Christine Ruffino Podcast: How To Publish Your Own Book For Ultimate Authority.
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Steve Werner: What is going on everyone welcome back to grow your impact income and influence the number one show for monetization strategy story.
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Steve Werner: and getting your message out today I have christy rufino with me christy focuses on helping people build their story and building anthology books so you’ve seen those books out there.
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Steve Werner: you’ve probably wondered how can I do something like that, especially if you’re a coaching consultant, nothing will help set you up as an authority faster than having a book we’re going to jump into that a little bit later chrissy welcome to the show.
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Christie Ruffino: Oh welcome i’m so happy to be here Steve thanks for inviting me.
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Steve Werner: Of course you’ve got a great smile and I love chatting with you, we always seem to have fun.
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Steve Werner: We do so, I know that you’ve been doing this for a while and you’ve been putting out two books, a year for a number of years.
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Steve Werner: But it wasn’t always like this, like it started somewhere and you had to figure this process out so kind of take us back to the beginning, how did you get into this and how did you master it.
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Christie Ruffino: Oh gosh so I started on this whole journey in somebody else’s anthology book and I, you know she asked me to share my story, I did not even realize the impact that would have on my business.
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Christie Ruffino: And I didn’t really realize that people wanted to hear my story, so I initially said no, I was scared and I just I.
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Christie Ruffino: mean like what are you asking me that far, but then she shared a little bit about why why I wanted to, and so I trusted in here and I said yes.
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Christie Ruffino: And it was very transparent very transformational for me and up until that point, I had built a.
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Christie Ruffino: Successful multi chapter women’s networking organization and so, once the dust settled and I have my book in my hands, and I saw how it was just doing great things for me.
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Christie Ruffino: I created the similar type of a project for the women of my community, and that was gosh eight nine years ago that’s when our very first overcoming mediocrity book came out so that’s kind of the story behind the story.
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Steve Werner: story behind the story so eight or nine years ago.
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Steve Werner: Yes, talk to me about what has like over the last eight years.
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Steve Werner: How much have you learned and grown and how many different people have you worked with.
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Christie Ruffino: Oh gosh alright, so that very first book, I had no idea what I was doing I didn’t know anything about the publishing world I knew nothing about having a book.
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Christie Ruffino: But I was very fortunate that she helped me so Michelle prints from Prince performance publishing I will give her a big shout out because she just.
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Christie Ruffino: From the goodness of her heart helped me put that book together first she was going to do it, for me, but my budget wouldn’t allow that but she helped me anyway, so it was really great.
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Christie Ruffino: She kind of guided me and was there to answer questions and I learned it, and for me that first book was very difficult because I was not in the right headspace for it.
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Christie Ruffino: I had a hard time enrolling people into the book, because even though it helped me out, I was just kind of leery about having people pay me to do that for them.
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Christie Ruffino: But the book did get put together, I had a great lineup of women when it was all said and done, the women loved it.
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Christie Ruffino: And even though that first one was difficult I said i’m never going to do it again once all of those testimonials came in and the great feedback I did another one.
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Christie Ruffino: And so we were only doing one a year, initially, but now because we’ve got a great system in place and regret giving.
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Christie Ruffino: You know more and more value to the women that we’re working with now we’re kind of working on to a year or two a year we make it three in this year.
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Christie Ruffino: Just because i’ve and honestly all the women that I get for our books are through referrals so i’m not even looking for clients anymore they’re just coming to me from the clients that we’ve been able to get into the books and they love it and they just tell everybody so.
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Steve Werner: Well, you know you’re in a good place.
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Christie Ruffino: Yes, for that, yes, for sure it’s great.
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Steve Werner: So I want to, I want to ask you a couple questions that just kind of came up for me in this first off you got helped when you were setting this up.
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Steve Werner: She you couldn’t afford to have her do it all for you, but you went ahead and you took action anyway imperfect action always beats perfect action right.
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Steve Werner: Absolutely and.
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Steve Werner: I know myself like i’ve had a lot of people like people, this is this is outside of the book conversation, but I think this will be really informative for listeners so like.
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Steve Werner: A lot of people come to me and ask for help and they I think you probably get this too will tell me what to do.
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Steve Werner: And you give them a little something you try to give them like the first logical step and then you never hear from them again, or they say well just do it for me just do it for me i’ll get blown up an email sometimes.
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Steve Werner: What do you do with that person I mean, how do you handle that.
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Christie Ruffino: When people come to me looking for.
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Steve Werner: They want free advice.
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Christie Ruffino: yeah I mean yeah I do do do do.
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Christie Ruffino: My son which.
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Christie Ruffino: that’s always a funny joke when you say that well I do offer.
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Christie Ruffino: Free you know discovery sessions, and you know that’s a way for me to support people but beyond that you know, I do have people that keep reaching out and wanting support, and you know.
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Christie Ruffino: I am, I will invest in my style.
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Christie Ruffino: I really expect if somebody else wants that success, they should invest in themselves as well.
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Christie Ruffino: And if they don’t invest in themselves, then, are they really that serious about accomplishing a specific goal so that’s kind of how I look at I mean I always willing to help people, but I also know it’s not helping them if I don’t have them put skin in the game.
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Steve Werner: That is 100% true my The one thing that I will say to this is if I see somebody out there, that I give them i’ll do a free session with them i’ll help them out how I can, and if they take massive action.
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Steve Werner: If they tell me, like everyone says they don’t have money and I don’t buy it because we have money for what’s important to us.
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Christie Ruffino: 100% yeah absolutely.
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Steve Werner: But if they go take a whole bunch of action.
