February 4, 2025 • 58 mins
Ready to ignite your writing journey? Five-time bestselling author and founder of the Thought Leader Academy, Sara Connell, joins us for an enlightening episode, sharing her profound insights. From the pages of her childhood journals to the grand stage of TEDx talks, Sara's story is a testament to the power of storytelling in overcoming self-doubt and setting ambitious goals. Throughout our conversation, Sara underscores the strategic role books play in building credibility and opening doors to media appearances and speaking engagements, offering a roadmap to those eager to expand their influence across various platforms.
Sara's journey isn't just about personal success—it's about how she helps others achieve their potential through the art of writing. Even amidst personal crises and professional transitions, storytelling emerges as a healing force, offering solace and courage in challenging times. This episode dives into the "SSS" (Story, Situation, Solution) framework for content creation, providing listeners with practical strategies to overcome obstacles and create impactful books. With a focus on aligning content with audience expectations, we explore how personal narratives can inspire transformation and foster deeper connections.
For those ready to take the leap into publishing, Sara lays out her seven steps to crafting a revenue-generating, bestselling book. She invites aspiring authors to trust in the uniqueness of their voices and harness modern tools to streamline the writing process. This episode is a treasure trove of actionable advice, offering insights into leveraging books to build a legacy in a digital world. Whether you're a seasoned writer or just starting out, Sara's wisdom and encouragement could be the push you need to embrace your writing journey and leave a lasting impact.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
What gets me really excited is having people on the
show that can help you inmultiple facets of your business
.
So not just your content or notjust selling your products or
helping you with your website ordoing this or doing that, but
someone that can bring so muchvalue to your overall journey.
(00:24):
Like that's when I just likereally light up and today's
guest is absolutely going tohelp you.
If you have been thinking aboutwriting a book, I feel like
we've had this through line forthe last few guests that we've
had.
You know, we had Justin Moorecome on and he was talking about
his book and all the things,and we actually talked a little
(00:46):
bit about my conversation, aboutI just have friends writing
books and I feel like that thisis like a tap from the universe,
like, hey, maybe it's time foryou to write your next
bestseller.
Well, that is why I was excitedto have Sarah come on the show
today.
So Sarah Connell is a five-timebestselling author and the
(01:08):
founder of the Thought LeaderAcademy, and she helps coaches,
experts and entrepreneurs scaletheir impact to create six and
seven figures by becomingbestselling authors and
in-demand TEDx speakers.
She's been featured on Oprah,in New York Times, good Morning
America Today, forbes,entrepreneur and TEDx, and I
(01:33):
hope that you enjoy thisconversation today because I was
super inspired by the time wewere done talking.
I was like, oh no, I thinkSarah just convinced me to write
my next book.
Like that's how inspiring thisconversation is today.
So I hope that you enjoy thischat, even if you're like I
(01:53):
don't really know if writing abook is in my future.
Please stick around and hearSarah's story and all the
powerful things that you coulddo with your content, because I
think it can really spark someideas for your podcast or your
YouTube channel or your emaillist.
So I hope you enjoy today'schat.
Let's get right to it.
Welcome to the Profit Podcast,where we teach you how to start,
(02:16):
launch and market your contentwith confidence.
I'm your host, crystal Profit,and I'm so excited that you're
here.
Thanks for hanging out with metoday, because if you've been
trying to figure out the worldof content creation, this is the
show that will help be yourtime-saving shortcut.
So let's get right to it, shallwe All right?
Prophet Podcast listeners, wehave a special guest on the show
(02:40):
today.
Welcome, sarah.
How are you?
Speaker 2 (02:43):
I'm so happy to be here.
Thanks, crystal.
Yes, sarah, how are you?
I'm so happy to be here.
Thanks, crystal.
Speaker 1 (02:46):
Yes, it's going to be so much fun.
We were chatting right beforewe started recording that
Sarah's in Chicago, where it islike it's snowing as we're
speaking and it's trying to snowhere in Texas and I'm like go
away, Like we don't want any ofthis.
Speaker 2 (03:01):
I've signed up for it , being from Chicago, you.
That's not fair.
No, not in fact.
Speaker 1 (03:05):
No, no, we can't.
We like as, like Texans, wethink that we're like, all big
and strong, we can handle this,and then you put just a little
bit of snow on the ground andwe're like we can't deal with
life at all.
So that's really truly howwe're built, totally.
But, sarah, we are here todayto talk about books, book
(03:26):
writing, book marketing, and Iam so excited about this topic.
But before we dive in, can youtell us a little bit about your
journey?
How did you get into bookwriting, book selling and doing
all the things you're doingtoday?
Absolutely so.
Speaker 2 (03:40):
I really did.
I was a kid that loved to readand I liked to write.
My grandmother bought me a, ablank book like a journal, when
I was quite young and I wouldlike write really bad poetry and
draw bad pictures, you know.
And but I, I loved, I lovedjournaling, you know.
So it was always definitely aninterest.
And then I cause I read lots ofbooks and watch movies learned
that the way you knew you weregoing to be a writer was that a
(04:01):
teacher would take you aside andtell you you were special and
sort of you know, knight you insome way, and that's how you
knew.
And when that didn't happen, Isaid, oh, I didn't understand
any of this consciously, butreally what happened is?
I said, oh, I guess I'm notallowed, I'm not good enough.
So I mean, it's wild to lookback and think as young people
we could do that to ourselves.
Right, it was.
(04:22):
I just said, oh, I guess that'snot for me, I'm not allowed to
do that.
And then I went to college andread other people's books, you
know, became an English majorand got a job in advertising,
because that was a you know sortof adjacent to the creative
stuff I wanted to do.
And unfortunately, I enteredthat advertising agency at the
height of the Me Too era Notthat this is new news but it was
(04:43):
really, unfortunately, a superabusive, toxic environment, not
just for me but for many womenthat work there.
And so I really entered acrisis.
I was 23, supporting myself, 22, 23.
I wasn't asking to go back andhave support from my family, but
(05:04):
I certainly felt very trapped.
It was like this is what I amgoing to do to pay for rent and
buy food, and um, and I didn'tknow what to do and I really
spiraled into a pretty severemental and physical health
crisis at that point.
And one day I was flying backfrom Boston to Chicago, where I
had taken this job, and, um,they were calling my flight and
I found a book in the airportbookstore and again, books were
(05:26):
the like escape, solace, comfort.
I didn't have time to readanything.
I just randomly grabbed thisbook called Holy Hunger by
Margaret Bullitt Jonas, and noone I've heard of, no one
anyone's heard of, you know,it's just this book and I got on
the plane and I read the wholebook in one sitting and by the
time I finished I just knew Iwas leaving the job, I said,
(05:47):
like I might, if I end up on thestreet it is going to be better
than if I keep going to thisjob.
It's going to kill me, like Ijust knew it was it was.
It was that bad Right and so I.
Her story wasn't about workingin an advertising agency and you
know sexual trauma.
It was about a woman who hadgotten into a really serious
(06:07):
mental and physical healthcrisis, like mine, with food and
eating disorders and all ofthat and what she did to get
better.
And that was this incredibleturning point.
I truly credit that book assaving my life, not just
metaphorically like literally.
And I was able to leave.
It was terrifying because I waslike I still don't know how I'm
going to support, but you know,there's all that stuff going on
(06:28):
, but I was.
I was able to to, you know,start a new life, and I remember
it also taught me that that'sthe power of someone's story,
whether we share that on apodcast, whether they share that
on a stage, whether we share iton a YouTube video, whether we
share it in a book.
Like she wasn't Brene Brown orMel Rod, you know someone who we
know their name.
(06:48):
It's like a woman sat down andshared.
You know, this is, this is whatI've been through and here's
what could work for you.
And and like I didn't diebecause of it.
And so I made a vow at thatmoment I just said I don't know
what's going to happen, Iprobably won't be successful at
this, but I am going to pay thatgift forward.
I'm going to write books thatcould potentially help someone,
if there's any way, if I get outthe other side of this alive,
(07:11):
I'm going to pay that forward.
And um, and that that led to afirst book, and I was very
blessed to get on Oprah and theNew York times.
You know all this amazingthings.
And then I said I'm devotingthe rest of my life to helping
other people that have thiscalling.
You know you have a story thoseof you listening you know.
You know if you have a story, amethodology, a way that you see
(07:33):
things, something that morepeople need to know about than
probably currently know aboutyou.
And I just said that's what I'mdoing the rest of my life and I
have never looked back and it'sbeen the greatest gift ever to
get to do this work.
Speaker 1 (07:46):
Yeah, and I think it's so beautiful too when it
comes to writing, because it's agift that I believe that you
give yourself and, like, whetherit's purging thoughts and
emotions or, you know, sharingyour story.
But you're also giving thatgift to your audience in a
really beautiful, special way.
But I want to go back to you.
Know you have this desire, youknow you have this dream and
(08:06):
you're like, okay, I'm doingthis.
It's kind of like you're.
We have those like really proudmoments where, like, I'm so
happy that I took this path inmy journey, I zigged this way
instead of zagging that way.
But I want to circle back tothat moment where you're sitting
down to write.
You're like, okay, I'm going towrite, but you did you have
that thought creep back in ofthat little girl who was like, I
(08:28):
don't think I'm the teacher'spick for this.
Like, walk us through that.
Speaker 2 (08:32):
Every single day.
And you know what, most of thepeople that I have the gift of
coaching because none of thepeople we coach are they're not
writers, right, like the peoplein our thought leader Academy
people I've gotten to have thegift of supporting.
So people in our Thought LeaderAcademy people I've gotten to
have the gift of supporting theyare called to a mission, right
In some way to touch lives,change lives, and then it's like
a book, is a vehicle, like apodcast, is a vehicle, like
(08:53):
these other things are, and it'slike the I call it teacher
trauma, like some people haveteacher trauma, and it's like a
teacher you know.
Or we had one of my clients, myfirst clients, her father at
three years old, when she madehim a birthday card, got out a
red pen and circled all hergrammatical mistakes Like it
makes me cry, actually, becauseshe was so convinced for the
(09:13):
rest of her life that shecouldn't write.
Because this memory right, andsometimes it's like mine, which
was an omission, it wasn't likesomeone said you're garbage,
it's just they didn't say you'respecial and that's what I saw
in all the stories is likeyou're supposed to get told by
an authority figure that you'respecial and be given permission
to do this thing, and so and so,every day I sat down that I
(09:33):
call, the gremlins werescreaming.
You know you're terrible, youhave no talent, you know, I mean
, it was monstrous and it is forso many, which is why our all
of our coaching is mindset-based, like we use neuroscience
literally to to dissolve thoselimiting traumatic beliefs,
(09:53):
because that's what it takes,that's what's in the way of so
many of us.
Whatever our gift is, our bigmagic, you know that we're
bringing in, and so the way Imean I slogged through.
You know, I don't know whatreally kept me going, except
that book that did that for me.
I kept thinking, well, what ifshe gave into that voice?
What if Elizabeth Gilbert justdidn't write Ypres?
You could all insert a favoritebook, right?
And I've met some of theseincredibly well-known authors
(10:21):
now, and not one of them notMaya Angelou, not Brene Bratt,
not one of these people has saidthey totally believed in
themselves and other peoplebelieved in them and they had
total confidence.
It doesn't happen, even for truegenius People that we've
established in the world arelike geniuses, right.
And so the only thing I can say, if anyone's listening is that
and has this feeling.
It's not you, it's not personal.
(10:43):
This is the inner critic.
We can call it the saboteur,carl Jung, the inner critic,
steven Pressfield, has a greatbook called the.
Instead of the art of war, it'scalled the war of art and the
whole book is basically aboutthe minute you say yes to
bringing something really realfrom your soul, like you're
going to get hit with it, likeit's coming for you to tell you
you can't, you're too old,you're too young, you didn't get
(11:04):
good grades, you didn't go tocollege, whatever nonsense, and
none of it's true.
But we believe it, and so I.
I learned so many great.
I mean, it took me on thepersonal growth path.
That's what's funny aboutwriting a book or anything right
, creative endeavor.
It's who you're going to become.
(11:27):
You know, and I thank God foundpersonal growth books and
mindset books and neurosciencebooks and really rewired my
whole brain.
Speaker 1 (11:30):
Yeah, yeah, this is incredible.
Well, I mean, you name droppedElizabeth Gilbert and you said
the words Big Magic, so I'mhoping that you have read the
book Big Magic.
That is the audio book I havelistened to probably seven or
eight times and I go back to itover and over again if I get
into this like creative block.
So, yes, love it.
Speaker 2 (11:52):
Love her and I think the reason that book resonates
with so many of us is becauseshe does like Steven Pressfield
in the War of Art.
She acknowledges that, likefear is going to come and try to
kick your butt and talk you outof it.
200 million people in Americaright now say that they have a
book in them.
They kind of go oh, whetherit's a family story, a memoir, a
(12:15):
leadership book, a business.
And even though there's lots ofbooks, a fraction of people are
going to actually do that andit's mostly because not because
they're not talented, capable,worthy, have something important
to share.
Because those are the things wetell ourselves, the lies.
It's because we believe thelies.
(12:41):
It's not actually everything canbe learned Growth mindset, it's
like writing is a skill thatcan be learned and it's not.
I'm not saying it's easy, I'mnot saying that I'm starting
book number seven this week,okay, so, um, it's very exciting
.
