The real value of having a book is how it positions you within your industry. However, the money comes from what you do once you gain that position.
I always tell my clients, don’t expect anything from your book, unless you actively use it to drive leads. If you’re not using your book every single day to land press and get in front of your ideal audience, you’re not capitalizing on the biggest opportunities that a book can create for you.
Here’s how to use your book to amplify sales.
First, figure out how to secure a steady flow of leads.
A business cannot run without sales, which means the best thing you can prioritize is creating a constant flow of leads.
There are two primary resources you have to secure this flow of leads:
- Time– spend time writing content to get in front of your ideal audience
- Money– spend money to run ads or pay for other promotion
Which one of these you use will depend on which resource is more available to you at the moment. Time is always the most valuable resource because it’s finite. However, in the beginning, there’s no getting around spending time to make money so you can later leverage that money to buy back your time.
At Best Seller Publishing, we make a substantial amount of money so that’s the most predominant resource we use to get new leads. We spend thousands of dollars a day on ads. That may sound like a lot, but the return we see and the time it saves me makes it well worth it. When that ad spend dips, so does our income.
Once you have a flow of leads, the second part of the formula is frame. You need to frame your offer and position yourself as the go-to expert in your field. That’s where being a best-selling author comes into the equation.
There are two parts to framing this so your leads convert:
1. Your position as an expert
As I mentioned, this is where your book comes into play. The fastest way to get your expertise respected is to have media to back your experience and position you as an industry leader. This comes from a best-selling book. It also comes from other things made possible through a book, like podcast interviews, speaking engagements, and media appearances.
2. Your offer in relation to the client’s problems
The biggest mistake people make when it comes to converting leads is the lack of positioning their offer in the client’s eyes. Don’t sell the flight, sell the vacation. You need to be able to communicate how your offer is going to fix a giant problem in your client’s business, and how their daily lifestyle will change once that problem is fixed. Otherwise, they’ll look at your offer as an unnecessary expense and not the life-changing investment that it is.
I explain how to position your offer as a needed investment by asking your prospect a series of specific questions. Tune into today’s podcast episode for additional details on how to execute these tips. If you need a little more hands-on help, apply for a free strategy session with one of our Author Development Coaches here if you’re interested in working with us.