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Steve Werner: And I see them and maybe they Ping me three or four weeks or two months later, with a question.
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Steve Werner: i’m happy to jump on and help them because i’m seeing them take massive action, the thing that I don’t see is very many people doing that, so if you’re listening to this.
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Steve Werner: And you want to write a book or you want to start a podcast or you want to grow your business and you ask somebody that’s above you for help.
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Steve Werner: Whatever they tell you go do it like I nothing bothers me more than spending 30 minutes with somebody giving them a whole bunch of help and then.
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Steve Werner: You know, two weeks later them saying hey can you jump on a call I need xyz no i’m not going to jump on a call.
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Steve Werner: But if you go out and you take massive action one you’re going to start to see traction you’re going to start to get results, this is what you did nine years ago 10 years ago right.
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Steve Werner: yeah I guarantee you had a conversation with her and you were like I I really can’t afford that right now but i’m going to go do it, and she saw you taking action and she was we all see part of ourselves in that right.
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Steve Werner: yeah we’re like I remember being there Okay, what do you need, what can I do.
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Steve Werner: And you you you try to get people there and you’ll never forget her for that.
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Christie Ruffino: that’s gosh absolutely yeah she was.
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Christie Ruffino: When I did our podcast I wanted her to be one of my premier guests and even during that time.
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Christie Ruffino: She was a full publisher and I ended up by having people that I sent it to her, she didn’t know that was going to happen when she’s offered to help me, but when we’re able to serve other people like that it comes back to us and so yeah it’s you know.
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Steve Werner: it’s it’s I mean yeah.
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Steve Werner: I don’t think either of us want to help people for free, because we both know that people who pay for it, are the ones who get results.
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Steve Werner: But if you’re out there listening I just know that I get blown up with this.
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Steve Werner: All the time and it’s like go do something like go take massive action and get moving so okay let’s go back to the book.
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Steve Werner: um I felt like I don’t know I feel like someone out there just really needed to hear that so.
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Christie Ruffino: yeah That was good that was really good.
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Steve Werner: let’s go back to the book, so the anthology books, why do you think they’re so popular and why do you think they work so well.
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Christie Ruffino: Well there’s a couple of reasons, well, first of all, I believe everybody should have their own book if you’re in business, because it is the best positioning tool for you and I know it takes a lot of time and money and resources and headspace and all that.
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Christie Ruffino: But you know.
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Christie Ruffino: Sometimes people don’t do that they don’t take any action because it becomes too overwhelming for them, so the great thing about an anthology book is that it gives you that very first step.
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Christie Ruffino: It gets you kind of thinking in the right direction, it helps you clarify your message if you’re doing it correctly.
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Christie Ruffino: It gets you starting to build your writing muscle because honestly i’m not a writer i’m a reader I love reading but writing was very difficult for me at first, but the more I.
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Christie Ruffino: I write the easier it becomes, and so it helps you build that writing muscle and then being in a book with other people also gives you a ton of exposure.
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Christie Ruffino: We have your own book unless you’ve got a huge marketing budget you’re not getting your book in front of enough people.
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Christie Ruffino: But when you’re in a co authored book now you’ve got you know 20 plus or however many people are in the book without you there hustling your book for you or along with you, so it does get your.
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Christie Ruffino: story or your chapter in front of people that you would never get the opportunity to be in front of and then one other thing is now you’ve got all these other people that.
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Christie Ruffino: are like minded professionals, that you can connect with and can do something with.
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Christie Ruffino: And that is a, I feel, probably the biggest opportunity of being in a core third book is just the partnerships that you develop in the relationships you build with the other people that are in that book with you.
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Steve Werner: So let’s let’s unpack this just a little bit, because I think the same thing I think everybody should have a book.
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Steve Werner: Because it is a huge positioning piece it’s also I use mine as a calling card I send it to people that I meet at live events and it, I would say one out of three converts to business um.
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Steve Werner: But I do hear a lot like I don’t have a whole book in me or i’ve been trying to write my book for five years there’s a girl I dated in college that still has the word processor you remember the old school word processors because book is on it.
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Christie Ruffino: Oh no.
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Steve Werner: writing for 20.
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Steve Werner: Years i’m like.
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Steve Werner: crazy so.
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Christie Ruffino: it’s really not that hard, there are ways to get your book out of your head without.
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Christie Ruffino: Having an amazing project.
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Steve Werner: Well let’s I think the anthology book is a great starting point which you pointed to.
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Steve Werner: It helps you clarify your message it gets a little bit out there and it’s a stepping stone, so how long first off, I have three quick questions you can go wherever you want with these how long.
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Steve Werner: Should an anthology book be how many people should be in it, how long should your chapter be in it, and what should your chapter be about if you’re looking at doing one of these.
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Steve Werner: Like I can see people being like well, what do I even talk about if i’ve only got one chapter what should I what should I say what should I do without one chapter and how do I even get involved in this.
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Christie Ruffino: Okay, so let me touch on all three really quick, the size of the book overall as far as how many words in the whole book and how many words in the chapter, how many people to have in the book.
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Christie Ruffino: that’s really all a numbers game with Amazon, which is usually the best place to have your book printed because it’s on demand printing.
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Christie Ruffino: Well there’s a couple ways to finish the book when it’s all done but you really want to stay within a specific guideline of of the surprises.
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Christie Ruffino: You know normal sizes not custom sizes and the total page count so there’s a lot of numbers games I won’t even get into all that but that’s basically kind of them as formulas, as far as your chapter goes.
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Christie Ruffino: I mean you, when you join a project they’re going to tell you or give you options as far as how long it should be, but it really doesn’t matter.
