High-Trust Business Podcast

You've got a great webinar recording sitting there, and you're thinking it could become your book. Just transcribe it, clean it up, and you're done, right?

Wrong. After more than 500 books, I've seen this approach create more problems than it solves. Stage language doesn't translate to page language. Your presentation timing doesn't match reading rhythm. What works live falls flat in print.

But here's what does work: using your webinar as the foundation, not the final product. Your presentation proves you know your stuff and gives you a tested structure. Now you can build a book that actually starts conversations instead of just sitting on shelves.

I'll walk you through why straight transcription kills momentum, how to extract the good stuff from your existing content, and the targeted approach that gets your book done fast. Your webinar doesn't have to be wasted effort.

Show notes: https://mrstuartbell.com/podcasts/htb/079-using-your-webinar/

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 have a really great call for you. We’re talking with Jonathon Schultheiss who’s just finished his second book, Focused - The Financial Freedom Formula, and I can’t wait for you to hear about some of the amazing opportunities he’s created to get media attention.

Having already created a book, hyper-targeted at the group of people he really wants to work with, he created Focused to have a way to identify a broader group of people because he knows he can ‘sift and sort’ them later.

In just the last few weeks since completing his book, Jonathon has appeared on TV, spoken at NASDAQ and had his book featured on the Jumbotron in Time Square.

Having seen what he’s doing, I want to get him on the show to share his experience and give us some tips to do the same.

We talk a lot about directly engaging potential customers, and that is still the number one purpose of your book. But, just as with last weeks ‘long tail’ discussion, now you have your book created, there are some unique ways to make it work even harder, and get you access to potential customers that you may struggle to reach.

Jonathon has great energy, he’s a great cheerleader for the help he can provide, and he has some great tips for anyone looking to get more publicity and social proof.

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Jonathon Schultheiss wrote his second book to cast a wider net. His first was laser-focused on his ideal clients. "Focused - The Financial Freedom Formula" targets a broader audience because he knows he can sort the right prospects later.

The results? In just weeks since finishing the book, he's appeared on TV, spoken at NASDAQ, and got his book featured on the Times Square Jumbotron. Not bad for a financial advisor from outside New York.

Jonathon breaks down exactly how he's getting media attention and turning his book into social proof that opens doors. Your book's primary job is still connecting with prospects directly. But once it exists, there are ways to make it work harder and reach people you'd never access otherwise.

If you're wondering how to get more mileage out of your book beyond the obvious marketing, Jonathon's got the playbook.

Show notes: https://mrstuartbell.com/podcasts/htb/078-focused-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’re talking about the long tail of promotion opportunities you have once your book is complete.

When you think about writing a book, there are probably a few campaigns that come to mind immediately. Ways you already know you want to use your book. It might be offering it as a download on your website, a Facebook campaign, In person at an event. These ideas are often the best use of your time and help you capture the most leads, but after that, there is still much more you can do…

The great news is now you have your book created, there are hundreds of opportunities to use it to engage with people. These are the smaller, more specific times you find yourself with the chance to capture people’s details, if only you had a reason for them to share their information.

By taking a little time to orchestrate these opportunities, you can create multiple ways to start a conversation, and even more chances to uncover ‘oil wells’. Groups of people you might have previously passed over because you didn’t have a compelling way for them to raise their hand.

Your first push should definitely be in the big ideas, but there are huge opportunities hiding in the long tail.

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You've got your big book campaigns mapped out. Website download, Facebook ads, speaking events. Smart moves that'll capture the most leads right away.

But you're missing something huge. After those main campaigns, there are hundreds of smaller opportunities sitting right in front of you. Moments where people would gladly share their contact info, if only you had something compelling to offer.

I'm talking about the long tail. Those specific, targeted situations where your book becomes the perfect conversation starter. Professional associations. Local networking groups. Industry forums. Even casual conversations that could turn into something bigger.

Your book isn't just a lead magnet for your main audience. It's your universal business card, your reason to start conversations with people you'd never reach otherwise. Some of these smaller groups might surprise you and become your best sources of business.

Show notes: https://mrstuartbell.com/podcasts/htb/077-the-long-tail/

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 some different types of books than usual.

