As a book author you position yourself differently from other coaches. You can share what it is you do and really does give you that differentiation point. Plus, when properly planned, you can connect with readers – Mike Capuzzi
What you’ll learn!
- Unlock the power of using books to elevate your coaching business.
- Discover the surprising benefits of writing short books for your coaching career.
- Navigate the seamless publishing process for your short books and boost your coaching credibility.
- Stand out and differentiate yourself through the authority of being a published author.
- Explore the convenience of print-on-demand services for aspiring authors like yourself.
Our Guest: Mike Capuzzi
In this episode of The Mindful Coach podcast, the guest, Mike Capuzzi, a seasoned publisher and book publishing coach, shares his valuable insights on using books to grow a coaching business. With a focus on writing short, impactful books, Mike offers a personalized approach to guide coaches through the publishing process. He emphasizes the effectiveness of specific messaging for different audiences, setting himself apart from traditional publishing methods. Throughout the conversation, Mike highlights the benefits of short books in attracting clients and establishing authority. His expertise and hands-on approach make this episode essential for coaches seeking to differentiate themselves, share their expertise, and grow their business through book publishing. Whether considering writing a first book or seeking innovative strategies to leverage existing content, Mike’s insights provide practical guidance for establishing credibility and attracting clients through the power of publishing.
Elevate Coaching Business
Incorporating books into your arsenal can significantly elevate your coaching business. As a marketing tool, a book is a guide, leading readers towards your services and products. According to Mike Capuzzi, writing a book doesn’t just differentiate you from the competition but also establishes authority and fosters trust with your potential clients.
Benefits of Short Books
Mike Capuzzi advocates for the crafting of short, targeted books, a concept he refers to as “shooks.” These books, readable within an hour, provide a myriad of benefits. Apart from being more approachable to both writers and readers, they effectively convey beneficial information and create a segue for interested readers to connect further with the author.
Streamlined Publishing Process
The streamlined publishing process leverages technological advancements such as Amazon and print-on-demand services. This method eradicates the need for costly inventory storage, allowing for flexibility with edits or changes to the content. With Mike’s hands-on guidance throughout the process, aspiring authors can transition from idea to completed book without undue stress.
00:00:00 - Brett Hill
So welcome to this edition of The The Mindful Coach Association Association. I'm really excited today to be talking with our guest, Mike Capuzzi. He's a publisher, author, and a book publishing coach and has been helping clients create marketing results since 1998. He's the author of 19 count of 19 books, including two Amazon number one bestsellers, the 100 page book and The Mindful Coach Association books. Mike is the founder of Bite Sized Books, a new publishing concept formula for creating short, helpful books, also known as Shooks. S-H-O-O-K-S he calls them. These are ideal for business owners, entrepreneurs, corporate leaders, and coaches who are looking to increase their level of authority while also providing helpful information in bite sized books. If you've ever wanted to write a book and weren't sure how to go about it, you're going to really want to hear what Mike has to say today. And I wanted to get him on the show because there's a lot of coaches out there who are sitting on some really great content and have really excellent insights that could be valuable to a lot of people, plus help to amplify their authority in the world. And it doesn't have to be like writing a novel. And so I wanted to get Mike on the show. So welcome to the show, Mike.
00:01:22 - Mike Capuzzi
Hey, Brett, thank you very much. I appreciate the opportunity.
00:01:25 - Brett Hill
It's great to have you here. So tell us a little bit, like, if you're a coach out there, why would they be interested in writing a book, first of all? But then your specialty is these short form books, which make this a lot more approachable, I think, than some giant tomb of everything you've ever learned about people and coaching.
