Paul Angone from All Groan Up and author of 101 Secrets for Your Twenties, is featured in this episode. Paul tells us how he marketed and launched his book, on short turnaround time.
Paul landed his book deal after his post 21 Secrets from Your 20s went viral – being read by more than a million people in 180 countries. Paul has a background in “traditional” marketing – but walks us through how he leveraged his skills in marketing to go on a book tour, getting the word out and landing his book on bestseller’s lists.
In this episode, Paul reflects back on his recent book launch – what worked well, what could have been done better, and what he’s working on now. And keeps me giggling throughout.
Topics Discussed Include:
- How to talk about what you’re doing and selling
- What marketing really is (hint: reinforcing your message)
- Fear of a dull launch
- Learning how to have grace
- What to do when you’re out of books
- The power behind creating a launch team
- How to make the ask
Resources Mentioned In this Episode:
- 101 Secrets for Your Twenties
- Where Paul and I are in cahoots together – Jenny Blake’s Life After College
Want to get in touch with Paul?
- Twitter: @PaulAngone
More About Paul Angone
Paul Angone is a speaker, humorist, the author of 101 Secrets for Your Twenties, and the creator of AllGroanUp.com, a place for those struggling with “what now?” His work has been featured on the Huffington Post, SiriusXM radio, The Chelsea Krost Show, Collegiate Magazine, Relevant Magazine, etc. with his article 21 Secrets for your 20s having been read by over a million people in 180 countries.
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Melissa Anzman (00:01): This is the launch yourself podcast with Melissa Anzman episode, number three, featuring Paul Angone
Melissa Anzman (00:07): Hello. Hello, and welcome to the launch yourself podcast, career, business, and brand advise to help you be seen, make an impact and deliver at your maximum potential. And now here's your host, Melissa. Anzman
Melissa Anzman (00:27): Welcome to the launch yourself podcast. I'm your host, Melissa Anzman today. We're going to be chatting with Paul Angone. Paul is a speaker humorist and the author of 101 secrets for your twenties and the creator of allgroanup.com. A place for those struggling with the what Now his work has been featured on the Huffington post Sirius XM radio, the Chelsea cross show, collegic magazine, relevant magazine, and so many other places. His article 21 secrets for your twenties went viral, just like many of his other articles have, but this one reached over a million people in 180 countries. Paul is the expert in what to do with your twenties now and how to get through them as painlessly as possible. It's an honor to have him please welcome him to our show. I'm so excited to have Paul here. So Paul, welcome to the podcast
Paul Angone (01:24): Thank you for having me. It's an honor, Melissa.
Melissa Anzman (01:27): So as you know, Paul and I both right and met through Jenny Blake site life after college, we both have our own sites also. So Paul's site is at allgroanup.com. And today I have asked him to come on and talk about one lunch in particular. And as we sort of like to say here at launch yourself, we define a launch as a specific point, when you purposely decide to take action to fulfill your maximum potential in your career biz brand. And Paul has done that in all three. But most recently he launched an amazing book. And so Paul, if you want to talk about the book and more about the launch itself to get us started, that would be
Paul Angone (02:08): Sure. Wow. Gosh, thanks for that intro. That was a way too way too kind. But yes, I launched my book called 101 secrets for your twenties and I launched that it actually was released July 1st. I went through a traditional publisher. So actually, you know, did the whole book deal thing. It just, wasn't a self published launch, but I definitely you'll learn pretty quickly that whether you self publish, where you're going traditional you still have to do a lion's share of, of launching you ha you have to go full speed and really the, the, your, your, your product, your book, your business, obviously is only going to be as successful as, as, as really your launch is. I mean, that's the momentum that carries you through. So I definitely learned a lot some through mistakes and some through successes, or I'm glad to be here to share some of those stories.
Melissa Anzman (02:57): I can't wait. We're going to hear about it. That being said, why don't you talk to us a little bit, if you could, cause I really liked your approach with your marketing, obviously your marketing genius. But you seem to do a lot of pre-work and getting the word out and, you know, publicizing, I should say beforehand, can you tell me what your timeframe was from a marketing perspective and how you approached it and if it were, was you or your publisher driving that bus?
