High-Trust Business Podcast

Most financial advisors write books to attract individual clients. Jonathon Schultheiss took a completely different approach.

He wrote "Become a 401k Superhero" for employees, but sells to HR and finance executives at companies. While competitors pitch 401k management services, Jonathon shows up with proof he can actually help their people. The book becomes his differentiator in enterprise sales.

Jonathon's framework goes beyond the book. He's built an entire system around helping employees maximize their retirement savings, and the book is just one piece. His passion for genuinely helping people comes through in everything he does.

You'll hear how he developed something he can refine and improve over time, rather than treating his book as a one-and-done project.

Show notes: https://mrstuartbell.com/podcasts/htb/119-become-a-superhero-with-jonathon-schultheiss/

About Jonathon Schultheiss: Website | LinkedIn

Your Book Is Closer Than You Think — You already say everything that needs to be in your book. 90-Minute Books turns it into a done-for-you lead generation tool. Get the Free Book

Today on the Book More Show, we answer the question of what to write when you don't know what to write!

November is NaNoWriMo, a long-running organization that helps fiction writers complete their novels through November by providing support, resources and a framework.

If you have a great idea but struggle to complete it, their step-by-step guidance dramatically increases the likelihood of getting it done.

Likewise, if you have the idea a book is a great tool to help build your business but struggle to decide what to write, then our 5by5 Method is the perfect way for you to create a compelling book that leads people toward working with you.

Check the show notes for the steps to create your 5by5 book.

You know a book would be great for your business. You just have no idea what to write about.

This happens to almost everyone. You're an expert in your field, but when it comes to organizing that knowledge into something people actually want to read, you freeze up.

Here's what you'll walk away with: a clear framework for identifying the five questions people ask, the five they should ask, and five action steps they can take. Plus how to create follow-up emails that keep people engaged and five places to promote your finished book.

After working on more than 1,200 books, I've seen this same pattern work across every industry. The method removes the blank page problem and gives you a structure that naturally leads readers toward working with you.

Show notes: https://mrstuartbell.com/podcasts/htb/118-what-to-write-when-you-don-t-know-what-to-write/

Is Your Book Ready to Collect Leads? — Most books sit on a shelf. This scorecard shows you if yours is set up to start conversations and bring in clients. Take the Scorecard

We get more questions about book titles than almost any other subject.

It makes sense - Your book title is the thing that stops someone doing whatever they were doing long enough to think, 'I want that...'

Today on the podcast I want to share the video I recorded for Mindset 2 of our Book Blueprint Scorecard: Choosing a Title That Resonates, where I run through 5 book title formulas that help you create something that compels people to get a copy.

Being in conversation with those pre-disposed to work with you is the secret to a valuable email list, and offering a copy of your book is the perfect start to this journey.

(AI transcript provided as supporting material and may contain errors)

Stuart: Hey everyone, welcome to another episode of the Book More Show. It's Stuart Bell here, and today I want to share something a little different. I want to share with you the video that we recorded for the second mindset in our Book Blueprint School Cards, and that's picking a, or choosing a title that resonates. So you know, we get questions about titles probably more than any other individual subject, and it stands to reason, because that's the thing that stops people in their track and really gets them to have that I want that thought in order for them to get a copy of the book or join their email list. So it's the most important part of the whole project because it's that first kind of gatekeeper stage. So in this video we're going to run through the five booktile formulas that really help you create something that compels people to stop and take a moment to request a copy. It's the option to build the list that really makes a difference in whether this whole book project is valuable or as valuable as it can be, because, after all, what we're trying to do is not sell copies of books. What we're trying to do is build your list, establish you as an expert in the field and really get you into conversations with people who are predisposed to work with you in the future. So this is a great episode. If you're listening just on audio, recommend going across to the website to see the video, because there's some slides that are supporting this and that's at 90minutebookscom. Forward slash podcast forward slash 117. So head over there and I will see you on the other side. Hello everyone, welcome back.

We are going to dive into Mindset 2, picking a title that resonates. Now, mindset 1 was all about picking that target audience and the first element of that was the job to work, understanding what we want the book to do. So that helps inform the title, because what we want to do is get people to stop when they see the title and it triggers within them and I want that response. So you can think of the title as the headline of an ad or the headline of an article. It's the thing that stops them in the track. It's results and outcomes focused so that people, when they're thinking about a challenge that they've got, when they're searching for it, when they're in an environment where your message can resonate with them. So we've matched up the message that we're trying to put out there with the problem that they've got. Then the title of your book is the thing that stops people in their tracks and says, ah, I want that. So let's dive into this exercise, this overview the idea of the title being a headline is a much better way of thinking about your book title than perhaps a traditional book.

We've been doing this now for a number of years. We've, as I said, the welcome video. We've found over 800 books get created. So, as you can imagine, we've seen a lot of title options and people coming with various ideas about what they want their title to be. There was a spate a couple of years ago of people wanting to ensure obscure one word titles that I can best describe as people trying to be clever. It kind of mirrored something that was happening in the traditional publishing world. So I think that's where people will get in the idea from. But the problem is that it doesn't do what it says in the tin. If someone sees that book title going past, it doesn't make people stop in their tracks and say I want that because they don't understand what it is. The problem, I think, comes down to people not thinking about a 90-minute book, a book for a specific purpose, in the same way as they would a traditional book.

A traditional book is usually there for entertainment. People are in bookshops. They're browsing shelves. They're looking on Amazon and browsing the shelves there they're seeing celebrity names or names that they recognize and a clever short title. That my kind of engenderer. I wonder what that is. Response is very different from I want that.

For us, we're talking about creating a book that moves people towards an outcome, that has a specific job of work. What we want is the. I want that response, not necessarily the. I wonder what that is. Because that's to. We're not looking to entertain people With the best one in the world. We're looking for it to be informative and move people forward and help people to take the next step, not to entertain them. If we're looking to create a traditional book, a storybook, then this framework isn't necessarily the best fit, or obviously you can use elements of it to inform it. Our focus is a job of work, moving people forward.

What we want is the title to be more like the banner headline in and out Google ads, facebook ads, blog posts headlines, newspaper headlines. We want it to be short and obvious. We want it to be clear. As I said before, we want it to do what it says on the tin, which is a throwback to an old commercial in the UK. We want it to be based on that job of work that we've defined in Mindset One and resonate with the audience that we defined in Mindset One. Thinking about it in that way makes much more sense. It's much easier to think about it as a headline than as something that's clever and will get people talking, because people aren't going to be talking about your book because you're not a New York Times bestseller. That's not what we're trying to do here. What you want is them say I want that outcome. That response that we're trying to trigger in people is the recognition. We're trying to match the language that they've got, the promise that they're having the thing that they're trying to resolve, with the thing that you're offering.

Attention is short and, depending on where you're advertising, it's quite possible that you're going to be running Facebook ads or ads in places that aren't based on intention search. So let's look at that for a second. Intentional search are things like Google, where people are looking, searching for a specific thing. That's not necessarily the same, or not at all the same, as ads that pass by in social streams, so like Facebook or LinkedIn or Twitter or forums or chat areas, chat spaces, communities that you're in. What you need to do is interrupt their pattern and match with the thought that they're having, rather than answer a specific question that they're searching for. Now, obviously, depending on where you're running ads, both of them are served by the idea of a headline title as opposed to a I wonder what that is title, but you're really trying to trigger that response and match it with the language, capture the attention of people who are passing by enough for it to be a feed stopper that we sometimes refer to as that idea of it being a feed stopper is served by using the language that we identified in mindset number one.

The other thing that we want to do is focus on benefits and our features. This is a marketing terminology or a frame of mind that you'll probably heard of. Before describing the outcome and what people will get from something, the kind of experiential language as opposed to just numbers or features or a list of a list of inside mechanisms rather than outside mechanisms, it's going to resonate with people more so. One obvious example these days is Apple's marketing. Many people are aware of Apple's marketing campaigns and how it's very much emotional and feelings-based and experiential, as opposed to an old PC manufacturer where they're just listing the features of the graphics card or the size of the memory or the number of ports that it's got. That type of emotional engagement is what we're looking to do, because we're looking for that feed stopper response.

The other way of thinking about it is solutions are better than problems. So what we're trying to do is lead people to the outcome. We're trying to remind people that there is a solution to their problem. So focusing the title on the end result, the positive, beneficial outcome, the benefits that they get, rather than the features, is much better than focusing on the pain and the problems. Now there is an element of marketing that says that fear of missing out or fear of losing something is more of a driver than a potential outcome. But I don't necessarily believe that. For a start, and depending on what your marketing, what your market is, that definitely could be more of the case. So it's worth thinking about. But generally speaking, from a experiential and positivity and outcome and moving forward perspective, people much more likely to engage with that light at the end of the tunnel rather than a fear-based approach of you'll have a very bad outcome unless you read this. So obviously it's not one-times-fits-all answer. There is some elements of it, that's true but as a general approach, much better to focus on that positive outcome and the success that they'll get, the end result of the thing that they're looking for, rather than the nuts and bolts of the detail of the pain that they're trying to avoid, because we're trying to help people move forward at the end of the day.

The feed stopper test I've touched on already. But it really is this idea of a lot of the advertising, a lot of the places that you're going to put your book, when you think about all of the opportunities you've got to share the message. It's not necessarily in the intentional search Google space where someone's searching for an answer. It's much more likely to be in the soft reference type area of someone's Facebook feed, something, an article, something, in LinkedIn referral campaigns, of passing this information to someone else, all of these things. It's not that the person, the recipient, is looking for the answer, necessarily, but the language that they use when they're in an area where they are talking about their problem or they know that they've got a problem to fix. We're really trying to interrupt that, which then, also by virtue of the fact that we're using positive language and we're describing it. It does what it says on the tin. If they are intentionally searching for something and they do find the book that we've written, then it answers that question as well. So coming to it from a Interrupt perspective rather than a search perspective is the more beneficial way of doing it.

