Tag Archives for " write-a-book "

You Wrote a Book. Now What?

So, I’ve been reaching out to consultants with books this past week to test some new cold outreach training I have.

And I’m surprised (not in a good way) at the number of books I’ve found on Amazon where authors:

  1. Don’t use their book to grow a list
  2. Don’t have a website listed ANYWHERE in their book
  3. Have no post-book offer (e.g., bonus resources, free videos, etc)
  4. If they have a website, they don’t have FUNNELS, e.g., book funnel, lead magnets, webinars, etc.

And I’m going to go out on a limb and say that they’re probably not using their book in a shock and awe package to prospects, to book podcasts, or to get a foot in the door on TV.

If your book ISN’T making you money, the reason is the above. Books are ideal for consultants, and to go to the trouble of writing one and then NOT take advantage is kind of silly.

If you’re a consultant who HASN’T written a book but are thinking about it, here’s what I suggest:

  1. Write the damn book. If you need help, contact Rob at http://anspachmedia.com/ or check out Bob Bly’s “Write and Sell Kindle Ebooks for Fun and Profit”
  2.  When you write it, include a BONUS OFFER in the front area, back area, and back cover. See Dan S. Kennedy’s “No B.S.” books as an example.
  3. Use that bonus offer to grow your list of qualified leads, because anyone who’s going to spend a few hours with you on your book topic is going to have the problem you solve.
  4. Sell products and offers to that list. Email daily.
  5. Use your newly published book to get in front of other people’s traffic, such as on podcasts, guest posts, speaking engagements, and YouTube.
  6. Use the book in “shock and awe” packages to prospects you really want to work with. Think $10K+ accounts. What’s $15-$100 to mail a package when you get $10K back? No brainer!
  7. Give an extra copy of your book to clients to give to a friend as a “gift”. Include a free consultation call with you inside the book.

That’s really it. If you’d like help designing a strategy around books, or to write the funnel copy, you know where to find me. Simply email hello@lynnswayze.com to start the conversation.

Here’s to your health, wealth, and abundance,

Lynn Swayze

P.S. There’s a way to do this with fiction too. 🙂

P.P.S. Bob Bly has a lot of resources, including a course on becoming a six figure consultant. Get them all here.


1 The REAL Reason Copywriters Have Books and Courses

The other day, a copywriting friend of mine declared that he couldn’t possibly write a book.

The reason?
“I just don’t have enough experience!” he complained.
I laughed and explained that not being at the top is the best time to launch an information product.
Listen: the copywriters at the top got there by writing a book, starting a course, or launching some other information marketing product.
The top copywriters… at least the well-known ones… began their major upward swing when they launched marketing.
And that marketing allowed them to get even better gigs, for better pay, with better results.
Few became well-known experts, gained expert results, and then said, “Oh, I should probably teach this to others.”
And among those who did, many became famous AFTER being involved in someone else’s marketing. (A podcast or two, an industry event, a conference, etc.)
So the correlation is still the same.
Let me repeat that:
If you want to join the upper eschelon in your field…
Be it copywriting, dentistry, consulting, or anything else…
Then you want to become a teacher. 
Think about it: let’s say you have a project which needs a copywriter and you need the BEST.
Before you are two very similiar copywriters who specialize in your niche. Both have similar results. The difference is that one of them has trained 5,000 others to do what they do… with similar, stellar results. And as a result, this second person is well-known by many, many people and came highly recommended.
If you need and can afford the best, who do you pick?
The copywriter who spends all his time alone in a bungalow, or the copywriter who’s generous and ultra successful in marketing his own products as well as those of others?
There’s a reason that people with books and courses have full calendars — and a high price list to boot.
THIS is why copywriters have courses and books. (Of course, aside from the fact that books and courses are great marketing tools in and of themselves.)
Books, courses, newsletters, trainings, and other information products set you apart as an authority. An expert.
And experts get to charge more… and receive fewer complaints at the same time.
For the exact same service as people charging 10x less.
Unfair? Absolutely.
Effective? You betcha.
That’s just how it works. Either you complain about it, or you do something about it.
Which is why I’m creating a program which walks you through the 10 (or so) elements needed to build a unique, competition-proof persona and charge what you deserve.
And just like writing a book or creating a course, ALL of them can be done even if you’re “at the bottom”.
If you’re interested in hearing more, click here to be first to know.


This post was sent as part of “Lynn Swayze’s Marketing Newsletter”. Sign up to get on the list.