Valerie Khoo, managing director of the Sydney Writers’ Centre, recently appeared on Sky Business to talk all things business and books.
She tells how books are fast becoming the new business card. “It’s a calling card,” she said. “When you go to conferences these days, people are handing out their books. Business people aren’t seeing their books as a revenue centre, but definitely a very important marketing tool.”
Story telling in business is absolutely crucial, she says, which is the subject of the book she is currently researching and writing. “Too often we rely on statistics and facts,” she said. “But it’s really the stories that are going to get people over the line. It’s the stories that build your trust and credibility. And it’s the stories that are going to make the sale or seal the deal.” This is why, she said, storytelling is so important in business.
Asked whether it is difficult to get your book published Valerie says, “These days, the barriers to entry to publishing your own book have plummeted. Now it’s extremely cost effective to publish your own book… You can get your book out there, far quicker and far more cost effectively than you ever could have before.” She said the ebook has grown “exponentially” in the last few years, and this has led more people to publish their business books both in hard copy and online.
So what makes a good business book? Valerie told Sky Business: “In order to write a successful book, you need to “offer a solution to a problem that is a real stress of pain point for people. You actually need to be able to show you can help people.”
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