Are you in the middle of starting a new business? Or maybe you’re getting ready to sell a new product, service, or course.
Either way, as a business owner and an author, we want to put our book at the front of those offers.
When someone works with a traditional publisher, what do they get out of it? They get a published book and that’s about it. Once the book is done, so is your relationship with your publisher, but this shouldn’t be the end of the road for your book.
When you have your published book, it’s time to position yourself as an authority figure and a leader in your space. It’s time to focus on getting your book into the hands of your audience.
So whether you’re getting ready to start marketing a new book or you have a new product/service coming out, I reminder for you: Don’t expect anything from your book unless you’re actively using it.Don’t expect anything from your book unless you’re actively using it.
Unless you’re actively using your book to drive leaders, get PR and media, and doing everything you can to get it in front of your ideal client, you’re probably not creating the number one thing you need most in your business: flow.
By flow I mean: a flow of leads, a flow of opportunities, etc. If you don’t have a continuous flow of leads and opportunities in your business, you’ll be stuck wondering how to make your new offer work.
Here at Bestseller Publishing, our primary goal is to help authors create that flow. We accomplish this doing two different things:
- Paid Advertising
It really is the secret ingredient to growing and scaling a business. There are a lot of moving parts that go into doing paid advertising well so let’s take a step back.
If we didn’t spend thousands of dollars every day on paid advertising, I would not have the necessary flow in my business to allow it to keep growing.
If my ads are down one day, which has happened before although only a few times over the course of seven years, someone might think at least I get to save some money that day. But that isn’t the case. If my ads are down, I’m losing money because I’m losing the flow.
I remember once when this happened I went to Steve, who handles all of our in house tech stuff, freaking out about how if we’re not getting leads from our paid advertising every day, we’re going to lose our flow and we need our flow, etc.
There was a time when we weren’t using any paid advertising at all. Then I started small and tested things to see what works. From there we were able to start to scale it up.
The other way we create flow?
We create content on a regular basis.
This blog post is a piece of content. I hope what I’m sharing with you is valuable because it’s valuable to my business.
An interesting fact: this blog post started as a video. It was a training for my BSP clients and now it’s being repurposed into this blog post as well as a few others. We’ll create emails to share the posts and we’ll share everything on social media.
Whatever you choose to keep your business in the flow, there are two primary resources you’re going to be working with.
Time and Money.
Time is worth a whole lot more than money because once it’s gone, it’s gone.
You can always make more money, but if you’re trying to figure out paid advertising and you’re not there yet, then you might want to take a look at creating content while you learn more about paid advertising.
What if you already have a good flow in your business?
Then it’s time to focus on the frame. By frame, I mean how you’re framed to your audience/ideal client. How does that person view you? A business owner with a bestselling book in their industry is going to appear to be a much more credible and authoritative figure than their counterparts because having a book positions that business owner as an expert and celebrity.
You want your ideal client to see this frame so they trust you and your business. The same goes for a product or course you might be selling online. It’s equally important to create this solid frame around these offers as it is for a book. What I want to focus on is filling the gap between the two: book and offer.
What happens after someone purchases and reads your book?
Here at Bestseller Publishing, we’re sure to grab their email when they get their book so we can send them links to an offer for a phone call. This is crucial for us so we can get to know the potential client, they can get to know us, and we can figure out if it will be a good match.
If we don’t have that conversation with them, they won’t see how we can help them solve their big problem that they’re really coming to us for. Our clients usually are coming to us just for a book because they heard they should have one. Most of the time they didn’t realize how big their problem was.
It’s during this conversation that we need to set the frame for the potential client. We like to do this by asking about results. We give the potential client questions about what they want to achieve in their business, what would happen if they do achieve those things, and what that transition in their life will look like.
Let me give you an example.
A new potential client has reached out to Bestseller Publishing saying they want to write a book, they want it to be a bestseller, and they want the book to make them an expert. My first question would be: what do you want your income to be because of this newfound thought leadership in the space? They tell me they want to make $100,000 a month.
I ask what their lifestyle would look like if they were making $100,000 a month. Would they want to move and live somewhere else? What would their business look like? Now, of course, these answers are brief for the sake of this example, these conversations are typically a bit longer and more in-depth, but you get the idea. The point of these conversations is to find out what the client’s real desires are.
Once we have all of these answers, we have half of the puzzle but we don’t have the whole picture. We know what part of their most ideal life looks like and what makes them feel a little warm and fuzzy inside, but we don’t know where they’re at now. It’s important to establish that there is a gap between what they’d like to achieve and where they are now.
So then we’ll ask them what they’re making right now. They’ll say $5,000 a month. This means that based on their goal monthly income, they’ll have to 20x their current income. When I ask if they’ve done that before, they’ll say no. So they’re having a difficult time achieving that goal. They need help and they need support. We all do.
So this potential client is a solopreneur and desires results that can only be achieved through the work of a team, but they can’t afford to hire a team right now. Why would you want to establish this? Like I said previously, we’re establishing that gap but most importantly we’re using their words. We’re not making anything up. They’re telling us where they want to be right now.
Then we’ll talk to the potential client about what their roadblocks are. Why aren’t they able to get the results they want? Usually, they give answers along the lines of not having enough time, not knowing how to write a book, aren’t sure how to finish their book, etc. Once this part of the conversation is finished, we’ll move on to the offer. We suggest a package that will best suit the potential client based on their own individual needs.
In our done for you program, that can range up to $45,000 which is a lot of money. No one is going to be interested in that offer if they can’t see how that done for you program is going to fill the massive gap in their business that we just talked about. It’s up to us, at Bestseller Publishing, to frame the conversation the right way so the potential client can see how much our offer can fill in that gap.
So whatever it is that you’re selling, whatever offer you have, it doesn’t matter what the investment is. What matters is how you frame it and if there is a steady flow of potential clients/customers seeing it.
That’s all there is to it.
A few takeaway questions for you:
- What are you lacking in your business?
- Do you have enough flow to your offers?
- How are you framing your offers?
These questions are hugely important. Your offers need to convert to the right percentage to make your business growable/scalable. Hopefully, with the right approach, you’ll see the results you desire.