Do eBooks Right

Right now eBooks might be thought of as being old fashioned, but in the mortgage industry they can have a profound impact. In the article “How To Design An eBook That Entices Downloads” by Rob Steffens, he says that people believe “text is dead,” it couldn’t be further from the truth. In fact, research has shown longer content pieces are most likely to score higher in search.

An eBook isn’t like any other blog post, however. It covers a topic in depth, building readers’ trust in your expertise. Ideally, it also arms them with insights they can make use of right away.

Featured Sponsors:


When creating an eBook you can’t just place it haphazardly into any old template. A larger sheer volume of text means designing your eBook the right way is essential.

Let’s consider how to design an eBook that gets more people to download and read!

Featured Sponsors:


1.) Create A Complete Cover

You can’t judge a book by its cover, but you can download one by it!

For decades, a beautiful and professional book cover has been a mark of quality. Your cover should convey the unique value of your eBook and how you’re positioned to provide it.

Featured Sponsors:


There are several ways to make your cover more enticing:

>>Create a 3D rendering of your cover that makes it resemble a physical book.

>>Use a high-res, full-size image that combines text and graphical elements.

Featured Sponsors:


>>Link your cover directly to your eBook preview to get people excited.

2.) Give Your Reader A Taste of What They’ll Get

A preview will make your eBook much more enticing. Your preview should live on the eBook landing page and draw on its finalized text and layout so it’s completely accurate.

Like your cover, your preview helps make the eBook more real. When people know what they’re getting, they are much more likely to trade the privacy of their email.

Here’s how to structure your eBook preview:

>>Provide the table of contents so readers can see the whole scope of your work.

>>Give access to a few pages of the work in a magazine-style “flipbook” format.

>>Show a grid of the infographics, tables, and charts readers will have access to.

3.) Make Your eBook Easy To Read

No matter what file format you use for your eBook, there are some basic things to keep in mind:

>>Typography should be clear – consider using double-spaced text for easier reading.

>>Subtle, branded colors win the day. With B2B eBook projects, a clean look is best.

>>Include page numbers and chapter names on each page to speed up navigation.

>>Use design elements like callout boxes and widgets to guide reader attention.

>>Start chapters with quick content previews and end them with summaries.

>>Use masthead graphics to define and separate each chapter of your eBook.

4.) Use Visuals To Your Advantage

When you’re thinking about how to design an eBook, it’s crucial to remember this: It gives you a huge canvas for visual creativity. You can – and should – integrate photos, illustrations, icons, and data-driven infographics to get your point across. This makes your eBook a page turner.

There are three steps:

Decide on the Overall Look of Your eBook.

Every choice you make in how to design an eBook should reflect your unique brand. Graphics can convey your story in a way people grasp at a glance. Don’t constrain yourself to stock photos: Consider illustrations or in-house photography for a more candid flavor.

Use Graphics to Make Text Accessible.

One of the most valuable roles of graphics is to make text friendlier. The flow of graphics helps direct the reader’s attention: For example, if you put an arrow on a page, your reader’s eye will follow it. Graphics can frame a page, emphasizing key points along the way.

Underline Your Point with Visuals.

If your eBook makes data-backed claims, present that data with graphics. A good infographic is much more memorable – and for many readers, much more believable – than raw statistics. That highlights the credibility your eBook should always aim to establish.

5.) End on A High Note

Just like any other piece of content, your eBook has a specific job to do. It doesn’t just raise awareness of your brand or portfolio: It drives readers toward a specific conversion.

What conversion action do you want your readers to take?

Once you have that answer – dictated by buyer persona and buyer journey stage – your eBook should compel action with an enticing incentive. Give your readers something for sticking with your eBook and they’ll feel like insiders, ready to take the next step with your brand.

When it comes to how to design an eBook, the basics are simple: Bring words and images together in convenient, useful ways that adds value. With these tips in mind, you can’t go wrong.

About The Author

The Video Craze

As companies in our space look to differentiate, video marketing should not be ignored. In the article “How To Write A Script For Video In 3 Steps: Video Marketing 101”by TJ McCue it is reported that HubSpot, the inbound marketing and sales platform, conducted research around video content that found 54 percent of respondents (your potential customers) wanted to see video from brands they support.

Featured Sponsors:


A late 2017 research report revealed types of content that consumers also wanted to see, in order:

>>Email newsletters (number two on the list)

>>Social images

>>Social video

>>Blog articles were almost last at 18 percent

>>PDF content (ouch, last on the list)

Most of the above often will contain embedded videos or links to videos. Video works as a marketing strategy and tactic. Of course, this is not news to just about anyone in business or in marketing. I have done my fair share of creating videos for projects and written about its value as a marketing strategy. Video marketing is great, it is powerful, and it is at the top of most marketers’ task list, for at least the last few years in a row. 

