We dive into why Verne based his book on the habits of Rockefeller, and how Verne went from a traditional book style to more of a textbook on steroids style in Scaling Up. He also shares a trick to finding a good ghost writer and his interaction with the Rockefeller family. Verne writes on Thursdays for thoughts and research. Then when it is time to write the book he sits down and writes for 6 to 8 hours a day for 2 to 3 months. We even talk about his morning routine and the time advantages of being in Barcelona to how he scales from books to major business investing.
Show Notes [02:27] Verne wished he had written his first book earlier. [02:49] He launched an executive program for EO and he featured the Rockefeller habits which started out as a series of articles [03:59] If you need a writer find someone who has written about you. [04:31] All of the articles about the Rockefeller habits became his first book. [04:56] How Verne decided on the Rockefeller habits. [05:08] How Rockefeller had put in place habits critical to scaling a business. [05:56] How the Rockefellers didn’t seem to have a problem with the book. Although, he changed his name to Scaling Up. [07:34] How the book made sense for everyone in the company to read not just the CEO. [08:49] The importance of having a great title and a great cover and a book can make a great business card. [11:53] How Scaling Up is like a textbook on steroids. [12:12] The process of going from the first book which was a traditional style book to the Scaling Up textbook format. [13:32] Scaling Up references 40 books because nobody has all of the answers. [14:01] Verne writes every Thursday and he also has writing partners. [16:16] It takes 10,000 hours to find your voice and become an expert at something. [19:39] Verne’s morning routine includes a breathing meditation and exercises then he works on his biggest thing. [22:06] Educating and not selling is how we market now. A book is a great way to do this. [24:17] How having the books have helped impact Verne’s business. He gives books away with his speeches which leads to more book sales and coaching clients. [29:28] Harne also invests in the companies that he helps to scale up. This is a big way to monetize. [32:57] The sales of Scaling Up have been very consistent since the beginning. [34:40] How a lot of the information is open source and having a mentality to give information away. [35:39] Being able to update your book is another advantage of self-publishing. [36:10] If you don’t have time to write your own book, have it written for you. [38:11] The multiplier effect of having books published.
His techniques aren’t just for gurus or people with established platforms. He has helped thousands of students in hundreds of different niches, and they have generated over 500 million dollars in sales using the product launch formula. His book launch was a huge success and we are going to dive into that and the impact it had on his business and The Product Launch Formula itself. We also learn how Jeff was involved in online business since 1996 and created The Product Launch Formula in 2005, and how he hopes the book will cement his legacy.
[01:46] Why Jeff wrote and published Launch. He began online business in 1996 and became really good at launches. [02:04] In 2005, he began teaching launches through the Product Launch Formula. [03:05] Jeff wrote the book to get credit for his Product Launch Formula that he created. He also did it for legacy. [04:43] He also wanted to help people and generate leads for his course. [05:29] Writing the book was a challenge because he was obsessed with making it a good book. [07:03] How writing and editing at the same time wastes time. [08:02] Jeff used early morning writing time on his writing days to get his writing done. [09:06] He used relaxed melodies and binaural beats for 50 minutes at a time. Then a 10-minute break and then back on for another 50 minutes. [10:53] Having a big following and a large list helped make the marketing easier. He also used JV partners and affiliates. [11:55] During a launch you shine every asset you have on your book or product. [12:22] If you don’t have a list, start one now. [13:40] He used a 99designs contest for an awesome book cover. Then he let his community vote on the best cover which was great publicity for the book. [15:36] He also created an unboxing video of his first box of books being opened. [16:14] The pre launch gets people engaged and excited. Then he had a pre-sale launch with bonuses. [17:44] He also tested upsells to use with the book like his list-building course. [21:35] Then he ran a special on The Product Launch Formula. [23:38] How the book has impacted future launches of The Product Launch Formula. [24:19] There is one PLF launch a year, the year after the book launch PLF increased by a million dollars. [25:12] Then it increased, even more, the following year up to 5.1 million. [26:10] PLF is a process that romances people into the sale with content. [29:02] The launch ends when you pull the product or when the price goes up or when the bonuses go away. [29:56] For books or lower priced items deliver value ahead of time and get people excited. [32:30] Sustaining sales and gaining momentum. [35:53] How Jeff doubled up marketing efforts to try and make the New York Times Bestseller list. [37:28] To get a bestseller make a great book. [39:02] The book has case studies that drive readers to Jeff’s website. This generates leads and they ask for recommendations through word of mouth. [41:05] The book has impacted his business with high-quality leads and opt-ins. [43:02] Podcasts and interviews are also a result of the book. [44:09] Jeff ended up playing tennis with Richard Branson. [44:39] Writing a book is hard and rewarding. Have discipline and write. Get an editor. Launch with a plan and build anticipation. Don’t stop after the launch.
Welcome to episode 16 of the Self-Publishing School podcast. Today, I am joined by Joanna Penn, a New York Times and USA Today bestselling author. She writes thrillers and nonfiction. She is a professional speaker and entrepreneur who was voted as one of the Guardian UK Top 100 Creative Professionals of 2013. Her website The Creative Penn is regularly voted as one of the top 10 websites for writers.
Her site has a lot of great content, but today we are going to dive into her writing process. Joanna is a prolific writer, and she shares a lot of value. Her writing gets a lot of accolades, but she also has a lot of books out. She is known for publishing quality and quantity in the fiction and nonfiction arena.
After college Joanna became a consultant, but she was in search of the thing that she really loved and tried many different things. Joanna wrote a book about Career Change which ended up changing her career trajectory. In writing this book, she learned that she loved writing. She didn’t get to where she is overnight. It has been a 15 year journey. Today, we talk about that journey, Joanna’s writing, and more.
