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Jan. 28, 2021

197: How to Increase Your Influence With a 100-Page Book [Mike Capuzzi Interview]

197: How to Increase Your Influence With a 100-Page Book [Mike Capuzzi Interview]

Have you ever wondered about how you can build influence by writing a book? 

Have you ever thought about writing a book but the process seems to be overwhelming and you simply don't have enough time in the day?

This episode is for you!

I am joined today by best-selling author of The 100-Page Book, Mike Capuzzi, a prolific author who also helps business owners and entrepreneurs write and market their books.

In this interview we discuss:

  • The power of helping before selling and why books enable you to market and sell at a more sophisticated level.
  • The unique advantages of short, helpful books (shooks) and why often a short book is a smarter strategy than a traditional book.
  • The essential ingredients to authoring an effective shook.

Key Highlights

[03:59] Introduction of Podcast Guest, Mike Capuzzi

[07:25] How Mike's Journey to Using Books to Increase His Influence Started

[12:03] Concept of Using Books in Increasing Influence
What is the idea of using books to increase my influence? How can books give me authority in the industry that I work in?

[13:33] What is a Book Centric Marketing Strategy

[14:53] Direct Response Book

[15:23] Is It Better to Have a Physical Book?

[17:06] Stories of Success

[25:51] Unique Advantages of Writing Short, But Helpful Books
Why writing shorter but helpful books is better than longer ones?

[29:06] The Essential Ingredients to Authorize an Effective, Smart, and Helpful Book

[32:27] Connect with Mike

[34:20] Summary

Notable Quotes

  • The power of being able to offer a book, a free book, specifically, is a strategy that is, you know, time tested
  • You promote the book as the solution to finding out more about how to solve that problem or to gain that advantage. 
  • I always share that example sort of as an example of that local influence by tapping into other people's customers and rings of influence. 
  • The book almost becomes part of this campaign, once it's published. It's something you can talk about, on your social channels, it's content, you can repurpose for your blog, it gives you an excuse to reach out to people.
  • And this is really a mistake a lot of authors make, they write a great book, they help the reader, but they don't give the reader what I call the next step. If someone is really into what you're sharing, they're naturally probably going to want more information from you, then they're going to want to know what the next step is. 
  • So it's really it's about speed, design, focus, and really taking the reader to what I call the next step. 
  • Just the process of writing a book allows you to sort of database and catalog your experiences and your expertise to put a framework behind it.

Reference Links for Mike Capuzzi:

Reference Links for Neal Schaffer:

Transcript

Neal Schaffer:

