Warren Buffett, Bill and Melinda Gates, and over 200 other “Giving Pledge” signatories promised years ago to donate most of their vast fortunes to charity. One conspicuous holdout? Amazon founder Jeff Bezos.

However, in a CNN interview, Bezos said he is “building the capacity to be able to give away this money” during his lifetime. A major focus will be on projects to confront climate change and political polarization.

So, why now? Perhaps Bezos was swayed by his ex, MacKenzie Scott’s, acclaimed philanthropy. Or maybe it’s for some positive PR before Amazon lays off a reported 10,000 employees. Or it’s all thanks to William Shatner’s ecological reflections after that Blue Origin space flight.

Either way, up to $124 billion in Bezos bucks is going to good causes … so we can all feel good about our less-than-necessary Prime impulse purchases this Cyber Monday.

Printing money: Books are the ultimate content marketing.

Dove: How the personal care brand supports new moms.

Fancy Feast: Not just for kitties anymore?

(Source: Shutterstock)

You’ve been running a successful business. You have a treasure trove of information about your industry. But you’re watching competitors get on TV and featured on podcasts — and wondering what sets them apart.

In many cases, the answer is: a published book.

Even if your company’s blog ranks for competitive SEO keywords and your social media manager posts regularly, a book can take your content marketing authority to the next level. It could even lead to TEDx Talks, news appearances, and — ultimately — bigger and better clients.

But before you set off to document your greatest successes or business tips, decide if you’re ready to make the most of what could be the most powerful marketing collateral you’ve ever created. Writing a book is a huge commitment and getting published (even if you self-publish) is a difficult process. The average self-published book sells only 250 copies, so how can you ensure that the massive effort is worth it?

We spoke with New York Times bestselling author Anna David, who helps business owners navigate the book world.

19%

Increase of business book sales from 2020 to 2021

(Source: Publishers Weekly)

Before Anna David founded her own company, Legacy Launch Pad Publishing — which provides writing, editing, distribution and marketing services — she wrote the successful novel Party Girl. She also contributed to top-tier publications such as Vanity Fair and Playboy. In 2017, David saw an opportunity to guide entrepreneurs through the writing/publication process.

She has plenty of advice for businesspeople contemplating the journey.

Know Why You’re Writing the Book

Your book needs a purpose beyond the simple desire to see your name in print.

“For people who know everything about their field but no one knows who they are, the book exists to showcase them as a legitimate expert,” says David. “Ideally, we want somebody who can say, ‘I have hundreds of prospective clients and if I send them a copy of this book, they will hire me or my company.’”

She cautions that if your goal is to simply “help people,” you might be better off donating to charity.

Partner With a Writer

Some businesspeople are excellent communicators, but others are … well … more talented at running a company.

“Maybe everyone has a book inside them, but maybe they should not be the one writing it,” David says. “If you have not spent decades, day in, day out, writing, you should not be writing your own book.”

Even if you don’t hire an end-to-end service like Legacy Launch Pad, which David admits isn’t the cheapest option, working with an established ghostwriter will hone your voice on the page and add structure to your life story and business advice.

Understand Your Audience

The key to a successful book is not that different from any other form of marketing: You need a well-defined target audience.

“Business owners interested in publishing need to get really clear about who their book is for and what they want the reader to do once they finish it,” David says. “If you don’t have that, you’re probably not going to have a successful book, and you’re not going to be able to talk about it successfully.”

You Must Promote It Yourself

A publicist can’t wave their hand and instantly make your book a bestseller; you must personally commit to getting the word out.

“For better or worse, I do believe social media is becoming more of a requirement,” David says, adding, “Take transcripts from the book and make them into posts, Instagram captions, email newsletters.”

Accept invitations to appear on TV and radio programs. Look for opportunities to deliver keynote speeches. Also, there’s no better marketing than a personal conversation.

“Keep the book on you at all time,” David says. “You never know who you will meet.”

When your brand connects emotionally while staying true to its identity, you can make a big impact. Dove’s recent campaign for new moms, drawing attention to the “fourth trimester” (the postpartum phase) does just that.

Set to an emotional cover of David Bowie’s “Under Pressure,” the advertisement spotlights the mental and physical highs and lows that can follow childbirth. It fits cohesively into Dove’s years-long “Real Beauty” campaign strategy, which features women’s candid thoughts about body image, beauty, and self-acceptance.

The video also drops the hashtag #onerealpressure for people to share their own postpartum stories. It has garnered almost a million views by leveraging a topical conversation at the right cultural moment, helping new moms cope through unfettered honesty.

(Source: Purina)

We’re guessing you’ve never felt particularly curious about the taste of your pet’s canned slop. But if so, hey, we’re not judging … and neither is Fancy Feast.

The cat food brand recently jumped on the pop-up restaurant trend, opening New York cafe Gatto Bianco (yes, that’s “White Cat”) to serve up a “culinary exploration for cat lovers.”

This, uh, exploration included sea bass, osso buco salmon, and braised beef, “prepared in ways that help cat owners understand how their cats experience food — from flavor, to texture, to form.” Yeah, it’s the texture that we’re afraid of.

Unfortunately(?), Gatto Bianco was only open for two days, so you’ve missed your chance to secure reservations. But don’t worry, the company assures you that “Fancy Feast Medleys are now available at select retailers nationwide for a suggested retail price of $1.13.”

“If you’re going to do it, do it at the highest level. Otherwise, why do it?”

— Anna David

Written by Dawn Allcot, Carolyn Neuhausen, and Dan Ketchum.

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