Mike Capuzzi's Blog, page 6

10 Reasons Why a “Shook” Is the Perfect Lead Magnet Book

In this article, I want to share my personal insights for creating an effective lead magnet book using my short helpful book or shook template.

I have been helping business owners, entrepreneurs, and corporate leaders publish books and ebooks since 2008 and over the past 16 years I have perfected the recipe for creating a powerful type of lead magnet book for lead generation and to grow your business — the shook.

For MOST individuals who want to publish a book to distinguish themselves and their business and generate leads, a shook is the best type of lead magnet book to publish, especially if your focus is on:

Helping your potential customers first with short, powerful information.Differentiating you and your business from the competition.Being the expert in your niche.Leveraging the power of being a published book author.Getting this all done quickly and effectively. What Is an Effective Lead Magnet Book?

An effective lead magnet book is a short, value-packed book designed to attract and engage potential customers or clients by offering valuable information or insights in exchange for their contact information (typically their name and email address). This type of book, which can either be traditionally printed book or a downloadable ebook, is first and foremost a strategic marketing tool designed to generate leads and build a relationship with potential customers.

High quality lead magnet books:

Are aligned with and highlight your brand.Offer helpful and actionable content.Can achieve a high conversion rate.

The type of lead magnet books I want you to create, shooks, are intentional—in the way they look, in their singular focus, how the helpful content is choreographed, and in their ultimate goal—to get readers to take action and ultimately become your customer.

Shooks are faster to create, easier to read, and are designed according to an intentional and proven direct response marketing formula. This is an important and critical differentiator from all the other types of books out there because direct response books are focused on getting readers to respond (not just read and put on their bookshelf).

With this in mind, let me describe 10 reasons why I think shooks are a valuable lead magnet book to create if you are looking to attract and convert new business.

1. Shooks Are Faster & Easier to Create

The biggest benefits to publishing a shook are speed and simplicity. The fact that you only have to create a 10,000-15,000 word manuscript means you can literally create your lead magnet book in a few short weeks (or faster). Remember, the typical business book contains 75,000 words or more, so you can see the immediate benefit of publishing a short book.

2. Shooks Grab Attention

Since the most obvious difference between a typical printed standard business book and a lead magnet book is the size, let me start by describing what makes a shook a shook. Printed shooks are professionally printed, perfect bound paperback books. They are similar in quality to the types of books you buy on Amazon or at a local bookstore, and they are designed and formatted by professional book cover and interior designers, so they look and feel great.

Rather than the 5.5"x8.5" or 6"x9" trim size of typical business books, most lead magnet books are intentionally designed to be 5.06"x7.81" in size, making them slightly smaller, and therefore, different looking than other books. This size creates a “pattern interrupt” when you hand a prospect your lead magnet book because it’s different from what they are used to. Today, appearing new, fresh and different is a smart strategy to get noticed, which is why lead magnet books are designed the way they are.

Instead of the “There is no way I am going to read that” response many people have when they get a standard book, a shook’s size invites them to read.

This smaller size also makes your shook easy to carry, share with others, mail and display. I keep several copies of my lead magnet books in my car and in my laptop bag, so I always have them on hand to give away when I meet business owners and potential prospects for my business. My shooks are my business cards.

3. Shooks Are Physically Easier to Read

Shooks are designed to be physically easier to read. I don’t know about you, but as I get older, reading printed text either on paper or on a screen is getting harder.

Most designers do not worry about the physical readability of books, marketing, and advertising materials, which is a big mistake. Instead of using design criteria and typography that are easier on the eye, they use a hard-to-read layout and hard-to-read fonts. Remember, if a person cannot easily read your content, there is a high probability he or she will simply give up trying.

For years, I have been preaching about the importance of making everything you create easy to physically read. As a side note, if you visit my Small Business Marketing Tips blog (https://mikecapuzzi.com/small-business-marketing-tips/) and do a quick search on “readability,” you will find many articles and examples where I discuss the importance of making your marketing material easy on the eyes.

4. Shooks Are Faster to Read

Most business books have 50,000–75,000 words, with many exceeding 100,000 words. They tend to be at least 200 pages and often can reach 400 pages. They take the average reader days, if not weeks, to read, and while my bookshelf is filled with these traditional types of business books, I wanted lead magnet books to be different. I am not saying the world doesn’t need these types of longer books; I am saying most business owners would be better served publishing a lead magnet book instead of a traditional book.

Shooks contain 10,000–15,000 words total and on average have 100–120 pages, but these are smaller pages, so they are faster to read and can be read by an average-speed reader quickly. This means you can have an hour or two of “quiet time” with your readers, where they are focused on your message, getting to know you, and how you can help them better.

5. Shooks Are Focused

Shooks are written for a specific and targeted reader, typically the type of person who would be an ideal customer for your business, and if you could wave a magic wand, you would be able to find hundreds if not thousands of similar people. They offer helpful information your target reader is looking for to address his or her goals or pain points. They are not meant to be the “complete and final” word on a topic. Instead, they contain highly focused content that offers helpful information, insights, tips, ideas, etc., on a topic.

Rather than teach a reader everything about the topic, lead magnet books enlighten readers with your unique knowledge, expertise, and opinions and then extend an invitation to get more from you as part of the “next step.” If your subject requires lengthy text, my suggestion is to consider a series of lead magnet books instead of one long, traditional book.

6. Shooks Provide Undivided Attention

When expertly crafted, a shook provides about an hour or so of focused “conversation” with your readers because you are helping them with a specific topic they want help with.

By providing this laser-focused message and related content, you are practically guaranteed your targeted ideal reader will devour your lead magnet book, cover to cover. This means you have their undivided attention and focus on you and your message.

The benefits of this undivided attention?

Increased name recognition.Enhanced reputation and deeper trust.More transparencyEstablished authority (notice how the word “authority” starts with the word “author?)

What other marketing media do you use that has these types of big benefits?

7. Shooks Offer Additional Information

Shooks are interactive and have various opportunities to offer something valuable to readers. You should boost the power of your lead magnet book with free online content that you can offer with a private, book-only landing page and opt-in. This allows readers to get more helpful information and gives you the opportunity to capture their contact information and build your email list for follow-up email marketing via a focused funnel. 

The best lead magnets you can use in your lead magnet book are relevant to your target audience and help your audience with whatever the focus of your book is. Here are some lead magnet ideas you can offer a white paper, online course, valuable checklist, case study, templates and tools, etc.

Offering this additional information opportunities will be greatly appreciated by those readers who love what you are sharing and want more from you.

8. Shooks Offer a Clear Next Step

Shooks have a clear “next step” call to action to get interested readers to self-identify. When people read your book, there’s a high probability you will have intrigued them and provided value and reason to take the next step, whatever that is for your sales process. Working together, we will uncover this next step and incorporate it clearly in your lead magnet book.

