Overview:

David discusses his successful book launch of his book "Systemology" during the COVID-19 pandemic. He promoted the book through targeted giveaways, securing endorsements from industry leaders, running webinars for different groups, and creating high-quality marketing assets. While one of his webinar appearances started late due to an embarrassing incident where he overslept, he was able to turn it into a positive by openly sharing about it.

The launch strategies of narrowing his targeting and focus on building relationships through personalized copies yielded better results than his previous broad giveaways. Attendees discuss Linda as a great resource for book launches and the importance of trademarking intellectual property.

Transcription:

This is a second online event that we've run.

We've run three live events, so, and one networking event.

So, which is, uh, which is exciting.

We've now got two famous authors in the Room.

So, yeah, so, and speaking of famous authors, I guess we better introduce the first one and get things up and up and running.

So we've got David Jennings here and, uh, you, I'm sure many of you, you'll know.

David recently released his Systemology book and it was meticulously planned and executed.

So, and, and basically, you know, he got a lot of names behind it, like Gino Wickman from Gino Wickman to Michael Gerber.

And he's gonna reveal exactly how he did it, how many books he sold, how he received 50 plus Amazon reviews, so quickly, how many books he's selling now, and the full breakdown of his backend funnel.

So, uh, without further ado, I'll hand it over to, uh, to David and I better make you a co-presenter, David.

Let me just, uh, do that now.

Perfect, thank you.

And I'll just, So you should be able to steal the, steal the screen from me now.

There We go.

Yes, I've got it.

Very good.

Now I'm gonna let you monitor the chat, Scott, just so I can open up my slide deck here.

I felt a little bit of pressure to make my slides look pretty.

Scott made a, a comment the other night saying that I've got some of the best looking slides.

So, uh, we'll see how we go.

This, you're Famous for it.

Well famous this, What I wanna walk you through, like I've titled the webinar, how to Run a World Class Book Launch in 2020.

I kind of feel like it's a little bit of either the prequel to the presentation Alan has done.

So for those of you who've been in the mastermind for a while, Alan did a, a presentation, I think it was either at the, the last live event when everybody kind of got together and did a deep dive into, well, what has he done to build his book up and then continue with the marketing.

So I kind of wanna go right to the front as you are launching, and then talk through, well, how do you launch a book?

And then you can roll into a lot of the strategies that Alan talked about.

So this is my third book launch.

First one I wrote a book up authority content.

Second book I did, I did the book launch for Michael Gerber's book Beyond the E-Myth.

And then the last one, most recently that we'll dive into is the Systemology book.

Now, I don't do book launches for a profession, this is not my thing, but I do love marketing and I feel a book launch is pretty much just like, actually am I just gonna double check, Scott, which screen am I sharing?

Are you seeing the full slide?

So I see how to run a world-class book launch in 2020.

We Can see all your tabs with all your porn mate.

Oh, that was what I was hoping.

Alright, I'll, let me change screens.

So the, uh, the way I've approached this is you've thrown me off track there, Alan.

I'm, yes.

Thinking about, uh, I, I approach this like a normal book launch.

So, I mean, my, my labor of love at the moment is systemology.

I put a lot of time into it and I wanted to share some of the numbers.

If you were on the last little get together, we got for, for Scott's Mastermind, it was right in the thick of the launch and I was talking about some of the numbers.

We are now a little bit out, you know, 30 days past.

So I can kind of share those numbers.

And I feel like book launches in, you know, the land of Covid are a little bit different.

For the first book launch I ran, I had a live event and we rocked up to a co-working space and we recorded it and we took photos and that was a big part of the launch.

Same when we did Michael Gerber's book launch, I flew to Carlsbad, California and made a big thing of that, whereas this time round, very much just restricted to Zoom and doing everything virtually.

But I think the way that it was positioned, I got, I would say, far bigger wins and Systemology is really a, a book to launch my business.

That's the way that I see books really to launch businesses.

Whereas when I wrote my first book Authority content, the business El s e o services was quite mature and it was kind of like my swan song.

