WEBVTT
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I don't know if you guys have seen this, but this is our one page that takes people from idea all the way to publish.
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This book is for seven and nine figure entrepreneurs, how to scale through acquisitions.
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The benefit of a book is you do the work once, you create the book, and then years from now it's bringing in client.
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Most entrepreneurs get on this hamster wheel and their sleepless nights over the same issue, same problem.
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There is a big gap between where they are now and what their goal is.
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That's what's really interesting, I think, is when you start describing your book to someone in just normal human language, you start to talk about these things.
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So you got to define the person that it's for, the pain that they have, that they know that they have, what's the promise, and then the price.
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Today we got a fun experiment.
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I'm joined by Tom Shipley, and we're doing the one-page book launch plan.
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I don't know if you guys have seen this, but this is our one page that takes people from idea all the way to publish.
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Tom is a genius when it comes to acquisitions, when it comes to buying and selling businesses, has ran massive businesses, raised, I think, hundreds of millions of dollars.
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And so we're gonna break down this chart.
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He's got a kernel of an idea.
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He's starting to work with our team on this.
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And so we're just gonna map it all out and get super clear.
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So stay tuned and you can see how this works.
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We've also got this linked up in the description.
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If you want to follow along and do this for yourself, Tom, welcome.
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And we say kernel, it's a real colonel, okay?
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All right, so it's no point.
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So we're gonna I I like to start here with which would be the the idea, the topic, and the goal.
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And so we were kind of already chatting uh before this started on the goal.
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I'm assuming the goal of the book is to grow the business.
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Grow the group business and the community.
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Absolutely.
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Uh the business and the community.
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So really important, begin with the end in mind, Stephen Covey, right?
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So we're gonna start with that, and then based on that, uh, let's look at the topic.
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So I think you said MA, or what how would you describe it?
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If if you had someone come up to you on the street and say, in 15 seconds, you gotta tell me what this book's about.
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How would you describe it currently?
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This book is for seven to nine figure entrepreneurs, okay, how to scale through acquisitions.
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Okay, love that.
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And then you just kind of jumped ahead to the next piece, which is perfect.
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So we talk about this concept, it's the four P's of a best-selling book.
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So you get to define the person that it's for, the the pain that they have that they know that they have, what's the promise, and then the price is pretty easy just based on the book type.
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So you said the person is seven to nine figure entrepreneurs.
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What's the pain that they have that they know that they have?
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There is a big gap between where they are now and what their goal is.
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It could be an exit goal, it could be a business goal, but basically there's that gap, and therefore most entrepreneurs get on this hamster wheel and they're sleepless nights over the same issue, same problem.
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And so how to actually not do more incrementally, but how do they do more exponentially?
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How do they get to the significant next uh next level?
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And that's the pain they're in.
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So their pain is they're trying to scale, but they can't.
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Yep.
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Yep.
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That's what's really interesting, I think, is when you start describing your book to someone in just normal human language, you start to talk about these things.
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So you said pain, they got a business partner, so they're having to split half the cash.
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Their pain is maybe that they're not making money or not making the money that they want to make.
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Their pain is they feel like they're on a hamster wheel.
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Their pain is that they can't sell or they can't retire.
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And so obviously, this is a nonfiction book.
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Uh, we'll we'll talk about you haven't started writing yet, right?
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No, I have not.
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Okay, perfect.
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And so look at that.
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We're already two-thirds of the way through uh our one-page book launch plan.
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I want to drill down on this a little bit more though.
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What would you say is the singular pain that causes people to pick up the phone and call you?
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Is it one of these?
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Is it they're trying to sell and they can't sell?
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Is it somebody they're tied and they need to they need to figure out what to do with this bit?
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Like, is there something specific?
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It's the grind.
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Okay.
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It's the grind of we've been doing the same thing.
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I'm fine, I'm sleepless nights.
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I've been doing this for so many years.
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There has to be something, there has to be a solution at a different level to get my business where I envision it should be.
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They're calling you when it's tough.
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Yeah.
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So so they're they're in the grind.
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Uh so they're in the grind, maybe.
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They're in the hamster wheel, got it.
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Uh that they can't sell, they can't retire, they're not making any money.
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And they're and they might be making money, but they can't grow it to something significant.
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Yeah.
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And so they really, I mean, it feels like you got a job, not a business.
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That's it.
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And so what's the promise or outcome that you think you can make with this book?
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One is I will show them how acquisitions can solve almost every single business challenge they have.
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Okay.
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And number two, I'll give them the framework on how to lower the risk of acquiring your business, improve the probability of success, and help them give them the path for their next successful acquisition.
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Okay.
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And I say next, some people have done one or two, could be an Aqua Hire.
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Yeah.
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Some people have done one, some people have never done them.
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So, whatever your phases, I'll show you a better path to doing your next acquisition.
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Got it.
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That's great.
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And I'm really just thinking here of title, subtitle.
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I'm kind of thinking ahead of that, but big mistake people make is they start with the title.
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You don't need to start with the title or subtitle.
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Who cares?
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Get really clear on this, write the book.
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As you get going, it's now we can talk about um your one acquisition away.
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Okay.
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There we go.
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Adding or adding a zero to your business.
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Some good stuff.
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So I'm assuming that the most important thing for you with this is to grow the business, not to sell, not to make money on the city.
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Right.
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Okay.
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Perfect.
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That's great.
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Um, so that's what matters most.
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Now let's get into priority timeline and plan.
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Scale one to ten, how much how big of a priority is the book currently?
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Be honest.
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Seven.
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Seven?
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Okay.
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Why now?
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Like if you were uh because that's kind of infringed territory, right?
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Like that that's good.
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That's we could wait another year or two or three, or we could get after it and publish it by the end of the year.
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If you were to do it now, why?
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Our next big event is in October, and so there's a window of opportunity to have a bigger event.
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We keep on selling out at every event, but we keep on growing every event.
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Okay.
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So event in October, great.
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Love that.
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That's I love an external time uh commitment for some people.
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We've they get pregnant, and we've had so many women that are like, well, I've got to get this book done before you get it.
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Yeah, yeah, yeah.
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No, I'm not pregnant.
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But let me let me share something with you.
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Is and you know this is if as an entrepreneur, everything is about urgency.
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We have to make things a priority that have the biggest long-term strategic value and make things happen.
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This is a great pillar or a foundation for everything that I want to do, and therefore it's important.
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I have only a short period of time in which I can impact tens of thousands of entrepreneurs, period, who have this massive ripple effect.
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And therefore, this is a good foundation, a solid foundation to build off of.
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Got it.
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And so when we think about this as it relates to the number one goal or what matters most, I mean, what does success look like?
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Is it signing up 10 clients, 100 clients from the book?
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Like what are the business-based outcomes that would make it a big enough why now for you to invest this a serious amount of time over the next three months, six months, whatever else?