This morning I grabbed a copy of a book we recently completed and was surprised to be reading about their company culture rather than the strategy I was expecting.

I so often find myself in a lead generation conversation, it's easy to forget that about 30% of the books we help create fall into this ‘other’ category, so today we're going deeper into some of these other book types.

Whether your book is for lead generation or about your company culture, your personal legacy, or stories from your customers, personal messages and real accounts are great at breaking through & resonating with people.

The aim of everything we encourage you to do is to increase the amount people know, like and trust you, and this applies just as much to staff, family or investors as it does to potential customers.

This is a great call if you have those relationships, even if it's only with a handful of people, because sharing your story in the pages a book moves a conversation in a way that's difficult to replicate in any other form.

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I picked up a book we recently completed this morning, expecting to read about business strategy. Instead, I found myself reading about company culture. It caught me off guard.

I spend so much time talking about lead generation books that I sometimes forget about the other 30% we create. Books for company culture. Personal legacy. Customer stories. Internal communications.

Whether you're writing for potential customers, your team, family, or investors, the goal stays the same. You want people to know, like, and trust you more. Your personal story does that better than any sales pitch.

If you've got relationships that matter to you, even just a handful of people, sharing your story through a book moves conversations in ways nothing else can match.

Show notes: https://mrstuartbell.com/podcasts/htb/076-personal-stories/

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 looking at the '7 Key Factors in Creating Compelling Ads' and how you can use that framework to help create or promote your book.

Whenever you come across a framework, it's a great opportunity to use it through the lens you want. This works for any framework out there, even if it's not directly applicable to your subject. By altering the words slight, or changing the context to better match yours, using a different framework can be a great way to prompt yourself to answer questions you may not have previously thought of.

This particular one comes from the Breakthrough Blueprint Online course (BreakthroughDNA.com) and is part of Profit Activator 2) Compelling Prospects to Call You.

You'll recognize a few of the step as they are some of the contributing thoughts to the Book Blueprint Scorecard, but this is a great illustration of the point. Asking questions in a different way helps expand the conversation, and that's where opportunity lies.

If you've had a book idea in your head for while, this is a great show to prompt you to get it out and on to paper.

Don't forget to check out the Breakthrough Blueprint slide below.

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You've probably seen advertising frameworks that promise better response rates. But here's what most people miss: these frameworks work brilliantly for book projects too.

I'm walking through the 7 Key Factors in Creating Compelling Ads from the Breakthrough Blueprint course. Not because you need to run ads, but because asking the same questions through a different lens sparks ideas you wouldn't get otherwise.

You'll recognize some elements from other frameworks we've covered, but that's exactly the point. When you approach your book idea from multiple angles, you discover gaps in your thinking and opportunities you missed the first time around.

If you've been sitting on a book idea for months (or years), this episode will help you see it with fresh eyes. Sometimes all it takes is the right question to get everything unstuck.

Show notes: https://mrstuartbell.com/podcasts/htb/075-7-key-factors-in-creating-compelling-ads/

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 joins me to talk about seasonal books.

This is a great topic, because it has two big opportunities for you 1) the seasonality is a reason to get in front of potential customers, 2) it's a way of subtly conveying a sense of immediacy.

If you own a heating company, writing the a guide to Getting Your Home Ready for Winter is a great reason to share information in the fall. If you're a Financial Planner, a 2019 Tax Preparation Guide is a great reason to connect in the spring. The information is valid all year, but the seasonal spike in interest gives you a chance to have those potential clients raise their hand.

Alternatively, a florist creating the 2019 Outdoor Wedding Venue Guide is a great way to reach people planning to get married sometime over the coming years. lt may have very similar information to the 2018 guide, but it's just as valuable, and the date gives it a sense of immediacy. Similarly the 2019 Florida Medicare Guide may have some updated information from the previous year, but that title is more compelling and relevant than simply the Florida Medical Guide which is kept up to date.

There are many examples like this, where thinking about what is urgent in the minds of potential customers, even though you know the information is 'evergreen', is another amplification point to make those invisible leads, visible.

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