SPS 029: How I Used A Book Trailer, Facebook Ads & a Launch Team to Launch My First Book with Andrew Ferebee

Andrew Ferebee. Andrew hails from San Diego and is a good friend of mine. Andrew is an entrepreneur, author, podcaster, and a lifelong student of life. He is the man behind the popular Knowledge For Men website and the author of The Dating Playbook For Men which we will be talking about today. He also has been hosting the Knowledge For Men Podcast since 2013 and has interviewed many of today’s successful leaders.

Today, we are going to talk about The Dating Playbook For Men and Andrew’s launch strategy. Andrew wasn’t planning on writing a dating book, but he saw a need with all of the misinformation about men and dating that was floating around. Andrew shares how he wrote the book in 30 days while still creating great content, along with a lot of fun and interesting stuff about writing, dating, and lessons that Andrew has learned. This show was taped while Andrew was crushing his first launch, so it is also a perfect book launch case study show.  

You can find Andrew here:
Knowledge For Men
The Dating Playbook For Men
Books by Andrew Ferebee
Andrew Ferebee on LinkedIn
Andrew on Twitter @AndrewFerebee
Andrew on Instagram
Knowledge For Men Podcast

Show Notes
[01:30] This show was recorded when Andrew was in the middle of a launch.
[02:02] Andrew never wanted to write a dating book, but he felt The Dating Playbook needed to come out because there was so much damaging information out there.
[02:45] It took Andrew about 30 days to write this 200-page book because it came from an audio program that he had. It was an awesome product, but it wasn’t selling because of lack of marketing. He transcribed the audio program and then added and removed content and then got it edited.
[04:14] Andrew thought revisiting all of the old content was a lot of fun and having someone to work with made it really easy.
[05:40] Andrew found a really great letter through Elance which is now Upwork.
[07:15] Andrew went with The Dating Playbook because the answer to dating is to become a stronger, more powerful, grounded man. Having guys become a powerful version of themselves is the answer, not pick up lines.
[11:31] Andrews book was also great for lead generation for his higher ticket events and to build his brand.
[12:52] Andrew’s marketing strategy included creating a VIP club from his list. He then sent bonus content, a private Facebook group, and asked for a review and a link. Some of the email content would include book snippets asking for feedback and cover options. This created a mini army of people wanting to help and support the launch.
[17:56] It’s important to build out an audience. Andrew already had the podcast and the website, but if he didn’t have an audience, his strategy would be to leverage his friends.
[19:44] Andrew got people involved and engaged by giving them massive free content. He would answer questions and create videos with the answers. People were engaged because he added value. He also created a raffle and filmed the random name draw to send a person an Amazon gift card or a free coaching session. He created fun ways to get his audience engaged.
[21:42] Andrew created a book trailer because he loves movie trailers. Ask what you a passionate about to make things fun and exciting for yourself.
[25:31] He also used Facebook ads with a video and a custom audience.
[31:28] Andrew also created a dating toolkit for a bonus that people would opt in to get to help create a list and get people in the funnel. He also used his marketing launch content as bonus videos.
[33:37] It’s important to dedicate the right amount of time to this. It takes a lot of time and energy to plan and execute a book launch.
[33:37] It’s important to dedicate the right amount of time to this. It takes a lot of time and energy to plan and execute a book launch.
[44:01] Andrew learned a lot of marketing and launch lessons from Chandler which allowed him to publish on time and have a great launch. Everyone should write a book.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Upwork (formerly elance)
Random Name Picker
Dating Playbook For Men Trailer
How to Create an Amazon Super URL
Knowledge For Men
The Dating Playbook For Men
Books by Andrew Ferebee
Andrew Ferebee on LinkedIn
Andrew on Twitter @AndrewFerebee
Andrew on Instagram
Knowledge For Men Podcast

SPS 028: Getting Your First 10,000 Readers with Nick Stephenson

Today, I am talking with Nick Stephenson. Nick is a bestselling author of fiction and nonfiction. Plus, he teaches new authors how to find their first 10,000 readers. Nick is a good friend of mine, and when we talk we geek out on things like marketing and audience building. We are always on Skype sharing our best stuff with each other. So I thought I should have him on the show to share these things that he does so well.

Nick tells the story of how he never intended to be writer, but he knew he wanted to do something creative on his own terms. When Kindle books and self-publishing came along he thought it was a great opportunity to write a book. Even though his first book didn’t start out selling a lot, he was so encouraged that he wrote more books and even started teaching others to do the same. Nick says that if he can do it anyone can, and he shares a lot of amazing information today.

