To illustrate the importance of books to the public when positioning yourself as the “go to” expert, let’s talk about presidential candidates.

EVERY presidential candidate writes a book (or two or three) when preparing to run or when running for office.

Why?

Well, the reasons are many.  Here are just a few:

1. To express ideas of what they would do as “leader of the free world”
2. To engender a connection with the reader (i.e. knowing, liking, trusting)
3. To have something to discuss when interviewed
4. To get more interviews
5. To create credibility and expertise
6. To solicit for new customers (yes, voters are customers of candidates)
7. To generate donations (donors want signed books)

What This Means for Clinicians

The most serious minded clinicians write books for the EXACT same reasons. You can replace “customer” with patient and “donation” with income.

Here are two examples:

• See the Cerec/Same Day Smile credibility book example here.
• See the AO4 credibility book example here.

So, are you a serious minded clinician?

Do you have a book on your most desired niche service?

Is it on Amazon?  (Not that people will buy the book but FOR CREDIBILITY).

If yes, congrats, you are one of the smart ones.

If no, decide where this falls on the priority list.  If you haven’t handled an MBA level sales training, then that comes first.

The Importance of Training

Understanding the power of books for clinicians, I’ve developed a stream lined process that helps doctors in individual markets elevate their credibility using this tool as part of sales process.

We discuss this as part of our advertising agency work with our doctors when the time is appropriate.

To have a one-on-one discussion about all of this with Dr. McAnally, click here to schedule a meeting.