Okay, so we're going to dive now into the five book title types that we're typically talking about. So again, over all of our experience, we've identified five types that really resonate with people, and it's a great way of thinking about categorizing your book into one of these five types. The first one is the kind of name it and claim it idea. Now, this is very much defined as a kind of a manifesto book. It's introducing the idea and it's allowing you to own the category. So some of the examples, some of the popular examples We've picked some here that you've probably heard of before. So Dave Ramsey's financial piece financial piece sits, names it and claims it in that term, like before our work week, those terms and claim that bit of the industry, claim that, that framework for themselves. The same with the 90-minute book. That's the terminology that didn't exist before. It's something that we've claimed and own for this particular Approach that we've got. So you might have the same. You might want to have a framework and methodology that you can build a lot of the rest of the funnel around that names it and claims it.

The second one that we talk about is the just do it. So this is more Instructional. It gives people an idea of the benefit, of the outcome of a solution which is just very specific do this, so think and grow rich, stop your divorce, w dating. These are all very much just do it titles, because you're instructing someone in the outcome that they'll get if they read the book and take the advice that's in it. So the third is then how to? So this is Super obvious, both in terms of the definition and the words that are on the title. So these are very much Solutions focused ones. It's how to do a certain thing.

So this is for the mindset of people who their problem, their challenge, is a name, a named thing, something that they would recognize. So how to win friends and influence people, how to get listings, how to be the best barefoot skill on your lake, all of those things resonate with those people who already understand that language. So the book that you're thinking of my well-fitting to that category. If it's very specific language that you're trying to fix, this example is probably more of a narrow outcome than than some of the broader. Certainly, the name and claimant manifesto book is pretty broad, but whereas this is trying to much more narrowly fix narrowly fix their problem.

So number four this is a great one if you have access to the data that allows you to do this, because it's very Timely and specific, is very mutually charged. You're presenting data to people. It's not opinion. Obviously, you might add opinion to it, but it's very much when people are in an information gathering stage, this seems like independent information. It will help them move forward. So some of the examples here the 2021 Social Security Guide, 2021 guides, us hockey scholarships. 2021 guide to wind tavern, lakefront house practices All of these books are these, these particular ones.

So these are all ones that we've worked with people on to dial in that particular access to information that they've got, presenting it in a way that the audience is gonna Resonate because they understand what is and they'll get value from it, because it's seen as presenting kind of charge, neutral, independent information, with then a close and a call to action of the next step to take. So, people, if you have got access to this information and you can package it in a certain way, then people resonate with this because it really moves their journey forward. This is much more of a. This very obviously works, sits in as a slightly more on a conversion tool, if you think back to mindset one we were talking about, where the types of books, the job of work, this type of book can work for work very well as a conversion tool because you're not introducing a new idea. They're aware of it already, but you're moving them forward, presenting data to them, which Is kind of self evidently moving them towards your call to action.

So the fifth is question magnets. Now, these are a great opportunity to write something if you don't necessarily have your own framework, so you're not trying to name it and claim it. If you don't have a lot of access to proprietary data, if the industry that you're working on isn't really a data driven Area, so you're not providing a guide to people, you're not correlating and bringing together a lot of information in an easy to consume way, but this is answering questions that they might have, things that are pressing on their mind In the area that you're trying to help them. So what to expect when you're expecting hugely successful book for anyone in the maternity space? That question is on everyone's mind. How much is enough? Another fantastic question that's on the mind of everyone that's thinking about retirement, whether they're approaching retirement or whether they're in the early stages of planning. That question is something that's going to be. It's going to be a very early question in people's minds as they're thinking about doing something, not necessarily early in the overall process, but early in thinking about doing something.

What to do after dental school another fantastic example of something that is very specifically on people's minds. It's not data driven, particularly you're not trying to dominate a whole category, but as someone who's trying to engage with people who are coming out of dental school, this title perfectly resonates with that entire audience. So those are five question. So those are five title types that we talk about. And as you think about your own title, just if it fits into one of those categories, because if you can tweak it slightly so that it Better serves our audience, knowing again what the job of work is, who the people is that you're trying to engage with and what the next step is. These are much. This gives you a great opportunity to dial it in and not run the risk of going down.

The traditional publishing group of trying to put a clever title up there might stop someone on a bookshelf in order for them to pick up and read the back of the book, because that's not the framework that we're working in here. So we're going to wrap up there. There are more resources that you can head over to dive into this particular mindset a little bit more. So if you want more reading on the subject, then head over to the five book titles formula dot com the URL at the top there because we've got a whole book, a field guide that we wrote about these five book title types, which goes into a little bit more detailed and we've got time to do here. And then also we did Dean did a book titles workshop, which is up on the resources section of the website. So head over to 90 minute books dot com and follow the workshops link when we've got a book titles workshop where Dean goes into some of these book title types in a little bit more. And then there's a whole Q&A session that followed where he was answering questions from people on the call.

So, again, if this is something you're struggling with or you want to kind of get more, think about it a little bit more than definitely follow along with those two resources and there's lots of opportunity then to dial in your idea within the framework of the five titles, as always. If you want to ask us some questions, then head over to now minute books dot com. We've got some additional resources there. There's our contact details on there as well. You can start on me an email, always happy to answer questions as much as I can, and if you want to jump on a strategy, call, again happy to do that as much as time allows. So give a call to the office or drop me an email and we can schedule time. Okay, so with that, I will see you in the next video. Okay, so with that, I will see you in mindset.

Your book title isn't literary art. It's a headline that needs to stop people scrolling and make them think 'I want that.'

After creating more than 800 books, I've seen every title mistake you can make. The biggest? Trying to be clever instead of clear. Those obscure one-word titles might work for bestselling novels, but they're death for business books.

Your title needs to work like an interrupt pattern. Whether someone finds you through intentional search or sees your book in their social feed, you've got seconds to match the problem they're thinking about with the solution you're offering.

I'll walk you through five proven title formulas that turn browsers into readers. You'll learn why benefits beat features every time, how to speak your audience's language, and why your title should do exactly what it says on the tin.

Show notes: https://mrstuartbell.com/podcasts/htb/117-choosing-a-title-that-resonates/

Your Book Is Closer Than You Think — You already say everything that needs to be in your book. 90-Minute Books turns it into a done-for-you lead generation tool. Get the Free Book

Today on the Book More Show, Betsey & I talk about the idea of using your book outside of the clients you can personally help, by white labeling it, allowing others to use a version in their marketing, and obviously pay you for the service!

This works especially well if you are a business coach or have clients already paying you to help with their marketing, but it can work for anyone who has a book, or can create something business owners would pay to use.

We wrapped up talking about when it makes sense to take this a step further and white label the actual 90-Minute Book process. If you have a framework that helps people find more clients, and a book would help that success, then white labeling the 90-Minute Book process could be a great way you can help your clients create that book.

It was fun to dive deeper on a topic we're help more & more people with.

(AI transcript provided as supporting material and may contain errors)

Stuart: Hi, welcome to the Book more show. I'm Stuart Bell and today Betsy and I are talking about the idea of using your book outside of the clients, that you can personally help by white labelling it and allowing others to use a version in their marketing and, obviously, paying you for the service. So this works especially well if you're a business coach or have clients already paying you to help with their marketing. But really it can work for anyone who has a book or can create something that other business owners would be willing to pay for. So we wrapped up the conversation talking about when it makes sense to take it to the next level as well and white labelled the whole natural 90 minute book process. So if you have a framework that helps people find more clients and a book would help people be successful with that framework, then white labelling the 90 minute book process and allowing us to do the production work could be a great way of helping those clients of yours create the book that they need to make the most of your system. Okay, so it was a fun episode always good to dive deeper into a topic, especially one that we're helping more and more people with. So looking forward to sharing this with you as always.

Betsey: Good.

Stuart: Great, I think it's podcast time.

Betsey: Here we go.

Stuart: I know right, great call with Dean. Last week we dived down to the studio over in Winshaven and ran through some great ideas. We had a long list of things we were going to do, a couple of short sessions, but we ended up starting by thinking about whether it makes sense, or when it makes sense for someone to write a book, and then that took 45 minutes.

Betsey: Nice, that's great. What do you want to talk about today?

Stuart: This week. I thought we would talk about white-level projects because two separate conversations I've had with people this week it's come up. So it's definitely an idea worth pursuing because it's surprising there's so many options and such a wide variety of opportunities that it creates that it's always surprising how the conversations go. I don't think I've had a white level conversation with two people. That's been the same over many years that we've been doing this.

Betsey: Right. Yeah, it's definitely a great tool. I'm excited to dive in here.

Stuart: So I think the first place to start is thinking about what, as I guess defining what we mean by a white-level project is so many variations, but the two main camps that it's all, the two main approaches that it breaks down to, are white labeling an existing book, so a book that you've created the one version of, and then allowing other people to use it.

Betsey: yeah, no. I think those are definitely the two. I was trying to think of the ones with white label recently, but you know, and they fall into those categories. So I think most you know it was maybe 50, 50, maybe a little higher on the, you know, using the existing book and letting someone use their same book, but the possibilities are endless with that, you know, I mean you know to do so people get excited about it.

Stuart: Yeah, I think, as you say, it's probably the more common use case and the easier to do. It takes less. There's less orchestration around it. So let's dive into that one first. The example I'm going to use is one of the books that we use internally on the real estate side of the business. So they had to sell your house to top dollar book. So as a piece of information that was written first for one person and then many people were allowed to use it. It's the easiest example because most people are aware of, even if they haven't bought a house. They're aware of what real estate agents do and it's just an easy one to explain. So with that initial version of the book was written as a way to engage potential seller clients for a realtor. So the position that the book sits in the O4 funnel is, as you're there, trying to market yourself, engaging with people when they're early in the discovery process is a great way of starting that relationship so that when they're eventually ready to take an action and do business with you or look for the service that you provide, then you're front of mind. You'd already started with building reciprocity and rapport and adding value to the people's lives.

Betsey: As they're done, I think that's sorry, you look at the top dollar book and that is that we do and it we just we don't touch anything on the inside. It's just the information items that are there, the name, and that we do put their contact information. But like I think about some of those books and that's one of the people I do ask a lot like how much do I let somebody change?

