Michael DeLon is a marketing strategist turned author-advocate, and we spoke about how entrepreneurs can create a book without writing it—and use it to build trust and gain clients. After leaving what he describes as an “emotional prison” in a family ministry, he faced a credibility gap when prospects questioned his experience. His turning point came when he realized he needed proof of expertise, leading him to write his first book and discover that “I instantly was an expert in their mind… because I had a book.”
His core method is simple: don’t write—speak. DeLon encourages business owners to communicate their ideas while professionals shape the narrative, because “people buy who you are more than what you do.” Through a structured interview process, entrepreneurs invest about “24 clock hours” of their time while the production unfolds over several months. The goal isn’t just publishing; it’s creating something prospects can spend time with so they “already know you… and they already believe in you” before the first meeting.
Practically, he urges founders—especially in high-trust industries like law or financial advising—to uncover the personal story behind their work and connect the dots for their audience. He cautions against relying heavily on automation, noting that “AI flattens everything,” and argues that real human storytelling builds deeper bonds. With a long-term asset that outlives most marketing campaigns, the book becomes a first conversation that lowers anxiety and accelerates trust.
For listeners, this conversation reframes a book from a vanity project into a strategic trust-building tool—one that can differentiate you, attract referrals, and turn expertise into lasting business growth.
Key takeaways
- Speak your book; let professionals craft the narrative.Invest roughly 24 hours; production can take about six months.Use your origin story to differentiate from crowded markets.Send prospects your book before meetings to pre-build trust.Focus on human storytelling; automation can dilute authenticity.Treat a book as a long-term marketing asset, not a campaign.