Book Blueprint Scorecard

"Foreign."

Stuart: Welcome to another episode of the book More Show. It's Stuart here with Betsy. Betsy Vaughan. How's it going?

Guest: Fantastic. Happy December.

Stuart: I know. Can you believe it? I was talking to. It's crazy. I was talking to Lucy earlier on today and she's across here just after Christmas. So we were saying that's a great countdown. But an equally good countdown is the fact fact that the shortest day is just three weeks out from now. So I think in my mind I've already decided that it instantly becomes summer the day after the shortest day. So I'm preparing myself for that not quite being the case, but even so, at least it's heading back in the right direction. True, it has. Time flies when you're having fun. That must be what it is and Right.

Guest: Exactly.

Stuart: It's been a busy week or two. So we took a week off from the podcast over Thanksgiving. I was traveling for a bit and the schedules just weren't quite aligning. So took a week off then. But it was pretty exciting time. We had a lot of people starting books. I think the majority of people listening to this are probably on the email list and we've mailed the email list a couple of times reminding people to get started on their books to get it completed this year that that windows well very tight now. Probably not anyone that's starting now is looking at the first couple of weeks in the new year. But for the guys that started in November, we've had some people moving really fast. A couple of interesting things we had on the show a while ago, Mike Mack, we've talked about him a couple of times because it's a great example of a book. He had his launch on Amazon CA over Thanksgiving weekend and he hit number one in I think they said six categories was his book became bestseller in six categories and then it peaked in terms of Amazon CA overall it peaked at number 36. That was. That's a little crazy. So Mike's update had a lot of. We've talked about it before. So listen back to the Mike Mac episode. I'll stick a link in the show notes. But he obviously took a lot of time to add some content into the version two of his book. Based on the feedback that they got from version one and then that relaunch of the of the new book. They went to quite a lot of effort to to really have a launch event around it. They had a great opportunity to do a charity event as well. So really was a pretty fantastic launch of the of the second version. But nice email from their Guys today giving us an update of how successful that was.

Guest: That's, you know, that's a great book if people want. People listen to the podcast with Mike in it and I've said it before on the show that I am kind of a groupie of his. But when you get the opportunity to work with someone that is the caliber and character of someone like a Mike Mac who just offers so much. And I feel like that I learned a lot from him like his, you know, he's all about remarkable service at the title of the book. And that's what he presents, that's what his team presents. And it's a great reminder for anyone in business, either for yourself or working for someone else, that that's how we should be, you know, and you see the successes that he's had with his, you know, different clients, recommending them, the growth that they have seen. And it really is a nice reminder for those of us who work with people on a day to day basis, you know, of the service that we should be, you know, always offering to every client. But he's such a great guy to work with. His whole team over there is just, they're just a bunch of positive individuals that are very pleasant to be around.

Stuart: Yeah.

Guest: So I'm excited. Any business owner should definitely be reading, go to Amazon, read his book. Remarkable service. It's well worth it.

Stuart: Yeah. I'll definitely put a link in the show notes as well. So make it easy for people to grab a copy. It's so easy to get stuck in the weeds of the day to day operations. It's definitely good to be reminded of kind of why you're in business in the first place and the small things that can make a big difference. Yeah, it is a great read. One of the other things that we had which was pretty interesting, I think this is the first time we've done this. One of the new authors came on board in the middle of November. They had a big press related event or photo opportunity where they wanted a cover of a book to kind of pre sell or set the scene for the book when they complete it over the next few weeks or so. So we were able to pretty quickly get a dummy version or a mocked up version if they walk up to them so they could kind of stand on stage with that photo opportunity. So that was really great to be able to do that. And that event went down really well. Give them an opportunity to pre sell, precede their market with the fact that that book's coming along and then collect some leads beforehand. Which as I'm talking about this, I've just remembered something else I need to do. So give myself a quick note there. But, but that was an interesting one. And again it just goes to show the, the opportunity that people have got as they're thinking about not just writing the book for the sake of writing the book or getting stuck on the execution of it, but really thinking about how it can be used in various different scenarios. So this opportunity came up pretty last minute. They almost literally just come on board. So to be able to move pretty fast and get something useful and for those guys to be thinking about it in terms of actual usage rather than just the execution and completion, real great opportunity there.

