How A Book Can Help You To Generate A Million Dollar Business with Dean Jackson - I Love Marketing Episode #419

The person buying the book is present Dean. The person asking for the book is Dean with a vision for the future saying, that's going to be valuable for future Dean. We always buy books for future Dean so that we give the illusion that we've actually done something in the present.

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The model of using a book as a way to grow your business, as a lead generator, as a before unit strategy, and that's the kind of books that we kind of specialize in, is doing books that are meant to start a conversation with people. We're not looking. I'm not interested in writing a book that's going to be on a bestseller list or on anything. What I'm looking is for a book that is going to sell more stuff for you. The idea is to use a book as a way to identify your ideal prospects. The people who would have the highest chance of collaborating with you to get a result that you can provide in collaboration with them something that they want. There's a New York Times article about the state of readership and they had all the Kindle and Kobo data that showed that of all the books that people buy, and this is going to sound ridiculous, but 58% of the books that are bought like that are never opened. Now it sounds crazy that more than half the people that buy a book never even start reading it until I ask, have you ever bought a book and never opened it? Right. Every single one of us does it because we're not the ones. The person buying the book is present Dean. The person asking for the book is Dean with a vision for the future saying, that's going to be valuable for future Dean. We always buy books for future Dean so that we give the illusion that we've actually done something in the present, but we've just committed future Dean to someday in the future. He'll have a few hours to curl up by the fire with his cocoa and read this book. So when you lean into this now, when you lean into the psychology of what's actually happening, it's valuable that we know that they want the book. That's all I'm trying to do with these things, is to trigger that desire for the book and give them away to let me know that they want the book. We don't have to solve all of their problems. In the book, we can have one specific micro thing that you can offer for somebody to get them to just raise their hand and say, oh, I'd like a copy of that book. When you have a book, what you've got now is a tool that you can use to engage in a conversation with your ideal prospects. And I want you to think about the way that is a really predictable way to grow. This is to do Facebook ads, or to do Google Ads or Instagram ads, or anywhere postcards, anything that you could do to get in front of your audience. In addition to all the free things that you can do. What I want you to think about is instead of thinking about a budget for advertising or spending, where you're feeling like, okay, we need to get an ROI on this immediately, which you will. But not thinking that way, I want you to think about it as using your book as a catalyst to get in conversation with a thousand of your prospects. I don't ever. I don't put any attention on selling things on Amazon or selling things on things because it's far more valuable for me to know who's asking for it. I'd rather give it away to people. Like, I think it's far less expensive to give someone the book than it is to convince someone to give you money to buy your book. Right. Because that's not without some expense. But the opportunity is that you can start the conversation with more people. Most people don't have a Hay House book deal, and we're talking about business books for people who want to use a book to grow their business. And it's, it's kind of, it's. Sometimes it's sad to see people feel like that that's the model that they have to aspire to. Your vision doesn't have to be limited by what your capabilities or your internal team capabilities are. You need to stretch your vision to fit what's available in the world, what the world can do, that you have access to every capability that you can imagine. We've been talking about this, the VCR formula, vision capabilities and reach. And we all have assets in each of those categories. We've all got things that we know that other people don't know. Visions or recipes or formulas. We've all got capabilities that we have internally or on our teams, and we've all got reach to some degree with our own internal clients, our prospect lists, our publications or media that we may own or opportunities to do that. And if we all had sort of almost like trading cards where you could see what the vision, capability and reach assets are of everyone in here. That would really be a fun thing. Let's throw your hat over the fence. Let's get going.

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