PreneurCast is a business podcast. Author and marketer Pete Williams and digital media producer Dom Goucher discuss entrepreneurship, business, internet marketing and productivity.
Pete Williams talks to Dom Goucher about the other book he’s been working on that he recently published on Amazon (and other good booksellers), and how he managed to fit it into his schedule.
Subscribe on iTunes: 
Pete and Dom discuss publicity and self-publishing
Read the transcript: [peekaboo name=”bar” onshow=”Hide it” onhide=”Read now”]
[peekaboo_content name=”bar”]
Episode 009:
The other book
Dom Goucher: Hey, buddy.
Pete Williams: Hey, big fellow. How are you?
Dom: Very good, very good.
Pete: Good.
Dom: A little bit warm.
Pete: A little bit hot?
Dom: Yeah, sorry about that. I know you guys are sitting there with your woolly hats and mittens on.
Pete: That is very true. Very, very true. All good though, all good.
Dom: Yeah. For those of you at home who aren’t particularly aware, I live about a hundred yards from the sea on the Spanish coast. And well, Pete doesn’t basically.
Pete: Yeah, just rub that in, mate. Rub it in. It’s all good, all good.
Dom: Sorry. Hey dude, you’ve just been to Bali. Well, eventually…
Pete: True. How are you this week, mate? How have thing’s been?
Dom: Good, good, good. The heat is really causing a few difficulties. I might have to change my working day around and sleep in the middle of the day, which doesn’t hurt as most of my clients are Australian. So I’m actually awake when you guys are now.
Pete: That works very well, very handy.
Dom: Yeah. Very handy.
Pete: Very cool.
Dom: I am the consummate outsourcer. So how about you?
Pete: Good, mate. I’ve been doing a lot of research this week.
Dom: Research?
Pete: Yeah.
Dom: Ooh. Sounds interesting.
Pete: Yeah, about Abraham Lincoln. Do you know he was the tallest of all US presidents at six foot four inches?
Dom: Was that with or without the silly hat?
Pete: That’s without the hat.
Dom: Wow.
Pete: He was eight foot with the hat.
Dom: Wow. Any particular reason you’re researching Abraham Lincoln?
Pete: Well, it just interests me when I spoke of him last episode.
Dom: Ah, very well done. Very well done.
Pete: See how I suddenly just snuck it in there, off the cuff by the by?
Dom: That was quite a good way to show segue. Look at you.
Pete: Did you know he also patented a system to alter the buoyancy of steamboats in 1849?
Dom: I’m trying to think he might have. I know he was one of the great achievers, wasn’t he?
Pete: Well, he was. But he was also one of the great failures too, as we spoke of last episode.
Dom: As we did, as we did. But that was the focus of the episode, the whole failure-side of things.
Pete: Yeah.
Dom: But he was, at the same time, an amazing producer and so many different things. But I didn’t know particularly about that steamboat buoyancy thing.
Pete: He also got shot in the head.
Dom: It didn’t seem to affect him that much.
Pete: Well, it did. He died from it. But JFK also got shot in the head with one bullet. Both got shot on what day of the week? Can you tell me that? What day of the week were they both shot?
Dom: No, sorry.
Pete: It was a Friday.
Dom: We’re not going to go whole conspiracy theory thing here, are we?
Pete: Oh, no conspiracy theory. Do you know they were elected to Congress 100 years apart exactly? Lincoln was 1846, Kennedy was 1946. Plus, Lincoln’s successor, President Johnson was born in 1808. And what was the surname of the person who succeeded Kennedy?
Dom: I’m going to play along. I guess Johnson.
Pete: What year was he born?
Dom: Don’t…
Pete: 1908. A hundred years later. How’s that for a fact?
Dom: You are a mine of useful information.
Pete: I told you I did a lot of research this week. That Google thing works.
Dom: If I didn’t know you, I would at this point ask you how you fit it all in. But I do know you and I know how you fit this all in. We talk about it on a semi-regular basis.