Guest: That's so true. And I will say, people ask me, I say to people a lot like, you finished your design work and sometimes it's okay to go ahead and start putting it out there, go ahead and promote yourself on social media. And our team does a great job of doing some images, you know, that will allow for that as well. And I'm always happy to send those things to people to get that ball rolling. Ball rolling. You know, you get it out there and look at how you're going to start using it and get people pumped up about it. And I think that like you're talking about Jeff Peoples here in this example and you know he's got the COVID he's got it up, he's got the whole whole thing. So it's really exciting to see what, what comes of that, you know, what kind of response he get before his book is close to being finished.

Stuart: So it's interesting to see people the, as they're actually using it and the surprising examples that come back or the surprising feedback that people going into the project don't necessarily expect. We've talked about Kevin Craig in the past. There's a, there's a show up with Kevin, take a look at the interview shows on the website and one of the early ones is Kevin whole business consulting business came there from what really started off as a book where he was just getting and a little bit fed up to a certain degree of saying the same things to people as they were asking to so to baseline his knowledge. If people ask for advice he could give them, give them the book. I was talking with Paul Morrissey who's across here in the uk It's a osteopath and shockwave consultant. The first book that he's written is for patients the Shockwave Solution and is now written a book targeting practitioners but the whole practitioner side of his business, people asking for training and consulting. The fact that the industry body and the leading manufacturer is picking up a lot of his stuff and sharing it through their channels, it really has opened up a, or developed further him as a leading, a leading light, a leading influencer within the shockwave community in the UK here. It's great to hear people kind of going into it with one idea or going into it with the thought of this is something I should really do and then ending up with channels or routes to market or audiences that, that are very much invisible before that and opening up to opportunities that are exciting and new and letting people really share their expertise.

Guest: Exactly. Yeah. It is great. It's great to see that and great to see what opportunities come from this.

Stuart: So today we wanted to run through and pick up where we left off last time. So in last show we were talking about the concept of scorecards and how it's a great lead converting tool. A little bit further into the funnel maybe. Although as with everything, there's always more than one use. So you can use it for lead generation. But very good on lead converting to demonstrate to people who have already got something of an understanding of the framework or the business or the mindsets or the thing that you're trying to share, already have a introductory understanding of that. A scorecard is a great way of people then baselining themselves or scoring themselves against that system whereby the outcome is that they've self identified themselves as being the perfect candidate or needing further assistance or identifying to themselves that the product and service that you offer is a perfect match for what, what they're looking to resolve in the first place. So we were talking quite a lot about the profit activator score scorecard and again, recommendation for anyone listening in that hasn't done it already, jump across to profitactivatorscore.com and fill out your own scorecard because that's is going through the eight profit activators, the Breakthrough DNA framework and we refer back to that within the bulk context quite a lot because the early stages of that, how to identify invisible leads is very much what. What we focus on a lot of time. So that's a great example. Hopefully everyone's got a chance to dive over there and grab that. This episode and probably for the next couple of weeks I wanted to run through the new book Blueprint Scorecard. So this is specifically looking at you as a business owner, as a community leader, as someone that's got a very important message to share, how you can write a book that best supports those Goals. So the book blueprint scorecard tripping over the words. The book scorecard isn't to help you write some fiction. We're just coming out of November now, so nanowrimo's just finished, which is the big fiction push at this time of year, every year, helping people write fiction. This is very much around not specifically lead generation, but books with a particular call to action, an end goal in mind. But this is a great framework across eight mindsets that will really help you dial in each of those stages to create a book that really gives you the most bang, the most results for the efforts that you put into it.

