Posted by: Troy White
October 1, 2009
Issue #771

16 Steps to the Most Powerful
Lead Generation Tool Under Your Belt

Fellow Business-Builder,

Yet again, a simple four-hour project has returned major rewards in just a few weeks.

This simple strategy works in every possible industry and country imaginable. 

It will boost your credibility.

You will experience an influx of high-quality prospects, which are typically ready to buy at higher prices.

It adds an immediate cash flow stream.

It builds your database.

And it will most definitely make you one of the most credible in your niche.

What is it?

The simple printed book.

Before you go running off complaining about how you have no time to write a book, hear me out.  The type of book I am talking about will take a small amount of your time, and is easy to put together.

My first experience in this world began six years ago.  I met a gentleman named Steven E. at an event and first heard his idea of co-authoring a book with him.  All I had to do was contribute a single chapter in the book telling my story.

This was the second time he had done this, and this one was going to be their first best-seller. 

It was an honor to have my name listed next to Dr. Wayne Dyer, Mark Victor Hanson, John Assaraf … even Lou Ferrigno of “Incredible Hulk” fame.

The book was compiled and printed in what seemed like record time.  We did the Amazon campaign that got the Wake Up… Live The Life You Love book #1 in a number of categories and my new life as an author began.

My next experience began on a call
with the legendary Ted Nicholas.

I was fortunate to get the chance to work with him on a few projects and learned an incredible amount from a man that has sold billions using direct response marketing.

On one of our conference calls, someone asked Ted a question that caused him to hesitate.  What he said next inspired me to create my own book.  Ted mentioned one thing that he credited with his success, yet said that he didn’t like to talk about it much. 

To me … this was GOLD.

Something so powerful it was responsible for his success, yet he didn’t want to talk about it?  I knew there was something big here.

So I hatched a plan for my own book …
and Entrepreneurial Spirits was born.

Based on the conversation with Ted, I knew this was something other successful people had in common, and I was determined to bring it out into print.

So I developed a series of 5 questions and started asking people I already knew.

Ted Nicholas agreed to be in the book.

Joe Sugarman agreed.

John Assaraf agreed.

Joe Vitale agreed. 

It took on a life of its own and, next thing I knew, 52 successful people from all over the world had agreed to contribute to the book.

Entrepreneurial Spirits was compiled quickly and put in print in the matter of a couple months … and I continue to reap the rewards from that simple idea.

3 months ago … it happened again.

I was asked to be in a book called Money Making Marketing For Canadian$.  There was no hesitation at all … I knew how simple it was and how powerful it worked.

So I invested four, maybe five hours on my chapter and sent it in.

The book came out not more than a month ago.

Surprise surprise … I just landed a very nice five-figure consulting contract with someone who had never heard of me before reading my chapter in the book. 

As he said … “You were in a book, so I just knew you must be the real deal”.

Once again, this tool has paid itself back to me many times over.

