The Expert Secret to Growing Your Business Faster

Today is all about why most experts are not making the kind of money that they want. And I call this training make more offers. It’s as simple as that. But I am going to go into more detail than just the opening statement. [music]

So here’s the deal. If you want to make money, more money than you’re making right now, and you may not want to, but if you do, there’s a really good chance that maybe you’re not making as much as you want. Not because like you’re not good at what you do, not not because your offer is bad, um, but perhaps you’re just not making enough offers. In fact, the evidence points to you’re probably not making enough offers in your business. And so, where most experts are worried about all the peripheral things, you know, they’re worried about their website and and you know, your social media pictures and continuity across that and waiting for everything to be perfect, creating more content and all these things are important. I’m not saying they’re unimportant, but people making the most money tend to do one thing over and over and over again, and that is they make consistent offers. And yes, they’re good offers. You make more more money when you make good offers. But part of learning how to make good offers is by consistently making offers so that you can see exactly what is reaching your marketplace. So a lot of businesses struggle because they have one thing that they’re selling one offer and maybe they only make it occasionally. Uh or maybe they’re just relying on referrals to get the word out uh or creating content uh inconsistently creating content, waiting too long to ask for the sale or to make an offer because maybe you’re afraid of being seen as pushy. The bottom line is look, people are busy. People forget. I I know when you have somebody that wants to get started with you in your business and maybe you have a discovery call with them or we might call that a an author strategy session or an author coaching call. And I know when one of our author development coaches makes an offer on that that our hope and belief is that that person is going to remember what the offer is. And if they don’t decide right away that they’re going to certainly be thinking about it and pondering it for days, but the reality is that doesn’t happen. They forget it. They move on to the next thing. They’re they’re thinking about something else. People need reminders and people need multiple opportunities to engage with you and that’s what your offers allow. Okay. So, I’m gonna share a little bit. I’m going to give you kind of, you know, multiple parts to this, multiple pieces of it, and I’m going to share a little bit about what we do at Bestseller Publishing. I don’t think we do it the best way it can be done. I think there’s lots of good ways to do it, but I just want you to see how much we do from the standpoint of making offers and even give you like some anecdotal evidence of how making offers, even small offers, really does like radically impact your bottom line. So, we’re always trying to make offers at Bestseller Publishing. In fact, I I feel like we don’t make offers enough at BSP. Uh we don’t make one offer. We have multiple different kinds of offers. Now, they’re all related to our expertise and our specialty. That that of course is true, but when I talk about multiple kinds of offers, I’m really talking about the various things that we’re selling from books to courses, etc. And I’ll share more about that in a second. I think that’s important because different people buy different things at different stages in their journey. Somebody may not be ready to get on a call with you, even though that may be the thing that they need to really make progress. They’re not ready for that consultative sales call. But you know what? they would gladly spend even a few hundred to buy your course, to go through training with you, uh maybe to be a part of some continuity program, some overall coaching program. Uh just this week, one of my book buyers bought our BSPU offer, which is $500 a year, $497 a year. I hope you’re on today. I hope you come to the calls. I want those people to come to the calls. Why? Because I want them to engage with the stuff we’re doing, see that we can actually help and either get the help that they need from the stuff that I teach implementing it themselves or say, “You know what, Rob, why don’t you just handle it and here’s another check so you can get me PR or media or launch my book or or whatever it is.” But they come at different stages. That person wasn’t ready for a call. the person that bought a book isn’t necessarily ready for a call. They want a low ticket course or they want to come to a workshop or maybe they want a done for you solution and they’re ready to jump on a call. The point is you never want to rely on one path back to you. You want to give people different options so that they can engage with you at wherever it is they’re at. Okay. So, let me give you a little bit of like our ecosystem. I’ll give you like five or so parts of our ecosystem and my suggestion would be that you should have this many or more different parts of your own ecosystem to bring people back to you. Again, dependent