Latest / Mrs. PIE / Unveiling the Art of Book Publishing: Insights and Lessons with Frank Zakari

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Unveiling the Art of Book Publishing: Insights and Lessons with Frank Zakari · Mrs. PIE

• 0:03
  Speaker 1: NIghtta.
• 0:04
  Speaker 1: All right, we are live, we are back and I am excited because I have been waiting to have this conversation with my friend, frank.
• 0:53
  Speaker 1: So, everybody, thank you so much for joining.
• 0:55
  Speaker 1: I miss his pie, where I'm going to be serving you a slice of inspiration.
• 0:59
  Speaker 1: I talk about faith, I talk about lifestyle, I talk about business content, but today we have Frank Zakari.
• 1:06
  Speaker 1: He's the co-founder of Trust, the Process Book Marketing.
• 1:09
  Speaker 1: You can see what it says, y'all under his name.
• 1:12
  Speaker 1: He's a multiple, five times bestselling, award-winning author.
• 1:16
  Speaker 1: He has been a radio TV host of life-altering events.
• 1:21
  Speaker 1: He's an Air Force veteran.
• 1:23
  Speaker 1: He's a fellow Parade Deck military influencer.
• 1:25
  Speaker 1: He's a keynote speaker.
• 1:27
  Speaker 1: He's just amazing, and so I am so honored that you would take the time to come here.
• 1:31
  Speaker 1: I do want to do a quick shout out for everybody who is watching us live on Parade Deck TV.
• 1:36
  Speaker 1: We know we have some connections issues on Facebook.
• 1:40
  Speaker 1: Y'all.
• 1:40
  Speaker 1: Y'all can pick up the podcast at the end of this week so you can hear all of what we've got to say.
• 1:45
  Speaker 1: But we're going to dive in.
• 1:46
  Speaker 1: So if you're watching YouTube, twitter, linkedin, you know everywhere please love and like and share and tell your friends about what's happening here.
• 1:53
  Speaker 1: If you want to talk about award-winning authors and how you get there.
• 1:58
  Speaker 1: This is the show for you.
• 1:59
  Speaker 1: So, frank, I think I was like I was trying to remember when am I going to get to talk to you?
• 2:07
  Speaker 1: I'm looking at the schedule, watching the dates go by and I'm excited that you're here.
• 2:13
  Speaker 1: So welcome and thank you so much for joining me.
• 2:16
  Speaker 2: It's always a pleasure talking to you, Shalyn.
• 2:18
  Speaker 2: You were on my show a few weeks ago and we had so much fun.
• 2:21
  Speaker 2: You were just so much fun to talk to Thank you.
• 2:26
  Speaker 1: All right.
• 2:27
  Speaker 1: So your expertise, you know, I know it goes beyond award-winning books and podcasting and radio hosting.
• 2:34
  Speaker 1: I love the way that and, for those of you all who are following Frank on social media, the way that he really engages with the communities and influencers and change makers and thought leaders.
• 2:45
  Speaker 1: Y'all need to follow him for real.
• 2:46
  Speaker 1: Okay, but in this episode because I'm hoping I'm going to get enough pass at you in the new year this episode I wanted to find out a little bit more about what you do and why do you do it.
• 3:00
  Speaker 1: And then we're going to talk about trust, the process.
• 3:02
  Speaker 1: So what do you do?
• 3:03
  Speaker 1: Tell the people what you do and why you do it.
• 3:05
  Speaker 2: What do I do?
• 3:05
  Speaker 2: It's like the forthcoming of my life.
• 3:10
  Speaker 2: I was a corporate executive for many years and had a change in my year-old status and all of a sudden I was single parent of two young daughters.
• 3:20
  Speaker 2: So I had to get out of high tech, where I was a tech executive for about 27 years.
• 3:24
  Speaker 2: I bought an insurance agency, which is like dying and going to hell when you go from tech being proactive to insurance being reactive.
• 3:31
  Speaker 2: Well, it was a means to an end.
• 3:35
  Speaker 2: I had to get my daughters to school, had to get them done.
• 3:37
  Speaker 2: So when the youngest one graduated from college, I was on the state a couple of years back, a few years ago, I sold the business and then it was not what I might do when I grow up, but at that time I was getting close to 60 years old.
• 3:51
  Speaker 2: What do you do now?
• 3:51
  Speaker 2: I don't own a rocking chair, I don't play golf, I don't like gardening.
• 3:56
  Speaker 2: So I tried to be retired, but it only lasted about a week and a half and then I was bored.
• 4:00
  Speaker 2: So I started basically just helping some nonprofit organizations, because that's kind of what you do.
• 4:07
  Speaker 2: So you just see how it goes.
• 4:10
  Speaker 2: And I had started writing some books and I wrote some books.
• 4:14
  Speaker 2: A few years back I wrote five books.
• 4:17
  Speaker 2: I didn't know what I had, had no idea what I was doing.
• 4:19
  Speaker 2: But I just wrote five books and the books were pretty good.
• 4:23
  Speaker 2: But I didn't know what I was doing and I didn't understand the system at all.
• 4:26
  Speaker 2: So we sold maybe a lot in total between the five of them together maybe 200 copies of the books.
• 4:33
  Speaker 2: So I thought, well, this was fine, but this is getting me a little.
• 4:37
  Speaker 2: So I stopped for quite a while and then I got radio show.
• 4:43
  Speaker 2: I got a touch by voiceamericodecom, who contacts everybody, and they said hey, frank, we want you to write a do a business show.
• 4:52
  Speaker 2: And I said, not interested, no, no, I don't like business shows, I don't want to be trying to invest, man, that's boring, I don't want to do that.
• 5:01
  Speaker 2: But they were real persistent.
• 5:03
  Speaker 2: They kept calling and calling and calling and they finally said well, what do you want to do?
• 5:05
  Speaker 2: And I said I want to do life altering events.
