The One About The 90-Minute Book - I Love Marketing With Joe Polish And Dean Jackson - Episode #135

I'm dean jackson, he's joe polish, and this is the I love marketing podcast.

Hi everyone, I'm Susan Austin. And today I want to welcome to Dean Jackson will be doing, and I will be doing a 90 minute book call. Welcome, Dean.

Welcome, Susan. Thank you for having me. It's all very exciting.

I know. I mean, 90 minutes, Dean, is that really possible?

Well, here's the thing. So I should probably let people in on this because. And it's a very interesting experiment that we're doing here. It's a new concept, a new process. And I've been using this for a long time and I've started calling this process the 90 minute book because I've written now several of these short books that are just a single concept to get a message out there. And I've really kind of gotten it down to a process where the whole thing can happen in, in 90 minutes. And this is the perfect example of that in action. I almost feel like what I said to you suggested, why don't you come on here with me and do a book, a 90 minute book about 90 minute books. I kind of felt like Kramer from Seinfeld doing his book, his coffee table book about coffee tables. It sounds kind of, it's a fun concept, but the general idea is that entrepreneurs, business owners, coaches, anybody who is in business that needs to be introduced to new people or has an idea that they want to spread, they've got the idea kind of rolling around in their head and they could talk about it at length. They can share the idea, they want to spread it, they know their stuff and, and they get blocked in getting it out there because they get intimidated by this thought of writing a book. And that's just one of the reasons why people don't write books, why there aren't more books, and why everybody's walking around with this idea that someday I'd like to write a book. There's a lot of different reasons, but one of the ideas is that it's. It takes too long to write a book. People are intimidated by it. They've got this process in mind that seems daunting. It seems like it is long hours of solitude in an unlit room with a candle and silence and sitting down and staring at that blank page. It's really intimidating. Ultimately, most people don't like to write. You know, I mean, it's like it's the same thing when we go through school even. It's kind of the process that nobody likes to go through. Nobody likes to sit down and have to stare at a blank page and actually, you know, write something. And people often are sort of shy about their writings. They might not perceive that they're good writers or they might be kind of intimidated by making sure they've got the right grammar and the right writing style. And the approach has to be just so. All of those things, when you add them all up, they're a pretty good deterrent to writing a book. And I think for every book that ends up being written, there's probably a lot more that people are walking around with the book in their head and they never get it out into the world.

Right. And I think often we literally don't know what format to do it in. I mean, you just literally sit down with an open word document. I mean, we just get frozen with that.

Well, that's the thing. They haven't been kind of trained in the concept of doing a good outline first and brainstorming and getting the kind of all of the stuff out on paper, all the ideas that they want to do, which is all valuable stuff. And that's part of the 90 minute book process is going through and spending 30 minutes brainstorming and outlining the process of putting a context around the message that you want to share. So you can put the content that you have within those sort of subheads or categories or grouping them together. And that's usually fun for people kind of once they know how to do it. Brainstorming and outlining the process. But the reality is, Dan Sullivan said to me one time in one of our strategic coach workshops that you don't have to write to be an author. And I thought that's pretty profound because an authorship is really about ownership of the idea and it's about the creative process. It's your ide. You're the author of the content, but the writing doesn't have to be you. And when you really think about it, all these celebrity books that you see, people who, celebrities who write their memoirs or write these success or self help books, they're not actually sitting down and writing these books in their writing room with their typewriter. They're speaking the book to a ghostwriter who they work with. That's why a lot of times you'll see the name of the celebrity is the big name, the author. And then it'll say with Susan Austin or with Dean Jackson or whoever's the actual ghostwriter of that book. And the reality is they're the one who's done all the writing. It's just the process of authorship is about Being interviewed and getting your idea out into a format where somebody can get it transcribed and turn it into a book. So I think that's really, you hit it on the head when you said people get caught up in really not knowing what to do. And I call that the logistics of it. They just don't know what, where to start. And if you give them a process, if you just kind of talk somebody through a 30 minute interview to kind of gather the information, what it is that they want to share, it becomes pretty evident how to, if you're a skilled outliner and you've done a lot of content creation and a lot of program creation, and so you know how to think contextually, so you can put things into containers and create kind of a path, a track to run on from the beginning to the end. And I've done a lot of that. So it's very, it's easy for me to sit down and create an outline, a path to take somebody through that process. But then, you know, the other thing that people often why they don't write books is they don't think that they could write a book or they should write a book, or they don't understand why they would want to write a book. It may not be a burning desire that they have to write a big life work or to write what they would perceive to be a big bookstore book, like a 250 or 300 page book. But there's lots of reasons why it would be a good idea for you to write a book that could get an idea out into the world that starts a conversation with somebody that you'd like to work with or you'd like to be in relationship with. So I would think that any coach or any entrepreneur or advisor or consultant or professional, there's lots of reasons why, why somebody would write a book like that, once they understand this process of being able to, that it's not about sitting in a room and writing, but that they could get the whole process done in 90 minutes and get an idea out there that starts a conversation, it becomes a great tool that now they've got a book that they can use to generate leads. That's kind of one of the best things. If you're doing advertising or you're doing speaking, or you're doing anything, and you've got a book that you can offer to people. It's kind of a great way to start a conversation.

