Building Your Name with a Book with Josh Coats

Rob Kosberg:

Welcome everybody, Rob Kosberg here with another episode of the Publish Promote Profit Podcast. I’ve got a great guest for you today; Mr. Josh Coats is with us today. Josh is a high energy, no excuses, no BS motivational speaker and business coach. He’s the number one bestselling author of F***, with a few asterisks after it, Leadership, F*** Leadership, you get the idea and host of a Top 50 Podcast which is so cool called Your PUSH Coach. Josh specializes in taking complicated business strategies and turning them into simple and duplicatable systems. He’s also a mindset specialist who has a way of tearing down your limiting beliefs and giving you confidence to overcome any hurdle in life or business. Josh, great to be with you, brother, and happy to have you on the show and talk about your book, my friend.

Josh Coats:

Thanks for having me, Rob. I appreciate it. I’m happy to say that this time we’re chatting. The sun is out in Oklahoma and I don’t feel quite as jealous of your spot right there on the beach. Still a little jealous, but not quite as jealous.

Rob Kosberg:

Love it. Well, it is spectacular. I am blessed to be where I am. I’m grateful to be where I am. Just beyond my computer there is the water and it’s a beautiful day.

Josh Coats:

I’m always imagining it. I think, “Which side is the ocean on over there?” Over here in Oklahoma, it’s just not on any of the sides.

Rob Kosberg:

I love it. I love it. Well, it’s pretty sweet here. Oklahoma is a little bit different. There isn’t an ocean right there, but Oklahoma is pretty cool too.

Josh Coats:

We’ve got some nice things. I like it here. I do.

Rob Kosberg:

Love it, man. Love it. Well, we know each other a little bit. We were honored to help you with F*** Leadership. We always talk about on the podcast, there’s two kinds of ideas. One is I want to talk about your expertise, your magic, your specialty, the thing that you do to help people and how you put that into a book, and then two, I want to talk about what’s your book doing for you. Your book is, is obviously magic for people, right? It helps tons of people, but I want to talk about how it’s helped Josh Coats. We’ll get to that towards the latter part. Tell me a little bit about the clients that you serve, who you work with and the kind of magic that you do for them.

Josh Coats:

Well, specifically, I specialize in network marketers. I also work occasionally with some other life coaches that come to me and say, “Hey, I see what you have done. I would love to learn how you’ve done it.” Life coaches that got some things going on, but they really want to scale it up to the next level, but mostly it’s working with network marketers. When I went to social media with my business, I just celebrated being in business for seven years which is really cool. I’m 37.

Rob Kosberg:

Congrats, man.

Josh Coats:

I’m 37 years old. That’s all I wanted when I was 30 and started this thing was seven years from now to be where I’m at today.

Rob Kosberg:

Beautiful. That’s what you want.

Josh Coats:

I was trying to do it in person the first year, just too many trips to coffee shops that weren’t going well. A lot of pats on the back, “Hey, you’re doing a good job, kiddo.” As a 30-year-old kid, not a lot of businesspeople, they were excited by what I was doing, but I didn’t have that level of influence with them. I took my business to social media, found that network marketers were the people that were really, really, really craving some accountability, some help. As a certified life coach, I can technically help anybody in any realm of life, in any industry because life coaching is about asking good questions and helping other people to discover the answers that already live on the inside.

What happens is if you’re any good at it, you start noticing, everybody basically has the same problem, right? There are three or four problems, right? As my clientele started filling up, but at that point, I didn’t know anything about what to charge, so I was charging such little prices that even with 15 or 21 one-on-one clients, it still wasn’t enough to quit my job. I thought, “I don’t know what to do. That’s when actually a friend of mine said, “I think you need a launch some type of book, some type of curriculum, just something that you can sell to the masses.”