It's like the new, you know thenew project, and it definitely
gets easier.
If you're listening the firstone, you're going to have more
of that junk because you haven'tgone through to go.
Yeah Well, you can say that,but I'm, but I'm holding my book
(13:04):
here, you know, and I did it,but it's still.
It's still there's that innerbattle.
Speaker 1 (13:14):
Yeah, yeah, oh, my gosh.
I mean you're speaking to me,like you're speaking to me
personally, but you're reallyspeaking to this audience,
because I think that where a lotof people see themselves as
they know, they have thatmessage like if they're
listening to the show they haveshown up and they're like I know
I have it, I know it's there.
I'm trying to figure out themedium to pull it out of me.
A lot of them have alreadychosen podcasting.
We have a lot of seasonedpodcasters in our audience and
(13:34):
they're like okay, well, I'mhere, sarah, like I'm already
showing up in maybe a podcast,maybe a YouTube format, like
whatever that is, but a book,come on, do I really need a book
?
Because then then what happens,I feel like, with creators
today is they get in thecomparison trap of yeah, I'll do
(13:55):
that when I have a millionfollowers or I'll wait until I
have, you know, 50,000 Instagramfollowers, and then and then,
maybe, maybe, but I'm not thereyet.
I'm not big enough enough,enough enough.
So I'd love for you to speak tothat person that's really
struggling with that today.
Speaker 2 (14:12):
I'm so happy you presence this because, at least
for me, every time there's a newvision, a new vista, a new
level, this same thing, and so Iactually just did a piece of
content around.
Whatever you're tellingyourself you're not big enough
for is actually your 2025 vision, like, like, just what if?
(14:33):
Because and the reason I saythat is because I do this I
watched myself, as I'm you know,it's January making my goals
for the year and I would go, oh,I'm not big enough for that,
I'm not, I'm not, I'm not.
You know a big enough name orbrand to, you know, launch this
YouTube channel or whatever itwas.
You know like these differentthings over the last few years.
So I love that you've pressed,because it's another one of
those seductive lies ofresistance I want to share.
(14:56):
People ask me all the time andI've done YouTube videos on you
know, do you do a book first orpodcast first, a book first or a
TEDx talk first, a book or abusiness?
And it's like a chicken eggconversation.
You know that comes up and it'sa good conversation to have,
and what I can say is you know,the order is is not super.
Like, if you want to go big ona podcast, then you've got a
(15:16):
built-in audience for a book,right, and that's awesome
because you know otherwise, youknow you want to be able to have
some people to share this bookwith right, and you can also use
a book to open doors forgetting bigger guests on a
podcast or growing an audienceon a podcast.
So here's, here's how I like tothink about it.
Notice, right now it's whenwe're recording this, right,
(15:37):
it's early in the new year of2025.
And this month, brene Brown ohno, sorry.
Martha Beck, who's like Oprah's, you know life coach from Oprah
magazine.
Mel Robbins Um, many of us, youknow, probably have heard of
Mel Robbins.
And, um, gabby Bernstein youknow big, you know all of them.
New York times bestsellingauthors multiple times over.
They all launched books thismonth and Eckhart Tolle did a
(15:58):
relaunch with Oprah of one ofhis books.
Okay, it's like none of thesepeople need more visibility,
none of these.
You know what I mean, but theyuse the books.
I think of the book as a flag inthe ground, and the stats are
that the average adult right now, the attention span is 2.9
seconds.
That's what we've done becauseof being on these all day.
(16:18):
Right, that's what we've doneto ourselves and our brains.
And then people say, why areyou going to write a book if you
can't read a book in 2.9seconds or listen to an
hour-long podcast in 2.9 seconds?
But here's the cool thing.
I was like, why are all thesebig-name people like, the minute
they get their next big idea,they run and write the book Like
that's like they immediately goand new people do the same,
(16:39):
right?
So why?
And it's because and I did getresearch, because I am a data
girl and I like I like facts andstats the brain can process in
1.8 seconds your book cover,your name and that you're an
expert in that topic.
It's like a level ofcredibility and immediate
authority, whether that shouldbe true or not, because I mean,
(17:00):
you could write a crappy bookand you know whatever.
Anybody could, I guess.
But not the way we'll help youdo it here with Crystal and I
will have you do that, but, um,but so what happens is whether
you have a podcast first ordon't, or you have a, you have a
TEDx talk first or you don't.
Whatever someone does the book.
What happens is first youimmediately, whether you're an
unknown emerging thought leader,creator, or you're a celebrity,
(17:25):
immediately anyone that seesthat book in 1.8 seconds, so
under the attention span barrier.
I think of it like when peopleare trying to break the speed of
light with aviation, right,it's like it's the attention
span barrier we got to break.
So in 1.8, and this isresearch-based someone will know
who you are, what you're about,you're the expert and they will
(17:48):
start to trust you and we're ina trust recession and they will
start to see you as the go-tothought leader on that thing.
So even these people that aresuper famous, they want to write
the next book on their new.
Let them like Mel Robbins,right.
And so it's so cool because itworks in both directions.
If you're really well-known, itgives you a reason to go on all
the podcasts again, the TVshows and do all your thing.
And if you're emerging and youaren't known yet, it's such a
(18:11):
phenomenal way to you're goingto cut the, the trust, recession
stuff, because someone's likewell, you had to sit down and
put all those ideas somewhereand they can safely try you out,
you know, and so for, for.
So for people to say, oh, I'mnot big enough, like I did the
book first.
Why no audience?
90% of people that we work withhave no social media, no email
(18:34):
list, have maybe like oneperson's listening to their
podcast, like I mean, I'm not.
It's like.
And then the book is is thedoor opener, because people love
to have guests on the show witha new book they have in the
media and podcasting andconferences keynotes, because a
lot of our clients want to getpaid to speak, they want to
monetize their podcast.
So, like the book, is thatvehicle for all those.
(18:56):
We call them the doors, likethe seven doors.
And so that's a long-windedanswer, but I love the question
because it will either get youthere faster and if you're
already big, then of coursethat's why people keep doing it,
but you don't need to knowanyone.
No one knew who I was writingthat book.
Speaker 1 (19:15):
Yeah, well, I mean you hit on so many incredible
points.
I mean, first, I love that youbrought up all these prolific
writers that are continuouslyputting things out, because
people are saying like well,who's reading books these days
and who's doing this?
And I'm like I'm reading books,I'm buying books, like I
actually I even forgot Ipre-ordered a book the other day
.
I got this package on Amazonand my husband was like what'd
(19:38):
you order?
And I was like I don't knowwhat is it.
And then I opened it.
I was like it's a book that Iordered like a few months ago
because I'm a pre-order gal.
Like I'm that loyal personthat's like you tell me about
your book.
I'm going to support you inthis big way and pre-order your
book.
Like pre-orders are life forall you authors out there if you
didn't know this.
But the thing that I love aboutspeaking about people in this
(20:00):
way is like you don't have toput all of these writers on a
pedestal, like it is absolutelyachievable.
I've published I'veself-published two books on
Amazon and there is somethingweird about it.
Like I show up on podcasts andI do these.
You know I speak on stages andI do this, but the book is still
what impresses so many people.
(20:22):
And it's so strange to me, likeit's it's great, but it's also
like.
And it's so strange to me Likeit's great but it's also like,
really Like this is the thing.
This $20 thing Cause it's notlike it's $2,000 to sit down
with me and do one-on-onecoaching it's not this.
It's this $20 packaged all ofmy ideas and it's all laid out
in this beautiful way.
So I totally agree with whatyou're saying, like there's just
(20:43):
there's something magical abouta book and I think it's just
really cool.
Speaker 2 (20:47):
We have a client launching next week and so you
know she's been in pre-order andyou know getting on the
bestseller list and all thatstuff and and she messaged me
today and she said, because Ishe's like Sarah, because I'm in
your community and coaching,where there's like we're all
writing books and she's like Iused, I start to kind of feel
like okay, everyone has a book.
And she's like people arelosing their mind.
They're like, oh my God, youwere like all these people, like
(21:09):
all of hers, and they're likeso impressed and she's like I
mean, she's like I am so proudof this and so excited and it's
her first one and all that.
But she was also still like,but I mean, in her world she's
like you had to sit there,crystal, you know I'm sure it
wasn't easy to make the time andmake the commitment.
It's a big and Mel Robbins was.
(21:32):
I listened to her and she'slike I'm not doing a book this
year.
She's like I'm so glad I did itand I'm not doing another one
this year.
You know, I'm having a becauseit's a big deal, but my gosh, is
it worth it?
Right On the other side you getpeople's react.
You're like okay, thank you.
Speaker 1 (21:47):
Yes, yes, and I cannot wait for her book to come
Like they'll, let them like it,just it's.
It's one of those books.
Like I listened to her she wason Amy Porterfield's podcast
recently so we'll make surewe'll link to that Cause it was
such a special interview.
It was right after she hadtalked to Oprah and Oprah's team
and everything, and it was justso cool to see the behind the
scenes of her having a dreamfulfilled because of a book.
(22:11):
Like that's the thing that Isee.
It's like whoa, she never wouldhave had this opportunity to
sit down and have an interviewand be on Oprah's podcast if it
were not for this book.
So I think it's one of thosethings that people, again, we're
beating ourselves up about,saying we're not enough, we're
not smart enough, we don't haveenough experience, we don't have
blah, blah, blah, blah, blah.
We could keep going.
(22:32):
But at the core of books, Ijust think about stories.
Back to what you were sayingearlier, it's that storytelling
aspect.
Speaker 2 (22:40):
So it's so beautiful Having someone like whether the
goal is to be on Oprah, which is, like you know, wildly exciting
, and you know, also likereaching people that would never
find you, I mean, that's what.
So another, another client wentvery resistant.
She was like Sarah, I just Idon't think I want to do a book.
She's at nutrition, functionalmedicine.
She's like I don't like writing, it's not.
But she kept like sort of beinglike oh, I had this kind of so
(23:09):
she hers launched in October andum, and she's had people like
she had someone this week whocalled and set up a discovery
call and stepped into her likehigh ticket program and she said
I know you told me this wouldhappen, but I'm still like I
can't freaking believe thiswoman.
She's like how did you find meon social?
She's like no, I was on Amazonand I saw your book and I read
it and I just know I want towork with you.
And she's like what Like that,can you know?
Cause she's I know you say it,but you're a book girl, you know
(23:30):
.
So she's like I'm not at thatmuch of a, but that's why we do
audio.
Um, and what's funny, too, isbook sales are exploding right
now in audio book sales becauseexactly what I was going to ask
you about.
Yeah, yeah.
So there is a lot of data thatsays, in times of economic
(23:50):
contraction, political, you knowwe'll call them lots of
feelings of political angst, umand um and big world events like
wars and things that um, booksales really, really jump.
And the reason?
A reason is twofold.
One is that people are beingmore mindful about finances and
(24:12):
so they feel like I'm going toread this book and really see if
this person has an idea,methodology, like, and then I'll
know if I want to.
Like what happened, you know,with this client, you know she,
this woman's vetting, she's notjust like getting on a discovery
call.
She wanted to like really seewhat these experts are about and
is it a good fit, which isactually awesome for your sales
cycle, because if someone callsup and just said, oh, I'm ready
(24:32):
to work with you, like they,they've already read your book,
they know your methodologies andthey're just like, I just want
to do this work now, so that'sgreat.
Um.
The other, the reason isbecause, um, there is this trust
(24:54):
recession, like I said, andpeople have gotten really burned
over the last couple yearsbecause they signed up for
courses and you know very justlike impulse buys and they
didn't again take a deeper lookat like who.
So the, the, what people arepredicting for 25, based on the
end of 24, is that people aregoing to be investing in experts
, coaches, you know, mentors whothey have a relationship
feeling with, versus atransactional.
So it's less like what resultare you getting me?
Of course, that's so important.
What product do you have?
(25:16):
It's now like who is it?
And Simon Sinek wrote there's avery famous Ted talk where he
talked about people don't buywhat you sell, but why you sell
it.
Some of you might've heard thatand I think in 2025, what's
going to happen is they're notgoing to buy what you sell,
they're going to buy who createdit.
And a book is a way for someoneto be like you're not now just
(25:37):
on a call or giving me a bigslick sales page.
You know I'm going to reallysee what what you're about,
cause you're going to hear yourstory and I'm going to have to,
you know, like really really geta sense.
So it's a really interestingtime.
You know my like people bookagents are like I know it's not
good to say it's great thatthere's all these challenges in
the world right now, but likeit's great for books, you know,
(25:58):
is if you're thinking aboutdoing one in 25, it is a really
good year.
Someone like you, crystal, likerepublish or do if you haven't
done an audio book of one ofyour printed books.
I mean people binge audio books.
I do.
Yeah, I listened to him on liketwo point speed.
If it's like a business book orso, I just want to like get it
in.
I mean, people are it's it's.
I've made so much more even onaudio book sales and royalties
(26:20):
sometimes than the printed booksof some of the books, because
people we all know we can drive,work out, walk around, do the
dishes while listening tosomething inspiring.
Speaker 1 (26:29):
Oh, this is so like.
This is such a great time forme personally to hear this
message.
But also it's like, sarah, Itold myself I wasn't going to do
a big project this year and Itold you we had another
interview earlier and we weretalking about a book and I was
like, oh, like I feel like Ifeel like this is the universe
tapping me, like Crystal, youhave a book inside of you and
(26:51):
I'm like, oh my gosh, no, no, no.
