Now is the time of year when financial professionals start planning and budgeting for 2026. Many of you have told me you’re “finally ready to buckle down” and write the book you’ve been contemplating for so many years. That’s great.
Contrary to what you might think, people are still reading plenty
of books even in this limited attention-span YouTube, social media, TikTok age
– especially non-fiction and business.
Global book sales project to grow at a
CAGR of 4.2% according to Grandview Research. And non-fiction book sales (which
include business, finance and management) are projected to grow even faster, at
a CAGR of 4.9% from 2025 to 2030, according to Grandview. Perhaps people are
finding solace in the ability to turn pages and skip around at their own pace
-- and not have to download software, set a password and be bombarded with ads
and chatbots.
That being said, if you decide to go forward, don’t go it
alone. It’s easy to get discouraged, side-tracked or lost down a rabbit hole of
research with no way to find your way out. Make sure you have an accountability
partner to keep you on track, whether it’s a close friend, trusted colleague or
professional editor.
You’re probably not going to get a six-figure advance or earn
seven-figure royalties unless you get picked up by a major publishing house.
Those fat advances tend to go to Hollywood celebrities, professional athletes
and politicians with global reach. Most likely you’ll have to go the
independent route. Just know that of the 3.5 million authors on Amazon, only about
1,000 will earn over $100,000 a year in royalties (.002%).
Book revenue beyond royalties
But there are still plenty of good reasons for accomplished financial
professionals to write a book.
One of our CPA clients sells limited quantities of his three books ($100 cover
price) but has earned over $100,000 in speaking fees and training sessions over
the past two years. An estate planning client landed a $50 million case and a
$100 million case thanks to his writing efforts. A family office principal has
created a mastermind group for buyers of his book for which they earn
continuing education credit. A wealth advisor confided that she had over half a
dozen clients considering leaving her firm after their mid-year reviews. After
her book was released in Q4 and shared with clients, not a single one left.
Writing a book builds authority, accelerates client trust, differentiates you from
competitors, and generates new business. A published book serves as a powerful
marketing tool that provides long-term, multi-purpose value beyond the initial
effort.
Here are 11 benefits of writing a book for busy financial professionals:
1. The "ultimate business card." A
book instantly sets an advisor or accountant apart as an expert in their field
in a way that standard credentials or a firm brochure cannot. It positions them
as a thought leader with a deep understanding of their niche.
2. A tangible asset. Holding a physical book
signals a significant investment of time and expertise, which builds consumer
confidence. People are more likely to listen to someone who has literally
"written the book" on a subject.
3. Builds relationships before the first meeting. A
book provides a way to establish a genuine, meaningful relationship with
potential clients long before they step into an office. By sharing their
philosophy and expertise through a book, advisors and accountants can connect
with prospects on a deeper level.
4. Showcases personality and purpose. A book
offers a unique opportunity to share personal stories and motivations, creating
an emotional bond and empathetic connection with readers. This transparency
helps potential clients feel they know and can trust the author.
5. Specializes and targets niche clients. With a
targeted book, an advisor can open doors to a specific, high-value audience.
Writing a retirement planning book for tech-savvy professionals, for instance,
makes the author stand out in a crowded market.
6. Signals a higher tier of service. A
high-quality book, particularly a branded one from a hybrid publisher, can
create a premium perception that allows an advisor to command higher fees. For
clients weighing multiple options, a published book can be the deciding
factor.
7. Generates high-quality leads. A book can be
used to generate warm leads by giving copies to prospects, clients (for
referrals), and centers of influence, such as attorneys and real estate agents.
A potential client who has read your book is already pre-qualified and familiar
with your value proposition.
8. Creates content for ongoing marketing. A book
is a content goldmine. Its chapters can be repurposed into blog posts, social
media updates, webinars, and email campaigns, giving an advisor a coherent and
strategic content plan for years.
9. Attracts PR and speaking opportunities. Journalists,
podcasters, and event planners are more likely to book an interview with a
published author. A book provides an attention-grabbing angle that can lead to
valuable media exposure.
10. Forces clarity and focus. The process of
writing a book requires an advisor or accountant to crystallize their unique
methodology, philosophy, and value proposition. This focus can help improve
internal processes and offer more valuable services.
11. Improves communication skills. The act of
articulating complex financial or accounting concepts in an accessible way
sharpens an author's communication skills, which translates to more impactful
client meetings.
Becoming a published author puts you in rarefied company and helps you stand out in a crowd of purported “experts” and “thought leaders.” It takes courage to put your name and reputation on the line and codify a lifetime of experiences and knowledge into just a few hundred pages. It may not be an easy journey, but I don’t know a single author who regrets taking it.
I’d love to hear more about what you’re doing to stand out from the crowd.
#thoughtleadership, #practicemanagement, #businesscommunication, #bookauthor
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