Latest / What is Business Development? / Episode 159: “The New Genius Code” with Jeremy Jones

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Episode 159: “The New Genius Code” with Jeremy Jones · What is Business Development?

0:03
Speaker 1: Welcome to the Business Development Podcast, brought to you by
0:06
Speaker 1: the Global Business Development Association, delivering the strategies and tactics
0:11
Speaker 1: to boost your career and corporate growth.
0:21
Speaker 2: Hello, BD pros, and welcome to the BD Podcast, the
0:25
Speaker 2: official podcast of the Global Business Development Association. Now, folks,
0:31
Speaker 2: let me ask you this. What if the most valuable
0:35
Speaker 2: asset you own is not your business, it's not your network,
0:40
Speaker 2: but the knowledge and experience and the perspectives you've spent
0:45
Speaker 2: a lifetime building? Most people have far more value inside
0:49
Speaker 2: of them than they realize, and we're going to talk
0:52
Speaker 2: about how to unleash your inner value. But before we
0:56
Speaker 2: get to that, let's talk about a book that I
0:59
Speaker 2: always like to talk about, and that is... our Global
1:03
Speaker 2: Business Development Association Business Development Body of Knowledge. This is
1:08
Speaker 2: the official guide to our business development profession, universally agreed
1:12
Speaker 2: upon around the globe. Get a copy of this book
1:16
Speaker 2: on Amazon. And once you read the book, go over
1:20
Speaker 2: to our website at gbdassociation.org and learn how you can
1:27
Speaker 2: get your business development professional certification today. All right, folks. Now,
1:32
Speaker 2: our guest today is book author Jeremy Jones. And Jeremy
1:38
Speaker 2: is the co-author to this book. On a previous episode,
1:43
Speaker 2: we had his co-author, Justin Michael, on the show. So
1:46
Speaker 2: we're going to, if you want to learn more about
1:50
Speaker 2: Justin's perspective, then go to listen to that episode. Now,
1:56
Speaker 2: a little bit about Jeremy. He is a US Navy veteran,
2:00
Speaker 2: just like me. So it's always great to have a
2:02
Speaker 2: fellow sailor on the show. We always have a good
2:05
Speaker 2: time with shipmates. And after the Navy, Jeremy created a
2:12
Speaker 2: publishing organization and he's helped established coaches, consultants, and service-based
2:18
Speaker 2: experts turn their knowledge into an authority book and build
2:23
Speaker 2: the system that turns that book into into buyers, leads,
2:28
Speaker 2: and clients. And he does that through Jones Media Publishing
2:33
Speaker 2: and your book, Blueprint. Now, a little bit about the book,
2:37
Speaker 2: The Genius, excuse me, The New Genius Code, discover your
2:42
Speaker 2: unique advantage, package your knowledge, and monetize your unique genius.
2:48
Speaker 2: Justin and Jeremy are reveal a practical framework for identifying
2:53
Speaker 2: your unique genius, turning what you know into intellectual property
2:58
Speaker 2: and building an intellectual enterprise around the ideas only you
3:03
Speaker 2: can bring to the world. So with no further ado,
3:08
Speaker 2: let's bring Jeremy onto the podcast. Jeremy Jones, welcome to
3:12
Speaker 2: the show.
3:12
Speaker 3: Hey, Tony.
3:13
Speaker 2: Thank you.
3:14
Speaker 3: Glad to be here.
3:15
Speaker 2: It's great to have you aboard. Now, Jeremy, tell us
3:17
Speaker 2: a little bit. I think this is a fascinating story here.
3:20
Speaker 2: How did you transition from being a U.S. Navy sailor
3:25
Speaker 2: to where you are today in this field of publishing books,
3:29
Speaker 2: really for authors and helping them unleash their inner value
3:33
Speaker 2: and their genius?
3:35
Speaker 3: Yeah, great question. So I got out of the Navy
3:38
Speaker 3: and moved here to Arizona in 2002. So I've been
3:39
Speaker 3: here quite a while. I got my Bachelor of Arts
3:46
Speaker 3: and I began trying to get a business up and going.
