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

Chandler Bolt

Chandler Bolt

At Self-Publishing School, we help people write, market and publish their first bestselling book. We've worked with tons of entrepreneurs, speakers & coaches to help them get their book written, become a bestseller & use their book to grow their business.

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