1 00:00:00,000 --> 00:00:05,280 Alright, welcome in to Vision Pros Live. 2 00:00:05,280 --> 00:00:08,360 I'm Jackson Callum, I'm your show host. 3 00:00:08,360 --> 00:00:13,480 We will be doing interviews for visionary entrepreneurs and guests, guest leaders who 4 00:00:13,480 --> 00:00:15,920 are building fantastic visions out there. 5 00:00:15,920 --> 00:00:20,400 Ultimately, I just want to go through some of the things that might help you with your 6 00:00:20,400 --> 00:00:21,400 vision. 7 00:00:21,400 --> 00:00:24,480 If you have a vision that you're pursuing, drop a link in the comments and let us know 8 00:00:24,480 --> 00:00:25,480 what that is. 9 00:00:25,480 --> 00:00:31,960 If you're a business or a brand, if it's a non-profit that you run, be happy to promote 10 00:00:31,960 --> 00:00:35,400 it, be happy to talk to you about it, and if you like to apply to be on Vision Pros 11 00:00:35,400 --> 00:00:57,880 and be interviewed about that vision, then by all means, feel free to reach out. 12 00:00:57,880 --> 00:00:58,880 I'm excited. 13 00:00:58,880 --> 00:00:59,880 I'm excited. 14 00:00:59,880 --> 00:01:02,160 I'm so excited I'm putting this comment out there right away. 15 00:01:02,160 --> 00:01:03,160 Welcome to Vision Pros. 16 00:01:03,160 --> 00:01:04,160 My name is Jackson. 17 00:01:04,160 --> 00:01:08,200 I'm the founder of First Class Business, co-founder of Able Health, CEO of Podbooker, 18 00:01:08,200 --> 00:01:13,920 and I'm super excited today to have Ashley DeTeo on our podcast of DeTeo Publishing 19 00:01:13,920 --> 00:01:16,840 because she's one of our secret weapons. 20 00:01:16,840 --> 00:01:20,960 In terms of creating our content, helping me know which content we should be aiming 21 00:01:20,960 --> 00:01:23,200 towards doing research and development the whole nine yards. 22 00:01:23,200 --> 00:01:26,960 You'll get to see her incredible value in just a little bit when we bring her on stage. 23 00:01:26,960 --> 00:01:31,120 So we're also going to talk about where her vision comes from, how she came to know what 24 00:01:31,120 --> 00:01:36,000 she knows about business ownership, entrepreneurship, writing children's books, and the whole nine 25 00:01:36,000 --> 00:01:37,000 yards. 26 00:01:37,000 --> 00:01:40,760 If you're an aspiring author, you absolutely want to listen and hear what advice she has 27 00:01:40,760 --> 00:01:41,760 for us. 28 00:01:41,760 --> 00:01:44,760 So without further ado, let's bring Ashley on stage. 29 00:01:44,760 --> 00:01:46,600 Ashley, thank you so much for being here today. 30 00:01:46,600 --> 00:01:47,840 Hi, thanks for having me. 31 00:01:47,840 --> 00:01:48,840 I'm really excited. 32 00:01:48,840 --> 00:01:50,480 I am too. 33 00:01:50,480 --> 00:01:55,240 So for those who don't know, Ashley and I have a longstanding friendship and a very, 34 00:01:55,240 --> 00:01:56,240 very... You know what they say? 35 00:01:56,240 --> 00:01:57,240 The world is small. 36 00:01:57,240 --> 00:01:58,240 Yeah. 37 00:01:58,240 --> 00:01:59,240 In our case, it was microscopic. 38 00:01:59,240 --> 00:02:02,640 So I'm going to show the story of that real quick. 39 00:02:02,640 --> 00:02:07,600 Ashley was, and I were both part of a Facebook group. 40 00:02:07,600 --> 00:02:14,640 I was searching at the time with my first wife, the ideas of world schooling and traveling 41 00:02:14,640 --> 00:02:17,880 with our kids and maybe living in Costa Rica or somewhere abroad. 42 00:02:17,880 --> 00:02:22,440 And so I met Ashley in a Facebook group and she had literally written the book on world 43 00:02:22,440 --> 00:02:23,720 schooling. 44 00:02:23,720 --> 00:02:27,200 And so here I was reaching out to this author saying, hey, you know what? 45 00:02:27,200 --> 00:02:28,480 My family might want to travel. 46 00:02:28,480 --> 00:02:29,920 Do you have any advice for us? 47 00:02:29,920 --> 00:02:34,960 And then I noticed that, or she noticed, one of us noticed that our mutual connection was 48 00:02:34,960 --> 00:02:35,960 actually my wife. 49 00:02:35,960 --> 00:02:39,320 And I remember asking, how do you know, how do you know my wife? 50 00:02:39,320 --> 00:02:42,840 And it turned out Ashley and my wife were roommates in college. 51 00:02:42,840 --> 00:02:44,600 And I was like, what the heck? 52 00:02:44,600 --> 00:02:46,480 Like how does that even happen? 53 00:02:46,480 --> 00:02:50,040 And so we start talking, we get into this passions assessment thing. 54 00:02:50,040 --> 00:02:51,040 Ashley takes it. 55 00:02:51,040 --> 00:02:53,720 Next thing you know, she's like, oh my gosh, Jackson, I'm launching this company called 56 00:02:53,720 --> 00:02:54,720 the tail publishing. 57 00:02:54,720 --> 00:02:57,480 I've got this really cool nonprofit called the Hidden Voices Project that I want to 58 00:02:57,480 --> 00:02:58,480 launch. 59 00:02:58,480 --> 00:03:00,080 And like she's off to the races. 60 00:03:00,080 --> 00:03:06,160 And she allowed me to hang around and support her as she continued to build those processes 61 00:03:06,160 --> 00:03:07,160 out. 62 00:03:07,160 --> 00:03:08,160 So that's kind of my side of it. 63 00:03:08,160 --> 00:03:09,760 Ashley, I'd love to hear from your side. 64 00:03:09,760 --> 00:03:11,840 Like what are the details you want to add to that? 65 00:03:11,840 --> 00:03:14,720 It's fun to hear it from your side because I'd forgotten that you had first down me 66 00:03:14,720 --> 00:03:16,800 through the world schooling group. 67 00:03:16,800 --> 00:03:20,560 But yeah, that was such a fun time of life. 68 00:03:20,560 --> 00:03:25,000 And you came in right at like this moment where I think so many different elements of 69 00:03:25,000 --> 00:03:30,280 my life were coming together where I was like, I want to do this of building a business because 70 00:03:30,280 --> 00:03:33,760 I'd always kind of had an entrepreneurial spirit. 71 00:03:33,760 --> 00:03:36,520 I started my first business at age 11. 72 00:03:36,520 --> 00:03:39,800 And I remember when my mom told me that I was an entrepreneur, I was like, that is the 73 00:03:39,800 --> 00:03:40,800 coolest word ever. 74 00:03:40,800 --> 00:03:41,800 So cool. 75 00:03:41,800 --> 00:03:44,800 We ran this for like four years. 76 00:03:44,800 --> 00:03:45,800 Stretching copywriter. 77 00:03:45,800 --> 00:03:54,360 And so I kind of always had that desire to just be my own boss. 78 00:03:54,360 --> 00:03:58,040 And then we were living in Mexico at the time. 79 00:03:58,040 --> 00:04:04,360 And there's just so much, you know, that people just start their own businesses because of 80 00:04:04,360 --> 00:04:05,720 the way their economy works. 81 00:04:05,720 --> 00:04:11,440 And anyway, people have to be very entrepreneur minded living in developing countries. 82 00:04:11,440 --> 00:04:14,960 And it was just really neat to see people just go for it. 83 00:04:14,960 --> 00:04:17,120 And I'm also a bit of a perfectionist. 84 00:04:17,120 --> 00:04:23,160 And so seeing people just go for things and build businesses and helping my husband build. 85 00:04:23,160 --> 00:04:27,760 He's a veterinarian, so we were building his clinic and things like that. 86 00:04:27,760 --> 00:04:30,960 I was like, I like this whole aspect of building a business. 87 00:04:30,960 --> 00:04:37,160 And then at the same time, I was doing all this work as a writer and editor. 88 00:04:37,160 --> 00:04:40,280 And I'd just been commissioned to write this book on world schooling. 89 00:04:40,280 --> 00:04:45,040 And I was learning the entire publishing process and falling in love with it and just blown 90 00:04:45,040 --> 00:04:52,040 away by how it's been revolutionized in the last decade or so. 91 00:04:52,040 --> 00:04:55,240 And all the opportunities that were there, I was like, I want to do this. 92 00:04:55,240 --> 00:04:56,720 I want to turn this into a business. 93 00:04:56,720 --> 00:05:00,280 And then you walked into my life of like, hey, what's your passion? 94 00:05:00,280 --> 00:05:02,080 Do you want to go business around it? 95 00:05:02,080 --> 00:05:03,560 And I was like, yes, I do. 96 00:05:03,560 --> 00:05:04,560 I do. 97 00:05:04,560 --> 00:05:09,920 So it's wonderful how those things just, there are no coincidences, right? 98 00:05:09,920 --> 00:05:11,800 Well said. 99 00:05:11,800 --> 00:05:13,440 There are no coincidences. 100 00:05:13,440 --> 00:05:15,120 I agree completely with that. 101 00:05:15,120 --> 00:05:20,560 So you start moving to, and you're working at that time with the Nomad Capitalists, which 102 00:05:20,560 --> 00:05:23,680 continues and always will continue to blow my mind. 103 00:05:23,680 --> 00:05:26,440 And we're going to pull that up on screen so people can see what this is. 104 00:05:26,440 --> 00:05:31,680 So here Ashley was in Mexico, living the dream of their family, supporting her husband who 105 00:05:31,680 --> 00:05:36,720 was, in terms of living near his family and he's a veterinarian. 