Are you looking to truly differentiate you in your business in 2021? To gain more influence in your market? Well, of course you are. That's why you're listening to this podcast. But are you looking for a really, really effective and easier than you think way in which you can sell at a more sophisticated level? I'm going to teach you all about how to do that, in this special interview on the next episode of The maximize your social influence podcast. Welcome to the maximize your social influence podcast with Neal Schaffer, where I help marketers, entrepreneurs, and business owners grow their businesses using innovative marketing techniques, leveraging the concept of digital influence throughout digital and social media. Hey, everybody, welcome to episode number 197 of the maximize your social influence podcast. Hey, last week, I talked about clubhouse and I said if you're available, come on, when I host a clubhouse room. And a lot of you actually took advantage of that opportunity. I want to thank you. In fact, it was such an interesting experiment. And I think invaluable because I got to know many of you better than I am going to be doing it again on this Monday and the date of this Monday. Because I don't know when you're going to be Listen to this. It's going to be Monday, February 1, we're going to do it at 9am. Pacific again, for our salon, as many of you that are there as possible. I had a chance to bring up a number of friends and podcast listeners on stage. And we all talked about well clubhouse. I guess we all talked about clubhouse. And when social networking sites that usually is the first thing that happens as I mentioned in that last podcast episode number 196, my initial thoughts on clubhouse, but I think that it helps some people that had gotten an invite, but thought it was a waste of time. or other people who just thought it was a lot of spam. A lot of people trying to sell you on things I think they began to see the light. It was an incredibly international hour. I had friends from the United States john lusher digital marketing expert out there in the East Coast together with Dan Nestle. Dan man, I've known him for more than a decade for my women's networking days, marketing director at Mitsubishi Heavy Industries. For a while former Edelman, we had Irene Koehler, who is a professor at San Francisco State University Professor of Marketing. We had Mr. Duffy, who is a social media marketing expert out of Dublin, Ireland, mae King, who you should know making. She's the queen of FOMO. And she speaks on that and is a heavy tweeter at a lot of conferences. And my friend Erica Kessler, who joined from Switzerland, and Erica is a LinkedIn expert, who does a lot of work in Switzerland and German speaking areas. I also had a friend Steven zielke, who was on the line from Germany. And my friend, Steven is the founder of the blobstore app. And in fact, if you were to go back into this podcast, way back when Episode Number 101, from the C, but c bit global conferences, introducing blob stuff, you'd be able to meet him. So I hope that gives you an idea. And there were more people I couldn't get everyone on stage as possible. But I hopefully that gives you a good idea as to the type of people that are on clubhouse and the type of people that you can learn from all these people are marketers slash entrepreneurs, as are you. So I really hope that you'll come and join me Monday, February 1, we'll start the new month off right at 9am. Pacific time. Alright, let's keep going here. So today's interview is with my friend Mike kaposi. Now, if you were listening to past episodes of the maximize your social influence podcast, you'll know that on episode number 180, I have my friend Josh Stein, Leon, and he talked about why every entrepreneur should publish a book. So Mike is going to talk about a similar subject but with a quite a different perspective. And I think the first thing to say about Mike is if you were to look him up on Amazon, in fact, you know what, I love to multitask while I record these podcasts. So let's look up my competency on Amazon, and you're going to find what I found. When I look for my competency. He is the author of the 100 page book, the business owners guide to self publishing a short customer attraction book. That will be the one I'm going to recommend to you. But that was in 2020 in 2019. He published the magic of short books in 2000 In 19, he almost he also published the high impact marketing manifesto in 2019. He also published Main Street author in 2019. He also published just do this simple tips to create a remarkable business. So Mike, basically, over the course of the last year and a half, has published four books. And it may sound crazy, but you know what, I've been publishing two to three blog posts a week. For the last several weeks, I've been recording this podcast weekly. And there's a lot of content creation going on. And what Mike has found is a system, a strategic system for doing this in a way that allows you to write a book strategically, in a lot more easier way than you might have thought possible. So we're going to talk about a few things, how books enable you to market and sell at a more sophisticated level, the unique advantage of short, helpful books, this is going to be a real strategic keyword for this episode, which he calls shocks and how the short books are a smart strategy than a traditional book and then the essential ingredients that go into offering an effective shock. So without further ado, here is my interview with Mike Kopecky. Hey, Mike, welcome to the Maximizer social influence podcast How you doing today?

Mike Capuzzi:

I'm doing great, Neil, thank you very much for this opportunity.

Neal Schaffer:

Hey, it's my pleasure. So for those of you listening, you know that well, several moons ago, I talked about my own experience of using the Publish Iser platform to launch the business of influence, which then became known as the age of influence. And more recently, I had my friend josh stein Lee on talking about how you can yield influence with a book. So today, I have my friend Mike cup with Xian, who and we are going to talk about the same subject, but with a different perspective that I think you're gonna find valuable. And if there's anything you can take away from, you know, it's only three of 190 episodes or so. But I truly believe that my own success was driven by the fact that early on, I wrote a book back in 2009, and a second book in 2011, and a third book in 2013. And me myself writing the age of influence, I've realized just the power of having a book, and how it helps you yield more influence both online and offline. So Mike, I know that this is this is what you do, right? Bite Size books. So what why don't we take a step back with how your journey with using books to increase not only your influence, but the influence of those that you serve? How did it all start? Thank

Mike Capuzzi:

you for that question. You know, I was in fifth. So honestly, way back when I actually hit with an engineering degree and did engineering for years went into the software industry. So as an employee at that time, and that 2122 years ago, I left corporate America, and started my own consulting company for software companies, and did that for a number of years, Neil, but, and this is during the.com days and the bubble and when all that kind of changed, I started moving towards more traditional local business owners to serve and help them with marketing. And this was about 2005 2006. And in 2007, I realized after I really started understanding the power of authority by being a published author of a book, I published my first book in 2007, and helped my first client in 2008 with publishing a book. And since then, I have authored, I don't know I'm up to 10, or 11, we call them shucks, short, helpful books, the type of book I write, and that I encourage my clients to write are shorter books meant to be read in about an hour. There. They are direct response books, we could talk more about that but And now for the last several years have been helping both local business owners, your doctors, your lawyers, your insurance agents, and those folks that serve those kind of business owners, software, CEOs, etc. publish these short helpful books to help help a specific reader with a specific problem or challenge and then connect the dots to the author as a solution.