Whereas it's, it's a little bit different this time.

So the strategy is a little bit different.

So the short version on how to write a killer book is I've got a Method that's what authority content's all about.

I run a workshop, I transcribe it, I give it to a ghostwriter, it goes to an editor, we send it to a type setter, we write a book.

So that's how I wrote all the, the most recent book Systemology.

I ran an event and I went through that same process.

So if you wanna know how to write a, a book easily and check out authority content, then the next thing I wanna talk about is around this idea of strategy.

Thinking about, well, what was the strategy for the first book versus the second book?

So the first book, it was about getting an Amazon best seller.

And part of doing that, I, I gave away free copies through the K D P program, Kindle Direct, and I gave away, in the first seven days, we gave away 6,300 copies of authority content.

And then once it flips from free giveaway to being a paid book, it took me 15 days to get to 500 sales.

And we started off at 99 cents and then basically stair-step the price up.

And then it took me about 40 days to get to 2000 sales.

So the strategy for me initially was, yes, I just want to go for reach.

I would pre prefer to be an unopened Kindle book saved on someone's Kindle somewhere than not even a blip on their radar.

So I thought, well, let's try and give away as many copies as I could.

So that's kind of what informed that strategy.

This book was very different.

I didn't do a free period much to, like, I chatted with Alan about it and I did an r for quite some time.

If it was something we were gonna do.

We ended up not doing a free period.

I started the book at 2 99.

It took us three days this time to get to 500 sales and it took us 30 days to get to 2,336 sales.

Currently I'm selling about 30 to 40 Kindles a day.

And I'll talk about what we were using to do that.

That doesn't really take into account hardbacks.

'cause the, the reporting on that's a little bit, a little bit lumpy 'cause we go through a a, a printer called Ingram and also the Audi audio book, the stats on that is really, really laggy.

So 30 to 40 copies is what we're selling now about, we're about 40 days out and it's been quite consistent.

So we'll talk about how I did that.

The strategy though is to get them from getting the book to then getting them to opt into my list.

So all the way through the book it mentions free resources and then those free resources they'll get in.

And then my marketing can really kick in.

So we had about, you know, 2,300 odd people.

As I said, purchase about 536 of those opted into the free launch into the free resources.

So when you think about it, you know, that's probably close to 25% have actually jumped from book into the resources.

Which means I think, you know, if I compare it to that first book launch where, you know, in that first 30 days I probably had close to 8,000 people, I'm getting much higher engagement by getting people to buy the book even though it's only, you know, a few dollars.

So how did I do it?

The key, you know, components, if I have to 80 20, this started off building what I call a Dream 1000 list.

It's just a take on Che Homes as Dream 100 List.

You just build a big list of potential partners.

There'll be, you know, people from my network, you know, I've run some previous virtual summits, LinkedIn connections, get it all on a spreadsheet.

Gave away 128 hard copies of the book.

So the photo on the left there is me signing them.

Many of the people in the Mastermind I outreach and I sent hard copies to that I signed.

So if I think about it this time, I focused on giving away 128 hard cover copies signed versus last time, you know, I gave away 6,300 free copies.

Yet I, I think, and you'll see when we look at some of the stats a bit further in which I, I got much more bang for my buck for the effort for the 128 very targeted relationships sending physical copies than trying to give away a bunch of, you know, 6,300 books.

The other strategy that was quite huge is I, I did a lot of outreach.

I used a service called Interview Valet and they booked me on a lot of podcasts and we'd lined up about 45 podcasts for the launch.

So everything from Evergreen Profits to Dent, Alan had me do a, a webinar through to his group and I had quite a few other people that got me to do webinars to specific groups.

It leveraged a few of my existing relationships also to get, you know, the Gino Wickman's and Michael Gerber's, a handful of really big names early on.

It helped having the forward written by Michael 'cause that then opened up the door to quite a lot of people.

I I built a, a book ambassador list group, which was a Facebook group.

I used a thing called Arcadian, which is a, you can get marketing students that volunteer for three months.

