Today on the Book More Show, Betsey joins me to talk about seasonal books.

This is a great topic, because it has two big opportunities for you 1) the seasonality is a reason to get in front of potential customers, 2) it's a way of subtly conveying a sense of immediacy.

If you own a heating company, writing the a guide to Getting Your Home Ready for Winter is a great reason to share information in the fall. If you're a Financial Planner, a 2019 Tax Preparation Guide is a great reason to connect in the spring. The information is valid all year, but the seasonal spike in interest gives you a chance to have those potential clients raise their hand.

Alternatively, a florist creating the 2019 Outdoor Wedding Venue Guide is a great way to reach people planning to get married sometime over the coming years. lt may have very similar information to the 2018 guide, but it's just as valuable, and the date gives it a sense of immediacy. Similarly the 2019 Florida Medicare Guide may have some updated information from the previous year, but that title is more compelling and relevant than simply the Florida Medical Guide which is kept up to date.

There are many examples like this, where thinking about what is urgent in the minds of potential customers, even though you know the information is 'evergreen', is another amplification point to make those invisible leads, visible.

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Transcript: Book More Show 074

Stuart: Betsy Vaughn.

Betsey: Hello, Stuart Bell.

Stuart: How are you doing?

Betsey: Fantastic. How are you?

Stuart: Very good. Thank you. We're recording this on a Monday and hopefully, I'll get it out later on today or first thing this morning because anyone that's tried to speak to Betsy this week, or last week will know that today's the first day that she's got her voice back. It's good to have you back in the zone.

Betsey: Yeah, it's good to be back. It's been a while since we've, well just since we've talked, but even since we've done this podcast.

Stuart: It is. I pushed a show last week which I think I had mentioned I put actually in an email that, which we recorded it a little while ago, and you said I was the first one back in the swing. So, it's good to be back in the saddle. And without wanting to fate a season two podcast by saying "We're back", and then just do two shows and disappear, which I see quite often.

Hopefully we should be good for this year. We've talked about new seasons. Fast forward, we're going to talk about this time, we're going to talk about seasonal books. Seems appropriate. Quite a few questions about it, and quite a few reasons for it to come up in conversation the last couple of weeks. So, I think that will form the basis of a good show today and hopefully we'll give people some good ideas thinking about the dialing in a book that you've already got in mind, or you're thinking' that book is a good idea and a great lead generation tool, those struggles come up with this specific idea. And actually we're going to do a quick fire around today on lots of different ideas, and from that you'll be able to grab something and run with it.

Betsey: That sounds fantastic, I'm looking forward to this.

Stuart: Yeah, it should be good. So, seasonal books, I guess they don't so much mean books talking about the seasons, but just thinking about book in a time-based context, rather than a subject- based context. So, we've talked in past shows and it comes up all the time about being specific with a book and as we say in the book blueprint scorecards to choose a target market and know what you're talking about, but adding a seasonal element to it and it's an element of every agency, I guess of a reason to give people, and this doesn't bode well for the rest of the season if I keep tripping over words this much.

It gives people a reason to opt in now rather than not a reason to opt in now, so little bits of I don't want to say scarcity, but a little bit of emphasis or external validation that now's the time you should get this book because it's of the moment, it's something you can pick up now.

So, a very easy one to think about and one of the reasons because we've been doing biopsy for this book for the last couple of weeks, a reason to think about of course is, New Year, New You. I'm into fitness-type books. So, through the whole of 12 month calendar cycle, anything to do with fitness and diet around new year's tend to peak a little bit more, rather than the rest of the year, so this kind of smaller peaks around the summer and people have individual peaks depending on what their personal agenda is. But I think the New Year has a seasonal importance has a big drive for a fitness-related book.

Betsey: Right, so we're thinking about student also would think that, okay that book, my thought process is that book needs to come out in January. So really, wouldn't that book be started, say end of October, November to have that launching? Is that, launch that book in January, you know, because everybody thinks about it come January. It's going to take a few months to get it going, I mean, it might be a week we go through this every year with different, every subject. You know, every industry. Everybody thinks about that book in January. So we would be processing that book in October, right?

