The Sales Funnel Bible — published!

I got word tonight that The Sales Funnel Bible is now officially for sale.


Although I’ve (ghost)written books for other people before, this is the first book with my name on it. The experience to get me to this point has been effort-intensive but fun. I learned a lot that I can dial back into my work for other clients (and for myself on future books!)

I’m pretty excited to see the finished product. It all started WAAAAAAAY back with my Master’s thesis on the Business Diamond Framework and evolved through field use to this sales funnel focus — an emphasis on structuring your business for results-oriented marketing and sales.

Click here to learn more and to buy it.

The Sales Funnel Bible by Aaron Hoos

Or check out the book’s official website,

… Oh, and I’ve started on my second book.

Remember me? I used to blog here from time to time

It’s been a while since I’ve blogged… but I’m not going to apologize for it. I’ve been focused on a few other things lately. Here’s what has locked up my attention for the past few weeks:

My book, The Sales Funnel Bible is basically published. The book has been approved to print and it should hit Amazon’s virtual bookshelves in the next week; I’ll post about it when it is ready to buy. This book is the first of what I hope to be a massive publishing empire. Haha! Joking. In truth, this book is the first of several that I have cooking away in my brain and now that I’ve done one (one for myself — I’ve written books for other people), I have a bunch of ways to make it easier and faster to write and publish future books. (Blog post idea!!!) Writing a book is ridiculously hard work but it feels SO GOOD to have that book in your hands. Confession: I’ve started writing the next one.

My wife’s book should be coming out soon (soonish), too, and at that point we’ll kick her biz into high gear. (Her book is integral to the rest of her marketing so it had to come first). Really excited about that.

I recently helped the owners of a start-up to sell their company. It’s an interesting situation because they’re actually only selling part of their company so I helped them structure the deal and separate the part of the business they’re selling from the part of the business they are keeping. They did the hard work of building the business and they did the hard work of negotiating with the buyers. I was a fortunate bystander who got a chance to participate. It was fun and I was so excited when the deal closed late last week.

In the work I do as a copywriter for real estate investors, I’ve got a really exciting joint venture starting up: I recently put together a deal with a real estate investor that should generate some cool projects for us in the future. I can’t say much more about it right now because we’re still putting the details in place but it has the potential to really make a big change to my business. But it’s taken up a bit of my time thinking about and planning.

One of my clients, an insurance company, asked me to work on a project with them to help them introduce a new intranet to their staff. What’s cool about this project is that they are normally very structured and formal in the documentation I write for them but this project is different and they want to experiment with a new, unique, and memorable launch. Really honored to be asked to help them launch it.

The winter here was pretty tough. (I hear it was tough everywhere). Where I live, it was the coldest winter since 1898. I’m not usually affected by the weather (which is why I don’t mind when it gets cold and snowy here) but this year took a toll on my usually-optimistic-about-the-weather attitude. There’s still a little bit of snow on the ground in my yard as I write this (on April 27th!) but the lingering cold has had a benefit of prolonging the snow-melt and thus dramatically reducing the threat of flooding for the province. But with all that melting snow, I’ve had a lot of work to do in the yard: Shoveling (the snow away from the house because there was so much of it), cleaning, raking, prepping the sump pit to run (just in case!), etc.

Now that these projects are starting to hit a critical mass (along with the other projects I’ve got going on right now), I finally found a few minutes to write about them and to think about what I want to post about this week.

Hope everything is going great for you!

Case study: Ghostwriting a best-selling book

A book is more than just a couple hundred pages that you might sell for twenty bucks on Amazon. Writing a book SHOULD BE on your list of things to do to grow your business. It’s a document that helps to position you as an expert in your field. It has the potential to provide ongoing income for you — just sweat through the hard work of writing it once and then you’ll earn ongoing income from it for as long as you sell it. A book is also a marketing tool; it constantly promotes you even when you’re sleeping. Books open doors — to new business opportunities, new marketing opportunities, speaking engagements, clients, and more.

As a former ghostwriter (I really don’t do ghostwriting at all anymore) I had the privilege of working with a few clients on their books. They’d tell me what they wanted to write about, I’d put together a table of contents and a project plan (to keep the project moving forward because it’s SO easy to let your book falter) and then I’d write the content for them. Unlike some ghostwriters who write almost all the content exclusively, I tried to adopt a more collaborative approach with my clients because I felt that it better captured their brand and “voice”, and it ensured that I didn’t too long on a rabbit-trail digression that wasn’t helping the client.

Some books I wrote for some clients turned out okay. We were both happy with the end result but the books didn’t deliver all that was hoped. But for one client, with whom I wrote nearly half a dozen books, they all became Amazon best-sellers, achieving #1 seller status in different Amazon categories.

So what was the difference between some of my clients whose books were okay and my one client whose books all became best-sellers?

Here are a few things that helped my best-selling-book client do so well:

  • We wrote good-sized print books (250+ pages) of high quality, high value information
  • We created a website to help promote the book
  • We cross-sold the book on my client’s other channels (his site plus in the backs of other books)
  • We wrote sales letters and autoresponders to help generate sales

These all helped; they all played a part… and I would love to point entirely to myself as the most significant reason that these books did so well. However, what really made a huge difference was that my client had a HUGE audience with whom he had nurtured a very deep and trusting relationship.

Whenever we wrote something, he put it on Amazon and his readers would rush out and buy it. (That might sound bad but don’t worry, I made sure we wrote GREAT content!).

Although I played a part, it was really my client’s relationship with his list that made all the difference, turning a great product into an in-demand product.

So what should you do if you’re a business owner who aspires to write a book and use it as a tool for your business? I think your first priority should be to build an audience and nurture a relationship with them.