The One Where Dean and Joe Talk About Successful Book Marketing Ideas - I Love Marketing With Joe Polish And Dean Jackson - Episode #149

I'm dean jackson, he's joe polish, and this is the I love marketing podcast. Hey everybody, it's Dean Jackson and Joe.

Polish and I'm in a car right now. Well, really an suv.

Show Polish in a car. Planes, trains and automobiles.

Yes, exactly. By the way, you know, it's been a long time, Dean. I don't know if me and you have ever done an I Love marketing episode while one of us or either both of us are driving, but figured why not now?

We did the car cast, we did the postcard episode when we were driving from my house to strategic Coach one time we did a whole episode in the car. But I think this is the only time we've done it where I'm in the studio, so to speak, and you're on the road, so we'll see how that goes.

Yeah, so what we'll have to do here, I'm driving from Palm Desert to Phoenix and you know, it's about a four hour drive and so I have a new range, Range Rover Sport that I bought.

How do you like that?

Figured. Yeah, you know, it's good. It's an expensive, overpriced SUV that has a lot of bells and whistles.

Exactly.

Yeah, it's cool. Basically, I worked out with JJ Virgin this morning in Palm Desert. She lives out there and she's the author of the Virgin diet. Just really super sharp person in areas of exercise, nutrition, New York Times best seller, very good market are part of my 25k group. You know, JJ, JJ's awesome and she was like the health gal on Dr. Phil for a couple of years. And yeah, she's awesome. And so we had a great workout and yeah, good discussion on marketing. And so I'm driving back and I just want to warn you and everybody right now that there's an area where you actually drive through mountains and you don't get cell reception. But I'm recording my voice on Olymp, you know, little digital recorder. That's the smallest, easiest way for me to do this. So me and Dean are talking on the phone, but we're both using separate recordings. So I'm doing that so we can have. Not that that's going to drown out the, you know, the driving noise completely, but hopefully it'll be a better quality recording.

Well, that new silent Range Rover, we'll see how silent it actually is.

Yeah, well, I'm still hearing some things through the window, so.

You want to know something funny? So one time when Frank Kern first got his Rolls Royce, the first Rolls Royce that He got. You remember that famous David Ogilvy ad that was at 60 miles per hour? The loudest noise in the new Rolls Royce is the sound of the electric clock.

Right.

Do you remember seeing that David Ogilvy ad? Okay. I texted Frank one time. He texted me a picture of it when he first got it. I texted him back, I said, is it true that the loudest noise is the sound of the electric clock? And he said, typically, the loudest noise is Jay Z. Oh, that's funny. It was pretty funny. He's never had it silent enough to know whether the loudest noise is the clock.

Well, you got to wonder if they have digital clocks anymore and, like, ticking away.

But, you know, I think that's so funny, though.

It is, it is. Yeah. So what's new with you? I mean, I've had a pretty lots going on.

I mean, this is. I can't remember the last time you and I just. You and I did an episode together without a guest or you flying somewhere over the world to record with somebody. Let's see, you've been just in the last month, you've been in Necker island. You went to New York to interview Arianna Huffington and Russell Simmons. We were both going to do the Russell Simmons interview on the phone. And then you ended up going to New York, so you were able to do it by video. But, yeah, it's been probably over a month since we've. You and I've done an episode together. Just us.

Yeah. So here we go. Oh, and by the way, we should probably say something about the episodes that have been put on. I love marketing. Like the video interview I did with Arianna Huffington on her new book Thrive. And then of course, Russell Simmons book, Success Through Stillness, because he's very big into meditation. Tm, which transcendental meditation, which I am also. And yoga. I remember someone made a comment on the Ariane interview saying, what does this have to do with marketing? Well, yeah, it's not a specific interview on marketing, but as me and you have done, we've put interviews on I love marketing with Daniel amen and with Dr. Mark Hyman and Dean Ornish and all kinds of things related to just being a better business owner, being a better human being being more effective. My take is. Yeah, I'm not asking Arianna or Russell specific questions about writing sales letters or selecting a single target market.

So, Russell, tell me, have you ever used a hip hop squeeze page?

Yeah, exactly. There's a lot to be derived from those interviews that you can apply to your wife. Obviously, and going to the Ariana one, since I'm helping her and have helped her tremendous with the launch of her book Thrive. There's a lot of things that have been done with her book and utilizing marketing that never would have been done without me. She had spoken at my Genius Network annual event in August 2012. She did an interview with Peter Diamandis, which is how I originally was introduced to Ariana. Then I went to dinner at her home after the 25k annual annual event in 2012 in New York and she had a gathering there related to childhood obesity X Prize that Peter was discussing and the guy from HBO that produced the big series and documentary on addiction and on weight loss in America. And a bunch of stuff was there Steve Krime from Startup Health and Nadim, who started the company Bassus with my bassist band, which recently sold that sort of stuff. There's a whole group of 25k people that were at the event and a couple that came to the dinner. So I got to meet Ariana and she's actually a very good marketer, just in different ways in terms of how most people think of marketing. Obviously having built Huffington Post and now of course, I'm a blogger for Huffington Post at the time we're doing this I love marketing episode.

There's four articles, three articles on there so far.

Huh? Yeah, yeah. We could talk about certainly some of the stuff that I've been doing with Ariana.

Let's talk about the book. Yeah, well, let's talk about that. Because a lot of times I think there's probably a lot of good lessons in that, in the approach that you're taking with helping her with the launch. Because a lot of times people don't get kind of an inside look.

