Brent Tilson Sees an 8-Time ROI on Book and Doubles Close Ratio
“What a great journey it’s been since I published my book in 2018! In 2004, I sat down at my desk and I wrote out an outline for a business book that I wanted to write, but like many aspiring authors, I didn’t know where to begin so into a folder in my desk it went, where it stayed for ten years. Then, in 2014, I was at a conference and my business coach challenged me. He said, ‘Brent, you need to own your ink. You have to write your book.You owe it to yourself and others to share your methodologies to help people grow their businesses.’ I took his challenge and I walked to the back of the room, walked up to Adam Witty, shook his hand and the journey began between myself and the Advantage|ForbesBooks publishing team. It was a great journey.
It took a few years to get it done. I was leading a very fast growing company at the time, and it was very hard for me to try and balance between growing the business and writing the book. Well, a shout out to the team because they stayed with me the whole way. They helped me through the highs, lows and challenges of writing a book. Then it published in 2018 and it’s had a lot of success.
What’s the difference between 2004 and 2018 and today? The difference is in 2004, writing the book was ego. It was all about me. I was doing it for myself. Fast forward to 2018 into today, buying habits have changed. People buy differently. In 2004, there were 2700 Google Searches per second. Today in 2020, there are 75,000 Google searches per second. In fact over 50% of people who purchase, research first before they buy. Of those 50%, 90% want content from thought leaders, from experts. How do you become an expert? You write a book. You own your ink. You become a leader in your field. Since 2018, here are some things that have happened for me. I’ve been on over 15 radio shows across the country. I’ve been on multiple podcasts. I’m now doing keynote speaking engagements in front of thousands of people across the country. On a business level, I had an 8-time return on my investment in my very first year. I doubled our close ratio and we had a 50% increase in our pipeline. That’s results! In addition, my book is my business card. I take it with me when I sit down with a prospective company that we are working with. I inscribe a note to them, I personalize it and ask them to read it and get back to me. When we get back together, we are able to have a conversation. We have a level of understanding on the way we approach things and how we can help them. It’s become a real tool for me and my team as they hand the books out to others. It becomes our calling card.
For all of you who have thought, ‘How do I become an expert in my field? How do I get even more relevant in growing my business?’ Go write a book. Become an expert. Own your ink. Now I challenge you today to go up to the Advantage|ForbesBooks team, shake their hands, and begin the journey to go slow to grow fast. I wish you the best of luck.”