How to Publish a #1 Bestselling Book… Without Writing a Word

Have you thought about writing a book?

A lot of entrepreneurs look at writing books as a way to get the word out about them and to, in their minds, get more business.

What goes into writing a book though and what about getting to a #1 Bestseller status?

That’s where my guest, Doug Crowe, comes in.

In this episode, Doug and I discuss different areas that you want to focus on as you begin researching and writing your book – all the way to releasing the book and getting people excited about the work. We talk about the actual content in the book, ways to market the book, and more in this exciting episode that is sure to help you in your next venture at writing a book!

Want to know more about how you can get your book done? Reach out to Doug at https://authoryourbrand.com/go where you can get an assessment on your book idea – a value of $1,000!

About Doug: Doug Crowe is an author, speaker, and business growth strategist. He’s passionate about helping businesses implement modern growth strategies that build brand awareness and increase revenue. His flagship company, Author Your Brand, helps CEO’s create their book…without writing a word.

Connect with Doug on Facebook, LinkedIn, and on the web at https://authoryourbrand.com

Transcript (auto-generated; may contain errors):

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Jennifer Glass: Hello! And welcome to another episode of MOJO: The Meaning of Life and Business.

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Jennifer Glass: On today’s show. We’re going to be talking about

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Jennifer Glass: getting your book done

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Jennifer Glass: for a lot of people.

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Jennifer Glass: We look at books. We think about books as something that Well, someone told me that I should probably get a book done because it’s gonna help me get the media. It’s gonna help me get the visibility. It’s gonna help me get the stages.

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Jennifer Glass: whatever it is that somebody has told you. But the problem is that one of the things they don’t tell you is, it’s not the easiest thing to actually get a buck done.

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Jennifer Glass: And so there is an entire industry that is dedicated to what’s called ghost writing.

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Jennifer Glass: which is where somebody comes in and hope to actually write that book.

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Jennifer Glass: or they work with you to help you actually get it done.

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Jennifer Glass: And so I’ve got a really great guest on the show today who is going to help us figure out more about what it is that we can do with our books

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Jennifer Glass: and some of the things that we might want to be thinking about, so we can help build our brand, get seen, and get opportunities through those books.

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Jennifer Glass: But before I bring him on, let me tell you a little bit about him. So Doug Crowe is an author, speaker and business growth strategist. He’s passionate about helping businesses, implement modern growth strategies that build brand awareness and increase revenue.

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Jennifer Glass: His flag, his flagship company off of your brand helps Ceos create their book without writing a word.

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Jennifer Glass: Doug, Welcome to the show, and we should just say, By the way, let’s not get you confused with Russell, your cousin right?

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Doug Crowe: That’s right. Now we can’t bring him up unless it’s the you know, kind of getting in cut in line somewhere, right?

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Jennifer Glass: So

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Jennifer Glass: as we look at our box and we look at opportunities with our box like, I said in the introduction.

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Jennifer Glass: There’s a lot that people are confused about.

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Jennifer Glass: What are some of the things that we should just be keeping in mind when we at least say we want to start talking about writing a book, whether we have a ghost right? Or it’s us. Let’s start from the basics.

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Doug Crowe: Okay. So the first thought is, Why, why would you think that being a book is going to make a difference in your life? And i’ll get to that in a second.

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Doug Crowe: The second thing in terms of the why is what can you say?

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Doug Crowe: And one of the questions I always ask my clients that it’s a tough one, but i’ll get to the answer in a minute as well. Is that what can you say

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Doug Crowe: that Hasn’t already been said?

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Doug Crowe: No, you know i’m like well, and if they go I’ve got something it’s never said before. Never been talked about before. That’s either good or bad. It’s either good, because hey, we need it, or it’s bad because nobody wants to hear it.

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Doug Crowe: So one of the ways we find out about that is, do research which i’ll spend more time talking about. But the first part I the the answer is, Why why do you need a book?

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Doug Crowe: Because a book is the only piece of media that lasts

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Doug Crowe: this podcast. People might listen to it, and then

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Doug Crowe: are their brain on the something else, right?

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Doug Crowe: Advertising blog post, TV radio. Everything is temporary in the world of media

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Doug Crowe: except the book.

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Doug Crowe: We have a visceral reaction to burning a book. I have you to put a book in the garbage camp before. It feels

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Doug Crowe: like a sacrilege, right? So we might donate to good will. But when we get a book, whether we read it or not.

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Doug Crowe: the book is going to be around. It’s going to outlast our own life. That’s the power of being an author

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Jennifer Glass: interesting. I haven’t thought about it in that regard which is a really

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Jennifer Glass: interesting way to

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Jennifer Glass: give it a frame of reference like, hey, this is what really starts to make more sense here. So we can figure all this out.

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Doug Crowe: which means you gotta make sure it’s a book of quality.

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Doug Crowe: because I see so many people just slap, dash, Get something fast out there best sell on a weekend, read a book in a day or a week, or whatever chat, gpt. All these things that make things go fast rarely have the heart sole and quality

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Doug Crowe: that you’re asking a reader to take it’s not the $20, $20. We pull that on a coffee and a donut. It’s the time that we’re asking our readers to invest in our words for 6 8 h to read a book that’s a big ask. So you better say something is going to be informative, valuable. And if you’re lucky.

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Doug Crowe: little bit entertaining.