Right. Well, so here's the thing. It's Ariana's 14th book. She never thought she would do another book because I even talked to her in 2012, hey, when are you going to do another book? She's like, I'm not going to write another book. Sure enough, she writes another book. And then of course she contacts Peter saying, hey, what did you do with abundance and all of the great marketing you did? And who was that great marketing person you had utilized not putting two and two together, that it was me. And so Peter of course sends an email to me and Arianna and say, well, Arianna, you already know Joe, but he's the one that pretty much headed up the marketing of abundance. And so me and Ariana set up a one hour call and I was finding out what she had in terms of assets and things that she was doing other than obviously Huffington Post and being a high profile, well known famous person. What are some of the mechanisms that you have in place in terms of pr, in terms of strategy, in terms of mailings? What's the end goal of this book? Are you trying to create a movement? Is it going to be a back end thing? Is it just you want wanting to share some of the things you discovered?

That's a pretty valuable place to start. Just thinking through what's the end result here. What are you going to do with the book? Because a lot of times people just don't have a. They just have this sense that I got to write a New York Times bestseller or I got to how do I write a best seller, but they don't really have a game plan for the, for the book or what it's actually going to do for them.

Exactly, exactly. Even if they have sort of a game plan, they don't really know how are they going to. If the goal is simply money, how are they going to maximize it? If the goal is to create a movement because it's going to build a following that builds a whole other business, like a nutritional business, or a seminar business, or a consulting business, or like you take a Tony shape, like delivering happiness. At the end of the day, it's talking about his philosophies on happiness, but it's really a giant sales letter for Zappos and that Zappos delivers happiness to people. And so therefore, I think I'm saying, you know a lot, it's hard to follow cars and not violate Toastmaster rules of speaking. I guess. So there's a lot of different objectives. Why does Bill Gates write a book or Warren Buffy when they have all the money in the world? There's other things that they want to accomplish. What Ariana really wanted to do was share her insights and discoveries because she had basically collapsed in 2007 and hit her head on her deathstore.

Yeah, it's an amazing story.

And she, yeah, she broke her cheekbones, she got four stitches in her eyes, was laying in a pool of blood. Basically had to evaluate with all this financial success that she had and all this quote unquote success, her life wasn't successful and she ended up becoming a sleep evangelist. She learned a lot about a lot of things. She wasn't practicing meditation and just how to look at treating people and having gratitude and coincidence in a bunch of different areas areas of life. While she was going from doctor to doctor, she had A real awakening and a lot of insights that came out of it. She transformed her life in a lot of ways and started sleeping a lot more than she started speaking to other people and teaching some of her really successful friends how to utilize these rituals that she had started to use in her own life. And she ended up writing this book, Thrive. She created what she calls the third metric, where the way we measure success in the world, especially in America, is power and money. What her point was is that most people that have power and money really are very successful. They sacrifice their health, they sacrifice their relationships, they don't sleep enough, they're stressed out. There's high levels of depression, there's tremendous amounts of heart disease and all kinds of health problems that come from just the workaholic nature and how disconnected we are and that sort of stuff. So she wrote a book about well being, wisdom, wonder, and giving, and it's called Thrive. So she sent me a copy of the book. One of the first things after we had our initial conversation was, get me the book. Let me read it. Let me understand your message. What ended up happening was something that I was interested in. Because she's Arianna Huffington, we may not share the same political beliefs in all areas. However, this book had nothing to do with that. It was simply a book on taking care of yourself as a human. And I really just loved everything that she had written about because it was so in line with the path that I've been not perfectly going down, but doing my best to go down. I went to Fairfield, Iowa, last year and got certified and trained.

Does she do tm?

Yeah, you know, she does different forms of meditation. I haven't had enough personal conversations with her. Of Ariana, is all of your meditation practice transcendental meditation? I haven't had that conversation, but certainly she has been trained in tm. She spoke at the annual TM conference. She's friends with Bob Roth, who I went and met the day after I went and met with him in the morning, the day after I did the Russell Simmons interview, because Russell is one. What a Small world it is. I mean, this is going to sound like me jumping around, but I interview Russell Simmons and then I interview Ariana in New York on video at my buddy Jeff Madoff's studio. And I also interviewed Jeff at that studio, which is an episode on I Love marketing. Jeff's the guy that his company, Madoff Production, does all the Victoria's Secret commercials, and he's just a great video guy. We did a whole video interview on branding and that's up on. I love marketing. And so we went to. I had both Russell Simmons and Ariana meet at Jeff's studio. That's where we shot the interviews. And I'm interviewing Russell on meditation. His book is dedicated to Bob Roth. Ariana is friends with Bob, and I'm meeting with Bob the following day after I'm doing the interview. So it was such a small world. Bob is the guy that basically trains all the high levels level celebrities to do transcendental meditation. From Howard Stern to Hugh Jackman to Oprah, Ellen, Russell Simmons, Russell Brand, the list goes on and on. Rupert Murdoch, Bob just. It was great because when I went and met with Bob, we actually meditated too. So he's like, hey, let's meditate for a little bit. It's so good because I, I've talked about tm and by the way, he's the executive director for the David Lynch Foundation. David lynch is really big on Transcendental Meditation. TM.org is their main website. And then there's the David LynchFoundation.org and they are taking meditation to soldiers, to schools, to prisons. It's been incredibly transformative for the schools that they've implemented it in. And people are, it's improving people's heart conditions, it's depression, it's getting people off drugs. I mean, it's pretty fascinating. And some people don't quite understand it. They think it's a religious practice and there are basis of meditation in religion. But tm, you can be an atheist and you can do TM and get tremendous benefits from it. So. So just going there and seeing it, it reminded me of. I went to Necker island the following week after I did the interviews. And Richard is always talking about how valuable exercise is. Richard Branson usually works out in the morning. He'll swim and then he'll play tennis later in the day. Some days he'll spend two to three hours exercising. And he even said it again on this training trip where the time that I spend exercising doubles triples, quadruples my productivity. The time that it takes me to exercise and work out doesn't really take me any time because I get so much benefit from how much more effective, how clear my thinking is. The same thing happens with the people that I talk with that are very successful, very busy people. You would think of how much more effective they are with their time. And that's hard for someone to understand, to say, how can you take 20 minutes twice a day and do this? I've got kids, I'm busy. I got a job. I've been doing it consistently, meditating twice a day. There are some times where I've skipped days. There are times where, where I've missed a session. And I'll tell you, I just function better and my life works better when I fit it in, when I make it happen. And so now I'm pretty committed to doing it on a regular basis. And this is coming from a grasshopper mind ADD guy that couldn't sit down for five minutes.