I said I wasn't going to do it,but then also it's so, it's so
inspiring, like just listeningto you and like have all these
great examples of why it isimportant and I do believe that
it is extremely important tohave all of what you are already
have in your brain right thethings, the messages that you're
sharing, the passion that youhave for the project you're
(27:13):
working on, or the communitythat you're helping and being
able to share, that Our otherguests that we had.
He talked about legacy and it'ssuch a beautiful thing for you
to have a, because a lot ofstuff I don't do is physical
Like you can't hold my podcast.
I mean, you can hold the devicethat has it.
You can't hold my YouTubechannel but you can hold a
(27:33):
physical book and man.
In this virtual world that welive in, it is so dang special
to have that in your hand toshow your kids, show your family
, show your mom.
I love showing my mom, likehanding this very first book
copy that I ever wrote and handit like look, it's like mom,
like my name it's printed, it'son this book and it looks so
(27:54):
pretty.
Like cry with me please.
Speaker 2 (27:56):
So it's making me cry because it's like, yeah, it's
such a huge moment.
There's a neurosciencetechnique called an anchor image
and it's actually in the bookthat, the book I have coming out
in the spring.
It's called the millionairecodes.
So great for a profit.
You know it's like what arethose things to do, that
subconscious reprogramming?
You know that that I wastalking about, just as we just
did a whole book on that with acolleague who's a neuroscientist
(28:18):
and one of the.
You pick an image like what'sthe moment for you?
Not like just like your books,not a bestseller that could be
it for someone, but like maybefor you the moment is like you
being with your mom and feelinghow proud she is and like having
those tears of just fulfillmentand your legacy and and we can
pick an anchor image.
So if you're listening andyou're sort of like, even if
(28:39):
it's a far off vision or it's athis year vision, like, you pick
an anchor image of like what'sthat moment when it's going to
like really hit you.
Yeah, that you did this thingand what.
What is cool is if you startjust playing it like a little
movie every day, you play thatanchor image, a little movie,
you'll start.
Suddenly your subconscious isgoing to start, like you know,
feeding you the ideas, theinspiration, the right people
who know how to help you get itwhere you want to get it, and
(29:01):
it's it's so.
That's so beautiful, like yousaid it is.
It lives beyond us, like myYouTube channel is not going to
live beyond me.
You know, like I love it,freaking love YouTube, you know,
but it's like the books feel.
You know, like the tangiblenessand on a real practical level,
crystal, since we're about, youknow, profit and podcasts, there
(29:21):
is a technique I've beentesting with some of our clients
because I got inspired by awoman I met, a technique I've
been testing with some of ourclients because I got inspired
by a woman I met.
And in 2025, if you all have abook or you're going to do one,
there is going to be a hugeopportunity to go back to really
old school direct mail, likemailing your book out to
potential clients, those of youthat coach or do other things,
(29:43):
if you have a law practicemailing that book or having
strategic partners, like we havea client writing a book for
people whose partners are goingthrough cancer treatment and so
she's going to have that in thetherapist's office, in the
doctor's offices, in thehospitals and, and it's like
that is so rare now becauseeverything's virtual, yeah, and
(30:05):
it's like the, the like, thepreciousness and uniqueness of
like, and I have these fun goldbubble mailers.
You know we like mail theclients.
This woman generated sevenfigures in one year off just
mailing the books to potential.
I mean a million dollars a yearoff her book with a heartfelt
note to people like who mightneed her services, right, and so
I know it sounds so unsexy andold school but, like your point
(30:28):
of, there's a specialness.
Speaker 1 (30:29):
There is yes, like, and I mean it's.
It's just like holding it inyour hand and having it be there
.
And I know that there's peoplethat are listening and they're
like y'all, this sounds great,like everything you're saying,
it sounds fantastic.
But I'm barely like trying tokeep my podcast going or I'm on
this content hamster wheel andI'm like I'm trying to fulfill
(30:50):
the commitments that I'vealready made and now y'all are
trying to motivate me and to doit a book too.
Like what are you doing to me?
So I want you to talk to thosepeople that maybe we're not
talking to beginners, right, ifyou're a beginner listening to
this, like, come back andrevisit this when you have a
little bit of a back catalog.
But for those of them that arelistening and they've been doing
a podcast maybe they've beenpodcasting for a year, you know
(31:15):
24 months and they're like well,where do I start?
Because I already have thiscontent Like it's.
They're not starting with likethat blank cursor that's
blinking at them saying youdon't have any ideas.
They have ideas, so let's walkthrough what that could look
like for them.
Speaker 2 (31:31):
Yeah, well, I'm so excited to be just with you all
in this audience because I havethis, this cool framework for a
book that could be really fastto put together.
So those would be like I don'thave any bandwidth to add any,
like you said oh don't give meanother big project this year.
I couldn't believe.
I was like, am I really doinganother one?
I was like, yes, and it'scoming.
The big magic has tapped.
So those are the things thatit's tapping us.
So here's what we do.
So I want to um something Iteach in our, our um book
(31:52):
bootcamps.
Right, um is a three-partframework I just want to review
here, because you all could usethis for any kind of content,
that I want to give this to youso you could use it for anything
.
You want to create a video, apodcast episode, even a book,
and then I'm going to share thesecret one that I never teach,
because it's just for peoplethat have a podcast.
So that's this group.
All right, so it's called SSS.
(32:15):
So hopefully you'll rememberSarah teaching you SSS.
There's three S's and this issuper fast.
The first S is your story.
So this is where you're goingto get someone out of their head
which is where we have skeptic,trust, recession, fear, stuff
into their heart and you justget to share like the origin
story, really like a superhero.
Batman's parents were killed,you know, behind the movie
(32:36):
theater.
He grows up to protect peoplefrom crime, like there's a
reason we all do what we do,there is no access.
If we're on purpose, if we'redoing what we really feel called
to do, there's a, there's areason.
It might not have been a traumalike Batman, it could have been
a revelation and inspiration,it could be anything, but
there's a reason and so sharinglike that, even if it's a short
video, this would be very quick.
(32:57):
If it's a book, you know youcould take a nice long chapter
and you really share the originof why you've come to care so
much about this topic thatyou're going to be teaching on
and sharing about and the andthe cool stuff you've done about
it.
You know people want to know,like that you've got some
expertise, whether a livedexperience, or some of you are
experts, you've worked in thisfield, you've whatever.
(33:17):
So that's your story.
Because when I get into theheart and someone wants to
identify with you and say like,oh, okay, like Crystal's been
here and she, she knows somethings, that she's a high
schooler to my middle schooleror whatever it is, and then in
the second S, we zoom out and weshow the situation is what I
(33:38):
call it like the situation ofwhat's happening in the world.
So maybe there's a book calledProfit First by Mike Michalowicz
, who basically he told hisstory of starting these
businesses, making all thismoney on paper, keeping nothing.
His marriage is in crisis, he'snever seen his kids, his health
is suffering, and so he tellsus, like story, right.
And then you know that, youknow he's obviously figured out,
(34:00):
you know a different plan.
But then he zooms out and heand he shares hey, by the way,
I'm not some like loser thatjust couldn't get it together
Like a high percentage, like themajority of entrepreneurs have
the same problem.
They make money, they keep none, they have to reinvest in team
and systems and tech and yourpodcast, and you know the book
and all the.
So that's the zoom out to say,hey, look, this is, this is a
(34:20):
thing for a lot of people.
You're not alone.
And so you help someone feellike I'm not alone and also you
show them the stakes of if Idon't do something.
So he's basically, if you don'tchange the way you do, money
you're never going to, it's notgoing to, just fix itself.
You know and, and, and this canapply to anything that we all
offer.
You know you, I'm Crystal, I'msure you podcast things.
It's like, look, you've got todo some things to to get this up
(34:42):
and running Right.
And then in the rest of yourpiece of content your video,
your talk, your podcast episodeor the book is the third S,
which is the solution, and thatcould be a bunch of chapters.
It could be a five minute restof your video, it could be you
know the rest of your podcastepisode and you could do many
versions.
Like in a book.
It might be like a big pictureof what you do in the world but,
(35:05):
like I'm sure we all have coolsolutions to all kinds of you
know, little micro solutions andthis framework it just makes
content creation so joyful.
Like, if I get asked to do atalk today at six, I will do an
SSL because you'll always knowyou'll give value, you'll
connect through a story, you'llshow people the situation and
(35:25):
the stakes of, like what's goingon and then you give them a
nugget you know, a win.
And so this is why it took me.
So I didn't make this up out ofnowhere.
I reverse engineered 100 NewYork times bestsellers 100
because I couldn't write.
So I was in my stuff Like Ican't write, I'm not good enough
.
So I productivelyprocrastinated is what I call it
(35:49):
and I said, well, what are allthese books that I love?
What did they?
What did these books do?
And every single one of themdid some version in some order
of SSS.
And so I made up that frameworkand it used to take me three
years to write a book.
It was so and it was so envious.
I saw people putting on a book ayear and I felt like how, if
(36:12):
it's heavy research like the oneI'm starting now is going to be
a more heavily researched book.
So it will take me a good bitof this year, but all the ones
I've written recently I've beenable to do with a child, running
two businesses in a 23 yearmarriage with parents and a dog
and like clients.
And you know I mean there's notime, there's no time ever to
write a book.
It's ridiculous, none of ushave time.
But because of having aframework, it just was like oh,
(36:35):
now, here's the secret.
I promised a podcast version.
If you want an even easier one,you still use SSS.
Think of, like the theme thatyou're obsessed with in your
podcast, share a story, what arethe situation, and then you
could take your best episodesaround that theme where you gave
solutions.
If they're not alreadytranscribed, you know, use
(36:56):
there's lots of free AI softwareand everything.
You transcribe them and polishthem up and those are your
solution chapters.
So we've had people write abook in you know a couple of
weeks because they had a greatpodcast and there was.
You want to pick a through line.
You know you could do a best of.
You could certainly do that,but it's kind of cool to you
know.
Pick like you probably have abest of.
(37:18):
You could certainly do that,but it's kind of cool to you
know.
Pick like you probably have apodcast on lots of different
topics.
You know even it's in yourniche but there's a lot of
different things.
So what's kind of the journey,you know?
Or transformation, you want totake someone on and that's where
you get like a real win forhaving put in all the time
you've put in on your podcast.
You turn that sucker into abook.
Speaker 1 (37:33):
Sarah, I am both so like my mind's blown, first, and
I'm also.
I'm mad at you and also likedang it.
I have to do this like youbecause you did.
You just reminded me.
You're like, oh, I have so muchgood content, like I'm so like
you do.
The only and of course, youknow the argument that I can
(37:54):
make and everyone that'slistening is like yeah, but time
, but time but time.
It's like no, no, no.
If you have been doing this,like we live in a time when
we've never had more accessibletools at our fingertips than we
do today, and it's kind of likeall your excuses are gone, like
they are gone.
Speaker 2 (38:12):
It's and I love Christian, you're bringing it
because the time it's such a,it's such a torturous like
feeling of I I'm excited, butyou look at your and again I
have I have coached women, aresingle moms with three kids it's
like, and it's like we're goingto get this book done now.
Another little hack just foryou and anybody, um, because
again we have all these greattools.
Now I wrote my last book.
(38:33):
I did a whole.
The whole first draft of thebook was while I was working out
or or I'm driving to pick up myson from school and I would
plant my phone with thedictation app open and I would
dictate the.
For now, that's not the finalbook obviously but not starting
with a blank.
It took it took months of timeoff that that I don't use AI to
(38:58):
write the content.
I write my own content becauseI want it to be my stories, my
voice.
I love AI for research and alsoAI can transcribe and it can do
those situation points I usedto.
People used to have to go hireresearch assistants.
No, it's free and it'll be donein two minutes on chat, gpt or
perplexity.
It's like tell me the stats on,fill in your topic best most.
I like the prompt, give me theastonishing statistics and most
(39:21):
inspiring facts on and you pickthe problem you solve or the
thing you're teaching, and Imean it's nuts, like in in
seconds you have everything youneed for that part of your done,
done, footnoted, creditedscores, like it's just crazy.
So you really I mean if therewas ever a year when it was more
doable than ever, it's now.
Speaker 1 (39:42):
Oh my gosh, sarah, like I said, I'm like I'm loving
you and hating you all at thesame time because you're taking
away all of my excuses and I'mlike, okay, like this might be
the year, I hadn't planned on it, but this I mean because it is,
it's so doable in a way,because at the core of you know
and this is just my own personaljourney at this moment is like
(40:03):
oh, the message that I have isso special and I know that
there's someone that needs itand I just, I don't know, let's,
let's talk about audiences fora second because I think that
that's a piece that we canreally kind of round out
everything that we've alreadytalked about here today and
really ground the message inthinking about your audience
(40:25):
first, or when does the audiencecome into play?
Because I know that, as creators, so much of us are selfish.
We're like, well, I want totalk about this or I want to do
this.
Do you do a bunch of researchin the topic you're going to do?
Do you create the book for theaudience or do you just create
and then find the audience?
What does that look like?
Speaker 2 (40:41):
I love this question.
So the very first thing I do ifI'm coaching anyone or we're
doing one of our bootcamps, iswe do an exercise around what
are your ideal book outcomes?
