Sales coach and author, Jeffrey Gitomer, famously said, "Customer satisfaction is worthless... do you want your wife to be satisfied or loyal?"
It's a little crude, but the point is well taken. As a creative entrepreneur, having a loyal following means you've got Raving Fans who love your work, support you financially, and you can make great money doing what you love. If they're not loyal, they'll drop you like a hot rock as soon as someone new hits the scene.
So how do you build customer loyalty?
L.O.V.E.
It's an acronym for the 4 actions that draw your audience closer and help you build meaningful, loyal relationships with them.
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Music: “Welcome to the Show” by Kevin MacLeod, incompetech.com. Music licensed under creativecommons.org/licenses/by/3.0/
[ALBUM UPDATE: We've got about half the album recorded and I've approached a couple of engineers about mixing and mastering the project - one of whom has worked with artists like Clapton, BB King, and Rod Stewart. This is getting REAL, yo! If you haven't had a chance to pre-order your copy, there are only a few days left to do it before the first song goes out to sponsors!]
I've noticed a disturbing trend in business books recently: more and more crap books that are nothing more than thinly veiled sales pitches for the author's big-ticket program or service.
Now, I'm all for marketing inside your book. I think a strong call to action is important to get readers to join your list, become aware of the work you do, and eventually work more deeply with you.
But I don't want your ads "sprinkled" throughout the book. A book is not a live webinar. I can READ, for pity's sake, and I can go to the "references" section in the back of the book and find all the offers you have mentioned - if you've written your book properly in the first place.
And that's the problem. So many of these authors (and sadly, a LOT of them are internet/info marketers) capitalize on the size of their audience and their ability to sell a product to push out a book that isn't really all that good - leaving a lot of readers put out by how much advertising there is compared to the content. You can read hundreds of Amazon reviews about books that seem to be nothing more than a bad advertisement for their schlock, that is why the photography used for content and the reviews are so important.
Somebody started telling business people that a book is a great business card. They're WRONG.
A business card is designed to give you some information about a person: their profession, some contact information, and some of the more sophisticated marketers of the world even manage to slip an offer in there to get you to take action.
Here's the thing: I don't pay for your business card. I pay for information. Knowledge. I pay for your to give me the answer to my problem. And the answer isn't to pay you even MORE money to get the full answer. Sorry. That's crap.
If that's all your book does. STOP IT! Your book is NOT a business card!
A book is meant to disseminate information - helpful, useful information. Can you imagine getting a teacher's edition of a math book and having to opt-in or pay extra to get the answer keys? That's essentially what's happening here. They give you the problem, and a taste of the solution, but then hook you into coming back to them to get the real answer you were looking for in the first place.
This isn't an indictment of internet/infomarketers. There are some great books in the world. But a whole industry has risen up around creating your non-fiction book in 30 days and gaming the system so that you, too, can claim to be a best-selling author.
Which only waters down the effort and value of bona fide authors that put in the hours to craft a meaningful, useful book that actually serves the audience that buys it.
So after I found myself paying for and reading through another painful example of a best-selling author who didn't deserve the title, I couldn't help myself.
I got a little snarky. And I don't apologize one bit. I hope SOMEONE will prove me wrong, because what I'm seeing is a sad ripoff of people who genuinely want help - who actually pay money to get it - and are then sold a bill of goods.
I even called on TLC (the musical group) to make this point abundantly clear.
Let me hear from you. Have you paid for rotten books lately? What are some of the best business books you've ever read? Let's build a super-helpful reading list of must-read books and be a Rising Tide for everyone!
PLEASE SHARE THIS POST! If you know someone about to publish a book - or someone about to buy a book, do them a solid and share this video with them so we can curb the "crap book" population. 🙂