618: 3 Ways to Sell More Copies of Your Book w/ Chandler Bolt

ABOUT THIS EPISODE

In this episode we talk to Chandler Bolt, Founder & CEO of Self Publishing School.

LinkedIn: https://www.linkedin.com/in/chandlerbolt/

Looking for a guaranteed way to create content that resonates with your audience. Start a podcast, interview your ideal clients and let them choose the topic of the interview, because if your ideal clients care about the topic, there's a good chance the rest of your audience will care about it too. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, podcast dedicated to helping be to be executives achieve explosive growth. What you're looking for techniques and strategies or tools and resources? You've come to the right place. I'm Jonathan Green and I'm James Carberry. Let's get it into the show. Welcome back to the BB growth show. We are here today with Chandler Bolt. He is the founder and CEO at Self Publishing School Channel. I how you doing today, man, I'm great, James, great to be here. I have been following your stuff for for a long time now, Chandler, and I'm really stoked have you on this interview. We're going to be talking about self publishing. Obviously you're the CEO of a company called self posting school. But before we dive into the nuts and bolts of this interview. I'd love for you to just get a little bit of context to our listeners. What are you and your team up to? It selfboblishing school. Yes, so I first off I'm super excited to be speaking to this audience. Is, you know, we're just talking about your audience before pressing recorded. This is these are my people, you know, marketing, marketing folks and people who are growing organizations. So if I'm excited to be talking to these folks. But really, what we'RE UP TO AT SELF PUBLISHING SCHOOL? It's an online education company. We teach people how to write and publish their first book in ninety days. and where we kind of fit in the market is, you know, there's a lot of people saying, Hey, you should get someone to ghostwrite a book. You know, maybe they've been hitting up the CEO of your company saying, Hey, we can ghost write your book. But I think there's a lot of people that have gone down that path and realize that's really hard to do. Well, you end up on most sons, you end up with a really crappy book. So we kind of exist...

...to help people say hey, yes, you can write it and yes, it's going to be difficult but we're going to make it as easy and as fast as possible so that you can get that succor to the finish line and really have something that you can hang your hat on, not only from a business and marketing standpoint, but from a legacy and like, like a long term life impact perspective. I love it. I love it. So, like I mentioned before, you know we're talking to marketing leaders at BB companies. If you're in front of that audience trailer, obviously you do a lot of public speaking about this, about the stuff, and you're on a lot of podcast talking about it. But to this particular audience, how how do you think whatever they should be thinking about it for in terms of okay, if we're to self polsh a book, How would I actually use the book? What's your answer to that? Yeah, well, there's a lot of different ways, but I'd look at leads and conversions or leads and sales visit the two main things. And obviously there's there's credibility there. If it's whether it's a career move or whether it's to grow your company like the depending on how you answer that question, then then it's like okay, well then you're going to go down this path. But for me, I know for me personally, it my books drive hundreds, if not thousands, of leads a month for my business, and those are leads that I get paid for. I'm not petty. So you know I spend tons of money and a lot of places to pay to get leads, but Amazon is the only place where I get paid to get leads selling books. And at the same time I'm getting leads from these books. And I like to say that a book is I call a book of the silent salesman. Right. So it's this it's this thing that you send out into the market place and it doesn't say a word because it's a book, right, it can't speak audibly and less it's an audio book. But so it's going out there and it's Ha an hours and hours of long conversations with people that are your exact prospects, and then when they finally do talk to a salesperson or come to your website or anything like that, they're already sold. They're already ready to do business with you.

So, in my opinion, is the best way to build out your sales team or and and to arm your the sales team. That you already have with better, more qualified leads is through that book. And then, not to mention in some industries that makes sense to have, like you can use it as the like a kind of mentioned earlier, that calling card where if you're in a competitive space or an early market space, like, let's see right now to very topical Bitcoin. Right everyone's talking about it. People who are making all kinds of money with it won't shut up about it. I think it's a, you know, really good long term play, but we're no doubt on a bubble right now. Right. But if I wanted to capture that market, I would undoubtedly like just write a book about it because there's there's so much noise, there's no definitive experts on the topic. So those are kind of two very different applications, one for leads and sales, the other one for a credibility play. But either way it works well. So this next piece, so we're going to talk about Chandler, is positioning. How do you think about when you're talking to to aspiring authors or you know v Piece of marketing that are that are thinking about doing a book for their CEO? How do you think through positioning? Yeah, well, I think, like what's the pain in the market that I'm solving or what's going to kind of Perry Marshal in his Book Twenty Seals and marketing has a it's that's one of my favorite books of all time, which I'm sure this this audience either has heard about or would like to read. So I'll just throw it out there. But he talks about racking the Shotgun and he tells this story about how he was in Vegas with this this guy who was a who is you kind of like a hustler, like he would, you know, like go when all this money from casinos and they were at this bar talking and he was learning from the from this guy. I'm like totally bushing this story, but we'll get the point. And and they were in this bar and they heard like and so this guy racks the shotgun and then he looks around the room and and he sees like five people turn their head and he says, don't play those guys, because they know what do they know...