How long have you been on that track where you're trying to every day now?

Well, let's see. So the time we're doing this is. We're recording this in March 2014. When was it, like July last year? Since July of last year. So it's been less than a year. And I'll tell you, Dean, in the last month is where it's really started to, really started to affect me in a very positive way. A lot of people are like, well, this is a marketing podcast. What's. What the hell does this have to do with it? Hopefully some of these things that have been helpful to me and helpful to others.

I'm going to bring you back to the book in a second, but it's all part of it.

Yeah. I'll tell you what they do if you want to see some really great marketing. There are so many famous celebrities that have started to do TM because the word gets that out. You've met a few famous celebrities and you know as well as I do that the role models that this world looks up to are typically completely crazy, insane people that they think live lives that are much differently than how they actually live. And so I think, you know, I think it's one of these things that just helps stop the craziness of so many people in the creative field. You know, music, Entertainment, Art. And TM does a great job of packaging up. TM.org does a. Not TM. I gotta be careful how I the context of how I say that. Transcendental meditation is the meditation. TM.org is the organization that teaches. It started based on Maharishi who originally taught the Beatles how to meditate and even Prudence, the song Dear Prudence by the Beatles. When I went to Fairfield, Iowa, I actually met the lady Prudence, wonderful woman, did yoga with her. The song Dear Prudence come out and play. She was meditating, doing TM while the Beatles were playing their music. And she had zero interest in this world famous rock dad at the time. She just wanted to spend time internally and that's where Mia Farrow's sister. That's who she is. There's so many stories. Stories. It's so much success. And the Beatles, you know, Paul McCartney's been doing TM literally daily for over 40 years. Jerry Seinfeld has done TM daily for over 40 years. You know, 40 years. So it's like, you know, I mean, there are some very.

I know Howard Stern is a big. Howard Stern is big on it.

Yeah. Well, here. You want me to go on another tangent. There's two things that Howard Stern is really big on that I'm really big on. One is TMR is, well, no TMS tension. Myositis syndrome was the original term of it, which sounds like it's completely different than transcendental meditation. But Dr. John Sarno, the back pain expert, one of the greatest discoveries. I was having excruciating pain over a month and a half ago in my knee that I had a torn meniscus, and in my shoulder, this pain just came on. And I won't go into all my personal life, but I've had a few relationship personal things happen over the last three months that have been stressful, and the TM has been incredibly helpful. And so has the rediscovery of Dr. John Sarno, who's now in his 90s. He's a back pain pain expert, probably one of the top in the world whose whole premise is that the majority of pain is not structural abnormalities in the body. It's actually repressed anger and rage that manifests itself into muscles, tendons, ligaments, and it causes oxygen deprivation, and that's what causes the pain. And I had read John Sarno's books going on 15 years ago. He wrote the Mind Body Prescription, Healing Back Pain. One of the last ones he wrote was the Divided Mind. And I just never fully accepted the diagnosis that this could be that the pain is psychological, not structural. Because every doctor, chiropractor, not every, but most of them that you go to, body workers will find something structurally wrong with you because they don't know to look elsewhere. Now they're. There are some really, I would say, evolved and in the know, bodyworkers and doctors and chiropractors, of course, that get this. But the vast majority of people, there's a back pain epidemic in the United States, especially that there's no recorded history that there was ever a back pain epidemic. This is all in the last 50 years. And, you know, John Sarno started writing about this in the, you know, the 70s. And, you know, Howard Stern did an interview with him in 1999. You can find it on YouTube. And I recommend everyone that if anyone is listening to this that has pain in their body, listen to this. And Dean, can you still hear me okay in the car?

I can, yeah. You're great.

Good. I'll just keep checking on you.

I'll tell you if it gets shady, okay?

Unless it just drops and all of a sudden I'm talking and you can't even hear me anymore because there's mountains out here. What was I saying about Howard Stern? Yes. So Howard Stern for 15 years had excruciating pain in his back. And to record his show, he would have to literally lay down on the floor in the studio and sometimes record it that way. And he discovered John Sarno and went and saw Sarno. And basically Sarno taught him that there's nothing wrong with your back. It's literally psychological. It's repressed anger, it's rage, it's emotions. And fixed him. And it totally came. And so you hear the interview with Howard Stern and John Sarno spelled S A R, N O. If you type it into Google or into YouTube and listen to that interview, it's the nicest you've ever heard Howard Stern be to another person because he just swears that John Sarno saved his life.

