Cris Cawley is the CEO of Game Changer Publishing, the trusted leader in book publishing and book marketing for entrepreneurs.
There are so many life-changing stories that are never told to the masses … so much valuable advice, expertise and life-changing information that is never shared. These thoughts rattled around in my brain as I sat across the table, listening to some of the top business minds at a mastermind for high-performing entrepreneurs years ago. I could not escape the draw to help share with the world the unknown secrets that helped make each of those amazing entrepreneurs in that mastermind so successful in their businesses.
I recognized long ago in that single meeting that there was a void I needed to fill and often reminisce about how that “tiny idea” has now evolved into a successful publishing company that offers a path for thought leaders and experts to gain visibility with the masses and become an authoritative leader in their space.
It’s important to know not just the “publishing how to,” but also to understand how to leverage a best-selling book. If your sole focus and goal is to cash huge royalty checks from book sales alone, then the odds are not in your favor.
Publishing a book is one of the fastest and easiest ways to establish instant authority and credibility in any industry while creating a strong desire for and trust in your products and services, both online and offline. The real money from a book is made when the author drives the reader from the book to their back-end offer or business, whether that is coaching, consulting, software or a high-ticket offer.
Look at the book as your vehicle to more authority and credibility and even more importantly, as a way to positively impact the world. Every entrepreneur and business executive in today’s marketplace can benefit from a best-selling published book as a tool to leverage and market themselves and their products and services.
The power of the written word can never be underestimated, especially in a world where thought leadership and personal brand play an enormous role in establishing credibility. For business leaders and entrepreneurs, publishing a book isn’t just about sharing a story or imparting knowledge. It’s a strategic move, a tool to cement your authority in your industry, and a means to establish rapport with your audience on a deeper level.
Writing a book with a clear business goal also requires a strategic approach. For entrepreneurs, it’s essential to decide on the primary purpose of the book. Is it to educate potential customers about your product? Or is it to position yourself as a thought leader? Understanding this upfront will help you determine the tone, content and style of the book. A how-to guide would be very different from an inspirational memoir or a deep-dive book on an industry-specific topic.
Tips For Marketing A Book Pre- And Post-Publication
1. Identify your target audience: Before even penning the first word, know who you’re writing for. A well-defined audience will help shape the content.
2. Leverage existing platforms: Use your company’s website, affiliate partners, newsletters and social media to generate buzz. Offer snippets, behind-the-scenes glimpses or free chapters to hook readers.
3. Engage with influencers: Collaborate with industry influencers for endorsements or forewords. Their audience and influence can become yours.
4. Host webinars and virtual events: Engage directly with your audience by hosting webinars, virtual events or live sessions on social media and podcasts related to your book’s content. This not only promotes the book but also positions you as a subject matter expert.
5. Attend industry conferences: Speaking at conferences, on podcasts or at seminars increases visibility and offers networking opportunities to discuss your book.
6. Offer limited-time discounts or bundles: A promotional price or bundling the book with other products can incentivize purchases.
Common Mistakes Authors Make (And How To Avoid Them)
1. Writing for ego, not audience: It’s easy to write a self-praising narrative, but that’s not what readers seek. Focus on providing value to your readers rather than just showcasing achievements.
2. Overlooking professional editing: No matter how good a writer one is, professional editing is crucial. A professional editor can help ensure clarity and coherence and correct any oversights.
3. Neglecting design and formatting: A book’s design, including its cover and layout, plays a vital role in attracting readers. Investing in a good designer can make all the difference.
4. Weak marketing strategy: Assuming the book will sell itself post-publication is a grave mistake. Continuous marketing and promotions after the initial launch are vital for long-term sustainability.
In summary, publishing a book will demand a strategic plan, the right publishing and marketing team and precise launch execution to advance your business objectives. Nonetheless, the outcome can be immensely rewarding for both business leaders and entrepreneurs.
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