Posts Tagged ‘Tax Payers’

Why is a Book the BEST Calling Card?

Tuesday, September 1st, 2009

Many years ago, in the distant past, even before Willie Nelson had a pony tail, I was working for an advertising agency and had a client who wanted to publish a book. His book was called It’s Your Money, Earn or Burn. Actually, I wrote the title, but that is beside the point. The information in the book is way out of date now, but at the time was cutting edge.

He, my client, and a partner had a business finding and promoting tax sheltered investments. Since then congress has closed most shelters and left many tax payers high and dry. The rules surrounding  acceptable tax shelters from those disallowed were somewhat discombobulated and difficult to decipher. Imagine that–tax regulations being difficult to understand–who wodda thought?

Willie Nelson

Willie Nelson

For example there was the famous case of country singer Willie Nelson who followed the advice of Price Waterhouse, one of the top 10 accounting firms in the country. The government disallowed his sheltered investments and the unpaid taxes and fines forced Willie Nelson into bankruptcy.

Get this, the government wouldn’t tell you in advance if a shelter would be allowed or not. You had to assume it would be, then wait for their audit, which could take years. If you guessed wrong–WHAM you paid dearly.

My client’s idea was to write a book simplifying tax shelters for people and leading them away from uncertain ones into those proven. It was an excellent idea, but marketing and distribution became a problem. The Internet didn’t exist in those days so it was difficult to connect with the very small percentage of Americans who were potential targets for his message, but that didn’t really matter.

Why, you might ask.

The very day books were delivered; he extracted a copy, proudly marched down the hall to the offices of another firm, and gave the book to the owner. The owner looked at the cover, turned it over and saw my client’s photo and bio on the back. Volia, instant credibility.

As a direct result of using his book as a calling card, my client secured a contract that paid him more than all of the costs of producing the book. All actual book sales were gravy.

Ask yourself if instant credibility would benefit you. Are there doors currently closed that might open if you used a book to jimmy the lock (metaphorically speaking, that is)? How do you crash through the glass ceiling? Try throwing your book at it. A book can give you more status than any other factor. These people would definitely improve their chances for advancement, better name recognition, and higher earnings if they had a book:

  • Public Speakers
  • Corporate Trainers
  • Presenters
  • Sales Representatives
  • Teachers
  • Executives

Note: Remember that writing a book is only the first step. At that point you aren’t even half-way done. To decide how you will market your book check into The Author Platform. It’s a comprehensive program to teach you how to use the Internet effectively.

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