Latest / The Dept. w/ Omar El-Takrori / How To Automate Your Sales With A Book! ft. Chandler Bolt | The Dept. #138

Transcript

How To Automate Your Sales With A Book! ft. Chandler Bolt | The Dept. #138 · The Dept. w/ Omar El-Takrori

0:00
[SPEAKER_02]: When you think about taking people from browsers to buyers, the lowest friction way that you can do that is a book.
0:05
[SPEAKER_02]: If you look at any eight figure creator, a demo tell Cody Sanchez, Alex Ramosi, Gary Vaynerchuk, Mel Robbins, the book was an eight figure book for them.
0:14
[SPEAKER_02]: That was part of a bigger ecosystem that takes browsers to buy.
0:19
[SPEAKER_00]: I have with me, Chandler Bolt, who's been responsible of helping over 8,000 authors, right books, his business itself has generated
0:30
[SPEAKER_00]: but what's more impressive is the hundreds of millions of dollars you've helped people generate through helping them write a book.
0:37
[SPEAKER_02]: I think the bar has never been lower and it's never been easier to win.
0:40
[SPEAKER_02]: You know, my most recent book published at five years ago, that book is brought in roughly $7 million in sales over the last 12 months.
0:47
[SPEAKER_01]: Then that's a beautiful thing about course creators coaching program owners or business is the book already exists.
0:53
[SPEAKER_02]: Just about packaging it and integrating it into the business and into a way that's very meaningful.
0:59
[SPEAKER_00]: What would you say are like the top mistakes people make when it comes to writing their first book?
1:04
[SPEAKER_02]: Yeah, I mean, the biggest mistake is that people...
1:11
[SPEAKER_00]: Here are the three things.
1:12
[SPEAKER_00]: Number one, I know I need a book.
1:14
[SPEAKER_00]: Number two, I know the books are already done.
1:17
[SPEAKER_00]: It's just not on paper.
1:20
[SPEAKER_00]: And number three, it kind of seems shallow, but I know the purpose I want my first book to serve.
1:25
[SPEAKER_00]: And that is top of funnel.
1:27
[SPEAKER_00]: That is when I speak on a stage, you can go grab the book.
1:31
[SPEAKER_00]: That is off the back end of this podcast.
1:34
[SPEAKER_00]: You know, maybe run an ad towards free plus shipping.
1:37
[SPEAKER_00]: I don't know, we could talk through all those things.
1:39
[SPEAKER_00]: But I don't know, help me, why am I struggling?
1:41
[SPEAKER_00]: Like, for a guy that you probably look at,
1:46
[SPEAKER_02]: Well, you already did the book.
1:46
[SPEAKER_02]: That's the great news thing.
1:48
[SPEAKER_02]: So now it's just to stilling it into an actual book, but you've already written it.
1:52
[SPEAKER_02]: I mean, it is, then that's a beautiful thing about course creators coaching program owners or business is the book already exists.
1:59
[SPEAKER_02]: It's in the course, the coaching program, the curriculum, even when we're out there and you're talking my get we're coaching people on the three pillars.
2:05
[SPEAKER_02]: That's three pillars on the book.
2:07
[SPEAKER_02]: And then it's just about packaging it and integrating it into the business and into a way that's very meaningful.
2:13
[SPEAKER_02]: And that's where I think as we were talking about kind of right before this, the idea of kind of a seven figure business with no employees that is the book.
2:23
[SPEAKER_02]: I mean, I think that is the core premise of why you should do it and why I would do it.
2:27
[SPEAKER_02]: And then I think you've seen it firsthand too, with Sean.
2:30
[SPEAKER_02]: I mean, I remember he talked about, oh yeah, every podcast, every video is sponsored by YouTube secrets, right?
2:38
[SPEAKER_02]: I love that model because it's just when you think about taking people from browsers to buyers, the lowest friction way that you can do that as a book.
2:47
[SPEAKER_02]: And so if you look at any eight figure creator and we did whole case studies and deep dives on this on our YouTube channel, it's like,
2:54
[SPEAKER_02]: Demertel, Cody Sanchez, Alex Ramosi, Gary Vaynerchuk, Mel Robbins, Amy Porterfield, on and on and on and on is the book was an eight figure book for them.
3:03
[SPEAKER_02]: That was part of a bigger ecosystem that takes browsers to buyers.
3:08
[SPEAKER_00]: So good.
3:10
[SPEAKER_00]: What would you say, you know, it sounds fun.
3:14
[SPEAKER_00]: If I paid you, what would be like the first thing we'd go through.
3:19
[SPEAKER_02]: get clear on the business outcome, like what is the goal of this?
3:23
[SPEAKER_02]: You said top of fun.
3:24
[SPEAKER_02]: Also, how does this integrate what you're doing and what is kind of like an ideal outcome?
3:28
[SPEAKER_02]: Then we walk through the four peas, person-pain promise price, which should be identical to your best customers.
3:36
[SPEAKER_02]: Right?
3:36
[SPEAKER_02]: Who is that person?
3:37
[SPEAKER_02]: What's the pain that they have that they know that they have?
3:40
[SPEAKER_02]: What's the promise or premise that you make with your company and that we would make with this book?
3:46
[SPEAKER_02]: And then the price is pretty straightforward.
3:47
[SPEAKER_02]: So we get super clear on that.
3:49
[SPEAKER_02]: And then depends on if you wanted to write it yourself or want to do us to write it for you.
3:54
[SPEAKER_02]: If we're writing it for you, then we're starting the ghost writing process and we're starting to still.
3:58
[SPEAKER_02]: Okay, your voice.
3:59
[SPEAKER_02]: We want to get super clear on the
4:02
[SPEAKER_02]: Like, when people were writing it themselves, we call it the more writing method.
4:05
[SPEAKER_02]: My map outline rough draft editing, but the outline is the key piece.
4:09
[SPEAKER_02]: And then if we're writing it for you, we say, all right, is this outline like, is this the book?
4:14
[SPEAKER_02]: Okay, great.
4:16
[SPEAKER_02]: Now let's go and let's start writing those kind of a chapter at a time in the early days so that you like it and it's in your voice.
4:23
[SPEAKER_02]: And then once we feel like, okay, we're really nailing this.
4:26
[SPEAKER_02]: Now we're going to pick up speed and write the rest of the book and then we move it into packaging and launch.
4:31
[SPEAKER_02]: And that's where I would tie it into your challenges that you're running, and that's what we're doing kind of behind the scenes with Dean Graziosy and Tony Robbins right now.
4:40
[SPEAKER_02]: I was like, okay, you have this thing that's working.
4:42
[SPEAKER_02]: Yeah.
4:43
[SPEAKER_02]: How do we use the book to just crank the volume on that and increase all your revenue from those kind of events?
4:50
[SPEAKER_00]: That's starting to be good.
4:52
[SPEAKER_00]: Well, what would you say?
4:53
[SPEAKER_00]: I feel like one big mistake.
4:55
[SPEAKER_00]: I've met a lot of people who just will give me their book and like they don't have a brand maybe they wrote it at some time in their life and they wrote it themselves and it is self-published and all that stuff, but it's like
5:08
[SPEAKER_00]: I don't know, it's almost like people use it like a, I don't know, it's almost like they wrote the wrong book totally totally what would you say are like the top mistakes people make when it comes to writing their first book and I feel like one could be like don't write a memoir.
5:24
[SPEAKER_00]: Yes, but people think everyone thinks they're important.
5:29
[SPEAKER_02]: Yeah.
5:29
[SPEAKER_02]: I mean, the biggest mistake is that people don't start.
5:32
[SPEAKER_02]: And that's, I mean, most people, they're just, they're sitting in neutral for years.
5:37
[SPEAKER_02]: And even I've, I've given Dan a hard time over the years of like, man, can you imagine if you did this book years prior, just how that just totally took off his career?
5:45
[SPEAKER_02]: But I mean, I think he'd be the first to tell you as much of people, hey, I wish I did this five years earlier.
5:50
[SPEAKER_02]: So not starting, but then to your point, I think that's a big one too is thinking that their first book needs to be the manifesto.
5:58
[SPEAKER_02]: of their whole life's work.
6:00
[SPEAKER_02]: And so that's so big, and I think we even kind of talked about this a little bit.
6:04
[SPEAKER_02]: It's so big in their mind that they're paralyzed to start.
6:08
[SPEAKER_01]: Yeah.
