Advisors are always looking for ways to attract prospects, build trust, and deepen relationships.
One of the best marketing tools to accomplish these goals is also one of the most overlooked:
A book.
Used correctly, a book isn’t just educational content. It becomes a lead magnet, credibility builder, and client conversion tool.
This January, Stonewood published its fourth and newest book, The Road Less Taxed. And since then, advisors have been flooding our inbox with strategies on using the book to build their list, nurture their prospects, and convert their clients.
So here are the top six ways growth-minded advisors are putting books to work in their marketing today:
1. Use a Book as Your Lead Magnet
Email funnels perform best when you offer something valuable.
A complimentary book is a powerful offer because it feels substantial. It signals expertise, creates reciprocity, and gives prospects a reason to engage with you.
What’s more, books create a natural follow-up conversation: Did you enjoy the book? Do you have questions about how these tax risks affect your retirement plan?
2. Reinforce Your Seminar Message
Seminars are one of the most popular ways to generate leads and appointments – but even at the best seminar, some attendees just aren’t ready for a meeting.
Giving attendees a book solves that problem.
The right book can build on the urgency of your seminar message and validate the importance of the topics you’ve discussed. Books also keep the conversation going after your prospect leaves the room. It’s the reason smart advisors put a book at each attendee’s seat.
3. Increase Webinar Conversion Rates
Webinars are powerful, but digital leads often struggle with follow-through – and can take a longer path to an appointment.
A book helps close that gap. Sharing an immediate, digital copy of a book can help boost conversion for two different audiences: webinar attendees who didn’t book an appointment and webinar registrants who didn’t show up for the webinar. In both cases, the book deepens their understanding of the topics you’ve discussed and shows the importance of meeting with a qualified professional (i.e., you).
4. Amplify Your Social Media Strategy
Books perform exceptionally well on social media because they provide value and a clear call-to-action.
If you’re looking to generate new leads on social media or engage your existing audience, offering a complimentary book on a popular topic (like Taxes in Retirement) gives your followers a compelling reason to click.
5. Create an Offer for TV, Radio, and Podcasts
Books are a great offering for your media shows, whether you’re hosting TV, radio or podcasts.
“Want to learn more about the topics we discussed on today’s show? I’d love to send you a complimentary copy of my favorite book. Just call…. “
Books are a simple offer that turns media exposure into leads.
6. Make the Book Your Own
Want to write a book but haven’t found the time? Maybe you’ve written a book, but it doesn’t cover all the topics clients want to learn.
Customizing pre-written books can be a powerful, quick-to-market way to establish authority and thought leadership in the industry.
Through Stonewood’s Book Customization Program, you can take any of our four popular retirement savings books and have the pre-written foreword attributed to you. This puts your name and bio on the book, along with your contact information.
In the crowded marketplace of advisor services, this is one of the fastest ways you can establish authority and thought leadership.
The Bottom Line
Advisors who grow the fastest aren’t always the ones with the biggest marketing budgets.
Often, they’re the ones who know how to use marketing tools most strategically.
The right book can become your secret weapon: a lead generator, seminar amplifier, follow-up engine, and client relationship builder all at once.
If you’d like to read The Road Less Taxed and see for yourself why it’s driving advisor success, we’re happy to send you a complimentary copy.
After all, great books do more than educate – they convert.
