The best multi-dimensional marketing tool to draw the attention of prospective customers to your business is a book.
There are a host of marketing tools that can prospect for leads and engage with the promising ones even as the world sleeps. Bots, social media ads which go live at pre-set times has made marketing far more effective than it was a couple of years back. However, the bottom line still remains unchanged – grabbing the attention of a prospective customer before your competitor does.
Even as the technology behind marketing evolves, a book is uniquely placed to start interesting conversations which can be converted into sales for your business. Ultimately, a book is all about high-quality content targeted at the customer with the highest potential. And how does a book grab attention from the right prospects? Here’s how:
- Writing a book makes the author an expertSocial media is rife with self-professed experts exhibiting great skills. Anybody can print visiting cards with esoteric positions. Not too long ago, merely having a college degree gave you the cachet of an expert since under 10% of the population had a college degree.
The most reliable and exclusive symbol of being an authority on a subject is being a published author of a book. And that is because of a couple of irrefutable conclusions that can be drawn about the author of a book:
- You know what you are talking about – If you can write a book on a subject, people expect you pretty much know most of what there is to know on the subject. You become an authority on it
- You are persistent and get things accomplished – As they say, everyone has a story in their mind or on their computer. However, thousands of these books never get written or completed or published. The fact that you turned it into a well-produced book says a lot about you.
- You put it all out there to be judged – Having published the book, you have put your expertise out there for the world to judge you. And you are not afraid of their verdict on your expertise.
Of course these conclusions will be drawn only if the book is well-written – people will read the book and make their judgment. And to be judged as a credible expert the book has to be of good quality.
- Writing a book puts the spotlight on the author
Whenever media vehicles seek a story or a comment or a sound byte on a subject, they go to the expert in the field. And how do they know who the expert is? They consider the author of a book on the subject as the most credible authority on the subject. And a book not only gives media coverage but also enables the author to stand out from others in the field.
Staking out the territory as an expert in a field early is important. And this is especially true for a hot new field – there is unprecedented media curiosity on the new subject and there are few or no acknowledged experts yet. In such niche subjects, even if only 1000 copies of the book are sold, the rub-off in terms of perceived expertise and authority is immense.
- A book is the best online marketing tool
In online marketing, the key enabler is search. The top two search engines are Google and YouTube. And the next biggest is Amazon, especially for professionals searching for subject matter experts. And their search normally gravitates towards authors of books on the subject. The book exposes the author’s identity and expertise and readers can then reach out to the author to draw utility from the author. A book therefore becomes a powerful marketing tool to build the author’s personal brand and attract customers for the author’s services and products. There could be many experts but being an author of a book on the subject enables clients to cut through the clutter and reach out to him or her.
- Nothing generates buzz like writing a book
Beyond the confines of online marketing, the best marketing results come from word of mouth. If someone trustworthy recommends something, people give it a lot of credence. Anything that makes people talk about the business or service or the person behind the business is great marketing and a book is high up on this list. A book makes the author’s expertise tangible and allows readers to “own” it. When they talk about the book or quote from it, they say what the author wants to say and this is a powerful transmission of the author’s expertise.
This insight is very helpful for authors who want to position the book in the most effective manner. The author has to imagine what a person who has read the book says to another potential client about the book in a minute or so, in an elevator or a cocktail party (most word of mouth transmission happens in such informal settings). What the author wants communicated in such a scenario is pretty much the book’s positioning statement or summarized narrative and the author needs to do justice to it. If this is achieved, the book will be useful to a large group of people and they in turn will want to talk about it to others who want a similar problem solved. Having read the book, they get to become authorities in the subject.
When people become aware of the book or the author, they can read the book (and spread the word further afield – the power of networking), learn about the business, interact with it and become customers.