You can find Nick here:
Your First 10,000 Readers
Nick Stephenson’s Books
Nick Stephenson on Facebook
Nick Stephenson on Twitter @Nick_Stephenson

Show Notes
[01:42] Nick shares how he got started. Nick always wanted to do something creative on his own. Self-publishing on Amazon came along at the perfect time for Nick. The thought of writing for a living sounded really interesting to Nick.
[03:48] How Kindle books allow people to control their own output and the amount of work they do.
[04:22] The first month Nicks first book sold $200.00 then $500.00 the second month and then it trailed off. He was still so excited that strangers were buying his book. That he was inspired to write 5 more and then he started teaching authors how to write and market their books.
[05:47] How Nick built everything up from nothing. Working hard and working smart and knowing what to do next is the key.
[06:16] It took two years after publishing his first book until Nick was able to make a full-time limit on things.
[07:16] How important it is to have a marketing plan to actually get eyes on your books.
[08:01] Nick wanted to learn marketing and started following other successful publishers and adapted their approach. There really are no new ideas. Marketing has been around for a hundred years.
[10:37] It took Nick a year to figure out how to get traffic and readers. There is no shortage of readers in the world, you either have to pay for it or find it.
[11:42] Being smart and working for traffic. Nick tried Twitter and Facebook and then decided to go direct to readers. The huge database strategy worked for Bookbub, so Nick decided to do the same thing and build a list.
[12:56] When Nick’s focus was building an email list he realized he could send out an email and sell books.
[14:29] He started putting an email signup in his books. You have to give something to people in return for an email. His reader magnet was a free novella and it wasn’t called a newsletter it was called a reader’s group.
[18:15] He also used permafree books and giveaways to grow his list and promote his books. With the direct contact, you can run a promotion anytime you want.
[22:18] There were ups and downs, but the overall trend was upward.
[23:22] He uses a permafree book and cycles through free book promotions with his other books.
[24:05] He also did free promotions on Kobo and Smashwords and other booksellers.
[25:18] Free books are his top method. Amazon is still the biggest platform. Giveaways are another method he used. The last thing he has been doing is Facebook ads.
[28:34] There is a much larger audience with fiction. Make sure you use custom audiences and tracking pixels for Facebook ads.
[30:01] Nick has been having good success combining Facebook ads and book bundles.
[31:16] Build up your Facebook ads slowly over time, but keep an eye on your stats. Nick uses an eye-catching image and some text.
[33:21] With Facebook you can drill down the level of targeting.
[34:07] People on Nick’s list have read his books, so they must like thrillers which is what Nick sales. His first emails are friendly warm-up emails. Then he sends links to his books.
[37:20] Nick makes a small amount with his Amazon affiliate links which also helps with tracking.
[38:39] Nick learned all of the technical stuff from scratch. You can learn it on your own or find someone to do it for you or take a course.
[40:26] Don’t use technology as an excuse for not doing something that you want to do.
[42:13] Nick and Chandler both believe in paying people to help shorten your learning curve.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Bookbub
Your First 10,000 Readers
Nick Stephenson’s Books
Nick Stephenson on Facebook
Nick Stephenson on Twitter @Nick_Stephenson

SPS 027: How to Write a Timeless Book that Sells 500,000 Copies with Josh Shipp

Josh Shipp is an author, global youth empowerment expert, and an acclaimed speaker. He is a former at risk foster kid turned youth advocate. He is renowned for his documentary TV series on A&E that followed his groundbreaking work with teens. He is also the author of the national bestseller “The Teens Guide to World Domination”, and was listed on Inc. Magazine’s 30 under 30 list.

Today, Josh shares a little about his background and how he started speaking. Along with why he decided to write a book. He shares the mistakes that he made during his first attempt at writing, and how his writing process is now more like an assembly line that incorporates a writing partner and insight from a focus group. He shares inspiration for life, writing, and more.  Josh is a good friend of mine and a great guy. My mom is even a fan of his.

You can find Josh here:
Josh Shipp Website
Josh on Facebook
Josh on Twitter @JoshShipp
Josh on YouTube
Books by Josh Shipp
The Teens Guide to World Domination