I was actually stuck in a traffic jam with 20 ounces of cold brew in my system when I came up with the idea for my first course that I called Clarity and Focus for Entrepreneurs. It was just, “Okay, everyone I talked to seems to have issues with knowing what to do, sticking with knowing what to do and then sticking around for long enough for it to pay off. I built my business by just taking what I was hearing on one on one sessions, listening for the repeats, turning it into content, making it a course. Over time, I started to build up such a large name for myself that all the top people wanted to work with me. That began to be the people that I’d work with one on one. I’d make myself exclusive available to top performers. Then for anyone else, we’d have courses.

Then I just got really passionate from just talking to enough leaders and launching some more small groups. I got really, really passionate about leadership, which is something that I’ve always been passionate about, but here’s what I started hearing, Rob, when I would go behind the scenes and ask people, “What’s your biggest problem? Why are you struggling to build a team to lead a team to move to the next level?” I kept hearing people say, I don’t think I’m good enough of a leader, which is was just such a weird thought to me because I went through John Maxwell Certification. John Maxwell is the leader of leaders, right?

Rob Kosberg:

He is. He’s the foremost leadership expert in the world.

Josh Coats:

Exactly and what’s crazy is being trained by the number one leader on the planet. There was never ever, ever, ever any type of idea of some people are good at this and some people aren’t.

Rob Kosberg:

Right.

Josh Coats:

It was just, “Hey, day one. Here’s some homework. Go do it.” In fact, what’s funny, some people don’t know this, I built my business to more than $10,000 a month before I had my official certification because John Maxwell said, “Don’t wait until you’re certified.”

Rob Kosberg:

Exactly. Do you really need a certification?

Josh Coats:

Yeah.

Rob Kosberg:

A certification to me is someone else giving you permission to do what you can just give yourself permission to do.

Josh Coats:

Exactly, exactly. For me, I needed a certification because I needed to learn some things that I could use to help people, but I didn’t need the stamp. I needed the tools.

Rob Kosberg:

Right. You needed the education, not certification.

Josh Coats:

Exactly, exactly. For me, personally, there were just never any thoughts of, “You’re not a good leader,” because I was taking what John Maxwell was saying. I was learning it. I was taking it all in. My idea was, John Maxwell teaches The Law of the Lid that says, “There is a lid on your capacity to perform based on the level of leader you are. If that’s a low level, you just need to go learn more. You need to go try more. You need to go do more,” right? I realized early on, I had a really low lid, but that just means I need to read more books. I need to talk more people. In other words, it was always an action thing.

That’s what a challenge does. A challenge brings about an action, but a limiting belief usually paralyzes you from action and then becomes a self-fulfilling prophecy, right? Their idea of, “I’m not a good leader,” was actually causing them to avoid the things that would have made them a leader.

Rob Kosberg:

Right.

Josh Coats:

That was kind of the idea behind the book, actually, Rob, was I’m so sick and tired of people and I really think that social media has played into this role. I think that the word leader and celebrity have somehow got meshed together into one idea that especially in the online space when people say, “I’m not good enough of a leader,” what I find when I dig deeper is that they’re usually comparing themselves to someone who makes more money, has bought the dream house, has the funnel that’s automating $20,000 a day and they start seeing that as a leader versus when I break it down and I just say, “Can you just define? Just give me a definition of that word. What’s your actual definition?”

Usually, people say, “Well, show up even when it’s hard. Lead by example. Be a person of your word. Care about people. Want to help.” In other words, what they actually think of a leader is more about your character, but what they have allowed themselves to hold them back from is the idea of a celebrity. My book was like, “Let’s tear down the celebrity walls and get back to what leadership really is, not what you think it is.” What’s crazy is, in my opinion, there’s a lot of really good leadership books out there that share these character traits, but again, we get it in our head that it’s something different. Sometimes you can’t just learn what it is. Sometimes you have to unlearn what you’ve learned to then relearn what it is, if that makes sense.

Rob Kosberg:

Sure.