You get 10 hours per week for three months for about 150 bucks.

So I got three Arcadian students, had them moderate inside the group and I got them sharing a bunch of things in my social media.

The Ambassador group evolved from when I did my first book launch.

So all up there's about 300 people in that group.

If you're thinking about doing a book launch, just join the group and we'll get you the link to do that.

'cause you can go back historically and look at all of the videos I did.

I kind of, all the way through, I kept people engaged.

I got them to gimme feedback on the cover.

I got them to help me with the tagline.

I got them to, you know, when the time came to share it around.

And people really helped to support what it is that they helped to create.

So I got them in enrolled in in that journey with me as we went through, obviously you've gotta build a truckload of high quality assets.

That was the next thing.

And having a really good looking website, that was a big part of it.

I had a guy, Simon Kelly do that.

We built some cool assets.

I found a guy on Upwork in Eastern Europe who did me a really slick trailer for his about 300 US dollars, but it's, it's a really nice trailer.

And then got a lot of engagement.

I was asked for feedback from people.

Also built out this page for all of the ambassadors called a book sharing page.

And it was just systemology.com/book-share.

Basically what I was doing is I, you know, if you think about it, I'd, I got the mistake.

I chopped it up into little pieces.

I put it on a silver platter and then I served it to all of my ambassadors to make it really easy for them to eat the steak and share the book.

I dunno if that was a good analogy or not, but I like it.

I, I also, throughout the way I collected all of the different assets as they were coming in.

So I got all in all, so, and I'll talk about the numbers, I I, I had about 230 people in the end that reviewed the book.

I sent pre early copies to from those, I got 65 endorsements, about 20 of five of those ended up appearing in the book.

I've got about 40 or 50 images of people holding the book.

And you can see a bunch of those on the screen there, a few familiar faces.

I've got about 15 videos for testimonials and now we'll kind of get into the, the real hardcore numbers.

So all of the hard work went in upfront launched a wasn't like it, it wasn't anything special on launch day.

I mean it went live on Amazon.

We, we had a podcast series on my podcast, which is, uh, business processes simplified and I had a a, we, we launched an audio on that.

We turned on the paid ads.

So we did, um, mainly remarketing ads.

'cause most of the effort was in with, uh, both the ambassadors sharing and appearing on the podcasts and my own list.

They really were the key drivers for this.

So with that in mind, all the ads we did, Facebook remarketing, Google Display Network, remarketing, and YouTube pre-roll ads.

Again, as you'll see, Alan becomes a regular theme in this particular launch.

He was one of the pre-roll ads.

He did a nice little video testimonial for me and then we ran it as a, a pre-roll YouTube ad and remarketed it to people.

So Alan's probably gonna be asking for royalties now for every book sale.

The, the, when we think about the numbers, so show me the numbers.

I mailed 128 copies.

I got 230 reviewers.

So the difference between the 128 and the two 30 was probably one of my best avenues was actually through LinkedIn.

I outreached to targeted people on LinkedIn.

Like we looked at accountants and book coaches and bookkeepers, people who I know resonate with the systems story.

And then I sent them pre-release preview copies.

So all that, we had 230 of those.

And then I had an assistant who engaged with them and Emma, she collected it and got them all into a document for us.

And then we collected all of the photos and then those 64 endorsements appeared on the site.

We, some of the early ones, they're the ones that ended up appearing in the front of the book.

And then we also started getting the photos coming in and we were sharing those on social media.

We also, we created sharing assets from those who shared an endorsement.

We then made beautiful little social media graphics with the person's head and a quote that we could then share with them and we could share it and tag it.

Just encouraging sharing did, yeah, 40 plus photos came in.

I got about 15 video reviews and we got 55 Amazon reviews within, you know, we're, what are we now about 40 days out now.

Now Amazon reviews are one of the biggest factors for the rankings and the algorithms on Amazon.

It's really important to get that.

So to get 50 positive ones so early, that was all about those 230 reviewers that I engaged when the time is right.

I then reached out to the 230 and said, great, your time to shine now head over to Amazon and then post your reviews.

