Why Authors Should Care About Muffin Stumps

*** For More: Check out our podcast https://ray.fm ***

Hi Blog,

There is this classic Seinfeld Episode, called The Muffin Tops.

In it, Elaine is out eating muffins with her boss (J. Peterman) when she notices he only eats the top of his muffin.

She remarks that there ought to be a shop that only serves the top of the muffin, since that is the part that most people like.

Peterman secretly takes her idea and creates his own restaurant called _“Top Of The Muffin To You.”_

But when it fails, he calls in Elaine to save it and cuts her in on the ownership.

Elaine observes he is only baking the muffin tops.

She tells him he needs to bake the whole muffin, then remove the stump.

The stump is what makes the top taste good.

A bunch of hilarity ensues as they bake full muffins and then try to dispose of the muffin stumps, including a homeless shelter saying,

“_Nobody wants the stumps.”_

Thinking about your book business is not really any different.

Every author wants the sales and the rank of their book.

That is the muffin top.

Everything tastes great when it is working.

And most authors think it is all about ads.

But the real workhorse behind your book, and the long-term viability of it and your business, is building your audience.

That is the muffin stump.

The muffin top does not work without the stump.

Those few that focus on the audience, and not the muffin top, are the ones who will say _Top of the Muffin To You_ long term.

_Leap. Love. Grow._

RAY BREHM

P.S. We are soon closing down access to the Summit Lab Pilot (Virtual Summit Workshop). The pilot is 50% off that future course price tag. It includes coaching and other things the course will not have in the future.

If you want to move to an audience-based authorship, a summit is one of the best ways to do it.

Learn more about summits here:

https://www.summitlab.io [https://raybrehm.krtra.com/c/eJlYgLBrvRXc/DGoV]

Who the #*@$ is this guy?

*** For More: Check out our podcast https://ray.fm ***

Hi Blog,

A few years back, I was ready to go.

_Facebook Ads account?_

Check.

_Facebook Ads manager?_

Check.

We ran the first set of ads for my first self-publishing course.

This was going to be it.

I couldn’t wait.

They said _Facebook Ads were the way to go._

Then I realized people could comment on your ads.

And the people who typically do are not always nice.

One of the first comments I received on an ad was…

_Who the #*@$ is this guy?_

_What is he doing on my timeline?_

It was fairly disheartening for a newbie.

But, aside from the hostility and immaturity, he had a point.

He had no idea who I was, and why I was on his timeline.

At the time, many Facebook users were new to receiving ads in their accounts.

He is what we call _cold traffic._

That is an extra hurdle to cross when trying to sell someone a book, or a course, or your service.

Contrast that with _warm traffic._

With warm traffic, someone the person trusts recommends you to them.

The situation is completely different.

They are past the stage of… _who is this guy?_

They have moved to the question…

_Do I want what he is trying to share or sell_?

I would have done things differently had I known then what I do now.

I still deal in cold traffic a little (very little).

Most of my focus now is on warm traffic.

I do that by connecting with influencers and building rapport with their audiences.

And the best way to connect with influencers (and meet their audiences) all in one shot is virtual summits.

I still have a couple of spots open for the pilot of my virtual summit workshop, Summit Lab.

It is a six-week live course (you get the recordings) to help you host a virtual summit and start building your connections and email list.

The pilot is a small, tight-knit group with lots of opportunity for interaction and feedback.

If that interests you, check out the details here.

https://www.summitlab.io [https://raybrehm.krtra.com/c/vAVX7YZi9PXc/DGoV]

_Leap. Love. Grow._

RAY BREHM

P.S. The pilot is 50% off that future course price tag. It includes coaching and other things the course will not have in the future.

https://www.summitlab.io [https://raybrehm.krtra.com/c/vAVX7YZi9PXc/DGoV]

9 Free Books – Today Only

*** For More: Check out our podcast https://ray.fm ***

Hi Blog,

These nine bestsellers are free today only.

* Mindset Makeover – Som Bathla * Start. _Create an Online Business That’s Easy, Fun and Profitable_ – Lise Cartwright * Master Your Time in 10 Minutes A Day – Michal Stawicki * and 6 others…

This promotion is a compilation of bestselling books on thinking creatively, building habits, making permanent changes, building confidence, changing your mindset, mastering your time and other great books.

So, if you like books on personal development and boosting your brain power, you have 9 amazing titles to download for FREE.

THEY ARE FREE TODAY ONLY!

