2 Reasons To Write How To Books Part 1 – A Book As A Modern Business Card

A little while back I posted a blog entry with a link to a free webinar on Expert Marketing. But I never really explained why it was important.

There are many reasons you might want to write how to books. But from a business viewpoint there are two key ones:

• Making money by selling the book
• Making money by giving away the book

We’ll deal with the first tomorrow. Today I want to talk about giving the book away.

One of the concepts that bricks and mortar businesses find hard to understand with internet business is the concept of freemiums.

There are three things that you can sell with any business. You can sell the product or service, you can sell your relationship with the customer or you can sell your expertise. (If you want more information check out this free webinar on Expert Marketing – not even an opt-in).
I’m not going to get into it but while the first two are possible on the internet only selling expertise really fits the media. After all people can’t see or touch the product over the internet. As for relationship — it’s hard to convince someone that you’re their local neighbourhood supplier from another continent!

But convincing potential customers that you really know what you’re doing is easy. All you have to do is give them a sample. A freemium! Think grocery store samples. But rather than selling the product you’re selling the ability to identify a solution — your expertise.

Books are perfect for this. They’re high perceived value, they explain points of view, and if done well can impress.

For a bricks & mortar business they can be a great introduction. But don’t just think business card. Think resume. Think salesman.

A free book costing less than $10 can easily generate thousands of dollars in business. How? By convincing your client that you are the one to call!