SPS 044: Using A Free + Shipping Book Funnel with Anik Singal

Anik Singal the founder and CEO of Lurn is here today to talk about his book Circle of Profit. He is one of today’s most successful digital publishing marketers. He specializes in product launches, building backends, and having funnels that lead to conversions. He also teaches people how to create their own line passion-based businesses.

Today we talk about how he wrote his first book and how his writing process has evolved over time. He shares great tips like writing an outline, using dictation, and just starting. He talks about some of the fear and hesitation he had, and how he overcame that. He also shares his funnel technique where he gave his book away for free, while still making a profit. Anik talks about how to create a book and book launch that serves your unique purpose.

You can find Anik here:

Lurn

Anik Singal on Facebook

Anik Singal on LinkedIn

 

Show Notes

[01:12] Anik has written a lot of training and free reports. He also wanted to say that he wrote a book. He knows it comes with a level of credibility.

[02:16] He was actually scared to write a book.

[02:58] He decided not to be fear driven. Then he started focusing on the book writing process. He also realized that his book needed the deeper purpose.

[03:39] He realized he can use his book as a lead generation tool and have a funnel behind it. A book serves as the best first thing or tripwire offer.

[04:37] He decided to write the book in an environment that he was comfortable with. He needed momentum with his first book.

[05:08] He decided to call his book a really long free report.

[05:47] He took five days off and decided to write a book. He decided to just write and leave it to the editor to make it perfect.

[06:37] They self published with a Kindle version and they create space hardcover. They have sold close to 50,000 books.

[07:10] He’s writing two other books now. He has the process down with outlines and bullet points. He records his voice. Then has it transcribed. Then sends it to an editor or he edits it.

[08:03] He is focusing internally on book marketing and publishing.

[09:23] The biggest lessons learned were that writing on blank paper is a lot harder than using bullet points and dictating. This gets him going even if the final finished product is much different.

[10:49] If you nail a great title, a book will sell itself. Books have great credibility and are tied to knowledge. They also created an affiliate program that tied into one of their information products. This was incentive for affiliates to promote the book.

[13:53] Anik likes to use his own network to distribute his content. With his own network, he can own the data and the email addresses behind the sells.

[15:03] He can also offer training. This facilitates him financially and helps his a customer gain more knowledge.

[15:51] When someone buys a book Anik does have upsells. The average book buyer is transacting about $26 before leaving his cart. He’s actually able to make a profit by giving the book away for free and having an upsell and basically getting paid to acquire leads.

[19:08] The strongest word ever invented in the history of marketing is free.

[20:52] Books make you into an expert and give you authority and a following. People even quote you.

[21:54] His $25 funnel has a $47 bump and a $197 upsell and a $97 down sell.

[23:59]10 days into the book they start a second funnel. Phase 1 of this funnel is about email marketing. Then phase 2 is about information products. This is a second funnel that matches the flow of the book.

[27:48] Dropping the price doesn’t make your conversions increase. The more plain the video was the better the conversion.

[30:30] Sometimes to see an increase in conversions, you can actually raise the price.

[31:23] Facebook ads are something you need to learn how to scale.

[33:35] He can spend about $15 in ads marketing his book.

[34:57] The publishing company will help Anik’s internal goals when it comes to scale. To be a publisher you have to publish at least five different authors.

[36:21] Being a publisher fits in with Anik’s business model. Today is the best day to be an author.

[37:17] He would also consider traditionally publishing books

[38:42] Anik shares how we got endorsements from Robert Kiyosaki and Les Brown.

[40:19] He was shaking when he met Robert Kiyosaki it was really a great honor.

[41:08] He promotes his book wherever he goes and always carries a copy with him. This is his message to the world and he asks for endorsements whenever he can.

[41:48] Stop thinking and start doing. When you are passionate about something it will come out.

[43:57] Also it helps to write an outline.

Links and Resources:

self-publishingschool.com

Spsfreetraining.com

Circle of Profit

Recorder Plus

Rev

Robert Kiyosaki

Les Brown

Lurn

Anik Singal on Facebook

Anik Singal on LinkedIn

SPS 043: The Getting Things Done Approach to Writing Your First Book with David Allen

David Allen is the author of Getting Things Done the book that many refer to as the productivity bible. David has 35 years experience as a management consultant and executive coach, but he is best known as the personal productivity guru behind the Getting Things Done Method. He is also known as the GTD Guy.

David believes in having a relaxed balance of perspective and control, by getting things off of your mind, so you are free of stress and can achieve a “mind like water”. The GTD work-life balance system has helped countless individuals and organizations bring order to chaos. David is considered the leading authority in organization and personal productivity. Today, we discuss the GTD approach to book writing and the power of getting things done.

You can find David here:
Getting Things Done
@gtdguy on Twitter
Books by David Allen
Getting Things Done: The Art of Stress-Free Productivity
David Allen on LinkedIn
David Allen on Instagram
David Allen on Facebook
Ready for Anything
Making It All Work

Show Notes
[01:10] It took David 25 years to figure out that what he had figured out was unique.
[02:09] David decided to write the manual on what he had figured out.
[02:33] He spent a day with an advisory group. To talk about writing a book or manual.
[03:31] In 1997, he decided to get his life out of his head and write Getting Things Done.
[04:02] He had no idea the movement that his book would spark.
[04:48] He had high anticipation, but no expectation. There was still a lot of time management and organization information already out there.
[06:12] Making his vision available for the rest of the world.
[06:38] First, David did research about how to write a book. How writing the business plan for the book was agonizing and productive.
[08:56] How a publisher suggested that a broad book would offer more value. He also suggested that David get an agent. He still has the same agent today.
[10:08] David had been capturing ideas with mind mapping software. Then he wrote a business plan. Then a crude outline of the book and content which included his earlier notes organized.
[12:12] It took a year to make it a real project. The next year was writing the first draft that didn’t work.
[12:58] David discovered that books and seminars are different. He also wrote reviews for his book first and raised the bar too high for what he needed to create.
[13:55] He threw away his first draft and started again. He wanted people to see the methodology sooner. Then he wrote the book in three parts: methodology, implementation, how cool the outcome could be. This took another year.
[15:06] The fourth year was spent creating the title, book cover, etc.
[15:55] One of the most impactful things David did was let a line editor clean up his work. He rewrote his book with their edits to learn to think about simplifying what he was saying.
[17:15] Editing was the art. This changed his writing from then on. He now tries to simplify and say things in the shortest way.
[18:02] How a book is a very intimate thing. You need to reach readers with an idea of nurturing and support and making things easy and fun.
[18:46] Talking with a reader as if you have your hand on their shoulder.
[19:26] Writing requires bandwidth and freedom of time. David needed at least four hours with nothing else to do to get into the flow of writing.
[20:22] Structuring time to write depends on your life, but everyone needs to block out time when they can think best. You need freedom of consciousness to write.
[22:06] Writing takes dedicated time. It can’t be done between the lines.
[22:25] Get everything meaningful out of your head and clarify actions. You can only feel good about what you are not doing when you know what you are to doing.
[23:27] Have a place to capture any idea that might be relevant. From mind mapping to Word docs. Don’t lose your raw data.
[24:21] Have a process for a trusted capture system to get to a rough draft. The rough draft gets things going.
[24:48] Build quality time take your raw data and blueprint and follow the path.
[25:15] Redrafting edits can teach you a lot. Using as few words as possible.
[28:31] How it was fun working with a ghost writer on David’s second book Ready for Anything.
[29:35] How most business books are ghost written they aren’t usually written by the guru.
[31:25] Finding a format with categories or common themes and how they tie together.
[32:56] You can’t write a book without blocking quality time. Create a marketplace with the idea for your book and have one place for your ideas. Ask yourself why you want to do it.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Getting Things Done
@gtdguy on Twitter
Books by David Allen
Getting Things Done: The Art of Stress-Free Productivity
David Allen on LinkedIn
David Allen on Instagram
David Allen on Facebook
Ready for Anything
Making It All Work

SPS 041: Using Books to Drive Product Launches with Danny Iny

There needs to be a driving force behind product launches. Danny Iny has found that using books is the perfect driver. Danny is the founder of Mirasee, the host of the Business Reimagined Podcast, and bestselling author of multiple books including Engagement from Scratch!, The Audience Revolution, and Teach and Grow Rich. He is also the creator of the Audience Business Masterclass and Course Builder’s Laboratory which has graduated over 5000 value driven entrepreneurs.

Danny is on top of his game, and a great friend of mine. He doesn’t lose sight of the importance of impact and making a difference in people’s lives. Today, we talk about mistakes Danny made with his very first book. The tactics he used to write and market his official first book, and the importance of creating value for everyone you are involved with from readers to customers and collaborators.

You can find Danny here:
Mirasee
@DannyIny on Twitter
Books by Danny Iny
Danny Iny on LinkedIn
Engagement from Scratch!
The Audience Revolution
Teach and Grow Rich
Audience Business Masterclass
Course Builder’s Laboratory
Business Reimagined Podcast

Show Notes
[01:37] Danny’s actual first book was a book about writing published in 2006. It’ a self-published book and Danny knew nothing about marketing. The lesson learned from this book was that he needed to learn about marketing.
[03:13] In 2011, he published Engagement from Scratch! this was a compilation book about building engagement with your audience.
[04:00] This book was about building an audience when you don’t have one. This book put Danny on the map and grew his initial audience.
[05:36] His co-authors were people who had an audience and reach that he worked hard to build a relationship with. These people are rock stars now and it helped Danny build his reach.
[06:40] Danny was guest posting everywhere. His pitch invited people to contribute a chapter.
[10:32] When asking present what is in it for them and be honest about it.
[11:27] His strategy was to glean knowledge and get extra promotion from his guest authors for the book. He also sent each co-author two or three copies.
[13:03] Measuring up against expectations of people who help you out.
[14:40] The large amount of people who get a book deal and then don’t deliver.
[15:17] With self-published books, you can control everything.
[16:32] How giving away free books actually boosted sales and helped Danny’s career.
[18:13] Having a book support team of people with an audience.
[20:01] If people download a book from your website, you can reach out to them. Danny told his list he was available for podcast interviews.
[23:59] Using the book itself as part of the prelaunch process.
[25:04] People look at things differently when they are learning as opposed to being sold to.
[25:54] The importance of delivering real value and information in a way that people are receptive to it.
[26:41] How a real book can be powerful. Educate the market and help readers accomplish something meaningful.
[28:04] More people will optin in for a download rather than a video. The pages of your book determine how much people will read.
[31:49] Properly resourced projects tend to do well.
[32:52] The book should be great, but your offer is the core of what you are doing.
[34:43] Structure of a launch. First video helps people to see an opportunity that wasn’t there before. Second video helping them to see that it is possible for them. Overcome objections. Third video show what life can be like after the journey.
[36:52] 1 star reviews can be frustrating, just accept it and move on.
[38:35] Books as a long term play. It leads into a launch or an evergreen offer. A book is part of your body and work. The more you create the more visible it is. Create great stuff and write a great book.
[40:25] When cool things happen it is not a surprise. Writing something great will attract a higher caliber or better fit of students or customers.
[42:29] Think about why you want to write and publish a book. Don’t have things that are just steps in the ladder.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Mitch Joel
Guy Kawasaki
Seth Godin
Copyblogger
Self-Publishing Summit
Disrupted
Mirasee
@DannyIny on Twitter
Books by Danny Iny
Danny Iny on LinkedIn
Engagement from Scratch!
The Audience Revolution
Teach and Grow Rich
Audience Business Masterclass
Course Builder’s Laboratory
Business Reimagined Podcast

SPS 040: What I’ve Learned from Writing 10+ Books with Joanna Penn

Fiction writing is fun and creative, but it has it’s own unique set of challenges. Things like character, plot, dialogue and more can trip up new fiction writers. Today, we have NY Times and USA Today bestselling thriller author J.F. Penn here to explain the nuances between writing fiction and nonfiction.

Joanna Penn is a creative entrepreneur, podcaster, professional speaker, and travel junkie who has broken the code with writing fiction and nonfiction and is an expert in the publishing and self publishing industry. She shares the importance of choosing a genre, finding good editors, setting deadlines, research tips, her favorite tools, her favorite books and all kinds of knowledge that will help first time and more experienced authors.

You can find Joanna here:
The Creative Penn
J.F.Penn on Pinterest
J.F.Penn Books
Joanna on Twitter @thecreativepenn

Show Notes:
[01:56] Differences between writing fiction and nonfiction. There are skills that you need for fiction that you never needed before.
[02:19] Point of view. When writing fiction you can choose a first or third person point of view.
[02:50] Dialogue. This is a skill unto itself.
[03:05] Story structure. If you have read thousands of books it may be embedded, but this is where the craft comes in. There a quite a few things you need to learn to make a reader feel satisfied.
[03:31] You can get some of this through osmosis by reading the genre in which you are going to write, but these skills also need to be honed.
[03:47] Joanna’s first fiction book process. She also blogged about it. She discovered genre and that she loved super natural thrillers. You need an idea to sustain you through the tough times.
[05:05] Her first novel took 14 months. You need to be so excited about your idea. Joanna has been journaling since she was 15. The seed for her idea was from 10 years before. Put everything in your head, so that it can come out in a story.
[06:11] The first book was based on her travels and put into a framework of a story.
[06:47] Sustainable idea? Believing that you are creative enough There is a creativity muscle. Any skill that you use, you can learn more. Look into things you are curious about.
[08:12] Build an audience over time by writing a series.
[08:45] Research and get ideas. Joanna travels a lot. Read other books. Put it all in your head, so that it can come out again. Follow your curiosity.
[10:09] People who like similar things to you will be interested in your fiction.
[10:55] Use Scrivener for your first draft. Often in fiction you don’t write in order. You can write in scenes.
[11:54] Put everything into Scrivener and flush everything out or just start writing. Use timed writing.
[13:22] First drafts for fiction writers are really bad. When you discover you need to learn something learn it by taking a class on dialogue.
[13:51] Hire a ton of editors. Your first book will be the most expensive because you have the most to learn.
Structural edit – story structure etc. Line edits and proof readers. This teaches you how to write.
[15:23] Find an editor that likes your genre. It’s unlikely to find a perfect match on the first try. As you change, your editor will change.
[16:14] Your editor needs to understand your genre. You want one that will fix you and make you better without changing your voice. It takes about 5 books to find your voice.
[17:10] As we become better writers it is ok to rewrite. Your voice comes out when you write what you really think.
[18:00] Joanna uses beta readers for expert suggestions to critique and their expertise and make the book more accurate.
[19:17] Writers groups aren’t really the best place for a critique. Pay an editor.
[20:52] Network with groups of authors online that are in your genre.
[21:48] Joanna goes through every edit manually because she is always wanting to learn.
[22:37] How it feels to get the edits. It can be brutal. Don’t look at it immediately. Give yourself time to read it. Then wait before making changes. Then go back and try to see with different eyes.
[24:03] Series are easier because you already have the characters and a design. HEA happily ever after. Once you understand your genre think about what you need.
[25:21] Destroyer of Worlds based on a statue in India. Brainstorming and Hindu mythology and Oppenheimer then start researching and reading books. Create questions and notes. Maybe spend a month on this part. Create characters, setting, and then start putting scenes in Scrivener. Have a plot because something needs to happen.
[28:06] Joanna has a Pinterest board for each book. Learning and going down rabbit holes can help flush out the book.
[28:43] How much research is enough? Joanna keeps her research in Scrivener. Set a deadline to get it done.
[29:42] Look at your schedule and work out how much time a day that you can spend writing. You can research more as you write.
[31:10] How fiction uses a different part of your brain. Stuff can just come out. It’s stuff you put in your brain at some point. Filling the creative well.
[31:57] Joanna now dictates her books. She also listens to rain and thunderstorms when she writes.
[32:57] You need structure in order to let your creativity out.
[33:25] Joanna writes between 2000 and 4000 words a day. In the morning at her desk or outside as she dictates.
[33:59] Fiction writing is tiring. If you use your willpower early. Fiction writing requires making decisions for your characters which makes it tiring. Writing a novel is hard work.
[35:45] After the first five novels, you get more relaxed and trust yourself more. What comes into your head tends to be the right structure.
[39:03] Carrying over subplots keep notes or have a series.
[40:10] Use brevity to reintroduce characters.
[40:35] Write in areas that you are interested in. How AI will help with book discovery.
[42:14] Deconstructing a novel to learn how to write. Using this as an outline to model.
[43:37] Finding story and plot in the real world. 95% truth and 5% fiction.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Joanna’s Blog About Her First Novel
Scrivener
The Story Grid
Bird by Bird
First Blood
Save the Cat Moment
The Creative Penn
J.F.Penn on Pinterest
J.F.Penn Books
Joanna on Twitter @thecreativepenn
SPS 016: My Exact Process for Writing 16 Books with Joanna Penn

SPS 039: 80/20 Book Sales & Marketing with Perry Marshall

Perry Marshall has turned 80/20 into a verb. It’s an action you take on your business. It’s the central lever to any great strategy. Perry’s book 80/20 Sales and Marketing is mandatory reading in many growth oriented companies. It’s also one of my favorite books of all time. After reading it, I started giving copies away like I was Oprah. The book is legendary.

