Welcome to the Join Up Dots business coaching podcast interview with Caleb Breakey
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Introducing Caleb Breakey
Caleb Breakey is my guest today, on the Steve Jobs inspired Join Up Dots business coaching podcast interview.
He is a man with a skill that most people could use, even if they think they dont need it.
He is the CEO of a premier ghostwriting agency, Speak It To Book, and is an expert at establishing a person as a thought leader by turning their ideas into a book, using less than 24 hours of their time.
He fuses publishing, ghostwriting, and new generation marketing industries in a powerful and personal way, and has earned half a million through his Book Funnel Method and aims to double/triple his clients’ revenue.
He is a published author, an Amazon #1 best-seller, winner of the prestigious Genesis Contest for fiction writers, graduate of the CWG’s highest level, teacher at conferences across the nation, and former award-winning journalist of numerous star athletes and musicians, including Derek Jeter and Roger Clemons.
How The Dots Joined Up For Caleb
But this of course is his professional blurb as you dont get to where you are today without a journey of many, many dots.
And this was certainly the case with todays guest who after leaving Western Washington University with a BA in Journalism, he started his writing career by covering the New York Yankees for the 2007 season, before releasing three of his own books.
So words were his passion, and fusing that with his love in seeing his clients dreams come true with his ghost writing prowess and he is a man loving life.
So even if someone is a great writer, could they still benefit from the skills of a ghostwriter?
And where do people go wrong – not having the killer idea, or overwriting and actually killing that killer idea?
Well let’s find out as we bring onto the show to start joining up dots with the one and only Caleb Breakey
During the show we discussed such weighty topics with Caleb Breakey such as:
Caleb shares the story of how he became an overnight success in ghostwriting, which actually took ten years of hard toil and stress. Similar story to most entrepreneurs.
We discuss how so many people want to target the microwave community that want success within a few weeks, knowing that they instead of the years that success is built on.
Why now is the best time ever to launch a book, because obscurity is not an issue. Totally different ballgame from just a few years ago.
Why we both believe that the best way to create a product or sales funnel is by choosing two people that are rocking and rolling and then deconstructing the breadcrumbs that they have left for us. Clarity and focus is the key to success.
How To Connect With Caleb Breakey
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Audio Transcription Of Caleb Breakey Interview
When we’re young, we have an amazing positive outlook about how great life is going to be. But somewhere along the line we forget to dream and end up settling. join up dots features amazing people who refuse to give up and chose to go after their dreams. This is your blueprint for greatness. So here’s your host live from the back of his garden in the UK David Ralph
David Ralph [0:25]
Yes. Hello there. Good morning, everybody. Good morning, and welcome to join up dots. Could you be anywhere better than today, here with me in your ears without guests in the is sharing our motivational content? Of course you can. So let’s get him on the show as soon as possible because he’s a man. As I said to him, just before we press record, he sounds born ready. And he’s also a man with a skill that most people could use, even if they think that they don’t need it. He’s a CEO of a premier ghostwriting agency speaking to book and he’s an expert at establishing a person as a thought leader by turning their ideas into a book using less bang, go and try and guess try and guess what, 24 hours of their time? Yes, just that day, he uses publishing ghost writing a new generation marketing industries in a powerful and personal way. And as earned half a million he becomes more attracted by the minute through his book funnel methods and aims to double triple his clients revenue. He’s a published author and an Amazon number one bestseller winner of the prestigious Genesis content for fiction writers. A graduate of the CW geez highest level. He’s a teacher at conferences across the nation, a former award winning journalist of numerous style athletes and musicians, including Derek Jetta, and Roger Clemens. But this of course, is his professional blurb as you don’t get to where you are today without a journey of many, many dots. And this was certainly the case with today’s guest who after leaving Western Washington, Washington University with a BA in journalism, he started his writing career by covering the New York Yankees for the 2007 season, before releasing three of his own books. So words where he’s passion and fusing that with his love, in seeing his clients dreams come true with his ghost writing prowess, and he’s a man loving life. So even if someone is a great writer, could they still benefit from the skills of a ghost writer and where do people go wrong? Not having the killer idea or over writing and actually killing back killer idea. That’s pretty good. Well, that’s why now as we bring on to the show, to start joining up dots with the one and only Caleb breaky.
Caleb Breakey [2:28]
Thank you so much robbery David that introduction was something that I just have you kind of like be my wake up alarm and kind of just kind of go over stuff like that and motivate me for the day because that was awesome.
David Ralph [2:39]
We don’t need to give you sort of a bed bath. Would I need to bring cups of tea to you? Is there anything additional that you want from me? Or is it just to wake you up? You know,
Caleb Breakey [2:48]
I’m a sucker for the world grey in the morning. So baby some girl girl,
David Ralph [2:52]
I will go back up. I’m not going any further sir. I’m a married man. This is gonna be one of your grooming techniques to get me where you want. You are somebody that it’s quite obvious. You’re kind of loving life you enjoying what you do? You look incredibly useful in over photos. I thought I just got good photos of you. Because in the entrepreneurial world, we age, we age Caleb, but you don’t seem to you seem to have got the high school jeans.
Caleb Breakey [3:21]
Well, I’m 31 right now. And, you know, the entrepreneurial journey has been going on for Oh, you know, 10 years or so just so many dots going through my mind right now on the on the entire journey. But, you know, still still have a ways ago, but absolutely loving the ride. And it’s really been fantastic.
David Ralph [3:41]
And what has been fantastic about it, let’s start with a big positive before we take you into the despair. But most people on their journey.