So that went really, really well.

So, well we just got a, an email from Amazon the other day, literally yesterday.

Amazon has a program they call the Amazon deal of the day.

And what they do is they monitor things as they're sailing selling and they spot things with awesome metrics and then they reach, reach out to you.

It's, you have to get personally invited to this.

It's not, you can't apply to being an Amazon dealer of the day.

They send out an invitation, you apply and then you might get accepted into the program and if you do, they pick the price and then they mail parts of their database.

So we just got that letter yesterday and we've done the application.

So I'd be really interested to see if we get through Amazon dealer of the day after that sort of 30 day mark, a little bit more.

Sold 2,336 copies.

We had about 5 36 opt-in off the backend, what we were selling.

So I straight off the backend, we rolled into Systemology certification.

So I'm launching a certification program.

We had 40 applicants who applied for the certification off the back of the book launch.

Price point is about four and a half US grand and then we sold 15 of them.

And I've got a wait list of seven for the next cohort that we'll do next year.

That's, and that's such a skinny piece of my segment as well of my market audience.

'cause Systemology helps business owners.

And now I'm talking about the consultants who service those business owners.

So we've still got a primed list now to now go to them and sell something that's, you know, the deeper offer.

And then there's a lot of other indirect benefits as well.

The database grew from, this is a new business for me.

My, I have my other business, Melbourne, ss e o that I just recently sold.

But this business, the database grew from 3000 to 4,700.

So picked up an extra 1,700, quite targeted and we doubled the subscribers to the podcast all up.

I spent about 25 to 30 grand on the whole exercise.

Took me about three months and, and that writing in that expense covers ghost writer book, publisher ads, audio production, 'cause we got the audio book done, designer, all those sorts of things.

And, and we did a, a batch of hardcover copies.

So the last thing I'll just finish on as a story and then we can open up to some questions is just probably the biggest, most embarrassing moment of the launch.

And I know Scott said it was meticulously executed and planned and it was like, I'm a systems guy, of course it has to be.

But right within the last week there was a big ball that got dropped.

So I'll paint the scene.

We're about a week out.

This is similar to when I appeared on, on Scott's podcast.

I just, you know, I was burning the candle at both ends.

I'd been on 45 plus podcasts.

One of the podcasts had, Reva really loved it.

And he said, oh, I want you to come and do a, a webinar for my group, you know, because I appeared on the podcast and he said, I've got this high-end mastermind group.

So I was the guest of honor and I was gonna come and talk about Systemology and this is on the east coast of the us and which meant it was very early morning for me.

It was scheduled for 7:00 AM I had a rough night the night before.

Just a lot, you know, going on.

And like I said, burning the candle at both ends.

I woke up at seven 40, the webinar was at seven.

He had promoted this very heavily through to his high end mastermind.

I wake up at seven 40 and I go, s**t, jump outta bed, put a shirt on.

I don't like to let people down.

So I ran downstairs, straight outta the house, like at that outta hell.

Jumped on the webinar in the last 20 minutes and appeared and said, oh yeah, sorry, had some stuff pop up and apologized.

And Ricky was a real pro about it.

And he's like, oh, well do you wanna tell us a little bit about your book?

And obviously you got some stuff going on.

I didn't realize how long it takes for my mind to wake up.

Takes longer than about three minutes.

And my brain was blank.

I have talked about systemology at length hundreds of times.

I know the steps inside and out.

I arrive on the webinar and it was so awkwardly uncomfortable, like to the point where Rick said, okay, well let's end it up there.

And uh, we just basically closed off the webinar and I, I turn around and I see my wife standing over there on the deck and I ran out and I said, what happened?

And I said, oh, the first thing that came outta my mind is I, I hope no one ends up seeing that video.

I said, I want to bury it.

So five minutes later I get a message from Rick and Rick says, look, it looks like you had some stuff going on right now, but we talked about some stuff that was really valuable forehand.

And I would love to send the recordings of our episode out to my database.

And I just went, oh, you are kidding me.

