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

Ep086: Creating Wealth in Plumbing with John Akhoian

August 31st, 2019  |  58 mins 17 secs

Today on the Book More Show we're talking with John Akhoian, the owner of Rooter Hero, a plumbing company based out of California and Arizona.

John has written three books with us, and what's really interesting is the passion he brings to the subject. Not only for the passion for his own company, but a passion for the industry as a whole, and what other plumbers and tradespeople can do to really amplify their business and set up a company that's going to provide for them and their family.

You can really see the development of this idea in the three books he wrote.

Starting with a book to identify potential new team members, a way to staff their organization, John introduces the subject of a successful career in plumbing to people who may not have even thought of that as a career path. His second book talks about his progress toward creating 99 millionaires from the plumbing business, and his latest, Values First, reinforces his company philosophy in how they treat both members of the team and customers.

This is a great, wide-ranging episode that will spark a lot of great ideas on how you can engage clients and your team with a book.

Ep085: Your ToC Roadmap

August 24th, 2019  |  32 mins 13 secs

Today on the Book More Show I'm talking with Betsey about something we haven't covered on the show for some time. Your content.

Not so much the details of what to include, but more its structure and how even this can be a motivator for people as you compel them to take the next step.

We know you know your stuff and have some great ideas to get started. We know you have an easy way for people to take the next step and begin to work with you. But, we also know that actual read rates are pretty low.

Taking time to think about your Table of Content as something that reinforces people's belief they're in the right place, and you're the one to help them, encourages you to look at this page as the stepping stones from the question in the title, to the answer in the next step.

Imagine people only came in because of the title; they saw the 1,2,3,4,5… steps of the Table of Content, would that compel them to jump to the call to action, or would it confuse them, and hold them back from taking the next step.

The great thing about the BookBlueprintScore.com is that it helps amplify each of the parts of your book, and it's little considerations like this that can add up.

Ep084: Dialing in your 'Before Unit'

August 17th, 2019  |  1 hr 10 mins

Today on the Book More Show, we have a little bit of a different episode because you're not going to hear from me, you're going to hear from Dean Jackson and Jonathon Schultheiss.

Now you might remember Jonathon from a show we did a few weeks ago talking about his new book 'Focused' and the way he's getting a lot of media attention, really orchestrating some TV appearances. Well, earlier in the year, Dean and Jonathon had a conversation over on the More Cheese Less Whiskers podcast talking about the bigger picture of his 'Before Unit' and some of the things Jonathon's doing outside of just of his book.

The conversation focused on picking the target market he's going for, deciding on the assets, the things that people are going to be most interested in receiving to start the conversation, and then how his book and the other pieces fit together into the overall funnels and campaigns.

It's a really great episode. You're going to get a lot from this, and there are a lot of transferable ideas that you can take away.

Ep083: Retire As You Desire with Bill Bloom

August 10th, 2019  |  53 mins 16 secs

Today on the Book More Show, we've got a great episode because I had the opportunity to talk with Bill Bloom.

Bill's a financial advisor from Chicago, and if you've been listening for any time to the show, you've probably heard me talk about Bill because he's created some great example of books that really resonate. He's an example always springs to mind.

We've known Bill for a long time. He wrote his first book with us 'The Yachters Guide to Early Retirement' a couple of years ago. It's a book that dials in on a niche that he's engaged with, and it really opened some doors to speaking engagements which continue to this day.

His second book is called 'Retire As You Desire' and what a name that it is! It really resonates with people. It rolls off the tongue, there's something humorous about it, it sticks in your mind, but also, more importantly, it delivers on a promise. It does what it says on the tin. It gives the indication of an outcome, of a better solution, and it's the perfect way of getting people to raise their hand.

Once they've raised their hand, his funnel then leads them into a meeting opportunity because he regularly now runs Retire As You Desire workshops in his local area.

I'm very excited to be able to share with you. There are a lot of take away's and ideas for you here.

Ep082: The Easiest Way to Follow Up

August 3rd, 2019  |  44 mins 41 secs

Today on the Book More Show I'm talking with Betsy Vaughn, and we're going to dive a little deeper into a topic we touched on last time.

We often talk about your book as the greatest lead generation tools you have. It really is the best way to get invisible prospects to raise their hand, but the secret is how do you engaging and interacting with those people over the long term.

It's over the next number of days, weeks, months, years, that you have the opportunity to speak with them, educating and motivating them, to do business with you and by showing how you can best help.

Obviously your immediate opt in sequence is important. Following up with people straight away so those who are the most engaged, the most ready to go, can take action, but then it's how you engage with all of the rest of the people over the longer term. One of the best ways to do that is a podcast.

We introduced this idea in the last episode, and we're going to dive deeper this time giving you some more actionable ideas, and it's going to be something we talk about increasingly over the coming weeks and years as it gets more attention out in the world and people realize just how many options you have to do things with that content once you've created it.

As we mention in the show, if you're interested in us helping you get your podcast set up and produced each week, just send an email to [email protected], and we'll get you all the details.

Ep081: Flagship Broadcasts

June 16th, 2019  |  35 mins 31 secs

Today on the Book More Show we’re talking about your Flagship Broadcast… the way you keep in touch with people after they show up on your radar.

