You’ve written your business book. Amazing!
It’s informative, it’s clear, and it’s inspiring. No wonder you’re proud.
Now it’s time to market and sell it.
Is this the point your happy feelings start to wane?
Because you know what you need to do to get it out there (kind of). But what you’re not so clear on is what your central message should be. You know, the one that will encourage people to buy and read it.
Come to think about it, there’s another niggle. A suspicion that you’ve missed something special for your readers. You know you’ve got a world-changing message to put out, but is your book reflecting that?
You need to know one thing. What’s the gold in your book?
Because readers don’t buy books. Really. They buy solutions which encourage them to feel good. Even if your book advocates they do some hard work to get there, they’ll be happy with that if they know there’s one golden reason for buying it.
It may be to learn something important. It may be to make their business more profitable. Heck, it may be just to make life easier.
But if you don’t know what this central, golden nugget is, you won’t know what to say about your book when you market it. And that would be a great shame.
So let’s dive in to find 5 ways of finding the gold in your book (aka your central marketing message).
The ‘even if’ rule
Say you’ve written a book about how to create a profitable online business. Your readers want to know how to sell online. Obviously!
But that’s not all they want to know. They want to learn how to sell online, even if:
- they’ve never done it before;
- they hate social media, or
- they haven’t got an online product yet.
You see where I’m going? The ‘even if’ bit is your your marketing message. It’s what makes your book meaningful for your potential readers and will give them that extra incentive to buy.
Work out why you’re special
What do your existing clients say really helps them about what you do? And I mean, really?
Because that’s the point you need to be reflecting in your book, and in how you talk about it. I’ll give you an example.
A book coaching client of mine helps people get over their phobias, and his book was all about how to recognise when you’ve got a phobia and get rid of it. But his special technique is to do with a softly, softly approach. Not all therapists are the same; some throw their phobia patients in at the deep end. And this can be pretty scary, as you can imagine.
So the marketing message in his book then became: ‘How to get rid of your phobia without scaring yourself’.
Blow your own trumpet
Take a look at your last few client testimonials. Ask a couple of business friends what they hear about your service. See what the feedback was on your latest talk.
Are there any common points?
Many of my ghostwriting clients, for instance, comment on how skilfully I capture their voice and also how well I keep to schedule. Those aren’t the only things a ghostwriter could be good at, but they’re the points that come up again and again for me. So if I were to write a book about what I do, those are the messages I would focus on within the book and in how I talk about it.
You want to make marketing your book easy by zooming in on what makes you super special.
Dust off the soap box
Our passions are often our best guide to what our marketing message should be.
What makes you angry about the current state of your industry? What trap do your clients regularly fall into? What does everyone else seem to get wrong?
When you tap into what gets you motivated to help people or to get up on your soap box, you’ve struck marketing gold. Your book stops being yet another ‘how to’ guide or ‘this is what I think’ piece, and starts to address the core issue that stir emotions in your readers.
Discover what your readers would gain from your book even if they didn’t do everything it says
Of course, you want your readers to take action on what they’ve learned in your book.
But let’s say they didn’t. Let’s say they’re a bunch of lazy so and so’s who are ‘all read and no action’.
What would they still get out of your book? Would they learn a new perspective on an issue? Would they feel better because they understood their problem better?
The answer to this will give you clues which point to the real treat in your book. And this should form the basis of your marketing message.
So for instance, if you’ve written a book about how environmentally unsustainable our world is becoming, your golden nugget wouldn’t be the fact that our grandchildren will inherit our problems, or that we need to recycle more. Those are important points, but they’re not the core of it.
However, the idea that you only need to change one thing to make a difference might be. This would create a golden nugget: How we can make our world greener by making a single, sustainable change. This feels manageable is also an intriguing message.
So your marketing message is essential to get right.
When you look at it using these five techniques, it become easier. But if you’re too close to your book to see the wood for the trees, you might need some expert help. This is where my manuscript review service comes in. I’ll show you the gold in your book, and how you can improve it so it sells itself to both publishers and readers.
Whether you do this alone or with help, you’ll not only develop a killer message, but also discover some value in your book that you might not have known was there. How’s that for a result?