“When you think strategically about the kind of customers you want and understand deeply what attracts them, then you are well-positioned to select the customers you want and repel those who will cause you headaches and make your life miserable.”
Why is a Book Important for You and Your Business
An authority book demonstrates your ability to sustain your focus and knowledge and becomes part of your personal brand that sets you apart as the or one of the obvious points of contact (assuming that your goal is to attract high quality clients who value your services).
Videos engage people’s attention and are very valuable marketing tools, but it’s hard to scan a video and determine what level of thinking and expertise lies behind the picture which is what serious buyers want to know.
Buyers (especially wealthy, reputable buyers) want substantial proof that what we’re about to invest in has a solid basis – even if our buying decision is heavily influences by emotion. Your authority book – is the price of entry if you want the opportunity to move beyond the status of Authority and earn the status of a Hero or a Sage.
Big Shifts Ahead
I was at a seminar last week and one of the speakers was elaborating on the ‘new pyramid’ and ‘Metatrends 2020-2030’.
As a marketing strategist, I had to laugh at some of the predictions because historically they fit right into the ‘green revolution’, ‘population bomb’, ‘new ice age’, ‘elimination of the cold virus’ etc – plausible, but fitting into predictable categories with terrible track records. One of the advantages of an online event is that no-one can see/hear you laughing.
I mention that because, while ‘news’ and ‘attention’ thrive on novelty, actual human behaviour is fairly predictable and the ‘new pyramid’ actually isn’t new at all.
However, in 2016 Chris Porter and John Burns wrote a book called “Big Shifts Ahead: Demographic Clarity for Business” which highlights the demographic factors which affect businesses. Although it focuses on the US data, it’s easy to extrapolate and apply the thinking in Australia and other parts of the world, because many of the findings echo the concerns of European economists and politicians as they look at their own countries.
The current pandemic will accelerate the rate of change. Those business owners who take precautions and think strategically now will be well ahead of those who take a ‘wait and see’ attitude.
Will You Be a Covid-19 Casualty?
In a post-pandemic world, your marketing will need the stamp of authority more than ever before if you want to be considered as a serious contender and a well-written book that accurately reflects your degree of knowledge, style, and process is a great way of removing many questions from your prospect’s mind far more effectively than a Zoom call.
If you don’t have a book yet, you should start writing today!
If you already have a book… One is essential, two are important, and three or more are a proven powerhouse for attracting desirable clients!