00:01:46 - Mike Capuzzi
Yeah. So we'll attack the first part first. The first question, as you said in the introduction, most coaches have content that they've developed. They have a specific niche they serve. They have a specific way of working with clients, whatever it is they coach on. And I believe, Brett, and it's a fact because books have been around for thousands of years, but business owners, coaches, et cetera, have been using them for well over 100 years. I found research back into the 18 hundreds where businesses have used books as a way to communicate their information. So there's no denying that a book, even in 2023 and beyond, is a very powerful asset to differentiate yourself from your competition, to help rise up above the competition, if you will, to establish the authority which you mentioned and really to help people. Still in this day and age, people appreciate books as a way to get information. So because coaches are in the business of helping people, it's sort of a no brainer. I have a podcast. I just went in my fifth year, Brett.
00:03:02 - Brett Hill
Wow. What's the name of your show? What's the name?
00:03:05 - Mike Capuzzi
It's called the author Factor. The author Factor.
00:03:07 - Brett Hill
The author Factor. Okay, great. You have to have people look it up.
00:03:11 - Mike Capuzzi
The power of being a book author. But without a doubt, Brett, we have different types of people on my show. The number one group are coaches, so they far exceed the local business owners. I've talked to literally over 100 coaches over the last five years, and they're all using a book. So I would encourage anyone who's either thought about it but hasn't done it, or maybe they start it and have stopped to really consider writing a book about what it is you do. Now, I'll just quickly touch on the second question, and then we can dive in.
00:03:52 - Brett Hill
00:03:53 - Mike Capuzzi
Books are great. I love books. I love reading books. I've always been a voracious reader. As I've gotten older, it's gotten harder and harder for me to read that 300 page book. I start with the best of intentions. 200 pages in life gets in the way, another book gets in the way, and I can't believe how many I don't finish these days, which is really interesting. But a short book, a short, helpful book, which is specifically designed to be read in about an hour, really can still convey a level of information that will help readers. But more importantly for the author, the coach, it creates that. It's a conversation starter, which will then allow interested readers, Brett, to continue a relationship with the coach, the author, by some very specific strategies that we employ. Like you said, it doesn't have to be this long. Laborious. Took me five years to write. Those books are out there. There may be a good reason to have that book, but for a lot of folks, this short, helpful book format is much easier to publish. And for readers, they love them because they can read them and then take that next step.
00:05:06 - Brett Hill
That sounds great. And so you have a lot of coaches on your podcast who have benefited from this.
00:05:11 - Mike Capuzzi
Yeah, coaches on my podcast. And then I would say a good chunk of our clients, because we are a book publishing company with these short books, a good chunk of our clients are coaches, at least how I describe coaches. So it may not be exactly what you're thinking of, but we have fitness coaches, we have business coaches.
00:05:34 - Brett Hill
Yeah. Well, in our audience, we have executive coaches, leadership coaches, MDs. We have people like, for example, there's a woman who's working with mindfully working with Parkinson's patients, and she has an expert set of knowledge that's really unique and specific, but, oh, my gosh, such needed information. Very talk about a niche and an expert. She's actually a medical doctor, and she's bringing this to her work. There are people working in all different kinds of unique categories of, let's say, challenged populations, neurodivergent inclusion, diversity inclusion, and then also corporate management and leadership and change management. So, I mean, it's all across the.
00:06:23 - Mike Capuzzi
So we've worked with a lot of those. And again, the takeaway right from the very outset, Brett, is it is much quicker and faster to publish a book that's designed to be read in an hour. And these are real books. I know here's a coach for folks with osteoporosis. It's a real book, right, but it's a short book. And it also follows a very specific formula from the very first page to the very last page that I encourage our clients to leverage. That is meant to help and inform, but also to create that pathway forward for those interested readers who want more from the author. So that's something that a lot of book authors kind of mess up.
00:07:06 - Brett Hill
Can you follow up on that a little bit? When you say, follows a specific formula to help readers engage if they want more from the author? So it's almost like the book is a means by which you can provide a service and then also say, and if you want more, connect with me somehow.
