Marketing your self-published book involves a lot of focused work, typically as much work as it took to write the book in the first place. But without marketing your book, no one beyond your friends and family will read it. This course will empower you to market your book effectively!Sign Up to Watch
- Okay, so let's get into it. Let's talk about the tools you will need before marketing yourself. Okay, so Clay, you've done these super-moves for your various books that you've published. So why do you need these different things? Walk me through the different specific tools that you need before marketing yourself and self-publishing a book. - Well, first thing is I would say, if I was a Thriver, I'd be asking, "Have you ever written best-selling book?" That'd be the question I would ask. And so, I have worked with a lot of clients that we've actually helped them become best-sellers, yes. So, yes, I've done that. Me, personally? No. Why? Because I don't sell books as my primary focus in life. Whatever I focus on, I'm always successful at. So focus means focus on core tasks until success. Whatever you focus on, you'll be successful at. If you focus on TV all the time, you'll probably be a good TV watcher. You focus on biking, in your case, you'll probably get good at fitness and biking. So the thing is it has to become a focus. And so right now, I just wanna show this picture I drew up here. This is your book, and it's kind of like, not necessarily you, but this is just what's happening. The book, it's kind of drifting around space. It's just kind of flying around here, it's all over. And it's not necessarily a focus. This is the planet, this is our day-to-day life right here, this is what we're doing every day, this is the planet Earth, but over here, this book is, it could just kind of drift around. So I'm trying to bring it into focus. Really just This is how we do it. So, if we're gonna focus on it, and I know you are, you're a diligent guy, so I'm getting into it. One, you have to have a website. And I would look at The 4-Hour Workweek, by Tim Ferriss, as the best case study ever on a book website. The second, that I love so much, because they do it right, is the website, if you just Google Jonah Berger, and the book Contagious. He has, in my mind, the second-best website ever made for a book. So I love Contagious, by Jonah Berger. He's a Wharton professor who's written a New York Times bestselling book, called Contagious. And also Tim Ferriss, The 4-Hour Workweek. Both of them were guys who hadn't been bestsellers, and then became bestsellers, without becoming famous first. So, a lot of people say, "Oh, it'd be easy "to sell a book if I was famous." So their website has to be world-class. And so, we've committed our Thrive team to help you. We have a, kind of a, Have you ever been to In-N-Out Burger before, John? - [John] No. - Well, it's a hamburger joint that's in California, a lot of the West Coast places, and you can order items off the menu that they don't have on the menu. You can walk up and go, "I would like a hamburger animal-style, bro." And they go, "Oh, wow, you're in the know." You can order stuff that's not on the menu. That's kind of what our web development service is. I own a PR firm called Make Your Life Epic, and we do web development, and at Thrive, we actually make websites for Thrivers all the time. So we're gonna give that to you. So what we'll do is, we'll go in, you do your homework, and we'll make this for you. So the first stop is we need to make a world-class website. And we have trainings on what that looks like. We actually have a downloadable Marshall will make available to you, We can download that if you email email@example.com. We have a specific checklist of what that needs to include. The second is, you need to have a PR kit. I will provide you my PR kit. So you can look at that, it's a downloadable we'll make for all the Thrivers available. A PR kit. A PR kit basically explains, it's a very professional headshot of you, it has your bio, it has career highlights, it has interesting factoids, it has case studies, examples of proof that you know what you're talking about, it has to be world-class, because if you're going to do a book signing or you're going to do a speaking event or you're going to do a podcast or anything, they always ask you for a PR kit. It's a public relations kit. The third thing is, you need to have a logo. You gotta have a logo. It's a brand. It can't be just, "Here's my book title." It has to be a logo, and a brand, and a website. It has to happen that way, because if not, people just, again, people are skeptical. All of us go to the bookstore. When we go to the bookstore, if a cover doesn't look credible, we don't buy it. And the final is, all the branding materials must be first-class. If it's not first-class, it's last. So it has to look as good of a brand, frankly, as Apple. Just as good as Tesla. Just as good as Nike. That's who you're competing with. And everything needs to look first-class, 'cause when it does look first-class, people then go, "Wow." This is what happens subconsciously. "I'll check it out." This is what happens when it's second-class. They