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Christie Ruffino: You can give the same result with a 2000 word chapter or a 4000 read chapter.
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Christie Ruffino: Because your story your chapter should, in essence, be your signature message in the world, what is it that you want people to know about you and your journey that has positioned you to be the expert in your area, whatever that may be.
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Christie Ruffino: I also have to encourage people if they’re doing this to not just share their story, but just share it share specific tips we call them ninja tips.
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Christie Ruffino: Because we have to keep in mind that we’re sharing our story, not for our purpose, but for the readers purpose and they want to have more than just inspiration from your story they want.
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Christie Ruffino: actionable tips they want steps that they can adapt to their life so you don’t need to know more than three.
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Christie Ruffino: But, just like your talk your signature message or your webinar presentation, or whatever it is you’ve got a formula of your story and your teaching and your clothes and your call to action and all those pieces.
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Christie Ruffino: And really your chapters, should be the same thing as all of those pieces all of those messages out there in the world, your signature talk you’re seeing your message your signature book your signature webinar your signature everything.
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Steve Werner: Signature everything.
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Steve Werner: Yes, so if you’re writing this 2000 words 4000 words, how many pages as.
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Christie Ruffino: Well, on a typical six by nine book and I don’t know if it’s typical but that’s just like we do.
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Christie Ruffino: 2000 word chapter plus and you’ve got your bio your headshot contact information and call to action i’m usually it’s only about five pages in a small book, which is only like maybe two three pages I Microsoft are in eight and half by 11.
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Steve Werner: So, not a lot.
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Steve Werner: If you’re listening to this and you’re like I can’t write a book, I want to, I think you can write three pages, in a word, Doc.
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Steve Werner: yeah and tell your story in a succinct way that provides two to three value points, something I always tell people it’s not your job to get people to an eight nine or 10.
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Steve Werner: it’s your job to move them one level you’re an eight nine or 10 they’re 212 or three if you can move them one level, they will think you are magical.
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Steve Werner: If you try to move them to an eight nine or 10 they’re going to fall asleep because too much information.
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Christie Ruffino: or they get overwhelmed and then they do nothing.
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Steve Werner: Exactly so it’s much better just give them a powerful takeaway that they can implement three simple steps people that do frameworks.
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Steve Werner: they’re like just pick a framework that you can teach quickly and easily in three word Doc pages three Microsoft word pages yeah dope.
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Steve Werner: What I want to ask you now if somebody’s like Okay, I can definitely do that, but then, what do I do i’ve got three pages, in a word, Doc but nobody nobody’s working with me how hard, is it.
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Steve Werner: Do you think for people to do an anthology book like this, I know you’ve done, I mean probably 2530 of them by now.
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Steve Werner: If they wanted to put one together if they’re listening to this and they’re like maybe I can get five of my friends together, do you recommend that do you recommend coming to you like what’s to walk us through the process just a little bit.
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Christie Ruffino: yeah so we actually do do the do them, for you know manage the projects for our clients.
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Christie Ruffino: I think it really depends on the goal, I think it’s a great tool for coaches out there um it’s a great additional offering for their clients who want to have a book and its way to add.
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Christie Ruffino: You know this is a piece to their high end program you know, everybody that’s in our you know elite program also is going to be in our book and you know so there’s a way to do it that way, if somebody just trying to bring friends together.
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Christie Ruffino: There has to be a purpose and and there also is money involved, so if you’ve got a bunch of friends and you want to do it.
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Christie Ruffino: There has to be somebody that’s being the project manager and you got to do a cover and you’ve got to get all the people in place to lay it out and so there’s a lot of logistics involved if it’s just a like a do it yourself kind of a thing.
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Christie Ruffino: I did it not impossible, you can figure it out, but you also have to realize it’s going to take a lot of time to figure out all those pieces and you’ll have you’ll be making a lot of mistakes along the way.
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Steve Werner: So how can they, how can they avoid some of those mistakes.
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Christie Ruffino: They can avoid some of those mistakes by reaching out to a professional that’s got a system in place that knows how to do it.
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Christie Ruffino: And we definitely have a team that can help in different aspects, I mean I, we have one client that we helped her with her very first anthology book.
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Christie Ruffino: And then taught her what we did we put all the pieces in place and gave her all of our systems and then she’s continued to go on after that and do probably six or seven more.
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Christie Ruffino: So I mean there’s different ways we can help people, but it is definitely something that I feel creates a lot of value and it’s another great way to really elevate your own personal brand by having a book on your.
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Steve Werner: On your resume.
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Steve Werner: Right.
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Christie Ruffino: On your resume yeah.
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Steve Werner: So the last piece to this let’s say that they get a book done.
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Steve Werner: Whether they do it, or you help them do it, they finally get the anthology book, how do they get to bestseller status, because I can see a lot of people saying Well now, I got this book, what do I do with it.
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Steve Werner: And that’s I when I wrote the book, I wrote it with a very specific purpose of using it as a calling card, but that doesn’t have to be how everybody use it, I don’t think you’d use an anthology book like that, how do you reach bestseller status, how to use it as a positioning tool.
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Steve Werner: You got some words on.
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Christie Ruffino: Well, so there’s no reason why you can’t use a anthology book as a calling card, and I know our clients have.
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Christie Ruffino: put their books together in as a bundle and they’ve also did the audio recording of just their chapter and there’s other things that we’ve done to like create this additional product for them.
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Christie Ruffino: But the Amazon bestseller conversation is, we could spend a lot of time on that because there’s a lot of different strategies to accomplish that goal.