Josh Coats:

It’s about breaking. As a life coach, that’s your job is to help people tear down the walls of their past beliefs, so they can build new walls of a new belief that they want to have.

Rob Kosberg:

Love that. Love that. F*** Leadership, a little controversial, right? It’s almost the anti-John Maxwell idea, right?

Josh Coats:

Correct.

Rob Kosberg:

I’m a big fan of John. I know John personally. My brother and my dad are both Maxwell-certified coaches.

Josh Coats:

Awesome.

Rob Kosberg:

I know the whole path. I know John from Palm Beach and various things. It’s funny that you’re a Maxwell-certified coach, but you did a little bit of the anti-John thing. Talk to me about that it. Obviously, you believe in much of the same principles, but why go that route? Where was the thinking?

Josh Coats:

Well, the thinking was I’ve always done this a little bit with my brand. I actually have a bracelet that I wear on my wrist that says, “#letspuketogether.” It’s not in support of any type. Every once in a while, someone says, “I’m so offended. Why would you support eating disorders?” I said, “Who in the world supports eating disorders? Come on, there’s nobody in the world that supports that,” but that comes from my goals philosophy of trying to figure out what you really want and actually going for that versus just writing down something that’s maybe a 5% increase. Nobody’s waking up early in the morning for a 5% increase, right?

Rob Kosberg:

Right.

Josh Coats:

That comes from being on one-on-one sessions, going through the process and then hearing people as they say out loud for the first time of their entire life what they really want to say, “Oh, my gosh, I feel sick to my stomach. I literally feel like I’m going to vomit.” It was like, “Okay, well, let’s puke together,” and that became my new hashtag. For this, it was one of those things where if you coach enough people and you hear the same silly problems, and again, we’re all human, so we all have silly problems, right? It’s easy for me to call them silly problems. I’m in the coaching chair, right? I have my own set of silly problems.

Rob Kosberg:

Right.

Josh Coats:

When you just hear the same silly problems over and over and over and over and over, I’ve got a little bit of a mouth on me, so occasionally, I just want to grab my laptop, throw it through the window and literally say out loud, “F leadership. I’m so sick of this word. I’m so sick and tired of people taking this word.” I do think sometimes it’s my own industry’s fault. I think maybe we’ve talked about it too much. I think we’ve heard too many books on it. There comes a point in my opinion, Rob, where if you take the same thing and you beat it over and over and over and over and over and over and over, eventually it becomes an exaggerated idea just because we talked about it too much. For me-

Rob Kosberg:

I see the attractiveness of that idea in the network marketing industry. John obviously speaks a lot himself in that industry because leadership seems to play like this. I guess the idea is you’re building a team and the team needs a leader.

Josh Coats:

Correct.

Rob Kosberg:

There’s this overarching theme always in the network marketing industry that I’ve seen where, if you’re not a leader, if you’re not a great leader, if you don’t have all the skills of great leader, then you’re cooked. You might as well not even start. The idea was, “Let’s tear down those sacred cows, so to speak, and let’s start from scratch and give people hope.”

Josh Coats:

Right, exactly, exactly because really, and one of the analogies I like to use is, would you ever go to your church, go up to the pastor and say, “Excuse me, sir. How many people have you helped make a million dollars?” and he’s probably going to be, “I haven’t really helped anybody. I have maybe some people in church that have made a million, but I didn’t help them do that” and, “Sorry, you’re not qualified to be a leader. Go ahead and go home. It’s fine.” In no other industry, we build, but the network marketing industry, like you said, is different because they do have to build a team. They almost take the word leadership too far, whereas I think a lot of people consider me a good leader, and yet, I’ve never personally considered me to be a good leader. I’ve just been trying to figure out what steps to take next to succeed, right?

