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Welcome to the Sell or Die podcast.
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I m your host, Jeffrey Gittimer.
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And I m your host, Jen Gittimer.
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Well, in this podcast, we re going to help you attract more qualified, unbelievable, ready-to-buy clients.
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We re going to help you build loyal relationships.
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And the one thing you re hoping for, close more deals.
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Let s get into it.
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It s time to sell or die.
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Hello, Die Hard, and welcome to Sell or Die.
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I am so, so, so excited because today we have a very special guest.
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Jeffrey and I are joined by Honore Corder.
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She s the author of more than 50 books, like closer to 60, but who s counting.
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She helps hundreds of professionals and entrepreneurs write, publish, launch, market their books.
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Oh, and let s not leave out the most important one, monetize their books.
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And she s built an incredible mastermind called the Empire Builders Mastermind.
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She has entrepreneurs who learn from her on a monthly basis.
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And she s a friend.
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I am honored to call her a friend.
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So I m so excited to call her honorary.
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Her name is Your Honor.
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That is correct.
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But he s also one of the most fashionable streets in Paris and which we have frequented many times.
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Your family just added another E on her name to differentiate her from the croissants and the and the other pastries.
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Baguette.
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Yeah.
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Macaron.
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Yeah.
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But the challenge, the challenge diehard is if you have a book within you, the challenge today is how are you going to get it out of you?
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What are you going to do that will give you the impetus to actually say, go from I m going to write a book someday, which is not a day of the week to I m writing my book right now.
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That s the message of this message.
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Honore, how did you get into writing in the first place?
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Yeah.
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Gee, I wonder if you know.
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Thank you for asking.
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Thank you, Jeffrey and Jen, for having me.
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It is my honor to call you my friend, so thank you.
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My first book was born from going, who said, what do you do?
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And I said, oh, I m a coach and a speaker, and I probably did a hair flip because I was in my 30s.
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And he said, okay, so?
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You re a coach and a speaker.
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Everybody s a coach and a speaker.
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You must write a book. 
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And I asked him a few more questions.
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He gave me a few more things to do.
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He didn t tell me all the things because I went home and wrote and published a book.
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I had someone who wasn t a professional designer design my cover.
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I can read, so who needs an editor?
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And so at the time I was quoting people that I respected, and this is where Jeffrey Gittimer comes into the picture.
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So I m living in Las Vegas.
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I have a friend named Robin Jay and Robin Jay says, do you know who Jeffrey Gittimer is?
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And I said, of course, who doesn t know who Jeffrey Gittimer is?
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And she said, well, he s coming to Las Vegas.
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So I have occasion to meet him and my books have arrived.
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And I m a little proud of myself that I ve written and published this book that now no copies exist because they ve all been burned.
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And I hand one to Jeffrey and he s opens it up and he s reading it.
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I m like, oh, look, I quoted you in the book, which now this happens to me.
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So now I know how it feels, right?
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So it s like reading this, he s reading this book and he s reading and reading.
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And he says two things to me.
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He says, you are a good writer.
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And I was like, oh, yay.
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And then he says, and this book is shit.
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That sounds like Jeffrey.
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Well, I mean, you can t make it up.
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Right.
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But it s it s very on brand.
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But what he meant was what you meant was it needed to have the fine polish.
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It needed to be professionally published.
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It needed to be done again.
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And so you gave me some direction and sent me on my way.
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Changed my life because I think that would have been my one and only
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horrible book that no one would have bought, no one would have read, no books would have been sold.
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And so I would have been an author.
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I would have been one of those people that I meet all the time that says, yeah, I wrote and published a book, but really didn t do anything, didn t do anything for me, didn t do anything for my brand, et cetera, et cetera.
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So I redid that book, new title, new cover, professional design, new size, all the things totally changed my life.
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And here we are.
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That s cool.
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I think, though, that we have diehard listeners.
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And if you re a diehard and you re thinking to yourself, I m just something or I m only something.
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When you wrote your first book, what were you doing?
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I was business and executive coaching and doing some corporate training.
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And did the book differentiate you from other people?
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It did.
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Once I did the new and improved version and burned the old first version of which none exist ever anywhere on the earth now to be found.
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Yes, because I gave it out instead of a business card.
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When someone would ask me for a business card, I would say, I do have a business card, but I also have a book.
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Would you like one?
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insert light bulb over the head, great conversation.
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Oh, that s so cool.
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You wrote a book.
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And because it was well done, nobody asked me who published it.
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And then people would find me because someone would read my book, they would pass it on.
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And I actually sold 11,000 copies of my first book while I was waiting for it to arrive from the printers.
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And
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And that really kind of set things off because the number one way people find out about a book is through personal recommendations.
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So because I had 11,000 little kids running around spreading knowledge, information in my name, that was really helpful in growing my business.
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It really did differentiate me from the coaches who said, but I m a business coach.
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Yeah, but you re not an author.
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And it was very, very helpful still to this day is very helpful.
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I think it s interesting because there are so many
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We have so many diehards who are salespeople and they may be sitting here right now thinking like, well, I m in sales, like I don t need to write a book.
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But what you re saying is you were in sales, you were selling your own consulting, you were selling your own coaching.
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And the one thing that differentiated you from everyone else was a book.
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And so diehard, if you re sitting here thinking like, oh, this is not for me, I don t need to do that, pay closer attention.
