Write a F*$%?ING Book to Generate Leads in Your Market. Are you F*$%?ING kidding me? Our expert trainer Jim Kukral has written 8+ books, and not for the reasons you may think. Writing a book doesn?t have to be about being a best seller anymore. Now it can be a way to become the clear market leader in your space. And it is easier than you think too!
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One of these things is not true?Jim Kukral is a 16+ year internet marketing veteran who has written 8 books and helped businesses like FedEx, Sherwin Williams and Progressive Auto Insurance. Jim can count from infinity down to zero.
Now you?re probably thinking ?well I don?t want to write a book, I?m not looking to sell books.? It?s not about selling books, trust me this isn?t a sales book kind of training. This is becoming an instant authority and separating yourselves from your competitors kind of training.
Now Jim Kukral, our expert trainer today has written traditionally published books, actually wrote one two years ago and since then has written I think eight and has another four more in the works to produce. And what he uses them for is to generate some sales and certainly that?s a revenue stream for him. But mostly is to generate passive leads into his business weekly because everybody just sees him as an authority on whatever he writes a book in.
Now there?s a lot of steps that he gives you to go through and consider if this is for you and actually how you would do it. So he really breaks it down, this isn?t as daunting as it would initially seem and there?s a lot more opportunity than I think you would initially imagine as well. So let?s jump into the training, Jim has some technical difficulties today, we didn?t do a webcam and we lost some of our training, we had to do it over again, so please watch this training ?cause Jim put a big effort in to bring it to you guys and he also tried to take a 40 minute training and break it down closer to 20. So we appreciate him doing that too. Alright guys, hope you enjoy the show, we will see you at the end, thanks bye.
Hey guys, welcome to the Get the Phone Ringing Show, I?m your host Jeff Wilson and I have a really cool guest with a really cool topic today. Jim Kukral, Jim thanks for being on the show.
Jim: Hey man, pleasure to be here today.
Jeff: Jim is going to take us down a world that many of you have probably never even thought of in terms of actually going to do it and execute on it. Jim is going to show us how you can use a book to generate authority in your market space and leads and actually be a profitable thing to do. Jim can you just jump right in to it and take us through it.
Jim: Yeah let?s do it, so I am here to talk to you about why you should write a book and here?s why? You should write it for sales, leads and publicity. If you are in business of any kind, if you are a coach, a consultant, executive, whatever, if you?re trying to find a job, you should write a book for sales, leads and publicity, because that?s the entire point of all of this.
Now I have written, what is this? One, two, three, I can count nine books and the first one is traditionally published, it?s called the Top one and the last is called Attention! This Book Will Make You Money and I have that traditionally published by Wiley & Sons about two years ago.
Now, since that time I have self published eight books and I have four more in the works and I?m going to show you today how I use all of my books to generate sales, leads and publicity ?cause you?re going to hear me say that over and over and over again but the truth is, that?s the entire point. In the line of writing, that we write in, in nonfiction, we?re not writing so that we can sell millions and millions of books, it?s just not going to happen, okay?
We?re not going to be Stephen King, we?re not going to J.K. Rowling. There?s a very limited audience for our business okay, I write books about marketing and self help the motivational things and it?s just a very small limit to how many people who actually want that type of content. And it?s going to be the same for you whatever niche or genre or industry that you?re in, there?s a small select group of people aka customers who want to read your book, okay.
So why write a book? You write it for sales, leads and publicity you?re not going to make millions and millions of dollars selling your book, okay. You?re not writing a book so that you can have it in bookstores all around the world and be discovered. By the way, that doesn?t exist, it doesn?t happen anymore, the bookstores are all going away okay. You write a book for the reasons I?m talking about today.
You write a book for a better job, a better career. Imagine walking in to that office where you?re applying for a job and they say ?well why should we hire you?? And you say well I wrote a book about the industry or the topic that I am applying for the job for? I?m telling you right now exactly what happens ?cause it?s happened to me when I was hiring people.
The very first thing I did was stick that person?s book at the top of the pile and then when I looked at it and read it and I said ?wow this person actually does know what they?re talking about and they took the time and effort to put it together? and this was years ago before it was super easy to write books. This was when you had to get a publisher and contract and all that stuff which you don?t have to do anymore. I hired that person and I didn?t really even look at the other r?sum?s because that person gave me the expertise that?s proof that they wanted the job because they put the [extra tees] in that.