106 00:05:36,720 --> 00:05:38,280 Alberto is amazing, by the way. 107 00:05:38,280 --> 00:05:42,120 I absolutely love getting to see him when we do little retreats and stuff together. 108 00:05:42,120 --> 00:05:45,840 We'll talk about the writer's retreat in just a little bit and how if you're an aspiring 109 00:05:45,840 --> 00:05:51,600 author, the writer's retreat that the Teo Publishing puts on gives you absolute clarity 110 00:05:51,600 --> 00:05:56,560 and full access to a workshop and environment where you can learn how to publish your book 111 00:05:56,560 --> 00:06:01,800 profitably from how to market it, how to research it, how to get the framework of the book, and 112 00:06:01,800 --> 00:06:08,280 also working with those individuals in a very cool place to enjoy the process of overcoming 113 00:06:08,280 --> 00:06:13,320 any writer's blocks, challenges you might have, or just fears of learning what you need 114 00:06:13,320 --> 00:06:15,560 to learn in order to become a publisher. 115 00:06:15,560 --> 00:06:22,280 So back to Nomad Capitalist, Ashley developed and worked with the owner, founder of Nomad 116 00:06:22,280 --> 00:06:30,360 Capitalist, to develop content in the financial sector that is above and beyond any financial 117 00:06:30,360 --> 00:06:32,800 topics I've ever researched. 118 00:06:32,800 --> 00:06:35,920 And I've done some pretty big projects for financial stuff. 119 00:06:35,920 --> 00:06:41,440 So imagining what it takes to research these topics that they talk about, if you scroll 120 00:06:41,440 --> 00:06:46,280 over services or articles, for instance, Jaime, we'll take a look at some of the types of 121 00:06:46,280 --> 00:06:49,880 content and article that exists in this, in this website. 122 00:06:49,880 --> 00:06:54,800 So from real estate planning to citizenship by descent, offshore company, offshore trust, 123 00:06:54,800 --> 00:06:59,320 like some of these things I've never even heard of, Ashley, what percentage of the content 124 00:06:59,320 --> 00:07:00,440 did you guys manage? 125 00:07:00,440 --> 00:07:02,320 What was your involvement in the process? 126 00:07:02,320 --> 00:07:03,820 How does that look? 127 00:07:03,820 --> 00:07:07,520 Because there's other entrepreneurs I know who are out there who would love to have somebody 128 00:07:07,520 --> 00:07:12,480 they could trust take over their content, but it's so hard to find anybody of your caliber. 129 00:07:12,480 --> 00:07:13,880 So what were you doing for them? 130 00:07:13,880 --> 00:07:14,880 Yeah. 131 00:07:14,880 --> 00:07:20,520 So I worked with Nomad Capitalist for six years and managed all of their content, essentially, 132 00:07:20,520 --> 00:07:27,400 whether it was editing the content that Andrew had already written before we met, or once 133 00:07:27,400 --> 00:07:29,840 his business started growing, you just didn't have the time for that. 134 00:07:29,840 --> 00:07:33,360 So he said, Hey, I want you to go back and edit things that I've written in the past 135 00:07:33,360 --> 00:07:38,360 to make them not sound this way or this way and add in this information, update things 136 00:07:38,360 --> 00:07:39,560 here. 137 00:07:39,560 --> 00:07:42,680 And then it moved into me writing for him. 138 00:07:42,680 --> 00:07:47,360 And then it just grew and grew to the point that I wasn't just writing it, but I had an 139 00:07:47,360 --> 00:07:50,280 entire team who was creating the content. 140 00:07:50,280 --> 00:07:55,360 And I was, we created an entire system for content production. 141 00:07:55,360 --> 00:08:03,320 And even looking back at, I think at the time, you had 1500 articles that, how do you manage 142 00:08:03,320 --> 00:08:12,280 that much content and make sure that the older articles are getting updated, that this very 143 00:08:12,280 --> 00:08:18,640 fact sensitive topic is up to date and that you're giving people the information that 144 00:08:18,640 --> 00:08:22,240 they need that's clear and correct. 145 00:08:22,240 --> 00:08:27,480 And then pulling in the whole research aspect of his company and how do we include all of 146 00:08:27,480 --> 00:08:30,520 this amazing information that he's gathered and share that with people. 147 00:08:30,520 --> 00:08:36,560 And so we created an entire formula to determine, how do we update? 148 00:08:36,560 --> 00:08:38,840 How do we prioritize the content that we have? 149 00:08:38,840 --> 00:08:40,400 Do we update old things? 150 00:08:40,400 --> 00:08:42,720 Do we create new things? 151 00:08:42,720 --> 00:08:47,440 And so it was very, I'm very grateful for that time that I had working with them. 152 00:08:47,440 --> 00:08:52,440 And my background is I have a degree in international relations. 153 00:08:52,440 --> 00:08:55,560 So politics and economics are my bread and butter. 154 00:08:55,560 --> 00:08:58,640 I love, love, love anything to deal with those topics. 155 00:08:58,640 --> 00:09:04,400 And so writing for them was just a natural outgrowth of my interests. 156 00:09:04,400 --> 00:09:06,200 And yeah. 157 00:09:06,200 --> 00:09:07,360 And so I'm going to put this on there. 158 00:09:07,360 --> 00:09:08,360 I'm going to ask some questions. 159 00:09:08,360 --> 00:09:12,080 We're not actually going to get into the questions, but these are questions that you should consider 160 00:09:12,080 --> 00:09:17,360 asking Ashley, if you're a little bit somebody to help with their, with your content marketing 161 00:09:17,360 --> 00:09:21,760 strategy, like I have a million that came out of that, like, oh my gosh, 1500 articles 162 00:09:21,760 --> 00:09:22,760 right? 163 00:09:22,760 --> 00:09:27,360 You want to sort through and figure out the game plan of going through now. 164 00:09:27,360 --> 00:09:30,240 So I put in the, is it to update articles? 165 00:09:30,240 --> 00:09:31,240 Right. 166 00:09:31,240 --> 00:09:34,120 And that question from my perspective is a bit rhetorical. 167 00:09:34,120 --> 00:09:39,880 I know that feeling of needing to update my content because my voice changed. 168 00:09:39,880 --> 00:09:40,880 Right. 169 00:09:40,880 --> 00:09:42,080 And why does it change? 170 00:09:42,080 --> 00:09:47,960 Well, if you're evolving as a human being, you know, like if you are progressing in life, 171 00:09:47,960 --> 00:09:52,240 you might find you don't agree with yourself from five, 10 years ago. 172 00:09:52,240 --> 00:09:53,240 Right. 173 00:09:53,240 --> 00:09:58,200 If, if you're not, if you're scared to admit that, then you're probably not very self aware 174 00:09:58,200 --> 00:10:00,440 or you're not changing in life. 175 00:10:00,440 --> 00:10:02,040 I'm constantly changing. 176 00:10:02,040 --> 00:10:05,960 So if I looked back at passion pro eight years ago, right? 177 00:10:05,960 --> 00:10:09,240 When I had started that content, this, this happened recently when the last six months 178 00:10:09,240 --> 00:10:17,640 we looked at it, we relaunched passion pro.org and my method of coaching, my method of teaching 179 00:10:17,640 --> 00:10:20,840 back then included a lot of condescension. 180 00:10:20,840 --> 00:10:21,840 I wasn't aware of it. 181 00:10:21,840 --> 00:10:22,840 I didn't know. 182 00:10:22,840 --> 00:10:25,040 I was just, I was kind of a self righteous prick. 183 00:10:25,040 --> 00:10:26,560 I'm just going to throw it out there. 184 00:10:26,560 --> 00:10:28,720 Like I could read the cops like, man, like what a jerk. 185 00:10:28,720 --> 00:10:32,720 I mean, I had to rewrite that, but that's just immaturity. 186 00:10:32,720 --> 00:10:33,720 Right. 187 00:10:33,720 --> 00:10:34,720 That's just an experience. 188 00:10:34,720 --> 00:10:36,680 That's not, that's just, actually it's the opposite. 189 00:10:36,680 --> 00:10:38,200 It's developing leadership skills. 190 00:10:38,200 --> 00:10:39,200 Right. 191 00:10:39,200 --> 00:10:43,520 And realizing that, you know, I meant to say this, this is what I wanted to get across. 192 00:10:43,520 --> 00:10:46,200 And this is why this content desperately needs updated. 193 00:10:46,200 --> 00:10:47,520 And so it's very helpful. 194 00:10:47,520 --> 00:10:53,280 Well, if you have a content library that does not represent your brand culture in the here 195 00:10:53,280 --> 00:10:57,280 and now, then you either got to go back and adjust it or suffer the consequences of your 196 00:10:57,280 --> 00:11:01,320 market seeing a disalignment, misalignment, not understanding like, wait, is this you 197 00:11:01,320 --> 00:11:02,960 or is that you? 198 00:11:02,960 --> 00:11:09,280 Or you work with somebody like yourself and, you know, you figure out my new voice and 199 00:11:09,280 --> 00:11:11,480 help me update and adjust that content. 