Home service business owners wear many hats that keep them extremely busy. One thing they all want though, is more loyal repeat customers. But how to get them? Odds are high that most of these business owners haven’t stopped to consider how or why they should devote time to building credibility and authority in their industry.
To compete in an area where several service providers are offering very similar services, you need to do something to stand out. Something your competitors might not be willing to do because they don’t think they can.
Diana Needham joined me on my podcast to talk about a strategy that can become a powerful marketing asset that sets your company apart. Writing a book.
Most home service providers feel unqualified to write a book, despite the fact that they have an impressive amount of valuable knowledge in their field. Diana shares practical strategies for getting started, even if you don’t consider yourself a strong writer. By the end of this conversation, you’ll be inspired to put pen to paper and share your expertise with the world.
You’ll Learn…
- How a book can be a powerful business publicity tool to build credibility and authority
- How to easily create a short, impactful book using content you already have
- Ways to leverage your book to open doors, get referrals, and stand out from competitors
- Why you should share your personal story in your book to better connect with customers
- How to use your book as a $4 “business card” that will never be thrown away
- To turn your book into a marketing asset that generates leads and new business
- Why the expertise you already have is valuable and worth sharing through a book
Key Moments…
[01:40] – Overcoming The Fear Of Writing A Book
[03:26] – Leveraging Your Existing Knowledge As A Marketing Asset
[05:22] – Using A Book As A $4 Business Card
[12:22] – Writing A Short And Powerful Book, Not A Novel
[16:44] – Using Your Website’s FAQ Page As Book Content
[25:08] – Using A Book To Open Doors And Build Credibility
Overcoming The Fear Of Writing A Book
Many people are intimidated by the idea of writing a book. Home service business owners may feel they lack the writing skills or they don’t know how to engage readers. The key is to recognize that the knowledge you already have in your field is something others would find valuable. Focus on outlining the key information that helps answer a question for your audience and you can overcome the fear of writing. Your own book can be a very powerful marketing asset that will establish you as the authority in your field.
Leveraging Your Existing Knowledge As A Marketing Asset
As a home services professional, you already have a deep well of knowledge and experience that your customers don’t. This is actually a huge advantage when writing a book. What seems simple and common knowledge to you is news to them. By recognizing the value of the information you already have, you can turn it into a marketing asset to attract new customers, showcasing your expertise as a tangible reason why they should hire you over a competitor.
Using A Book As A $4 Business Card
Rather than just handing out a standard business card, hand your book to potential customers. A book can be a much more impactful marketing asset. At a low per-unit cost, you can give new customers a physical resource that is much more valuable than a card. This book can then be passed along to others, growing your reputation and reach. A physical book will keep your name and expertise top-of-mind long after the first interaction with a potential customer. It becomes an invaluable tool for building relationships and generating referrals.
Writing A Short And Powerful Book, Not A Novel
Many first time authors mistakenly think they need to write an extensive, novel-length book. But for a business-focused book, a concise 80-100 page volume is more effective. This shorter format helps you share your key messages clearly and concisely, without overwhelming the reader. You are creating a short but powerful marketing asset rather than a lengthy tome. People will be more likely to read it, quickly find the value in it, and recommend it to others.
Using Your Website’s FAQ Page As Book Content
When you don’t know how to get started or what to write about, look no further than the questions your customers are already asking. The FAQ section of your website can serve as a jumping off point for the content of your book. By expanding on these frequently asked questions, you can directly address the needs and concerns of your target audience, making the book a highly relevant and valuable marketing asset.
Using A Book To Open Doors And Build Credibility
Having a published book can open doors and build credibility in ways that all other marketing methods cannot. Whether it’s meeting with potential partners, securing financing, or impressing prospective customers, a book serves as a powerful physical demonstration of your expertise and authority. Leverage your book as a tool to forge new relationships and showcase your knowledge and you can significantly build your business’s reputation and growth.
About Diana:
Since 2010, Business Book Mentor Diana Needham has mentored 120+ self-published authors to achieve Amazon #1 Best-Seller Status.
Best of all, by working with Diana, hundreds of business leaders, executives, entrepreneurs, and subject matter experts have transformed from frustrated, unpublished, and striving to satisfied, self published, and successful thought leaders with expanded audiences, impact, and profit to show for it.
With 25+ years of experience managing key strategic initiatives that affected the bottom line at Chase, she brings a unique skill combination as a marketing strategist, business coach, senior project manager, and publishing expert to guide her clients from idea to a book that matters.
Connect with Diana
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