• 5:09
  Speaker 2: I want to talk to people who've had something happen in their life that altered the trajectory of where they thought their life was going, and what they ended up finding is the life that they apparently was forced upon them.
• 5:22
  Speaker 2: It's better than the life that they thought they were going to go to or the path that they were on, and so that's what I wanted to do.
• 5:30
  Speaker 2: So I did that for about 69 weeks, I think it was.
• 5:33
  Speaker 2: We had 240,000 listeners in 42 countries.
• 5:36
  Speaker 2: It was a lot of fun, but live radio is tough.
• 5:40
  Speaker 1: Yes, it is?
• 5:41
  Speaker 2: It's like 8 o'clock Tuesday.
• 5:44
  Speaker 2: 8 o'clock am California time Tuesday.
• 5:47
  Speaker 2: Is the person going to show up on time?
• 5:50
  Speaker 2: Wow Live.
• 5:51
  Speaker 2: Sometimes it would come to the studio.
• 5:55
  Speaker 2: The studio was in Phoenix and sometimes I would do it from the studio and one day they got in an accident.
• 6:00
  Speaker 2: No way there.
• 6:02
  Speaker 1: So I went it's live.
• 6:04
  Speaker 2: You got to go on.
• 6:04
  Speaker 2: So you have your show and your notes and your ideas, and then you have a contingency plan in case nobody shows up and you just basically do animal designs.
• 6:17
  Speaker 2: You know what the overhead does, but it was a lot of fun.
• 6:21
  Speaker 2: One of my guests, kathleen Canavas, who does dreams, dream interpretations and stuff In fact.
• 6:30
  Speaker 2: Dreams is how she determined she had breast cancer Three times.
• 6:34
  Speaker 2: Oh wow, she discovered two dreams before the doctors even figured it out, wow.
• 6:40
  Speaker 2: So I did talk to her.
• 6:41
  Speaker 2: She was on the show a couple of times and then she calls me up and says, frank, you got to start writing again because you're too good not to do this.
• 6:47
  Speaker 2: And I said, kat, I wrote five books.
• 6:50
  Speaker 2: It was my most heartbreaking experience of my life.
• 6:53
  Speaker 1: No.
• 6:53
  Speaker 2: I'm not putting myself through that.
• 6:55
  Speaker 2: And she said well, I'm going to help you, so we're going to do this.
• 6:58
  Speaker 2: We're going to do a series of three books.
• 6:59
  Speaker 2: We're standing up being four books, so we called it the business secret series.
• 7:04
  Speaker 2: So there were four books, and the first one was about business.
• 7:09
  Speaker 2: Speakers are walking out of water, things that are going to happen to you in business, that you may not even see coming, but they're going to happen.
• 7:15
  Speaker 1: Yeah.
• 7:15
  Speaker 2: Be prepared.
• 7:16
  Speaker 2: Okay, here's real life experiences.
• 7:19
  Speaker 2: And that one went to number one.
• 7:21
  Speaker 2: I thought, wow, how about that?
• 7:23
  Speaker 2: And then people came back and said, well, that was good, Frank, but I think I got my professional life under control.
• 7:29
  Speaker 2: But my personal life stayed.
• 7:31
  Speaker 2: And so Kat told me that she was much ready to look about that.
• 7:35
  Speaker 2: Frank, you failed in marriages and relationships a whole bunch of times.
• 7:38
  Speaker 2: So I looked at your alley.
• 7:40
  Speaker 2: Okay, thanks, Kat.
• 7:43
  Speaker 2: So we wrote that one about personal relationship landmines.
• 7:47
  Speaker 2: That went to number one Wow.
• 7:49
  Speaker 2: And then we had people saying, okay, I think I've got that under control, but I'm stuck.
• 7:54
  Speaker 2: Everybody gets I don't care house access.
• 7:56
  Speaker 2: Yeah, we're going to be stuck at some point.
• 7:58
  Speaker 1: Absolutely.
• 7:59
  Speaker 2: Third book was about how to get unstuck.
• 8:01
  Speaker 2: It went to number one.
• 8:02
  Speaker 2: It got an award, a national award, and then we did the three.
• 8:06
  Speaker 2: And then I told Kat, I want to do one with veterans, I want to do a book where veterans write a chapter in a handbook.
• 8:15
  Speaker 2: So we got the total cook mantel of 19 veterans or parents of veterans or children of veterans, and they wrote a chapter and wrote that book and it went to number one.
• 8:25
  Speaker 2: So I was like, wow, melissa Van Oz we may or may not know was my partner and she and I were doing these books together.
• 8:32
  Speaker 2: And we said, okay, we got to figure this out, because you've written some books, I've written some books and we're getting nothing.
• 8:38
  Speaker 2: So we started learning, we started getting into how do you play this game, because if you don't know how to play the game, if you don't know what the rules are, you can't play the game.
• 8:47
  Speaker 2: That's right.
• 8:48
  Speaker 2: We learned the rules and then we started coming up with little processes and we tested them on ourselves first.
• 8:54
  Speaker 2: Okay, so we're going to try to build a campaign, a whole marketing promotion campaign.
• 9:00
  Speaker 2: Right, we're going to start three months before the book is released.
• 9:04
  Speaker 2: First thing, pre-release who are you, frank's a car, and why should anybody care?
• 9:10
  Speaker 2: Right?
• 9:11
  Speaker 2: So we're gonna have that break.
• 9:12
  Speaker 2: Here's Francis.
• 9:13
  Speaker 2: What he does is good.
• 9:14
  Speaker 2: Then, little things about who Frank is.
• 9:16
  Speaker 2: We go to the launch right now.
• 9:19
  Speaker 2: I know Frank is here's the book that we've been telling you about.
• 9:23
  Speaker 2: This is why you get that book.
• 9:24
  Speaker 2: We have a whole campaign on that, all right, and it goes to launch day.
• 9:28
  Speaker 1: No, we, what we learn show was launch day is Magic.