And this is going to answeryour question.
I'm just going to speak to itfor like 30 seconds, because
this is what's crucial.
So many people and I was one ofthem get to the end of writing a
book and you realize you wrotethe wrong book.
(41:02):
And when I say the wrong book,there's no wrongs, but I didn't
write the book for what I washoping it would do.
And then there's this awfuldisappointment at either it
didn't get read by a lot ofpeople or it didn't generate
clients.
So what we sort of look at whatare the things you would love?
So the the way everyonelistening can say, if I wasn't
going to magic wand, I was goingto do a book and I'm going to
(41:22):
weigh the magic wand, whathappens?
And then, if your answer is,for example oh, I would just
love to know I've educated andinspired people around my topic,
you know then that's going togive you information about how
big a role audience plays inthis.
If it's like I just want totell my story.
I've just had this inside mefor 20 years.
I just needed to, and thenyou're not going to think as
much about audience, because youjust need to get something out
(41:43):
of you, right, if you like a lotof our people that we work with
our members in Thought LeaderAcademy.
They want to.
They want to absolutely educateand inspire, they want to share
what's inside them and theyreally, really want to reach
exponentially more people thanthey've been able to reach
through social media algorithmsand their you know world of
(42:04):
people who know them Right, andthey want it to be revenue
generating and they want it tobe client attracting.
And so that is where I justpray anyone listening if you're
going to do a book and you careabout those things, make sure
you work with someone who'sgoing to give you the strategies
to put in the book, because Idid books that didn't do any of
those things and I've had somany people come and say, like
it didn't, dah, dah, dah, andit's because we really get to
(42:26):
reverse engineer.
So it's part first, it'soutcomes and then again, thanks
to AI, researching your idealperson has never been easier, I
mean, and I've got all kinds ofcool little prompts and tricks
for that, but I do thinkaudience is crucial.
If what your big outcome goalis is attracting people to work
further with you, it's cruciallyimportant that that book
(42:48):
becomes a love letter to thatperson, that it gives them a
transformation, that it letsthem know what you do, right,
like if you write a whole bookand no one even knows if you
coach and your whole goal islike wanting to attract people
to your coaching.
Like, not in a gross, I've readthose books, those
informationally I won't namenames because it's like, yeah,
I'm never going to throw awriter under the bus, but we
(43:10):
know those books, but throughstory, through authenticity,
through true value, and sothere's absolutely easy
strategies to get the outcomeswe want.
It's just I didn't know themand then you know that.
So just make sure that you, youknow that, you, that you find
those out.
And, like I said, audienceresearch is so fun because you
(43:30):
just go on AI and say you knowthat I, I serve men who stay at
home with their kids andhomeschool whatever you know,
and what are theirpsychographics and demographics
and you know what?
Where are they hanging out?
What podcasts are they mostlywatching?
I mean, it will generateeverything for you Done that's
incredible.
Speaker 1 (43:47):
Yeah, that's incredible, and I just I think
that audience is so importantand it's the piece that I'm glad
that you laid it out.
It important and it's the piecethat I'm glad that you laid it
out.
It's like it depends on thepath that you want to take,
because, at the end of the day,I think that for a while, there
was a big message out there oflike well, you just got to write
a book and it needs to eitherbe for yourself or for your
audience.
But it wasn't like this, likeno, what is your actual goal?
(44:08):
Like what's your intentionbehind it?
Because when you know that andyou think about it when you're
writing or when you're doingyour podcast or when you're
doing whatever it is that you'redoing in your content creation
journey, like it makes it somuch bigger than yourself, right
, it makes it bigger than whatyou just what you want to
accomplish.
And for me personally, thatgoal is what helps me keep
(44:29):
showing up on those days when Ireally don't want to write, I
really don't want to look at thenext edits or I don't want to
do.
You know the next thing that Ineed to do?
Speaker 2 (44:37):
Yes, oh my God, it's like we need that, that vision
of that person we're going to.
You know support and those andthose whys, you know those
outcomes and and then making itfun, you know if, if anyone like
is sort of don't write alone,we think of writing as this
cabin in the woods, monastickind of experience which, of
course, is just us, you know.
But we we have writing parties,write-ins, writing retreat like
(44:58):
you, you know find somecommunity and make it fun for
you so that you get a feelmotivated and inspired because
you're kind of running with apack, and also just making it
more fun, like I would have somuch more fun getting on zoom,
even though we're just going tobe quiet, push, mute and write,
but like to be able to say hi topeople and, you know, like a
little toast with our waterbottles and you know, and then
at the end saying dang, like I'mgoing to give myself a pat on
(45:20):
the back, like I wrote for anhour, like that's awesome.
Speaker 1 (45:22):
Yes, yes, oh, my gosh .
Community and accountability Ifeel like those are going to be
the words of 2025, because it'swhat I'm leaning into so much.
So I totally agree finding thataccountability and you know
leaning, totally agree Findingthat accountability.
And you know, leaning intosomeone like Sarah, like, like
your expertise and learning fromyou.
Going to your YouTube channeland actually we were talking
earlier about um you have abootcamp that actually just
(45:44):
happened when this episode goeslive, but you have another one
coming up, but you havesomething that people can take
action on today.
So can you tell us a little bitabout it's your seven steps to
write a revenue generating book?
Like, let's hear about that.
Speaker 2 (45:57):
Yes, so, just like I said, you, you want to write the
book that's aligned with youroutcomes.
So this guide is like my one Igive all our you know members in
Thought Leader Academy.
It's seven steps to writing arevenue generating, bestselling
book.
Right now, 100% of our authorsand I'm committed to this not
only finish their books, theypublish and they hit the
bestseller list.
If they do, you know each stepin our process and I am so
(46:18):
committed to that because youwant that credential too.
Right, it's like just, you knowwe're here with bestselling
author Crystal, right, you knowit's like you want to have that,
right, and so and so this guideis going to help you all.
Like use what we talked abouttoday.
If you feel kind of excited,inspired, like I might think
about this, it'll give you theprompts Like what are the book
outcomes, like what is that SSSagain, so you don't have to like
(46:38):
remember it and haven't takennotes all there for you, almost
like in a workbook form, and so,yes, that's there for everyone
and any of you that use that, wewill also gift you a ticket to
our next bootcamp.
Speaker 1 (46:59):
Like, as our, you know, get more support.
If this is something that'sexciting, you Okay Awesome, I
mean, and that's so generous.
Thank you so much, sarah Cause.
I know, like I have spoken tomany of you I'm not going to
call you out by names, but Iknow many of you have said I
want to write a book and so ifthis is like the universe, the
big magic tapping on you saying,hey, here's your sign that this
is doable and this isachievable for you, go check
this out, go get Sarah's freebieand then join one of her
(47:21):
bootcamps, because I think itcould be so much fun.
But, sarah, we're going toswitch gears for a second.
And I warned her.
I was like, okay, I'm going towarn you, because I don't always
warn my guests, but we havesome rapid fire questions that
are always super fun.
So are you up for those?
Speaker 2 (47:37):
I'm excited because I don't know what they are, and
this is going to make me like beon my toes, but I love, so
let's do it.
Speaker 1 (47:42):
Okay, so we just have three of them and they're super
easy, and the first one is whatpiece of advice would you give
to a brand new podcaster orsomeone that's a content creator
?
Speaker 2 (47:52):
Yes, so trust that what you have to share is unique
and needed right now, trulylike speaking into every time
you go, turn that microphone onand hit that record button that
you are really pouring into thatperson that needs, whether it's
like you 10 years ago or youhave someone in mind and really
trust we talked about today, youcould change someone's life on
(48:14):
that episode.
Speaker 1 (48:21):
I love it.
I love it.
This is so good.
Okay, the next one is what isthe dream podcast?
So it's a two-part question thedream podcast you would love to
be on and who is a dreampodcast guest you would love to
interview.
Speaker 2 (48:28):
Oh my gosh, I love okay.
So I'm just going to go and sayI'd love to be on Mel Robbins
because I'm just like loving hernew stuff and just so happy for
her with what's happening withOprah and all of that.
So I would say that would bethe one I would like to be on
and then to have.
Well then, I'm just going tolet it be Mel both ways, then
she can come on mine.
You know, I'm just like.
I mean just cause I could giveyou like an 800 person list.
(48:48):
But, um, yeah, I admire whensomeone shares the journey and
not just the summit.
And I feel like you know, a lotof times we get to see
someone's like I was living onthe street and now I have an
Island and I'm a billionaire andit's like it's, it's cool and
we're so happy for them.
But like she shows thein-between and the steps and the
(49:10):
and the stuff and the inner andthe outer.
So I'll just just to keepsuccinct I will say we'll go.
We'll go two ways.
Speaker 1 (49:18):
I love that.
I love that.
Mel is incredible too, so Ilove that, okay.
The last one is do you consideryourself a perfectionist?
Speaker 2 (49:27):
Yes, and I don't even try to protect you know what I
mean, like if my husband washere, we've been married like 24
years and I just you know, andwhether it's we call it type A
or perfectionism or anything, Iwill say, though I am, I am a
seasoned, like surrenderedperfectionist, and what I mean
by that is I can see thetendency and what I love about
(49:48):
it, the gift of perfectionismtendencies, is that you, you
really care and you want to makesomething world-class in the
details, where, of course, it'sa, you know, a detriment is when
we beat ourselves up and alwaysfeel like a failure and we
never measure up and we're neverso I do a thing called a win
streak, because the researchshows great leaders, you know,
build on wins.
(50:09):
Dan Sullivan's work right, andyou just, every day, you just
say, like, what are the threewins?
Like things I'm really proud ofmyself.
So I think there is ways to to,to combat the hard edges of
perfectionism while stillkeeping the, the big vision
which I'm all.
I'm just like I I'm going tojust keep going for it.
Speaker 1 (50:26):
I love that.
I love that you said asurrendered perfectionist.
I've never heard that before.
We've we've had so many likeI'm a recovering perfectionist
or I'm this.
I love the surrenderedness ofit, though, because it's so
beautiful and it makes it likethat much more profound, so all
of this was so incredible.
Sarah, I know that you're goingto continue to do amazing
(50:47):
things.
Do you know the title of yourbook that you have coming out
this year?
Speaker 2 (50:51):
Yes, so this 2025 spring is called the Millionaire
Codes, and as soon as that'sready, I will.
I will send over links, I will.
It's such a fun one becauseit's really got these sequences
that have been really only knownby super clinical nerdy
neuroscientists and I thoughtlike I just want I trained in it
and I was like I want everybodyto have access to these.
(51:12):
So we'll have a lot of freedemos, so you don't have to like
read them and do them.
It's going to be really fun.
Speaker 1 (51:17):
Oh my gosh, sarah, this I just.
You have so many fun things inlike 2025 just started and I
feel like you have all of thesefun things happening.
So if people are listening andwatching, where can they come
hang out with you, learn moreabout you?
What should they do now?
Speaker 2 (51:31):
Yes, come over If you .
I I'm really into YouTube.
I just love it.
It's where I like to go listento podcasts like yours and and
take in content and do things.
So our YouTube channel it's atSarah canal.
Author and um and S A R a C O NN E L L.
I know there's no H on theSarah Um, so come hang out on
YouTube.
(51:51):
If you DM me or send a commentthere, then we always have all
the you know, fun updates andpreviews and free stuff going on
.
So we'll, we'll, we'll, hookeverybody up.
Speaker 1 (52:01):
Okay, Awesome, Y'all go check out what Sarah is doing
.
Thank you so much for coming onthe show and sharing your
wisdom, and I mean this is to behonest just having a really fun
conversation, like nerding outabout book like this was so much
fun today.
So thank you for coming on theshow.
Speaker 2 (52:16):
I've loved every minute.
Thanks, Crystal.
Speaker 1 (52:18):
I told you by the end of our chat.
Sarah motivated me to be socurious about writing another
book, like what could this looklike?
And I had, whenever I finishedmy chat with Justin and we were
done recording.
We were just catching up asfriends and we were talking
(52:38):
about like oh my gosh, like Ihave this book, and he was like,
what's your book about?
And I was like, oh no, I don'twant to say it Because then it's
it's real right.
It's one of those things likeI'm going to speak it into the
universe that it's actuallygoing to happen.
But it was so great to have hadthat conversation with him and
then immediately talk to SarahLike I think it was within a few
(53:01):
days that we were having theseconversations and it was just so
profound to talk to someoneelse who is just as passionate
about writing and creating andsharing their message.
And I hope that you enjoyedeverything that Sarah had to
share today.
But I wanna make sure that yougo check out all the incredible
(53:22):
things that she is doing.
There are just so manyresources.
She has her blueprint, like theseven steps to write a revenue
generating bestselling book.
We're gonna have that linked inthe show notes, but she also
has the Game ChangerBest-Selling Book Boot Camp.
So these are happeningthroughout the year, so we're
(53:44):
going to link to those in theshow notes.
So, whether you're listening tothis the day that it comes out
live or months later and there'sa different boot camp going on,
please go check these out andget on Sarah's email list,
because it will help you.
If maybe you're like I don'tthink that right now is the
moment for me to write my book,but maybe it is in the next
(54:05):
quarter, maybe it is in the nextsix months, but I hope that
this episode inspired you tostep out of your comfort zone,
because writing isn't alwayseasy.
