{"version":"1.0.0","segments":[{"startTime":13.02,"endTime":14.79,"body":"\"Dad, we need to talk.\""},{"startTime":15.33,"endTime":18.45,"body":"Now, those are words no"},{"startTime":15.33,"endTime":18.45,"body":"father wants to hear."},{"startTime":18.57,"endTime":21.48,"body":"My daughter had my undivided attention."},{"startTime":21.99,"endTime":26.865,"body":"It was last summer and I was sitting"},{"startTime":21.99,"endTime":26.865,"body":"down, into the second inning of"},{"startTime":26.865,"endTime":28.904,"body":"a New York Yankees baseball game."},{"startTime":29.205,"endTime":31.755,"body":"And she came to me with"},{"startTime":29.205,"endTime":31.755,"body":"that loaded question."},{"startTime":32.205,"endTime":33.975,"body":"So first of all, what did I do?"},{"startTime":34.455,"endTime":35.445,"body":"I paused the game."},{"startTime":35.925,"endTime":39.165,"body":"Don't you love the fact that"},{"startTime":35.925,"endTime":39.165,"body":"we can pause live sports now?"},{"startTime":39.644,"endTime":43.845,"body":"And so I paused the game and I"},{"startTime":39.644,"endTime":43.845,"body":"said, \"Yeah, sure, what do you got?\""},{"startTime":44.385,"endTime":48.495,"body":"And I was just gearing up myself"},{"startTime":44.385,"endTime":48.495,"body":"to hear what was the question."},{"startTime":48.735,"endTime":50.864,"body":"Where was this conversation going?"},{"startTime":51.254,"endTime":56.835,"body":"And then she said, \"What should I do"},{"startTime":51.254,"endTime":56.835,"body":"next to build my online platform?\""},{"startTime":57.885,"endTime":61.545,"body":"Well first of all, when she asked"},{"startTime":57.885,"endTime":61.545,"body":"that question I was relieved, because"},{"startTime":61.545,"endTime":65.595,"body":"that question could have went in"},{"startTime":61.545,"endTime":65.595,"body":"a lot of different, areas, right?"},{"startTime":66.27,"endTime":70.679,"body":"So just to give you a little bit of"},{"startTime":66.27,"endTime":70.679,"body":"context, I am a full-time blogger."},{"startTime":70.679,"endTime":75.27,"body":"My name's Jonathan Milligan, and I've"},{"startTime":70.679,"endTime":75.27,"body":"been blogging full-time online since 2011,"},{"startTime":75.3,"endTime":80.699,"body":"podcasting since 2012, and I've been an"},{"startTime":75.3,"endTime":80.699,"body":"author and a speaker and a coach for these"},{"startTime":80.699,"endTime":83.28,"body":"last several years, full-time online."},{"startTime":83.58,"endTime":88.41,"body":"In this past year, I published a"},{"startTime":83.58,"endTime":88.41,"body":"book called Your Message Matters."},{"startTime":88.74,"endTime":91.38,"body":"And when the book came out, my"},{"startTime":88.74,"endTime":91.38,"body":"daughter was away at college."},{"startTime":91.679,"endTime":96.385,"body":"She got a copy of the book, and little"},{"startTime":91.679,"endTime":96.385,"body":"did I know she consumed the book."},{"startTime":96.385,"endTime":97.645,"body":"I didn't even know she was reading it."},{"startTime":97.645,"endTime":101.035,"body":"She consumed the book, highlighted"},{"startTime":97.645,"endTime":101.035,"body":"the book, marked up the book, and"},{"startTime":101.035,"endTime":106.375,"body":"then she contacted me and said, \"Dad,"},{"startTime":101.035,"endTime":106.375,"body":"I now understand what you do, first"},{"startTime":106.375,"endTime":107.665,"body":"of all\", which was kind of funny."},{"startTime":108.355,"endTime":111.795,"body":"\"And then second of all, I want to"},{"startTime":108.355,"endTime":111.795,"body":"do this, and I've already talked to"},{"startTime":111.795,"endTime":116.235,"body":"my cousin, who's been reading your"},{"startTime":111.795,"endTime":116.235,"body":"book and she wants to do this.\""},{"startTime":116.235,"endTime":119.775,"body":"So the book helps you to learn"},{"startTime":116.235,"endTime":119.775,"body":"how to take a passion and turn"},{"startTime":119.775,"endTime":121.245,"body":"it into a platform online."},{"startTime":121.875,"endTime":125.025,"body":"And so she said, \"We've already been"},{"startTime":121.875,"endTime":125.025,"body":"talking, we're going to launch a blog."