• 9:34
  Speaker 2: That's magic because if you don't hit best seller on launch day or the next day after.
• 9:40
  Speaker 2: You're not going to get there, it's not clown, okay.
• 9:44
  Speaker 2: So we learn gear everything for the launch, and what we did differently than most people Was we actually do the campaign.
• 9:52
  Speaker 2: Okay, we eat the content, we send it to the author and say post this on these days at these Times, right, wow, let's, we don't want to get it.
• 10:03
  Speaker 2: We want to log into your system and so you post them.
• 10:05
  Speaker 2: So we do a social media campaign, we do an email campaign and we'll create the emails Suggested emails and send it to the author on this day at these times.
• 10:16
  Speaker 2: You send these to these people.
• 10:17
  Speaker 2: Okay, we do live video training and we give them a script, say these words or similar to that right.
• 10:27
  Speaker 2: Yeah and then then you go launch day and everybody is watching and seeing where it's coming from.
• 10:34
  Speaker 2: You're constantly watching KDP, which is the yeah, amazon, yeah Kendall, oh, when you hit number one best-selling new release and you look at you put in name of your book yeah, come from.
• 10:49
  Speaker 2: On the screen it says number one best-selling new release.
• 10:51
  Speaker 2: So you take a screenshot immediately Okay, you did it.
• 10:55
  Speaker 2: Yay, we got there.
• 10:57
  Speaker 2: We become very good at picking multiple categories.
• 11:01
  Speaker 2: So all of a sudden, about now, the book becomes a best-selling multiple categories.
• 11:05
  Speaker 2: All right, let me go post launch.
• 11:08
  Speaker 2: Post launch is we got to keep you relevant because you have a 30-day window to make magic.
• 11:14
  Speaker 2: 30-day window.
• 11:15
  Speaker 2: Okay.
• 11:16
  Speaker 2: So we then say we're gonna get you on podcast.
• 11:19
  Speaker 2: We'll get you on the Shelly's podcast and my yeah and other people that I know podcast.
• 11:23
  Speaker 2: We've got a best-selling, award-winning news report.
• 11:27
  Speaker 2: It's quite an article.
• 11:28
  Speaker 2: Wow press release, because nobody means plus releases.
• 11:32
  Speaker 2: No News article that we're gonna send out to 14 or 15 publications.
• 11:37
  Speaker 2: Now we don't know how many are gonna pick it up, but when the award-winning writer, news writer, news report sends out a thing, somebody's gonna pick it up.
• 11:46
  Speaker 2: Yeah, also, when we did, it was picked up by 400, 400 publications which had a which had a readership of over 1.8 million people.
• 11:55
  Speaker 2: So 1.8 million people these Were aware.
• 11:59
  Speaker 2: So they saw this or that, they read or didn't actually on it, but they had, they got the exposure.
• 12:05
  Speaker 2: Yeah we'll sit down with the authors and say, no, what do you want to do?
• 12:08
  Speaker 2: It's the first thing we go back to.
• 12:10
  Speaker 2: Was first questions why?
• 12:11
  Speaker 2: Why do I read?
• 12:12
  Speaker 2: And people would say to me so I grew up with back in Dunkirk, new York, my hometown, my whole life.
• 12:19
  Speaker 2: She said, frank on a writer book so I can do something for my grandchildren.
• 12:22
  Speaker 2: I Said we're not the right people.
• 12:26
  Speaker 2: But since I've known you, since we were five years old, I will help you do that.
• 12:32
  Speaker 2: But that's the first question.
• 12:34
  Speaker 2: If you're gonna write a book, you're not gonna get rich writing a book unless you're Bernabe Brown or Simon yeah.
• 12:40
  Speaker 2: Yeah, other than that, you're not gonna make a lot of money selling books.
• 12:43
  Speaker 1: Well, even then, they're making speaker fees, like there's other, there's other streams.
• 12:47
  Speaker 1: You're talking all about the book, but it's not Exactly yeah look opens the door.
• 12:53
  Speaker 2: The book is a ticket to the dance that gives you speaking engagements, it gives you membership programs, it gets you a lot of other things For additional revenue streams, but the book gives you credibility because of its last year, 2022.
• 13:07
  Speaker 2: 4 million, 4 million books were in the United States, or man?
• 13:13
  Speaker 2: Okay, now, I'm not good at math, but that comes out to 77,000 a week, a week.
• 13:19
  Speaker 2: So what do you do me to differentiate yourself?
• 13:22
  Speaker 2: Amazon has the top 100 best-selling new releases.
• 13:26
  Speaker 2: Okay, they have top 100.
• 13:27
  Speaker 2: 77,000 books come out.
• 13:29
  Speaker 2: 76,900 people are upset Every week and clinic make.
• 13:35
  Speaker 1: Who didn't know about free?
• 13:38
  Speaker 2: They didn't get in the top 100.
• 13:40
  Speaker 1: But Melissa and I would do when we talked to people.
• 13:43
  Speaker 2: First thing we tell them is why you are a book number two.
• 13:46
  Speaker 2: Do you want to be a number one best-selling?
• 13:48
  Speaker 2: Because if you don't, then we're getting.
• 13:50
  Speaker 2: We say nicer than this.
• 13:51
  Speaker 2: But we're really not interested, unless you want to get to that kind of point.
• 13:54
  Speaker 2: Because when you're out trying to get a speaking engagement or yeah and what you're doing, and somebody says, well, I'm a public author and so what's?
• 14:05
  Speaker 2: I've been saying thousand people last week or two, but I'm a number one one author and here's my topic so you can increase your credibility and your authority, which then gives you more of a.
• 14:18
  Speaker 2: You stand out better.
• 14:20
  Speaker 2: Yeah, with that, and so that's how to trust the process came into being was just Melissa van Austin, I sitting together and she's in Washington DC.
• 14:30
  Speaker 2: I'm in California, arizona.
