Copy That Pops: Writing Tips and Psychology Hacks for Business podcast

216: How to Sell 1 Million Books in 24 Hours [A Gary Vee and NFT Case Study]

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On August 27th, 2021 at 5pm EST (that’s 1pm my time in Cali), Gary Vaynerchuk went live on YouTube and Instagram (https://www.youtube.com/watch?v=FlcsdCsBR3U) to announce a 24-hour only opportunity to his millions of fans and followers...involving NFTs in exchange for book purchases.

 

By the following day, his new book Twelve and a Half: Leveraging the Emotional Ingredients Necessary for Business Success was the #1 bestselling book across all of Amazon around the world (while on presale). It sold so many that Barnes & Noble broke for a lot of us trying to buy.

 

As I record this in mid-September, the book is no longer #1 in all of Amazon, that’s how the rankings work -- they change almost hourly -- but there is a lot we authors can learn from what Gary did to write and promote his book.

 

But let me backup and define a few things for you…

 

Who is Gary Vee?

Gary Vaynerchuk is a Belarusian-American entrepreneur, author, speaker, and Internet personality. He is a co-founder of the restaurant reservation software company Resy and Empathy Wines. First known as a wine critic who expanded his family's wine business, Vaynerchuk is now more known for his work in digital marketing and social media as the chairman of New York-based communications company VaynerX, and as CEO of VaynerX subsidiary VaynerMedia.



NFT: Non-fungible token

You may have heard this term floated around a lot lately. It’s all the rage in the cryptosphere. Skeptics call it “buying jpegs. My in-laws call it a ponzi scheme.

 

But what it really is is a digital collectible tied to a smart contract that cannot be destroyed.

 

Who created it?
Who bought it first (called minting)?
Who sold it and when?
What price did the 3rd owner pay?

 

All this and more is recorded on the blockchain, which is a digital ledger of transactions recorded on multiple computers around the world so that no one person or entity can alter the records.

 

Oh, and non-fungible is just a confusing way of saying unique. If you trade 1 US dollar for another 1 US dollar, you have not changed anything. Dollars are fungible. If you trade 1 cryptopunk for 1 curiocard, you have very much changed things. These are non-fungible...they are unique.

 

It’s all a big deal. It’s the wave of the future, if you ask me.

 

If this is your first time hearing about it, I really think you should put in some hours to research and learn more.

 

It will (and already is) affecting everything we do in life. Don’t be an old fuddy duddy and say it’s all just a silly trend kids these days are into. It’s not.

 

NFT examples

To help, for this convo, to make what an NFT is more clear, let’s look at a few examples. 

 

  1. Bored Ape Yacht Club (BAYC)

Are pieces of digital art of apes with different facial expressions, backgrounds, and accessories. The cheapest one as I record this is 33.5 ETH, or about $117,000.

 

There is no utility -- or ability to use the token -- that I am aware of. However, owners of BAYC tokens get ‘airdropped’ (aka rewarded with) additional tokens that also have value because they are in demand by the market.



  1. NFT.NYC

The leading conference on the topic of NFTs is held each year in New York City, and, as we would expect, the ticket to get in is an NFT. Using NFTs as tickets into an event in real life is an easy example to wrap our heads around potential ‘utility’ of a token.

 

Mark Cuban, owner of the Dallas Mavericks, recently said on a podcast interview that tickets to all games would soon be tokenized. 



  1. VeeFriends

Gary Vee jumped into the NFT space in May as well. His project is called VeeFriends and it comes with access to his new VeeCon conference in 2022, 2023, and 2024, which gives it real utility. Some tokens also have direct access to him in groups or in one-on-one sessions like courtside Nicks games.

 

But where the big promise from Gary lies is in the I.P. of the characters. He plans to turn the drawings for the tokens into the next “disney.”

Imagine if you owned the original drawing of Mickey Mouse...think that would be worth something today?


-------

 

So, back to our story about Gary selling over 1 million books in 24 hours. 

 

Starting in early 2021, Gary told his followers to buy up ETH when it was about $1400 to $1800. Then, for months before launch, Gary educated his audience on NFTs, the blockchain, what wallets like MetaMask were and how to set them up to be ready to buy NFTs, and more.