},{"startTime":125.865,"endTime":129.435,"body":"We have a podcast that we want"},{"startTime":125.865,"endTime":129.435,"body":"to launch and a YouTube channel.\""},{"startTime":129.764,"endTime":130.544,"body":"I said, awesome."},{"startTime":130.875,"endTime":133.305,"body":"Happy to help you think that through."},{"startTime":133.785,"endTime":138.795,"body":"Now, they had done those things, and"},{"startTime":133.785,"endTime":138.795,"body":"now fast forward to the summer when she"},{"startTime":138.795,"endTime":144.894,"body":"asked me that question, \"What should I"},{"startTime":138.795,"endTime":144.894,"body":"do next to build my online platform?\""},{"startTime":145.575,"endTime":150.18,"body":"So I thought for a second, and you know,"},{"startTime":145.575,"endTime":150.18,"body":"when you're offering advice to your own"},{"startTime":150.18,"endTime":153.06,"body":"kids, you want it to be the right advice."},{"startTime":153.36,"endTime":157.59,"body":"You don't want to just flippantly"},{"startTime":153.36,"endTime":157.59,"body":"answer a question to your own child"},{"startTime":157.59,"endTime":159.57,"body":"and they end up go wasting their time."},{"startTime":159.57,"endTime":162.6,"body":"And so, me and my mind was racing"},{"startTime":159.57,"endTime":162.6,"body":"on a lot of different things."},{"startTime":163.08,"endTime":164.1,"body":"And I said, you know what?"},{"startTime":165.03,"endTime":166.2,"body":"This is what you need to do."},{"startTime":166.23,"endTime":167.52,"body":"You need to build your authority."},{"startTime":168.21,"endTime":169.11,"body":"And she's like, \"Okay."},{"startTime":169.14,"endTime":173.48,"body":"So, what's the fastest way for me as"},{"startTime":169.14,"endTime":173.48,"body":"a 19 year old to build my authority?\""},{"startTime":174.2,"endTime":177.915,"body":"And I thought for a little bit, I thought"},{"startTime":174.2,"endTime":177.915,"body":"fastest way fast, I mean, you could do"},{"startTime":177.915,"endTime":180.255,"body":"this, that, I know, I know what it is."},{"startTime":180.585,"endTime":183.225,"body":"It's to write and publish your own book."},{"startTime":184.065,"endTime":189.105,"body":"See, there's nothing like having a"},{"startTime":184.065,"endTime":189.105,"body":"book that builds your authority faster."},{"startTime":189.135,"endTime":191.385,"body":"I mean, there, there is nothing"},{"startTime":189.135,"endTime":191.385,"body":"that builds your authority faster."},{"startTime":191.565,"endTime":196.635,"body":"For the average person out there, having"},{"startTime":191.565,"endTime":196.635,"body":"a book, they see you as a recognized"},{"startTime":196.695,"endTime":201.255,"body":"expert, influencer, thought leader"},{"startTime":196.695,"endTime":201.255,"body":"and people love to consume books."},{"startTime":201.96,"endTime":206.49,"body":"It's also a very intimate way"},{"startTime":201.96,"endTime":206.49,"body":"of getting people to understand"},{"startTime":207.12,"endTime":208.17,"body":"what you're all about."},{"startTime":208.53,"endTime":210.93,"body":"Because as they go through the"},{"startTime":208.53,"endTime":210.93,"body":"journey of reading your book,"},{"startTime":210.99,"endTime":212.55,"body":"they become more connected to you."},{"startTime":212.73,"endTime":216.87,"body":"They trust you more, and there's just a"},{"startTime":212.73,"endTime":216.87,"body":"lot of benefits that a book can bring."},{"startTime":217.05,"endTime":221.519,"body":"And that's why I want to share with you"},{"startTime":217.05,"endTime":221.519,"body":"for just a few moments, how authors can"},{"startTime":221.519,"endTime":225.09,"body":"sell more books through podcast guesting."},{"startTime":225.63,"endTime":229.5,"body":"Now I'm going to give you five"},{"startTime":225.63,"endTime":229.5,"body":"steps, but some of these steps"},{"startTime":229.5,"endTime":230.829,"body":"are not going to be conventional."},{"startTime":231.57,"endTime":232.98,"body":"And you really got to think about this."},{"startTime":232.98,"endTime":237.63,"body":"It's going to be different than"},{"startTime":232.98,"endTime":237.63,"body":"what 90 to 95% of authors are"},{"startTime":237.63,"endTime":240.09,"body":"doing out there with their books."