Jeremy wrote the book on business success. Now he helps others do the same. | Rise Grind Repeat 049

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Overview:

Jeremy Jones will be happy to tell you what to do; not because he’s a control freak. He tells you what to do so you can tell other people what to do.

That’s why he created Jones Media Publishing, a top-rated book publisher for experts. Along the way, he discovered some things, about himself and about how to grow a business. And some of them may surprise you — things like, don’t grow too fast; don’t become too focused on your business; give some of your product away.

If any of those go against your principles, listen to Jeremy first. He can tell you what works … because it worked for him.

Jones Media Publishing Website – https://jonesmediapublishing.com/

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Rise Grind Repeat Podcast
powered by EIC Agency
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Hosted by Dustin Trout
Produced by Andrei Gardiola
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Check out the full video episode on Youtube at:

https://www.youtube.com/watch?v=mnsfbl2P0Ts

For more information visit our website at https://eic.agency/ We are also on
Instagram @EveryImpressionCounts

| Rise Grind Repeat 049 |

(00:00):

And funny as it is. I don’t, I don’t think a lot of people have that. They just, they have a service they offer and then you just try to get it out to everybody or anybody that will listen and then whatever just randomly happens to come in or random referrals that come in. You just kind of accept that as growth.

(00:30):

On today’s episode of rise gun repeat, we talked to Jeremy Jones from Jones media publishing talk about how his company works with coaches and experts to publish their own book and how to use that book to grow their personal brand. Let’s dive right in.

(00:56):

Jeremy,

(00:56):

thank you so much for uh, coming on today. I know it’s new year’s week and so most people are kinda checked out to the rest of the week. So I do appreciate your time. Before we kinda jump in, we’d love to hear your background. What is, uh, what does the last couple of years of, of your journey looked like? How’d you get started and what all, what all do you do?

(01:13):

Yeah, so a quick highlight of my background. So I grew up in Southern California and I wanted to, you know, travel, I wanted to go to college, things like that. But my parents couldn’t afford to do that. And so best option for me was to look at the military. So I looked at the different branches and that was, that just worked out to be the best thing. So I joined the Navy and just stumbled into the recruiter office. He told me all this really good stuff. Like, yeah, that sounds really good. Let’s do it. So, uh, I went to a school, become an electrician and was lived basically lived on an aircraft carrier for four years. What was that like? Yeah, it was crazy. It was like, um, its own city, its own culture. No, it’s 5,500 people working all the time, you know, seven days a week you work when you’re out to sea.

(01:57):

I did two and a half deployments, which are six months at a time and traveled all over the world. Just to give you a kind of a, you and your audience a reference a time. So I was getting ready to get out of the military and that was, uh, September 11th, 2001 was the September 11th attacks. So we were leaving Singapore and that happened and we were the first aircraft carrier to in the retaliation went straight to the Persian Gulf. Wow. Yeah. So we were there for like, it was like 112 days straight. We were out to sea in the Persian Gulf. We finished that up and then went back to where I was stationed near Seattle, uh, Bremerton, Washington. And then I got into the Navy, moved here to Arizona right away.

(02:38):

Well, Brian, to appreciate your service. That’s, that’s, that’s awesome. Uh, what brought you to Arizona?

(02:43):

So I had visited a few times. I really liked it and I had a school that I was kind of eyeballing. Uh, and I S you know, I said to myself, unless some other place kind of compels me to go there. Uh, I just liked what Arizona had. I didn’t want to go to California. I just wasn’t interested in moving back there. Seattle, the rain was just ridiculous. You know, it was just out of control. Every day you have as much rain. There is sunshine here. I enjoyed the rain, but it’s, it’s out of control there. It’s, but it’s a beautiful place, but it was just too much, uh, with the rain. So, uh, so I moved here and, and really enjoyed it. That was, uh, seven, 17 years ago almost. So that was 2002. I got my bachelor of arts. I started, I was working for a company in doing freelance work on the side and really floundered for years, uh, trying to figure out this entrepreneurship thing.

(03:31):

You know, like I didn’t have any mentorship or family members that I could turn to, to, uh, to learn the basics of, of running a business. And so I really did flounder for five, six, seven years, something like that. And then I got married. Uh, we have two kids and my wife worked and it got to the point, really our turning point I think, uh, if I look back was she got laid off. She was working at the Arizona Republic and it was that time where like, well, we’ve been trying to replace her fall full time income for a while. Just hadn’t been able to really get it over the edge, you know, it was kind of up and down and up and down, up and down. And so, uh, she got laid off and thought, you know what, we can either have her go back to work and we had taken, it was funny, like I’ll just kind of share this real quick too, cause it was just as I was driving down here, we used to live, um, uh, on baseline right at South mountain, right.

(04:22):

We used to live down there and she would commute to downtown. I would commute to another place, like going to have to go through downtown. And we used to take our son to a daycare, like right down here on Broadway. And it’s crazy because we ha we had to do that for a while with our son and we wanted to get out of that so bad. And then, um, the business started picking up, uh, when she got laid off. We thought, you know, either we, you can go back to work or we can just kind of pull together. I really got my focus. I hired a coach that was a really big thing for me is I hired a professional coach to help me with marketing and sales and things like that. And that was really the turning point for me, I think is just that, that laser focus of, uh, of really wanting to take it serious.

(05:03):

And that’s when it really happened. We replaced her full time income very soon after, replaced my full time income. Uh, we were able to start, you know, my wife could take care of our son. I still even to this day, like take him to school every day, pick them up from school. Um, so yeah, so it’s been, it’s been really good. And right now we’re, uh, my company, which is Jones media publishing. Uh, we’re, uh, I’m a specialty book publishing company for coaches, consultants and speakers for right now, the top rated book publisher in the state of Arizona. So it’s, yeah, it’s been really, really good. Awesome. Uh, so it’s funny like you mentioned con couldn’t really get it over the edge. How much was uh, the uh, Hey, we just gotta figure it out. Was the drive to then replace the incomes? Yeah, so I think it was, it was a combination of a few things.

