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Stop Chasing Trends: Use Your Book as a Permanent Authority Magnet
By George McKeon
We live in a digital feed. Tweets (or whatever Elon Musk wants us to call them), viral reels, fifteen-second clips—that’s the current currency. Naturally, it’s easy to look at a physical book—words printed on dead trees—and think it’s totally irrelevant. Seriously, who has time for that?
But here’s the thing: books still matter, maybe more than ever.
If you’re a coach, consultant, speaker, or just an average entrepreneur, having a book isn’t some silly vanity project. It’s honestly one of the smartest marketing tools you can use to build serious credibility, attract big opportunities, and finally stand out.
A book—physical or digital—says one thing social media never will: I did the work. I have a real, lasting message here. You can’t fake that. (And it sure beats tweeting a hot take from your phone while waiting in line for coffee.)
Your Book Is the Business Card That Never Gets Thrown Away
Ads expire. Social posts vanish into the digital abyss. But a book—physical or digital—lasts. Seriously, have you ever actually thrown away a book?
It sits on coffee tables, gets tucked into backpacks, and lands in the hands of future clients. It’s a physical, tangible reminder of your authority and your expertise.
When you’ve written a book, people instinctively see you as someone worth listening to. You’re not just another professional in a crowded space. You’re an author. (No coincidence that “author” comes from “authority.”) That title alone can open doors to great speaking gigs, podcasts, and high-value consulting projects — it’s just how people look at you.
The Paper Anchor for Your Digital Brand
Social media, whether it’s Instagram or YouTube, is the megaphone. It’s fantastic for showing your personality and getting noticed. But it’s built on fleeting trends. Tomorrow, the algorithm moves on, and your followers forget.
Your book is the anchor. It’s where you offer the “why.” It’s the deep dive that proves you’re a subject matter expert. It gives readers something that lasts way beyond the scroll.
You see even the biggest public figures—CEOs, political leaders, and major influencers—they still write books. Why? Because, over time, your book becomes the unbreakable core of your brand identity. It’s not just a product; it’s an artifact of your legacy.
When a major political figure releases a book, they aren’t just chasing a news cycle; they are strategically cementing their narrative for the next decade. That is the power your book gives you. It puts your story in your own words, on your own terms, and creates a permanent, undeniable record of your expertise.
Who Cares About Being a Famous Author?
You might be saying, “Okay, but I’m just a (fill in the blank), not a public figure.” Good point. But that’s actually exactly why you need it.
Even small, local businesses can massively benefit. Imagine you own a home renovation company and you write “The Homeowner’s Guide to Smart Renovations.” Suddenly, you’re not just another contractor—you’re the expert in your field. Your book becomes a lead magnet and a trust builder all in one.
Think about how often people Google questions about your industry. Now imagine your book popping up as a resource, or sitting right on their desk when they’re ready to make a buying decision. Authority, not ads, is what keeps you top of mind.
You Don’t Have to Do It Alone
Let’s be real, the hardest part is getting it across the finish line. Writing, editing, design, publishing logistics… it’s a monster when you’re already running a business.
That’s where we step in. Sprig partners with professionals to manage the entire self-publishing journey. Bring your expertise and vision—we take the whole logistics nightmare off your plate, turning your manuscript into a polished, top-tier book ready for major platforms like Amazon and IngramSpark.
Stop just thinking about being an author and start publishing like one. Your business deserves credibility, and your readers deserve your story.
George McKeon is a self-publishing expert with three decades of experience at top-tier publishing houses including Random House, HarperCollins, and Macmillan. Today, he shares that expertise with first-time authors, guiding them through the self-publishing process and helping turn their dream of becoming a published author into reality.