3:49
Speaker 3: And I struggled and floundered for years. And it wasn't
3:52
Speaker 3: until I hired a coach that talked to me about
3:55
Speaker 3: unique positioning. And that was kind of been like the
3:58
Speaker 3: heart and the core of what I've done and what
4:00
Speaker 3: I've built for books is helping people to find their
4:03
Speaker 3: uniqueness and find their unique category positionings. And that was,
4:08
Speaker 3: you know, that was 20 years ago. I didn't start
4:10
Speaker 3: the book publishing company. I started doing other things. And
4:13
Speaker 3: this was about 10 years ago, roughly a little less
4:16
Speaker 3: than 10 years ago. And so I've kind of integrated
4:18
Speaker 3: some of the different business services that I was offering
4:21
Speaker 3: now into book publishing. We've published about 250 books now
4:24
Speaker 3: for subject matter experts. Justin, my co-author, is one of
4:29
Speaker 3: the authors that we've published the most books for out
4:31
Speaker 3: of a lot of people. I've had authors come back
4:33
Speaker 3: to us for book three, book four. I think four
4:37
Speaker 3: or five has been a handful of authors. And Justin,
4:41
Speaker 3: we published seven books in four years. And he has
4:45
Speaker 3: told me that it's been transformational for his business. And
4:48
Speaker 3: as I was, you know, as we're collaborating and talking
4:50
Speaker 3: with him, he had mentioned that one of the things
4:53
Speaker 3: that I do best, better than a lot of other
4:56
Speaker 3: people that he's worked with, is help people bring out
4:58
Speaker 3: their genius. Identify your unique positioning. I work with a
5:01
Speaker 3: lot of authors on titles and subtitles and all that.
5:04
Speaker 3: And especially now, there's a lot of people publishing books
5:07
Speaker 3: on Amazon that are just generic, right? They're just kind
5:11
Speaker 3: of general and generic. And you really have to be
5:14
Speaker 3: strategic in order to stand out. So I created a
5:17
Speaker 3: program called Your Book Blueprint that we help build out
5:20
Speaker 3: the blueprint for your intellectual property. Anybody can just go
5:24
Speaker 3: to Amazon, upload a PDF, and you're on Amazon, right?
5:27
Speaker 3: But to stand out and to market it and to
5:30
Speaker 3: advertise it properly and profitably is You have to have
5:33
Speaker 3: a unique positioning. So that's where this, you know, I've
5:36
Speaker 3: kind of modeled that and outlined that throughout the course
5:39
Speaker 3: of the book.
5:40
Speaker 2: Yeah, great story. I love the origin story and I
5:43
Speaker 2: love what you do. I'm sure there are a lot
5:45
Speaker 2: of folks listening to this podcast, especially business developers, where
5:49
Speaker 2: they need to be thought leaders in their community. And
5:51
Speaker 2: they probably thought to themselves, hey, I really probably should
5:55
Speaker 2: publish a book someday. And I'm sure everybody has great
5:58
Speaker 2: genius and great value inside of them. And I think
6:02
Speaker 2: it's really interesting what you and Justin put together. And again, folks,
6:06
Speaker 2: we're talking about the new genius code. It's available on
6:11
Speaker 2: Amazon and it's a really exciting methodology where Justin and
6:17
Speaker 2: I in the previous episode talked about how to really
6:21
Speaker 2: implement the book and the three key takeaways from the book.
6:25
Speaker 2: But today, Jeremy, what I would like to do is
6:28
Speaker 2: talk about how do you put those lessons from the
6:31
Speaker 2: book into action. And really that speaks to a lot
6:35
Speaker 2: of the work that you've done with your publishing organization.
6:38
Speaker 2: So I think this is going to be a really exciting,
6:41
Speaker 2: a little bit different episode than what folks are used
6:44
Speaker 2: to listening to. So let's jump right into it. Let's
6:46
Speaker 2: talk about key tactic number one that you would like
6:49
Speaker 2: to share with folks.
