Betsey Vaughn

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.

Ep022: Recycle Reuse Record

April 29th, 2017  |  48 mins 41 secs

This week we've got a deep dive episode looking at the options to Recycle Reuse Record other content in your book.

We'll occasionally speak to people who want to turn a presentation, or series of blog posts into a book. While this can give your campaign a boost, there is a right way and a wrong way to do it. In today's show we look at the pitfalls of recycling, the opportunities of reuse & the easiest way to record to create the most effective book.

Ep021: Using Books in the Real World

April 22nd, 2017  |  31 mins 52 secs

Creating a book is one thing, but how you use it is where the magic starts to happen.

In today's show Susan & I talk about several real world examples of authors using their books to engage potential customers, be seen as authorities and change lives by providing useful, accessible information to an audience excited to hear what you have to say.

We often get the question 'What now?' from people. In this show there are some great examples of how to use your book and if you haven't yet started, some great ideas of the outcome to help you simplify the process and get started faster.

Ep020: In the Paper

April 18th, 2017  |  40 mins 23 secs

Print advertising is often look at as the poor, unsophisticated cousin of online.

In a world where it can be easy to get swayed by the abundance of vanity metrics, it's easy to forget that effectiveness is the really important metric & in certain markets, print can still get through where 'banner blindness' turns online into an ever increasing numbers game.

Inspired by a 1/2 page print ad I saw over the weekend, today we're looking at a real life example print ad being run in a national newspaper.

There are some great takeaways here you can use to engage cold leads.

Remember, this is a Profit Activator #2 tactic: Identifying invisible leads. You're not trying to convince people to do business with you (yet). This stage is all about compelling them to join a conversation with you.

Ep019: Back Cover Call to Action

April 1st, 2017  |  32 mins 52 secs

This episode we talk about the Call to Action on the back cover of your book.

If the most effective use of your book is to identify invisible leads, then the back cover is key to encouraging your reader to take the next step.

It's easy for this to be an afterthought and try to 'convince' people to call for an appointment, rather than thinking strategically about the next Minimum Viable Commitment step you can ask people to take.

The benefit of this second approach is to sift & sort hotter leads, by having them self-select as more interested, as well as giving still invisible readers, those who get a copy without opting in, an easy way to make themselves visible.

Ep018: Helping Launch a Coaching Business with Kevin Craig

March 25th, 2017  |  38 mins 41 secs

In this episode we talk to Kevin Craig about his book The Professional Referral Solution and the surprising changes it has had on his business.

Written as a way to give people a benchmark understanding of how he built his real estate business, Kevin's book has lead to speaking engagements and requests for both group and individual coaching from other professionals.

As we head into 2017, Kevin talks about developing this additional stream of business further and reflects on the surprising opportunity his book helped create.

This is a great episode for anyone thinking about the benefits a 90-Minute Books might deliver for you and your business.

Kevin's book is also a great resource for anyone in sales looking for an alternative to cold calling. Grab a copy below.

Ep017: Book Titles & Presuasion

October 8th, 2016  |  35 mins 4 secs

In this episode Dean & I talk about the importance of your book title and how to amplify your success by using some of the ingrained human triggers talked about in Robert Cialdini's new book Pre-suasion.

By selecting a title that allows someone to identify themselves as a potential client, 'it sounds like this book could help me...' and using the title and subheading to plant the seed of the solution you can offer, you'll not only start to identify previously invisible leads, but also begin to predispose people to engage in a conversation with you.

'The Adult Acne Cure' and 'Email Mastery' both begin to offer the benefit of the solution rather than just an improved process.

One of the most successful campaigns we've seen moves people from the below Email Mastery ad, to the book, to an email conversation... All perfectly congruent with the message of mastering email and building value at each stage.

Ep016: Leads & Referrals with Joel Johnson

September 18th, 2016  |  1 hr 5 mins

You're going to love todays episode. Yesterday Dean recorded an interview with one of our authors Joel Johnson. Joel owns an investment company up in the North East and has been using 90-Minute book style books to attract clients with various different needs into his business.

It's an amazing behind the scenes looking into a successful marketing campaign.

Toward the end of their talk, the conversation turns to referrals and there's an amazing breakthrough to orchastrate very specific referrals using Joel's 'Forced to Retire' book.

This really is a fantastic episode for anyone considering a book, or looking for more way to leverage theirs.

If you're ready to get started on yours, just head back to the home page & hit the get started button.

This was also released on Dean's MoreCheeseLessWhiskers.com podcast. Head over there for more shows diving deep into the 8-Profit Activators with real businesses just like yours.

In the meantime, grab a coffee, grab a pen and listen in.

Ep015: Question & Answer.mp3

August 20th, 2016  |  40 mins 23 secs

This week Betsey & I answer some of your questions... at least that was the plan. We end up deep diving 2 issues that come up time & again in the questions we field:

How long should my book be?
How much editing should I do?
This is a hugely valuable show for anyone who has had a book on their 'to do' list. We focus on the purpose and benefits of writing a book to start a conversation with potential clients.

Ep014: Content Ideas

August 6th, 2016  |  36 mins 12 secs

This week I'm joined by Betsey Vaughn again as we discuss two ideas for creating content. Using other people's expertise to add value to your potential customers and leveraging external changes like regulation or technology changes to be first to market and provide potential customers with the information they are looking for.

EP013: Rich or Famous?

July 23rd, 2016  |  1 hr 2 mins

A different type of episode this week. Today I want to share an interview Dean recorded with Joe Polish and Tucker Max earlier this year. This is a great call looking at two different book companies with similar processes, but very different objectives.

There are some great pointers for anyone looking to outline and target their book and a real discussion on the most effective approach to generate more business. Do you want to be rich or famous?

Warning: This episode has some swearing.

Ep012: Marketing Fundamentals

July 16th, 2016  |  34 mins 6 secs

This week I'm joined by Betsey Vaughn, our chief Client Concierge as we look at one of the most popular questions we get; 'How can I market my book?'

Today we dive into the fundamentals of two approaches. Engaging people who already know you and attracting new leads.