It?s the best business card you?re ever going to have, if you are going out to get a job with a potential client and you?re sitting in an office and they say ?well why should we hire you?? You say ?well? you pull out a book out of your backpack and you hand it to them and go ?well we actually wrote the book on the topic, it?s called ?Iguana Training 101? and we?re the best Iguana trainers in the world.?
And the client is going to look at you and at the end of the day, you know this is true, you know it?s true don?t deny it, you know that the client is going to go, ?you know what, we should probably just hire that team that did the book because they have a book,? right?
Jeff: Yeah.
Jim: They put it there, so you know that?s true. The problem is, is that you realize that a book is a lot of hard work to do, but we?ll get into all that. It adds instant credibility to you, so I don?t have a lot of time today, so we?re going to roll away through some of this. Why can?t you write a book, well who can write a book?
Anyone who knows a lot about something, if you know a lot about something, anything you can write a book. If you are in the business of social media, then you should be able to write a small book on Social media. If you?re in the business of how to train Iguanas, you should be able to write a book about how to train Iguanas.
The problem is you?re probably devaluing what you know a lot about, you sit back every day and you?re like ?Well I don?t really know a lot about anything Jim? well that?s absolutely not true, if you have a job, you probably know a lot about that industry or that job, about how to do it. If you?re an organic chef, you know how to cook organic food, you know how to teach other people how to become organic chefs. Stop devaluing what you know a lot about.
Jeff: Hey Jim, along those lines, anybody listening to this training right now on our show, owns a business probably or is considering it or whatever. They clearly have to be an expert because they?re running a business every day, right? So along your lines, like you can?t do what you do, you could even have a job and sometimes not be an expert. But if you own a business you pretty much have to be just to stay alive.
Jim: Well here?s what I always tell people, I say ?look if you can?t sit down and answer 20 questions or a hundred questions from potential clients about your industry or your business, then you probably shouldn?t be in that business, right?
Jeff: Yeah.
Jim: I mean if you don?t know what you?re talking about, what the heck are you doing in that business. So basically all you have to do is sit down and answer questions. What are the best ways to write a book? It?s just go out there and find the top 20, 30 questions that your customers always ask you and guess what? Answer them and that?s your book.
Jeff: Yeah.
Jim: So who is this book for? Who can write a book, coaches, executives, job seekers, anyone owns a service business consultants, agency, salespeople, small business owners, anyone who?s a subject matter expert.
Jeff: Okay yeah.
Jim: Now when my first book came out, Attention came out, I spoke a lot of really smart people in the industry who had written books before me and they said ?Jim, the very day your book comes out, you should increase your consulting fees by three times and increase your speaking fees by two times, and I did. But I thought they were crazy, they were absolutely crazy, and I did it and I got three times the work.
Jeff: It worked.
Jim: And I got two times the speaking gigs, and I got a 50% at least increase in media requests from people contacting me to be on their shows and TV shows and things like that.
Jeff: Were you shocked?
Jim: You know what? I wasn?t shocked but I was just like ?wow I can?t believe it? I mean so many people who had done it before me told me it worked, I was shocked that it worked, but when it worked I wasn?t you know? but it does work, it?s unbelievable, it really is. Now this was at a time before self publishing really was easy to do. There was no Kindle upload program where you could upload books. This was the time when you had to still, you were still getting an agent and a contract from a publisher and everything. So there wasn?t a lot of choices in the market place.
Now I use my books specifically to drive leads for my business, I don?t pay for advertising anymore, I haven?t done it for a long, I don?t pay for advertising anymore at all because in every single one of my books, in the front and the middle and the end, there are calls to actions in the book that lead people back to my website that say ?how do you like to talk to Jim and get ca free, a 15 minute no cost, no obligation call with Jim.?
And it sends them back to my contact page where they can use a button to schedule and put an appointment on my calendar. You know I?m doing three to five and sometimes more really good leads a week from that. Because people read my books, they come back to my calls to actions on the pages of my websites and they contact me and I get business from that. I?ve seen a 250% increase in my email signup form since I?ve been adding calls to actions in my books saying ?Hey come back and get this, and get this? and you use these books to get out in the business card into a potential client?s hands and then they come back to you.