6:51
Speaker 3: Yeah, for sure. So a lot of consultants that I meet,
6:55
Speaker 3: what they normally do, let's talk about what most people do,
6:57
Speaker 3: what most people normally do is they go to networking events,
7:02
Speaker 3: but now we have virtual networking events. So they do
7:04
Speaker 3: a lot of coffee chat meetings. And when they explain
7:08
Speaker 3: what they do and who they help, it requires them
7:10
Speaker 3: to be there. They've got to be in the room.
7:12
Speaker 3: We talked, me and Jesse both talk about this a
7:14
Speaker 3: lot in the book. It's like, you've got your physical appearance,
7:18
Speaker 3: your body, your time, your effort, your attention has to
7:22
Speaker 3: be in the room with them. And you're explaining what
7:25
Speaker 3: you do clearly. Now you can have uniqueness, you can
7:28
Speaker 3: have a niche, you can have specific people you help with,
7:31
Speaker 3: but if you're required to be in the room to
7:34
Speaker 3: explain to someone the value of what you do, it
7:37
Speaker 3: can't reach beyond your own circle of influence. Now, when
7:40
Speaker 3: you package a book and you publish it on Amazon,
7:43
Speaker 3: you are completely outside your circle of influence. Now, you
7:46
Speaker 3: might send a few people there to Amazon and you
7:48
Speaker 3: get a handful of book sales. And that's why a
7:50
Speaker 3: lot of books just flatline right there is because you're
7:54
Speaker 3: utilizing your own circle of influence that already understands what
7:57
Speaker 3: you do and they buy your book and they love it.
7:59
Speaker 3: And it gives you these false signals that your book
8:02
Speaker 3: is doing great and getting traction where there's really no
8:05
Speaker 3: unique positioning because only the people in part of your
8:07
Speaker 3: world understand what this book is all about and how
8:10
Speaker 3: it helps them. So you really have to strategically build
8:14
Speaker 3: out a blueprint. And that's why we create a blueprint.
8:17
Speaker 3: And I work with people on creating a unique positioning
8:20
Speaker 3: and category positioning blueprint so that when your book is
8:24
Speaker 3: being advertised, that in a very quick period of time,
8:27
Speaker 3: people can understand that this book is for them specifically,
8:31
Speaker 3: and it could potentially solve a problem that they have.
8:34
Speaker 3: And then you take that reader through a journey that
8:37
Speaker 3: it starts to unlock insights and ideas and myths and
8:42
Speaker 3: breaks down barriers in their mind so that they are
8:45
Speaker 3: potentially a good client for you. And then the book
8:48
Speaker 3: can actually turn into clients if you have something on
8:51
Speaker 3: the back end. So it's really about creating unique positioning
8:55
Speaker 3: and clearly articulating that with a couple of different areas.
8:59
Speaker 3: Number one is the title. The title has to be
9:02
Speaker 3: around your overall concept of the book. Your subtitle, which
9:07
Speaker 3: is vitally important that a lot of people just put
9:09
Speaker 3: very little time and attention into, or they'll just have
9:12
Speaker 3: ChatGPT create some generic subtitle. And then your book description,
9:18
Speaker 3: there's keywords and there's categories. So the metadata of your book,
9:22
Speaker 3: which Amazon uses to help find new readers, has to
9:25
Speaker 3: be dialed in if you're going to reach a whole audience.
9:27
Speaker 3: So that's what the unique category positioning is.
9:30
Speaker 2: So based on everything you just told me, Jeremy... This
9:34
Speaker 2: is probably a perfect example of a fail. I don't know.
9:41
Speaker 2: I tell people it's the most exciting book trapped inside
9:43
Speaker 2: the ugliest book cover on the face of the planet.
9:49
Speaker 3: It could be. The contents are probably phenomenal. I haven't
9:52
Speaker 3: personally read that book, but if the contents are incredible
9:56
Speaker 3: and really do help people, the book cover is the fail.
