This week’s episode is about self-publishing, which we’ve lined earlier than. However this week’s friends have turned the success of their guide right into a full-time enterprise that’s nonetheless rising in momentum.

In late 2020, Justin and Alexis Black self-published their first guide Redefining Normal: How Two Foster Kids Beat The Odds and Discovered Healing, Happiness and Love.

Redefining Regular at present has over 200 evaluations on Amazon and has offered greater than 9,000 copies within the two years because it was revealed.

That’s an accomplishment in itself for a memoir. (Usually, until you’re already well-known, no one’s shopping for your memoir!)

Along with guide gross sales, Justin and Alexis are additionally doing workshops, keynote speeches, and different paid gigs associated to the content material of their guide.

On this episode we dive into every little thing Justin and Alexis did to set the guide up for achievement, and how one can borrow the identical techniques on your personal facet hustle.

Justin joined me on The Facet Hustle Present interview to share:

  • the place the inspiration to write down Redefining Regular got here from
  • how they constructed their guide launch crew
  • how they’ve created a number of different income streams

However First, Obtain Your Free Bonus

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The Inspiration to Write Redefining Regular

“The explanation why we wished to write down this guide was largely as a result of myself and my spouse had lived with the expertise of trauma taking place generations in our household, and we’ve additionally lived the expertise in foster care,” Justin instructed me.

Justin defined that he and his spouse, Alexis, wished to write down a guide about their very own private tales rising up and the way their paths crossed.

Within the guide, they share their household histories and the way their very own paths merged after they discovered one another, and the way it’s impacted their lives.

However greater than that, Justin instructed me they wrote the guide to assist problem readers to query their very own lives and what they need from their parental relationships.

Justin defined that their guide makes readers ask themselves:

  • What’s your regular?
  • Is it based mostly on one thing that’s wholesome or unhealthy?
  • How do you go about redefining that?

Writing a E book and Hiring Assist

“One of many greatest issues that helped us arrange the writing of the guide itself was The Self-Publishing School created by Chandler Bolt,” Justin instructed me.

Justin stated The Self Publishing School course took himself and Alexis by the method of the best way to collect their ideas, define their guide, and begin writing it.

One thing else Justin stated helped the entire technique of writing a guide was surrounding himself with the proper folks.

He was cautious about who he instructed he was writing a guide, in addition to who he listened to for recommendation.

“Everyone’s enter will not be all the time good,” Justin defined.

As soon as he had his first draft, Justin stated he confirmed it to folks with writing expertise to get their skilled opinion on how the guide was shaping up.

Justin and Alexis spent most of their money and time on a content material editor. It was the content material editor’s job to ensure the story made sense and browse properly, which is essential to the top reader.

Additionally they paid English academics to go over the grammar and assist edit the ultimate copy. Justin stated they ended up having about 7-8 totally different editors go over the guide to get it to the place he and Alexis have been proud of it.

Even so, Justin instructed me, “We weren’t set on every little thing being good earlier than we truly revealed. We knew there can be errors, some grammar errors all through the guide.”

As they have been publishing their guide by Amazon’s Print on Demand service, Justin knew he may make adjustments down the highway and re-upload the guide.

Making a E book Cowl

Justin and Alexis used an organization referred to as to design their cowl. 100Covers is a web-based platform the place a crew of designers all produce a canopy based mostly in your specs, and also you get to decide on which cowl you want finest.

They ended up utilizing their engagement picture for the duvet, which Justin stated wasn’t the unique plan.

After bouncing a number of concepts with their launch crew and having folks vote on which cowl concepts they preferred finest, they ended up with their engagement picture and blue background.

Constructing a Launch Crew

Justin and Alexis built a launch team who have been instrumental in serving to with every little thing from tweaking the duvet, arising with a title, and naturally, launching the guide.

Justin stated he reached out to folks he’d identified personally and professionally for quite a few years and requested in the event that they wished to be concerned.

It was a profit being within the faculty setting, Justin and Alexis knew quite a few teachers and other people with expertise modifying and publishing books.

Justin saved the launch crew closely concerned in the entire course of. From sending small snippets of the guide to his concepts for the title, he was continuously bouncing concepts off of them.

Justin stated he and Alexis created a Fb group with their launch crew for ease of communication and likewise had them in an e mail loop.

Right here they’d share quizzes and questionnaires, and will simply decide up suggestions and bounce concepts round. By launch date, there have been round 300 folks on the crew!