 

Then Gary launched his VeeFriends in May of 2021. For the majority of the 10,255 tokens that he sold, you could buy them for 0.5 to 3 ETH (that’s about $1750 to $10,500 in today’s value with ETH around $3500).

 

As I record this 4 months later, the cheapest VeeFriend is 18ETH (or about $63,000).

 

That’s a 36x return...and Gary swears he’s just getting started…

 

Flash forward to the book offer.


Gary went live on a Friday afternoon in the summer to say that for ever 12 books someone purchased in the following 24 hours, she or he would receive 1 surprise NFT after the books ship in November.

The exact details are unknown.

However, after seeing what he did with VeeFriends in just 4 months, true fans jumped at the chance to buy up lots of books and be eligible for multiple surprises in November.

 

Hence, selling over 1 million copies in 24 hours.

 

-------



TAKEAWAYS

 

I personally don’t have as big an audience as Gary. Likely you listening don’t either. 

 

So maybe selling 1 million books in 24 hours is something unattainable for us right now.

 

Nevertheless, we can employ his tactics to a scale that works for us.

 

  1. Give true value to your audience (not just sales promos)
    ...Gary taught people all about the crypto and NFT world.
    ...Gary shared tips on other projects he thought looked solid like World of Women and Curio Cards...his fans made tens and hundreds of thousands of dollars off his tips in just weeks or months

 

  1. Let true fans in on things before the general public

...Gary created a Discord (like a giant chat room) where he shared these special tips and info completely for free, but only with true fans who took the time to join it

 

  1. Follow through on what you promise you will do

...Gary went out of his way to make sure true fans got first crack at his NFT drop (before whales with big bank accounts could swoop in and buy everything up)

...And he’s been working to make VF grow in value already 

 

  1. Stay connected real-time

...Gary doesn’t just promote and ghost, he stays actively involved...this builds that know, like, and trust factor

 

  1. Build reputation and know it takes time

...Gary has been building rapport and trust for yearrrsssss...he didn’t just emerge out of nowhere and expect people to trust him.

...You have to have patience and build. 

 

  1. Use cutting edge technology and trends

...Gary is jumping on the wave of crypto and NFTs early.

 

How can we make our books themselves NFTs? 

 

Could someone buy our book as an NFT and be able to sell it later?

Could you offer “gold ticket” NFTs with special access to you...say a yearly coffee meeting or bowling trip? 

 

----

 

There is so much to be learned by watching Gary and following in his footsteps when it comes to books, business, and NFTs.

 

If you want to learn and see more, I’m attaching links to all that I mentioned in here about Gary’s incredible book frenzy.

 

And if you're wondering...I will have a crap ton of books in my garage come November.

When Gary speaks, I believe.

 

When you speak, I hope your audience believes too.

 

Share with me your thoughts on this episode or any probek you are working on! I’m at LaptopLaura on the socials. Or shoot me an email at [email protected]!

Also, I’ll be speaking at ShePodcasts Live next month in Scottsdale, Arizona!

 

My talk is called:

How to Easily Turn Your Podcast Into a Bestselling Book [And Truly Position Yourself As a Leader]

 

Hope to see you there, if you are a fellow podcaster! :)

In the meantime, keep finding ways to write copy that pops!

Flere episoder fra "Copy That Pops: Writing Tips and Psychology Hacks for Business"

  • Copy That Pops: Writing Tips and Psychology Hacks for Business podcast

    216: How to Sell 1 Million Books in 24 Hours [A Gary Vee and NFT Case Study]

