How to Avoid the 7 “Deadly Sins” that Murder 1st Time Author Royalty Checks

With John S. Rhodes

Real Fast Results

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Table of Contents Free – Subscribe to the Real Fast Results Podcast ........................................................................................................ 3

Introduction ................................................................................................................................................................... 5

Why Should I Bother Learning About This? ................................................................................................................... 5

What’s the 1st Deadly Sin? ............................................................................................................................................. 5

What’s the 2nd Deadly Sin? ............................................................................................................................................ 6

What’s the 3rd Deadly Sin? ............................................................................................................................................. 6

What’s Deadly Sin #4? ................................................................................................................................................... 7

What’s Deadly Sin #5? ................................................................................................................................................... 7

What’s Deadly Sin #6? ................................................................................................................................................... 9

What’s the 7th Deadly Sin? ............................................................................................................................................. 9

What’s the Bonus Deadly Sin? ..................................................................................................................................... 11

How Can I Learn More? ............................................................................................................................................... 12

Real Fast Results Community ...................................................................................................................................... 12

Introduction Welcome to this episode of the Real Fast Results podcast! Today’s guest is John S. Rhodes. He is a successful

entrepreneur and bestselling author. In fact, John has published over 140 books, and he’s had multiple best sellers

in many different markets. He had to figure out how to accomplish all of this the hard way, but he’s going to share

some of his secrets with you today so that you don’t have to. Specifically, during this interview, John is going to

reveal 7 “deadly sins” that can murder a first-time author’s royalty check.

Why Should I Bother Learning About This? If I would have known these things ahead of time, I could have saved a tremendous amount of time, frustration,

and pain. Knowing these things as a first-time author, or a first-time writer who is going to be an author and is

going to publish a book, this is money in the bank. This is going to reduce your frustration tremendously and do

some great things.

What’s the 1st Deadly Sin? The very first deadly sin is one that I see quite frequently with brand new authors. They think about the text in the

book. They think about typing and writing. They think about working with editors and publishers. But, they tend

to forget about the cover, and just point blank, the old saw that’s very much a truism, is that people do judge a

book by its cover.

If you do not have a cover that is appealing to the eye, you are basically spitting in the eye of a potential buyer. So,

people really do judge a book by its cover, and it’s very important to make this extra subtle point about the deadly

sin, and that is all things being equal, one book versus another book, the one with a better cover simply is going to

sell better.

Right along with that, the best content, even if it’s the world’s most wonderful content, is only going to be sold

with a great cover. If your cover is ugly, and horrible, and terrible, you have put yourself at a real disadvantage.

You’ve got to think ahead about your cover. If you expire to be a financially successful, bestselling author, then

you must emulate other financially successful, bestselling books and their covers.

If you look at the New York Times bestsellers list, and compare and contrast books that are in your same category,

your same genre, and your book doesn’t look like it should be on the bestseller list, just by looking at the cover and

other competitors, it is likely that it will not be a bestselling book. And, that’s probably just because of the cover.

Therefore, I strongly suggest that you emulate the New York Times bestselling covers in your niche.

I’d like to also remind people that different markets, and different niches, as it relates to your cover, use different

colors, or color schemes, that match up with different markets. For example, when it comes to the paranormal

romance genre… We’ll use Twilight as an example. In the paranormal romance market, you’re going to see gray,

and you’re going to see, like, a foggy white. You’re also going to see red, and you’re going to see black. That’s the

palette of paranormal romance. You’ll see that. That’s a little ninja trick for you as well, and that means money in

the bank.

What’s the 2nd Deadly Sin? The second is all about editing. You know, many, many authors that I know like to write, and almost give birth to

their book, but they don’t spend the time nor the money, although it doesn’t have to be expensive, to edit a book.

Here is why this is possibly detrimental to you and your future royalties. What it comes down to is that the

number one reason for getting poor reviews… Let me say this again. The number one reason for getting poor

reviews isn’t the content of your book. It isn’t, like, the subject matter, or the story and how it flows. It’s not even

the cover. It’s poor editing. Grammar and spelling issues.

