In business today it is tough. It seems like everyone is starting a business or selling your product or service. More and more business owners and salespeople just like you, are competing for the same pool of prospects. So how do you win?
The best way to win is to have the deepest pockets and flood the market with the biggest ads. This is simple if you are fortunate enough to have those deep pockets. But today most business and salespeople are trying to survive the economy and the competition and are working on thin margins to make a profit.
The secret is to use innovative marketing strategies to reach your market and attract prospects at the lowest cost possible.
Why Write An E-Book
One marketing strategy that has the potential to attract business at a relatively low cost is to author an E-Book on a topic about your business, industry, product or service.
In today’s competitive market, it you do what everyone else is doing…you’re dead. You need every competitive edge you can find. The days of putting ads out and waiting for the phone to ring are gone. You need to utilize proactive and “out-of-the-box” marketing strategies.
It’s not about finding that one “magic” or “secret” marketing idea that will catapult you to the top. It’s about little things that give you the “Winning Edge” over all your competitors.
E-Book Marketing Strategies
E-Book Marketing Strategy #1: You want to become the person a potential client thinks about when they get that first thought that they might need or want your product or service. This is called “Top of Consciousness”. This means that as soon as the bulb lights up in your potential clients/customer’s head that, “I need…”, or “I think we should look into getting…”, they “Immediately” think of you! They don’t have to look in the Yellow Pages. They don’t have to look through the ads in the paper. They don’t have to go online and “Google”, they think (product/service) and they immediately think (YOU).
E-Book Marketing Strategy #2: You want to become the “Expert” that a potential client will turn to when they need information about the product or service you sell. If a potential customer decides they need a special product or service, what do they usually do? They go to the Yellow Pages or go on the internet to search for companies that provide the product or service they need or want. What distinguishes one company from another? The fact is that is, the biggest ad usually wins! How can you compete? How can you win without spending the most money? You become the “Expert”. You become the person they first think of, the person they trust and the person they call. You become the person they refer people to. And you become the “Expert” by writing a book.
E-Book Marketing Strategy #3: Being an author and “Expert” on a subject will open doors to potential “Free” marketing opportunities that you would never be invited to if you were not an author. Writing a book gives you more recognition and professional credibility. You are the one who gets asked to speak at local and/or national events. For example, the local Chamber of Commerce, Rotary, Lions, etc., are always looking for speakers for their meetings. If you speak as an owner of a business or salesperson, you come across as just “looking for business”. But, if you have written a book, you come across as a professional author, the credible “Expert”, who is providing valuable information. If you attend trade shows to promote your company, product or service, it’s usually the company with the biggest booth or best gifts that get all of the attention. But, most trade shows are looking for “Experts” to give seminars, talks or participate in round table discussions, to provide valuable information for the attendees. Who are the “Experts”? You’re right…”Authors”! What trade show booths get the most traffic? The booths where the “Experts” are…Your booth!
Question, who does your local paper, radio station or TV station call when they need information on a specific industry, product or service? Again, they look for the Expert, the one who has written a book. For example, if the local paper is going to do a story on tips for selling your home, they are going to contact a realtor or two for some expert quotes and opinions. Who are they going to call? You can hope that they go through the Yellow pages and find you out of all the hundreds of other realtors, or you can be a little proactive and put the odds in your favor. How? Once you have written your E-Book, “Tips to Sell Your Home Faster!”, you send all the local media a copy. Now you are the “Expert”. The one who they will call when they do any story on Real Estate in your area. Again, you have invoked the “Top of Consciousness” concept to the media that you are the “Expert” in the field of Real Estate.
Why E-Book vs. Hard Cover Book?
The best way to win is to have the deepest pockets and flood the market with the biggest ads. This is simple if you are fortunate enough to have those deep pockets. But today most business and salespeople are trying to survive the economy and the competition and are working on thin margins to make a profit.
The secret is to use innovative marketing strategies to reach your market and attract prospects at the lowest cost possible.
Why Write An E-Book
One marketing strategy that has the potential to attract business at a relatively low cost is to author an E-Book on a topic about your business, industry, product or service.
In today’s competitive market, it you do what everyone else is doing…you’re dead. You need every competitive edge you can find. The days of putting ads out and waiting for the phone to ring are gone. You need to utilize proactive and “out-of-the-box” marketing strategies.
It’s not about finding that one “magic” or “secret” marketing idea that will catapult you to the top. It’s about little things that give you the “Winning Edge” over all your competitors.
E-Book Marketing Strategies
E-Book Marketing Strategy #1: You want to become the person a potential client thinks about when they get that first thought that they might need or want your product or service. This is called “Top of Consciousness”. This means that as soon as the bulb lights up in your potential clients/customer’s head that, “I need…”, or “I think we should look into getting…”, they “Immediately” think of you! They don’t have to look in the Yellow Pages. They don’t have to look through the ads in the paper. They don’t have to go online and “Google”, they think (product/service) and they immediately think (YOU).
