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Ready to write your bestseller? Learn the secrets of success…

How To Start Writing Your Book
According to a survey done by USA Today, 82% of Americans want to write a book. Statistically speaking, that means: You hope to write a book someday You’re already writing a book (Or maybe you’ve already written a book.) Wherever you are in the process, like most authors, you probably have some important questions: How do I get started writing my book? How can I write a great book in less time? How can I fit writing into my busy schedule? How can I quickly overcome writers block? How long should it take to write a book? How do I know when my book is ready for publishers? What are best practices for working with editors? What should I look for in a freelance writer or ghostwriter? My name is Arielle Ford, and I’d like to share some important author success secrets with you… Incredibly effective techniques, writing methods and time-saving tips that bestselling authors use to write their books.


How do I know so much? In addition to being the author of eight books myself, I’ve been in the publishing industry for 25+ years. In fact, I’ve been called “America’s #1 Book Publicist.” That title was given to me years ago by Deepak Chopra, bestselling author, and a former client of mine. Of course, as an author and former literary agent, I also have years of experience working with major publishing houses and industry-renowned editors. Not to mention the decades I’ve spent working with a long list of extremely successful authors, including Jack Canfield, Mark Victor Hansen, Wayne Dyer, Deepak Chopra, Debbie Ford, Don Miguel Ruiz, Neale Donald Walsch, and many others. The fact is, in my 25+ years in the publishing industry, I’ve had the great honor of learning about the book writing process from the industry’s most successful authors, editors, and publishers. Through my years of experience, I’ve learned how successful authors write bestselling books in the best possible way, and in the least amount of time. I’m going to share those secrets with you in this eBook and in the accompanying video interview with my business partner, Mike Koenigs. In case you don’t know Mike, he’s the guy who’s spent years working with bestselling authors like Tim Ferriss, 2-time #1 New York Times bestselling author, Dan Kennedy, Bill Glazer, Harvey Mackay, and many others. If you haven’t yet watched it, I urge you to watch his in-depth interview, “How To Start Writing Your Book,” which you can access on the following page.


Click this image, or the link below, to watch the FREE video interview with my business partner, Mike Koenigs, a successful author/speaker/expert in his own rite, on “How To Start Writing Your Book” Click here to watch the video In this video interview, Mike reveals the tips, techniques and methods successful authors use to write great books in the least amount of time. He also shares important insights on: how to get started writing your book how to overcome writers block best practices for building a support system (what every author needs!) how to keep yourself motivated throughout the process best ways to work with collaborators, editors, and ghostwriters … and so much more!


Look, I’m not going to lie to you—writing a great book is not something successful authors typically do overnight. The process takes time, and a good deal of commitment. However, I will tell you from experience that the rewards of being a successful author far outweigh any challenges you may encounter during the book writing process. Given that you downloaded this eBook, I’m going to assume that you are either a new author, or aspire to become one. Most of you, I imagine, are thinking about writing a book, but have yet to take the steps necessary to get your message out into the world. Before you take your first step, you need to take some time to really think about what you want, when and why you want it, and how you intend to get there. The following is a guide to help you kick start your dreams and explore the discovery phase of your journey toward becoming a bestselling author: Is now the time to write your book? Writing a book requires a significant commitment of time and energy. Before you decide to pursue this path, it’s a good idea to take a look at your life right now. Can you make that kind of space for your book over the next 2 – 3 years? During that time, you’ll be expected not only to write your book, but also to dedicate yourself to marketing and promoting your book in every conceivable way. If you are caring for a sick parent or child, struggling with a personal crisis, or making other major life changes, you may want to take some time to assess whether now is the right time for your book.

If you are facing life challenges, but you are determined to pursue your book nonetheless, I strongly suggest creating a plan for yourself that accounts for those challenges and pinpoints areas of your life where you can get help. Whatever your situation, I highly recommend reading The Best Year of Your Life by bestselling author Debbie Ford, who also happens to be my sister. In addition to putting you in a success mindset, Debbie’s book will help you create a realistic plan for accomplishing your dream of becoming an author. Two other books I recommend reading are The Seven Spiritual Laws of Success by Dr. Deepak Chopra and The Success Principles by Jack Canfield. Why do you want to write this book? People write books for many different, equally valid reasons. It’s important to be brutally honest with yourself about why you want to author this particular book.  If your book will act as your business card and help to advance a new or existing career or business, get clear on that.  If you are driven by the idea of seeing your name on the New York Times bestsellers list, begin with that idea in mind.  If you feel your message will help people, or make the world a better place, own that as your primary mission. The goal here is to understand what is driving you to write this particular book. This exercise is NOT about judging your reasons for writing a book, but rather, understanding your ultimate goal—knowing precisely what you intend to accomplish with this book. I can tell you from experience that the most successful authors I know are


on a mission. They all dedicated years and years to sharing their expertise with the world before they saw the kind of success they enjoy today. When faced with challenges, they persevere for one simple reason—they feel compelled to keep going. Their mission is bigger than they are, so they continue working toward their goal because they must. Being on a mission can be a powerful asset. It not only sets you apart, it allows you to enjoy every step of what may be a long and winding journey. What kind of book do you plan on writing? This is an important question for several reasons, one of which is that it will determine your process. For prescriptive nonfiction, which includes How-To books, you will need to build a solid platform and write a killer book proposal before you write the actual book. (The Platinum version of my Everything You Should Know course includes complete details on how to navigate that entire process, including how to write a great book proposal, get an agent and publisher, and much more.) For narrative nonfiction, such as memoirs, as well as fiction, having a platform is typically less important (although it never hurts!). For these genres, top-notch writing and storytelling are, however, paramount. Keep in mind that my experience (and my Everything You Should Know course) centers primarily around authors of prescriptive nonfiction books, which include a wide array of topics, from self-help to How-To, personal growth and spirituality. Are you writing a book as an expert, or as a reporter, where you’ll need to do research? Your answer to this question determines how much preparation you will need to do, both for your book proposal and your book.


If you are embarking on a project that requires extensive research, you will want to factor that into your timeline. Depending on your topic and the amount of research needed, agents and publishers may want you to complete most, if not all, of your research before they are willing to seriously evaluate your book proposal. Do you have sufficient experience and skill to write this book on your own, or will you need help? Different authors have different answers to this question. Fortunately, there are a few good options to consider, based on your goals, needs and desires. You want to author a book, but you don’t like writing, and/or don’t think you’re a good enough writer… To some, authoring a book is about sharing their unique message with the world—but not writing the book themselves. If this sounds like you, you can find ghostwriters and/or freelance editors whom you can hire to take your message and craft it into a well-written book. My business partner, Mike Koenigs, an author who has worked with a long list of bestselling authors, shares insights on best practices for working with ghostwriters and freelance writers in his “How To Start Writing Your Book” video interview. If you haven’t yet seen it, I recommend you do so now clicking here. You already have writing experience, and want to write your own book… If you do want to write the book yourself, keep in mind that the writing will need to be engaging and professional—and that crafting a wellwritten book proposal, and certainly an entire book, will take many months and numerous rewrites. That said, it can be a rich and rewarding experience for those inclined toward writing as a craft.


At several points in your writing process, you will need to be prepared to work with an editor. Every published author, including selfpublished authors, eventually recognizes the value of working with professional editors. In addition to making you a better writer, they will bring a fresh perspective and seasoned eye to your work, and be sure the final product is one that publishers—and readers—will clamor for. Before working with an editor, it’s a great idea to join a writers group. By working with fellow writers you trust, you will learn how to receive criticism in a constructive way, which is an experience that will make your time working with editors far more productive. You want to write the book, but are unsure about doing it alone… In this case, you may want to find a collaborator who can help you complete the entire project, from the research to the writing (of both the book proposal and the book). This can be a useful arrangement in several ways. You (and your book) may benefit from collaborating with someone who has complementary expertise. Plus, with two equally dedicated collaborators, you may also be able to complete the project faster. That said, you need to consider potential collaborators very carefully. Think of the partnership as a marriage, of sorts. You will need to be compatible, and able to work together during stressful periods, like challenging deadlines. Make sure you are working with someone you like (you will be spending a lot of time together), respect and understand. To begin the process of finding a collaborator, I suggest making a list of qualities and values you would like your collaborator to have. This will help you get very clear on the kind of person you would like to work with, what this person will contribute to your book, and more. Be aware also that collaboration can come in all shapes and sizes. Typically, a full collaboration is a 50/50 partnership, which ideally


means both the workload and all revenue brought in by the book are split evenly down the middle. In these cases, both people are generally listed as co-authors on the book cover. WHICHEVER AUTHOR PATH YOU CHOOSE, MAKE SURE TO KEEP THIS WITHIN REACH…  My Golden Rolodex of Industry Contacts, which you receive when you purchase my Everything You Should Know Platinum course. It contains names, numbers and emails of people you will need throughout your process, from ghostwriters and editors, to media contacts and more. This listing will be useful regardless of which author path you choose. I recommend perusing through it at the beginning, middle AND end of your book process so you can take advantage of these valuable resources whenever you need them. Last (but certainly not least), create a detailed timeline for your book project. Wayne Dyer, Jack Canfield and many other success-oriented gurus talk about acting “As If.” It’s a strategy many successful authors use—one that I have found instrumental in my own career. To act “as if,” you begin by imagining that you have already achieved your goal. You then create a very clear picture in your mind of what that achievement looks and feels like. Then you work from that place to create specific, measurable goals for yourself. Determine when you’d like to be done with your book, and then create a timeline from that point backward. For example, let’s say you want to be a traditionally-published author working with a successful agent and major publisher four years from today. Start with that specific date, and then work backwards to create a schedule


of when you’ll need to accomplish what.


Keep in mind, if you are going the traditional publishing route—literary agent, big publisher, etc.—you will NOT have nearly as much control over the ultimate publishing timeline as you may like, but setting these goals will help keep you on track. Creating a specific, action-oriented plan will also keep you in a deadline-driven mindset, which is a fundamental reality every author must navigate successfully. (Note: For more detailed information about acting “As If,” which I have found to be a powerful way to manifest your dreams, watch my video interview on Publicity & Promotion in the Everything You Should Know course. Toward the end of that video, I explain in detail how I have used the Law of Attraction in my own career, and how you can apply it to your own to achieve the success you deserve.) Don’t forget to believe in yourself and your dreams… The journey ahead of you is an exciting and important one, one that will require a great deal of commitment and perseverance. Every author I’ve ever known has faced numerous rejections and disappointments in their careers. The successful ones are so dedicated to their message and their mission that they simply refuse to give up! I urge you to create a special support network that you can call on during this process, people who know you well, people who believe in your dream as much (or more) than you do. Find people who will propel you forward even when you’re tempted to surrender, and be sure to stay in touch with them throughout your process.


Becoming a successful author is an exciting journey that will ultimately enrich your life in many new and different ways. Whatever twists and turns you may encounter on that journey—and I assure you, every bestselling author experiences them as well—stay true to your mission and know that success will come at the right time, and in the right way. In the meantime, make sure to continue taking advantage of the many valuable resources available at Everything You Should Know! Talk soon, Arielle Ford

How To Start Writing Your Book
An Interview with Mike Koenigs, Author/Speaker, Co-Owner of Everything You Should Know, and Internet book marketing guru



Hi, my name is Wyndham Wood. I'm excited to be here with Mike Koenigs, co-owner of Everything You Should about Publishing, Publicity, Promotion and Building A Platform. We're here today to talk about how to start writing a book. Many of you already know Arielle Ford as the woman Deepak Chopra called America's #1 book publicist, a bestselling author herself. Well, it's no accident that Arielle partnered with Mike Koenigs all those years ago. What many of you may not yet know is that Mike has been busy working with some of the biggest bestselling authors on the market for years and years.

Let's take a look at some of the author's Mike has worked with:  Tim Ferriss, 2-time #1 NYT bestselling author of The 4-Hour Work Week and The 4-Hour Body  Bill Glazer, author of Outrageous Advertising  Dan Kennedy, author of The Ultimate Sales Letter and others  Harvey Mackay, bestselling author of Swim with the Sharks without Being Eaten Alive and Use Your Head to Get Your Foot in the Door


Mike and Tony Robbins

Mike and Bill Glazer

Mike and Mark Victor Hansen

Mike and Harvey Mackay

Mike and Jorge Cruise

Mike and Robert Allen

The truth is, successful authors like these routinely seek out Mike and pay him six figures for a single day of his time. They do that because Mike's internet book launch campaigns are legendary—not only landing authors on bestseller lists fast, but also giving authors a simple way to sell tons of books online with minimal effort over the long term. Mike, in fact, is an author himself and I believe he has an exciting news, but I'll let him share that. We're here today to talk about how to start writing a book. It's a question we get a lot here at Everything You Should Know. That’s why we’re doing this interview, so you can learn all the insider tips and techniques for mastering the process before you even start. So you can write your next bestseller in the best possible way. Keep in mind, Mike's a very busy guy. He also owns and runs an 8-figure business and only has time to work with a very select few authors each year, if that. That's why I'm so thrilled to be here and be able to steal a little bit of his time today and share his knowledge with you. Welcome Mike, it's great to see you! Mike: Wyndham: Mike: Hey, thanks a lot. It's nice to be here in my own studio. And a great studio at that! Thank you. So we’re going to be talking about how to start writing a book and of course, Arielle is my business partner. She couldn’t be here in the studio today but you've graciously agreed to be here, which is awesome. I'm glad to be here! So the bottom line is, this is all about how to start writing a book, which, as you said, is the number one question we get here. We’ve got a lot of people who are trying to


Wyndham: Mike:

figure out how to build a platform, how to get known and recognized for their expertise. But also, people are trying to figure out how to write a book that people actually want to read. And a huge part of this is really psychology. People think that they have to have some magic bullet, but it has more to do with their internal psychology than anything else. Before we get into this, I’ll share the news you alluded to, which is that I just signed on with an agent and major publisher myself. I'm co-authoring a book with my good friend Gay Hendricks. I've been working with authors now for almost ten years. My wife's a twice-published author, and I’ve been working with authors, launching and marketing books for authors. Now I’m finally getting my own book published, and I'm really excited about that. Wyndham: Mike: That’s great! So I feel competent and also in integrity to be here talking about it because again, I've been writing for a long, long time and am now being published, so that’s good. Absolutely. Okay, let’s get things started. I'll be sharing both my own knowledge and also I interviewed Arielle about some of the content. Plus we've interviewed literally dozens of other authors to put this material together today. Let's start by talking about the process. There are three major stages: planning, preparation and discipline.


