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Mike Shreeve of Peaceful Profits: How You Can Grow Your Business or Brand By Writing A Book

If you don’t have a lot to sell other than the book, I would recommend you find as many inexpensive or free do-it-yourself methods for writing, publishing, and selling the book. There’s a lot of information online for free about how to sell a few thousand copies over the course of the lifetime of your book. And that’s wonderful. Again, even if all you did was write a book to solidify your intellectual property and create a manual for growing a team, that in and of itself is a million-dollar activity.

As a part of our series about “How You Can Grow Your Business or Brand By Writing A Book”, I had the pleasure of interviewing Mike Shreeve.

Mike Shreeve started his first business using the power of words in 2007 while living on the streets of Portland, Oregon. Thanks to a helpful librarian, the public access computers, and a little elbow grease, Mike was able to write his way out of homelessness and into a life of entrepreneurship, impact, and helping others.

Mike serves on the board of three non-profits, is the owner of two online companies, successfully self-publishes fiction under various pen names, and has generated more than $150,000,000 in revenue for his clients over the past 13 years.

Thank you so much for joining us in this interview series! Before we dive into the main focus of our interview, our readers would love to “get to know you” a bit better. Can you share a story about what motivated you to become an expert in the particular area that you are writing about?

I began my entrepreneurial journey homeless. I started my business because I didn’t have any other options. In 2007, I went to the public library in downtown Portland and asked the librarian if there were any books I could get on starting a little business. I explained my situation: I didn’t have an address, I didn’t have a house, and I could only use the public computers here in the library. The librarian suggested I check out the ghost writing section, the copywriting section, and the general business section.

And so I did just that. It was through reading, books, and writing specifically, that I was able to get myself off the streets in a very relatively short amount of time. I have since gone on to write for some of my personal heroes helping them to create and launch books, and help them to develop all sorts of sales and marketing material. But after being the behind the scenes person for about a decade, for some really big names, I realized I could take the skills that I’d developed and share them with other business owners.

I saw that more consumers are becoming skeptical in the market and with so much advertising and marketing in our faces, using a book to sell yourself is not only a great authority builder, but it’s also a great way to slice through the noise. It’s a way to allow people to try you out, and a way for people who aren’t comfortable with sales and marketing, to excel at selling and marketing themselves.

So I really developed a passion for helping business owners develop and create these types of assets because I think even if somebody reads their book and doesn’t become a client, the book has at least been able to positively impact the reader. It’s really fun for me — knowing what reading, writing, and books have done for me — to kind of be at the center point of this butterfly effect, where we’re helping all these business owners and experts with wonderful ideas, get those ideas out into the market and touch other lives. I think we all have experiences where we’ve read a book and it altered the way we saw the world.

It’s really cool to be a part of that, times a thousand across all of our clients.

Can you share a pivotal story that shaped the course of your career?

Being homeless at the start of my career is obviously very pivotal. Having to use the power of free books at the library to learn enough skills to start a writing business, to turn that writing business into real money, and then to lift myself out of complete poverty, it was a complete journey.

At the time I was living in a tent that I purchased from Walmart for about $14. I put that tent in Washington Park illegally, would hide from the police, and come back into town and try my hand at writing for clients from the public library computers. My clients had no idea that I didn’t have an office or that I was homeless.

They just saw me for the work I would send them. They would get the email and that was enough for them. But one of the catalysts for me in regards to snapping out of the mindset that I was in — when you’re homeless, your mind is in a very dark place — was a YouTube video I came upon. While I was at the public library, before I started my businesses, I would just watch YouTube videos. This was back when YouTube was relatively new so there wasn’t a lot of content, and I got to a point where I’d spend hours a day just mindlessly watching different videos. Eventually — I genuinely have no idea how I found it — I found the Jim Rohn seminar called How To Have Your Best Year Ever.

It was illegally uploaded to YouTube and I clicked on it for whatever reason. I don’t know why, I wasn’t looking for it, and I wasn’t even terribly interested in it. But within the first 10 minutes, my life had already changed. He taught me more in that four-hour seminar than what I had learned in my entire life up to that point. It was my catalyst.

