Dan Martell did 150 podcast appearances and sent 150 copies to influencers for his book launch. His publisher under-printed, killing his shot at the New York Times bestseller list. He worked with mentors like Ryan Holiday and Ben Greenfield on the strategy.
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I talked to Joey Coleman about— he wrote the book Never Lose a Customer Again. That's a great book too, man. Great book. And look, this book was built by people. There's so many people I could sit here and mention 25 other people, Jason Gaynard, Ryan Holiday, just for giving some great advice. But yeah, Joey told me about the podcast tour. He told me he did like 150 podcasts. Ben Greenfield told me about the influencer drop. So we did about 150 books to influencers. And for the most part, they did share on social media, which is cool, but I did follow up. That was a big thing. So it took a lot of time. And I worked with Daniel Decker to kind of figure out how many books do we— even though I get the bulk orders, we worked with a company called Book Highlight to distribute the books so that they worked the way the BookScan thing. So we tried to split them up over the 3 weeks to build some momentum for the New York Times. Unfortunately, my publisher ran out of books. They didn't print enough books. Disappointed would be an understatement. So it's hard to be a bestselling author if you have no books to sell.