This is especially true if you aren’t working with a publisher, number one, and number two, if you are a self-

published author. So, if you are doing this on your own, you better darn-well make sure that you edit your book

properly. Not just proofread it, but truly edit it, if you want to avoid the possibility of getting some pretty nasty

reviews. There’s something very similar, related to this, with Kindle.

There’s definitely a relation between your formatting and getting bad reviews on Kindle. I strongly recommend

that first time authors have their book in a Kindle version, but many times, if that Kindle version is not properly

formatted… The cover can be great, and the content can be great, but if your formatting is poor, you’re still going

to get a bad review. At least you will with your Kindle book. So, again, take the time to actually get your Kindle

version formatted so that it looks good. In fact, you want it to look better than good. It needs to look great.

One of the big marks on self-published authors, especially, is that they don’t take the same time that a traditional

publisher would take in vetting the book. Your book should look and sound like other really well-done books.

That, of course, includes the editing of your book, including your grammar, syntax, style, and all of that. It’s got to

be right, and it’s going to reflect on you in a very, very positive light. Also, if you are going to make a Kindle

version, that’s got to be really pretty and well-formatted all the way through, which brings us to our next deadly

sin…

What’s the 3rd Deadly Sin? You’ve got to make sure, with your book, that you’ve got keywords in the title of your book. I’ve seen so many

books that are very, very high-quality, with wonderful content… I mean, they are just some of the best stories I’ve

ever seen, and yet, no one is ever going to be able to find these books if the author didn’t put keywords in the title.

Let me give you an analogy. You go to Google, and you do a search using a word or a phrase. You’re typing a

keyword or a keyword phrase. The same thing is happening elsewhere online, especially on Amazon.

I’d like to remind authors, first-time or otherwise, that Amazon is a giant buyers search engine. It’s a search engine

at the end of the day. Yes, it is also and eCommerce platform, and there are products for sale, but it’s a search

engine that’s used by people with money. So you have to make sure that keywords are in the title of your book.

Obviously, I don’t have time to go into how to determine what the best keywords are, but at least have that on

your mind. You need to have some keywords, and they need to be keywords that people would actually use to

find a book like yours.

Regarding the title, you should know that many books are sold by and through Amazon.com, and

BarnesandNoble.com, and to a lesser extent, the Apple bookstore. The one thing that’s true, across each of those

platforms, is that people may well be browsing for a title like yours, with the same type of title and content, and

your title must be visible from the thumbnail. In other words, when you go to Amazon, you don’t search for a

specific title, unless you already know what book you’re looking for.

If you were looking for a mystery novel, for instance, and you’re looking through the search results that come up

for the keyword “mystery novel”… You want your potential readers to be able to see the title of your book on that

little thumbnail cover as they scroll through. Books that have their covers designed this way are more likely to be

clicked on, and that’s the next step in getting your book prepared to be actually considered for purchase. You have

to attract the attention; that’s really what I’m saying here. You have to attract the attention and call out to your

prospective buyers, and a great way to do that is to not only have a great design for your cover, but also to have

the title of your book readable on the thumbnail.

That’s a very important point, and typically, it would have to be much larger than what you would expect. You

know what books look like in your mind. You know what they look like on your shelf. That text has to be very

large. That gives you, in essence, an unfair advantage.

What’s Deadly Sin #4? Speaking of an unfair advantage, Deadly Sin #4 is… This is tough. This is a really tough one. It’s focusing too much

on the content of your book. We’ve been talking about content and the cover, and that’s nice, that’s good, and

that’s important, but too much focus on content versus marketing can just wipe out, it can kill, it can murder your

royalties. The real reason for that is because books do not sell themselves. We like to think of them that way

because we are putting ourselves into the book.

We are putting our heart, soul, emotion, and even our humanity into the book. It’s not just words on a page. It’s

not just typing words, it’s getting a vision in your mind, and the ideas, and the passion. Whether it’s fiction or

nonfiction, it really doesn’t matter. You’re putting a real piece of yourself into the book. I’m being dramatic on

purpose because that’s what authors do.

