Gerry Robert

Date: August 14 – August 16, 2014

Name: Publish a Book – Boot Camp

Presenter: Gerry Robert

The Publish a Book boot camp is a three day program that consists of five main phases of “Plan it”, “Write it”, “Publish it”, “Fund it”, and “Move it”. The program focuses on how to use book to market business entrepreneurs’ recognition. Gerry Robert changes the traditional publisher techniques to adapt the upcoming trend of business. Nevertheless, Gerry will share his experience and procedures to help new business entrepreneurs to go above and beyond. Gerry has a different perspective and he has demonstrated his different perspective will lead to a different result. Gerry has inspired many business entrepreneurs with his amazing ideas and creativity, and this boot camp provides many effective strategies for all business entrepreneurs to become effective authors.

Gerry Robert recognizes the probability of success is low for business entrepreneurs if they partner up with traditional publishers. Moreover, traditional process of publishing a book will take up to 18 months. Business entrepreneurs should focus on outside of the book sale because money is not in the book, it is around the book.

In this generation, it is difficult to sell books. Business entrepreneurs need to understand it is how the book gives them the opportunity for other than the book sale.

Gerry Robert emphasizes business entrepreneurs should not follow the traditional process of publishing a book. There are two main statements Gerry Robert wants all business entrepreneurs to learn:

• Do not sell in bookstores because it is not worth the effort and it is too slow
• Hard copy will open doors instead of eBook

Business entrepreneurs reject good ideas when they are fear of leaving their comfort zone. The intensity will change and motive business entrepreneurs. Gerry Robert will provide the resources in the back to ensure entrepreneurs are focused with their work on the book.

“Action is the antidote of anxiety”

Many people believe they need to be fully prepared to publish a book. Gerry believes business entrepreneurs do not need to be an expert to write a book. Moreover, Gerry will show business entrepreneurs his techniques to publish a book effectively.

“What you argue for, you get to keep”

Plan It

Gerry wants all business entrepreneurs to figure out what they really want to write about in their books. Therefore, Gerry has created a system called “The Gerry Robert Book Planning System”.

The system makes up of three steps:

• Primary Object (PO): What do you want your book to do for you
• Target Population (T POP): Who is your ideal prospect
• Needs, Desires, Problems (NDP): What keeps them up at night?

“A book is not written, it is engineered”

Gerry points out business entrepreneurs should write a book that is generic than specific. The book should do something for the author. The book should go wide in content than narrow.

Here are some examples of primary objectives for business entrepreneurs.

Leads 15 – 500	Give away a book as a tool Create a lead generator
Become a speaker	$1,500 per talk
Increase clients	Increase extra payment
Increase Target population	20% to 80%
Open doors of opportunities	Speaks for CEOs
Publicity	Separate than everyone else
Job	Sell their product

Gerry Robert has generated some common examples in the market for business entrepreneurs to focus on their PO, T POP, and NDP.

Primary Object

Get on Radio to builds a database	Do TV interviews	Create more free time
Get on Radio to book appointments	Become an expert	Travel
Get on Radio	Get better clients	Become a speaker
Get radio to sell seminar	Sell products or services	Create awareness
Speak for a fee	Make money from book sales	Influence your industry
Build credibility	Tell your story	Get a position in an association
Meet People	Get a job	Get consulting contract
Open doors	Get a better job	Speak at conventions
Improve advertising results	Create MSI	Educate people
Impact others	Open a new niche markets	Meet famous people
be taken more seriously	Become more visible	Position yourself as an authority
Change live	Write newspaper columns
open new markets	Build my brand

Target Population

Age	Any trauma	What do they do for fun
Sex	Medical History	What makes them buy
% Male	live	How many of them are there
% Female	Net worth	Where do they
Occupation	Education	In the city
Level	% College	Rural
Children	% High school	How many friends do they have
% Married	Where do they like to eat	What organization do they belong to
% Divorced	Where do they shop	Do they take vacations
% Single	How much do they spend on	What makes them mad
% Students	What political party

Needs Desire and Problems

Stress related	Economic	Feels like failure
Self-esteem related	Family related	Wants to make a difference
Vocational	Future related	Is tired
Relational	Negativity of industry	Tired of conflicts
Financial	Wants more time	Lack of sex
Feels confined	Desire to succeed	Wants to stop struggling
Feels not being heard	Needs customers	Got bad advice
No time	Confused	Needs to stat over
Boss pressures	Unsure about change	Economic Uncertainty
Speed issues	Feels stuck	Distrustful
Fear	Tired of Rat Race	Angry
Hates Government	Skeptical

Gerry Robert suggests business entrepreneurs to stay away from children’s book, biography, and novels because these are difficult to monetize. The best ways to monetize is to write books that are “How to” and “Show them the money”. This is the fastest path to the biggest cash.

Business entrepreneurs should write about audience’s needs, desires, and problems. Therefore, they should understand audiences’ problem and what they are afraid of. Finally, business entrepreneurs will give the audience what they want and they will give business entrepreneurs what they request.

