Using Your Book to Build Your Business

All right. Hello. I just realized my screen is a little off kilter for all of you folks. So I was just trying to make a little adjustment. So, yeah. Hello. Welcome to the live stream. This is our final livestream of the summer. Well, yeah, more or less of the unofficial summer. So welcome. We're taking our summer break from July 7th. That'd be today. So this is our last YouTube new content that you'll be seeing until August 11th when we're going to start posting new content again. So it's our four week break. So welcome. Hello and thank you for joining. When you get here, make sure you say hello. Thank you, Rachel. Great to see you. And of course, if there's any sound issues, let me know. And yeah, sorry about that corner up there. I don't know what's going on with my screen. As many of you regulars know, I'm in what is more or less a garden shed or storage unit in my parents place while we've been hiding in Canada from the virus, which has proven to be a really good choice given all the craziness that's happened lately. So. Yeah. So, hey, Shannon, it's great to see you here. Latonya, welcome. And Linnae. Hey. I haven't seen you in a live stream in a while, so welcome. Welcome. This is fantastic. And Angela's in the house too. Great. All right, so we're going to dive in because I have so much to talk about with regards to our topic today, which is using your book to grow your business. And really as I was thinking about what to cover, this is almost a compilation topic because almost everything I talk about really is helping you build a business and monetize your book. So there's a lot to cover and a lot of this will. You will find that you'll be able to get deeper into the things I'm going to talk about by finding some of the other videos that we've already talked about. So you. Yeah, it's a lot and it's a really, really cool thing. I think when you start thinking about your book as a tool and you know, nonfiction books. I just put out a video last week on fiction versus nonfiction. And one of the reasons at Book Launchers we focus on nonfiction is because the business model of nonfiction books for making money from your book, you. It's just so varied and so powerful compared to fiction. And I mean, nonfiction is what I know. So that's one of the driving factors that I talked about in that video. But nonfiction books have such a powerful business building aspect and it's probably the single biggest reasons why I get so excited about people writing a book that fits with their business because it can feed into their business in such a big way. And again, a lot of people come to me and they're trying to figure out how many books they need to sell to break even or make money from their book. But when your book fits with your business, book sale number doesn't really matter what you're looking at. Especially you know, when some of my clients, they, you know, they get one new client and that's $10,000 in income for them. You don't need to sell that many books, my friend, if one of your books leads to somebody paying you $10,000. So I think, you know, a mindset piece is to rather, rather than focusing on how many books do I have to sell to break even, think about how can I get books into the hands of people who are my ideal client? How can I get books into the hands of people who are going to actually end up becoming part of my business? So if you have a product, this works just as well as if you have a service or a course or you're a speaker. But it's really trying to figure out how can I get my book so that I am building my business. And when you do that, you'll, you know, book sales are still fun. I love book sales. You know, one of the driving objectives at our company and is to help our clients get books into readers hands. But ultimately what really matters is that we're getting books into the hands of the people who can ultimately grow their business if that's a fit for their type of a book. So really that's what I want to talk about today is thinking about your book as a tool that you can leverage and use to grow your business. And the other thing I want to note because a lot of people think things happen instantly and you know, your book launch comes out and your life changes. It does not happen. One of the things I talk about all the time is, you know, my first book went to number one on Amazon. So I had a Dan Brown, I had a Game of Thrones series and I sold thousands and thousands of books and my life did change, but it didn't change instantly. It took a while for a lot of the things to happen and it still took a ton of effort. One of the things I don't always talk about is the fact my book came out in June of 2013. My first book came out in June of 2013. I did the book tour and Major press. I hired a PR company and a lot of other things. I did that in October of 2013. So my book launch in 2013, it went extremely well. But I did a lot of things we've talked about in the past to leverage the audience of others and leverage my audience to sell those books. But in October is when I actually really started putting money behind the marketing. But I didn't put the money behind the marketing to sell more books. Of course, that was something I wanted to see happen. But I put the money behind the marketing to leverage the book in order to grow our businesses at the time. So that was kind of strategically how I did it. And so I spent the money and the time doing a book tour in October, November of 2013 and paying a PR company. I paid them. I think it was 3,000. So I spent 11 or 12,000 dollars. I can't remember the exact numbers on PR. So just to give you guys a heads up, a lot of people think. A lot of people think our service is pricey, but I paid more than that just to. Just to get PR for my book. But again, it wasn't because I was trying to get that back in book sales. It was because I was leveraging the book and the opportunity, having the book presented itself in order for me to get media. So that's some of the stuff we're talking about today, but I want to kick it off with a prize. I want to do something a little different today, and I want to give a prize to the person who said hello first, because I love when you guys interact with me on these live streams. So Rachel. I think it was Rachel. I'm just going to go back and check here. Where do we go? Where do we go? I lost my comp. There we go. It was Rachel Robertson. So you may have won all the swag already. I can't remember, Rachel, but congratulations. You are the proud winner of. Of either our Noboringbooks mug or our oh so soft journal. And all you need to do is email us at Team T E A M book launchers.com and let us know your mailing address and which prize you'd like. And if you've won it