Podcast Summary: Business Lunch – "The Importance Of Your Personal Brand"

Host: Roland Frazier
Guest: Ryan Deiss
Release Date: July 8, 2025

In the episode titled "The Importance Of Your Personal Brand," Roland Frazier hosts Ryan Deiss to delve into strategic approaches for book launches and their impact on personal branding and business growth. The conversation spans over two hours, offering deep insights into effective book marketing, lead generation, and the nuances of co-authoring versus individual authorship.

1. Introduction

The episode kicks off with Ryan Deiss highlighting a significant shift in consumer behavior. He states, "The second somebody gets out their wallet, second somebody gets out their credit card, there is a fundamental relationship shift that has taken place" (00:00), emphasizing the transition from being mere content consumers to active clients. This sets the stage for a discussion on leveraging such shifts for business success.

2. Co-Authoring vs. Separate Authorship

Roland Frazier initiates the conversation by contrasting his and Ryan's experiences in writing books. He asks, "Ryan, why the heck didn't I get to write this book with you?" (01:56). Ryan candidly responds, "Yeah, it's because you add no value and I'm just not. I just don't care for you very much." (02:00), highlighting the challenges of collaborative writing.

Ryan elaborates on the inefficiencies of simultaneous projects, stating, "if we tried to write a book together, we both would have been very kind of precious with it... by this point, we would have had zero books, whereas right now, we have two. Which is cool." (02:03). This underscores the importance of focused individual efforts over joint endeavors, especially when schedules and contributions differ.

3. Objectives Behind Book Launches

The discussion shifts to the primary objectives of their book launches. Ryan explains that the goal behind his book, "Get Scalable," is to generate leads for Scalable's flagship services. He states, "we help entrepreneurs, small business owners systemize, operationalize, install an operating system in their business so their business can scale without them." (05:58). This approach is designed to create a sustainable deal flow, differentiating it from traditional book launches aimed solely at sales.

4. Strategies for Book Launch and Generating Deal Flow

Ryan emphasizes the importance of intentional strategy over conventional launch methods. He critiques the mass-scale launch approach, arguing that true word-of-mouth growth stems from referability rather than immediate visibility. He notes, "the quality of the book is what's going to keep it up there. And it's going to be word of mouth, I think, more than any ad campaign or promo." (21:03).

5. Engineering Word-of-Mouth and Referability

A significant portion of the episode focuses on cultivating referability to drive organic growth. Ryan articulates, "the whole goal of the book is not to write a book that gets bought. It's not to write a book that gets read. It's to write a book that gets referred." (21:19). This strategy involves creating content that readers find valuable enough to recommend to others, thereby fostering a network-driven promotion.

Roland and Ryan discuss the pitfalls of traditional referrals, where extensive free content can attract DIY enthusiasts who may not convert into clients. Ryan posits, "the simplest way to get somebody to make a commitment is to get them to make a small investment." (10:10), advocating for micro-commitments to filter engaged and serious prospects.

6. Distribution and Production Choices

Addressing the logistics of book production, Ryan explains their decision to utilize print-on-demand services through Amazon instead of bulk printing via Ingram Spark. He mentions, "depend on everything is printed on different qualities... All of them really good though, really happy with it." (31:21). This choice aligns with their strategy to minimize upfront costs and adapt to demand dynamically.

Additionally, Ryan details the pricing strategy for different formats, ensuring accessibility while maintaining quality. "The paperback is less than two bucks. That's great." (32:56) This affordability is intended to encourage wider distribution and sharing.

7. Future Plans for Marketing and Referrals

Looking ahead, Ryan outlines plans to implement referral incentives to enhance word-of-mouth marketing. He proposes, "if you refer three people to the book, then you get these additional benefits and so on." (27:56). Potential rewards include exclusive consultations and tours, designed to incentivize readers to actively promote the book within their networks.

Furthermore, Ryan shares a long-term vision where the book's success is measured not by a concentrated launch period but by sustained promotion through ongoing podcast interviews. He states, "If that didn't work, it will not have worked because the book just didn't hold up." (25:49), reinforcing the focus on content quality over immediate marketing spikes.

8. Conclusion

In wrapping up, Ryan and Roland emphasize the importance of intentionality in business strategies. Ryan advises, "there's not one right way to do something... know the way you want to do it and be intentional." (34:23). This principle underpins their approach to book launches and personal branding, advocating for customized strategies that align with specific business goals.

Roland encourages listeners to implement these insights, reinforcing the episode's central theme on the strategic importance of personal branding and intentional business practices.

Notable Quotes:

• Ryan Deiss (00:00): "The second somebody gets out their wallet... they're now a customer, they're now a client."
• Ryan Deiss (02:00): "I just don't care for you very much."
• Ryan Deiss (10:10): "The simplest way to get somebody to make a commitment is to get them to make a small investment."
• Ryan Deiss (21:19): "It's to write a book that gets referred."
• Ryan Deiss (34:23): "Know the way you want to do it and be intentional."

Key Takeaways:

1. Focused Individual Efforts: Co-authoring can lead to delays and diluted contributions; individual authorship may result in more efficient and effective outcomes.
2. Strategic Objectives: Books should serve as tools for lead generation and building business systems, not just as revenue streams.
3. Word-of-Mouth Marketing: Engineering referability is crucial for sustained organic growth and high-quality referrals.
4. Production Choices: Utilizing print-on-demand services offers flexibility and cost-efficiency in book distribution.
5. Incentivized Referrals: Implementing referral programs can significantly enhance word-of-mouth promotion and lead conversion.
6. Intentional Strategy: Clearly defining goals and adhering to a deliberate strategy ensures alignment and effectiveness in business initiatives.

This episode offers a comprehensive guide to modern book launch strategies, emphasizing the interplay between personal branding, intentional marketing, and business growth. Listeners gain valuable insights into creating referable content, optimizing distribution channels, and fostering authentic business relationships through strategic efforts.