He also is a pioneer in web advertising, as the author of the Ultimate Guide to Google Adwords, he laid the foundations for the $100 billion pay per click industry. He is one of the world’s most expensive and sought-after business consultants. He has consulted in over 300 industries and even was an expert witness for Google AdWords litigation. He is a man that actually doesn’t need an introduction. Today, we talk about his book, marketing, advertising, and more.

You can find Perry here:
Perry Marshall
80/20 Sales and Marketing
Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes
Books by Perry Marshall
@PerryMarshall on Twitter
Perry Marshall Facebook Page

Show Notes
[01:58] Perry’s first book evolved organically. In 2002, he went to a seminar and started using Google AdWords.
[02:48] Perry discovered Google AdWords should be the first marketing step for testing. He was invited to speak at a Ken McCarthy seminar So, he made an ebook to sell at the seminar and on his website in 2003.
[05:15] AdWords became so popular that Perry had to work to stay current with his knowledge and ahead of the competition.
[06:09] The snowball effect of his testimonials worked for him, and it became a self-publishing success story prior to the Kindle.
[06:56] He was selling half a million dollars a year of ebooks.
[09:04] Wikipedia flagged Perry as a non-notable person. To have real longevity Perry needed to engage with the rest of the world.
[11:01] He went to an agent speed dating seminar and found an agent and got a publisher.
[11:58] He makes less money with the published book, but he is established as an expert. It is a long-term play to be a number one author on Amazon.
[13:24] How there can be good reasons to go the traditional route, but there are trade-offs.
[14:11] His first book was about beginner to advanced intermediate PPC or Google AdWords.
[15:28] The seminar got him great customers and testimonials.
[18:19] If you can become the number one expert, you can make a good living.
[19:02] 80% of the effects come from 20% of the causes.
[20:21] There is an 80/20 inside of every 80/20.
[21:03] 50% of customers comes from 1% of your business.
[21:50] In Google AdWords it’s closer to 90/10. Perry cracked the code on AdWords using 80/20.
[23:14] 80/20 became a staple of what he taught.
[23:52] Perry decided to write an 80/20 book because this was the secret to everything. He wrote the book that he wished he had years ago.
[25:23] 80/20 applied to book marketing. Purchasing a book is like racking a shotgun.
[27:40] Playing poker with marks or guys who are going to lose.
[29:05] Everything in marketing is like racking a shotgun.
[30:33] 20% of people who buy your book will actually read it. 20% of them become your customers.
[32:53] The penny book offer is like the Columbia record and tape club. He makes money off of the backend. The penny won in Columbia’s marketing tests.
[35:03] The advantage of reading a book over looking at a computer screen.
[38:10] How buying Perry’s book is a lesson within a lesson.
[38:35] The average person who takes up his offer spends about $25. You can learn a lot about marketing technique from how they sell the book.
[39:54] Perry is a legendary copywriter.
[40:46] Copywriting is the art and science of saying things so that people want to take action.
[43:03] How to make your book twice as good for $500. Go on Fiver and find candidates for reading your book. Pay 5 gigs or $25 to get them to read the book and answer questions. This can make your book twice as good.
[46:41] Write for an hour everyday, first thing in the morning.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Ken McCarthy
Andrew Goodman
Perry Marshall Round Table
The Jeff Herman Agency
Entrepreneur Press
The 80/20 Principle
The Marketing DNA Test
Fiverr
Eat That Frog
Perry Marshall
80/20 Sales and Marketing
Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes
Books by Perry Marshall
@PerryMarshall on Twitter
Perry Marshall Facebook Page

SPS 038: Using Books to Build Passive Income with David McKay

Writing a book can benefit your business as well as benefit you as a topic expert. Learn how my guest David McKay was able to do just that. He and his wife Ally have built a successful photography company called McKay Photography where they offer classes and travel photography tours around the world. His bestselling book and speaking engagements have helped propel their business to successful levels.

David is also the author of the Photography Demystified book series. This is a great episode because we dive into how David used his books to build his company and business. We also learn about business, life, travel, and photography with this artistic photographer and successful businessman and author who has built his business on a local and international level.

You can find David here:
McKay Photography
Photography Classes
Photography Tours
Photography Demystified Books
McKay Photography Academy Facebook
McKay Photography Academy YouTube
McKayLive Instagram

Show Notes
[01:19] How everyone has a story within them. David’s just happens to be about photography. Much more has come out of his writing than he had anticipated.
[02:17] Once David makes a decision, he goes for it. The reason behind the first book was to help the business and residual income.
[03:24] Chandler’s step-by-step process was instrumental to David’s success.
[03:50] He went to a hotel room with a poster board and colored pencils and made a mind map and then started categorizing it.
[04:33] He locked himself in and just went for it. The first book took just over two weeks. It took a half week to get on the bestseller list.
[05:26] How setting the time aside was the big trick to David’s success to getting everything done so fast.
[06:12] After mind mapping and categorizing, he wrote down everything he could in each category and just started typing.
[06:54] He thinks on a linear level, so this helped him stay on track.
[09:34] David had developed an email list through his business, so he sent the list a notice asking if anyone would like to join the advance team and get a free copy of the book and leave a review. He ended up with 900 people.
[10:57] He used followed up emails to encourage people to leave the reviews. He figured if people unsubscribed they weren’t the target market.
[11:41] Inviting the group to stay for the next book worked really well. He also left a special surprise for the first 50 reviewers.
[12:47] He went to number one on free on Amazon. Then when he switched to paid, he also shot to number one.
[13:35] He also sent the $1.99 promo to his entire list to catch the people who didn’t take advantage of the free offer.
[14:17] It took David four years to build his list traveling around the country teaching photography.
[15:17] Then he started running contests giving a free trips on his tours. He also worked with a partner on YouTube. Partner with someone who is doing well.
[16:13] After the contests his email lists went to 21,000 subscribers.
[16:23] The cost isn’t all recouped through the book, but the book is an avenue to get people to take the travel tours.
[17:24] David evolves and changes with the market. Anyone can find a way to do it. He also reached out to manufacturers to sponsor contests.
[18:29] The strength is in numbers. Partnering with people is a great way to get those numbers.
[19:28] If the sponsor also emails the contest they too get to participate in the new email list.
[20:41] It only takes one person to buy into the tour to pay for the contest prize. They booked two tours through the contest.
[23:04] They are willing to work with anybody to get them on the tour. They also offer high and lower priced tours so anyone can do it.
[24:09] There is a link in the book to free content for email subscribers.
[25:36] They also participate in travel and adventure shows to advertise.
[27:19] Old-fashioned advertising is dead. Things need to be done in new creative ways.
[27:47] All of the different streams are leading back to the tours and classes.
[31:30] His first residual check was $856.00 and then $400.00, $400.00, then $500.00. This is still worth the investment especially with the valuable back-end of the book and the email list. He is working on his third book, which he plans to hit hard with the advertising.
[34:21] The power of leveraging local media and PR.
[37:02] Going to libraries and get them to purchase your books.
[37:47] For some people it is just a matter of taking a step.
[38:51] The toughest part of writing the book was overthinking and being a perfectionist. His first editor was not one. Get a good editor.
[41:51] Everyone has a story in them that will affect someone else.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
McKay Photography
Photography Classes
Photography Tours
Photography Demystified Books
McKay Photography Academy Facebook
McKay Photography Academy YouTube
McKayLive Instagram

SPS 036: How to Build an Author Platform with Steve Scott

Steve Scott is a well-known author, blogger, and podcaster who has published over 50 books in 3 niches. Steve has written books about habits, productivity, and entrepreneurship. Steve has a lot of experience and is really good at building a platform to market his books and products. Steve is the perfect guest for today’s topic because we are going to focus on the platform side and building a platform and leveraging it into a massive portfolio like steve has created.

Steve shares how he originally got into Kindle publishing to build a platform for his blog. He began in February of 2012, but it didn’t take long for Steve to realize that his books were taking off and making money. He then decided to pick what was at the time an untapped niche that he was interested in and put his head down and write. He also used his Internet marketing knowledge to give away free content and build an email list. This was invaluable for building the amazing platform that he now has and his amazing Kindle publishing success.

You can find Steve here:
Authority Pub
Books by Steve Scott
The ASP Show Podcast
Steve Scott facebook
Develop Good Habits

Show Notes
[01:55] Steve got into Kindle publishing in February 2012. His original intent was to drive traffic to his blog. By summer, he realized that these books could generate income.
[02:44] He was creating Internet business books and realized he needed free content to build an email list. He started his habits books in May of 2013.
[03:23] He shifted to the habits books to build a business model on the Amazon platform. He didn’t anticipate how successful his books would be.
[04:15] His success revolved around his habits, so the books were a natural progression.
[04:43] He was fortunate to find what at the time was an untapped market and drill down into the topic. He wrote everything he knew about these topics. In depth micro-topics.
[06:06] How in the beginning, the writing of the books was the first challenge. He knew the basics of email lists and writing on the Kindle platform.
[07:04] Steve had been doing affiliate marketing since 2006. He knew how valuable an email list would be.
[00:07:46] Blogging taught Steve to create micro topics.
[08:57] How giving away free content isn’t bad.
[09:19] Steve created Develop Good Habits to help build a platform for his books and list building. When people read content and then get into Steve’s email funnel and he will promote his book bundle through his list. He is using a content platform, an email list, and Amazon.
[11:42] Steve is testing content upgrades and checklists for his Mastering Evernote book. Create something special for your top selling books.
[13:06] Steve likes to have a blog because it is great for Facebook retargeting ads.
[14:28] Steve has a VA create slideshare presentations from his books.
[16:14] Steve feels that social media isn’t the best use of his time, but driving people back to content or email lists.
[16:46] Steve launches his books for .99 and he does a solid push for 5-7 days. Then he has a regular sales event every 2-3 months. Selling books for .99 hooks people into the idea of buying .99 books.
[18:24] Steady sales over days are better for the Amazon algorithm.
[18:52] Solid email sequence with a lead magnet have a four to five email sequence. Put an email subscriber call to action in the front and back of the book and have a free promotion. Write three to four books and continuously roll them out. Then find a content platform to promote your book.
[20:37] As books age and have .99 sales and price some as a massive event. Continuously improving on the assets you have.
[22:42] Steve also emails and establishing relationships with some people and gives them free books and tries to get them to leave a review. He uses surveys to see who is interested in free books and the promotion. He also uses other campaigns.
[23:48] He also sends a last chance offer scarcity play.
[24:55] He is literal with his subject lines, but he will copy past subject lines that were successful.
[25:57] Steve is looking to create a lead magnet which signs people up for the main list. Then he sends links and offers to other books. Then it is a mix of content and different promotions.
[29:01] At the back of his books he used to have an excerpt to another book. He just has an offer in the back now. He tries to give people as many opportunities as possible to find his books.
[30:45] What Steve did well last year was being very consistent with his writing and word count. Habit Stacking is also a unique concept when Steve created the book.
[32:47] Steve is planning on going back and doing what worked so well for him in the past, and he is testing headlines.
[34:15] Polling people is a great way to find compelling titles and the same for covers. He is trying to find the right hook and get the best feedback about what will work.
[35:29] Having an email list is really the thing that can make a difference in a business.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
AWeber
Leadpages
PickFu

SPS 035: Using a Book To Get Booked with Grant Baldwin

Grant Baldwin is a nationally known keynote speaker, podcaster, author, entrepreneur, and the creator of the Booked and Paid to Speak training program. He hosts The Speaker Lab Podcast and training site which provides weekly training to speakers at all levels. As a speaker, Grant has given hundreds of presentations and has spoken to over 400,000 people in 45 different states. His book and curriculum for students Reality Check is taught in over 400 schools around the country.

Grant and I met in San Diego, and he is a good friend of mine. I think Grant is a genuinely good hearted guy and one of the good guys in this space. Today, we talk about how Grant discovered his career as a speaker, why he wrote his book, how he self-published it, and more. Grant has sold a lot of books and has given a lot of speeches, and he shares a lot of wisdom and tips with us.

You can find Grant here:
Grant Baldwin
The Speaker Lab Podcast
@GrantBaldwin on Twitter
Free Speaker Lab Workshop
Grant Baldwin facebook
Reality Check by Grant Baldwin
Booked and Paid to Speak

Show Notes
[01:17] Grant has enjoyed speaking since high school. He started learning about and marketing himself in the speaking business.
[02:45] High school students would ask a lot about how to prepare for life after high school. How does real life work.
[03:22] He created his book around these questions and it was also a great speaking tool and it has gotten Grant speaking gigs and it has been an additional revenue source.
[04:12] Grant self-published. It’s nice to combine a book with speaking because when you speak you have a built-in audience.
[04:43] Grant speaks and then people buy the book afterward.
[04:57] Grant wrote the book at his mom’s house and created a timeline. Having a deadline helped him finish the book. Set a deadline and reverse engineer from there.
[05:35] His sister and an old English teacher helped him edit it. Since this was 2008, he actually sent the book to a book printing company called Books Just Books.
[06:59] The biggest challenge is staying on task and getting the book done.
[09:14] Why do you want to speak? Who do you want to speak to? What do I want to talk to them about? Get clear on the answers to these three questions before you begin.
[11:07] Then decide where these people gather.
[11:52] Being a speaker first really helped Grant refine his message.
[12:32] Having a well done book is great. People judge books by its cover. Have a good website and demo video as a speaker. These are critically important because people want a sense of how you communicate and if you are a good speaker.
[15:11] Have a demo video that is like a movie trailer. The point is to make your audience want to see more.
[18:15] Use Google to find cold reach out opportunities. Find an event and try to find out information about when and where the conference is and who to contact. Send an email inquiring about when they are going to hire speakers. A simple email to get them to reply.
[22:32] If they answer the goal is to get them on the phone. The sale happens on the phone. Speaking is a relationship business.
[25:16] Ask what would I Google to find events. Build momentum and reach out to people.
[26:31] This is a numbers game. The more you reach out to the more likely you will be a good fit. You may hear from two or three people and book only one.
[27:40] Do the follow-up call especially if you say you will.
[28:20] Have a system for the follow-up either some type of calendar or CRM type software.
[29:38] Having a long-term perspective keeps you from being disappointed and time and effort builds momentum.
[30:42] Following up makes people’s lives easier. You aren’t annoying them. Stay top of mind.
[33:32] Deep psychological influence of getting a commitment of front.
[34:49] What you charge depends on the market and your marketing materials and your experience. Speakers get paid $1000 to $3000 on their first gig. It’s also good to build relationships with other speakers in their market.
[36:42] Paid versus free. Free can get you course sign-ups and other speaking clients. Speaking for lead generation for coaching businesses.
[38:01] Speaking can be leveraged in other ways.
[38:31] Get the book done and make sure it aligns with the intended audience.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Books Just Books
Highrise
Contactually
FollowUp.cc
Influence: The Psychology of Influence
Grant Baldwin
The Speaker Lab Podcast
@GrantBaldwin on Twitter
Free Speaker Lab Workshop
Grant Baldwin facebook
Reality Check by Grant Baldwin
Booked and Paid to Speak

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SPS 034: Clinton White House Speech Writer at Age 23 with John Corcoran

My guest today is John Corcoran. He is a fellow Californian and a good friend of mine. John is an attorney, writer, father, and former Clinton White House writer and former speechwriter for the Governor of California. Throughout his career, he has worked in Hollywood and the heart of Silicon Valley. He owns his own boutique law firm in the San Francisco Bay Area where he works with small business owners and entrepreneurs.

