"It sucks Fletcher. You got to convert this to a book." Let me give you some backstory. In 2012, I started working with Ryan Sloper. For him, and several other agents, I wrote and recorded a webinar that was intended to replace the listing presentation. Listing presentations suck. They position agents as salespeople. They kill your authority. You can't show up the same as the Amway salesman, with a flip chart or any kind of presentation, and say, "I'm different." It doesn't work that way. An in-person presentation is the symbol of a salesperson. So any version of it, by stereotype, puts you in the same boat. A webinar, though? This would allow the presentation to be made online. In advance. Not in person. It was meant to pre-sell prospective clients. It was meant to convert interested parties into committed clients. One problem. Homeowners don't give a shit enough about their home sale to attend a 60-minute webinar. The message was there. Great content. But no one registered or attended. After a year of trying to make it work, Sloper pointed out the obvious, "Fletcher. It sucks. Not the content. The format. It needs to be converted into a book." It sounded like a lot of work. So I resisted. But he was right. It needed to be a book. So I re-wrote all of our research, added chapters, worked with a design team at the publishing house. A few months later, he and I got the "Proof copy" on the same day. I call him and ask, "Did you get yours?" He said, "Yeah. It's fucking awesome." I said, "No shit, this is cool." We had a conversation, then at some point he said, "I don't care who you are. You could make a $100K/year just handing out books." I said, "Hmm. Let's test that." And asked if he wanted to be the guinea pig. He agreed. And, that's how the "12-month to 100K Project" was born. In just 7.5 months, Sloper has added $10.85 million in production, from clients, directly tied to just handing out the book ~ about $420,000 in GCI.
Here's how it works. There are several members of the TGP now creating "Books" where, to create those books, they sell individual chapters to 30 different agents at a cost of $4,000 or more per chapter. Now contrast. If you were to work with a "work-for-hire" book publishing firm, like BookInABox.com, founded by Tucker Max, a [legitimate] 3-time NY Times Bestselling author, it would cost you between $15,000 and $20,000 to create your own book. And the entire book would be positioned as yours - your content - it wouldn't just be one of 30 chapters. But that's how the TGP operates. They buy a book deal from a less reputable publishing house (for $10,000 to $15,000), then RE-SELL IT to agents - each chapter for $4,000 or more - and you can do the math: 30 chapters to 30 agents x $4,000/chapter = $120,000 in revenue. Said different, they're selling you a chapter, while claiming to be selling you a book, and they're making 6-figures in the process - by marking up the entire project by over 1,000%. Worse, is how they put the book together, and how they market it and promote it. I won't go into the details. You can do your own research, and use your own common sense. But in short, part of the allure for the Low-Information agent is to be able to call himself a "Bestselling author," so the TGP, working with the shady publishing house, games the system on Amazon to achieve this status. Understand, it's all fake. Then they buy TV space on Fox, NBC, CBS, etc. affiliates, in local-podunk markets, to be able to say, "As seen on..." They even buy an ad in Forbes, so they can say, "As seen in Forbes..." And don't even get me started on their FAKE awards ceremony for best-selling authors, attended by all the other FAKE best-selling authors. I wonder if those attending, realize how pathetic they are? - Watch the video to the left.
Hint: This can't be done in a chapter. It takes a book. The 4-Hour Work Week is synonymous with Tim Ferriss. His name and that term are interchangeable. Same with Robert Kiyosaki and his book, Rich Dad, Poor Dad. Through a collection of stories, analogies, and research, your book needs to define what you stand for? Remember, in the words of Simon Sinek, author of the book 'Start With Why,' "People buy what you believe." If people don't know what you believe - because you don't have a book that documents what you stand for, your approach, how you get clients a superior result - then how can people buy into you? They can't. Tim Ferriss became a celebrity when he wrote his book. Because now, people knew what he stood for. They could buy into his message. The ultimate end-game is to have your approach to be synonymous with your name. The 4-Hour Work Week. Tim Ferriss. Or visa-versa. Ryan Fletcher. Defeat Mega Agents. Or visa-versa. Could you imagine if Tim Ferriss had just written a free report or a white paper titled: The 4-Hour Work Week? Hell, he probably did... but it was his book, the format of a book, the credibility of a book, that made his approach legitimate and, that made him famous for his beliefs about business. Trust me. A $4,000 chapter sold to you by the TGP cannot accomplish this. You need a book. And that book - needs to document your unique approach.