• 14:32
  Speaker 2: We have never physically been in the same room at the same time.
• 14:35
  Speaker 2: That's okay, and we have put this program together.
• 14:40
  Speaker 2: That's 11 consecutive books, the last 11 consecutive books in a 22 month window.
• 14:46
  Speaker 2: All went to number one.
• 14:47
  Speaker 2: Oh my god all the way the process, and sometimes you get a lot of pushback from some what radius?
• 14:54
  Speaker 2: Because an author author wants to get the book done.
• 14:57
  Speaker 2: That's yeah, I'm writing this book.
• 15:00
  Speaker 2: You go through all and authors are some of the most.
• 15:04
  Speaker 2: What's the word I'm looking for here?
• 15:09
  Speaker 1: I'm in this group, I understand.
• 15:12
  Speaker 2: Yes, they are there.
• 15:13
  Speaker 2: They're paying it constantly.
• 15:14
  Speaker 2: Anybody gonna read.
• 15:15
  Speaker 2: This is just a right word.
• 15:16
  Speaker 2: What should I say here?
• 15:21
  Speaker 1: Yes.
• 15:23
  Speaker 2: So you were your part, counselor or counselor than you are anything else.
• 15:28
  Speaker 1: Yeah.
• 15:29
  Speaker 2: So you're walking them through this thing and we call to trust the process because we went off or the driving is crazy.
• 15:35
  Speaker 2: Better keep coming.
• 15:36
  Speaker 2: Just trust the process, it works.
• 15:41
  Speaker 2: Just trust the process right.
• 15:44
  Speaker 2: And so Most of them I looked at each other was that's what we'll call the program trust the process.
• 15:49
  Speaker 2: Because we say it all the time.
• 15:51
  Speaker 2: And what's really interesting is when you, when you create- in the content.
• 15:56
  Speaker 2: And we get a copy of the, the manuscript, first, and we talk to the authors first.
• 16:01
  Speaker 2: We get a feel for what it is that they want to get across first, because we're creating the content and we send it to them, said post it, how they can.
• 16:07
  Speaker 2: They can either post it or not.
• 16:09
  Speaker 2: They can tune it up if they want to create.
• 16:12
  Speaker 2: One guy who's a professor, professor, george Town University Professor, would send a thing to him and then he would write a dissertation and post it on social media.
• 16:23
  Speaker 2: And so we were trying to mostly say Maybe if this is in a classroom, maybe somebody would do it, but in social media nobody's doing it, nobody cares.
• 16:38
  Speaker 2: They see your name.
• 16:39
  Speaker 2: Oh, that's interesting.
• 16:40
  Speaker 2: How many?
• 16:41
  Speaker 2: No, I'm not reading that.
• 16:43
  Speaker 2: So he was a challenge.
• 16:46
  Speaker 2: But we got to the number one and nine categories and we finally just said trust a process.
• 16:52
  Speaker 2: So we got his assistant because he was very successful.
• 16:55
  Speaker 2: He told her just post what we sent him to you.
• 16:58
  Speaker 2: Okay, don't even ask him, just post, don't even ask him.
• 17:02
  Speaker 1: I love that.
• 17:04
  Speaker 2: Use these hashtags, tag these people, right, and then eventually these sort of calm down a little bit, but it's a lot of fun it's.
• 17:15
  Speaker 2: We meet with the author during the process once a week for kind of an update.
• 17:20
  Speaker 2: Okay, how are you doing?
• 17:22
  Speaker 2: Where's it coming?
• 17:23
  Speaker 2: What kind of feedback are you getting?
• 17:25
  Speaker 2: What kind of groups are you belong to the people who are responding to you?
• 17:30
  Speaker 2: Who are they?
• 17:31
  Speaker 2: You know, show you, tag us, melissa and I, so we can look and see who else is looking at it, and then we go look at those people.
• 17:38
  Speaker 2: Now, who are they?
• 17:39
  Speaker 2: Oh, this is surely Jeff Cole, surely.
• 17:40
  Speaker 1: Jeff Cole.
• 17:41
  Speaker 2: My God, she's like he's the Oprah of parade depth.
• 17:45
  Speaker 2: That's true.
• 17:46
  Speaker 2: You have to, we have to make sure we keep it, her in the loop, because this is somebody who can if they posted or reposted or share it, that is a great deal of weight.
• 18:00
  Speaker 2: So that's kind of how it how it evolved.
• 18:04
  Speaker 2: I never dreamed that I would be doing this, however, it just sort of happened and it's it's like when I spoke, you just sort of follow the signs.
• 18:14
  Speaker 1: That's right.
• 18:15
  Speaker 2: And the universe, scott, scott Mason.
• 18:18
  Speaker 2: I love Scott Mason, he's an interesting guy and he says you know, frank, sometimes I just didn't pay attention in my former life to what the universe was telling me and it hit me in the face with a two by four.
• 18:31
  Speaker 2: I said I can relate, scott.
• 18:34
  Speaker 2: I got hit with the two by four more than once and it's like the door keeps opening.
• 18:40
  Speaker 2: Why are you not going through that door?
• 18:42
  Speaker 2: So we started just to have faith, trust the process, follow the path and it's turned out to be very, very well.
• 18:50
  Speaker 2: Now that's opened up some speaking engagements which are now starting again.
• 18:54
  Speaker 2: We've got a program now, melissa and I, to speak at colleges and universities to different student type groups.
• 19:03
  Speaker 2: And she talks a great deal about resiliency.
• 19:07
  Speaker 2: Oh, wow, being it's used as a tree as an example, there's a tree is out in the elements and it's doesn't have any protection, but it survives and it grows and it expands because it has its resilience, its strength, from the ground, from the roots.
• 19:25
  Speaker 1: That's right, it's rooted.
• 19:26
  Speaker 2: Roots up and I'll talk about that.
• 19:30
  Speaker 2: The secret quality of our life are based on the quality of our relationships.