all and you want to designate someone else to win it, we're totally fine with you doing that, too. Just let us know here, because I know you're in the house. So yay. So, yeah. So hello to everybody else. Allen west made it. Yay. Efren. Welcome. Welcome. Martha. Hey. Great to see you here. Doreen. Tanya. Or Tanya. Tanya. David. Hey, this is fantastic. I'm so excited to have all of you here. This is great. Okay, so going back to the list here. Jill's here. All right. This is fantastic. Doreen, it has been great. Some of you are newer to the channel, like Shannon and Doreen. It's been wonderful to see your comments on the day the video is released. So. So I pay attention to these people don't always know that I'm paying close attention to who's commenting, but I know. I know who's my YouTube besties. I gotcha. I got your back, my friends. Hey, Michael, it's good to see you here too. Wow, this is awesome. We have some of our fantastic clients in the house today. This is a great topic for you guys. Lenae, this is a good topic for you too. So, okay, let's just dive in. But, yeah, it takes consistent effort over time to make this happen. So what we're talking about today is not, again, your book doesn't come out and boom, your business grows is a tool that you can leverage for a long, long time. And I was actually talking to a publishing company. Interesting and interested in partnering with us, by the way. Traditional publishing company interested in partnering with us so that we can do the promotional aspect of their clients. So they're. They can refer their clients to hire us for promotion because they don't do any. They actually say that. They say they tell their clients they have to hire outside help for their books, but they were saying that one of their clients published a book, 13. It was either 13 or 16 years ago. And he's a speaker. And to this day, he still selling thousands and thousands of books because he uses them at his speaking engagements. He uses them as part of his package when he gets speaking deals. But also that is his calling card and how he continues to grow his speaking and training business. So 16 or 13 years later, I can't remember, but they said, you know, he's never had a year where he hasn't sold 5,000 books. But a lot of them he's. He's. It's bulk sale and he's selling them as part of his speaking fee and that. That kind of thing, because the more books he has out there, the more his speaking business grows. And it just. He just continues to leverage it. So it is not an overnight business. And it is something that consistent effort reaps massive rewards over time. But it does take that commitment, you know, a daily. I like to always remind people, if you do one thing every day, after a year, you've done, you know, 300 things if you've done them during the week only, and365 if you've done them every single day. And that has to it just little things done consistently over time is what creates massive, massive results. So it will make things happen. All right, so number one, the foundation of all of this is that you write the book to appeal to your ideal client. So that's the thing. You know, we're always talking about ideal reader, but when we're talking about using a book to build your business, your book needs to appeal to that ideal client or customer if you have a product. So first of all, that's the foundation of all of this. Everything else I say is a little trickier. If your book doesn't appeal to the person you're trying to sell your product or service or course to. But if it does, then you have all. You know them, right? So you've done the research in order to write a book to communicate, or you've done the work to know who they are. So you know their hopes, you know their fears, you know their dreams. You can speak to where they're at today and how you're going to help them get to where they want to go tomorrow. And that's fundamental to everything that you're going to do to grow your business. And if your book does that, then you've created the ultimate tool in building your credibility and establishing your expertise in that area. The second piece of this is that your book has to deliver massive value to that person. And I see a lot of people make a mistake here. Not book launchers, clients, but other people. Other books I see, especially those that get handed out at conferences. I don't know if you guys have had people come up to you and go, here's a copy of my book. And you just give you this book. And now you're wondering, do I throw it in the garbage? What do I do? Because I'm not interested in this book. So please don't hand out your books to everybody you meet. It creates an awkward situation, and it also devalues your book. They're going to automatically assume that that book doesn't have anything in value because you were just willing to hand it out to anybody without even them asking for it or wanting it. But deliver massive, massive value in your book. And don't hold back for fear that somebody won't buy your product or, you know, take your course or hire you to speak or hire you for consulting. If you, if you've put everything that you do in your book, my experience, and you know, the experience of many, is that if you give all of the value in something like a book, people will be blown away, they'll be grateful, but they'll also just know that they need to work with you, that that filters them out. So they'll know that you're the perfect fit to help them. And even if it's, you know, even if you have a course that teaches a lot of the same concepts in your book, the thing is, a course is, has a different deliverable. A book is designed to be consumed. And of course we want people to take action as a result of reading our book. But just the way a book is designed, it is designed to be consumed. A course is created and delivered to help people take action and make changes. So just the way things get delivered, even if the content is largely the same, it changes it. And if you're so worried about the value of your course because it has all the content that you have in your book, then I would say add some components, either group training components or one on one components to help you add value to it. And that was a lot of what I used to do in my previous business, which was a real estate training and education company. I built courses. And two of my courses were almost, well, one of them, my primary course, my primary real estate investing course was a lot of the exact same content that was in more than cash flow, but we did group training classes. So every week they got a module and we did a group class. And then throughout the seven or nine weeks that the course went on, I can't remember the duration there was also, they were given up to two