},{"startTime":240.54,"endTime":240.93,"body":"All right."},{"startTime":240.93,"endTime":243.3,"body":"So let's jump into this and"},{"startTime":240.93,"endTime":243.3,"body":"let's kind of walk through this."},{"startTime":243.3,"endTime":246.06,"body":"It's the same steps that I've"},{"startTime":243.3,"endTime":246.06,"body":"walked my daughter through, who's"},{"startTime":246.06,"endTime":248.745,"body":"in the middle of writing her book."},{"startTime":249.075,"endTime":253.095,"body":"Step one is to self"},{"startTime":249.075,"endTime":253.095,"body":"publish a compact book."},{"startTime":253.725,"endTime":257.175,"body":"Now, if you have a book"},{"startTime":253.725,"endTime":257.175,"body":"already, you're good to go."},{"startTime":257.415,"endTime":262.125,"body":"You can move on to step two, but if"},{"startTime":257.415,"endTime":262.125,"body":"you don't have a book yet, I want you"},{"startTime":262.125,"endTime":266.505,"body":"to listen up because writing a book"},{"startTime":262.125,"endTime":266.505,"body":"can be very daunting for most people."},{"startTime":266.925,"endTime":269.625,"body":"If you've never done it, it"},{"startTime":266.925,"endTime":269.625,"body":"can just feel overwhelming."},{"startTime":269.955,"endTime":272.695,"body":"Something that could take you"},{"startTime":269.955,"endTime":272.695,"body":"a year to actually get to."},{"startTime":273.185,"endTime":276.96,"body":"Now, here's what we teach, and"},{"startTime":273.185,"endTime":276.96,"body":"here's what I like to teach is,"},{"startTime":277.17,"endTime":279.75,"body":"the concept of a compact book."},{"startTime":280.29,"endTime":284.13,"body":"So if you self publish, you"},{"startTime":280.29,"endTime":284.13,"body":"can make your book as long or"},{"startTime":284.13,"endTime":285.11,"body":"short as you want it to be."},{"startTime":285.42,"endTime":288.42,"body":"Now, when I did my last book, it"},{"startTime":285.42,"endTime":288.42,"body":"was a traditionally published book."},{"startTime":288.66,"endTime":294.21,"body":"And according to the agreement, I had"},{"startTime":288.66,"endTime":294.21,"body":"to deliver a 60,000 word manuscript."},{"startTime":294.63,"endTime":298.83,"body":"They wanted a certain size, but here's"},{"startTime":294.63,"endTime":298.83,"body":"the thing, there's a trend going on right"},{"startTime":298.83,"endTime":302.595,"body":"now, of people consuming shorter books."},{"startTime":302.625,"endTime":306.135,"body":"I like to call them a compact"},{"startTime":302.625,"endTime":306.135,"body":"book, like a compact car."},{"startTime":306.645,"endTime":311.985,"body":"And a compact book is going to be"},{"startTime":306.645,"endTime":311.985,"body":"something between 25,000 and 30,000 words."},{"startTime":312.255,"endTime":314.145,"body":"So half the size of a book."},{"startTime":314.565,"endTime":320.835,"body":"Now, before you think that that can"},{"startTime":314.565,"endTime":320.835,"body":"never go or that can never show value."},{"startTime":321.225,"endTime":322.485,"body":"Let me give you some examples."},{"startTime":322.485,"endTime":326.505,"body":"First of all, this is a strategy"},{"startTime":322.485,"endTime":326.505,"body":"Michael Hyatt, a New York times"},{"startTime":326.505,"endTime":329.715,"body":"best-selling author has been"},{"startTime":326.505,"endTime":329.715,"body":"using the last couple of years."},{"startTime":330.044,"endTime":332.815,"body":"He has published several of"},{"startTime":330.044,"endTime":332.815,"body":"these, a couple of these every"},{"startTime":332.815,"endTime":336.719,"body":"year of shorter compact books."},{"startTime":336.719,"endTime":340.53,"body":"You can see from this book, it's"},{"startTime":336.719,"endTime":340.53,"body":"probably about 30,000 words, 150"},{"startTime":340.53,"endTime":343.53,"body":"pages, much shorter self published."},{"startTime":344.34,"endTime":347.909,"body":"Another example is John Maxwell,"},{"startTime":344.34,"endTime":347.909,"body":"another New York times bestselling"},{"startTime":347.909,"endTime":352.11,"body":"author, who's taking the concepts"},{"startTime":347.909,"endTime":352.11,"body":"from his books and creating kind"},{"startTime":352.11,"endTime":354.45,"body":"of a smaller version of that book."