go, "I wonder why it looks so janky." "Why does it look so amateur?" "I wonder if his brother made it?" "Is this guy real?" So you really don't score points. It begs the question. The book's probably not good if the cover's not good. So everything about it has to be first-class. Before you even go out there and market it, you have to do these moves. And so many people get it wrong, they go out there and try to market it before doing these moves. They're like, "Oh, I'll see if it sells, "and if it does, then I'll invest in a website." No, you literally have to do all four of these. Is there any questions you have about that, or creating these items? Is that pretty clear for you? - Yeah, there's some things I'm gonna have to work on. On a logo, and that. - And we, just for clarity, we are committed to helping you. So I am not committed to doing the marketing for you, but I am committed to helping you. So we will make your logo for you, we will make your PR kit for you, and that's something we are committing here to do. We'll do it for you. But the content that goes on it, the ideas? That's you. So we'll help you do that so it's not, and for Thrivers, just so you know, you probably need to hire either A, a graphic designer to do this, or B, reach out to us there. And we have a team that does a lot of these things very affordably for Thrivers. You just want to get it right. And all I can say is look at The 4-Hour Workweek. I would buy that book, I'd have that tangible book with you. I'd go to his website, I would look at how he does it. I would also buy the book Contagious by Jonah Berger and go to his website, 'cause that's who you're competing with. It's gotta be world-class.
- So we talked about some of the other things that we're going to get into in the next episodes here. Why is it so important to have a website and a PR kit when reaching out to these blogs and podcasts, Clay? Why is that such a crucial component to nail down before you begin marketing yourself? - There's a thing called the curse of knowledge that the Heath brothers have written about, they're Stanford professors. And what it is is that as you become more successful at anything, you forget what you didn't know. So you forgot what you used to not know. And so when I say things sometimes, you do an awesome job of asking the question behind the question. But the thing is is that for me, I just, I'm like if someone is not going to build a world class brand they're not going to be successful because I've seen it over and over and over and over. But I'll tell you why, if you an I go to the bookstore tomorrow and your book is on the shelf and it's a better written book than...can you do me a favor, can you do something kind of weird, can you walk over there to the bookshelf real quick and grab Winning by Jack Welch. And then grab the Trump book over there right next to the horse. Let's see if you can grab the Trump book here. And then, yeah, that'll be good, let's do that. And then, okay, and then grab The Starting Lineup of David Robinson, just because I need to have it near me for a minute. If you can grab that, that's all I need right there. To the left under, by the chalice, down there, right there, oh yeah, oh yeah. I can't believe you didn't know where that was. That's like...okay, let me just put that here, that's here. Let me just, it's kind of like QVC almost when Trump was selling his steaks. Alright so if we can pull the camera up on the Trump book that you have there in your hand. That book is called Think Big and Kick And it says there, Trump, everybody look at that, show that to our good friend here. Show it to John. Show it to the Thrivers, okay. So it says Trump, what do you see at the top? Trump. - Trump and Bill Zanker. - And Bill Zanker. The entire book is written by Bill Zanker, but only one small part, literally is an intro by Trump. But it sold millions of copies. Now look at the book Winning over there by Jack Welch. It looks world class, it's gold embossed. You see how the text jumps out. It just looks world class. And if you an I, as authors, can't see the difference between those two covers and what most self-published covers look like, we are missing it. And so, this Starting Lineup is still in the box. - [Marshall] Is that worth some money now? - To me, it's priceless bro. But I'm saying it's in the container. It's got my commemorative coin here. It's got the basketball card. I mean so if you're a collector, you're like, it's still in the box, wow, that's a, this is a good product, you know. For non-collectors, it wouldn't matter. But if I took it out of the box, the value goes down because it's already opened. If you think about branding is such a big part of our lives, we don't even realize it. The water on your desk right there, if we look at that, what brand is that, I don't even know what it is? Smart Water, Smart Water, it's so smart. It's like a big bottle, it's...somebody thought about every element of it and it's probably, you probably wouldn't even take a sip of water that I poured into an ambiguous bottle with no logo on it. You'd be like, hey would you like some water? I don't think so because it just looks sketchy.