If that means helping other people, that means helping other people, but I’m not sitting around. It’s almost what I talked about earlier, the level of leader you are as a lid. It’s almost like I use that as a tool, whereas some people use that as a critical, “Oh, my gosh, where am I? Am I only a two?” For me, it’s just, “Well, this is a tool to just find out where I am.” Again, insecurities, this is why personal growth is so valuable. This is why more of us need to write books because our insecurities, they tend to take things, take them out of context, over exaggerate them, turn them into a barrier instead of a tool.

Rob Kosberg:

Right, right. Love that. Love that. Obviously, people need to get the book because it will tear down maybe some of the mental blocks that people have. Let’s shift gears for a little bit. Let’s talk about the book for you. Obviously, all over your website, the book has done very, very well, became a number one bestseller internationally. How has the book helped you, and specifically, obviously, we’re in a year of C19, so it’s not like you’re doing a lot of public speaking which I imagine that there was opportunities to do that in the past, but yeah, how has it helped you financially? How have people maybe changed their perspective of you, etcetera?

Josh Coats:

Well, if you don’t mind, I’d love to just do a little bit of marketing teaching and teach how the book plays into this because similar to, Rob’s got the Publish Promote Profit, always great when you’ve got three of the same letter and it actually makes sense.

Rob Kosberg:

I love alliteration.

Josh Coats:

I do too. I have this whole marketing strategy that I call Expand, Engage, Convert, and you basically-

Rob Kosberg:

You got to change that C into an E somewhere.

Josh Coats:

I know, I know. Expand, Engage and, I could-

Rob Kosberg:

Think of it later.

Josh Coats:

We’ll figure it out. I missed one of them, which really does bother me, but basically, the idea is my ability to convert which is all of our goals. Everyone’s got them. If you’re listening to this, you want to convert more people. That’s why you’re here, right? My ability to convert is entirely dependent on my ability to expand and engage. Expand is my ability to find new people. Engage is my ability to build some type of a relationship and have some type of credibility with him, right?

Rob Kosberg:

Yeah.

Josh Coats:

Before my book, it was run lots of ads around motivational posts. I do it a little bit different than other people. I don’t do a lot of straight to call to action stuff. For me, it’s motivational posts and free videos and stuff like that. I’m very big on a monthly free webinar that I do every single month. This was how I was expanding. As far as engaging goes, that’s a matter of seeing my Instagram posts. It’s a matter of seeing some other ads that I would boost to share more of my content. Then my webinar was this place that I would bring people together to build that relationship, take it further, position myself and then at the end of the call convert.

The reason I love my webinar is because it can usually do kind of all three in one, a first-time person totally down to come to a free training call, but they’re also getting to engage the people that have already been there. Then you get to convert them. What I found with the book is it can do the same thing my webinar can do, except one, I don’t have to show up live. Obviously, I had to show up live for a year to put this material together, but one, I don’t I have to show up live. Two, in my opinion, at the end of a webinar, my average customer will spend up to $600 or $700, but after reading a book, they’re more likely to spend more like $3,500.

In my opinion, the value of a customer, basically seven to 10x’s the second they read a book versus being on a webinar. I think the reason for that, Rob, is in 40 minutes, you can only build so much trust. I do think webinars are my sweet spot. I did one last night. It is my sweet spot, but it’s only 40 minutes.

Rob Kosberg:

Right.

Josh Coats:

My book allows me to be in my sweet spot for 15 chapters. When someone is done with it, they think, “Wow, I really liked this guy.” They think, “This is my new dude.” It almost takes me from being the guy online that teaches cool stuff to feeling like I am a John Maxwell. That’s a really big difference.

Rob Kosberg:

That’s how John Maxwell became John Maxwell, right? He was a country preacher. He was not the leadership guru or expert until he started writing books about 25 years ago. Of course, he writes a new leadership book with much of the same principles every single year.

Josh Coats:

Correct.

Rob Kosberg:

Obviously, I love that. Give me some specifics. I agree philosophically. Of course, I agree. I have a thousand clients I’ve helped.

Josh Coats:

Right.