Paul Angone (03:29): Yeah. You know, I think, I think for most of us just to answer that last question, I think even if you're going through with the publisher, it's still gonna be mostly you and you, and you're going to be the one driving driving the the bus here with, when it comes to your marketing efforts and your, your timeline, because publishers are just, you know, for the most part, they they're, they're doing a lot and they're overwhelmed and they have other authors, you know, it's not just you. So I think you have to be very intentional, especially in the book world of doing it yourself. And so for me, it was interesting as well because I had a very quick timeline. And so I really didn't have much time to start doing prelaunch or publicizing because I was really finishing the book right, right before we're almost going with it.
Paul Angone (04:14): It was a very quick turn. And so I really started just talking about the book really as quickly as I could, just because I felt like I didn't have much time left. And so really it was only about probably two months a month and a half out that I really actually announced that I even had a book deal and it was coming out a month and a half later. So it was a very fast and maybe because it was so fast, I had to be more proactive and really try to hit a lot of different angles as fast as I could. So maybe that gave me that extra motivation because of the quick timeline.
Melissa Anzman (04:49): Yeah. W I mean, I knew that because I know you personally, but I wouldn't have known that from your communication. So you did that really seamlessly in my opinion of, yeah. Just getting the word out there and, and what I love so much about you that I wish I had a little in me is like that here's what I'm doing and what I'm doing is great and you should know about it and you need it. And you know, with this launch, from my perspective, I don't know if it was your intent, but you did that so well of selling the premise that all people in their twenties need this book. Could you talk a little bit more about that? And, and if that was intent or if that's just the happy thing that happened. Yeah.
Paul Angone (05:31): I mean, you always, you always cringe, even when I hear you say it, you kind of cringe because we, none of us want to be that person on Twitter or on Facebook or with our friends that are constantly trying to sell and talk about what we're doing all the time, because then you have really, the negative effect is that nobody wants to hear from you again, and people start deleting your number and and deleting you off their Twitter account. And so it really has a mix. I think if, if you can make your launch as authentic and personal personable as possible. So really it's an extension of you. And and then really realizing that you can't be, you can't be shy with your launch. You can't be shy with what you're doing because you obviously believe very strongly in this, or you wouldn't be doing it.
Paul Angone (06:17): And so you have to, you have to share that message because people aren't just naturally gonna get it. They're not naturally going to be excited about this, if you're not excited about it. You know, I think some people were kind of hesitant to launch themselves or launch their product. And so their messaging kind of comes up dull or apologetic, you know, Oh, I'm sorry about another message, you know, and, and those kinds of things, I think just naturally turns people off because they can kind of sense, well, they're not really that into this. They're apologizing all the time, so why should I be excited about it? So I think, I think you have to give yourself the grace to be excited about what you're doing and to really think through, you know, I really think people need this. So it'd be like, you know, if you had a cure for a disease, you, you would be excited to tell everybody about it because you feel like, wow, this is going to give people life. Well, I think with a lot of our products and our books and ourselves, we're hopefully thinking through it the same way. Hopefully this is going to give a lot of people life. So if I don't tell people about it, then that's my own fault. That's not, that's not the nurse.
Melissa Anzman (07:22): I love that. I wish I, that came so naturally to me, cause I'm probably the more apologetic line of it. Not that I don't believe in launches clearly, but I, you know, I'm just very quiet about them and I like what you said of people, aren't going to find you and get it if you don't tell them.
Paul Angone (07:40): Yeah, you'd have to be. I mean, as we all know, we're being so overwhelmed with mass messaging and so many messages, any of those all the time, you really have to kind of be constantly showing up and reinforcing that message. You know, that's really what marketing is, you know, it's, it's really just reinforcing messaging, you know, and you have to show up, you know, I think they say a certain person might have to get your message six to seven times in different ways before they're actually going to act on it, or maybe even realize that they've seen it. You know, and that's why people run commercials constantly and doing billboards and all that different mediums because we have to be constantly reminded, but it is walking that fine line of not being that annoying guy or girl on Twitter that is always to have to mix it in. Right. And it still has to be you and you still have to be giving value during the launch, you know, so maybe you're even doing the freebie type stuff, which is a great launch strategy, you know, having the free tidbits to give examples of why this is so cool, but you're offering value. So it's not just about, you need to buy this from me, but let me keep giving you value all along the way. And here's just another extension of that.