Pete: This is the greatest work. I’m going to show you the greatest work hack ever: Google.com.
Dom: Now, you see, that’s a double-edged sword. Because yes, it’s a great work hack but it’s also a great time sink.
Pete: StumbleUpon, that’s a time sink.
Dom: Oh no, no. I’ve had to just not use that at all.
Pete: Good fun though.
Dom: StumbleUpon is like a slightly more legitimate version of Lolcats, really.
Pete: You know what we should do? We should start a drinking game with StumbleUpon. Every time a cartoon pops out, you’ve got to drink.
Dom: Excellent, excellent.
Pete: That could be fun. And we play that with Skype with people so you can watch them as well and see their screens.
Dom: Very good, very good.
Pete: We should start something with that.
Dom: You’re in party mode.
Pete: Yeah, I am. I’m letting loose.
Dom: Ooh. Well, how about I be the party pooper because it’s lunchtime here and I’m still at work?
Pete: Is that bedtime for you now?
Dom: Well, technically, yeah, you’re keeping me up. So we’re equal on that one.
Pete: Let’s get to the business, let’s cut to the chase.
Dom: Let’s get to some, not boring business stuff, but let’s go back to some business stuff. We were talking about how you fit everything in, and you’ve been away. You’ve been to Bali, you’ve had proper time off. We’ve talked about this in the last couple of shows, and you’ve managed to publish a book.
Pete: Yes. Not the book we’ve been speaking about though.
Dom: Not the book.
Pete: Not the book.
Dom: No. But you’ve managed to publish a book.
Pete: So it turns out I procrastinated and produced a book in my procrastination.
Dom: You are that good.
Pete: Yes.
Dom: That’s the power of leverage, isn’t it?
Pete: Well, it is, yes. We might as well talk about the book and give it some context.
Dom: Yeah.
Pete: It’s called Media Strategies for Internet Marketers and it’s just all about how to use the real-world media to grow your internet-based business, whether you’ve got an e-commerce site or an information marketing business. That’s the topic of the book, and it’s very exciting. It’s the first time I’ve really self-published and gone in the path, seeing how self-publishing in the Kindle works and self-publishing printed books to Amazon as well. So we’re going through that process.
It’s also a bit of a testing ground for when the new book comes out. Obviously, that’s through a real publisher, but we’re going to have quite a bit of an impact into marketing it and working out what works in Amazon. So I thought this is a great steppingstone to iron out the bugs and get the team to know the way around it, and how to actually start to market a book online, and what sticks and what doesn’t stick, and get that flow going before we start with the full steam engines of our buoyant steamboats — thanks to Lincoln, when the real book comes out.
Dom: Now, of course I should do the consummate interviewer piece and I should say, “So, where is this book available, Pete?”
Pete: Well, Amazon.com. It’s on Amazon, so it’s available on Kindle. You can buy the print book. It’s also available on the NOOK through Barnes & Noble. It’s going to be available soon on the Sony eReader and a few other places as well. So we’re basically going to as many places we can syndicate this out, and it’s pretty much available everywhere right now. There will be an audio book available on Audible shortly too. We’re doing everything we can to get this book in as many places we can so we can learn and give good content to people, and actually have a way to test some book marketing.
Dom: Cool. Now there are two directions to take this conversation. Both of them are very interesting, certainly, to me. The first one is you published a book. I mean, wow, that’s like zero to hero. I know that this topic, the online-offline marketing is one of your pet topics and something that you do personally for your own businesses and for yourself as an individual, and you do it very well. It was probably your first topic I saw you present on. But knowing about something and actually writing a book about it are two different things. How did you pull that off and do that in the background? Not a big speech on how you wrote the book, but how did you leverage the systems and techniques and things that you know to bring that about?
