Author Interviewer (4:10)

Did you have a process for testing which ideas resonated with an audience? That again, somebody. Again, so someone like me. I have a huge body of work. I don't know what to put into a book. I have my own thoughts. I have. You know, I could do some Tools of Titan type stuff like Tim Ferriss did. Pretty easy to do that. But is there. Is there a framework or a process or even like a focus group? I don't know if people still do those, but maybe the focus group or just hit up your friends and texted them and we're like, hey, does this idea hit awesome? I'm going to include it.

Author (4:44)

Yeah. I mean, dude, I think this is the. The open secret of, like, so many of the greatest authors of this sort of decade. Like, James Clear was a blogger. He spent years writing that book, tweeting, seeing the responses to different tweets, putting things in newsletters, talking to people, doing talks, seeing what resonated in different blog posts and he was so methodical about that book itself. This is also Morgan Housel's story. This is also Tim Ferriss's story. In a way this is Naval's right. Like the Internet had already made Naval popular for these ideas and I wasn't systematic in like, I'm going to make sure all of the most liked tweets are in this book. That's not how I approached it. It was much more curatorial of like, what's the most useful thing, how do they all fit together? And then just removing things that people found boring. And so I think process wise to your point, like you have a lot of data, you have a lot of information already just based on historical behavior, what people have found interesting. You could look at replays on the YouTube, on your YouTube, like thing. You could look at what clips are performing. You can look at your open rates, you could look at. On different subject lines. You could look at, you can export your whole tweet history and look at the likes and retweets on those things. There's so much data available to you as a creator who's like gone through this for years and years and years and, and then once you're in book form, I really, I've become a believer in the, like the, you know, beta readers. And so I, I get to some point in the manuscript where I'm like, I don't know how I'm gonna, I, I'm reaching my crossroads of like, I'm not, I don't have high conviction in the decisions I'm about to make. But I think this is getting good. But I feel like I'm slowing down on edits. So I'm gonna take a snapshot version of this manuscript. I'm gonna stop working on it. I'm gonna send it to 25 people. They're all going to read the same version of the manuscript. I'm going to have a call with each of them, I'm going to ask them all the same questions and I'm going to see what they recall. I'm going to see what they're excited to talk about. I'm going to see what parts they skipped. I'm going to. And then, you know, you can't overweight on any one person and you want them all to read the same thing. And then you just use your judgment to process all of that and try to get a, you know, diverse ish group of people so that you got a different set of opinions. And I found that to be a really, really good way and then just frankly having the balls to edit and edit and edit and keep cutting and remember that nothing's wasted. You know, maybe, maybe you're writing two books at once and your scrap goes into the start of the next book. Maybe it goes into the blog, maybe it goes into marketing. But it really helps to know that you're not just, you know, lighting that work on fire when you pull it out of the manuscript, but you're doing a favor to the core book and you're building something. You're getting another asset out of the sawdust, basically.

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Author (7:52)

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Author (8:35)

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Author (9:13)

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Author Interviewer (9:23)

How do you launch a book that's self published, take it to market, sell it, all of that?

Author (9:28)

It's pretty simple. I mean it's the same things you do if it's traditionally published. The difference is just that you own the whole upside. It is a process of gathering your people around you, preparing them for this book that's coming, asking for what you need, being organized. There's some things that you do that are, it depends a lot on the book and the goal. And now in my role at Scribe, I've gotten to take more and more authors through this and it's always a process of trying to understand what each individual author is trying to achieve with their book. And the tactics, the specific tactics are changing sometimes like year to year or quarter to quarter. But it's a really, you know, you get listed on a few distribution platforms, you sort of inventory your assets where your audience is, come up with compelling offers, come up with messaging, and you try to orchestrate a big launch. But then the real game is like, do you just keep marching and keep driving impressions on this book for weeks and months and years down the line? I think a lot of authors made mistake is like over index on the launch and then never talk about their book again after, you know, a month after they launch it. And it's like how many times do you have to hear about a book before you actually buy it, let alone read it?

Author Interviewer (10:42)

A lot.

Author (10:42)

A lot. Yeah, a lot.

Author Interviewer (10:44)

And like, I mean like Atomic Habits has been around for forever but now like people after hearing about it on 10 podcasts, like finally they'll go and get it. So I mean it takes a, to convince because you're, you're, it's somebody's time and energy, right? And, and that's really what you're tapping into. It's not the 25 bucks or the 30 bucks. It's like a week of somebody's life or a month of somebody's life or you know, the, the, the barometer I use for, for me, whether or not I want to consume a book is like, okay, is it worth me downloading this on Audible for like my 5 hour flight? Is that worth it to me? Is this what I want to spend my flight doing? And there's a lot of options, There's a lot of options out there. So you. Again, it's going to take a lot to convince somebody to actually consume that content. Was there any. You're going to say something or no?

Author (11:28)

Oh, I can if you want me to. I think that goes back exactly. Go for it. Exactly to go for it.

Author Interviewer (11:34)

Go for it.

Author (11:35)

Yeah, dude, that comes back exactly to like, what is the reader's benefit? Like, nobody's going to sit down and spend six hours reading a book that you think they should read. They're going to send six hours, they're going to choose the book that they think makes their life the most better the soonest. Right. Like, what problem are you trying to solve? If this book is going to help me solve that problem, I'm going to pick that up right now, I'm going to take it to my flight and I'm going to listen to this thing and hopefully I got new ideas for how to solve this problem and improve my life by the time I land. Like, if that's how your book feels to people and you've trimmed out all the other bullshit, like, it'll go, you know, I think, you know, you asked how to launch a book and I ultimately, like, I don't know how to sell books. Like, I only know how to write books that people sell to each other. Like, when you read a book, it's rarely because you saw an advertisement for the book or were just randomly scrolling and saw one impression out of it. It's because your friend who read it said, this book is fucking awesome. It talks about solving exactly the problems that we were just talking about last week. I just read it. You should read it. Here it is. So in that way, doing the work to start the flywheel of word of mouth and start people talking about your book, recommending it, you know, getting as an author invited on a podcast or newsletters and just it, that's the flywheel that has to get started and you just have to keep pushing to get that thing started, no matter how hard it is.

Author Interviewer (12:57)

Thanks for tuning in. If you found this valuable, don't forget to hit that subscribe button so you never miss an episode. And if you want to dive deeper into this conversation, check out the links in the description to watch the full episode. See you in the next one.

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