Rob Kosberg is a 2x Wall Street Journal bestselling author, and the founder of Best Seller Publishing. Rob helps experts to stop hunting for clients and instead become the hunted with their own best selling book. He has been featured on ABC, NBC, CBS, Fox, and Entrepreneur magazine as well as many others…
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Publish. Promote. Profit. – FREE Book! Publish. Promote. Profit. Plus 3 BONUS Trainings!
3 Value Bombs
1) If you don’t have something to make yourself standout, then getting to 7 figures is going to be really difficult.
2) Being able to set yourself head and shoulders above your competition, and have something that is attracting your ideal client to you over and over again, is worth the hard work.
3) The biggest mistake is allowing doubt and fear to stop you from taking the necessary steps.
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**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: The 7 Figure Book Funnel Book
[1:27] – Rob shares something he believes about becoming successful that most people disagree with.
- Failure is never failure. People, to be successful, should embrace the idea of fear of failure, and fail seven times – but be successful on the eighth.
[3:31] – How realistic is it to use a book and funnel in combination to potentially make 7-figures?
- If you have a high-ticket offer, that’s one of the keys. Use the book and the funnel to ultimately sell to your ideal clients something more expensive.
[5:40] – The industries where Rob’s book and funnel really work
- The most obvious is with coaches and consultants.
- Generally, the free plus shipping funnel – or a book funnel – are highly targeted. The right title, the right topic to the right person, and then offer that with discounts and bonuses to make it very desirable.
[7:42] – It’s noisy out there. It’s such a saturated market. Everybody is doing it. Is there still an opportunity to follow the process?
- The noise is the very reason that something like this works – you have to standout.
- If you don’t have something to make yourself standout, then getting to 7 figures is going to be really difficult.
[8:45] – Rob’s step-by-step process to make this a reality.
- You need a book that showcases your magic. As much as possible, it should be narrow.
- You need a funnel that attracts a specific person. Increase the average order amount, and by increasing that, you’ll be able to spend more money on paid advertising and traffic, which creates this virtual cycle of more clients
- Make sure to think through what key questions your book buyer is going to have
- Have that high-ticket offer in place.
[13:00] – A timeout to thank our sponsors, Streak and Helium10!
[15:41] – How hard is it to get a book done?
- 80% of Americans want to write a book, but less than 1% actually do.
- Being able to set yourself head and shoulders above your competition, and have something that is attracting your ideal client to you over and over again, is worth the hard work.
[16:57] – What does it look like when the funnel is done?
- It looks like freedom. If you’re able to attract buyers at a break-even, then your business is infinitely scaleable.
- Dot most of the I’s and cross most of the T’s before any funnel is complete.
- Get feedback from your ideal client along the way.
[18:45] – Success can be emulated, but we tend to focus on our mistakes. What are the biggest mistakes people make when trying to set the things up?
- The biggest mistake is allowing doubt and fear to stop you from taking the steps necessary to complete it.
- People also go too broad. They think that the broader they go, the bigger audience they get – but it’s the exact opposite.
- What a lot of people in business fail at, is they want customers to trust them. They want their clients to believe their promises.
[21:50] – Rob’s key takeaway and call to action to Fire Nation!
- Publish. Promote. Profit. – FREE Book! Publish. Promote. Profit. Plus 3 BONUS Trainings!
Lights that sparked Fire Nation JLD here and welcome to Entrepreneurs On Fire brought to you by the HubSpot Podcast Network with great shows like the shakeup today, we'll be focusing on the seven figure book funnel book to drop these value bombs. I brought Rob Kosberg and to EOFire studios. Rob is a two times wall street journal bestselling author, and the founder of best seller publishing. Rob helps experts stop hunting for clients and instead become the hunted would their own best-selling book. He's been featured on ABC, NBC, CBS, Fox, and the entrepreneur magazine as well as many others. And today for an issue, we'll talk about how realistic it is to use a book and funnel to make seven figures, which fields this can work in.
Isn't there just too much noise to stand out. How hard is it to get the book actually done? And the biggest mistakes people make when trying to do this and so much more Fire Nation. When we get back from thanking our sponsors Fire Nation, have you ever considered starting your own business? Helium10 can help with Helium10, you can become a seller on Amazon. The world's largest online retail site with minimal startup costs. Learn more about Helium10 plus get 50% off your first month of a Helium10 platinum accounts. When you visit Helium10.com/fire. Rob say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with.
