In today's episode, we're looking further at Book Blueprint Score Mindset 8, Beyond Your Book... This time, specifically the email sequence you should have, once someone requests a copy of your book.

We've often talked about one of the biggest benefits of using a book to identify invisible leads is the fact that not everyone is ready to start today. By identifying people early in their journey, you have the opportunity to start a conversation and educate and motivate people to do business with you, when they are ready.

... and the way you do this is by email.

Today we're looking at the 5 emails you should set up in your initial autoresponder and the 'flagship broadcast', you should then drop people into.

There are some great, practical steps here that everyone should take.

Don't forget, you can see how your book idea stacks up against the Book Blueprint by going to BookBlueprintScore.com and, if you want to be a guest on the show to plan your successful book, just head over to 90MinuteBooks.com/guest

Lastly, here is a link to the other Book Blueprint Scorecard Episodes and to the Email Mastery book we mentioned.

 

Links:
Ready to get started: 90MinuteBooks.com/get-started
Mindset 8 (beyond your book) Episode: 90minutebooks.com/podcast/055
Be a Guest: 90MinuteBooks.com/guest
Your Book Blueprint Score: BookBlueprintScore.com
Titles Workshop: 90MinuteBooks.com/Workshops
Interview Shows: 90-Minute Books Author Interviews
Questions/Feedback: Send us an email
Extra Credit Listening: MoreCheeseLessWhiskers.com 

Transcript: Book More Show 057

Stuart: Hey, everyone. Welcome to another episode of The Book More Show. It's Stuart here, with Betsy, Betsy, how are you doing?

Betsey: Fantastic, Stuart. How are you?

Stuart: Very good, thank you. We didn't have a show last week, because we had a bit of a family medical emergency. But a week later, fortunately, things seem to be going in the right direction. So, apart from me being on a mobile recording setup, which basically is my laptop, propped up on a desk, with a towel draped around it, trying to kill some of the sounds. So, other than, that, everything's good.

Betsey: You need a high tech gear, not even a book.

Stuart: It is. We'll see how good the audio cleaning software is, because the chair I'm sat on's squeaking. My knee keeps hitting the desk, so it bangs, every now and then. So it might be I was just listening to in the car, so the road noise will drown out all of the background noise.

So, this week, we're going to follow up with a conversation from a couple of weeks ago. So we're looking at Mindsets: Number Eight, Beyond the Book setup, of the Book Week Three Scorecard. So this is looking at, now your book is created, what can you do with it? We have a great first episode, I'll link it in the show notes.

Then last week, we had, or last time, we had a great call with Joe Yakovich, as well, talking about he was starting to use his book. So this is going to be a nice wrapup to some of the next level things we hit, some of the low-hanging fruit last time, some of the no cost, low-hanging fruit.

So this time, we're just going to look at a few more details of those strategies, and then, move on a little bit, so, look at some of the extended things that you can do.

Betsey: Well, there you go.

Stuart: I think you get a few questions about this, as well. Ask people to join in, or think about joining the program. It definitely seems to be something that's obviously, front of people's minds, how they're going to use it, once they get to the end of the program. Do you notice that that picks up? Has that been picking up more recently, as people are thinking about it a little bit more?

Betsey: Yeah. I would say, in the last six months, definitely a lot more. A lot more conversation. Really, people wanting to dig in.

It used to be after the fact, like, okay, they've got their books in hand, and then I would hear from them, but people are really thinking about it, either before they start the process, which is great. Or, during the process, they kind of have an "A-hah" moment, and go, "Oh, my goodness, this is real, and now, I want to know what to do with it, after the fact."

So, definitely seeing that people are a little more prepared, which I think is good, because if you haven't really thought about it, if you've thought, "Oh, I'm just going to give this out," and then, that's all you do. You don't put it anywhere. You don't put it on social media, or do a blast. You just sort of wait for people to come to you, your book's not going to do what it needs to do, obviously.

Being prepared, and thinking about that, and really wanting to dig into it, we're definitely seeing a lot more of that, and I think that's going to give people the greater success that they're wanting to have.

