Chapter jump times St. Patty's Day 5:34 Tom's at the point where he won't be a fresh face on the scene. 10:20 Max's book is a direct rip-off. 15:52 Max's new focus is independent consultants. 20:02 Sending a book out of nowhere - BALLER MOVE 21:52 Writing a book in spite of you. 26:07 Why you need to get your book out to your target audience. 30:40 Max Traylor is the author of Consultant's Survival Guide: Learnings for Make Benefit the Glorious Profession of Consulting.
https://www.amazon.com/Consultants-Survival-Guide-Profession-Consulting/dp/1734854561 His latest book is the follow up to his 1st book, The Agency Survival Guide: How to Productize Consulting Services and Do Other Things Better Too Vol. 30, B2B Marketing Advisor, Inbound Agency Coach, Strategist, and host of Beers With Max podcast. Hit him up at MaxTraylor.com Max returns to the show to talk about the potential next edition Vol. 31, The Gap theory by Dan Sullivan Strategic Coach, Celebrate Your Achievements, Measuring Your Progress, Vendor Evaluation, Be An Indispensable Partner, Hedonistic Treadmill and more. Episode sponsored by SQUARESPACE create a customizable website or online store with an all-in-one solution from Squarespace. Choose a website template and start your free trial today. Here's our Squarespace promo coupon discount code affiliate link
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https://otter.ai/referrals/AVPIT85N Law Smith 00:01 sweat equity podcast and streaming show the number one business comedy podcast in the world Yeah, we've got our buddy Max trailer on I don't know if he's our buddy anymore because he didn't see us while he was an hour away when he came into town our what? He's got a new book called The consultants Survival Guide. Eric Readinger 00:22 Oh yeah. Learning how to make men admit the glorious profession of consulting. Law Smith 00:27 And Eric's going to be doing the audio book from this episode. Are these two episodes I should say? Hey, we're the 2028 note Eric Readinger 00:36 of that. You might hear this twice. It's not a mess up. It's gonna be the second part of it. Law Smith 00:40 Yeah. And your look your second lead on an audio book. That's amazing, dude. What does he do? He taught us how to write a book again. He he talked to us about how he basically did a second issue by changing only 25% of the words from his last book genius and some site study he's been working on so exciting stuff from all Maxie. Listen to us on iTunes, Apple podcast, Spotify and Google podcasts, Amazon music, your mom's Law Smith 01:11 plenty of today's occupations didn't exist a decade ago like an Esports game coach or a cryptocurrency analyst. from Etsy seller to Podcast Producer new opportunities to build a career are popping up every day. And Squarespace is the ultimate tool for the professionals to use to build a site to market their brand and to sell anything. Features like I'm gonna read this whole cost to it. I didn't know what I thought we got a new sponsor or something. No, I just pull a copy from another big podcast about Squarespace. Features like Squarespace analytics allows you to use insights to grow your business so that telehealth therapists can see where you need to be I should take the shades up. I'm not going to because I look cool. The appointment scheduling feature allows you to add Online Booking and Scheduling to your Squarespace site. You might have to hit the intro music another time. So that divorce a in need a professional online dating profile writer can schedule an informational interview right on your site. What are you waiting for? Get a free trial for Squarespace. Build your site your brand marketed out there with our free trial in the description. Hit the link. Let's get it going. Hot sweat Eric Readinger 02:56 listening to the sweat equity podcast. We're recording. totally busted. Law Smith 03:02 Oh shit. Oh, the mics are hot. Eric Readinger 03:05 They're always hot. Law Smith 03:06 Are we going? Hot lab? Eric Readinger 03:08 We're going we're going. Law Smith 03:10 We'll do a Boom Clap. Yeah. Okay, thanks. You need that to sync the audio? Anybody Eric Readinger 03:16 heard that one time? Law Smith 03:17 i Yeah, Eric Readinger 03:18 but it makes one movies that I'm gonna do. I'm gonna say that all the time now. Max Traylor 03:22 I mean, I'm not getting your audio through this. I hear you guys through the through the computer audio, but I assume it's cool on your side. Law Smith 03:28 Yeah, yeah. We don't care about