The Book More Show: More Leads, More Calls, More Business

Ep038: Adding a Price

September 30th, 2017  |  40 mins 4 secs

Every so often we get a cluster of similar questions. That happened recently with people asking about adding a price to their book.

Betsey & I start this show by addressing some of the pro's and con's to this approach before going on to talk about some of the other ways to get your book in front of a local audience.

Adding a price can reinforce a perceived value, but there is the risk of setting unrealistic expectations with people buying your book that could lead to negative public comments. As we're talking about lead generating books, that negative sentiment could unnecessarily impact your 'actual' products or services.
Adding a price to the back cover may be the right decision, but be sure to consider how your audience are likely to interpret it.

We also talked about the book titles workshop replay (link available below) and the Realtor Case Study looking at the time it take leads to convert. The red line on the below chart shows the marketing costs and the yellow lines/dots show when people originally opted in before later converting and triggering a commission (the green line).

It again highlights the value of a lead over the long term rather than looking for short term wins and the best way to compel invisible prospects to raise the hand... Your book!

Ep037: Designing Great Covers

September 23rd, 2017  |  37 mins 46 secs

The design of your cover is an opportunity amplify your title and one of the most important ways you can get the attention of passing 'eyes'.

Designing something that achieves this without being distracting is both a skill and an art.

Today I'm talking with Glen Linton, one of our two in-house designers. Having created close to 200 covers, there aren't many subjects Glen hasn't created a cover for.

This is a great call, not only for someone looking to design their own cover, but also for people working with us, as we talk about some of the key pieces of information that help Design create a Killer Cover for you.

I also mention the Titles Workshop we're doing with Dean Jackson on Wednesday 27th. Picking the right title is the most important factor in getting people to raise their hand. Wednesday's call will give you an insight into the important elements of a great title and give you the opportunity workshop a title with Dean directly.

Ep036: Better Conversations with Dr.Sunny

September 16th, 2017  |  39 mins 30 secs

Even a complicated subject can be simplified through a book, to start a conversation and predispose people to take the next step with you.

Today, we're talking with Dr. Sunny Kim, the President of Progressive Rehabilitation in Cedar Rapids, Iowa. A practice that specializes in the non-surgical treatment of spine, sports and musculoskeletal pain conditions.

It was a great call and especially interesting to hear how he's using his book, 'The Ultimate Non-Surgical Knee Pain Solution' to begin to educate patients about this relatively new and technical procedure.

This understanding helps potential clients self-select, predisposing them to the next step and ultimately leading to much better conversations.

Ep035: Filling the Void

September 9th, 2017  |  40 mins 10 secs

We often talk of creating a book in terms of identifying your current clients, researching the information they're looking for and creating something of value for that group.

Today, we're looking at another approach and the opportunities to write something valuable, triggered by an external change.

Our main goal is to identify invisible leads and being there to offer helpful information when someone suddenly realizes they need to 'do something' is a great way to do just that.

Whether this is a time based event, or a change caused by policy, legislation, technology or environmental issues, change often creates an information void for people and presents the perfect opportunity for you to fill it.

Ep034: Compelling Conversations

September 2nd, 2017  |  29 mins 18 secs

Writing your book is a big step, but using it to start a conversation with a potential customer is the most important part.

Today, I'm talking with Dean about the ways your book can help set up a compelling conversation that draws out your five-star prospects from the crowd.

By thinking a few steps ahead, knowing who your readers are and the ideal step you'd like your best readers (customers) to take, you can create a follow up sequence that starts the relationship in the best way. By offering information that helps.

All leading toward getting that 'love letter' reply.

You'll definitely want to check out the show note to see this.

Ep033: Keep It Simple

August 27th, 2017  |  42 mins 31 secs

We often have calls with people who want to write a book for their business, but get stuck in the details. They have all these questions, but none really get them any closer to writing.

Today, Betsey and I run through the simple steps you can take to get started.

This isn't about winning a literary award or writing a best seller. This is about using your experience to help customers and start a conversation.

We see so many people using their books to create exciting new opportunities, it's frustrating when 'analysis paralysis' stop others from getting started.

Today we're here to help you keep it simple!

Ep032: Taking Action with David Kurz

August 19th, 2017  |  33 mins 26 secs

One of the most popular types of show, and one of my favorites, is where we get to talk with the people we've helped write a book.

Today, I catch up with David Kurz, Broker/Owner of Kurz Real Estate in Miami. Join us as we talk about their amazing growth over the last 12 months and how writing his books has help position his company, the agents that work for him as well and David personally as one of the leading Real Estate agencies in South Florida.

