In this chapter I’m going to give you the inside scoop on HOW, exactly, you can use your book to get (more) clients and grow profits.
After all, that is the reason you really want to author a book, right?
You don’t want to be an author just because it’s cool (although I know it’s tempting)…
Before I get into the 3 ways to grow your profits, let me first restate why using a client-getting book is magical.
When used effectively, a book will give you more reach and more revenue (you’ll reach more people and you’ll make more money). That’s it!
The primary job of your book is to start the conversation with your ideal client. Your book will then lead this conversation to your service or product.
BUT there are 3 ways to use your book to grow your profits and add new clients in a jiffy.
And because you’re going to use it to educate your ideal client, you’ll be attracting the people you want to do business with and repelling the ones who are not a fit. This alone will skyrocket productivity, because the book will do some of the hard work for you.
Thus, being a 5-Hour Author will lead to more QUALITY conversations. (More quality conversations = more money, in less time with less hassle.)
So, let’s get started…
Here Are The 3 Ways To Use Your Client-Getting Book To Goose Profits:
1) Use it to start a conversation.
2) Use it to further a conversation.
3) Use it to restart a conversation.
Sounds pretty straightforward, right?
Now I’m going to demonstrate the 3 ways for you.
1) Use your book to start a conversation: Cold Leads
This is the most common way to use a book. It’s a way for you to position yourself as the celebrity, authority and specialist in your niche. To start the conversation with your ideal client you just have to get the book into your prospect’s hands. You can easily have your prospects download it, you can email it or you can send them a physical copy.
The most popular way to generate new leads is to give away your ebook for free (or just charge the shipping costs for the paperback book). Of course, you’ll do this in exchange for the prospect’s name, email and possibly mailing address.
Of course, you’ll need to use ‘marketing muscles’ to introduce the book to your ideal prospects. That means you’ll need to craft a few successful ads to make it irresistible for them to grab a copy.
But only a small percentage of people that get your book will buy from you as a result of their first conversation. So it’s important to have a system in place that allows you to channel the conversation toward a future sale. The key to exponential sales is your conversation channels—what you say, how you say it, and when you say it, and which medium you use to say it. And fine tuning these conversation channels based on what each client wants. A simple formula to follow is to provide a tremendous amount of value FIRST (for free or for a small fee). Then invite your ideal clients to work with you. This approach makes it easy for your ideal clients to raise their hands when they’re ready for your help.
When you take the time to build a client-getting machine around your book. You’ll have a complete system that ebbs and flows with the engagement your clients and prospects have with you. Enabling you to invest more time with the people that want your help. And allowing you to attract ideal clients, build rapport and convert more high-value sales.
Let’s get into how you can use your book to generate new leads.
There are many ways, but I’m only going to share a few of the most effective with you now…
…The first and very best way is to use a single-purpose webpage (landing page).
For example, at the time I’m writing this book the 5-Hour Author landing page converts an average of 51% of all it’s visitors to real prospects.
The way I’ve been able to achieve such a high conversion rate, compared to a 20% conversion rate, which most people would be happy with, is through lots of testing, tweaking and application of the methods I’ve learned from Dean Jackson, the creator of the first landing page.
Designing a successful landing page is a balance of art, neuroscience, timing and touch that starts by having something valuable to offer your ideal client. In this case, it’s about having an irresistible book cover and title. The next key to success is to write the content on the landing page. This is WHAT you say and HOW you say it. And because the goal of this type of landing page is to keep it SIMPLE, what you DON’T say on the page is just as important to achieving higher conversions. The final key to success is mastering the “look and feel” of the landing page. Just as with the other components of this landing page, when it comes to your design, less is more.
A great way to piggyback on your books webpage is to create a direct mail letter and/or postcard that is sent to a highly targeted list of ideal clients. The mailing piece would direct the prospect to your webpage to get a free copy of your book.
If you already have a mailing list, awesome. If you’re looking for more options, check out http://lists.nextmark.com.
The next thing that works very well is to create press opportunities, or “PR,” that will open the doors for you to be featured as the expert and your industry’s leader.
I recommend that you reach out to other digital content publishers (website owners, blogs, podcasts and publications). You should also contact more traditional media like TV, print and radio.
You can also use press release distribution services; for example, here are three easy to use and highly effective web-based PR services:
Once you get PR, the real benefits will come from MARKETING the PR you just got.
I call this Remarketing PR. It’s taking your high-credibility, newsworthy PR and then remarketing it to your customers and prospects by email, on your website, via pay-per-click ads, banner ads, social networks, etc. This is truly where the PR gold is realized.
A sweet tool for remarketing your PR and converting more sales is www.Snip.ly. It allows you to embed a call-to-action on every link and page you share.
The options to share business-boosting buzz are endless. You can create your own or share third-party articles, press, etc. that support your product, service and point of view. But the key to unlocking the value of newsworthy content is to deliver it to your ideal clients personally. When you do, it’s a Fastpass to super-credibility status.
You’ll also want to give out your book at trade shows, events, mastermind meetings, speaking engagements and presentations.
Then there are the online retailers like Amazon, Apple, Barnes & Noble, etc. Selling in these places is an excellent way to get A LOT of exposure for your book (and your biz). This option is particularly great if you service clients from all over.
If you’re a local business, you may or may not get the same benefits by using these mass-marketing platforms. As always, it’s best to look at how this will fit into your business goals and your marketing plan before pursuing this option.
2) Use your book to further a conversation: Warm leads
As you know, it’s just as hard to keep a conversation going (especially when you’re trying to keep it moving toward a sale) as it is to get new prospects. The real money is on NO because most prospects will not be ready to work with you right away. That’s why a book plays a critical role in getting (and keeping) the attention on why you’re the best and only option your prospect should consider when the time is right for them.
Plus, it will help you sell without being too salesy.
Because your book is an educational asset, it will work wonders for you as a presales tool (to educate your prospect prior to a call or in-person meeting). This helps warm up your prospect and position you as the expert.
Another method is to use the book as a leave-behind or takeaway (AFTER you have had your first phone call, online meeting or in-person meeting with the prospect).
One more way is to identify joint venture partners, vendors and other raving fans that would mutually benefit by helping you get more exposure for your book. When you structure it as a win-win and find the right partners, this method can have the greatest impact on your bottom line.
3) Use your book to restart a conversation: Hot leads
We’ve all been guilty of neglecting our current clients, past clients and the so-called dead leads. Your book is the quickest and easiest way to get back in touch and restart meaningful conversations.
It’s likely that your book will educate them on something new or something different (than what they have shown interest in or bought in the past).
Or your product or service has improved in some way.
Or you’ve added new products and services.
Either way, a book is an excellent reason to reconnect with your current clients, past clients and prospects, and to revive dead leads. You’ll get more conversations restarted, which will lead to them buying more from you and spending more money with you, and making more frequent purchases.
All you have to do is notify your current list by phone, text message, email, or direct mail, then follow the same nurture process you use for new leads.
This chapter was intended to get you thinking about the many ways you can start, continue or revive conversations.
I’m sure you are thinking of more ways to use your book right now. Get creative, and embed your book into all your biz touch points.
How else can you use your client-getting book to help you sell without selling?
Now it’s time for us to get to work on your new book. In the next Chapter I’ll introduce you to the 5-step plan you’ll need to follow to author your first book, then we’ll jump right into it…
Let’s get started… Cool? Cool.