Latest / The Efficient Advisor: Tactical Business Advice for Financial Planners / 223: How to Write a Book in Just 6 Weeks with Guest Paul McManus

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223: How to Write a Book in Just 6 Weeks with Guest Paul McManus · The Efficient Advisor: Tactical Business Advice for Financial Planners

• 0:00
  Speaker 1: Okay, be honest, you want to write a book, don't you?
• 0:05
  Speaker 1: It's the ultimate Swiss army knife of marketing, prospecting and authority building.
• 0:11
  Speaker 1: But when you think about it, do you dismiss it?
• 0:14
  Speaker 1: Because of a couple of reasons.
• 0:15
  Speaker 1: Right One it sounds hard.
• 0:17
  Speaker 1: Two, you don't know what you would write about that hasn't been written about before.
• 0:22
  Speaker 1: Three, you're not any good at writing.
• 0:25
  Speaker 1: Or four, you don't even know where to start.
• 0:29
  Speaker 1: And let's not even get into who has the time for this.
• 0:31
  Speaker 1: Right, and how do I know what you're thinking?
• 0:33
  Speaker 1: Because you're not alone.
• 0:34
  Speaker 1: I have forever said I want to write a book, but I get so stuck before I even get started.
• 0:41
  Speaker 1: And we are in luck because today's podcast is going to wipe away all of our fears and doubts and my guest, Paul McManus, is going to show us how to write a book and get this.
• 0:51
  Speaker 1: Just six weeks, no more excuses, no more putting it off.
• 0:55
  Speaker 1: If it's on your heart, it is time to do it.
• 0:58
  Speaker 1: And it turns out it's a lot easier than any of us think.
• 1:02
  Speaker 1: And look, I know you're here because you, more than just want to write a book.
• 1:16
  Speaker 1: You know it's possible to have energy leftover for your family and still have your dream business.
• 1:24
  Speaker 1: And you know the business I'm talking about, the one that you are running and making all of the calls instead of it running you.
• 1:32
  Speaker 1: If you're new to the Efficient Advisor, welcome.
• 1:34
  Speaker 1: I'm Libby Grywe and I started, built and sold by 37, a 100% referral only planning practice that I grew to seven figures as a solo advisor, all while working just three days a week and taking off 14 weeks a year.
• 1:44
  Speaker 1: So that I grew to seven figures as a solo advisor, all while working just three days a week and taking off 14 weeks a year, so that I could be a super present mom, wife, friend, sister, daughter and, frankly, doing some other stuff that I like doing outside of the office.
• 1:57
  Speaker 1: And I'm here just to walk alongside you, right, and I'm going to show you exactly how to do the same thing for yourself to help you take immediate action on the most important strategies so that you can scale, organize and create less stress and overwhelm in your business.
• 2:12
  Speaker 1: Can I get an amen?
• 2:13
  Speaker 1: We are about to transform your practice, so move over exhaustion and get out of the way.
• 2:19
  Speaker 1: Advisor ADD.
• 2:19
  Speaker 1: It is time to take that one right next step to build a business and a life that you love.
• 2:26
  Speaker 1: So let's dive into this conversation with Paul McManus.
• 2:29
  Speaker 1: All right, Paul, welcome to the show.
• 2:32
  Speaker 1: I'm so excited you are here.
• 2:34
  Speaker 1: I think writing a book has been on everybody's bucket list, including mine when I was an advisor, and I think about it all of the time now.
• 2:42
  Speaker 1: So I am really, really excited that you are here to unpack this and to make it super easy for me to move this from my like bucket list dream brain dump into reality.
• 2:54
  Speaker 1: And I know so many advisors listening have shared like, oh, I would love to write a book and I want to, you know, be have more authority when it comes to my marketing and my prospecting.
• 3:05
  Speaker 1: So, thank you, thank you for being here.
• 3:08
  Speaker 2: Yeah, it's my pleasure.
• 3:09
  Speaker 2: I'm excited to be here today.
• 3:11
  Speaker 1: Yeah, so why don't you take us back to 2016, when you started working specifically with financial advisors and helping them get a book up and running?
• 3:29
  Speaker 2: book up and running Absolutely.
• 3:30
  Speaker 2: So I started.
• 3:30
  Speaker 2: I started my my online marketing agency called more clients, more fun, back in 2015.
• 3:33
  Speaker 2: And it was in 2006.
• 3:34
  Speaker 2: So I'm not a financial advisor myself, but it was in 2016 that my very first financial advisor client found me, and his name was Shane Walls.
• 3:45
  Speaker 2: And the long story short over the next couple of years, I helped him go from earning a couple hundred thousand dollars of commission on a pretty consistent basis, which is where he started to earning over two and a half million dollars of commission in about two years, and so that excited him.
• 4:04
  Speaker 2: Obviously, that excited me, just seeing that kind of transformation that I could help someone achieve, because I mean, it was just remarkable.
• 4:11
  Speaker 2: And from there, his producer group, his life insurance carriers, et cetera, they started asking him so what are you doing here?
• 4:21
  Speaker 2: What's your secret sauce?
• 4:22
  Speaker 2: What's going on?
• 4:23
  Speaker 2: And that really got me fully into working exclusively with financial advisors because they started inviting me to speak.
• 4:32
  Speaker 2: And I love working with financial advisors for a variety of reasons, one just being that you know, by and large, they're fun people to hang out with.
• 4:39
  Speaker 2: We're a special brand of crazy, it's true, you know, and I'm going to say something I don't mean to be offensive, but, for example, I've tried working with CPAs and they're just not that's a totally different brand of crazy, totally different right.
• 4:56
  Speaker 2: Just as a quick aside, I found that a former CPA who's now an advisor is a perfect mix for me.
• 5:01
  Speaker 2: But ultimately, financial advisors they make a big impact on people's lives, or they can, and I mean from my standpoint.
• 5:10
  Speaker 2: They're typically willing to invest in marketing, which is my business, and ultimately they're just really cool, fun people to hang out with, and so I've just loved working with them since 2016.
• 5:20
  Speaker 2: And now fast forward.
• 5:21
  Speaker 2: It's what?
• 5:22
  Speaker 2: Eight years later?
• 5:22
  Speaker 2: And I've just had so much fun and success and now really helping them to write and publish books, which is really the backbone of everything that we do.
• 5:33
  Speaker 1: I love that, and so I love the name of the more clients, more fun.
• 5:36
  Speaker 1: I love that, so I'm a big fan of like our kind of.
• 5:39
  Speaker 1: The thing I always talk about is three E's, like it has to be efficient, but it has to be effective and, most importantly, it has to be enjoyable, right.
• 5:46
  Speaker 1: If you're not having fun doing it.
• 5:47
  Speaker 1: What's the point?
• 5:48
  Speaker 2: Yes, yes.
• 5:50
  Speaker 1: Okay.
• 5:50
  Speaker 1: So I feel like I have so many questions I'm trying to figure out.
• 5:54
  Speaker 1: Where do I even begin?
• 5:55
  Speaker 1: So why don't you tell us about the six-week blueprint?