This takes all the overwhelmingness of writing a book and just simplifies it, and I'm very excited.

DEAN well, you know, when I say about some of the reasons too, to kind of write a do a 90 minute book as opposed to writing a big master work, is that it's so much faster to really get this out into the world this way, because the essence of your idea, you should be able to communicate that and add a lot of value in a one hour conversation about it. It's enough time to really kind of explore your idea, to get the main points of it out there, to start the conversation, to get buy in on the idea, to persuade somebody, or to at least start them down a path and give them an education on what your concept is and then really going down the road of using that book now to get in front of people who you want to have that conversation with. I'm going to give you some great examples of this as we go. But even using this book as an example of how to start this conversation, and we can kind of talk right now about the people who are reading this book because they had no idea what the content of this book was before they ever got to it. But we are going to start a conversation with people who. The idea of creating a 90 minute book is intriguing. And so we've done and are doing a 90 minute book to illustrate and explain the process of 90 minute books. That is a very useful thing because otherwise, if you've got a service or you've got a product or you've got some way that you can help people get a result, if you don't have an easy way to kind of start the process with them, you're forced to struggle really in trying to find new people. But if you can get involved in a conversation with people and use a 90 minute book as a way to kind of test a concept, you know, if you've got, excuse me, if you've got a process where, let's even use this again as an example, the 90 minute book. If I were to take 90 days and to really like outline this and then write a lot about the concept and about the process and then put it out there and to the sound of crickets, you've spent and invested a lot of time and a lot of effort into something that you may not even know is a viable concept. It may not be something that the audience even wants.

And it's interesting because you make a good point just about, you know, if you take the 90 days or so, you may end up with more information than someone can. The brilliance. I think one of the brilliances is this, is that it can just be. It Almost has to be just so simple. You can't go on and on for two days about why someone should write a book because you're going to overwhelm them and you know what I mean, with data and everything else. Whereas here you're going to get right into the meat of things because you only have an hour.