10:00
Speaker 3: And the book title and the subtitle are your first
10:03
Speaker 3: line of defense to get people to understand what the
10:05
Speaker 3: book is all about initially, especially when you go to
10:08
Speaker 3: a cold audience. Yeah, yeah.
10:10
Speaker 2: And for folks that are just listening, just so you're
10:13
Speaker 2: in on the punchline, I was showing a copy of
10:15
Speaker 2: the Business Development Body of Knowledge, which it really is
10:20
Speaker 2: Very boring book cover. Not like the book that we
10:24
Speaker 2: have here today that we're talking about. Again, folks, we're
10:26
Speaker 2: talking about Jeremy Jones and Justin Michaels' newest book. It's
10:30
Speaker 2: called The New Genius Code. Okay, Jeremy, I love tactic
10:34
Speaker 2: number one. A lot of great stuff packed in there.
10:37
Speaker 2: I wish we had more time on the show. I
10:38
Speaker 2: could probably talk to you an hour about just tactic
10:41
Speaker 2: number one, but let's move on to tactic number two, please.
10:44
Speaker 3: Yeah, sure. And I touched on this a bit. It's
10:47
Speaker 3: unique category positioning. So There are two different ways that
10:51
Speaker 3: people find your book on Amazon. If we're talking about
10:53
Speaker 3: packaging books specifically. Now I do recommend to people to
10:56
Speaker 3: have an ecosystem, not just a book, but have something
11:00
Speaker 3: that happens after the book. And then a way that
11:03
Speaker 3: I call it a book bridge that bridges the gap
11:05
Speaker 3: to your services. I see a lot of consultants that
11:08
Speaker 3: inside their book, they'll say, you know, click this link
11:10
Speaker 3: or go to this link to book a call on
11:12
Speaker 3: my calendar. And that's, that's way too far of a
11:16
Speaker 3: jump a lot of times. You're not going to have
11:18
Speaker 3: a reader that just finds your book on Amazon, goes
11:21
Speaker 3: to your book, and then immediately books a call. It's
11:23
Speaker 3: too big of a gap, right? So you need to
11:25
Speaker 3: bridge the gap with something in between. So that's the ecosystem.
11:29
Speaker 3: You need to have something in between and the ecosystem
11:32
Speaker 3: that works for you, that builds trust, that builds rapport
11:35
Speaker 3: for that. So unique category positioning. There are three parts
11:38
Speaker 3: to the new genius code. And by the way, let
11:40
Speaker 3: me give you kind of the mindset of the new
11:41
Speaker 3: genius code. It's not about being a genius. Some people
11:45
Speaker 3: probably initially see that in the genius. And that's the
11:47
Speaker 3: concept of the book is you don't need to be
11:50
Speaker 3: a genius. Like we see Elon Musk and these inventors
11:53
Speaker 3: of these different dynamic products. And we see that they're
11:56
Speaker 3: incredibly smart. Yes, they're a genius. But the real genius
11:59
Speaker 3: is taking a complex thing and making it credibly simple.
12:03
Speaker 3: I mean, we've all probably done this. When you see
12:05
Speaker 3: a really smart business idea that's so simple, you're like,
12:08
Speaker 3: I could have thought of that. It's genius. It's so smart.
12:11
Speaker 3: It's so simple. Like the idea of an Uber is
12:14
Speaker 3: a genius. Person that drives a car that uses their
12:17
Speaker 3: car to go pick someone up and take them where
12:20
Speaker 3: they want to go. It's like, it's so simple. Any
12:22
Speaker 3: of us could have come up with that idea. Now, yes,
12:24
Speaker 3: there's some complexity to the infrastructure of it, but it's
12:26
Speaker 3: a simple idea. So the three parts of the new
12:29
Speaker 3: genius code are you don't need to be a genius.