},{"startTime":354.87,"endTime":358.74,"body":"And so these compact books"},{"startTime":354.87,"endTime":358.74,"body":"can work really, really well."},{"startTime":358.74,"endTime":359.789,"body":"So that's step one."},{"startTime":360.21,"endTime":362.45,"body":"What then is step number two?"},{"startTime":363.109,"endTime":368.205,"body":"Well, once you have your book, step number"},{"startTime":363.109,"endTime":368.205,"body":"two is to set up a free book funnel."},{"startTime":368.745,"endTime":372.795,"body":"This is where I'm going to go against kind"},{"startTime":368.745,"endTime":372.795,"body":"of the normal advice that's out there."},{"startTime":373.035,"endTime":378.215,"body":"The normal advice that's out there is"},{"startTime":373.035,"endTime":378.215,"body":"you'll get out there on podcast, and"},{"startTime":378.245,"endTime":383.025,"body":"after the interview, guilt comes to"},{"startTime":378.245,"endTime":383.025,"body":"the end of the interview, then tell"},{"startTime":383.025,"endTime":386.115,"body":"people, you know, go into the bookstore"},{"startTime":383.025,"endTime":386.115,"body":"to buy it, go to Amazon and buy it."},{"startTime":386.505,"endTime":387.765,"body":"But here's the problem."},{"startTime":388.335,"endTime":394.53,"body":"The problem with that strategy, is there's"},{"startTime":388.335,"endTime":394.53,"body":"no ongoing relationship that can be built."},{"startTime":395.46,"endTime":399.21,"body":"You see if somebody walks into the"},{"startTime":395.46,"endTime":399.21,"body":"bookstore in Iowa and grabs a copy of this"},{"startTime":399.21,"endTime":405.63,"body":"book, they may get value from the book,"},{"startTime":399.21,"endTime":405.63,"body":"but they don't know how to go deeper."},{"startTime":405.66,"endTime":409.53,"body":"They don't know how to implement"},{"startTime":405.66,"endTime":409.53,"body":"what they've read, right?"},{"startTime":409.53,"endTime":411.52,"body":"They're not on my email list."},{"startTime":412.04,"endTime":415.965,"body":"And this is so important because"},{"startTime":412.04,"endTime":415.965,"body":"this was a fundamental strategy"},{"startTime":415.965,"endTime":417.405,"body":"for me when I launched this book."},{"startTime":417.674,"endTime":421.484,"body":"I decided I wasn't going to try"},{"startTime":417.674,"endTime":421.484,"body":"to shoot for a bestselling book."},{"startTime":421.755,"endTime":426.344,"body":"In fact, I chose to do the opposite and"},{"startTime":421.755,"endTime":426.344,"body":"that is to launch a free book funnel."},{"startTime":426.854,"endTime":429.435,"body":"And by doing a free book"},{"startTime":426.854,"endTime":429.435,"body":"funnel, here's what I mean."},{"startTime":429.794,"endTime":434.775,"body":"I bought several thousand copies of"},{"startTime":429.794,"endTime":434.775,"body":"my own book with an author discount."},{"startTime":435.375,"endTime":440.04,"body":"I set up a free book funnel, where"},{"startTime":435.375,"endTime":440.04,"body":"they would just pay for shipping"},{"startTime":440.91,"endTime":444.74,"body":"and the shipping that they would"},{"startTime":440.91,"endTime":444.74,"body":"be paying for would pay for, my"},{"startTime":444.81,"endTime":451.11,"body":"cost of the book plus the shipping"},{"startTime":444.81,"endTime":451.11,"body":"to actually get it to them, right?"},{"startTime":451.11,"endTime":455.22,"body":"So essentially I break even on the book."},{"startTime":455.34,"endTime":457.59,"body":"So Jonathan, why would you do that?"},{"startTime":457.86,"endTime":462.66,"body":"Here's why, because I'm more"},{"startTime":457.86,"endTime":462.66,"body":"interested in building a buyer's"},{"startTime":462.66,"endTime":465.015,"body":"list, than an email list."},{"startTime":465.435,"endTime":469.275,"body":"I've been doing this for a long"},{"startTime":465.435,"endTime":469.275,"body":"time and I used to be so focused"},{"startTime":469.275,"endTime":470.744,"body":"on building my email list."