CEO Jesse Tevelow on The Impact of A Successful Launch: The ROI Online Podcast Ep. 64

Jesse Tevelow: 0:03

Number one, you must collect email unless it's a In fact, even if it's a fiction book, you should have something in there to collect email, email is the number one most important thing you can possibly do. period for your sustained success in life. Like, I'm serious, like it's that important because once you have an audience, once you have email, you have a communication line. And that equals potential dollars. Because guess what, that's a potential customer. And I'm not saying that to just boil it down to someone being dollars, you know, I'm about relationships. It's just a point that if you can, if you're an influencer, if you have people who listen to you, you can make money in the world. And I don't know about you. But Steve, I'm not comfortable, like leaving it up to the government or any institutions or, or anyone really, except me to be able to make money.

Steve Brown: 0:51

Hi, everybody. Welcome to the ROI online podcast where we believe you, the courageous entrepreneurs of our day, are the invisible heroes of our economy. You not only improve our world with your ideas, your grit and your passion, but you make our world better. I'm Steve Brown. And this is a place where we have great conversations with winners just like you while we laugh and learn together. Jesse, Hello, welcome to the ROI online podcast.

Jesse Tevelow: 1:28

Thanks for having me, Steve. Appreciate it.

Steve Brown: 1:30

So Jesse, I went through this emotional process called writing a book. And when I went through that process, I didn't know was going to be so emotional, but it was it was I it was really hard in a lot of ways that I didn't expect. One of the things that brought me a little solace was this book called author funner.

Unknown: 1:56

Oh, my goodness. Thank you.

Steve Brown: 1:58

And it just happens to have your picture on the back of it.

Jesse Tevelow: 2:03

How did that get there?

Steve Brown: 2:04

Yeah. So you know what, thank you for writing that book.

Jesse Tevelow: 2:09

Oh, you're welcome. You're welcome. I you know, I get a lot of folks that write in emails and say, thank you. And those are like, some of my favorite emails, those always get me through the day, you know, when people are like, Oh, yeah, read this. And it helped me. So. Yeah, very humbling.

Steve Brown: 2:24

So when you wrote that book, what what was going through? Obviously, you wrote the book to support authors. Because here's what happens. You get these authors that they're like, it's a big deal to write a book. And then you get this book. And here it is. Maybe the books in and it's like, now what? Yeah, sure. And that's, that's where this was starting to tie. I'll connect a lot of dots for me, tell me why what convicted you to do this?

Jesse Tevelow: 2:53

Yeah, well, I'm glad that's what it's done. For you. That's the that's the purpose of the book. Obviously, author printer is the combination of the word author and entrepreneur. And so this was my attempt to basically tell everyone like my blueprint, and the tools that I've used to build a successful business and to leverage my book. And this was, you know, my first book was called the connection algorithm. And that launched in 2015. And here we are in 2020, author printer came out with maybe a year or two ago now. But I really found out in that first book, the connection algorithm, the same thing you just mentioned, right, and most people who probably had gone through it, that you realize, once you go through it, once you realize it, and I thought to myself, I should tell people, I should tell people so that when they go through the first time, they can do it, right, because it is a really big process and a really important process for a lot of people, especially if, you know, I know, your audience is primarily going to be doing nonfiction books that have that purpose, you know, bigger purpose for a brand or a business. And, you know, that can be one of the most important if not the single most important marketing asset and lifelong asset that you create, you know, and I think people don't, maybe don't realize that sometimes maybe they do realize it and then they get nervous and stressed about it. But if you just know how to leverage it correctly, then that gives you that peace of mind, and it allows you to go through with the project and get a good result. And so that's why I wrote off the printer. And obviously, our company is called launch team. And so we help folks launch things books is one of our, you know, best and most popular services because that's where we started. And we're really really good at that in particular, but it really applies to anything and when you talk about a book you have to have the deeper strategies in place to leverage that asset so so you know with launch team, that's part of what we do and that's part of how authored printer was was written and and certainly, if you just read author printer, you've got a lot of the the tricks of the trade that we that we use. So you know, Jesse, you know what you're talking about, because you've worked with some authors who've had some real Successful launches. Tell us about a few of those. Sure. Thank you. Yeah, I'm so excited for the portfolio that we're building now. And some of the clients that we've had, I mean, we just were fortunate enough to have some ridiculous clients. A couple that come to mind. One is Gabriel, Rene, who is the one of the founders of a company called vs. They're creating the 3d spatial web. So they're creating literally like the AR vr 3d Web. they've raised, you know, millions of dollars. And their book was an international bestseller called the spatial web. They're now seen as like the leaders, you know, thought leaders of that industry. And in that term, because they say, saw the emerging technology, and then they they captured that marketing through the book. And so that's one that I love. I've also done work with Brad Feld, who's a venture capitalist running a multi billion dollar VC fund. He's invested in some of the top companies in the world, a lot of the companies he's invested in have been acquired by companies like Google and such. So we worked with his book, startup communities, which is all about bringing startups together and having little communities of startups in different cities, which Brad thinks is the future, I agree with him. It's a very fragmented future, I think, for us in a good way, like lots of little webs of people doing stuff. And then just if I could drop a few quick little fun tidbits here, I know this is going to be dropping around our conference. And so Leonard, our motto is a client that we're working with who's just an incredible human being he was shacks, basically, the mastermind behind shack and shacks brand. And he was Jack's lawyer and agent for over a decade. And so yeah, it's gonna be an incredible book called managing giants. It's about all the different celebrities that he's managed, and then how to take that and take it back down to the human level, and how anyone can learn to like, manage themselves or manage others successfully. So I mean, he's done it with the best of the best of the best. And so that book, super exciting. Let's see, we also have Eric Huberman is the last one I want to mention. He's a 30, under 30, entrepreneur, and he runs one of the fastest marketing companies in the in the world, I think, certainly in the country. It's called Hawk media. And he grew it from nothing to evaluation north of 100 million in like four years. So this incredible people doing incredible things. I also have like a few fiction books, a children's book, that's going to be incredible, I think is really going to help a lot of children in this crazy world that we're in now. So. So yeah, those are those are a few.