6:08
[SPEAKER_01]: It's the parallel for you of your first video.
6:10
[SPEAKER_02]: Is your first video going to be your best video?
6:12
[SPEAKER_02]: Absolutely not.
6:13
[SPEAKER_02]: Is your first book going to be your best book?
6:14
[SPEAKER_02]: No.
6:15
[SPEAKER_02]: But the beautiful thing about that is learning how to write a book is kind of like learning how to write a bike.
6:20
[SPEAKER_02]: Once you do it you can just do it again and again.
6:22
[SPEAKER_02]: It's why you don't see many one book authors.
6:24
[SPEAKER_02]: See a bunch of people who have never written a book and you see the people who have written a bajillion books because they learn the process and they realize, oh that's not that bad and then they repeated it.
6:33
[SPEAKER_02]: But I think most people try to go way too broad when what they
6:40
[SPEAKER_02]: that they're probably bored with, they're tired of talking about, they're thinking, that's too specific.
6:46
[SPEAKER_02]: And that would be the most lucrative book that they could write.
6:50
[SPEAKER_00]: Yeah, I mean, what would you say is, because you said, yeah, lucrative book, I think of it in correlation to business all day, I understand the,
7:01
[SPEAKER_00]: intent to create an impactful book like you talked about some people use us to write a book that they want their kids to read one day and yeah they wrote it for an audience but if their kids can like have a piece of them then it's worth it yeah I mean what if you found people who write books and they're like I don't care if the cells are not.
7:20
[SPEAKER_02]: I mean, that's great.
7:20
[SPEAKER_02]: We help, that's a big part of our business is people who want to make an impact with the book.
7:24
[SPEAKER_02]: But we just didn't change the frame of how we're working with them.
7:27
[SPEAKER_02]: Right.
7:28
[SPEAKER_02]: Yeah.
7:28
[SPEAKER_02]: Like we were talking about earlier is, alright, well, if you just write a book that's about your life story and your life work and it's just for your kids and your grandkids, for most people, they would say, that is one of the best things I've ever created in my life.
7:40
[SPEAKER_01]: great.
7:40
[SPEAKER_02]: We can help with that, but that's totally different than, or maybe it is, maybe there's overlap, but it's often totally different from the business book and the specific or the niche book.
7:52
[SPEAKER_02]: And if you're going to write both of them, I would not write the general manifesto for your kids first, because it's just so paralyzing.
7:59
[SPEAKER_02]: You think like my gosh.
8:01
[SPEAKER_02]: generations are going to read this book about my life and that's awesome.
8:05
[SPEAKER_02]: That's a beautiful thing and I personally think everyone should do it.
8:08
[SPEAKER_02]: I think societally we should have a right of passage where you retire and then everyone has this crisis of meaning and then you take a year or two and write a book on all the lessons you've learned so far in your life and just how powerful that would be for your kids and grandkids and even just thinking about my grandpa that he passed away when I was when you're old.
8:26
[SPEAKER_02]: I never got to learn all these things that everybody raves about and so I wish you would have written that book and in your business, that's not how you look.
8:36
[SPEAKER_02]: And so even if I'm thinking about you specifically, I think, okay, great.
8:40
[SPEAKER_02]: You've got the main mastermind or sorry, the main coaching program that's just crushing, getting people results, people are staying, loving it.
8:47
[SPEAKER_02]: And then I think I've seen you splinter out some micro things that lead into that.
8:52
[SPEAKER_02]: Yeah.
8:54
[SPEAKER_02]: And I would say, okay, that's probably a signal that that's what the book's about.
8:57
[SPEAKER_00]: Yeah.
8:58
[SPEAKER_02]: And so it might not be the three pillars or it might not be the whole thing.
9:01
[SPEAKER_02]: It's like, hey, what's the thing that people pick up the phone and say, hey, I need your help with this?
9:06
[SPEAKER_02]: Yeah.
9:06
[SPEAKER_02]: And you can get them an instant win.
9:08
[SPEAKER_02]: And I would write that niche book about that.
9:10
[SPEAKER_02]: And then you solve the first problem that rolls into the ecosystem.
9:14
[SPEAKER_02]: Yeah.
9:15
[SPEAKER_00]: That's good.
9:16
[SPEAKER_00]: I have a girl in my program who
9:20
[SPEAKER_00]: one day was so inspired on the treadmill and she's walking and she literally wrote a book in like two and a half three hours by speaking it and then eventually organized it and edited it and she's stuck on picking the cover and
9:35
[SPEAKER_00]: I could imagine that one big mistake people make is not knowing like people don't have taste.
9:41
[SPEAKER_00]: We were talking about your like, bro, you guys.
9:42
[SPEAKER_00]: You just really cool.
9:43
[SPEAKER_00]: Is that intentional?
9:44
[SPEAKER_00]: Like, some people will put out a ugly book, yeah.
9:48
[SPEAKER_00]: But have gold inside.
9:49
[SPEAKER_00]: It's the same with YouTube.
9:50
[SPEAKER_00]: People have like terrible packaging and I'm sure like the information inside the video.
9:54
[SPEAKER_00]: But how important is like the book cover?
9:57
[SPEAKER_00]: I was at a conference a year ago.
9:59
[SPEAKER_00]: And one of the guys I don't know if you know Ryan Leak, he just recently released a book on like working with difficult people or something like that and he spent like he said he spent a mortgage on his cover.
10:11
[SPEAKER_00]: And, and it was what the, I like the guy.
10:16
[SPEAKER_00]: That's really, he's incredible.
10:19
[SPEAKER_02]: But it is important.
10:20
[SPEAKER_00]: Yeah.
10:21
[SPEAKER_00]: And he just said, the company, I guess the company he was working with, they designed pages inside too.
10:28
[SPEAKER_00]: They designed the inside of the book.
10:30
[SPEAKER_00]: And it was like, he can have like an average looking book with like average looking pages, or he can have a book that if it's next to someone else on a,
10:38
[SPEAKER_00]: CEO's desk, which one is going to, you know, that was where he Decided from that frame.
10:44
[SPEAKER_02]: Yeah, I mean, what are some of the biggest mistakes design-wise people have with their books so many people say don't judge a book by its cover But we all judge books by their coverage.
10:52
[SPEAKER_02]: I was it.
10:52
[SPEAKER_00]: That's the only way to judge a book
10:54
[SPEAKER_02]: it is.
10:55
[SPEAKER_00]: Yeah.
10:55
[SPEAKER_02]: Otherwise, how do I know what it's about or whether or not I should read it?
10:58
[SPEAKER_02]: And so I think people totally miss it when it comes to creating a good cover.
11:02
[SPEAKER_02]: Quite honestly, there's many people that treat their book cover using our our style analogy, maybe like I dress, which is not, you know, pretty, you know, creating some help from you in the style department.
11:13
[SPEAKER_02]: And then I would say people, other people go to the other end of the spectrum.
11:16
[SPEAKER_02]: Maybe you're, you're into the spectrum.
11:17
[SPEAKER_02]: We're, hey, this looks really good.
11:21
[SPEAKER_02]: But it may or may not be a best selling cover.
11:23
[SPEAKER_01]: We always say it's best selling cover, not best looking cover.
11:26
[SPEAKER_02]: And so I think it's really important that your book covers a billboard in it.
11:30
[SPEAKER_02]: And a good billboard does three things.
11:32
[SPEAKER_02]: It grabs attention.
11:33
[SPEAKER_02]: It's easy to read and you instantly get it.
11:36
[SPEAKER_02]: Same thing as a cover.
11:37
[SPEAKER_02]: A grabs attention.
11:38
[SPEAKER_02]: It's easy to read and you instantly get it.
11:41
[SPEAKER_02]: And so that's where you're tied on your cover kind of play together and it should be clear not clever.
11:47
[SPEAKER_02]: Yeah, and I think a lot of people just get into this this weird mode where either they make it too clever or they just pay their third cousin who's a graphics player.
12:04
[SPEAKER_02]: Spend some time in money on a cover, maybe not a mortgage, but it's worth spending good money on it.
12:11
[SPEAKER_00]: Yeah, I mean, and her thing was she wrote a book for women and I think it should have women appeal, you know.