You have a book, now you need distribution. Hence, you need to Organize an Army - 200 distribution channels or more. It's not hard, but your mindset must change. You must train yourself to think different. Take Starbucks for example. Most people think Starbucks is a coffee company. It's not. Starbucks is in the distribution business. There are 21,366 locations in 65 different countries. That means, if Starbucks' CEO Howard Schultz decides to write a book, and wants to make the NY Times bestsellers list, he doesn't need Barnes & Noble or Amazon. He has 21,366 distribution channels. In each store, he just needs to put a bookstand near the cash register. If he sells just 2 copies at each store, in the first week, boom! mission accomplished. Starbucks could sell bubble gum. And does. Most people don't know this, but Starbucks is the biggest retailer of CD music. How? Because Starbucks is a distribution business with 21,000+ locations, not, as most people think, a coffee company. What business are you in? The real estate business? Or the more lucrative distribution business? The low-information agent, he believes he's in the real estate business. He also thinks Starbucks is a coffee company. But he is a fool. Listen in as I outline how to enter the distribution business: Organize an Army - 200 distribution channels (or more).
“WHAT!?! You wrote a book?!” How did you manage that?” "Oh my God. So proud. Amazing!" Book authors represent less than .04% of the world population. The thought of writing a book or working with a team to construct a book, to most people, is beyond of their scope of imagination. Only brilliant people and thought-leaders can write books. That's what society thinks. This is why book authors are seen as God-like figures. Appear on radio. Do interviews. Are invited to speak. Etc. People's response, to how they view authors, it's too predictable. We've seen it again and again - instant respect.
According to studies, 20% of clients will refer your services. 20% will not. It's just behavioral. That leaves 60% in the middle that currently aren’t referring your services, but would refer you, if they knew how and, if you made it easy for them to refer - so they didn't feel like they needed "to sell you" to others. A book makes that possible. A book is the ultimate gift. Everyone likes to give the gift of a book. This means, by arming your clients with books, they happily become your distribution channels. Better yet, for you, it's the ultimate positioning tool. This was basic premise for the "12-Months to $100K" Project - Results stated previous.
Most agents, they're sick of being seen as "real estate agents." A book fixes that. Now you're "The Guy" who wrote the book. The celebrities in the business world, are the authors. If you follow Dan Kennedy's work, or read: Trust Based Marketing - you know his advice to small business owners: 'Nothing establishes authority faster than publishing a book. "Author of..." is a powerful phrase. When you're the "Author of..." you're instantly a Someone. People take you serious. The accepted way to document real knowledge in this world, is in the format of a book. Society values books, and of course, the authors who publish them.
Every agent / salesperson says, "You should choose me. I'm the best." To which the client thinks, "Oh boy, here we go again." And that's when the agent / salesperson doubles down on his "approach," to which the client can smell the bullshit from about 6 miles away. Because, let's face it, if the agent / salesperson's approach was worth documenting, he would have written a book. That is what thought-leaders do. They research. They test. Then, if what they researched & tested worked, they document those results in a respected format i.e. a book = increased believability!
This is the result you'd expect. The increased response to the 'marketing and advertising' has to do with the conditioned value of a book versus the conditioned value of literature perceived as sales literature, which is nothing. Zero. Zilch. If someone were to give you a package of sales literature, as a gift—how would you respond? Gee thanks! This is why, I imagine, I’ve never been gifted a package of sales literature. But many books have been gifted to me. Futher, people feel better about buying from an author, than a pitchmen.
This is just common sense. When you're perceived as a Someone, people expect you to be more expensive. Further, through you're positioning, you're more apt to attract clients for whom paying premium fees is not an obstacle or objection. People who shop for Hondas do not visit the Mercedes dealership. And those looking to buy a Mercedes, do not frequent the Honda dealership. Couple this with the power of a book, where you have documented your proven approach for superior client results. Premium fees!