Steve Brown: 7:38

So when we look at no luck with like, anything, you need a good plan, you need a good strategy, you need a good marketing, an agenda. But what became very clear to me, that's, that's exactly what you have to do with this book. But there's, there's different channels that you need to show up. And there are different ecosystems that you need to start to understand. And it's very in depth and sophisticated, what, give us some basics that we need to get our get clear.

Jesse Tevelow: 8:13

Sure, yeah. So this is really the main challenge is that it's such a web of information, literally, and figuratively speaking in terms of trying to find stuff on the internet, and then just piece it together. And that's really where the kernel of the business for us started was me just realizing, like how much of a black box that is. And I think for a lot of folks, certainly for creators, and for authors, specifically, but also just for entrepreneurs, and anyone with a company, it's hard to figure out how these things are all going to fit together and how to how to avoid the pitfalls. Like, you know, it's easy to figure out what the product is, right? Usually, like, okay, here's what we're doing, here's what we're offering, but how to position it, how to how to plan for the launch, how to set yourself up, that is not something I think that's really taught. And so that's, that's what we do. That's what we teach. And that's, you know, if we're managing a launch, we run the whole thing. And then we've also got some really cool stuff that I think we're going to talk about that we're rolling out this year in 2021. That's going to really help you know, I think, a lot of people my goal is 1000 launches in 2021. We'll see if we get there. It's a lofty goal. But what I realized is that this stuff works, the system works because I started to repeat it over and over and over again. And every single book we've done has been a number one bestseller. Most of them are international bestsellers, a lot of them land on USA Today, Wall Street Journal. I mean, these are, these are successful launches. We can also usually get anywhere from, you know, usually 100 plus reviews, positive reviews on Amazon within the first couple days, which if you're an author, you've done it before, you know, it's incredibly hard to get those reviews. And so getting back to your question about basics, the thing that people miss, is that the very first step, you know, people talk about the Last Mile, the first mile is building your foundation, right? And so many people just think that if they build, they think the sequences, they build the product, then they just like, tell people about the product, and then everyone just comes and then that's, but that's not how it works. The people should come first. And people go, Well, how do I do that? It's chicken egg. Well, how do I get the people before the books done? or whatever, or my business even is ready? And the answer is you do a pre launch. And that's, that's what we've figured out is the way to basically tell people what you're doing, get them to come and just hang out with you, basically, while you're getting that thing ready. And then they feel like they're part of it. So that now no matter what you do with your marketing, I don't care what it is, now you have a better result. Because now you actually have someone to market to, like, people just think that marketing is like, you just put an ad out, and then you get money. Like, that's not how it works. That's definitely not how it works, people are more and more caring about making a real relationship building relationship with whoever they're buying from, whether that's a person, you know, a personal brand, or a company brand. They people want to feel emotion. Now, they don't, they don't want to just trade money. If you talk to any millennial or or the younger generations, you know, a disproportionate amount of them something like 70 or 80% of them, just they want the loyalty with the brands that they interact with. And most of them don't feel like they have it right now. So any any company listening, any founder, anyone considering a book, what you want to do is you want to build relationships that are deep and meaningful. And guess what one of the best ways to do that is a book. Right?

