Die Geschichte hinter der 100-Millionen-Buchreihe

0:00Unternehmer/Gast Then how did you sell two 2.9 million books in one day? Is that number? >> It said it said 2.9 million books in 24 hours. It's like the world is number accurate. How did you do that? Like how did you drive that? >> How did How did you do that? That's an insane stat. >> Yeah. Yeah. It was the Guinness Record for non-fiction. So um so the whole So these three books together were actually written at the same time. So I wrote them because a mentor of mine when I was selling gym launch was like hey you should crystallize all your knowledge now cuz like you'll forget the details

0:30>> and so I just wrote this thing and it was this massive tome and I called it [laughter] I called it lead generation and monetization structures which is like not the sexiest title and I gave it to like a handful of my friends and they're like dude it's a lot [laughter] and so I was like there was one section that was like on making offers. So I was like okay well maybe I'll just peel this off and I'll and like I wasn't sure if I was going to publish it. I was like, "Maybe I'll just do it as like an internal manual for our own team." And then Leila was like, "Publish it." I was like, "All right." So, I just put it up there and I was like, "Hey, I wrote a book." And then it just continued to just keep selling more and more copies.

1:02>> Can I ask how you think that happened? Was it a word of mouth? >> It was a word of mouth. I had 10,000 followers on Instagram when I made it and I didn't have anything on YouTube. >> That's ins. So, it must have been um it must have been leading to results for people. >> Yeah. It's a good book. Have you have you seen firsthand people come up to you and be like, "Yo, I I I read your book. I followed your model and they Oh, really? >> How much money do you think just is such a hard question, but how much money do you think you've helped people generate with your books?"

1:33Alex >> Um, probably a few billion. >> I was going to say it's got to be a lot. That's cool. That's cool, man. That's the difference, I think, maybe between I mean, you're you're you're you're leg you're legit. You're legit, dude. [laughter] Well, not that you need to hear it or be validated by me in any way, but like >> like I don't know. I see these self-help gurus and I'm and I always just wonder like maybe you have a couple success stories. Yeah. >> But how many people are actually like when they sign up for the course like

2:01>> making it? >> Well, the courses that come with this are free. >> Oh, all my shit's free. Like it's free. Now, how did I sell all these books, right? Um so I had these three books. They were one. I was like, "Okay, well what if like what am I going to call it?" And so I had this idea. I was like, "Wouldn't it be sick if I could demonstrate the ideas of the book with each book?" And so that became the whole meta concept of like the offers book answers the question, "What do you sell?" Right? So for that 19-year-old, he's like, "What do I do?" It's like, "We got to figure out something to sell." Step one. So you read the purple book, which is the first book, and it has to be so good that

2:34>> it has to be an offer so good >> that people feel Oops. Uh how to make an offer so good people feel stupid saying no. So it's like how do you get the other guy in Tuscaloosa to give you his last dollar by making an amazing offer, right? And so I made that book and it basically like how do you create value? Like people talk about the word value? They're like provide value. It's like what the [ __ ] does that mean? How does that 19-year-old know like what's value? >> Right? And so I was like, okay, well what are the elements of value? So it's like you have speed, how quickly you can give someone something. You've got um risk. How can you make sure that it's guaranteed in some way? And then um how can you make it easy like whatever it is and then you have the dream outcome. So it's like they have the dream outcome.

3:14How do you make it faster? How do you make it easier? And how do you make it risk-f free? And so to the degree to which that you can do each of those because it's not is it easy or not easy, it's how easy is it, right? It's not a binary, it's a continuum. And so for each of those things and basically in the book it outlines like here's how to make it faster for somebody. Here's how to you know scarcity guarantees all these elements that make an offer. And so that did well and continues to sell like lots and lots of books. Um, and so I caught it $100 million offers because the idea was like what if I at the end of this my second book was okay now you have the thing to sell who do you sell it to which is you got to go go get leads and so the blue book is all about advert now the blue book is like all the methods of advertising that are out there. So you've got you've got paid ads, you've got content, you've got warm outreach, you got cold outreach. There's only four things anyone can do let anybody else know about stuff. Now once you do those four things, you can then reach out to other people who have audiences, affiliates.

4:09You can reach get your customers to do those four things on your behalf. You can get agencies to do that on your behalf or you can get your own employees to do that. So it gives you more leverage. And so it's basically four things you do to influence four other people. [clears throat] And it's just a cycle of advertising. And so this book outlines that so that people are like, "Okay, I've got my thing. Here's how I advertise it. Great." But then the next question is like, "All right, I got the thing. I'm letting people know about it, but how do I make money?" And so then

4:35>> the third one >> was how to make money. [laughter] >> I need that. Can I have that one? >> I need I do need to make four. >> That's the main one I need. >> This is the This is the record breaker, right? >> Yeah. I need Oh, that one's specific. >> And that's the record breaker. Yeah. And so the blue one I used all eight advertising methods to advertise the launch of the book. >> Oh. And it was the third part of essentially a series culminating to what is probably the most important part of all of it. Making money.

5:00>> Making money. Whoa. And so the second one, we broke records at the launch. We hadund and something thousand people who were live with us at the launch when I launched the book and I did this full stack just like the infogur would. >> Yeah. >> And everyone was like credit card out ready to buy this whatever I was going to sell and I gave it away for free. >> And so that came So did those free did those free copies count towards that number? >> No. No. So the first two books No, I gave like the course away from they want to buy a hard pack. Yeah, they can buy.

5:28Um, so then the third book was monetization. So you have to, so it's like, okay, so first we had the offer, the thing to sell, then we have the people to sell to, you know, how to advertise, and then you have to understand how to monetize. And so each one built on the third. And so this book used all three books. And I have like 15 monetization mechanisms that are inside the book of like how to do them. And I used 12 of them in the launch of the book to demonstrate all of the ideas in the book and culminate with a $100 million launch, which is what we did in 72 hours.

5:55>> I feel kind of kind of stupid. >> Stupid. Yeah, I was thinking the same. You're pretty [ __ ] dumb, right?