I like, it just made me look, you know, pretty lame.

And I said to him, look, you can send it out, but I don't want people to not get the message because of my poor delivery.

So give me a chance to have another record.

So we recorded it again and it went really, really well.

But I thought I wanted to lean into it and it was part of the book launch.

So I, I took the segment of the video of me stumbling.

It's the most awkward, uncomfortable two minutes you will ever see.

And I posted it on social media and that I got really high engagement.

Not something that I would normally do, but I just thought, look, let's kind of really lean into it and use it as an example of things not going right and, you know, the, the real reality of it.

And I think a lot of people connected with the idea of, wow, that was quite ballsy to, to share something like that.

And I, and I got a lot of respect from that.

There were one or two other things that happened during the launch like that.

And I think the lesson there is just regardless of what happens in a launch, roll it into the narrative and make it part of the story.

'cause they're usually the magic bits.

So we had some other issues with Amazon and, you know, not being out of stock for a print on demand book and two months shipping delays in Europe and a bunch of stuff like that.

And I, i all those types of stories I shared and made it part of the journey.

So the the, the wrap up here, write a killer book, get clear on what the strategy is, build your outreach list.

The ambassador group was big, high quality assets.

Move into the launch, we talked about some of the numbers.

And then make sure you have a few embarrassing moments in there.

If you haven't yet got a copy of the book, I'm happy to send you a P D F or the audio, just message me.

Or if you really wanna help head over to Amazon, buy a copy.

It's about three bucks.

Take a photo of the, the book if you get the hard bot cover or you know, if you do it as Kindle, maybe take a photo of your Kindle, share it with your friends, run a nice review and it'll be win-win, win.

And together we can cure Covid because I think every book that is bought from Amazon gets us one step closer to curing Covid.

At least that's my marketing angle.

Alright, so that's it.

We'll thanks for tuning in and we'll just open up if there are any questions, Scott.

Okay, excellent.

Thanks.

Thanks David.

And, and we can do, if anyone wants to, because I'm thinking the way we we structure this is that if anyone wants to go into a breakout room, just type breakout into the comments and I'll put you in then, then you can go into little groups and discuss what you learned.

And for anyone who wants to stay and ask questions to David will, yeah, just stay in the room.

But if you do want to go to a breakout, that's great.

I thought that was awesome.

Is it okay Dave, if I also drop the link to our Facebook chat?

I found that in the group from months ago, even pre-launch.

'cause if, if anyone wants to dive into that, there's some awesome content there in terms of the backend and how you used all the database and how you systemized the whole process.

So, um, there Is a video.

I went through my Asana 'cause I mapped this out, Asana, three months, three months before the book launch.

We mapped out the pro the, the whole project in Asana and then went through that step-by-step with Scott for the mastermind.

And then it's, the link is shared.

So if you're curious to see exactly how I set up the project, that's probably the best one to look at.

Yeah, no, awesome.

So what I'll do, I'll I'll drop that into the, into the chat now.

So if anyone wants to have a look at that, you know, later, just feel free to watch that.

And uh, yeah, if no one wants to go into breakout rooms, let's just open it up to questions.

If you do, just type in breakout and and you can go and we can go in little mini.

I can put you into a little mini group and you can discuss it sort of one-on-one.

So yeah, Ari's, ask if you can ask a question.

Yep, go for it.

Hey David, how are you?

Hey Ari, how are you?

Good to see you.

Good to see you, congrat.

Congratulations.

Great job.

Thank you.

So I was just curious on, at the end of the process of what you're selling.

So you're selling a certification model.

Is that your business essentially?

And what's that, what's that about the offer?

So there are two main product lines that we'll, we'll lean into the, we are launching with the certification first just because I'm starting to get some demand for people who want done for you type services.

And I don't really wanna do one-on-one.

I did it for quite some time.

So we thought we'll launch with the certification first, get people who can deliver the method and we're kind of following in the steps of, and Alan's just started his, but we're also looking to things like story brand, duct tape marketing, maybe some inspiration from e o s.

They've all got some certifications.

