The Book
The Concept
We will be sending a book to each prospect which appears to have been written by them in the future. It is a hardback book and the cover is fully personalized to each prospect. All of the pages within the book are blank, with the exception of the first page which has a CTA explaining that they need to get started on solving this problem before the book goes to print.
Important Points To Consider
- The prospect is the hero of the story. We are aiming to feed their ego, so the copy should all about how they are the genius (you just helped them along the way). A common mistake here is the people will talk too much about their own solution.
- Pay attention to character limits, especially if you are using {variables}, as the variable columns will be inconsistent in their character lengths.
Submitting Your Final Copy
We recommend that you write a draft on a regular Doc following the guidelines below, and then when it is 100% confirmed, please submit it on the below Typeform:
COMPLETE TYPEFORM HERE
Please do not do draft work on the Typeform as this is the only area we will look when we are moving to the design and production stage.
Section By Section Guidelines
Please pay attention to character limits in each section as the Typeform will enforce these limits as you enter the final copy.
Book Title
This should be one word only, between 4-8 characters.
Examples: SCALED, HIRED, GROWTH, INSIGHTS
Book Subtitle
This should be 2-5 words, between 20-30 characters in total (before using the {COMPANY} variable).
We recommend that you do use the {COMPANY} variable here as it is a prominent place to use this personalization on the front cover, but please be conscious that these {COMPANY} variables will not be consistent in their character counts, i.e. if you have a long subtitle and then a long company name, it might not fit.
When using the {COMPANY} variable, we highly recommend that you do not use it in a possessive form with an apostrophe and s after it, i.e. {COMPANY}'s, as you will run into some grammatical issues with certain company names, for example American Airlines would then show as American Airlines's.
Good Example: Doing The Impossible At {COMPANY}
Bad Example: Innovation Driving {COMPANY}'s Future
Synopsis Title
This should be 6-9 words, between 40-60 characters in total.
This is an extremely high level overview of what the book is about, and it is best if it references the problem that you solve.
Example: A revolutionary approach to scaling new business.
Synopsis
This should be 4-5 separate sentences, 100-150 words with a hard limit of 900 characters.
The area where the synopsis goes is quite narrow, so each sentence will be it's own paragraph and each will have a line break between them. We recommend that you keep each sentence relatively short, as when they are long it will appear as one block of text.
We recommend that you use this Synopsis section to tell the story of the problem that you solve, but to position it in such a way that the prospect has solved it. They are the central character and must be the hero of the story.
Example:
Back in 2025, {FIRST NAME} {LAST NAME} was on a mission to grow net new business at {COMPANY}.
Everything had been going great, but as they began to face a decline in results from their traditional lead generation channels, {FIRST NAME} knew that there had to be a better way of getting the attention of their Tier 1 accounts.
It wasn’t until a chance meeting with experiential outbound agency, Leadable, that {FIRST NAME} had a eureka moment and saw the future of their ABM strategy at {COMPANY}.
By creating wow experiences via creative direct mail campaigns, {FIRST NAME} was able to get the attention of prospective buyers at scale without having to add further headcount to their sales and marketing function.
This book shares {FIRST NAME}'s journey and how {COMPANY} used Leadable to stand out from the crowd, elevating them to new heights and ultimately reaching their ambitious growth goals.
Publish Date
We use the date 5 December 2029 at Leadable, but you can choose any year you like. We recommend that you use 5 December 2027 at the earliest (so that you clearly give off the 'book from the future' impression).
Author Bio
This should be 2-3 separate sentences, 60-100 words with a hard limit of 600 characters, and similar to the synopsis, each sentence will be it's own paragraph.
Example:
Aside from being the author of this multi award-winning bestseller, which has inspired countless growing companies with their Go To Market efforts, {FIRST NAME} {LAST NAME} is an expert when it comes to scaling.
Under {FIRST NAME}'s leadership, {COMPANY} revolutionised the role that creative direct mail could play in new business growth throughout the mid-to-late 2020s and they are now widely regarded as the leader in their space.