12:30
Speaker 3: You need to first identify your unique advantage. What do
12:33
Speaker 3: you do better and you flow better with than a
12:36
Speaker 3: lot of other people? So you first identify it. Number
12:38
Speaker 3: two is to package your knowledge into either a book,
12:41
Speaker 3: a program. I like workshops as well. I do a
12:43
Speaker 3: lot of paid workshops. or some sort of a program
12:46
Speaker 3: on the back end. And number three is to monetize
12:49
Speaker 3: your genius, have appropriate pricing so that you can bridge
12:52
Speaker 3: the gap and bring people through that. So unique category
12:55
Speaker 3: positioning is first identifying your unique advantage. And that's one side.
13:00
Speaker 3: And then the other side is what the market actually wants.
13:03
Speaker 3: So this is how I'll wrap up this point. There's
13:05
Speaker 3: two ways people find your book on Amazon with those
13:07
Speaker 3: things in mind. Number one is buyer search keywords. So
13:11
Speaker 3: these are buyers that are on Amazon searching for a
13:14
Speaker 3: book like yours with some sort of a problem or
13:16
Speaker 3: they're searching for an existing book that's out there. So
13:19
Speaker 3: they might search for building an effective team, helping with
13:24
Speaker 3: team dynamics, building business culture. They're interested in a specific thing.
13:29
Speaker 3: Those are buyer search keywords. So we can run ads
13:31
Speaker 3: that specifically run ads for those keywords. And then there's
13:35
Speaker 3: browser searched ads. Browser searched ads are people browsing within
13:40
Speaker 3: categories or browsing for other things. And we can run
13:43
Speaker 3: ads in that way as well. So we're finding and
13:45
Speaker 3: capturing the keywords in the categories directly on Amazon for
13:51
Speaker 3: people that are searching for those things. And again, it's
13:54
Speaker 3: a cold audience. So you need to be crystal clear
13:56
Speaker 3: on your messaging and your communication so that when they
13:59
Speaker 3: see it, they go, oh, this is for me.
14:01
Speaker 2: Yeah, I like that. And folks, I've been through this
14:05
Speaker 2: myself as a self-published author. I wish I had somebody
14:10
Speaker 2: like Jeremy and his team to assist me because this
14:14
Speaker 2: is the really hard part. It's already hard enough writing
14:17
Speaker 2: a book, writing a book that's valuable and helpful, but
14:22
Speaker 2: that's 20% of the equation, I think. Jeremy, correct me
14:25
Speaker 2: if I'm wrong, but What did you say? It was
14:27
Speaker 2: like 15 books is the average number of books sold
14:31
Speaker 2: as a self-published author. Is that right?
14:34
Speaker 3: It's very low. It usually depends on the circle of
14:38
Speaker 3: influence that you have. And that's why it tapers off
14:41
Speaker 3: is because it doesn't cater to a cold audience and
14:45
Speaker 3: they don't even understand what the book is all about.
14:47
Speaker 3: And then according to Amazon, if it's not getting any
14:50
Speaker 3: traffic and it's not selling, it's basically invisible on Amazon.
14:53
Speaker 2: Right. So here, folks, if you want to know what
14:57
Speaker 2: the people that love you in your life, self-publish a book.
15:01
Speaker 2: And anybody who buys that book genuinely loves you. Because
15:08
Speaker 2: it's only going to be 14 or 15 people, the
15:10
Speaker 2: closest people in your life that love you. And it
15:13
Speaker 2: just takes a lot of work to build up the sales.
15:18
Speaker 2: You have to have an engine behind it, a publishing
15:22
Speaker 2: engine behind that has follow-through, not just to publish it
15:25
Speaker 2: on Amazon and hope for the best, but actual methodology
15:29
Speaker 2: that ensures that there is a repeatable emphasis on your book.
15:35
Speaker 2: It's discoverable. It's appealing. It's serving a purpose and a
15:40
Speaker 2: need that's valid and validated by a team of experts.
15:46
Speaker 2: And so Jeremy, I love that point. Again, I can
15:49
Speaker 2: talk for about an hour on just that one alone,
15:52
Speaker 2: but we need to move on to tactic number three.