Steve Brown: 11:46

Right. Yeah. And I think also, they want to know how you, you mess up a little bit, they want to relate with you? Oh, yeah, you know, I was just thinking, while you were saying, you need to get people in a pre launch and go along in the journey, but my journey was a little, I would felt a little insecure. Like, like, this is my first book, you know, and I had to wrestle with these conversations in my head is like, Who are you to write a book and then share that with the people at the same time is really, really being vulnerable.

Jesse Tevelow: 12:17

And then at the risk of it not working? That's the final piece, right? everything you just said plus that. And so it's like, yeah, that's again, why our business is working. And it's successful. Because it's like a definitely a need. Like, you don't want to mess up the launch. You know, like, a lot of people. A lot of people do, frankly, like a lot most launches fail, I'm just going to be honest, like just like how most startups fail, most launches fail, which is kind of the same thing, if you if you think about it. And so getting the launch, right is really is something that is I don't know why it's such a black box, but it's a piece of marketing. And if you want to talk terms and get specific, I got this from Eric from Eric Huberman, the guy I mentioned, is nurturing. That's what I realized that we do where we're really good at marketing, but not just marketing, more specifically, the nurturing piece of marketing, which is the relationship piece.

Steve Brown: 13:11

Well, so you know, I, I, you and I talked, and through this experience of writing my book, I thought, you know, I need to write a book on all the things you need to get squared away, when you begin to write a book. And it's this, this thing needs to fit into your overall marketing system. And that means that you need to back up and make sure you're all set and prepared to to really exploit all the activities that an A successful launch would accomplish. That's right. Yeah,

Jesse Tevelow: 13:45

absolutely. And I mean, if you want me to dig into that,

Steve Brown: 13:49

please go for it.

Jesse Tevelow: 13:50

Yeah. And we were I know, Steve, we were talking about this on just like a business call. And I were kind of talking about the, what I call the marketing at it, which is, you know, we do different edits with the content of our books and one of those edits that a lot of most publishers most, most folks don't do even most editors don't do because they're not marketers is marketing edit, where they're looking at the content of the book in the larger context, outside of the book, what what does this book relate to what other products what other services what brand? What person what what is it about beyond the book? And then how do I put things inside of that, that book to then build up everything else? And that's again, where people don't plan enough they just think over the oversimplified think I'm just going to put out a book and then the book is like a marketing thing and then I'll be good and then I'll make money that's it's it's your it's oversimplifying it, you have to have a strategy and a plan. And just like a simple couple of little nuggets for everyone watching is number one, you must collect email unless it's a In fact, even if it's a fiction book, you should have something in there to collect email. Email is the number one most important thing you can possibly do. period for your sustain. success in life. Like, I'm serious, like, it's that important. Because once you have an audience, once you have email, you have a communication line. And that equals potential dollars. Because guess what, that's a potential customer. And I'm not saying that to just boil it down to someone being dollars, you know, I'm about relationships. It's just a point that if you can, if you're an influencer, if you have people who listen to you, you can make money in the world. And I don't know about you, but Steve, I'm not comfortable, like leaving it up to the government or any institutions or, or anyone really except me to be able to make money. And I and you think about COVID, or you think about you know, these these black swan moments where you don't know what's going to happen? Well, if you're watching this in urine, urine, you know, deep water right now, I implore you to start building a platform, start building a brand, start building an email list and a user base, because eventually, if you want to you can, you can monetize that. And you can use that as a way, even if it's not monetizing, you can use it as a way to get publicity, you can use it as a way to get partnerships, you can I mean, so um, so that's number one, right, you're writing a book, it's a perfect way to get people's email, they're reading about you, they're reading about what you do, give them a way to get in touch, because Amazon is not going to give you the emails, Amazon will, is not going to give you anything really. So you must put that in your book, put it in the front, because people don't read all the way through to the end, a lot of people feel like, that's like annoying, but it's not just put it up the front, you can also put it at the end. That's number one. Number two is also put a direct link out to something out to a link to a to a site, right. And that could be people often think, Oh, I can't do that, because I don't know what I'm doing yet. But just put something that links out to a site because then you can change that page, and you can adapt it later. And you can even just do a simple redirect later to something else. So just having that that path baked into the book and text and writing and hyperlinks so that it's good there for the digital versions on Kindle. So someone can just click it, you will be amazed. And Gosh, can I give one more third to go for it and do their tip. third tip is do tie something free to it and and that will get the email you even more email. So we have a free companion course with the author printer book, for example, right? And so the very beginning of the book, I just say, hey, just grab our free course, right? But guess what they need in order to get the free course they got to give me something, you got to give me their email. So now I just that book is just out there. No matter what I do, whether I'm on this show, I'm on my own stuff. That book is just they're just soaking people up and bringing them into our funnel. So there you go, some tips.

