In my previous post, I asked “What Do you Want Your Book to do for Your Business?” and outlined some of the results a book can deliver. In this post, I am going to ask you the three key questions that will help determine not only where you are but what you need your book to do for you. Here goes…
The Three Key Questions
There are many, many ways to market your business and your book – in fact the choice is overwhelming. Once you know what you want to achieve, you can focus on using the marketing technique that is most likely to bring you the result you want.
- What stage is your business at right now? Are you a start-up with no list and no clients? Do you have a steady stream of clients but want to start bringing in passive income? Are you ready to launch a well-developed business and need to get noticed?
- What do you most need to achieve in your business right now? Keep this simple and avoid just putting ‘money’. What do you want to do to get more money? Sell more products, get more clients
- How do you want to achieve this outcome? This bit is about what you enjoy doing when it comes to marketing and selling Do you want to get more speaking engagements, do more free exploratory sessions or get more traffic so you can sell more of your products?
When you’ve answered these questions you will be able to construct a statement about your situation that looks something like this:
- I am in the start-up phase of my business and I have a small list but no clients.
- What I most need right now is more clients so I can begin to establish a more reliable income source and get to know more about what my target market really wants from me.
- I would like to get more clients by doing more free exploratory sessions.
Or maybe your statement looks more like this:
- I have been in business for over a year and I have developed a steady and reliable income through my business.
- What I most need right now is to sell the product I have been working on so I can generate some passive income.
- I would like to drive more traffic to my product sales page so I can increase my sales.
Once you have these statements worked out, you can begin to focus your marketing on achieve the outcome you want. When it comes to writing a book, you will be able to:
- Choose a topic that is most likely to appeal to your audience and generate the action you want them to take.
- Invest in one key marketing strategy so you can do it well rather than taking a scattergun approach to promoting your book.
- Include the right sales material in the book and in the right places so you can get the impact you want.
- Build the right web page or follow-up machine so you can keep getting your result over and over again.
- Test your outcome and tweak it until it works really well – and so you don’t have to think about it too much.
By now, you can probably see how gaining clarity on your reasons for publishing a book can lead to you to implementing the best and most effective strategies to get that result. To achieve the best results you must commit yourself to achieving ONE result. Two at the most but then there must be a Number One outcome you are going for otherwise.
When you have a clear desired outcome you can begin to create the marketing message, copy and materials that are going to achieve this result for you.
Begin by answering the three key questions outlined above. As a bonus, the answers will help you in many other areas of your business, too, not just with your book.