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Yeah.

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Jennifer Glass: thank you. So let’s talk about the research phase because you brought that up when we’re starting to look at writing a book. What kind of research do we need to be focused in on?

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Doug Crowe: So we can really know that parked in. Yeah, the more the better is going to be the answer. And it’s not conducive to a lot of personalities, right like, hey? I want to share right create. I don’t want to do deep dive research. Well, that’s why our company has a whole team that does that for our clients.

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Doug Crowe: And there’s really 3 segments of this research that we do. And you, your viewers, listen to do the same thing.

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Doug Crowe: And the first thing is, we judge a book by its cover.

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Doug Crowe: We’re told by grandma not to, but we do so. Your cover graphics font style, words subtitle images. All that mix has to be vetted and validated by your audience.

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Doug Crowe: So what we do is we’ll. We’ll create a dozen different book covers with our in-house design team, and we’ll test them. We’ll do Facebook, Linkedin surveys and polls to find out what people like about a title or a cover, and split, test different versions over and over again getting people’s reaction to it

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Doug Crowe: because the people tell us. Oh, that’s a stupid title. I better not use it, even if I like it. I shouldn’t use it If my audience is telling me, it makes no sense to them.

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Doug Crowe: So, researching your title, cover and theme your mean, your ideas all that it’s very, very important, because a book cover is

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Doug Crowe: it’s marketing. It’s all its purposes. It’s not meant to tell your story. It’s not meant to convey the entire book premise. It’s meant to be a marketing piece to get people to pause so. Oh, is this gonna

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Doug Crowe: serve me? It’s just gonna help me. This is gonna to answer my question, let me take a look at the back cover to see you. This guy is we can see this gal is. Then there’s a bio and description of why they should invest their time and money

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Doug Crowe: into the book. So we got a vet and validate your book cover, and we spend several weeks doing this for our customers.

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Doug Crowe: The second thing we do is

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Doug Crowe: we do pretty deep. Dive. Focus groups into that top. 2 or 3 covers will then target

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Doug Crowe: the exact audience, the exact reader avatar of our book.

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Doug Crowe: So if i’m a consultant in the manufacturing space, I’m going to get maybe dating just a half a dozen people in my space to look at my cover, maybe. Look at my table of contents, and if i’m smart

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Doug Crowe: i’ll have conversations with them, and maybe they’ll generate or don’t need a story or 2 to it.

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Doug Crowe: and we do when you do this method of getting your your readers engaged early on in your content.

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Doug Crowe: We’ve got a couple of clients making millions of dollars from their book sales because of that. Explain that towards the end of the show today.

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Doug Crowe: and the third thing we do is actual research into your category.

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Doug Crowe: So

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Doug Crowe: we’ll take a look at your category.

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Doug Crowe: and you can do this yourself. Go to the Amazon, and look at every single best selling book in your category, and copy and paste

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Doug Crowe: every single three-star review you can find.

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Doug Crowe: We ignore one star of you. That’s just somebody’s mad and I ignore 5 star of us as somebody’s mother but a three-star review gives people great feedback.

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Doug Crowe: The the reviewer usually says what they liked, what they don’t like, and most importantly, what they would have liked to have read.

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Doug Crowe: So we’ll cut and paste over a 100 of those

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Doug Crowe: into a algorithm and a spreadsheet and a in a process that we pull out the actual meetings from each of those 3 sort of views and give it to our clients. As a result. Here is what your audience wants

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Doug Crowe: here. Here’s what not to do.

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Doug Crowe: and that data is so valuable for a writer, author, publisher, because now we can say, listen.

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Doug Crowe: You may think that your idea is great, but do not talk about this one thing. It’s a day, people. It’s it’s they’ve heard it a 1 million times. Don’t bother saying that you know you’re at it to determine your altitude. Make sure something gets unique and and specific. So between the research piece, focus group and surveys.

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Doug Crowe: we spent about a month or 2 pulling that together for our clients, and at the end the result of that is, we’ve got

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Doug Crowe: pre sales. We’ve got a vetted and validated theme cover idea, table contents, even some stories to make sure the book is going to work for. You. Achieve your goals.

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Jennifer Glass: Wow!

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Jennifer Glass: I mean the review bit that you mentioned here.

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Jennifer Glass: I think, is a genius heck, to begin with, simply because, you know.

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Jennifer Glass: this is the kind of content that people are really looking for or not looking for. And so it really gives you

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Jennifer Glass: much more of a direction

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Jennifer Glass: when you’re starting to figure out what to write.

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Jennifer Glass: And I mean that’s just an incredible hack right there. So

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Jennifer Glass: remember that if you’re listening right now, write that down. Go through the reviews, really figure it out.

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Jennifer Glass: But then also, how do you make sure that the book itself is going to be making the right sense right, whether it’s the cover. It’s the bio. It’s all of these pieces, like Doug was saying. All of these different things are there to make sure that your book is going to ultimately get the biggest bang for your time.

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Doug Crowe: It’s a very small investment of time money to do that research, but it’s so valuable. Matter of fact. The first piece of that

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Doug Crowe: we do for your listeners for free, if I may give a short URL: right now. Is that okay?

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Jennifer Glass: Please?

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Doug Crowe: Yeah, If they go to off your brand.com forward, slash, go!

