Non-Fiction

Bestselling Author & Speaker- Nick Boothman

Bestselling Author & Speaker, Nick Boothman

On this week’s episode we’re speaking with New York Times bestselling author, Nick Boothman. He’s taught his revolutionary techniques of rapport by design to thousands of corporations, colleges and universities all over the world, including Harvard and the London Business School. His first two books, How to Make People Like you in 90 Seconds or Less and How to Connect in Business in 90 Seconds or Less, have been translated into 30 languages.

Where it All Began

Nick Boothman was a fashion photographer for 25 years. Occasionally, he would be invited to and talk to camera clubs. On one such occasion, he figured his audience had probably read everything about photography and decided to flip the script.

His speech was five minutes of photography and 55 minutes on how to connect with people really fast. Later on, three people: a doctor, a teacher and airline personnel tutor came up to Nick and asked him to do the speech for their people. Specifically, they were interested in the 55-minute bit.
Nick then decided to become a speaker and do away with photography. The following day, after brainstorming with his wife, he rented half the ballroom in the local Holiday Inn and invited all his photography clients to his $28 speech. Just over 80 people showed up and Nick was thrilled.

To develop his new career, Nick realized he needed a book, and preferably a best seller with a killer title. He vowed not go out or get dressed that day until he’d written 1,500 words no matter what they were. He eventually wrote a self-published book.

Before even creating a finished and polished copy, one speaking client asked Nick to carry his book for the speech because he kept saying he was writing a book. A local publisher with a basic Xerox machine printed off 200 copies of the book, which was all Nick could afford.

Noting the high demand for his book after the speech, Nick set aside 10 copies of the book and sent them to New York Founder, a top literary agent that wrote the book, The Complete Idiots Guide to Getting Published. The agent found Nick a conventional publishing house and in no time, Nick had a contract and a six-figure advance.

Desperation is the Key to Success

Nick Boothman discovered that it’s not enough to want to be a speaker or an author. When you put ourselves in a position of desperation and your goal becomes a necessity, you start to find several resources within yourself.

Nick was desperate when he arrived in Canada. He succeeded because he had no choice. He literally sold his camera to ensure he invested all his energy into becoming a speaker because it was the ultimate goal. He did this despite getting offers for $3,000 photography gigs at a time when he was broke.

Importance of Eye-catching Titles

For his first book, Nick came up with the killer title “How to Make People like you in 90 seconds or Less.” When he presented it to Jane Somerville, she introduced him to their acquisitions editor and bought the world rights. Nick left her office with $10k advance and a contract.
Nick reveals some secrets about his titles:

•Beneficial
The title must have a benefit in it, either implied or definite. If you buy a book called The Barbecue Bible, it’s obvious what that’s about and what the benefit is.

•Easy to understand
The should be something around the title that help bookstores or book reviewers, know what section of the bookstore it should go in. If you write a book called Fast, for example, and bookstores don’t know where to put it, the book will get lost in the pile.

•Addresses your audience
If it’s a book about cooking, who is your primary audience? It’s not food lovers and cooks. It’s book reviewers, book bloggers, and television and radio segment producers. These people can put your book in front of lots of other people. No one’s going to buy your book if they don’t even know it exists.

 

Secrets to Rising to the Top and Staying there

Nick is a Workman author. Workman is one of the top non-fiction publishers in the world. However, what made Nick’s books sell is not something that’s exclusive to traditionally published authors. In fact, as a self-published author or an aspiring one, you can become a bestseller too.

•Publicity
Nick’s book tour was packed with activity. In a 20-day tour, Nick did 6 early morning TV’s, 6 drivetime radios and 6 newspapers because they won’t do printing until the next day. He also did half hour interviews for special programs and then the day would end with a book signing.

It goes to show that publicity cannot be underestimated. Nick acknowledges that there are so many agents and so many publicists and it’s much harder to get the attention of influencers.

•Get a following
Having a following makes publicity so much easier. You can make yourself a regular on podcast shows, for example. Get onto radio shows. Ultimately, it boils down to desperation. It makes you willing to do what other people wouldn’t be willing to do.

•Don’t get into a Comfort Zone
Although he is no longer desperate, Nick has not stopped pushing his limits. In January this year. he spoke and traveled more than he had ever done in his entire career. He spoke in Toronto, L.A, San Diego, Orlando, again in Toronto and twice in Tehran. It was a six-figure month.

•Tenacity
Ken Dunn has witnessed firsthand, the last 18 years of Nick’s journey. He is baffled by Nick’s resilience and tenacity. Probably the biggest takeaway from Nick’s story for anybody that is trying to become successful with a book is the tenacity that’s involved.