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I want an easier way to bring people to our events and into our community.
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Okay.
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I talk about this in the book.
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It's the internal why and the external why.
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And so defining why, that's chapter two, right?
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But then you can a lot of times when I ask, and so I'm glad you said that, hey, why do you want to do this book?
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Well, there's the benefit or outcome for your ideal reader, and then there's the ideal outcome for you.
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And I think a lot of times people say, Oh, cool, I just want to help people do acquisitions.
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That's great.
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And I think that's a really altruistic purpose.
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And we call this leveraged impact, right?
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It's the uh the ability to do work once, and then that book goes on to impact thousands, tens of thousands of people and creating this massive ripple effect.
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So that there's the extra, the the the, I guess, yes, there's more intrinsic of, hey, I'm gonna help people through acquisitions, but then there's the why now for the business, so that it's not a side quest, but it's it's supports the main thing, which is filling the events, bringing in customers, easier customer acquisition, and preferably in time for that event in October.
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So you're yes, the way I'm the way I look at this is the highest and best use of my time has nothing to do with me being participating in events, hosting events, running events, helping entrepreneurs.
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The highest and best use of my time is very simply buying companies, scaling them, and exiting.
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Yeah.
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If I am financially driven, I would drop this 100% and only focus on that because this takes a significant amount of time.
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Now, I want to buy back my time.
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So part of my reason of why is I'm looking for this to help me buy back my time.
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Great.
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That I'll have bigger impact.
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Shout out to Dan Martel, uh, friend of the show.
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Uh, and that's the beautiful thing about a book, right?
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You you give this book to to people, and then if whether they can afford to work with you or not, and this helps them, and then it brings them into your ecosystem.
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But also, we I would use your book for customer acquisition.
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I would use it to onboard people, to onboard clients.
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If it's a lot of times people feel like more like a parrot than a CEO, because they just keep repeating stuff.
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And so instead of repeating stuff, you just point to the book, right?
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So let's talk about budget and then outcomes from the book.
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What's a realistic budget that makes sense to invest uh in the book itself?
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Well, this is part of the process we're gonna go through and understanding what is the ROI and the re and really the return on the investment and the risk associated to it.
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I mean, when I have campaigns that are um that are profitable with the lifetime value and the customer acquisition cost, I've gone$20 million deep.
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Again, but it has to be one that I can understand the cash flow conversion and the impact it's having on my business.
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Things that don't scale, I'm I'm painful, even spending taking$500 and throwing it out the window because that's what it is, is we're taking money.
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So, really, as we really understand this better, when I can understand the process, but the answer is I don't have a good answer for you right now.
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So let's circle back to that.
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And that's perfect because you're kind of skipping down to this.
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So I I would ask two questions.
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One is what is a return that you're looking for from marketing dollars that you spend in your business?
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Like what's a good return?
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Is it two to one?
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Is it four to one?
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Is it four to one higher than that?
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So four to one return is typically so when you're spending uh in your business, uh it what you spend on marketing a year.
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Oh, right now in this business, not much.
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Not much.
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Okay.
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So so so if you're spending whatever it is in your business to I'm assuming you're having to spend money to fill these events, or you those are mostly just through referrals.
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Uh through referrals we're getting right now.
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That's incredible.
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So four to one.
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So if you're spending a dollar, you want to get four dollars in revenue out, okay?
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Everyone that I touch, if they start thinking about their business different, that's success.
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Okay.
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Not a customer.
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Everyone that comes to one of our one-day events, which they're seven to five uh seven to nine figure entrepreneurs, if we believe in them, then we underwrite that.
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So that's not profit from that perspective.
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We run our events twice a year.
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Okay.
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So my goal is to fill that event.
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But at the event, the highest and biggest impact we have are those people that join the acquisition boardroom.
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And basically, and basically in the um in our advisory board, that's the community we're ultimately curating.
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We have 50 members in it, so that's what we're trying to grow to 200.
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Got it.
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Okay.
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So 200 is the overall business objective.
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That's it.
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Of that.
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What's the price point on that?
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Uh ultimately per year, fifty forty-five thousand dollars.
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What would uh success look like in terms of number of these clients over the next twelve months?
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Over the next 12 months.
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Of the 50 people I expect to onboard, if half of them came, 25.
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Okay.
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So 25 clients that read your book or come into your world because of your uh to come into this 45K program about 1.1 million, 1.125.
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So then that's the goal.
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And the factor that I look at is also risk.
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If I knew I can get a four to one and do this all day long with 100% confidence, all day long I'd do that.
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Going back is the probability of success.
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And that's why I look at every campaign and everything I've tested over the years, is I look at everything as a test and then you scale it.
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Yep.
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And so that's when I think that's a really great point.
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Because if we were to do that, then we would if we just put this side by side, right?
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We would say, okay, well, 50K, if it's a four to one, well, then we need to get 200k, right?
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Which would be five clients.
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Let's just round up so we we clear that hurdle.
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So then the proper so then then it's just what's the probability of getting five clients from the book at that level?
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Or if it's more like in this level, well, then what's the probability of getting, let's call it 25k?
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Well then, okay, maybe that's what's that?
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Uh three clients, 40, something like that, three clients.
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This is one client, and then there's obviously the piece that you're probably gonna value more uh than most people, which is your time, right?
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Because you're gonna invest a dollar amount in this, but then you're gonna invest hours for the most expensive part of the thing.
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So let's talk about timeline.
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What's the goal?
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Do you want to publish by October?
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Yeah.
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So it's so six months, six months or less.
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Okay, six months or less.
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Okay, and so then we're gonna come down into these eight milestones, and I'll be quick so that we can hit through the the the rest of this and kind of wrap the video.
00:14:09.990 --> 00:14:13.590
But we always talk about the eight milestones to go from blank page to publish.
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The first four are what we call the more writing method.
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So this is mind map outline rough draft editing, right?
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This is a little type of that should be professional editing, but then we move into cover design formatting launch, right?
00:14:29.909 --> 00:14:32.310
And so that's kind of the last phase.
00:14:32.549 --> 00:14:43.990
So what we look at here is you know, you can come from here to here, and if you're trying to do in six months, I would say, well, then this needs to be roughly two months or 60 days.
00:14:44.230 --> 00:14:46.789
This editing process coming into here.
00:14:46.950 --> 00:14:50.629
Well, that needs to be probably 45 days or less.
00:14:50.789 --> 00:14:52.470
Let's see where we're at on the clock now.
00:14:52.629 --> 00:15:00.149
We're at three and a half months, and then now all of a sudden, this part is let's just call it 30 days just to have some buffer.
00:15:00.389 --> 00:15:03.830
And so, but this can happen concurrently with your launch prep.
00:15:04.070 --> 00:15:05.830
And so now all of a sudden you've got two months.