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Because what Honore is saying is you do need to do that.
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You would benefit greatly from writing a book on it.
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You need to do it in a way that addresses the topic of your field of expertise, documents who it is that you are as a person, and what you teach.
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And when you do that, you think, well, I don t want to give away my stuff.
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You have to give away your stuff.
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You have to put your stuff in writing so that other people are attracted to it and want another copy of the book.
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Can I get this from my brother-in-law?
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Can I get this from my uncle Bob?
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And it s unbelievable what happens as a result of that trickle down.
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And so if someone actually reads all the way through, they go, I want, I need more of this.
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One of the things that really pisses me off to an audience when I talk to someone, they go, well, I m just a salesperson or I m just a sales manager.
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Right.
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And you re always going to be just unless you decide you re going to emerge.
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It s time for you to emerge, because the only way you re going to get there is by leveling up what your process is or who you are as a person and taking that next work step, because it s work to write.
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And you don t just.
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Let s talk about what that work looks like.
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Most people have trouble writing just one book.
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How have you managed to write 50?
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You look good if you re 150 years old.
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How have you done this in this amount of time?
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And clearly you re not that old.
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I m not yet 150 Thank you for noticing, I have a daily writing practice Monday through Friday, sometimes Saturday, I do two Pomodoro I write for 25 minutes so Pomodoro the Pomodoro technique is a focus practice where you do something for 25 minutes, mine is writing, so I have a.
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a cup of coffee and a cup of tea and 25 minutes.
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And then the alarm goes off and I get another cup of coffee and another cup of tea and I wait for 25 more minutes.
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And then I have businesses to run and a dog and two cats to attend to in life and all the things.
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And so that s my, that s been my practice for years, years and years and years and years and years, all the years.
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Yeah.
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What if something comes up?
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Like does something ever get in the way?
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Yes.
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It s almost like, you know, Jen, I would say I m about 98% on that.
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I don t, I write some Saturdays, not all Saturdays, no Sundays.
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I like to have a day when I can sleep until six, right?
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And then sometimes I have events, birthdays, moving my in-laws, they re just, life happens.
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But for the most part,
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I m trained.
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I ve trained myself to get up at the same time every day.
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I get to the computer every day and it s just a Pomodoro.
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It s just a Pomodoro among friends.
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That s what I tell myself, right?
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It s like, I m just going to do 15 minutes if I can t do 25.
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And then once I get into it, and I think the minimum number of words I ll put up on the board is 200, but sometimes I ll get 1500 in an hour.
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But the aggregate of that, if you do the math,
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at average, a thousand words per day, 350 days a year, 300.
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So without weekends, let s call that 300 days a year.
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So 300 times a thousand is a lot.
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And that s how I write.
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That s how I consistently write and publish books.
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And so if I m a diehard writer right now in the audience, I m going to go, well, what the hell do I write about?
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It s easy for you to do because you re a writer.
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So what are the subjects that I should talk about?
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And suppose I sit down and I can t think of anything to write.
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Well, you ve got a lot of questions in there, Jeffrey.
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I have answers, though.
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OK, go.
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Okay, so if you want to know what to write, you write about what people are coming to you for already.
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So exercise number one is who are you writing to?
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Who you re writing to is generally your ideal customer.
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So your ideal customer or your client, the person that you re already serving, what are the first questions that they ask you when they sit down with you?
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So the first questions I get are, what do I write a book about?
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Who do I write my book for?
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How do I outline a book?
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How do I publish a book?
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How do I market a book?
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Those are all the questions that I get.
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So I just write, I would write down all the questions after I identify who exactly I m writing to.
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So is it gender-specific, age-specific, location-specific, products-specific, or any of those things, right?
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Write down all of those questions, and those become your talking points.
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Let me interrupt and say, I sell food.
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I m a food wholesaler, and I ve been doing this for a long, long time, and I like this idea.
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So, am I going to sit down and write about lettuce, or am I going to sit down and write about salad?
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OK, well, let s play this game because this is my favorite game to play.
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So who are you selling the food to Jeffrey restaurant?
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OK, and what problems do restaurants have with food?
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Do they need to know how much food to order?
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How often to have the food delivered?
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What type of food to source?
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Is there cheaper food that s even better quality?
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And then on the outskirts are slow service or lousy atmosphere inside the restaurant or.
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I can t keep good staff, those kinds of things.
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So there s obviously, when you dissect it, there s plenty to write about.
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Always plenty to write about.
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It s coming from the perspective of who are you serving, and how are you serving them, and how can you serve them in writing to differentiate yourself as the expert that they need to engage when the time comes to engage someone.
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You know, I think I should write a book about checking in at a hotel.
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Oh, the customer experience.
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I ve done it thousands of times.
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And there s something unique about each one.
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You know, I were they give excuses, and then they become defensive.
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And you know, we re we re full last night and check in time is three o clock.
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And my response is always, well, your check-in time is 3 o clock, but my check-in time is now.
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So we differ in check-in times.
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And it s a fun story, but there s hundreds of those stories.
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And then there s the leadership part, where somebody in the back room has a huddle with their people in the morning, and the manager comes out and says, look, we were full last night.
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We re going to get a lot of people come up to the front desk and ask us to check in early.
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Does anybody have any ideas about how we could piss off every single one of those people that comes in?