Now, smart, rich, wealthy authors do something a little bit different. Not much different, but a little different, and

that is they plan ahead, and they do so specifically with their marketing. They think about their platform, which is

how they reach and distribute, and they think about their message about their book, not the book itself, but the

message about their book, like why it’s great and why it’s wonderful. We can go on about this, but that is the key

idea.

Bestselling Author, Jack Canfield, was once on the Real Fast Results podcast, and he was talking about the mindset

necessary for a bestseller. He and Mark Victor Hansen sold over 500 million books in that series, and what he said

that they did is one marketing task every day to market that book until it became a New York Times bestselling

book, and I hope to see you emulate this as well. They did this for months. It was one task a day, and they each

did one thing to market the book. So, it became a ritual. It became a habit, and that’s really what it takes.

It doesn’t have to be much. You don’t have to spend hours doing this every day. Just do a little something each

day. Get yourself booked on a podcast. Do a guest blog post. There are so many different things that you can do

to market your book. Just set that time aside and decide, commit, to actually doing that each and every day. If

you will do that, then you will not commit this huge deadly sin that I see so many authors do.

In fact, the vast majority of poor authors will never do this. They will never take the time to market their books.

They give birth to their book and then they walk away. It’s like giving birth to a child and then expecting it to raise

itself, and find its own food, and change its own pampers. It doesn’t work that way. You’ve got to bring it up.

You’ve got to nurture it. You’ve got to market it! That’s really what I’m saying here, and that is really what

separates the wheat from the chaff between poor authors and rich authors.

What’s Deadly Sin #5? I love this. I don’t love that it’s a sin and that people do this. What I love is that we are exposing these sins and

getting this message out there. We have to think of ourselves as more than just writers. We are authors, we are

promoters, and we are marketers to one degree or another. Deadly Sin #5 is not capturing leads. Not getting in

touch with, or not having a mechanism to get in touch with, our readers, with our audience.

We cannot reach people a second time easily without going through a marketplace again. In other words, if we

don’t control, or don’t have our hands on the leads, on the customers and so forth… If we don’t have that, then we

cannot easily reach out to them. Imagine that you had a great book and you put it out on the marketplace only to

hear crickets chirping, but eventually your audience grew. Now, think about the very next book that you launch.

Wouldn’t you want all of the people who bought your first book to be aware of your second book? You can also

link between books in a variety of ways.

I do want to point out something that’s very important about not capturing leads. This is really key advice that I

give my students. Okay? This is very important, and these are $1,000/hour clients of mine. High-dollar clients. I

ask, “Where is your call to action, and what is your call to action? What do you want people to do, and when they

do it, what do you expect from that? Why are you doing it?” So I ask the investigative reporter questions about

the call to action. “Who? Who are you targeting?” Is it every single buyer of the book? Is it the people that are

browsing? You know, why, when, and so on…

Ask questions about the call to action, and by God, get the call to action in there at the beginning and the end of

your book. It could be a digital book, for example a Kindle book for sale on Amazon, or it could be a “dead tree”

physical book. In either case, you can still have a call to action, like “Go Here and Buy Now”. By the way, you can

be very commanding. You don’t just have to be descriptive, and you don’t have to just come to folks with hat in

hand. You can command them to do something, like “Go Here Now”. It’s good to have an ethical bribe too. It’s

good to give them a reason why they should take action. But, like I said, by God, make sure that you have

something in there, and tell them what to do, and give them a reason why.

There’s a reason why it is so important to capture leads. Have a call to action, capture leads, and you can do some

great things. Let’s talk about that. Here’s the deal. I want folks to understand that their book, in many ways, is a

business card. It’s a calling card for whatever it is that they are doing in their day to day business, even if you are a

romance writer or some other type of fiction writer. That’s your business, to write romance books or whatever it

may be.

The thing about taking this kind of paradigm shift that I am suggesting to you is that your book can be a bonding

and relationship-building tool. One of the cool things that goes on is… Imagine that you pick up a book and you

start reading it, and as you are going through the book, you’re like, “Man, this author is great! They really

understand where I am and the solutions that I need in my life.” In other words, you start identifying with the

author. More importantly, you start identifying with how the author puts his/her solutions. You resonate with it,

and you can see yourself using their content in your life.