So, Jim was a huge influence on me, even though I never got to meet him as he passed away before I had discovered him. But fast forward to 2015, and I get an email from one of the executives of Success Magazine. Interestingly enough, Success Magazine owns the intellectual property of Jim Rohn. I didn’t know this.

They had no idea I’d been so profoundly affected by Jim, but they offered me to come help them relaunch Jim Rohn to the public. They had a big plan and I got to come in and be a part of it as a copywriter and strategist. I stayed with Success for a long time. Part of what happened at Success Magazine is I got to meet all sorts of people like Tony Robbins, Peter Diamandis, TD Jakes, and John Maxwell. And I met the Zig Ziglar family and the John Wooden family. I was able to work with all of these people and projects, and I really got a behind the scenes look at how books play into their strategy. I got to learn invaluable lessons from the master of content.

That experience really shaped where I felt comfortable in the world. Not only had my life in a lot of ways come full circle, but I was able to find where I could fit all of my different skills and talents and discover what I was really passionate about: helping people who have ideas get those ideas out into the public in a meaningful way.

What are some of the most interesting or exciting projects you are working on now? Are you working on any new writing projects?

I am writing a new book, which will be released in January of 2022, called the Two-Hour CEO. This is one of the longest books I’ve ever written and it outlines every single thing I’ve done in my and my company’s career to get to the point where I now have a seven figure business.

I work about two hours per week on average. I’m really excited about this book because I think a lot of seasoned business owners who used hustle, hard work, and 90-hour weeks to get them to their success, don’t know what to do next.

The hustle’s getting old. They want to see their family. They want to have flexibility. They don’t want to have a job anymore. They actually want to own a business asset. And so my new book, The Two-Hour CEO, is going to outline how I’ve done it. And I took the long way to get there. But now that I’m there, I am loving it, and it has given me a tremendous amount of freedom to pursue other things.

And I’m really excited to share that with anybody who’s interested

Thank you for all of that. Let’s now shift to the core focus of our interview. Can you please tell us a bit about your book? Can you please share a specific passage or story that illustrates the main theme of your book?

So my book, The One Book Millions Method, is really about a very simple concept. The idea is this: a book is a salesperson that works for you 24 hours a day, seven days a week. It never complains, never asks for time off, and it’s the one presentation medium that people actually focus on when they are presented with it. For example, most people aren’t really paying attention when they’re attending a webinar, they have four other tabs open. If they hear your ad or see your ad on Facebook, they didn’t get on Facebook to watch your ad.

However, when people pick up your book and it has good information in it, they are actively doing things like taking notes, listening to the audio book in their free time, sharing the book with friends, etc. So the basic premise of The One Book Millions Method is that writing your own book is a sales asset, which every single person in the world should possess if they want to cut through all of the noise and get their dream prospects to pay attention.

However, there’s a main difference between just writing a book versus how we write and sell books. If you understand the power a book has as a sales asset in your business, then it stands to reason that you should do everything you can to sell as many of those books as possible. The more books you sell, the more opportunities you have for people to pay attention to what you’re saying, to buy into what you’re saying, to buy into who you are, and then to find out how they can do more with you.

A problem often presented when we talk about writing books is that traditional publishing or selling just doesn’t really work. It can be very expensive to sell a book. A lot of people lose money trying to do this especially when they choose to take a “traditional deal.” With these types of situations, there’s a lot of caveats and stuff that goes behind the scenes where it doesn’t work to where you’re happy you sign a traditional contract.

So, The One Book Millions Method is, yes, about writing a book, but it’s more about the methods we use to sell the book. And the real core of our belief is that if you have a book, every dollar you spend to advertise that book should come back to you within 24 hours or less, that allows you to then sell as many books as you would like, essentially for free.

There’s a whole host of different ways that you can do it. The way we use books is to offset advertising costs while putting the most powerful sales asset in the world, the book, into the hands of our dream prospects. And the system by which we sell our book is entirely automated, self-sustaining, and self-liquidating. That is the core of the methodology. It’s not for everybody, but it’s not rocket science.

