If you have been following my teachings for any time, you already know that one of the main principles behind my philosophy is using a book as the cornerstone of your education-based marketing. Nothing builds trust with your prospects like having your book to offer to leads, prospects and referral partners. It will maximize the number of leads you receive and build price elasticity, meaning you can charge more.
The A.C.E. principle (Authorship Celebrity and Expert) allows your prospects to experience someone they can trust with their legal needs. Here’s how it works.
- First, you write your book. It doesn’t have to be War and Peace, in fact, we call it a “shook” or a short book.
It is a powerful tool to have created your own book that introduces you to your prospects and overcomes any objections in each chapter. Each chapter visits misconceptions and objections that many prospects incorrectly think about your practice area.
- The second step is to set up an interview with someone who can skillfully interview you and discuss the release of your new book as the author and attorney.
This person can be an announcer or someone with talent to appear confident and skilled in interviewing you as an expert. The interview should be professionally recorded so that the video AND audio may be used professionally.
3. Finally, this interview is broadcast over TV, radio or the internet.
This broadcast allows you to be seen as a celebrity. What’s more is this interview can be used over and over again, on TV and radio, on the internet via your YouTube channel or even on your website.
This process of using a book allows you as the author to be seen as a leading authority on the subject. You are positioned differently and therefore you are set apart from your competition. When you are seeking a quick way to have a unique competitive advantage, this is, by far, the quickest and simplest way to accomplish it.
Another benefit is this process affixes credibility to you, by someone else who is explaining how wonderful you are and that you released your latest book. Gaining credibility is something you cannot achieve all alone—it must be given to you by someone else.
Lastly, this process establishes you as a celebrity. Everyone views celebrities as most sought after individuals on the planet. In fact, there are celebrities today who aren’t even unusually talented, but because of their notoriety, they are followed, imitated and celebrated. What I’m suggesting is that we do the same for you.
If you are struggling getting this process underway for your firm, we can help! Contact us today to learn how YOU can get your book created and working for you in as little as three months. Contact Chris Winter at firstname.lastname@example.org to find out how.