• 19:33
  Speaker 2: And when you're talking to younger people, my daughters are now 30 and 35, but I, single parents with two teenage daughters, okay, which is really tough, and you're like why?
• 19:46
  Speaker 2: Because I was never a teenage girl.
• 19:49
  Speaker 2: So this is, this was really a challenging part of my life, but it was.
• 19:53
  Speaker 2: It's still the quality of your relationships.
• 19:57
  Speaker 2: Okay, what are the landmines that are going to prevent you from having a quality relationship?
• 20:00
  Speaker 2: Well, a big one is you're making the same mistake over and over again, or following the same pattern over and over again.
• 20:07
  Speaker 2: Right, and so after I, then wife had left and we're going through counseling with my daughters, so they would meet with the counselor individually, then they would meet with her together, then I would make them as a group, we didn't have all we were doing is meeting with counselors.
• 20:23
  Speaker 2: And then I was, I was alone with that, and the counselor said to me Frank, here's your situation.
• 20:30
  Speaker 2: Because she says what do you want out of this?
• 20:32
  Speaker 2: And I said I just want my daughters to be happy, I want to get them through this, I want to fix them.
• 20:37
  Speaker 2: I can put your sword and she said well, number one, you can't fix this, that's right.
• 20:43
  Speaker 2: They're going to have to process it.
• 20:45
  Speaker 2: So here's what you're going to have to do.
• 20:47
  Speaker 2: It's going to be really hard for you, frank.
• 20:49
  Speaker 2: You're going to have to know how to listen, deep listen.
• 20:53
  Speaker 2: You're going to have to validate feelings.
• 20:56
  Speaker 2: You're going to have to pose a third.
• 21:01
  Speaker 2: When she said I got it, but there were three things.
• 21:04
  Speaker 2: I'm a type A personality.
• 21:05
  Speaker 2: Oh my God, just see myself now.
• 21:09
  Speaker 1: But that's exactly what you're doing with your authors.
• 21:11
  Speaker 1: Yeah, exactly.
• 21:14
  Speaker 1: It's exactly the same in patients and patients and more patients.
• 21:17
  Speaker 1: Right, it's exactly the same skill set.
• 21:19
  Speaker 1: I want to ask you about the book launch and I know you know for those of y'all who are watching, because a lot of folks, by the way, a lot of folks, let's watch our replay, so they'll be sitting at home catching what we're saying, and a lot of these folks are budding authors or maybe they have already released a book.
• 21:35
  Speaker 1: Do you work with authors who have already published?
• 21:38
  Speaker 1: I'm also asking for a friend Do you work with it If the books been released, you got seven books.
• 21:46
  Speaker 2: If a book's been released, you have major up your bell.
• 21:48
  Speaker 2: So one of the things that we've said to.
• 21:51
  Speaker 2: One author released a book and she sold 20 copies of what she bought.
• 21:56
  Speaker 2: Them all oh, wow and very depressed.
• 22:00
  Speaker 2: And we said what can you do to help me?
• 22:04
  Speaker 2: And I said you already released a book.
• 22:06
  Speaker 2: Consider this Do a release a new revision.
• 22:11
  Speaker 2: A new revision something new, change the title, change the cover, add another chapter, something on those lines, so you can get it into a new category.
• 22:22
  Speaker 2: So now you got to fight a chance, because when she first talked to us, because this is not inexpensive to do this- you have to be sure, and that's a cost, the marketing campaigns a cost.
• 22:33
  Speaker 2: And so she said well, frank, you know I got big social media following.
• 22:39
  Speaker 2: That's wonderful, but it doesn't mean anything.
• 22:42
  Speaker 1: That's right.
• 22:42
  Speaker 2: And she said I'm going to have a launch party.
• 22:44
  Speaker 2: I said, okay, that's good.
• 22:47
  Speaker 2: How many people are coming to your launch party?
• 22:48
  Speaker 2: 150 people said it kind.
• 22:50
  Speaker 2: I said again I don't want to burst your bubble here, but at least something you were actually going to show up.
• 22:56
  Speaker 1: Maybe five, maybe five, right Four, and that's your family.
• 23:00
  Speaker 2: Yes, I spent all this time and energy going toward this that you could have been doing, toward a campaign to expand your reach.
• 23:08
  Speaker 2: And so there's so many myths in the publishing world.
• 23:14
  Speaker 2: In fact, melissa and I have done a little article on a short video talking about the various myths, and the biggest myth is my publisher will do my marketing and promotion for me.
• 23:26
  Speaker 1: Yeah, that is a myth.
• 23:27
  Speaker 2: That is a myth, because they're not.
• 23:30
  Speaker 2: No their jobs to get the book ready to be released.
• 23:33
  Speaker 2: That's their job.
• 23:33
  Speaker 2: And they might do a press release, but they're not going to do a marketing campaign for you.
• 23:37
  Speaker 2: That's the biggest myth number one.
• 23:39
  Speaker 2: And then the distribution house.
• 23:41
  Speaker 2: I don't want to pick any names here, but the distribution house will say well, we'll market it for you.
• 23:48
  Speaker 2: And this one big distribution house after my third book went to number one, they called me up and they said why are you not using us?
• 23:57
  Speaker 2: Do you know who we are?
• 23:58
  Speaker 2: And I said yes, I know who you are.
• 24:01
  Speaker 2: Do you know who I am?
• 24:02
  Speaker 2: They said well, we can put your book in Walmart.
• 24:06
  Speaker 2: Well, we can put it in bookstores, we can put it in Target, we can put it in.
• 24:10
  Speaker 2: And I said how are you going to do that?
• 24:12
  Speaker 2: And they said well, we have this, we've got an online catalog.
• 24:17
  Speaker 2: And I said like the old phone book, like the old big phone book.
• 24:21
  Speaker 2: And they said yeah, like that, just like that.