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Somebody goes, yeah, I got it.
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I got an idea, boss.
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Let s just tell them we re full and check in time for three o clock, that ll piss them off.
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So think about what the bad parts are, and then you have to have the good parts, correct?
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You have to tell them what to do or how to do it.
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Right.
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Make it so that you re writing about the customer s or the client s experience.
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so they can have a good experience.
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They can have hindsight being 2020, right?
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So we re building a house, and we used a survey company, and we will never, ever, ever, ever use the name of the survey company.
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And I d like to come back on sell or die and throw them under the bus when I can move into my house.
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They re so bad.
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But if I throw them under the bus now, I might not get my other permits, but they re so bad.
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You don t know that when you hire them the first time.
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You only know not to hire them the second time.
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So make the experience excellent
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for the person who s doing it for the first time.
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If you ve never checked into a hotel, here s what you need to know.
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If you ve never checked into our hotel, here s what you need to know.
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There are so many ways you can make the lives of other people easier with the knowledge that you have right at your fingertips.
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And people don t realize that.
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They think it has to be bigger or more complex.
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OK, let me get a more realistic picture now.
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Our attention span as an adult has been reduced to about a minute and a half.
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How long should a book be like?
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This book is really cool because it s short and sweet and everything about it is all the pages are full.
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There s hardly anything empty.
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It s easy to read.
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It s if you re listening on the podcast, Jeffrey s holding up a book.
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that s in a unique size that Anna Rae wrote called The Best Selling Book.
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It s about five by eight.
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It s four point two by seven.
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OK, to be exact, a man s breast pocket.
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Yeah.
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Yeah.
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So how long should a book be?
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The answer is it depends.
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I get to be a lawyer right now.
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The answer is it depends.
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You want to tell people what you need to tell them.
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Nothing more, nothing less.
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This book, the best-selling book formula is 15,000 words, which is the size that allows an author to have a hundred pages, which allows for an author to have the words on the spine.
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So you want to have words on the spine.
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So when the spine s out, people know what book they re looking at.
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So it s a hundred pages of 4.2 by seven, including front matter and back matter with 15,000 words of content in the middle, 15,000 words of manuscript.
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I will tell you that my publisher, one of my crappy ones, and I don t want to mention their name because it wouldn t be fair to Wiley, but they demand that you have at least 150 pages.
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And I m like 20,000 words.
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That s my max.
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So, I ll fill the book with full page quotes.
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So that when the book is designed and someone picks it up off the shelf, it looks immediately readable.
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Oh, I can read this.
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There s a bunch of full page quotes.
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So it has to look readable for someone to make it buyable, correct?
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Correct.
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Yes, I 100% agree.
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I think that there are a lot of 250 or 300 page books
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that are gratuitous, that there s a lot of fat in there and not a lot of meat, not a lot of, there s a book I ve talked about.
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I won t say who the author is because I m a huge fan of the author and it s not Jeffrey Gittemer, but he has three books in a series and two of them are awesome.
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And one of them I think was part of a three book deal.
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because I was seven hours of audio book and I just kept listening faster and faster and faster because he just kept saying the same thing over and over and over again.
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And I thought he got a million dollars per book.
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And this third book, the idea was so thin it could have been a 15,000 word book, but instead it s an 80,000 word book.
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Oh, my God.
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And there are a lot of people that like it because I think they ve never been introduced to this concept.
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And if I say what it is, everybody will know what the book is and who the author is.
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So I m not going to do that.
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Don t want to throw anybody under the bus.
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What is the rhyme with?
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Jeffrey.
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I m not saying, I m not saying because I don t know that this author really knows who I am, but if he ever did, and it s a he, so there you go, it s 50%.
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You can guess 50% of the authors out there.
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Then he would like have this bad impression of me when I m actually a big fan.
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But I do think that it was a third book and a three book deal.
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That s the only way that this third book makes sense to me because it was so fat.
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And I felt like, who do I send my bill for seven hours to the seven hours of my life?
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I can t get back.
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The only upside was I was walking for seven hours.
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My pants still fit, but that s about the only benefit.
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That s funny.
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I m one of those people.
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I don t listen to books.
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I either read them or I, uh, I Kindle them.
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I do all of it.
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I do all of the above.
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So I normally get a Kindle version of a book to see if it s good, because there are a lot of books that I think are going to be good, and then I get them and I don t like them.
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So then I don t want a book on my bookshelf.
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But if a book is good, I ll read it on Kindle, because I always want to have it, because I always have at least one version of a Kindle within reach at all times.
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So Kindle app on my phone, an actual Kindle, which is wonderful.
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Was the other thing you held up a Kindle?
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Yeah, so check it out.
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That s what they look like now?
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Yeah.
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Oh, wow.
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It s like square.
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Yeah.
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This is the one that doesn t do anything but Kindle.
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So it doesn t have like it doesn t have computer.
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It has Wi-Fi, obviously, so I can get the books.
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But my point is when I was living in the city, which I don t live in the city now, I used to walk my dog two or three times a day for at least a half an hour.
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And so I was always either on the phone listening to a podcast or listening to a book.
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But I always kept something so that because I think
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you know, part of our psychology and managing what is not always the most positive world to live in is just having a lot of good, positive input.
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One hundred percent.
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I do, too.
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I want to talk more about writing a book.
