We’re contending with a few key marketing challenges as we head into 2019…
- Unless people actively search Google for your products and services (preferably by brand name), it is getting expensive to generate cold leads.
- Big online media platforms such as Facebook have become a bloodbath in the fight for attention.
- Most people on Facebook would rather you went away, even if they desperately need your help.
Your marketing has to deliver tremendous value, and be entertaining. It should be a service to your audience, not an annoyance.
As I see it, the bottom line is this…
If you sell based on expertise and you don’t yet have a book, you’re probably paying too much for your leads.
A book that solves a specific problem for a specific audience makes all other channels more effective.
Walking into a business networking meeting with a book is completely different to walking in without one. Running Facebook ads to promote a book (especially a non-marketing book) is a game changer.
There are two ways to go about this. You can tag a book into your existing marketing strategy, perhaps fashioning it out of existing content. Or you can make the book your core marketing strategy, using other channels to push people towards the book.
Anecdotally I can tell you that all of my serious project conversations come from people who have read one of my books. Really it’s a litmus test. People who don’t have time to read a book tend to be a pain to work with. Plus I have to waste time on calls explaining stuff I’ve already written about.
To talk to me about writing a book in 2019, read the information here.
I’m looking for a maximum of two projects in January. Because this is a new service, there is a discount for fast movers.