Today on the Book More Show, Betsey joins me to talk about seasonal books.
This is a great topic, because it has two big opportunities for you 1) the seasonality is a reason to get in front of potential customers, 2) it's a way of subtly conveying a sense of immediacy.
If you own a heating company, writing the a guide to Getting Your Home Ready for Winter is a great reason to share information in the fall. If you're a Financial Planner, a 2019 Tax Preparation Guide is a great reason to connect in the spring. The information is valid all year, but the seasonal spike in interest gives you a chance to have those potential clients raise their hand.
Alternatively, a florist creating the 2019 Outdoor Wedding Venue Guide is a great way to reach people planning to get married sometime over the coming years. lt may have very similar information to the 2018 guide, but it's just as valuable, and the date gives it a sense of immediacy. Similarly the 2019 Florida Medicare Guide may have some updated information from the previous year, but that title is more compelling and relevant than simply the Florida Medical Guide which is kept up to date.
There are many examples like this, where thinking about what is urgent in the minds of potential customers, even though you know the information is 'evergreen', is another amplification point to make those invisible leads, visible.Read More