Melissa Anzman (08:51): Definitely. One of you know, your BA you, do you have a background in marketing I should say and shares that, okay.
Paul Angone (09:00): That was my time job. I was a marketing specialist before I quit to pursue writing and speaking full time. But, but yeah, so I was learning a lot of marketing techniques in my job as well as then applying those to my other life. And so it worked out, worked out well.
Melissa Anzman (09:17): Yeah. And with that, like what types of, you know, fears did you have around the launch itself or the promotion of it, or, you know, when you were sitting back thinking with six weeks left to go of, wow, I got to get this book out there. What were you thinking?
Paul Angone (09:36): I think for me, for my launch is I really didn't. I was really afraid of sitting around my computer and just being online and being passive about it and just kind of reactive. I guess I was afraid of a very dull launch and it not really doing anything I was afraid of, of lighting my rocket and having it go up about five feet and then crushing on the ground. So I was really motivated to get out and to be as proactive as I could. So that's why I had you know, a lot of online strategies, but I also wanted to do some in person type events. And so that's why I planned a five city launch tour where I went from LA New York Chicago, Portland, where I saw you and Jenny Blake the world domination summit. And then and then to Denver is my final stop. And each place I did a unique event partnering with different likeminded people or strategic places to do book launch type events that were fun and engaging to try to get that word out. And it also created, you know, cool opportunities for photos and kind of PR type stuff as well, cause I didn't want to just be at my computer. I wanted to get out and be as proactive in person as I could as well.
Melissa Anzman (10:57): Yeah. And you did get out over a short amount of time as well.
Paul Angone (11:01): Yeah. And you know, and what I learned is that was really positive. You know, being able to see people in person, you know, that just has such a huge effect. It it's just so much greater of effect that you can have than just being a, you know, a, a Twitter profile or Facebook, you know, all that stuff. You know, it just, it's just so much more profound when it's in person. But in the, in the, in the flip side, as well as I also did extremely burned myself out and I wasn't sleeping at all. And it was a very exhausting trip with a lot of ups and downs and highs and lows. But I'm still glad I, I still got, I did it,
Melissa Anzman (11:38): Do you think that that approach helped with sales or were you more concerned about just being out there and meeting the readers?
Paul Angone (11:45): You know, I don't think I did sell quite a few books at these events, so I would carry my books and you know, and sell them at these different events. Think, you know, I ended up selling enough books that almost covered the cost of my trips, which was pretty, which was pretty amazing. Cause I was really not, it wasn't about, this is going to be a big money making experience for me. It was more of a promotion PR thing than anything else, but it was nice that I was able to sell enough books and almost covered like covered the cost. So it was really a win, win, win. And in that regard,
Melissa Anzman (12:19): Definitely I'm surprised. Like that's really rare. So I'm glad to hear that. Yeah.
Paul Angone (12:24): Yeah. It was awesome. It was a really, I was surprised too. I thought, I didn't know if I'd sell really anything cause that really wasn't the point. But it was a nice, nice event.
Melissa Anzman (12:34): Definitely. And we can share with everybody that I in the planning of your Portland visit, there may have been a snag or two with the location you're saying,
Paul Angone (12:45): Yes. I forgot to mention that. I did team up with you and Jenny Blake for the Portland event.
Melissa Anzman (12:52): Teaming up with us, I think is poisoning a little too far, but we try to combine our efforts
Paul Angone (12:57): And it did, it did help because you know, and I definitely learned, you know, when you do these kind of events, it's just, you know, it's just like when you plan a wedding you know, tons of things are going to go wrong the day of, you know, and that's just a given. And so you have to be very flexible and adaptable. You have a lot of adaptability I think when it comes to, when it comes to your launch and when it comes to events and everything, you've got to give yourself a lot of grace. But it really does help having partners. I mean, it really did help having you and Jenny Blake involved just because you can amplify who you're telling about this. Cause now they're drawing on their contacts as well as you're drawing on your own. And so that definitely helped just get a lot of people there that wouldn't have come otherwise.