Caleb Breakey [3:49]
Yeah, I mean, it’s just, it’s going for something new. You know, when I was a journalist, after a couple of years, I realized, you know, I was kind of seeing the same stories doing the same thing. And, you know, I just felt this inner calling to, to challenge myself. And, you know, when we get into the segment about you know, talking to my younger self, you know, a lot of things that I think back on, I just see the, the lack of confidence to to actually go and try and do something kind of waiting for permission. And, you know, to take up that challenge over the past several years, even though is crazy at the time. And, and, you know, friends were gawking, you know, turning their head and go, what are you doing? You know, 10 years later, I couldn’t I wouldn’t trade anything of it. I always told my wife, you know, we’re going to trade 10 years for the rest of our lives. And but the thing was, even in those 10 years, we didn’t trade them because they it’s because it’s just been the absolute thrill of our lifetime.
David Ralph [4:41]
So So when you look back on it, are you a 10? year overnight success? Oh, your friends turning around guy. Caleb Yeah, we always knew you’d be doing this. We always supported you. You know,
Caleb Breakey [4:53]
it’s funny. I think more more often than not, my friends are that you? They’re awesome. There’s like, yeah, we just didn’t think it was gonna happen. But hey, you did it, you know, way to go. That’s awesome. And I absolutely love them. But you’re right. 10 year overnight success. And and I wouldn’t even call it that, you know, there’s a lot of things on the resume. But I mean, I’m just getting started. And it’s it’s laying a foundation. And at the end of the day, you know, the second you think you’ve arrived, is the day usually get, get, you know, big old humble pill. So, you know, it’s just, it’s just keep moving forward and looking to help those up, who are who are behind you, you know, climb up the mountain behind you.
David Ralph [5:35]
I had a guy on the show the other day, Caleb Breakey and he said something which I’ve never heard anyone say. And we all talk about laying the foundations, Every business has have solid foundations, and we all go Yeah, okay, I accept that. And then you build up foundations before you go up. And he was the first guy that ever said, you realize the first two years is just you going downwards, you’ve got to dig a big hole before the foundations are leaving set. So when you look back on your journey, how much of it was about digging a hole and actually feeling like you were going backwards before you started to lay the foundations and move forward?
Caleb Breakey [6:12]
Plenty of it, my goodness, plenty of it, you know, they say success. You know, it’s it doesn’t look like a straight line. It’s, it’s all these windy roads. And I mean, you know, I started out just by getting into writing, you know, it took me seven years to publish nonfiction 10 years to publish fiction, in the traditional route. And along the ways, that’s where everything was built from, you know, Ghost writing, and helping others create their books and getting into the hybrid publishing game, you know, kind of figuring out Hey, how to merge different industries together to make them more powerful. And I mean, the, the digging happened and the, you know, I had to, I had to find out what works and what didn’t, and I had to lay a foundation of, you know, here, here’s a good example, I stopped writing for four years and writing I love it, you know, it’s, it’s, it’s what I do, I stopped writing for four years, so I could learn how to market over the internet, you know, internet marketing, because I realized that that was a foundation that I needed. You know, if I was going to get my business off the ground, I either needed to hire someone or learn it myself. And I took it the learning myself method, because I didn’t have the money to do any hiring at the time. And so I basically put, you know, my, my, my main passion on hold, so that I could build that foundation. And I mean, that was four years worth it. I’m sure there’s quicker ways to do it. But, you know, that’s what I did.
David Ralph [7:34]
Yeah, but you save that as quicker ways of doing it, but it’s always the case, you know, I I’ve created join up dots. And it’s, it’s a bloody great show. Now, he’s really gone off like a rocket recently. And I look back on it. And I think all we’re coming up to four years next April, God, I could have done it quicker. I know, I could have done it quicker. But of course, at the time, you couldn’t because everything is everything is blind alleys, and backtracking and stuff is only once you come in on the other side with the experience and understand how it works. You think I could have done this much, much quicker, but you just can’t cam you?
Caleb Breakey [8:07]
Oh, that’s so true. I you know, you can’t, you can’t go back and teach experience, you know, experience, you have to go through it to learn. And, you know, I mean, this is this is happening every day, you know, we’ve been in business now for three years. And for the very first time, we missed some deadlines this past month, and it was heartbreaking to me. Because that’s, you know, with a journalistic background, that is, that’s what I’m all about, and I take them very seriously. And what we found is that, you know, sometimes going the slower route, you know, this, this idea of just having to get there, get there get there, go the slow route really helps. Because you know, even right now, me and my team, we’re going okay, what, what went wrong? How can we get better? How can we make better processes make this more efficient, serve our clients better. And you know, if you if you do arrive just overnight, most likely, you’re you’re going to get knocked back down, because that experience is such a great building block for the future. And and, you know, just learn how to do things better, you know, you kind of learn more from, you know, taking, taking a shot to the head, you know, you learn how to put up that block, you know, more so than than if you would have just become the champion right away. And so, yeah, I completely am right along with that experience is a great teacher.