And then that'll be, yeah, basically an annual license.

They start off with a three month bootcamp and we started the group, we enter the second call and I teach them how to sell systemology done for you services.

And the plan is over the next or end of next year, we wanna have a hundred certified system agents and we're trying to carve out a new category.

So it's not business coaches.

A a systemology is someone who just helps specifically with capturing best practice inside an organization, uh, and getting the systems and processes.

So that's that segment.

And then the other product line that we are looking at doing, we are just finessing a, an online do it yourself type program, which goes very deep on a lot of the things covered in the book.

And then we may also in October launch a done with you program that I'll lead.

But again, the, the plan is do theologist first find the star trainers, then I run the first couple of done with you programs and then we'll we'll get basically the system to lead those, you know, one of the star systemologies to lead those programs and then also elevate them to be like train the trainer.

And then realistically, I'm probably still maybe about two or three years out of stepping out heavily in the operations of this 'cause it's still a pretty new business.

I'm still pretty hands on.

Great, great.

Fantastic.

I'm building the same thing, so I'm, I'm glad to hear that.

Similar, similar model.

I'll click on the, uh, resource you mentioned about who helped you get those podcasts, interviews.

What was that name again?

It's Interview Valet, I think they charge now.

I happen to own a domain name.

I did a bit of a barter with them.

I owned podcast interviews.com and for some reason he came across, it reached out to me and he said he wanted to buy it.

And I said, oh look, how about I do a barter with you?

I think he paid me, it was about five grand us for the domain and it is a good domain name.

Plus he agreed to book me on 20 podcasts.

But normally it's about, I believe a hundred or 150 US dollars per podcast.

Great.

Good to know.

I'll reach out to him.

Yeah, cool.

I could do a little intro if you want.

Yeah, if You wouldn't mind, that'd be great.

I'll, we're launching a few things too, so I'm looking for some visibility on that.

Yeah, yeah, yeah.

Cool.

Thank you.

No worries.

That's excellent.

So we've, we've had a few comments come through as well.

Susie said this is excellent.

David Stella said, David, what was the name of your first book?

I should read that given I've read Systemology.

Yes.

So the first book's Authority content.

And that was, again, I love books as a way to launch a business or to really sell a business.

I mean, Ari's the best at this as well when he, he writes books, it's effectively a sales letter for your product.

But for me, I'm very particular and, and you know, this is probably still open for debate with Ari.

I know Ari leads in.

And then the idea is to make them jump to want to get your products and services.

Systemology is a little bit different in that it tells you everything.

It tells you the model you, you could take and run and work with it, but it's a different strategy.

Like I'm, I'm writing a book that I want to be like a Gino Wickman traction or a Scaling Up Vern Harnish or it's, it's just, you know, both, both strategies work well.

But that's, that was the strategy behind that book.

Why did I say that?

Did someone ask a question about that or did I just say that?

I'm not sure.

No, no.

Um, someone was just asking about the name of the, uh, of the last book, but that was, that was, that was great.

Yeah.

So, uh, and then Nathan said my new GM is halfway through it and loves it.

So some good, good feedback there.

Maybe a testimonial in the, in the making.

And then Gilbert said, uh, Hey David, congratulations.

I was really curious how much of your time in the, in the beginning was set to critical thinking and setting out the tactics for your strategic approach?

I would probably say, look, we would've spent a good couple of days on it or a few days on it.

Like I kind of ruminated on it for about a week and chatted with a few people.

I chatted with Ellen, I had a lady as well, like if you're looking at doing a book launch, a great lady, I've, I've launched, she's involved in all three books that I've done and I can connect you.

Her name's Linda Diggle book Bhan.

And she, she was great 'cause she's been involved in a lot of book launches, so we were able to kind of bounce ideas backwards and forwards.

So she helped a lot with pricing strategy.

She does all the submission.

She helped me with the editor and the type setter and a bunch of things like that.

Who's that?

Susie?

Yes.

Well you're in, you're in safe hands.

Linda is awesome.

Linda is awesome.

