Nobody Knows Who I Am

Jay Topp, founder of Real Growth, answers on video. Transcript:

Nobody knows who I am. They won't read my book. And it's kind of a rational thought how you think, oh, I need some sort of authority to share my message. But the authority comes from sharing your message. I recently wrote another book in a different space, in the philosophical art space recently, an area where I have zero credentials, where I have zero authority and, to be honest, a limited understanding, and just wrote from my personal experience and my own personal study and readings.

And that was actually the most successful book that I've ever had. Within a couple of weeks, it scaled to over 100 book buyers a day. And it's not because of who I am, but it's because of the degree at which my message connected with the desire in the marketplace. A lot of people think about marketing and sales as the creation of desire. The truth is, nobody creates desire, but they tap into existing desire that's already flowing through the marketplace.

And so with our book, the reason we're able to take authors who are completely unknown, have no authority, have no brand, and get them to sell a tremendous amount of books and build tremendous businesses is because we're linking who they are and what they do to an existing current of desire through the marketplace, and that circumvents the need for some personal brand or authority.