Why You Need To Write A "How To" Book

We are very pleased today to have for Our Little Books Guest Post Wednesday, Glen Ford, an accomplished consultant, trainer and writer. He has been principal of his own project management consultancy for the past 11 years.

How many times have you handed out a business card, knowing full well it was just going to end up in the big round file? Or as a book mark in the latest Harlequin or subway train thriller? How many times have you looked at your business card and wondered how you could use it to tell people what you really do?

 If you’re like most entrepreneurs and professionals, the answer is “lots”, “all the time” or maybe even “every time I give one out”.

Let’s face it the business card just isn’t a sales tool anymore. People have too much information flying across their desks. They get lost. They get repurposed. They get damaged. They get thrown out. 

And yet, there is another way to use these inexpensive rectangles.

You see the real reason that people treat business cards so cavalierly is that they’ve forgotten the individual who gave them the card. Or they don’t believe they have a need for the person’s services. 

And that’s where a how to book comes in. 

All it takes is a line on the card “Call me to get my free book on …” One short line can turn this small piece of future landfill into a valuable direct action opt-in return card. And while a business card can’t do very much selling a how to book can be your best sales tool. 

Why is a how to book such a great sales tool? 

There are a lot of different reasons why a how to book can be such a great aid. I’m going to hit on just a few in this article. 

Probably, the most important is that if you write a how to book of your own, you will automatically gain credibility. You suddenly become an expert. After all, a real publisher has said your ideas have merit. You must know what you’re talking about! See, they agree! Copywriters call this social proof and it’s a key element in any sales letter. People like to know that they aren’t alone in their judgment. That’s why copywriters use testimonials in sales letters. And the opinion your potential customers form based on other people’s opinion is usually unchangeable.

The second is that if you write a how to book it will naturally express your opinions and attitudes. That gives your reader a chance to experience what it would be like to use your services. Are you easy to get along with? Are you funny? Are you relaxed? Are you formal? All these questions get answered by listening to your writing style. All these are answered if you write your own how to book. 

Which of course, leads directly to the third benefit to be gained if you write a how to book. If you design and write a how to book with the specific intention that it will be a business card, you can turn it into a super-sales letter. What are your strengths? What are your weaknesses? What do you want people to know about your skills? What do you want people to know before they deal with you? How can people get into an argument with you? All of these can be dealt with – either to promote or reduce the effect – in advance.Your how to book can be designed to be a super-resume but without all the crap that goes along with a typical resume. 

Of course, there is a downside if you write your own how to book. 

As your reputation as an expert grows people will think that you charge more than your competition. And a certain number will decide that they can’t afford you – before they talk to you. So you’re just going to have to raise your prices to what your customers think you’re worth. Don’t laugh, a major expert (a real one not a media guru) had to advertise that his prices were very affordable (and negotiable). Seems his clients were willing to pay more than he was charging and he hadn’t raised his rates quickly enough. Besides groups he liked helping thought they couldn’t afford him. All because he had become an acknowledged expert in his field!

To take a look at more articles like this one please visit http://www.learningcreators.com/blog/. To subscribe to his free course, "How To Write "How To" Books in 24 Hours or Less" visit his site at http://www.learningcreators.com