    13:33

    On August 27th, 2021 at 5pm EST (that’s 1pm my time in Cali), Gary Vaynerchuk went live on YouTube and Instagram (https://www.youtube.com/watch?v=FlcsdCsBR3U) to announce a 24-hour only opportunity to his millions of fans and followers...involving NFTs in exchange for book purchases.   By the following day, his new book Twelve and a Half: Leveraging the Emotional Ingredients Necessary for Business Success was the #1 bestselling book across all of Amazon around the world (while on presale). It sold so many that Barnes & Noble broke for a lot of us trying to buy.   As I record this in mid-September, the book is no longer #1 in all of Amazon, that’s how the rankings work -- they change almost hourly -- but there is a lot we authors can learn from what Gary did to write and promote his book.   But let me backup and define a few things for you…   Who is Gary Vee? Gary Vaynerchuk is a Belarusian-American entrepreneur, author, speaker, and Internet personality. He is a co-founder of the restaurant reservation software company Resy and Empathy Wines. First known as a wine critic who expanded his family's wine business, Vaynerchuk is now more known for his work in digital marketing and social media as the chairman of New York-based communications company VaynerX, and as CEO of VaynerX subsidiary VaynerMedia. NFT: Non-fungible token You may have heard this term floated around a lot lately. It’s all the rage in the cryptosphere. Skeptics call it “buying jpegs. My in-laws call it a ponzi scheme.   But what it really is is a digital collectible tied to a smart contract that cannot be destroyed.   Who created it?Who bought it first (called minting)?Who sold it and when?What price did the 3rd owner pay?   All this and more is recorded on the blockchain, which is a digital ledger of transactions recorded on multiple computers around the world so that no one person or entity can alter the records.   Oh, and non-fungible is just a confusing way of saying unique. If you trade 1 US dollar for another 1 US dollar, you have not changed anything. Dollars are fungible. If you trade 1 cryptopunk for 1 curiocard, you have very much changed things. These are non-fungible...they are unique.   It’s all a big deal. It’s the wave of the future, if you ask me.   If this is your first time hearing about it, I really think you should put in some hours to research and learn more.   It will (and already is) affecting everything we do in life. Don’t be an old fuddy duddy and say it’s all just a silly trend kids these days are into. It’s not.   NFT examples To help, for this convo, to make what an NFT is more clear, let’s look at a few examples.    Bored Ape Yacht Club (BAYC):  Are pieces of digital art of apes with different facial expressions, backgrounds, and accessories. The cheapest one as I record this is 33.5 ETH, or about $117,000.   There is no utility -- or ability to use the token -- that I am aware of. However, owners of BAYC tokens get ‘airdropped’ (aka rewarded with) additional tokens that also have value because they are in demand by the market. NFT.NYC The leading conference on the topic of NFTs is held each year in New York City, and, as we would expect, the ticket to get in is an NFT. Using NFTs as tickets into an event in real life is an easy example to wrap our heads around potential ‘utility’ of a token.   Mark Cuban, owner of the Dallas Mavericks, recently said on a podcast interview that tickets to all games would soon be tokenized.  VeeFriends Gary Vee jumped into the NFT space in May as well. His project is called VeeFriends and it comes with access to his new VeeCon conference in 2022, 2023, and 2024, which gives it real utility. Some tokens also have direct access to him in groups or in one-on-one sessions like courtside Nicks games.   But where the big promise from Gary lies is in the I.P. of the characters. He plans to turn the drawings for the tokens into the next “disney.”Imagine if you owned the original drawing of Mickey Mouse...think that would be worth something today? -------   So, back to our story about Gary selling over 1 million books in 24 hours.    Starting in early 2021, Gary told his followers to buy up ETH when it was about $1400 to $1800. Then, for months before launch, Gary educated his audience on NFTs, the blockchain, what wallets like MetaMask were and how to set them up to be ready to buy NFTs, and more.   Then Gary launched his VeeFriends in May of 2021. For the majority of the 10,255 tokens that he sold, you could buy them for 0.5 to 3 ETH (that’s about $1750 to $10,500 in today’s value with ETH around $3500).   As I record this 4 months later, the cheapest VeeFriend is 18ETH (or about $63,000).   That’s a 36x return...and Gary swears he’s just getting started…   Flash forward to the book offer. Gary went live on a Friday afternoon in the summer to say that for ever 12 books someone purchased in the following 24 hours, she or he would receive 1 surprise NFT after the books ship in November.The exact details are unknown.However, after seeing what he did with VeeFriends in just 4 months, true fans jumped at the chance to buy up lots of books and be eligible for multiple surprises in November.   Hence, selling over 1 million copies in 24 hours.   ------- TAKEAWAYS   I personally don’t have as big an audience as Gary. Likely you listening don’t either.    So maybe selling 1 million books in 24 hours is something unattainable for us right now.   Nevertheless, we can employ his tactics to a scale that works for us.   Give true value to your audience (not just sales promos)...Gary taught people all about the crypto and NFT world....Gary shared tips on other projects he thought looked solid like World of Women and Curio Cards...his fans made tens and hundreds of thousands of dollars off his tips in just weeks or months   Let true fans in on things before the general public ...Gary created a Discord (like a giant chat room) where he shared these special tips and info completely for free, but only with true fans who took the time to join it   Follow through on what you promise you will do ...Gary went out of his way to make sure true fans got first crack at his NFT drop (before whales with big bank accounts could swoop in and buy everything up) ...And he’s been working to make VF grow in value already    Stay connected real-time ...Gary doesn’t just promote and ghost, he stays actively involved...this builds that know, like, and trust factor   Build reputation and know it takes time ...Gary has been building rapport and trust for yearrrsssss...he didn’t just emerge out of nowhere and expect people to trust him. ...You have to have patience and build.    Use cutting edge technology and trends ...Gary is jumping on the wave of crypto and NFTs early.   How can we make our books themselves NFTs?    Could someone buy our book as an NFT and be able to sell it later?Could you offer “gold ticket” NFTs with special access to you...say a yearly coffee meeting or bowling trip?    ----   There is so much to be learned by watching Gary and following in his footsteps when it comes to books, business, and NFTs.   If you want to learn and see more, I’m attaching links to all that I mentioned in here about Gary’s incredible book frenzy.   And if you're wondering...I will have a crap ton of books in my garage come November.When Gary speaks, I believe.   When you speak, I hope your audience believes too.   Share with me your thoughts on this episode or any probek you are working on! I’m at LaptopLaura on the socials. Or shoot me an email at [email protected]!Also, I’ll be speaking at ShePodcasts Live next month in Scottsdale, Arizona!   My talk is called:How to Easily Turn Your Podcast Into a Bestselling Book [And Truly Position Yourself As a Leader]   Hope to see you there, if you are a fellow podcaster! :)In the meantime, keep finding ways to write copy that pops!
  • Copy That Pops: Writing Tips and Psychology Hacks for Business podcast