• 5:59
  Speaker 1: So this idea of writing a book is so daunting to me, and just the fact that you're telling me that I can do it in six weeks is like life changing.
• 6:08
  Speaker 1: So how did you stumble across this formula?
• 6:11
  Speaker 1: Tell us a little bit about it.
• 6:12
  Speaker 1: And like am I understanding that right?
• 6:14
  Speaker 1: Like is this like six weeks of work?
• 6:18
  Speaker 2: Yeah, it very much can be.
• 6:19
  Speaker 2: So let's, if we can, let's step, step back for just a second.
• 6:24
  Speaker 2: And really I think dialing into the why write a book is important Because even if it's six weeks, it still takes effort, like with anything valuable in life.
• 6:34
  Speaker 2: And to me, the reason why someone, an advisor especially, should write a book is that we all think, oh, wow, if only I had the time to do this, that would be great.
• 6:46
  Speaker 2: And it's actually the opposite.
• 6:48
  Speaker 2: When you have a book, it's the ultimate positioning tool.
• 6:53
  Speaker 2: I like to say that the first six letters of the word authority are actually author and our culture just has enormous respect for authors.
• 7:01
  Speaker 2: Even in this today, in 2024, in this digital world, when you say that you're an author, people immediately your status, your assumed expertise, immediately goes up.
• 7:13
  Speaker 2: I saw some statistic recently that the marketplace will assume that you have more knowledge and credibility if you're an author, more so than if you're a PhD.
• 7:24
  Speaker 2: Right, which is funny in one way.
• 7:27
  Speaker 2: Right, because a PhD typically goes through years of hard ruling, work and training.
• 7:33
  Speaker 2: And here I am saying, hey, you can become an author in six weeks, and it's actually true that the author's going to get more business opportunity and be seen as more valuable in the marketplace than the PhD, and so I like to, I like to let people know that it's the ultimate.
• 7:53
  Speaker 2: I mean, you know this whole podcast is called the efficient advisor, correct, and so it's like how do you make life easier, how do you get people to say yes sooner?
• 8:03
  Speaker 2: How do you shorten the sales cycle?
• 8:05
  Speaker 2: How do you get people coming to you instead of you chasing after them?
• 8:10
  Speaker 2: And there's different ways to do it, but ultimately, in my experience, what I've found is that a book and being an author is one of the most efficient ways to get there.
• 8:20
  Speaker 1: Yeah, okay, so.
• 8:21
  Speaker 1: No, this makes tons and tons of sense.
• 8:23
  Speaker 1: So, like even being someone who is like a keynote speaker right, like I always am, like, ah, if I could just add that stupid author thing behind my name, I know that would be significantly more helpful.
• 8:34
  Speaker 1: Okay, so I asked you a question, but I'm going to back up and ask like 37 other questions.
• 8:39
  Speaker 1: So my listeners are like, yeah, that feels right.
• 8:41
  Speaker 2: So, we'll get to that question, I promise.
• 8:43
  Speaker 1: But so for the advisors sitting there saying like, yeah, okay, I hear you, paul, I would love to have a book.
• 8:49
  Speaker 1: But, like, what is left to be written about?
• 8:52
  Speaker 1: Right, like I work with people who are getting ready to retire, there's only 6,472 million financial advisory books out there.
• 9:00
  Speaker 1: Like, how do I actually write a book and stand out Like how do I figure out what the heck I'm going to write about and you know, and who am I even writing this for and how am I going to use it?
• 9:10
  Speaker 1: So that's like really kind of where I want to get.
• 9:11
  Speaker 1: So, like, how do you come up with a topic?
• 9:14
  Speaker 1: Like how do you overcome that fear for advisors that there's nothing left to write about?
• 9:19
  Speaker 2: Yeah, yeah, perfect question.
• 9:21
  Speaker 2: And ultimately that you.
• 9:23
  Speaker 2: Ultimately there's a term for this, which is imposter syndrome.
• 9:28
  Speaker 2: And part of that is, for many people and it's funny, right?
• 9:31
  Speaker 2: I mean, you can be a true expert, one of a handful of people that can do what you do, and I've literally worked with people like this, and they still have what's known as imposter syndrome.
• 9:43
  Speaker 2: Who am I to write a book?
• 9:44
  Speaker 2: What do I have to offer the world?
• 9:46
  Speaker 2: What can I say?
• 9:47
  Speaker 2: That hasn't already been said and this affects all of us at some level.
• 9:52
  Speaker 2: So it's really interesting.
• 9:53
  Speaker 2: And if you're thinking that, you're definitely not alone.
• 9:55
  Speaker 2: So I like to reframe it a little bit.
• 9:59
  Speaker 2: And the books that we help our clients write.
• 10:02
  Speaker 2: First and foremost, it's a positioning tool, it's a marketing tool, it's a sales conversion tool.
• 10:10
  Speaker 2: I like to say it's the ultimate Swiss army knife.
• 10:13
  Speaker 2: And so if you start saying okay, if you start comparing yourself, let's say to you know, suze Orman, dave Ramsey, tony Robbins, and what do I have to say?
• 10:23
  Speaker 2: That people like that, if you start competing against them, in your mind, that's not the track you want to go down.
• 10:30
  Speaker 2: What you really want to think about is, in many cases, especially if you're working with high net worth clients.
• 10:37
  Speaker 2: They typically already have an advisor, and to get them to go from where they are to working with you, something has to happen, meaning they either have to be exposed to a new idea, a new solution, they have to be dissatisfied with their current advisor.
• 10:53
  Speaker 2: And at the end of the day, I think people, especially when you're making more money, you want to do your due diligence, and so the proper frame is when you're competing, say, against two or three other advisors, do you want to be the person with the book or without the book?
• 11:10
  Speaker 2: Right?
• 11:10
  Speaker 2: And so when someone's evaluating you against two other people, maybe all your presentations, they all sound good, they're all decent, but what tips the scale in your favor where they choose you over them and we'll get into this, I'm sure, as we go forward they choose you over them, and we'll get into this, I'm sure, as we go forward.
• 11:27
  Speaker 2: But part of our secret sauce is what we call the short book formula, and ultimately it's to write a book that is not only easier to do but, on the flip side, you actually want your ideal prospects and clients to take the time to read the book, cover to cover, as part of that sales process, and that's why the short book formula typically can be read in about 60 to 90 minutes.
• 11:50
  Speaker 2: And it's remarkable.
• 11:51
  Speaker 2: I mean, I was just at an event and I passed out a ton of my books and the responses that I got was I read your book on the flight home and then they show up on my calendar.
• 12:02
  Speaker 2: They're like okay, I'm ready to move forward.
• 12:04
  Speaker 2: What's next?
• 12:06
  Speaker 2: Right, you know, think of that.
• 12:09
  Speaker 2: Time efficiency.
• 12:09
  Speaker 2: Right, I don't have to sit there and say, well, my name is so-and-so and this is what I do, and these are the benefits of writing a book, et cetera, et cetera.
• 12:14
  Speaker 2: It's like they show up and really my question is what are your questions?
• 12:18
  Speaker 2: How can I help?
