Episode #200
EP- 200: Authority Marketing—How to Grow Your Business with a Book featuring Henry DeVries
In this milestone 200th episode of The Unconventional Path , hosts Bela Musits and Mike Wasserman celebrate a major achievement. Only 2.66% of the 4.3 million podcasts globally reach the 200-episode mark, and the team credits their listeners for joining them on this journey of entrepreneurship and innovation. To celebrate, they sit down with Henry DeVries , the CEO of Indie Books International and a former columnist for Forbes . Henry is a master of "Authority Marketing," a strategy that uses book authorship to establish credibility, attract "right-fit" clients, and grow a business. Whether you are a consultant "renting your brain" or a CEO managing a global corporation, Henry explains why a book remains the number one marketing tool in a digital world. The Power of Authority: Henry explains that "authority" literally starts with "author". Writing a book allows you to stop chasing clients and start attracting them by sharing your proprietary processes and expertise. A Book as a Cultural Foundation: Beyond marketing, a book can define a company’s culture by codifying core values through stories. Henry shares how legendary leaders like Ray Kroc (McDonald’s) and Jack Welch (GE) used books to align their organizations. The "Invisible" Impact: Most people who find value in an author's work may not even finish the book. Henry notes that a book acts as a "three-dimensional business card" that opens doors for speaking engagements, podcasts, and high-level consulting deals. Publishing is the Starting Line: Henry debunks the myth of being "discovered". He provides a practical "marathon" strategy for promotion, including mailing 20 copies a month to key influencers and securing regular speaking spots. Entrepreneurial Resilience: Reflecting on starting his business during the 9/11 crisis, Henry shares lessons on persistence and the importance of listening to what the market actually wants from you. Bela and Mike reflect on how storytelling is the "connective tissue" of successful business communication. They discuss the affordability of professional book production and how a book serves as a lasting foundation for all other media channels, from short-form videos to keynote speeches. Website: indiebooksintl.com Special Offer: Mention Bela Musits to receive a complimentary 30-minute strategy call or a scholarship to Henry’s "Book Kickoff" class. Authority Marketing Business Development Strategies How to Write a Business Book Entrepreneurship and Innovation Podcast Henry DeVries Indie Books Bela Musits and Mike Wasserman Establishing Business Credibility Thought Leadership for Entrepreneurs Storytelling in Business Ghostwriting for Executives Key Discussion PointsTakeaways for EntrepreneursConnect with Henry DeVriesSEO Search Terms