15:55
Speaker 2: But before we do that, folks, I'm going to bring
15:57
Speaker 2: up just a picture again of the new book. It's
16:00
Speaker 2: called The New Genius Code. It's available on Amazon. Okay, Jeremy,
16:05
Speaker 2: let's bring it home with tactic number three.
16:09
Speaker 3: Yeah, for sure. So the way I want to... stage
16:13
Speaker 3: this one up. This is to make the category of
16:17
Speaker 3: packaging your intellectual property difficult to compare to other things.
16:21
Speaker 3: If your book or your program looks just like everything else,
16:25
Speaker 3: people don't have anything to compare it to other than price.
16:29
Speaker 3: So if you're a business consultant and someone asks you, hey,
16:32
Speaker 3: what do you do? And you say, I'm a business consultant.
16:34
Speaker 3: They have a picture of what that means in their mind.
16:37
Speaker 3: And you're leaving it up to them to determine what
16:39
Speaker 3: that means and who you help. But if you have
16:42
Speaker 3: a unique category positioning of what you do and how
16:45
Speaker 3: you help people, then that makes a difference. So it's
16:48
Speaker 3: the same kind of concept, but you need to be
16:51
Speaker 3: crystal clear for that with all of those lines of
16:54
Speaker 3: defense that I mentioned when you have your book that
16:57
Speaker 3: goes to a cold audience. Same thing goes with if
17:00
Speaker 3: you have a paid workshop. You got to be clear
17:02
Speaker 3: as to who it helps, who it's for, and what
17:04
Speaker 3: they're going to get out of it. So it's just
17:06
Speaker 3: communication clearly. So the new genius code is taking... All
17:12
Speaker 3: these things that you do, all these ways that you
17:14
Speaker 3: help people and simplifying it in a way that people
17:17
Speaker 3: can understand what you do. So the way I want
17:21
Speaker 3: you to think about unique category positioning is like someone
17:25
Speaker 3: that is a master chef, right? A master chef, if
17:29
Speaker 3: they're creating, let's say they're baking something and they want
17:32
Speaker 3: it to have a cinnamon flavor, they don't need to
17:34
Speaker 3: go out and invent new cinnamon, but they can still
17:38
Speaker 3: be a chef and create a unique a recipe that
17:42
Speaker 3: uses cinnamon. Now, why don't they need to create a
17:45
Speaker 3: unique recipe and not have to go out and create
17:48
Speaker 3: unique ingredients? The same thing is true in the business world.
17:52
Speaker 3: There's really no brand new ideas, just like there's no
17:56
Speaker 3: new cinnamon. And that's the good news. We don't need
17:58
Speaker 3: to go out and try to invent the cinnamon, right?
18:01
Speaker 3: All the ingredients are there, but we identify what your
18:05
Speaker 3: unique advantages and your unique positioning to position those ingredients
18:11
Speaker 3: that you do to serve your audience in a unique way.
18:16
Speaker 3: Just like we don't need to invent a new cinnamon,
18:18
Speaker 3: we don't need to invent a new thing in the
18:20
Speaker 3: way that you do it. We just need to package
18:22
Speaker 3: it differently. You already have the knowledge. You already have
18:25
Speaker 3: the way that you serve your clients and you help people.
18:27
Speaker 3: You just haven't clearly communicated it in a way that
18:30
Speaker 3: works beyond you sitting on Zoom and explaining what you do.
18:34
Speaker 3: So first, we need to create the unique ingredients, and
18:37
Speaker 3: then we need to create a unique formula. When we
18:40
Speaker 3: have a unique formula, it does not need to be complicated.
18:42
Speaker 3: It's just like a, again, a chef creates the ingredients
18:47
Speaker 3: in a particular way, in a particular amount and in
18:50
Speaker 3: a sequence that creates a new recipe that's delicious. And
18:54
Speaker 3: it might remind you of other things, but it's unique
18:57
Speaker 3: and people will pay a premium to go to a
19:01
Speaker 3: chef to get that, you know, that, uh, um, premium
19:06
Speaker 3: service of a meal served to them. And the same
19:10
Speaker 3: is true for consultants. If you have that unique positioning.