00:15:05.990 --> 00:15:07.750
Now that's moving, that's quick.
00:15:07.830 --> 00:15:11.350
Uh, but so we're up to three and a half months, four and a half months.
00:15:11.429 --> 00:15:18.470
So we got a month and a half to spare, and let's call this 60 to 90 days.
00:15:19.190 --> 00:15:25.269
So these can obviously overlap, and then boom, we're launching by the time of this event in October.
00:15:25.429 --> 00:15:31.750
And so that's where I think, especially for people who are watching this, if you're a business owner, you're probably thinking, what is the time?
00:15:31.909 --> 00:15:33.429
So we talk about the book time.
00:15:33.590 --> 00:15:40.070
So let's say, okay, this is gonna take let's just call it 300 hours.
00:15:40.389 --> 00:15:43.509
Okay, 300 hours to get this book done.
00:15:43.909 --> 00:15:50.549
Versus what is the other time that it would take to get this here, and then so then you can compare.
00:15:50.710 --> 00:15:58.789
Now, the benefit of a book, I'm not biased or anything, obviously, but the benefit of a book is you do the work once, you create the book, and then years from now it's bringing in client.
00:15:59.029 --> 00:16:01.509
And so let's let's wrap this up with writing plan.
00:16:01.669 --> 00:16:02.549
What are you thinking here?
00:16:02.629 --> 00:16:04.310
Are you wanting to pay a ghostwriter?
00:16:04.470 --> 00:16:07.190
Are you wanting to speak the book and kind of do transcription?
00:16:07.269 --> 00:16:09.590
Like you've got speak interview, okay for a mat.
00:16:09.830 --> 00:16:15.509
So speak interview, and then do you have an internal writer on your team that knows your content?
00:16:15.750 --> 00:16:15.909
No.
00:16:16.070 --> 00:16:18.070
Are you wanting to hire a ghostwriter?
00:16:18.310 --> 00:16:21.110
Were you wanting to use some combination of AI and a ghostwriter?
00:16:21.350 --> 00:16:21.669
That's correct.
00:16:22.549 --> 00:16:22.789
That's correct.
00:16:23.029 --> 00:16:23.190
Okay.
00:16:23.350 --> 00:16:26.389
So so speak the book and pay a ghostwriter.
00:16:26.470 --> 00:16:27.350
And this is external.
00:16:27.750 --> 00:16:36.230
And it's more of a it's more of an editor because basically I've trained Claude to be my authentic voice and knows that.
00:16:36.549 --> 00:16:36.710
Cool.
00:16:36.870 --> 00:16:42.870
So through an interview questions, we can get all the content put in there, combined with all my speeches and everything else that I put out there.
00:16:43.110 --> 00:16:43.350
Got it.
00:16:43.509 --> 00:16:45.830
And probably create the framework and create the good bones.
00:16:45.909 --> 00:16:49.509
But then there always is that editor that knows.
00:16:49.830 --> 00:16:50.230
Got it.
00:16:50.389 --> 00:16:58.789
So two important things here for people who are watching, thinking about using AI with your book, I would say you got to make sure the my map and outline is really good.
00:16:58.870 --> 00:17:04.230
And if you're gonna invest time at any phase of the process, I would really nail that and make sure that's good.
00:17:04.389 --> 00:17:06.389
And then your source material, right?
00:17:06.629 --> 00:17:23.750
So if you are using Claude or you are using AI to help with that, uh, I would say, how do we make sure that that source material is good and comprehensive to where it has all your best frameworks, your best videos, your best content, and all that, so that it sounds like you and is in your voice and in your frameworks.
00:17:23.909 --> 00:17:27.190
Otherwise, you're just gonna be polishing a turd and get really frustrated.
00:17:27.349 --> 00:17:27.589
Oh, yes.
00:17:28.230 --> 00:17:28.470
100%.
00:17:28.950 --> 00:17:29.589
That's 100%.
00:17:29.990 --> 00:17:31.589
It's a really frustrating process.
00:17:31.990 --> 00:17:34.229
So, all right, launch plan.
00:17:35.269 --> 00:17:39.269
I'll we've got videos on this on the channel, but we got two types of launches that we talk about.
00:17:39.349 --> 00:17:48.549
We talk about the MVP launch, which is the minimum viable product launch, and then the traditional launch, which is kind of any traditionally published author, more extensive.
00:17:48.709 --> 00:18:02.789
So we're talking massive time and money investment, relatively speaking, and we're talking about, hey, I want to go lean and mean and do only the handful of things that are gonna move the needle and bring in clients.
00:18:03.029 --> 00:18:05.109
Where where do you fall on that spectrum?
00:18:05.589 --> 00:18:07.669
Uh that's a good conversation to have.
00:18:08.069 --> 00:18:10.069
And we have time to have the conversation a little bit.
00:18:10.149 --> 00:18:18.389
And the reason why is um, do I want to be on Amazon top three, top one list, number one selling on New York Times?
00:18:18.469 --> 00:18:19.429
What does it take to get there?
00:18:19.589 --> 00:18:23.109
What if we do accomplish that, then what will that give us?
00:18:23.269 --> 00:18:24.309
How will that help?
00:18:24.549 --> 00:18:28.709
Whether it is a sale, distribution, and the funnel overall, but these are good questions.
00:18:28.949 --> 00:18:29.269
Yeah.
00:18:29.509 --> 00:18:34.069
So my knee-jerk personal reaction is I would probably lean more towards this.
00:18:35.029 --> 00:18:37.589
You're a busy guy, your time is worth a lot.
00:18:37.909 --> 00:18:40.629
And this is a trap that a lot of people fall into.
00:18:40.869 --> 00:18:50.469
We're working with um Dean Graziosi and Tony Robbins on their book, we're working with Carlton Dennis on his book, we're working with a bunch of really successful people on their books.
00:18:50.789 --> 00:18:56.709
And we define this at the beginning, but then you get halfway through the process and this sneaks up on them.
00:18:56.789 --> 00:19:00.549
And they're like, well, hold up, I want to hit New York Times, or hold up, I want to hit whatever.
00:19:00.709 --> 00:19:08.949
And so we have to constantly come back to, but what we said is if we just hit that number, that's the most important thing, right?
00:19:09.029 --> 00:19:27.829
So that's what I would think about almost with you is I would say, okay, let's just optimize for the handful of things that are yes, gonna move the needle, there's gonna be a nice pop, and all that to focus exclusively on a launch that drives business and that drives 25 or as close to that clients as possible.
00:19:28.629 --> 00:19:30.309
That's the one-page book launch plan.
00:19:30.709 --> 00:19:31.349
That's why not.
00:19:31.509 --> 00:19:31.750
All right.
00:19:32.469 --> 00:19:36.069
All right, so this one is uh this is our first ever like this.
00:19:36.229 --> 00:19:39.189
So if you guys enjoyed this process, comment below.
