Podcast

Experts Unleashed

Publish, Promote, Profit: How To Turn Your Book Into An Income Machine: EU 104 with Rob Kosberg

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Tags: publish, promote, Book, profit, lead generation

We have a very special guest today who is a good friend of mine. 

He is Rob Kosberg from Bestseller Publishing.

He helps authors publish best-selling books and turn their books not only into an authority machine but an income machine.

One of Rob’s clients made $350,000 upon launching the initial book. He has used that book every single day as his primary lead generation machine. Five years later, he continues to use it in the same way.

Let’s find out how to turn your book into an evergreen lead generation and authority machine and make a bigger impact. 

You'll Discover:

  • Books are great at building authority, awareness, presence, and lead generation. [3:38]

  • The right clients read books. The people that you want as clients read your books. [4:44]

  • The spoken word is very different than the written word. [12:55]

  • Two big problems in writing. [17:17]

  • Traditional media still holds a lot of weight, especially in the authority piece. [28:49]

… and much more!

Watch Interview

Episode Transcript

EU 104 audio

[00:00:00] Rob Kosberg:

There are two big problems in writing. Problem number one is that 80% of adults want to write a book, and yet less than 1% ever actually write it. So, there’s something wrong with how the process is done. So, we need a process, number one, to get a great book completed for people. Well, the second part of that equation that most people don’t know is the average book sells 250 copies in its lifetime, and most of those copies are to friends, family, and you know, acquaintances of the author.

[00:00:35] INTRO:

This is experts unleashed, revealing how professionals and entrepreneurs transform experience into income while positively impacting the world.

For years, Joel Erway has helped entrepreneurs develop and launch their expert-based businesses growing them beyond six and even seven figures a year. Now a professional expert serves their community through paid training education or service. This podcast will help you design and execute your plan to become a six or seven-figure expert without a massive team.

To get more information or apply now, visit theperfectexpert.com. Let’s get started.

[00:01:17] Joel Erway:

Hey, what’s going on everybody? Joel Erway here and welcome to the very special episode of Experts Unleashed. And today I am super excited. I got my good friend Rob Kosberg here from Bestseller Publishing. I wanted to have him on our show here today because I want to talk about a really, really impressive case study that he shared with me just a while ago.

About how he helps obviously authors you know, publish best-selling books and turn their books not only into an authority machine but an income machine. And so, we were having a conversation a while ago, and he just offhandedly mentioned how he helped one of his clients make $350,000 upon launching the initial book, and he’s gone on to use that same book day in and day out.

Nothing has changed over the past five years. Now, I don’t know about you, but as somebody who markets their business every single day, the number one thing that I just kind of get exhausted with is this. I’m always kind of looking for new ways to bring in clients, new ways to generate leads, and new ways to get exposure and grab attention.

And so, I’ve known Rob for years, and when he kind of mentioned this, like I, obviously I’ve got my own book. I know the power of books, but I still get distracted by all sorts of different types of marketing funnels that I want to go implement. And he was telling me, he’s like, Yeah, I got a client over here.

We launched his book about five years ago. We did $350,000 on the initial. And then he’s just gone on to use that book every single day as his primary authority lead gen machine, and nothing has changed. He’s using it exactly the same way they did it five years ago as he’s doing it today. And I think it’s really important for us to kind of talk about that.

Let’s just kind of zoom back in. Let’s not get distracted with shiny objects and use one core asset, which is your book, and figure out how to turn that into your evergreen lead generation and authority machine so you can make a bigger impact and make a bigger. So, Rob, I’m excited, man. Welcome to the show.

[00:03:13] Rob Kosberg:

Thanks, buddy. I couldn’t have said any of that better myself, so appreciate that incredible introduction.

[00:03:18] Joel Erway:

Well, I’m an excitable kind of guy, so I, every time I hear like good ideas, I’m like, Okay, cool. Like, let’s go, let’s talk about that. And it’s a legit thing, meaning like we get shiny objects all the time, and it’s like, man, if you just focus on one thing, everybody knows books are great at building authority and building, you know, awareness and presence, and lead generation.

This can be something that can workday in and day out over and over and over again. So, I’d like to have you just kind take a moment and give us a little context of, of your methodology and like how you work with authors and how you implement these evergreen systems. People don’t have to just chase shiny object after shiny object.

Like, how does your methodology work? How does your system work?

[00:04:04] Rob Kosberg:

Yeah. Thanks, man. Great question. So, I guess the first thing to think about with a book, and then maybe I’ll talk about some of the specifics of our clients and, and how we work with them, but the first thing to think about is if you consider those at the top, Field, whatever your field is, whatever your industry, real estate, finance, coaching, consulting, you know, fill in the blank.