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Doug Crowe: I will gift your viewers a free assessment about a $1,000 value. It’s not the complete assessment. That’s the first part of that.

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Doug Crowe: So off your brand.com forward, slash! Go! Fill that out.

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Doug Crowe: Happy to have a conversation with them and help them make sure their book is gonna work.

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Jennifer Glass: Thank you. And again, that is the author, your brand.com

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Jennifer Glass: slash go so that you can get that $1,000 credit which is really generous. Doug. Thank you so much

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Doug Crowe: my question. So.

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Jennifer Glass: Doug, let me ask you when we’re going down the process, and we’re saying that

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Jennifer Glass: we’ve got all of these different pieces that are now coming into focus in the book.

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Jennifer Glass: We’ve got the book cover. We’ve got the reviews. We’ve got all of these different pieces.

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Jennifer Glass: How do we start now putting all of that together into a meaningful

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Jennifer Glass: first, next step.

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Jennifer Glass: and actually putting the content together.

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Doug Crowe: That is the fun part. That’s the part where people look at this. They stare at that blank screen and go now, what? So let’s write a book about what my Life Journey. Nobody cares their devil and Angela shoulder, telling them you’re gonna be famous, or you’re an idiot, and there’s that whole dialogue is like, I don’t know if I should even be writing a book.

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Doug Crowe: So there’s a couple of methods to to get what’s in your head and your heart

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Doug Crowe: out of you and onto the screen. And one way is it’s a data dump. Do not edit.

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Doug Crowe: Just start writing or recording your thoughts and ideas into a big bucket. No organization. Just get stuff out and something where you can manage and and massage it, move it around and edit it. That’s one method.

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Doug Crowe: The other method is to actually outline it.

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Doug Crowe: and our team has a very good track. We’re going to develop like 2 and 3 pages worth of an outline of not just the books table contents the subtitles, but like, what’s the intention of that. What’s the reader going to get? What’s a takeaway on each individual chapter? If your brain is wired to map out a process.

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Doug Crowe: what you want to say how you want to say it. What the deliverable and benefit is, the reader that’s great? If not Don’t stress out, or people that can do that for you from your

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Doug Crowe: version the first version, which is a data dump into a bucket.

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Doug Crowe: So, getting your ideas from here and here on the screen, it’s vital.

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Do not try to write the book.

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Doug Crowe: You know perfectly the first time. That’s what editors are for.

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I’ve done both methods. I’ve written things out. I’ve recorded it.

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Doug Crowe: But the ideal way is to get help.

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Doug Crowe: I can tell you. I’ve read, you know, hundreds of books.

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Doug Crowe: and I can tell you the ones that were professionally edited by the ones that had a professional journalist

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Doug Crowe: who was helping the author. Here’s what I mean by that. I wrote my first book, Jennifer, and it was awful. I mean I had 20 years of background as a real estate investor and developer. I wrote a book about it.

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Doug Crowe: and I had to, you know. Take a break for from work for for 2 weeks to crank this thing out. I came back, i’m like oh, this is just garbage.

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Doug Crowe: and then I learned, oh, what if I actually recorded it! And I recorded in my next book.

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Doug Crowe: talked it out, transcribed it, gave it to an editor.

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Doug Crowe: still very myopic and very, very linear

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Doug Crowe: But the moment I realized that a good interviewer.

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Doug Crowe: a good journalist, asking questions that the reader wants to know is the best way to get a book done, because I may think no one’s gonna care about that. A good journalist. No, no, no! I want to know where you were, who you were talking to. What was the weather outside? What’s going on here because they’re good storytellers.

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Doug Crowe: So if you get a good journalist to interview you and pull your ideas and thoughts out of you and craft that

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Doug Crowe: into a meaningful manuscript, meaningful being.

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Doug Crowe: storytelling.

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Doug Crowe: Hero Nemesis story Arcs

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Doug Crowe: growth challenge all those things that we love and fiction stories.

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A lot of it has to be applied into non-fiction Otherwise.

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Doug Crowe: you’re reading a textbook, and no one wants to do that.

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Doug Crowe: I want to be entertained, informed, and get some value, and that trifecta is not easy to do. But a good journalist and writer and editor can pull that off for you.

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Jennifer Glass: Okay.

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Jennifer Glass: So we start weaving the story together.

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Jennifer Glass: and we start putting pen to paper keys to fingers to keys.

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Jennifer Glass: whatever it may be.

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Jennifer Glass: So we’re going through that process.

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Jennifer Glass: And

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Jennifer Glass: let me

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Jennifer Glass: ask when we start right, one of the first daunting things like we said, and whether you’re doing an outline. You’re doing a data dump. You’re just

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Jennifer Glass: dictating it, whatever it may be.

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Jennifer Glass: Is there a guideline in terms of the length, so that somebody going in is not going to feel overwhelmed like. Wait a second. I got to write 400 pages worth of this stuff, you know.

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Doug Crowe: Yeah, just to down to 150 or so pages. It’s. It’s really a a combination of habits. And who your audience is, and what you want to convey

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big bucks.

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Doug Crowe: Nobody finishes those. Come on.

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Doug Crowe: I mean. You see, I’ve seen books are like, you know, 7 800 pages

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Doug Crowe: like, who’s going to fish out. You’re not, You know, a Jake

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Doug Crowe: aside. Most books that do well in the business world.

