Using Your Book to Generate Referral Business

Referrals are crucial to business growth, yet many authors-entrepreneurs leave them to chance. By adopting a strategic approach to referrals, particularly through leveraging their books, authors can create a consistent stream of qualified leads and referrals. This guide outlines a step-by-step process for turning your book into a powerful referral engine.

Step 1: Free Book Giveaway

One of the most effective ways to generate referrals is to give away copies of your book for free. My clients, who are generous with their books, tend to receive more referrals. This generosity creates goodwill and positions you as a thought leader willing to share valuable insights without a direct financial expectation.

To ensure this strategy is sustainable, it's essential to produce a book that is cost-effective to print and distribute. For example, my own book costs less than ￡5 to print and ship within the UK and under ￡10 for international shipping. This affordability allows me to distribute books generously without incurring prohibitive costs.

However, it's important to be strategic in your generosity. Instead of indiscriminately giving away books, identify potential recipients who are well-connected and can further distribute your book within their networks.

Step 2: Forward Free Copies to Your Clients' Network

Taking the free book giveaway to the next level, you can offer to send copies directly to your clients’ contacts. One of my clients in the United States successfully implemented this approach by asking his clients for a list of names and addresses. He then sent the books himself, including a note that the book was a gift from the client.

This method ensures that the books reach the intended recipients and makes the process effortless for your clients, increasing the likelihood of them agreeing to participate. By positioning the book as a thoughtful gift from your client, you enhance the perceived value and strengthen the relationship between the client and their network.

Step 3: Focus on Well-Connected Clients

Not all clients are equal in their ability to generate referrals. Focus on particularly well-connected clients. These individuals are usually active in business communities, such as local Chambers of Commerce, or hold influential positions, like CEOs.

Concentrating your efforts on these key clients can maximise the impact of your referral strategy. Offering them multiple copies of your book to distribute can significantly increase your reach within their networks.

Step 4: Feature Well-Connected Strategic Partners

Identify strategic partners who are likely to refer clients to you and feature them in your book. For instance, if you are a business startup coach, you might partner with a reputable website designer. By recommending their services in your book, you create a reciprocal relationship where they are more likely to refer clients to you in return.

You can include a resource list at the back of your book, highlighting these partners. Featuring them prominently ensures they feel valued and are motivated to promote your book to their clients and associates.

Step 5: Feature Service Providers

Similar to featuring strategic partners, you can include service providers you work with within your book. For example, if you have a team of editors, designers and formatters who have contributed to your book, listing them can encourage these professionals to promote your book within their networks.

This strategy leverages the principle of reciprocity. When people see their contributions acknowledged publicly, they are more inclined to support and refer others to your work.

Step 6: Franchise Your Book

For those looking to take their referral strategy to the next level, consider franchising your book. This involves creating customised versions of your book for key clients or partners. I have a client who has created three different versions of his book, each featuring a major client on the cover and a customised forward.

This approach requires more effort and investment, as it involves working with a designer to create different covers and possibly adding custom content. However, the payoff can be significant. Clients featured in their own version of your book are highly likely to distribute it widely, as it serves as a personal endorsement and enhances their own brand.

Implementation Tips

While you don't need to implement all these strategies at once, incorporating a few can significantly boost your referral business. Here are some additional tips to help you get started:

1. Track Results: Monitor the effectiveness of each strategy. Track the number of referrals each method generates, and adjust your approach based on the data.
2. Personalise Your Approach: Tailor your referral strategies to your clients and partners' preferences and behaviours. Personalisation increases the likelihood of engagement.
3. Follow-Up: After giving away your book or featuring someone, follow up to thank them and remind them of the referral opportunity. Consistent communication keeps you top of mind.
4. Leverage Digital Copies: Offer digital copies in addition to physical books. This can be a cost-effective way to reach a broader audience and is particularly useful for international clients.

Conclusion

Turning your book into a referral-generating engine involves a combination of generosity, strategic targeting and reciprocal relationships. By giving away free copies, forwarding books to your clients’ networks, and featuring well-connected partners and service providers, you can create a robust referral system that consistently brings in new business.

Remember, the key is to be proactive rather than reactive. Instead of waiting for referrals to happen, take deliberate steps to encourage and facilitate them. As my clients have demonstrated, a well-executed book referral strategy can significantly enhance your visibility and credibility, leading to sustained business growth.