Those that are really at the pinnacle, those that are celebrities, are authors period, end of the statement. So, there is something, even in this day and age, people often say things like, you know, do people even read books anymore? The right people read books. Yeah. The people that you want as clients.

Read your books. Our best customers come through my bestselling book. In fact, I even got this thing earmarked because, you know, we direct mail my books out to CEOs and others and, and earmark where we want them to read again, for authority, introduction, credibility, all of that. To bring them on as clients.

So, so if you, if you consider that and you start from that premise, if that’s where you want to go, then you need to have this, this piece. You need to have a book that is like your foundational thing. So, our average client is a busy entrepreneur, right? An expert, a coach, a consultant, a business owner that you know, He or she is not trying to save money.

He or she is trying to save time, which is obviously much more valuable than money. And perhaps they’ve been trying to write a book for a long, long time maybe in some cases years. And they’ve, they’ve struggled. They’ve had their issues and challenges. So we help those people to craft. An amazing piece of content a real bookstore quality book that we can launch even to Wall Street Journal.

We just launched a, a client to Wall Street Journal bestseller last week in the real estate space. I think in the last 18 months we’ve launched something like 34 authors to Wall Street Journal. At the same time, you don’t need to be a Wall Street Journal best seller. The case study that you’re referencing, Talkie did not hit Wall Street Journal bestseller, but he uses his book in conjunction with online social media stuff to attract clients every day into his business.

And you know, that’s kind of the model. We call it published, promote profit publishes. Everything revolving around the writing of the book. And we ghost write for our clients to make it simple for them capturing their content in their voice. And then of course the promotion is about promoting the book, launching it to best seller.

And then the profit phase is everything that happens afterwards, which is an evergreen marketing machine using your book with book funnels, using your book with speaking engagements, using your book with PR and media, et.

[00:06:53] Joel Erway:

I think that’s a really important distinction to make because there are probably, at least the way that I look at it, maybe you can clarify if there are more types of authors, but there’s the two authors that value two different things.

Like they value fame, and they value fortune. Like Right. You value fame. Yeah. You want New York Times bestseller, Wall Street Journal bestseller. That’s its own kind of unique, you know, unique avatar. But then there’s those who want to use this as kind of the foundation and the pillar point for their business to build themselves as a credible expert, as an authority to get clients.

And I think that it’s really important to establish your goal up front and understand that, you know, the money is. From the book, not necessarily from selling the books, but from what happens on the back end of that book. Is that right?

[00:07:44] Rob Kosberg:

Yeah, a hundred percent. The first book that I wrote, I kind of stumbled in this business, right?

I don’t come from the traditional publishing world at all. So, I wrote a book back in 2008, 2009, when I was transitioning from real estate because of the real estate crash into financial services. And I wrote a book, It didn’t become a Wall Street Journal bestseller, but that book helped me to build a business from zero, I mean, and in a terrible economy.

Oh, nine, 2010 from zero to seven figures, and then multi-seven figures thereafter in just about 12 months. And I used that book, I actually gave it away on the radio. It was a very kind of simplified methodology, but it exploded my business. My next books I, I do want. Because I’m in the book business, I do want both the authority that comes from being a Wall Street Journal and USA Today bestseller, as well as I use of my book for income and lead generation.

So those things aren’t necessarily mutually exclusive. You know, a, speaker for example you know, a client that primarily gets his customers from speaking ell, he or she is going to get the best speaking opportunity. By being a Wall Street Journal or USA Today best seller. In fact, that could be a significant bump in their speaking fees as well.

Having that kind of mark of credibility. So sometimes those things go hand in hand, but we try to tell our clients, Look, and most of them understand it. It’s not about royalties. We’re not trying to sell the book. We want to get the book into as many people’s hands as possible that are your ideal clients.

So, they come to you to write really big checks, whatever that is, whatever service you do, whatever. If you’re a coach, if you’re a consultant, if you’re an expert of some kind, we want someone to write you 10,000, 20,000, a hundred thousand dollars checks rather than, you know, dollar 60. Royalty checks for buying the book.

Right. If you get both, great. But the former is what we’re looking for. The big checks. Yeah.

[00:09:45] Joel Erway:

So, walk me through your Publish Promote profit system, because I think it’s really important to understand. The trifecta and understand how all this operates. So, someone like your client talkie can get 350 grand after the initial launch and then turn that into an evergreen system that becomes their pillar attraction piece for future clients.

[00:10:07] Rob Kosberg:

Yeah. Yeah. You know, it’s funny when my office was in, in, in LA Talky came through and we shot a testimonial video. And the funny thing about the talk is he was less excited about the money, which is crazy than he was about the process.