00:19:39.349 --> 00:19:40.709
Do you want to read Tom's book?
00:19:40.869 --> 00:19:44.869
We maybe we'll do some pre-orders coming soon, but comment below, let me know your biggest takeaways.
00:19:44.949 --> 00:19:48.789
And you can obviously download this one-page book launch plan.
00:19:48.869 --> 00:19:57.669
You can fill it out yourself, and hopefully, just the process of walking through this was helpful to see kind of how I think, how we think, and a little bit of live coaching here.
00:19:57.829 --> 00:19:58.149
Awesome.
00:19:58.229 --> 00:19:58.869
Well, thanks, y'all.
00:19:58.949 --> 00:19:59.750
As always, comment below.
00:19:59.829 --> 00:20:01.269
We read and respond to every comment.
00:20:01.349 --> 00:20:03.109
Uh, subscribe to the channel.
00:20:03.189 --> 00:20:05.109
We drop videos on this channel every week.
00:20:05.189 --> 00:20:07.750
We're knocking on the door of a hundred thousand subscribers.
00:20:07.829 --> 00:20:11.429
So then we're gonna have this fancy play button, uh, which will be kind of fun.
00:20:11.509 --> 00:20:13.750
So subscribe to the channel, maybe you'll get us over the top.
00:20:13.829 --> 00:20:14.549
And thank you, Tom.
00:20:14.789 --> 00:20:15.269
My pleasure.
00:20:15.429 --> 00:20:16.229
Thank you.
00:00:28.870 --> 00:00:34.070
I don't know if you guys have seen this, but this is our one page that takes people from idea all the way to publish.
00:00:34.310 --> 00:00:37.990
This book is for seven and nine figure entrepreneurs, how to scale through acquisitions.
00:00:38.230 --> 00:00:43.030
The benefit of a book is you do the work once, you create the book, and then years from now it's bringing in client.
00:00:43.510 --> 00:00:49.350
Most entrepreneurs get on this hamster wheel and their sleepless nights over the same issue, same problem.
00:00:49.510 --> 00:00:52.630
There is a big gap between where they are now and what their goal is.
00:00:52.870 --> 00:00:59.909
That's what's really interesting, I think, is when you start describing your book to someone in just normal human language, you start to talk about these things.
00:00:59.990 --> 00:01:05.510
So you got to define the person that it's for, the pain that they have, that they know that they have, what's the promise, and then the price.
00:01:05.670 --> 00:01:06.870
Today we got a fun experiment.
00:01:06.950 --> 00:01:10.870
I'm joined by Tom Shipley, and we're doing the one-page book launch plan.
00:01:10.950 --> 00:01:16.390
I don't know if you guys have seen this, but this is our one page that takes people from idea all the way to publish.
00:01:16.469 --> 00:01:25.510
Tom is a genius when it comes to acquisitions, when it comes to buying and selling businesses, has ran massive businesses, raised, I think, hundreds of millions of dollars.
00:01:25.670 --> 00:01:27.829
And so we're gonna break down this chart.
00:01:27.989 --> 00:01:29.349
He's got a kernel of an idea.
00:01:29.430 --> 00:01:31.030
He's starting to work with our team on this.
00:01:31.109 --> 00:01:34.150
And so we're just gonna map it all out and get super clear.
00:01:34.230 --> 00:01:36.550
So stay tuned and you can see how this works.
00:01:36.710 --> 00:01:38.390
We've also got this linked up in the description.
00:01:38.469 --> 00:01:41.590
If you want to follow along and do this for yourself, Tom, welcome.
00:01:41.750 --> 00:01:44.150
And we say kernel, it's a real colonel, okay?
00:01:44.710 --> 00:01:46.310
All right, so it's no point.
00:01:47.109 --> 00:01:51.990
So we're gonna I I like to start here with which would be the the idea, the topic, and the goal.
00:01:52.150 --> 00:01:56.630
And so we were kind of already chatting uh before this started on the goal.
00:01:56.790 --> 00:01:59.350
I'm assuming the goal of the book is to grow the business.
00:01:59.750 --> 00:02:01.270
Grow the group business and the community.
00:02:01.350 --> 00:02:01.750
Absolutely.
00:02:02.070 --> 00:02:04.230
Uh the business and the community.
00:02:04.390 --> 00:02:07.670
So really important, begin with the end in mind, Stephen Covey, right?
00:02:07.750 --> 00:02:13.509
So we're gonna start with that, and then based on that, uh, let's look at the topic.
00:02:13.669 --> 00:02:16.469
So I think you said MA, or what how would you describe it?
00:02:16.550 --> 00:02:23.030
If if you had someone come up to you on the street and say, in 15 seconds, you gotta tell me what this book's about.
00:02:23.109 --> 00:02:24.389
How would you describe it currently?
00:02:24.629 --> 00:02:28.870
This book is for seven to nine figure entrepreneurs, okay, how to scale through acquisitions.
00:02:29.109 --> 00:02:30.150
Okay, love that.
00:02:30.389 --> 00:02:34.069
And then you just kind of jumped ahead to the next piece, which is perfect.
00:02:34.150 --> 00:02:37.349
So we talk about this concept, it's the four P's of a best-selling book.
00:02:37.509 --> 00:02:46.950
So you get to define the person that it's for, the the pain that they have that they know that they have, what's the promise, and then the price is pretty easy just based on the book type.
00:02:47.110 --> 00:02:51.430
So you said the person is seven to nine figure entrepreneurs.
00:02:51.670 --> 00:02:53.990
What's the pain that they have that they know that they have?
00:02:54.310 --> 00:02:57.830
There is a big gap between where they are now and what their goal is.
00:02:57.990 --> 00:03:09.830
It could be an exit goal, it could be a business goal, but basically there's that gap, and therefore most entrepreneurs get on this hamster wheel and they're sleepless nights over the same issue, same problem.
00:03:09.990 --> 00:03:15.189
And so how to actually not do more incrementally, but how do they do more exponentially?
00:03:15.270 --> 00:03:19.110
How do they get to the significant next uh next level?
00:03:19.349 --> 00:03:20.629
And that's the pain they're in.
00:03:21.110 --> 00:03:23.590
So their pain is they're trying to scale, but they can't.
00:03:23.830 --> 00:03:24.069
Yep.
00:03:24.150 --> 00:03:24.469
Yep.
00:03:24.950 --> 00:03:32.710
That's what's really interesting, I think, is when you start describing your book to someone in just normal human language, you start to talk about these things.
00:03:32.789 --> 00:03:36.310
So you said pain, they got a business partner, so they're having to split half the cash.
00:03:36.469 --> 00:03:40.230
Their pain is maybe that they're not making money or not making the money that they want to make.
00:03:40.390 --> 00:03:42.710
Their pain is they feel like they're on a hamster wheel.