200 00:11:11,480 --> 00:11:12,480 So that's amazing. 201 00:11:12,480 --> 00:11:17,000 Do you have any more thoughts on that before we move on to the next question about your 202 00:11:17,000 --> 00:11:18,360 vision, your call? 203 00:11:18,360 --> 00:11:19,360 Yeah. 204 00:11:19,360 --> 00:11:23,440 I think one of the things with that, you know, what you're speaking to and what I found with 205 00:11:23,440 --> 00:11:29,680 clients in the past who do have lots of content that needs to be updated is once they've put 206 00:11:29,680 --> 00:11:34,800 out enough articles, one, they've changed and grown as a person and two, they have enough 207 00:11:34,800 --> 00:11:38,280 data to understand what's working and what's not working. 208 00:11:38,280 --> 00:11:44,800 And sometimes the way that you speak to people changes their, the way that they respond. 209 00:11:44,800 --> 00:11:45,800 Absolutely. 210 00:11:45,800 --> 00:11:48,360 And it also changes who you attract. 211 00:11:48,360 --> 00:11:52,280 And so I've had clients come to me who are like, I need you to go back and edit this 212 00:11:52,280 --> 00:11:58,040 content because I'm just getting angry people who come in or, you know, people are, I'm 213 00:11:58,040 --> 00:12:02,160 setting them up to be disappointed because I'm talking about my services in a way that 214 00:12:02,160 --> 00:12:05,440 doesn't actually represent what they're getting or whatever it might be that, you know, if 215 00:12:05,440 --> 00:12:09,960 you've had some experience with your audience and realize that you're not delivering what 216 00:12:09,960 --> 00:12:14,640 they want, you need to figure out like, okay, well, what is the audience I actually want 217 00:12:14,640 --> 00:12:17,400 to target and how do I speak to them? 218 00:12:17,400 --> 00:12:21,920 And two, how do I change to speak to the audience that I do have if it is that you want to keep 219 00:12:21,920 --> 00:12:22,920 that audience? 220 00:12:22,920 --> 00:12:27,560 And so I think understanding your audience is so key to like everything we'll talk about 221 00:12:27,560 --> 00:12:33,800 here and anything that has to do with, with writing and business and books and all of 222 00:12:33,800 --> 00:12:36,800 it like very customer centric. 223 00:12:36,800 --> 00:12:38,040 You've got to keep that in mind. 224 00:12:38,040 --> 00:12:42,840 And so whether you're going back to update new articles or update old articles or create 225 00:12:42,840 --> 00:12:47,360 new ones that I feel is a very important element to the process. 226 00:12:47,360 --> 00:12:48,360 Absolutely. 227 00:12:48,360 --> 00:12:53,880 You know, and it's, it's the subtleties in copy that often win, you know, the, the attention 228 00:12:53,880 --> 00:12:55,520 of the audience in the right way. 229 00:12:55,520 --> 00:12:58,080 And we've talked, we've masterminded about this a lot. 230 00:12:58,080 --> 00:13:00,040 You've taught me a lot about copy over the years. 231 00:13:00,040 --> 00:13:03,720 And so one of the references that the audience should be aware of and thinking about is I 232 00:13:03,720 --> 00:13:09,640 try to remember my invitations should reflect that of a wedding invitation, right, or an 233 00:13:09,640 --> 00:13:11,600 invitation to a party, right? 234 00:13:11,600 --> 00:13:16,800 And there's a huge difference between receiving a wedding invitation that says you are cordially 235 00:13:16,800 --> 00:13:18,320 invited to, right? 236 00:13:18,320 --> 00:13:24,920 You know, you got this professional look versus come to my wedding or else, right? 237 00:13:24,920 --> 00:13:25,920 You did the same thing. 238 00:13:25,920 --> 00:13:31,440 I mean, theoretically you're trying to invite inspired demand force, whatever, somebody 239 00:13:31,440 --> 00:13:37,400 to move forward, but it's the nuances of language and understanding the reality that, you know 240 00:13:37,400 --> 00:13:38,320 what? 241 00:13:38,320 --> 00:13:44,440 Some people like, I don't know, the cast of the hangover, perhaps their wedding invitation 242 00:13:44,440 --> 00:13:48,120 might say something like come to our wedding or else. 243 00:13:48,120 --> 00:13:51,760 Like that could be a very tongue-in-cheek thing that has to do with their culture of 244 00:13:51,760 --> 00:13:52,760 friendships. 245 00:13:52,760 --> 00:13:58,080 I mean, I've seen people like my brother who had Darth Vader interrupt his wedding, you 246 00:13:58,080 --> 00:14:00,240 know, okay, cool. 247 00:14:00,240 --> 00:14:01,240 Like I loved it. 248 00:14:01,240 --> 00:14:02,240 It was fun. 249 00:14:02,240 --> 00:14:03,720 I wouldn't be something I would do. 250 00:14:03,720 --> 00:14:07,720 Maybe I wouldn't the future, but I wouldn't have in the past, right? 251 00:14:07,720 --> 00:14:12,520 Our audiences need different types of lingo and I've seen you mold and adapt that because 252 00:14:12,520 --> 00:14:18,320 not only have you published for Nomad Capitalist, but you also recently published, I believe 253 00:14:18,320 --> 00:14:22,560 it was your first children's book, Wallace the Westie, The Christmas Wish, which our 254 00:14:22,560 --> 00:14:25,840 kids got to read, which we bought and absolutely loved. 255 00:14:25,840 --> 00:14:28,200 So I have to get a dog now. 256 00:14:28,200 --> 00:14:29,200 Thanks to your book. 257 00:14:29,200 --> 00:14:31,360 So let's talk about that. 258 00:14:31,360 --> 00:14:36,040 How do you do that or what inspired you to write a children's book? 259 00:14:36,040 --> 00:14:41,720 You know, that book I wrote, I actually wrote another book from that series that I haven't 260 00:14:41,720 --> 00:14:42,720 published yet. 261 00:14:42,720 --> 00:14:50,600 Three, almost four years ago now, it's just like a story for my son. 262 00:14:50,600 --> 00:14:56,240 And I then went on and started writing the one that is actually published and because 263 00:14:56,240 --> 00:15:02,720 it's kind of the like, how Wallace comes to be a part of Alice's family. 264 00:15:02,720 --> 00:15:04,200 And I was like, that should be the first one. 265 00:15:04,200 --> 00:15:08,000 And I started writing it and then I just, you know, so many things that I'm working on 266 00:15:08,000 --> 00:15:11,640 all the time that I just left it there, but always had this idea of like, oh, I could 267 00:15:11,640 --> 00:15:14,320 create this whole series and it'd be so fun. 268 00:15:14,320 --> 00:15:19,560 But I'm more of a nonfiction person writing for businesses and different things like that. 269 00:15:19,560 --> 00:15:22,000 And so I just put it on the back burner. 270 00:15:22,000 --> 00:15:28,920 But after the, the profitable publishing writers retreat that we did in November, I was like, 271 00:15:28,920 --> 00:15:30,880 I need to just publish something now. 272 00:15:30,880 --> 00:15:35,320 I just, I need to get back into doing it because I've been doing it for other people. 273 00:15:35,320 --> 00:15:37,160 I've helped so many people publish their books. 274 00:15:37,160 --> 00:15:39,000 I need to get back into publishing my own books. 275 00:15:39,000 --> 00:15:40,920 And I was like, hey, I've got this manuscript. 276 00:15:40,920 --> 00:15:43,040 I should, I should try and get this out. 277 00:15:43,040 --> 00:15:47,400 But it was, you know, beginning of November and it's a Christmas book. 278 00:15:47,400 --> 00:15:50,000 And so I was like, all right, pressure's on. 279 00:15:50,000 --> 00:15:54,120 And so I went into, you know, I've done this so many times that I was like, I bet I can, 280 00:15:54,120 --> 00:15:56,080 I can still get this done. 281 00:15:56,080 --> 00:15:59,120 And so I went through my process of finding an illustrator, went through the process 282 00:15:59,120 --> 00:16:04,840 of writing and editing the rest of the book and giving, you know, the storyboards to the 283 00:16:04,840 --> 00:16:08,080 illustrator and the whole process of getting that all done. 284 00:16:08,080 --> 00:16:13,520 And I ended up going with an illustrator from the Ukraine because she was, I mean, just 285 00:16:13,520 --> 00:16:16,600 phenomenal and totally worth it. 286 00:16:16,600 --> 00:16:21,640 But they were dealing with like power outages and bombings and all of it. 287 00:16:21,640 --> 00:16:25,360 And so it took a little bit longer to get all the illustrations back. 288 00:16:25,360 --> 00:16:28,360 And so I finally had it formatted and ready to go on December 20. 289 00:16:28,360 --> 00:16:31,320 And I was like, okay, we're still five days before Christmas. 