TL: Welcome back to Heartrepreneur Radio. This is Terri Levine, business strategist and chief Heartrepreneur. And boy am I glad that you tune in to Heartrepreneur Radio because, I have to tell you, I track the guests that have the biggest hearts, and are so willing and happy to serve others. And let’s face it, that’s what being a Heartrepreneur is. So, let me tell you about today’s guest. I met this guest only a couple months ago, yet I feel like I’ve known him for a long time and that I was meant to know him. I literally just instantaneously resonated with whom he was and could feel his heart. His name is Colin Campbell, he is lead generation expert, he’s a marketing consultant and he’s also an international speaker. And today, I’m gonna ask him to reveal the unique process he has for those of us who are time starved, right? And I know it’s almost all of us, we’re like wanting to get so many things done, but yet at the same time, you know how it important it is to produce a book, right? So, you want to get your next book out there, your time starved, like, how my gonna do this? So, wait til I tell you what Colin’s gonna share, this is sit up and pay attention! He’s gonna show you how to get your next book out there in less than 5-hours, that’s not even the best part, ready? Without having to write a word. Aren’t you glad you tuned in? Welcome to the show Colin.
CC: Hey! I’m so excited to be here.
TL: Well, I’m so excited! When we met, I instantaneously just felt your heart, and like, I love this guy, I gotta get to know him. And then when I started to hear about this process, I’m like, what!? So, first of all, how did you even come up with a process like this, before you reveal too much about it?
CC: Ya. So, like anything worthwhile, it comes through like an enormous amount of pain and struggle sometimes.
CC: It came through 5/10. The first one not successful, four successful, but very hard attempts at ghost-writing books for other people. The first thing is, I wanted to systematize the process of getting content from clients to ghost-write books, and in that was, you know, I like that word “discovered.” Discovered this way that I hadn’t seen before, that produced high-quality content that create a book. And then I realized it wasn’t a process that was just internal, like it’s only for me to use, it’s actually so simple and anyone can do it.
TL: Really. Really?
TL: Five hours, and we don’t write a word? You’ve got to tell me a little bit about this cuz it’s so intriguing to me. As an author, I’m really intrigued!
CC: So, I’ll take you through the progression. I’ve heard it’s almost become common knowledge now that you have someone interview you, and then from the interview you have that recorded, transcribed, edited and placed into a book.
CC: However, the first one I said it was a first unsuccessful attempt at ghost-writing a book for a person. That first attempt was I literally just got on a call and tried to interview this person, and the conversation went all of the place and it wasn’t in a structure. So, the second time I did this, I had created an interview structure. And I realized that book goes in three components, you have a beginning, middle and end. And specifically, for people who are in business and they want to use that as a regeneration mechanism or a tool to grow the business, there is sort of three-steps or three pieces of contents that you should have within that book. You want to establish a problem, establish some credibility that you’re the person that solved this problem for yourself or someone else, and then teach what the content is and have some sort of call to action. So, that’s really it. It’s like, establish the problem, establish credibility that you’ve solved it, show how to solve it, and then say, if you’d like more, here’s where to go in order get these additional assets or resources. And that’s how you’re generating leads with this type of book.
TL: That’s actually interesting as I’m sitting here thinking about my own books. Not having thought about that as a formula for when I write them, but I’m like, ya! That’s exactly what the books do, it’s just logical, that makes sense.
CC: Ya. And the great thing is no matter what the industry is, no matter what the topic is, if you’re a business owner and you’re using this book to grow your business, if you look at the books you’ve been reading, the non-fictions books by people who are teaching something, that’s usually the process. You start with the problem, like here’s the reason why you should think that this is important to solve. And no one abstract claims that haven’t been proven, don’t gain respect, so you have to establish that this is the story of how this occurred. This is the problem that I solved, and what I realized is there were 3, 5, 7, 12 steps and here the here are the steps, and oh by the way, if you’d like to find out more or contact me personally, here’s the details. Here’s the URL to go get the additional resources.
TL: I mean, I love it, it makes total sense. So, alright let’s say somebody’s listening, more somebody’s, many somebody’s who are Heartrepreneurs who are like alright, this is how I’m gonna do my next book. So now that they sort of understand that, what does it look like? What does the process actually look like?
CC: So, this is the coolest thing, this is the real discovery, like this is what the unique that I learned. The first time that I started using this construct, I just developed a series of questions to ask a person, but it did that auditorily. So, I would literally hop on a call like this and walk through those questions, and they would answer the questions and we’d have a conversation.
CC: But then, our mutual friend and mentor, Jewel Bauer, she loves PowerPoint. So, I was making a PowerPoint, I was making a presentation and I was like hey, what if I put these questions onto a PowerPoint, and then have like emotional based imagery or videos behind it that related to the questions that I was asking. So then, you have this visual to see, you have the question to read and with the visual there’s a feeling element, and you’re auditorily hearing the question. So, you activate more senses and it becomes easier instead of having to write and use that modality of thinking and conveying what your thoughts are on paper. So, how to make this practical, what to actually do is grab a PowerPoint, put “problem,” “credibility,” “content,” “call to action,” and then I had my own questions that I had created for this, which is my unique process. I don’t give this away yet, because I’m actually walking people through this process, it’s a service that I offer. But if you want to it yourself, you literally type these words in between those PowerPoint slides, write under the problem: “tell me about the person you’re writing this book for.” So, that’s a question, right? Tell me about this person you’re writing this book for? And then you literally read the question out-loud, you can do this by yourself. Read the question out-loud and then answer your own question. So, tell me about the person you’re writing this book for? Ok, Colin (I’m interviewing myself) I’m writing this book for business owners who are timed-starved, who know they need to write a book to have a lead generation mechanism, but they’re so busy running a business that they don’t want to actual sit down to write it. Or, they don’t have the skills to write it. Ok, so do you have an example of someone that you’ve worked with that had that problem? Yes. And then I talk about that.
