Episode 109 – Books and business models with Steve Scott

Steve Scott

Steve Scott started writing and publishing to build his business, but pretty soon his business became writing and publishing books: he now has more than 70 to his name, all focused on helping internet entrepreneurs succeed.

In this week’s podcast this multi-bestselling author reflects on what he’s learned about the process and where he goes from here, and generously shares his best tips for producing and promoting books. I learned a huge amount from our conversation – I know you will too.



LINKS:

Authority.pub (with Barrie Davenport): https://authority.pub/

Develop Good Habits: https://www.developgoodhabits.com/

The 10-day Business Book Proposal Challenge: https://alisonjones.leadpages.co/proposal-challenge/

Alison on Twitter: https://twitter.com/bookstothesky

The Extraordinary Business Book Club on Facebook: https://www.facebook.com/groups/1447064765612358/

Alison Jones:                        Hello, and welcome to Extraordinary Business Book Club. And – it’s very exciting, this – I’m here with Steve Scott, who is an Amazon bestselling author with over 60 self-published books on habits, productivity, and entrepreneurship. He’s built a consistent six-figure income as an author, and now he teaches other authors how to create a sustainable business around their books. And I was saying to Steve, I feel like I know him, because he’s in my inbox pretty much every week. It’s so lovely to talk to you, Steve.

Steve Scott:                           Well, it’s finally nice to talk to you over, I guess, Skype now. But it’s finally nice to e-meet you.

Alison Jones:                        That’s nice, good. And you know, what’s lovely is you sound like you, as well. You know when you read somebody and then you meet them, you’re, “Oh!” You sound exactly like you write!”, that’s really nice to hear.

Steve Scott:                           Yeah, I try. I’m really the least formal person in the world, so I try to write that in my books, and also my emails. I try not to be too serious.

Alison Jones:                        Well it works, I can tell you, because I’ve read the emails and now I’m talking to you, and it’s good. But let’s start off with the obvious question, because there’ll be people still boggling there: More than 60 books. It’s quite impressive, isn’t it?

Steve Scott:                           I guess so. I write about habits, but that’s what it really comes down to, is getting up every single day and writing for 30 minutes to an hour. And when you do that for five or six years, it just, it tends to accumulate.

Alison Jones:                        You make it sound so easy. I mean, did you set out to do this? Did you plan it that way, or did it just grow like Topsy? And how many more are in there, do you reckon?

Steve Scott:                           I guess I’ll start with the planning it, not at all. It was, at the time I got started in, I would say early 2012, it was more of a traffic generation strategy back to my blog. But I found that when I started having initial success after the first couple of books, I was like, “You know what this is? This is actually something that has legs to it.” So I pretty much cut out everything in my life, everything business-wise in my life, and just focused on writing books. And then when you do that for a couple hours a day, it tends to build up.

Now to answer your question, how many more do I have? I would say, actually, honestly at this point, we’re recording this in early 2018, I decided recently I’m a little bit burnt out on it. I would say a couple for this year, but I’m also in the process of trying to explore other business model stuff that’s completely unique. And I had that entrepreneurial itch, where I just want try different things, and not just book publishing, so right now, I’m currently trying to find that balance between future projects, but also sticking with what works.

Alison Jones:                        That’s interesting. And I’m guessing, you’re being a bit cagey, there. You’re not at the point where you want to talk in detail about what that might look like?

Steve Scott:                           Actually, no. I’m not. I’m trying to build an Authority site, which… I’m actually not really going to talk too much about what that site is, but it’s just something that I find it’s interesting from the perspective of, instead of me writing all the content, it’s me just trying to create systems and processes, something I’ve never really done before. So it’s this ‘what if’ question, can I actually build a business that doesn’t directly involve me? So there is that. And I’m actually getting into physical products with Barrie Davenport, who has been my partner on many books, and our products, and a lot of other things. We’re actually getting into selling physical products.

So it’s kind of fun. It’s like two totally different new things that I don’t even know if it’s going be good, or a complete disaster.