Yeah, no, that's, that's that's great.

So, and, and uh, Susie's asked best people to, best place to send people for the book is Amazon.

We are focused on focusing on systems right now in my membership and I wanna refer people.

Yeah, Linda is awesome.

So I think you just covered that.

Yeah, Yeah.

And, and Amazon's best at the moment.

Like that's really the play for me to get visibility.

And the next thing that we are doing, we mentioned it last time and, and it's all happening now.

I did get a Covid loan, so I went to the bank, I've got a really low interest Covid loan and then I've got all my Amazon ads set up and then I'm gonna run lots of Amazon ads using the money from the Covid.

And then I'm gonna take that, all of that and then apply for a E M D G grant again, so the marketing export grant, and then I'll get half of that money back.

And then basically that means you'll get, you know, 80 odd grand worth of spend and you get half of it back and you get a really low interest rate.

'cause the banks are doing it and it's unsecured at the moment.

'cause uh, the, the banks, well, not unsecured, you still have to do a guarantee, but you don't have to put your house or anything down 'cause the government's backing it 'cause of all the covid stuff.

So that's another good little tip.

Yeah, no e excellent.

And Linda has got a fan club.

Kate said, I used to work with Linda at Universal Events with Ken and Karen.

Karen said Linda is awesome.

She worked with us for 10 years and Susie's asked or, or said that E M D G grant was a big takeaway for me from our, from our first meeting.

And then Kate, I didn't know you worked at Universal, so it's a small world.

So I think Alan Ken said we should get Elite marketers.

Alan's bought a swimming pool from the, the grant from E M D G.

No, I thought you would've bought a swimming pool with one week of book sales, Alan.

Yeah, that's Right.

Well, I just bought a swimming pool.

All right.

No, but the, the, the M DG is a really good thing if you're based in Australia for sure.

Take advantage of the M D G.

I've been using it for the last few years and it's nice to get that, you know, a hundred k check or or whatever.

Nice to get some money back from the government.

Right.

Very Good.

Yeah, no, that's, that's, that's great.

That's great.

So yeah, no, that's, uh, that, that sounds, uh, that sounds good.

And yeah, Ken open to getting Linda into elite marketers if someone wants to reach out to us.

Sounds like she's got a, a big fan club in here.

So, uh, that's, uh, that's great.

So we, maybe we'll just take from, from one group, from each group.

If one person, I should have asked you to check who it was gonna be, but just if one person from each group wants, just wants to give in sort of 20, 30 seconds or less, just their aha moment from the conversation and from David's chat and that sort of thing, their biggest, their one biggest insight.

That'd be, that'd be, that'd be great.

So, uh, yeah, who we maybe we'll start with.

Yeah.

Start with Mickey's group.

Sure, why not?

So my biggest takeaway, and I'm like, I'm just automatically speaking on behalf of the group, my biggest takeaway was that I, I just love what he is about just doing the workshop and then transcribing it.

And that's your book.

You know, like us marketers usually chronic overthinkers and perfectionists, and we're like still off doing a book for 10 years because it's like, I've gotta have this written and have all these beautiful points versus we could all do a workshop that, that would be ama of amazing value with our eyes closed.

Yeah, yeah.

No e excellent.

No, very, very true.

Sean, Sean's group, Everyone else is quiet, so I'll, I'll jump in.

Well, we, we were, we were very impressed by David's admission and, and sharing and marketing of the fact that he had a, a total blank jumping on, on that call.

And we were very impressed by, I in particular, very impressed by the fact that you, you actually marketed the hell out of that and, and, and made it a positive thing.

That's fantastic.

Yeah.

And, and David, I mean, I, I don't know how many people realize, but Michael Gerber from the E Myth actually reached out to David to promote his book as well.

So he's, yeah, he's, uh, it's not his profession, but yeah, he's probably better than most people who do it as a profession, so, you know, it's so, yeah.

So that's, that's great.

I think, Marcus, you said you're happy to go for your, for, for your group.

I saw a little note.

Yeah, I'm happy to go.

