“Brands need to take the phrase ‘acting like a publisher’ literally.” – Dietrich Mateschitz
A book is ideal for current business owners who want to increase sales. It not only positions you as an authority, but elevates your business as well. Not only does a book increase conversions because people trust you more, it also acts as a lead generator.
In a survey of 200 business book authors, Mike Schultz of the Wellesley Hills Group found that ‘The vast majority of the authors we surveyed — 96% — said they realized a significant positive impact on their businesses from writing a book and would recommend the practice.’ and also ‘The benefits they cited were things like “generating more leads, closing more deals, charging higher fees, and getting better speaking engagements.'”
As I’ve said previously, as a Mortgage Broker you are selling yourself, and your ultimate personal sales tool is your own book, or a book customised to you, targeted with a message to your market that you know how to solve their problems.
We live in an age of diminishing trust. People are sceptical and cautious about the claims businesses make about themselves. Establishing credibility and authority are increasingly becoming key factors to have any chance of winning clients. And there is no doubt that a published author is considered a trusted authority.
“Every entrepreneur should self-publish a book, because self-publishing is the new business card. If you want to stand out in a world of content, you need to underline your expertise. Publishing a book is not just putting your thoughts on a blog post. It‘s an event. It shows your best curated thoughts and it shows customers, clients, investors, friends and lovers what the most important things on your mind are right now.” – James Altucher
When I first wrote my book, I put it out on Facebook to show my friends. I immediately got two loans from that, even though my friends all know I’ve been a Broker for many years. The only thing that had changed was that now I had a book. One of those people, a friend from high school, sent me this message “just more comfortable now as I always thought Brokers were a bit dodgy and picked loans that benefited them, yes a little ignorant.”
So someone I had known for over 20 years thought Brokers were dodgy and had never contacted me for a home loan, but after just seeing a picture of my book, messaged me and we refinanced her loans.
A similar story is about when I recently moved to a new suburb. I met my new neighbours and they asked me what I did for a living, and I told them I was a Mortgage Broker. That was about the extent of the conversation in terms of my work. A few months later we had a New Year’s Eve street party and I gave a copy of my book to both of my immediate neighbours. Not for any particular sales purpose, just as we were all getting to know each other better.
A week later the neighbour on one side of me popped his head over the fence and said ‘I really liked your book. I’m retired now and don’t have a mortgage anymore, but I’m giving it to my son to read and I’ll get him to call you.’ Later his son did call me and we organised his next loan. So we went from my saying ‘I’m a Broker’ with no beneficial response, to ‘here’s a copy of my book’, which led to me doing a loan. There was no need for an awkward sales conversation or persuasion that they should get their next loan with me. They were just glad they had a genuine home loan expert living right next door.
Since then my neighbour on the other side of my house, who trains Air Force pilots, is being relocated to another state. He made a point of coming over to speak with me to get my advice on how he should proceed in terms of selling his house and buying another. Again, there was never any sales pull from me, but his view of me, from my book, is that I am an expert and they can benefit from that.