Bonus: Authority Business Book Plan v2 (proposed)
PROPOSED: THE AUTHORITY BUSINESS - Book Plan v2 (referral-free pass) Status: PROPOSED for Trevor's review. Not approved. Do not overwrite v1. v1 left untouched at AUTHORITY-BUSINESS-Book-Plan-v1.md. TEST-her-book-plan.md untouched. Title locked by Trevor (Oct 20, 2026). Reason for this pass: Trevor rejected the subtitle phrasing "without chasing referrals" (Oct 22) and dropped referrals as the core problem (Oct 29). This file is an exact copy of v1 except the lines listed in the change log below.
CHANGE LOG (original → replacement) 1. Subtitle recommended ORIG: How Experts Get Clients to Come to Them Without Chasing Referrals NEW (pick one; recommended A): A) How Experts Get Clients to Come to Them · B) Package What You Know So the Right Clients Find You · C) Become the Expert Clients Find First 2. Subtitle other option (referral framing) ORIG: Stop Depending on Referrals and Become the Expert Clients Find First NEW: dropped; replaced by the three options above. Kept the non-referral option from v1 as option B's cousin in the "Other options" list only if it stayed non-referral: "Write the Book, Start the Conversations, and Let the Right Clients Find You" stays. 3. Description open (referral-as-core-problem) ORIG: You're good at what you do. Your clients say so. Most of them came from a referral. / And that's the problem. / Referrals are borrowed demand. They show up when someone else remembers you. When they slow down, so does your business, and you can't make them come faster. NEW: You're good at what you do. Your clients say so. Still, the right next clients don't find you on their own. / And that's the problem. / Borrowed demand shows up when someone else remembers you. When it slows down, so does your business, and you can't make it come faster. 4. Framework Diagnose line ORIG: Diagnose: referrals are borrowed demand. They cap you. (Proposed spine, a Hormozi-lens idea, not yet your words. [TREVOR TO CONFIRM]) NEW: Diagnose: borrowed demand caps you. Owned demand is the fix. (Proposed spine, a Hormozi-lens idea, not yet your words. [TREVOR TO CONFIRM]) 5. Detailed outline Ch 1 title/line ORIG: Ch 1 The Referral Ceiling: why good work stops bringing in enough clients, and why borrowed demand runs out NEW: Ch 1 The Demand Ceiling: why good work stops bringing in enough clients, and why borrowed demand runs out [TREVOR TO CONFIRM chapter name] 6. Inside-book magnet name option ORIG: Inside-book magnet: Referral Ceiling Scorecard or Epic Authority Scorecard [TREVOR TO CONFIRM name]. NEW: Inside-book magnet: Demand Ceiling Scorecard or Epic Authority Scorecard [TREVOR TO CONFIRM name]. 7. Test hook that framed referrals as the pain ORIG: "Referrals got you here. They won't get you to the next level." NEW: "Borrowed demand got you here. It won't get you to the next level." Nothing else in v1 was changed. No outside credit added.
DRAFT: THE AUTHORITY BUSINESS - Book Plan v2-PROPOSED (on Trevor's template) Status: PROPOSED for Trevor's review. Not approved. Title locked by Trevor (Oct 20, 2026). Template: Trevor's original book plan, "DRAFT - IMPACT Book Plan (from Oct 1 call) v1" (Google Doc 1YPDirxAgcFAwQ-349GTflNF0nXth88LIOIYQUJhUIvc), same sections in the same order. Inputs: AUTHORITY-BUSINESS-DRAFT-v1.md, Trevor's Epic Brain, IMPACT Book Plan, TC Mentor Hormozi notes (Oct 20). Built from AUTHORITY-BUSINESS-Book-Plan-v1.md with the referral-free pass above.
Title THE AUTHORITY BUSINESS
Subtitle Pick (recommended): How Experts Get Clients to Come to Them Other options: - Package What You Know So the Right Clients Find You - Become the Expert Clients Find First - Write the Book, Start the Conversations, and Let the Right Clients Find You [TREVOR TO CONFIRM which subtitle locks]
Book Description (summary) You're good at what you do. Your clients say so. Still, the right next clients don't find you on their own.
And that's the problem.
Borrowed demand shows up when someone else remembers you. When it slows down, so does your business, and you can't make it come faster.
Somebody told you the fix is to post every day and turn your life into content. You'd rather do the work you're great at.
There's another way. THE AUTHORITY BUSINESS shows you how to build owned demand: one clear result, packaged as your framework, carried by a book, a broadcast and real conversations. You don't need to become an influencer. You need to become the obvious choice.
Trevor Crane lost everything in a $2.2 million bankruptcy in 2009. He rebuilt by helping experts get their message out, and today he's a 20x bestselling author. [TREVOR TO CONFIRM: add "who has helped 1,000+ authors" only if confirmed]
The big idea: stop waiting for the phone to ring. Build the business that brings clients to you.
