How to Get High-Value Clients With a Single Book

What if one copy, and I’m telling you it can, one copy of your book in the right hands can create more opportunities for you than even a thousand Amazon sales. Now, you listen to me, and I’m glad that you do. So, you probably don’t make the mistake that most authors make, which is they publish it, and they cross their fingers, and they hope that something good comes from it. They wait for sales, they wait for leads, they wait for opportunities. And sometimes they come and that’s fantastic. The problem is often times it stops. You know, books have a shelf life if you don’t do something about using them. So, and it’s not because the book isn’t good or the book is out of date. It’s because the book isn’t in the right people’s hands. Okay? So, I want to give you multiple things and some client examples that you can follow, multiple things that you can do to ensure that you’re not like every other author waiting for something to happen, waiting for activity. Instead, I want you to be proactive. I want you to be focused. So, number one, what is the first thing you should do when your book is published? And really, you should be thinking about this even before your book is published. But let’s say your book is published. What’s the first thing that you should do? You need to ask yourself this question. Ask yourself, who if they read your book, would benefit the most from it? who if they read your book would benefit the most from it. And here’s the idea. When others benefit from your book, you also benefit from that. I know most authors have wrapped up in their minds that you know I need to sell my book and people need to pay for my book and of course that’s ideal and that’s what we would like to see happen. The reality is there are many people that if you just got your book into their hands, it would benefit them so much and then because of that it would also benefit you. So as an example, this is Jennifer Edgar’s book, Resilience. We’ve just finished her second book. She’s a corporate consultant. High ticket $50 to $100,000 projects she does. And what she did when we first created and published this book for her is she made a list of a hundred and then eventually 200 people seuite executives etc. Many of the people that she knew but some that she didn’t know. She made a list of who would benefit the most from reading this book and then over a two-year period sent copies every single week to people on that list completely for free. This is a large book, 250 or so pages, probably cost about $8 to $10 to print. That’s high, but let’s call it that. And then another couple bucks to send. Well, the beautiful thing, those people benefited tremendously from her book. And because of that, she also benefited tremendously. She did over $500,000 in workshops, consulting gigs, coaching opportunities for people in the seauite directly related to her mailing campaign of her book to 200 people. Now her book has sold thousands of copies and it’s done very well and her second book is doing very well also and that we love and that we want to happen, right? But the reality is, if you could get your book in 200 of the right people’s hands that led to $500,000 in revenue, wouldn’t you want to do that? Of course you would. Absolutely. So, the first thing you should do is ask yourself and begin to make a list who, if they read your book, would benefit the most from it. And because of that, you also would benefit from them benefiting. That’s number one. Number two, you want to get your book to those you already know are interested in you and your content. You know right now that there are people that are interested in you. They’re interested in your content. They’re interested in your teaching. Who are those people? Well, they’re your current clients. Well, you know they’re interested in you because they paid you. They’re your past clients. Most, if not all of them are still interested in you and hopefully have fond memories of you, your past clients. And then also people that are prospects, qualified prospects. You know they’re interested because maybe they’ve reached out, maybe they set an appointment and then for whatever reason they just didn’t follow through. So those are the people that you know are interested in you and your content. So make a list, not of strangers, but of those people. Who are your current clients right now that for one reason or another could use some reinvigoration, a reminder, or maybe even there are other things that you could help them with that they’re completely unaware of. That’s number one, your current clients. It will create additional opportunities for them to buy from you and for them to refer you. And that’s what you want. So, when we did Pamela Moss’s book, Legally Ever After, she did exactly what we suggested that she do. She sent copies of her book to all of her current clients. This is in the first 60 days. All of her past clients and her leads from the previous six months. Within that period of time, $60,000 in new clients and more than a dozen other speaking opportunities and strategic partnerships came from that. just sending it to in her case less than a hundred people. Total cost of doing that probably no more than $1,000. So your next list to make and your next thing to think about doing is who are the people that you know are interested in you. Make a list of those people even