Boost Your Sales

Guest: Foreign.

Stuart: Welcome back. This is Susan Austin and with me today is Stuart Bell. Hi, Stuart.

Guest: Susan, how are you doing?

Stuart: Fabulous. So I'm super excited about today because we have a guest on our podcast. We've got Lisa Sasevich. Lisa has been one of the, how do I want to say this? Lisa has been one of the proponents of the 90 minute book and she is the author of the Invisible Clothes and the Live Sassy Formula. Welcome, Lisa. Thank you so much. Yeah, I would consider myself a huge success story client of the 90 minute book process. So thanks for having me today. I'm excited to share about it. Absolutely. Let's do this. Lisa, before we talk to us for a few minutes about your book, who it's for, what problem it helps people solve. Sure, sure. Yes. So my book is called Boost yout Sales. And it's for those of you who love what you do but hate the sales part in it. We teach you how exactly to structure an irresistible offer that does the selling for you, that your clients, you contributed to them greatly. And they thank you for your offer or your invitation. And we show you the exact steps on how to structure what we call a signature talk. You can consider that like a presentation that leads to your irresistible offer. And Susan, why I chose to write the book on this topic is because these are the exact steps, the exact tools that I've used to literally do. We've done over $30 million of sales from my home. So I have a home based business in the last six years. I, you know, started it with when my kids were a newborn and a three year old. And I needed to figure out, you know, how could I make a difference for more people. And now we've got clients in 134 countries. And it's all because I learned how to make irresistible offers and then structured a signature talk or presentation that leads to those offers. So that's what Boost yout Sales does. In fact, you know, why keep it a secret for anybody that wants to check it out? I've arranged for you guys to have our free downloadable version. So I'll just put it out there@boostyoursalesbook.com boostyoursalesbook.com and you can see how you can use Irresistible offers if you're in your own business or maybe you've got a hobby that you'd like to turn into a real business. It's really for anyone who's a service professional, an expert, a coach, a speaker of any kind. So you can tell I'm kind of excited about it very Good. So you have to be one of the more prolific sort of social media users. You get your message out. Speaking, of course, webinars videos. Can you talk to us about what having a book does for your business that those other mediums maybe couldn't do? You know, I don't think it's any secret that there is a prestige in having a book. You know, regardless of all of the different ways that we as experts and heart centered entrepreneurs can use to get our message out, there's something about the perception when somebody holding a book in their hand or even when they're downloading a book, when you say free book or new book, you know, there's just an elevated status. And so having that book, we've been able to use it using. We leverage all of our awesome social media strategies to direct either to our free downloadable book, like many of you are probably downloading right now, or we've also got strategies where we use it, where we can attract people with a free book, but then they can have the option to click to pay and have it shipped. So we also use the book as a way to qualify leads. Right. Somebody who downloads the free book is one level of qualification. We definitely know that they're raising their hand saying, yeah, I want to boost my sales. So that identifies them as a potential ideal client for us. And then you know, that next level when someone says, you know, I'll pay the 495, 295, 695, you know, whatever your price point, but I'll pay that few dollars to also have it shipped. Now all of a sudden we're moving into a next level of qualification. So we also can use the book as a tool on the front end to help us identify people that have the need that we solve. And I think, you know, for those of you that are considering a book or maybe you have one, one of the things that we really like to look at is how, how can you reverse engineer that book so that it leads to that first step that people would take with you. Whether it's an in office appointment, maybe it's getting on the phone for some kind of a consult, strategy session, exploratory call. Or maybe like in the case of our book, it could give a ton of value and then walk somebody all the way through to the opportunity to take advantage of an irresistible offer. So I'll give you a little clue. Not only are we teaching you how to make an irresistible offer in our book, but you'll actually find that there is an Irresistible offer in our book. And again, it's@boostyoursalesbook.com if you want to check that out.

Guest: I think that's interesting. The point, the point that you highlight there about the steps through it gives you an extra tool in the funnel to help people self select as hotter. We often hear people talking about want to include too much detail in the book or really looking to convince people to take the next step rather than as we talk about, just compel them to take a smaller or shorter next step rather than jumping right to too much of a close to begin with. So it sounds like in the robust funnel that you've got set up already, the book plays quite a key part in helping people move from one stage to the next and helping you identify those hotter leads.

