Strive For Good Life Podcast Ep 12: How to Successfully Self-Publish on Amazon

Introduction

Welcome to the SFGL Podcast, Episode 12! In this insightful episode, we dive deep into how to successfully self-publish on Amazon with Michał Stawicki, a renowned personal development author, coach, and entrepreneur from Poland. Michał shares his inspiring journey from crafting a personal mission statement to transforming his life through self-help, entrepreneurship, and Amazon self-publishing.

Discover the proven strategies Michał used to launch and grow his career as a self-published author. Learn actionable tips for creating, publishing, and marketing your own books on Amazon, even if you're just starting out. Whether you're an aspiring author, entrepreneur, or someone searching for success stories to motivate you, this episode offers something for everyone.

You can connect with Michał here: ⁠

https://resurrectingbooks.com/⁠ ⁠

https://www.linkedin.com/in/stawicki-michal/⁠

Listen to this Episode Here:

Watch this Episode Here:

Strive For Good Life Podcast Ep. 1 Transcript:

NOTE: This transcript was computer generated and likely contains errors

Nino Pingera: Welcome everyone to another episode of The strategory Life podcast. My name is Nino pingera, and I'm here with Michal stuffinski. Who is an author and now coach in the personal development space and I'm super excited to have him here. He's got lots of knowledge and wisdom share with us today. So welcome, Michal.

Michal Stawicki: Thanks for having me, Nino and I did. We have studied.

Nino Pingera: Perfect. That's good to hear. It's not an easy one. Not for us English speakers. Okay, let's just jump in and talk about your background and you know how you initially started and Entrepreneurship?

Michal Stawicki: It started in August 2012 when I read the book The Slight Edge by Jeff Olson.

Michal Stawicki: It's a book about the power of. persistence and it' The message of Ron success is a few simple disciplines repeated over time. So up that moment. I thought success is something right Grand so I never even tried because I thought Unable to succeed. okay, I cannot. Get a golden medal at Olympics or starting in another Microsoft. Yeah, I will not Flex it. I will not try but a few simple disciplines repeated every day. That I felt like I was able to do. And still it took me a month of grappling with that message before I actually started doing what the book recommended. And then I never looked back. I

Michal Stawicki: set goals broke them down into some daily disciplines developed thousands of daily habits. And it really transport my whole life.

Nino Pingera: I love that. So maybe a walk us through some of those. Disciplines or those daily habits that you started to set for yourself and kind of where that led you.

Michal Stawicki: Yes, so what just recommends is setting goal in. Every area of your life and then break it down into some daily actions. So you will actually installed this At least moving the right direction, so I did just that.

Michal Stawicki: and you are always at the level of your own awareness. So for example when it comes to The Courier part of

Michal Stawicki: Life back then I was it. database administrator And that was Anyone ever paid me something for so this is the only thing I knew. That I will get money for what I figured out. Okay, I will.

Michal Stawicki: Study professional documentation for 10 minutes a day. That was my initial goal in the carrier space.

Michal Stawicki: And sure enough in year or two. I got a solarize I think it was less than a year. not significant, but always worth something and in a few years. I asked a few professional like them. I got a few certificates and change and jobs. I got 30% more salary.

Michal Stawicki: yeah, so despite the fact that Really at that level. That was all I knew It worked absolutely. Well and next to that in a few moments I started writing then.

Michal Stawicki: And I started coaching. So I started figuring out new ways to your money but that wasn't on my radar that wasn't my awareness so I couldn't even set a daily discipline in that space when I started writing then I set myself a goal to write every day or basic amount of time in 30 minutes one hour specific number of words Yeah, and it worked as well. I published 19 books. I will wrote almost 3 million words. I'm tracking it in my writing look.

Nino Pingera: Yeah, that's incredible. So when you started writing was it how did the idea or the goal of writing a book come about I mean was it just you wanting to share the knowledge that you were gaining from your own personal development or why did you decide to pursue publishing books and specifically in this topic?