upon what it is that you’re trying to do with your books. So, number one, book funnels. You guys know I love books. You guys have heard me say over and over and over again, I don’t write a book unless we build a bookfunnel. So when I wrote Publish Proofit, the first thing we did was build a bookfunnel. The second thing we did was started running traffic and ads to it. Yes, we gave the book away for free. Amazon was selling it for at that time $15 to $20 the soft cover. We were giving it away for free. All someone had to do was pay me $7.95 for shipping and we would ship it to them. Now from there, they were given over other offers within the funnel. They could get the Kickstarter course. They could get our uh audio book which also was bundled with six courses. They could upsell to the BSPU coaching program for one year. They could from there decide to have a call, etc. So, people came in for just $7.95. Every book that I’ve written, write with AI, has a BookFunnel attached to it. Bookfunnel Secrets obviously has a BookFunnel attached to it. However, we are rebranding that and adjusting it because I wasn’t happy with um the results from it. We sell very low ticket digital courses. We have a launch your bestseller micro course we sell right now for $4.95. Is there really any revenue in a $4.95 course? Well, not if you’re just looking at the front end itself because it probably cost me on average about $30 to $35 to sell that digital course and the average person is paying me $15 to $20 because obviously it’s $4.95 plus there’s a couple of upsells. But but just two hours ago, a person that bought the launcher bestseller course for $4.95 four days ago, four days ago, they purchased it. They signed up for a coaching call and they decided they didn’t want to go through the steps themselves and they became a $12,000 book launch client. Four days. 4 days from a $4.95 digital course that cost me money to sell to someone paying $12,000. They didn’t pay it all upfront, but they did pay 8,000 today and two additional payments of two and two later. Why am I telling you this? Because I want you to see this is possible for you. We don’t work magic. In in fact, we make tons of different kinds of mistakes, but these systems work because we’re make we’re out there making offers. The structure looks like a low ticket book or a low ticket course, various upsells. Of course, I offer workshops and webinars, coaching calls, and then ultimately the high ticket offer. So book funnels work, courses work, books, you know, they build trust before the conversation happens. A book makes somebody feel like they know you. And if they want to take further steps towards you, that means they like you. That’s good. A book positions you as the authority. It gives your potential client confidence. A book by itself doesn’t make much money. I say this a lot, right? If you haven’t heard me say that and you’re hearing me say this for the first time, okay? By itself, generally speaking, a book does not make much money. Can it? Sure. I just got my royalties this week from Amazon. It was a few hundred bucks, right? Better than a sharp stick in the eye, as my grandmother would say. But a bookfunnel attached to your book, well, that can make you a lot of money. And that can last for years and years as it’s now going on seven years with publish, promote, profit. Okay, that’s number one. Number two, I do some of this. I probably don’t do near as much as I should, but some of you really should go deep and heavy into this, and that’s organic content, organic outreach. Look, we’re always putting offers into the marketplace. We do LinkedIn organic content. Uh I create um via this coaching call and other types of content that I do one time a week that is made into a long form YouTube video. It’s made into a podcast and then it is stripped and made into five to a dozen different shorts and reels which are then we post two a day across Tik Tok, Instagram, Facebook and YouTube shorts and reels. We use Buzz Buzzrout for a podcast episode and we have, you know, thousands of downloads a month. It’s not tens of thousands or hundreds of thousands and it’s not a, you know, top five podcast or anything like that, but it’s thousands and thousands of downloads and listens every single month. And it doesn’t take any additional time for me to do it. And guess what? At the end of every single one of them, I send people back to get my free book offer. I do that in all of the shorts and reels. I do that in all of the YouTube videos. I basically say, look, if you’re interested in learning more, then go right here to publishprofit.com and check out my free book offer or of course you can buy it on Amazon as well. Organic content is great. If you can do more than I do, and you probably should. If you could do more than that, man, that would build tremendous trust and familiarity with you and your audience because the more people see you, the more opportunities they are to like you and for people to buy from you. So using organic content, it takes your time, but obviously it’s something that you can do inexpensively. Number three, workshops and live events. You guys, most of you even came to me through workshops, webinars, and live