(05:51):

The first thing is I was, I was learning marketing. I was kinda studying marketing, but it was all over the place. You know, I was trying to do everything, be everything to all people. I was doing, uh, providing a lot of different services. At the time I was doing website design, I was doing marketing services, email marketing, just all kinds of stuff that I would learn a skill set. I would do it for myself. I thought all I could offer this as a service. I was out networking and all these different events here in town, met a lot of people, developed these relationships. Uh, but I was just doing too much in too many areas. And that’s one of the things we were through my coaching and through our, my book publishing program is I encourage people is to specialize, you know, get a, get a specialization because you can, although you feel like you’re narrowing who you service, uh, it, it creates a specific audience, feels like you’re the one that can service them and help them with, with a particular service.

(06:42):

So that’s basically what I did is kind of these, all of these things happen at once where I narrowed my focus, I decided, okay, I want to, I want to start just to specialize. I ended up offering my own book as I, as my business was starting to grow. I authored my own book on marketing, kind of talking about marketing and lead generation, things like that. That book took off, uh, became a bestseller. I started getting speaking engagements and opportunities that came up like that. Uh, and then I started to really realize that the, the power of, um, specialization and becoming, becoming an expert on a particular area. And that’s what I encouraged a lot of people to do. All right. So, I mean, you mentioned you were kind of floundering a bit and uh, one thing that kinda stuck out as I was looking on LinkedIn was, uh, the books and then specializing on the coaching side of things.

(07:28):

Um, and then you also mentioned that that once you connect with a coach, that’s where you saw some, some progress. What are some of the things that maybe the coach brought out or made you realize that helped you go from floundering to growing? Yeah, so one of the biggest things, and I still kind of have this as my overall theme of what I do at constant and remind myself as simplicity wins. You know, like you, you have to simplify what you do in order to scale what you do. And Oh, I don’t know, a lot of people I think, and as a way I used to think is in order to kind of scale and grow is you’ve gotta be doing more and to be doing more things. And I’m of the belief, very strong belief right now is that you simplify into a couple of things you can do really, really well.

(08:08):

And then you go deep with it, right? Instead of trying to cover all these different areas. So really just narrowing down that focus on what it is that you specialize in. And from that did it create more of an inbound opportunity? Is [inaudible] kind of I guess look like a thought leader in that space and yeah. Oh yeah, for sure. So because I had, I had my book, I was going to speak at different events. Uh, I had a particular niche that it was working with a specialty that I was working with all of those things together. But then I think also the narrow of the focus for the business operations itself. So I think one of the most important lessons that I learned in that in that process is the, which I think a lot of small business owners just, you know, they, they see it as kind of an automatic is the client process, right?

(08:57):

Yeah. So I think that’s what every, everybody needs a focus on 100% in the early stages is having a systematic process for client acquisition that works for you, for your niche, for your audience, for your offer especially. And, and developing a simple client acquisition process. And funny as it is, I don’t, I don’t think a lot of people have that. They just, they have a service they offer and then you just try and get it out to everybody or anybody that will listen and then whatever just randomly happens to come in or random referrals that come in. You just kind of accept that as growth. But a lot of times that dries up in the referrals dry up in that situation. Um, technology changes and then that just cuts everything off.

(09:40):

No, I, I totally agree. And that’s something we’re completely focused on is like what is our process? What does that look like? And are there any tips or I guess what, what either does your process look like? Or what are some things to think through as maybe a business owner might be trying to figure out that a customer acquisition process? Yeah, sure. So I’ve actually

(09:58):

do this in our coaching program is we’ve narrowed it down and basically there’s three primary phases to it. So like the three pillars, if you look at it. So for your business you have to look at if you’ve serviced some clients, what has worked really well as far as getting your business in front of people? So the first pillar of that is systematic, consistent promotion. All right? So how can, what can you do consistently to get your business in front of the right audience? And the right people makes sense, right? A promotion, really all that is is making something known, right? So first step, making something known. Now a lot of people what they do is they just stop there, right? I just need to make it known and then automatically something comes back. So pillar number two is a consistent and systematic conversion mechanism, right?

(10:43):

So once your business is known is to have a conversion mechanism that turns those people and the clients. And then pillar number three is having a systematic, predictable, um, a service delivery. So after those turn into clients having an onboarding process and having a process of delivering that service, and then you just optimize each of those three, how can we do pillar number one better? Getting our business in front of the right people, sorry, there’s an offering for your product and then there’s the right audience. There’s that match, then there’s a conversion mechanism. How can we enhance that and do that better? And then the service delivery, it’s just those three pillars over and over and over, getting better and better at each of those three.

(11:21):

Yeah, it’s awesome. I mean, you focus on the acquisition and then also the retention and as you kind of figure out how to retain more, that obviously increases the lifetime value of a customer, ultimately make it just more efficient. And uh, eh, that’s really cool. Yeah. Again, simplicity wins, right? So I’m like, I’m a simple guy. I like simple stuff.

(11:39):

And, uh, as much as it is sexy and appealing to make things more complicated, what really works is simplicity, I think.

(11:47):

No, I, yeah, I, I totally agree. And uh, so do you have a book about, or I guess let’s,

(11:54):

how, how did you get into the publishing space and writing your book? Yeah, it’s a great question. So as I was transitioning, I was working for this company and what happened was I was starting to learn a lot about marketing and what Mark the essence of what marketing is, right? And so I was listening to a lot of podcasts. I was listening to, I was going to seminars, I was reading a ton of books just absorbing and listening all I could. One of the things that I learned about the marketing process, which again is making your business known so effective ways to make your business known is education based marketing, right? So value driven marketing that we hear a lot about here today. And so what I did in that process was that was kind of about the time where I started my podcast. I started interviewing and providing value to a wider audience.

