25 Ways To Leverage A Book


I had just written my first hard copy book ‘Shift Your But' when a professional speaking colleague of mine asked how much I was selling the book for. When I told him proudly $30, his reaction was, ‘Do you realize that every time you sell a book you leave anything from $300 to $3000 or more lying on the table?'

At the time I didn't even remotely understand what he was meaning. Now, some 15 years later I do.

So here are my thoughts on 25 ways to leverage YOUR book - let me qualify the word leverage - to me leverage can mean financial or it can mean ways to generate leads; reach a wider audience; save you time and money in marketing because others will market for you. Leverage to me means ‘growing, stretching, broadening, widening - anything that will get my name and my products/services out to a bigger audience:

  1. Speaking engagements - the obvious one. Back of room sales can easily double your speaking fee.
  2. Interviews (radio/TV/skype) - Offer one or two books as give-away prizes to listeners - needless to say the back page of your book will list other books you have written or video/audio products you have created along with an order form!
  3. Tweet: a tip a day from your book to grow your followers; your database and your reputation as an ‘expert' in what you do. 
  4. Offer excerpts in your regular newsletter - along with a discount for purchasing the book or reviewing the book or even sending you testimonials.
  5. Offer your book in a downloadable serialised form - a chapter a week for however many weeks you have chapters. Once again you are building a following and a reputation. Offer discounts on the chapters if people bring in another customer or;
  6. Serialise - offer the 1st chapter free on your website or through your newsletter - it is a cheap way of advertising. 
  7. Chat about your book on social networking sites (LinkedIn, Facebook etc) - always using the title which is hyperlinked back to your website and shopping cart (you are not allowed to sell on these sites).
  8. Create questionnaires around the topics in your book - people love questionnaires and of course if they realize that they are not skilled in your topic, they will hopefully want to buy the book.
  9. Conduct regular surveys on your topic - even offering the book for free in order to get people to answer your questions. 
  10. 1 Book should equate to around 100 articles - which you can post on article sites not forgetting that the body of the articles will have your keywords (for search engine optimization) and a hyperlink back to your sales page.
  11. Offer your articles to magazines - magazines are always looking for new material and love it if authors are proactive and send them regular articles.
  12. When contacting magazines always send them a list of your articles - you will find they often ask for numerous articles rather than just the one.
  13. Chunk your book down into 5 or so e-books - An e-book should be no more than 30-50 pages, so if your book is 250 pages you have 5 or 6 e-books. You can charge almost as much for each e-book as you can for your entire hard copy book. 
  14. Conduct FREE webinars around your topic - and offer the book free to first 5 registrants
  15. Conduct Regular Podcasts (1 slide + 10 minute talk) - package and sell on your site or offer to audiences as a free incentive to go to your site and sign up for something.
  16. Conduct regular Teleseminars - sell a pack of 6 weekly teleseminars part of which requires your audience to buy your book.
  17. Create 2 minute Video clips - upload onto your website and Youtube - with you holding your book and telling people how they can purchase it or win it. 
  18. Offer 1:1 Skype Coaching. 
  19. Offer Skype coaching to small groups.
  20. Bundle products - 1 book plus a workbook one audio/webinar plus 5 articles plus a podcast.
  21. One free skype coaching session with your book/video/CD.
  22. Swap product with other authors - I regularly swap 6 books for 6 books - it means I can offer a greater variety of books at the back of the room and it means my books are reaching audiences I may not otherwise reach.
  23. Fall in love with Joint Ventures - write a chapter yourself and invite others to contribute a chapter - everyone shares the costs - everyone distributes.
  24. Offer resale rights to others (see ‘final 2 tips' below)
  25. Create a membership area on your website - for a monthly fee, people can get all your products for a discounted rate.

Feel free to add any others you can think of - send them to me ([email protected]) and I will add them to this list along with YOUR name and YOUR website details so every time the article is downloaded your name will be seen by a wider audience?

Lets each help the other to find more and more ways of leveraging our hard work!

2 Final Tips:

  1. I discovered this phrase in an e-book recently - and I urge you - if you create e-books to get your head around this concept. At first my reaction was ‘but they will make money out of my work and I get nothing'. We need to get over this - yes others will make money and you won't but they are working on your behalf if you think about it - sending your book out to audiences you would never reach. And because everything in the book should lead back to your website, they are growing your database for you. How good is that?

    ‘This document can be freely redistributed, resold or included as a bonus gift - provided it is not edited in any form and that all hyperlinks to XXXXXXXX remain intact.

    We have set the retail price for this e-book at US$19.95.

    To earn even more generous commissions on our other products type this link into your browser XXXXXXXXX and become one of our affiliates.'
  2. This tip came from a great friend and colleague Robyn Henderson CSP, who said that when we have written anything, be it an article, a quiz, a questionnaire, an e-book or a book we should ask these two questions:

    * Who else could be interested in this material?
    *  How else can I package it or bundle it to make greatest leverage?

Happy writing.

Ann Andrews CSP
MD The Corporate Toolbox


Ann Andrews CSP specialises in working with high performing teams and showing managers how to deal with poor performance.

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