How I Sold Over a Million Copies of ONE Book - Here’s How

Make sure you have something that's aligned with your book, that delivers massive value. So when they buy it, they're happy. Welcome to the Dean Graziosi Show. All success starts right here. How do you sell your book? Well, there's a lot of different ways. If you're already an author, maybe you could get a great publishing deal. Those are hard to find, especially with new offers in today's world. A lot of times publishers are antiquated. They're outdated, they throw a whole bunch of things against the wall and hopefully one sticks. If they're strong enough to get you in bookstores, they're hoping you do the marketing. You have a big enough following to send people there. So in my opinion, and this is just my opinion, I think it's better to self publish. Amazon has allowed us to reach so many people. As long as you got the voice, as long as you know how to market. We're gonna talk a little bit about that. So I'm assuming you went through the simple process. Of course there's deeper pieces. Make sure you have a good editor. You're gonna have to find somebody. You might be able to find somebody on Elance or on Fiverr to help you edit the book and then lay out the book and then you want to get the book printed. All those pieces are available in such abundance in today's world. So finish the book up, get it cleaned up, get it printed. Now, in today's world, you can get hardcover and soft cover books printed for under $3 and get them in mass and get them in bulk and get them stored in a warehouse and have somebody ready to ship them. In fact, heck, you could send the books to Amazon and they'll hold them and ship them as people order. So many great opportunities and options in today's world. But what I want to talk about right now is self publishing. So there's a bunch of pieces to self publish a book or get the momentum, get it out to the world. And what we're doing is direct response marketing. Right. Most likely you have my book in your hands. I, because of direct response marketing, you saw an ad, you saw a link, you saw me on social media, then you went to a webpage where you had the chance to get my book, which is true. I pay for the book, I put it in the warehouse and I asked people to help cover the shipping and handling. Between the marketing and the cost, I would traditionally lose money on a book. That's a true story. If you just bought the book and you just covered the shipping and Handling I lost money on your purchase. Well, today you're going to get to see behind the curtain. So let's. I'm going to assume you followed the process and you recorded, transcribed. Like I said before, you got the book done. You laid it out, you weaved it together. You did an intro, an outro. Maybe you got an editor off of Fiverr, or you got an editor online, helped you cleaned it up and laid the book out. And you had a graphic designer. Maybe you go to 99designs.com and help them help you create the COVID of your book. Really great site. You pay one fee, a whole bunch of people compete and come up with different options. You pick the one you like. So now you got a cover, you got somebody that the book layout. You put it together, you find a printer. Find a printer online, just book printing and find somebody who can print your book for two, three, four, five dollars a book. Five is too much in the beginning. But if you're just selling a few, it's a great start. You get more momentum. You can get that down to like two bucks a book. Really awesome, right? So now you're ready to get it to the world. Now, here is one of the first things I would do. And in this little training, there is a separate video on how to get your book up on Amazon. Now, Amazon is just this amazing resource, the biggest bookseller in the world. Get your book on Amazon. If you went to Amazon right now, you would see the underdog advantage is there for sale for $19.95. The hardcover plus the audio version plus the digital version. And people are buying it like crazy. And I don't do much promotion there. People are going there, finding it organic. Yes. I'm a multiple author and have lots of books and people bought my last books and like it and they're searching me. But right now you could click the video that's going to show you how to get on Amazon, go through the process and you could have a great listing, strategically formatted. You'll see how we do it in a unique way and have your book on Amazon. Now, this is where you put the baseline price. This book for $19.95 is about the average cost for a book like this. So that's what we price it at. And again, we'll sell thousands and thousands and thousands of copies, millions at that price. And it sets the baseline. So step one in the marketing process, set the baseline, get your book listed on Amazon, follow the tutorial on how to do it, and be ready to ship books or ship the books to Amazon so they can send them out prime and they explain exactly how to do that. Okay? So now when you do that, you got to be ready for your own direct response marketing. And I'm going to give you the blueprint on how this works. It's called, well, at least I call it the marketing wagon wheel. Now let's back up for a minute. We're going to do a wagon wheel, meaning all these different areas that we're going to get people potentially interested in your book to go to your page, like the page you went to when you bought this book. Now here's the thing I would suggest is go to deansbook.com that's the page where you got this book and model that page completely. Seriously, I'm giving you permission to model my page. That works. Model, you know, create a headline, create a video, create great bonuses, do a free plus shipping book. And I'm going to tell you how free plus shipping works. Because if you just paid for the shipping, I lost money on you because not only do I have to print the book, send the book, ship the book, handle the book. I also