I think that these 90 minute books are the best thing. The best use for them is as lead generating books as a way to start a conversation. On the I Love Marketing podcast we talk about this concept of the three units of your business. The before unit, the during unit and the after unit. And the before unit being the part of your business that is in charge of finding people who want to do whatever it is you do. So if you're a coach, finding people who want to get the result that you can coach them to get, or if you're a real estate agent, finding people who want to buy and sell, or if you're a financial advisor, finding people who want some help managing their money, you're using it to get in front of the people who ultimately could be your ideal prospects. And you do it in a way that speaks directly to them. See, the thing about a 90 minute book and just investing that initial process into it is that it fits in with this idea of selecting a single target market so you can write a book that is specifically geared to an audience. We have a gentleman in my mastermind group, John Smallwood. He's a financial advisor and he has written now three books. But he's done sort of this 90 minute book concept where he wrote a very specific book called the Cosmetic Surgeon's Guide to Early Retirement, which is very, very specifically geared towards the cosmetic surgeons. But he's also written a broader one called the Physician's Guide to Early Retirement which would fit for all of the physicians and then a general book for everybody in financial advice called Five Ways yous Wealth is Under Attack. Now, all three of these books are just small 90 minute books that are designed to get in conversation. And so when I talk about it in the before unit, if you are going to use a book for lead generation, what I have really discovered is this concept of, of what I call the minimum viable book. The concept is that the only three things that you need to use a book as a lead generator are, number one, you've got to have a book so you can offer a book. Now the thing is that it doesn't matter whether the book is 50 pages or 250 pages because when they ask for it, they, they don't know how big it is because the next thing that you need is a title that gets your audience to say I want that. So whether you are sending this, you are writing a book called the Cosmetic Surgeon's Guide to Early Retirement. If I'm a cosmetic surgeon and I see that I can get a free book called the Cosmetic Surgeon's Guide to Early Retirement, I'm going to say I want that. And that's done its job. Now you've got to have a simple way to get that message out there. That's the third element. You need a book, you need a title that upon hearing it, your audience will say I want that. And you've got to have a way to get that message out in front of them. Now you can do easy things. We've got another gentleman in my mastermind group, Yuri Zoloff. I named him that. Yuri Zoloff. His real name is Yevgeny Zolotarevsky. But Yuri Zoloff sounds like a best selling author to me. Sounds more friendly. He wrote a book called Hypnotize youe Husband. And this was a, this is a 90 minute book. And he, this guy is an action taker. You know, he came to my breakthrough blueprint event in London and we talked about this concept. We came up with the name hypnotize your husband. How to make him want you, only you, and never even look at anybody else. That was the essence of the book. Now if you and we drew out little flyer concept that had a picture of the book, the COVID of the book and then that free book, how to hypnotize, you know, hypnotize your husband. How to make him want you, only you, and never even look at anybody else. And go to hypnotizeyourhusband.com that's all that the message needs to be. Now the person hearing that, they see that and you've gotten that message in front of the right person. They see that it's a free book. They see the title Hypnotize youe Husband. And the easy way to go, get it@notnotizeyourhusband.com now that process is doing its job. And again it doesn't matter at this point whether the book is 50 pages or 250 pages because you're not even mentioning that that's not a selling benefit. It's not a benefit on getting people interested in it. It doesn't matter that it's only 50 pages which is about what you get with a one hour spoken interview. Like we're doing right now that will transcribe out to be about a 50 or 60 page, five by eight paperback book, which is a nice perfect size. It's, you know, about probably 45 minutes to read the book or less than an hour. It's almost like a plane ride kind of book. You know where you can get it on any you take it on the plane, you could read it the whole way through. And it's kind of a one sitting book, which is really, if you look at the statistics about book reading, a lot of people buy books, but I forget what the percentage is that very few people ever get past the first chapter. But they buy the book because they want the benefit that the title of the book promises. People buy the Four Hour Work Week, a Big book or the Four Hour Body by Tim Ferriss. They buy these big books because they want that promise, they want the benefit of that, but they'll never get through the whole book.

And are the books always free?

DEAN it doesn't have to be, but I think in this concept, I think it's the best way to kind of start the conversation because here's what it is that people say, and I'm glad you brought that up because sometimes people think, well, I'd rather write the whole book and get a New York Times best seller. And they think that writing a book is going to put them on easy street, that that's the, you know, they'll be able to retire off their royalties. And you know, I know enough people who have written New York Times bestsellers to know that that's not the truth, that's not the whole story. There's a lot more that goes into getting and getting a book on the New York Times bestseller list than it may seem at first glance that people might think, well, if you just write a great book, that's going to rise to the top. But I'll tell you what, there's a lot more engineering and orchestrating that has to go into getting a New York Times best seller. And it's a very expensive process. There's a recipe for it and it's easy enough to replicate, but it takes money and it takes really serious advice from people who know how to get there. And most people, the reality is it's not about creating a best seller. It would be about getting into relationship with more people in their business. If you look at it, if you take even a coach as an example, or a professional or a consultant or a service provider, if you do the first hour, you do the 90 minute book a 50 or 60 page book and you've got all kinds of other things behind that that you can offer people. Even if you think about giving away that first part, the first 50 pages, and then packaging what you would put in the remaining 200 pages is packaging that up with audios and a workbook and selling for $199 instead of $19. You know, the perceived value of a course is higher than the perceived value of a book. You know, we've got a lot of history and frame of reference that books are. You know, 20 or $25 or $10 for paperbacks, you know.

Yeah, it's kind of. Yeah, you're not going to get hundred and someone to buy $180 book, but they'll sign up for your $180 course. That's exactly after they read your.

