27/09/2024
What if you could use a short, high-impact book to attract your best clients?
If you have a book or want to write one, imagine making it the ultimate lead magnet for your business.
In the past two years, we have helped clients sell 40,000 books through our effective ads. Now I’m sure you’re impressed, but my obsessive personality wasn’t happy with that result.
Why?
As a coach or consultant, you don't want to be a best-selling author or a celebrity. You want to scale your business and use your book to attract high-value, committed clients.
I have worked with some of the biggest names in the info space. I've seen how they scale their businesses to amazing levels. But, I've also seen the typical results of most authors trying to run ads. They're vastly different.
Why do some people make millions from their book as a lead magnet, while others waste tens of thousands on ads? They end up with a pile of unqualified leads and poor sales.
You could argue that congruency between the book and your backend is a factor—true.
You could also be terrible at sales or conversion—possible.
But here’s my thinking… You have NOT written or framed your book in the right way.
What do I mean?
The frame when someone buys matters. It could mean a red-hot buyer who wants a solution NOW vs. someone who wants to solve a problem "one day."
"Yeah, I want to get better at SALES, but it’s not a focus right now."
“I saw this awesome book on sales; I’ll buy it now for WHEN I need it."
It happens every day.
I’m a victim of this buying mentality—heck, 60% of my bookshelf is filled with these kinds of books.
I bet you’ve got some of the same, right?!
So here’s how we change it.
The first step is to figure out the frame for people to buy in. We want to write a short, helpful book (or SHOOK, as my friend Mike Cappuzi calls them). It should meet readers' problems and get them to raise their hands to buy a solution.
We can then SELL them on getting the solution faster and easier. They would get more support by working directly with YOU!
It’s a simple, two-step approach. It attracts the right buyers. It sells them on the support they need to create change.
The real kicker is, even if it's a "no" in the book buying process, the book will be just 30-50 pages. It will help them find a pain they will be very interested in. They will want a DWY/DFY approach, so they will reach out for more help afterward.
This makes sense.
The biggest problem with my clients' great books is that they can't get buyers to read them because:
👉 The point I made above.
👉 The frame of the book (eg. book title, promise & cover).
👉 The book seems TOO hard to get through to get the outcome they are looking for.
In a recent chat with Ryan Deiss, he proved this. He turned his book into a webinar, a sales doc, and a 1-hour YouTube video he calls "Pillar Content." He did this BECAUSE of all these issues.
The outcome for him is the same:
Great book + consumption = ready-to-buy lead.
But, consumption after the sale is the number one bottleneck.
So let’s make it consumable at the same time.
Now, let me be clear.
This book isn’t meant to be a #1 best-seller on all the lists.
It’s not meant to be the book you show to your grandchildren.
It’s a conversion tool made for you to:
✅ Attract the right buyers with the right problems that you can solve.
✅ Increase consumption so that the likelihood of backend conversion occurs.
✅ Get quality clients in the process.
Here’s what goes into creating a conversion book campaign for your business:
✅ We will write a 30-50 page book. It will solve your clients' top problem. It will have a call to action at the end. It will ask readers to book a call with your team for more help in implementing the solutions.
✅ We build you a book funnel around this book to market and sell your books.
✅ We add smart upsells to the book-buying process. This boosts the cash you collect before your buyer becomes a client.
✅ We offer a strategy session to the book buyers after all the upsells in the book funnel. It helps them solve the book's problems faster, easier, and with more support.
✅ We run paid ads to your book funnel to get quality book buyer leads to feed the pipeline.
✅ Finally, we create follow-up sequences. They prompt reading the book and booking strategy calls. This continues the lead cycle.
This results in:
✋ Buyers who are hand-raising for specific problems that you solve.
📈 Higher average order values that offset ad costs. So, most ad costs are self-liquidating. This lets you spend more on ads.
👌Higher strategy call scheduling rates. Quality book buyers want a hands-on approach to solving their problems.
👏 Lower buyer lead costs as the book is being marketed with the right frame that is hyper-specific.
Here’s how we do it:
👉 My team (or yours) will run an ASK campaign. It will use a few of your top clients. We want to find their biggest problems before working with you. We’ll find out the specific outcomes your offer helped them achieve. And if your offer is about helping them with business or money, we’ll find out what the monetary ROI has been for them.
👉 We'll interview you to get the highlights of your program's IP and your brief story. We want to align with our ASK campaign's findings.
👉 We'll produce a 30-50 page book. It will have a pain (or pleasure)-based title and a catchy cover to hook readers.
👉 Once approved, we will develop your marketing assets.
We’ll plan your book funnel offers.
Write your book funnel copy.
Design & develop your book funnel.
Write your ads.
Create your ad creatives.
Build your ad campaigns.
Write & build your follow-up sequences.
We will launch the ad campaign as the final step.
The benefit of Smart Author® Media is that we won't just say "go market it" after handing it to you. We also run the ad campaigns.
So, this is an all-in-one campaign solution that we will handle every step of.
We A-B test the ads, the book funnel AND we will also A-B test the book itself!!!
That is why this offer is truly different.
If a book doesn't sell or bring clients, I'd say: "Sorry – we tried everything and your book doesn't sell (or produce an ROI)."
But now, we can engineer the outcomes by testing and creating different inputs (books).
Say goodbye to the days of ghostwriters taking 3-6-12 months to write your book and charging you $30,000-$100,000 to do so.
Say goodbye to hiring a copywriter to write your book funnel, ads, and follow-up copy.
Say goodbye to engaging in a funnel agency to build you a book funnel.
Say goodbye to hiring a media buying agency to market the campaign with dismal success. They will have a lack of ownership of the funnel's performance. They'll say, "They didn't make the funnel" or "They don't do funnels."
The 1-stop solution is here, and you’ll save money and time by using Smart Author® Media.
But the real kicker is that we’ll get you results in the process.
If you hired each of those services individually, here’s what you would pay:
Ghostwriter: $30,000 (on the low end)
Copywriter: $7,000-$10,000
Funnel builder: $5,000
Media buyer: $3,000 setup + $5,000 per month
Easily a $50,000 project with undefined results.
You won't have to pay that. You won't even pay half of that.
Right now, I am prepping to launch a few select clients using this process and if you don't get an ROI, you get your money back (This guarantee is only available for this round of clients).
Comment or DM me - and we'll set up a time to chat more about this to see if we're a fit to work together.
NOTE: We're only taking on clients who are doing more than $500k/year.
Can't wait to see the results we produce together!