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Christie Ruffino: But I think with the with the Co authored book, it becomes a lot easier because you have multiple people marketing that book in a short period of time, and it makes it a lot.
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Christie Ruffino: more accessible, or a lot more accomplished double when you have multiple people doing the same thing in a condensed period of time to achieve specific desired results.
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Christie Ruffino: So.
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Steve Werner: I mean that makes sense.
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Steve Werner: yeah totally makes sense um.
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Steve Werner: Once you have bestseller status, though, how should you use that like what should you do with that.
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Christie Ruffino: Well, you can put the well now we’re talking about an Amazon bestseller not a New York Times bestseller, but you can use that Amazon bestseller logo.
00:19:36.870 –> 00:19:47.340
Christie Ruffino: We actually have lat labels printed for our clients, so when we achieve that status they got in the mail they get a bunch of those labels to stick on their books, once you know they’re out there in the world.
00:19:48.750 –> 00:19:49.980
Christie Ruffino: You know, I think.
00:19:51.750 –> 00:20:03.540
Christie Ruffino: When we’re on social media it’s all about story it’s all about how people can connect with you, and you can create multiple topics of conversation around every aspect of this journey.
00:20:03.930 –> 00:20:07.980
Christie Ruffino: From concept from signing a publishing agreement per se.
00:20:08.580 –> 00:20:21.180
Christie Ruffino: to achieving bestseller status to you know, the process of getting there, and you know there’s just there’s just multiple topics of conversation that you can have around every point in the process that will.
00:20:21.840 –> 00:20:27.480
Christie Ruffino: Bring attention to what you’re doing and get people into your like little ECHO system on social media.
00:20:27.930 –> 00:20:34.620
Christie Ruffino: And you know, being an Amazon best selling author is huge, because you can put that on your signature line, you can put that on your bio you can put that and.
00:20:34.950 –> 00:20:42.630
Christie Ruffino: You know everything that you have your social media platforms your profiles and all that and it just it’s an extra level of credibility for you and your brand.
00:20:43.530 –> 00:20:45.210
Christie Ruffino: awesome so.
00:20:46.320 –> 00:20:57.150
Steve Werner: The one thing that we haven’t talked about is using a book to get on stage, I know I did this in the beginning, I just went and got like the smallest cheapest book that I could get printed.
00:20:57.690 –> 00:21:08.490
Steve Werner: I literally like it was it was bad, but it got me on stages, because I, I could hold it up, I was everyone that I wanted to get on stages in 2014 I shot them a short video.
00:21:09.120 –> 00:21:17.910
Steve Werner: It was horrible if so bad, but it got me on stages, because I would hold it up and it looked like a real book and I would ship it to them if they asked for it, I think three people out of maybe 100 ask for it.
00:21:18.990 –> 00:21:22.770
Christie Ruffino: Because they they get all these books in there, I we don’t need another book it looks good all right.
00:21:23.070 –> 00:21:24.510
Steve Werner: that’s that’s it but.
00:21:24.540 –> 00:21:25.440
Steve Werner: So how.
00:21:25.920 –> 00:21:33.960
Steve Werner: that’s the question that I have for you how many people have you worked with that have gotten on stage that have used it to open doors for them i’d love to hear a few of those stories.
00:21:34.260 –> 00:21:40.470
Steve Werner: of people that you’ve worked with to help with this, because I think that will show the listeners how powerful This really is.
00:21:41.670 –> 00:21:48.570
Christie Ruffino: So, from an event coordinator perspective because i’ve hosted a lot of events and for a couple years with my organization, I had.
00:21:49.080 –> 00:21:58.440
Christie Ruffino: One day multi speaker huge events with 300 plus women, and I would not even consider bringing somebody into my audience if they didn’t have a book.
00:21:58.800 –> 00:22:07.590
Christie Ruffino: You know that’s really part of it that’s it I know they’re serious that they’ve invested that time and energy into that one piece of the puzzle, so I think it’s really important.
00:22:08.370 –> 00:22:19.080
Christie Ruffino: If you want to be taken seriously as a speaker and as a presenter and and and as an authority to do something to have that book whether it’s.
00:22:19.500 –> 00:22:35.370
Christie Ruffino: A chapter in a book or whether it’s a small book like I like to say a small little business card book, because you can do one with, I have a couple examples on my Amazon account of just like 6000 word little mini books, why not, you know it’s it’s easy and it’s doable.
00:22:37.080 –> 00:22:44.880
Christie Ruffino: So, from an event planner it’s I think it’s hugely important to get on stages, but then, once you have a book and you’re able to get on that stage.
00:22:45.750 –> 00:22:55.110
Christie Ruffino: it’s going to open so many doors and you’re going to get on multiple stages and you’re going to get on podcast and it’s a way for you to have a.
00:22:55.740 –> 00:23:06.870
Christie Ruffino: compelling offer and like hopefully your offer is bigger than just a book, but it gets people back to your table if you don’t if you have a stage offer.
00:23:07.530 –> 00:23:15.720
Christie Ruffino: that’s great, but it stay your breakout session speaker or your something and you’re a sponsor people love to go to books, the.
00:23:16.110 –> 00:23:30.780
Christie Ruffino: vendor tables that have books, they let you know, everybody loves that so get it opens doors to conversations with the attendees at events that will hopefully lead to a possible booking or strategy session or something I.
00:23:31.020 –> 00:23:41.970
Steve Werner: I would agree, I mean, I think it is really powerful to use it to get on stage to use it from stage, you can give it away to people in the audience you do so many different things, with it, but I want to, I want to ask.
00:23:42.180 –> 00:23:44.700
Christie Ruffino: Can I share like a really great tip if you got your own book.