Guest: So let's talk about it.

Stuart: Yeah, I'm looking forward to this. So you and I have gone through it a couple of times, obviously offline. We're just in the process now of pushing the website live. And anyone again listening in another example of a scorecard, and specifically you should do it because you're listening to a book podcast, is head over to bookblueprintscore.com and then you can follow through for yourself and enter in your score and get the results there based on the mindsets that we'll go through. So you and I have gone through it, we'll talk about it and put some, a link to the, to the scorecard in the show notes. So anyone wanting to grab a copy of that, just head across to 90minutebooks.com follow the link for the podcast. And this is going to be episode 46. So 90minutebooks.com podcast 046 and there'll be a copy of the complete scorecard there. Or head across to bookblueprintscore.com and then you can follow through on the, the online version. But as we talk through it, I think we'll address one mindset at a time. We'll see how long that takes us to go through. Obviously a couple of opportunities to kind of go into some details, but across the board, looking at it from the first time being in the business and knowing the kind of general direction that we're heading, the things that we talk to people, the eight mindsets, did you get the feeling that those eight mindsets kind of covered the journey, covered each of the elements that we're, we're talking about. Did anything?

Guest: Oh, yeah, not absolutely. No, no. I think, I think there's a nice flow there. I think you definitely, you can, you can see it and feel it as you're, you know, you're looking at the mindset. It all kind of flows very well, makes sense and speaks to you at each different level, you know.

Stuart: So I think for today we're going to look at the first mindset today, which is choosing a single target, a specific target audience. So this is a variation on the single target market theme. I'm not going to go too much into detail on this particular one because we've talked about this a lot and it comes up a lot in the conversations. So there are some earlier podcasts that really looking at choosing that single target market. Anyone that's not clear on what we mean by that can dive into those earlier episodes a little bit more. So we'll, we'll run through it. What I wanted to do also today as we're positioning it is just help people think about the ACE scorecard as a tool for their own business. And then we can specifically get into the eight mindsets, the book blueprint mindsets, and then talk to people as they're thinking about writing their own book. So five minutes on the first one and then we'll, we'll finish off the last 10 minutes or so on the, on the mindset number one. Okay, so last time we were talking about the scorecard being a great conversion tool and how it works best if you have almost like a linear flow kind of a direction that you're taking people on from start to finish. So rather than eight individual mindsets that are just loosely related to the topic, it helps if possible. And obviously this isn't possible for every business, but it helps if they kind of make build on themselves and develop. So the profit activator score that develops through the eight mindsets from the before unit, through the drawing unit to the after unit. So there's kind of a logical progression there, which helps as you're reading it because you start at the beginning and move through the book Blueprint scorecard starts at selecting a single target market the who you're talking to, and then finishes off with the beyond your book Elements of. Okay, now it's complete, but what are you thinking about next? So again, there's a logical progression. So anyone that's thinking about creating one for their own business where possible, hold that in mind and thinking about it. So in November, coincidentally enough, we had a couple of dental businesses come on board. And in fact, you were just saying as we jumped on the call, you were speaking to someone else in the dental business before we were talking.

Guest: Right.

Stuart: So we must have crossed that group somehow. I tell you what, just on a quick tangent, it always surprises me how weird coincidences are. So just to give people an example, we Were talking the day before yesterday about one of the competitor businesses. Competitor in the sense that they're also a book publishing company but are positioned at a very different level. These guys were on or focused at a very different group. I guess. These guys were on Shark Tank a number of years ago as you and I were talking about it. You hadn't seen that show before. And then literally, what was it? Maybe five hours later, you sent me a text saying, I just flicked channels and there's a rerun of the Shark Tank episode of the exact one we were talking about. So with the dentists coming on board, I mean, we've had. I mean, the one that's coming on today, that maybe be the fourth or fifth book this month from dentists.

