The latest little volume in my “How to … ” series is out. How to do Welfare is my take on the problems of government assistance, and how it fails to help the people who need it most – with a solution based on Universal Basic Income thats works financially for the UK. It’s out today on Kindle and in paperback, but you can download a free PDF here.
The 100 Days Plus Pack is nearly ready to ship! In addition to the main book, it includes 48-page primer How to do Freelancing (a bestseller in its own right) the 244-page 100 Days Journal to track your progress, and a set of aides-memoire A3 posters to stick on your wall. Why not put in your order today? Right now I’m taking PayPal, and will be adding Amazon Pay soon. Roll credits …
Happy Fourth of July to everyone Stateside! Another little book’s out…
How to do Freelancing proved an unexpected success, selling over 300 copies across print and Kindle in its first months. So in another creative sprint – this time of 10 days from first idea to final publication – I’ve produced another short volume, How to do Life. (Yes, a slightly broader scope than its predecessor.)
It’s a 116-page booklet in the same 165x165mm paperback format as HTDF, packed with my tips on what I’ve learned about health, wealth, and happiness in 30+ years of work and travel. Kicking off with the Meaning of Life (my take on it, anyway) it goes into strategies for what to learn, how to think, how you should treat your mind and body, and staying in shape. Plus a few side skills like the importance of drinking cocktails.
Here’s a thing: I designed 100 Days, 100 Grand to be a book you’d want to scribble in, with big margins, air around sections, and line spacing that allowed easy highlighting. But a year in, a double-digit number of readers have said they don’t want to write in it!
To answer their issue, I’ve created the 100 Days Journal. It’s a 244-page, A4 notebook (the same size as the main book) with two pages for each Day (chapter), mostly blank but with the summary and checklist reproduced so you can make your own notes on each chapter with space to space. The most important diagrams are also in there, and summaries of the Appendices, too.
It’s available at Amazon like all the others (amazon.co.uk/100-Days-Grand-Journal/dp/1912795205) – ISBN 978-1-912795-20-8 – but the best way to get it is as part of the 100 Days Plus Pack, the signed-by-the-author box set comprising the main workbook, journal, primer, and wallcharts. Here are a few pics, with the main book alongside for comparison.
100 Days, 100 Grand is a big book, but the techniques it teaches are mostly basic and simple. So this week – prompted by an old piece of internal marcomms falling off my bookshelf, a little book from my agency days called “How to do Ads” – I set myself a task: writing a “little book” with all the basics of successful freelancing, in just 48 postcard-sized pages!
I was done in a (frenetic) 48 hours. Here’s the book: https://www.amazon.co.uk/How-do-freelancing-Chris-Worth-ebook/dp/B07Q59XGSW/. Or email me and I’ll send you a free PDF!
100 Days, 100 Grand is a big book – over 1,000 A4 pages. That makes it a long read on Kindle, and – if you own the print edition – heavy to carry around. So, based on reader feedback, the content is now available as 12 smaller books – the 100 Days Editions!
The new books are around 50-150 pages each, making for an easier read – and, of course, easier on the pocket, since you can buy each when you’re ready. (The Intro is just £1.99 – or FREE if you’re on Kindle Unlimited!) Each Edition’s cover is accented with the same colour used inside to denote its Part, just as in the complete workbook – it’s the same content of course, just split into the ten Parts plus an Intro and Appendices. Print editions are coming next month; Kindle versions are out NOW. Why not start your collection?
It’s done! The 100 Days, 100 Grand final manuscript is now with Amazon for Kindle-ising and will be released Feb 28, with the print edition avialable in 30,000 bookstores approximately 4-8 weeks later! Whew.
To celebrate, here’s a video flick-through of the entire (print) manuscript… 100 days in 100 seconds!
Happy to report the Kindle version of 100 Days, 100 Grand is now available for pre-order at Amazon! It’s been a long and hard journey, but the (next) finishing line is now in sight. (After which the real work of getting 12,000 people to buy it starts.)