Stuart: Absolutely. In fact, I think that it's a mistake to just go straight for the sale without giving someone the chance to opt in to give you their name and email to receive your book. Because that gives us the chance having somebody opt in. And I love that you guys actually create an opt in page, a landing page, a squeeze page, it can be called different things, but I know that in part of your process, you create a page where people can collect those qualified leads. Correct me if I'm wrong, but what I think is so powerful about that is that that is really to me part of the gold of the book. If, you know, if somebody gives you their name and email and downloads your book for free or you ship them a book, it really doesn't matter. Once you've captured that lead, really where the magic is the money is and the ability to really make a difference for people is, is the lifetime value of that person, that lead, that human that raised their hand and said, yes, I'm interested in boosting, I need to boost my sales. I have that problem, you know, fill in the blanks with what you do. Yes, I'd like to learn more about my securing my financial future or yes, I'd like to, you know, transform my relationship or you know, yes, I'd like to assess my insurance needs. You know, trying to think of all the different clients that I, that I know that have also done books with you guys. So I think there's a huge value to using the book like a carrot to really sort out, you know, who has the problem that your book solves. And then, and this is where our business comes in, you know, then you use what we call your sales conversion machine, right. Your different ways that you can start to provide more value for that person and move Them into a potential higher level invested relationship with you. And so I love the relationship that we have and having used your books for myself, because on our campus we're teaching things like how to make an irresistible offer, how to get on the stage and make your presentation and make that offer and have people throwing money at you, or how to make your offers on teleseminars, on webinars, all those things that are the back end after a book. So I was excited to do the book with you and then know that, you know, not just for me, but for really all of your clients. You know, we are such a perfect match to be able to create that sales conversion machine. So, you know, the book, you can think of it in the category of lead attraction. That's how we find the right people. You know, it's kind of the bait on the end of the fishing pole that is exactly the right flavor for the fish you want to catch. Right? Exactly the right taste for your ideal client. And then once you reel them in, right, they say, yes, I want that. You know, you've got to have that structure on the other side to turn them into a client. And, you know, I think a mistake a lot of people are making, and hopefully this could contribute to some of the authors listening or potential authors listening is to go out there and attract a bunch of leads, but not have a system to convert them into clients. That's very expensive and very time consuming. And it's the thing that makes people feel like, you know, they're spending all this money and people love them, but nobody's buying from them. So my advice and really how we're using the book is, you know, get that sales conversion machine built and our book will help you with that. Get your offer down, have your presentation that leads to it, and then you use that book like crazy to, you know, feed the machine with the awesome people that you want to help. Hopefully that makes sense.

Guest: Absolutely. And so glad that you're talking in terms of how it fits in the overall marketing strategy. I think the, the people that we speak to who have sometimes the biggest problem in contextualizing where the book sits in an oval funnel are focusing too much on the book itself, rather than realizing that the book is almost just a Trojan horse to deliver the message of the next step, the message in the funnel. And I mean you hit the nail on head in terms of this is a fantastic way of getting people to raise their hand in a very non committal way. But then it's a stepping stone in the funnel towards providing Value to them, educating and motivating them towards an execution, leading them towards a better sales message and the types of information that you guys teach across there of being able to close those leads in a particular way. So it's, I think a good lesson for or a good example for anyone listening, thinking of the book not as a be all and end all in its own right. We're not talking about making people award winning authors here, but it's a very powerful tool to allow people to raise their hand and then also get all of the benefits of being a published author as a kind of a side benefit, a credibility benefit to the main step in the funnel. Allow people to raise their hand in a non committal way.