Stuart: Yeah, definitely. When we talk about as we run through the list of all of the dates we're talking about, these are kind of anchor dates if you like, is when the peak interest is. But you're absolutely right, if you weren't ready for that point in time, then you definitely need to start soon and have it ready to go.

And, I mean it's quite possible looking at the fitness world that you'd probably really want to have it done a month or two before that so you can kind of start proceeding the idea in the run up to Christmas. So, have a big push, this is getting into some of the funnel stuff and the campaign stuff, but have a big push in January or immediate stress after Christmas, I guess. The unbox date you really want to start pushing this, get people thinking' about it in that day and time between Christmas and New Year. It definitely has to be ready to go then, but dropping the ideas of the book and depending on which roots you've got to market, beforehand, and finding out who that audience is and how they're interacting with you and with their own health and wellness and knowing what you know about the customers that you work with, and might well make sense that people want to dial in before that.

So, something could be the case there. A January-based fitness book might make sense and to cause to launch three months early, because you know your audience is particularly dialed in and they'll want to get a jump start on the new year, so almost give them the opportunity to go through these, go through these health and fitness steps prior to Christmas, so that Christmas isn't quite so impactful, and then pick up again in the new year.

So, I think the key thing is that you're listening here, not so much think about the exact dates that we're talking about, just the broad concept that there is, as well as topic-based cycle and financial-based cycle, and an industry-based cycle. There's also a calendar-based cycle and that's something that you can leverage if you've got assets. If you got things they're waiting to take and make the most of this calendar-based activity that's going on throughout the year. So, yeah, absolutely, you definitely want to be thinking about this and getting us ready for the date, not come to the day and then think that would've been nice to have had.

Betsey: New Year, new me, oh I should've done a book. You know?

Stuart: Yeah, I was just going to say, that also happens as I've alluded to before, and that old saying give the very best time to plant an oak tree was 100 years ago. And the second best time to plant an oak tree is today. And then everything else comes after that. So, actually this is something you think about you should've done but haven't started yet, then carpe diem and seize the day and get started on it today.

So, that being said, let's run through the list. There are things today we really wanted to focus on, the market, too much in the details of one particular subject, but just go through a whole larger subject to try and give people ideas for what they could write about. Because, fitness is one that obviously stands out at this time of year, it's relatively straight forward.

But a lot of other industries will struggle to come up with a calendar around their ideas. That almost is just an exercise in imagination, the calendar doesn't have to be absolutely validated by anyone else, from the fantastic things that you've seen over the last couple of years is the, well, fantastic and irritating, because I'm going to hit those two extremes, but soon as the expiration of national days, so from Mother's Day and Teacher's Day, and Grandparent's Day.

Betsey: Day

Stuart: Yeah exactly. Speak like a pirate day.

Betsey: Oh yes.

Stuart: From there, I think all of those days aren't unofficially sanctioned by any international standards body, they're just made up by people that, then its gathered traction. So, obviously think about mother's day in the UK is different from mother's day in the US, which always catches my mind. But, they're just picking some calendar-based event doesn't need any external validation. So, some industries it's more of this than others, what calendar items are, what happens at certain times of the year, that's obvious.

But, other industries it's far less like, so obvious ones, fitness, tax time, things like vacation companies and lawn care companies have all got calendars pushed by either code regulation or the seasons. But even things like swimming clubs, I'm just looking out the window and I got some ideas for swimming clubs, car, automotive sales, car sales places, book sellers, all of these things that don't necessary have something that immediately brings things to mind, but things like swimming clubs, the calendar there might tie in with the school cycle. It might tie in with competition cycles, it kind of ties in with fitness cycles, kind of ties in a little bit with the seasons if you're indoor versus and outdoor pool, and as the weather turns colder, that's an external kind of seasonal valuation.

Car sales, that might tie into summer travel, coming into winter, the things you'll need to do to your car to get the, get it ready for winter. Book sales, there's lot of literary festivals over the summer. There's book writing, National Book Writing, month of November. There are all sorts of things, even in industries that don't necessarily have an obvious calendar associated with them. It really is just an exercise in imagination of what you can turn.

