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During the past few years, it has been increasingly obvious that the whole point of writing a book is not to sell books, but to build long-term and profitable reader relationships.
Yes, there are authors who support themselves with six figure advances and huge royalties, but there are also those who buy one lottery ticket and win millions of dollars.
In either case, you can’t count on favorable outcomes. The odds are too much against you.
A much better strategy, with a much higher probability of success, is to consider your book the core of your long-term self (or business) marketing plan. In this scenario, your book becomes the hub of a relationship-building strategy that begins long before your book appears and continues for years afterward.
Building “hooks” in your book
Long-term success requires inserting “hooks” into your book intended to drive readers to your website. This important marketing and profit task deserves your attention as soon as possible. There are two reasons why:
- While you’re planning your book, you need to select the type of relationship-building bonus content you’re going to offer readers and how you’re going to promote the bonus in your book.
- While writing your book, you need to be setting up, or delegating and supervising, the set-up of the online support structure needed to distribute your book’s bonus contents, i.e., autoresponders, landing pages, etc.
The above are too important, and too complex, to be left to the last minute.
Using your book to drive website traffic
Let’s start with the basic premise; readers who buy your book are your best source of coaching, consulting, and speaking profits.
If someone invests $20, or more, in a copy of your book, they’re raising their hand and indicating that they’re interested in what you have to say. Their purchase is proof they have problems they want to solve, or goals they want to achieve.
More important, by spending their hard-earned money on your book, they’re indicating that they think you’re the one to help them; you’re the obvious expert they trust, and they want to know more!
Your job at this point is to provide opportunities to learn more about you and the services you provide, information that shouldn’t appear too prominently in your book! No one wants to pay $20 to be advertised to- -save the infomercials for late-night television!
Registration and bonus content
Your big challenge, as you plan and write your book, is to come up with a way to subtly drive readers to your website.
Once readers of your book are at your website, you can introduce them to your marketing funnel; you can offer them access to bonus content in exchange for signing-up for your e-mail newsletter. In addition, once they’re at your website, you can describe additional ways you can help them solve their problems and achieve their goals.
As described in my Streetwise Guide to Relationship Marketing on the Internet, there are several categories of bonus content you can share with readers of your book:
- Assessments. Assessments are worksheets or interactive forms that help readers self-assess their understanding of your book, or evaluate the areas of their business where change is needed, such as my Making the most of Microsoft Word assessment.
- Checklists. Checklists, are similar to assessments in that they can either be downloadable and printed or filled-out online. Checklists help readers monitor their progress as they complete tasks described in your book.
- Deeper content. Ideas that are only introduced can be converted into detailed case studies and, often, step-by-step procedurals that will help your readers put your ideas to work.
- Excess content. Often, working with your editor, you’ll discover that there is no room for some of your best ideas. Instead of discarding them, use them as downloadable bonus content to thank your readers for buying your book.
- Pass-along content. One of the best ways to promote your book to new prospective book buyers (and clients) is to provide readers with information that they can pass along to their friends and co-workers.
- Specialized content. As an alternative to going deeper, i.e., great detail, you can adapt the ideas in your book for different vertical markets, such as different occupations or industries. You can also adapt your book’s content into beginner’s guides or offer advice for more advanced readers.
- Updated content. New ideas and examples are certain to appear the day after approval of the final proof of your book. Although you can, and should, use your blog to share new content, often you can use it as reader rewards.
- Worksheets. The best worksheets are those that help readers overcome inertia and avoid procrastination by immediately starting to implement the lessons described in your book. My sample Book Proposal Planner is an example of an online worksheet.
You can distribute the above bonus content ideas in a variety of formats; Adobe Acrobat PDF’s, password-protected pages, streaming audio or video, or- -if appropriate- -as mailed reports or CDs and DVDs.
How do you limit bonus content to legitimate readers?
Many authors only share their book’s bonus content with readers who register their name and e-mail addresses. Others limit distribution to readers who enter a password that appears in a specific location of their book, i.e., The second word at the top of Page 138.
These limiting strategies can be self-defeating and project an inappropriate image. The goal of writing a book is to build lasting and profitable relationships with readers, not test their persistence.
One of the techniques I used with my Relationship Marketing book, above, was to offer downloadable PDF’s of each of the worksheets in my book, and include the URL for the worksheets on the pages of the book referring, or displaying, each worksheet.
Getting a head start
As you can see, authors who only begin to think about marketing their book after it’s been published are at a significant disadvantage compared to those who address reader relationship building while planning and writing their book. Don’t make the mistake of failing to have a plan for converting readers into clients by driving them to your website as they read your book
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