00:07:23 - Mike Capuzzi
So my background is I've built myself as a coach over the years. I've been working with clients since 1998. Hard to believe. And in the marketing world, I have been a marketing direct response marketing expert for over 25 years now. So direct response marketing is a very specific type of marketing, which essentially just by the name, it's meant to design to elicit a response. Many, many business oriented books, nonfiction books, they're written, they have all the best intentions to help people, and that's great. But the authors aren't thinking about the readers in the sense that if that reader wants more from you, they say, oh, this is a great book on Parkinson's disease, for example, that you mentioned. I need to know more. I need to know how I can work with this person. Most business books don't provide that pathway. It's up to the reader to kind of figure out what to do next. Our books are very strategic. I'm a marketing guy, so I came up with this formula, and it literally starts on the first page, and it literally ends on the last page. And in there, we have very specific strategies to create response, to allow that reader to get more information from you. But if they really are interested and hot and bothered by what you do, also author, go down a second pathway. So we have what we call not to get too into the bushes here, but we have a passive call to action. So that's for the reader who says, you know what? I love what Brettt shared in his book. I'm not quite ready to start working with him, but I'd love to stay connected to Brett. So they take a pass away, they go download something, they connect some sort of email opt in, but you wind.
00:09:08 - Brett Hill
Up as a result of that, capturing your email address for your follow up.
00:09:13 - Mike Capuzzi
And then the active pathway is for someone who's reading your book, and they say, gosh, I got to work with Brett. He talked about his program. I got to work with him. Okay. His first step is to book a strategy session with them. And that's the number one thing you want people to do. So this is, for the last 40 years, Brett, 90% of our business has come from my books.
00:09:34 - Brett Hill
I see. So let me ask you a question. Maybe a little out of scope. And that's that. These extra pieces, like the landing page for the giveaway and the other. Do you help clients set those things up, or are those outside of the scope of creating the website?
00:09:52 - Mike Capuzzi
Typically, most of our clients, they have somebody either on staff or they have some, but without a doubt, we do. We offer a training for all of our authors, telling them, sure. How to set up a book funnel if they want to go to that.
00:10:05 - Brett Hill
Yeah, exactly that.
00:10:06 - Mike Capuzzi
Right. Yeah. And we have, over the years, done book funnels for our clients. It's actually something. Excuse me?
00:10:14 - Brett Hill
No, I'm sorry. I didn't mean to interrupt. You were saying? It's actually something.
00:10:18 - Mike Capuzzi
Yeah. So we have done that, and it doesn't have to be that elaborate, but it all depends on for a coach, especially a coach that's doing a lot of stuff online and has, let's say, a worldwide audience, having a book funnel, which is just a series of very specific web pages choreographed to be gone through in a certain way, it's a powerful thing. It's a powerful way for you to collect leads. Generate leads and then ultimately get clients.
00:10:48 - Brett Hill
Yeah. I love the idea in the sense that there are a lot of coaches who, in my world, it's like I find that if people kind of. I use this kind of OD language when I'm talking to my inner sanctum about it, it's kind of like they get into my orbit right. In terms of communications, and they get into all the stuff that I'm producing, and once they get into that circle of content, including the podcast or the The Mindful Coach Association association and all this other stuff, it's like, oh, that really warms up people to the larger world of the content that I produce. But getting them into, I guess the point I'm trying to make is they kind of have to get to know you a little bit. They have to develop a relationship as opposed to just a cold website. You go to say, oh, this guy looks interesting. I don't know anything about them. They want to have a connection, and I'm actually in the connection business. That's what I teach, authentic connection. And so, Lord knows if I'm trying to model that in my own work. And so I really like the idea of a book as a connection point, and I like the idea of this shorter book. Now, you call this a shook. Shook.
00:11:58 - Mike Capuzzi
Yeah, a shook. So it stands for short, helpful book. The story behind that. Just a little marketing lesson. Again, I mentioned I've been in the marketing game for a long time, and I'm very much aware there's a ton of people, a ton of businesses that do what we do publish books. Now, they may not publish short books, but they're still book coaches, et cetera. So much like your coaches. I need to differentiate myself. I need to differentiate our business. And I came up with this idea of a short, helpful book, and then I started thinking, well, what could I call that? Something unique? So much. Not that I'm saying you should be eating fast food, but much like McDonald's and Burger King just sell hamburger. They have hamburgers. One's the Big Mac, one's the Whopper. Right?
