Written by: Cori Wamsley, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
I’ve seen how some books act as lead gen, and they’ve got it all wrong. Half-giving information so people have to buy a program to actually get results is no way to build know, like, and trust with the reader. If anything, it’s probably a turnoff. Who wants to buy a book that is actually a long sales page? For heart-centered entrepreneurs, that feels incredibly icky.
Who wants to buy a book that is actually a long sales page?
For heart-centered entrepreneurs, that feels incredibly icky.
They don’t want to put all that time into something that is actually not going to attract the right people because the people who move on to work with them from that sort of book are probably at the end of their rope. Desperate to throw money at their problem, even when it seems like the person writing the book is only laying out bait. Which means that they are probably looking for a savior.
And you don’t want to be anyone’s savior because then they are relying on you solely for their transformation, often letting go of their own responsibility in the matter.
Instead, what you want is an easy way to lead gen that empowers your readers and helps them move down the pipeline if it feels aligned for them to do so because they got so much out of your book that, YES!, they know they need to work with you for more.
How do you write a book that aligns perfectly for lead gen?
First, look at the reason why you’re writing a book. Do you want to? Or do you feel like you have to?
Many leaders look around and feel like they are the only ones without a book, so they get that “should” in their system. Or they are told by their coaches that they have to write a book to get noticed in their niche. It makes sense really. According to ReadWrite.com, “Authors have a special place in our society. […] As a collective group, we tend to elevate authors as titans of thought who have done what few others can do and write a book.”
Who doesn’t want to be a “titan of thought”?
The problem, though, is that you don’t want to “should” a book into existence. That’s just checking the box and checking out. Like visiting the dentist or OBGYN for a checkup. The best way to look at writing a book is that it’s a connector tool: an important way for people to get to know you, how you tick, what’s at your core, what your deepest beliefs and truths are.
Books become a deep dive into how you got where you are and how someone else can too.
Because of that, your book shouldn’t be written like you’re keeping a wall between you and the reader. You want to give them a little of the journey that was actually bumpy. Show them your failures. Your semi-successes. Where you questioned yourself, your path, your worth. Be a real person! Readers love that!
Next, consider how you’re positioning your book in your funnel. I know that sounds super salesy, but hear me out. When you write the book, you have to consider who you’re writing for and what your purpose is before you pen a single chapter, so as you’re doing that, look at who you most want to attract to your brand. Who do you love working with? How can you get them a win so they will then be ready to work with you? If you’re aiming too low or high on the mountain, then those who are at just the right spot in their journey won’t pick up the book, or won’t finish reading it. Meet the reader where they are on their path, and they will be ready for your offering. Then it will be a no-brainer when they see the mention at the end of the book.
Make sure you actually go deep when you’re working on your book. Don’t hold the reader at arm’s length, and expect them to connect with you or you will definitely be disappointed.
Have you ever written about something or talked about something that you were super uncomfortable with? Think about it. You probably didn’t give details. You gave short, choppy sentences. You were likely looking anywhere but at the person listening (if you were talking), just hoping the topic would go away.
Uncomfortable topics like admitting when we failed, went through a major rough patch, or saying that we were wrong need to be shared in your book, so it’s best to consider how you want to share them, make sure you’re ready, and then be real with your readers. Yes, I failed, but here’s what I learned so I could bounce back even better. Yes, I made a major mistake, but it led me to where I am today.
Positioning the difficult conversations so you can be empowered in the discussion means that your readers will be able to look at their rock bottom a little differently. They will understand your wavering because they have been there (and possibly are there) too!
Going deep doesn’t make you look bad or rip open old wounds. It’s that good kind of vulnerability where two humans can connect because of our shared bruises. And we are all better for it!
The lessons from your stories can help others and then bring them back to you for more.
Always remember that the ability to go deep means that you are improving the quality of the book’s content. It’s not bare bones. It’s not just a list of things to do or lessons. Anyone can Google that! It’s a deep dive into an important share from someone trying to make a difference in the world. You.
And that’s something worthy of putting your name on the cover.
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Cori Wamsley, Executive Contributor Brainz Magazine
Cori Wamsley, CEO of Aurora Corialis Publishing, works with business owners who have a transformational story to share. She helps them quickly and easily write and publish a book for their brand that helps them create a legacy and be seen as an expert while building a relationship with the reader. Cori has 17 years of experience as a professional writer and editor, including 10 years with the Departments of Energy and Justice and 4 years as the executive editor of Inspiring Lives Magazine. She also wrote eight fiction books and one nonfiction book, The SPARK Method: How to Write a Book for Your Business Fast, and contributed to two anthologies. Her newest book, Braving the Shore, was released in June 2022.
