Small Book, Big Payoff?
Business people and professionals struggle with the challenges of establishing trust and preeminence both online and off. On the Internet, it’s a particular challenge for individuals and firms to stand out from the pack. Pretty much everybody’s websites tend to look a lot like those of their competitors. The Internet brings your story to more people, but it also commoditizes most businesses and offerings, to be judged primarily or solely on price.
The dilemma comes down to this: how can people trust you when they don’t really have an opportunity to get to know you?
Michael Levin is a New York Times best selling author and the CEO of Business Ghost, Inc. (www.BusinessGhost.com). You might have seen him on Season 3, Episode 1 of ABC’s Shark Tank. Michael is an accomplished ghostwriter, having written with Michael Gerber, creator of the E-Myth; marketing guru Jay Abraham; sports figures Dave Winfield and Pat Summerall; and Hollywood publicist Howard Bragman. He also edited ZigZiglar’s final book, Born To Win.
According to Michael, there’s nothing like a book to establish trust and preeminence. Your competitor has a white paper; you’re a published author. The “other guy” you’re going up against has a Twitter feed; you have a book that people can buy on Amazon or download from your website in exchange for contact information.
Surprisingly, Michael says that in an era of shortened attention spans, short books can be even more powerful than longer books. He advises his ghostwriting clients to do 50-page minibooks, because 50 pages are enough to get across all the key points and then at the same time achieve authorship status.
He recommends that the books follow this basic format:
Chapter 1 – I Feel Your Pain. Explain in detail the kinds of problems your prospects face, so that they understand you truly grasp the concerns they have and that you are compassionate about their situations.
Chapter 2 – I Have The Answers. Now that they know you care, explain who you are – your background, your training, your wisdom, your examples of situations where you have solved for other clients the kinds of problems you wrote about in chapter 1.
Chapter 3 – Here’s How I Do It. Explain in detail your process, with plenty of additional examples of how you have succeeded for your prior clients.
Chapter 4 – Call To Action. Define the kind of people you like to work with, how you serve people, and what services you provide. Give a lot of detail here, because people may not realize that the author is actually available to serve them!
BusinessGhost is also known for its Book-Of-The-Quarter Club™, which creates four minibooks a year for clients, so they can showcase four different major concepts or address four different clienteles.
Michael’s own minibook, The Financial Advisor’s Dilemma, is available for free on his website, www.BusinessGhost.com/Financial. While it is primarily aimed at financial advisors, it’s helpful to anyone thinking about doing a minibook.
About Michael Levin
Michael Levin, founder and CEO of BusinessGhost, Inc., has written more than 100 books, including eight national best-sellers; five that have been optioned for film or TV by Steven Soderbergh/Paramount, HBO, Disney, ABC, and others; and one that became “Model Behavior,” an ABC Sunday night Disney movie of the week. His new minibook, “The Financial Advisor's Dilemma,” teaches how to create trust and distinctiveness in the highly competitive marketplace.