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

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

steve kamb

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