David Ralph [9:26]
We had somebody on the show just before you who is a tech startup, and he created a scheduling, acuity scheduling, if anybody wants to use that go over to acuity scheduling. And he was saying that it took him literally six years of working as a side hustle before he got to a point that should I do this full time? Should I stay with my job? I like my job any way should I do that? And I said to him the same question really, could you have gone back and done it quicker. And he said, I wouldn’t have wanted to, for all those reasons that he said, allowed me to grow the customer. It allowed me to grow the customer service, the growly issues, the email handling everything at a pace that was right for the amount of customers that was coming through, and I could deal with them on a one to one basis, I could see the issues I was at the ground level. And I do think that’s the problem that so many people have nowadays, where they are on the internet, they’re looking around and seeing, especially on Facebook, I’m a big anti Facebook person. And one of the things I hate about Facebook is it’s all about, you know, advertisements come over to me and I will show you how to do this in three weeks and four weeks and five weeks, I want somebody to advertise and go look, there’s a take you for years. But at the end of it, you will have a business, I will show you the steps in four years. But nobody does that. And I think that is the problem is taken me four years to do it is taking you four years to do it. All of us had this learning part where the first year is hustling like a madman getting nowhere. The second year was kind of thinking hang on one, I made a terrible mistake here, I might as well just got a job, it was damn sight easier. And then the third year, you start to unravel the kind of mess that you’ve made in the first two years. And the fourth year is where it starts to really come together. I think that is how it should be done. Learn a business in four years, but do you think people will go with it? Caleb? You know,
Caleb Breakey [11:18]
it’s it’s one of those things where Yeah, you can get the sense for the way that people market on Facebook, you know, they’re they’re tapping into, I mean, we are a microwave society, we want it, we want it now. And I think that a lot of these guys who are you know, kind of saying, hey, three weeks, four weeks, five weeks, who are teaching this, they’re they’re trying to jump on that, that wagon, and I’m sure there are certain, you know, hacks to kind of get you to your first dollar faster. But you’re you’re so right. The years needed the experience, growth is just so much more important. And, you know, if you try and jump ahead too fast at the minute, it’s just like those movies where, you know, you watch where someone gets the opportunity to kind of grow up, you know, really fast. And those movies always gotten harder, right? Because they wish that they could just go back and actually live it and go through those hard times that they were, you know, just longing to get out of, you know, you know, being being at the beginning has such wonderful effects, you know, you you have animated e on your side, you know, people people don’t know exactly what you’re doing. And it’s a great time to get stuff done. You know, now, I’m just struggling to, you know, to delegate and to figure out how I can get my time back because, you know, there’s there’s more that’s been built. And so even though some people think I wish I had that it is a sweet time right now where you can really focus and and get your you get get something going and not have all the distractions and the residue that comes with from, you know, dozens of emails a day and this and that,
David Ralph [12:51]
when you look at your business now Ben was thinking that you’ve got to delegate, you’ve got to separate yourself, have you is a baby in certain ways, but have you created a monster that you are unraveling, could you have gone back and not grown it quicker, but done things in a slightly different way that would lead you closer to the door we’ve experienced, you know,
Caleb Breakey [13:13]
I’ve over the past let’s let’s put this way we were profitable, our you know, our very first year, and I realized pretty quickly, I needed to start duplicating myself. And really, it took me an entire year before I got to the point where I got my my time back to where I could focus on growing the business, you know, working on the business instead of in the business. And I found that that cycle has continued where again, the growth continued where I delegated a lot off, but then as the business you know, continue to grow and things that I thought oh, that’s only going to take me 15 minutes a day, all of a sudden, you know, kept expanding kept expanding it. So I’m going through that cycle again, of learning how to delegate let go. And kind of be that that mad scientist figuring out okay, what pieces need to be on place, and to make this great. And, and, you know, I was, you know, up before the show today, going over with my lead editor, you know, we’re working our process every single day, and we’re three years into it. And there there always seems to be room for growth and and whether that be taking something off someone’s plate, you know, my whole thing is we want to have fun at what we do do a great job and do it without this huge load of stress on our shoulders. I don’t want anyone who works for me to ever feel that. And so we’re that’s what we’re working toward every day.
David Ralph [14:32]
Let’s talk about your business fame. Because you’ve got the ghost writing the premier, let’s say the premier ghostwriting agency, speak it to book. And when I was doing research on you, the thing that jumped out on me in which why I sort of really emphasized it in the introduction was you can turn ideas into a book in less than 24 hours of their time. Really, Caleb, is that really possible? I don’t have a book out within 24 hours.
Caleb Breakey [15:00]
It really is possible. So this is how it works. First, we jump on our first call. And that’s just to lay the groundwork, what is the idea about Who is it for? What’s your superpower? You know, what is it that you do best? Say, you know, let’s say it’s podcasting. You’re like, Hey, I know how to do podcasts, I know how to teach someone to build their own podcasting. And so what we do is we build up the table of contents on that call. And then from that point forward, we set up, you know, anywhere from, you know, 510 15 calls, maybe an hour apiece, where we walk through those table of contents, doing just this, except for we go into interview mode, you know, put on the journalistic hat and help you dig out that gold that’s inside of you the things that because you’re so close to it, maybe you don’t see as valuable. And we asked the little details, the other questions, because you know, other people are at the starting ground. And that’s really what we help you help you see, we help get that that gold out, follow, you know, find that gold, follow the strands all the way into the mind, once those are done. So at about 15 hours. Once those interviews are done, we go into our ghost writing process, which includes several steps, which I won’t get into all those details. But then on the back end, we send you your proof. And then we say now take those 10 hours, go over it make comments so that you can you know be our guiding or star to continue the editing process. Because you know, no book is ever going to be like you wrote every word. And so what we want to do is capture voice, get you to your first draft, get your feedback on how to take it the final 10%. And that is how we do it and 24 hours of our clients time, even though on our end, it’s taking us usually a minimum of four months, sometimes eight, sometimes 12.
David Ralph [16:41]
Now I’ve experienced this through interviewing quite a few offers. But I’ve said to me, it’s easy writing a book, but actually getting people to buy the book is the hardest thing. Is this part of your process as well. Do you take it all the way through to the shelves of Amazon?
