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

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.

Ep011: Questions and Answers

July 9th, 2016  |  31 mins 52 secs

We're back with this month's Q&A show. We've had some great questions over the last few weeks. If you have anything we haven't addressed yet, then reach out to [email protected] and we'll address it next time.

In this show we look at:

Can I use a book at a trade show
How can I leverage partners to promote my book
Should I focus on the physical or digital version
Should I bother with a Kindle version
What are some questions I can use to write about

Ep010: Minimum Effective Dose

July 1st, 2016  |  29 mins 49 secs

30 minutes of actionable advice to make the very best use of your time. The 'Minimum Effective Dose' is the right amount of effort you need to get the best results.

In today's show, Dean & Stuart talk about some of the insights from the latest Breakthrough Blueprint Live event and look at the trifecta of a 90-Minute Book, a single purpose landing page and an email that expects a reply to get optin rates as high as 50-60%

Ep009: Bridging Topics

June 25th, 2016  |  30 mins 32 secs

This week Dean & I have a great discussion about bridging topics. It's a must listen if you're looking for step by step pointers to decide how best to engage your audience and outline your content.

Ep008: More Business

June 18th, 2016  |  33 mins 32 secs

Today we dig deep into two examples of people using their books to generate more business.

It's sometimes easy to forget your book is not the product, but the introduction to your product. A way for you to start a conversation. In this show we look at some great examples of how you can use your book in a Facebook campaign or as a referral tool.

Ep007: Less is More

June 11th, 2016  |  30 mins 5 secs

Susan & I are back to help you get your book written and out there engaging your audience.

In this show we discuss why less is more and how in most cases a shorter book has many advantages over a larger book. Whether that is the likelihood of someone reading it, the opportunity to add value by delivering more content later or just the easier proposition in writing a shorter book.

Ep006: Questions and Answers

June 4th, 2016  |  33 mins 9 secs

Q&A time! We're back after the Memorial Day break with a Q&A session answering some of the questions we've had in over the last few weeks.

In this show we answer:

How big should my book be?
Where do I start?
Should I include all this other 'Stuff'?
Is it worth paying for a color interior?
How do I know if my target audience is too big or small?
Should I go for a short or descriptive title?
What will a book do for my business?