You know it's a little easier, it's a little more people relate to it a little bit. You know numbers and such definitely.

Stuart: It's definitely the position to start from because of that complexity and oftentimes people are adding in complexity unnecessarily. Now that tax example was unavoidable because it was talking about inheritance thresholds and they stay by state. It changes whether there's inheritance tax and the amount changes as well. So the whole book was around that inheritance type positioning so that one was unavoidable. But oftentimes people add in complexity because they've got this mentality of they need to put in. It's like the books generally people overestimate how much they need to put in and the level of detail for book if it purpose is to start the conversation, the objective isn't to convert people within the words of the page. You're not charging people $20, so you need to provide every conceivable amount of value and detail you can imagine. It's not an academically peer-reviewed textbook that needs to be complete. It's a book to help you build your business that starts the conversation and builds rapport and gets people to the point that they're raising their hand and having a conversation where you then go into all the details. It's like the 90-minute book or the book blueprint scorecard, which even that one's more detailed because it goes in. We're trying to help people do a number of these steps but we know as the production element. In the background there's a thousand other questions that we need to ask people or we need to make calls on. Trying to include all of that upfront is unnecessary. So I think it's definitely the case that people get, because they're in it every day and they know the numbers or know the knowledge, it's natural to think that I have to include a lot of that stuff.

Betsey: Right, that's a good reminder on that. But, I'm also going to go back to you saying about keeping it more generic. That seems to be hard for people.

Stuart: You know, I think it comes from in part. The benefit of a book as a lead generation tool, as a way to build your business, is that a book itself still has a lot of perceived value around it which is greater than the actual product, greater than the book itself. So there's still this element of being published, having the words on paper, it being something that's created. People think that's a bigger thing than we know that it really is. In the age of kind of underband printing and publishing just being much more democratised, which obviously is what we're trying to do we're trying to remove the gatekeepers, but still people perceive a book as having passed through those gatekeeper stages. So for us as business owners, knowing that there's an extra boost from having it, that's one of the benefits of creating it. It's not just that you're sharing information, it's that the information has an extra shine, an extra glow to it because it's in the form of a book. But people get tripped up because on the one hand, they know that and want to do this project because of that very reason, but then flip back into the mode of oh well, if I'm writing a book now, I've got to go through all of these stages and gatekeepers and it's got to meet all of these minimum requirements. And if I didn't put everything in there then people aren't going to almost like an imposter syndrome thing. If it hasn't got all of these things, then people aren't going to believe that it's true or believe the words that are in there. But that's not the case.

Betsey: Yeah, exactly I think you just said I talked about. This is something when I have a phone call with somebody and they're asking about a book, be it white label or whatever they. When someone says I don't even care if they read the book A lot of people don't they will pick up a book. I'm notorious for this Pick up a book and I'll. If it's like a self-help or some sort of generic book versus a novel, I'll look at the cover and I'll look at that cover and I'll kind of skimp through the table of contents, look, oh you know, and then I find myself going to the website that's on the back, or Google.

Stuart: Right, exactly Because it's the job of work is different. A novel, the job of work of the novel, is to be entertained. You're buying it because you want to be entertained. You're buying it because you want to read it and have the words stimulate. Why would they stimulate in your brain? And it entertains you.

Betsey: No, that's all good information there for people to hear.

Stuart: When we were talking, I was using the samples there of the book having a glow about it. It's got an extra magic because it is printed pages. It is worth mentioning as well that whether we're talking about print or digital, that's less of a definition these days, because a book doesn't necessarily just mean a physical book that's on paper. It also means a digital version of the book and to keep that magic going. That's why the digital versions of the books we create for people are formatted with left right margins and with all of the kind of in between pages. The blank pages are still in place. Because we want to keep that magic going.

Betsey: We never use the term ebook because it's a pointless definition.

Stuart: People love that term yeah yeah, exactly so I think, the digital version of the book. I'd love to send you a copy of the book. I'll send you a digital copy of it, adding in extra words like ebooks, or formatting it in a different way. It just definitely takes the glow off the thing that we're trying to create.

Betsey: I think people like when I not so much me, because I work in this environment, so I know but people say to me a lot like, oh well, I don't just want an ebook, because they view that as like something that somebody's stapled together in the office or ebooks.

Stuart: You know it doesn't have that glow, I mean I like that.

Betsey: You say glow. It doesn't have that you know, but here's a digital copy of my book. I mean, that's exact same thing. But it's always gets people excited.

Stuart: But the positioning that Robert Cialdini book Pre-Swasion I don't think it's a little while since I've read it. I don't think it specifically uses that as an example, but that whole premise of pre-charging situations with the outcome in mind. If you say to someone, oh yeah, I'll send you a digital copy of my book or I'll send you an ebook, they're going to look forward to sending, look forward to receiving a digital copy of the book, but are they going to look forward to receiving an ebook in the same way?

Betsey: I mean it's just unnecessary undervaluing.

Stuart: So, from the white label perspective as well, if you're going down the white label route, then your part of your job of work is marketing that book for the clients or selling the benefits to the clients that they marketed themselves. So language like this if you're offering a white label book as part of your solution, definitely don't refer to it as an ebook. And then the choice of whether you allow people to use digital copies or allow them to use physical copies Again, think about how that sits in the context of how they're eventually going to use it. So if all of the rest of your marketing is around Facebook ads, opt-ins and email, then having building physical copies into the program isn't necessarily the most useful, because none of your other marketing talks about physical copies. But on the flip side, selling your product as the coach, selling your product to the florists that you coach of having a book as part of the marketing campaign, you probably need to include a physical element because, as the recipients, as the people who are paying you not the end clients, but the florists who are paying you if you can give them a physical book, that product, that marketing product, seems more valuable than saying, oh, we're just going to create a digital version of the book, because they'll perceive it as different. So thinking through each stage of this and what the job of work of each element is super important, which is why we say that there's a million different maybe not a million, but there's lots of different variations of what the product, what the white label product could be, and depending on what you're doing. This is why we have conversations with people to set up the product in the way that makes the most sense. But definitely think in terms of the digital book.

Betsey: One thing that I do for the florist.

Stuart: I mean, we haven't I don't think we've ever worked with any florists, which is I don't know whether I use that as the example, because there's no risk that I'm accidentally talking about client details. Right exactly, or whether it's we should find more florists to market to, but sticking with that as an example. So that book idea is seems like a great idea. I'm not that into flowers, so Lucy is very much so more than me, but yeah, so I'm not that into it. That as a subject seems like an interesting idea because knowing that as a florist, a decent amount of my top revenue producing business is going to be weddings, because you add a zero on the end to anything that starts with wedding at the zero on the end, so that seems to be a high margin business. There's lots of them going on. They're not particularly. Weddings themselves aren't necessarily impacted by the economy. Wedding budgets might be, but weddings themselves aren't.

Betsey: Flower review yes.

Stuart: That's the one with not being too into the subject, did you kind of? The framework of the idea is very clear and very successful and very the details might get lost in the language Exactly.

Betsey: Don't worry about that.

Stuart: Yeah, go ahead so yeah, I was just going to wrap up that first example because again I ran long slightly and got carried away on that particular example. But so, white labeling a book, let's just quickly recap and then we'll go on to white labeling the service briefly. So, white labeling the book, we want. You, as the white labeler, are selling the service to the clients that you work with, so the people in the business that you're writing about. So if you coach florists, it's the florist that you're selling to, not the florist's clients, not the end consumers. So to build that white label package, you've got to make it worthwhile and appealing to the florists themselves. But in order for the project to be successful, it also needs to work for the end user, for the clients. So, in terms of writing it and then executing on the white label projects, you need something that's valuable but relatively generic and universal, and something where there's an obvious call to action and obvious next step that the end users can take in order to identify themselves as potential clients. So that way you can sell the idea of the project, the idea of the white label book you can sell out to the florist clients and they can see some value because they can see the asset that will be created in a way that would be difficult for them to do themselves, or constantly or time consuming, and they can see that there's a clear step to the end product.

Betsey: No yeah.

Stuart: Consider putting their picture on the front, because it might be the black hat example.

Betsey: Right, exactly.

Stuart: Okay.

Betsey: Next up is white labeling the service.

Stuart: Yeah, white labeling the service, so this is less frequent. So we've got a couple of people that we've done and are doing this with. So this is for organizations that have got more of a. It's a higher cost product at the end of the day.

We always want to start with the introduction, which is a background to you how you got into floral arrangement, why you're passionate about flowers in this area and all of the people that you've been able to help. Then you want to talk about the working in the northeast means that a lot of people come wanting these particular arrangements that they see in Instagram, but all of the influencers are in California. Those flowers just aren't available over here. But we've worked and have worked out the Massachusetts equivalent of all of these Instagrammer's influencers images so we can help create that model. And then in the book, talk about a framework of how you set that up for you particular, how you have sourced those flowers, how you interpret the design and then whatever the closes and the call to action around your thing. So white labeling the service as knowing what that structure is, what the framework is that the book hangs on. We can then bring the clients through, asking them those very similar questions that mirror your exact framework.

Betsey: It does and I think you know I mean both are great options. Just depends on where you are, I think you know, in your business or with your specific group. But it really is such a way for someone to get a book out there and not have to put in all the work you know.

Stuart: And it's potentially a stepping stone to something later. I mean having the white label book version now. So you've got something that's out, there, it's. You can almost test all of the funnels and emails and the follow up campaigns and lay all of the track with a white label product and then, if you previously self that it's effective, you've got the opportunity to really dial it in for the specific market that the white label book doesn't come out, the white label book doesn't cover. So the $10,000 of wedding flowers for a thousand on a thousand dollar budget, that's great for that particular funnel.

Betsey: Absolutely.

Stuart: Cool. Well, I think we did the white label subject yeah, that's great.