12:22
[SPEAKER_00]: But I didn't know, I don't advise things that I'm just my intuition would say that looks, it looks generic, looks canva created, and she's like, it was canva created, you know, so yeah, I mean, would you find like color psychology matters and things like that or, you know,
12:39
[SPEAKER_02]: Yes, I mean you should shrink it down and put it in the category that you're going to be in and it's almost like the the YouTube thumbnail test same thing for a book cover just look put it in the category amongst all the other books and see doesn't stand out or does it blend in if it's if it blends in it's probably not that good if it stands out and it passes what Google would call the BFB test or that the big F and button like you think about the home page of Google how
13:05
[SPEAKER_02]: obvious it is that you type the thing in there and you press the BFB, the big button.
13:10
[SPEAKER_02]: Yeah.
13:11
[SPEAKER_02]: And so that's how I kind of think of titles is if I stand back from this sucker, do I instantly get it?
13:17
[SPEAKER_00]: Yeah.
13:17
[SPEAKER_02]: And you need to instantly get it and people need to instantly understand that it's for them.
13:22
[SPEAKER_02]: And so, yes, for that person, I would say feminine colors that grab attention.
13:26
[SPEAKER_02]: I would speak to the fact that it's four females only, either in the subtitle,
13:31
[SPEAKER_02]: in the image or just I would make it so obvious and that's where a lot of people are, they get really hesitant to niche down.
13:41
[SPEAKER_02]: The riches are in the niches and I think that's where you and I see things very similar.
13:46
[SPEAKER_02]: He's like, own your department.
13:48
[SPEAKER_02]: It's like own that area.
13:50
[SPEAKER_02]: I would rather be known for something than known for nothing.
13:53
[SPEAKER_02]: And so if you try to do the broad
13:55
[SPEAKER_02]: Oh, this helps women, but it also helps men, but it also helps young people, but also old people, and then next thing here.
14:02
[SPEAKER_02]: You know, if I even wants to read the book, and so just going straight for it in super specific.
14:07
[SPEAKER_00]: And I think that's something cool about your journey, too, is for how successful your business is, and how, I don't want to say, like, I mean, we could just say that you didn't always prioritize the brand or the content you're putting out,
14:23
[SPEAKER_00]: but you did prioritize the product you were helping people with, which is what's kept you in business a long time.
14:27
[SPEAKER_00]: But like the reason why somebody would pick you would be like, because it's very clear how you help people.
14:35
[SPEAKER_00]: Yeah.
14:35
[SPEAKER_00]: And then that's why people pay you, because it's like, I don't want a generalist.
14:39
[SPEAKER_02]: When this is, I mean, really a testament for what you do, because, yeah, you're right.
14:42
[SPEAKER_02]: I mean, I'm a decade in thousands of books published.
14:47
[SPEAKER_02]: I think early on, I was, I was the brand and then self-publishing.com was on the back end.
14:52
[SPEAKER_02]: And then I saw a bunch of people who were like, hey, you can't sell that business.
14:56
[SPEAKER_02]: Like, this two personal brand focus, I said, noted.
14:58
[SPEAKER_02]: let me switch it up.
15:00
[SPEAKER_02]: So then I just push the company to the forefront and then blend it into the background because I know I have a sellable business that's not a job or whatever and then yeah the company stands on its own which to your point is great because if you're trying to you know publish a book people know sell publish not come they're the best our product speaks for itself our resource speak for themselves it's not like we're just some random influencer that's like oh we can help you with this
15:23
[SPEAKER_02]: But then huge mistake that I think that was a really, really big mistake that I made and that's why we're reversing and being intentional about the personal brand because realizing that it's both, it's both hand.
15:38
[SPEAKER_02]: And by kind of ignoring and neglecting my personal brand, I mean, I've left millions of millions of dollars on the table.
15:45
[SPEAKER_02]: So now we get to fix that.
15:47
[SPEAKER_00]: by neglecting a book, I've left millions of people.
15:50
[SPEAKER_00]: I'm a pop-mate.
15:50
[SPEAKER_00]: I'm a pop-mate.
15:52
[SPEAKER_00]: Yeah.
15:54
[SPEAKER_00]: Okay, so clear title at the cover design.
15:56
[SPEAKER_00]: Now another one that comes to mind is the size of the book.
16:00
[SPEAKER_00]: You know, I have a friend who she wrote a book called Persuade for a good.
16:04
[SPEAKER_00]: She teaches women how to sell and she's like, oh my, you're like, your first book, just let it be.
16:10
[SPEAKER_00]: You know, a few, like, just a quick read, little simple read.
16:14
[SPEAKER_00]: A friend of mine, Phil Jones, Phil M Jones, exactly what to say.
16:20
[SPEAKER_00]: It's like, you can do it on an airplane.
16:22
[SPEAKER_00]: That sounds way more like accomplished, because whatever my pastor recently did one through a main publisher.
16:31
[SPEAKER_00]: And that was a whole year plus process to write one book.
16:34
[SPEAKER_00]: And I know the objectives are different.
16:40
[SPEAKER_02]: I mean, how am I how important is it not important it's it's can you deliver on the promise of what people are hoping for is like any any product or program or whatever's like Okay, well, did the deliverables matter does the is it a year long thing is it a six month thing it's the same thing It's no what is the outcome that people care about and what's the quite frankly the minimum
17:01
[SPEAKER_02]: or her, sorry, like the maximum threshold that can achieve that outcome.
17:08
[SPEAKER_02]: Sorry, I mixed that up.
17:09
[SPEAKER_02]: The minimum threshold, the minimum number of pages to achieve that outcome.
17:11
[SPEAKER_02]: So if you look at kind of your average nonfiction book, anywhere from 15,000 to 60,000 words, I would say go on the shorter end of that.
17:21
[SPEAKER_02]: Deliver a specific objective and that's kind of how I got started in this whole world was doing that and I remember We wrote a book on productivity for entrepreneurs who control their own schedule struggle with work life balance super niche And then we wrote it short because we said we'll hold up if you got
17:37
[SPEAKER_02]: time management problems.
17:38
[SPEAKER_02]: Last thing you want to do is read a long book.
17:40
[SPEAKER_02]: And 99% of people loved it and I'll never forget when we got our first one star review and someone said this book isn't even big enough to use for something as productive as a doorstop.
17:52
[SPEAKER_02]: So that made me question it a little bit.
17:55
[SPEAKER_02]: But I mean the fact was it was achieving the outcome for 99% of the people who read it
18:05
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18:11
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18:12
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18:25
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18:35
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18:59
[SPEAKER_00]: Let's get back into the conversation.
19:01
[SPEAKER_00]: There's some people I like to classify them as hard a hollocks.
19:05
[SPEAKER_00]: Like they want things to be difficult tolly.
19:08
[SPEAKER_00]: When it's like, we condense it to the level that you needed to consume it.
19:13
[SPEAKER_00]: But anyway,
19:14
[SPEAKER_02]: I don't, I don't, I don't mentor one time he said business is simple.
19:16
[SPEAKER_02]: We make it complicated, yeah.
19:18
[SPEAKER_02]: Because you have these beliefs about money, be these beliefs about business that say, oh, well, if it's easy, well, then it's must not be lucrative.
19:26
[SPEAKER_02]: And so it's got to be hard.
19:28
[SPEAKER_02]: So then you end up creating this complicated monstrosity of a business that, yeah, is then hard to scale.
19:36
[SPEAKER_02]: And you think that's what you have to do.
19:38
[SPEAKER_02]: And that's what I love kind of the path you're taking with your business.
19:42
[SPEAKER_02]: And it's funny, right?
19:43
[SPEAKER_02]: I almost feel like people in society guilt, unless into it's like me with the book guys, like, oh, you do anything else, you still do in books, or you when you're talking about the business, like, yeah, it's a simple business, and I almost sense like a little bit of sheepish niche, and that is like, that's great!
19:59
[SPEAKER_02]: I love that!
20:00
[SPEAKER_02]: You're customers love that, that's awesome.
20:02
[SPEAKER_02]: Well, when we make it complicated unnecessarily.
20:05
[SPEAKER_00]: 100.
20:06
[SPEAKER_00]: And then the next thing when it comes to like the thing I think about, yeah, is self-publishing your book versus...
20:15
[SPEAKER_00]: You know, getting of advanced somehow.
20:17
[SPEAKER_00]: I don't know.
20:17
[SPEAKER_00]: I know most people probably won't even be able to, but I mean, you can with their relationships and being interviewed, you can be advanced to have a publisher.
20:26
[SPEAKER_00]: So when you're, does your company, it's like, I'll own the right to my book.
20:31
[SPEAKER_00]: Exactly.