one on one sessions with myself or my husband to go through different aspects of the real estate investing plan and, you know, look at deals or whatever it was. So we increased the value of the course by doing that and also added more value because if they'd read the book, some of it was largely very repetitive. But I'm just trying to emphasize the fact that the more value you give, the more people will know like, and see the value in everything that you do. So, okay, so number three or kind of the third point that is foundational to all of this is you need a funnel. And this is where the marketing gets a little, I'm not going to dive too deep into this, but you do need a funnel. So that and your book should be the, ideally, not necessarily the entry point, but one of the core elements of this funnel as an entry point. And what I mean by funnel is you need to have I focus on email newsletter. I believe it is the best still to this day marketing tool and relationship building tool that you have with your audience. But you need a funnel. And the funnel, you know, to me the ideal funnel has and multiple entry points. So you can enter by finding, you know, going to somebody's website and seeing something of value that you can download for free. They sign up for your newsletter, they might buy your book is another entry point. And inside of your book you have a call to action that is, you know my friend Susan Lester Lyons who runs an agency, she calls it a content upgrade. It can also be called a lead magnet. Again, something of value, something so valuable people would pay for it. And it fits with your book content. But it's a call to action to then subscribe to your newsletter from your book. And then also other ways where they might just directly fill out a form to get a call with you. They might have a referral to you. Whatever it is, you have multiple ways that they now enter your world, which is probably your newsletter list. And from your newsletter list, it doesn't just sit there. I know I don't even have to ask you guys to raise your hands. I know there's some of you that have a list that you haven't emailed in forever. So what you want to do is at a bare minimum be setting up at least a three email sequence so that people, when they sign up for your newsletter, they're getting something of value from you, they're getting to know you a little bit and they're finding out what other products, service courses, what other things you do that you have to offer. So when they go, man, she, she or he, they're awesome. I need to have whatever they're selling, I need more. You've kind of started to begin to build that relationship, but also you're letting them know what else you, you have to offer. So, so that when they have that feeling of wow, this book blew me away, I need more. They have somewhere to go. So these three things are fundamental to growing business. And if you don't have these things in place now, that's where you start. The other things I'm going to talk about today don't really help you if you don't have this foundation in place. So I'm just going to pause here because I just threw a whole bunch at you and I'm going to check to see what questions and comments you have and we'll go from there. So yeah, thanks. Wow, you guys are talking away there's lots to catch up on here. Ideal client. I wasn't able to imagine who my ideal leader was, but when you say ideal client, I know who that is and can write to them. Awesome. Thanks for sharing, Allen West. That's great. And hey Derek, welcome. Late. I'm happy just to have you. So it's great to see you. Hey Ben, glad you made it. Okay. Just checking out other comments here and I'm hearing Angela, just let me know the video quality is a little pixelated. You. Yeah, I'm going to turn off a couple other things here. We are in the middle of getting a upgrade. Hold on, let me just pause that and see if I can stop a few of the other things that might be taking some of my Internet away. Yeah, we're getting an upgrade to fiber optic cable and then I'm hoping to be able to get a cord and plug this in. So in August. Because I think we'll probably still be in Canada in August based on the border closures and the COVID fun. I'm hoping to be back in California in September. But uh, anyways, I will be trying to have a plug in like have. I'm going to take the next four weeks to hopefully set up a plug in situation. So we don't have bad video. But thanks for sticking with me if the video is pixelated. I'm glad you can hear me okay though. So thanks for the heads up, Angela. So yeah, hopefully that helped though I did turn off something that could be sucking some juice out. Oh, and I have this on too. Okay, hopefully that'll help. All right. Okay. Yes, we are healthy and safe. I hope all of you are healthy and safe too. That was Rachel, so thank you. And Andy said I have 10,000amazing followers on Twitter. Does that mean anything as I'm about to release my first book? Well, so it's a great question, Andy. And I am going to dive into some really specific business building tips. But I know a lot of you are thinking social media when I talk about this too. And generally speaking, Twitter in particular is not great for selling books. If you look, if you've ever put out a pretty link or anything that's trackable, you'll know how many people actually click on that link when you post it. It's not very good. All that said, we did have a client who had his following was almost exclusively on Twitter. I don't remember how many followers he had on Twitter exactly, but he sold a lot of books just from Twitter, so there's always exceptions. So I can't ever say universally, 10,000 followers on Twitter won't do anything. But I can tell you I have 10,000 friends on Twitter as well. And I barely get retweets. And maybe I'm just boring, that could just be me. But I just find that news content, certain content, certain conversations, they get a lot of engagement on Twitter. And so maybe one of our clients got retweeted or got her book talked about by Tom Peters on Twitter that created a conversation. There's been a lot of cool things that have come out of that relationship. In fact, she tweeted back and offered to send another, her most recent book. So that's been really cool. If you don't know who Tom Peters is, you know, he's a. He's a kind of a legend in the, in the, I guess, speaking slash motivational world. Anyways, so Twitter can have massive value. But generally speaking, I want you to own your own list. I want you to, you to have control over your audience. Because any day now, Facebook or Twitter or anybody Instagram, they can say, sorry, we're turning you off, or it's pay to play. I mean, there was just news yesterday that TikTok was being banned in Hong Kong