Marketing With A Book To Find New Clients
Book publishing is the number one business development tool for attracting high-paying customers, and book talk is the number one sales strategy.
Book publishing is the starting line for agency business development, business coaches and consultants, not the finish line. And what better way to get started than with a book that can deliver 400% to 2,000% ROI? Here are the steps in the flowchart:
1. Choose a rich target niche. The narrower the focus, the stronger the attraction. Attract fewer potential clients and make them more interested in you and your work.
2. Do your own research. Collect secondary data from others, conduct in-depth literature reviews of books and journal articles, and conduct primary interviews where possible. Buy a dozen books on your topic and get two dozen articles. Conduct in-depth interviews with potential customers on this topic. To quote Sir Isaac Newton, if you want to see further, stand on the shoulders of giants.
3. Identify problem number one. Become the number one heat rocket for your potential customers. Record, with permission, interviews and focus groups using appropriate words.
4. Create your own problem resolution process. Usually six to eight steps, principles, or practices. Mention a method, system, process or methodology in the blank space. Write down your tips, tactics, tricks and strategies. Then start sorting them out by dividing them into six to eight blocks of relevant information.
5. Choose which of the eight big stories will be the main story. They are Monsters, Aliens, Comedy, Tragedy, Mystery, Quest, Rebirth or Escape. Usually agency and consultant books are devoted to the theme of monsters, mysteries, quests or resurrections.
6. Create an outline with a working title, subtitle, and table of contents. He writes a roadmap, but I prefer to call it a plan. The books were written during the construction of the houses. Do not try to write without getting up from your chair.
7. First draft failed. Any book worth writing a first draft sucks. The magic will be in the rewrite. But first you have to get it out of your head and put it on paper. Consider writing from schematics and copying them as it's ten times faster and more powerful.
8. Write Part I Why. Usually two chapters: why the problem is important and how to solve it in general (summary of your own process).
9. Write Part II, How. Usually six to eight chapters detail this part of the ownership process. Name the process. Put on the copyright page what you are going to register as a trademark. Outlook respects the process.
10. Write Part III and the next. Two chapters typically focus on sustaining the process or creating a culture and planning for the future.
11. Solicit qualified comments for the second draft. This is the role of the development editor. Choose an eligible person. If you also need a beta player, that's fine. It just increases the execution time.
12. Rewrite the second magic draft. The magic of rewriting.
13. Submit the manuscript for publication. This is the version preferred by developers and publishers. But this is not the last opportunity for improvement.
14. Get feedback from professional editors. Consider a book written by a more qualified professional, especially an experienced editor of the Chicago Manual of Style.
15. Book Cover Design In combination with step 14, work with the art director on the cover design. This must be done before proceeding to step 16.
16. Submit the approved manuscript to the Art Director. You have exited the document editing area of Microsoft Word and moved to the designed layout.
17. Ask for introductions and comments. Use the MS Word document from step 16 to invite someone to write the introduction and another famous person to endorse a book with promotional text on the cover. This happened at the same time as the design of the kitchen by the artistic director.
18. Review a twenty page layout design. Provide detailed feedback to the art director on the look of the book.
19. The art director prepares a complete kitchen. With the feedback from step 18, the art director can create the entire book.
20. Evidence of a complete kitchen. The writing and editing team should carefully review the manuscript for the presence of gremlins. Rewriting at this stage requires additional costs.
21. Paperback printing. Submit approved PDF files to publishing services.
22. Create an electronic book. Submit approved PDF files to eBook publishing services.
23. Publish a hardcover book. Submit your cover design and PDF order to Hardcover Publishing.
24. Production of audiobooks. Audio players and audio editors create digital files.
25. Run a soft launch campaign. There is a time lag between when the book is available for purchase in paperback format on Amazon.com and when all book formats are available. This is called the soft start period and can last up to sixty days.
26. Run an active launch campaign. Consider running a ninety-nine-cent Kindle eBook campaign for a week or two to collect verified Amazon shopping reviews. Buyers rate books based on the number of reviews. The first goal is two dozen reviews, the second goal is more than a hundred reviews. Also consider hosting a live or virtual event to get noticed. If you don't treat your book launch as a big deal, how will others see it as a big deal?
27. Order and organize small workshops. They can be live or via Zoom. Consider posting six to twelve per year. The goal is for five to ten people to discuss the topic of the book. Use LinkedIn to find your target audience.
28. He continues to appear in commercials and podcasts. Writes and distributes national newsletters. Request at least two podcast interviews per month.
29. Start a monthly newsletter with a sample brochure. Don't wait for the book to open. Each month, send at least twenty copies of the gift book to people who want to invite you as a speaker, invite you as a guest on a podcast, involve your agency, or write about the information in the book.
30. Lather, rinse, repeat. Consistency is more important than blitzkrieg. Think of the tortoise and the hare: slow and persistent wins the race. Business development should be considered a marathon and not a 100 meter race.
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