Like he said, the thing that I love the most, Was the speed that, that’s what he talks about in his like little testimonial video that he did. And I’m like, What about the 350 grand? You know, like a lot of people would’ve been more excited about that. But, you know, for my average client you know, they, they maybe don’t have the time that you know, somebody that is willing to go away to a cabin in the woods for six months and write their war in peace, right? For my client, you know, this is pragmatic. It’s a means to an end. So, what we want is we want to craft a great piece of content that’s in their voice, right?

That’s challenging in ghostwriting. In fact, we developed our own process. It’s fully trademarked and copyrighted. We call it enhanced ghostwriting. The short version of how it works is we have a program director or project manager that works all of the marketing stuff. So, before a writer is ever introduced, we want a great hook, a great title, and a great subtitle.

We want to map out the full table of contents so that we can attract the ideal. To our customers and all that has to be done really with somebody that has marketing chops and, many writers don’t, right? They’re the artists. They’re our writers, for example, many of them are screenwriters out of Hollywood, so they’re great storytellers, but we want to get the marketing piece done first.

So, all that’s mapped out. Then what we want is we want our client, and we work with them to do this, crafting a chapter, much like a great TED Talk is done. A great TED Talk is done in a very formulaic way. There’s story, there’s open loops, there’s content points, et cetera. Great conclusion.

So, have mapped out this enhanced ghost-writing trademark program in such a way that we capture both content and context. So that’s done. It’s mapped out with our, our project manager and then the writer. One session a week is all we need from a client. The writer will then work so that our client, all they need to do is speak that.

All they do is. Their story, They, they share their content points and then the writer does the rest of the magic. Of course, it needs to be edited. The, the spoken word is very different than the written word. Like this has been one long run on sentence, what I’ve been saying right this whole time. . Yeah. Well, no one reads like that, right?

You, there’s short, punchy sentences, introductions, conclusions, et cetera. And so, we go through a. Of rewrites. We put four different sets of eyes on a book for everything from design to formatting to proofreading, et cetera. So, all that’s done takes about five or six months. If a client can give us one session a week, and now we have, you know, a, a masterful piece of content in their voice ready to go.

[00:13:16] Joel Erway:

That’s step one, which is published, right? Yeah. All right. So just to recap, we got craft a piece of content that’s in their voice. I think it’s fantastic. You know, craft a chapter like a great TED Talk. I mean like TED Talk’s going to be short, and they got that down to a formula, 10 to 12 minutes or something like that.

I can’t remember off the top of my head.

[00:13:32] Rob Kosberg:

Yep. 17 minutes. Yep. Exactly.

[00:13:34] Joel Erway:

Yep. You know, I like the idea, like we all know how difficult it is to edit, right? But you know, and some people might think like, Oh, you know, I’ll just dictate, you know, I’ll dictate or I’ll, I’ll do an interview and we’ll translate that into a book.

And it’s like, okay, I think you made your point, which is like, listen to me right now, like we’re having a conversation. I have one really, really long, you know, run on sentence, like that takes effort to edit that into, you know, written word. And I think that, yeah, overlooked that. Like I never even considered that before.

Like I’ve heard of, you know, similar styles with ghost writing and interviewing and whatnot, but you don’t realize how much editing work that takes.

[00:14:14] Rob Kosberg:

Yeah. Yeah, a hundred percent. And you know, one of the biggest mistakes with traditional ghost writing, I experienced this myself when I wrote my first book.

I wrote a big check to a ghost writer because I knew I wasn’t going to write it myself and I wanted speed. And traditional ghost writing works like this. Similar to this format. Questions are asked and questions are answered, and that’s great to like get content. But context comes from weaving story. Yep.

To the answers to your questions. Telling a great story having an open loop, having a, you know, a climactic part of the story and, and, and leaving an open loop and then culminating it. Things like that. Drama has to be created within a book to keep people interested and traditional ghost writing doesn’t do that, so.

We interject that into the process with our clients so that when they speak it, they know, Okay, so chapter two, I’m going to tell this story. I’m going to stop at this point. I’m going to then teach 1, 2, 3, 4, Right? It to them, it’s natural. They, they know the story, they know the content points. We just have to structure it in a way that we capture their voice and then we can do the rest of the magic.

We, we do the rewrites and the edits and all that.

[00:15:25] Joel Erway:

Yeah. And I don’t think this can be understated. The importance of, of how important that is when you are. Writing a nonfiction book with the intent to get clients or get gigs, like you have to tell the story in a way that adds value in the eyes of, of the reader.