20:31
[SPEAKER_02]: Yeah.
20:32
[SPEAKER_02]: I mean, I think about it like this.
20:33
[SPEAKER_02]: I mean, I'm gonna head to the airport later today.
20:37
[SPEAKER_02]: Would you recommend that I take a taxi or an Uber?
20:40
[SPEAKER_00]: Uber?
20:40
[SPEAKER_02]: Right, it's taxisers this antiquated outdated model that worked for what has been over.
20:47
[SPEAKER_02]: And even these days in Austin is like Rubbo Taxi, Waymo, self-driving cars, it's a better vehicle.
20:54
[SPEAKER_02]: And so yeah, when we work with people, they keep all the upside, they keep all the royalties.
20:59
[SPEAKER_02]: I think self-bublishing is entrepreneurial publishing.
21:01
[SPEAKER_02]: Spending on yourself, right?
21:03
[SPEAKER_02]: You own the IP, you own everything, and publishers don't do anything.
21:07
[SPEAKER_02]: They're not going to market your book.
21:09
[SPEAKER_02]: They're not going to do anything.
21:11
[SPEAKER_02]: They might make a couple calls and then yeah, sure you're going to have distribution.
21:15
[SPEAKER_02]: But 70% of books that are sold are sold on Amazon and other online retailers.
21:20
[SPEAKER_01]: Yeah.
21:20
[SPEAKER_02]: Distribution, like the stuff that they provide is purely vanity and ego.
21:25
[SPEAKER_02]: It's not actual results.
21:28
[SPEAKER_02]: And so I think it's just the dumb outdated model.
21:30
[SPEAKER_02]: Now for some people,
21:31
[SPEAKER_02]: Maybe that if you got a massive audience can get a huge advance, then maybe at that stage of your career matters.
21:37
[SPEAKER_02]: If you're going for like this big massive brand book, but the dirty secret of that is let's say you get a six-figure advance.
21:43
[SPEAKER_02]: Well, they're going to expect you to spin it all on the book.
21:46
[SPEAKER_02]: And honestly, if you're going that route, you should.
21:49
[SPEAKER_00]: Yeah.
21:49
[SPEAKER_02]: Because that is the play.
21:51
[SPEAKER_02]: And it's I'm not going to make any money on this book, but I'm going to use this as like some big coming out party over here.
21:56
[SPEAKER_02]: And that is the play.
21:57
[SPEAKER_02]: But I think what's way smarter for most people is just
22:00
[SPEAKER_02]: self-publishing it, directly tying it to your business, creating it as a seven-figure business card in the business, and then print money on the back end.
22:09
[SPEAKER_02]: And so that's where, you know, my most recent book published it five years ago.
22:14
[SPEAKER_02]: that book is brought in roughly seven million dollars in sales over the last 12 months because we feed it into everything in the back end of the business and so just to me is an entrepreneur that's a waste mortar model so good I love that I love that praying um could you just break down how your book made you seven million dollars yeah so there's kind of three core pillars there why actually I was able to
22:38
[SPEAKER_02]: I think about a book as how do we use this to get leads, sales, and referrals, right?
22:43
[SPEAKER_02]: So leads, these are people who hear about your business because of your book.
22:46
[SPEAKER_02]: We've got a bajillion models of that, right?
22:49
[SPEAKER_02]: Whether it's Alex Hermosy and acquisition.com about you people wouldn't know about the business if it wasn't for these big book launches.
22:55
[SPEAKER_02]: And now,
22:57
[SPEAKER_02]: So that'll tie into one thing that we're doing.
22:58
[SPEAKER_02]: Then there's sales, putting it in every facet of the sales funnel, and you watch all your core metrics go up.
23:07
[SPEAKER_02]: You know, your close right, your pull-through goes up, your costs go down, and then referrals that's turning buyers into refers.
23:15
[SPEAKER_02]: And so enabling them to refer you easily.
23:19
[SPEAKER_02]: in the form of the book.
23:21
[SPEAKER_02]: So that's kind of how I think about it and then what's working for us specifically is a version of that.
23:26
[SPEAKER_02]: So bucket one is we just give way the book for free all over the place unlimited free leads.
23:33
[SPEAKER_02]: So instead of paying for leads we're getting free leads or we're getting paid to get leads.
23:39
[SPEAKER_02]: That's you know wildly lucrative and those are the best prospects ever.
23:49
[SPEAKER_02]: It's done.
23:50
[SPEAKER_02]: They're not shopping.
23:52
[SPEAKER_02]: They're buying.
23:53
[SPEAKER_02]: And then there's, okay, now that we got a bunch of free leads, how does we use it to create a ton of appointments?
23:59
[SPEAKER_02]: So a bunch more appointments, the pull through the quality of the appointments and everything.
24:03
[SPEAKER_02]: So then that ties in on the back end.
24:05
[SPEAKER_02]: And then the third pillar is for all of our business development.
24:09
[SPEAKER_02]: And so we've built out a speaking team.
24:12
[SPEAKER_02]: We'll speak it.
24:13
[SPEAKER_02]: I don't know 50 or 70 events this year.
24:15
[SPEAKER_02]: And most of the time it's not me.
24:19
[SPEAKER_02]: is, you know, teaching and all the frameworks in the book.
24:23
[SPEAKER_02]: But then they go speak.
24:25
[SPEAKER_02]: We give away books at the event.
24:27
[SPEAKER_02]: And the next thing you know, that book is everywhere and that everybody's seen this red book and it's all over the event.
24:34
[SPEAKER_02]: And then we get a ton of leads, people end up, you know, working with us and we'll do, you know, 30 to 100 k typically per event on the back of that.
24:44
[SPEAKER_02]: So that's actually kind of a funny story.
24:46
[SPEAKER_02]: I know we both know Rhine, Peneta.
24:49
[SPEAKER_02]: That was one of the first times that we saw this really work, because I spoke at his event.
24:53
[SPEAKER_02]: It was 1,000 people, and like, all right, cool.
24:56
[SPEAKER_02]: We'll bring like two as a year and a box.
24:58
[SPEAKER_02]: And so I speak, and I think a lot of times when people hear me say, like, we make a bunch of money on events, they think, this is some kind of,
25:06
[SPEAKER_01]: Run to the back of the room, where you ran the X, three spots.
25:09
[SPEAKER_02]: And there's like some crazy sales pitch.
25:12
[SPEAKER_02]: But it's not at all.
25:13
[SPEAKER_02]: It's just teach, teach, teach, or it.
25:15
[SPEAKER_02]: And then I just, at the end of that talk, I said, oh yeah, and we got, you know, brought a couple hundred copies of the book.
25:20
[SPEAKER_02]: Obviously not enough for everybody.
25:22
[SPEAKER_02]: But if you want one, I'll sign it and come by the booth.
25:26
[SPEAKER_02]: And then just walked off stage.
25:28
[SPEAKER_02]: And the next thing I know I got people sent in me videos of, I mean, there was people running back to the booth.
25:34
[SPEAKER_02]: and it was, I mean, hundreds of people in line and that's when it dawned on me.
25:39
[SPEAKER_02]: Oh, this is crazy.
25:41
[SPEAKER_02]: And it's valuable.
25:43
[SPEAKER_02]: It's we're giving away something they would pay $20 for.
25:45
[SPEAKER_00]: Right.
25:46
[SPEAKER_02]: And so it just, I know this is really long and it's not just like, man, this, this, this is a value add to Ryan to the event to everyone is I'm bringing thousands of dollars worth of my books.
25:57
[SPEAKER_02]: And so that's where I would tie it in for you is on the back of every speaking gig, every webinar, and go to it in every challenge, whether it's in, you know, VIP upsells or whatever, or if they purchase one of the back end, they're getting a sign, copy of the book, it's just like, integrate it into every piece and it's just crazy the leverage it gives you in the business.
26:15
[SPEAKER_00]: And that's what comes to mind as leverage from an asset that you just create once.
26:20
[SPEAKER_00]: And I think, you know, it's hard to train your brain to always think that way.
26:23
[SPEAKER_00]: That's why I do love having a podcast because it's like we sit down and create it once.
26:27
[SPEAKER_00]: And then there's just like master piece because online and it could be, you could serve thousands of people forever.
26:32
[SPEAKER_00]: But once the book is created,
26:35
[SPEAKER_00]: the use case is unlimited.
26:36
[SPEAKER_00]: Yeah, um, but I do.