the guests. AV you don't need to hear Max Traylor 03:33 if you see me leading in and needing you to repeat yourself. That's why Law Smith 03:37 Yeah, it's on the it's on the list of to do's that we haven't gotten around to I just I tried Max Traylor 03:44 to articulate with your lips be really animated. You're asking the Law Smith 03:47 wrong on bread, sir. Eric Readinger 03:50 Bad pronunciation. Law Smith 03:51 I make Joe Biden look eloquent. The what's it called? Now we have a I tried to do Riverside FM. So we could get the guests and 1080 but it's a whole thing. They like they want to be like the simple post production for podcasts. Yeah, I started to look at them while ago. It's like I can't even put a background. A fake background. You know, I like to put a lot of remember that movie cuties know a bunch of you know, well I made it tasteful. Like, Max Traylor 04:29 I don't think that's the thing to put on the podcast. It's too late now. Well, no, I mean, Law Smith 04:33 too late. It's a good movie, guys. Oh, no, I don't know where I'm firing hon. Never Eric Readinger 04:39 even heard it. Law Smith 04:40 I haven't talked to an adult all day. So you guys are getting it. Oh, great. Eric Readinger 04:44 Lots of bad words. A bad way. to prom with Riverside though is that most of the time. The guests don't have a 1080 p camera on their end. So no matter what. Usually if there is a webcam, it's not high def Law Smith 04:58 it's I thought Most of them returned at now. Like as if like, this is man, this is like vagina dry conversation. I don't care. I know but like, if, if we're at a dinner party, you know, like, and we're like, No, we didn't get 2019 Eric Readinger 05:18 Because you and I have a conversation we'd still be talking even commentator and conversation. Like, no everybody shut up. Listen to this about the like, we're doing Max and he's drinking. Law Smith 05:27 I forgot to bring my high Nunes dammit. Eric Readinger 05:30 Well, that's a big dark beer. Law Smith 05:32 What are you drinking their max? Max Traylor 05:34 I'm drinking a Guinness Extra Stout. Law Smith 05:39 You'd like your oatmeal with a little alcohol on it? Max Traylor 05:42 Yeah, well, I'm still recovering from the Irish hangover. From a few days ago. So Law Smith 05:48 what do you do? How would you do on on St. Patty's Day? Max Traylor 05:53 You'd have to ask someone. You know, I have two kids now. Law Smith 05:58 I don't go dad drinking the party. Max Traylor 06:02 I don't go as hard. I was I was at a simulator. I was at a golf simulator as I do. And an Irish guy showed up with a keg of Guinness on one of those luggage carriers. Right, though I just see a luggage carrier coming by with a pair of golf clubs and a keg of Guinness. That's a Law Smith 06:23 That's a fucking pro drinking move. I've never even heard that. Yeah, Max Traylor 06:26 and I swear to God, these guys were straight out of the Irish mob. Like he had there was a guy Eric Readinger 06:33 but not that intimidating. Law Smith 06:35 They all look like potatoes. Right? Yeah. Oh, cute. You are just one one second, guys. Oh, Shane Gillis is on the kids and doing a podcast. Oh, bring them bring them in. Eric Readinger 06:45 Bring them in. Let's see what they have to say. And she's Max Traylor 06:47 there's my two year old Sadie I don't think she was even alive last night. Law Smith 06:53 Sadie Hawkins dance Eric Readinger 06:56 all right. Yeah, man. I Max Traylor 06:58 got kids now. So satisfied with my performance. I doubled down I got the five year old I got the Law Smith 07:03 two year old. Have you gotten the vasectomy row Max Traylor 07:07 I went straight to Dr. snippet. I said no this right now. Eric Readinger 07:11 Very unromantic, wasn't it? Max Traylor 07:15 Yeah, it was. And Law Smith 07:18 no credit for life. Like look at me. Look, I did the procedure for us. Like I did. Exactly. So like I didn't make you get your tubes tied like an asshole guy. Max Traylor 07:27 Right, right. But just to wait two Law Smith 07:31 weeks. Who you busted Busta Rhymes wide open like Eric did, Eric. Max Traylor 07:39 I don't like I don't wait two weeks. Like I don't do that for anything. Max. Don't do that. Yeah, like I was golfing in seven days and the other stuff. I maybe lasted five. That's not a good idea. Eric Readinger 07:52 five watt minutes. Law Smith 07:55 Yeah, what days? Okay. So wait, how did that schedule break down? You got the procedure. You got the cauterize. They say two weeks. I said two weeks. Max