Setting a publication date is like doing exams: there’s no backing out, but knowing you have to aim for an exact date concentrates the mind. Accordingly, and with over 200,000 words in the can, I’ve set a concrete date to get the book into stores.
100 Days, 100 Grand will be available for purchase on Nov 30, 2017.
The completion pathway between now and then includes a long summer lock-in in a property I own … bracketed by a couple of courses I’ve wanted to take for years.
The property you know: 100 Days HQ is a tricked-out garage in London, mostly used as a home gym although home’s now somewhere else. The courses are two fitness qualifications I’ve long wanted to try: the PCC and RKC instructor certifications in progressive calisthenics and kettlebells.
The first, in May, is followed by the lock-in; the second, in Nov, signals its close. (I’m not an instructor, but I do write a bit on fitness at Medium, and doing some professional development might help me know what I’m talking about.) That close means everything: text, typesetting, proofing, visuals, the lot, all ready to go to the distributor.
Of course, I’m taking my own medicine – everything planned for the next six months, with daily tasks and checklists just like 100 Days itself – and unless I’ve made serious miscalculations or get hit by a bus, it should go smoothly.
After all, writing a textbook is much like fitness. You can’t just jump on a bar and pump out 20 reps: you need to start small, progress smoothly, level up when you’re ready. And this summer stint should get me to the finish line.
A blatant plug first: my wife Lynne won our race to publish, and her brilliant cookbook Lynne’s Month of Meals is available from Amazon and bookstores, RRP £14.99. If you like exotic Indochinese food you can cook without being a whiz in the kitchen, take a look; she’s already sold enough copies to be in the top 1% of all indie authors. (Which puts a bit of pressure on me.)
But back to the blog. And a sentence that’s caused me some aggro. It’s in my home page blurbets:
- Win customers 10-20x faster than even pro marketers!
I’ve had some blowback from pro marketers protesting it can’t be right. Pro marketers, by definition, get better results than random freelancers, surely?
Not always. To see why, let’s go where the pro marketers are.
Imagine you’re on an advertising agency’s direct marketing team, and your paying client wants a one-to-one marketing campaign.
Even for bigger agencies, DM is a bit like local radio: that distant cousin you don’t really spend much time with. (Odd that the most accountable medium of all is seen as more arcane than broadcast TV, but I don’t make the rules.) And client budgets tend to reflect this. For a fresh campaign, excluding production and postage, £20,000 would be high; figures like £5,000 are more common. And that money has to buy a copywriter, art director (yes, even plain letters need designing), print pro, and account handling expertise. For one DM letter there might be 7-8 people on the team.
Now, how much of their time does £5,000 buy?
Persuading an agency to spend just two weeks on your campaign’d be a stretch. Ten man-days, max. That’s not much time to understand your customer. Little chance to pinpoint that salient selling point that deserves A/B splitting. And definitely no list-building; they’ll have to buy it in.
Contrast that to the 100 Days approach. Where developing the perfect List and Letter to deliver your offer to the market is the main goal of three month’s work. A few distracted ad agency employees scrabbling around on deadline can’t compete.
And that’s why you can win more customers, much faster.
None of this disses old agency hands. Can you compete with a pro marketer… on a level playing field? No. But the field’s not level. In 100 Days, you’re spending three months working hard, following tried-and-tested rules, with the motivation that every penny of return accrues to you. That’s a resource that lets you understand what your market really is, hone your offer with precision, write from the heart so you’ll close the emotional sale first time. You have a far bigger “budget” to invest in yourself than most clients allow their agencies.
It’s why my campaigns for myself – like this DM letter – reach customer acquisition rates of nearly 20%. (100 Days aims for 1%.)
Which brings this blog full circle. Because to test the 100 Days methods, I’m doing another campaign for myself this month, the first in two years. Yes, I practice what I preach. There are countless marketing agencies out there, including thousands of good ones, but when it comes to marketing yourself your first option is you.