00:23:44.820 –> 00:23:52.830
Christie Ruffino: yeah go, so we know you and I know that when somebody buys a book on Amazon we’re not making a ton of money.
00:23:53.640 –> 00:24:00.480
Christie Ruffino: And when we ship out a book from ourselves it’s great it’s Nice because we can sign it and send it off, but.
00:24:01.020 –> 00:24:12.450
Christie Ruffino: When i’m looking to send my book to clients, I will actually go on Amazon order the book from Amazon and have it shipped to that person as a gift, in the little package.
00:24:12.990 –> 00:24:22.140
Christie Ruffino: Everybody loves getting Amazon presence right a box like a box at my door from Amazon so that’s what I do right now, when i’m sending out my books i’m not gonna.
00:24:22.590 –> 00:24:31.260
Christie Ruffino: envelope it myself and sign it and send it out i’ll just go on to Amazon and order it for them and it comes all wrapped and it’s beautiful and they’re so happy.
00:24:31.560 –> 00:24:33.930
Steve Werner: And you’re basically drop shipping it yourself, I like it.
00:24:34.620 –> 00:24:36.270
Christie Ruffino: yeah it’s great.
00:24:36.540 –> 00:24:37.560
Steve Werner: I like that one a lot.
00:24:38.520 –> 00:24:47.970
Christie Ruffino: you’re looking to get in like through a gatekeeper you like say you’re trying to get into a company you’re trying to get to somebody in an organization that you can’t get past the gatekeeper.
00:24:48.270 –> 00:24:53.820
Christie Ruffino: you send them an Amazon package that Secretary is not going to open it because it’s addressed to that person.
00:24:54.270 –> 00:24:59.010
Christie Ruffino: that’s a great way to get to that person without getting caught at the gate.
00:24:59.640 –> 00:25:02.160
Steve Werner: That I that is one of my secret tips.
00:25:02.220 –> 00:25:06.300
Steve Werner: yeah that’s how I get past gatekeepers everywhere send them a gift.
00:25:06.540 –> 00:25:17.160
Steve Werner: Yes, because the secretary won’t open it, they will open it and if you’ve done any kind of research look on their linkedin profile look on their Facebook look somewhere figure out something that they like.
00:25:17.640 –> 00:25:25.230
Steve Werner: and send them something to do with that it is not that hard it doesn’t have to be crazy expensive and for 20 bucks you’re going to get two minutes of their time.
00:25:25.650 –> 00:25:35.640
Steve Werner: yeah that it’s it works so so well that was kind of what I what I was precluding to like other than getting on stages How else can they use a buck.
00:25:36.390 –> 00:25:44.280
Steve Werner: Because there’s so many different things that you can do with it once you have it, what are some creative ways that you’ve seen some of your clients use them on that maybe you’ve used them.
00:25:45.150 –> 00:25:47.550
Christie Ruffino: Oh gosh now you know i’ve gotta think um.
00:25:48.780 –> 00:25:58.410
Christie Ruffino: Besides having them in a case in my basement to step on to reach on the top shelf know you really want to get them out of your basement out of your garage you want to get them out there.
00:25:59.070 –> 00:26:13.890
Christie Ruffino: You know when i’m networking that’s a huge thing is like I meet somebody and i’m giving them a book it’s depending on the kind of book or the conversation i’m having it’s it just kind of create something that they’re not going to throw away.
00:26:14.340 –> 00:26:21.690
Steve Werner: Well that’s, so I do pre coven at 80 90% of my business came from going to meetup groups.
00:26:22.290 –> 00:26:33.000
Steve Werner: And I would always take my books with me when given to everybody, because there, I mean my book costs two to 60 a piece, I think the print wasn’t crazy expensive but I didn’t give them to everyone that’s I mean.
00:26:33.030 –> 00:26:38.940
Christie Ruffino: Not everybody would really want them to tell you kind of want to be picky on how you’re kind of like vetting them in a sense.
00:26:38.970 –> 00:26:50.190
Steve Werner: yeah that’s exactly, but if they were somebody that I wanted to either do a coffee, with some time or maybe they would be good to do business with me I made sure they got a book and I would always.
00:26:51.120 –> 00:27:00.180
Steve Werner: I did this i’ll give my own tips away on love your comment, but I wrote my book, with three specific chapters that were my ideal avatars.
00:27:00.690 –> 00:27:08.580
Steve Werner: And what I would do is if one of them, so one was a coach right anyone who wanted organic coaching clients, I had a whole chapter on organic coaching clients.
00:27:09.090 –> 00:27:18.930
Steve Werner: And I would say I would open the book like we’d be talking, you know at a networking event hey I want to highlight something for you to open it up i’d circle two or three things and give it to them.
00:27:19.020 –> 00:27:19.620
Steve Werner: Why are they.
00:27:20.250 –> 00:27:27.720
Steve Werner: Good going to read those three things they’re not going to most people never read a book right they read three pages and at four pages in it.
00:27:28.290 –> 00:27:35.250
Steve Werner: we’ve all done that sometimes we read the entire book, but you know what i’m saying, like some people you especially you give them a book they’re going to go home it’s getting on the nightstand.
00:27:35.820 –> 00:27:37.980
Christie Ruffino: Good intentions, but they just never do yeah.
00:27:38.490 –> 00:27:40.620
Christie Ruffino: Unless you direct them like you did that’s.
00:27:40.710 –> 00:27:41.370
00:27:42.420 –> 00:27:51.330
Steve Werner: You know, so the passages that I highlighted if you’re listening to this and you’re thinking about book, it was what was their number one objection to doing what I wanted them to do.