Stuart: I think you hit the nail on the head, about, kind of starting with the end in mind. We talked about it in some of the earlier Mindsets, in the preparation, but really thinking about how you're going to use it. It's not a, "build it and they will come" type thing.

Betsey: Right.

Stuart: There's no down side in doing it at all, even, kind of worst case scenario, just having the fact that you've got it, and it's there to hand out, as when you think about it, isn't a terrible thing. But certain things we talked about in that last episode, 55, I think it was, and in this episode, this is really now orchestrating some success out of it, and really generating that traffic, identifying those invisible leads, and moving the conversation towards educating and motivating people, over time, towards doing business with you.

So, with that being said, let's dive in. We're going to look at two things, really, in this session. We're going to look at the e-mail sequence to immediately follow up, with an opt in, and then, we'll look at some bonus things you can do, some things that aren't necessarily the first thing you might think of.

So it's a bit of a grab bag of other things, and with that grab bag, the e-mail element, this is something that everyone should do. The grab bag element, something that people are going to be more comfortable with, with one thing versus another. So there's something for everyone here today.

So, then, e-mail follow-up. In 99% of the time we're talking to people, we're really talking about the digital delivery of a book, so that you can capture name and e-mail address conversations, that allows you to have a conversation with them afterwards.

The same strategy, the same objective that we're trying to get, kind of starting this conversation, following up from the person opted in, and their initial thought, following through to move the conversation towards an action, which at, some point, is doing business. That same strategy can be applied to physical delivery of books, or if you're using them in a live environment, a Web, a conference-type environment.

So, if those are something that you're thinking about, again, think about this strategy that we're going into, it's just, the details are going to vary, because we're talking about, in the context of e-mail delivery, that might not be the thing that you're able to do in a physical world.

But, often times, there is a way of following up with people. You might just have to do it in a slightly different way. So there are five steps that we're talking about, really, when we're thinking about the initial follow-up. And then, after those five steps, we want to put people into what's, we would refer to, as a flagship broadcast, a reason to continue to mail people.

So, for ours, at the moment, this is really the podcast we, with the exception of last week, we mail an e-mail about the podcast weekly. It allows us to put in different PSs, or different call to actions. We have a super signature in there, but the main follow-up sequence that we've got, and, I'm being perfectly honest, because we don't have all five dialed in, at the moment.

I think we've only got three steps in, at the moment, so, in a kind of, couple of shoes-type environment, it's definitely better that you do what we say, and not do what we do, in this example, but it isn't that we've gotten a list to get back to.

So that initial five-step follow-up, once they're past that process, then, put them into a regular follow-up sequence. Because, remember, we've said a lot of times in the past, that, one of the reasons for, one of the main reasons, really, for offering a book, is that it attracts people who aren't necessarily ready right now. It allows you to identify those people, get them to raise their hands.

You can start a conversation with them, but, pick up that point that they become ready to do business with you, may not necessarily be today. The same with the e-mail follow-up sequence. There's that initial sequence to get those five-star prospects, who are ready to go now, but then, all the rest of the people, who will become ready, or the rest of the people who will become ready, at a later date, you just need to make sure that you're following up with them, or having a reason to follow up with them, in the long term.

So, hope that makes sense, in terms of a habitable framework. Let's dive into some of the details. Okay, so, five steps. Five elements. Five immediate touch points that we've got to e-mail people, immediately after they've opted in. So, the context of the person reading the book, requesting the book, they've seen a headline, a book title that resonates with them, hopefully, that title has given them the promise of a solution. The subheading of the book has kind of amplified that. The cover of it has really captured their attention, as it's passing them by. All of these reasons, and making people think, "This solves a problem. That is on my mind, at the moment."

So, at that point of interest, it's the most interested they are, until they make the decision to taking the next step with you. So, the e-mail that you send out initially, it really just wants to fill their need. They've requested a copy of the book. They don't want to read through 20 paragraphs of a long form sales letter, in order to get the thing they want. So, in all of our e-mails that we send out, and the way that we suggest starting the conversation, is just by delivering exactly the thing that they've asked for.

