What do I need to Write a BookSo what do I need to write a book?
The Transcript of Does Everybody Need to Use a Book to Be Successful ?
That' John Jantsch, and my special customer for tonight is Tucker Max. He is a co-founder of Book in a Box and a four-time bestseller writer for the New York Times. We' re gonna be talking to you about ledgers today, so, Tucker, thanks for coming along. Tuckers Max: Thanks, man. JOHANJANtsch: I'm just gonna turn the subject of your mind upside down.
Can you tell me what a Box is? Tuckers Max: I got all angry at her, but she was 100% right. I can get a novel out of my mind, her thoughts and her words out of my mind and into a novel without them having to spend a year at the computer.
Took me a while to really fine-tune the whole thing, but the script worked fine. Then it turned out that many other folks had that need, and now we're three and a half years later, we've made 750 copies and we're going with them. Tuckers Max: Yeah. This is John Jantsch: There are a bunch of folks that the empty leaf is scariest than anything else, but they'll be talking to you for you.
Tuckers Max: Yeah, that's right. JOHAN JANtsch: I think that's the one. Tuckers Max: Well, that's how the whole thing is built. It' not there to, um.... writing is a completely different media. A few of them are really good authors, and they don't really have anything interesting to say, and then some of the brightest, most excellent folks I know can't even type, so why not be an translator for them, a writer.
This is John Jantsch: John-Jantsch: It's difficult to divide them. Tuckers Max: It's fun. Somebody really wise said your trade issues are almost always your own particular issues in disguise. No. ELIZABETH: Yes. Tuckers Max: Dude, we had made about two and a half million divestments before we stopped him, and we are now approaching 20 million.
JOHAN JANtsch: Yes, that's interesting. Tuckers Max: Yeah, it did. Jantsch: As far as the lever aging and traction and all that is concerned, few businessmen are really in a position to take on this role. Well, because they're different abilities. To see a need in a particular business and create something that meets that need is a very precious ability, but it is completely different from.... A business is all about running and coached people and all those things.
Jantsch: I can't tell you how many start-ups, businessmen I had at the fair, who did quite big business, who will come.... Almost every one of them will tell you that their greatest concern was people's issues, but what they really said is that they didn't know how to do that.
Tuckers Max: You're 100% right. I was so relieved when I let go of being chief executive and we had someone with us who was good at coachin' and lovin' it because I'm not. They are astonishing, but sometimes I just want to go home and be egotistical and let myself be.
This is John Jantsch: Everybody need a work? Tuckers Max: Yes. I say that. Well, I don't think everyone has to compose a script. When you are selling your know-how, and that is part of your job, when you.... I don't want to disqualify builders, but builders don't need a workbook.
It is unlikely that building companies will need a copy either. contractors do really well, builders do really well, but if you're a knowledgebase, attorney, doctor, consultant, trainer, executives, things like that, if you're selling basically what you can do, I think over a certain level, having a work has become integral to differentiate yourself and really soar.
Tuckers Max: Yeah, right. I' ll reply, it's a kind of follow-up to your last "Does everyone need a book" and how does our work? One of the great things we always point out to our clientele is that you are better off with no books than a poor one. So, we really stress.... We won't work with customers we don't think they have a good one because we don't want to do a good one.... Nobody will win if we do a good one.
Then, also the big thing with our trial, our trial is drafted, well it is an interviewee one. So all you have to do is know what you're talkin' about, and you have to be able to call us and discuss what you know. When you can do these two things, we can get a really good work out of you.
We are confronted with the fact that sometimes we are dealing with someone who does not really know.... Either they do not know what they are speaking of, or they want to create a script that goes far beyond what they know. We get a physician who is world-class in one particular thing, but he wants to make a notebook about how to find his passions.
Tuckers Max: It's like, "Dude, you don't really know how to do that. These are the best ones who draw the curtains and pass on the know-how and insight that you have and that are precious to man. This is the most important thing you can do in a textbook, because if you do not, then the textbook is of no value to anyone but yourself.
JANJANTSCH: Yes, I'm sure you are coaching the kind of preparation you want because they will obviously show up for this interviewer and you will ask them a few question, but is there a whole lot of work that you need to do to help them organize their thoughts or get prepared for these to be? Tuckers Max: We actually have two different offers now, such as the turn-key high-end solutions.... We don't really tell them to get a little prepared, but the point is that they should show up and be prepared with their wisth.
Usually what we do at the end of a particular call, it is a very... The detail of the procedure are not really important, but you work with several different persons, and each individual has a particular part. But here are the keys. This is what we definitely do, but we don't..... The more humans at least in our processes are preparing, the worst it gets because they don't even know how to get ready, so we have our processes organized.... Our processes are really organized and algorithmically almost on our side, but we take over the whole load.
Tuckers Max: When you go to a place, you don't go back and help the cook. and pay for the food. ELIZABETH: Yes. Where..... You probably had folks come to you and say: "Hey, I'm considering your approach", or "I have a boyfriend who has an agency who will speak to a publisher", or "I could post myself".