The fact of the matter is that, if it’s a good book, this happens with many, many readers. And, going back to this

particular deadly sin, if you’ve built this bond, which by the way is gold as an author… But, if you’ve built it, and

you haven’t given them another option to reach out and connect with you, to get onto your email list, and to get

some other things that you offer in your business, not only are you doing yourself a disservice, but you’re doing

your reader a disservice. That’s why this is such a crucial, crucial thing to do with all of your books. You must

capture the leads. That’s the primary reason.

They already know you. They already like you. They already love you. By the time they actually do reach out and

connect with you, and maybe ask to hire you as a coach, or a speaker, or a consultant, they’re already red hot

prospects because they already resonate with you. So give them a way to reach out and connect with you.

What’s Deadly Sin #6? This one is very interesting, and very few people talk about this, but it’s extremely important, especially as you

think about the launch of your book and what happens after the launch of your book. So, there’s the initial surge

of sales, and then there’s what happens after that. You either enjoy the royalty checks, or you don’t. The deadly

sin is the poor pricing of your book, or the inappropriate pricing of your book.

It’s kind of interesting because people almost always say, “Oh, do I need to drop the price down?” They always

think that they need to drop the price and that the price has to be low. “I need to get people to read the book and

to buy the book.” That’s, sort of, the dominant thinking. I do have some clients that try to price the book to the

moon when it doesn’t make any sense for them to do so. It can be too high, or it can be too low. So, we have to

take a step back for a moment. What matters with the pricing of your book is knowing the purpose of the price.

You do not want to just slap a price on it. You don’t want to just say, “I think $0.99 sounds about right. By having

the price low, I’ll get more buyers.” This is unbelievably important. Raising the price will very often increase

demand. It won’t just increase your royalties. You will actually sell more units. More people will buy your book as

you raise the price, in certain circumstances. Again, the point is to know what the purpose is.

You might have a lost leader. You know, books are often used as lost leaders, especially if you have a series of

books, and the first book within that series is low-priced. Why would you do that? It’s kind of like having a grocery

store and selling milk, right? You can lose money on the milk if they are filling their shopping carts with chips, and

soda, and beer, and everything else. You can do this by pricing one of your books low too. The point is, however,

that you don’t want to just slap the price on. Know the purpose of it in relation to the book.

One really interesting thing that I’ve learned about studying your price is that, first off, your price can change, and

it is primarily determined by your demand. So, when you first have a book come out into the marketplace, and

you haven’t yet launched it so no one knows that it exists, it has very low demand, obviously. As you go, and you

start using some of the strategies that have been discussed, such as the marketing rituals that will allow you to

create more demand for your book, you can actually raise the price incrementally. In other words, as demand

increases, you can raise the price, and you should because, if you don’t, you’re leaving money on the table.

That’s what this is all about. I want you to be able to overcome, or circumvent, this particular deadly sin by

incrementally increasing the price of your book as you create demand for your book. And, you’ll get a certain

push-back at a price point where your sales will, sort of, come back down. If your price goes too high, you’ll see

the drop in sales.

It’s not necessarily sales either, it’s also profits. That’s the other thing that we’re talking about here. If you sell 50

books at a higher price point, that might be better than selling 75 at a lower one. That’s because it can actually

result in higher royalties. This is particularly true with Kindle because at $0.99 you have a 30% royalty, but it kicks

up to 70% at $2.99 - $9.99. That’s a heck of a bump.

Again, you’ll want to keep these things in mind as you mark your price, and also, remember that just because you

price it at one price point today, that doesn’t mean you have to keep that price all the way through. You can

absolutely test your price. It’s going to be dynamic. The market is dynamic, so your pricing, ultimately, over time,

ought to be dynamic as well. Now, let’s move on to the seventh deadly sin…

What’s the 7th Deadly Sin? This is simple. It’s very straightforward. I know that many authors struggle with this. It is reviews. The deadly sin

is really not fully understanding reviews and what the “game” of reviews is all about. As I’ve mentioned

previously, planning ahead, from a marketing and selling point of view, and from a relationship point of view…

Looking forward in time, and thinking about your book as an asset that can pay you again and again, and

leveraging that asset again and again, this object that you have now, this book, this thing…

Really, it’s an information product, if you are a nonfiction author, but even if you are a fiction author, you ought to

understand that you have an information product. And, products need to be marketed in a certain way. That

being said, as you plan ahead, here’s my number one, key piece of advice related to reviews. The first review is the

most important review.