19:13
Speaker 2: I love that, Jeremy. And what we talked about with
19:16
Speaker 2: Justin as well is, you know, there are two different chefs.
19:20
Speaker 2: They use the same recipe, but the dessert they cook
19:23
Speaker 2: tastes different. Why? Because each one of those chefs has
19:27
Speaker 2: their own personality. They have their own tastes. They have
19:29
Speaker 2: their own life experiences. And I think what's really great
19:33
Speaker 2: about your books and folks, Take a look at Justin's
19:36
Speaker 2: other books. He has a number of other books, as
19:39
Speaker 2: Jeremy indicated. Look at his profile on Amazon. I think
19:42
Speaker 2: it's a great case study to see how to do this.
19:45
Speaker 2: And what I really like about what you do, Jeremy,
19:47
Speaker 2: is you also bring out the personality, the history. the
19:50
Speaker 2: life stories of the author themselves. And that really adds
19:54
Speaker 2: something that no AI slop could ever copy is you, you, you,
19:59
Speaker 2: the author. So Jeremy, I know we need to wrap
20:02
Speaker 2: up here, but I do have one other quick question too.
20:05
Speaker 2: Let's say, you know, you're talking in the context of consultants,
20:08
Speaker 2: but let's say you're a business developer at a company
20:12
Speaker 2: and maybe they, that company wants to write a book,
20:15
Speaker 2: maybe as a lead magnet or something like that, where
20:18
Speaker 2: they can share with their customers, their prospects. Are you
20:22
Speaker 2: able to help in that situation as well? I'm actually
20:25
Speaker 2: in personally, I'm asking that because with the company I
20:29
Speaker 2: support right now, I think that might be something very helpful.
20:32
Speaker 2: Is that feasible?
20:35
Speaker 3: Absolutely is. Yeah. So, you would create a, uh, a
20:39
Speaker 3: book that attracts who the ideal client is. And again,
20:42
Speaker 3: you need to have a profile. That's one of the
20:45
Speaker 3: very first things I do with people is you build
20:47
Speaker 3: a profile who an ideal client is at the end
20:49
Speaker 3: of the road, right? So you want to identify who
20:51
Speaker 3: that ideal client is and some specifics. So that way
20:55
Speaker 3: your book can have some specifics. So, uh, imagine this would,
20:59
Speaker 3: this would ideally be the flow in that situation is, uh,
21:04
Speaker 3: One of your ideal clients would be searching on Amazon
21:06
Speaker 3: for a solution to a problem that they have, right,
21:09
Speaker 3: within their organization. They privately, and the amazing thing about
21:13
Speaker 3: books as well is that people will search for solutions
21:16
Speaker 3: when they will not search for a consultant because it
21:18
Speaker 3: might be an embarrassing issue or something they don't talk
21:20
Speaker 3: about publicly. So this is all under the surface, things
21:23
Speaker 3: that we don't know. They're not publicly known, right? So
21:27
Speaker 3: they go on, they buy a book. They download the
21:29
Speaker 3: book or they get the physical paperback book. You need
21:32
Speaker 3: to have an elegant and simple non-promotional, non-pitching way that
21:37
Speaker 3: bridges the gap. I call it a book bridge, and
21:39
Speaker 3: it's a very specific way that we do that, that
21:41
Speaker 3: bridges the gap and brings them to a website to
21:44
Speaker 3: collect a lead. And now you have a lead that's
21:47
Speaker 3: on your database. It used to be Amazon's customer. Now
21:50
Speaker 3: it's your customer on that list. And those right there
21:54
Speaker 3: become the database that starts to build over time that
21:58
Speaker 3: then are potential clients that other people within the organization
22:02
Speaker 3: can then utilize. So that would be the way that
22:05
Speaker 3: I would do it. It's very similar to like, if
22:07
Speaker 3: you think about like a lead generation site where they
22:10
Speaker 3: rank sites for like best plumber in area type of
22:14
Speaker 3: a thing, and then they get the leads and now
22:16
Speaker 3: you have all this leads, you can sell those leads
22:17
Speaker 3: to different companies. Same kind of idea. You can have
22:20
Speaker 3: different people within your organization that get those different leads.
