10 Ways to Attract New Clients
From a Book Before it’s Written
F
or over 27 years, I’ve been helping independent professionals, entrepreneurs, and experts like
you to attract more and better clients automatically.
A powerful strategy we use is to help you turn your expertise into a book. Three thousand
years of history have made a physical book the ultimate symbol of expertise. If the book and its title
are developed correctly, a book also is the ultimate lead generator. Simple news about your
forthcoming book can start attracting clients to you, beginning as early as the first week you begin
your book project.
The following is the transcript of a teleseminar I did on this subject. What it reveals has been
an eye-opening experience for many people. So I suggest you pay careful attention.
By the way, during this session, I will be sharing with you how to request a free, 45-minute
“Book and Income Accelerator" session with my key staff member delivered personally by telephone
(a $500.00 value). So don’t miss that part of the teleseminar.
-- John Eggen
Publisher and President, Mission Publishing
A division of The Mission Marketing Mentors, Inc.
www.MissionMarketingMentors.com
This transcript is uncensored and unedited, so you can benefit directly from the live,
transformational experience of this session.
John:
Well, hello, everyone. This is John Eggen, the publisher at Mission Publishing, and
welcome to this teleseminar in the Leading Mentors Publishing and Marketing Program.
Our teleseminar will last 60 minutes and we have a super session planned for you tonight.
It's the first in a series of teleseminars I'll conduct on high-leverage marketing for your
books, information products, programs, and services. This teleseminar lays an important
foundation for you. It's such an important foundation that I'm going to spend a little extra
time with you in tonight's teleseminar. I want to tell you up front that this teleseminar will
go past our usual 60-minute mark. I'll speak for probably about 70 minutes before I open it
up for questions and answers. So, as we proceed along, please make a note of your
questions because what I'll cover tonight can really help you get new business more quickly
and easily.
Copyright © 2009 - 2013. Mission Publishing, a division of The Mission Marketing Mentors, Inc. All rights reserved.
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What is high-leverage marketing?
Okay, as I said, this is the first in a series of teleseminars I'll conduct on high-leverage
marketing for your books, information products, programs, and services. Let's start by
talking about what is high leverage, and I guess, off the top of my head, I would say that
leverage itself is the process of investing resources – such as your time, money and energy –
into something and in return getting a proportionately greater return from those resources.
That's leverage, using a lever. High leverage just means you invest a modest amount of
those resources and get an even bigger, sometimes much, much bigger return.
For example, let's say you invest time and effort and $200 in writing and placing a classified
ad and let's say that from that classified ad you get a $2000 return. Well, that's a 10:1 return
on your money so I'd say that the classified ad tactic provided you with leverage. But one
time, for example, I invested time, effort and less than $200, it was actually $185, in writing
and placing a classified ad and that particular classified produced $365,000 in business in
just a hair over four months' time. Now, I did the math once on that, and if I recall right,
that's a 1,972:1 return, not even annualized and only in four months. Now, that's high
leverage.
Now don't get me wrong, not every marketing piece I've ever developed has gotten that
1,972:1 return. But that one did so it's a great example of high leverage. I became a protégé
of the world's most successful marketing consultant, Jay Abraham, well, more than 22 years
ago. Jay is considered by many as the world's greatest authority in high-leverage marketing
because he's created literally billions of dollars for his clients this way. By the way, that's
billions with a 'B' and Jay has worked, I happen to know, with more than 300 of the world's
leading experts, helping them turn their expertise into information empires, and Jay charges
$5,000 an hour plus a percentage of the business growth for his time. Jay is an incredible
man.
Over the past 22 years, my relationship with him has allowed me to learn what he knows
about high-leverage marketing, maybe not all but certainly enough of it, and I've been
practicing it time after time after time with my clients and myself ever since then. Some
clients were people that were unable or unwilling to pay Jay $5,000 plus a percentage per
hour so they work with me either because I charge less or because I have a little different
philosophy of life than Jay. But testimonials from experts and professionals who have been
my clients document the substantial results we've gotten from high-leverage marketing. So,
on top of my more than 32 years in business and publishing, after 22 years of practicing
high-leverage marketing and reaping the results, I'm going to share some of what my clients
and I have learned with you during this series on high-leverage marketing.
Also, I have a number of mentors and colleagues on my team who specialize in other highleverage strategies and tactics. In previous sessions, I've told you about some of them and
some of these strategies and tactics as well. And during the upcoming series and certainly
in the new year coming, I plan to teach you more of those high-leverage strategies as well.
But for me, using high-leverage marketing isn't only about earning a lot more money. As
you know from what I've taught you already in the program, the way I mentor you is to use
high-leverage strategies and tactics so you can truly do what you love and believe in most,
make more money from it and do it all in less time than ever before so you can live the kind
of life that you want in the most optimum way for you. And certainly, during the next year,
I'll teach you much more about the streamlined way of living, as well.
Copyright © 2009 - 2013. Mission Publishing, a division of The Mission Marketing Mentors, Inc. All rights reserved.
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So, we're starting a series on high-leverage marketing for your books and information
products, programs and services. The teleseminar today will focus on an initial set of
proven high-leverage marketing tactics you can use if you're authoring a book. I'm starting
here for a very practical reason, 75% of our current members are authoring books before
they begin to develop information products so it's a logical place for us to start.