and US could be next. So you don't have control over those platforms, but you do control your email newsletter list. And I also find your engagement with your newsletter list tends to be better. You're going to sell a lot more books to a newsletter list, but all that, fine. So, yeah, and so I understand we're still pixelated. Sorry. Thank you for sticking with me. That just makes me love you guys all the more that you're sticking with a pixelated video. And by the way, when they're really bad, you being on here live is smart because I don't keep the replay live on YouTube for very long if the video quality is bad. So it's great to be live. You catch the goodies. Okay, so let's go. Um, so with that foundation in place, your next thing. I already kind of touched on this, but I want to make sure I caught all the. I'm just going to my notes. So write a follow up sequence. So you've got your email newsletter, you've got that follow up sequence. So they're getting something and then plan regular content. Now, if you're a launchletter subscriber, if you're not, goodness gracious, go get subscribed. My friends, every two weeks I put out a newsletter and this is not marketing material. Every once in a while, I might Say, hey, if you've got a book idea and, and you want somebody to help you write, publish, and promote your nonfiction book, you know, here's a link to book a call. But these are not promotional emails. These are content. I want to build a relationship. I want us to help you in whatever way we can. And they only come out every two weeks. You could do as little as monthly. And by the way, because you've written a book, right? This is all about using your book. You can just use excerpts from your book for your newsletter. So you shouldn't have any shortage of content for a long, long time. And don't worry about the fact that somebody may have read this in your book already. It's a great reminder. And you can also add a little bit of content or context to it. So you can also say, hey, you know, in my book there's a chapter on this. And what you may not have seen there is the extra tip of this, this, and this. Or what you might say is, I just had a client, you know, seeding what you do. By the way, this is one of the tips for using your book as a tool is when you talk about your book, use it as a way to segue into your product, service, or other things that you offer for sale. And so you could say, you know, I have a client that did this, and you know, I talked about that in my book in chapter four, here's what we said and here's what I did with the client, and here's the result. So you can use that content in a way that is repurposed. You're always adding value, but it also seeds that you have a service or a product or whatever it is for your business. So that's the foundation. So here's one of the first things, and I'm already leading into it with this, is take a look at your book and use it to repurpose that content. Content marketing is powerful search engine optimization. You get free traffic, you can dominate keywords. This is something we had a great training session for our clients on last week or two weeks ago with our client only training. We were talking about finding these juicy keyword phrases and dominating that keyword so that whenever people find you, they're getting an invitation to get on your newsletter. And a lot of that content is coming straight from your book. So take excerpts from your book and use that for your own content marketing. You know, you can post an excerpt on LinkedIn, on Facebook or wherever you're hanging out, Instagram, on and on and on those Excerpts can be used in so many ways. You can also use those excerpts to get magazine articles or blogs or features online. And then, you know, you just get a link at the bottom that goes back. Ideally the link actually goes straight to a valuable opt in offer, but a lot of places won't let you do that. So you just link to your website and make sure you've got a call to action to subscribe to your newsletter on the top half of your on the top half of your website. If you go to book launchers.com you see the banners on our website. Most of them are some sort of a call to action either to subscribe to our newsletter to get we have a game plan for selling books. We have a ghostwriter lead magnet. So how to hire a ghostwriter. We also have one that's seven tips to write your book. Write a book that will sell. So those are all offers that are above the fold. First thing you see on the banner to invite you to sign up for our newsletter and get something of value. So wherever you're repurposing this content, you have a link back to your website and then that's the first thing or one of the first things they see. You're going to use that to build your list which goes into your funnel which sells your product or service. Right? You guys seeing the, seeing the trend, seeing the plan here? So yeah, social media excerpts for features in media, your newsletter. And then also yeah, I think I'm just trying to think if there's anything else I missed on that. I think also looking at your content, looking at your book, whenever you feel short of content can inspire, like I said, these client stories or other ideas. And you can even look at like if it's been a year or so since your book came out, you can even look at it and go, okay, this is something I would add. And you can create a post that adds to it or updates it and just continue or gives a client a new client example. So it's always going to be a source of content for you. Videos, podcasts. We could go on and on and on with how many different kinds of content you can create from that book and use that content to grow back to your business. And getting those links and those authority links back to your website are huge. So the more you can get other sites out there, which is a lot of the value of getting media attention, you know, people writing in, you know, Authority magazine or on Medium or Forbes, these are high authority sites and that link back to your website just increases the value of your website in the eyes of the search engines. So big value there. Next thing is using your book as a tool to get in the door of places. And generally we talk about this as a way to sell books, but I want to give you a couple examples of how you use the book to get in the door and then you take that opportunity and then leverage it to sell your product or service instead. With my first book, again I had, it's a long story so I'm just going to keep it short. Canadian Real Estate wealth magazine. My first book, for those of you who don't know, is called More than Cash Flow and it's a real estate investing book for Canadians. And Canadian Real Estate wealth magazine was looking for free