The reality is, more people will be ready to engage with you over the long term, than the short term. Your book is the perfect tool to encourage interested people to raise their hand, but most of your opportunity to work with these people lies in the ‘long-tail’, so today we’re talking about why it’s important to be front of mind, and the simple ways you can create that ‘Flagship Broadcast’ to keep in touch.

With so many demands on your time, it’s important to be efficient with your effort, and there are some great ideas here to stay in front of people interested in the thing you do.

We also mentioned ‘Dial Talk Done’, our podcast service designed to be your flagship broadcast tool. If you've heard us talking about it before & are interested in being part of the first group, just shoot an email to [email protected] and we’ll get you all the details.

Ep080: Your book's 'Job of Work'

April 27th, 2019  |  55 mins 3 secs

Today on the Book More Show we’re talking about books to identify invisible leads and books that motivate people to take the next step.

If you’ve followed us for any time, you’ve heard us refer to Dean’s 8-Profit Activators and the before unit, looking at how you attract and engage with future customers. We’ve talked about Profit Activator 1: selecting a single target market in the past, well today we’re going a little deeper into Profit Activators 2 & 3, compelling your best prospects to raise their hand, and educating and motivating them to take the next step.

How you plan to use your book will influence your title, content, and next steps, and understanding the difference between Profit Activator 2 & 3 will help narrow your scope. It will guide your thoughts on the content and help craft a clearer call to action. All of which means you’re more likely to get your book created and out there working for you.

Every book is a combination of the 2, but understanding that identifying leads and motivating people to take the next step are two distinct mindsets (both for you and your potential customer) is one of the most important lead generation tips we can share.

As always, getting any book out there is better than no book, so don't let this distinction be an excuse to slow down. Instead, think about whether the main ‘job of work’ of your book is to identify people who don't yet know you, or to motivate those who do, to take the next step… Then get on with getting on.

Ep079: Using your webinar

April 20th, 2019  |  44 mins 42 secs

Today on the Book More Show we’re talking about the best way to use your presentation or webinar in your book.

It’s a question we get asked a lot… ‘I have a presentation recorded, can I use that to create my book’, and while getting it transcribed and edited may seem like a simple solution, there are many problems that come up when you try to jam your words from stage into the pages of your book you hope will be the start of a great customer conversation.

The good news is, there are a number of way you can use presentations or webinars you’ve already created to their maximum effect, and today we’re going to run through both the downside of straight reuse and the benefits and advantages you have by building on the work you’ve already done, in the right way.

The 90-Minute Book model of taking 30 minutes to outline your content, and 60 minutes to record something targeted is the fastest way to create a book that’s absolutely fit for purpose. Having helped create over 500 titles we’ve seen what works well, and what slows the process to a crawl.

Whether or not you’re working with us directly, today’s show will help you get your book out there quickly, and amplify your message with the presentation you don’t want to waste.

Ep078: Focused with Jonathon Schultheiss

April 13th, 2019  |  50 mins 1 sec

Today on the Book More Show we have a really great call for you. We’re talking with Jonathon Schultheiss who’s just finished his second book, Focused - The Financial Freedom Formula, and I can’t wait for you to hear about some of the amazing opportunities he’s created to get media attention.

Having already created a book, hyper-targeted at the group of people he really wants to work with, he created Focused to have a way to identify a broader group of people because he knows he can ‘sift and sort’ them later.

In just the last few weeks since completing his book, Jonathon has appeared on TV, spoken at NASDAQ and had his book featured on the Jumbotron in Time Square.

Having seen what he’s doing, I want to get him on the show to share his experience and give us some tips to do the same.

We talk a lot about directly engaging potential customers, and that is still the number one purpose of your book. But, just as with last weeks ‘long tail’ discussion, now you have your book created, there are some unique ways to make it work even harder, and get you access to potential customers that you may struggle to reach.

Jonathon has great energy, he’s a great cheerleader for the help he can provide, and he has some great tips for anyone looking to get more publicity and social proof.

Ep077: The long tail

April 10th, 2019  |  35 mins 51 secs

Today on the Book More Show we’re talking about the long tail of promotion opportunities you have once your book is complete.

When you think about writing a book, there are probably a few campaigns that come to mind immediately. Ways you already know you want to use your book. It might be offering it as a download on your website, a Facebook campaign, In person at an event. These ideas are often the best use of your time and help you capture the most leads, but after that, there is still much more you can do…

The great news is now you have your book created, there are hundreds of opportunities to use it to engage with people. These are the smaller, more specific times you find yourself with the chance to capture people’s details, if only you had a reason for them to share their information.

By taking a little time to orchestrate these opportunities, you can create multiple ways to start a conversation, and even more chances to uncover ‘oil wells’. Groups of people you might have previously passed over because you didn’t have a compelling way for them to raise their hand.

Your first push should definitely be in the big ideas, but there are huge opportunities hiding in the long tail.

Ep076: Personal stories

March 30th, 2019  |  41 mins 7 secs

Today on the Book More Show we're talking about some different types of books than usual.

