SPS 041: Using Books to Drive Product Launches with Danny Iny
There needs to be a driving force behind product launches. Danny Iny has found that using books is the perfect driver. Danny is the founder of Mirasee, the host of the Business Reimagined Podcast, and bestselling author of multiple books including Engagement from Scratch!, The Audience Revolution, and Teach and Grow Rich. He is also the creator of the Audience Business Masterclass and Course Builder’s Laboratory which has graduated over 5000 value driven entrepreneurs.
Danny is on top of his game, and a great friend of mine. He doesn’t lose sight of the importance of impact and making a difference in people’s lives. Today, we talk about mistakes Danny made with his very first book. The tactics he used to write and market his official first book, and the importance of creating value for everyone you are involved with from readers to customers and collaborators.
You can find Danny here:
Show Notes
[01:37] Danny's actual first book was a book about writing published in 2006. It' a self-published book and Danny knew nothing about marketing. The lesson learned from this book was that he needed to learn about marketing.
[03:13] In 2011, he published Engagement from Scratch! this was a compilation book about building engagement with your audience.
[04:00] This book was about building an audience when you don't have one. This book put Danny on the map and grew his initial audience.
[05:36] His co-authors were people who had an audience and reach that he worked hard to build a relationship with. These people are rock stars now and it helped Danny build his reach.
[06:40] Danny was guest posting everywhere. His pitch invited people to contribute a chapter.
[10:32] When asking present what is in it for them and be honest about it.
[11:27] His strategy was to glean knowledge and get extra promotion from his guest authors for the book. He also sent each co-author two or three copies.
[13:03] Measuring up against expectations of people who help you out.
[14:40] The large amount of people who get a book deal and then don't deliver.
[15:17] With self-published books, you can control everything.
[16:32] How giving away free books actually boosted sales and helped Danny's career.
[18:13] Having a book support team of people with an audience.
[20:01] If people download a book from your website, you can reach out to them. Danny told his list he was available for podcast interviews.
[23:59] Using the book itself as part of the prelaunch process.
[25:04] People look at thin