Alison Jones:                        Well, I was going ask you about the shape of the business. It just seems in the state of flux in the moment, and it’s clear that the books are a huge part of that, and I’m guessing, as you say, when you started off it was just, “Okay, we can use this Amazon machine.” (and we’re gonna talk about Amazon), but that’s a fairly straightforward business model. But there’s lots of other activities going on around them, isn’t there? So you’re, you speak a lot, you’ve got a lot of affiliate relationships. You’re involved with Authority Pub… Just talk us through the map of stevescott.com. How does it all fit together?

Steve Scott:                           I would say for the most part, actually I should have told you before this, but the Steve Scott site, I don’t really do anything on that site anymore. I kind of abandoned it. My new testing ground for content has been my website Develop Good Habits. But for the most part, I found – actually I learned this the hard way over the last couple of years – that self-publishing should be its own kind of unique individual business, where you get people to read one book, and hopefully they go on to buy future books. And I’ve realised that trying to balance that with a whole other affiliate marketing business, they just don’t really mesh that well. So to kind of answer your question, while I occasionally do affiliate promotions, I find to just kind of sticking to building an audience around just continuously buying books, that seems to work for that particular aspect of that particular business.

Now when it comes to affiliate marketing, I’m actually starting to… that’s kind of the idea behind the Authority website, to develop a whole other thing that’s not really dependent on self-publishing. I know I’m kind of talking in circles here, but the point is that I just kind of learned the hard way, that for me personally, it makes sense to divide the businesses. That said, I talked to a number of people that I’m friends with, that are able to use their books as a kind of generation, as a place to generate leads for whatever speaking service they have, for whatever high-end coaching product they have. Or whatever high-end offer that they have.

So it’s a little bit of a different model for me. I just find that the kind of book catalogue approach is what works for me, personally.

Alison Jones:                        And I guess once… that’s the thing about critical mass, isn’t it? You can’t make that work if you’ve only had three books out there. But once you’ve got 10, 20, 30, 60, suddenly – and you can cross-promote across them, can’t you? – the scale thing makes a huge difference.

Steve Scott:                           Yes, absolutely. Yeah. I would say the book catalogue approach really works if you have a book catalogue. But if you’re trying to live just off your book income from just one or two books, it probably won’t work. And the model really is if you want to make money from just books, you have to commit to working at it every single day, writing every single day. Coming up with content ideas, talking to your market frequently. You mentioned email list before. What I like to do is I’ll frequently just email my list with, “Hey, I have three book ideas. Which one of these would you like to read next?”

And just, it’s that simple. And the point is if you wanted, if you’re going to be in the book catalogue business, you want to be in the book catalogue business, you want to make sure you’re frequently publishing content.

Alison Jones:                        Yes, absolutely. And that’s, do you get lots of engagement off your list, like that?

Steve Scott:                           I do. I just, I haven’t been as good as I could have been, as good as I have been in the past, so I do find that whenever I send an email, I would get usually 10 to 20 responses back from that particular email. And that’s how I stay engaged. But to be honest, it’s one of those things where I’m so busy doing other things, that I don’t treat the email list as well as I could have, by regularly publishing just what’s up with me, what’s going on, kind of a: here’s some good content. I definitely need to do a better job with it, and that’s actually one of my goals for 2018. Is to get better with just corresponding with my email list.

Alison Jones:                        I think everybody listening is nodding along furiously, going, “Yeah, that’s one of my goals for 2018, too.” So it’s incredibly heartening to hear you say that. Look, can we talk about Amazon for a minute, as well? I mentioned it a little bit before, where the thing that allows people to self-pub, and to make their money off their book, has love and so on, is Amazon. It has changed everything. It’s interesting because obviously I’m from a traditional publishing background, and 10 years ago we were seeing Amazon as a problem.

The thing is, it’s facilitated this whole new ecosystem of entrepreneurial writers, hasn’t it? And I know you’ve used in the past that phrase of ‘cracking the Amazon code’. Just tell us a little bit about what you mean by that. What does Amazon make possible for people like you?