0 (1m 33s):
What's up Fire Nation.
1 (1m 35s):
Happy to be with you, John. Good to talk to you again, my friend, you know, I don't know how many people would disagree with this, but I would say based on their actions, they would disagree. And that is that a failure is never fatal and, and people should to be successful, should kind of shirk the idea of the fear of failure. And if they embrace it, they can fail seven times. But the eighth time they're going to be successful.
0 (2m 5s):
I really do love how entrepreneurship can really be this like one sum game where you can just fail and fail and fail, but learning hopefully with every single one of those failures. And then you finally get it right. And you literally hit it out of the park. And not only do you succeed on such a massive level, but that's all people remember you for. I mean like the only thing that I'm known for right now is entrepreneurs on fire. You know, this very successful decade, old podcast with 3000 episodes, a hundred million listens. I've had so many failures. I mean, so many failures I've dropped out of law school. I've been fired from jobs.
0 (2m 45s):
I've had, you know, products and services and courses just flop, you know, 3, 5, 7 years ago over, over my entire entrepreneurial journey. But it's a one-time viral nation. The one thing that you are known for is thing that you finally get, right? And you will get it right. If you keep on going. And that's why I love the topic that we're talking about here today, which is the seven figure book funnel book, because listen, Fire Nation, this is something that you can take the genius. You're learning from people like Rob and my other past guests and create your version of Austin. This your version of the niche that you're going to dominate. But I want to start Rob with just the real question of how realistic is it to actually use a book and the funnel in combination to make, you know, not just five figures, not just six figures, but potentially seven figures in revenue.
0 (3m 38s):
1 (3m 39s):
The best way I can. I can answer it if you get it right. It is very realistic. And in, in some ways it's even easy. The hardest part is the, is the actual doing of it, right? Once you, once you do the steps and put the pieces together, you know, if, if you have a high ticket offer, obviously that's one of the keys, right? We're not talking about selling a million books at $4 and 99 cents. We're we're talking about using the book and the funnel to ultimately sell to your ideal clients, something much more expensive, but it is actually very, very realistic. And I have dozens of clients who have done it.
1 (4m 21s):
And I know dozens of other people that, that do it regularly.
0 (4m 24s):
So Fire Nation, this is one thing that I think is really important for you to realize is you're not going to get rich with $5 offers with, you know, selling a million books with a $1 profit margin on that. You are going to get rich and you are going to generate serious revenue. When you identify a real problem in this world, that you can create the best unique, specific solution to, and preferably offer that as a high ticket offer, because guess what, when you can get a hundred people to pay you $10,000, now you're on your way. And that's a lot easier by the way than it is to get 10,000 people to pay you $10 or whatever equivalent that would be.
0 (5m 9s):
And like I've experienced that firsthand even with a huge audience, like 98% of my audience has never paid me a dime. And the vast majority of our seven figures we have earned now for nine years in a row, every single year has come from that 2% and has come from our higher ticket offers. So we always do here, Robert, the riches are in the niches and how important it is to become the best at one specific solution to a real problem in this world. What fields can this book in this funnel really work that you've seen? You know, I'll
1 (5m 44s):
Start with the ones that probably are the most obvious tons of coaches and consultants do this. And look, if you're on Facebook, you see it advertised and you see it over and over and over again, you know, free plus funnels, et cetera. Those are kind of obvious, but there's so many others. You know, I have a client who is a doctor and he does primarily stem cell therapy and stem cell therapy is not something that's paid by insurance. So he is, has a cash practice and he uses his book in conjunction with a high ticket book, funnel and books, hundreds of thousands of dollars in revenue from that funnel every single month.
0 (6m 25s):
I want to get real specific here, Rob, but like what would that funnel look like? Just generally really, you know, the free
1 (6m 31s):
Plus shipping funnel or a book funnel would be the, you know, the book that is highly targeted. So the right title, the right topic to the right person, and then offer that either some kind of discount or with some kind of bonuses to make it, you know, just very, very desirable. The first step is typically maybe an audio version of the book because people love the audio version. So you'll have a bump of some kind that could be $17 to as much as $47, which helps raise the average order value. And then usually one or two offers. We like one higher ticket offer somewhere in the range of 97 to as much as 2 97.
