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Where do we start this?
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An answer doesn t matter.
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We re having a good time, right?
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He couldn t wait to get in here.
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You need sales balls to make sales calls.
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I m tweeting that puppy.
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Okay.
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Welcome to the Cellar Dye Podcast.
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We re your hosts, Jeffrey.
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And Jen Gietemer.
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I m the author of The Little Red Book of Selling and 15 other best-selling books and the creator of the seven-figure sales formula program.
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I grew up in Philadelphia, sold in New York City, but was smart enough to move to Charlotte, North Carolina.
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And I m the author of Sales in a New York Minute and creator of Breakthrough Business Babe Community.
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Fun fact, I m obsessed with our dogs and consider them humans.
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If you have a dog, you know exactly what I m talking about.
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SellerDai is for sales professionals, sales people, sales managers, entrepreneurs, and business owners who want to sell more at full price
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earn loyalty, and have an unlimited stream of referrals.
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Every single episode is gonna give you real-world, easy-to-implement solutions so that you can get your calls returned, your proposals read and acted on, all while creating relationships that you can take all the way to the bank.
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It s time to sell or die.
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Okay, promised in the last episode was a plan for how to begin writing your book.
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Because so many of you want to become known by
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your industry.
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You want to become known.
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You want to stop being the best kept secret out there.
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And you want leads calling you.
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And the best way to do that is to have a book that actually exemplifies who you are and how you can help people.
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Sounds like a daunting process, but I promise you, once you get rolling, it s a heck of a lot easier than anything you ve ever done.
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Okay, well, how do you get rolling?
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How do you get started?
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Let s talk about that.
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First, identify your expertise and what you want to write about.
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And who you re writing to, right?
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Like, who your reader is.
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Yeah.
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But if you don t have an expertise, then you re never going to know who your reader is.
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So let s just take it in order.
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First is your expertise, then who s interested in it, and then it s time to really start to say, okay, what s the title of my book going to be?
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my adventures in whatever.
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Wonderland.
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Yeah.
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Or asking a question or making a statement.
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I gave you this idea in the last episode.
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Let s go to the bookstore.
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See what other people have written.
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It s what I did, literally.
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Once I had my fifth or sixth column written, I went to the bookstore and say, OK, who do I want to be like?
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What kind of a book do I want?
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And I picked out Harvey McKay s books, Swim of the Sharks.
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Oh, wow.
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because it was short, and I realized, okay, now this is my model.
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This is where I m going to move forward.
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You can do that yourself.
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There s books on everything.
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You don t have to go to the bookstore.
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You can save money.
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Go to Amazon.
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Dot com.
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Although I am a big fan of Books a Million.
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Yeah.
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I m sharing with you that the book that you want to write has an example.
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So from the book that you want to write and the title of the book, now you go to the subtitle, which is pretty much the promise of the book.
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I think when you re looking at titles though, you really need to figure out why did the title catch your eye?
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What was it about that title?
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What got you into it?
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So that you can begin to create a title that other people will be like, oh, I got to read that book.
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That title is so freaking good.
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Because here s the thing, people do judge a book by its cover.
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When you re at the bookstore, you don t have to buy the book.
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You can just take a photo of it.
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You can speak into the photo to talk to yourself about what your title might be.
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So it s like a mission.
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You mean speak into your phone?
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Yeah.
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Oh, speak into the book, I said.
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You said speak into the photo.
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That s pretty stupid.
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OK.
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So make sure you have that understanding that there s no copyrights in the book business.
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No title s copywritten.
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You re there and you, I mean, the material obviously is copywritten.
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Okay, but don t copy someone else s title.
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If it s already taken, then go find another one.
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And you re not going to sell many books because somebody else has already had you.
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But the bottom line is it ll be inspiration.
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It ll be ideas.
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Document the ideas.
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Photograph the books that you think you want to look like and go from there then.
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You can t just have a title, you have to have a subtitle, which is the promise of the book.
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Look at any of my books and you ll see a title and a subtitle.
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When you go to the bookstore, my books will be there.
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And pick out one from the shelf and take a look at the title and the subtitle and that will tell you exactly what you need to know.
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Then, you need to open up the book and create a table of contents.
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What do I want these chapters to be like?
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So I m going to share with you the exact model.
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I m in Austin, Texas.
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I meet with my publisher who had already published Customer Satisfaction is Worthless, Customer Loyalty is Priceless.
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We re sitting at a Mexican restaurant and he said, you know, Harvey Pinnock wrote The Little Red Book of Golf and sold a million and a half copies.
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I think you could write The Little Red Book of Selling and outsell it.
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And I said, well, I think it s a pretty good idea.