Melissa Anzman (13:41): Definitely. so you talked that just said a lot of things go wrong. What was the biggest thing that you stumbled upon that you were like, Oh, didn't see that one coming. Yeah.
Paul Angone (13:53): Oh, that's a good, that's a good question. Well what, what was the biggest thing that went wrong? Well, one of the biggest things that went wrong actually the first day, and this was not something that I necessarily could control, but something to learn from as as much as you can is my book did really well on the first day, which was great especially on Amazon. And I was really trying to drive a lot of people to Amazon because I wanted that sales rank to go up and get as much of a splash that first day on Amazon as I could. And I guess one thing that went really wrong was that it sold out on Amazon within, you know, 18 hours. And while it was really cool to say it was kind of a cool PR thing that, Oh, I sold out on Amazon within the first day.
Paul Angone (14:41): It really hurts because it killed all momentum and Amazon didn't have it for like the next five days. So talk about a huge issue is that the main place I was driving books, book sales ended up selling out. And then I was trying to shift people to Barnes and noble or other places, but I never got my rank higher than it was right when it sold out. And so that was a miss. So I guess, you know, obviously something to learn from is think best case scenario and make sure you have enough inventory or enough of whatever you're doing, you know, make sure your website is powerful enough to stay up, just think best case scenario. And if this really takes off, am I going to be able to handle it? And so if you can think through some of those logistics beforehand, I think that's, that's really smart, which I, I never thought that would be a problem, but it was. So
Melissa Anzman (15:34): How did your publisher manage that? I mean, were you driving that traffic that way or was that part of their strategy? Like how did that happen?
Paul Angone (15:44): No, I was really doing that myself. I was really going through Amazon as the number one place. I wanted people to buy the book. So I actually wasn't even selling the book on my own website. I, I drove everything Amazon and that was, that was really a strategic decision on my part because I wanted, you know, the higher you go up in that sales rank, you know, for products or books the more time Amazon then will start recommending you to people that like similar items that people have bought similar items, they'll start recommending you to those customers. I mean, an Amazon is one of the biggest marketing machines that you can have and they want to sell products that are selling. And so it really is a smart strategy, even though you're going to get less per book or less per product versus if you were signing in, on your own site, that was really a strategic decision to try to get as much exposure through Amazon, which has helped. And, and they have recommended my book with other like authors and books. That's really, I know, helping now in the long run but it wasn't properly stocked. So I mean that first day I was frantically sending emails to my publisher saying, Hey, we gotta get more books there. And it took a while for Amazon to then say it was restocked. And so that was the problem, problematic nature of that.
Melissa Anzman (17:05): I mean, a great problem to have though, really like when you think about it,
Paul Angone (17:09): It was just one of those, like, you can't be too bummed about it and I'm not trying to ask about it cause it wasn't like a, Oh, let me share a weakness. That was really actually a really cool thing.
Melissa Anzman (17:20): I do remember you posting or sending an email out to your people and I don't remember which list it was, but I was like, Ooh, he's definitely stressing about that. Like I could tell that you're like, Oh no, this is not awesome. Yeah.
Paul Angone (17:33): I was definitely freaking out about that. And I, you know, it was like it was actually after the New York event, it's like one in the morning and I've now figured out that the book is out of stock and I have tons of other stuff coming up. That's going to be pushing people towards Amazon. So I was even having a contact other sites that were going to start running articles and saying, Hey, can you change your links? I mean, so it was really at the block hole of trying to catch up at that point.
Melissa Anzman (17:58): Definitely again, a good dabacle to have, but not fun while you're in it at the moment. All right. Sure. What so, you know, you did a lot of planning or as much as you could fit in in six weeks, you did do a lot of messaging in a good way. And I'm always the first person as you know, I'm the first person to unsubscribe. If it gets too much, I'm still on your list. Are there you, you weren't that obnoxious, you had a balance, but you know, what, what do you think sort of was the biggest bang for your buck, your time input versus output that you got through the launch? Sure.