(12:40):

Again, making my business known, but also helping other people make their business known. My podcast really started to take off and in that time I was still working for a company and still doing freelance work, right. Still kind of growing my business, kind of just working for myself and getting things up and going. And I attended a book signing with a guy you might know Gary Vaynerchuk. I think you have an idea who, who that might be. Yes. Also your stuff here. So, uh, I met Gary at his first book signing it. So this was years ago. Yeah. Um, and connected with them, kind of stayed in touch, had him as a guest on my podcast, then I can continue. Yes. So this was years ago and then, uh, continued to kind of connect and stay in touch. Then his book, um, thank you know, a jab, jab, jab, right hook came out.

(13:27):

Right. This was right before. Thank you for calling me, I believe. Uh, and through connecting with him, he came and did another book signing and that kind of saw him again and was like, man, I like to invite you to be a podcast guest. And he’s like, yeah, sure. She was a guest again. It was like, wow, this is awesome at that book signing. So that in itself was, it was fun and kinda kinda cool at that book signing a guy that I had met through different events here locally, uh, named Joe Polish who runs the, uh, one of the highest level mastermind groups for entrepreneurs called genius network. Right. So I met him and I had heard about him. He runs a podcast. I love marketing, which is fantastic, which I listened to for a while before that as well. I connected with him and I was like, man, I’m in this transition time where I have like, I have these skills, all these different skill sets.

(14:11):

My business is kind of starting to take off a little bit, but I just, you know, I want to do something else. I want to work for myself. He’s like, you know what, some of the things that you mentioned that you’re good at or that you do we could use at, at my company. I was like, wow, really? It’s like, yeah, why don’t you talk to our, um, our, um, uh, manager and just kind of apply and see where it goes. Right. So I did that, I followed up with it and then I ended up, uh, leaving that job and working with him and his team for about two and a half years and got all kinds of mentorship and education. I was the, it’s the best marketing education I could’ve ever asked for. Thankful to him for giving me that opportunity. And then my business grew to the point where it didn’t even make sense to work for somebody else at all.

(14:59):

Right? Because I had streamlined what I was doing. I had my book publishing up and going at that point and that’s where I, uh, basically left that on a P on a really positive note. Um, did a RA really a lot of really good positive things with that company. And now my business really took off from there. So it was that kind of mentorship and learning. And I got a chance to meet with like all these events that we went to. You know, I met with um, uh, Tim Ferris and Russell Brunson and Damon John and like Ariane Huffington, we spent two and a half days with, at one of his events and I got to learn about how experts position themselves in the marketplace, how they use books as a tool to get clients and build membership sites and group coaching and all these different things like how experts and coaches conduct themselves and how they get leads and how they do all these different things.

(15:48):

And so as to be able to integrate all of that and teach our clients all of those best practices. So we’ve, and it’s worked out really well. I mean, we’ve had, we’ve published now I think last time I w I looked as like 115 hundred and 20 books, something like that. Yeah, that’s a good amount. Yeah. So it’s been, it’s been really exciting and many of our clients have been getting a book orders of thousands and thousands of book orders, getting speaking events consistently. So it’s been really exciting, not only for my company and my growth, which is I’m just super excited about. Uh, but for our clients, you know, people that like one, one client particular that, that, uh, that I’m really passionate about, you know, being able to help. Uh, his name is Mark [inaudible]. He was in the army for 26 years, dealt with PTSD.

(16:32):

Uh, he really was passionate about writing this book, about PTSD, about the journey journey through it. He started a nonprofit, uh, to help veterans, uh, with that and we helped him publish his book. He won an international book award. It became a bestseller, got all kinds of speaking events, all kinds of opportunities and doors have opened up to him for him. But also think about the impact of that, you know, with family members of veterans, veterans themselves. So it’s really exciting to help help people take some, a message that’s really important to them or a business that really serves people in a great way and help them reach new audience they really couldn’t reach before. That is awesome. So when it comes to your, your publishing and how you help people, um, what are the different aspects that you help with? Yeah, so, uh, we, so my company Jones media publishing, our specialty is nonfiction books for experts, right?

(17:25):

That’s the core of what we do about, that’s about 80% of the books that we publish, about 20% is, is fiction books. And we have published some children’s books. So we do kind of have that, that area in there. But our specialty is nonfiction books for experts. So with that, our PR, we have a specific program specifically for experts called authority coach blueprint. So it’s a, it’s a step by step blueprint for experts go from, I got an idea for a book, I’m passionate about wanting to write a book. I just don’t know where to start. Or maybe they started writing, but they get stuck at somewhere. Right. So that’s kind of an ideal client we work with. So what they do when they come to us through the authority coach blueprint is it’s a 12 week online virtual workshop. Someone can go from starting point a, I got a desire to write a book.

(18:10):

I know this will benefit my business. They’ve served some clients, they’ve got really good results. They just need to expand and go from there. Right? So we typically will work with somebody that’s already somewhat established and then they’re looking to take it to the next level. So we have three phases that we go through. Phase one is all about the foundation and the content of their book, so we help them get really clear on who the book is for. The purpose of the book for them is the book to get speaking engagements as a book to get clients is the book just to develop credibility. There’s these different purposes for the book where we can help them structure and outline their book properly. Once we have the foundation, we have through that 12 week program, coach them, we do writing, coaching to coach them through writing the book properly and then we’ve hired a whole team of editors so they just send it to us.

(18:53):

We get it over to our editorial team and we’ll get their entire book edited for them in a timely manner so we can get it edited in typically about 14 business days. Wow. This is really fast for editing. Yeah, so eat it all edited for them cause we have a whole, we have a whole team. That’s all they do. Right. So they’ll go through, they’ll edit it, we get it back, we get it to them and then we take care of everything. Somebody who needs to publish a book, book cover, design layout, ebook formatting, publishing it to Amazon and then we coordinate a book launch with them and then we do, we develop with them what we call our client acquisition plan for authors. It’s a step by step plan that a coach, consultant, or speaker can use to take their book and use it as a tool in their business.

