Heres

Whats Inside

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Introduction

The 90 Minute Book!

Why Don't More People Write Books?

Don't Focus on Being a "Writer"...

Focus on Being an Author

12

The Only 3 Things You Need To Get Your Ideas

Out In The Marketplace

17

How Dan Sullivans 80% Approach

Changed My View Of What's Possible

21

The 90-Minute Book Works for Lots Of

Different Businesses...

26

How A 90-Minute Book Can Help You Get

More Clients and Make More Sales

31

Here's Exactly How the 90 Minute Book

System Works...

37

Heres How To Get Your First Book

Outlined, Written and Published in Just
90-minutes...

Introduction
November 2013
Miami, Florida


Exactly one year ago today, I arrived in London for a
Breakthrough Blueprint Live event I was holding at the Tower
Bridge Hotel.

Serendipitously, Dan Sullivan and Babs Smith were in London
at the same time.

We spent the day wandering around SoHo and the
conversation turned to books.

Dan had just finished a book he wrote completely in one day
and was excited about the potential of the new model of
creating Version 1 of a book...the first 80%...and not getting
caught up in the endless cycle of planning and waiting till it's
just right to get it out into the world.

This was like music to my ears.

I told Dan I would have my first book done and delivered to
Strategic Coach in time for my next workshop in 2 weeks.

I got that book done, and in the process got hooked on being
able to write books at the speed of thought.

When Dan shared the distinction between being an author, not
a writer...I realized the true focus should be on helping authors
not get blocked by the thought and process of writing.
3

Over the last year, I've put a team in place who have helped me
produce over 30 books now with a unique process we call "The
90-Minute Book" (tm).

This book is a result of that exact process.

Writing a 90-Minute book about The 90-Minute book feels a
little like the Seinfeld episode where Kramer creates a coffee
table book about coffee tables...but the process works...and
we've been able to help others easily get their first book out
into the world.

This book was conceived, outlined, and written in less than 90-
minutes of my time.

I spent 30 minutes brainstorming the outline...and 60 minutes
recording the content...all in less than a 24 hour timeframe.

From there, the whole process was handled by the team I've
put in place to make this process easy.

Enjoy the book.

I hope it changes the way you think about books...and
encourages you to take the leap and get your first book out into
the world!

The 90 Minute Book!

Susan:

Hi everyone. Im Susan Austin. Today, Dean Jackson

and I will be doing a 90-minute book call. Welcome,
Dean.

Dean:

Welcome, Susan. Thank you for having me. Its all

very exciting.

Susan:

I know. 90 minutes, Dean? Is that really possible?

Dean:

Heres the thing. I should probably let people in on

this, because its a very interesting experiment that
were doing here. Its a new concept, a new process,
and Ive been using this for a long time. Ive started
calling this process The 90-Minute Book, because
Ive written, now, several of these short books that
are just a single concept to get a message out there.
Ive really kind of gotten it down to a process where
the whole thing can happen in 90 minutes.
This is the perfect example of that in action. I
almost feel like what I said to you suggested, Why
dont you come on here with me and do a 90-minute
book about 90-minute books? I kind of felt like
Kramer, from Seinfeld, doing his coffee table book
about coffee tables. Its a fun concept.

Why Don't More People Write Books?
But, the general idea is that entrepreneurs,
business owners, coaches, anybody who is in business
that needs to be introduced to new people or has an
idea that they want to spread, theyve got the idea
kind of rolling around in their head, and they can talk
5

about it at length. They can share the idea. They want

to spread it. They know their stuff, and they get
blocked in getting it out there because they get
intimidated by this thought of writing a book.
Thats just one of the reasons why people
dont write books, why there arent more books, and
why everybodys walking around with this idea that
Someday Id like to write a book.
There are a lot of different reasons. But one of
the ideas is that it takes too long to write a book.
People are intimidated by it. Theyve got this process
in mind that seems daunting. It seems like its long
hours of solitude in an unlit room and a candle and
silence, sitting down and staring at that blank page.
Its really intimidating.
Ultimately, most people dont like to write.
Its the same thing when we go through school. Its
kind of the process that nobody likes to go through.
Nobody likes to sit down and have to stare at a blank
page and actually write something. And people often
are sort of shy about their writings. They might not
perceive that theyre good writers or they might be
kind of intimidated by making sure theyve got the
right grammar and the right writing style, and the
approach has to be just so.
All of those things, when you add them all
up, theyre a pretty good deterrent to writing a
book. And I think for every book that ends up being
written, theres probably a lot more that people are
walking around with the book in their head, and
they never get it out into the w orld.
6

Susan:

Right. I think, often, we literally dont know what

format to do it in. Do you literally sit down with an
open Word document? We just get frozen with that.

Dean:

Thats the thing. They havent been trained in the

concept of doing a good outline first, and brainstorming,
and getting all of the stuff out on paper, all of the ideas
that they want to do, which is all valuable stuff. Thats
part of the 90-minute book process, is going through
and spending 30 minutes brainstorming and outlining
the process of putting a context around the message that
you want to share, so you can put the content that you
have within those sort of subheads or categories, or
grouping them together.
Thats usually fun for people, once they know
how to do it, brainstorming and outlining the process.