Neal Schaffer:

So what so when you wrote your first book, I mean, what really drove you, you were, you know, doing marketing consulting, so similar to me, and probably many who listened to this podcast, and that was 2007. So it's funny because when I wrote my first book in 2009, I thought I was really early on in self publishing, I used a company called books thirds, which Amazon used to own before they merged it with CreateSpace, which is now Kindle Direct Publishing. But What went through your mind then about

Mike Capuzzi:

Well, it's interesting because the first book I published was actually a compilation book, an anthology style book, it was called dream Inc, I NC, and I got a so I'm in the Philadelphia, Pennsylvania area, and I was able to connect with 32 business owners, entrepreneurs, executives, and They told their story about actually most they weren't executives. They're all business owners. So it was that's the end stream. He was about starting your own business, and actually had an beiler who founded enhanced pretzels. I don't know if you've heard of them, but any Anne's pretzels Yeah, she was in my area I reached out to her, she wrote the foreword. Neato. Cobain wrote a real nice blurb about it. And I really did it, Neil, because also at that time, when I when I migrated my business towards more Main Street, I actually started a local marketing group. And I ran that for about five years before selling it and had literally 1000s of business owners come through the doors, it was a physical in person meeting every month. And in order to attract those people, those business owners, I felt a book and that book, I was in Investor's Business Daily, I was on TV shows, I was on radio shows, after writing the book and publishing it gave me sort of a platform to attract business owners into my group.

Neal Schaffer:

Got a really good and I remember, here in Orange County, California, as well, back in 2008, and 2009, when I started blogging, that those in person that were there was a boom in that, because social media still isn't where it is that day, but people are just realizing the power in networking. And there was an explosion of networking groups here too. So that's, that's really fascinating. And tapping into the power of others as well. Right helped me write that book. So okay, so I think that when you wrote that first book, that you had the objective of bringing more people into, you know, that in person group, but you also had this idea of helping before selling, right. And I know that I was a guest on your podcast, as well, you talked about how books enable you to market and sell at a very, very sophisticated level, because so can you for those listening that are still on the sideline, or maybe they've started writing their book, and, and they want to get to that next level can can, you know, we start thinking about those concepts?

Mike Capuzzi:

Well, let's, let's go back over 100 years, Neil, in my research, and again, remember, I have an engineer brain. So I'm a researcher, analyst type person, by nature. So when I started really studying the power of books, in the in a marketing context, right, not not talking about your autobiography, or that kind of book, I'm talking about a book that's meant to help somebody with a very specific challenge. And they're looking for a solution to that challenge. My study I, I found books from the late 1800s, Neil, that were offered as free books, in publications, magazines, and such back in the day, to basically do lead generation. So yeah, so this concept of using books goes way back way back before Facebook, way back before email before the internet. And I have literally, you know, countless number of old ads and such, Charlie Atlas offered a book. So this power, the power of being able to offer a book, a free book, specifically, is a strategy that is, you know, time tested. And by offering a book as sort of that first introduction point, Neil, it's a different type of strategy than what a lot of business owners do, and marketers do, which is, Hey, I have a product or service, here's what this product service does. And here's how to get it right. So that's how a lot of traditional marketers market, when you have a book and you do what I call a book centric marketing strategy, you promote the book as the solution to finding out more about how to solve that problem or to gain that advantage. So it's a completely different way of marketing, which in my opinion, really does allow you to a differentiate yourself and be market at a higher and more sophisticated level, because you're not just talking like, you know, let's let's take a dentist, for example, you know, all dental marketing tends to look the same, have white teeth, you know, that, blah, blah, blah. But if you can now instead market your, your, your practice by offering a free book on x, y, z, it's just a different way of tapping the market. And because it's different, it tends to get more attention.