events. Challenges I used to do. We consistently make offers through workshops. You know that I regularly do a write with AI workshop. I have affiliate partners that promote those and I present. I have an affiliate manager that I pay every single month that sets these affiliate relationships up. Some months are great, some months not so much, but on average, fantastic channel for us, right? I do my publish pro profit two-day workshops. You guys know that. I’ve tried to get into a rhythm of every other week, but that’s too much from what I can tell. And I can tell that because when I make an offer, I generally know what we’re going to get from that offer. I know generally speaking what my return on investment is going to be until we start doing it too often and then my ROI goes down. So we’re in a rhythm of doing one a month now and we’ll spend a good deal of money on advertising and traffic to fill that up as well as the email list. Of course besides those we do all kinds of strategy session calls after workshops. So the workshop, I give value, I teach, I kind of lay it all out what someone needs to do, I tell stories, I give case studies, and then whether it’s at the end of day two or whether it’s at the end of the 90minute work webinar that I’m doing, I make an offer. I make an offer. And oftentimes I give the full price of what the offer is going to be. And many people will tell you, you can’t sell something for more than a few thousand bucks on a webinar. I routinely sell you know 20 22,000 you know at at a high price point between 11 and 22 are the offers that I make on the webinars and workshops. It’s payment plan but those are the amounts. Workshops educate people. More time with you means more trust. Workshops build belief. They help people to overcome whatever objections they have because when you build your workshop out you’re thinking about those things. It lets prospects see that, wow, you know, like I can do this and generally speaking, they convert at a at a pretty good rate. So, workshops are terrific. I was on with Eileen the other day. She was on my workshop sharing about her success. and Eileen when she left her job and now it’s five or six years actually it was right after COVID when we did her book and and she left her her full-time job to go into this business full-time and now she’s doing fantastic making five times the amount of money that she made when she was working in her in her career uh and on her own terms and the cool thing that she shared which I loved was basically all she did was she modeled the exact process that that we taught and that you guys can see in the BSPU um uh content area on how to do um what initially was a like a five-day challenge which then she compressed it to now it’s like two or three days and that’s really all she’s done and she does those I don’t know four, five, six times a year and that is her entire business model. She teaches, teaches, teaches, and then she makes an offer. And that’s all she does. If anything, I would tell Eileen, I’d say, “Eileen, make more offers. Find more ways to make offers. Don’t just live and die based on that webinar, that workshop, that challenge.” The point is, I love that she did that. And all the training is available for you guys if you want to implement those things yourself. Worked for me. It works for Eileen. It works for many of our our clients. I’ve shared even some of these examples on the workshops themselves. That’s number three. Number four, paid ads, paid advertising. Um, probably some of you are not at a place where you should be thinking about paid ads, but some of you absolutely are. And the fact that you’re not is just there’s a a wall of fear that is in between you and a real opportunity to scale your business. If that’s what you choose to do, we use paid ads and have been for years and years and years to accelerate attention and to generate opportunities for us. Ads to low ticket bookfunnels, ads to our workshops, ads to webinars, ads to strategy session applications, ads to PR, ads to courses. All of it is advertising based. All of it is. If I shut my ads off tomorrow, my business would shut off. Yes, I have an email list. It’s large because of the uh longevity of advertising, but the reality is that is our lifeblood and it can be yours as well. You just have to figure out the offers to match with your paid advertising. Ads give you scale. Instead of waiting for people to find you, you go find them. And here’s the cool thing, and I’m always afraid to say something like this because I don’t want to jinx it. Uh but I’m going to go ahead and say it anyway. we have really dialed in the newest Facebook Instagram algorithm. You know, Facebook and and all of the platforms changed their algorithm and they have gone more heavily into AI than ever before and obviously and and that is not going in the opposite direction. So 10 years ago, 12 years ago, however long it was when we started advertising with Facebook. And for years, most of their advertising was focused on targeting. And you could target based on people’s interests, based on influencers that they followed, things like that. Well, that doesn’t really exist anymore. And so you have to make sure with your advertising that