• 12:19
  Speaker 2: And they tell me exactly what they need.
• 12:21
  Speaker 1: Well, and I love that too, Cause I think about that, Like.
• 12:23
  Speaker 1: So my absolute one of my favorite business books is very tiny, very short, super easy.
• 12:29
  Speaker 1: I tell advisors all the time like you can read it in like two hours or less, Like it's so simple to read and people read it like that.
• 12:36
  Speaker 1: Versus some of the other books that I mentioned that are much beefier, meatier, I feel like it goes on the list right Like we all have that like the list to read versus like oh, it showed up, it's little.
• 12:47
  Speaker 1: I just started flipping through it before I knew what I was done.
• 12:49
  Speaker 2: Exactly.
• 12:49
  Speaker 2: But that's exactly right.
• 12:51
  Speaker 2: And I'm curious what was the name of the book that you're referencing?
• 12:55
  Speaker 1: It's called Built to Sell by John Borlo.
• 12:57
  Speaker 1: Okay, interesting, and it's funny because it's written like a fiction novel.
• 13:01
  Speaker 1: It it's funny because it's written like a fiction novel.
• 13:02
  Speaker 1: It's the weirdest little bit.
• 13:03
  Speaker 1: It's an obscure little book but I love it and it's crazy impactful and it's not a lot of fluff.
• 13:14
  Speaker 2: Yeah, 100%.
• 13:14
  Speaker 2: And I'll give you some examples of other books.
• 13:15
  Speaker 2: And so you know, even though I wrote the book, the short book formula, I can't say that I totally invented the concept.
• 13:17
  Speaker 2: And so here's a couple books that you know have stood the test of time the Art of War by Sun Tzu this is written what thousands of years ago and it's still read today by a variety of people.
• 13:31
  Speaker 2: There's actually I don't know if you know this, but there's a book that came out in the I think it was the 19th century, called On War, by someone named Klaus Wetz, and it was meant to be the Bible of strategy and everything, but no one reads it.
• 13:44
  Speaker 2: It's too long, it's too complicated, it just takes too much time.
• 13:47
  Speaker 2: Whereas the Art of War is, you know, it's a thin book, I mean, you know, and people read it to this day.
• 13:52
  Speaker 2: I'll give you a couple more examples.
• 13:54
  Speaker 2: Have you heard of the Prince by Niccolo Machiavelli?
• 13:59
  Speaker 2: No, so the Prince?
• 14:08
  Speaker 2: He was, I guess, a political philosopher back in the I think it was the 16th century back in Italy, and he wrote a book that still impacts society today.
• 14:15
  Speaker 2: People talk about and, interestingly, and this fits right into the concept that we talked about.
• 14:20
  Speaker 2: So one of the words I use is that your book is your salesperson in print, meaning that it can do a lot of the heavy lifting for you before you ever speak one-on-one with a client.
• 14:31
  Speaker 2: And his book, of course, is less than a hundred pages and he literally lost his job in the government at that time and he was trying to get his job back, and so he wrote the book really, as I also say, a sales letter in disguise to try to advise the that Empowered Medici family about the value that he brings to the table and why they should take him back, and all these different things we help advisors write, which is to how do you position yourself so that your ideal client, prospect, et cetera, sees the value that you bring, understands the value that you bring?
• 15:13
  Speaker 2: So by the time they show up on your doorstep or on your Zoom room, they're already, for the most part, pre-sold.
• 15:19
  Speaker 1: Yes, yes, okay, I love it, okay.
• 15:21
  Speaker 1: So you mentioned one of my favorite phrases ideal clients.
• 15:24
  Speaker 1: So I am a huge stickler.
• 15:26
  Speaker 1: So in our group coaching program we spend the first like four or five weeks doing like a ton of foundational work, which I always joke is like I roll.
• 15:34
  Speaker 1: Work for advisors are like.
• 15:35
  Speaker 2: I know I need to do it, but nobody wants to do it Like it's important.
• 15:38
  Speaker 1: How, before I write a book like, how important is it that I have a pretty dialed in ideal client avatar?
• 15:46
  Speaker 2: Yeah, ideally no pun intended is you should have it.
• 15:53
  Speaker 2: You should be writing the book to one person.
• 15:55
  Speaker 2: You should be writing the book to your perfect client, the person that, the client that you want to attract more of.
• 16:03
  Speaker 2: I'm sure for many people we have a variety of clients and they may not all fit the same ideal client profile, but ultimately it's.
• 16:11
  Speaker 2: I would say a book is a bridge to the future you're looking to create right, and so many advisors don't have a really dialed in niche market, so to speak.
• 16:22
  Speaker 2: A lot of them, you know it's okay, I work with pre-retirees and I get that, but how do you differentiate yourself?
• 16:29
  Speaker 2: And so anything that can signal to your ideal reader that you understand them, you understand the concerns that they have and you're the natural fit to them.
• 16:39
  Speaker 2: So the more dialed in you can make that, the more effective the book's going to be.
• 16:45
  Speaker 2: I'll give you an example of a book we literally just published yesterday.
• 16:49
  Speaker 2: So this is an example of an extremely dialed in book.
• 16:52
  Speaker 2: The book is called the Art of Collaboration.
• 16:57
  Speaker 2: It's actually co-authored by one, a financial advisor, and two a CPA, and they're both very successful.
• 17:04
  Speaker 2: They run a very successful coaching company.
• 17:06
  Speaker 2: Helping advisors and accountants essentially come together and, as they say, stop the war and start collaborating together.
• 17:13
  Speaker 2: But it has a super specific audience.
• 17:16
  Speaker 2: Right, it's the financial advisor and it's the CPA, from both their perspectives on how they can come together.
• 17:24
  Speaker 2: Now, that's an example of a super dialed in book where you know that's going to attract the right people.
• 17:30
  Speaker 2: Right, that's a book that's going to stand out and if you're one of those people, you're going to automatically say, okay, I need to get that book Now.
• 17:36
  Speaker 2: On the flip side, and if you're one of those people, you're going to automatically say, okay, I need to get that buck Now.
• 17:39
  Speaker 2: On the flip side, we also have people that say, hey, I really simply work with pre-retirees and at that point what we try to do is to really make sure that we're telling your story well and not just the products and services, because that's, you know, I don't want to say boring, but that's not always interesting.
• 17:58
  Speaker 2: But really, who are you as an advisor?
• 17:59
  Speaker 2: What do you bring to the table, what are your value proposition, etc.
• 18:02
  Speaker 2: So that when a reader, you know they may not discover you on Amazon and immediately want to buy your book, but when you insert it as part of your existing marketing, sales efforts, etc.
• 18:14
  Speaker 2: It really is a difference maker in terms of getting people to say yes that much faster, because they have a chance to get to know you in advance as part of it.
• 18:24
  Speaker 2: So so there's a range there.
• 18:26
  Speaker 1: Okay, I love it.
• 18:26
  Speaker 1: Okay, so I know who I'm speaking to.
• 18:29
  Speaker 1: I have my ideal client avatar kind of dialed in.
• 18:33
  Speaker 1: I know sort of my own DNA as a planner and the type of work that I enjoy.
