The Business Fixer Blog by Wes Schaeffer, The Sales Whisperer®

Write a book. Get on the NYT Bestseller List. Get rich. Die famous.

Written by Wes Schaeffer | May 18, 2025

"You never sacrifice quality."

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Marketing & Branding Tips you'll learn today on The Sales Podcast...

"The book as a relationship building device."

I wrote about Michael Drew's work, "Pendulum," with Roy H. Williams years ago.

(See "Is marketing an expense or an investment?)

pendulum_review_sales_podcast_507_blogI've been a fan/student/follower/friend of Roy Williams, The Wizard of Ads, since around 2002.

In this conversation, Michael Drew shares his decades of experience in the publishing industry, particularly in making books New York Times bestsellers.

He discusses the strategies he employed, the economics of book publishing, and the evolution of the industry over the years.

Drew emphasizes the importance of understanding the market dynamics and distribution channels for authors aiming for success.

We explore the intricacies of thought leadership, marketing strategies, and the importance of building genuine relationships with customers.

We discuss the distinction between transactional marketing and relationship marketing, emphasizing the need for emotional security and intimacy in business interactions.

The conversation also touches on the challenges faced by small businesses in navigating the marketing landscape and the significance of effective communication in fostering long-term customer relationships.

00:00 Introduction and Background of Michael Drew
02:21 The Journey to New York Times Bestsellers
08:09 Understanding the Economics of Book Publishing
12:57 The Evolution of the Publishing Industry
19:14 The Importance of Distribution in Book Success
24:26 The Objective of Thought Leadership
25:14 Building Relationships vs. Transactional Marketing
28:30 The 12 Steps of Intimacy in Marketing
30:25 Understanding Customer Needs
36:12 The Science of Emotional Security
40:55 Navigating the Marketing Landscape
42:15 Breaking the Cycle of Burn and Churn
48:22 The Importance of Communication in Business


  • Michael Drew has been involved in publishing since he was 19.
  • He successfully launched his first New York Times bestseller in collaboration with Roy H. Williams.
  • The marketing cost of a book often outweighs the revenue from sales.
  • Understanding the rules of the publishing game is crucial for success.
  • Distribution is key; most books still sell through traditional retailers.
  • The publishing industry has seen a dramatic increase in the number of books published since 1980.
  • Authors need a solid marketing plan to ensure their book's success.
  • Co-op marketing is essential for gaining shelf space in stores.
  • The first 60 to 90 days are critical for a book's sales performance.
  • Books are 100% returnable by retailers, impacting inventory management. The objective of thought leadership is to build relationships, not just sell products.
"The book as a relationship building device."
  • A book serves as a significant tool in establishing thought leadership.
  • Building relationships takes time and investment from both parties.
  • Understanding customer needs is crucial for business success.
  • The 12 steps of intimacy are essential for creating long-term relationships.
  • Emotional security is a unique trait that influences human relationships.
  • Quality should never be sacrificed in business practices.
  • Selling is akin to courtship, requiring a dance of communication.
  • Effective communication is vital for entrepreneurs and small business owners.
  • Navigating the marketing landscape requires a balance of time, money, and quality.

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