Michal Stawicki: Yes, so at the beginning of my transformation I

Michal Stawicki: Spend a lot of time watching listening personal development stuff. One of the books. other Reddit. I read it when I was 18 The Seven Habits of Highly Effective People. And there was this concept of writing your own personal statement. So I did that and in the process of

Michal Stawicki: examining myself looking into what I want and what I'm good at and so on. I

Michal Stawicki: already discovered my childhood dream of being a writer. So this was really my driving force and I had a different a few blocks started writing fiction in Polish. And then I got feedback on it right from that. Yeah. It's okay, but to be publishing worthy I needed to Work on my craft and I felt like I don't have time for it. I needed to. Do something which could earn me money. pretty fast and then one of my friends read my blog post and said that could be nice ebook out of that. then I started to exploring what self-publishing is how to

Michal Stawicki: get your book on Amazon and so on. And then when I publish my Facebook people started buying it like I'm put a copy a day and I was stalked. Yeah, I was really nobody from nowhere and people still were willing to buy what I wrote pay money for that. So, I was hooked and I kept writing in the first. Three four years I published dozen or 15 books.

Nino Pingera: You had this childhood dream of being a writer And then you kind of just happened to fall into. I mean, I guess because you were already. interested in personal development you just seem to fit. with this desire to write books. and so okay. That's very interesting. So As far as self-publishing,…

Michal Stawicki: right

Nino Pingera: why did you go to the self-publishing route? Was it just because you didn't have a lot of money or kind of what was your motivation for that and trying to sell on Amazon.

Michal Stawicki: It was very easy choice because otherwise I couldn't publish who would bet on me. I would need to develop my own brand and then find and gent and pitch my idea to the publisher and I just read about the process and it was for me thank you. Goodbye. No. since I wrote the first words still hitting the publish button it took me 49 days with my first book it's about 10,000 words.

Nino Pingera: 

Michal Stawicki: a booklet rather but still The whole process for a newbie a rookie who knows nothing and I read the book of Steve Scott.

Michal Stawicki: Who explained the self-publishing process for self-publishers and I had on one screen the book open it and on the other screen my manuscripts and I did KDP interface Kindle Direct publishing and I was following the steps from the book. So I was clueless at the very beginning yet still I was so much faster from the idea phase to publishing. and then I profited immediately as well. I got my first royalty payment in November and I published in May. Yes, so as traditionally published hour for maybe you could get some advance but That's about all you will see for years.

Nino Pingera: Yeah. Okay, so you Sounds like this book really outlined the process and so you were able to follow that step-by-step essentially and just apply it directly to what you were doing. That so you had some help there in that way as far as selling it did was it just that first sale? I mean, I'm sure felt really good right as it does for anyone just getting into entrepreneurship. Was that just some random person that found your book on Amazon or were you trying to sell it to friends and family first or how did you go about getting that first sale?

Michal Stawicki: yeah, in 2013, it was pretty easy because then you could have those three promotion and afterwards if you got some traction a mother would promote your book on their own. and this is what I found as recommendation in the book, so I followed it and That's one thing. Yes. I also pitch it to my friends and some of them both and I remember that. At some point after a week. I was in those copies are from Lynn but there are too many someone who I don't know for sure about the book.

Nino Pingera: Yeah. it's got to be a good feeling knowing that strangers online or seeing your work and that but

Michal Stawicki: Yep, it's what I was a very shy first time outer I was even stoked in the free promotion. I got 400 downloads. it already was for me. whoa hundreds of people wants to want to read this cool. But seriously when they started buying that was when I was really really hooked okay that's possible. I can. Make money out of that. It's not easy being an outer and living from your royalties. It's not an easy fit. I know it after a decade in self publishing trenches.

Michal Stawicki: but it's definitely doable and I had to periods when Much my day job salary or even exceeded it.

Nino Pingera: Wow, that's incredible. So I'm curious as to know how Because you said it was 49 days or something incredible that you went from. just starting to then having a published book. Did you have some kind of an outline or some kind of a process to help you actually do the writing because a lot of people, it'll take them years to put an idea on paper. So how were you able to so quickly put together a book?

Michal Stawicki: First of all, as I said, it is a very short work. So imagine writing a very lengthy blog post. It was something like that on the one hand. And yes, I had no outline because with the outline I could write it faster. And now I have the outlining process which I follow with my books. And it speeds up. It makes it the whole project more coherent from the day one, but then I just had this idea of writing a book that my first book is personal Michal statement you roadmap to happiness. So explaining the process of how to get from

Michal Stawicki: Okay, what the heck is personal statement to? Hey, I have this sheet of paper if with my mission on it, and I'm using it because it wasn't just however, it's 80% of the process too. Get it. Yeah. Okay. You finally have your mission on paper.