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Doug Crowe: our ones that could be consumed on a flight from New York. To La! I can read this thing for 4 h.

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Doug Crowe: So making a book. That’s

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Doug Crowe: you know, 35,000 words.

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Doug Crowe: 100 4,050 pages. That’s good for a business book. You get an idea across. Tell a story, Boom. Get it done 200 pages. Yeah, it’s okay. Anything more than 3 or 400 pages is is pretty. We’ve only done a couple of those.

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and it’s got to be very, very compelling, and you gotta have a really good

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Doug Crowe: game of thrones subplots to keep that thing going.

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Doug Crowe: Otherwise, people getting a board never finish your book in terms of the creative side getting it out of you.

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Doug Crowe: Whatever works you’ve got to do it in Chunk. You can’t do it 5 min a day.

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Doug Crowe: I wouldn’t recommend writing, you know anything less than a a few pages a day or chapter a week. Whatever. You can pull off. Our journalists interview our clients for 1 h a week, and then we transcribe and and do some editing on it, and get it back to them. So I would say, whatever your lifestyle is conducive to

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Doug Crowe: make it fit for that. But consistency will be the key.

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If you start and stop, and they’ll come back for a year or so.

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Doug Crowe: You’re gonna hate it. You’ll never get a finish, so makes the commitment to start. Set the schedule, whatever it suits you and get going, whether you do it yourself or hire somebody else out.

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Doug Crowe: You gotta have a team.

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Jennifer Glass: Okay.

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Jennifer Glass: So, Doug.

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Jennifer Glass: now that we have this idea.

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Jennifer Glass: we have the timing, we have the process. We have the

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Jennifer Glass: know how, if you will, in terms of getting all of this down and moving forward

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Jennifer Glass: the next step, once everything is written, and we go through the editing things.

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Jennifer Glass: A lot of this then comes down to the marketing in terms of getting your buck out there because you’re writing this for some reason. Now, some people are writing, and I know that I spoke with one person who wrote his book

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Jennifer Glass: solely as a means of being a memoir to his late wife.

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Jennifer Glass: and was a reason to be in.

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Jennifer Glass: you know, whatever it was that he wrote, and it was several 100 pages as a you know memoir to his late wife. But when we’re looking, though at what it is that we may need to be doing really going forward.

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Jennifer Glass: What is the first step in looking at the marketing. Now again, we did the pre marketing the book. When we did the book cover, we did the content. We did the reviews

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Jennifer Glass: things on those lines. But is there anything that we need to still be paying attention to? Is the vanity of saying i’m an Amazon bestseller really gonna be someone that’s gonna make a difference. And who we are as a buck, or how does that

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Jennifer Glass: fit into the process?

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Doug Crowe: It’s it’s a great question. Unfortunately, most authors that I’ve run across start their marketing when their book is done.

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Doug Crowe: and they spent

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Doug Crowe: maybe a year crafting it, and, like you said writing it.

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Doug Crowe: getting it, you know.

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Doug Crowe: professionally laid out

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Doug Crowe: that which is a important part about marketing. The proofing and layout has to be done, so it feels to both left and right, Brainer. So we really encourage people to have call out boxes, bullet points, graphics as possible to break up your manuscript. Otherwise it looks like a novel, and you better be an exceptional writer.

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Doug Crowe: They keep some of the attention. Just the words. So breaking up the the manuscript with some visuals is always a good idea.

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Doug Crowe: But marketing a book. If you wait until the book is done.

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Doug Crowe: Nothing wrong with that, it’s just gonna take you a lot longer to monetize and get an roi on it. I mentioned earlier in the in the show that

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Doug Crowe: when you do the research piece there’s a way to Pre. Sell your book. Some of our clients is pre sold their ideas and books by talking to people, talking to future readers and getting them to include their stories in their book.

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Doug Crowe: So.

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Doug Crowe: man, there’s so much to say in this.

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Doug Crowe: I’ll give you an example.

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Doug Crowe: One of our our our

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Doug Crowe: our clients

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Doug Crowe: was working. He’s a non-fiction guy he’s going through cancer. It’s terminal.

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Doug Crowe: but he’s very, very, very active

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Doug Crowe: in a couple of big business groups, so he mentions them in the book

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Doug Crowe: he’s going to be speaking at their conferences.

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Doug Crowe: And.

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Doug Crowe: my gosh! There’s a very good opportunity for him to actually move tens of thousands of copies because of who he talked to when he was writing it.

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Doug Crowe: So when you’re doing your marketing, think about that before you write it. Who are you going to market to.

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Doug Crowe: unless you know. Give me an example. Let’s say you’re i’ll go back to manufacturing that’s kind of a boring one. Let’s say you’re you’re doing about manufacturing best practices for organizational development or something like that.

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Doug Crowe: If you would then go to

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Doug Crowe: the Manufacturing Association

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Doug Crowe: and say, i’m working in a book in our categories to serve our audience.

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Doug Crowe: Who who do you recommend? I talk to? Oh, talk to Bob. He’s a former president. Blah blah blah talk to this guy. Talk to that guy.

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Doug Crowe: and once you start getting high level, people

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Doug Crowe: who are influencers in a large demographic

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Doug Crowe: when you have conversations with them, and if they put their story in a book. Oh, my gosh!