Now, here's something I want you to realize and remember. In this teleseminar, I'll
introduce you to 10 simple high-leverage tactics you can use as early as literally the first
week you begin authoring your book to get new business. Many of these tactics take just a
couple of minutes to do and have brought members like you anywhere from $20,000 to
$150,000 in new business quickly while their books were just in the first draft stage of
development.
You can continue these tactics and others I'll tell you about after your book is published,
too. All of these tactics, and there are 27 of them in all that I'll start you with, are published
in my home study course, 27 Simple Ways To Use Your Book To Attract More And Better
Clients. Of course, you received the complete home study course when you were accepted
into this publishing and marketing mentoring program. So, you have had that to access for
quite a while now.
By the way, many of the tactics that I am going to be teaching you today as well as the rest
of the 27 in the home study course will also work if you've authored an information product
or program, that is, if you've developed it by having done the marketing research that I
recommended and if you've identified a particular type of product that's of high-perceived
value to your particular target market and is a topic that they desperately want. But keep in
mind that nothing else will create the instant credibility boost and position you as an expert
separate from the rank-and-file professional as well as a book will simply because 3000
years of history have made a book the ultimate symbol of expertise in our culture.
Increase results from the things you are already doing
The 10 high-leverage tactics that we're going to be talking about today have some things in
common that you should realize up front. One is that they're designed to be free of cost. In
other words, you shouldn't have to put any money into these 10 tactics, just a few minutes
or seconds of your time to use them. But a big secret about them and the reason they
typically should be the first things you do to make your book create more business for you
is that they're designed to leverage things you are already doing in your business, to make
those things pay off for you in a quicker and more substantial way. In other words, what
I'm saying is you already have marketing strategies and tactics that work in your business.
You're already communicating with clients and prospective clients in some way. You may
be sending e-mails; you may be networking or giving talks, or whatever.
As you'll see, the 10 tactics I'll be teaching you today will let you use news about your
forthcoming book or your published book to leverage results, to increase results from things
you are already doing in your business every day. That's why they're a great place to start.
Sure, I'll be teaching you other things in the future that are brand new strategies and tactics
for you but I recommend, if you want to be successful in business, one of the key principles
is keep it simple. Start with things you're already doing every day and every month and
maximize results from those things first. Then, invest the money you make into some new
tactics if you want to.
Copyright © 2009 - 2013. Mission Publishing, a division of The Mission Marketing Mentors, Inc. All rights reserved.
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Another thing these 10 tactics have in common is that they're things you can use as early as
literally the first week you begin authoring your book to get more and better business.
Now, for some of them, you're going to need a working title for your book. I offer three
tracks you can use to author a book, authoring a book in 90 days, 180 days or 365 days. If
you pick one of the longer tracks, you may not have your working title in the very first
week. But you can still start using some of these tactics and you can benefit from them in
the first week and then add the others as soon as you have your working title.
My program allows you to create client-attracting books and information products and do it
much more quickly and at a lower cost than does the average author, by far. Nevertheless,
it does take some time and money, even in my program, to create a book. Therefore,
members have used these tactics and created enough extra new revenue to pay for their
book and also for the time it takes to author it. I recommend you consider doing that, too.
Leverage news you’re publishing a book
The biggest key to these tactics is that they use news about your forthcoming book to
leverage the results you can get. How can news about a book provide leverage? Well, I
could spend a lot of time talking about that, but in brief, 3000 years of history have made a
book the ultimate symbol of expertise in our culture. I often jokingly tell clients that if you
want to be set apart from all the other professionals as an expert in your field, it's more
important to have a book than it is to have a Mercedes automobile or a Rolex watch.
For instance, in Mahesh Grossman's book Write a Book without Lifting a Finger, bestselling
author Jay Conrad Levinson of the Guerilla Marketing series of books is quoted as saying,
“For some strange reason, people equate expertise with the written word, and they think if
you had it published, it's going to be right. If you want to work with a client and say that
you're an expert in so and so, they'll either agree or not. But if you say, ‘And I published a
book on that topic,’ they'll probably say yes. If you want to get to see somebody and make
an appointment and you write them a letter, maybe they'll say yes and maybe they'll say no.
But if you write them a letter offering them a copy of your book and if you hand them a
copy when you meet them, chances are they'll say, ‘yes.’ and that kind of sums it up.” But
here's an important distinction. You do not have to wait until the book is published to get
these benefits.
For example, have you ever been talking with someone and they just happened to mention
that they’re purchasing a Mercedes Benz automobile? As soon as they say that, for a
variety of reasons, most people assume that other person must be successful. You don't
even have to see the person's Mercedes to feel that way. Just hearing them mention it in
conversation is usually enough. Well, when it comes to symbolizing and conveying
expertise, a book is a more powerful symbol than a Mercedes, and therefore, a book is the
ultimate lead generator for you. Just talking about your upcoming book is enough to attract
new business.
For example, one of our members is named Laura. Laura started writing her book's first
draft and brought in an extra $150,000 by using a few of these simple tactics. I asked her
which of the 27 ways she used. Here's what she said, "I began working news about my
forthcoming book into conversations in networking events. I mentioned my forthcoming
book when I met with prospective clients. I posted "look for my forthcoming book" on my
website homepage and I referred to it in my monthly newsletters that I send to my clients."