Check them out here and have a great Saturday!

https://sombathla.lpages.co/freejointpromoaug21/ [https://raybrehm.krtra.com/c/VZ3vP8lfdydT/DGoV]​

_Leap. Love. Grow._

RAY BREHM

OMG… The sky is falling!

*** For More: Check out our podcast https://ray.fm ***

Hi Blog,

There seems to be a consistent pattern now developing.

Nearly every few months, Amazon changes something.

It might be the algorithm, it might be simply a cosmetic change.

It doesn’t always affect you, but…

_They_ will make it sound like it does.

Who are _they?_

The Amazon gurus who make sales to authors only on ads or the Amazon algorithm.

They will say something like:

_OMG… The sky is falling! __Amazon changed this thing, so you need this…_

They suggest it is time for you to panic (and buy more instruction).

Don’t panic.

I speak from experience.

I was there, always worried that Amazon would make or break my career.

If you feel it too, you are not alone.

But it doesn’t have to be that way:

* There is a reason publishers ask how big your audience is before they take authors on. * There is a reason many influencers have books ranked the same as yours, but seem to still fly high on the business side of things.

The reason is _Audience Centric Authorship._

When you engage and control your audience, neither Amazon nor anyone else controls your fate.

That is the subject of today’s podcast.

HTTPS://RAY.FM/013 [https://raybrehm.krtra.com/c/HuNo7hbgcYCp/DGoV]

(THIS IS THE APPLE PODCASTS LOCATION)

[20286678_162343623252GPodcast_Cover_for_Email.png] [https://raybrehm.krtra.com/c/PXQgecOpqoXc/DGoV]​

If you do listen, and like it, please consider leaving a review. 🙂

_Leap. Love. Grow._

RAY BREHM

P.S. You can also listen to the podcast on my site: https://podcast.raybrehm.com [https://raybrehm.krtra.com/c/jafb4eLqWma4/DGoV].

P.P.S. Moving authors to Audience Centric Authorship is the whole reason I created Summit Lab, and you can be part of the pilot program here:

https://www.summitlab.io [https://raybrehm.krtra.com/c/EiuPNYj0GClF/DGoV]

The Cryptocurrency for Authors

*** For More: Check out our podcast https://ray.fm ***

Hi Blog,

By now, you have probably heard the term cryptocurrency.

Some examples are Bitcoin, Ethereum and XRP.

You may not even understand it that well.

Even if you do, there is always so much more to learn.

But the basic reason behind the rise of cryptocurrency is decentralization.

No one person or entity controls the supply, and hence the value of the currency itself.

Most countries use a Central Banking system for their currency, including the US.

In a nutshell, that means a group of unelected bureaucrats controls the financial system.

They can print more money, change interest rates, etc…

All which affects the value of money, and many times who gets it first before it is devalued.

CRYPTOCURRENCY REMOVES THAT CONTROL. (as long as it is not a central bank created)

Bitcoin, for example, has a finite number of coins that will ever be created.

That means no central authority can devalue it.

The only way to get Bitcoin is to buy some, or mine it.

Mining is confusing, but basically it means if you let your computer’s CPU power process algorithms for Bitcoin, you are awarded Bitcoin.

Anyone can do that.

There is no gatekeeper.

It is truly a free money system, albeit there are plenty of growing pains and lots of interference from the status quo Central Banking system.

THE BEAUTY OF UNDERSTANDING ALL THAT IS, YOU HAVE AT YOUR DISPOSAL A TYPE OF CRYPTOCURRENCY AS AN AUTHOR.

This author cryptocurrency is extremely valuable, and you can in effect mine it yourself.

The more of this currency you have, the more it helps you meet and work with other influencers in your niche.

It will help you sell more books.

It will help you build businesses around your books.

And unlike Bitcoin, or fiat currencies like the US dollar…

WHEN YOU USE IT YOU DON’T LOSE IT.

You can spend it today and spend it again tomorrow.

_The Cryptocurrency of Authors is your email list._

It can cost nothing to “mine” (ie build a list).

The larger you build your list, the more access you will have to influencers and partnerships.

It will help you with your books.

It will help you with the business around your books.

And no one controls how valuable it is or how large you can build it, except you.

Truly a free enterprise system.

And the best way to rapidly build your email list?

A virtual summit.

If you are interested in hosting a summit (or even wondering why you should), check out my one-time pilot program here.

https://www.summitlab.io [https://raybrehm.krtra.com/c/5XTze86aqiXc/DGoV]

_Leap. Love. Grow._

RAY BREHM

P.S. The pilot (though it includes coaching and other things the course will not have in the future) is 50% off that future course price tag.

https://www.summitlab.io [https://raybrehm.krtra.com/c/5XTze86aqiXc/DGoV]

Why only running ads for your book is like treading water

*** For More: Check out our podcast https://ray.fm ***

Hi Blog,

When I was growing up, I used to take my swimming lessons at The Eastgate Coliseum, in Mayfield Heights, Ohio.

