Top Highlights

• Whereas most nonfiction book authors are simply content to share helpful information, they make the critical mistake of not explicitly telling readers what to do next (and how to continue their relationship beyond the book). I have seen smart marketers make this mistake and forget the true reason for authoring their book. Yes, it’s about sharing he...
• As people read your shook, a portion of your readers are going to want to take the first exit and immediately connect with you. They resonated with what they read, and they are ready to take the Active Call-to-Action (CTA), as outlined in your shook. Your Active CTA is the #1 thing you want readers, who represent ideal prospects for your business, ...
• the more specific a message or content is to a target, the more likely they are to engage and respond.
• It’s important for you to have a clear picture of an ideal target reader so you can work on attracting as many as possible while simultaneously repelling those who do not fit your ideal reader profile. Remember, you don’t want “everybody” to read your shook, only those who you are best meant to serve with your products and services.
• “You can do homework from now until doomsday, but you will never win fame and fortune unless you also invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.”