Business is more competitive than ever and getting heard over your competitors is difficult. Depending on your industry, the big players can have unlimited marketing budgets and the ability to saturate the marketplace. Small business owners need to fight the fight on their terms, by seeking a competitive advantage.
Businesses are still failing at the same rate that they were 10 years ago. The good survive; the bad go out of business and the great ones, well they still allow their owners to live the life of their dreams.
To be successful, business owners need to stand out from the pack and the best way to be the authority figure and expert in their niche is by writing a book.
Every business, especially those of a service based nature such as consultants, mentors and coaches can win themselves new clients quickly after becoming an author and writing their first book. It is an instant credibility booster and the best business card you can ever have.
Consider your own purchasing habits. You have identified that you need a particular service so you need to choose a provider. You might ask around to see if anyone can recommend someone or start to look online for options. You narrow it down to two businesses. One of the providers has their book on their website and their Opt-In has the ability to get the introduction and first chapter for FREE. The other one has some nice copy explaining who they are and what they do.
Who do you choose?
If you are like most people in this situation, you would gravitate to the business owner who has written the book. Why? If someone has the dedication and confidence in their knowledge to write a book on their niche, they are perceived as more of an expert.
Experts will not only get more new customers coming into their business; they are also able to charge more for their product or service.
You don’t need to sell hundreds of thousands of books to make writing your book worthwhile. Depending on your product or service, selling two or three of your packages could earn back your publishing costs, not to mention your book sales.
Someone I helped write their book recently has given away more of his books than he has sold but he understands the value of having his books out there in the world. The media picked up his story and he is currently having the largest personal and business growth in his entire 10 years in business. You see, he understood the uniqueness that having a book in his industry, locksmithing would have.
Many business owners contact me curious but apprehensive that they have enough knowledge, or intellectual property in their head to write a book. All I say to them is, you are the expert in your life. What you know and what you have overcome to get to where you are now in your business is a unique story.
You are essentially writing a book to your past self, teaching them what they needed to know back then. What you have learned, what you would’ve done differently, what worked and what didn’t.
Writing a book is also a great entry level into your businesses sales funnel. We know or should know the importance of a sales funnel. Having something that you give away for free (still must be incredibly valuable) to gain trust and position yourself as a person with whom the potential client might do business. Look at any successful individuals website and they will have a ‘giveaway’ on their home page.
Once you have your amazing ‘free’ offer, you need to have another low-cost option for people to be able to buy. A book is a perfect next step. Very few people will buy your $10,000 program without first seeing if what you have at a low or no cost is incredible.
Business won’t get any easier until you find a way to get your message heard by more people than ever before. There is no better way I know than to write a book on your business and watch the new clients roll on in.
To Your Book Writing Success,