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    4:59

    Hello copy poppers! Long time no talk...but we are back today with a quick writing tip for you inspired by two often-heard quotes: French philosopher and mathematician Blaise Pascal famously wrote: I would have written a shorter letter, but I did not have the time Mark Twain once said, “I didn't have time to write you a short letter, so I wrote you a long one.” When I first heard these sayings, I thought they were wrong. In school, the hardest assignments seemed to be the long term papers 15 or more pages long. But as a former teacher, professional copywriter, ghostwriter, and all around writing nerd for internet copy, I’ve come to learn they are profoundly true. I admittedly have the habit of ‘over communicating in writing.’ I tend to add too many details in emails -- and try to keep in mind that if something can be said with fewer words, it should be. Let me give some concrete examples for you… COPY EDITING EXAMPLES Bio Say you are writing about yourself for an author bio, for an about page on your website, or for an email in a marketing campaign so that new subscribers can get to know you. You may write something like this: “I did my undergraduate studies at UCLA and majored in Psychology, earning a bachelor’s degree with a minor in German in 2003.” (true story for yours truly!) This is a perfectly good sentence with 22 words. But can we tighten it up without losing any meaning or important information? How about… “I graduated in 2003 from UCLA with a degree in Psychology and a minor in German.” That’s shorter! With 16 words now. We shaved off 6 words...or 27%. Not bad and no meaning was lost. Business Description Say you are writing up some information about your company for your website or short social media bio. You could write something like this: “At XYZ Media Company, we know the importance of leveraging social media to grow your business in this increasingly online and global economy. This is the reason why we love helping businesses create and execute strategies that help them grow their businesses through attracting new leads, converting sales, and building brand loyalty.” This is a lovely description from a company who gets it! But at about 52 words, it looks like a big paragraph that most people may say ‘ain’t nobody got time for that’ and skip over reading it. How about… “Leveraging social media is essential to grow your business. We help you create and execute strategies to grow by attracting new leads, converting more sales, and building brand loyalty.” This version is 29 words, so 44% shorter. Plus, we changed 3rd person words like “their” and “them” to 1st person words like “you” and “your.” I also cut out things like “At XYZ Media Company” under the assumption that if someone is reading it on your website, they know what you are called -- you don’t have to restate it. And also “in this increasingly online and global economy” because if your audience doesn’t already know this is happening, I’d be shocked.   Example 3 Send me a piece of copy you’d like cleaned up to be shorter and more punchy. I may feature a quick edit of yours in a future episode! --- Hope these copy editing examples helped inspire you to look for words you could cut to improve your writing online.  It takes more time to trim the fat, but it’s worth it!Until the next episode, keep finding ways to write copy that pops! xo Laura PS: To access full show notes, please click here.
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  • Copy That Pops: Writing Tips and Psychology Hacks for Business podcast

