Publishing industry C-suite veteran, 3X founder, former CEO of NASDAQ publisher, best-selling author. Chairman and CEO, Freiling Agency.
Having spent more than 30 years in the book publishing industry, I’ve witnessed a dramatic shift in how readers consume content. Today, content is abundant, but attention spans are short. We scan more often than we read. Reader skepticism is also a real problem; we no longer necessarily trust everything we read. It’s not easy separating fact from fiction.
As a result, it’s increasingly complex for business leaders, consultants, entrepreneurs and subject matter experts to find effective ways to rise above the noise and differentiate themselves. In an era dominated by social media and AI-generated content, one asset still stands apart as the definitive marker of authority: a published book. Books have, and always will, impact lives in a way no other medium can.
Are books an “old-fashioned” medium? Evidence suggests otherwise. Publisher’s Weekly reported that readers purchased nearly 800 million books last year. Books are here to stay, and by becoming an author, you’ll join the ranks of the authorities and influencers.
Here are five compelling reasons why authoring a book remains one of the most effective ways to build lasting professional credibility.
A book demonstrates deep expertise.
Indeed, writing a book is not a trivial undertaking. It requires clarity of thought, a structured approach to content, and a deep understanding of the subject matter. By committing your ideas to paper, you demonstrate mastery of your field and the ability to teach and communicate complex concepts to others. A book is different than a blog or social media post in this way. It provides evidence that you’re to be trusted.
Books still command respect.
Think about it: Who would you trust more, a best-selling author or a social media influencer? Despite the proliferation of digital media, books maintain a distinct level of prestige and authority. Being a published author opens doors to speaking opportunities, media appearances, podcast interviews and strategic partnerships. It positions you as more than a participant in the industry—a recognized thought leader. Remember, books have survived every wave of technological disruption—from radio to television to the internet—because they offer something deeper.
A book creates an owned, evergreen platform.
A book sits on a desk, on a bookshelf, even on a nightstand. Unlike social media posts or newsletters, a book is a tangible, long-lasting asset; it’s not subject to the whims of an algorithm or the volatility of digital platforms. A book can be distributed globally, found in libraries and bookstores and continuously discovered by new readers. Once published, a book becomes a part of who you are. It becomes part of your professional legacy, a work that reflects your thinking and expertise.
A book functions as a high-impact business card.
A book can often communicate more than a resume, a pitch deck or even a portfolio. It reflects not just what you do, but how you think—your philosophy, methodology and unique value. Handing a prospective client, investor or collaborator your book is a powerful gesture. It says, “Here is the foundation of my work.” In many cases, that alone can be the deciding factor in a business decision. While business cards are tossed in the trash and decks are deleted, books are put on the bookshelf.
A book boosts digital visibility and SEO.
From an online visibility standpoint, a book is a significant asset. Published works — especially those listed on platforms like Amazon, Google Books and Goodreads — increase your presence across search engines. When someone searches for your name or area of expertise, your book can act as a digital anchor, reinforcing your reputation and boosting your search engine optimization (SEO). This is invaluable in a world where credibility is often Googled before it is granted.
Start writing.
Don’t know where to start? The first step is to find clarity on your topic and your audience. Too many aspiring authors make the mistake of writing what they want to say rather than what their audience needs to hear. Ask yourself: Who exactly am I trying to reach? What problem am I helping them solve? If you try to write to everyone, you’ll reach no one.
Also, consider that publishing a book takes time, planning and investment. Ghostwriting, hybrid or traditional publishing come with different timelines and cost structures. Be realistic about your availability and budget, and choose a path that aligns with your goals. It may take some time and possibly a higher budget than anticipated, but remember, it’s not just a book. It’s a strategic asset that can open doors, build credibility and deliver ROI for years.
Finally, a few quick do’s and don’ts: Do invest in professional editing and design—it’s your reputation on the cover. Do think of your book as the beginning of a conversation with your audience, not the end. Don’t cut corners on quality, but also, don’t wait for perfection—done is better than perfect.
Conclusion
In today’s saturated marketplace, expertise alone is not enough, and posting to social media is transitory. To rise above the noise and earn the trust of your audience, you must demonstrate your expertise in a credible and lasting way. Writing a book remains one of the most strategic investments in establishing authority, attracting opportunity and creating long-term influence.
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