For non-fiction authors
You wrote the book. Why isn't it sending you clients?
Turn Your Book Into Clients is a fortnightly letter for consultants, coaches and advisors who have written a business book and want it to do the selling. I have written one too, and the material for your paid offer, webinar and five-day challenge is already sitting in your chapters.
Written by a chartered accountant who holds a computer science degree and has published a business book of her own.
On its way
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A reader who finishes your book has already told you three things.
What problem they have, that they trust your way of solving it and that they will put time into it. Most authors then leave that reader with nothing to buy. The letter fixes that one step at a time, using only what is already in your chapters.
Find the method
One chapter gets quoted back to you more than the others. That chapter holds the method behind your paid offer.
Build the ladder
A free step, a low-priced step and a paid programme, each lifted from chapters you have already written.
Write the ask
The invitation on the last page of the book, the first email after it and the price you say out loud.
Inside the worksheet
Seven steps, in the order a reader becomes a client.
Each step fills a box with real sentences, not notes to yourself. Each one feeds the next.
- 1 · From reader to client. Describe the person who bought the book at the moment they would pay for help.
- 2 · The chapter audit. For every chapter, the problem it solves, the result it promises and what a reader would pay to have it done for them.
- 3 · The core method. The chapter readers thank you for, written as three to five numbered steps.
- 4 · The offer ladder. Four rungs, from a free worksheet to a done-with-you programme, with a price on each.
- 5 · The webinar, from three chapters. Forty-five minutes: one chapter to name the problem, one to teach the method, one to prove it works.
- 6 · The five-day challenge. One small action a day, each from a different chapter, each producing something the participant can see.
- 7 · The ask. The words on the last page of the book, the first email afterwards and the sentence that follows your price.
The last page is a 30-day plan: four things, in order, with a date beside each one.
This letter is for you if
You have published a non-fiction business book, you sell advice, consulting or coaching and the book brings you compliments rather than clients.
It is not for you if
You want to sell more copies of the book. This letter is about the clients behind the readers, not the royalties. If you are still writing, finish the book first. The worksheet needs real chapters.
Why read it from me
I have written a business book of my own and spent more than 25 years as a chartered accountant advising the owners who read books like yours. I know what they are prepared to pay for after the last chapter. It is rarely what the author expects. Read my story.
Ninety minutes with your book open.
At the end you have an ideal client in one sentence, an offer ladder with prices and the words for the last page of the book.