ExpertsAcademy-3-AuthorsTranscript.pdf

AUTHORS

Brendon:

In Life’s Golden Ticket—by the way, I had no idea

how that book ended. That little hook at the end, I

had no idea that was coming at all. A matter of fact,

I remember writing the book and I was—two things

happen that are really cool when writing a book.

So what I want to do is jump in with you into the

writing piece, okay? So you go back to your

presentation guides and we’re going to jump into the

writing piece. I’m going to give you some general

conceptual things you need to know about writing

that I think will really benefit you, and then I’ll show

you examples of how to get a book deal.

One was I hit Chapter 16 and I had no idea—there

are 22 chapters—I hit Chapter 16 and I didn’t know

where the book was going. And I had all these open

plots and all these different characters, and I was

like, I have no idea.

I’ll show you examples of how to promote a book

effectively and I’ll show you examples of how to get

affiliates to promote your stuff effectively. Cool.

Half of the thing was like watching a movie and just

typing along. And I hit 16 and I was like, I don’t

know where this is going, and I froze. I said I don’t

know what to do here.”

So if you jump back up the presentation, we’re on

the thing that says very simply become—remember,

we’re doing this thing where we’re going to walk

through each of these stages writing, speaking

online and coaching. That’s the rest of this weekend

very specifically.

I went on a long walk thinking, strategizing, placing

things and outlining things online. I went on a long

walk and I called Denise, who—we weren’t married

at the time but I called Denise. I said, “Honey, I

don’t know what to do here. I’m kind of stuck.”

Right now, we’re on becoming millionaire writing.

So what page are we on? 137. 140. It looks like

that. That ugly face there, writing, do you see it? So

we’re going to go from there and I’m going to

conceptually teach you a few things about writing I

think we’ll serve and it comes from a position of

knowing—this is something I’m really good at and

passionate about.

Thank God, she’d never been to a writing seminar

because you know what they would have said,

“Well, you have writer’s block.” When you have

writer’s block, what do you do? You take time off,

right.

So there is that—well, she would’ve said, “Well, take

some time off.” She’s like, “Wow! You’re on 16? It

sounds like it’s been going good so far. Just keep

writing.” Okay! I kept writing. Five days later, I’m

on the last chapter. I’ve no idea where this thing is

going.

There are times I think I enjoy writing more than

speaking, and I really enjoy this. Can you tell? Like,

this is fun for me, but I love writing. I mean, things

happen when you’re writing that you never anticipate

in your life. Where did that come from?

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Last chapter and they’ve exited the park, if you

remember the book. They’ve exited the park and I

still don’t know what’s happening. They’re exiting

the park I don’t know where they’re going at all.

things I’m going to teach you about; they’re really

cool.

One, you’ll see the student leadership guide where

we’re moving 50,000 copies a year without doing

anything, like very rarely we’ll actually get an order

through our own website because our fulfillment

houses provide all the work.

I’m just watching the movie, and there’s the van, and

it wasn’t until about four paragraphs before as I’m

writing that I saw—I wouldn’t ruin the book for those

who haven’t read it—but I saw the other figure, and I

was like, no way! Holy—boom! I’m done!

Once in a while, days like I got an order for 20 books

from so and so.” It’s like, cool, but why did they go

through you? Why aren’t they going through this

other thing? That just moves; it happens.

I stand up, I had to walk around the desk and I’m

thinking, “Can that happen? What did I do with that

character? Is that person alive? What happened?”

I had to read the whole book again to see if it can

actually happen. I had no idea.

I built an instructor guide for that book that went so

far beyond what I ever imagined. That instructor

guide is $1500.00. We sell around 80 a year without

doing barely anything. I’m going to teach you how to

create one and how to market one for your books.

How many non-fiction writers in the room?

That is the joy that comes with writing. So as I’m

going to teach you writing and making money at

writing, I’m going to come from a place of I love

writing. I love books. I read a book a week. I’ll

never miss it my entire life. It’s my personal joy; it’s

like a hobby. I love it I’m ferocious.

