If you’re a coach, consultant, or speaker – in other words, someone who sells your expertise for a living – you’re no doubt on the hunt for more, juicier, and better clients.
Although maybe I’ve got it wrong. You might have oodles of brilliant customers, but simply want to be able to pick and choose the ones you’d prefer to work with.
Ok, so possibly you love all your clients. But what if you could attract the ones who’re happy to pay you double what you charge now? Am I getting closer to the truth?
Whatever your situation, you’re bound to be thinking of ways to achieve your goals, and I’d be surprised if one of them wasn’t writing a business book. It’s the premier way to raise your authority and boost your credibility – there’s no doubt it’s a client-attracting machine if done in the right way.
So what’s the best way to write your book so it wins you business? There are 3 key ways, and here they are.
Know your new clients
Sounds kind of obvious, doesn’t it? However, I’m not necessarily talking about the clients you have now, but the ones you want to attract.
- How would you recognise them if you came across them?
- What do they want?
- What’s their big problem?
- What do they like and loathe?
Now you’re starting to get under their skin, which you need to do if you’re to write the book that brings them to your side. If your current client base consists of sales people in small businesses, for instance, and your aim is to attract sales people in large corporates as clients, what differences would you see between the two groups?
Get clear on your big message
Every successful nonfiction book has a ‘big message’ at its core, and it’s the answer to the question its readers are asking.
For instance, if you’re a motivational speaker who helps your audiences to become more confident, your readers are asking themselves how they can feel more comfortable in their skin so they’re prepared to take on new challenges. What’s your answer to that question, in one sentence?
This can be tricky to pin down, and is sometimes easier after you’ve thought of all the things you want to say to them. In this example, these nuggets could be:
- How to examine their existing beliefs about themselves
- Ways to change those beliefs to more positive ones
- Methods for developing more confidence
- Techniques for using their newfound assertiveness in their lives
Once you’ve done this, your core message will come out naturally.
But here’s the thing: make sure the central theme of your book relates to your expertise in the way that only you express it, and in the way that appeals to your prospective clients. That’s the way to win new business through your book.
Streamline your business book
Much like a dolphin is carried along by a ship’s wake, so all the elements of your book should hang together, helping each other out. When your book’s audience, message, content, and promotion all work together seamlessly they become client-attraction dynamite.
This is what I call ‘streamlining’ your book.
And in order to make the most of this streamlining, you want to get your book in front of the clients you most want to attract. To do this you need to know:
- Where they ‘hang out’, both on and offline
- What marketing messages most appeal to them
Your aim is to find out where your new clients spend their time, and then talk about your book in a way that convinces them it will answer their big question. You may find different promotional messages and incentives appeal to particular sub-groups of your audience, so take the trouble to tailor them appropriately. My 20 years of marketing experience have taught me how essential this is.
And finally, these 3 steps to writing the book that wins you clients are pretty simple, but in the excitement of starting a book they can be easy to overlook. If you get even one of them wrong, you can waste a lot of time and cause yourself frustration.
If you’d like to talk through how they apply to winning your business more clients through your book, why not apply for a free strategy session?
You and me, talking for half an hour about what you want to get out of your book, could make the difference between you having a bestseller and wasting many hours at the keyboard.