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through if you were in 2025 going to launch a movement,

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going to launch a tribe around the content of a book

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and you have a book, like how would you leverage that

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kind of in the marketing, the challenge,

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and then into some sort of coaching program

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to help people bring breakthrough on that topic?

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Yeah, great question.

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So when I, so I still think that's the right,

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I still think strategically

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that's the right way to think about it, okay?

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Like a book is a seed.

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A book is a seed, it's not a harvest, okay?

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Like you're not gonna get rich

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selling books at $10 a pop, okay?

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The only people I know that got rich selling books

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is like my friend Joel Osteen

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and a few other people I know like that,

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you know, John Maxwell, they've sold millions of books.

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So they got rich selling books.

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But we're talking about now like 0.000000,

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I'm talking about like reality for most of us,

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our books are seeds to create a harvest

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of our dream customers, right?

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So I know this, I know like I know like I know,

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and I'm embarrassed and like idiot

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for forgetting what I already learned,

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you know, eight years ago, 10 years ago,

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is a book reader, your best client,

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your best client, your best follower,

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your best future leader, your best next disciple, okay?

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Is a book reader.

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Like, you know, like,

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so the next best is the book buyer.

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Don't even read the book, but at least they bought the book.

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That's your next best person, right?

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Because at least they bought the book

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with the intention to read it, read it.

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So now when I created that saying, Bruce,

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it was on the back of doing workshops, financial workshops.

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I would hosting local events for all of you,

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depending on what you're doing,

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what you're trying to launch,

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don't sleep on the power of local events.

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Okay, it might not be applicable

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to all of your what you're doing,

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but I'm telling you right now,

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like winning locally is so much easier

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than trying to win nationally or internationally, okay?

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Right, so when I was a financial advisor,

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I wrote a book called Retired and Free,

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it's here somewhere.

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It's because you sold out, they're not even.

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No, no, no, I didn't sell out, I didn't sell out.

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There's the book, okay?

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This was a brilliant, this was a brilliant strategy

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from literally 10 years ago that would still work today.

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This book is not on Amazon.

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To this day, it's still not on Amazon.

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Now, now that might be stupid,

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because now I kind of, you know, people's,

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some folks know who I am.

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But back in the day, it was brilliant

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because I would, I'd say, hey, come, you know,

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I would invite people to a financial education night,

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come meet the author, get a copy of my newest book,

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Retired and Free, The Unconventional Path

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to Uncertainty and Fulfillment.

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Get the book before you can even buy it.

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You can't even buy the book yet, it's pre-released.

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Now they're like, I want to come.

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I want a copy of a free book.

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Why not give them a free book?

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Because if they met me and came to my workshop

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and they heard me speak, it was over.

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They're gonna be like, this is my guy.

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And then when they book appointments,

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and then they become my client.

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So like, I make money helping people become a client

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of our financial company.

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I knew the best way to make them a client

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was to have them come to one of my events, hear me speak,

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meet my wife, see our vibe.

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So all this, so the book was just bait

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to get them to the workshop.

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Well, why would they come to a workshop?

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Thing is, go on freaking Amazon, click two buttons,

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now they have the book.

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So that's, and guys,

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that was a seven figure year business.

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Could have been easily multiple seven figures by now.

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So now to get to eight figures,

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that model probably starts to,

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might not get you to eight figures,

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but I bet you most of you, all your dreams can come true

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at probably multiple seven figures, okay?

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You know, anyhow, today in 2025, as an online marketer,

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I wouldn't give the book away for free.

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But what I would do is I would find the lowest price I could

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to cover the cost of just printing it and shipping it.

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I don't like free plus shipping.

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I think that's the wrong, I think that's very tired,

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that's very, I think that season is come and gone.

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Plus, I think it's also very de-edifying to the book.

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Oh, my book's not worth anything, but pay for the stamps.

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That's de-edifying, that's stupid.

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Why would I make that, why would I make the mule

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that carried the book more important than the book itself?

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That's so stupid.

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But again, marketers do stuff that marketing.

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I would rather say, hey, it's $10

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and it covers and includes shipping.

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Right?

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It's all in one, I would do an all-in-one,

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and I will, we're gonna, you're gonna see me

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do a lot of books, a lot of book marketing this year.

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So, digital books, digital books.

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Okay, let me tell you about digital books.

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Okay, this is just me, that's just me.

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I don't know about other people.

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This is what I do, okay?

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So sometimes somebody will talk to me about a book.