books to give to anybody who subscribed for two or three years of their magazine. So it's an incentive for them to get magazine subscribers because of course the more magazine subscribers they have, the more value they offer to advertisers, you know, the more money they make. So what we did was I gave them, and I don't remember the exact numbers right now, but let's just, let's just say I gave them 250 or 300 copies of my book and I gave that to them at my expense. But they then promoted it in every magazine on their card. You know, the little subscription card it was promoted, get a two year subscription and receive a copy of More than Cashflow for free. So it was the book was promoted on every subscription card for I think a three month period. And they also had a banner that they had at some of their live events and they featured it in some of their magazines during this promotional period. So my book got a ton of coverage for through that. But the value that they gave me, I mean that was valuable to me too because I sold a lot of books to people who didn't need to subscribe. They were already subscribers of the magazine and they were getting my book promoted to them. But what they gave me was some ads in their magazine. I think they were half page ads which would have cost several thousand dollars. And they gave me that ad space and rather than use it to advertise my book book, I used it to advertise my business. And I had a real estate training and education company at the time. So this was huge value. I, it was very unlikely that I would have ever spent money on magazine ads to promote my business. But I got three months worth of ads and I got all this promotion for my book and it did wonderful things. And then we Ended up, I ended up speaking at, I think almost every conference they had for a three year period because we started to build such a great partnership from this. So that's one way. And so always think about how can I use the book to get in the door somewhere where this might be a great relationship for growing my business. And it's all about that ideal client being the same as that ideal reader. Because in this case, you know, their ideal, their magazine is geared towards real estate investors. It is the exact same audience that my book was geared towards. So it was really, really a perfect synergy. But speaking engagements are very similar. And I've seen a lot of people, and I did this too, but I've seen a lot of other people do this really smartly where they'll give books to an organization in order to. Not even necessarily in order to get speaking engagement, but you know, they're just giving books in exchange for a spot on their stage. Because I'm afraid a lot of speaking engagements these days are pay to play. It's a little frustrating because it's so much work to create a great talk. But, you know, the organizers of the event see it as so much work to put butts in seats and to have, you know, qualified butts in seats that they often think that you need to pay to stand on the stage in front of them. So rather than pay, you might be able to strike an arrangement where you give a copy of your book to everybody in that room and you get on that stage and rather than talk about your book on stage, you create a great talk that delivers so much value. People go, I want to hire that person. I want them to speak at my company. I want them to, I want to take their course or whatever it is. If you have a product, you're, you know, ultimately they're going, wow, I need to know more about their product and learn more. So that's two ways that I like to use a book to build a business. The book gets you in the door. You might even give the book to grow that funnel. But ultimately it's you're thinking about how the book gets you in the door so that you're getting your business in front of these ideal prospects. So I feel like I'm throwing so much at you. How are you guys doing? Oh, and the pixelation stops. So thanks for the heads up, Angela, because that I probably turning that other stuff off helped clear the Internet bandwidth for this. So thank you for that. Awesome. And thank you, Alan. That's sweet. He said we're Here for the content. Don't worry about being pixelated. I appreciate it. Okay, so yes, political content can actually be quite challenging. It was interesting yesterday, I had a call with an author who wanted me to take a strong stance politically to feel confident that I was the right person leading the company, you know, to hire for his book. And I wouldn't. And I won't take a stance politically for a variety of reasons. A, I'm Canadian. I can't vote in the states anyways, and I don't actually think any of the choices in Canada or in the states are a good choice. So. So there's that. I'm not pro anyone, actually. But regardless, I do find, especially right now, politics are very polarizing and polarization can be very powerful for your brand and your business, but it can also be very problematic. So it depends, it really depends on your business, Alan, and your message and who your audience is. You know, I think, I mean, I'm always a fan of just being you. And if you're very political, that's who you are and your people are going to side with, you know, you as a person. So, you know, I'm not, I'm not political. I'm not. I'm really quite neutral as a person and as a viewpoint, I really, I like to see all sides. Makes it hard to choose though, doesn't it? If I can see the perspective of every person, it's hard for me to make decisions on. On who to support because I'm like, well, I understand this side of this and I understand this side of this and I can see why they say this. So, yeah, that's just who I am as a person too. So I always think, you know, when you're, when you're on social media, you're building your brand and everything you say is representative of your brand and your business. But if that's who you are, then I don't necessarily think you have to change it because that's who you are. But that's a whole other topic, isn't it, my friends? Okay, so let's do a. I'm just checking the questions Ben is asking. Where do people go for books in Canada besides the library? Do you mean where do they buy books? There's Chapters Indigo. That's the biggest one in Canada. Of course, Amazon, Amazon, ca. Though most Canadians don't buy from Amazon.com, they buy from Amazon ca, the library. Yes, Kindle. There's also a lot of readers in Canada have Kobo devices because that started with Chapters Indigo and Then rakuten. Rakuten, I think, is how you say it. Bought them out. And so now. But Kobo is still very prominent in Canada, so that's an E reader. A lot of Canadians read that. Not necessarily Kindle. So. Okay, cool. Let's see. Yeah, you can't fight it anyway. Yeah. Efren