“Giving folks a view into the method makes them really feel essential… they really feel such part of it and near it,” Justin defined.

Launching a E book and Pricing Technique

Main as much as the launch, Justin stated he constructed anticipation amongst his launch crew by counting down the times until launch and making the guide accessible to pre-order per week earlier than launch.

For pricing, Justin determined to launch the guide at $0.99 on day one to assist get some preliminary traction.

Understanding evaluations have been essential for Amazon’s algorithm, Justin tried to get everybody who learn the guide to go away a evaluate.

One of many incentives Justin ran was a raffle. Everybody who left a evaluate inside a sure period of time was entered right into a raffle to win a present card.

Justin additionally helped out his evaluate crew by outlining the best way to write a evaluate and a few of the factors they may need to embody.

This helped out a few of the individuals who learn his guide however wouldn’t often write a evaluate as a result of they weren’t positive the best way to or what to write down.

PR and Advertising and marketing Redefining Regular

One of the essential issues that helped market Redefining Regular was, “figuring out who have been serving,” Justin instructed me.

That is one thing Justin stated he realized from Self Publishing Faculty. Within the course, Self-Publishing Faculty teaches college students to know their market, know who they need to serve, and the best way to get into these circles.

Justin stated he broke down his guide into totally different themes, akin to little one welfare, religious religion, psychological well being, and so forth.

He and Alexis then immersed themselves in these totally different environments.

For instance, they’d go to separate conferences for psychological well being and little one welfare, Christian music festivals, and different occasions to advertise their guide.

This was an efficient advertising and marketing technique to achieve a a lot wider viewers, whereas nonetheless promoting the guide to individuals who would profit from it.

To introduce themselves to the organizers of those occasions, Justin stated he and Alexis created a media kit.

Inside their media package, they included bios about themselves, their skilled expertise, and would breakdown every little thing they’d cowl given the possibility to talk.

Gathering Emails With a Lead Magnet

As a way to collect emails, Justin and Alexis have included a lead magnet close to the start of their guide.

Their lead magnet is a PDF titled “How Wholesome Is Your Relationship?” It’s a guidelines folks can run by to get an concept of how wholesome their relationships are.

As a substitute of placing a hyperlink for somebody to click on, nonetheless, Justin asks readers to e mail him straight together with the phrases “FREE GIFT” within the title of the e-mail.

Justin stated he did this as a result of he wished to offer readers motion steps to observe in order that they really feel included within the course of.

Somebody on his crew has to manually reply when somebody asks for the guidelines, they usually then use MailerLite to handle their e mail record.

Justin stated he additionally has a lead magnet popup on their web site they usually additionally gather emails in particular person at occasions.

It’s been working nice as Justin stated their e mail record is as much as 7,000-8,000 subscribers.

Justin defined that he and Alexis have been capable of take themes and conversations from their guide and switch them into workshops and keynote talks.

Justin stated there’s a variety of demand from social staff and different professionals within the little one welfare house searching for examples and recommendation from folks of their place.

Via their workshops and keynote talks, Justin and Alexis have been capable of take professionals from numerous industries by the steps they personally went by.

Justin and Alexis have been delivering these workshops and speeches each in particular person and just about. For a 1-hour keynote speech, Justin stated they’re charging round $8,500.

Technique to go!

Surprises Alongside the Method

Justin instructed me he’s shocked that writing the guide has changed into a full-time enterprise for himself and Alexis.

They didn’t got down to write the guide as a option to start a business.

However greater than that, Justin stated he’s been actually shocked by a few of the testimonials and suggestions they’ve obtained about their guide.

“I’ve heard folks say, ‘that is surprisingly lovely,’” and “You’ve inspired me to return and get my doctorate,” Justin instructed me.

What’s Subsequent?

Trying ahead, Justin and Alexis’ lives are solely getting busier.

They’ve a toddler on the best way, they launched a faith-based companion information in July 2022, they usually’re releasing their first kids’s guide arising this fall.

Justin stated they’re additionally increasing their crew in order that they’re capable of placed on extra workshops across the nation.

Justin’s #1 Tip for Facet Hustle Nation

“See how one can serve.”

Obtain Your Free Self-Publishing Guidelines

Obtain the Self-Publishing Guidelines

There is a LOT that goes into turning a guide concept right into a profitable product. Do not go into it blind.

Seize the free best-selling guide challenge guidelines:

You will additionally obtain my finest facet hustle suggestions and weekly-ish e-newsletter. Decide-out anytime.

Hyperlinks and Assets from this Episode

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