By now, If you’ve been listening to More Cheese Less Whiskers podcast for long enough… You know very well that a book is the highest converting tool to get people to raise their hand.

And there are two reasons for that…

The first and most obvious is that a book is an instant gratification tool. For people who want the information in your book, just the act of getting it makes them feel they’re closer to their goal. Because now that they have it, they can consume it whenever they want.

We’re all very busy. And any kind of lead generation tool that makes people respond, “ I don’t have time for that, ” is a filter that drives people away.

That’s why lead magnets in the form of workshops, webinars or video series don’t work well. If the requirement is that anyone who wants the information must be available on Tuesday night… or that they have to sit through the 5 videos in your intro series… then, I hate to tell you, but you’re losing a major portion of those leads.

The simple truth is…

Most people don’t have time, even if they do want the information.

On the other hand, when you offer a book, people can respond without any commitment. They don’t have to read it right away. They can just grab it now and have it as a resource in the future… This brings me to the real reason why a book is such a high-converting tool.

The reality is, we’re all conditioned that books are valuable, that books are for research. Think about it, whenever you set out to gather information about something, what’s the first thing you do? That’s right, you go search for books available on that topic. We all do it.

And that’s the whole point of having a book as your lead magnet. Because what you’re secretly doing is…You’re triggering the ‘book is valuable’ response mechanism in people’s minds. And whoever is looking for that kind of information, all the people in the ‘research mode’ are your target market.

They’ll recognize it as something of value and will joyfully raise their hand.

Geoff Edie and I talk more about this in the podcast.