Steve Scott:                           Well, I would say it’s just amazing from a reader’s perspective. When I first got turned on to Amazon, just the fact that no matter where you are in the world, if you have an internet connection, you could just press a few buttons, and a book would pop in your hand. Yeah, I’m 40 years old. I remember when if you wanted a book, you would just go down to the library and go pick it up. Or go to Barnes & Noble. And now it’s, it literally, anywhere in the world you can get a book. I still find it amazing, 10 years later.

But as far as a self-publisher… it’s amazing for the fact that you can create content, you could put it up there, you could build an audience, and you could create 1,000 true fans just by publishing your content. And Amazon has their fingers in so many pies, that I’m just amazed at the platform that they’ve built, and there’s also a part of me that’s a little scared that they’re just basically going to take over the world, and we’re all going to be slaves for Amazon, a machine. But that’s kind of one of my funny conspiracy theories.

But as far cracking the Amazon code, what I find is, you could really run a simplistic business, and I’ve kind of boiled everything down to five basic steps. It’s just, obviously you want to write a good book, that’s the most important aspect of it. You want to have a good description, so you want to get really good at writing compelling copy that, when people land on your book description page, they look at what you have to offer, and they click the buy button. Obviously a really good cover. People do judge a book by its cover, so you want to make sure that it’s something that just immediately grabs someone’s attention.

Fourth, is just: launch really well. And that’s, I know that’s a real technical term, ‘launch really well’. But launch a book, and that really involves tapping your email list, using a service called BookBub, which is kind of a book marketing engine. So they have a, we could talk a little bit more about this later, but they have a cost per click type of service, where you just display a bunch of ads, and you get people that are on the BookBub platform to buy your book. So that’s number four.

And finally just Amazon ads. So there’s something called AMS Ads, which you can find at AMS.Amazon.com, you’re able to find a bunch of keywords, and book titles, author names, that sort of thing, create hundreds upon hundreds of keywords for your books. You can target those people, and hopefully get them to go on and buy your book. So really, if you do those five things well, you could run a proper business just by selling books.

Alison Jones:                        That’s really interesting. Seeing under the hood, the technical bits. Because obviously the email list is absolutely core, isn’t it? And that’s, if you can coordinate your email list to buy, then you can rocket yourself up the bestseller chart, and then you’ve got your bestseller tag. But I’m really interested in … I’ve tried a bit of AMS Ads, and I wasn’t wildly impressed with the results, so maybe I’m doing it wrong, maybe I’m not getting the right keywords. Or maybe I’m just not doing it enough, not doing it consistently enough.

Steve Scott:                           Yes.

Alison Jones:                        Yes, if you dabble in it, you never quite know whether it’s not working, because you haven’t given it enough time. Or it’s not working, and therefore you should stop.

Steve Scott:                           Yeah, you definitely, I would say… just some quick on-the-fly advice: I tend to use what are called Sponsored Products. There’s two different types. Sponsored Products are the strip of books that they list right below what they call the “Customers Also Bought” tab. So it’s just a string of books posted there. And there’s product display ads, which, I just don’t find that works really well for me, personally. So stick with Sponsored Products, and really try to find as many keywords as possible.

And a tip that is really working for me, if you just go to “Hot New Releases”, just find all the author names and titles – sorry, book titles and author names – and keywords related to that particular book. If you’re consistently adding those keywords, because they’re trending now… so it makes sense to kind of piggy back on their success. So if you create ads for that, you will get a lot of impressions and clicks, just by doing those few things well.

Alison Jones:                        That’s a very hot tip, thank you. I like that a lot. One of the things about Amazon, of course, is that they change fairly regularly. I mean, do you find yourself having to stay on top of how the algorithm’s changing? Or the different… I remember the royalty rates changed briefly last week – we’re talking in January 2018 – and then disappeared again. And you’ve always got the sense that something’s about to happen that you can’t control, with Amazon. I mean, do you have a sense of that? Do you have to stay on top of it?