Later they tore it down and now I believe the spot hosts a Target and a Starbucks.

But back in the day, it was a completely old school swimming complex.

When you walked in, you were immediately immersed in the fine, musky aroma of chlorine and mildew.

And the lessons were not for the faint of heart.

I don’t think they let parents into the inner room (the pool area).

Once you got inside, you were on your own.

And there was no questioning what you had to do in your lessons. Today’s whining social justice warriors wouldn’t make it through one lesson.

Without fail, we ended every lesson with a minimum of 20 minutes of treading water.

Though you knew it strengthened you as a swimmer, that 20 minutes was torture.

You are treading water one foot away from the edge, but you can’t touch it.

The struggle and exhaustion almost always started immediately.

But the worst part was…

IT WAS ABSOLUTELY BORING.

If you were running a race or something similar meant to strengthen you, it may be painful, but you can focus on the runner in front of you.

You can focus on strategy.

Treading water is different.

If you can get through one minute, the next minute is waiting for you.

And the next minute is more boring than the last minute.

By the time we stopped going to lessons (sometime in Junior High), treading water was a 45 minute ordeal.

I can see the reason for that. It made me a strong swimmer.

But when it comes to other things, treading water is not a great strategy.

Take your book and its long-term aspirations.

Most gurus and courses teach you to tread water with ads.

Ads are about convincing a cold audience to invest in you.

They do work, but slowly, and you only make a little headway toward building a relationship.

You make one sale for 99¢ or $2.99, and then you have to start all over and try to make the next cold sale.

The whole exercise is transactional in nature.

RUNNING ADS IS LIKE TREADING WATER, JUST TRYING TO SURVIVE FOR THE NEXT MINUTE.

When you focus instead on audience building, you are focusing on building relationships.

That is why building an email list and connecting with other influencers is so very important.

Influencers can send their audiences to you, and in doing so, they are implying an endorsement.

We call this endorsement a warm lead.

Warm leads are the fastest way to build audiences.

Building audiences is the best way to build the business around your book.

Then you can stop treading water with ads in the hope something will catch on.

Full disclosure. I am not against running ads for your book.

I am just against YOU running ads and thinking that is the thing that will move the needle.

For most authors, it will not.

Ads are transactional in nature.

To build an audience, you need to make your connections relational.

There are many ways to build warm audiences.

One of the best ways to do that is an interactive virtual summit.

If you are interested in hosting a summit (or even wondering why you should), check out my one-time pilot program here.

https://www.summitlab.io [https://raybrehm.krtra.com/c/XFC0stfDBpCp/DGoV]

_Leap. Love. Grow._

RAY BREHM

P.S. The pilot (though it includes coaching and other things the course will not have in the future) is 50% off what the course will cost later.

And it ain’t much.

In fact, one of my new _pilot summiteers_ emailed me to tell me _”This is a no-brainer.”_

https://www.summitlab.io [https://raybrehm.krtra.com/c/XFC0stfDBpCp/DGoV]

I used subliminal messaging to get my dream job

*** For More: Check out our podcast https://ray.fm ***

Hi Blog,

True story.

Back in the day, I was miserable.

I was a Cobol programmer who sat in a 4×4 cube, and every minute of every day was painful.

I lived for the weekends, only to tell every new person I met how much I hated my job.

Then I discovered there existed positions for technical sales guys called sales engineers (or some name variation thereof).

I found a dream position and applied.

It was an average January day in Phoenix (80 degrees Fahrenheit) when I flew to Boston for the interview.

Boston was 40 below zero.

A brisk 120 degree change in temperature.

My interview focused on my ability to deliver a technical presentation (using PowerPoint) in front of my potential future manager, and another techie.

Peers are always the toughest to present to.

For added pressure, I decided I was going to show them my personality, and live or die by the result.

If they didn’t like my personality, it wouldn’t be a good fit anyway.

But this was my dream job, so I put off the decision to insert a little humor into my presentation until game time.

The time change, sleeping in a hotel, and the anticipation of the presentation were of little help for a good night’s sleep.

_If I looked tired, would my joke seem funny?_

The next morning, I got to the interview, set up the PowerPoint presentation and my laptop.

It was go time.

