When you own a business you are blessed, on a daily basis, by salespeople trying to sell you every conceivable good and services. High on the list are promotional items: pens, pads of paper, magnets, calendars. In other words, junk.
Don’t get me wrong, it’s good junk. And if you have a booth at a trade show, it’s the only way to attract people to your table – unless, of course, you have hired an attractive woman! Sad, but true…
In any event, I guarantee you that no one has ever gotten a client because of a pen! True, the client may have found the pen and so had no difficulty locating the phone number. But placing a call, or sending an e-mail, is an opening, not a close. You want the close!
The best way to get the close is to give a prospect something that screams, “I AM AN EXPERT!” and what screams the loudest in a book.
Of course, today, thanks to marvelous technology, anyone can self-publish. But “self-publishing” is just a fancy term for printing. There’s nothing wrong with that. Historically many people have been highly successful self-publishing. But it’s rare and the truth is, when you self-publish a book you are really just printing a very large brochure. Again, nothing wrong with that. It’s not immoral, unethical or deceitful. But since no one approved the book, it’s also not a source of credibility.
There’s a way around that, other than the traditional publishing route which can literally take years – and you can forget about earning any money from royalties!
To learn how, join me and marketing consultant Gil Effron, from The Growth Team, for our joint presentation, How to Write a Book, Publish a Book, and Make it the Focal Point of Your Marketing Activities. Part of the Manhattan Chamber of Commerce’s MarketingWeekNYC,TM the workshop will take place Tuesday, July 16, from 10:00 to 11:00 AM at Grace Corporate Park, 255 West 36th Street, 8th Floor, New York, NY. Pre-registration is required: http://www.hsstaffing.com/Career_Counseling.html. Limited space. Register early!