Don't Focus on Being a "Writer"...
Focus on Being an Author
Dan Sullivan said to me, one time, in one of
our Strategic Coach workshops, that you dont have to
write to be an author. I thought, Thats pretty
profound, because an authorship is really about
ownership of the idea and its about the creative
process. Its your idea. Youre the author of the
content.
But the writing doesnt have to be you. And
when you really think about it, all of these celebrity
books that you see, celebrities who write their
memoirs or write these success or self-help books,
theyre not actually sitting down and writing these
books in their writing room, with their typewriter.
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Theyre speaking the book to a ghostwriter, who they

work with. Thats why a lot of times youll see the
name of the celebrity is the big name, the author, and
then it will say, With Susan Austin, or With Dean
Jackson, or whoever is the actual ghostwriter of that
book.
The reality is theyre the one whos done all
the writing. Its just the process of authorship is
about being interviewed and getting your idea out
into a format where somebody can get it transcribed
and turn it into a book.
I think you hit it on the head when you said
people get caught up in really not knowing what to do,
and I call that the logistics of it. They just dont know
where to start. And if you give them a process, if you
just kind of talk somebody through a 30-minute
interview to kind of gather the information, what it is
that they want to share, it becomes pretty evident, if
youre a skilled outliner and youve done a lot of
content creation and a lot of program creation, so you
know how to think contextually you can put things
into containers and create kind of a path, a track to
run on from the beginning to the end.
Ive done a lot of that. So, its easy for me to
sit down and create an outline, a path to take
somebody through that process.
The other thing, why they dont write books,
is they dont think that they could write a book or they
should write a book. They dont understand why they
would want to write a book. It may not be a burning
desire that they have to write a big lifes work or to
write what they would perceive to be a big bookstore
8

book, like a 250- or 300-page book. But there are lots

of reasons why it would be a good idea for you to
write a book that could get an idea out into the world,
that starts a conversation with somebody that youd
like to work with or youd like to be in relationship
with.
So, I would think that any coach or any
entrepreneur or advisor or consultant or professional,
there are lots of reasons why somebody would write a
book like that.
Once they understnd this process, that its not
about sitting in a room and writing, but that they
could get the whole process done in 90 minutes and
get an idea out there that starts a conversation, it
becomes a great tool. Now, theyve got a book that
they can use to generate leads. Thats kind of one of
the best things. If youre doing advertising or youre
doing speaking or youre doing anything, and youve
got a book that you can offer to people, its kind of a
great way to start a conversation.
Susan:

It takes all of the overwhelmingness of writing a book

and just simplifies it. Im very excited, Dean.

Dean:

Well, when I say some of the reasons to do a 90-

minute book, as opposed to writing a big master
work, is that its

Susan:

9-month book.

Dean:

Its so much faster to really get this out into the world
this way. The essence of your idea, you should be able
to communicate that and add a lot of value in a one-
hour conversation about it. Its enough time to really
9

kind of explore your idea, to get the main points of it

out there, to start the conversation, to get buy-in on
the idea, to persuade somebody or at least start them
down a path and give them an education on what your
concept is.
And then, really going down the road of using
that book now, to get in front of people who you want
to have that conversation with. Im going to give you
some great examples of this as we go, even using this
book as an example of how to start this conversation.
We can kind of talk, right now, about the
people who are reading this book, because they had
no idea what the content of this book was before they
ever got to it. But we are going to start a conversation
with people who the idea of creating a 90-minute
book is intriguing.
So, weve done and are doing a 90-minute book to
illustrate and explain the process of 90-minute books.
So, that is a very useful thing, because
otherwise, if youve got a service or youve got a
product or youve got some way that you can help
people get a result, if you dont have an easy way to
kind of start the process with them, youre forced to
struggle, really, in trying to find new people.
But if you can get involved in a conversation
with people and use a 90-minute book as a way to
kind of test a concept, if youve got a process where
lets even use this again, as an example, the 90-minute
book if I were to take 90 days and really outline this
and then write a lot about the concept and about the
process, and then put it out there to the sound of
10

crickets, youve spent and invested a lot of time and a

lot of effort into something that you may not even
know is a viable concept. It may not be something
that the audience even wants.
Susan:

Its interesting, and you make a good point, just about

if you take the 90 days or so, you may end up with
more information. One of the brilliances is that it
almost has to be just so simple. You cant go on and
on for 2 days about why someone should write a
book, because youre going to overwhelm them with
data and everything else.
Whereas here, youre going to get right into
the meat of things, because you only have an hour.

Dean:

And I think that these 90-minute books are the best thing.
The best use for them is as lead generating books, as a way
to start a conversation.
On the I Love Marketing podcasts, we talk
about this concept of the 3 units of your business: the
before unit, the during unit, and the after unit; the
before unit being the part of your business that is in
charge of finding people who want to do whatever it is
you do. So, if youre a coach, finding people who want
to get the results that you can coach them to get. Or if
youre a real estate agent, finding people who want to
buy and sell. Or if youre a financial advisor, finding
people who want some help managing their money.
Youre using it to get in front of the people who
ultimately could be your ideal prospects, and do it in a
way that speaks directly to them.