9. Shooks Are Versatile Content Marketing Assets

The beauty of shooks is just how versatile they are in your content marketing and brand efforts. You can create digital and audio lead magnet books to be used on your website, dedicated landing page, and social media channels to grow your email list. You can use the print version as an event freebie and workplace display. You can give them away for free or sell them. The possibilities are vast!

10. Shooks Are Valuable Business Assets

When you put the effort into writing a quality lead magnet book, you can do it once and then use it year after year in your marketing efforts to attract new prospects and create new customers. Few marketing assets match the long-tail power and business value of a high-quality lead magnet book.

A Shook Is a Great Lead Magnet to Generate Leads

I can think of no other piece of content that has so many different and unique benefits as publishing a shook to promote your product or service, attract potential customers, and help you build your authority and expertise. Regardless if you market a B2C or B2B business, when you create a shook that is relevant to your audience you have a potent tool working for you 24 hours a day, 7 days a week.

If you would like my help creating your shook, reach out to me. Schedule a Shook Strategy Session here.

The post 10 Reasons Why a “Shook” Is the Perfect Lead Magnet Book appeared first on Short Business Book Publishing for Business Owners and Corporate Leaders.

How to Write a Business Book to Boost Leads & Sales

Right from the start, I want you to know that my intended readers for this article are business owners, entrepreneurs, and corporate leaders who want to write and publish a business book that turns readers into customer, clients, members, students, etc.

(For the sake of simplicity, from here on out, I will refer to the first group as “business owners” and the second group as “customers.”)

I am creating this for men and women who want to write a business book to build authority, generate leads, and boost sales. Typically, these are non-fiction books focused on your expertise.

In other words, writing a strategic business book to build your authority and generate new business leads and sales. Typically, these are non-fiction books focused on your expertise.

In many types of businesses using a book to attract ideal customers is an effective strategy. Check out what marketing strategist, Dan Kennedy, says about this.

I also want you to know that this article is written for the person who is not looking to make money by selling books, but instead by connecting readers to your much more profitable products and services.

And finally, this article is written for time-strapped people who want to learn more about a proven book structure and template for writing a short business book that takes the average reader about 60-90 minutes to read, cover to cover, and takes you a lot less time to write.

Write a Business Book That Is a Short Business Book

I want to be very clear in describing the type of business book I want you to consider publishing and understand the two critical differences from 99% of the business books you are familiar with.

Difference #1-These Are Lead Magnet Books Meant to Be Given Away

The type of short business book I’m focusing on are first and foremost marketing and sales tools. You may have heard them called other names such as:

Lead magnet booksAuthority building booksCustomer attraction booksTraffic and conversion booksMicro booksMoney making booksPromotional booksLead generation books

Regardless of the name, these are tactical books that are designed to help targeted individuals solve a specific problem or achieve a specific goal and are meant to be given away for free (or almost free) to ensure your book gets in the hands of as many ideal target readers as possible.

With smart advertising, digital marketing, and lead generation, your goal is to get as many “ideal readers” (who fit your perfect customer profile) as possible to get your book, read it, and act on it.

To do this you must think differently than most business books authors and NOT FOCUS on book sales and making a few dollars selling your book, but instead investing in your future bank and making money when your book readers become customers.

People have all sorts of motives for writing a book, however in my opinion, the experience of writing a book that will help many people and help you and your business is a WIN-WIN opportunity.

Commit to writing a book that helps first and sells second.

Difference #2-These Are Short Books Written to Be Read in an Hour

Publishing a book has been an effective way for businesses to offer helpful information to solve a specific problem for over 120 years.

Throughout the 20th century books were offered to consumers who have a specific problem or desire, as a tool to help them.

The "free book" advertisement below is from 1903 from the Ostermoor Mattress Company, which used a free book marketing strategy for decades.

But there is one critical difference today than in previous years—the lack of free time available for people to read your book and for you to write it.

Most consumers (my estimate is 95%) don’t have the time or attention span to read long books, regardless of the subject’s importance or interest level. They may start with the best of intentions, but after a few chapters, something else gets their attention and the book is put down, never to be completed.

Unfortunately, the promise of the book, the reason they started to read it, is never fulfilled, which is why I want you to consider publishing a short business book instead.

Specifically, a short business book has about 100 to 120 pages and a word count of 12,000-15,000 words total. Typical business books are 200 pages or more and contain 75,000 words or more.

# of Pages Time to Read Time to Write Calls-to-Action Typical Business Book 200+ Many hours Many months No Short Business Book 100-120 1 hour 6-12 weeks Yes

Instead of overwhelming readers with hundreds of pages of content (and sharing everything you know about a topic), give them the essential information they are looking for and nothing else.

Think of your book as an hour-long conversation between you and your reader.

If your topic requires more than a “conversation,” break your content into multiple short business books.

I have said it hundreds of times… I think it’s better to publish three 100-page books than a single 300-page book.

By intentionally designing your business book’s content with helpful, bite-sized chunks of  information on a specific and focused topic you are much more likely to be able to help your readers and get more of them to work with you.

I have my own way of describing these types of short business books. I call them shooks, which stands for short helpful books and make no mistake done right, these shooks are super effective at attracting quality leads and turning them into sales.

Before You Start Writing Your Manuscript

The key to creating a lead magnet book, which will position you as an expert authority and attract more ideal customers for your business, is to take some time and consider what you are trying to accomplish.

I’m not suggesting you invest weeks or months “planning” your book, but you do need to spend a few hours thinking this through.

To help you with this process, I have identified the following key elements to starting your book. Going through these and using them to plan your book will give you a powerful fast start.

Your Goals for Writing a Short Business Book

Like any worthwhile business and content marketing effort, you must start by thinking about and articulating your goals for the project.

Specifically, to your book, there are two types of goals you should consider before you start on your book content.

The first are your own personal goals you want to achieve with your book. Consider these questions:

What is your big goal with your book?

What is the #1 thing you want to accomplish?

How will you know you have accomplished it?

What metrics will you use to know if your book is doing what you want it to do?

The second are your goals for your targeted reader. Consider these questions:

What do you want your readers to achieve after reading your book?

What do you want your readers to do next?

Identify Your Ideal Reader

It’s important to have a clear picture of an ideal reader so you can work on creating content that  attracts as many as possible while simultaneously repelling those who do not fit your ideal reader profile.

You should write your book for the type of person who is a great customer for you and who you want to serve.

You need to think about this person and what they want/need and craft your book’s content to give them both.

Remember, your ideal reader wants:

To learn more about you/your business and how you can specifically help them.To get something they crave.To reduce pain, expenses, wasted time, etc.To gain pleasure, health, time, money, comfort, happiness, etc.A trustworthy authority to give him or her a simple and clear path to getting all this. Identify Your Book Hook

Your book hook is a big idea and purpose of your book. Your book hook should:

Be emotionally stirring and wake him/her up.Be easy to understand.Sound new, unique, original, and break through the noise and clutter.Be instantly appealing (to your ideal reader).Connect the dots to your product/service.