So of course this is putting the when with the what. So the what still needs to be relevant, I mean, the calendar cycle thing, this isn't some magic trick that's going to suddenly identify a whole load of leads just because you happen to release something at a particular time of year. The what that you release is still exactly what that you'd have to think about all through the rest of the year. So, again, thinking back to the book blueprint scorecard, we've got going through the selection criteria in the early stages of that so, who is it that you're trying to target? What is it that you're trying to target them for? What's the message, what's the thing, the question they've already got on their mind, what's really going to spark their interest to get them to request a copy of the book. The kind of why there? Why should they care at all in the first place?

All of that stuff stands, so you still gotta have an interesting book that resonates with a problem that they're having. But what we're really talking about today is just the release cycle, what the external factors that are already going on out there, can you use to kind of leverage and give it a bit more of a boost so that people think, oh I should do this now because now is the time and the reason to do it? Well, then, just making the book available for the rest of the year, which obviously you should do anyway.

So far so good?

Betsey: So far so good.

Stuart: Perfect. So, let's run through a bit of a list of the ones that we are brainstorming just before we got on the call. So, I guess let's go through them in order from this time of year, kind of makes the most sense. So, Christmas and new year, we've obviously got things like fitness, diet is another big one, the other things that happen kind of this time of year.

Betsey: Making resolutions, you've got people setting goals, you know being personal. You sound, I mean, so much if you look at social media right now, it's all this personal goals, people are and I do follow a lot of people that are just in specific industries so they're making the bigger goals, but there's a lot of just those personal goals. And it was worth, I don't call them resolutions, but specifically ways to tell you're on to that sometimes.

But, people have got a lot of goals going on. Like you said, everybody is pumped for the new year, so all things they want to accomplish.

Stuart: Yeah, I just might be, that's a good point, actually the difference between kind of the fitness or diet-related ones or resolutions, goal-related ones, as we're talking about it, it's kind of thinking along the lines of the fitness and diet books are seasonally specific because a lot of people are thinking about the subject at this time of year. But those goals and resolutions, people are thinking about goals and resolutions but then, less about the specifics of what's in it. So that's sort of financial freedom, if you're becoming debt free is a good example. That's quite often a goal at this time of year.

So that as the subject of the book, whatever resonates with a person's becoming debt free or the other exercises that we talk about to create the book, that still stands. The time-based element of it, the calendar based element of it is the fact that here's a book that will help you achieve your goals, the resolutions that you are already setting, already talking about at this time of year. So, I think that's another thing to think about as we're talking today. It's not specifically that we're talking about writing a book that ties in with something seasonal, it's the campaign around the book could also be a bit that's seasonal.

At the end of the day, all the conversations we're having here is really to compel more people to raise the hand and start more of the conversations towards eventually doing business with someone. So when that, say, specific book idea for a subject or it's a specific campaign that's seasonally triggered, I think both of those are applicable. I could tell that before we started, I was really thinking that more in terms of books. But thinking about it from a campaign perspective makes just as much sense.

So moving into springtime then. And then, as I said, really want to dive through these pretty fast just to get people thinking about ideas rather than go deep on them. So, as you're listening to this, if you've got any questions or want us to go deeper on any particular subject, then just either leave a comment on the podcast page, or shoot us an email to podcast@90minutebooks.com and we'd be more than happy to go into a bit more detail in a future show.

So, moving into spring, a couple of examples that I was thinking about was kind of like realtors and home renovations, all of that kind of spring cleaning type, side of things is definitely something that happens at that time of year. I guess as well we're coming into tax time, well it's January when we're recording this, so the end of this month beginning a few into next month, if you're in the UK and listen to this, tax time is more around the beginning of April rather than the end of January. So, all of those things are calendar-based elements that we know are coming up. Both book son those particular subjects, and campaigns around those subjects are likely to get a lot more traction.

And again, I think thinking about, we were talking before about some industries are very obvious, other industries are less obvious. The tax planning one might be, or even the home renovation one is something that's very leveragable across different industries. So, we've, at the beginning of, or at the end of last year, we sent an email out to say, "Hey do you want to get started because you could always jump on board and get ready to write a book this year, being 2018, but then complete it next year, 2019, so you can have it as a deduction in 2018."

So there's always a way of leveraging other people's calendars or other people's, other industries, the time constraints that they've got for your own business. I think one other thing that I would do is read modeling or high renovations or decorating or landscaping can take advantage of the peak of the real estate industry in spring where people can come out of winter and start think about listing, than later in the year.

