When talking with business owners about what they want readers to do after receiving a copy of their book, people will often say, "Well, hopefully, someone who wants to work with us will call the office, fill out a form, or email me with questions."
What if, instead of hoping there are motivated clients in the pool of readers, you assume all readers are future clients and create a simple, step-by-step path that makes it easy for people to get started with you?
By treating everyone like a 5-star prospect, even though you know not everyone is, you're making it as easy as possible for the important group, those who are ready today, to take the next step.
Three Steps to Treating Readers Like 5-Star Prospects
Use language that keeps the conversation moving. You can always say more on a subject, especially for 5-star prospects, so don't hold back from referencing other resources. A point may be useful but out of scope, so send people in the right direction and move on rather than cutting the conversation short.
Map out a "Minimum Viable Commitment" next step. What's the next small step a 5-star prospect would need to take to get started with you? Don't leave it up to the reader to guess. Tell people in a friendly, enthusiastic way exactly what to do. Making it a small commitment keeps people moving forward without asking for too much too soon.
Use power words in your follow-up. The most common follow-up I see goes something like, "Hi David, I hope you had chance to read the book. If I can help at all, just let me know." Not very powerful and doesn't inspire any action. People want to work with those they have confidence in. Instead, talk as if you're talking to your 5-star prospect: "Hi Sarah. Now you have a copy of the book, the next step is to head over and find out which part of your book you can amplify the fastest."
It's a small change that can make a big difference.
If you're looking to provide value, build rapport, and eventually do business together, talk to people as if you're there already. The 5-star prospects will join you.
