Behind the Book Cover

if you’re a subscriber, hi! It’s been a minute. And by a minute I mean it’s been almost a year.That’s because one of the main reasons I do a podcast is so that I can educate myself and after hundreds of interviews, I felt like I’d learned everything I could about how to build authority with a book. I even used many of those interviews in the book I published in 2023, also called On Good Authority.I was surprised to discover that despite not posting any new episodes, this podcast has been kicking along—remaining in the top 1% of podcasts just because new people are finding the show, or some of you authority junkies are listening to episodes over and over?Anyway, lately, I’ve been feeling that podcast itch again: that craving for the mic. And I also started a Substack that I’ve loved writing. One day recently it occurred to me that the Substack could have an accompanying podcast and then it occurred to me, hey I already have a podcast – it’s just been lying dormant. And so I’ve renamed the show Behind the Book Cover, same name as my Substack.Now I’m going to be focusing less on how to build authority from a book and more on the past, present and future of book publishing, as I see it.The past is the traditional publishing model, which means I’m going to spend the first season talking to authors who come from that world. We’re going to dive into the things no one wants to talk about: the tough days that follow getting the book deal.Season two will focus on the present: entrepreneurs that are earning literal millions as a result of their books, and how they’re doing it.And season three will delve into where book publishing is going, with a special focus, of course on AI.So why am I passionate about this new direction now? I’m so glad you asked!The Penguin Random House trial in 2023 revealed a lot that had previously been secret—namely, that 85% of book advances never earn out and Random House got its name because, as the CEO said in the trial, they never know which books will succeed so it’s random!The reality is that most authors make less than minimum wage. And here's the kicker—the entrepreneurs who get caught up in these publishing fantasies often end up worse off than when they started. They're so focused on impressing agents and publishers that they forget their actual goal: growing their business.So I'm going to be talking to authors about why traditional publishing dreams often backfire for business owners. I'll introduce you to smart entrepreneurs who use books strategically—not as lottery tickets, but as lead generation machines and authority builders. And I'll expose what the publishing industry doesn't want you to know about how this business actually works.Think of this as the same as On Good Authority but with a sharper edge. Depending on when you’re hearing this, I’ve either already released or am weeks away from releasing the show you know and love but fine tuned for your success. Same juicy interviews, same truth-telling, just more focused on what actually moves the needle in your business instead of feeding publishing fantasies that lead to disappointment.Whether you're thinking about writing a book, struggling with your first one, or wondering if any of this makes business sense, these conversations will save you time, money and heartache.Because here's the thing: once you stop chasing publishing validation and start using books as the business tools they actually are, everything changes. And I can't wait to show you how.Welcome to Behind the Book Cover.

If you're thinking about writing an authority building book, and I really hope you are, and you don't want to be counting pennies or checking your book sales all the time, you actually want a book that's going to change your life, I can tell you how. Just go to sevenfigurebooks.com. I'm not trying to capture your email or anything. You can just download this PDF that's going to tell you exactly how to turn an authority building book into revenue, speaking, authority, and no exaggeration, a whole new life. Hilary Lifton is not one to boast, and I write that with more understatement than you can imagine.I was introduced to her recently at a party by someone who said she was a big ghostwriter. When I asked her about her career, she mentioned working on a self-help book.It was only when I Googled her later that I learned she has written 16 New York Times bestsellers and is one of the most sought-after ghostwriters alive. (While she chooses not to name her bold-faced clients, you can find out who some of them are by going to her site.)I've never had such an interesting conversation about ghostwriting and I challenge you that you've probably not heard one. I know that's setting expectations quite high but I'm ready to meet them!

Katie DePaola, author of "At Least You Look Good" and founder of Inner Glow Circle, shares her inspiring journey as an entrepreneur overcoming Lyme disease and personal loss. She discusses the healing power of writing and how storytelling can serve as a path to self-discovery. Katie emphasizes embracing imperfection in creativity and the importance of community in navigating grief. Her insights on using personal struggles to build a brand resonate deeply, showcasing that vulnerability can be a powerful tool for success.

