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08 - Leading Mentors Coaching - Selling and Hiring

Selling and Hiring leading, coaching, mentoring helping others succeed
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   Copyright © 2006-2009. Mission Publishing, a division of The Mission Marketing Mentors, Inc. All rights reserved. These materials are subject to the license set forth in the Publishing Mentor Agreement and may not be copied or used except as specified in the license.  1 The Leading Mentors Publishing and Marketing System™ Teleseminar #11 This transcript is only minimally edited so you can still benefit directly from the live, transformational experience of the srcinal session. 11:01 Teleseminar Focus: A Tested Model for Creating Compelling Marketing Information From Your Book, The Importance of Hiring an Editor, and How to Hire a Cover Designer – CD Track 1 John: Hello, everyone. This is John Eggen, the Publisher at Mission Publishing, and welcome to this teleseminar in The Leading Mentors Publishing and Marketing Program. In this session, you’ll learn more of the step-by-step fundamentals of authoring a book in 90, 180, or 365 days. This is the third in a series that I’m doing on the subject. By the way, if an information product is what you’re developing right now, much of tonight’s session will help you, too. First I’ll be sharing a tested model for creating a book or info product content that turns it into a tasteful, compelling, marketing brochure for your high-priced services, products, or programs. Next, I’ll teach you the all-important basics of hiring an editor. This, too, is relevant, whether you’re developing information  products or books. Also in this session, I’ll mentor you on how to hire a cover designer. This also is as relevant for some information products as it is for books. At the end, I will be opening it up for your questions on anything we’ve covered in this session. 11:02 Turn Your Book into a Compelling Marketing Piece – CD Track 2 Okay, let’s jump in. If you want a book or info product that helps you double your income and ultimately create a lifelong stream of clients, then what I’m about to say will probably interest you. In teleseminar #9, I gave you several different models for creating your book. We discussed the “20 x 5” model. I also gave you the “101 Ways” model. For those of you that enjoy talking more than writing, I also gave you three different ways to speak your book into print. These models are relevant to many information products, too, obviously. I want to give you another model now. It can turn your book into a tasteful, compelling, marketing piece to sell any high-priced service, product, or program of yours. In fact, you can also overlay this model on any of the other models I’ve given you to make them even more attractive, if it suits your objectives.   Copyright © 2006-2009. Mission Publishing, a division of The Mission Marketing Mentors, Inc. All rights reserved. These materials are subject to the license set forth in the Publishing Mentor Agreement and may not be copied or used except as specified in the license.  2  In this particular model, your book basically educates the reader about all the challenges and problems in the particular part of their life or profession that you specialize in. It then explains the solution, which is naturally your expertise and the high-priced, high-value service or program that delivers it. 11:03 How to Motivate a Reader to Read Your Book and Lead Them to Your Services – CD Track 3 Here’s an example of how to use this model. Initially, you could begin with an introduction by you, the expert or specialist in this area. The objective of the introduction is to motivate the reader to start reading the book by telling what the  book can do for them. By the way, I think throughout this model, I’ll probably use the word “book”, but you can substitute “information product” as well. I’m just going to keep it simple. In the introduction, then, you could go on by perhaps speaking about the trends, all the changes occurring in the aspect of life or business that the book is focusing on, especially about how today’s challenges are costing people like the reader to lose what they value, whether that’s costing them money, costing them their health, costing them their relationships, or whatever it is that the target market of readers values most. In the introduction, you could tell what is relevant about your life or business, the  problems that you have faced, and how as a result you ended up developing your unique process or system. Remember what we’ve discussed in previous mentoring sessions – human nature being what it is, generally people will not only  pay more, but they will also act more quickly to eliminate their pains than they will to fulfill their aspirations. This introduction focuses on the pains, because the subsequent chapters will reveal the solution. In your first chapter, a great way to start is by asking a compelling question. For example, let’s say your target market is new business owners. You might start chapter one with a question like, “Do you realize that 40% of all those starting a new business or practice will fail in the first year? It’s a fact. Research also shows that 80% of them will be out of business within five years, and 95% of them will close their doors within the first ten years. However, in the next ten chapters of this book, you will learn how to become the one out of 20 that not only stays in  business, but also creates the life of your dreams.” You could do something like that, perhaps. You could then devote the balance of that first chapter to outlining the main problems that people in your target market are grappling with. Using this model for a book, you devote each of the subsequent chapters to a key challenge that folks in your target market are facing and how to handle that challenge and eliminate it successfully. In almost any target market, people are having the same range of problems. You know this from our previous teleseminars. You also know your market research is   Copyright © 2006-2009. Mission Publishing, a division of The Mission Marketing Mentors, Inc. All rights reserved. These materials are subject to the license set forth in the Publishing Mentor Agreement and may not be copied or used except as specified in the license.  