Plan the book not more than six months. Business entrepreneurs should never apologize or be ashamed to sell their books. They should be confident.

Gerry mentions copying someone’s idea is called plagiarize, but copying many people’s ideas is called research.

“The only thing they can grow is the thing you give energy to”

Write it

Gerry believes there are significant money opportunities outside of the book. This includes new clients, speaking, seminar, coaching and advertisement. The return on investment is phenomenal. Business entrepreneurs should look at this as financial asset. Writing a book is used to be daunting. People always have to think about it. However, anybody can write a book. As long as people can get it down first, they can edit it until it is right.

“People do not know the steps to their dream, so they kill their dream.”

“You can always edit a bad page, but you cannot edit a blank page.”

Gerry invents “The Write it System” that will help business entrepreneurs to set their blue print of the book. It forces to use both sides of the brain. The system will also help business entrepreneurs to write a book in 40 hours.

Step 1: Write 15 chapter title

Gerry wants everyone to write down 15 topics in any order. The reason for 15 is to help business entrepreneurs to exceed their limitation and get the best idea out of their mind.

Step 2: Your major topics in sequence

After 15 titles are done, Gerry wants everyone to cross out 5 topics and put the remaining ten into sequence. This will help business entrepreneurs to understand what is important and what is redundant.

Step 3: 18 chapter ingredients

Gerry wants everyone to brainstorm 18 ideas or ingredients that they can write about in one chapter. These 18 items will be the content of the chapter.

Step 4: 15 chapter ingredients in sequence

Gerry wants everyone to put eliminate 3 ingredients and put the remaining 15 ingredients in sequence.

Step 5: 15 significant statements

In this step, Gerry wants everyone to take each ingredient and ask themselves “What is significant about this ingredient?” Business entrepreneurs will need to make a very brief statement about each ingredient. Gerry wants everyone to put emotional energy into statement.

Step 6: Turn each significant statement into a question

By taking the statements from previous step, Gerry wants everyone to turn each significant statement into question. All questions should come from “Why?” or “How?” or “What is the best way to” or “How can I”. Moreover, questions that will elicit some answer are important.

Step 7: Come up with 3 answers for each question

For each question, Gerry wants everyone to write out 3 answers. They should try to make a very brief statement on each ingredient.

Repeat the steps for all topics. If business entrepreneurs write 5 minutes for each answer word, they need to write 15 minutes per ingredient. There are total of 15 ingredients, times by 10 chapters will equal to 40 hours.

Many business entrepreneurs will eventually run out of ideas. Gerry suggests to some ideas that will help them generate ideas.

File System

Speak, transcribe, write

From speeches and seminars

Teleseminar, transcribe

Blog posts

2 pages per day

Hire ghost

It is always a good idea to put free quiz. Audience loves free things and it will become a magnetic. Business entrepreneurs should optimize the white space as well.

“It always seems impossible until it is done”

Publish it

Book title is the main attraction to all audience. It needs to capture the readers’ imagination or curiosity or desire in that short moment. It is important to sell them what they want and give them what they need.

Any book needs a title and a sub title. The main title is generated by your left brain and the sub title is generated by your right brain.

Titles can be shock, controversy, borrow, well-known and bold. For shock, it needs a strong statement that shows an important fact. For controversy, it needs a strong statement that is opposite from the reality. For borrow, it can be similar to other titles in the market. For well-known, it needs to use the words people are familiar with. Lastly, for bold, the words must have a strong image that can trigger readers.

Cover is very important because people in the target population will judge on the book based on what the cover shows. In average, readers will spend the first 8 seconds to look at the front cover and 15 seconds to scan the back cover. The important thing is readers will only care about their NDP, so the cover needs to show them the book can solve their NDP.

There are some components to make an awesome cover.

Eye-catching picture	Need a picture to get attention
Pain point	Remind or highlight people about pain
Gain point	Create promise on the cover
Ultimate promise	Strong statement shows confident
Ask question	Question help people lean towards the book
Humor	Say something funny
Strong author picture	Impact on creditability
Reader-appropriate colors	Color shows different personality
Raise curiosity	Capture readers thinking
Do not be ambiguous	Simple and straightforward terminology
Use second sub title	Focus and narrow the main message
Consider using numbers	If you have numbers, readers expect more content

It is important to get endorsements. Business entrepreneurs should create a template letter to ask sponsors for testimonial. It is essential to figure out who are the important people in the target population.

In the binding phase, Gerry suggests the first time publishing books should be soft cover and 100 pages. As for copyright, the main rule is the content of the book can borrow up to 300 words without any permission; otherwise, it must have properly quotation or credit them on the back of the book. It is illegal to use image without permission.

Every book needs the International Standard Business Number (ISBN). The number can be registered free on the ISBN website.

The suggest price markup margin of the book should be around $2 to $4. Therefore, the soft cover should be around $34 and hard cover should be around $44.

Gerry recommends putting a QR code to attract audience for call to action. Moreover, Gerry also recommends do not put any blank pages. If there are blank pages, business entrepreneurs can utilize those pages for advertisement to a charity.

