The TRUTH About Writing A Bestselling Book

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YouTube Transcript: English (auto-generated)

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[Music]

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how many books you have down sex is it

00:05

do you member the names I’m wrong in

00:07

order totally fulfilled be a real-estate

00:12

millionaire your town your profits real

00:15

estate profits from home millionaire

00:17

success habits Vantage yes I got class

00:21

would yeah which is your favorite of all

00:24

your books it’s usually the one I just

00:27

got done with but the two but hands down

00:29

millionaire success habits and and

00:31

underdog advantage because it’s fun

00:33

giving people the foundation of stuff

00:35

you know it’s like you know this could

00:38

you do so well in your books it’s like

00:39

so many times people will give the

00:40

tactics but if the mindsets not there it

00:42

doesn’t work so it’s that it’s that non

00:44

going balance between mindset and

00:45

tactics so I love weaving the two

00:48

together and they use just like the

00:50

platform of here’s all the mindset for

00:52

all the things yeah so I’ll talk about I

00:55

don’t everyone got different writing

00:56

process and I wish my first from my

00:58

first book I asked more questions about

01:00

this because I didn’t know I’d OVA and

01:02

it was like it was so painful to start

01:05

writing the most painful experience of

01:07

my life was writing my first book yeah

01:08

every time so here’s like what was your

01:11

I process like on the first one and then

01:13

how is it changed or evolved like have

01:15

you right now so my first one I did one

01:18

thing I remember it’s a true story when

01:20

when I wrote my first book you’re gonna

01:22

think of mine I had never read an entire

01:25

book in my life cover to cover never not

01:28

one did you got it right without and I

01:30

write one and I felt like a complete

01:32

phony because I just had a message to

01:34

share

01:36

but I wasn’t a writer and I had been

01:38

listening to audios non-stop by then but

01:41

never read a book and it was just such

01:44

an intimidating process and I didn’t

01:47

have any structure and I didn’t

01:48

interview anybody I looked at a couple

01:50

of books and I remember I laid out the

01:52

chapters and I’ll tell you the

01:53

difference I know the first one I felt

01:57

like I had to start on page one and

01:59

write a linear book and that’s it was

02:02

like it it was so much work because I

02:06

was I would keep going back like now

02:08

maybe that shouldn’t be first I didn’t

02:10

think of taking all the pieces of the

02:11

puzzle and like laying them out and then

02:13

go through the parts okay let me just

02:15

fill these you know write these and then

02:17

stick them where they belong so that was

02:19

painful and then was even more painful I

02:21

get done and I hire an editor and I get

02:23

her on the phone and she’s so fired up

02:25

she’s like oh my god I want to work with

02:27

you you have more enthusiasm than

02:28

anybody and I fly to North Carolina

02:30

where she lives I hand her the

02:32

manuscript and and she’s like I can’t

02:34

wait to read this and like 4 hours later

02:37

she calls me she goes Dean completely

02:39

different tone of voice just like I’m

02:41

Dean I don’t know how to put this it

02:45

doesn’t need an edit I’m like just like

02:47

good I’m not good she’s like it’s not a

02:49

book she goes there’s a few rules you

02:52

can break there’s rules to writing a

02:53

book and you can break a few she goes

02:56

she broke every one of them she’s like

02:57

this is a 290 page conversation I can’t

03:01

edit this you need to hire a real writer

03:03

and yeah that was fun I felt really good

03:06

about myself I don’t know if you still

03:08

have this living to do these I don’t

03:09

know if you got those limiting beliefs

03:11

inside you still but I still have that

03:13

like you’re not smart enough you’re in

03:14

special ed you didn’t go to college

03:16

writing books is for smart people you’re

03:18

kind of you read a book yet yeah exactly

03:20

I just sat on it for like I don’t

03:23

remember a month or two and I almost

03:24

deleted it I’m also I was almost like

03:26

why would I even think that

03:27

and then you know how that goes there’s

03:29

a certain amount of time you change the

03:31

story like now she was wrong

03:32

I just want to empower people’s lives

03:33

I’m not a writer but I got a good story

03:36

so I hired a writer just to clean it up

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and that book hit the New York Times