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See, the thing about a 90-minute book and just

investing that initial process into it is that it fits in with this
idea of selecting a single target market. So, you can write a
book that is specifically geared to an audience.
We have a gentleman in my mastermind group,
John Smallwood, hes a financial advisor, and he has
written now 3 books, but hes done sort of this 90-
minute book concept where he wrote a very specific
book called The Cosmetic Surgeons Guide To Early
Retirement, which is very, very specifically geared
towards the cosmetic surgeons. Hes also written a
broader one called The Physicians Guide To Early
Retirement, which would fit for all of the physicians,
and then a general book for everybody in financial
advice, called 5 Ways Your Wealth Is Under Attack.
Now, all 3 of these books are just small, 90-
minute books that are designed to get in conversation.
I talk about it in the before unit. If youre going to use
the book for lead generation, what Ive really
discovered is this concept of what I call the minimum
viable book.

The Only 3 Things You Need To Get Your
Ideas Out In The Marketplace
The concept is that the only 3 things that you
need to use a book as a lead generator are: 1) youve
got to have a book, so you can offer a book.
Now, the thing is that it doesnt matter
whether the book is 50 pages or 250 pages, because
when they ask for it, they dont know how big it is.
12

The next thing that you need is a title that gets your
audience to say, I want that.
So, whether youre writing a book called The
Cosmetic Surgeons Guide To Early Retirement, if Im a
cosmetic surgeon and I see that I can get a free book
called The Cosmetic Surgeons Guide To Early
Retirement, Im going to say, I want that! And thats
done its job.
Now, youve got to have a simple way to get
that message out there. Thats the third element. So,
you need a book, you need a title that, upon hearing it,
your audience will say, I want that, and youve got to
have a way to get that message out in front of them.
Now, you can do easy things. Weve got
another gentleman in my mastermind group, Yuri
Zolov, I named him that, Yuri Zolov. His real name is
Yevgeny Zolotoreski. But Uri Zolov sounds like a best-
selling author to me. It sounds more friendly.
So, he wrote a book called Hypnotize Your
Husband. This was a 90-minute book. This guy is an
action-taker. He came to my Breakthrough Blueprint
even in London, and we talked about this concept. We
came up with the name, Hypnotize Your Husband:
How To Make Him Want You, Only You, And Never
Even Look At Anybody Else. That was the essence of
the book. And we drew out a little flyer concept that
had a picture of the book, the cover of the book, and
then that free book, Hypnotize Your Husband: How To
Make Him Want You, Only You, And Never Even Look At
Anybody Else, and go to HypnotizeYourHusband.com.
Thats all that the message needs to be.
13

Now, the person hearing that may see that, and

youve gotten that message in front of the right person.
They see that its a free book. They see the title, Hypnotize
Your Husband, and the easy way to go get it at
HypnotizeYourHusband.com. Now, that process is doing
its job. And, again, it doesnt matter, at this point, whether
the book is 50 pages or 250 pages, because youre not even
mentioning that. Thats not a selling benefit. Its not a
benefit on getting people interested in it. It doesnt matter
that its only 50 pages, which is about what youd get with a
one-hour spoken interview, like were doing right now.
That will transcribe out to be about a 50- or 60-page,
5x8 paperback book, which is a nice, perfect size. Its
probably about 45 minutes to read the book, or less
than an hour. Its almost like a plane ride kind of
book, where you can take it on the plane, read it the
whole way through, and its kind of a one-sitting book.
Really, if you look at the statistics about book
reading, a lot of people buy books I forget what the
percentage is that very few people ever get past the
first chapter.
But they buy the book because they want the
benefit that the title of the book promises. People buy
The 4-Hour Workweek, a big book, or The 4-Hour Body
by Tim Ferriss, they buy these big books because they
want that promise. They want the benefit of that. But
theyll never get through the whole book.
Susan:

And is the book always free, Dean?

Dean:

It doesnt have to be. But I think in this concept, I

think its the best way to kind of start the
conversation.
14

Heres what it is. Im glad you brought that

up, because sometimes people think, Well, Id rather
write the whole book and get a New York Times best-
seller. They think that writing a book is going to put
them on easy street, that theyll be able to retire off
their royalties.
I know enough people who have written New
York Times best-sellers to know that thats not the
truth. Thats not the whole story. Theres a lot more
that goes into getting a book on the New York Times
best-seller list than it may seem at first glance. People
might think, Well, if you just write a great book, thats
going to rise to the top. Ill tell you what. Theres a
lot more engineering and orchestrating that has to go
into getting a New York Times best-seller, and its a
very expensive process. Theres a recipe for it, and its
easy enough to replicate, but it takes money and it
takes really serious advice from people who know
how to get there.
Most people, the reality is its not about
creating a best-seller. It would be about getting into
relationship with more people in their business.
So, if you look at it, if you take even a coach as
an example, or a professional or a consultant or a
service provider, if you do the first hour, you do the
90-minute book, a 50- or 60-page book, and youve
got all kinds of other things behind that, that you can
offer people, even if you think about giving away that
first part, the first 50 pages, and then packaging what
you would put in the remaining 200 pages, is
packaging that up with audios and a workbook and
selling that for $199 instead of $19, the perceived
value of a course is higher than the perceived value of
15

a book. Weve got a lot of history and frame of

reference that books are $20 or $25, or $10 for
paperbacks.
Susan:

Yeah. Youre not going to get someone to buy a $180

book. But theyll sign up for your $180 course.