Betsey: I think, yeah, people listening, hopefully our clients that have already. They, like you said, you've written a book, it's there, you've been using it, you're ready to take the next step, like, okay, this is, I want to offer this to people. Let us know we're. You know that's an exciting thing to do and it's fun to see how many other authors come on board and you know, with the white label project so.

Stuart: Yeah, definitely, if you just send an email to either support a 90 minute books or to me at Stuart S T U ART Stuart at 90 minute books, and we can jump on a call and just smash out some of the details. But yeah, it's exciting and of all of the people that we've seen do this, I think that I mean some of them have had more success than others. Obviously, I don't think anyone's been disappointed in the project. I think some of them have been relieved that we've helped them simplify and streamline it, but it is a pretty quick process to get set up Cool.

Betsey: Okay.

Stuart: Well, thank you for your time. It's always better and everyone thanks for listening. Definitely, if you're interested in white labeling, just shoot as an email. Or if white labeling is not for you but you do have a book that you're waiting to get started, then now is definitely a great time to do it, as everyone's getting back to the office after the summer. Things are picking up again as we head in towards the fall. So, yeah, just reach out to us at support 90 minute books or head over to the website and we're here waiting to help. Okay, thank you, and we'll speak in the next one.

Your book doesn't have to stop working once you've written it. There are two smart ways to turn that content into additional revenue streams through white labeling.

The first option is simpler: take your existing book and license it to others in your industry. Real estate agents, business coaches, consultants. Anyone who could use your proven content with their branding and contact details. You create it once, they pay to use it.

The second approach goes deeper. If you're already coaching or consulting, you can white label the entire book creation process for your clients. Your framework helps them get results, but a book would make those results even better. Instead of just pointing clients elsewhere, you become the solution.

This works especially well if you're a business coach with clients who need better marketing tools. Your expertise plus their book equals better outcomes for everyone involved.

Show notes: https://mrstuartbell.com/podcasts/htb/116-additional-revenue-by-white-labelling-your-book/

Score Your Own Funnel — Find out where your funnel is strong, where it's leaking, and what to fix first. Takes two minutes. Take the Scorecard

Today on the Book More Show I caught up with Dean Jackson at the studio to talk about some of the reasons you should be writing a book for your business.

Dean & I talk every day, but we don't make enough time to record, so it's always great when we get opportunity to sit down and go deep into some of the ideas.

We talk about why a book is the best tool to find people you can work with, how to think about starting a conversation rather than selling a product, and the pitfalls to avoid if you're looking for the benefits of having a book without the traps of traditional publishing.

If you're listening to this in the podcast feed, definitely checkout the show at 90.minutebooks.com/podcast/115 to watch the video.

(AI transcript provided as supporting material and may contain errors)

Stuart: Hey everyone, welcome back to another episode of the Book More show. My name is Stuart Bell and today I caught up with Dean Jackson here at the studio to talk about some of the reasons why you should be writing a book for your business. It's a great conversation. Dean and I obviously talking every day, but we rarely make enough time to sit down and record, so it's great to have this opportunity to dive into the ideas in a little bit more depth than we usually get a chance to share with people. So a great show.

We talk about why a book is still the best tool to help you find people you can work with. We looked at how to think about it as starting a conversation rather than selling a product, and we dived into as well the pitfalls to avoid If you're really looking for the benefits of having a book without all of the traps and problems with traditional publishing. So a lot of great ideas, some great insights to take away. If you're listening to this on the podcast feed, also suggest checking out the show notes at bookmoreshow for episodes 115, because we've got the video that we recorded of the session up on the web page so you can watch along. Okay, with that, let's dive into the show.

Dean: So I thought it'd be a good idea for you and I to talk about how to help people know whether it makes sense for them to write a book to grow their business.

Stuart: That's easy.

Dean: Yes, you know, this is something. We've been doing this now for maybe 10 years Is that right, almost 10 years. We've helped over a thousand people write books to grow their business. We've got some amazing hits with that and I've been such an advocate for these small books that can really grow your business. And when you think about the modeling by example, when we look at the 90 minute book as the perfect example of how to use a book to grow your business, we're not doing we're not kind of convincing people to do something that we haven't done ourselves. You know exactly it's.

Stuart: that evidence based brief of this is exactly what's built this entire business.

Dean: So when people talk about or going through the process of deciding whether they should write a book, whether they could use a book for their business, I really it comes down to three things. The three questions that they need to know is how long is it going to take me to write a book? That's one thing that people want to know is how much does it cost to do this and what's it worth? What's the upside of having a book like that?

Stuart: That last point is almost the one that people forget to ask a lot of the time, because they get so caught up in the process of doing it. They forget about the purpose, the job of work. Why are we doing it? Yeah, and when you add that into the equation as well particularly I mean we've got 20 or 30 books around here, but hundreds at the office when you think that the majority of the lifetime value of these clients is in the thousands of dollars, and it really puts in perspective all of the other questions.

Dean: Yeah, I mean, when you look at so you look at this one book this has, let's say, driven millions of dollars over the life of doing it One little book. We've got other books that I personally use in my own businesses that have generated millions of dollars, all from these small little books. So I think you said it, a good thing is to think about the job of work. Why are we even having a conversation about writing a book? And so often I think people get this misconception that they've got misguided objectives. Yeah, and sometimes they think when they think about writing a book, they think about writing this big book that's going to be a New York Times bestseller or an Amazon or Wall Street Journal bestseller. That's their goal and we've you've known, and I know personally, so many people that have gone through the process of writing a book, working so hard to try and get it on the New York Times bestseller list.

Stuart: How is it a great, how is it a great point.

Dean: And let's not forget that it literally you're not just going to write a book and it's going to get discovered and catapult to the top of the New York Times bestseller list. Yeah, if you're going to write a bestseller, you've got to have a budget for doing that in the hundreds of thousands of dollars. You've got to have a platform with reach to at least 100,000 people.

Stuart: When you look at publishing contracts, it's like music contracts publishers traditional publishers want to take on clients who have got that reach already Right. So to have that is an excluding factor. Yeah, the success of others is based on work done outside of book. I often talk about what's the product. Product of a book, like the 90 minute book or Selmo listener, isn't the book itself. I'm gonna sell this on Amazon for ten dollars, right, because this is going up against other ten dollar Right, and the value proposition to make that sale is Not what you're interested in. You're interested in client. The product of this book is a client, yeah, the book itself, and that's. People think about publishing in the writing book in the traditional sense, for the traditional reason.

Dean: So I think if your goal, if you're famous Already right and you've got lots of money and you've got a lot of time and it doesn't really it's the objective is that you want to get more famous or get more sort of what's the right word, it's, in a way, credibility. There's something that comes with being a New York Times best-selling author. It's absolutely true. You can't deny it. If there's somebody who's got a book that's a New York Times bestseller, you're gonna look at them differently. You're going to be able to forever introduced as New York Times best-selling author Stewart Bell. Now, if you're not already famous, if you're not already a big deal and you've got lots of reach and people know you are, you've got relationships with people who have reached to millions or hundreds of thousands of people to help you get to that point when you've got to sell 40,000 books in the first week, or so to get on the list right.

So you think about how many people have to know about your book to get to that, and you've seen the pattern right. Like people, they spend all this time writing the book, going through editing, doing all of these things, getting on every podcast. Imagine if you're, if you have popular Podcasts that you listen to yeah especially in the business arena or in the personal development arena, you can tell when somebody's got a book coming out, because they're on all your favorite podcast Telling the same damn story.

Yeah, this time the same things. And in the book, pre-order your book. It's available now on Amazon. Go ahead and yeah, you'll buy bulk copies and give to your friends all these things to try and Push the books. Yeah, it's like payola, isn't they? Well, that's exactly what it is. So if I look at it, that goes into my equation of what is it actually worth to you. So if you do that, your first time author, maybe you can sell the book and get some Advance on the book. But you're not gonna get rich on a book. You got to have a back end, you got to have something there.

So I would say that for certain people, it might make sense to go down that path. Right where you're concerned, if you're not already famous, you're not already gonna get a big advance for writing this book, because everybody wants to hear from you. Then You're faced with the choice of Do you want to use a book To get rich or to get famous? Right, and that's the choice. That's the fundamental thing that we want to Think, and I always say to people listen, it's way less expensive to get rich than it is to get famous. So let's focus on getting you rich, first right, and then building your platform and Then getting famous, then writing your next book. It's like starting out. There's nobody stopping you right now.

Like, if you think, 20 years ago, there were probably Six publishing houses that made all the decisions on who gets to see, who gets their message out into the world. Because you had to. They were the gatekeepers. They were the gatekeepers. That's exactly right. You had to be. You had to submit to a publisher and get approved for your book. Please, sir, can I spread my message to the world? Nope, I Mean.

Stuart: And then where do you go? I?

Dean: got rejected by a thousand publishers here. All these stories, right, but I kept going in that thousand and first publisher Open the door for me to go. Well, you know, fast forward. Now there's no, there's nobody stopping you from writing a book. You can write any book that you want, yeah, and you can get it right to the people Place, where the people are.

So what I look at for it, you know, is it worth? It is the way for business owners, people who are using this as a Tool to grow your business, to build your reach to, because that's really what it is. If we take it and Overlay the eight profit activators on this book and we think about your book as a before unit tool Just to get you in conversation with the people who could potentially be your clients, then there's no better tool than a book. A book is compelling. I mean, we look at the, we look at the, we look at the timing here of what it takes to get a book started, get out into the world there, but what the value of being able to use that book to gather your audience? So I say to people like, what would it be worth if we could magically Snap our fingers and have a thousand people who are your ideal clients on a list that you could directly email them and you think about it as a way of connecting with people who are invisible prospects, because a lot of times you have to look at and see can't is my Audience that I'm trying to reach.

Are they Reachable? Are they visible? Can I buy a list of them? If you're serving chiropractors, you can get a list of chiropractors and go right to them. If you're searching for Dentists, you can go directly to the dentist, but what you can't get a list of is Somebody who just twisted their back last night. Right, the chiropractors clients are Invisible. Yeah, you know any doctor like that. You know, buddy, is there a cute onset symptoms that, up until the moment that it happens, people have no interest in it? You know, I think about.

