High-Trust Business Podcast

You're getting something different today. Instead of me talking, you're hearing a conversation between Dean Jackson and Jonathon Schultheiss that dives deep into building your 'Before Unit'.

Jonathon's the guy who wrote 'Focused' and has been getting serious media attention with TV appearances. But this conversation goes way beyond his book to look at the bigger picture of how he's targeting his market and what assets he's using to start conversations.

They walk through picking your target market, deciding what people actually want to receive from you, and how your book fits into your overall funnel. It's not just theory. Jonathon shares exactly what he's doing and why.

If you're thinking about how your book connects to everything else you're doing, this conversation will give you a clear framework to work with.

Show notes: https://mrstuartbell.com/podcasts/htb/084-dialing-in-your-before-unit/

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've got a great episode because I had the opportunity to talk with Bill Bloom.

Bill's a financial advisor from Chicago, and if you've been listening for any time to the show, you've probably heard me talk about Bill because he's created some great example of books that really resonate. He's an example always springs to mind.

We've known Bill for a long time. He wrote his first book with us 'The Yachters Guide to Early Retirement' a couple of years ago. It's a book that dials in on a niche that he's engaged with, and it really opened some doors to speaking engagements which continue to this day.

His second book is called 'Retire As You Desire' and what a name that it is! It really resonates with people. It rolls off the tongue, there's something humorous about it, it sticks in your mind, but also, more importantly, it delivers on a promise. It does what it says on the tin. It gives the indication of an outcome, of a better solution, and it's the perfect way of getting people to raise their hand.

Once they've raised their hand, his funnel then leads them into a meeting opportunity because he regularly now runs Retire As You Desire workshops in his local area.

I'm very excited to be able to share with you. There are a lot of take away's and ideas for you here.

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Bill Bloom's a financial advisor from Chicago who's cracked the code on turning books into business. His first book, 'The Yachter's Guide to Early Retirement,' opened doors to speaking gigs that still pay off today.

His second book, 'Retire As You Desire,' is a masterclass in titles that work. It rolls off the tongue, sticks in your head, and promises a specific outcome. But here's the smart part: Bill doesn't just hand out books and hope for the best.

He's built an entire system around the book. People read it, get interested, and funnel straight into his 'Retire As You Desire' workshops. These aren't one-off events either. Bill runs them regularly in his area, and they consistently fill his calendar with qualified prospects.

You'll hear exactly how he structures this system and why his approach works when so many other advisors struggle to get noticed.

Show notes: https://mrstuartbell.com/podcasts/htb/083-retire-as-you-desire-with-bill-bloom/

About Bill Bloom: Website | LinkedIn

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 Betsy Vaughn, and we're going to dive a little deeper into a topic we touched on last time.

We often talk about your book as the greatest lead generation tools you have. It really is the best way to get invisible prospects to raise their hand, but the secret is how do you engaging and interacting with those people over the long term.

It's over the next number of days, weeks, months, years, that you have the opportunity to speak with them, educating and motivating them, to do business with you and by showing how you can best help.

Obviously your immediate opt in sequence is important. Following up with people straight away so those who are the most engaged, the most ready to go, can take action, but then it's how you engage with all of the rest of the people over the longer term. One of the best ways to do that is a podcast.

We introduced this idea in the last episode, and we're going to dive deeper this time giving you some more actionable ideas, and it's going to be something we talk about increasingly over the coming weeks and years as it gets more attention out in the world and people realize just how many options you have to do things with that content once you've created it.

As we mention in the show, if you're interested in us helping you get your podcast set up and produced each week, just send an email to [email protected], and we'll get you all the details.

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Questions/Feedback: Send us an email

You wrote your book to generate leads. It worked. People downloaded it, maybe even read it. Then what? Most businesses nail the immediate follow-up sequence but completely drop the ball on long-term relationship building.

After more than 1,200 books, I've watched this pattern repeat endlessly. You get someone's attention with your book, send them a few emails, then hope they remember you when they're ready to buy. That's not a strategy, it's wishful thinking.

Podcasting solves this problem better than any other tool I've seen. It keeps you in front of your prospects week after week, positioning you as the obvious choice when they're ready to move forward.

This conversation breaks down exactly how to use podcasting as your follow-up engine. You'll hear why it works so well, how to get started without getting overwhelmed, and what to do with all that content once you've created it.

