How to Make Every Chapter of Your Book Generate Leads & Sales

Welcome to our BSPU training. This week, I want to talk to you about something that I’ve talked about in one way or another, but I want to make an entire training out of it because I’ve just noticed that a lot of people are not doing this. And it’s a major mistake with your books. And I want to talk about how you can ensure that your book becomes a lead generation machine and turn every chapter into a client attracting asset.

I met with a a new client doctor that was referred to me and she sent me her book and and uh I went through it with her and really liked it and I noticed there’s like literally nothing within the book except for at the very end of the book that leads people back to her as you know either a a care physician or retreats that she does or coaching programs that she has. And I’m like, look, if I’m reading a book and I am like captivated and intrigued by the things that you’re teaching and sharing and I want more information, I want it at my fingertips. I don’t want to have to go Google you and maybe reach out on LinkedIn or Twitter. That’s just silly. like like give me something right then and there that I can click if I’m reading an ebook or that I can type in that’s simple and immediately get connection to you. So I want to talk about how you create that lead generation m machine. You see most authors they think the book is the product. Okay? Now BSP authors don’t because you hear me preach that all the time. Yes, the book is a product but it’s a cheap product, right? it’s a it’s a $20 product and you need to sell thousands of them to make any kind of real money. If your book on the other hand is leading people back to you to buy something else, to invite you to speak for thousands of dollars, to buy a course, a coaching program, to get done for you services done. Well, now it is not the product. It is a product that leads people back to you, which is the product. You see, the real asset is not the book itself. It’s the leads. It’s the the paying customers that are buying the book that you generate from it. These are people who voted with their wallet, right, by by buying on Amazon or maybe buying through your bookfunnel and then are captivated and want more from you. Most books end up like as expensive doorposts because their chapters don’t funnel prospects back to them. And today we’re going to talk about the details of how you convert every chapter into a lead magnet that fills your pipeline. So your book just doesn’t sit around. It is actually working 24/7 to bring people to you and to put people into your funnel. Okay. So we already know the majority of business books fail to generate leads because they’re not written in such a way as to do that. They might be written, maybe a chapter is written as a standalone essay or a feel-good story and all that’s great, right? We want to entertain people and educate people and captivate people. But if there’s not a next step to get people back to you, then there’s a mistake. And it’s not necessarily a content problem. It’s more that you don’t have the pieces that are necessary to bring people into your pipeline. You see the purpose of a chapter in your book is to deliver value. Yes. But also to invite connection with you. Okay? That’s what we want to do. We want to deliver value, get them captivated and interested and then invite them in a way that is enticing to connect with us and to get something else from us that will help them. And if your chapters don’t do that naturally, lead readers back to you to deepen their connection with you and come into your sales ecosystem. Even if it’s a simple one, then you’re throwing away a really big advantage that your book has. Okay? Uh you’ve probably done this. I have done this a number of times. Imagine reading a chapter that you love in a book packed with insight and full of interesting anecdotes and then closing that chapter and wondering like okay what’s next like how do I get more information and it’s just a dead end and I’m telling you most books are like that and I don’t want your book to be so let’s talk about the framework and I’m going to give you a couple of steps to build this out so that every chapter has the elements necessary to both entertain, captivate, and educate that ideal client and then bring them back to you. Okay? So, what I want you to do first is I want you to think about every chapter in your book not just being content, but being a conversion tool. So, we have to build that. If you don’t know marketing, you don’t even know what I mean by conversion tool, then just listen because I’m going to explain the details here and I’m going to give you a couple of steps. Okay? So step one and this is thinking about your particular any particular chapter but a chapter. We’re not talking about your whole book. We’re talking about the chapter that you’re writing. Chapter 1, two, whatever. Okay? You want to think about that chapter and you want to start with your prospect’s chapter nightmare or micro nightmare. Okay? This may not be the the big nightmare or problem or as we might say in marketing bleeding neck problem or issue that they have, but this is a micro part of the problem. Okay? You’re not writing the chapter just to tell a great story, right? You’re speaking to somebody’s frustration and they’re a potential ideal client, but they don’t know it yet. And we want to make sure they know it by you being able to answer this. You need to ask yourself as you’re writing a particular chapter, what’s the one burning question regarding this chapter’s content that is keeping my client up at night? What’s the one burning question that they have? Use that question to focus the chapter’s content. Okay? We don’t want just a story that’s entertaining. We want a story that educates because that’s what brings people back to us. This kind of laser focus is going to hook your reader, right? It’s going to it’s going to get them immediately and it’s going to prime them to deliver the solution because they’re going to think, well, this this person understands. They get it. They get the pain and because of that, hopefully they have not just empathy, but they have a solution for me. Okay. So, the goal is to write a book that a particular chapter, excuse me, a particular client can open a chapter and immediately connect to their problem and see the solution. Now, I know that that’s not always perfect. I know I I understand that there may be times when you’re setting up something and you’re explaining something. I I completely get that. But