03:41

bestseller list without a mess cellar

03:43

campaign and didn’t sell a lot of copies

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I’d love to say it sold millions copies

03:47

it did probably I don’t even know what

03:49

it sold but it happened to sell a lot in

03:50

a one week period and somebody hit

03:53

somebody like took a picture and said oh

03:55

my god you’re a New York Times

03:56

bestselling author it was at the time of

03:59

you say but not really yeah do you guys

04:04

feel seen York Times best selling off

04:06

exact editor could just you know he

04:09

can’t just say you know yeah so that was

04:12

that was the first experience when

04:13

writing a book guys my grandpa is a

04:15

writer he he wrote history books like

04:18

talks about Columbus and all these

04:20

things that I remember he told me it’s

04:21

like the book you write the me extended

04:23

the editor the book you get backs not

04:24

your same book he’s like is he talking

04:26

about emotionally hard that process was

04:27

to get it back and be like like that’s

04:30

not exactly my words I always first time

04:33

I said I booked an editor I had a

04:34

similar thing that she headed to the

04:36

first chapter and sent it back and I was

04:37

like this doesn’t sound like me so he

04:39

gave this grammatically correct now I’m

04:40

like I’d rather sound like me than being

04:42

incorrect so I look back and undelete a

04:45

lot of her stuff and luckily I didn’t

04:47

get an advance for my book I don’t have

04:48

some of the saying well we paid you for

04:49

this was more like all right you’re

04:51

gonna fail but I just like I want to

04:52

sound like me and and I tried to

04:54

maintain that voice there all the books

04:55

and the editors know like it doesn’t be

04:58

perfect long as you don’t ruin parts of

05:00

it that I think are essential to yeah

05:02

and the best example

05:03

fast forward a little bit millionaire

05:05

success habits that one was completely

05:07

my voice from start to finish like and

05:10

I’ll tell that process on how I get my

05:12

voice even more so and I look back and

05:15

it was even more just a conversation

05:17

than any book and it’s my best-selling

05:19

book to date it’s almost a million

05:21

copies and

05:22

had more reviews never had more feedback

05:24

so screw all those rules yeah so what

05:28

was your process Peter of that one then

05:29

they come on the back the first one

05:31

first so the first one did you like

05:33

Microsoft Word or is it or is it what

05:36

was Microsoft Word what’s up word yeah

05:38

literally typing and like and I’m like

05:41

I’m a two-finger typer and and so and I

05:45

have to look so every time I write a

05:48

book I’m in agony like my dad cause it’s

05:49

like I’m like looking down typing you’re

05:52

still looking still I still didn’t

05:54

really yeah you think I would learn by

05:56

now you should make that a big deal like

05:58

in your ads like I typed this with two

06:00

fingers that’s how important is messages

06:02

yeah still typing two fingers that’s I’m

06:05

fast now but still two fingers that’s

06:08

amazing so so now that you wrote that

06:10

one there and then obviously evolve

06:11

these time with millionaire success

06:12

happens like where’s the evolution like

06:14

what did that so I think this is the

06:15

most important thing I still don’t love

06:19

writing books it’s painstaking because

06:21

you know it’s like you’re putting your

06:23

life on paper and every time I don’t

06:25

know about you but when I’m done and it

06:27

goes to the editor and it comes back and

06:29

I read it like I can make that paragraph

06:31

better and then if I fix that I’m like

06:32

oh it changes the context of the next

06:34

page and then uh so I’ll tell you what I

06:38

did millionaires success habits

06:41

I hired a writer to work with me and I

06:44

gave him a lot of my content like if I

06:48

did an hour presentation on stage about

06:50

how selling is an evil and that when you

06:53

love what you do so much and you feel

06:55

like you’re doing a disservice to the

06:56

world it’s a great foundation to turn

06:59

you into someone who loves sales and let

07:01

me tell you the process and I start up

07:03

high and they go all the way down to the

07:04

strategy mindset strategy tactical right

07:08