Yeah, exactly. I was just going to say saved his life. He talks about him all the time.

Right. And John Stossel did an episode on ABC's 2020 with him. And. And there's so many just really credentialized people. But it has never hit mainstream medicine. And so I've had, you know, I went to. I've had MRIs on my shoulder, multiple ones on my knee from a torn meniscus. I've had some of the top doctors, you know, in the country that have looked at my MRIs and have said, oh, you need to get this surgery. You need to get scope. I was doing squats this morning with JJ Virgin, and it's just mind boggling. And there's a guy that wrote a book called the Pain Deception. The website is painedeception.com who ended up writing a book called Pain Deception. It took him 10 years to write it. He's now 55 years old. He had excruciating pain for 27 years. He was at his wits end. He was getting ready to do a math back surgery because that's what doctors are telling him needed to be done. He came across John Sarno's work and learned it and studied it, and he's free of pain and now helps other people with it. I did a two hour Skype call with him a little over a month ago. I'll tell you, Dean, like, this pain that has been just bugging me for almost two years straight.

You've always been in pain.

I've always been in pain. And what I have found is I went back.

I mean, seriously, there's always some kind of pain. I mean, what you've gone through with your knee and your back.

Yeah, I'll tie this all into a marketing lesson, I promise. What I discovered was that when I went back and read old journals in my early 20s, I didn't even remember this, but I was always writing about how my back hurt and how my shoulder hurt and all that sort of stuff. It was absolutely crazy. After learning about tms, just not fully accepting it in the beginning. Like I said, I'd read the books 15 years ago, but it wasn't until the pain got so severe and I went to eight different treatments. I went to a couple of myopractors, which are like chiropractors, but they adjust your whole body. I had four different therapists who work on Olympic athletes, professional sports players work on me, and the pain would not go away. I'm just like, what the hell is going on? So I started listening to Healing back pain by Dr. John Sarno, and it got me back into listening to it and saying, wow. And he said, says, quit getting treatments for it. There's nothing wrong with your back or your shoulder or your knees or whatever I did. Now, he's also big on saying you have to obviously check with the doctor to make sure you really have a broken bone, you don't have a tumor, you don't have cancer. Obviously there's a lot of people that have pain that is legitimate structural pain, but you'd be surprised how the majority of it is not and how most of the advice that's being given to people for fibromyalgia, for back pain, for allergies, for acne, is caused by the mind Body syndrome is now the new version of TMS because they used to call it tension myositis syndrome. And then he discovered after years of treating people that it also manifest in tendons and not just muscles, ligaments, joints, and other conditions. That's one of my greatest insights, and I have transformed the way I feel. The last thing I'll say about this is that I've told a lot of people about this and I always say this, it'll sound like I'm insane. Unless you go and read one of Sarno's books, or if you read the book Pain Deception, because we have been programmed by society, by commercials, by drug companies, by doctors, that there is something structurally wrong with areas of our body where there is no structural abnormality. And if you go under MRIs, you will see tears, you will see degeneration, you will see things. And it's not pain. That's all in your head. It's real pain. I mean, my knee was sweet, swelled up like crazy at the end of this year because I reinjured it dancing around. My shoulder was throbbing. It's real pain, but what's causing it is not structural. And it's just fascinating. Fifty years ago, there was no back pain epidemic. The excuses that a lot of doctors will use is that, well, we're sedentary, which, yeah, has a lot to do with it. And it's not because our bodies are deteriorating that quickly. I mean, the human body doesn't just dissolve and degenerate when it never used to in the last 50 years because we don't move as much. I mean, certainly that has a lot to do with it, but it's the stress and the anxiety that people are under that's more of the cause than the body degenerating. There used to be a huge ulcer epidemic. There was an article written that Sarno talks about called where of all the Ulcers. And once people learn that ulcers are caused by stress, a lot of them in bacteria, we socially accepted what's causing ulcers. And there's not a big ulcer epidemic like they used to, but it's been replaced by all these body pains and all these back pains. What he says is that if you go and get a shot or an injection, which I've had all that. I've had stem cells injected, I've had prolotherapy, I've had prp. The pain may go away, but it's really, in a lot of cases, the placebo effect. Then the pain moves to a different location. It's called the symptom imperative because you actually think you did something so the pain is just going to move. I've had hundreds of examples in my own body, in my own life, that I could trace this back to. What does this have to do with marketing? Well, it's really freaking hard to write sales letters and do promotions and do campaigns when you're unhealthy, when you're stressed out, when you're overworked. So all this stuff with meditation Arianna's book Thrive Learning the Rediscovering this about Tension Myositis syndrome, the Mybody syndrome has just been very transformative to me. And this is some great knowledge that is not widely accepted because the drug companies and a lot of doctors do a hell of a lot better job of marketing to people that there is something physically wrong with them. So that's where most of the money's going. And this guy that wrote the book, Pain Deception, Steve is his first name. He most big sites won't write articles, run articles from him because their sponsors are drug companies and stuff. And it's really sad. So one of my things to do is just give this a real fair shot before I get to gung ho. This is about as strongly that I've talked about this publicly, but I mean, I'm really convinced that this is a discovery that billions, probably trillions of dollars is wasted on things that don't even work. And there are millions of millions of people that every day suffer and are being operated on, cut into, treated and told to take drugs and do things for something that will never fix, cure, help improve the condition. What Sarno said is 20% of people that just read the book and become aware, they kind of like out the pain, they out the cause, they don't have to do anything else, just read the book and they get better. Another 60% percent literally need to really continually reprogram their thinking because it's such a cultural thing and they will eventually get better. And Sarno, when he was practicing, would actually have workshops where people would go and have treatment. He had almost 100% success rate with people with pain. And then the last 20% basically need to get psychotherapy. Okay, so here's the deal. I want to let everyone know that in the middle of mid sentence, my phone dropped and I had to call back into the recording line. So I can't even remember the last thing I was saying because the phone cut out in the middle of this drive. So hopefully it ties it all together. I didn't leave out an important element. The last thing I remember was saying was that millions of dollars are spent on treatments that I think are completely unnecessary. And again, I am not a doctor. This is not medical advice. I'm just going to encourage you to, if you have any sort of pain or you know, someone in your life, and almost everyone does, that has chronic pain or pain that's popping up that has no really good explanation, check out paindeception.com, read any of John Sarno's books and look at TMS as a possible cause. And I will also reiterate that if anyone would have told me this in the short amount of time that I've talked about it, I would think they're absolutely crazy. And I'm a guy that. I've had the former White House doctor Connie Mariano as my medical doctor for a couple of years. In my 25k group, I have a couple of psychiatrists, many medical doctors. Dr. Mark Hyman, who's one of the top doctors in the world who was on my Necker island trip. He's awesome. I was actually talking to Mark about this sort of stuff. He's very much a big believer in how the. How the mind affects conditions in the body. It's so much deeper than what is ever talked about in doctors offices. It's a travesty how pathetic and how much bad advice is given in many cases by doctors. Have the best of intentions. I've gone to some really wonderful human beings who that weren't trying. It's not like they're frauds trying to give bad advice. They just don't understand this. They just don't even know any better because it's not where they're trained. And the ones that I have talked to about this, a lot of them are like, we try to talk to our patients about this, but when someone comes in and insists that there's something structurally wrong with them and you're trying to do your best job to help them, you got to do the best you can to prescribe to them. Things that are going to help them and they're going to do. And so it's really interesting. It's a whole fascinating thing.