However, if you’re someone with expertise who can produce content and ideas that someone else wants to read, then in 2022, in this day and age, there’s no reason that you shouldn’t have a book selling between 50 and a hundred copies per day at a minimum, 24 hours a day, seven days a week, 365 days a year.

You are a successful author and thought leader. Which three character traits do you feel were most instrumental to your success when launching your book? Can you please share a story or example for each?

So the first character trait that I think helped my book be successful is that I wanted my book to be helpful. I suppose the character trait would be I had a sincere desire to serve others. So some people say, you know, write a book. And really what they’re saying is write a sales pamphlet. If you approach writing a book as if you were going to be selling that book and you were going to be graded by every reader on how profound or helpful your book was, then you’re going to be successful, and I think that’s a healthy way to think about writing.

For me, the way that I looked at it was I wanted my little 242-page book to be better than a $10,000 course or coaching program. I knew if I could get someone to read a book and then follow its advice to form a positive outcome, they would then turn around and say, how can I get in contact with this author to learn more? That is my whole strategy in a nutshell: properly positioning the book, never trying to bait and switch, and not being too salesy. This formula, I think, really allowed the book to fulfill its promise and keep customers coming back.

The second personality trait that helped to make this book so successful is my stubbornness against paying for advertising. I don’t like losing money to platforms like Facebook or YouTube or any of the other advertising platforms. I know how powerful they are, but I don’t like losing money on ads. And so the transition to using a book as the forefront offer in my business means that instead of trying to advertise my core services and having a cost per acquisition, we now put all of our advertising into promoting the book and because the book is a low ticket paid offer. Every dollar we spend, we make back within 24 hours from the sale of the book and the other offers associated with that particular book. Those offers are other inexpensive, usually between 27 and a hundred dollars upgrades, or cross sales, or down-sells, or upsells associated just with the book.

And so that desire to not lose money is what allowed this book to become such a powerful asset in my particular business.

Then the last character trait, I think, is fear. And maybe this isn’t a positive character trait, but it’s a genuine fear of getting lost in the noise of marketing and selling. My company, Peaceful Profits, operates in a very competitive niche. We help service providers grow their businesses. There are a lot of people who coach coaches on how to coach agencies on how to get agency clients, etc. It’s very noisy, but some of the best marketers in the world operate in that arena because to be frank, there is a lot of money to be made in helping other businesses grow. I didn’t want to be just another webinar, another VSL, another book, or call.

I knew that the only way to profoundly stand out was to change the experience of the consumer. So rather than having my consumers sit through sales presentations, they’re sitting through a good quality book that helps them achieve a result before we ever pursue a sale for any of our core offers. When you buy our book, we really focus on helping you get the results we preach. And only later do we then say, “Hey, are you interested in more?”

So, a fear of sounding and looking the same as everybody else helped me to change the nature of my business and stand out.

In my work, I have found that writing a book can be a great way to grow a brand. Can you share some stories or examples from your own experience about how you helped your own business or brand grow by writing a book? What was the “before and after picture?” What were things like before, and how did things change after the book?

Before we moved to a book front end, we really focused on traditional internet marketing strategies, webinars, lead magnets, free guides, free PDFs, a lot of that kind of stuff. We focused our efforts on giving away free value to the marketplace and hoping those people who signed up for something for free, would then turn into paying customers.

We have very expensive core and backend offers, done-for-you offers, and coaching offers. The problem was that when we followed up on these free teachings, we found that the people who signed up were only looking for the free element. So, our sales team was frustrated because most of the people they were calling, though they had the best intentions, did not intend to purchase anything.

The relationship started off of a transaction where the consumer didn’t have to pay anything. That tended to attract people who had more time than money and our sales calendars were filled with under qualified prospects. Our webinars were 90 minutes at most and our PDFs were maybe 20 pages. These people hadn’t really spent a lot of time getting to know us or what we do before they were getting a sales call. So our sales team had a really high churn. We actually had to lower our prices at one point to see if that would work.

It wasn’t very effective. We had very serious client issues, client quality issues, and prospect quality issues.

