One of the goals of a prescriptive nonfiction book is to establish the expert’s credibility and grow his or her business. When designed correctly, an expert-book can strategically lead readers to a specific outcome or action the author wants them to take, which will help the reader solve their problem or achieve their desire.
Your book is a pathway on your prospect’s journey to work with you. By strategically structuring your book, you can guide readers on that path into your marketing system where you can cultivate a relationship that moves them into becoming clients.
Whether you're a fitness instructor, a psychologist, or a financial planner, your book can act as a lead generation tool. Lead generation is created by including enticing offers and powerful calls-to-action throughout the content.
A call-to-action is created when you entice the reader to take a specific action that moves them into your marketing system, such as enticing the reader to contact your business to inquire about services, schedule a consultation, make a purchase, or to provide their contact information in exchange for a valuable resource.
Many authors don't effectively incorporate lead generation pages or calls to action in their books. If you do just this one step, you can significantly increase the impact of your book on your bottom line.
To design your call-to-action strategy, review each chapter, and determine which topics can easily and naturally lead into an offer, and act as an extension of the content.
Tips for Developing Your Call-to-Action Offers:
- The resource offered should be an extension of the book's content and a way for the reader to achieve the goal or reach the solution.
- Consider placing calls to action throughout the book (and not just at the conclusion) - but beware of offering too many free items, which could diminish the perceived value of the whole package and may overwhelm the reader.
- Include different types of offers to appeal to a wide variety of readers. The ways that your readers take action will vary. A call-to-action that includes an invitation to a free seminar in New York may be perfect for one type of reader, while it may be difficult for another reader to take action. Try to provide both online and off-line options for readers to respond. Types of offers to consider: No-cost seminar or event tickets, replays of teleseminars or webinars, templates, scripts, checklists, free chapter from your book, self-assessment tool, complimentary 15-minute Discovery Consultation or Strategy Session, three free months in your membership or continuity program.
- Create offers based on your target audience. For example: If your intention is to attract affluent clients who prefer done-for-you services rather than do-it-yourself services, then the offers will focus on your expertise by providing opportunities to experience you at a live event or through listening to you on podcasts, free teleseminars or a video series. If your goal is to attract clients who are more the do-it-yourself type, the offers might direct readers to a website page with a series of tools or self-assessments and move them into offers for home-study courses and information products.
- Clearly outline how the reader can take advantage of the offer. Explain exactly what a reader needs to do to receive the offer. For example: Visit the website at mywebsite.com, enter your email, and select the submit button.
- Have a follow-up method in place. Ensure your free offers strategically lead the reader into your system where you have a follow-up method in place, such as a database that captures email addresses.