Neal Schaffer:

Yeah, I think my background is b2b, and I think b2b marketers that are listening, get that, right, that that offering value, and I think if you think about it, I guess you could say it's one big lead magnet. So we're not looking at books, we're not looking at selling books to make money. We're not even looking at selling books inserted to yield more influence, although you will, but as a lead generation vehicle, and therefore if we can get our books into the hands of potential clients, after them reading the book, they would naturally want to contact us and that should be the content we should write that does that. So

Mike Capuzzi:

I call that I mean, my background is a direct response marketing. So I call that a direct response book. It's it's a very specific form. formula. So again, it's you know, I love books, I love traditional books, fiction, nonfiction, they all have their place. But what we're talking about here specifically is a direct response book that takes about an hour to read. So those two combinations that the formula and the amount of time to read it, yeah, it's it's a, it's a unique type of book. And yeah, a lead magnet is a great way to describe it.

Neal Schaffer:

But it's not Yeah, and I'd say most ebooks are, you know, two to 5000 words, they're more like five or 10 minutes, right. So this is obviously more substantial. And I suppose another way looking at it also is a physical book, and therefore, it appears on the greatest search engine for books of the mind, right?

Mike Capuzzi:

We, that is, without a doubt, our primary format is print. So we want all of our authors to have the book they can hand out, autograph, etc. It's very hard to autograph a PDF or an audio book, but we also do audiobooks and, and digital Kindle books, etc. But yeah, without a doubt, this is about a physical book that can be shared. And really, the beauty of doing that, you know, having a physical book, especially for more traditional businesses, what I call Main Street businesses, they have some unique opportunities that a lot of other types of business owners don't have in the way they can market their books.

Neal Schaffer:

Because they can just tap into the local entity rightly

Mike Capuzzi:

so we found without a doubt, one of the most powerful ways a local business owner, now local author is just by sharing their book in other you know, what I call strategic partners, businesses. So you know, a chiropractor could have his or her book in a, you know, in a yoga studio, or a gym or physical therapists office. So that local network is a very unique strategy to the local business owner,

Neal Schaffer:

and then tapping into local spheres of influence. And I love it that that makes a lot of sense. So can you share any and I know you yourself, I mean, you've been extremely successful with this strategy. Can you share some stories of because you've been doing this a while have have some businesses that you work with and some of the impact that they've seen.

Mike Capuzzi:

So one example that I love sharing, because, you know, this gentleman was a unfortunately he's passed away recently, a longtime client of mine, he was what we call he was what they call holistic dentists, a Mercury free dentist, which means he does not use any sort of mercury or fluoride. So it's a very unique type of dentistry. And he wrote a shook a short helpful book on that I'm looking at right now it's called are your teeth toxic, and it's all about the notion of if you have silver amalgams in your teeth, they have they exude Mercury, there's mercury in those, at least the old traditional ones, I'm not a dentist, but you know that this is what the book was all about. And it really talked about the dangers of mercury in your mouth and what that can do. So what he did, he wrote this book. And immediately I encouraged him to get to start placing this, she had this local network, you know, her food stores, yoga studios, kind of examples I gave him that, you know, people that were interested in a healthy mouth would probably tend to go so they had more health oriented, you know, customers and he placed his shook as a free book offer, you can literally grab it at his little display cases. And within the first 30 days of doing that Neil he's got I think, was either three or four new patients that he would have never had otherwise. And each new patient is worth at on a minimum of several $1,000 to his practice, so that I always share that example sort of as an example of that local influence by tapping into other people's customers and rings of influence. Another example is a this this guy is very cool. He's a young guy. He's still in the airforce. He's an F 16 fighter pilot. He's now an instructor. So he's, he used to use flew combat missions overseas. He's now an instructor in the US. So young guy, you know, just I love it, you know everything about what he represents. But he also has, so he's still in the Air Force, but he also has a real estate investment company. And he wanted to write a book. So he came to us to write a short book, and he helps folks invest in apartment building. So I don't know this business, but you know, you invest in apartment, they fix it up, they flip it, etc, etc. And the other unique thing that's very unique is that he only wants to work with fighter pilots and commercial pilots. That's his niche, so he could talk their language. There's enough of them out there that he can have a nice business. So we crafted a show called single seat investor. single seat is a fighter pilot terminology. They're single seat planes. And I forget he just sent it to me, but like in the first 30 or 60 days, they Oh, by the way, he was looking for investors. That's what the whole point of the show was about first 30 or 60 days of using his shook premise already getting his own newsletter promoting and social media, he generated over $350,000 that he attributed to two people, investors that came through the book for, you know, investments in his, you know, his his apartment. So you know, again, the speed now, he's a marketer. So he got that book, and literally started using it everywhere and was really able to generate some powerful thing. And then one last quick story, and then I'll, I'll be quiet. No, these are great. But another really neat example. And this has turned into a multi six figure business for this author. One of my clients is an elder law attorney here in Pennsylvania. And she had already published several books in the past. And she came to me saying, Listen, I want to do a book on Alzheimer's disease and dementia, which is obviously, you know, growing concern here in the US. And we broke it down. And we decided, instead of writing one traditional book, which again, we don't typically do, we slice and dice the content, Neal into three short books to on Alzheimer's disease, one for the person diagnosed one for the person who has to give care. And then the third book was specifically on dementia. There's some differences there. So it had it was worth its own shock. And she has been using them very successfully. Now, at the time, they were doing in person seminars, she did, she does very successfully, obviously, with the COVID thing, she has gone virtual. And now he's doing a lot of things through zooms and webinars. But what she also didn't do, which is very interesting, and it's only for, you know, a smaller group of people, she also has a program where she helps other elder law attorneys. So she was able then to leverage those three shooks and allow other elder law attorneys around the country to license them and essentially be a co author with her. So they were written in such a way that these other attorneys could use them as lead magnets for their practice, and not have to go through the time and energy of actually writing a book on these three different topics. So that's turned into a very nice business for her leveraging her shucks.