Once we switched to a book that had to be paid for in order to access, here’s what changed: all of a sudden our advertising costs covered themselves. Now we’re net zero on all our advertising spending, which means our P and L changed significantly. When you eradicate all of your advertising and marketing, that’s a big chunk of your monthly spend. That was a huge change which was wonderful in and of itself. Then we noticed that people were more engaged and interested in what we do. For example, The One Book Millions Method that we’re talking about here, is almost a seven-hour audiobook. So people who buy the book, whether they read it, read the digital download, or listen to the audio book, have spent about seven hours consuming our ideas. They’re certainly more bought into what we do than say a 45-minute or 90-minute webinar.

With this method, there was a lot more room to get our messaging across in a book. And as I said before, people pay attention to books, especially books that they paid for rather than a PDF that they downloaded for free. We immediately saw an increase in the quality of the individuals that were showing up to our sales calls. They were significantly more prepared to purchase from us because they had consumed, again, at least five to seven hours worth of information. This boosted the number of clients we had so much that, to handle new demand, we had to increase our prices which in turn, allowed us to take fewer clients and make significantly more margin on each individual client.

We found that success often came down to who we were working with, how they’re coming to you, and their expectations in the purchase process. And we found that a book is just a tremendously beneficial filter for ensuring that the right people are showing up to your sales calls. Pre-sold, pre-indoctrination, and pre educated on what you do. That was a really big series of wins for us and tends to be the experience for almost anybody who writes a book, as long as it has value.

The reality is that people have been writing books for business for much longer than I’ve ever been in business. So this is not something that I invented. It’s just something that I noticed in all the people that I admired. You look at Jim Rohn, Zig Ziglar, Tony Robbins, you look at all of these individuals who rose to a very high-level in extremely competitive spaces. Every one of them has a series of books. When I noticed that pattern while working with Success Magazine, it really started that transition to be able to create what I’m doing now.

If a friend came to you and said “I’m considering writing a book but I’m on the fence if it is worth the effort and expense” what would you answer? Can you explain how writing a book in particular, and thought leadership in general, can create lucrative opportunities and help a business or brand grow?

The first thing I would say is if you are in the business of intellectual property, or if you want to get paid for ideas, coaching, or providing a service, yes.

If you are involved in any business in which your intellectual property is a core component of why someone would purchase what you are selling, you should write a book, even if all you did was write a book, put it in your drawer, and never sell it. Why? Because the exercise of writing a book is one of the best ways to clarify and catalog your intellectual property. It also allows you to cement the information you have in a way where you can improve it.

Oftentimes we have thoughts in our head that we’ve never actually examined. We don’t know how good or how bad they are until we put them on paper where we can examine, clarify, and build frameworks around our ideas.

This way, we can turn random ideas into step-by-step documentation and challenge our own ideas. These series of exercises and work that you do over time strengthens the uniqueness of what you do, but it also becomes a manual for hiring. To become a new member of my team, you’re required to read my books because the book is the employee manual. It is because we are an intellectual property business. You buy from us because of our unique approach, the ideas, and the wisdom.

That’s why you buy from my company, whether you’re buying our done-for-you services, coaching services, or courses. Therefore, I need every member of my team to understand and be intimate with the intellectual property. Just this act of writing your book can actually inform the culture of your team. It helps your team be better at customer service and understand your vision. So if a friend comes to me and says, “Hey, I’m not sure if I should write a book or not,” I would say don’t even worry about selling it yet. Just sit down and write it so that you have a tool to grow your business internally, improve upon your ideas. Then I would say after that we can start talking about what you can do with your book.

If being recognized for what you’re providing is something you want, then you must write a book. The number of interview opportunities you will receive because you are perceived as an authority is genuinely and sincerely limitless. If you have a good book, you will get speaking engagements, whether it’s on a stage or a virtual.

On top of that, if you are the kind of person who enjoys networking face to face, having a book that you just hand to someone is on par with that person taking you to their house so you can continuously remind them of the conversation that you just had.