(19:31):

To go out on like platforms, like what I really recommend to most of our clients is LinkedIn is you can use advanced search features, find who your ideal client is, get your book in front of them or get in front of podcasts and audiences to get in front of those other audiences to share your book. Right. And, uh, it’s, it’s a great tool to be able to do that. So those are the three phases, foundation and content publishing and packaging the book and then the launch and the release. And we walked through our clients for each of those three phases

(19:59):

basically from the beginning to then, and not even just finishing it up, but how to use the book to actually grow themselves as their business, as a tool to grow your business. Yep. Yeah. You did mention, I mean, what does this book for public speaking, new customer acquisition, thought leader. What are some of the benefits of, cause I mean it’s definitely a growing trend. More and more people are, are creating books, writing books. Um, and do you think that there’s a reason for that? Is the barrier to entry? Maybe a little bit lower now than what it used to be or it is. Yeah. So the model, the way it used to be is if you were an expert, you could write your book, you’ve got to write the entire thing, get it edited and polished as much as you possibly can. And then you go to a publisher and you submit it through their editorial submission site basically. And then somebody that goes through that, like a literary agent, something would go through

(20:48):

these documents or people that submit them physically, you know, hundreds and hundreds a week probably right there. Different publishing companies are different numbers, but they have all these documents they go through and they’ve got to review them. And basically the model is you submit it, you wait 12 to 18 months to even find out if they’re even interested, typically in a traditional publishing house. And then once they say, yeah, we’re interested in publishing this, but chapter five won’t work. We’re not willing to do that. Chapter one doesn’t make any sense. They’ll tell you to rework this all this entire thing, right? Cause it’s all the, it’s all up to them. And then after that they typically, most cases will have you sign over your, they own the rights to your book. Oh really? Oh yeah, yeah. They own the rights to your book. So you can’t reprint it or repackage it in any way.

(21:34):

And then they pay you like let’s say on the generous end, 20% net royalties. So basically what that means is if a book is sold on online, on Amazon, let’s S let’s say as an example, and easy numbers I like to use is let’s say a book to print, which is pretty common. They’ll say it’s $5 to print and it’s $50 retail. There’s a $10 net profit, right? When a book is sold on Amazon, Amazon pays the author or the publisher 60% so there’s $6 it’s paid to the publisher. Well, in our model, the author gets that, so they earn a hundred percent royalties. So they get $6 per book. In the publishing model, they pay you 10 to 20% royalty. So 10% would be 60 cents, 20% is a dollar 20 per book. Now, a lot of people think, well, if I’m out with a publisher, they’re just going to do all the work, right?

(22:22):

Well, not necessarily. When you go to a publisher, they want you to have a platform. They want you to have an audience. They say, is this book even going to sell? Right? So they want all of these different things. If you have no platform, no audience, you basically have no chance to do that, right? So what we do with our, uh, with our program is we teach authors how to build their expert platform, right? Well, what are they? All the assets that you need, how do you promote your book consistently? All those things. So in that one model, it’s a very slow process. It’s, I mean, it’s fine. It’s good for some people, but it’s a very slow process. You do have the, the kind of, they’re a little bit of the credibility with the book publisher and things like that, but it’s by no means are they going to do everything for you and promote the book for you.

(23:04):

They’ll line up, you know, opportunities for you to get interviews and things like that, but you still have to show up. And so when you do show up, which if you, if you own the rights to it and you show up, you make more. If you show up and you don’t own the rights to it, you make less. We ha, I had a podcast guest about two years ago. She had told me, she’s like, your model is, is so good. You know, she’s like, it’s so good. I wish I would have known you like two years ago. She says, you worked with a publisher, signed away the rights tour book, went to go speaking, do speaking engagements and she, she needed like 500 books, contacted the publisher, Hey, I need 500 bucks because that’s the only place you can go to get the books. And they always had charged her.

(23:43):

About $3 less than retail, her own books. So you have to, you pay slightly less retail for your own books. Right. So she’s only getting a little bit of a discount. She’s like, I need all these books. And I’m like, well you got to pay this amount. She’s like, well I’d like to get them printed somewhere else. Like sorry, you can’t because they own the rights to it. Yeah. Well she said, well now the, because the publishing model has changed where you can get books printed on demand, right through Amazon and things like that. She’s like, I’d like to print this book on demand. Can I buy the rights back? And I go, yeah, sure. It’s 250,000 jeez. For her own book. And she did it because she wants, she wanted to be able to print them at her own events cause it made sense cause she was doing that much volume and things like that.

(24:20):

Yeah. So it made sense for her, but by what a shame. Yeah. Yeah. And is it when Amazon kind of came along, the kind of started changing the publishing model or what? I, I think so. I think there’s still a divide where some people kind of prefer that because they’re, when you go the, the standard traditional publishing house model, usually you’re paying for editing, but that’s about it. They take care of everything else. But then you, so that’s the kind of like the pro of it. The con of it is then you completely lose all control of your work, of your book and everything. So if it really takes off and you get all kinds of speaking engagements, you’re pretty much out. Because if you want to bring books with you, you’ve got to pay close to retail, like a slightly less than retail just to get your own books to the event.

(25:03):

Right. Which if you’re selling 10 books, not a big deal, but like one of our recent clients, she just got an order for 3,500 books. Wow. And when you make $9 per book times 3,500 I mean you’re talking, that’s like 30 grand that an author can make. Yeah. And what if you do one of those events a week? I mean, not a week. A month. You do one a month or once a quarter, it’s like that’s, that’s pretty good business revenue that you can put back into advertising or whatever. We know, whatever. So do you see the most people are making the revenue from the book sales itself or are a majority of people using the book to then generate awareness for themselves or it’s a little bit of both. So it depends on their objectives. Some authors want to go in and they primarily want to get the book traction, right?