Featured Sponsors:


New video marketing and editing platforms have made it simple to create excellent videos in a fraction of the time it used to take with more traditional tools. Video is simply popping up as the method by which almost every marketer and entrepreneur and brand is leveraging or, at least, testing.

Featured Sponsors:


A friend of mine used to read statistics or facts like the ones above and then ask: “That’s great, but just how do you do it, exactly?” Well, let’s get to it. For the record, just because there are only three steps listed here does not mean it will be fast or easy to complete them. Also, I share some additional downloads at the end of this post.

Featured Sponsors:


Video Script Step 1:

Start with a brief summary of what you want to accomplish. Is the goal to get people to buy your product, or download a special report, or head over and read your blog post? Once you have your goal, go to step two.

Video Script Step 2:

Okay, so this one is the heavy lifting step. You want to script every word that you will say on the video. Do not worry – this does not mean you cannot go off-script later, during the recording phase, but it does mean you put every single word down on paper so that you can read it out loud in step three. By writing every word down, you get an idea of how easy it is to talk too much. But this is not the time for editing, just write. Write as if you are speaking to a friend; one who is going to buy your product or service.

Video Script Step 3:

Read it out loud with a timer as if you are recording. You may want to do this dry run step several times and it is here that you can start editing your script, adding visual directions as you realize actions or points you want to make. I have followed these steps (mostly more but sometimes less) each time I have to create a video. This process can be short and sweet for most marketing videos. If you are creating a long video, it is likely to be far more involved.

Now get started on your video.

About The Author

Value Your Data

We have heard industry veterans like Roger Gudobba and others say, “It’s all about the data.” The phrase has become so overused that it almost means nothing anymore. However, lenders and vendors alike should listen to this sound advice. Roger was talking about how data can improve the mortgage lending process, and that’s true, but I’m here to say to you that data can improve your marketing process, as well.

Featured Sponsors:


In a White Paper entitled “Put Data First: Why Data Quality in CRM and Marketing Automation are Top Priority” written by RingLead, the author states that whatever your situation may be, you will quickly realize that it all comes back to data, because data is the real value in your CRM and marketing automation platform.

We don’t mean to trivialize the importance of workflows, automated processes and drip nurturing campaigns that these systems offer. These features are one of the primary reasons that organizations invest so much time and money into their implementation and ongoing administration and improvement, but many are rendered utterly useless when they come into contact with dirty data.

Featured Sponsors:

Dirty data has a way of silently infiltrating your organization, creating frustration, inefficiency, and loss of confidence (eg. dismal user adoption) in the systems themselves. It can affect each department and group of stakeholders in a very different way, but unless there is a “State of Our Data” address, the problem is not brought to the forefront of the organization’s collective psyche.

One of the key requirements of a customer and prospect database is to easily segment the records, allowing your organization to interact with one set of contacts differently from others. This can be easy if you have a strict set of values for each field and the input is controlled at the insertion point.

A common requirement is segmentation by job title, but there are simply too many variations on an individual’s job title to try to account for each with a picklist value, so the standard method of insertion is via a regular text field. This creates a pretty big problem for segmentation.

Featured Sponsors:

According to a 2013 Experian QAS survey, 94 percent of businesses believe there is some level of inaccuracy within their CRM systems. When you think about the time, money and focus that is put into CRM, an allowance for inaccurate and useless data is mind boggling.

Think about the time that your organization is wasting sifting through inaccurate or worse, completely useless, data. Inaccurate data leads to:

>>Wasted sales efforts on useless bits of information stored in CRM, leading to discontent and potential abandonment of the CRM system (ie. decreased user adoption)

>>Longer wait times for support while reps are forced to piece together information while on the phone with a customer, leading to decreased customer satisfaction

At Sirius Summit 2013, Jim Ninivaggi, Service Director of Sales Enablement Strategies at Sirius Decisions cited a study that found roughly 30% of an enterprise salesperson’s time is spent doing research on the Internet. If you think about that in the context of an 8 am – 6 pm workday, that means that 35 days per year are spent doing research.

In Data Driven: Profiting from Your Most Important Business Asset, Thomas C. Redman sums up the advantages of data completeness as “A moat around our business [that] gives us a unique competitive advantage.” Nowhere is this more evident than the aspect of data completeness.

Duplicate records in CRM and marketing automation platforms are a familiar aspect of bad data. The errors and frustration that duplicates cause can be felt across most departments at almost every level.

