Issue 18: Authority Lessons, Cold Emails, A Book-Writing Shortcut, and My Favorite Biscuit (So Far)

I’m on a biscuit binge.

I can’t help it. Biscuits are just the best.

In The Leading Edge, I share three lessons I’ve learned from making biscuits and how it relates to building authority. Yes, really. I’ll squeeze out a lesson from almost anything!

Sending cold emails? The Sharper Edge is for you. I have written hundreds of emails for clients, and I share some tips for how to get your cold email noticed.

If you missed my not-so-humble bragging, I released this month “The BOOK It! Workbook.” If you want to write a lead-generation book and skip the part where you bang your head against the wall trying to figure out how to start… this workbook is for you.

Finally, I share my favorite biscuit recipe so far. It is soooo good with sausage gravy. You’ll find it in The Italian Edge. In fact, the garlic-cheese version (included below the recipe) is better IMHO than Red Lobster’s.

So, bake some biscuits and mastermind your plan to take over the world. Pinky and The Brain would be proud.

You can still find my “Apology Letter” here. I wrote it to anyone who is thinking about writing a book. Read it if that’s you. It just may save you hours of anguish in the end.

My mission is to not over-complicate things. You have enough on your plate without a dense newsletter that will give you heavy marketing lessons that will take a long time to comprehend let alone implement.

This newsletter is divided into four parts:

The Leading Edge: Focusing on YOU, leadership & authority building

The Sharper Edge: Focusing on your business, sharpening the axe to get things done

The Cutting Edge: Focusing on your environment, productivity tools/hacks, and de-cluttering your space

The Italian Edge: I’m a foodie. I’ll be sharing some of my favorite recipes and food-related items in this section.

Congratulations on filling your tank. You’re going to receive a lot of good ideas for free!

Did You Hear…?

If you’ve been following me for any length of time, there’s a good chance you’ve seen me mention my “BOOK It!” Home Study Program . The 8-module program came from my live 8-week guided book writing course I offered in 2021. The Home Study Program allows anyone to go at their own pace through the course while still having access to me.

But now… I have distilled the program even further and created a WORKBOOK, now available on Lulu.com !

So yes, if you want to write a lead-generation book in 2024 but don’t know where to start, grab your copy of The BOOK It! Workbook: The Quickest Way to Write Your Lead-Generation Book So You Can Build Authority, Attract Amazing Clients, & Create Lucrative Opportunities!

It’s full of information to help you begin your book and tips on how to self-publish it. Most of the same forms available in the Home Study Program are in this book.

PLUS, there’s a special offer for the Home Study Program at the end of the workbook for those who want a fuller experience.

Go here to get your copy!

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NEW Podcast Episode:

Episode 12: Marketing Momentum: Sustaining Consistency for Advisor Success

Many advisors start strong with their marketing efforts but struggle to maintain consistency over time. Consistency is essential for building brand recognition and trust with clients. In this episode, we'll discuss ways to achieve consistency and practical steps to maintain it.

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Authority Lessons Learned From Making Biscuits

My mother never made homemade biscuits. My father complained that his country mother’s biscuits were like rubber. So, growing up, I was content with restaurant biscuits and occasionally, canned biscuits.

But I always wanted to make homemade biscuits.

Homemade biscuits, when done right, can be heavenly. Light, airy, fluffy… and when taken warm from the oven and smothered with sausage gravy—simply delightful.

But if you haven’t grown up making biscuits, it can seem mysterious although it sounds deceptively simple. Flour, baking powder, salt, milk, butter or shortening, and maybe a little sugar. Doesn’t sound hard.

Yet, it can be tricky. It’s why many who love cooking would just rather open up a can of biscuits.

Here are three main lessons I’ve learned from making biscuits and how it translates to leadership and authority:

1. Use the right ingredients

Before undertaking any new task, I do my research. Even for something as simple as a biscuit recipe. I quickly discovered that many women loved their self-rising White Lily Flour, especially Southern women. I was lucky. Kroger’s just happened to carry it and I paid the higher price.

When it comes to building authority, there aren’t too many shortcuts. Great leaders are mentored, either in person or through other educational methods. Finding the right training is paramount.

If you wanted to be a doctor, who would you want to pour knowledge into your head—a world-renowned specialist or a local doctor who hasn’t updated his practice in 25 years?

Admittedly, finding the right mentors isn’t always easy, but as you study experts you admire, certain qualities—ingredients—surface.

And by the way, they almost always have authored a book. That makes it easy to learn from them.

2. Use the right incorporation method

This part of making the biscuit is tricky. I learned that you want to mix the biscuit dough with a fork and just until the dry ingredients are mixed with the liquid. Then you turn the dough onto a floured surface and form it for the biscuit cutter.

Some biscuit bakers swear that the dough should be lightly folded over 5 – 10 times. That gives a biscuit flaky layers but if done too vigorously, can create tough biscuits. Other bakers just use their hands to pat down the dough enough for the biscuit cutter and they don’t knead it at all.