Those are the things she did and she brought in an extra $150,000 in new business quickly
Copyright © 2009 - 2013. Mission Publishing, a division of The Mission Marketing Mentors, Inc. All rights reserved.
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because of it. In this teleseminar, I'll teach you the things Laura did among the 10 tactics I
cover. So, a book is such a powerful symbol of expertise. Just talking about the fact that
you're authoring a book can attract business to you. Talk about it enough and it will work
for you too.
I prepared a worksheet that you can use to help you learn and use these 10 tactics. Please
go to our website and enter www.missionmarketingmentors.com/10ways.pdf. Please print
that out right now because we're going to use it all during the session and you'll only be able
to use it if you printed it out.
By the way, originally, I was going to cover 12 simple tactics you can use starting the first
week but covering 10 of them will take all the time we have so the ones at the very end of
that worksheet are bonus tactics for you. All the tactics listed include their location in the
home study course, so to learn about the bonus tactics at the end, and they're great ones by
the way, just go to the home study course and that will teach you all about them.
Okay, let's get started on the 10 simple high-leverage tactics.
Simple way # 1: The 3 foot rule
The first of the simple ways I want to share with you is called the 3-foot rule. Now I want
to tell you up front that this is the ultimate in simple no-cost, high-leverage tactics. In fact,
it's so simple if you have a complex sophisticated mind you may want to blow it off as
being too simple, but I can guarantee you it's the place you and all of us should start. In
fact, it'll enhance every other strategy and tactic you ever used for this project or any other
project in your life, and without it, everything else you try will be diminished in its
effectiveness.
The 3-foot rule says that whomever or whatever is within 3 feet of you right now is a
prospect or opportunity for business. You just have to recognize what that opportunity is.
So when you practice the 3-foot rule, in each situation you're in, you simply get present and
ask yourself this question. "How can I use news about my book authorship to increase
results in this situation?" I'll repeat the question. "How can I use news about my book
authorship to increase results in this situation?" As soon as you ask yourself the question,
your mind will give you an answer.
Now, keep in mind you can start using this tactic the first week you begin your book
project. You don't even need to have a working title yet, just talking about the fact that
you're authoring a book is enough because author means authority. You're authoring a
book, that's what authors do, authors author books. That's what you're doing. So you are an
authority in the eyes of the world just like every other author authoring a book. The 3-foot
rule helps us do more and more by doing less and less in a couple of ways.
First of all, it teaches you to focus on the present moment. Most of us are so busy we get
preoccupied with what we have to do in a few minutes or few hours from now or what
happened yesterday. In other words, we're not fully taking advantage of the opportunities
life brings us right now in the present moment. And that could be a person we happen to run
into, someone we happen to be talking with on the phone right now, an e-mail message
we're writing right now, or a newspaper we're looking through right now. Every wisdom
tradition on earth teaches how life brings us everything we need in the present moment, yet
most of us just don't recognize it fully. The 3-foot rule is a tactic that simply helps us wake
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up to what's right in front of us, what life is bringing to us right now. There's absolute
magic to using it.
For example, you might be having a conversation, live or on the telephone. Ask yourself,
"How can I use news about my book authorship to increase results in this situation?" Then
take the answer your mind gives you and use it appropriately to leverage th conversation
because author equals authority in our culture. Weaving in a comment about your book or
your authorship of it can automatically enhance the results from any conversation. Or for
instance, let's say you're responding daily e-mails. You can plug a sentence or two in the email that you're writing. This simple practice works.
I'm thinking about when I taught the 3-foot rule for the first time in last year's program.
One of our members, Pam, started testing it in conversations with her business prospects the
very next day. In the first week, she said she tested it with 7 prospects and she got 2 new
clients out of the 7 because of it. When I asked her why she felt the 3-foot rule made a
difference in getting those 2, she said that mentioning she was authoring a book turned a
corner in each of the conversions because they began asking her about her expertise, about
what she had to offer and then she said that when each of them hired her, the first thing each
talked about was her book. That's how powerful the 3-foot rule is and it just takes a couple
of seconds to use. I recommend you start testing it right away.
I asked you before to print out your worksheet. Take your worksheet right now, take a pen
or a pencil and if you're already using this simple way, check it off. And if you're not using
it, go ahead and right now fill in the date by when you'll start using it. Go ahead and do that
now, please.
Simple way # 2: Use your book title as a sales platform
Okay, let's move on to the next tactic. The second simple way I want to explain to you is to
use your book title and subtitle as a platform to sell off of. Now, here's what I mean.
During the program, I taught you time-tested formulas to create compelling titles and
subtitles for your book. The basic formula includes taking the biggest benefits your target
market wants and is willing to pay for and that you could provide to your business and
turning them into your book's title and/or subtitle.
If you followed and used my formulas, and because 3,000 years of history made the book
the ultimate symbol of expertise, then your book's title and/or subtitle is a natural high
status, high credibility platform from which you can sell the solutions your business
provides, solutions people in your target market want. This is a simple tactic you can start
using as soon as you have a working title for your book. You don’t have to wait until you
have a final title. Just use your working title. As long as it's developed using the benefit
formulas that I teach, a working title will work out just fine for this tactic.
As an example, let's use the book I published last year. Its title and subtitle is Create the
Business Breakthrough You Want: Secrets and Strategies from the World's Greatest
Mentors. I've used this tactic many times while I was developing the book as well as since
it was published.