• 18:45
  Speaker 2: How do I bring a book to life in six weeks?
• 18:46
  Speaker 2: Yeah, no, 100%.
• 18:47
  Speaker 2: So it starts with setting aside the notion that you have to write that war and peace novel, you know, and it's I mean, it's really funny because I work with obviously a variety of people on this and they get two types of people.
• 18:57
  Speaker 2: Either one I have so much to say and then the other is like I don't know what to say.
• 19:02
  Speaker 2: Right, and those are the two extremes.
• 19:05
  Speaker 2: So the short book formula, the way that we have devised it, is that our standard book is 12,000 to 15,000 words in length.
• 19:17
  Speaker 2: Now, there's a reason for that it equates to roughly a hundred page book when it's printed out, but, more importantly, it's a book that can be read cover to cover in about 60 to 90 minutes, and that's really the key, as I think I may have mentioned before.
• 19:32
  Speaker 2: So when you have that constraint and that target, well, now it shifts the conversation from thinking okay, what are the you know all these things I need to talk about and to seem smart to okay, I really have a constraint here and I need to be concise and purposeful with my words.
• 19:50
  Speaker 2: For us, our typical client is not a writer.
• 19:53
  Speaker 2: Now, you know, do they write a blog post occasionally?
• 19:55
  Speaker 2: Maybe, maybe not, but we start from the premise that they're not a writer.
• 19:57
  Speaker 2: Now, do they write a blog post occasionally?
• 19:58
  Speaker 2: Maybe, maybe not, but we start from the premise that they're not a writer.
• 19:59
  Speaker 2: And so our process, and the reason we're able to do this in six, or in as little as six weeks, is that we simply have them talk out the content of the book with us, and so what that looks like is that generally, we meet with them once a week on Zoom.
• 20:16
  Speaker 2: It's very structured and advanced.
• 20:18
  Speaker 2: We design okay, what's the purpose of the book, who's your ideal client, et cetera.
• 20:22
  Speaker 2: I'm happy to get into more details, appropriate, but ultimately, over six one-hour Zoom calls, we have them talk out the book.
• 20:27
  Speaker 2: That creates generally 50,000 words of conversation, and then we take that and we turn that into a polished first draft, which is roughly 12 to 15,000 words.
• 20:39
  Speaker 2: And so, essentially, the reason it can be done so quickly and efficiently is that we don't expect our client to write per se, but what we do expect is that they have a story, they have a point of view, they have a purpose, they want to use this as a positioning tool, they want to use this as a marketing tool, lead generation tool, sales conversion tool, and that they, if we give them the right environment, they're going to be able to talk out.
• 21:04
  Speaker 2: You know who they are, what makes them different, who their ideal client is, share stories with us, et cetera, and that's what allows us to do it efficiently.
• 21:12
  Speaker 1: Okay, I love this, so I write a book.
• 21:15
  Speaker 1: I get it done in six weeks.
• 21:17
  Speaker 1: I have you help, kind of pull out of me a unique spin on something that I maybe feel like, okay, I don't know what to say, I don't know how to write, I really don't know what makes me special.
• 21:28
  Speaker 1: You'll pull that out of me Once I have this book in hand.
• 21:32
  Speaker 1: How do I use it to create that authority with clients without being like hey, I got a book Like how do I put it out into the world where people will?
• 21:41
  Speaker 1: then read it.
• 21:43
  Speaker 2: Yeah, no fantastic question, and I think that's one of the biggest questions we get right Because, you know, even though it's a streamlined process, it still takes time, energy resources, et cetera, and no one wants to go through this and be like, okay, my mom read my book and she's proud of me.
• 21:58
  Speaker 2: I mean that's always nice, I mean you know, and honestly I don't know that my mom has read my book, because every time I meet with her for dinner she's like.
• 22:05
  Speaker 2: She's like, like mom, what do I do for work?
• 22:07
  Speaker 2: She's like I don't.
• 22:07
  Speaker 2: I don't really know.
• 22:08
  Speaker 2: Yeah, that's my mom always goes.
• 22:12
  Speaker 1: I watched your podcast.
• 22:13
  Speaker 1: I'm like mom, you can't watch a podcast.
• 22:15
  Speaker 1: I'm not sure what you're watching, At least mine.
• 22:18
  Speaker 1: Okay so yeah, so what do I?
• 22:21
  Speaker 1: So I have this book in hand, right?
• 22:23
  Speaker 1: So you know, I have a dream to write a book.
• 22:24
  Speaker 1: So, once I have my book, how do I yeah, how do I get it out into the world?
• 22:28
  Speaker 1: Like, what does an advisor do besides just give it to clients that have already walked in the door?
• 22:34
  Speaker 2: Yep.
• 22:34
  Speaker 2: So there, to me it's the ultimate Swiss army knife and there's so many use cases for it and I'm just I'm going to try to think about multiple use cases and it really depends on the person, what they're currently doing and how it can add value, and so I'll just think through some examples.
• 22:53
  Speaker 2: So in your case and maybe we can just do like a little, you know, real time session.
• 22:59
  Speaker 2: So first question I ask, and I'll ask this to you is, you know, based on what you currently do in all your marketing and everything else, what do you think is the best way to utilize the book?
• 23:13
  Speaker 1: Oh, my goodness gracious, that's an amazing question, oh gosh.
• 23:18
  Speaker 1: Okay, I feel like it would be something that would be great.
• 23:22
  Speaker 1: So people who are considering hiring us for coaching or joining our group coaching program, having a primer that they can go to and get a lot of really great tactical things that they can implement easily and then see immediate results from and know that there's so much deeper that we could go, that would really even more dramatically increase those results 100%, and that's the perfect example of the book I mentioned earlier.
• 23:45
  Speaker 2: They have a coaching company, they do multiple millions of dollars a year in revenue.
• 23:50
  Speaker 2: They have a sales team, they have events, but it just further enhances the results.
• 23:56
  Speaker 2: It gets people that maybe aren't yet ready to talk to someone one-to-one.
• 24:01
  Speaker 2: It allows your ideal prospects to come to you and, done well, you showcase the value of what you do and ultimately they want more of it, and so that can be inserted in multiple ways.
• 24:15
  Speaker 2: It can be inserted into your marketing as part of a lead generation, it can be inserted as part of your sales process, but ultimately it's further building out your credibility, and what the net result is is that people tend to say yes, that much more quickly.
• 24:31
  Speaker 2: So that would be one use case in say, in say your example.
• 24:36
  Speaker 2: I think it would.
• 24:36
  Speaker 2: It would immediately enhance all the results that you get.
• 24:39
  Speaker 2: And then I'll ask the same question so, aside from that, what else do you currently think it might?
• 24:44
  Speaker 2: How might you currently use that based on what you do?
• 24:49
  Speaker 1: Yeah, so for keynote speaking, I think it would be helpful to have a book, because a lot of when I'm getting hired to do a keynote, they'll ask me for examples of content, so I send them, like you know what could be hours of podcast listening and it would be great to have a consolidated resource or I think even just like the joie de vivre of having a book alone right, kind of helps support the price that I charge and that you know I am an authority and yeah, although the imposter syndrome as soon as I and that you know I am an authority in although the imposter syndrome, as soon as I said that all the imposter syndrome just snuck in, right, I mean, isn't that funny?