Reports are skewed, the wrong messages are being sent, and quarrels are created over one record that somehow made it into the system twice and was distributed to two different sales reps.

How are duplicate records created? Today’s CRM and marketing automation platforms come equipped with very basic duplicate identification, which is, in almost every case, based on a scan for an exact-match email address.

Many modern, technology-enabled organizations are using more than one software platform to manage their customer and prospect data. It is crucial to keep your data in sync across your email, ERP systems, CRM, marketing automation platform, and more. If your data quality plan is limited to one platform, you’re only solving part of the problem.

It’s important to remember that dirty data can be a big problem, but can be easily solved. Analyze the problem and try to hone in on the areas that are causing the most pain. Then get in touch with a team that has experience in resolving these types of issues.

For example, NexLevel Advisors is focused on companies that are looking to take their business to the next level. NexLevel Advisors assists you in elevating your results. Creating new opportunities, executable strategies, and delivering results creates an environment that promotes continual growth and business value for your company.

We add value through strategic advice specific to your company. Our team has years of experience and have been in your situation and position. These individuals possess in-depth knowledge of your complex product and service offerings, the nuances of your market segment, and the challenges of your product roadmap and lifecycle. We deliver customized differentiation in the marketplace for your organization while producing measurable results.

What this means for your business is that you get customized programs from accomplished executives who offer proven results-oriented solutions specifically created to take your organization to the next level, quicker and more strategically than you could on your own.

NexLevel’s experience has covered multiple industries including: Financial Services, Healthcare, Legal Services and Insurance in delivering marketplace results, with extensive expertise in complex technology oriented products and services. Our customized solutions help you to sell more, more frequently, to more people by clearly establishing your specific value propositions. This is where real world experience, strategy and execution deliver measurable results for your organization.

For over 20 years the advisors of NexLevel have been leading and creating market leaders in business, delivering success after success in taking companies to the next level in revenues and profitability. This vast expertise comes from real world experience in running companies, building organizations and holding the following positions of leadership: CEO, CMO, VP Business Strategy, and Director of Sales & Marketing. Our experience makes the difference in your business.

If your CRM reporting seems “off”, if your marketing campaigns are less than impressive, if your sales team is underperforming, then this is your system flashing the Check Engine light. More often than not, dirty data is the root cause.

About The Author

Take Your Business To The Next Level

In the beginning, entrepreneurs tend to focus deeply on just launching the business. But what happens when the launch and the subsequent water-treading and breath-holding period starts to subside? In the article “Ready to Scale Your Small Business? Do These 5 Things” written by Emily Richett, here’s what she suggests:

Build A Vision Your Team Shares

While scaling a business of any size takes strategic planning and focus, going from solopreneur status to a true team is a serious leap. Andrew Dymski co-founded the digital agency GuavaBox in his college dorm room. Fast forward to today, and he’s got a powerhouse global team making things happen around the world. His advice? “Spend time building out the vision for what you’re trying to build.” And that’s easier said than done–entrepreneurs notoriously, “keep their noses to the grindstone and never look up,” he adds.

Featured Sponsors:


It’s an essential exercise especially during the all-important shift from one to more than one. “When you start scaling your team, you need to have a clear mission that others can get excited about.” And, as Andrew reiterates, that impacts you, too–not just your team. “Taking the time to focus on your vision can help you build the company of your dreams,” he says, “not just build out another job. You don’t want to finally lift your head up in 10 years and wonder why you wasted your time and energy hustling to build a business you don’t even like.”

Be Endlessly Data-Driven

When you’re scaling your small business, it’s essential to measure and analyze everything.

“When our digital agency went through its first growth phase in 2014, our client base grew 200% in less than three months,” says Lauren Davenport, CEO of the Symphony Agency. Like Andrew, Lauren launched her company in college. Now, she leads a team of 20. “We needed help–and we needed it now.” Their solution? They immediately wrote up job descriptions and brought in seven new team members, seemingly overnight. The only problem? They did it without any sort of hiring framework in place. And that was a problem.

Featured Sponsors:

“We didn’t dig into the nitty gritty of capacity planning and profit margins,” she recalls. “Hiring more people solves all problems, right? Wrong.” In this case, bringing on new hires had the opposite impact–the quality of their product suffered big time. “I had the pleasure of learning the age old lesson of ‘be slow to hire and quick to fire,” says Lauren. “It wasn’t fun.”

The good news? “You can easily avoid this mistake,” she says. For starters, figure out your company’s key performance indicators that, specifically, drive growth and cash flow. And once you do, “measure them like crazy, and you’ll avoid the pitfalls that we learned the hard way.”