Pete: Fair question and I’ll let a couple of cats out of the bag. I took the Gary Veynerchuk approach to book writing and got a ghostwriter, fundamentally, to make this book happen. Those who have been playing along at home for a while would know about GoingAnalogue.com, a program that I’ve got to help people use offline marketing of all formats to help grow their business, whether it be media or direct mail, and all that sort of stuff.
I had a lot of content already out there about this topic from that program, and various bits and pieces and presentations that I’ve done. So I got all that content there and passed it over to a great ghostwriter by the name of Natalie. We’ve met for breakfast quite a few times over a few months where she took all that content that was already there, cleaned it up, made it coherent, took out all the ums, and made it flow as a book. And then we went back and forth quite a few times to refine it.
There’s a lot of fresh content in here that wasn’t already available in the higher-priced programs. But that was fundamentally how this book came to be. We worked to get the content right and then passed it over to my internal team to actually do the layout and the design, and get it into the right format for the various different mediums. So obviously, the print-ready version, the PDF version, the PDB version, the Mobi version, the ePub version, everything-else version that is needed these days to be able to syndicate your books across all the platforms. So it was a very, very cool process. And it’s one that I think is very replicable these days as well.
If you have some content already out there, it’s quite easy to find someone who is more of an editor than a writer in this instance. Obviously, with the big book, the main book, the It’s Not About the Product book, that is being written word for word, from scratch primarily. It’s a lot more of my blood, sweat and tears into that as opposed to this book where it’s all my content, it just have been cleaned up and put together by Natalie.
Dom: That is pretty awesome, to take that content you’ve pretty much already generated. You and I work together from a production point of view on Going Analogue. I helped you produce Going Analogue. The content is predominantly video-based content. So I can vouch for how much effort you’ve put into producing that and the quality of the product. But even so, even though you’ve got the content, a lot of people in this situation, as you say, they’ve got all these great content in one form or another whether it’s in blog posts, videos, a course, whatever. But the idea of sitting down and moving it across to another format sometimes is a bit daunting.
Yeah, the ghostwriter idea is great. If you can find a person who’s got that skill, and you clearly have got a good one. I’ve gone through the book, a bit of read through it. And it’s great how you’ve translated this stuff, and it works in print as well as it works on the videos. And as you say, you’ve put some new stuff in there.
But the other side of this is that technology thing. A lot of people are like, okay, alright. So we’ve got this content as a book. But physically getting it out, self-publishing a physical book just scares most ‘ordinary’ people, let alone the idea of listing all the different formats to try and get this thing out on the Kindles, on the NOOKs and the Sony eReaders, and all the rest of those ever-decreasing popular eBook readers. Did you use services to do some of that? Have you got any kind of input about how you got over that part?
Pete: Yeah, absolutely. It was all about using services that already exist out there if you know where you’re looking. There’s a great service called CreateSpace.com which is owned by Amazon. It is an on-demand printing and publishing service. They will take your book in a PDF format with certain rules and restrictions and guidelines, and they’ll put it together as a print-ready book for you. They’ll send you a copy of the book and you can feel it, touch it and smell it. Once you approve that, they’ll go and list that on Amazon so it will be available to purchase on Amazon.com.
There’s a couple of different levels of payment fees. You can pay one that’s shown as being published by CreateSpace. You can pay a slight premium and you get your own ISBN number and your own imprint, which what I’ve got because I’ve got quite a few other books that I want to publish through them over the next 12 to 18 months. When someone purchases the book on Amazon, they’ll print it and ship it on demand. So it fundamentally works out about the same profit margin, a little bit better than traditional publishing because you don’t have to pay for the books in stocks. You’re not getting volume discounts from a printer, but it means you don’t have to hold stock, which is a bonus.
So it’s about syndication, and that’s what we’re trying to do. That’s the aim. It’s in the back of your mind of whether it’s high-end products or just to use it as a business card. There is some profit to be made for sure in the physical books that are printed. But there are also other services through Amazon. They’ve got the Kindle Store. Anyone can just go and get an account and submit, again, PDFs as well but in a certain format or ePub formats and there’s a couple of different ways you can do that. Then just submit that through Amazon and they’ll make it available in the Kindle Store. There are some good margins in that because there is no actual printing of the book. It is all electronic, so there are some reasonable margins there.