When I'm dealing with a business prospect, I often said something like, “I'm in the process
of publishing a book entitled Create the Business Breakthrough You Want. I mentioned it
because I help independent professionals like you create business breakthroughs by blah,
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blah, blah, blah…” and then I elaborate on how I can help that person. People listen to what
I say more closely than ever before because I preface my remarks by alluding to my book,
which automatically positions me as an authority, as an expert. People tend to listen more
closely to authorities than they do to professionals. Does this tactic work? Well, it's been
just over a year since that book was published. So far, all told, I brought in more than
$727,855 because of that book. Now what I want to emphasize to you right now is that over
$281,000 of that money came to me before the book went to press. Not all of that money
was because of this tactic, but some of it was. Since it only takes about 15 seconds to use
this tactic, I would say it's worth using. And I recommend you start testing this easy
powerful tactic too.
So take your worksheet right now and if you're already using this simple tactic, go ahead
and check off the column to the right that you're already using it. If you're not using it, go
ahead and fill in the date by when you will start using it. Go ahead and do that now, please.
Simple way # 3: Get better response to your elevator speech
Okay, let's go on. The third tactic is another no cost, extremely high leverage tactic. It is to
use news about your book to increase response from your elevator speech or audio logo.
Although, most everybody today knows what an elevator speech is, not everyone does. To
better understand what an elevator speech is, imagine that you stepped into an elevator and
introduced yourself to someone who is an ideal prospect for you. And they said to you,
"What do you do?" Well, what would you say in 25 words or less that would make a
genuine prospect say, "Wow! Please tell me more." The answer to that question is your
elevator speech.
Now, most of you know my good friend Robert Middleton, the marketing mentor for
independent professionals. Robert has a value added twist for elevator speeches that he
calls audio logos. So let's talk for a minute about why it's important to have an elevator
speech or audio logo.
First of all, research has found that, at least here in the United States and Canada, I'm not
sure about all the other countries in the world, but at least here on the North American
continent when two people meet each other for the first time, after exchanging names, the
most common first question is, "What do you do?" Now you all know the research that has
been done on first impressions and how powerful they are. Given the power of the first
impression, if you know the first question almost every single person for the rest of your life
will ask when they first meet is you is "What do you do?" doesn’t it make sense to create
and test out a simple answer in 25 words or less that will leverage those results among
people that are good prospects for you? Because in our culture, author equals authority,
doesn’t it make sense to leverage your credibility in the results you can get from your
elevator speech by adding a sentence about the book you're authoring? Doing so will
immediately convey to the person you're meeting that you're an expert, especially if you
developed a title for your book using one of the formulas I teach.
For example, imagine you’re financial adviser who has just started writing a book and you
have a working title. In your elevator speech you might say, “Hi! I'm John Doe and I work
with people who want to achieve superior returns on their investment portfolio. I'm the
author of the forthcoming book, The Secrets of Finding Hidden Profits Most Stock Market
Investors Miss." Does this tactic work? The first time I taught it was in last year's phase of
Copyright © 2009 - 2013. Mission Publishing, a division of The Mission Marketing Mentors, Inc. All rights reserved.
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the mentoring program and we had a consultant named Michael, who was devoted not only
to using these simple tactics that I'm teaching you but also kept track of the results.
I'll read you a brief excerpt from a testimonial letter he wrote me. He refers to how he
spliced news about his book into his elevator speech and used it while he was starting to
write his book. By the way his target market is CEOs of companies. So Michael said,
"When I meet CEOs, I refer to myself now as a book author. Once they know that I'm
authoring a book, I've been getting 30% to 40% more first meetings with CEOs. The book
is making me more attractive to them and I've been getting about a 25% increase in those
who close. Third, I've been getting less negotiation on my prices because they perceive me
as more valuable as an authority. I've discovered they want to do business with an author.
In fact, one CEO said to me, I make it a practice to hire only consultants that write books."
How would you like to get 30% to 40% more first meetings with your business prospects?
And how would you like to have about a 25% increase in those who close? And how would
you like to have less negotiation on your prices? That’s what using these tactics with your
book can do for you. And that’s why I'm sharing them with you. And the good news is,
that you can take advantage of this simple powerful tactic starting the first week you begin
authoring your book. Then once you have your working title, just edit your elevator speech
to include your working title. If you have an elevator speech or audio logo, I recommend
you splice news about your book into it immediately, test it about a hundred times and see
how much of a difference that makes for you.
Okay, so take out your worksheet now and if you've already started using this simple way,
go ahead and check off that you're using it already. Otherwise, please fill in the date by
which you will start using it right now.
Simple way # 4: A new answer to “How are you doing?”
Okay, let's go on to the next tactic. Here’s another ultra simple tactic that could bring you
good business. It is to use news about your book to leverage your responses when people
ask you everyday questions like, "How are you doing?" or "What's new?" Things like that.
Questions like these are posed to us every single day and they're perfect opportunities for
you to instantly respond by alluding to your book, thus positioning yourself as an expert.
You can start responding to everyday questions like this starting the very first week you
begin working on your book. And it works.
For example, this is one of the low cost, no time tactics that Lorna used when she doubled
her income. She wrote in a success story and posted on the website. Lorna used this as one
of her tactics when she doubled her income and it all happened while she was still working
on the first draft of her book. So I recommend you start testing this quick powerful tactic
too. So please take out your worksheet right now, and if you're already using this simple
way, check off that you are. Otherwise, fill in the date by when you'll start using it and go
ahead and please do that right now.
