Books are a powerful type of content vehicle. They convey heft and weight, both physically (when they’re printed) and psychologically. That’s why so many marketing gurus recommend publishing a book as a way to brand yourself as an expert.

It’s a great idea…if you actually are an expert. The challenge with writing and publishing books is that the content between the covers still matters. As with every form of content delivery, books have become less and less expensive to produce. It’s the content that determines whether your book will stand out from the rest.

If you want to know whether or not you should publish a book, consider this article by Ron Pramschufer. I’m a big fan of his newsletter. It has been a long-times source of quality information about publishing trends. So while you’re at it it, sign up for the newsletter as well.