They've read the book, they've gotten. You've got the best advice out there, you've got the best things out there for them to go. Now you've got a person who is interested in this. And you know, there's so many different ways. Yuri right now has been putting out flyers, those flyers that we talked about on bus shelters or all over the city in Toronto, and generating leads of people who want to get the book and then inviting them to come to a free workshop where he'll invite them to a live event. That whole process, knowing where you go from there, knowing what to do once you generate that conversation, once you start the conversation, of course you've got to have somewhere to take them. Where are you going to go with that? Where are you going to go now that you've got somebody who wants to start that conversation with you? It's really a great tool just to turn what I call invisible prospects into visible prospects. If you have that book now, you can offer that and people who you'd have no other access to identify themselves and start that conversation. So I'll give you an example. There's lots of different ways that you can use this. But when, you know, the thing about really adopting this process is to adopt it quickly and to just kind of. The investment is so low in terms of being able to get one out there. And the concept of really thinking about this type of book as version one of your book, you know, it doesn't have to be the finished end product. The days of having to typeset things or have commit to long big print runs where you feel like you've got to like really proof the book and have everything that you want to say in there, because you're going to be stuck with it for 5,000 or 10,000 copies of this book now using, you know, digital on demand printing. And. And we've been using CreateSpace at Amazon. We're set up as an Amazon publisher now. And you can create this book very quickly. You can get it up into Amazon's CreateSpace program and you can print them one at a time if you want to. Our typical little 5x8 paperback book that's about 50 or 60 pages costs less than $2.50cent to print. Whether you're printing one or a thousand of them, it's very, very easy. That kind of concept of creating the book initially as version one is a really great concept to kind of understand that it's best to have the book out there. The very first one, this was about a year ago, I was in London and I was just serendipitously there at the same time that Dan Sullivan and Bab Smith were there. We ended up spending the day together in London and Dan was talking about this process of creating these books on createspace. So he's the one that kind of introduced me to the concept. And he said he had done the whole thing and wrote it all in one day and had it up and was ready for our next workshop, which was coming up in two weeks. And so when I looked at that, I said, okay, I'm going to do that myself. It was two weeks until my next workshop. And I said, I'll tell you what, I'm going to create a book and I'm going to have 50 copies of it delivered to Strategic Coach before my workshop, which was in 14 days. And I did the whole process and created the Breakthrough DNA book, recorded it and got it all transcribed and formatted up and printed and delivered to Strategic Coach the day before my workshop. So that whole process, the first one that I did, it took that amount of time. But then I realized this is something that, as I've gone through it now, the guys on my team have already figured out how to do all the rest of it. So now I know that this is a capability that I have now that I can write books, 90 minute books, with only 90 minutes of my time involvement. I spend 30 minutes doing the outline and then one hour recording the concept. I've been doing this enough that I could talk for an hour myself without any kind of interaction, which is exactly how I did the Breakthrough DNA book. But I think for most people, they would feel comfortable having a conversation like we're having, like it feels like you're kind of share, I'm sharing this idea with you and you're there to kind of keep me on track through the process.

Right. And as opposed to someone that's just going to get on a recorder and just, you know, literally almost diarrhea of the mouth when it's not a dialogue, even if I don't say much, just your thought process of having to articulate it so that I understand it in a, you know, conversationally friendly manner is right. Yeah.

And just checking in with you every now and then to see you understand what we're saying. But Dan's idea of this, of it being version one and actually putting on the COVID of the book version one, send your ideas and feedback to deanjackson.com is so much valuable. There's so much value in that to get the concept out there, get the conversation started, see what people say about it, how they interact with it, how they're using it, share their ideas and you can update and integrate that into version two, the book.

I was gonna say for the perfectionists listening, this is an easy way for them to deal with the fact that it may not be the end product that's, you know, three years from now you can refine this book, but it's starting process to get it right.

