I’m no marketing expert, but I am aware of two types of marketing; inbound and attraction marketing. There are more types, but these are the two that I will be talking about in this post. Feel free to enlighten me in the comments.
But back to the first two that I’m the most familiar with; inbound and attraction.
Inbound is when you directly approach someone with the goal of getting them to make a purchase.
You’re most familiar with the concept as the person cold-calling you or knocking on your door. Or worse, the auto-dialer.
I get, at least, ten robo-calls a day. And I’m slowly starting to learn not to answer. At first I would answer every one of them hoping it was a client or worried it was a call from a relative. But no, it was the pre-recorded voice “alerting” me to something important. The important thing I had to take care of right away really had nothing to do with my livelihood. So I would just hang up.
My favorite is when they say they’re a real person, and when you ask them to prove this by posing a question (any question will do)…they immediately hang up.
A real person would just answer the question and we could move forward.
Inbound marketing, or the better term of direct marketing, doesn’t work well with ghostwriting. And I speak from experience.
I’ve approached countless people trying to convince that they need to write a book. Every time– EVERY TIME– I fought an uphill battle to explain ghostwriting, what it was, how it could help them, and the overall benefits.
I know what you’re thinking, “This guy’s an idiot.”
And yes, I was being idiotic for wasting their time, and my time, trying to convince them they needed a book ghostwritten.
It’s far better to put out the information on ghostwriting, what I do, how I help career coaches and consultants, that I’m running a professional ghostwriting business, ghostwriting services, and that I’m a certified ghostwriter.
Because it helps me attract clients who fit three criteria;
- Those who are interested in writing a book and know they need the help of a ghostwriter
- They want to start their project within the next six months
- They understand the costs of such a service
Attraction marketing is the opposite of direct, or inbound marketing.
Here you’re simply putting information out there about you and your business. You’re letting the larger public know you’re open for business.
You can still target a specific audience with your ideal customer avatar. Some call it a persona. I see it as the po-ta-to, po-tat-o argument.
The point is you’re creating information for the type of client/customer/buyer who will benefit the most from you and your service. This can be done through all sorts of content; blogs, articles, white papers, reports, and podcasts.
There is one more piece of content that dwarfs them all.
When you write a book and market it, you’re partaking in attraction marketing.
Sure, you can send it to clients and customers that you believe will benefit the most. A book will make a great gift. And people rarely, if ever, through a book out. If they’re not the reading type, they’ll likely hand it to someone who is.
With your book in hand, they’ll read and get to learn more about you. You’re building trust with them in a non-threatening way. They save time by reading about your business outside of the typical work hours.
If done right, your story will connect with the person who will want to buy from you or hire you to perform a professional service for them. This will save you some time from having to go out and look for them directly. If the book is out there, and it’s written right, it will filter through the larger public, alerting your ideal clients to your presence and who you are.
Your book will attract those clients to you.
Simon Sinek, best known for his TEDTalk “Start with Why; How Great Leaders Inspire Action,” started out helping companies and high-level execs find their why as a side gig. It was something he did just to help out and didn’t think much of it.
But a friend mentioned how much benefit he was delivering, Sinek decided to pursue the idea. And then he landed the chance to talk about at a TEDx Conference in the Seattle, WA, area. From there he managed to secure a book deal.
Ever since he’s been helping more and more companies find their why.
He’s also been busy doing speaking engagements. Event coordinators are inviting him to speak at their events. He’s able to command speaking fees and other perks.
He would have gotten there from his speaking by itself, but the book, “Start With Why” has cut that time in half and put him into a category by himself. No one else tries to talk about that topic or say, “I speak about that thing that Simon Sinek speaks about, you know?”
His book was a powerful attraction marketing tool.
Think of what could happen with your business as a coach or a consultant if you had a book with your name on it that was polished and published?
That’s the power of attraction marketing with a book.
What other benefits can a book have on your business?
Leave your answer in the comments.
In the meantime, get to writing.
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