And so that takes a, and I’ve gone through a book writing process and it was, it was a long time. Like it takes a lot of work to do it right. And so anyway, I love the fact that you have your own trademark process. Cause I think people really understand and hopefully they understand now that. Like how the content is presented is incredibly important and how you are presented and how you are framed as a result of publishing this.

[00:16:12] Rob Kosberg:

Yeah. Yeah. I don’t know about you. I have purchased books and read them, and it made me not want to work with the writer. You know, I, I’ve purchased books that were nothing more than a glorified transcript, and I just thought, you know, this did the exact opposite of what the writer intended. It pushed me away.

So we going to craft something awesome. Right. To attract all different kinds of clients.

[00:16:39] Joel Erway:

Yep. A hundred. All right, so let’s move on to the second pillar, which is promote. So, we have published Promote Profit. Let’s go to pillar two. Promote.

[00:16:47] Rob Kosberg:

Yeah, love it. So, when I, when I started Bestseller Publishing, I even named it with the idea that there’s two big problems in writing.

Problem number one is that 80% of adults want to write a book, and yet less than 1% ever actually write it. So, there’s something wrong with how the process is done. So, we need a process, number one, to get a great book completed for people. Well, the second part of that equation that most people don’t know is the average book sells 250 copies in its lifetime

And most of those copies are to friends, family. and, you know, acquaintances of the author. So, imagine, imagine, you know, being one of the top, less than 1% of people who ever actually do write the book. And then, and you pour your blood, sweat, and tears into it and like, nobody ever, ever buys it. It’s like, Oh, this is terrible.

So, so I said, Okay, you know, we need to do something a little bit better. It, it’s not, Again, it’s not about the royalties, but we’ve going to get the book in the right people’s hands. So, our standard promotion process, we have two levels. Number one is we do a two-level launch for all of our clients.

First step is what we call a soft launch. We do a, a real vigorous outreach, both our company and, and our client into their sphere of influence, et cetera. To get Amazon verified reviews, we need great book reviews right out of the gate. So, we have a pretty specific process to do that. We want a nice foundation of great reviews after that’s done, and that’s just two or three weeks after that’s done.

We don’t ever care about reviews or want to focus on it anymore. After that’s done, then we do our, what we call hard launch, and we do this for every one of our clients. So, we do paid advertising on 50 to 60 different websites worldwide. We write the ads, place the ads, pay for the ads. We do three US based press releases.

That go out to over a thousand media outlets, each one of them. And then we do a big social media campaign, and we do that with the guarantee that we’re going to hit best seller on Amazon, not for an hour. You know, not, not we’re going to, you know, get six sales and all of a sudden, we’re going to call ourselves a best seller.

No, but we’re going to, like every other major list we’re going to hit bestsellers for the whole. And, and beyond. You know, I was just talking to a client that I launched three years ago. I talked to him yesterday and he’s a chiropractor. He’s a foremost expert on thoracic outlet syndrome. You don’t even know what that is. Most people don’t, right?

But he makes hundreds of thousands of dollars a year treating people. And his book. Three years later is still the number one bestseller in its category. And its category is, is not this narrow little niche, but in this specific type of medicine. And this is like in multiple countries.

And so, if you do it right and, and you get, you know, kind of that anchor in Amazon, Amazon will keep feeding. Customers, they’ll, they, they’re your partner in all of this. If they see your book as good, they’ll send traffic to you. So, we do that for every client. We guarantee that we’re going to, you know, not be one of the majority that only gets, you know, 250 sales in its lifetime and we can do a more advanced launch.
Believe it or not, we can actually guarantee that someone hits Wall Street Journal, which is a very significant launch. It’s, it’s a considerably higher investment to do that because we have to spend tens of thousands of dollars on marketing all geared towards one week. We need five to 7,000 sales on multiple platforms to hit Wall Street Journal and USA Today, but we can do that for the right person, somebody that really needs slash wants.

Authority and credibility. It’s great. And obviously, my book is a Wall Street Journal bestseller and we’ve launched a ton of others like that. So, there are levels to it, but the first level, the real bestseller is what we want to do for every, every client.

[00:20:51] Joel Erway:

So, out of curiosity, like in this promotion stage, like what can an author expect to happen during this massive promotion?

Like, you know, let’s say we’re going, Yeah, it doesn’t matter. No matter what best-seller level you want to promote to. Because you’re going to get massive exposure, and massive brand awareness. Like what does that feel like when you’re going through those, those launch weeks? Like Yeah. Do you know what happens?

