Picture this: We are in the boardroom and having a marketing meeting on how to target new high-net-worth (HNW) clients. We had an idea to send a box with a gift in it to HNW prospects. In it I wrote that I had written a series of books during lockdown called “All You Need to Know About,” so we started to develop the idea, with two of the books being on estate and retirement planning.

I had another book, but it was much harder to market and target. The book is on pension, divorce and financial settlements. I asked, “How could I target that?” as I did not know.

But the guy I was speaking with said, “My friend is getting divorced and is a very well-known politician.” He went on to say, “You may not know, but his mother is my business partner. I could take the book to give to his mother.” I said, “Of course, be my guest.”

The next morning I got a call from the mother thanking me for the book. I said, “I hope it helps.” She said, “I see you have written books on investment and retirement planning; our family needs some help.”

“Sure,” I said. “Would you like a meeting? We specialize in looking after families just like yours.”

So a meeting was set up, and one hour into the meeting, they agreed to appoint our family business to look after their family money. The immediate work added 6 million pounds, and over the next few months a future 2 million pounds was added. They then referred me to another business contact.

I sent the new contact the retirement book, and he became a client who then referred me to his business partner, and a further 4 million pounds was added within a couple of months.

Why do I share this story? Well, the power of a book brings credibility. To be a published author in your field provides status against any competition. You become the expert in your company, town, city or country. It gives the client confidence.

We created the “All You Need to Know About” series, along with three other books. We use them as a marketing tool.

We send the book “Securing Your Family’s Financial Future: 60 Top Tips” to our Top 100 clients one month before Christmas, asking if they would like any copies to give as presents to family and friends. We had about 20 requests for books, which were sent out over the next six months. Those books provided 10 extra clients.

See, it’s not difficult. You must plan, then execute the plan and expose yourself to the risk of doing business.

It does not just need to be a book. We give away teddy bears to all the newborns, grandchildren, nieces and nephews of our clients. They are not any old bears; they are personalized, not with our logo, but with the name and fingerprints of the child.

Find a subject, research, plan and execute. It’s not hard. Then publish via Amazon, and you are on your way to providing value, which will give you referrals.

One last thought: If you give a business card, it will be thrown away, but if you give a book or a teddy bear, it will not be thrown away.