Stuart: Chris, not the audience.

Dean: I think about dr Chris milky, the podiatrist. You know, like you think how excited, what in the world would a podiatrist write a book about? But he's actually got a series now that we're working on five books where you think about what, what would be valuable. The first one we did was the planter fasciitis solution. I, so you can get you know if you are a localized business that's serving a local market, like a podiatrist or a dentist or chiropractor, hairstylist, massage there, anything that's doing working with people locally within a. You know we talk about that. What we're really trying to do is get 15 mile famous. You want to be famous in the 15 miles around where you, where you are right. So if you think about it like that, take a radius around your podiatry practice and you think, well, what are the big things that people come to me for? Right, like, what are the things that people have a need that would trigger them to call a podiatrist in the first place? So we've thought about the big five things of Achilles, keel pain, planter fasciitis, bunions, toe fungus you know I forget what the other one is, but the big things that they have and we.

So we take this and we do a book like the planter fasciitis solution, and put it in front of the people within 15 miles of his podiatry practice. And all of a sudden it comes through their newsfeed on Facebook as an offer for a book that's going to promise a solution for the pain that they're having right now. And so people download the book, they opt in, they leave their name and email. They don't even have to fill anything out. Now with Facebook, it's so easy to get in front of your ideal prospect. So they push a button, it collects their name, their email and you've got now a visible prospect.

I was imagined. I say to people you know, if you think about your book and the opt in for it as a portal, a magic portal to your office, if you could. Somebody downloads the book, they press, yes, I want this, and that magically transports them. They knock on your door, poke their head in hey, I'm here about the planter fasciitis solution. Yeah, now how would, if you could, have that happen a thousand times in real life in real life, however much you do.

Stuart: How much would that be worth? So?

Dean: if you knew that we're typically the sweet spot for books like this would be that we could generate those leads for three to $5 per person, so for $5,000, you could have a thousand people on a list that are self-selected as people who have planter fasciitis.

Nobody's going to download a book about planter fasciitis without having planter fasciitis or laying beside someone who's got it. Their wife would do it, or the husband or your kid may have it. Whatever it is, somebody who loves somebody who's got that solution is going to download that book. And now you're in a conversation. So the purpose of the book is to get somebody in conversation with you and that's really the only job of work of the book.

Stuart: Exactly Breaking it down into the eight-part factor frameworks of this is a before-unit tool to get people to begin the journey. That's something we spend a lot of time helping people understand, because the clients that we have typically know us in some respect already, so they've got some understanding of what we're trying to do Rarely get people who are although we do get some looking for that. You know time, speciality, all the job work, but understanding that it's the first step in the process and the process has the opportunity to run over multiple years. Knowing the example you talk about a lot of the 15% versus the 85% I was just going to say that.

Dean: So if I look at, what is that 1,000 prospects worth? And it's a good number, it's a big. Now you can do it with 100. You think about like, if you've got something, it's inconceivable If you have 100 people knock on your door and say I'm here about the plantar fasciitis solution, you've got to be able to help some of those people. So you get 100 of them for $500. How much is one patient worth to do that? It could be well over $1,000. And the lifetime value of that client is going to be even bigger.

But if you're a real estate agent or you're a coach or you're a consultant of some kind that you're offering information or consulting or services, those things could be worth thousands of dollars to people. So we look at and say what is that bundle of a thousand leads worth? And I try and get people to think about this asset that they're collecting as just that, as an asset. That bundle of a thousand, that portfolio I use all these financial terms to describe them because that's really what they are is an asset. And so now we look at that and you wouldn't expect that if you were to buy look at all the equipment that it took to make this studio here, buying all the cameras, all the sound proofing, the audio, the computers, everything like that. If you took an expense-based approach to this, it's like you wouldn't dream that you're going to expend all this money to build this and then immediately that you need to buy 30 days later make all the money to pay for it, but that's the way people think about their ad spend.

They think about because they've been sold. That dream that you're going to run the ads, you're going to generate the leads, you're going to pound them with your gauntlet series, you're going to get them to buy and you're going to make more money than the ads cost by the time the credit card bill is due. And if it didn't work out like that?

Stuart: then it wasn't successful.

Dean: So what I try and do is get people to take this portfolio approach and if you think about making a capital investment of $5,000 in this group of a thousand prospects, now if we take that over the next 100 weeks, we amortize the investment over 100 weeks, how many of those 1000 people could we help? And you were mentioning about the 15% and the 85%. There was something that's been like a game changer for me is understanding the psychology of what's actually going on when people inquire about something, and I found a company this was 25 years ago when I really started going deep in lead conversion, lead management, and there was a company called the Inquiry Handling Service and they handled on an enterprise level, millions of leads a year for corporations that would run those reader service cards or people go to trade shows and request literature on their website, and they did something that was brilliant. They did what they called. Did you buy surveys? And so they would go back 18 months and they would call people who inquired about something and they would just ask them one question. They'd say, stuart, you came to the home show. You inquired about faucets. Have you bought any faucets? Not, did you buy our Kohler faucets or what's it going to take me itch in some Kohler faucets today? Not just asking did you buy what it was you inquired about? To buy a car, did you buy refrigerated? Did you buy whatever it was?

And what they found was that at the 18 month mark, just over half of the people that inquire about anything will buy what it is they inquired about within that 18 month.

Right. But when they did the math, when they did the surveys at 90-day increments, only 15 percent of them Will buy in the first 90 days. So the value is in the long term. Right, then there's five times More value beyond 90 days than in the first 90 days. So you're building a stable Asset that's going to yield they were using these words. It's going to be the foundation of your business there, right. So you build that list, you get it to a thousand, you continually grow it and you build systems around how to introduce your services, your products, your help, that you can work with people, and the cost is a multiple, or the yield is a multiple, of what you Spend to do that see it all the time in the, in the book business, in Entrepreneur business, and at the same message every month to people who have been on the list for 10, 15 years Are you ready to get started?

Stuart: Oh, this is from that group every single time people raise the hand. Yeah.

Dean: I forgot about that. But every month on the first of the month, we send out a message, just yeah, hey, sir, would you like to get started on your book this month too? And we've got thousands of people on that list and every month we ask them the same question. And Every month five or six people jump immediately kind of yes, because it's now cool.

Stuart: But it's now for them, and that's the thing. There's their check moves, the one by selling book by Michael Gleason. So he talks about check moves and as the Sales person, as the person in the business, you can never know when time is for the person. It's entirely their decision. Your job is just to present the opportunities. They're now.

Dean: You know what I've discovered is that's the thing, that there's only two timeframes there's now and not now. Right, anytime that's not now is. If it's not now, it's doesn't matter whether it's 90 days or 90 months. Right now it's just not nice, it's we, the whole thing that we're pursuing. We're constantly in this pursuit of now, and so when you send a message, you know Luba, my girlfriend for amazing brows and lashes her studio here in Winterhaven. She, at the beginning of every month, sends out a message. I stir it. Would you like to get your eyebrows done this month? Why, yes, we know every time.

Stuart: So there's something and knowing that you're sending that message to the group of people who are already interested. It's not like every month you're running an ad saying, cave, you'd like to get your eyebrows done, come in. And so you're building the rapport relationship with the people who have self-selected Because they've opted into the thing that peak their interest in the first play that what it piqued their interest.

Dean: But it also bookmarked their intention that anybody who downloads a book called the plantar fasciitis solution that was modeled after one we did with Luba called the adult acne solution, and that's kind of the whole thing. Anybody who downloads a book called the adult acne solution is Presumably someone who has adult acne and would like to not have Right. So when you get that person on a list they're gonna it's not a Acute onset and go away type of thing. It's something that is ongoing and unless they do something about it, nothing's going to happen. It's only gonna get worse. So when they go ahead and try something else, if they try Some chemical thing, they try something and see that doesn't work or that it works but then it doesn't maintain right that now, at some point in that thing they're ready to it comes around and they go. You know, maybe I'm ready now. Now I should look at this solution.

So that's the thing when I say to, when I'm Help the people understand what it's worth for them to have a book. It's not so much about the what the book itself is worth, it's what's the value of the people that the book will get you in contact with, and I love this way. You know, we both use that term of the job of work, of the book, and that's what do you if you are hiring the book to do something. If if the only job it did was to get a thousand people to knock on the door and say, hey, I'm interested in this. That has done its job.

Now, in order to do that job, I it doesn't have to be a big book. That's the thing, right? I'm a huge fan of the, what I call and what is known as the minimum effective dose, and I'm fascinated by that concept because what it's looking is what's the minimum amount of something that gets the desired outcome, where anything extra is not really helping do the job. Like, if you can write a 50 page book, 60 page, 70 page book, that gets the job done. There's no advantage to having a 250 page book to do the same job of work. It's like such a.

Stuart: It's wasted effort in the book itself and it's wasted opportunity because the rest of that content knows additional 200 pages. That's almost certainly another book to engage in the audience.

Dean: Let's put this right here so you can see I bookend these conversations about can a short book, a little book, have a big impact? And the ones that use two examples of this. I didn't have the other one, but here's a little book that was pretty much a revolution starter when you say the communist manifesto very thin but big impact.

I would say and I bookend that with the common sense by Thomas Paine, which is the book that really started the counter mechanism to that of capitalism and democracy, and that you think about. Those two books are short, they're small little books but I guarantee that your idea if you're thinking about writing a book is gonna fit somewhere between those two. You're not gonna have a book that's that big of a revolution starter. But if you've got a book that's gonna gather all the people without all that all the people with plantar fasciitis or whatever you're gonna call you look at it and you think about if you sell a course on writing and you've got a book called Read this If you Want to Be a Great Writer, if anybody, if you could get a list of a thousand people that have downloaded voluntarily a book called Read this If you Want to Be a Great Writer.

Stuart: It's pretty self-selecting.

Dean: It's pretty self-selecting, right, so that becomes the value there, and I'm just such a big fan of it, you know.