Traylor 08:05 I said five days. Sounds better. You're fine. That'll That'll hurt you. You're playing with fire there. Law Smith 08:12 Yeah, you don't want to really it's not worth risking was maybe I'm really risk averse. Like, because that worries me even hearing that. Because Max Traylor 08:24 I've never gotten five days before like I was shaking. Like it was non negotiable. Like it was gonna happen. Oh, for Law Smith 08:29 repercussions. Zoom tight. Yeah, we've done that. Okay. Yeah, like an official Max Traylor 08:34 consequence. Like it was gonna have GOC I get it. We're clean Law Smith 08:39 show now. Get Max Traylor 08:42 all your clean show. Oh, yeah, we're Law Smith 08:43 getting picked up by the 700 Club podcast Max Traylor 08:47 is gonna tell me that stuff. You were talking about? Children earlier? I don't know. Law Smith 08:51 Oh, no, we're not. We're never ever there's too much. I kind of hope there's enough recording of us that all the way down the line you can mix up my Max Traylor 09:06 so look, you guys are my only friends in the comedy world. Like how, how tough is it in the comedy world now? Like how PC does it gotta be? Or you guys just like fuck it, we're gonna do it. Law Smith 09:18 It's a pendulum. You know, you'll hear a lot of comics on podcast bitching about it. Like you can't say that anymore. Like that kind of stuff. But really, it look it's funny. Eric Readinger 09:27 It's funny. And it makes sense. stuff too to argue. Law Smith 09:32 I think it sounds like but the beauty Max Traylor 09:33 is you know if it's funny until you do it, so Law Smith 09:38 yeah, yeah, we practice on stage so that's that's tough. But look, you fail a lot and stand up so it's not like it's a new thing, right? Much like business because the comics hate me telling them this but like you're you're an entrepreneur smooth transition. Well, no comics don't want to think that they have any business savvy. They just want to be a romantic art. So your site, no doubt, you're way more entrepreneurial than you realize, like, Who made that flyer to promote the show that you produced? That who walked in there to make that show happen? Like, that's all like entrepreneurial. You know? Like, Max Traylor 10:15 I hear it's a pretty darn tough business model. You guys work your butt off. And like, Law Smith 10:21 you know, I'm at the point where I won't be a fresh face Eric Readinger 10:26 on the scene. Yeah. A young, young gun. Law Smith 10:29 I had to deal with that a few years ago. You know, I'm not gonna bust out as a young young kid. But there are a lot of guys that break later. And it's one of those things. It's like, I started my sister on the phone. And we were catching up. We hadn't talked in a while. And she was like, I was like, Yeah, I'm going to still try to shoot something this year, some kind of special, even if it's 30 minutes at the club that's like, a mile away from where we are right now. It's like I said last year. Eric Readinger 10:59 Oh, no, I'm not not not at that. In my head at that. I just, I'm afraid what your sister said. Law Smith 11:05 Oh, she was like, Oh, you're still pursuing that? Yep. Yeah. I was like, Yeah, I don't think I'll I don't see a future will ever stopped completely. But I busted her on this because I go stop thinking of it. Like you're doing it. Right. Start thinking of it. Like the person who's been doing it since the failure. Right, but out. Eric Readinger 11:28 You know, sometimes you get older and you find your voice as an old guy. Yeah, you know, you become a curmudgeon. And it's funny. Law Smith 11:34 I actually was getting sad about this at one point before that conversation so I looked up comics that broke a lot later. It made me feel better like Ron Wyatt says that pro wrestling search No, because it gave me hope. And the way things are going now like the guys that are huge at the moment, their own 40s 50s right like like we're just I'm just waiting for one of my friends to get famous and let me open for them and I'm fine. Why Tom maybe yeah, JB ball Robbie, slowly get on it. Are Jared waters still doing well? So it has been a year and a half? I think since you've come on last really? No. We had a lot of Max and then no Max. Because he's been writing football there's no way while he prioritizes his time we couldn't do this yesterday because he had to play golf. Right? Yep. Which after reading the book I respect reading the whole Saturday Eric Readinger 12:39 he's doing a smile and dragging burning