Can you think of any others that we've got around that beginning of the year time?

Betsey: How do you project how long total people prepping that think that that world phase is so, because of paranoia, a bigger one?

Stuart: Yeah. Summer vacations is the one. I guess the other one is railed. You seek gives me advertising, quite a lot at this time of year. The viking, the river cruise company, which just as an aside now, I was talking to Phil yesterday, I popped down to see him and he was talking about the Viking guys. Apparently, they started that with a relatively small loan and rebuilt a barge, in I think the Netherlands or Belgium for the barge started to in a cruise off one boat. We were trying to look for the exact year, and didn't find any at the time but that was kind of around the early 2000s and now it's a billion dollar company.

Betsey: Wow!

Stuart: Yeah, huge success.

Betsey: I have a sample I put on my desk, right now, of Vikings.

Stuart: You do?

Betsey: It is huge. It is something we're looking at doing in the fall. I've taken a great interested in the European river flow is. And that's one of our plans, but this canceling is specific to 20/20 like they're really pushing 20/20. And I got it like a week ago, and there's some stuff I have to go to their website to find it hidden before then.

Stuart: So, that's interesting. Because that suits you, oz is what you're going to find in the beginning of 2019, that seems like a long lead time out. They've known you in the industry cycle, they'll have data and intelligence of how far in advance people are booking that time period for vacation. So, if you know that you need that much lead time to make a decent number of conversions, or that the average interest to motivation cycle is that long. You really then could start planning backwards from there, and putting things in motion.

Are you seeing things like, going back to like the calendar cycle, knowing that that cycle had such long lead, or seeing what they're advertising was, or when in the year their advertising was, if you had business that had anything to do with people going on a cruise type vacations, then structuring a whole campaign or even a whole book around that particular thing.

I can imagine a scenario where you knew that vikings spend 80% in January and February marketing to US customers for European river cruises because they know themselves that people are usually buying for that big of trip from here to there, that big of trip is usually like an 18 month planning cycle, so if you were a luggage company or if you were a chateau on one of the viking routes, and you knew people were coming in to town, then writing a book targeting the same demographic in the same place at the same time of year helping people plan for the perfect river cruise, either or make the most of your river cruise, even though you're not a river cruise company yourself.

The whole purpose is to get people in ways, the ones who are that kind of target market.

Betsey: OK this is a little off subject, but the funny thing is I started looking at these cruises, and I said to Mike, I said, "Are you looking for new luggage?" And he said, "No, gosh." And that has been all the ads that I've been hit with. And I'm like, that is so weird, and that's exactly what you're saying like, okay you may not be exactly in the river cruise business, but hey the luggage company, the air travel company, there's all these things. I just thought that was hysterical because I thought, and it just dawned on me where I thought, we just bought luggage like last year, so I thought why would he be looking for luggage? But, he wasn't. It was just that thing that's been watching us. Yeah, so that was the funny example I thought I knew how it worked.

Stuart: Exactly the same. So we're doing a whole thirty dieting through January. So that's a relatively, it's not quite keto. It is relatively strong matches with both paleo and keto diets. So, some of the stuff that I've been looking at is a bit more in that campaign, and then having seen one or two Instagram ads for keto stuff which is of interest, so I clicked on that. Now, if you looked at my feed today as opposed to even a month ago, I'd never seen a keto ad before, and now probably 60-70% of them are on keto ones.

Yeah it's really, you really get that kind of filter bubble effect going off. But, a big old glass full of money behind it because it's worthwhile, so we're not talking about some of the same budget, but having a similar approach or lavishing some of the techniques that the bigger guys use, definitely worthwhile.

And if you are in an industry where it's like, you're not an account times, not super obvious what things move the calendar at different times of the year, then just leveraging off competitors is a perfect way of still trying to get some of that movement, whether it's to the extent of writing a book individually talking that particular subject, or whether it's just taking an existing book and targeting the campaign to it. Definitely worthwhile. And, I'm struggling to think of an industry that I'm sure whatever industry is out there, we could think of way of leveraging some stuff that other people are doing.

