It’s almost become common knowledge now that you have someone interview you, and then some of that interview recorded, transcribed, edited, and placed into a book. Lead generation expert, marketing consultant, and international speaker Colin Campbell came up with a process of getting content from clients that go straight to books. Colin says like anything worthwhile, it comes through an enormous amount of pain struggle. Colin shares the actual process in BooksThatConvert.com. Find out the three components or pieces of content that you should have within the book as Colin talks about his process.
Listen to the podcast here:
Books That Convert: How To Get Your Next Book Out There Fast with Colin Campbell
Let me tell you about our guest. I met him only recently yet I feel like I’ve known him for a long time and that I was meant to know him. I instantaneously resonated with who he was and I could feel his heart. His name is Colin Campbell. He is a lead generation expert. He is a marketing consultant and he is also an international speaker. I’m going to ask him to reveal the unique process he has for those of us who were time-starved. I know that’s almost all of us. We want to get so many things done and yet at the same time, you know how important it is to produce the book. He’s going to show you how to get your next book out there in less than five hours without having to write a word. Welcome to the show, Colin.
I’m so excited to be here.
First of all, how did you even come up with a process like this before you reveal too much about it?
Like anything worthwhile, it comes through an enormous amount of pain struggle sometimes. It came through five attempts, first one not successful, four successful but very hard attempts at ghostwriting books for other people. The first thing is I wanted to systematize the process of getting content from clients that ghostwrite books. I discovered this way that I hadn’t seen before that produces high quality content that could create a book. Then I realized that it wasn’t a process that was just internal like it’s only for me to use. It’s so simple and anyone can do it.A book goes in three components; you have a beginning, middle and end. Click To Tweet
Five hours and we don’t write a word. You’ve got to tell me a little bit about this because it’s so intriguing to me as an author.
I’ll take you through the progression. It’s almost become common knowledge now that you have someone interview you and then from that interview you have that recorded, transcribed, edited, and placed into a book. There was a first unsuccessful attempt at ghostwriting a book for a person. That first attempt was I latterly got onto a call and tried to interview this person. The conversation went all over the place and it wasn’t in a structure. The second time I did this, I had created an interview structure and I realized that a book goes in three components. You have a beginning, middle and end. Specifically for people who are in business and they want to use that as a lead generation mechanism or a tool to grow their business, there are three steps.
There are three pieces of content 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 a call to action. That’s really it. Establish a problem, establish credibility that you have solved it, show how to solve it, and then say, “If you like more, here’s where to go in order to get these resources.” That’s how you’re generating leads with this type of book.
That’s actually interesting as I’m sitting here thinking about my own books, not having thought about that as the formula for when I write them, but I’m like, “That’s exactly what the books do and it’s just logical and that makes sense.”
The great thing is that 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 that you’ve been reading, the nonfiction books by people who are teaching something, that’s usually the process. You establish the problem, here’s the reason why you should think that this is important to solve and know when abstract claims that haven’t been proven that didn’t gain respect. You have to establish that this is the story of how this occurred. “This is the problem that I solved. What I realized is there were three, five, seven, twelve steps and here are the steps. If you’d like to find out more or if you’d like to contact me personally, here are the details. Here’s the URL to go get the additional resources.”
What does it look like? What does the process actually look like?
The first time that I started using this construct, I just developed a series of questions to ask a person, but I did that auditorily. I’ve literally hopped on a call like this and walked through those questions and they would answer the questions and we’d have a conversation. Our mutual friend and mentor and great man, Joel Bauer, he loves PowerPoint. I was making a PowerPoint and I was making a presentation, I was like, “What if I put these questions onto a PowerPoint and then have emotional-based imagery or videos behind it that related to the questions that I was asking?” 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. You activate more senses and it becomes easier to answer instead of having to sit there and write and use that modality of thinking and conveying what your thoughts are on paper.
How do I make this actually practical? What I actually do is grab a PowerPoint, put problem, credibility, content, call to action, and then I have 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 the service that I offer. If you want to do it yourself, you literally type these words in between those PowerPoint slides right under the problem. That’s the question. “Tell me about this person you’re writing this book for,” and then you literally read the question out loud and then answer your own question. “Tell me about the person you’re writing this book for?” “I’m writing this book for business owners who are time-starved, who know they need to write a book to have a lead generation mechanism, but they’re so busy running their business. They don’t have time to sit down to write it or they don’t have the skill to write it.”
“Do you have an example of someone that you’ve worked with that had that problem?” “Yes.” Then I talk about that. If your ideal prospect were sitting there, they were asking you, “What’s the problem that I’ve experienced? What’s the credibility? Why should I care about you? Who are you to me? Do you actually have experience doing this?” If you were sitting in front of the most skeptical person and they were using this four-part construct to just question and they needed to know these certain things, what would they ask? You type those questions in your PowerPoint and literally go on slideshow mode and walk through the questions, read them out loud, answer those questions. Now you’ve got a logical story arch within those four parts. The content you’re creating has that structure, has a construct that’s logical, but 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. By using this, you’re able to answer your own questions. You get the interview transcribed. Then the instruction 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 making the grammar and spelling, and just making it sound good. Then they do a final proofreading and formatting.
This is the instructions together. “I need you to do a structural, a copy, and a periphery of this transcript. You have that formatted into document. You create the cover.” It’s between 50 and 75, maybe 100 pages and then you have this tool. You can literally do this within under five hours, guaranteed. We did a case study group of six people in the last 30 days. Four of those manuscripts are done within 30 days, but it only took less than five hours for each person. The content is great. The key is PowerPoint. The questions fall in that four parts. Create your questions within each of those four parts and ask yourself those questions. Record that and send it for transcribing, editing, and that’s all the contents you need.
I’ve been writing books for twenty something years. That is the easiest, simplest, smartest, and most brilliant method. I want to also thank you because 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?
The best way is to go to GetSalesCopy.com.If you go to BooksThatConvert.com, it’s a breakdown of my process. Get Sales Copy is where I’ll have specific information, but it’s broader in terms of marketing education.
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.
Thank you so much, Terri. You’re so awesome.
Thank you. It is a mutual feeling here.
Can I just say one thing about how great you are?
You’re embarrassing me, but go ahead.
I was starting to feel disenchanted by the whole entrepreneurial information sharing space and your audience may have felt that overwhelming feeling, there’s so much data. I just want to tune everyone out. Then Terri, I met you and I realized how appreciative I am for this world and that there are people like you who give and give with no expectation and no contrived desire to get something because of that giving. I feel like in the marketing space and the education space, it’s like we’re giving to get. 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.
Thank you so much for that. 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. I truly can say that I’ve learned that philosophy from Zig and it just stayed with me forever, just to give for the sake of giving and it feels good. Thank you. To the audience, I know you did get as much out of this as I have. This has been just phenomenal and amazing, an awesome interview. Please make sure that you subscribe to Heartrepreneur Radio so you never miss an episode. We love when you give us five star rating and we love when you share us, so be a Heartrepreneur and share Heartrepreneur Radio with those that you care about. Thank you for joining us here and we’ll see you next time here on Heartrepreneur Radio.
About Colin Campbell
My company helps people like you — entrepreneurs and independent professionals — make more money. We do that by helping you generate leads and sell to them with “education-based” marketing. See, most prospects don’t have enough information to make a buying decision. Plus: they’ve got so many options to choose from, they’re overwhelmed. Lastly: most of their options are advertising the same hype-BS: “Buy from me. I’m the best. Don’t choose the other guys.”
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Education is the key to acquiring the best buyers… And that’s what Formula Marketer is all about.
I would love for you to experience the benefits of education-based marketing for yourself.
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