But as someone who's publishedtwo books and I think I have at
least three more ideas in melike it's hard but worth it.
It's that rewarding, just likeexhale, whenever you have
(54:31):
finished publishing a book andyou have the physical copy in
your hands, like there's justnothing like it.
To see an actual idea go fromjust an idea in your head to a
physical format is just sofreaking special.
So go check out Sarah.
Again, we're going to haveeverything linked in the show
notes.
I want you to check out all ofher fantastic resources and sign
(54:53):
up for one of her bootcamps,because I think that you're
going to learn a lot from her,but that is all I have for you
today.
So make sure you hit the followor subscribe button wherever
you are listening and watchingtoday and, as always, remember,
keep it up.
We all have to start somewhere.
What gets me really excited is having people on the
show that can help you inmultiple facets of your business
.
So not just your content or notjust selling your products or
helping you with your website ordoing this or doing that, but
someone that can bring so muchvalue to your overall journey.
(00:24):
Like that's when I just likereally light up and today's
guest is absolutely going tohelp you.
If you have been thinking aboutwriting a book, I feel like
we've had this through line forthe last few guests that we've
had.
You know, we had Justin Moorecome on and he was talking about
his book and all the things,and we actually talked a little
(00:46):
bit about my conversation, aboutI just have friends writing
books and I feel like that thisis like a tap from the universe,
like, hey, maybe it's time foryou to write your next
bestseller.
Well, that is why I was excitedto have Sarah come on the show
today.
So Sarah Connell is a five-timebestselling author and the
(01:08):
founder of the Thought LeaderAcademy, and she helps coaches,
experts and entrepreneurs scaletheir impact to create six and
seven figures by becomingbestselling authors and
in-demand TEDx speakers.
She's been featured on Oprah,in New York Times, good Morning
America Today, forbes,entrepreneur and TEDx, and I
(01:33):
hope that you enjoy thisconversation today because I was
super inspired by the time wewere done talking.
I was like, oh no, I thinkSarah just convinced me to write
my next book.
Like that's how inspiring thisconversation is today.
So I hope that you enjoy thischat, even if you're like I
(01:53):
don't really know if writing abook is in my future.
Please stick around and hearSarah's story and all the
powerful things that you coulddo with your content, because I
think it can really spark someideas for your podcast or your
YouTube channel or your emaillist.
So I hope you enjoy today'schat.
Let's get right to it.
Welcome to the Profit Podcast,where we teach you how to start,
(02:16):
launch and market your contentwith confidence.
I'm your host, crystal Profit,and I'm so excited that you're
here.
Thanks for hanging out with metoday, because if you've been
trying to figure out the worldof content creation, this is the
show that will help be yourtime-saving shortcut.
So let's get right to it, shallwe All right?
Prophet Podcast listeners, wehave a special guest on the show
(02:40):
today.
Welcome, sarah.
How are you?
Speaker 2 (02:43):
I'm so happy to be here.
Thanks, crystal.
Yes, sarah, how are you?
I'm so happy to be here.
Thanks, crystal.
Speaker 1 (02:46):
Yes, it's going to be so much fun.
We were chatting right beforewe started recording that
Sarah's in Chicago, where it islike it's snowing as we're
speaking and it's trying to snowhere in Texas and I'm like go
away, Like we don't want any ofthis.
Speaker 2 (03:01):
I've signed up for it , being from Chicago, you.
That's not fair.
No, not in fact.
Speaker 1 (03:05):
No, no, we can't.
We like as, like Texans, wethink that we're like, all big
and strong, we can handle this,and then you put just a little
bit of snow on the ground andwe're like we can't deal with
life at all.
So that's really truly howwe're built, totally.
But, sarah, we are here todayto talk about books, book
(03:26):
writing, book marketing, and Iam so excited about this topic.
But before we dive in, can youtell us a little bit about your
journey?
How did you get into bookwriting, book selling and doing
all the things you're doingtoday?
Absolutely so.
Speaker 2 (03:40):
I really did.
I was a kid that loved to readand I liked to write.
My grandmother bought me a, ablank book like a journal, when
I was quite young and I wouldlike write really bad poetry and
draw bad pictures, you know.
And but I, I loved, I lovedjournaling, you know.
So it was always definitely aninterest.
And then I cause I read lots ofbooks and watch movies learned
that the way you knew you weregoing to be a writer was that a
(04:01):
teacher would take you aside andtell you you were special and
sort of you know, knight you insome way, and that's how you
knew.
And when that didn't happen, Isaid, oh, I didn't understand
any of this consciously, butreally what happened is?
I said, oh, I guess I'm notallowed, I'm not good enough.
So I mean, it's wild to lookback and think as young people
we could do that to ourselves.
Right, it was.
(04:22):
I just said, oh, I guess that'snot for me, I'm not allowed to
do that.
And then I went to college andread other people's books, you
know, became an English majorand got a job in advertising,
because that was a you know sortof adjacent to the creative
stuff I wanted to do.
And unfortunately, I enteredthat advertising agency at the
height of the Me Too era Notthat this is new news but it was
(04:43):
really, unfortunately, a superabusive, toxic environment, not
just for me but for many womenthat work there.
And so I really entered acrisis.
I was 23, supporting myself, 22, 23.
I wasn't asking to go back andhave support from my family, but
(05:04):
I certainly felt very trapped.
It was like this is what I amgoing to do to pay for rent and
buy food, and um, and I didn'tknow what to do and I really
spiraled into a pretty severemental and physical health
crisis at that point.
And one day I was flying backfrom Boston to Chicago, where I
had taken this job, and, um,they were calling my flight and
I found a book in the airportbookstore and again, books were
(05:26):
the like escape, solace, comfort.
I didn't have time to readanything.
I just randomly grabbed thisbook called Holy Hunger by
Margaret Bullitt Jonas, and noone I've heard of, no one
anyone's heard of, you know,it's just this book and I got on
the plane and I read the wholebook in one sitting and by the
time I finished I just knew Iwas leaving the job, I said,
(05:47):
like I might, if I end up on thestreet it is going to be better
than if I keep going to thisjob.
It's going to kill me, like Ijust knew it was it was.
It was that bad Right and so I.
Her story wasn't about workingin an advertising agency and you
know sexual trauma.
It was about a woman who hadgotten into a really serious
(06:07):
mental and physical healthcrisis, like mine, with food and
eating disorders and all ofthat and what she did to get
better.
And that was this incredibleturning point.
I truly credit that book assaving my life, not just
metaphorically like literally.
And I was able to leave.
It was terrifying because I waslike I still don't know how I'm
going to support, but you know,there's all that stuff going on
(06:28):
, but I was.
I was able to to, you know,start a new life, and I remember
it also taught me that that'sthe power of someone's story,
whether we share that on apodcast, whether they share that
on a stage, whether we share iton a YouTube video, whether we
share it in a book.
Like she wasn't Brene Brown orMel Rod, you know someone who we
know their name.
(06:48):
It's like a woman sat down andshared.
You know, this is, this is whatI've been through and here's
what could work for you.
And and like I didn't diebecause of it.
And so I made a vow at thatmoment I just said I don't know
what's going to happen, Iprobably won't be successful at
this, but I am going to pay thatgift forward.
I'm going to write books thatcould potentially help someone,
if there's any way, if I get outthe other side of this alive,
(07:11):
I'm going to pay that forward.
And um, and that that led to afirst book, and I was very
blessed to get on Oprah and theNew York times.
You know all this amazingthings.
And then I said I'm devotingthe rest of my life to helping
other people that have thiscalling.
You know you have a story thoseof you listening you know.
You know if you have a story, amethodology, a way that you see
(07:33):
things, something that morepeople need to know about than
probably currently know aboutyou.
And I just said that's what I'mdoing the rest of my life and I
have never looked back and it'sbeen the greatest gift ever to
get to do this work.
Speaker 1 (07:46):
Yeah, and I think it's so beautiful too when it
comes to writing, because it's agift that I believe that you
give yourself and, like, whetherit's purging thoughts and
emotions or, you know, sharingyour story.
But you're also giving thatgift to your audience in a
really beautiful, special way.
But I want to go back to you.
Know you have this desire, youknow you have this dream and
(08:06):
you're like, okay, I'm doingthis.
It's kind of like you're.
We have those like really proudmoments where, like, I'm so
happy that I took this path inmy journey, I zigged this way
instead of zagging that way.
But I want to circle back tothat moment where you're sitting
down to write.
You're like, okay, I'm going towrite, but you did you have
that thought creep back in ofthat little girl who was like, I
(08:28):
don't think I'm the teacher'spick for this.
Like, walk us through that.
Speaker 2 (08:32):
Every single day.
And you know what, most of thepeople that I have the gift of
coaching because none of thepeople we coach are they're not
writers, right, like the peoplein our thought leader Academy
people I've gotten to have thegift of supporting.
So people in our Thought LeaderAcademy people I've gotten to
have the gift of supporting theyare called to a mission, right
In some way to touch lives,change lives, and then it's like
a book, is a vehicle, like apodcast, is a vehicle, like
(08:53):
these other things are, and it'slike the I call it teacher
trauma, like some people haveteacher trauma, and it's like a
teacher you know.
Or we had one of my clients, myfirst clients, her father at
three years old, when she madehim a birthday card, got out a
red pen and circled all hergrammatical mistakes Like it
makes me cry, actually, becauseshe was so convinced for the
(09:13):
rest of her life that shecouldn't write.
Because this memory right, andsometimes it's like mine, which
was an omission, it wasn't likesomeone said you're garbage,
it's just they didn't say you'respecial and that's what I saw
in all the stories is likeyou're supposed to get told by
an authority figure that you'respecial and be given permission
to do this thing, and so and so,every day I sat down that I
(09:33):
call, the gremlins werescreaming.
You know you're terrible, youhave no talent, you know, I mean
, it was monstrous and it is forso many, which is why our all
of our coaching is mindset-based, like we use neuroscience
literally to to dissolve thoselimiting traumatic beliefs,
(09:53):
because that's what it takes,that's what's in the way of so
many of us.
Whatever our gift is, our bigmagic, you know that we're
bringing in, and so the way Imean I slogged through.
You know, I don't know whatreally kept me going, except
that book that did that for me.
I kept thinking, well, what ifshe gave into that voice?
What if Elizabeth Gilbert justdidn't write Ypres?
You could all insert a favoritebook, right?
And I've met some of theseincredibly well-known authors
(10:21):
now, and not one of them notMaya Angelou, not Brene Bratt,
not one of these people has saidthey totally believed in
themselves and other peoplebelieved in them and they had
total confidence.
It doesn't happen, even for truegenius People that we've
established in the world arelike geniuses, right.
And so the only thing I can say, if anyone's listening is that
and has this feeling.
It's not you, it's not personal.
(10:43):
This is the inner critic.
We can call it the saboteur,carl Jung, the inner critic,
steven Pressfield, has a greatbook called the.
Instead of the art of war, it'scalled the war of art and the
whole book is basically aboutthe minute you say yes to
bringing something really realfrom your soul, like you're
going to get hit with it, likeit's coming for you to tell you
you can't, you're too old,you're too young, you didn't get
(11:04):
good grades, you didn't go tocollege, whatever nonsense, and
none of it's true.
But we believe it, and so I.
I learned so many great.
I mean, it took me on thepersonal growth path.
That's what's funny aboutwriting a book or anything right
, creative endeavor.
It's who you're going to become.
(11:27):
You know, and I thank God foundpersonal growth books and
mindset books and neurosciencebooks and really rewired my
whole brain.
Speaker 1 (11:30):
Yeah, yeah, this is incredible.
Well, I mean, you name droppedElizabeth Gilbert and you said
the words Big Magic, so I'mhoping that you have read the
book Big Magic.
That is the audio book I havelistened to probably seven or
eight times and I go back to itover and over again if I get
into this like creative block.
So, yes, love it.
Speaker 2 (11:52):
Love her and I think the reason that book resonates
with so many of us is becauseshe does like Steven Pressfield
in the War of Art.
She acknowledges that, likefear is going to come and try to
kick your butt and talk you outof it.
200 million people in Americaright now say that they have a
book in them.
They kind of go oh, whetherit's a family story, a memoir, a
(12:15):
leadership book, a business.
And even though there's lots ofbooks, a fraction of people are
going to actually do that andit's mostly because not because
they're not talented, capable,worthy, have something important
to share.
Because those are the things wetell ourselves, the lies.
It's because we believe thelies.
(12:41):
It's not actually everything canbe learned Growth mindset, it's
like writing is a skill thatcan be learned and it's not.
I'm not saying it's easy, I'mnot saying that I'm starting
book number seven this week,okay, so, um, it's very exciting
.
It's like the new, you know thenew project, and it definitely
gets easier.
If you're listening the firstone, you're going to have more
of that junk because you haven'tgone through to go.
Yeah Well, you can say that,but I'm, but I'm holding my book
(13:04):
here, you know, and I did it,but it's still.
It's still there's that innerbattle.
Speaker 1 (13:14):
Yeah, yeah, oh, my gosh.
I mean you're speaking to me,like you're speaking to me
personally, but you're reallyspeaking to this audience,
because I think that where a lotof people see themselves as
they know, they have thatmessage like if they're
listening to the show they haveshown up and they're like I know
I have it, I know it's there.
I'm trying to figure out themedium to pull it out of me.