00:12:43 - Brett Hill
Essentially the same thing. You need a brand name. You need a name, right?
00:12:48 - Mike Capuzzi
So a shook is a trademark word that we use. I would say 98% of the people like it. Sometimes I get. Some people are like, what the heck are you doing?
00:12:58 - Brett Hill
Well, it's an interesting example, I think, of creating a memorable. And the other thing about it is it's hook marketing. Hook is kind of embedded in the word, and it's like, oh, yeah. So it's kind of like a little hook. Like, what is that? I don't know what that is. I'm curious about.
00:13:16 - Mike Capuzzi
You just made me remember guest. So I have a podcast, but I'm also a guest, like we're doing today. I was on a podcast, and all of a sudden, the host started singing Elvis all shook up.
00:13:29 - Brett Hill
All shook up. That's hysterical.
00:13:31 - Mike Capuzzi
It totally caught me off guard. I thought it was great. And I had never forgot about Elvis's song. I might ask you to sing, Brett.
00:13:41 - Brett Hill
Oh, come on, man.
00:13:43 - Mike Capuzzi
If you want.
00:13:44 - Brett Hill
Whoa, whoa, whoa. That's funny. Now, if a coach goes into creating a book like this, is this something that they do as part of an overall marketing package, or are they expected to actually have this be like a money making deal for.
00:14:05 - Mike Capuzzi
That? The approach that we take, Brettt, the money is not about selling your book on Amazon or at bookstores or at an event. Right. Those couple dollars, they're not going to add up. I mean, you'd have to sell a lot of books to make any money on the front end. By selling the book, the money is on the back end. Right. So again, we were saying that all coaches have a service. Some of them may have products, some may have trainings. All of those are your money makers. And your book is. Your shook is guiding readers to those products and services. So that's where the money is made on the back end? Yes, I have all my shooks on Amazon. Yes, we sell a fair amount. That money is just. I don't even know where. I really don't even look at those reports because my focus is on getting my shooks in front of the right audience and then allowing our follow up marketing to turn them into clients.
00:15:02 - Brett Hill
Right. Which is like, you're on this podcast and you want to reach coaches, and that's why you're spending your effort to get more authors into your business, which makes sense, and I'm interested in that, and I think our listeners will be, too. So one of the questions I wanted to ask also was, like, if I'm a coach and I'm sitting there going, you know, this sounds pretty interesting, and they really don't have a manuscript at all. What would you say to them in terms of how to organize around the content? There's two parts to this question. First is organizing around the content creation. And the next piece I want to ask is, like, budget. Like, how much money do they need to set aside? If I'm planning my 2024 calendar budget, I'm going, well, okay, I've got to produce the book, get the book edited. I've got to get a cover design. Then I've got to get it published. What number should I pencil in there? Either engaging in your program and like you said, you know, kind of what the market is like for this kind of a thing. So I'm hoping you can give us a ballpark idea about what we're looking at, in terms of planning, yeah.
00:16:14 - Mike Capuzzi
Writing a book. So our books, our shooks are roughly 12,000, 5000 words. That's a real book. It looks like a real book. It sits on a bookshelf. It has a spine. It's about an hour to an hour and a half read, whereas most traditional business books are 75 to 100,000. So you can see right by right off the debt, it's a lot less. So from a purely getting it done much easier, much faster. Our typical client gets their shook done in somewhere like four to twelve weeks, six to twelve weeks, somewhere in there. And it's step by step. They work with us. It's a step by step program. Every one of our clients works directly with me. We outline it, we figure out the content. We bookend it, if you will, with our suggested elements to make it a valuable book that can actually generate.
00:17:05 - Brett Hill
If I can interrupt for just a moment, you say you actually engage in the process of the content creation with the author. It's not like they come to you with a prepared manuscript and say, here.