 

Writing A Sellable Book

Nick’s book has helped hundreds of authors to actually write their books. Several people say they want to write a book and either they never start, or they start, write Chapter One then spend the next four years polishing paragraph three on page two. They never get to the end of it.
Nick’s idea was to help people to write a sellable book: you have to first write the book. His technique has been demonstrated at workshops where people would arrive at 5:00 on Friday and leave at 3:00 on Sunday with a complete finished first manuscript by using this system. It’s a pretty basic and unedited manuscript but it now exists.

From there, you can move on to the next steps to create a bestselling book. Nick calls it “writing madly”. Basically, it’s automatic writing, where you write without stopping once you know what you’re going to be writing about.
Hundreds of authors have followed Nick’s advice in the book and managed to write their books. You can visit WASBfreebook.com to get a free copy of the book. You only pay for the shipping.

To get in touch with Nick, visit Nicholasboothman.com

Stay tuned for the next episode of Bestseller Confessions

Edgy Conversations – Dan Waldschmidt

Edgy Conversations with Dan Waldschmidt

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Dan has sold tens of thousands of copies of his book, “Edgy Conversations.” It’s hit three international bestsellers lists. Dan’s story goes from 20-year-old tech company CEO, getting parlayed into a consulting practice, and now he’s on a mission to make the entire world “edgy”. How did this all start? What’s the background behind this whole brand? According to Dan Waldschmidt, he knew that he had a unique ability to see things that other people didn’t see. After spending four years digging into that, he realized that instead of introspecting, he needed to find out how ordinary people, who are not born into rich families, achieve success. That became his great experiment and set the birth of a book in motion. 

Traditional vs Independent Publishing

  • Dan chose independent over traditional publishing despite getting several traditional publishing offers. The latter conflicted with his preferences, which included:
  • Writing a book that was short and powerful as Edgy is a pretty thin 180-page book. The publishers wanted a 300+ page book on success because if it was heavier, it would sell more copies. 
  • Color, silky-smooth paper, and illustrations There’s a lot of color in and on the book. It’s full of illustrations too. The bulk of the publishers wanted to dictate having the pictures at the beginning of each chapter. Dan wanted to be unconventional and put them in the middle as well.
  • Keen to detail He wanted every detail to be amazing. The cover needed a special feel. The book’s cover is actually embossed, has three different layers and the pages inside are like a magazine.

Dan managed to find an independent publisher who did not think he was crazy and actually gave him other options to make the book even more impactful. They worked to build a book that calls to you from across the room; thus the red. They wanted people to pick it up and delight in the cover that feels like rubber.

Building Up to the Launch

At some point, Dan realized that his network was limited. He had a certain sized network, like most authors who are trying to make a breakthrough. What if you could grab other people’s networks as well and get them excited about the book you’re creating?

Dan went out and created what he and his team called “boxes of awesome.” They were bright red with Dan’s logo plus “this is a box of awesome” imprinted on its cover. He then created 125 different boxes for the top 125 experts in the sales marketing business including John Jance, Keith Ferrazzi, and Seth Godin. In each box, he put brown leather boxing gloves, his book and other goodies such as notepads and calendars. Each boxing glove cost as much as $200. Next, Dan wrote 125 notes, one by one. He found a page in his book that was interesting and ripped it out. Using a black Sharpie, he wrote a note on that page out of the book and say, for example, “Hey, Ken. Dan Waldschmidt here. I’ve enjoyed your friendship and I’m so glad that you’re changing the world. I’ve written something that I think can change the world, and I’d love for you to take a look at it when you have time.”

About four weeks after sending the boxes, Dan had powerful people with huge networks sending him messages that complimented him on the book and wanted to know how they could help. The door to their audiences was open. Thanks to this, Dan generated thousands of pre-orders ahead of the launch. He had to move the launch from February to April to accommodate the pre-orders.

One of those who received the boxes introduced Dan to an owner of a major leadership company that bought 10,000 copies of the book before the launch. Everything he ever thought about scale went out the window. You have to make sure you’re working with a good publisher who can manage to print the books and have them in the right places when needed. Fortunately, Dan had a seamless launch. Dan used a strategy that a lot of people call “Dream 100.” It refers to identifying a list of people that can help your success, loving on them and sending them packages in the mail — in Dan’s case, the boxing gloves. It requires giving them enough value that they want to know who you are and keep adding to their lives without any asks so that they will in return do something for you.