To help you develop your book’s hook, consider these questions about your ideal reader:

What is keeping them awake at night?

What are they mad about?

What do they desire the most?

Your readers want simplicity and clarity. Do your best to make the hook as specific and simple to understand.

Create a Compelling Book Title

The title (and pre-title and sub-title) of your customer attraction book are a critical aspect of creating your book. An effective, attention-grabbing title will make your book irresistible to your ideal reader, whereas a poor title will fall flat.

Developing a great title is typically an iterative process that takes time and consideration. Do not rush this process.

Personally, I prefer simple and direct titles and more detailed sub-titles. I like to try to keep the title short and sweet and then expand on it more with a sub-title. Here are a few of my clients’ titles/sub-titles:

5 Steps to Reset the Scale: Discover Why Weight Gain Is Not Your Fault and How to Take the Weight Off for Good

The Osteoporosis Breakthrough: The Natural Way to Reverse Causes of Bone Loss and Build Great Bones!

Medicare Made to Order: A New and Exciting Way to Think About Medicare and Get the Benefits You Deserve

Are Your Teeth Toxic?: What Your Dentist Never Told You About Mercury in Your Silver Fillings

How to Survive a First-Time DWI: 7 Critical Questions Answered

Snore No More!: An Essential Guide for Those Looking for Freedom From CPAP

You’re Not Alone: Living with Dementia

As you think about your title, keep these do’s, and do not’s in mind.

Do:

Make a promise of a benefit.Be simple and direct.Target an audience and use their language.Use metaphors, alliteration, popular phrases.

Do not:

Rush this process.Use “special report type” titles (e.g., hype).Forget how important your title is! Your Business Book’s Calls-to-Action

What I am about to share is one of the BIGGEST mistakes I see business book authors make.

In my experience, not providing simple ways for readers to either get more information from you or connect with you is a huge, missed opportunity.

Think of your book as a conversation starter.

To keep this conversation moving forward, you must offer at least two different pathways for readers to take after they read your book:

 Your Active Call-to-Action.

 Your Passive Call-to-Action.

Your book’s Active Call-to-Action is the #1 thing you want readers to do after reading your book. For most book authors, it is one of these main things:

Call you or visit you.Schedule a call or visit with you.Participate at an event or seminar.Take an assessment.

Your book’s Passive Call-to-Action is the secondary action you want a reader to take and is designed for you to collect email contact information in return for additional helpful information.

What simple and easy-to-digest information do you have that readers will want? This could be a tip sheet, action plan, a “lost chapter,” additional training, etc.

One smart strategy to think about here is what new problem have you created for your reader and then offer a fix for that problem with your Passive Call-to-Action.

An Important Reminder

Many business owners ask me “Who am I to write a book because I am not a very good writer?"

One of the most valuable recommendations I can offer you as you begin to work on your book is to “Strive for personality, not perfection.”

One of the biggest mistakes I see authors make it the obsession with trying to write the perfect book.

Trust me, there is no such thing. Instead, I would much rather you focus on writing like you talk and not be worried about literary perfection.

Your book is a printed version of you talking to an ideal prospect, so stress less about how well you write and more about creating a personal connection with readers.

I recommend you get feedback from individuals you trust and important team members on what you choose to write to create a great book you will be proud of and one that will help a lot of people.

A Proven and Profitable Short Business Book Template

What I am about to share with you has the power to transform your personal positioning and business marketing in unimaginable ways.

Whether this is your first business book, or you are a seasoned book author, this works.

I know this because I have worked with more than 250 business owners, entrepreneurs, and corporate leaders and helped them become short business book authors.

My “shook template” shows you what you should include in your authority building book starting with the front cover all the way through to the back cover.

Section by section. Chapter by chapter.

There is no need to reengineer this template and the astute reader will immediately begin to figure out ways to start using it to write their own short business book.

My recommended short business book template has five main sections with each part containing a set of chapters specific to that section. These sections are:

The Cover Content.The Front Matter Content.The Main Matter Content.The Bridge Content.The Back Matter Content.

The specific content and chapters you decide to include are up to you, but I highly suggest you follow this proven formula to create a powerful book to differentiate you and your business.

Cover Content Front Cover and Spine Details

Your book’s front cover is where you get the opportunity to make a powerful first impression, and unless you are a graphic designer yourself, you want to let a professional create your book cover.

Using the right graphics, fonts and other details is critically important, and you don’t want to be sloppy or cheap about this.

As far as the spine, you want to have your title and your name on it. Your goal is to make it easy to find your shook on a bookshelf.

Effective, attention-grabbing title and sub-title—crafting your book’s title and subtitle is an iterative and important process. It’s like developing a strong headline when copywriting and requires time, work, and rework to get it right. The good news is if you’ve identified your targeted reader and your hook, creating an attention-grabbing title that practically forces people to want to read your book is simple.

Back Cover Details

The back cover is the final piece of the three parts of your book cover (front, spine and back).

Regarding the back cover, here are some smart things to include:

Strong reason to read headline.Book description including a few specific here’s what’s insideV.I.P. testimonial.Reader reviews/testimonials.Short author bio and photo.Main website or shook-focused site URL.QR code to website.ISBN and barcode (if selling via retail).Price and book category.

Click here to read more and see business book cover design examples.

Front Matter Content

Reader Bonus/Gift Offer—we’ve finally gotten to the first page of your book. This is the right-hand side page that is first seen when somebody opens your book. In many books, this page is left blank or is the title page, but I recommend you leverage this valuable real estate and create a page that is specifically designed to be a reader bonus/gift page where readers can get a valuable bonus/gift. This is the Passive CTA I described above.

Also By page—this is an optional page, but if you’ve created other books, reports, trainings, etc., you should include them on this page.

Title page—your title page includes your title, subtitle, and name. I like to design this page so that it leaves room for you to write a personal note and autograph your book.

Testimonial page(s)—this is an optional page, but if you have testimonials/reviews of your book, you should include them here. The way you get them is to give out prerelease copies to specific individuals and ask them to write a short testimonial about it. Be strategic about who you ask to review.

Copyright page—this page includes all copyright information, disclaimers, publisher details and important legal information.

Dedication page—this is an optional page that allows you to dedicate your book to an important person or persons, a group of people, specific niche, etc.

Acknowledgements page—this is an optional page that allows you to acknowledge and thank people who were helpful to you in creating your book.

Table of Contents—the table of contents is an important part of your book and should entice readers to want to read it. Make sure you check and double-check the titles and page numbers to make sure they are correct before going to print.

Foreword—this is optional, but if it makes sense and you can find a V.I.P. to write the foreword to your book, it can make it that much more powerful. When thinking about a person to write it, consider who you would like to have associated with your book and who may be inclined to share it with their circles of influence simply because they were asked to write the foreword. If you cannot find a notable V.I.P., consider asking a valuable customer to write it for you.