Caleb Breakey [16:59]
Oh, yeah, definitely. So our whole our whole, you know, one of one of the reasons why we started was we wanted to create a low touch process for people who are already very busy, they’re, they’re too busy living a great life to actually put their life on pause, to write a book, you know, they’re either running a business or doing something else, or maybe writing isn’t their thing, they haven’t put 10,000 hours into writing. So it’s not their craft, it’s not, they’re not a master of it. So they need some help with it just like I would need on coding or something like that. And so what we do, is, we get everything finished ebook, paperback, Amazon, Barnes and Noble ebooks kind of get it ready for distribution so that, you know, someone could buy the book and your sleep. But the real magic happens with books is when we I like to say, use your book as a bridge, not a bank, a lot of people come to me and think if they just write their book will become a best seller. But number one, very crowded market number two, to create a book that that’s going to be that’s going to be really successful, you have to think long term. And most people do not think long term, just like the four years we were talking about. So what we train our authors to do is to use their book as a bridge to what it is that they’re already doing, whether that be their coaching their business of video course, something where they can take their readers further, you know, for instance, I often say listen, one of the sometimes the best thing that you can do is create a very low barrier of entry into a relationship with you, and then give a ton of value. And as a result of that, now, now the readers want to take go to the next step. So it’s this idea of creating your book almost as the front end of a relationship with you. And then from there Come say a video, quote course or a coaching call, or from there you introduce a service or something that you do. So for instance, you know, one of our clients, john Hawkins, we just did a soft launch with him book. And he’s already picked up 30,000 worth of new clients, just from his book, just from people reading his book, finding out who he is what he does, haven’t grown a relationship with Him through reading his book. And so that was that was an incredible story for him. And that’s really where I tried to get people to focus because the reality is becoming a best seller and just living off your writing incredibly difficult. And I would never say someone should expand it that 24 hours of their time. However, if you use your book, to get yourself out there, because here’s the beauty of today and why today is the best time ever to become a writer is because obscurity is no longer an issue. You know, for years, it was you published traditionally, you had about a three month launch window, if your book did not sell it was over because you didn’t have your rights to your book, you couldn’t push it by yourself, really because you couldn’t make the margins work. But today, we have the ability to send your ideal readers potential clients to your book, on a daily basis where they exchange, you know, their information for your book, that relationship begins. And then you kind of have that permission marketing to build this relationship with them to next steps with you. So for us, you know, we have books out there that are number one on Amazon for free. And we know that the people who find those books are in a certain category, they’re the only ones who will be downloading it. Within that book, we offer you know, free giveaways that are tied closely to the book in exchange for information. And from there they find out about our service. And that in the end is our what you know, one of our funnels, to keeping our lines busy and keeping clients comments. So we don’t focus on the $10 sale, we focus on the full service sale of what you know, what’s the full value we can bring? And so that’s what I encourage writers to do. Yes, write the book. But also, what’s that next step for for people in a relationship of you? Can you tie your business to it? Can you tie your coaching to it? You know, whatever it is that you do? How can we make it a longer relationship than just buy the book? And then, you know, next step from there, you know,
David Ralph [21:08]
I don’t know if I’m going to even play these words, because I seem redundant. But I am. It’s all about doing the thing that you love. I think you found it already. Jim Carrey,
Jim Carrey [21:18]
my father could have been a great comedian, but he didn’t believe that that was possible for him. And so he made a conservative choice. Instead, he got a safe job as an accountant. And when I was 12 years old, he was let go from that safe job. And our family had to do whatever we could to survive. I learned many great lessons from my father, not the least of which was that you can fail at what you don’t want. So you might as well take a chance on doing what you love.
David Ralph [21:44]
He was on fire before we listened to those words. So Jim talks about, you might as well go for what you love. You’ve already found it, haven’t you?
Caleb Breakey [21:53]
Oh, man, yes, I really have. I feel like the most blessed man on earth.
I absolutely love the fact that, that my wife and I took the leap years ago, as I was a journalist, and, you know, that is anyone listening man that is super hard. And in it. And I had a wife who was fully on board fully trust me. But man, there was times where, you know, we were living off $600 a month, you know, just scraping by taking a job where we could get free room and board trying to cut costs any way that we could. And she stuck with me the whole way. And we went after what we loved and you know, our values were, you know, we want to work from home, we want to set our own schedule, we want to be there for our kids, we want to, you know, you know, all these things that we saw in the future. And and we decided, you know, you know, that it’s been said that discipline is, you know, choosing what you want most over what you want now. And you you know, sure we want security right now we wanted, you know, money right then and we wanted a house right then. But we knew what we wanted most and and time is is you know, choosing the long game, I believe is just the absolute best thing that that people can do. And more than that, just like that, quote, you said, my goodness, you could fail at things you don’t want to do. Boy, that’s so right. Yeah, just go. If you could offer value, if you could solve a problem that you’re passionate about. It’s worth it to go after it. Because you can fail at these things that you don’t even like, and someone else can dictate your future. But if you could solve a problem, and bring your value to the world, boy go after it.
