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The Smart Passive Income Podcast

AP 0954: How Do I Keep My Book Launch from Overshadowing My Courses?

AP 0954: How Do I Keep My Book Launch from Overshadowing My Courses?

By Pat Flynn on

AskPat 954 Episode Transcript

Pat Flynn: Hey, what’s up everybody? Pat Flynn here, and welcome to Episode 954 of AskPat. Thank you so much for joining me today. As always, I’m here to help you by answering your online business questions, five days a week.

We have a great question coming in today from Mo, but before we get to his question I just want to thank today’s sponsor really quick, which is FreshBooks, one of my favorite companies because they serve over a million business owners, including myself, with helping us manage our business finances, from keeping track of our income, to our expenses, to making it easy come tax season to get all the profit and loss and balance sheets all figured out really quickly. But in addition to that, they also help with invoicing. So if you do any billing of any kind it’s just a great way for you to more easily get paid, for you to track who owes you money, how much money you’re owed total, who has even opened those invoices, all those great things. So if you want to check out FreshBooks for free for thirty days, all you have to do is go to FreshBooks.com/askpat, and just make sure you enter “Ask Pat” in the “How did you hear about us?” section. It’s all you gotta do.

All right, thanks so much, and here’s today’s question from Mo.

Mo Omar: Hi Pat, I am Mo Omar, the founder of Osiris CPA, a CPA firm here in Tucson, Arizona, and the founder of the Intentional Beings & The Seven Simple Steps podcast, which is totally different than what I do in my CPA business. It is a spiritual, non-religious podcast that is focusing on two main subjects: co-creation and self-realization. Now, I’ve been writing a book for about eleven years, and the first draft was about eleven years ago, and I believe that the book is ready to be released, either this month, August 2017, about the end of the month, or the next month.

I cannot wait to relaunch my podcast again, which I had to stop so I can free up some time to write the book. So now, I cannot wait to share everything about this book with my audience. I’ll be sharing all the principles, ideas, methods, and I will be holding nothing back. I will be sharing everything, I will be answering people’s questions, and there’s no doubt this is what I’m gonna be doing, because this is my passion, and I would not be able to stop myself from doing that; this is what I love to do. However, I do not want to hurt my courses, which will be launching also, about the same time, as a companion to the book on my website. So how can I do that? I know you are in the all-so-similar situation, because you also have a book and you have courses similar to the book topic, and I want to know, how do you do this? Thank you.

Pat Flynn: Hey Mo, thank you so much for the question, I appreciate you. Now, if you already have courses out there, then I wouldn’t do anything to them right now, in terms of, like, removing them so that you can republish them later. That is, unless you constantly open and close the carts anyway, in which case there might be a great way for you to kind of time everything together so that you kind of focus completely on the book, and all your marketing efforts, all your outreach, all your energy, all this communication you’re gonna have with your audience, like you said, is gonna be happening all in and around that book.

And then, what I would do is utilize that book to help you build a relationship, you know, build an email list hopefully, and then drive people into your courses from there. Now, whether your course is open or closed, you can still do that obviously, but if you open and close them, or . . . Sorry, whether your courses stay open, eternally, or they either open and close, and they go through a sort of seasons and cycles—either way you can do the same thing, that’s what I was trying to get at. Now the thing is, if open and close you can kind of keep it closed until a little bit after your book comes out; you can build a wait list. That’s kind of the strategy that I’ve been using to get people excited about something that’s coming next, is putting them on a wait list, and that allows it to have it be something that people sign up for that they know is coming, right? So you’re not hiding anything, and you’re kind of building buzz, you’re teasing things along the way, seeding that idea of getting into the course, offering a lot of value along the way too, building a relationship, and then the point of open becomes this big deal. Now, like I said, if you have your courses open all the time anyway then don’t worry about it.

Now, you also mentioned this sort of companion course, and if this is something you haven’t even released yet, this could be a very smart thing to offer at the same time. So, something I did with my book Will It Fly? is I offered a companion course for people, to help them through the content of Will It Fly? and it was completely free, and it was done so that I could A) help people through that; there’s a lot of things and exercises, for example, in Will It Fly? that are just better explained through video, and so I did that there. But also, at the same time it allows me to collect email addresses. And what’s really cool is that even though people got all the information they needed in Will It Fly? and even though I gave them a next level, in terms of consuming that content along with that book, which was the companion course to go along with Will It Fly? which is free, people still wanted to go deeper, and people knew that I was the solution for their problem of finding an idea and making sure it’s one worth moving forward with at the beginning of their business journey. How did they know? Because they read the book on it, right? But they wanted more information from me, they wanted to have some access to me, to be able to get their questions answered. And they just wanted to be a part of the community as well, with other people who were doing the same thing, so they felt like they’re not alone. And so, it worked out really well. My course, Smart From Scratch, was released later, actually almost a year later, after the book came out, and it kind of flowed in very well, so it was kind of a book, to free course, free course and book to paid course, and that’s the way you can go about it.

Where it would hurt is if you were to promote, heavily, both at the same time. So let’s say, for example, the book came out, but then you were running Facebook ads to a course. You know, you could still do that, but wouldn’t you want all your marketing efforts, and just your focus, to be on the big thing, which is your book? And if you know your book can help you drive more leads and sales, and build bigger relationships with your audience at this sort of lower tier level, so that you can get them primed and ready to kind of transact with you at a higher level, well then I would focus all your efforts on the book. You have courses already, don’t pull them out, just keep them there, and just have them be something that people can find organically for now, and then later on you can utilize that list that you’re building from that book, then promote people into those paid courses that you already have, which sound like they’re related anyway.

So hopefully that helps. Mo, thank you so much for the question, I appreciate you. Best of luck to you with your book launch and all your courses and such, and I want to send you an AskPat teeshirt for having your question featured here on the show. And for those of you listening, if you have a question that you’d like potentially featured here on the show as well, just head on over to AskPat.com and you can ask right there on that page.

Thanks so much, I appreciate you all for all of your time and attention, and if you have a moment today, just head on over to iTunes and just leave a quick review for AskPat—that would be super helpful. And I don’t ask for that very often, and it’s kinda obvious, because there aren’t very many reviews compared to my other show, but if you just had a moment, that would be super cool, I’d be very thankful for that. And, you know, a lot of people are like, “Hey Pat, what can I do to help you?” I mean, really that’s all I need. I need to know how you feel about the show, and leave an honest review so I can improve, and to help others realize that the show is or is not for them too, when they see those reviews too.

So thanks so much, I appreciate you from the bottom of my heart, and I’m just looking forward to coming up to Episode 1,000 here, and we’re getting close guys, appreciate it. And here’s a quote to finish off the day, by Samuel Johnson: “Self-confidence is the first requisite to great undertakings.” I’m confident in you guys, hopefully you guys are confident in yourself too. Cheers, take care, and I’ll see you next week on the next episode of AskPat. Bye.

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