Write a book. I’m begging you. I’m not going to mince words here. People are search, right now, for exactly what you offer. But they can’t find you. So they hire someone else. Want to be the one they find and hire? Then write a book.
If you know how to do something, write a book.
If the service you provide can be taught, write a book. If the concepts you impart during the consulting you do are replicable, write a book. Writing a book will stake your claim to leadership in your business and set you apart from the pack as a unique brand voice. But one cautionary word here. Make sure that if you are going to write a book, you pack that book with the kind of information and value you’d give to your clients in person.
A book is a more permanent reminder to potential customers of what you stand for. So if you write a book that does not deliver on the promise, you’ve created a negative digital connection to your brand or business. But if you write a book that surprises, inspires, solves a problem or teaches a new solution to your ideal client base, you’ll have a credible resource to point to in every business situation.
A Book As a Business Card
Think about your book as your professional calling card. In your book, you’ll demonstrate your authority and mastery of a certain area of interest to your clients. People who read your book, employ your strategies and desire even more information will hire you, refer you to their friends and colleagues and follow you in person and online. You’ll be building a digital reputation that can lead to higher paying consulting and speaking opportunities.
Be Crystal Clear About Your Brand Voice
Your brand voice is the particular way in which you communicate your ideas to your clients and customers. Your brand voice is your most powerful business tool. Many people can offer the same ideas, but if you develop your own unique brand voice, there will be a very large audience who can only hear it from you. Think about the diet industry. Many, many qualified authors are saying very similar things. But the way they say it and the construct of their presentations are what makes them different. One will focus on carbs while another might focus on good fats and yet a third on healthy, lean meats and all be touting a similar eating plan. It will be their brand voice that makes the difference.
Be Upfront About Your Promise
Let people know which problem you are tackling in your book and how they can use the information in your book to solve that problem. Don’t make the mistake of thinking your book is for everyone. It’s not, and it shouldn’t be. Your book should be for the very specific segment of your potential client base that need what you have to teach, right now. If they need more, write another book.
Create a Series
Most people do not want to sit down with the encyclopedic version of “how to do” something. They want step one, step two, step three and step four. Write you book or books exactly this way. Tell them what you’re going to teach them in your book. Teach them. Then review what you taught them. Give people a forum for asking clarifying questions. I like using Facebook or blog comments to gather questions. Those questions are market research about what your audience needs. Write blog posts or additional books to help people who have a need for higher level training. This is building a funnel for future products and services.
Just Write It
Writing a book need not be any harder than creating a powerpoint presentation or doing an indepth consultation with a client. Start with the problem, create a step by step solution, provide a checklist of action items, wrap up the book with some next steps. Ask people to post their questions and comments on your website or Facebook page and offer your book either through one of the many self-publishing platforms or save it as a PDF and offer it as a download on your website. The point is not necessarily to make money but to create authority, have something people can takeaway from your personal appearances and to have a professional representation of your product, services or concepts to share with speaking bureaus, potential clients and others who might hire you.
If you’ve written a book demonstrating your authority or teaching something from your field of expertise, be sure to add your book and links to buy the book to your website, Facebook business page, and all other social sites that allow space for such information. Remember that a book can be your business card, so share it everywhere, both through links and visually in your graphics.