Online Marketing Success
Secrets Revealed!

January 29th, 2004 Edition
Expert Interview

(c)Copyright Jeff Smith 2004
( http://www.highertrustmarketing.com)
jeff@infoproductcreator.com

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Book Writing Secrets: An Interview With
James Allan "Street Hockey Millionaire"

How do you go from Technology Engineer to a successful author with one single book?

For all of you out there discouraged, feeling trapped, frustrated and at the end of your rope trying to realize your writing dreams - print this interview and stick it up on your wall. I already have.

James Allan is living the dream that so many people have - of throwing away their career, spending more time with his family and friends and having more fun than ever!

His new book "Street Hockey Millionaire" is getting incredible press up here in Canada - he's already hit almost every big city newspaper in this country of 30-Million people or so.

I first saw him in a local newspaper article where he had exposure to millions of people.

While I am convinced anyone could do what James has done - read his words VERY carefully.

There are some success secrets that are ABSOLUTELY essential to you finally breaking out.

If this interview doesn't get your blood boiling, your heart pumping, your spine tingling and your brain sizzling - then please do me a favor, quickly check for a pulse!

Enjoy folks.

Jeff
http://www.highertrustmarketing.com
http://www.infoproductcreator.com
http://www.creating-infoproducts.com
http://www.infoproductcreator.com/hypnotic.html
Contact Jeff:jeff@infoproductcreator.com

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Today's Expert Interview

=====================================

"Book Writing Success Secrets"

with James Allan, author of "Street Hockey Millionaire".

Did you know...

There have been well over 30 interviews included in our newsletters over the last 2-years!

If you've missed some of our past POWER Interviews with the experts, then you'll want to hear what Joe Vitale, Yanik Silver, Marc Goldman, Damon Zahariades, Willie Crawford and many others are doing to create, and grow their own Infoproduct Empires. Check out our archives right here...

http://www.highertrustmarketing.com/ezinearchives.html

Now, for this week's interview!

Jeff [Question]

James, it's great to have you here with our readers and listeners today - thanks for taking the time to share your story with us. First, can we start off by having you give us a brief background - what is your past experience and how did it lead up to this fascinating book "Street Hockey Millionaire"?

James Allan [Answer]

Hi Jeff. I got a degree from the University of Waterloo in Electrical Engineering, and then worked for 13 years in high tech. I worked at all sorts of different companies - big, small -- telecom, medical devices. When I was 34, a friend of mine phoned me and told me he was going to retire on his 34th birthday. Frankly, I didn't believe him. He was making less than half the money I was making. It didn't seem possible. But then he retired, on schedule, on his birthday.

I swallowed my pride, and congratulated him. Soon after, I figured I should become more financially literate. I started reading books and talking to others. It didn't take me long to realize that your income does not necessarily determine your outcome. One of the main themes in most financial success books is that you have to be totally committed to whatever it is you're doing. I wasn't committed to engineering, so I started looking at other career options.

I came within an hour of buying a Family Entertainment Center, named Gym Jam, but lost out to a liquidator. I then went back to rethink my future. I got a significant promotion at work in 2000, but then was caught in the major layoffs which hit high-tech in 2001. I spent several months figuring out who I was, and what I wanted out of life.

Since there was nothing happening with high-tech, my wife encouraged me to explore a personal development company. My plan was to create an income with what I already knew, while exploring new paths. Then, increase my reputation. Then, with money in my pocket and a good reputation, create a thriving personal development company.

I hit several roadblocks on my path to increasing my financial situation and my reputation. The main roadblock was that I couldn't find any high-tech companies who were willing to pay me for the engineering information I had. All high-tech companies were getting rid of anybody who was in the learning phase, and education was very low priority.

In November, 2002, I decided to just drop the engineering consulting business, and go into information marketing full time. Probably the best move I made was to survey 40 of my closest friends on their book-buying habits: where they bought books, which title and storyline they prefer, etc. etc. They liked the title "Street Hockey Millionaire". I had done the survey to confirm my assumptions that "Say Do" would be a major best-seller. My market research team didn't think so. When I thought about it, I had spent almost 5 years figuring out how to make more money, so I went ahead with the project.

Jeff [Question]

How did you come up with metaphor approach to telling your story? Why the game of hockey - can you take us through your thoughts as you decided on using this approach to package your knowledge?

James Allan [Answer]

That's a very good question Jeff.

When determining how to market the information I had, I knew I wanted to make it "fun and simple". Originally, I had wanted to make more money while spending more time with my kids which included, among other things, playing street hockey. One of the internet marketing experts I heard once said you could make money doing anything.

I was very involved in ToastMasters, and we were having a Humorous Speech contest. I created this speech, half-jokingly, labelled "Street Hockey Millionaire" about a guy who made money while playing street hockey. It got a lot of laughs, but I didn't win the contest.

I heard some comments from hockey broadcasters about the benefits of hockey -- how it was a simple game that anyone could learn. When my market research team picked "Street Hockey Millionaire", I started writing my first draft, thinking that I would teach people the basics of personal finance in "fun and simple" ways by comparing it to a game which is fun and simple.

It gave the book a good structure.

