You aren’t selling a book, you’re selling an idea
Duct tape: You can fix a tire with it, open a jar, or use it to strap your new book to your hand for 30 days like “Million Dollar Listing’s” host Ryan Serhant.
Serhant decided he would hold his book “Big Money Energy: How to Rule at Work, Dominate at Life, and Make Millions” for 30 days straight posting proof on his Instagram, vlogs, stories, pretty much anywhere there were eyeballs.
When he got bored of holding it, he’d duct tape the 240-page hardcover to his hand. He even held the book in a plastic baggie inside his shower.
It was very depressing. No, not Serhant — I actually love, love, love his team’s idea. What’s depressing is what this idea revealed: that sometimes the best marketing strategy doesn’t have to cost you a dime.
Creativity doesn’t cost a dime
You aren’t selling a book, you’re selling an idea.
Many authors forget this.
Your idea, your vibe, your energy should be reflected in every facet of your book from the marketing campaign to the actual cover itself. Your readers want genuine ideas to incorporate into their lives; they’re tired of being sold bullshit.
Are you releasing a book just to say you finally did it? Or, are you actually trying to change someone’s life with a powerful set of ideas?
Tell yourself the naked truth.
Ryan Serhant’s idea for holding his book for 30 days showed that he could do anything he puts his mind to. His fans know he wakes up at 4 a.m., works out every day, and accomplishes lofty goals.
Holding a book for 30 days is a testament to overcoming another challenge. It isn’t grueling, but it takes grit.
Moreover, it takes creativity.
You aren’t relatable enough for your audience
No one wants advice from someone who’s always perfect. We like a good comeback story. We want to see Rudy come off the bench and watch the crowd chants his name.
Your reader wants to know if they can redeem their mistakes, their faults and shortcomings to surmount a comeback story of their own.
We all want to be Rudy.
The more unsuccessful you are or have been, the more relatable you are to your audience. The important part, however, is demonstrating your vulnerability to your fans.
Try filming progress reports for your book like Serhant and his team. Share all your successes even if it’s a micro one. Do unedited Q&A live streams. It doesn’t matter if only one person shows up.
That person might become a superfan of yours for the rest of your life. That’s an invaluable investment.
And remember: your social media doesn’t have to look like a piece of perfectly curated eye candy. It should be a testament to your work ethic. It can look ugly. The ideas are really what matter.
This is the superpower that Ryan Serhant has
Don’t let the boyish Bruce Wayne looks fool you, Ryan Serhant, 36, is surprisingly relatable. In his 20’s he made around $9,000 a year from real estate and would pay his rent by hand modeling.
In 2008 he almost quit real estate for good after the housing crisis. But that didn’t stop him then, just like how the pandemic didn’t stop him from starting his own real estate company now (reiterating his energy of overcoming challenges).
Ryan is transparent about his wins, losses, and everything in-between. His vulnerability gives his advice added weight. He may look like a perfect person, but he isn’t and never was. This is his superpower.
You can tell yourself that guys like him were born with something you don’t have. That their insane work ethic is their innate superhuman talent. But he’ll remind you not to forget that he was once in your shoes, most likely thinking the same thing about someone above him.
The important next steps you should take
Being broke is a catalyst for creativity. You’re forced to think outside the box without relying solely on how much money you should spend. After all, there’s always a genius idea right in front of you.
The problem is — this idea hides in plain sight. So your job is to put in the work to find it.
Get up an hour earlier, workout every day, and try to be 1% better than you were yesterday. Do it without shame and this idea, like magic, will reveal itself to you.
Serhant probably spent hundreds of thousands in marketing this book on other platforms, but I’d argue that his $0 idea of him holding “Big Money Energy” was his best strategy.
I’m sure the next great $0 idea is just around the corner. I only wonder who will put in enough work to find it first.
Thanks for reading. Check out my new book “Mind and Muscle: The Psychological Benefits of Healthy Habits” linked below. And consider joining my newsletter for weekly updates of my work.
Thanks for the post. We went to Nicaragua twice and it was a blessing each time. I hope we can go back some day. Sheena Bill Siegfried