Podcast Episodes

Update On Expert Never Chase Book

I’ve been writing my book Experts Never Chase since late spring and this morning I hit the 25k word mark (about 40%) through my #VomitDraft stage.

Today I thought I would share a bit of behind the scenes background and talk about the “Paco Principle”

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Today I thought I'd jump on and talk a little bit about behind the scenes of the book that I'm writing what I'm doing and sort of hit a milestone today. So I'm going to share that. And I'm also going to talk about the pacco principle where that came from what it is and why you should care. That's on today's short solo episode of book of experts TV.

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Time for book of experts, TV

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topics you love.

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Experts you trust

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Richard, free referrals.

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tried, tested, trusted.

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This is book of experts brought to you by salesman.me

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Yes, I know. I know. It's a solo episode. And that's kind of unusual. Usually I'm using this format book of experts TV to see

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showcase and spotlight are experts over a book of experts. And, and honestly, for me, that's fun. I love playing the host of that role. We have such interesting people doing transformational work for businesses for, you know, personal coaching, like doing really interesting thing with their signature programs. And so it's a lot of fun for me to be able to share their stories. But today, I'm actually just going to share a little bit about what I've been working on. I'm kind of excited about it. And also I want to share this thing that I mentioned before the pacco principle what it is, and sort of something I've been writing about. So the big, let's step back for a second, like let me give you this in a nutshell. I'm writing my book, the book is called experts never chase I started writing in the spring, late spring. I don't remember the exact date but I've been writing every single day. Initially, my writing process was just writing letters to people that I knew would care about this topic that I'm writing on. So the topic is about

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about the work that I do conversational outreach, and specifically, why if you are an expert, and we talked about that in the book, who an expert is what it is how we define that. But if you're an expert, you can't chase prospects around it. It's contrary to the positioning of being an expert. And so that makes it really hard on people who are true experts. But they need clients to make their business go. Because if you're, if your best kept secret, and you're sitting there, no one knows about you, your business is going to starve. And it's going to make things really difficult on you and your family too. So this is a big problem in the expert based business space. That's why I'm writing the book. It's, it's the people that I work with on every single day. And honestly, it's a big problem that I've had to wrestle with myself. So I'm putting the best of what I know and have learned from some really smart coaches in one place. Again, the books called experts never Chase. So I've been writing it in this letter format. Again, to make it very relevant to a small number of people. I just figured if I can, if I could write a good book for you

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Just a few people, maybe there's others out there that will benefit from it too. And then now I'm in the phase that I'm in now.

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I'm going to call it this, I don't know if this will put people off. So I call it the vomit vomit stage, the vomit draft, I'm trying to get everything out. I'm not trying to organize and make the material perfect. I'm trying to get it all out in one place, so that I can organize it later on. So my process is going to be

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July and August is that has been this vomit draft stage where I'm just writing to get everything out and what you know, in one place in September, I'm going to focus on the stories because there's some really interesting stories. And honestly, for me writing

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I'm not sure why this is true, but I'm not I haven't always been a great storyteller. haven't always found it easy to sort of share information in a story format. And of course, I know that as

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Human beings. That's how we like to process we love a good story. And sometimes I think conceptually, which can get a little dry and boring. So September for me is going to be all about bringing the stories back into it and really refining the story as the vehicle to convey what I think are some pretty important points for people to understand, and why they're not doing this, because there's a lot of folks that for some reason, it just, it's counterintuitive. They're not doing some of these steps that would serve them most. And then in October, I'm actually going to do an audio graph. That's actually where I'm going to do audio recordings, even if no one ever hears them. I'm going to record the book that I'm writing for the purpose of rewriting it to make it you know, when you hear something, you're like, oh, that that's terrible. I've got, I've got to rewrite that. So that's going to be my process. That's where I'm at. As of this morning, I hit 25,000 words. You know, good bad, who knows? They're probably 25,000 throwaway words but it's it's a milestone for me because

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Roughly 40%, maybe 50% of what I think the final book will look like, the way I have ordered right now there's

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10 chapters. And then five dependencies, which is unusual. I didn't originally plan to write it that way. But I have five what I think are really good supporting chapters and almost like mini books by themselves, but they support the the frame of the main book. So this is, you know, I'm trying to write the book, I would have wanted to read with all the resources, I would have found really useful, whether I can accomplish that or not. That's the goal that I'm setting out to do. And the objective for the reader what I believe the reader is going to take away from experts never chases. They will literally be able to use this book to go enroll a new client before they finish reading the book. Like it's a read, take action, read, take action, this is how we're going to do it together kind of book. So it's based on the workshops that I've been delivering and I'm very excited.