They've requested a copy of the book. Ideally, send them to a Web page, where they've got a download link, where they can hit it now. Also, follow up, but, worst case scenario, just follow up with an e-mail, and say, "Hi, First Name, here's a copy of the book title that you requested. Here's the copy of the nine-minute book you requested, Dean, or Stuart, or Betsy, or whoever." That's all that initial e-mail needs to say. Because, in that first instance, you're not trying to convince them to do anything else. They've already expressed an interest.

You don't want to say, "I hope you enjoy it," because that's relatively weak. It introduces the concept of, they might not enjoy it. Potentially end with, "You are going to enjoy it. You're going to love this. It's a great book." There's no problem with doing that, but, again, don't get caught up with having too many words. It's just, short, to the point, deliver it, what they wanted.

Because, now, you've started this conversation. Imagine the scenario, where, you were meeting, Dean describes this a lot as "the Starbucks test," and it's attracted an eyeful into. I think I was talking about this with Joe last week, that my corporate background, the language that I naturally write in, is very caveating, and covering ... I mean, if I can hear myself doing it now, even the way I speak, it comes across that way.

Try and put, because there's never a right answer, so, try and put, or, there's never one answer. So try and put all of the possibilities and permutations, and little caveats. But that's not how you would talk, if you bumped into someone in Starbucks. So if you saw them in Starbucks, so if you saw them in Starbucks, and they said, "Oh, hey, can I have a read of that book?” you'd say, "Hey, yeah, here it is." You wouldn't say, "Here it is. I hope you really enjoy it. I'm here if you ever need me. On Chapter Three ..."

Betsey: Right.

Stuart: "I'm describing something," really, all of this blurb, that, it's easy to write in an e-mail, because we think that we've got to fill all of that white space on the page. So, number one...

Betsey: That is so true. There's a psychological mindset there, I think, and that we have to say more. It is that. I mean, it is, we're not worked ... We shouldn't try to convince people, and we are always tempted to do that. So, I think we do. We fill out our e-mails with just a bunch of nonsense, sometimes, like you said: "Hope you're having a great day, and hope you enjoy this book," and all that stuff, and, people, they just need to get to the point. They need to get to the book, so, that'd be true.

Stuart: I think there are a couple of reasons that that happens, and that Starbucks test is, I mean, it's a real game changer. If everyone just stops listening now, and takes that away, I think that would make a significant difference in business.

Betsey: My hand is raised. I'm going to try making note, as well.

Stuart: Because it’s...

Betsey: So, yeah, sometimes, I send e-mails on behalf of Dean, and it's funny, because you can, I'm sure people looking at you go, "This is really chatty." So, and things that Dean would never say, because that's me, and I feel like it needs to have a little more substance to it. But I need to remind myself that, really, there's natural purpose to the e-mail, and all the fluff is not needed. So, yeah.

Stuart: So, I think there are a couple of things...

Betsey: I think I can take comfort right now, and have learned something from this.

Stuart: I think there are a couple of things that happen. One is that element of, there's a lot of white space on the page. I need to fill it with more stuff, because if I don't fill it with more stuff. Does that equate from someone that I'm going to butcher completely now, that says something like, "Apologies for the length of this letter. I didn't have time to make it more condensed." That kind of concept of, if you don't put a lot of stuff in there that you haven't there, when the reality is, less is more, in 99% of the times.

Betsey: Yeah.

Stuart: The corporate nature of language is very caveating, and that's really the trap that I fall into a lot. There's also the element of, it's the long form sales letter problem of ... The long form sales letter is there to provide overwhelming evidence in the context of passing traffic.

So, very often, you're trying to get people to opt in for the first time, this might be traffic you're buying from an affiliate source, or AdWords ads. So when people are on the page, there's the need in that context to put as much information there as possible, to remove all of the boundaries, and to give overwhelming social proof that other people have taken this step.