A lot of them have alreadychosen podcasting.
We have a lot of seasonedpodcasters in our audience and
(13:34):
they're like okay, well, I'mhere, sarah, like I'm already
showing up in maybe a podcast,maybe a YouTube format, like
whatever that is, but a book,come on, do I really need a book
?
Because then then what happens,I feel like, with creators
today is they get in thecomparison trap of yeah, I'll do
(13:55):
that when I have a millionfollowers or I'll wait until I
have, you know, 50,000 Instagramfollowers, and then and then,
maybe, maybe, but I'm not thereyet.
I'm not big enough enough,enough enough.
So I'd love for you to speak tothat person that's really
struggling with that today.
Speaker 2 (14:12):
I'm so happy you presence this because, at least
for me, every time there's a newvision, a new vista, a new
level, this same thing, and so Iactually just did a piece of
content around.
Whatever you're tellingyourself you're not big enough
for is actually your 2025 vision, like, like, just what if?
(14:33):
Because and the reason I saythat is because I do this I
watched myself, as I'm you know,it's January making my goals
for the year and I would go, oh,I'm not big enough for that,
I'm not, I'm not, I'm not.
You know a big enough name orbrand to, you know, launch this
YouTube channel or whatever itwas.
You know like these differentthings over the last few years.
So I love that you've pressed,because it's another one of
those seductive lies ofresistance I want to share.
(14:56):
People ask me all the time andI've done YouTube videos on you
know, do you do a book first orpodcast first, a book first or a
TEDx talk first, a book or abusiness?
And it's like a chicken eggconversation.
You know that comes up and it'sa good conversation to have,
and what I can say is you know,the order is is not super.
Like, if you want to go big ona podcast, then you've got a
(15:16):
built-in audience for a book,right, and that's awesome
because you know otherwise, youknow you want to be able to have
some people to share this bookwith right, and you can also use
a book to open doors forgetting bigger guests on a
podcast or growing an audienceon a podcast.
So here's, here's how I like tothink about it.
Notice, right now it's whenwe're recording this, right,
(15:37):
it's early in the new year of2025.
And this month, brene Brown ohno, sorry.
Martha Beck, who's like Oprah's, you know life coach from Oprah
magazine.
Mel Robbins Um, many of us, youknow, probably have heard of
Mel Robbins.
And, um, gabby Bernstein youknow big, you know all of them.
New York times bestsellingauthors multiple times over.
They all launched books thismonth and Eckhart Tolle did a
(15:58):
relaunch with Oprah of one ofhis books.
Okay, it's like none of thesepeople need more visibility,
none of these.
You know what I mean, but theyuse the books.
I think of the book as a flag inthe ground, and the stats are
that the average adult right now, the attention span is 2.9
seconds.
That's what we've done becauseof being on these all day.
(16:18):
Right, that's what we've doneto ourselves and our brains.
And then people say, why areyou going to write a book if you
can't read a book in 2.9seconds or listen to an
hour-long podcast in 2.9 seconds?
But here's the cool thing.
I was like, why are all thesebig-name people like, the minute
they get their next big idea,they run and write the book Like
that's like they immediately goand new people do the same,
(16:39):
right?
So why?
And it's because and I did getresearch, because I am a data
girl and I like I like facts andstats the brain can process in
1.8 seconds your book cover,your name and that you're an
expert in that topic.
It's like a level ofcredibility and immediate
authority, whether that shouldbe true or not, because I mean,
(17:00):
you could write a crappy bookand you know whatever.
Anybody could, I guess.
But not the way we'll help youdo it here with Crystal and I
will have you do that, but, um,but so what happens is whether
you have a podcast first ordon't, or you have a, you have a
TEDx talk first or you don't.
Whatever someone does the book.
What happens is first youimmediately, whether you're an
unknown emerging thought leader,creator, or you're a celebrity,
(17:25):
immediately anyone that seesthat book in 1.8 seconds, so
under the attention span barrier.
I think of it like when peopleare trying to break the speed of
light with aviation, right,it's like it's the attention
span barrier we got to break.
So in 1.8, and this isresearch-based someone will know
who you are, what you're about,you're the expert and they will
(17:48):
start to trust you and we're ina trust recession and they will
start to see you as the go-tothought leader on that thing.
So even these people that aresuper famous, they want to write
the next book on their new.
Let them like Mel Robbins,right.
And so it's so cool because itworks in both directions.
If you're really well-known, itgives you a reason to go on all
the podcasts again, the TVshows and do all your thing.
And if you're emerging and youaren't known yet, it's such a
(18:11):
phenomenal way to you're goingto cut the, the trust, recession
stuff, because someone's likewell, you had to sit down and
put all those ideas somewhereand they can safely try you out,
you know, and so for, for.
So for people to say, oh, I'mnot big enough, like I did the
book first.
Why no audience?
90% of people that we work withhave no social media, no email
(18:34):
list, have maybe like oneperson's listening to their
podcast, like I mean, I'm not.
It's like.
And then the book is is thedoor opener, because people love
to have guests on the show witha new book they have in the
media and podcasting andconferences keynotes, because a
lot of our clients want to getpaid to speak, they want to
monetize their podcast.
So, like the book, is thatvehicle for all those.
(18:56):
We call them the doors, likethe seven doors.
And so that's a long-windedanswer, but I love the question
because it will either get youthere faster and if you're
already big, then of coursethat's why people keep doing it,
but you don't need to knowanyone.
No one knew who I was writingthat book.
Speaker 1 (19:15):
Yeah, well, I mean you hit on so many incredible
points.
I mean, first, I love that youbrought up all these prolific
writers that are continuouslyputting things out, because
people are saying like well,who's reading books these days
and who's doing this?
And I'm like I'm reading books,I'm buying books, like I
actually I even forgot Ipre-ordered a book the other day
.
I got this package on Amazonand my husband was like what'd
(19:38):
you order?
And I was like I don't knowwhat is it.
And then I opened it.
I was like it's a book that Iordered like a few months ago
because I'm a pre-order gal.
Like I'm that loyal personthat's like you tell me about
your book.
I'm going to support you inthis big way and pre-order your
book.
Like pre-orders are life forall you authors out there if you
didn't know this.
But the thing that I love aboutspeaking about people in this
(20:00):
way is like you don't have toput all of these writers on a
pedestal, like it is absolutelyachievable.
I've published I'veself-published two books on
Amazon and there is somethingweird about it.
Like I show up on podcasts andI do these.
You know I speak on stages andI do this, but the book is still
what impresses so many people.
(20:22):
And it's so strange to me, likeit's it's great, but it's also
like.
And it's so strange to me Likeit's great but it's also like,
really Like this is the thing.
This $20 thing Cause it's notlike it's $2,000 to sit down
with me and do one-on-onecoaching it's not this.
It's this $20 packaged all ofmy ideas and it's all laid out
in this beautiful way.
So I totally agree with whatyou're saying, like there's just
(20:43):
there's something magical abouta book and I think it's just
really cool.
Speaker 2 (20:47):
We have a client launching next week and so you
know she's been in pre-order andyou know getting on the
bestseller list and all thatstuff and and she messaged me
today and she said, because Ishe's like Sarah, because I'm in
your community and coaching,where there's like we're all
writing books and she's like Iused, I start to kind of feel
like okay, everyone has a book.
And she's like people arelosing their mind.
They're like, oh my God, youwere like all these people, like
(21:09):
all of hers, and they're likeso impressed and she's like I
mean, she's like I am so proudof this and so excited and it's
her first one and all that.
But she was also still like,but I mean, in her world she's
like you had to sit there,crystal, you know I'm sure it
wasn't easy to make the time andmake the commitment.
It's a big and Mel Robbins was.
(21:32):
I listened to her and she'slike I'm not doing a book this
year.
She's like I'm so glad I did itand I'm not doing another one
this year.
You know, I'm having a becauseit's a big deal, but my gosh, is
it worth it?
Right On the other side you getpeople's react.
You're like okay, thank you.
Speaker 1 (21:47):
Yes, yes, and I cannot wait for her book to come
Like they'll, let them like it,just it's.
It's one of those books.
Like I listened to her she wason Amy Porterfield's podcast
recently so we'll make surewe'll link to that Cause it was
such a special interview.
It was right after she hadtalked to Oprah and Oprah's team
and everything, and it was justso cool to see the behind the
scenes of her having a dreamfulfilled because of a book.
(22:11):
Like that's the thing that Isee.
It's like whoa, she never wouldhave had this opportunity to
sit down and have an interviewand be on Oprah's podcast if it
were not for this book.
So I think it's one of thosethings that people, again, we're
beating ourselves up about,saying we're not enough, we're
not smart enough, we don't haveenough experience, we don't have
blah, blah, blah, blah, blah.
We could keep going.
(22:32):
But at the core of books, Ijust think about stories.
Back to what you were sayingearlier, it's that storytelling
aspect.
Speaker 2 (22:40):
So it's so beautiful Having someone like whether the
goal is to be on Oprah, which is, like you know, wildly exciting
, and you know, also likereaching people that would never
find you, I mean, that's what.
So another, another client wentvery resistant.
She was like Sarah, I just Idon't think I want to do a book.
She's at nutrition, functionalmedicine.
She's like I don't like writing, it's not.
But she kept like sort of beinglike oh, I had this kind of so
(23:09):
she hers launched in October andum, and she's had people like
she had someone this week whocalled and set up a discovery
call and stepped into her likehigh ticket program and she said
I know you told me this wouldhappen, but I'm still like I
can't freaking believe thiswoman.
She's like how did you find meon social?
She's like no, I was on Amazonand I saw your book and I read
it and I just know I want towork with you.
And she's like what Like that,can you know?
Cause she's I know you say it,but you're a book girl, you know
(23:30):
.
So she's like I'm not at thatmuch of a, but that's why we do
audio.
Um, and what's funny, too, isbook sales are exploding right
now in audio book sales becauseexactly what I was going to ask
you about.
Yeah, yeah.
So there is a lot of data thatsays, in times of economic
(23:50):
contraction, political, you knowwe'll call them lots of
feelings of political angst, umand um and big world events like
wars and things that um, booksales really, really jump.
And the reason?
A reason is twofold.
One is that people are beingmore mindful about finances and
(24:12):
so they feel like I'm going toread this book and really see if
this person has an idea,methodology, like, and then I'll
know if I want to.
Like what happened, you know,with this client, you know she,
this woman's vetting, she's notjust like getting on a discovery
call.
She wanted to like really seewhat these experts are about and
is it a good fit, which isactually awesome for your sales
cycle, because if someone callsup and just said, oh, I'm ready
(24:32):
to work with you, like they,they've already read your book,
they know your methodologies andthey're just like, I just want
to do this work now, so that'sgreat.
Um.
The other, the reason isbecause, um, there is this trust
(24:54):
recession, like I said, andpeople have gotten really burned
over the last couple yearsbecause they signed up for
courses and you know very justlike impulse buys and they
didn't again take a deeper lookat like who.
So the, the, what people arepredicting for 25, based on the
end of 24, is that people aregoing to be investing in experts
, coaches, you know, mentors whothey have a relationship
feeling with, versus atransactional.
So it's less like what resultare you getting me?
Of course, that's so important.
What product do you have?
(25:16):
It's now like who is it?
And Simon Sinek wrote there's avery famous Ted talk where he
talked about people don't buywhat you sell, but why you sell
it.
Some of you might've heard thatand I think in 2025, what's
going to happen is they're notgoing to buy what you sell,
they're going to buy who createdit.
And a book is a way for someoneto be like you're not now just
(25:37):
on a call or giving me a bigslick sales page.
You know I'm going to reallysee what what you're about,
cause you're going to hear yourstory and I'm going to have to,
you know, like really really geta sense.
So it's a really interestingtime.
You know my like people bookagents are like I know it's not
good to say it's great thatthere's all these challenges in
the world right now, but likeit's great for books, you know,
(25:58):
is if you're thinking aboutdoing one in 25, it is a really
good year.
Someone like you, crystal, likerepublish or do if you haven't
done an audio book of one ofyour printed books.
I mean people binge audio books.
I do.
Yeah, I listened to him on liketwo point speed.
If it's like a business book orso, I just want to like get it
in.
I mean, people are it's it's.
I've made so much more even onaudio book sales and royalties
(26:20):
sometimes than the printed booksof some of the books, because
people we all know we can drive,work out, walk around, do the
dishes while listening tosomething inspiring.
Speaker 1 (26:29):
Oh, this is so like.
This is such a great time forme personally to hear this
message.
But also it's like, sarah, Itold myself I wasn't going to do
a big project this year and Itold you we had another
interview earlier and we weretalking about a book and I was
like, oh, like I feel like Ifeel like this is the universe
tapping me, like Crystal, youhave a book inside of you and
(26:51):
I'm like, oh my gosh, no, no, no.
I said I wasn't going to do it,but then also it's so, it's so
inspiring, like just listeningto you and like have all these
great examples of why it isimportant and I do believe that
it is extremely important tohave all of what you are already
have in your brain right thethings, the messages that you're
sharing, the passion that youhave for the project you're
(27:13):
working on, or the communitythat you're helping and being
able to share, that Our otherguests that we had.
He talked about legacy and it'ssuch a beautiful thing for you
to have a, because a lot ofstuff I don't do is physical
Like you can't hold my podcast.
I mean, you can hold the devicethat has it.