26:38
[SPEAKER_00]: I felt that this year, I spoke at an event with like 2,000 people at it, and I, I felt like I got everybody at the palm of my hand, and I was like, shoot, but I just kind of booked that.
26:49
[SPEAKER_00]: Yeah.
26:49
[SPEAKER_00]: And it's a cool way to serve people outside after the event.
26:52
[SPEAKER_00]: You know, like, I will say, so if you give away a book for free, which I'm very anti, I'm anti-free from this standpoint of like, don't get the book if you're not going to read it kind of about, you know, and I know there's value in it physically being in places like my name and my thing is in your office on your desk.
27:12
[SPEAKER_00]: But if you didn't buy it, you probably won't read it.
27:15
[SPEAKER_00]: What would you say to that?
27:16
[SPEAKER_02]: I mean, I think that is true.
27:17
[SPEAKER_02]: People who pay pay attention, right?
27:19
[SPEAKER_02]: So, you know, just the act of swiping a credit card means that you're exponentially more likely to consume the thing, but I think also it's
27:29
[SPEAKER_02]: I mean, you're having to hop through some hoops.
27:31
[SPEAKER_02]: Like to even do that, you've paid to be at this event.
27:34
[SPEAKER_02]: You showed up to watch me speak and as Zig Ziggler would say, say, I can't, I can't change some was life in a 45 minute talk.
27:41
[SPEAKER_02]: But if they get my tape, so that I can the day or if they get my book with it, I can change their life.
27:47
[SPEAKER_02]: And especially if they work with me on the back end of that.
27:49
[SPEAKER_02]: So I think just by having the nature of that, is like, hey, they go to the booth, they fill out a card, they get the book, they're taking it with them.
28:00
[SPEAKER_02]: It's a min of them is a freely so it's no skin off my back if they do nothing but a lot of times they do and that's where they read the book on the plane ride home and they saw 20 speakers yeah they got one book and they're reading that book on their plane home and they end up booking a call with the team and then signing up to work with us and so it just it turns people into raving fans and that's why I think it's
28:23
[SPEAKER_02]: So aligned with your ethos of content.
28:26
[SPEAKER_02]: It is the ultimate content piece, first of all.
28:29
[SPEAKER_02]: I mean, when's the last time you can think of a seven figure asset in your business that is still generating a bunch of revenue years later.
28:36
[SPEAKER_02]: And so I think people get so tripped up by, oh, this is going to take me a couple hundred hours.
28:40
[SPEAKER_02]: Oh my gosh, I don't got a couple hundred hours to do a book.
28:43
[SPEAKER_02]: It's like that thing lives forever.
28:44
[SPEAKER_00]: Yeah.
28:45
[SPEAKER_02]: Like that is an asset that a decade from now is
28:51
[SPEAKER_02]: But then I think it's aligned with your ethos and where we're very similar is give away all your best stuff for free and people will pay you to tell it to them again.
28:58
[SPEAKER_02]: Yeah.
28:58
[SPEAKER_02]: And so just give, give, give, give, give and the book.
29:01
[SPEAKER_02]: And then by the time people have finished reading that book, they think I would be an absolute idiot.
29:06
[SPEAKER_02]: Yeah.
29:06
[SPEAKER_02]: If I didn't work with Omar and if I didn't join this coaching program and all the stuff.
29:10
[SPEAKER_00]: Um, a guy that I admire is named Donald Miller.
29:14
[SPEAKER_00]: Yeah.
29:15
[SPEAKER_00]: He said on a real a few weeks ago, he's like, I thought I had recently.
29:20
[SPEAKER_00]: was kind of, you know, stopped them in his tracks and it was, could we be living in a time where the greatest writers are behind us because of AI.
29:33
[SPEAKER_00]: And now the ability to spin off an e-book or a self-published book with the use of AI.
29:40
[SPEAKER_00]: Like, you've been in the game and you've weathered storms and you've seen trends and all those things.
29:45
[SPEAKER_00]: Where's what's the state of the union when it comes to authors using AI to write a book, to facilitate a book, whatever.
29:54
[SPEAKER_00]: Like, what do you, how do you feel about that?
29:56
[SPEAKER_00]: Attention spans going crazy because...
30:00
[SPEAKER_02]: I think the bar has never been lower and it's never been easier to win, personally.
30:04
[SPEAKER_02]: I mean, when I was way back first getting into the game, it was the same, same song different tune, where it was, oh yeah, just pay people in third world countries to go strike crap books and then just pump out a bunch of books and then that's how you're going to make money.
30:21
[SPEAKER_02]: Yeah, sure there was some arbitrage there.
30:24
[SPEAKER_02]: But then a year later, you look up and none of those people are winning.
30:27
[SPEAKER_02]: same thing now I mean you could make this oh yeah just you know get clawed to write it and train it in your voice or whatever else and just pump out a ton of books, but I think
30:38
[SPEAKER_02]: that that's just a race to the bottom and it's making it easier and easier to stand out when you create something that is quality.
30:45
[SPEAKER_02]: And then yes, when you distribute it in a format that is more helpful for people.
30:50
[SPEAKER_02]: And so I want all the LOMs, the reference my books, I want to be in their car on audio, on Spotify.
30:57
[SPEAKER_02]: It's just distribution.
30:58
[SPEAKER_02]: And so I think of it kind of like vertical
31:02
[SPEAKER_02]: where, you know, we kind of come from a little bit of an SEO background that's been a three to six million dollar a year channel for us for a long time now.
31:10
[SPEAKER_02]: And so most people think, alright, how do we rank on Google?
31:13
[SPEAKER_02]: How do we be in the first three results?
31:15
[SPEAKER_02]: And we've done that for a long time.
31:17
[SPEAKER_02]: We bought a bunch of sites.
31:18
[SPEAKER_02]: We did roll ups.
31:19
[SPEAKER_02]: We kind of optimize everything for that strategy.
31:22
[SPEAKER_02]: But now it's, there's one answer, right?
31:24
[SPEAKER_02]: And there's, it's
31:28
[SPEAKER_02]: But that's just on Google, then there's AI, then there's vertical SEO of how do we show up on Amazon, how do we show up on Spotify, how do we show up, depending on your business on TripAdvisor.
31:39
[SPEAKER_02]: Yeah, and it's just like, and those are really easy.
31:42
[SPEAKER_02]: They're way less competitive than the main search engines.
31:45
[SPEAKER_02]: All you have to do is write a book.
31:46
[SPEAKER_02]: And so that's kind of how I think about it is, all right, for the keywords or the mind share that I want to own.
31:53
[SPEAKER_02]: Let me go to less competitive places and just outrank people through different forms of content.
31:59
[SPEAKER_02]: So, yes, you've got the podcast, but then I want to show up on Spotify when people are searching for books on that topic.
32:06
[SPEAKER_02]: Because readers are leaders, right?
32:07
[SPEAKER_02]: I mean, the smartest, most successful people.
32:09
[SPEAKER_02]: They want to go learn a thing.
32:12
[SPEAKER_02]: Like you were I it's like oh yeah cool.
32:13
[SPEAKER_02]: Let me just hammer out a few books on this and yes you're watching YouTube videos and whatever else but I'm gonna go deep on long-form content in the form of a book And so then you just if you're in that space they read your book and they say all right cool That's my guy, you know, let me connect with the team and then boom let's hire Omar and let's let's get going
32:33
[SPEAKER_00]: Yeah.
32:33
[SPEAKER_00]: I think it's good because your frame many times is less ethereal and is very practical from the standpoint of like, go ahead.
32:41
[SPEAKER_00]: Yeah, use AI to write your book and then just let us know how that look.
32:46
[SPEAKER_00]: People think about you and like you think creates brand sabotage by putting crap into the world as is which is a principle that has will will serve you forever.
32:56
[SPEAKER_00]: Quality.
33:02
[SPEAKER_02]: quality, you have a style.
33:05
[SPEAKER_02]: It's like the editing is good, it looks good, it feels good, it is good.
33:11
[SPEAKER_00]: And maybe that's why people will give me the big bites, you know, because it feels good.
33:15
[SPEAKER_00]: Exactly.
33:16
[SPEAKER_00]: When it comes to identifying a title,
33:20
[SPEAKER_00]: You know, I came up with a really cool title that I thought would be amazing and then the guy who was kind of like helping me was like just go check on Amazon like shoot is taken already.
33:31
[SPEAKER_00]: What what's your thing on copy right on titles could you use somebody else's title and have a different subtitle and.