so I give him that our presentation were

07:11

you know I had a standing ovation for

07:12

ten minutes and said just extract that

07:14

make it a chapter so I tried to take a

07:17

shortcut and I gave him all these

07:18

chapters and they put it together and we

07:21

were like literally three months away

07:23

from what I told everybody I was

07:24

releasing it and I got the book and I

07:26

just hated it

07:27

like it absolutely hated it and what

07:30

forced me to have this what I’m gonna

07:32

share with you now is that I had it

07:33

right that I wrote that whole book from

07:36

beginning to end really in about 45 days

07:39

like a year to get to something I just

07:42

threw away I paid the fee the guys fee

07:44

was ridiculous I paid the fees I don’t

07:46

want to argue with them

07:47

and here’s what I did so we all have and

07:52

maybe you’ve taught something like this

07:53

but this is what I this is what I

07:54

created writing a book quick if it’s

07:57

exactly how I wrote the underdog

07:59

advantage is we all have rifts that we

08:02

call it whatever you want things that

08:03

you love talking about if I said Russell

08:05

right now tell me the art behind a good

08:08

at or tell me the science behind a

08:10

funnel or I know you’re I’ve heard so

08:13

many your great thrills reading words a

08:14

frameworks a frameworks rifts whatever

08:17

you want to call it right what I love

08:18

watching your epiphany I used it in one

08:20

of my shows because after you said it

08:22

it’s stuck with me because I remember I

08:23

had an epiphany right if I said do you

08:24

tell me what it’s like ones you’re not

08:26

epiphany bridge come in and like you can

08:28

go right so what I think of is what are

08:32

the 7 to 12 frameworks or rifts that I

08:36

love talking about that should be in

08:38

this book so I identified them let’s say

08:41

the underdog advantage I knew I want to

08:43

talk about the power of a Kent you know

08:45

most underdogs are told by everybody he

08:47

don’t have the money at the time you

08:48

don’t like but underdogs know how to

08:51

turn that and make it into fuel right

08:53

underdogs usually lack resources and

08:57

learn to be resourceful

08:59

so I said I love talking about how

09:01

underdogs are massively you know are

09:04

resourceful are relentlessly resourceful

09:07

right underdogs know how to turn

09:11

desperation into persuasion so I came up

09:14

with these things that I love talking

09:16

about and literally were in my phone I

09:18

was literally just going my notes and I

09:20

wrote down all the chapter heads so

09:22

they’re really my riffs but they’re

09:24

going to become my chapters

09:26

so then instead of saying okay these are

09:29

my chapters let me start writing what I

09:31

did is I’d pick a chapter on a day I

09:34

felt inspired and I would take my voice

09:37

memo and I would record I’ve done it on

09:39

the side of the road when I felt

09:40

inspired I did it I did one of the

09:42

chapters I was in the shower one day

09:44

thinking about something I’m like oh my

09:46

god and I got out of the shower in a

09:47

towel and I recorded for an hour that

09:50

chapter right so I got over a few months

09:53

I recorded every chapter and as I would

09:56

record him I’d send him out to get him

09:58

transcribed right so I recorded him got

10:01

him transcribed got back and then I go

10:04

clean up because you know talking is

10:06

different than writing I clean it up and

10:08

then I had this piece of the puzzle and

10:10

I didn’t know where there like right

10:12

instead of trying to decide to do them

10:14

all in order I just had all these pieces

10:16

so once I recorded all seven or eight

10:19

chapters they were transcribed and

10:21

cleaned up they were like all the pieces

10:23

of the puzzle were in front of me and I

10:25

remember one day on the whiteboard it’s

10:26

like oh man you want resourcefulness

10:28

after this and this one should go here

10:30

and underdogs don’t have to care what

10:32

other people think oh I love that

10:33

actually go here and then I just pieced

10:35

them around and then all of a sudden I

10:37

had like seven chapters in a row and

10:39

then my job was to weave the first

10:42

chapter into the second right so I I

10:45

take the end of chapter one I’d change

10:47

