How We Helped Scribe Media Book 100+ Meetings and Close $56,000 in Three Months
A case study in creating demand instead of capturing it
The Client
Scribe Media: Elite Publishing with an Acquisition Problem
Scribe Media is a professional publishing house that helps business owners and executives write, publish, and distribute books that build authority and generate commercial advantage. Their credentials speak volumes about their capability and market position.
Despite working with bestselling authors like David Goggins (Can't Hurt Me), Joey Coleman (Never Lose a Customer Again), and Robin Farmanfarmaian, Scribe faced a critical challenge: their lead generation system was dangerously narrow.
They relied almost entirely on inbound advertising and referrals, fishing in a small pond while ignoring the ocean of opportunity around them.
2K+
Authors Served
Trusted by thousands of business leaders
250K+
Book Reviews
Generated massive social proof
23
Bestsellers
NYT and WSJ rankings achieved
The Challenge
The Demand Capture Trap
Scribe Media's offer was strong. Their reputation was stronger. But their approach to growth was fundamentally flawed. They were practicing demand capture instead of demand creation—and the numbers revealed the cost of that strategy.
Narrow Targeting
Their ads targeted only people actively searching "how to write a book"—a tiny fraction of their addressable market.
The 1% Problem
Only 1% of their potential market was actively looking for a publisher at any given time. The other 99% could profit from publishing but hadn't yet considered it.
No Outbound System
They had no proactive outreach strategy and no messaging designed for cold audiences who didn't yet recognize their need.

The Core Issue: Scribe was waiting for demand to come to them instead of creating it. This is the classic mistake of established service businesses with strong reputations—they confuse visibility with accessibility.
The Solution
Three Strategic Shifts That Changed Everything
The problem wasn't lead quality or lead volume—it was messaging misalignment. Scribe's campaigns spoke only to people at the bottom of the awareness spectrum. The real opportunity existed at the top: founders who could use a book as a business tool but didn't yet see the connection. We rebuilt their entire acquisition approach.
01
Redefined the Ideal Client
We stopped segmenting by "who wants to write a book" and started segmenting by "who could gain the most commercial leverage from having one."
  • Healthcare software founders using books to build trust in complex B2B sales
  • Business coaches and consultants establishing authority to increase conversion
  • Financial advisors differentiating themselves to attract higher-value clients
02
Built the Business Case Into Every Message
For every segment, we created messaging that made the ROI of a book explicit and undeniable.
Before: "We'll help you write and publish your book."
After: "We'll help you turn your expertise into a book that generates inbound leads, builds credibility, and shortens your sales cycle—without spending months writing."
This repositioning transformed a creative service into a measurable growth tool.
03
Launched a Repeatable Outbound System
We designed personalized, outcome-driven campaigns for each niche. Every email followed a proven structure:
  1. Opened with a relevant problem or opportunity in their industry
  1. Connected it to how a book could amplify authority and trust
  1. Closed with a low-friction invitation to explore the business case
This transformed cold outreach from "selling publishing" to consulting on growth strategy.
Results & Takeaway
From Demand Capture to Demand Creation
The Numbers
Within just three months of implementing the new strategy, Scribe Media achieved transformative results that validated the shift from passive to active demand generation.
60+
Qualified Meetings
With founders and executives in target verticals
$56K
New Revenue
Directly attributed to outbound campaigns
100%
New Channel
First repeatable outbound system independent of ads
The Core Principle
Most service businesses mistake demand capture for marketing. They speak only to people already looking for them and ignore the much larger group who should be their clients but don't yet know it.
Scribe Media made this mistake until we helped them evolve their messaging. By reframing their offer from "we publish books" to "we help founders generate business through books," we opened an entirely new market segment and gave them a scalable outbound system.
The result was not just more meetings. It was a fundamentally new way to grow—one that creates demand instead of waiting to capture it.