John is a renaissance man who has been in a lot of different careers on a lot of different sides. Today, he shares how he ended up landing a writer job at The White House after college. Along with a smart tip for positioning oneself for success. John also shares stories about working in the white house and the importance of having normal conversations with people to connect and build relationships. He shares all kinds of fun stories and great life and business advice from embracing whatever you are doing to the importance of surrounding yourself with people who energize you.

You can find John here:
Smart Business Revolution
The Smart Business Revolution Podcast
John Corcoran LinkedIn
@JohnCorcoran on Twitter

Show Notes
[01:50] John interned at The White House after college. Then he went back to school, but he kept in touch with people there and the other speechwriters. The day he was asked for a writing sample he happened to have a letter to the editor published in the New York Times.
[03:05] A great example of things we can do to position ourselves for success.
[04:56] Working at The White House was a great experience for a guy who was 23 years-old. He would run into Bill Clinton and other dignitaries in the hallway.
[06:07] He also saw the Easter Egg Toss, and met The President and introduced him to his family in the oval office.
[07:02] Be multifaceted and embrace whatever you do that is unique about you.
[07:34] A story about having a conversation with The President about old movies, and how it is important to have normal human conversations with people. That way you are more likely to have a connection and build a relationship.
[09:51] A couple chance meetings ended up landing John the speechwriter job for The Governor. Every topic would come across his desk and he would have to learn about it and then distill it down to something quotable.
[11:29] Writing has its own unique requirements. John studies and reads other writers, and for speech writing he listens to how they speak.
[13:15] Thinking about what is in the audience’s head and how you can move them to take an action or sell them an idea. You can do this by addressing all of the objections.
[14:18] How the language you use frames a topic. The importance of practicing over and over. Understanding the other side when making a persuasive argument.
[15:55] Understanding from a place of compassion to understand other people’s objections.
[16:22] John writes for Forbes, Psychology Today, Art of Manliness and many other major publications.
[16:57] How John reads about a topic and writes ideas then eventually creates a structure.
[18:39] Ironically, John is more structured now for his blog posts. He grabs attention with the headline and the first line that speaks to the pain. Then he works into why it matters or is relevant. Then maybe a story then 5 or 7 ways to solve the problem. Then wrap it up with a callback.
[21:55] Guest posting really helped John get his name out there. Now he is getting more results from webinars and other different forms.
[22:43] Entrepreneurs love to ask other entrepreneurs what’s new. Entrepreneurial ADD. Sometimes an idea in a conversation is inspiration for John’s writing.
[24:37] The importance of honing in on your area of focus and the core thing you want to write about. Define and master your niche.
[26:05] Ideas can come from other books or their table of contents. Having conversations is a great place to get ideas. By doing more research the topic will flesh itself out more.
[27:31] How first person pontificating is the least interesting type of writing. Weave in other’s perspectives. Interviewing people will give you ideas.
[28:54] John uses free planners and The Five Minute Journal to plan his day. He also goes to coffee shops to write, but after doing the research and having all of the content.
[31:01] Triage your emails and find the greatest impact you can have. You can’t answer all of the one-on-one emails.
[32:52] You have to be willing to give things up to write. You also have to accept you can’t do everything. Getting things done boils down to day-to-day habits.
[35:11] Constantly battling the decision of how you spend your time. Do whatever it takes to get things done.
[37:00] The importance of spending your time getting what is inside of you out and not wasting time. The benefits of creating content snowballs for life.
[39:57] The satisfaction of being a creator is so much more than the short term satisfaction of being a consumer.
[40:41] John used guest posting to increase his subscribers from 1000 to 6000.
[44:51] How a guest post creates email subscribers. If starting today, John would just use Leadpages and guest post before building a blog. Giveaway a resource with something relevant. Topic of guest post, topic of site, and topic of free resource.
[48:23] How John is one of the most well-connected people Chandler knows.
[48:57] Writing is a great tool for building relationships. Interviewing people will give them exposure and create a connection for you.
[50:05] How relationships create all kinds of opportunities.
[50:26] Mindset do the opposite of ask and help. Don’t let fear of rejection to stop you.
[51:34] Take the time to write down 50 people you would like to meet or interview in the next six months. It gets easier as you work your way up the ladder.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Jim Kwik
Art of Manliness
The Five Minute Journal
Lise Cartwright
Productive Flourishing
Enounce
John Morrow
Leadpages
Andrew Warner

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Click here to be taken to the Self-Publishing School podcast on iTunes.

SPS 033: How I Used My Book “Podcast Launch” to Help Create Podcasters’ Paradise with John Lee Dumas

I am joined by the one and only John Lee Dumas. John is the man behind the Entrepreneurs on Fire website and the super popular EOFire podcast. This podcast is an award winning podcast that reveals the journey of inspiring entrepreneurs seven days a week. John has interviewed a list of who’s who in the business and entrepreneurship world including Barbara Corcoran, Tim Ferriss, Seth Godin and even me.

John is also an amazing example of a successful entrepreneur in the podcast industry. I don’t have to tell you this because his numbers and income reports speak for themselves. Today, we are going to talk about his first book Podcast Launch and why and how he wrote it. We also talk about how the book was the inspiration for JLDs successful podcasting course and community called Podcaster’s Paradise.

We also talk about how John built a list and used his book and podcast as a lead generation tool. He created a free podcast course and didn’t hold anything back. Some people said he was crazy for doing this, but the lead generation results of the course also speak for themselves. This is fun episode where my friend John shares how his book, course, and funnel led to his biggest earner at the time which was Podcaster’s Paradise.  

You can find JLD here:
Entrepreneurs on Fire
Entrepreneurs on Fire Podcast
Books and Course by JLD including Podcast Launch and Free Podcast Course
Podcaster’s Paradise
Podcast Launch
@JohnLeeDumas Twitter
John Lee Dumas facebook

Show Notes
[01:41] In hindsight, writing a book seemed liked the most obvious step. Entrepreneur on Fire was meant to be about entrepreneurship, but listeners wanted to know John’s method for podcasting, so he decided it was time to tell his story.
[03:34] John and Kate wrote the book from start to finish, and he has rewritten and revised it several times. The day it launched it was the number one ranked book in Amazon for podcast and podcasting. He wrote the book in a weekend.
[04:29] The book launched in February of 2013 and Podcaster’s Paradise launched in October of 2013. Writing the book helped John realize that he did have a process.
[05:14]  How starting is hard, but once things are started they flow. It took about 70 hours for John to write the book.
[06:29] The book helped John realize that there was an audience for people wanting to podcast. This sparked the idea for Podcaster’s Paradise.
[08:51] Podcast Launch was the MVP for Podcaster’s Paradise. John also had more to share and knew that people wanted a community.
[09:54] How John created a wire frame of what his course would look like, then he told his book readers that he was creating a live podcasting workshop. He also gave his early readers early access at a discounted price. He also said it would open in 45 days at a higher price.
[11:25] The webinar proved that it was a viable product and he created everything and opened the doors at $397 and he still has his lifetime founding members that got in at $197 early adopter discount price. Now the product costs much more.
[13:09] John was able to bounce ideas off of his 35 founding members as he built out the course. The feedback helped in the creation process.
[14:18] John put an offer for the free audio version of the book on the second page of the book. This was a great optin for his webinar. Even people browsing the book would find the optin link. This method combined with others helped build a nice targeted email list.
[17:39] Podcast Launch has been a great lead generation tool for Podcaster’s Paradise and the book continues to make sales.

[18:26] All of the funnels lead to Podcaster’s Paradise because at the time this was his biggest source of revenue.
[19:33] The best thing he did was create the FreePodcastCourse.com It teaches everything without being a cliffhanger. This allowed him to build a 12,000+ person email list that he can use to market.
[22:01] There is an image leading to the free course right at the beginning of the book, and it drives leads every single day. He also uses the Entrepreneur on Fire intros and Leaddigits.
[24:44] John has several intros that he uses to present his calls-to-action in his podcast.
[25:14]  John shares how Chandler helped him increase his lead generation sign ups into the free podcast course.
[31:54] How John has found some great podcast mentors who he can recommend to his readers and listeners. The referral system generated revenue for John.
[33:07] How we have to pay our dues and have our seasons of work before we can learn and scale in a massive way.
[33:54] John also has people he recommends for intro, outros, and logos. He is also one of nine affiliates for LibSyn. Use promo code FIRE for two free months.
[35:18] When he has a guest recommend a book he mentions his Audible.com affiliate link.
[37:47] John recommends coming from a place from within to provide genuine value when writing a book. Then take a step back and add on marketing tactics and tools. Focus on email capture and bonus content that will grow your list.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Ernest Hemingway
Leaddigits
1755: Growing your business past 7 figures using a book (how I did it) with Chandler Bolt
Entrepreneurs on Fire
Entrepreneurs on Fire Podcast
Books and Course by JLD including Podcast Launch and Free Podcast Course
Podcaster’s Paradise
Podcast Launch
@JohnLeeDumas Twitter
John Lee Dumas facebook

You might also enjoy:

 

Click here to be taken to the Self-Publishing School podcast on iTunes.

SPS 032: Growing My 8-Figure Business With a Book with Ryan Deiss

Ryan Deiss has taken email marketing, sales funnels, and creating and selling products to another level. He is the founder and CEO of DigitalMarketer which is a premier online community for anyone marketing online. Ryan and his team have invested over $15,000,000 on marketing tests, have generated tens of millions of unique visitors, sent over a billion emails, and have run over 3000 split tests.

Today, Ryan shares his marketing expertise as we talk about his book the Invisible Selling Machine which is all about email marketing and is also based on a product that supplies marketing email templates. Ryan shares how a book is a great tool to jumpstart a business and the importance of having a back end in place. He also used a unique webinar concept to test the title and write the book fast. Ryan shares how he and his editor collaborated and then how he edited everything to make sure it was in his voice. He also shares insights into marketing, writing, and being an effective entrepreneur.  

You can find Ryan here:
DigitalMarketer
Ryan Deiss LinkedIn
@RyanDeiss Twitter
Ryan Deiss facebook
Invisible Selling Machine
Books by Ryan Deiss

Show Notes
[01:49] Ryan feels that books are timeless because people get it. Ryan wrote The Invisible Selling Machine because he had something to say and there weren’t a lot of books about this topic.
[03:27] The book is great as media and a lead generation tool. A book isn’t a business, a book jump starts a business.
[04:15] After the book Ryan had the next step which was The Invisible Selling Machine template product. The concept stands alone and that information is the foundation of the book.
[04:59] Even though he had a course on the topic, writing the book took a lot of effort. Ryan had to think through how to teach the concepts.
[06:21] Ryan created a webinar and split tested titles to get the title for the book. The webinar bullet points were on the back of the book.
[07:16] He wanted the story in the webinar to create a foundation and then share the result. Then he wrote a step by step and addressed objections and it turned out to be a good format for a book. Ryan had an editor that helped turn the webinar into the book, then Ryan rewrote a lot of it.
[10:49] How it’s important for a book to stand on its own and not just be a disguised sales letter.
[15:15] The importance of turning a glance into a stare with a title and subtitle.
[15:45] How Ryan accidently sent the wrong cover to the editors and how the printer messed up on the first print. He was so disappointed to see his first copies looking so bad. He had 10,000 copies and was able to use them for a free promotion with paid shipping only.
[24:13] Ryan has total control over his book and he uses it for marketing purposes that he controls.
[24:56] His book has produced millions of dollars of revenue for him and he owns all of it. He doesn’t want to have to buy from a publisher to use his book as a tripwire. Although, someday he may go the traditional route.
[26:14] One of the biggest issues with using a publisher is the timeline. If you take your advance and put it back into the campaign it would be effective, but 12 to 18 months is a deal killer.
[29:03] The importance of having a funnel in place before you public the book. There needs to be steps in between like additional training or mini-classes.
[30:39] He also made a quick optional upsell video. It was passive, but it performed well.
[32:24] Having a permission based micro commitment upsell.
[33:54] The thank-you page had another video which also gave away free videos. Which are used as a perpetual launch. He is also driving facebook ads to the book which will always sell because of the backend.
[37:02] For immediate revenue it came from the Secret Selling upsell. The 30 and 60 day revenue was trumped by The Machine.
[38:43] Ryan uses that money to put back into the campaign to get subscribers for Digital Marketer Labs. You have to reinvest money if you want to grow.
[40:11] People want new products. With a membership, you can deliver the new without selling the new.
[43:00] People join membership groups to have a community.
[44:57] How Ryan hired key people who are responsible for his membership even a dedicated community manager for the facebook group.
[48:23] How the team tracks campaigns to make sure they are effective. How a $500 buy on facebook ads is a good risk. It’s hard for Ryan’s team to justify a funnel that goes past 90 days.  
[50:47] The importance of the cost of customer acquisition and customer lifetime value. Looking for ways to maximize the value of the customer.
[52:39] The dangers of big companies getting too comfortable and dying a slow death.
[53:13] How Ryan’s business isn’t a launch centric business.
[54:24] How having subscription revenue and ongoing sales and products is so much safer than the launch model as the sole method of selling.  

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Tim Ferriss
DigitalMarketer
Ryan Deiss LinkedIn
@RyanDeiss Twitter
Ryan Deiss facebook
Invisible Selling Machine
Books by Ryan Deiss

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SPS 031: Building my Business & Group Coaching Program with Jaime Tardy

Jaime Masters (Tardy) is a 7-figure business coach, keynote speaker, bestselling author, mother, entrepreneur, and someone who I am excited about having on the show today. She is the woman behind the Eventual Millionaire website and podcast. She is also the bestselling author of The Eventual Millionaire book which we are going to talk about today.

She has interviewed over 200 millionaire entrepreneurs and has been featured on major news outlets like CNN, MSN, Success Magazine, and Yahoo. Today we are going to talk about her book “The Eventual Millionaire” and what it has meant for Jaime’s business and coaching along with the marketing side of the book. Jaime is a good friend of mine, and we have talked about the book often, and I am really excited to have her on the show.