Let me give you an example: say that I am trying to figure out how to become an apple farmer. I decide to buy a book or two or three on how to start an apple farm. What do I do with those books? Well, I read them obviously, which is fantastic, but I also put them on a bookshelf, my table, my briefcase, or on my computer. A book is a literal billboard that people put in their house. And the effects of which are the same as a billboard on a public highway. Every time that I walk into my office and I see that book on apple farming, I think of the book, the contents, and the author. It’s sticky marketing.

Additionally, a book is one of the few things that can be a sales and marketing asset that someone will actively share. For example, if you have a good book, you will recommend it to your friend or your business associate. I can’t tell you how many books I have personally purchased for members of my team after I read them. And I say to myself, this is what I’ve been trying to say, but they did such a better job of saying it.

What are the things that you wish you knew about promoting a book before you started? What did you learn the hard way? Can you share some stories about that which other aspiring writers can learn from?

One of the first mistakes I made was with a book I published in 2011. It was a mistake in the sense that the potential of that book didn’t even come close to what it could have been. It’s still very lucrative even to this day and I still get client requests from that book. The main mistake that I made is that I relied too heavily on an external platform, Amazon, to sell my book for me. And I went all in and I told myself I didn’t have the capacity or the ability to sell the book myself.

At the time I didn’t have the strategies or the knowledge. So for me, that was the best idea — put it up on Amazon. The problem is that I essentially put that book in the middle of major competition. Plus, I didn’t get to add upsells, cross-sells, or upgrades to help offset the cost of advertising that book. Because of this, I never could afford much advertising for it. And I had to rely on a lot of manual, non-automated methods to get that book into people’s hands.

What I learned from that lesson is that if you are willing to sell the book yourself, there are a number of options. I was surprised to find there are printers and distributors and audio book hosting sites, and so many other tools in today’s day and age for self-publishing. You can easily write and self-publish a book that’s better than many of the professionally published books that hit The New York Times.

So one of my really important pieces of advice to anyone who’s thinking about writing a book is to consider how they’re going to publish and how they’re going to sell it. If you can control where your book is sold, you have so many more options, including the financial option to be able to afford advertising for the book. When I was able to make that connection, that’s when I was able to sell literally thousands of copies per month. Depending on who you’re listening to, the average non-fiction book will sell about 500 to about 1500 copies over its lifetime. My company currently sells on average for ourselves or clients between 1500 and 3000 books per month. That’s average and that’s year over year.

This is the power of taking your book off of someone else’s platform and learning how to sell it properly. It’s not complicated. We mentioned it earlier, as long as you include extra assets people can purchase within your book, you can put a dollar in and get at least a dollar out for every book that you sell. The sky’s the limit really. It’s just about audience size and your willingness to advertise and spend, knowing that you’re going to make that money back. It certainly makes for an easier decision.

The other lesson that I’d like to mention is the book hook. It’s what makes the difference between a book that sells a hundred copies a day, seven days a week, and one that doesn’t.

The difference between a great book and a book that totally flops comes down to the book hook. And it’s really, really simple. In today’s world, if you can come up with an exciting angle, a way to hook people with the core concept of what you’re writing about, the book will sell itself. You don’t need to get into tons of marketing, sales, or copywriting. The more you focus on coming up with a strong idea for your book, and a way to present your information in a catchy simple way, then the advertising writes itself and the people who you most want to purchase that book will be able to quickly identify that as the book they’re looking for. It doesn’t matter what the blurb says or anything like that. The book itself is built around this hook and the hook is what pulls you in. So, most of the work that goes into writing a good non-fiction book comes down to taking all your great ideas and combining them in a way that is most compelling for a stranger to want to pull out their credit card and make a purchase.

Based on your experience, which promotional elements would you recommend to an author to cover on their own and when would you recommend engaging an expert?

If you don’t have a lot to sell other than the book, I would recommend you find as many inexpensive or free do-it-yourself methods for writing, publishing, and selling the book. There’s a lot of information online for free about how to sell a few thousand copies over the course of the lifetime of your book. And that’s wonderful. Again, even if all you did was write a book to solidify your intellectual property and create a manual for growing a team, that in and of itself is a million-dollar activity.