33:38
[SPEAKER_02]: You can't copy right a title.
33:41
[SPEAKER_02]: You can trademark a phrase.
33:42
[SPEAKER_02]: So like the four hour X, okay cool.
33:46
[SPEAKER_02]: Yeah, Tim Ferriss has that trademark.
33:47
[SPEAKER_02]: You can't use that.
33:48
[SPEAKER_02]: But you can't copy right a title.
33:50
[SPEAKER_02]: And we've published tons of books that, you know.
33:53
[SPEAKER_02]: Accidentally had the same title and and yeah, they come to our coaches three months out having an existential crisis for exactly this reason and it just doesn't matter I will look how many reviews they have if it's less than a thousand You're gonna beat him if it's less than a hundred you're definitely gonna beat him so who cares?
34:13
[SPEAKER_02]: It doesn't really matter
34:14
[SPEAKER_00]: The number one question I usually get asked by people like you is, Omar, how the heck does your videos look and sound so dang crispy?
34:22
[SPEAKER_00]: Well, the reality is it's the equipment I use and you'd be surprised how inexpensive it could actually be.
34:27
[SPEAKER_00]: So I've compiled all my gear and I've updated the list and I want to give it to you.
34:31
[SPEAKER_00]: So if you're listening or watching this, just hit the description box below and I'll send you my gear guide for every budget.
34:37
[SPEAKER_00]: Now let's get back into the conversation.
34:39
[SPEAKER_02]: Okay, that's that's it.
34:40
[SPEAKER_02]: That's helpful.
34:40
[SPEAKER_00]: Now I got
34:41
[SPEAKER_00]: I got two titles to run with.
34:44
[SPEAKER_00]: Okay, and then another thing that comes to mind is I saw a recent post that you guys released and it was 90% of authors sell less than 100 books.
34:54
[SPEAKER_02]: Yeah.
34:55
[SPEAKER_00]: And I can't think of a more defeated feeling.
34:58
[SPEAKER_00]: Yeah.
35:00
[SPEAKER_00]: How can a nobody sell their book?
35:05
[SPEAKER_02]: Most, I mean, most self-bublished books fail, sucks.
35:08
[SPEAKER_02]: And I think it's because the effort matches the perception of the medium.
35:14
[SPEAKER_02]: It's like, oh, yeah, this is self-bublished.
35:16
[SPEAKER_02]: So I'm just, if you build it, they will come.
35:18
[SPEAKER_02]: Like, we just have, you know, just put it out there and then people will find it.
35:23
[SPEAKER_02]: I think that's a really horrible strategy.
35:25
[SPEAKER_02]: And by the way, dirty secret of traditional publishing is a very similar, I mean, if you sell 10,000 copies of a book traditionally published,
35:35
[SPEAKER_02]: Obviously, you know, bigger than that is great, but the way we think about it is, if we call it the launch triangle, it's like three core pillars is create a launch team, small group of people who are advocates for the customers, friends, you know, family, whatever, get a ton of reviews and then do good promotions, create evergreen promotional assets along with the book.
36:03
[SPEAKER_02]: You know, I did my first book at 19 with no audience, no following, no nothing, but it was just gorilla marketing and that strategy.
36:11
[SPEAKER_02]: And so for us, we say, hey, you don't have to have an audience.
36:14
[SPEAKER_02]: That's totally fine.
36:15
[SPEAKER_02]: And for a lot of people, a book is the audience creator.
36:18
[SPEAKER_01]: Yeah.
36:18
[SPEAKER_02]: Now, sure, maybe in your case, it's it's it's an audience creator and an audience monetizer.
36:23
[SPEAKER_02]: Yeah.
36:24
[SPEAKER_02]: But.
36:26
[SPEAKER_02]: which come it's like the chicken of the egg which comes first book as a mess of business will a lot of times the book proceeds the stuff on the back in and it's kind of you're excused to go on all the podcasts and do all the things because not a lot of podcasts or traditional media or you're just going to say hey randomly coming to talk about your business but they will say coming and oh yeah you got a book coming out coming on the pod.
36:45
[SPEAKER_00]: Yeah, how did you realize that you like, dude, I got a formula to help people write a book.
36:52
[SPEAKER_00]: It seems like from my point of view, that's like a wild thing to be able to systematically build.
36:58
[SPEAKER_02]: It's a crazy concept, but I did it.
37:02
[SPEAKER_02]: You know, there's a lot of people these days.
37:03
[SPEAKER_02]: They just teach all this stuff.
37:04
[SPEAKER_02]: They think they never done and I just did it.
37:08
[SPEAKER_02]: I did not have a goal to teach it.
37:09
[SPEAKER_02]: I just wanted to do it and not from, I mean, I'm going to see level English student college drop out ADHD.
37:15
[SPEAKER_02]: So it's not like I was somebody who just dreamed about writing books one day.
37:19
[SPEAKER_02]: I dropped out of school and I said, hey, there's a bunch, I've been running businesses and says, hey, oh my friends, say they want to run a business, but they never do it.
37:26
[SPEAKER_02]: Why is that?
37:27
[SPEAKER_02]: Well, probably because they don't know these things.
37:29
[SPEAKER_02]: So let me just write it in a little PDF.
37:31
[SPEAKER_02]: And I think that made it less intimidating for me that I didn't, it wasn't a book, it was speedy off.
37:36
[SPEAKER_02]: And then that book became a, or that PDF became a book.
37:39
[SPEAKER_02]: And then we started putting it out there and then did multiple books, those books did well.
37:43
[SPEAKER_02]: And then it's probably similar
37:48
[SPEAKER_02]: where people start asking about a thing and they keep asking about a thing and then in my case I was really dumb and I was just ignoring it, ignoring it, slash just giving away all my advice for free.
37:58
[SPEAKER_01]: He's like, yeah, oh yeah, cool, you're working on a book.
38:01
[SPEAKER_02]: Here's 45 minutes of my time for free, good luck and then just keep doing that and then finally I looked up and I said, hold up.
38:09
[SPEAKER_02]: business.
38:10
[SPEAKER_02]: But then I had a lot of limiting beliefs around.
38:12
[SPEAKER_02]: Okay, but I did it successfully, but could I help somebody else do it?
38:16
[SPEAKER_02]: I don't know.
38:16
[SPEAKER_02]: Let's just start small and get a little cohort of people.
38:20
[SPEAKER_02]: And then I think it was 44 people.
38:23
[SPEAKER_02]: 60% of them wrote and published a book in lesson six months.
38:27
[SPEAKER_02]: Wow.
38:27
[SPEAKER_02]: Which you know, in the online world, it's like,
38:29
[SPEAKER_02]: you got a 5% success right?
38:31
[SPEAKER_02]: Yeah.
38:32
[SPEAKER_02]: You're gallon it.
38:33
[SPEAKER_02]: So then I said okay there's something here and so then we just kept building it.
38:37
[SPEAKER_02]: And then this is where I think it connects to how we're so we're so aligned and I think we're so many people mess up is they they
38:48
[SPEAKER_02]: are so careful about painting themselves into a box that they never get known for anything.
38:53
[SPEAKER_02]: Why I think early on, it's like a lot of people say, oh yeah, but would you sure, are you sure you want to be the book guy?
38:59
[SPEAKER_02]: You sure, you know, that's kind of like not that cool.
39:02
[SPEAKER_02]: It's not that sexy.
39:03
[SPEAKER_02]: It's not the newest, latest greatest thing.
39:06
[SPEAKER_02]: I said, yeah, I'd rather be known for something, call me the known for nothing like, call me whatever you want as long as you call me.
39:11
[SPEAKER_02]: If I'm known for something, well, then I can translate that.
39:15
[SPEAKER_02]: And I think this is where it was really lucky.
39:18
[SPEAKER_02]: And this I didn't have a master plan for this, but eventually one day I realized, oh, this is my ticket in to all of the biggest rooms in the most successful people.
39:27
[SPEAKER_02]: All the most successful people want to write a book and I've got a really specific problem that I can solve for them.
39:33
[SPEAKER_02]: So now that just has opened up so many doors.
39:36
[SPEAKER_00]: Yeah, that's brilliant.
39:37
[SPEAKER_00]: It's so funny that that's such a crazy concept of like, do you know, do you want to be known as the book guy?
39:43
[SPEAKER_00]: Well,
39:45
[SPEAKER_00]: Do you want to make 80 million dollars?