Get to Really Know Your Audience

Scaling periods are critical times to focus on who’s buying your products or services. By gaining clarity of who your audience is and where your business is going, “your employees will make decisions based on what is better for the business rather than themselves,” explains Jason Swenk, an agency growth coach and mentor.

Featured Sponsors:

During his career, Jason successfully built and sold a digital agency and now he coaches other agency owners. “You need to drill down into a niche a couple levels where you completely understand your clients’ biggest challenge and what they want,” Jason says.

Don’t Be Afraid to Say No

When you first launch your business, it’s easy to fall into a ‘yes’ pattern, that is, saying yes to every client, every consumer and every opportunity that comes your way. It makes sense, beggars can’t be choosers, right? While no one’s advocating taking on clients who are going to endlessly drain your time and talent, entrepreneurs tend to be a little more lenient in selecting clients in those early days.

But, as your business begins to scale, that approach might actually hold you back. “At the end of the day,” says Andrew, “the clients that pay you the most money will bring the least headaches. The clients that pay you the least amount of money will bring the most headaches.” His advice? “When in doubt, charge more.”

Be Accountable

Most entrepreneurs, especially freelancers and consultants, “aren’t accustomed to being their own boss,” Lauren says. “It sounds like it should be fun, but holding yourself accountable can be difficult.” While accountability is always important, it’s particularly critical as you’re scaling. Lauren experienced this one first-hand. “When I hired my first business coach,” she recalls, “I couldn’t afford it, but I scraped up pennies and did it anyway.” And guess what? “It was worth it.”

About The Author

Capitalize On Your Content

In an article that I just read from Marissa Lyman of Marketo, she talks about “Four Things Smart Marketers Do With Press Coverage”. The same can be said about great marketing content.

Featured Sponsors:


“A member of your public relations team just secured a killer placement for your company. Congratulations! This is big news—pun intended! This article has it all—corporate messaging pull-through, a nice quote from your executive, complimentary language about your organization—it’s a win all the way around. You’ve passed it around internally and everyone has replied all with comments like “very cool” and “great hit.”

Featured Sponsors:

You’re done, right? That’s the extent of the value that this coverage will bring to your org.


If you think the press coverage is a one-and-done type of deal, think again! There are lots of things that you can do with a press hit to make it go the extra mile for your brand. You can (and should) take all that free publicity and make it work for you. Here’s how:

Featured Sponsors:

Socialize It

Post that article to your social followers! Sharing stories like this over company accounts is a nice break from traditional corporate announcements and shows validation for your brand by third-party sources. Even though press coverage isn’t an endorsement, sharing articles where your company is reported on externally adds legitimacy to your narrative. That’s because studies show that earned media is considered the most trustworthy form of marketing.

And of course, if you have an executive quoted in the piece or maybe a partner or customer featured in the article, make sure all of them are tagged to give them some extra love, like greater exposure and even more follows.

Incentivize It

There are lots of tools available now to incentivize employees and brand advocates to share news like this via their social channels. Doing so allows them to spread the word to their social networks for additional reach. The benefits of using platforms like GaggleAMP or Influitive is the element of gamification, which entices employees more than an email that just says, “please share.” It’s easy to set up a rewards program (Swag! Giftcards! Money! Oh my!) through these tools, further incentivizing your coworkers for their efforts.

Put Some Paid On It

I said that to the tune of “I got five on it,” by Luniz (if you don’t know that reference, please look it up). Just because you got the hit for free doesn’t mean that you can’t give it an extra “boost.” Putting paid promotion behind the post on any social network or via a content distributor ensures that more eyeballs— especially more of the right eyeballs—will reach the article.

Much is given to a company’s website—pricing pages, product specs, customer testimonials, C-suite bios!—but I urge you to consider the page where I spend most my time: the press room. Your press room should not only include staples like your company’s most recent boilerplate and announcements (maybe even a link to your corporate blog, if you’re feeling fancy), but it should also include recent mentions of your organization in the news. It’s one thing for people to see what you’re saying about yourself when they look at this page. It’s an entirely other thing for them to see the nice things other people are saying about you”.

At the end of the day getting press coverage or creating awesome marketing content alone doesn’t ensure the results your looking for. It is critical to share the content through as many channels as possible. Looking to attract more borrowers? Maybe it is time to share more.

About The Author

Being A Trusted Advisor


Mortgage is a service business. We are looking to serve our clients the best way we can. In order to do that, you have to be able to ask the right questions and get the right answers from our employees.

