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

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.

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.