Okay, so, talk some more, talk about there's a whole kind of replanning and reporting side of things very specific deadlines, low down that people need to meet so that's in terms of what people immediately need to do, and then the more broader financial goals setting for the planning time steps, there's this early time of year there's a big spike in activity there. Moving kind of into Easter and toward May time of year, you've kind of got more fitness stuff as summer's getting closer, really starting to come out of fall and spring and weather's warming up so people are thinking about it a little bit more.

All of the sporting activities, that have been shut down over the winter or curtailed over the winter, available again, so thinking like, well now I'm free to a whole new world of sports: tennis, golf, all those fitness type things and the apparel and the equipments, industries like those all around them that are big in springtime, type of event.

I guess then I should move into the summer, you're getting in towards, late spring or early summer, I guess you're getting into exam prep, a lot more of the academic subjects are coming up, people are testing and then also thinking about schools for the fall, so there's a lot of that activity that goes on around that time of year. Again, whether you're specifically an education writer or kind of in the auxiliary industries. Big time to get stuff picked up then. More like things like gardening, landscaping, all that's starting to pick up again. I work with mosquito authority guys, they're very much a summer based business, in the sense of spraying, it really quietens off a bit over the fall period and winter so having things good now during summer campaigns and building up towards that activity picking up again in the summer.

I guess one of the other things around and I'm just looking down on the notes, kind of looking back to the tax time, goals and there's that element that's tied into that is all the legislation for many different industries. I think some things around legislation like, what's an example? Building codes, and things that don't necessarily have a time based component to it. That's not quite so relevant because if someone's doing some renovation work on their home and it falls into that category, then all of their legislation cycle will just become as apparent if and when they're doing the books.

It's not like everyone's trying to hit a particular deadline, but if there are changes to regulations, if there are new rules being put in place in the local area, if planning permissions changes, if some, again financial debit or tax legislation changes on properties or investment properties or anything like that. Any legislative change, those got a date associated with it, which obviously a lot of them do, then that's a great way of turning things in. Because those ones particularly might be things that the average person isn't aware of, so one of these things that happen in the background that kind of industry, you really gotta be involved in the industry to know all the details. Maybe if you got the time based to get to catch people's attention and have that kind of deadline associated with it. But there's the details that, what does it mean to me, what does it mean for me, type thing as well as this is happening and you need to know about it now, and here's what you need to do about it before this certain time.

So, there's also opportunities around legislation I think and even things like, what's it called? CPD: continual professional development, all of those things where people need to get into certain number of hours per year. I know a lot of medical professionals have that, accountants and financial will have that. I think even the real estate guys have that. There's a certain amount of professional development they need to do each year for licensing, their own industry licensing. So, if there's a deadline, people need to do it within certain calendar year, then that's another big external motivator for people to do something and do it now.

Okay, that was a bit of a tangent but I do that too.

Betsey: But this is all good stuff, you know. Thinking about that missed timeframe and talk about the summertime and then prep and graduation, and you know, the college tours and things like that. And then there's back to school come August. That's so many areas around jut not necessarily being an educator, but all the things that go around it, you know? Either preparing to leave for college or preparing to start school or some of these subjects that could possibly come up.

Stuart: The whole housing thing, around summer, the whole kind of parents’ nervousness around kids going away for the first time. There's lots of industries around that. The traveling back and forth, insurance, getting kids set up in dorm rooms, mattress companies, there's so many things associated.

Betsey: Think about all the things, I'm just thinking probably more from a college level, but just anyone going off to school or all those things that you need to do. And you think it's just going off to school but you know, oh parents worrying about going off to school. That's like an anxiety book, like a medical book that this is focused on, because you start anxiety just talking about that. And then, yes, all the way down to oh my gosh, we have to buy coat hangers for our child for their dorm.

Stuart: And it's a goofy manager this separation that we talk about between the profit item line number two of identifying people in the target group, identifying them to raise their hands, so they're identifying themselves. And then profit item line number three, kind of patiently and systematically educating and motivating people to take the next step with you. That separation I think is key to remember all of this because too many people will think. Imagine you write something that was the checklist to sending your kid off to college, and it was a book that talks about the, okay here's the 25 things that you really need to remember, and address. The top 25 things you need to address. And just take a little bit of time to think about what that book would be, and you were a mattress company, and as part of the, one of the 25 was a reminder that they might be sleeping on a mattress that 60 kids have slept on before and goodness knows what's gone on, so for an inexpensive cost, one of the 25 things should be, buy them a mattress as well.