290 00:16:31,320 --> 00:16:32,320 I'm publishing it. 291 00:16:32,320 --> 00:16:38,560 And so I threw it up there and did just like minimal marketing. 292 00:16:38,560 --> 00:16:44,800 And it still hit number one on the holiday children's holiday books and children's animal 293 00:16:44,800 --> 00:16:46,000 pet books or something like that. 294 00:16:46,000 --> 00:16:49,440 It was several cow d'gories on Amazon that it hit number one. 295 00:16:49,440 --> 00:16:53,960 I was like, man, this is good to know that I can make this work for myself because I 296 00:16:53,960 --> 00:16:57,680 do this for other people and I know how to help other people, you know, get to number 297 00:16:57,680 --> 00:17:02,680 one on Amazon and all of the other things because being the best seller on Amazon is 298 00:17:02,680 --> 00:17:07,280 just minus school compared to all the other things you can do with a book. 299 00:17:07,280 --> 00:17:10,960 But it was fun just in like those few days, that little window I had to market it to see 300 00:17:10,960 --> 00:17:12,320 how far I could take it. 301 00:17:12,320 --> 00:17:13,400 And it's been really fun. 302 00:17:13,400 --> 00:17:16,960 I took it to my son's classroom and read it to his class. 303 00:17:16,960 --> 00:17:22,000 And it's fun to have that experience and be like, okay, I can do this again. 304 00:17:22,000 --> 00:17:25,640 What an amazing series of memories too, right? 305 00:17:25,640 --> 00:17:27,240 And a legacy like this. 306 00:17:27,240 --> 00:17:31,840 The day when your grandma and great grandma, right, great grandma, Ashley and the family's 307 00:17:31,840 --> 00:17:37,320 talking about you accomplishing that and doing that, getting to do it, like those memories, 308 00:17:37,320 --> 00:17:39,720 you know, are eternal. 309 00:17:39,720 --> 00:17:42,720 And so that's amazing that you did it. 310 00:17:42,720 --> 00:17:43,960 Let's talk about the vision then. 311 00:17:43,960 --> 00:17:47,360 So what is your vision, Ashley? 312 00:17:47,360 --> 00:17:48,360 Broadly speaking, what is it? 313 00:17:48,360 --> 00:17:51,720 That is a very good question because I have, I'm an IDES person. 314 00:17:51,720 --> 00:17:53,200 I've got lots of visions. 315 00:17:53,200 --> 00:17:58,120 You're one of my visionaries who's on top of a mountain and you see lots of different 316 00:17:58,120 --> 00:17:59,200 sides, right? 317 00:17:59,200 --> 00:18:03,600 So feel free, you know, like, go ahead, let's hear one or two of those sides. 318 00:18:03,600 --> 00:18:04,600 Okay. 319 00:18:04,600 --> 00:18:09,000 Yeah, I think one of the things I've had to learn is how to hone in on the vision I want 320 00:18:09,000 --> 00:18:10,400 to build. 321 00:18:10,400 --> 00:18:13,880 And like you mentioned at the beginning, the Hidden Voices Project, that is still something 322 00:18:13,880 --> 00:18:16,760 very much that is part of my vision. 323 00:18:16,760 --> 00:18:19,000 But I know I have to build other things to get there. 324 00:18:19,000 --> 00:18:23,560 And so you're standing, you know, the big vision and then all the smaller parts build 325 00:18:23,560 --> 00:18:25,520 up to achieve all of it. 326 00:18:25,520 --> 00:18:33,280 And so I think right now my big vision is just to magnify other people's voices, to put 327 00:18:33,280 --> 00:18:35,560 light and truth out into the world. 328 00:18:35,560 --> 00:18:44,120 And that's through, I love the power of words and I love taking what's in people's minds 329 00:18:44,120 --> 00:18:49,760 and making it even clearer on paper than it was even in their head. 330 00:18:49,760 --> 00:18:54,000 And I love visionaries for the same thing of like people have a vision. 331 00:18:54,000 --> 00:18:58,640 And I don't think there's a person I've talked to who hasn't had a, you know, a passion and 332 00:18:58,640 --> 00:19:02,040 a vision for something that they want to achieve. 333 00:19:02,040 --> 00:19:08,920 And writing takes such a discipline of taking that vision and putting it into words and making 334 00:19:08,920 --> 00:19:15,360 it something tangible that they can actually share themselves and that other people can 335 00:19:15,360 --> 00:19:17,440 then grasp onto and understand it. 336 00:19:17,440 --> 00:19:24,400 And so whether that's, you know, an article on a website or a podcast or any type of content 337 00:19:24,400 --> 00:19:29,640 marketing or an e-book or an actual physical book that you can take to conferences and 338 00:19:29,640 --> 00:19:35,800 sell, it's this idea of putting your message into the world, investing into the message 339 00:19:35,800 --> 00:19:43,520 that you have inside of you and sharing that with people and then helping people realize 340 00:19:43,520 --> 00:19:48,720 not just how to get the content out, but then how to make an impact with it. 341 00:19:48,720 --> 00:19:49,720 I love that. 342 00:19:49,720 --> 00:19:54,600 And you say here, get your ideas, getting your ideas in front of the people who matter, 343 00:19:54,600 --> 00:19:55,600 right? 344 00:19:55,600 --> 00:20:03,920 And helping these authors, these entrepreneurs realize, you know, who it is that wants what 345 00:20:03,920 --> 00:20:04,920 they have. 346 00:20:04,920 --> 00:20:10,960 And we're all children in this regard, still learning that art of that process every day, 347 00:20:10,960 --> 00:20:11,960 right? 348 00:20:11,960 --> 00:20:17,360 As a child, you know, and you eat ice cream for the first time, you know, your desire 349 00:20:17,360 --> 00:20:21,080 is to share it with everybody must love this if I love it. 350 00:20:21,080 --> 00:20:25,320 You know, and we kind of still feel that way when we create something and when we have 351 00:20:25,320 --> 00:20:26,480 a message. 352 00:20:26,480 --> 00:20:31,480 So it's helpful to have the guidance of somebody like yourself who knows to think strategically 353 00:20:31,480 --> 00:20:34,880 and realize like, okay, let's think through who I am. 354 00:20:34,880 --> 00:20:38,560 Who are the people that this message really matters to? 355 00:20:38,560 --> 00:20:43,200 Because if we're not, if we're not reaching that audience, it can be very hard to, to 356 00:20:43,200 --> 00:20:47,800 profitably publish because then you're spending lots of time and money putting your content 357 00:20:47,800 --> 00:20:50,920 in front of people who don't cherish it and don't value it. 358 00:20:50,920 --> 00:20:55,760 And so a lot of times you have value, but if you're putting it in front of the wrong 359 00:20:55,760 --> 00:21:01,240 people, they're going to possibly make you close up shop and feel like, wow, you know 360 00:21:01,240 --> 00:21:05,720 what, maybe what I have isn't so inspiring after all. 361 00:21:05,720 --> 00:21:10,360 So let's talk about your vision for entrepreneurs a little bit further. 362 00:21:10,360 --> 00:21:12,240 What is your vision for entrepreneurs? 363 00:21:12,240 --> 00:21:14,040 Okay, that is a great question. 364 00:21:14,040 --> 00:21:19,640 So I think I've taken on this little motto for myself and my business is that it's to 365 00:21:19,640 --> 00:21:25,760 help entrepreneurs become authors and authors become entrepreneurs. 366 00:21:25,760 --> 00:21:32,440 And so many times entrepreneurs, they, they have this incredible value to offer to the 367 00:21:32,440 --> 00:21:36,640 world with everything that they've achieved and the knowledge they've acquired and the 368 00:21:36,640 --> 00:21:38,000 systems they've created. 369 00:21:38,000 --> 00:21:43,240 There's, there's so much there, but they don't always have the skills or even if they have 370 00:21:43,240 --> 00:21:48,440 the skills, they don't always have the time to put that into words and to share that with 371 00:21:48,440 --> 00:21:50,080 other people. 372 00:21:50,080 --> 00:21:55,600 And so they might understand the marketing side of, you know, publishing a book and getting 373 00:21:55,600 --> 00:21:58,600 cells and things like that, or they might understand, you know, certain elements of 374 00:21:58,600 --> 00:22:03,600 it, but they, they probably don't have the time or skills to put it all down on paper 375 00:22:03,600 --> 00:22:06,680 and create the product, the book in the first place. 376 00:22:06,680 --> 00:22:12,840 And so that is often where I come in and help with entrepreneurs specifically is this process 377 00:22:12,840 --> 00:22:15,800 of figuring out, okay, well, what's in your head? 378 00:22:15,800 --> 00:22:17,040 What are all these ideas? 379 00:22:17,040 --> 00:22:18,040 What are the systems? 380 00:22:18,040 --> 00:22:20,040 What are the, who's your audience? 