Steve Brown: 17:45

I love, I love

Jesse Tevelow: 17:46

the other but the bit you asked basics, it goes back to the community, always back to that community.

Steve Brown: 17:53

Hey, I wanted to pause right here and tell you about a book that you need to get today. It's the funniest book on marketing. It's called the Golden toilet, stop flushing your marketing budget into your website and build a system that grows your business. And guess who wrote it? That's right, I wrote it. And I wrote it just for you. Because I want to help you get past the last hurdles of setting up your business and getting it squared away. I wrote it so that you can avoid time wasting time wasting money wasting frustration, get the book on Audible. You can get it on Kindle, you can get it on Amazon, but get the book, take advantage of the insights in there. And let me know what you think. And now back to this excellent episode. I love how organized you are and how you really thought through a lot of these details. And not only did you think, um, you capture that thought and got them organized, because I'm amazed at all the attention to detail how in depth. So catching email, right is okay, of course. But not only that, you go I put it in the front, put it in the back, I have all these little places that really exponentially grow the opportunities to get that email.

Jesse Tevelow: 19:16

Yeah, devils in the details. I come from UI UX experience background. And it's like you hear this often about how it's crazy how you change one little line or one little move one button away, and all of a sudden, the conversions double. Well, that kind of thing is not just with UI UX. It's everything the devils in the details always. So it's like you pay attention to those little tweaks. And you've what happens is I've done this for years, and I've done so many launches, that you start to figure out where the ROI is. So like okay, putting the email in there big ROI super easy to do, like do that you know, like so I know what those things are like and then let's go to the opposite side, spending 25 or more Spending 15 grand on a promo video? Should you do that? No, you know, I know because I did that. And it wasn't worth that. So it's like you can you can waste tons of money. And you can make tons of money based on these little tweaks. And it just comes from experience. And that's why I'm such a big proponent. I write a lot of articles about this around expertise versus learning. Because there's like this big thing right now about learning, right? And like, anyone can learn how to do anything. And in some regards, yes, the internet's great. You can learn a lot of stuff. But I'm a big proponent of working with experts. And yes, you need some money and some budget and stuff to do that you have to work up and there's, there's creative things you have to do. But if you're at a point in your life, where you could spend a little money on this type of stuff to invest in it, then I'm always a big proponent of doing that. So when you talk about all these little details, that's what you get when you work with an expert. And that's why you see the results. And I'm just telling it like it is, you know, that's that's just the truth.

Steve Brown: 21:03

So my launch team, tell us how that started. And then it's evolved someone and then then we're teasing, what we're really going to get to here.

Jesse Tevelow: 21:15

Okay, cool. So a lot of things started right here with my first book. This is the first book I wrote, it's called the connection algorithm. This came out in like, 2015, I think it may, I believe. And this book, I was just leaving my game company, I had a game company that's still in business today, did very well, but I, I was like, 30, I left the company. And I knew I wanted to write a book because I just always wanted to be an author. And I had some, some cash at the time, which I promptly wasted on a video on a promo video. And seriously, I got it. I hate even thinking about it. And but so what happened is, Brad Feld, one of my investor, friends who invested in our first company, said he was going to publish this. And he had a publishing company that he was starting. And I was like, Oh, my God, this is perfect. It's gonna be like, we can do marketing around this. And it's like a new publishing company. And then it folded before I was ready to publish the book, because they didn't, it just didn't work out. And so I was kind of screwed. But it worked out to be a blessing in disguise, because then I figured out how to do all the marketing myself, I self published it. And then that became, basically launch team because I figured out, I was learning about the concepts of street teams, or launch teams at that same time, because my book wasn't doing as well. And I was watching the popular ones. And I saw they all had these launch teams, and that some of them had blogs about it, like Michael Hyatt, and I think Pat Flynn, and some of these other entrepreneurs were doing this. And I'm like, What are these launch teams? You know? And so I started digging into that. And then my second book, giving you the whole rundown here, yeah. second book, I'm like, Okay, let me like do some more marketing, smart prep. So this is hustle. I wrote this book in three days. And I published it in about three weeks. So the book is about my process. It's very meta, it's about me writing the actual book and how I do it. But the point of this one was to see how much the marketing mattered, right? Because I'm like, Okay, let me just write this thing fast. Let me see. Is it the content? There's the marketing, right, and the content has to be good, don't get me wrong, you have to have a good product. But what I found was you ready for this? I spent, I don't know. Like, probably 3035 Grand 2015 of that was the was the promo video, I spent maybe 1000 bucks on this one. And this, they've both done the same. They both done really well. This one even does does better. It might be doing better. You know, and it's like, so it just shows you and what it was what I did with this one is I got a little team together in advance. I started telling them I started getting them involved in the project. I found some partners, some people that could tweet about it, I started finding some platforms. There was one at the time I forget what's called now like blasted out Twitter, like tweets at the same time. So I just started messing around. And, and that's what happened. And we started doing really well we started getting, you know, opportunities to do other launches and finding other partners and, and then eventually, we expanded outside of books. And now we can launch anything podcast courses, companies, we've launched our companies, we help companies raise money. I mean, we can, we can basically launch anything because what I said before this model transcends any product and service any company because it's the foundation, it's the first mile, no matter what your campaign is, whether it's a Kickstarter, raising money, releasing a new product, a new company, a new product line within an existing company, it doesn't matter. The relationship piece is where it starts with, with your customers, your stakeholders and your early adopters. And makes sense.