Stuart: Yeah, agreed. Lisa, let me ask you this because this comes up a lot for our authors. These are fairly thin books as far as books go. Have you, you know, I think they're, you know, generally around 50 pages. Some authors struggle with the books not being 180 pages, 225 pages because they feel like those books kind of pack a bigger punch. Well, how would, what would you say to those authors? You know, if your book is the end all be all of your sales funnel, like you want to make your million dollars selling $20 books, then by all means write your Pulitzer Prize winner or I probably have the wrong prize there, but whatever that one is for writing, it shows you how concerned I'm not with that. But I think the proposition here for the investment of time and money is less than a couple thousand dollars. Can you attract 1, 2, 3 new clients? Because if you can, then you can use that cycle again. I'm looking at the system. Everything we teach is about systems and structures for sales conversion. And this is the lead attraction piece. So as far as the size of the book, I believe ours is 60 pages. You guys can again check it out@boostyourcellsbook.com and by the way, you'll be offered the chance to also register after you get that for a 90 minute training webinar. So you'll see that we attach it to a 90 minute training webinar that takes the book even deeper. So I'm not trying to get everything into 60 pages. There's a ton of value in there and it's enough for somebody to say, oh yeah, let me click. And also I love what I learned in this book. I can use it right away. And here let me also click and go into Lisa's 90 minute training webinar. Now we've got someone that's learning from me. You know, we're in a mentor student relationship, which is really where I want to go with the people who need our services. So, you know, I will tell you, I. We do a lot online and I do a lot from live stages, but when I'd sit next to someone on an airplane or I get in a class of 50 people somewhere where I was a participant, I didn't really have a way. I mean, I don't meet people at Starbucks to pick my brain. We do, you know, thousands of clients all over the world. So I didn't have a way to do that, you know, unless I said go to this website and opt in for some free gift or report. Having the book in my hand, for example, I was able to pass it out in a class that Dean Jackson and I are in. Passed out the book to the 50 people in the class because it was only 60 pages and most people read it on their flight home. You know, they read it that night before the second day of the class. The magic of that is people that I'd known in this class for five years that knew they, I teach sales, something about irresistible offers, they read the book and suddenly, you know, Dean Graziosi, another person in our class came up and said, I have a speaking gig. I want you to come speak to my women, female investors. Another one, you know, gentleman who has a huge podcast all with entrepreneurs, my perfect market, said, you know, I read your book last night. Can I interview you for my, for my podcast? And we'd like to, you know, yesterday he said the interview was so great, he's putting the article in the Huffington Post, you know, transcribing it. All that came from being able to hand them a 50 or 60 page book. If I handed them, I have other books that we have four bestsellers. If I handed them one of my 300 page novels, he wouldn't have come back the next morning. And, you know, two speaking opportunities, two other people that again, had been in class with me five years came back and said, I read your book. I bought your Speak to Sell program last night. The book gives you $1,000 off of our top selling program at the end. That's the irresistible offer. Two people had bought it. So, you know, just from handing out the book to that 50 person class, I had two. A live speaking gig, a virtual speaking gig, and right on the spot, two clients, two people I'd been in class with for five years said, oh, I never totally realized what you did. I. You'll see my. And I looked and sure enough, they had both registered themselves for our five week virtual online program. That takes the book further. So think of it like the appetizer and if you just go deep on one thing that you know and really give it away, and then you sort of outline all the other pieces that of course you weren't able to cover, but they would, you know, come in and invest in your service for then, you know, you, you give people. It's like if the appetizer is so good, they're going to want the whole meal. And that's how I would think of the book. Like, what is one piece that you could just go. We call it in our speak to sell course, deep dish. What's one piece that you could go deep dish on, give it away and then say, hey, these are all the other pieces that we didn't cover here. Would you like to come work with me? And you know, for those of you listening that like this idea, definitely check out my book. It's, it's about exactly how to do that. So I'm excited because we have thousands and thousands of graduates of our speak to sell boot camp all over the world. And every single one of them can now take that presentation, we call it their signature talk, and plop it right into one of these books. It's perfect. In fact, I just made the offer for this book to about 100 of my highest level clients. And we have a year long mastermind program. And, and Susan, I'm sure you've already seen this. I only had 26 spots to offer. I'm like, I want everything you have. Susan, she's like, all right, right now, you know, you can sell 26. I just told them about it, told them about the success with my book. It was gone in five minutes. You know, these are successful entrepreneurs and they get it, you know, so I do, you know, I felt like it was a disservice not to tell them about it. Just kind of pass, you know, sort of an FYI, like a little commercial about it. I think it took five minutes and I mean they just, you know, ran to my customer service table and they like we were having to take numbers. They get it, you know, so anyway,

Guest: yeah, that appetizer analogy is absolutely the perfect positioning to help someone understand how this sits in a funnel. I think there is this where there's all the benefits of being an author with a book book. There's all of the overhead and the assumptions that people have going into it. They think this is a one shot deal because they've got a publishing mindset. And it's difficult to put all of the effort into one thing if this is your only opportunity. But the nature of the books in this sense is exactly as you said. It's an appetizer.

