When writing a book for the purpose of building your business you must include calls to action. A good call to action will spur the reader to connect with you. Through your website, blog, landing page, social media, etc. Your readers may find your book helpful and apply your ideas in their business but if you want it to help grow your business you to lead them to you. An effective call to action will hit an emotional hot spot with an offer that will entice them to act now. You want to compel your reader to take action it which takes ingenuity to accomplish.
A call to action must offer something of value to the reader and should be well thought out. A good call to action will not be to over the top but clever enough to not seem like your anxious to sell something. Once the reader acts on your call to action there should be a second call to action moving them one step further down your sales funnel.
At each step the recipient should receive even more then they expected. This may sound like a bunch of impossible steps but they really are not. Once you start getting the concept down and understand the psychology and logic behind it it will seem obvious. It’s not deceptive, unless your not delivering on your promise. Over-deliver at each stage of your sale. If your following the sales funnel approach I adhere to over delivering will make it easy for your prospect to move down the sales funnel. Your call to action can be placed at just about any section of your book. The back cover is a perfect place to put a call to action. A prospect doesn’t even have to purchase your book for you to get results. Obviously it’s always better if they do and the call to action may just be to buy the book!
Here are a few ideas for a calls to action:
• An invitation to buy one of your other books at a discount.
If you have other books available let the readers know. If you have an e-book place clickable link to your Amazon page or website where they can purchase it.
• A link to your website.
Always include the URL of your website and invite your readers to visit for updates.
• A bonus offer when they subscribe to your newsletter or sign up to your mailing list.
Offer your readers free gift or special bonus for registering with you. It can be a free e-book. a worksheet, information or even a poster. One of my best free gifts is The Optimist Creed which is a nice 8.5 X 11 poster that people absolutely love. It’s branded with my logo and website as well so that anyone reading it will know where it came from and hopefully visit my site and register for their own copy.
• URLs of your social media accounts.
Social media plays a major role in marketing your business. Facebook, Twitter, Instagram, Pinterest, and Google+ can be powerful marketing tools when used effectively. They provide a way your readers can make a direct connection with you and be one step closer to doing business with you.
• A request for reviews or testimonials.
Reviews and testimonials essential and wont come unless you ask for them. Most people are happy to do it and the people that do will also have an opportunity to promote themselves. An easy call to action is to encourage your readers to post a review on Amazon.
If the objective of writing your book is to get new business a call to action is a must. Start looking at the stuff you buy and work the steps leading to your purchase backwards. What triggered your action? Start paying attention to radio ads and television commercials. There’s a reason why you’ll hear “if you act now”, “for a limited time”, “but wait there’s more”, “plus get this free….”. The reason is it works!
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