This goes back to my trademarked phrase: "Never Talk To Anyone, Until They Know You're A Someone®." When a prospect or referral partner perceives you as a Someone, they respect your time and refuse to waste it. Further, they will train their referrals to respect your time. Further yet, as the author of a book, you can push people to your book, first, to do their homework prior to setting any appointment, and in favor of constantly repeating yourself. Hence, no more listing presentation. Write this down: The True Authority gets clients to prepare for him, he doesn't prepare for them. This equates to superior productivity. Not to mention, far greater compliance. Think about Trump, if you could get to him, you'd first have to jump through a million hoops.
Trust me. People don't throw away books. It is a great sin to throw away a book. If you don't believe me, grab a book, go to your mother's house, and set it on fire in front of her - then watch her reaction. She will be horrified. Books are to be cherished. Books are to be safeguarded and shared, which is why we build libraries. Books are gifted. Donated. But they're never thrown away. This is why books, even book that no one has any intention of reading, remain on shelves for years - because throwing away a book is just something you don't do. It's blasphemy. This means, that FSBO you're targeting, in 3 months, 6-months, your book will still be there. This is staying power! - this is what leads to far greater referrals too. People don't throw them away. Sales material though? Poof. Gone. Garbage.
This isn't hard to figure out. Having a book to your credit, makes it easy to earn the media's attention. Who is a journalist going to interview? Joe Schmoe. Or the author who published the book on the topic? Not everybody seeks publicity. But publicity can be a great way to build / reinforce one's status. "As seen on..." or "As heard on..." are powerful phrases. The Low-Information agent purchases the $4,000 chapter for this reason. The TGP promised him, through "gaming the system," the ability to use such phrases. A big difference exists though between earning publicity. And buying it. Buying it, like paying for a prom date, makes you pathetic. A book, not a chapter, can make you a legitimate media darling. This of course can then be leveraged to beget more media. Interviews. Empower reputation.
There are two schools of thoughts on this. The first, is the Stephen King school of thought - he is a hugely talented writer, so he thinks like a writer. His answer is "Yes," you need to write the book you publish. The other argument, is the James Patterson school of thought. Patterson does not define himself as a "writer" per'se, but as a "storyteller." As a writer, Patterson is not great. But as a "storyteller," working in collaboration with a team, to bring those stories and characters to life, he is brilliant. King criticizes Patterson. But Patterson out-sells King, Dan Brown, and John Grisham, combined. He has more #1 bestsellers than any other author in history. And, in 2014, made $90 million. Here's Patterson's argument for utilizing a stable of co-authors: "Nobody criticizes Steven Spielberg for not acting, directing, producing, doing wardrobe, etc for the movies he creates." In other words, "Spielberg, like me, is a storyteller." His job is to bring that story to life. So why should I, Patterson, be criticized for utilizing a team of co-authors, when my job, like Spielberg, is simply to "bring the story to life?" As Patterson sees it, the art and craft of creating the book is not the "writing," but rather, in the creation of "the story." In business, the same argument can be made. The value of a book is not determined by whether the "businessperson" writes every word himself, but rather, in the effectiveness of "the ideas" presented. For this reason, almost every business author hires the best ghostwriter they can afford - to be sure their ideas are given the credence they deserve. In Patterson's view, writing a book is like building a home. The builder needs subcontractors.
Ryan Sloper was a mortgage broker. Then he switched to real estate. Not only was he treated like dirt, like every other "real estate agent," his friends still viewed him as the "mortgage broker." In other words, his positioning sucked. Terrible. Then he found me. He was on the radio at this point, but he didn't have a message. He wasn't telling stories. We started working together in 2012. In 2012, he did $14 million in production, up from $6 million in 2011. In 2013, he did $25 million in production. In 2014, he did nearly $40 million in production. And in 2015, working less in real estate than ever, he'll improve his results, despite launching a new business. Starting a new Podcast. And monetizing a magazine. The big breakthrough in positioning that started it all? A Book. I was the ghostwriter. Since then, Sloper has had an unprecedented run. He never does listing presentations. Never negotiates his fee. His clients are required to comply 100% with his recommendations. And, in the last 12-months, has lost only one listing to competition. The whole time operating from the same position I operate: "Never Talk To Anyone, Until They Know You're A Someone®." Long story short - the "12-Months to $100K" Project - Sloper was the guinea pig. It paid off big time. Now agents through the United States and Canada are repeating his results: Here's how they are doing it.