David Ralph [23:44]
I always wish at moments like this, but I could just get your wife on the call instantly insight was that times that you just wanted to shake him and say, do you know live in the now live in the now this is all dreams? I can’t keep going? Because it is it’s fascinating. When you talk to somebody who says my partner totally supported me. They never ever say to me, my partner totally supported what I was trying to build. It was always my partner supported me. Would that be the case with yourself? Was she more on board with your passion and your enthusiasm? Yes, she was, you know,
Caleb Breakey [24:19]
my wife is a very much live in the moment type person where, you know, we’re huge in the personality tests, I’m always the, you know, live 10 years in advance type person. And she did she, she just was she supported me she, she celebrated in my successes and, and, you know, every day, so long as I got up and we had a coffee date, that was that’s always our main thing and connection point. She was good. And, you know, we feel like we couldn’t have done it on our own. You know, we are very religious people we feel God has had a place and what was going on with us because I feel like I could have screwed it up on multiple occasions. But, you know, she was there and she just, she never lost faith. And boy, when you know, the the the business starts to go, it’s just a sweet It’s just a sweet thing, you know, because look it in hindsight, it’s, it’s easy to forget those times when you’re like, wow, that happened just in the nick of time, or Wow, I really needed that boost, or, you know, wow. And, and but you look back and it’s just man, those are the sweetest times the the joy and the journey. It’s adventure. You know, my wife and I are huge adventure people in terms of like going traveling or skydiving or, you know, all these things that are adrenaline rush. But I mean, this was our adrenaline rush. I mean, we’re going after what we love, you know, in an industry that people say, you know, you have to be the 1% to truly make it. And we went after and just said, Well, why not it us and that was our adrenaline. And that was what that kept us going. It was skydiving,
David Ralph [26:01]
I’ve been what you’ve done, which is so wise, is the fact that you realized that the one thing that you’re very good at needed, complementary skills, the fact that you put your passion for writing on the back burner, to learn internet marketing, that you put something else, you know, you you’ve looked at it as a kind of puzzle that you needed to build to the point where you could then outsource and get people to help you, I see so many people thinking that they can just do the one thing. And I think I knew I was like that I thought that if I created a show that was big enough, all my issues would be solved. And as I proceeded through, I solved all the issues and then found more issues. So I think you were very wise and very pragmatic to be able to do that.
Caleb Breakey [26:45]
Yeah, I mean, it, it’s one of these things where, you know, after working for seven years, and finally getting published traditionally, you know, first got my first big advance check. You know, that book had a lot going for it was coming a timely time for the book. And I knew I knew that you had to be your own best marketer to, to really get a book going and, you know, I go all out on things. And my wife and I, not only did we you know, do real radio shows, and this and that, we drove around a bread truck with about 6000 books in the back of it going to different conferences, giving away books for free, not even selling them, giving them into the hands at different conferences, starting pockets of you know, getting word of mouth going, we put everything into it went about $20,000 in debt, doing so basically spent, you know, most of what we were earning on the book to give back to give it the best push we could, and you know that it wasn’t enough, it still wasn’t enough, we, we got into the you know, the top of 3% or so of all books, you’d be surprised, but about 97% of all books sell 5000 copies or less, and we were up past 10,000 copies sold. And, and I realized at that point, that’s that that was you know, several years into the journey. And I love writing, you know, that’s what we wanted to be as writers. And I realized that, wow, if I can’t market then then my fate my destiny is in someone else’s hands. Because the publisher, you know, after three months, and if it’s not selling, they’re not incentivized to market it. And now they they own most the rights. And so I I’ve kind of handcuff and I remember actually putting together a resume at that point. And I met with a cousin who worked to the local university, I was going to apply to the university to do some work there. I would have hated it would have had to wear a suit and tie and do all these things. That’s just not my not my nature and do fundraisers and different things like that. But I was totally qualified for the job that paid some like 50 grand a year I was I was more money than I’d made at a regular job up until that point pretty much. And, you know, I, my cousin who work there said, Well, you know, what, how much time do you have left? You know, how much time can you keep going after this dream? And I said, Well, I you know, I figure I kind of have two years left, and she shoved my resume back into the manila folder, I brought it in said take the two years don’t don’t give up now. And that’s when I said okay, Kayla, you know how to write your great writer, but it’s time to learn ended up marketing. And, and that’s what I did. And so I do think that’s incredibly valuable, you know, and I learned to enjoy, you know, it isn’t writing, but, you know, it helps grow the business a part of a bigger picture. And, and I encourage people to do that, you know, be great at your one thing. But if you do have to fill the gaps by you learning it, just in the end, you know, in the in the meantime, you know, do it until maybe you can say outsource that or get someone else to help you. Because it’s worth it. And it’s part of the journey as part of the heart just just filling in those gaps that aren’t your specialty. And it took me you know, four years to really get a hold of Internet Marketing. I had
David Ralph [30:08]
a big stumbling block on sales funnels. And I kept hearing this word sales funnels like it was some kind of amazing creation, but that only experts could do. And I paid for a couple of people to build these funnels. And as they were building them in front of me, I was thinking there’s not much to this really, you know, I don’t see why there was some kind of Mystique. So what I started to do Caleb was just go over to the the high achievers, the people that were really rocking and rolling and deconstructing the way that they operated certain things, I would click on their email opt in, I would look at the website that appeared I would jot things down and kind of deconstruct it and then rebuild it in my own format. And I think there was so much clues out there that people don’t actually have to hire, I don’t think people will have to spend four years studying, I don’t think it needs to be frightening. You’ve just got to look for the top guys and deconstruct what they’re doing what you think.
Caleb Breakey [31:08]
Very true. I mean, if you can if you’re great at deconstructing things, and and asking the right questions, I think you can really shave a lot of the journey. I mean, I was taking online classes left and right and there is some conflicting advice and this and that there’s a day when my in my email was so filled with different people whose list I got on it was overwhelming. And then I went okay, why are you trying to do this killed? Why are you trying to look at everyone just look at the top guys just like you’re saying, you know, study them deconstruct what they’re doing, forget the rest and I unsubscribe but tons of emails and and really narrowed it down to maybe three or four people. It started to listen to them and and watch what they did. And I didn’t even do all of their courses. I maybe did one or two here and there. But for the most part, yeah, going through their sales funnels, and asking you what are they doing on the back end, you know, saying, Oh, I see their ads here. So I’m being you know, retargeting, what does that mean? And you know, figure out exactly what they’re doing. Because there really is so much free information out there. And you’d be surprised at how much these people teaching internet marketing give away for free. You know, just on a on a webinar, or what have you that they’re not really teaching you too much more on the back end, they’re giving you a lot of value up front. And so if you could take those clues, and again, ask the right questions, and and deconstruct your right, you don’t have to feel this obligation to spend all these thousands of dollars to take all these classes, when really, you can just get started with the clues and the breadcrumbs that have been left out there for you.