Stuart: Yeah, there's Kevin's 60-second sales hook. So again similar thing, small book, just talking, just introducing ideas.

Dean: He gets him in front of people who are. He works with copywriters and that's kind of the thing that you're promising a shortcut, right, promising a shortcut to people. And that gets him in conversation with people who are writers, who are aspiring to persuade people by copy. So you know, here's the thing. That kind of I really think about with the short book kind of thing is what I offset all that information with is that demo and the job will work, is that we want them. We just want it to gather leads and we're going to take it from there.

I don't care whether somebody actually reads the book, right, and it's not about reading the book, it's about raising their hand to say that they want the solution or what it indicates, what they're looking for. So when I read, there was an article in the New York Times that talked about the state of readership and it was really fascinating because it was one of the first times that they had the Kindle and Kobo data to see what actually happens and what they found was that I want to say 58 percent it was over 50 percent of the people who buy a book never open it. Okay, so you think about that. It's like if half the people let's just be conservative on that that half the people that buy a book will never open it, and you think that's absolutely true, like in your own life. Every time I'm speaking to hundreds of people and I'll ask them have you ever bought a book and not opened it? Yeah, and every single one of us has. We've got a whole collection of things.

Stuart: And that's self behind.

Dean: Yes, but there's. The thing is, who's buying the book or asking for the book is it's easy to consume, easy to make that decision, but they're always buying it for future Dean. Yeah, they're thinking I don't have time to read it, but maybe future Dean would be nice for future Dean to curl up with a coffee and read this book by the fire.

Right, because you think about what it takes for people to read a book. It takes hours to read a big this commitment. Yeah, dan Sullivan, founder of strategic coach, we always talk about the short books. The perfect length for a book is that you can sit down on a flight from Toronto to Chicago and finish the whole book in one airplane flight. Yeah, that's what we're looking for. That's the odds that somebody's going to do it way up on that. Yeah.

Stuart: You know, because otherwise it sits on shelf and then something else gets put on top of it and then it's disappeared. Yeah, we talk about people actually reading the book and very much people think about writing a book in the traditional sense. Yeah, it's very much about the words and the contents. But I'll often say to people that the person who's buying it, so those readership rates, the people who, broadly speaking, have brought entertainment based books from Amazon with job of work, the purpose of being entertained, they still haven't read it. But these books, people are buying the solution. Someone buying a book on plantar fasciitis isn't doing it for an academic exercise, right? They don't want the knowledge, they want the solution. They want to get from the cover and the title that identifies to them that there is a solution to the back cover of what our next step is. They just want to get to the solution. Don't make me do the work of having to read something. Yeah, it's the outcome.

Dean: So if you've got a thing, if you've got anything that you can do, that is that information would help, or if you could gather, if you've got invisible prospects, you can get in front of them by helping put a title. That would be exactly what they want. And that's so much of getting making sure that it works. Is you just got to have a book, you got to have a title that, upon reading it, your ideal prospect says I want that, right, that's for me. And then you got to have a way for them to get it Like a, really reach them. And that's, I mean.

Facebook ads are right now the easiest, lowest friction, fastest action acting way. Literally, you could put up an ad today and have leads today, right away. Yeah, you know, from small budget, you know $20 a day or whatever you go up, but it's just going to accelerate it If you can spend $100 a day or $200 a day once you get your system figured out that the goal is to get to that 1000 benchmark and then build the relationship with them. So that's how we would kind of evaluate what it's worth, what it could be worth to you. Then you know in terms of asking or answering the question about how long does it take and how much does it cost. Is you know how long does it take, preferably? You've been working on this your entire life, or your entire adult life. You've gathered insight, information, something that would be valuable to convey to your ideal prospects. So you're. It's not that you need to figure out what you're going to write. You've got it in your head.

Stuart: Yeah, you're not starting research. Everything is there, that's exactly right.

Dean: It's just a matter of getting it from your brain out into a digital format, right? And the fastest way to get anything from your brain into a digital format is through your mouth, thank you. Nobody gets talkers block. Everybody talks about getting writers buck. They sit down, stare at that blank page and they don't know what to do. Yeah, don't know what to write, but if you, if we, you know we help people break it down into the process, we're literally you can do it in 90 minutes. You know we.

The way we set everything up is we imagine that you are a guest on a radio show. We provide that environment for you will sit down, have a conversation, just like this. I'm asking you, setting you up for the questions. That would be the outline and chapters of the book. You talk about them. We get that transcribed, edit that into the book, create a wonderful cover for you and put it all together and literally 30 days from the time you start, depending on how you're doing there, you can have at least the digital version of your book ready to go right, have physical copies of your book and, just in case you want to send physical copies to people as well. So the time investment compared to going down the traditional book route of Sitting down manually typing out the words is so soul-crushing yeah, and take so much time Going back to high school and having been assigned Work that you have to do and you can't escape, and doing something passion project.

Yes, exactly time so we look at that and say, you know, yeah, cutting that timeline Down, where your real involvement is only in Brainstorming, what are we gonna do? What are we gonna get the title to be? We'll do a whole other thing, just about book titles. But looking at the, looking at that outcome Amazing, right, like the time of it compared to where you got to go through. And we're gonna, you're gonna write the book, you're gonna send it to an editor, you're gonna get it, you know, edited. You're gonna.

Stuart: You work with a ghost writer, you're gonna and on all of those, all of the people involved in that process, so passing the responsibility back to you. So, even if people think that it's an easy job to do, all of those decisions are coming back and for most of us, adding more decisions and people asking questions to our plate is necessarily the idea I come. It's the other benefit of a short book that's got a single job of work. Yeah, because you're not in the book.

Blueprint scorecard that we've got that talks about the mindsets of how to write a book like this, one of those mindsets is beneficial constraint and this idea that blesses more of Constraining yourself to answering the one or two questions that are the most pressing for this group of people and not getting sucked Into all of the other stuff, because if you've been in business for more than a year, you could write ten thousand pages and the stuff that you know, yeah, and the stuff that other people don't, but you just bite in yourself into a hole if you don't have those constraints, yeah so that's, there's the time.

Dean: And then how much does it cost? You know, for the, our signature product right now, $2,000. Yeah, it's a do the. This is what the 90-minute book looks like, right there. This is a perfect example. This is an example of a book that's generated millions of dollars.

We've helped over a thousand people write their books in this model. And this is the start. You can see it's. How many pages are we out here? This one's 43 pages is all it is, but it looks like a book. It's a real book and you can download it for free at 90 minute books Dot com, and when you do that will get send you also this. We've got a worksheet called Book title formulas and we got an audio that kind of goes with. This walks you through how to create the best title for your book, and that whole thing you know is, you know from beginning to end. Again, for $2,000 and less than 30 days, you've got the tool that can get people knocking on your door right away, starting those conversations. So if you say, for I Think that if you look at comparable services, if you're gonna use that service to write a book, that they're primarily looking to help you write a bestseller or to get it on Amazon bestseller which is so it's all it's Nonsense.

I mean in terms of there's no value in having an Amazon bestseller or anything like that compared to getting your ideal Prospects in your right in the go zone of who you're looking for the funny thing about Amazon it's people don't realize that you've got no way of knowing who those people are.

Stuart: You sell a thousand books and maybe make a $1,000 off the book sales by the time.

Dean: All the cost of your royalties of $2 and you're paying back your advance.

Stuart: Yeah, so you could get a thousand leads. Yeah. The reason that we keep the signature type of book in the lineup is because it is that absolute, perfect minimum File commitment. Start if money's. We're trying to democratize this through as many people as possible, so if you've got bigger budget, you can do more things, make it and improve it you start.

Dean: I think about it as version one. Think about let's get the book if you're, if you've got a you know I love Joe Polish and I had Tucker max on the I love marketing podcast. They've got a what I would call like the Cadillac service of book writing right scribed me. It's a fantastic service if you're gonna write get famous kind of thing.

But you know you're talking over $30,000 to do this up to yeah by the time everything is done, and I'd rather see you spend that money and that time on. I was stated Tucker I should have. We should have a challenge where we take somebody from today yeah, and you know, fast workers is gonna take months and months to do a scribe book to.

But to take the same thing right, a 90 minute book spend instead of the $30,000 spend $28,000 on building thousands of leads and selling things to them that you'd come out at six months, hundreds of thousands dollars ahead Versus a hundred thousand dollars out to, to then get started on by the book out in the world.

Yeah. So all right, we got a run 90 minute books. Calm, go there, download the book. That's where it all starts. Will give you the book title formulas and you'll you know, you'll be in our world and you'll see Example after example of how to how to get this done. So, in short, I think a book is a fantastic idea. I'm just one, my go-to thing.

Stuart: So I think if anyone's asking them, should they do it. Yes.

Most business owners think about books backwards. They're chasing bestseller lists when they should be chasing conversations with the right people.

After more than 1,000 books, Dean and I break down the three questions that actually matter: How long will it take? What will it cost? And what's it really worth to your business? That last one trips people up because they forget the real job of work here.

We dive into why traditional publishing is built for people who are already famous, how the bestseller game actually works, and why your 90-page conversation starter will outperform most 300-page books when it comes to growing your business.

You'll walk away knowing exactly whether a book makes sense for your situation and how to think about it as a business tool, not a vanity project.

Show notes: https://mrstuartbell.com/podcasts/htb/115-should-you-write-a-book-for-your-business/

Your Book Is Closer Than You Think — You already say everything that needs to be in your book. 90-Minute Books turns it into a done-for-you lead generation tool. Get the Free Book

Today on the Book More Show, we're actually releasing a Book More Show!

The reality of recording a podcast, or writing a book for that matter, is that it's not our day job. Our job is to help you write books, so once something interrupts the flow, it's so easy for the pattern to break and a week, a month, a year pass by.

We hear it all the time with clients coming back two years later to finally start the book they thought they'd get done in a few weeks, and looking at the date of the last show, it happened to us with the podcast.

So... we've acknowledged time got away from us, we know we have important ideas to share with you, we enjoy doing it (we're even publishing shows every week for others!!), so time to get back on the horse. This is an episode we recorded a few months ago & next week, we'll be back with a new one.