00:17:16 - Mike Capuzzi
We'Ve had people say, I really like your formula. Can you do this for us? And their book is done. Often we'll go through it and say, give them some suggestions. But no, this is like you're starting with a blank word document, if you will. And much like any good marketing guy, we start with what your goals are, what your reader's goals are, your intended reader, what you're trying to get across, what you want the book to do. Et so really there is a step by step planning phase, Brett, that we walk all our clients through. The content creation doesn't come until after the third or fourth meeting with me before they actually go start writing. Now to the budget question. I'll tell you, if you do everything yourself, if you could do the writing, if you do the copy editing, if you can do the COVID design, interior design, if you're that much of a DIYEr, you could get under a $1,000.
00:18:16 - Brett Hill
For sure to get to book on Amazon, for sure. Like you say, that's a lot of DIY. That's a lot of, like all DIY, right? Yeah. What are the mechanical specifications for the book? How do I get all that kind of stuff?
00:18:32 - Mike Capuzzi
Yeah, and I'll tell you, Brettt, and not to dissuade it, but 99 out of 100 DIY books I could spot in an instant. They break some fundamental rules. They break some fundamental design rules.
00:18:45 - Brett Hill
I have seen some pretty ugly books, I got to say, and I think.
00:18:48 - Mike Capuzzi
An ugly book is going to do more harm than if you had no book at all. So I would always caution. I mean, it's just like coaches, right? Do I need a coach? No. I could go figure out how to get my head right or I could go read a book. So there's always that. But when you're working with a professional who knows what they're doing, chances are you're going to bypass most if not all the mistakes, pitfalls that can be made. Now you can spend, I'm working with a client right now, Brett. He's in the tax coaching at a very high level for affluent people. His first book, which was with not a traditional publisher but one of these folks that will help you much like ourselves, he spent 75,070, 5000 on his.
00:19:33 - Brett Hill
I was taking a drink of coffee on this, like, wait, what? 75,000?
00:19:40 - Mike Capuzzi
Yes. And guess what? He was not happy with it and it was done. It looked nice. It's a hardcover book, yada, yada, yada. But it wasn't really. So then he came to us and has invested a lot less. We're in the $6,000 range typically to do his second book. And again, the big difference with us is all of our clients work directly with me and all my experience. So we're a small boutique operation. We're not looking to be this big thing. And we only want to work with folks that get what we do and appreciate what we can offer.
00:20:18 - Brett Hill
Well, that's one of the reasons I wanted to talk with you, because I got a sense that you're kind of a hands on guy and you're doing this directly. So it's not like if I or your customers are engaging with you, they're in a bureaucracy because I've talked to some publishers before and they want like $20,000 up front. And if you look at them like, well, I don't know, they just kind of like sneer at you like, well, you're not worthy of us. And then again, I wasn't entirely sure that they were getting, I felt like I was more involved with their system than they were interested in being of service to.
00:20:54 - Mike Capuzzi
It's a machine. I'm not going to badmouth anybody, but there's story after story. They're machines and they just have the cajones to ask for these really extraordinary amounts of money, which, I mean, some of them do provide value.
00:21:09 - Brett Hill
Question that they are providing some value. It's just a matter of, is it what I or other coaches need? And the price point that you're talking about is approachable for a lot of people, particularly when you're talking about professionals, and it's a deductible expense out there for sure. Be sure and mention that to people, because a lot of coaches are kind of new to business. They don't think like that. It's kind of like, oh, yeah, I can deduct. So the IRS pays 20% of the fee for you right off the top. And so that's a good thing to keep in mind as well.
00:21:39 - Mike Capuzzi
Yeah. Can I add a quick comment?
00:21:41 - Brett Hill
Of course. Please.