David Ralph [32:48]
So with your breadcrumbs that you followed to where you are today. What people are following you, are you teaching other people to do this? Are you still building your businesses? Who is your absolute ideal avatar of a customer?
Caleb Breakey [33:04]
Yeah, you know, I mean, right now, I’m not doing a ton of teaching, I put together a video series based on Jeff Walker’s Product Launch Formula, not too long ago. So that was a learning experience. But, you know, our ideal customer are really, really those people who have are giving great value to the world in some way, shape, or form. They’re doing something that that they’re, you know, they’re just great. I like to call it their superpower. What’s that one thing that someone would pay you for instantly? What’s that? One of those stories that you have that also tie to it. So really, our ideal client are, you know, coaches, consultants, businessmen and women. You know, those who are passionate about a certain subject, I like to say this, these are kind of my two qualifiers and questions that I asked you one, like what you the thing you want to write about you want to author? Is this something that we could just go out to a coffee shop and just have a great chat just like this, or go to a bar and just talk about, you know what it is that you’re passionate about? And you don’t need any notes? You don’t need anything, it just spills out of you. Because it’s it’s what you do. you’re passionate about it, you know, you could sell it because you It’s what you do, you’ve put the years into, it’s what you’re great at. That’s number one. And number two is I say, you know, is it just a book? Or can you tied to something? Can you make it more than just a book? Because if you see all these top earners out there, they all have books, but what are they doing on the back end, it’s all about the programs they’re selling, and it’s all about their masterminds, and it’s all about their video courses. The book is always the front end. So I want to know if my clients have something that we can build out on the back end, because that’s where sustainability comes from. Now, if you just want to write a book and get it out to a lot of people, yes, that can be done. But it takes a lot of market dollars. And it’s very hard to make it profitable. Because the profit margin on books is fairly small, you know, you get about 70% for ebooks, 35% for paperbacks. That’s it. And that’s not a lot of marketing dollars to play with, to get it out in the world. But if you’re making money on the back end, say $200 you know, so buys your book, or they get it for free and then that links to your video course and X amount of people buy that for $200 and then X amount of those want to become personal clients of yours and an X amount of those go to your conference. And then X amount of those become affiliates. You know, there’s there’s different ways that you could create kind of your personal branded empire of what the value you bring to the world. And and that’s those are the two things that I really look for in our clients does a spill out over you if I tip the cup, is that what’s going to pour out of you just it’s easy for you. And to can we build this into something that’s more than just a book
David Ralph [35:55]
you have blown my mind. Sir, I must admit before you came on, I thought we were we’re just going to be talking about ghostwriting, but we’re not we’re talking about the whole platform, we’re talking about lead generation, we’re talking about actual developing a fully functioning platform, with a book leading the way the book is out there saying I’m an authority take a closer look. But then everything else feeds in and everything else feeds out you you’ve blown my mind on this, you you’re a world apart from what I was expecting.
Caleb Breakey [36:26]
Well, I that makes me happy. Thank you. I mean, yeah, it’s books are, you know, they’re, they’re so much more than just, you know, publish it and hope people buy it, you know, it’s the Swiss Army Knife of marketing, because it is that authority builder, it is that credibility. And it’s your lead generation, it’s your, you could just use it, you know, it’s your blog post, it’s your tweets, it’s your, you know, you can use it I’m not sure if you’ve heard of the Edgar app is another, it’s a great social tool you can use can publish things across, across the board, you can, you know, load that up with with, you know, quotes from your book. And, you know, content is, you know, it’s been said that content is king. And a book is content that you can use in so many different ways.
David Ralph [37:14]
I was interviewing the founder of actor. And she was basically saying that so many people have a blast approach of basically taking other people’s images and stuff. And it wasn’t consistent to the message. And she said she was saying it, cut it out by two thirds, but just have something that is literally saying the same thing over and over again. That is the way that it works. And of course with a book it is you’ve got the theme you’ve got, how to learn how to do something. And within those pages, it all pulls back to the same thing. I think this is genius. So if somebody was sitting here listening to it, which they will be because he is a podcast. How do they sort of connect with you? Did I actually have to start building whole platform? Could they start with this as the starting point? Or do they really have to have a business before they come across?