Yeah. And that's the thing, like I really, I can't give Dan Sullivan enough credit on really like opening up my eyes to this like, of anybody that he's shared this concept with. I think he'll even admit this, that I've really taken it and run with it as much as you can, because I get it on a really deep level now. But he has a new book out called the 80% approach. And this idea that the first 80% is the biggest gain going from having no book to having a book. Even if it's a 90 minute book, you've got the book, you've got the title, and you've got the one hour version of all of the content of it out into the world, that is the most valuable 80% because you've gone from 0 to 80%. Now if you were to spend more time and improve that by 80%, you've only taken it to 96%. Now you've only gained a little bit more because you've got this concept that now you're making smaller and smaller incremental improvements on it. When I had that idea of really thinking, you know what, that's absolutely true because I've seen that in so many other. And that was a concept that I've always had in mind of looking. When I look for breakthroughs in a business, I'm looking for things that they're not already doing. I'm looking for something that you're not doing this and now you do something and any result that you get is an exponential improvement over what your result was. Rather than taking an existing process that's working and spending a lot of time improving it and getting incremental improvement, it's not the same. It's always better to look for the exponential improvement first and get all of those out into the world. So that concept of not thinking of it as the end result, the end product, that ultimately you may continue to polish it, you may add to it, you may go on with it, but you may also realize that 80% is good enough. You may realize that it's enough to start the conversation and that's all that matters. So when you look at it, I can give you countless examples of it. Probably a good idea to do some case studies of how this can work. You use this example. You can add to it if you want to. If you've got a concept that is bigger than one hour, you could do multiple hours and just do a bigger book. Get more of the information out there. I have right now in Success magazine a full page ad running offering a book called Email Mastery and that is a book that is the transcript of four podcast episodes. Joe Polish and I do the I Love Marketing podcast and we spent four episodes talking about email marketing and we had those transcribed and I had those turned into the Email Mastery book which is now available on Amazon. But I put it up there as just at the lowest price that Amazon will allow you. So I think it's $3.99 for the book. And it's not. The whole purpose is to get it into the hands of people to use to start that process. We've generated almost at this point, almost 1000 leads. 1000 people have opted in to get the Email Mastery book. And now it's about taking engaging in a dialogue with those people and introducing them to other things. Where now we'll start the Email Mastery class, where it will be a course that people can go through which will be a much more interactive type of process. But it all started with the conversation of offering this book called Email Mastery. It's kind of a really interesting process when you think about it. You can use it for all kinds of things. You can use it even for any kind of concept. At I Love Marketing. We've done Several of these where we've got either one, one, or a couple of episodes that will compile together as one idea. So I mentioned Joe Polish. Joe is the very best networker and connector in the world. There's nobody that does it at the level that Joe does and the people who he's gathered around in his 25k group, he's got the highest level mastermind in the world for, for direct marketers. I interviewed him one day for an episode of I Love Marketing about his process of how he goes about meeting and networking and building relationships with people and called it the Magic Rapport Formula. Now we created that into a 90 minute book. So we've got now a paperback book called the Magic Rapport Formula. And it was all the context that was spread out of exactly how he goes about it. He did an interview with our friend Fabienne Fredrickson, and she kind of drew out of him his process. And then after the call she went to him and said, here's what I heard you say, here's what I think you do. And she really kind of put some bones around what he actually does. And we called that the Magic Rapport Formula. Then we spent a whole hour talking about it and getting that concept out there. And now we've got a book about that that's as easy as it can be. But even doing things like even if you're marketing products, you can still do things that are, that are using a book to start the conversation. One of the people in my Mastermind group is Luba Winter. She lives in Portland. She's got a company called New Way Beauty and she has created a device that combines ultrasound galvanic waves and red and blue LED light in one handheld device that you can take at home and just for 10 minutes a day, it penetrates your skin and stimulates your elastin and collagen. And so for anti aging or age fighting, it removes wrinkles and makes your skin plumper and cures loose skin and makes you look younger. But one of the things that I was most excited about is that it cures acne. And the blue LED lights kill the bacteria that cause acne. And the red LED lights stimulate your own elastin and collagen. So you're going through a process of curing the acne from the inside out. You're going all the way down to the deepest levels of the skin and kind of curing it there. Rather than just treating topically the symptoms of the acne. The end result, rather than patching the leak so to speak. You go and you fix the roof, you figure out where the water is coming in kind of a thing. But it's kind of a device that requires some kind of education. If some people saw it and you kind of explained it, they wouldn't understand initially what it is. So we created a book called the Adult Acne Cure and advertise this book. Now, instead of advertising the device, we advertise the book. The only people who are going to download the book or request the book are people who have adult acting. That's who would want a copy of that book, which is exactly the person that you want to be in conversation with. In the book, it just educates people on the causes of acne, the different types of acne, and then it talks about the science of the elements that are in the device that Luba has that, that cure the acne. So it talks about the scientific evidence of the LED lights and the ultrasonic waves and the galvanic waves and the outlines a treatment plan that now educates them about the process. And now you can introduce them to the device that has all of those things that they read about in a book, in one easy to use at home device. So you're starting the process with thinking, with the end in mind. If you're starting. If you have a device that cures acne, you want to be in conversation with people who have acne or their loved ones have acne. So having a book that you can offer that is free and talks about the adult Acne cure, that's a very valuable thing. Same thing with the Cosmetic Surgeon's Guide to Early Retirement. You get that out there. It's not talk about, hey, let me show you how I can work with your financial plan. It's about getting your message out there that you are offering this book for cosmetic surgeons on how to the Cosmetic Surgeon's Guide to Early Retirement. Same kind of thing with Yuri's book, the Hypnotize youe Husband. Excuse me. Yuri is a clinical hypnotherapist. And so ultimately there's lots of things that he could help people with. Lots of ways that you can use hypnosis and rather than just kind of, you know, focus on the big things that everybody kind of associates with hypnosis, with losing weight or stopping smoking or reducing. Reducing stress. Those kind of things are kind of the big three in hypnosis. And a lot of people, they might not be responsive to those things, but having kind of a side door where you're coming into something like hypnotize your husband. Just those words. There's something interesting about that because it's almost like hypnotize your husband is seems like the only socially acceptable thing that you could say. It would not be the same reaction if there were a book called hypnotize your wife. It would have a whole different vibe, doesn't it? Or hypnotize your kids or hypnotize your mother in law. You know, those kind of things are. They sound very like people would be up in arms about that. But hypnotize your husband is very sort of, you know, tee hee hee. It's kind of a funny thing that you can, there's a curiosity around it and it would be interesting. But what it does is it starts the conversation about hypnosis and you're kind of, if you can show somebody in real terms, like Yuri's a very skilled hypnotist and he can show people how to use hypnotic principles in conversation and how you can use conversational hypnosis to use suggestion to get your husband to be more romantic or to buy you flowers, or to take out the garbage, or to do whatever it is that you'd want to hypnotize your husband to do. And as you get an interest or a taste of success of that, then now you're open to this concept of hypnosis and that really becomes that the opening, the entree into, wow, I didn't know that hypnosis could do this. And now you've got all of the world of possibilities that hypnosis could be available to open to you all because you started the conversation in a light hearted way with somebody who had some interest in hypnosis, even if it's peripheral, you know. Right.