Table of Contents - Introduction: The Sweeperman Who Became the Author Guy - Part 1: Diagnose (the ceiling you can't see) - Part 2: Define (one result, one person) - Part 3: Package (your method is the product) - Part 4: Get Found (be there when they look) - Part 5: Convert (from reader to client) - Part 6: Last (built to outlast you) - Conclusion: Your First Authority Move
The Framework Diagnose → Define → Package → Get Found → Convert → Last - Diagnose: borrowed demand caps you. Owned demand is the fix. (Proposed spine, a Hormozi-lens idea, not yet your words. [TREVOR TO CONFIRM]) - Define: one result, for one person. The title of your book is the transformation. - Package: name your framework. Your method is the product, not your hours. - Get Found: Book x Broadcast x Bond. A book that proves you know, a broadcast that gets you heard, a bond that makes people trust you. Multiply, not add. - Convert: every piece of content ends in a conversation, not a like. - Last: build something that keeps helping people after you step back. - Force multiplier across all six: ideas in, execution out. AI and a small team do the heavy lifting. Supporting frameworks to weave in (not compete with the main frame): - Book x Broadcast x Bond - Profit Before You Publish ("Promote first. Profit first.") - Mission, Monetize, Market, Make Your Book - Idea → Impact → Influence → Income (the IMPACT bridge) - The Interview Economy - AWESOME checklist (from Instant Authority) - The 4 C's (Epic Interview Script) - Power Story / vulnerability builds credibility - "Build the team that builds your dream"
Detailed Outline Introduction: The Sweeperman Who Became the Author Guy - Why someone who lost everything is the right guide to a business that doesn't depend on luck, a feed or a phone call from a friend - Scuba guy, parasail guy, $2.2M bankruptcy in 2009, Sweeperman, coach, author man Part 1: Diagnose - Ch 1 The Demand Ceiling: why good work stops bringing in enough clients, and why borrowed demand runs out [TREVOR TO CONFIRM chapter name] - Ch 2 The Authority Business: a business built on the result you deliver and the book, broadcast and bond that carry it. The content serves the clients, not the ego. - Ch 3 Brilliant but Invisible: the people who most deserve to be heard are usually the worst at being heard Part 2: Define - Ch 4 Name the One Result You're Paid For: the one sentence that tells the right client you're for them - Ch 5 Pick Your Person: serve one kind of client so well they feel you wrote the book for them [TREVOR TO CONFIRM: the one person this book is for] - Ch 6 Your Screw-Ups Are Setups: find your authority in the stories that knocked you down (Power Story; lightning in week one [TREVOR TO CONFIRM: date and place]; bankruptcy) Part 3: Package - Ch 7 Name Your Framework: give what you know a name and steps, so clients can buy it and your team can deliver it (proof: Book x Broadcast x Bond, AWESOME, the 4 C's, Idea to Income) - Ch 8 Profit Before You Publish: create demand and get paid before you build Part 4: Get Found - Ch 9 Write the Book That Sends You Clients: the book isn't the product, it's the position it puts you in - Ch 10 Don't Get Media. Become It.: podcasts and interviews that turn into relationships and revenue (the Interview Economy) - Ch 11 Answer the Questions They're Already Asking: client questions become chapters, episodes and posts Part 5: Convert - Ch 12 Real, Raw and Relevant: every piece ends in a conversation (the 4 C's) - Ch 13 Build the Path From Reader to Client: book, then scorecard, then a free door, then the offer [TREVOR TO CONFIRM: free door = Epic AI Lab, Smart Starts or Profit Before You Publish workshop] - Ch 14 Prove It: client results with real names and numbers, with permission [TREVOR TO CONFIRM: Travis Perry, Bronkar Lee, Jess Todtfeld, Steve Napolitan are believed, not verified] - Ch 15 Ideas In, Execution Out: AI and a small team run the machine without you on camera every day Part 6: Last - Ch 16 From Business to Legacy: no one dies with their message inside them (the bridge to IMPACT) Conclusion: Your First Authority Move - One action this week, then the scorecard - Inside-book magnet: Demand Ceiling Scorecard or Epic Authority Scorecard [TREVOR TO CONFIRM name]. One ask per chapter end. No prices. Content and launch notes - Test hooks before lock, same format and CTA, judged on opt-ins and replies from coaches and consultants, not views. Hooks: "How experts get clients to come to them." / "Borrowed demand got you here. It won't get you to the next level." / "Become the expert clients find first." / "Your book should be sending you clients. Here's why it isn't." / Control: "How to build an authority business." - Position against Instant Authority: Instant Authority = get seen. The Authority Business = get clients. - Cluster: CREATE DEMAND (Ch 8 idea), MOST WANTED and Invisible to In Demand (alt subtitles/hooks), UNFAIR ADVANTAGE (Ch 9-10, the moat) [TREVOR TO CONFIRM] - IMPACT is the life-and-mission book; this is the get-clients book. - Launch timing, cover and props: [TREVOR TO CONFIRM]