You can find Jaime here:
Eventual Millionaire
Eventual Millionaire Podcast
Jaime on Twitter @eventualmillion
The Eventual Millionaire by Jaime Tardy
Jaime Masters on LinkedIn

Show Notes
[01:32] Jaime thought she wasn’t a good writer, but her website was taking off and she made writing a book a goal. She also had agents interested because she had an audience from her website.
[03:35] The agent contacting Jaime was timely because earlier she had made writing a book one of her goals but had put it on the backburner.
[04:46] She had to decide whether to self-publish or publish traditionally. She had a story because she quit a high paying job and got out of $70,000 in debt.
[07:24] Writing with a traditional publisher and meeting the deadlines can be difficult.
[08:15] The purpose of the book was to condense all of her interview information for her readers. The book also helped her coaching career because people will get behind a book and promote you. The book helped with leads for her products and speaking engagements.
[10:05] Also the bloggers that rose to the top had books, she wanted to also have that credibility. Her kids also thought it was pretty neat.
[12:10] She found her book on the shelf at Barnes & Noble on 5th Ave. in New York.
[13:06] Writing the book proposal took about three months. Just getting the book to the publisher took about a year.
[18:36] How the editors and marketing from the traditional publisher weren’t done very well, so Jaime still had to do additional editing and marketing. She would self-publish in the future.
[21:55] Having a list is great for marketing. Always build an audience. She also added her friend’s list and it equaled a million and a half people. She also did guests posts, giveaways, videos, and a landing page. She also followed a lot of Jay Baer’s marketing advice.
[27:26] They were sending free books to people for marketing when they did a guest post they would send a book for the host and one for them to giveaway.
[29:03] She also had a press page for the book with images and tweets and everything someone would need to promote the book. The audience that moved the most books were audiences that knew her from well-trafficked blogs. She thinks anyway.
[32:22] The credibility of the book for press and clients were great. Books also force you to systemize your knowledge.
[36:17] She had links in the book to get leads. People who have read your book are well-qualified leads. She also had a funnel set up for the backend. The book was the first part of the funnel. The money comes from the backend.
[44:00] Her parting tip for new authors is to find someone who has done it before, so you know what works or hire someone who does. Learning the process on your own is a lot. Know what you need to know.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Pat Flynn
Jay Baer
Leadpages
Daily Worth
Business Insider
The Eventual Millionaire Book Page
Eventual Millionaire
Eventual Millionaire Podcast
Jaime on Twitter @eventualmillion
The Eventual Millionaire by Jaime Tardy
Jaime Masters on LinkedIn

SPS 030: 6 MONTHS TO 6 FIGURES with Peter Voogd

Joining me today is the man, the myth, the legend. Peter Voogd is the leading authority for young entrepreneurs. He built an 8 million dollar empire by the age 27 and has trained close to 5000 entrepreneurs. He is the founder of Game Changers Academy, and the author of the International bestseller 6 Months to 6 Figures. He also runs the top rated podcast Young Entrepreneur Lifestyle 2.0.

We are going to talk about Peter’s book, and how he used it to grow his business. Peter started with a unique story and then made sure that the angle he was using to approach his book and marketing was unique. Then he used a great launch team and used every platform that he had access too. He shares all of this with us, plus how he leveraged relationships with influencers including Donald Trump to really get the word out about his book.

You can find Peter here:
Peter J. Voogd
Young Entrepreneur Lifestyle 2.0 Podcast
Peter on Twitter @PeterVoogd23
Game Changers Academy
Peter Voogd on LinkedIn
Peter Voogd on Facebook
Peter Voogd on Instagram
6 Months to 6 Figures
Books by Peter Voogd
6 Figures Book

Show Notes
[01:49] Peter’s book was years in the making. It was based on his last 6 or 7 years of experience. He went from dead broke to making a 6 figure income. The book took Peter’s influence to a whole new level.
[03:11] The main purpose was to shift our culture with a tactical hands-on book for entrepreneurs. He also wanted to impact people while building his brand.
[04:26] It took Peter about 6 months for the actual book writing.
[04:53] Peter needed a unique angle and he found 10 differentiators for his book. He developed partnerships and reached out to a top-notch team. He used all of his platforms at once.
[06:48] He also wrote in publications, used his podcast, spoke to groups, and reached out to team leaders and influencers.
[09:25] Leveraging other people’s proven platform is the key and reaching out is a numbers game. Peter even got an endorsement from Donald Trump.
[11:15] How Peter came up with his book title. It took him awhile to come up with that great title, but he was surrounded by a great team and they did a lot of brainstorming. Then he surveyed people in his circle of influence.
[14:08] The importance of writing your way to the title after the book is finished.
[14:56] Peter attributes his books selling power with writing a book that creates a movement and shifts something people do daily. It has to be different and inspire people.
[14:56] Peter attributes his books selling power with writing a book that creates a movement and shifts something people do daily. It has to be different and inspire people.
[18:11] He also asked people in the academy to review the book. He did the audio book himself and it is selling well.
[20:28] Peter only focuses on his circle of genius. He had a great team to work on the launch and he focused on creating content.
[21:31] Make a target list of people who have a bigger audience than you and leverage that audience.
[26:44] He also contacted group leaders and offered them discounts to buy in bulk to give away.
[27:52] Self-publishing with the right team is a great way to make more money.
[32:23] How Peter masterminds with Hal Elrod and loves to implement his ideas.
[34:08] Peter has a plan to continue his sales and keep the sales steady. He is also coming out with his second book, and the second book is so much easier than the first book.
[35:18] Peter’s biggest backend income stream has been the academy and speaking.
[36:05] Affiliate partnerships have been an unexpected income stream.
[37:56] He is now working on the entrepreneur’s blueprint to mastering success. Most of the information is taken from his top 30 podcasts with practical action steps. It is in a teachable framework that is very tactical.
[41:18] His long-term strategy is being more strategic with the backend and he plans to promote at a higher level.
[42:38] Having an unshakable confidence in what you are doing and not being afraid to ask for help. Everything with the second book will be scaled.
[47:29] He is also doing a lot more video.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
How Peter Voogd Went From Zero To A Six-Figure Income In 6 Months
How To Find Your Way As An Entrepreneur – 4 Simple Tips
Hal Elrod
Gary Vaynerchuk
Traction
Dan Kennedy Books
John Maxwell
Brian Tracy
Peter J. Voogd
Young Entrepreneur Lifestyle 2.0 Podcast
Peter on Twitter @PeterVoogd23
Game Changers Academy
Peter Voogd on LinkedIn
Peter Voogd on Facebook
Peter Voogd on Instagram
6 Months to 6 Figures
Books by Peter Voogd
6 Figures Book

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

SPS 024: From Self-Published Author to Front of Store Placement with Eileen Wilder

Today, I am speaking with Eileen Wilder. She is a bestselling author, pastor, and coach who teaches women how to experience unstoppable self-confidence. After going through Self-Publishing School, she experienced breakout success publishing her first book The Brave Body Method on Amazon. Then eight months later, a publisher asked to acquire the rights to the book and released it nationwide. She has since gained national TV coverage, speaking opportunities, and out front placement at Barnes & Noble.

Through the success of this book, she has managed to serve more people than she had ever imagined. Although, starting wasn’t that easy. Eileen had an epiphany while at her grandmother’s funeral and realized she needed to do something great and share her gifts with the world. She still struggled with confidence, but was able to push through and build confidence through going through Self-publishing school and developing a powerful writing habit into her daily routine. Eileen shares her story, her book, and more with us on this episode.

You can find Eileen here:

Eileen Wilder Website
The Brave Body Method
Eileen on YouTube
Eileen on Twitter @eileenwild
Eileen’s Facebook Page

Show Notes

[01:33] Eileen had an epiphany at her grandmother’s funeral and decided that she needed to write a book.
[02:25] Eileen asked herself if she was really contributing to life. She needed to speak the message inside her heart.
[04:28] How Eileen struggled with lack of confidence and had a gradual awakening.
[06:21] The habit of writing 1000 words a day in Self-publishing school helped give her confidence and discipline to accomplish her goal.
[07:08] Her routine consisted of waking at 4:30 and going to the gym. Then she would sit down and write for an hour and a half.
[08:18] Through focused time and doing it every day and eventually her book was finished.
[11:08] Through SPS she learned how to structure, write, break things down, and market her book.
[12:44] How Eileen became obsessed with finishing her book and completing her goal. The power of laser-like focus.
[13:54] The domino effect of having discipline in her life and the ripple effect.
[14:40] Mindset changes and not having limiting beliefs when it comes to completing goals.
[16:19] Don’t share your writing with the wrong people.
[16:34] Being yourself and writing with your voice alone.
[19:26] Finding someone to support you and not letting others discourage you. Eileen found a lawyer and language master that helped her with her book.
[20:34] Your book won’t be for everybody. How we are meant to speak to who we are meant to speak to.
[23:06] Naysayers and people who are contrarians or people who may be jealous.
[23:53] How other people can discourage you when you make a decision to do something.
[25:39] Eileen reached out to everyone she could when she launched her book. She gave out advance copies and invited people to write reviews. She emailed everyone she could. When she launched she had 114 reviews from this method. It also helped her confidence.
[27:07] She also posted on forums and did all of the online marketing she could including reaching out to friends who had bigger platforms than she had.
[29:53] She had a small email list when she started, but since the book has been out it grows everyday. She put a call to action in the book for sign-ups.
[32:18] How Eileen met her publisher at an event. After researching her success, he made an offer. This opened more distribution channels like Barnes & Noble.
[34:55] Eileen used a coach for the contract negotiation and she was given a great deal.
[38:15] Creating one-page sales sheets for books and being your own PR agent and approaching producers of TV shows.
[41:31] Getting on Barnes & Noble was the craziest thing that happened, along with a book signing there.
[43:21] Final parting tip is to go for it and share how you can serve others.

Links and Resources:

self-publishingschool.com
Spsfreetraining.com
The Power of Habit
Eileen Wilder Website
The Brave Body Method
Eileen on YouTube
Eileen on Twitter @eileenwild
Eileen’s Facebook Page

SPS 023: How to Use Books to Book Yourself Solid & Grow Your Speaking, Coaching & Training Business with Michael Port

Michael Port an entrepreneur, podcaster, and keynote speaker. Michael is the author of six books including Book Yourself Solid and Steal the Show. The Boston Globe referred to Michael as an “uncommonly honest author” and Jonathan Fields has called him “a public speaking phenom.

Michael also hosts the Steal the Show Podcast and is the founder of Heroic Public Speaking and Book Yourself Solid School of Coach Training. He was trained as an actor and has been on television shows like Sex and the City and Law and Order. He especially shines as a keynote speaker and has even been know to offer live coaching sessions while on stage. Michael is a successful guy, and I’m really excited to learn about how he used his books to promote his speaking career and establish himself as an expert.

You can find Michael here:

Michael Port
Book Yourself Solid
Steal the Show
Books by Michael Port
Steal the Show Podcast
Heroic Public Speaking
Book Yourself Solid School of Coach Training

Show Notes

[01:34] How everybody was writing a book and Michael thought it was a natural progression for him to do the same.
[02:41] Being a writer and finding the right narrative. Writing as practice for writing.
[03:33] How Book Yourself Solid reached #2 on Amazon.
[04:49] The importance of organization and being perceived as the expert.
[05:10] Breaking all of the content down into sequential modules.
[06:06] The modular framework and how well it works. Along with the chronological and numerical framework and more.
[08:18] The framework combinations Michael used for his books.
[10:01] How stories and jokes often follow the 3 act structure.
[10:27] Playing the right role and stealing the show. Getting a standing ovation for all of your performances.
[11:39] How public speaking is like putting on a show and creating an experience.
[12:22] Selling more books if you are a great speaker.
[14:01] Numerical, number of keys, rules, sequential, chronological, modular, problem-solution, compare-contrast, 3 act structure, reference and combined are also possible frameworks for creating content for books to speeches.
[17:05] After Michael’s first book he got more money, more clients, and his confidence was boosted along with doors opening.
[22:39] The difference between a message book and a curriculum book.
[24:50] Having something to sell on the backend when writing a book.
[33:33] Using a book as a driver or a must and using other promotion methods are choices. The books promote your products and other methods promote the book.
[35:04] Finding your platform. The books are Michael’s platform.
[39:35] Going from the book to buying a program. Offer a free resource with an opt-in from inside the book. Then you can begin a funnel.
[46:15] Maintaining confidence and not getting discouraged from criticism. Deliver what you promise and ask if it is you or them?
[47:36] How Stealing the Show is designed to drive Michael’s business. He is driven to create this book.
[52:19] The best stories are the ones the audience doesn’t realize is a story until they are into it.
[53:08] Turning speeches into performances.
[55:33] Things like absolutes put holes in your argument.
[57:51] Knowing who you are to be a performer and strip away the armor be yourself.
[01:00:09] Do the work and don’t be a perfectionist. Due dates can also help with getting things done.

Links and Resources:

self-publishingschool.com
Spsfreetraining.com
Jonathan Fields
The 7 Habits of Highly Effective People by Steven Covey
Good to Great by Jim Collins
Think Big Revolution on YouTube
Tribe by Seth Godin
Duct Tape Marketing
Copyblogger
Art of Charm
Michael Port
Book Yourself Solid
Steal the Show
Books by Michael Port
Steal the Show Podcast
Heroic Public Speaking
Book Yourself Solid School of Coach Training

SPS 022:Behind the Scenes of Multiple NYT Bestsellers with Daniel Decker

My guest today, is Daniel Decker. He is the CEO of Higher Level Group and an expert at platform development, book launching, and marketing for authors and speakers. He has worked with such notable authors as Jon Gordon, Michael Hyatt, Ryan Blair, Mark Sanborn, Crystal Paine, Allison Pataki, and Tony Robbins to name a few. If you haven’t heard of him, you have probably heard of one of the books he has helped launch.
 
We talk about his first book marketing venture, and how he crushed it and moved on to creating even bigger launches and platforms. We also talk about the importance of having a team, and how self-publishers still need to get out there and hustle on their own. Daniel shares the importance of offering something of value when trying to find promotion opportunities. He also shares his past successes and lessons learned along the way. He talks about platform building for speakers and authors and more.

You can find Daniel here:

Daniel Decker
Higher Level Group
Daniel on Twitter @DanielDecker
Daniel on LinkedIn
Daniel on Instagram
 
Show Notes
 
[02:10] How Daniel got started on the book side of things. He had an ad agency. His friend, Jon Gordon, wrote a book and they crushed it on marketing.
[06:25] Jon had a 4-week Today Show segment with ways to get your energy up. Taking it national worked.
[07:12] How Daniel focuses on relationship capital and adding value. He presented already researched ideas to producers which would help the producer as well as themselves for promotion purposes.
[12:52] If Daniel can help better the world and feed his family it is a win win.
[13:33] Daniel gets enough business by referral that he doesn’t really have to market his services.
[14:31] On the first launch the combination of everything was the key, but being on The Today Show really helped. They also ran a Dr. Weil ad.
[17:44] Being a giver and meeting Michael Hyatt through his blog. He offered to add value to Michael’s platform and proved that his ideas were good.
[19:03] The importance of leverage and having a special landing page instead of an AWeber form.
[24:00] Daniel takes every client as an individual and what their goals are before creating and condensing the campaign.
[25:38] How it’s harder for self-published authors to get on the New York Times list. Presales are important and distributing sales among retailers.
[26:54] Having a 50/50 strategy between pre-sales and launch marketing.
[27:39] Getting strategic with launches including using free books on the back-end.
[28:59] How the NYT list is not only based on volume. They are subjective.
[33:33] Methods for incentivizing offers and growing a mailing list. Using things an audience will perceive as value.
[34:33] How people tend to devalue their offers and how it is surprising how well it does.
[34:53] The importance of having a launch team.
[36:06] How people want to help other people succeed and help spread the message.
[36:40] Always offer something of value when you reach out.
[38:22] Having a launch team with a thousand people. Usually, 60 to 70 percent participate. How creating a launch team is not shooting yourself in the foot.
[40:02] Nurturing a launch team and asking for support and creating a net gain of book sales.
[41:16] Not burning people out by communicating only things that need to be communicated.
[42:18] Remembering that people are people and use your launch team strategically and be sure to engage with them.
[45:50] Asking a launch team to read and critique the book. Asking for reviews and to buy a copy. Taking the team on the journey with you.
[50:29] Partnering with charities and nonprofits as an incentive to get views etc.
[53:01] Long tail promotion strategies include defining who you want to be and where you want to go. Do you want to monetize the book or promote your core product?
[56:19] Having your book sales tracked by BookScan and metrics that publishers use to track sales.
[01:01:19] Daniels plan for using a publisher for his first book and self-publishing for his second book.
[01:05:08] Parting advice is to find a publishing plan and then act on it.

Links and Resources:

self-publishingschool.com
Spsfreetraining.com
Energy Addict by Jon Gordon
Dr. Weil
Michael Hyatt
AWeber
Platform by Michael Hyatt
Get Published Course Michael Hyatt
Platform University Membership Site
WishList Member
Bury My Heart at Conference Room B by Stan Slap
Nothing to Lose, Everything to Gain by Ryan Blair
Money Saving Mom
BookScan
Daniel Decker
Higher Level Group
Daniel on Twitter @DanielDecker
Daniel on LinkedIn
Daniel on Instagram

SPS 021: Using Books to Grow My Blog, Following & Online Business with Crystal Paine

Today, I am speaking with Crystal Paine from Money Saving Mom. Crystal is a wife, mother, speaker, and author of several books. Money Saving Mom is a coupon and blogging website about intentional living, finance, family, and business. Crystal began couponing while living on a strict budget while her husband was in law school. Her couponing and blogging eventually turned into her Money Saving Mom blog which exceeded her expectations and helped allow her and her husband to purchase their home outright.