Law Smith 12:44 Have you heard me try to read on this podcast is bad finger Max Traylor 12:49 any day read for law? Law Smith 12:51 I didn't listen it wasn't in one sitting. I do a couple push ups you know get these guns going? Oh, yeah. Max Traylor 12:58 You make notes in the market you make little you do little mental exercises in between give it a I got Law Smith 13:03 notes maybe got a post it note. I said if the guy drawing is if the guy it's a lot of penis post it's honestly every page has a penis. I can't help it. You know some guys draw that s for my school that is like paradoxical s or whatever. Eric Readinger 13:21 Goes like this isn't our best show ever. I think so far. Law Smith 13:26 We're just getting into it. We're just easing in no Lu. You know, you can't just we haven't seen the boy in a while. And sometimes a little chit chat is nice. Sometimes a little small talk. Are you good at small talk? Eric Readinger 13:40 Yes, period. Law Smith 13:42 Max. Do you love small talk? It's great. Riveting, the revenue Eric Readinger 13:48 the weather and politics. Law Smith 13:54 pollen allergies down here, man. I know what are you dealing with up in the Northeast? Max Traylor 13:59 I was just down in Florida man. I just spent two weeks in Sarasota playing golf kuko Law Smith 14:05 only an hour away. Not a big deal. We're not selling we could go I'm gonna hold you play that random ball. Let's Max Traylor 14:11 talk about let's talk about the coast. I was unaware that the Florida coast is full of dead fish and you can't like walk anywhere without convulsing cough. Law Smith 14:23 That's your week we give you that's on purpose, by the way. Eric Readinger 14:29 trucks onto to drive it right down the beach and they just made Max Traylor 14:33 you do something everyone was moving there to die. So you had to, you know, deter people in some way. Yeah. You stayed though, right? Law Smith 14:41 Yeah, you were playing golf. You didn't have to deal with any of that. You didn't come up to Tampa. That's only an hour drive. We're not bitter or anything. Max Traylor 14:51 I'll come back. Sure. Law Smith 14:52 They all say that. You want nicotine gum? Eric Readinger 14:56 No, thanks. Okay. You holler at me if I'm chewing gum nicotine podcast. Just wondering if you Law Smith 15:01 were going to put it in like a dip? Like a good human and try not to chop it, but when it chomps or we get dad noise dad whistle Yeah, I can always whistle I gotta tell you, I go right in and just Yeah, and then you have the nicotine gum burrito? Eric Readinger 15:20 Like, what did I just miss? Oh Law Smith 15:21 kundig All right, um, well, look, this isn't Def Jam, guys, this is serious. So you got a book called consultants Survival Guide. I'll put it up here on the video here. Big Yellow Book. And then the subtitle you want to tell me about the subtitle here? Because every time I read it, every time I read, we read normally. So I was like, I had to read this 10 times to make sure it Eric Readinger 15:48 will make benefit the glorious profession of consulting. Yes. Max Traylor 15:52 Eric gets it. No, Law Smith 15:54 I sent it to him. The subtitles bore at S. Max Traylor 16:00 Yeah, well, it's a direct ripoff. If we're being, we're being honest, you can call a cover. And I put I put so much work into those books. And I tried like four times. I think I talked to you about this last time. But like, I tried four times to write a book, I hired the book people. And it was just never me. And so at the end of a project that like, you know, is you and you're like, you know, I don't really care if people like it. This is me. This is how I talk is what I think I wrote this effing thing. There is no ghost writing going on. That's me. I'm gonna put a wacky title that is a nod to a movie that I like, even the first book was a nod to Zoo lander. And so you know, and so this one Law Smith 16:46 agency, survival guide we have right here, how to productize consulting service, realize that and do other things good to do other things better to oh, well, volume 30 get it? Because I don't Max Traylor 16:58 know you remember from zoo Landers Center for kids who can't read good. No. Yeah, do other things better two are my favorite. Do you do that as be at least three times bigger? Law Smith 17:07 You know, do you do that as like an Easter egg for people that actually looked at the cover? What did the title Yeah, Max Traylor 17:14 and Easter egg and you know, it helps me profile people because I