However, if you have, for example, core offers that are in the thousands of dollars, or in some cases, hundreds of thousands of dollars, then my recommendation is that you engage experts as quickly as possible. Here’s the reason. On average, we find that between one and two percent of all book buyers upgrade to our core offers, whether that’s our done-for-you offer or done-with-you offer. So, for every 100 books that we sell, between one and two people are going to upgrade to our fairly expensive offers. That means we can easily justify the math behind investing in expert designers, expert editors, and expert media buyers. We know that if we can sell 50 to a hundred books per day, we get on average one to two new clients per day.

Our core offers are many thousands of dollars, and we couldn’t justify these kinds of investments with a high level of confidence if, for example, our only other offer was a $25 a month continuity program. If we only had a $200 course, we probably wouldn’t invest in experts to get our book finished. We would do it ourselves. Sure, people would buy our $200 course and that’s fantastic, but the math doesn’t make sense to justify expertise at that particular level. So, if you have high-value core offers, then my recommendation is to hire experts. That way, you can get your book out faster, but also, so the book ends up in the hands of the types of readers you want.

Wonderful. Here is the main question of our interview. Based on your own experience and success, what are the “five things an author needs to know to successfully promote and market a book?” If you can, please share a story or example for each.

The first thing you need to know is who you want reading the book. So again, for us, the book is simply a tool for turning strangers into loyal customers. You’re not going to get rich off of just a book, it’s too expensive.

These days to sell books, to have any hope of a non-fiction book being in and of itself a tremendous contributor to revenue is the people who read it who then want to purchase more things from you. I have seen too many times people write a book that attracts the wrong audience for the things they’re hoping to sell. For example, if I want to sell a kit for starting your own apple farm, but I write a book about how to start a pig operation, the majority of the people who picked up the book on how to start a pig operation want a pig operation kit, not an apple farming kit. So I would need to sit down and say, how am I going to attract people who want to start an apple farm?

Then, secondly, I would need to write a book about how to start the apple farm. Once I do this, I then could sell my apple farming kits at a very profitable and very high conversion. I then ask, what are the other upgrades, upsells, and cross sells that I can compile and add to the checkout purchase process so that there is more opportunity for revenue generation. This is the key to offsetting advertising spend. For example, if you go out into the world and sell a book for $5, the most you can ever make from a customer in that transaction is $5. That means the most you can spend to advertise that book is $5. That’s not very much. In fact, I would say in 2022, you will never sell a book for $5. Advertising costs are just too expensive.

You also must account for your time. Your time is one of the most expensive assets that you can allocate to any marketing budget. It’s going to take a lot more than $5 worth of your time to sell a book. So we can add other mini courses, templates, or worksheets that the book reader can upgrade for $27 or $50 or $100 dollars. That allows someone who is in the process of purchasing the $5 book to look at these other options and add to their cart. This is a very simple e-commerce strategy that has been used since the dawn of e-commerce.

What happens is you have a $5 book and you have two options on your checkout page, one for $100 and another for $50. That means somebody who just spent $5 has the option to spend up to $155. If they purchased both the $100 offer, the $50 offer, and your $5 book we’re now talking about the potential to be earning significantly more than you are spending to sell. I can tell you with some confidence at the time of this interview, it costs significantly less than $150 to sell a $5 book on any of the major advertising platforms.

So you can start to see how simple and easy it is to turn one dollar into something much bigger. And when you’re able to do this it means you can spend as much as you desire, and specifically, you can outspend your competitors. When you have a marketing mechanism that self-liquidates, you can be everywhere all the time and not have to worry about what your cost per acquisition is for your core offers.

Number three is how are you going to turn that book reader into a client? One of the most important things you can do is put together a plan to nurture that reader into the next thing that you offer. There’s a lot of different ways to do that. The most simple way is email. So when someone purchases your book, make sure that they’re added to your customer email list, but give them time to read the book before sending too many offers. In fact, before sending them offer emails, we recommend sending follow-ups that help them to consume the book, like helping them get the results they’re looking for. Then from there, they’ll be able to go to the next step with you and your business.

