It has been said that everyone has a book in them. This usually refers to a novel or a memoir, but what about writing a book solely for marketing purposes. Self-publishing a book is one of the best ways to increase your profile, explains Gerry Robert.
When you become an author you instantly gain several advantages to help you promote your business. I’m not talking about trying to write a “best seller” or being the next JK Rowling or John Grisham. I’m not talking about even selling the books, I’m taking about using it as a marketing tool; self-publishing a book for one purpose and one purpose only that is boosting sales and income.
A book gives you credibility
People who have published a book are perceived as experts. Prospects see your name and face on a book cover and in our culture, you are viewed as credible and as an authority figure.
Plain and simple, the more credible you are, the more sales you will make. Why? Because people will trust you more.
A book gives you free advertising
Despite popular opinion to the opposite, radio stations, TV shows, magazines, newspapers are looking to give you free publicity. They start every day with an empty page and they want to give you exposure. And who gets that exposure? Published authors!
The value of this seems obvious but when you are visible and people see you on TV or hear you on the radio, it helps your business. A book has given me over £5 million of free advertising.
A BOOK HELPS YOU DIFFERENTIATE YOURSELF FROM THE COMPETITION
There are thousands of people who offer what you offer. Why should they buy from you?Competition is stiff today! Imagine this; an estate agent is making a presentation to the owners of a nice house worth over £2 million. Of course, they will likely interview several agents before granting the listing to one of them. Before leaving, our imaginary agent says something like “Mr. Jones, I know and fully expect you will speak with several agents before making this important decision. Can I ask you to do just one thing before making that decision? Please read the chapter in my book entitled ‘How to Find an Estate Agent You Can Trust?’ Then he autographs a copy of his book for the homeowner. What has just happened to his competition? Obliterated!
A BOOK OPENS DOORS
Christian Warren wanted to meet CEOs of large enterprises to offer his unique Internet architectural services. The problem is that CEOs don’t speak to IT people. But how could he get in? Well, he writes a book entitled Running with the Rhinos, a book on leadership. It’s a topic of great interest to his target audience. Now, before making a sales call to the CEO he sends them a copy of this book along with an autograph, which includes the following:
Dear Mr. CEO
My mentor told me that I should give my book to the hundred most positive people in this city, I hear you’re one of them. Enjoy the book!
A book attracts prospects Instead of cold calling or any other outdated rejectionbased strategy, why not make the people who are likely to buy your product or service come directly to you?
How do you do this?
Do what Rozieta Shaary did. Every week she would advertise her practice with an ad that cost £1,500. She would typically receive 15 to 20 calls every time that ad ran. After attending our seminar, I suggested she publish a book and offer it for free in her advert. The result? She consistently got 500 phone calls from the same £1,500 ad. If you want to become a magnet to prospects… Write a book!
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