Paul Angone (18:35): What was it, what was the best thing, the best of all things
Melissa Anzman (18:40): Or that you just are so happy you did so good.
Paul Angone (18:45): Yeah. You know, the hands down, the most powerful thing I did was create a launch team. You know, I know a lot of people are doing that nowadays and it's kind of a, it's a really smart strategy, but I had, I created, I probably had 110 person launch team, which, which really meant they got an advanced copy of the book if we were able to get it to them in time print version. And sometimes it was electronic as well and some other cool like freebie type stuff mainly so that they would, if they liked the book and of course they didn't have to do it is create a, write a blog or a review on their own website and, or write a, write a review on Amazon and maybe help promote it through Facebook, Twitter, just basically whatever they would feel willing to do.
Paul Angone (19:32): And and that by far had the most mileage of anything that I did cause you know, it was just so powerful to have people who have audiences themselves don't have platforms like yourself. I know you were on my launch team, helping promote the book. And that, that just makes a big difference. Cause you can just, you can amplify all your, all your efforts through all the different people. And you know, I couldn't have written a hundred different articles to be on different sites within two weeks. So it's nice to have a hundred different people helping you with that. That was huge. I mean, it wasn't, it's not always easy to get a launch team going. You have to have a good tribe built, you know, and you have to have some good followers and friends. So you have to put a lot of that time and effort in on the front and, or you're not going to have a lot of people that want to sign up to be on the launch on the back end. But that was the biggest thing.
Melissa Anzman (20:27): They love it. And so that is by far, you're getting the social proof, you're getting the buzz, you're getting new audience, so is opened up to it and everything. I think that's the part where people get scared. Right. Of like, I don't have that relationship yet. I haven't spent time on building it, but now I need leverage it. Yeah. What is your advice for that? I mean, is it, are you at a total loss, is there a way to create your own launch team and different scenarios? What would you recommend that
Paul Angone (20:58): I think you can be you know, if you don't feel like you have like, you know, a, a huge audience that you can draw from or anything like that, you know, it's like, well, who's really gonna care. I know I would even feel that as well. I was like, who's going to care. Who's gonna want to spend time to be on this launch team. I think one, we've got to give ourselves more grace and latitude to say, okay, again, I'm really excited about this and I believe in it. So, you know, I have to be willing to put myself out there and not be shy about talking to people about it. You know, I have to let people know. And so I reached out to a lot of individuals, some people that I didn't know, even that well that were in my target niche.
Paul Angone (21:38): So basically other writers, authors, bloggers who are writing about 20 something issues, I would reach out to them. And some of them, I didn't even know that well, but I knew it could be a win win for us because they could get a book that was right targeted to their niche. So it hopefully helpful to them. As well as I would talk about, you know, is there any ways I can help you in return? And so with a lot of those, they either have guest posted on my site or I help I've helped launch a product that theirs. So it became a mutually benefiting relationship. And you know, I think we can really craft our messaging towards that. That is not just about, Hey, help me, help me, help me. It's Hey, here's, I've got this really cool thing, but on the flip side, here's three ways that I want to also help you while we're doing this. And so even if you don't have that relationship you could, you could align yourself with likeminded people within your niche and reach out to them and find a win, win there. And I think that can be powerful to create that launch team.
Melissa Anzman (22:46): Definitely. And as long as it's genuine, right? Like you don't want to just be like, Hey, write this review for me and I'll write one for you. Like you need to make it impactful.
Paul Angone (22:57): It's hard. You know, people were getting so many emails. So it's hard, you know, so you definitely have to, I would say, go with your strength in in communication and in writing. So for me, that's humor as, as much as I can. And so I've tried to be funny and personal and I would take out personal things that they've done and compliment them on it. You know, I know that's kind of cheesy and that can kind of be manipulate, manipulate, manipulate. I can't say that word manipulate manipulative manipulative. There it is the man, this time's the charm. Can you follow me around Melissa and pronounce words that I can't
Melissa Anzman (23:36): Listen? We would be a good team more about that in a minute, but yeah,
Paul Angone (23:41): But yeah, I would, I would, I would personalize the email and really speak to personal and specific things that they've done so that it becomes off as you know, I really do see them and know them and I'm excited about what they're doing. Not just, Hey, I love your site. And here's five things that I hope you can do for me. Because I get those emails as well from people I don't know. And I don't really do much with those because it comes off very false. It comes off.