Dean:

Thats exactly right.

Susan:

After they read your free

Dean:

After theyve read the book. Youve got the best

advice out there, youve got the best thing out there
for them to go, now youve got a person who is
interested in this.
There are so many different ways. Yuri, right
now, has been putting out flyers, those flyers that we
talked about, on bus shelters and all over the city in
Toronto, and generating leads of people who want to
get the book, and then inviting them to come to a free
workshop, where hell invite them to a live event.
That whole process, knowing where you go
from there, knowing what to do once you generate
that conversation, once you start the conversation, of
course, youve got to have somewhere to take them.
Where are you going to go with that? Where are you
going to go, now that youve got somebody who wants
to start that conversation with you?
So, its really a great tool just to turn what I
call invisible prospects into visible prospects. If you
have that book, now you can offer that. And people
who youd have no other access to identify themselves
and start that conversation.
16

Ill give you an example. There are lots of

different ways that you can use this. But the thing
about really adopting this process is to adopt it
quickly. The investment is so low in terms of being
able to get one out there, and the concept of really
thinking about this type of book as version one of
your book. It doesnt have to be the finished end
product. The days of having to typeset things or have
to commit to long, big print runs where you feel like
youve got to really proof the book and have
everything that you want to say in there, because
youre going to be stuck with it for 5,000 or 10,000
copies of this book, now, using digital, on-demand
printing, weve been using CreateSpace at Amazon.
Were set up as an Amazon publisher now. And you
can create this book very quickly. You can get it up into
Amazons CreateSpace program, and you can print them
one at a time, if you want to.
Our typical little 5x8 paperback book thats about
50 or 60 pages costs less than $2.50 to print, whether
youre printing one or 1,000 of them. Its very, very easy.
So, that kind of concept of creating the book
initially as version one is a really great concept to kind
of understand. Its best to have the book out there.

How Dan Sullivans 80% Approach
Changed My View Of What's Possible
The very first one, this was about a year ago, I
was in London and I was just serendipitously there at
the same time that Dan Sullivan and Babs Smith were
there, and we ended up spending the day together in
17

London. Dan was talking about this process of

creating these books on CreateSpace. So, hes the one
that kind of introduced me to the concept. He said he
had done the whole thing, and wrote it all in one day,
and had it up and was ready for our next workshop,
which was coming up in 2 weeks.
So, when I looked at that, I said, Okay, Im going
to do that myself. It was 2 weeks until my next
workshop. I said, Ill tell you what. Im going to create a
book, and Im going to have 50 copies of it delivered to
Strategic Coach before my workshop, which was in 14
days.
I did the whole process and created the
Breakthrough DNA book, recorded it, got it all
transcribed, and formatted up, and printed and
delivered to Strategic Coach the day before my
workshop.
So, that whole process, the first one that I did
took that amount of time. But then, I realized this is
something that, as Ive gone through it now, the guys
on my team have already figured out how to do all the
rest of it.
So now, I know that this is a capability that I
have now, that I can write books, 90-minute books,
with only 90 minutes of my time involvement. I spend
30 minutes doing the outline, and then one hour
recording the concept.
Ive been doing this enough that I could talk for
an hour myself, without any kind of interaction, which is
exactly how I did the Breakthrough DNA book. But I
think for most people, they would feel comfortable
18

having a conversation like were having. It feels like Im

sharing this idea with you, and youre there to kind of
keep me on track through the process.
Susan:

Right. As opposed to someone thats just going to get

on a recorder and just literally almost diarrhea of the
mouth. But its not dialogue. Even if I dont say much,
just your thought process of having to
articulate it so that I understand it in a
conversationally-friendly manner is huge.

Dean:

Yeah. And just checking in with you every now and

then, to see if Im making sense and you understand
what were saying.
Dans idea of this, of it being version one, and
actually putting on the cover of the book, Version
One. Send your ideas and feedback to
[email protected], is so much valuable.
Theres so much value in that, to get the concept out
there, get the conversation started, see what people
say about it, how they interact with it, how theyre
using it, share their ideas, and you can update and
integrate that into version 2 of the book.

Susan:

For the perfectionist listening, this is an easy way for

them to deal with the fact that it may not be the end
product 3 years from now. You can refine this book.
But its the starting process to get it written.