If you haven’t written a book, that’s okay, too. How

many people know you’re going to write a book that

is probably going to be like a ‘how to’ non-fiction

type book? Most of you. How many people are

fiction writers just out of curiosity? Very few.

So I’m going to come from a place where I teach you

about books of writing good books and doing well as

a writer, not just in terms of the promotions but I

want you to be a good writer.

Then, on the bottom left, you see what was the first

eBook that I ever did for a corporation and then it

grew beyond that. You know, I think now we’re well

over 200,000 downloads of this Leader’s Guide to

Innovation, which is an eBook and we got paid every

time that was downloaded. Foreign event sales

have been a huge blessing.

I’m going to teach you some tools and techniques

for that, too, because at the end of the day, I can tell

anybody how to sell tons of books with one initial

promotion. But at some point, all books get their

own legs and they grow beyond whatever you

promote them to be based on how good the books

is. So we want to make sure you write good books.

This is something—I’m going to show you a diversity

of things that you can do here from instructor guides

to eBooks to books that will hopefully serve you as a

writer in any way that you want do.

I’ve been blessed to write books that many people

think are good, though my mother has never read

them. A lot of people think they’re really good; my

mom has actually never read any of my books.

She’s not a reader. She’s from another country—a

mother from another country.

Let me share with you some tips for writers that I

think are really important, very important tips. If

you’re going to become a great salesperson, that’s

cool. I’d rather have you be a great writer and your

books just grow legs beyond you.

I thought that sounds funny. Don’t worry, she’ll

never see the DVDs; she doesn’t watch any of my

stuff! It’s awesome! She keeps me real. But other

than my mother, other people seem to like my stuff.

The first tip I have for everybody here is at least read

a Pulitzer Prize-winning book every year. Read a

Pulitzer Prize-winning book every single year. You

can pick your category. There are different

categories of Pulitzer Prizes, but you should read a

I’ve been blessed to have two books and have done

really well, but other books some people don’t even

know about in this writing space. There are a few

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prize-winning book each year, every year, and I’ve

done this since I was 19 years old.

voice. Sometimes your voice in a certain part of the

chapter should be authoritative.

Why? Remember, the number one most valuable

thing you have as a speaker or an expert beyond

your voice is perspective. How do you know if

you’re writing well or writing poorly? Most people

don’t know. I don’t know.

Some other times, it should be very open. There’s a

different way to write like that and you’ll never learn

that until you start reading lots of great books, and

I’ll just say everyone should read a Pulitzer every

year. Will you do that? Good!

I intuitively know now because I read the books that

they say are the best books of the entire year.

That’s what a Pulitzer Prize is, right? That book

won; that’s the book. That’s the Pulitzer Prize.

Every year, they pick one.

Second, block out writing time in big chunks. I’m

sure there’s more than one person in this room who

fool themselves into thinking, “I will write a book by

taking 15 minutes every morning to write the book.”

Anybody who tried this yet? I did! It doesn’t work.

Every author I know—and I’m busting a lot of them,

and most of them are New York Times best sellers

now—none of them do that.

I go okay I’m going to read that one. If the smartest

people on the planet are saying, “This is the best

book in fiction and non-fiction,” I’m going to read

those books because the more of those I read, the

more I learn to naturally write like that. That

becomes your voice.

They make it a real career or real block of time.

Either it’s their full-time career or it’s a real block of

time where they go and disappear. Like Life’s

Golden Ticket for me, I had to disappear. I went

back home and it took two months of leave from my

job and I wrote, and it was asking way too much.

The more you hear something—the same reason

you got a coach with Roger over the course of the

year. It’s because it’s very easy. It’s very easy to

revert back to your natural voice.

I almost got fired for it, but I took it and I just took the

time off because what you’ll discover is the more

you write, the more you get in the flow and how easy

that is to be interrupted; most of you already know.

So you got to take a big chunk of time and really sit

down.