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Doug Crowe: You know it’s it’s a beautiful process. We’ve done this a few times. Now, where we bring in these luminaries early on to just assess the cover to just look at the table contents.

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Doug Crowe: Not all of them. A few of us are adding, hey, I got a story for you.

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So now, when the book comes out a year later.

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Doug Crowe: Hi, this is this bob from a. Rp: oh, yeah, you know you’re in Chapter 3, 7, and 9 we are.

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Doug Crowe: Oh, yeah.

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Doug Crowe: Can we put that in the Arp website and the bookshelf? Yeah, No problem.

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Doug Crowe: It’s not a sales call.

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Doug Crowe: You’ve collaborated with these people early on in the process. So now in the book comes out. You got a built in the audiences of hundreds of thousands, even millions of people

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Doug Crowe: so marketing wise. Think about your audience. Take it, that individual reader, and then think about who they respect, what large groups they belong to, and bring them in on the process for stories, feedback.

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Doug Crowe: but most importantly for relationships, because even though not the book, if you’d ask them their opinion, hey, my book. Remember that survey you took last year the book’s coming out. Can I send you a copy?

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Doug Crowe: Yeah, sure.

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Doug Crowe: you’re not making a sale? You’re giving a copy to someone who’s probably getting can influence hundreds of thousands of people, and maybe

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Doug Crowe: they’d want your book for their whole audience. So

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Doug Crowe: that’s the that biggest

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Doug Crowe: piece of

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Doug Crowe: wisdom that people Don’t normally do is to market early and often once the book is out.

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I’m doing a webinar in in February.

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Doug Crowe: and how to launch a book in 2,023. It’s going to be an hour long. It’s going to cover kind of a checklist.

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Doug Crowe: There’s a 1,000 things you can do. I recommend people do about half a dozen of them to not go crazy. But

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Doug Crowe: the biggest

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Doug Crowe: hmm fundamental that is to not talk about your book too much because people get bored.

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Doug Crowe: you know, you look at, take a look at your social media or email stream. You talk about the same thing over and over again.

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I’m going to tune out

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Doug Crowe: your job

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Doug Crowe: is to get advocates. That’s why i’m really hot on the Bring the advocates in before you write it. But once your book is out.

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Doug Crowe: One of my friends built a launch team of over 1,200 people

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Doug Crowe: just by saying, hey? I’m going to be launch this book. I’d love for you to be part of it.

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Doug Crowe: and he sent him a copy blah blah blah. He spent a good chunk of money, getting his book in front of the hands of his friends and associates whatnot. Whether they had an audience of 10 or 10,000 didn’t matter to him, but he had 1,200 people who knew about his book had a copy giving him reviews.

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Doug Crowe: and now they’re really ready to do the launch. That was like a soft launch, because hard launch will be to millions of people, because again relationships.

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Doug Crowe: But the social media email thing adds, that’s pretty much you can Google that and find a 1,000 ways to market your book.

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Doug Crowe: I’m: i’m really big on

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Doug Crowe: building audiences and relationships early and often as a way to not tie right your audience and to, you know, have a lot more impact.

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Jennifer Glass: hey?

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Jennifer Glass: So let me ask you. Going back to that question is the best seller.

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Jennifer Glass: Vanity of saying I’m an Amazon bestseller. Forget the New York Times for a moment, because, like that’s the big.

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Jennifer Glass: you know official New York Times bestseller as a big to do, but

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Jennifer Glass: right.

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Jennifer Glass: but saying i’m an Amazon bestseller

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Jennifer Glass: is that like the thing that we should all be striving to get to. Is it just a vanity? Because I managed to game how the algorithm works?

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Doug Crowe: It’s a interesting question, because I’ve been on both sides of this sense

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Doug Crowe: when I got started, and I learned the algorithm learn how to do it. I pitch that hard to my customer. Oh, yeah, I I guarantee you your Amazon bestseller. I still say it.

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Doug Crowe: I just don’t lead with it.

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Doug Crowe: because yes, it is easy to do. There’s a very famous blog post. You can look up about a guy who took a picture of his foot

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Doug Crowe: and made that picture a best seller on Amazon. So yeah, it’s definitely vanity.

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Doug Crowe: And

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Doug Crowe: if I have to choose between being a New York Times bestseller.

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Doug Crowe: or are making impact with the 100,000 people.

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Doug Crowe: be much better off, Make an impact on 1,000 people, because even New York Times

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Doug Crowe: skews their stuff. It’s a complete arbitrary there’s some data they put in there. There’s a lot of arbitrary opinions on what they value this this team of people.

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Doug Crowe: So the best seller thing is important for your branding, perhaps.

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Doug Crowe: But Don’t don’t depend on that to make a living.

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Doug Crowe: I would use it like as a badge and metal. Okay, done that move on, because for in again, in my case, a lot of my clients cases, not all of them, but most of them. They’re a best seller for about a week, and then they’re not.

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Doug Crowe: So.

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Doug Crowe: you know. You ran the race back in 84, you still going to talk about it in 2,023. I don’t know

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Doug Crowe: you know

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Doug Crowe: do it once, do it twice, but then get to work.

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Jennifer Glass: She.

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Yeah.

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Jennifer Glass: So

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Jennifer Glass: let’s take a step forward from here. I’ve got the book

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Jennifer Glass: I got it published. I’ve got the sales. I’ve got the impact coming in.