said be you. His best advice. You can't fight it anyway. So, Yeah, I mean, it's too much work to pretend to be something you're not. So, I mean, I think there's a, you know, a level of questioning yourself going, you know, should I. Should I say this or not? You know, is this just how I feel in the moment, or is this how I truly believe is also a good test? Because some of us can get very heated, and you might say something that isn't really, you know, in line with you every day. It's just in that moment, you're very heated. So. And Angela's in the States, and she's going, yay, Kobo. She loves her Kobo. I think Angela's also addicted to E readers. I don't know how many different e reader devices she has, but I feel like every six months or so, she's excited because she's got a new e reader device. Angela, for those of you don't know, is one of the fabulous Book Launchers team. She's our executive assistant, keeping us all organized and in line. And if you ever reach out to Book Launchers, you're probably going to be hearing from Angela first, so. Yeah. But everybody at Book Launchers are major book nerds, so it's not surprising to find out that some of them have e reader addictions. Okay, so back to our topic at hand. It doesn't look like you guys have any questions, so I'm assuming you're just busy writing away. Oh, we're going to do a YouTube draw. Let's do that right now. So for those of you who are new to this scene, every Tuesday and Friday, except for the next four weeks when we take our summer break, we have a new video that comes out. And when you comment, the day a video is released, you get entered to win our Noboringbooks mug or our oh so soft journal. I have our journal here. The mug is in the dishwasher. I actually drank from it yesterday. I didn't plan ahead. Sorry. So this is our oh so soft journal. I filled this one, so it's full of all my notes. Fantastic journal, though. So you get entered to win one of those things, and in the future, really soon we're going to have some amazing swag for our 25,000 subscriber mark, which we're getting very close to. And Angela has been working hard to get that ordered for all of us so that when we hit 25,000 subscribers, you guys are going to get your hands on some really, really special swag. I'm very excited to unveil that. I know it's going to be popular. I think it could be more popular than our hoodies, but I don't know. So anyways, let's do a draw. So the folks that have commented the last couple of weeks on every Tuesday and Friday, I've entered your names all into my random chooser here online and we'll get our fake drum roll going. And Kelly Bonanno, thank you so much for your shares, likes and comments. This is definitely, I'm pretty sure she's one of my YouTube besties. She's darn close if she has not been named as a YouTube bestie yet. So Kelly, when you're catching this replay, email us@teamoklaunchers.com because I don't think I've seen you online today, but maybe you are. If you're there, say hello and let us know if you want the mug or the journal. And of course include your mailing address. Some people write us, it happens quite often and they go, I'd love the mug, thank you so much. And then we don't know where to send it. So please do include your mailing address when you write us. Okay, so thank you and congratulations, Kelly. Yay. Okay, so where were we in my notes here? Let's see. This is almost like a compilation training. Today I'm giving you guys a whole bunch of stuff that I've covered in detail in other videos. So speaking engagements. There are a handful of videos on the YouTube channel about getting speaking engagements and leveraging them. Please check those videos out because I do talk about, you know, using your book in those speaking engagements. Not only to raise the amount of money, increase the amount of money you're getting paid, or make money from your engagements, but those tips and tools can also help you with growing your business from your speaking engagement too. Okay, now I want to dive into something that is also another video, but I, I, I'm going to touch on it with a slightly different angle today. So, so media. Your book is a powerful way for you to get podcasts and articles and interviews and radio. Last week we had a huge week. We were very excited cause we had one of our Clients get a cover feature on the Los Angeles Times, an Inside Edition interview, as well as a Good Morning America interview. It was very exciting. It was really, really big week for us to. And he doesn't have a business around this book. His. His book's a little different than some of the other ones. But if he did have a business, and he had any one of those three, because they are major, major media outlets, I would be saying do all of these things for your business. So there's also a video on leveraging media interviews that I highly recommend you check out if you are doing media and you have a book, because it will help you just leverage it further for that. But as far as your business goes, okay, so media. I've said this before, media generally doesn't sell a lot of books. We've definitely seen Good Morning America sell books that had a lovely book lift. But generally speaking, media doesn't actually sell a ton of books. But for your business, media provides you with that credibility, that expert status. And these are things that your nonfiction book, you probably are hoping it does for you. So even if you only get a few media interviews, this is what I recommend you do to help it grow your business. Get the coolest shot you can get from it. So if it's a TV interview, whether it's a screen capture, you've got a friend there taking pictures, whatever it is, if they put a link on their website, grab that imagery and repost it for ads where you're promoting your business. Facebook ads, Google Ads, any kind of image ads. That media image is very powerful for paid advertising. Of course, there's word. You know, there's more to it than just the image. But that image itself is very clickable, and so that sets your ad up for a better chance of success. I'm not a fan of paying to advertise your book. And so as a funnel piece, I don't. I don't tend to veer that way for very many people. I would rather advertise to have people sign up for a newsletter so you can sell them other things and build a relationship. But I'm very. I'm very relationship focused. You guys probably figured that out already. There's. There's just so much more fun and value in having relationships with people than just one single transaction. So I'm much more interested in that. And I think in the long term, you grow a much bigger, bigger, more profitable, more fun and engaged business, building a relationship and audience. But for an advertising