“Once your book is written, your goal should be to get it into the hands of people whose lives it could change forever… and yes, accountants, business coaches, real estate agents, dentists, and lawyers can change people’s lives.”
~ Debra Hilton
Now that you’ve invested time, energy, money, and other resources into writing your book (see “Putting Your Business Book to Work” for strategies that will help you think about the type of book you need to write), here are 7 simple ways to use it to generate opportunities:
#1 List Your Book on Amazon (both Kindle and Physical)
Amazon is the largest search engine for buyers, and that is not likely to change anytime soon. Your book sales are unlikely to make you a great deal of money, but they will help you get seen, especially if you can generate enough sales so that Amazon realises your book has value and promotes it for you.
Every person who encounters your book is a prospective client or partner so a high degree of visibility is helpful. This is not the place to go into how to improve your visibility on Amazon, which is an art and science of its own, but you should be there. Definitely on Kindle for electronic versions and also via KDP (the successor to Create Space) for print on demand hard copies.
#1A & #2A
Also list your book and audio book on iBooks, iTunes, and other platforms and formats to ensure maximum distribution and reach. You’ve already done the work of creating your book so distribute it as widely as possible.
#2 Create an Audio Version of Your Book
Many people prefer to consume their books in audio format (often at high speed) while they are commuting, exercising, or doing household chores so having an audio version makes sense. You will need to have access to a good quality microphone, but you don’t have to use a professional recording studio to meet even Audible’s stringent standards.
This can dramatically expand your readership and help you get your message into the hands of even more prospective buyers. Many busy people consume multiple books in audio formats for every one book they read and there is far less choice.
#3 Send Your Book to Qualified Prospects with a Cover Letter
No matter what your business, there’s an extremely strong possibility that some of your ideal prospects are not looking for a solution to the problem you solve.
There are many possible reasons for this: they may be too busy tiptoeing around the problem to search for ultimate solutions, they may already have other solutions in mind, they may be preoccupied working down the list of problems that are plaguing their business…
The point is, when your book shows up on their desk, it suddenly makes that problem top-of-mind and it presents them with a clear solution to at least one of their problems. Most of my clients get at least a 50% response rate with this strategy.
#4 Advertise Your Book Rather than Your Service or Free Consultation
Unless your primary role is as an author, the income you derive from book sales is secondary to the income you derive from the consulting and sales it generates.
Once you start seeing your book as a lead generation magnet rather than an income generation tool your whole pipeline changes (especially if you are in a regulated industry like health or finances). You can promote your book as heavily as you choose and let your expertise and philosophy illuminate your readers and you can say just about anything you want (within the bounds of truth and reason).
A book is a low threshold entry-point for prospects. It is far less threatening than a free consultation or even a webinar, yet it establishes your credibility and gives you a chance to get in your prospect’s ear… quite literally, if you give away an audio book.
#5 Promote Your Book (and Your Author Status) on Social Media
Make your status as an author a part of your identity… it is an extremely powerful tool to help you gain credibility and to help people become familiar with your message.
Several of my ghost-writing clients have found that this step alone creates a lot of interest amongst friends of friends which generates valuable business opportunities. Even with the proliferation of business books author status generates authority positioning.
All your social media profiles should highlight the fact that you are an author and should direct people to one or more places where they can purchase your book. Your preferred source may vary depending on the audience you are targeting and your goals at any particular time. Sometimes you want them to purchase/request from your website, other times you might want them to go to Amazon or iBooks.
Need Some Help Putting Your Book to Work?
Have you written a book but are not reaping the rewards in your business? I designed the marketing campaigns, wrote the copy, (and the manuscripts) that propelled 2 books to New York Times bestsellers.
If you’d like to spend 30 minutes talking about your book marketing goals and current efforts book a free session. http://www.scheduleyou.in/aPy7Kmkue