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Jennifer Glass: Is there anything else after that that I need to be thinking about? Do I want to be thinking I need a follow up. How do I?

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Doug Crowe: For sure you realize most people don’t read anymore? Right?

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Doug Crowe: I i’m in. I’m in an industry where people watching more videos and reading books. Now

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Doug Crowe: it’s still popular, because it’s easy to make a video. It’s hard to write a book. So there’s always going to be that like Well, cache of I’m. An author versus I’m. A blogger

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Doug Crowe: or a video person. So. But

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Doug Crowe: the same thing could be true for monetization. A book cost 20 bucks.

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Doug Crowe: It takes a year to create

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Doug Crowe: a video course, could take a weekend and go for a $1,000.

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Doug Crowe: That makes it. That’s strange, right? It could take you less time and effort to create a course or on your book, but it could be worth a 1,000 times more.

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Doug Crowe: So, no matter what you write, fiction nonfiction

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Doug Crowe: that doesn’t matter. Now, autobiography does not matter. You should be able to create other products and services around the theme

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Doug Crowe: around the takeaway around the idea, and anything you do

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Doug Crowe: it doesn’t matter what it is. Even I’ve talked to some fiction authors where I’ve talked about product placement. You know you’re talking about a certain scene. Put a proc in there in a link, you know some. It is so sorry, and I say it today.

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Doug Crowe: Put a link in your ebook and having people order it.

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Doug Crowe: you know, to get enough traction. You make some money on it.

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Doug Crowe: but course works consulting retreats, webinars, seminars, workshops.

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Doug Crowe: ebooks, physical products. There’s so many ways to monetize your idea. A book is the least lucrative way to monetize it. But as the largest amount of authority and respect, so use it, leverage that into anything else you want.

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Jennifer Glass: How do you mention the product placement as one of the things that you can possibly do? I mean I got in on a Cnbc.

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Jennifer Glass: Remember in the I think it was a gam of thrones.

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Jennifer Glass: I think it was a finale where there was that quote unquote Starbucks cup of coffee that was on the table in one of the scenes.

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Doug Crowe: No, I didn’t hear about that. No.

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Jennifer Glass: So you must have been living under a rock problem. But anyway, putting that aside, there was a cup of coffee, and it turned out it was the craft.

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Jennifer Glass: You know the cares Co. Cup right. It wasn’t Starbucks.

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Jennifer Glass: But Starbucks got millions of dollars in value because everyone was assuming it was a Starbucks cup of coffee sitting on the table, and what was supposedly thousands of years ago, you know, in this fictitious world. But

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Jennifer Glass: when we’re looking at what happened, though, and I actually got it on Cnbc. Because it was a restaurant in France. I think it was the Hawks More restaurant, if I remember correctly, where the Somalia accidentally assumed that the price couldn’t have been what it really was for the bottle of line.

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Jennifer Glass: And so he moved the decimal point over 2 places to the left.

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Jennifer Glass: and, you know charged

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Jennifer Glass: significantly less for the bottle of wine than it was supposed to be.

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Jennifer Glass: You know. I think it was supposed to be 6,700 year when he charged 67,

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Jennifer Glass: and the restaurant ended up getting a ton of free plus

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Jennifer Glass: because of this exact issue. I was always talking about the restaurant. And so when I was on Cnbc, I said, yeah, just go back to that Starbucks cup of coffee. It’s the exact same idea people are talking about you, and so you can be using that in your book, too, how you can be using the book to get all over the place. I mean, we see how different ways everyone starts talking about. Oh, yeah, Did you see this book? You know.

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Jennifer Glass: Whatever it is? I mean, they say no publicity is bad publicity as long as they get your name right? Yeah. So if you go out there and you’re betting your book, seen you’re getting it.

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Jennifer Glass: you know, again one of the late night shows even has Don’t read this book.

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Jennifer Glass: But when they get you with your book on the shell all of a sudden. Now people are like. Well, why shouldn’t I read it? You know what’s the crazy thing about this, and could be an easy way for you to still get significantly more eyeballs because somebody is going to be curious. Well, why shouldn’t I read it? So there’s all those kinds of ideas that we can be thinking about.

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Jennifer Glass: So, Doug, let me ask you now. So we’ve got the idea of the placement. We’ve got the idea of making it into additional pieces. We’ve got the idea of all of these

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Jennifer Glass: little bits that we can do to really monetize or further monetize our intellectual property.

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Jennifer Glass: What point

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Jennifer Glass: do we think, though possibly doing a follow up

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Jennifer Glass: if we do

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Jennifer Glass: to this particular book like, do we say second addition? Now do we say, you know, what are we doing? How do we start figuring that piece out.

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Doug Crowe: Great. Okay, Great question. I got 2 answers for you.

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Doug Crowe: The second one I’ll be interesting because one of my one of My friends did this on a second edition, and made that a lot, but he did a free book.

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Doug Crowe: and a second addition made him like another 30 grand on it. I’ll talk about that in a second.

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Doug Crowe: The first thing in terms of frequency, however, it relates to Amazon’s algorithm because they love new stuff.

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Doug Crowe: and after about 6 months, unless your book is selling it’s going to page 2 or beyond it’s going to be gone.

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Doug Crowe: So anytime you come out with a another book, you know the second edition or series 2 series 3.

