This is rational, because many people learn more easily from video and audio materials than they do from books. Josh Turner wrote a book called Connect, which hit the Wall Street Journal bestseller list. His book is about how to use LinkedIn to drive sales in your company, and the book, along with being very good, ends up driving many people to his advanced video course. Jason Fladlien did the same thing. He has the very best video courses and online training in the world about webinars, and he used his book as a “top of funnel” lead gen to sell millions of dollars of his courses. 14. SELL A SOFTWARE/SAAS PRODUCT A book is a great way for a company to sell software, especially SaaS software. The best example is HubSpot, the company that invented inbound marketing. What did they do to promote it? Among other things, they wrote a book called Inbound Marketing. The book minimally pitches HubSpot and is instead a massive - advertisement for their method of marketing (inbound market ing), and guess what? Using their software is the easiest way to actually do inbound mar- keting. Not only does the book provide real value to the reader, it ends up converting a lot of readers to customers. Another example is Mark Organ. His company, Influitive, helps companies and brands harness the power of their fans to create new “advocate marketing” channels. The software they have created to facilitate this is very powerful, but it often takes a mental leap for people to understand how “advocate marketing” really works. hOW TO MAkE MONEy WiTh yOUr BOOk · 393