if you can do this, if you can model this, the best way that you can do it is such that your chapters are laying out a problem and solution including a story and a case study in such a way that even if they just read that one chapter, you got them. You got them. Because the truth of the matter is many times people will come to you, they will buy a book, you will buy a book, and oftentimes you don’t need everything that’s in the book. There might only be a couple of things that you’re really wondering about or struggling with. And because of that, if you can ideally just find that immediately within the book, how amazing is that? You’ve hooked them, you’ve captivated them, you’ve shown them that you understand their problem in great detail and that you have a solution for it. So that’s step one, really thinking about their problem. Step two is you want to deliver a mini solution, but in a process that entertains and educates and leads them back to you. So how do we do that? Well, we want to write chapters that educate and invite action. Okay, we talked about that. So, here’s how we talk about doing it. I talk about it from the standpoint of the enhanced ghost writing structure. Okay, this is the way that we teach our clients and we teach our ghost writers to write books that are both entertaining, full of interesting stories, humor, pain, difficulty, drama, but they’re also educating so that people understand, wow, okay, this person gets it and this person can help me. So, here’s the structure for that. We always want to start or at least pretty quickly begin with a story within a chapter. And that story is going to talk about the character’s pain. And I say character because that could be you if you’re telling your own story. That could be a case study of a client, right? That could be somebody that is in history or sports. That’s an example. You’re going to tell their story with the pains and the difficulties, the ups and the downs, right? But ideally, at some point within the story, within the few hundred or or thousand words of it, you are going to leave them at a point of greatest drama within the story. And then you’re going to leave an open loop. Now, what an open loop is, it’s simply where somebody has read that part of the story. They’re engaged. Their mind is engaged. They’re wondering what the outcome of the story is, but you’re not going to give it to them right away. And the reason you’re not going to give it to them right away is because that keeps them engaged with the content and reading through. This is the way a great TED talk is built out. So, you create that open loop. You do not culminate the story yet. Now by the way I’m I’m giving you this based on one story in a chapter. You can have multiple stories in a chapter and one story can follow this methodology and another story can culminate it etc. So I’m giving you in the bo most basic framework. So you create that open loop. Then the next step you take is you begin to teach. Here’s what we did. Here are the steps that we took. Here’s what we followed. Here’s the progress that we made. Here’s what we learned. Boom. Boom. Boom, boom, boom. Then after your teaching, that’s your content, right? You’ve shown somebody that you get what their pain is. You’ve just displayed the pain within that story. Now you’ve taught that you have a solution to that pain, that trauma, that difficulty. Now you come in and you culminate the story. You close the loop. You bring it to a conclusion. Sometimes the conclusion is positive. People followed the steps. people did what they needed to do and it was a wonderful conclusion. Sometimes the conclusion is negative. Somebody didn’t follow the steps or you know what we followed these steps but guess what they were wrong and we had to go down a different rabbit hole etc. Now that’s where most chapters stories TED talks end right there. But that’s not where we’re going to end. We’re going to end giving them nextstep opportunities. Okay. The next step opportunity is what turns somebody from a casual reader into like an engaged reader that’s willing to step into your salesunnel. Okay? Now, we’re not going to call it a salesunnel, but you get the idea. Right now, your chapter isn’t just an article. It’s not just an educational piece. It’s a lead magnet for you. And you’re going to give them something very enticing that I’m going to describe in a minute that’s going to get them to want to take the next steps with you. and they’re going to appreciate that you’re offering it. This is not a selling opportunity. This is a giving opportunity. Let me give you more. Okay. Step three is now we want to connect our chapter, every chapter or maybe every other chapter. This is where you have to feel it out into our sales ecosystem using a next step. Okay? So, your book shouldn’t work in isolation. It needs to be the hub of your lead generation machine and it can be when you make sure to have this piece in at least every other chapter. Okay, the last part of your chapter, this is the next step. This is what gives them the opportunity to connect further with you and with your solution. What does that look like? Well, as an example, uh you’ll see next steps throughout my book, Publish, Promote, Profit, but let me give you an example of one of them in my chapter. And I think it’s chapter four off the top of my head where I talk about this actual thing, the enhanced ghostriting formula. I use an example of a client of mine, US Ambassador Delano Lewis, that came to me who had been struggling for more than a decade to write his book. This is a very successful man and yet was struggling. He had hired a ghostriter and spent a lot of money. Was very unhappy with what was produced. Which by the way is the very reason we came up with this model is because I started this myself some 161 17 years ago when I wrote my very first book and a traditional ghostwriter took me through her process which is like an interview process and it produced garbage content and I was like there has to be a better way to create something captivating. And so we modeled the TED talk model and came up with enhanced ghostriting. So I tell the story of US Ambassador Lewis and I bring it to a crescendo. Then I leave an open loop and this is at the beginning of the chapter. I tell another story somewhere in the middle of the chapter. I give the steps kind of an abbreviated number of steps for the enhanced ghostriting model. And then at the very end of the chapter I come back around. I culminate the story and the next step is if you’d like to hear directly from