There is a simple method for building authority.

·???????? Be outrageously good

·???????? Fulfill your promises and overdeliver

·???????? Promote your wins relentlessly

Everything has a method. When I learned about the light touch for making biscuit dough, I was reminded of how people respond when someone is trying too hard to be noticed. You know the type. Someone who talks a big game about how great they are, how great their business is, how they can’t keep up with all their prospect calls.

But are they the real deal?

Most of those I consider high-quality experts have no need for such theatrics. Word gets around about how good they are, and referrals happen. They start to appear on various podcasts, websites, and in the media.

The quality of their work does the work of showing their ideas work.

3. Use the right oven

During the process of baking biscuits, I decided to get an oven thermostat. Little did I know what was going to happen.

My oven baked at 35 degrees less than what the digital control said!

To say I was “hot” would be an understatement. I wondered why my biscuits weren’t getting baked through. Now I knew.

Thankfully, there was a way to calibrate my oven and my husband found the right buttons I had to press to increase the temperature. I haven’t made a batch yet with the new setting but am hopeful it will make a difference.

There are different ways to promote your authority. You just need to test them to find the strategy that works for you. Maybe social media is your groove. Or a podcast. You could prefer video and enjoy creating a professional studio for your recordings.

It takes consistent practice to create a delectable biscuit. And in the same way, it takes experimentation and dedication to build authority and promote yourself to the right audience to get results.

I’m still having fun experimenting with different recipes. View your own leadership journey as an experiment and enjoy the ride. Every attempt will get you closer to your goal.

How to Write Cold Emails That Get Noticed

Do cold emails work? Well, it depends.

Cold emails remain a solid tool for professional service providers to expand their client base and create valuable connections. When executed effectively, a well-crafted cold email can open doors to lucrative opportunities and establish fruitful relationships.

However, the key lies in understanding the nuances of cold email strategy and crafting messages that are both compelling and respectful of the recipient's time and attention.

Key phrase, there… “respectful of the recipient’s time and attention.”

Crafting a Cold Email Strategy:

There are a few steps you want to take before sending anything to prospects who are unfamiliar with you and your business. You need to prepare your emails carefully. Here are five steps to take:

1. Research Your Prospects: Before hitting "send," invest time in researching your prospective clients. Understand their business, industry challenges, and pain points. Tailor your message to demonstrate how your services can address their specific needs and add value to their operations.
2. Personalize Your Outreach: Generic, one-size-fits-all emails are destined for the trash bin. Personalization is the cornerstone of effective cold emails. Address the recipient by name, reference recent achievements or initiatives related to their business, and showcase your understanding of their goals. Personalized emails are more likely to resonate and elicit a response.
3. Provide Value Upfront: Your cold email should offer something of value to the recipient right from the outset. Whether it's actionable insights, industry reports, or a complimentary consultation, demonstrate how engaging with you can benefit them. By showcasing your expertise and willingness to help, you establish credibility and intrigue the recipient.
4. Craft Compelling Subject Lines: The subject line is your cold email's first impression, and it must captivate the recipient's attention amidst a flood of messages. Keep it concise, relevant, and compelling. Pose a thought-provoking question, highlight a benefit, or create a sense of urgency to entice the recipient to open your email.
5. Follow-Up Strategically: Persistence pays off in cold email outreach, but there's a fine line between persistence and pestering. Craft polite, non-intrusive follow-up emails to remind recipients of your initial message and reiterate your value proposition. Timing is crucial; space out your follow-ups appropriately to avoid appearing overly aggressive.

Tips for Writing Cold Emails that Get Read and Get a Response

I’ve written hundreds of emails for businesses. Here are a few tips from what I’ve learned:

Get to the point and keep it concise and clear: Busy professionals have limited time to sift through lengthy emails. Keep your message concise, focusing on the essentials. Clearly articulate who you are, what you offer, and why the recipient should care. Avoid jargon and overly technical language that might confuse or alienate the reader.

Highlight Mutual Connections or Interests: Never underestimate mentioning their favorite football team or their alma mater. Establishing common ground can significantly increase the likelihood of your email being read and well-received. If you share mutual connections, have attended the same event, or admire the recipient's work, briefly mention it in your email. This personal touch helps build rapport and fosters a sense of familiarity.

Include Social Proof or Success Stories: Incorporating social proof, such as client testimonials, case studies, or notable achievements, lends credibility to your pitch. Showcase past successes and demonstrate tangible results to illustrate the value you bring. Prospective clients are more likely to engage with a service provider with a proven track record of delivering results.

End with a Clear Call-to-Action (CTA): Conclude your email with a clear and compelling call-to-action that prompts the recipient to take the next step. Whether it's scheduling a discovery call, arranging a meeting, or downloading a resource, make it easy for the recipient to respond. A well-defined CTA eliminates ambiguity and encourages action.