if you haven’t engaged with them for a while. It doesn’t need to be complicated. Past clients are maybe in a new season in their life. Maybe they’re facing a new challenge. Maybe they really need you, but they need to be reminded why they need you. And a book is a very gentle and, you know, wonderful gift for somebody to receive from you that could remind them of exactly how you could help them. And of course, the leads from the last 6 months you had, look, these are people that for whatever reason didn’t get started. They expressed an interest, but the reality is they may still have the exact same problem. It may even be bigger. The problem may even be bigger than it was six months ago. Doesn’t need to be a fancy script. I recently published this book. I thought of you. I’d love to send you a copy. And if you wish to personalize it in some way, you get extra credit. Meaning that you know if you send your book to somebody and that person that you send it to you know that chapter 5 would be particularly beneficial and helpful to them then a simple sticky note hey just read chapter 5. I think it would be very helpful to you. Now this intimidating book of 150 pages they don’t feel like they have to read it from the introduction on. They’ll go right to chapter 5 and benefit from it. For Pamela it meant 60 grand in 60 days. hundreds of thousands of dollars thereafter and we just finished book number two for her wealthy ever after. Of course you guys know the story or most of you do. The book actually landed her national TV tour that we did and she got on the Drew Barrymore show for something honestly quite boring estate planning really legal estate planning pretty boring but still got on the Drew Barrymore show because of the way she presents herself. So pretty powerful. The book is magic, yes, but the real magic is the book and your distribution of the book. That’s where the magic happens. So that’s number two. The people that you know are interested in you. Those are the lists to make and to get it in their hands. Number three. Number three, this is what I call the superhoo exercise. The superhoo exercise. And this was a term maybe coined by Dean Jackson. I heard it from Ben Hardy who I think mentioned Dean. I’m not exactly sure but this the idea of the superhoo and of course you know they Ben wrote the book with Dan Sullivan about who not how. And the idea is with a superh who we want to we want to go bigger in our thinking. Okay. uh we don’t want to just think about you know who of our clients could use some additional services although wonderful right but we want to think a lot bigger than that and many people think like really small who can I get my book to and and oftentimes don’t even do that I I know that won’t be the case for you instead ask this question after you do one after you do two ask this question who is the one person the one person that if I got this book into their hands that could change everything for what I’m doing, whatever that thing is. That could be a celebrity, that could be a famous podcast host, it could be a big conference organizer, it could be the CEO of an organization, it could be a politician, whoever, a media personality, one person that could do it. Some of you know this story. This is our client Doug Bowman and John Mullen. We helped them with this book which is really a little bit outside our normal book, right? They wrote this book as the beginning of a new charitable organization that they wanted to start and they wrote it because they were inspired by a trip to Mosamb beek and the plight of people in Mosamb beek because of the war torn country. So many people were missing limbs because of the landmines and they wanted to help people with prosthetic devices. So, we did a big launch. It went really well. Lots of PR, lots of media, all that. Fantastic. Checked those boxes. But the super who that changed the entire game for them was they were able to get a copy of this book onto the desk of the president of Mosamb beek, the president of the very country that they wanted to start a charity in. Well, he read the book or at least part of the book and was incredibly inspired. In fact, he contacted us. He said, “Hey, I want to I want to write a new forward to the book.” We were like, “Great. Write a new forward. We’d love for that.” He said, “Not only that, I want to introduce you to our ambassador to the United Nations.” and he’s going to introduce you to the Indian consulate because many people don’t know and I certainly didn’t know but in India they have the largest non-government organization or NGO in the world that works with people that need prosthetic devices. Well, that led for us for an invitation to the United Nations where my clients Doug and John were able to present in front of the general counsel of the United Nations. I brought a a film crew. I went with them. They presented in front of the UN. We gave books out to every UN ambassador. We then went to the Indian consulate, presented in front of them, then met with the NGO organization head which they created a partnership. Yes, they sold thousands of books which was fantastic. But the reality was from that one book landing on the desk of the president of Mosamb beek came an opportunity to present before the United Nations which led to millions of dollars in charitable giving to this brand new charity that they started because they were able to find