The Ultimate Business Book Guide
The Ultimate Business
–the best sales collateral ever–
PO Box 590340
Newton, MA 02459
Copyright 2008 Alan Radding
copyright 2008 Alan Radding
Introduction: a book is the best sales collateral you will ever
If someone hands you a new hardcover book, how likely are you to throw it out?
Not likely. If it is a business book and about something you are possibly
interested in you’re definitely not going to throw it out. More likely you will crack it
open, skim the descriptions on the front and back flaps, read what’s on the back
cover, flip through the table of contents, and put it down on your desk.
That’s why I say your book, professionally developed and authored book by you,
is the best piece of sales collateral you and your organization will ever have.
Glossy brochures get tossed in the trash almost immediately. Printed ads have a
lifespan of a day, a week, maybe a month at best. TV and radio ads disappear in
30- or 60-seconds. But your book will sit on your prospect’s desk for a long time.
It will get picked up again and again. At some point he or she may sit down to
read a big chunk of it or even all of it. But that is not even necessary for it to be
the best sales collateral you will ever have.
Even if it doesn’t get read, the very fact of it—a quality book authored by you—
helps you and your organization:
Impresses people and establishes the authority of you and your
• Singles you out as a thought leader, the person who wrote the book on
whatever your topic is
• Lasts for a long time, years, not weeks or months
By comparison a glossy brochure, no matter how many tens of thousands of
dollars you spent on producing it, will never give you that kind of lasting authority
and respect. The glossy brochure or other pieces of collateral may make a