This is one of those things most authors don’t talk about and most owners of any type of business really. They’d rather just take your money and run…
There’s a big difference between paying for a book and buying a book.
If you pay for a book, you’re a fool.
If you buy a book, you’re smart.
Let me explain…
The book in my personal library I value most is Dan Kennedy’s Magnetic Marketing.
I bought it in 2008 and reread it every year.
Every time I re-read it I get a new idea I can execute.
It’s literally accounted for thousands upon thousands of dollars in revenue for Your’s Bruly and even more for many of my clients.
It doesn’t even sit on my book shelf, it resides on my desk top that’s how often I turn to it as a resource. In my humble but highly accurate opinion THAT is the litmus test of a book’s value.
Therefore, I bought that book. I didn’t pay for it.
On the flipside, I see people pay for books all the time.
What I mean by that is 85% of people who pay for a book, never open it. And worse yet, of the 15% who do, 75% of them only read the first chapter. Then it sits on a shelf and they proceed to chase the next bright shiny object looking for a magic bullet to solve their problems.
Zero ROI on that. May as well just use that book as a paper weight, coaster or door stop.
Fools pay for books.
Smart people buy books.
This phenomenon isn’t just limited to books. It relates to any product or service you sell. You want buyers not payers. Buyers are consumers, meaning they actually CONSUME that which they buy. Buyers have “buy in” and put to use that which they buy in order to actually achieve a return on their investment.
A lot of people have “bought” my book Stadium Status.
How do I know this? Because there isn’t a month or even week that goes by where I don’t hear from a buyer sharing their story of how the strategies in that book have MADE them money. Revenue exponentially greater than their investment.
On the flipside, there are those who simply paid for the book.
You don’t merely want people paying for what your business produces. You want CONSUMERS.
Why? Well, I’m glad you asked…
Because if they don’t consume whatever it is you sell, then they don’t actualize a return on their investment and the likelihood of them becoming a CUSTOMER decreases dramatically.
Remember, the definition of a CUSTOMer is someone who makes a CUSTOM of buying your products or services.
If you want to join a horde of really smart leaders who have profited immensely from this book, do what they’ve done and don’t pay me for it, BUY it: https://coachbru.com/product/stadium-status-taking-business-big-time/
- A special tip of the hat to one of my mentors, Ben Settle, for the inspiration behind this post.