Neal Schaffer:

That's fascinating. I think that, like I said, we've had others talk about the power of a book. And I think, you know that one thing that we forget, because I know there's a lot of digital and social media marketers that are listening this as well, is the book almost becomes part of like this campaign, once it's published. It's something you can talk about, on your social channels, it's content, you can repurpose for your blog, it gives you an excuse to reach out to people like I reached out to you, Mike, to be on your podcast, as well as if you do help a reporter out, which is something we talked about last time of, hey, I've written a book on the topic, it really does give you this authority, and it's a natural. I don't know what the word is a natural shot of influence of credibility that others still see. And you know, there's always been a debate, do I need to write a book to be successful industry? You don't. But I do believe the few that Do you know, see those benefits? As you pointed out? I'm sure you'd agree with what I say. Yeah. And

Mike Capuzzi:

I would say I was just talking to a gentleman yesterday, Neil, very successful business owners sold his insurance agency for gobs of money. Basically his he calls it semi retired. And in his semi retirement, now, he wrote books back in the day for his agency. But he's now a owner of a junior hockey team in Canada. He's also the owner of a local Main Street barber shop. And he's also now starting a very high level program for seven and eight figure business owners and marketers and executives and such. Well. He's already written a book for his barber shop. He's already written a book. No, I just talked to him yesterday, this blew me away. I was interviewing for my podcast, he already wrote a book for his hockey team, for other hockey coaches. And he wants to talk to me about how he can do this, this new book for this new program. But what he said, which is what I want to share, he said, Mike, I am looking for people who read I he said readers or leaders before his new program, and he said I want the CEO like, level person who's probably reading other books to want to read my book. And that differentiation. I mean, the fact of the matter is, you know, if you really look at readers, book readers, there's several demographics and psychographics about them that tend to allow for, you know, a higher level conversation then say, you know, a lot of respects that traditional consumer, not across the board, but in his case, like I said, he's looking for a CEO level person. And he knows most CEO level people probably are reading books, so that's what he's going to use.

Neal Schaffer:

Yeah, no, that's a great point. So you brought up the term shock. I want to dig a little bit deeper into That. So for the listeners, if you're thinking that you want to write a book I've given you this is the third of three resources. So I talked earlier and I'm going to put it in the show notes. The episode where I interviewed the Constantine publish Iser of the open marketplace where you already have an audience, you crowdsource you, you plan on writing the book, you feel you can do it on your own. And it's a self serve way of doing it, right. The other one, and I talked about Josh timely, and his program, where he'll handhold, you for 12 months, I think it's a 12 month process and help you write that book and all the things we talked about on my interview with him. So you are very, very different, Mike, and that you have this concept of a short, hopeful book. And I think that that appeals to a lot of people who may think, well, I don't have time to write a book, or how am I going to come up with all that content? So can you tell the audience listening, the unique advantages of writing a shorter but helpful book? And why a shorter book is often a smarter strategy than writing a tradition? Yeah.