Michal Stawicki: but then it quite a few people Kind of complain. I put it in a drawer and What? Yeah, so I was fresh after the whole process. and I've had been using my personal mission statement every day, so I knew. First of all, the process was crashing my mind so I could easily. Put it on paper. And then also I knew what to do with your personal student why so have it so it makes the impact so it really motivates you so it's a tool not just And accomplishment on your to-do list.

Nino Pingera: Yeah, yeah that's important. So you said people were complaining would did that about what to do with it? And so Does that mean that Did rewrites on the initial book or did you then move forward with?

Michal Stawicki: No, you feed the back from readers of even habits of Effective People.

Nino Pingera: okay.

Michal Stawicki: Yeah, And there is the idea of but why you should write. and people Made they own attempts and okay, it didn't really change their likes because they weren't using and they presentation statements here. They just had it.

Nino Pingera: Okay, so that's the Gap in the marketplace that you saw you saw that readers of the books seven habits of highly effective people weren't able to apply the personal mission statement.

Michal Stawicki: And it's really even hard to. Hammer out your own personal after reading the seven habits of highly effective people because there are some guidelines, but they are really brought. my book is very con It's a Step by step process you will get a questions to answer. We will get mental exercises to perform. If you follow the process you will get your presumption segment period

Nino Pingera: I love that. Okay, so you just made it simple for people to do something that readers of the book already. Wanted to do you just gave them a process for that and…

Michal Stawicki: Yeah.

Nino Pingera: made it more applicable. And I mean, I love that that's a great way to solve problems in the world. I mean and start a business. So that's amazing that you did that. After that book, what was kind of the evolution of thought in the other books that you were writing. Was it the kind of continue along that path or was it just other topics that you were interested in personal development in that space or I don't know. Was there any kind of a plan in your mind as far as what you were doing with the books?

Michal Stawicki: Not much of a plan for the beginning. I wanted to have a serious. About how to implement, habit mindset into your life. So how Habits are easy to translate into.

Michal Stawicki: Recurring actions which will get you the results. So I wrote five books in that series. And once I finished it, I jumped from topic to topic and also within the series which is five volumes. Each volume is about a different thing how to apply habits the weight loss time management speed reading. I was teaching my son also Not exactly homeschooling, but school didn't do much for him. So we needed to make up for that. And this is the process I put into one book. and overcoming shyness. So then also in the later books as well I was

Michal Stawicki: 80% of my books are how I implemented different things how I thought what about them and how I got results.

Michal Stawicki: So I wrote it based on my experience. That's why those topics of those five books after a personal statement. I've just did something and I dim it significant enough. Yeah, and sometimes I had this.

Michal Stawicki: Idea that it's not. Impressive or that fitting the market need but I just wanted to share it for me. It was impressive. I was really moved by how My son improved his grades Within. Half a year and later on it appeared that he has some learning disabilities. but I didn't know when I started and just consistent application of small things helped him a lot and That was what this view series is about here consistent applying simple steps practicing for 10 minutes a day and you can accomplish. a lot

Nino Pingera: Yeah, I love that. just makes me think about what you said earlier before you started your journey, you had the mindset that if I don't create the next Microsoft or if I'm not the next Steve Jobs, there's no point in trying but all you did was solve a problem for yourself and then package that in a way that allowed other people to use that experience and help them and that's all starting a business really is and so I think that's fascinating.

Nino Pingera: Okay, so let's talk about that evolved from being an author to then coaching and helping others. When did that shift happen and what motivated that?

Michal Stawicki: it was like the law of attraction in practice because I had really no idea how I was reluctant to go to the standard Road, speaking Guru. writing and so on being on social media one thing I was Employed full-time didn't really have time for that second. I wasn't at confident about myself and feared. It was just I didn't feel good. but I was on the platform which was called list.2 and it was a habit tracking platform. So I use it to track my dozens of my daily habits.

Michal Stawicki: And because I was like a power user I had plenty of habits and checkpoints. I was invited when they shifted in the pursuit of monetization from purely habit tracking application to coaching habit application. So they wanted invited me to explore user group. And then I did

Michal Stawicki: coaching certificate with them and started coaching people within the application it was its based on Daily accountability really at the beginning you are figuring out what is the goal. So something I did with myself. Yes that set the goal and then figure out what's the daily discipline will Into it or that goal. And I caused her over 100 people one-on-one. So that was my

Michal Stawicki: black paganing with coaching and I was making a few hundred dollars a month with The Pick of that activity. So for the amount of work, I was putting into it. That was good money. but it wasn't a really life-changing money. However, also at that moment around that moment. I started playing with Amazon ads which was really the point at which my book size exploded and my royalties increased and I also lay on the skill of running the book ads on Amazon. Which is now my business like 80% of my income come from book advertising.