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You talk about best selling versus best earning.
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That s interesting.
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SPEAKER_02
Yeah.
1
SPEAKER_01
So everyone wants a best seller on Amazon, but they didn t make a fucking nickel.
1
SPEAKER_01
That s a book title.
1
SPEAKER_02
If someone is wrong, like is is the metric that people care about with best selling?
1
SPEAKER_02
Is that a wrong metric?
1
SPEAKER_02
Is that just a vanity metric?
1
SPEAKER_02
Like what what should people care about?
1
SPEAKER_03
Well, so I m I don t want to shut on anybody.
1
SPEAKER_03
And I don t want to tell anyone that they re wrong.
1
SPEAKER_03
So I want to I want to talk about effective versus ineffective.
1
SPEAKER_03
Yeah, let me see, Stan, you know, because someday I ll be a diplomat, maybe.
1
SPEAKER_03
And I would like to be in Paris.
1
SPEAKER_03
So if anyone, if anyone cares and is listening, I would like to be a diplomat in Paris.
1
SPEAKER_03
Thank you so much.
1
SPEAKER_03
Anyway, so I live in the world of not good, bad, right or wrong, but is it effective or ineffective?
1
SPEAKER_03
And so what I have seen in my career is that people will say I m a number one bestseller on Amazon.
1
SPEAKER_03
I m a number one.
1
SPEAKER_03
I m a number one bestselling book.
1
SPEAKER_03
But the fine print is that they did not make any money because they were a bestseller for an hour.
1
SPEAKER_03
So the Amazon algorithms update hourly.
1
SPEAKER_03
So someone can rank number one in a category for one hour and have a bestseller tag.
1
SPEAKER_03
So they can say number one Amazon bestseller.
1
SPEAKER_03
But they re not number one overall on Amazon, which is what the public thinks that they re saying.
1
SPEAKER_03
I m number one on Amazon.
1
SPEAKER_03
That s the first thing.
1
SPEAKER_03
Having third-party validation and having credibility with the general public who does not understand this is fine.
1
SPEAKER_03
I have no issue with that.
1
SPEAKER_03
Perception is reality.
1
SPEAKER_03
We want people to perceive that we re successful, that our books are successful, and that we are doing well so people will buy our books.
1
SPEAKER_03
However, when your book is the number one bestseller on Amazon in a category, that means you ve sold maybe five books.
1
SPEAKER_03
It could be to your Aunt Martha, and that means you ve made 35% or 70% of the list price, which means you ve made no money whatsoever, especially if you ve invested in producing a quality book.
1
SPEAKER_01
So I think what people- If someone says they re number one bestseller, they ve made enough money to buy a sandwich.
1
SPEAKER_03
Maybe, maybe, but they re certainly, they re a best-selling book, but they re not a best-earning book.
1
SPEAKER_03
What I care about is my books making money.
1
SPEAKER_03
At the end of the day, at the end of each month, Amazon and Apple and all the places deposit money into my account, and I don t want it to be a zero.
1
SPEAKER_03
I want it to be a best-earning book.
1
SPEAKER_03
I want my book to make money today, tomorrow, next week, next year, and a decade from now.
1
SPEAKER_03
And so what I so I ve created this term best earning book because a best earning book may or may not be a best selling book, but it s a book that s going to make you money.
1
SPEAKER_03
So I want a book that s consistently selling over time, not just selling for an hour.
1
SPEAKER_03
So I get a bestseller tag so I can put it on Facebook.
1
SPEAKER_03
So a bunch of people can say, oh, that s wonderful.
1
SPEAKER_03
Honoré, congratulations, because they re not paying my mortgage.
1
SPEAKER_03
right?
1
SPEAKER_03
With the likes and loves and all that kind of stuff.
1
SPEAKER_03
Like what pays it is the sale.
1
SPEAKER_03
And not only that, if we re going to go with what people might want to care about more is it s not book sales, it s book reads.
1
SPEAKER_03
I don t want people to buy my book and then put it on a pile of books.
1
SPEAKER_03
I want them to feel so compelled to buy it and read it as soon as possible.
1
SPEAKER_03
It needs to go right to the top of the stack and they need to be reading it right away.
1
SPEAKER_03
I want them to read it and review it because then
1
SPEAKER_03
We get into the number one way people find out about a book is through recommendation.
1
SPEAKER_03
And when you engage the algorithms, because people have bought your book and read it and reviewed it, then it gets recommended.
1
SPEAKER_03
And then the cycle continues in the best possible way.
1
SPEAKER_03
So what I think people care about is money.
1
SPEAKER_03
If they care about money, then they would care about sales and reads and reviews and recommendations and rinse and repeat.
1
SPEAKER_03
And that s what a best earning book is.
1
SPEAKER_03
is a book that does all of that.
1
SPEAKER_01
The last page of the book, thanks for reading this.
1
SPEAKER_01
Please recommend it.
1
SPEAKER_01
Please recommend me now on Amazon while you re thinking about it.
1
SPEAKER_03
Yeah, there s one in here like that.
1
SPEAKER_03
I think so.
1
SPEAKER_03
Would you kindly review this book right there?
1
SPEAKER_01
Yeah, that s cool.
1
SPEAKER_01
For some reason, I ve just never asked people to endorse or review the book.
1
SPEAKER_01
I just I ve been very fortunate to get reviews.
