COACHING + PUBLISHING
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Posted on Dec 5, 2017
by Chandler Bolt
</p> <p></p> <!--HubSpot Call-to-Action Code --><span class="hs-cta-wrapper" id="hs-cta-wrapper-0754d8e8-bd4e-400d-b80b-06e2a586e856"><span class="hs-cta-node hs-cta-0754d8e8-bd4e-400d-b80b-06e2a586e856" id="hs-cta-0754d8e8-bd4e-400d-b80b-06e2a586e856"><!--[if lte IE 8]><div id="hs-cta-ie-element"></div><![endif]--><a href="https://cta-redirect.hubspot.com/cta/redirect/4208601/0754d8e8-bd4e-400d-b80b-06e2a586e856" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><noscript><img class="hs-cta-img" style="border-width:0px;" height="412" width="1200" src="https://no-cache.hubspot.com/cta/default/4208601/0754d8e8-bd4e-400d-b80b-06e2a586e856.png" alt="Schedule Your Free One Hour Book Strategy Session" title="0754D8E8 Bd4E 400D B80B 06E2A586E856"></noscript><img class="lazyload hs-cta-img" id="hs-cta-img-0754d8e8-bd4e-400d-b80b-06e2a586e856" style="border-width:0px;" height="412" width="1200" src='data:image/svg+xml,%3Csvg%20xmlns=%22http://www.w3.org/2000/svg%22%20viewBox=%220%200%201200%20412%22%3E%3C/svg%3E' data-src="https://no-cache.hubspot.com/cta/default/4208601/0754d8e8-bd4e-400d-b80b-06e2a586e856.png" alt="Schedule Your Free One Hour Book Strategy Session" title="0754D8E8 Bd4E 400D B80B 06E2A586E856"></a></span><script charset="utf-8" src="https://js.hscta.net/cta/current.js"></script><script type="text/javascript"> hbspt.cta.load(4208601, '0754d8e8-bd4e-400d-b80b-06e2a586e856', {"useNewLoader":"true","region":"na1"}); </script></span><!-- end HubSpot Call-to-Action Code --> <p></p> <p><span style="font-weight: 400;">Ryan Deiss has taken email marketing, sales funnels, and creating and selling products to another level. He is the founder and CEO of </span><a href="https://www.digitalmarketer.com/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">DigitalMarketer</span></a><span style="font-weight: 400;"> 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. </span></p> <p><span style="font-weight: 400;">Today, Ryan shares his marketing expertise as we talk about his book the </span><a href="https://invisiblesellingmachine.com/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">Invisible Selling Machine</span></a><span style="font-weight: 400;"> 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. </span></p> <p><b>You can find Ryan here:</b><br><a href="https://www.digitalmarketer.com/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">DigitalMarketer</span></a><br><a href="https://www.linkedin.com/in/ryandeiss/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">Ryan Deiss LinkedIn</span></a><br><a href="https://twitter.com/ryandeiss?lang=en" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">@RyanDeiss Twitter</span></a><br><a href="https://www.facebook.com/ryandeiss/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">Ryan Deiss facebook</span></a><br><a href="https://invisiblesellingmachine.com/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">Invisible Selling Machine</span></a><br><a href="https://www.amazon.com/Ryan-Deiss/e/B00VAPOJGA/ref=dp_byline_cont_ebooks_1" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">Books by Ryan Deiss</span></a></p> <p><b>Show Notes</b><br><span style="font-weight: 400;">[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.</span><span style="font-weight: 400;"><br></span><span style="font-weight: 400;">[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. </span><span style="font-weight: 400;"><br></span><span style="font-weight: 400;">[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.</span><span style="font-weight: 400;"><br></span><span style="font-weight: 400;">[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. </span><br><span style="font-weight: 400;">[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.</span><span style="font-weight: 400;"><br></span><span style="font-weight: 400;">[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.</span><br><span style="font-weight: 400;">[10:49] How it’s important for a book to stand on its own and not just be a disguised sales letter. </span><br><span style="font-weight: 400;">[15:15] The importance of turning a glance into a stare with a title and subtitle.</span><span style="font-weight: 400;"><br></span><span style="font-weight: 400;">[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.</span><br><span style="font-weight: 400;">[24:13] Ryan has total control over his book and he uses it for marketing purposes that he controls.