“It is not the book, it is the hook”

Fund it

Business entrepreneurs can provide the last chapter to a “resource author recommend” chapter. This will help the book generate some money for funding.

Gerry invents “The Fundit System” for all business entrepreneurs to start their funding. The foundation of the system comes from “Preparation”, “Attitude”, “Interviews”, and “Action”.

Preparation

Business entrepreneurs should find companies that advertise to target population. Gerry suggests not going for big company; instead, business entrepreneurs should go for small or medium companies that can write the cheque immediately. Big corporation have slow procedure due to legal checking. The important thing is business entrepreneurs need to get the money as quick as possible.

Attitude

Business entrepreneurs need to have a positive and confident attitude. They need to show them it is affordable and the book can market for them. However, most people will refuse, so keep trying.

“Some will, some won’t, so what? I will do it anyway”

Interview

Business entrepreneurs should find people who can create synergy with their book ideas. Gerry emphasizes all business entrepreneurs to quote everything in the interview. It is important for all business entrepreneurs not to mention their occupation; instead, they need emphasize they are business author. Gerry suggests the interview should be a maximum of 20 minutes. In any urgency matters, business entrepreneurs should blame their publishers if their interview is at risk.

Action

The funding process could take up time, so business entrepreneurs should book off the time in 24 hours. It is important to measure the results to ensure mistakes are recurring again in the future.

Gerry suggests 6 techniques in the system that will help to fund the book

Buy Now Cards	Keep the audience engaged and keep them warm
Sell Ads	Plant people in the book for exchange the presale
Feature profile	Goes within chapters to help them create recognition
“Bonus” Chapter	Increase the value of the book by sell more content to exist customers
Sell Speeches	Create opportunities to do seminar speeches
The order form close	Ask for the order and proceed goes to charity

“Complimentary, but not competing; informational, not commercial”

“Forgo your fee in exchange for them buying books”

“Blame your publisher for being pushy when asking them to buy”

Move it

The hardest part of publishing a book is to market the book. Gerry believes by giving out the ideas to the market, they will eventually see opportunities. When people make decisions, they will see attract more opportunities.

When people build or plant “thoughts” in their brains, there is a vibration from their brain to the things they desire. They will notice the surrounding that attracts their desire. Moreover, the process is very similar to business entrepreneurs and vision board.

“10% content, 90% market”

The easy part is to get the book published, yet the hard part is getting rid of the books. Based on statistic, 99% of people are still using 2004 or earlier market strategies. In this new generation, people will do their research, and they are less trusting and less royal. Therefore, it is important to understand the current target population’s mindset.

“If you do not know how people these days act, you will struggle financially.”

Business entrepreneurs can use book to break those barriers. In this generation, consumers are offended towards manipulation strategy, so their defense mechanisms are high. Instead, appeal their defense mechanism by respecting them.

The reticular activation system (RAS)

This reticular activation system acts as a filter in people’s brain. It will prevent new information going inside of their brain. In this generation, the RAS is increasing significantly.

In order to penetrate RAS, people must feel pain and gain while they are receiving new information. For example, business entrepreneurs can create introduction video to activate consumers’ pain, and then provide contact information to activate consumers’ gain. People are hungry to solve their problems and they are searching for their content.

Interview Campaign 

Business entrepreneurs can use their book to get free publicity with media. Based on consumers’ psychological behaviors, they will come back if they receive something free. This is a strategy to plant seeds in consumers’ brains. Every time they come back, business entrepreneurs should increase their value. In addition, Gerry believes something away can change people’s behaviors.

During the interview, Gerry strongly suggests mentioning the book. The book will lead business entrepreneurs more media exposure.

“People are like moving parade. If they might not be ready to buy today, they might buy it later in the future.”

Speaking Campaign

The objective of speaking campaign is to sell to the group. Business entrepreneurs need to be good at speaking in public. The best way is to attend Toastmaster events, study other professional speakers, and mimic others. By changing tones and change different position while speaking will get consumers’ attention.

It is important to get feedback form audience. The best technique is to create demo videos and capture audience feedback to modify for future speaking content.

Book Launch Campaign

The objective of book launch is to celebrate and sell books at the same event. Gerry emphasizes book signing at the bookstore is a waste of time; unless people are famous like Donald Trump. Instead, business entrepreneurs can create a book launch event. They can invite sponsors, testimonials, and everyone that are involved in the book. Moreover, it is important to invite councilors to do short speech because they will spread words around to invite other councilors.

During the book launch event, business entrepreneurs can give away swag bags. In the swag bags, business entrepreneurs can put other people’s business contact to promote other people’s businesses. Before business entrepreneurs do the speech, it is important to invite charity first. They can pitch the book sale again by connecting publishers on Skype for more creditability. Nevertheless, Gerry suggests not doing any self-promotion.

Medias will reconnect with the society with the book launch and it will increase business entrepreneurs’ publicity.

There are other campaign strategies that will help business entrepreneurs. All campaigns are created by Gerry Robert.

“The fastest way to be successful is when everyone is going one direction; you go to the other direction”