1
SPEAKER_01
You know, I know if I publish a book, someone s going to review it just because of my history.
1
SPEAKER_01
Correct.
1
SPEAKER_01
But I would also say that just because you ve written your book doesn t mean you shouldn t ask.
1
SPEAKER_03
Right, well, if you don t ASK, you do not GET, generally speaking.
1
SPEAKER_03
It took me being an author to understand that what I wanted were honest five-star reviews.
1
SPEAKER_03
So what I needed to give were honest five-star reviews.
1
SPEAKER_03
If I don t have something nice to say, I don t say it.
1
SPEAKER_03
So if I can t write at least a four-star for a book, I don t say anything.
1
SPEAKER_02
Yep.
1
SPEAKER_02
So if I cannot be kind, I m quiet.
1
SPEAKER_02
That s a good method.
1
SPEAKER_02
I like that.
1
SPEAKER_02
I really like the distinction between best selling and best earning and
1
SPEAKER_02
how much more effective it is to focus on how you re going to monetize your book and get the word out and get people to read it, then get concerned with the validation metric.
1
SPEAKER_02
Really, I think that s what bestselling is.
1
SPEAKER_01
Keep in mind that our audience is full of salespeople who vary between smart and smartass.
1
SPEAKER_01
It s better than being a dumbass.
1
SPEAKER_03
I m just saying.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
But the salesperson is going to say, well, if I m a if I m a best selling book, aren t I automatically a best earning book?
1
SPEAKER_01
If I m a best earning book, am I not automatically a best selling book?
1
SPEAKER_03
The reverse is not always true.
1
SPEAKER_03
If you re a best-selling book, but only for a minute.
1
SPEAKER_03
In other words, the algorithms and the metrics update hourly.
1
SPEAKER_03
So you can be a best-selling book and get the tag, and it s only going to last an hour, maybe a day, maybe a week.
1
SPEAKER_03
But what you need to do is screenshot it during that five minutes.
1
SPEAKER_03
That s what a lot of people do.
1
SPEAKER_03
They go, I m the best selling author on Amazon, but they re not a best earning author because it s not selling the next hour and the next day and the next week and the next month.
1
SPEAKER_01
That category, whatever their category is, it could be like, you know, people with road rage that didn t get killed.
1
SPEAKER_01
That s right.
1
SPEAKER_03
You could be you can be number one in the kitten leg warmer category.
1
SPEAKER_03
You can be number one.
1
SPEAKER_03
And I love
1
SPEAKER_02
I love Honoré s example, hidden leg warmers versus Jeffrey s, the road rage people that couldn t die.
1
SPEAKER_03
Yeah, I mean, there are 16,000 categories.
1
SPEAKER_03
And so the ones that are tough are business, entrepreneurship, sales, nonfiction overall, right?
1
SPEAKER_03
And so to be number one, and what I found is that people that are number one in those categories are not doing a screenshot.
1
SPEAKER_03
They are off selling things.
1
SPEAKER_03
They are making money.
1
SPEAKER_03
They are selling services.
1
SPEAKER_03
They re not doing a screenshot for external validation because their validation comes from inside, which is a completely different conversation.
1
SPEAKER_03
But I think, Jeffrey, you came to be at a time when not everyone could just write and publish a book, and were writing and publishing a book.
1
SPEAKER_03
And so you have a special kind of credibility and audience that is hard won.
2
SPEAKER_02
over, you know, before social media, through business journals and through writing and through consistent public speaking and through just being a kind person and signing books.
2
SPEAKER_02
And all of your books are gold, right?
2
SPEAKER_02
I mean, that s just, that s just a fact.
2
SPEAKER_02
So if you re listening to this and you ve read Jeffrey s books and you haven t written a review or recommendation, please do that because it s important, right?
2
SPEAKER_02
Reviews are important because they re third-party validation.
2
SPEAKER_02
I think now it s harder and easier.
2
SPEAKER_02
And that s why you have to ask.
2
SPEAKER_02
I think it s harder for authors to get reviews because there s so much competition and it is so easy or so easy to publish.
2
SPEAKER_02
I think it s easier because you can just say to someone, can you go and review my book?
2
SPEAKER_02
Whereas before there was no Amazon, right?
2
SPEAKER_02
You had to go to the bookstore and you had to to buy the book and you had to get it out there.
2
SPEAKER_02
So in some ways it s easier and in some ways it s harder.
2
SPEAKER_02
And now there are starting to be some blocks around who can leave a review.
2
SPEAKER_02
And it has to be, you know, you have to purchase the item and you have to verify a reader, a verified purchaser.
2
SPEAKER_02
Those things are those things are very important.
2
SPEAKER_02
And they re weightier.
2
SPEAKER_02
Right.
2
SPEAKER_02
If you ve bought the book and you review it, then it s five times weightier.
2
SPEAKER_02
The rules change, though.
2
SPEAKER_00
regularly.
2
SPEAKER_00
I didn t join LinkedIn until 2008.
2
SPEAKER_00
That s when my fifth book came out, maybe six.
2
SPEAKER_00
The Little Red Book was my benchmark book.
2
SPEAKER_00
It was my fourth book.
2
SPEAKER_00
It was the number one bestseller on Amazon overall.
2
SPEAKER_00
It was the number one book.
