Do you have any idea what a difference writing and publishing a book can make in the results you’re getting from your business?
If you’re even aware that you need a book, you’re way ahead of most business owners. Recently I asked John Kremer (author of 1000 Ways to Market Your Book) what percentage of entrepreneurs know they need one, and he said he wasn’t sure but he would guess about 10%.
What’s that he said in his second comment? If you’re setting up oil rigs, you probably don’t need a book?
Well, you’re probably not setting up oil rigs.
WHAT WILL BRING YOUR PROSPECTS TO YOU? My guess is that most of your audience doesn’t understand that an “oil rig”—much less YOUR “oil rig”—is the solution they need. A lot of them haven’t even correctly identified their problem. The next-most sophisticated group know what their problem is, but have no idea what the solution might be.
Only the elite few have identified their real problem and are aware that you offer the best solution.
(For a thorough discussion of how to address prospects at all of these different levels of awareness, see Michael Masterson’s book, Great Leads: The Six Easiest Ways to Start Any Sales Message.)
HOW DO YOU CONVINCE THEM? So … how do you get these individuals to realize they need what you offer? And once they’ve realized that, how do you convince them they need to get it from you and not from your competitors?
Here are some of the common answers to that question:
- Compelling videos widely distributed across the Web
- Reviews on high-visibility sites
- Superbly crafted autoresponder sequences for each level of awareness
- An on-target and well-implemented social media strategy
- To-the-point guest posts on other blogs
- Well-chosen joint venture partnerships that promote your product or service
Will that do it for you?
Well … if you do all those things you stand a good chance of cornering your audience’s attention. But you also risk sabotaging yourself with inconsistent messages. Why? Because you can’t do it all yourself, so you’re probably going to sub out a lot of the work. And well you should! But how are you going to make sure your team members and/or outsourcers really understand the message you want them to deliver?
WHAT’S YOUR BEST SOLUTION? The best solution to that question is a book. Not just any book, and definitely not one you throw together in a weekend or rewrite from someone else’s PLR content.
No, you need your own unique book that addresses common misconceptions about the readers’ problems, makes them feel their pain and yearn for a solution, and then makes it abundantly clear that your solution is the only one that will satisfy their needs.
PLANT YOUR SEEDS THE RIGHT WAY Why a book? Why can’t you just do all that with emails, social media, videos, reviews, guest posts, and JV partnerships?
Because that’s what all the other smart marketers are doing. You need to be smarter. More devoted. More convincing. You need to plant seeds that will not only sprout, but grow faster and stronger than anyone else’s.
And there is no better way to do that than with a book.
WHY A BOOK? Think about it. If one professional or business owner hands you a business card, but another tells you he wrote the book on the subject and then places it in your hand, which are you going to consider more credible?
Yet that’s just grazing the surface of the benefits a book will bring you. Your well-written book will address readers at all levels of awareness, from those who don’t even know what their problem is … to those who have identified it but don’t know there’s a solution … to those who know there are solutions and are seeking the best one.
Your book sets you up as the go-to person, lays out your message clearly—as a guide for your writing team or outsourcers, as an educational tool to help your clients or customers get the greatest possible benefit from your product or service, and as a door opener for media attention.
What else could do all that for you?
All the experts agree. This excerpt from an interview with best-selling author Dr. Kitka Hilmar-Jezek says it well:
ML: Why is it important for entrepreneurs to have author added to their title?
KHJ: It is an excellent marketing, branding and credibility building tool. With a book they have a platform from which to share their message in a way that attracts the people who are natural potential clients, investors or joint venture partners. A book presents their content in a well-structured and pre-framed way that gives the audience a deeper understanding of what they do, how they do it and why they do it. Additionally, if the entrepreneur shares why they do what they do, it adds value in terms of communicating their purpose. Leaders inspire us because of their “why” and when we are in alignment with the vision, we are more inclined to hop on board and show support. Author Simon Sinek best explains this in his book “Start with Why”, which I highly recommend.
ML: Book Power: A Platform for Writing, Branding, Positioning & Publishing is your newest book, which focuses on why and how to write a book. What benefits have you encountered from being a best-selling author? (Chiwah’s note: book published May 1, 2013)
KHJ: The most obvious benefit is that it positions you as an expert in your field. You gain instant credibility and this opens many doors to opportunities which did not exist before. Getting access to media and interviews becomes simple because you now have the book, which positions you as “the voice” on your particular subject. Media channels are constantly seeking expert and professional opinion on various topics and are eager to have you share your knowledge. In addition, you may be asked to speak professionally at workshops, seminars, conferences and offering keynote addresses. You gain respect from your colleagues and peers. You attract a higher amount of clients and they are more valuable clients because they are already familiar with your business, product or message so they come to you ready to move forward. Writing a book is not the end, it is the beginning of building a brand and a platform for maximum marketing in today’s social oriented marketplace.
(Excerpted from Michael Luchies’s article titled “The Power of the Book for Entrepreneurs: Interview with Kytak Hilmar-Jezek.” Kytka Hilmar-Jezek is a renowned best-selling author, entrepreneur, and international speaker.)
Don’t Lose Out! Don’t let yourself lose out for lack of a book. Whether write it yourself or have our professionals write it for you, it has to be YOUR book, based on the expertise garnered through your years in the business. That’s the book that will draw the buzz and position you at the forefront of the market as nothing else can.
To schedule a complimentary 30-minute phone session to discuss how we can help you with your book and get a free quote, give me a call at 442-615-0399.