Steve Scott:                           I’m going to give you the worst answer: I try not to really worry too much about it. That said, focus on obviously building the email list, so, in the front and back of every book. Some people say this is too marketing, I find I’ve really never had a push back from it. But try to build your email list consistently, so whenever someone reads your book, they’ll join your email list. Focus on writing consistently, and focus on marketing. And yes, there’s always stuff that changes, and it seems like every week I hear another change with Amazon. But it’s more, like, if you do the fundamentals, if you’re consistent, then a lot of these changes, that… yes, they will impact you. And the stuff with Kindle Unlimited, when they started just really, pretty much destroying the rates that some people were getting. Like, the people that tend to write shorter books. That was a bit of a gut punch. But for the most part, if you’re practising the fundamentals, a lot of these changes won’t affect you.

Alison Jones:                        Yeah. Yeah, that’s interesting. And going back to the email list for a minute. I know that you’ve just launched a new series, Five Things I Love, which I thought was really lovely. How do you go about building that email list? And I know you’re saying you don’t nurture it as well as you should but you still do it pretty damn well. What’s your key tip for someone who is maybe in the early stages of building their email list? What one thing do they need to do consistently?

Steve Scott:                           I would say kind of just what I mentioned: in the front and back of every book, have an email offer. And this is not necessarily just “Join our email list”, you want to have something compelling. So off the top of my head, if you’re writing a book about mindfulness, you could have, in the front of your book, “Hey, I have a quick video that breaks everything down in five minutes or less. You can get started with mindfulness today.” Something like that, where it’s something very value driven. They join your email list, so they’ve read your book, but also they get a chance to get started right away with whatever you’re teaching.

And then from there you can nurture that. And do a better job than I do. Nurture them by providing more value. And then whenever you have a future book launch, you could use those email subscribers to hopefully buy your book. Now, that’s just one way. One strategy that’s worked for other people is to offer your book for free for a limited time, and hopefully build your email list from there. If you have a content site, I would recommend putting advertisements for your email offer, pretty much any place you could possibly can do, without really overwhelming your audience.

So at the bottom of every blog post, in the side bar, at the top of your content…. maybe have a kind of a, it’s hard to describe over a podcast, but if you’ve ever been to a website, they’ll usually have email offers, pretty much almost like a banner at the top of their website. If you want to get aggressive, you could have a splash page. So the point is, if you want to grow your email list, you have to kind of be in the business of growing your email list, and try to look for every possible opportunity to get someone to subscribe to your email list.

Alison Jones:                        And do you know, I don’t know if this is a cultural difference, but I think that as a Brit, well, certainly for me, anyway… I think, well I’ve said this thing once, so I don’t want to bore people with it. But of course on social media, people have half an attention span, and they don’t see 90% of what you put out. So if you’re going to try and get a message out, you have to have it, as you say, everywhere. And you have to repeat it. And there’s no point in being coy about that.

Steve Scott:                           Yeah, I had to, I guess the cultural difference is I’m the aggressive American, I suppose. And I’m like, “All right, join my email list. Hey, have you joined my email list? Hey, by the way, you should join my email list.”

Alison Jones:                        Whereas I’m like, “Well, you don’t have to, but it just, it might possibly … Oh no, never mind, you probably wouldn’t like to.” You know? Yes, so I’ve got to get over that, and put it everywhere. Yes. I have to say that splash screens really irritate me. I don’t mind a pop up, but when you cover the whole screen, and I can’t find the off button …

Steve Scott:                           Yeah.

Alison Jones:                        I’m outta there.

Steve Scott:                           Yeah, and actually I do agree with that. The hard thing is, I’ve measured it, and it gets results.

Alison Jones:                        Really?

Steve Scott:                           But what I’m actually starting to… yes, it does. I 100% agree. It annoys me, too. Yet when I see the metrics behind it, it does actually work. So the halfway measure that I find works, at least for a content website, is if you’re targeting a real specific audience… So let’s just say you have, I’m trying to think of something off the top of my head. I rank well for the keyword “morning routine.” So whenever someone comes to just that page, I have a splash page that basically says, “Hey, I have a quick 11 habits you can add to any morning routine. Just sign up here.”