2
SPEAKER_00
It was there for a couple of days, which made it even more valid.
2
SPEAKER_00
I ve had other number one bestsellers on Amazon overall.
2
SPEAKER_00
And then Amazon changed their algorithms that said one vote, one book.
2
SPEAKER_00
If you buy 10 books, it only counts as one vote.
2
SPEAKER_00
That s right.
2
SPEAKER_00
Which is total bullshit.
2
SPEAKER_00
And when the little green book of getting your way came out, I outsold Harry Potter by a thousand books and never made it to number one.
2
SPEAKER_00
I was number two for like a week.
2
SPEAKER_02
Yeah.
2
SPEAKER_00
because everybody bought one book and everybody bought 10.
2
SPEAKER_00
I mean, literally, it was like 5,000 books in a week.
2
SPEAKER_02
They knew J.K.
2
SPEAKER_02
Rowling was very poor and she needed money.
2
SPEAKER_02
They were helping.
2
SPEAKER_00
Yeah.
2
SPEAKER_00
Turns out she s not a bad writer either.
2
SPEAKER_00
But the bottom line there is that you have to know the nuance of what s going to get you to that level.
2
SPEAKER_00
You have to study what happens in order to be able to understand why or why not you ve made it.
2
SPEAKER_00
And that s true.
2
SPEAKER_02
And it always is changing.
2
SPEAKER_02
And so your best bet, if we downshift into book marketing talk for just a second, the best viewpoint, in my opinion, to come from is that you don t necessarily, as an author who is not world famous, who doesn t have a big list, who hasn t been around for a long time, the best
2
SPEAKER_02
a perspective is to just say, I m going to do something to market my book, something or something to market my book continuously, purposefully and intentionally every single day until until you die.
2
SPEAKER_00
I heard what honorary means is the best way to sell your book.
2
SPEAKER_00
Yeah.
2
SPEAKER_00
So we try to use marketing and sales in different perspectives.
2
SPEAKER_00
People that don t know how to sell go into marketing, but people know how to sell go into sales.
2
SPEAKER_00
And so I heard
2
SPEAKER_00
You re going to need clients that are friendly to you.
2
SPEAKER_00
You re going to need some kind of a platform where people can go and either get an excerpt, get a chapter, get some kind of preview as to what s going on.
2
SPEAKER_00
And you re going to need to be on Amazon because they sell 10 times more books than Barnes & Noble.
2
SPEAKER_02
So to come at it from a different perspective, to use your book to sell your service.
2
SPEAKER_02
So let s say you re a salesperson and you serve a geographic area.
2
SPEAKER_02
Your company is geographically limited.
2
SPEAKER_02
So you re not in any other locations.
2
SPEAKER_02
You re not a franchise is what I was trying to say.
2
SPEAKER_02
English is my first language.
2
SPEAKER_02
you re not a franchise.
2
SPEAKER_02
And so you re limited geographically.
2
SPEAKER_02
I did a book with a guy who he sells a service in an area in the Midwest.
2
SPEAKER_02
Every client pays him $5,000 a month.
2
SPEAKER_02
So $60,000 a year.
2
SPEAKER_02
And he has a five-year contract.
2
SPEAKER_02
So it s $300,000 per client.
2
SPEAKER_02
So we did a book and he s never sold his book ever to anyone.
2
SPEAKER_02
He did not care about
2
SPEAKER_02
Amazon wrote a book to distinguish himself from the competitors in the area.
2
SPEAKER_02
He said, I don t care what you charge because I m going to make it back.
2
SPEAKER_02
And we did a book and he prints that book in beautiful.
2
SPEAKER_02
So I have hard covers.
2
SPEAKER_02
His are a little bit smaller.
2
SPEAKER_02
So I have this is a five and a half by eight and a half hardcover.
2
SPEAKER_02
This is a little bit smaller.
2
SPEAKER_02
So it s between this size and this size.
2
SPEAKER_02
And he gives that book out.
2
SPEAKER_02
His salespeople give that book out and they engage $300,000 business.
2
SPEAKER_02
He s basically put his competitors out of business because it s all high content information.
2
SPEAKER_02
It s all, here s what you need to know.
2
SPEAKER_02
Here s what you need to know.
2
SPEAKER_02
Here s what you need to know.
2
SPEAKER_02
Here s what you need to know.
2
SPEAKER_02
And he s crushing the competition.
2
SPEAKER_02
with this book that he just, he randomly found me out of the blue said, can we do a book?
2
SPEAKER_02
Can we do a good book?
2
SPEAKER_02
Can we do a good book in six months?
2
SPEAKER_02
And I said, yes, yes, yes.
2
SPEAKER_02
And yes, let s do it.
2
SPEAKER_01
One of the easiest sales I ever made.
2
SPEAKER_01
And he s crushing it.
2
SPEAKER_01
That s amazing.
2
SPEAKER_01
What, what distinguishes a good book for, or like a readable book, something someone wants to read and share versus a book?
2
SPEAKER_02
Well, it s information that they want that they can t get by searching Google.
2
SPEAKER_02
So I think there are three tiers of questions.
2
SPEAKER_02
And I have a book coming out in June, and I talk about the three tiers of questions.
2
SPEAKER_02
There are the questions that your customers know to ask you.
2
SPEAKER_02
There s the questions that your smart customers
2
SPEAKER_02
try to ask you.