Wyndham: Mike:


Each has its own piece to it and we'll be talking about those today. We'll also talk about how to know when is the right time to start writing your book. Plus, as you alluded to, we’ll share tips from bestselling authors and a senior editor at a big New York publisher about how to make the process as effective as possible. Mike: Yes, so maybe the place to begin here is with the planning segment. That’s the early work of figuring out what your book is all about. It's really an intentional exercise more than anything. The preparation is what do you need to do mentally and physically, how to stay inspired, how to come out with chapter titles, it’s something my very good friend Brendon Burchard and I were just talking about a couple of weeks ago. And he successfully pushed his book to New York Times #1 bestseller status twice in a row. His first book was called Life’s Golden Ticket. He's got some really interesting insights that he shared with me that I'm going to pass along as well. Another thing to consider in the preparation stage is which experts to interview, what kind of resources you need. The goal is to get prepared and make the right writing process easier. My good friend Brian Tracy, who's written, I believe, forty or more books. I can't remember the exact number, but it’s a lot. Gay Hendricks has written 34 and I spent a ton of time interviewing them all. The bottom line with all those authors and Arielle as well, is that everyone has a formula that they follow over and over again.


Finally, the other side is the discipline, which is what kind of reflexes do you need to develop to make your book into a reality. This is really the hardest part of writing a book for just about anyone. I'll begin by talking about Arielle’s second book, which was Hot Chocolate for the Mystical Soul. The first thing she did was write a mission statement. That's what she wrote and it really propelled her and kept her focused. Her mission statement was that she wanted to write a book that was filled with inspiring, uplifting, mystical stories about, in her case, angels, miracles and healings, which really makes sense because her genre is typically heartcentered work, spiritual-centered work. In her case, she followed the Chicken Soup for the Soul format. Now, as a publicist, she had represented Canfield, Jack Canfield and Mark Victor Hansen with the Chicken Soup series. But what she found, like everyone, is that everyday practical obstacles can stand in her way. And for Arielle, fitness is a huge part of who she is. Staying in shape is a big part of her day-to-day life. She has remarkable relationship with her husband Brian and that of course is important. The challenge, as most writers discover, was finding time to write her book. What she did, and continues to do, is set aside three to four hours every Saturday or Sunday afternoon. That’s her writing time, and she sits down with very specific outcomes in mind. And that’s the big thing—every author I know is really, really good at setting aside that time. They have to be, or they would never finish a book.



Absolutely. The universal problem is that we all have too much to do and not enough time. That means every second of writing time is precious. So let's say I sit down today and I'm ready to start my book. What's the first thing I should do?



Okay, well I'm going to back up a bit and assume that you’ve already written your book proposal like we talk about in the Everything You Should Know course. I’m going to assume you’ve built a platform, and you have a market and a publisher for your book. If you're going the self-published route, your platform is at least as critical as it is for traditional publishing. The biggest mistake most authors make is writing their book first. They don’t realize that before they write their book, they need to build their platform, then write their book proposal. Writing the entire book comes after all of that. With that said, I'm going to assume that everyone is going through the Everything You Should Know course, and understands the book business and how they're actually going to make money. This will be a shameless plug, but I’ll just look to the camera and say, make sure that you’ve studied that course. If you haven’t already, go to EverythingYouShouldKnow.com, and at least read that page and learn about some of the biggest roadblocks authors face. Having said that, let’s say you really are ready to start writing your book. Most authors will tell you to pick a space for writing, a sacred space. That’s something that Arielle talks about. One of her friends uses a yellow scarf that she ties on the doorknob of her office. That yellow scarf lets her children and husband know that she’s writing, and needs not to be disturbed. It’s her way of

establishing a writing schedule and saying to her family, “I need you to respect that time.” Another great author that Arielle worked with is Jon Gordon. For his first book, Energy Addict, Jon actually wrote from 5-7 a.m. and from 8-10 p.m. Right now, he's making seven figures a year as an author, speaker and expert. Creating a predictable environment and schedule is first and foremost what every successful author understands and does. Dan Kennedy is a great example. That guy cranks out a minimum of four books a year, plus he does three monthly newsletters, contributes to several blogs, creates products and he speaks and has paying clients. He's ruthless with himself about when he writes and again, I would say every single successful author I've ever heard of has a very, very, specific method that they use to stay disciplined. Wyndham: One interesting example is Laura Munson, one of the NYT bestselling authors Arielle interviews in the Everything You Should Know course. Laura gets up in the morning and does her social media, her blog, sets up her speaking engagements, and exercises. Then she actually goes down to her basement office to write. And she has a computer down there that has no Internet access and that’s where she writes. Mike: Wyndham: Mike: Dan Kennedy does the same thing. Not being interrupted is a very, very, important thing. No question about it. And we'll talk about that in more detail. Okay, good.




First, are there any other tips and techniques you can share about bestselling authors and how they structure their time? Yes. Most authors have a fixed time of day when they write. This is something that I talked to Arielle about. Let’s look at Deepak Chopra as an example. I couldn't even tell you how many books he's written, but he cranks out a lot of books. That guy is a content machine and if anyone follows him on Twitter, he is the most active Twitter guy I know, and it’s all him. He writes his own tweets. He wakes up very early, and between 4 and 9am, he meditates, exercises and writes. He also writes on airplanes. Debbie Ford, now she's interesting. She writes from 3 to 5 a.m. and on Sunday afternoons. Debbie has a very busy, very active mind. She writes from 3 to 5 a.m. because that’s when her mind feels quiet, when she can focus, and the words can come through her. What I find is, I actually like to write in a couple different environments. I have a boat, so I like going down to my boat and writing down there. That’s a really sacred spot for me. But I have a methodology that I used, which is basically demand focus. In other words, I am very, very deliberate on what my outcome is and I create essentially simulated deadlines. I’ll talk more about that process in a bit. First, though, let me summarize what we’ve covered so far. It really comes down to environment, that’s number one. The next one is timing. Those are two big components of discipline.



Great. Now in terms of disruptions, what are some good ways that authors can eliminate disruptions while they are writing? Well I think you mentioned what Laura Munson does and I think that’s really, really smart. I would say that nobody can write if they’ve got their cell phone on, if they’re checking their mobile text, they’re checking email and they have other distractions like email and magazines, unless they are inspirational. Now another really, really important thing is making sure that you’ve got consequences for not writing or not writing enough. So this is an example of creating consequences. Let me just say that I know people on both sides of the political fence that use this. Here's what their strategy is. One friend of Debbie Ford's is a hardcore Liberal Democrat. I cannot mention her name here, but she forces herself to write ten pages per week. And her deal with herself and her writing support group is that she has to write a check to the Republican Party for $500 every time she misses her deadline. Another person I know does basically the same thing, but from the other side of the political fence. When he doesn’t hit a personal goal, and he does this for fitness and for writing articles and books, he has to donate to Planned Parenthood. He's a Mormon, so you can read into that, and imagine how intensely he experiences the thought of having to write a check to Planned Parenthood. The bottom line is, he doesn’t miss deadlines. The other thing that I think is important is to be held accountable, which is to declare what you are going to do and create a hard deadline inside your mind and also



declare that to people around you who will hold you accountable. So if you have a Mastermind group you belong to, if you can do buddy calls, some sort of negative consequence, those are all very motivating. For Debbie Ford, who is Arielle's sister, when she began her first book, she didn’t know where to begin. Her editor at Random House, Peter Guzzardi, told her to write a minimum of ten pages per week and send it to him—so no editing and just write. That can be a powerful technique for just getting yourself to write. I know copywriters who do the same thing. The goal is just getting your pencil moving, because getting physical and starting to move is probably the most important thing you can do. Don’t even worry about what's coming out. It's the movement that matters. So physiology is just as critical as getting your mind going. Where your body goes, your mind will follow. I think the key thing is, you have to commit to the creative process and just start writing. Even if you just created 10 pages a week, in three-quarters of a year, you're going to have to have the first draft of your book done and you'll figure out what book is going to come through you. That works for a lot of writers, but I tend to be more deliberate. I have a very specific outcome in mind—what I want people to learn and then I go backwards and I figure out what steps it takes to get there. And I try to incorporate as much storytelling as possible along the way. So I try to write using stories, which are very powerful.



Wyndham: Mike:

What about getting feedback? Let’s say you’ve gotten through that first draft. How do you go about that process? Okay, so I have a couple of rules about this, and again, this is not just my opinion here. These are Arielle's and also the other authors that we interviewed. So having said that, I think the biggest thing is, you’ve got to choose wisely whom you get feedback from. Because it's not unusual for you to ask ten different people, and get ten different responses. When you choose someone to read through your book, you want to pick wisely. You don’t want to choose people who are competitive with you or jealous of you. You need to make sure that they're supportive. They're not tied to your failure in any way. I think that's a good psychological thing. And when you're ready for feedback, you want to sit down with them and get feedback. Sometimes, the best time to get feedback isn't until after you’ve finished your first draft. And of course everyone is busy, so you’ve got to make sure that this person you’ve chosen to read your first draft is committed to reading the entire manuscript. One of my strategies for giving feedback is doing a video recording on my computer. I’m actually working with a ghost writer on an eBook for a documentary project called, “Life with Tesla.” He took the documentary and converted it in to an eBook and then we’ve got some supplemental content. So in this particular case, I'm the guy giving the feedback on my own book. But what I do is, I use a product called ScreenFlow on a Macintosh. It's like Camtasia. And to do feedback, I sit down with a microphone kind of like this one, which is a blue Yeti microphone and I record and

actually go through the whole book and I actually make edits and I comment on my edits as I'm going through them. The whole idea is, I do video feedback. I do that for other people who send me their books and want me to review them, too. I'll just comment, and that’s the way I make changes. So it's a good strategic thing and all I do is put that video on an unpublished or unlisted link on YouTube, so no one else could gain access to it but they can watch it in real time. Wyndham: Mike: Yes, you’ve sent me that kind of feedback and it's very helpful. And that brings us to another important topic, which is putting together a trusted advisor network. Trusted advisors are critical thinkers, people who aren't afraid to give you honest feedback. For me, they’re people I’ve had in my life for a long, long time. They’re a very valuable resource for me. When it comes to feedback, honesty can be a doubleedged sword. In other words, you might be in a position where either you're afraid to get feedback. Maybe you have honest feedback and you don’t know how to take it. So your other party is at a disadvantage because they know you might turn into a crazy person because you just can’t deal with the truth. So understanding how to deliver honest feedback without hurting people is very, very important. Arielle told me this story. It’s what is known as the sandwich technique. So basically, she tells her story about an actress friend of hers who got a picture taken that was unflattering. Arielle wanted to tell her that her teeth looked gray in the photo.


So she told her friend that she’s a very beautiful woman, and she deserves better, which was absolutely true. The bottom line is, you need to be really careful about how you deliver feedback, especially if you're dealing with someone who doesn’t know how to take critique. Getting back to the sandwich technique, it’s a really effective way to give feedback because the critique is much easier to digest. Here’s how it works: you open with something super, super positive and you begin with what you really, really love. Throughout, you have to be real and make sure you’re not being dishonest or inauthentic in what you say. And then you deliver the critical piece. The best criticism is something with a couple of options on how to fix it. Those are things that can really increase the quality of the work and quality of the book. And then finally, you end with something positive, so it's positive, negative, positive. It's the sandwich technique, and it has worked for me for many, many years. Wyndham: Mike: Absolutely and you're very good at it. Thanks. I know you’ve been around me, so you know that I can deliver very punchy feedback. I have to really be cautious about that because I prefer no sandwich. It’d be like, “Just tell me what you want to tell me. I can see this one coming a million miles away.” But for most people, it’s better to use the sandwich technique, which is alright.




I'm kind of the same way as you are, actually. appreciate the positive spins as well.

But I

I think also maybe this would be a good time for you to go through the ideas that we collected from a top editor in the industry. She has some really great ideas for creating an effective writing habit. Mike: Yes, her name is Liz Perle, and she's been a senior editor with several major New York publishers now for 25 years. Here are some of her big tips:  The first one, which every great author will agree with, is to make writing something you do daily.  You also want to write about a topic that you can add interest and value to—something that’s going to grab a broad audience. Diet books, for example, there's always room for another diet book and another system. That’s an evergreen topic.  Another tip she gave is that you want to be able to test your subject out on some friends and trusted advisors and people who can give you some really good solid feedback. If you test this out and you can tell that their eyes are glazing all over, well then you know that it's a wrong topic or something that just frankly isn’t the topic you should be talking about. One author who’s really good at picking the right topics is Tim Ferriss, a 2-time #1 NY Times bestselling author. He's a guy who's a complete immersive learner. When he wrote The 4-Hour Body, he made himself a living laboratory. He tested it all out on himself. He would literally wear medical devices and equipment. He spent

time out on the road. He actually monitored his blood levels, and his body’s response to everything he ate. He documented everything and he's not a PhD or doctor himself, but he surrounded himself with hundreds of experts and got their feedback. He got their support and held them accountable. He also created ridiculous deadlines for himself. He's a guy who likes to push himself to the limits, but the important thing here is his book, The 4-Hour Body, that we have on the desk over here. That book, in my opinion, is a masterpiece and I will just put in a personal plug. I did a bunch of interviewing with Tim on that book and you can go to 4hourbodybook.com, download the videos, download the interviews and just get a sense of how much this guy knows. This is going to date this video a little bit but he just signed a big deal with Amazon. I just saw the article today for The 4-Hour Chef, which is another interesting book. So Tim is, I would say, one of the most brilliant authors out there right now in the world. And even just the format he uses in his books, the formulas. He is a smart, smart guy and he tests a lot of stuff. He really knows his audience. He really knows his buyer and he writes for them. What he has also been able to do is borrow credentials because he himself isn’t credentialed, not in terms of having letters behind his name, but he's able to build credentials because he creates great stories. His body is a laboratory and he associates himself with remarkable people. So another thing that’s really valuable, this is something I do, is work on my writing with my iPhones while I'm driving, for example. I just put on the voice recorder and I have the recording transcribed. I also use the video recorder. I have a mount in my car so I can actually


dictate while I'm driving. I used a little product called Evernote that I'm able to write on my iPad or my iPhone on my computers and put notes in there and it synchronizes with any of my computers. I always have it and store my recordings in the cloud. I can access it from any computer anywhere so I never lose my notes.  That’s something I'll get back to, but it’s a tip both Arielle and Liz Perle discuss, which is, if you work full time, make sure you’ve got a resource or a tool you can use to quickly record the writing ideas that may come to you throughout your day.  What Liz Perle also suggests is to write for one hour per day and write two pages per day 7 days per week and that way, your first draft will be done in 5 or 6 months.  Another really important thing is to expect that you’ll rewrite your book again and again. In fact, can expect to rewrite your book maybe even two times. What Arielle says is that you can expect to do five passes and five full rewrites. And she says every author she knows has rewritten their book five times. So basically, here's what the five passes consist of: The first one is just getting your ideas down. The second pass is trimming the fat and making sure you have the right stories to support your ideas. What I’ve found is, you want to include facts, which is the left brain stuff. You also want to do stories, which is the right brain content. That way, you engage both sides of


the readers’ brain, ideally also including examples or exercises in there as well. The next rewrite is about making sure your content is in the right order. This is very, very important because again, I would say there are an enormous number of books that I read and it's like, if I had to turn that book into a blueprint, it would be virtually impossible. Most books aren't read or written in such a way that someone can just sit down and execute what's in there. It's not a how to. I guess, maybe you can expect that for 20 bucks or 15 bucks whether you’re buying the book for, but personally speaking, I'd like most books to be that way. And if you write your book that way, as a blueprint, it's easier to turn it into a course or product later on. You also need to examine whether you’re being repetitive, get rid of duplicate content, condense it or combine chapters, and reorder chapters or sections where needed. You're also going to remove what's not important. So that's the second pass. The third pass is to show it to a trusted friend or advisor, ask for their honest input, and ask them what's missing. What else do I need, what might be unclear and what isn’t needed. And then the fourth pass is where you actually get outside feedback, usually by showing it to a professional editor. I've seen a couple of marketers recently who basically make their manuscript available to people on their list, people in their database, to get feedback. And then the fifth pass is when you're going to take your editor's advice. It's at the point, after you’ve made those changes, that you should feel it’s ready.