Like a massive surge of inbound inquiries. Like, because we want to know what the back end looks like. Again, we know book sales are great and whatnot, but that’s not our core focus. Like, tell me what happens once, this massive launch happens in terms of inquiries and exposure.

[00:21:31] Rob Kosberg:

Yeah. Yeah. That’s a really, really good question.

So, take one step back and that is, your book needs to be set up in such a way that it’s driving people back to you. So one of the things that we help our clients within the writing process is next steps in every chapter. Take them from the book back to you, back to your website, back to your opt-in page, back to your you know, persuasion pages, indoctrination pages, et cetera, so that you can get people that are raising their hands saying, Hey, I’d like to work with you.

If you don’t do that properly, then you might get a bunch of readers, but you might. Get people that are coming to you. And so, we want to do that well, to begin with when we do a good job at that. You know, I’ve seen just through the launch process, I’ve seen clients do a quarter of a million dollars in, in sales of people that just found them, read their book and said, I want to work with you, or can you come out to our corporation, or we want to sign an agreement.

I have one client. is an agile consultant for manufacturing firms. It’s super narrow, right? Yeah. I mean, I don’t, What’s the universe of that, of, of his customer? 10,000 in the world. I don’t know what it is, but You know, the right people read his book and he got one client from it that was an 80,000-hour client in two months $40,000 a month over a two-month process.

And he later told me that it, it amounted to about a quarter of a million dollars in new business in, in three months, just from the launch of his book. And that’s about as narrow a space. as possible, which honestly, I prefer. Right. The, the more narrow, the better. So, you know, in some cases nothing may come from it immediately.

Right. The, the launch is, is not about driving customers as much as it’s about hitting best seller. Mm-hmm. for the future prospects of the book. But great things can happen.

[00:23:33] Joel Erway:

And you know, one of the things that I love about books is, you know, for instance, you know, you get it on Amazon and then it becomes searchable and it’s like, you know, Yeah.

Our book is on, like, we did not do a proper launch with my book, which I immediately regret. Like it’s just, you know, it’s up there. It’s a like, I’ve read the book and the people that have talked to me about it, they said, Joel, it’s like one of the greatest marketing books ever. It’s just got a really shitty title, which was, we talked about that actually, you’re like, Cause I asked for your advice.

You’re like, Yeah, I mean the book’s great Joel, but your title’s garbage. But anyway, like they say, it’s like the greatest content ever, but it sits on Amazon now and. Still generate sales every month. It does generate inquiries, which is really, really cool. And it’s, and it’s evergreen. I just wish I would’ve done the launch properly because Yeah, you know, it doesn’t have a whole lot of reviews.

The reviews are, are positive, but it’s not, you know, you look at it and it’s got like, five reviews and it’s like, it’s definitely not doing any favors sitting up there with just a couple of reviews. And I think that it’s really important. I mean, we know it’s really important to have that proper launch process.

It’s almost like you, you publish the book, and you have to do a good promotion to launch it. Yeah. Because if you want it to be evergreen, those reviews stay with you forever and like Yeah, that’s what sells your book consistently. Every single day, every single month. It’s like, okay, you know, they’re going to look at the reviews, they’re going to look at how many stars you’ve got, and like, that’s going to be the main deciding factor on whether or not they want to take a risk on buying your book or not, right?

[00:25:07] Rob Kosberg:

Totally agree. Yeah. Coincidentally, so the, the case study I just shared about this guy came to. Many months after publishing his book and it didn’t do well because he didn’t do a proper launch on it. Ted Coleman is his name and he asked me, you know, do you think there’s something we can do?

And I said, Yes, you can relaunch your book anytime. So even in your situation, Joel, I highly recommend that you, you give it some attention. You know, you have a great following. You should totally. Like, and I, I’m happy to help you with this stuff. You should totally do like some type of, of review, what we would call a soft launch to get.

You know, 30, 50, you could get a hundred reviews for your book and that would be a game changer for traffic, like organic traffic coming to you from, from Amazon. So again, coincidentally, Ted Coleman didn’t launch his book, came to us many months later, relaunched his book and you know, the sky was the limit after that.

So, you know, it’s funny we didn’t even talk about any of this stuff, but, you know, you can totally do that and should.

[00:26:14] Joel Erway:

Rob, you need to turn your salesman hat on and just like start prodding me to do it with you because like it’s, it, you know, this is basically just selling me to, to, to go work with you again.

And that’s, you know, I have to be careful at how many interviews I do with this because I always end up stroking a check at the end because I just get my.

[00:26:31] Rob Kosberg:

I love it. I love it.

[00:26:34] Joel Erway:

All right, if you have, you know, an awesome book, but you did a horrible launch process, you know, obviously Rob’s team could help as well.