Optimize for Mobile Viewing: With an increasing number of professionals accessing emails on their mobile devices, ensure that your email is optimized for mobile viewing. Use a clean layout, legible font sizes, and minimal formatting to ensure readability across different devices and screen sizes. A seamless mobile experience enhances the chances of your email being read and responded to promptly. Also avoid using too many graphics and images. They won’t show up well on a smartphone and may be blocked by your recipient’s email server.

Avoiding the Cold Email Black Hole:

The odds are high that your email will be ignored. To avoid that, it's essential to respect the recipient's time and preferences. Avoid spammy tactics such as excessive follow-ups, deceptive subject lines, or irrelevant content. Instead, focus on building genuine connections, delivering value, and fostering meaningful engagements with your prospective clients.

Mastering the art of cold emails requires a strategic approach, personalized communication, and a commitment to delivering value. By implementing the tips outlined above and refining your cold email strategy over time, you can unlock a world of opportunities and cultivate lasting relationships with prospective clients.

A Shortcut for Writing a Lead-Generation Book

Recently I released my latest publication, The BOOK It! Workbook: The Quickest Way to Write Your Lead-Generation Book So You Can Build Authority, Attract Amazing Clients, & Create Lucrative Opportunities.

This workbook is a very compact version of my 8-week guided book-writing course, “BOOK It!” The course first started as a live course, then I transformed it into an 8-module home study version.

And just a few weeks ago, I released the course as a stand-alone workbook. The printed workbook is coil-bound and can be ordered from Lulu.com by clicking here .

I announced the workbook within an advisor community and received some great responses. One of my clients gave me several PDFs he had featured on his website and asked if we could create a book from them.

Short answer: absolutely!

You don’t have to start from scratch when writing a book. Review the content you’ve already created. Curate your best into a document. Look for themes and topics that you cover consistently on your blog. Then arrange the topics into an outline and add the content you’ve already written.

Content marketers realize that they need to publish content in different places, and in different forms in order to maximize the value of their information. So if you have a great blog post that you feel hasn’t received as much attention as it deserves, put it in book form.

Use what you have. Promote it constantly. And publish a book.

Go here to grab your copy: https://bit.ly/BOOKITWORKBOOK

My Favorite Biscuit Recipe (So Far)

As I mentioned above, I discovered that many biscuit makers are loyal to using White Lily Flour.

After using it, I can see why. The flour truly does create light and airy biscuits. There are different preferences for the ingredients, though. Some will only use butter and others will use shortening.

Some will use butter at room temperature, but others will swear that putting sticks of butter in the freezer and then grating it is the secret to amazing biscuits. You really won’t know until you try it. I’ve made biscuits now with frozen butter and with butter-flavored Crisco. Honestly, I can’t tell the difference between them.

Here’s the recipe:

Ingredients

• 2 cups White Lily Enriched Bleached Self-Rising Flour or White Lily? Enriched Unbleached Self-Rising Flour
• ? cup Crisco All-Vegetable Shortening
• ? cup buttermilk
• 2 tablespoons butter, melted (Optional)

Directions

1. Preheat the oven to 475 degrees F (245 degrees C).
2. Place flour into a large bowl. Cut in shortening with a pastry blender or two knives until crumbs are pea-sized. Stir in buttermilk with a fork just until moistened.
3. Turn the dough out onto a lightly floured surface. Knead gently 5 to 6 times, just until a smooth dough is formed. Roll dough into a 7-inch circle with a thickness of 3/4 to 1 inch. Dip a 2-inch biscuit cutter in flour and cut out as many biscuits as you can. Gather dough scraps and roll together into a ball; pat out to the same thickness as before and cut out additional biscuits.
4. Transfer biscuits to a baking sheet, spacing them about 1 inch apart. (For softer biscuits, arrange so the edges almost touch.)
5. Bake in the preheated oven until golden brown, 8 to 10 minutes. Remove from the oven and brush butter over top.

Recipe Tips

You can substitute 2/3 cup of milk for 3/4 cup of buttermilk.

To make garlic-cheese drop biscuits, stir in 1 cup of shredded Cheddar cheese before adding the buttermilk in Step 2. Drop rounded tablespoonfuls onto the prepared baking sheet. Bake as directed above. Combine 1/4 cup melted butter and 1/4 teaspoon garlic powder to brush on warm biscuits.

Buon Appetito!

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The Content Edge

Blog Posts:

Standing Out: Building Trust as an Independent Financial Advisor

Why You Need to Network More

The Power of the Podium: Why Financial Advisors Should Seek Speaking Engagements

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Click here for details.

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Become a published author in 2024! If you're ready to write and publish your own book, check out my "BOOK It!" Home Study Program . The colder months are a great time to slow down and focus on writing down your expertise. Authors get more opportunities! Reach out to me if you have questions.