The 7 Figure Book Funnel Book with Rob Kosberg: An EOFire Classic from 2021

0:01Light that spark fire nation JLD here and welcome to entrepreneurs on fire brought to you by the HubSpot podcast network, the audio destination for business professionals with great shows like The Product Boss. Today, we'll be pulling a classic episode from the archives, and we'll be breaking down the seven-figure book funnel. To drop these value bombs, I'll be brought to Rob Cosberg and the EO Fire Studios. Rob is a two-time Wall Street Journal bestselling author and founder of Best Seller Publishing. Rob helps experts stop hunting for clients and instead become the hunted with their own bestselling book.

0:34He's been featured on ABC, NBC, CBS, Fox, and Entrepreneur Magazine, as well as many others. In today's foundation, we'll talk about if you don't have something to make yourself stand out, then getting to seven figures is going to be difficult. The biggest mistake is allowing doubt and fear to stop you from taking the necessary steps and so much more. And a big thank you for sponsoring today's episode goes to Rob and our sponsors. Hustle and Flowchart, hosted by Joe Feer, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Join Joe as he discusses systems, mindset tweaks, reframes, and strategies to help you build a business that gives you freedom and fuel for your life.

1:09A recent episode on using AI for effortless content creation is a must listen. Listen to Hustle and Flowchart wherever you get your podcasts. Many EO Fire listeners have launched non-food franchises and Franbridge Consulting has guided them. Franbridge's founder and frequent EO Fire guest, John Ostenson, has done more placements than any other in the country and his service is free. Sign up for a consultation with John or get a free copy of his book, non-food franchising at franbridgeconsulting.com. Rob, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with.

1:48What's up, Fire Nation? Happy to be with you. John, good to talk to you again, my friend. You know, I don't know how many people would disagree with this, but I would say based on their actions, they would disagree. And that is that a failure, uh, is never fatal. And, uh, and people should, uh, to be successful should kind of shirk the idea of, uh, the fear of failure. And if they embrace it, uh, they can fail seven times, but the eighth time they're going to be successful. I really do love how entrepreneurship can really be this like one sum game where you can just fail and fail and fail, but learning hopefully with every single one of those failures.

2:31And then you finally get it right and you literally hit it out of the park. And not only do you succeed on such a massive level, but that's all people remember you for. I mean, like the only thing that I'm known for right now is Entrepreneurs on Fire, you know, this very successful decade old podcast with 3000 episodes, a hundred million listens. I've had so many failures. I mean, so many failures. I've dropped out of law school. I've been fired from jobs. I've had, you know, products and services and courses just flop, you know, three, five, seven years ago over, over my entire entrepreneurial journey.

3:09But it's the one time fire nation. The one thing that you are known for is the thing that you finally get right. And you will get it right if you keep on going. And that's why I love the topic that we're talking about here today, which is the seven figure book funnel book. Because listen, Fire Nation, this is something that you can take the genius you're learning from people like Rob and my other past guests and create your version of awesomeness, your version of the niche that you're going to dominate. But I want to start, Rob, with just the real question of how realistic is it to actually use a book and a funnel in combination to make, you know, not just five figures, not just six figures, but potentially seven figures in revenue?

3:53Here's the best way I can answer it. If you get it right, it is very realistic. And in some ways it's even easy. The hardest part is the actual doing of it, right? Once you do the steps and put the pieces together, you know, if you have a high ticket offer, obviously that's one of the keys, right? We're not talking about selling a million books at$4.99. We're talking about using the book and the funnel to ultimately sell to your ideal client something much more expensive. But it is actually very, very realistic. And I have dozens of clients who have done it. And I know dozens of other people that do it regularly.

4:39So Fire Nation, this is one thing that I think is really important for you to realize is you're not going to get rich with$5 offers with, you know, selling a million books with a$1 profit margin on that you are going to get rich and you are going to generate serious revenue. When you identify a real problem in this world that you can create the best unique specific solution to and preferably offer that as a high ticket offer. Because guess what? When you can get a hundred people to pay you$10 ,000, now you're on your way. And that's a lot easier, by the way, than it is to get 10 ,000 people to pay you$10 or whatever equivalent that would be.