Jeff [Question]

I understand that you started by self-publishing your book, and now through marketing, PR and some very positive early results you are now being listed with major retail chains nationally? Tell us some of the steps you've taken to get from launch of your book to getting into some major retail chains?

James Allan [Answer]

The biggest thing I've heard from people is "You can't do that!"

When I told people I was writing a book, most people would say, "Who's the publisher?". They didn't look too favourably when I said, "I am". So then I started saying "I was lucky to find one in my own office." (I work from a home office)

When I told people I was trying to get into Chapters [MAJOR Canadian Bookstore Chain], other authors told me they wouldn't take me without a distributor. I have got a lot of advice from another self-published author, named Peggy McColl. She encouraged me to make the subject matter fun, and she told me her story of being the distributor for her books with Chapters. I chose to listen to Peggy rather than the other authors who told me I couldn't do it.

In Ottawa, my home town, I went to the regional contact. In a similar mode, he told me that the buyers at head office are always trying to consolidate the vendors, and would prefer if I stuck with a well-known distributor. I told him I'd like to take my chances with the buyer, so he gave me some ideas to convince the buyer.

The regional contact liked the look and feel of the book (another debt of gratitude to Peggy for that), and suggested I mention my marketing intentions, including my website, www.streethockeymillionaire.com. He told me the chances weren't good, but it was a good starting point.

With a good quality product, a good website, an ambitious marketing plan and a little luck, the buyer bought into it. We spoke several times, and things really moved forward when the Ottawa Citizen Newspaper interviewed me for a feature article. Not only did the major retail stores in Ottawa stock the book, most of them sold out the first day. I had to make a bunch more deliveries to meet demand.

Jeff [Question]

Many people reading/listening to this interview secretly want desperately to create their own income-producing books, audios, seminars and such. What words of advice would you have for these people on a) how realistic the possibility is and b) how challenging (or easy) you have found the entire process?

James Allan [Answer]

At this point, I am far from meeting my financial goals for my business. I can say though the possibility is very realistic that anyone could produce their own book, audio, seminar and such. The advice I could give people starting out is to choose something you can commit to. The going is always tough -- I'm competing against multi-quadrillionaires like Robert G. Allen, Robert Kiyosaki, David Bach, Suze Orman.

There are times when I was writing the book that I didn't want to look at it again. I had read, and re-read the material hundreds of times. Frankly, I was sick of it. But I was committed to finishing and to selling lots of books. So I persevered.

When the material was ready, everything seemed more expensive than original estimates. I spent money and time figuring out how to save both. But I was committed, so I found the money, even when almost all the sources had dried up.

Finally the book was printed, and Chapters/Indigo agreed to pick it up, but not for 3 months. They wanted it to come out in January during the finance season. I wanted it out in November during "James is broke" season.

When I went to the stores on Friday to see where my books were, no one was quite sure. There are stacks of books by Dr. Phil and Pete Rose -- finding mine was a challenge. The article appeared on Sunday, and by Monday, the stores were calling me because they sold out. All that effort was worth it. Being committed though is key. (Having a market research team, and a good mentor have also helped me immensely)

Jeff [Question]

James, that's excellent advice

I've written a great deal in past months about making infoproducts the basis for various other businesses - speaking, consulting, additional products, list building, seminars, workshops -etc... What are your plans in addition to continuing to market your book to the world?

James Allan [Answer]

I couldn't agree with you more Jeff. I have spent a little over two years in ToastMasters to become "a great speaker".

When I was first laid off from high-tech, all I wanted to do was to become a great speaker. I read and re-read "Speak and Grow Rich" several times, and the phrase "if you're not a well-known person or best-selling author, than do this" kept coming up. I figured that a best-selling author would sell more speaking engagements, so that's what I'm concentrating on first.

When I realized that a lot of ordinary people are drowning in debt, at the same time that employers are putting the onus of pension plans on employees, I thought that I could help a lot of people out while becoming a best-selling author. An excellent win-win situation, if I say so myself.

Jeff [Question]

I want to thank you very much James for taking time to share your experiences with our readers. Your book is taking off, your lifestyle is no doubt completely changing - for the better. You will get to spend more time with your family and friends - so for all of this, we thank you for sharing how you are living your dreams.

James Allan [Answer]

My pleasure Jeff

Jeff [Final Remarks]

Thanks again to James for sharing his incredible story with us

Since doing this interview 2-weeks ago with James, I have received updates from him telling me his success is growing incredibly fast with national press, national bookstore coverage and even international orders coming in.

He literally cannot keep the book in stock.

His book is terrific, and yet it is within reach of everyone. You can pickup an ebook version right here:

Street Hockey Millionaire

WRAPPING IT UP!

Hope you enjoyed today's expert interview

We have another issue of the newsletter coming up in a couple of days - and remember - print this interview out and put it up on your computer or wall. Inspiration along with dreams can do wonderful things!

Feel free to email me comments or questions right here:

mailto:jeff@infoproductcreator.com

Jeff Smith

http://www.highertrustmarketing.com

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Jeff Smith
Editor Online Marketing Secrets Revealed
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http://www.highertrustmarketing.com

Online Marketing Success Secrets Revealed!