get people that email me there's like, Max, you know, you made like, a typo on the cover. And I'm like, oh my god, Eric Readinger 17:22 oh my God, never email me again. Ever. Yeah. And then Max Traylor 17:25 people email me and they're like, dude, love this, right. Like, I know, I know who I want to be working with Exactly. Eric Readinger 17:31 Like that. Law Smith 17:32 That's funny, because that's maybe the only way you'll get someone to tell you they're reading it as they're reading it. Max Traylor 17:39 Right, like paying attention, right? Yeah, I mean, either way, it's a compliment because they're paying attention. That's what I've come to feel. Eric Readinger 17:47 Right? Like Dean Akers in his book. If you make it this far, call me and I'll give you whatever $20 or something. Yeah, right. Law Smith 17:52 He'll dog you're a corner like say page 79 And he'll say call me when you get to this page. I'll give you 20 bucks or 100 bucks. Max Traylor 18:02 Well, so I I kind of did you get to the trigger warning? Law Smith 18:07 I thought I did. Maybe I didn't read the whole book. Eric Readinger 18:10 I didn't even get the book. Ooh, Law Smith 18:12 there you go. Let's say we're only an hour away Max. Eric Readinger 18:14 Let's talk about that and you get a book delivered an hour away Eric You know, Law Smith 18:20 Solo cups shirt. Max Traylor 18:23 I could worry most people don't most people say don't sell anything with your book but in the back of the book. I was like you know I wrote this I did this you've come this far. So I put a little trigger warning for you know emotionally sensitive buyers and then I went ahead and you know told them how they could pay me Law Smith 18:43 all they see is a bunch of blank pages in the back I hate to tell you Max Traylor 18:48 anyway, let's forget about the trigger warning. Yeah, man I Eric Readinger 18:51 think we can Law Smith 18:53 add page markers dude beforehand. We don't have people that give me the book ahead of time. People just tell us they have a book and they never send it to us so I want to talk to you got it Trigger Eric Readinger 19:06 Warning the following pages contain a sales pitch for Mac's trailers 90 Day Challenge easily offended readers be advised please direct all inquiries and or complaints directly to the source accent Max
trailer.com Max Traylor 19:18 Thank you we can we can get we can get Eric for the readings. Eric Readinger 19:24 Definitely I'll read you let me do the audio version. Max Traylor 19:26 I'll i will i am doing an audible version. I'll read it and I do need someone to play like a really feminine annoying client Eric Readinger 19:37 perfect. I can do Law Smith 19:38 all of them. He's the voice to Eric Readinger 19:40 do it. Happy to do it. Right now. The axe can't do that. Let's give it a whirl mags can't do Law Smith 19:47 that. Pretty good. Max Traylor 19:48 Exactly. So Law Smith 19:51 anyway, what else you got in your arsenal? I don't know. Eric Readinger 19:53 I mean, what other what other What Law Smith 19:55 about nervous office guy? Eric Readinger 19:57 He Max I don't know if he should really think Law Smith 19:59 about GE Max Traylor 20:02 percent of your income into your boss's hands and maximum better Law Smith 20:07 show the first guy. I'm here a lot of first guy and second guy. This is the voice game. All right. What am I why do I get the point? Max is Dad, can you do him? Max quit jacking off in my shed? Dammit. Pretty good. Pretty good. Max Traylor 20:23 Yeah, that's it. That's it. Yeah. Yeah, man. But yeah, I think a year and, you know, aside from having another kid I decided that, you know, I just don't want to spend my time with these companies anymore. It's too frustrating. And I'm, I'm solely focused on the independent consultants now. So that's been cool. Law Smith 20:47 You're the consultants for the consultants? Eric Readinger 20:49 That's right, a bullshitters bullshitter, who's consulting numax? Law Smith 20:54 Who watches the watchmen? Max Traylor 20:55 Well, I spent six years in the Strategic Coach program, Dan Sullivan creation out of Toronto, great, great coaching program for consultants. And then I did did some events with the baby bathwater Institute, which is a wild, wild conglomerate of really successful entrepreneurs. And so, yeah, I mean, it has certainly, I didn't think Eric Readinger 21:25 the answer to that. Law Smith 21:26 I thought there was a subtitle joke. Well, yeah, I Max Traylor 21:29 thought it was a rhetorical question, but