Why a Book is Better Than ANY Other Marketing Tool
If there were one action that your business depends on for survival, it would be opening doors.
Your prospects are behind closed doors, and they do everything they can to keep them sealed shut. Like everyone today, they are bombarded with messages. One estimate I’ve seen puts the number at 3,000 unique marketing messages every day. We find sales messages whenever we open an inbox, read the newspaper, or turn on the TV. It’s no wonder your prospects wave the white flag and retreat. They turn down the TV, throw out the mail, and delete email messages – anything to reduce the clutter. For most consumers, it’s just too much.
Essentially, your potential customers do whatever they can to ignore your message – and your invitation. To get your foot in the door you need your prospects to make a decision. They must decide to subscribe to your newsletter, visit your business, take your call, or give up 30 minutes of their precious time for a meeting. Unless you get to one or more of these steps, selling anything is almost impossible. Yet getting this decision, and thus opening doors, is one of the hardest things for any entrepreneur or business owner to do.
Think of the marketing mediums available to you. Depending on your business, this may include a website and other online tactics, TV, radio, direct mail, ads in newspapers or magazines, and even trade shows. With the exception of purely educational content on a website, most people recognize all of them as a form of advertising. And as a businessperson, you know that advertising, in general, is something every consumer tries to avoid.
With a book, you create a mindset in your readers. They no longer need your sales message because they’ve already bought into it. After reading your book, they come to you pre-sold and ready to buy.
A book is more than a marketing tool; it’s a long-term asset for your business. A book allows you to work smart, not hard. With a book, you can leverage your marketing dollar, as well as your message and your brand. It is, quite simply, the most powerful marketing tool for any business.