00:27:51.780 –> 00:27:53.070
Steve Werner: hold in a story.
00:27:53.310 –> 00:27:55.980
Steve Werner: By a client who then made money by doing it.
00:27:57.360 –> 00:28:12.120
Steve Werner: So it’s I mean it’s a hero’s journey story of your client, but just make sure it echoes who they are what they are right, because then they’re gonna be like holy crap this guy got $10,000 in sales for somebody just like me i’m going to call him.
00:28:13.080 –> 00:28:14.430
Christie Ruffino: Yes, absolutely.
00:28:14.460 –> 00:28:21.510
Steve Werner: That would put my number at the bottom hey my cell phone numbers, not in here but i’ll just put it down here just shoot me a text it always ends up in the text.
00:28:22.020 –> 00:28:23.160
Steve Werner: yeah I read this.
00:28:23.430 –> 00:28:25.410
Steve Werner: Can we meet sometime yes we sure can.
00:28:26.460 –> 00:28:32.490
Steve Werner: um it works, really, really well anyway that’s that’s my tip but i’m I bet I mean.
00:28:32.520 –> 00:28:33.150
Christie Ruffino: I love that.
00:28:33.990 –> 00:28:37.050
Steve Werner: 30 books, a million different authors that you’ve worked with.
00:28:37.080 –> 00:28:40.140
Christie Ruffino: I bet you’ve seen that 30 but well i’ve seen.
00:28:40.200 –> 00:28:42.810
Christie Ruffino: I mean of all our clients yeah absolutely yeah.
00:28:42.900 –> 00:28:48.810
Steve Werner: I bet you’ve seen some pretty creative uses um I just wonder if anything jumps off the page at you.
00:28:48.870 –> 00:28:55.860
Christie Ruffino: Oh, you know I honestly, other than just getting on stages and a lot of really creative.
00:28:56.610 –> 00:29:10.830
Christie Ruffino: social media posts people have done to kind of create energy and excitement around their book upcoming book, but I don’t know if i’ve got anything that comes to mind right now about a creative use this they did with their book once it was john.
00:29:11.430 –> 00:29:18.630
Christie Ruffino: Okay yeah i’m sure i’ll be you know what two o’clock in the morning i’m going to have a couple things popped into my head i’ll get back to you on that Steve.
00:29:18.990 –> 00:29:19.470
Steve Werner: All right.
00:29:19.530 –> 00:29:21.150
Steve Werner: that’s all good um.
00:29:21.720 –> 00:29:34.200
Steve Werner: So tell me if people are like they’re leaning in they’re interested, they want to talk to you about how they can work with you to get one of these books done where should they find you at where’s a good place for them to come find you.
00:29:34.800 –> 00:29:46.920
Christie Ruffino: Well, I have our project it’s called the overcoming mediocrity little project, I guess, so you can find that on overcoming mediocrity.org as well as the podcast overcoming mediocrity podcast.
00:29:47.580 –> 00:29:57.750
Christie Ruffino: And then you can they can always get a hold of me through my personal website Christie rufino calm i’m sure you’ll put all of the links in the show notes below.
00:29:58.320 –> 00:30:08.760
Christie Ruffino: And I don’t actually have anything set up as far as a system for producing anthology books for people, because it really is a personal type of a.
00:30:09.360 –> 00:30:19.440
Christie Ruffino: An arrangement, you know really what their goal is what they’re looking to do, how much help, they want or don’t want and we can do kind of create an ALA carte service for them on that, I mean we do have a publishing.
00:30:20.520 –> 00:30:23.190
Christie Ruffino: site which is simple self publishing done for you.
00:30:24.300 –> 00:30:38.340
Christie Ruffino: But if they’re looking to just brainstorm on the best way to kind of create the same results with an anthology their their own or being a part of one i’d love to be able to have a session with them and help them figure that out.
00:30:39.000 –> 00:30:45.090
Steve Werner: awesome um you also have a great lead magnet that you’re giving away.
00:30:45.930 –> 00:30:47.280
Christie Ruffino: I have you.
00:30:47.370 –> 00:30:50.970
Steve Werner: i’m going to try to say it is it’s a little bit of a tongue twister but it’s kind of fun.
00:30:51.390 –> 00:30:52.320
Christie Ruffino: Lots of SS.
00:30:52.440 –> 00:30:54.960
Steve Werner: I wonder if I can say it, do you think I can say it three times fast.
00:30:55.260 –> 00:30:57.120
Christie Ruffino: i’m backwards, how about backwards.
00:30:57.750 –> 00:30:59.280
Steve Werner: If you can say it backwards.
00:31:00.060 –> 00:31:01.260
Christie Ruffino: book, no, no, no.
00:31:01.380 –> 00:31:04.350
Christie Ruffino: Oh i’ll write another book yay.
00:31:05.100 –> 00:31:06.240
Steve Werner: You like to read all right.
00:31:06.270 –> 00:31:10.050
Christie Ruffino: yeah well I only have you highlight a section for me.
00:31:10.320 –> 00:31:12.030
Steve Werner: I will highlight a section.
00:31:12.240 –> 00:31:16.290
Steve Werner: Great all right, you guys say it backwards, that was your challenge.
00:31:18.930 –> 00:31:20.700
Christie Ruffino: purpose your privatized.
00:31:20.730 –> 00:31:26.250
00:31:28.050 –> 00:31:29.820
Steve Werner: to prioritize your purpose.
00:31:29.910 –> 00:31:31.590
Steve Werner: privatized profit eyes, I can’t.