Secrets to Becoming a Bestselling Author

For Dan, three things were key to becoming a bestselling author: 

  • Develop your own style. Dan used his blog before he wrote the book to tease out the ideas. He started blogging in 2006 and didn’t start writing a book until 2010. He had four years’ worth of writing experience earned from writing every day. You develop your own writing style. Dan’s style is very short, choppy sentences; almost a book full of tweetable quotes. 
  • Your Network is your Net Worth. By the time he started writing a book, he was already on popular lists. Dow Jones, Wall Street Journal had already ranked Dan’s blog as one of the top seven blogs in the world. Dan was on sales impact lists of top five sales experts along with Grant Cardone and some of the best guys in the world. He was already sharing his wisdom and insights into the world and developing relationships with renowned people. When Seth Godin wrote his most recent book, four years ago now, Dan interviewed Seth and cut the hour-long interview into five videos. Anyone who signed up for the newsletter on his website would receive the request to be sent a five-part video series with Seth Godin. It automatically created credibility. 
  • Get Personal! It’s important to take a personal interest in people you want to network with and for them know your name.

Free Books and Free Advice!

After selling tens of thousands of copies, Dan is giving away “Edgy Conversations.” People are only paying $7.95 for the shipping. Why would Dan do that? After selling thousands of copies, he believes that it’s time to give back. Although thousands of people have read the book, there are many more whose lives will be impacted by the chance to get it for free. In fact, Dan will probably sign it. He signs most of them. So, what’s the bottom line? 

  • Write a good book. Don’t be lazy.
  • Build your network and following. One of the biggest fallacies out there is that your publisher will do most of the work for you. You should know that it is up to you to build your network. You may not have a network now or even have a blog and that’s okay. Sit down with a pen and paper and pan out the Dream 100. What are 25 gurus in the space that you’re writing? What are 25 authors? What are 25 leading consultants? What are 25 famous speakers in your space? Write their names down and then begin to learn a little bit about them, message them, reach out to them, ask for their help. Build relationships with those people now so that when it’s time to launch, you’re ready to go.
  • Save for Future Investment. Publishing and marketing can be expensive but don’t skimp through it. It costs real money to write, publish and market a book. Fact is, you have no chance of being successful if you’re not willing to invest in your own success.

You can pick up your free copy of Edgy Conversations at freeedgybook.com

Worth Every Penny – Erin Verbeck & Sarah Petty

Worth Every Penny – Erin Verbeck and Sarah Petty, 

Many small business owners feel pressure to discount their products and services, especially when times are tough. After all, how else will they keep up with the low prices offered by their discounting competitors? What they don t realize is that discounting is the last thing they should be doing if they want to win big.

 It’s every author’s dream to hit the most popular best selling lists. You must have heard a lot of dos and don’ts concerning the topic. Wouldn’t you rather learn the secrets right from the horse’s mouth? This week, Bestseller Confessions squeezes the truth out of one of the world’s most elite New York Times, USA Today, and Wall Street Journal bestselling authors – Sarah Petty and Erin Verbeck, the authors of Worth Every Penny.

The Background Story

The success of Sarah and Erin’s book cannot be understood without telling the story behind how and why they wrote the book and what the book talks about. According to the pair, they were not really passionate about writing a book. They simply happened upon a message that they needed to get out there. The two unconventional authors have Marketing degrees and we were working at an ad agency. After her pregnancy, Sarah decided to start a photography business, something she had been doing as a hobby for years. She began to help top photographers in the country with their marketing while she acquired photography skills.

The beginning stage of the book was born as Sarah began to figure out how she could compete in an industry where customers owned cameras too and could take photos for free. Why would they pay for her services? Soon Sarah started speaking in the photography space and began creating products, and that’s when Erin joined the band. Together, they realized that there’s a huge need out there.

The duo started defining what boutique was in the photography industry and put out an eBook. Taking advantage of digital marketing, which was just starting to take off at that time, they grew an email list of 3000 people and ended up having 10000 people download the eBook. They then had the idea to turn the simple 35-40 page eBook into a comprehensive book. Their goal was to position themselves ahead of everyone who was out there teaching business to photographers. A book would help to distinguish them from the crowd.

Settling on a Publisher

Wary of pouring too much attention on the book and forgetting their business, Sarah and Erin decided to explore their writing path gradually. They were only going to continue if they felt comfortable with the progress. They were set on their desire for a hard cover book and being on business shelves with the likes of Seth Godi n. After discarding several publishers, they finally met Clint Greenleaf, the founder of Greenleaf Book Group,  and found a model that met all of their needs. Meeting the Greenleaf team sold them on actually creating the book in the first place.

There are few of the reasons they decided on Greenleaf, which is a hybrid publisher:

• They needed beautiful visuals for their book to pair with their boutique business.