(25:48):

Those are the people I find that they’ve got the, the main motivation for them to write the book is it’s a message that’s really important to them. Or if something really transformational for people, like we work with a lot of life coaches and health coaches and things like that, the message is really, really important. So it’s about getting, getting the book out. So then the books sell, then it’s the attraction of the book itself. Uh, we have some others like, uh, uh, sales consultants. The book of the sale itself is not that big of a deal because we have a sales consultant that we, we show him a client acquisition plan where he can get his book, like let’s say, let’s say for fun, uh, easy numbers like, which I shared with him. Let’s say your books are $5 a piece to print, like the example that I gave you and you purchase a hundred books.

(26:33):

So $5 times a hundred $500 marketing expense. Yeah. Right. And he identifies a hundred companies. That would be a perfect client. You could give away a hundred books and get a client that’s worth 30,000 or $50,000 yeah. And that math all day, all day. That makes sense. Right. So there’s, there’s that. The other side of it is he works, he works with sales training companies. So you have employees of these companies, there’s 5,000 sales reps, 10,000 sales reps and these big companies that he works with. So he could go into a company and said, Hey, I’ll come in and do a workshop. You just pay me a nominal fee for the workshop. But you’ve got to purchase one book for everyone, your employees, and boom, you got an order for 20,000 books. Wow. Yeah. Some quick click a revenue. Yeah. And then when, so he owns the rights to it.

(27:22):

He gets a printing cost and he just gets the books for those employees. Yeah. So what are some of the opportunities that you’ve seen some of your clients get that have been pretty cool? Through them publishing their book? Mostly the, the doors that it opens. So, uh, getting podcast opportunities where they wouldn’t have them before. You know, a book is something that’s very, it’s noteworthy, right? Somebody has a brand new book they had, could send some really cool information in it. Uh, so it’s great for media interviews. We have many of our clients get media interviews that they wouldn’t have before, you know, getting featured on, um, all kinds of local and also national media outlets to go on and talk about, Hey, I’ve got this new book that has this information in it for, uh, for this audience. So things like that where it opens up doors for, you know, for PR opportunities for news and media, podcasting opportunities, and then offer speaking engagements, you know, to go to.

(28:16):

We had one of our, one of our clients, uh, published a book. We helped him promote it to a bestseller. And in his speaking proposal, I had recommended to him to wait until we get the book to a bestseller, immediately edited, put in the bestselling author on X topic, which was exactly the topic they’re talking about at this event. Submitted it, got immediately within 30 days of his book, published, paid speaking engagement books, sold any landed two $50,000 consulting engagements at that event. Wow. He was the guy on stage. He was the guy, you know, brand new bestselling book. It looked great. You represented him well. And also you need to do is have an audience of let’s say 500 people in the audience, even a small audience. Two people say, Ooh, we want to hire you for our company. You know, 50 K times two.

(29:02):

Yeah, it’s a, it’s a trust builder. It’s a credibility builder. Um, and that’s really the core of, of uh, the, the way we look at it as a, as a tool is it builds trust, credibility and authority, which as a business owner you need to have anyway. Right. So it helps to accelerate that and build trust and credibility and then help you to reach audiences that you maybe weren’t able to get in front of before. Yeah, no, it’s definitely a huge differentiator. Um, so I mean you mentioned being laser focused, uh, having a narrow, narrow vision. What, what made you want to do this for coaches? Or how did that happen? Is it something that you seek out or did it kind of happen naturally or? Yeah, so it was sort of a progression. So originally I started doing, uh, websites, uh, design work. Um, cause that was my degree was in graphic design, uh, Zubin that kind of work.

(29:55):

And I enjoyed it because I was helping business owners create a website, get a presence on online, things like that. As I started to see the leverage that it gave me, I was, when I started doing some coaching, the leverage that a book was able to give me as a coach, as a speaker. Um, I just saw that starting to see the power in that and that’s where that all that transition happened where I decided, you know, I could offer all of these different services or I could get really, really good at one particular area. And so that was about three or four years ago now. Uh, so what I did was I, uh, the ongoing clients, we had regular maintenance with different things. We just eventually just prune those off, right? Caught off all those other services and basically, like I mentioned, went deep and went all in for this one particular model and service of book publishing for experts.

(30:45):

The ones that came at like fiction books and children’s books just happened to be kind of natural things. Like we didn’t seek those out. Those are people that search for, you know, best publisher in Arizona. I just happened to find us and because we do really good work for those as well. We still like to keep a percentage of those, um, as well cause there’s some really good stuff in there as well. But our main focus is, you know, the a book publishing for experts. So it was kind of a progression. It was narrowing down, getting really good in that one particular area, seeing the leverage that, uh, and the positioning that I could give our clients, the difference that I made, uh, the, the doors that it opened with, uh, getting speaking engagements and growing their business. So, uh, that’s really why we’ve maintained that focus.

(31:27):

And, uh, so definitely been growing. What, what does one of the, I guess, biggest hurdles that you faced through the growth? I mean, after the floundering and you’ve seen a, an, an upward trajectory, what, what is a big hurdle that you’ve had to face and how did you, I guess the overcome it? Yeah, so that’s a great question. So I would say just regular bottlenecks in business, right? So I, I, I also narrow it down to those three pillars because there’s bottlenecks that happen in each of those three areas, right? So in the beginning, in the early phases, my bottleneck was not enough. People are aware of what’s what I’m offering here, right? So it’s just getting your business in front of more of the right people. Once he got that figured out, then you kind of move into pillar two, which is the conversion mechanism.