Steve Brown: 24:58

So when I what I really appreciate In about entrepreneur was you have this free online course that I ran in and watched. And it was so well done. It really was impressive. And I really appreciate it because I understood the organization and the details to to think it through, set it up. Do them, edit them and publish them. That was really cool. How well done it was and it was impressive. So bragging on you.

Jesse Tevelow: 25:29

Haha, thank you, I think you're talking about the teachable course that's like the companion course along with the book, right? Yeah, you know, it's good to hear that you like it, because I'll tell you, Steve, like it wasn't that hard to make. And I would recommend that everyone do something like this, if you if you don't already have something else for them to get this is like an easy way to just automatically have something where you have your book, and you can even do this, whatever sequence you can, like, do the presentation thing first and then write the book from that. Or you can write the book and the the presentation I like to write so I do the book. And then from that, I simply write up some bullet points and highlights from from the book itself. And that gives you a structure. And if you did the book correctly, and you structured it, well, it should be created very nice presentation, you know, you need to that's called a structural edit. That's one of the other edits that we do to make sure it's a page turner and the sequencing is is correct. And so all I did was just put those highlights, and then I talked through it, and protip get a good mic. And make sure that you know, it just sounds good, because that's half of it. I have no visuals or anything I was actually I was actually kind of like man, I got I should like spend more time spend more money. And I just did it. And yeah, I get a lot of positive feedback on that. So yeah, I would highly recommend doing doing that kind of model.

Steve Brown: 26:53

Yeah, I appreciate it. Now. It was minimalistic. Yep. But it was really well done. And I you know, I can tell you just did it in a very small space. And you just had a black, a black screen with your white text and your white bullet points. And you went through each chapter. And it was very well done. So I was like, go and that's brilliant how, how he did an effective will course, with very minimal editing and sap

Jesse Tevelow: 27:23

super easy. Yeah, um, where I see that, I can't remember where I saw that. But some, I've seen some different entrepreneurs doing that. And it's just like an easy hack. Like, if you're not, if you don't have the time to do the design, you don't want to work designing the budget, do that just like this is a super easy way, just talk through it and you put the text out there. And again, it has to be good content. And the structuring has to be good for it to like actually create the value. But you'd be surprised with something like that, especially if it's free. You know, the customer is not going to really expect like a ton of bells and whistles on that. So. So thank you. That's great feedback. Yeah.

Steve Brown: 28:00

So we have this summit coming up. So yeah, now understand better about launch team. And that is not just for books. It's for podcast and other things. Tell us about the summit that's coming up here first in next year.