1 (7m 14s):
And then the most important part, the thank you page with some additional training to eventually get people, to schedule a phone call. And then of course the phone call leads to the higher
0 (7m 24s):
Ticket sale. A lot of people are out there saying, yeah, exactly. Rob, I am seeing those ads on Facebook and other platforms. And it's just so noisy out there. Like it's such a saturated market, like everybody's doing this. So what is the deal? Is there too much noise to stand out? I mean, is there actually still opportunity in this world to follow this process? Yeah. I love that question
1 (7m 49s):
Because it's like, it's the very, the noise is the very reason that something like this works because you have to stand out, you know, you're competing. If you're a coach you're competing against how many tens of thousands of other business coaches or consultants are there. If you don't have something to make yourself stand out, then getting seven figures is going to be really difficult. So this is, that's the very reason why it actually works
0 (8m 15s):
Fire Nation. This is the reason why we bring Rob on the mic because he has experience. He's worked with clients who have done this thing. And so let's get real detailed. Let's get real granular. I love a step-by-step process. I mean, that's why the common path to uncommon success is literally a 17 step roadmap to financial freedom and fulfillment. Take us through your step-by-step process. What are the steps to make this a reality? Yeah, I love it.
1 (8m 48s):
Love it. Thank you. I'll go high level first. So obviously you need these elements or these pieces. You need a book that showcases your magic and as much as possible it should be narrow. So it, it should speak to your ideal client and speak very, very clearly in both the title, the subtitle, the cover, the contents, all of that. You need a funnel that attracts that person. And I went through just a moment ago, the various steps of what that funnel looks like, what you want to make sure you do is increase the average order amount. And by increasing that, that average order, you're going to be able to spend more money on paid advertising and traffic, which creates this, this beautiful virtuous cycle of more clients coming to you.
1 (9m 39s):
So you need the book, the right book, you need the funnel, you need a number of different upsells within the funnel as I shared. So what that means is you're gonna either have to create some additional content. That's really high value content along the same lines of the solutions to the problems that you solve. And so if you don't have that already, if you're not a, a regular content creator, then you want to make sure that you really think through what are the maybe key questions that the buyer of this book is going to have and what other missing pieces might there be. And they could be, as I said, as simple as an audio version of the book, or as complicated as, you know, maybe a, a 15 step video course that you're selling for 97 to $297.
1 (10m 28s):
And then, you know, the last and, and honestly most important piece is you have to have that high ticket offer in place. And by my definition of high ticket, I'm going to say it's a minimum of four or 5,000 bucks. And it could be as much as, you know, 50 or a hundred thousand dollars. I mean, we, we sell six figure packages using my publish promote profit book funnel. And so really the sky is the limit to, you know, to the people that are the right people, finding
0 (10m 59s):
Your offer. So Fire Nation, I want to kind of go through that process real quick. I mean, number one, you've got to get narrow, you've got to get niche, you've got to get specific and you want to be clear like you don't want to have this kind of really clever, funny, like name because you want your ideal avatar to see it at one glance. And to be like, I get it, that's a solution to my problem. And then once you're there a funnel to attract those right people, you need those upsells within. And that, you know, as a getting, going to me means some additional high value content you're creating what you should be wanting to do anyways. And then listen, what we're talking about here, when we're talking about high ticket, minimum four to $5,000 and max Fire Nation, the sky's the limit literally, and this is one thing I love telling my audiences.
0 (11m 46s):
You should not be ending a funnel. You should not be ending a selling sequence, let your customer and the selling sequence, let them decide what's enough for them. You're not the person to say, okay, like I've offered them something for 20 K and they bought it like, that's enough, that's enough. Yeah, maybe it is for some of them, but maybe for some of them, they still want something above and beyond. And for whatever reason, they are excited and willing to pay you for that. And so that's why with my funnels, people are always getting offered. One of my highest ticket offers, which is a day with JLD coming down to Puerto Rico, spending 9:00 AM to 9:00 PM with me here by my pool. And we're talking business, we're talking life talking health, we're talking wellness, we're talking wealth.
