![]() ![]() He is also running a content marketing firm called Digital Press. In case you don’t know him, Nicolas writes primarily about things like entrepreneurship, productivity and (first and foremost) about content marketing. I am talking about one of Medium’s most popular writers: Nicolas Cole. Let me give you an example from somebody you might be familiar with. Since it is not going to make you rich, your book needs to be in line with your business as a whole. My point is that it can be absolutely useless to be a published author. The problem is just that when people start working on their books, they often don’t think about what they want to do with that book.Īll they think about is that they want to be a ‘published author’. Obviously, it’s rare that somebody is so incongruent in their businesses. He or she is disappointed and decides to forget about it. He or she sees that you have a coaching program available.īut it’s more of a generic leadership coaching program. Perhaps you are even available for a coaching program… Customers is blown away by your ideas expressed in the book, but isn’t really sure how to implement them in his own lifeĪt this point, the potential customer is probably going to try and figure out whether or not you have other services available in this area.Customer sees that you have a book available and decides that it is worth investing the $10 into it.Customer subscribes to your e-mail newsletter and follows your content for a while.Customer finds your free content on productivity tips for creatives.Let’s just think of a potential customer journey: If it wasn’t, however, then it might be useless in the sales process. If your book was deliberately designed from the beginning, then it will allow for a natural succession from the book towards your next products. So he or she ends up purchasing your other, complementary and (most importantly) more profitable products. He or she finds the book helpful, but doesn’t really know how to execute on the ideas introduced in the book. … it needs to be designed in a way that it can be part of a journey customers are going through. … it needs to communicate similar ideas like the one your business is trying to get across. … it needs to reach the same people that your business as a whole is trying to reach. ![]() Your book might not be helpful to you at all. If you have written a book without thinking first about how this book fits into your business strategy as a whole, then you might have a problem. ![]()
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