The New Business Card
I wrote The New Business Card with these business owners like you in mind. I’ve spent more than 13 years marketing my business through my books and seminars and now I want to give business owners like YOU the tools you need to turn your business into a 24/7 selling machine. And the easiest way to do that? Write a book!
The New Business Card will show you how to easily convert your knowledge into a powerful tool that can more than double your business.
There is no greater marketing tool than a book you have written yourself. Your book will not only build your credibility—it will gain you More Speaking, More Media, and More Business.
Think it’s a lot of work? In the time it took you to read this short intro you could already be on your way.
Here’s an Excerpt from The New Business Card:
Why a Book?
When you’re in business, no matter how big or small, you are always looking for new ways to increase your revenue. You could launch new products or services, you could raise your prices or you could do a combination of both. The problem with product creation or raising prices is that there is often a cap. You can only create so many products before you confuse your end-user and you can only raise your prices so often before you price yourself right out of the market.
The ideas I am going to share with you are vastly different from either of the ideas mentioned above. I want you look at your business differently—I want you to look at it from the 30,000 foot view perspective. What I mean by that is that what you see all facets, and all elements of it. In this guide we are going to look at the million little pieces that make up your business, this is the knowledge that you can fold into a book.
Many of the ideas I will share this book have come from my own personal experience. When I first started Author Marketing Experts, Inc, I had no marketing budget, no advertising budget, and virtually no revenue to speak of. In fact I had started my business after a rather unexpected turn of events in my life; I was laid off from a company that seems so stable that I was expecting to be there for the next 10 years. That was 12 years ago. I started my company with the idea that I would just do consulting forever. Then as I looked deeper at the industry, and my own knowledge, I realized that was more to what I could offer and more to the company revenue than just consulting fees. So I wrote a book, from that I was able to design products (both free and paid), and this started driving people to my company. In the first year after I started doing this I doubled my revenue.
The process I am going to teach you will require you to look at your business, and your goals, and make some decisions about where you’d like your company to go. Some business owners that I have coached to this process started with local businesses, and ended up creating new areas of revenue that served a national market. You may not be interested in pulling in customers nationally or maybe you hadn’t even considered this a possibility.
In the coming pages I will show you ways to unearth all of your options and opportunities. You will learn tactics and techniques to pull in new dollars in the form of leads from the book, sales of the book, and sales of product that you may create as a result of writing this book. The only thing you need to decide is: how big do you want your business to be?
What Maximizing Revenue Means
Often when I speak to business groups about maximizing revenue, they are confused by the direction the workshop takes. When you talk about maximizing revenue, most business owners automatically go to: I need to raise my prices! As I mentioned during the introduction, this is not the way I will take you. This journey is going to take you into a whole different direction; let me explain.
Maximizing revenue is about finding tools to help you maximize your existing revenue. This is not marketing per se, but a different way of grabbing attention. For the purposes of this book, we are going to look at things that I call “drivers.” By drivers I mean things that help to drive consumer attention back to your product, service or whatever it is that you’re selling. Consumers are overwhelmed. They have a million choices and a million different options. The key is to find ways to rise above the noise. A lot of marketing people will talk to you about social media, and other forms of online marketing. I think this is great, and social media is definitely something that everyone in business needs to be a part of. But if you’re driving people to your website by using social media, how are you enticing them to stay there? And for many of us, our future customers may be just that: future. Maybe they want to get to know you first and that’s totally understandable. A book is a great way to do that.
In Red Hot Internet Publicity we talk about website development and design, so for now let’s assume that your site is converting your customers the way that you want to. Let’s assume that you do some form of marketing, both online and off. Right now it doesn’t matter what that is. The tools I am going to teach you here will also help you market your business in a different way.
These days, consumers are looking for content—helpful, insightful, informative content. In order to remain relevant in your market, you need to not only stay on top of your market but also offer your consumer content. Content can take many forms: it can be paid or unpaid; it can be visual or printed matter. Maximizing revenue is about putting other pieces in place that will help you drive more attention to your business and maximize the visibility of your products, services, books or whatever it is that you’re marketing.
Educate Instead of Sell
One of the best ways to market yourself or your business is to educate instead of sell. People don’t like to be “sold” and enough studies have shown that a relatively small percentage of people actually want to buy when they meet you or land on your site; something like 3%. With this small number you can almost bet that most people landing on your website aren’t going to buy the first time around.
When you educate or inform someone, you build loyalty with them. They come to you for information and guidance; you become their resource and when they are ready to buy, guess who they think of first?
Most people in business are very tactical. They want to make the sale—that’s it. Yes, of course we all want to make the sale, but if you’ve picked up this book you are likely more than just a tactical person, you are also a strategist. What does it mean to be a strategist? It means that you have long-term business goals. You aren’t just interested in making a sale today; you want to become the company your customer goes to whenever they need what you have. Whether your business provides consulting or sells printers, you can still weave this education strategy into everything you do. Building these systems into your business (i.e. writing a book and creating any additional product as necessary) is also a great to keep momentum going all the time, not just when ads are running. There will be times when you can’t get to your blog, or you don’t have ad revenue to run campaigns. This is where a book keeps working and keeps marketing for you. It’s truly your 24/7 sales tool.
Seeing Your Business Differently
In order to start this process and move from salesperson to strategist, I want you to start looking at your business differently. The first step in this is to look at your existing product. If you’re selling a service, take a closer look at that service and see where the different points of entry are. Also, I want you to look at what your immediate needs are. If you’ve picked up this book, your immediate needs are likely more customers, more speaking, more media, and more business. Unfortunately that’s too broad a statement, so I want you to get more focused. Ask yourself the following question: what does my consumer really need? What drives them to me and perhaps most importantly, what’s their pain point? What problem do I solve for them? By defining what your end user needs, it will help you start to define or redefine how you market to them.