Transform Your Book into a Multi-Dimensional Business Growth Engine
Insights adapted from Paul's interview with Michael Kitces on the Financial Advisor Success Podcast
After years of guiding authors and business leaders, I've discovered that a book's value lies far beyond its pages. Today, I want to share several proven strategies centered around the "Virtual Speaking Tour" approach, combining strategic podcast appearances with a robust digital presence.
The Hidden Power of Personalized Editions
Let me share something that consistently delivers remarkable results: creating custom versions of your book with forewords by Centers of Influence (COIs).
When I tell clients about this strategy, their first reaction is often skepticism, but here's why it works so well.
As I explained to Michael, most financial advisors would love to create meaningful relationships with CPAs and accountants. The challenge often lies in motivation - while advisors are enthusiastic about the potential referrals, CPAs might be hesitant due to their already full client roster and concerns about referral risk.
This is where the book becomes a tremendous asset. When you can say, "Foreword by John Smith," maybe even put that on the book's cover, the CPA or that person suddenly takes ownership of this. They need to agree and feel comfortable doing it, but it becomes their book once they do.
Yes, private printing costs more than Amazon publishing - and you'll need it because you don't want multiple versions with different forewords on Amazon. However, the ROI through deepened relationships and increased referrals make it an investment worth making. I've seen this strategy transform casual professional connections into powerful referral partnerships.
The Book Website Advantage
Here's a crucial insight: directing your audience to Amazon is a missed opportunity for lead generation. Instead, create a dedicated book website. The strategy is straightforward but powerful: offer a complimentary ebook or audiobook version in exchange for email addresses. This approach captures more leads than sending potential clients directly to Amazon.
Remember, the goal is for your ideal reader to consume it. Whether it's listening or reading, it doesn't matter. It's the consumption of the book that counts. This website becomes your central hub for converting interest into tangible business opportunities.
领英推荐
The Virtual Speaking Tour Strategy
One of the most effective approaches I've developed is what I call the "Virtual Speaking Tour." This strategy has two key components: strategic podcast guesting and leveraging your book website for lead capture.
Your book is a passport to access targeted podcasts where your ideal clients are already listening. The strategy is that the book, in many ways, is the passport because you're looking for markers that they have something meaningful to share. A book is one of the ways that people demonstrate expertise.
But here's the critical part, which many miss: each podcast appearance should create a transparent bridge back to your book website—not Amazon. This creates a powerful funnel: podcast appearances drive traffic to your website, where you can capture leads through your digital offerings, creating a continuous cycle of opportunity generation.
Making Your Book Work Harder
The magic happens when these strategies work in concert:
The key is understanding that your book's success isn't measured by sales figures alone. It's measured by the relationships you build, the leads you generate, and the opportunities you create through these integrated strategies.
Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.
Claim your free audiobook copy at: www.theshortbookformula.com