5:24And like, I've experienced that firsthand, even with a huge audience, like 98 % of my audience has never paid me a dime. And the vast majority of our seven figures that we have earned now for nine years in a row, every single year has come from that 2 % and has come from our higher ticket offers. So we always do hear, Rob, that the riches are in the niches and how important it is to become the best at one specific solution to a real problem in this world. What fields can this book and this funnel really work that you've seen? You know, I'll start with the ones that probably are the most obvious.

6:02Tons of coaches and consultants do this. And look, if you're on Facebook, you see it advertised and you see it over and over and over again, you know, free plus shipping funnels, et cetera. Those are kind of obvious, but there's so many others. You know, I have a client who is a doctor and he does primarily stem cell therapy and stem cell therapy is not something that's paid by insurance. So he is, has a cash practice and he uses his book in conjunction with a high ticket book funnel and books hundreds of thousands of dollars in revenue from that funnel every single month. And now we don't have to get real specific here, Rob, but like what would that funnel look like just generally?

6:45You know, the free plus shipping funnel or a book funnel would be the, you know, the book that is highly targeted. So the right title, the right topic to the right person, and then offered at either some kind of discount or with some kind of bonuses to make it, you know, just very, very desirable. The first step is typically maybe an audio version of the book because people love the audio version. So you'll have a bump of some kind that could be$17 to as much as$47, which helps raise the average order value. And then usually one or two offers. We like one higher ticket offer somewhere in the range of 97 to as much as 297.

7:28And then the most important part, the thank you page with some additional training to eventually get people to schedule a phone call. And then of course the phone call leads to the higher ticket sale. Now I know a lot of people are out there saying, yeah, exactly Rob. I am seeing those ads on Facebook and other platforms and it's just so noisy out there. Like it's such a saturated market, like everybody's doing this. So what is the deal? Is there too much noise to stand out? I mean, is there actually still opportunity in this world to follow this process? Yeah, I love that question because it's like, it's the very, the noise is the very reason that something like this works because you have to stand out.

8:12You know, you're competing. If you're a coach, you're competing against how many tens of thousands of other business coaches or consultants are there. If you don't have something to make yourself stand out, then getting seven figures is going to be really difficult. So that's the very reason why it actually works. So Fire Nation, this is the reason why we bring Rob on the mic because he has experience. He's worked with clients who have done this thing. And so let's get real detailed. Let's get real granular. I love a step-by-step process. I mean, that's why the common path to uncommon success is literally a 17 step roadmap to financial freedom and fulfillment.

8:54Take us through your step-by-step process. What are the steps to make this a reality? Yeah, love it. Love it. Thank you. I'll go high level first. So obviously you need these elements or these pieces. You need a book that showcases your magic. And as much as possible, it should be narrow. So it should speak to your ideal client and speak very, very clearly in both the title, the subtitle, the cover, the contents, all of that. You need a funnel that attracts that person. And I went through just a moment ago the various steps of what that funnel looks like. What you want to make sure you do is increase the average order amount.

9:41And by increasing that average order, you're going to be able to spend more money on paid advertising and traffic, which creates this beautiful virtuous cycle of more clients coming to you. So you need the book, the right book. You need the funnel. You need a number of different upsells within the funnel as I shared. So what that means is you're going to either have to create some additional content that's really high value content along the same lines of the solutions to the problems that you solve. And so if you don't have that already, if you're not a regular content creator, then you want to make sure that you really think through what are the maybe key questions that the buyer of this book is going to have and what other missing pieces might there be.

10:29And they could be, as I said, as simple as an audio version of the book or as complicated as, you know, maybe a 15 step video course that you're selling for$97 to$297. And then, you know, the last and honestly most important piece is you have to have that high ticket offer in place. And by my definition of high ticket, I'm going to say it's a minimum of four or five thousand bucks. And it could be as much as, you know, 50 or a hundred thousand dollars. I mean, we, we sell six figure packages using my publish promote profit book funnel. And so, uh, really the sky is the limit to, you know, to the people that are the right people finding your offer.