And then you convert them into business, that?s exactly what you do, it?s been going on forever and the beauty of it is, is anyone can do it today because you don?t have to have a publisher anymore, you don?t have to have an agent. Now there?s a couple of people that I want to feature here, we don?t have a lot of time, this person was in the business of collecting money. They knew how to collect money from businesses.
And she went out, she? Michelle went out and wrote this book called Starting a Collection Agency. Again, teach what you know.
Jeff: Right.
Jim: Right? She said ?writing this book gave my business much more credibility and because of the media attention, more business. In fact that book is now in its third edition.? Now Michelle has since written 15 books,
Jeff: Wow.
Jim: She?s become so successful as an author that she sold her collection agency and instead making a living selling her books online.
Jeff: Now that?s awesome.
Jim: Teach what you know, do you know a lot about how to run a Subway franchise? Are an expert in this, what do you know? What have you been doing for the last 20 years, 10 years, five years, 60 years that you know a lot about that you can teach other people and putting books for them.
There?s other ways to make money from your books as well from, this guy David wrote this book about managing and he sold $1,600 worth of his books from the back of a room at an event he was speaking at.
Jeff: Oh wow.
Jim: Marc wrote this book called Ask Without Fear and he got recently published which is one example and he sold over 4,000 copies, that?s a lot of books to sell believe me. The average author in the nonfiction space is going to sell 500 books for the lifetime of their book, not a year, for the lifetime.
Jeff: Which is really the paradigm shift in this idea for folks that books never even occurred to them, right? Most small businesses writing a book would never occur to us, right? Because you think ?Well I wouldn?t make that much money, I wouldn?t know what to write,? but what you?re saying is this is a total paradigm shift, it?s not about how many you sell, though some people can do that, it?s about what it gets you outside of that book.
Jim: Yeah, the opportunity is here to actually, now you can have an opportunity to make money and have sales as well, but the real reason I believe is to write a book for what we?re talking about today, and this woman Amira, she?s a fashion model, she turned entrepreneur and she wrote this book.
And she says ?before my book I rarely booked speaking engagements, since my release last fall, universities, school groups and organizations constantly reach out to book me for events in addition to opening another revenue stream for my business for consultations.? A fashion model wrote a book okay, called Branding. This is one of my favorite ones here, John wrote this book about, and he helped people like do the flow type [tile flow] in their office and all that stuff.
He says ?I dropped off a business card after a short interview and did not hear from them for months, after three months went by, I dropped off my newly released book. They followed up with a call and asked me to start consulting there permanently.? So look, walking in with a r?sum? it?s fine, but guess what you?re one of 10,000. When you walk in with this book and you hand it to the person, the recruiter, the CEO whatever, you get added to the top of the list.
So what?s stopping you from writing a book? You don?t know what to write about, we covered that, you write about what you?re an expert at, what you know a lot about stop devaluing. You don?t know how long to make the book, look the future of books in my opinion in nonfiction are between 10,000 and 35,000 words, in other words, a book that somebody can download on their iPad or their Kindle or read within a short plane ride.
Jeff: Okay.
Jim: You know a plane ride from Cleveland to L.A. right? In my opinion and tell me if you agree, I don?t think that people want to sit down and read a book that?s going to take them six hours to read about email marketing or how to train Iguanas right? People come online to have a?
Jeff: Not at all.
Jim: No, they come online to have a problem solved fast and that?s where they use Google, because Google gives them the solution to their problem fast that they find their solution to their problem and they move on with their day. That is the future of nonfiction books or how to books or books about anything, people want the information quickly and they want it fast and they want it good.
So if you write 100,000 word book that could have just been condensed into 10,000 words, you know you?re going to have ? in my opinion ? much more success with the 10,000 words. One of the things people love about my books and you?ll see that in the reviews on Amazon on my books they always say ?Look, this was a no nonsense, got down to the point, told me what I needed to do, kick in the butt.?
And that?s what people want, they want to read a hundred thousand word vampire book not a hundred thousand word book about how to set up Twitter.