[01:30] Joanna’s journey began with journaling as a teenager. She studied Theology at Oxford and then became a consultant.
[02:25] Joanna tried many things like a scuba diving business and property investment, but she was searching for what she loved.
[02:36] She wrote a nonfiction book called Career Change. This actually changed her life because she learned about writing and publishing and she quit her job 3 years later.
[03:57] How reading a lot is important to understanding nonfiction. She wrote notes and made her first book up as she went along.
[04:53] She used beta readers for her first book and listened to their feedback.
[05:16] She also paid for an editor and cover design. She also learned that she loved the process.
[05:51] How working for a paycheck you don’t feel like you have earned anything. A book can earn and create a permanent impact.
[07:10] How reading someone’s book is like access to their brains.
[07:33] How Joanna’s first book really changes your life.
[07:56] If you enjoy writing books and you love the process you are a writer.
[08:28] Joanna’s passion was in the writing and learning and helping other people.
[08:47] Her business came out of a passion.
[09:38] Joanna’s writing process. She uses Scrivener. For nonfiction, she brainstorms the chapters and table of contents and then fills in the blanks.
[11:27] She prints out and goes over her draft and then gives it to her editor. Then her beta readers and proofreader.
[13:08] How writing improves over time. She is now a better writer. Every time you write a book you learn new things.
[15:20] Things that Joanna has done to be a better writing include using better editors and understanding flow.
[16:26] How a book needs to lead people through a journey.
[17:02] How Joanna also takes courses from people who are doing what she wants to do.
[18:02] How reading a lot is a great education. Read in your genre to understand how it works.
[19:06] The more book you write the more you earn. For writers, it keeps on going up.
[19:40] How she went from nonfiction to fiction and learned to tell a story. She started with NaNoWriMo.
[23:07] Choosing your mentors carefully and learning from people who do what you want to do.
[25:58] How with fiction it is more personal because you become part of the book. Fear of judgment.
[27:51] Writing the novel was “type 2” fun which is fun but it is hard work.
[29:19] How tiring writing fiction can be making so many decisions. It is work with a sense of achievement.
[30:59] Listening to waves and rain and thunderstorms helps relax Joanna when she writes.
[33:17] How it is important to get out of the house. Creativity is hard and needs to be done in the morning before Joanna is tired.
[36:07] Setting a timer and getting away and actually committing to writing. Learning structure and having a series also helps.
[39:27] Joanna uses a wall calendar to keep track of her word count. Our creative sides are children. She also uses stickers and adult coloring books.
[42:18] Balancing writing for her books and for her blog posts. She mostly focuses on podcasts now and writes for books.
[44:07] Joanna’s best writing productivity tips are using Scrivener and getting into the flow state with rain sounds. She also writes in the mornings.
Welcome to episode 14 of the Self-Publishing School podcast. Today, I am joined by Brian Tracy, Chairman and CEO of Brian Tracy International, a company that specializes in the training and development of people and organizations. Brian is a coach, speaker, and bestselling author with over 45 published books. He has consulted with more than a thousand companies and has addressed over 5 million people in his over 5000 worldwide talks and seminars.
Brian has written and produced over 300 audio and video learning programs, including his bestselling Psychology of Achievement. He speaks to worldwide audiences on the subjects of personal and professional development. Prior to founding his own company, Brian was CEO of a $265 million development company. Brian speaks four languages and considers himself a bibliophile and obsessive reader with a huge library of books. I am excited today, to talk with Brian and find out how he used his books to build a massive International brand and speaking and coaching career.
[01:55] After selling a million audio programs Brian was approached by a literary agent in 1978. His first book was Maximum Achievement. [03:19] His second book was on selling, and he became the top sales trainer. Books help establish you as an expert. [04:33] Brian made a decision to write a book every 90 days. This was 15 years ago. [05:13] He reads about 2-3 hours a day and he has the intellectual capital to write his books. [06:37] He writes for some of the greatest publishers in the world. [06:57] Characteristic that determines success is long term perspective. Long term goals. [09:52] Think like rich people and you earn far more money. The way you think changes your life. [10:56] Brian researches subjects he enjoys until it reaches critical mass and he has enough knowledge to write a book on the subjects. [11:50] Successful entrepreneurs help people, and successful books help people with great ideas. [13:54] Brian’s writing process and how he expands chapters based on his knowledge. [18:51] When to write your second book, after your first book. Just get on with it. [20:58] In the 70s and 80s there were major book promotion industries. Radio and TV interviews were what you wanted to do. [24:02] Being prepared to invest an enormous amount in promoting a book. Books don’t sell themselves. [25:30] How self-publishing is great, but the books still need to be promoted. Put your whole heart into promoting your book. [27:43] Brian has a 20 point system for writing a book. [28:37] Brian creates videos and announces the release of his book to his mailing list. [29:28] Brian’s publishers have a system for sending out announcements of his books and sends them to book fairs, and Brian will add a video to help promote. If there is an opportunity to promote a book he will promote it. [36:40] You never know what will happen when you write a book. Brian turned a book into a bestselling talk called The Success of the Journey. [39:07] Brian’s series of short books or small books that sell for $9.95 each. Each book has 21 ideas and chapters in it. [42:05] Balancing being an International bestseller with a speaker. Brian Tracy is the most popular author in Iran, he makes no money from his books there, but he does get paid for speaking. [43:51] How being an author establishes you as an expert and your income doubles after writing a book. [45:14] How to have proven success formulas. [46:33] To write on a subject, you must know 10 words for every word you write. Really know your subject matter. Put in 300 hours on your subject. [53:53] Maximum Achievement is Brian’s favorite book he has written. It changes people’s lives. [58:04] Save yourself years of hard work, by learning how to write a book before you write. You can learn any skill you want to achieve anything you want.