00:03:42.870 --> 00:03:45.670
Their pain is that they can't sell or they can't retire.
00:03:45.830 --> 00:03:48.390
And so obviously, this is a nonfiction book.
00:03:48.629 --> 00:03:52.069
Uh, we'll we'll talk about you haven't started writing yet, right?
00:03:52.390 --> 00:03:53.110
No, I have not.
00:03:53.909 --> 00:03:54.789
Okay, perfect.
00:03:54.950 --> 00:03:56.230
And so look at that.
00:03:56.310 --> 00:04:01.110
We're already two-thirds of the way through uh our one-page book launch plan.
00:04:01.270 --> 00:04:03.509
I want to drill down on this a little bit more though.
00:04:03.670 --> 00:04:11.509
What would you say is the singular pain that causes people to pick up the phone and call you?
00:04:11.750 --> 00:04:12.789
Is it one of these?
00:04:12.950 --> 00:04:15.110
Is it they're trying to sell and they can't sell?
00:04:15.349 --> 00:04:19.269
Is it somebody they're tied and they need to they need to figure out what to do with this bit?
00:04:19.509 --> 00:04:20.629
Like, is there something specific?
00:04:21.029 --> 00:04:21.589
It's the grind.
00:04:21.670 --> 00:04:21.829
Okay.
00:04:21.990 --> 00:04:23.430
It's the grind of we've been doing the same thing.
00:04:23.509 --> 00:04:25.029
I'm fine, I'm sleepless nights.
00:04:25.110 --> 00:04:26.629
I've been doing this for so many years.
00:04:26.789 --> 00:04:32.069
There has to be something, there has to be a solution at a different level to get my business where I envision it should be.
00:04:32.389 --> 00:04:33.670
They're calling you when it's tough.
00:04:33.829 --> 00:04:34.149
Yeah.
00:04:34.389 --> 00:04:36.709
So so they're they're in the grind.
00:04:36.870 --> 00:04:39.189
Uh so they're in the grind, maybe.
00:04:40.149 --> 00:04:42.230
They're in the hamster wheel, got it.
00:04:42.469 --> 00:04:46.870
Uh that they can't sell, they can't retire, they're not making any money.
00:04:47.189 --> 00:04:50.709
And they're and they might be making money, but they can't grow it to something significant.
00:04:51.430 --> 00:04:51.509
Yeah.
00:04:51.590 --> 00:04:53.990
And so they really, I mean, it feels like you got a job, not a business.
00:04:54.230 --> 00:04:54.470
That's it.
00:04:54.629 --> 00:04:59.269
And so what's the promise or outcome that you think you can make with this book?
00:04:59.670 --> 00:05:05.350
One is I will show them how acquisitions can solve almost every single business challenge they have.
00:05:05.509 --> 00:05:05.829
Okay.
00:05:05.990 --> 00:05:17.590
And number two, I'll give them the framework on how to lower the risk of acquiring your business, improve the probability of success, and help them give them the path for their next successful acquisition.
00:05:17.750 --> 00:05:17.910
Okay.
00:05:18.069 --> 00:05:21.509
And I say next, some people have done one or two, could be an Aqua Hire.
00:05:21.750 --> 00:05:21.910
Yeah.
00:05:22.069 --> 00:05:24.389
Some people have done one, some people have never done them.
00:05:24.470 --> 00:05:29.350
So, whatever your phases, I'll show you a better path to doing your next acquisition.
00:05:29.590 --> 00:05:29.990
Got it.
00:05:30.069 --> 00:05:30.629
That's great.
00:05:30.790 --> 00:05:34.149
And I'm really just thinking here of title, subtitle.
00:05:34.230 --> 00:05:37.829
I'm kind of thinking ahead of that, but big mistake people make is they start with the title.
00:05:37.910 --> 00:05:39.750
You don't need to start with the title or subtitle.
00:05:39.829 --> 00:05:40.389
Who cares?
00:05:40.550 --> 00:05:42.550
Get really clear on this, write the book.
00:05:43.030 --> 00:05:47.030
As you get going, it's now we can talk about um your one acquisition away.
00:05:47.350 --> 00:05:47.670
Okay.
00:05:47.829 --> 00:05:48.470
There we go.
00:05:48.709 --> 00:05:50.629
Adding or adding a zero to your business.
00:05:50.870 --> 00:05:51.430
Some good stuff.
00:05:51.509 --> 00:05:58.709
So I'm assuming that the most important thing for you with this is to grow the business, not to sell, not to make money on the city.
00:05:58.790 --> 00:05:58.949
Right.
00:05:59.269 --> 00:05:59.350
Okay.
00:05:59.750 --> 00:06:00.069
Perfect.
00:06:00.230 --> 00:06:00.870
That's great.
00:06:01.030 --> 00:06:02.629
Um, so that's what matters most.
00:06:02.790 --> 00:06:05.350
Now let's get into priority timeline and plan.
00:06:05.590 --> 00:06:08.949
Scale one to ten, how much how big of a priority is the book currently?
00:06:09.110 --> 00:06:09.590
Be honest.
00:06:09.829 --> 00:06:10.230
Seven.
00:06:10.470 --> 00:06:11.030
Seven?
00:06:11.269 --> 00:06:11.590
Okay.
00:06:11.910 --> 00:06:12.550
Why now?
00:06:12.709 --> 00:06:15.829
Like if you were uh because that's kind of infringed territory, right?
00:06:15.990 --> 00:06:17.030
Like that that's good.
00:06:17.189 --> 00:06:23.509
That's we could wait another year or two or three, or we could get after it and publish it by the end of the year.
00:06:23.670 --> 00:06:25.110
If you were to do it now, why?
00:06:25.509 --> 00:06:30.870
Our next big event is in October, and so there's a window of opportunity to have a bigger event.
00:06:31.430 --> 00:06:34.550
We keep on selling out at every event, but we keep on growing every event.
00:06:34.870 --> 00:06:35.110
Okay.
00:06:35.350 --> 00:06:37.670
So event in October, great.
00:06:37.910 --> 00:06:38.310
Love that.
00:06:38.470 --> 00:06:42.870
That's I love an external time uh commitment for some people.
00:06:43.110 --> 00:06:48.790
We've they get pregnant, and we've had so many women that are like, well, I've got to get this book done before you get it.
00:06:49.030 --> 00:06:49.509
Yeah, yeah, yeah.
00:06:49.670 --> 00:06:50.470
No, I'm not pregnant.
00:06:50.709 --> 00:06:52.310
But let me let me share something with you.
00:06:52.389 --> 00:06:57.189
Is and you know this is if as an entrepreneur, everything is about urgency.
00:06:57.350 --> 00:07:02.389
We have to make things a priority that have the biggest long-term strategic value and make things happen.
00:07:02.550 --> 00:07:08.149
This is a great pillar or a foundation for everything that I want to do, and therefore it's important.