Show Notes
[01:51] Josh was giving speeches when he was a teen. He had been kicked out of several foster homes and experienced abuse and neglect, but he also had a chip on his shoulder. With counseling, things started slowly turning around for him, and he started speaking about it.
[02:35] He became an unintentional success story and started speaking at high schools.
[03:18] The only product Josh had to sell was himself and his speeches. He needed a book to establish himself. Plus, it would help him leave his message behind for people to use.
[04:39] Josh tried going into isolation to write his book. He tried it, but it wasn’t for him.
[05:48] Having personal guilt over a preconceived idea of how he should write. Now, he thinks of his books as an assembly line. Every writer needs to find what works for them.
[06:36] Josh has a writing buddy that he partners with. They get together and decide what the chapters will be about. Josh decides the three things that need to be said. Josh’s partner takes the big picture and starts writing about the idea and concept. Josh is a better visionary and editor. He edits and gives notes. Then after a back and forth, they give the book to a focus group.
[09:07] They share small parts of the book with the focus group and ask how it can be 10% better. This process has been a game changer.
[11:29] How only about a 5th of the people in the focus group would reply, so he made sure he had about 75 people in the group.
[12:55] This writing process plays to Josh’s strengths which makes writing something that he can do repeatedly.
[14:41] Josh doesn’t recruit people who do what he does in his focus group. He wants to focus on the actual readers.
[16:02] Beginning with the reader in mind.
[18:43] A trick Josh would use was reading Amazon 3 star reviews in his category to find a gap in his space.
[20:29] Josh’s platform can move a good number of books, but the best way to sell a book is to create an outstanding book.
[22:28] How the content of the book needs to be evergreen and timeless.
[24:21] Creating a book that is helpful and prescriptive.
[26:00] Committing long term to building a platform for an outstanding prescriptive book.
[27:30] Have your Amazon page read as a persuasive sales page. Have a headline about the reader and testimonials and social proof in a scannable format that uses bullet points. Reviews are also important.
[31:26] How the book has helped Josh on the backend. He emphasizes the importance of the book having lasting substance. He then puts URLs in the book, so he can continue the conversation with readers. He can capture their information and sell to them in the future.
[34:05] Capture information and survey those readers to get ideas about creating further courses and information for backend creation. You can also segment personas.
[37:19] Don’t think that there is something broken in you, and things are only difficult for you. It’s easy to question yourself in difficult moments. Keep going and write that book.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Stephen Covey
Josh Shipp Website
Josh on Facebook
Josh on Twitter @JoshShipp
Josh on YouTube
Books by Josh Shipp
The Teens Guide to World Domination

SPS 026: How I Built the Largest Success Training Company in the World Using My Book with T. Harv Eker

Joining me today is T. Harv Eker. After 14 years of struggle, T. Harv has cracked the code and went from zero to millionaire in only 2 ½ years and has gone on to become a multimillionaire. During his years of hardship, Eker vowed that should he ever get rich he would help others do the same. He kept his promise and went on to build one of the largest success training companies in the world. He also shocked the publishing world with his book Secrets of the Millionaire Mind.

This is one of my favorite books of all time. He hit number one on the Wall Street Journal, New York Times and USA Today bestseller list the first week of release. The book has now been translated into 42 different languages. T. Harv is considered one of the most exciting teachers on the planet and is known for his tough love style. We talk about why T. Harv decided to write his book and how it has been a driver for his business and his life.  

You can find T. Harv here:
Harv Eker
Harv Eker on Facebook
Harv Eker on Twitter @T_Harv_Eker
Books by T. Harv Eker
Secrets of the Millionaire Mind
Speedwealth

Show Notes
[01:49] T. Harv decided to write the book for credibility and marketing. Once you have written a book, you become a teacher and an expert.
[02:45] The number one reason people will buy anything is trust. Publishing a book shows that you are an expert.
[03:46] T. Harv was able to use his Millionaire Mind Intensive training as the basis for his book.
[04:59] How Jack Canfield suggested T. Harv get in touch with his book agent.
[06:05] T. Harv got a million dollar advance up front.
[06:38] Will this book sell is a key factor in getting a publisher.
[07:27] How T. Harv crossed off the editor’s edits because he wanted his message to sound how he speaks.
[07:59] The reason his book went number one was preselling.
[08:55] To get on the bestseller lists your books need to be sold in a big clump in advance.
[10:05] He used his live training and a launch to his own database and joint venture partners. And brick and mortar bookstore channels. Spreading the sales out through promoting the book through different bookstores.
[13:28] The key to T. Harv’s success was preselling his book with a large list.
[13:59] Seminars was the biggest driver for his large database.
[16:20] How T. Harv tested his material out on a group of people. This research was the best move of his life. He learned so much about how not to explain things. Test your material first and express it in a way where it really resonates with people.
[18:29] How hardcopy books are permanent, and you want to express things in the best way possible. Test it out.
[20:52] T. Harv learned what to do by experimenting with several businesses that didn’t work. Then he learned how wealthy people think.
[22:11] He put principles that already work out there. The first thing you need to do is build a platform.
[24:18] The importance of building a list and having joint venture partners. Building your list with a blog or however you communicate with people.
[25:00] Using a book to get an introduction. If the book isn’t great, people won’t want to go to the next step.
[29:01] The importance of putting a part of your best stuff in your book and then using it as an intro to an offer to learn more of your best stuff.
[30:30] Have your backend in place before you launch your book. The headaches are in the front end, but the money is in the backend.
[33:35] The book enabled T. Harv to reach businesses that he never thought would come to him including PBS and he made an infomercial.
[35:35] How passion is critical and using your own voice. Marketing and writing with conviction.
[37:41] If you want to make a lot of money don’t focus on money. Focus on solving a problem for a lot of people.
[38:50] How fear is what holds people back. Fear is the anticipation of pain. Worry about the future.
[40:49] Being afraid and still acting. Thank you for sharing when you have an unsupportive thought.
[42:47] Make sure you have a platform, backend, and some valuable bonuses to give away.
[44:19] Before you write talk, teach and blog to know if your topic is good. Write the way you speak. Your book has got to be different. Don’t be like everyone else. What is unique about your book?
[46:51] Be timely to be featured in media.
[47:36] Credibility comes with your book being at the top of the list, but don’t sign your life away with a publisher.