- Think about a restaurant you go to, this happened to me the other day, I went to a restaurant. I'm old enough now where I keep referring to things the other day that happened like a year ago, has that ever happened to you, do you realize that's when you get older, when you have, that, and I keep developing nasal hair. - - I didn't know, I am not happy about that. Has that happened to you yet? - I don't wanna get into that. - I could literally weave a rug with my nasal hair, I could make my own rug, but anyway. So, I go into this Thai food restaurant, and I go in there and the place just looks sketchy. I mean, everything, I went there 'cause a client was like, "Hey, let's meet up for some Thai food, "I Googled a place, let's go." And we walk in and you're just like, "That tile looks disgusting. The tile just looks so gross." Then you kinda look up, and the ceiling tiles have water marks on them, brown water marks, and before we even sat down to order, the guy I'm with is like "I can't do it, let's go." 'Cause poor branding. It's how books are. - So, when reaching out to these next people that we're gonna talk about, they're going to do their due diligence. They're gonna go to the website. They're gonna see, immediately, the logo. They're gonna want to review some information about you, and if what you're putting out is not world class, then they're gonna be like, "I just don't want anything to do with this at all. "I don't wanna touch it." - That's the whole thing, we live in a very transparent society now, people can Google anything, so it's a deal where you have to give, we have a speaking event and the guy said, "Could you prove that you did win Oklahoma's "Young Entrepreneur Of The Year Award?" I'm like, sure, so I sent him a picture of the actual letter that was sent to me by the SBA, 'cause he wanted to prove that I am who I say I am. That's why people Google me a lot of times and find my Wikipedia, it's just how it is. Stuff I wanna help you with, we'll help you make a Wikipedia. These are things we can do, and when, you're a thriver, we're here to help you, we're gonna knock it out, so we'll help you with these tools. But other thrivers, I don't want you to leave feeling discouraged. We can make these tools for you as well. Okay, so we can do that, now, we have to keep the lights on, so we can't make everything for free, but we have packages we can do, or I recommend you find a world class designer, but it has to be world class! If it's not world class, John, you're just gonna, people won't be able to read your book. So it has to be world class or we can't, so if my designers make a design for you, and you, don't worry about hurting our feelings, if it doesn't look world class, just go, "Nope, let's make it world class." You just gotta keep comparing yourself to something exceptional, which frustrates a lot of people, and they'll start to label you as a narcissist, that'll happen a lot. So, for our elephant in the room, our men's grooming lounge, I was working with some builders and the guy was like, "Is it good enough?" He said is it good enough? and I said, "No!" He said, "What do you mean?" I was like, "It's not good enough!" We put in the agreement, I need to have this done, world class, before I pay you the final balance. I'm not paying you! "Well, I'm done." No, you're not! We've talked about it, this is what I want, it's world class or nothing, that's the whole mindset you gotta have with this book. Three quarters of the success of this will deal with all these branding things. What's crazy is a lot of people buy books now and don't even read, just be honest. Not you! Not you! But someone you know is buying books and not reading the whole thing. If that's you, just look ahead, don't look around, but, so the person next to you is doing this. The majority of people who buy a book only read the first chapter or the first part of the book. So, we've gotta make it a best selling book, cool? - Cool. So, as a recap, before you even start marketing yourself, you need a world class website, world class PR kit, and world class logo. - And we have all of these as downloadable templates, so you can have an example to look at.
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