Rob Kosberg:

Philosophically, I agree with that, but specifically, how has the book done that? Tell me a little bit about that.

Josh Coats:

It’s like what I say about ads. I personally use a lot of ads. I know not everyone listening does. That’s fine. I’ll talk about some organic stuff as well, but to me, I always tell my clients using ads for Facebook, Instagram or YouTube, wherever you’re doing them is just taking what you already do organically well and giving it more power, okay? It’s just boosting what you do. To me, the book is all about boosting everything else you’re already doing. If you’re already running ads, you’ve probably listened to an Amy Porterfield or Russell Brunson and they’ve said to come up with some type of clickbait or whatever and it’s a free PDF. In my opinion, we’ve gotten to the point, Rob, where a free PDF is just not cutting it anymore.

Rob Kosberg:

Sure.

Josh Coats:

If I have X number of ads show up today and one of them was, “Download my free PDF,” and one of them was, “I’ll send you a free book,” I’m going to take the free book, right?

Rob Kosberg:

Yeah, me too.

Josh Coats:

To me, it’s one of those things, it’s a value factor. Free download that I know cost you absolutely nothing. I remember when I first started seeing your ads, because that is how I ended up doing my book deal, I saw an ad and I literally knew exactly what you were doing with it, but I was interested enough in writing a book. I said, “I want to order this book and see what this next …” I think I read two chapters and then called your team because I wasn’t looking to learn the whole philosophy. I just wanted to make sure that that was your philosophy, right?

Rob Kosberg:

Right.

Josh Coats:

With ads, you want to plug them into your ads. It’s automatically giving you more credibility because if you’re the kind of person who can afford to send people books, this is how I personally saw as a customer, I said, “This person’s doing well enough that they can afford to send people books for free. This isn’t just some random Joe Schmo working out of the shed. This is a legit.” It adds some legitimacy to your-

Rob Kosberg:

That’s great. I’ve actually never thought of that. That’s a great point. I really like that. Of course, the book itself adds enough legitimacy and credibility. You don’t need anything else, but that is something and that’s maybe a reason to send people a physical book as opposed to a digital book. Obviously, with a digital book, you can do it more easily and more effectively and certainly more inexpensively, but a digital book doesn’t live on somebody’s shelf forever, right?

Josh Coats:

Exactly.

Rob Kosberg:

After they’re done reading your book, they don’t throw it in the garbage. No one right throws the book in the garbage, right? They put it on the shelf. They put it on their bed or on their little table next to their bed. How many books have you given away and what has it led to? Give me some specifics there.

Josh Coats:

That’s a good question, Rob.

Rob Kosberg:

Roughly, how many do you give away a month? Because I see you got ads running, you got people doing it on your website. What would you say?

Josh Coats:

We send 30 to 100 per week just depending on what kind of other traffic we have to the website.

Rob Kosberg:

Great.

Josh Coats:

I don’t know that I think of that as a ton, but again-

Rob Kosberg:

That’s a lot. What’s wrong with that?

Josh Coats:

Oh, I don’t know. I want to do more.

Rob Kosberg:

That’s great. 30 to 100, let’s use a nice round number, let’s call it 50 a week, which sounds like it’s more than that, but that’s 200 people a month that are engaging with you. Now what happens with those 200 people after they get your book? What do you do? Then what results have you gotten from those 200 people to 300 people a month?

Josh Coats:

It’s pretty similar to, I’m sure, what Rob teaches. We’ve got the sales page set up. You get a book. There’s an order bump of about $38. What I did with my order bump is a BOGO deal. When I was a teenager, I worked in a shoe store, lots of women. My audience happens to be a lot of women because that’s the network marketing space. They love BOGO deals. People love Bogo deals. I took two of my mini trainings. One is a five-day leadership challenge. One is a five-day recruiting challenge. Put them together and said, “Hey, if you go ahead and add this right now, we’re going to buy one, get one free. You can buy my five-day recruiting challenge and leadership challenge-

Rob Kosberg:

I like it. I’m going to steal that.