That as a lead generation piece, your target market for this campaign is identifying parents who have got parents who have kids who are going way to college for the first time. It's not necessarily, you're not trying to just identify the parents of kids who are sending children off to college for the first time, and you think they might want a mattress. That's secondary tier. The first one is identifying that group of people. Everyone in the country, who is the small subset of people who could potentially be a customer? And then identifying them, and then follow up with them to educate them on why it's important they should also think about also investing in a new mattress for them as well.

So, lots of things that we talk about, people try and cut to the chase too quickly. And want to do the sifting and sorting as part of their identifying, but all of these things, these currently based ideas for getting it out there and giving people while raising their hand. It is a separate job. The job of work is just to identify a group of people, and then separately, educate ad motivate them in separate and individual ways that we've talked about before and we will talk about again. But, yes, separately do the job of sifting and sorting. And that's an important thing to remember, otherwise people will, they try and limit the opportunities of collecting names for the sake of trying to sift and sort at the same time, and they're definitely two different things.

Okay I moved out of tax, we got to do the hard eight today. I'm just going to quickly do a blast through the rest of this list.

Betsey: Go for it.

Stuart: And hopefully give people a last couple of ideas. So, towards the end of the year, then we talk about back to school. As we're moving into the fall, we've got things like, winterizing homes and houses and boats. Getting ready for Christmas and Thanksgiving so more family based holidays. Clocks changing, it's getting colder, all these things that are happening that might trigger things in your customers mind as to why now is the time to do this thing.

And then towards the end of the year just had a couple of things that we talked about the summer sports coming again early in the year. Of course, you have all the winter sports coming in later in the year. And then we start again, we're back around at Christmas and New Year.

A couple of other things that came to mind as we were talking through it then, are things like industry and national awards. So, award ceremonies tend to happen at certain times. Again, it might not be absolutely specific to the customer, but it might be a way of pivoting or leveraging things that those conversations that those award ceremonies kick off. That might start conversations in your customers' minds and then you can kind of join into those conversations at the right time.

Rules and legislation changes or calendar-based elements for rules and legislation, both kind of national or industry wide or locally. You've got customer cycles in the sense of well actually they're the creators, Viking will know their dates and that's why they're starting 18 months in advance. If you know that, like realtors have got regular peaks, fitness places have got regular peaks, so depending on what your customers are doing, think back from the end purchase back through to their buying decisions and how they're educating themselves beforehand. And think about what in the calendar might trigger those.

Weather events an obvious one, kind of how seasons changes, we kinda talked about that already. And the last one I had on the list is compared to their calendars, so I'll look to see what your competitors are doing. And how they're advertising and when they're advertising and what points they're picking up on. What activities are they doing that will get some traction, will get some new cycles, will get some interest and some conversations going. And then what can you do to leverage off that and make the most of it as a way to get in front of people and have this calendar-based element to really trigger them to take, or encourage them to take that step now.

Betsey: All right.

Stuart: That was the rest of that list. The other thing I suggest people do is go over a fair amount of books. If you go to the gallery link at the top or 90 minutes books purchase gallery. There's an armload of covers that we've got left there, many of the other books that we've done. And just go through that list and you'll see time based ones, specifically, but also just look in the titles and see what people are talking about. And then for your own peace of mind, exercise, go through and think about what elements also have a sense of urgency attached with them. So, whether it's the title, whether it's the sub heading, whether it's the image on the cover, don't necessarily get too caught up on specifically what's there, but think about, just use that as an idea to pivot over into your own stuff and think about what you can create, either book wise or campaign wise to get the message out there.

Betsey: Say again.

Stuart: Okay. I'm trying to think is a good start back. Thanks for your time. Thanks for everyone listening. Note, a shout out as always all across 90MinuteBooks.com for touch podcast. This was a bit of a surface level hit on a lot of stuff, so if you do want us to dive deeper into any of these particular items, then just shoot us a note to Podcast@90MinuteBooks and we'll get that picked up and be able to dive into it in a later show. Apart from that, we will catch you on the next one.

Betsey: Very good, take care.

Stuart: Thanks, Betsy. Bye!