Struggling to bring in new clients? Not sure what to do next in your marketing plan? There’s one simple answer you probably haven’t considered:
Write a book.
It’s true. This one thing—especially if it’s an actual printed book rather than a Kindle or eBook—has the power to grow your business beyond your expectations. You’ll experience a whole new world of opportunities simply by having your name on the cover of a book.
Writing and self-publishing my first book, Tax Resolution Secrets, back in 2012 enabled me to create an entire new marketing process that brought in leads without significant effort or expense. Inbound leads, while usually slower to come in and of reduced quantity, will usually be of better quality than outbound leads.
Writing that book, and becoming an Amazon category best seller in the process, created a special kind of leverage that helped me to grow my tax resolution practice. A book, by itself, is a great lead generation piece. But even more than that, it becomes an excellent lead magnet, conversation starter, and unique addition to your “shock and awe” box.
Here are five specific reasons why you should write a book.
Imagine you’re at a conference or local networking group and you meet two consultants who both specialize in practice management efficiency — something you know you need help with right now.
One consultant says all the right things. She’s been in business for years and has worked with several top-notch accounting firms in your area. She has great ideas for how she can help you operate a more efficient tax practice.
The other consultant has a similar history and story, with one added bonus: She’s just handed you a copy of her latest book. It’s a professionally printed, substantial publication that practically exudes confidence.
Which consultant do you think shows more authority in her field? The one with the book, of course. There really is nothing better when it comes to establishing your authority than having a book with your name on it.
Why does a book speak so highly of you and establish your authority so well? Because it gives you a platform to show off your expertise. It’s like being invited to present on any topic you choose on the world’s largest stage.
Not only that, but your readers are a captive audience. They’re listening—in that moment—only to you. That’s a powerful position to be in, and one that gives you an opportunity to clearly demonstrate that you’re the expert that can help them with their tax issue.
In addition, the general public still believes that writing a book is a Herculean task, and that in order to have enough to say on a subject to write a book, you must be an expert. While this belief no longer necessarily reflects reality in this day and age, the perception still exists, and you should take advantage of that.
No matter how many readers Google sends your way, no matter how much traffic your YouTube channel receives, nothing will ever compare to the number and type of targed, engaged readers that Amazon and other booksellers can bring your way.
Positioned correctly, your book can reach thousands of new readers, many of whom could become clients. When people buy your book and read it, they have entered the top of a unique and powerful marketing funnel that you’ve created. Combine that with the expertise and authority we know comes with being a published author, and that’s a recipe for success that can’t be beat.
Better Than a Business Card
If you’ve ever been to a conference, you’ve no doubt collected a stack of business cards. You get home and toss them in a drawer, and six months later you throw them out, without ever having contacted the people who gave them to you.
But if one of those people handed you a book instead, what happened? You’ve likely read it (or at least leafed through it). You almost certainly didn’t throw it away. And you remember it—and the person who wrote it.
I have personally never had business cards in my entire tax resolution career. After writing Tax Resolution Secrets, I developed the habit of always keeping at least one copy in my backpack or in the saddlebags of my motorcycle. If I was attending some sort of networking event, I would take two or three copies in with me, because they are far superior to a plain ol’ business card.
Turn on your television to any interview show, browse through Huffington Post, or listen to any of a number of popular podcasts, and you’ll quickly see that most of the guest speakers and interviewees have written a book.
The fact is, interview shows depend on interesting, insightful guests to keep their audiences listening, and there’s no better applicant than an author. Writing a book will open up many, many opportunities for appearances that you may never have without your name on that cover.
By the way, I’m not just talking about big, national shows, either. Every city in the world has local media outlets that are just as hungry to fill air time with interesting guests as the syndicated shows. These local radio, TV, and other media outlets are easier to get booked on, and most of them enjoy showcasing local experts.
Do you have to write a book to be successful? No. But there’s no denying the fact that a published author will have a much easier time growing their business than the accountant who doesn’t. Writing a book is a lot simpler and less painful that you think it is, and opens up an incredible world of new marketing opportunities for your tax practice.