You can't hold my YouTubechannel but you can hold a
(27:33):
physical book and man.
In this virtual world that welive in, it is so dang special
to have that in your hand toshow your kids, show your family
, show your mom.
I love showing my mom, likehanding this very first book
copy that I ever wrote and handit like look, it's like mom,
like my name it's printed, it'son this book and it looks so
(27:54):
pretty.
Like cry with me please.
Speaker 2 (27:56):
So it's making me cry because it's like, yeah, it's
such a huge moment.
There's a neurosciencetechnique called an anchor image
and it's actually in the bookthat, the book I have coming out
in the spring.
It's called the millionairecodes.
So great for a profit.
You know it's like what arethose things to do, that
subconscious reprogramming?
You know that that I wastalking about, just as we just
did a whole book on that with acolleague who's a neuroscientist
(28:18):
and one of the.
You pick an image like what'sthe moment for you?
Not like just like your books,not a bestseller that could be
it for someone, but like maybefor you the moment is like you
being with your mom and feelinghow proud she is and like having
those tears of just fulfillmentand your legacy and and we can
pick an anchor image.
So if you're listening andyou're sort of like, even if
(28:39):
it's a far off vision or it's athis year vision, like, you pick
an anchor image of like what'sthat moment when it's going to
like really hit you.
Yeah, that you did this thingand what.
What is cool is if you startjust playing it like a little
movie every day, you play thatanchor image, a little movie,
you'll start.
Suddenly your subconscious isgoing to start, like you know,
feeding you the ideas, theinspiration, the right people
who know how to help you get itwhere you want to get it, and
(29:01):
it's it's so.
That's so beautiful, like yousaid it is.
It lives beyond us, like myYouTube channel is not going to
live beyond me.
You know, like I love it,freaking love YouTube, you know,
but it's like the books feel.
You know, like the tangiblenessand on a real practical level,
crystal, since we're about, youknow, profit and podcasts, there
(29:21):
is a technique I've beentesting with some of our clients
because I got inspired by awoman I met, a technique I've
been testing with some of ourclients because I got inspired
by a woman I met.
And in 2025, if you all have abook or you're going to do one,
there is going to be a hugeopportunity to go back to really
old school direct mail, likemailing your book out to
potential clients, those of youthat coach or do other things,
(29:43):
if you have a law practicemailing that book or having
strategic partners, like we havea client writing a book for
people whose partners are goingthrough cancer treatment and so
she's going to have that in thetherapist's office, in the
doctor's offices, in thehospitals and, and it's like
that is so rare now becauseeverything's virtual, yeah, and
(30:05):
it's like the, the like, thepreciousness and uniqueness of
like, and I have these fun goldbubble mailers.
You know we like mail theclients.
This woman generated sevenfigures in one year off just
mailing the books to potential.
I mean a million dollars a yearoff her book with a heartfelt
note to people like who mightneed her services, right, and so
I know it sounds so unsexy andold school but, like your point
(30:28):
of, there's a specialness.
Speaker 1 (30:29):
There is yes, like, and I mean it's.
It's just like holding it inyour hand and having it be there
.
And I know that there's peoplethat are listening and they're
like y'all, this sounds great,like everything you're saying,
it sounds fantastic.
But I'm barely like trying tokeep my podcast going or I'm on
this content hamster wheel andI'm like I'm trying to fulfill
(30:50):
the commitments that I'vealready made and now y'all are
trying to motivate me and to doit a book too.
Like what are you doing to me?
So I want you to talk to thosepeople that maybe we're not
talking to beginners, right, ifyou're a beginner listening to
this, like, come back andrevisit this when you have a
little bit of a back catalog.
But for those of them that arelistening and they've been doing
a podcast maybe they've beenpodcasting for a year, you know
(31:15):
24 months and they're like well,where do I start?
Because I already have thiscontent Like it's.
They're not starting with likethat blank cursor that's
blinking at them saying youdon't have any ideas.
They have ideas, so let's walkthrough what that could look
like for them.
Speaker 2 (31:31):
Yeah, well, I'm so excited to be just with you all
in this audience because I havethis, this cool framework for a
book that could be really fastto put together.
So those would be like I don'thave any bandwidth to add any,
like you said oh don't give meanother big project this year.
I couldn't believe.
I was like, am I really doinganother one?
I was like, yes, and it'scoming.
The big magic has tapped.
So those are the things thatit's tapping us.
So here's what we do.
So I want to um something Iteach in our, our um book
(31:52):
bootcamps.
Right, um is a three-partframework I just want to review
here, because you all could usethis for any kind of content,
that I want to give this to youso you could use it for anything
.
You want to create a video, apodcast episode, even a book,
and then I'm going to share thesecret one that I never teach,
because it's just for peoplethat have a podcast.
So that's this group.
All right, so it's called SSS.
(32:15):
So hopefully you'll rememberSarah teaching you SSS.
There's three S's and this issuper fast.
The first S is your story.
So this is where you're goingto get someone out of their head
which is where we have skeptic,trust, recession, fear, stuff
into their heart and you justget to share like the origin
story, really like a superhero.
Batman's parents were killed,you know, behind the movie
(32:36):
theater.
He grows up to protect peoplefrom crime, like there's a
reason we all do what we do,there is no access.
If we're on purpose, if we'redoing what we really feel called
to do, there's a, there's areason.
It might not have been a traumalike Batman, it could have been
a revelation and inspiration,it could be anything, but
there's a reason and so sharinglike that, even if it's a short
video, this would be very quick.
(32:57):
If it's a book, you know youcould take a nice long chapter
and you really share the originof why you've come to care so
much about this topic thatyou're going to be teaching on
and sharing about and the andthe cool stuff you've done about
it.
You know people want to know,like that you've got some
expertise, whether a livedexperience, or some of you are
experts, you've worked in thisfield, you've whatever.
(33:17):
So that's your story.
Because when I get into theheart and someone wants to
identify with you and say like,oh, okay, like Crystal's been
here and she, she knows somethings, that she's a high
schooler to my middle schooleror whatever it is, and then in
the second S, we zoom out and weshow the situation is what I
(33:38):
call it like the situation ofwhat's happening in the world.
So maybe there's a book calledProfit First by Mike Michalowicz
, who basically he told hisstory of starting these
businesses, making all thismoney on paper, keeping nothing.
His marriage is in crisis, he'snever seen his kids, his health
is suffering, and so he tellsus, like story, right.
And then you know that, youknow he's obviously figured out,
(34:00):
you know a different plan.
But then he zooms out and heand he shares hey, by the way,
I'm not some like loser thatjust couldn't get it together
Like a high percentage, like themajority of entrepreneurs have
the same problem.
They make money, they keep none, they have to reinvest in team
and systems and tech and yourpodcast, and you know the book
and all the.
So that's the zoom out to say,hey, look, this is, this is a
(34:20):
thing for a lot of people.
You're not alone.
And so you help someone feellike I'm not alone and also you
show them the stakes of if Idon't do something.
So he's basically, if you don'tchange the way you do, money
you're never going to, it's notgoing to, just fix itself.
You know and, and, and this canapply to anything that we all
offer.
You know you, I'm Crystal, I'msure you podcast things.
It's like, look, you've got todo some things to to get this up
(34:42):
and running Right.
And then in the rest of yourpiece of content your video,
your talk, your podcast episodeor the book is the third S,
which is the solution, and thatcould be a bunch of chapters.
It could be a five minute restof your video, it could be you
know the rest of your podcastepisode and you could do many
versions.
Like in a book.
It might be like a big pictureof what you do in the world but,
(35:05):
like I'm sure we all have coolsolutions to all kinds of you
know, little micro solutions andthis framework it just makes
content creation so joyful.
Like, if I get asked to do atalk today at six, I will do an
SSL because you'll always knowyou'll give value, you'll
connect through a story, you'llshow people the situation and
(35:25):
the stakes of, like what's goingon and then you give them a
nugget you know, a win.
And so this is why it took me.
So I didn't make this up out ofnowhere.
I reverse engineered 100 NewYork times bestsellers 100
because I couldn't write.
So I was in my stuff Like Ican't write, I'm not good enough
.
So I productivelyprocrastinated is what I call it
(35:49):
and I said, well, what are allthese books that I love?
What did they?
What did these books do?
And every single one of themdid some version in some order
of SSS.
And so I made up that frameworkand it used to take me three
years to write a book.
It was so and it was so envious.
I saw people putting on a book ayear and I felt like how, if
(36:12):
it's heavy research like the oneI'm starting now is going to be
a more heavily researched book.
So it will take me a good bitof this year, but all the ones
I've written recently I've beenable to do with a child, running
two businesses in a 23 yearmarriage with parents and a dog
and like clients.
And you know I mean there's notime, there's no time ever to
write a book.
It's ridiculous, none of ushave time.
But because of having aframework, it just was like oh,
(36:35):
now, here's the secret.
I promised a podcast version.
If you want an even easier one,you still use SSS.
Think of, like the theme thatyou're obsessed with in your
podcast, share a story, what arethe situation, and then you
could take your best episodesaround that theme where you gave
solutions.
If they're not alreadytranscribed, you know, use
(36:56):
there's lots of free AI softwareand everything.
You transcribe them and polishthem up and those are your
solution chapters.
So we've had people write abook in you know a couple of
weeks because they had a greatpodcast and there was.
You want to pick a through line.
You know you could do a best of.
You could certainly do that,but it's kind of cool to you
know.
Pick like you probably have abest of.
(37:18):
You could certainly do that,but it's kind of cool to you
know.
Pick like you probably have apodcast on lots of different
topics.
You know even it's in yourniche but there's a lot of
different things.
So what's kind of the journey,you know?
Or transformation, you want totake someone on and that's where
you get like a real win forhaving put in all the time
you've put in on your podcast.
You turn that sucker into abook.
Speaker 1 (37:33):
Sarah, I am both so like my mind's blown, first, and
I'm also.
I'm mad at you and also likedang it.
I have to do this like youbecause you did.
You just reminded me.
You're like, oh, I have so muchgood content, like I'm so like
you do.
The only and of course, youknow the argument that I can
(37:54):
make and everyone that'slistening is like yeah, but time
, but time but time.
It's like no, no, no.
If you have been doing this,like we live in a time when
we've never had more accessibletools at our fingertips than we
do today, and it's kind of likeall your excuses are gone, like
they are gone.
Speaker 2 (38:12):
It's and I love Christian, you're bringing it
because the time it's such a,it's such a torturous like
feeling of I I'm excited, butyou look at your and again I
have I have coached women, aresingle moms with three kids it's
like, and it's like we're goingto get this book done now.
Another little hack just foryou and anybody, um, because
again we have all these greattools.
Now I wrote my last book.
(38:33):
I did a whole.
The whole first draft of thebook was while I was working out
or or I'm driving to pick up myson from school and I would
plant my phone with thedictation app open and I would
dictate the.
For now, that's not the finalbook obviously but not starting
with a blank.
It took it took months of timeoff that that I don't use AI to
(38:58):
write the content.
I write my own content becauseI want it to be my stories, my
voice.
I love AI for research and alsoAI can transcribe and it can do
those situation points I usedto.
People used to have to go hireresearch assistants.
No, it's free and it'll be donein two minutes on chat, gpt or
perplexity.
It's like tell me the stats on,fill in your topic best most.
I like the prompt, give me theastonishing statistics and most
(39:21):
inspiring facts on and you pickthe problem you solve or the
thing you're teaching, and Imean it's nuts, like in in
seconds you have everything youneed for that part of your done,
done, footnoted, creditedscores, like it's just crazy.
So you really I mean if therewas ever a year when it was more
doable than ever, it's now.
Speaker 1 (39:42):
Oh my gosh, sarah, like I said, I'm like I'm loving
you and hating you all at thesame time because you're taking
away all of my excuses and I'mlike, okay, like this might be
the year, I hadn't planned on it, but this I mean because it is,
it's so doable in a way,because at the core of you know
and this is just my own personaljourney at this moment is like
(40:03):
oh, the message that I have isso special and I know that
there's someone that needs itand I just, I don't know, let's,
let's talk about audiences fora second because I think that
that's a piece that we canreally kind of round out
everything that we've alreadytalked about here today and
really ground the message inthinking about your audience
(40:25):
first, or when does the audiencecome into play?
Because I know that, as creators, so much of us are selfish.
We're like, well, I want totalk about this or I want to do
this.
Do you do a bunch of researchin the topic you're going to do?
Do you create the book for theaudience or do you just create
and then find the audience?
What does that look like?
Speaker 2 (40:41):
I love this question.
So the very first thing I do ifI'm coaching anyone or we're
doing one of our bootcamps, iswe do an exercise around what
are your ideal book outcomes?
And this is going to answeryour question.
I'm just going to speak to itfor like 30 seconds, because
this is what's crucial.
So many people and I was one ofthem get to the end of writing a
book and you realize you wrotethe wrong book.
(41:02):
And when I say the wrong book,there's no wrongs, but I didn't
write the book for what I washoping it would do.
And then there's this awfuldisappointment at either it
didn't get read by a lot ofpeople or it didn't generate
clients.
So what we sort of look at whatare the things you would love?
So the the way everyonelistening can say, if I wasn't
going to magic wand, I was goingto do a book and I'm going to
(41:22):
weigh the magic wand, whathappens?
