Publishing a book is no longer just a personal project to become a concrete strategy for positioning and strengthening personal brand. Increasingly, doctors, lawyers, consultants and coaches recognize the potential to transform their trajectories and knowledge into non-fiction works that expand their presence in the market and generate new business opportunities. The publication consolidates itself as an effective way to open doors for lectures, mentoring, courses and specialized consulting.

According to a survey by the Getulio Vargas Foundation (FGV), professionals who invest in the construction of their own brand have an increase of up to 25% in the recognition of their skills, which directly impacts on the generation of new professional opportunities and the expansion of authority in the market.

Book as a marketing tool 

Although many experts accumulate vast experience in their areas, the difficulty in structuring this baggage in a solid editorial format is still a common obstacle.Lack of time, insecurity in writing and absence of a clear methodology lead many to postpone the project of publishing a book. To overcome these barriers, the partnership with a ghostwriter allows the author to focus on sharing their knowledge while a specialized professional transforms this information into a cohesive and engaging narrative.

“Most experts have a lot to share, but do not necessarily master the techniques of writing and narrative construction. The ghostwriter enters this process as a facilitator, organizing the ideas of the author, respecting their essence and ensuring that the content is presented strategically and professionally”, he explains Julianne Guimaraes Amadeu, founder of Alma Publisher.

In addition to structuring the content, the publication of a book provides an effect of expanding the personal brand of the specialist. “With a published work, the professional is seen as a reference in his field of activity, which translates into new invitations to lectures, participation in events, consultancies and other businesses that value the consolidated expertise”, he says.

Build legacy and expand the market

The publication experience goes beyond immediate exposure. The book becomes a long-term asset, capable of strengthening the professional trajectory and generating strategic connections. According to Julyanne Amadeu, the impact of a book on the career can be so relevant that many customers report a significant change in market perception after the launch of their works. “Publishing a book is not just sharing what you know. It is to leave your mark, become a reference and open doors that previously did not even exist”, he points.

The writing journey, however, requires commitment and strategic vision. It is necessary to extract the right stories, connect experiences in a way that builds authority and structure the content focusing on the positioning desired by the expert. 

“Esse is a process that must be conducted in a personalized way, respecting the trajectory of each author and seeking to maximize the impact of the work. Our work is to transform experiences into a narrative that has purpose, relevance and that really speaks to the audience that he wants to reach”, concludes the expert.

Closing a business, whether by changing plans, end of cycle or need, is always a challenge. The decision, by itself, already carries an emotional and strategic weight and becomes even more complex when it involves the allocation of goods and utensils accumulated throughout the operation. However, what many entrepreneurs are unaware of is that this collection can become an excellent opportunity for financial return.

Kitchen equipment, furniture, office items, electronics, industrial machinery and even utility vehicles can be resold quickly and safely through specialized digital platforms.This resale market has grown rapidly and sustainably, driven by increasing interest in cost-effective solutions.

One study thredup points out that the second-hand products sector advances, on average, three times faster than traditional clothing. By 2027, segments such as thrift stores should double in size, moving about US$ 350 billion.In Brazil, the OLX it revealed that 61% of consumers already use online platforms to sell used items as a way to generate extra income. On average, each person has R$ 2,113 in objects that could be monetized, a source of capital standing waiting for exploitation.

In this scenario, closing a business does not have to mean total loss. On the contrary: with planning and strategy, the dismantling process can become a smart step of financial recovery.

“We live in a time when consumers and small entrepreneurs are more attentive to cost-benefit. Auctions and marketplaces are practical alternatives to acquire and resell products without paying the full price”, says Kwara CEO Thiago da Mata.

Why bet on resale?

In addition to financial gain, reselling used assets also strengthens the circular economy by extending the life of equipment and avoiding the early disposal of materials in good condition.

Reverse logistics, a key part of this process, allows the return of products to the production cycle through reuse, recycling or correct destination. Despite its importance, Brazil still faces bottlenecks: according to the Abrelpe45% of the waste that could be reused ends up lost, generating an estimated annual loss in R$ 14 billion.

Adopting sustainable practices not only reduces operating costs and optimizes resources, but also strengthens the image of the company even in the closing phase as a socially and environmentally responsible organization.

“O entrepreneur who chooses to resell its assets relieves the financial impact of the closure and still encourages sustainable practices, as well as contributing to small businesses that seek quality equipment at affordable prices”, reinforces Thiago.

8 Tips to turn your business assets into revenue:

1) Make a detailed inventory

List all items available for sale: furniture, appliances, tools, equipment, inventory parts and the like. The more complete the inventory, the greater the attractiveness for buyers.

2) Assess the conservation status

Well-cared items usually generate more interest and reach better deals.Take good photos, document any wear and tear, and if possible, make simple repairs before announcing them.

3) Choose trusted platforms

Prefer sites with good reputation, security and national reach. Kwara, Enjoei, OLX and Facebook Marketplace are popular and effective options.

4) Be transparent in descriptions

Inform brand, model, usage time and actual state of the item.This honesty helps build trust and avoid future complaints.

5) Set realistic prices based on the market

Research values practiced in auctions and similar marketplaces.“The goal is to rotate the stock efficiently, not maximize profit at any cost”, or thiago.

6) Take advantage of the reach of platforms

Specialized environments already have an audience willing to buy. Kwara Auctions, for example, attract interested parties and have dissemination on social networks and in the press, optimizing the reach of their products.

7) Sale in lots when possible

Grouping similar items (such as chairs, kitchen utensils, or electronics) speeds up the selling process and can increase the average bid value.

8) Well match the shipping and pickup

Logistics vary according to the platform used. Some leave the transport on behalf of the buyer, others the seller. Combine beforehand to avoid surprises and ensure a smooth transaction.

“Finding a business can actually represent the beginning of a new phase. And selling your utensils with strategy makes all the difference in the final balance.What often seems like a problem can become immediate liquidity, just know how and where to sell”, concludes Thiago da Mata. 

In a universe where thousands of new businesses emerge every day, finding their differential has become a matter of survival in entrepreneurship. More than competing for price, modern entrepreneurs need to create real connections with their audience and offer unique experiences. But how to stand out from the competition effectively?

According to data from the most recent edition of the Global Entrepreneurship Monitor (GEM 2024), the Brazilian scenario has shown significant growth. Currently, about 47 million Brazilians are engaged in entrepreneurial activities, formal or informal. In 2024, the entrepreneurship rate reached 33.4%, the highest index recorded in the last four years, reflecting the strengthening of entrepreneurial culture in the country.

For Raphael Lassance, partner and mentor of Sales Clube, the largest sales community in Brazil, the first step is to deeply understand your target audience. “Knowing the customer goes beyond demographic data.You need to understand their desires, pains and consumption habits”, he says.

Brands that know how to communicate their value proposition clearly and authentically tend to create stronger bonds with consumers. Well-built branding, coupled with consistent digital presence, is one of the main weapons to differentiate themselves.

In addition, betting on constant innovation, whether in the product, service or business model also shows an effective strategy. Below, Lassance lists some practical tips to stand out from the competition:

• Invest in the customer experience: service, after-sales and support are powerful differentiators;
• Create a strong purpose and communicate it authentically;
• Use technology to your advantage: automation, personalization and data analysis are accessible and effective tools;
• Bet on niche markets: often, focusing on a specific segment can be more advantageous than trying to please everyone.

Undertaking is a constant challenge, but also an opportunity to build something unique.In a market saturated with options, those who deliver real value and have their own identity, conquer the space that really matters: consumer preference.