Nino Pingera: Alright. So you use the books to advertise your coaching. Is that what you're saying or?

Michal Stawicki: I was using the Amazon interface Amazon system added them.

Nino Pingera: Yeah, it's platform. Yeah.

Michal Stawicki: Yeah exactly to Make my books more visible and then to sell more copies.

Nino Pingera: Okay.

Michal Stawicki: Yes.

Nino Pingera: some kind of a lead magnet now or if you have links in there to drive traffic to your coaching program or how do you leverage your books now as a marketing tool or do you

Michal Stawicki: I don't do that very well. I know the idea but however over the years because I sold. tens of thousands of copies of my books I had coaching clients who approached me and please let's coach me and that's it. So Alpha doesn't at least even if I would without any call to action in my books to do that. I also very indirectly do it because in all of my books. I have called to action to join my email list and then in my email I'm sharing what I'm doing. So if people are interested in and what I'm doing like coaching or

Michal Stawicki: any other thing book advertising? Yeah, of course, if it's that at the top of the mind, I will reach out to me and I had book advertising clients. I had coaching clients out of such interactions.

Nino Pingera: Yeah, I love that. Okay, you have your links in there that I do direct people to you and they connect and naturally it sounds like they just want to learn how you've been successful in publishing. Which is pretty amazing. What are some of those tips? what do you think? I mean, I know that so much of your success is built on the habits that you've established. But as far as maybe the books themselves what makes your book so great. Why are people resonating with them? why are they selling so well?

Michal Stawicki: I feel like you're asking bigger question. Not just about my books, in general. and that's different for I'm writing, how to books which are for education purposes it's A bit different game when you write, entertainment romance books. For example, it's when you are writing textbooks but in a nutshell

Michal Stawicki: you want

Michal Stawicki: A book that it's referable. It's pretty hard to achieve it in the self-help space. Yeah, because then you need to talk about some of deficiency of yours. When you already there. I was like obese and even started from that point is hard for some people to recommend. Okay, and I see you are. Not so thin so maybe you could use that that's really in uncomfortable conversation. And it's not that easy to achieve that effect in a self-helspace. But in the education space business books is what Alex Hormuz is doing with his books. He wrote such a good books. because people are willing to share them and they

Michal Stawicki: Implement them in their own businesses get results, of course, they will Brag about this and also will recommend it to the friends and so on in the same goes for those entertainment books. if your book is a great read so by the way, that was one of the because the title of the book is 61 more ways to sell your nonfiction Kindle books and one of the points was Right books not lead magnets. So good books that are actually able and…

Nino Pingera: Yeah.

Michal Stawicki: they useful so if it's entertainment of course the

Michal Stawicki: process is pleasurable. but then it's also like if it was a great fun, of course, you would share it with your friends. Yeah, and that's how you really get this. Effect of readability because just I'm in the ad space on Amazon. So the biggest bookstore in the world word are people ready to buy a book. with my ads I'm displaying. Books in front of ice, me lots of people every month, but it won't make your books successful.

Michal Stawicki: Was yes, let's assume. It will increase your size. people will be clicking on the ads landing on your book page. And it will be convincing enough so they will buy. But then it's just the efficiency of your ads and I can tell you it's like with any other space in 2016 when I started I paid two cents per click. And I could get zillions of clicks and the performance. Was not an issue at all. Okay, if I pay two cents, then I can have 100 clicks to sell one book and still be profitable. and now especially for those very popular books like The Seven Habits of Highly Effective People.

Michal Stawicki: Those discus per click is just incredible $1 to Dollars five dollars. and then Okay,…

Nino Pingera: And yeah.

Michal Stawicki: if you need 10 clicks for five dollars, you need to spend $50 to sell one copy. No, you are not making $50 per one copy. So unless you have this. mechanism, which is referred but referable ability and So people will read your book and recommend to others or will read your book and then you have 10 more in the series. So they will return more. Now you got back your fifty dollars or Whatever you paid 50 is really extreme example right now, but maybe in five years it won't be extreme anymore.

