Fast Company, CNN, CNBC, FOX News, and others. Everyone in his world knows who he is. I know you know this. How many times have you seen someone in your field get a lot of attention simply because they wrote a book? Even if you know more than they do, they got the attention that you didn’t, because of their book. 2. A BOOK ESTABLISHES YOUR AUTHORITY AND CREDIBILITY A book shows you can commit to something and follow through. It shows you get things done. And most importantly, it shows the world what you know. A book sets you up to be judged by your actual knowledge and work. It’s really easy to skirt by and still get a college degree. It’s really hard to manipulate your way into a good book. Yes, being judged is risky, but that’s why a book is a valid credential: it is a risk. By writing a book, you are in a place that most people are unwilling to go—being judged—and it usually requires a lot of work to get there. It requires you to prove you actually know something. This is exactly what Bob Glazer did with his book. He wrote about a hard subject that has a lot of baggage (affiliate marketing) but wrote in a very open and vulnerable way, and shared his knowledge about his industry. He got tons of credibility and authority from both the media and clients because of how good his book was, how much of his “secrets” he shared, and how honest it was. Same with John Ruhlin. He is a gifting expert and shared all of his best secrets in his book. As a result, the book not only took off, hOW WriTiNg A BOOk CAN BUilD yOUr BrAND · 377