So it’s really targeted. It’s not like it goes to every single person. But it really does work, because this is the exact thing that they came to the website to find. And it just gives us a quick PDF that they can use immediately. So I guess that would be more of the logic behind a splash page, and kind of getting back into book publishing, if you actually create really targeted email offers towards a particular audience, then you’ll find your opt-in rates increase. So if you’re writing a book about one particular subject, make sure that that offer really tailors to that particular audience.

Alison Jones:                        Yes. And then you’re actually providing a service, almost, with this stuff, rather than irritating people because it’s not what they want.

Steve Scott:                           Yes. Again, I do find splash pages a little bit irritating. That’s why it’s only, I think it’s like four pages on my website out of 500 pages. So I do it aggressively in certain spots, but for the most part I 100% agree with you. It’s a bit too much.

Alison Jones:                        Well, it’s interesting you mentioned the writing routine thing, and featuring for that, because that gives me a lovely segue into another thing I’d love to talk to you about. You’re basically a writing machine, and I just, there’ll be people going, how do you do that? How do you just sit down every day and write? Don’t you run out of ideas? Don’t you get bored? Tell us what does writing look like for you, and how do you just get on there and do so much of the damn stuff?

Steve Scott:                           Sure thing. So there’s a couple ways I can go with this. I guess first off, is I always have Evernote and Todoist. They’re both at the top of my phone. So whenever I have a book idea, or something I want to flesh out, I’m constantly adding to that. So I would say in a given day, there’s usually 5 to 10 ideas for a section. Or for potentially a new book idea. So on top of that, I listen to a ton of podcasts, I read a lot, so obviously you want to be watering your garden. You want to constantly surround yourself with new ideas. That’s …

Alison Jones:                        You’re taking the good stuff in, so that you can put the good stuff out. I like that, yeah.

Steve Scott:                           Exactly. And so obviously if you’re watching five hours of Game of Thrones… Great show, but if you’re watching five hours of Game of Thrones every single day, you probably won’t, unless you’re writing fantasy, you probably won’t have any great ideas. So you want to frequently just input a lot of good information. So that’s where the ideas come from. It really is amazing how one thought, something like a throw-away comment from a podcast, how that’ll kind of lead you to a second thought, which you’ll hopscotch to a third or fourth thought.

It’s really hard to explain, but really when you’re listening to a lot of stuff, you get a lot of good ideas. So from there, I tend to, this is going to sound aggressive, but it’s just kind of what I do. So at any given point, there’s three books in the pipeline. So there is the book that I’m tinkering around with in my mind. I haven’t written it yet, but it’s kind of germinating with, “All right, here’s what I’m going to write in the future.” And then there’s the book that I’m currently writing, so this is the one I’m actually in the weeds working on the outline, or a current draft. And the third book is the one that’s in post-production.

So pretty much the idea here is, as soon as you finish one book, you close it, you ship it off to your editor. You open up a document, and you get started on the next book. So it’s almost like a production line, in a way, where you’re just constantly working at it. And the real secret, and this is really not a secret, but try to write first thing in the morning. So, I find that I tend to put it off if I don’t do it right away, so get up 30 minutes earlier, an hour earlier, than the rest of your family is up.

Just sit down, get your butt in the chair, and just start writing. And again, it’s the worst advice because it’s difficult, but really that’s what’s worked for me for about six years now.

Alison Jones:                        I’m guessing you don’t have a launch party for every book.

Steve Scott:                           Oh, no. No. I …

Alison Jones:                        It would just get a bit much, wouldn’t it?

Steve Scott:                           I tend to eschew a lot of the quote unquote ‘traditional’ stuff like blog tours, book tours. I find that Amazon ads work, launching to an email list works, and a little bit of BookBub ads. And just those three things, I try to do them well, and I ignore everything else.