Guest: Yeah, yeah.

Stuart: Always strikes me as funny how you get kind of pockets of activity coming through at any one time.

Guest: Right, right.

Stuart: Anyway, bit of a tangent there. So we were talking about the progression of the mindset. So dentists as an example, rather than having eight completely separate mindsets, talking about the whole mix of possible dentist, again under the theme of kind of bringing it together under the target audience, what is the logical progression? So does someone come in for regular checkups? Is that the way that most people come through? So having some people having a scorecard around, frequency of checkups, frequency of cleaning, minor dental surgery, major dental surgery, cosmetic surgery, is that the logical progression that most people fall through where they start with something, come in with something relatively straightforward, and then there's the opportunity to help people solve more and more complex problems. We've talked a few times before about the veterinarian practices that we've worked with. So again, there is that from kind of the injection side of things for an animal or pet, the inoculations, the vaccines that they might need as a small animal through to the more proactive kind of preventative type medicine or treatments that you might want to offer with. Paul, is the osteopath over here talking about. What's the word I'm looking for? Kind of like not critical illness, but where people are injured and trying to fix injuries through to their more restorative health and the kind of Pilates and the proactive side of things. All of these things moving people from the start of a journey to an end. Always a risk of trying to kind of artificially stuff it into that framework. So I wouldn't go too far down that route. But if there is something obvious and logical, then it makes more sense to develop it that way, the mindsets, then my voice is starting to Crack a little bit, so I need to take a drink of coffee in a minute. But the mindsets, the development. So for, sorry, rather the stages, the development for each of the mindsets, the stages as they move through, we get people to score themselves on a one to four scale, which is a reflection of how the coach tool was built in the first place. So the mindsets, again, it makes much more sense if they can be developmental as well. So if someone scores A1 on a particular area, then it's indicates a very low competency in that particular mindset. If someone scores a 12, it should be very high. So it's a very refined skill that they've got. So again, we've said before, anyone that's thinking about creating a scorecard for their own business for the stages, more so than the individual mindsets, really try and make those progressive, starting at a low end and going up, rather than having four different stages that they could choose from where it's discretionary. So I think I'd use the example before of choosing asking people about food preferences in a restaurant. Saying to people whether they like fish, steak, pork or chicken isn't quite the same as saying whether they want their steak rare, medium rare, well done or burnt to a crisp. The first example, it could be either or. The second example is much more linear. It's much more, you're either at the beginning or you're at the end. So again, anyone that's thinking about it in terms of their own business mindsets that kind of enhance or develops people's expertise or involvement in a particular process is useful but not essential. The stages, the developmental stages of each mindset much more important to make that linear. So it's very clear to someone whether they school themselves as one or score themselves as a 12 or wherever in between. And as we say starting with the end in mind, the real purpose of a scorecard is you're trying to help people identify themselves as either completely competent across the board, therefore they don't really need any help and the product or service that you're trying to share with them isn't that useful or self identify for themselves. Actually, I've got some gaps here and clearly this answer that's been suggested is going to help me plug the gap gaps in those areas. So once someone's raised their hand, they've then gone through a scorecard to give you some more information about or give themselves even some more information about where they are having the next step, the next email, the next follow on sequence to say, okay, what we tend to find is that people score broadly across the middle in one of these three areas. If you're low in this, it means A. If you're low in that, it means B. If you're low in the other, it means C. And based on those outcomes, here's the very best next step for you. And from the point of view of giving useful advice, those very best next step. I mean, you should be honest and legitimate about that. If the very best next step is nothing to do with you, they should go off and do something else. You should probably say that we were talking about remarkable service before and the suggestions that Mike makes, definitely saying to someone, hey, that's great, but my product service isn't the best fit for you. You should go here instead. Is it going to add value? That person was never going to be a customer, was never going to be a good customer. So pointing them in a better direction means that at the very least, hopefully they'll remember you at some point in the future and make a recommendation to someone else where it might be a better fit.