And here’s how it can do the same for you …

1. Pick the niche you want to be known in. 
2. Decide if you want to have a book with complimentary authors, or competitors (both methods work … the one I was just in was all competitors in the book).  Let’s say you are a plumber.  You could create a book with all plumbers … or a book with a single plumber, a carpenter, a roofer, a painter, etc.  This method is easier to do (and to convince the other authors to contribute).
3. Pick a sexy title for your book.  Use the formulas given here on The Total Package for headline creation … and find one that could easily be used as a book title. Alternatively, go to Amazon and look at the best-sellers in similar categories.  Use the same formula the best-sellers use in your own title.
4. Put together a pitch letter you can send to the contributing authors you want.  You can have them contribute the chapter for free … or you can charge them a fee to be in the book.
5. Give them guidance on what questions to answer in their chapter, or what format you want to stick with (stories about how they got started, or about the best tips for their area of expertise, or the dumbest things people do when they hire a ______).  Each author gets a set number of words they can contribute, along with a bio listing their contact information.
6. Make it really easy for them to write the chapter (show yours as an example).  Give them guidance and ideas. And give them a solid deadline to have their chapter in by.
7. And get busy going after your dream authors.  Once you have gotten the ok from the number of authors you want (10-20 is perfect, 53 in mine was too much … almost Chicken Soup like).
8. Make sure you keep in touch with them during the writing phase and make sure they are committed to the deadline.
9. Send it to a professional editor and cover designer.
10. Make sure YOUR name is the most prominent one on the cover and spine.
11. I would suggest printing your first book in the standard 6” x 9” format … it is easier for the printer and the cost per book is less.
12. Don’t worry about making it perfect!  You are going to use print-on-demand, so you can always get more printed if you find something that needs fixing. The best part with a print-on-demand company is that they can do small runs of 50, or 500 … and you don’t end up with a garage full of unsold books (which happens 95% of the time with authors).
13. Print extra copies for your contributing authors.  If they are paying you to be a part of the book, give them 20+ copies.  If they aren’t paying you … give them five.
14. Create an affiliate program so that your contributing authors can sell the book through your program, or they can sell them direct, as long as they buy them from you at $X per copy.
15. Write your winning sales letter using the tips on this blog.
16. Get busy promoting the book! Use it as a business card. Mail it out to your clients and prospects.  Use it as a bonus with your product shipments.  Do everything possible to get your book to distributors, catalog houses, on Amazon, and in the hands of other entrepreneurs who want to bonus your book with their product shipments. (Book promotions are a whole other subject, one that I can’t cover here … even needing an entire course around the subject!)

This is a simplified version of the entire process … but it can be done quickly and efficiently using this formula. 

Don’t overcomplicate it …
this formula WORKS.

The books you now have are the PERFECT promotional tool.

They will enhance your image and will attract your perfect clients.  A single chapter made me five figures in a month since its release … imagine what it will do over the next few years. 

And don’t cheap out and go for the e-book version. 

I love e-books … especially selling them.  But there is something different about a physical book that you cannot match with a PDF.

If you start now,
you can have this done
well before Christmas and New Year’s.

I would love to hear your ideas.

Thanks again.

To your success,

Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE

Looking for resources related to this article? Try some of these.

Looking for more of Troy’s articles? Check these out.

Looking for past issues of The Total Package? Click here for our archives.

A Final Note:

If you have specific subjects you would like addressed, or have any comments on what you have seen here, please submit a comment below and I will see how I can help.

"Don’t wait. The time will never be just right.”

–Napoleon Hill

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Attribution Statement: This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

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16 Comments »

1. Comment by Mark Dresner — October 1, 2009 @ 9:27 am

   Wow! What a cool way to get attention and build credibility.

   Sounds like this is might also be a great way to create info products.

   You could also assemble a volume of recordings on the topic.

   Thanks for the great idea … and the entire process you used to make it happen.

2. Comment by Simon Beck — October 1, 2009 @ 10:24 am

   Hey Troy,

   They say when the pupil is ready the teacher will appear. Well you’ve just given me the inspitation & motivation to just do it and write a book on marketing for my niche.

   I’m fine with writing, but do you have any advice on print on demand companies? What do I need to consider before choosing one and are there any pitfalls to look out for?

   Thanks for a great post.

   Simon Beck
   UK

3. Comment by Jeff Veesenmeyer — October 1, 2009 @ 10:56 am

   Troy - Great idea. I did this about 15 years ago for a hunting stories book. Hunters love to tell their stories and everyone wants their 15 minutes of fame. I had no trouble compiling 20 stories from freinds, family and anyone with a hunting story to tell . I printed 500 copies, sold 200 and still have 300 in the basement.

   The key to your plan is getting articles from businesses who have a vested financial interest in the sale of the book. I should have approached sporting good stores, hunting guides and resorts for stories. Now I’ve got so many ideas for niche books it’s scary.

