Scott Tucker runs a federally licensed retirement planning practice out of Chicago, and he's built his entire client pipeline around two books he wrote for two very different jobs. One is short and built for lead generation. The other is over 200 pages and built to answer every question a serious prospect might have before they ever sit down with him.

What I liked about this conversation is how deliberate Scott is about matching the tool to the job. His workshop attendees are already serious, so they get the deeper book. His Facebook and radio audience needs a lighter hook, so they get the shorter one. Same expertise, two different doors into it.

We also got into something every high-trust business owner deals with: people don't act on your advice the moment they need it, they act when procrastination finally runs out. Scott talked about clients who first heard from his office years ago and are only now getting around to calling. His book sits on their coffee table the whole time, doing quiet work, reminding them they already picked their guy.

If you've ever wondered whether your book needs to be a hundred pages or ten, this is a good listen. Scott makes the case for having both, and using each one on purpose instead of by accident.

Show notes: https://mrstuartbell.com/podcasts/htb/203-turning-your-book-into-a-client-filter-with-scott-tucker/

About Scott Tucker: Website | LinkedIn

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