• 24:23
  Speaker 2: And I said so, I'm online big phone book.
• 24:26
  Speaker 2: And people in Walmart, they're supposed to go look it up and say, wow, it's a card, I want to buy that book.
• 24:33
  Speaker 2: And then I wrote 10,000.
• 24:35
  Speaker 2: And I said well, frank, if you get 10,000 books sold, then we'll put all of our muscle behind your marketing plan.
• 24:42
  Speaker 2: And I said if I get 10,000 books sold, I don't need you.
• 24:46
  Speaker 2: I've already figured it out, that's right.
• 24:49
  Speaker 2: Right, and so there's.
• 24:51
  Speaker 2: There's all these various myths, because one of the things that we found in all the research was an average, an average author, if you're lucky sells 250 copies of their book 250.
• 25:02
  Speaker 2: They make less than $500.
• 25:04
  Speaker 2: Okay, so all this type of energy and sweat and hope, and what did it end up getting?
• 25:10
  Speaker 2: And they're saying well, now I want to use it to go speak, engagement or whatever.
• 25:16
  Speaker 2: I say, okay, that's wonderful, but you better know the person real well that's paying you to speak.
• 25:20
  Speaker 2: Because, yeah, all these other people who have a best selling book that are maybe coming on the same type of topic that you're talking about, and one of the things I love about.
• 25:32
  Speaker 2: Parade Deck is because most everybody in the military, colonel, and the love of Kenneth Colonel, the love of the Leeds they're going to write a book on leadership and that's what they want to do.
• 25:43
  Speaker 2: And they said I've got 30 years of all this experience.
• 25:47
  Speaker 2: And I say to them and those in the military so I just say, with all due respect, sir, nobody cares, you were in the military for 30 years.
• 25:56
  Speaker 2: Now, if you're General Schwartzkopf or you're General Powell, who care?
• 26:01
  Speaker 2: But if you're not, don't care who you are Now, you're just another author.
• 26:06
  Speaker 2: So what are you going to do to differentiate yourself?
• 26:08
  Speaker 2: And that's what we can help you do putting this program together.
• 26:14
  Speaker 1: I love that In terms of how people get to work with you.
• 26:18
  Speaker 1: What is that?
• 26:20
  Speaker 1: I'm sure there's a website and all that information, but is it like an initial consult or what is that intake process like and how long does that take?
• 26:32
  Speaker 2: Someone will get ahold of a variety of ways through websites, through social media, through a writing coach who's helping the author and the author.
• 26:40
  Speaker 2: He says he'll say how are you going to market this?
• 26:42
  Speaker 2: She says you're looking at blood and so you need to talk to Frank and Melissa.
• 26:49
  Speaker 2: So what we always do is we have a Zoom call, maybe whoever finds it first.
• 26:55
  Speaker 2: So if Melissa finds somebody, she'll have one first.
• 26:57
  Speaker 2: And then if she says okay, yeah, they look good, then we'll have one together.
• 27:00
  Speaker 2: Okay, or I find somebody first and I say okay, then Melissa will get involved.
• 27:04
  Speaker 2: So we'll have a call together and we go through a whole series of questions, starting with number one why you want to write this book.
• 27:09
  Speaker 2: What are you hoping to achieve?
• 27:11
  Speaker 2: What's your long-term goal?
• 27:12
  Speaker 2: Do you want to have membership?
• 27:13
  Speaker 2: Do you want to do speaking engagements?
• 27:15
  Speaker 2: Are you going to Melissa?
• 27:16
  Speaker 2: She says are you just interested or are you invested?
• 27:22
  Speaker 1: Right, right right.
• 27:23
  Speaker 2: If you're interested you know there's a lot of different ways you can do it.
• 27:26
  Speaker 2: If you're invested and you're going to invest in yourself and in your business and you're going to use this book as a launching pad, then we'll continue the conversation, then we'll sort of break down.
• 27:37
  Speaker 2: We'll tell them roughly if you're serious and you want to write a book and you want to use it in your business, you better plan and spend between $16,000 and $15,000 between publishing and marketing.
• 27:49
  Speaker 2: Wow.
• 27:50
  Speaker 2: And people will go oh my God, I thought I could do it for like $700.
• 27:54
  Speaker 2: And I said you probably could.
• 27:57
  Speaker 2: It's not going to go anywhere, but you probably could.
• 28:01
  Speaker 2: You could self-publish and drive yourself crazy and try to get it out there, but it still comes down to marketing and promotion, because when I did the first five books, took me five books before I realized, uh, frankly, I did something wrong.
• 28:15
  Speaker 2: It was okay you write a book and you put on Amazon and everybody goes and buys it and then become rich.
• 28:21
  Speaker 2: That doesn't happen.
• 28:26
  Speaker 1: That's not it.
• 28:26
  Speaker 1: No, that doesn't happen.
• 28:29
  Speaker 2: They don't just come and get it.
• 28:30
  Speaker 2: You have to tell them to go and get it and tell them why to go and get it.
• 28:33
  Speaker 1: Why that's right?
• 28:35
  Speaker 2: And so once we started putting these campaigns together, the momentum starts picking up.
• 28:42
  Speaker 2: We tell these people you know, when you trust the process, magic happens and it's got to be.
• 28:49
  Speaker 2: There has to be that trust.
• 28:51
  Speaker 2: We say, Melissa, and I say no more than we say yes.
• 28:56
  Speaker 2: Yes, Because someone will say, well, I don't want to spend that kind of money.
• 29:01
  Speaker 1: But what's the range Like what's you don't have to give us like exact, but what's the range that someone you know would be spending with you guys to market?
• 29:10
  Speaker 2: If they're, if they have first, if they have a publisher, they're probably looking at $6,000 to $8,000 for a publisher, wow and then probably 8 to 10,000 for the campaign, depending on who they are or what area they're trying to get into.
• 29:26
  Speaker 2: One of the things that we found is a health and wellness.
