This week we've got a deep dive episode looking at the options to Recycle Reuse Record other content in your book.

We'll occasionally speak to people who want to turn a presentation, or series of blog posts into a book. While this can give your campaign a boost, there is a right way and a wrong way to do it. In today's show we look at the pitfalls of Recycling, the opportunities of reuse & the easiest way to record to create the most effective book.

Creating a book is one thing, but how you use it is where the magic starts to happen.

In today's show Susan & I talk about several real world examples of authors using their books to engage potential customers, be seen as authorities and change lives by providing useful, accessible information to an audience excited to hear what you have to say.

We often get the question 'What now?' from people. In this show there are some great examples of how to use your book and if you haven't yet started, some great ideas of the outcome to help you simplify the process and get started faster.

Click below for show notes, links & transcript.

Print advertising is often look at as the poor, unsophisticated cousin of online.

In a world where it can be easy to get swayed by the abundance of vanity metrics, it's easy to forget that effectiveness is the really important metric & in certain markets, print can still get through where 'banner blindness' turns online into an ever increasing numbers game.

Inspired by a 1/2 page print ad I saw over the weekend, today we're looking at a real life example print ad being run in a national newspaper.

There are some great takeaways here you can use to engage cold leads.

Remember, this is a Profit Activator #2 tactic: Identifying invisible leads. You're not trying to convince people to do business with you (yet). This stage is all about compelling them to join a conversation with you.

Click below for show notes, ad example & transcript.

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.

Click below for transcript & show notes.