High-Trust Business Podcast

You know that feeling when you start something important, then life gets in the way, and suddenly months have passed? That's exactly what happened with this show. And it's the same thing that happens to authors everywhere.

The reality is, writing your book isn't your day job. Your day job is running your business, serving clients, putting out fires. So when something interrupts the flow, it's incredibly easy for the pattern to break. A week becomes a month. A month becomes a year.

We see it constantly. Clients come back two years later to finally start the book they thought would take a few weeks. Looking at the date of our last episode, we're guilty of the same thing.

But here's the thing about books. They're perfect conversation starters, especially when you're reconnecting with people after a long gap. Whether you're reaching out to old prospects or past clients, having a book gives you the perfect reason to restart those relationships.

Sometimes acknowledgment is the first step toward getting back on track.

Show notes: https://mrstuartbell.com/podcasts/htb/114-didn-t-we-used-to-do-a-podcast/

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 have a great conversation about the potential of the 'Roaring 20's' and the opportunity to start engaging with future customers now by sharing ways they can make the most of the current situation.

Everyone's optimistic about the potential for the next 6-24 months, but the day-to-day reality for many might be quite different. Whether it's new rules and regulations, different ways of working, or customers wanting different experiences, many will need to adapt.

It's this change that presents the opportunity for you. Whether you're working with B2B or B2C clients, thinking about what's changed for them, and helping them navigate these changes by writing a book that solves their 'today' problem, will build relationships that lead to business tomorrow.

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Everyone's talking about the potential for a new Roaring Twenties, but here's what they're missing: the recovery won't be automatic for your prospects. They're dealing with new regulations, different ways of working, and customers who want completely different experiences.

That gap between optimism and reality? That's your opportunity.

Your future customers are struggling with 'today' problems right now. They need help adapting, and they need it from someone who understands their current situation. Writing a book that solves their immediate challenges positions you as the obvious choice when they're ready to spend again.

This isn't about waiting for things to get back to normal. It's about recognizing that change creates demand, and the businesses that help people through that change first will win when the spending starts.

Show notes: https://mrstuartbell.com/podcasts/htb/113-get-ready-for-the-roaring-20-s/

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, I’m talking with Betsey Vaughn about work we’ve recently been doing with some clients to customize their books to capture the current moment. Writing with a specific purpose is always our advice. Whether you have a book you’re looking to repurpose, or you have a message or framework you can tailor to reflect what’s happening in the world, clearly showing why your message is useful at this moment is a great way to engage people. There are various ways to achieve this, some more effective than others, but at the end of the day, it comes back to knowing your single target audience and having a purposeful outline.

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Your book doesn't exist in a vacuum. The most successful authors I work with understand that timing your message to what's happening right now can be the difference between a book that sits on shelves and one that people actually read.

Betsey Vaughn and I have been helping clients customize their existing frameworks to capture this moment. Not by chasing trends, but by showing why their core message matters more today than ever.

There's a right way and wrong way to do this. Chase the wrong trend or try to be all things to all people, and you'll dilute your message. But get specific about your single target audience and how current events make your solution more necessary? That's when books become tools people can't put down.

We'll walk through real examples of what's working and what isn't.

Show notes: https://mrstuartbell.com/podcasts/htb/112-capturing-the-moment/

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’m talking with Betsey Vaughn about the intentionality you have when it comes to your book.

People often think about this in terms of the purpose or job of work of their book, but really, intentionality applies to each part of your book, from the obvious elements like title and call to action, through to the often overlooked parts like the intentionality of examples you use to reinforce your message.

All of this is easier when you start with the end in mind and have a clear target audience, with an easy to follow next step you want people to take.

Like a chess player thinking ten moves ahead, when you know the path you want people to follow, each part of the process can be tuned to this outcome.

This is a great episode looking at ways to get that bit extra from the work you are doing to create your book.

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Most people think about their book's purpose once, then forget about it. But intentionality isn't just about your overall goal. It's about every single piece working together.

Betsey Vaughn and I break down how this plays out in practice. Your title should point to your call to action. Your examples should reinforce your main message, not just fill pages. Even your stories need to serve a specific purpose in moving readers forward.

The difference between books that convert and books that sit on shelves often comes down to this kind of intentional design. When you're clear on exactly where you want people to end up, every chapter becomes a stepping stone toward that destination.

You'll walk away with a framework for making sure every element of your book earns its place.

Show notes: https://mrstuartbell.com/podcasts/htb/111-intentionality/

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

Today on the Book More Show, I’m talking with Betsey Vaughn about the importance of knowing who you’re writing for and picking a single target audience.

This is the first mindset in the Book Blueprint Scorecard, and it’s first for a reason.

Many people are fearful of missing out on potential customers by being too niche. The truth is, your book has a specific job of work to do, starting a conversation with potential clients, and it does that best by talking directly to them in a way that resonates.

For most businesses, it would be a challenge to be too niche. Think about your customers for a moment. Of all the types of people you work with, how niche would you have to go before dominating that group is too small to be worthwhile?

Being specific has enormous benefits, not only in the book you write but also in who you advertise it too, how you follow up, and the supporting information you share to amplify the point and compel people to take the next step.

It also makes it much, much, much easier!

There are some great examples in this show to help get your idea dialed in and your book out there.

And don’t forget to complete your own scorecard below.

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Most business owners think going narrow with their book audience means missing out on potential customers. They're dead wrong.

Your book isn't trying to appeal to everyone. It's got one job: start conversations with people who might buy from you. And it does that best when it speaks directly to a specific group in their language about their specific problems.

Think about your actual customers right now. How narrow would you really have to go before that group becomes too small to matter? Chances are, you could get way more specific than you think and still have plenty of people to work with.

Being specific makes everything easier. Writing becomes clearer. Marketing becomes cheaper because you know exactly who to target. Follow up becomes more effective because you're speaking their language. You'll hear real examples of how this plays out and why the fear of being "too niche" is usually just that, fear.

Show notes: https://mrstuartbell.com/podcasts/htb/110-knowing-your-audience/

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

Today on the Book More Show, I'm talking with Betsey Vaughn about ways to amplify the message of your book.

We know it takes most people months or years, rather than days or weeks, to become a client, so you need a way to stay in touch with people until they are ready.

A regular flagship broadcast email, like a podcast release, is great, but there's also the opportunity to create micro-funnels of content by amplifying specific points from your book. These mini-campaigns can be sent to people throughout the year, and the best part is they're easy to create as you've done all the hard work to get the words in your book already.

Picking 5 or 6 key points to amplify, then recording video or writing emails that go deeper into that point, is the fastest way to create relevant, engaging content people want to receive. Releasing these as mini-campaigns with a call to action will allow potential clients to take action and move to the next step.

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Questions/Feedback: Send us an email