381 00:22:20,040 --> 00:22:24,800 And the research and all of those different things and figuring out the outline and then 382 00:22:24,800 --> 00:22:27,440 often I'll go straight for them. 383 00:22:27,440 --> 00:22:31,720 Sometimes they'll put down words up to a certain point and then say, okay, now you write the 384 00:22:31,720 --> 00:22:33,040 rest. 385 00:22:33,040 --> 00:22:37,880 And so helping them actually get the message on the page and then taking it from there 386 00:22:37,880 --> 00:22:42,800 and, and what parts they need helping them with the process. 387 00:22:42,800 --> 00:22:48,960 So at Detail Publishing, we have our five phases of profitable publishing because it's 388 00:22:48,960 --> 00:22:50,880 not just about putting a book out there. 389 00:22:50,880 --> 00:22:54,720 It's about actually being profitable with that book. 390 00:22:54,720 --> 00:22:57,840 And so there's the writing phase and I have so many people come to me once they finish 391 00:22:57,840 --> 00:23:01,160 that phase and then like, I wrote a book, let's make me a millionaire. 392 00:23:01,160 --> 00:23:03,600 I'm like, okay, well, that's the first phase. 393 00:23:03,600 --> 00:23:06,440 Now you've got four more to go. 394 00:23:06,440 --> 00:23:10,880 And so walking people through the editing process of if they've already created something, 395 00:23:10,880 --> 00:23:14,080 how do we edit that and make it, you know, polish it to make it shine. 396 00:23:14,080 --> 00:23:18,680 And then the publishing process, to me, it's kind of just become like, oh yeah, publishing 397 00:23:18,680 --> 00:23:19,680 is so easy. 398 00:23:19,680 --> 00:23:21,840 I'm going to throw the gauntlet down real quick. 399 00:23:21,840 --> 00:23:23,720 You said they probably don't have the time. 400 00:23:23,720 --> 00:23:27,360 I'm going to tell you right now, if you're an entrepreneur, you don't have the time. 401 00:23:27,360 --> 00:23:33,440 If you're an author who has a life, you don't have the time to do it all unless you're that 402 00:23:33,440 --> 00:23:38,080 rare unicorn who works super fast compared to everybody else and gets it done. 403 00:23:38,080 --> 00:23:41,640 Even then, like, is it worth doing that when you could be doing other things with your 404 00:23:41,640 --> 00:23:44,440 time, you know, and is it worth the risk? 405 00:23:44,440 --> 00:23:49,520 People aren't really inspired by a book that only has one review. 406 00:23:49,520 --> 00:23:54,800 You know, like that doesn't necessarily allow you to feel the way you wanted to when you've 407 00:23:54,800 --> 00:23:58,760 published and thought, you know, I kind of want to have a book that competes with thinking 408 00:23:58,760 --> 00:24:04,400 grow rich, you know, and maybe that's not your ass version, but most authors that I 409 00:24:04,400 --> 00:24:09,760 know, most entrepreneurs that I know have a certain level or milestone they want to 410 00:24:09,760 --> 00:24:10,880 get to. 411 00:24:10,880 --> 00:24:15,680 And when they attempt to do it alone, just because it's free, well, you get the same 412 00:24:15,680 --> 00:24:20,160 results that most people get when they try to do something free without the skill set 413 00:24:20,160 --> 00:24:21,840 intact to do it. 414 00:24:21,840 --> 00:24:25,440 Like the bike my dad put together that was completely backwards and we had to take back 415 00:24:25,440 --> 00:24:28,720 to the store and let the store do it. 416 00:24:28,720 --> 00:24:33,920 So yes, we should stick with what we know and find the people in our life who can empower 417 00:24:33,920 --> 00:24:38,120 us to get the things done that empower our mission or vision to move forward. 418 00:24:38,120 --> 00:24:39,600 And you're a great example of that. 419 00:24:39,600 --> 00:24:41,080 You're good. 420 00:24:41,080 --> 00:24:44,560 I know people like you gotta understand this stuff's hard. 421 00:24:44,560 --> 00:24:47,120 I mean, that's why you need people like Ashley in your life. 422 00:24:47,120 --> 00:24:49,960 Well, under clarify, I help people self publish their books. 423 00:24:49,960 --> 00:24:52,360 So I have publishing company, but we don't. 424 00:24:52,360 --> 00:24:54,520 We're not like a publisher. 425 00:24:54,520 --> 00:24:56,760 And there's there's a big difference there. 426 00:24:56,760 --> 00:25:03,400 And it is so much more accessible now and so much easier to get your ideas out there. 427 00:25:03,400 --> 00:25:07,400 But just because it's easier doesn't mean that it's easier. 428 00:25:07,400 --> 00:25:09,760 Well, talk about that. 429 00:25:09,760 --> 00:25:12,040 So these aspiring authors, right? 430 00:25:12,040 --> 00:25:14,960 Where are they getting stuck in the process? 431 00:25:14,960 --> 00:25:19,240 You know that that perhaps and we'll talk about what they should do instead. 432 00:25:19,240 --> 00:25:23,240 But first, let's just talk about the things that are, you know, perhaps over the hill 433 00:25:23,240 --> 00:25:25,000 for some of these people. 434 00:25:25,000 --> 00:25:26,640 Where do they get stuck? 435 00:25:26,640 --> 00:25:33,080 Well, it comes down to that idea of if you are going to self publish and you want to 436 00:25:33,080 --> 00:25:40,280 be profitable, you need to replace the entire publishing industry because they have an entire 437 00:25:40,280 --> 00:25:47,760 army of millions of different people doing different jobs to make books be successful 438 00:25:47,760 --> 00:25:49,360 and profitable. 439 00:25:49,360 --> 00:25:52,720 And we could go into lots of things about the traditional publishing industry. 440 00:25:52,720 --> 00:25:54,600 Well, I have a couple of questions on that. 441 00:25:54,600 --> 00:25:57,800 So I've heard that royalties, right? 442 00:25:57,800 --> 00:26:01,840 What you make when you go the traditional publishing route are quite small in terms 443 00:26:01,840 --> 00:26:05,960 of what a royalty is, if you're new to that, is the percentage that you make for every book 444 00:26:05,960 --> 00:26:07,320 that you sell. 445 00:26:07,320 --> 00:26:11,120 So traditional publishing, more or less, you make what? 446 00:26:11,120 --> 00:26:20,360 It ranges from like 5% on the low end to a very, very generous 25% on the high end. 447 00:26:20,360 --> 00:26:24,080 Multi-million people who are selling millions and millions of copies. 448 00:26:24,080 --> 00:26:28,200 If you're Dave Ramsey, you're going to get a high percentage because they know how much 449 00:26:28,200 --> 00:26:32,400 Dave Ramsey can distribute the book by himself and add value to their publishing and say, 450 00:26:32,400 --> 00:26:34,880 hey, look, we published Dave Ramsey's book, right? 451 00:26:34,880 --> 00:26:36,760 He gets compensated for that. 452 00:26:36,760 --> 00:26:40,840 If you are Joe Schmoe trying to publish a book and nobody knows you and you don't have 453 00:26:40,840 --> 00:26:44,320 an audience and you're talking 5%, good luck getting higher. 454 00:26:44,320 --> 00:26:51,400 If you do get 10%, 10% of a $14 book, $1.40, you know, for that book sold. 455 00:26:51,400 --> 00:26:57,320 And it may seem like the traditional publishers are greedy, but has actually alluded to and 456 00:26:57,320 --> 00:27:01,680 talked about, there are many people to pay for the process of your book. 457 00:27:01,680 --> 00:27:06,920 And those companies are taking a massive risk as well on investing in you. 458 00:27:06,920 --> 00:27:11,480 And so we can talk about it from a doggie dog world to make people look like the enemies. 459 00:27:11,480 --> 00:27:16,520 But at the end of the day, you know, our goal is to create vision, transparency regarding 460 00:27:16,520 --> 00:27:17,520 the options. 461 00:27:17,520 --> 00:27:20,920 And both options have their merits. 462 00:27:20,920 --> 00:27:25,840 But how do you compete against that, actually, when you don't have a million people, you 463 00:27:25,840 --> 00:27:32,600 know, doing a million things, what are the pros of going the self publishing route with 464 00:27:32,600 --> 00:27:35,920 somebody to assist the process or perhaps even tackle the process? 465 00:27:35,920 --> 00:27:38,360 Such a funky term, you know, self publishing. 466 00:27:38,360 --> 00:27:39,560 That's what people look for on Google. 467 00:27:39,560 --> 00:27:41,560 So that's what you have to market to. 468 00:27:41,560 --> 00:27:46,120 But you know, then you have different schools that exist like Chandler Bolt School. 469 00:27:46,120 --> 00:27:49,800 I was a fan of going through the process and learning what I need to learn about publishing 470 00:27:49,800 --> 00:27:51,280 my book eight years ago. 471 00:27:51,280 --> 00:27:56,960 And really far and like, you know, I ran into a massive wall of like, oh, man, this is just 472 00:27:56,960 --> 00:27:57,960 phase one. 473 00:27:57,960 --> 00:28:00,360 You know, like, dang it, I got to do all this stuff. 