Guest: Exactly.

Stuart: I definitely need to take a drink.

Guest: Take a drink. You know, when I'm looking at, when you look at the. Starting with the first mindset, you know, that single target market, you know, identifying them, I ask that question a lot when people don't know. My role sometimes is to onboard people. So I have a lot of questions with potential clients before they come on board. And so one of the questions I always ask is, okay, well, who is your target market? And can I tell you how often I hear, oh, well, oh, like there's a. There's a pause.

Stuart: Yeah.

Guest: And I'm really shocked that sometimes that how often a business owner is. Has really not thought about that. Something so simple, you know. And so I think, like, if you, if you truly don't have. If you don't have your, your target market in mind, or you're 12 and you completely know your target market, you know how to, you know exactly who they are and you know exactly what their needs are and how to help them. I think that's the people kind of in the middle that might get lost sometimes. You know, when you're looking at it yourself going, well, you kind of know what services you have and what you want to sell and what you want to do, but you don't know, have that understanding of who these customers are that are going to buy them. You know, I'm really taken back quite often by the individuals that we deal with sometimes that don't have a clear vision of that I think it's strange,

Stuart: isn't it because or it's difficult sometimes to think about where other people are coming from. I think in part because we spent so much of what we do in the 90 minute book. Business crosses over into the coaching and entrepreneurial development business on, on Dean's side and around all of the coaching on that they're eight profit activators. And the very first action in pretty much everything we do is considering this single target market, the who we're trying to identify and engage with. It's difficult to think back to a time before we were thinking in that framework, but I think you're absolutely right because the majority of people out there arrive in a situation where they're rushing from day to day and just the operational side of things or the other side of the business is taking such kind of the mental bandwidth that you've got has been a lot of. It's been taken up with just the day to day stuff. So you kind of know you need to do something and this is something so we really should do this, but haven't necessarily thought about. And this is where the scorecard really comes in because it asks you those questions and forces you to think about it even if you don't know the answer. Today it raises the idea that, well, there probably should be an answer to this and the single target market. I mean it's always good to be

Guest: an answer to this. Yeah, there should be an answer to this.