So it is really, you can tie all this into the importance of books really because we've just spent. We've been talking and going off on all of those things. But you were talking about Ariana and you were talking about Russell and you're talking about J.J. virgin and you're talking about Sarno and all of these people. The thing that they have in common and the reason that they're in our consciousness is because they have a book. There's so much about that that it starts a conversation and it gathers people around it and. And I've learned so much about just the psychology of books in the last little while. But I want to hear you talk about kind of the inside story on how you approach something like Ariana from a marketing perspective. Because that's where we started this whole thing started out talking about the plan but what's the. Because you did that same thing with Peter you've been involved in and you and I both know lots of New York Times best sellers and you were very instrumental in that whole abundance marketing with Peter Diamandis and that's why that got kind of. You were the call for Arianna. But what do you say to somebody like Arianna? How do you approach a big book launch like this? Because we've seen some of the things that you've been doing now.

Yeah, well, okay, let me do this too, Dean, before I move to that subject. Steve, who wrote the book the Pain Deception. His, his last name is Ozanich and it's spelled O Z A N I C H. Steve Ozanich, O Z A N I C H. And he wrote a book called Pain Deception. Everyone should go to Amazon and just buy the darn thing. Okay, so how do I approach? Well, first off, someone's got to obviously want the help and ask for it. You know, people leader. It's always good to have well known, successful, high profile people that you've helped that when someone asks them for help and they refer you, they come into the fold. I also did an impact filter, which is a Dan Sullivan strategic coach tool before I entered into it, saying, okay, if I'm going to take this on, what is the success criteria that I need? What's the importance? Why am I doing it? I mean, it's certainly not about money, but I want to get something for it. For me, the number one thing is, is it going to enhance me? I mean, I'm not going to help someone market a book that I have one no interest in and secondly that I haven't read or third, happens to have a subject matter that I don't agree with. I mean, if someone wanted me to write a book on the virtues of the, you know, the Occupy Wall street movement, I mean, I wouldn't be doing any consulting on that.

So you got to be in alignment.

Totally, totally. And I already knew Ariana, I already liked her. You know, she's very capitalistic in spite of how many people would probably perceive her to be. She's had, you know, different areas of her life where she been very conservative and then very liberal. So it's interesting. She's fascinating in a lot of ways and how you come to certain beliefs and philosophies. So I really like the message. So I approached her and basically had a conversation first. The first thing was an exploratory conversation is can we work together and can we do this? Can we do that and how receptive she is to certain types of marketing that needed to be done. And of course I went into it already heavily edified because we got Peter on New York Times for nine weeks after the book had already come out. Whereas I had an opportunity here with Ariana to work on the book. Not a lot of time.

So shape it and launch it from the beginning.

Definitely not from the beginning, but a couple of months before it was going to come out, which gave me a two month leeway. Now if I would have had six months or a year, I mean, this book would have been the greatest thing in the world in terms of a marketing campaign. And this was also during an incredibly busy time. It's not like I'm sitting around twiddling my thumbs waiting for a project to come along. A lot of these you just need to.

What am I going to do today?

There's a lot to be said about that saying if you want to get something done, ask a busy person. You've heard that before, right Dean?

Yeah, exactly.