Jesse Tevelow: 28:14

Yes. So last week of January, I'm not sure exactly when this is dropping. But some it's I know it's gonna be right around there. So it's the last week of January, the whole week is the summit. So if this is if you're listening to this, and it's, you know, Tuesday, don't worry, you can come in. So it's Monday through Friday, on the last week of January 25 through the 29th. And it's called the launch team growth summit. And I'm just incredibly excited about this. We've been it's almost a year in the making now we've been pretty much you know, the the pandemic hit, and we had to really scope out our year and we had been planning on doing an event for years. And this just this was the time we were like, okay, let's let's pull the trigger. And I'm just really glad we did, it turns out that our business has really exploded over that same time period, because as the pandemic hit, a lot of people were out of a job and trying to figure out what they were doing next and had something that we're going to launch and now is the time are they like they had extra time. So it was like time to put out the book. And so we just had this huge influx. At the same time. We're building up the summit and getting, you know, expert speakers and all this stuff. And they're all at home. So they all say yes, so like I'm just like, wow, I'm so humbled by all the people that said yes, and all the different partners. And you know, we have several of the people I've already mentioned our speakers there. So there's over a billion dollars of wealth that's been created by our guest speakers. I mean, they're just incredible human beings, and they go up and down the scale. So these are people that you know, have worked with billion, you know, billionaires, and there are people who are just starting out, you know, early entrepreneurs seeing a lot of success. So anyone that wants to come to this event, I think can get something out of it. There's five different talking tracks. So we if you just have a specific area, you want to dig into just a couple like marketing talking track, if you want to get into more of this kind of stuff, and ROI, ROI, online kind of stuff. There's all kinds of amazing marketers, we also have emerging tech, if you're interested in seeing what's new, what new technologies coming out, what are the trends, we have peak performance for emotional, you know, issues, I always tell people that I'm on meds, and I'm okay with that. And, you know, I've had depression and suicide, you know, issues and stuff. So just, we're just trying to put it all out there for people to say, look, the world is changing, it's changing at a pace that's like, faster than most of our brains can, can process. So let's put all our brains together and try to like, get a hold of all this. And so, yeah, I'm really excited about it. There's also workshops, there's like, all kinds of crazy stuff happening all week long, we have startup awards. So if you are a startup, you can go and check out the page for the event, and there's a little place for you to apply. We're good doing marketing and media blitzes for the startup Awards Winners, it's just gonna be a blast, I'm just pumped for it.

Steve Brown: 31:08

So help help folks that maybe haven't attended an online conference before, to kind of understand a little bit of the backstory of how these work where you attend the conference virtually, and can go from room to room as if you were in person.

Jesse Tevelow: 31:23

I'm so glad you said that. It's such a great question. You're very good at asking good questions, by the way. Um, yeah, so this is like, a big part of our vision for, for our company, is that relationships are super important. And that's where that's the centerpiece of our business. It's we're not a technology company. We're a relationship company that uses technology to facilitate the relationships. And so we've built an entire platform and entire launch platform and community premium business community, that's all contained. And so the entire event is happening inside of our platform, which is pretty unique. You know, there's a lot of like event platforms out there. But we actually partnered with a company called circle to build it into our net to our system and white label it. So it's like a piece of our, our company in our product. Now, circle is actually a company represented at the conference. So if you want to learn about that, you can check them out. But basically, what it does is it takes all the best in acute most human aspects of communities. And it leverages the technology to augment all those things. So it's a very people focused platform. And when you go in, you'll see if you do get a free ticket, we're gonna we're gonna get free tickets to your audiences. So sorry, I just, I just let out that let that out of the bag early, I guess. But you're going to be able to go to the conference, if you want to. And, you know, you can go in immediately. Now it's open. So which is again, very different, like because physical event, you can't open the doors three weeks early. But on a on a conference online, I can open this up. And it's a whole community. And we have different rooms inside of our platform. So there's a lobby, there's a room for premium ticket holders. So like if you want to level up and get access to different things and have deeper business conversations with other partners and stuff, you can do that. And there's like a separate area for that. So that if you're, you know, if you're upgrading are you doing a different experience than someone else, those other folks aren't, aren't crowding the space, right. And that's the same thing that happens in the real world. So we're taking a lot of the aspects of the real world, and we're bringing it online so that you get the most out of the experience, because I went all over the world, speaking and attending conferences, we were raising a venture capital fund for a couple years, actually, and I was going all over Asia. This was during the blockchain craze of 2017 2018. And there were just conferences all over the place. And our company grew a lot during that period. And it was always at the events, in the lobby, in the private rooms in the back rooms and the like, behind the scenes, talking to other speakers behind the curtain before we walk out. Like those are the things that we're creating now on our platform, where we have these intimate launch groups for for product launches, we have different groups inside of our event. So all our speakers have a little area where they can all talk business if they want. And so you just you get access to different things. And that's the way the world works. And I found that if you find the way to get into the right rooms, and you actually do take the time, or do invest in figuring out where those things are, that's where you make the big jumps. And so I encourage everyone to, obviously to come to the event and watch the content, our content is, I think some of the best out there that I've seen, I've got probably over 25 of the fireside chats done. And the content is just incredible. But even more than the content. I'm excited about the people inside and so when you get a free ticket, I encourage you to go in now. put up a profile picture. It's just like LinkedIn. In right like this is for you, if you go to the event, it's for you, like, leverage it, like put your profile, put your job title put so that you can start having business conversations, frankly, with people inside of the event.