00:21:42 - Mike Capuzzi
You said a lot of the coaches that you talk to or listen might be newer. The question that may be asked is, should a new coach consider doing a book before anything else? Is that one of the first things a new coach should consider? I don't know if you were going to ask that, but if I could answer that, because I think it's a good question, because in my opinion, regardless of the fact that we offer this service, I think if you're going to be serious about being a coach, there's nothing like having a book that you can autograph if you're at an event that you can give away if you're on a podcast, whatever. Books are one of the most long lasting measured in years, Brett, as far as the value they can bring to your business. Most tweets, most reels, video, you know, they don't have that longevity. A book is still seen as a really differentiator. I would encourage folks to think about it. My daughter, my two daughters, they're getting ready to graduate college in a couple of weeks. Both of them.
00:22:47 - Brett Hill
00:22:49 - Mike Capuzzi
One's graduating a semester early, one's graduating a semester late.
00:22:52 - Brett Hill
But regardless, it averages out, right? Right.
00:22:56 - Mike Capuzzi
The one being late has two degrees. So that was her reason why. When she was a senior in high school, Brett, a senior in high school, the summer of her. Of going into her senior year, we got talking, and she knew she was going to have the college application process coming up and all that good stuff. I encouraged her. We came up with the idea literally on July 4. I can remember it distinctly. We came up with the idea of her publishing a book, and the book was on dog rescues, people who rescue dogs. We had just rescued our first dog. So we came up with this idea for a book where she didn't have to write all the content. So we invited a bunch of people who had rescued dogs. There was 26 people in the book total. So a compilation, anthology book. But what was cool about this, Brett? Two things. One, she raised through some smart marketing. She raised almost 6000. I think it's actually over $6,000 now. So over $6,000, which we gave away to the dog rescues. In the book she got a ton of media exposure. She was on the first page of our local newspaper, which we still have. She was in a local magazine, like a real nice magazine spread. And then when it came time for college applications. So this does translate to a coach and a new coach in business. She got several scholarship offers because from one of the colleges actually wrote her a letter saying, we'd love to have an author in a freshman class. She got some scholarship offers, she got 100% of the colleges she applied to. So I share that only because if a young, at the time, I think she was 1717 year old could leverage a book to differentiate herself. I think it's a smart strategy for not only all business owners, but coaches.
00:24:47 - Brett Hill
In particular, particularly new coaches. And I agree with you there 100% because it can only open doors. Right. That's a good thing. And the other thing, coaches, there's so many things I could talk forever about what coaches should and shouldn't do whenever they're launching their businesses, but that's not what this is about. So having a book and then the other thing I love about this idea is that it kind of puts the coach in the framework of what am I going to offer to people. I love it.
00:25:20 - Mike Capuzzi
00:25:21 - Brett Hill
And makes them really seriously get down to click here, get this thing, and wire up the tech around all of that. That process in and of itself causes coaches sometimes to step back and go, well, wait, what do I do here? It really gets you down at the table to work that out.
00:25:42 - Mike Capuzzi
Yeah, the other thing, it really does very well. I've heard so many authors on my podcast say this too. When you sit down to write this book and you come up with an outline and it really enforces you, the coach, to think through not only your framework, but you'll start seeing, oh wait, I didn't even think about this opportunity because you start thinking of it more because you're articulating it in a book. So it's a very good exercise to go through, just to think through your framework. The other thing that we encourage all our clients to do is really come up with a brand that you can, even though there might be a ton of other coaches that do what you do, coming up with your brand, your own shook, if you will, is very important. And having that special sauce that only you have, even though it might be similar to what other people do, and just by the fact that you can give it a name and articulate it a bit differently allows you to differentiate it.
00:26:40 - Brett Hill
Exactly. So. And One of the things I tell coaches is, like, the thing that differentiates you from anybody else in the world is you.
00:26:47 - Mike Capuzzi
Yeah, for sure.
00:26:48 - Brett Hill
Right. And so get real with what's your secret sauce? What is it special about you? And that's work. Meaning that's the inner work of, like, how do I give voice to what it is that I'm excited about that I'm motivated by? And that's a whole nother process of kind of eliciting that. Eliciting that, getting connected to that and then putting that down on paper so that you can actually speak that to others in a way that entices, gives them an authentic, clear, unambiguous notion about what it is that you actually are doing. And the other thing, of course, is that lights up the audience that you're after. Right. That's the whole thing. Let's be very specific about that.
