039: The Secret to Selling More Without Becoming Internet Famous (with Jonathan Goodman)
Jan 13, 2025
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Jonathan Goodman, author of "The Obvious Choice" and expert in writing and marketing, joins the discussion to unveil secrets of book publishing success. He contrasts self-publishing and traditional methods, revealing how a strong back catalog can enhance sales. Goodman emphasizes targeting niche markets for business growth and discusses the crucial role of trust in a digital landscape. He shares a four-step content creation framework, promoting value-driven engagement over chasing internet fame.
Transitioning from self-publishing to traditional publishing emphasizes personal growth and the unexpected depth of connecting with readers.
Focusing on a niche market can significantly enhance profitability and simplify business operations, as demonstrated through targeted online personal training.
Trust is fundamental for sustainable business success, differentiating thought leaders who create genuine value from fleeting internet influencers.
Deep dives
The Shift to Traditional Publishing
An author transitions from self-publishing to traditional publishing, reflecting on the motivations behind this change. The realization that his writing connects deeper than he initially expected spurred the decision to pursue traditional publishing. He acknowledges the significance of personal growth through writing, emphasizing that it is a journey of self-discovery. After recognizing the universal applicability of his work beyond niche markets, he found a repository of potential within his extensive back catalog of self-published books.
Building a Profitable Niche
Focusing on a specific market can lead to quicker success and higher profitability. The author highlights the importance of starting with the smallest available market to create a monopoly, using his experience in online personal training as an example. By honing in on this niche, he achieved remarkable sales, including the quick sellout of print runs of his books. This strategy showcases how targeting a specialized audience can yield significant returns and simplify business operations.
Redefining Success Beyond Internet Fame
Achieving internet fame is not a prerequisite for business success, which is often misunderstood. The author emphasizes that many successful entrepreneurs build their brands through offline word of mouth rather than social media presence or following counts. He illustrates that the reality of sales interactions typically occurs outside the digital space, countering popular belief that visibility online equates to profitability. The focus should instead be on becoming the obvious choice within local or specific markets.
The Four-Step Content Framework
Creating content can serve various purposes at different stages of a writer's or entrepreneur's journey, according to a four-step framework. Initially, the content should be for personal learning and mastery of the subject; next, it should address existing clients' needs. As proficiency grows, content can shift towards industry engagement, building a broader platform. Finally, one can aspire to thought leadership, but only after establishing a strong foundation in the earlier stages.
The Dynamics of Trust in Business
Trust plays a crucial role in building sustainable businesses and differentiates thought leaders from influencers. Unlike influencers whose success often relies on transient internet trends, thought leaders create value through established expertise and reputation. A thought leader can monetize a variety of high-quality products rather than low-priced, commoditized items. The discussion reflects a broader theme that real-world actions and genuinely beneficial offerings lead to long-term trust and success, rather than dependence solely on online popularity.
Get Jonathan's new book, The Obvious Choice at your favorite bookseller. Learn more here.
0:00 – Introduction 1:47 – Self-Publishing vs Traditional 3:19 – Finding Your Niche for Success 6:49 – The Power of a Back Catalog 11:25 – Self-Publishing vs. Traditional Publishing 16:09 – The Content Hamster Wheel Myth 19:11 – Focus on Real-World Impact 23:15 – The Games of Influence vs. Business 42:25 – The Four-Step Content Creation Framework 53:05 – Thought Leadership vs. Influencership 1:01:11 – Final Thoughts & How to Connect with Jon
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