Alison Jones:                        Do you know, this is so refreshing, because a lot of people get very precious about books, and it’s lovely to hear somebody… You’re this, I mean, I think of Trollope. Just did the work, and then sent it off.

Steve Scott:                           Yep.

Alison Jones:                        It’s really workman-like. It’s terrific. And actually, a lot of very very eminent successful fiction writers have exactly the same approach, don’t they?

Steve Scott:                           Exactly. Actually, Trollopee, Troulpe?

Alison Jones:                        Trollope, yeah.

Steve Scott:                           Trollope. He is like my, if there’s a patron saint of my business, he is that. Because literally, I read something once, and he said, if he had five minutes to go and he’d finished a book, he would open up a fresh page, and get started on the next one. I’m like, “That guy’s a machine!”

Alison Jones:                        Yes.

Steve Scott:                           Like, he wouldn’t… he stuck to his schedule every single day without fail. And that’s what I try to aspire to be, right? I’ll never be as talented as he was, but still, I was just amazed by him. But you mentioned fiction writers, that’s actually kind of where I learned it from, is fiction writers, they’re really serious about sitting down and writing on a consistent basis. And I try to model a lot of what I do just by fiction writers, because I think they approach it like a business. Whereas a lot of non-fiction writers are, I hate to say this, but they’re kind of like me, they’re always looking for that short cut. Fiction writers are committed to their craft, and they have a 10-year viewpoint about their business.

Alison Jones:                        That’s interesting. Tell me a little bit more about what you mean by that. That difference between how fiction and non-fiction writers view what they’re doing.

Steve Scott:                           I think a lot of non-fiction writers, they tend to have a product they want to sell. Writing’s maybe not necessarily their business. A lot of times they, it’s not like there’s anything wrong with the books, I don’t want to paint myself in a corner and sound like I’m trashing non-fiction writers. But a lot of times they’re not really committed to writing books as a business.

Alison Jones:                        Yes.

Steve Scott:                           It’s more of a kind of ends to a mean. If you have a really good product that you want to get the word out about, they’ll write a really good value book, they’ll get people interested in their product or their offer. But for the most part, writing isn’t their business.

Alison Jones:                        Yes, I think that’s really true. And that’s, it’s obviously where this podcast niche is, is people who are writing, but they’re not writers, they’re business people. And that is a really …

Steve Scott:                           Yes.

Alison Jones:                        …interesting niche, yes. But it’s so fascinating that, and I have completely agree that a lot of the work that I do with people, and a lot of the inspiration that we get, is from people who treat writing as their main business. Because they’re the ones who do the work.

Steve Scott:                           Exactly. And some writers, they’re writing 8 to 10 hours a day. I can’t even conceive of writing that much, but that’s how committed they are.

Alison Jones:                        Yes, I think my head might explode.

Steve Scott:                           Mine, too.

Alison Jones:                        I have trouble fitting in 30 minutes. So I was going to ask you what your one best tip for a sort of newbie author, but I’m guessing maybe the morning thing, is it? Is there anything else that you think they should know?

Steve Scott:                           Morning routines, schedules, pretty much everything along that line. I tend… actually this is a pretty good tip. So whenever you start a book, try to just detail every step, and put it in some sort of process. And this is the scary talk, like actual systems and process. So as simple as: open up a folder on my desktop, create an outline, something like that. I’m at the point where every book is about a 80-step process, and obviously this has been crafted over five or six years. But the point is, whenever you start a new book, you don’t have to reinvent the wheel.

Alison Jones:                        Yes.

Steve Scott:                           You just have this process in front of you, you just go almost like a checklist. And I hate to use the comparison, but it’s like McDonald’s. They have a process for everything. The two pickles in the middle of the meat, with the bun, with a certain amount of ketchup. Like, every single aspect of their business is in some sort of checklist, so that’s what works for me. And I would say, couched with that, you also want to just focus on consistent content. So it’s just, get up in the morning, open up your checklist, and just continuously work at the checklist.