So, the big thing here is to know that the book writing process, when done well, typically takes time. There are courses out there on how write your book in a weekend, or how to write your book in a month. I'm not saying that's not possible. I would suggest that a truly great book that's deserving of a New York Times bestseller status is going to take longer. Many might realistically take years of thought. It might only take a couple of months of execution. That's entirely possible. I saw Brendon Burchard do that and he's doing it again with his next book. He has slated himself to have his next book done inside of 60 days. He fully expects it to be another New York Times #1 bestseller, and he's got the chops to make that happen. That is a dirty word when you talk to New York publishers, by the way, to say that your goal is to be a bestseller. They never say that but that's the reality, that's the big prize everyone is looking for. I think that the key thing is, a great book takes time and what's important is to find a way to enjoy the process. Everyone I know who continues to be an author has figured out a way to make it interesting and fun at the same time. Okay, so that was an awful lot of information I just dumped on you. Wyndham: That's alright. It’s great information for writers to have. And the timing is something we should touch on here. When is a good time to start writing a book? Mike: Well, there's a great John Lennon quote which is, "Life is what happens when you're busy making other plans."


Basically, there is never a great time to write a book, just like there's never a great time to take a vacation if you're a busy person. If you're waiting for a perfect time, it's never going to happen. To complete your book, you've got to make writing a priority and that's what every successful author consistently does. They not only make it a priority for them, they make it clear to everyone around them, their family and friends and everyone else in their life. They make a hard commitment, they draw a line in the sand. They say, "This is when I want to have it done." And again, you don't have to commit to perfection. Done doesn’t mean perfect. Wyndham: Mike: Wyndham: Which is a great point, because for most writers, writing is an ongoing process anyway. Right. So let's say I’m ready to start writing a book. Let's say, I’ve created my sacred space. I've done my planning, my preparation. I've got a routine, and I’m disciplined about my writing. And then I sit down and writer’s block kicks in. We've touched a little bit on this already, but I know you have a lot more ideas about how to get through writer’s block. Mike: Sure, so I'm going to start by giving you some core content that Arielle wrote. It’s from an article on Huffington Post about overcoming writer's blocks. She interviewed a bunch of writers, and gathered a bunch of data from all of her bestselling author friends. Also, she combined her own tips and then I throw on a few in my own as well. So one of the things that she likes to do and what she gets some great feedback from is to create endorphins.


She’ll go for a walk, hike, swim, dance and she even says that sex is a great way to break that state. So anything to get out of your space and anything that you can do that will just break you out of your current state. Another one, this is something I completely agree with, she calls it "Going backwards to move forward." I personally take a pad with me everywhere. I have a Moleskine tablet that I carry around with me everywhere and personally, and it’s unlined. For whatever reason, I think of the unlined paper as having no boundaries, no barriers, and no borders, which helps to free my mind. There's a writer named Dan Roam. I really love his work, but he believes that every problem can be solved with a picture. And I think there's something really brilliant to that. So sometimes, what inspires is to start doodling and drawing. And drawing objects or diagrams that symbolize what I want to communicate and then I can write about it. I also have found that doing long hand outlines, I've actually written an entire chapter. I've written some of my best presentations completely long handed by drawing a few pictures and then I can think about what kind of images they are, what I have to display on a Keynote presentation that tell the story and then it’s easier to write about it. You know, stick figures are fine. You don’t have to be an artist to do this. Another technique for breaking writer’s block is to use your your less dominant hand. So write in left hand is another weird way to intentionally mix yourself up.


Now, here is another Arielle suggestion, which is what she calls the alter ego and that is to write something outrageous or she did it with say, "Sassy" and maybe on something that you wouldn't dare publish or treat your block as another identity and talk to it and through it. So, it's basically treating yourself as a third person. It's pretty interesting. So a lot of these are just little mind tricks to knock yourself out of where you are. Another really good method is to relocate. So, if you can write outdoors in a plane, in your couch, in bed. As I’ve talked about earlier, you can try using a digital recorder. One of my favorite places to write is at a great breakfast place. So, one of my favorite places to go to is a place called The Coffee Cup in La Jolla. Wyndham: Mike: Oh, I love that place. Yeah, it's kind of funky. You see interesting people and it's actually noisy but it's almost like a white noise. I can lose myself in there. First of all, I find the breakfast very inspiring and I just love breakfast. It's my favorite meal of the day. If I go on there with my Moleskine, I can just look around it gets me out of my head and into a present moment. I'm enjoying the smells and the tastes and it's a very tactical environment. Another thing that Arielle talks about and some other authors that have talked about is piece mealing it. For example, let’s say you have a basic outline for your book. You can skip to different segments or chapters. For me, I’ll go to Google images. So you go to images.Google.com, type in to any keyword and find pictures and you might get inspired by some images or pictures.


Just do some random Google searches. Usually you bump into some stuff that will knock you out of your head space. You just have to be careful to control your web time so you don’t get overly distracted. Another one is just writing junk. So, if you write anything, even from a different persona, write as though you can be like a Mickey Mouse or a Yogi Bear, writing it from a cartoon character. Take on and adapt different character that can help you get out of there. Here’s another Arielle tip for overcoming writer’s block, which is stimulating your senses—burning incense, lighting candles, drinking tea. Now, Arielle is a huge cat lover. So she'll spend time with her cats and again, getting connected to touch, being tactile, can help. She also mentioned something pretty funny, which is "digging through the crap," which is cleaning up the horse stall, maybe your cat box, whatever it is. Again, it's just getting out of your current space, just doing something totally different with your body. Wyndham: Absolutely. You talked about writing with a different voice. I remember reading an article about Frank McCourt some time ago. For years he struggled to write his book, what later turned into Angela's Ashes. And if I’m remembering this right, he was playing with his grandchildren and suddenly had the idea of writing the book from the voice of his child-like self. He sat down and started writing that way and the whole book just flowed from that point forward.




Yeah, that’s a good strategy. Here’s another one, this is one I use. I look for semirandom inspirational mechanisms. A thesaurus is really useful for doing word association. One technique I've seen some people use is sitting down with tarot cards. So, using the symbols. Aleister Crowley used that. I have a good friend, an author, who did that also. Another method is turning off your senses. So, if you're a meditator, that's a really good way, but Arielle would say, "Absence makes the mind grow stronger." So turning off TV, cutting yourself off from the media, any and all random interruptions. Those are big creativity blockers. Another big one is getting back to this idea of writing long hand. There are those who believe that computer and TV screens, especially if you write before you go to bed, looking at screens will interfere with your sleep patterns. I think it's related to beta waves. There’s a state of mind that can affect your creative abilities and also your sleep pattern. So, bottom line is any kind of media, TV, activity like that is not necessarily going to be positive. You're better off being in a reading or drawing or doing something and just disengaging. I think maybe the last thing is, for me, I happen to love the library. I find it I get inspired by just sifting through magazines in a bookstore. I have a strategy, a speed reading strategy and anyone who wants to, they can get the length if they go Freespeeedreadingsecrets.com. There's a little course I teach on speed reading, but what I've done in the past when I wanted to create a

presentation or write an article is go to a bookstore. I live right next to one. And I will go on the magazine shelf and I will just randomly walk in with what I call "newbie eyes or virgin eyes" and I look for colors and objects that grab my attention. It’s one of the ways I train my marketing mind to pay attention to what stands out. When something captures my attention, I ask myself why. The other thing that I will do is grab a stack of books and I use my speed-reading techniques and I literally read six, seven, eight books and get probably 60% to 80% of the content out of them inside of a 2.5 hour visit, in addition to the inspiration I get from magazines. If I walk into the bookstore with the intention to collect as much information on a topic or concept as possible, when I walk out, I can immediately start writing long hand. I get enough data and inspiration to make something happen. That said, I think it’s important not to beat yourself up for not having ideas, because once in a while life's just going to get in the way. And you're not going be perfect every time. Being a writer requires practice, discipline and diligence. Wyndham: Mike: Absolutely and there will be times when the kids are sick or life happens and you just can't write that day. Yes, totally, and that’s okay. Most of the time, though, it’s a matter of keeping yourself motivated. One great method for that is the celebration method. It's something that I learned in a mastermind group.


Here’s how it works: first of all, you figure out your end goal and then you celebrate the accomplishment in your mind as though it already happened. Let's say your goal is to write 30 pages of copy in the next 45 days. Before you begin, you think of a gift that you're going to give yourself when you're done writing all thirty pages. You then go there in your mind and experience the moment. You imagine the feeling of accomplishment you’ll feel when you give yourself that gift, which can be your favorite dessert, a night out with your spouse, a pair of new shoes, or a day of golf. It doesn’t matter what the gift is, as long as it’s something you’ll really enjoy. The idea is to have an intentional result and to know what the experience of achieving that result is going to feel like. By experiencing that feeling of accomplishment, you’re able to connect to your goal, to bring you closer to achieving it. It’s sort of like a magnet pulling you toward that destination. What happens to most people is, they don’t have a destination in mind. They never imagined what it will feel like or what it will be like, what it will smell like. When you know what it's going to be like and you're fully associated with that reward, you're creating that magnetic pull because there's a part of you that is already in fact there. It sounds like voodoo and magic, but it really works. Wyndham: Mike: Wyndham: Mike: It’s funny. I'm a New Yorker, I grew up in New York City, so I’ve always been sarcastic and cynical. Well, you're in California now. I'm in California now. Here in California, you get all the fuzzy bunnies and crystals and intentional stuff.




It's interesting, because after moving here, I started kind of thinking, "Okay I'm in California now.” I started reading books and learning about setting intentions, like you’re talking about. And I have to say, it’s amazing. I’m probably one of the biggest cynics of all time about this kind of stuff. But, it really is amazing when you really imagine the result how much easier it is to get there. Yeah, totally. Here’s another interesting thing I did for a little while. It’s called the "fake it until you make it" mentality, and there are a lot of big name authors out there who use it when they need to. One way to apply it is to mock up the cover of your book. Write down the name of your book, put your picture on it and print it on a colored printer and wrap it around another book. And have that in front of you as you write. You can even take a bestseller list and put your name on it. Deepak talks about building wealth and making money, so when you plant a seed in your mind, you need to water it, and visuals can be a great way to do that. That's something John Assaraf talks about also. He uses a vision board to keep himself on track and inspired. He tells the big story in “The Secret” about how he manifested the house he lives in now. He had a photo of a house on his vision board, and he didn’t realize the house on his board was in fact the house he bought until after the fact. I think one of his kids pointed it out. One of the strategies that you can use to create a vision board, or just to get focused on your goals is to go to Google images, and sift through all the things you want,


whether it’s stuff you want to own, things you want to feel, or places you want to visit. Just collect those pictures and put them on a PowerPoint slide or whatever and print that thing out—whatever you need to do to keep those images in front of you. Just create some form of inspiration and some sort of destination in your mind so you can plant that seed and start manifesting the process. Wyndham: Absolutely. Deepak also talks about the building wealth, how you plant the seed, you water it everyday but you also don’t go out and tug at the roots every night. You set your intentions, but you also need to trust that the process is happening the way it's supposed to. You stay focused on making it grow, and trust that it will happen at the right time. Right, because it doesn’t happen instantly. But it can happen a lot quicker than you would expect. Yeah, that's important. Tony Robbins says we overestimate what we can accomplish in a year, and underestimate what we can accomplish in 10 years. I actually think you can accomplish a huge amount in 3 years, if you’re very intentional about it. When I look at my own life, the things that I've accomplished inside of three years, it blows my mind. Now, in 10 years for sure but I'm not even the same person I was a year ago or two or three years ago, but I think it's a combination of leading an intentional life and focusing on outcomes. Also, a big part of writing a book is standing in a place of service. When you have a service mentality and you have


Mike: Wyndham: Mike:

your audience in mind or the one person you're writing to, you can write a much better book. Take Tim Ferris with The 4-Hour Body, for example. He wrote that book with his dad in mind. His dad was 60 or 80 pounds overweight when Tim wrote the book. Also one of Tim’s best friends, who when they were younger had always been in shape but ended up getting seriously out of shape by his thirties. Tim was really motivated to help his dad and best friend get healthy again. Tim had both of them in mind when he wrote the book. He was singularly focused on helping them. And it turned out his dad used some of the strategies and I remember because he lost over 60 pounds. Wyndham: Mike: Wyndham: Oh, that’s fantastic. From being unhealthy to getting very in a short period of time. Well, that leads us nicely into the next topic, which is just the psychology of the process. You've already talked about it somewhat, and this is something Marcia Wieder, America's #1 dream coaches, as she's known, talks about in the interview Arielle does with her in the Everything You Should Know course. But, if you can just kind of talk a little bit about the psychology of the process and how that impacts your writing. You know, it's interesting. I was actually just with Marcia last week at Keith Ferrazzi's house. He's another genius author, he wrote Never Eat Alone and Who's Got Your Back? They're exceptionally inspirational books, and I've modeled a lot of his philosophies in my own work. But anyway so Marcia is there with Keith, John Assaraf was there, Brian Tracy was there. Let's see, a guy name



Larry Winget was there, Chet Holmes was there. There were a ton of New York Times #1 bestselling authors in the room. Lots of big-name authors were there, and we were talking about the psychology of writing, the psychology of books, how the industry’s changing. Getting specifically to Marcia, she's got a really powerful psychology. The basic idea is, number one, accept that you're going to experience fear and self-doubt when you're writing your book or book proposal. So, never expect perfection right away. It's like creating a product. It's like being on video the first time, talking to a camera, whatever it happens to be. Accept the fact that the first time is probably going to be your worst. Once you acknowledge your emotions, you can leave that on the table and then move ahead and start accomplishing your goals. And it might also help you not only get more done but also to enjoy the process. If you kind of look at writing a book like this and you say, Okay, well here's the start of the journey. Here's the destination. There's going to be little milestones along the way. Give yourself permission and an opportunity, a reason to celebrate along the way. Arielle always says, when you finish the first chapter of your book, even though you're going to rewrite it four or five times, you want to celebrate that moment. And you might want to take pictures of yourself, reward yourself. One of the rewards I give myself is soft-serve ice cream from a place called Mr. Frosty. I go there when I want to celebrate a milestone, an accomplishment. Generally speaking, I don’t eat sugar or carbs, but for special occasions, I go down there and get a cup of vanilla soft served with Reese’s peanut butter cups and whip cream on top. And I savor that moment.



