Why Write A Book?

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

So why a book as an acquisition strategy instead of content marketing? There's a few different reasons, but I'll go through the major ones. So the first one is it's permissionless. With content creation, you're constantly reliant on many things outside of your control. There's the algorithm that determines who sees your posts. You don't own your audience, so you're constantly building this great audience on a platform that you don't control, that can be taken away from you at any time without any customer support.

Anybody who's ever dealt with Meta's customer support knows it essentially doesn't exist. So you're building this massive castle of your whole business on a platform that you don't own. The next one is that it's a hungry machine, as in you just need to keep, keep, keep, and keep feeding it. And over the last couple of years, it's only getting hungrier and hungrier. Now that the cost of the production of content has essentially gone to zero with AI, there is more and more competition than ever.

The machine is hungrier and hungrier than ever. And you can see now on Instagram and Facebook how often you actually see the posts of people who actually follow you. It's pretty low. And so in order to have success with the content game, you have to go all in, as in you have to become a content marketer. And the thing is, most coaches didn't become a coach because they want to become a content creator.

And you see the best people in the industry that go that route, they're not necessarily coaches. They're marketers, and they're kind of micro-celebrities rather than somebody who's really focused on doing real deep work. And so what I love about stepping out of content, I don't have an Instagram account, I don't have a Facebook account, is that my business doesn't depend on me sort of getting up and dancing on the camera every day.

I film a few videos for our system that are evergreen, and other than that, I get to focus on actually serving our clients and actually deepening the work that I do, building real systems in the business, versus just needing to get up the Instagram stories every day and get on this constant content grind. What I also love about it is that it's infinitely scalable. So when we have a winning ad, we can allocate as much spend as we want towards that ad.

So if you want to reach more people with content, you need to do more and more volume. And a lot of it's out of your control whether that gets shown to more people. But I can set my daily ad budget and I can 10x, 100x the amount of people that see my book, that buy my book with the click of a single button. So the amount of leverage applied is so much greater. The people that I reach is not connected to my time at all.