00:27:35 - Mike Capuzzi
The other thing I will just mention, Brettt, is I have a saying that I say ad nauseam, which is, I believe it's better to publish 3100 page books than 1300 page book. More readable. But from a marketing angle, it gives you three unique opportunities to either attract a specific reader. So we have, many of our clients go on to publish literally a series of short, helpful books. So I work with. She's not a coach, she's a lawyer, but she has published. I'm looking over here now. She has a whole series. It's called the you're not Alone series, and it's on tour on Dementia tour on Alzheimer's disease. So four books that are focused on either if you're the person that has the disease, or if you're the caregiver. So she could have done one big book, but this gives her a really flexible way to create very specific messaging so that the person who says, you know what? My mom's got dementia. I need that book, or I got dementia. This idea of having short, helpful content versus this big book is a much better strategy, in my opinion.
00:28:46 - Brett Hill
And so you've had this program for a while. So what's your process like? What's the publishing process like that you work through with people?
00:28:56 - Mike Capuzzi
Yeah, well, one thing I didn't mention is actually, I come from the engineering world. Yeah. I have an engineering degree from Penn State. I did engineering for a number of years.
00:29:06 - Brett Hill
What kind of engineering?
00:29:08 - Mike Capuzzi
00:29:09 - Brett Hill
Industrial engineering. Deep respect, man. That's hard stuff.
00:29:14 - Mike Capuzzi
It was hard stuff. I don't know. How I made it. Now I look back because that's hard work. Yeah.
00:29:23 - Brett Hill
For a few years I dated a mechanical engineer and she was deep into the tack of material science. And I'm like, it's a big deal.
00:29:35 - Mike Capuzzi
I don't know if I'm looking back, I'm like, darn, how did I do that? Because taking three levels of calculus is like, it didn't come easy.
00:29:44 - Brett Hill
I took two weeks of calculus and I said no.
00:29:49 - Mike Capuzzi
Well, conversely, I started going back for my MBA. I thought, this is now 30 some OD years ago, right? I started going back for my MBA. I took my first accounting class. One accounting class. I was done.
00:30:00 - Brett Hill
Exactly right, exactly.
00:30:04 - Mike Capuzzi
So you were saying about the process. So I mentioned the engineering because again, I think very like an industrial engineer, very methodically, systems, et cetera. So we've built a pretty cool system that our clients go through. And it's a series of videos. They answer some questions, we jump on a zoom, we go through it. So I literally walk them through step by step. And as I mentioned, I think we go through three or four of those modules, if you will, before they're even turned loose to go. Right. So it's a very hands on. It's not group coaching. It's like you and I are doing right now. It's worked out really well.
00:30:44 - Brett Hill
And so does a coach have to buy an inventory of books and they ship them from the house, like print on demand kind of thing? Is that the way it works?
00:30:53 - Mike Capuzzi
My first book was 2007. I had to buy 3000 copies to get the price to where I needed it. Not only did I have to buy 3000 copies, I had to store 3000 copies.
00:31:05 - Brett Hill
Yeah, I've heard about that before.
00:31:06 - Mike Capuzzi
3000 books takes up a lot of space, so that's whatever it is 16 years ago. No, the answer is Amazon really changed the game. Print on demand. You can literally upload and get one printed copy of your book. We typically encourage our clients to get them in batches of like 100 because then sometimes things change. Something happens. You need to make a quick edit. It's hard to make an edit when 3000 books are sitting in your basement. So we recommend print on demand. And cool. Keep it small.
00:31:44 - Brett Hill
Do you have something for listeners, like they can hook up with you about these details and get connected to what's going on?
