There’s a saying of authority in the marketing world that goes like this: “Facts tell, stories sell.”
Facts inform the customer or client about the basic details of the product or service for sale. They appeal to the logical, left side of the brain, but humans don’t make a purchasing decision based on facts alone.
But all sides of the brain – left, right, front, back – need to be engaged for a sale to be given a final tick of approval and the exchange of money. Which is why stories sell, because customers buy relationships and emotional connections.
Basically, it works like this:
KNOW + LIKE + TRUST = CREDIBILITY
And credibility is where business is created.
But if people don’t know you, don’t like you, or don’t trust you, you will lack credibility in their eyes and business with them will be much harder.
As Zig Ziglar, motivational speaker, says,
“If people like you, they’ll listen to you. But if they trust you, they’ll do business with you.”
This is because humans are emotional beings, and trust is dictated more often by an emotional need than by a logical choice. Customers first need to feel connected before making a purchase decision.
Stories can therefore help in establishing this connection through the Know-Trust-Like credibility cycle. For instance,
- Let customers know more about you and your business through stories of the origin of your business, its people and its products.
- Enable customers to understand and like you and your business more through stories that showcase your brand values, mission statements and past achievements.
- Build trust through stories that highlight customer experience, such as testimonials, reviews and case studies.
Authority books fulfill all the requirements of Know-Like-Trust, which is why they’re also called ‘Credibility’ books. They can take your business to the next level and help it to stand out from your competitors.
Being an author significantly increases your position and credibility in the market place, and that means boosting your bottom line, such as:*
- Generate 95% more leads
- Enhance branding by 85%
- Increase fees in 53% of businesses
- Improve the quality of clients in 48% of business scenarios (*Rain Consulting Group, 2015)
Business owners, entrepreneurs, public speakers, business trainers, those who conduct workshops or run online courses, in fact anybody with a body of intellectual property and written content, can reap the benefits an authority book can bring to their business.
Planning, though, is essential to identify the vital elements that all great content is made:
- WHO your book is for (your ideal reader or Avatar)
- WHY you are creating the book (it’s purpose)
- HOW you are going to produce the book (print book, ebook, audiobook)
- WHEN you are going to publish the book (setting goals and deadlines)
- WHAT your book is about (its specifics)
Get these facets right and you’re well on your way to creating an authority book that will build your profile, enhance your expertise and boost your profits.
*This article first appeared on ContentPlexus.com and is re-published with permission.
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