Simple way # 5: Put book news into prepared introductions
Okay, the next powerful little tactic. The next one that I want to share with you is to insert
news about your book into all the prepared personal introductions about you that are made
by other people. Now, this is probably easiest to use after you have a working title for your
book because you can insert your working title easily into a prepared personal introduction.
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Now, what those prepared personal introductions are will depend on your situation. If you
give talks, workshops or seminars, you probably have a prepared introduction you provide
to other people to introduce you. Or if you go to networking events, other people are often
asked to introduce you and you have to give them a piece of paper with what to say.
One of our members was to give a sermon at church and had to prepare an introduction
another person was to give. Our member inserted his working title into that introduction.
Also if you have business partners or colleagues at your firm who sometimes introduce you,
you can coach them to mention your forthcoming book as part of the introduction. The
same thing is true if you're part of a sales team and someone else introduces you.
Also by the way, make sure you insert your working title into the voice-mail message on
your business telephone. Does it work? Well, this is one of the handful of tactics that
Laura used to make $150,000 quickly. She said she spliced news about her book in the
introductions about her that were made at networking event. I recommend you insert news
about your book into all the prepared introductions about you that are made by others. So
please take out your worksheet right now and if you're already using this simple way, go
ahead and check off that you are. Otherwise, fill in the date by when you will start using it.
Simple way # 6: Add forthcoming book news to your bio
Okay, let's go on to the next easy but powerful tactic. Another way is to insert news about
your book into all your existing written biographical information. As soon as you have a
working title, you can use this tactic. By the way, a typical phrase you can use when you
have a working title for a book that isn't necessarily your final title is to call it a forthcoming
book. This phrase is used all the time and you've heard me use it before. It’s the industry
standard for talking about your book before it’s in print. Don't think you have to wait until
you have a final title because that might not happen until a week before you're going to
press. There is no need to wait. Just do it. All the successful authors do. Use your working
title and call it a forthcoming book. Then later if you change the title, change it.
Now, most of us have bios in several different places. For example, you may have one in
your sales presentation materials or your printed marketing literature, your PowerPoint
presentation, your newsletter, your e-zine, your request for proposals on your website, in
your speaker's kit, in various industry directories, and so and so forth. I recommend you
make a list of all the places you have a written bio and I recommend you insert your
forthcoming book title and subtitle into all of them. So, take out your worksheet right now
and if you're already using this simple way, go ahead and check off that you are. Otherwise,
please go ahead and fill in the date by when you will start using it.
Simple way # 7: How to use email to boost your credibility
Okay, let’s go on to another easy tactic. If you want to work smart rather than work hard,
another thing you should do is let every e-mail you send out start boosting your creditability
in attracting more and better clients automatically for you. The way to do that is by creating
a simple, attractive, signature line that tastefully announces your book so it is included with
every e-mail. You can start benefiting from this as soon as you have a working title for your
book.
In case you don’t know, a signature line is a brief message of any type that you can program
into your e-mail software so that it's inserted automatically below your signature in every eCopyright © 2009 - 2013. Mission Publishing, a division of The Mission Marketing Mentors, Inc. All rights reserved.
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mail you send – including those you send in your reply to other's e-mails to you and those
that you forward to other people. The steps to do so depend on which e-mail program you
use. I used Microsoft Outlook. It's very easy to do. It takes about a minute-and-a-half.
How many e-mails a day do you send out? Probably a lot if you include the ones you
originate as well as those you send as responses to other's communications or mail you
forward.
Whatever that number, realize that these e-mails you send are to what is sometimes called
your warm market. In other words, your e-mails go to the kinds of people who you are
likely to do business with or get referrals from. And that’s the key because when it comes to
attracting more and better clients, more and better business, these kinds of people that you're
already doing e-mails with are extremely valuable.
Once you have a signature line that tastefully promotes your high-status book, every e-mail
you send out will boost your credibility and attract clients 24 hours a day, 7 days a week,
and 365 days a year automatically. I mean, if you just send an average of five e-mails a
day, five e-mails times 365 days a year, that’s 1,865 high-status promotional messages a
year positioning you as an expert above and set apart from all the rank-and-file
professionals in your field. And they are going out to your most important audience.
Now, let's look at the structure of a good e-mail signature line you can test. Typically, I
suggest you include your name on the first line, and second, a separate line saying "author
of the forthcoming book" and then fill in your title and probably your subtitle. Again, if you
develop your title and subtitle using the formulas I've taught you, your title and subtitle will
communicate powerful benefits and advantages that you've already done the market
research on, and have found that your target market desperately wants and has a history of
paying for. Realize how this can get the attention and the interest of your warm market
quickly and easily at no cost to you.
Next, add a separate line with a link to whatever you want them to have more information
on. It could be a page on your web site about your book with a place to order it, if you're
that far along with your book. Or it could be a page where they sign up for your enewsletter. Ideally, it should be a place with an offer that entices them to take the action
you want, either giving you their name or placing an order or something else. Thus, adding
news about your book to your e-mail signature line actually attracts business to you.