Being around Crystal is contagious. She is just one of those people who you would trust to let your kids go to her house. I’m excited about this episode as we discuss how Crystal used her books to help promote and grow Money Saving Mom to phenomenal levels. Crystal wrote her first book The Money Saving Mom’s Budget when she was contacted by a publisher. She had a following, but she didn’t really know how to write a book and really didn’t understand the contract.

Her first book deal was a bit rocky because she did everything wrong, but it was a great learning experience. She shares her lessons and inspiration for writing a book the right way. Some of these include having a thorough plan, outline, and proposal. As well as having a ghost editor to help with cohesiveness, accountability, and input. With these experiences learned Crystal is now a book writing machine, and she shares all of this and more in today’s episode.

You can find Crystal here:

Money Saving Mom
Books by Crystal Paine
The Money Saving Mom’s Budget
Money Making Mom Book
Say Goodbye to Survival Mode
Show Notes

[01:34] Why Crystal decided to write her first book The Money Saving Mom’s Budget.
[04:43] Lessons learned included needing to have a plan before writing a book.
[05:31] On her second book she spent time finding the idea and then focusing on that topic and writing a proposal that outlines every single step.
[07:20] Using ghost editors made the full-length book process much easier.
[08:21] The editing process helped with accountability and organizing and strengthening the text.
[09:54] Having published books gives a form of legitimacy and credibility that opens up opportunities.
[11:18] Going through a publisher is not as strong an income stream as self-publishing.
[11:56] Crystal had to make the time to work on her books because she is extremely busy and it becomes a family endeavor.
[13:01] Getting up early helped with her first books. She wrote her third book from midnight to 4:00 am to find time to focus.
[14:49] Her husband also helped with the homeschooling and allowed Crystal to sleep in.
[16:51] She put together a marketing plan for her first book. Publishers expect you to do the work of marketing.
[18:27] She planned 7-9 months in advance and found hot topics to write on and promote on social media. She thought about the marketing while writing the book.
[19:33] On her third book she was honed in on marketing from the beginning including finding her target audience of overwhelmed moms.
[21:35] She focused on sharing the value the book would give people in the form of articles and creating awareness.
[24:00] Using a launch team also helps get the word out.
[27:58] The book has opened doors and helped Crystal’s confidence grow.
[31:05] Being a real person has been key to Crystal’s success.
[32:18] Crystal used Periscope to promote her 5-day Money Making Mom course.
[37:27] Crystal offered a free 1st-day offer on her courses. This was a great teaser that led to a lot of sales.
[38:13] Her biggest revenue is from email sign ups and blog readers which lead to affiliate sales.
[38:56] Her books are also in the library which has led to readers.
[39:45] Giving away coupons and freebies from companies fell flat on its face until she gave away a chore planner. Focus on the freebie that will be the biggest incentive for people.
[44:02] Share your own unique gifts and your own unique story.

Links and Resources:

self-publishingschool.com
Spsfreetraining.com
Sell Your Book Like Wildfire
Periscope
Motivated Mom’s Chore Planner
Money Saving Mom
Books by Crystal Paine
The Money Saving Mom’s Budget
Money Making Mom Book
Say Goodbye to Survival Mode

SPS 020: How to Punch Worry in the Face with Mitch Matthews

I am really excited about today’s guest. It’s the man, the myth, the legend Mitch Matthews. Mitch is a speaker and entrepreneur and the host of the DREAM. THINK. DO. podcast. Mitch is an inspirational guy. He is a success coach and the author of Ignite: 3 Simple Steps for re-sparking Your Buried Dreams and Building a Plan That Finally Works. He is also the founder of the BIG Dream Gathering where people can get clarity on their dreams and goals and then build a plan that enables them to take massive action towards those goals.

Today, we talk about the worry, fear, and doubt side of writing a book. We talk about how there is a huge disparity of people who want to write a book compared to people who have written a book. Circumstances sometime have something to do with it, but the main problem is usually mindset. Mitch shares his ideas about how to think better and to create the right mindset to crush our goals and dispel worry, fear and doubt. Mitch also touches on his 3 ways to punch worry in the face, tips for productivity, and hacks for getting that writing done.

You can find Mitch here:

DREAM. THINK. DO. Podcast
Mitch Mathews Website
Ignite: 3 Simple Steps for re-sparking Your Buried Dreams and Building a Plan That Finally Works
Mitch Mathews LinkedIn
BIG Dream Gathering
Show Notes

[02:06] Things that get in the way of thinking better. Worry.
[03:59] How we get nervous right before publishing a book. Worry is why so many people never take the final step and publish.
[05:33] First step is to acknowledge worry. Sometimes we don’t even realize it has overtaken us.
[07:11] How fight or flight can be good when it comes to safety, but chronic worry has negative effects.
[08:19] How worry narrows our ocular nerve and makes us see less, great for escaping predators but not so much for creativity.
[10:45] Acknowledging the worry is there and then replacing it.
[11:14] Taking an inventory of what you are actually concerned about.
[14:06] How many of the things that people worry about can be overcome with training.
[14:22] Getting so caught up in the fear that you don’t take that first step.
[14:40] Distinguishing between good and bad worry.
[15:31] How journaling can help get a handle on the worry so that you can acknowledge it and make adjustments. A worry journal.
[16:44] Replacing the worry. If you are told to not think about purple cows, replace it with pink elephants.
[20:31] How worry is unproductive imagination.
[22:53] To replace worry ask yourself better questions.
[23:30] Asking what success looks like.
[25:51] Asking what I can control and what I need to let go.
[26:28] Step 3 is doing something intentionally. Worry may make us react in a way we don’t want to. After acknowledging worry and replacing worry, take intentional action.
[28:43] Having an action that you can take immediately even if it is only for 15 minutes.
[29:13] Giving yourself permission to skim a book in 15-minute chunks. Give yourself permission to listen to the book’s author on podcasts while working out or when you can fit it in.
[33:35] The difference between worrying and being tempted to worry.
[38:37] Giving yourself grace if something goes wrong instead of just going off track permanently.
[44:39] The importance of surrounding yourself with supportive people.
[46:21] Having other people’s back, so they will have yours and not defining your circle of influence to your zip code.
[49:04] Punching worry in the face. Acknowledge or write it down. Replace it by asking a better question. Getting it out of your head and then doing something intentional or taking action to shift that state of mind.
[50:33] Acknowledging your worry may be the genesis of what you need to teach about. Teach the lessons you break through.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Brendon Burchard | Declarations to Claim Your Personal Power
DREAM. THINK. DO. Podcast
Mitch Mathews Website
Ignite: 3 Simple Steps for re-sparking Your Buried Dreams and Building a Plan That Finally Works
Mitch Mathews LinkedIn
BIG Dream Gathering

SPS 019: How I Self-published My Way onto the Wall Street Journal Bestseller List with Pat Flynn

Today, I am talking with Pat Flynn from the Smart Passive Income Blog and the Smart Passive Income Podcast. Pat is an entrepreneur, blogger, podcaster, speaker, author, and an all around great guy. He one of the OGs of the Internet. It doesn’t matter how many people you talk to, some of them will say they got started after listening to his podcast or reading his blog.

Pat is the author of two books. Let Go and his newest book Will It Fly. I’ve talked to him in the past before he launched his books, now it is time to take a peak on the other side after launching his books. When Pat wrote Let It Fly he wanted to create a book about a topic that people wanted to learn about. Instead of writing what he wanted to write about. He asked questions, used surveys and polled his audience to find that correct topic. Then he went beyond this and used several methods to validate the process. Including a bold and unique process that he writes about in Will It Fly.

You can find Pat here:
Smart Passive Income
Smart Passive Income Podcast
Pat Flynn on Twitter @PatFlynn
Pat on Facebook @smartpassiveincome
Let Go by Pat Flynn
Will It Fly? Book

Show Notes
[01:49] Why Pat wrote Will It Fly. He always knew he wanted to write another book and a business book at that.
[02:29] He tried to discover what would help the most people to find a topic to write about. With surveys and conversations, he discovered that people struggled with finding a business idea.
[03:29] He also used his Ask Pat Podcast to find out what people really wanted to know.
[04:00] He also asked random people on his email list to pay him $10 to show that they would actually buy the information.
[04:53] Fears and unknowns are what scare people when starting a business.
[05:32] Validation experiments buying AdSense ads by Tim Ferris.
[06:59] Why Pat chose to self-publish.
[08:55] The book also became a Wall Street Journal Bestseller.
[11:19] Pros and cons of self-publishing and timelines. Pat hired an accountability coach.
[12:21] He had notes all over his office and then he used rev to record each chapter and have them transcribed. This was a giant messy first draft.
[13:32] This method saved a lot of time, but the challenge was editing the draft. He only kept about 10%.
[16:09] How authors make the mistake of not sharing with their audience before the launch date.
[17:14] He also used two editors to catch everything that needed to be edited.
[17:47] Pat was open to iterations and changes because the book was getting better and better.
[18:54] When just starting out plant a seed and tell people the book is coming.
[19:56] Forming a launch team and getting people involved in early access and leaving reviews and sharing on launch day.
[22:21] He had a great designer that made everything look great. Kindle books need to be designed and formatted too.
[23:29] Write before the launch he shared a lot more detail on his blog and podcast.
[23:53] He didn’t sleep the night before launch day. He had a launch party and sent an email to his list of 150,000 people.
[24:52] Quick tip – give yourself enough time for the Kindle version to get published. Give yourself time to get everything done. Make sure the Kindle and hardcopy book get listed on the same page.
[26:55] He also went to a studio and made an audio version. He got it all recorded in 2.5 days.
[27:32] The importance of collecting email address. He used a free course that is a walk along course with the book. The book and course reference each other.
[30:06] He got the course idea from his favorite show Walking Dead and their story sync website.
[32:31] He sold 12,000 paperbacks and 5,000 ebooks and he got on the Wall Street Journal ebook list.
[35:23] Top movers of books were Pat’s list, and podcast guest appearances, he did about 60 interviews that were posted in a two-week time span.
[36:33] He had relationships with many of the people who helped out. He also tried reaching out with a personalized video.
[38:14] He also used his normal platforms like a blog and his podcast and he wasn’t shy about asking people to buy.
[43:00] Pat’s parting advice is to get validation for your idea or maybe even try a guest post and see if it is engaging or use it as a lead magnet. Validate on a small scale first.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
4-Hour Workweek by Tim Ferris
Rev
Daniel Decker
teachable
Will It Fly? Companion Course
WalkingDeadStorySync.com
Azul Terronez
Smart Passive Income
Smart Passive Income Podcast
Pat Flynn on Twitter @PatFlynn
Pat on Facebook @smartpassiveincome
Let Go by Pat Flynn
Will It Fly? Book

SPS 018: Scaling Up Your Business Using Books with Verne Harnish

Today, I am speaking with Verne Harnish the Founder of the Entrepreneurs’ Organization and the Founder and CEO of Gazelle’s. He has written three books including Mastering the Rockefeller Habits and The Greatest BUSINESS DECISIONS of All Time and Scaling Up. He also has to be one of the best presenters that I have ever heard. He is a great guy, and I’m excited to have him on the show today. Verne lives in Barcelona, Spain with his wife and four children, and besides being a businessman and private investor, he also makes time for hobbies like piano, tennis, and even magic.

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.

You can find Verne here:
Scaling Up Website
Gazelles
Verne Harnish on LinkedIn
Verne Harnish on Twitter @agilescaleup
Scaling Up
Mastering the Rockefeller Habits
The Greatest BUSINESS DECISIONS of All Time

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.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Titan: The Life of John D. Rockefeller, Sr.
The Art of Living
Entrepreneurs’ Organization
Build Direct
Barcelona Housing Systems
Rackspace
Great by Choice by Jim Collins
Adam Witty Advantage Media
Direct from Dell by Michael Dell
Showing Up for Life: Thoughts on the Gifts of a Lifetime by Bill Gates
Scaling Up Website
Gazelles
Verne Harnish on LinkedIn
Verne Harnish on Twitter @agilescaleup
Scaling Up
Mastering the Rockefeller Habits
The Greatest BUSINESS DECISIONS of All Time

SPS 017: How I Went From #1 NYT Book Launch to $5.1M Product Launch with Jeff Walker

Welcome to episode 17 of the Self-Publishing School podcast. Today, I am joined by Jeff Walker the #1 New York Times Bestselling Author of Launch: An Internet Millionaire’s Secret Formula To Sell Almost Anything Online, Build A Business You Love, And Live The Life Of Your Dreams. Jeff’s launch strategies have transformed the way products are sold online. Before he started talking about his product launch formula, there was almost nobody else talking about product launches. The idea of a million dollar launch even seemed ludicrous, but now no one even bats an eye at a million dollar launch.
 
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.
 

You can find Jeff here:
Jeff Walker Website
Product Launch Formula
The Launch Book

Show Notes
 
[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.
 

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Relax Melodies App
99designs
Brendon Burchard
Michael Hyatt
Reid Tracy
Richard Branson
Jeff Walker Website
Product Launch Formula
The Launch Book

SPS 016: My Exact Process for Writing 16 Books with Joanna Penn

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.

You can find Joanna here:
The Creative Penn
Books by Joanna Penn
The Creative Penn Podcast
Joanna on Twitter @TheCreativePenn

Show Notes
[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.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
All About Joanna’s First Novel
Alastair Humphrey
On Writing Stephen King
National Novel Writing Month NaNoWriMo
The Creative Penn
Books by Joanna Penn
The Creative Penn Podcast
Joanna on Twitter @TheCreativePenn

SPS 015: How to be a Writing Machine with Steve Windsor

Today, I chat with Steve Windsor. He is a best-selling author who writes wild and irreverent thriller books. He also writes how-to books on being an author. He is also one of my earliest and most successful students here at Self-Publishing School. Steve is a writing machine. He writes quality content fast with his no nonsense, no BS, and sometimes controversial style. Many writers strive to be as talented and productive as he is.

Steve worked in IT and start-ups. He was always a good writer, and he always wanted to write. After a failed Google interview and being prompted by his wife, Steve decided to head to the coffee shop and give writing a try. His routine was to go to the coffee shop before it opened and then sit in the corner and let himself go inside and write. By writing about his own inner dialog, Steve learned to rip off every filter and crank out the words. He still practices this no nonsense style today. He also shares his methods for writing fiction and nonfiction along with a lot of other great stuff.