00:31:31.590 –> 00:31:32.580
Christie Ruffino: Remember ties.
00:31:33.000 –> 00:31:36.300
Steve Werner: yeah seven simple steps to prioritize your purpose.
00:31:36.480 –> 00:31:36.870
Christie Ruffino: yeah.
00:31:37.020 –> 00:31:38.250
Steve Werner: And where can they find that.
00:31:39.120 –> 00:31:43.710
Christie Ruffino: They can find it at Christie rufino.com or profit ties your purpose calm.
00:31:43.980 –> 00:31:49.830
Steve Werner: You can also find it in the show notes we’re gonna have a few rapid fire questions are you ready.
00:31:50.010 –> 00:31:51.090
Christie Ruffino: i’m ready.
00:31:51.360 –> 00:31:55.560
Steve Werner: All right number one, you said you love to read what are your top three books.
00:31:56.100 –> 00:32:05.640
Christie Ruffino: Oh for sure the go giver by Bob Burg, he is great he’s been a great mentor for mine and one of the foundations of really everything i’ve done in my business.
00:32:06.210 –> 00:32:17.190
Christie Ruffino: I love the one thing and i’m constantly focusing on staying true to my one thing, even though it’s difficult with a publishing company and a networking organization and a coaching business and all that fun stuff but.
00:32:17.400 –> 00:32:21.780
Christie Ruffino: So i’m working and that’s a work in progress, and I think the other one is.
00:32:22.830 –> 00:32:28.560
Christie Ruffino: You know I love Jensen, since arrows you know the bad bad, what is it you are a badass.
00:32:28.950 –> 00:32:29.310
Christie Ruffino: she’s.
00:32:29.430 –> 00:32:34.020
Christie Ruffino: Great one yeah she’s great she’s got it’s really good.
00:32:34.530 –> 00:32:35.940
Christie Ruffino: Okay really good.
00:32:36.450 –> 00:32:36.810
Steve Werner: All right.
00:32:36.900 –> 00:32:39.510
Christie Ruffino: she’s got a couple of them, but they’re really great books.
00:32:39.840 –> 00:32:42.960
Steve Werner: I think this might have answered the second question one mentor.
00:32:44.340 –> 00:32:51.090
Christie Ruffino: Oh, you know Bob has been a mentor of mine for 16 plus years and he’s yeah he’s.
00:32:51.450 –> 00:33:02.910
Christie Ruffino: I could reach out to him for help, or he Hill and get endorse means like loves my leadership style you know he’s just but he’s like that, with everybody is just a great person and just epitomizes being a go giver.
00:33:03.360 –> 00:33:07.770
Steve Werner: that’s awesome I mean if you have a book called the go giver you kind of have to be a go giver.
00:33:07.890 –> 00:33:27.210
Steve Werner: Yes, um what is one thing that you look back on in the last 10 or 15 years which at the time seemed like a huge mistake, a huge pain point a huge brick wall that you slammed into the now looking back at was a huge catalyst for growth.
00:33:29.010 –> 00:33:41.970
Christie Ruffino: Oh well, I think, honestly, one of the most difficult times of my life is getting on the other side of a very messy divorce and being in a position where I just.
00:33:42.870 –> 00:33:52.230
Christie Ruffino: felt like I had no direction no future, no abilities, it was just a bad time in my life and I didn’t like think I was going to be able to like figure out anything.
00:33:53.550 –> 00:34:06.240
Christie Ruffino: But I did I kept going it was a slow process, but I had two kids to take care of in a huge motivation to put food on their table and keep their house for them and we mentally got on the other side of that.
00:34:06.900 –> 00:34:10.680
Steve Werner: I mean now looking back at it, do you see it as a catalyst for strength.
00:34:10.740 –> 00:34:18.330
Christie Ruffino: Totally it was a huge growth for me because I had allowed my life to become very comfortable and.
00:34:18.870 –> 00:34:29.580
Christie Ruffino: And kind of lose myself in the process, because it was safe for me and It made me it forced me to get out and do things that I would never I mean i’m an introvert i’ve always been an interpreter verte as a child.
00:34:29.910 –> 00:34:38.520
Christie Ruffino: And I now is in a position that I had to go out and network, I had to talk to strangers and meet people and all these things that I would never have done on my own, and then the next thing is I.
00:34:38.940 –> 00:34:47.010
Christie Ruffino: You know, start a networking organization and now i’m you know, helping people get on stages and getting me on stages and all that stuff and without that.
00:34:48.600 –> 00:34:57.780
Christie Ruffino: Big obstacle in my life I who knows, I could just be I don’t know who knows what I would be doing but wouldn’t be doing the great things i’m doing now and helping the other people i’m helping right now.
00:34:58.380 –> 00:35:12.150
Steve Werner: awesome um that I mean, I think that is true that Thank you so much for sharing that if you are listening to this and you feel stuck you feel like you’re spinning your wheels you feel like you need to break through something it will happen.
00:35:13.260 –> 00:35:17.340
Steve Werner: Fast it’s never as fast as we want, but the decision to keep moving forward is.
00:35:18.150 –> 00:35:19.380
Steve Werner: Just a decision you make.
00:35:20.190 –> 00:35:20.490
Steve Werner: to it.
00:35:20.730 –> 00:35:26.970
Christie Ruffino: And I think you just have to accept that you’re going through that for reason I know, sometimes certain situations are terrible.
00:35:28.140 –> 00:35:38.100
Christie Ruffino: But you know what there’s some growth that you’re needing to do in that process, and if you can embrace that instead of being resistant to it you’ll get through it better.