it's actually a good question. Because like, you gotta invest in yourself and the beers of Max podcast. I mean, I spent eight years interviewing people that are like, a lot smarter than me and are like, published authors and speakers and Hall of Fame. You know, folks, so it's like, a free ticket to learn from people. And so, yeah, it's it's a, it's a good question. Law Smith 21:52 We say the exact same thing. Yeah, we Eric Readinger 21:53 do that too. Yeah. You learn a lot. Yeah. You just stuff, Law Smith 21:57 dude. So, you. First I want to say baller move, sending a book out of nowhere. No email. No heads up. Eric Readinger 22:07 I just opened the book and the first thing it says baller move sending a FedEx your new book? Yeah, that's my notes is first note. Yeah. Max Traylor 22:15 That was the first one. Yeah. Oh, that's in the notes. That's in his little. Law Smith 22:19 Yeah. Did you see I posted baller move, literally. Max Traylor 22:23 Oh my god, I just had an idea. What if I create a second edition and I collect all the people's notes on the different pages and I published the notes inside the book. Law Smith 22:35 It looks like a ransom note when you get all mine because that's kind of how I'm surprised you read that? Because Max Traylor 22:41 opens to laws follow remove ascending book for no reason. You Law Smith 22:45 know, there. There are a couple pianists posted in there. I'm not gonna lie. I doodle. I got what they could add but into I would do push ups read a little bit do more push ups. That was kind of my routine for reading this. Eric Readinger 23:00 You mentioned? Yeah. You're up to three sets of push ups now. Law Smith 23:04 You know, 100 a day. Pretty good. Looking. yoked? Do you have a book in you guys? It was one of my goals last year it did not achieve. We're going to take we're actually going to take out a page of your playbook for how you did Max Traylor 23:21 teaching strategy. Law Smith 23:21 I got a publishing let's hear it because this open source it to the fans to the audience. Yes. How do you how do you get a book out? Max Traylor 23:30 How do you get a book out? Law Smith 23:31 Yeah. All right. You told us how to do this already. But I wanted to better than Max Traylor 23:34 the guy the thing the guy taught me, I'll make an introduction. But you pick one thing that you want people to do. So in my in my first book, The thing was I want people to sell the plan like it was for agency owners, they give away the plan for free. You know, they're they're just destroying themselves. So the one thing that the entire book centers around is getting them to actually sell the plan that they currently give away for free. And that makes it so simple. That makes everything like does it help with that thing that I want them to know so it doesn't belong in there? That's why it was like 10,000 words it was like 60 pages soaking wet like there was like blank pages for like thoughts and things oh Law Smith 24:23 you did the Family Guy joke when Brian writes a book like half the pages are like you you draw yourself like you you write this page yourself Max Traylor 24:31 at the time at the time Amazon page limit we almost pulled out like the period trick like the double spaced period trick from high school termpaper Yeah, Eric Readinger 24:40 yeah. So like, is that line height a little bit? Max Traylor 24:45 Yeah, exactly. line height font like I was I was pulling out all the stops because like who wants a little bit but the reviews? I loved it because all the positive reviews and the one negative review. I got said the same thing. The book was short. They're like thank God cuz I could actually read this. It was short. You know, it didn't just bleh right. And then the negative review was like, I can't believe I paid $2 It was so short. I was like, Yes, I like that's my favorite review means like Morningstar, Law Smith 25:14 pissed. I'm so mad. Alright. It's two bucks. By two Buck chuck with that. It's Max Traylor 25:20 still like $1. I mean, like, $1 is like comical. Well, Law Smith 25:25 so what does it take now to write a book? What's what's the minimum constraints for two guys that don't really want to write one, but we just want to get author title. Max Traylor 25:35 Yeah, dude, you already have we're going to do have is, you're not even the task for you is not to write a book. It's to pick your episodes that you want to put into a book that's putting all the max and find somebody that knows now publishing and can