Stuart: It's.

Guest: The deep dish example is perfect. Have this deep for this audience and then create another one for the second audience and a third for the third. This isn't like we're talking about a year to create something and hundreds of hours of ghost lighting. This is the kind of appetizer example. It's a relatively low cost entree that can be quickly turned around, give someone a real taste for it. And to kind of close the analogy loop, if you give the best possible appetizer, but it's still within the constraints of an appetizer plate. It's not as if you're offering them a huge dish that's only got a little bit of food in the centre. You're offering 100% of that appetizer. They'll be very satisfied with that and then look for more. It's not as if you're intentionally keeping stuff back, it's that you've delivered 100% of what's deliverable within this package. And then, hey, look, there's a whole load of other things that you can pick from here as well.

Stuart: Exactly. And you know, that was sort of the results I got from the physical copy. You know, all that came from just handing it out to literally just 50 people. But the digital copy has actually been where the biggest breakthroughs have come from. We used the digital. You know, when I did the book, I just, I saw the invitation to do that book and I thought, oh, no brainer, you know, I'm going to go through the process because if it works for me, I've got 5,000 graduates of my Speak to Sell program that are already trained. They've got the content, you know, they've got the presentation. That's what you do on your interview. So I bought it the package and did the book. It took exactly what you said, just, you know, a quick setup call and a quick interview, which we, you know, we've been able to also use the interview over and over. Well, I wasn't even thinking when I bought it about the digital use. I was thinking about the physical use. Once we got the digital back, we were going into an online launch. So every year we launch our Speak to sell virtual bootcamp. And I thought, you know what, why don't I use the free download of this thing as sort of a warm up to Making the offer in our industry we call it sort of a pre launch call content, something you give away free. Again, to have people identify themselves that would be good prospective clients. So we put the book out there, did a bunch of social media. We happen to use affiliates, others who are promoting us and believe in our work. We have a lot of people who, you know, believe in our work. Big names, Brian Tracy, John Asseraf, Robert Allen, like, and then tons of really specialized entrepreneurs who are leaders in their, in their industry. And so we had affiliates promoting. Well, to my surprise, you know, probably the biggest, I would say opt in bucket. We call it like the number of people that raise their hand and put their name and email in for something free. We've offered at one time was about 15,000 people. We had over 40,000 people opt in for the free book. 40,000 people. We actually set it up, we set it up on Kindle as a free download like halfway through because we realized, oh my God, we can hit bestseller. We set it up on Kindle halfway through and hit bestseller in four categories. So now it's an Amazon bestseller in four categories. And it ended up being our biggest online launch ever. So I didn't even write it for that. I wasn't planning for that. But that is the power, you know, for us of combining that, you know, getting that sales conversion presentation down. We call it your signature talk again. We teach it in our Speak to Sell Bootcamp. I'm seating here, I want to make sure you guys know about the course. But combining that and then putting it into a structure like this book. 40,000. So it worked so well. I thought, is this a fluke? So we did another book, right? We did the same thing, that 50 to 60 page book, the next one was called Position Yourself for Online Sales Success. It led into a course we have called Six Figure Teleseminar and Webinar Sales System. We just finished launching that about two weeks ago. 33,000 opt ins, number one Amazon bestseller. And you know, like let's say we get 1,000 new clients out of those 33,000 people that downloaded the book. Well, guess what, there's still 32,000 new people on my email subscriber list that I now get to enjoy the lifetime value of that relationship. You know, some of them are going to buy from you right away, but the rest of them, and this is why you want that back end sales conversion machine, the rest of them will buy from you over time. So it's really a magical tool, the digital. You know, I want to stress the power of the digital and the physical.