    210: 6 Fascinating People Brainstorm Book Ideas and Fight to Overcome Imposter Syndrome [Replay of Zoom Call with Community Co-Hosted with Allison Melody of Food Heals]

    1:16:22

    Do you struggle with imposter syndrome and overwhelm on what book topic to pick to write about? You are not alone! This is a replay of a really terrific group Zoom call that my biz bestie Allison Melody of the Food Heals empire did last Saturday. Six entrepreneurs joined us to ask questions, brainstorm, and work through mental blocks. I hope this helps you wherever you are in your journey! And jump into our 14-week Bestselling Book Group Program starting on May 25th, if you catch this in time!   A Few Highlights from This Podcast: [05:45] - [5:00] : Alli kicks off call + Laura intro and why books matter   [12:22] : Tamar intro about the book she's work on …vulnerable stories …4 chapters so far …afraid bc of ego to dig into …wants the word “hope” in there Finding Hope Acceptance   [15:54] : Larry Roberts …1+1=Podcast …wrote it in 20 days …got emotional …Scrivener …bringing wife on the journey …how to start a VA business …Readily Random podcast …recovered alcoholic   ]23:47] : Nancy Foote…¾ done about classroom management (33 years teaching)…how to get kids on your side …struggling bc had another book calling at her! …started on second book too …works at literary conferences part-time …"when I teach, I tell stories about my life" …Coca-Cola Hot Pants …Paul Harvey …Zero G with Mark Kelly astronaut …Parkinson’s, two kinds of breast cancer, …"how can you be so positive and upbeat?" …baseball with Nolan Ryan …Writing 6-word sentences…loving writing it…like poetry …shoulder surgery …Imposter Syndrome Monster   [37:06] : Christopher Centri…astronomy and space science …struggling with things online …in another part of New York state …Mars + search for extraterrestrial life …Lunar Mysteries …Thinkific, Teachable, …wants courses …near Lake Erie + wine + science presentations   [48:37] : Hazel Englander…loves wine too …listens to CTP! …model all over the world …famous boyfriend…backstage rock and roll parties …not sure about sharing bc of kids, husband, and haters …Queen, Sir Elton John, etc — should I name names? …should I have a publisher or self-publish? ...Tim Ferriss and Nick Kokonas podcast: https://tim.blog/2018/10/18/nick-kokonas They compare notes about the somewhat slimy similarities between the music and publishing industries. [timestamp: 2:26:02] On the Hembergers and The Alinea Project, and the upcoming Aviary Book being released independently. [timestamp: 2:41:23]   Free Facebook Group for Authors CopyThatPops.com/facebook   More Info On the 14-Week Group Program starting on Monday, May 25th CopyThatPops.com/14weeks *Past clients of Laura’s, ping her for super discount if you want to join us too ([email protected])     Take Action Now! 14 Week Group Bestselling Book Program with LaptopLaura and Allison Melody To access full show notes click here.
  • Copy That Pops: Writing Tips and Psychology Hacks for Business podcast