Who Should Read This Book?—I like to be upfront and transparent with my book’s goals and exactly who I created it for. While I appreciate people who are interested in my book, if they don’t fit the profile of the types of business owners I’m looking to attract and work with, they do me little good. This chapter allows me to boldly proclaim who should and should not read my book. In turn, this will strengthen the bond with my target readers, since they know I wrote it specifically for them.

My Promise to You—starting your book off with a bold promise is a smart way to keep you focused on what you must deliver and prepare your readers for what to expect. Few business owners set any sort of lofty expectation these days, so making a promise from the beginning shows you are different than the masses.

Introduction—I recommend all short business book authors start their book with a “reason why” Introduction that articulates the reason(s) why you are publishing it. Let your readers know what they will get by reading it, why it’s different, and why it’s important they read it now. An excellent book recommendation for crafting your “why” is Start with Why by Simon Sinek.

Main Matter Content

Main Content Chapters—this is where you include your main content chapters. Remember, these are bite sized chunks of information focused on helping the reader with your book hook. The typical length of these chapters is 1,000–1,500 words depending on how many you have.

If you are looking for a simple yet effective formula for your Main Matter content, I suggest you come up with 5–7 frequently asked questions, should-ask questions, secrets, tips, or ideas that are readers’ most common or pressing, and write your chapters around this content.

By “chunking” your content into 5–7 main ideas, you’re making it easy for readers to read your shook and making it easier for you to write it. Remember, short business books are NOT meant to teach readers everything you know about the topic. They are meant to provide valuable information and then guide the reader to the next step, which is typically reaching out and contacting you.

The Bridge Content

This section represents a “bridge” between your content chapters and your “selling” chapters. Up to this point, you have shared helpful information, and now it’s time to connect the dots for your readers and share with them how you can help them.

Who Relies on Us/Me?—I discovered this strategy from marketing strategist, Dan Kennedy, and tweaked its use for book authors. Including this chapter is a smart strategy for your book because it reassures readers that you serve people just like them-for a specific reason. This chapter allows readers to find himself/herself and learn the specific reason others like him/her work with you obtain/fix/strategize the specific reason articulated.

Your “Special Sauce”—this chapter should describe your unique product or service advantage, which ideally is branded to you and your business. If you can develop this for your business, you have a valuable and unique advantage over your competition.

The Next Step—it’s critical your book tells readers the next thing they must do to achieve the goal they were seeking when they first picked it up. Remember this is your Active CTA, and it’s the #1 thing you want the reader to do after reading your book. I like to keep this limited to one thing, so it’s clear and simple to do. Depending on your business, it could be to call you, visit you, fill out a survey, etc. Give detailed instructions on what to do next.

Back Matter Content

Author Biography—include your bio and important details about your background, experience, etc. This allows your readers to get to know you better. If you don’t have professionally shot photographs, now is a good time to get them done.

Reader Bonus/Gift Offer—depending on your book’s page count (all printed books must have a page count divisible by four, e.g., 104 pages, 108 pages, 112 pages, etc.), you may have a blank, last even-numbered, last page. Rather than let this go to waste, I suggest repeating the same reader bonus/gift offer that started your book.

Book Resources—this is an optional chapter, but if you have helpful resources you would like readers to know about, include them here or direct to a hidden page on your website (which makes it much easier to update and maintain).

Frequently Asked Questions—this is an optional chapter, but if you have many typical questions prospects ask you, including them in your book is helpful.

Author Podcast—if you have a podcast (or other online channel/community) include the details here.

A Small Request—if your book is going to be on Amazon, consider having a page where you ask readers to submit a book review if they found your book helpful. I suggest creating your own redirect link from your website directly to the review page on Amazon.

Essential Next Steps For Writing Your Short Business Book

What I have just shared with you is a powerful and effective template for a short business book that will generate leads and sales for your business. It follows a classic, direct-response marketing formula, and it works great.

Yet, this template is only part of the process of crafting an effective business book and there are many other factors to consider before starting your first draft, including:

Should you go the self-publishing or traditional publishing route with your book?

Should you consider a ghostwriter?

How do I choose my book’s target audience?

What is a good writing process?

How to create your content and follow a good writing schedule.

How to get your book designed.

Promoting your book.

Reaching bestselling status.

I have written extensively about these additional topics in my short business books, including The 100-Page Book, The Magic of Short Books, and The Magic of Free Books which you can buy on Amazon.

Of course, the best way to write a short book fast is to personally work with me to brainstorm and publish your short business book.

And the first step is a quick meeting.

There is no obligation and scheduling it is super easy.

Visit https://bitesizedbooks.com/nonfiction-short-book-author-program.

Click the Shook Strategy Session button and follow the prompts to schedule either a Zoom meeting or phone call with me and let's get started on helping you write a business book. 

The post How to Write a Business Book to Boost Leads & Sales appeared first on Short Business Book Publishing for Business Owners and Corporate Leaders.

Short Business Book 101: The Back Matter Content

In previous Short Business Book 101 articles, I outlined The 5 Essential Sections In a Short Business Book, Effective Business Book Cover Design Tips, the Front Matter Content, the Main Matter Content, and The Bridge Content.

Today’s article wraps up this Short Business Book 101 mini course and focuses on a section of a short business book that is often overlooked but plays a crucial role in wrapping up your book neatly and effectively–the Back Matter Content.

The Back Matter Content includes the final chapters that help conclude the book while providing additional resources and information to your readers. Think of it as the cherry on top of an ice cream sundae—adding that final touch of completeness and extra value.

The Back Matter Content

Other than the Author Biography and last page Reader Bonus/Gift Offer, each of these chapters are suggestions for you to consider.

Author Biography

Your Author Biography is a key component of the Back Matter Content, offering readers a deeper understanding of who you are. This chapter should go beyond a simple resume and share your journey, achievements, and what motivates you. Highlight your expertise, experiences, and the unique perspective you bring to the table. A well-crafted biography builds trust and credibility, reinforcing why readers should consider your insights and follow your advice. Don’t be afraid to add a personal touch—stories of challenges you’ve overcome or pivotal moments in your career can make you more relatable and human to your audience.

Reader Bonus/Gift Offer

A Reader Bonus or Gift Offer is a powerful tool to keep the engagement going even after the last page is turned. This could be an exclusive downloadable resource, access to a special webinar, or a discount on your services. The goal is to provide additional value that complements the content of your book. Not only does this enhance the reader’s experience, but it also serves as an effective lead generation tool for you. Encourage readers to visit a specific landing page where they can claim their bonus, thus capturing their contact information for future follow-ups. This strategy helps in building a relationship with your audience and turning readers into potential clients.

Book Resources

Including a Book Resources chapter is an excellent way to provide your readers with tools and references that can aid them in implementing the ideas discussed in your book. This could include links to helpful websites, recommended reading lists, templates, checklists, and other materials that enhance the practical value of your book. By offering these resources, you position yourself as a generous and resourceful expert who is dedicated to helping your readers succeed. Make sure these resources are easily accessible, either through direct links or by providing a URL to a dedicated resources page on your website.