So that's how it applies here. This has got to be one of the craziest, funniest. I love marketing episodes in terms of calls being dropped. Certainly there's going to be one die hard marketing person that doesn't want to hear any piece of advice other than a nine word email or something to do with before, during, after. I've not idea that may complain about. I don't want to hear about TM and all this stuff. But again, I have to reiterate it is a free podcast so hopefully you like it. Here's the thing that I did. I first established that Ariana of course could do some things what she had that was in her favor and that we could make better and what did not exist at all. And some of the things that we found was there was no lead generation mechanism. She was doing third metric events that had to do with the whole subject matter of the book. Thrive with some pretty high profile people. She had an event with Sheryl Sandberg with 2,400 people that was put on by Commonwealth that was sold out. I looped Brendon Bouchard into the mix and said, hey Brendan, I'm working with Arianna. Can you help with some stuff that I need done? And of course Brendan is an incredibly smart book marketer. Now he'll never publicly admit that most of the famous people he meets, he meets them all through me. But that's fine because Brendan's really skilled and good at what he does. So I looped Brendan into it. We live streamed the event that Ariana did with Sheryl Sandberg, who wrote the book Lean in with Facebook. And that went over really well. People that opted in and most of the list from that came from my list and Brendan Bouchard and Dr. Mark Hyman did a mailing for it and a few people. So there was not anything set up on Ariana's end where she was having a big coordinated effort to have people that would be potential endorsers and recommenders of this book, of this subject matter willing to do a mailing to do that. So we sized that up and I brought in a few people that had a lot of influence, influencers that could tell their audience about this book and that it would fit the subject matter. Marie Folio, she does her MarieTV. And so I connected her with Ariana to do an interview with Ariana. So she did a short 20 minute interview, really well done. And then a couple of days before the book was to come out, she posted it on her blog. And the last I checked a few days ago, that video has been viewed 25, 30,000 times. A lot of times you can't even tell how many people view it when you embed the video. It doesn't sometimes count. It doesn't depending on if you have it on YouTube or where you have the video. So we did that. She didn't have a website set up. Can you still hear me, Dean?

Yeah, yeah.

And that part should be a big wow. Like really. So you know she has.

I mean I'm not even.

Yeah. And I know you're just letting me talk anyway because there's no telling when I'm going to drop again. But she didn't have a website set up. And so specifically for the book, I had the company yazimo, yazimo.com, y a z yazz a m o yasmo.com great guys that really understand how to not only design websites, but design websites that sell and integrate into infusion and they just get it. They built a website for her really beautiful looking site. We then ended up turning that design and everything over to Arianna's team and they took that over. Now, that being said, whenever you do something like that, they may not execute upon the strategy behind it because when you design a website, it's really not making a website just look good and have great copy. It's about having the whole strategy built into it. What are you wanting the website to do? So we had that done. I wrote four articles for Huffington Post and Put that up. I did an interview with her. I mean, let's take the interview thing. One of the biggest marketing vehicles is creating that interview and sharing that with a lot of people. And the vast majority of people that will hear that interview won't actually watch it, although it was a video, because you'll take the audio, which we have of the that and put it on. I love marketing. So that interview will be listened to by several hundred thousand people, but they'll hear the actual audio version of it. If you're someone that actually heard the audio of that and want to see the actual video, just go to I love Marketing and watch the YouTube link that we have for that particular interview. Another thing we've done is set up text numbers where she's at speaking conferences and she wants to directly send somebody a link through instantcustomer.net.com, mike Koenigs. I always get confused if it's.net or.com for Instant Customer, the software that Mike Koenigs set up. You can text your name and email and immediately be sent a link that will give you, you direct links to Amazon or Barnes and Noble and order the book that way. Then I also am doing a one day event with Ariana the day after my 25k annual event in Newport Beach, California on August 14th and 15th is my annual event. And she's speaking at that. And then the day after, on August 16th, we're going to do a one day event on the subject of Thrive. And that is for people that have supported her launch that have a list of clientele that they would want to buy bulk copies of the book Thrive for. And we had, you know, people that bought 500 to 1,000 copies of Thrive can actually come to that one day event.

And so that's a great way when you, because I hope you were going to get to that, that and talk about the mechanics of that and talk about books as currency because that's a lot of cases where in selling big numbers of books, guys like Gary Vaynerchuk or all people with big books will trade out the retail value of their keynotes for that number. Books, for instance.

