Why A Book And Not A Course?

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

So why a book and not a course? So there's a lot of different low-ticket products out there that you could sell, and we have by far tested a bunch of different things, from courses to workshops, to magazines, a bunch of different potential low-ticket AI products and things like that. And to this day, nothing ascends like a book. Humans have a certain relationship with books. If we look back at human history, every great sort of moment of change, revolution in human development has come or been centered around a certain ideology that was written into a book.

So it's the oldest way humans really have of passing down intergenerational wisdom, except for storytelling, which would be older, but essentially the book is now that form of storytelling. And so humans have this relationship with books in the pursuit of wisdom and understanding that just brings in higher quality people. And people are used to buying books as well, so it's a very easy transaction where-- So there's, I guess, an element of simplicity around the book.

It's a familiar sort of transaction, so it's easier to sell in that regard. People know exactly what they're getting. They're aware of what a book is, but then also the quality of person that it attracts. They definitely ascend at a higher rate into premium offers than any of the other low-ticket offerings that we've previously tested and we tested vastly.