0 (12m 27s):
We're talking, whatever it is that we've identified, we want to talk about. And I know that only 0.1% of people that see that are going to take that. But that's exactly why I keep offering it because there always is going to be that individual that wants that access for whatever reason. So Fire Nation, we're going to talk about the difficulty of getting a book like this done. We're going to talk about the biggest mistakes that people actually make when they're trying to do this stuff. And so much more. When we get back from thanking our sponsors as a business owner, you don't dislike to run your entire business from your inbox, and let's be real. Sometimes things can get a bit messy. That's why there's streak CRM for Gmail streak is designed to help you stay on top of each part of your process and your inbox without ever leaving Gmail streak provides tools like email tracking, mail merges, and even snippets to save time and scale up your email efficiency.
0 (13m 21s):
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0 (14m 5s):
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0 (14m 49s):
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1 (15m 27s):
Or easy, everybody would do it. So just to be super Frank, sure. It is difficult. There have been surveys done that 80% of Americans want to write a book and less than 1% ever actually do. Now with that said, a book can, you can get a book done in a short is as you know, a long weekend or maybe two or three hours a day over 14 day periods. So it can be done quickly. And of course, that's one element of this process. The funnel is another piece of it coupled with pay track traffic and all of that. So, you know, the, the best way to, to answer it is yes, it is difficult, but truth be told, you know, the opportunities and being able to set yourself, you know, head and shoulders above your competition and have something that is attracting your ideal client to you over and over and over again.
1 (16m 17s):
I mean, what's that worth, it's certainly worth the hard work and it's even worth the investment of both time, energy, money, resources, et cetera, to make it
0 (16m 27s):
Successful. Does it look like when this funnel is done, what does it look like when it's complete? I mean, we've talked, you know, about what those steps are to make this an actual reality, but let's kind of keep talking about this process. And maybe if you have an example from your business, your life or another client example that you think would be interesting to talk about, let's chat about it, you know, best
1 (16m 48s):
Case scenario. It, it, it looks like freedom that it I'm in Florida. So, you know, we always laugh and joke about how it smells like freedom here compared to a lot of the other parts of the United States. But it, it looks like freedom because, you know, if, if you're able to attract buyers, we're not talking about opt-ins right email opt-ins, we're talking about attracting buyers, which statistically are 16 times more valuable than an email opt-in. So if you're able to attract buyers at a breakeven, your business is infinitely scalable. I mean, boom, just like that, you have an infinitely, scalable, scalable business, attracting people into your business that are voting with their credit card, not with an email address.
1 (17m 31s):
So, so that to me, wow, is, is freedom for a business owner. Now, you know, that's best case scenario. What's the worst case scenario. Worst case scenario is it doesn't work right out of the gate. And there is testing that needs to be done. There is a way to, you know, maybe dot most of the I's and cross. Most of the T's before any funnel is complete. You do want to get feedback from, you know, people that are in your audience, people that are your ideal clients, you want to make sure. And if you've been in, in your business any length of time, you probably already have a pretty good idea of what is most attracted to them. And so if you're able to take that kind of, you know, important knowledge and put it into your funnel, then it's just going to be tweaks with ads, tweaks, with images, things, things of that nature.
1 (18m 21s):
But for the most part, you're going to see some, you're going to see some positive results
0 (18m 24s):
Right out of the gate. Now I do want to talk about mistakes. I mean, I love sharing our income reports with Fire Nation every single month, because we share our successes that can be emulated, but we absolutely dive into our mistakes, which I want my audience to avoid, or at least learn from. So when they go down a similar path, they're not making the same mistakes that I've already made. So what are some of the biggest mistakes that you've seen people make over the years when they're trying to set something like this up, the biggest
1 (18m 52s):
Mistake is allowing doubt or fear to, and that resistance to stop you from actually, you know, taking the steps necessary to complete it. You know, when is the best time to have written your book? Well, you know, 10 years ago was the best time. When was the best time to start, you know, EO fire 10 years ago when you started it, right? When's the second best time. Well, today, if you don't have one done, and yet that resistance of how much work needs to be done does stop a lot of people. So that, that's probably the biggest mistake I would, I would follow that up with the mistakes that I've seen people make, where they come to me with maybe a half finished product that they've been trying to do on their own is I often see things like people going too broad because they think the broader they go, the bigger their audiences.
1 (19m 40s):
And of course it's the exact opposite, exact opposite. Those are two of the biggest ones. You know, what a lot of people in business I think fail at is, you know, they want customers to trust them. They want, they want their clients to, you know, believe we want them to believe our promises, right? And if you can, you know, show them that you can help them by actually helping them with a book, with, you know, video courses, with your, your upsells that are priced very, very reasonably. Then it's, it's so easy for those people to take the next step with you. And as you said, you know, the higher ticket you go, sure.