Frequently Asked Questions

The Frequently Asked Questions (FAQ) chapter addresses common queries that readers might have after reading your book. This proactive approach not only saves you time by reducing repetitive inquiries but also shows that you understand your audience’s concerns and are prepared to address them. Cover topics such as how to apply the book’s concepts, where to find additional information, and any other relevant questions related to your expertise. This section enhances the reader’s understanding and provides clarity on any lingering doubts, making the overall reading experience more satisfying.

Author Podcast

If you host a podcast, the Back Matter Content is the perfect place to promote it with its own dedicated chapter. Podcasts are a great way to extend your reach and engage with your audience on a more personal level. Provide details about your podcast, including the topics you cover, notable guests, and how it ties into the content of your book. Include links to your podcast on popular platforms and encourage readers to subscribe and listen. This not only drives traffic to your podcast but also offers another avenue for your audience to gain value from your expertise.

Glossary

A Glossary is particularly useful if your book includes industry-specific jargon or complex concepts that might be unfamiliar to some readers. Providing clear definitions helps ensure that all readers, regardless of their background, can fully understand and appreciate your content. This section also serves as a quick reference guide, making it easy for readers to look up terms without disrupting their reading flow. A well-organized glossary enhances the accessibility of your book and makes it more user-friendly.

References/Citations

Including a References or Citations chapter adds credibility to your work by showing that your content is well-researched and grounded in reliable sources. This is especially important if your book discusses data, studies, or quotes from other experts. Proper citations not only give credit where it’s due but also allow readers to explore the original sources for more in-depth information. This transparency builds trust with your audience and demonstrates your commitment to accuracy and integrity.

A Small Request

If your book is going to be on Amazon, consider having a page where you ask readers to submit a book review if they find your book helpful. I suggest creating your own redirect link from your website directly to the review page on Amazon.

Finish Your Short Business Book Strong!

The Back Matter Content of your short business book is an essential component that provides closure and additional value to your readers. By carefully crafting the final chapter content like the Author Biography, Reader Bonus/Gift Offer, Book Resources, Frequently Asked Questions, Author Podcast, Glossary, and References/Citations, you enhance the overall reading experience and maintain engagement even after the book is finished.

These elements serve to reinforce your credibility, provide practical tools, and create opportunities for ongoing interaction with your audience. By paying attention to these details, you ensure that your book not only informs but also builds lasting relationships and drives your business goals forward.

The post Short Business Book 101: The Back Matter Content appeared first on Short Business Book Publishing for Business Owners and Corporate Leaders.

Short Business Books: A Smart Choice for Writing Your First Book

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If you’ve been on the fence about publishing your first nonfiction book, it's natural to feel overwhelmed by the thought of all that goes into brainstorming, writing, and publishing it.

I can remember my own feelings of discouragement when I never thought I could publish a book, and here I am 17 years later and with 20 books under my belt (and over 250+ client-authors).

Its hurdles like these that prevent many entrepreneurs and leaders from never starting (or finishing) their first book, which is a shame because chances are your book could help a lot of people.

But not if it never gets published.

This is why I have focused 100% of my energy for the past six years on helping business owners, entrepreneurs, and corporate leaders make the monumental leap from “book idea” to “book author” by publishing short business books.

In my opinion, short business books, which are around 100-pages and can be read in about an hour, are an ideal choice for first-time authors and here are my top reasons why I feel so strongly about this.

Why Short Business Books Are Great for First-Time Authors

Short business books are a lot less daunting to write, especially when you follow my step-by-step template for them.

Short business books are written in a much shorter time frame than traditional books. This makes it easier for first-time authors to complete their book quickly and maintain momentum.

The faster publishing timeline of short books allows you to get your ideas to market quickly. This is crucial for capitalizing on trends or timely topics in your industry.

Short business books are powerful “conversation starters” and as such, they allow you to share helpful information in “bite sized chunks” which is preferred by most readers.

Short business books allow you to focus on delivering your message with clarity and brevity, which makes your book's content much easier to understand and digest.

Short business books are more likely to be read in one sitting, increasing engagement and the likelihood your readers will continue on the reader path you’ve set in your book.

Being a published business book author enhances your credibility and positions you as an authority in your field. This can open doors to speaking engagements, media opportunities, and new business.

Short business books are excellent marketing tools. They can be used as business cards, lead magnets, or giveaways to attract and engage potential customers and clients.

Short business books have a lower production cost compared to longer ones which means you can achieve your goal of creating something valuable without requiring a significant financial investment.

For first-time authors, a short book is a perfect be a way to test the waters of publishing and see how your audience responds to your ideas. The process will provide you with valuable feedback and experience that can be used for future projects.

Meet a Few First-Time Authors and Their Short Business Books

Kyong Lee is the founder of Nutley School of Music and an accomplished musician. She wrote the short business book, The Essential Guide to Choosing the Right Music School for Your Family, to help families in her community make a smart choice for their children when it comes to finding the right music school.

Dr. John Frank is a former NFL player and two-time Super Bowl champion who left the NFL to pursue his dream of becoming a medical doctor. Dr. Frank wanted to help men who are losing their hair to make informed decisions about ways to fight hair loss. He published his book, Two-Minute Warning: Winning the Game of Male Hair Loss. Check it out here.

U.S. Air Force fighter pilot, Dominic "Slice" Teich wasn't sure where to start when he first started to work with me in March of 2020. Since then, he has gotten bit by the "short business book bug" and has gone on to publish seven short books to promote himself and his business, including his first book, Single Seat Investor. Check it out here.

Dr. Ashley Lucas has built an 8-figure business in the weight loss industry. When it came time to developing a powerful lead magnet she decided to work with me to publish her first book, 5 Steps to Reset the Scale, which has proven to be quite successful in her lead generation efforts. Check it out here.

Share Your Wisdom & Expertise with a Short Business Book

If writing a book is on your bucket list or you simply are looking for a unique and powerful way to distinguish yourself and differentiate your business, there's no better time than now to start o your short business book.

By creating a short, helpful book, you can quickly and effectively establish yourself as an authority in your field, without the overwhelming commitment of a full-length book.

Whether you want to use your book as a powerful marketing tool, a lead magnet, or simply as a way to share your valuable insights, a short business book is the perfect solution.

It's a manageable project for first-time authors and offers numerous benefits, from cost-effectiveness to quicker time-to-market.

I encourage you to take the next step towards your author journey. If you need guidance, support, or a proven system to get your book written and published, I'm here to help. Feel free to reach out to me for a Shook Strategy Session where we can discuss your ideas and how we can bring your short business book to life.

The post Short Business Books: A Smart Choice for Writing Your First Book appeared first on Short Business Book Publishing for Business Owners and Corporate Leaders.