Mike Capuzzi:

Well, yeah, thank you for that question. Because it really does allow me to shine a light. Again, I love traditional books, I mean, your book that I just read recently, your most recent book, that's more of a traditional book, it took me longer than an hour to read. But that's, I love that, right? They all serve their purpose, right. And, you know, that's, that's, that's fine. What we do is we craft these direct response books, I mean, they are sales tools, first and foremost. So this is not about, you know, again, sharing your autobiography, though, I suppose you could write an autobiographical book, that's not what it's about. So it's all about speed. It's all about time. So whereas you mentioned that the other gentleman you interviewed was about 12 month program, our typical author can get their ship done in about eight to 12 weeks. And that's the same hand holding a to z program, we work with them directly, I work with them directly. And you know, we craft the ship that makes sense for what they're trying to do. So speed, they are designed a bit differently, they're a little smaller, so we don't use a very traditional trim size. So our trim size is a little different, meaning it just, it's a little bit of a pattern interrupt, they whereas most I don't know what your latest book was probably 60 70,000 words, maybe more, you know, our strokes, some are usually somewhere between 10 to 15,000 words, again, that's about an hour and I'm content. And my my six things, there you go. And again, because they are direct response books, Neil, and this is really a mistake a lot of authors make, they write a great book, they help the reader, but they don't give the reader what I call the next step, you know how, if someone is really into what you're sharing, they're naturally probably going to want more information from you, then they're going to want to know what the next step is. So these shooks are embedded with different calls to action, for someone who's not quite ready to maybe take the big leap of whatever it is you're promoting in the book, or then the person who's ready to go. So we typically offer two pathways built into a shock, to get the reader to take action and ultimately become a customer, client, student, patient, whatever. So it's really it's about speed, design, focus, and really taking the reader to what I call the next step.

Neal Schaffer:

I think that's really smart. I'll be completely honest, that, you know, my books are more, I guess I'm approaching it from a thought leader perspective. So and so I don't have that next step. Right, for better or worse. And but but I do see a lot of successful authors even that are thought leaders will say, hey, go here to get the bonus material. And just easy way to acquire email addresses your readers, right, and then take the conversation further. So I think that's really smart if you're going to write a book to design it in a way that leads to that. So I think that's I think that's brilliant. So you know whether someone wanted to work with you, or they wanted to try this on their 10,000 15,000 words, I think 10 blog posts, maybe I can get Yeah, maybe Yeah, yeah, right. So what would you recommend? And I think we probably covered you know, some of these aspects, the essential ingredients to authorize an effective, smart, helpful book or shock now speaking your language.

Mike Capuzzi:

Well, listen, this goes for any kind of really marketing, collateral, any kind of marketing asset. First of all, we always start with the who I always say, who's the who, right. So you've got to give some intentional thought, and who you trying to write this book for? Again, it really needs that focus because Neil's you know, you and I both know, in this day and age, you know, if you are just kind of trying to say everybody should be my customer, everybody should be my reader, you're probably going to fail at that. And focus specific content is I believe where it's at. So who are you looking to be your reader, then it comes down to, you know, what I call the, you know, the Chicago The big idea, what am I trying to convey with my book? What? What do I want to share. So that's, you know, that's going to attract your reader with a specific concept that they want more information about. And then it's really about bite sized content, hence the name of our publishing company bite size books, it's about just chopping that into slicing and dicing it into small helpful chunks. These are not meant to be the A dizzy tome on what it is you can do, right? I don't know about you. But I know the more books I try to read, there's a lot of books I don't finish these days. So this is about Listen, the promise of a one hour read. And at the end, here's the next step. You know, that really is, you know, that formula. And again, the physical design is an important part. But, you know, that's a little bit more simplistic, but it all combines into a book that should be readable and then actionable in about an hour.

Neal Schaffer:

Yeah, that's great. It's funny, just when we think about influence, because that's what podcast is about. And we think of influencers and, you know, I give the examples of the youtubers and instagramers and tick talkers that no one's ever heard of, but your kids have heard of, I find a similar thing with Amazon and Amazon authors that there I mean, my, your, your I mean, congratulations, your latest book has been like number one, on what small business marketing for several weeks, right? I mean, you are an absolute influencer in that space where people may not even know but but I have definitely seen from my own books, that success comes from that silent audience that may not be engaging with you on on social, but their book readers right, there is the end. It's a huge community. And it's often a very, very influential community of business leaders, as I have found out so I think that's really, really good advice. And, and I guess, you know, for those of you listening, yeah, you could repurpose blog posts. And if you want to write a book, you don't have a blog post start blogging, I mean, that would be the easiest way to help you develop your voice. But I think you offer a very, very attractive formula for people that want to get something out there because as you said, you you have a two to three month program or if you were to blog, a weekly post for three months, you're there so I think that's really good. Hopefully it gives a lot of people confidence that they can do this. So Mike, I'm sure that a lot of my listeners that you know that want to go down this route will be very interested in in pinging you and seeing how you might be able to help them so how can my listeners, you know, check out your service and just get in touch with you I