Right, right. And you know, let me mention something too, before I forget to say this, Ariana is really, really like careful about ever wanting to game the system. And she said, you know, I don't want any books being bought just so we can, you know, hit the list if these books are not going to be utilized or shared or you know, truly given to clients. Because, you know, Ariana has Enough money where she just wanted to buy all of the books needed to hit the New York Times and put them in a garage somewhere. She has the capability to do that, but she won't do that and she didn't do that. And so everyone that we actually recruited to do book buys was share them with your clients. So we have people like Brendan Burchard, Dan Sullivan and Babs who are going to share them with strategic coach clients. Dr. Mark Hyman. We've got a handful of of people that have bought bulk quantities of books, almost all of them 25k members. And they're going to send them to their clients or have already. And of course me, I'm buying big quantities of this stuff and sending them to our 25k members and some of our best clients. It's just a smart way to do it. What most people don't understand is you could be the most famous person on the planet and that doesn't assure that a lot of people are going to buy your book. Even if the book is incredible. I mean you have to do the marketing behind it and you have to identify target markets of people that this will be a fit for and you have to speak to them. I mean, I recruited Ryan Holiday to a little degree into helping with this. Ryan helped do the book campaigns for Tim Ferriss and Robert Green and Tucker Max and that sort of stuff. What's really cool is we're going to take the subject of thrive, we're going to do a one day event built around it, I'm going to videotape the thing and then we're going to distribute those videos because I want as many humans and entrepreneurs as possible hearing that message. Because one of my number one goals is not to just teach marketing to people, it's to reduce suffering and to have people reach levels of success but not sacrifice important things in order to get there. Like their health and their family and their relationships and their fricking brain entrepreneurs, the ones I hang out with. These are really good, awesome people that get caught in this trap of insane pursuit of work in exchange for paying a price that simply isn't worth it. Those are some of the things that have been done marketing wise. And I guess Dean, you've got plenty of comments or any other questions you can ask me related to this in the time that we have left. But I do want to just recommend, if you really want to, if you really want, want to see how the marketing is being done versus just hearing it, why don't you experience, I mean, if you Want to watch the Sheryl Sandberg live stream event interview with Arianna? ThriveTour.com is the site that we set up for that and you can watch the replay of it. There's of course the link that's on, you know, Genius, the Genius Network page. We have, we have geniusnetworkevents.com which is the event I'm doing in August that Ariana is speaking at. And then we're going to have that special one day event which really only goes to, you know, people sort of privately. But I'm charging $15,000 for that one day event for non 25k members or 7,500 for people that are in 25k. And all of that money goes to the book campaign and for the Thrive movement because I want her to really create a Thrive movement. And a lot of people are asking me like, why do you do this? I mean, how do you work with these people? I mean, I'm not charging Ariana. I'm doing it because for one, the relationship is valuable and important enough for me. Secondly, she's going to speak at my event. She gets 100 grand to do keynotes and she's going to be there the entire time hanging out and talking with people. And I'll be with her for three days. There's just a lot of strategic byproducts. And it's the same thing with my Necker island stuff. I paid Richard Branson's foundation a quarter million dollars before I ever started doing trips to Necker island because I knew that I wanted to develop that relationship. So I was willing to take all of my hard work and knowledge and profits of running and building a company and reinvest it into relationships. And I think I spend more time, money and energy developing certain relationships than almost anyone I know, which is why I have a pretty big.

Well, that's absolutely true. That's absolutely true that you do. But it's interesting that most people are never going to write a New York Times bestseller nor would they have any reason to. But the thing is, what's really valuable is that just all these other people that we were talking about. Have written books and started the conversation. And most people, people you don't have to have, you don't have to go through all of that I shared with you. We've started now, we've done in this first quarter here something like 65 or 70, 90 minute books with all kinds of different people. Just the idea when it dawned on me that you really didn't have to have a whole, you don't have to have a 250 page book to start a conversation. You know, for most people's purposes, all you really need is to have a book and to have a title that upon reading it, the person you want to be in conversation with says, that's the book for me.

Right.

Like, you know, what's the name of the book of Sarno's book?

Well, he's written a bunch of them, but the ones that I've read are Healing Back Pain, the Mind Body Prescription.

Okay, just stop right there. Let's just stop right there. Let's just stop right there. Healing Back Pain is if somebody's in back pain and they see a book called Healing Back Pain, that's a conversation that they're interested in paying attention to.

Right.

And if you're anybody who in any way helps with the relief of said back pain, it's an advantage to you to have a book like that. But it doesn't have to be a 250 page book. I mean, we've been doing this whole process now of setting up people to do them where they spend 90 minutes of their time, 20 total, doing an outline and then doing an interview where we record and get their whole thoughts and their approach and their philosophies, that whole thing. And the whole outcome is that you get a book and that's all that it needs. Because when people see a book, they don't care or know how many pages the book is before they ask for it. They want it because it's a book and it's titled Healing Back Pain. They don't find out how many pages it is until after they've already done it. So if you're doing this as a profit activator 2 book of getting somebody's attention.

Right, Exactly.

That's all you have to have. So it's been really fascinating for me to see the different kinds of all the different kinds of people that are writing these books and just the numbers of conversations that are going to be started.

Yeah, let me mention something too. Going back to the Ariana book. It was too late in the game for me to change the title and things like that. It just wouldn't have happened. But given the choice, I would have. The book Thrive is an example. I have another friend, Brendan Brazier, who's a vegan triathlete, who wrote another book with the exact same title called Thrive. Ariana's subtitle, the Third Metric to Redefining Success. That's. That's not the greatest marketing headline. It's Not a great. I mean, given the choice, if it was entirely up to me with more notice, I would have changed the title and the subtitle of her book. So there's a lot of things that can be factored in in the areas that you can't control. When you kind of get into a situation where they're already, the snowball is already moving down the mountain and you ain't going to stop it, you do the best you can to direct it in the right way. You're absolutely right though, about starting the conversation. So much of it is just hitting the hot button, identifying the niche, identifying the problem, challenge opportunities.

