How many people are using their book as a marketing tool? A quick check of LinkedIn returned 1.2 million people with the word “author” in their bios. Excuse me, the words “best-selling author” in their bios. (That’s a whole ‘nother rant.) Sure, they all mention that they are authors, but very few are using their books to their best advantage.
If you’re a speaker, coach, or consultant you’re probably already aware that writing a book has become an expectation; it no longer earns you tons of extra bonus points. The business world has moved from “You have a book?” to “What do you mean you don’t have a book?” The bar was raised and savvy business people jumped over it, some with more grace than others.
As each book launched, there was a day or two of activity, and then 99% of those books were barely heard from again. Now all that hard work is one short phrase in a bio.
That could be seen as a lot of wasted effort. However, just having the phrase “best-selling author” in your bio is a marketing feather in your cap. It at least gets you over the first hurdle. It gives you credibility and expert status. In situations where people’s resumes are fairly comparable, it may make the difference between being hired and not.
But a business book can do so much more for you.
Your Book is a Marketing Tool
I have consulted with business people who were disappointed that their book wasn’t a magic bullet to fame and fortune. Anyone who writes books for a living can tell you that writing the book is only the first step. The second, and sometimes harder step, is marketing it. But for business owners, the second step is not marketing the book. It’s marketing your business with your book.
I’ve discussed using your book as a lead generator and suggested several ways to use your book to generate revenue and hey! Here are three other ways your book can generate revenue. Some may be more workable for you than others. The point is that the book is the marketing tool, not the product. You and your business services are the product.
If you’ve taken the time to write a book and publish it, first of all Congratulations! That is a major accomplishment. Now it’s time to honor your book and your hard work by not allowing it to die on the shelf.
Where I Boss You Around
This week take some time to work on ways to market your business with your book. First step is to think about your target market. You most likely have a good idea of who your ideal customer is. (If not, download this free Target Market Analyzer.)
If you’re not using the Analyzer, make a list of places your ideal client hangs out, online and offline. Now ask yourself what the best way is to reach them and what in particular is going to entice them to click for more information, whether it’s about your book or your services. What is the most common problem people have that causes them to seek you out? Is it something that’s easily solved? Do you cover that in your book?
If it’s a problem that is easily solved, what is the next problem that your clients run into? How can you solve that first problem for them and then make them aware of the next? Think about how you step people through your sales process, what their needs are, and what solutions you have for them. You don’t want to solve all their problems with a $20 book. You do want to make them aware of problems and pitfalls and how you can help them navigate them.
Choose three ways to use your book to market to your target audience. If one is easy to put into place quickly, start with that. Implement the other two as soon as you can. Then track them to see if they are working. You can do this by sending people to opt ins that will tag and segment so you know which method brought them to you. You can also tell by varying your offer or using a coupon code for your services. Most small business owners don’t track where their business comes from. When business stops flowing, they don’t know where to go to turn on the tap again. Always track your sales, even if it is as simple as asking “How did you hear about me?”
Marketing is Forever (Sorry.)
Using your book as a marketing tool is an ongoing process. Marketing is never “one and done.” There is always something to be tweaked or tested. Neither is it a one pronged fork. (Is there such a thing??) When I develop a marketing plan for my clients, we decide on three main strategies to implement. We look at ease of implementation—if a strategy is too complex, too expensive, or beyond the person’s abilities, it won’t get done. I also like a combination of fast results vs. a slow, steady build. Some people need a quick pop of funds. But any business owner who has been on the feast or famine rollercoaster knows that a steady, consistent income leads to less stress and a healthier business model.
You worked hard on your book. Now put it to work for you. Let me know what methods you are using and how they’re working out in the comments below.
If you haven’t written a book for your business and you’ve come to the realization that you need to write one, check out my home study course, Write Your Book in 90 Days. I break down how to write your book into easy steps and walk you through the entire process. You can work at your own pace and you have full email support throughout. Get the details here: Write Your Book in 90 Days