Doug speaks with Michael Drew, a marketing expert who has helped publish thousands of books and put 132 titles on bestseller lists. Drew talks about the true purpose of publishing books, explaining why becoming a bestseller should be a strategy, not a goal. He also reveals the secrets of effective goal setting, customer relationship building, and the fascinating "12 steps of intimacy" framework that transforms how businesses connect with clients.

KEY TAKEAWAYS

• Define your goal clearly and establish a measurable metric for success. Many people focus on tactics (like writing a book) without connecting them to meaningful outcomes.
• Bestseller status is not a goal but a strategy, Michael has helped 132 books reach bestseller lists, but only 7 authors made more money from book sales than marketing costs.
• For books over 60,000 words, every additional 5,000 words results in losing 10% of potential readers. People buy shorter books they believe they can finish.
• Only 17% of American households buy at least one book per year, making book marketing strategy particularly important for reaching target audiences.
• There's a crucial difference between selling (convincing someone to take an action they hadn't planned) and conversion (helping someone take an action they already want to take).
• Your sole purpose should drive your goals.
• Build customer journeys that reflect what you would naturally do in intimate settings. Customers can sense when you're pursuing transactions versus relationships.

BEST MOMENTS

"Bestseller is not a goal. A bestseller is a strategy, and the tactics that float into that are what support that strategy. The strategy then has to tie back into the outcome, into the goal, into the measurement of success."

"The talents and skills and abilities that I've been given have not been given to me for me. They've been given to me for my service for you and everyone else."

"If the book is longer than 60,000 words, like once you hit 60,000 words, every 5,000 words, you'll lose 10% readership."

"The winners and losers in life are determined when the teams are picked. There are two teams that are essential for your success. The first are the team of people who select you to be on their team. The second are those you select to be on your team."

 

ABOUT THE GUEST

https://www.linkedin.com/in/michaelrdrew/

https://x.com/PromoteABook

https://www.facebook.com/michaelrdrew

VALUABLE RESOURCES

Website: http://dougbennett.co.uk/

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Download Your "Ten-Step Guide To Financial Freedom" Here:

https://bit.ly/Struggle-Success

BOOKS:

Goals Do Come True is now live and available to buy on Amazon: https://amzn.to/3phcy6Z

Think Simple, Win Big is now live and available to buy on Amazon: https://www.amazon.co.uk/Think-Simple-Win-Big-Business/

Enjoy, and come back for the latest podcast each Wednesday. Thank you for listening.