This episode we talk about the Call to Action on the back cover of your book.
If the most effective use of your book is to identify invisible leads, then the back cover is key to encouraging your reader to take the next step.
It's easy for this to be an afterthought and try to 'convince' people to call for an appointment, rather than thinking strategically about the next Minimum Viable Commitment step you can ask people to take.
The benefit of this second approach is to sift & sort hotter leads, by having them self-select as more interested, as well as giving still invisible readers, those who get a copy without opting in, an easy way to make themselves visible.
In the show we talk about the 2 examples. First using the explainer model, 'Here's how it works', and second, the Minimum Viable Commitment approach of 'Here's what to do next'.
It's important to understand neither is wrong (or right for everyone). Instead, think about the context of how you plan to use your book. What is the 'job of work' you’re trying to achieve and pick a back cover call to action that best supports that goal.
Transcript: Book More Show 019