And I'm curious about Luba's real quick. I wanted to ask, when you're writing it for a product, is she finding, I don't know if it's too soon to ask, but is she finding success with the concept of writing a book to sell an end product?

Yes, absolutely. Because here's the thing. So I talked about the before unit of your business, right? So when I talk about the before unit, in our breakthrough DNA process, we've got eight profit activators that all fit under that before, during and after unit. So in the before unit, the profit activators are select a single target. Market is profit activator 1. Profit activator 2 is compel your prospects to call you to raise their hand. Then profit activator number three is educate and motivate your Prospects and then profit activator number four is to make an offer, preferably a model mafia offer, an offer that they can't refuse, an offer that makes it easy to get started. Let's walk through this. Of all of the things where you've got any number of people that you could help, Luba's device could really help all people with skin everywhere in the world look better and feel younger. And most of the time what people want to do is they want to cast that wide net. They don't want to leave anybody out. But the very best thing you could do is select a single target market for this. So if you say our target market, one of the things that has the most transformational experience for people is curing acne. So let's choose people with adult acne. And adult acne is different as a target market even than teen acne. But if you can get to a parent who has adult acne and then they can see how this works and understand that this will work for their kids too, you've kind of got an entree into different markets there. But you choose a single target market, adult acne, and even choosing a geographic constraint. So Luba lives in Portland, and so we decided let's just start with adult acne in Portland. That's where it all starts. Now you've got this and you've got a title of the book, because all we want to do now is get people who are the ideal target audience are and get them involved in the conversation. Because you can't buy a list of people with adult acne. And you can get people who've bought other things. But somebody who's just had a breakout or somebody's concerned about their adult acne, you need to get them to raise their hand so that you can communicate with them. Offering a book by using pay per click ads, Facebook ads, even flyers, business cards, little lead generators that just have the title free book the Adult Acne Cure and go to theadultacnecure.com to get the book. That is how we've reached the job of profit activator number two. We now have selected a target market. We've got them to come and raise their hand. Now the book itself is going to do the work of educating people about what they need to know to believe that the Rejuvenation G4 is the device that can help them do all of this. So we have to educate them on how acne is created and show drawings that show the layers of the skin and where it all starts in the pores and how it actually manifests. And then talk about the scientific side of how blue LED light kills the bacteria in the deeper layers of the skin that cause the acne. And that the red LED lights stimulate collagen and elastin, which are the things that make your skin look healthy and plump and tight and smooth. Those kind of things are stimulating new growth of those cells kind of below the surface that now come out healthy skin. And in 60 or 90 days maximum, somebody can be completely cured of their acne and have incredible beautiful looking skin. Now that's the education process. You show them how that works and then you have to make an offer. Now. In profit activator 4, right? The purpose of the book is to start that conversation so that you're in that dialogue. And now you can really help people along the process of getting the benefit that they identified that they want by being attracted to a title of the book that you've offered them by offering a book called the Adult Acne Cure. What they really want is they want the cure, they want their adult acne cured. So when you educate them, they're educated about the process, they understand why nothing that they're doing, doing on top of their skin is long term, ultimately curing the problem. And that I've got to go deeper into really create the cure for this. And then knowing that the device works, she has set up now with PayPal, with Bill Me later to have a situation where you can invite people to go through the process to try the device and try with all the skin care products, the whole regimen that you need, and to try it for 60 days, go through the whole process and it will either cure your adult acne or it won't. And if it doesn't, because you've gone through this program with Bill Me later, you won't have paid anything if it doesn't work. If it does, then you can keep the device and you've got up to six months to pay because you've used the build me later function. So that's crafting an offer that's irresistible. In profit activator number four, right, you're either going to cure your acne and in which case it's 100% worth going through that process, or you're going to try it and it is not going to, which is maybe 5% of the people. It might not work, and it won't be because the device didn't work, but because of their compliance of doing the actual treatments with the device. But they can send it Back and not have spent any money to try that. That's a full process of how that works, how you can see that from beginning to end.

