It’s Not a Book. It’s a Launch. (Here’s How We Did It)

How would you like for people to want exactly what you're selling, connect with it instantly, and even say thank you just for knowing your service or product exists? If you're in any form of selling or in service, the answer is undoubtedly yes. Well, in this video, I'm going to show you the 3-step cheat code to launch anything. And if you stay with me to the very end, I'm going to give you access to a custom AI tool built from my $3,000 to $5,000 brand deep dive audit. Sound good? Without further ado, let's get into it. About a year ago, a client of mine reached out with an idea that he felt led on his heart to put onto the world— a book about offense. Fast forward to July, I get an email that the book is done. That client's name is Richard De La Mora. He's a friend and longtime collaborator. We've actually worked on about 5 or 6 different books together. Some of them I've helped develop from scratch, while others he brings me the idea. But this time around, he didn't want the pressure of having the clock against them, so he worked on it alone in secret. So now the book's written, and most people think that's done, it's over, we're fully finished. But writing the book is only part of the equation to making it a success. Ideally, I would've been able to get involved on the earlier stages of an idea. I love help molding, developing, and even problem solving upfront. I think that the steps, tools, and cheat codes that I'm going to give you would have helped him earlier on to help write the book, maybe even shape some different chapters, certain language. But no matter what part of the process, I still believe in these cheat codes, and I really think that it can be adapted to any part and any launch that you're involved in. So what exactly did we do? What are these cheat codes? Cheat code number 1 is asking yourself the question, Why did I write this? Why did I come up with this? What exactly is the purpose of this launch? Question and cheat code number 2 is asking yourself, who is this for? And number 3, why would they care? I know that these questions might seem simple, but knowing exactly what your outcome is for writing or launching a product is paramount. For some people, it's impact. For others, it's money. For some, it's a lead magnet. For others, it's just getting out an idea that's inside of them. their life's work and they want to just have it live in the world. For Richard, he wanted to help people. So I asked him some questions over the phone and he couldn't quite put into words what the exact transformation the readers would get from reading his book. And I needed that because I wanted to put that promise on the COVID Fortunately enough for both of us, I was working on my own custom GPT at the time. It's a replica of the $3,000 to $5,000 brand deep dive that I do, audit that I do with clients. It was in beta, so I sent it over to him just to try it out. He spent about 45 minutes to an hour doing the deep dive audit, and he came back saying that he was blown away. He told me, man, it felt like I was talking to you, or maybe even better. And he walked away with a real simple statement and a true outcome readers would get from reading his book. That statement is breakthrough and freedom. And now when you hear it, it's like like, duh, of course anyone who's reading a book about offense would want freedom, breakthrough. But sometimes the obvious answer is right in front of us and we don't even see it. Other times it's hidden and you kind of have to find the right words, the right positioning. And that's exactly what this tool was built for. A lot of the words sound similar, but these were the exact words and the exact emotion we needed. From there, we went into a deeper conversation where we were talking about a real statement word for the name of the book. When he first came to me, the title was more like Free from Offense: How to Live Set Free in a World Full of Offense, which isn't necessarily bad, but I think it's a bit wordy and I thought it needed that cool factor. So that's why we went a little deeper to find the true essence, the true meaning of his book. On the next strategy calls, we started talking about people that he knows, friends and family who are stuck and trapped in a fence, and they just can't see clearly how they're blinded by a fence. And when I heard it, I was like, boom, that's it. Trapped. It has a very cool one-word statement. And more than anything, you feel something when you hear the word. I'm like, just the word. That's exactly a word that we could package and we could convey. And I knew we had a great starting point. And I want to pause right now. And I know that it sounds like an overpromise to just say that these 3 questions are a cheat code. But if you really think about it deeply, these 3 simple questions answered with conviction can actually set the course for your entire launch, because I'm fully convinced that the more you know your clients, their pain, the solutions they want, the better everything gets. Sometimes it's the way you package it. Sometimes it's the words you use. But I know that if you're obsessed over the desired outcome of your clients and you understand it fully and you're able to deliver on it, boom, you unlock it. It's a cheat code to everything that you're trying to do, the people you're trying to reach, and the results you're trying to get. And some of you might be saying, Javier, I already understand my client. That doesn't mean anything to me, but I want to challenge you. Do you actually understand your clients? Because a lot of people write books, create offers, do launches, sell things just because they want to, and they force it upon people to just sell it to them because their desired outcome. If I'm being truly honest, I kind of did that with this video when I first started. I knew I wanted to do a video about the book. Uh, trapped. But I was trying to figure out a way to package it because I wanted to do it. I kind of reverse engineered it and I was like, no, let me think of my clients. What exactly do they want? I