All right. Publish, promote, and profit. So, publish obviously you get a really, really well-crafted piece of content out there. And then promote. You have to do a promotion as you have to a great launch. A great launch will help your book sell on Evergreen. Where That’s right. It carries the weight forever to do a proper launch.

It will pay dividends forever. Yeah. So now let’s talk about the final stage, which is profit.

[00:27:09] Rob Kosberg:

You know the final stage is really again, I’m, I’m like not the artist. I’m the pragmatic money guy. And so, the final stage is the forever stage, right? Yeah. It’s like, like so many authors have like the mentality all wrong.

They think, Oh, I finally got the book done and I’ve published it, and oh, you know, the work is done. No, no. It’s like everything you’ve done is now for. Like everything you’ve done is now for the profit stage. And so, for our clients, we focus on three things. It’s lead generation, which there are a hundred ways to use your book for lead generation speaking engagements.

Not every author wants to speak, but many do. And their book is like the number one way to get great speaking. And then number three is PR and media. And everybody should do some PR and. If only for the credibility. But I mean, look, here we are, right? This is an element of PR and media, right?

Podcast blogs you know, print and obviously even television and radio traditional media still holds a lot of weight, especially in the authority piece. So, you know, we, we set our clients up with kind of a, a simple organic strategy right after the launch of their book. You know, do, do a, b and c. I teach on this every single week.

In fact, I do a live coaching call to my clients every single week. I do that forever and I just, I show them all the different ways to make profit. Because the profit phase now lasts forever. It starts organic. You can add paid traffic and other things into it. If you don’t ever want to do that, you don’t have to do that either.

But it’s all about those three things. Lead gen, speaking, PR, and media. Yeah.

[00:28:52] Joel Erway:

And it’s funny because there are millions of ways to generate all of it. You know, lead gen, PR and speaking media. There’s nothing better than a book. I think we all understand that. Can you give me some examples of. If you’re doing these weekly calls, like what are some recent trainings that you’ve done that you’ve shared with your authors on how to leverage and work for profit?

I think if we would just like make this a little bit more tangible, people can start to see, never thought about it that way. Never thought about using my book that way. So, what are some examples that are unique that an author might not think about to make money with it?

[00:29:24] Rob Kosberg:

Yeah, great. Great question. So, one of my clients is an attorney and she does trust and especially works with young families to protect their, their children.

And she has a, you know, her, her program is 5,000 bucks. And then of course, that’s kind of the basic, you know, getting the trust done, et cetera. So, we helped her do her book. Totally smashed. Pamela Lamas is her name. She’s fantastic. Attorney, fantastic lady. And so, we put together a really simple, kind of three step organic strategy.

Step number one send two copies of your book to every current client that you have. Somebody that you’ve worked with in the last three to six months, if that’s 20 people, 30 people, 50 people, whatever. The book costs $3 to print. You print it, you send it, you have a nice cover letter in there. Hey, wanted to let you know that I just completed and published this book and became a bestseller.

I wanted to give you a copy, and I wanted to give you a second copy for anybody else that you know, that you think may need this just as a gift. That’s step one step. Send a copy of your book to every single lead that you got that didn’t become a client in the last, you know, six months to a year. And I don’t remember what she had.

30, 50, or something like that. And she, she did that. I mean, Pam did everything that we talked about. And then step number three who are your potential strategic partners where you could like have a value-add relationship where you’re giving something to them that is valuable but there’s no competitiveness.

So, she said, Well, like financial advisors are, are great. Because, you know, a young family is setting up their financial program. Well, they need trust, they need a will. They need to, you know, take care of the children. If something happens to them, they’re great. Also, realtors, I said, Okay. So, make your list of 20 potential strategic partners and introduce yourself to them with a copy of your book, and let them know that what you’d love to do is you’d love to offer a copy of your book to every single one of their clients.

That completes the process with them and is interested in maybe taking the next step. So, she did those three things first. 30 days, she did $60,000 in new clients directly from these three simple campaigns, which cost her 200 bucks. Yeah. $250. Now that’s only 12 clients, right? 12 times 5,000. Now some of those clients are going to spend more money with her over time, but that was, that was initial, and she.

I think it’s six or seven strategic partners now that on a regular basis are putting a free copy of her book, you know, for their completed financial advice, whatever. Hey, here’s the next step. You going to take care of your children. You going to, you going to, you know, make sure you have your trust in, in place, et cetera.

And she has all these people now that are getting her book out there, and it only costs $3. Yeah. A book to do that. So, we did a, we did a training together and I brought her on and I said, Hey, let’s talk through these things. And she talked all through it. I mean, that’s just one example, but I could give you a bunch more.