474 00:28:00,360 --> 00:28:01,360 Yeah, it makes sense. 475 00:28:01,360 --> 00:28:02,360 All right. 476 00:28:02,360 --> 00:28:03,360 Well, maybe someday. 477 00:28:03,360 --> 00:28:04,360 And so I've done that. 478 00:28:04,360 --> 00:28:06,560 I've gotten through a couple of phases. 479 00:28:06,560 --> 00:28:11,600 But even even with different self publishers, you've got different styles, different people 480 00:28:11,600 --> 00:28:13,600 who can inspire you different methods. 481 00:28:13,600 --> 00:28:19,480 You're the person who I know I want to publish the marketing funnel is wrong with, you know, 482 00:28:19,480 --> 00:28:20,880 and so let's talk about that. 483 00:28:20,880 --> 00:28:28,640 But what what separates you from the traditional publishing path and also separates you from 484 00:28:28,640 --> 00:28:32,960 other self publishing programs that you've seen out there? 485 00:28:32,960 --> 00:28:35,480 Yeah, so I'll address each question. 486 00:28:35,480 --> 00:28:38,640 So separating us from the traditional publishing path. 487 00:28:38,640 --> 00:28:43,600 It's all the benefits of self publishing where you own the book, you own the rights to the 488 00:28:43,600 --> 00:28:48,160 book, you you get say in the creative process of talk to so many traditionally published 489 00:28:48,160 --> 00:28:50,080 authors who are like, I hate my cover. 490 00:28:50,080 --> 00:28:52,320 I hate my cover. 491 00:28:52,320 --> 00:28:56,320 Or things they had to cut out of their book because their editor said that they needed 492 00:28:56,320 --> 00:28:59,040 to cut it because or else they wouldn't, you know, publish it. 493 00:28:59,040 --> 00:29:05,640 And so there's so much more creative freedom and ownership with the self publishing side. 494 00:29:05,640 --> 00:29:13,440 And I train my editors to understand that of the author always gets a say that whenever 495 00:29:13,440 --> 00:29:18,160 we're saying, you know, this is what we suggest and this is, you know, how we would edit this 496 00:29:18,160 --> 00:29:23,400 and maybe we would cut this out, but at the end of the day, it is your call. 497 00:29:23,400 --> 00:29:28,840 And so that is, I think, the big differentiation between what we offer and what the traditional 498 00:29:28,840 --> 00:29:30,920 publishing industry offers. 499 00:29:30,920 --> 00:29:37,080 But we offer all of the services that traditional publishing offers in terms of editing and 500 00:29:37,080 --> 00:29:42,840 the publishing and the marketing and helping you with just all the different steps of it. 501 00:29:42,840 --> 00:29:47,240 And that is where we differ from all these other different self publishing. 502 00:29:47,240 --> 00:29:52,480 So let's say somebody goes it alone and they publish their book on Amazon today, right? 503 00:29:52,480 --> 00:29:54,120 They get all the way through the process of publishing. 504 00:29:54,120 --> 00:29:56,440 It looks kind of pretty. 505 00:29:56,440 --> 00:29:58,840 It says what they wanted to say. 506 00:29:58,840 --> 00:30:01,640 They put their title on there and they just, they hit publish. 507 00:30:01,640 --> 00:30:06,600 And you know, am I likely to, what's my percent chance of waking up tomorrow a millionaire? 508 00:30:06,600 --> 00:30:10,320 It's really close to zero. 509 00:30:10,320 --> 00:30:11,320 Why? 510 00:30:11,320 --> 00:30:13,280 I thought Amazon like took care of that for me. 511 00:30:13,280 --> 00:30:15,040 I thought everybody in Amazon would see my book. 512 00:30:15,040 --> 00:30:16,040 What the heck? 513 00:30:16,040 --> 00:30:19,960 So Amazon, there is a just business books. 514 00:30:19,960 --> 00:30:25,000 A new business book is published on Amazon every 45 minutes. 515 00:30:25,000 --> 00:30:30,600 And there are millions and millions and millions of books on Amazon. 516 00:30:30,600 --> 00:30:35,040 Like I wouldn't be surprised if they're at the billion mark now. 517 00:30:35,040 --> 00:30:40,160 They've opened up the floodgates for anybody to share their ideas, which is a huge benefit 518 00:30:40,160 --> 00:30:44,960 for all these people who don't want to go the traditional route and who, you know, may 519 00:30:44,960 --> 00:30:45,960 have been rejected. 520 00:30:45,960 --> 00:30:49,360 I think I talked to somebody who got rejected like 80 times from different publishers. 521 00:30:49,360 --> 00:30:55,360 And so these ideas can get out there, but at the same time, that means that everybody 522 00:30:55,360 --> 00:30:57,360 else's ideas can get out there. 523 00:30:57,360 --> 00:31:04,160 And so if you don't know how to shine and get above all of that, you're just going to 524 00:31:04,160 --> 00:31:08,040 get lost in a sea of ideas and millions of books. 525 00:31:08,040 --> 00:31:10,920 And so you have to know how to market. 526 00:31:10,920 --> 00:31:13,640 And that's phase four is marketing your book. 527 00:31:13,640 --> 00:31:17,360 And because you can have an idea and you can put it out there, but if nobody knows it's 528 00:31:17,360 --> 00:31:18,360 out there. 529 00:31:18,360 --> 00:31:19,360 Yeah. 530 00:31:19,360 --> 00:31:23,800 So what should these aspiring authors like, what should they be doing instead with their 531 00:31:23,800 --> 00:31:24,800 time? 532 00:31:24,800 --> 00:31:28,880 You know, like if they're, they hear you out, you know, they, they now understand a little 533 00:31:28,880 --> 00:31:30,840 bit of the struggles that exist there. 534 00:31:30,840 --> 00:31:31,840 What should they do now? 535 00:31:31,840 --> 00:31:32,840 They should hire me. 536 00:31:32,840 --> 00:31:34,880 I think it's well said. 537 00:31:34,880 --> 00:31:36,120 I'm glad you said that. 538 00:31:36,120 --> 00:31:37,520 I'm glad you didn't beat around the bush. 539 00:31:37,520 --> 00:31:38,520 I agree. 540 00:31:38,520 --> 00:31:39,520 They need a hire. 541 00:31:39,520 --> 00:31:41,640 And so what should go into the process of hiring? 542 00:31:41,640 --> 00:31:46,120 And I like to talk about this a lot in the show because a lot of people, um, they rush 543 00:31:46,120 --> 00:31:49,720 in and they hire somebody because somebody said they should hire them, you know, or because 544 00:31:49,720 --> 00:31:51,760 somebody else referred it. 545 00:31:51,760 --> 00:31:55,440 But if you don't, if you don't do your own due diligence, you leave yourself susceptible 546 00:31:55,440 --> 00:31:58,360 for not understanding the value of what you're getting out of the process. 547 00:31:58,360 --> 00:32:04,000 So when I'm evaluating a self publisher, what questions should I be asking Ashley? 548 00:32:04,000 --> 00:32:08,280 What, what, what preparation should I make for a conversation with you or with somebody 549 00:32:08,280 --> 00:32:13,080 else who's potentially going to, uh, you know, eat my book alive, if you will. 550 00:32:13,080 --> 00:32:17,280 I think the first thing is to look for their vision of, are they helping me with all of 551 00:32:17,280 --> 00:32:18,280 it? 552 00:32:18,280 --> 00:32:19,280 I like that. 553 00:32:19,280 --> 00:32:21,800 I like the vision side, you know, just saying. 554 00:32:21,800 --> 00:32:26,560 Because I've worked with so many authors who've come to me after they've hired someone 555 00:32:26,560 --> 00:32:32,480 else and usually they're not hiring something like this where they get all of it. 556 00:32:32,480 --> 00:32:37,040 It's usually, oh, I hired an editor or I hired a ghost writer or I hired this person or I 557 00:32:37,040 --> 00:32:38,520 hired that person. 558 00:32:38,520 --> 00:32:42,240 None of these people can see the whole process. 559 00:32:42,240 --> 00:32:46,080 And so they'll give you something, they'll produce something for you, but does it fit 560 00:32:46,080 --> 00:32:48,360 into the entire equation? 561 00:32:48,360 --> 00:32:49,360 Most of the time it doesn't. 562 00:32:49,360 --> 00:32:52,920 And most of the time we have to just throw out what these other people did. 563 00:32:52,920 --> 00:32:57,080 And so when you go into hiring, I, oh, I've just seen so many. 564 00:32:57,080 --> 00:33:04,680 If you don't understand the entire publishing vision, then you cannot hire somebody to execute 565 00:33:04,680 --> 00:33:07,080 that vision for you. 566 00:33:07,080 --> 00:33:13,760 And so you need to find someone, and I would say come to me who understands the whole process 567 00:33:13,760 --> 00:33:19,040 and understand what's actually going to work and every element that has to go into place 568 00:33:19,040 --> 00:33:22,680 to actually make it profitable. 569 00:33:22,680 --> 00:33:25,240 Is there that element of understanding your audience? 570 00:33:25,240 --> 00:33:32,080 I'm going to help you understand who you're speaking to and how to reach them and how to 571 00:33:32,080 --> 00:33:33,760 write to that audience. 