it so it flowed into chapter two and

10:49

then I would flow it into the chapter

10:51

and it was pretty much the other people

10:53

through goal book right and then pull

10:54

people in and the last part of each

10:56

chapter I want to write like sales copy

10:58

to keep pulling them through the book

11:00

right and then when those were done I’m

11:02

not trying to oversimplify it but it was

11:04

the easiest book I ever wrote then when

11:05

those were done I wrote the introduction

11:09

because it made sense and then the

11:11

conclusion made sense and it’s just

11:13

compared to any other book I’ve ever

11:15

written those millionaire success habits

11:18

and yeah they were easier they’re still

11:20

not used to know if you I mean I’m still

11:21

working with a writer I’d get done and

11:23

send it to him he like this doesn’t fit

11:24

this so it was great to have advice but

11:27

as far as the easiest book ever was

11:29

slash one so one thing I think a lot of

11:32

people would sit down and their thought

11:34

is I’m gonna write a book and they spend

11:35

like a year writing the book going deep

11:37

into the concepts their writer they get

11:38

it done and then they’re like all the

11:40

pain of the work is done like okay how

11:43

about us now all I got to do is sell it

11:44

I’m here so your process by don’t for me

11:46

is I’m writing the book the whole time

11:47

I’m thinking about the hike this cover

11:49

emits like like we spent two days to get

11:51

this pitch right I’m thinking about that

11:53

thinking about the funnel with it up

11:55

sells that down like across the room in

11:56

the box and they think outside tell you

11:58

something it all this stuff and then I

11:59

type the books done like my whole team’s

12:01

like I think they want to go build a

12:03

farm like other than that’s like they’re

12:05

trying to be brains from the follow me

12:06

literally I said cheese grater like I

12:08

don’t need your opinion I got know

12:09

exactly and I remember when I think was

12:13

one of the first times we hung out and

12:14

then you showed me your studio I was

12:15

like oh my gosh up to the studio and it

12:18

was before your book had launched and I

12:20

can’t we shot an infomercial for this

12:21

book and like it’s killing it am i cool

12:24

it but in this book live blogs yeah I

12:25

need to go right it still I’m like what

12:27

do you mean deal right like he’s just

12:29

filmed the infomercial and you’re right

12:31

no I filmed that first to make sure

12:32

people are gonna buy it before I and it

12:35

was so I was backwards it most people’s

12:38

brain I was just like oh my gosh I

12:39

totally get that because know how much

12:41

goes into it it’s like you want to make

12:42

sure that media wants it if you can’t

12:45

sell it even people on my team will come

12:47

there with an idea like sell me on it if

12:49

they can’t sell it right what’s the

12:50

sense of doing it right so millionaires

12:52

success habits I filmed the infomercial

12:54

with Larry King before the book was

12:56

written and then I ran ads money to it

12:59

and when they called we said hey you’re

13:01

part of a test thanks for being part of

13:03

the test when the books then we’ll send

13:04

it to you for free but I want I knew I

13:06

needed a certain amount of calls to make

13:08

it was real when when it worked it would

13:10

give me more motivation to write the

13:11

book but so here’s here’s three things I

13:13

want to say about that one is I watch

13:16

even our dear friends and successful

13:18

people take two years write a great book

13:21

pain snake over it and they

13:23

have that kevin costner from Field of

13:25

Dreams if I write it they will come

13:27

right and they won’t I you could google

13:30

it but the stat is in Barnes & Noble

13:32

only 5% of the books sell over a

13:34

thousand copies right so how many great

13:37

books are in there that people took

13:39

years extracted their life story their

13:42

pain there’s like everything and they

13:44

just said I’ll write it

13:45

they might even got a publishing deal

13:47

but nothing happens so I don’t think

13:50

it’s it’s it’s a must that while you’re

13:52

writing like as I’m writing the book I’m

13:54

like oh that would be a great hook and I

13:56

I have two pages over always when I’m

13:58