Josh Coats:

The BOGO is great.

Rob Kosberg:

I’m stealing the buy one, get one. I like that.

Josh Coats:

That order bump is $38. From there, it jumps up to $100 for something I call my MLM University, and basically, it’s just my full online library of evergreen trainings, everything I’ve recorded for the last four years, and I don’t mark my courses super high. I don’t do the $1,500 courses. My prerecorded stuff runs $100 to $200.

Rob Kosberg:

Well, you’re ultimately trying to move them into the coaching anyway.

Josh Coats:

Exactly.

Rob Kosberg:

That’s where your backend is.

Josh Coats:

Correct. The MLM U, I have marked down all the way to $99. It shows on there, “You’re going to get everything I’ve ever recorded on mindset, recruiting, sales, leadership. Normally this would have cost you $1,500, but because you’re here to get my book, I want to offer it to you for $99.” That one does really well and that one single thing offsets most of our ad spend.

Rob Kosberg:

Nice.

Josh Coats:

Again, that’s the goal. I’m sure if you’re here listening, you know the strategy. The strategy is not necessarily to make profit off of your ads. Even though if you do, obviously, that’s great. The strategy is making your ad spend back, so that you can spend as much as you want.

Rob Kosberg:

Free leads.

Josh Coats:

Exactly.

Rob Kosberg:

Who doesn’t want free great leads?

Josh Coats:

Right. Then within that, once we get them the book, we also have an email. I heard this from a guy who does eCommerce. He said that, whatever your welcome email or your, “Congrats, your order is fulfilled,” your order fulfillment email has a 90% open rate. Something, he said that blew up his ecommerce business, was to make sure there’s an upsell on every single welcome email.

Rob Kosberg:

That’s good.

Josh Coats:

What we started doing and was taking that, we wrote a custom email. Instead of letting our software do an automated one, wrote a custom email, and in there, we offer a $1 trial into my low-ticket subscription group. I’ve got all of these things that are evergreen and then I have two different live groups. One is a low ticket; one is a high ticket. We go ahead and just give every single person that comes through a free trial into the low-ticket group because it doesn’t cost us anything. I’m showing up for that Monday call, whether they do or not. I’m already leading the group, whether they’re there or not.

Rob Kosberg:

How much a month is it after the dollar trial?

Josh Coats:

It’s $140.

Rob Kosberg:

$140 a month, and how long is the dollar trial for?

Josh Coats:

30 days.

Rob Kosberg:

They get 30 full days for a buck. That’s so good.

Josh Coats:

I let them come in and just check out the entire group because I don’t have anything to lose.

Rob Kosberg:

Right.

Josh Coats:

“Yesterday, you weren’t paying me anything, so why not let you hang out for 30 days? Catch my energy. Catch what’s going on.” We have about a 20% stick around rate.

Rob Kosberg:

How many take it though? What’s the take rate from that email of the dollar trial and then 20% stay which is phenomenal? Give me that.

Josh Coats:

I don’t have an exact number on that because we also offer the free trials on the webinar. If you want, we can get into the webinar sequence here in just a second. I don’t have a percent because they all get mixed together. I don’t pay-

Rob Kosberg:

That’s too bad. I really love that strategy. I think that’s gold, Josh, for people who are listening. I’m totally going to steal that too, but I’ll give you your credit, so don’t worry about that. I love that. Whoever the eCommerce guy was came up with the idea, I love that. I think that is a terrific idea. A 20% stick rate is really good.

Josh Coats:

It is. Then out of the 20% that stick around, about 80% of them do multiple months. Again, yesterday, this person was someone who was just going to buy a book, got a couple upsells, helped me offset ad spend, but literally in the welcome email, I got them into the space I want them to be which is my live space where there is ongoing payments and ongoing value. I personally do my high ticket a little bit different. My high ticket is not for everyone. It’s application only. You have to be at certain leadership level.