Stuart: Yeah, yeah. The single target market is one of those things. Or as we call it in the book Blueprint Scorecard, the specific target audience. But it's the same thing really, that question, that is a frowning question to almost everything you do, whether it's writing a book or running a Facebook ad or putting a billboard outside or going a live event or reaching out to someone on LinkedIn, whatever it is, knowing who is that you're trying to engage with just makes all of the rest of it. It's kind of like a framing question to all of the other decisions down the track. Okay, well should I go to this event or this event? Well, who am I trying to target? Who's the best customers? Knowing that it's this group that helps inform you as to whether choice A or choice B is the correct one to do. It's. Yeah, it's surprising. I think the good thing is as well people think about it and again, this is. It comes straight from the breakthrough blueprint, the profit activator score. The full title of this mindset is actually Choose a single target market one at a time. So it's not that you're tying yourself to only ever targeting this one group of people. It's not like you exclude everyone else forever. And it's not exciting even as if saying, okay, well, this particular campaign, let's stick to the book. So this particular book that I'm writing, I'm writing it to this target market, but if someone from outside of that target market requests a copy of it, I'm not going to refuse to send it to them if they then turn out to be customers. I'm not going to revalidate where they came from and tell them that I'm not going to work with them if they're not part of this particular group. It's just the, it's just the effort, the outgoing activity, the thing that takes mental and financial commitment, tie it into a single target market because then it makes everything around that campaign much more beneficial. And it might well be the case that whole second target market, a different group reveals itself because you didn't realize that this group of people really resonated. And then in the book Sense, the version 2, you can pivot the version 2 slightly to address that target market instead of the original one. It might be that it's a whole second target market. So it's worth creating. Well, Paul again. I was talking to Paul this week, so that's why I was fresh in my mind. But a perfect example. The book that we wrote first of all was for patients. It was the shockwave solution, helping patients to understand what it is because it's a technology, a science that isn't necessarily understood as a alternative to surgery for certain conditions. So there's an amount of trepidation that customers have going into it, but actually a lot of the take up for it and it's really resonated with the practitioner side. So now writing the practitioner's guide to Shockwave of how to set up your practice and how to engage with customers, that's a whole other market that wouldn't have come across. So it's not like Paul said, okay, well I wrote the book for customer, so you're a practitioner, so I'm not going to send it to you. We shared it as wide as we possibly could, knowing that actually sending it to other practitioners to a certain degree is, is giving it directly to competitors. But even so, a whole second market's come up now in that situation, it's not that we're going to do a version 2 of the first book and change it to be practitioners book, it's that the second target market, the practitioners, is clearly a defined group, so it's that type of thing. But knowing that from our campaign, so we were aiming for customers first of all. So where we send that book out to who we interact with, the language that we use around it, knowing that it still primarily resonates with customers who are of a certain age, have had a condition for a certain period of time, fall within these six main conditions, which are kind of certified in the UK for want of a better term, knowing exactly who those people are means that all of the advertising campaigns around it, all of the Facebook targeting, all of the language around the follow up sequences is all specific to that group. And the fact that a second group has come up from the side of it is a bonus and just a development from there. So that's the real benefit of picking and running with a single target market. It just makes every other decision easier. We talk about it quite a lot. I notice that when I get passionate about a subject, I kind of talk louder and faster. So take a breath and slow down a minute. But it's such a fundamental benefit of the whole rest of the project, which is really why it comes first. It gives you a scope and a tone and a direction. Knowing who you're talking to when you're creating it, you're not trying to be too broad. It gives you a constraint to make the project manageable, make the book completion manageable. Because we're talking about answering a particular question that resonates with a particular audience. And that question that resonates comes up in mindset too, which we'll cover next week. But it gives you that constraint. As I mentioned, it helps with all of the beyond the book stuff to where you're pushing out to who you're engaging with. It helps with the call to action in the back of a copy. The next steps that you suggest people take because again, you know who you're talking to or you know who you're aiming to talk to. So it really is a like the key fundamental. I have just realized that we've just been talking about that and haven't actually run through what the, what the stages are of that first mindset. So.

Guest: Right.