Tuckers Max: Yeah, that's a great one. Lots of folks ask us that. Here is the fact that most folks can't do business in the tradition. If you already have an available public that you can sale your product to as John obviously you could get a deal, the only way you get a tradtional deal is.
but if you hadn't made any accounts before, you could get a bargain because you have an audiences, right? SUCOLTTOR MAX: It's not just a small group. Conventional publishers usually do not require you to have at least 25,000, maybe somewhere 10, to be selling, but the genuine ones want a clear way of 25,000 specimens.
For businessmen, companies, executives, trainers, this kind of thing in the widest possible meaning, self-publication makes a lot of sence. But I always tell them: "You have to do it professionally. Even if you're not working with us, you need to make sure everything looks good on your books, because if you don't, they' ll be judging you.
When you have a front page that looks like it was purchased on Fiverr or 99 styles, folks will think you're less of a pro, and they're right, at least in the literal terms. Tuckers Max: The other big thing, even as a businessman working with someone like us or self-publishing, why it is helping is because you own the work.
So, you get to give the product off for people or in any way you poverty, can you use the product in your commerce that's really why you write a product, abstraction? If you have a publishing house, they don't want you to use the books in your advertising. You want to make a copy because that is your shop, so for most of those who think a good old read is a door to something else, it should be self-published in some way.
Jantsch: Yes, and part of it, before you think about a work, you have to think about where it fits into everything you do, or what is your overall goal and what is the endgame? This is all about a books era, isn't it?
Tuckers Max: Yeah. Jantsch: Did you let someone come to you, and again 750 volumes, certainly you have that you are like, "Hey, we want to make a book", and you are like, "Okay", and you begin to digest and you go, "Oh man. It' gonna be a hit-paper.
Tuckers Max: Oh, yeah. There' s a fella, Philip McKernan, we're working with, who hasn't published his novel yet, but it's latters. He' s got this subterranean thing where folks give their eulogy, but they do when they're up. Here is the thing, John.
They are for a very special public, which we suggest to our writers to create a speciality. It doesn't make much difference if you want to buy a copy. SUECKER MAX: If you're like a conventional style, it doesn't make much difference, but if you're going to advertise for yourself and your shop, niches are the way to go.
For example, we have authored many works that are enormous in a 5000 or 10,000 or 100,000 person altogether, but no one else in that alcove has ever known. JOHAN JANtsch: Yeah, and then you probably won't have the competitors in there either.
Tuckers Max: Exactly. It is not the contest, not only for the sale of books, but above all for advice, because there is a lot of talking. Melissa Gonzales, our very first customer, has written a books about pop-up retailing, such as how to build a pop-up retailing thing, which is a freak. Though there may be 5000 in the world who take charge of it, but these 5000 are really caring and so she is now a keynooting like big conferencing, like three or four Fortune 500 businesses are customers of her because they are all retailers, right?
This is John Jantsch: So, as we all know, you have to type the script and get it.... I guess you could say there are three parts: you type the script, then when you publish it yourself, you get it sketched and processed and printed, then it is distributed. Selling of a conventional publishers is that they have all the links, the sale and the distributors on the spot.
Tuckers Max: Yeah. We''ve put them in IngramSpark, so Ingram is a big bookshop, like BNN and a lot of Ingram's big warps. All our writers, any writer who publish about us, anyone can go to Barnes and Noble and order their books, and it will be there in about a da?
Tuckers Max: Now we have no selling relations with boundaries and such, but age, the truth is less than 20% of total purchases are done by shops more physically, and almost all of these are fiction. The only ones who really are selling a significant number of accounts are those that are selling only the very, very popular top accounts and that's it.
JOHANNJANtsch: Yes, even the big retailer carries a copy of a copy of a notebook if they have it. Tuckers Max: Exactly. Jantsch: You mention a few sizes, so audio books, children, hardcovers, paperbacks. Tuckers Max: Yes, yes. This is John Jantsch: Are you offering your writers tips on how to market their work?
Cause obviously, the box office's gonna really come down to you getting out of there. There is no advertising money or selling staff to promote it, so at least help your people find out how to do it? Tucker Max: Yes, it' s in the box, we have a little promotion in the beginning.
Then, we have a whole marketing course that all our customers get for free, which is like a premium grade booksemarketing course that really goes them through exactly what to do but how to think about it and how to make the right choices because here is the mystery to booksemarketing, John I know you know well.
There is no right way to sell a work. There is only how to use this guide to reach its intended purpose, and so for most of our customers there is almost no general counseling that is suitable for even one third of our customers. If we have customers who are specialized in a particular kind of customer, it would be pointless to get them in the New York Times because they only have to stand in front of highly separated wives or something like that, no matter what their customer group is.
Others, they are completely different, so what we do is the big thing in helping them with our sales is to redesign a product to realize that their business is not selling books. Tuckers Max: Your task is to use the script to get the dealing or authorities or speaking, or whatever it is, what you want, and so we tell you exactly how to use the script.
We often link them to individuals who can help them, whether it's voice or Facebook advertising, or whatever their unique approach is. Tuckers Max: No, no, no, no. Yes, it's a lump sum. This is John Jantsch: Tucker, where can I learn more about Book in a Box?
Bookinabox.com. Jantsch: Yes, quite simply. So I appreciate you showing up and tell us about Book in a Box, and hopefully we'll see you back on the street soon. Tuckers Max: Thanks, bro. This is John Jantsch: It is much simpler than posting a comment on a visiting blogs. They want to split this up.