Barnes & Noble have a similar service as well. There’s an array of other services out there that will help distribute and syndicate your content to other platforms, so there are ways to get it onto iTunes, Audible, Amazon MP3 and other ePub readers. There are plenty of platforms out there that will help you in terms of distribution and publishing. It is a really interesting world. I think it’s a very potentially profitable world. It is a very good world for positioning in your marketplace. Even if you are a local plumber for example, you could write a book on the ‘top 10’ things or ‘top 34 tips for keeping your pipes clean’ or whatever plumbers do.
Hairdressing, you can sort of do books on hairdressing styles. It’s very, very easy now to become a published author. A book just really sets you apart from your competition from a positioning perspective from a way to use this as a tool to help close sales by giving a copy or just mentioning it as part of your sales funnel. It’s a really a great way to position yourself to increase the bottom line of your business in numerous ways. We can talk about that at some point whether it’s this episode or another episode of why you should be publishing premium content. And this is what I class as premium content.
Dom: Cool. In a way, and this is really helpful because this is where I want it to go, you’ve started to talk about some of the things that you talk about in your book.
Pete: Well, yeah. The book itself is sort of broken into two main sections, all relating to media. The first section talks about how to actually use publicity and get exposure as the expert. So you’re the actual person getting interviewed in the media and you’re giving your commentary on the industry or you pick your topic and all that sort of stuff. Then there’s the second part of the book which is sort of about syndication. It’s kind of what I’ve touched on already where you actually are being the content. So rather than providing the content, you’re being the content – sorry. When you’re providing the content, you are then actually writing the article in that magazine, in that trade journal, and you are the author, so to speak. You are that journalist.
It’s about taking articles, posts and reports you have already written and published on your blog that has got some great content and a lot of social conversation around it, and taking that to the publishers of real-world magazines and saying, “Hey, I’ve got this article that is perfect for your demographic. It’s already been retweeted 120 times. It’s got 500 comments. It’s been read by 3000 people,” whatever stats you can pull. And the magazine journalists and editors are going to jump all over that because they want engaging and enriched content. And if it’s already proven, they’ll definitely take that and later syndicate that. And then again, it’s about positioning yourself as the expert because you are the journalist in that aspect.
Dom: Cool. And one thing I know from the Going Analogue course that you produced, and that’s gone over and the content is going to this book. Again, you’re talking about something that in theory, it sounds like a really good idea. “Oh, yeah, I could get an article in a magazine. I can be published in a magazine or be interviewed for this or that or the other.” But some people will stop at that point and go, “Yeah, but how do you that?” And one of the important things about the book, it’s not a book of, ’you could do this;’ it’s more of a book of, ‘you could do this and by the way, here’s how.’ Because you do include the strategies of how you go about doing this stuff.
Pete: Absolutely. This is something that really annoys me with a lot of — I’ll categorize them as information markers for want of a better term, is the process to marketing information, teaching or communicating or writing a book, or anything like that. There’s the ‘why,’ the ‘what’ and the ‘how.’ So there’s the why you want to do something. And I might as well use this as an example as I talk about this ‘why, what and how’ process. I’ll get to where I think you were going, Dom. The reason why you want to do some of these offline marketing if you’re an internet marketer is twofold.
One, it’s going to get you new traffic because if you think about it, someone who loves vintage guitars and might be going online and Googling ‘vintage guitars,’ they live that in their life. They’re going to be going to the real-world stores. They’re going to be buying the guitars. They’re going to be subscribed to the magazines. They live that passion. So it is a great way to get to your target market beyond just Google users. One of the things that I really try to hammer home throughout the book is that just because someone has a Gmail account and a Facebook account, it doesn’t mean they use the internet. It doesn’t mean they’re going to be going to Google and actually search for the stuff you might be selling.
