High-Trust Business Podcast

Your book might have incredible information, but if it doesn't have a hook, it won't get the attention it deserves.

Justin Breen spent years as a journalist before starting his PR company BrEpic in Chicago. That background gives him a unique perspective on what captures attention, especially with media. He's seen thousands of pitches and knows exactly what makes people stop and listen.

The conversation focuses on why your book needs more than just expertise. Sure, your knowledge is valuable, but people connect with stories. They remember emotional moments. They share things that made them feel something.

Justin breaks down how to create that connection and why it's especially critical if you want your story picked up and shared. When someone talks about your book, they need a reason beyond "it has good information." They need the hook that makes your message stick.

Show notes: https://mrstuartbell.com/podcasts/htb/089-a-hook-for-your-book-with-justin-breen/

About Justin Breen: 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, I'm talking with Betsey about all the great initials… BCC's and CTA's, as we dive into your back cover copy and call to actions.

We've talked about some of these in the past, but it ties in nicely with the show over the last couple of weeks when we looked at your tables of contents and then last week when I spoke with Dean last week about your email followup.

Your back cover copy, and the step you want someone to take next is very specific to the context of how you use your book, so today we have two great examples to go deep into.

If you've ever questioned what the best next steps are, or how to guide and orchestrate people's thinking into an action, rather than just reading for the sake of reading, then this is going to be a great show for you.

LINKS

Questions/Feedback: Send us an email

Your back cover copy might be the most overlooked part of your entire book strategy. Most people treat it like an afterthought, but it's actually where you convert readers into prospects.

Betsey and I break down two real examples of back cover copy that work. You'll see exactly how to craft yours based on how you actually use your book. The financial planner who hands books out at networking events needs different copy than the consultant who sends books to warm leads.

We're also covering call to actions that actually get people to take the next step. Not the generic "visit my website" stuff that everyone ignores. The specific actions that move people from curious readers to engaged prospects.

This connects directly to what we covered in recent episodes about table of contents and email follow up. Your book is a system, and every piece needs to work together.

Show notes: https://mrstuartbell.com/podcasts/htb/088-bcc-s-and-cta-s/

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, we have a great episode as Dean and I talk about 'what to do now, your book is complete'.

It's a question we often get because we talk a lot about your book being the first step in the process. In reality, a lot of the engagement you're going to have with people comes from the longterm relationship you'll build.

Not everyone is ready to take action straight away. Staying in touch with people is key to being front of mind, and there, ready to help whenever they are ready to take that next step.

Some great insights from Dean into your email followup, both immediately when someone opts in, and then over the following days. We're always looking to ask the right questions to engage and elicit a response that identifies your five-star prospects — the people who are most likely to want to do business with you.

Don't forget to grab a copy of Email Mastery from EmailMastery.com to dive deeper.

LINKS

Questions/Feedback: Send us an email

Your book is finished and people are downloading it. Great start. But here's what most people miss: your book is just the beginning of a much longer conversation.

The real business doesn't come from people who buy immediately. It comes from the 80% who aren't ready yet but will be in six months, a year, or two years. Staying connected with these people is where you'll build your business.

I walk through the exact email sequences that work. How to follow up immediately when someone opts in. What questions to ask that get responses and identify your best prospects. How to stay front of mind without being pushy.

This isn't about sending newsletters. It's about building relationships with people who'll eventually become your best clients.

Show notes: https://mrstuartbell.com/podcasts/htb/087-engaging-potential-clients/

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 we're talking with John Akhoian, the owner of Rooter Hero, a plumbing company based out of California and Arizona.

John has written three books with us, and what's really interesting is the passion he brings to the subject. Not only for the passion for his own company, but a passion for the industry as a whole, and what other plumbers and tradespeople can do to really amplify their business and set up a company that's going to provide for them and their family.

You can really see the development of this idea in the three books he wrote.

Starting with a book to identify potential new team members, a way to staff their organization, John introduces the subject of a successful career in plumbing to people who may not have even thought of that as a career path. His second book talks about his progress toward creating 99 millionaires from the plumbing business, and his latest, Values First, reinforces his company philosophy in how they treat both members of the team and customers.

This is a great, wide-ranging episode that will spark a lot of great ideas on how you can engage clients and your team with a book.

LINKS

Questions/Feedback: Send us an email

John Akhoian owns Rooter Hero, a plumbing company operating across California and Arizona. What sets him apart isn't just his business success, it's how he thinks about the entire plumbing industry.

John's written three books, each serving a different purpose in his business strategy. His first book targets potential employees who might never have considered plumbing as a career path. The second focuses on his goal of creating 99 millionaires within the plumbing business. His latest, Values First, reinforces how his company treats both team members and customers.

This conversation shows you how one business owner uses books strategically, not just for customers but for recruiting, team building, and company culture. John's passion for elevating the entire plumbing industry comes through clearly.

You'll walk away with specific ideas about using books beyond just customer acquisition.

Show notes: https://mrstuartbell.com/podcasts/htb/086-creating-wealth-in-plumbing-with-john-akhoian/

About John Akhoian: 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 I'm talking with Betsey about something we haven't covered on the show for some time. Your content.

Not so much the details of what to include, but more its structure and how even this can be a motivator for people as you compel them to take the next step.

We know you know your stuff and have some great ideas to get started. We know you have an easy way for people to take the next step and begin to work with you. But, we also know that actual read rates are pretty low.

Taking time to think about your Table of Content as something that reinforces people's belief they're in the right place, and you're the one to help them, encourages you to look at this page as the stepping stones from the question in the title, to the answer in the next step.

Imagine people only came in because of the title; they saw the 1,2,3,4,5… steps of the Table of Content, would that compel them to jump to the call to action, or would it confuse them, and hold them back from taking the next step.

The great thing about the BookBlueprintScore.com is that it helps amplify each of the parts of your book, and it's little considerations like this that can add up.

LINKS

Questions/Feedback: Send us an email

Most authors treat their table of contents like an afterthought. Just a boring list of chapters between the title and the real content. That's a massive missed opportunity.

Here's what actually happens: people see your title, flip to the table of contents, and decide right there whether you're the person who can help them. They're not reading every word you wrote. They're scanning those chapter titles to see if you understand their problem.

Your table of contents should tell a story. It should map out the exact steps from their current frustration to the solution you're offering. When someone reads down that list of 5 or 6 chapters, they should think "Yes, this person gets it" and jump straight to your call to action.

After more than 1,200 books, I've seen how small changes to chapter structure can dramatically improve response rates. Your content expertise isn't the problem. It's making sure people can see the path from where they are to where they want to be.

Show notes: https://mrstuartbell.com/podcasts/htb/085-your-toc-roadmap/

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, we have a little bit of a different episode because you're not going to hear from me, you're going to hear from Dean Jackson and Jonathon Schultheiss.

Now you might remember Jonathon from a show we did a few weeks ago talking about his new book 'Focused' and the way he's getting a lot of media attention, really orchestrating some TV appearances. Well, earlier in the year, Dean and Jonathon had a conversation over on the More Cheese Less Whiskers podcast talking about the bigger picture of his 'Before Unit' and some of the things Jonathon's doing outside of just of his book.

The conversation focused on picking the target market he's going for, deciding on the assets, the things that people are going to be most interested in receiving to start the conversation, and then how his book and the other pieces fit together into the overall funnels and campaigns.

It's a really great episode. You're going to get a lot from this, and there are a lot of transferable ideas that you can take away.

LINKS

Questions/Feedback: Send us an email