    **Free Book Zoom Call: Get Your Questions Answered About Books, Publishing, #1 Bestseller, and More**

    3:34

    Be a #1 Bestselling Published Author with your book on Amazon and Barnes & Noble...before quarantine is over! On Saturday, May 15th at 12pm PST, Allison Melody and I will meet you online for a fun mimosa brunch (BYOBB = Bring Your Own Booze & Brunch) to discuss how YOU can become a bestselling author in as little as 14 weeks! Join us to get support, accountability, and step-by-step direction from brainstorming...to writing...to editing...to formatting...to book cover design...to pre-marketing...to launching...to hitting #1 on Amazon...and more! You deserve to be an author. Let's do this together. If you are ready to say goodbye to overwhelming analysis paralysis and achieve your authorship goals with a fun, small group of like-minded entrepreneurs...this is your shot. So join us for a FREE brunch to hear ALL THE DETAILS! More info and zoom link in this Facebook event page: https://www.facebook.com/events/720142385464799
  • Copy That Pops: Writing Tips and Psychology Hacks for Business podcast

    209: Warning: Unpopular Opinion - Successful Biz Buds Actually Hurt You And Psyche You Out in Business

    3:53

    UNPOPULAR OPINION: Hanging out with ACHIEVERS is actually HURTING you {psychologically}! Facebook Post where you can write and share your thoughts: We all know the whole 'you are the average of the 5 people you spend the most time with' saying -- I retell it all the time, myself! But, I realized recently how doing this can actually hurt us too. Now, before anyone jumps to write a scathing comment in rebuttal, hear me out... HOW IT HURTS You see your hardworking, successful business buddies start podcasts, write books, and speak on stage. So, you think and feel like "everyone is doing it." You then think and feel "it's too late for me," "I missed the boat," or "I'll never be as good as they are, plus they got such a head start, so I won't do it." SO, YOUR PERCEPTION IS SKEWED The truth actually is that you are just hanging out with go-getters. Most people do NOT start podcasts, write books, or speak on stage. Most people consume but do not create. Most people overthink but do not take action. And, more and more -- did I mention MORE? -- people are coming online every single day looking for the solutions you offer. Looking for YOUR style of speaking or writing. YOUR examples and lessons learned. YOUR wacky humor or calm speaking voice. HOW TO FIX So, I would never advise hanging out with losers to combat this misperception and get you back to reality. The side effects would be too negative. The recipe simply is to recognize where you are. You are in a GREAT place if this post resonates with you. You have a great crew around you. Keep it up. Just because your buds are rockin' it does NOT mean there isn't space and a huge -- and increasing -- demand for your unique twist and style. Audit your thoughts, audit your feelings...and reframe. Do the thing. You know what it is. Do it.   FEEDBACK Agree with me? Disagree? Did this help at all? Let's dialogue!   Take Action Now on Your Bestselling Book! TRAINING on hitting Amazon bestseller [free] COMMUNITY of new and growing nonfiction authors! [free] ACCELERATOR: Write a great book & hit bestseller! [not free ;)]  Click here to access full show notes.
  • Copy That Pops: Writing Tips and Psychology Hacks for Business podcast

    208: No More Writing Copy - How To Get ALL Of Your Sales Letters, Webinar Slides, Emails, And Ads Written (In As Little As 10 Minutes) Without Hiring An Expensive Copywriter

    10:49

    No matter how much you practice at writing copy, you will never get as fast, efficient, and effective as if you use the Funnel Scripts tool from Russell Brunson (Founder of Click Funnels) and Jay Edwards (professional Copywriter).   It's like mad libs on crack. For business.   You just plug in key information about your business, product, webinar topic, etc. (with lots of examples to help guide you) and then click the "Build" button.   Then, it spits out scripts, full pages of copy, ad copy, video sales letters to read off a teleprompter. Like, anything you need for business. It's pretty ridiculous...in a good way.   I'm currently testing out a script for this $19 Offer Page for My [Secret] Amazon Bestselling Categories Formula. Hopefully, it will slay and help a lot of people too.   Try it out for free with a Headline Script Generator here:   PODCAST EPISODE BONUS: Listen until the end for a heartwarming, hilarious surprise. You are guaranteed to laugh and smile. 💕🤣   Then, check out Funnel Scripts...they have a free training on the landing page...and let me know if you try it out!   Take Action Now on Your Bestselling Book! TRAINING on hitting Amazon bestseller [free] COMMUNITY of new and growing nonfiction authors! [free] ACCELERATOR: Write a great book & hit bestseller! [not free ;)]   Click here to access full show notes.

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