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

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.

Ep039: Why a Book?

October 7th, 2017  |  32 mins 32 secs

Today I'm joined by Dean to talk about the real reasons to write a book.

You already know a book is a great idea for your business, but still, many people get stuck on why it will make a difference and this leads to delay and procrastination getting started.

We talk about the 3 types of books that are the best at getting results:

A lead generation book
A lead conversion book
A blueprint book
Depending on who you're trying to engage (remember the acronym for LEADS, Let's Engage And Do Something), one of these 3 types will get results.

The great news is, they can all be created in just 90-minutes of your time.

This is a great show to help reinforce your original thought 'I want to write a book', and help you take the first step.

Ep038: Adding a Price

September 30th, 2017  |  40 mins 4 secs

Every so often we get a cluster of similar questions. That happened recently with people asking about adding a price to their book.

Betsey & I start this show by addressing some of the pro's and con's to this approach before going on to talk about some of the other ways to get your book in front of a local audience.

Adding a price can reinforce a perceived value, but there is the risk of setting unrealistic expectations with people buying your book that could lead to negative public comments. As we're talking about lead generating books, that negative sentiment could unnecessarily impact your 'actual' products or services.
Adding a price to the back cover may be the right decision, but be sure to consider how your audience are likely to interpret it.

We also talked about the book titles workshop replay (link available below) and the Realtor Case Study looking at the time it take leads to convert. The red line on the below chart shows the marketing costs and the yellow lines/dots show when people originally opted in before later converting and triggering a commission (the green line).

It again highlights the value of a lead over the long term rather than looking for short term wins and the best way to compel invisible prospects to raise the hand... Your book!

Ep037: Designing Great Covers

September 23rd, 2017  |  37 mins 46 secs

The design of your cover is an opportunity amplify your title and one of the most important ways you can get the attention of passing 'eyes'.

Designing something that achieves this without being distracting is both a skill and an art.

Today I'm talking with Glen Linton, one of our two in-house designers. Having created close to 200 covers, there aren't many subjects Glen hasn't created a cover for.

This is a great call, not only for someone looking to design their own cover, but also for people working with us, as we talk about some of the key pieces of information that help Design create a Killer Cover for you.

I also mention the Titles Workshop we're doing with Dean Jackson on Wednesday 27th. Picking the right title is the most important factor in getting people to raise their hand. Wednesday's call will give you an insight into the important elements of a great title and give you the opportunity workshop a title with Dean directly.

Ep036: Better Conversations with Dr.Sunny

September 16th, 2017  |  39 mins 30 secs

Even a complicated subject can be simplified through a book, to start a conversation and predispose people to take the next step with you.

Today, we're talking with Dr. Sunny Kim, the President of Progressive Rehabilitation in Cedar Rapids, Iowa. A practice that specializes in the non-surgical treatment of spine, sports and musculoskeletal pain conditions.

It was a great call and especially interesting to hear how he's using his book, 'The Ultimate Non-Surgical Knee Pain Solution' to begin to educate patients about this relatively new and technical procedure.

This understanding helps potential clients self-select, predisposing them to the next step and ultimately leading to much better conversations.

Ep035: Filling the Void

September 9th, 2017  |  40 mins 10 secs

We often talk of creating a book in terms of identifying your current clients, researching the information they're looking for and creating something of value for that group.

Today, we're looking at another approach and the opportunities to write something valuable, triggered by an external change.

Our main goal is to identify invisible leads and being there to offer helpful information when someone suddenly realizes they need to 'do something' is a great way to do just that.

Whether this is a time based event, or a change caused by policy, legislation, technology or environmental issues, change often creates an information void for people and presents the perfect opportunity for you to fill it.