writing either my phone in my notes

14:00

section or on my computer I will go oh

14:03

god I got it I gotta lean in this that’s

14:05

got to be a hook and then so I will the

14:07

whole time I’m writing I’m thinking of

14:10

the marketing plan and thinking how this

14:12

alliance because at the end of the day

14:13

we can write great books but we don’t

14:15

impact people’s lives unless they buy

14:16

them that’s probably the best advice you

14:18

gave and I would suggest that anybody as

14:20

much effort and energy you’re putting

14:22

into writing the book you really got to

14:24

double that on how to sell the book it’s

14:27

not a question ad for you is I know what

14:29

a millionaire sentence came out and all

14:33

your books prior that we’re all

14:34

primarily sold through infomercials

14:36

right that was the platform the

14:37

distribution channel and this one came

14:39

now and you have infomercial but you

14:41

didn’t it was like 100 sending on an

14:43

infomercial you guys step back and it’s

14:45

a cute while now I figure out the whole

14:46

internet thing and then you went and

14:48

sold you know close to a million copies

14:50

now through the online I’d love to talk

14:52

about you snap processing what you

14:54

learned her in the process I think a lot

14:55

of most people have the background first

14:57

off on TV and they only have this

14:58

internet they still can’t figure it out

15:00

and what were the things you learned in

15:01

that journey to figure out how to sell

15:02

so well you know what I think I’m an

15:04

unfair advantage I have an unfair

15:06

advantage because TV is brutal and it’s

15:09

brutally expensive right

15:11

thank you when I hear people say oh man

15:13

I’ve been tested ads all week and

15:14

they’re like man I put three grand into

15:16

this ad is still not converting like

15:18

admit that you laugh

15:19

I like are you joking like an

15:21

infomercial you could be a hundred and

15:22

fifty grand in before you know you get

15:25

one order right you got to produce a

15:27

great show that higher talent get it

15:29

edited you got to make it deal with the

15:31

stations you got to spend 20 30 grand to

15:34

know if you’ve got a winner

15:35

you got a book that media way out in

15:37

advance you got a higher a call center

15:38

to answer every phone call you got to

15:40

write a script for the upsells and get

15:42

them to convert like the complexity I

15:45

didn’t know anything different so I

15:46

didn’t know it was complex at the time

15:47

and now when I you know and I I was late

15:50

to online is I infomercials had done so

15:53

well I was ignoring social media up

15:55

until three years ago right but when I

15:57

went over and went into social media it

16:00

just seems so easy to me like I could

16:02

test something today and no tomorrow

16:04

like you’re complaining like I I did

16:08

marketing through smoke signals and

16:09

horse-and-buggy like and you’re

16:11

complaining because you got to spend 100

16:13

bucks on a Facebook ad so what I think

16:15

it gave me Russell is and I think it

16:18

gave me marketing stamina like I know

16:21

it’s eventually going to work there’s

16:22

zero doubts in my mind I just know I got

16:25

to get through sometimes a lot of what

16:27

doesn’t work to get to what does so we

16:29

all know that but I just think everybody

16:31

gives up way too easy so I’ll give you

16:33

so you know five books in a row we’re

16:35

all real estate based the real estate

16:37

was my life and changed my life and now

16:39

I wrote a book millionaire success

16:41

happens because I wanted to give people

16:42

the habits for success and I have to

16:45

tell you when we launched it a bunch of

16:47

friends jumped in did pretty well but

16:49

then when the friends were gone and I

16:50

wanted to make it evergreen I’m not

16:52

kidding you we were I was probably four

16:54

months in selling two hundred bucks a

16:56

week

16:57

and it just wasn’t working and I’m like

16:59

I started and I have to be honest I

17:01

started questioning like made everybody

17:02

knows me as the real estate guy you know

17:04

but like if you if they knew me they

17:06

knew I’m personal growth of about self

17:07

education and I’m like maybe it’s that

17:10

and I started telling my stuff and this

17:11