Stuart: Well worth, well worth me not going off on too much of a tangent and jumping back to that. So the first mindset, choose a specific target audience at the first stage, scores one through three. You know that writing a book will help your business, but you don't have any clear audience in mind. So this is the, the group of people who have perhaps heard a lot of other people talking about creating a book, just kind of fundamentally understand that a book is a good thing to write. I mean, as far as we're concerned, we're looking at people who are interested in writing a book. It's the book blueprint scorecard. So if you've never even considered writing a book, and this is why we say that this is a great tool as a lead conversion, perhaps a little bit more so than a lead generating tool. So the 90 minute book introduces the concept of writing a book at all. Now we're taking that a little bit further. So the assumption is that you've been thinking about it and you want to kind of measure your own score, kind of validate for yourself how far into this process you are, how likely you are to be successful. So at the lowest end, at the beginning stage, you know, writing a book will help, writing a book will help your business. But you don't have a clear audience in mind. And I think we've covered why an audience is important. The second stage, so taking it a little bit further, this is scores 4 through 6. So heading into the middle of it, you know which of your products and services you want to sell, but you don't have a clear understanding of which customers buy these. So this is the example that you were talking about before. You get people, you'll talk to people who kind of know the outcome, almost know which products and services kind of anecdotally or just based on their own gut feel or their own, their own knowledge of the business. They know what customers respond to generally, what tools are popular, what, what menus on the, what dishes on the menu are popular, what surgery or what, what elements of the dental practice resonate well with customers. So they know the product and service side of it, but they haven't actually taken it to the next stage. You're thinking, okay, well what are those customers, the people buying it, what do they want? What they're looking to get out of it? What's similar about that customer group? Where are they coming from? What are they feeling? So that's coming to it from the kind of the outcome point of view, the third level then, and this is really getting to, starting to get to a developed way of thinking about it. So scores seven through nine is, you know, the customers and clients you want to engage with, but you don't have a clear understanding of their motivations or what questions they're looking to get answered or the concerns they had. So as I just Mentioned on stage two, that's really not even knowing who the people are. So stage three, you at least know who they are, but you haven't necessarily gone as far as thinking, okay, well, I know it's this group of people, but what really is their motivation? What keeps them up at night? What is the most valuable piece of information I could share with them to answer a question in this particular, particular book? And then the top level, stage four, so scores 10 through 12, this is the most refined thinking in terms of who you're trying to engage with. So you have a specific customer group in mind, you understand their most pressing concerns and questions, and you have a compelling story to help them answer those concerns or move them from a position of being on the outside of the information to being on the inside of the information by sharing your expertise in a way that's, that's really going to resonate with that group. So for us, this is people, we know very clearly that we resonate best with small to medium sized businesses, Businesses that have been in business for more than a year, the founders or owners or managers of that have got a good understanding of who their customers are who can answer questions, questions like these. They might not know the answers to questions like these immediately because perhaps they've never been asked or never been asked in this way, but they've got enough knowledge and understanding to be able to answer it. Once we start probing and questioning and getting people to think in that way, all community leaders that have been in their community for a year or more, they know the types of challenges that they're trying to help address, or they're educators that have been or speakers that have been sharing a particular message for a period of time. And we say a year, but that's really just to kind of get this threshold of if you just learn in the ropes and would struggle to put that knowledge into pages, then probably think about it a little bit more. But those types of people, we know who those groups are, we know the types of questions that they ask. We always get questions about the size of the content, we always get questions about making changes, we always get questions about the production side of things. So as much as possible, we try to help people remove that constraint, remove that barrier, to get started by saying, hey, it's fine, you don't need to worry about that. Let's really focus on who you're trying to engage with, what the outcome is that you're trying to get to, who it is you can help and just capture. And what are the questions that really lead people from the question on the title to the call to action on the back page. How can you help people answer this one or two questions as deeply as possible and really give value back? And all of the other things, which for us particularly all tend to be kind of the mechanics of it. People get very hung up on the mechanics. But don't worry about it, we'll take care of that. None of this project is a lock in. None of it is a publishing deal where you're on the hook for tens of thousands of dollars. The financial investment is, is low, I mean, very low compared with a lot of the competition out there, which is a lot higher. You can always make changes to things. The important thing is who you're trying to resonate with and the message, the way that you resonate with them, leading them towards a logical, minimum viable action next step. So anyone that's listening, who is in that position, who has been in business for a period of time, who knows to a varying degree who the customers are that they're trying to engage with, what products and services they can best offer to fit that, what are the questions that are the most vexing or causing the most problems for people, and they've got the skill, the expertise, they've been around long enough to be able to answer it, then it's that group of people that we know we fit best with. So for you listening, it's the same way around the customers coming in. If you're a dentist, you might know that it's middle school aged kids who need some corrective dental work. Those are the people that you can make the biggest change for because your practice is pain free, your staff are nice to the kids, the environment's nice, you resonate well with the parents, you've got all these things set up. If it's Paul with the osteopath and the Shockwave practice, being able to make significant difference to someone who is looking at significant surgery, Achilles tendinopathy or shoulder tendon problems. Knowing that Shockwave is a great solution for people that meet these particular criteria and his expertise means that he can talk about is it painful? How long does it last? What's the likelihood of it being successful? What are the contraindications? That means that I shouldn't get it. If I'm comparing five different people who are offering Shockwave, how do I know which one offers the best value? Because I know that cost isn't necessarily the thing to be driven by. Mike, looking at how going into an organization and helping them pick up on the service elements that can take them from good to great make themselves remarkable and really stand out in their people's minds. It's anyone who's in that type of environment, picking that single target market, knowing who it is that you're trying to resonate because of that expertise. That's the first step into making a book that is going to be super valuable at identifying invisible leads. But not only that really gives the value to the people that you're targeting through this specific target audience. That was a lot of words. Again,