In this context, though, we've got their e-mail address already. This is the beginning of a long, beautiful relationship together. It's not even trying to beat somebody into submission, in that one e-mail. So that's the first thing to follow up.

The second e-mail is what we traditionally refer to as a sifting and sorting e-mail. So this, one of the easiest examples is in the real estate model, and we talk about it quite a lot. So, when people first request a copy of The Guide to Lakefront Homes in Winterhaven, they'll request it. We'll say, "Hey, Betsy, here's a copy of the guide you requested," and that's it.

The sifting and sorting e-mail then follows up, still conversational, is, "Hey, Betsy, are you looking for a home to invest in?" Or, sorry, tripping over my words. "Hey, Betsy, are you looking for a house to invest in, or a home to buy?" And the reason I tripped over my words there is, because, the language around that is important, as well.

Betsey: Yeah.

Stuart: So, you've crafted that. So, "Are you looking for a house to invest in, or a home to buy?" A "house" versus "home,' "invest," versus "buy."

Betsey: Right.

Stuart: Different psychology. So, that sifting and sorting question allows the realtor who's sending out that guide to put this person in the category of, either, investor, or a buyer. Because, then, the follow-up e-mails after that are likely to be quite different. You're going to categorize and tag and label these two people in different pots.

The language around house and home means that it's the language that you then follow up with people, and afterwards, is going to be different, because it's either going to be, a head decision around financials, or a heart decision around building a home. And it's short, expecting a reply, which, we'll get back to, in a little while, as one of the later e-mails.

But that short, expecting a reply, it gives them the opportunity. We didn't lead the following day with one of the weakest questions of, "Hey, Betsy, did you have time to read the book there?" Or, "Hey, Betsy, I hope you enjoyed the book." All those things aren't relevant. They don't move the conversation forwards, particularly well, and it's not easy for someone to reply to. Because, even replying to that, unless they just replied with yes or no, which really doesn't give us...

Betsey: Right.

Stuart: Under there again, much information. Replying yes or no, I mean, if they then did go into a heartfelt reason about why they didn't enjoy it, I mean, with the nicest possible view, who cares?

Betsey: Right, right.

Stuart: The book isn't the product. It's not like you're asking for literary feedback, so that your book is more of a bestseller. This is moving the conversation forwards towards educating and motivating people to make an engaging or buying decision with you. So, that follow-up e-mail, a sifting and sorting question, where possible, so we were just working with ... Ah, I'm just going to give an example, but I just realized, that was one of the "don't promote" books. Let me think of another example.

If we finished one of the "promote ones" that we finished recently ... For some reason, every time I've talked to you, and talk about thinking of examples, I always think about florists. But I actually don't think we've ever a book for florists.

Betsey: You didn't.

Stuart: So, I don't know why that's so.

Betsey: No. We haven't, you haven't.

Stuart: I'm a...

Betsey: Maybe in your past life, that was, you were...

Stuart: Possibly, I was a florist.

Betsey: A florist of some sort.

Stuart: I do have slight hay fever now, so, maybe, it's kind of, that swings around about this thing.

Betsey: Yeah, sure. Yeah, my brain is out. So, oh, I was going to use an example, but that's a not, "do not promote," as well. Of course, they're all popping up.

Stuart: Okay. I'm going to stay with the florist one.

Betsey: So, Brian Diamco, yeah, I'm not...

Stuart: Okay, no, go to it.

Betsey: Yeah, real estate reference.

Stuart: Okay, so, the real estate example, I think that's probably a bit too close to the one that we've just given. Let's go with the florist.

Betsey: Yeah.

Stuart: So, writing a book about wedding flowers, creating the book about how to get the best possible deal, the best, the on trend styles of 2018 for a particular region, whether you're looking at a summer or winter wedding, whatever the book is, that gets people to raise that in the first place. Then, having a follow-up question of, "Have you found or booked a location yet? Have you booked a venue yet? Have you got a photographer yet?"

All of these things start a conversation, give you an indication of how far down the track they are, is not necessarily as on the nose as, "Have you picked a florist yet?" Because maybe that's a little bit, I'm not sure that's not the right way to go. But maybe that's a little bit too, whiskery, straight out of the gate. You've given them something of a good value, then you're immediately on them, saying, "Have you picked a florist yet?"

