How Writing A Book Can Help Your Speaking Business

How Writing A Book Can Help Your Business and Career

Have you ever thought about taking your speaking business to the next level by writing your own book?
It’s not as hard as you think and it can yield dividends for the rest of your life.
 

Being the person who literally wrote the book on your area of expertise can be a great way to build credentials and get gigs. Why work to convince someone that you’re the expert in your field when your book can do that for you?

People don’t even need to read the book. Simply by having your name on the cover and your picture on the back you’ve gained so much credibility that they’re now open to hearing what you have to say.

And your book can open up whole new business opportunities for you as well. Whole new revenue streams. Let me rip back the curtain and take you step by step through how writing a book has changed my business because becoming an author can change your speaking business too.

Why I Wrote My First Book

I often perform my comedy hypnosis stage show aboard the world’s biggest cruise ships as we travel to exotic far off lands. It’s a great gig. The cruise line hires me to do my show in a beautiful theater in front of 2,000 people on one night per cruise. The rest of my time on board is my own to enjoy the vacation just like any other passenger. The only difference is I get paid thousands of dollars to take the voyage. Like I said, it’s not a bad gig.

After every show, people come up to me and ask if I can help them lose weight. Lots of people ask me this, partially because I’m a hypnotist and weight loss is one of the most well known uses of hypnosis, and partially because the average weight gain on a 7 day cruise is eight pounds! I’ve got what they want… a way to lose all the weight they just gained.

Your Message To Market Match

When you find a solid connection between what you’re offering and what the buying public is asking for that is called having a great message to market match. And that is exactly the situation in which I found myself.

1. They know I’m a hypnotist
2. They just gained a bunch of weight
3. They want me to help them lose the weight with hypnosis

Message to market match. In this situation I don’t have to do any selling at all, just schedule an appointment. Problem is I don’t do one on one hypnosis sessions anymore. Why charge people a couple hundred bucks for one hypnosis session when they can invest in my package of six weight loss hypnosis CDs and listen to them over and over again for less than the cost of a single appointment? The hypnosis CDs make a lot more sense for the consumer and they make a lot more sense for me since I’d rather spend my time traveling than sitting in a hypnosis office all day.

But people rarely buy this way (unless the product is inexpensive enough to be considered an impulse buy). Those prospects just met me. They’re probably not going to plunk down a couple hundred bucks on a whole weight loss system without some more information.

They have questions. How does hypnosis work for weight loss? How will I know it will work for me? What will I need to do? Has it worked for other people in my situation? Until these questions and implied objections are answered there is buying resistance that needs to be overcome in order to make the sale. They want what I’ve got but they’re afraid of making a mistake and so avoid making a purchasing decision.

So What Did I Do?

I started delivering educational seminars on the topic aboard the ship and offering my CDs afterward. It worked out great, by the end of the talk all of their questions and concerns had been answered and I was able to help the maximum number of people in the minimum amount of time.

So now I’ve got this talk that educates the consumer about the benefits of hypnosis for weight loss and the effectiveness of my 6 CD system and I’ve got a product to sell instead of my time. I’m in business!

…but I’m only in business on the ship. Back on land I’ve got to schedule talks on a regular basis if I want sales of the hypnosis CDs to continue. Now we’re back to a time for money scenario, only I’ve traded the hypnosis office for the lecture circuit. I love the speaking business but the product I’m selling is too inexpensive to make that option very profitable.

Just like in any business, I need new prospects to survive. I want to leverage my time by communicating my message to as many people at once as possible. Sure, I could take out advertising but that’s expensive. What if I had a way to get in newspapers, on TV and the radio without paying anything. Now there’s an idea!

Your Book Is The Magic Ticket

There is a way to get all the free publicity you want for your business and I’ll bet you’ve already figured out what that is. That’s right, the absolute best way I know to get free publicity, credibility, and new business is by writing a book in your area of expertise. And so that’s what I did for myself.

It was a huge learning process for me and I made some mistakes along the way, but now my book “The Weight Loss Hypnosis Solution” is a reality. It was a natural outgrowth of my business and the product of information I already knew.

Because of my book, I have a steady stream of new prospects plus I no longer have to “sell” my hypnosis CDs directly. I can provide an inexpensive solution to people’s problems through my book and they can chose to complete the system with the hypnosis CDs on their own.

This two step process allows prospects to enter my sales funnel through an impulse buy (the $20 book) and then flow through to the somewhat larger investment in the CDs. The book creates a level of credibility that the CDs alone cannot provide. It also becomes an important educational tool for the consumer and keeps me from having to repeat the same information over and over again.

I also give away the first 40 pages of the book (along with a lot of other goodies) at my lead generation site www.7weightlossgifts.com This “try before you buy” approach makes it easy to establish a relationship with people. There is no risk, no cost, and no obligation for the consumer. Before they know it they are learning from me, benefiting from my advice, and wanting more. 

Now It’s Your Turn

Think about how writing a book can benefit your career. It’s really not all that difficult. In fact, I put together a special program where I’ll show you exactly how to write, self publish, and promote your own book… from concept to completion, within 1 month!

Get all the info here.

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