Michal Stawicki: 

Michal Stawicki: That's the general answer to a question. Yeah. what to…

Nino Pingera: Yeah.

Michal Stawicki: and then the particular implementation As I said it differs from person to person and book the book one of my clients is Killer outer he has five pillars similar to check And ex-military Guy lonely hero killing all the bad guys.

Michal Stawicki: clicheffing but his field book has almost 8,000 reviews and I asked me come on How did you do that in and he answered? I did nothing special really. I'm just writing good books and that's Yeah, so they are so good and I read the fears book. Yes, it's good. I was turning Pages like crazy. And so for if you're in the entertainment space, that's the only requirement it's a good flow. You hook your readers and it works for In case of my books, I think the biggest.

Michal Stawicki: attraction of them for my readers is that They are reliable. I've worried our Guru. I'm not Anthony Robbins with millions of dollars who can tell it just vegetables and let your Workforce do your dinners and clean your house. Nope. I'm just normal average guy and I was In the middle of everything so I have three kids marriage full-time job mortgage to pay I had back then over to our commute back and normal average guy and…

Nino Pingera: 

Michal Stawicki: I applied those things use them to get me out of. that lifestyle to my current lifestyle where I am both of my own and

Michal Stawicki: you're more than ever in my day job. I have freedom of time. and my health is much better. My relationships are better.

Michal Stawicki: yeah, so I think that that's the

Michal Stawicki: point of Attraction when it comes to my books people can relate to me and then okay can feel if he could do it I can do it.

Nino Pingera: I love that. I love that.

Nino Pingera: And the fact your proof that you can be an average guy and do Is it speaks volumes? Just touching on just to kind of distill a lot of what you said or try to it sounds like so the main points were that you have to create a lot of value in package a complete solution into your book right? Not just make the lead magnet not just give partial. Answers, but to really make it valuable to the reader solve a problem and in your case, right or at least, give it good Hooks and make it a page-turner that people can really sink their teeth into so it has to read well and the value has to be there for people above all else. And so I think those are excellent points. I'm curious as to know.

Nino Pingera: what you did to make sure that you're writing was on par and did you seek the help of Other authors. Did you have a really good editor? how did you make sure that the readability was Top Notch.

Michal Stawicki: Yeah, that was also. advice from 61 ways little more books to actually have a proof reader and editor and don't produce your own books on your own and

Michal Stawicki: if you are pro-author and that would what I was aiming to live off my royalties. it's a must- unless you are this very unicorn who can edit his own books or So it's coherent in the first draft. Which both things I'm not and so with my field books. I reach out to my friend and she volunteered to just prove that the proof of them for free.

Michal Stawicki: and they were really well profit. other than one which was my speed reading which was very specific and then readers complaint about readability and then I

Michal Stawicki: edited it once again. but still that book sold probably over 10,000 copies, so

Michal Stawicki: yes, I always had someone going over then a small publisher found me like hybrid publisher, and they reread my own books and read it at them and that's why I know that the initial version was solid because there were very few changes in those Panos scripts and then later on we split it and now my process is that I Read the few. Are you write the fields draft? I already did and

Michal Stawicki: Maybe allowed so I can find really, the best structure of the sentence because if you read it allow them it's either too long or just doesn't make sense. It's not in English, which is also my problem from time to time. I'm writing polish in English, which is then not understandable for English speakers. the words are English, but it doesn't make sense and it's not just translating idioms, which I had done at the beginning my polish idioms into English which then they make no sense at all.

Michal Stawicki: but just a kind of thinking it's a different type of thinking in in English. So I read it and then I send it to my profile there. So taking cash all the typos really errors in writing not errors in the content and then it goes to my editor. not then because Before I send it to proof reader. I share it with my battery readers and then can find something then Then I twice edit it, and then the final stage. It's the actual proof reading so Looking for errors in the text lack of commas and so on.

Michal Stawicki: in the end. It's five State five stage process. Yeah, and I feel like the books are good enough after that.

Nino Pingera: Okay, so it's a couple editing stages. Okay, that makes sense.

Nino Pingera: What do you so it sounds like a lot of the reach has come from ads? On Amazon, would you recommend people learn how to do that themselves or do you Outsource that as well? I'm curious.

Michal Stawicki: yeah, so I have a book advertising agency. We are running ads under outdoors and I always tell them You are the best option. You should learn it and run it but if you are technically challenged or maybe don't like learning or you feel like and I have such clients.