},{"startTime":471.075,"endTime":475.484,"body":"But what I realized over time is 80%"},{"startTime":471.075,"endTime":475.484,"body":"of the people on my email list are"},{"startTime":475.484,"endTime":476.984,"body":"never going to buy anything from me."},{"startTime":477.974,"endTime":483.854,"body":"This the 20% that are my buyers"},{"startTime":477.974,"endTime":483.854,"body":"and a buyer is a buyer is a buyer."},{"startTime":484.215,"endTime":489.885,"body":"Even if they purchase your book for $6"},{"startTime":484.215,"endTime":489.885,"body":"and 95 cents, they've already proven that"},{"startTime":489.885,"endTime":497.655,"body":"they're willing to invest, in themselves"},{"startTime":489.885,"endTime":497.655,"body":"to get better at that topic, right?"},{"startTime":498.465,"endTime":503.925,"body":"And those buyers are so much more valuable"},{"startTime":498.465,"endTime":503.925,"body":"than the freebie seekers on an email list."},{"startTime":504.255,"endTime":511.575,"body":"In fact, there was a study done that one"},{"startTime":504.255,"endTime":511.575,"body":"buyer is worth sixteen email subscribers."},{"startTime":512.265,"endTime":519.645,"body":"So instead of a 16,000 size email"},{"startTime":512.265,"endTime":519.645,"body":"list, you could have just as good of"},{"startTime":519.645,"endTime":526.589,"body":"a financial result, with 1000 book"},{"startTime":519.645,"endTime":526.589,"body":"buyers, 1000 buyers on the list."},{"startTime":527.01,"endTime":531.689,"body":"And what we have determined is"},{"startTime":527.01,"endTime":531.689,"body":"that if you can get a thousand free"},{"startTime":531.689,"endTime":536.79,"body":"book buyers, you can turn that into"},{"startTime":531.689,"endTime":536.79,"body":"a six and seven figure business."},{"startTime":537.089,"endTime":538.439,"body":"It's pretty amazing how that happens."},{"startTime":538.439,"endTime":543.06,"body":"In fact, we just recently went back over"},{"startTime":538.439,"endTime":543.06,"body":"the last year and looked at our numbers."},{"startTime":543.9,"endTime":548.535,"body":"And the people who come in from our"},{"startTime":543.9,"endTime":548.535,"body":"free book funnel, who then go through"},{"startTime":548.535,"endTime":554.655,"body":"a series of emails for a few weeks,"},{"startTime":548.535,"endTime":554.655,"body":"in that there's a percentage of"},{"startTime":554.655,"endTime":557.205,"body":"them that end up purchasing from us."},{"startTime":557.235,"endTime":559.425,"body":"So here's the numbers"},{"startTime":557.235,"endTime":559.425,"body":"if you're interested."},{"startTime":559.755,"endTime":564.359,"body":"About 10% of the people who buy"},{"startTime":559.755,"endTime":564.359,"body":"the book, who go through our email"},{"startTime":564.359,"endTime":569.01,"body":"sequence, our automated email sequence,"},{"startTime":564.359,"endTime":569.01,"body":"10% of those people book a call."},{"startTime":569.069,"endTime":572.4,"body":"That's our call to action; hey, if"},{"startTime":569.069,"endTime":572.4,"body":"you want help implementing what you've"},{"startTime":572.4,"endTime":574.469,"body":"learned in our book, then book a call."},{"startTime":574.469,"endTime":577.739,"body":"We have different ways that you"},{"startTime":574.469,"endTime":577.739,"body":"can work with me and my team."},{"startTime":578.219,"endTime":585.48,"body":"So 10% of free book buyers end up"},{"startTime":578.219,"endTime":585.48,"body":"booking a call and then 25% of those"},{"startTime":585.48,"endTime":588.18,"body":"people purchase our high ticket offer."},{"startTime":588.6,"endTime":589.77,"body":"Okay, so what does that mean?"},{"startTime":589.8,"endTime":593.28,"body":"This is what that means, for"},{"startTime":589.8,"endTime":593.28,"body":"every free book we give away,"},{"startTime":593.61,"endTime":597.39,"body":"we earn $165 on average."},{"startTime":597.9,"endTime":601.89,"body":"So if you take the money we've"},{"startTime":597.9,"endTime":601.89,"body":"made divided by the number of"},{"startTime":601.89,"endTime":606.51,"body":"books in the last year, it's $165."},{"startTime":607.305,"endTime":608.985,"body":"Do you see the power in that?"