So many people get caught up in getting reviews. You’ll hear that language. “I need to get reviews. How can I get

more reviews?” They talk about reviews in the plural, and they don’t think about individuals, first of all. A single

human being, right? A single individual who is buying the book and establishing a relationship with you. Yes, they

bond. They cling right on. So, you’ve got to think about the individual. Then, second of all, the other side of that is

the very first review and the effort that you put in for it, carry that to second review and the third. The tenacity.

How persistent are you going to be in Review #4 and #5? Be as persistent in #5 as you were for #1.

That all being said, and leveling that playing field, that very first review is critical. Until you have that first review,

plan for it. Know ahead of time, when your book launches, exactly how you’re going to get that very first review.

Have a plan for that, just as much as what the cover is going to look like and what the title of the book is, or even

what the author’s name is (you). You have to have a plan in mind for your very first review, and you can go get

‘em after that. Yee-haw!

I would also say that the true power of your marketing… You start to feel the true power of your marketing, I

would say at Review #10. Between Review #10 and Review #20 is really the sweet spot for hitting your marketing

hard. Additionally, I’d like to say that until you get 10-20 reviews, I would focus on your reviews before you turn

your attention to other marketing efforts.

Just to be clear, the reason why you’d want to is because if a potential buyer, a potential reader of your book, is

considering buying your book, and there is some doubt in their mind about whether or not your book is going to

be appropriate for them, or whether they are going to like your book, they are always going to read the reviews.

They are going to see what other people have to say about your book, and then they are going to make a decision,

most likely, on what they read in those reviews.

In many, many cases, you want your reviews, obviously, to be as good as possible. That goes without saying. But,

the other thing, that I think is super-important, is that… You know, consumers are not stupid. Consumers are not

dumb people. If they see just a bunch of five-star reviews, and it’s only five-star reviews, and they are only 1-2

sentences long… Like, “Yeah, great book!” and it has five stars, and they see it over and over again, many people

are going to know something’s up, and they aren’t going to know whether or not to really believe the reviews. So,

if you happen to get a four-star review here and there, that’s cool. That’s alright.

Also, as you work on getting these reviews, you ask for “honest reviews”. If someone has agreed to do a review for

you, then you tell them, “I want an honest review that gives a considered analysis, or approach, to the book. In

other words, pros and cons because those are the reviews that are much more believable. So, really, really, truly

important.

Get those reviews, especially the first 10-20. They are the most important, and have a plan to get that. It’s critical

to plan ahead and know how you’re going to get the reviews. The beautiful thing is that after 20 then it just starts

to… I like to say, “Stack ‘em deep. Stack ‘em high.” Then, it’s just a matter of numbers.

We are going to give you a bonus. We’re going to give you an eighth deadly sin. What I think is fun about this one

is that, in a lot of ways, it encapsulates some of the key points that I’ve already made. It’s about the Amazon listing

itself, or your book listing, but Amazon in particular, since so many folks are listing their books there.

What’s the Bonus Deadly Sin? The Amazon listing, the associated bullets, and the description of your book are so important. What I’d like to

remind people of… Because, what happens is we start talking about certain elements of your book, like the title,

and even you, if you have a pen name, and in some cases, the pricing. People will take, maybe, the back matter or

the inside cover matter and just throw it on. They’ll just, kind of, write something up, and not think much about it.

Listen, at the end of the day, as someone is scanning that page and looking at it, and as they are trying to make a

buying decision…

You need to be talking about, and thinking about, and typing up the benefits, not the story or the plot itself. Not

even elements from within the book, unless you are talking about the benefits of those elements. Again, this does

apply to fiction and nonfiction writers, okay? You don’t need to retell the story. You don’t need to do that, at least

not in the description. You might tease a little bit, but that’s a benefit in a way. You can, kind of, think of it that

way.