So, some of these sifting and sorting questions there engages them in conversation, but isn't maybe quite as on the nose as, "Have you had an alternative to meet for your service yet?” is possibly the way to go. If you wanted to stick with, more closely to the flower-type question, it might be, "Have you booked, do you have a date for your wedding yet" "Are you getting married in-state or out of state? Are you going overseas?" All of these things are locally relevant, start the conversation, allow you to sift and sort.

Another great exercise to do this is to, sit down and imagine that the person's just walked in through the door, of the florist's shop, so whatever that conversation would normally be ... Because, for 80% of all of the interactions, like, the conversations that we have with, the people listening to this now, or people who think about coming on board, all those things are, all those conversations that we have, are really, 80% the same.

So whatever that staged conversation is ... So, for ours, it might be, "Do you have your audience? Do you have a target audience in mind yet? Do you have a subject that you wanted to talk about? Are you doing this for a particular event, or group of people, or the people you're trying to target?" All of these things move the conversation forward.

Okay, so, that's the second one. So, first one, just get it to them. Second one, ask them a sifting or sorting question that leads the conversation a little bit further down the track. Now, the third one, so, this is four or five days into the process. Typically, it's, well, you would always send it, the first e-mail, on day zero. Typically, you'd follow up on them, on day one.

Day three or four, so, you're four or five days into the process, then follow up with, either an e-mail that's basically more of an informational e-mail, that amplifies the conversation that's already going on. So, either an e-mail that showcases the results, and this is what we've got in the funnel at the moment.

We've got an e-mail that talks about some of the Facebook campaigns that we run, and the opt-in race, and the following sequences that we've got from that, so, our informational e-mail amplifies it, by showcasing some results.

Another option is to highlight a specific point in the book, and add value, or elaborate on a particular point. Because, as we talked about in the content stage, there's always stuff that should get cut from the book, because you don't have time to include everything.

So, there are always a lot of things you can talk about, whether that's another adjacent thing, or whether it's amplifying further into a point. And honestly, the amplifying further into a point is always the better way of going, rather than introducing a whole new element of the subject. But there might be some cases where that makes sense.

So, the amplify and elaborate-type point would be, "Hey, Betsy, I just wanted to quickly follow up with some additional information. I've often, or we've got a lot of questions in the book that talks about how to build a ..." Well, stick with the florist one: "How to pick flowers that are going to be in season for your wedding." Meaning that the availability of them is going to be more.

Some people fall into the trap of having to, picking a wedding date, because it ties in with certain things, but that there's a flower that they really love, but actually, those two dates don't correspond. Then it becomes a real problem. Either they can't get the flower that they want, or it's, the demand for it is very high, or the availability is very low.

So I just wanted to elaborate on this one particular point. So, in these particular, kind of ... This is where my knowledge as a florist runs out. If I was a florist in a former life, that knowledge didn't transfer to this life.

Betsey: Right.

Stuart: But you get the point. It's kind of elaborating and allowing you to add more value, and take the conversation further, by adding something that's additionally interesting and relevant, and continues the conversation.

Again, just like it might be, if they came into the shop. So, if they came into the shop, you'd ask them, have they picked a date for their wedding? They said, "Yeah," "Have you picked a particular, what are you thinking about, in terms of flowers, do you have something in mind?" "Oh, yeah, I really like this particular one." "Oh, actually, that's something, not going to work, because they're completely out of season."

So, elaborate and gum that point in a follow-up email, with a call to action, or their super signature at the bottom, that says, "Here are four ways we can help you to stay. PS, if you've got any questions, I'm always available for phone calls between 9:00 and 11:00, on Tuesdays and Thursdays. So feel free to give me a call. Here's a link to my calendar, to schedule something. Love to chat about your wedding."