But every single author should do that. Yeah. Every single author should do that. You will get customers from referrals from that. You’ll get customers where they go, you know, I knew I should have done that, that that will, that trust. And gosh, I going to work with Pam. I mean, she just sent me a book. You know what I mean?

You’re going to get, it’s going to. It’s going to happen for you if you just do these simple steps.

[00:33:07] Joel Erway:

Yeah. It’s just about being top of mind, man. And yeah, sending somebody, you know, a hard copy, right? Like throwing this in the mail, mailing it to them. Like it does wonders. It does wonders. It does just like, it’s the thought effect, you know.

It’s the shock and all effect, as Dan Kennedy would say.

[00:33:24] Rob Kosberg:

Someone sends you a book, you’re not going to throw that book in the garbage. Especially if it’s someone that you know. Do you know what I mean? It’s like, so it’s going to sit on the desk, it’s going to be on your book. You know, it’s always going to be there as a reminder.

You know, I, I. I do more sophisticated paid advertising campaigns, things like that. I can’t go to a conference. I was at, you know, funnel hacking live conference, 5,000 people. I can’t go to a conference and people not come up to me and tell me, I bought your book. I went down your funnel. You know, I loved your funnel.

I should have started my book. I don’t know why I didn’t do it. I, I need to work with you. I’m like, Yeah, okay, great. You know, I mean, I ne I don’t know who these people are, right? Yeah. But they bought the book and it’s sitting on their desk somewhere.

[00:34:07] Joel Erway:

Yet I love it, man, because I’ve had the same effect, even though I don’t sell nearly as many copies as I should, because I did a horrible launch, but people still bought it.

And I was speaking at our friend our mutual friend Kevin Rogers. I went to his event last month, spoke at his event, and there are only 20 people there, 20 people in the room. I walk in and within 10 seconds I kid you not someone spots. Holding a copy of my book is like, Dude, I need you to sign this.

I want to get a picture of you. It still makes me; it weirds me out. Cause like, I’m not used to that. You know, that’s awesome. But I mean, like, it, it like makes your ego feel pretty damn good. That’s for, that’s for sure. So, if like nothing else, if you just want to make your ego feel good, then like, you need to get this done.

You need to do this the right way. But no, it’s like, you know, they, there’s, there’s no better feeling than having people come up and like hunch you down. Like, Dude, I got your book. We need to talk, or I need to get a picture with you, or can you sign this for me? Like, people love it, man. It’s, it’s amazing.

Yeah. Awesome. So, Publish, promote, profit, obviously. Very, very successful. You know, with talkie. So how did he, so talkie was the, the, the case study talk about in the beginning $350,000 initially when you first launched it, still using it Evergreen five years later. Can you talk about what happened in the launch and now how does he utilize that still five years later the same exact way?

[00:35:30] Rob Kosberg:

Yeah. The launch. He did a number of things during launch because it’s the launch, right? So, what he has continued to do and done very, very well is he uses, he gives away the book, and I know some authors kind of bristle at that idea, but I mean, it’s five years later nothing is changed in the book.

We haven’t updated it that covers us every, but, but he will post on a regular basis, a story out of the book or a. You know, principle or something and say, you know, this came from chapter five of my book. And hey, if you’d like a free copy, comment, free copy below and I’ll get you a free copy. Now, what he does is he actually gets them a free pdf and that starts the conversation, and then that conversation moves into a qualification call and, and potentially a new, a new customer.

I mean, that’s kind of the simplified version of it, but the, the social media. Potentiality of having a book and then using parts of it, and it never costing you a dime because you’re giving someone the PDF version of it. It’s really, really powerful. I mean, I love getting the, the, the physical version in people’s hands, but if you have a book, there should be, you know, some process that you have in.

Where you’re teaching from the book, which is what Talk does, and then offering the book for people that say, Oh, I want to, I want to hear more. Yeah, I want to learn more. Yeah. And that’s all that talkie does. And he has been doing it weekly for years. Generating. I mean, who knows? It’s going to be multiple seven figures in, in sales.

I should have a contact, should have a call with him because he’s a good buddy of mine and, and ask him what it is. Because it’s, I just see it. Every now and again, I’ll screenshot, and I’ll like, you know, I’d never do anything with the problem. I’ll screenshot. I’m like, man, this is, I love that he’s doing, I love that.

He just is so consistent with it. And, and you’re not consistent with something that doesn’t work.

[00:37:28] Joel Erway:

Right. That’s right. I mean, it’s like Taki’s got a big audience, so he leverages this in many ways, to feed his existing audience. To grow a new audience. But then we also talked about many clients of yours who go after very, very small niches and they’re just mailing out individual copies.

