Andrew Ferebee hails from San Diego and is a good friend of mine. Andrew is an entrepreneur, author, podcaster, and a lifelong student of life. He is the man behind the popular Knowledge For Men website and the author of The Dating Playbook For Men which we will be talking about today. He also has been hosting the Knowledge For Men Podcast since 2013 and has interviewed many of today’s successful leaders. Today, we are going to talk about The Dating Playbook For Men and Andrew’s launch strategy. Andrew wasn’t planning on writing a dating book, but he saw a need with all of the misinformation about men and dating that was floating around. Andrew shares how he wrote the book in 30 days while still creating great content, along with a lot of fun and interesting stuff about writing, dating, and lessons that Andrew has learned. This show was taped while Andrew was crushing his first launch, so it is also a perfect book launch case study show.     You can find Andrew here: Knowledge For Men The Dating Playbook For Men Books by Andrew Ferebee Andrew Ferebee on LinkedIn Andrew on Twitter @AndrewFerebee Andrew on Instagram Knowledge For Men Podcast   Show Notes [01:30] This show was recorded when Andrew was in the middle of a launch. [02:02] Andrew never wanted to write a dating book, but he felt The Dating Playbook needed to come out because there was so much damaging information out there.[02:45] It took Andrew about 30 days to write this 200-page book because it came from an audio program that he had. It was an awesome product, but it wasn't selling because of lack of marketing. He transcribed the audio program and then added and removed content and then got it edited. [04:14] Andrew thought revisiting all of the old content was a lot of fun and having someone to work with made it really easy. [05:40] Andrew found a really great letter through Elance which is now Upwork. [07:15] Andrew went with The Dating Playbook because the answer to dating is to become a stronger, more powerful, grounded man. Having guys become a powerful version of themselves is the answer, not pick up lines. [11:31] Andrews book was also great for lead generation for his higher ticket events and to build his brand. [12:52] Andrew's marketing strategy included creating a VIP club from his list. He then sent bonus content, a private Facebook group, and asked for a review and a link. Some of the email content would include book snippets asking for feedback and cover options. This created a mini army of people wanting to help and support the launch. [17:56] It's important to build out an audience. Andrew already had the podcast and the website, but if he didn't have an audience, his strategy would be to leverage his friends. [19:44] Andrew got people involved and engaged by giving them massive free content. He would answer questions and create videos with the answers. People were engaged because he added value. He also created a raffle and filmed the random name draw to send a person an Amazon gift card or a free coaching session. He created fun ways to get his audience engaged. [21:42] Andrew created a book trailer because he loves movie trailers. Ask what you a passionate about to make things fun and exciting for yourself. [25:31] He also used Facebook ads with a video and a custom audience. [31:28] Andrew also created a dating toolkit for a bonus that people would opt in to get to help create a list and get people in the funnel. He also used his marketing launch content as bonus videos. [33:37] It's important to dedicate the right amount of time to this. It takes a lot of time and energy to plan and execute a book launch. [33:37] It's important to dedicate the right amount of time to this. It takes a lot of time and energy to plan and execute a book launch. [44:01] Andrew learned a lot of marketing and launch lessons from Chandler which allowed him to publish on time and have a great launch. Everyone should write a book.   Links and Resources: self-publishings