perspective, you could advertise your business, your product or service and use that media as a piece. Create shareable content from that media. And William Hung, we published his book last year. He. And if you don't know William Hung, he was on American Idol, he did a great job of this. He would post pictures of him on stage with Ricky Martin, some of the features he did like on Ellen and some of these other places, and they were from, you know, decade ago. But he would post a new lesson. He would say, you know, I was reflecting on this appearance and thinking about, you know, when I was asked this question, how I would answer it today. So it's, I only mentioned it because it's a great example of fact that it doesn't matter. There's always new people following you. So it doesn't matter that they've, you know, some of the people who've been following you for a while, they already seen your, you know, your feature on that media because a lot of people post it once and then never repost it. But you can use it over and over again as shareable content. Just change the lesson, change the tip. You could say, you may not have caught this when it was on, but you know, one of the questions they asked me was this, and here's how I answered it. Here's why that matters to you. So create shareable content and don't stop sharing it. I mean, if it's a great feature in a great media outlet, just keep using it in different ways and just always be thinking about, okay, what can I add value to my audience with this piece today? But it's, it's huge and it's such a credibility and expert status building thing to reuse it over and over again. I think it's really smart for your business and of course put the as seen on, on your website and you could even put it in email signature. I've seen people do that because those logos do carry value. I think that's the word I want to use. They carry value and people see it as a credibility status and piece. So use them. You've been there, so use it in your business. They, you know, it might have been about your book, might have had nothing to do with your business, but you were the author of that book and you are now the one that was as seen on. Also you can update your bios. So your author bio, your speaker bio, all of those things can now be updated with these media features. And again, this just adds credibility to, to you and to your, to your business and your, your expert status, so to speak. Let's See. Oh, also content, content marketing, my friends. This is also great for your email newsletter. When you, when you, after the feature comes out, post a link to it, post an excerpt, post, you know, whatever is appropriate or suitable for that media interview. Put that in your email newsletter. It's great content for that list. So that nobody is sitting there with a list they haven't emailed. I know, I know nobody has said it or maybe I missed the comment, but I know you're out there. I know there's some of you that have an email newsletter that haven't sent anything to that email newsletter in a while. Right. So you've got things to do. Let's see. Oh, if it's really strong, you can pin it, you know, on Twitter, on Facebook, different pages. I don't know if you can do it on Instagram. You can pin it so it's the first piece people see when they come to that page. If it's a great media feature, pin it so that's the first thing they see. Okay, so let's do another prize participation prize. So if you're here and you haven't said hello, make sure you say hello. But we're going to actually do a skill testing question. So the first person to name two ways to leverage media to grow your business, you're going to get today's prize. So let's see it. Hey, Kevin 2.0 is in the house. All right. Hello. Okay. Kevin McGuire, you made it. Nice to have you here. Pin and post. Well, I mean, you did get it, Kevin, but advertising promote. Ben, if you don't mind, Kevin, because I know you've won all the swag already. Do you mind if we give it to Ben? I don't think he's going to mind. So, Ben, you weren't wrong. You weren't wrong, Kevin. It was pin and post and that was accurate. But I'm going to give it to Ben if that's okay. I don't think you'll mind. There you go. Thank you. So, Ben. Hurrah, Ben, thank you so much for joining us and congratulations. You were right. So advertise your media feature, use that in your ads. Absolutely. And promote it in every way possible. Social media email newsletter, on and on. Put the logo on your website. Great. You nailed it. So please email us@teamoklaunchers.com whether you want the mug or the journal. And make sure you include your mailing address and we'll get that out to you. So thank you and thanks for paying attention. A lot of you actually Were getting the answer to that. So that's awesome. Shannon had it too. Content marketing, relationship building, email list. Absolutely. So you guys were paying attention. Awesome. You guys have gotten used to me giving you guys skill testing questions, right? Okay. All right, so we got a couple more points for you today. This is a long one. Like I said, it's really compilation of a lot of things we talk about all the time. So I got two more ideas for you. Use the book as a tool to connect with people that probably are harder to connect with in other ways. So, you know, I find that saying that you're the author of X book can be a great way to open the door to people. And. And so if you are smart about your outreach with people, saying you're the author of can really help. I wouldn't necessarily say start mailing it to a bunch of people, but you could mail it. You know, there's a video from Robert Workman on getting into airport bookstores. But he uses this tactic and this strategy in many ways with people he wants to connect with. And he kind of sends the book and a gift, like cookies. He likes to do cookies. But you can have a strategy of outreach using your book to get to people that you maybe haven't been able to connect with before. So if there is some sort of a strategic partnership that makes complete sense with your book. So I'm just trying to think of an example of somebody who's here, you know, like Lenae. If you have a product that you always talk about. For example, Lena is a certified sexologist and has a book called Read Me a Parental Primer for the Talk, which is all about talking to your kids about sex. Maybe there's a something else that you reference in that book or something else you just talk about all the time that's a good fit for your audience. And maybe you haven't been able to connect with that company or that person in the past. You might be able to. To use your book as a show to them and say, hey, I'm the author of this book. I always recommend. And I'm, you know, this is what I do