If you're thinking about writing an authority building book, and I really hope you are, and you don't want to be counting pennies or checking your book sales all the time, you actually want a book that's going to change your life, I can tell you how. Just go to sevenfigurebooks.com. I'm not trying to capture your email or anything. You can just download this PDF that's going to tell you exactly how to turn an authority building book into revenue, speaking, authority, and no exaggeration, a whole new life. Alex Sanfilippo is the host of the top-rated podcast Podcasting Made Simple, the founder of PodPros.com, a software company focused specifically on the podcasting industry and the co-creator of PodMatch, a service that matches podcast guests and hosts together for interviews. That's not all! He also co-founded PodcastSOP, a project management tool that helps podcasters keep up with their episode releases.You get it: the guy is POD OBSESSED.So who better to come on the show to talk about how authors can book podcast tours? Everything he shared was fascinating but what I found especially fascinating is what he had to say about why authors should pass on opportunities to go on certain shows and why appearing on smaller podcasts can be way more beneficial than going on the big ones.Good one! Don't miss it!FOR MORE ABOUT THE PODCAST AND OTHER STUFF, GO TO WWW.ONGOODAUTHORITYPOD.COM

If you're thinking about writing an authority building book, and I really hope you are, and you don't want to be counting pennies or checking your book sales all the time, you actually want a book that's going to change your life, I can tell you how. Just go to sevenfigurebooks.com. I'm not trying to capture your email or anything. You can just download this PDF that's going to tell you exactly how to turn an authority building book into revenue, speaking, authority, and no exaggeration, a whole new life. Boy, does Craig Stanland have a story to tell.It starts with the FBI knocking on his door, followed by two years in prison.But that's not really what we delve into here. Instead we talk about the book he wrote on his experience—and the one major mistake he made.Now that he's at work on book number two (title TBD—we get into that in the conversation), he's approaching everything differently.Find out about that, as well as how he's planning to use videos to launch his next book, in this episode.FOR MORE INFO ABOUT THE POD AND OTHER STUFF, GO TO WWW.ONGOODAUTHORITYPOD.COM

Peter Shankman, a five-time best-selling author and the creator of HARO, dives into the intriguing world of media exposure. He shares the amusing backstory of how HARO was created by accident and reveals tips on how authors can grab journalists' attention. Little-known tactics emerge, like personalized email pitches and rapid response strategies. Shankman also humorously discusses the unexpected PR win for Yoo Hoo after a truck heist. His insights on the evolving landscape of journalism and effective communication are invaluable for aspiring authors.

If you're thinking about writing an authority building book, and I really hope you are, and you don't want to be counting pennies or checking your book sales all the time, you actually want a book that's going to change your life, I can tell you how. Just go to sevenfigurebooks.com. I'm not trying to capture your email or anything. You can just download this PDF that's going to tell you exactly how to turn an authority building book into revenue, speaking, authority, and no exaggeration, a whole new life. Rich Goldstein is a patent attorney, speaker, host of the Innovations and Breakthroughs podcast and, most relevantly for this show, the author of the bestselling book The ABA Consumer Guide to Obtaining a Patent, which was published by the American Bar Association.He's someone who understands through and through what a book can do for someone's business and in this episode, we got into all that as well as how writing a book changed Rich's career, why he sends a copy of the book to anyone who requests it and how writing a book could, theoretically, make an entrepreneur a cool five million.FOR MORE ABOUT THE PODCAST AND OTHER THINGS, GO TO WWW.ONGOODAUTHORITYPOD.COM

In this fascinating conversation, Rob Fitzpatrick, author of "Write Useful Books" and YCombinator alum, shares his expertise on crafting books that generate recommendations. He reveals his method for finding and engaging beta readers to enhance a book’s desirability. With monthly earnings of approximately $25k from his three books, he illustrates the power of effective storytelling and reader feedback. Fitzpatrick also reflects on the importance of mentorship in writing, making this a treasure trove for aspiring authors.

Zara Barrie, author of the memoir "Girl Stop Passing Out in Your Makeup" and co-host of "GirlZ Interrupted," teams up with Dayna Troisi, managing editor of Go Magazine and creative writing professor. They dive into the art of turning viral social media success into book sales. Their conversation spills into the joys and pitfalls of book promotion on platforms like TikTok and Instagram, the challenge of maintaining authenticity, and the quirky world of merch. Expect laughs and invaluable insights on building meaningful connections online!

Paul Angone, an author known for helping young adults navigate life's challenges, shares his unique journey from eight years of rejection to selling over 100,000 books after a viral blog post. He discusses the symbiotic relationship between books and online courses, illustrating how to transform a manuscript into engaging learning experiences. Paul emphasizes the importance of perseverance, leveraging digital platforms, and investing in quality resources for creative projects, proving that reality can surpass even your wildest dreams.