Whether you are a multifamily investor, fix-and-flipper, real estate agent, or any type of real estate professional, publishing an ebook or hard copy book is a powerful way to grow your business.
The main reason why is because whenever you publish a book, you instantly increase your credibility and reputation in the eyes of customers (buyers, sellers, investors, etc.).
“Wow, they’ve written a 450-page book on how to complete questions to ask when buying an apartment syndication. They must be experts.”
By positioning yourself as an expert with your book, you build trust with your customer at an accelerated pace. And as Bob Burg says in The Go-Giver, “All things being equal people will do business with, and refer business to those people they know, like and trust.”
He is a real-world example of the power of writing a book: I recently interviewed Max Keller of “Deals Chasing You.” On the podcast. He wrote the book on senior housing. When he sends direct mailers to generate senior housing leads, he includes a note that if they call, he will send them a free copy of his book. As a result of this simply tweak to his marketing, he quadrupled his response rate.
Writing a book = increased credibility = increase trust = more business.
We have previously written about the logistics on writing a book, which you can read here.
The purpose of this blog is to outline the best ways to promote your new book before and after it is published to ensure a successful launch, getting the book in front of as many of the right people as possible in order to maximize its impact on your business.
When creating a marketing strategy for a new book, it is important to keep top of mind that there are three parties involved in the publication of a new book:
- The authors: you and any co-authors or ghost-writers
- The end customer: the people who will purchase and benefit from your book
- The contributors: anyone who contributed to the information in the book, including editors, formatters, the person who wrote the foreword, people who give testimonials, people who are features in the book, people who provided advice that was included in the book, etc.
Therefore, when you are thinking about strategies for promoting your book, how to tap into the self-interest of each party must be top of mind.
Each of the following strategies benefits either the end customer, the contributors or both. Obviously, the authors benefit regardless from the book sales.
We marketed our most recent publication, Best Ever Apartment Syndication Book, in 10 ways, which I will outline below. However, one strategy that we didn’t utilize for our syndication book but do plan on utilizing for the book we are currently working on (the working title is Best Ever Passive Investor Handbook) is giving the book away for free.
This is the strategy Max Keller implemented (discussed above). Giving a book away for free adheres to something we consistently talk about here – adding value for free.
When Max Keller receives inbound calls from prospective senior housing leads, he not only sends them his book for free but also directs them to the chapter or chapters that will address a specific problem or challenge they are facing. By going above and beyond for these callers before they’ve even expressed interest in selling allows him to receive exclusive deals with no other active buyers or competitors.
Max says his goal is to give away 1 million books!
This is even something that can help you generate book topics. Do you receive the same questions repeatedly from customers? Right a book on the subject. Whenever you receive an inquiry, rather than answering the question (or in addition to answering the question), offer to send them the book for free.
As I mentioned above, we plan on utilizing this strategy for the passive investing book we are working on. Passive investors ask similar questions when presented with opportunities or when initial inquiring. Therefore, we are writing the go-to book on passive investing and will send a copy to investors.
In addition to sending the book for free, here are 10 other ways to promote a new book:
1. Social Media
One of the first ways to start promoting a new book is on social media. In fact, you can start marketing your book on social media before you’ve written a single word.
Here are some examples of social media posts ideas pre-launch:
- Announce the topic of the new book you are writing
- Ask for feedback throughout the process, like titles, questions to address, cover designs, etc.
- Provide frequent updates on your progress (i.e., outline is done, first chapter is done, 50% done, etc.)
- Provide advice on writing a book that you have learned along the way.
As an example of this last point, we created a post where I posted a few lessons he learned on how to effectively overcome writer’s block.
The purpose of pre-launch promotion activities is to engage your audience and would-be purchasers in the process of writing the book. That way, they feel as if they have a stake in the book since they were involved in its creation process. Plus, they are aware of the book and what will be included far in advance, which increases the chances of them buying (and maybe even promoting the book themselves).
Once the book is published, you can create a post on social, announcing that the book is now available for purchase. On Facebook, you can create a paid advertisement for the book. A 30 to 60 second spoken video explaining what people will learn from the book is the most effective type of Facebook advertisement.
You can also use social media to share some of the other promotion strategies I will outline below.
2. Pre-Order Page
Another effective pre-launch promotion strategy is to allow buyers to pre-order your book.
How to tactically setup pre-orders will depend on how you publish your book. If you are working with a publisher, they will likely need to be the ones who setup the preorder process. If you are self-publishing on Amazon, click here for the process we used to set up preorders.
Once the preorder page is live on Amazon (or somewhere else, again, depending on the publisher), you promote the page on social media.
3. Book Page
Creating a book page on your website is another way to promote your book. The timing of the book page can coincide with the preorder page going live.
Here are examples of the book pages we created for our three books:
- Best Real Estate Investing Advice Ever Volume I
- Best Real Estate Investing Advice Ever Volume II
- Best Ever Apartment Syndication Book
Your book page needs to answer the question, “why should I buy this book?” Therefore, it should give would-be buyers an exclusive look, a sneak peek into the valuable information they obtain.
4. Free Giveaways
One of the benefits offered to those who pre-order the book, and something that should be presented front and center on your book page, is a free giveaway.