Mike Capuzzi:

appreciate you mentioning my my latest book, it's the 100 page book. And we're going on our third month, and it's still a number one bestseller. And this wasn't even really, it came sort of as a shock even though I was a little bit more intentional with this one, to try to really leverage Amazon better. But they were going into our third month in several categories is the number one best seller. So you know, the 100 page book literally Neil outlines everything we do for clients. So if somebody is a do it yourselfer, go check it out. It's it's, you know, a great little book, and it'll give you the specific recipe that we use. But if you want to check out bite sized, you know, with a D bite sized books calm, they can learn about our various publishing programs. And I have a podcast called the main street author podcast, which you were kind enough to be a guest on. And yeah, you can get in Michael cousy.com is also my my traditional main site.

Neal Schaffer:

And I'm not going to promise everyone's going to become a number one bestseller like, Mike, that's listening. But I do want I want you to put this all in perspective, right? So you know, I'm looking right now live on Amazon for the age of influence. And right now it is ranked number 58. In social media for business, I can tell you, if you get a number one ranking in an influential category, like Mike has, that's a lot of books that are going out the door that has influence. So I know that you might have been thinking at the beginning, well, I want to learn more about how to become more influential on Instagram or LinkedIn. But I appreciate your listening to the end. Because I think that this might actually help you achieve the greatest business influence, especially using the formula that Mike gave us. So Mike, thank you so much for sharing all of your experience and wisdom with us. And I hope listeners if this is the path you want to pursue, that you'll reach out to Mike he's a great guy. And he obviously, you know, talks the talk and walks the walk and as a best seller himself. So thanks,

Mike Capuzzi:

thank you very much.

Neal Schaffer:

I hope that you enjoyed that interview. And I hope that I tell everyone, everyone has a great book to write. And I think Mike really nailed down the process and the strategy to allow anyone to get a book out there. You know, you don't make a million dollars off the book. But you might be able to bring in a client worth a million dollars from a book. And that's really what it's about. But you know, just going through the process of writing a book, and you're talking to someone I mean, I've published four books I'm, I'm conceptualizing my fifth book. I'm hopefully a few weeks away from starting to ping publishers with a book proposal, but just the process of writing a book allows you to sort of database and catalog your experiences and your expertise to put a framework behind it. And that is going to allow you to actually more easily create the other content that you need for for your digital marketing. But the art of having a book means you can reach out to people for interviews while you're writing the book. And then there's so many things you can do to promote it by reaching out to even more people like podcasts like I did when I was featured on 100 different podcasts and well that's Episode Number 175 why I'm investing time and being interviewed 100 from podcasts that I highly recommend that you listen to. So that's my recommendation for this week's episode. I also want to thank you all for all of your your comments, your ratings on Apple, wherever you listen to this podcast, it really means a lot to me, it's what keeps me going in is the fuel in my own little personal engine inside my brain. So thank you. I also want to give a shout out to all those people in the world around the world who keep my this podcast in the top rankings, whether it is the United States, Canada, Australia, really, really cycas those are obviously three of the four biggest places where you listen to English podcasts outside of the UK, my friends in Ireland, New Zealand, Hong Kong, Finland, Taiwan, Kuwait and Nigeria. Thank you. Thank you. Thank you. Please make sure you keep subscribing. Every other week we do you have interviews I'm in the process now of recording interviews that are going to be aired starting in mid February. So you know with each iteration of this podcast just more and more really influential and interesting people are reaching out to me and I'm really psyched for these upcoming interviews so make sure you stay tuned. I also want to give a shout out for those of you that have also subscribed to the school of influence podcast the second podcast that I recently launched with my friend and fellow influencer marketing author and Professor Amanda Russell. So hope you'll check that out as well. And man, that's way too many calls to action for one podcast. Oh, but it stopped there. Wherever you are in the world. Make it a great virtual day. Bye bye everybody and SEO nada