Welcome to the relaunch of Million Dollar PIVOT podcast! This is episode #60 of Million Dollar PIVOT - and episode #1 of the relaunch. Our hosts today, and going forward, are Jamie Wolf, MBA, and Dr. Tammara Williams. In this episode, we are going to discuss how you can easily craft and use mini books as a customer acquisition strategy. We appreciate that you may think writing a book is hard, scary, or intimidating. We're here to make sure that you get through anything that might be preventing you from moving forward with writing and publishing a book and using it to acquire customers.What does a book mean to you? What does a successful book mean to you? We invite you to think about books as tools that serve your business.First, when we say “mini book” we mean one that is only about 80-100 pages. Writing and producing a book that’s about half the standard length allows you to produce a series of books. The Amazon algorithm likes series. Additionally, strategically planning to write more than one book allows you to have a book for each stage of your value ladder. Or to put it another way, as your business evolves to keep pace with the market, you are already positioned to drop a new book to reflect your new and agile offers. When you follow the formula that we give you, it is neither difficult nor time-consuming to produce a mini book. An added benefit is that a mini book lets you speak to people who are already thinking about what you have to offer. When you go through the exercise of crafting a mini book, it helps you get clarity and focus on your ideal customer, their pain points, and the specific solutions you have to address their primary problem. The act of organizing your book forces clarity which speeds up your success.You're a busy entrepreneur. You are a results-driven leader. You're flying to events. You run multiple businesses or a big team. You must stay in your lane, not sequester yourself in a log cabin on top of a mountain with complete silence for six months to write a book! The great news is that a sabbatical doesn't need to happen. Think of four or five different topics that you're great at and craft books around each of those. Put them out in the world so they create lead gen for you consistently. Tell stories to develop relationships with your readers, warming a cold audience. The best part? We can show you how to delegate all of this effort so you don’t even have to write these mini-books if you don’t want to do so.Would you agree that every single business needs lead generation? If nobody knows what you do or that you exist, then you can't serve in the way that you're meant to serve. I believe every entrepreneur runs into this at some point or another in their journey. When you use books strategically, you build links to freebies so your readers benefit while you grow your list. Your audience is your biggest asset, one that you want to consistently grow, nurture, and convert to paying customers.While your book is working for you as an evergreen prospecting machine, it can also generate passive revenue. Book sales themselves are unlikely to make you rich, but they can be a steady source of revenue in the background, whether that’s a few hundred dollars or a few thousand dollars added to your bottom line each month with no additional effort on your part.Also remember that a book can be in print form, digital, or audio - or all three.Think about it. Every single influencer, whether they're teaching about YouTube, TikTok, eCommerce, or something else, writes a book to teach you about it, which is informative. They could be using the format that they're talking about to teach, and they do, but they also write a book. Model the leaders. They know books continue to elevate their authority, credibility, and influence, and they get the word out that the expert is focusing on a new topic.But how do you drive traffic to a book? One way is to have a “free + shipping” book funnel. At the beginning of that funnel there is likely to be a free or low-cost lead magnet or digital download… here is where you can use your ebook. Next is a print book that you give away for free and simply ask people to pay for the cost of printing it, putting it in a box, and paying postage - otherwise known as ‘shipping and handling.’ The last thing in the front end of a funnel is the “bump” offer - like asking someone if they want fries. This is where you offer the audio version of your book. The revenue from these three assets will offset, if not completely cover, the cost of your ads to drive people to your funnel. In other words, a mini-book can not only increase your influence. It can cover your costs to acquire a customer!Think of big names - Dean Graziosi, Brendan Burchard, Tony Robbins, Russell Brunson, and Jack Canfield. Even though they have large audiences and are highly profitable, they still write and release new books. You should, too. And that’s why we want to make ...
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