You can find Steve here:
Steve Windsor Website
Books by Steve Windsor

Show Notes
[02:04] How Steve began writing and became the writer that he is.
[05:31] Steve is a project oriented person who likes to see the finished product.
[05:51] Without a finished product, you have nothing to work with. He dives in and writes his first drafts fast.
[06:33] He consumed everything he could get his hands on and learned about dialog and writing.
[08:12] Steve blocks out large amounts of time and gets immersed in what he is doing and imagines the world he creates in his mind.
[09:22] Steve says he writes 15,000 words in a day using his immersive method.
[12:02] Some of the questions that Steve had to get past before becoming a writer.
[13:48] Going to misery school (your job) for most of the year. This caused Steve some hardcore introspection.
[15:32] Doing something for just money wasn’t the lifestyle that he wanted.
[16:08] Everybody asks if their writing will be commercially viable.
[17:18] Steve has been cranking out a book a month. He would do the writing in about a week.
[19:38] Steve’s writing methods for non-fiction.
[19:59] He wanted to learn story structure. There is story structure for fiction.
[20:43] How bad guys monolog instead of shooting the bad guy.
[22:03] There is a formula for writing fiction. Learn the basics, craft the story, and improve.
[23:09] How Steve would plot out the novel and put the points in the proper place. Then he would focus on those areas. Being immersed in the world Steve stays in the zone and doesn’t stop.
[24:53] How writing through structure helps him to keep focus and control the story.
[26:23] To write decide that it is important to you. If that is what you are going to be then you have to dedicate time to it. If people put time and money into something that is what they care about.
[28:07] Block off a day to get immersed in the world. Take 3 days and go to the coffee shop from 4:30 am until the afternoon or evening.
[30:13] Finding a sacred place to write. Steve likes a coffee shop, but he has written just about everywhere.
[31:40] Self-Publishing School helped Steve hone his writing skills and discover how to market his books.
[34:34] Challenge yourself to write as much as you can. There is no reason why you can’t put out a lot of content. Human beings can do amazing stuff.
[35:43] There is a lot of competition with fiction. Fiction makes more money once you figure it out, but it’s a long haul game.
[38:50] Getting over the fear that you can do it. Learning the mechanics. Practice becoming a good writer.
[39:59] Non-fiction takes a little less practice than fiction.38:01] The core problem that fiction is solving is boredom.
[42:33] Turning nonfiction books into solid info without fluff.
[43:56] How there is a need for nonfiction books especially those that encourage would be writers.
[46:29] Once you start writing and know the path your confidence level will go up.
[49:05] Get started now if you want to write a book. Just do it. Find a community and it will be easier.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Russell Blake
Story Engineering
Steve Windsor Website
Books by Steve Windsor

SPS 014: Before Book” vs. “After Book” with Brian Tracy

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.

You can find Brian here:

Brian Tracy International
Brian Tracy Books
Brian Tracy on Twitter @BrianTracy
Brian Tracy on YouTube
Brian Tracy on Facebook
Brian Tracy on LinkedIn

Show Notes:

[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.

Links and Resources:

self-publishingschool.com
Spsfreetraining.com
Edward Banfield Long Term Success
Winning Through Intimidation
Your Erroneous Zones
One Minute Manager
Tom Clancy Novels
The Short Stories of Ernest Hemingway
Brian Tracy International
Brian Tracy Books
Brian Tracy on Twitter @BrianTracy
Brian Tracy on YouTube
Brian Tracy on Facebook
Brian Tracy on LinkedIn

SPS 013: Beyond the Bestseller with Hal Elrod

Welcome to episode 13 of the Self-Publishing School podcast. Today, I am joined by Hal Elrod the #1 Bestselling Author of “The Miracle Morning: The Not-So-Obvious Secret Guaranteed to Transform Your Life (Before 8AM).” Hal has managed to take this one book and build a business, following, and movement around it. He now has an entire “Miracle Morning” series and has had crazy success as a coach and speaker.

Hal is also a good friend of mine who happens to live in San Diego. His book has had an amazing impact on my life as I have been consistently applying the principles. His book is not only life changing, but his story is incredible too. When Hal was 20 years old he was in a car accident where he was hit head-on by a drunk driver. He actually died for 6 minutes and ended up with 11 broken bones and was in a coma for 6 days. He was told that he would never walk again.

He went on to not only walk but run a 52-mile ultra marathon. He was also prompted by his doctors to write a book about his experience. The beginning profits of his first book “Taking Life Head On! (The Hal Elrod Story): How To Love The Life You Have While You Create The Life of Your Dreams” were stolen by his first publisher. Hal bounced back again and went on to he create the life-changing “Miracle Morning” book, community, and business. Today we discuss Hal’s book and how he built a business around it.

You can find Hal here:

Miracle Morning Website
Miracle Morning Facebook Community
Hal’s Miracle Morning Books
Hal Elrod Website
Hal on Twitter @HalElrod

Show Notes

[03:05] Hal’s first book was actually “Taking Life Head On”. He was so happy and positive in the hospital that the doctors suggested he write a book. It took 6 years because he thought he wasn’t a writer.
[05:23] Hal used a small Mom and Pop publisher for his 1st book “Taking Life Head On”, it even made it to number 6 on Amazon. He’ll never know how much profit this book made to get to number 6 because his “publisher” left town and disappeared with all of his royalties.
[05:56] The difference between writing a good book and a book that creates income and impact.
[07:58] Looking at people from a place of non-judgement. Feeling sorry for people who wrong us rather than being angry.
[08:51] Biggest takeaway: everyone should write a book.
[10:43] Books are the new “business cards”.
[11:50] Our story, our struggles, and our strategies. We all can write about these three things.
[13:16] The Miracle Morning was Hal’s story, struggle, and strategy.
[14:24] Miracle Morning took 4 years because of lack of clarity and other issues.
[15:30] Hal hired a coach because he knows the power of accountability.
[16:16] Having accountability, and the book was finished in 4 months.
[18:42] To market his Miracle Morning book Hal created a launch team. He also put up an opt-in page with the first two chapters offered for free. He also made an audio opt-in which ran for two years while he wrote the book.
[21:13] An email list is income on demand.
[22:46] Have an audience ready months in advance before your book goes live.
[23:48] The launch team reviewed the book and shared on social.
[27:46] Hal had an assistant create a graph of how many books were sold. His biggest sales month was December 2014. It was nice watching the graph curve up.
[30:52] Hal is working on Beyond the Bestseller. Writing a good book is the most important component. Change someone’s daily behavior, and you create a movement. Build word of mouth into your book the book needs a story to share.
[34:08] Get an accountability partner, don’t go it alone.
[37:55] Creating rituals around your content. 3 practices you do every day.
[39:48] Podcast interviews really drive sales.
[41:15] Hal is self-published and sells lots of books. His speaking fees have gone up and he has more opportunities.
[47:27] Podcasts are great for promoting books.
[48:38] Add value over and over, then ask when needed.
[55:38] After writing a book the real work of marketing begins.

Links and Resources:

self-publishingschool.com
Spsfreetraining.com
How to Launch a Bestselling Book by Michael Hyatt
Your Podcast Guru
Miracle Morning Website
Miracle Morning Facebook Community
Hal’s Miracle Morning Books
Hal Elrod Website
Hal on Twitter @HalElrod

SPS 012: How I Built an E-Book Business of $3,000-$4,000/Month with Lise Cartwright

Welcome to episode 12 of the Self-Publishing School podcast. Today, I am joined by Lise Cartwright who is a Self-Publishing School graduate. She has been one of the most successful students in the program. She is a bestselling author and coach based in Auckland, New Zealand. She blogs and writes books with actionable information for new freelancers and time-poor entrepreneurs.

It is her goal to help these entrepreneurs move forward in their business whether they are just starting out or just need to gain forward momentum. She has an amazing story, and she has been a writing machine and has published 14 books over the last 10 months. Her community is really engaged and can’t wait for each new book to come out. Her writing, community, and income are only building. She has managed to achieve an income of a few grand a month, and it is growing.

Her recipe for success for building an author platform is to write and let the marketing come later. I know her books are going to continue to grow and create an even bigger income. I am really excited to talk with Lise today as we dive into her story and how she has been able to accomplish so much.

You can find Lise here:

Lise Cartwright’s Books on Amazon
Lise Cartwright
Hustle & Groove
Lise on Twitter @LiseCnz

Show Notes

[02:28] Her first book was a guide written in 2012 on how to be a freelance writer on oDesk.
[04:28] Marketing the book about freelance writing was an issue, but her second book “No Gym Needed” is what she considers her first book.
[05:34] To find her topic, she wrote down topics that she already knew and discovered her topic for her second book which she considers her first book.
[07:08] She used mind-mapping as a visual process to organize and create the content for her books. She mind-maps all of her books. She used the old pen and paper mind-map method.
[08:15] She puts her idea in the middle of the page and then puts down everything about that idea that comes to mind. In the mind-map, she uses colors, arrows, bubbles and whatever it takes to get the information down and organized.
[10:05] She mind-maps entire series when she gets an idea.
[11:56] To write consistently Lise set a schedule or the writing wouldn’t get done. She wrote for an hour a day during the week. The more she wrote the faster her writing became.
[14:54] She would outline and find information for her book as well as mind-mapping.
[16:15] She went from finished book to published on Amazon in 7-9 days. She just went for it and hit the publish button.
[18:18] Some of the fears she had were that nobody was going to read her book, but she went ahead with it anyway.
[22:15] How she went from fitness books back to freelancing and “Side Hustle Blueprint” because it is scary for people to start the freelancing process. This also led to questions on her blog which led to more book topics. She ended up writing a book a week. She mapped out a series and wrote 7 books in 7 weeks.
[26:24] She cleared every Monday for book writing and planned out her weeks.
[28:23] She had a process for each book and wrote for 8 or 9 hours and 20 hours total.
[29:02] Having a decent outline and a checklist it could be done. Write, publishing, and launching all in one week is too much.
[30:24] The surprising thing was that book launches are hard and have a lot of moving parts, so she had to outsource.
[33:18] After all of this, she took two months off. Then she co-authored some books to ease herself back in.
[35:04] She now writes faster and finds the process easier.
[38:25] Hearing from fans she doesn’t know has been surprising. She also wants to think about the impact of the books on people as opposed to just the writing of the books.
[39:47] Networking and guesting on podcasts like Self-Publishing School and the Side Hustle have been great opportunities.
[44:12] Don’t overthink it, just go ahead and write your first book. Take action!

Links and Resources:

Lise Cartwright’s Books on Amazon
Lise Cartwright
Hustle & Groove
Lise on Twitter @LiseCnz
self-publishingschool.com
Spsfreetraining.com
The Book Ninja

SPS 010: Sell Or Be Sold with Grant Cardone

Welcome to episode 10 of the Self-Publishing School podcast. Today, I am joined by Grant Cardone, a New York Times bestselling author of five business books. Grant is among the top 10 social media influencers. He owns and operates four companies, and is the creator of a top sales training program with the world’s most visited online sales training university. He has worked with the U.S. Pentagon and high profile companies like Salesforce, LinkedIn, and Google.
We have an exciting conversation about how to use books to grow a business. Grant was inspired by his father’s love for calligraphy and writing and wanted to write a book since he was eight years old. He didn’t actually write one until he was 51 years old. Prior to that, he did write a bunch of training programs and workbooks on changes in the sales process. Then he wrote Sell or Be Sold which took him three hours to write. He pitched this book to a couple of publishers with no luck. He ended up self-publishing, and it is now in the top 1% of self-published books. Grant shares his experience with writing, selling, and promoting multiple products.

You can find Grant here:
Sell or Be Sold
Cardone University
Books by Grant Cardone
Grant on Facebook
@GrantCardone on Twitter
GrantCardone.com

Show Notes

[02:49] Grant had a lifetime of information just waiting to come out, and he used it to write his first book in 3 hours.
[04:01] He wrote the book and wrote the chapters out. At the time, you want to be a seller, not a buyer to get money. He just shared what he knew and didn’t overthink it.
[06:03] When you finish your book, you are never done with producing great information. That’s where the subsequent books came from.
[07:40] The challenge with books is getting someone to read it.
[09:03] There are many people who aren’t readers, so create a quick read, a video, and audio version. Do what it takes to make the information consumable.
[09:57] The trick in writing is to stop worrying about the writing and focus on the selling.
[12:25] Grant does a video show every day to put on social media. He doesn’t care whether you like him or not. He wants you to know who he is and benefit from one of his products.
[14:00] The thinker loses to the doer. Be willing to sell to get your products noticed.
[19:30] Grant’s readers now go back and want to listen to his other books.
[20:37] When Grant was young, he had issues with substance abuse, but he cleaned up his act when he was 25 years old.
[22:07] In 2009, Grants real estate business was almost wiped out. The bank he owed money to went under and the new bank wanted the money. Grant was 51, and that is when he decided to become disciplined.
[24:23] You need to have other products besides your books. Think about how to get an idea to people.
[26:53] He creates ebooks about his books and webinars and other products to get the information out there.
[27:53] A book is a calling card the legitimacy is in the range of products. Market, sell, and promote multiple products.
[31:34] Reaching out to a specific product with an item that appeals to them. Be confident and sell.
[32:25] You can also build a product to appeal to a market or show you would like to be on.
[36:22] Grant is a master at setting hooks and getting people to pay attention. Regardless of whether they like him or not.
[38:53] A surprise speaking gig that made 100k was a result of one of Grant’s books.
[40:57] Writing to market and to sell, not to write.
Links and Resources:
Sell or Be Sold
Cardone University
Books by Grant Cardone
Grant on Facebook
@GrantCardone on Twitter
GrantCardone.com
self-publishingschool.com
Spsfreetraining.com

SPS 009: Eliminating Distractions & Practicing Deep Work to Finish Your Book with Cal Newport

Welcome to episode 9 of the Self-Publishing School podcast. Today, I am joined by Cal Newport an Assistant Professor of Computer Science at Georgetown University. In addition to studying the theoretical foundations of our digital age, he also writes about the impact of these technologies on the world at work. His most recent work Deep Work argues that focus is the new IQ in the modern workplace, and that the ability to concentrate without distraction is becoming increasingly valuable.

Previous work by Cal includes three popular books with unconventional advice for students, and So Good They Can’t Ignore You a book that debunks the long held belief that following your passion is good advice. Today, we are going to dive into the deep work methodology. If you have ever tried to write a book, then you know that the hardest thing in the process is the actual focus and getting to the finish line. On this episode, Cal shares his principles behind having the focus to accomplish deep work and his writing process with us.

You can find Cal here:
Cal Newport
Deep Work
So Good They Can’t Ignore
How to Win at College

Show Notes

[01:47] Cal’s first book was How to Win at College and he wrote it when he was a senior in college.
[02:29] Stop talking about writing a book and do it or move on.
[02:58] Cal tried to make writing his first book easier by choosing a format that was short rules with counterintuitive titles.
[03:41] How Cal would wake up early and write 1 chapter every morning.
[04:13] Importance of chunking and creating an early morning routine.
[04:37] Lessons learned, books need social proof included in the book.
[05:43] Being on a tight deadline helped with the writing process.
[06:46] Cal learned early on that writing a book is like a job and the work just needs to be done.
[07:51] Find time for writing and write all the time. Build up your writing muscles.
[08:29] Don’t mix planning and writing.
[09:12] Productive meditation. Walking and thinking about what you are working on or each chapter.
[11:45] Cal spends about a year to get his book ideas. It takes a lot of mental work to come up with a great idea.
[15:05] The hardest book that Cal wrote was probably his first book.
[16:54] Principle of deep work is that the ability to focus is like a super power. Long focus sessions produce massive results.
[18:18] The ability to concentrate intensely is becoming more and more valuable.
[19:00] Cultivating the ability to work deeply will have massive value.
[20:20]Pomodoros and practice can be active training for concentration.
[21:11] Building up an addiction to novel stimuli will inhibit your concentration. Learn to embrace boredom.
[22:58] Writing is an intense cognitive activity. Treat your brain with respect.
[24:08] Cal has never had a social media account. He wants to trust himself to get a lot of value out of his brain.
[25:05] If you want to be serious about writing. You have to be serious about your brain.
[25:17] Work deeply and put routines and rituals into your day.
[25:45] Embrace boredom and free your mind from the need for novel stimuli.
[25:51] Quit social media if you are going to be a craftsman, you have to be selective about the tools in your life.
[26:25] Drain the shallows minimize non-deep work so that it doesn’t take over all of your time.
[26:57] People think quit social media is the toughest, but it’s not hard at all. Embrace boredom is actually the most difficult.
[29:12] Take the next two weeks and block out 4 hours each week. Treat this time like an appointment. Use this time for focusing intensely on one thing. This what deep work feels like.
[30:54] Find an activity to train your brain.
[31:14] Take one step that proves you take focusing seriously.
[32:22] The marketplace values things that are rare and valuable.
[34:23] Producing value produces autonomy busyness does not.
[35:03] Minimize non-deep work and deep work is where the value is at.
[36:28] The goal is to find satisfaction doing deep work. The right mindset is the foundation and the work will follow.