Boom. Yes. And $60,000 in couple of weeks, or you know, Yep. Couple hundred grand. Like it’s one of these universal marketing and sales tools that applies for every. Literally every business, like, you know, every business can benefit from a book, and it’s just about how do you get it done right? How do you get it done quickly?

And then how do you leverage it in the right ways to make its full earning potential that a book can drive? Because yeah, there’s nothing better as a self-promotion tool than to hand somebody a hard copy of your book.

[00:38:21] Rob Kosberg:

Yeah. I tell people, I’m like, Look, if you have a book. You have a Ferrari sitting in the garage.

Yeah. The profit part is driving your Ferrari and there’s lots of ways to drive your Ferrari, right? You can, I, I like Ferrari, so I, you know, and using that, right? Yeah. There’s lots of ways. Like you could take your Ferrari to the track, you could put the top down and go 25 miles an hour down a one A down the beach.

Like there’s lots of ways to drive it. The point is drive. The point is getting it out of the garage. And so, what does that mean for you? Well, you know, I mean, I, I have a client who was starting a new business and he’s a networking guy. I hate networking. Yeah. I don’t want a network, but he’s a networking guy.

And so, I said, Well, let’s set up a simple process for networking. When you meet someone that, you know, is a great candidate. Don’t walk around with books in your hand to give them out. That makes it like you’re giving out, you know, free candy or something. No, your book is more valuable. If you have a, a meaningful conversation in networking, then get their information.

Say, you know what? I wrote a bestselling book on this topic, would you be interested in, in a copy? And if they say yes, great. Then get their address and send them a copy. I have a client that landed a hundred thousand dollars year coaching. Just on that simple networking process. Mm-hmm. just, he met someone, he’s a motorcycle racer.

He met him at the motorcycle track and had a, had a conversation, said, Hey, I wrote a bestselling book on this topic of performance. You want a copy? And it led the guy took a picture, had his, had his co take a picture of him reading the book with his feet up on the desk and sent it to him. They started the conversation, and it was a six figure.

Client, a six figure one-year coaching program. So, it doesn’t matter how you do it, it just needs to work with you. Yeah. Like with what fits in your process, use it in your process.

[00:40:16] Joel Erway:

Dude, I’ve learned so much during this conversation. I mean, as an existing author, and I know the value of having a book, but doing it right, doing it wrong, this helps reignite my fire and like, you know, I need to get back on that train, do a relaunch, do a proper, you know get my Ferrari.

On the track, you know. Get it out of the garage. Right. But you know, like having this conversation, maybe put a new coat of paint on it. That’s right. You know, dress it up a little, you know, give it some, Yeah. Some better fuel. But this just kind of reignited my fire of like, okay, like, the urgency is there again, and like, I going to do this, I going to relaunch it.

And if you’re listening right now and, and you don’t have a book yet, like that’s fine, right? I mean, like, obviously we already talked about, you know, how to, you know, get Rob’s team to ghost write the book and, and going through the process and getting it done right? Because the content is really, really critical.

That’s one thing that I did right, is I got it written properly because people who. They come and they talk to me and they’re like, that was a fantastic book. That’s the book on marketing and sales that I’ve ever read. So, I know the content is great, but I didn’t pair it up with a proper launch. And that’s just kind of like, you know, owning the Mona Lisa and never putting it on display or buying a Ferrari and never taking it out on the track.

And so I loved it, man. So where can people go learn more or reach out to you if they are interested in, in working with your team.

[00:41:36] Rob Kosberg:

Love it. The simplest place would be publishpromoteprofit.com. That’s again, the title of my bestselling book. They can get a copy of it. I give it away free. All they have to do is pay for shipping on that site.

So bestsellerpublishing.com or they can come directly to my business site. There’s lots of you know, free stuff there to help people get to know if, if this is good for them. And that’s bestsellerpublishing.org. Bestsellerpublishing.org.

[00:42:03] Joel Erway:

Awesome. Rob, it’s always a pleasure to have this conversation with you.

It’s always a pleasure to chat with you, and I know people are, are seriously considering launching or relaunching their book. You’re the number one authority. You’re the number one company that comes to the top of mind and the need to have a conversation with you. So, appreciate you man.

And for everyone listening, go check out publish promote profit.com, grab his book, and seriously give Rob’s company a consideration. We’ll talk soon.

[00:42:33] OUTRO:

Thanks for listening to this episode of Experts Unleashed. If you are looking for new and innovative ways to design and execute your plan to become a six or seven figure expert without the massive team, apply now@theperfectexpert.com.

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