Well, that's the whole thing. Even to do that, most people don't need to launch a big media campaign or anything. I did an experiment where I ran some Facebook ads advertising the 90 minute book and it was just news feed ads. And I got some ads, did some thousand dollars and spent and got just in front of people who are Brendan Burchard likers, people who like our buddy Brendan because he's got this whole, his whole message is the millionaire messenger. So he's probably surrounded by people who have a message that they want to get out. So we ran these news feed ads, spent $1,000 and have generated just under 700 opt ins for people who because they saw a book, had a picture of the book right there, offered a free copy of the book and people, because it's called the 90 Minute Book, want to have a copy of it because they see that as something that's related to them and it's such, it's so. And I sent out a message to them to tell them, tell them what had happened. You know, I sent out a message that said it's the 90 minute book, Facebook campaign results and just told them behind the scenes, here's what happened that you know, just thought you'd be interested to see what we did with the Facebook campaign and told them the whole thing, how it was outlined how it was structured, what the responses were, and then pointed out how their experience was. You know, like that they saw the ad and immediately. The only reason that it resonated with them is because they probably have a message that they want to package and get out into the world and that they didn't know when they asked for it how many pages the book is, nor did they care how many pages the book is. They don't know whether it's 50 pages or 250 pages. What they wanted and they want is the benefit. So just by the fact that you Have a book. That's what gets people to raise their hand. If you're for most people, most businesses, and I believe every single business could benefit from having a book that they can offer, that people can raise their hand for and that they can tell their clients to tell their friends about to generate referrals. Because it's so much easier to talk about your local chiropractor or your local acupuncturist or your local massage therapist, whoever it is that has a way to heal back pain. It's so much easier for them to say, oh, let me get you a copy of Joe's book, than it is to say, oh, you should go see Joe.

I mean, this goes back to even the first original. I love marketing episodes, where if people have not heard them, they would be well served to go back and listen to them. Where we talk about consumer awareness guides. I mean, in. In a lot of ways, I made myself as a carpet cleaner and author of an informational guide that educated people on how to choose a carpet cleaner. Then we started teaching that to other professionals. You did it in real estate, I did it in carpet cleaning. In the very beginning of our marketing careers. And we basically made people authors that gave them positioning, that gave them respect, that sifted, sorted, and screened people, that allowed the conversation. Conversation to start, that made people aware of all the things they didn't know that they didn't know. And that is the benefit of a useful written piece, be it a video, be it a sales letter, be it, in this case, a book.

It's an asset. It's an asset that you have. Kevin Rogers is a copywriter. He wrote a book called the 60 second sales hook that we did as a 90 minute book. And he's had a thousand downloads of the book. And I was talking with him today, and since writing the book, he's been asked to be a guest on five or six different podcasts. Just as people, you know, getting out there now. Because when you're an author, when you're out there, you're viewed as an authority. And now people want to have you on to talk about your book. Well, today we got the author of the book, the 62nd sales hook.

Yeah, exactly. Which is, you know, what's even funny is I got this little book called the Little Book of Ass Kickers that JR helped me put together.

Right, exactly.

On Necker Island, I got a picture of Richard Manson sitting there reading my book. And so now we're. I love it.

That's awesome.

How are we going to take this picture with Richard had really leveraged the heck out of that because I got Branson sitting there reading my book. And in that book there's a little chapter about the best advice I ever got from Richard Branson, which is funny. But no, you're absolutely right. And Dean, believe it or not, we made it through this particular episode. Now we're past the time, but if you want to do a follow up.

Yeah, we should definitely do a follow up. We'll talk more about the book stuff. So let's. But this is episode 149 of the I Love Marketing podcast. And guess what that means?

That means we are going to hit 150 in that very special 150 number.

We're going to hit 150 and you know what we do then? We have a party.

That's right. We do it live. We invite everyone who's and I love marketing listeners, especially those people that have listened to every single episode and I've met a couple dozen that have listened to every single episode that we've ever done. And I love those people because that takes a heck of a commitment. And they obviously I don't annoy them so much to where they stop listening. And they always tell me how much they've learned and how valuable it's been to them. And so, so we want to invite all of our listeners to this party live. And so how's that going to work, Dean?

So let's just pay attention. We'll send a little invitation through the pipes if you're just listening on itunes. But we'll post it up on I Love Marketing and we'll send out email announcements to everybody so you'll hear about it one way or another. And we'll be doing it next week very shortly. So pay attention for all the details coming up and hopefully you can join us if you're not. We don't have your email address already. You should go right over to ilovemarketing.com and download one of the greatest books that you can download for free called Breakthrough DNA. And it's all about the eight profit activators and how to to install them in your business for breakthroughs. And that's a free 90 minute book that you can get@ilovemarketing.com right up there in the right hand corner. That way you won't miss a thing. You will have your email address and we can tell you about the party and invite you to it.

That is fantastic. By the way. Can I say one last thing, Dean, before we wrap up? Is that I didn't put a lot of on emphasis. Emphasis on it yet because we're not 100% sure we're launching it, but there may be a good chance by the time this episode goes live that we actually launch an Arianna Huffington thrive campaign on Indiegogo for people to go to Indiegogo.com and fund this campaign that we're actually doing. So we're just putting the final touches on that. It may be a massive success or a colossal failure. We don't really know. But Slava Rubin, who's the founder of Indiegogo, is a friend of mine, and they're the largest crowdfunding platform in the world. And he was on my Necker island trip, and so was a guy named Seymour who had the top electronic crowdfunded product called the Thing Charger ever. And so I've had a couple of experts on crowdfunding that have kind of helped put this thing together. So watch out for that. And hopefully everyone found this episode useful. And they go to ilovemarketing.com and give us your comments. Please read Ariana's book and watch the interview and let us know what you think. And also the Russell Simmons interview, which is filled with profanity, but at the same time very amusing and very helpful. So that's it.

There we go. All right.

Safe driving. Thanks, man.

Bye.