Dean:

Yeah. And thats the thing. I cant give Dan Sullivan

enough credit on really opening up my eyes to this. Of
anybody that hes shared this concept with, I think hell
even admit this, that Ive really taken it and run with it
as much as you can, because I get it on a really deep
level.
19

He has a new book out called The 80%

Approach, and this idea that the first 80% is the
biggest game. Going from having no book to having a
book, even if its a 90-minute book, youve got the
book, youve got the title, and youve got the one-hour
version of all of the content of it out into the world.
That is the most valuable 80%, because youve
gone from zero to 80%.
Now, if you were to spend more time and
improve that by 80%, youve only taken it to 96%
now. Youve only gained a little bit more, because
youve got this concept that now youre making
smaller and smaller, incremental improvements on it.
When I had that idea of really thinking, You
know what? Thats absolutely true, because Ive seen
that in so many other ways. That was a concept that
Ive always had in mind. When I look for
breakthroughs in a business, Im looking for things
that theyre not already doing. Im looking for
something that youre not doing this. And now, you
do something, and any result that you get is an
exponential improvement over what your result was,
rather than taking an existing process thats working
and spending a lot of time improving it, and getting
incremental improvements. Its not the same. Its
always better to look for the exponential improvement
first, and get all of those out into the world.
So, that concept of not thinking of it as the end
result, the end product that ultimately you may
continue to polish it, you may add to it, you may go on
with it, but you may also realize that 80% is good
20

enough. You may realize that its enough to start the

conversation, and thats all that matters.
So, when you look at it, I can give you countless
examples of it. It would probably be a good idea to do some
case studies of how this can work.

The 90-Minute Book Works for Lots Of
Different Businesses...
You use this example. You can add to it, if you
want to. If youve got a concept that is bigger than one
hour, you could do multiple hours and do a bigger
book, get more of the information out there.
I have, right now, in Success magazine, a full-
page ad running offering a book called Email Mastery.
That is a book that is the transcript of 4 podcast
episodes. Joe Polish and I do the I Love Marketing
podcast, and we spent 4 episodes talking about email
marketing. We had those transcribed and had those
turned into the Email Mastery book, which is now
available on Amazon. But I put it up there at just the
lowest price that Amazon will allow you. So, I think
its $3.99 for the book.
The whole purpose is to get it into the hands
of people, to use to start that process. Weve
generated almost, at this point, almost 1,000 leads;
1,000 people have opted in to get the Email Mastery
book. And now, its about engaging in a dialogue with
those people and introducing them to other things
where now well start the email mastery class, where
21

it will be a course that people can go through, which

will be a much more interactive type of process.
But it all started with the conversation
offering this book called Email Mastery.
Its kind of a really interesting process, when
you think about it. You can use it for all kinds of
things. You can use it for any kind of concept. At I
Love Marketing, weve done several of these, where
weve got either one or a couple of episodes that well
compile together as one idea.
I mentioned Joe Polish. Joe is the very best
networker and connector in the world. Theres
nobody that does it at the level that Joe does. The
people who hes gathered around in his 25K group,
hes got the highest-level mastermind in the world for
direct marketers.
So, I interviewed him one day, for an episode of I
Love Marketing, about his process of how he goes about
meeting and networking and building relationships with
people, and called it The Magic Rapport Formula.
Now, we created that into a 90-minute book.
So, weve got now a paperback book called The Magic
Rapport Formula, and its all the context that was
spread out, of exactly how he goes about it. He did an
interview with our friend, Fabian Fredrickson, and
she kind of drew out of him his process. And then,
after the call, she went to him and said, Heres what I
heard you say. Heres what I think you do. And she
really kind of put some bones around what he actually
does. We called that the Magic Rapport Formula. And
then, we spent the whole hour talking about it and
22

getting that concept out there, and now weve got a

book about that.
Thats as easy as it can be. But even if youre
marketing products, you can still do things that are
using a book to start the conversation.
One of the people in my mastermind group is
Luba Winter. She lives in Portland. Shes got a company
called Nu Way Beauty. She has created a device that
combines ultrasound, galvanic waves, and red and blue
LED lights in one handheld device that you can take at
home. And for 10 minutes a day, it penetrates your skin
and stimulates your elastin and collagen. For anti-aging
or age fighting, it removes wrinkles and makes your skin
plumper, cures loose skin, and makes you look younger.
But one of the things that I was most excited
about is that it cures acne. The blue LED lights kill the
bacteria that cause acne, and the red LED lights
stimulate your own elastin and collagen. So, youre
going through a process of curing the acne from the
inside-out. Youre going all the way down to the
deepest levels of the skin and kind of curing it there,
rather than just treating, topically, the symptoms of
the acne, the end result. Rather than patching the
leak, so to speak, you go and you fix the roof. Figure
out where the waters coming in kind of a thing.
But its a device that requires some kind of
education. If people saw it and you kind of explained
it, they wouldnt understand, initially, what it is. So,
we created a book called The Adult Acne Cure, and
advertise this book now. Instead of advertising the
device, we advertise the book, who the only people
who are going to download the book or request the
23