It's like once a month, I go down there with my son. That's one of my celebratory things and I've got a couple other little things that I’ll do as well. I like to celebrate with a movie. To me, a symbol of wealth is if I can go to a movie on a weekday afternoon. I haven't done that in a long time. I have been so busy working and working, but I vowed to myself that I'm going to celebrate with a matinee as I start incrementally finishing chapters of my book. But the other thing to do is make sure that you surround yourself with other like-minded people. Surrounding yourself with other authors is really important. You need a support group. I belong to a Mastermind group. It's a group of nine people who are all San Diegans, and one of them is John Assaraf, who's amazing. Another one is Eric Berman, who runs Brian Tracy's businesses. Another is Darren Hardy, the editor of Success Magazine, and an author himself. What we all do for each other is hold ourselves accountable for achieving the goals we set for ourselves. At every meeting, we all agree on what we're going to accomplish in the next week and the next month and then we schedule lunches with each other, and we hold each other accountable. Even if you just have a check-in call that takes 5 minutes a week, you can ask, “What's the most important that you're going to do today that's going to help you accomplish your goal? How can I support you in that, and what have you accomplished since we last spoke?" But what's the key is to have an intentional deadline, and being accountable is the best motivation. It’s important to support each other, but also to hold each other to a higher standard. That's a huge part of

succeeding with your book, having an accountability party or partner. One other thing that I will say that's crucially this whole idea that writing requires motion. Gary Halbert, the great copywriter says, "Motion beats meditation." That of course will piss off the Buddhists in the audience but if you just pay attention to the wisdom in that which is, money loves speed, and success loves speed as well. The point is, if all you do is sit down and just start writing - or typing -- something's going to come out if you just keep going. It's amazing what you can get done when you just get something in motion. You can even have a playful moment with it. Wyndham: Absolutely, having fun and just getting away from that stagnant feeling, that paralysis, which is brutal. It's kind of like the morning pages in The Artist’s Way. Mike: Wyndham: Okay, tell me what that is. I actually don’t know what it is. The idea is, every morning you write 3 pages of stream of consciousness thoughts. So you could write, "I need to brush my teeth. I have to go to the doctor. The kids need new clothes. I’m not sure if I like my new boss." You just write whatever is on your mind, no matter how random, you write it out long hand. The goal is to get those thoughts out of the way to clear your mind and help you focus on writing what you need to write. Okay, so you're freeing your mind, giving yourself a way to stop worrying about what you have to do. That reminds me of something Brendon Burchard said to me recently. He and I recently went to Montana together.



We both really needed the opportunity to just get out of life. We sat down and we planned our future together. We made plans for what we want to accomplish in the next two years together, and while we were doing that, he said something profound, which was, “Sit down, figure out where you want to go and then think about the fewest moving parts, the fewest steps necessary to get there.” I personally have a tendency to think of all the ways I can get there and I overwhelm myself because I'm really good at coming up with 200 different ways to get to the same destination. And I think that I have to use all 200 ways to get there, when instead I could say, "No, let’s take a look at all X number of ways. Which one will get there with the fewest moving parts in the least amount time with the least amount of work?" That is brilliant thinking, and a great way to approach the book writing process, and your entire author career, as well. It also explains why Brendon has such a remarkably successful business with only a few contractors. He has almost no overhead, and that guy is generating millions and millions of dollars a year. His books become a mechanism to try people into his business but he's got an exceptionally successful speaking business, event business and products that he's created. He is an exceptionally intentional person. And again, I just would never underestimate how powerful that is, setting intentions and allowing yourself to feel what achieving those end goals will be like. Let’s discuss some other important techniques to get your creative juices flowing. I don’t know if you have anything else that you wanted to add or drop in before I dive into those. Wyndham: It's an interesting topic because the various techniques often work differently for different people.




Yes, that’s true. Most people are either feelers—they are more emotional by nature—while other people are more cerebral. Knowing which type of person you are is important, because you can use that to fuel your creativity as a writer. I have a tendency to be cerebral. In fact, I can shut off my emotions completely. I’m completely capable of feeling nothing. Typical man, but I’m probably worse than the average bear. I’ve been working on it, but the whole idea is that you can get your creative juices flowing by getting yourself out of your typical mode. So if you’re cerebral, you talk about what you’re feeling. If you’re emotional, you talk about what you’re thinking and that’s what you write. The idea is to get out of your personal comfort zone, which can stimulate your creativity. Here’s another idea for a kinesthetic, a feeler. This is something Katie Hendricks, Gay Hendricks’s wife, told me over dinner last week. Katie said that she was a Cstudent growing up, and one of her teachers noticed that she was really fidgety. Instead of saying, “Katie, stop fidgeting”, this teacher put her in the back of the room. She realized that for Katie to consume knowledge and learn, she had to move, so she put her in the back and said, “You can stand up. You can move around. You can do anything you want.” After that, Katie immediately became an A-student. And then she went on to get her PhD. She is a remarkable person. She and Gay are both bestselling authors. The whole idea is to understand your modality and be able to operate within that, but also to get yourself outside of it. So if you are in fact an emotional person, you might want to start moving around and see if that works for you.


Another thing that’s interesting is something called the modality techniques. We all work in different modes, Deepak writes in long hand and some people are better at talking than writing. If you express yourself better by talking, then sit down with a trusted friend and have them interview you and record it. Now, that’s what we’re doing right now, and to be in full disclosure, this is a remake of a product that did I with Arielle years ago, in fact, called “How to Start Writing A Book.” What happened was, we did a survey and generated thousands of responses to it, and I would say 65% or so said, “I’d like to know how to start writing a book.” That was interesting to us. So what Arielle and I agreed to do is interview each other really quickly on some outlines on how to start writing a book. And then Arielle went out and interviewed a bunch of her clients and former or bunch of authors and former clients. I did the same thing and we combined our stuff and then we basically presented the information. When it came time to do it again, well in this particular case, Arielle wasn’t available to do the interview. She’s got a busy schedule and we’re like, “No let’s just get this thing done.” But, since then what I’ve been doing for my books and a lot of writing is, I will write an outline and then I’ll sit down with either my assistant or someone I know and I’ll teach what I want to write about and I will record that and then I’ll have the recording transcribed. Then I get it edited and turn it into something that’s a little more readable, because dictation doesn’t always read well. But I think that’s another really, really valuable strategy, especially for people who express themselves better verbally than they do in writing.

What have you found in preparing for this, because in effect we’re basically creating a new book? Wyndham: Yeah, absolutely. Just hearing you talk reminds me of last year’s 21st Century Book Marketing event. Arianna Huffington was one of the keynote speakers. She talked about how she always had a hard time sitting down to start her next book. She started dictating instead, and that has really helped her. Okay, I’ll give you two more ideas. One of them I mentioned earlier. I always carry an unlined notebook. One of my other favorite inspirational things to do is go to art stores. For many years I used to buy those big black artist notebooks, the square ones. I’d also buy myself a really great pen because that really great pen would inspire me to write. The first thing I’d do is I’d write my name in the front. I’d put a reward if I lost in there because there were times when I’d forget my notebook somewhere. And I try my best still to burn through at least one notebook a month. If you look back, I have bookshelves and bookshelves of my notes that go back over 20 years now. The other thing that I have found remarkably useful and obviously, we have this beautiful studio here to operate within and not everyone has that. But if you can use your iPhone, put it on a little tripod. You can get a tripod mounted for any phone or a cheap camera but I have found now that I what I like to do is teach. I am able to create much better content when I teach. So, what I do is I have a person or a small group in mind that I



know intimately. I know their names. I know their challenges. I know what they want to learn from me and I will create a presentation and I will actually make a presentation to a fake audience, in this case to the camera, as if I’m talking directly to them. And then I have that dictated. I’m finding that’s a very, very effective way to teach. Another way these days is to teach to a live audience by a doing a free teleseminar or webinar. Again, you’re full disclosure here when Arianna and I first created Everything You Should Know, once the product was made we used to interview all these authors who would come on. Before every interview we’d send out a registration form and we’d ask the audience what they’d like to learn from this person, and their questions become our agenda. It also became added content that we made available within the product later on. It became a self-serving thing. So if you’re an educator, if you are a teacher and every writer really is, what better way than to go out even if you’ve only got 10 people on your list. Contact them directly and say, “Hey, I’m going to be doing a free teleseminar X, Y, Z, 1, 2, 3. What would you like to learn about this topic?” They’ll come back. They’ll submit some questions. If 10 people out of a hundred come back, you’ve got 10 things to answer, each one of those could take 10 minutes each to that’s where the content. Typically, it’s about two and a half minutes per page of content or so. You could literally write your book by answering questions. It’s very powerful. Wyndham: Talking about the whole feedback loop, you could take some of that content and use it in your book also. If it’s video content, put it up on YouTube and see how people respond to it. See what they think, see if they like it, if it


resonates, if they have other questions or thoughts that could inspire other ideas. Mike: That’s the good news. Once you get a sense of what people want to know, it’s easy to interpolate and fill in the blanks. And you’re not only going to write the book. You can create product, or a continuity or membership site. That’s the way you make money as an author, by creating products and by learning how to speak. You need to know how to think on your feet, and then on your toes. That will make you a great presenter as well. The big money is in understanding how to sell and pitch and present and keep an audience engaged and entertained. Great authors are also great entertainers. Wyndham: Absolutely. Now, let’s switch gears for a minute. We’ve talked about writing, creativity, getting through writers’ block. You touched on how to work with ghostwriters, but you have more to share on that, I know. You always hear that bestselling authors hire their books out to be written by someone else. How can first-time authors leverage that? Mike: I have a lot of experience with this now. Let’s talk about what ghostwriters are, what they do, and then I’ll talk about working with them, how much it costs, and what’s involved. You have freelance writers, you have ghostwriters, and you have collaborators. A freelance writer is someone you hire, but chances are, he or she has already written books or co-written a book before. They would end up being penned on your books. So on the cover, it might say, written by Brian Tracy with


so-and-so. The big name is going to get the credit upfront and then the smaller name, the freelance writer, might be the byline. A ghostwriter is someone who writes but who gets no credit. In other words your name is on the book. There’s no mention of them anywhere. Most likely, you have an agreement that says they can never talk about it. That’s the deal. Some people are very concerned about that, about being sure no one ever knows they use a ghostwriter. Then you have collaborators, who would be listed on the book cover as a co-author or something like that. A few things to mention here: First, we’ve got a list of writers, ghostwriters and editors in the Everything You Should Know courses. So we’ve got tools and resources that can help you. I’ve worked with all of them. I’ve worked with freelance writers. I have been working with, and am working with, ghostwriters. And also I have collaborators, people in my mastermind group for example, people I call on regularly. I would give them credit in the book. For example, in the Life with Tesla eBook, really what happened there is we made a documentary, a movie. I got the movie transcribed. My producer and I recorded a bunch of ideas and made notes. Those got sifted down, we passed them along to a friend of mine who’s ghostwriting this, and then I edited and tweaked it. We’ve also got collaborators on that project. We went out and found a bunch of people who have written articles about electric vehicles, going green, and achieving energy independence and energy efficiency, and then we added


chapters inside this to basically bulk it up and make it a true eBook. On a practical level, let’s just cut to the chase and say what you can expect. You can get a ghostwriter and I have got a few friends who are New York Times, the #1 bestselling authors who have ghostwriters who wrote their book in a collaborative fashion. The going rate right now, in my experience, for a ghostwritten book is anywhere from 5,000 and up. You could spend $75,000 on someone who is a multiple bestselling ghostwriter. But the numbers that I typically see are around 12 to 20 grand for an inexperienced writer who has written and ghostwritten a book before. If you look for a freelance writer, I think it just comes down to what the market is and whether or not there’s been an advance. If so, the freelance writer may get a percentage of the advance. And of course, a freelance writer is different from an editor. Now, for my new book with Gay Hendricks, we’re writing the book together. I’m responsible for some chapters, but Gay is writing the whole thing. We will hire an editor to go through it, but an editor isn’t really a contributor. An editor isn’t necessarily adding content. Instead, they’re figuring out how to make your book more cohesive, easier to read. They’re helping you organize the content better, rewriting areas that feel a little clunky or whatever. And you’re really just turning it into a work of art. Now, a collaborator is yet another arrangement. To a collaborator you might say, “Hey look, I’d like to pay you X number of dollars, maybe 500 bucks per chapter, a thousand bucks per chapter, for example.” I think what’s important to understand here is, number one, you don’t have to be a writer. You just need to know


what the destination is, what outcome you want, who your audience is. And of course, you need to have a process, a point A to a point B, and how you intend to get there. If you do plan on writing your book, another thing that will make you more effective is to take a writing course. There are writing courses out there, some of them are, like, write your book in a weekend kind of thing, or write your book in a month. Some of them go out longer, but even just doing that will help you get an outline together. Another thing that I learned from Arielle is, to be a successful author, you really need to become a people person. Every bestselling author I know is skilled at connecting with people. People say, “Yeah, I want to make a million dollars. I just want to write. I don’t want to talk to anyone, I don’t ever want to sell anything.” Well, you’re screwed. That’s not going to happen. You can’t sit behind the safety of the glass and expect anyone to care about you. You’re going to have to go out there. The most successful authors are people who want to share. They want to connect. They actually want to bond with their audience. That’s just isn’t the way business works. I already mentioned this, but public speaking is an important skill for authors to have. My wife actually wrote both of her books before she did any speaking, but she can tell stories about when she had to go out in public after she wrote her first book and she would just sweat and mumble and stutter when she got in front of an audience. She went through media training and had a terrible time. She was terrified but she joined Toastmaster shortly after we moved to California. It took her three years and I remember watching her speak. At first she was a stiff,


robotic speaker. It didn’t feel or looked natural, but eventually she broke through and just became a lot more natural. Now she’s a really good speaker. She feels good about it. She’s natural if she’s got something to say. In my experience, most people who are afraid to connect with people spend too much thinking about what other people are going to think of them,instead of being in a place of service. When you come from a service mentality, which is, what can I do to help you?, or what can I teach people to get them out of the fear factor?, is to learn to love the audience and learn to love the camera and speak from your heart, not from your head. There are a bunch of techniques on how to do that, but that was the most important. The way to break through that is to start a list, go out and speak some more and talk about some stuff even if it’s one on one. Do a teleseminar or webinar. So now if someone’s going throw a rotten vegetable at you for doing a bad job online, you’ll stay clean. It’s not really possible. But do be sure to record it, and then listen to yourself. And not only you’d be able to extract content but great authors and great speakers are people who have spoken to audiences over and over again. I’ve only been working on camera—well, now it seems like forever, but it’s been about seven years. But four years ago, it had only been three years and six years ago, it had only been one year, and before that, it was never. I did it because I finally have something to say and some might find it was a value and now, I can go 12 hours on camera with no breaks, other than bio breaks, and have something to say. It’s only because I’m not afraid and I have an audience and I know what they want to learn from me, sp it’s easy to communicate and it’s easy to care about them.