US Ambassador Delano Lewis on what the enhanced ghostriting process meant to him, then go to this link, click here, and you can see exactly the process he followed and hear in his own words how it was helpful. In other words, it’s not like this was some, you know, massive undertaking to create a whole new product that I had to give away. It was nothing but a 10-minute video, an interview video that I did, which was like a glorified testimonial. Now, he shared the process and what was helpful to him and all of that, but really it was a wonderful testimonial video. And that thing has been viewed thousands and thousands of times because people were going through it and go, I wonder about this enhanced ghost writing thing. I’d like to see it. And guess what? they have to put their name and their email address in to watch the video. Now, that’s just one example. Offer a resource that is directly related to that chapter’s content. Hear me on this. This is where a lot of authors make a mistake. What a lot of authors will do is they they take the lazy way out. They just put a link at the end of the chapter back to their website. Why do I care about a link to go to your website? Sure, I might want to check you out, but I could probably Google a link. But if you give me a resource, something that furthers my education about what I just read, that is so much more valuable. We’re trying to give them value here, right? Not just a a link to a newsletter. This is where authors get really lazy. So, what could it be? It could be like a short video series to go more in depth. Maybe you you taught on some concept of yours for fitness or for diet or for health or you know for creating great culture in a corporation. Well, can you create three five minute videos that go into further depth on that topic? Of course you can. We’re not talking about creating something that takes you hours and hours to do. You could talk about that subject matter off the top of your head in front of a a camera right on your laptop and create three videos. put them behind an opt-in wall and boom, you have a resource that’s now directly connected to that chapter. It could be a checklist of some kind. It could be a blueprint to follow. It could be a tip sheet. Any of those things work well. Just make sure it is connected directly to the content that you just taught on. Don’t be lazy about this. This is a place that authors get really lazy because what they find here’s the reason, you know, from my experience is now you’ve written the whole book and you’re like, “Oh, shoot. I don’t really have any way for people to get connected back to me and Rob says I need to have that and so, okay, I’m going to give them my website link.” No, no. take the extra time, think about what content would be really valuable for them in that particular chapter and create it. Or strip, if you already have a course or something, just strip out a nugget from that course and give it to them. And then guess what you can do after they view that content, you can lead them with an email series right back to buying your course. or what we do. Ask them to watch several videos and then would they like a coaching call to see if we’re a fit and actually to help them with these services on a done for you type basis. See what happens then is now you’re having an active conversation with your reader. You’re not wondering, oh, is anyone reading my book? Right? I mean, that’s no fun to wonder that. We hope that they’re someone is reading our book right now. But when they opt in to your landing page and now they’re on your email list and they’re getting automated emails from you and maybe even some direct emails from you depending on how big your email list is. You don’t have to wonder anymore. You are actually connecting with them. As I said, I do this with all my books. I do it with all my books so that there are links directly related to the content that offer connection, coaching help, done for you services. I even have links back to automated webinars that run selling various products. This works. It has worked for me. It will work for you if you follow these steps. So ask yourself these questions as you begin to put this together for your various chapters. Think what are the three, four, five burning questions that my ideal ha ideal client has and is asking themsel right now. What’s keeping them up at night that I can answer for them within chapters of my book? And by the way, you don’t have to do it for every single chapter, but every other chapter, every few chapters, yes. And so you’re going to need three to five like real ideal pieces of of additional content that people can opt into and get some help from you deeper connection. So question one, what are three to five questions that your ideal client is asking and keeping them up at night from that? Question number two, how can you take that information and create three to five lead magnets or resources that align with those burning questions that they have? Think about which of the chapters, okay? If your book is already done or or it’s well on the way to being done and you haven’t done this, okay, then let’s not get carried away and think you have to do this for every chapter, but think, okay, what are the three to five chapters that I ideally should do this for? and then the content pieces that will match those three to five ideal client chapters and questions. Okay? You didn’t write a book to collect dust and you didn’t write a book just so some people would read it. You wrote a book because you wanted to make a difference in their life and you wanted to make a difference in your own life and your and the life of your family. And you’re going to do that by giving people an opportunity to connect deeper with you. join your database if for only to buy book two, book three, book four, courses, coaching, done for you services, all of those things. This is the way that you turn your book into a lead generation machine. And you turn every single chapter into something that is going to directly attract clients into your business. If you don’t do this, then you just don’t know. you you’re going to have people that read your stuff, love your stuff, and for whatever reason are never going to get connected back to you. It’s hard. It’s hard to take somebody from a reader to a client that’s paying you5 or $10,000 or even more, even six figures. We’ve had clients that have read my book and then come on and paid us that much money. It’s not easy to do that, but it’s really hard if you don’t have these kinds of steps in place to do it.