Welcome back to Business Unfiltered with Mercer and Jeff Sauer today's topic is Behind the Scenes: Writing Our First Book:

• Initial Thoughts and Experiences: Jeff introduces the topic of writing their first book and the initial challenges faced, including rapid industry changes. Mercer recalls Jeff's earlier work on service stacking and is curious about the process.

• Strategies for Writing a Timeless Book: Mercer and Jeff agree on focusing on strategies and management principles rather than tool-specific content. Jeff highlights his experience with a book accelerator program and acknowledges the effectiveness of a framework-based book.

• Developing the Book Concept and Structure: Jeff explains the evolution of his broad "Profit Pillars" concept to a specific and focused framework on sales and service stacking. He shares the process of validating the concept through workshops and using the recordings as an outline for the book.

• Writing and Editing the Book: Jeff details the process of hiring a ghostwriter and navigating the initial drafting stage. He shares the time-consuming nature of editing and the decision to personally handle the final edits to maintain consistency.

• Marketing and Promoting the Book: Jeff discusses book marketing challenges and the necessity of having an effective book funnel. He shares his experiences with a book funnel service and the importance of having a pre-existing audience.

• Lessons Learned and Future Plans: Jeff reflects on the overall experience, rating it low for immediate results but high for valuable learning. The episode concludes with a recap of the key points and a look at the next steps for their book project.