book are people who have adult acne. Thats who

would want a copy of that book, which is exactly the
person that you want to be in conversation with.
And then in the book, it just educates people on
the causes of acne, the different types of acne, and then
it talks about the science of the elements that are in the
device that Luma has that cures the acne.
So, it talks about the scientific evidence of LED
lights and the ultrasonic waves, and the galvanic
waves and outlines a treatment plan that now
educates them about the process. And now, you can
introduce them to the device that has all of those
things that theyve read about in a book in one easy-
to-use, at-home device.
So, youre starting the device with the end in
mind. If you have a device that cures acne, you want
to be in conversation with people who have acne, or
their loved ones have acne. So, having a book that you
can offer, that is free and talks about the adult acne
cure, thats a very valuable thing.
Same thing with The Cosmetic Surgeons Guide
To Early Retirement. You get that out there. Its not
talk about, Hey, let me show you how I can work with
your financial plan, its about getting your message
out there that you are offering this book for cosmetic
surgeons on the cosmetic surgeons guide to early
retirement.
Same kind of thing with Yuris book, Hypnotize
Your Husband. Yuri is a clinical hypnotherapist. So,
ultimately, there are lots of things that he can help
people with, lots of ways that you can use hypnosis.
24

Rather than having just kind of focused on the big

things that everybody kind of associates with
hypnosis, with losing weight or stopping smoking or
reducing stress, those kinds of things are kind of the
big 3 in hypnosis, a lot of people might not be
responsive to those things.
But having kind of a side door, where youre
coming into something, like hypnotize your
husband, just those words, theres something
interesting about that because its almost like
hypnotize your husband seems like the only
socially-acceptable thing. It would not be the same
reaction if there were a book called Hypnotize Your
Wife. It has a whole different vibe, doesnt it? Or,
Hypnotize Your Kids, or Hypnotize Your Mother-In-
Law. Those kinds of things, they sound like people
would be up in arms about that.
But Hypnotize Your Husband is very sort of a
funny thing that theres a curiosity around it and it
would be interesting. But what it does is it starts the
conversation about hypnosis. If you can show
somebody in real terms, like Yuris a very skilled
hypnotist and he can show people how to use
hypnotic principles in conversation, and how you can
use conversational hypnosis, suggestion, to get your
husband to be more romantic or to buy you flowers,
or to take out the garbage, or to do whatever it is that
youd want to hypnotize your husband to do.
And as you get an interest or a taste of success
of that, now youre open this concept of hypnosis, and
that really becomes the opening, the entree into
Wow, I didnt know that hypnosis could do this. And
now, youve got all of the world of possibilities that
25

hypnosis could be available, open to you, all because

you started a conversation in a lighthearted way with
somebody who had some interest in hypnosis, even if
its peripheral.

How A 90-Minute Book Can Help You Get

More Clients and Make More Sales
Susan:

Right. Im curious about Lubas real quick. I wanted to

ask. I dont know if its too soon to ask, but is she finding
success with the concept of writing a book to sell an end
product?

Dean:

Yes, absolutely. Heres the thing. I talked about the

before unit of your business. I talk about the before
unit in our Breakthrough DNA process. Weve got 8
profit activators that all fit under that before, during
and after unit.
So, in the before unit, the profit activators are
select a single target market, profit activator one.
Profit activator number is compel your
prospects to call you, to raise their hand.
Then, profit activator number 3 is to educate
and motivate your prospects.
And then profit activator number 4 is to make
an offer, preferably a mafia offer, an offer that they
cant refuse, an offer that makes it easy to get started.
So, lets walk through this.

26

Of all of the things where youve got any

number of people that you could help, like Lubas
device could really help all people with skin,
everywhere in the world, look better and feel
younger. And most of the time, what people want to
do is they want to cast that wide net. They dont want
to leave anybody out.
But, the very best thing you could do is select
a single target market for this. One of the things that
has the most transformational experience for people
is curing acne. So, lets choose people with adult acne.
And adult acne is different, as a target market even,
than teen acne. But if you can get to a parent who has
adult acne, and then they can see how this works and
understand
that
this
will
work
for their kids too, youve kind of got an entre into different
markets there.
But you choose a single target market adult
acne and even choosing a geographic constraint. So,
Luba lives in Portland, so weve decided lets just start
with adult acne in Portland. Thats where it all starts.
So now, youve got this, and youve got a title
of the book. All we want to do now is get people who
the ideal target audience are, and get them involved in
the conversation. You cant buy a list of people with
adult acne. You can get people whove bought other
things, but somebody whos just had a breakout or
somebody whos concerned about their adult acne,
you need to get them to raise their hand, so that you
can communicate with them.
So, offering a book by using pay-per-click ads,
Facebook ads, even flyers, business cards, little lead
27