00:07:08.310 --> 00:07:15.910
I have only a short period of time in which I can impact tens of thousands of entrepreneurs, period, who have this massive ripple effect.
00:07:16.069 --> 00:07:20.949
And therefore, this is a good foundation, a solid foundation to build off of.
00:07:21.269 --> 00:07:21.829
Got it.
00:07:21.990 --> 00:07:29.670
And so when we think about this as it relates to the number one goal or what matters most, I mean, what does success look like?
00:07:29.910 --> 00:07:33.670
Is it signing up 10 clients, 100 clients from the book?
00:07:33.829 --> 00:07:43.670
Like what are the business-based outcomes that would make it a big enough why now for you to invest this a serious amount of time over the next three months, six months, whatever else?
00:07:43.990 --> 00:07:47.670
I want an easier way to bring people to our events and into our community.
00:07:47.910 --> 00:07:48.230
Okay.
00:07:48.629 --> 00:07:50.470
I talk about this in the book.
00:07:50.629 --> 00:07:53.910
It's the internal why and the external why.
00:07:54.230 --> 00:07:56.709
And so defining why, that's chapter two, right?
00:07:56.870 --> 00:08:01.110
But then you can a lot of times when I ask, and so I'm glad you said that, hey, why do you want to do this book?
00:08:01.269 --> 00:08:07.670
Well, there's the benefit or outcome for your ideal reader, and then there's the ideal outcome for you.
00:08:07.910 --> 00:08:11.829
And I think a lot of times people say, Oh, cool, I just want to help people do acquisitions.
00:08:11.990 --> 00:08:12.709
That's great.
00:08:12.870 --> 00:08:14.790
And I think that's a really altruistic purpose.
00:08:14.870 --> 00:08:16.870
And we call this leveraged impact, right?
00:08:16.949 --> 00:08:26.949
It's the uh the ability to do work once, and then that book goes on to impact thousands, tens of thousands of people and creating this massive ripple effect.
00:08:27.110 --> 00:08:46.870
So that there's the extra, the the the, I guess, yes, there's more intrinsic of, hey, I'm gonna help people through acquisitions, but then there's the why now for the business, so that it's not a side quest, but it's it's supports the main thing, which is filling the events, bringing in customers, easier customer acquisition, and preferably in time for that event in October.
00:08:46.949 --> 00:08:57.509
So you're yes, the way I'm the way I look at this is the highest and best use of my time has nothing to do with me being participating in events, hosting events, running events, helping entrepreneurs.
00:08:57.669 --> 00:09:02.950
The highest and best use of my time is very simply buying companies, scaling them, and exiting.
00:09:03.110 --> 00:09:03.269
Yeah.
00:09:03.509 --> 00:09:11.190
If I am financially driven, I would drop this 100% and only focus on that because this takes a significant amount of time.
00:09:11.269 --> 00:09:13.269
Now, I want to buy back my time.
00:09:13.429 --> 00:09:17.750
So part of my reason of why is I'm looking for this to help me buy back my time.
00:09:17.990 --> 00:09:18.470
Great.
00:09:18.629 --> 00:09:19.990
That I'll have bigger impact.
00:09:20.310 --> 00:09:23.429
Shout out to Dan Martel, uh, friend of the show.
00:09:23.590 --> 00:09:26.389
Uh, and that's the beautiful thing about a book, right?
00:09:26.470 --> 00:09:34.470
You you give this book to to people, and then if whether they can afford to work with you or not, and this helps them, and then it brings them into your ecosystem.
00:09:34.549 --> 00:09:37.590
But also, we I would use your book for customer acquisition.
00:09:37.750 --> 00:09:40.070
I would use it to onboard people, to onboard clients.
00:09:40.230 --> 00:09:45.909
If it's a lot of times people feel like more like a parrot than a CEO, because they just keep repeating stuff.
00:09:45.990 --> 00:09:48.710
And so instead of repeating stuff, you just point to the book, right?
00:09:48.870 --> 00:09:53.029
So let's talk about budget and then outcomes from the book.
00:09:53.190 --> 00:09:57.269
What's a realistic budget that makes sense to invest uh in the book itself?
00:09:57.590 --> 00:10:07.509
Well, this is part of the process we're gonna go through and understanding what is the ROI and the re and really the return on the investment and the risk associated to it.
00:10:07.669 --> 00:10:17.509
I mean, when I have campaigns that are um that are profitable with the lifetime value and the customer acquisition cost, I've gone$20 million deep.
00:10:18.149 --> 00:10:23.990
Again, but it has to be one that I can understand the cash flow conversion and the impact it's having on my business.
00:10:24.470 --> 00:10:31.269
Things that don't scale, I'm I'm painful, even spending taking$500 and throwing it out the window because that's what it is, is we're taking money.
00:10:31.429 --> 00:10:38.710
So, really, as we really understand this better, when I can understand the process, but the answer is I don't have a good answer for you right now.
00:10:38.950 --> 00:10:40.149
So let's circle back to that.
00:10:40.230 --> 00:10:42.470
And that's perfect because you're kind of skipping down to this.
00:10:42.629 --> 00:10:44.470
So I I would ask two questions.
00:10:44.629 --> 00:10:50.389
One is what is a return that you're looking for from marketing dollars that you spend in your business?
00:10:50.549 --> 00:10:51.429
Like what's a good return?
00:10:51.509 --> 00:10:52.310
Is it two to one?
00:10:52.470 --> 00:10:53.429
Is it four to one?
00:10:53.669 --> 00:10:55.429
Is it four to one higher than that?
00:10:55.509 --> 00:11:03.750
So four to one return is typically so when you're spending uh in your business, uh it what you spend on marketing a year.
00:11:04.070 --> 00:11:05.750
Oh, right now in this business, not much.
00:11:05.990 --> 00:11:06.310
Not much.
00:11:06.389 --> 00:11:06.549
Okay.
00:11:07.269 --> 00:11:15.909
So so so if you're spending whatever it is in your business to I'm assuming you're having to spend money to fill these events, or you those are mostly just through referrals.
00:11:16.149 --> 00:11:17.669
Uh through referrals we're getting right now.
00:11:17.909 --> 00:11:18.789
That's incredible.
00:11:19.110 --> 00:11:20.230
So four to one.
00:11:20.470 --> 00:11:26.310
So if you're spending a dollar, you want to get four dollars in revenue out, okay?
00:11:26.710 --> 00:11:30.629
Everyone that I touch, if they start thinking about their business different, that's success.
00:11:30.789 --> 00:11:31.029
Okay.
00:11:31.190 --> 00:11:31.990
Not a customer.
00:11:32.230 --> 00:11:41.429
Everyone that comes to one of our one-day events, which they're seven to five uh seven to nine figure entrepreneurs, if we believe in them, then we underwrite that.