Links and Resources:
self-publishingschool.com
Spsfreetraining.com
Cal Newport
Deep Work
So Good They Can’t Ignore
How to Win at College

SPS 008: Creating a Thriving Business, Blog, and Raving Fans with Ruth Soukup

Welcome to episode 8 of the Self-Publishing School podcast. Today, I am joined by Ruth Soukup, a blogger at Living Well Spending Less, the founder of the Living Well Planner, and the author of Living Well Spending Less: 12 Secrets of the Good Life. Ruth encourages more than a million monthly readers of her blog to follow their dreams and reach their goals through easy to implement tips and strategies for saving time and money while focusing on the things that matter the most.

She lives in Florida with her husband Chuck and their two daughters Maggie and Annie. Ruth began thinking about writing a book when she was blogging full-time at Living Well Spending Less and her husband was staying at home with the kids. She wanted to encapsulate the knowledge from her blog into a book and she came out with her first book which was How To Blog For Profit: Without Selling Your Soul. She had no expectations when she put this out there as a Kindle book. The first version did better than she had anticipated, so she put out a second version that was longer and included a paperback version.

The success of her first self-published book gave her the confidence to create her first traditionally published book. Although, the creation process for Living Well Spending Less was much more personal and difficult. We talk about the book creation process. The importance of having an accountability partner. How books can lead to other opportunities like products, courses, consulting and more. Enjoy the interview as we deep dive into Ruth’s writing and business success.

You can find Ruth here:

Living Well Spending Less
Living Well Planner
Living Well Spending Less on Facebook
@RuthSoukup on Twitter
Living Well Spending Less: 12 Secrets of the Good Life
How To Blog For Profit: Without Selling Your Soul
Unstuffed
31 Days of Living Well and Spending Zero: Freeze Your Spending. Change Your Life
31 Days To A Clutter Free Life: One Month to Clear Your Home, Mind & Schedule
Elite Blog Academy

Show Notes

[01:39] Ruth’s first idea for writing a book and was based on her blog and was called How to Blog For Profit Without Selling Your Soul.
[04:00] This book taking off allowed Ruth to launch a whole new side to her business as she developed an online blogging course.
[06:10] How Ruth went from publishing a book to launching a course and consulting.
[07:04] The creation process of writing Ruth’s first book just kind of flowed for her.
[07:55] Living Well Spending Less her first traditionally published book was much more difficult because it was so personal for her.
[08:42] Writing her second traditionally published book was much easier.
[09:03] When Ruth’s focuses on how she can serve it makes the writing much easier.
[09:46] How Ruth got through the low points of writing Living Well Spending Less.
[10:56] Ruth’s accountability partner and the structure of their calls and their agreement, to be honest, and open.
[12:52] Ruth sets aside a couple hours each morning for content creation. During book writing time, she gets up at 4:00 am and goes to her downtown office to get stuff done.
[15:53] How Ruth realized that having products was more profitable than ad revenue.
[17:01] How the books lead into other money makers, although they make money and build credibility.
[20:23] Once someone reads your book, you are way more connected to that person, and it is a great way to grow an audience.
[20:54] How Living Well Spending Less had perfect timing with publishing because that was a busy time for her blog which really led to promotion opportunities.
[23:12] Downside of Amazon cross promotion is that the wider audience may not be as targeted, such as people not appreciating bible verses in the book.
[24:20] They promoted the book with a 12 Secrets email challenge. They filmed the challenge with two versions one for Christmas and one that was evergreen.
[25:58] They also emailed their list when there were book coupons available on Amazon.
[27:32] A digital bonus of a home planning workbook was also a great idea. They also offered website access for a different book called Unstuffed.
[29:22] Using Facebook Ads to market their books.
[30:57] Promoting books using 31-day challenges.
[31:57] Benefits of repurposing content.
[33:51] Using the back end of the book to get email subscribers and then subsequently promoting other products or courses.
[37:40] Different phases of working online. Finding your voice, throwing spaghetti against the wall, and refining phase where we know what works.
[40:02] Working online actually requires putting in the time and work.
[41:15] When someone asks you the same question 3 times create a product for it.
[42:22] Focus on what you have to offer and answer your reader’s questions and you can write a book.

Links and Resources:

Living Well Spending Less
Living Well Planner
Living Well Spending Less on Facebook
@RuthSoukup on Twitter
Living Well Spending Less: 12 Secrets of the Good Life
How To Blog For Profit: Without Selling Your Soul
Unstuffed
31 Days of Living Well and Spending Zero: Freeze Your Spending. Change Your Life
31 Days To A Clutter Free Life: One Month to Clear Your Home, Mind & Schedule
Elite Blog Academy
self-publishingschool.com
Spsfreetraining.com
The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results

SPS 007: How to Turn Pro as a Writer with Jeff Goins

Today, I am joined by Jeff Goins. He is an author, speaker, and blogger. After working for seven years in the nonprofit world as a marketing and communications director, he now writes and speaks full time. He challenges people to make their messages matter through his blog, courses, and online events.

Jeff is the author of five books including The Art of Work, Real Artists Don’t Starve, You Are a Writer, The In-Between, and Wrecked. Today, we are going to focus on the writing side of things, and how Jeff’s success has really exploded with his writing and with building his tribe. Jeff started writing when he realized that being a marketing director wasn’t for him. Prompting from a friend made Jeff realize that he was a writer, and he just needed to write.

He wrote on his blog everyday, and the opportunities came. His success was a result of doing the daily practice of writing and realizing that he was a writer. Once Jeff began thinking of himself as a writer, writing is what he started doing. Thinking like a pro prompted Jeff to act like a pro. Listen in to hear more about Jeff’s story and his writing process.

You can find Jeff here:
Goins, Writer

Show Notes

[05:11] How activity follows identity. We have to change our mindset about who we are before we can do that thing. Turning pro in your head.
[06:57] How Jeff went from writing blog posts to writing his first book.
[09:20] Jeff’s first ebook for side income turned into a surprise big earner.
[10:47] The writing process for Jeff’s first traditionally published book.
[12:12] When writing a book, ask who am I at the beginning and at the end. It’s a slower more gradual process than writing a blog post.
[13:06] Nonfiction books solve problems. Every chapter answers another question.
[15:00] Submitting a proposal and book outline. You want a book with other books like it, but with a unique message.
[16:42] Writing what most excites you. It’s OK to start in the middle.
[17:06] Jeff’s first book deal was a result of his ebook “The Writer’s Manifesto”, which he shared as a lead generation tool to build a list. He also reached out to influencers like Michael Hyatt. His list grew from 70 to 1000 in a week and kept growing. Then agent’s began reaching out to him. He ended up with a book deal in 8 months.
[21:20] Jeff’s ebook process was about his audience. With short practical steps.
[24:09] When writing books, you relearn writing with each new book.
[25:33] With The Art of Work, Jeff was able to weave in all of his previous book writing lessons.
[27:01] Creating something you would actually want to read.
[27:54] How writing a book forces us to grow as a writer.
[29:54] Having deadlines to create accountability.
[30:59] Carve out time every day for writing. Intentionally block out writing time.
[35:14] Writing blog posts while working on a book. The happy medium is to write on the blog, but most writing goes on the book. The more work you do, the more work you can do. Write in batches.
[37:27] 3 bucket system. Ideas, drafts, and edits. An idea in Evernote, then 500-word draft, then polish and edit.
[39:33] How the writing process is 3 different pieces.
[40:08] Distractions and clutter restrict creativity.
[40:59] The process of pulling order out of chaos.
[41:32] Start writing every day. That is the mindset difference between amateurs and pros. Write 500 words a day to work those writing muscles.

Links and Resources:

self-publishingschool.com
Spsfreetraining.com
The Art of Work
Real Artists Don’t Starve
You Are a Writer
The In-Between
Wrecked
Goins, Writer

SPS 006: Hustling My Way to 4 NYT Bestselling Books with Gary Vaynerchuk

Welcome to episode 6 of the Self-Publishing School podcast. Today, I am joined by Gary Vaynerchuk, the CEO of VaynerMedia which is one of the world’s hottest digital companies, and the host of the #AskGaryVee Show. He is also the author of four New York Time’s bestselling books including Crush It!, The Thank You Economy, Jab Jab Jab Right Hook, and #AskGaryVee: One Entrepreneurs Take on Leadership Social Media, and Self-Awareness.

When Gary was fresh out of college he took his family’s wine business and grew it from a 3 million dollar a year business to a 60 million dollar a year business. He did this in just five years. He is also a prolific angel investor and a venture capitalist investing in companies like Facebook, Twitter, Tumblr, Uber, and BirchBox before eventually co-founding Vayner/RSE, a 25 million dollar investment fund.

In today’s show, we talk about how Gary was approached by a publisher and got his first book deal. We also discuss Gary’s feelings on self-publishing, and what it means to Gary to build a brand. We also touch on business and book promoting tactics that Gary used to become as successful as he is today. Gary also talks about the importance of finding what you are good at and the important concept of “hustle” and just putting in the work.

You can find Gary here:

Gary Vaynerchuk Website

@garyvee on Twitter

Gary’s YouTube Channel

Gary Vaynerchuk on Facebook

Gary Vaynerchuk on LinkedIn

VaynerMedia

#AskGaryVee Show

Show Notes

[01:42] How Gary reacts to technology and the things going on around him. After finishing a speech at Web 2.0 about living your dreams in a practical way, Gary was approached by several publishers. He signed a book deal and Crush It! was born.

[04:11] Why Gary uses a publisher to get that big cash advance, but he is open to self-publishing in the future.

[05:24] The launch of Crush It! and how Gary promoted it in advance by building an audience, using social media, PR, and influencers.

[07:16] How you really have to put in the work of promotion a half a year before the book comes out.

[07:50] Investing in brand building was very helpful in promoting #AskGaryVee and building an audience.

[10:30] How Gary’s message of work is not all that sexy, but his charisma makes up for that.

[13:19] How people need to find the medium that works for them. We don’t have to communicate to the world the same way everyone tells us to. Try what works for you.

[15:01] How talking is a skill for Gary, so he takes advantage of that skill.

[16:08] The number one question people really ask about Gary?

[16:26] The top 3 drivers for sales of #AskGaryVee.

[17:19] How Gary did an 8-hour telethon where if people bought 8 books they were put in a big drawing. It was a big success. Even if people didn’t buy the books, Gary built and increased his audience.

[18:52] The jab, jab, jab philosophy is to give away content three times and then the right hook is the ask to buy. Give, give, give, sell!

[20:12] Mistakes authors make of not promoting early enough and being too sales oriented on social media.

[21:26] Hustle mode really works. Hustle to sell and write your books. Do the work.

[22:25] Mistakes made and lessons learned over the course of Gary’s book career.

[24:17] How Gary’s books fit into his business model.

[25:23] Triple down on your strengths and don’t worry about your weaknesses.

[27:31] Being fully yourself and finding your own system.

[29:12] How changing people’s lives is worth more to Gary than money.

[30:51] Having balance between the steak and the sizzle. You need to have both.

[32:37] Writing a book works, if you write a good book. Just write your book.

Links and Resources:

Gary Vaynerchuk Website

@garyvee on Twitter

Gary’s YouTube Channel

Gary Vaynerchuk on Facebook

Gary Vaynerchuk on LinkedIn

VaynerMedia

#AskGaryVee Show

Crush It!

The Thank You Economy

Jab, Jab, Jab, Right Hook

#AskGaryVee: One Entrepreneurs Take on Leadership Social Media, and Self-Awareness

Vayner/RSE

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SPS 005: Lessons Learned from The Secret, Chicken Soup, Abundance Now, and a Guinness World Record Setting Book with Lisa Nichols

Welcome to episode 5 of the Self-Publishing School podcast. Today, I am joined by Lisa Nichols, one of the world’s most requested motivational speakers. She is a media personality and corporate CEO whose global platform has reached and served nearly 30 million people. She has been featured on Oprah, The Today Show, The Steve Harvey Show, and on The Secret.

Lisa has six bestselling books including the New York Times Bestseller No Matter What and her seventh book Abundance Now was just released this January. I am so excited about this interview. Lisa is just hilarious. She is a bundle of energy and a whole lot of fun, and I know we are going to have an amazing interview.

Listen in to find out about guerilla marketing, creating hooks, overcoming fear, and so much more!

You can find Lisa here:

AbundanceNowOnline.com

@2motivate on Twitter

Lisa on Facebook

Show Notes:

[01:27] Lisa wanted to write a book as a way to inspire people while she was also doing other things like speaking.

[02:46] If you want your message to have the greatest impact a book should be in your path.

[03:44] How it took Lisa three and a half years to complete Chicken Soup for The African American Soul.

[06:26] How a book is about the message, not the writing and punctuation.

[07:43] No Matter What was Lisa’s first solo book.

[09:30] How Lisa’s English teacher told her she was the weakest writer she has ever met.

[10:38] Lisa’s grammar wasn’t strong, but her message was powerful.

[12:19] Pushing through the fear of writing a book after being in the Chicken Soup Series and the Secret.

[15:16] How Abundance Now is Lisa’s biggest book ever and her life’s work.

[16:24] How fear is present when you do big things, but we have to minimize the fear story.

[18:18] Lisa tries to get as creative and radical as possible with marketing. Guerilla marketing works.

[19:51] Study your market. Who will read the book and where do they gather?

[21:37] How Lisa sent a mass mailer out asking to speak at Churches and then organizations where her audience was.

[23:28] Making Abundance Now a movement and a moment. The new definition of abundance.

[26:40] Tempting readers to read your book by telling them what personal information is on certain highlighted pages.

[29:26] Books are about people and the message on the page.

[30:47] How to use current events in a book to open up a television opportunity.

[33:34] Always be creating a hook and speaking in a way to create your next opportunity when you do a television appearance.

[37:27] Getting that first opportunity to open the door for television shows. Start regional and work your way up. Put together a press release and media packet with video and give them a call.

[42:38] Lisa’s parting words about getting up every day and sharing our message.

Links and Resources:

AbundanceNowOnline.com

@2motivate on Twitter

Lisa on Facebook

self-publishingschool.com

Spsfreetraining.com

Chicken Soup for the African American Soul

No Matter What

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SPS 004: How to Self-Publish Your Way to #1 on the Amazon & USA Today National Bestseller Lists with Ryan Levesque

Today, I am joined by Ryan Levesque the #1 National Best-Selling Author of the book ASK. In 2008, armed with a $450 laptop, an Ivy League background, and neuroscience he was able to launch a multi-million dollar online publishing business. He sold information and software products using what is now known as the ASK Formula.

Ryan has used the ASK Formula to help build several multi-million dollar businesses spread across 23 different industries. He has generated over 100 million dollars in sales. This breaks down to generating over 3 million leads with 170 thousand customers across 19 different markets. Ryan has been a busy guy because these numbers are just from the last 23 months.

I met Ryan last September at The Titans of Direct Response Event. Ryan has a background in copy and direct response which is a skill in and of itself. In this episode, we are going to focus on his book ASK. We are going to talk about a case study and how he launched the book. Then we are really diving into the monetizing portion and the survey funnel and different back-end products.

For all this and much more, listen in to this episode of the Self-Publishing School podcast!