(32:09):

So let’s say you got lots of leads coming in for your website, but nobody’s turning into a customer. What’s, what’s the use of having those leads, right? That you’ve got to convert those into leads or whatever that process is for you. So, uh, so that’s the second one where it created kind of a bottleneck. And then there also is a bottleneck in service delivery. So as we began to grow, I was providing some of the services I was hire, I had hired some contractors and things like that. There was a bottleneck that definitely happened there. So one of the biggest, you know, suggestions I’d give your, your listeners, anyone in that position, is to systematically create processes for everything that you do, right? Create standard operating procedures. Because one contractor, which we’ve had happen several times is they, they’ll leave and go off and do other things or go off in some other direction or, or whatever, just disappear. So, um, being able to take a standard operating procedure or a way that you do things and give it to somebody else, it, it, uh, shortens the training process, the learning process and gets your services up and going again. Cause the, the last thing you want is lots of clients coming in but then making them upset because you’re not bringing the services. So you’ve got to keep that balance.

(33:17):

And how do you go about just, uh, identifying and getting those, a standard procedures down? Is it literally just taking like a Google doc and writing them down or, or what does that process like?

(33:26):

Favorite tool for that is Evernote. So I’ve used Evernote for a few years and basically what we do is [inaudible]. Uh, and is there a really, I don’t know, there’s any shortcut to it because it is kind of a long process. Uh, is you just have to document, I think first at big picture, right? So you have this, this procedure that happens. First thing you should do is take your service and really just write out a list of all the things that happened to deliver a service. So first you onboard the client, then this happens, then they fill out this form and then this happens, and then we give them this and then this happens. She just write up this whole list of things that happens. Once the, you know the things that happen, then it’s who’s responsible for the thing that happens, right? So then you create a procedure.

(34:12):

Then if it’s the, if it’s too long of a procedure, what I found works best is you want to break it down into a smaller chunk, right? So this phase happens first. Once that’s done, it moves to this phase. So what we’ve done is just created, you know, lists of these standard operating procedures that happens and none of them happen, you know, exactly, step-by-step, every single time. All the time, because each client has a little bit of a different situation, right? But what you do is you create a track to go on, right? Because once you, if you have a track to go on, it’s easier to try to stay on the track. If you have no track, then random has starts to happen. You know,

(34:49):

and it sounds like you’re recreating the wheel each time, which takes time, which then takes away from an efficiency.

(34:54):

If you take the time on the early side of things too, to build a track, basically as you build a track, then you have a track to stay on.

(35:01):

Yeah, no that, that’s awesome. Cause that’s a huge priority for us. I mean it’s all, it’s all up here, but like you said, it’s, it’s as you’re trying to share that with others and the other people would come in, um, and that’s, uh, trying to figure out is the best way to kind of slice and dice that up. I mean, we have a pretty cool project management tool that we use that I think once it’s all listed out and who does what and then turnaround times on each one, then it’s basically create templates and stuff in there. But I think, uh, yeah, it’s a huge goal here. Uh, this next month or two is, is everything that we do, just list it all out. Who does what? And then it’s then when someone asks how long does it take? And we are, yeah, exactly. And a couple of

(35:38):

couple of tools goes, we’re just talking about tools here cause I love like softwares and apps that are for productivity, right? So a Evernote for capturing ideas, saving things, creating SOP, standard operating procedures. Trello is what we use for project management. And if you use Trello at all

(35:54):

before, but uh, there’s this new app, um, I’ve been around for two or three years called click up. And uh, have you heard of them? Oh really? Yeah, we actually did a podcast with them a couple of weeks ago in San Diego. But, uh, yeah, it’s pretty robust. I mean, as I’ve worked at a few different agencies that we’ve used Trello base camp, um, I don’t think it means monday.com but yeah, just use quite a bit. And it seems to be pretty feature rich and,

(36:17):

yeah. Yeah. And then a Slack is amazing too. If uh, if you out there have never used Slack, it’s, it’s incredible. I kind of held off for quite a while and, and we, I use it every single day now for internal communication with our team, but also client communication. We have, uh, an online like a VIP workspace board for our clients where we share files and do, it’s just incredible.

(36:42):

And do you have everyone in one channel on Slack or do you have a channel for each of your clients channel

(36:47):

for each of the clients? Yep. So we have, uh, we have, uh, a channel for the authority coach blueprint where it’s kind of a community channel where people connect. It’s announcements for what’s going on cause we have new things that are happening all the time. Uh, and then we have each of our clients have a private channel where we can share files to preview when they submit, uh, like let’s say they’re writing a chapter, they want some feedback for one of our editorial people. Uh, they can submit it uploaded, we have it right away and everything’s in one place, in one of the worst things in the world. The surgeon through email for something. Isn’t that the worst? Right. So we totally avoid that for our clients. So it’s been, yeah.

(37:23):

Yeah. No it’s, it’s amazing how much just time is ways, it’s funny you’d mentioned apps, it’s a, we’ve had the idea for several months now, but there, there are things that have happened. Like, I mean Colton was looking for images or something and there was a tool that you could just click one button, it downloads everything and it’s like that used to take two hours going through each page. I didn’t find what you want. And it’s like, it’s amazing the time that we live in where literally there are apps that nine bucks a month that are free, all that type of stuff that can just help with productivity and, and just overall efficiency. Um, do you ever get bogged down in all the new apps that are available? Cause it seems like there’s just more and more coming out.

(38:03):

Yeah. So I use, I used to, I D I, I get caught up in that every once in a while cause I love trying new tools and seeing, Hey they can this do what I’m trying to do better. And that’s kind of what happened with Slack for awhile. Like I had all the regular standard tools that I was using and I thought I don’t, I don’t know. I don’t want to add another tool cause I was using Dropbox I use very consistently right for sharing files. And Dropbox has this feature called Dropbox paper that’s fairly new. And you’re familiar with that? You’ve heard that? Yeah. So it’s a, it’s like a, it’s like a file sharing collaboration type type tool. I was using that for a little while with some of our clients and I think, you know, it just doesn’t have the functionality right.