   Thanks - Jeff

4. Comment by Troy White — October 1, 2009 @ 12:05 pm

   Hi Simon, I would recommend first looking locally for a print on demand company… if there is one.

   Where I am, I found a great one that did small runs as needed.

   There is also http://www.lulu.com/ which is an exceptional company that will do one book, or one thousand. Pricing, of course, gets cheaper the more you print.

   Just make sure to look at samples they have done, client feedback, etc.

   Make sure they will do small runs before committing. And for your first go, print fewer to make sure everything works as expected for the selling.

   It is a great way to market within your niche, as well as create a whole new business model of interviewing experts and converting their interviews into chapters of the book.

   Now you have multiple medias you can sell… and the more you add to your product mix, the more bundles you can create, positioning you can do, etc.

   Jeff and Mark: glad to hear this inspired you!

   Careful though. Don’t tackle too many at once. Get one niche/subject/book done first… work out the kinks… THEN work on others.

   The worst thing you want to do is try and take on too many books at once.

   Keep me updated on your new author status!

   Thanks, Troy

5. Comment by Troy White — October 1, 2009 @ 12:09 pm

   There are some great tips here as well:

   http://www.blitzprint.com/html/authorarea - tips on Preparing your Manuscript, Preparing your Images and Graphic Elements

   As well http://www.blitzprint.com/html/publishinganswers - how to get an ISBN number which I neglected to mention.

   Should help a bit.

   Troy

6. Comment by Raja Hireker — October 1, 2009 @ 3:42 pm

   Hey Troy -

   A cool and timely post.

   And, just to add that if anyone has written their own articles, blog posts, newsletter content, reports, pdf’s… you name it, all of that can be put to superb use; by using it as rich & valuable content towards getting a book created.

   And funnily enough, there’s even a high enough perceived value if you turn any of the above written content, into an A5 booklet of say 8-12-16 pages.

   In fact, I did exactly that for a meeting with a proposed client yesterday. I took a 16 page pdf report I’d created several months ago, printed it into an A5 sized mini-booklet and used that as my ‘business card’.

   The guy was like… “WOW!”

   Getting into print is one thing.

   Most all are doing it; and all it takes is to create something and have it up on the web.

   There’s an altogether different experience for the reader, when they have it in their hands in the form of a - in this instance - a mini-book.

   And I’d bet all readers of the Total Package have something of value they’ve already written, that can simply be repackaged into another format.

   The perceived power in this little shift, is HUGE.

   Now Troy, when are WE going to write a book together?

7. Comment by Dean Kennedy — October 1, 2009 @ 3:58 pm

   Thanks Troy, this really is so huge for credibility, and your formula works really well, I’ve seen several series lately putting this in action (especially using point 13 — getting paid to do it!) for great results for participants.

   And I found a brilliant place for printing — an Amazon company — http://www.createspace.com … the pricing is fantastic (and they’ll list automatically on Amazon for you — not that you need to sell it for the best persuasion … even just sending it to prospects is a big ‘wow’ factor), and am soon to get them to print my first book!

   Cheers from Melbourne, downunder,

   Dean

8. Comment by Eric R. Voth — October 1, 2009 @ 7:10 pm

   10-1-09

   Troy:

   Great idea! It embraces what I call “The Thud Factor.”

   I know it’s great because I just did it… with the help of five contributing writers in the Merger & Acquisition (M&A) and business brokerage field.

   Just yesterday, Amazon posted the book on their site, thanks to Atlas Books, my distributor. An E-book version is available on my web site.

   The book is entitled HOW TO SELL YOUR PRIVATELY OWNED COMPANY, A BASIC GUIDE FOR INDEPENDENT BUSINESS OWNERS, BABY BOOMER’S EDITION.

   As you mention, it’s a giant business card! When a prospect asks why they should engage you, drop it on a their desk — with a thud — and say, “This is what I know. That’s why you need to hire me.”

