High-Trust Business Podcast

You know writing a book makes sense for your business. But you're stuck on exactly why it'll work, and that's keeping you from starting.

Dean and I break down the three types of books that actually move the needle: lead generation books that attract the right people, lead conversion books that turn prospects into clients, and blueprint books that position you as the obvious expert.

The key is matching your book type to where people are when they find you. Are they just discovering they have a problem? Ready to buy but choosing between options? Or already working with you and need to see the full scope of what's possible?

We also talk about why most people get paralyzed by the idea of writing a book, when really it's just another conversation with your ideal client.

Show notes: https://mrstuartbell.com/podcasts/htb/039-why-a-book/

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

Every so often we get a cluster of similar questions. That happened recently with people asking about adding a price to their book.

Betsey & I start this show by addressing some of the pro's and con's to this approach before going on to talk about some of the other ways to get your book in front of a local audience.

Adding a price can reinforce a perceived value, but there is the risk of setting unrealistic expectations with people buying your book that could lead to negative public comments. As we're talking about lead generating books, that negative sentiment could unnecessarily impact your 'actual' products or services.

We also talked about the book titles workshop replay (link available below) and the Realtor Case Study looking at the time it take leads to convert. The red line on the below chart shows the marketing costs and the yellow lines/dots show when people originally opted in before later converting and triggering a commission (the green line).

It again highlights the value of a lead over the long term rather than looking for short term wins and the best way to compel invisible prospects to raise the hand... Your book!

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You've written your book. Now comes the question: should you slap a price on the back cover?

It's tempting. A price tag makes your book look "real" and adds perceived value. But here's what most people don't consider: when someone buys your book expecting a $19.95 experience, they judge it against commercial books. That sets up unrealistic expectations for what's really a lead-generation tool.

The bigger risk? Negative reviews don't just hurt your book. They can damage your main business since your book is tied to your professional reputation. When someone leaves a one-star review saying "This wasn't worth $20," potential clients see that.

We also cover practical ways to get your book in front of local audiences and look at real conversion data showing why you need to think long-term with book leads. Some of the best clients don't convert for months or even years after they first get your book.

Show notes: https://mrstuartbell.com/podcasts/htb/038-adding-a-price/

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

The design of your cover is an opportunity amplify your title and one of the most important ways you can get the attention of passing 'eyes'.

Designing something that achieves this without being distracting is both a skill and an art.

Today I'm talking with Glen Linton, one of our two in-house designers. Having created close to 200 covers, there aren't many subjects Glen hasn't created a cover for.

This is a great call, not only for someone looking to design their own cover, but also for people working with us, as we talk about some of the key pieces of information that help Design create a Killer Cover for you.

I also mention the Titles Workshop we're doing with Dean Jackson on Wednesday 27th. Picking the right title is the most important factor in getting people to raise their hand. Wednesday's call will give you an insight into the important elements of a great title and give you the opportunity workshop a title with Dean directly.

You can register here

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Questions/Feedback: Send us an email

Your cover needs to do one job: get people to stop scrolling and read your title. Sounds simple, but most covers fail at this completely.

Glen Linton designs covers professionally and he's created close to 200 of them across every subject you can imagine. He knows what works and what doesn't.

You'll hear the specific elements that make covers work, why less is usually more, and the key information your designer needs to create something that actually serves your book's purpose. Glen walks through real examples and explains his thinking behind design choices.

This isn't about making your cover pretty. It's about making it effective.

Show notes: https://mrstuartbell.com/podcasts/htb/037-designing-great-covers/

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

Even a complicated subject can be simplified through a book, to start a conversation and predispose people to take the next step with you.

Today, we're talking with Dr. Sunny Kim, the President of Progressive Rehabilitation in Cedar Rapids, Iowa. A practice that specializes in the non-surgical treatment of spine, sports and musculoskeletal pain conditions.

It was a great call and especially interesting to hear how he's using his book, 'The Ultimate Non-Surgical Knee Pain Solution' to begin to educate patients about this relatively new and technical procedure.

This understanding helps potential clients self-select, predisposing them to the next step and ultimately leading to much better conversations.

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Questions/Feedback: Send us an email

Most medical practices struggle to explain complex procedures to potential patients. Dr. Sunny Kim found a better way.

Sunny runs Progressive Rehabilitation in Cedar Rapids, Iowa, specializing in non-surgical treatments for spine, sports, and musculoskeletal pain. His challenge? Explaining relatively new, technical procedures to people who've never heard of them.

His solution was writing 'The Ultimate Non-Surgical Knee Pain Solution.' Instead of trying to educate people during expensive consultation time, his book does the heavy lifting first.

The result? Patients show up already understanding what he does and why it might help them. No more confused prospects. No more starting from zero in every consultation. Just better conversations with people who've already decided they're interested.

Show notes: https://mrstuartbell.com/podcasts/htb/036-better-conversations-with-dr-sunny/

About Dr. Sunny Kim: 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

We often talk of creating a book in terms of identifying your current clients, researching the information they're looking for and creating something of value for that group.

Today, we're looking at another approach and the opportunities to write something valuable, triggered by an external change.

Our main goal is to identify invisible leads and being there to offer helpful information when someone suddenly realizes they need to 'do something' is a great way to do just that.

Whether this is a time based event, or a change caused by policy, legislation, technology or environmental issues, change often creates an information void for people and presents the perfect opportunity for you to fill it.

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Most people write books for their existing clients. But there's another approach that catches people at exactly the right moment.

Every time something changes in your industry, it creates an information gap. New regulations. Technology shifts. Policy updates. These changes leave people scrambling for answers they didn't need yesterday.

Your book becomes the bridge between confusion and clarity. You're not competing with other experts for attention. You're the first voice people hear when they suddenly realize they need help.

I'll walk through how to spot these opportunities before they're obvious to everyone else. You'll learn to position your expertise where it matters most, when people are actively looking for solutions.

Show notes: https://mrstuartbell.com/podcasts/htb/035-filling-the-void/

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

Writing your book is a big step, but using it to start a conversation with a potential customer is the most important part.

Today, I'm talking with Dean about the ways your book can help set up a compelling conversation that draws out your five-star prospects from the crowd.

By thinking a few steps ahead, knowing who your readers are and the ideal step you'd like your best readers (customers) to take, you can create a follow up sequence that starts the relationship in the best way. By offering information that helps.

All leading toward getting that 'love letter' reply.

You'll definitely want to check out the show note to see this.

LINKS

Questions/Feedback: Send us an email