39:47
[SPEAKER_00]: I don't care what I'm, that's where people you know, mistake the whole being known for a thing.
39:55
[SPEAKER_00]: You know what I found about that is, because I help a lot of people who are insecure about wanting to be known about something that comes easy to them, they want to be known about, they want to be known for something that they aren't even yet.
40:08
[SPEAKER_00]: And what I mean by that is, I want to be known as a motivational, inspirational speaker.
40:15
[SPEAKER_00]: It's like, but you're really good at helping, you know, female CEOs be productive.
40:21
[SPEAKER_02]: Yeah.
40:22
[SPEAKER_00]: So, but I was, I was very helpful helping people make videos.
40:28
[SPEAKER_00]: But because I was who I wasn't, I believed in what I was talking about, I was inspirational to those people watching that content.
40:33
[SPEAKER_00]: And so, I never want to allow my insecurity for something that comes easy to me
40:41
[SPEAKER_00]: to not to like limit me and I think that's what people think I don't want to be limited it's like no You're not being limited you're actually allowing yourself to be easily received because now they know how to receive you I know it's just like an interesting concept which I think so much identity work has to happen before you put these words on them
40:58
[SPEAKER_02]: book, you know, on paper, you've heard about the four types of competency, the four levels of competency, so I think what you're talking about is either conscious competence or unconscious competence.
41:13
[SPEAKER_02]: So the kind of whole premise is conscious competence, these are the things I'm good at that I know that I'm good at, unconscious competence, I'm good, I don't even fully realize it and then there's obviously, you know, conscious
41:28
[SPEAKER_02]: unconscious incompetence that's my blind spot.
41:31
[SPEAKER_02]: I think that as it relates to people helping people or even books We see that all the time is there's that either that unconscious confidence or that thing that they're just really good at that They're tired of talking about
41:44
[SPEAKER_02]: But yeah, yeah, no, no, no.
41:45
[SPEAKER_02]: I'm over here.
41:45
[SPEAKER_02]: I'm the motivation.
41:47
[SPEAKER_02]: I want to talk about how to live an epic life.
41:49
[SPEAKER_02]: It's like, well, no one cares about that broad notebook.
41:52
[SPEAKER_02]: That's been written thousands, tens of thousands of times.
41:55
[SPEAKER_02]: Help female CEOs be more productive.
41:58
[SPEAKER_02]: That is a dream come true.
41:59
[SPEAKER_02]: And it's going to be the most lucrative book that you could ever write.
42:02
[SPEAKER_02]: So I think there's a lot of parallels there of taking the thing that you're already good at and just owning it.
42:08
[SPEAKER_00]: Good.
42:09
[SPEAKER_00]: When it comes to these books you helped write or a part of writing, who had like the most.
42:17
[SPEAKER_00]: I guess we can go biggest launch, and then we can also go just like has made the most money from.
42:22
[SPEAKER_02]: Yeah.
42:23
[SPEAKER_00]: Yeah.
42:23
[SPEAKER_02]: One of my favorite niche massive success stories is this guy named Bill Cerroca.
42:30
[SPEAKER_02]: He wrote a book for mobile notaries.
42:33
[SPEAKER_02]: And I mean, that has created seven figure business on the back end.
42:37
[SPEAKER_02]: All kinds of speaking that book has almost two thousand reviews on Amazon.
42:41
[SPEAKER_02]: And when he told me that idea, I'm thinking it would be
42:43
[SPEAKER_02]: What is a mobile memory like I mean I know I told you to niche down.
42:47
[SPEAKER_02]: This is real specific I think that's a really fun use case, but then we've had a bunch of people on the real estate space who I mean have raised millions if not tens of millions of dollars on the fund and
43:00
[SPEAKER_02]: on the back end of the book or add it a million square foot in real estate in their portfolio because people read the book and then they say oh yeah this is great you're obviously the expert I don't want to do this can I just invest with you and so kind of sprouting off different arms of their business I would say that's that's been really good and then the
43:21
[SPEAKER_02]: I mean the one and coming up that I'm super excited about this kind of the dream come true is the Tony Robbins and Dean Grasioci book and so hopefully that'll be on the wall as the biggest, biggest, most successful book we've ever done.
43:34
[SPEAKER_00]: That's cool.
43:36
[SPEAKER_00]: Where are you in regards to, do you put QR codes throughout the book, do you put at the end, do you put like, yeah, I don't I mean, yeah, I know that's like a very like foundational question.
43:48
[SPEAKER_00]: It's great pictures in books,
43:52
[SPEAKER_02]: I think, so there's a stat, 20% of books that get started get finished.
43:59
[SPEAKER_02]: And so what most logical people would think, this is what I thought when I published my first book, I'm going to have this whole great book, and at the very end, I'm going to say, hey, here's how you can take the next steps, and then everyone's just going to do it.
44:09
[SPEAKER_02]: And then we started moving thousands of books, and we looked at our opt-ins, and there were nothing.
44:15
[SPEAKER_02]: Think of what is going on here and that's when it dawned on me that hey people aren't even getting to the thing So that's when we just flipped it and we said at the beginning of that of our books what do we do and what we recommend?
44:26
[SPEAKER_02]: Is right up front we say here's the audiobook for free and here's a video summary because what's the last thing people want to do read the book?
44:34
[SPEAKER_02]: And they probably don't even have time to read the book.
44:36
[SPEAKER_02]: So if we can solve that problem for them, they're more likely to consume the content, which means they're more likely to become a customer.
44:43
[SPEAKER_02]: So audio book, that's inherent value.
44:46
[SPEAKER_02]: They would pay 20 bucks for it.
44:47
[SPEAKER_02]: So then they automatically think, man, I really like this Chandler Bull guy.
44:51
[SPEAKER_02]: And there's kind of like if you've ever done the look inside an Amazon, you can preview.
44:56
[SPEAKER_02]: So a lot of times people think that I'm just an idiot, and I don't even know they could just get the audio book from free without buying the book.
45:02
[SPEAKER_02]: Of course I know that.
45:03
[SPEAKER_02]: It's how we just funnel hundreds, thousands of leads off of Amazon for people who don't even buy the book.
45:08
[SPEAKER_02]: Wow.
45:08
[SPEAKER_02]: I love that.
45:09
[SPEAKER_02]: That's free leads.
45:10
[SPEAKER_02]: But then the video summary, that's our best converting webinar of ESL that covers the main concepts in the book.
45:16
[SPEAKER_02]: So now we're turning more of our readers, not even really readers yet, into paying customers.
45:22
[SPEAKER_02]: And then the next page is, hey, if you want our help implementing all this stuff.
45:27
[SPEAKER_02]: Book a call with a team like here we can just help you implement all this stuff and then it gets into the actual book and so I think that playbook works really well.
45:35
[SPEAKER_02]: That's exactly what I would recommend for you and then there's you know added value calls to action kind of throughout the book Yeah, I want to do a link or a QR code or whatever else does it much matter.
45:47
[SPEAKER_00]: Yeah, when it comes to like
45:50
[SPEAKER_00]: Because something I like helping people with is crafting a master class or a signature presentation or introductory event selling, like crafting a presentation that is intended to move people into taking the next steps, where do you weigh, like giving away tactics in a book versus like shifting beliefs and identity inside the book?
46:14
[SPEAKER_02]: Yeah.
46:15
[SPEAKER_02]: I mean, I think it's a book.
46:16
[SPEAKER_02]: The goal of the book is to make them believe that they can do it.
46:20
[SPEAKER_02]: That's the most important thing, right?
46:21
[SPEAKER_02]: So it's to educate and inspire and teach, you know, teach, educate whatever you want to call it.
46:27
[SPEAKER_02]: But like, so I want to educate them.
46:29
[SPEAKER_02]: I want to inspire them by helping reframe beliefs.
46:33
[SPEAKER_02]: But then I'll also by sharing examples or case studies just to fight that, which that also helps.
46:38
[SPEAKER_02]: If you do it in a non-salesy way, it helps them realize, oh, I can work with them or on this thing, and here's because here's case studies of that versus you saying, work with me, please work with me, please work with me, you should work with me, I mean everybody kind of hates that in a book form.
46:54
[SPEAKER_02]: And so that's generally how I think about it.
46:56
[SPEAKER_02]: I would also say give away all of your best stuff for free, and people will pay you to tell it to them again.
47:01
[SPEAKER_02]: But then teach strategies, not tactics.