E-Book Marketing Strategy #2: You want to become the “Expert” that a potential client will turn to when they need information about the product or service you sell. If a potential customer decides they need a special product or service, what do they usually do? They go to the Yellow Pages or go on the internet to search for companies that provide the product or service they need or want. What distinguishes one company from another? The fact is that is, the biggest ad usually wins! How can you compete? How can you win without spending the most money? You become the “Expert”. You become the person they first think of, the person they trust and the person they call. You become the person they refer people to. And you become the “Expert” by writing a book.
E-Book Marketing Strategy #3: Being an author and “Expert” on a subject will open doors to potential “Free” marketing opportunities that you would never be invited to if you were not an author. Writing a book gives you more recognition and professional credibility. You are the one who gets asked to speak at local and/or national events. For example, the local Chamber of Commerce, Rotary, Lions, etc., are always looking for speakers for their meetings. If you speak as an owner of a business or salesperson, you come across as just “looking for business”. But, if you have written a book, you come across as a professional author, the credible “Expert”, who is providing valuable information. If you attend trade shows to promote your company, product or service, it’s usually the company with the biggest booth or best gifts that get all of the attention. But, most trade shows are looking for “Experts” to give seminars, talks or participate in round table discussions, to provide valuable information for the attendees. Who are the “Experts”? You’re right…”Authors”! What trade show booths get the most traffic? The booths where the “Experts” are…Your booth!
Question, who does your local paper, radio station or TV station call when they need information on a specific industry, product or service? Again, they look for the Expert, the one who has written a book. For example, if the local paper is going to do a story on tips for selling your home, they are going to contact a realtor or two for some expert quotes and opinions. Who are they going to call? You can hope that they go through the Yellow pages and find you out of all the hundreds of other realtors, or you can be a little proactive and put the odds in your favor. How? Once you have written your E-Book, “Tips to Sell Your Home Faster!”, you send all the local media a copy. Now you are the “Expert”. The one who they will call when they do any story on Real Estate in your area. Again, you have invoked the “Top of Consciousness” concept to the media that you are the “Expert” in the field of Real Estate.
Why E-Book vs. Hard Cover Book?
Even if you have the time and expertise to write a conventional book, is it worth the time and effort and expense?
With an E-Book you can write as little or as much as you want. If you are a car salesman and want to write a short 10 page E-Book on “Tips to Buying a Used Car” or a travel agent wanting to write a 10 page E-Book on “Insider Tips to Choosing a Cruse” you can.
If you were going to try to get a little 10 page book published…Good Luck! Matter of fact, if you are a first time author with no credentials, and want to try to get your first book published…Good Luck!. Mark Victor Hansen and Jack Canfield, both well respected authors, with over 20,000 intent to buy letters, were turned down by over 100 publishers, when they wrote the first “Chicken Soup for the Soul” book.
How about production and distribution cost” With a conventional book, you have to pay for each book that is printed. With an E-Book, you pay a relatively small upfront production fee and it’s your’s. You can give or distribute as many copies as you want. You can charge for each E-Book or give it away as a Free Gift. You can put a downloadable copy on your website to capture prospect’s information. You can send them via email and utilize the “Viral Marketing” concept. You can get together with other non-competing businesses and put together an informational E-Book and then each business agrees to promote it with your current clients (cross promoting). There are dozen’s of strategies that you can come up with to promote your company, product or service with an E-Book.
The bottom line is if you can get a conventional book published…go for it. But if you are like most of us this is not an option. What is an option is to write an E-Book, about your industry, company, product or service. Get your E-Book out and become the “Expert” and explode your business.
With an E-Book you can write as little or as much as you want. If you are a car salesman and want to write a short 10 page E-Book on “Tips to Buying a Used Car” or a travel agent wanting to write a 10 page E-Book on “Insider Tips to Choosing a Cruse” you can.
If you were going to try to get a little 10 page book published…Good Luck! Matter of fact, if you are a first time author with no credentials, and want to try to get your first book published…Good Luck!. Mark Victor Hansen and Jack Canfield, both well respected authors, with over 20,000 intent to buy letters, were turned down by over 100 publishers, when they wrote the first “Chicken Soup for the Soul” book.
How about production and distribution cost” With a conventional book, you have to pay for each book that is printed. With an E-Book, you pay a relatively small upfront production fee and it’s your’s. You can give or distribute as many copies as you want. You can charge for each E-Book or give it away as a Free Gift. You can put a downloadable copy on your website to capture prospect’s information. You can send them via email and utilize the “Viral Marketing” concept. You can get together with other non-competing businesses and put together an informational E-Book and then each business agrees to promote it with your current clients (cross promoting). There are dozen’s of strategies that you can come up with to promote your company, product or service with an E-Book.
The bottom line is if you can get a conventional book published…go for it. But if you are like most of us this is not an option. What is an option is to write an E-Book, about your industry, company, product or service. Get your E-Book out and become the “Expert” and explode your business.
About the Author:
Dale Richardson is the President of “Drcop Marketing”, Specializing in Digital E-Book and E-Brochure Marketing. For more information on Digital E-Book Marketing: http://www.drcop.com
Dale Richardson is the President of “Drcop Marketing”, Specializing in Digital E-Book and E-Brochure Marketing. For more information on Digital E-Book Marketing: http://www.drcop.com
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