It’s been said that your book is your best business card. In many ways it is, because as it introduces you, it also positions you as a credible expert.
Your nonfiction book can and should make you money. There are a number of tactics you can use to help you convert more readers into paying clients. One of the easiest ways to do this, is to invite your readers to interact with you outside the book.
5 Tactics to turn readers into clients
1. Build an email list.
You have probably heard the expression ‘the money is in the list.’ There are numerous benefits to having a list of interested prospects, before you publish and afterwards, so that you have a ready audience waiting to hear from you and buy your latest books or programs. It has been said that prospects now need as many as 12 touches [emails, social media…] before they are ready to buy. With an email list, it is easy to create those touches by sending out updates and information of interest to your audience.
2. Put an offer inside your book.
It is very easy to put an offer inside your book. A client of mine put an offer inside her book for her biannual live event. She used a large graphic of a certificate, which entitled the reader to a free seat at her event. She started getting signups for her event months in advance [earlier than she usually has people signing up.] Once people get a taste of you and what you offer from reading your book, they want to meet you, work with you….
3. Offer a related bonus within your book.
With my coaching and consultant authors, I often recommend putting a worksheet[s] in their book, to help the reader get more value out of the book, and an introduction to their process. We offer the worksheet in the book, directing the reader to a webpage with a download link, which also signs them up the author’s email list. The worksheets are a great way to get started, but while using them, many people feel that they need personal coaching and help to achieve the results that they are seeking, so they realize they need to hire you.
4. Invite readers to events
Once your reader has a taste of your work via your book, they will want to know more. They may not be ready to hire you, but would welcome a chance to hear you speak and possibly meet you in person. Let them know that you give talks and workshops and have your schedule posted online, and give them the web address. I recommend creating a separate page for this in your book, so it doesn’t get buried within your bio, and stands out. Hearing you speak and meeting you in person or online, can accelerate the need for 12 touches, and can confirm for the reader that they want to work with you.
5. Let readers know how to work with you.
In your bio section or about the author section in your book, I recommend you put in information about how people can work with you. Let them know you offer consulting, workshops and presentations, group coaching, one on one coaching, complimentary strategy sessions, or any other ways people can work with you. It plants the seed of working with you, as well as taking the mystery out of how you work, and what options they can have working with you.
With a little thought and planning before you publish, you can build these simple tactics into your book to help you convert more readers into clients, so your nonfiction book can make you money. If you have already published your book, you can also revise it and republish it to include these. The reader was attracted to your book because it resonates with them. You just have to make it easy for them to see the possibilities and the how of becoming a client and working with you.