00:11:41.509 --> 00:11:43.590
So that's not profit from that perspective.
00:11:44.230 --> 00:11:45.990
We run our events twice a year.
00:11:46.310 --> 00:11:46.549
Okay.
00:11:46.710 --> 00:11:48.629
So my goal is to fill that event.
00:11:48.870 --> 00:11:56.070
But at the event, the highest and biggest impact we have are those people that join the acquisition boardroom.
00:11:56.549 --> 00:12:03.029
And basically, and basically in the um in our advisory board, that's the community we're ultimately curating.
00:12:03.110 --> 00:12:06.070
We have 50 members in it, so that's what we're trying to grow to 200.
00:12:06.389 --> 00:12:06.629
Got it.
00:12:06.789 --> 00:12:06.870
Okay.
00:12:07.190 --> 00:12:09.669
So 200 is the overall business objective.
00:12:09.990 --> 00:12:10.310
That's it.
00:12:10.549 --> 00:12:10.870
Of that.
00:12:11.429 --> 00:12:12.470
What's the price point on that?
00:12:12.789 --> 00:12:15.429
Uh ultimately per year, fifty forty-five thousand dollars.
00:12:15.750 --> 00:12:19.830
What would uh success look like in terms of number of these clients over the next twelve months?
00:12:20.070 --> 00:12:20.870
Over the next 12 months.
00:12:21.110 --> 00:12:25.750
Of the 50 people I expect to onboard, if half of them came, 25.
00:12:26.070 --> 00:12:26.389
Okay.
00:12:26.629 --> 00:12:38.230
So 25 clients that read your book or come into your world because of your uh to come into this 45K program about 1.1 million, 1.125.
00:12:38.629 --> 00:12:39.590
So then that's the goal.
00:12:39.990 --> 00:12:41.909
And the factor that I look at is also risk.
00:12:42.070 --> 00:12:48.870
If I knew I can get a four to one and do this all day long with 100% confidence, all day long I'd do that.
00:12:49.909 --> 00:12:51.990
Going back is the probability of success.
00:12:52.070 --> 00:12:57.830
And that's why I look at every campaign and everything I've tested over the years, is I look at everything as a test and then you scale it.
00:12:57.990 --> 00:12:58.230
Yep.
00:12:58.389 --> 00:13:00.629
And so that's when I think that's a really great point.
00:13:00.789 --> 00:13:04.629
Because if we were to do that, then we would if we just put this side by side, right?
00:13:04.789 --> 00:13:11.750
We would say, okay, well, 50K, if it's a four to one, well, then we need to get 200k, right?
00:13:12.230 --> 00:13:14.870
Which would be five clients.
00:13:14.950 --> 00:13:17.590
Let's just round up so we we clear that hurdle.
00:13:17.830 --> 00:13:23.590
So then the proper so then then it's just what's the probability of getting five clients from the book at that level?
00:13:23.830 --> 00:13:29.269
Or if it's more like in this level, well, then what's the probability of getting, let's call it 25k?
00:13:29.350 --> 00:13:32.070
Well then, okay, maybe that's what's that?
00:13:32.230 --> 00:13:36.389
Uh three clients, 40, something like that, three clients.
00:13:37.029 --> 00:13:44.870
This is one client, and then there's obviously the piece that you're probably gonna value more uh than most people, which is your time, right?
00:13:44.950 --> 00:13:50.950
Because you're gonna invest a dollar amount in this, but then you're gonna invest hours for the most expensive part of the thing.
00:13:51.269 --> 00:13:52.950
So let's talk about timeline.
00:13:54.149 --> 00:13:54.950
What's the goal?
00:13:55.029 --> 00:13:56.549
Do you want to publish by October?
00:13:56.710 --> 00:13:56.870
Yeah.
00:13:57.029 --> 00:13:59.190
So it's so six months, six months or less.
00:13:59.350 --> 00:14:00.710
Okay, six months or less.
00:14:00.870 --> 00:14:09.909
Okay, and so then we're gonna come down into these eight milestones, and I'll be quick so that we can hit through the the the rest of this and kind of wrap the video.
00:14:09.990 --> 00:14:13.590
But we always talk about the eight milestones to go from blank page to publish.
00:14:13.750 --> 00:14:16.629
The first four are what we call the more writing method.
00:14:17.110 --> 00:14:22.549
So this is mind map outline rough draft editing, right?
00:14:22.710 --> 00:14:29.669
This is a little type of that should be professional editing, but then we move into cover design formatting launch, right?
00:14:29.909 --> 00:14:32.310
And so that's kind of the last phase.
00:14:32.549 --> 00:14:43.990
So what we look at here is you know, you can come from here to here, and if you're trying to do in six months, I would say, well, then this needs to be roughly two months or 60 days.
00:14:44.230 --> 00:14:46.789
This editing process coming into here.
00:14:46.950 --> 00:14:50.629
Well, that needs to be probably 45 days or less.
00:14:50.789 --> 00:14:52.470
Let's see where we're at on the clock now.
00:14:52.629 --> 00:15:00.149
We're at three and a half months, and then now all of a sudden, this part is let's just call it 30 days just to have some buffer.
00:15:00.389 --> 00:15:03.830
And so, but this can happen concurrently with your launch prep.
00:15:04.070 --> 00:15:05.830
And so now all of a sudden you've got two months.
00:15:05.990 --> 00:15:07.750
Now that's moving, that's quick.
00:15:07.830 --> 00:15:11.350
Uh, but so we're up to three and a half months, four and a half months.
00:15:11.429 --> 00:15:18.470
So we got a month and a half to spare, and let's call this 60 to 90 days.
00:15:19.190 --> 00:15:25.269
So these can obviously overlap, and then boom, we're launching by the time of this event in October.
00:15:25.429 --> 00:15:31.750
And so that's where I think, especially for people who are watching this, if you're a business owner, you're probably thinking, what is the time?
00:15:31.909 --> 00:15:33.429
So we talk about the book time.
00:15:33.590 --> 00:15:40.070
So let's say, okay, this is gonna take let's just call it 300 hours.
00:15:40.389 --> 00:15:43.509
Okay, 300 hours to get this book done.
00:15:43.909 --> 00:15:50.549
Versus what is the other time that it would take to get this here, and then so then you can compare.
00:15:50.710 --> 00:15:58.789
Now, the benefit of a book, I'm not biased or anything, obviously, but the benefit of a book is you do the work once, you create the book, and then years from now it's bringing in client.
00:15:59.029 --> 00:16:01.509
And so let's let's wrap this up with writing plan.
00:16:01.669 --> 00:16:02.549
What are you thinking here?
00:16:02.629 --> 00:16:04.310
Are you wanting to pay a ghostwriter?
00:16:04.470 --> 00:16:07.190
Are you wanting to speak the book and kind of do transcription?