572 00:33:33,760 --> 00:33:38,720 Are you going to have somebody who understands how to edit so that you don't look unprofessional? 573 00:33:38,720 --> 00:33:45,440 It's so cringy to see businesses with typos that like it's, you can't quite trust them 574 00:33:45,440 --> 00:33:47,560 because they might correctly. 575 00:33:47,560 --> 00:33:55,000 There's a billboard we drive by when I take my kids home and it says, it says, uh, comarical 576 00:33:55,000 --> 00:33:59,560 real estate loans, not commercial, it says comarical. 577 00:33:59,560 --> 00:34:06,760 And I'm like, oh my gosh, like how do you mess up, you know, your own business name or core 578 00:34:06,760 --> 00:34:11,280 benefit on a massive billboard and then leave it there for months. 579 00:34:11,280 --> 00:34:14,000 I mean, I guess it's attention grabbing. 580 00:34:14,000 --> 00:34:18,960 But I'm wondering if there's a market for you for a landing page to create a rewriteyourbook.com 581 00:34:18,960 --> 00:34:20,800 or deadbeatbooks.com. 582 00:34:20,800 --> 00:34:28,160 So we've thrown that out there to help people maybe, maybe recover in their authorship program. 583 00:34:28,160 --> 00:34:31,360 I bet there's a lot of people like you said, there are people who come to you for it. 584 00:34:31,360 --> 00:34:36,160 I think it's great for people to also come to you the first time, you know, and maybe 585 00:34:36,160 --> 00:34:38,320 not maybe avoid the process altogether. 586 00:34:38,320 --> 00:34:39,920 But some of us are stubborn. 587 00:34:39,920 --> 00:34:45,160 We have to learn the hard way and different facets of life. 588 00:34:45,160 --> 00:34:49,280 So let's talk about these business owners and the content shift gears, shifting gears 589 00:34:49,280 --> 00:34:50,280 a little bit. 590 00:34:50,280 --> 00:34:51,280 You're welcome to keep that up. 591 00:34:51,280 --> 00:34:54,880 I mean, like scroll through things that visual effects will be cool for people. 592 00:34:54,880 --> 00:34:59,400 But in terms of entrepreneurs, let me grab my little question here. 593 00:34:59,400 --> 00:35:00,800 Business owners are getting stuck. 594 00:35:00,800 --> 00:35:02,480 I'm going to own this one. 595 00:35:02,480 --> 00:35:07,400 You know, getting stuck on the content, you know, getting stuck on the treadmill of and 596 00:35:07,400 --> 00:35:10,000 the belief that content is king. 597 00:35:10,000 --> 00:35:16,760 You know, great content might be king, but content that is crappy is just crappy. 598 00:35:16,760 --> 00:35:20,760 You know, so if you're getting content out there and it's not reflective of what your 599 00:35:20,760 --> 00:35:26,320 audience needs, then, you know, maybe that's not your skill set, you know, and maybe you 600 00:35:26,320 --> 00:35:31,320 can learn, but, you know, hire somebody like Ashley to help you do it and utilize the process 601 00:35:31,320 --> 00:35:37,760 of working with such a provider as a coaching opportunity rather than just hiring a coach 602 00:35:37,760 --> 00:35:41,800 who coaches you on the process, but never delivers what you actually need. 603 00:35:41,800 --> 00:35:45,600 I think that's probably one of the shifts that I hope the business market starts to 604 00:35:45,600 --> 00:35:46,600 take. 605 00:35:46,600 --> 00:35:48,520 So what would you do? 606 00:35:48,520 --> 00:35:50,160 Wrong question. 607 00:35:50,160 --> 00:35:55,400 What should a business owner, what would you do as a business owner instead of tax? 608 00:35:55,400 --> 00:35:58,080 And I guess, I'm going to do a little bit further. 609 00:35:58,080 --> 00:36:02,160 I see a lot of business owners creating content because of what their friends recommend or 610 00:36:02,160 --> 00:36:05,640 their mom recommends, you know, or their cousin record or another business owner who's not 611 00:36:05,640 --> 00:36:07,720 even invested them recommends, right? 612 00:36:07,720 --> 00:36:11,480 A mentor who's not close enough to the situation to recommend great. 613 00:36:11,480 --> 00:36:14,720 You know, maybe you should write about this because I like the subject. 614 00:36:14,720 --> 00:36:16,480 That's not a good idea. 615 00:36:16,480 --> 00:36:18,440 That's not a strategy. 616 00:36:18,440 --> 00:36:24,480 That's a slot machine, you know, and a gambling addiction is kind of what it is. 617 00:36:24,480 --> 00:36:26,160 What do you recommend doing instead? 618 00:36:26,160 --> 00:36:30,760 What should the process look like for a business owner in relation to creating strategic copy, 619 00:36:30,760 --> 00:36:31,760 Ashley? 620 00:36:31,760 --> 00:36:32,760 Okay. 621 00:36:32,760 --> 00:36:33,760 Very good question. 622 00:36:33,760 --> 00:36:38,120 I think like you were saying, content is quote easy to put up. 623 00:36:38,120 --> 00:36:41,520 Like you can create stuff and throw it out there and have your ideas. 624 00:36:41,520 --> 00:36:45,520 It takes time to, you know, kind of get it down and put it out there. 625 00:36:45,520 --> 00:36:51,760 But strategic content is a whole different ballgame because it's again, going back to 626 00:36:51,760 --> 00:36:56,880 that audience of who am I speaking to and what do they need? 627 00:36:56,880 --> 00:36:59,040 What value do I offer? 628 00:36:59,040 --> 00:37:04,040 And by offering this value, what results am I going to get? 629 00:37:04,040 --> 00:37:10,200 And so it's all about relationships with content, that you're building a relationship with people 630 00:37:10,200 --> 00:37:16,880 by offering value to them and then because you have presented that value and provided 631 00:37:16,880 --> 00:37:21,480 them with this valuable relationship, they're going to maintain that relationship and buy 632 00:37:21,480 --> 00:37:25,440 into the relationship, whether that's with your services or your products or whatever 633 00:37:25,440 --> 00:37:26,720 it might be. 634 00:37:26,720 --> 00:37:32,440 And so what I love to do with entrepreneurs and business owners is to look at, okay, 635 00:37:32,440 --> 00:37:34,600 what are all the ideas? 636 00:37:34,600 --> 00:37:36,680 What are all the things that you want to say? 637 00:37:36,680 --> 00:37:40,400 And then more importantly, what is it that you want people to do because you've said 638 00:37:40,400 --> 00:37:41,400 it? 639 00:37:41,400 --> 00:37:47,040 And then look at the other end of the spectrum is what do people want to hear and how are 640 00:37:47,040 --> 00:37:52,160 they going to be served by buying whatever it is you are offering? 641 00:37:52,160 --> 00:37:55,600 And so coming from both ends of like, what do I offer? 642 00:37:55,600 --> 00:37:56,960 What do I want to say? 643 00:37:56,960 --> 00:37:57,960 What do they need? 644 00:37:57,960 --> 00:37:59,200 What do they want to hear? 645 00:37:59,200 --> 00:38:05,440 And finding that golden copy middle of like, okay, so how do I say it? 646 00:38:05,440 --> 00:38:09,880 And understanding what people are looking for and the questions they're trying to get 647 00:38:09,880 --> 00:38:17,080 answered and finding this, yeah, just that blend between those two areas of what you want 648 00:38:17,080 --> 00:38:19,080 to say, because you could just say whatever you want. 649 00:38:19,080 --> 00:38:20,080 It's research and development. 650 00:38:20,080 --> 00:38:21,080 Yeah, it is. 651 00:38:21,080 --> 00:38:22,080 It is. 652 00:38:22,080 --> 00:38:23,080 Yeah. 653 00:38:23,080 --> 00:38:24,080 It's dialogue, right? 654 00:38:24,080 --> 00:38:26,680 With your copywriter too. 655 00:38:26,680 --> 00:38:27,680 Right. 656 00:38:27,680 --> 00:38:30,080 And I'm going to highlight that too. 657 00:38:30,080 --> 00:38:31,680 Like it's the team behind that. 658 00:38:31,680 --> 00:38:36,760 The biggest myth that I see happening in the world related to copy is people come to a 659 00:38:36,760 --> 00:38:39,320 business and they say, I'm a copywriter. 660 00:38:39,320 --> 00:38:40,680 I can do your content. 661 00:38:40,680 --> 00:38:41,680 Bull crap. 662 00:38:41,680 --> 00:38:43,680 Copywriter is part of a department. 663 00:38:43,680 --> 00:38:47,920 You know, and that that creative department, the copywriter has an editor. 664 00:38:47,920 --> 00:38:51,800 They have a publisher and these people are going to discourses getting convinced that 665 00:38:51,800 --> 00:38:55,120 they have the magical power to be the best copyright in the world because they're given 666 00:38:55,120 --> 00:38:59,000 a series of templates that nobody cares about, but they need to, they need a job. 667 00:38:59,000 --> 00:39:00,240 They need to make some money. 668 00:39:00,240 --> 00:39:03,280 So they start acting like they're a copywriter. 