5 Steps: Use Your Book to Market Your Business


The elevator doors open. A couple join you on the ride to the lobby. They are friendly, chatting a bit, you exchange reasons for your presence in this hotel in this city. You realize from their conversation that these two are your perfect client. And you want to talk more…but the lobby is only 30 seconds away. Pull out your business card and hand it to them? Sure. Then hope they’ll get back to you one day.

Here’s another ending to this same scenario. Yes, pull out your business card. And mention that you are an author. Ask if they would like a complimentary copy of your book. Hand them your business card book (www.bizcardbooks.com). It is an amazingly effective, informative, entertaining, and educational tool that beats a simple card every time.

I sometimes refer to my business card book as an airplane book because it’s exactly the right size and amount of information to read while taking a flight. It takes an hour or two to read, is filled with interesting content, and is complete with your contact information.

And the best part? Nobody throws away a book. Your business card may be relegated to the circular file, but not the book.

#2 - Develop the art of promotion.

I love promoting others and helping them achieve success. (Maybe that’s why I love writing stories and helping client’s put their stories together so much.) When it comes to promoting myself, it’s not as easy. And in that, I am like most people. We are simply not comfortable promoting ourselves. Your well-written book can and will promote YOU for you.

Having your book to share with the person you are meeting is instrumental in building your credibility. Use your book to build your authority. You’ve written a book, you must be the expert. This is powerful wisdom that adds credibility to who you are.

#3 - Become a leading authority in your industry.

It’s Wednesday lunch and you are attending yet another weekly networking meeting. What essential tool do you take and use? A business card? Yes, and so does every other person there. One key to effective marketing is standing out from the crowd. Is handing out your business card standing out or blending in?

Consider using a BizCardBookTM as an alternative to a business card. I share my BizCardBook instead of a business card. It is an instant icebreaker and it never fails.

After reading, people loan (or give) my book to others they know who would benefit from my services and they purchase books for their friends and colleagues! They even tell my story for me when introducing me to their colleagues.

The icing on the cake is the trust that comes with a book. Trust is priceless and simply can’t be bought. With your BizCardBook, you are instantly an author-ity. When you share your book, you are immediately considered worthy of having business referred to you and what’s more, the referrals are educated—before you connect—about what you do and what to expect.

#4 - Leave your book behind.

Wherever you go, leave your book for someone else to find. You can mark it up, leave your business card in there, and/or write a nice inscription for the person who finds it. Maybe you even want to leave someone else’s business card in there! (Make it look like someone else bought it, loved it and accidentally forgot it. Shucks!)

I totally believe that if you put it out there, the right person will find your book. He or she might not be your ideal client, but if you write your book specifically for your ideal client, he or she will know exactly who they are going to give this “lucky find,” too. Besides, it spreads good energy. Don’t you feel lucky when you find something that you know was meant for you or someone you know?

#5 - Make your book a valuable giveaway!

It is great to get referrals, but even better to have great referral partners! If you’ve already written one book, you know how difficult or easy it can be. Here’s a way to keep the process on the easy side.

Let’s say you are in the wellness industry. You are a nutritional coach. And, that really great gym owner down the street has given you lots of referrals recently. And, why wouldn’t he? Clients who work with you have a more educated approach to the synergy of nutrition and exercise. Susie has given you lots of referrals lately, too. She has met many people at her weight loss program and gives business to both you and the gym.

What if you found four or five more people like these who have the same ideal client that you do? You each could write a section of an educational book for people looking for a healthy lifestyle. And, you could each agree to purchase so many books to hand out to potential clients. Of course, your client stories are in there, and so is your contact information and website. Now, you have syndicated your referral efforts and shared in the process of writing a book.

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About the Author Candy Zulkosky

CaZ, the Writer Success Coach, understands the power behind being passionate about your business and your life’s endeavors. As a coach and all around cheerleader for her clients, CaZ brings together the full package—clarity, communication, and conversion. As a ghostwriter and content developer, she listens, learns, and comes to understand your goals and your purpose—and then delivers the right words to mix with the images that communicate your message. As an editor and book designer, she brings business acumen, up-to-date publishing experience, and industry know-how to the process of publishing your book.

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