There are plenty of people out there who do, but you’re leaving a lot of your target market on the table by not going offline. So it’s a great way to expand your target market and drive more traffic to your website. And the benefit of that is a lot of those visitors to your website that are coming from the offline world haven’t experienced the online market techniques like autoresponders and things like that. So the conversion rate of those people has been reported time and time, and time again by numerous, numerous tests that they convert a lot better than internet-based traffic because they’re not as jaded as internet-based traffic. Because internet-based traffic have probably been more familiar with online videos, online autoresponders and stuff like that, they don’t covert as well because they’re very jaded.
The second thing why you want to do this is because it actually going to help you increase all you online conversions. If you can show on your opt-in page or on your sales page that you’ve been featured in Guitar Traders Monthly, or you are a regular columnist of Vintage Guitar Guide magazine, or whoever it might be, that shows you as an authority just like writing a book does. If you can show that and put that as part of your sales letters or your opt-in pages, time and time again, it has been shown as well to increase conversion rates and opt-ins.
Those are probably the two reasons why you’d want to do this. What a lot of people do when they’re actually teaching this, if I to step back now and talk about this concept of ‘why, what, how,’ that’s the ‘why.’ And I could have written the entire book just talking about why, why, why, and just sold the reader on why they’d want to do this, which is fantastic. They’d get motivated and go, “Okay, cool. I want to do this.” But then they go, “Okay, now, what the heck am I going to do? I know why I want to do this, but what do I do?” And that’s where most of people give you the free report, that’s the ‘why.’
You opt in and get a free report, and they just basically sell you on the ‘why.’ They don’t give you the actual meat, so to speak. But then they say, “For $97, I’ll show you in an eBook what to do.” So that’s great. Okay, ‘what to do,’ that’s the next stage of this. Now what to do in this context, again, is either be the content or provide the content. So to be the content, you want to actually be going out there and writing press releases, getting exposure and getting in front of the journalists who are writing articles in your particular space.
And then providing the content is you want to take your articles that you’ve written online and you’ve written for your blog that got a lot of attention and feedback, and take those and submit them to editors of magazines, newspapers and trade journals, and get those articles republished in these magazines. That’s the ‘what.’ That’s all great. People go, “Okay. Now I know what to do. I need to and do some PR and I need to go and get some syndication of my articles, fantastic.” But then they go, “Well, how do I do this? Now I know why I want to do it, I know what to do, but how do I do this?”
Most marketers will go, “Well, realistically, for $797…” You’ve got to always have that ‘7’ on the end, apparently. “For $797, you can buy my home-study course. It’s in my third module that shows you exactly how to do everything you need to do. So they basically get you all the way through that little pyramid. Again, there’s a time and place for that. They go through the ‘how,’ how you need to actually go about doing what is that they sold you on doing three steps prior. That’s sort of rubs me the wrong way. So, to come back all the way back to the original point, what I try to do in the book, I haven’t taken the entire Going Analogue program and stuffed it into a book and just sold the ‘why.’
I’ve taken this to two key focus points in my mind or the first two parts of Going Analogue, which is how to be the content and how to provide content, and broken it down completely. Everything from the full press release is there, there are templates there, there are workflows, there are swipe stuff you can actually go and just repurpose. Same with ‘being the content,’ I’ve tried to break it all down as much as possible and give you not only the ‘why,’ but definitely a lot of the ‘how to’ so you can literally just take this book and go and do those first two steps using offline media to grow your internet business.
Dom: Yeah, and that’s exactly what I was getting at. Your answer was actually better than what I was hoping for because you made the point that I wasn’t making, which is so many people, especially people involved in internet marketing-based information marketing, they’re exactly what you said. “Oh, here’s a free ‘why’ to entice you to buy my ‘what,’ to entice you to buy my ‘how.’” And as you say, the Going Analogue course itself is far bigger in scope than this book and far more in-depth, and costs a lot more than the book. But the great thing about the book is it does focus on the smaller subjects, those being the content and providing the content. But it does cover the ‘why,’ the ‘what,’ and the ‘how.’
