How can I use a Book to Boost my Small Business? (Part 1)
Most authors who self-publish a book for their Small Business don’t aim to make money from book sales; they aim to make a profit by boosting their profile and generating increased business.
So, let’s have a look at some of the many ways you can do this. (There’s heaps of great ways to use a book in your Small Business, so this article is part 1, with part 2 to follow in a few weeks.)
Many books and websites out there will give you the technique to ‘sell a million copies of your book’; I’m sure you won’t be surprised to hear that such a technique doesn’t exist. Like anything in business, no sure-fire method will guarantee sales (and if such a method did exist, the people who came up with it sure wouldn’t be selling it!). These promises are designed to sell books and other products for the people promoting them.
I regularly work with authors who sell 10 or 50 copies of their books and consider this a great success, because some of those book sales turned into thousands of dollars’ worth of work for their business.
MARKETING AND PUBLICITY.
A book is a great way to get publicity for yourself and your business. Let’s say you have a marketing and publicity budget of $12 000. That could buy you a medium-sized ad in a magazine or newspaper. Or, you could use it to invest in the self-publishing of your book, and the book might get you and your business a full-page article in the same magazine, plus reviews and articles in ten other magazines, and give you many other benefits as well. So, seen from a marketing and publicity perspective, a book can provide an extremely good return on investment (though you must also factor in the time invested to write the book and see it through editing and production).
Having a book published is a great way to get in touch with people who you never really had a reason to connect with before. These can be potential or past clients, people in your industry who you’d like to get to know, people in other industries who you might like to partner with, or leaders in your field who you’d just like to let know you exist. Having a book published makes it very simple; you send them a copy! Send each copy out with a personalised letter, explaining you’ve just published this book and you thought they might be interested in it.
I recently spoke to an author who had carefully tracked the sales that had come to his business as a direct result of leads generated from his book. In less than six months his book had generated over $50 000 in sales! I regularly speak to authors who tell me that their book has returned the investment on the book in just a few months.
Your book is a great way to attract the right clients to your business. When people ring up your company and make enquiries, offer to send them a copy of your book. From your book, people will gain an idea of what you do and how you do it, and they will also gain some insight into your personality and how you work. From this, they will decide whether you are the right person for them or not. The people who have read your book and then contacted you are much more likely to become clients, and those who decide not to contact you were probably never right for you anyway.
GIVE YOUR BOOK AWAY.
You can use your book as a giveaway for potential clients. This is very powerful and something many authors do. You can do this in all sorts of ways:
When somebody contacts your business with an enquiry, send them a copy of the book.
Use it as an incentive for people to buy from you or to purchase a larger amount.
Send a copy to past clients you haven’t spoken to in a while, just to remind them you are there.
Many authors give away a free sample of their book on their website. Not only will this attract people to your site, it will also generate book sales, as many people will want to buy the whole book after reading the sample.
There are many other ways you can use a book to promote yourself and your business, so tune in again in a couple of weeks for part 2!