...what that sound was? And and he talks about this. The whole problem, you know, the process of Pre qualifying or predisqualifying your leads and and how, like when poker for example, to carry on this story like you're looking for marks. So you're looking for people who can easily be beaten, the guys who turn their heads. Those are not marks. Don't play them. And so the same thing can be said when you're positioning your book. You're looking to disqualify people as much as you are to qualify people. One of the biggest mistakes I see people make in the positioning of their books. They cast this enormously wide net and they try to please everyone, but I'm actually look into just, hey, how can I niche down as much as possible so that I can write a very specific book that solves the specific problem for the types of customers that are looking for, and then they're going to self identify, they're going to check out the book and they're going to do business with me. I love it so. So, Chandler, this this next one we're going to talk about. You alluded to it earlier, but you talked about using books to drive leads and sales. One thing can as as it relates to that. You know, it makes perfect sense that someone reading your book is already drinking your Kulaid by the time they get to the end of it. So they're coming to your website incredibly warm ready to do business with you. But the thing that I've always heard, particularly from people have even gone the through the traditional publishing route, is that the the publishers don't tend to do a lot of marketing for your book for you. And so if you want your book to drive leads and sales, you obviously need to get the book in front of people. Can you speak to some of the some of the tips or the tactics that that you see work best as it relates to getting your book in front of Your Target Audience? A hundred percent definitely. I totally agree with you on the fact that, yeah, the publisher is not going to do anything for you. And this is as funny you mention. This is actually one of the most popular posts on our...

...blog is on the self fight, like the self publishing process and like the steps that you need to take to do it well and to market it successfully. So we can link up to that in the show notes. But we talked about like kind of like a thirteen steps and it's really I'll just highlight a couple of them in the in this interview. I mean there's there's a couple of things, like, obviously you need to get a good title on a good cover. I can't stress that enough. That that is your your what your billboard inside the ecosystem that is Amazon for your book. I just wrote a post about that on linkedin today, about your people say you can't judge a book by its cover, but I do. Oh, we all do, right. And you know there's the I think Google calls this the BFB test, the big F and button test, which is every time they design a page, they'll go they'll go like ten, fifteen feet, step back from the computer that far and if they don't, instant you see that what action the user should take on that screen they read is on the page. Think about the Google home page, so simple, you instantly get it. So that's what you should be doing with your book cover and that's you know, making sure that, if you step ten feedback from the computer and your brows and the Amazon store, that your book covers and one that pops out and it needs to be clear and the title needs to be readable, all those things. So that's a that's a big, big part of it is making sure that your book is discoverable, making sure that the title is concise and the title is clear, and then having a book cover that really displays kind of not only grabs attention, but it displays what the books about. And then one last thing I'll mention on that is what it just have your title in the upper third. This drives me crazy and this is like a very designer thing to do. They try to get creative and they put their cut the title in the lower third and then they put some icon or logo or image or whatever on the upper third and it just doesn't it doesn't look good and it doesn't follow like kind of the natural eyepath movement that people take. I'm going like way down in the nerd town here, super help,...

...but I mean it's you. People need to be able to they're going to glance up in the top left and they're going they're going to read down into the right. So you need to kind of lay out your book cover accordingly. Okay. So, so beyond your your book cover, what are some other things that folks can do to market their book hundred percent? So I like to call this the the rifle approach, for the shot kind approach, because most of the people who are listening this right now no, when you're building out traction channels for your business, you can't do everything. You know, you have to n Narra down in the ones that are really going to work for you. So same goes for book marketing. The shotgun approach is what it was, just what most people take. They just fire, fire the shotgun and it's which is a spreads out a bunch of pellets and then which is them trying to do everything right instead of taking the rifle approach, which is the twenty approach, and narrowing in on a handful of things that actually works. So one of the things that not many people know is that over seventy percent of all books sold or sold on Amazon. So part of that, the rifle approach for me, is focusing on Amazon, especially when it comes to launching the book. I can always add the book to other stores later, but I focus there. One of the best tips that I have on launching a book successfullys to form a launch team, which is it's a group of advocates, people who support you and your book. Topic could be five, fifteen, fifty people. I like to do a facebook group and then I have them, I give them an advanced copy of the book. They spread the word when it launches and they leave a review on day one and that that does a lot of things. It helps kind of help you have a strong launch and obviously it gets a lot of reviews, you get feedback all it's just super valuable. These people are bought in. Obviously, if you have a ton of employees on your team, that's the that's like a pretty code. But you have your launching right there, their...