When another member, Jeanna, was writing her first draft she posted a success story on the
web site. She mentioned it only took her three minutes to do it and that very quickly it got
her two clients worth $20,000 in new business. That’s the beauty of these 10 tactics I’m
sharing with you right now. They are quick, easy, no cost, and they get results. By the way,
once you're far enough along in drafting your book, be sure to use the techniques that I've
taught in previous teleseminars and get testimonials for your book from opinion leaders
your target market respects. Once you get some, plug in a separate line in your signature
line using the best of the testimonials. And in separate line, right below the working title of
your book you can say "endorsed by business gurus" and then fill in the names of those
who’ve given you a testimonial.
Of course, if you don’t market yourself business-to-business but rather business to
consumer then you edit “business gurus” to language that's appropriate for your target
market. But I suggest rather than just putting in their names, put in something like
“business gurus,” so if somebody in your market doesn’t recognize the person as an
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internationally-renowned authority, you’ve told them so they'll believe you. So, just a little
tweaking can add value for you.
For example, I was talking about Jeanna earning $20,000 and in her success story in the
web site she said it took her three minutes to this. She is now at the stage of getting
testimonials. She just posted another success story about it and she said she followed the
steps I taught about how to get testimonials in the mentoring teleseminars. Out of 33
packets of information she sent out, she got testimonials from 9 internationally-known
celebrities in her field, which is small business marketing. So, now Jeanna can add another
line to the signature line that already has attracted $20,000 in extra revenue. If I was her, I
would make that signature line say "endorsed by business gurus: Jay Conrad-Levinson,
Bob Lay, Bob Berg, Dr. Ivan Misner, John Jens, Joe Vitale, CJ Haden, and Al Reiss".
Those happen to be the testimonials from business gurus that she has gotten so far.
Now, do you think that adding that line might attract even more business to her
automatically? And to you, too, once you follow through and do it. Why? These simple
lines communicate to a top priority segment of your list of relationships – those you send or
receive e-mails from in your warm market. It communicates that not only are you an
authority in your field because you're authoring a book but also it says other widely known
authorities in your field acknowledge you as being one of them. Think about that. That’s
why this simple tactic and the others I teach you motivate people to call you when they want
a solution like yours. All other things being equal, if a person has a choice to do business
with rank-and-file professional versus a recognized authority, most people will prefer the
authority any day of the week.
The last tip I'll give you on this powerful easy tactic is to format these lines of copy that I
suggested in your signature line in an attractive easy to read manner. Please don’t just
jumble all the words in a confusing way. Lay it out in a visually simple and attractive way,
If you’re not able to do that, then have someone else do it for you. I’ve seen people take
this tactic after I’ve explained it to them and they’ve got a great title and subtitle and some
great testimonials but they don’t happened to be a visually-oriented person, and so they
don’t know how to make things visually attractive. They jumble it all up and it loses its
power. So, have somebody lay it out for you if that isn’t one of your skills.
Please take out your worksheet now and if you are already using this simple tactic, check
off that you’re using it. Otherwise, go ahead and fill in the date by when you will start using
it.
Simple way # 8: Make all of your writing irresistible
Okay. Let’s go on to another one. Here’s another simple effective way to use your book to
attract more and better business. It’s to use the time-tested book cover copywriting tactics
that I’ve taught you to make everything you write irresistible to perspective clients. And
this is something you can do and benefit from starting the first week you begin your book
project. As I’ve taught you in depth, a book cover can and should be your book’s best sales
person. The most successful authors make sure that their covers are developed that way.
There’s about a hundred years of direct marketing testing that have shown us what elements
on the cover can turn it into a client magnet. Now, I’ve taught about this in several of the
mentoring sessions and as you know, all the decades and decades of testing indicate the
most important elements on the cover by priority are your title, then your subtitle,
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testimonials, back cover, headline, benefit copy, author bio, the cover color, cover design,
and spine treatment.
In this publishing and marketing mentoring program, I’ve taught you in depth during
several mentoring teleseminars how to create each and every one of those 9 elements so it’ll
turn your book cover and therefore your book into a client magnet. Now, what I’m urging
you to do is to take these same elements and use them in everything you write to make those
things attract more business to you. In fact, I’ve already given you two teleseminars that
taught you how to do that. They were the two teleseminars on how to develop compelling
sales letters. In those teleseminars, I taught you that a book cover is basically the sales letter
for your book wrapped around it on the outside. And I think I said that I was basically
taking the same principles I taught you for developing a killer book or info product cover
and showing you how they apply to developing killer sales letters. So, I recommend that
you review the relevant teleseminar recordings and transcripts if you want to master doing
this, just go to members only website and look them up and use them.
I’ve helped to develop and/or market many hundreds of books over the years. And I’ve
written countless thousands of business communications over the decades of my career.
And I can tell you that this tactic will work for you. I recommend you start using it right
away.
So please take out your worksheet right now and if you’re already using this simple tactic,
check off that you are. Otherwise, go ahead and fill in the date by when you will start using
it.
Simple way # 9: Feature news about your book on your website
Another simple powerful way to attract more and better clients is to feature news about your
book on your website. Now, there are at least four things featuring news about your book
on your website can accomplish for you.
First, because a book is the ultimate symbol of expertise, news that you’re authoring a book
will instantly increase your credibility to everyone that sees it. For example, this is one of
the simple tactics of mine that Laura used that brought her an extra $150,000 when she
started writing her book. Laura merely posted a little section entitled, "Look for My
Forthcoming Book" on her website homepage.