Jeff: Yeah I totally agree.
Jim: So get past that thing that?s stopping you to thinking you have to write 100,000 words, you don?t. You also don?t write a book because you don?t know how to write it. Here?s the truth, open up Word document and start writing, it?s as that simple. The days of having to have special formatting and bibliography and all this crazy formatting stuff that?s what the publishing industry has been keeping us down with for what, 300 years since Gutenberg invented the printing press, is it 200 or 300?
But since that time they?ve been controlling the industry, they said that ?you can?t write a book, you?re not the expert, we have to decide that you?re good enough to write it and we know how to format it, we know how to print it.? You know what? Tell those people to go blow because you don?t have that anymore. Anyone can do this, you don?t know what the title of your book, hey look you title the book something that?s going to make people want to find it on Amazon and on the search engines, you title it what the book is going to be about that?s going to help them.
You also don?t know how to make a cover, look you know how many designers are sitting around in their underwear at home right now who have been laid off from jobs? Like people who are really high quality people who would just die to have you give them $100 to work on a cover for them today?
Jeff: Sure.
Jim: And writers, editors, proofers, designers. You know one of the good things for a consumer about a down economy is stuff like this, there?s so many people sitting around who are just dying to take your work. You don?t have to spend thousands and thousands of dollars to get this stuff done. And the other reason that?s stopping you from writing the book is you don?t know how to use it to meet your goals and that?s what we?re talking about today, and you need to get it going. So how do you write a book?
Jeff: You know I have another quick thought Jim on that it?s occurred to me as people, and maybe another block as they think ?I?m not good enough to write it or it needs to be this or that or whatever in terms of like quality? right, like you?re not trying to write for some award and I would imagine the truth of the matter is some people depending on the type of book that you write, just having the book is the point, that people aren?t necessarily going to read about plumbing or chiropractic or whatever as far as like the end consumer, they just like knowing that you?re an authority, they might not even want to sit down and read the book is that fair to day too?
Jim: Yeah I mean that?s fair, you do still need to write a good book but?
Jeff: Well I don?t mean, yeah I?m sorry I don?t mean you can throw up [slop].
Jim: I know what you meant, the point is that, it doesn?t have to be like this literary genius okay. I write books like I talk and people love that about my books okay?
Jeff: Yeah.
Jim: I just write like I talk, I don?t worry about all this, everything having to be perfect, you know I use commas in the wrong place and I use lots of exclamation points and I use lots of run on sentences and the editors and proofers can clean that up for you. But, it doesn?t have to be this perfect book, you know so many people don?t write a book because of these things like they?re worried about how long it?s got to be, they worried about what software they have to use to write it in.
They?re worried about it?s got to be perfect, it doesn?t, it just got to be good quality and of course it has to be edited and proofed, so you know, you want to get rid of the typos and you want to make sure that it makes sense. But you can hire people to do that for you and so what I would suggest you do, is just open up a Word document and start writing. One of the biggest tips I give to business owners and anyone who wants to write a book is find out what the biggest questions you have, people ask you about your industry, your business and write those down.
You get 20, 30, 40 ask your sales team ?what are the biggest questions we always get asked?? And then guess what, each one of those is a chapter of a book, it?s really that simple.
Jeff: And it will flow.
Jim: Answer the questions.
Jeff: It will flow right out too, it won?t, I mean if you follow your advice and write like you talk, just write like the consumer sitting right there across from you right, that would be so easy, I think people would get hung up on words I know that I would, before I really thought well. If I just started to answer a question, the next thing I knew boom there?s three chapters.
Jim: Well I?m giving you permission, you and everybody else to not get hung up by words, when I had my Attention book done by Wiley, they told me it had to be 72,000 words okay, so I ended up writing 75,000 words. Now that stunk because now looking back, if I would self publish that book myself, I would have made it in to two books volume one and volume two and I think it would have been a better read and I think it would have made more sense but because I?m under a publishing contract, I can?t do any of that.
Jeff: Yeah.