00:31:50 - Mike Capuzzi
Yeah, well, thank you for that. I know we're not necessarily showing the video, but I have three shooks. The magic of working together. The Mindful Coach Association books, which you mentioned. That's the international Amazon number one bestseller. And then The Mindful Coach Association. And I'm going to give your listeners, Brett, the opportunity to get all three of them for free. They can read them online for free. I call it my Magic Kit. There's that.
00:32:15 - Brett Hill
The Magic Kit. There we go. That's the marketing.
00:32:21 - Mike Capuzzi
So if they go to Mikecapoozi.com Slash Magic, that's a hidden page. Let me know. You heard me on Brett's show and I'll email you the links. You can read all three of them and the full books and you can see what a shook looks like. You can read. And on The Mindful Coach Association books, Brett, I give you 100% of my secret sauce. I don't hold anything back. It's all right there. I've had people read that book, create their own, shook on their own, then come on my podcast and tell that story. But it's all there.
00:32:53 - Brett Hill
Nice. And so I'll be putting that link into the show notes. And we'll also put some links to you on the The Mindful Coach Association association resources page where we list vetted service providers. And this whole episode is in the spirit of providing the audience and the The Mindful Coach Association association membership with access to what I call vetted service providers, people that are doing good work out there and can be of service to coaches. And so you're in that category on my list. Man, I really appreciate the work that you're doing. So if you had to say, like, the one thing that people could walk away with from this, what would it be?
00:33:35 - Mike Capuzzi
Can I share two things real Quick?
00:33:37 - Brett Hill
Okay, two. We'll quick.
00:33:39 - Mike Capuzzi
So the first one is literally, it's a cliche. Just do it. If you're in the business of helping people really think about doing a book. I just think it just helps in so many ways. Just do it. But I'd like to share a quote because I think this quote will really sum up why I think it's so important to try to be a book author. And it comes from Jerry Garcia, of all people, the Grateful Dead. I wasn't a big fan, but I've got to share this quote because when I researched it, I couldn't believe he said this. So Jerry Garcia said, Brettt, it's not enough to be the best at what you do. You must be perceived as the only one who does what you do.
00:34:23 - Brett Hill
Oh, I see.
00:34:23 - Mike Capuzzi
If you really think about that quote, that's what we've talked about for the last 35, 40 minutes. Being a book author allows you to position yourself differently. It allows you to share what it is you do. And it really does give you that differentiation point.
00:34:38 - Brett Hill
That's really an interesting point. I work with some conscious marketing people who produce a bunch of big time names, Eckertole and other Tara Brock and that kind of stuff. And they say similar stuff. Like they say, not only should you differentiate yourself, you should be positioning yourself to be the leader in your field. Right? A movement. They want you to almost be in charge of a movement, which is one of the reasons I'm doing the The Mindful Coach Association, because I'm trying to summon the notion and put some energy in the notion that there's a movement afoot for coaches in the world to become a more mindful place so that we can all have a great experience of supporting each other and being present and having great relationships and thriving on this planet instead of some of the stuff that's going on, which is not exactly in that category.
00:35:33 - Mike Capuzzi
00:35:34 - Brett Hill
But there's a lot of great goodness in the world, and a lot of people are doing really amazing work, and a lot of them are in the The Mindful Coach Association association. So I want to help them be the best that they can be and thrive and succeed. And I'm hopeful that they'll hear what you're saying and be inspired to put down their secret sauce and words and get it out there more effectively. Thank you so much for engaging in this work that you're doing and helping people become more successful and putting good word out there for all kinds of folk and making informal and doing this hands on. I really appreciate that you're the man involved with the actual production because that's really kind of hard to find these days in the world.
00:36:15 - Mike Capuzzi
Yeah, it is. Thank you, Brettt. I appreciate it.
00:36:18 - Brett Hill
You're welcome. We'll talk later. All right. And that's it. Thank you for attending this episode and listening to this episode of The The Mindful Coach Association Association. Check out themindfulcoachassociation.com, where you can sign up for free and join us and meet your colleagues and connect and get involved with all the goodness that we have going on there, of which this podcast is just one. We'll.