(38:41):

It just did, it just wasn’t there. So we tested Slack, uh, I think for about eight months now. We’ve been using Slack and it just, it, it provided everything that we needed. So I always encourage people to try, try new tools, try new things. You can’t have your hands in too many of them, but find one that streamlines what you do. Again, simplicity wins, right? What can make things simpler? And if you were to use this tool, what would make your life streamlined and your life a little bit better? Cause I’m more, more about like growing my businesses, like as big as I can possibly get. It is creating a fun and enjoyable process for our clients, right? Making it a really good experience for them. And also, um, you know, creating a lifestyle for myself like that I’m big on, you know, freedom and the lifestyle. So, uh, and I encourage our clients to do the same thing as make you make your life not um, hard and always searching through email and trying to find all this stuff everywhere. Like just simplify stuff. It just makes things better.

(39:44):

Yeah, no, I totally agree. It’s a, I mean, talking about click, that’s a, they have a tool or it’s a Chrome extension. In any email that you have, you can just click it and then add it to whatever task or project you’re working on. And so you can click on it and then there’s a link goes right back to the inbox. You don’t even have to search for it. It’s really cool.

(40:02):

And another guy, a guy that I know locally, I won’t mention his name obviously. Um, but, um, I asked him, I was like, Hey, I think I’m gonna hire you for this service thing I was talking to him about. And he’s like, Oh yeah, just email it to me. That’ll go into my to do list in his email box. And I was like,

(40:23):

really, man, man, come on man. That, yeah. Oh, and so you mentioned how you can use the book to, uh, to post on LinkedIn and stuff like that. One thing that caught my eye is how active you are and, and on LinkedIn and stuff like that. And what are your thoughts on, on LinkedIn in general?

(40:53):

10 is fantastic. So, uh, LinkedIn is becoming one of the preferred tools for business owners, for entrepreneurs. I think. Um, I think, uh, it was, uh, initially it was a great app and then it kinda got out of control and then Microsoft bought it. And then they almost ruined it. And then it got good, I think, like, I don’t know what they did, but they, they made it. So, um, my biggest issue right now with LinkedIn as the inbox, you can’t put stuff in folders. You can’t organize anything. It sucks, you know, that, that’s like my biggest thing with LinkedIn. Uh, but other than that, I figured out a work around with that and like somewhat managing it, but it sucks. But other than that, there’s a lot of really, really great tools on LinkedIn. The advanced search feature. Like if you’re an entrepreneur, you need like the paids features on LinkedIn.

(41:45):

They’re, they’re great sales navigator, sales navigator and the pro. Yeah. Yeah. So it’s the PR premium, I think it’s called. Yeah. So you can do unlimited searches, you can send InMails. Um, there’s all kinds of stuff that you can do. So, uh, that’s been a great feature to be able to do advanced searches and, and, um, connect with people. And, um, that’s, that’s been great. The content marketing on there is fantastic as well. They’ve done a lot of advancements. I think probably this year they’ll release the, you know, live video to everyone. I think it’s only limited users right now. Um, but that’s really, there’s a lot of innovations happening there. I think LinkedIn would completely change the game if they figured out pixeling, like if you could or custom audiences, right? Like if you could watch a video on LinkedIn and then capture that audience cause their ad platform is not great either. You know, so like if you could watch a video and then do a custom audience like I can on Facebook and we just totally change the game. LinkedIn, I think, you know, do you have experience in pay media? Yeah. Yeah. I love, I love it. Like I’m getting into it more and more, but it’s amazing what you can do on Facebook if you, if we had some of the same functionality on LinkedIn to be out of control.

(42:59):

Yeah. That’s probably one of the next steps there. They’ll probably be working on, cause I mean it’s, it’s one thing that’s cool is when Microsoft bought it, I mean don’t put a ton of budget on, on being, but what’s really cool is you can overlay a, um, job titles, company size and stuff like that on being search. And that’s pretty interesting. Pretty interesting stuff. What a, what is a, um, I guess, what did you see that they did that almost ruined it?

(43:27):

They’d put a lot of restrictions. That was, that’s when they limited searches. I think that was about the same period of time. Um, I think it was, I think it just could’ve gone downhill really, really quickly. Like the user base could have gone really down or people just didn’t treat it seriously, kind of what happened to Google plus, you know, people just stopped, stopped showing up and now that’s completely closed down. So I’m really glad that people are still on LinkedIn. Um, it’s just kind of disappointing how people are still treating it as like a spam machine, you know, like with the inbox because it sucks so bad. People just kind of shoot out garbage. Um, that’s, that’s a kind of a problem right now that concerns me a little bit that, uh, it will get where people will say, well, am I going to log in to Lincoln is just garbage all the time that I get my inbox, which is unfortunate.

(44:12):

Um, so hopefully something happens there, uh, because the inbox sucks so bad, you know, it’s not easy to get around. Uh, but other than that, advanced search is awesome. The content marketing function of it is awesome. Uh, their groups I think has gone down like groups used to be better, you know, where you could, you could and share content within a group and then it got sent out through an email and it got a little bit more people seeing it. That’s not so great right now, you know, that I’ve seen. So yeah, there’s a lot of really, really great tools on LinkedIn.

(44:42):

And what are you seeing that’s working compared to not working? Where I’m going with that is like, I mean, most social platforms reward video quite a bit. And one of the cool things of LinkedIn is you can see how many views and all that you’ve had on your organic stuff. We’ll post a video and I mean, it’ll get 50, 60 views, but then we’ll, we’ll, uh, I’ll post a, an image and it’ll get 1100, 1200. And it’s like, you would think that it would be the other way around. Are there, are there any insights that you have on, on what you’re posting?

(45:09):

Good. I’m still figuring that out too. Yeah, it’s, it’s kinda goofy. You put a video and you’ll think, Oh, this, this will really take off or whatever and it doesn’t, and then one year just like, Oh, I’ll just put that up there and it, and it takes off. So yeah, I’m still working through that. Uh, myself. I think the, the really, the key is just consistency. You know, you get it out there, you try it, you try some different angles, you try some different things, but also keep things really simple. Right, right. So I, I encourage a lot of people just to, you don’t want to just throw out a bunch of random content. You want to give people context, right? So like with you guys, your video video production, right? And video marketing and stuff like that. You could probably have like a couple of areas that you talk about consistently just related to that one bucket.