a superhoo to get behind their entire idea. So who is that for you? Who could be that one person that kicks off this entire idea that you have into kind of a new stratosphere, a new realm, something that is beyond your wildest dream, something that would be worth more than a thousand copies of your book being sold on Amazon because one person was the right person to do this. So, those are the three things, the three lists that you need to make. Now, we’ll talk about what we need to be doing on an ongoing basis, but let’s go through this again. Number one, ask yourself who, if they read your book, would benefit the most from it. Okay? Because when others benefit, you benefit. Number two, get it to those that already are interested in you. You know they like you. You know they’re interested in your content. These are people that are your current clients, your past clients, and anybody that was a prospect in the last 6 months. These people already showed interest in you. And then number three, who’s the one person? Dream big. Think big. The president of a country. Yes, they read books. The the podcast host that has millions of listeners. Whoever it is, dream and think big about who your superh could be. Now, this is not a one-time strategy, okay? This is an ongoing habit. So, publish remote profit, as you guys know, it’s been out seven plus years. Well, what we’re doing with it right now is we are sending it to very specific and selected events and conferences that I want to or somebody else within my team will be a speaker at chiropractic organizations, dental opportunities, medical, legal, etc. We’re being very specific about what we’re looking for because we’re looking for larger events and events in a particular space. So we are doing a campaign right now. This is an ongoing habit. I have sent hundreds of copies of my books to seauite executives just cold with a cover letter because I felt like and it turned out to be true that many of those people want to write a book, talk about their legacy, create a legacy for themselves, leave a legacy for themselves. So this is not a one-time, well my book launched, now let me go ahead and send it out. No, this is an ongoing habit. It is not just about your launch. So, you need to be thinking about these things. Let’s let’s pretend your book has already launched. For for many of you, your book launched some time ago. Congratulations. That’s wonderful. I hope you did these things. If you didn’t, then your next steps are really simple. Like do one, two, and three. Really simple. But for those of you who maybe have already done one, two, and three, or maybe one, and two, but not three. So here’s your kind of action steps for all of us. Before you leave, before you end the day, take a little bit of time and make a list based on one, based on two, based on three. Who are my current clients? Who are my past clients? Who are leads that maybe I could get this book into their hands in the past six months and send it to them and personalize it. Who are the top 10? Let’s just keep it simple. top 10 people that aren’t prospects or current clients or past clients, but that you know would really benefit. Send it to them cold. And then before the end of the day, just think who’s one like super who that your book could really benefit and that it would be a gamecher for you. Make that list and then if your book is already done, make a commitment. It’s it’s it’s a gentle commitment. Send one book this week. Just one. If you’ve never done this before, great. Send one. Now, prefer that you do not just send it from Amazon because you can’t personalize it when you just send it from Amazon. You can do that, but I prefer that you don’t. I prefer that you send it personally to someone with a personal note with a sticky note on top. And then always, always, always follow up. Always. And your followup is simple. Hey, I I I sent you something last week. Did you Did you get it? Yeah, you sent me your book. Thanks so much. Great. Did you ch Did you have a chance to look at it? You know, I I know it’s 200 pages, maybe, you know, a lot to read, but did you at least look at chapter 5 like I mentioned? Just let the conversation begin somewhere and let it begin just with, “Hey, I sent you something and just want to follow up that you got it.” Just do that. You can, every one of us can send one book out. My recommendation is that you create a habit to where you’re sending five books or so out every single week. That’s what Jennifer did and was the game changer in her business, leading to over a half a million dollars in clients directly related to it. It wasn’t because she did anything outstanding. All she did was get the book in the right person’s hands and followed up. You guys can do this as well. Don’t think of your book as a product, okay? Think of your book as a means to an introduction, okay? Think of it as a way to frame you in front of the right person at the right time that really benefits them and may in turn hopefully may in turn benefit you as well. Okay, so there there you go. That’s one, two, three, and of course the ongoing strategy of number four. You guys know what to do. Thank you. Get to work. Start your streak. Finish your book or all the things that I said. one, two, and three. Like, do those things. Get a book out this week to somebody that could be a gamecher for themselves, your book, and for you as well. [music]