Very nice.

It's kind of a neat thing. Right. Rather than trying to do all that educating and motivating in the ad itself, it's a different kind of experience.

Well, and aren't most people just trying to sell. They would just come out and try to sell the device. There wouldn't be any education. You know, I mean, maybe there'd be a little bit, but that work.

Yeah, you're absolutely right. And it's all focused on them and their. Them and their product, you know?

Right.

So you look at it. I mean, so if we look at ultimately this format, what we're doing right here is ultimately the very best example of it too, because anybody reading this book right now, and they've read this far into the book, what attracted them to the book in the first place, is that they've got this idea that they'd like to write a book, but they don't know that they could or how they could do it in 90 minutes. That sounds attractive. If I could, I've got 90 minutes and I'd love to have a book. But now we've explained, we've educated about this whole process about how that works and about all the different ways that you can use it. And if they can come up with a title that their audience would say, I want that. When I was in London, we did a lot of these different book titles. At the Breakthrough Blueprint event, we have a gentleman who does corporate training for businesses on productivity. And so he wrote a book called the fire free workday. Now, when you look at that, when you think about even just hearing that title, that sounds like, wow, if I could just be uninterrupted, I could get a lot of stuff done that's attractive. We had a gentleman wrote the influential introvert how to get your voice heard at home, at work, and with your friends. And that's kind of a. For somebody who's an introvert, they don't sometimes feel like they don't get heard, that they don't have much. It's harder to be influential if you're an introvert, but this is a way to do that. Did a book with a fitness guy in Ireland. He owns a gym in a training studio in Ireland, and he wrote a book called the skinny jeans solution. So you hear these things where somebody hears the title and they want those things. It's almost like that's the real Reason people buy books because we're buying the hope that ownership of that book is going to give us. That's the result that the book promises. That's why we buy that book, that's why we buy that process. This process here, what we're going through. We've created a book called the 90 Minute Book. We've spent an hour almost here now talking about the process and all the uses and educating people about the process of it. I took 30 minutes to outline the process here and We've spent almost 60 minutes now recording this. And now all that's left is getting the processing of this done. So when we're done with this, we'll have this recording will automatically go to Glenn on my team, who will facilitate the whole process of getting this transcribed and then taking that transcript and putting it into the book format and putting titles and subheads and creating a cover for the book that looks great, he'll upload it, get them all printed and delivered to me, and I won't have spent any more time than this 90 minutes that I've illustrated here in this process. And that's kind of an interesting proof element of the 90 minute book concept at work. I wrote the last book that I did like. This is a book called the Self Milking Cow. And in that book I outlined this idea that there are two types of people. There are cows and there are farmers. And cows being the idea people, the entrepreneurs, the creators, the people who want to get their ideas out into the world. I call it kind of like the cash cow world. And the only thing that stands in their way is setting up a process that lets some helpful farmers help them with the processing of that. It is very difficult for cows to milk themselves because you need opposable thumbs. It's painful and frustrating if you're trying to be a self milking cow. But most of them have no problem with getting the ideas out there. They're ready to talk at length and in detail about their concepts and about their format or whatever it is that they have to offer their information. So if you could helpfully get them on a racetrack to keep it all on track, get with an outline that has kind of a beginning and a middle and an end and kind of help break down the process or the context of the information that they have, and then spend 60 minutes with them recording that process and then have everything else done for them. This is like me as a happy cow spreading the word about my farm, my farmers that are ready and able to help me get my ideas My mind milk out into the world so I can just spend this time getting this out there and then move on to the next book. And now setting up a process so that people can get their own 90 minute book. And that's where we've got now set up in place to introduce this service to anybody who wants to write their very first book. It's a fantastic opportunity for them.