(45:49):

Yeah. But you could, I mean you can do fricking last questions. Things people ask all these different topics you could talk about, but they always always fall into this one single thing. I think the danger of content marketing for a lot of people is you really can’t be everywhere to everybody all the time. And then just sharing content. Oh I’ve got an idea for a post about this. And it’s just kind of this a fleeting thought. Can we really dangerous because uh, you can reach burnout really, really quickly. Yeah. You know, cause like you can be on the ball like this way. It used to be as like on the ball posting content about all this kind of random stuff just like comes up. But then when you go on vacation or something like that and you come back and it’s like, what the heck am I going to post about?

(46:31):

You know? So if you have these like pillar pieces of content that you, that you post about consistently, and that’s what I use Trello for now as well as an idea board. You have all your ideas. So then when when you, when you leave work, you’re not thinking about work, you’re with your family, right? Then when you come back to work, you don’t have to stress out and think, Oh, now I have to get back into momentum. I just hop into my Trelleborg and look and see, Oh, there’s all these ideas I’ve already kind of planned out. So that’s a part of the, you know, proactive strategy.

(47:01):

Yeah. Do you use like a content calendar at all? Like you have these four pillars and then either on a calendar or a Trello board. Pretty much a Trello board. So I’ll just plant them in the Trello board. I put certain days at all that I’ll share things out as you kind of head into the future. It’s a whole new decade. What, what, what are your plans? How are you looking to continue to grow? Are you looking to kinda, um, just kinda keep it where it is?

(47:25):

We’re growing big time, so we’ve got big plans for this year. I think it’s pretty much just enhancing everything that we have. So we’ve got some tools in place of getting our authors, each time we release a book, we’ve found some new tools to help them reach more audiences, getting featured on bigger media outlets. So I think it’s just taking everything that we’ve had, enhancing it to help our clients get bigger and bigger and better results. Because in my mind, that’s the best way we can grow as a company is by making it like an irresistible offer for new experts. Right? They come to us, they go, Oh, look at all these client results that you had. All these people are happy with you. Making it more and more of a compelling offer, I think is the best thing to do.

(48:06):

Are you using analytics at all to kind of each book you publish somehow aggregating how many speaking events? How many sales, all that type of stuff.

(48:14):

I know, I don’t, I haven’t found anything to track at that level now. So if you have anything you’ve come across, let me let me know. It might be more of a manual. It would have to be, I guess. Yeah. So, um, yeah, we haven’t found anything I in the back end with, with tracking anything like that.

(48:27):

Damn. Cause I, that right there I think would be a huge opportunity. It’s just showcasing, I mean, I mean even with just like Facebook carousel ads, having an author or the book and then just, Hey, check out what we’ve done and just highlighting some of the opportunities that by going with you guys, it’s kinda created. Um, like I said earlier before we were recording, just the analytics is, is it helps tell a story, how it gives context and helps show the value. Um, yeah.

(48:52):

Oh, want love to figure that out more. So that’s, that’s one of the things that we’re working on as well. So, yeah.

(48:57):

Cool. Well as we kinda kinda wrap up, I think, uh, there’s lots of opportunity in, in a what creating a book could bring people. I guess if someone’s on the fence contemplating whether they should or shouldn’t, I guess what are some tips that you have to kind of nudge them over towards doing it?

(49:16):

So I don’t know that offering a book is for everybody, right? So I’d say if you’re in a position where you’ve had a, a desire or a want to write a book for some, some people just have that right, that they, they’ve always kind of wanted to write it, write a book for some reason. That’s the first piece, right? So that you want, you want to have a book or you see the benefits of having a book. The second thing is a really good position to be in is somebody that’s somewhat established in your business. If you’re gonna use a book as a, as an expert, we’ve had several people that have come to us and say, Hey, just left my corporate job. I’ve got a little bit in savings. I think writing a book would be perfect to get my career off the ground.

(49:52):

How many clients you’ve worked with? Well, none, but I’ve got this great idea of these people that I’m going to service and these things I’m going to do. I said, that’s great. Go do that first. You know, that’s what I recommend to them. I say, Hey, my book is not for you yet. It probably, it might be in six months, you know, but right now, get your stability, get your foundation service. Some clients, feel that out first, right? Uh, get some results for them. And then once you have that, you take maybe a couple of client stories, your method and your process of what you do things. And you can clone that into a book. Because if you don’t have that, you’re just kind of putting theory into the book, which is okay. I mean, some people do that too, but why not have your method that you’ve kind of developed that, Oh, this process will work for someone, put your method into a book, then you publish it, it goes out and it’s like your method canned and cloned and you’re the one that has that unique process.

(50:47):

Right. No, I love that. Well, I do appreciate, uh, your time in the service and I do appreciate your time today and uh, yeah, just some of your knowledge. Um, and where can people find you and your company, you know, the website, social media handles. Yeah, I appreciate that. So it’s really simple. My primary main blog and my podcast is ask Jeremy jones.com you can find a lot of resources there if you’re interested in, um, one of the new tools we have right now is a book outline template. So if you’re trying to figure out how do I structure an out my line, my book, we have a free template. It’s on Jones media publishing.com. That’s my primary publishing website. So you can go there and get that a free template as a resource. And then most of my social media handles are ask Jeremy Jones. So you can go to LinkedIn and connect with me, linkedin.com/in/ [inaudible] asked her if you jones.com uh, and also I’m very active on LinkedIn, Instagram as well, so you can shoot me a DMF. You have any questions about writing a book, publishing a book, promoting a book, anything like that, and be glad to help you as well. And that’s instagram.com/ask Jeremy Jones. What about Twitter? It looks like you have a pretty strong following their Twitter. Ask Jeremy Jones. Yep. Cool. Yeah. Awesome. Jeremy, I do appreciate your time. Thank you very much. Thank you. I appreciate it.

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