And then, if your answer is,for example oh, I would just
love to know I've educated andinspired people around my topic,
you know then that's going togive you information about how
big a role audience plays inthis.
If it's like I just want totell my story.
I've just had this inside mefor 20 years.
I just needed to, and thenyou're not going to think as
much about audience, because youjust need to get something out
(41:43):
of you, right, if you like a lotof our people that we work with
our members in Thought LeaderAcademy.
They want to.
They want to absolutely educateand inspire, they want to share
what's inside them and theyreally, really want to reach
exponentially more people thanthey've been able to reach
through social media algorithmsand their you know world of
(42:04):
people who know them Right, andthey want it to be revenue
generating and they want it tobe client attracting.
And so that is where I justpray anyone listening if you're
going to do a book and you careabout those things, make sure
you work with someone who'sgoing to give you the strategies
to put in the book, because Idid books that didn't do any of
those things and I've had somany people come and say, like
it didn't, dah, dah, dah, andit's because we really get to
(42:26):
reverse engineer.
So it's part first, it'soutcomes and then again, thanks
to AI, researching your idealperson has never been easier, I
mean, and I've got all kinds ofcool little prompts and tricks
for that, but I do thinkaudience is crucial.
If what your big outcome goalis is attracting people to work
further with you, it's cruciallyimportant that that book
(42:48):
becomes a love letter to thatperson, that it gives them a
transformation, that it letsthem know what you do, right,
like if you write a whole bookand no one even knows if you
coach and your whole goal islike wanting to attract people
to your coaching.
Like, not in a gross, I've readthose books, those
informationally I won't namenames because it's like, yeah,
I'm never going to throw awriter under the bus, but we
(43:10):
know those books, but throughstory, through authenticity,
through true value, and sothere's absolutely easy
strategies to get the outcomeswe want.
It's just I didn't know themand then you know that.
So just make sure that you, youknow that, you, that you find
those out.
And, like I said, audienceresearch is so fun because you
(43:30):
just go on AI and say you knowthat I, I serve men who stay at
home with their kids andhomeschool whatever you know,
and what are theirpsychographics and demographics
and you know what?
Where are they hanging out?
What podcasts are they mostlywatching?
I mean, it will generateeverything for you Done that's
incredible.
Speaker 1 (43:47):
Yeah, that's incredible, and I just I think
that audience is so importantand it's the piece that I'm glad
that you laid it out.
It important and it's the piecethat I'm glad that you laid it
out.
It's like it depends on thepath that you want to take,
because, at the end of the day,I think that for a while, there
was a big message out there oflike well, you just got to write
a book and it needs to eitherbe for yourself or for your
audience.
But it wasn't like this, likeno, what is your actual goal?
(44:08):
Like what's your intentionbehind it?
Because when you know that andyou think about it when you're
writing or when you're doingyour podcast or when you're
doing whatever it is that you'redoing in your content creation
journey, like it makes it somuch bigger than yourself, right
, it makes it bigger than whatyou just what you want to
accomplish.
And for me personally, thatgoal is what helps me keep
(44:29):
showing up on those days when Ireally don't want to write, I
really don't want to look at thenext edits or I don't want to
do.
You know the next thing that Ineed to do?
Speaker 2 (44:37):
Yes, oh my God, it's like we need that, that vision
of that person we're going to.
You know support and those andthose whys, you know those
outcomes and and then making itfun, you know if, if anyone like
is sort of don't write alone,we think of writing as this
cabin in the woods, monastickind of experience which, of
course, is just us, you know.
But we we have writing parties,write-ins, writing retreat like
(44:58):
you, you know find somecommunity and make it fun for
you so that you get a feelmotivated and inspired because
you're kind of running with apack, and also just making it
more fun, like I would have somuch more fun getting on zoom,
even though we're just going tobe quiet, push, mute and write,
but like to be able to say hi topeople and, you know, like a
little toast with our waterbottles and you know, and then
at the end saying dang, like I'mgoing to give myself a pat on
(45:20):
the back, like I wrote for anhour, like that's awesome.
Speaker 1 (45:22):
Yes, yes, oh, my gosh .
Community and accountability Ifeel like those are going to be
the words of 2025, because it'swhat I'm leaning into so much.
So I totally agree finding thataccountability and you know
leaning, totally agree Findingthat accountability.
And you know, leaning intosomeone like Sarah, like, like
your expertise and learning fromyou.
Going to your YouTube channeland actually we were talking
earlier about um you have abootcamp that actually just
(45:44):
happened when this episode goeslive, but you have another one
coming up, but you havesomething that people can take
action on today.
So can you tell us a little bitabout it's your seven steps to
write a revenue generating book?
Like, let's hear about that.
Speaker 2 (45:57):
Yes, so, just like I said, you, you want to write the
book that's aligned with youroutcomes.
So this guide is like my one Igive all our you know members in
Thought Leader Academy.
It's seven steps to writing arevenue generating, bestselling
book.
Right now, 100% of our authorsand I'm committed to this not
only finish their books, theypublish and they hit the
bestseller list.
If they do, you know each stepin our process and I am so
(46:18):
committed to that because youwant that credential too.
Right, it's like just, you knowwe're here with bestselling
author Crystal, right, you knowit's like you want to have that,
right, and so and so this guideis going to help you all.
Like use what we talked abouttoday.
If you feel kind of excited,inspired, like I might think
about this, it'll give you theprompts Like what are the book
outcomes, like what is that SSSagain, so you don't have to like
(46:38):
remember it and haven't takennotes all there for you, almost
like in a workbook form, and so,yes, that's there for everyone
and any of you that use that, wewill also gift you a ticket to
our next bootcamp.
Speaker 1 (46:59):
Like, as our, you know, get more support.
If this is something that'sexciting, you Okay Awesome, I
mean, and that's so generous.
Thank you so much, sarah Cause.
I know, like I have spoken tomany of you I'm not going to
call you out by names, but Iknow many of you have said I
want to write a book and so ifthis is like the universe, the
big magic tapping on you saying,hey, here's your sign that this
is doable and this isachievable for you, go check
this out, go get Sarah's freebieand then join one of her
(47:21):
bootcamps, because I think itcould be so much fun.
But, sarah, we're going toswitch gears for a second.
And I warned her.
I was like, okay, I'm going towarn you, because I don't always
warn my guests, but we havesome rapid fire questions that
are always super fun.
So are you up for those?
Speaker 2 (47:37):
I'm excited because I don't know what they are, and
this is going to make me like beon my toes, but I love, so
let's do it.
Speaker 1 (47:42):
Okay, so we just have three of them and they're super
easy, and the first one is whatpiece of advice would you give
to a brand new podcaster orsomeone that's a content creator
?
Speaker 2 (47:52):
Yes, so trust that what you have to share is unique
and needed right now, trulylike speaking into every time
you go, turn that microphone onand hit that record button that
you are really pouring into thatperson that needs, whether it's
like you 10 years ago or youhave someone in mind and really
trust we talked about today, youcould change someone's life on
(48:14):
that episode.
Speaker 1 (48:21):
I love it.
I love it.
This is so good.
Okay, the next one is what isthe dream podcast?
So it's a two-part question thedream podcast you would love to
be on and who is a dreampodcast guest you would love to
interview.
Speaker 2 (48:28):
Oh my gosh, I love okay.
So I'm just going to go and sayI'd love to be on Mel Robbins
because I'm just like loving hernew stuff and just so happy for
her with what's happening withOprah and all of that.
So I would say that would bethe one I would like to be on
and then to have.
Well then, I'm just going tolet it be Mel both ways, then
she can come on mine.
You know, I'm just like.
I mean just cause I could giveyou like an 800 person list.
(48:48):
But, um, yeah, I admire whensomeone shares the journey and
not just the summit.
And I feel like you know, a lotof times we get to see
someone's like I was living onthe street and now I have an
Island and I'm a billionaire andit's like it's, it's cool and
we're so happy for them.
But like she shows thein-between and the steps and the
(49:10):
and the stuff and the inner andthe outer.
So I'll just just to keepsuccinct I will say we'll go.
We'll go two ways.
Speaker 1 (49:18):
I love that.
I love that.
Mel is incredible too, so Ilove that, okay.
The last one is do you consideryourself a perfectionist?
Speaker 2 (49:27):
Yes, and I don't even try to protect you know what I
mean, like if my husband washere, we've been married like 24
years and I just you know, andwhether it's we call it type A
or perfectionism or anything, Iwill say, though I am, I am a
seasoned, like surrenderedperfectionist, and what I mean
by that is I can see thetendency and what I love about
(49:48):
it, the gift of perfectionismtendencies, is that you, you
really care and you want to makesomething world-class in the
details, where, of course, it'sa, you know, a detriment is when
we beat ourselves up and alwaysfeel like a failure and we
never measure up and we're neverso I do a thing called a win
streak, because the researchshows great leaders, you know,
build on wins.
(50:09):
Dan Sullivan's work right, andyou just, every day, you just
say, like, what are the threewins?
Like things I'm really proud ofmyself.
So I think there is ways to to,to combat the hard edges of
perfectionism while stillkeeping the, the big vision
which I'm all.
I'm just like I I'm going tojust keep going for it.
Speaker 1 (50:26):
I love that.
I love that you said asurrendered perfectionist.
I've never heard that before.
We've we've had so many likeI'm a recovering perfectionist
or I'm this.
I love the surrenderedness ofit, though, because it's so
beautiful and it makes it likethat much more profound, so all
of this was so incredible.
Sarah, I know that you're goingto continue to do amazing
(50:47):
things.
Do you know the title of yourbook that you have coming out
this year?
Speaker 2 (50:51):
Yes, so this 2025 spring is called the Millionaire
Codes, and as soon as that'sready, I will.
I will send over links, I will.
It's such a fun one becauseit's really got these sequences
that have been really only knownby super clinical nerdy
neuroscientists and I thoughtlike I just want I trained in it
and I was like I want everybodyto have access to these.
(51:12):
So we'll have a lot of freedemos, so you don't have to like
read them and do them.
It's going to be really fun.
Speaker 1 (51:17):
Oh my gosh, sarah, this I just.
You have so many fun things inlike 2025 just started and I
feel like you have all of thesefun things happening.
So if people are listening andwatching, where can they come
hang out with you, learn moreabout you?
What should they do now?
Speaker 2 (51:31):
Yes, come over If you .
I I'm really into YouTube.
I just love it.
It's where I like to go listento podcasts like yours and and
take in content and do things.
So our YouTube channel it's atSarah canal.
Author and um and S A R a C O NN E L L.
I know there's no H on theSarah Um, so come hang out on
YouTube.
(51:51):
If you DM me or send a commentthere, then we always have all
the you know, fun updates andpreviews and free stuff going on
.
So we'll, we'll, we'll, hookeverybody up.
Speaker 1 (52:01):
Okay, Awesome, Y'all go check out what Sarah is doing
.
Thank you so much for coming onthe show and sharing your
wisdom, and I mean this is to behonest just having a really fun
conversation, like nerding outabout book like this was so much
fun today.
So thank you for coming on theshow.
Speaker 2 (52:16):
I've loved every minute.
Thanks, Crystal.
Speaker 1 (52:18):
I told you by the end of our chat.
Sarah motivated me to be socurious about writing another
book, like what could this looklike?
And I had, whenever I finishedmy chat with Justin and we were
done recording.
We were just catching up asfriends and we were talking
(52:38):
about like oh my gosh, like Ihave this book, and he was like,
what's your book about?
And I was like, oh no, I don'twant to say it Because then it's
it's real right.
It's one of those things likeI'm going to speak it into the
universe that it's actuallygoing to happen.
But it was so great to have hadthat conversation with him and
then immediately talk to SarahLike I think it was within a few
(53:01):
days that we were having theseconversations and it was just so
profound to talk to someoneelse who is just as passionate
about writing and creating andsharing their message.
And I hope that you enjoyedeverything that Sarah had to
share today.
But I wanna make sure that yougo check out all the incredible
(53:22):
things that she is doing.
There are just so manyresources.
She has her blueprint, like theseven steps to write a revenue
generating bestselling book.
We're gonna have that linked inthe show notes, but she also
has the Game ChangerBest-Selling Book Boot Camp.
So these are happeningthroughout the year, so we're
(53:44):
going to link to those in theshow notes.
So, whether you're listening tothis the day that it comes out
live or months later and there'sa different boot camp going on,
please go check these out andget on Sarah's email list,
because it will help you.
If maybe you're like I don'tthink that right now is the
moment for me to write my book,but maybe it is in the next
(54:05):
quarter, maybe it is in the nextsix months, but I hope that
this episode inspired you tostep out of your comfort zone,
because writing isn't alwayseasy.
But as someone who's publishedtwo books and I think I have at
least three more ideas in melike it's hard but worth it.
It's that rewarding, just likeexhale, whenever you have
(54:31):
finished publishing a book andyou have the physical copy in
your hands, like there's justnothing like it.
To see an actual idea go fromjust an idea in your head to a
physical format is just sofreaking special.
So go check out Sarah.
Again, we're going to haveeverything linked in the show
notes.
I want you to check out all ofher fantastic resources and sign
(54:53):
up for one of her bootcamps,because I think that you're
going to learn a lot from her,but that is all I have for you
today.
So make sure you hit the followor subscribe button wherever
you are listening and watchingtoday and, as always, remember,
keep it up.
We all have to start somewhere.
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