"Lead Gen" versus Thought Leadership Books: What's the Difference?

I get asked a lot why we don't do "lead generation" books at WorldChangers Media. And, after a recent conversation with our client and my dear friend Alok Appadurai, I realized that my definition of "lead gen" books might be different from what most people imagine.

First of all, a top-quality thought leadership book is potentially the BEST lead generation tool in your arsenal because it puts your message at people's fingertips. A well-constructed book can convey authority like nothing else.

More, great thought leadership books follow the adage of "show, don't tell." Through compelling stories and actionable information, they SHOW readers that you are the perfect person to help them solve their problems or create their big dreams.

However, when people ask me about "lead gen" books, they're not generally talking about great books that magnetize readers toward your business. Instead, they're referencing formulaic 140-page sales letters. These types of products have their place in a sales ecosystem, but honestly, I'm not even sure we should call them "books," because they lack most, if not all, of the qualities that great books possess. (If you've ever read one, you'll know what I mean!)

In order for a book to truly change a life, multiple components need to be present. These can be distilled down to four key elements: The Who, the What, the Why, and the How.

Consider the books that have truly changed your life. You discovered the Who (the author), the What (the subject matter), the Why (why you should care about the subject matter, and why it directly impacts your life), and the How (the new thoughts, feelings, and actions that will solve the problem you picked up the book to address). This can be accomplished through story, discussion, and/or instruction -- but once you're done reading, you will know exactly how to put the information to use in your life.

The goal of a world-changing book is to enroll people into your thought leadership using the WHO, WHAT, WHY, and HOW. These components, when properly executed, will establish you as THE expert on your topic, and change lives for the better. And sales will inevitably result.

On the other hand ...

"Lead gen" books, because their primary purpose is to enroll readers in programs, courses, or memberships, tend to leave out all of the How and even some of the What. Their purpose is to introduce the author (Who), tap pain points (Why), and present a call to action.

To be clear: There's nothing wrong with this approach in the correct formats. Sales are awesome. I love sales. However, what works in other formats (like landing pages, social media, or even video) doesn't work with books because of WHY and HOW PEOPLE READ BOOKS.

People read books to be introduced to IDEAS, and learn how to take action on those ideas to improve their lives. They read to escape. To dream. To envision. To heal. To uplevel. To laugh. To cry. To learn. To connect.

More, people invest vast quantities of TIME into reading books. And, if someone is going to spend 5-15 hours curled up with your material, they really deserve more substance than "If you want the REAL secret to [thing I've just spent 100 pages convincing you that you need], you'll have to buy my course."

So, when I say we don't do "lead gen" books here at WorldChangers, what I'm really saying is that we have chosen to support our clients to serve first and sell second.

Our mission is to leverage our clients' expertise, testimonials, wins, values, vision, and impact goals to create compelling works that change minds, attract raving fans, and start movements. Happily, all of the above also combine to create the kind of authority that closes the deal.

As our client, Tom Langan, writes in his upcoming book, LEGENDEERING, "Lead with value, always." And, by taking "lead gen" books off our offer list, this is exactly what we strive to do -- for our clients, for readers, and for the planet.

So, if you're ready to claim your authority as a thought leader and create a book that will truly change lives, topple paradigms, and disrupt the status quo, reach out and start a conversation.