have to pay for the marketing that got you to see my ad in the first place, which a lot of times that marketing cost about 20 bucks every time. Like $20 a person to hire. So you like 20, 10 bucks to fulfill 30 bucks in. And you only paid $8 shipping and handling, you lost money? Yes, I did, but I didn't lose money overall at the end of the month because so many people liked the book and liked what I offer. They bought more stuff. So I'm going to go over to the whiteboard and give you the behind the scenes of how I work on self publishing to get my book into in people's hands so I can change their life. You ready? Let's go. So I call this the marketing wagon wheel. I train and teach this in my knowledge broker blueprint course I did with Tony Robbins. I've been teaching it to my team. This is how I run my company. And it's basically this. So if this is the book offer, so say I gave you that little deansbook.com that's this page. Okay? This is the page that you can model at. Deansbook.com is the book offer. That's where you can grab my book and pay just shipping and handling. Get all these cool bonuses, right? Pay $8.957.95. I'm not even sure what it is. I think it's $8.95 shipping and handling. So now that, that page, we build the page where it offers the book. Now it's like, how do we get people to that page? Now, you may have come from Instagram, you may have come from YouTube or Facebook or word of mouth. A friend told you or some of your friends, or maybe an affiliate, or maybe you have an email list and you sent people to this. So what I want you to think through as you recreate this wagon wheel with any marketing you do, you build a mastermind, do this, you build a workshop, do this. You have a product, do this, write a book, do this. So what we do is we figure out all the different ways we can utilize marketing, direct response to. To drive people to that book offer. So if you have a following on Instagram, talk about your book, talk about what you're excited about. Send them to the page. You have a following on YouTube. Send them to the page. Following on Facebook, send them to the page. You have an email list, send them to the page. Affiliates, friends, word of mouth, you're sending to the page. That's duh. You're like, you already said that. Yes, I get it. But then the second part is you have the opportunity in today's world to do ads. And you might be here right now because of a Facebook ad or YouTube or Instagram ad that you saw with me on it. And here's what's cool about today's world, guys. When I first started direct response marketing, I did an infomercial because I bought a product from Tony Robbins off an infomercial like, 25 years ago. Because there was no Instagram, there was no Facebook, There was no YouTube, there was no podcast. And that's another one. If you have a podcast, I'm just gonna do PC. If you have a podcast, do a podcast. Drive people to the book. That didn't exist when I did an infomercial. I just had to cast the big net. And I was hoping someone interested in what I was writing about would walk by the tv. Those days are gone. You could create an ad on Facebook and go in and they're doing all the data search. They know. Hey, listen, if you buy books, they already know. How about, heck, I'm having a baby. We're talking about cribs, we're talking about strollers. All of a sudden, in my Facebook feed, there's stribs, cribs and strollers. Cribs and strollers together. Strips. No, I'm kidding. That's what I was trying to say. But Facebook, Instagram, YouTube, they know everything you're doing, they know your clicks, they know what you're watching. They know if you're a book buyer, you can run an ad on Facebook. If you wrote a book on how to fly fish, you literally could find people that fly fish that make over a certain amount of money, that buy books and say, show my ad to those people only. And they'll show people. And then the more people that buy, they'll create a lookalike audience of more people like, that could potentially buy your book. The game has changed. The world has changed. This is why we have the opportunity to self publish. And that's why I love it, is because I get to help the people that need my book, not hope that someone goes to a bookstore and buys it. That's antiquated. That's outdated. So, yes, you could do ads on Facebook, on YouTube, on Instagram, you could do ads on podcasts, you could do ads on LinkedIn. But between these, what I would say is pick one or two. I originally picked Facebook and then worked my way around the wagon wheel. Three years ago, when Millionaire Success Habits first launched, it was just Facebook. And then we started and went around and got all these. And email. I would pick your biggest strength or go really deep. You want to learn Facebook ads? Go really deep on Facebook ads. Figure it out. Get someone to help you and start running ads that drive people to your book offer. That's how you get momentum. So now you're saying, okay, Dean, I get it, but how the heck do you pay? How the heck. If you're only getting 8.95 for shipping and handling, how do you afford the $10 to get the book out the door? And how do you afford. If the ads cost you $20 per buyer, it cost you 30. $30 per buyer, and you're only bringing $8.95. How does that work? Well, if I just had people pay the shipping and handling, I would go broke and you wouldn't see Millionaire Success Habits and you wouldn't have my book. The Underdog Advantage. That's where this stream comes into place. Upsell one, upsell two. Okay, so now upsell number one. Upsell number one, let's go through my book offer. I. I do a monthly training. It's $97 a month. I wanted to create something magical for people who took my book and say, hey, thank you for writing my book. You could be a part of my inner circle. That's my upsell. Right? And when you do an upsell, it's not just offering some crap. I'M telling you right now, Offer something that serves the person. Somebody gets my book about the underdog advantage. I want to give them all the tools, all the immersion to change their life, just like I'm doing for you right now. So upsell number one is massive value. It's my $97 a month. That's $1,164 a year. To be in inner circle, I wanted to create an irresistible offer. I gave them two years, which is like $2,200 and something dollars, and they could get it for four payments of $97. Four payments of 97. Oh, my God. Irresistible offer. So that's, say that's $400 on average, and 10% of the people, let's say 5% of the people take that and pay in full. Just 5%. So it's a $400 offer. That's another $20. Right. 