• They wanted to own the content and not give it up to the publisher.

• They need a publisher that wasn’t going to make them do things that they didn’t want to do to promote the book such as going on an extensive book tour. Their love for family and their business wouldn’t let them.

Greenleaf checked all those boxes. Additionally, the publisher got them national distribution for their book, which was excellent because Sarah and Erin didn’t want the hassle of doing that.

You have to Make a Financial Investment

The duo had to pay for the printing of the book. Fortunately, their company was doing well. It goes to show that self-published authors, the most successful ones, are investing in their books, financially! Ultimately, it helps to propel independent authors to the bestseller lists. Worth Every Penny is great example of that, because Greenleaf is technically a self-publisher. By definition, that means you, the author, control the rights.

The Secret to Getting Killer Endorsements

One of the most convincing aspects of Worth Every Penny is the endorsements. They include Seth Godin, Michael Gerber, Anita Campbell, Brian Tracey, and Pamela Bruner.

• Don’t sell yourself short!  

First off, anybody can do it! Neither Sarah nor Erin had any fancy connections  to earn the endorsements. The pair built these relationships one at a time. If you assumed that the publisher worked for Worth Every Penny’s endorsements, sorry to disappoint.

• Give before you can receive/ask.  

Sarah and Erin created relationship by giving first. Writing articles and helping before they asked  for anything. Sarah confesses that they still send holiday cards  every year thanking them for everything they’re doing, and reads their blogs regularly.

One of their biggest advantage was Sarah being featured in a national professional photographer magazine. She pitched to the editor, about interviewing some of these cool people like Michael Gerber, who wrote the e-Myth, and Seth Godi n. With Michael Gerber, for example, his wife – Luzdelia, personally called Sarah and suggested to have Michael write the forward. This was after Sarah and Erin took photos of the couple while creating an article on Michael. The call came after they sent Mr. and Mrs. Gerber some of the photos as a gift, plus an advance copy of Worth Every Penny.

 

Executing a Bestselling Book Launch

Hitting bestseller lists was another one top priority for the duo. They wanted more than just Amazon. They wanted an independent list to hit and so they asked around and found out that you HAVE to sell the books.

• Capitalize on your Email List

Being marketers, they leveraged their huge email list. They approached every single person that they had worked with asked them to buy the book. These include sponsors in the photography industry, partners, and  vendors. Some of these people bought their books in bulks of hundreds or thousands, which really boosted their sales.

• Create a Package

Erin and Sarah had an audience of photographers that probably preferred visuals to reading. So they bundled the book with something this audience wanted – education. They bundled their online courses with the book and it helped to sell hundreds of copies.

• Sell! Sell! Sell! 

The New York Times list gets  information from the reporting agencies. There are hundreds of retailers across America that are confidential reporting agencies. In order for a book to hit that list, in the first four weeks, that book has to sell more copies than everybody else, and the reporting has to come from at least four different retailers, none of which can be Amazon.

 

Advice for the Independent Author

Are you wondering about the next step after you’ve written that book? Sarah and Erin have some advice for you.

• You have to build an audience of followers. 

For these two co-authors, that was an email list built from years of giving. The pair were  emailing their list a couple times a week and inviting them to webinars, teaching them,  and updating their blog. They spent so much time giving that when it came time to ask it didn’t feel weird.

• Don’t sit with the book and wonder, what next? 

Erin and Sarah believe that you start figuring out how you’re going to sell that book at least two years before even writing. The brand should be built! If you want to be a best-selling author, you don’t want to start your business from a position of weakness. Begin by aggressively seeking out the reach and the ability to sell thousands of books.

• Have clear goals.  

Know why you’re writing the book because that’s going to inform a lot of decisions down the road. 

 

Whether you’re a non-fiction author like Erin and Sarah, or a fiction author, the advice that they’ve shared is priceless. In case you have questions or comments, you can find them at JoyofMarketing.com.

You can also grab a copy of Worth Every Penny on GoRead.com,  Amazon, or  Barnes and Noble.

 Feel free to write them a review, you never know where that might lead!

 

Episode 01: What is Bestseller Confessions?

The 6 Secrets Behind the Success of Best Selling Authors.

The New York Times, Wall Street Journal, and USA Today are responsible for some of the most successful authors today. These best-selling authors have the added advantage of traditional publishers with mega publicity and marketing budgets. It’s just not fair, is it? Today, you will find out the secrets behind their success. Regular self-published authors, like you, can leverage these steps to make a great living from their books. In the Bestseller Confessions Podcast, Ken Dunn, a major Crime Detective, Police Interrogator, Author, and Publisher squeezes the secrets out of bestselling authors and finally levels the playing field for everybody.

