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YouTube Transcript: English (auto-generated)
00:01
[Music]
00:03
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
03:38
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
03:45
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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