_Should I bail on the joke?_

I would never forgive myself if I did.

I moved to slide 1, which included my name and the title of the presentation.

_Here we go…just do it. _

I said,

_“I AM REQUIRED BY LAW TO TELL YOU THAT THIS PRESENTATION INCLUDES SOME SUBLIMINAL MESSAGING.”_

Patience is key to this.

The two of them looked at each other, perplexed, and then back at me.

I felt kinda like Mel Gibson in Braveheart, where he tells his troops to…

_Hold……Hold…._

They had to be the ones to ask.

Then they did.

Bonnie (my prospective boss), said,

_“Can you tell us what you mean by that?”_

I had practiced the timing on this, but you never know with PowerPoint.

Sometimes you can double tap a slide, especially when you are nervous.

I moved slowly (but kind of fast) from slide 1, to slide 2 and then to slide 3.

The pace was perfect.

Passing slide 2 direct to slide 3 was meant to mimic a subliminal message.

Slide 3 showed the normal presentation, but that quick, deliberate view of slide 2 revealed only two words in red…

_Hire Ray_

There was a millisecond of deafening silence…

Then they burst out laughing.

And I knew I had the job.

The rest of the interview and my presentation was a formality because I had created a bond with them, was willing to share my true personality and created authority around my confidence in presenting technical subjects with PowerPoint (especially using humor).

That moment changed my life and put me into my dream job at the time.

I realize now, I had that same feeling the day after my very first virtual summit ended.

The many points of contact helped me bond with attendees and the authority I built by interviewing expert after expert, gave me the confidence to make my core offer immediately after the summit.

And it worked like gangbusters.

That is what a virtual summit can do for you with your audience.

If you are interested in hosting a summit (or even wondering why you should), check it out here.

https://www.summitlab.io [https://raybrehm.krtra.com/c/i8bLQFKZpSXc/DGoV]

_Leap. Love. Grow._

RAY BREHM

P.S. The pilot (though it includes coaching and other things the course will not have in the future) is 50% off of the future investment this week.

And it ain’t much.

In fact, one of my new _pilot-teers_ just emailed me to tell me _”This is a no-brainer.”_

https://www.summitlab.io [https://raybrehm.krtra.com/c/i8bLQFKZpSXc/DGoV]

The one thing they don’t teach online business owners but should

*** For More: Check out our podcast https://ray.fm ***

Hi Blog,

Before my online life, I had a career in tech, then sales, and finally as a real estate property manager.

I had real estate investments, so starting a property management company seemed like a no-brainer.

But what pushed me over the top on that decision was something the franchise owner said to me during one of our meetings.

_“You get paid first, and it is recurring.”_

The tenant pays the rent; you collect it, take your percentage as manager and pass the rest on to the property owner.

And it is automatic… ie. recurring.

This is an important focus for authors.

What a lot of online gurus teach is to give, give, give and hope to get paid last.

Recurring income should be one cornerstone of your author business, of any business. And royalties alone rarely ever suffice.

The sooner you start getting paid regularly, the sooner your motivation has a strong foundation.

In nearly every industry, it is much easier to sell to someone who has already bought from you than to acquire a new customer.

That is the topic of my interview with Stu McLaren.

He is the master of recurring income and memberships.

And it is much easier than you think.

This is all in today’s episode of Book Profit Secrets.

HTTPS://RAY.FM/012 [https://raybrehm.krtra.com/c/dAzVDSEQFvdT/DGoV]

(THIS IS THE APPLE PODCASTS LOCATION)

[20286678_162343623252GPodcast_Cover_for_Email.png] [https://raybrehm.krtra.com/c/nzEuvRYimQCp/DGoV]​

If you do listen, and like it, please consider leaving a review. 🙂

_Leap. Love. Grow._

RAY BREHM

P.S. By the way, getting a guy like Stu’s time for an interview is not an easy thing to do. Here, I opened that door using one of the connection strategies I will teach in my upcoming SUMMIT LAB.

I am opening enrollment for the pilot version of the course on Monday.

A pilot offers some great benefits, like more interaction with me and personalization for you.

Stay tuned.

P.P.S. You can also listen to the podcast on my site: https://podcast.raybrehm.com [https://raybrehm.krtra.com/c/6uDGrj2b7OXc/DGoV].

Are you the Bob Evans (or Cracker Barrel) of your niche?

*** For More: Check out our podcast https://ray.fm ***

Hi Blog,

When I was little, we used to travel and camp fairly frequently.

We started out with this orange pop-top van.

We called it the Orange Buffalo.