you have the right copy in your ad itself that targets the right person as well as the right image. And even within that image, it should state who that target person is. And the more specific you can be, the better because Facebook’s algorithm will go out and find that person for you. And it has worked amazing. Better in the last month than it has in five years, six years. Like I said, I’m always afraid of jinxing myself, but at the moment, it’s really cool to see that the pixel and that Facebook’s algorithm is actually working the way it is supposed to. Bottom line, paid ads work and they work to speed up what is already working. Okay? That’s why I said maybe for some of you, you’re not quite there yet. But for others of you, if you have something that’s working and you have an offer that works, then paid ads will help you speed up the scale of that. Number five, referrals and warm leads. Um, not all offers need to come through funnels or ads or books, right? U to strangers. Some of the best opportunities you get will be from past client relationships, referrals, existing friends, right? Website inquiries because somebody, you know, found your blog, right? Podcast listeners, people that are warm, speaking engagements that you do, which is an entirely new vertical that Bestseller Publishing is adding and focusing on this year more than we ever have before. We’re building out that entire vertical where we’re going to have people speaking on stages for bestseller publishing to chiropractic events, dental events, orthodontic events, you name it, right? About our specialty, about our expertise. You can do that. You can do that. In fact, it’s easy to do that. We show you how to do that in the training. You can have joint venture partners. You can do strategic alliances. All of these need an offer, though. You know what I’m saying? Like, like there needs to be an offer attached in some way for these referrals, past clients, existing relationships, blah blah blah. For all of these things to like ignite, there has to be an offer attached to them, right? We don’t want to just be interesting to somebody or get noticed. We want to get noticed and then get noticed for a specific purpose. And warm leads are awesome. They convert faster. They become great clients. They trust you because the trust has been has been referred has been has been given from the referring party. There’s less resistance. Great great mode and modality. But offers have to be related to that. So, I’ve given you five kind of frames, and I’ve done this in different ways in the past where I’ve shared the different things that Bestseller Publishing has done to try to help you to see all the things that you can do. I’ve done a little bit of that today, but here’s a simple action plan for you to begin like maybe putting some things into into progress here. Ask yourself, okay, like what offers do I currently have? like what do I have right now? What am I selling? Or what do I have to offer? And by the way, you have complete freedom in this country to like craft something entirely new, something entirely different, right? You can craft something completely out of the box for your ideal client. So think through what do I currently have and then think, okay, well, how many times a week am I actually putting that out there into the world, right? I mean, if you’re just waiting for the phone to ring, then that number is going to be very low, zero, one, or two. You need to have your offer put out into the marketplace dozens and dozens of times a day. I’ve given you some of the ways to do that. Ask yourself, do you have a low ticket, a mid ticket, a high ticket? What do you have? What are you missing? What are you missing? If you have a book, and you’re all my book people, so you have a book or you’re writing a book, you’re going to have a low ticket. Do you have a mid ticket? Do you have something that you could sell for a,000 bucks, $500? Do you have something like that? Do you have a high ticket? Do you have something that that you could do for someone that’s valued at 5,000 to 50,000 or more? What are you missing? Where could you maybe add an offer in to expand your reach?

Are you making enough offers? Email, social media, workshops, LinkedIn, advertising, speaking engagements, podcasts, referrals, getting your books in people’s hands. That’s what this is about. And thinking every single day, how do I do that more? How can you automate that? Most businesses, they they don’t struggle because the business owner isn’t talented. Uh, right? They they they’re not and oftenimes they’re not businesses aren’t successful because the business owner is especially talented. Generally, businesses struggle because they’re invisible. And generally businesses do really well because they’re visible to everybody and they’re making a lot of offers and they’re in the marketplace and they’re using their books and they’re using their resources to do all of that. Okay. So, make more offers. The bottom line what I want to share with you today. So, thanks you guys. Have an awesome week. Don’t forget tomorrow’s call, Thursday’s call, same link, same time. And I’ll see you next Tuesday. Bye-bye.

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