This show is packed with ideas based on how David is using his books to engage customers, guide staff and reinforce his position as a leader in the industry.

You can do the same... It all starts with Taking Action.

Ep031: Educating & Motivating

July 31st, 2017  |  35 mins 59 secs

Most people are familiar with using a book as lead generation, today we look at ways to use a book to motivate and educate people into taking action.

Less about identifying invisible leads, this strategy is best suited to compelling those already familiar with you (even if only a little) to take the next step.

Ep030: Facebook Ad Results

July 15th, 2017  |  35 mins 43 secs

A catch up show today after a short summer hiatus. We talk about how some of the books are being used over the summer, discussions at Dean's European tour & the results of our recent Facebook ad test.

Ep029: Making the most of Facebook

June 17th, 2017  |  44 mins 38 secs

Today we're looking at Facebook as a channel to promote your book.

Looking at the various types of Facebook pages, ads & events, we talk through the different way you can use your book to engage potential readers and start conversations.

Profiles
Pages
Groups
Events
Live Video
Ads
Lead Ads
This is a great introduction to some of the ways you can find your audience.

If we missed any, or you want us to go deeper, let us know in the comments.

Ep028: Starting Conversations

June 11th, 2017  |  33 mins 5 secs

A fantastic episode today. You'll want to grab a pen & paper for this one!

Dean & I talk about leading people from requesting a copy of your book, through to conversations that give you the opportunity to solve people's problems.

It's so easy to fall into the 'broadcast' trap of treating people as a metric rather than as individuals. In this show we're talking about specific ways to break that pattern and follow up with people in a more human way.

Technology encourages us to treat 'Leads' as numbers in a CRM rather than individuals reading messages, so Dean shares 2 acronyms to put you in the best frame of mind to engage people and start real conversations.

Ep027: Engaging Readers

June 8th, 2017  |  1 hr 11 mins

A special bonus episode today.

A few weeks ago Dean spoke with Bill Bloom. A 90-Minute Book author of The Yachters Guide to Early Retirement.

I wanted to share this great call with you as they go deep into the follow up opportunities once someone has read your book.

The real magic is in starting a conversation with people who are likely to become customers/clients of yours. There is a lot of practical advice here in thinking about moving the conversation from invisible prospect, to visible client.

You'll get a lot out of it following on from our pervious shows.

Ep026: Practical Book Launch Ideas (pt2)

May 27th, 2017  |  40 mins 13 secs

Part 2 of my favorite shows of the year so far...

This week Betsey & I finish off talking about practical ways to use your book once it's complete. Using 'traditional' publishing strategies as the idea, we look at how you can tweak the tactic to really get the most bang for your book.

Continuing from last week we look at:

The best ways to give copies away (including at live events)
The problems with teaser content
Opportunities for product placement
and a handful of grab bag ideas
If you have any ideas we missed, Send us an email

Ep025: Practical Book Launch Ideas (pt1)

May 20th, 2017  |  39 mins 9 secs

One of my favorite shows of the year so far...

This week Betsey & I are talking about practical ways to use your book once it's complete. Using 'traditional' publishing strategies as the idea, we look at how you can tweak the tactic to really get the most bang for your book.

We had 4 or 5 topics on the outline, but the conversation was so good we only go to cover 2 (plus a great side conversation on using meetup.com to get in front of people).

This week we go deep into the better way to do a:

Book reading/signing
Book launch party
We'll continue with the rest of the ideas next week...

Ep024: Getting Started with Julia Carlson

May 13th, 2017  |  36 mins 49 secs

This week I have a great call with someone who just joined the program about their thought process in deciding to write a book and the customers they aim to attract.

Julia Carlson is a Wealth Management expert with 20 years experience. As her own company has grown, she's found herself spending more time running the business and less face to face time with clients. She was looking for a way to leverage her knowledge and still help the people she's passionate about helping in a way that's more scalable than one on one.

A book is the perfect way to initiate those conversations and help people get started.

This is a great call for anyone thinking about writing a book to engage clients. There are insights into the way you can resonate with people, the mindset of helping them in a way that makes it easy to get started and how to think about the next step, developing the relationship with your potential customers.

Ep023: Information Goldmines

May 6th, 2017  |  26 mins 36 secs

This week Dean & I talk about Information Goldmines. The knowledge you have at your fingers today, that will enable you to create a book that reveals invisible leads and starts conversations.

Even if you don't know where to start, there is a simple process to identify the most pressing questions in your customer's mind and follow up by answering the questions the should be asking.