11:15So fire nation, I want to kind of go through that process real quick. I mean, number one, you've got to get narrow, you've got to get niche, you've got to get specific and you want to be clear. Like you don't want to have this kind of really clever, funny, like name, because you want your ideal avatar to see it at one glance and to be like, I get it. That's a solution to my problem. Then once you're there, a funnel to attract those right people, you need those upsells within. And that, you know, is again, going to mean some additional high value content you're creating, which you should be wanting to do anyways.

11:49And then listen, what we're talking about here, when we're talking about high ticket, minimum four to$5 ,000 and max, Fire Nation, the sky's the limit, literally. And this is one thing I love telling my audiences, you should not be ending a funnel. You should not be ending a selling sequence. Let your customer end the selling sequence. Let them decide what's enough for them. You're not the person to say, okay, like I've offered them something for 20K and they bought it. Like that's enough. That's enough. Yeah, maybe it is for some of them, but maybe for some of them, they still want something above and beyond.

12:22And for whatever reason, they are excited and willing to pay you for that. And so that's why with my funnels, people are always getting offered one of my highest ticket offers, which is a day with JLD. Come down to Puerto Rico, spending 9 a.m. to 9 p.m. with me here by my pool. And we're talking business. We're talking life. We're talking health. We're talking wellness. We're talking wealth. We're talking whatever it is that we've identified that we want to talk about. And I know that only 0.1 % of people that see that are going to take that, but that's exactly why I keep offering it because there always is going to be that individual that wants that access for whatever reason.

12:59So Fire Nation, we're going to talk about the difficulty of getting a book like this done. We're going to talk about the biggest mistakes that people actually make when they're trying to do this stuff and so much more when we get back from thanking our sponsors. The amount of software required to run a growing business can be daunting. And how do you even know if you're using the right tools? There's help desk software, payment software, email marketing tools, blogging tools, SEO tools. Well, I've got some great news for you, Fire Nation. You don't need more tools to get more out of your business.

13:28You just need HubSpot. They're all on one customer platform is a dream come true for every member of your team. With best-in-class campaigns and workflows to generate more leads for marketing, Your team can focus on your big goals, not on whether something is going to break mid-launch. And with category-leading pipeline management to help sales close more deals, your team will be celebrating wins instead of spitting their wheels. Plus, HubSpot has powerful AI chatbots and a knowledge base to help service teams scale, which leaves your customers happy. And it's built to deliver results and revenue faster to help your business grow.

14:01So dump the disconnected tools and the chaos that comes with them. discover what HubSpot's all-on-one platform can do to streamline your business. Visit HubSpot.com to grow better today. More and more entrepreneurs and investors are discovering the awesome franchise opportunities that exist across a variety of industries. Franchising can simply be the better path, and interest in franchising is at an all-time high. Lucky for you, John Ostenson, founder of Frambridge Consulting, and a frequent EO Fire guest, is here to help you explore the premier franchise opportunities today. John and his Franbridge consulting team are part of the largest brokerage in the U.S.

14:37and have vetted the market thoroughly. Franbridge is hands down the premier source for the best opportunities in the franchise world, including both active and passive opportunities from tiny homes to youth soccer, industrial hoses to pets, senior care to mental health and more. John has served as an Inc. 500 franchisor and is a multi-brand franchisee himself, and he does more placements than any other in the country. Sign up for a free consultation call with John today or get a free copy of his book, Non-Food Franchising, at FranBridgeConsulting.com. That's FranBridgeConsulting.com. There are lots of things you don't want to be as a parent.

15:15But one thing you definitely do want to be, the parent with life insurance. And right now you can get affordable life insurance online in minutes at EthosLife.com slash fire. Having life insurance gives you peace of mind. Knowing your loved ones will be supported if something ever happens to you. Think about all the things they'd worry about if you were gone. And with life insurance, you can help eliminate their stress around things like mortgage payments and other bills. Get same day coverage in three easy steps. Again, Ethos makes it quick, easy, and it's all online. Just answer a few health questions and see your rate in minutes.