That’s why Roger and I have a continuing

relationship. He can fix me like he fixed me this

morning, but I’ve already naturally fallen back into

my thing. I can hear it now. When you have an

enduring relationship with a different voice, you start

to adapt it.

Since January is coming around for most of us, sit

down if not before and go, “When next year will I

write my book?” And I think everybody in the room

by the way should write a book. This is my personal

perspective.

If you’ve ever hung out with somebody who has an

accent and you hung out with him several days, you

find yourself saying weird things and sounding

weird. Same thing happens in a good way with

Pulitzer Prize-winning books.

Why? One, because if you’ve been giving your

universal message, your job is to get it out to the

universe, you cannot do that unless you put it in a

form that goes beyond you, which should be

something like writing.

You start learning different voices to incorporate into

your writing because most of you are writing from

only the voice that, you know which is a positive but

also a negative.

If you learn to use voice just as strategically as he’s

teaching you with your instrument, you should also

do it with the other instrument, the writing

instrument. The more voices you know—just like he

said he has a voice for this, a voice for that. You

also, in your writing, sometimes you have a different

Another reason you should all do it is because

you’re going to have future generations who are

going to be like, “What was that person like?” And

this leaves it behind for your kids, your grandkids or

somebody else. It leaves your voice behind that

they can return to.

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Also, obviously in terms of business, it kicks ass. A

book is—by the way, a lot of people have this

phrase; it drives me nuts. A lot of people, when they

say, “A book is a good business card or marketing

tool,” those people, I like to karate kick them in the

face because if you ever meet somebody who says,

“A book is a great business card,” then you know

what?

business card. It is the business. It becomes the

rally for the business.

So for me, I say look, take the time to focus on your

business, which means you got to take the time to

write the book. This is something that’s going to be

around for a very long time. People would teach

you, “You can write a book in 24 hours.” “You can

write a book in 72 hours.”

They’ve lost a little bit of their soul somewhere

because a book transcends that. A book is magic.

Look at what Harry Potter does for all of those kids.

Look at what the Power of Now has done for so

many people. Look at what Stephen Covey’s book

has done, even in the business sector. It transcends

that a book is—it’s magic.

“Flip out a book in three days.” All these things, I

know lots of these people and it’s valid. Yes, you

can! Anybody could write a book in 24 hours. We

just interview you we talk and talk and talk and talk.

We send it to a ghost editor. They edit it, they’d put

it together they chunk it nicely and they outline it

nicely. They transcribe it, they put it all together,

boom! We got a book. It’s possible, but it’s not that

sustainable and it’s not probably the thing that’s

going to get you the legs to have an enduring book

that sells.

It makes people think bigger than themselves. It

makes people see new visions for the world. A book

is magic. And when it becomes a marketing tool or

a business card, then they forgot the value of what a

book is. I love books; that’s why I started my own

press.

It’s very easy to create a “chintzy” little book. It’s

easy! We can interview each other. We can

transcribe it. We can put it out there. That’s cool.

But for me, I think a lot of people in the room are

creators. Say I’m a creator!

I own my own publishing company. I did that

because I love books. I love to see them start and

finish and do well. It’s a joy.

And what is happening is people say, “It’s just a

business card.” Well, you know what, how much

money do you make with a business card? For

some people, not a lot so the people who say it’s a

good business card, they’re in it for the business

reasons.

What happens when you go to these marketing

seminars and they say, “Create this chintzy little

book,” they became the business person and they

lost the artist. I want you to take the time to create.

I want you to take the time to tap into that, even if

just for your own good soul.

They’re like, “It’s a good business card.” And I say,

“That’s interesting. Man that must suck. Why do

you spend all that time to make no money?”

because you probably make no money with a

business card.

Tapping into that thing in which you are writing is

magic. The more you get to dip into that, the more

your life feels magical again. So I’m not one of

those ‘create a book in 24-hour’ guys, though it can

be done and I believe it can be done.

