Your book instantly gives you authority and credibility in your local market.

  • Your book instantly gives you authority and credibility in your local market. It’s all based on people’s perceptions. Basically, if someone has written a book on a subject, that automatically makes them an expert on that subject, in the eyes of most people. It doesn’t matter that you are already an expert – it doesn’t matter that you have been in business for X number of years, have many satisfied customers, if you are a published author, then there is no question, you become the go-to person in your industry.

 

  • Your book creates what I refer to as ‘reciprocity’ – if someone gives you a gift you feel is valuable, don’t you feel obligated to give them something in return? I’m not talking about guilt at all – people only feel guilty when they’ve done something wrong. Basically, when you give someone your book, that little voice in their head tells them they need to make it up to you – and what better way than to buy from your business? You don’t need to ‘sell’ them on this at all – just tell them to read the book and they’ll find your offer in there. You won’t believe the number of people doing business with you as a direct result of your gift.

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