Leveraging Free Books to Drive Client Engagement with Chris Larsen

Josh (00:00:02) - All right, everybody, we got five minutes on the clock. What is your name and what is your podcast show?

Chris (00:00:08) - Josh, my name is Chris Larson. With Next Level Income. Our podcast is the Next Level Income Show. You can check it out. Next level income comm.

Josh (00:00:16) - Yeah. Super awesome. Now you and I have had many conversations about media and about books and about funnels and such like that. You have a loss leading funnel. Why don't you talk to us about it and talk to us about the strategies of how you use it, in cooperation with your podcast?

Chris (00:00:31) - Yeah. So what you'll find is if you if you hear me on a podcast, if you listen to our podcast, my goal is for you to check out our website, but really get a copy of our book. And our book is next level income. And it surprises a lot of people to learn that we give it away for free. And, you know, people are like, why do you spend all this money? Chris? My wife was like, you spent like, what, eight, you know, five figures sending out free books.

Chris (00:00:56) - And the thing is, we have a lot of free material on our website. Our goal is to help people achieve financial independence through education and opportunities. So we also have investment opportunities. But the book yeah, it talks a little bit about my life. It talks about the loss that I faced earlier on losing my father, losing my my best friend. It talks about our strategy in real estate that you and I have talked about. Josh value add in the multifamily space. Um, and it's it's a short book. It's 50 pages. It's 100 as it's printed. Um, but if you go on our website and you click on the book link and you put your address in, my assistant will send you out a copy today and you get that copy all in. It costs us about $7 to get that book out the door.

Josh (00:01:39) - Yeah. So it's so great because I have so many people who I've interviewed over the years who are authors, and they're like, how do I sell more books? How do I sell more books? Yeah.

Josh (00:01:47) - And I tell them, give it away. And they're like, whoa, we can't afford to do that. You take the approach. You can't afford not to do that. It became a part of your model where you're giving away five figures worth of books. What? Talk to us about the fruits that it produce. And also a time savings, a cost savings.

Chris (00:02:06) - Yeah. So there's really three ways you can look at a book, in my opinion. Josh, you can say, hey, I'm going to be a best selling author and I'm going to make money being an author. Now, most people that set out to write a book, they're not going to be a bestselling author like J.K. Rowling's or Stephen King or somebody like that. If you have a business and you're looking to write a book, I really think you should kind of set that aside. It's kind of like icing on the cake if you make any money. And yeah, we sell some copies of our book and that's great, you know.

Chris (00:02:31) - But I'm not I'm not replacing my income with book sales. Um, so the book is designed for listeners or potential investors to see, hey, is this is our business? Is our strategy a good fit? Also what I what was really interesting to me, Josh, is people that knew me for years, some some of my really good friends that I've known since, say, college. They didn't know me when I was younger. They read my book and they're like, whoa, I didn't realize this about you. I didn't realize, you know, this happened to you when you were younger. I didn't realize, um, you know, you didn't really want to be an engineer. Even though I have an engineering degree. You want to be a professional cyclist, you know? So it's it it really provided a lot of insight to people. It's kind of like when you're when you find out your wife's pregnant and you tell everybody, and then you don't tell people for a while and then they're like, wait, you guys are pregnant.

Chris (00:03:19) - This is crazy. You know, it's kind of the same thing during phases of your life. So yeah, the there's that funnel of potential clients. And look, about 25% of the people that get our book go on to do discovery calls to learn about our investments. And about 20% of those end up becoming investors. So that's a good conversion rate. But let's talk about the last bucket that you alluded to, Josh, which is people that get my book and never book a call and never, never come to talk to our company. Well, one, if you get a copy of our book and you learn something from it and it helps you on your path to financial independence, even if you don't work with us, to me, that's a win, because that's that's part of our mission. But think about it this way if you book a call to learn more about our company and it takes a half an hour of my team's time, you know that half an hour of my team's time is going to cost somewhere, you know, at a minimum of like, say, $20, okay, a minimum of 20 bucks.

Chris (00:04:16) - I would say if it's my time, it's probably, you know, a multiple of that maybe ten times that amount. So the way I see it, Josh, is if you are listening and you say, hey, this is great, I'm going to get a copy of Chris's book. It costs me Chris Larson seven bucks, and it saves me a half an hour of my time because you say, hey, I'm not a good fit. That's also a win as well. And I think a lot of people don't look at that aspect of it.

Josh (00:04:39) - Yeah, I think it's brilliant. So for people listening in who want to learn from you, but also maybe look at opportunities with you, what's a good place for them to start that journey?

Chris (00:04:49) - Yeah. If you want to see the funnel in action, go to Next Level Income Comm. Again, click on the book link. You can get a free copy of our book. If you want to learn about our investments, click on the invest link at Next Level Income Comm call.

Josh (00:05:00) - All in under five minutes or less. Thanks for listening in. To podcast host Ami. See you on the next one.