Steve Brown: 35:12

So give us some more insight on who, who some of these fire side chats are with.

Jesse Tevelow: 35:20

Yeah, sure. So we have a lot of the folks I mentioned, I think all of them so Brad Feld, Eric Huberman, the Forbes 30, under 30 marketer, Leonard shacks agent, they're all represented. We also have cow fosmon, who's one of my good friends. He's a previous journalist of Esquire magazine, and he's interviewed past presidents Nelson Mandela, Robert De Niro, Kobe Bryant. So he's, he's going to be there. We also have some great women, Bree Seeley, who is an entrepreneur, coach, top ranked entrepreneur, coach, if you search that term on Google, we helped her launch her book a couple years ago. So yeah,

Steve Brown: 35:57

that's, that's a few of them that come to mind. So what kind of this is not just a marketing conference? And this is maybe, you know, what's the good age group of what? Give us a like a creative I, someone that may not be considering they would be a good fit, but really are?

Jesse Tevelow: 36:15

Yeah. So I get this question. With every single conversation I have, right? It's a good question. Like, if I'm talking to a partner, or speaker or someone wants to get involved, they ask, well, who's going to be there? And so I had to really think about this when we were doing the conference. We're planning for it, right? And here we go. Here's part of the planning process, right? This was a year ago, you're thinking about this was, okay, we're going to do a conference, what are we good at doing? And I thought, like, okay, there's a lot of stuff in the publishing industry. And we could have done like a publish, like how to do a book launch, you know, because that is, that's where we started. And we have that system. But then I'm like, okay, there's a lot more going on than like, books right now. Like the entire world is changing. And we're well positioned, be based on the fact that we've done launches outside of books, and we've worked with different companies. We've been all over the world at conferences, and we've done all these things over the last five years, I almost feel like I was lucky in being before like, before all this happened, I was like ahead of the curve on it. And so now, we're in a position where we can actually leverage all this stuff and be effective with it.

Steve Brown: 37:20

So So someone who maybe that's in looking for a company to invest in this might be a place for them to kind of Yeah,

Jesse Tevelow: 37:30

absolutely. Yeah, I guess to answer your question more directly, like the theme that I tell people, the answer to that question that I give is, the common thread that we are addressing with the launch team growth summit, is the tremendous change that's happening right now and how to navigate through that change. So it's very, like, it's, that's why I say, I think there's kind of something for everyone here. Um, like, even if you're considering jumping into launching something, you might want to come to this to figure out if you actually want to or not, right, because you might start to learn all the different details that go out, maybe that's not the path for me. Or if you're someone that's been a little nervous to like, pull the trigger, this is very good for you to get all the pieces that you need. And then let's go all the way to the top of the top, let's say you're a fortune 500 or something, and you're a marketing director. There's going to be a ton of stuff for you in here too. Because, again, everything's moving so quickly, the methodologies are changing faster than most people can keep up.

Steve Brown: 38:25

So that makes sense. That's excellent. Thanks. Yeah,

Jesse Tevelow: 38:28

yeah. And we have a nice industry knowledge, right? You can if you're operating in a vacuum on a launch, you don't really know what works and what doesn't work. You don't really have much context.

Steve Brown: 38:38

Yeah, you may, you may be ahead of yourself, and there's some things you've learned that you should consider first. Exactly. So what's Jessie, what's one question that you wished? I would ask that I haven't asked that you love the answer?

Jesse Tevelow: 38:52

Oh, wow. That's a great question. Ah, let's see here. Um, you've covered everything so well, uh, what do I want to highlight here? Honestly, man, I don't know if I have anything else. I'm so laser focused on this event that I don't want to cloud it with other stuff. I think it's just, I guess I'll say this, uh, if you were to ask me, like, who we want to work with, or whatever, yeah, I would just say this. If you go to our site, and you look at our like culture stuff, I think that's a good way to gauge whether you would want to work with us or not. I'm very deliberate about the way that we've scaled our company and the way that we operate and it's not conventional. We are very organic. We're very customizable. We're very relationship driven. There's almost no process at our company outside of our methodologies. operationally, we just get together and get stuff done in little groups where we're all remote. We're all decentralized. I believe in the mesh network of the future that workers just smart people, helping smart people working On stuff, I don't know, if we really need these big massive a list corporations to really run everything, they're going to be there. But I think underneath that there's just going to be a massive mesh network of people that are perfectly fine living making a good living living, how they want to live, doing what they need to do, and not feeling tied to or dependent on a corporation or a government or an institution or whatever, or even a university diploma, right, like just being able to just do it. So I encourage anyone who can like see beyond the social constructs that we have right now to get in touch with us and look at our culture and say, yeah, this seems like it's good. Like, we don't do meetings, we don't have bosses like people like, Well, how do you get stuff done? Well, you know, take a look and see because it does work. And there's other examples besides us, like WordPress is another really good example, a billion dollar company. They've been remote for years and years and years. So. So yeah, I'll leave it at that. Come check out our culture.

