Whether they publish their work in the form of seminars, white papers, ebooks or “real books”, I always encourage independent consultants to use their Business Blogs to pick up on the ideas and concepts they have raised, expand on them and use them to initiate discussion.

This of course has the dual benefit of not only opening a dialogue with new potential customers and re-affirming your own expertise in the area, but also provides an ideal extra outlet to promote the book or event that the ideas come from.

I was therefore delighted to see that yesterday, Ted Demopoulos in his post Book Blogs for promoting and marketing Books wrote about some advice given by Michael W McLaughlin (co-author of Guerilla Marketing for Consultants) during an interview with him.

One particular comment stood out, which was

“Take advantage of the intellectual capital in the book. Expand, update, and take it in other directions, and do something with all the great material you wrote that didn’t make it into the book”

I couldnt agree more! As a consultant, the Blog you use for your business is the perfect place to disseminate and expand on these ideas so benefit from it. You are able to develop the concepts if your blog readers request it and can add to their understanding as well.

But you want them to buy the book and attend the seminar, do I hear? Well, if they like what they read then they will and by publishing it on your blog and gaining their interest in the subject you are making it much more, not less, likely.

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