generators that just have the title Free Book: The

Adult Acne Cure. Go to TheAdultAcneCure.com to get
the book, that is how weve reached the job of profit
activator number 2.
We now have selected a target market. Weve
got them to come and raise their hand. Now, the book
itself is going to do the work of educating people about
what they need to know to believe that the
Rejuvenation G4 is the device that can help them do all
of this.
We have to educate them on how acne is
created, and show drawings that the show layers of
the skin and where it all starts in the pores, and how it
actually manifests. And then, talk about the scientific
side of how blue LED light kills the bacteria in the
deeper layers of the skin that cause the acne, and that
the red LED light stimulates collagen and elastin,
which are the things that make your skin look healthy,
plump, tight and smooth. Those kinds of things,
youre stimulating new growth of those cells below
the surface, that now come out as healthy skin.
In 60 or 90 days, maximum, somebody can be
completely cured of their acne and have incredible,
beautiful-looking skin.
Now, thats the education process. You show
them how that works, and then you have to make an
offer, in profit activator 4.
Now, this is the purpose of the book is to start
that conversation, so that youre in that dialogue. And
now, you can really help people along the process of
getting the benefit that they identified that they want
28

by being attracted to a title of the book that youve

offered them.
So, by offering a book called The Adult Acne
Cure, what they really want is they want the cure.
They want their adult acne cured. So, when you
educate them, theyre educated about the process.
They understand why nothing that theyre doing on
top of their skin is long-term, ultimately curing the
problem, and that Ive got to go deeper to really create the
cure for this.
And then, knowing that the device works, she
has set up now with Paypal, with Bill Me Later, to
have a situation where you can invite people to go
through the process, to try the device with all the
skincare products, the whole regimen that you need,
and to try it for 60 days, go through the whole
process, and it will either cure your adult acne or it
wont. And it if doesnt, because youve gone through
this program with Bill Me Later, you wont have paid
anything if it doesnt work. If it does, then you can keep
the device, and youve got up to 6 months to pay because
youve used the Bill Me Later function.
So, thats crafting an offer thats irresistible in
profit activator number 4. Youre either going to cure
your acne, in which case its 100% worth going
through that process, or youre going to try it and it is
not going to, which is maybe 5% of the people that it
might not work. And it wont be because the device
didnt work, but because of their compliance of doing
the actual treatments with the device. But they can
send it back and not have spent any money to try that.

29

So, thats a full process of how that works,

how you can see that from beginning to end.
Susan:

Very nice.

Dean:

Its kind of a neat thing. Rather than trying to do all

that educating and motivating in the ad itself, its a
different kind of experience.

Susan:

Arent most people just trying to sell? They would

just come out and try to sell the device. There
wouldnt be any education. Maybe thered be a little
but.

Dean:

Youre absolutely right. And its all focused on them

and their product.

Susan:

Right.

Dean:

So, if we look at, ultimately, this format, what were

doing right here, is ultimately the very best example
of it, too. Anybody reading this book right now, and
theyve read this far into the book, what attracted
them to the book in the first place is theyve got this
idea that theyd like to write a book, but they dont
know that they could or how they could do it in 90
minutes. That sounds attractive.
Ive got 90 minutes, and Id love to have a
book. But now, weve explained, weve educated
about this whole process, about how that works, and
about all the different ways that you can use it, if they
can come up with a title that their audience would
say, I want that!

30

When I was in London, we did a lot of these

different book titles at the Breakthrough Blueprint
event. We have a gentleman who does corporate
training for businesses, on productivity, so he wrote a
book called The Fire-Free Workday.
Now, when you look at that, just hearing that
title, that sounds like, Wow, if I could just be
uninterrupted, I could get a lot of stuff done. Thats
attractive. We had a gentleman wrote The Influential
Introvert: How To Get Your Voice Heard At Home, At
Work, And With Your Friends. For somebody whos an
introvert, they sometimes feel like they dont get
heard. Its harder to be influential if youre an
introvert. But this is a way to do that.
I did a book with a fitness guy in Ireland. He
owns a gym, a training studio in Ireland, and he wrote a
book called The Skinny Jean Solution.
So, you hear these things where somebody
hears the title, and they want those things. Its almost
like thats the real reason people buy books, because
were buying the hope that ownership of that book is
going to give us the result that the book promises.
Thats why we buy that book. Thats why we buy that
process.

Here's Exactly How the 90 Minute Book
System Works...
So, this process here, what were going
through, weve created a book called The 90-Minute
Book. Weve spent an hour, almost here now, talking
31

about the process and all of the uses, and educating

people about the process of it. I took 30 minutes to
outline the process here, and weve spent almost 60
minutes now recording this. And now, all thats left is
getting the processing of this done.
When were done with this, well have this
recording, well automatically go to Glen on my team,
who will facilitate the whole process of getting this
transcribed, and then taking that transcript and
putting it into the book format, and putting titles and
subheads, creating a cover for the book that looks
great. Hell upload it, get them all printed and
delivered to me, and I wont have spent any more time
than this 90 minutes that Ive illustrated here in this
process. And thats kind of an interesting proof
element of the 90-minute book concept at work.
The last book that I did like this was a book
called The Self-Milking Cow. And in that book, I
outlined this idea that there are 2 types of people:
there are cows and there are farmers. Cows being the
idea people, the entrepreneurs, the creators, the
people who want to get their ideas out into the world,
I call it kind of like a cash cow world, and the only
thing that stands in their way is setting up a process
that lets some helpful farmers help them with the
process. Its very difficult for cows to milk
themselves, because they need opposable thumbs. Its
painful and frustrating if youre trying to be a self-
milking cow.
But most of them have no problem with
getting the ideas out there. Theyre ready to talk at
length and in detail about their concept and about
32

