To some, saying something like, “To get more clients – STOP handing out business cards!” is controversial. Let’s be real. It’s something we’ve always done. It’s been around forever.
Well maybe that’s the problem!
There is nothing new and unique about handing someone your business card. NOTHING! Sure you can try and do crazy designs or list your information vertically instead of horizontally but does it really matter?
When you meet someone you only have a few minutes to really impress then and gain credibility. By the way, that’s why the elevator pitch was invented.
Do you really think handing someone your business card impresses them? Do you think it builds credibility? Do you think it makes them want to do business with you more then any other option they have?
When you do the same thing that every one else is doing its nearly impossible to stand out above the rest. You fall into the same dark hole as all the other people trying to sell your prospect something.
With that in mind, you MUST do something different. Something better. Something unique. Something worthwhile that your prospect will have no other choice but to remember you when you call them. Or better yet, have them call you.
So how do you do that? What’s something that will make you stand out, that’s unique, something that your prospect will never forget?
Hand them your printed book!
Imagine the scene, you’re at a networking event and you’re discussing “business” with various potential clients and then someone asks for your business card. Instead of handing them your business card, you reach into you briefcase and say, “I’ll do better than that. I’m going to give you my book, “Powerful Problem-Solution Title That Smacks Your Target Market Across the Face!”.
Then other prospects see that you’re handing out free books. Well of course they don’t want to be left out so they approach you and say, “What’s your book about? Can I have a copy?” All of a sudden there’s a buzz around you. People are thumbing threw your book, reading sections, talking about it with others.
This is SUPER POWERFUL stuff!!
How do I know this? Because this happens to me. In fact, it happens to everyone that I have worked with or have talked to that follows this same approach.
It can happen for you too!
Before you get overwhelmed with the idea of writing your own book there are a few things you need to understand.
First, you book does not have to be a book in the traditional sense. It can – and in my opinion should be – a short report that is laser focused on solving one problem by providing one solution.
For example, let’s say you specialize in generating leads through Pay-Per-Click advertising like AdWords or Facebook Ads. Then you could write a book based on Best Practices and the things they should know before getting involved with PPC.
Your book should provide tremendous value. But at the same time it should explain things at a higher level so that they will want YOU to do it for them.
Second, your book/report doesn’t have to be long. It can be 10-25 pages. And if you include screenshots, etc you can create it in an afternoon.
Third, do your best to create a book that is evergreen. Meaning that the content will stand the test of time. I realize this can be tough but if you can do it – all the better.
Granted I just gave an example of PPC advertising. And that is anything but evergreen. However, don’t let that stop you. By using on-demand printing like 48hrbooks.com you can simply stop printing a book or start printing a new book whenever needed.
Lastly, be sure to include your Call-to-Action in the back – and front – of your book.
Of course there are several other things we could cover but I hope you get the gist.
Here’s a super cool thing about this client getting method…
You can do it and test it very, very inexpensively! There really is no reason why you should not implement this in your own business.
I have written my own printed books and reports to help grown my business. And it works tremendously well. I encourage you to do the same. In fact, many of our customers have used our Consultant Credibility Packages as the foundational material for their own books.
Let me say one more thing about business cards. Given what I’ve said in this article does that mean I do not believe you should ever use business cards. Absolutely not! There are times when it makes practical sense to hand out your business card – when you’ve given out all your books!!!
If you would like me to help you or if you’d like me to explain something further or something I might have missed please let me know.
You can share your thoughts and comments below.
Terrific article, Drew. It seems obvious once you point it out that a book or report will help you stand out from the competition and make you look like the expert in your market. Interestingly, you link to your consultant credibility packages in your article, but they haven’t been available for a while. Are you planning on re-releasing them anytime soon? Thanks for sharing your thoughts with us…and Merry Christmas!
Thanks for the kind words. And YES! The consultant credibility packages will be released in January. We are giving everything an update and putting them on a new, powerful theme.
Thanks again and Happy Holidays!
Drew, thanks for the idea, most everyone can benefit from handing out self-authored books. I particularly appreciate the link, which is a publisher I did not know about.
As I try to work with overseas clients, I can’t follow your recommendation, but I am thinking of writing a tell-all about some unfortunate choices I made for girlfriends.
Thanks for sharing your thoughts. In my opinion, I can’t think of a scenario when you can use what I outlined. Regardless of local clients or ones abroad. One of the best ways to sell without selling is to build trust and credibility by providing valuable content. A great way to do that is with a report!
This looks a very powerful method which I will need to keep handing out business cards a little longer to achieve! As you say, you can use this in just about any situation. Thanks for the share.
What do you charge for this service? This makes soooo much sense.
Go here and schedule a call: https://credibilitybook.com/