For the past three consecutive years, {FIRST NAME} has been recognized by Modern Marketer in their "Top 10 to Watch," securing the top spot on the list in 2029.
Your Logo In White (PNG)
Please upload your company logo into the Typeform, all in white, in PNG format, with a file size of 10mb or less. We need this logo in white as it will appear on a dark background (beneath the Author Bio).
If you have multiple versions of your logo, a horizontal one will fit the space better.
Praise For
These are the quotes / reviews on the rear cover. Some notes:
- We need 5-6 of these in total, and we recommend that you have them at varying lengths, so the design looks natural. Please give the copy, along with the publication name, or the person giving the comment, for each one.
- We do not use custom variables in this section, so please keep all of the copy templated.
- To avoid any legal concerns, we recommend that you use fake publication names instead of real ones.
- We recommend that you use the name of your CEO for one of them, and use that particular quote to heap praise on the prospect - feigning humility that it was all down to them :)
- We recommend a mix of realistic reviews and fun ones.
Examples:
"An exhilarating tale of ambition and go-to-market mastery - this story is one of triumph and innovation."
- Modern Marketer
"This book shows us that true success is the result of relentless passion, smart partnerships and bold moves. The decision to bring Leadable into their sales and marketing strategy was inspired."
- Innovation Magazine
"When it comes to outbound, I prefer to just keep adding SDR headcount and burn through my TAM with automated sequences, but I will reluctantly admit that there are some good ideas in this book."
- Chad Walker, Lobbyist at Big Outbound Tech
"Finally, someone decided to set a pipeline generation team up for success."
- Overheard At Every Sales Conference
"This partnership was golden from the moment we kicked off in 2025. The past five years have been success after success. I'd love to take the credit for this, but it's all down to our esteemed author!"
- Barry Moroney, CEO at Leadable
"Some of the experiential outbound campaigns outlined in this book are genius.”
- AdSphere
"Who could have foreseen that human input was going to be needed when building new relationships. This book made me feel almost human."
- Some Random AI SDR
The 'Handwritten' Note & CTA
What To Write
This should be 50-80 words with a hard limit of 400 characters. Some notes:
- We do not use custom variables in this section, so please keep all of the copy templated.
- We recommend using the first sentence to make it clear that this is a book from the future.
- We recommend using the second sentence to talk about the problem you solve at a very high level.
- We recommend using the third sentence to talk about your solution at a very high level.
- We recommend using the final sentence as a call-to-action. Best practice is to have both an email address and a QR code, as there will be lots of recipients who do not want to scan an unknown QR code for security concerns.
Example:
This book will be going to print in 2029, so we need to get started ASAP!
Seriously though…
Trying to get the attention of senior prospects on traditional channels like email, calling and LinkedIn has become very difficult.
We have a creative direct mail solution which ensures prospects can’t ignore you.
Either scan the QR below or email {EMAIL ADDRESS} for more info:
{QR CODE IMAGE}
The QR Code
If you decide to use a QR code as part of your CTA, there are a few options.
Standard (Untracked)
We can create a QR code for you and link it to a landing page of your choosing (normally your website homepage).
You can create a QR code and do this yourself, you will just need to share the image file of the QR code.
Advanced (Tracked)
You can use a platform like Hovercode to create a unique QR code for every contact. This will allow you to have tracking so that you know when an individual has scanned it. Some notes on this:
- There is a cost associated with setting up a Hovercode account (you will be doing this with your own Hovercode account).
- If you are using this, it is essential that you create a custom domain within Hovercode. If you do not set this up, the URL which appears when a person scans the code is a generic one and it looks like spam. It is not difficult to set this up, but someone from your IT team with access to your DNS records will be needed to do it.
- It is worth keeping in mind that the vast majority of prospects will not scan an unknown QR code because of security concerns, so the data that you will get here will not paint the full picture.
