Certified in the ASK Method®, Tabitha Moore helps published authors, who are experts in their field, market and sell their books, online products and programs. She understands that the phrase: “If you build it, they will come” does not apply to online programs (or book sales). She helps entrepreneurs understand their market at a deep level so they are no longer “guessing” at what people want. They know what their audience wants and they know the specific language to use to offer it – attracting more buyers and leaving the tire-kickers and squeaky wheels in the dust.
She specializes in online book funnels that will sell 2,000+ books a month while growing the author’s platform and increasing sales of all products and programs. All, while deeply listening to what the market has to say about their specific challenges and delivering solutions from the heart.
She has worked with clients such as: Yoga Journal, Mastin Kipp, Dr. Michael Murray, Enzymedica, Chris Beat Cancer, Aqua Tru and Viome.
How to Use Your Book as a Tool to Grow Your Business
When you contrast the traditional approach to selling books with the new approach of using an online book funnel, the difference is stark.
Instead of trying to find your book buyers offline and convincing them to go to a bookstore or go on the internet to find your book on Amazon, losing their attention span and their connection with you in the process…
What if you could find them online and easily guide them through the process of buying your book AND capture their email address to keep the conversation going – enticing them to buy other products and programs from you? And what if you could make money with more than just your book during the process?
Tabitha calls this marketing strategy the Online Book Funnel.
A funnel is not an online e-commerce store like Amazon where you can click on different products, read reviews, and decide which one you want to buy. Nor is it like most websites where you have different tabs to click for information like “about us”. A funnel is an online, streamlined, controlled process or experience for the buyer. And at all times, the buyer is focused on just one action we want them to take at a time. The buyer is led through a series of simple decisions. For example, deciding whether to purchase a book, deciding whether to add a training on the book’s topic, or deciding whether to add on a course that shows how to do everything the book talks about.
The New Way to Grow Your Business
Asking your online audience to buy your book – a low-cost, high-value item in exchange for their email address – changes the game. By selling a low-cost product such as a book, you are immediately weeding out the freebie seekers who are just looking for free information. And you are finding people who are happy to pay money for valuable information. The willingness to spend even a small amount of money makes them much more qualified to spend more money on your programs, products or services later down the line.
Now you are getting paid to build your email list and grow your platform.
But, as you well know, the margins are thin with a physical book. So, if you want to use paid traffic to direct people to buy your book, you can make subsequent offers at escalating price points. And some of the people who buy the book will also be interested in the other offers you are making. You can then use the money from these sales to pay for the traffic plus make a profit with other programs and products down the line.
When you use this approach, you are using your book as a tool to grow your business. The money is in your message, not your book. The name of the game here is not to make a million dollars on your book. It’s to sell a million copies of your book and make money on your message with back-end programs, products or services.
Most people cannot go through the transformation you provide from your book alone. They need more help than that. Your book is a communication tool or a “business card” to make people aware of your message.
With your programs, products or services, you can take people by the hand and guide them through a deeper transformation with detailed instructions, videos, examples, worksheets and even interaction with you, personally. That’s way more powerful than any book could be.
Your book is a tool – a way to get people in the door to your message so you can give them a deeper transformation with your other offerings. And it all starts with setting up your book funnel to sell 500-2,000 books or more every month. And that’s what Tabitha does, all day, every day.
Dr. Jonice Webb has been practicing psychology in the Boston area for over 20 years. The author of 2 bestselling books, she’s been featured in Psychology Today, CNBC, CBS, Psych Central, Elephant Journal, and NPR. She helps people with Childhood Emotional Neglect reconnect with their feelings, needs, boundaries and sense of belonging to heal.
The challenge for selling any book is this – there are a lot of books published every year. In terms of selling a single product, it’s one of the most competitive industries in the world. So the question is, when you’re in a sea of competition like this, how do you stand out? How do you compete?
This was the problem Dr. Jonice Webb was facing. She wasn’t happy with her book sales and wanted more. Her book had been published for 3 years and had managed to sell almost 5,000 copies. She had an email list of 1,500 people and a full psychologist practice. And when she came to Tabitha, she was working hard to continue selling her book through traditional marketing. She was running herself ragged, going from podcasts to radio shows to book signing events to local television appearances and knew there had to be a better way.
Tabitha conducted a Deep Dive Survey (DDS) with her existing audience. She discovered that people suffering from Childhood Emotional Neglect (CEN) were not ONE group… her analysis of the Deep Dive Survey Results revealed that there were actually FOUR distinct groups of people. With that insight, she helped Dr. Webb develop an online book funnel that started with a quiz, sold her book and ended with the sales of her programs.
Along the way, the 4 groups were segmented and were sent customized emails, videos and sales pages delivered at key stages of the funnel. Doing this allowed them to address the unique situation of each group and speak to their greatest challenge with healing from Childhood Emotional Neglect.
This one strategy ultimately led to MASSIVE results…
Below is an image of a post from Dr. Webb’s publisher taken from December 2019. This post congratulates the top 5 best-selling books from the publisher and as you can see, her book, Running on Empty, is the first one shown.
Not only that, but her book has made the top 5 list for the last 3 years in a row. So, what does this mean exactly? How can we put that into perspective?