2
SPEAKER_02
They don t know what they don t know, but they re trying to ask it.
2
SPEAKER_02
And then there are the questions that they don t know that they don t know because they just don t have information.
2
SPEAKER_02
They just don t have your knowledge and experience.
2
SPEAKER_02
So tier one questions are what common sense people would ask you.
2
SPEAKER_02
Then the second tier questions are like insider information.
2
SPEAKER_02
It s like, oh, I didn t even know to ask that.
2
SPEAKER_02
I didn t even know that was a thing.
2
SPEAKER_02
People say about books,
2
SPEAKER_02
Generally, people don t understand that keywords are actually phrases.
2
SPEAKER_02
They re keyword strings.
2
SPEAKER_02
So how to write a book is a keyword.
2
SPEAKER_02
A word sounds like it s one word, but how to write a book is several words.
2
SPEAKER_02
It s a keyword string.
2
SPEAKER_02
So that s a second level question.
2
SPEAKER_02
And then how do I launch my book to effectively engage the algorithms with an advanced reader team?
2
SPEAKER_02
That s like level three stuff, right?
2
SPEAKER_02
That s like... Yeah.
2
SPEAKER_02
People don t know to ask that.
2
SPEAKER_02
They don t know to ask it because they ve never done it.
2
SPEAKER_02
And so if you re writing a book that s going to get people to hire you, you want to include the logical questions that almost everybody would know to ask you.
2
SPEAKER_02
You want to include some of the level two stuff.
2
SPEAKER_02
that clears up any mystery because sometimes what you assume is incorrect, not having inside knowledge, and then there s the inside knowledge stuff that people are going to go, oh my gosh, I had no idea.
2
SPEAKER_02
This is pure gold.
2
SPEAKER_02
Give me this information.
2
SPEAKER_02
It s everything I put in the bestselling book formula because I was questioning my assumption that if somebody was, if Jeffrey s special, if Jeffrey just writes and publishes a book and he s magical and he doesn t have to do all the things, then why do I even try?
2
SPEAKER_02
But if what he s doing has some logic and common sense to it, and it s something I can figure out and learn, then I ve got a shot.
2
SPEAKER_02
Then I too could be successful.
2
SPEAKER_02
And so you want to give people that level three information, because there is no way that even if you give them five inside pieces of information, that they re going to know the 500 you didn t have room to include.
2
SPEAKER_02
As an expert, you know so much that people have no idea about.
2
SPEAKER_02
That s why I was like, oh, you want to write about food things?
2
SPEAKER_02
It s like, here, I played this game all day.
2
SPEAKER_02
This is what I do for a living.
2
SPEAKER_02
I m like, let me monetize your book for you.
2
SPEAKER_02
Here s an idea.
2
SPEAKER_02
Here s an idea.
2
SPEAKER_02
Here s an idea.
2
SPEAKER_02
Somebody showed up this past weekend.
2
SPEAKER_02
And I was like, one of my clients, we did a book together.
2
SPEAKER_02
And I was like, I had two book ideas for you.
2
SPEAKER_02
And his mom was like, but aren t you having a party?
2
SPEAKER_02
I was like, it came to me in meditation.
2
SPEAKER_02
He goes, why were you thinking about me in meditation?
2
SPEAKER_02
I m like, I don t know.
2
SPEAKER_02
It s how my brain works.
2
SPEAKER_02
But as an expert, that s the stuff that you just pull down automatically.
2
SPEAKER_02
You just know it.
2
SPEAKER_02
It s like knowing how to have a closing conversation in sales.
2
SPEAKER_02
How do I close this?
2
SPEAKER_02
And you go, well, what about this?
2
SPEAKER_02
What about this?
2
SPEAKER_02
What about this?
2
SPEAKER_02
What about this?
2
SPEAKER_02
It s like, it s just right there for you.
2
SPEAKER_02
And that s everyone that s listening is you have information at your fingertips that the person you re talking to would give anything for.
2
SPEAKER_02
They push their grandmother down a flight of stairs for inside information.
2
SPEAKER_02
Not that you d want them to do that, obviously, but pillows at the bottom of the stairs, save grandma.
2
SPEAKER_02
But, but you understand is like, you know, things that if you put it in writing, even if you did a pamphlet or a handout, it doesn t even need to be so big as a book.
2
SPEAKER_02
I mean, we re talking about books and I m sure some people are thinking.
2
SPEAKER_02
I don t want to write a book.
2
SPEAKER_02
It seems like it s too much, whatever.
2
SPEAKER_02
It s about being in service to the people that you re serving.
2
SPEAKER_02
And when you care about people and you re serving them by giving them information that they can t get other places, you ve got a customer for life.
2
SPEAKER_02
I m preaching to the preacher and the preacher asks here.
2
SPEAKER_00
Diehards, we have an offer.
2
SPEAKER_00
Honore has a program that I want you to take advantage of, and it s a freebie.
2
SPEAKER_01
Honore, you have this amazing eight day challenge.
2
SPEAKER_01
Can you tell us about it?
2
SPEAKER_01
I can.
2
SPEAKER_02
I wrote the eight day write your book challenge.
2
SPEAKER_02
for people who wanted to write a book but had no idea where to start like what do I even do and so it s eight emails one every day you re going to take 15 to 20 minutes or two to three minutes depending on the day just to do the exercise so that by the end of eight days you ve got a nice
2
SPEAKER_02
a nice basis to write a book.