Steve Brown: 40:56

All right. So for this event, Jesse has provided us with a special link, that gives you a premium pass, it'll be in the show notes below, as well. And then also, if you want to go and check out as it now this other link here is a partner link. Right?

Jesse Tevelow: 41:17

That's right. Yeah, I can expound real quick if you want on. Thank you. Yeah, so I think so we've got two things for your audience. One is, we've got a free ticket to the event. So basically, anyone in our partner network, you know, people like Steve, you want to bring us on, we're doing our free early bird tickets. So it's normally 197. And we're probably gonna, you know, keep increasing the price as we get closer. And then obviously, if it's like at the door during the week, then we'll probably charge for those. So if you just want to make sure you get a free ticket free spot, just you can get that now through Steve, Steve, thank you for helping us share this out. And then the there is a premium ticket option, I want to make sure we're clear that there will be a premium ticket option, that's $67. And it's pretty awesome. Basically, you get access to our entire launch platform for life. So we're doing like, it's well beyond actually just a ticket. It's us basically saying, here's all the stuff we've been working on. And if you just want to pay $67 one time and get access to everything we've been working on for for like years. So yeah, check that out. But obviously, the free ticket is amazing. I don't think like, Look, if you're on a tight budget, and whatever, don't, don't buy it, just get the free ticket, there's a ton of amazing content for free, you're still gonna get keynotes like 30 plus fireside chats, we've got five workshops, ama startup competition, all that's free. So you know, get the free ticket to start. And then if the other one looks interesting, you can check that out. And then the other thing that we have for you is if you are a business and you have or an influencer or you have an audience or platform, like I told you the most important thing, the way to monetize, here you go, here's an opportunity, if you have a platform, is we have a partner link, a special partner link where if you think this is cool, and you think LTS would be good for your audience, if you're listening to this, you're like, Oh, yeah, everyone I talked to would like this will give you an affiliate link, and then you can make money on ticket sales. So it's like, I think $20 a ticket on that $67 ticket. We made like three grand sending out a couple emails to our list and just as a test. And so yeah, there's some money to be made there with our partners. So if anyone's interested in that, please check that out. And certainly the the free ticket at the very least. And she had everyone listening to

Steve Brown: 43:33

Jessie man, your dynamic guest and I'm just proud to have you on the ROI online podcast.

Jesse Tevelow: 43:40

Thank you, sir. You as well, man, I know we we connected. So Steve and I connected just through business, right through partnership stuff. And here we are today. And this is what I'm all about the connection algorithm, right? It's like word of mouth is still the most powerful marketing tool. And that goes, this is here's one last nugget. It goes for external marketing and internal marketing. Even when I'm talking to you, Steve, I'm marketing. We're always marketing, we're marketing, our services, our value, what we're about our brand or culture. So I love the fact that you and I just let it flow and just met each other. And now here we are. And I'm really excited to involve you more in the summit. And I know we're going to do more business together. So thank you once again for having me. Appreciate it. Yeah.

Steve Brown: 44:22

So Jesse telo. He's author of the books and one in particular that I've got right here author Bernier is my launch team.com right.

Jesse Tevelow: 44:33

yep.com Yeah, my launch team calm is the website and then we'll have those other links, right, Steve? I think

Steve Brown: 44:38

shownotes will be sharing those will be in the show notes, etc. And then then where else can anyone connect with you?

Jesse Tevelow: 44:46

My launch team comm is the site for for the business. And then I have a personal site at j ted.me. j t v.me. And those are probably the best places and then you can obviously just type my name in Google and you'll get all my books and all my muscles Work.

Steve Brown: 45:00

There you go. Thanks for being on the ROI online podcast Jesse.

Jesse Tevelow: 45:04

Thank you as well, man, appreciate you.

Steve Brown: 45:06

Alright, that's a wrap. Thanks for listening to another fun episode of the ROI online podcast. For more, be sure to check out the show notes of this episode. And feel free to connect with me on LinkedIn where we can chat, and I can help direct you to the resources you're searching for. To learn more about how you can grow your business better, be sure to pick up your copy of my book, The Golden toilet at surprise, that golden toilet.com I'm Steve Brown, and we'll see you next week on another fun episode of the ROI online podcast.