We're getting the band back together!

(AI transcript provided as supporting material and may contain errors)

Stuart: Hey everyone, welcome to the Book More Show. My name is Stuart Bell and today we are well. Today we are actually going to release an episode. It's been a while.

Betsey: Stuart.

Stuart: Betsey, how are you? Very good thanks. How's it going?

Betsey: Very good, very good.

Stuart: I think today would be a good day for podcast.

Betsey: How about that?

Stuart: Let's do it Sounds like a plan.

Betsey: Alright, what do you want to talk about?

Stuart: So it is the week before Thanksgiving, which means that 2022 is disturbingly close, so I thought it would be a prompt for you with touching base, checking in the lay of land and making some suggestions for next year.

Betsey: Sounds like it. It definitely sounds like a plan. I can't believe that 2021 has flown by. I mean 2020, I feel like the last few years have just been a complete blur. What's?

Stuart: sacrificed 2020 as a write-off 2021 is basically a bit more organised.

Betsey: That was a trick. I think that was really a trick. I don't know that we're any further. No, I think we are. That's not true. I mean, I think people are, they're back and they're there. They had a lot of time to plan and sit and think about strategies for the upcoming years. So I think our aim was being a lot of people do some new things. Everybody got a little more creative in how they do business and that kind of thing. A lot of people are interested in books.

Stuart: So that's been pretty fortunate. Looking at being creative that time that passed by, I know people who can't talk to me they can't have to play the guitar or learn to paint or do something like that and looking back thinking, oh, that would have been a good opportunity to do something like that.

Betsey: That would have been great. I didn't do that. I didn't take up a new hobby or anything.

Stuart: Realising it. Maybe talent was the thing that was holding me back. Oh, that's the problem.

Betsey: That's the problem. You know finding my daughter who loves music. She's 25. She loves music. She's had a guitar. She had guitar lessons as a child. She took piano, she did the choir. She asked me the other day to buy her a banjo for Christmas.

Stuart: I said what?

Betsey: Oh, let's not do that. We're just not going to waste the money because we've been down the road with the instruments.

Stuart: Banjo is far more hipster than the guitar, see.

Betsey: Right, exactly, but it's. I mean, she has talent and I just don't think that is one of them playing a musical instrument. So I'm going to skip right over that and buy one of the instruments Move on to the next one, exactly so yeah.

Stuart: Okay. So I think that what we're seeing. So, like you were saying, we've been. We've had a number of clients all the way through the last couple of years. In fact, interestingly enough, we've probably had a bit of a peak earlier in the in 2020 that we did in 2021. As people, as things get back to normal and the day-to-day pressures of running the business come back into play and kind of adjusting to a slightly different, normal set of assumptions than there was in the year before. I think this year has gone back to normal in that sense. But what is super interesting is thinking about the opportunities for 2022. So, as we get in closer and closer, the thought that people are going to be picking up where they left off to a certain degree. Now, whatever, the current situation is probably going to be the way it's going to be for the next period of time.

Betsey: Yeah, hey. We haven't spoken in two years. So look what I've been doing. This is what this is what I did. There's some great information. Here is my book. I mean that's pretty impressive, I mean, when you think about it. Wow, didn't learn to play the banjo or the guitar, but this person wrote a book and that is. You know, that's impressive. That's a great way to get that conversation started.

Stuart: And that's a great point, because the nature of the book itself, the type of the book itself, is less important than the fact that the book exists, both from the opportunity to start the conversation and the opportunity for positioning things in a different way and and reminding people that you were there and we were having a conversation or you were thinking about taking a step. The content of it is less important than the fact that exists, but the content of it. There's a couple of different, different mindsets you can have going into or different approaches you can take. So it could either be writing exactly the same book that you might have written a couple of years ago and now it's just getting it done. Nothing that's happened in the last couple of years has changed what the content would be, or it could be that fundamentally, something's changed. So you need to write the book about the new way of thinking about your particular subject, because things aren't the same anymore. Something's actually changed. Or it could be the perception of something's changed, so why it's important now, or how this can be used in this current climate where we find ourselves today the concept of how. It's how your thing, which actually hasn't changed, but the way people think about it or use it has changed. So for all three of those groups, I think, no matter where you are in terms of thinking about how am I going to create this? What is this thing that I'm going to create?

For all three of those groups, the timing element the fact that now is a transitional period of time because we're going into a new year, so that's historically that's transitional. Anyway, people are thinking about planning for the year ahead more than perhaps they do in May that kind of conversation to crop up in people's minds so much but also on the coming out of the pandemic and whatever changes your customers had to make for that, and the fact that there's a kind of a marketplace opportunity where maybe other people aren't quite thinking about these marketing activities yet. They're still firefighting in the business or trying to come to terms with what was changed. So the now of writing something so that you have it available is much more important than perhaps two years ago or, honestly, even a year ago, because a year ago, unless something had very much changed and you were trying to communicate what's different, so like a very timely book, then writing something that was standard that was the way it's always been might just have got less traction, because everyone was thinking about what's different and what's new, not so much about what's the same.

Betsey: Yeah, very true yeah.

Stuart: I forgot how I broke my voice.

Betsey: I have my water and my coffee going at the same time. Yeah, so let's go from there. On that whole getting started, I think what people ask me a lot is what do I do? How do I get this out there? How do I make it all happen? People really don't have a knowledge on the steps.

Stuart: I know I should do it, but what do I need to do to get it?

Betsey: done. Oh, all the lots of shoulds that I should have done in five years ago, kind of thing.

Stuart: I know and it's funny as now I was talking to someone in the podcasting space last week talking about the clients coming on board and they had maybe an expectation that they would come on board fast. It would be a short turnaround from that initial conversation to becoming a client and that really wasn't being the case. And I was using our example of we talked to people I mean three, four, five, six years ago. We had first conversations with them and then they're coming back to do it now and just as we started off, I mean we were saying that 2021 kind of evaporated pretty fast and that was on the back of 2020, which also kind of in one, on one hand, took forever and, on the other hand, disappeared in the blink of an eye.

It's the same with dealing with clients. Unless you've got a very kind of transactional business or there's a deadline where they need to do something now, any other business where it's discretionary, it doesn't have to be done. It would be nice to have, but not a must have a year just disappears. And thinking about the leads that you're generating in terms of that kind of five year conversion not the one year conversion really makes a fundamental difference in both how effective you think of an individual campaign, how effective it is that you've done this lead generation work, but also the way that you stay in touch with people after that initial activity. So I think if you're too into the spectrum. So the one that we talk about a lot is Facebook ads promoting a book and then they download a copy of the book and there's a follow up sequence and auto responder that runs through.

Betsey: I think about when I first started and we were doing Facebook ads and coming from my background in education, where I was in environment where people absolutely that we had a wait list and people wanted to just get in our school and that sort of thing. So, coming from that, where I didn't do we added zero advertising. I didn't, it was all it was word of mouth, which is the best way to get something out there. But we would do now, we would do these Facebook ads here on this side of this business and and I would just be sitting Okay, where are they like? Why aren't they coming up?

Stuart: That's the first of all, and that difference between a business that's got very limited supply You've got only so many places in the classes that you can fill and there's a huge demand, because it's seen as like a qualitative difference of a high-performing school versus school that has other issues and there's a very specific externally mandated deadline. Their kid is starting school on September, the first Somewhere, whether it's there or not so all of those three things.

Betsey: Yeah, that's the funny thing, because that's what we have a client who came on board in 2018 maybe that maybe being a 2019 and he started his book and we finished the first version of it and then he just stopped because his business was doing things. And then he came back and and he has said, even though he's super, super excited to share with you today, he was excited about, oh my gosh, he's following on Amazon, he's following up his print book and it was him that was holding up the process because life just took over and but you know, he has said well, there's, you know, so many. These last couple of years there's been some missed opportunities, not to have an opportunity to put it out. There's been one last thing I've had to to reach out to my client for, and that's the main thing, isn't it?

Stuart: I mean, it's not so much that whether you get your book written or not to whether you do it with us or not, I'll do it by yourself. It's not so much that the cocks ticking on that, but it's the opportunity to Reach out to the customers, knowing that Day one it's like the compounding idea. It's not so much that day one, two or three, if it doubles, doubles, doubles those days aren't very interesting. But then when you get up to days 364, 365, if we're still doubling every day, it's the numbers at the end that are dramatically big. So, having this out there and missing one opportunity to have it as a way to start the conversation, or two opportunities, or three, it's the idea that these leads are building into a pool and every lead that you don't get to put in there, it's one at the end and potentially a multiple of one at the end that is missing out.

Yeah, yeah, I Guess at this point, if anyone's getting to this point in the podcast, though, they've don't know, cool, I don't know ready to go on creating something, so Probably not this. Yeah, we need to convince, although maybe is this audience that we need to convince to pull the trigger now because we send the podcast out to thousands more people and we have customers. So yeah, if you are listening.

Betsey: You shared with somebody the other day, had listened to all the podcasts and and so I think about that. I wonder, like, how many of our clients have been on that list? And that's, it's another tool is another tool that we send out to people that way to engage with people? And we've been, we have, we did, we have slapped in 20, 21 just with this aspect, but it's just a little bit of information. It's easy information for people to gather, but it's always it's interesting to me to hear people say, oh, listen to the podcast and then they will come on board, because I honestly don't always think about this as a tool. That Might be something that's rude. Someone.

Stuart: I talk so much if forget that other people listening to this one. Well, on that, then. So that. So the question you asked before. People have a conversation and have a kind of unclear next step in mind, so I'll talk as if people are working with us, because that's the easier context. But if you're not, if you're trying to do this by yourself, they're just substitute you out, traveling the blanks in a bit that I'll talk about. That we do, and you'll have to do that yourself, but the framework is still the same for everyone.