Melissa Anzman (24:10): You're not supposed to share my personal email with everybody.
Paul Angone (24:14): You have not done that. Come on. What are you talking about? No, it really does help if a relationship proceeds that email, but I do think you can help motivate and and, and how an authentic email that comes off very personal. And, and I did get some compliments from people saying, yeah, you wrote a very personal email. That was very different. And so it didn't come off as a marketing email. And so I think that makes a big difference you have to spend, and it takes a lot of time. If you're going to write personal emails and really go, go with that, it's going to be a time. You know, you're doing a lot of one off things which is very time consuming, but I think, I think it will pay off big time.
Melissa Anzman (24:56): Definitely. And that's the part where at least in my experience, people don't put the time in, right? Like you get the, the book of here's five ways to get guest posts and the, it just use this template and they get no responses. And they're like, why is no one wanting me to write for them? And you're like, because you're either you told your approach. Like I had the worst one, I think I may have ever gotten, I won't say who it was from, but I got a request to do a guest post on my side, or maybe work with me. And they, they approached me with a, you know, you're so basically woo. And I'm like, you've clearly never read my site. You cold clearly don't know who I,
Paul Angone (25:37): Yeah. It's just like, they've kind of, they're going through a long list, you know, and they, maybe they put your name in there and that's, as far as they've, they've patting themselves on the back, because your name is on the top. When really you can just tell it's like a cut and paste email you know, and that's, you can cut and paste certain parts of your email. You know, your, your core message of this is what your product's about. You can definitely use that, but really couch it in a lot of personal and unique stuff to that person. Cause you're right. It's just gonna, it's gonna come off fake and then it'll have the opposite effect and people aren't gonna be as excited. But yeah, to launch something really well, it takes a lot of time and it's, you can't just send a mass message out and have a one shot thing and expect a lot of people act on it. You know, I think you can do mass messaging that different parts of your strategy just to say, Hey, it's, it's finally here type thing, but hopefully a lot of personal emails proceeded that. So you don't feel like you're there just on your, your list that they're a part of this with you.
Melissa Anzman (26:40): Definitely. I so want to have you on another time to talk about your list itself and your blown up your viral 21 secrets for year 20 is I'd love to hear more about that in the back end of that, but I want to stay focused on your book. And so with that which is your favorite chapter, cause I have a favorite. So I want to know always the worst question because, Hey, here's the post to say it's the best question you've never been asked it.
Paul Angone (27:11): I don't. Yeah, no, it's good to know. Well, it's weird. First of all, because my book is so unique in that it's 101 different things, you know, kind of like essays or chapters. So it is very unique, but I think the one that I liked the best is I talk about for 20 somethings, don't worry so much about being in the wrong job, worry about your job, getting the wrong. You don't worry about being in the wrong job, worried about your job, getting the wrong new. And I know for most of my twenties, that was, that was definitely a me. And then I was always anxious about working in the wrong job. And then I would show up and do, you know, really a half ass job there. And I kept getting you know, you just, it doesn't help you. You're not gonna able to get more opportunities if you don't put yourself fully in your job and learn and grow so that you can take the next step.
Paul Angone (27:59): And so I tell the story of my brother who who was working at Starbucks, I call him the mayor of Starbucks and that was probably my favorite and it's the most personal, and I tell that story at speaking events and I'll even kind of tear up when I'm telling it just cause my brother is this example of somebody that's doing amazing work at a job that possibly he doesn't love. And so it was a really one, it was one that really hit home for me and it was very convicting. So, so that, that's probably my favorite.
Melissa Anzman (28:29): That's awesome. My favorite was chapter 33. When you talk about just, just because you grow up doesn't mean you grow out of your insecurities sometimes if you're not careful, you'll grow into them in security. They're like swamp things just when you think you've escaped, they rise up first surprise attack.