• 25:22
  Speaker 2: And just I mean, if you don't mind, just tell us a little bit more.
• 25:24
  Speaker 2: I mean you know, I, you know.
• 25:26
  Speaker 1: I mean you do keynotes, you have this successful company you know you have all the you know you're makes a big impact.
• 25:38
  Speaker 1: I know what.
• 25:39
  Speaker 1: I've seen the results over and, over and over again for people.
• 25:41
  Speaker 1: But yeah, I think like, even just using that phrasing for myself, being like, because I'm in a like anytime someone calls me a thought leader, I giggle right, Instead of just being like yeah, sure that makes sense, Right Cause it's just, it's funny to.
• 25:54
  Speaker 2: I don't know, right, I don't know.
• 25:55
  Speaker 2: I wasn't raised to brag, right, we're raised to be super humble yeah.
• 25:59
  Speaker 2: No, and it's always great when other people yeah, I'm the same way.
• 26:02
  Speaker 2: I don't call myself a thought leader, but when other people use that word, it's like you know, it's like I giggle too, but it's also, you know, it's like, okay, I see why they arrived there and and really any kind of speaking One, I would say it'll get you more opportunities to be a keynote speaker.
• 26:19
  Speaker 2: So the same thing when places are evaluating, who do we want to have do the keynote?
• 26:26
  Speaker 2: And the thing with a podcast and I love podcasts, I have my own podcast is that there's so much content.
• 26:33
  Speaker 2: Okay, what do I send them?
• 26:34
  Speaker 2: Right?
• 26:34
  Speaker 2: I mean, I think you've done like 200 episodes, and okay, do I send them my whole library and have them listen to that, so that they then understand how amazing I am and all the value that I bring.
• 26:44
  Speaker 2: I expect you to listen to all of them before I consent to this.
• 26:47
  Speaker 2: Well, that's not going to work.
• 26:49
  Speaker 2: And so it's the same thing with a client.
• 26:51
  Speaker 2: It's that.
• 26:53
  Speaker 2: It's really.
• 26:53
  Speaker 2: It's the highlight reel, so to speak.
• 26:56
  Speaker 2: It's the one perfect message that you can give to someone.
• 27:01
  Speaker 2: You already have elevated status by the fact that you have a book.
• 27:06
  Speaker 2: We also have a program to help people become bestselling authors, which is another status symbol.
• 27:11
  Speaker 2: But ultimately, when that committee or that person is deciding who should we choose to do the keynote, they want to do their due diligence right, so they might listen to part of a podcast, but if you give them a book as part of that package, they now see exactly the value that you bring in their mind.
• 27:30
  Speaker 2: They already have elevated you to a higher level because you're an author, and so it just it.
• 27:36
  Speaker 2: Just you get more yeses and you get yeses more quickly.
• 27:40
  Speaker 2: In that example as well and I'll expand upon it is that ultimately?
• 27:44
  Speaker 2: I mean, I imagine that when you speak and anyone speaks, whether it's keynote or whether it's at a seminar, whether it's at a local Rotary club, you know we're speaking, probably for the most part, not to get paid for the most part, but for the speaking gig, but we're speaking to create awareness for what we do and we're also using that as a vehicle to bring on the right people as clients.
• 28:05
  Speaker 2: So imagine having this wonderful speech and people like, wow, that was so awesome, you know, I'm so happy I listened to it.
• 28:12
  Speaker 2: And then the phone doesn't ring or no one signs up on your you know, on your calendar, versus as part of that speech.
• 28:19
  Speaker 2: Hey, and, by the way, you know, either you know you can get my book here or you know I've gifted a copy of my book to everyone in attendance, or you can get a free version over here.
• 28:30
  Speaker 2: Well, that's a different thing.
• 28:31
  Speaker 2: That's a very, very powerful takeaway that gives that bridge for your audience to take the next step with you that I think absent.
• 28:39
  Speaker 2: A book you don't have, and I'll just add a couple more speaking.
• 28:44
  Speaker 2: You know what I do and what I help clients do is that we talked about, you know.
• 28:49
  Speaker 2: I think speaking is amazing.
• 28:50
  Speaker 2: I think a book and speaking are truly amazing.
• 28:52
  Speaker 2: And we talked about a little bit about having a podcast is great.
• 28:56
  Speaker 2: It's a lot of work, right, and so much work.
• 29:00
  Speaker 2: It's a lot of work and it has this place.
• 29:02
  Speaker 2: As long as you know it's a lot of work, it has this place.
• 29:04
  Speaker 2: What I like to do and what I'm doing right now is guest podcasting, and you know how do I get on.
• 29:11
  Speaker 2: You know, top shows like this, that I have, that my ideal, you know, you, you, you, your audience is my, typically my, ideal.
• 29:19
  Speaker 2: You know, client, reader, etc.
• 29:22
  Speaker 2: And how do I get an opportunity to have these conversations with you and your audience?
• 29:26
  Speaker 2: Well, the starting point is to have a book, right.
• 29:29
  Speaker 2: It's like, hey, you know, I have something to share, I have a message to share, and then, you know, I get more yeses that way, versus just saying you know, hey, I'm a salesperson and I want to, you know, get some new clients and so can I come on your show and, you know, talk about what I do, you know it's like no, no, go away.
• 29:43
  Speaker 2: That does not add value.
• 29:45
  Speaker 1: Right, yes, okay, I love it.
• 29:48
  Speaker 1: And I think the thing about a book that is promoting it here and there, it's kind of a one and done lives in perpetuity versus, you know, podcasts, I guess they live in perpetuity but they get shuffled down the line, right?
• 30:04
  Speaker 1: Or like social media content, right, it lives for such a short period of time in the algorithm.
• 30:10
  Speaker 1: That's something like a book is.
• 30:12
  Speaker 1: It has that permanency.
• 30:13
  Speaker 2: That that's 100% right and that's yeah, I mean in all.
• 30:18
  Speaker 2: Add to it Once you do the first book and this is part of the beauty of the short book is that you see the power in the, in how it impacts everything that you do Oftentimes people come back and say, hey, I want to write another book about this, about another topic, maybe another market that I serve, et cetera, and that happens all the time.
• 30:39
  Speaker 2: But you're 100% correct is that it has permanency and so, for the most part, once you've gone through that process with us and you've published the book, you're not constantly having to feed the marketing machine in the sense of more podcasts, more content, etc.
• 30:56
  Speaker 2: You really have this piece of marketing collateral that now you can use over and over and over again.
• 31:04
  Speaker 2: And what I like to share with people is that at that point, when you're speaking, it makes speaking easier, because now it's like when you go speak, what do you speak about?
• 31:12
  Speaker 2: Well, the book, the content, right.
• 31:14
  Speaker 2: You don't have to come up with 10 different topics to talk about.
• 31:16
  Speaker 2: You're going out and you're trying to find as many venues as possible to speak and talk about the content of the book, and so life becomes easier.