their format, or whatever it is that they have to offer

their information.
So, if you could helpfully get them on a
racetrack to keep it all on-track, with an outline that
has kind of a beginning, a middle and an end, and kind
of help break down the process or the context of the
information that they have, and then spend 60
minutes with them recording that process, and then
have everything else done for them, this is like me, as
a happy cow, spreading the word about my farmers
that are ready and able to help me get my ideas, my
mind milk out into the world, so I can just spend this
time getting this out there and then move on to the
next book. And now, setting up a process so that
people can get their own 90-minute book.
Thats what were got now set up in place to
introduce this service to anybody who wants to write
their very first book. Its a fantastic opportunity for
them.
Susan:

Just to clarify, Dean, someone thats interested in

doing their own 90-minute book, they literally would
do the outline and the call, but all those other things
you mentioned, the transcription, the formatting, the
cover designs, your team or people that you work
with handle all of the details on that. They dont have
to do anything, except the call.

Dean:

Absolutely. And thats the farm work. Thats the

work that requires opposable thumbs. Thats the
technical thing that most people get blocked with,
because even if they can get past the concept of Well,
I could see myself doing this book, but then, How do
I format it? Where did you get them printed? How do
33

I get set up on that? How do you design the cover?

Can I do that in Publisher? How do I do that? Do I
need a designer? Where did you get that transcribed?
How can I get that all put together?
There are so many how questions that people
have. What Ive really discovered is that the best
question that cows can ask is not, How do I do
something? The best question is, Who can do
something? Its always better to go from, What do I
want? Thats all they need to focus on is, What do I
want to say? What do I want to share? Whats the
name of my book? Whats the information that I have
to share? And then, ask the question, Who can do
that for me? Who can get that out into the world,
rather than how do I get that out there?
Its just so much faster when you have the
right who. And everybody loves to have something
that is just easy. And now, I feel, after a year of doing
these, I just feel empowered. I think weve done 28
books in the last year, using this process. And having
now the capability that anytime I want, I can spend 30
minutes to outline a book, do a 60-minute interview
with it, and have it be done, have the rest of it
completely done, thats an incredible capability.
Susan:

This is life-changing for a lot of business owners that

are so stuck. We are so stuck with this, with these
ideas in our head that we dont know how to get out
into the world. Its brilliant.

Dean:

Im very excited about it. So, weve registered

90MinuteBooks.com as the home for doing this
process for people, and I have a whole course. As you
know, years ago, I created a course called How To
34

Write, Publish And Sell A Moneymaking Book. So,

Ive got all of the training materials there that will
help people understand the concept of how to do an
outline, how to pick great titles, why kinds of books
are most compelling, all of that stuff.
So, anybody who goes through that process,
thats where it will start. And then, have a 30-minute
conversation to get the outline together, and then do a
60-minute interview, and theyre done. Their whole
book could be completed and delivered to them
without them having to use their opposable thumbs at
all. No opposable thumbs required. For cows only.
Susan:

The cows of the world thank you, Dean.

Dean:

Thats exactly it. But I cant wait to see what comes of

this, and to see all of the books that were able to get
out into the world using this process.
This has been fantastic. Weve spent just over
an hour, right now, going through that whole concept.
I think this is a perfect example of how this process
works. Im going to even include, in the book, I took a
screen cap yesterday of the text exchange that you
and I had when literally I had the idea that I wanted to
do this book. I just texted you, and we set it up to do
the 30-minute conversation yesterday and the time
for this one today. And literally, thats it. Thats my
entire involvement in this. And here we have a 90-
minute book that is living proof of the 90-minute book
process working.

Susan:

Very exciting. Very exciting, Dean.

35

Dean:

Cool. Thank you so much for helping, Susan. I think its

going to be a very exciting process for us to work with
all kinds of people, getting their books out into the
world.

Susan:

Absolutely. A service that is very needed. So, thank

you.

Dean:

Awesome.

36

Heres How To Get Your First Book

Outlined, Written and Published in Just
90-minutes...

You already know what your book is going to be about.
Youve spent years thinking about it, and developing your
specialized knowledge. The time consuming part is to get
whats in your head out on paper where it can start
spreading your idea.

Thats where we come in. We help people just like you get
your first book outlined, written and published as a
paperback in as little as 90 minutes.

Step 1: We spend 30 minutes outlining and developing
your chapters, titles, headlines, and the questions that your
book will answer to fully express your idea.

Step 2: We record a 60 minute podcast-style audio
interview where you get to talk about your ideas in a
comfortable format where we can draw out your best
thinking and fully address your topic.

Step 3: We take it from here and get a transcript of your

interview, create a killer cover and format for your book,
set it up on Amazons CreateSpace platform and get your
first copy of your book in your hands in as little as 10 days.

Most people think it takes months of hard work and hours
of writing in solitude to create a book.


Now you can get your book outlined, written and out in the
world in as little as 90 minutes.

If youd like us to help, just send an email to:
[email protected] and well take it from there.

37