We don’t really have it built in, although I’m relooking at this with a coach, Rob, and looking at building out a sales team like what you have. I’m looking at finding a way to have a high ticket that is available to anyone who wants it. That would probably double or triple my funnel the first year just because I don’t have that. My high ticket, it’s, “You have to be at this level.” We know statistically speaking, Pareto principle, only 20% of people are going to qualify for that and only 20% of people convert. I’m-

Rob Kosberg:

Some advice would be look at Taki Moore. Taki is a good friend and a client of mine. We helped him with his book Million Dollar Coach, and he helps people. First of all, he runs the exact model you’re talking about. He requires coaches to be at a certain level or they can’t get into what he called his Black Belt Program which is about $30k a year.

Josh Coats:

Got you.

Rob Kosberg:

He helps people go from one on one to group coaching. He’s developed the group coaching model in such a way that they get even better results in the group coaching than they do on one-on-one. Take a look at Taki and maybe even get his book Million Dollar Coach because it’s a phenomenal layout of what that model looks like. Josh, do you have any numbers or stats on the people that are coming from the book and going all the way to your highest ticket coaching offer? Any idea on what that looks like?

Josh Coats:

I’ll check it out.

I don’t have an exact number, but I can tell you from and that’s what … Here’s one of the reasons exact numbers are harder for me is I have a webinar built into the funnel that ends up doing a lot of the converting for me.

Rob Kosberg:

Right.

Josh Coats:

Again, I make my money back on ad spend, but I still do a monthly live webinar. I am pumping ads toward everyone that’s coming into the email list to get on the live webinar that converts really, really, really well. Again, the book has, just like I mentioned, boosted the results on everything. My webinars are converting better than they’ve ever converted. More people are coming into my high ticket. I don’t have exact numbers, but I will say I’ve had several messages from people that say, “Just read your book. What do I have to do?”

Rob Kosberg:

“Yeah, how can I get started?”

Josh Coats:

Exactly. That’s actually one of the things that I do, Rob, is for the sake of my high ticket mastermind, I regularly download reports on my book because I asked them when they come in, “What company are you with and what’s your rank?” I go through reports every single week, look for the people that actually could do this group. I reach out to them individually. That’s the only one-on-one sales that I do instead of my team, is I go through personally message these people, ask if they’re interested, see if they want to hop on a Zoom call to chat about it. Again, that’s the thing we’re looking to scale this year, is to build out a team full of people that do that for me.

Then what I will probably do, something I did a week or two ago that was really effective, I actually stole this from my network marketers, they do these things called sneak peeks, where it’s like a sneak peek into what it’s like to be a distributor in our business. Anyone that’s interested in signing up for their team, they hop on a one-hour call, talk to them about what it’s about. I never really love the idea personally because I feel like a webinar is more of, “Let’s add value and then introduce you, but the thing I found about actually calling it a sneak peek was nobody showed up unless they were considering buying. That changed the whole format of the call. I didn’t have to spend 40 minutes setting someone up for a punchline.

What I was able to do instead was just, “Okay, you’re here because you’re interested in the PUSH Elite. Let me tell you why the PUSH Elite is changing so many lives.” It’s almost like he gets a skip that 40 minutes set up and go straight to the punchline which gives you a little more time to share more testimonials. I had at three different people from the group come in and share their results. Of course, I set them up to, “Hey, what’s the number one reason you almost didn’t join this group?” That’s my favorite question to ask for my testimonials.

Rob Kosberg:

That’s a good question.

Josh Coats:

Because it gets people saying things like, “Well, I was really worried about the cost or my significant other really didn’t like the idea.” What it does is it allows everyone watching or reading to go, “Oh, that’s exactly how I’m feeling right now.”

Rob Kosberg:

Right.