22:23
Speaker 2: Okay, great. Yeah. So this works for consultants. It works
22:26
Speaker 2: for companies as well.
22:27
Speaker 3: Oh yeah, we've done it for companies.
22:29
Speaker 2: As All right. Excellent. Excellent. Well, folks, today we talked
22:32
Speaker 2: with Jeremy Jones and his new book that he co-wrote
22:36
Speaker 2: with Justin Michael. And the book is called The New
22:40
Speaker 2: Genius Code. It's available on Amazon. Jeremy, just let me
22:44
Speaker 2: wrap up with a quick summary of what we talked about.
22:46
Speaker 2: Tactic number one is identify that profile, that key persona,
22:50
Speaker 2: that person that you're talking to, the person that you
22:53
Speaker 2: want to help with your genius, your value that you
22:56
Speaker 2: want to bring to them. And then the second thing
22:58
Speaker 2: is you really have to set yourself up for success.
23:01
Speaker 2: You have to understand the title, the subtitle, those keywords
23:05
Speaker 2: that are really going to show up on Amazon and
23:08
Speaker 2: really speak to those folks that are trying to solve
23:11
Speaker 2: a problem. That type of homework is so critical. People think, oh, well,
23:16
Speaker 2: I just need to write what the contents of the book.
23:19
Speaker 2: It's the stuff outside the book. It's the stuff on
23:21
Speaker 2: the cover. That really helps drive the success engine on
23:26
Speaker 2: the back end. And then finally, you really have to
23:29
Speaker 2: dial into your genius code. What's that recipe that you have,
23:34
Speaker 2: but it also includes your personality, your history, these life
23:38
Speaker 2: experiences that are so valuable, so critical for other people
23:42
Speaker 2: to hear about. And those are just the first three
23:46
Speaker 2: tactics from Jeremy's newest book. Jump into the book, get
23:52
Speaker 2: your copy on Amazon, Jeremy, how can folks connect with you,
23:56
Speaker 2: particularly if they want to write a book, they have
23:58
Speaker 2: a story in their mind, they want to just release
24:01
Speaker 2: it to the world? How do they do that?
24:04
Speaker 3: Yeah, so what we talked about is some of the
24:06
Speaker 3: raw materials. So you can start to build out some
24:08
Speaker 3: of these raw materials. And just like if you're to
24:10
Speaker 3: build a home and you can run down to the
24:11
Speaker 3: Home Depot, Home Depot's got all the raw materials. You
24:14
Speaker 3: can go, oh, I need this lumber. I need these bolts.
24:16
Speaker 3: I need all these things. You have all the raw materials, right?
24:19
Speaker 3: but you need to be able to architect a plan
24:21
Speaker 3: and I call it a blueprint. So you need to
24:23
Speaker 3: create a profitable plan and the ecosystem of the book.
24:26
Speaker 3: So if you would like help with that, I map
24:29
Speaker 3: out what that process looks like. And if you'd like
24:31
Speaker 3: my help, you actually get a guide where you can
24:34
Speaker 3: follow along on what that means and how that is
24:36
Speaker 3: by going to your book, blueprint.com. So on your book, blueprint.com,
24:40
Speaker 3: you can kind of see the whole process and how
24:42
Speaker 3: it works.
24:43
Speaker 2: Okay. Sounds great. Well, Jeremy, thank you so much for
24:47
Speaker 2: sharing these really exciting tactics with us and bringing so
24:51
Speaker 2: many business development authors to market and really enabling them
24:55
Speaker 2: to share their genius with the rest of the world.
24:58
Speaker 2: Thank you so much for joining us today.
25:00
Speaker 3: Thank you, Tony.
25:01
Speaker 2: Appreciate it.
25:03
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