Many of our trips were 24 hour drives from Cleveland, Ohio to Tampa, Florida.

One thing that happened without fail is my dad would always be on the lookout to stay the night near a Bob Evans restaurant.

He loved breakfast, and he knew he could get exactly what he wanted there.

Between Bob Evans and Cracker Barrel, I learned to love breakfast…

* eggs over easy * hash browns * bacon “extra crisp” (that was my mom’s thing) * and grits…

There is always comfort in knowing what to expect when you enter a restaurant.

The same is true for books.

When I read a book I like, I want to read more from that author if it is available.

So I immediately look at their other books if they have any.

If they don’t, I will move on…

…and probably not check back later.

There are a tremendous amount of distractions available to our potential readers.

So, if we don’t have the next thing ready for them, we may lose them for good.

The next thing could be another book, or a course, or simply a way for them to opt into our list.

That is why I think our anthology books do so well, especially in pre-order, even before they are written.

People read book one in a series, and want more of it.

So, if a second book is available for purchase, even if it is not deliverable, people will order it as a placeholder or reminder.

When it gets delivered, it brings us back to the front of their minds once again.

That is why I love using the combination of pre-order and series.

Not sure what else to write about for your series?

Here is a tip I learned from a Ryan Deiss course.

Instead of writing one book, on say Social Media for Entrepreneurs, write four books.

_Facebook for Entrepreneurs,_

_Instagram for Entrepreneurs,_

_YouTube for Entrepreneurs_ and

_Twitter for Entrepreneurs._

Dividing one book up into a series also makes it easier for your reader to find the exact content he or she is looking for.

_Leap. Love. Grow._

RAY BREHM

P.S. We still have a few spots on The Entrepreneur Code, and it is guaranteed to be a bestseller on Amazon. That series is the perfect example of this Bob Evans effect. We sell copies just by putting the new books up on pre-order.

If that is of interest, read more about the contribution and enrollment here:

https://www.co-author.me [https://raybrehm.krtra.com/c/BaR8LkmDqelF/DGoV]

How to sell 287 books without a book description or ads

*** For More: Check out our podcast https://ray.fm ***

Hi Blog,

These are the kind of statistics I love to see.

All organic, no trying to “game the Amazon Algorithm.”

Our current anthology, _THE WEALTH CODE_, exceeds all expectations…

and we just barely started.

It is released this coming Tuesday, but has been for sale on Amazon pre-order for a while.

Keep in mind, most published books (Amazon has over 6 million) fail to sell more than 200 copies in their lifetime.

But _The Wealth Code_ had sold over 287 before I even added a proper description.

It had a one-sentence description of learning the secrets of prosperity, and we ran zero ads (until yesterday).

But it was selling nonetheless.

_Why?_

There are many reasons, but here are a few:

* It is the third book in a series of similar books. * Being part of a series gives it some of the best marketing space on Amazon (at no cost). * The series is all anthologies, and anytime one author mentions his or her book, the entire series gets exposure.

I remember scrambling to make sales when I was first starting out, and wanting instant results.

And that can happen with the right marketing, but nothing beats hitting the pre-order publish button and making sales just because it is available out there.

That is part of a long-term organic process as an author.

Yesterday, I finally turned on three Bookbub Ads (only three) for _The Wealth Code_, and we hit Bestseller almost instantly because we already had natural organic momentum.

In fact, we have barely begun our standard launch marketing (that starts next week).

Even better, the fourth book in the series, _THE ENTREPRENEUR CODE_, has already sold 144 copies (and our authors haven’t even turned their chapters in yet).

Like _The Wealth Code_, it is on pre-order (to be released October 26th), with a three-sentence description, and no ads.

This is the beauty of building an organic author platform, and not chasing the algorithm (like many gurus will tell you to do).

Using a series really helps, and having more books to your name really helps.

That takes time, but is so worth it.

So, hang in there, the long haul is when it gets really fun.

_Leap. Love. Grow._

RAY BREHM

P.S. We still have a few spots on The Entrepreneur Code, and it is guaranteed to be a bestseller on Amazon. If that is of interest, read more about the contribution and enrollment here:

https://www.co-author.me [https://raybrehm.krtra.com/c/PsZ3qDFHbpXc/DGoV]

P.P.S. Here is a link to _The Wealth Code_. If you want to see what using a series looks like, then click on _The Entrepreneur Code_ from the series to see how skimpy the page is right now, yet still making sales…

https://ray.fm/wealthcode [https://raybrehm.krtra.com/c/UiEqQJrd9Fa4/DGoV]