47:04
[SPEAKER_02]: And so that was a big mistake I made early on and this is a big mistake I see a lot of people make.
47:10
[SPEAKER_02]: is they teach the click-back-click.
47:12
[SPEAKER_02]: So my word will be like, hey, and here's how you upload it on Amazon.
47:16
[SPEAKER_02]: That book's outdated before you even publish it.
47:18
[SPEAKER_02]: Same, maybe with yours on some of the cutting-ish content tactical stuff.
47:22
[SPEAKER_02]: So teach timeless strategies and avoid the tactics that will become dated.
47:29
[SPEAKER_00]: It's so good.
47:30
[SPEAKER_00]: Yeah, man, I mean, I'm trying to think of like, what am I missing now?
47:33
[SPEAKER_00]: Because I feel like you helped me build the confidence to know that this is a no-brainer thing that we should be doing in our business.
47:43
[SPEAKER_00]: How to get it out there with what we're already doing.
47:46
[SPEAKER_00]: And how this one thing we can implement in the business is honestly how we could scale without doing more.
47:53
[SPEAKER_00]: I mean,
47:54
[SPEAKER_00]: that's because that's usually what you ask me like you know what do you think is next for your business or like how you're going to grow it.
47:59
[SPEAKER_00]: I was like I'm I'm very slow to add more to the business that's going to require more time because I really do like this business has given.
48:07
[SPEAKER_00]: us the lifestyle, a dream lifestyle, where we're enjoying the work, and we also have a lot of time to do things we want to do.
48:17
[SPEAKER_00]: So that's why every opportunity, I weigh it very carefully, like I get down a lot of speaking invites I turn a lot of things that I could be doing because it comes at the mercy of the lifestyle.
48:28
[SPEAKER_00]: I actually number one prayed for and now I'm living in and I don't want to compromise that.
48:33
[SPEAKER_00]: But it's just cool to see how powerful this could
48:37
[SPEAKER_00]: just take us to the next level.
48:39
[SPEAKER_02]: Yeah.
48:40
[SPEAKER_02]: And so I guess maybe the the final component of that that I would think about a shower is you because yes, is it going to be a net add in this near term if you choose to do it?
48:50
[SPEAKER_02]: Yes.
48:51
[SPEAKER_02]: But then kind of what we were talking about earlier, okay, it's 100 hours.
48:54
[SPEAKER_02]: Yes.
48:54
[SPEAKER_02]: See a couple hundred hours.
48:56
[SPEAKER_02]: to create an asset that exists for years and so if there's it's not a hamster will I think so many people just are chasing cancer will revenue and so then they then they wonder why they look up and oh man I've gotten like writing on this ad's hamster will or I'm writing on whatever it's an asset and so that's the mindset shift but then I would
49:15
[SPEAKER_02]: say what are the things that you're doing which just based on our conversation right before this is like okay there's a few challenges a year there's ads there's content like what are the existing pillars and then how do we just integrate this into that to make them more effective not to be some side-questored new thing
49:31
[SPEAKER_02]: And that's how I would think about it.
49:33
[SPEAKER_02]: So then I would say, OK, with the challenges, how do they work?
49:35
[SPEAKER_02]: Are they free?
49:36
[SPEAKER_02]: Or are they paid?
49:37
[SPEAKER_02]: Is there an upsell?
49:38
[SPEAKER_02]: Obviously, the main goal is to get them into the coaching program, add a ton of value.
49:42
[SPEAKER_02]: They know that you're real, that you're legit.
49:44
[SPEAKER_02]: And then it's obvious, well, hey, if you're serious about this, work with us, OK, well then, how do I integrate the book into that?
49:49
[SPEAKER_01]: Yeah.
49:49
[SPEAKER_02]: Can I use that on the front end to get them to register and show up?
49:53
[SPEAKER_02]: Maybe they show up.
49:53
[SPEAKER_02]: They get it at the copy of the book.
49:55
[SPEAKER_02]: Can I use that?
49:56
[SPEAKER_02]: Maybe as if there's a,
49:58
[SPEAKER_02]: VIP pass or all access pass or something.
50:00
[SPEAKER_02]: Okay, what can I use that to boost that?
50:03
[SPEAKER_02]: So that's kind of how we're looking under the hood, obviously, with Dean and Tony, but with anybody who has this kind of model, it's like, okay, well, you've already got the hardest parts.
50:14
[SPEAKER_02]: done.
50:15
[SPEAKER_02]: Now let's just integrate the book in a way that makes it a lot more lucrative.
50:19
[SPEAKER_02]: And then maybe is when when you launch it is a one-time big pop in addition to all that stuff, but really the ongoing is just integrated.
50:27
[SPEAKER_02]: So it's kind of maybe the questions that I would be asking or things that I would be thinking about.
50:32
[SPEAKER_00]: That's good.
50:33
[SPEAKER_00]: You know one of the books that Tim Ferris did was like the tools of the Titan, right, or where he's kind of
50:40
[SPEAKER_00]: Every chapter is just a stand-alone thing, you know, like with, I don't know, we've had 140 podcast episodes, and I've been able to interview some of the brightest minds around one idea or one concept.
50:55
[SPEAKER_00]: I've thought of,
50:56
[SPEAKER_00]: turning those conversations into chapters and then, you know, making some for it, like, maybe it's like a coffee table book or something like that.
51:04
[SPEAKER_00]: Yeah, I don't know what, what's your philosophy or even perspective on creating books like that.
51:10
[SPEAKER_02]: Yeah.
51:12
[SPEAKER_02]: No, if it's Tim, I think it's a dumb format for most people.
51:15
[SPEAKER_00]: Okay.
51:17
[SPEAKER_02]: Now, it doesn't mean it won't work.
51:18
[SPEAKER_02]: It doesn't mean that couldn't be a six-figure lever in the business, but it certainly wouldn't be the first book that I would recommend, because if you just think about it for a reader's perspective, I think a lot of people are attracted to it because it's easy to write.
51:32
[SPEAKER_02]: It's like, oh, yeah, that's one right, super easy, but I have never read one of those books.
51:37
[SPEAKER_02]: Nor do I get all that excited about those books, and especially in an H of A I, I would just say, hey, yeah, just tell me what those things were, because it's the kind of like a nugget per chapter versus what I think about is a good book, drives towards an outcome that the person who reads it,
51:54
[SPEAKER_02]: is also your ideal customer and your business helps them get that outcome.
51:58
[SPEAKER_02]: So it is the book, and so it's just so directly aligned.
52:01
[SPEAKER_02]: And I think also as a reader, you know, that's what I am looking for in books that I read.
52:07
[SPEAKER_02]: And so I think that's that is a way better model.
52:11
[SPEAKER_02]: And now sure maybe down the road, if you choose to do that, maybe have someone on your team do it.
52:16
[SPEAKER_02]: But then it come back to me.
52:18
[SPEAKER_02]: It's like am I going to put my name on it?
52:20
[SPEAKER_00]: and feel good about it because if I don't what's the point yeah it's a maybe a short-term cash grab but so I don't I don't love the model doesn't mean it can't work yeah no that's awesome I think that's super helpful and um bright mind bro how could people connect with you
52:38
[SPEAKER_02]: Yeah.
52:40
[SPEAKER_02]: So we're building on media company.
52:41
[SPEAKER_02]: We're trying to be like you.
52:43
[SPEAKER_02]: We're, you know, growing a bunch of stuff on YouTube and I just got on Instagram for the first time a lot of year ago, which is kind of crazy.
52:50
[SPEAKER_02]: But I would say easiest way is selfpublishing.com for slash the department.
52:55
[SPEAKER_02]: So the DEPT, if people want to write a book, book a call with the team and we'll map out a plan to go out.
53:02
[SPEAKER_00]: Yeah, we'll post it in the show notes.
53:04
[SPEAKER_00]: I appreciate you coming on, bro.
53:06
[SPEAKER_00]: Maybe we'll be working together.
53:07
[SPEAKER_00]: Let's go.
53:08
[SPEAKER_00]: You know, if you want to be the reason.
53:10
[SPEAKER_00]: I've been, I've been pondering this idea for a long time.
53:13
[SPEAKER_00]: So I'm excited.
53:14
[SPEAKER_02]: We all let us know in the comments whether we should socially shake in the show.
53:19
[SPEAKER_00]: Dude, appreciate you.
53:21
[SPEAKER_00]: Thanks so much for being on.
53:22
[SPEAKER_01]: Thanks for having me.