Links and Resources:
Harv Eker
Harv Eker on Facebook
Harv Eker on Twitter @T_Harv_Eker
Books by T. Harv Eker
Secrets of the Millionaire Mind
Speedwealth
Spsfreetraining.com
SPSFreeBook.com
Millionaire Mind Intensive
Jack Canfield
Wealth Without Risk
Rich Dad Poor Dad

SPS 025: You Are a Writer, So Start Acting Like One with Jeff Goins

Joining me today is my good friend Jeff Goins. Jeff is a full time writer living just outside of Nashville, TN with his wife, his son, and a border collie. Jeff is now the author of 5 books. Including the national bestseller The Art of Work. He is a podcaster and a blogger with his website Goins, Writer visited by over four million people from all over the world. If you Google “how to write a book” Jeff’s website is the number one result that comes up.

Jeff shares his writing process and how he has evolved as a writer. He also shares how much he loves writing and being a writer and how important words are in everything we do or want to do. We talk about the importance of preparation, writing outlines, and investing the work up front before writing. Jeff shares how he flushes out and explores ideas along with the importance of writing every day. He also shares his inspirational ideas about how to know when you are a writer and more.  

You can find Jeff here:

Goins, Writer
Jeff Goins on Twitter @JeffGoins
Jeff Goins on Facebook
Books by Jeff Goins
Wrecked
The Art of Work

Show Notes

[01:28] Jeff continues to write because it is his calling and purpose. It’s his purpose in life to connect people with ideas.
[02:05] Words have the power to change the world. Every great movement begins with words.
[02:41] His writing process consists of creating an outline and then writing at least 500 words every day. Blogging helped give him the discipline to write on a daily basis.
[04:55] Jeff wrote Art of Work then scrapped that writing and did a lot of research and then rewrote it.
[05:58] The more Jeff’s writes the more time he spends preparing to write.
[06:24] The importance of the process of thinking about writing and finding the right idea.
[07:38] Jeff spent 5 months doing the research for his book that will take him 6 months to write. He first starts with an idea and then researches and tests that idea.
[09:23] Have an idea where you are going before you start. Invest the time before you start writing.
[10:39] Jeff chases what he is curious about, but most of his books come from personal experience.
[12:12] When Jeff gets an idea he then reads about that idea to see if he can put a unique angle on the topic.
[13:42] Read a few books and figure out what is missing and fill that niche.
[15:31] Writing in a way that will connect with the needs of the audience. Jeff tests his ideas on his blog and social channels.
[16:39] Making sure that you are talking about the right thing at the right time for the right person.
[18:10] Entering into a conversation and realizing that you have something that these people need.
[18:32] What it means to act like a writer. You are a writer when you say you are.
[20:57] To become a writer, you own the title and then start writing. Think like a pro and you will act like a pro. Practice writing.
[22:38] Books get written by a slow and steady prodding process. It all begins and ends with words.
[25:26] How easy it is to get discouraged. You need to love it and write for the people who need your message.
[26:26] People who love the writing and hate the marketing and people who hate the writing and love the marketing. Jeff is a marketer, but he loves both. Marketing is part of a writer’s job.
[27:46] The best marketing is done before the book is finished.
[32:18] Begining with an idea and a reader and filling in the in between.

Links and Resources:

Goins, Writer
Jeff Goins on Twitter @JeffGoins
Jeff Goins on Facebook
Books by Jeff Goins
Wrecked
The Art of Work
Spsfreetraining.com
The War of Art by Steven Pressfield
Peak by Anders Ericsson
How to Win Friends and Influence People
Love Does by Bob Goth