My friend and client David Rosell knows better than most how to attract clients with a book. His first book, Failure Is Not an Option, brought in so many new clients that now he just promotes the book instead of his financial planning business. Earlier this year, he published a third book, In the Know. Co-written with his business partner Rodney Cook, this book highlights one of the services they offer rather than the business as a whole. The subtitle says it all: Turning Your Unneeded Life Insurance Policy Into Serious Cash.
The book’s goal is to help life insurance policyholders benefit financially from expensive policies that no longer serve them. It’s information that people clearly need since according to Valmark Securities’ “Creating Value out of an Existing Life Insurance Policy” brochure, more than $112 billion in life insurance (face value) is allowed to lapse or is surrendered by individuals over age 65 every year. Even more surprising, up to 90 percent of life insurance policies never pay a death benefit.
David and Rodney hope to change that for a couple of reasons. First, they’re just the kind of guys who want to help people. And reaping a financial windfall during one’s retirement is pretty darn helpful. Two, this part of their business isn’t super well known because people have no idea that they can actually profit from pricey life insurance policies they no longer need rather than just ditching them.
“It’s amazing how many people are unaware of something that can be such a huge windfall towards their retirement income,” says David. “I feel a huge sense of urgency and responsibility about getting the message out to those who are at or near retirement.”
What better way to do that than with a book? Especially one that not only provides vital information and stories of people the reader can relate to but also imparts a sense of who the authors are both as people and professionals.
This formula works. As opposed to a hard advertising sell, a book can provide readers with valuable information that helps alleviate a pain point while establishing the author as an expert. Just as importantly, when written the right way, the reader will come away with the sense that they now know, trust, like, and can relate to the author. That’s a winning combination.
That’s why I developed my new Boost Your Business with a Book e-course. Is this your time to attract new clients with a book? If you’ve ever thought about writing a book related to your business, I urge you to check out my self-paced, interactive e-course. Then, if you’re interested, let’s talk.
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