I know Arielle’s have been doing the same thing. She's great on media. She’s gotten very good on camera. She was terrified. She didn’t like speaking on stage not long ago but she found that she could affect more lives in dramatic ways. She’s really connected with it now. Wyndham: If I'm remembering the story right, when she originally took a speaking class many, many years ago, she passed out cold when she got up to the podium. Years later, here she is, a very successful speaker, a very good speaker. Another thing that comes to mind is that, doing the thing you fear most is often what you need most. It can also be so gratifying getting through that fear. Suddenly, your writing is so much richer and your mission feels so much deeper. Mike: Wyndham: No doubt about it. The other thing I would add, going back to talking about with working ghostwriters and freelancer writers, is something Arielle talks about. If you are going that route, make sure the writer you choose is writing in your voice. That is critical because if you do get out and speak and someone’s read your book, which reads totally different than how you sound… Yes, congruence is key. That’s so true. That’s why I’m really glad you brought that up. It’s something you, as the author, really have to test. You've got to try writers out, and you've got to find someone you resonate with, too, because there's nothing worst than dealing with someone and you’re like, “You know what? I hate this person, I really can’t stand you.” You've got to be careful about whom you're entrusting with your word and your voice. I know some bestselling authors who’ve hired ghostwriters or freelance writers who



just disappear. They never hear from them again. Halfway through the project and the author is booked solid with speaking engagement, commitments it’s impossible for them to get out, like speaking gigs, travel or whatever, and their book is due to the publisher in 40 days. If that in advance has been issued, they are on the hook for that. They are contractually obligated, and there’s ugliness with your publisher to deal with if you don’t hit your deadlines. You've got to make sure you’re not dealing with a flake, or someone who doesn’t get you or your voice. So good, do you think we should summarize briefly? I know we’ve got a few more little bullets to get through also. Wyndham: Mike: Let’s do a quick summary. here. We’ve gone through a lot


Okay, I think the key thing is to start writing your book, first and foremost. You've got to a have an outcome in mind. You've got to have a plan and you've got to stick to a schedule. There’s also something Arielle talks about, what she calls divine timing. If you’ve got big things happening in your life, like sick kids, sick family, deaths and weird stuff, you've just got to put your book on hold, but eventually you've also got to realize that there’s never going to be a perfect time. It’s very, very easy to go through life and never get anything done. I think the big thing that you’ve got to ask yourself is, 10 years from now, if you look back and say, I haven’t written my book yet, what are you going to think about yourself? What if it’s in 5 years or 3 years?


You've got to be kind to yourself at the same time, don’t be a slug because bad TV will always be on. Nothing special is going to happen on the news and in the media. It’s worthless junk, and unless you’re in that business, I’d suggest avoiding it. The next thing is, create consequences, positive and negative consequences, both rewarding yourself and also forcing yourself to do something you really don’t want to do, like donate to a cause you don’t believe in if you don’t hit your deadlines. Negative consequences can be very motivating. Wyndham: Yes, that’s a good one. And again, if something isn’t working, if you’re stuck, look at the practical factors. Are you in an environment that works for you? Are you facing emotions that you’re having a hard time dealing with? Or is it a matter of physiology, maybe getting up and moving? By far, my best ideas come when I’m running or doing vigorous cardio. For me, vigorous exercise gets my creative juices flowing. Vivian, my wife, likes the garden. inspired by gardening. She is very, very

Mike: Wyndham:

Right, absolutely and also time and timing. There are things also like the time of day. What’s your best time of the day? Are you an early morning person? Do you do well in the evening? What’s your magic hour and try to create a writing routine then. 9 p.m. to 2 a.m. for me, that’s when I do my best work. Exactly, so it just matters and pay attention to that. And then also your writing method like we talked about. Is it time to maybe shake things up? Try writing long hand, try some exercises. Try something different.

Mike: Wyndham:



Yeah, different approaches are good. Just test them out and see what gives you the best overall results. A few other tips: Give yourself a gift right now, which is to feel the way you’re going to feel when you get there, when you achieve your goal. Also, I think that having a regular exercise schedule gives you more time. If you invest 45 minutes in your body, it’s absolutely possible that you get an hour and a half of better performance out of your body as well. Food is also really important, of course. One critically important thing that I’ve done is cut carbs and sugar out of my diet. I do not have an afternoon lull. So that gives me what I believe is about an hour and a half of additional performance. I also started doing something recently that is probably controversial, some a little bit weird to some people. I actually get a vitamin drip, an intravenous vitamin drip on a regular basis. I don’t get sick. So that basically flattens out my health and if not that just taking nutritional supplements, I think supplementation is really, really important and valuable. But eating frequently and keeping your energy good is really important to your productivity, your creativity, and of course your energy. What I’ve found after talking to a ton of authors and most recently, I spend a bunch time with Dan Kennedy. His solution is, he just forces himself to sit down and write. He doesn’t make excuses and he has this big No Excuses

mentality. We all have reasons why we can’t do this or that, and 99.9% of the time, it’s a load of horse manure. The bottom line is, writing takes time. It takes dedication. When something isn’t working, you've got to try out different modes and become a student. John Assaraf says this all the time. He says, “I try to be the dumbest guy in the room everywhere I go.” So being willing to be a student is very valuable and if you aren’t sticking to your plan, figure out why. You've got to be the one to diagnose yourself or be willing to ask for help. You need someone who can give you feedback and hold you accountable, which is critically important. Everyone’s busy and everyone will find reasons and excuses why they can’t write their book. The fact of the matter is, are you going to die with a message inside of you and die without sharing that with the world, or are you going to get it out there and make a difference? Your name can be in lights, because that’s really what a book gives you the opportunity to do. Wyndham: Arielle talks about working with all the bestselling authors she has known over the years. She is the first to say that every single one of them had very busy, busy lives. Full careers, families, everything you can imagine going on, and they just made it happen. And you know, being an author and getting your message out there in the world is one of the most valuable, exciting adventures you can go on, especially as a writer. Give yourself a gift of fulfilling your dream, that’s what I would say. Let that come out of you and see what happens. Yeah. No, that's not all about it and I think maybe one way we can conclude this is by encouraging everyone, if they haven’t already, to visit the Everything You Should Know website.




Definitely watch the interview that I do with Arielle about building a platform and why that so important because the book is really a starting point. And the reality is, there’s lot of little things you've got to do in order to get anywhere even before that book is going to be distributed. The next stage is, once you’ve got that book, what comes next? How are you going to turn your book into an opportunity that gives you the access you want? How are you going to make a living with your book as the thing that positions you as an expert and authority on your topic? I have a good friend his name is Greg Habstritt, he has this this something called the authority formula and it’s all about positioning yourself. Being an expert is one thing, being an authority is something else altogether. It puts you in a new category. If you look at Tim Ferriss—I can share this because he’s publicly done it before—his first book was The 4-Hour Work Week. He was a completely unknown author before that book. I believe he got about a $250,000 advance, which really was actually pretty big for a first book, but that book went on to sell millions of copies. It’s still ion the New York Times bestseller list now, years after it first came out. The 4-Hour Body, Tim’s second book, came out on the New York Times bestseller list. He got over $2 million as an advance for that book. He just completed a deal, as I mentioned earlier, with Amazon. I don’t know what kind of income he's made, but what he’s done is created a completely new book category for himself. It’s lifestyle management, I believe. That book category didn’t exist before his first book. He defined it, he created it. That’s part of his whole deal.


Now he’s going out and speaking. This week I’m actually speaking at an event Tim is putting on. Again, I can share this publicly because it’s been shared already, but he sold 200 seats at $10,000 a seat to attend this live event. That’s 2 million bucks. And that’s what being a successful author is all about. That’s not an untouchable number for someone who is intentional, someone who is providing value and differentiating themselves. One other guy I’ll mention here is David Bach, the Finish Rich author. He was one of the people in the room at Keith Ferrazzi's house last week. He’s become a good friend, and he’s written a lot of books. And for years, I believe he wouldn’t have any problem with me sharing this. He’s getting paid $75,000 per speech. Pretty damn good. I won’t disclose all the business details. That’s a lot of money to go speak. A guy like Tony Robbins, in a couple instances would get paid $1 million for an appearance. Bill Clinton will get a half a million dollars, for example. However, those gigs are few and far between. For the most part, for most authors, those opportunities don’t exist anymore. Even David Bach freely admitted, "I don’t get paid nearly that much anymore because the gigs aren’t available." The but is, if you understand how to speak and how to sell a product or a service from the platform, you can generate millions of dollars. That’s one of the things that I teach and Everything You Should Know course is, how to create a platform presentation. I dissect the speaking presentation that I’ve used for years. I’ve generated millions of dollars from it.

When you understand how to leverage your expertise and your authority and position yourself properly, you can make a very, very healthy living for the rest of your life. Wyndham: Absolutely, and the thing to remember too is, there was the time when nobody knew Tim Ferriss or David Bach. Now they’re everywhere, but Tim, like you, started out as a guy on a mission. He happens to be a very strategic, interesting guy and within the Everything You Should Know course, there's a great interview you did with Tim. He talks very candidly about his book launch strategy for both of his bestselling books. He’s very explicit and he shares everything and it really is a strategy that anybody can use. It’s a very smart strategy and it’s not even about selling. He used who he is as a person to build his brand. He hates selling, but look at where he is, what he’s accomplished. I’ll tell one embarrassing story about Tim Ferriss. I cringe when I think about this, but here’s what happened. Tim was an early buyer of the Everything You Should Know course years ago. We’ve got a great testimonial from him. Early on, he contacted us and asked if we’d help him out. I never saw the email. This is before he had a book deal. It’s before anything happened. It wasn’t until after his book came out that my assistant at the time, Laurie, was looking through some past emails and said, “Did you know that Tim contacted us?” And I was like no, what do you mean? So I ended up going to him and saying, “Tim, can I interview you?” It’s like a reverse road because he had just popped, just almost out of nowhere. He's got the bestseller author status. And I was like, I don’t know, it wasn’t like this. But his reponse was essentially, I don’t know if I have time.



I can remember when I've got hold of Arielle I said, “Arielle, have you ever heard Tim Ferriss?" She goes, “No”, and I said, “Check out the New York Times bestseller list right now.” And she goes, “Oh”, and I go, “I just forwarded you an email from him.” The point, is you just never know. But also, Tim credits Everything You Should Know, and says it was a very instrumental part of his education about publishing. Arielle and I, of course, decided with your help, to recreate Everything You Should Know from scratch. We updated every part of it, and it is a remarkable product. So that is the shameless plug to visit EverythingYouShouldKnow.com right now. Watch that video interview with Arielle and take it to heart. There’s a lot of really good content there and the whole system is set up to help get you from where you are right now to where you want to be as an author and position yourself and grow your platform. The best news is, there’s never been an easier time in human history to make and to position yourself as an expert, as an authority and escalate your expert status with almost no money. The tools and resources that we have at our fingertips have never existed before. Just to summarize and just finish this off, I want to thank you for taking the time to listen to this material, for being here in lieu of Arielle today interviewing. And also for investing yourself and hopefully changing people’s lives and making your content available and the next step is up to you. By all means check out EverythingYouShouldKnow.com, investigate the content there, watch the “Bestseller Author Blueprint” video of Arielle and me talking about this process.



It doesn’t matter what methods you use to stay motivated. The goal is to find the methods that work best for you, so you keep writing, and your creative juices keep flowing. Whether you go through traditional publishing or you decide to self-publish, all the resources and tools for becoming a successful are in the Everything You Should Know course.


This has been great and if when you go to EverythingYouShouldKnow.com, enter your email address in the pop-up box, and you'll get an email right away that allows you to watch the video Mike mentioned. It’s the “Bestseller Author Blueprint.” It’s a very powerful video, packed with great information. Okay, well thanks for watching!


You’ve learned a lot about the book writing process.


… You’ve learned how to leverage your planning, preparation and discipline. … And you’re ready to test out the methods successful authors use to write bestsellers. Now, are you ready to take your next steps toward becoming a successful author? Publishers and agents will tell you, these next steps are more important than writing your book. You see, writing is never the first thing successful authors do. In fact, there’s a lot they do before they write a single word of their book. We’d like to give you the rest of the story—the entire formula for succeeding as an author…


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Step 2:

Go to EverythingYouShouldKnow.com, and learn the strategies bestselling authors like Tim Ferriss use to achieve huge success!