TL: Ha-ha! Easy and logical, I’m like, oh my gosh! Ya, keep going, keep going!
CC: Yes! If your ideal prospect was sitting there, they were asking you what’s the problem that I’m experiencing? What’s the credibility, like why should I care about you and who are you to me? And do you actually have experience doing this? If you were sitting in front of the most skeptical person and they were using this 4-part construct to sort of just, question after question after question, and they needed to know these certain things. What would they ask? And you type those questions in your PowerPoint and literally go on flag show mode, and walk through the questions, read them out loud, answer those questions. Now you’ve got a logically, sort of story arch within those 4-parts, and the content you’re creating, it has that structure, it has a construct that’s logical. But, it’s also, you’re accessing this part of your mind, it’s what your unique skill is. If you’re an entrepreneur it’s likely that you can talk easily about your solution, and it’s a very small division of people that can actually write about that.
CC: So, by using this you’re able to answer your own questions, you send that, you go onto Elance or I guess it’s Upwork or Fiverr, and you get the interview transcribed. Then, the instructions for the editor is you need to do a structural edit which is breaking it down into that story arch, even though you have that within the interview there, you’ve already set the structure up. You do the copy edit, which is grammar and spelling, just making it sound good. And then you do a final proof read in formatting. So, this is the instructions to the editor: I need you to do a structural, a copy, and a proof-read of this transcript. You have that formatted into a document, you create the cover, it’s between 50 and 75, maybe 100 depending on how long you can just rip pages, and then you have this tool and you can literally do this within under 5-hours, guaranteed. We did a case study group of 6 people in the last 30-days. All of their manuscripts are complete. Actually, that’s not true, it was 4 cuz I did a trade with 2 of the people for my service for theirs. So, 4 of those people, those manuscripts were done within under 30-days, but it only took 5-hours, under 5-hours, less than 5-hours for each person.
TL: Holy cow, wow!
CC: Ya, and the content is great, it’s so great!
TL: Wow, that’s awesome, thank you so much. Wow!
CC: You’re welcome. The key is PowerPoint. The questions fall in that 4-parts, create your questions within each of those 4-parts, and ask yourself those questions. Record that and send it for transcribe and editing, and that’s all the content that you need.
TL: I have to tell you, you know I’ve been writing books for 20-something years. And that is the easiest, simplest, smartest and most brilliant method. And I literally just, you know that commercial where they go “oh, I could have had a V8!” That’s what I’m doing, I’m hitting myself in the head going, oh my gosh! Wow, brilliant! I want to also thank you cuz you’re so open and transparent, and you just went deep and shared with me and with our audience. And I really want to thank you, not everybody does that. Colin, how can people get in touch with you? And listen, I’ve got to say to all the Heartrepreneurs listening out there, trust me, do this. Write your book this way, it’s gonna be amazing. So, how can they get in touch with you?
CC: The best way is to go to getsalescopy.com, and if they want to see the actual process for, I call it books that convert, so if you go to booksthatconvert.com, it’s sort of a breakdown of my process. But getsalescopy is where I’ll have information that they can more, not general, it’s specific information, but it’s more broad in terms of marketing education.
TL: Perfect. booksthatconvert.com. And by the way, Heartrepreneurs, remember we always want to have a domain name that gives the results. So, Colin, congratulations, you’re following exactly what I tell the Heartrepreneurs to do. I just want to thank you, this has been just a really informative, juicy interview. And I appreciate who you are in the world, what you’re doing, and how much you pulled back the curtain and shared with the listeners today.
CC: Thank you so much Terri, you’re so awesome!
TL: Thank you, it is a mutual feeling here!
CC: Actually can I just say one thing about how great you are? Can I just say like one thing before we go?
TL: Ya, you’re embarrassing me, but go ahead!
CC: Ok, I know your face is red right now.
TL: It is!
CC: So, I was starting to feel dis-enchanted by the whole entrepreneurial information sharing space, and your listeners may have felt that overwhelming like, oh there’s so much data, I just want to tune everyone out. And then Terri, I met you and I realized how appreciative I am for this world, and that there are people that like you, can give and give and give with no expectation, and no contrived desire to get something because of that giving. I feel that in the marketing or education space, it’s like we’re giving to get. And I get this vibe from you that you just give and don’t expect anything in return. And I just find that noble and I so appreciate that example.
TL: Awe, thank you so much for that, thank you for sharing that, I appreciate it. And I have to say I had a really good mentor. My very first mentor going back about 40-years ago, was the great and phenomenal Zig Ziglar, and I truly can say that I learned that philosophy from Zig. And it just has stayed with me forever just to give for the sake of giving, and man it feels good. So, thank you, thank you. And to the listeners, wow! I hope that you got as much, I know you did, as much out of this as I have. This is I think, been just a phenomenal, and amazing and awesome interview, one that I recommend you listen to again. And what I’d really like for you to be able to do is to listen to this again, and then go over to booksthatconvert.com, booksthatconvert.com. And please make sure that you actually don’t only listen to Heartrepreneur Radio on iTunes, but subscribe to Heartrepreneur so you never miss an episode. And we love when you give us 5-star ratings, and we love when you share us, so be a Heartrepreneur and share our Heartrepreneur Radio with those that you care about. Thank you for joining us here today, and we’ll see you next time on Heartrepreneur Radio.