Paul Angone (28:47): Yeah. I think we can all relate to that. And I you know, and I, I think that's what makes good writing too, is that basically you're talking about stuff that you struggle with or stuff that's very personal to you. And if it's personally, you it's most likely going to be personal to a lot of other people as well, because we were going through a lot of this similar stuff we're not in this alone. And so for me, yeah, insecurity is you kind of think when you get out of college or school or whatever, you're just going to magically be this confidence per se,
Melissa Anzman (29:16): Right. Everything is going to fall into place and you're just going to step outside and have a dream job and be very good at it from day one. And,
Paul Angone (29:24): And, and, and really, I mean, when it comes along, it's, it's cool that you mentioned that secret because at the heart you better be ready for those insecurities to attack like none other when you're watching something. Right. I mean, that's when they're going to latch on and go for, go for the juggler because they know all the things, you know, I also talk about in my book about how we needed to feed the liar. Especially when you're about to launch something or you're doing something big. And and that the liar, I kind of call that voice in your head that says, I'm screwed. Why am I doing this? No, one's going to care. Who am I to do something like this? I'm not as creative or as ambitious, you know, all those lies and really have to get to a point where you have to just tell those lies to shut up.
Paul Angone (30:07): I mean, you might even have to do it audibly. You're sitting in a coffee shop, the voice hits you, and you might have to say shut up that crazy person at Starbucks who people want to move away from. I mean, that's worth it. If it means that you're actually tackling them and not letting these insecurities and lies stop you from, from launching this because they really will come out. You know, it's like stepping up on stage, you know, and you have that kind of goal and that your heart starts going crazy. And you have to just calm yourself down and say, no, I'm going to do this. Now. I am a great writer. I am a great entrepreneur. I have something of value and you have to keep reminding yourself, don't let the swamp things pull you down in the mud. Cause then it's just ugly and it smells and you stay there watching Netflix for days. And it just is not a friend
Melissa Anzman (30:57): Personal experience talking to him. Yeah,
Paul Angone (30:59): No, I mean, other people doing something like that, I, for one, you know, I, I really don't have insecurities at all. So I'm just you know, that's a lie. So yes,
Melissa Anzman (31:11): I was still going to call you on that. If you didn't call yourself,
Paul Angone (31:16): I don't even know where to start with insecurities. If we want to go dr. Phil on this. I mean, I can, but that might not be the focus of this podcast,
Melissa Anzman (31:24): Perhaps not perhaps. Awesome. So two, two last questions. We're going to go a little over today, but that's all right. Cause we didn't go off track. Like I thought we would. I was really worried for all of you listening. I was really worried, Paul and I have a certain type of banter. We're both very sarcastic people and use humor and our sarcasm. At least we get it. Not that, but that's okay. So I was worried, the whole thing would be a sarcastic laugh up. So I'm glad we're, we're, we're staying on track a little bit. So two, two last questions here. First question is what, what would you, I think you covered this a little bit now, but maybe a nugget speaking, a nugget of one piece of advice that you would give somebody who's about to start their book launch tomorrow, would the one nugget be wow. Well it down, but
Paul Angone (32:15): That is tough. I would say if you haven't started thinking through kind of a multi, I think through different avenues that you're going to use to promote your book. So what are some different places or things that it's going to be a strategic place for you to be promoting your book? So maybe that's creating videos, you know, do you have an ability to create a video, a funny or profound, one, something that is short and memorable that you can create to kind of be a promo for the book. Do you have different websites that you can start contacting the guest posts that are within your target audience, make a list of those? Do you have do you want to do some speaking stuff? Can you go out and speak just basically different ways utilizing your strengths? You know, what are you really good at and how can you utilize those right now to start spreading the word? So it's not just through social media, but it's through other avenues as well that can help support your social media, but not, not just having social media as your one strategy. Just thinking through all the different avenues that you can have a multi-prong attack for getting, getting the news out there.
Melissa Anzman (33:27): Love it. Totally agree. And so many people just sit behind their computer, hoping the launch goes well or hoping the book gets in their hands. So at least at the minimum increase your odds of that by having different channels out there in different approaches. Love that. And then the last question is what is next for you? What's ahead. What is the future going to hold?