• 31:25
  Speaker 2: I mean it's so ironic because we think, hey, writing a book takes a lot of time, I don't have time.
• 31:29
  Speaker 2: No, life becomes easier.
• 31:31
  Speaker 2: You save a lot of time.
• 31:37
  Speaker 1: Yeah, okay, so an advisor gets their book published.
• 31:38
  Speaker 1: You know we talked about kind of how I would use it.
• 31:40
  Speaker 1: What have you seen?
• 31:40
  Speaker 1: So you mentioned, you know an advisor who went from several hundred thousand to several million, which I'm sure people were like let me like hit the back button real quick and just make sure I heard that right.
• 31:48
  Speaker 1: What kind of strategies have you seen the most successful advisors that have taken this idea of a book and really kind of tripled down on it, right, put the effort in and then really, really marketed it.
• 32:03
  Speaker 1: What ways are they doing that?
• 32:04
  Speaker 1: Like?
• 32:04
  Speaker 1: What really really tactical things do you see advisors doing that are really driving results?
• 32:08
  Speaker 2: Yeah, a hundred percent, and there's a variety in addition to what we've talked about, but first and foremost, the basics.
• 32:15
  Speaker 2: Right, it's let your clients know about this, and one of the things that we do and we offer even before we publish, is that we can help our clients become Amazon bestselling authors, which is kind of, I would say, authority squared right.
• 32:30
  Speaker 2: You know, being an author is respected and it's elevated, but then it's like hey, I'm not just an author, I'm a best-selling author, and part of that process to achieve that is to engage your existing network.
• 32:42
  Speaker 2: Now, who's your network?
• 32:43
  Speaker 2: It's your clients, it's your centers of influence, it's your email lists, it's all the people that you already have some sort of warm relationship with.
• 32:49
  Speaker 2: Let them become part of the journey.
• 32:55
  Speaker 2: There's a quote that I like is that people support a world that they help build, and so, instead of keeping everything a secret and then one day saying, oh, by the way, I wrote a book, no, it's, tell people about it.
• 33:05
  Speaker 2: Tell your clients during the process, let them know and also, once you're ready to publish, and list their support and getting it published, what tends to happen then is that you go from people that already like you and maybe do business with you, but you get a whole new level of I don't want to say loyalty, but maybe loyalty or some version of that.
• 33:26
  Speaker 2: You get people a fan base, raving fans, et cetera.
• 33:29
  Speaker 2: So that's the low-hanging fruit.
• 33:32
  Speaker 2: Additionally, I have a client right now.
• 33:34
  Speaker 2: He has a customer base.
• 33:35
  Speaker 2: I mean he's like super big, but he has a customer base.
• 33:37
  Speaker 2: I want to save a thousand or more clients and we're sending two copies of the book to his whole client base because the cost part of our books it's actually super cost-effective to print them.
• 33:49
  Speaker 2: So he's sending two copies of the book to his entire client base, one for his client, and then also a letter saying hey, you know, can you share this with so-and-so.
• 33:57
  Speaker 2: So that's like really the low hanging fruit.
• 34:00
  Speaker 2: And I can go on.
• 34:02
  Speaker 1: Yeah, please do More, more.
• 34:04
  Speaker 1: We want more tactical.
• 34:05
  Speaker 2: We love tactical stuff here.
• 34:06
  Speaker 2: So the next one is just centers of influence.
• 34:10
  Speaker 2: You know, I think for many of us it's centers of if you can become.
• 34:16
  Speaker 2: You know, and let me take a really specific example.
• 34:17
  Speaker 2: So you know a lot of advisors that I work with.
• 34:20
  Speaker 2: They build CPA relationships and so they might have something called a virtual family office, and part of the thing there is that they need to get a CPA to work with collaboratively and the thinking is that once they have the CPA relationships now they have access to the CPA's list of clients.
• 34:35
  Speaker 2: So there's two levels there.
• 34:37
  Speaker 2: There's one well, cpas are busy people and they're oftentimes distrustful of advisors because they think that the advisor wants all their clients, which is kind of true.
• 34:46
  Speaker 2: But how do you do that in such a way where the CPA doesn't see this as a threat but as an opportunity where they're excited to partner with you.
• 34:53
  Speaker 2: And to do that in such a way where the CPA doesn't see this as a threat but as an opportunity where they're excited to partner with you and to do that?
• 34:56
  Speaker 2: One is to elevate your status, have the book, have something non threatening, and oftentimes this could be a book written to the CPA as an example.
• 35:03
  Speaker 2: So one, you create a lot more center of influence, or you can create a lot more center of influence relationships.
• 35:10
  Speaker 2: And then, once you have the center of influence relationship, well, how do you successfully, how do you efficiently target and communicate to that person's client base?
• 35:20
  Speaker 2: Well, a book is a great vehicle, right?
• 35:22
  Speaker 2: So you know, just in that example, okay, now the CPA says, yeah, I want to work with you and I want to, you know, introduce you to my client base.
• 35:31
  Speaker 2: Well, can I send everyone a book and talk about what we're doing together?
• 35:35
  Speaker 2: Sure, that's a very non-threatening, easy way to go from complete stranger to now.
• 35:41
  Speaker 2: Suddenly, you have a center of influence and now you're positioned to that person's existing clientele in an extremely powerful way.
• 35:51
  Speaker 2: And you can just do that with any center of influence.
• 35:53
  Speaker 2: I mean, that is literally where you can create what I would call quantum growth.
• 35:58
  Speaker 1: Yes, okay, I love that.
• 36:00
  Speaker 1: So, okay, I'm like kind of obsessed with this idea.
• 36:03
  Speaker 1: So, as we're talking, like my ADD brains over here going, I have 47 books that I want to write now, like 47 short books that I'd like to write now like 47 short books that I'd like to write.
• 36:17
  Speaker 1: What else is important before we wrap up for an advisor to consider, when you know kind of deciding like, okay, do I need to like is this something I should do for myself?
• 36:24
  Speaker 1: Like it's been on the list or maybe even hasn't been on the list for people listening and they're like, oh, this makes a ton of sense to have that authority to have.
• 36:30
  Speaker 1: What else do we need to think about before we like show up and say, paul, help me write a book.
• 36:36
  Speaker 2: Yeah, and so a couple of things.
• 36:39
  Speaker 2: One question that oftentimes comes up is compliance.
• 36:42
  Speaker 2: Well, can I get this book approved?
• 36:45
  Speaker 2: And you know there's some variation there, but by and large, everyone that comes to us and we work with is able to successfully write and publish a book, and that extends both from the independent channel broker dealers, RIAs, as well as right now we're working with a lot of clients from a company called Ameriprice, and so we can help you successfully navigate.
• 37:10
  Speaker 2: That, I guess, is the bottom line, and I'm sorry, the question was what else do we need to think about?
• 37:17
  Speaker 1: compliance, perfect example.
• 37:18
  Speaker 1: What else do I need to be thinking about before I like, make the appointment and be like?
• 37:22
  Speaker 2: Hey, I want to write a book, yeah, and.
