Whether you’re an entrepreneur, a coach, a speaker, or a consultant, you’ll be familiar with the concept of getting a healthy return on investment (ROI) for your time.
But have you ever thought about how you’ll get a return on investment for your business book?
It’s not an unreasonable question, given the effort you’ll put into writing it. I mean, you do want to get something out of it, don’t you?
This ROI will most likely take the form of new clients, new opportunities, and new connections. This is where many business authors get stuck, because they don’t know how to craft their book in such a way as it enhances the return for them.
It’s easy when you know how. There are three brilliant ways to rocket your book’s ROI, and they’re in your book, not something you have to do as part of your marketing. Even better!
So what are these under-used tricks that so few business authors put into practice? They are:
- Lead magnets
- Bringing influencers into your book
If you haven’t got a clue what these are, I’ll explain and show you how to put them to effective use in your book. You’ll also learn why they’re so important.
This is a way of getting leads for your business by offering your readers a free giveaway in exchange for their email address. Here’s how it works.
You create a piece of digital content, such as a pdf or a video. Then, in your book, you direct your readers to a page on your website which invites them to access the material for free when they enter their email address. So after the set-up there’s no hassle or cost to you, it’s automatic.
Once you have their email address you can stay in touch. You won’t be sending them spammy, salesy emails, but useful and readable content. You could discuss some of the ideas in your book, bring your subscribers topical updates, and – occasionally – promote your services to them.
Voila – you’ve got a way of keeping in touch with your readers.
Lead magnet tips
- The content of your lead magnet is vital: it must be of genuine value to your reader, worth more in their eyes than the price of the book itself. That doesn’t mean it has to be expensive to produce – it’s what’s in it that matters.
- Try to gear the content towards the part of the book in which you insert the link. Lead magnets work far more effectively when they’re a logical and irresistible follow-on from what your readers are currently consuming.
- Insert a lead magnet link in the first few pages of your book, that way anyone viewing it on the Look Inside on Amazon can click on it even if they don’t buy the book (how cool is that?)
- Ideas for lead magnets: templates, checklists, reports, flowcharts, explanatory videos/audios, video demonstrations.
This isn’t what you do in your garden, although it does bear fruit.
Seeding is when you sprinkle some great examples of your work throughout your book, with the intention of planting your expertise in your readers’ minds. Here are a couple of examples:
When I work with challenging kids, I’m able to reduce their anger outbursts by 50% in the first month. That’s how powerful this method can be.
It’s never too late to start getting on top of your business finances. I once worked with a business owner who was about to go bankrupt, and by following this five step plan he avoided losing his company.
- Work your examples into the book in a natural way, ensuring they’re in context and flow with the rest of the text.
- Don’t sow too many seeds, you don’t want it to look like a sales brochure.
- Be natural and confident, not cheesy.
Bringing influencers into your book
Everyone loves to be interviewed or asked to contribute to a book. It’s flattering and bolsters their credibility. And there’s no better way to ensure you get the attention of the right people than by doing this in your own book; that way, you stand a chance they’ll promote it to their own networks.
Could your book benefit from extra content from other experts, with skills complementary to your own? Why not interview these people, or ask them to write a short piece to include in the book? I’ve done this myself for other peoples’ books and it’s a win-win.
Or could you ask permission to quote someone who you’d love to get on the radar of?
- Pick influencers who have a similar target market to you, but who aren’t competitors. That way they’ll be happy to mention your book to their audience, and you both win.
- Remember, your aim here is to enrich your book’s content and gain a wider audience for it. Bear that in mind when you choose who to ask.
- In the run up to publication day, keep your contributors up to speed with your launch plans and ask them to promote your book to their audiences. They’ll gain the kudos of being in your book, and you’ll achieve a wider market for it.
So, these are three ways you can use the content of your book to create valuable ROI from it. You can either plan them in from the beginning or, if you have to, add them in after the book is largely finished. I’d recommend the former, but it’s never too late to ensure your book contains the elements that will give you the return you need.
Why don’t you get ROI’ing now?
By the way, this is the final in my six post series of the essentials to get right before you start your business book. Check out the first five on my blog.