give me more empathy for people who

17:13

struggle I started telling myself the

17:15

things that I bet you most people do

17:17

when it comes to marketing it’s only for

17:19

the big people like Russell and

17:20

Facebook’s new algorithm Screwjob or

17:22

YouTube man you got to have

17:24

like we can’t lock because I started

17:26

feeling it and then I just dug back in

17:29

I’m like no it’s an amazing book but

17:31

there was a moment I just tried and left

17:33

enough ads so I want to share something

17:37

we went month selling a couple hundred

17:39

bucks a week and in one day one day we

17:44

went to a thousand books in a week and

17:47

then the next day we are tracked for

17:49

3,000 by then by the fifth day we were

17:53

at a thousand two thousand books a day

17:55

so it went like this and then like this

17:58

right so the part I want to share is the

18:03

book cover didn’t change the title

18:05

didn’t change the words didn’t change

18:07

our landing page didn’t change our

18:10

funnel that maven changed nothing

18:13

changed except the messaging in the ads

18:15

and but it took me probably 50 ads and

18:20

four months you got the message

18:23

and then I got the message right and for

18:25

me what the message was with millionaire

18:26

success habits was the truth it’s like

18:28

how many magical money machines have you

18:31

looked into bought and how’s that

18:33

working for you and maybe if you have

18:35

the greatest opportunity in the world it

18:37

didn’t work out for you why not because

18:39

of the tactics not even because of the

18:40

strategy because you didn’t have a

18:42

mindset for success why do people that

18:44

hit lotto go broke because they had the

18:46

money the resources but they didn’t have

18:48

the mindset to handle that kind of money

18:51

so I said all millionaire success

18:53

happens is as it goes upstream and

18:55

anchors the foundation for success that

18:57

I learned through myself and surrounded

18:58

by great people and that new messaging

19:01

and I’ve done a million variations of

19:02

that it just resonated and all of a

19:05

sudden it was just like the team was

19:06

like dude we sold thousands last night

19:09

what is that like and and it’s like the

19:12

algorithms didn’t change it was just

19:14

that and

19:16

yeah this is crazy at this wasn’t our

19:18

book with clickfunnels with the same

19:19

thing like we first launched it it was

19:22

like it was a dud and I couldn’t figure

19:24

out why and I was like trying to fix the

19:25

puddles everything and I was like try

19:26

number two number three number four

19:27

number five and like number six is when

19:30

I got the message right and it was just

19:31

like this soon as that happened it was

19:34

just like gee just took off and we went

19:36

from heartland cells at all too thin

19:38

like I think then 7 to 14 days of us me

19:41

mailing the message we passed a million

19:42

dollars for sales

19:43

it was just like getting software to

19:46

change the process it was it was just

19:48

the messaging and he most who’d give up

19:51

before they say to me if someone has a

19:53

book that doesn’t sell they’re like

19:55

maybe just people don’t want a book

19:56

about this like and that’s a delusion

19:59

right like we’re delusion to think it’s

20:01

the product it’s the book man I should

20:03

have named that I’ve heard people say

20:04

maybe the title was kind of janky I’m

20:07

like no it wasn’t but I read the book

20:10

it’s amazing you just don’t you’re not

20:12

elaborating that message in a way where

20:14

people see the value and you just got to

20:16

have the stamina to keep going Dean was

20:19

talking distribution howdy it’s

20:22

obviously evolved and shifted ya time I

20:25

think even most people’s minds Amazon’s

20:27

like where books are at but from a

20:29

person we still some most of our books

20:30

not through Amazon cirse gear thoughts

20:32

on how should what I think is Amazon can

20:36

be great Amazon sales can be the

20:39

byproduct of good direct response

20:41

marketing right

20:44

so we were number one at one point with

20:46

millionaire success habits we are number

20:48

one in three categories like

20:50

entrepreneurship and two other ones and

20:52

we weren’t pushing anybody to Amazonas

20:54

cuz we were running so many ads that the

20:57