Guest: that's all right. It was, it was interesting and informative.

Stuart: I think it's. I just looked down at the clock and we kind of blown past the 30 minutes. I think we should probably stop saying this is a 30 minute podcast and just accept it's a 45 minute podcast. Although then we might drift to an hour and an hour and 15. So that's. I think that's a good place to end. I'll check in with you in a second actually and just check that I didn't miss anything or you got any comments on that first mindset. While you're thinking about that, head over to 90minutebooks.com podcast. This is episode 046. We've gone through the first of eight mindsets on the book Blueprint Score. So to see the whole scorecard, head across there. And there's a couple of other links in the, in the show too, things that we've talked about. If you want to run through the book Blueprint Score yourself and kind of fill out the score and get the results, come back, then head over to bookblueprintscore.com and you can follow the process through and complete a scorecard for yourself. So just looping back then, for that first mindset, is there anything that, that you can think that I missed or anything that kind of stands out that we haven't covered already?

Guest: No, I honestly think that's probably. I mean, either you do or you don't really know your target audience or you need to think about it. There's sort of that. But I think that's probably of the mindset. The. I mean, that's the simplest one to think about because if you have the title, but I think, I think you've covered everything and the scorecard is really. When you put that right in front of you and you just, it's. It's thought provoking and it will really make you kind of dig into you and your business and not just your target market, but the whole aspect of it. So I think I really recommend people taking a peek at it and just start thinking about it a little bit.

Stuart: I think it definitely prompts questions that you might not have been answered or in a way that hadn't been answered before. This whole kind of, I know I should do a book, but I haven't really thought about who it should target or what it's for, what the outcome is that I want. The school car is a great way of kind of taking it to the next level. So rather than spending time and money just creating something that time and money can be invested into, something that really has a, an outcome in mind. So that sounds good. So next week we will talk about the. Well, the next time you and I talk, because I forget what the cycle is, but we might have one of the other one of the other shows in next week. But the next time you and I talk, we'll run through mindset number two, which is picking a title that resonates and there's a few nuances around that and ways of thinking about it. We did a titles workshop not so long ago. I'll put a link to that in the show notes as well. And choosing your title is really the most important thing because it's the thing that gets someone to raise their hand before they read the book, before they get to the back cover, before their eyes really focus on the COVID design, before, before you're worried about how many pages are in the book, all of that type of stuff. A title that resonates is really the thing that gets invisible prospects to first pay attention to it. And then we'll go through the other mindsets after that. So thanks for your time again, Betsy. I'm looking forward to the next show and as always, actually should finish by saying as always, if anyone's got any questions, just shoot us an email to either podcast at 90 Minute Books or support at 90 Minute Books and Betsy and I will get get messages that come through to both of those. We're just at the beginning of December, December 1st, so always a great time to be thinking about your marketing plan into next year. So if you're ready to get started thinking that a book is going to be a great marketing tool for 2018, which really gives you a chance to leverage things. Then head over to 90minutebooks.com and follow the Get Started link. And really, a couple of weeks into the into the new year, we could be talking about you as having the next one out there that's identifying some of these invisible leads.

Guest: Very good.

Stuart: Okay, thanks, Betsy. I will catch you in the next one.

Guest: My pleasure. All right, take care. Bye.

Stuart: Bye, Sam.