Jim: So let?s talk about this last thing before we, because we?re out of time. The last thing I want you to know is that it?s super easy for you to publish a book digitally and in print nowadays. What I do is I do the digital version first, so I write a book, I go to Amazon Kindle Direct Publishing, it?s KDP and I log in for free, upload my book, my cover, I put my own price on it, I put my description in, it takes about 20 minutes, 15 minutes to set this up and then 24 hours later I have a book on Amazon that people can download.
Jeff: Wow.
Jim: Now the other thing you should know is that it?s in Kindle form, but a lot of people say ?well I don?t have a Kindle,? well guess what the Kindle app, there?s an app that you can put on your iPad, an app you can put on your phone, there?s an app people can install on their Macs on their PCs, so anyone who can download this free app can read your book in Kindle form.
Jeff: That?s a good tip.
Jim: The other thing I?ll tell you about this is, for every 100 print books that Amazon sells, they sell 100 maybe digital books, that was six months ago.
Jeff: Oh wow,
Jim: Within two to three years and my prediction is, within two to three years there will be as many E-Reading devices are there are MP3 players in the world. Think about who you know who doesn?t have an MP3 player built into their phone or an iPod or something. It will be the new norm and this is the way that people will consume content in the future. I do not believe you?re going to be able to walk into a giant bookstore in two to three years from now.
The business model is just not supporting print books anymore, there still will be Indie bookstores and all of that but the truth is that even if you get a publisher and your dream is to get your book in a bookstore, unless you?re Stephen King or one of the people that has proven that they can sell books, your book, they may send one book to one bookstore. But the dream of you walking into a bookstore in your neighborhood and looking at the row of your books in there, is a false dream, okay.
Jeff: Wow yeah.
Jim: I don?t want to crush anyone?s dreams, but that?s the truth of it, okay.
Jeff: Dream crusher.
Jim: Yeah, so the truth of it is that if you want to write a book, you do it for what we talked about today, you put the digital version up first and you use the digital version to get it out to millions and millions of people faster. You know I?ve given away over 30,000 copies of my books in the last six months, and I don?t care about it because?
Jeff: Wow.
Jim: Yeah I want those books in the hands of potential customers who then contact me for business. Now you can do print options as well, it?s called print on demand, and I use a company called Createspace.com which is owned by Amazon. And essentially all you do is go to Create Space and you create a book project, you upload a manuscript copy of your book in a high resolution cover and the beautiful thing is once you?re done, it links it to your Amazon page, so that when someone goes to Amazon, they have the choice of ordering the print version of the book or the digital version of the book.
Jeff: That?s cool, I like that.
Jim: So if they order the print version, the order gets sent to Create Space, Create Space prints one copy of the book and ships it out to them, they never even realize that you don?t have a warehouse full of books sitting around. So you can do digital and print, okay and it?s a great way to do that for the printers because you can have small copies, runs of your print book made for like 2 bucks a piece and then sell them yourself on your website or take them to events and all of that stuff.
Alright so I know I?m over time, I want to show you just one more example as how I do this okay.
Jeff: Yeah please do.
Jim: I wrote a book called ?Write a F*$%?ing Book Already? and the people said ?why did you put a swear, curse word, sort of [sudo] in the title? and I say ?You know why, because there are literally like a thousand other books out there about how to write books and I needed to standout a little bit? and basically I believe in that, I would think that everyone should write a F*$%?ing Book already.
Jeff: But I agree now.
Jim: So what happened was I wrote this book and I put it out there and I got all these people, every person, not every person but so many people who read the book then sent me an email after and they?re like ?alright Jim, you sold me, how do I get started?? And I was like ?Okay, I guess I got to come up with a training program.?
Jeff: Okay.
Jim: And I actually did, I came up with a training program that I?m actually selling right now, it?s week one of the live training right now but if you?re watching this on a future date, you can go to this web address and see we?ll probably have a recorded version for sale. But basically I created a training program, so people now come to me, ask me to help them figure out how to write a book and I created this simple training program that I?m just recording and I?m going to be able to sell to people over and over and over again as a lead generator from the book, okay.
Jeff: Yeah.
Jim: So this is truly passive income, being able to put expert material out there, using its call to action somebody back to a training program or contact form, this is just another example of how I can do this, how you can do it. There?s no reason you can?t do the exact same thing, because you know a lot about something, you can put it together, train people, you can do this.
