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

Ep055: Beyond Your Book

March 24th, 2018  |  45 mins 56 secs

The most exciting part of creating your book isn’t the layout, or the amazing cover, or even really your great content… The exciting part is getting your book out there, starting conversations once it’s complete.

Today on the Book More Show we’re looking at the last of the Book Blueprint Mindsets – what to do ‘Beyond Your Book’.

There are so many opportunities and ways you could use it, but we start by looking at the simple, inexpensive, and friction-free ways of using your book to orchestrate referrals and revive old leads.

We also talk about how easy it is to over value short term results, and under value the long term. So we cover a few simple ways you can stay front of mind with people, and be there ‘when they are ready’ to take the next step.

Ep054: Beneficial constraints

March 17th, 2018  |  49 mins 57 secs

In the last few shows we've looked at all the elements of the Book Blueprint Scorecard you need to create the best book for your business or organization.

Today, we looking at mindset 7, and what not to do. The beneficial constraints you can put in place to increase your chance of completing a book.

Starting to write with the mindset of 'It will be done when it's done' is a sure fire way to make sure you're still writing (or avoiding it) this time next year. It's the time and scope constraints you put on the project that are key to getting it done.

As a special bonus, we also talk about why International Speak Like a Pirate day might be the key to getting your book out there, and I share the world's best Pirate joke!

So something for everyone this week ;)

Ep053: Outlines and Content

March 13th, 2018  |  1 hr 3 mins

Today we're diving in to two more of the Book Blueprint mindsets.

A Purposeful Outline and Value Driven Content.

This is a bit of a deep dive, but amplifies some of the topics from the last few shows. It will be a huge help if you're at the stage where you have your audience dialed in, you know where you want them to go next, and you're ready to start planning how to get them there (the content).

As with all the Book Blueprint mindsets, you'll find you are more advanced in some than others, but the main thing we're trying to achieve here, is helping you make the most of each element that makes up your book.

Ep052: Thinking beyond your book

March 3rd, 2018  |  32 mins 13 secs

Your book is the best tool for identifying invisible leads, but the secret is to have a plan to nurture those leads over the weeks and months after they make themselves known.

The aim; to start a conversation with people most likely to be your customer.

So today on the show, Betsey and I talk about some great conversations we're having with people looking to syndicate their books, ways for any business to think about writing a book to start a conversation, and how, once people have joined your 'sphere of influence', you can continue the conversation with people, continually present them with the offer of the next step.

Ep051: Cracking the Code with Ben Byrne

February 25th, 2018  |  1 hr 8 mins

Today we have a change from the regular programing as we just released the latest episode of the More Cheese Less Whiskers podcast, and it's one you need to hear!

Dean is talking with Ben Byrne, owner of a marketing company in Canada, who's looking to break into marketing for Financial Advisers.

This is a great show I wanted to share because it's a real example of the thought process behind using a book to generate leads, for referrals and to syndicate and create a solution for your customers.

The show should resonate as it hits home the benefits of separating identifying potential leads from converting them.

There are lots of great ideas here for you today.

Ep050: A MVC Call to Action

February 17th, 2018  |  49 mins 17 secs

Today on the show we're looking at mindset 4 of the Book Blueprint Scorecard: A Minimum Viable Commitment, call to action.

The job of the back cover of a 'traditional' book is to sell the book... The job of your back cover is to deliver a compelling call to action in a way that allow new people to identify themselves and make it possible for you to know who your 'hotter' prospects are.

We dive into this today and look at the offers you can make to keep the conversation moving.

Ep049: A great example, 600 leads

February 10th, 2018  |  46 mins 49 secs

Two parts to today's show. We stared off talking about a book project we recently completed to generate leads of realtors and closed looking at the Book Blueprint Score mindset 3: Choosing an amplifying sub-heading.

600 leads
People sometimes get hung-up on the content part of their book and what to write about. We covered 5 of the most effective types of books in 5 book titles formula field report but today we focused on how straight forward it can be to create something the resonates and get's people to raise their hand.

Once written, it can then be a challenge to know how to get your book out there, so in this example we run through the Facebook campaign we used to generate almost 600 leads in about 2 weeks.

Then, regardless of the traffic source, or the content, we finish by mentioning the Short, Personal, Expecting A Reply (spear) email we send to start the conversation with people.
The examples of these are all below.

Book Blueprint Score, mindset 3: An amplifying sub-heading
We continued our discussion of the 8 Book Blueprint Scores by looking at number 3 today. Some people fall into the trap of 'keyword stuffing' their subheading thinking that more words might attract more people.

If you have your audience dialed in and you know who you are trying to reach, your subheading is the place to amplify the benefits of your book, and use those power words to compel then to think 'I want that'.

You can find out your Book Blueprint Score at BookBlueprintScore.com

Ep048: Rethink the Ink with Victor Beyer

February 3rd, 2018  |  40 mins 59 secs

If you've been in a business or industry for any length of time, the knowledge you have can help others save time, money and in some cases pain and discomfort.

Whether that's sharing basic steps, pointing out common mistakes, correcting industry wide misconceptions, or sharing your deep understanding of your industry, the information you have is one of the very best ways to start a conversation with someone who's a likely customer.

Today, we had a great conversation with Victor Beyer. Victor owns a Tattoo Removal school as well as studios and wrote the book Rethink the Ink to target the two groups of people most in need of hearing the truth and misconceptions around tattoo removal. People looking to have a tattoo removed, and those looking to become removal practitioners.