• 29:31
  Speaker 2: 77,000 books come out of we probably 50,000 health and wellness.
• 29:39
  Speaker 2: So if you're, if, you're in that category, you're putting yourself in a very difficult position.
• 29:43
  Speaker 2: So part of the magic that we do is okay, what categories are we going to select?
• 29:50
  Speaker 2: But it's not going to be.
• 29:54
  Speaker 2: You're not going to be locking horns with money Brown or Simon Sinek.
• 29:58
  Speaker 1: Right yeah.
• 29:59
  Speaker 2: Now we don't know.
• 29:59
  Speaker 2: One of the don't knows is we don't know who's going to release a book on the release date.
• 30:03
  Speaker 2: So we don't know.
• 30:05
  Speaker 2: So we want to make sure that if Bernadette Brown or Simon Sinek releases a book, that one locking horns with them.
• 30:12
  Speaker 1: Yeah.
• 30:13
  Speaker 2: So it might be a category and a sub category.
• 30:16
  Speaker 1: Okay.
• 30:17
  Speaker 2: All right, and that's what we put together, and that's all the research that we do on behalf of the authors and say, okay, here's what you can put this, this is how this could work.
• 30:24
  Speaker 2: And then we go from there and it's a, it's nerve wracking, because on release day, because release day starts midnight, 1201 New York time, that's really stay until 1159.
• 30:41
  Speaker 2: That's the least day, right?
• 30:43
  Speaker 2: So I can't sleep?
• 30:47
  Speaker 2: Of course not, and I can't sleep, it's not my book, yeah, so I'm just watching, watching the results and watching the needle.
• 30:53
  Speaker 2: The one person we had had, a pretty good international, done work internationally, worked internationally.
• 31:01
  Speaker 2: Okay, midnight, midnight, new York is like 6am or something in London or something along those lines.
• 31:09
  Speaker 2: So I'm sitting there waiting.
• 31:11
  Speaker 2: Okay, let's look and see what it looks like.
• 31:13
  Speaker 2: So 12, 1205,.
• 31:16
  Speaker 2: I get online and I look it's right here, best seller, wow.
• 31:20
  Speaker 2: And then we have the European organizations that we have been nurturing and telling them hey, the book is coming, here's the date, here's the date, here's the date.
• 31:28
  Speaker 2: And then we put we always tell the author we're going to go book and print book.
• 31:34
  Speaker 2: A lot of people say my customers don't pay that way.
• 31:37
  Speaker 2: And I said what are you going to do in the book and print book?
• 31:40
  Speaker 2: Okay, and this is why.
• 31:42
  Speaker 2: Because in the world, in the Amazon world, the minute someone puts the credit card in and says enter, that counts as a sale.
• 31:51
  Speaker 2: Right now, when they buy a book, it doesn't count until the book is shipped.
• 31:57
  Speaker 1: Oh, I didn't know that.
• 32:00
  Speaker 2: Little things we discovered.
• 32:02
  Speaker 1: Oh, my gosh Okay.
• 32:05
  Speaker 2: Okay, so if you're not a big name and you put out a book and they say well, they'll ship it within two days.
• 32:13
  Speaker 2: But you know they're Frank's car, you're not Simon Sinek, so the book might be four days before it goes out, okay, so now you're missing that window to trying to get that best seller in.
• 32:26
  Speaker 1: Okay.
• 32:27
  Speaker 2: And it's spending a lot of time nurturing key people, key people that you know you can go to and say, hey, this is what I'm going to do.
• 32:37
  Speaker 2: I need your help.
• 32:38
  Speaker 2: I put something out where you share it, will you?
• 32:41
  Speaker 2: Will you say something about it?
• 32:42
  Speaker 2: Will you put it out there?
• 32:43
  Speaker 2: Okay, you're really good at it, because you know that LinkedIn in particular, if you put up a post and you don't get a response in the first 30 minutes, your post pretty much goes away.
• 32:54
  Speaker 1: That's right, it didn't happen.
• 32:56
  Speaker 2: Yeah, and now you're looking for it, now you're going.
• 32:58
  Speaker 1: Yeah, that's a good one.
• 33:00
  Speaker 1: Where did it go?
• 33:00
  Speaker 1: There is a strategy, y'all the stuff that we're doing on LinkedIn.
• 33:03
  Speaker 1: There is a strategy behind the madness.
• 33:06
  Speaker 1: It's not just throwing up posts for the sake of posting.
• 33:09
  Speaker 1: So I want to ask you before we run out of time and again for everybody who is maybe you're thinking about writing a book, maybe you're in the process of writing a book and if your intention is to have and become a bestselling and award-winning author, who again is leveraging the book for greater opportunities, Frank and his team, that's where you want to go, and I'm saying this I fully trust.
• 33:33
  Speaker 1: I'm not sending you anywhere where it hasn't been vetted and approved.
• 33:37
  Speaker 1: It's been vetted and approved by Mrs Pie and the entire Parade Deck community 6.6 million books.
• 33:43
  Speaker 1: Okay, so I wanted to find out, as you're thinking about, maybe, what's next for Frank.
• 33:51
  Speaker 1: What does that look like for you?
• 33:56
  Speaker 2: That's interesting because it's I like what we're doing with the trust, the process, and we'll keep that rolling.
• 34:04
  Speaker 2: What I really enjoy doing is speaking and doing things about quality of life based on quality of relationships, or how to think like a boss, or theory-versed reality.
• 34:20
  Speaker 2: Right, when I'll get out of school and you know full of this theory and you'll get that job and guess what?
• 34:27
  Speaker 2: Reality and theory don't quite match.
• 34:31
  Speaker 2: I really love doing that.
• 34:33
  Speaker 2: I became a NAMCA, n-a-m-c-a certified speaker, which is a group that works with colleges and universities.
• 34:41
  Speaker 2: But it's the dream.
• 34:47
  Speaker 2: Is you ever seen Garth Brooks?