},{"startTime":609.165,"endTime":615.705,"body":"That's such a bigger, mover needle"},{"startTime":609.165,"endTime":615.705,"body":"mover for your business than people"},{"startTime":615.705,"endTime":619.665,"body":"just buying your book on Amazon"},{"startTime":615.705,"endTime":619.665,"body":"and you earning a $3 commission."},{"startTime":619.995,"endTime":621.195,"body":"So very important."},{"startTime":621.195,"endTime":623.655,"body":"And that brings me to step number three."},{"startTime":624.285,"endTime":629.865,"body":"Now that you have your book and you've got"},{"startTime":624.285,"endTime":629.865,"body":"a free book funnel, I want you to book 100"},{"startTime":629.865,"endTime":634.845,"body":"podcasts, podcast interviews as a guest."},{"startTime":635.205,"endTime":638.295,"body":"Now here's the truth, the first"},{"startTime":635.205,"endTime":638.295,"body":"20 or so they're going to be"},{"startTime":638.535,"endTime":639.885,"body":"podcasts, you know, right?"},{"startTime":640.155,"endTime":645.835,"body":"And ideally you want to choose a"},{"startTime":640.155,"endTime":645.835,"body":"podcast that, has your audience."},{"startTime":645.855,"endTime":647.715,"body":"So it's not about just"},{"startTime":645.855,"endTime":647.715,"body":"getting on any podcast."},{"startTime":648.345,"endTime":651.405,"body":"And those first 20 are kind of easy"},{"startTime":648.345,"endTime":651.405,"body":"to come up with if you're a podcast"},{"startTime":651.405,"endTime":656.49,"body":"listener, but the other eighty to get"},{"startTime":651.405,"endTime":656.49,"body":"to a hundred are much more difficult."},{"startTime":656.61,"endTime":661.53,"body":"And that my friend is where we"},{"startTime":656.61,"endTime":661.53,"body":"started utilizing PodMatch and why"},{"startTime":661.56,"endTime":663.78,"body":"I am a big proponent of PodMatch."},{"startTime":663.81,"endTime":668.97,"body":"All of our clients, I tell them go use pod"},{"startTime":663.81,"endTime":668.97,"body":"match because it's helped us to identify"},{"startTime":669.12,"endTime":675.77,"body":"smaller niche audiences that are very"},{"startTime":669.12,"endTime":675.77,"body":"specific to our audience, and it allows us"},{"startTime":675.77,"endTime":679.67,"body":"to easily book and get on those podcasts."},{"startTime":680.18,"endTime":683.72,"body":"So why are a hundred"},{"startTime":680.18,"endTime":683.72,"body":"interviews so important?"},{"startTime":683.78,"endTime":684.3,"body":"Here's why."},{"startTime":684.74,"endTime":689.61,"body":"A hundred interviews, 30 minutes,"},{"startTime":684.74,"endTime":689.61,"body":"a piece is 3000 minutes of being"},{"startTime":689.61,"endTime":690.69,"body":"interviewed about your book."},{"startTime":691.35,"endTime":694.98,"body":"Once you've reached that threshold,"},{"startTime":691.35,"endTime":694.98,"body":"you're really, really good about"},{"startTime":694.98,"endTime":699.86,"body":"communicating your book to your"},{"startTime":694.98,"endTime":699.86,"body":"audience, which leads me to step four."},{"startTime":700.26,"endTime":704.4,"body":"And that is to share your"},{"startTime":700.26,"endTime":704.4,"body":"best stuff on the interview."},{"startTime":705.06,"endTime":709.05,"body":"Listen, it's important that"},{"startTime":705.06,"endTime":709.05,"body":"you not forget the two primary"},{"startTime":709.05,"endTime":712.26,"body":"reasons you are on that podcast."},{"startTime":712.79,"endTime":713.209,"body":"Guess what?"},{"startTime":713.234,"endTime":714.375,"body":"It's not to sell your book."},{"startTime":715.005,"endTime":718.755,"body":"That will be a natural by-product,"},{"startTime":715.005,"endTime":718.755,"body":"if you do two things really well."},{"startTime":719.114,"endTime":724.545,"body":"Number one, make that"},{"startTime":719.114,"endTime":724.545,"body":"podcast host look good."},{"startTime":725.175,"endTime":727.484,"body":"You need to make them look good."},{"startTime":727.755,"endTime":734.564,"body":"Be prepared, be ready, answer"},{"startTime":727.755,"endTime":734.564,"body":"their questions, don't over-talk"},{"startTime":734.564,"endTime":738.795,"body":"them be succinct in your"},{"startTime":734.564,"endTime":738.795,"body":"answers, don't ramble on forever."