Alison Jones:                        That’s brilliant. And it does, I mean, you say it almost apologetically, like this is some sort of, I don’t know, anti-creativity thing. But actually, what it does, is it frees you up to focus on the important stuff, because you don’t have to spend any cognitive energy thinking, “Oh, what do I do next?” And, “How do I organise these ideas?” You’ve got all that, so you can just focus on what it is you’re actually writing about, can’t you?

Steve Scott:                           Yes, exactly. But, I guess I’m a little apologetic because I don’t think any author out there wants to compare their books to McDonald’s, specifically. It …

Alison Jones:                        Yes, I see your point. And Michael E. Gerber talks about this, doesn’t he, in the E-Myth? It’s like actually, if you’re going to do something really well, you need to almost do it so that it can be done without you. Because that forces you to a level of abstraction about the thing.

Steve Scott:                           Exactly. I actually… that’s funny because I just finished re-reading that four days ago, so it’s funny that you brought that book up. But his whole point was, if you can replace yourself from the business completely, then you have a proper business. But what I also realised is, book marketing, or writing books, is just one of those things you really just can’t replicate yourself. It’s a little bit of that weird niche where, unless you plan on hiring content writers for you, you really can’t have it all done automatically and out-sourced.

Alison Jones:                        Yes. No, it’s, the writer is very much the voice speaking, and that’s one of the things we love about the process, isn’t it? That’s really interesting, I’m fascinated by that. I’m just wondering what my own process would look like. It’s pretty scrappy. It’s not like Gerber’s. I’m really interested as well, in the books that you read. It’s great that you’ve just finished reading the E-Myth Revisited, one of my favourite books. What business or self-development, but well, frankly, what book at all, would you recommend that everyone listening should sort of press pause and go out and buy it right now, if they haven’t already read it?

Steve Scott:                           I feel like this is probably a frequent recommendation, but I’m a super fan of The ONE Thing by Gary Keller …

Alison Jones:                        Yes.

Steve Scott:                           …and Jay Papasan.

Alison Jones:                        I love that.

Steve Scott:                           And really, to me, that’s like the quintessential, what writing is. It’s the one thing you should be focusing on, your writing. And I say that because the world will conspire to distract you from writing. So a lot of times, it’s all these other things that sound good on paper, as a important part of your business. Like, go on Facebook and comment on other people’s updates, and try to connect with your audience and all that, and you’re spending two hours on Facebook. But then you didn’t spend even 30 minutes on your writing. So I think with The ONE Thing, what they really drive home, the point that they’re trying to drive home is, if you know exactly what that one thing is, you should do, move heaven and earth to make sure you’re focusing on that one thing.

And what’s kind of cool is they have the book, but actually I found that they have a podcast now, just simply just type in The ONE Thing. And it’s chock full of good advice about how to make sure you’re focusing on your most important aspect of your business.

Alison Jones:                        Oh, I didn’t know they had a podcast. I’m going to go and listen to that, brilliant. Okay.

Steve Scott:                           It’s good.

Alison Jones:                        Yes.

Steve Scott:                           I love it.

Alison Jones:                        Great recommendation, thank you very much. Now Steve, if people want to find out more about you, and about your 60-odd books – and there’s probably more by the time this goes out – where should they go?

Steve Scott:                           I would recommend two different places. So there is the website, authority.pub. I kind of stopped podcasting, and I know that there are some content that’s being created. But if they kind of want to learn some of the aspects of self-publishing, definitely just go to authority.pub, and also my website developgoodhabits.com. Obviously I talk about habits. So it’s just a lot about how to create different aspects of habits in your life.

Alison Jones:                        Awesome. And I will put those links up on the show notes at extraordinarybusinessbooks.com. So if you want to go straight there, you can go there and find out. Thank you so much, Steve. And we’ve ranged incredibly widely today, and I think everything in there was real gold for anybody listening who wants to launch a book successfully. And indeed, write them successfully, so thank you so much.

Steve Scott:                           Well, thanks for having me on.

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