Having a book to promote your business gives you a huge advantage, but if you miss these three steps, you leave most of the opportunity on the table.
Over the last decade, one of the most common questions I get from small business owners is, "Now I have a book to find leads, what's the next step?"
Traditionally, a book is seen as the final product, but if you're using it to grow your business, it's just the beginning. The real magic happens once someone gets their hands on a copy. Here are the three must-have elements of a book that truly builds your business.
1. A Compelling Call to Action
The back cover is your launchpad for the next steps. Provide a way for readers to join your list if they didn't during their book purchase. Offer a supporting whitepaper, quiz, or checklist. Make it easy for them to continue their journey with you.
2. A Relevant Follow-Up Sequence
Readers are only ever in two states: ready to do something today or not. Now or later. The challenge is you don't know which.
Assume everyone is a "now" prospect and imagine you're speaking to them face to face. Replicate that conversation in a short email sequence. Ask questions, reinforce key points, share success stories, provide resources, and invite them to take that crucial first step with you.
3. Stay in Touch
For those who aren't "now" prospects, accept it may take months or even years for someone to engage with your business. Treat that person as an asset with a maturity date rather than a dead lead. Stay top of mind by regularly communicating with those people until they are ready.
Your book is a goldmine of content for weekly emails or even a podcast discussing its concepts and related topics.
Your book isn't just a one-time marketing expense. It's a long-term investment. Instead of a "burn and churn" approach to new leads, focus on nurturing both the "now" and "later" prospects.
Over time, your book will become a valuable asset, maturing as your readers decide that today is the day to take action.