Well, this publisher has several New York Times, Wall Street Journal and USA Today Bestsellers every year. In fact, as you can see, the 2nd book in this post is a USA Today Bestseller, the 3rd book is a Publisher’s weekly bestseller, and the 4th book, Dotcom Secrets, is a USA Bestseller. Dr. Webb’s book is in good company.
But what you don’t see in this post are all the other books that made the New York Times bestseller list, the Wall Street Journal bestseller list and the USA Today Bestseller list that year. And why is that? Because those books did not sell as many copies as the books you see here on this list. Those books might have made the bestseller lists, but they were a flash in the pan.
When Dr. Webb came to Tabitha, Running on Empty was no longer on the bookshelves of any book store and it was considered a back-list title. Since Tabitha implemented the book funnel, her book has been in every Barnes & Noble bookstore in the US and in every Chapters Bookstore in Canada. She went from selling under 5,000 copies in 3 years to selling 25,000 copies a year for 3 years in a row. And she’s on track to do it again in 2020.
The main purpose of a book funnel is to grow your platform and bring in new customers. In 2020, Dr. Webb averaged almost 2,000 email subscribers a week. And she did this while the world and in particular, the United States, has been in a state of crisis with the Coronavirus pandemic. She’s been able to grow her email list from 50,000 to 115,000 in just one year. It’s been very steady growth – basically on autopilot. And all of these people came from her book funnel.
So what is this email list worth to her? For the past 4 years, she’s been making 6-figures a year, while steadily growing her email list and selling 2,000 copies of her book every month on autopilot. This has allowed her to double her rate as a therapist and cut her practice down from 5 full days a week to just 1 ½. And right now, she only works with the clients she wants to work with.
She has spent her extra time writing and publishing a second book. And this year she is thinking about retiring from her practice all together and concentrating on her online business and her hobbies now that she and her husband are empty nesters.
When asked about how it was to work with Tabitha on this amazing book funnel, she replied: “I never would have thought that marketing and psychology could work together. But Tabitha’s skills bring to the table exactly what I’m missing: the ability to reach out and touch infinitely more people. I can’t imagine where I would be without her!”
This is how easy it is to build your business off the back of your book.
Nils Vinje had been doing one-off consulting work for clients in the area of customer success for over 5 years and was pivoting his business to training and coaching in the leadership skills market. He was also in the middle of writing his book and trying to figure out how he could use his book as leverage to launch his new business.
“I was literally in the middle of so much chaos at the time. There were about 8 billion options on things that I ‘should’ do. I was focused most intently on finishing the book. But honestly, I didn’t have a clue as to how to make it all work together.”
Before working with Tabitha, “I honestly had no idea about what a book funnel was. I knew I needed one. I knew there was some book funnel that would work for me because I had seen other examples. But I didn’t know what I didn’t know. That was kind of the hard part. I knew the book was going to be the ‘in’ level of my business. But how to make that something that can self-liquidate and help pay for traffic – I had no clue.”
In essence, he wanted his book to be his new business card to draw people into working with him while making a big impact in and of itself. But, he had no idea on how to make that a reality.
So, what was it like to work with Tabitha?
“One of my favorite sayings is: ‘Clarity shall set you free.’ And that’s what I got with Tabitha’s Book Funnel Formula. It was a step-by-step process to guide me through exactly what I needed to do to create a book funnel that would sell books now and 5-10 years down the line. Ultimately, it was everything I needed.
The added bonus was that doing the work for the book funnel while I was finishing up the book allowed me to customize and write the introduction, the back cover and the Amazon description, all in alignment with what I learned from the process with Tabitha. That way it all spoke the same language.”
Now that the book funnel is up and running, it has helped take the load off of Nils’ shoulders…
“I now run paid traffic to the book funnel and I don’t have to worry about anything! The entire thing is running on rails. That’s what I wanted – building a repeatable engine that could feed new people in, they take the book, pick the upsell or downsell, and everything is automatically delivered. That is just beautiful in and of itself because in my bespoke, one-off consulting world, that kind of thing doesn’t exist.
My goal is building repeatability and building this engine. I’ve sold hundreds of books just a couple of months in. And I haven’t lifted a finger. And that’s incredibly empowering. It shows me that I have the ability to do this. And I have the ability to turn up the gas as we find the right balance on the ads. Then I can make additional offers to them and help them grow their leadership skills.”
With his book funnel in place, Nils will be able to quickly grow his business.
“Everything starts with the book funnel, 100%. The entire way that new people are going to come into my world is driven by ads that go straight to the book funnel. They get the book, they read the book, they are inspired by the book. They want more. So then, I offer a 7-week leadership accelerator course. Which, frankly wouldn’t exist if I didn’t have my book funnel in place.
Every step is building on the previous one. In the new year, I will start running webinars to sell to the people who have come in through the book funnel who already know me, are familiar with me, get my regular emails, and then they will be able to subscribe to new programs. So, basically everything hinges on the book funnel and it will support everything I’m going to do over the next 12 months to grow my business.”
With such a great foundation for his new business, Nils is perfectly set up for success.
“The skillset that Tabitha brings to the table which is a combined expertise of the ASK Method ® and her Book Funnel Formula is incredibly powerful, (and rare), and will set you up to bring customers into your world in a systematic and repeatable way.
The insights I got from working with Tabitha was incredible, all the way to honing in on the perfect title for my book and programs. The insights she has from helping her clients create their book funnels over and over again are massive time-savers. The Book Funnel Formula works! It’s my BFF!”