Ghostwriter Emily Crookston on the real business case for a book, and why your clarity matters more than book sales.
Everyone tells consultants they need a book. Emily Crookston’s first question is the one nobody asks: what’s the business case?
Emily is a business book ghostwriter for experts. She reframes a book as a new product in your business, the return comes from visibility and the one-on-one clients a book brings in. It can also shorten the sales cycle, since your methodology is already on the page before a prospect ever reaches out.
[00:03:20] “For consultants, the main thing is getting the word out, visibility so that you can get more one-on-one clients. It’s really lead generation.”
Erin and Emily get into the clarity a book forces and the vulnerability of putting a real point of view on the page. Emily’s take on AI is that it raises the bar on discernment. The words are cheap now and knowing which ones are yours is the expert’s job. Her framing of a book as a snapshot of your brain takes the pressure off getting every future idea right and puts it back on capturing how you think today.
[00:30:15] “I always talk about a book as a snapshot of your brain.”
 
 
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A Book Is a Snapshot of Your Brain with Emily Crookston

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