And to me as a potential consumer, that kind of thing is important. I regularly get disappointed by people that do the ‘why’ and the ‘what,’ or just the ‘why’ or whatever. From a technology point of view, if somebody tells me the ‘why’ and part of the ‘what,’ very often, I can work out the ‘how.’ But this is real-world stuff. The great thing about this book is it is, as you say, for internet marketers trying to reach into the real world. All the strategies of autoresponders and all the rest of that that they know how to do, the real world is actually sometimes quite difficult.
Pete: Well, what’s quite scary for a lot of people too is that they go into the world of internet marketing or even blogging — this definitely applies to bloggers too who just want to write good content. You can definitely use these strategies to expand your brand, or expand your writing and your audience by taking some of the stuff you’ve written on your blog and getting it syndicated. It’s important to think about your business as a business, not as a hobby. I kind of get on this little soapbox quite often, and start ranting and raving. You can definitely make a lot of money by solely going and targeting internet-based leads — the internet traffic as opposed to foot traffic or eyeball traffic that you might get in the real world, so to speak.
But you want to make sure that if Google changed its algorithm, that’s going to be 90% of your business out the door in a second. And realistically, if you’re trying to grow a business and replace your income, you’ve got to treat it as a business. You can’t treat it as a hobby. That’s a big mind-shift that a lot of people have to make. If you take time to listen to the interviews with the real successful online marketers, you’ll find that they use the terms ‘business’ not ‘website.’ Whereas some people, they just say, “Oh, my website makes me this,” or, “My website gets this much traffic,” as opposed to, ”My business generates me this much income. My business generates this many new leads every month. My business does this.”
And as you soon as you start thinking about that and treating that, and even internalizing that, a big shift will happen because you’ll start thinking, “What is this ROI for every dollar I spend on my business?” And some of the stuff that I’ve spoken before, it’s not part of the book but it relates this message I’m trying to get through. In some circumstances, you can go and buy a direct mail list of people who have already spent money in your niche between $0.20 and $1.00 a name. These are the people who’ve already opened up their wallet, showing a propensity to spend money on a solution in your niche. Now, what’s better value for you: spending $0.20 a click and getting 20% opt-in rate — so one in five people opted in that cost a dollar per e-mail address for someone who’s wanting a free report, or spending $0.25 on someone who’s already spent money in your niche?
Yes, with direct mail, they have to go and spend a dollar or so to print out a direct mail or a letter and send it to the person. But realistically, what’s going to be the better ROI for your business: a dollar for an e-mail address of someone wanting a free report, or spending $0.25 and a couple bucks to mail someone who’s already shown a propensity to buy? A lot of people get lured in and sucked in to the idea of marketing because the traffic’s free or the communication platform is free, being e-mail. That’s fine, but is it the best ROI? That’s the whole underlying tone of what I rant and rave about quite a bit.
Dom: Amazingly, that was exactly what I was going to bring out. It’s actually in the closing pages of the book — you make that example as a kind of a forward-looking thing.
Pete: After six or seven episodes, we should be thinking alike, mate. We should. And it sounds like we actually plan this stuff out too if we talk about the same thing and head in the same direction.
Dom: We’d be dangerous if we had plan.
Pete: If we treated this podcast as a real business, and work out how we can…
Dom: Don’t even go there. I mean the two points that you just made are exactly the two points that I remember most from the first time I saw you present. I remember that there was a kind of sharp intake of breath from the room when you put up the slide that says, ‘Do you have an internet business?’