All of these things, it's the objective to continue that conversation, enhance the conversation, add more value, and give people more opportunity to raise their hand as interesting, as interested, coming from the point of you of, you're adding value, adding value, adding value. It's the Gary Vaynerchuk, I'm tripping over my words again, Gary Vaynerchuk, jab, jab, jab, right hook-type model of give, give, give, and then, ask.

So that's the first three. Good so far?

Betsey: Yep. Sounds, looks good. All good, yes.

Stuart: Perfect. I just realized what time it is. So there's no way we're going this to the bonus one, so we're going to have hit the last two of these e-mails, and then, we'll do the bonus ones in the next show, just to give people a bit of a cliffhanger.

Betsey: Sounds good.

Stuart: And this is important. I think the bonus ones are interesting, and there are other things, and some of them are shiny and flashy, and some of them are super interesting, but really, this e-mail is the fundamental, and this is a building block, so 100% of people listening...

Betsey: Right.

Stuart: Should do this one, and then, the other ones, like I say, a grab bag. Take and leave.

Betsey: Right, then.

Stuart: So, we've got the three. So, the fourth one, is then what we'd refer to as a spear e-mail. So, short, personal, expecting a reply. This spear e-mail is really just directly asking them a question related to the whole subject, but not necessarily, specifically, referring to the book. So, for ours, we've got spear e-mails that go out, that say, "Have you listened to the Titles Workshop yet?" It's short, it's personal, and it's expecting a reply.

Because, in each of these e-mails, the thing that we're trying to do is start a conversation. The thing that we're trying to do isn't just to bombard people with seven e-mails, because someone suggested that seven is the magic touch point, and by that point, people are ready to buy, and they'll just click on a link. What we're trying to do is engage people in conversation, and get that dialog going.

No, that doesn't scale, if you're trying to do, hundreds of thousands, or even tens of thousands. It can probably scale in the low thousands, because the pickup rate is, would then be in the high tens, or, well, probably in the high tens. It's probably unlikely to get into the hundreds.

So, again, for everyone listening to this, there's always that, we'll have heard it so many times, that people say now, "Well, if I do that, what am I going to do with all the replies? I'll get overwhelmed with the replies." I think Dean and I, on the podcast, a little while ago, said, "Well, dare you. I dare you to send some again, and then, get overwhelmed with the replies, because if you do, that's a damn good problem to have, and ..."

Betsey: Yeah! Absolutely.

Stuart: Find someone to help with that, to fill the responses.

Betsey: Yeah, I remember that, when I was in one of Dean's events, and there was somebody that they, Dean was talking about the e-mails, and she had gotten 35 or 40 within the hour.

Stuart: Right.

Betsey: And was just, like, "Oh, my gosh! Oh, my gosh, oh, my God!" It's a client of ours, and so, I'm like, "That's such a great problem to have. And you've got the interest, you've got their attention. That's the goal." So it's working, it's working. So, yeah, definitely a good problem to have.

Stuart: It's often, the issue is, well, it's a problem in the first e-mail you send out. Or it's more of a problem than the first e-mail that you send out. Because, then, the existing list of people who haven't had any conversation for a while, then suddenly get a response, and that uptake is likely to be far more in the beginning, but it does tail off, when you get into the gradual flow of it, after a while. So, much less of an issue than it could be.

Okay, so, short, personal, expecting a reply. The last e-mail, then, in this sequence of five is really, then, to make the offer, because now, you've had a number of conversation points with people. There have been opportunities for people to express an interest, and take a step.

So, for ours, we've got a monthly sequence, "Are you ready to get started?" Sequence and that again is short, personal, expecting a reply, like all of them. But, really, it's, "Hey, Betsy, are you starting your book this month?" So, depending on what your business you're in, those words will change very slightly, but the overall premise is the same. It's just, keep that short conversation going, but, directly making the offer.

Sometimes, people are afraid, or avoid that, try and be too subtle. But, really, this is a good point in the sequence, because after this, this is the end of that initial touch point sequence. So what we go into, then, is weekly flagship podcasts, where it's just a, more of a generic e-mail that goes out, that, again, adds value, has a super signature that talks about, "Here are four ways that we can help you today," but this is the last opportunity to make that offer.