This morning I grabbed a copy of a book we recently completed and was surprised to be reading about their company culture rather than the strategy I was expecting.

I so often find myself in a lead generation conversation, it's easy to forget that about 30% of the books we help create fall into this ‘other’ category, so today we're going deeper into some of these other book types.

Whether your book is for lead generation or about your company culture, your personal legacy, or stories from your customers, personal messages and real accounts are great at breaking through & resonating with people.

The aim of everything we encourage you to do is to increase the amount people know, like and trust you, and this applies just as much to staff, family or investors as it does to potential customers.

This is a great call if you have those relationships, even if it's only with a handful of people, because sharing your story in the pages a book moves a conversation in a way that's difficult to replicate in any other form.

Ep075: 7 Key Factors in Creating Compelling Ads

March 23rd, 2019  |  59 mins 12 secs

Today on the Book More Show we're looking at the '7 Key Factors in Creating Compelling Ads' and how you can use that framework to help create or promote your book.

Whenever you come across a framework, it's a great opportunity to use it through the lens you want. This works for any framework out there, even if it's not directly applicable to your subject. By altering the words slight, or changing the context to better match yours, using a different framework can be a great way to prompt yourself to answer questions you may not have previously thought of.

This particular one comes from the Breakthrough Blueprint Online course (BreakthroughDNA.com) and is part of Profit Activator 2) Compelling Prospects to Call You.

You'll recognize a few of the step as they are some of the contributing thoughts to the Book Blueprint Scorecard, but this is a great illustration of the point. Asking questions in a different way helps expand the conversation, and that's where opportunity lies.

If you've had a book idea in your head for while, this is a great show to prompt you to get it out and on to paper.

Ep074: Seasonal books

March 17th, 2019  |  37 mins 59 secs

Today on the Book More Show, Betsey joins me to talk about seasonal books.

This is a great topic, because it has two big opportunities for you 1) the seasonality is a reason to get in front of potential customers, 2) it's a way of subtly conveying a sense of immediacy.

If you own a heating company, writing the a guide to Getting Your Home Ready for Winter is a great reason to share information in the fall. If you're a Financial Planner, a 2019 Tax Preparation Guide is a great reason to connect in the spring. The information is valid all year, but the seasonal spike in interest gives you a chance to have those potential clients raise their hand.

Alternatively, a florist creating the 2019 Outdoor Wedding Venue Guide is a great way to reach people planning to get married sometime over the coming years. lt may have very similar information to the 2018 guide, but it's just as valuable, and the date gives it a sense of immediacy. Similarly the 2019 Florida Medicare Guide may have some updated information from the previous year, but that title is more compelling and relevant than simply the Florida Medical Guide which is kept up to date.

There are many examples like this, where thinking about what is urgent in the minds of potential customers, even though you know the information is 'evergreen', is another amplification point to make those invisible leads, visible.

Ep073: Club Syndication with Shane Melanson

March 9th, 2019  |  51 mins 30 secs

Today on the Book More Show we're talking with Shane Melanson from Alberta Canada. Shane helps people invest in commercial real estate across the US and Canada, and his book, 'Club Syndication' helps people find the right deals and raise capital.

We had a great conversation about how he dialed in the target market for his book, and now it's complete, we focused on some of the best ways he can get in front of the people he can best help.

Shane has a great opportunity to work with a 'complementary, non competing' group of investors, and the book is proving to be the perfect door opener to people and conversations that were previously difficult to access.

We dive deep into looking at various ways he can leverage his book that brings value to everyone and puts him in front of the right people at the right time.

This is a great example of why your book is a 'charge neutral' way of starting a conversation with people who get pitched all the time, and why, when you start by give something of value (to potential clients or peers), it sets an expectation of value creation, rather than starting by asking for something.

I really enjoyed catching up with Shane & it's exciting to hear how he's getting more people to raise their hand and there are lots of examples you can use to promote your business.

Ep072: It's 2019!

January 8th, 2019  |  39 mins 1 sec

It's 2019 & we're back!

Today on the Book More Show I'm talking with Betsey about 3 or 4 of the fastest, zero cost ways to get your book out there using things you're already doing like email, social profiles, and the content you already create.

There's definitely a place for specific campaigns, but being able to use your book as a next step for people in any situation is a great way to add small rocks, to the big rocks of your campaigns.

It's these little opportunities that can add up to big results over time, and as we're talking about making small changes to existing things, it's definitely something everyone can and should do.

Ep071: Bootstrapping with Randy Davis

October 29th, 2018  |  45 mins 13 secs

Today on the Book More Show, we're talking to Randy Davis from up near Chicago IL. Over the years, Randy has built and sold 18 companies, and the book he just completed with us, The Bootstrap Billionaire, takes that experience and the insights gain from conversations with his peers, to guide you toward creating a business that scales, and ultimately is a viable business that attracts multiple offers.

It was great to get some of Randy's time today. Not only for his knowledge, but also to listen to his experience of creating his book... What lead him to the decision, the process, and how he plans to use it.

Everyone's background and intentions are different, so it's great to hear what held someone else back, and what's now propelling them forward.

There's some great ideas here to help you get started.