Pete: Ah, yes, the infamous question. That’s it. My question was, and correct me if I’m wrong, mate, “Do you run an internet marketing business?” The majority in the room put up their hands and said, “Yes, I run an internet marketing business.” I kind of sat there and scratched my head and went, “Do you guys market internet?” Actually, the question was, “Do you own an internet business?” And they sort of said, “Yes.” Well, hang on. To me, the only internet businesses are ISPs – people who actually sell internet services such your iiNet in Australia or what are some internet providers in the US? Whatever they are, people listening would know.
Dom: All the telecoms companies, really.
Pete: Yeah. Exactly right. And I said, “Well, realistically, no, you don’t because you’re not an ISP.” So then I rephrased it, “Do you own an internet marketing business?” And again, most people put up their hands. And I said, “Well, are you guys SEO companies and consultants?” Because internet marketing is helping people market their product online as a service. And I said, “What most of you have is a business that has only one path to market and that is the internet. Very, very different concept to an internet business or an internet marketing business. Most niche marketers have a business with only one path to market, and that being the internet.
Dom: That made a lot of people stop, and it should. Because if you are looking at what you do as a business, then that’s not a good plan. A business with one path to market, a business with one marketing channel is not a good idea.
Pete: No, not at all.
Dom: And that’s what I loved about that presentation, the fact that in a roomful of internet marketers, instead of saying, “Yeah, make the most out of AdWords, Google this, that and the other, and content syndication, online article marketing blah — all the usual stuff, you stood at the front and just said, “Hmm… just one channel to market?”
Pete: Don’t get me wrong, there are different subsets to that one market. People would say, “But I’ve got AdWords, and I do SEO, and I do article marketing. I’ve got affiliates.” Well, yeah, but that, to me, is just a different segment of the one target market of traffic which is internet-based traffic. You can do cold calling, you can do telemarketing, you can have a course, you can do direct mail, you can do print advertising, you can do billboards. There are so many other ways to get traffic to your business. Foot traffic, web traffic, phone traffic, voice traffic, eyeball traffic — there are so many other ways.
Dom: I think the other interesting thing about this, and we are getting close to time, but on this topic, is a point again that you made. People that market on the internet have some pretty mad skills. They have the e-mail autoresponder sequences set up and stuff like that. But people that are used to that are pretty much jaded to it. I’m not impressed if somebody gets my name even close in an e-mail these days. The only time I notice whatever they put in ‘To’ field on an e-mail is if they get it wrong and it says {!first name_fix} or whatever it is.
Pete: Yeah, open square brackets wiggly thing.
Dom: But as you say and you’ve already made the point, people who aren’t used to the online world, people that live most of their time offline would be really impressed if they got a personalized e-mail. They’d be really impressed if they got a piece of personalized physical mail these days.
Pete: Absolutely.
Dom: Physical mail doesn’t turn up quite so much, but that’s a whole other topic. I know I’m slightly biased, but just off the content of the book, the fact that you managed to publish a book while basically being by a pool in Bali — hat off to you, mate. Hats off to you.
Pete: Thank you. Definitely, this book’s taken more than a week to put together. It’s taken a couple of months but realistically, a couple of months but not a lot of my time. And that process worked really well.
Dom: And I’ll just point this one out. We’ll close on this because we’re running out of time. But the dedication in the book, I really liked that because you are somebody that does rely very heavily on your team. You can’t do everything that you do, and you don’t even pretend to say that you do it all. You have a lot of outsourcers and people that work directly for you, and we talked about that in the past when we talked about how you keep your business is running. But you put a little dedication in the book that says, “To my Virtual Team, you know who you are and I wouldn’t be me without you.”
Pete: It’s true. It’s 100% true, and you are definitely one of those team members, mate. Absolutely.
Dom: Oh, thank you, kindly, sir. And on that ever so slightly smoke-blowing note, I’ll see you next week, mate.
Pete: Looking forward to it, mate. Looking forward to it… Do you know that he was also the first president to have a beard?
[/peekaboo_content]
Show notes + links:
Books Mentioned:
Media Strategies for Internet Marketers – Pete’s book
| If you like what we’re doing, please leave us a review on or a comment below. |