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1. Write an Amazing Book

Every author, either traditional or self-published wants to write an amazing book. Most, if not all, authors are actually driven by the belief that their books are amazing. Unfortunately, for most selfpublished authors, the decision to write an amazing book is often the last logical step they make in their endeavor. All you can think about is the moment when you hold that book in your hands. Does that sound familiar? It explains why a talented author would decide to hire an editor with no professional editing experience whatsoever. It could be a friend, a local English teacher or even cheap freelancer. These people will only offer “proofreading”. They will correct errors such as spelling, grammar, and punctuation mistakes. Proofreading is completely different from editing. In addition to proofreading, a professional book editor will focus on the plot of the story. An editor lays emphasis on your hero’s journey (fictional books) or reader’s journey (non-fiction books). They ensure your readers remain engrossed in the entire book, from cover to cover. When a book is truly amazing, somebody who doesn’t know you will recommend it to someone else who doesn’t know you. No metric beats such a sincere referral where there are no strings attached, no incentives or commission promised.

2. Build a Major Following

It is imperative for any author today to build a following and to keep them engaged. Capture and keep their attention; the success of your book depends on it. Prolific best-selling authors such as JK Rowling and Patricia Cornwell have a massive following on Twitter and Facebook, respectively. They strive to engage their audience. The readers are happy to be part of the authors’ journeys. Ken is building a massive Facebook following on his page – Bestseller Confessions. In a week, he has managed to grow his following by 10,000. He intends to have over a million followers within a year. That will translate to 1M+ authors all eager to develop the right strategies to create and publish successful books. In a paper called “A Thousand True Fans”, Kevin Kelly notes that as an author, you only need 1000 True Fans. Specifically, a True Fan is willing to spend $100 per year on your products. Collectively, the figures described raise $100,000. That’s a six-figure income, which most selfpublished authors don’t get to enjoy.

3. Create an Email List

Despite the evolution of email over the years, the purpose here is very precise: offer personalized communication. Emails allow you to engage with your readers on a one-on-one basis. Send them weekly and monthly updates to keep them engaged. For most authors, the biggest fear is to invest in emails only to end up on the audiences’ spam list. Look at it this way: if your readers were willing to provide you with their email addresses, it means they trust you and they would like to engage with you. Maintain that trust. You can also use emails to run promotions and make sales.

4. Develop Related Products

The most renowned authors are not just involved in writing, publishing, and sale of books. They have developed related products such as t-shirts, hats, and online courses. The product doesn’t need to be profitable, it just needs to raise awareness about your book and brand as a whole. JK Rowling, for example, is actively involved in fundraising and donating to charities. Aside from building her reputation as one of the most philanthropic authors in the world, it helps to promote her book and grow her following.

5. Have a Launch Offer

Successful traditionally published authors always develop a launch offer to hype the reception of their book. It marks the reason why 90% of the bestselling books achieve their success in the first month. Bookstores all want to be part of the launch and a good launch offer helps to boost sales. With a great following and a massive email list, you can promote your launch offer and build up the anticipation for your new book. Launch offers are limitless. It could be an invite to a private reading session, a podcast interview, or even a special training.

6. Maximize your Publicity

Lastly, Ken discovered that publicity is an integral part of bestselling authors. Media channels are the perfect avenues to promote yourself and your book. Today, media outlets have greatly evolved. Podcasts have become one of the most popular media channels. Ken’s podcast “Bestseller Confessions” is one of the millions of podcasts available on the internet. In the US, 44% of the population (124 million) has listened to a podcast. Bob Burg and John David Mann, co-authors of “The Go Giver” foresaw this massive growth years ago. They decided to invest their time, money and effort in every podcast interview they could land. It was all in a bid to grow their audience and sales. The risk paid off and the duo sold millions of books thanks to the podcasts. The playing field is beginning to even out. By implementing the secrets of prolific authors, any author stands to achieve great success. Self-published authors now have a chance to reach the top. The steps described here are just a tip of the iceberg. The Bestseller Confessions podcast will host hundreds of the world’s bestselling authors, who will help you to analyze how these secrets have boosted their careers. Stay tuned!

On this episode Russell talks about knowing the history and math of your industry to be able to grow your business. Here are some awesome things he discusses in today’s episode:

  • Why knowing the history of your industry will make it easier for you to market and grow your business.
  • What it means to know the math of your business and why that helps it magically grow.
  • And Why it’s important to remember that you are not entitled to success just because you worked hard.

So listen here to find out why if you know the history and math of your industry, you are more likely to have success within it.