Apologies for, uh, my video not working there.

So you can't see what I look like, but that's probably a good thing.

I, I was actually really impressed with the, the honesty and vulnerability of when he had that problem and actually making that public.

And then he also shared with us another instance with the, with the, uh, some issues with the shopping cart, which he, he shared publicly and, and, uh, got a great reaction, of course, as you always do.

But our, you know, our temptation is always to hide from problems and try and, and try and, uh, try and yeah, try and hide them and just bringing them out there in front.

I thought that was courageous and, and it paid off, so I was really impressed.

Yeah, yeah, no, that's, that's a, that's a really, really good point.

And, uh, Yeah, we will Go, go Blake, go ahead.

Go.

Cool.

We'll just, yeah, Ari and I were just discussing, Gilbert were discussing, um, the, the amount of work that's involved and yeah, hats off to the, the work that was involved in, in that book funnel.

And obviously I think just the dedication and, and the siloed focus into that one funnel for the business versus, you know, trying to test 10 different funnels to get the same outcome.

So yeah, I guess it's just like testament to going really narrow into that one front end offer.

Yeah, yeah.

No, that's, that's excellent.

Which groups have I missed?

'cause I'm, I'm, uh, Alan.

Yeah, look, I I, I'm always impressed with Dave's ability to organize things so systematically, which makes, makes sense.

Him being a systems dude.

So he was way, way more organized with his book launch than i I ever was.

So hats off to Dave there in our breakout group also, we, we had a bit of a discussion and what, I mean, we kind of went on a tangent, but we talked about the importance of securing your trademark if you've got a special name or something like that, that you, you've got in your business, the impor, uh, I can't overemphasize the importance of trademarking and we've had to defend our trademarks several times where we've had to get people take down notices or someone's registered a domain with our trademark and we've, we've got that we taken off them.

So that's super, super important.

So if you've got a name that's important to you, make sure that you not only just grab the domain and the business name, but the, the actual trademark in whatever countries that you operate.

So you, if you operate in Australia, obviously Australia, US or wherever where whatever regions are important to you.

I, I want to add to that 'cause I've just gone deep on that as well.

So we've registered Systemology as a trademark.

We did it in Australia first and then we went through a thing called the Madrid something or other, which is a way to get to international trademarks.

So we've just applied in Madrid, which then gets us in US, Canada, UK and a bunch of others.

Systemology has gone through and we're applying in Madrid.

And then I've applied for System Hub and then I've also applied for some of those taglines.

The critical client flow is the thing that has been most lifted from my work.

So I've got the registered trademark now for that in Australia.

And then shortly we'll apply for Madrid on that as well.

But yeah, that's a, that's a big one.

Poten the biggest one and this Nick Thile talks all about this, securing that IP is then, when it comes time for sale, because you know, when I want to exit this business or whatever, that, that's the stuff that will really value it quite highly.

And we've also been discussing for certification, how to protect my ip, especially 'cause I'm so open with it in the book and that sort of thing.

The, the best way that I've come up with for protecting certificate, like if you're certifying people and you're basically teaching people to go out and use your brand and what happens if someone signs up to your certification, learns all your material, you, they go off and they set up their own shop and then they, you know, rebrand it or whatever, and they're basically stealing all your ip.

One of the best ways to do that is all around developing tools and things that bind them to the certification.

So it might be a calculator, it could be something that generates a template and makes it easy for them.

Anything where you still control it, that's the best way to lock them in.

We're also doing something 'cause our own system hub, the way that they can get Lifetime affiliate commission by selling system hub to their clients, but they only get the lifetime commission while they remain an active system artist.

So you just wanna look for, for ways to lock your, you know, certified partners in so they don't just sign up, rip all your IP and then run away.

Mm-hmm.

Yeah, no, good point.

Good point.

That's, uh, that's good.

And did I, did I miss any groups?

No, no, that's all, uh, all uh, all good.

Excellent.

So thanks David.

That's, uh, that's awesome.

We'll give him a round of applause.

You know, virtual round of applause.