...own staff, and so they can help out and they'll feel like it's their book that's launching by the time it launches because they've been behind the scene. So if there's you know, just one tip that I could give be to form a launch team focus on Amazon with that launch team. That's going to really help with a social proof aspect. I read a book the other day, one of the best books I've read in a long time. Actually posted about this on my facebook. It isn't incredible, one of the best books I've read. It to relative to growing revenue at Your Company and the Book I looked on Amazon, I almost didn't buy it because it had six reviews and the cover wasn't that good. And and as just like all of this stuff, is important so when you get these reviews and when you kind of build out the social proof on Amazon, not only is that going to help more people buy it down the road, but it's going to help from a social proof aspect for people to know that you know your stuff. Right, Janelie, you got to share the name of the book now that you're talked enough. Well, I was really embarrassed when I shared this because then the author commented and and he's a really great guy and I but I didn't know that he would comment because weren't even connected. And then I just kind of like was pretty intense about his cover and lack of reviews. I'm embarrassed, but it's called extreme revenue growth. It's victim. Chang is is really good. It's a short, concise book, but it's really great. Okay, love it awesome. So I love the up on forming a launch team. I think so many people they invest so much time. I'm on the tail end of writing my book now and I've been doing a lot of things, following a lot of the stuff that I've seen on your blog in the content that you're putting out, and trying to kind of build up relationships with people that I know, you know not that I'm only building relationships with them so that they can be on a launch tamer or jot, you know, leave a review on my book on Day One or whatever, but it's this this idea of figuring for me, it's been linked in, figuring out how do I how do I get the most engagement as possible on Linkedin? So I'm in a lot of engagement groups. I'm constantly engaging on other people's content.

And one thing there's a guy named Alan Gannett. He's been very active on linked in the last six months. He's a CEO of a company called Track Ma. Then we've had them on this show. He did something that was brilliant that, as we're talking about book marketing, I'll share here. He has been all over linked in doing these linkedin videos for like last four or five months probably, and he replies to seems like every comment somebody that is somebody will comment on it and and he's leaving a reply individually, engaging with all these people and over, you know, he's built a ton of relationships that way. I get a direct message from him. I see that he's just opened up the preorder page on Amazon for his book and he did a video about, hey, you should preorder my book and to your point about the shotgun approach, that that's a that's a shotgun approach right, like you're putting a video out to lots of people. And I didn't pre order because it was I saw the video. I didn't do anything. But later that afternoon, Chandler, he sent me a direct one to one message that said Hey, James, you know, thank you, thank you so much for that, that offer that you gave me the other day. We had we had offered to do a podcast launch for his company and he was like, he called that out. So I was like, Oh, he's actually sending me a message. It asn't just this copy and anything. He was like, would love for you to pre order the book. Here's the link if you're interested. Have really appreciated all the engagement, you know, we've had the last few months and I thought, oh my gosh, like I pre ordered the book and it wasn't it. It's not a cheap book, you know, it's on. It's on the it's not like it's crazy notebook is crazy extensive. But I went and pre order right there because I was like man, that talk about a one to one approach and and he the sniper rifle as opposed to the to the shotgun. I just thought that was just an Incredib because it wasn't just that he sent me a message right like four months he'd been building up this channel on Linkedin, building relationships at scale with content and then engaging with anybody that engaged with them and employ the one to one message to get people to to I can't imagine that I'm the only person...

...he did that with. Right like, I can't say for sure that he was doing it with with hundreds of people, but I wouldn't be shocked if he did. And and because of that, now he's got he's got all this traction and these these pre book, you know, pre launched sales going into to his launch. I think his book lunches in April or something so yas. That's one example that I saw. Chailer, you've you, you know, you've given us a ton of information here. If somebody listening to this, they want to stay connected with you, they want to learn more about self publishing school, what's the best way for them to go about doing that? Cool, yeah, so wherever it self publishing SCHOOLCOM and then I have some training that you guys might find helpful, which is at self publishing schoolcom forward free. So this is kind of like I want to say, it's like forty five minutes to an hour of me going into like the three step writing process, how we launch the book successfully, how to kind of hone in on your idea, that sort of thing. So that's a self publishing SCHOOLCOM for free. Chandler, this has been phenomenal man. Obviously, with me going through the book writing process, I was very excited to chat with you and you did not disappoint. So thanks for sharing sharing this with our listeners and I'm spoked to stay connected with you in no problem. Thanks, James, and good luck on the rest of your book. If you've been getting valued from this podcast, even help us reach more people by reviewing the show on itunes. Here's how you can leave a review in less than a minute. Open your podcast APP and tap the search icon and the bottom right corner. Type in B toob growth, then select our show. Once you're there, tap the reviews tab and tell us what you think of the show. These reviews help us out of time. Thank you so much for listening. Until next time.

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