Second, featuring news about your book on your website can increase your success with
every other promotional tactic you use. This is because once news about your book is on
your website, you can start suggesting folks go check it out. In written communication, you
can enclose a link they can click on to access your web site where you have information
about your book.
Third, putting your book on your website will sell books for you. You can do this before
your book is finished, as soon as you have a publication date for it. Book publishers and
authors do this all the time. They call it a pre-publication offer. Those are the exact words
you should use, pre-publication offer. That means it's an offer you're making to people
before the book is published. There are several ways to do this. If you already have a
shopping cart set up, you can sell the book directly that way. If you don’t have a shopping
cart, you could provide a link which sends e-mails with their purchase request or you could
insert a business phone number or 800-number for order placement. Once your book is
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published then you can have distribution through amazon.com or barnesandnoble.com.
Then you simply provide a link to those two places for people to purchase your book.
Fourth, featuring a book on your website can lift sales of your other products services and
programs. This is another of the 27 simple ways that I include in the home study course. In
a nutshell, with this particular tactic you offer an autographed copy of the book as a free
bonus when someone purchases one of your other services products or programs. I will tell
you, this is a superb way to use the book because in conjunction with your other services
and products, this tactic is proven time and again to increase sales. Again, it’s because 3,000
years of history have made a book the ultimate symbol of expertise. So just offering an
autographed copy (I talked in the home study course about the psychology of why
autographs are so revered) when you bundle in a book with your offers it lifts sales. I mean,
heck, a copy of the book from your printer may only cost you a couple of bucks and it'll lift
the sales of everything else.
A twist on this is to sell your book on your website and then at the bottom of your
marketing information your call to action offers, for example, a free 15-minute or 20-minute
consultation with you to learn how you can help them.
Now, let’s talk about where to place the book on your website. The answer depends, of
course, on the structure of your site. Since the homepage is such a high visibility location,
to increase your credibility and attract more and better clients you may want to put a sidebar
on your homepage announcing the book with the call to action being to ‘click here’. You’ll
get the greatest, click through rate if you position it so it’s on the first screen a reader sees.
In other words, they don’t have to scroll down. When a prospect clicks, it should take them
to a page on your website with whatever news you have at this stage about your book
offering. And once you have your cover done it should feature a graphic image of the
book's hot front cover and marketing copy.
An alternative to a side bar would be to add a pop-up window connected to your homepage.
That way, whoever goes to your homepage will get the pop-up window. Bottom line, you
probably want something on your homepage to tell folks in 25 words or less about your
high-status book and then invite them to learn more by clicking here. I recommend you
start using this easy proven tactic immediately.
So please take out your worksheet right now and if you already using this simple way, go
ahead and check off that you are. Otherwise, please go ahead and fill in the date by when
you will start using it.
Simple way # 10: Win more and better speaking engagements
The last of the high-leverage tactics I’m going to cover in this session is how to use news
about your book to win more and better speaking engagements. I know many of you are
regular speakers or want to start speaking more regularly, I know this one can help you
book more talks and to make more money from them. For instance, one of our members,
Kathleen, started using this tactic very soon after authoring her book. And she was so
amazed at what happened that she wrote me a testimonial, In it she says that because of
using it “In just the first four months, I booked an extra $48,000 in fees.” By the way, when
you get into the program’s CDs and transcripts you’ll hear and read about another tip that I
gave her in conjunction with this. In the written testimonial she says that because of the
other tip, “I now have more client inquiries from my coaching programs that I can handle”.
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One thing I want to do in this session, however, is to make sure you realize that when you
position yourself as the author of a book or a forthcoming book, you can provide a solution
to the biggest problem meeting planners have. And here is what I mean; Meeting planners
is a term, as you probably know, for the person in an organization who books the speakers
for meetings for that organization. And they have big problem. Their job is to continually
come up with fresh content that will appeal to their audiences. They're always scouting for
knowledgeable people who can educate or entertain their audience or both. And they’re
looking for experts. It’s well-known among meeting planners and those of us associated
with them, that book authors typically are their favorite category of experts.
When you contact a meeting planner whose group is interested in subjects you can speak
on, all you have to do is introduce yourself the right way and I guarantee they’ll pay
attention to you. For example, a way you can test is simply to open your conversation with
the meeting planner by saying, “Hello, this is John or Jane Doe, author of the forthcoming
book, “fill in your title and/or subtitle”. If you’ve already developed your book then just
say, “Hello, this is John or Jane Doe, author of “Your title and subtitle." This simple
sentence will at least get their attention. And then go on with your phone pitch from there.
Why does it get their attention? For at least two reasons. First, you say you are a book
author. As I said, typically book authors are their favorite category of experts. In fact, a
meeting planner once told me that if a person is able to write a book, she felt it was a safe
that they were knowledgeable enough and organized enough to give a decent talk. I thought
that was a very practical insight into the psychology of meeting planners.
Secondly, I specifically taught you how to develop book titles and subtitles based on what
your target market wants and has a history of paying for. Well, meeting planners are in tune
with what their groups want and are willing to pay for. Imagine that you’ve used the
formulas I taught you and you’ve done your market research, and developed your title and
subtitle based on that. Once you tell the meeting planner the title and subtitle of your
forthcoming book and they hear the benefit and the advantage in it, they are very likely to
be struck with the relevance of what you know and that your book is about what their
audience wants.