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Doug Crowe: Yes, who is the number? One company, the Planet for Upsells

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Doug Crowe: Amazon. They’ve got a

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Doug Crowe: they got a patent on this. I’m pretty sure. But anytime you buy something. Oh, people bought this also like this.

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Doug Crowe: and if you’ve got one book, guess what’s below your book?

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Doug Crowe: Somebody else’s book.

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Doug Crowe: But the moment you have 2 or 3 or 4 books.

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Doug Crowe: they’re going to promote your other books underneath, whatever the person is buying or even looking at. They’re going to see your other ones there.

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Doug Crowe: So if you can have a if you can do a book a year.

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Doug Crowe: You’re going to be doing much better in year 2 than you did in your one and better than 3, and then you get into. That’s a great thing to do.

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Doug Crowe: So I recommend doing a book a year, if you can, or if there’s if there’s a reason to, maybe you just want the one book to build your legacy, or to.

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Doug Crowe: you know, to build your company, or consulting

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Doug Crowe: on the first point, though it’s a really cool story. I didn’t invent this on our own. Our our friends did, but he did a pretty good size launch with a free book, which you can do with kindle and make it free for a week or something. He did a really decent job, but he withheld back about 2030 of what he wanted to put in the book.

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Doug Crowe: and he did a very big launch. He spent some money to promote it to get. I think it was 20,000 downloads of his free book.

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Okay.

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Doug Crowe: Okay. 3 weeks later

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Doug Crowe: he does his updated version. He puts in some cool stuff, some graphs more content, and he had to hit a certain Number Don’t Cop on this, but I think it was about 30%

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Doug Crowe: new content and change content. So it was almost a new book, it, Val. It was valid as a legitimate second edition

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Doug Crowe: for $9 and 99 cents.

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Doug Crowe: Now, as we also know, Amazon is a smart company. When people buy stuff from Amazon. They buy your book.

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Doug Crowe: Do you know who they are? Do you have their email?

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Doug Crowe: They keep all that data. Data is is the real currency now, right. So he moved 20,000 free units didn’t know who they were.

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Bye.

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Doug Crowe: when he launched his

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Doug Crowe: updated or his, you know second edition

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Doug Crowe: and put a price on it. Guess who mailed for him

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Doug Crowe: Amazon.

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Doug Crowe: because they had already moved 20,000 free books. And now here’s one for 10 bucks.

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Well, heck.

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Doug Crowe: and this is probably automated right? Because okay, great. Here’s the updated version. Click, go! It goes to all 20,000 people

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Doug Crowe: for 999. So he he did it. They didn’t have to buy that. They keep the old one, but a good percentage of them clicked for 10 bucks more because he did a good job in his first edition to get the updated version.

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Doug Crowe: So he made. He made some cash on that. So that’s a

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Doug Crowe: one way to you know leverage the system a little bit with amazon’s

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Doug Crowe: hold back on data.

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Jennifer Glass: That’s definitely a great way to do it, I mean for me, what I did was I put in my book? I said, You know I’m limited in the number of pages that I can possibly have.

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Jennifer Glass: So I recorded this video for you

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Jennifer Glass: and gave a URL for them to go to and ask them to put in their email. And it sent them my my video

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Jennifer Glass: as an auto responder sequence. And so I got people’s information when they were getting my book. Of course you know what is this free video that she recorded for us.

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Jennifer Glass: And so it’s a way that I can connect with you, and know a little more that you’re the one who bought my back.

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Doug Crowe: I love it.

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Doug Crowe: Yes, Thank you.

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Doug Crowe: You know Chandler Bolt is, I respect the heck I this guy he’s in our industry as well. He put his audio book, the link to his audio book.

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Doug Crowe: and the very first page.

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Doug Crowe: like before copyright. He put his opt in page in his book. Hey, if you, if you like this book click here to get my free audio book.

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Doug Crowe: So even if they didn’t buy his book if they’re just in the preview section previewing the book, they could see it like for a $40 value free audio book and get that

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Doug Crowe: through his website. Get the data.

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Doug Crowe: So even if they don’t buy, if you put that if you put that link early on

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Jennifer Glass: the

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Jennifer Glass: Great Way to do it. If I remember correctly, I think

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Jennifer Glass: if I remember correctly, like I said, I think Dan Kennedy has some of his books with that bonus in there as well. And for those of you that don’t know Dan Kennedy. He’s an amazing copywriter and one of my mentors. But so.

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Jennifer Glass: Doug, let me ask you.

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Jennifer Glass: and looking where the industry is going now.

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Jennifer Glass: right? I mean

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Jennifer Glass: the written word is not going anywhere.

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Jennifer Glass: but there’s a lot more ebook. There’s a lot more

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Jennifer Glass: shift away from the printed box, you know, trying to be green, but we’re still printing books and giving the mail. What do you think the industry is going to be? If you are looking at a crystal ball.

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Jennifer Glass: and the next say

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Jennifer Glass: 3 to 5 years. Where do you think the industry is going? Is it going to be? We’re still going to be having all of these bucks? Is it going to be a slight shift? Is it going to be a master massive shift? Where do you think that’s going

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Doug Crowe: Well, i’m a big science fiction fan. But i’m also a realist for what’s happening today.

