Captain’s log, stardate 20220328
This week on TBOA, Rochelle and I welcome 8-time author Mike Michalowicz to talk not only about his latest book, but to open the curtain on building a book-centric authority business.
LISTEN NOW »
How books have been a pivotal source of his authority (and a substantial slice of his overall revenue).
The role of his communities in concepting and testing book ideas—and why members who aren’t super fans are especially valuable.
Why incremental and real-life experiments are so critical to testing new ideas.
The value of going for small wins—even when complexity is the “better” solution.
Why being better is not enough.
“The stuff I put in my books is the same stuff I share on stage or on a podcast. But they’re devalued when we hear the voice, it’s eh, but once it’s in a book, it becomes biblical for some reason.”—MM
“Why I’ve written so many (books) is I am working on any number at any given time, usually three to four in the works.”—MM
“The book is the starting point for lead flow, but it’s the end point of the knowledge. It’s the best of what I have accumulated.”—MM
“I use my subscribers and say, “Hey, we’re going to concept—who’s willing to try this out?” But I will, to some degree, intentionally exclude people who’ve tried stuff out in the past, trying to always approach new people and learn from them.”—MM
“What a lot of people do in their writings is they make it so it’s not palatable and you lose the reader before you even get a chance to serve them.”—MM
“All my books are based upon this concept of quick, easy deployment.”—MM
“Being better is not enough. But many of us rely on that, we say we are better. Why don’t we gain more business? We have to be noticeable.”—MM
“The only experience people have with us before doing business with us is our marketing. And if our marketing is inconsistent with the actual brand experience, there’s a mistrust that’s going to happen.”—MM
If you enjoyed this episode, please consider sharing it with a few friends who might find it useful. Thanks!
Has TBOA helped you in your journey to authority? If so, please rate and review the show in iTunes. Doing so helps folks like you find the show, and it helps us book more big name guests like Seth Godin, Jill Konrath, Joe Pine, and more.
P.S. Have you ever thought about starting your very own podcast but gave up on the idea?
I’ve got good news for you!
If you can run a Zoom call, you can host a podcast.
In my 5-Day Podcast Challenge, you will learn exactly what to do (and NOT do) to get your podcast off the ground in as little as five days.
Add your name to be notified when registration opens for the next session of 5DPC.
GET NOTIFIED »
I hope to see (and hear) you there!