First Word

When I open my presentations, I ask two questions: “How many of you throw away books in the trashcan?” I follow up that question with the next one, “How many of you throw away brochures in the nearest garbage can?” The second question provides the audience’s a-ha moment. Most people feel value when they buy or are given a book. A book has weight. It has pages. It has merit. It conveys the perception of knowledge and expertise and time and money to publish. A feeling of guilt or at least a sense of environmental responsibility overcomes the desire to toss all that time, money, expertise, and most importantly “paper” into the garbage can. On the other hand, how many flyers, tri-fold brochures or one-sheets create such a moral or ethical dilemma that you actually feel guilty to throw it away? I’ll be honest. I’ve thrown away countless brochures. I even curse when someone shoves a flyer under my car windshield wiper because now I have to find a garbage can so I’m ...

If you're in business, passive revenue is the best way to earn money. You do the work and the money continues to flow in long after the work is done. Passive revenue compounds your existing revenue and enables you to earn more without working harder. I like passive revenue because it's the quintessential and true definition of work smarter not harder -- amen. In publishing, your business book acts as your calling card and is more effective than a brochure (who ever throws a book away but thousands of brochures get dumped in landfills), and you get the value add of passive revenue. You can sell a book. You can't sell a brochure. And here is the big shocker: your cost per full-color brochure can be upwards of $5-$8 per brochure versus a full-sized book that can be as inexpensive as a $1.25 per book. You simply can't go wrong when you look at the formula from that point-of-view. Consider this, too: your book can bring in passive revenue for years to come. I have two busine...

Have you thought about writing or having someone write a book about your business topic or area of expertise? Did you know a book is better for your business than a brochure and way more effective? Want to know why? Brochures get thrown away, people don't toss books in the garbage . So true! How many times do you see a book land in the trash can? Don't we all kind of have that feeling waste and "tree vengeance" when we have the nerve to toss a book? Now brochures are a whole other story ... where's the trashcan? Speaking engagement requests galore . A book is like someone waving a magic wand and sprinkling all kinds of fairy dust on your head to make you an instant expert. What do people do with experts? They ask them to speak. When you get asked to speak, what do you get? Exposure and new business. New business makes money, which equals profits. Public relations opportunities rock ! A book gives you something to announce and promote to the media. It...

Did you know your best sales tool for your business is a book? Here are three reasons you should consider either writing or hiring someone to write a book for your business. A book is 100 times more effective for selling your business to your clients and customers than a brochure. The one thing I love to point out to clients is that while a person will throw away a brochure, he or she will not throw away a book. They might pass it on to someone else or just shelve it, but they will not instantly toss it out. People value books. A book is actually cheaper than a brochure . Here is another shocker: if you produce a full-color brochure that is slick and nice, did you know the per price unit cost is actually more expensive than a print run on a book? A book gives you credibility and a news hook to market and promote your business . Organizations and groups will invite or hire you to come speak to their groups. You know speaking is almost like money in the bank when it comes to expos...