started with that and luckily enough for me, I was able to find a solution that helped people move along in their business. Those 3 questions, those 3 cheat codes, but also to be able to talk about a book that I was proud to work on. And I hope that that intersection shows you a good example of when you do have a desired outcome, your own self, and you're able to attach it to a desired outcome of your clients and put it together. It's a beautiful match. Chef's kiss. Let's go. So let me get back to the point. A better launch, a better book, a better service comes from Fully obsessing over the problems of the people you serve and solving it in the easiest possible way for them. It's all about them. It's not about you. And this is the guiding light for every step after this. And once we had the title trapped, I moved over to mood boarding and creating my own world. I went all over Pinterest, Instagram, all over the internet, pulling references into my Figma mood board. Looking for the feeling of being trapped, breakthrough, or a fence. The obvious stuff for a fence is chains, fences, drowning, which I definitely did try to see if we can make it work, but I kept on thinking about the pressure and feeling that envelops you when you're fully stuck in a fence. That's the kind of things that me and Richard were discussing as we were talking on the phone, this overarching feeling of a fence just kind of overtaking you. Then I found references of this type covered in fabric and I was like, man, this seems like a perfect reference. I also thought of different albums where people are like pressed against glass or that plastic feeling, but I really didn't feel like it connected with Richard's clean brand aesthetic. Then I showed it to Richard and he felt exactly the same way. It resonated with Richard because it resonated on an emotional level. That's also for you. Whatever product, service, or launch that you're doing should intrinsically resonate with the person you're trying to reach. That's the goal, for them to feel like, man, you made something specially for me. That is the cheat code. For a while, Richard really wanted to do like this black-yellow feeling, and we tried it out, and I was really trying to nail the idea of offense So I tried doing some ink blots with people screaming or yelling or offended, but honestly just made the whole thing feel really cluttered, cheap. And all the other books that we created for Richard felt very clean. That's his brand aesthetic. We ended up sticking with the original clean canvas idea that I feel matches Richard's brand, and I think cleanly states the feeling of being trapped And the idea of breaking free from offense. The way that I kind of was able to fix having the offense not be on the front, we made it very bold, a big tagline of offense on the back that I felt was a good compromise to not have it overly cluttered on the front. And the design we ended up landing on, I am really happy with. Here it is, people. Boom. Trapped. Break free from a fence. This thing is sick. This is a really cool project because more than anything, it's not just me working for a client. It truly feels like a partnership with Richard. Like I said in the earlier parts of the video, this is like book 6 that we've done together, and we already have the next 2 cooking up right now, ready for Christmas ideally. I'm super stoked on how the box came out. I was telling Richard to do like a canvas over it, and then for the inside to be filled with like ripped, torn stuff, like someone broke free. Uh, he was packaging all these boxes himself, so he wasn't able to do it. But I also wanted to build this out. He just did a book launch at my church this last Sunday, October 11th. I wanted to build this thing out from foam. I thought that would have been a really cool thing. Um, we didn't get approval to be able to place it in the church last minute. But I thought that would have been a cool idea. I'm really stoked on this book. Go pick it up on Amazon today. Love you, Richie. So going back to the main point of this video is figuring out the cheat codes, understanding the who that you're speaking to and why they would actually care. And you might be asking yourself these questions: how do I learn what people want, and how do I know to speak to them? If you've been in business for a long time, you You might already know, but that takes years of trial and error, research, wins and losses, hiring someone, maybe someone like me to do a brand audit, or just learning trial by fire. Let's go. And that's definitely the way that people learned, and it's a tried and true method. But the cool thing is now we have the advantage of having AI, and I built a tool that helps do just that. It walks you through a series of questions, not just the who, and why, but it helps you understand your true avatar, the pains that they have, the desires that they have, also the language that is used to speak to them. The whole goal of the tool is to help you land on a working position line that you could start testing yourself. You can go to aiintoassets.com or look for the link in the description. And if you're working on an upcoming project and you want to work together, make sure to visit javiertorrestudios.com Or you could DM me on my Instagram, Javier Torres Studios. There's a bit of strategy built into every project. You don't have to do the full $3,000 to $5,000 deep dive. One last thing I want to say about this tool is I put a lot of work and research into this tool. This isn't just some AI slop that I threw together. This is years of trial and error, things that I've learned from a lifetime of study. Well, maybe not a lifetime, but you get what I'm saying. A career full of study. And I'm really proud at the— this is just a part of the full tool, but I'm still really proud at the results that you're going to get. And if you love videos like this, I'm a brand new channel. So every like, comment, share means the world to me. Thank you guys so much for taking the time to watch this video. I love you guys. God bless you guys, and I'll catch you guys on the next one. Peace.