If you are a nonfiction author explaining everything, or trying to compress the entire book into the description,

that doesn’t make sense. What are they going to get out of that book? Are they going to be entertained? How

are they going to feel? What are other people saying? And, this goes back to the reviews. What are people saying

about the book? You can always go back and make adjustments to the description, especially on Amazon, and you

can base your changes on things that you see in the reviews. If you see that everyone is talking about the

wonderful language being used making people feel a certain way, like beautiful, wondering, awe inspiring, or

whatever, incorporate that language back into the description.

I could go on and on about this, but it really comes down to focusing on the benefits, and specifically on the human

element related to that. It could be entertainment, it could be knowledge, it could be a better job, right? I could

be making more money. It could be getting healthier. There’s only so many needs and wants in this world, and

we’re all the same. We care about being the alpha dog. We care about our egos. We care about security and

safety. These are benefits to people. This is why we do what we do. This is why we buy books. I want to leave

that with you because it’s about the human piece, and it’s about the benefits.

I also want to loop back to an earlier idea, as it relates to the listings and the bullets. While it’s true that you are

talking to people, usually this buyer’s search engine that we call Amazon, or for that matter, Google, is a computer,

right? It’s a software application that people use to find your book and your listing. Therefore, you have to keep in

mind what the buyer keywords are for your particular title, and for your specific genre or category.

You know, if you have great language, but no one is finding your listing because you don’t have proper keywords in

your bullets, your description on Amazon, for example, well guess what? It will definitely kill your royalties. It will!

Again, buyer keywords are so, so important, and when I say “buyer keywords,” I’m talking about keywords that

people use when they are searching for products they want to buy. Whatever keywords are going to lead people

to buy your book, those are buyer keywords.

Again, there’s no time to chat about exactly how to find those keywords, other than to say… I’ll give you a hint

here. Look at your competitors. Look at the bestselling books in your category that are selling much better than

yours, and look at, from title to title, what keywords are repeated over and over again in each one of those titles.

You should know, at that point, “Ah! Maybe I should use this particular phrase, or these particular two or three

words put together, in maybe my title, maybe my description, or maybe my bullet points,” because there is a

reason why those books are bestselling and doing very, very well, and a big part of that is they are found in the

search engine more frequently. And, that’s how they are found.

It’s kind of interesting, speaking of ego, which I mentioned earlier, get your ego out of the way. It’s tough, and this

might be the 9th deadly sin. It’s not about you, and it’s really not even about your book. It’s about the wants,

needs, desires, and beyond, of the folks, the prospects, the readers, and ultimately, really your customers. Long-

term, it’s about the loyal customers of yours. What words and phrases are they using? You just got that big hint.

The best sellers in your market and niche clearly resonate with the same people that you want to connect with. So

that was an absolutely golden tip. There are diamonds just laying there for you to pick up.

How Can I Learn More? We do have a little bit more information for you. This does, indeed, wrap up the seven, perhaps eight, deadly sins

that murder first-time author royalty checks. However, I do have a little bit more for you. It’s the simple three-

step process of knowing what to do with the rest of your life, with John S. Rhodes. Real Fast Results has a

delightful podcast in which I was interviewed and provided some really great training that I know applies to you. If

you have enjoyed what you learned today, you are definitely going to love that episode. You can access it by

heading over to RealFastResults.com/58.

Again, this is John S. Rhodes. I appreciate you, and I appreciate your time. Congratulations on spending time on

getting the Real Fast Results you want and need. We know you are going to take action on this information and

you are going to take action on our advice. I’m so happy and excited for you, whether you are a first-time author

or a second or third time author. You’ve just learned how to avoid these deadly sins and improve your financial

future. It isn’t that hard. It just takes a little bit of extra work and a little knowledge. That’s inside knowledge as

well as exposure and experience, which you can get by taking action on what you learn throughout these episodes.

Real Fast Results Community If you are diggin’ on this stuff and really love what we’re doing here at Real Fast Results, would you please do me a

favor? Head on over to iTunes, and make sure that you subscribe to this show, download it, and rate & review it.

That would be an awesome thing.

Of course, we also want to know your results. Please share those results with us at

http://www.realfastresults.com/results.

As always, go make results happen!