So, again, relatively short and personal, not necessarily expecting a reply, but having a clear call to action. So, those are the five.

Betsey: Right. So, from day zero, to the fifth e-mail, what happens ... I think I lost something. Can you tell the listeners, that we had, day three, was the amplify, and then, where are we in the final, like, how many people are getting that?

Stuart: Yeah, the last two. So, again, this will vary, depending on who, what your own sequence is.

Betsey: Yeah. Right.

Stuart: So, some things that are very complex might need more time, and some things that have got a much faster serve might use less. So the number of days is less important than the fact that it's gone out. But, generally speaking, I'd do exactly what you said, that first three. So, day zero, day one, day three, and then, probably, day five, and day seven.

That day five and day seven might squeeze that in a bit, to day four and day five, but every other day, apart from those first two, day zero, immediately, day one, the following day. But the rest of them, every other day.

Betsey: Right.

Stuart: And that keeps it in a sequence where you're not overloading someone with, just blasting them with too much e-mail, but also, you're not leaving it too long.

Betsey: Right.

Stuart: So that's a nice balance of the two.

Betsey: Yeah, I think so, too.

Stuart: And then, for the flagship podcasts, weekly, after that, is probably the way to go, yeah.

Betsey: Yeah, I think, that is, people have to figure out what works for them, or what works for the business. But I think, sometimes, people just need to hear a little more detail from us, so...

Stuart: Yeah. Right, yeah, and it must be ... Because we're in it all the time, and it's easy for us to forget about some of the basics.

Betsey: Yeah, yeah.

Stuart: Which is the exact thing that we don’t want people not to do, so it's good to, yeah, it's definitely good to have a starting point, at least.

Betsey: Right, right.

Stuart: Okay, so...

Betsey: I think this is good, really, it's valuable information. I know I say that all the time, but I just think there's just some valuable information there, just, speaking about the five-e-mail sequence, follow-up sequence. That's easy, that's free, it's a few minutes of your time, every couple of days.

Stuart: Yeah.

Betsey: And it's just a great way to stay, keep in touch with your audience, or your active list, or what have you, so...

Stuart: Yeah. And, that sequence, put down an autoresponder, so that you don't need to worry about, once someone's in the sequence.

Betsey: Yeah.

Stuart: That it's automatically gone out, and if you don't have a system that can do that, then head over to gogoclients.com. That's our system, the system we use, and that can do definitely do it for you a bit. Yeah, definitely automate it, rather than relying on doing it yourself.

Betsey: Yeah. Very good.

Stuart: Perfect. Okay, well, that, I think, is a good place to leave it. We'll pick up on the bonus ones next time. I'll put these show notes, and a quick bullet summary of each of these across at nineminutebooks.com/podcast, and this is Episode 57. So, as you're listening to this, head back across, check out the show notes, and there's a little more detail, a little more detail there, along with the transcript, as well. So, easy to skip three.

If you're ready to get started, then, obviously, the very best thing to do is just head over to nineminutebooks.com/start, and there's all of the details of how to get started, and then, by the time you've got the book created, we can have had a conversation about some more of the beyond the book stuff, so that you're really hitting the ground running.

And I think now is a good time for people to get started, as well, because, as we record this, it's mid-April, this is really going to put us into people completing now, coming into the beginning of the summer, and that's a great point to be at, because that gives you the summer to get things started, get things moving with the audience that you already know, and then, puts you in a really good position in the fall, for starting to hit new groups, and people that you haven't necessarily spoken to in the past, and really get that.

This is a good time for everyone to get started, thinking about the next six months, and planning that half year ahead.

Betsey: Yeah, good, awesome.

Stuart: Okay. Well, thanks for your time, Betsy. We will catch up again next week.

Betsey: Always a pleasure.

Stuart: And we'll do the bonus grab bag.

Betsey: Great. Sounds good.

Stuart: Okay.

Betsey: See you soon.

Stuart: Okay. Try and speak spoon. Cheers.