Guest: I mean those numbers are quite astounding. The likelihood of being able to engage that many people without having something as valuable, as useful to offer them. It's. I mean it really does speak again to the value of a clear, concise message offered in a non threatening way. And really separating out the steps of the funnel from the allowing people to raise their hand and identify themselves interested is one step. And then after that it's sifting and sorting and educating and motivating too many people, I think, try and combine those steps together and exactly the list is now substantially larger because that particular stage of the funnel, its sole job was to identify people who are broadly interested. And it's done a fantastic way of doing that to the tune of an extra 75,000 people.

Stuart: Well, the other way that we use it is for what we call an evergreen funnel. So you know, we are running ads on Facebook every day that are inviting people to download one of my newest free, you know, now it's best selling books, right? And so we run ads every day and people download the book and then, you know, when they download the book on the thank you page that pops up, it says, hey, your book's in your inbox. How would you like a 90 minute free training webinar on the same topic? And so they register for the webinar and the webinar gives, you know, literally 90 minutes of pure teaching and makes the invitation with a really irresistible offer and some really special bonuses to join us, for example in our speak to sell boot camp. And you know, we are all day long. I mean I just dropped my kids at camp and you know, I see orders coming in on my cell phone that say speak to sell bootcamp E. That's how I know it was an evergreen order. Somebody in, you know, Thailand downloaded my book while I was sleeping, listened to the webinar and bought our virtual boot camp. So we also are using it as the front end for that. So obviously it's, you know, it kind of makes the investment a no brainer. And frankly, if you look at the cost to not have this tool, you know, how many people have you sat in next to a networking group or a class for five years like me? And they just know you do real estate. They had no idea you were like the VA specialist or that you are, you know, the top producing this. And like, you know, it reminds me of like if I asked most of you if your mother in law really understands what you do, you know, I know the answer. She doesn't, you know, but if you have this little book and you give it to your mother in law, she will understand what you do and she will be able to brag to her friends about more than the golf trophy that you just won. So it really can open things up for whether you have a physical practice or a service based business. Wow, this is quite outstanding, Lisa. What struck me is that you used the book. I just want to highlight this because I think this is so key that you used the book to point to a webinar that I assume, Lisa, you recorded once. Exactly. Yes, yes. I mean, and that is power. I'm so glad you pointed that out. Well, go ahead. But I want to highlight something there. No, no, the leverage piece here cannot be understated because the, the book you recorded once and now you can use it thousands and thousands and thousands of times as you're illustrating and then it points to a webinar that you record once. I mean, the leverage piece here on your time. Right. And to literally walk these people from the next step to the next step, it's just quite brilliant. Well, and, and that's the beauty and why I'm so passionate about what you're doing because of the marriage, you know, between the lead, the lead attraction piece of having the book and then what we do. I mean, I'm the queen of sales conversion. I care about that. When you get those leads that you're going to convert the maximum percent into clients. And you know why I love sharing this with my clients is because, you know, they've done the work to put their signature talk together. And that signature talk, yes, it can be given on a live stage, but guess what, you can pick up the phone and record it on a teleseminar or do it as a webinar. And when you then also, you know, use the basis of it for your interview, when you do your 90 minute book, now they're reading it, they like it, they do the webinar. It's taking it a little bit deeper. It's just, it's a beautiful thing. And yes, you know, you do the 90 minute book process once and it really is a 90 minute process. Hard to believe. And then you do the, your, you know, get your signature talk done and you get that down once and you'll be able to also use that for a million things. So it's exciting to have something where for me what you are offering is, was such a natural extension to what our clients already have in their hand. It's like, oh, duh, Put it in a book too. You know, you've already done the work. Put it in a book too. So I look forward to sending more people to get their 90 minute book done. I look forward to having more 90 minute book authors come and get their speak to sell signature talk done and you know, really to facilitate that process. Again, check out my book. Look at the structure, you know, learn the teachings, look at the way we do our offer. BoostYourSalesBook.com I'm happy for you guys. To use as an example, I will say now that we're a Big Kid Inc. 500 company still working from home, we enhanced our cover a bit. We did a few extra things that were a little bit beyond the 90 minute book process, but not much. It's just we have very specific graphic requirements and picture requirements with our brand. So you'll see maybe a little bit of an enhancement there. But it wasn't like it was needed. It was just we're brand picky, that's all. Yeah. Hey, Stuart, I think we should require all our 90 minute book authors to go through Lisa's program before they sign up. What do you think?