2
SPEAKER_02
And honestly, it could be a book, it could be an ebook, it could be a pamphlet, it could be something that you re passing out to your best customers or the customers that you really want to get that s information they can t get anywhere else.
2
SPEAKER_02
Your competition sure as heck isn t giving it to them because they think the more I keep from my customers, the more they need me.
2
SPEAKER_02
When in fact, the more you give away,
2
SPEAKER_02
The more you keep, that s what Dr. Shackley said.
2
SPEAKER_02
So Dr. Shackley is the founder of Shackley Corporation, one of the first companies I worked with.
2
SPEAKER_02
And that s one of the things he said is the more you give away, the more you keep.
2
SPEAKER_02
So apply that to your writing.
2
SPEAKER_02
Well, I love that.
2
SPEAKER_01
OK, so in order to get the in order to get the eight day challenge, they go to honorary quarter dot com slash eight day challenge.
2
SPEAKER_01
We re going to put that in the show notes.
2
SPEAKER_02
thehonorecorder.com and then forward slash the number eight day, D-A-Y challenge, all spelled out all together, all smushed together.
2
SPEAKER_02
Perfect.
2
SPEAKER_01
We re going to put that in the show notes, so just click the link below.
2
SPEAKER_01
Get in on there.
2
SPEAKER_01
If you have been thinking about writing a book, probably not been for a minute or a day or a week, it s probably been for a while.
2
SPEAKER_00
Somebody said, someday I m going to write a book.
2
SPEAKER_00
You re in that category, but the first chapter is probably not written.
2
SPEAKER_01
Right.
2
SPEAKER_01
So this is an easy and free way to get started on arrayquarter.com slash HHL.
2
SPEAKER_01
I m so excited for them to sign up.
2
SPEAKER_00
I m going to take it as well.
2
SPEAKER_01
Ooh, go Jeffrey.
2
SPEAKER_02
I think you should write a book, Jeffrey.
2
SPEAKER_00
Well, I m actually writing the sequel to Get Shit Done.
2
SPEAKER_00
It s called Don t Do Dumb Shit.
2
SPEAKER_00
And I have that sort of the outline for it, but I wouldn t mind learning about what the strategies are from other people whom I respect.
2
SPEAKER_02
Well, thank you.
2
SPEAKER_02
I think you maybe want to retitle it Do Smart Shit.
2
SPEAKER_00
Well, actually, it s kind of a dual title.
2
SPEAKER_00
It s actually a dual title.
2
SPEAKER_00
It is don t do dumb shit.
2
SPEAKER_00
And it s it s make smart money.
2
SPEAKER_00
Oh, is the subtitle.
2
SPEAKER_01
Yeah, I didn t really want shit in the title because, you know, but he already has get shit done.
2
SPEAKER_01
So this is like the sequel.
2
SPEAKER_01
Yeah.
2
SPEAKER_02
I was just going to say the brain does not hear the word don t.
2
SPEAKER_02
So if you say to Jen, if you re going to the store, don t forget the milk.
2
SPEAKER_02
She s going to come home and look at you and say, I forgot the milk because the brain doesn t hear.
2
SPEAKER_02
Don t.
2
SPEAKER_02
So don t.
2
SPEAKER_00
Yeah.
2
SPEAKER_02
So what you re going to be able to do is dumb shit.
2
SPEAKER_00
The opening of the book will have a quote, hold my beer and watch this.
2
SPEAKER_00
That s the beginning of the dumbest shit you could possibly do in your life.
2
SPEAKER_00
It usually ends up with a trip to the emergency room in a hospital.
2
SPEAKER_02
Yeah, no good story ever starts with we had a salad.
2
SPEAKER_02
Yeah, exactly.
2
SPEAKER_01
Oh man, honoree.
2
SPEAKER_01
Thank you so much for being here.
2
SPEAKER_01
This has been amazing.
2
SPEAKER_01
You are amazing and we are so grateful for all your knowledge.
3
SPEAKER_02
and expertise and for you sharing it.
3
SPEAKER_02
The challenge, the investment is zero and the outcome could be exactly what you ve been hoping for for a long, long time.
3
SPEAKER_02
And when you take the challenge, you ll be taking it right along with me.
3
SPEAKER_02
So your challenge is to achieve.
3
SPEAKER_02
That s what this podcast is all about.
3
SPEAKER_02
It s about helping diehards like you achieve or achieve more.
3
SPEAKER_02
And I can tell you that writing is a path to wealth.
3
SPEAKER_02
It will lead you to wealth, but you have to have to do it.
3
SPEAKER_01
You actually have to write something.
3
SPEAKER_02
We re going to talk to Honore a little bit more in a future podcast and get down to the nitty gritty of what do you do?
3
SPEAKER_02
OK, I m starting now.
3
SPEAKER_02
What?
3
SPEAKER_02
Yeah, because there s an awful lot that s encompassed with that.
3
SPEAKER_02
And then I m finished.
3
SPEAKER_02
Now, what?
3
SPEAKER_02
Because it s not just a matter of writing the book, it s a matter of selling the book and pocketing some change.
3
SPEAKER_02
So been a pleasure, Jenny.
3
SPEAKER_01
Thank you, Jeffrey.