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SWATT Books

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • SWATT Books targets mid-level career coaches, consultants, thought leaders, and company founders who have valuable knowledge to share and seek recognition beyond their immediate sphere of influence.

Audience Type

  • B2B
  • Coaches, Consultants, Thought Leaders, Founders

Industries (if B2B)

  • Professional coaching
  • Consultancy services

Needs – Primary Buying Considerations

  • Enhanced credibility and recognition
  • Dedicated publication support
  • Quality publishing services

Demographics

  • Age Range: Not specified
  • Gender: Equal split between male and female
  • Geography: United Kingdom
  • Income Level: Not specified
  • Profession: Coaches, Consultants, Thought Leaders, Founders
  • Business Size: Not specified

Psychographics

  • Lifestyle: Value quality and expertise
  • What they value: Knowledge, Recognition, Expertise
  • Pain Points: Lack of visibility beyond immediate sphere of influence
  • Buying Behavior: Consultative purchase process, values expert guidance
  • Decision-Making Roles:
  • Primary Decision Maker: Individual (coach, consultant, etc.)
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • SWATT Books provides mid-level coaches, consultants, and thought leaders the chance to elevate their profile, garner credibility, and revolutionise their businesses through strategic publishing partnerships. We make them the go-to experts in their industry.

Understanding Their Pain Points

  • Struggling to extend their influence beyond immediate circles
  • Limited recognition and profile visibility
  • Missed opportunities due to lack of published expertise

Transformation

  • Enhanced credibility and industry recognition
  • Increased business opportunities and lead generation
  • Elevated profile as an industry expert

Unique Selling Proposition (USP)

  • Merges the quality of traditional publishing with the agility of self-publishing
  • Not just a product, but a strategic asset integrated into the business ecosystem
  • Included post-publication marketing/PR support for wider reach

Brand Values & One-Liners

  • 'Transforming Thought Leaders into Published Authors'
  • 'Strategic Publishing Partnerships for Business Growth'
  • 'Your Book, Your Business, Your Success'

Tone

  • As a bridge between traditional and self-publishing, our tone is empowering, authoritative, and collaborative. We aim to instill confidence and inspire action in our clients.

Hero Text Idea

  • Flag Text: 'Quality Publishing for UK Thought Leaders'
  • Main Headline: 'Elevate Your Profile, Grow Your Business with Strategic Publishing'
  • Sub Headline: 'SWATT Books is your boundary-breaking publishing partner, turning your expertise into an asset that revolutionises your business.'
  • CTA: 'Start Your Publishing Journey'

3. The Media I Will Use to Reach my Target Market

Website

  • Continue using Wordpress and optimize for mobile view as most potential customers are likely to browse on-the-go
  • Track conversion events such as 'Contact Us' clicks and 'Proposal Request' form submissions

Social Media

  • LinkedIn to target professionals: 3 posts weekly about the benefits of being a published author, client transformations, and industry updates
  • Instagram for showcasing client success stories, new releases, behind-the-scenes glimpses: daily stories and 1 post every other day

Paid Advertising

  • LinkedIn sponsored content targeting coaches, consultants in the UK
  • Google Ads for search terms such as 'Publishing support for coaches', 'Professional book publishing'

Content Recommendations

  • Blog posts on the impact of publishing on business growth, success stories of published authors, self-publishing vs traditional publishing

Partnerships & Outreach

  • Partner with coaching and consultancy organizations for referrals
  • Offer guest speaking at relevant events and webinars

SEO and Content

  • Focus on keywords such as 'book publishing for coaches', 'professional author service', 'business growth through publishing'

Offline and Local Media

  • Sponsor local coaching/consulting events
  • Networking at industry events

Online Events

  • Host webinars on 'The Business Benefits of Being a Published Author' and 'Boosting Your Profile Through Authorship'

Online Networking

  • Engage in relevant LinkedIn and Facebook groups, authority forums where target audience frequently visits

Directories

  • List the business on UK's local online business directories
  • Join publishing service directories

Cold Outreach

  • Personalized outreach to coaches, consultants via LinkedIn and Email promoting 'Publishing Partnership'
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • '5 Powerful Benefits of Being a Published Author for Business Growth' - free ebook
  • 'Get Your Book Idea Rated' - free interactive quiz
  • 'Your Publishing Success Roadmap' - free email course

Tripwire Offer

  • 'Book Clarity Call' - a low cost, 60-minute strategy session
  • 'Author Readiness Assessment' - a low-cost personalized report

Welcome Sequence

  • Welcome email with lead magnet delivery
  • Follow-up email highlighting the transformation offered
  • Email providing additional value (industry insights, success stories)
  • Pitch email introducing the Publishing Partnership offer

Segmentation

  • Tags for lead magnet type to tailor content
  • Tags for job role (coach, consultant, founder)
  • Tags for Tripwire purchasers for upgrading

Chatbot and Automation

  • Deploy chatbot on the website for immediate query handling
  • Automate emails for delivery of lead magnet and post-download engagement

2. My Lead Nurturing System

Marketing CRM

  • Current platform: GoHighLevel
  • Automation capabilities: Email marketing, Web forms, Landing pages
  • Recommended improvements: Leverage automation for nurturing leads and follow-ups