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Doug Crowe: And for the past 3 years I’ve been following the whole AI thing, right? I’m like, okay. And I play with them like all that stupid, bad syntax, not good. And then the past few months, as you know, like oh, my gosh! This thing actually is putting out

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Doug Crowe: properly, format a decent content

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Doug Crowe: with no heart.

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Doug Crowe: but it’s decent content.

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Doug Crowe: So on on the creative side, not the consum consumption side, but on the creative side. AI is going to make a big difference in our lives.

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Doug Crowe: It’s going to help us generate ideas, create outlines, create copy.

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Doug Crowe: create specific sections of books.

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Doug Crowe: but it will be unable, I think.

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Doug Crowe: to ever get into the heart and soul of your own story. I believe that will still be protected until I becomes, you know.

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Doug Crowe: assumption being and can have its own soul, then maybe i’m wrong.

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Doug Crowe: So on the on the creative side be aware of what’s happening there, and

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Doug Crowe: I’m playing with it for short form and for outlines, but not for writing the book itself.

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Doug Crowe: We’ll see how that how that goes on the consumption side.

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Doug Crowe: My, I i’m gonna probably go one step beyond what people are thinking here. But yeah, digital print will always be there. I mean, John, Look, the card still had physical books and Star Trek. So i’m hoping he’ll still have some some physical books.

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Jennifer Glass: What do you think the future is going to be like as we move forward from here?

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Doug Crowe: Okay, there’s 2 futures. I see there’s a future of creativity and consumption

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Doug Crowe: on the creative side. I was never been a big fan of AI when it comes to writing, and this year. I’m: partly wrong. Okay, because it is actually graduating the point where it sounds like a human being. It’s it’s dramatically correct. The syntax is right. So AI in terms of writing simple things.

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Doug Crowe: Blog posts. Some.

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Doug Crowe: you know, outlines that that it’s working pretty well. Will AI ever get to be able to tell your own story. Get into your heart and soul.

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Doug Crowe: I don’t see that happening. But I could be wrong in that. But for right now story based, creativity is protected conceptual stuff for writing, not protected because the AI can do it faster than you can on the consumption side.

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Doug Crowe: Yeah, they’ll still be ebooks. I still believe in physical books as people like to hold something in their hands.

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Doug Crowe: But there’s another level there that’s going to shift, as we have more and more and more data and things to consume.

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Doug Crowe: We can’t consume it fast enough. There’s being more things produced than we could possibly ever see in our lifetime. There is a we. We are a wash and information and books.

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Doug Crowe: So

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Doug Crowe: Google needs his own Google right? I type something in what I really want. What I really want might be on page 5, or I might have to type in a more specific, narrow question.

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Doug Crowe: So I see the customization of content

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Doug Crowe: being a big move in the next 5, 10 years or so, or people will say, Listen, I really want to book about this.

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Doug Crowe: and the book can be created for you based on what you actually need.

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Doug Crowe: So, instead of one book going to many.

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Doug Crowe: it could be one book per person

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Doug Crowe: who they are, what they need and what their personality is.

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Doug Crowe: That’s my my vision of the future. Is

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Doug Crowe: your ideas could be customized to each individual reader

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Jennifer Glass: Very interesting.

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Jennifer Glass: very interesting how it can be customized to the individual person. So.

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Jennifer Glass: Doug, let me ask you, we’ve gone through all of these pieces, and really why it’s so important for us to be thinking about the book, how we can get the branding out there, how we can get the value from having a book.

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Jennifer Glass: and we mentioned the authoryourbrand.com/go website earlier. But other than that.

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Jennifer Glass: how can we get more information about you? How do we find you.

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Doug Crowe: I’m pretty accessible. I’m on Linkedin as Doug Crowe. I’m on Facebook, of course, theDougCrowe, because I didn’t get there early enough, but my email is [email protected].

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Doug Crowe: You can contact my cousin Russell not just joking on that one. But yeah. So Linkedin, Facebook, email, i’m happy to talk anybody. And the most important thing I could do, though, is that that that and validate the first piece of that for your listeners authoryourbrand.com/go, go there, click on that! Fill it out!

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Doug Crowe: Book a call with me. I’ll be happy to go through your book. Idea ideas, and give you some ideas to to narrow it down, to help you research it better, and to make it successful and get your goals met.

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Jennifer Glass: So

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Jennifer Glass: and so. What we want to be thinking about really is, how are you going to use that book? How are you going to use your intellectual property to your advantage.

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Jennifer Glass: The more that you can do that, the more that you can be focused on where you want to go, what you’re trying to do, and the benefits that you’re trying to really get is going to be the way that you are going to be moving forward. So, Doug, once again. Thank you so much for being my guest on the program today.

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Jennifer Glass: Check out.

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Jennifer Glass: authoryourbrand.com/go. So you can get into Doug’s universe. Get that assessment really valuable information and an incredibly generous offered. Thank you again, Doug.

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Jennifer Glass: for that.

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Jennifer Glass: and pay attention to where you want to go

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Jennifer Glass: right. The more that you see how you want to get there the better it’s ultimately going to be so that you can really figure it out

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Jennifer Glass: and start getting your buck out there. A lot of us have at least one story in us to get out. There is what is going to be different. What is it that’s going to be changing the world with your idea?

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Jennifer Glass: And if you know exactly what it is, it’s going to allow you to really get there on that note. This has been another episode of MOJO: The Meaning of Life and Business. , and until next time here’s to your success.