Imagine a potential client asking for your business card, and you telling them that you don’t have one. Their immediate thought might be one of “What kind of business are you running, if you don’t even have a business card?”
Now picture in your mind their reaction when you tell them confidently, that… “I am sorry. I don’t have a business card. I do however have a book. Can I sign one for you?” What are the odds that they will ever throw that away? What would their impression be upon receiving a book that gives them actionable information about your business, or the problem they need to solve?
Hello, my name is Al Bargen, and I have heard many people refer to their book as “their sure-fire business card.” Of all the reasons we have discussed both here, and in our upcoming book ‘Hard Core Soft Cover’, to write your own book and marketing your business through it is high on the list.
Yes, it’s true. Having a book about your product, or service can be one of the most effective marketing tools you can possess. Talk about raising your status above the “sea of sameness” that is your competition. I had a recent conversation with a gentleman that employs this exact strategy successfully.
“I estimate that 99 percent of the business cards I used to hand out got thrown out the moment our encounter ended.” he said. After all, what do you do with the vast majority of business cards people hand to you? He had a point.
He continued, “When you boil it all down, it’s actually cheaper for me to hand a book to a qualified lead, then to scatter my business cards about as if you were seeding a field, and hoping for a good crop at some point in the future. And once they see the book, their reaction is no comparison to the business card dispensing days of old.” What an eye opener.
If this is the approach you are interested in, know that the book would be much like any other book on the topic, with a major difference. Your book, instead of ending in the typical fashion, will be different. Rather than rounding up the main points, and summarizing the big idea in a conclusion that you hope will make a lasting impression, you will end your book saying, “This is the end of my book, but I have more to offer. See you on my website, my store, my or wherever to best direct your new client.
Of course you will do this in a more tactful, or subtle way than I just described, but you get the idea. Now I ask you, how could having a book help with client attraction in your business?
Image courtesy of Boians Cho Joo Young at FreeDigitalPhotos.net