Featured Sponsors:


In the article entitled “The Questions Good Coaches Ask” by Amy Su, she says that in the HBR Guide to Coaching Employees, executive coach Ed Batista defines coaching as a style of management characterized by asking questions. With those questions you can move away from command-and-control leadership to a dynamic in which your direct report grows through self-reflection.

Featured Sponsors:

Asking the right coaching questions means the difference between a one-way interrogation and a dynamic learning session. Good coaching questions give someone who’s busy and competent the space in which to step back and examine herself. The right question can stop her in her tracks as she finally sees her own actions from a different perspective or envisions a new solution to an old problem. She may indeed learn to question herself so that next time she can catch herself in the act and change her actions in the moment.

Featured Sponsors:

Begin by planning out what you’ll ask and get yourself into the right mindset before the coaching session begins.

While there are a lot of coaching questions you can’t directly prepare for ahead of time, many of the ones you’ll ask in the first session are fairly standard, so take time to consider them beforehand.

First think about what you need to know to help your direct report. Your questions in this session will not only help you understand her situation but also can help you to identify her:

>> Current developmental level and goals (what she is ready for, what she can handle, what’s the next step in her journey)

>> Skill level against leadership competencies and behaviors

>> Preferences (e.g. how she processes information or makes decisions – Meyers-Briggs-type categorization)

>> Motivations and values

>> Habits and structures that might be holding her back

Then think about how you’ll ask your questions. To give your direct report the space to reflect and respond effectively, they should be phrased as open-ended queries. It can be helpful to think about the first word: open-ended questions often begin with “what,” “how,” “who,” “where,” and “when.” (See the sidebar “Open-Ended Coaching Questions.”) Stay away from “why” – it can feel confrontational and judgmental. To get at the same thing, instead ask, “What was your intention with that?”

The most important thing to keep in mind while composing (and delivering) coaching questions is that you need to be genuinely curious about the answers. People can tell if you’re just asking a question because it’s what you’re “supposed” to do. And you won’t be able to get to that one question and that moment of self-discovery if you’re just going through the motions rather than authentically interested in your direct report, her situation, and her growth.

Being authentically curious can take practice and rewiring: you have to accept the idea that others may be as smart as you, and suspend (good!) habits like asserting a strong point of view. But it will help you both as you prepare for your session and in the moment.

Once you are in the coaching session, you will need to respond to your direct report’s comments with further questions. Think of these questions as creating a bridge between what she has said and what else you want to learn. This intuitive process at the heart of the coaching relationship can’t be scripted. Your own authentic curiosity in her and her development is invaluable in triggering your next question: it’s something that happens from the gut.

You can help your gut to be ready, though, by intentionally getting into the right frame of mind as the session begins. For example, I always find it incredibly difficult to walk into a coaching session immediately after facilitating training or delivering a key note address: there is a big shift that I need to do to go from having a strong presence in front of a large audience to having a more intimate presence of being quiet and hearing and reacting to the person in front of me.

Deliberately schedule your coaching sessions so that you’ll be able to get into that place of listening, and if you anticipate being frantic in the hour leading up to your session take a few minutes out to pause, take a few deep breaths, and get yourself physically centered. Pull up your notes from the last coaching meeting with this direct report to reconnect to the conversation as it stands now.

Once you understand your direct report’s point of view into a given situation, be careful not to let the session turn into venting or blaming others. Instead of asking questions that might reinforce the emotional charge she already feels, ask questions that open up possibilities she may not have considered yet.

For example, if your direct report has described an argument she had with another colleague, instead of saying things like, “I can’t believe that person would do that to you” or belaboring “how did that make you feel,” ask questions that pose a different perspective: “I hear how frustrated you are. What do you think is going on in his world that may have led to this behavior?” or “What does the business need the two of you to do? What would you need to see from this person to have a better relationship?”

Or if she’s frustrated at her own perceived lack of personal development: “You’ve had to come through many learning curves in your career. What has been your success cycle in the past?” Recognizing your coachee’s story but asking her to shift her thinking beyond it is one of the most important ways a question can open up new possibilities.

Once you’ve asked a set of questions that opens the dialogue and helps you to see things through her eyes, it’s your turn to share your perspective. And even that begins with a question: “Are you open to me sharing with you how I am seeing this? Could I offer you a different lens? A new approach?”

Bosses have a taller order than executive coaches when it comes to asking questions. Your direct reports will always be asking themselves whether they actually want you to see their weaknesses (real or perceived) and their personal opinions about professional colleagues and situations—this takes real trust. But that’s also what can make managers the most invaluable coaches: once you build that relationship over time, you have a much deeper ability to ask just the right question.

About The Author