The free giveaway should be one or more resources above and beyond, yet related to, the book.
For example, those who pre-ordered our Best Ever Apartment Syndication Book received eight free documents. We asked people to email us their receipt of purchase and in return, we emailed them the documents.
I think this is the best strategy for promoting a new book. People are more incentivized to pre-order the book because of the fear of missing out (FOMO). Therefore, while writing your book, constantly think about excel calculators, PDF guides, eBooks, etc. you can create and give away.
So that people continue to purchase the book after it is published, you can still give away completely different documents or a portion of the ones given away to those who preordered.
Another twist on the free giveaways is to create a contest where people can win a free signed copy of your book. For example, when Theo and I used to do weekly Follow-Along Friday podcast, we did a Best Ever Trivia Question of the Week. The first people to email us (or comment on the YouTube video) the correct answer received a free, signed copy of our first book.
For the people who organically find your book (i.e., people who are not already in your audience) will make their purchase decision on the reviews – both the quality and quantity. Therefore, you want to obtain many quality reviews as fast as possible after launch. The most effective way to accomplish this is to get reviews before the book is published.
You don’t want fake or generic reviews. These turn off would-be buyers. Instead, to ensure that the reviews are genuine, send a PDF of the book to people before it is published and ask them. Tell them when the book will be published and ask them to leave a genuine review within a few days of launch. Then, once the book is launched, follow-up with that person to make sure they left the review.
They benefit because they get access to your book before it is public for free.
For the Best Ever Apartment Syndication Book, each person on our team was responsible for getting at least five reviews and then following up to make sure those reviews were posted.
Once the book is published, you can generate even more reviewed by leveraging another free giveaway. For the Best Ever Apartment Syndication Book, those who left a review and emailed us a screenshot received a free document.
We were able to generate over 300 reviews for the Best Ever Apartment Syndication Book using this strategy.
Obtaining and putting testimonials in your book and/or on your book page is a great way to get other people to promote your book. Therefore, for whatever you are writing about, get at least five people who have already benefited from the advice in the book to write a testimonial. Or, even better, get one person who is well known. For example, I was able to get a testimonial from Barbara Corcoran of Shark Tank on my first book and Brandon Turner on my second book, which was featured on the front cover of the book.
They benefit by having their name and business included in a best-selling book. You benefit because you can use the testimonials to promote the book.
You can include the testimonials on your book page too. Then, people who view the page will not only learn what they will learn by reading the book, but also how the advice has already helped someone else achieve success.
Additionally, the people who wrote the testimonials are more likely to share the book on their social media and other platforms, allowing you to tap into their audience.
You can use the foreword to promote your book in the same way as the testimonials. Except the person who wrote the foreword is even more likely to share the book with their audience. The foreword is usually multiple pages long compared to a one or two sentence testimonial, and their name is oftentimes included on the cover.
For example, Master Platinum Coach and former Tony Robbins’ Master Coach Trevor McGregor wrote the foreword to the Best Ever Apartment Syndication Book. As a result, we were able to get our book and name out in front of his high performing, large audience.
8. Other Contributors
In addition to the people who wrote the testimonials and foreword, anyone else who contributed to the book can be a promotion source.
This was how we were able to get exposure for our first two book – Best Real Estate Investing Advice Ever Volume I and II. For both books, each chapter was dedicated to a real estate professional I interviewed on my podcast. Once the book was published, nearly all of them shared it with their audience. And why wouldn’t they? The book was basically a biography of their investing careers and their Best Ever advice.
Other contributors that can promote your book, as I mentioned in the introduction, are:
- Editors: the proofreader and/or copy editor may share the book with their audience to promote their own editing services
- Designers: the people who designed the cover and/or any interior designs may also share your book to promote their own design services
- Acknowledgements: anyone who helped in any other way with the book are usually included in the acknowledgments section. Since their name is included in the book and they benefited the creation of the book, they may share it with their audience
Overall, the more you can include other people in the book, the more potential promoters you have once the book has been launched.
9. Your Thought Leadership Platforms
Using a similar approach to promoting your book on social media, you can promote your book on all your thought leadership platforms, like your newsletter, podcast, blog, or YouTube channel.
Once the book is published, you can do a mini-series about the book. For example, Theo and I did a 10-part podcast series summarizing the Best Ever Apartment Syndication Book.
10. Other People’s Thought Leadership Platforms
Another way to tap into other people’s audiences is to promote your book on their platforms. The simplest approach is to be interviewed on someone else’s podcast. You would want to make sure you request that the episode air the week of the book launch.
In addition to providing a sneak peek into the content of the book, offer to giveaway a free document to anyone who buys the book or provide an exclusive discount code.
Once the interviews are live, share them on your social medial and other thought leadership platforms.
In Conclusion – Be Creative
My last piece of advice for promoting your book is to be creative.
The examples above are the things we did to market our three books. But there are countless more ways to increase the exposure of your book. So, for each of the 10 categories, brainstorm other ways you can leverage them to promote your book.
Disclaimer: The views and opinions expressed in this blog post are provided for informational purposes only, and should not be construed as an offer to buy or sell any securities or to make or consider any investment or course of action.