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For example, I'm about to help you guys out right now.

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Where is this book?

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Okay, this is a great book, this is a great book.

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And David perceived he was king.

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All of you need to read this book.

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They're like, well, I'm not a Christian, I'm not this.

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I don't care, this is a great book, you have to read this book.

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This book is not about a Christian,

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this book is about a Jewish king.

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He wasn't Christian either, so don't worry about it.

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Okay, this is about a king, a historical king, King David.

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This book is a tremendous book, and you need this book,

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because all of you are in this group

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and you're on a journey

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that is gonna deal with your identity.

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And if it has not already happened,

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you're gonna have multiple death and rebirths

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in your journey of becoming a pioneer.

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And that's all about identity.

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And this is the best book on identity

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I've ever read in my life.

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So I heard about this book, then I ordered the book.

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This guy is kind of crazy.

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He's old, this guy's old, and he's kind of outdated.

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I had to order this book.

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It took like three weeks to get here.

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I'm like, what the hell,

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who takes three weeks to get a book?

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So I'm impatient.

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He goes to your church?

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He is, yeah.

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Our whole church, we only have like 100 people in our church

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and he goes there.

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Yeah, makes sense, okay.

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Well, dude, I reached out to this guy

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to have him on the wisdom challenge,

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he didn't even hit me back.

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You should have asked.

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I didn't know you were in the church.

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Okay, so anyhow, anyhow, I'm like,

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I'm not waiting for three weeks for a book.

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So then I got, I think I got the Audible.

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I got the Audible.

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I think I got the Audible.

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Yeah, I did, got the Audible.

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Boom.

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So then I'm like, dude, this is really good.

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So then I went and got the Kindle.

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So if I, now I have thousands of books probably,

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my wife makes fun of me all the time,

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because I'm definitely more of a book buyer

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than a book reader.

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But when I read a book, I read, I don't read a lot of books.

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But when I read a book, I don't read a book.

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I devour it.

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I read this book, I've read this book three times.

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I've marked it up.

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I have typed out all the notes I underlined

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into a Google document.

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I've listened to it probably four times.

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And I get the Kindle so I can just copy and paste things

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into a .doc.

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But that's me.

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And that's only for a handful of books in my life.

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I've probably done that with 10 to 20 books.

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These are like core books that are huge for my assignment.

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Okay, so that's just me personally.

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For the mass market, I don't love Kindle.

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I want people to have a physical hard book

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in their house with my name on it.

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That's just good branding and marketing.

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They see my name every day.

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I know people who have retired and free

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when I was doing this on their nightstands.

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They read it in bed.

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You know what people do in bed?

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Yeah, now they have me in bed with them.

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I'm on the nightstand.

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What's more intimate than being on the nightstand?

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So you can't have your Kindle on the nightstand.

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It doesn't make sense.

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So I like putting a physical.

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Plus, if you're a spiritual kind of person,

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we can even talk about the spiritual implications of this.

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All right?

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The type of authority it opens up.

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So I like physical.

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But as a consumer, I like, I will get a digital copy only if I'm super into it.

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So I'm never going to read on a Kindle.

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I'm never going to read on a Kindle.

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I only got the Kindle so I can copy-paste notes into a Google Doc.

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That's the only reason I got it.

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If I could start over, if I could pause time out, if I could pause the world, if I could

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stop the world for, oh man, I'd love to have six months.

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I'd love to have six months to pause.

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I'm not sure how that would work, though, because it, you know what I'm saying, like

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I still want to be able to go to the coffee shop and live, but I kind of would want the

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world to stop for six months.

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And so the point of that is if I could just relaunch my entire life and business, my business,

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I would just spend nothing but those six months cranking out two or three books.

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Like marketing without a book is literally stupid.

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It's just stupid.

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Not that it doesn't work, it works, but like nothing works as well as marketing with a

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book.

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Like nothing works as well.

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Now, we've done over $50 million in revenue without a book.

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So don't wait.

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You don't need a book to get started.

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Okay?

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We could probably have done $200 million without a book.

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So I've got to get these books finished, you know.

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And a pioneer has to have a book.

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That's your manifesto.

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That is your, the book is where you say, this is my view of the world.

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Here's how the world exists to me.

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This is the manifesto.

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Here's the pioneer playbook.

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This is what it means to be a kingdom entrepreneur.

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This is what it means to be a blank.

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And if I were to die without these books being finished, this would be a huge regret of my

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life.