people see the ads then go to Amazon and

20:58

get the book so I mean let’s just face

21:01

it book distribution has changed it’s

21:04

changed because it hasn’t changed it

21:06

changed borders went out of business

21:07

some people don’t even know what borders

21:09

is Barnes & Noble who knows how long

21:11

they can last right because they haven’t

21:13

changed their model book publishers

21:15

haven’t changed their model in a long

21:17

time to keep up with growing trends

21:21

right they’re looking for the book

21:23

publishers are looking for the

21:24

influencers that already have the

21:25

following to latch on and and give that

21:28

so I think the world has changed the

21:30

world is ready to buy books direct I’ll

21:32

just tell you my strategy is similar so

21:35

I write a book create the hardcover that

21:38

look feel as if it’s a published book

21:40

right and it’s the quality of a

21:42

published book because I published five

21:45

four of them but we run through direct

21:48

response right so running ads driving

21:51

them to a page whether that’s free plus

21:53

shipping and we give great value and

21:55

then if people buy additional products

21:57

and services from us if we can cover the

21:59

ad spend within a week or two then

22:02

that’s a winning campaign because a

22:03

byproduct is lots of Amazon sales by

22:06

product as people are introduced to our

22:07

company and what we stand for and they

22:09

can buy more stuff for us and the cool

22:11

part is you can get direct distribution

22:13

right I’ve had a distribution company

22:15

doing all my printing and all my sending

22:17

out books for twelve years right and

22:20

that’s that’s readily available so the

22:22

mystery of the book industry is no more

22:24

mystery right you can create your own

22:26

Amazon account you could run an ad on

22:29

Facebook yeah so I just think that that

22:31

world has changed now I understand if

22:34

you want a New York Times best seller

22:35

title you got to go through traditional

22:38

I have a couple New York Times

22:40

bestsellers so I don’t need to do that

22:42

and then I’ll tell you the last thing

22:44

what happened with millionaire success

22:45

habits with Hay House so I think great

22:47

guys reads it awesome dude over there

22:51

I sold about a half a million copies on

22:54

my own and then Reed came to me and said

22:56

let me publish after I half a million

22:58

copies and I said sure give me a deal

23:00

but I’m not changing what I do I’m still

23:02

gonna sell direct response goes yeah do

23:04

what you do brother I’ll just put it in

23:05

every bookstore so now that it’s in now

23:07

that I went and published with him if

23:09

you go to any Amazon store right now

23:10

millionaire success habits is still on I

23:13

still in the top business books it’s

23:15

been on for like almost a year now but

23:18

we just do what we do and so we got the

23:20

best of both worlds on that one so one

23:22

of the new things our funnel will be

23:23

testing we did this with our supplement

23:25

funnel back in the day we found a lot of

23:28

people buying supplements worse they’re

23:30

older so they’re scared of buying online

23:31

so our exit pop was like hey if you

23:33

nervous to buy online click here to go

23:35

to our amazon store buy it and they’re

23:36

like oh they feel comfortable and on I

23:38

don’t know why and the four largest

23:39

books I haven’t done this but the new

23:42

book funnel when you come if you leave

23:43

the exit pop is pushing back the Amazon

23:45

store to get cameras on prime I’m gonna

23:48

know it soon as your god I know I got

23:50

I’m so excited for that anyway we

23:53

renewed all three book funnels right now

23:55

and I’ve been geeking out so deep on it

23:57

it’s gonna be amazing awesome anyway

23:59

but I think a lot of people and I get to

24:01

see new friends I know like people still

24:03

buy books like who books still a thing

24:05

like you know like they don’t a lot of

24:07

people don’t believe there’s still a

24:08

still tans like this is the business

24:10

mall like I watch this on youtube I read

24:12

blogs or whatever like what are your

24:13

thoughts like look there’s our books

24:15

still the the right vehicle they give me

24:17

around long term or what’s I just

24:19

thoughts on it I think so I mean maybe