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So on a napkin, I wrote out, kick your own ass as your first chapter, resign your position as general manager of the universe as your last chapter.
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Then I started to fill in something about networking and something about working hard, something.
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And I had all the things pretty much documented on a napkin before lunch came.
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And I decided to do it and we parted and
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Two years later, the book was done.
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I could have had it done in a year, but I procrastinated.
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It just wasn t the top of my list to things to do.
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I already had a couple of books.
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You didn t realize the impact it would have either.
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Right.
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But I ll tell you that once the cover was designed and the interior was designed way better than any of my previous books,
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that it became, okay, I feel the passion is there now.
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I took the book out of the first case out of the box from China, and I started to cry.
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I knew I had a brand.
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And this is exactly what I was hoping for.
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I looked at it and I go, wow, this is so cool.
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And let me tell you what, Ray Barr was right.
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My book has outsold the Little Red Book.
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5X, 6X, yeah.
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So here s the thing with the table of contents.
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Once you create the table of contents, you now have a plan for what you have to write.
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It makes writing your book so much easier when you actually have that outline.
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It s like if you re creating a course or anything really,
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and you re gonna outline, or even a project, and you re planning a project, you re gonna outline all the things that need to go into it.
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And so, if you could just find time, like a quiet time.
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An hour.
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An hour.
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And focus, and allow yourself to have stream of consciousness where you re not judging your thoughts.
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Just let it all out.
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Create that.
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Sit in the bookstore with the book that you think yours is going to look like, and write the title and the table of contents.
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We just had a writer s weekend, and that s exactly what happened.
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One of the people that was here found the exact book that he wanted to emulate.
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We came up with the title.
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We came up with the subtitle.
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And now we re going to have the cover designed.
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I mean, he ll already be at this next level of accomplishment.
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And that s the incentive.
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Every step in the process provides an incentive for the next step in the process.
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Yeah.
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So get that going and then you can begin to fill in the blanks.
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And that makes it so much easier when you have that high level view.
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Plus what you can do as well is run it by some of your customers and say, Hey, I m writing a book.
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What do you think?
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What do you think?
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This is what s going to go in it.
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Anything missing that you d like me to talk about anything that, that you d want me to put in this book.
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or go to the CEO of your favorite customer and say, hey, would you like to write a page or two about your philosophy about X?
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And I m telling you- I freaking love it.
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There s so many ways to use this from a sales perspective that will help you, not just today, but for years and years and years.
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Picture yourself walking into a CEO s office and say, hi, my name s Jeffrey, I m the best
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Person to help you if you don t believe me is my piece of shit business card to prove it or hi my name is jeffrey.
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I can help you written a book on it i d like you to have an autograph copy let me come back in a couple of days when you had a chance to really look about it let me just figure out we can sit on a huddle.
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Yeah, or even, I mean, I d like to interview you for my book so that I can feature all the work that you re doing.
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Now you have given them value because you re featuring them.
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And especially, you know, people in decision-making roles love to be featured most of the time.
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You know, it helps their ego.
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And you can repurpose that for your book.
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You can do it.
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You can repurpose it on video.
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You can put it on your blog.
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I mean, there s so many places you can put it, but it gets your foot in the door in a way that doesn t say, hey, my name s Bobby.
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I want to sell you something.
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No, my name s Bobby and I want to feature you.
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There s one other element of this that is holding people back.
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Okay.
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People are afraid that if they tell their secret,
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then everyone will know it and they ll fade into oblivion or they ll lose their competitive advantage.
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Nothing could be further from the truth.
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When you tell your secret, others will love the fact that you shared it with them and they can win with it and they can profit from it and they can share it with other people.
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This is your opportunity.
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If you have the expertise, die hard, document.
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Yeah, 100%.
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So we re going to go now.
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Okay.
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I ve given you enough incentive for what to do.
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I m putting the link to the Writers Weekend in the show notes.
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If you don t want to do this yourself and you want support while you re doing this, you want help from Jeffrey and me,
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then go to that link, click it, apply, and we will connect with you.
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Until next time, I m Jane Gittemer.
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And I m Jeffrey Gittemer, and I m just giving you the challenge of write a paragraph a day that can impact other people.
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Figure out a way to post it and send it to your customers, even if your ass falls off.
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Thank you so much for listening to Sell or Die.
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We hope that this episode has helped you transform the way you think, giving you new ideas, and provided you a new perspective on the sales and business challenges that you face every day, so you can get out there and win the customer all the way to the bank.
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If you enjoyed this episode, please take a second to rate and review.
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Each review helps us help more people just like you make a difference in this world.
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Don t forget to take a screenshot, share it in your Instagram stories and tag us at Jeffrey Gittimer and at Jen Gittimer.
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See you next week.