Michal Stawicki: it's worth so much more that they are willing to pay a thousand dollars to run as for them and then add another few thousand dollars of advertising budget it for them. It's no brainer. They will make more money writing the next book or running the business instead of running the Arts. But when I started most of my clients were just scrap yourself Publishers with low budgets. And if you are this kind of outdoor, definitely if you have more time than money. Definitely. I recommend learning how to run Amazon and then maybe Facebook ads and book web ads.

Michal Stawicki: Those are the three different advertising platforms that are really working for books.

Nino Pingera: Okay, so you recommend Facebook as well for books?

Michal Stawicki: Amazon is the first option.

Nino Pingera: I Yeah, okay.

Michal Stawicki: I would say BookBub And Facebook is the third one. I've seen also attribution numbers and…

Nino Pingera: Okay.

Michal Stawicki: In my clients account for Facebook ads, I don't run So Amazon ad for him. Our converting four times better than Facebook ads because this is what I said, they are already in the bookstore. They are already looking for something to read. It's so much harder to take someone off Facebook, which is really a distraction platform. Yeah, so they are there to distract themselves. And then took them out from there to Amazon and then make a purchasing decision.

Nino Pingera: Yeah, yeah, that's really interesting. I mean, it makes sense that people are gonna buy a in the place that they're already shopping for books, right?

Nino Pingera: and that just says a lot about Placing your product in the right spaces, no matter what kind of business you run. You said something earlier as well that I wanted to go back to and that had to do with ad spend or I should say the cost of ads and how you could make it up if you had a series or some other way of extending the lifetime value of the customers essentially right to regain any losses on the initial. And have you been intentional about that I guess yeah, what have you done to keep ad costs low is really what I'm getting at or to still make, advertising profitable for you.

Michal Stawicki: Yes, so what I do for all of my clients. before we start the ads we are changing the book description because On Amazon, your book page is your face page. So your book description should be like a sales copy and for many many authors, it's not they are trying to put synopsis there or

Michal Stawicki: A recent example of one of my friends who is online entrepreneur. He should know better he put just thank you section in his book description. And nobody cares about it Thank you to my wife but what's in it for me? Yeah, so That was a terrible face page and he sold very few copies.

Michal Stawicki: So that's the main thing to do. Every single time when you advertise your book. No matter which platform. work on your book description big and on your book page. Overall. There are some other tools Amazon allows you to Use so you can present your book differently.

Michal Stawicki: But they are secondary book description is the 80% of it. and that's where you should put your marketing efforts because I'm very confident that I can put your book in front of hundreds of thousands of people every single book whatever this book is.

Michal Stawicki: And then if they will click on it. That's the matter mostly of the cover. So it's good to have a good cover.

Michal Stawicki: but also the cost is happening when they click because the Amazon user paperclick. So having millions of Impressions cost you nothing having thousands of clicks cost you a fortune. And then they will click they will add on your book page and there they will make the processing decision. So how they interact and you don't know because there are really no tools like heat maps for Amazon.

Michal Stawicki: And at least I don't know of them. So it's hard to figure out how people interact with your book. What? I've seen because I've advertised hundreds of books. So I've seen different. Behavior patterns in the numbers. people are seeing the ads a lot, but they are not clicking. which is as I said half of a problem you are not paying for Clicks in that scenario and then okay my cover sucks. I need to change it. people will click on the other. But the biggest problem is most of the time as I said, I'm very confident. I can put your book in front of hundreds of thousands of easy people squeezy

Michal Stawicki: but I cannot force them to buy and David click then once they click what they see the first thing they see is book description and it's as I said about 80% of the

Michal Stawicki: The processing decision. So this is where your efforts should go in order to. Decrease your cost advertising. And other thing than that, it's really yeah what you have. Yeah, like you said this how to extend lifetime value of customer. So I have also a client who is a dating coach. And he makes a lot of money from coaching and he On my fees and on the ad spent about 5,000 a month. But it's worth for him because then in his book he has called to action and get on his website. He's my least.

Michal Stawicki: Because this kind of book and meaning okay. It's a specific problem you have specific solution. he got quite more than once so it's a pattern client who just saw the book. on Amazon didn't so the ad on Amazon did it even land on his book page? So researching if Google found him and reach out to him and they can his clients.

