Real Growth Book in 9 minutes.

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

and being able to serve vast numbers of people in a leveraged way. So, let's dive in. And before we start, it's a beautiful afternoon here in Barcelona. The light may or may not change as I speak, so hopefully you keep great sight of me. I thought I'd use the natural light because it is so beautiful, but hopefully it's nice and stable. So amazing, let's dive in. It's about 150 or 160 pages, the book.

Start with who this book is for. This book is for the heart-led coaches, alternative educators, facilitators of growth and change, and transformation in an individual. The word coach has got a reputation of its own that you may or may not identify with. I use it for simplicity, but it's those who essentially create transformation in individuals and groups. And the way in which you do that will vary.

But the whole point of this book is written for people who want to make a change and difference in the lives of others. And whether you're a newer coach, an aspirational coach, early-stage coach, or you're an experienced coach that's been doing this for a long time, the method works the same way. Some of my greatest or if not all of my greatest case studies have been starting businesses from zero, and I've had the pleasure to take a business from zero to nearly a million dollars in a month.

And we've got a lot of people who benefit from our system at the start, in the very early stages of their coaching businesses. The key outcome and promise of this book is to show you how to get clients essentially for free. So traditional advertising gets you to pay first, wait, wait, wait, and hopefully you get clients. This shows you how to get clients for free by covering the cost of your advertising using a short book.

That same short book also becomes the greatest sales tool in moving somebody from a low ticket buyer who spends $20, $30, $40 with you to somebody who can buy something for $5,000 or $10,000 on the back end. Yeah, the big promise is that you can take a business to $100,000 a month or seven figures a year using just one book. In fact, like I said before, I've taken a business to just shy of a million dollars a month using just one book, the same book that's been running for four and a half years now.

So a big reason of why I wrote this book is that the alternative education industry has truly exploded. And I got into the industry because traditional education didn't work for me. I found myself inside of three different schools within one calendar year, and I knew that the life that I was going to live, the teachers who'd been assigned to me, my default, were not going to support me in the goals and the dreams that I had for my life.

So I went out there and started seeking my own teachers, teachers who awoken much greater possibilities for the potential in which I could kind of live my life through. And those early mentors really changed everything that was possible for me. So that the most inspiring thing that I could do in my life was to help these amazing coaches and teachers who were traditionally not the greatest business people in the world.

They had a gift, but marketing and sales was typically not their gift. And so if you look at the world of coaching now, it's inverted. The greatest facilitators of transformation and change are not the most famous coaches. You have all these coaches playing the content branding game, and the marketplace is full of people who are not true coaches, but they're just content creators. They're, for a better word, just personalities, internet personalities, influencers.

So the purpose of this book is to be able to put real wisdom in the hands of the masses and to be able to provide a platform for genuine facilitators of transformation to share their message with the world without having to become an influencer, some sort of personality, so they can really focus on the depth of their work. So an overview of how a book funnel works, it's really simple.

I sell this book online for $5. There's other little products available with it. The average customer spends about $50 with me. It costs me about $50 using Facebook ads to get somebody to buy this book. And so at the end of the day, I put $50 in and I get $50 back out, and obviously that's scalable, where we can spend up to thousands of dollars a day on ads.

Some ad accounts where we're spending close to $10,000 a day in ads and liquidating the vast majority of that spend. If you think about why a lot of traditional advertising doesn't work for coaches, it's because of the time in between when they spend money and if and when they recuperate that money on the back end. You might run a webinar. You might have to spend $10,000 on ads to fill that webinar without any certainty whether that webinar is going to work.

And if it's your first webinar, it's probably not going to work. And so how many times you have to do that to get things dialed to be profitable, it's a long time. It's time and money that most coaches don't have. So the beauty of a book is that you can be profitable today, and you start with typically $30 to $50 a day in ad spend. You spend $30 to $50 a day, you get $30 or $50 back, and then you can continue to increase that spend to the level of your ambition.

And then what happens when somebody buys your book is they're not just a lead or it's not like selling a book on Amazon where you never hear from that person again. You have their name, their email address, and their phone number. They're reading your book, and then you continue to communicate to them through emails and text messages and call them to a next stage, which is booking a call with you.

And so on average, 20% of people who read your book will eventually find themselves on a Zoom call with you, where you will help them, you will understand where they're at, and then you will invite them into, if they're a fit, a higher level, high ticket program, mentoring container that you run. And so on average, 3% of people who buy your book will go on and ascend to that high ticket offer.

So if you sell 100 books per month, which is only three books per day, you will have on average three or four people join your back end offer, and that scales. And so this book covers many of the challenges and very specific how-tos on how to build this out. Before, previously, without the technology that we now have, it was a very lengthy process to make this work.

Writing a book used to be a really big feat. Now, with the use of AI and technologies like this, it's very comparable to having a ghostwriter. So if you look at the greatest authors of last century, most of them were not sitting there in a cabin all by themselves putting their book together, but they had an amazing editorial team, ghostwriters, editors, marketers, researchers, that helped them put that book together.

And so now with AI, we're able to utilize a lot of that while keeping the essence of the coach's message and wisdom, but using the leverage that used to cost, when we've used ghostwriters and teams in the past, upwards of $60,000 or $70,000. And then from there, the book goes in and explains how to build your funnel. But with the new technology that we now have also, we now have this all automated in a system which allows you to build out your funnel now with zero tech.

A process that could take two or three months building out a funnel is now done in a matter of about an hour. And so obviously it's 160 pages. I could talk all day and pull apart all the different stories on that side. If you feel called, definitely go through and read the whole book. There's nothing that would be better than that. But where I'd love to leave you with the call to action to obviously read the book, is that there's a real opportunity for a new type of coach.

I believe we stand at a pretty fascinating time in history where there is such a need and a desire in the marketplace for true leadership and for leaders to arise and to help people where traditional structures, systems, institutions have let them down. And most coaches tend to hesitate because they think, "Who am I to make a difference? Who am I to really bring this vision I have to life?

I don't have enough runs on the board. I'm too early in my journey." But the truth is, the people who create amazing change in the world are the ones who do it and figure it out along the way. The best books were written courageously, not with predetermined understanding of inevitable success and impact, but it was written courageously with the desire to make a real difference and a commitment to finding a way.

And that's consistently what I see with the coaches in our group. They're the coaches who go to their first 20, 30, 40, 50K a month, and not the ones who have had the greatest amount of experience, but the ones who have the most amount of courage and the ones that back themselves and show up and have the courage to write a book, to express themselves, to expose themselves to the world and make an impact.

The ones who have the courage to bring change to the world and not just accept the status quo. So I'm inspired by our group. The amazing people that I get to speak to every day in our container that are on that courageous journey, and we're all on that courageous journey together. So that's a quick overview of Real Growth, and hope to see more of you soon.