Writing lead-generating content like a book, newsletter, or PDF can be a game changer for your business. But there’s more to reeling in interest than just having something to offer. Whatever you deliver has to provide enough value to capture your audience’s attention, not to mention it needs to be engaging and consistent the whole way through.

And that’s just the tip of the iceberg, so let’s dive in.

Set Goals Before You Start

It may seem simple, but knowing what you’re getting into before you start writing makes the whole process easier.

Take time to consider your goals with the book or lead-generating handout you’re developing. 

Are you trying to direct people to your sales funnel or collect emails for a mailing list? Are you hoping to position yourself as an industry standout or thought leader? Knowing what you want your product to do for you is an important step to refining your journey. 

For example, if you’re looking to be an industry standout or thought leader, an ebook or physical book will do more than a PDF handout on your website. But if you’re looking to generate a relationship with your reader, a recurring newsletter may be your best option.

Know Your Budget

Regardless of whether you land on a book or a shorter lead-generating resource, you should know up front how much you’re willing to invest in it. This includes not just the time you’re willing to put in, but how much money you’re willing to put into the editing and publishing process. For some businesses and individuals, going totally DIY is an option, but that kind of skillset is rare. Unless you’re a formatter, fact checker, editor, and publisher, you’re going to want to bring in outside help―especially in the editing process.

Remember, your book or handout is an investment in your business, so if your goal is to increase your sales or visibility, it’s worth doing it well. And that usually means spending a bit of money.

However, it’s equally important to consider the up-front cost versus the long-term payoff to decide what’s right for you. If you’re just starting out, have limited experience in your industry, or have a meager client list, opting for a more DIY, cheaper process may be your best option. 

Choose Your Medium

A physical copy of a book has a certain je ne sais quoi when you hold it in your hand, and physical media has its time and place in lead generation. If you’re booking speaking engagements, having some hard copies of your work to hand out can be a nice relationship driver.

But if you’re casting a wider net, something like an ebook or a simple PDF is not only easier to pull together but cheaper to hand out in the long run.

If you’re unsure which way to go, you can always start digitally and work your way to physical copies.

Content and Value Are King

There’s no two ways about it: If you’re trying to gain positive attention, you have to show positive value. Whatever you choose to create must pique potential readers’ interest and satisfy them enough to trust your expertise.

You don’t have to give away all your secrets in one go, but your content should give your reader enough insight or assistance to make it worth their time to read.

Failing to deliver valuable content doesn’t just impact your ROI―it can impact your reputation beyond your mailing lists.

Bring in Helping Hands

Going it alone may sound like the cheapest and fastest option, but bringing in expert help can make a critical difference. When working solo, it’s easier to overlook missing information, have incomplete strategies, and not see where your audience may have knowledge gaps. 

Bringing in a professional editor, formatter, and other publishing professionals is the best way to know you’re putting your best foot forward―not just for you, but for your business as a whole.

Looking for More?

Brush up on your self-promotion skills and get your book seen by an even wider audience by checking out our promo guide for self-published authors.

Whether you’re trying to find the perfect narrative POV for your book or trying to build your best main character, we’ve got you covered.

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