00:35:38.940 –> 00:35:45.630
Steve Werner: 100% christy Thank you so much for coming on it has been so much fun to talk to you on.
00:35:47.580 –> 00:35:59.160
Steve Werner: We shared your website, we shared your seven simple steps to prioritize your purpose yeah shared how to get started with anthology book is there anything else, that you would like to leave our listeners with.
00:35:59.640 –> 00:36:07.140
Christie Ruffino: Oh gosh no honestly, I think that this has been a lot of fun, I really have enjoyed getting to know you, you are one of the people to that has.
00:36:07.410 –> 00:36:22.380
Christie Ruffino: i’ve had a couple conversations with you and you’ve kind of poured into me and giving me some great direction advice, wisdom and it’s been wonderful, so thank you, I really appreciate that and I just know that we’ve got a lot of great things coming together.
00:36:23.160 –> 00:36:23.580
Christie Ruffino: awesome.
00:36:23.760 –> 00:36:31.320
Steve Werner: yeah I think we do as well, and I was happy to help you out i’m always happy to help people that take action and go out and get stuff done um.
00:36:31.770 –> 00:36:48.750
Steve Werner: I mean you’re you’re transitioning to the online space, which is always it’s it’s tough, I mean online is an interesting place, but it can be very rewarding and knock on wood, we will be back to live events and speaking and all the fun stuff that isn’t online very soon.
00:36:49.080 –> 00:36:51.990
Christie Ruffino: Yes, absolutely alright thanks so much Steve.
00:36:52.470 –> 00:37:01.140
Steve Werner: it’s been my pleasure to everyone else out there, make sure you tune in next time and, until then, take action change lives and make money we’ll see you soon.
00:37:03.090 –> 00:37:03.870
Steve Werner: Okay we’re good.
00:37:04.170 –> 00:37:05.700
Christie Ruffino: awesome Thank you.
00:37:06.240 –> 00:37:18.360
Steve Werner: um you are welcome so talk to me really quick about what if I wanted to do an anthology book because I haven’t done an anthology i’ve done my i’ve done three books on my own.
00:37:18.930 –> 00:37:34.980
Steve Werner: But what would it, because what I was what I was thinking listening to you is, if I can get together five or six people what would I need to charge them to take place in it to cover my costs, because I can probably activate some people.
00:37:35.370 –> 00:37:35.910
Christie Ruffino: yeah.
00:37:36.600 –> 00:37:42.480
Christie Ruffino: so easily you typically want about 50,000 words total right.
00:37:42.900 –> 00:37:43.260
00:37:44.580 –> 00:37:49.380
Christie Ruffino: somewhere around there to have a you know kind of decent or 40 to 50,000.
00:37:49.740 –> 00:37:51.420
Christie Ruffino: So that really depends on how many.
00:37:51.450 –> 00:37:53.550
Christie Ruffino: Words per person that you have.
00:37:54.600 –> 00:38:00.750
Christie Ruffino: So if you have 10 people you want them to have 5000 words each and that’s you know, sometimes that’s probably too much.
00:38:01.410 –> 00:38:01.980
Steve Werner: Yes.
00:38:02.430 –> 00:38:13.440
Christie Ruffino: You know that, unless they can get to I mean that’s 5000 words is a lot to have unless you’re going to get a lot of yeah it’s just I think $5,000 maybe too much for just a story and tips.
00:38:14.850 –> 00:38:15.150
Steve Werner: OK.
00:38:15.900 –> 00:38:26.700
Christie Ruffino: But so basically what we do, I mean if you want us to manage the whole project, we would just charge you so much per person, but it really depends on the word count and how many people participate.
00:38:27.300 –> 00:38:41.700
Steve Werner: Okay, so I mean if we did 3000 words 3000 words would be like 15 to 18 people somewhere in there yeah that’s a I can probably activate 10 people I don’t know if I can get more than that um.
00:38:43.230 –> 00:38:44.280
Steve Werner: that’s an interesting one.
00:38:45.630 –> 00:38:46.740
Steve Werner: You might circle back.
00:38:46.800 –> 00:38:52.140
Christie Ruffino: You could do 3500 words you know you could it doesn’t have to be.
00:38:52.950 –> 00:38:54.270
Steve Werner: It has to be closed, so I follow.
00:38:54.540 –> 00:38:59.100
Christie Ruffino: yeah yeah I mean you just because you just want to have a book that the little got a little bit of meat with it.
00:38:59.460 –> 00:39:00.900
Christie Ruffino: yeah so.
00:39:01.530 –> 00:39:06.840
Steve Werner: Okay, so I mean if we had 10 or 12 people and then and you managed all of it, what would be the cost.
00:39:07.620 –> 00:39:09.750
Christie Ruffino: Just a ballpark you I, so I.
00:39:11.580 –> 00:39:14.580
Steve Werner: If you don’t you don’t have to give me one if you don’t want you put it in the email.
00:39:15.060 –> 00:39:15.630
Christie Ruffino: yeah let me.
00:39:15.960 –> 00:39:16.980
Steve Werner: Try to you on the spot.
00:39:17.010 –> 00:39:22.050
Christie Ruffino: Let me kind of run numbers, because I know it really depends on how many people were working with.
00:39:22.410 –> 00:39:31.200
Christie Ruffino: To make sure that we’re covering because we then we’ve got the cover designer we’ve got the graphic Does that mean we do everything else, with it, too, so i’ll i’ll put that together and send it over.
00:39:31.770 –> 00:39:41.910
Steve Werner: Okay, I mean my thought is just like justin thinking like just listening to you talk, I was like Well, I can probably activate a few people that would put in a little bit of money um.