10% would be $40. 5% would be $20. Right. So $20 here for the inner circle upsell. Right. Does that make sense? Just making sense to you, Johnny, behind the camera. Okay, I just want to make sure I'm clear here. So now you got the book. 20% took the order bump. That added $8 to the average cartoon. Then 5% took, hey, I want to be in your inner circle for two years. Great. That's another $20 to the average cart. And then my last upsell, I wanted to share something that was just killer. We all need confidence. Confidence is the driver for your next level. So I did a training with Tony Robbins and Arianna Huffington, who started Huffington Post. I did a training with Rudy Rudiger, with Marie Forleo, with Brendon Burchard, and I lumped them together. These are priceless trainings. And I did it for $77. That's it, 77 bucks. So let's just say 10% of the people take upsell number two, which is 77. And let's just say this is 400. So 10%, that's, let's just say, another seven bucks. So now if this is true, and I don't know these numbers, they're close to this, it's probably a little less. So now it cost me $30 to get a book out the door. Now, that's not my overhead, that's not merchant account, that's not my customer service. All that's on top of that, it cost me more than 30. But let's just say it's 30 out the door. Well, that 895 with the free offer with these upsells and you over deliver on upsell. So they're like no they're not like oh I paid all this, like oh my God, thank God I got all this right now all of a sudden 895 goes to 95. 8 and 8, 16, 16 and 4 is 23, carry the 2, that's $43.95. Now the $8.95 average cart for free with the order bump and the two upsells comes to $43. If it cost you $30 to get a sale and you bring in 43, how much do you make per book? $13. So now all of a sudden you're up $13. The next thing after upsell number two is thank you. Tell them how to get their book, tell them you appreciate them, tell them to read the whole thing. And that is the model in a nutshell. Does it vary? Of course. Does cost per advertising go up? Yes, all these things. But this is how you come out of the gate. This is how you get your book in the hands of hundreds of people, thousands of people, ten thousands of people, potentially maybe hundreds of thousands of people if you do this right. And my suggestion to you is just follow what I do. You bought my book. I hope you see I'm over delivering in every way I possibly can. If you got any of these upsells, oh my God, you're going to freak out on how good they are. I know you are. Especially if you're in the inner circle or you get these trainings. Both of them are great. Make sure you have something that's aligned with your book that delivers massive value. So when they buy it, they're happy. And, and this is how you self publish and get your hands in the books or get your books in the hands of the people who need to read it. This is my short tutorial to show you how to write a book and now how to get it out to the world. Now take this information, go deeper, do the research and impact the world. There's nothing better than self education. Typical traditional education is struggling. It's not serving people at the level it used to. Books, courses, masterminds, all of the training of self education is going to make and fix a broken education system. So I want more of you to write books, more of you to do masterminds, more of you to do workshops. And together we can make self education the new norm. Listen, if you're watching me and you'd love to make more money or advance your career, start the company, scale the company, just think differently. Reach another level of happiness. I know there's a lot of widgets and magical money machines out there, but again, I don't know if they work. I've never seen them work. It takes a foundation to build a big house. It takes a foundation. It takes the core to build the success you crave. And that's what I obsess on. If you know anything about me with millionaire success habits or what I built with the knowledge business blueprint with Tony Robbins, it's all about building a core for sustainable long term abundance in your life. I think this is the best book I've ever written and you have the opportunity to grab it right now. You go to Amazon, pay $19.95 or go to deansbook.com that's Deansbook. We included some instant bonuses that will blow your mind. You got to go see them right now. You got to grab this book. And here's the cool part. I'm doing a special 90 minute training on what I believe is the greatest way to make impact and profit from today's shifting culture, today's shifting economy. I'm ethically bribing you because I want this book in your hands. I can't change your life unless you read this. If you got a little bit tonight, this is just the tip of the iceberg. Imagine having a whole book that can transform your life. I'm really excited about this book. Go to deansbook.com that's deansbook.com grab this book and see for yourself that your disadvantages are actually your superpower waiting to be exposed. I'm Dean Graziosi. Thanks for joining us. Get the book. What's up? What's up? Hey, before you go, you need to watch these next few videos. They're absolute game changers. Hurry up and click right over here and watch them and I'll see you there. Sam.