Caleb Breakey [38:06]
Yeah, so I mean, that here’s, here’s how we work. So first of all, I want to connect with me sometime go to speaking to book.com, you could schedule a call with me, or just send me an email straight from our website, I’d love to get in touch with you answer questions, things like that. We work in a couple of different ways. One, you know, we are you know, if our one thing you know, there’s a book out there called the one thing we like to focus on, of course, is the content is that getting that book, right, we also do offer marketing services. We’re still developing it wondering how we want to do it in the future, because we’re also connected to some of the greatest internet marketers in the world. And we’re looking to develop relationships with them to where maybe they do the marketing side for us. But that said, that’s another part of what we do, where we use the tactics that we’ve used to build our company, you know, so our funnels basically all come back to people scheduling the call with us, because we know that writing a book and ghostwriting, it’s not something that you just go to a checkout page for, you know, you really need to talk to someone, understand if it’s a good fit, you know, if you have the idea, if you, you know, because there’s people out there who have something to say, and there’s people out there who want to write a book. And there’s a big difference between the two. And and Neil Gaiman said, there’s a lot of great writers out there with nothing to say. And his point wasn’t to be, you know, mean about it, his point. And how he finished that off was he said, you know, go get your heart broken, go start a business go fail at something, because that’s where that learning and experience come from that really make great story. Because you want to get to the point where again, you can go into that coffee shop, and we can just talk about that thing that you do. And it just pours out of you. And I can answer and I can ask follow up question after follow up question. And you’re not left dumbfounded because again, it’s just going to pour out of your authentic Lee,
David Ralph [40:01]
when you look back on everything you’ve done? Does it? Does it blow your mind? Or do you just kind of go Yeah, I’ve worked. I’ve worked harder. This is exactly where it should be? Do you have those moments? When you look back and you think, Wow, wow, I’ve done
Caleb Breakey [40:16]
this myself. I mean, pretty much every day. And I
yeah, I’m really quite speechless about it. And and frankly, I, I don’t look at it as I did it. You know, my wife had to support me, I truly think that God had to lift me up. When I could have just screwed things up. I feel like there’s far too many things that were beyond my control. That helped me from from failing, I feel like, you know, and that kind of goes back into, you know, when we can get into the segment of talking to my younger self. It’s it’s that, you know, I just, I just didn’t I could do anything in life. You know, after school, I just thought I was kind of dumb. I thought that, you know, what should I do? Well, writings, the only thing that I seem not horrible at, so I might as well go after that. And so yeah, my mind is blown every day, I never want to lose that thankful this and that appreciation of being where I’m at, I never want to lose the, the the edge to keep getting better, because I never want to take for granted the hard work and sweat that it’s taken to get here. And I never want to take for granted that, you know, it’s definitely not time to let up either. So those moments come every day. But I’m very, very proud of it. But I would definitely stop say of saying that I did it myself because I just couldn’t have done it without so many people and encouragement and friends. And you know, people have pushed me along the way.
David Ralph [41:53]
Oh, good on you. So good on you, we all need that support surrounding us. Now I had these words right from the very beginning supported me even before we launched join up dots became the theme of join up does, and I listened to him every day, Steve Jobs.
Steve Jobs [42:07]
Of course, it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards 10 years later. Again, you can’t connect the dots looking forward, you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something, your gut, destiny, life, karma, whatever. Because believing that the dots will connect down the road will give you the confidence to follow your heart, even when it leaves you off the well worn path. And that will make all the difference.
David Ralph [42:42]
there as a writer, do you wish you’d written those words yourself?
Caleb Breakey [42:47]
Yes, those are just fantastic words of wisdom.
It’s so true. You know, they say hindsight is 2020. And, you know, everyone, everyone kind of armchairs their, their way when it comes to looking at the past. And it’s because that truly is, it’s the only way that you can connect the dots, no one can look into the future. And I mean, I look back now and truly the things that I wanted to really know, my goal is to make a living as a writer and I never really specified is that my own writing is that someone else’s writing. And I feel like that is exactly where I got to, even though it wasn’t in the way that I had planned. But looking back and connecting the dots. I needed to learn internet marketing, I needed to, you know, learn how to build my business, I needed to learn how to find the people who would fill in the gaps that were I was not strong at and there’s just no way to, to connect those dots for it. I love that. I do wish I would have written those.
David Ralph [43:56]
And do you have a big don’t we ask this Caleb Breakey to the literally everyone? Do you ever be doc that you look back and go? That was it? That was it? That was the moment it became clear to me?
Caleb Breakey [44:04]
Well, I mean, I do remember the day that that I finally took a leap. And it was it was frankly, pretty crazy. I was working as a journalist, and you know, I was I was you know, like I said, I’m a praying man. I was I was asking God for guidance. Yeah, what do I do? And, you know, here comes I just got this feeling in my my my heart that I was going to be stepping away journal and doing something else around mid March of the following year. And that February, I get a call from a buddy who hadn’t talked with in about a year and he goes, Hey, listen, Caleb, I got this job that I work at that, you know, it keeps your costs low. And you’d have more, you know, opportunities to write. And I know that’s something that that you really value, am I he says are you interested? Michael? Yeah, I’m interested. So when’s the job open? And he said mid March. And Mike. Oh, that’s, that’s coincidence. That’s crazy. And anyway, what I did was I went and I applied for the job. And, and again, it was going to be one of these ones that’s going to open up more time to write. And when I got done with the interview, I didn’t, they didn’t give it to me right away. And I went back to my wife, and I said, my goodness, like I, for whatever reason, I feel like, I feel like we’re going to get this but you know best to make sure that we get it before I quit my other job. And at this time, I was going through something with my my dad, my father, who wasn’t really on board with, with my writing at the time, and I really struggled with it. I wanted him to believe that I could make a career out of it. I wanted his affirmation, and I just couldn’t get it. He didn’t see it. He didn’t think that, you know that my writing was conducive to that. And then I thought I just connected it to what I would consider my my spirit father’s basically showing me Hey, this, this job is yours for the taking. I’m putting it there for you. Don’t wait. You know, just as my my dad wanted to see money, kind of that was his thing. You know, where’s the money at Caleb? You know, so I went to that job. And I’m thinking, well, if you just give me the job, then I’ll take this leap. And so actually I went, Okay, I’m we’re just doing this. And I actually put in my two weeks notice before, I found out that we had that job. And sure enough, a few days later, I got the job. But I had already put in my two weeks notice at my old job. And that was that was just this, whatever type of moment you want to call it just dumb faith, dumb luck, or pure faith. That was the turning point for me, because I finally just believed that it was time to go and and that was the moment that everything started where I finally I finally took a step to what my heart had been, you know, beating with, and it was just, you know, I’m not the type of person to take a leap into the dark. And you know, I want to see the end of the tunnel before I walk into it. Or I want to see the top of the stair step before I take another step. And that was really the first time in my life that I ever did something truly kind of foolish, you know, taking you know, quitting my job before I had another job. But it unlocked a part of me deep inside me. One of my good friends who’s gone from selling phone books to being a 10 figure earner or eight figure earner, I’m sorry. He said that desperation brings out the entrepreneur and the best in us because we’re we’re forced to go after that thing that we that, you know, will will fight you know, basically, we can’t rely on other people anymore. And that’s kind of what I did. I was desperate to to move forward. Now there was no, if you’ve heard that story about burning bridges, you know, with the commander lands on shore is burns all of his bridges so that him and his men cannot return, they either win, or they die. And that was me burning my bridges.