Short Business Book 101: The Bridge Content

In previous Short Business Book 101 articles, I outlined The 5 Essential Sections In a Short Business Book, Effective Business Book Cover Design Tips, the Front Matter Content, and the Main Matter Content.

Today’s article focuses on a section of a short business book that I have developed and refined over the years and is one thing that separates my short helpful book or shook recipe from every other type of business book format out there.

The Bridge Content

The Bridge Content is one of the main reasons why my shook formula is so powerful for business owners, entrepreneurs, and corporate leaders. It serves as a crucial juncture that guides readers from absorbing valuable insights to understanding how these insights are directly connected to your offerings and expertise.

The Bridge Content is the “span” between your Main Matter Content chapters and your “selling” chapters. Up to this point, you have shared helpful information, and now it’s time to connect the dots for your readers and share with them how you can specifically help them.

The Bridge Content is a pivotal section in the structure of a short business book representing a seamless transition from the informative Main Matter Content to the persuasive "selling" chapters.

After engaging your readers with practical, helpful information in the Main Matter Content, The Bridge Content steps in to connect the dots. It's where you begin to shift the focus towards how you can specifically help them implement the solutions you've discussed.

This short business book section is designed to build on the trust and credibility you've established, making it a natural progression for readers to consider working with you. By clearly outlining the benefits and unique aspects of your services or products, you pave the way for a smooth transition into the more direct marketing and sales-oriented chapters.

The Bridge Content is essential because it ensures your readers do not feel abruptly pitched to after being educated.

Instead, they are gradually and comfortably led to see the value in taking the next steps with you. This approach not only enhances the reader's experience but also increases the likelihood of conversion.

By carefully crafting this bridge, you maintain the momentum of your narrative, reinforcing the idea that you are not just an expert, but also a reliable partner capable of helping them achieve their goals.

This strategic positioning is what makes the shook an effective marketing and sales tool, seamlessly blending valuable content with subtle yet powerful persuasion.

Do not be squeamish about this!

It is your job as the book’s author to guide and encourage readers to continue the relationship with you.

Put yourself in your readers’ shoes and imagine you just read a book that really helped you. Isn’t it a distinct possibility you might want more from the author on helping you fulfill the promise of the book?

The 3 Chapters That Make Up the Bridge Content

Here are the three suggested chapters to include in your Bridge. I am still using my short business book client, Dr. Ashley Lucas’ shook as an example of these chapters:

Who Relies on Us/Me Chapter

I discovered this strategy from Dan Kennedy and tweaked its use for shook authors. Including this chapter is a smart strategy for your shook because it reassures readers that you serve people just like them-for a specific reason. This chapter allows readers to find himself/herself and learn the specific reason others like him/her work with you obtain/fix/strategize the specific reason articulated.

Your “Special Sauce” Chapter

This chapter should describe your unique product or service advantage, which ideally is branded to you and your business. If you can develop this asset for your business, you have a valuable and unique advantage over your competition. 

The Next Step Chapter

It’s critical your short, helpful book tells readers the next thing they must do to achieve the goal they were seeking when they first picked it up. I call this the “Active Call-to-Action,” and it’s the thing you want the reader to do after reading your shook. I like to keep this limited to one thing, so it’s clear and simple to do. Depending on your business, it could be to call you, visit you, fill out a survey, etc. Give explicit and detailed instructions on what to do next if they want to solve their problem or achieve their goal.

Build a Bridge to Encourage Readers to Choose You

Building The Bridge Content in your short business book is an essential strategy for guiding readers towards taking the next step with you.

By seamlessly transitioning from the informative Main Matter Content to the more persuasive "selling" chapters, you create a cohesive and compelling journey for your audience.

This approach not only reinforces the value of the information you've shared but also clearly outlines how you can help them implement these solutions effectively.

Building this bridge ensures that your readers feel supported and confident in choosing you as their go-to expert. It solidifies the trust and credibility you've established throughout the book, making the decision to work with you feel like a natural and logical progression.

By carefully crafting The Bridge Content, you enhance the reader's experience, increase the likelihood of conversion, and position yourself as a trusted partner in their success.

This strategic element is what makes short business book a powerful marketing and sales tool, helping you stand out in a crowded marketplace and reach your business goals.

The post Short Business Book 101: The Bridge Content appeared first on Short Business Book Publishing for Business Owners and Corporate Leaders.

Short Business Book 101: Main Matter Content

In previous Short Business Book 101 articles, I outlined The 5 Essential Sections In a Short Business Book, Effective Business Book Cover Design Tips, and The Front Matter Content.

This structure and flow I am sharing in this mini course is based on years of marketing and sales experience and the publishing of over 250 short business books for myself and others.

The Main Matter Content

The Main Matter Content section comprises the primary chapters that deliver the core message and value your readers are seeking.

When planning the Main Matter Content of your short business book, it's crucial to pinpoint the key topics that will resonate most with your audience.

Start by understanding your readers' pain points and what solutions they are searching for.

Conduct surveys, engage with your target audience on social media, and analyze the questions and feedback you receive from clients or customers. This research will help you identify the most relevant and pressing issues to address in your book.

Remember, your short business book is NOT intended to teach readers everything you know about the topic of the book. They are meant to provide valuable information and then guide the reader to the next step, which is typically contacting you.

For your Main Matter Content, I recommend 5-7 main content chapters, but based on your specific book, you may have more.

The typical length of these chapters is 1,000–1,500 words depending on how many chapters you have. If you have more chapters, they tend to me shorter and if you have less, they tend to be longer.

These chapters are focused on the BIG IDEA of your book and should help the reader achieve the PROMISE of your book, but without overloading them with unnecessary bloat.

Your main chapters should align with your expertise and the unique value you bring to the table. Aim to cover subjects that not only answer your readers' questions but also position you as a thought leader in your field.

By focusing on what matters most to your audience, you ensure your book is both engaging and useful, increasing the likelihood that readers will find it valuable and share it with others.

The Power of Bite Sized Chapters

In the world of short business books, brevity is not just a virtue—it's a necessity. Your readers are busy people looking for quick, actionable insights.

Long-winded chapters are daunting and may cause readers to lose interest. Here’s why shorter, more focused chapters are key:

Enhanced Readability: Short chapters make your book more digestible. They allow readers to quickly grasp key points and move through the content at a brisk pace, maintaining their engagement and interest.

Clear Focus: Each chapter should focus on a single topic or idea. This clarity helps readers understand and retain information more effectively. It also makes it easier for them to refer back to specific sections when needed.

Actionable Insights: By focusing on specific topics, you can provide more detailed and actionable advice. Each chapter should offer clear takeaways that readers can implement immediately, increasing the practical value of your book.

Flexibility: Shorter chapters give you the flexibility to cover a broader range of topics without overwhelming your readers. You can explore various aspects of your subject matter in a concise and focused manner.