Sales is all about follow-ups. The same is true with a book reader. They can fall in love with your ideas and be obsessed with the book that they’ve purchased, but unless you remind them that you have something for sale, they’re likely to forget. So part of nurturing is remaining at the front of their mind and ensuring that you’re reminding them that if they like the book, you have other things for them.

Number four is coming back to the hook. I highly recommend spending a significant amount of time before launching your book, thinking about and testing the book hook. A really great example would be to look at Tim Ferris and how he tested the Four Hour Work Week title. I don’t think you need to go to the extent he did. Most of us don’t have an audience as big as Tim does, but he simply created a book hook around the content he felt most helpful. That is the secret to a good book that generates customers.

You, as the expert, likely know what someone needs to hear in order to buy into your ideas. You may not think it’s the most sexy thing, but that’s why I recommend that you start the writing process with a general idea of what a book hook could be. Understand, however, that as you go through the writing process and you put the reader first, the book hook will evolve. Once this has been worked out, then shape the presentation and the marketing of your book around the hook.

Number five is never sell just your book. This was one of the problems I had early on. When I used external platforms like Amazon, they only let you sell the book. Now, when I sell my books, like The One Book Millions Method, or the Two-Hour CEO, I have extremely high conversion rates, because I created bundles that coincide with my books.

Now don’t get confused between the bundle that we have and those other upsells. If you purchase The One Book Millions Method, for example, you get the book, the audio book, two bonus trainings, a calculator, and some case studies, all for the price of a book. So, whether you buy the upsells or cross sells or not, when you buy my book, you get a bunch of other stuff for free. This is because I am trying to get as many people to purchase my book as possible because for me, the book is the tool that turns a stranger into a loyal customer. And in this overly crowded and overly jaded market, just a book is a very boring offer to somebody who has no idea who you are. So I always try to stack the value as much as I can in the initial $5 book purchase. And that seems to get people over that buying hurdle, to where they’re willing to pull out their credit card, make the purchase because they feel like they’re getting more than they’re paying for.

This is impossible to do on Amazon, as you can’t even sell the e-book and audiobook together. They have to be separate. And maybe if you’re in the business of making money off of just the books, that’s a great idea. But it’s very difficult to do, and I wish you the best of luck. However, I have found that by putting as much value as I can within the book, I’m able to make more sales, impress the book buyer, and ultimately get more of what I really want, which is more core clients.

We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US, with whom you would love to have a private breakfast or lunch, and why? He or she might just see this, especially if we both tag them :-)

There are a few people that I would love to spend time with. The first, I will never be able to because he has passed, but if I had only one choice and I could bring people back from the dead, I would give all the pennies in my bank account to spend one meal with Jim Rohn. He helped me get off the streets and he was critical in allowing me to find this path of helping other people to share their expertise through books. I listened to him at least three times a week.

Now of those that are living, I would love to sit down with Stephen King because a lot of his writing advice, as well as his incredible ability to create compelling stories, has shaped so much of my career. A lot of people don’t know this, but I also self-publish fiction under various pen names and do very well with it. Enough so that I could quit Peaceful Profits and The One Book Millions Method. But as a writer, it would be a fantastic opportunity to be able to sit down with one of the most technically proficient writers of my generation and to pick his brain on the craft of writing.

How can our readers further follow your work online?

If you’d like to read any of my books, you can go to PeacefulProfits.com and my books will be displayed on that website. And if you ever want to hang out with me, send a message. You can find me on LinkedIn under the name Michael Shreeve Jr.

Thank you for these excellent insights, and we greatly appreciate the time you spent. We wish you continued success with your book promotion and growing your brand.

Thank you so much. It was an absolute pleasure. I sincerely appreciate being able to share the value of writing a book. I hope this has inspired someone to sit down and start writing and start sharing their expertise in a way that helps uplift others. It is an incredible thing to be able to share our knowledge in books. One of my favorite quotes is “books and writing are time travel.” We can examine the thoughts and ideas of people from any time period, just as long as they write it down. I hope that those who desire to help others take the time to write it down because it can change someone’s life. I’m definitely a testament of that. Again, thank you so much for allowing me to be a part of this and thank you all for listening. I hope it was helpful.

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