David Ralph [48:05]
That is a brilliant story. That is a brilliant story and leads us perfectly to the end of the show. Well, this is the part of the show that we called a sermon on the mic, when we’re going to send you back in time to have a one on one with your younger self. And if you could go back in time and speak to the young Caleb, what age would you choose? And what advice would you give? Well, we’re gonna find out because I’m gonna play the theme. And when it fades, Europe, this is the Sermon on the mic
Unknown Speaker [48:37]
with the best of the show.
Caleb Breakey [48:52]
Alright, so Caleb Breakey, you are probably 14 years old or so. And you are, believe it or not, whether you believe it or not, you are a very insecure, unconfident person, maybe I don’t need to tell you that. You’re just about to start chasing the girl, you’ll end up marrying, that’s going to be a nice long road for you Good luck getting past the dad on that one. But you’re going to make it through. Here’s the thing. You don’t think you have a lot of talent, you have always been afraid of what others think of you, you’ve always felt like you belong in the back of the classroom, afraid to be called on by teachers, terrified of looking foolish and dumb, whether it be your lack of spelling ability, or your C, C, C level grades and classes. You you feel less than others. And going off to college, your first reaction is going to be think out of the negative, you know what, what’s something that you just don’t suck at? You know, that’s your question that you’re going into college with. And I want to tell you now that not only do you have the ability to do so much more than what you ever thought possible, you’re, you’re actually going to, to earn more and to create more value in the world than you ever thought possible. And I want to tell you right now to start believing in your ability to to start giving yourself permission. Here’s the thing, don’t listen, don’t wait for someone else to tell you what to do. You are a great writer, you do have your flaws. But one thing you’re great at is you can recognize where you do have flaws in your great puzzle or you’re a great puzzle piece. fixer. And the other thing is you’re you’re great at building teams, and you need to use that to your advantage. Use your writing skills, use your investigative skills, your your wonderful asking questions and being empathetic. You You have journalistic skills that will take you far. But use those skills to recognize your weaknesses, use those skills to build a team around you so that you’re not only just a writer, but you can build an entire business. And that’s really what is going to stop us you’re going to think you don’t have the numbers mind or you don’t have the marketing mind. You don’t have this to build a business. But I’m telling you that building your business right now being that choosing an entrepreneurial path, it being unlike your dad and father, or your dad and brothers who who do the you know, on the family business, you know, buy and sell cars and stuff like that, you’re going to be the one that falls far from the tree. And you’re going to be an amazing success. But you have to follow this advice. Because if you don’t, you’re going to regret it for the rest your life because a few years into writing, even going to be a great job as a journalist, you’re not going to be fulfilled because you have so much more potential than you ever thought you you ever had. And you need to realize that you need to listen to this. So that is my advice to the 14 year old Caleb Breakey,
David Ralph [52:13]
how can our audience connect with you, sir?
Caleb Breakey [52:16]
So they can connect with me just headed over to speak it to book.com. And we have a link there where they could schedule a call, or they could just email me and all those emails me You just go to the contact page. All those are going to get to me I’ll answer back to everyone. And what if someone emails me, what I’ll do is I’ll send them a link to the video series I’ve put together which really walks through what speaking the book is all about, you know how we operate if they’re interested in the process, or if they just have writing publishing editing questions, I’d love to answer those. So you know, hit hit us up at the contact button there as Speaker to book calm, I love to be of help. This has been a such an awesome show, I really look forward to connecting with any listeners who want to connect further.
David Ralph [53:04]
And I thank you so much for spending time with us today, joining up those dots. And please come back again, when you got more dots to join up. Because I do believe that by joining up the dots and connecting our past is the best way to build our futures. Caleb Breakey, thank you so much,
Caleb Breakey [53:20]
David it’s been an absolute pleasure. Thank you for being such a great host. This is a wonderful show, wonderful platform. Thank you for what you do.
David Ralph [53:30]
Have you thought about having a book out but you think you haven’t gotten the time 24 hours, that’s all it takes. And believe me that, that that was a structure that blew me away, you provide the value value at the front end, but leads into the back end, you’re not looking to sell books, just to sell books, you’re using it as a an ultimate authority builder and lead magnet. I think that is a great businesses building. And it’s really got my brain going in many different directions. Hopefully all the shows we release will inspire you to think in a different way and see that it’s possible it doesn’t matter how you want to do it, which way you want to do it and who you want to do it with. If you’ve got the focus and you’ve got the passion, you can make it happen. Thank you so much as always for listening to join up that
David doesn’t want you to become a faded version of the brilliant self you are wants to become. So he’s put together an amazing guide for you called the eight pieces of advice that every successful entrepreneur practices, including the two that changed his life. Head over to join up.com to download this amazing guide for free and we’ll see you tomorrow on join up dots.