• 37:24
  Speaker 2: And so I would say, and I'll, you know this is a shameless plug, but go and get a copy of my book, you can read it.
• 37:33
  Speaker 2: I'll and know this is a shameless plug, but go and get a copy of my book, you can read it.
• 37:36
  Speaker 2: And at the end of this I'll say you know, I'll let you know we're gonna get a complimentary copy of the audio book, but you can literally listen to it or read it in an hour and it'll fill in some additional details that maybe we haven't had a chance to talk about.
• 37:46
  Speaker 2: But really, I think, at the end of the day, it's that if you think this is a good idea, it's to take the next step.
• 37:56
  Speaker 2: It doesn't mean that you have to execute.
• 37:57
  Speaker 2: It just means that it's very normal and natural that you have questions.
• 37:58
  Speaker 2: I mean, hopefully, at this point you're excited to like, wow, this could really be significant for what I do.
• 38:03
  Speaker 2: I'm excited about that.
• 38:05
  Speaker 2: So that's you, then you definitely want to explore it.
• 38:08
  Speaker 2: If that's not you, then you know hey, maybe it doesn't, it's not there.
• 38:13
  Speaker 2: But I think the main thing is that you don't know what you don't know, and that's very natural.
• 38:18
  Speaker 2: And there's a lot of psychological things that come up.
• 38:20
  Speaker 2: I don't have time you know who am I to write a book and all these things that we can help navigate with you and together.
• 38:26
  Speaker 2: So it goes from this daunting task of I don't know where to start and you have this fuzziness, to really it's like hey, in the next six to 12 weeks I can become a published author and that's what we want to help explore with you, because it really is that.
• 38:42
  Speaker 2: I don't want to say simple, but it really is that straightforward.
• 38:46
  Speaker 1: Okay, I love that.
• 38:47
  Speaker 1: All right, so I'm all excited, I don't know.
• 38:50
  Speaker 1: So I'm going to have maybe I'll start a thread in our Facebook community and just be like okay, who's writing a book with me?
• 38:54
  Speaker 1: Let's somebody hold me accountable to actually making it happen.
• 38:58
  Speaker 1: I love that.
• 39:00
  Speaker 2: If I can add.
• 39:00
  Speaker 2: I mean that's really it right and that's really why most people, when they try to go it alone, it becomes this long rabbit hole that never you know that they never escaped from, and so you know that they never escaped from, and so you know one.
• 39:11
  Speaker 2: The short book formula puts some constraints around.
• 39:13
  Speaker 2: It's like hey, the book is 12,000 to 15,000 words, but it's also working with whether it's a coach or a company that you know holds you accountable, helps you get past any of those limiting beliefs, helps you get that clarity.
• 39:24
  Speaker 2: But ultimately, you know, even though, like in our case, we're writing it for you based on what you've shared with us, there's still a level of accountability in terms of, okay, hey, we're going to meet once a week.
• 39:35
  Speaker 2: Hey, you need to prepare for this next thing, and I think you know I mean you're a coach and to really do something new and differently and do it well, you really need that support to help you get there.
• 39:46
  Speaker 2: When you have the right support, it goes from this daunting task to something that's immensely achievable.
• 39:56
  Speaker 1: Yeah, I mean, it's the same thing, right?
• 39:57
  Speaker 1: I have a wonderful home gym, but I still go to a gym and pay a trainer to work out Exactly.
• 40:00
  Speaker 1: It's not the tools.
• 40:00
  Speaker 2: It's like you know, if someone's like, hey, I got a piece of paper and a pen, I mean where do I start, right?
• 40:06
  Speaker 1: Yeah, no, no, I have to pay someone and have an appointment and go, when I could do the same level of torture to myself at home for free.
• 40:14
  Speaker 2: But I'm a big believer in coaches.
• 40:17
  Speaker 1: Awesome.
• 40:18
  Speaker 1: Well, before we wrap up, so as an entrepreneur, as a business owner, I always like to ask our guests at the end of the episode, like what are one or two things that you have personally implemented in your own business that have just helped you operate more efficiently?
• 40:36
  Speaker 1: So that could be a software or a tool.
• 40:39
  Speaker 1: It could be a mindset hack.
• 40:40
  Speaker 1: It could literally be the way you set up your day or your time blocking how do you operate at a high level?
• 40:48
  Speaker 1: What has helped you do that more efficiently?
• 40:50
  Speaker 2: Yeah, I'll share something that's, I think, probably really timely now is that I am now addicted to AI.
• 40:58
  Speaker 2: I don't know how much you've explored different AI tools, but there's a number of them chat, tpt, to name one but I literally use this in every single capacity that you can use it.
• 41:08
  Speaker 2: I mean, it's really my personal digital assistant and I have on my screen, I can talk to it and it'll I can just, you know, brain dump and say, okay, you know, reflect back to me.
• 41:17
  Speaker 2: You know what I said if I want to write an email, I, you know a complex email, I can just talk it out and it'll, it'll write it in my words and then I can copy and paste it and I can, you know, do whatever.
• 41:27
  Speaker 2: And so to me, just AI, the past couple of years has been a complete game changer and I think we're at the point where you know it's just accelerating, right.
• 41:38
  Speaker 2: I mean, I think it's becoming.
• 41:39
  Speaker 2: This past year has become more broadly accepted, but it's still maybe in its early days, but a year or two from now we're not going to recognize the world we live in.
• 41:50
  Speaker 1: Yeah, okay.
• 41:50
  Speaker 1: So let me ask you a question about that how did you get good at it?
• 41:54
  Speaker 1: Like that's one of the questions.
• 41:55
  Speaker 1: Like people are like I opened up chat, gpt and I can have it write a social media post, but how did you get really good using it?
• 42:01
  Speaker 1: Like, where did you learn?
• 42:02
  Speaker 1: Or was it just trial by error?
• 42:06
  Speaker 2: Combination.
• 42:06
  Speaker 2: So I, at the beginning of last year, At the beginning of last year, just when ChatGPT4 came out, I enrolled in a course.
• 42:17
  Speaker 2: It was a six, eight-week course by a company called Digital Marketer and they methodically went through all kinds of things and there's a lot that I didn't get into.
• 42:26
  Speaker 2: They got into images and other use cases.
• 42:29
  Speaker 2: For me, it's really about writing and how to write effectively.
• 42:32
  Speaker 2: Other use cases For me, it's really about writing and how to write effectively.
• 42:37
  Speaker 2: And so I just I studied, I learned, but I also just use it daily and you just have really learned as I've gone.
• 42:43
  Speaker 2: I think I think one principle, tactical principle there is that, to use it well, it's really about context.
• 42:49
  Speaker 2: So, what that means is that if you just say, you know, hey, chat CPT, write me an email, it's like it doesn't know what to do.
• 42:54
  Speaker 2: That if you just say, you know, hey, chat CPT, write me an email, it's like it doesn't know what to do.
• 42:55
  Speaker 2: But if you give it, just like you're talking to a person.
• 42:58
  Speaker 2: So imagine you have an assistant, really high level assistant, and you can say, okay, look, you know, john, john, I want to write an email to Joe.