Victor's deep understanding comes out in both the show, and in the pages of his book and it's this knowledge he's passionate to share, that will help readers evidence to themselves that he's the 'go to' guy for both training and removal.

We had a great conversation about the steps that lead him to creating the book, the process and the benefits he's seeing.

Ep047: A Title That Resonates (Mindset2)

December 18th, 2017  |  42 mins 53 secs

Today we're continuing with the Book Blueprint Scorecard journey and looking at Mindset 2: A Title That Resonates.

If the purpose of your book is to compel someone to say "I want that book. That sounds like something I want." then the title is the key thing that triggers that response. Picking a title that resonates, both gets someone to raise the hand and communicates the promise of the solution.

Incorporating 'pre-suasion' techniques like this can make a big difference.

In addition to this episode, we also recently recorded a book title Q&A call (linked below) that goes deeper into some real life examples.

Ep046: Book Blueprint Scorecard

December 10th, 2017  |  44 mins 35 secs

Today we're following on from the scorecard introduction to talk specifically about the Book Blueprint Scorecard.

I've been excited to share this for a few weeks because it's not only a great scorecard example, but more importantly, it's a great framework to help you assess where you are in creating a great tool for your business.

Over the coming weeks we'll address each mindset individually and walk you through the thinking behind each, the best way to assess your progress, and based on your score, the opportunities you have to mover the needle and get better results.

We're starting today with Mindset 1: Your Specific Target Audience.

Ep045: Scorecards

November 18th, 2017  |  37 mins 5 secs

Following on from our conversations about lead converting books, this week we're talking all about scorecards.

Based on the Strategic Coach tool, a scorecard book is one of the best ways to educate and motivate potential clients to take the next step with you, as it allows them to evidence for themselves, the need for your product or service.

No one likes to feel convinced, and the scorecard approach builds on their understand of what you do to compel them people to take action.

Ep044: Small Business Expo follow up

November 14th, 2017  |  46 mins 1 sec

This weeks show was a great chance to catch up with Betsey on a number of topics that have come up over the last few weeks from current authors and potential customers. All looking to engage more people with a book.

We also circle back to the Small Business Expo from a couple of weeks ago and talk about who was there & the types of businesses creating or already using a a book to drive more business.

As mentioned on the show, Dean's also doing a 'Book Outline' workshop & Q&A call this Thursday. We'll be going through everything you need to create the best outline for your book as well as having plenty of time to answer your questions.

Ep043: Remarkable Service with Mike Mack

November 4th, 2017  |  41 mins 14 secs

Engaging with potential customers is as much an art as it is a science. You can never really be sure what's going to resonate, or which elements of your message will gain traction. That why one of the best suggestions we can make is to follow a 'lean' approach. Get the first version of your message out there as soon as you can, and then make updates based on real world reactions.

The traditional model of creating a book, investing tens of thousands of dollars and months of time comes at the great expense of needing to get it right first time. That is a huge, unnecessary pressure.

Today I had a great conversation with Mike Mack who took that advice and has just released an updated version of his book Remarkable Service.

Mike is a great guy and truly passionate about helping businesses excel through service. For over 10 years, he's worked with companies large and small to identify and amplify skills within their organizations that distinguish them from the crowd, helping them become Remarkable. In a way, it's this skill of identifying what's working, that helped him take the initial version of his book and amplify the messages resonating with his ideal customers.

This is a great show, especially for anyone holding back from getting started, concerned about getting it absolutely right on the first attempt. You could instead have your message out there before the end of the year starting conversations.

Ep042: Planning for the Small Business Expo

October 28th, 2017  |  45 mins 5 secs

Sometimes things happen last minute. You may not have time to hatch the perfect 'evil scheme', but taking a few minutes to plan the experience can help make the most of it and identify opportunities for the future.

This happened this week as we heard about The Small Business Expo in Tampa just a few days before the event. It was worth attending as a guest as we plan more speaking events in 2018, but with 2 days notice, we took some time in today's call to think about the best way to champion 90-Minute Books, and what we can do to plan for this type of opportunity in the future.

The episode is a little raw, but you'll see the development of the ideas as we talk about who's attending, who's speaking, and what we can do to engage people in a 'Minimum Viable Commitment' way.

This is a great opportunity for you think about how to engage at events like this (of course, a book is the very best way!) and you'll hear us talk about what holds people back and what we can do to help you create a book that's perfect for this situation.

Ep041: Sharing Passion with Yvonne Myette

October 21st, 2017  |  33 mins 7 secs

Seeing other people’s passion to help is one of the best things working with the authors, business owners and community leaders we get to work with.

This drive to share their knowledge and help educate others is one of the main reasons people find success with a 90-Minute Book. It creates a connection with readers and compels them to the next step.

Today's show is no exception as I'm talking with Yvonne Myette.

Coming from a background in healthcare, Yvonne is a coach, passionate about helping those she resonates with, thrive and achieve more.

This passion comes across in her book as she shares her journey, and in the podcast as she talks about getting to the point of creating her book and the message it's helping her share.

Ep040: The 3 types of books

October 14th, 2017  |  32 mins 38 secs

We're following on from last week's show today and talking more about the three types of book you can use to generate more business:

Lead generating
Lead converting
Blueprint
Using examples of existing books, we breakdown the different types and their purpose to give you more ideas to generate more business.

Looking at generating vs converting vs blueprint ideas really shows the difference in the purpose and intent of your book and how each is positioned in a slightly different way to move people forward.