Jeff: Now Jim so for folks that are watching this and this resonates with them right, they get okay yeah actually this does fit for me, I would have never even thought to do this, should they go to digitalbooklaunch.com/writeabook/ should they go there to look into your training to see, ?cause I would imagine it?s sort of hard to figure out where to start right, so you have your book on how to do it and why to do it but your training is to help people I guess accelerate the process. Is that fair to say?
Jim: Yeah, well I mean if you?re not ready to start the actual training and you?re not convinced yet, then just go to JimKukralbooks.com and buy a copy of the book and just read the book. It?s just quick fast read, check out the reviews on the site and if that doesn?t get you going then you know you?re not ready to write a book yet. So the investment for you is really minimal, a couple of bucks to get you motivated and give you more reasons why you need to write a book.
Basically the book is a bigger version of what we just did today which gives you more reasons and tells you more examples about why you need to write a book and more details.
Jeff: More case studies and things like that.
Jim: Absolutely yeah.
Jeff: Yeah cool, well hey guys any of the links and resources that Jim has mentioned, we?ll put in the show notes below this. Jim thanks so much for this training, this is an eye opener for me and I already had a whiff of this, right. I knew that it was coming, for folks watching this, I would think this would be a total paradigm shift for them, are you getting pretty good response from folks when you present this?
Jim: Yeah it?s really amazing and you know in today?s economy and where we are in the world where it?s harder and harder to find good jobs and it?s harder and harder to close business, people are realizing that this is the big differentiator for them and that?s what you got to do to standout. As I always tell people I said ?Look you?re going to do it or your competitor is going to do it, the person looking for the job beside you or the person looking to get that client pitching next to you.
But the question is do you want to continue to pay for advertising for the rest of your life, or do you want to finally sit down, take a little bit of time and investment and follow these simple steps to create a book that you can actually use to increase your business, to increase your career and you have to decide whether or not you?re ready to do that. More people than not are saying ?you know what? I finally need to do this.?
Jeff: You know I deal in the space or have businesses right now that do this and have done this for the last few years dealing the space of where we help local businesses bring in leads online through Google and search engines and things like that, right. And of the ways I see using a book like this for traditional service business, there?s many way they could use it right? But one of the ways that I see right away is that when folks go online and they search for a plumber, ?cause we do a lot of stuff with plumbers, and they search for a chiropractor whoever.
And they are evaluating maybe one to three business right, that showed up towards the top, they?re kind of looking at different ones and checking out reviews or whatever. If you have on your website featured up at the top basically in essence ?we wrote the book,? right, you?ve instantly set yourself apart. So while that might not be a passive lead generator like it would in maybe some industries, it?s actually probably lead accelerator if you will on a website where people can, they?re trying to differentiate you between everybody else and say everybody else has got okay reviews and you have okay reviews.
If you wrote the book, then you?re instantly that authority, so that?s a way I can see is small businesses are watching this right now and trying to find a space for them to use this kind of method, that?s one that I know would work like it would easily pay you back many times over just to have some way to differentiate yourself and basically increase your conversions on your site.
Well hey Jim, thanks so much for your training today man, like I said it?s been an eye opener, we appreciate you taking the time, especially since we had some technical difficulties to start this training today. Folks Jim was very patient, hung around, we had the compute shut down, we lost our whole first part of the training. Jim wasn?t ready for webcam but he still pulled off the interview, so Jim we appreciate you powering through, thanks for the effort.
Jim: It?s my pleasure and I?m glad to do it and everybody go out there and write those books.
Jeff: That?s right, hey everyone watching today, thanks for the time, like I said you will see links to resources and websites that Jim has mentioned and he?s mentioned a few of those and we put a link to his book in there obviously as well, and if you want to see some more of these trainings without needing to run back to our website daily, you can sign up below or on our site somewhere for daily trainings and we?ll send them right to your inbox and also if you learned something today, you probably know 10 other business owners that would benefit from this too. But we?re not going to ask you to reach out to 10 we just want you to do your good deed of the day and maybe share this with two other businesses and we would appreciate it and I?m pretty sure if you learned something, they would appreciate as well.
Anyway buddy, everybody thanks for watching, thanks for being on the show Jim and we?ll see you guys at the next training, take care.
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