Being a published author is the quickest path to becoming an expert who attracts new clients. So why doesn’t every business leader have a book?
To attract new clients, the best approach for professionals, consultants and those in a high-end service field is to demonstrate expertise by sharing valuable information through writing and speaking. But first you need a big idea.
David Giannetto, the author of a newly released book by Palgrave Macmillan entitled, Big Social Mobile, How Digital Initiatives can Reshape the Enterprise and Drive Business Value, is doing just that.
“If you read my books or hear me speak you know that the work I do with clients is based upon what I truly believe,” says Giannetto. “But a book puts my methods in a form that makes them highly effective as a true marketing tool—it makes people understand not only what is unique about you, but also why you are uniquely credible in a subject area."
Giannetto was working with household name clients to solve their problems using information and technology in ways that were unusual.
“I didn’t even realize it was unique at first, but I was getting requests from magazines and events to write and speak about these initiatives,” he says. “It wasn’t until I brought the entire methodology together within the bigger format that a book offered that I could see why marketing in brochures, advertising, and sponsorships weren’t as effect for me. The book became a multiplier for all of these smaller marketing tools; clients understood there was a bigger thought process working on their behalf and they were willing to place significantly higher value upon it.”
As the title suggests, Giannetto’s Big Social Mobile brings together the commonly disparate worlds of big data, social media, and mobile technology and connects them to traditional outcomes, such as more revenue and profit, more customer, and higher value.
Formerly CEO of The Telos Group and Practice Manager for J.H. Cohn, LLP, Giannetto has worked with clients such as FujiFilm, BlueCross BlueShield, American Express, JPMorgan, Coca Cola, Pepsi, Roche Pharmaceuticals, Scholastic books, and more. Obviously he knows a thing or two about how to attract high-paying clients.
This is his third book with a major publisher. Bravo Giannetto. He is a writer for the Huffington Post and the AMA, and a former professor of organizational behavior in Rutgers University's Executive MBA program.
While he lives in New Jersey, he manages the international service operations of Astea International, which includes an office in Southern California. So I was happy Giannetto accepted the invitation to speak at the Executive Next Practices Institute “CEO Authors on Innovation” morning event on Friday December 4, 2015 at Taco Bell Headquarters in Irvine, California.
The Executive Next Practices Institute (ENP) is an established mastermind organization comprised of Fortune 5000 C-level and top functional leaders (CEO, CFO, CMO, HR, CIO, Board Directors) who meet to discuss innovative business and leadership strategies. ENP follows a “next practices” development method, which discards the status quo in favor of a more effective and relevant approach to today’s business problems and solutions. Meetings are highly interactive.
As the ENP publishing practice leader, I also invited to the CEO author panel Leon Shapiro, CEO of Vistage who is writing a book on new trends for educating business leaders; David Nordfors, formerly of Stanford University, CEO of IIIJ in Silicon Valley and author of the upcoming book (I am helping to edit) Disrupting Unemployment; and Danna Korn, CEO of Sonic Boom Wellness and a best-selling author (including four books in the “For Dummies” series, two of which were the best-selling “For Dummies” books of the year).
The public is invited. For more information visit www.enpinstitute.com/events. The authors will explain why they found time in their busy schedules to write a book.