• 34:49
  Speaker 2: I watched that and I saw him lie.
• 34:51
  Speaker 2: But I saw showbiz.
• 34:52
  Speaker 2: Garth Brooks right and he's on stage in the arena like the Dallas where the Dallas Cowboys playing right, hundreds of a thousand people, and he comes up.
• 35:07
  Speaker 2: You know the thing, the elevator brings him up on the stage and he is the stage and the crowd goes absolutely crazy, right?
• 35:15
  Speaker 2: I want to do that once, once in my life, I can give a talk and have that kind of scenario.
• 35:22
  Speaker 2: It's almost like now.
• 35:23
  Speaker 2: It would be like the Taylor Swift phenomenon, but I'm not gonna do it a hundred times like she does this, I just want to do it once.
• 35:31
  Speaker 1: Once.
• 35:31
  Speaker 1: I love that.
• 35:32
  Speaker 1: I love that and I love the fact that you know you're like me.
• 35:37
  Speaker 1: We dream really big and we actually try to make it happen.
• 35:39
  Speaker 1: That's the difference, right, you're a visionary in what you do and I just again, I just wanted to make sure that you know I set it opening Y'all if you have to figure it out.
• 35:48
  Speaker 1: I'm a fan of Frank's.
• 35:52
  Speaker 1: I'm also a fan of his amazing programming on YouTube streets, so that's another place.
• 35:58
  Speaker 1: You know, please go back and check out all of his videos.
• 36:01
  Speaker 1: Go back and check them out.
• 36:02
  Speaker 1: There's a really a good combination and compilation of interesting people that you're talking to and I am so honored.
• 36:10
  Speaker 1: Thank you so much for doing this.
• 36:13
  Speaker 1: This literally made my month.
• 36:15
  Speaker 1: I was like I can't wait to talk to Frank about you know just what you do, because you have such passion aligned to the purpose and what you're doing, and people need that encouragement.
• 36:25
  Speaker 1: People need to know that, yeah, you can actually, you know, really do something you love and enjoy.
• 36:31
  Speaker 2: It doesn't mean that it wasn't a tough fight to get here, right, because it takes work, but clearly, I was told when I first sold the company, I was deciding what I wanted to do and I kept saying no, right so he said, Frank, nothing's going to change until you do.
• 36:52
  Speaker 1: Oh, I love that and I want.
• 36:53
  Speaker 1: Okay, Nothing's going to change until you do I love that.
• 36:58
  Speaker 2: That was, that was the story.
• 37:00
  Speaker 2: You got me there, so I need to start saying yes more often.
• 37:04
  Speaker 1: And then as I, keep saying yes.
• 37:05
  Speaker 2: then, great, that came around and I was thinking, no, I don't want to do it.
• 37:10
  Speaker 2: Yes, listen, go do it.
• 37:11
  Speaker 2: I meet you and Mario and I meet Andrew.
• 37:15
  Speaker 1: Rico and on it goes.
• 37:18
  Speaker 2: Then grab the thing in November, las Vegas, because it's a six hour drive from me from here, from San Diego.
• 37:26
  Speaker 2: So I'll go down and start doing that and it's just simply decide what it is you want to do and then start moving forward, walking forward to it.
• 37:36
  Speaker 2: No, it's not going to be simple and someday you're going to take one step forward and three step backward.
• 37:40
  Speaker 2: Yeah, get up and you take that next step and keep going forward and just keep pushing and people will recognize.
• 37:48
  Speaker 2: I mean, I think Kobe Bryant one time said game recognizes game.
• 37:53
  Speaker 1: Yeah.
• 37:54
  Speaker 2: He saw a little clip.
• 37:57
  Speaker 2: Dirk Nivicki makes this shot.
• 37:59
  Speaker 2: It's unbelievable and he's pinning it on Kobe and he's just nodding his head and saying, good shot, nice play.
• 38:06
  Speaker 2: Yeah, because he's playing against them.
• 38:10
  Speaker 2: But you recognize, yeah, and as you put the time and energy and the effort in, people like Shelly are going to notice whatever you start doing on their shows, and that's you're going to start getting this exposure that you want.
• 38:22
  Speaker 2: And then it's just a matter of continuing the push and continuing the drive.
• 38:28
  Speaker 2: I was giving a talk to a group of business owners.
• 38:31
  Speaker 2: I said you have to.
• 38:33
  Speaker 2: You have to focus, stay committed to the plan, because success leads to complacency and complacency leads to failure.
• 38:43
  Speaker 2: That's true.
• 38:44
  Speaker 2: So stay on task and stay moving forward.
• 38:47
  Speaker 2: It's just a lot of fun.
• 38:49
  Speaker 2: It's a lot of fun trying to be something new.
• 38:52
  Speaker 2: It's sometimes a scary as hell.
• 38:55
  Speaker 1: Yeah, but it's fun.
• 38:56
  Speaker 1: I agree with you, it is absolutely.
• 38:58
  Speaker 1: We have a storm raging in Georgia now.
• 39:01
  Speaker 1: The lights are flickering.
• 39:03
  Speaker 2: Crazy.
• 39:04
  Speaker 1: So I'm going to I'm going to say thank you, hang out for a minute in our back room.
• 39:10
  Speaker 1: But for everybody who's watching, again, I will drop the contact information for Frank.
• 39:15
  Speaker 1: It's also in our description, but please, please, make sure that you're following Frank to get information Also.
• 39:22
  Speaker 1: He's got great posts.
• 39:23
  Speaker 1: I know a lot of folks that watch me are on LinkedIn as well, so follow Frank.
• 39:27
  Speaker 1: That way, you can stay in tune with what's happening and get some of his free advice.
• 39:31
  Speaker 1: This is awesome.
• 39:33
  Speaker 1: Thank y'all so much for watching and have a great, great rest of your day.
• 39:37
  Speaker 1: Thank you, thank you, thank you.