Joining me today is Michael Hyatt. He is the former chairman and CEO of a publishing company, now he is the founder and CEO of Michael Hyatt Company. An Inc. 5,000 company for several years, he has written and published dozens of books. Today, we are going to chat about how he is self-publishing books, how he has sold hundreds and thousands of planners and journals, and his new book The Vision Driven Leader and talk about the behind the scenes of his book launch.
Michael believes that “books are the tip of the sphere.” He uses books to network and go where he wouldn’t be able to be. Additionally, he says that books are “working while I’m sleeping.”
On advertising, Michael says, “We never use Facebook Ads to sell directly, except for self-published books.” These books are used as a lead generation when offering free value-added content. “We want them to opt-in, buy the book, and buy additional products.” While the number one way Michael gets traffic is through speaking engagements, he receives valuable traffic through his book lead-generation process.
Other forms of lead generation, especially during COVID, are evergreen webinars or live webinars, and assessments. From the assessment, the potential client fills out a planner. At this point, they can be vetted as a possible client for business coaching. Clients who buy a bundle of books are a flag that this client has a team and is a company Michael wants to market his higher-level sales.
Listen in to find out how Michael sells his books directly from his website, how he moves potential clients from his lead funnel to his business and the channels he uses to sell over a half a million planners in a year. Learn why his planners are spreading like wildfire in major corporations, why there is nothing more important for your business than having a clear vision of your company, and why lacking in a vision script will put leaders on shaky ground.
Show Notes
[02:30] Why books are the meat and potatoes of the Michael Hyatt Company. [03:11] How Michael decides which books to self-publish and which books to publish traditionally. [04:27] He answers the question “What is a tradebook?”. [07:00] Questions asked when they take their book order. [08:13] How Michael ties in assessments as a lead generation tool. [09:57] The downside of traditional publishing. [11:30] The challenges of getting readers to see and read ebooks and his clear Customer Journey Diagram. [15:45] Top acquisition channels for Michael to sell his planners. [20:16] Consider the possibility of setting up a subscription for a paper book. [23:24] Michael’s game plan for marketing his new book based on previous experiences. [25:09] Three things a clear Vision Script will give you in your business. [26:47] Differences between vision and mission and the four parts of the core ideology of a business. [29:08] How Michael drives book sales to his bestseller list. [34:39] Free offerings Michael gives with his book sale. [37:35] Why Michael’s book is more relevant now than ever and how he pivoted his messaging. [40:16] Michael’s advice to the Michael Hyatt’s of today.Links and Resources
Self-publishingschool.com Spsfreetraining.com Circle of Profit Michael Hyatt Episode 001 of Self Publishing School The Vision Driven Leader by Michael Hyatt Vision Driven Leader Assessment Vision Grader
SPS 126: How To Turn Your Nonfiction Book Into A Children’s Book (Advanced Publishing & Fulfillment Strategies) with Ellaine Ursuy
SPS 125: Live Your Message: Writing A Book That Readers Actually Implement & Turning Your Book Into An Online Course with Marisa Murgatroyd
SPS 124: How To Sell More Fiction Books & Build A Full-Time Fiction Career with Ramy Vance
SPS 123: The War of Art & Turning Pro As A Writer with Steven Pressfield (Fiction, Nonfiction, and Screenplays)
SPS 122: The Bezos Letters: Writing A Great Research Based Book That Sells Well (And Selling International Rights) with Steve Anderson
SPS 121 - Passion To Purpose- Adding A Nonprofit Arm To Your Book Or Business with Amy McLaren (And Advice For Nonprofits Writing A Book)
SPS 120: Building An Email List, The Long Game & Becoming A Full Time Author with Dorie Clark (Behind The Scenes On My Next Book Launch)
SPS 119: Read To Lead: From Podcaster To Published Author with Jeff Brown (And How To Write A Book From Your Podcast Topic)
SPS 118: How To Create & Launch An Online Course From Your Book (And Get Your First Sales) with Amy Porterfield
SPS 117: Why I Published Six $100 Books I'm Not Selling On Amazon (And How I'm Using Books To Grow The Warrior Movement) with Garrett J. White
SPS 116: What I Learned Launching The Most Successful Books Of The Last Decade with Daniel Decker
SPS 115: Using Atomic Habits To Write & Publish A Book (And How I Sold 4 Million Copies In 3 Years) with James Clear
SPS 114: How To Write A Book If You Have ADHD with Chalene Johnson
SPS 113: How To Find A Ghostwriter That Writes A Great Book Without Wasting Time & Money Doing It The Wrong Way with Carol Tice
SPS 112: How To Turn Your Podcast Into A Book (To Get More Subscribers & Sell More Books) with Nick Loper
SPS 111: How My Real Estate Investing Book Helps Me Close Deals & Get Funding with Hayden Crabtree
SPS 110: Supporting A Cause Or Charity With Your Book Launch (How To & Mistakes To Avoid) with Susie Harder
SPS 109: How To Sell More Books & Make A Full Time Living As A Non-Fiction Author with Scott Allan
SPS 108: Giftology, “Love Bombs”, And Why I Have A $250 Book with John Ruhlin (Using Your Book To Build Relationships & Get Referrals)
SPS 107: How To Write A Perennial Bestseller If You're "Not A Writer" with Dr. Henry Cloud (The Real Secret To Selling 20 Million Copies)
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