If you are looking for a simple yet effective formula for your Main Matter Content, I suggest you come up with 5—7 frequently asked questions, should-ask questions, secrets, tips, or ideas that an ideal customer would find useful, and write your chapters around this content.

By “chunking” your content into 5—7  main ideas, you are making it easy for your readers to read your short business book and making it easier for you to write it.

Consider Focused Chapter Calls-to-Action

One powerful strategy to enhance the impact of your short business book is to end each Main Matter chapter with a specific call-to-action (CTA).

This approach not only provides additional value to your readers but also serves as a valuable list-building opportunity. By offering further resources such as videos, downloadable content, or additional information online, you can deepen the engagement with your audience and drive them to take action beyond just reading your book.

This strategy leverages the interactive nature of digital content, making your book a living, evolving resource.

Readers appreciate the extra effort to provide them with more detailed insights and practical tools, which enhances their overall experience and satisfaction. By integrating chapter focused CTAs that guide readers to additional resources, you ensure that your book is not just a standalone product but a gateway to a richer, more interactive learning experience.

I recently interviewed CEO and author, Brandon Barnum on The Author Factor Podcast and he shared how he created chapter-specific videos for each of his main chapters and used hyperlinks and QR codes to allow readers to quickly access them (see below).

Use Your Main Matter Content to Help More People

The Main Matter Content of your short business book is where the core value lies for your readers who are looking for your advice, help, and guidance.

By identifying the most important topics and crafting shorter, focused chapters, you ensure your book is both engaging and impactful.

Additionally, incorporating specific chapter-end call-to-actions, such as links to videos or downloadable resources, enhances the reader experience and offers valuable list-building opportunities.

This approach not only provides immediate value but also builds a lasting connection with your audience.

Remember, the goal is to create a short business book that not only informs but also drives action, setting you apart as a trusted authority in your field.

The post Short Business Book 101: Main Matter Content appeared first on Short Business Book Publishing for Business Owners and Corporate Leaders.

Your Short Business Book: The Bridge Content

Today’s article focuses on a section of a short business book that I have developed and refined over the years and is one thing that separates my short, helpful book or shook recipe from every other type of nonfiction book out there.

The Bridge Content is one of the main reasons why the shook formula is so powerful for business owners, entrepreneurs, and corporate leaders who want to use their book as a positioning and marketing/sales tool.

This section represents a “bridge” between your Main Matter chapters and your “selling” chapters. Up to this point, you have shared helpful information, and now it’s time to connect the dots for your readers and share with them how you can specifically help them. Here are the three suggested chapters:

Who Relies on Us/Me chapter—I discovered this strategy from Dan Kennedy and tweaked its use for shook authors. Including this chapter is a smart strategy for your shook because it reassures readers that you serve people just like them-for a specific reason. This chapter allows readers to find himself/herself and learn the specific reason others like him/her work with you obtain/fix/strategize the specific reason articulated.

Your “Special Sauce” chapter—this chapter should describe your unique product or service advantage, which ideally is branded to you and your business. In my opinion, if you can develop this for your business, you have a valuable and unique advantage over your competition. Years ago, I wrote an entire newsletter about this.

The Next Step chapter—It’s critical your short, helpful books tells readers the next thing they must do in order to achieve the goal they were seeking when they first picked it up. I call this the “Active Call-to-Action,” and it’s the thing you want the reader to do after reading your shook. I like to keep this limited to one thing, so it’s clear and simple to do. Depending on your business, it could be to call you, visit you, fill out a survey, etc. Give explicit and detailed instructions on what to do next if they truly want to solve their problem or achieve their goal.

Business owners, entrepreneurs, and corporate leaders who work with me, get my personal help on developing power Bridge Content for their short book.

If you would like my help creating your own shook, schedule a Zoom meeting with me (link below).

Mike Capuzzi Business Growth Opportunities:

I'm pleased to offer you three unique opportunities to stand out, elevate your business, and attract more of your perfect customers (clients, students, patients, etc.):

1-Read my short, helpful books.

Get them here.

2-Listen to The Author Factor Podcast. Each episode is packed with real-world, helpful tips to leverage a book in your business.

Check it out here.

3-Work with me to publish your short helpful book. I enable business owners, entrepreneurs, and corporate leaders to publish the ideal “customer-attraction” short book in less than three months. Want to discuss how?

Schedule a Zoom meeting with me here.

The post Your Short Business Book: The Bridge Content appeared first on Short Business Book Publishing for Business Owners and Corporate Leaders.

Your Short Business Book: The Main Matter Section

Over the past few weeks, I have been sharing my personal suggestions and recommendations for putting together the content for your own short, helpful book (a shook). The structure and flow I am sharing is based on years of marketing and sales experience and the publishing of over 250 short, helpful books for myself and others.

Today, I want to focus on the Main Matter Section which is your book’s main content chapters.

Remember, short, helpful books are NOT designed to teach readers everything you know about the topic of the shook. They are meant to provide valuable information and then guide the reader to the next step, which is typically contacting you.

I like to target 5-7 main content chapters, but based on your specific shook, you may have more. The typical length of these chapters is 1,000–2,500 words depending on how many you have.

These chapters are focused on the BIG IDEA of your book and should help the reader achieve the PROMISE of your book, but without overloading them with unnecessary bloat.

You want to be strategic in the flow and content of your Main Matter Section.

When I work with clients, we figure out the best Main Matter content to include and pay particular attention to the chapter titles, amount of content shared, and any specific chapter calls-to-action.

I do recommend considering having either a specific call-to-action in each chapter or you can reiterate your main call-to-action a few times.  In my own shooks, I will often include a link to download a bonus resource in specific chapters.

I recently interviewed CEO and author, Brandon Barnum on my podcast (https://authorfactor.com/brandon-barnum/) and Brandon did something I think is really smart and I have not seen anyone else do. 

He created chapter-specific videos for each of his main chapters and used hyperlinks and QR codes to allow readers to quickly access them.

Not only did this provide additional, relevant content for readers. It also allowed Brandon to build his email list.

Business owners, entrepreneurs, and corporate leaders who work with me, get my personal help on doing all this early on, so you know exactly what is needed. What is important is the structure of each chapter and the option to offer additional valuable information with a chapter-specific download.

Mike Capuzzi Business Growth Opportunities:

I'm pleased to offer you three unique opportunities to stand out, elevate your business, and attract more of your perfect customers (clients, students, patients, etc.):

1-Read my short, helpful books.

Get them here.

2-Listen to The Author Factor Podcast. Each episode is packed with real-world, helpful tips to leverage a book in your business.

Check it out here.

3-Work with me to publish your short helpful book. I enable business owners, entrepreneurs, and corporate leaders to publish the ideal “customer-attraction” short book in less than three months. Want to discuss how?

Schedule a Zoom meeting with me here.

The post Your Short Business Book: The Main Matter Section appeared first on Short Business Book Publishing for Business Owners and Corporate Leaders.

