‘When the writing gets tough, you need to be able to imagine yourself getting the things you want out of life as a result of your published book.’
~ Daniel Priestly, in ‘Become a Key Person of Influence’
What is it about the idea of publishing a book that unearths a deep longing in so many individuals? For centuries, people (like you!) have been gripped by the notion of writing a book to add new dimensions of financial reward, excitement, achievement, connection, growth, pride and contribution to their lives.
In terms of your business, your book is actually a low-cost item for purchasers who may have never heard of you, or who may want more of what you offer. There is little risk attached for the buyer as it’s an easy and familiar purchase, and a book by its very nature says trust and value. And it has longevity and transferability.
It would be difficult to think of another product you could create or develop that offers these benefits to your clients:
- low purchase cost
- high perceived value
- high trust factor
- easy entry to you and your business
- low risk investment
Your book provides a buy-and-try entry option to interested people who will show little or no resistance to such a purchase, if it offers them what they are looking for. Most people love books – particularly those that show empathy and relevance to the reader. Show that you understand the reader’s situation, and offer something of value to them, meeting them where they are.
Some will later invest again with you in other parts of your business because they feel they now know you and trust you. A good book will do that. And some of those people may eventually move into the inner circle of your business, which requires the highest level of trust, developed over time.
You build ongoing loyalty by providing transformation through your book and your other products and services. You enhance your customer’s life and expand their possibilities, enabling them to take what they have learned from you and go on to impact their own world.
Here are some more good reasons to take this publishing thing seriously:
- Writing your book requires you to get total clarity about who you are, what you do, who you want to work with, and what you care about. It can take you back to square one – and even pivot a business completely.
- You will feel you are adding lasting value to the world through your work.
- Gather your existing content and IP, and modify for use in your book, or work the other way. Your book can be the launching point for other products and services, such as live workshops, podcasts, events, programs or courses, or recorded versions sold digitally.
- Apply to speak at larger events than you have ever done before. You may be invited to speak at events and conferences locally and much further afield when your messages are relevant and linked to bigger issues. (Bronwyn Reid’s books helped take her to Singapore where she spoke about her topic of expertise – environmental sustainability – at Asia’s leading annual mass participation sports conference. Helen Baker, financial adviser and author, has presented at a law conference in Paris because of the connections her books have assisted.)
- Reach out to key people and influencers in your field during preparation and writing, ask for input or commentary, and be generally welcomed. (Thank you, Dr Frankel, for writing a Foreword for my book.)
- Begin promoting your book before it even comes out, to raise visibility, authority and anticipation, as well as pre-launch sales.
- Use your book to develop your brand and help potential clients understand what you’re about, and how you can be valuable to them.
- Benefit from the power of partnerships by giving or selling copies of your book to businesses you partner with, for them to use in their promotions, events and marketing.
- As a published author, people will begin to see you as a leader in your field, which opens opportunities to review your pricing and the type of work you prefer to do.
- Publishing and leveraging your book successfully will require you to stretch and challenge yourself personally and professionally, and will ultimately elevate your self-image, along with your public persona.
Be unafraid to bring your unique experiences, intelligence, insights, language and connections to your book – so you do not sound like the rest of the crowd, and you prove you DO have something important to say.
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This is the second of a series of articles taken from the book, ‘Smart Women Publish – Write the book that expands your world’ by Bev Ryan. Each article in this series will present the key ideas in its 15 chapters, from what a book can do for you, through planning, writing, publishing and leveraging your published book.
Bev is a certified non-fiction book coach (including memoir with a message) and book production manager, working with accomplished individuals and small business owners as they write and self-publish their best books. Contact her to help you with your book.
Bev’s own book is available here. Her low-cost book plus kick-starter coaching package is here.