   As a point of information, I decided to use a 8-1/2 x 5-1/2 inch format, as printing was less costly. And, in addition to an outside editor and an outside proofreader (different persons), I utilized other professionals to design the cover and the interior.

   Eric R. Voth
   Business Transaction Consultant
   http://www.transactionconsult.com/

9. Comment by Ronald Nzimora — October 2, 2009 @ 3:58 am

   John, John,

   You are the best.

   Ronald

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11. Comment by Christmas is Here — October 2, 2009 @ 6:56 am

    It is true how much you earn in credibility when you are featured in a book. Thanks a lot for your success story. Indeed it is easy to come up with a short chapter that you contribute to someone elses book - it is a different thing when you plan to write a book all yourself.

    Anyway, your post gave me the idea to start collecting content from one of my sites and checking with active members if they like to contribute in more detail so I get a boatload of quality content in exchange for exposure. Will see how this project takes off.

    Btw, it’s 83 days left until Christmas…

12. Comment by Troy White — October 2, 2009 @ 12:26 pm

    Raja: How wonderful to hear from you, my friend. You make an exceptional point… repurposing information you already have collecting dust on your hard drive is the perfect way to use this technique. Just because you wrote it 2 years ago, doesn’t mean it isn’t as applicable today… and it certainly doesn’t mean your prospects and customers have (a) read it before… or (b) remember reading it 2 years ago. A great way to leverage your time and intellectual property. (email on the way to you Raja).

    Dean: Excellent! Hadn’t heard of or used that one. It looks perfect for printing books, reports and info products like we are talking about. Great find.

    Eric: Congrats on your book - had a look at yoru site and it looks great. Very timely. And much needed. Also and exceptional way for you to find prospects that are selling their businesses… some great buys out there these days.

    Christmas here: great reminder! Everyone needs to get busy creating their promotions for Thanksgiving, Christmas, and New Years. I also am doing a Halloween promo as well, worked well for me in past years.

    Thanks everyone - you rock!

    Troy

13. Comment by Paul Flood — October 2, 2009 @ 2:38 pm

    Hi Troy,

    Your timing of this post is perfect for me as I am just launching a book project and am looking for contributors.

    I appreciate the way you outlined the tips. It’s a big help!! I’d planned on contacting a couple of well-known people for contributions but realize I need more than a couple to insure I have a few. Giving guidelines, ideas and deadlines to them in the pitch letter is something I hadn’t thought about.

    My story is called Roses on the Windshield, Lover’s Sharing Secrets for Everlasting Love http://wwww.RosesOnTheWindshield.com and I’ve had it up for a bit. I need to finalize a couple of details regarding story submissions but you can see what I’m trying to accomplish.

    I’m also doing some advanced PR and contacted the anchor for the local morning Fox TV News show. She likes my story and wants to have me on the show. I’ll be putting out the call for authors on the show. In addition, we’ve done a lot with Twitter and facebook to build up a lot of interest and potential JV partners for distribution.

    Next step? Gotta get the letters out!

    Thanks again for another useful and timely post Troy.
    Paul Flood

14. Comment by Christmas is Here — October 7, 2009 @ 6:02 am

    >>great reminder! Everyone needs to get busy creating their promotions for Thanksgiving, Christmas, and New Years. I also am doing a Halloween promo as well, worked well for me in past years<<

    Troy - did you also try the Thanksgiving Promotion tactic Dan Kennedy sells? Seems to be very effective …

    Btw, only 78 days left. What did you do during the last week to get your site ready for the holidays?

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16. Comment by Alex - hire B2B lead generation companies — April 30, 2010 @ 2:08 pm

    Good info. Thank you for sharing.

    Would be happy to work with you on lead generation for our clients utilizing our Pay Per Deal advertising model. We pay min $1,000 per sale, provide training and tracking technology for our affiliates, so it’s all covered.

    Ping me if interested.
    bizdev, Alex