24:22

because it’s I still listen to a book

24:24

about every two weeks a book on audio I

24:27

just think there’s so many treasures in

24:29

a book and still to this day I’ve been

24:33

blessed to have a lot of accomplishments

24:34

right started 13 different companies

24:36

I’ve done more things that I could ever

24:39

imagine possible I owned I bought

24:41

thousands of houses like multiple you

24:44

know all these different things but

24:45

still if someone introduces me on a

24:47

podcast you know what they’ll say New

24:49

York Times bestseller

24:50

New York Times bestselling author Dean

24:51

grassy OC there’s just something that

24:53

gives so much credibility to a book

24:55

because people know you have to know

24:58

your stuff you got to sit down take the

25:00

time effort and energy to write it it’s

25:02

not just a quick and I love quick vlogs

25:04

or blogs or YouTube content and podcast

25:07

I love all that but there’s I don’t know

25:09

there’s some like underlying value

25:11

credibility of a book and maybe that’s

25:13

just our age and older a little older

25:15

than you so I love me in venue but maybe

25:17

that’s our age older maybe in next

25:19

generation won’t value it as much but

25:21

listen millionaire success habits

25:24

heading towards a million copies and I

25:27

think underdog advantage to do the same

25:29

I think people still want it they just

25:31

want good ones I had somebody I’ve been

25:34

publishing for a decade ten years of my

25:36

career I’ve driven blogs and video and

25:38

podcast and like you know as prolific as

25:41

I could be with as much stuff I was

25:43

studying dinner when I one of my friends

25:44

we watch our kids play where Carl’s jr.

25:47

our kids play on the playground we’re

25:48

hanging out watching him and he said you

25:50

know the difference between you and like

25:51

Tony Robbins or Brendon Bouchard or

25:54

these other guys I’m like what he’s like

25:56

because I feel like make your same level

25:58

your content skip is they they see more

26:00

legit than me because they all have a

26:01

book it’s all my best friends I’m just

26:03

like huh and that was the night like

26:06

literally that night is the night that I

26:07

started writing my book yeah so I

26:09

believe like I’ve been doing all this

26:11

stuff I’ve been putting but my heart’s

26:12

all out there but there’s legitimacy of

26:14

like this is yeah someone’s willing to

26:17

put in the effort to get something like

26:18

that it’s just the next level of like of

26:20

a determination of a mastery whatever

26:23

you want to call it yeah so I would say

26:26

the last part I would say this I think

26:28

everybody should write a book but if you

26:30

want to get in the information age you

26:32

want to help other people there’s faster

26:34

ways you might want to get in with doing

26:36

a monthly zoom call a monthly live

26:37

training online right do a workshop do a

26:40

mastermind gain the capability should be

26:43

able to rehearse it in real time you

26:45

know you get people on a podcast or you

26:47

get people on a live zoom call and you

26:49

say stuff it’s like jokes like funny

26:51

jokes not so funny throw away the not so

26:53

funny or the not so impact

26:54

and after a year of doing training like

26:56

that you have all the content for your

26:58

book and you get to do the best of the

27:00

best in your book I was tell people when

27:02

I wrote my first book was I was in

27:04

business ten years and I always tell

27:05

people like they waiting right earlier

27:08

I’m like I wasn’t ready earlier like I

27:09

had to learn it and had to earn it I was

27:11

saying it took me ten years to earn this

27:12

book this book took me two years of me

27:14

like geeking out studying going deeper

27:16

than you ever do it’s like earning the

27:18

book and I think you’re right I think a

27:19

lot of times it’s getting out there

27:21

first doing the short-form stuff till I

27:22

find your voice to master it’s like yeah

27:25

to get mastery and then it’s like there

27:26

will be a time where it’s like okay now

27:28

you’re right now let’s put it into a

27:30

format that will live beyond yourself

27:31

yeah totally agree

27:33

[Music]

27:37

[Applause]

27:38

[Music]

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