},{"startTime":739.665,"endTime":743.745,"body":"Be ready, show up, filled"},{"startTime":739.665,"endTime":743.745,"body":"up and prepared, okay?"},{"startTime":743.745,"endTime":744.465,"body":"That's number one."},{"startTime":744.735,"endTime":751.065,"body":"Number two is actually takes some"},{"startTime":744.735,"endTime":751.065,"body":"time to look at, who the audience is."},{"startTime":751.305,"endTime":755.205,"body":"And this is another reason why I love"},{"startTime":751.305,"endTime":755.205,"body":"PodMatch because the, I'm able to"},{"startTime":755.205,"endTime":760.785,"body":"look and see in the description who"},{"startTime":755.205,"endTime":760.785,"body":"the ideal audience is for this podcast."},{"startTime":761.495,"endTime":765.795,"body":"And I know whether I need to tailor this"},{"startTime":761.495,"endTime":765.795,"body":"more to writers and authors, or this"},{"startTime":765.795,"endTime":768.225,"body":"podcast is for coaches and consultants."},{"startTime":768.464,"endTime":770.295,"body":"So I need to tailor it more toward that."},{"startTime":770.475,"endTime":774.045,"body":"Or this is a brick and mortar business,"},{"startTime":770.475,"endTime":774.045,"body":"not an online business, right?"},{"startTime":774.045,"endTime":776.564,"body":"So it's so important"},{"startTime":774.045,"endTime":776.564,"body":"that you nail this down."},{"startTime":776.594,"endTime":779.625,"body":"It's not about just selling your book."},{"startTime":780.165,"endTime":782.175,"body":"It's about adding value."},{"startTime":782.594,"endTime":783.975,"body":"That's so important."},{"startTime":784.334,"endTime":791.204,"body":"And then finally step five, is to offer"},{"startTime":784.334,"endTime":791.204,"body":"a free book as your call to action."},{"startTime":791.895,"endTime":795.194,"body":"So whenever you get to the end"},{"startTime":791.895,"endTime":795.194,"body":"of a podcast interview, we all"},{"startTime":795.194,"endTime":796.935,"body":"know what that final question is."},{"startTime":797.145,"endTime":798.375,"body":"It's either one or two questions."},{"startTime":798.375,"endTime":799.064,"body":"Number one."},{"startTime":799.604,"endTime":802.064,"body":"How can people better connect with you?"},{"startTime":802.935,"endTime":806.925,"body":"Or number two is where can"},{"startTime":802.935,"endTime":806.925,"body":"people go to get your book?"},{"startTime":807.584,"endTime":812.655,"body":"Now for me, I've set up a domain"},{"startTime":807.584,"endTime":812.655,"body":"name, that's very specific to tell"},{"startTime":812.655,"endTime":816.344,"body":"people exactly where to go, to"},{"startTime":812.655,"endTime":816.344,"body":"get their free copy of the book."},{"startTime":816.964,"endTime":820.89,"body":"So instead of saying, oh, it's"},{"startTime":816.964,"endTime":820.89,"body":"bookstores, it's on Amazon."},{"startTime":821.31,"endTime":825.81,"body":"I say, actually, you know, this"},{"startTime":821.31,"endTime":825.81,"body":"is in bookstores at $16.99, but"},{"startTime":825.81,"endTime":826.98,"body":"you can actually get a free copy."},{"startTime":826.98,"endTime":828.99,"body":"All we ask is you pay for"},{"startTime":826.98,"endTime":828.99,"body":"the shipping and handling."},{"startTime":829.38,"endTime":834.99,"body":"I have purchased a few thousand copies"},{"startTime":829.38,"endTime":834.99,"body":"and happy to give it away to the"},{"startTime":834.99,"endTime":837.36,"body":"audience, as long as supplies last."},{"startTime":837.93,"endTime":843.9,"body":"That simple call to action has"},{"startTime":837.93,"endTime":843.9,"body":"resulted in thousands of books"},{"startTime":843.9,"endTime":845.1,"body":"that we've given away on podcast."},{"startTime":845.954,"endTime":847.064,"body":"Just a couple of examples."},{"startTime":847.064,"endTime":851.025,"body":"We were on the, Entrepreneur On Fire"},{"startTime":847.064,"endTime":851.025,"body":"podcast and in the first 10 days from that"},{"startTime":851.025,"endTime":855.615,"body":"going live, we gave away over 350 books."