A book is a business. A book is a piece of a very

large business. A book is often what ends up

being—remember what I talked about this morning,

that center thing in which you build a full suite of

solutions around? The book is often that. People

love your books, so now they want to hear a speech.

Most of the reason that people are doing that is

because they’re saying, “Do it real quick to get rich

quick.” Why are you in such a hurry to get rich

quick? Why not build something that’s sustainable,

that you know is going to be there ten years from

now? You’re taking an amount of time anyway. Do

something with quality.

Now, they want to go to your seminar. Now, they

want to buy your DVD. Now, they want to buy the

product. The book often becomes that central piece

of your solution suite. So a book is way more than a

Does everyone agree?

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Audience:

Yes.

You could see—now when Roger gets up here, he’s

an artist, isn’t he? You would tell he’s creating.

He’s having fun. It’s artistry. You don’t want to pull

that away from anybody. You want to enhance it;

you don’t want to pull it away.

Brendon:

I’m telling you take the time to write your books. It

will be a great journey for you and it will also tap

back in that magic that makes your business run

anyway, which his the creator in you. It’s such a

beautiful thing when you tap in the creator in your.

When someone says, “Do this to get rich quick,”

they’re missing the soul of who they are. Okay, long

enough speech. Don’t overcomplicate though

because some of the creators go the other route and

they take nine years to write a book.

Anyone who’ve been on this path? I mean, Life’s

Golden Ticket, it took almost nine years to write the

book and then I found that this is ridiculous. I’m

going to go away and I’m going to target this amount

of time, and I’m going to write the book.

Third, I kind of mentioned already. Don’t be a cheap

writer. Don’t be a cheap writer, meaning invest your

time in writing a good book. Invest your time even if

you get it transcribed. Even if you do all the magical

tricks to make a book happen quickly, go back and

spend lots of time editing it and massaging it and

playing with it.

These words are forever. Do you want your

grandkids to pick up a cheap little piece of crap you

threw together? I don’t!

Don’t overcomplicate it. Don’t think that every word

has to be perfect every sentence has to be perfect.

Be an artist; and artist flows. Things will come out of

you in the natural way, the natural voice. Trust in

that, make sure it’s organized, make sure it makes

sense, and we’ll talk about how to do that, but don’t

overcomplicate.

I don’t want my audience, I don’t want my clients to

pick up a cheap—I’ve met people who they brag

about, “I sold 13,000 books to this organization and

it was great.” My second question is, “Did you ever

sell one more book after that to them?” If the book

was bad, they did not.

Next, here are four elements of really great writing,

four elements of really great writing. The first

element of great writing is story. Every piece of

great writing is driven by a story. Non-fiction writers,

don’t forget story in your books, and let me show

you how powerful this is.

A lot of people, they fool you. You’ve seen this,

maybe you bought this on Amazon before.

You go there, order the book and it looks like a real

book. Then it shows up and it’s like a 12-page or a

34-page little booklet and you’re like, why don’t they

just call it a booklet? Why not? I’ll buy a booklet if

the information is important enough. I mean, if it’s a

book, spend the time to create it.

So many non-fiction writers completely screw up a

story that when a book comes out and it does have

a story in business, it transcends every other book

every single time. The Tipping Point is a non-fiction

book driven by story, isn’t it? Most of you are right,

no. It’s interesting he’s telling case studies that

prove a point.

I know I can go on all day; are you all with me?

Audience:

Yes.

Those case studies are really little mini stories in

each chapter. So even if you’re writing non-fiction,

you should have examples and case studies that are

story-driven, that are compelling, almost like you’re

writing fiction, and that’s what he did. He organized

it that way.

Brendon:

I think this is the artist in us that gets dampened

down by these marketing seminars that say, “Make

money, get rich quick.” Something is being stripped

from us, and I think we got to pull that artistry back in

because you know who really succeeds. It’s the real

artists.

Same way my friend, Po Bronson, wrote a book

called What Should I do with my Life ? That’s a non-

fiction book but it’s driven by story. Then, he tells

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