The traditional book would tick because the traditional book is the product you're selling them, the book. That's the reason for writing it in this context. That's not what we're talking about at all. You're selling the idea of there's a fix to a problem. That's out there. We're closing the gap on understanding. Now Obviously not Seriously suggesting having no content in the book. That's ridiculous. But it just to break that break that hang up that people have of separating the Job of work of this, which is to start a conversation with someone that leads to helping them resolve something, versus the book as a product, a traditional book, where it's actually the words on the page that are the thing that you're selling.

Betsey: So bite-sized that's a great little term there. Bite-sized because that's one thing that people, I think, struggle with making sure, even though the book is there, not as an important factor, but when you talk about the content there, people always say well, how do I know I'm not giving too much away? How do I know if I give a tax column? Everything I know for everything and they're not going to call me.

Stuart: That idea of giving it all away is so crazy.

Betsey: We're not going to write that book.

Stuart: No one's going to write that book and no one's going to want to read that book either. It's so funny for a couple of reasons. One is this idea that a bite-sized book is like the minimum effective dose of starting the conversation, and this is what we're trying to achieve. So separating out the book as a product from the book as a tool to start a conversation and the conversation as a product. I'm willing to accept that's not what everyone thinks and it's a way, it's a thought technology that we have that is hugely beneficial from a marketing campaign perspective and building your business. So that's why we never talk about ourselves as a publishing company. We're a marketing company and books are the tools that we use to achieve that marketing goal. So I'm quite willing to accept that for a lot of people, that thought technology is something new I mean, it's not rocket science, but it's not necessarily what people are thinking about but this idea of I have to write everything and get it into this huge book and but then I'm concerned about giving it all away In 2021, anyone that thinks that they're giving away everything, when literally, they're probably having this thought whilst looking at a phone that's connected to the internet, and then there's the entirety of the internet out there.

Betsey: Like you know who wants to read your five or six hundred page book, so I never want to read your two hundred page book. I mean really you know it's not it's.

Stuart: It's a starting of the conversation, unless you've got an audience who are now I'm trying, to devil's advocate, to justify when it would make sense. But I mean, there's potential I can't even I'm struggling to even come up with when you're looking at a marketing tool, the lead tool.

Betsey: There's. No, there's not. Now, if you are looking at someone who's a public author self help or yeah, those books tend to be a little bit bigger you're giving them a lot more information. But again, any of that information, most of that information, I can, I can put it right here in my little handy dandy phone and and pull it all out, but you know, so that's the thing.

Stuart: Yeah, that's the thing. Those examples you gave. Where makes sense is where the book is the product. So where the book is the product, then you have to make the book worth, whatever the cover price is. But honestly, anyone who's well I can't imagine anyone who's listening here is thinking of the book as being a product and making money from the book. Everyone's. The book is the introduction to the conversation. So this idea of giving it all away and being concerned about that is just it's shooting you in the foot because you're comparing your thing. It's not an apples to apples comparison. You're trying to compare your thing that you're trying to create to a, an author who has either got a huge academic career, who has got a huge amount of publicity, who has already written a large number of books already on Amazon, where you where books like that are selling for 12, 15, $20. And if there's no way, you just can't compare. You can't compare with that, so it's not even worth trying. And your brain trying to compare it to that is just shooting you in the foot because it's just not a comparison.

Betsey: So they're selling that book and they want to make the money out of that book versus what you as the business owner are. You're just trying to use that as to make the money from the foundation. So build your clientele that way, and I think that's one thing.

Stuart: So within that and within that then. So the trick is to think about okay, well, what is the most effective thing to do? So all of this knowledge that's out there I know that I'm not going to share all of it, because not that it's magical, provides you information that I'm going to give away but just it's not practical to do and it's not effective to do either. It would be a complete waste of time to spend two years trying to get all of this information into this book because no one's going to read it all or it's just not as effective as using that information in different ways. So by thinking about okay, the job of working the book is to start the conversation and lead people, help them identify themselves to my world, and then my world can share more information with them, and that additional information can be some of the additional stuff that isn't included in the book, but within the book itself. We need to make sure that we need beneficial constraints. It's one of the book blueprint scorecard mindsets. We need beneficial constraints to make sure that we're likely to get this thing finished. So those constraints could be scope constraints in terms of the subject, or time constraints in terms of when we need to get it done, or effort constraints, which is a little bit different, more difficult to measure, but I've got 10 units of effort a week that I can put into this, and if it demands any more than that, then I'm just not gonna get it done. So those beneficial constraints the whole reason they're beneficial is because it's the thing that gets us to get it out the door.

To be honest, if we have, it was only a very quick kind of proofread of it, because that wasn't the job of work. The job of work was get the conversation going and lead people towards presenting them with the offer of some of the other email mastery stuff, so it didn't need to be. It's almost an example of one of the ones that could have been blank. I mean obviously not quite, but the content really wasn't the main thing. So very easy to create, very on point, because it shares a couple of great ideas for email funnels. So it's really leading people towards thinking that. But one of the main marketing channels to get people to even be aware of it was the email mastery ad that we ran in Success Magazine. So that was just one of the and actually I'll put that. I'll put that ad in the show notes. So on the podcast, follow the link on the podcast player or head over to 90minutebookscom forward slash podcast and check out the notes for this episode. I'll put that ad in there because the ad was talking. It was an explainer or an article that was written about the nine word email and this definition of the nine word email and what it is and who it's beneficial for. So there was an article that talked about useful information in 300 words or so. Then there was the option, the lead. The next step is to grab a free copy of this book that talks about the seven or eight other strategies, and then from the book it leads towards the email mastery program, which has got a whole host of additional information. And then monthly calls, q&a calls with Dean to talk about email campaigns. So when you think about that, in this, whatever your business, is the very small introduction step, the fact, the thing that people are gonna see first. So, whether it was an ad or an article or a comment or a form post or a video, whatever, it is the very small piece the logically leads to the next bigger piece, the opt-in, this kind of minimum viable commitment step. The commitment is you need a name and email address from them. So what is it that you can give them that's valuable enough, just for the cost of the name and email address, and then that provides more additional valuable information within that same kind of the same problem that you're trying to solve. And then there's a call to action at the end of that that leads them into the next minimum viable commitment step. So it's all this staged approach and it all comes back to this idea of we're looking to build an asset of contact with people who have expressed an interest. So the seven billion people on the planet, it's the 700 who are the most likely to convert. I don't know when they're gonna convert, I'm not in their head. I can't force them to convert, but what I wanna do is provide them some value that leads them towards giving up their email address. They get some on the list where I can deliver even more value so that at some point in the future, when they're ready, I'm just constantly presenting options where they can take the next step adding value, adding information, building the rapport. There was a slide. I'll see if I can get that in the show notes as well.

There's a slide in the companion to the Blueprint school card for this idea of a minimum viable commitment step. What is it based on the relationship that you have with someone? What is the extent of the thing that you can ask for? So there's this idea of the kind of x-axis at the bottom being rapport how much of a relationship you've got with people and then the y-axis up the side being the scale of the ask, the kind of commitment that you want from them, and the line, the line on the chart separating the two is this kind of threshold of commitment.

Betsey: Yeah, I think that is. I was processing all of that as you're going along, but it I hope people listen to that the whole process that goes through, and think about what's out there and how they get to someone, how they can connect with someone. And again, it's not an SO day one, it could be day 365 that it happens and I'm going to go back and probably listen to what you just said again.

Stuart: And write that down. Check out the transcript.

Betsey: I'm going to grab that transcript and look yeah.

Stuart: But that's the thing. If anyone's struggling with thinking I've had a book on the list today for a while, but it seems like such a big project that I'll get to it later then really thinking about those two things one, the book isn't the product, so forget about all of the fact that the customers, potential customers, receive us. On the other end, the fact that they are swept up by all of the, the persuasion elements of a book, the fact that a book carries some credibility with it, there's a authority that goes with an author, all of those things are fantastic and secondary benefits of having a book. But as the deliverer, as the person creating it, don't allow yourself to get caught up in the same nonsense, the fact that there's a psychological trick to a book that works on clients in the nicest possible way, then don't fall for that yourself. It doesn't have to be. You can achieve 85%, 90% of the benefits at 10% or 15% of the overhead. So yeah, so the first thing is don't get caught up in this thing that the book is a product. Forget about traditional publishing. You can benefit from some of the same elements of it, but don't get caught up with the same problems.

Betsey: Very good. Yeah, I think this is good to be back and doing it. It is.

Stuart: Yeah, it has been too long.

Betsey: Yes, but it's good. It's a good reminder for us, but also for the people listening, how the process works and how you should be doing it. And if you look at it in a sense that I've got to write this human book and tell everybody everything I know, then that to me I would just go back to bed because that's extremely overwhelming to think about that and that's the whole idea and she's three years ago it's funny, yeah, and that's just it, and I think that's what happens.

Stuart: That is probably a good place to wrap, then, for this one, and then we'll save some the minimum effective podcast.

Betsey: There we go. Yeah, I don't want to overwhelm people harp on too much about the same things this time, yeah.

Stuart: Yeah, yeah, yeah, there's plenty more and well, and that's a great example actually. So we've talked about how to begin the process and think about it so that you really get moving before the end of this year to get ready for next year, because there's a timely opportunity in the year end, so it makes now a better time to get this done than later. But, just as we were talking about with the books, there's many more elements that at some point you need to know not necessarily today, but you need to know. So we should give people a place to find out more information.

Betsey: Very good, you can always reach out at support at 90minutebookscom and you can come up on the call if you want to talk about it as well.

Stuart: Yeah, yeah, that's a great idea. Yeah, any questions?

Betsey: reach out to us. We're always happy to help.

Stuart: Yeah. And then the last one, I guess, is we're thinking about this as we go along with the last one would be just get started. I mean the absolutely the quickest and fastest way to get this done is just us do it for you and guide you through the process and help you with all of the pain in the neck, production steps and covers and pulling it all together. So head over to 90minutebookscom for all of the packages that we've got over there Definitely by far the quickest way of doing it.

Betsey: Yeah, there you go.

Stuart: This has been good, good to record some words with you again and looking forward to the next one.

Betsey: All right, love again. Thank you.