like corral the thing into what like you guys do something? Well, don't try and be authors just say I got all this shit. Does anyone know how to turn shit into a great book? There's people like I no one's name is Corey. Law Smith 26:06 Yeah, but we're cheap dads, too. That's the problem. So we'll go well, we could this will be inexperienced. We can do this. Max Traylor 26:14 Yeah, well, you know, in that case, you might have to do some of the lifting yourself. But Law Smith 26:18 I've got real story and transcriptions of the episodes. The idea was just if we have to wrap a little bit around the interview now Max Traylor 26:27 that your reality is you might not be doing a book. Deal right don't Law Smith 26:34 take my dream book. I just want to be an author without writing what the fuck is wrong with that? Right, right and you know, I will write I will write Yeah, I identify Max Traylor 26:45 hummingbird Law Smith 26:47 pond burned. Eric Readinger 26:49 Now, you know, we'll do is we'll write a book in spite of you, Max. Yeah, that's what gets us go and quite fuel. Short write a book, you know, be terrible. Just in spite of Max. Law Smith 27:00 ampersand. Yeah, and you'd call it title. It's Eric Readinger 27:04 gonna be stupid, or Yeah, it's gonna be stupid than yours. Way dumber. Max Traylor 27:08 Wait, Eric in law's terrible book? Yes, 27:10 that's actually pretty good. Right? Max Traylor 27:11 Yeah, good title. I Law Smith 27:12 think I think we'll stick with a sweat equity. But Eric Readinger 27:15 Oh, right. Have a title. Dammit. Law Smith 27:17 That one pretty much works. Sweat equity that just keep it under the same brand. But sweat like we did on subtitle like sweaty your balls or something? I don't know. Just Max Traylor 27:28 changed in the three years we've known each other You're still rocking the sweaty balls tagline? Law Smith 27:33 Or do we pitch that before? We don't repeat ourselves? Are you crazy? Eric Readinger 27:39 Remember that Law Smith 27:39 that's like what old dads do not us. What's the difference between writing this book? The consultants Survival Guide, versus the previous book, the agency? Survival Guide. Max Traylor 27:58 Yeah, the key to it was a long time ago, I realized I wasn't going to write multiple books. Okay. I was going to write one book multiple times. If you do a word count on the how many exact same words in chapters appear from Book One to book two is about 75% The exact same book. Law Smith 28:16 Oh, I had sent this to Eric in Slack a couple hours ago. I go Yeah, I was looking at some of the stuff. I was like when I read the book. I was like, didn't X tell us this stuff in interviews? I'm definitely too lazy to go looked at me even though we have outer body experience. Well, look, I shabu I have a weird memory. Like I'll remember shit that I'm not supposed to remember and forget, especially when you take good notes. We know that. Well. We got robots doing that now. Yeah, no, I have to take knowledge and the only reason I'll take notes because it actually helps me memorize. So if I do a setlist before I go up, it'll be like seven words. And I'll just go okay, I can fill in the blanks in between that. Yeah, yeah, sometimes, or sometimes not right at all in bomb. But like, just by the fact of writing a note. I might not use it. I think you're like 30% likely or to memorize it or something like that. If you write down. I may have made that up. Yeah, me too. Max Traylor 29:14 No, I do all handwritten notes on all my like sales calls on all my workshops. Like I'm a handwritten note guy too. It's absolutely yeah. I mean, you have a photographic memory. So what you're experiencing is not deja vu. It's 75% the exact same content. I changed some words I took some chapters out. New chapters, I Law Smith 29:34 loved it. Once I saw the money tree, I put them side by side in each book. The money tree diagram is 23 chapters Max Traylor 29:40 the exact same Yeah, literally the exact same. And I switch them around in the order just to make you know, Law Smith 29:48 the three car might not you know, Max Traylor 29:50 but I got the idea from a buddy of mine that wrote a book really successful. leadership coach, and I was talking to him and he was Like he wrote The Ultimate Sales revolution. It was a book. He's like, Yeah, I wrote the book for the wrong audience, because I really decided that my target audience is really chief operating officers. So I'm relaunching the book. I was like, you're rewriting the book. He's