Show notes: https://mrstuartbell.com/podcasts/htb/082-the-easiest-way-to-follow-up/

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 about your Flagship Broadcast… the way you keep in touch with people after they show up on your radar.

The reality is, more people will be ready to engage with you over the long term, than the short term. Your book is the perfect tool to encourage interested people to raise their hand, but most of your opportunity to work with these people lies in the ‘long-tail’, so today we’re talking about why it’s important to be front of mind, and the simple ways you can create that ‘Flagship Broadcast’ to keep in touch.

With so many demands on your time, it’s important to be efficient with your effort, and there are some great ideas here to stay in front of people interested in the thing you do.

We also mentioned ‘Dial Talk Done’, our podcast service designed to be your flagship broadcast tool. If you've heard us talking about it before & are interested in being part of the first group, just shoot an email to [email protected] and we’ll get you all the details.

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Questions/Feedback: Send us an email

Your book gets people to raise their hands. But most aren't ready to buy today.

That's where your flagship broadcast comes in. It's your regular way of staying in touch with everyone who's shown interest but isn't quite ready yet. Because here's what most people miss: your biggest opportunity isn't with the person who calls tomorrow. It's with the 20 others who'll be ready six months from now.

You're busy. The last thing you need is another time-consuming project. That's why the best flagship broadcasts work on autopilot. Whether it's a weekly email, monthly newsletter, or simple podcast, the key is consistency without constant effort.

This episode breaks down exactly how to create something that keeps you front of mind without burning you out.

Show notes: https://mrstuartbell.com/podcasts/htb/081-flagship-broadcasts/

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 we’re talking about books to identify invisible leads and books that motivate people to take the next step.

If you’ve followed us for any time, you’ve heard us refer to Dean’s 8-Profit Activators and the before unit, looking at how you attract and engage with future customers. We’ve talked about Profit Activator 1: selecting a single target market in the past, well today we’re going a little deeper into Profit Activators 2 & 3, compelling your best prospects to raise their hand, and educating and motivating them to take the next step.

How you plan to use your book will influence your title, content, and next steps, and understanding the difference between Profit Activator 2 & 3 will help narrow your scope. It will guide your thoughts on the content and help craft a clearer call to action. All of which means you’re more likely to get your book created and out there working for you.

Every book is a combination of the 2, but understanding that identifying leads and motivating people to take the next step are two distinct mindsets (both for you and your potential customer) is one of the most important lead generation tips we can share.

As always, getting any book out there is better than no book, so don't let this distinction be an excuse to slow down. Instead, think about whether the main ‘job of work’ of your book is to identify people who don't yet know you, or to motivate those who do, to take the next step… Then get on with getting on.

Check out these links for the 5 Book Title formulas and 8-Profit Activators books we talk about.

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Questions/Feedback: Send us an email

Your book has two possible jobs. It can identify people who don't know you exist yet. Or it can motivate people who already know you to take the next step.

Most people try to make their book do both. That's a mistake. When you're clear on your book's primary job, everything else gets easier. Your title becomes obvious. Your content has focus. Your call to action gets specific.

This comes down to Dean Jackson's Profit Activators 2 and 3. Activator 2 compels your best prospects to raise their hand. Activator 3 educates and motivates them to take the next step. Different audiences, different approaches.

Don't let this become an excuse to overthink things. Any book beats no book. Just decide whether you're primarily hunting for invisible prospects or converting people who already know your name. Then write accordingly.

Show notes: https://mrstuartbell.com/podcasts/htb/080-your-book-s-job-of-work/

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 about the best way to use your presentation or webinar in your book.

It’s a question we get asked a lot… ‘I have a presentation recorded, can I use that to create my book’, and while getting it transcribed and edited may seem like a simple solution, there are many problems that come up when you try to jam your words from stage into the pages of your book you hope will be the start of a great customer conversation.

The good news is, there are a number of way you can use presentations or webinars you’ve already created to their maximum effect, and today we’re going to run through both the downside of straight reuse and the benefits and advantages you have by building on the work you’ve already done, in the right way.

The 90-Minute Book model of taking 30 minutes to outline your content, and 60 minutes to record something targeted is the fastest way to create a book that’s absolutely fit for purpose. Having helped create over 500 titles we’ve seen what works well, and what slows the process to a crawl.

Whether or not you’re working with us directly, today’s show will help you get your book out there quickly, and amplify your message with the presentation you don’t want to waste.

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Questions/Feedback: Send us an email