Imagine, you being introduced as or you signing off your emails, letters and business cards with... [Your Name Here], #1 Bestselling Author

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From: Arielle Ford – La Jolla, CA To: You, Future Full-Time Bestselling Author Re: What The Publishing World Doesn’t Want You To Know You have a message. A message so powerful… you know it would change lives if you simply got it out, into the hands of millions of people. Maybe you’ve recently fought through a dark, challenging time in your life… and you survived. You know many others are going through the same pain and suffering you went through. And, you know if you could share your experience, it would help them. Or maybe you’re a tested, proven, battlescarred expert. And something life-altering has just happened. A big shift. And you suddenly realized now is the right time to share your wisdom with the world. It’s quite possible, even… You’ve discovered a new breakthrough in your life, industry, world… and after many late-hours of research,


interviews with experts, and studying what few others have… you’re on to a new, profound knowledge that others need to know. And that’s why you started writing your book. Whether you’re sharing a message of personal growth, wealth, relationships, health, spirituality or a “how-to” book the world desperately needs… You need to get your message out… But there’s a big gap standing between your book becoming a bestseller. Many would-be authors have called me over the last twenty-five years asking about… “The Publishing World“… how do you get in? You may have even tried “getting in” yourself, only to find that… The Publishing World Is A Strange, Unfriendly Place Filled With Rejected Query Letters, Stacks of Ignored Book Proposals And Shady Agents & Publishers I’m Arielle Ford. And I’m here to give you the book publishing and promotion blueprint, compass and roadmap. In a moment, you’ll be empowered to navigate through this world… publish your book, launch it to bestseller status… and create the life you want as a full-time author.


Even if you’ve just put some ideas together in your head… or you’ve written bits and pieces, here and there… It doesn’t matter. I can put you on the path to becoming a bestselling author. How can I make such a bold promise? Truth is, you’ve probably never heard of me before. That’s OK. Allow me to share a few things about me. Today I’m the bestselling author of “The Soulmate Secret“, a relationship book translated into over 21 languages. I’ve been featured in USA TODAY (twice), Los Angeles Times, O (Oprah) Magazine, Redbook, More and First For Women. I even have articles on the top dating site eHarmony.com… along with BeliefNet.com, GaiamLife.com, YourTango.com, Intent.com and dozens of other sites. And when my next book comes out… I am dead certain it will be just as successful.


How can I make such an outrageous claim? It’s easy. There’s something you should know about me. In a previous life, I was America’s #1 Book Publicist. I didn’t give myself that title, by the way. My client of 15 years, Deepak Chopra, did. When I was “inside” the book publishing and promotion world… My client list was a “who’s who” of the personal growth, self-help and relationship markets. But here’s the thing… Many of them were not on the “who’s who” list at the time they came to me. Their books were not blockbuster bestsellers… yet. Quite a few of them were even “brand new” to authoring a book.

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I consistently got coverage of my client’s book in Publisher’s Weekly, Newsweek, People Magazine and O.

For TV, here are some pictures of my clients on “Oprah” and the “Today” show.

I also got my clients on “Good Morning America”, “Larry King Live”, CNN, Time Magazine and even the NY Times. The reason I tell you all this…. is not to brag. I simply want you to understand… my experience in book marketing is rock-solid…. and I have strategies you can repeat and follow.


I can show you exactly what I did to build the careers of these authors. And if you want to publish your book with the intention of it becoming a #1 worldwide bestseller… I have something very exciting to share with you. I’ll tell you more about it later… I’ve been blessed to work with influential authors like…  Deepak Chopra  Mark Victor Hansen  Jack Canfield  Wayne Dyer  Marianne Williamson  Don Miguel Ruiz  Dean Ornish  Louise Hay  Gary Zukav  Neale Donald Walsch And many, many others… First, you may be thinking…

What About Self-Publishing? Can You Skip This Whole Mystery Of

Publishing And Promoting Your Book?
Yes, it’s true — publishing your own book is getting easier and easier… In fact, there are several websites that will print your books out “on demand”. (You’ll never have a garage filled with boxes of your books… sitting there, doing nothing). And with a few simple clicks, you can be a “published author” with a book in print… which is great if that’s what you want. BUT! You’ve got to ask yourself a serious question as an author. Are you here to print out a book… ? Or are you here to get your message out to as many people as possible, selling millions of your books around the world… and becoming a #1 bestselling author making six to seven figures? If you just want to be “a published author”… by all means, leave this page now. However… if you want it all, keep reading…


Why Getting Published The “Old Way” Is Still The “Only Way” To Bestseller Status


Here’s the truth… According to a recent article in USA Today, 82% of all Americans want to or intend to write a book some day. 82%! And with all these cheap, easy and flexible book printing companies popping up… nearly everyone on Earth is writing a book. In fact, there were over 867,000 self-published books last year (And I’ll bet you those numbers will keep going up). And that doesn’t even include the millions of eBooks published on Kindle, Apple iBook, personal websites and other platforms! So the question you’ve got to ask yourself is… How many self-published titles did you read last year? (None?) Now, think about this as well… Most of these self-published books are being sold online. And as unbelievable as this may sound, Amazon ONLY sells 7 – 10% of all books sold in America. That means nine out of ten books are still being bought at your brickand-mortar bookstore.


Now if you’re like me, you buy all your books online these days… so the idea of going to a store may sound foreign to you. You may be even wondering how this could be since Borders went bankrupt recently… But the numbers don’t lie. So you need to ask yourself this… Do you want to be one of almost 900,000 self-published books online where only 1 in 10 people are buying books… Or do you want to be one of the few authors to be truly published, selling books where 9 out of 10 people go shopping for books? Simply put, if you want to be a bestselling author... you need to be INSIDE BOOKSTORES. Of course… this may sound like a VERY SCARY idea. After all, if you go this route… you have to find, hire and work with literary agents, publishers, editors, publicists, media people. Without pulling any punches, I’ll admit… it’s a lot more work than pushing the “print” button on Lulu.com or CreateSpace.com. But I’m here to help you SUCCEED BIG.


That’s what you want, right? You’re here on earth to play a bigger game!!! That’s why I’m going to give you, right here on this web page…

Three Big Publishing “Secrets” All Future Bestselling Authors Need To Know About
The first BIG publishing secret is…
If you haven’t written a single word of your book yet… PERFECT! You need to start SELLING your book first... before you write it. How do you do this? You start with your book idea, fleshed out and outlined. You get the attention of a literary agent with a solid, well-written QUERY LETTER. A query letter is like bait. You want to see if your book is worth pursuing first. Now, maybe you’ve started writing, or you have a manuscript already. That’s fine too. Just understand we may have to do a few edits with it.

The second BIG publishing secret is…
Three weeks. That’s an important time-frame to remember.


What does it mean in the publishing world? It means this. From the FIRST DAY your book, your baby… hits the bookshelves in stores around the country… You have exactly 21 days to SELL OUT your books, before they pack it up, tape it up and send it back to your publisher with the stamp of “failure” on it. It sounds harsh, cruel and unusually cold…. but unfortunately, publishing is a high-stakes game. Shelf-space is premium real-estate. But don’t worry… because I’m going to tell you exactly what you need to do to SELL-OUT those crucial first three weeks.

Because BIG publishing secret #3 is…
A lot of would-be authors think the media will come swarming to interview you, invite you to talk shows, give you tons of publicity… if only your book was a bestseller. Well, you may want to ask yourself… How does a bestselling author become a bestselling author in the first place? The author chased the media first.


Here’s the big secret of those “first three weeks”. YOU swarm the media. You strategize with your publicist to create as much buzz as possible for your newborn book… with an all-out media-blitz campaign Of course, I’ve only given you the “tip of the iceberg” here… But these three secrets are HUGE. You now know to test out your book idea first… saving a lot of heartache and hard work. You also know you only have three weeks before your newborn gets sent back… and if you want to give it every chance in the world… You work with a publicist to pummel the media and create major BUZZ for your book. I’d like to share more of my book publishing secrets with you, but since becoming a bestselling author myself… I started to get real busy with promoting my own books... getting my own media attention… and living my own life as a full-time author. So a few years back…


I Decided To Retire From Book Promotion And Publicity (It Was My Time To Shine) But Then This Happened…

At this time, I had just made friends with a top Internet Marketer and Entrepreneur named Mike Koenigs. Mike owns a multi-million dollar business teaching people to become highly-paid social media and video marketing consultants. He’s worked with dozens of celebrity clients & NYT bestselling authors like Tony Robbins, Paula Abdul, Harvey Mackay, Tim Ferriss, John Assaraf and many, many more.


And when I told him about my plans to retire… Mike said to me, “Arielle, you can’t just quit! You have to share your knowledge of publishing with authors everywhere! They need it.” I knew he was right. Authors everywhere deserve to share their message… but too many are kept outside the publishing game. It’s a world that’s happy to keep its secrets. Before I left this world to pursue my own dreams of becoming a bestselling author myself… it was my cosmic responsibility to share my knowledge. Over coffee at Mike’s San Diego office, we hashed out a plan. The fastest way for me to get my knowledge out (to authors like you) was for Mike to interview me on video.


In fact, I loved interviewing so much… I asked nine other friends, colleagues and experts to share their knowledge. I’ve asked top literary agents, publicists, publishers and many others. Top people I’ve had relationships with for ten, twenty years or more. I also invited three author-clients who’ve gone from zero to seven-figure businesses as author-experts. Watching my interviews with them will give you a “template” to model after. And then… I also “fattened” the package with proven samples of press materials, my golden rolodex of insider contacts and a whole lot more. The samples are the exact same pieces I’ve personally used to get my clients on “Oprah,” in Newsweek, and in other top media outlets. I’ve spent hundreds of thousands of dollars creating and testing these pieces… working with highly-paid consultants, copywriters, publicists in my time. As for the rolodex, it’s fifteen years of networking inside the industry… figuring out who’s good and who’s not. You can hire the wrong people and it would cost you THOUSANDS in dollars and WEEKS in time… or you can refer to my trusted circle of colleagues. Frankly, without meaning to sound arrogant…


I’ve put together the most comprehensive, complete and most-up-todate home study course on publishing your book available. It’s simply called the Everything You Should Know package. And if you’re serious about becoming a bestselling author, you need review what’s inside my course…

Introducing… The Core Basic Course: Everything You Should Know about Book Publishing, Promotion, Publicity
There are five video interviews in the Core Basic Course in Everything You Should Know. They are… 1. Everything You Should Know About… The Publishing Game 2. Everything You Should Know About… Building A Platform 3. Everything You Should Know About… Becoming A Highly SoughtAfter Speaker 4. Everything You Should Know About… Publicity & Promotion 5. Everything You Should Know About… Selling Your Book Online Let’s go over them in detail…



Everything You Should Know About The Publishing Game

With Arielle Ford & Mike Koenigs What are agents, publishers and publicists? What do they do? How do you reach out to them? In this first video, Mike interviews me and asks the core, basic questions every author should know about the publishing world. I’ll show you…

The truth about self-publishing in the 21st century. It’s no longer the red-headed middle-child of the publishing world… but there are still many, many pitfalls to look for.


Three BIG reasons why you should still go the “traditional route” of working with an agent, publisher and publicist. The myth of the “overnight success”. How bestselling authors come out of “nowhere” and soar to the top of the New York Times bestseller list. The one success factor every single bestselling author has that practically guarantees bestseller status for every one of their books. Two mistakes that will ensure the worst, possible failure of your book. Beware especially if you’re successful in business or you’re busy “all the time”… The ins-and-outs of finding, hiring and working with a literary agent who will fighttooth-and-nail for you. One little simple website you MUST have to triple, quadruple and even make ten times more than what you get from your book sales. A surprising truth about getting paid your book advance… and why you can’t depend on it to pay the bills. Six questions you need to be able to answer off-the-cuff when playing the “Publishing Game”… your success depends on it. Why the actual writing of your book is the last thing you should worry about… and in fact, something you don’t even need to do to become


a bestselling author. Instead, you need to nail your “P” and “Q’s” down instead. ONE super-simple strategy to becoming a bestselling author in any market (relationship, business, self-help… it doesn’t matter)… even if you’re not an expert right now. How to get 15-20 results-driven, BIG SUCCESS case studies for your book in just ninety days. When people see proof it works, your book literally flies off the shelf. Increase your daily book sales simply by subscribing to People Magazine, USA Today and watching at least one news show a day. Protect your book from “well-meaning” agents, editors and publishers… who want to change your title, book or even your core message… by quickly and easily creating “hard market data” they can’t say “no” to.



Everything You Should Know About Building A Platform - The Must-Know Secrets To Publishing Success

With Arielle Ford & Mike Koenigs About eight years ago, I was meeting with the CEO of one of the largest publishers in the country. There were stacks of books and manuscripts EVERYWHERE. And I asked him, “How do you decide what books to buy?” He looked at me with a very straight face and said, “Arielle, I don’t buy books. I buy platforms.”


What is a “platform”? It is, in my opinion, the most important factor to you becoming a successful, wealthy bestselling author. The quick definition of a platform is your “branding and fan base”. It also determines how much money you will make as an author. In this interview, I’ll share with you… The very first thing you must do to build your platform. Over 90% of authors don’t do this… and if they do, they do it half-heartedly. What you must have as one of the last pages in your book. Not including this crucial page could mean leaving $100,000 to $250,000 a year on the table. The old “book-and-platform” riddle. Which came first? The book or the platform? How to start building your speaking career… a “side-business” to your bestselling book that could make you up to $50,000 or more for one hour of work on stage… where to find, land and get paid for gigs… how to organize your topics… and much, much more.


Does your dress and appearance matter as an expert-author? Mike can actually predict his sales figures based on what he wears on stage! You must hire a “X” for a day to get your “look” right. Why you want to practically give away all the information in your book… and strangely enough, the law of the universe says: “You will sell more books”. Here are the two reasons why. Jack Canfield once said, “The average income of the five people you spend the most time with is your income.” I disagree with that… find out why and how it affects you success as a bestselling author.



Everything You Should Know about Becoming A Highly Sought-After Speaker

With Jon Gordon Speaking engagements can make you anywhere from $10,000… $20,000… even upwards of $40,000 – $100,000 and more for one hour of work. Your ticket in? A bestselling book. In this interview, I chat with one of my best clients, Jon Gordon, who went from no speaking experience to a million dollars a year in a very short time.


You see how he got his start with three simple pieces of paper… the “rule of 80″ to getting good while getting paid… failures and pitfalls he narrowly escaped… …Why you shouldn’t chase after speaker bureaus and instead, wait for them to come to you… and the one burning desire you must have in order to succeed as a million dollar speaker. By watching every step of Jon’s meteoric rise, you can easily model after him.


Everything You Should Know About Publicity   & Promotion

With Arielle Ford & Mike Koenigs Once your books hit the store shelves, the clock starts ticking. You have three weeks to sell out before they ship your baby back and call it a “failure”. The fastest way to move books is with publicity… that’s getting on TV, radio, newspapers and magazines… for interviews and reviews. In this important video, I’ll tell you how to find, reach out and get these interviews… Eight pieces of information you must have in the “media” section of your website… for reporters and journalists to know you’re a serious player they would interview. A quick way to find the right and best publicist for your book using Google creatively. You won’t waste time interviewing the publicists who aren’t the right fit for you.