00:16:07.269 --> 00:16:09.590
Like you've got speak interview, okay for a mat.
00:16:09.830 --> 00:16:15.509
So speak interview, and then do you have an internal writer on your team that knows your content?
00:16:15.750 --> 00:16:15.909
No.
00:16:16.070 --> 00:16:18.070
Are you wanting to hire a ghostwriter?
00:16:18.310 --> 00:16:21.110
Were you wanting to use some combination of AI and a ghostwriter?
00:16:21.350 --> 00:16:21.669
That's correct.
00:16:22.549 --> 00:16:22.789
That's correct.
00:16:23.029 --> 00:16:23.190
Okay.
00:16:23.350 --> 00:16:26.389
So so speak the book and pay a ghostwriter.
00:16:26.470 --> 00:16:27.350
And this is external.
00:16:27.750 --> 00:16:36.230
And it's more of a it's more of an editor because basically I've trained Claude to be my authentic voice and knows that.
00:16:36.549 --> 00:16:36.710
Cool.
00:16:36.870 --> 00:16:42.870
So through an interview questions, we can get all the content put in there, combined with all my speeches and everything else that I put out there.
00:16:43.110 --> 00:16:43.350
Got it.
00:16:43.509 --> 00:16:45.830
And probably create the framework and create the good bones.
00:16:45.909 --> 00:16:49.509
But then there always is that editor that knows.
00:16:49.830 --> 00:16:50.230
Got it.
00:16:50.389 --> 00:16:58.789
So two important things here for people who are watching, thinking about using AI with your book, I would say you got to make sure the my map and outline is really good.
00:16:58.870 --> 00:17:04.230
And if you're gonna invest time at any phase of the process, I would really nail that and make sure that's good.
00:17:04.389 --> 00:17:06.389
And then your source material, right?
00:17:06.629 --> 00:17:23.750
So if you are using Claude or you are using AI to help with that, uh, I would say, how do we make sure that that source material is good and comprehensive to where it has all your best frameworks, your best videos, your best content, and all that, so that it sounds like you and is in your voice and in your frameworks.
00:17:23.909 --> 00:17:27.190
Otherwise, you're just gonna be polishing a turd and get really frustrated.
00:17:27.349 --> 00:17:27.589
Oh, yes.
00:17:28.230 --> 00:17:28.470
100%.
00:17:28.950 --> 00:17:29.589
That's 100%.
00:17:29.990 --> 00:17:31.589
It's a really frustrating process.
00:17:31.990 --> 00:17:34.229
So, all right, launch plan.
00:17:35.269 --> 00:17:39.269
I'll we've got videos on this on the channel, but we got two types of launches that we talk about.
00:17:39.349 --> 00:17:48.549
We talk about the MVP launch, which is the minimum viable product launch, and then the traditional launch, which is kind of any traditionally published author, more extensive.
00:17:48.709 --> 00:18:02.789
So we're talking massive time and money investment, relatively speaking, and we're talking about, hey, I want to go lean and mean and do only the handful of things that are gonna move the needle and bring in clients.
00:18:03.029 --> 00:18:05.109
Where where do you fall on that spectrum?
00:18:05.589 --> 00:18:07.669
Uh that's a good conversation to have.
00:18:08.069 --> 00:18:10.069
And we have time to have the conversation a little bit.
00:18:10.149 --> 00:18:18.389
And the reason why is um, do I want to be on Amazon top three, top one list, number one selling on New York Times?
00:18:18.469 --> 00:18:19.429
What does it take to get there?
00:18:19.589 --> 00:18:23.109
What if we do accomplish that, then what will that give us?
00:18:23.269 --> 00:18:24.309
How will that help?
00:18:24.549 --> 00:18:28.709
Whether it is a sale, distribution, and the funnel overall, but these are good questions.
00:18:28.949 --> 00:18:29.269
Yeah.
00:18:29.509 --> 00:18:34.069
So my knee-jerk personal reaction is I would probably lean more towards this.
00:18:35.029 --> 00:18:37.589
You're a busy guy, your time is worth a lot.
00:18:37.909 --> 00:18:40.629
And this is a trap that a lot of people fall into.
00:18:40.869 --> 00:18:50.469
We're working with um Dean Graziosi and Tony Robbins on their book, we're working with Carlton Dennis on his book, we're working with a bunch of really successful people on their books.
00:18:50.789 --> 00:18:56.709
And we define this at the beginning, but then you get halfway through the process and this sneaks up on them.
00:18:56.789 --> 00:19:00.549
And they're like, well, hold up, I want to hit New York Times, or hold up, I want to hit whatever.
00:19:00.709 --> 00:19:08.949
And so we have to constantly come back to, but what we said is if we just hit that number, that's the most important thing, right?
00:19:09.029 --> 00:19:27.829
So that's what I would think about almost with you is I would say, okay, let's just optimize for the handful of things that are yes, gonna move the needle, there's gonna be a nice pop, and all that to focus exclusively on a launch that drives business and that drives 25 or as close to that clients as possible.
00:19:28.629 --> 00:19:30.309
That's the one-page book launch plan.
00:19:30.709 --> 00:19:31.349
That's why not.
00:19:31.509 --> 00:19:31.750
All right.
00:19:32.469 --> 00:19:36.069
All right, so this one is uh this is our first ever like this.
00:19:36.229 --> 00:19:39.189
So if you guys enjoyed this process, comment below.
00:19:39.349 --> 00:19:40.709
Do you want to read Tom's book?
00:19:40.869 --> 00:19:44.869
We maybe we'll do some pre-orders coming soon, but comment below, let me know your biggest takeaways.
00:19:44.949 --> 00:19:48.789
And you can obviously download this one-page book launch plan.
00:19:48.869 --> 00:19:57.669
You can fill it out yourself, and hopefully, just the process of walking through this was helpful to see kind of how I think, how we think, and a little bit of live coaching here.
00:19:57.829 --> 00:19:58.149
Awesome.
00:19:58.229 --> 00:19:58.869
Well, thanks, y'all.
00:19:58.949 --> 00:19:59.750
As always, comment below.
00:19:59.829 --> 00:20:01.269
We read and respond to every comment.
00:20:01.349 --> 00:20:03.109
Uh, subscribe to the channel.
00:20:03.189 --> 00:20:05.109
We drop videos on this channel every week.
00:20:05.189 --> 00:20:07.750
We're knocking on the door of a hundred thousand subscribers.
00:20:07.829 --> 00:20:11.429
So then we're gonna have this fancy play button, uh, which will be kind of fun.
00:20:11.509 --> 00:20:13.750
So subscribe to the channel, maybe you'll get us over the top.
00:20:13.829 --> 00:20:14.549
And thank you, Tom.
00:20:14.789 --> 00:20:15.269
My pleasure.
00:20:15.429 --> 00:20:16.229
Thank you.