3 the key to identifying them. For instance, with owners of small businesses and  professional practices, they all lack new leads for new clients and customers. They don’t know how to convert leads to new customers and clients. They lack enough revenue or they lack enough capital to invest to grow. They lack enough time. They have personnel problems, etc.  Now, remember that in each chapter when it comes to explaining how to handle that challenge and eliminate it successfully, you personally don’t have to have all the answers. Please keep in mind some of the insights into this that I gave you in Teleseminar #8. You might recall that I revealed three different positionings you can choose from. If you use the “Doer” strategy, then in these chapters you’ll describe from your own personal experience how to handle that challenge and eliminate it. If you’ve  been in business for 20 or 30 years, you may have enough experience to do that. But, if you don’t, a faster, easier way is to use the “Advisor” strategy. That’s where you describe how your clients have handled that challenge and eliminated it. Of course, the fastest or easiest way is to use the “Information Synthesizer” strategy, where you describe how other experts or successful people have handled that challenge and eliminated it. There’s a world full of people you can interview and other books and periodicals filled with stories you can use to get the content you need. After you’ve developed chapters using this problem/solution format, then you can have a chapter at the end that leads the reader to your high-value, high-priced service, product, or program. This is an extremely important chapter and it needs to be done very tastefully because usually, but not always, you want to avoid making an actual presentation of your particular high-priced service or program. A superb way to lead the reader to your high-priced back-end of services and  products that can be very helpful to your readers, is to, in this last chapter, educate them instead about the criteria that they should use to evaluate and choose the overall solutions or providers they need to solve the problems that you described throughout the chapters of the book. In this case, the criteria you describe should  be ones that match the benefits and advantages your high-priced service, products, and programs actually deliver. At the very end of this chapter, naturally, there should be a call to action, inviting the reader in an appropriate manner to contact you for more information. You should insert your website URL and send them to your website to get that information. You could make that information about your high-priced services or  programs, but often it’s better to offer them some sort of a high-perceived value report, guide, planner, or something like that.   Copyright © 2006-2009. Mission Publishing, a division of The Mission Marketing Mentors, Inc. All rights reserved. These materials are subject to the license set forth in the Publishing Mentor Agreement and may not be copied or used except as specified in the license.  4  On the website page that you lead them to, before you provide that high-perceived value free information, the first thing you should do is capture three types of information – their name, their email address, and their zip code. Only after they  provide all three pieces of information should the free information actually download to them. That’s crucial because this is how you generate leads to follow up on. The reason that you’re getting the zip code as one of those three pieces of information is because it will allow you to later sort your list geographically if you ever want to do some sort of a regional business campaign. Maybe you’ll be in their area on business to speak or maybe you’ll be doing regional meetings. If you make it a practice to build your database by getting the zip code, you’ll always be able to sort that way. Please keep that in mind because it can be very important. Last but not least, if you want to use this book-authoring model to seriously boost your income and generate a lifelong stream of clients, then you also need to develop the back matter of your book the way that I’ve taught you in previous teleseminars. Remember, the back matter are the pages following the last chapter and the index. As I’ve explained before, if you use a traditional publisher to publish your book, you’ll need to seriously negotiate this as part of your deal. It’s an important part of the deal, in my opinion. Remember what I’ve taught you before in previous teleseminars. Typically a literary agent will not do this negotiating for you. If you’re doing your negotiating with a publisher through a literary agent, keep that in mind. You’ll probably need to get a good intellectual property attorney to negotiate it, which actually is the best way to negotiate with a publisher anyway as I’ve taught you before. Obviously, it can be well worth it. I provided a very good explanation of how to develop quite compelling back matter in Teleconference #10 (you can find a link for this teleconference in the Table of Contents just below the detailed description of Teleseminar #11). In it, I reviewed two or three great books I helped to develop and showed you some very tastefully done back matter. It was a pretty colossal lead generator for clients’ high-priced programs I also show you a New York Times best-seller that I helped to create and how the text tastefully included about… I think it was 42 links to the website so the reader could get more help. It did so in a way that graciously required the reader to opt in and provide their name, email address, and zip code as I alluded to earlier. I recommend that you study that particular teleconference. When you do study it, please make a note to update the information on one thing. You might recall that I suggested using “blow-in” cards to generate leads, also. “Blow-in” cards are the little postcards that you sometimes find in books that are  published by the smartest publishers and authors. They offer you free information.
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