Guest: I think I'm looking forward to. Yeah, I'm looking forward to see the next 25 or so of Lisa's guys coming through the program because it should be quite seamless for everyone involved and to get the feedback from everyone after it. We're going to have hundreds and thousands of new prospects all across the world now tying in the two programs together.

Stuart: And the neat thing, now that I have the book, you know, you can refer them by just saying, here, this will help you get your book done. Go to boostyourcellsbook.com. if I didn't have that, you know, you and I'd be trying to figure out how to let your people know about our Speak to Sell program. Well, we have. It's the book, right? So I mean, here it is, right in action. Somebody says we should let all our clients know about you. I'm like, great, here's my book. I can ship you 50 or you can just send your cut. Send out this link to your customers, you know, boostersalesbook.com and now I have a way to share my service. And that's exactly, exactly, you know, the perfect, like summary of everything we're talking about in action. Right on the court. Yeah, very good.

Guest: Fabulous.

Stuart: Well, Lisa, thank you so much for coming on board today. You are a superstar and I love what you're doing with the book because you're, you're a Perfect example of some of the what the possibility and the opportunity that these books provide versus people that come in with kind of a narrow focus. They want to write the book, give them some prestige. They don't really even see the bigger picture. Lisa. And you're painting that brilliantly for them. So thank you. Great. Well, I would say to those of you just getting started where some of the things I talk about seem so distant in what you're building, you know, just get one done. Do a book where you just give away something that's your specialty like that. People come to you for that. You know, there might be a million financial planners, but nobody's planning for the teenage people with teenagers like you do. Like find your little niche. Write your book on that deep, narrow topic with an invitation for a consult or an in office appointment or an on the phone strategy session or maybe to take a survey, some call to action at the end. You can start that simply. You don't need to have an online presence, but just get one done. Listen, for the investment, you can do another one in a few months. It doesn't take much time. Clearly if it gets you a client or two, it's a no brainer. I just think so many people are sort of suffering the cost of not doing this because they're overthinking it. And I would say go through it just for the experience. Get a book done. Your big book that you're going to write one day, it will always be there, but it will be so much more real if you go ahead, just, just say yes. Don't overthink it. Don't worry if you know what you're going to do it on yet. There's something about, we teach this in our, in our own sales process. There's something about just committing if this sounds like a good idea, if it's making sense, even if you don't have it figured out in your head. There's something about just saying, you know what? Yes. I don't even know what I'm going to use it for, but yes, it makes sense to me. And just register. Get your. Get yourself set up. I don't even know how you do it, but you know, get yourself set up to do a book. That's what I did. I honestly did not know how I was going to use this thing. I just knew this makes sense. I'll figure out a use for it. Let me just go ahead and commit. And of course, once I committed then my brain was like, you know, my brain started to listen and ask questions. And before I knew it, I knew exactly what I was going to do with it. And honestly, the uses are still unfolding. And I think until you do it and you sign up, you get yourself committed, then the ideas for what to do with it will become very real. So that, that's my advice, if you know, you're listening. And I painted a huge possibility, but it seems far away. Just get started. Take the first step forward. That's my advice. Very good. And go check out Lisa's book@boostyourfailsbook.com Thank you, Lisa. Fabulous. I can't wait. Maybe in another six months we'll do a follow up talk podcast. Whatever ideas you've come up with, you know, let's definitely do that for sure. Meanwhile, I know you've got a ton of my clients who are waiting in line now to get their book done. And they're all saying how happy they are, how responsive you are, how quick they're getting scheduled, how helpful their first call is with you. So, you know, just keep taking great care of them and, and I'm thrilled. So thank.

Guest: You, sam.