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SPS 159: How To Get A Multi 6 Figure Advance With Your First Book with Brian Dixon


Brian Dixon is the author of Start with Your People: The Daily Decision that Changes Everything, a book about maximizing one of our most essential resources, relationships. He’s also a podcaster, speaker, and business coach. He’s passionate about helping aspiring authors and speakers share their messages through building and growing online businesses. He believes in simplifying the marketing strategies to have an impact. We will talk about traditionally publishing a book, getting an advance, selling copies, and streamlining marketing. 

Brian Dixon is the author of Start with Your People: The Daily Decision that Changes Everything, a book about maximizing one of our most essential resources, relationships. He’s also a podcaster, speaker, and business coach. He’s passionate about helping aspiring authors and speakers share their messages through building and growing online businesses. He believes in simplifying the marketing strategies to have an impact. We will talk about traditionally publishing a book, getting an advance, selling copies, and streamlining marketing. 

We kick off the show with why Brian wrote this book. He also shares a personal story of how he realized that he needed to focus more on the importance of relationships with people. We talk about the reality of imposter syndrome and pitching your book. Brian walks us through some interesting facts about pitching a traditional book, using an agent, and creating that all-important book proposal. He also shares why he thinks he got a boost by focusing on his email list and marketing in his proposal. This episode is full of exciting and motivating information. 

Show Highlights

  • [01:19] Brian decided to write Start with Your People: The Daily Decision that Changes Everything, because what’s obvious to us is magic to other people. As a driven entrepreneur and a growth guy, Brian wanted to stay how he is and still have a soul. 
  • [03:07] He wanted to focus on relationships. He did a 360 assessment and the consistent theme was that he wasn’t putting people first. 
  • [05:29] Go on your social media and ask what you are good at? 
  • [06:13] Brian wanted to create a business book with a heart.
  • [07:52] We all have imposter syndrome and ideas about what we are allowed to do. Brian started pitching books when he wanted to share with the world. He pitched book ideas and was rejected.
  • [09:37] Then when he wasn’t trying to go for it, he got the thing he wanted for so long, a traditional publisher. 
  • [10:54] If you’re trying to pitch a traditional deal, you need to spend about 70% of your book proposal on your marketing plan. Marketing plans are very important. Brian’s ft proposal was heavy on marketing strategy.
  • [11:48] He made a PDF non-fiction book proposal that was probably about 40 pages long. An advantage of working with an agent is they know a lot of people and have a lot of connections. She sends warm emails with the book proposal opportunity.
  • [12:30] Brian also had a big email list, and publishers were interested in the book because of the marketing plan. The golden ticket to book marketing according to publishers is the email list.
  • [13:28] He had a huge prelaunch opt-in bonus strategy. He gave access to his courses and had a niche summit with influencers. He used a strategic strategy that publishers could use in future book promotions.
  • [16:39] His agent pitched a meeting with him, not the book. He sold the book in the meeting. He brought drive and hustle to selling the book.
  • [19:54] Assume you’re on the team and bring your A-game. Add value wherever you are and assume yes. 
  • [22:36] These meetings were all on Zoom. 
  • [23:44] When it comes to getting a big advance, you have to treat it like a business and take negotiation seriously. Do the best you can and trust God with the results.
  • [26:46] Once you’re past your window of launch, the publisher moves on to the next project.
  • [27:19] He made a list of people he knew and thanked them for the impact they had on his life. We are constantly making investments in people throughout our lives and sometimes those investments can help us with future projects.
  • [29:37] The book helped establish a level of credibility and trust. The know, like, and trust factor. 
  • [30:59] You can also launch ancillary businesses as a result of your book.
  • [31:27] Parting advice includes writing that book. We have an entire lifetime to create our body of work. It’s okay to be a beginner.

Links and Resources

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Brittany

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