Thursday’s author profit tip

It’s not enough for an author to write and publish a great book; authors must use their website to convert, or leverage, their book into a stream of meaningful back-end coaching and consulting profit opportunities.

One of the best examples of this Michael McLaughlin’s Mindshare Consulting website, where he effectively promotes his 2 books and markets his team’s services.

When visitors click the “Services” link in the upper navigation bar, the site immediately displays a listing of the various types of coaching and consulting services Michael and his team offer.

Concise, easy-to-read, & detailed information

Notice how the 6 titles are clearly- stated and benefit-oriented and sufficiently differentiated from each other. This makes it easy for visitors to select the right type of assistance.

When you arrive at the “detail” page, you are provided with enough details to:

• Confirm you are at the right page
• Learn about the service offered, its intended market, and its benefits
• Find out what’s involved in the process
• Decide if Mindhshare Consulting’s approach is right for you

Credible, benefit-oriented, empathy-driven copywriting

I am particularly impressed by the highly credible and jargon-free tone of site’s client-first orientation of the information on each page, such as:

We can help you organize your firm’s initiatives, offer guidance at crucial checkpoints, join the project team, or participate in ways that work for you. Whatever level of participation you choose, we’ll bring extensive experience and a fact-based approach to our work together.

The statement does more than communicate benefits: it projects a reassuring professional image that is both competent as well as well as communicates that the client is in charge. Note the many times the word “you” is mentioned in the paragraph.

I encourage you to explore the 6 Services options on Michael McLaughlin’s site, as well as the section devoted to marketing his speaking services. Analyzing the copy and design of Michael’s Mindshare Consulting site will provide you with plenty of good ideas to harvest and adapt to your own website.

Tomorrow, in Friday’s Upcoming Events for Authors post, I’ll explain how you can be present when I interview Michael next week. I’ll be asking him about his experiences planning, writing, promoting, and profiting from his 2 books on the next Guerrilla Marketing Association call. There will be an opportunity for you to ask questions at the end of the call.