SPS 044: Using A Free + Shipping Book Funnel with Anik Singal
Anik Singal the founder and CEO of Lurn is here today to talk about his book Circle of Profit. He is one of today’s most successful digital publishing marketers. He specializes in product launches, building backends, and having funnels that lead to conversions. He also teaches people how to create their own line passion-based businesses.
Today we talk about how he wrote his first book and how his writing process has evolved over time. He shares great tips like writing an outline, using dictation, and just starting. He talks about some of the fear and hesitation he had, and how he overcame that. He also shares his funnel technique where he gave his book away for free, while still making a profit. Anik talks about how to create a book and book launch that serves your unique purpose.
You can find Anik here:
[01:12] Anik has written a lot of training and free reports. He also wanted to say that he wrote a book. He knows it comes with a level of credibility.
[02:16] He was actually scared to write a book.
[02:58] He decided not to be fear driven. Then he started focusing on the book writing process. He also realized that his book needed the deeper purpose.
[03:39] He realized he can use his book as a lead generation tool and have a funnel behind it. A book serves as the best first thing or tripwire offer.
[04:37] He decided to write the book in an environment that he was comfortable with. He needed momentum with his first book.
[05:08] He decided to call his book a really long free report.
[05:47] He took five days off and decided to write a book. He decided to just write and leave it to the editor to make it perfect.
[06:37] They self published with a Kindle version and they create space hardcover. They have sold close to 50,000 books.
[07:10] He’s writing two other books now. He has the process down with outlines and bullet points. He records his voice. Then has it transcribed. Then sends it to an editor or he edits it.
[08:03] He is focusing internally on book marketing and publishing.
[09:23] The biggest lessons learned were that writing on blank paper is a lot harder than using bullet points and dictating. This gets him going even if the final finished product is much different.
[10:49] If you nail a great title, a book will sell itself. Books have great credibility and are tied to knowledge. They also created an affiliate program that tied into one of their information products. This was incentive for affiliates to promote the book.
[13:53] Anik likes to use his own network to distribute his content. With his own network, he can own the data and the email addresses behind the sells.
[15:03] He can also offer training. This facilitates him financially and helps his a customer gain more knowledge.
[15:51] When someone buys a book Anik does have upsells. The average book buyer is transacting about $26 before leaving his cart. He’s actually able to make a profit by giving the book away for free and having an upsell and basically getting paid to acquire leads.
[19:08] The strongest word ever invented in the history of marketing is free.
[20:52] Books make you into an expert and give you authority and a following. People even quote you.
[21:54] His $25 funnel has a $47 bump and a $197 upsell and a $97 down sell.
[23:59]10 days into the book they start a second funnel. Phase 1 of this funnel is about email marketing. Then phase 2 is about information products. This is a second funnel that matches the flow of the book.
[27:48] Dropping the price doesn’t make your conversions increase. The more plain the video was the better the conversion.
[30:30] Sometimes to see an increase in conversions, you can actually raise the price.
[31:23] Facebook ads are something you need to learn how to scale.
[33:35] He can spend about $15 in ads marketing his book.
[34:57] The publishing company will help Anik’s internal goals when it comes to scale. To be a publisher you have to publish at least five different authors.
[36:21] Being a publisher fits in with Anik’s business model. Today is the best day to be an author.
[37:17] He would also consider traditionally publishing books
[38:42] Anik shares how we got endorsements from Robert Kiyosaki and Les Brown.
[40:19] He was shaking when he met Robert Kiyosaki it was really a great honor.
[41:08] He promotes his book wherever he goes and always carries a copy with him. This is his message to the world and he asks for endorsements whenever he can.
[41:48] Stop thinking and start doing. When you are passionate about something it will come out.
[43:57] Also it helps to write an outline.
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