In reality, more people will be ready to engage with you over the long term than in the short term. Your book is the perfect tool to encourage interested people to raise their hand, but most of your opportunity to work with these people lies in the ‘long tail’. With so many demands on your time, it’s essential to be efficient with your effort, and there are some great ideas here to stay in front of people interested in what you do.
Flagships
When talking about books, it’s often in a Profit Activator #2 type scenario. So we’re looking to create an asset that helps people identify leads and gets people to raise their hands. But the reality is that unless you intersect with someone just when they’re ready to take action, the truth is that it will be a long burn. In this longer cycle, you’ve got an opportunity to educate and motivate people over time.
The Profit Activator #3 thing we discuss in the book blueprint scorecard is following up with people beyond the book. So realistically, in that timeframe, the longer time frame, you’re most likely to engage with people when they’re ready to take the next step and begin that kind of business relationship rather than just a receiving information-gathering relationship.
Broadcasting
So rather than talking about conversions as a funnel and as individual building blocks, we’re trying to engage people in that conversation at every opportunity. So that, as a framework, has a different way of thinking about it. It makes it a lot more personal.
And although we are broadcasting to a large group of people on the list, the position that we’re trying to come from is each email is written as if you’re writing it to an individual. It’s just that you’re writing it to a group of individuals you know are all in a similar position because they all opted into a similar thing and have all expressed a similar interest.
But still, the language in which we’re writing, the language in which we’re communicating, we want to keep it as conversational as possible, as engaging as possible and not just think about this broadcast mentality of someone telling me I should write blog posts or someone told me I should send out a newsletter and just kind of blurbing it out in the way that large corporations, or honestly the majority of other people out there do.
So you can tell there the difference between a general blurb message that goes out because corporate thinks that something needs to go out, this is something, therefore, we need to send this, versus this is something, but this is also quite interesting and here’s a specific reason for me sending you this message because I want to get this next step out. Then it makes it more engaging, interesting, and valuable to you as the person sending out that information for a minimum extra overhead.
I think, on balance, many people find it overhead and challenging to create what we talk about in this flagship broadcast, the traditional way of staying in touch with people, and so many people find it challenging to make the stuff that should go in there. So what content can go out there? It doesn’t get done if it’s too much overhead because it becomes too difficult.
So by taking something already created, they’re adding a small amount of effort to personalize it. It increases that value by many more times than the effort it takes. That kind of disproportionate rate to the amount of effort that goes in. It really kind of leverages and amplifies it away from what everyone else is doing.
in Conclusion,
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