We've created over 1,200 books. Here's the opportunity most business owners miss.
I had a great conversation with Michael Shick about bringing early copies of his book to a conference before it's finished. Not to presell books. Not to flex authority. To orchestrate better conversations.
Here's what he's doing differently:
- Using it as a feedback opportunity. He's bringing copies specifically to gather input from his actual target audience. The book becomes a conversation starter that leads to valuable market research.
- Creating a reason to follow up. "We just talked about XYZ. That's in chapter 3, but what's your experience?" is infinitely more effective than "let's connect sometime." It gives people a specific, valuable reason to continue the conversation.
- Testing positioning before launch. The conference becomes a live testing ground. He's validating his message with real prospects while it's easy to make changes.
Most Business Owners Do This Backward
- Spend a lot to create a traditional book
- Finish it completely
- Launch it "into the world"
- Hope people care
- Wonder why it doesn't generate leads
- Realize they built the wrong thing
Mike's flipping it. Test the content with real prospects first. Gather feedback that improves the final version. Build relationships even before the official launch. Turn conference attendees into early advocates and potential customers.
The book isn't the end goal. The conversations are.
Most people think: "Book equals credibility equals business."
Reality: Book equals conversation starter equals relationship equals business.
The conference gives him 100+ prospects in three days. The book gives him a reason to talk with each one. The feedback loop ensures he's building something they actually want, and they have a framework to move forward.
Here's What Most People Miss
"No plan survives contact with the enemy."
There are always opportunities to get feedback, even if it's not as big as a conference. Feedback from real prospects is way more valuable than feedback from non-buyers. Everyone thinks of a book as "art" that's completed in secret and then launched. Instead, think of it as an excuse to talk with people, even as a work in progress.