And just to clarify, Dean, someone that is interested in this, doing their own 90 minute book, they literally would do this, the outline in the call. But all those other things you mentioned, the transcription, the formatting, the COVID design, your team or people that you work with handle all of the details on that. They don't have to do anything except the call.

Absolutely. And that's where a lot of times that's the farm work, that's the work that requires opposable thumbs. That's the technical things that most people get blocked with because even if they can get past the concept of, well, I could do this, I can see myself doing this book, but then how do I format it? And where did you get them printed and how do I get set up on that? How do you design the COVID Can I do that in publisher? How do I do that? I need a designer or where did you get that transcribed? How could I get that all put together? There are so many how questions that people have. What I've really discovered is that the best question that cows can ask is not how do I do something? The best question is who can do something? It's always better to go from what do I want? That's all they need to focus on is what do I want to say, what do I want to share? What's the name of my book? What's the information that I have to share? And then ask the question, who can do that for me? Who can get that out into the world? Rather than how do I get that out there? It's just so much faster when you have the right who and everybody loves to have something that is just easy. Now I feel after a year of doing these that I just feel empowered. I think we've done 28 books in the last year using this process and having now the capability that anytime I want, I can spend 30 minutes to outline a book, do a 60 minute interview with it and have it be done, have the rest of it completely done. That's an incredible capability.

You know, this is life changing for a lot of business owners that are so stuck. We are so stuck with this, with these ideas in our head that we don't know how to get out into the world. Quite brilliant.

So I'm very excited about it. So we've registered 90minutebook.com as the home for doing this process for people. I have a whole course, as you know, years ago I created a course called how to Write, Publish and sell a money making book. So I've got all the training materials there that will help people understand the concept of how to do an outline and how to pick great titles and what kinds of books are most compelling, all of that stuff. So anybody who goes through that process, that's where it will start. And then have a 30 minute conversation to get the outline together and then do a 60 minute interview and they're done. Their whole book could be completed and delivered to them without them having to use their opposable thumbs at all. No opposable thumbs required for cows. Only.

The cows of the world. Thank you, Dean.

That's exactly it. But I can't wait to see what comes of this and to see all the books that we're able to get out into the world using this process. This has been fantastic. We've spent just over an hour right now going through that whole concept. I think this is a perfect example of how this process works. I'm going to even include in the book. I took a screen cap yesterday of the text exchange that you and I had when literally I had the idea that I wanted to do this book. And I just texted you and we set it up to do the 30 minute conversation yesterday and the time for this one today. And literally that's it. That's my entire involvement in this. And here we have a 90 minute book that is living proof of the 90 minute book process working.

Very exciting. Very exciting, Dean.

So cool. Thank you so much for helping, Susan. I think it's going to be a very exciting process for us to work with all kinds of people getting their books out into the world.

Absolutely. A service that is very needed. So thank you.

Awesome.