in my business. I always recommend your product and service. You know, maybe there's a way we can work together. You know, that kind of thing can open your book, can open the door to companies and people for partnerships that can grow your business in really big ways. So that's just one way. And I just picked that out of the top of my head. Just came to me. I was just trying to think of some of the other people here that I know their books. But start thinking that way, and your book can be a great tool to build partnerships and build relationships with people that maybe you haven't been able to connect with in the past. The final thing I want to mention is really, anybody who is your. Has your ideal client in their audience. And again, this is your ideal reader because you've written the book, in this case for your ideal client. They are all potential opportunities for you to use the book as the way to get in front of their audience. But then when you're in front of their audience, you're either building that email newsletter list, which is one of the videos that I talk about, you know, with leveraging speaking engagements is you get that speaking engagement. So being the author might give you the credibility. They might have looked at your book and gone, great, I want you to give a talk on this chapter. But when you're in front of the audience, you're not selling your book. Your book has served its purpose. Now you. You're not selling books. You're now going to try and build that email newsletter. So giving, you know, one of the things I love. Carol Cox is a speaking coach. Um, and she saw me talk at, I think it was podfest, and then she had me on her podcast. But she, before I went on her podcast, she said, hey, like, I got a tip for you on how you can grow your email, your email newsletter, build better relationship with the people you're talking to. Um, and I was like, yeah, but we not. We weren't allowed to sell when we gave that talk at PodFest. And she said, yeah, but you can hand out a sheet of paper that is a worksheet and a feedback form. And the feedback form can say, do you want to subscribe to my newsletter? Do you want to get X tool and subscribe to my newsletter? And they can put their email address in there. And I started doing that after my talks. And, you know, 30, 40% of the room was then handing in the feedback form, which I was then getting feedback on my talk, but also getting new people onto my newsletter list in a room where we weren't allowed to sell things. So there's always ways to leverage. But my, my real tip here is you get that podcast, you get that webinar. The book has served its purpose at that point. Book sales are nice and, you know, I love selling books, but we're talking about using that book to. To grow your business. Now, once that book has served its purpose of getting you in the door, your focus should shift on either getting people into that funnel that you've worked so hard to build or even just seeding the fact that you have this product, service, course, training, speaking, whatever else it is you do and you know, deliver massive value while letting them know, hey, like, I can only give you so much in a 30 minute interview, but you know, there's a whole bunch more that I can do to help you. And if you want to connect, go to X website or drop me an email at this, you know, this address and connect that way. That's it. I did it. For those of you who take notes, I know some of you do your hands probably hurt. Some people left, some people were like, whoa, this is too much. This is a full session. But I wanted to make sure I like I said, it's really a compilation thing. There's so many things you can do to leverage your book, to grow your business and it's doing these things consistently over time. It's never one thing. It's never one thing and it's never one thing done once. That's my big message to you. Use your book every day. Do one thing. Whether it's reach out to one person, reach out to one podcast, reach out to one company, you know, promote it, use one, do one piece of content marketing. Do one thing every single day. And over time it will grow your business and it will build you up as the expert and, you know, the credibility and all those pieces. So there is a lot to it. And you know, if you have more questions, I'm happy to shoot more videos the next four weeks. I am not sitting on a lawn chair lakeside. Although to be honest, the weather has been terrible here. So I don't want to sit lakeside on a lawn chair while it's pouring rain. It's like it's a gift. It's keeping me inside, working. If the weather does get nice, I might not. But I do want to plan some great video content for you for the fall. So if there are topics around this or anything else that you want to see video content in, just drop it in. Any comment on any video, I read every single comment at all times, so I will check that out. I am creating content for the next four weeks, so do let me know what else I can create that will help you, especially with building a business from your book. Because this is piece that I want to start focusing on a little bit more for you. Okay? So you're going to miss me. Hey, you know what? There's over a hundred and some videos. I really don't think you've seen them all. So please go through the channel and find the other videos that you haven't seen in the four week break and watch those YouTube likes. That and I appreciate it. And there is so much great content on the channel, so please do do that. And I've got one more prize, so don't run away yet. And there's one more YouTube commenting prize we need to do. So Kelly was our first prize winner and our second prize winner of the day, Eddie De Jesus. Yay. A new one too. So Eddie, I don't know if you're on here live today, but hopefully you catch the replay and you can email us@teamoklaunchers.com and let us know if you want the mug or the journal. So thank you so much for your comments, your likes and your shares. And let me just say, let's see. Binge watching David Frost. Yeah, you can BINGE Watch the YouTube channel for the next four weeks. There's a lot of content there. It's going to be hard for you to catch it all. And Mike, are you guys ready for your break? We'll miss you. So thank you. I will still reply to comments on the YouTube channel. So if you're really missing me, say hello on YouTube. I will be there. But thank you so much. I can't wait to see you again. August 11th. We'll be back and in the meantime, just check out the old videos and let me know what you want me to shoot for the fall. I'm going to be working hard on creating some great content for you. So thank you so much for joining us today and thanks, Angela, for your support. Appreciate it. Take care everybody. Bye.