As your conversation with the meeting planner proceeds, they’ll probably ask more about
your book. If and when they do, if you do what I’ve taught you and get some good
testimonials for your book like Jeanna and others already have, be sure to tell the meeting
planner who has endorsed your book. Say this with confidence and there’s a high
probability you’ll get the attention and interest of that meeting planner because what you’re
saying to them will prove you fit the profile most meeting planners look for. Then you have
a high probability of increasing the percentage of talks you book and the fees you get, like it
has for Kathleen and others I’ve mentioned. Tie that in with other tips I've provided if you
want to boost your income even more. So, I recommend you start using this simple tactic
right away.
So, please take out your worksheet right now and if you’re already using this easy way, go
ahead and check off that you are. Otherwise, please fill in the date by when you will start
using it.
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In summary
Well, to summarize, in this session I have explained 10 simple ways you can use news
about your book to attract more and better clients. The rest of the 27 simple high leverage
ways are in the home study course. The 10 that we’ve discussed are great ones to get
started with. They have proven time and again to generate anywhere from $20,000 to a
$150,000 in new business for independent professionals like you.
The last thing I’ll say before I opened up to answer questions you have is this, if you plan to
try some of these tactics just a couple of times and then give up if you don’t immediately
get new business, then I’d recommend not even trying them. Nothing in business, nothing
in life, is instant. As I’ve taught you, you have to be persistent. So, if you’re not willing to
be persistent, don’t even bother because it won’t work for you.
Since these things are so easy to use and since persistence is a key to success in anything, I
recommend you commit to testing each one of the tactics a minimum of a 100 times. I’m
asking you to do this for a couple of reasons. First of all, no matter how simple something
is, it always takes practice to get the hang of it and to become automatic. Second, if you
focus on trying each one at least a 100 times, by the time you reach a 100 something
beneficial will have to have happened and you’ll get the confidence to keep using it. Now,
maybe you’re like an old client of mine, a fellow named Larry. Larry really wanted to
succeed in business but he was plagued by his shadow side. And in the program, we’ve
talked about your shadow side. Those of you who have been with me in the coaching know
what I mean by this. So when I asked Larry to practice something a 100 times, he was
afraid he’d get nos. So I said to him, “Good Larry, well then your goal, what I want you to
do is to get a 100 nos on these. Just go out, and your goal is to get a 100 nos". He was
focused on nos, so I made that his goal because I knew if he went after a 100 nos, he gets
some yeses in the process. You can try that as an alternative if you want.
I’d like you to do four things. First of all, commit yourself to test each one a minimum of a
100 times. Second, keep a little log of what you do. How many times you test the tactic
and note what gets a positive result of some sort. In that way, you can learn from it. Third,
if you hit obstacles you cannot overcome and you’re a member of the program, contact us
and get a coaching session for help with one of the coaches I am providing to you as part of
the program. And fourth, as you start getting some business, write me and tell me what
ends up working best for you. Frankly, I want you to show me what you can do. So many
of you have written and thanked me for the mentoring I’ve given you. You’ve written so
many wonderful letters. They touch my heart and it means a lot to me. I appreciate them so
much.
Well, now I’ve given you some simple tactics that others have used to bring in quite a bit of
good business to them. I want you to show me what you can do with it. And when you email me, please send it via support@missionmarketingmentors.com because that will
guarantee that I see what you’ve sent me quickly.
Well, this is another teleseminar in the Leading Mentors Publishing and Marketing Program.
So, on behalf of everyone associated with Mission Publishing, thank you so much for joining
us today. Good bye.
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15
I
hope you received great value from the teleseminar. At the beginning of it, I promised to tell you how you
can request a valuable 45-minute “Book and Income Accelerator” session with my key staff member
delivered personally by telephone (a $500.00 value). If you are in the process of writing a book now, and
are willing to commit the time, money and other resources needed to complete your book now (so you can
make a greater difference and make more money), then I acknowledge I invite you to request a 45-minute
"Book and Income Accelerator" session by telephone (a $500.00 value at no cost to you).
This 45-minute session will help you to:





Create a clear vision of your book and the business and transformational impact you want it to
create
Determine the essential building blocks to getting your book written and published successfully
Discover the #1 factor stopping you from having the book and impact you want
Identify the actions that will move you quickly and powerfully into the vision you have created
Complete the session with the excitement of knowing exactly what to do next to create the book
and impact you want
Note: These sessions have been the catalyst for many independent professionals and business owners to
generate tens of thousands of dollars in additional income quickly.
"I have gotten two new clients and a $25,000 contract all within 30-days of enrolling in Mission Publishing's
program. It just took 3 minutes to use one of John's simple techniques for marketing yourself as an author before
your book is done. The value and motivation I've received from Mission Publishing's program has been
phenomenal."
Jeanna Pool
Independent Professional
Discover how you can set yourself apart from others in your field, boost your credibility instantly,
and attract new clients and income… even before your book is published.
If you qualify, request your free “Book and Income Accelerator” session by going to:
http://www.ultimatebusinessleverage.com
Then watch for an email from support@missionmarketingmentors.com confirming your complimentary
consultation.
-- John Eggen
Publisher, Mission Publishing
President, The Mission Marketing Mentors, Inc.
www.MissionMarketingMentors.com
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