Short Business Book 101: The Front Matter Content

In previous Short Business Book 101 articles, I outlined The 5 Essential Sections In a Short Business Book and Effective Business Book Cover Design Tips.

This article continues an in-depth look at my unique short helpful book (shook) formula for creating effective short business books. In this article, I will take a deeper dive into the Front Matter Content.

When it comes to writing a short business book, the front matter content plays a crucial role in setting the stage for your readers.

Think of it as the welcome mat to your book—designed to engage your targeted audience right from the start and set the proper expectations for what lies ahead.

This section is more than just a prelude; it's your first opportunity to connect with readers, establish credibility, and provide a clear roadmap of the value they will gain from your book.

By carefully crafting the front matter, you ensure that your readers are primed and ready to dive into the main content, fully aware of the benefits and insights they are about to receive.

The Front Matter Content

Here is a brief, but helpful description of the major parts of a short business book’s Front Matter Content. I am including screenshots from my client, Tracy Hardin’s short business book, How to Cyber Secure Your Business.

Reader Bonus/Gift Offer Page

This is the right-hand side page that is first seen when somebody opens your shook. In many books, this page is left blank or is the title page. In a shook, this page is specifically designed to be a reader bonus/gift page where readers can get a valuable bonus/gift (your Passive CTA).

Also By Page

This is an optional page, but if you’ve created other books, reports, trainings, etc., you should include them on this page.

Title Page

Your title page includes your title, subtitle, and name. I like to design this page so that it leaves room for you to write a personal note and autograph your book.

Copyright Page

This page includes all copyright information, disclaimers, publisher details and important legal information.

Dedication Page

This is an optional page that allows you to dedicate your book to an important person or persons, a group of people, specific niche, etc.

Table of Contents

The Table of Contents is an important part of your short business book and should entice readers to want to read it. Make sure you check and double-check the titles and page numbers to make sure they are correct before going to print.

Foreword

This is optional, but if it makes sense and you can find a V.I.P. to write the foreword to your shook, it can make it that much more powerful. My client, Dr. John Frank did this when he had his former NFL teammate, Joe Montana, write his Foreword. When thinking about a person to write it, consider who you would like to have associated with your shook and who may be inclined to share it with their circles of influence simply because they were asked to write the foreword. If you cannot find a notable V.I.P., consider asking a valuable customer to write it for you.

Who Should Read This Book? Chapter

I like to be upfront and transparent with my shook’s goals and exactly who I created it for. While I appreciate people who are interested in my shook, if they don’t fit the profile of the types of business owners I’m looking to attract and work with, they do me little good. This chapter allows me to boldly proclaim who should and should not read it. In turn, this will strengthen the bond with my target readers, since they know I wrote it specifically for them.

My Promise to You Chapter

Starting your short business book off with a bold promise is a smart way to keep you focused on what you must deliver and prepare your readers for what to expect. Few business owners set any sort of lofty expectation these days, so making a promise from the beginning shows you are different than the masses.

Introduction

I recommend all short business book authors start with a “reason why” Introduction that articulates the reason(s) why you are publishing it. Let your readers know what they will get by reading it, why it’s different, and why it’s important they read it now.

Use Your Front Matter Content As a Welcome Mat to Readers

The Front Matter Content of your short business book is much more than an introductory section—it's a strategic tool that sets the tone for the entire reading experience.

By thoughtfully crafting this section, you welcome readers into your world, engage them with compelling promises, and clearly outline the value they will gain from your book.

This approach not only captures their attention but also builds trust and credibility from the outset.

Using the Front Matter Content as a welcome mat differentiates you and your book in a crowded marketplace.

It shows that you respect your readers' time and are committed to providing them with meaningful, actionable content.

These initial pages and chapters are crucial in guiding readers smoothly into the main content, ensuring they are fully invested in what you have to say.

Ultimately, a well-structured front matter enhances reader experience, sets proper expectations, and positions you as an authority in your field, making it clear that working with you is a smart and beneficial choice.

The post Short Business Book 101: The Front Matter Content appeared first on Short Business Book Publishing for Business Owners and Corporate Leaders.

Your Short Business Book: The Front Matter Section

In a previous article, I outlined the 5 Essential Sections of a Short, Helpful Book (a shook).

I thought it would be valuable if I went a bit deeper on a few of these sections and give specific tips and examples for the most critical parts and chapters in each section, starting with the Front Matter Content.

Please note you could have other content in this section, and I describe some of these other parts in both The 100-Page Book and The Magic of Short Books (you can buy here).

Here is a brief, but helpful description of the major parts of a short, helpful book’s Front Matter section:

1-Reader Bonus/Gift Offer: This is the right-hand side page that is first seen when somebody opens your shook. In many books, this page is left blank or is the title page. In a shook, this page is specifically designed to be a reader bonus/gift page where readers can get a valuable bonus/gift (your Passive CTA).

2-Foreword: This is optional, but if it makes sense and you can find a V.I.P. to write the foreword to your shook, it can make it that much more powerful. My client, Dr. John Frank did this when he had his former NFL teammate, Joe Montana, write his Foreword. When thinking about a person to write it, consider who you would like to have associated with your shook and who may be inclined to share it with their circles of influence simply because they were asked to write the foreword. If you cannot find a notable V.I.P., consider asking a valuable customer to write it for you.

3-Who Should Read This Book?: I like to be upfront and transparent with my shook’s goals and exactly who I created it for. While I appreciate people who are interested in my shook, if they don’t fit the profile of the types of business owners I’m looking to attract and work with, they do me little good. This chapter allows me to boldly proclaim who should and should not read my shook. In turn, this will strengthen the bond with my target readers, since they know I wrote it specifically for them.

4-My Promise to You: Starting your shook off with a bold promise is a smart way to keep you focused on what you must deliver and prepare your readers for what to expect. Few business owners set any sort of lofty expectation these days, so making a promise from the beginning shows you are different than the masses.

5-Introduction: I recommend all shook authors start their shook with a “reason why” introduction that articulates the reason(s) why you are publishing it. Let your readers know what they will get by reading it, why it’s different, and why it’s important they read it now. An excellent book recommendation for crafting your “why” is Start with Why by Simon Sinek.

Mike Capuzzi Business Growth Opportunities:

I'm pleased to offer you three unique opportunities to stand out, elevate your business, and attract more of your perfect customers (clients, students, patients, etc.):

1-Read my short, helpful books.

Get them here.

2-Listen to The Author Factor Podcast. Each episode is packed with real-world, helpful tips to leverage a book in your business.

Check it out here.

3-Work with me to publish your short helpful book. I enable business owners, entrepreneurs, and corporate leaders to publish the ideal “customer-attraction” short book in less than three months. Want to discuss how?

Schedule a Zoom meeting with me here.

The post Your Short Business Book: The Front Matter Section appeared first on Short Business Book Publishing for Business Owners and Corporate Leaders.