1 (20m 20s):
The smaller percentage of people that will actually take you up on your offer. But the reality is, you know, if, if you have this machine that continues to pump out new opportunities, new clients at a break, even sometimes even making a profit on the front end, then the, the sky is the limit. So it's the fear. It's the frustration. It's that resistance. You know, that that really is the biggest mistake. People buying into that. Well, won't work for me, stuff,
0 (20m 47s):
Fire Nation. I love this. It's the micro wins that you then can lead into medium wins. That of course you can then lead them into macro wins because you know, micro wins are great because it's something that you can give to your audience, to your ideal customer quickly. So they don't have to invest a lot of time to be like, is this even worth it? No. Like give them a win right away. Like it's tough to give people macro wins right away anyways, because you know, it's just a lot of time and energy from, for them to invest, to get that big macro wind that they might not be willing to if they don't yet know, like, and trust you. But if you build that stepladder with micro wins to medium wins, then to macro wins, you're just continuing to feed that fire of that know like, and trust. So Rob, you've given us a ton of value today, take the mic here and bring us home.
0 (21m 34s):
What's the one thing you really want to make sure Fire Nation gets from everything that we chatted about here today. What's the best way that we can connect with you and you call to action. You may have for us. And then we'll say goodbye. Well, I did put
1 (21m 46s):
Something together that I've never given out to anybody. That's not a client. And so I'm going to make it. I have this full training and full breakdown of my, my last book funnel, which has done over $3 million in revenue for us. That's my publisher wrote profit book. Some, I want to give that to you guys. I thought, you know, Hey, we're talking about this subject matter. That's like the best thing that I can give and, and give it away for free. So it's at publish promote profit.com forward slash fire. And it's a full training and breakdown of, of our, our full book funnel. And, you know, my book has done well. You know, my, my last book was a wall street journal and USA today bestseller, but the real money has not come from those wonderful accolades.
1 (22m 33s):
The real money and growth in my business has come by using this book in the funnel. So I think people will, will get a lot out of that because I break down every single page. I mean, I go through all the numbers. It'll, it'll be really helpful
0 (22m 48s):
Fire Nation. That's what I love about the guests that I bring on. They are actually utilizing their system and their own business to generate big dollars, big revenue, over $3 million in this funnel that Rob's going to be gifting to you. And one more time, what was that? URL? Publish, promote
1 (23m 5s):
Profit.com forward slash fire.
0 (23m 9s):
Fire Nation. You are the average of the five people you spend the most time with. You've been hanging out with RK and JLD today. So please keep up that heat head over to EOFire.com. If you type of Rob in the search bar, the show notes page will pop up with everything we talked about here today. Links, everything timestamps, you name it. It's there, but your main call to action, publish, promote profit.com/fire. Head over there. Get Rob's genius for free. Rob, thank you for sharing your truth, your knowledge, your value with Fire Nation today, for that we salute you and we'll catch you on the flip side. Thank you brother. Hey, Fire Nation today's value bound cocktail was brought to you by Rob and Fire Nation.
0 (23m 53s):
Over the last decade, I've interviewed more than 3000 of the world's most successful entrepreneurs, and I've created a revolutionary 17 step roadmap to your financial freedom and fulfillment. I put it all into my first traditionally published book. The Common Path to Uncommon Success personally endorsed by Seth Godin, Gary Vaynerchuk, and tons of others. The Common Path to Uncommon Success is a step by step guidance for you Fire Nation to achieve the lifestyle of your dreams, visits, UncommonSuccessBook.com. Learn more or your copy today, and I'll catch you there. Fire Nation, or we'll catch you on the flip, the flip side Fire Nation.
0 (24m 34s):
Have you ever considered starting your own business? Helium10 can help with Helium10. You can become a seller on Amazon. The world's largest online retail sites with minimal startup costs. Learn more about Helium10 plus get 50% off your first month of a Helium10 platinum account. When you visit Helium10.com/fire.
1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!
2) Free Podcast Course: Learn from JLD how to create and launch your podcast!
3) Podcasters’ Paradise: The #1 podcasting community in the world!