Is Writing a Book the New Business Card?

Why every entrepreneur is publishing—and how to make it work for you.

You know that feeling when someone hands you a business card and you toss it aside? Now imagine that, but with 200 pages of “insights” that say, “Hey, look, I wrote a book!” Entrepreneurs are betting big on books—but are they using them the right way?

These days, it seems like every business owner with an ounce of hustle is out there publishing a book. Self-publishing is easier than ever, and yet, many of these books are probably going to end up forgotten faster than last year’s LinkedIn post (not mine of course, everyone remembers mine!)

The problem is most of these writers are missing the point. It’s not about writing a book; it’s about what your book can actually do for you.

In other words, if you’re going to write a book, give it a job to do. If it's just a thick business bio gathering dust, you've wasted a great opportunity. But if it’s a sharp, valuable tool designed to help your audience solve a real problem, then congratulations—you’ve created something that can boost your brand, attract clients and maybe even make it past chapter one with readers.

Books as Tools, Not Trophies

The sticky trap: entrepreneurs think of their book as the ultimate feather in their cap—a chance to tell the world how they got where they are. But, unless you’re Will Guidara (read Unreasonable Hospitality, you'll be changed), a 300-page bio isn’t exactly the page-turner most people are looking for. Heavy business bios rarely get read, and they’re definitely not the game-changers people expect.

Instead, think of your book as a marketing tool. A book doesn’t have to be long or dense—in fact, it’s probably better if it isn’t. Keep it focused on solving a specific problem your target audience actually cares about. Think of it as a business card people actually want to keep, packed with practical insights, not a saga of your rise from cubicle dweller to corner office.

Make it the book people will refer to when they’re stuck, gift to others, and maybe even finish reading.

The best business books aren’t overflowing with stuff—they’re direct, highly readable, and designed to get results. Here’s why that approach works:

1. Short books get read: You’re not writing the next War and Peace. Your goal is for someone to pick up your book, read it in an afternoon, and actually see value.
2. Clarity over complexity: Forget jargon and fancy words. Your book’s purpose is to give advice that’s clear and usable without a translator.
3. Books create trust: By offering real solutions, you position yourself as a trusted expert in your field. That kind of trust is what turns readers into clients.

Give Your Book a Job to Do

Your book shouldn’t just sit looking pretty on a shelf. Every page should guide readers toward something specific—whether it’s booking a consultation with you, exploring your services, or implementing the methods you’ve shared.

Here’s how to make sure your book isn’t just another forgotten hardcover:

1. Drive traffic to your business: Sprinkle prompts throughout that encourage readers to visit your website, download resources, or sign up for your newsletter. Make the next step obvious, like those “click here to read more” links we all fall for online.
2. Solve a problem your audience cares about: Focus on a specific issue your customers actually face. Whether it’s time management, scaling a business, or just handling work-life chaos, make sure they leave with actionable solutions they’ll thank you for.
3. Build a community: Turn your readers into your audience by connecting the book with ongoing content, like webinars or a free weekly mastermind group. Keep them engaged long after they’ve reached the back cover.

If you want proof this works, just look at entrepreneurs like Pat Flynn or Mike Michalowicz . They’ve perfected useful business book. Flynn’s Superfans helps entrepreneurs keep real people, not just clicks, at the heart of their business. And Michalowicz has a series of great books to solve problems entrepreneurs face.

These books aren’t about showing off. They’re marketing machines. Flynn and Michalowicz don’t just share their stories—they turn readers into clients. The book is only the starting point, designed to drive readers toward their services, events and courses. It’s like the best networking wingman—always there to make a connection.

The Short, Sweet and Actionable Approach*

If you’re thinking about writing a book, stop and ask yourself: What do I want this book to accomplish?

If the answer is “to share my journey,” you might want to rethink your approach. But if it’s “to drive leads, build trust and solve a problem for my audience,” you’re on the right track. Focus on creating something people will actually use and share, not a lengthy bio that no one’s got time to read.

Right now, short, strategic books are winning. They’re easy to read, easy to share, and—best of all—easy to act on. And if your book can drive action, it’ll more than pay for itself.

The Takeaway: Write Less, Achieve More, Faster

Writing a book as a business owner isn’t about telling your life story; it’s about creating something that works for you—whether that’s attracting new clients, establishing authority or keeping your brand top of mind.

Keep it short, actionable and valuable. Give it a job, let it work for your business and you’ll see results that go far beyond a forgotten stack of hardcovers.

Ciao for now!

Debbie

.* Sounds just like me, short, sweet & actionable!

PS: Never write a book without a clear business strategy - our Write & Publish with Purpose: 2-Hour Business Book Strategy Session + 3 Months of Expert Support group starts in November - perfect for setting you on the right track! Ask me about it if you're ready to start!

I'm Debbie Jenkins, I help smart people use the assets they already have to scale their business by writing short valuable books.