15:48No medical exam required. Term life policies start as low as$10 a month and you can start your policy instantly. be the parent you want to be. Get up to 2 million in term life insurance coverage in 10 minutes with Ethos. Answer just a few health questions and get your free quote at ethoslife.com slash fire. That's E-T-H-O-S life.com slash fire. So Rob, we're back and I just want to be real with Fire Nation. Like I'm all about transparency, honesty, like just saying it like it is. how hard is it to get a book like this done? What does that look like? If writing a book were easy, everybody would do it.

16:29So just to be super frank, sure, it is difficult. There have been surveys done that 80 % of Americans want to write a book and less than 1 % ever actually do. Now, with that said, you can get a book done in as short as a long weekend or maybe two or three hours a day over a 14 day period. So it can be done quickly. And of course, that's one element of this process. The funnel is another piece of it coupled with paid track traffic and all of that. So, you know, the best way to answer it is, yes, it is difficult. But truth be told, you know, the opportunities and being able to set yourself, you know, head and shoulders above your competition and have something that is attracting your ideal client to you over and over and over again.

17:17I mean, what's that worth? It's certainly worth the hard work. And it's even worth the investment of both time, energy, money, resources, et cetera, to make it successful. So what does it look like when this funnel is done? What does it look like when it's complete? I mean, we've talked about what those steps are to make this an actual reality, but let's kind of keep talking about this process. And maybe if you have an example from your business, your life, or another client example that you think would be interesting to talk about, let's chat about it now. You know, best case scenario, it looks like freedom.

17:51I'm in Florida. So, you know, we always laugh and joke about how it smells like freedom here compared to a lot of the other parts of the United States. But it looks like freedom because, you know, if you're able to attract buyers, We're not talking about opt-ins, right, email opt-ins. We're talking about attracting buyers, which statistically are 16 times more valuable than an email opt-in. So if you're able to attract buyers at a break-even, your business is infinitely scalable. I mean, boom, just like that. You have an infinitely scalable business attracting people into your business that are voting with their credit card, not with an email address.

18:30So that to me, wow, is freedom for a business owner. Now, that's best case scenario. What's the worst case scenario? Worst case scenario is it doesn't work right out of the gate and there is testing that needs to be done. There is a way to maybe dot most of the I's and cross most of the T's before any funnel is complete. You do want to get feedback from, you know, people that are in your audience, people that are your ideal clients. You want to make sure. And if you've been in your business any length of time, you probably already have a pretty good idea of what is most attractive to them. And so if you're able to take that kind of, you know, important knowledge and put it into your funnel, then it's just going to be tweaks with ads, tweaks with images, things of that nature.

19:20but for the most part, you're going to see some, you're going to see some positive results right out of the gate. Now I do want to talk about mistakes. I mean, I love sharing our income reports with fiery nation every single month because we share our successes that can be emulated, but we absolutely dive into our mistakes, which I want my audience to avoid, or at least learn from. So when they go down a similar path, they're not making the same mistakes that I've already made. So what are some of the biggest mistakes that you've seen people make over the years when they're trying to set something like this up?

19:50The biggest mistake is allowing doubt or fear to, and that resistance to stop you from actually, you know, taking the steps necessary to complete it. You know, when is the best time to have written your book? Well, you know, 10 years ago was the best time. When was the best time to start, you know, EO Fire? 10 years ago when you started it, right? When's the second best time? Well, today if you don't have one done. And yet that resistance of how much work needs to be done does stop a lot of people. So that's probably the biggest mistake. I would follow that up with the mistakes that I've seen people make where they come to me with maybe a half finished product that they've been trying to do on their own is I often see things like people going too broad because they think the broader they go, the bigger their audience is.

20:39And of course, it's the exact opposite. exact opposite those are two of the biggest ones you know what a lot of people in business i think fail at is you know they want customers to trust them they want they want their their clients to you know believe we want them to believe our promises right and if you can you know show them that you can help them by actually helping them with a book with you know video courses with your your upsells that are priced very, very reasonably, then it's, it's so easy, uh, for those people to take the next step with you. And as you said, you know, the higher ticket you go, uh, sure.