Paul Angone (33:50): It's going to be bright. I know you're going to have to wear a lot of mountain tops, Monta, skipping and singing kind of like sound of music, basically the live one or the movie, the movie, the movie I'm I'm a little bit more Julie Andrews, I think, think Carrie Underwood. I just am. So I might have like a gaggle of kids kind of falling behind me. No, that's a little bit
Melissa Anzman (34:15): Does your wife know about the gaggle coming
Paul Angone (34:17): 2 Kids. And I don't know if we can handle our gaggles two is kind of kicking our butts enough, but yeah, I'm working. I'm, I'm speaking with publishers right now on a second book, so
Melissa Anzman (34:29): You're insane. I love it.
Paul Angone (34:32): And and that is the scary thing about just to go back to launching something, maybe the worst thing about launching something is when you're launching it, people are going to have the audacity. They ask you the question what's next. So what are you doing next? Even when you're like full throttle, I'm like, wait, wait, hold on a second. I just spent all my time, effort, my life, my blood, everything into this thing. And you're going to ask me what's next. I don't know. I, you know, not that this is perfect timing for that question. I'm just saying
Melissa Anzman (35:01): It's been awhile. So I am so not getting in trouble for that question.
Paul Angone (35:05): It's like a, it's like a couple of week status. Yeah.
Melissa Anzman (35:08): Yeah. I think I did ask you though in Portland
Paul Angone (35:11): It probably gave me a lot and said, are you freaking kidding me, Melissa? I'm not again, a second book, hopefully is going to be in the works here soon. Hopefully we'll see, we'll see where that goes. And and then I'm just, I'm getting out there more starting a speaking and I'm doing it. I'm planning and getting things together with a speaking tour for the spring up the West coast. So, so again, trying to get out there more being more proactive and, and just going for it, you know, not holding back and seeing, seeing where, how far this can go.
Melissa Anzman (35:44): Love it. So just for everyone to know, Paul's book, it's called 101 secrets for your twenties. I did review it on my site and you can find it on his site. Paul, why don't you remind everybody where they can find you all around?
Paul Angone (36:00): Yes. if you were looking for Paul Angone on the world, whatever, right
Melissa Anzman (36:06): On the interweb,
Paul Angone (36:08): I am there 24 seven. I never sleep on the internet. I'm always I I'm at allgroanup.com and that's G R O a N like you're groaning. I like to say it's punderful wow. I got a big laugh out of that. Usually. I think I've ever heard you say, Oh, that's my go to, that is my goat.
Melissa Anzman (36:32): I've missed out on that.
Paul Angone (36:34): Right. All groan up. Yeah. That's my main, that's my main home. So I'm there with my feet up living large. They're all groan up, but you can find me on Twitter and Facebook and Pinterest and Instagram, and pretty much any other social media thing that drives our lives crazy that we love as well. So thank you, Melissa. Again, for having me on if people have specific questions, they can feel free to contact you and, and I can help as well. Or if they want to ask me more followup on something I'm definitely available for that. So
Melissa Anzman (37:05): Definitely I'll add the, all your contact info in the show notes. Yeah.
Paul Angone (37:09): Oh, phone number, my address.
Melissa Anzman (37:11): Hi, may I made a few that, Hey, you never know. Someone may want to send you cookies or cupcakes or something. Yeah,
Paul Angone (37:17): That's a little scary, but
Melissa Anzman (37:19): Kidding. I appreciate having you on the show. I'm so glad that we got to talk about your book and I'm excited for what's ahead. And thank you. Thank you. I hope you enjoyed today's episode with Paula Angone. He's a hilarious guy, but has some great marketing insight to provide to all of us, particularly about getting your book launched well and quickly, if you'd like to get the show notes for this episode, you can go to launchyourself.co/session3. Again, that's launchyourself.co/session3. And if you enjoyed this episode, please be sure to subscribe on Stitcher and iTunes and leave a review until next time.
Melissa Anzman (38:00): Thanks for listening to the launch yourself podcast. Join the conversation at www.launchyourself.co
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