Nino Pingera: So yeah, potentially how you set it up. Yeah, it can lead to. Incredible profits, through other services and products that you offer. I'm curious so just to kind of summarize so it sounds like cover is what gets clicks and then the book description, which is your sales page is actually what converts right So both need to be good,…

Michal Stawicki: Yes.

Nino Pingera: but especially that.

Nino Pingera: Because we're talking about this as far as keyword targeting. I'm not familiar with Amazon's ad platform. So are there tricks there as far as targeting efforts the keywords that you use do you do longtail keywords, like you would on, Google ads or what do you recommend there?

Michal Stawicki: yeah, so their system is mostly.

Michal Stawicki: Adjusted to targeting other products in the store outwards we got the general advertising system for physical products.

Nino Pingera: Mmm

Michal Stawicki: And this is how really you position yourself. Yeah, you try to get featured on your competitors page. So that's a lot of it and if you try to follow this process, it's costly. Yeah, because let's say 7 Habits of Highly Effective People. Yes, sometimes there are 40 pages of ads under this book but still it's a limited number and there are millions of Outdoors who would like to have the book feature there, so that's one Long take keyword. It's a thing definitely four books.

Michal Stawicki: I also had some atoms for physical products and it doesn't work. Almost at all for physical products, but it works for books. Why I'm guessing they are indexing whole book text. And then if you have millions of books and each has, whole text indexed. Practically everything much is with everything at some level because you have just common English words in case of physical products your face Pages like 4,000 characters and not everybody are using all of it. So it's harder to match products. So yes at the very beginning as I said, I was paying to cents per click and I was targeting totally General things like just books.

Michal Stawicki: And then Amazon was figuring out maybe personal development books or self-hel books or overcoming shyness whatever else they know they customers and they say history and a browsing history. till they match someone types something and then they look at your books metadata and so it works but it has a huge problem of this is AI behind it. and it's not that smart and that human so you can get A traffic that is not at all. Relevant to your book. and then you are getting many clicks

Michal Stawicki: for example, if I get romance readers for my personal development books, conversionately would suffer extremely it's not that bad sometimes when there is a glitch it's that bad but very very early. But yeah, it's much the conversion right? It's much lower because the targeting is much broader, not it works and it works only for books and I have At least a dozen accounts of my clients where we run just those random ads. We are, matching most common English words and popular phrases from the Amazons you're changing and so on and it works and they convert click our tip enough. So they need 10 20 clicks to get a sale book say a book pages are

Michal Stawicki: Enough, so they are getting 10 to 20 clicks. And the clicks are 15 cents 20 cents, so they still are making money with that method and it's Easy super lazy because once you have your database of keywords, and we have 70,000 common. phrases

Michal Stawicki: creating that takes a couple of hours, maybe three and that's it and it can run forever but Of course, you need to have this book that converts very well and has Universal apple as I said because you are not targeting anything in the end you allow Amazon to figure out This person has this reading history. So maybe they will be interested in which is as I said hit enemies. but it works and…

Nino Pingera: enters them

Michal Stawicki: it works for books only and not for physical products.

Nino Pingera: interesting. This has been a fascinating conversation. I just realized we're pressing up on time. Where can people go to connect with you and potentially work with you.

Michal Stawicki: my blog is expand Beyond yourself.com. I haven't posted anything there for half a layer a year, but still, all the content is actual relevant blog posts and so on and sign up forms to my email list. But it's very easy to find me on the internet. Just type me house tabletsky and whatever is in your mind coaching habits books blog. And I will appear at the first page of Google because I'm a Polish guy with Polish name in the English speaking space. So I love Google for that.

Nino Pingera: That's perfect. Yeah, makes it easy. for anyone listening we'll have the links to your website and maybe I don't know if you sent me are you on social media to have a presence there?

Michal Stawicki: Yes, I'm not very active there, but I have my Facebook LinkedIn Twitter accounts.

Nino Pingera: Don't care perfect. We'll try and Link some of those in the show notes. Thank you so much for being on the show. It was great to have you. I hope the readers got a lot of value out of this. I know my mother is Writing a book currently, and I eventually want to write a book as well. So I know that all these lessons learned today are gonna come back to help in the future and so I'm excited for that. Thank you for anyone listening out there. Please make sure to subscribe on whatever platform you're on so you don't miss any future episodes and please share this with as many people as possible that helps us that thank you so much again Michal for being here and Tara on out there. Have a good one and we'll see in the next one.

Nino Pingera: Thank you so much. That was perfect.