This is a guest post by freelance writer Kimberly Crossland.
These days, small businesses are up against challenge after challenge. There are more companies to compete with. There is new technology to keep up with. All the while, customers continue to buy from the big guys.
Your small business has a lot to offer, but that doesn’t mean customers are flocking to your doors. You need a message that gives them a reason to choose you over everyone else.
One of the most ignored opportunities for small businesses is offering a book.
Books written and published by small business owners are not new. Still, many owners forget the power behind this strategy and put off writing or publishing their story.
If you’ve put off writing or finishing your business book, here are a few reasons why you might not want to keep waiting.
- A book could skyrocket you to the position of industry expert.
- A book could bring in more sales by giving customers a reason to work with you.
- A book makes it easy to open your business doors and start a conversation with your prospects.
Giving a tangible book away to prospects, clients, or at networking events can do wonders for your business. People won’t lose a business book like they’ll lose your business card. The lasting impression you make will keep you top of mind when someone’s ready to use or refer your services.
As people read your book, they’ll find new reasons to fall in love with your brand. You’ll establish a deeper trust, making it easier for them to buy from you.
Here are a few of the top types of business books to help your small business bring in more opportunities.
1. How-To Guides
People love to be told how to do something. Today’s instant gratification consumer wants to accomplish a goal right away, and to do that, they want a clear, proven direction to take. Your book can deliver that.
With a how-to guide, you satisfy their need for a clear strategic plan and help them achieve something they couldn’t have done without your help. If that doesn’t inspire trust, and convince them to buy from you, what will?
2. Answers to Top Questions
To be considered an expert in your industry, you need to position yourself as the go-to person for answers. Your book is the perfect way to do this.
By answering some of the most common questions you and your business are asked in a book, you immediately put an end to customer objections and establish your authority in your market. Your credibility gets the boost it needs to make you an established, trusted professional in your industry.
3. Save Your Customers Money, or Time
Two of the biggest struggles people face is not having enough time or money. If your business can solve one or both of those struggles, you’re in a position to sell.
Use a book to show people how your company can save them time or money. Give them proof that what you do will directly benefit them by clearing out some of the clutter in their life, or saving their bank account from another painful blow. By showing your audience how you alleviate these common struggles, you create tremendous opportunities for your business.
4. Industry Numbers
A book can bring you new opportunities when you take a more indirect route. Instead of selling to your prospects, try selling your authority on the people who educate your prospects.
Your customers might not be numbers people, but the bloggers and journalists reporting to your customers sure are. Show off your leadership by creating a book that talks about what’s happening in your industry, and where you see the industry headed. This conversation starter has far more fire power than a press release, and will get you quoted time and time again as the expert in your field.
You already have the ideas of what you want to say. Now it’s time to put them on paper and in print so that you can capitalize on these opportunities to become an authority in your niche.