like, No, I'm re relaunching. I'm just changing the title and the cover. I was like, what a badass. I was like, that's the way to do it. You know, all these authors? I'm 15 Times published 15 times. See, we think Law Smith 30:28 we're thinking one book. We should do multiple Eric Readinger 30:31 books, right? No, we're thinking like, like, it's Google indexing these books or something. Nobody's checking this shit. We could just change the time. Max Traylor 30:40 I can plagiarize my own right. Law Smith 30:42 How bad would it be to go? Were you pleased sandwich Eric Readinger 30:44 more? For the next one. It could be 70 25% bigger than this one. It's got this whole thing. And I'm Max Traylor 30:50 gonna send you an Amazon published book. It's gonna be Max's book for law. Law Smith 30:55 Yeah, dope. And you're gonna be like, Oh, my God, gonna get that customer. Max Traylor 30:58 Yeah, like, law book. Law Smith 31:02 Suck on that Grisham? Well, no, I, I once I realized that I go, that's, that's brilliant. There's more consultants than there are agency owners. So that's number one. Right? You hit a if you're trying to do that. Max Traylor 31:18 I mean, that wasn't a part of my consideration. I'm never gonna, I'm never going to even scratch the surface of my addressable market. Law Smith 31:26 Well, you want to get it out there. At some point it will it like, it probably won't be on the New York Times bestseller probably won't. I don't know percentage. But I'm saying like, you do want it to get out there at a certain clip. Right? You did it for a reason? Yeah, well, Max Traylor 31:49 the reason is sending it to people, right? And then being like, a baller move guys really credible. Incredible, I should pay him till Law Smith 32:01 they see this interview. Fuck, they Max Traylor 32:06 show it to anybody in my target audience if you'd be pleased, but this whole books, look there. There are different ways, there are different ways to use the book. And what I learned from my third book, the way I used my third, my first book is that I would talk to somebody, and if I knew they were a good fit, I would send them my book. Now half the time, by the time I got to the second conversation, they had read my book, and they would say I want to work with you. Maybe like, great, so I was like, This is the greatest thing of all time. And it cost me like $7 to send them a book. And so I'm going a little bit beyond that. Now, because I have shifted from a low volume, high ticket business model where I charge like 50 grand, and I want one one deal a month, to a more volume based business model where I'm charging, you know, a monthly fee to consultants. So now I'm doing more group workshops that people that do my group workshops, get about 20, every week or so they get a digital copy of my book, if I think they're a good fit, and they in the workshop, they're like, they seem like a good fit. I'll send them a an actual copy of my book, like the one I sent to you. And it's just like something that is very little effort on my part that gives them a very good sense of who I am. And if they can relate to that, then it's a lot, you know, it's a lot more efficient for me to bring them into a program that that is, you know, them paying me Law Smith 33:36 the last time we talked you were working on something with the psychology of consultants. Study? Yeah. See, my memory is not all cash Max Traylor 33:48 down there, man. Law Smith 33:50 And why would you go from high ticket low volume, high volume, the opposite? Well, I'm curious why you'd want to do that. Max Traylor 34:01 Yeah, for sure. So a couple of reasons. The first reason was personal. And I wouldn't have done it for just this reason. But when I work with a company, and I, you know, help them create this new service offering. And so let's say they're making more money, right? That was the reason I was doing, Nobody's life changed. Nobody got to take a month off of work. Nobody got to tell their boss to eff off. Like, it was like, Oh, great. You did it see a Monday. And it's like, Nobody's life changed. But when I started during COVID, I'd start to you know, talk to these executives at these agencies and consultancies, and they'd be like, Yeah, I want to do this, but Max, I'm leaving my company or I'm about to get laid off or, you know, fuck this, I'm done. And I would help them and they would take a month off, or they like take their family to Europe, or they do something like crazy like that. I was like, wow,