},{"startTime":856.035,"endTime":858.925,"body":"Several of those listeners"},{"startTime":856.035,"endTime":858.925,"body":"became clients of ours."},{"startTime":859.734,"endTime":865.485,"body":"We were on the Dan Miller podcast, another"},{"startTime":859.734,"endTime":865.485,"body":"200 some books when that podcast dropped."},{"startTime":866.295,"endTime":868.395,"body":"Now some podcast might be 10 books."},{"startTime":868.395,"endTime":872.775,"body":"Some might be 20, but this is"},{"startTime":868.395,"endTime":872.775,"body":"an accumulated effect over time."},{"startTime":873.105,"endTime":878.595,"body":"If you have a one to two podcast"},{"startTime":873.105,"endTime":878.595,"body":"interviews lined up every single week,"},{"startTime":879.435,"endTime":884.324,"body":"then as these get published, you're going"},{"startTime":879.435,"endTime":884.324,"body":"to be like, oh, we got more book buyers."},{"startTime":884.324,"endTime":888.974,"body":"And those book buyers get in your funnel"},{"startTime":884.324,"endTime":888.974,"body":"and those, those people in your funnel can"},{"startTime":889.005,"endTime":893.564,"body":"book a call with you, to work with you,"},{"startTime":889.005,"endTime":893.564,"body":"to do whatever it is you want them to do."},{"startTime":893.895,"endTime":897.045,"body":"Now, whether you want to sell a high"},{"startTime":893.895,"endTime":897.045,"body":"ticket coaching or you want them to"},{"startTime":897.045,"endTime":900.765,"body":"join your membership site, or you"},{"startTime":897.045,"endTime":900.765,"body":"want them to purchase an online course"},{"startTime":901.005,"endTime":906.24,"body":"or buy your service, if you provide"},{"startTime":901.005,"endTime":906.24,"body":"a service, whatever it is, you can"},{"startTime":906.24,"endTime":909.06,"body":"do that with a free book funnel."},{"startTime":909.78,"endTime":910.56,"body":"So there you go."},{"startTime":910.949,"endTime":915.48,"body":"Those are the five steps that I"},{"startTime":910.949,"endTime":915.48,"body":"hope are an encouragement to you."},{"startTime":915.689,"endTime":919.5,"body":"So again, step one, self"},{"startTime":915.689,"endTime":919.5,"body":"publish a compact book."},{"startTime":920.31,"endTime":925.23,"body":"Don't worry about making it a full 60,000"},{"startTime":920.31,"endTime":925.23,"body":"word book, let's go with 30,000 words."},{"startTime":925.23,"endTime":929.699,"body":"Step two, set up that free book"},{"startTime":925.23,"endTime":929.699,"body":"funnel so that you're ready to go when"},{"startTime":929.699,"endTime":931.43,"body":"you start getting out on podcasts."},{"startTime":931.92,"endTime":934.02,"body":"And then I want you to"},{"startTime":931.92,"endTime":934.02,"body":"do book 100 podcast."},{"startTime":934.11,"endTime":938.79,"body":"I recommend PodMatch as a source to"},{"startTime":934.11,"endTime":938.79,"body":"help you, especially if you don't already"},{"startTime":938.79,"endTime":940.86,"body":"have connections in the podcast space."},{"startTime":941.25,"endTime":944.43,"body":"Share your best stuff on"},{"startTime":941.25,"endTime":944.43,"body":"the podcast interview."},{"startTime":944.91,"endTime":951.25,"body":"Then when it's your turn to answer"},{"startTime":944.91,"endTime":951.25,"body":"the final question, say, \"Actually"},{"startTime":951.349,"endTime":955.015,"body":"people, listeners of your podcast"},{"startTime":951.349,"endTime":955.015,"body":"can go get a free copy of the book."},{"startTime":955.074,"endTime":959.935,"body":"Just pay for shipping and handling\", and"},{"startTime":955.074,"endTime":959.935,"body":"you send them to the domain name that"},{"startTime":959.935,"endTime":962.965,"body":"you've set up for your free book funnel."},{"startTime":963.444,"endTime":964.615,"body":"I hope that helps you."},{"startTime":964.944,"endTime":969.955,"body":"And I hope that helps you to"},{"startTime":964.944,"endTime":969.955,"body":"grow your business this next year"},{"startTime":970.225,"endTime":972.935,"body":"by selling books on podcasts."},{"startTime":973.765,"endTime":982.035,"body":"Thank you."}]}