How to get more TV and radio interviews by watching reality shows. The importance of “media training”. Without it, you can easily become blacklisted from all network and cable television interviews. The real reasons why you hire a book publicist… and how to find one at your price range to get where you want to go. How I find, approach and ask TV/radio producers and magazine editors to promote my book for free… starting with my unique “opening line”, then my “30 second pitch”. Why you should be cautious about interviewing on Internet radio shows. The one question I end every call to the media with… which leaves them floored and become eager to work with me. It works for TV, radio and print. What you should NEVER do if you want “big name” endorsements (like Wayne Dyer or John Gray) for your book. Instead, you may want to consider a shovel, bowling pin or picture frame. I’ll explain what I mean in this interview. A sneaky way to connect with “big names” in your market using Facebook and Twitter… it’s not what you think.


Five things you should never wear on a TV interview… you’ll may never get booked again if you commit these “TV fashion crimes”. Get anything and everything you want as an expert-authorspeaker using the same strategy Arielle used to land clients like Jack Canfield, Deepak Chopra, Marianne Williamson and more.



Everything You Should Know About Selling Your Book Online To Earn Big $$$

With Evan Marc Katz The unfortunate truth of writing a book is, even with a NYT bestseller and showing up on major TV networks… it simply doesn’t make you a fortune. Evan is a perfect example of this. He’s been featured in nearly all major media outlets including the New York Times, the Wall Street Journal, CNN, “Today Show”, “CBS Early Show” and many more… and yet, he barely made enough money to pay the bills.


(This is why we talk about the platform, and how to leverage your book for speaking and other income sources in Everything You Should Know). For Evan, he discovered how to sell eBooks and courses on the Internet and has since built a money-making empire. In this interview, Evan reveals step-by-step, how to start putting your expertise online… The most important asset you can build on the Internet… this one thing gives you the ability to “sell books at will“ when properly nurtured. A difficult decision Evan made to “push away“ thousands of customers in order to make more money online. The economics of selling online: You can easily sell “books” for $47… add down sells for $27… and even up-sells for $197. And you keep a good chunk of it! (Compare this to selling a $15 “real book” in a store where the publisher pays you $1). How to hire a team of web and graphics designers to build your website, and run all the technical aspects of marketing your book online… for absolutely free. A secret website where thousands of booksellers are ready to promote, market and sell more copies of your eBook without you doing a lick of work.


However… if you’re serious about selling millions of copies of your books, getting your message out to as many people as possible, changing as many lives as possible… And making a six, even seven figure income as an expert-authorspeaker while having the time of your life… in the FASTEST, POSSIBLE WAY… You need to review my nine video interview series (included in this package):

Fast Track To Number One Send Your Book To Bestseller Status Even Faster
In the Fast Track To #1 Course (included inside your Everything You Should Know package) you will get the secrets to… 1. Interview With The “Bestseller Maker”: How To Hit #1 On Amazon The Day Your Book Comes Out 2. Promote Your Book On TV, Radio & Print For Free 3. Book Proposal Secrets 4. How To Get A Six Figure Advance 5. Perfecting Your Message & The Writer’s Mindset


6. Using Facebook, Twitter & YouTube to Build A Loyal Audience 7. How to Get Your Press Releases & Articles Picked Up 8. Finding A Top Literary Agent That’s Right For You 9. Creating The Career Of Your Dreams Let’s go over these nine interviews in detail…


Interview With The “Bestseller-Maker”: How To Hit #1 On Amazon The Day Your Book Comes Out

With Peggy McColl


Publicly… Peggy McColl is a New York Times bestselling author with eight books to her credit, translated into 31 languages, sold in 80 countries around the world. But what very few people know is in certain circles, she’s known as the bestseller maker. Using her strategies, Robin Sharma’s “The Monk Who Sold His Ferrari” went from ranking #911,342 to #1 on Amazon.com in one day! In this very revealing interview… Peggy McColl shares the exact same five-step strategy she uses to get top tier clients to #1 on Amazon like Wayne Dyer, Debbie Ford and Neale Donald Walsch. Now, you may be thinking… don’t brand names like these names automatically get on bestselling lists? The surprising answer is “no”. They hire Peggy McColl.



Promote Your Book On TV, Radio and Print For Free

With Heidi Metcalfe
Everyone knows getting on National TV means an instant flood of sales. Heck, just getting your book mentioned means you become an overnight bestseller. But how do you get on TV shows and Radio programs? How do you get journalists to interview you and review your book? Heidi Metcalfe is a book publicist who’s worked with Simon & Schuster, HarperCollins and currently Harper One. In this interview, Heidi shows us…


What’s changed about how Big National TV affects book sales and which shows have the most impact Four local television markets to focus on outside of L.A., New York and Chicago Which newspapers and magazines you should target for reviews How to get “an in” with journalists, top bloggers and editors to review your book Why competing authors (who write in the same market as you) can end up being your best allies in book promotion



Book Proposal Secrets of Successful Authors

With Linda Sivertsen I call Linda Sivertsen the “Author Whisperer.” She holds her Carmel Writing Retreat… where people who have no idea what they want to write come and leave with winning ideas that land them top agents and book contracts.
In other words, she has this magical ability to hone down your message to a powerful hook. Exactly what book proposals need. In this interview…


The TEN basic elements of a book proposal: cover letter, hook page, overview, “About the Author” section, market section, promotion section, c_________ section (what publishers consider the most important one), delivery of the manuscript, legalities and chapter summaries. The five sub-categories in your Promotion Section of the book proposal… and what numbers and stats you want to put under each one. What timeline is considered reasonable for the “delivery of the manuscript”. Getting this wrong often means a rejected book proposal. How the 140-character Twitter world of shortened attention spans affect the length of your book proposals. How long should they be, without losing interest?



How to Get A Six-Figure Advance

With Susan Harrow Susan Harrow works with a lot of VIP’s, celebrities and authors… and excels at getting fat, juicy six-figure advances from publishers before anyone writes a single word of the book. In this interview, she reveals the four essential things you have to have lined up in order to get those kinds of advances… how to expand your platform with alliances, speaking and social media… how to write a bestselling book title…


Also… how to get “big names” to endorse your book… what publishers expect you to be responsible for more than ever in the 21st century… how to grab the attention of the media without writing your own sound bites… And… why you MUST have a literary agent to land six-figure advances… the three things publishers, editors and agents are looking for (it has nothing to do with your writing your book)…the one kind of training you wouldn’t expect a bestselling author must go through (but you must)…



Perfecting Your Message & The Writer’s Mindset

With Laura Munson Laura Munson is the New York Times bestselling author of “This Is Not the Story You Think It Is”. Before that, she had over 14 unpublished novels to her credit. In this revealing interview, we talk about why her first 14 books did not “go anywhere” while her first non-fiction book took the world by storm. She’ll also share what it’s been like to become a bestselling author, how it’s changed her life, the kind of work she does now and her “process” from beginning to end. As you watch this interview, take lots of notes. You’ll get a feel for what it’s like to be a full-time bestselling author… as you “prep” your mind to step in Laura’s shoes.



Using Facebook, Twitter & YouTube to Build a Loyal Audience

With Amy Porterfield Amy Porterfield wrote the book on Facebook. I’m not kidding. It’s called “Facebook Marketing All-In-One for Dummies” and you can buy it in bookstores. Amy has worked with Harley Davidson, Tony Robbins, top real estate moguls, celebrity chefs and Fortune 500 companies. In this interview, you’ll get a handle on how you can use Facebook, Twitter and YouTube to promote yourself and your book…


What are the four social networks you must be on as an author? (We’ve listed three already, what’s the fourth?) The one thing authors must do online — whether they’ve written a book, or are about to. How to create “buzz” before you release your book. Publishers will LOVE you for this. Can you sell books on social media? The answer may surprise you. The one marketing job no author can outsource. Ever.



How To Get Your Press Releases And Articles Picked Up

With Dan Janal Before you can show up on TV, Radio, newspapers and magazines… you need to be able to write and distribute press releases. I couldn’t think of anyone more qualified to interview than Dan Janal. With over 25 years of PR experience under his belt, Dan Janal is the president and founder of PR Leads Plus. His clients have been featured in nearly every major newspaper and magazine including the New York Times, Forbes, Fox Business and The Wall Street Journal. In this interview, we’ll talk about…


The three kinds of authors Dan meets every day. Two are destined to fail in publicity. Are you the third kind? What you need to know about online press releases and how journalists, reporters and editors use them today. How to create, write and send out press releases… even when you’re not doing anything “newsworthy”! In fact, Dan will share how you can send one out every month of the year using a simple directory. What never to put in your press release headline. Journalists will skip over your press release in a heartbeat. Guaranteed. Three groups of people you MUST contact the moment you get written up in media.



Getting a Top Literary Agent That’s Right For You

With Margret McBride Margret McBride’s initial success as a literary agent began in 1981 when she represented a little known book called the One Minute Manager by Ken Blanchard and Spencer Johnson. (It’s now in its 25th year as an international bestseller). Today, Margret is the owner and president of the Margret McBride Literary Agency. In this interview, she shares her passion for her work and what you need to look for when shopping for and hiring a literary agent for your book.


We’ll cover topics like…

Get the “inside story” on how Margret met Ken Blanchard and Spencer Johnson… and all the challenges they experienced when they published the “One Minute Manager”… you see first-hand what the process is like as an author yourself. The number one tool bestselling authors have for editing their books for “bestseller-ready-status”. The fastest way to ruin all your book marketing and publicity campaigns. Avoid This. Why Margret doesn’t care about the NYT bestseller’s list. She’s much more interested in _____ which makes her authors’ more successful and wealthier. One time, Margret asked her assistant to count the number of query letters her office got in one year. It was 6,000. How do you write a query letter that stands out against the other 5,999? What a literary agent does for you exactly. From finding a publisher and editor… to negotiations… to running interference(?)... Three questions you must ask a potential publisher to see if they’re the right fit for you.



Creating The Career Of Your Dreams

With Marcia Wieder, Dream Coach Marcia Wieder is an incredibly successful author, speaker, expert and the founder and CEO of Dream University. She’s authored 14 books, appeared on Oprah and The Today Show several times, and has her own PBS national television special “Making Your Dreams Come True”. As president of the National Association of Women Business Owners… she has had the ear of presidents for several decades now from Jimmy Carter… to Ronald Reagan… to George Bush Sr.


In this life-altering interview, Marcia will dig in with you and clarify, magnify and sharpen your purpose… not just as an author, but as a human being. You’ll start to build a commitment and conviction so deep… you’ll be able to talk to anyone, any place, any time about your expertise, book, your dream… in a way that touches and inspires them. And even more powerful… you’ll be able to stand stronger in the face of doubters. The job of an author can be a very lonely and isolating experience. A large part of your success depends on your integrity to yourself. I personally believe this is the most important interview in the entire Everything You Should Know package. A bestselling book starts with the author standing behind it. YOU.

I’m Also Including… Proven Samples Of Everything, My Personal Rolodex And Two Tickets To The Book Marketing Event of 2011


319 Page Manual The Everything You Should Know Manual Transcripts, Guides, Articles, Tips, Samples As if the 5-Video Core Basic Course and 9-Interview Fast Track to #1 Course were not enough… I’m also giving you: Transcripts of all fifteen videos in both the Core Basic and Fast Track to #1 courses… perfect for reviewing, marking up and skimreading. A Step-By-Step Guide to becoming a successful author in today’s publishing industry. Let me put the mountain of information I’ve given you in an easy-to-follow order… so you can take action the moment you get the course. My Favorite Articles… on viral book launches, best-selling author tips, writing book proposals, “one sheet” tips, hints and samples… The Dos and Don’ts for pitching talk shows… and more! The “Everything You Need” Collection of Sample Press Material… this may be the “golden key” of the entire Everything You Should Know package. In here are proven sample press materials you can borrow, lift and steal from in your own marketing. It’s got stuff like… Sample Pitch Letters Sample Press Releases

o o

o o o o

Sample Media Voicemail Scripts Sample Author Bios Sample Questions & Answers Sample Interview Questions to provide to the media

I’ve invested hundreds of thousands of dollars on these materials… paying top consultants, copywriters and publicists… testing out which letters worked the best… and personally, slaving over press materials that got attention. You get all this included in the Everything You Should Know package. My Golden Rolodex of Industry Contacts… OK, I lied about the samples being the “golden key” because this is just as important and powerful. In this section of the manual, I’m going to give you the address, phone numbers and contact person of important people you need to network with, including… Freelance Editors and Writers Literary Agents Publishing & Book Industry Resources Guides Publishing Consultants Book Publicists Author Escorts


You’ve got to ask yourself… Will you have time to interview, hire and find out who’s good or not as you’re racing to get your book published? Or will you have time to build your OWN list of media contacts… calling every TV and Radio station, magazine and newspaper up… asking who to send press releases to? Or would you like a select list of people I personally trust, respect and have worked with? Relationships I’ve built over my 15-year career? You get my “golden rolodex” included in the Everything You Should Know package as well. That’s not all… I’m also throwing in…



Watch How Top Bestselling Authors “Carry the Stage”

With Jack Canfield, Marci Shimoff & Debbie Ford Speaking from the stage is one of the greatest multipliers of wealth when you become a bestselling author. When you have a published book, you can leverage it for speaking engagements worth $2,000… $5,000… and even $40,000 to $100,000 for just one hour of work. That’s why it’s important you start studying how master authors command the stage to promote their message. And that’s why… I’m including three of my favorite presentations in the Everything You Should Know package.


Watch how top authors like Jack Canfield, Marci Shimoff and Debbie Ford establish presence, build rapport, engage the audience… and lead them through a journey on stage. Your ability to do the same gives you the right to ask $50,000 per speaking engagement without blinking your eyes. (Of course… the actual content on these presentations themselves are solid gold, too. Listen to the detailed, true story of how Jack Canfield made the Chicken Soup series the multi-million dollar business it is today… the five things Marci Shimoff does every, single day to promote her books… and how Debbie Ford breaks through limitations as an author)



21st Century Book Marketing Live Event 2010
Three Jam Packed Days of Book Marketing Expertise With Special Guests

In 2010, Mike Koenigs and I decided to put together a book marketing event with the world’s top agents, publicists, publishers, marketers and authors. We both pulled in some old favors and got some of the most influential people to share their best stuff on stage. When you invest in Everything You Should Know… you will get an all access pass to every recorded minute of this powerful event. You’ll hear from special guests like... Arianna Huffington, Mallika Chopra, Harvey Mackay and Nicolas Ortner. You’ll also get a wealth


of NEW & REVOLUTIONARY author-business building tips, tactics and strategies like…
How to turn your book or expertise into multiple products and… build an “information empire” online worth millions… Cutting-edge ways to market your book using Facebook, Twitter, LinkedIn, YouTube and social media sites you’ve never heard before… 21st Century “High-Tech” ways to leverage your brand, expertise and book… including blogs, podcasts, video blogging, webcasts and more… Oh! And I have to mention this as well. At this event, we had a very special guest, Carmine Gallo. Carmine has spent the last several years studying the most influential and powerful stage presentations in history. From Lincoln’s speech at Gettysburg, to Martin Luther King’s “I Have A Dream…” speech, to Steve Jobs launching his latest Apple products like the iPod or iPad. This is a “must-see” presentation… if you intend to speak on stage about your book and expertise… collecting a fat five-figure check each time you do.