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About it's based on the work that we do at sales map that we do with our clients as we're building their sales team. So this is all been happening behind the scenes, it's just never been, for me at least assembled in one place in that one place is up here because even though I knew and had been doing some of this stuff, it's different when you sit down to try to explain it someone else. So it really revealed a few things about the process that I wasn't even aware of. I'm learning it better by having to sit down and write it. Which brings me to the pacco principle. That's why I wanted to share with you guys today, so shout out to pacco. Gower apoco is one of the folks on our honor. He's been through our boot camp experience at sales map. He is a young man in Germany, he's actually in a master's program for engineering. I one of the conversations that quite often with our team will talk about the nuances will play the what would you say game so in this situation when you're doing outreach to a prospect, a perfect prospect who looks like that

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The kind of person you should be talking to, and they say this or they ask this, what would you say to them? How would you start the conversation? How would you make it make that turn into a sales conversation? And so haco asked a question the other day, this was a few weeks ago. So not not a while ago, but relatively new information that really changed how I was thinking about it, as well as it's sort of a rule of thumb that I've been using, but I had never voiced it before. So we were talking about the experience of

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when you do outreach to someone when you want to start a conversation with a stranger, a stranger who actually looks like again, they match up with the criteria that you've established for the type of people so from the outside looking in, they look like they should be a client of yours, but they don't know it and you don't know if they qualify yet, right. That's the that's the setup.

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The pacco principle to me is and this is what I shared with him

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That we need to think about having conversations online. So comments on social media, direct messages on social media or email, any kind of conversation where we're reaching out to someone new. When we do it online, we should think about it in terms of what we would do in a real life situation. So I love to think of this as if you were in a coffee shop, and the person in line in front of you, you overheard them say something that was relevant to what you're interested in, what would you do? Well, I guarantee you one thing you would not do is, you know, tap them on the shoulder and then just start saying, Hey, you know, you really should buy this thing that I've gotten. It's the greatest program and you know, all the marketing stuff, and this is Listen, I'm, I'm a digital marketer. So I get it. I come from this whole world of writing headlines and copywriting and, you know, getting the click and stopping the scroll and

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All those things that are important. But if you did that in real life, people would look at you with it like, Who are you? What planet are you from? They might even slap you. You know what I mean? Because that is the that is the the sort of like, sales and marketing is a little bit like dating. That's why that analogy gets used so much. And if you are that aggressive and forceful with people that you that you don't even acknowledge them on the other side, but you just dive into sharing your stuff your pitch, in trying to just, you know, make people hear what you've got to sell. It's a terrible experience on the other end, and we would never do it in real life. So the pacco principle is, use always use as your rule of thumb, if I were in a real life situation, how might might I interact with this person? Because this is what the late comers are not doing. And this is what separates us from the late comers. Like

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Are those people that they've decided that they're going to get theirs, they're going to get their business, the the sales that they need for their business, they don't care how they're going to do it. They're going to, you know, dump their message on 1000 people with the belief that three people are going to drop out of the bottom of this terrible experience, but they will enroll as clients. And they're going to get the three clients as they need and that's how they're going to make their business go. I

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used to operate and think that way. It's it's very common in this sort of data driven approach to them of sales and marketing world I do not, I don't buy into that anymore. I just don't think that the the collateral damage of having hundreds of people make a mental note when they see your name and say, I don't want to interact with this person. I don't like the first impression that they made on me. I don't think that's ever worth it. So I've really shifted my world into this relationship based approach.

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I say shifted, because my, what the work I did before was very much broadcast it was, you know, push send on email,

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and getting out, get it out in front of a big number of people, you know, hundreds, thousands, hundreds of thousands, in some cases of people where you could make a big influence just by getting that message out in front of people. The pacco principle is about think about the person on the other end as though you were talking to them in real life. And how would that conversation go? And what would you be trying to say? Because when we use this as a rule of thumb, this pako principle pocho I hope you don't mind, I'm using your name on this. The reason why I, for me, it sort of clicked is pacco mirror this back, I was sharing this advice with him and he said, Oh, you know, that has to be in your book. He said, I just got goosebumps when you explain that to me. Because it's like everything snapped into focus. Right. You know, I like we've been talking about these nuances of how do you say this and how to

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You start conversations out of nothing. And you strike up a conversation with a stranger, all these things. And he said, it all became really clear when you share this as an example of what it feels like and what I should be thinking about as I'm having these conversations. So that's why I'm calling it the pacco principle. I thought he said it better than I did. And I appreciate him for that. And I'm going to, that's how I'm going to write it into the book. In fact, that's what I was doing this morning was writing up some notes on the pocho principle, and I thought I would get it in there for you anyways, went a little bit longer than I plan to I just wanted to share a little bit of background you can see I'm excited. The book is called experts never Chase. If you're interested, shoot me a note. I'm actually there's no at this point. There's no sign up. I'm like not doing an official launch list. But I am I do have a handwritten list of people who've said you know what I'm interested. I don't know if I'll build a circle of, you know, early readers who who see an early draft or something. I'll make sure that you get some insider knowledge on this if you're interested because I'd love to

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with people who are interested, it will help me produce a better book in the end. So if that's you, shoot me a note, let's just chat and I'll make sure you get something when I decide how I'm going to deliver that. Otherwise, before the end of the year, that's that is the timeline that I've set for myself. So

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August, finished the vomit draft, September, his stories, October is the audio, November.

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The draft is going to an editor in goddamnit. I'm going to publish this thing before the end of the year. So hope that's I don't know. I don't know if that's interesting to you or not. It's a big part of what I've been doing lately.

Transcribed by https://otter.ai

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