Nobody Reads Books Anymore

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

Nobody reads books anymore. So, it's a common thing that people might say attention spans have gotten lower, et cetera, et cetera. The truth is, people are buying more books than ever. If you look at the actual numbers of book buyers and readers globally, people are buying more books than ever. But it's not because they love reading. It's not because the habit of reading is now more common or that people allocate more time to their day for personal reading.

That's probably not true. But what it is that allows somebody to buy a book is having a particular problem that they want solved. So they're not buying a book as such. They're buying the answer to a problem that they're struggling with or something that they want that they don't know how to get. The relationship is not about a book. It's about a dream or a pain. And our ability to link that is what allows us to sell books.

We're not selling books, we're selling solutions to problems. And that's an infinite market. And the truth is, the book, for the most part, is really about the transaction. We have a vast amount of people who buy our book and ascend to the backend without even reading our book or just reading parts of the book because it's not the book itself, it's the start of the relationship that's created and then bringing them into a system that can ascend them.