21st Century Book Marketing Live Event 2012

Three Powerful Days of Networking With Your Potential Agent, Publisher Or Publicist If you think the event recordings of 21st Century Book Marketing were chockfull of invaluable insights, advice and guidance from the top experts in the world… And you wished you were there in person to network with them… (every single one of them “one phone call away” from helping you publish your best-selling book)… I am personally gifting you with TWO (not one) tickets to the 2012 21st Century Book Marketing Event in the fall in San Diego. But only if you invest in Everything You Should Know today. This is an event you need to be at.


Why Your Investment In “Everything You Should Know” Is NECESSARY Today
If you add it all up, the Everything You Should Know package (which includes the “Fast Track to #1″ Advanced Course and TWO tickets to the next 21st Century Book Marketing event in October) is worth a total of $6,879. There’s absolutely no reason why I shouldn’t charge $6,879 for the knowledge in this package. After all, several would-be authors (including myself) have taken out second mortgages, begged our family for money and carried huge debt… just to put our books in print… only to discover the Publishing Game is a whole other beast waiting to eat us alive. And while the experience gave me a “street MBA” in publishing... (launching an exciting 20 year career working with Jack Canfield, Marianne Williamson, Deepak Chopra and so many more)… I would not wish the same horrifying self-publishing experience on my worst enemies.


And I certainly do not want you to go through the same trial-and-error with your book. If you’re serious at all about becoming a FULL-TIME #1 bestselling author, you already know… you need this course. And that’s why I will be providing you with an incredibly generous discount. (More than 85% OFF!) And when you truly think about the value of you investing in Everything You Should Know…
It’s less than… a very small print run of your book… It’s less than… sending out a few proper press release campaigns… It’s less than… all the paper, ink and Starbucks coffee you’ve consumed (or will consume) in writing your book so far… All of which… will be “work in vain” if you don’t know how to get your book out there, published and promoted the right way. (Remember, you only have three weeks to sell your book before the stores send it back and call it a “failure”!) Of course… I know money is tight. We’ve only just started to recover from this economy and I want to make sure as many authors as possible can get their hands on Everything You Should Know.


That’s why I’m also offering a “stripped-to-the-core” version of Everything You Should Know… The “Gold Edition”. It still has everything you need to navigate the Publishing Game… you may just not get there as quickly. However, when you review the two packages below, I’m sure you’ll find what’s the “best fit” for you. Let’s review what’s inside the Everything You Should Know packages…



What’s The True Cost Of Not Getting Your Book Published And Promoted?
Let me ask you a question… What’s the true cost of not getting your book published… not in the hands of people whose lives you could change for the better… and your message not out in the world? What will it cost you personally by having your manuscript in the drawer, your ideas in your head and… family and friends constantly, persistently asking you at every holiday gathering, every social event, “Hey, how’s the book going?” What regrets will you carry by not living up to your potential of becoming a full-time author-expert making six to seven figures… working on your schedule… travelling the world and speaking on stages for 5-figure checks? I can tell you it’s not even close to your heavily discounted investment in Everything You Should Know. You’ve probably heard of this old Zen riddle before…


“If a tree falls in the forest, and nobody is there to hear it fall… does it make a sound?” That’s the riddle you have to ask yourself. Will your book “make a sound”? Or will it fall quietly on deaf ears in the forest? When you invest in Everything You Should Know, I will give you every tool and tactic to make the BIGGEST sound possible with your book. Get Everything You Should Know now. Click on the link now…



Still unsure? What if I gave you…


My 100% RISK-FREE 30-Day “In The Know” Guarantee
If you’re serious about getting published, changing the world with your message and making six to seven figures as an expertauthor… you already know the Everything You Should Know package will give you EVERYTHING you need to play the Publishing & Publicity Game and win. Many authors have tried to self-publish, sell online or get publicity themselves. You may have heard of the 0.0001% success stories, but the reality is…most of them ultimately lost tens, even hundreds of thousands of dollars and wasted a lot of time. You will avoid these mistakes. I’ll make it simple for you. Get Everything You Should Know. Review it. Study it. If you can honestly say you don’t feel “armed to the teeth” with the know-how, tactics, strategies, formulas, steps, samples, rolodex and clear path to becoming a #1 bestseller, speaking in front of millions and making six-to-seven figures doing it… …Then give me the word and I’ll refund every penny you invested in Everything You Should Know.


In fact, let me make it COMPLETELY risk-free for you. I want you to be 110% satisfied with Everything You Should Know. If you review the course, and get thousands of useful tips and tactics… but still feel it’s NOT worth the money you paid for it… ASK FOR A FULL REFUND… even if it’s the last day of the 30-day guarantee. I will honor it, no questions asked. This is how strongly I believe in my course. You will not see a guarantee like this anywhere else, I assure you.

All the risk is on me. Review Everything You Should Know in full, discover the in-andouts of the Publishing and Publicity game… and still return the course for any reason if you don’t like it. Get your copy of Everything You Should Know now. Click on the link now…


Will Your Book Get The Recognition It Deserves And Change The World For The Better By Spreading Your Message?
Or Will Your Manuscript Sit In Your Drawer? (Even Worse… Stay In Your Head, Never To Be Voiced?) It’s quite simple. Whether you’re writing, about to… or you’ve already written your book… you need to start planning your marketing and publicity strategy. You only have three weeks once your book hits the shelves. If your books don’t literally fly off the shelves, bookstores everywhere will be put your baby in a cardboard box, tape it up and send it back to your publisher. Did you do everything you could to nurture your book? To give it the running start it deserves? To bring it to life in this world? It begins with getting it in the right hands.


Everything You Should Know will take you from step one of finding the perfect literary agent… to working with the right editor and publisher… to building out a marketing, media and publicity campaign that skyrockets you and your book to the top. I remember listening to a John Maxwell CD once. He was relating a conversation he had with a publisher… about the books he wanted to write. But instead of saying “write” he said “birth”. “Books just waiting to be birthed,” he said. What a great way to describe the book you’re writing. Birth. Question is… What are you doing to give your book, your baby, the best, possible chance of growing, thriving and living?


Invest in your copy of the Everything You Should Know package now. Click on the link now…

With Love and Warmth,

Arielle Ford Creator of Everything You Should Know Former Book Publicist to Deepak Chopra, Jack Canfield, Neale Donald Walsch and more… Currently International Bestselling Author of “The Soulmate Secret” available in 21 languages P.S. Remember, it’s easier to self-publish than ever these days. The technology makes it possible. But you need to ask yourself a very important question… Are you here to simply put a book in print…


Or are you here to touch, inspire, move and change lives with your message… while getting paid full-time to do it? If it’s the latter, you know you need to get “insider knowledge” to the publishing and publicity world. Get your copy of the Everything You Should Know package now. Click on the link now…

P.P.S. Almost forgot. For the first 101 future bestselling authors to invest in Everything You Should Know (Gold or Platinum package), I am also including the following seven bonus free gifts…


BONUS FREE GIFT #1 – Video Training (Value $997) How To Make Millions As An Author On Stage With Mike Koenigs

As I had mentioned… most authors (even bestselling ones) don’t make enough money to quit their jobs and write full-time. In fact, did you know… less than 1% of published books sell 50,000 copies or more? That’s not what I want for you. Not at all. That’s why you must watch this video with Mike Koenigs. He is an expert at “selling from the stage”. What does this mean?


There are essentially two types of speaking: One, you get paid a flat-fee to speak. That’s what we talked about in video #3 with John Gordon. You can get paid anywhere from $2,000 to $50,000 or more. The second type of speaking is called “platform speaking”. This is where you don’t get paid any flat-fees. Instead, you sell a product to your audience and share the revenues with your event organizer. What do you sell? As an author, you can simply turn your book into a 7-CD course, DVD-set or “package”. With the right audience, “platform speaking” can pull in $75,000 to $200,000 or more with one presentation. In this invaluable two-hour presentation, Mike dissects the exact same presentation he’s presented hundreds of times live, on webinars and teleseminars and webcasts… honed and tested over five years…. accounting for 8 figures in sales easily. (Yes, eight). When you review this video… you will see each and every step to creating your very own million dollar sales presentation. Watch as Mike goes through all 93 slides in his 115-minute presentation… giving you the hows, whys and behind-the-scenes, under-the-radar sales tactics he subtly puts in. Several trainers who have mastered and perfected “platform speaking” regularly charge $15,000 to $25,000 to train you on the art and science of “selling from stage”.


You get this FREE in the Everything You Should Know package!

BONUS FREE GIFT #2 – Video Interview (Value PRICELESS) How Tim Ferriss Became A Two-Time NY Times #1 Bestselling Author

Tim Ferriss hardly needs an introduction. Known for inspiring a near-revolution with his first book, The 4-Hour Workweek, Ferriss’ most recent book, The 4-Hour Body, also hit


#1 on The New York Times Best-sellers list shortly after its release. One of publishing’s biggest seven-figure superstars, Ferriss is also a master book marketer. In my in-depth and surprisingly candid interview with him, Ferriss shares his entire marketing and book launch strategy for The 4-Hour Body and The 4-Hour Workweek. He explains how he uses the Internet to launch his books onto the bestsellers lists, why relationships are the KEY to big-time success, and his unconventional “take” on email marketing. Ferriss also elaborates on best practices for building your platform— and which type of social media is best for building a relationship with your readers. (Hint: It’s not Twitter.) This is the stuff legends are made of—and you get this FREE in the Everything You Should Know package!


BONUS FREE GIFT #3 (Value $97) Mike Koenig’s Speed Reading Course What if you could read a book in 30-120 minutes… with almost 100% comprehension? Best part, it’s easy, takes half-an-hour to learn and it’s done in five simple steps. Sounds unbelievable? Mike Koenigs has spent years studying the best speed reading, comprehension and learning optimization courses out there. Mike now regularly reads two to five books a week. Can you imagine how much research, background information and whatnot you can cover as an author? You’d speed through it all and still have time to write. This course is FREE for you when you invest in Everything You Should Know today.


BONUS FREE GIFT #4 – Questionnaire (Value $27) Harvey Mackay 66 Questionnaire By Harvey Mackay Harvey Mackay is a legend. He’s written some of the most widely published business books, several hitting #1 on the New York Times list. Some of those books include Swim With The Sharks, Beware the Naked Man Who Offers You His Shirt and Dig Your Well Before Your Thirsty. Harvey is also the owner and founder of Mackay Mitchell Envelope Company. One of America’s largest envelope manufacturers, which sells over four billion envelopes a year. How did he grow his business so big, so fast? In one word: relationships. In two words: building relationships.


This is the exact same skill set you’ll need to fast-track your career as an author as you build relationships with agents, publishers, publicists and media contacts…. like TV and radio producers, newspaper editors and website owners. In Harvey Mackay’s 52-year career as a envelop manufacturer he’s developed a set of 66 questions you must know the answer to for your most important contacts. It’s the kind of “deep knowing” that will make people instantly like, trust and work with you. Imagine… calling up any TV producer or top magazine editor, and getting an interview, instantly. You’ll get a copy of this exact same questionnaire FREE when you invest in Everything You Should Know…


BONUS FREE GIFT #5 & #6 One Month Access (Value $97 each, Total Value $194) One Month Access to Instant Customer AND Traffic Geyser

As you’ll discover in Everything You Should Know, the most important thing you can do to guarantee your success in becoming a bestselling author is to build a platform. And one of the most important parts of a platform is your email list. That’s a list of loyal fans and followers who get your email newsletters, announcements and updates on a regular update. There is no better software for handling this than Instant Customer. One of the cool things about Instant Customer is how you can get people to subscribe to your email newsletter with by text messaging you on their cell phones! You’ll get one full FREE month of Instant Customer to try out and see if you like it before you commit to anything.


But you can’t build an e-mail list unless you know how to drive traffic to your websites… where it’s your blog, lead capture site or sales pages. And frankly, driving traffic is an entire week-long course by itself. As an author, you may or may not want to learn about traffic… so I’ll make it easy for you.

Mike Koenigs has graciously included ONE FREE MONTH in his powerful traffic getting system called Traffic Geyser. All you have to do is make short videos, blogs and podcasts… about your expertise or the book you’re working on… and Traffic Geyser will help distribute them to over 100 different (and highly influential) websites… all pointing back to your websites! Traffic Geyser is used by some of the top marketers in the world. You get a free one-month trial when you invest in Everything You Should Know. Get YOUR MESSAGE and EXPERTISE out there, be everywhere… and build your loyal fan base.


BONUS FREE GIFT #7 (Value $47/tele-class) Book Marketing Tele-Class
You’re going to love this. When you invest in the Everything You Should Know package, you will also get access to our ongoing book marketing tele-class. For every tele-class, I invite a top expert, author or producer to come share their best ideas on how you can grow your business as a bestselling author. In the last few months, we’ve had experts come on and talk about… Mobile Marketing for Authors — Can iPhones and Blackberries sell books? Why EVERY Author Must Blog — The Fastest Way To Build A Platform The “Bestseller Blueprint” — A Step-by-Step Guide How to Write Signature Sound Bites — The Media Will LOVE You For Them

All in all, when you add up the value of all seven bonus FREE GIFTS, it comes to $1,362. But it’s all FREE when you invest in Everything You Should Know today.


Invest in your copy of the Everything You Should Know package now. Click on the link now…

P.P.P.S. What have you got to lose when you invest in the Everything You Should Know package? Nothing. For 30 straight days, from the moment you get instant access, you will have every chance and opportunity to review everything. If for any reason you feel you haven’t gotten value for your investment… if you can honestly say my blueprint and roadmap to becoming a bestseller is not good enough… then ask for a full and complete refund. I’ll give you back every penny. I promise you that. But I don’t think you will. Everything You Should Know is frankly… everything you should know. It’s not the most clever title, but it’s 100% true. You will know the exact steps, planning and strategy to becoming a #1 bestselling author after you review this course.