669 00:39:03,280 --> 00:39:06,440 And then I hear business owners saying, oh, I already have a copywriter. 670 00:39:06,440 --> 00:39:11,040 And I'm like, yes, that's why you're on the track to lose like the other 96% of businesses. 671 00:39:11,040 --> 00:39:16,200 You've got to have access to somebody with the spectrum, the full spectrum of a team 672 00:39:16,200 --> 00:39:17,200 behind it. 673 00:39:17,200 --> 00:39:22,520 And without the proper dialogue, without the proper time dedicated to the conversation, 674 00:39:22,520 --> 00:39:24,360 especially for business owners, right? 675 00:39:24,360 --> 00:39:29,800 And people who are authors of important messages, messages that reflect their life, like a self-development 676 00:39:29,800 --> 00:39:31,600 book, what are you doing? 677 00:39:31,600 --> 00:39:34,640 Trying to, and sorry to consend, but sorry, not sorry. 678 00:39:34,640 --> 00:39:40,400 What are you doing trying to publish that without validation and without a team to help 679 00:39:40,400 --> 00:39:44,880 you think through the disciplines of what elements might need to change? 680 00:39:44,880 --> 00:39:50,280 And again, Ashley has been a phenomenal help in mentoring me through the process of making 681 00:39:50,280 --> 00:39:55,400 sure that when I publish the marketing funnel is wrong, that I publish it with the right 682 00:39:55,400 --> 00:39:56,720 dynamics and aspects. 683 00:39:56,720 --> 00:40:01,000 And she's going to challenge as well some of the concepts that I come up with, my team 684 00:40:01,000 --> 00:40:02,280 challenges some of those concepts. 685 00:40:02,280 --> 00:40:06,080 And we're actually going to showcase a little bit of this right now, because one of the 686 00:40:06,080 --> 00:40:11,840 powers and benefits as a business owner of creating a book is that it gives you a new 687 00:40:11,840 --> 00:40:15,840 level of authority or credibility if you do it right. 688 00:40:15,840 --> 00:40:20,080 If you do it wrong, it can ruin your credibility and authority. 689 00:40:20,080 --> 00:40:25,120 So it's very important that you don't just rush to publish every 45 minutes, like the 690 00:40:25,120 --> 00:40:29,160 rest of the market that you actually publish something of extreme value. 691 00:40:29,160 --> 00:40:33,880 So we've been, I'm big on this concept of the power marketing funnel and this chart 692 00:40:33,880 --> 00:40:38,640 that you see over here, while it's, yes, a higher level formula than what I've seen 693 00:40:38,640 --> 00:40:43,760 in the market, which the market only knows about the fact that you go, you get the consumer 694 00:40:43,760 --> 00:40:47,560 state of mind, they don't even know that they just know that, okay, if I'm in a market, 695 00:40:47,560 --> 00:40:50,600 people have to be aware that to be interested that if you consider what I'm doing, they 696 00:40:50,600 --> 00:40:52,640 have to have intent to buy, evaluate and purchase. 697 00:40:52,640 --> 00:40:56,080 And not everybody knows this, but a lot of the business owners out there, you know exactly 698 00:40:56,080 --> 00:41:01,440 what I'm talking about when I refer to that marketing funnel and woohoo, we're at a 4% 699 00:41:01,440 --> 00:41:06,880 success rate as a country in terms of developing businesses that stand the test of time. 700 00:41:06,880 --> 00:41:07,880 That is not good. 701 00:41:07,880 --> 00:41:09,920 I'm not happy about that. 702 00:41:09,920 --> 00:41:15,040 What we don't have is somebody talking about the psychological actions that the seller 703 00:41:15,040 --> 00:41:20,160 needs to take in order to influence the mindset of the consumer. 704 00:41:20,160 --> 00:41:23,040 And there was one missing component here that we figured out. 705 00:41:23,040 --> 00:41:27,920 We first, we had two missing components, but we've now realized that, okay, I've got to, 706 00:41:27,920 --> 00:41:30,480 if I want somebody to be aware of me, I've got to intrigue them. 707 00:41:30,480 --> 00:41:34,760 And if I want them to be attracted to me or rather interested, I've got to attract them, 708 00:41:34,760 --> 00:41:35,760 right? 709 00:41:35,760 --> 00:41:37,480 And then we miss the level of inspire, right? 710 00:41:37,480 --> 00:41:43,080 If I can inspire people, that leads people to, to consider my offer and so on and so 711 00:41:43,080 --> 00:41:44,080 on. 712 00:41:44,080 --> 00:41:48,240 And I wouldn't have this developed to the degree that I do and have a, have the model 713 00:41:48,240 --> 00:41:54,080 for that design without incredible input from Ashley and from my designer and from other 714 00:41:54,080 --> 00:41:57,400 team members who've kind of played with the concept with me over time. 715 00:41:57,400 --> 00:42:03,120 So I think there's extreme value in, and also making sure that you are, are thorough, but 716 00:42:03,120 --> 00:42:06,520 you also have somebody to kind of kick you in the booty every week and say, move your 717 00:42:06,520 --> 00:42:09,440 project forward, you know, like keep it going. 718 00:42:09,440 --> 00:42:10,600 Here's what we need. 719 00:42:10,600 --> 00:42:14,200 Let me spoon feed you, you know, what, what you need next in order to move to the next 720 00:42:14,200 --> 00:42:15,200 step. 721 00:42:15,200 --> 00:42:21,000 And I've seen the tail publishing do a phenomenal job of that for my business, for other people 722 00:42:21,000 --> 00:42:22,680 who I also work with and associate. 723 00:42:22,680 --> 00:42:24,280 We just had Tony Lopes on. 724 00:42:24,280 --> 00:42:28,320 You were the ghost writer for Tony Ropes book, freedom at risk. 725 00:42:28,320 --> 00:42:32,920 You know, and, and then we of course have our mutual relationship with Rick from Epiphany. 726 00:42:32,920 --> 00:42:36,800 There's so much overlapping proof of the value that you put on the market. 727 00:42:36,800 --> 00:42:39,640 And that's exactly why we want to do here on vision pros today. 728 00:42:39,640 --> 00:42:41,960 So I'm super honored to have you, Ashley. 729 00:42:41,960 --> 00:42:46,760 And I hope that the world catches, you know, this catches the world's attention and that 730 00:42:46,760 --> 00:42:51,680 any aspiring authors and business owners or professionals who understand the value and 731 00:42:51,680 --> 00:42:56,480 need of copy 100% consider you and interview you as part of their strategic plan to move 732 00:42:56,480 --> 00:42:59,920 their own businesses and their own hopes and dreams of publishing and establishing their 733 00:42:59,920 --> 00:43:01,560 legacies moving forward. 734 00:43:01,560 --> 00:43:03,040 So thank you so much for being here. 735 00:43:03,040 --> 00:43:04,440 Thanks for having me, Jackson. 736 00:43:04,440 --> 00:43:10,880 And I'm, I'm excited to follow up with you on your book and give you the little push 737 00:43:10,880 --> 00:43:13,000 you need to keep going on it. 738 00:43:13,000 --> 00:43:16,880 Well, we're doing that every day in our Slack channels, right? 739 00:43:16,880 --> 00:43:20,320 But you know, that's, that's, you know, you are there for me on that. 740 00:43:20,320 --> 00:43:25,040 And I do need to, I have my little task every Wednesday to make movements on my books and 741 00:43:25,040 --> 00:43:26,880 make sure that they're coming out and moving forward. 742 00:43:26,880 --> 00:43:30,800 So and thank you for all the help that you've done as well for publishing, for helping my 743 00:43:30,800 --> 00:43:32,520 kiddos get their books published. 744 00:43:32,520 --> 00:43:36,120 We didn't have time to talk about that today, but they've been in a previous episode. 745 00:43:36,120 --> 00:43:39,800 And again, Ashley has been the catalyst and helped us with the manuscript on that and 746 00:43:39,800 --> 00:43:43,160 the process of understanding how to make that a fruitful experience. 747 00:43:43,160 --> 00:43:46,960 So if you want to get in touch with Ashley, you can reach her, I'm sure on Facebook, I'm 748 00:43:46,960 --> 00:43:51,760 sure of course on LinkedIn, you can go to her website, you can sign up for the manuscript 749 00:43:51,760 --> 00:43:52,760 reviews. 750 00:43:52,760 --> 00:43:54,760 She's super approachable and ready to help. 751 00:43:54,760 --> 00:43:55,960 And let's do our best. 752 00:43:55,960 --> 00:43:59,960 If you found value in this or know an author or an entrepreneur who would find value and 753 00:43:59,960 --> 00:44:03,640 getting their message out to the world, to the people who matter to them, then definitely 754 00:44:03,640 --> 00:44:05,880 connect them to Ashley and to Taylor Publishing. 755 00:44:05,880 --> 00:44:06,880 Thanks for being here, Ashley. 756 00:44:06,880 --> 00:44:08,680 And everybody have a phenomenal day. 757 00:44:08,680 --> 00:44:09,760 We'll see you later.