You can find Ryan here:
Ask Method
Ryan Levesque
Ryan Levesque on LinkedIn
Ryan on Facebook

Show Notes

[02:25] How a book fits into Ryan’s big picture strategy. Being in the information industry Ryan wanted to expand what he was doing to mainstream products like books on Amazon.
[03:37] How the process of writing a book took longer than Ryan had expected.
[04:22] The way Ryan shared his story in the book and the ASK formula. He laid it on the line and held nothing back.
[05:41] By telling everyone everything you know for free people will pay you to tell them everything again.
[07:31] How an illness inspired Ryan to really look at his life and decide how he wanted to make an impact in the world.
[07:55] ASK was called the single greatest marketing book since Breakthrough Advertising.
[08:35] Don’t be tempted to hold information back in your book and create a tease for your product. Instead, put it all in the book.
[12:25] How ASK came very close to being a New York Times Bestseller. Being in the How To category as opposed to the Business category had an effect.
[14:36] Promotion and launch methods for ASK included creating an amazing product to enlist partners to help promote the book.
[15:05] Cold traffic methods used included Facebook advertising, LinkedIn advertising, and they tested a few other things.
[16:20] Be prepared for customer inquiries if you sell books on a prelaunch basis.
[17:28] Getting great testimonials and telling a great story makes a huge difference in the success of the launch.
[19:05] How Ryan and his wife took their business from nothing to $25,000 a month in 18 months.
[19:43] Talking with people can help you decide if you really do have a great story.
[20:45] Podcast interviews were another awesome tool for the launch and pre launch of ASK.
[22:04] Ryan has someone who pitches his story to podcasters to get on their shows. Laddering up is a low-cost method to get guest spots.
[25:39] Hitting the top of the list on launch week because of pre-launch sales.
[30:14] How book buyers are more critical than information product buyers.
[30:41] Fake reviews and planting reviews are the wrong paths to go down.
[33:01] Trying to anticipate people’s objections to the book. By doing so, you will get counter one aspect of negative reviews.
[39:44] Things that Ryan wishes he would have done differently around the monetization of the book such as more clarity about readers options.
[43:10] Getting readers into your world without directly selling to them.
[47:45] The biggest product that the book helped to sell was the software or the mastermind program, which were also the same offer because they came free with each other.
[53:19] Trust created by being a #1 bestselling author is invaluable.
[54:57] How running out of inventory can create a hit on your rankings. Out of stock protection can prevent this problem from having.
[57:26] An unexpected result of the book is getting people to sign up for Ryan’s highest level mastermind group without Ryan even speaking to them.

Links and Resources:

Ask Method
Ryan Levesque
Ryan Levesque on LinkedIn
Ryan on Facebook
Breakthrough Advertising
ASK on Amazon

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SPS 003: Using a Book to Sell More Software & Information Products with Russell Brunson

Today, I am joined by Russell Brunson. While wrestling at Boise State University, Russell started his first online company. Within a year of graduating, he had sold over a million dollars worth of products and services all from his basement.

For over 12 years now, Russell has been starting and scaling companies online. He owns a software company called ClickFunnels, a supplement company, and a coaching company. He is also one of the top super affiliates in the world. He created his company DotCom Secrets which is also the title of his book to help entrepreneurs around the world to start, promote, and grow their companies online.

Russell lives in Boise, ID with his wife Collette and their five children. In this interview, we are going to talk about why someone who owns a company and sold a million dollars worth of products chose to write a book. We are also going to talk about the launch of Russell’s book and the funnel process.

For all this and much more, listen in to this episode of the Self-Publishing School podcast!

You can find Russell here:

RussellBrunson.com

@RussellBrunsonHQ on Facebook

@RussellBrunson on Twitter

Russell Brunson on LinkedIn

Show Notes

[01:42]How Russell tried to write a book in the past and had false starts. In retrospect, he is glad he waited because he had so much more knowledge when he did start.

[04:30] What gave Russell the motivation to finally go all in and complete his book. A conversation with a friend finally prompted him to do the work.

[05:39]About the writing process and how it took about a year and how an event forced Russell to record everything chronologically.

[06:49] How one of the best things about writing a book is cutting things out that aren’t really needed.

[07:56]The business purpose of the book was to establish authority and lead generation, plus motivation and education for using ClickFunnels.

[10:20] About the marketing presales push and how the goal was to presale as many as possible. Russell gave away a Ferrari to whoever would sell the most books.

[12:14] Using the free book where the buyer only pays for shipping leads to sales.

[13:44] Other ways that Russell compensated his affiliates, and how he created a funnel that would sustain all of the cash and incentives to give away the books.

[15:41] How about a fifth of the books were sold by Russell and the rest were by affiliates and some of the different affiliate strategies.

[16:57] About doing radio and podcast interviews to promote the sale of the book along with direct mail and as many angles as possible.

[18:42] How Russell got started on the Internet. Including influences by Bill Glazer and Dan Kennedy.

[20:21] The way that Russell got Dan Kennedy to write the foreword of his book.

[21:06]How Russell was able to get Tony Robbins to create a blurb for the book.

[22:36] The most effective method for promoting his books was probably his own internal list and his affiliate strategy. He would ship gifts to his dream 100 affiliates.

[24:59] It’s possible to get addresses by contacting people on Facebook and sending them gifts in the mail.

[27:56] To get people to promote stuff you need to do cool things.

[28:14] Russell’s initial goal was 15,000 copies and he did better than he had hoped for.

[29:41] What the backend of the book giveaway looks like. 3 core funnels. Book launch funnel. On the order form there was an audiobook offer, an upsell for traffic course, and a webinar sales course.

[30:38] Funnel number 2 is an invite to a webinar, which sells one year access to ClickFunnels.

[31:53] 2 weeks later, there is an invite to a coaching program. Group, mastermind, or high-end coaching. The funnels lead to the large backend funnel.

[34:29] How Russell was able to sell the audio version of his book for $37.00 and trials of getting it recorded.

[37:49] He read the audiobook himself, mostly because he was short on time and he wanted it done right. It also helped with the editing.

[42:24] Russell has a script that teaches the perfect webinar. Figure out the 3 core things that your prospects think are right that are actually wrong.

[46:37] Find out a surprising way that Russell made money on the backend of his book, like a $100,000 coaching gig and t-shirts.

[48:56] How Russell’s business has improved and benefited from books and readers as customers.

[50:43] Don’t wait 10 years to write your first book and fill your book with value.

Links and Resources:

RussellBrunson.com

@RussellBrunsonHQ on Facebook

@RussellBrunson on Twitter

Russell Brunson on LinkedIn

self-publishingschool.com

Spsfreetraining.com

DotComSecrets.com

ClickFunnels.com

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SPS 002: Using the One Thing & Time Blocking to Finally Write Your First Book with Jay Papasan

Today, I am joined by Jay Papasan, Vice President of Publishing at Keller Williams Realty, Inc. in Austin, Texas. This is a real estate franchise company with over 74,000 real estate agents operating across the US and Canada.

Jay has co-authored multiple bestsellers including The Millionaire Real Estate Agent, The Millionaire Real Estate Investor, and The ONE Thing. Before co-authoring the bestselling real estate series with Gary Keller, Jay was an editor at HarperCollins where he worked on bestselling books such as Body For Life by Bill Phillips and Go For the Goal by Mia Hamm.

The ONE Thing is one of my top 5 books of all time. I have a lot of favorite books, but this one I constantly go back to and highly recommend. In fact, our entire company will be reading this book next month as required reading. Today, we will be talking about a lot of the principles from the book and how they apply to writing.

For all this and much more, listen in to this episode of the Self-Publishing School podcast!

You can find Jay here:

JayPapasan.com

Jay Papasan on LinkedIn

Jay Papasan on Facebook

@jaypapasan on Twitter

Show Notes

[01:53] How The ONE Thing has had the most impact on Jay’s life and how it is impactful for others.

[03:45] How Jay ended up working on his first book at Keller Williams by running into Gary Keller in the bathroom.

[05:04] Jay had actually worked on two of the books that Gary wanted to model for the real estate series.

[06:46] The process for outlining the first book and how Jay wrote the chapters.

[08:20] The toughest parts of writing the first book was keeping disciplined, because the novelty of writing wore off fast. Jay wrote discipline is freedom on the wall to help stay focused.

[10:11] How to feel confident and overcome imposter syndrome by powering through until things shifted.

[11:07] The biggest mistake made with the first book was self-publishing with an awful cover. They went cheap instead of taking the time to perfect the cover.

[13:44] The writing process of creating an outline and then handing it off to researchers for additional quotes, stories etc. so they wouldn’t have to go down the research rabbit hole before writing.

[16:26] Coming up with visuals before writing the chapter. Having a visual ready to go will help drive and organize the writing. Lists, graphics, underlines, etc.

[18:10] Time blocking every day to make sure they are writing every day. The most productive people make appointments with themselves.

[19:29] Creating habits by writing an intention statement that states, when and where you will do something, makes it three times more likely to get done.

[22:02] How to strengthen the discipline muscle to make time blocking a priority to get things done. Write first thing in the morning.

[29:08] Setting a time limit so that non-writing activities don’t bleed into early day writing time. Use a timer to put an artificial limit on these activities.

[31:21] Batching email and checking it only 3 times a day using a time limit and blocking off 18 to 20 days a month for writing. If a writing day is canceled, be sure to replace it.

[35:56] Building a bunker. Finding a place to be productive and away from distractions. Store provisions, meaning have what you need on hand and sweep for mines or turn your phone and distractions off. Enlist support by explaining why you shouldn’t be disturbed.

[41:52] Multitasking and switching have costs. The interruptions prevent us from going deep and staying on task. 28% of work time can be lost to reorientation time.

[46:23] How being distracted from a primary task can even prevent us from going back to the primary task.

[47:29] What the 4 thieves of productivity are. Inability to say no. Fear of chaos. Poor health habits. The environment does not support your goals.

[56:28] Advice for writing the first book. Do it for yourself and commit a certain amount of time to writing. Make it a ritual and form the writing habit.

Links and Resources:

JayPapasan.com

Jay Papasan on LinkedIn

Jay Papasan on Facebook

@jaypapasan on Twitter

self-publishingschool.com

Spsfreetraining.com

The Millionaire Real Estate Investor

The Millionaire Real Estate Agent

The ONE Thing

Time Blocking Mastery

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SPS 001: Getting Noticed in a Noisy World with Your First Book, with Michael Hyatt

My guest today is Michael Hyatt, who is one of my favorite people in our space. He does things absolutely the right way and always works from a place of integrity and quality. You may recognize Michael as the author of the New York Times bestseller Platform: Get Noticed in a Noisy World and the coauthor of Living Forward: A Proven Plan to Stop Drifting and Get the Life You Want.

In addition to being a highly successful author, Michael has worked in nearly every facet of book publishing in the 30 years since he began his career at Word Publishing (which was a part of Thomas Nelson) while a senior at Baylor University. Perhaps most notably, he played a large role at Thomas Nelson Publishers, which is the largest faith-based publisher in the world and is now part of HarperCollins. Michael was the company’s CEO from 2005 through 2011, and remained there as chairman until the company was sold in 2012.

Our conversation today includes Michael talking in detail about his experiences with the writing, publishing, and publicity processes. As you’ll learn here, his first book came very close to never being published, and only his own tenacity and persuasiveness saved it.

In addition, he’ll offer incredible value in the form of advice for anyone interested in writing or publishing a book. He explains, for example, why having your own platform is more important now than ever before. He also offers recommendations on topics such as starting with a blog (using social media instead is “like building a house on a rented lot”) and why you might want to rethink those gorgeous, image-filled emails to your mailing list.

For all this and much more, listen in to this episode of the Self-Publishing School podcast!

You can find Michael here:

michaelhyatt.com
Michael Hyatt on LinkedIn
@michaelhyatt on Facebook
@MichaelHyatt on Twitter
michaelhyatt on Instagram

Show Notes

[01:30] – Did Michael know that his book Platform would launch a whole arm of his business?
[02:07] – Michael takes us back to the very first book he wrote, in 1997. He explains all the difficulties and struggles involved in both writing and publishing the book, and reveals that it came very close to not being published at all.
[06:09] – How long a span of time did Michael’s 1,200 interviews on the book take place during? As he answers, he reveals the intensity of the publicity process.
[08:22] – Michael explains what he means by going into “sales mode,” and shares some of what he did to publicize it and build his audience.
[09:33]- We hear why Michael thinks his book went from something relatively few people were interested in to something that went on to sell hundreds of thousands of copies.
[10:43] – Chandler zooms in on two things Michael has said: speaking in sound bites, and making the host sound good.
[12:20] – We zoom back out to learn about Michael’s time at Thomas Nelson. He explains his experience in working in just about every facet of publishing. He then explains the dramatic change in publishing between 2006 and 2009.
[15:18] – What are some of the biggest takeaways from that period that Michael now uses? He reveals that publishers now count on their authors’ platforms.
[17:02] – Michael clarifies what he means by a “platform.”
[18:40]- We learn more about platforms and how someone who’s just starting out can begin building their own platform. He recommends starting with a blog, and explains why.
[21:44] – Michael talks about his audience-building methods he uses or recommends. He emphasizes the importance of having an email list, and creating an opt-in magnet.
[25:50] – Does Michael think that the power of email is fading, or is it here to stay? In his answer, he discusses why he has recently switched from beautiful, HTML-based newsletters to text-based email without images.
[27:30] – We hear what triggered all of the changes that Michael made a month ago.
[28:35] – Michael takes a deeper dive into content and its creation. His blog is his workbench, he explains, and the ideas that work there make their way into other content such as his podcasts and books.
[32:08] – What is Michael’s rhythm or process for creating content?
[34:17] – Previously, Michael was more of a rhythmic writer; now it’s more system-based. He explains how his system functions.
[37:01] – Michael’s content team has three people in addition to him. Here he explains his process for finding good people who stay for a long time.
[40:23] – Because Michael came out of the world of book publishing (where every piece of content is assembled by a team), having a team help create his content feels natural to him.
[43:11] – We learn what Michael recommends for someone who is just starting out and wants to get noticed by a publisher.
[44:42] – In answer to the final question, Michael offers his parting tip for someone looking to publish their first book: write a book proposal for yourself. Not doing this is “like trying to build an addition onto your house without a blueprint,” he explains.
[46:45] – Chandler has a free gift for listeners: a copy of Book Launch (FIND AND LINK THIS). To claim your copy, go to spsfreebook.com! (FIND AND LINK THIS)

Links and Resources:

michaelhyatt.com
Michael Hyatt on LinkedIn
@michaelhyatt on Facebook
@MichaelHyatt on Twitter
michaelhyatt on Instagram
self-publishingschool.com
spsfreetraining.com
Platform: Get Noticed in a Noisy World
Living Forward: A Proven Plan to Stop Drifting and Get the Life You Want
The Millennium bug
Platform University
Evernote
Workflowy
John Maxwell
Charlie Wetzel

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SPS 000: Introduction to Self-Publishing School Podcast

In the Self-Publishing School podcast, you’ll learn to write and publish your first book, and how to use that book to grow your business, brand, or following. We also offer video training at spsfreetraining.com!

In this introductory episode, I want to give you a quick overview of Self-Publishing School’s mission. Basically, this mission is to put the power back in the hands of the authors.

Future podcasts will address three distinct topics related to self-publishing: writing, marketing, and monetizing. I’ll be bringing in top experts who will talk from personal experience about things they’ve actually done. In other words, this will be real, valuable, actionable information — not untested theoretical advice from a textbook.

So listen in, subscribe, and learn all about the exciting world of self-publishing. Glad to have you here, and I look forward to offering you many value-packed episodes!

You can find Chandler and Self-Publishing School here:

Chandler Bolt on LinkedIn

Chandler Bolt on Facebook

Chandler Bolt on Amazon

self-publishingschool.com

spsfreetraining.com

Show Notes

[00:22] – Chandler Bolt introduces himself and explains what he’ll share in this episode.

[00:46] – We learn more about Chandler Bolt, such as where he’s from, where he lives now, how many bestselling books he’s written, and how hard it was for him to write his first book.

[01:24] – Chandler explains more about Self-Publishing School, and what its mission is. He also touches on why self-publishing is the best option for many authors.

[02:50] – If you want some free training, you can go to self-publishingschool.com/free.

[03:05] – Chandler talks about the podcast, explaining what you can expect from it and how it will work.

[04:12] – We hear about how valuable and high-quality the guests on future episodes will be.

[04:47] – Chandler describes the frequency of the podcast. A few episodes will be available at launch, and after that there will be a new episode every week.

[05:32] – Chandler invites listeners to subscribe. This will keep you in the loop for future episodes, and help ensure you don’t miss a single valuable episode!

[06:14] – Listeners are invited to claim a free gift: a copy of Book Launch. To get yours, go to spsfreebook.com!

Links and Resources:

Chandler Bolt on LinkedIn

Chandler Bolt on Facebook

Chandler Bolt on Amazon

self-publishingschool.com

spsfreetraining.com

self-publishingschool.com/free

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