</span><span style="font-weight: 400;"><br></span><span style="font-weight: 400;">[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. </span><span style="font-weight: 400;"><br></span><span style="font-weight: 400;">[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. </span><br><span style="font-weight: 400;">[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. </span><br><span style="font-weight: 400;">[30:39] He also made a quick optional upsell video. It was passive, but it performed well. </span><br><span style="font-weight: 400;">[32:24] Having a permission based micro commitment upsell. </span><br><span style="font-weight: 400;">[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. </span><br><span style="font-weight: 400;">[37:02] For immediate revenue it came from the Secret Selling upsell. The 30 and 60 day revenue was trumped by The Machine. </span><br><span style="font-weight: 400;">[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. </span><br><span style="font-weight: 400;">[40:11] People want new products. With a membership, you can deliver the new without selling the new. </span><br><span style="font-weight: 400;">[43:00] People join membership groups to have a community. </span><br><span style="font-weight: 400;">[44:57] How Ryan hired key people who are responsible for his membership even a dedicated community manager for the facebook group. </span><br><span style="font-weight: 400;">[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. </span><br><span style="font-weight: 400;">[50:47] The importance of the cost of customer acquisition and customer lifetime value. Looking for ways to maximize the value of the customer. </span><br><span style="font-weight: 400;">[52:39] The dangers of big companies getting too comfortable and dying a slow death.</span><span style="font-weight: 400;"><br></span><span style="font-weight: 400;">[53:13] How Ryan’s business isn’t a launch centric business. </span><br><span style="font-weight: 400;">[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. </span></p> <p><b>Links and Resources:</b><br><a href="https://self-publishingschool.com/" data-wpel-link="internal"><span style="font-weight: 400;">self-publishingschool.com</span></a><br><a href="https://learn.self-publishingschool.com/podcast-webinar/?utm_source=spsfreetraining.com" data-wpel-link="external" rel="external noopener noreferrer"><span style="font-weight: 400;">Spsfreetraining.com</span></a><br><a href="https://tim.blog/podcast/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">Tim Ferriss</span></a><br><a href="https://www.digitalmarketer.com/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">DigitalMarketer</span></a><br><a href="https://www.linkedin.com/in/ryandeiss/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">Ryan Deiss LinkedIn</span></a><br><a href="https://twitter.com/ryandeiss?lang=en" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">@RyanDeiss Twitter</span></a><br><a href="https://www.facebook.com/ryandeiss/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">Ryan Deiss facebook</span></a><br><a href="https://invisiblesellingmachine.com/" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">Invisible Selling Machine</span></a><br><a href="https://www.amazon.com/Ryan-Deiss/e/B00VAPOJGA/ref=dp_byline_cont_ebooks_1" target="_blank" rel="noopener external noreferrer" data-wpel-link="external"><span style="font-weight: 400;">Books by Ryan Deiss</span></a></p> <h2 class="wp-block-heading">You might also enjoy:</h2> <ul> <li><a href="https://self-publishingschool.com/write-introduction-sells-book/" target="_blank" rel="noopener noreferrer" data-wpel-link="internal">How to Write an Introduction That Sells Your Book</a></li> <li><a href="https://self-publishingschool.com/book-title-ideas-choose-perfect-title-book/" target="_blank" rel="noopener noreferrer" data-wpel-link="internal">Book Title Ideas: How to Choose the Perfect Title for Your Book</a></li> <li><a href="https://self-publishingschool.com/much-cost-publish-book/" target="_blank" rel="noopener noreferrer" data-wpel-link="internal">How Much Does it Cost to Publish a Book?</a></li> </ul> <div class="swp-hidden-panel-wrap" style="display: none; 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He’s also the founder & CEO of Self-Publishing School, the #1 online resource for writing your first book. Self Publishing School made the INC 5000 in 2018 (#2,699) as one of the 5,000 fastest-growing private companies in the US. 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