Sales CRM

  • Use GoHighLevel sales CRM for lead management and tracking
  • Automate pipeline handoff process

Automated Follow-Ups

  • Send a welcome email series post opting-in
  • Schedule abandoned proposal follow-ups
  • Reactivate past clients with value-add emails every quarter

Newsletter

  • Monthly frequency
  • Topics: Client success stories, Benefits of being a published author, Publishing industry trends

Retargeting & Ads

  • LinkedIn lead ads for consultation bookings
  • Google Ads to retarget visitors who didn’t opt-in

Social Media and Content

  • Weekly LinkedIn content focused on the publishing journey and becoming an author
  • Monthly 'Success Story' blog posts featuring clients

Webinars and Events

  • Quarterly webinars detailing the 'Author to Expert' journey
  • Attend local networking events

Other Nurture Channels

  • Deploy a website chatbot for immediate query handling
  • Automate SMS reminders for webinar and consultation bookings

3. Sales Conversion Strategy

Sales Process

  • Adopt a consultative sales process instead of a transaction-based approach.
  • Include a pre-sales questionnaire to better understand potential clients before the consultation call.
  • Send post-consultation follow-up emails highlighting key discussion points, and next steps to keep the communication flow.

Sales Assets

  • Develop a suite of sales assets including email templates for different stages, updated proposal formats emphasizing ROI and unique service proposition.
  • Create client briefing documents to help clients understand the publishing journey.

Testimonials and Case Studies

  • Request testimonials from clients post-publication and showcase them on the website, proposals, and social media channels.
  • Develop case studies highlighting successful client transformations and the impact on their business growth.

Conversion Rate Insights

  • Track conversion rate from consultation to signed partnerships and set monthly/quarterly improvement targets.
  • Use CRM to identify friction points and patterns in failed conversions.

Urgency and Offers

  • Introduce early bird discounts for quick decisions, incentivizing action without rush.
  • Use seasonal deals or bundle service packages to push for conversion.

Guarantees and Risk Reversal

  • Assure clients with a Quality Guarantee stamp affirming professional services.
  • Offer a clarity call for all doubts as part of the risk reversal approach.

Shock and Awe

  • Send a personalized gift or a book from SWATT Books collection as a thank-you gesture post-consultation.
  • Offer a free strategy call or a discounted strategy session for repeat leads.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a welcome pack, including a personalized video from the SWATT team
  • Include a roadmap of the publishing journey with key milestones and timelines

Communication Cadence

  • Weekly email updates on ongoing projects
  • Regular calls at key milestones such as manuscript completion, cover design approval, and launch planning

Client Education

  • Pre-recorded webinars explaining the publishing landscape
  • Educational blog articles on publishing strategies and tips

Personalized Touches

  • Book launch congratulations card
  • Author anniversary reminders with personalized messages

Visuals and Documentation

  • Present preview versions of cover design and book layout
  • Share reports on book performance post launch

Feedback and Proactive Support

  • Regular surveys to gather feedback on the process and support
  • Bi-annual review calls to address any ongoing concerns or issues

Guarantee or Promise

  • Promise of a dedicated support throughout the publishing journey
  • On-time delivery of the book with quality pledge

Operational Excellence

  • Expectation setting call to establish communication process
  • Standards for project updates and email response times

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer premium extended partnership contracts (1-3 years) with discounts for upfront payment
  • Develop renewal campaigns highlighting the benefits of continued collaborations

Upsells & Cross-Sells

  • Propose post-publishing PR and marketing service upsells for wider book distribution
  • Cross-sell speaking engagements or book launch event management services

Bundling & Packaging

  • Package publishing, marketing, PR, and consultation services into tiered bundles
  • Provide basic, advanced, and premium bundles tailored towards specific client needs

Loyalty & Retention Programs

  • Implement a loyalty program offering discounts on future projects for repeat clients
  • Introduce 'Refer-a-Friend' incentives — discounts or service upgrades for existing clients who refer new authors

Custom Services and Personalization

  • White-glove tier offering personalized support and advice throughout the publishing process
  • Customized PR and marketing strategies tailored to each author's style and market

Pricing Strategy

  • Provide discounts for long-term contracts or bulk service packages
  • Run occasional promotional campaigns offering a percentage off for immediate sign-ups

Customer Data and Insights

  • Use CRM to identify potential upsell opportunities based on the author's goals and achievements
  • Analyze churn rate and conduct satisfaction surveys to find areas to improve customer retention

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on next book publication for successful referrals
  • Provide an exclusive bonus service (like a strategy call) for referred clients

Shareable Assets

  • Create pre-made social media posts that customers can share
  • Design visually appealing digital referral cards with business and offer details

Timing and Triggers

  • Ask for referrals after successful publication and positive feedback
  • Automate email reminders asking for referrals post-publication

Client Success Stories

  • Encourage clients to share their journey and success post-publication on their social platforms
  • Collaborate with the client to create case-study style content that inspires referrals

Partner or Affiliate Programs

  • Build partnerships with coaches, consultants, professional associations to extend reach for referrals

Thank-You Experience

  • Publicly recognize and thank top referrers on social platforms
  • Offer exclusive author services to top referrers as part of gratitude

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