21:20The smaller percentage of people that will actually take you up on your offer. But the reality is, you know, if, if you have this machine that continues to pump out new opportunities, new clients at a break, even sometimes even making a profit on the front end, then the sky is the limit. So it's the fear, it's the frustration, it's that resistance, you know, that really is the biggest mistake. People buying into that, well, it won't work for me stuff. Fire Nation, I love this. It's the micro wins that you then can lead into medium wins that of course you can then lead them into macro wins because, you know, micro wins are great because it's something that you can give to your audience, to your ideal customer quickly.

22:01so they don't have to invest a lot of time to be like, is this even worth it? No, like give them a win right away. Like it's tough to give people macro wins right away anyways, because, you know, it's just a lot of time and energy for them to invest to get that big macro win that they might not be willing to if they don't yet know, like, and trust you. But if you build that step ladder with micro wins to medium wins, then to macro wins, you're just continuing to feed that fire of that know, like, and trust. So Rob, you've given us a ton of value today. Take the mic here and bring us home. What's the one thing you really want to make sure Fire Nation gets from everything that we chatted about here today?

22:39What's the best way that we can connect with you, any call to action you may have for us, and then we'll say goodbye. Well, I did put something together that I've never given out to anybody that's not a client, and so I'm going to make it, I have this full training and full breakdown, um, of my, uh, my last book funnel, which has done over$3 million in revenue for us. It's my publish, promote profit books. Um, I want to give that to you guys. Um, uh, I thought, you know, Hey, we're talking about this subject matter. That's like the best thing that I can give and, and give it away for free. So it's at publish, promote, profit.com forward slash fire.

23:16And, uh, it's a full training and breakdown of, of our, our full book funnel. And And my book has done well. My last book was a Wall Street Journal and USA Today bestseller. But the real money has not come from those wonderful accolades. The real money and growth of my business has come by using this book in the funnel. So I think people will get a lot out of that because I break down every single page. I mean I go through all the numbers. It will be really helpful. And Fire Nation, that's what I love about the guests that I bring on. They are actually utilizing their system and their own business to generate big dollars, big revenue, over$3 million in this funnel that Rob is going to be gifting to you.

24:02And one more time, what was that URL, Rob? Publishpromoteprofit.com forward slash fire. Fire Nation, you are the average of the five people you spend the most time with. You've been hanging out with RK and JLD today, so please keep up that heat. head over to eofire.com if you type Rob in the search bar the show notes page will pop up with everything we talked about here today links everything time stamps you name it it's there but your main call to action publish promote profit.com slash fire head over there get Rob's genius for free Rob thank you for sharing your truth your knowledge your value with Fire Nation today for that we salute you and we'll catch you on the flip side thank you brother Hey, Fire Nation.

24:48Today's value bomb content was brought to you by Rob and Fire Nation. Over the last decade, I've interviewed more than 3 ,000 of the world's most successful entrepreneurs, and I've created a revolutionary 17-step roadmap to your financial freedom and fulfillment. I put it all into my first traditionally published book, The Common Path to Uncommon Success, personally endorsed by Seth Godin, Gary Vaynerchuk, and tons of others. The Common path to uncommon success is a step-by-step guidance for you, Fire Nation, to achieve the lifestyle of your dreams. Visit UncommonSuccessBook.com. Learn more, order a copy today, and I'll catch you there, Fire Nation, or I'll catch you on the flippity-flip side.

25:32Hustle and Flowchart, hosted by Joe Feer, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Join Joe as he discusses systems, mindset tweaks, reframes, and strategies to help you build a business that gives you freedom and fuel for your life. A recent episode on using AI for effortless content creation is a must listen. Listen to Hustle and Flowchart wherever you get your podcasts. Many EO Fire listeners have launched non-food franchises and Franbridge Consulting has guided them. Franbridge's founder and frequent EO Fire guest, John Ostenson, has done more placements than any other in the country and his service is free.

26:07Sign up for a consultation with John or get a free copy of his book, Non-Food Franchising at Franbridge consulting.com.