Josh Coats:

The rest of the story must be what the rest of my story would be, right? It gets him in your client’s shoes immediately. Then when they say, “Yeah, and then I signed up and doubled my income in the first three weeks.” It’s like, “Wait, wait. That’s my story? That’s the one?” That converts really well for me.

Rob Kosberg:

Awesome. Josh, I love it, man. So many great ideas. So many things for me to steal. Tell me where people can get your book, those that want it, find out more about the stuff that you’re doing. Let’s figure out where to get as people some help.

Josh Coats:

You can go to joshcoats.com. My book will be splattered across joshcoats.com.

Rob Kosberg:

Coats is just C-O-A-T-S

Josh Coats:

C-O-A-T-S, no E in it. You can also find me on Instagram, joshcoats_pushcoash, but obviously my website is where you’re going to get most of these listeners. Go to my website, click on the book, see the process that it takes you through. You can also check out my podcast which is Your PUSH Coach. I’ll just say that my podcast is completely catered toward network marketers. If you’re here writing a book and that’s not your jam, it’s probably not the right jam for you, but go to my website and just see what’s the flow of things. I do believe that my website, even though we all know that sales pages convert, not websites, we still need websites because sometimes you’re on a podcast and you need somebody to just, “Go to joshcoats.com,” versus joshcoats.com/freebook and then hope at the HTTPS whatever is proper, right?

Go to my site and just check out the flow and just see what happens when you click on things. If you want to go through the funnel, purchase some stuff and then shoot me an email. As long as you shoot me an email, say, “Hey, I’m from Rob’s podcast,” I’ll refund you anything that you want to buy in the funnel if you want to just get check it out and just to see what’s going on.

Rob Kosberg:

Wow.

Josh Coats:

Rob, I’m really passionate about this because your book has really transformed the way I do business. Again, I think that I had a lot of good stuff already going, but the book boosts everything you’re doing. There’s nothing like getting on a team call or a podcast and them saying, “Number one bestselling author.” It literally makes everyone eyes pop a little bit, right? Now you used to. I had a good bio. It was fine, but again, “The number one bestseller,” it boosts my bio. It boosts my reputation. It boosts my funnels. It boosts my ads. It boosts my webinar. It literally takes everything that I’m already doing well and almost just adds a Midas touch to it. I know, I want everyone listening to build a funnel, I want you to do that, but I also want you to understand, it goes beyond that. It looks better-

Rob Kosberg:

You don’t need a sophisticated funnel to make a book work.

Josh Coats:

Correct.

Rob Kosberg:

But if you can do it, it’s great.

Josh Coats:

If you can do it, it’s awesome, but honestly, I’m still tweaking my funnel. I still have weeks where think, “Man, ad spend wasn’t converting the way I wanted it to. Let’s go check out somebody else’s page.” I’m just constantly looking at other pages, seeing, “Is there something they said that I never thought of?” I go to people’s ads libraries, look for different video ideas, look for different copy ideas. You can set it up and leave it. You actually totally can. I’ve done that for seasons, which we didn’t say this, but Rob, I’m going on, we launched this at the end of 2019. I’m going on a year and a half of still riding the momentum of this book because I just keep plugging it, a year and a half later, and I’m just now thinking, “Okay, I think it’s time to put out a new one just to get some fresh energy going,” but it’s still doing its thing.

That’s the thing is, as business owners, I feel like there’s a lot of pressure to constantly have something. Social media says, “New content every single day,” and I have found Rob that people who make a lot of money and actually have time for their family and their hobbies are people who don’t create a million things over and over and over. They create one thing and they promote it a million times.

Rob Kosberg:

Josh, well said, brother, and thank you for your kind words and honor to work with you and to see all the success for your book. Thanks for being on today and excited to see what’s to come next with you.

Josh Coats:

Thanks for having me, Rob. I appreciate it.

Rob Kosberg:

Perfect.

Josh Coats:

Awesome.