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Self-publishing a book is easier than ever these days, and even a self-published book can be a powerful marketing tool that helps build your credibility and expert reputation.

Here are a few steps to take if you’re considering developing and publishing your own book.

Consider what your goal is.

Is your goal to make a lot of money selling your book on Amazon? Or do you simply want to build credibility, strengthen your reputation, and have an attention-grabbing item to highlight at trade shows and conferences? Both are legitimate goals for a self-published book, but one may be more attainable than the other.

Books can absolutely serve as marketing tools, building your credibility as an expert and helping you grow your business. If that’s your goal, you may take a different approach than you would if you were going for broader market appeal.

Write a strong outline.

Once you’ve decided what you want this book to accomplish, sketch out your chapter-by-chapter outline. The task of writing a book may seem enormous, but it’s a lot more doable once you have a plan. You can identify what other work you need to do to lay the foundation for your book—including extra research, interviews with experts, visuals, and more.

Check out your competition.

Who else is writing a book like yours? Do some research in local bookstores, on Amazon and other bookseller sites. Buy a few books from your competitors. What topics are they covering, and how do they cover them? Are there any gaps in knowledge that you can fill? What will your book offer that readers can’t get elsewhere?

Hire a professional editor.

No matter how good a writer you are, your writing will be exponentially better with a second set of eyes—and an editor can help you bring your book up to professional caliber if writing is not your strong suit.

A knowledgeable editor can be a powerful partner in developing a strong book that builds credibility and showcases expertise. If that’s the purpose of your book, then it’s an investment that’s absolutely worth it.

Hire a professional cover designer

The cover is your reader’s first impression of your book—and it can say a lot. You’ll want a cover that looks as professional as it would if your book were being published by a major publishing house. That means you need professional design.

Incorporate your book into your marketing plan.

Many people write business books as a marketing tool—and if that’s the case for you, you’ll need a solid plan for how to include it in your marketing.

Can you use it as a giveaway or sell it at conferences and speaking events? How about offering it as a giveaway to high-potential clients, or in a drawing to get more newsletter sign-ups? Can you develop it into a course for insurance agents? Books can be used and repurposed in many different ways, especially if the content is evergreen—meaning relevant for a long time after you write it.

With careful planning and professional help, your self-published book can build your credibility just as well as a traditionally published work—and help you grow your business.