• 43:08
  Speaker 2: We just had this conversation last week.
• 43:10
  Speaker 2: He's a little bit upset.
• 43:11
  Speaker 2: I said some of the wrong things and I want to, you know, reconcile with him.
• 43:16
  Speaker 2: I want to be empathetic and, you know, do whatever.
• 43:20
  Speaker 2: And if you give it that context, suddenly it's like it'll give you, it'll give you the perfect email.
• 43:25
  Speaker 2: You know.
• 43:25
  Speaker 2: You might say, hey, you know, add this, change that.
• 43:28
  Speaker 2: But if the more context you give it, the better it gets.
• 43:33
  Speaker 2: And so one more tactical thing that I do is that, you know I don't like typing out things.
• 43:38
  Speaker 2: I can do it, but there's a little free plugin that I've been using for the past year or two, I think it's called.
• 43:44
  Speaker 2: I mean, you just Google the Chrome store and say you know plugin, you know, voice plugin, so it's free.
• 43:50
  Speaker 2: I forget the name of it right now, but so I just talk to it, right?
• 43:53
  Speaker 2: So all my commands, all my brain dumps, everything like that.
• 43:56
  Speaker 2: I'm just talking to it.
• 43:57
  Speaker 2: And then, very recently, if I can add this, I don't know if you or your listeners have been paying attention to this, but just in the last week or two, openai has come out with a new thing called 4.0, which is going to really be remarkable.
• 44:17
  Speaker 2: Have you ever watched the?
• 44:18
  Speaker 1: movie Her before with Scarlett Johansson.
• 44:19
  Speaker 2: No, okay, so I had to go watch this movie the other week just because it's so similar.
• 44:22
  Speaker 2: So this was a movie back in 2012 with Scarlett Johansson where essentially it was just a really advanced AI operating system and you know, in the movie plot they ended up forming a relationship, etc.
• 44:32
  Speaker 2: We won't go down there, go down that rabbit hole, but it's amazing just in the past couple of weeks, the level of voice interactive not just me talking, but chat to be talking back and having a human like conversation is almost is basically at that level now.
• 44:50
  Speaker 2: It doesn't yet have feelings for you, but it can have a very rational conversation where I mean, if you speak different languages, you can switch languages, you can do whatever, but it's like having a conversation partner and just talking out anything.
• 45:06
  Speaker 2: And this literally dropped just in the past couple of weeks, and so that's one of those tools that's going to exponentially make things simpler, I mean, just because you're not restricted to having to type and you can just have a conversation and get to where you want to go that much faster.
• 45:20
  Speaker 1: I don't know if I should be mesmerized or terrified.
• 45:22
  Speaker 1: I'm not sure which one.
• 45:23
  Speaker 2: Both, both.
• 45:23
  Speaker 2: I mean, I figure in five years we'll all be unemployed and the AIs might attack us, but for now it's like, hey, it's kind of fun be unemployed and the AIs you know might attack us, but for now it's like, hey, it's kind of fun.
• 45:36
  Speaker 1: Yeah, I just started watching the Terminator series for the first time in my whole life with my 15 year old and I'm like, I feel like I'm getting prepared, I feel like I'm going to know what to do.
• 45:42
  Speaker 2: This is essential training.
• 45:43
  Speaker 2: That's exactly right, awesome.
• 45:46
  Speaker 1: Well, thank you so much for your time today.
• 45:49
  Speaker 1: I am super excited to get my own book off the ground and I know there are advisors listening that this episode will be a huge blessing to you.
• 45:56
  Speaker 1: So thank you so much for sharing all of your expertise and time.
• 46:00
  Speaker 1: So, before we go, where can our listeners find you?
• 46:05
  Speaker 2: Yeah, so very best way is just my website.
• 46:07
  Speaker 2: It's the short book formulacom, wwwtheshortbookformulacom, and there you can get a complimentary copy of my audio book, the Short Book Formula, and, if it makes sense to talk, my schedule, my calendar is there as well.
• 46:24
  Speaker 1: Okay, fantastic.
• 46:25
  Speaker 1: Well, thank you so much.
• 46:25
  Speaker 1: I'll make sure to link all of that in the show notes and I hope you have an amazing rest of your week.
• 46:30
  Speaker 2: Okay, thank you very much.
• 46:31
  Speaker 1: I enjoyed the conversation have an amazing rest of your week.
• 46:35
  Speaker 1: Okay, thank you very much.
• 46:36
  Speaker 1: I enjoyed the conversation.
• 46:37
  Speaker 1: Okay, so here are my takeaways.
• 46:42
  Speaker 1: I need to stop being a whiny baby and just boss up to do this for myself.
• 46:43
  Speaker 1: Who doesn't want to have more joie de vivre and authority for their prospects?
• 46:46
  Speaker 1: And a book is an absolute power move when it comes to having an ultimate positioning tool, and I loved when Paul phrased it like this your book is a salesperson in print.
• 46:57
  Speaker 1: Yes and amen.
• 46:59
  Speaker 1: I loved that, and it doesn't have to be as complicated as I have made it out to be in my mind.
• 47:04
  Speaker 1: And I'm not kidding when I say I have four or five books that have been rolling around in my brain for no less than 15 years rolling around in my brain for no less than 15 years and I have never even gotten started more than just an outline, because I make it so much harder than it needs to be.
• 47:20
  Speaker 1: So I'm wondering if I should just like publicly put it out there and say that I'm committing to actually doing it.
• 47:26
  Speaker 1: Is that crazy?
• 47:26
  Speaker 1: Maybe I should do that.
• 47:28
  Speaker 1: Is there anyone that wants to write a book alongside me?
• 47:31
  Speaker 1: Is there anyone that wants to write a book alongside me?
• 47:35
  Speaker 1: Okay.
• 47:35
  Speaker 1: So I loved how Paul said that your ideal clients are waiting for the book that you're going to write in the way that you write it, and while it feels like every book has ever you know that could ever be written has already been written, yet there's always new books and they're always doing well and you have your own unique take spin and, frankly, even if you write the exact same thing as everybody else right it's your clients aren't going to read everybody else's book as well.
• 48:01
  Speaker 1: So I think it's a really great power move and it's making me wonder if I should just put it out there publicly and get off the stick and just write the dang book already.
• 48:11
  Speaker 1: Let me know if that would be of interest to you and, like I said, I have so many book ideas rolling around in my head.
• 48:16
  Speaker 1: I'd love to bring them to fruition.
• 48:18
  Speaker 1: So this might just be my swift kick in the butt that I needed.
• 48:21
  Speaker 1: Hope you guys enjoyed this episode.
• 48:24
  Speaker 1: I will, of course, link Paul's book in the show notes and I've got a couple other links that Paul has been so generous to give us.
• 48:32
  Speaker 1: If there's anything else that I can do for you, please don't hesitate to ask.
• 48:36
  Speaker 1: I'd love to connect with you out in the efficient advisor community over on Facebook the link for that is in the show notes as well and I'd love to connect with you over on LinkedIn.
• 48:46
  Speaker 1: Thank you guys so much, and I hope you have an amazing rest of your week.