High-Trust Business Podcast

Your book's back cover is where invisible prospects decide whether to take the next step with you. Yet most people slap together a generic "call us for a consultation" and wonder why their phone doesn't ring.

There's a smarter way. Instead of trying to convince people to jump straight into an appointment, think about the smallest meaningful step they can take. What's the minimum viable commitment that moves them from invisible reader to visible prospect?

I walk through two different approaches: the explainer model ("here's how it works") versus the minimum viable commitment approach ("here's what to do next"). Neither is universally right or wrong. Your choice depends on how you're using your book and what job of work you need it to do.

Your back cover should match your book's purpose. If you're using it to identify leads, make it easy for people to identify themselves.

Show notes: https://mrstuartbell.com/podcasts/htb/019-back-cover-call-to-action/

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

In this episode we talk to Kevin Craig about his book The Professional Referral Solution and the surprising changes it has had on his business.

Written as a way to give people a benchmark understanding of how he built his real estate business, Kevin's book has lead to speaking engagements and requests for both group and individual coaching from other professionals.

As we head into 2017, Kevin talks about developing this additional stream of business further and reflects on the surprising opportunity his book helped create.

This is a great episode for anyone thinking about the benefits a 90-Minute Books might deliver for you and your business.

Kevin's book is also a great resource for anyone in sales looking for an alternative to cold calling. Grab a copy below.

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Kevin Craig wrote The Professional Referral Solution to give other real estate professionals a clear picture of how he built his business without cold calling. What started as a simple way to share his referral system turned into something much bigger.

The book opened doors Kevin hadn't planned for. Speaking opportunities started coming in. Other agents began asking for coaching, both one-on-one and in groups. What was meant to be a business card became the foundation for an entirely new revenue stream.

Kevin talks about how he's developing this coaching side of his business and the specific ways his book changed how people see his expertise. If you're wondering whether your knowledge could translate into opportunities beyond your current work, this conversation shows exactly how it happens.

This is also valuable if you're in any sales role and want an alternative to cold outreach. Kevin's referral approach proved there's a better way to build relationships and generate business.

Show notes: https://mrstuartbell.com/podcasts/htb/018-helping-launch-a-coaching-business-with-kevin-craig/

About Kevin Craig: 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

In this episode Dean & I talk about the importance of your book title and how to amplify your success by using some of the ingrained human triggers talked about in Robert Cialdini's new book Pre-suasion.

By selecting a title that allows someone to identify themselves as a potential client, 'it sounds like this book could help me...' and using the title and subheading to plant the seed of the solution you can offer, you'll not only start to identify previously invisible leads, but also begin to predispose people to engage in a conversation with you.

'The Adult Acne Cure' and 'Email Mastery' both begin to offer the benefit of the solution rather than just an improved process.

One of the most successful campaigns we've seen moves people from the below Email Mastery ad, to the book, to an email conversation... All perfectly congruent with the message of mastering email and building value at each stage.

Ad offering value.

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Your book title isn't just a label. It's your first sales conversation.

Dean and I break down how to craft titles that make people self-identify as potential clients. When someone sees "The Adult Acne Cure" or "Email Mastery," they're not just reading words. They're deciding whether your book speaks to their problem.

We dig into Robert Cialdini's "Pre-suasion" and how those psychological triggers apply to your book marketing. The best titles don't just describe what you do. They plant the seed of the solution you offer.

You'll hear about one campaign that moves people seamlessly from ad to book to email conversation. Each step builds on the last, all connected by a single, clear promise.

Show notes: https://mrstuartbell.com/podcasts/htb/017-book-titles-amp-presuasion/

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

You're going to love todays episode. Yesterday Dean recorded an interview with one of our authors Joel Johnson. Joel owns an investment company up in the North East and has been using 90-Minute book style books to attract clients with various different needs into his business.

It's an amazing behind the scenes looking into a successful marketing campaign.

Toward the end of their talk, the conversation turns to referrals and there's an amazing breakthrough to orchastrate very specific referrals using Joel's 'Forced to Retire' book.

This really is a fantastic episode for anyone considering a book, or looking for more way to leverage theirs.

If you're ready to get started on yours, just head back to the home page & hit the get started button.

This was also released on Dean's MoreCheeseLessWhiskers.com podcast. Head over there for more shows diving deep into the 8-Profit Activators with real businesses just like yours.

In the meantime, grab a coffee, grab a pen and listen in.

LINKS

Show notes: 90minutebooks.com/podcast/016

Questions/Feedback: Send us an email

Joel Johnson runs an investment company in the Northeast and he's figured out something smart about client attraction. He's using targeted books to pull in prospects with different financial needs, and the results speak for themselves.

This conversation gets into the mechanics of how Joel's marketing actually works. You'll hear the specific strategies behind a successful book-based campaign, not just theory.

The referral discussion toward the end is where things get really interesting. Joel's developed a systematic approach to generate targeted referrals using his book as the catalyst. It's not about asking for referrals generally, it's about creating specific pathways for the right introductions.

If you're thinking about writing a book for your business or you've got one sitting there not doing much, Joel's approach shows you what's possible when you get the strategy right.

Show notes: https://mrstuartbell.com/podcasts/htb/016-leads-amp-referrals-with-joel-johnson/

About Joel Johnson: 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

This week Betsey & I answer some of your questions... at least that was the plan. We end up deep diving 2 issues that come up time & again in the questions we field:

How long should my book be?

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You've got a book idea sitting on your to-do list. But two questions keep stopping you cold: How long should it be? And how much editing do I really need?

Betsey and I planned to tackle a bunch of your questions this episode. Instead, we went deep on these two because they come up constantly. And they're killing perfectly good book projects.

You'll hear why 50 pages beats 300 pages every time. Why your third draft is probably good enough. And how thinking about your book as a conversation starter changes everything about how you approach it.

This isn't about lowering your standards. It's about understanding what your book is actually supposed to do for your business.

Show notes: https://mrstuartbell.com/podcasts/htb/015-question-amp-answer-mp3/

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

This week I'm joined by Betsey Vaughn again as we discuss two ideas for creating content. Using other people's expertise to add value to your potential customers and leveraging external changes like regulation or technology changes to be first to market and provide potential customers with the information they are looking for.

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Questions/Feedback: Send us an email