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This is going to be the single-handed most important video you ever see about book marketing. And I'm not going to just talk theory. I'm not about that. This actual real experience that I personally had in selling over 140,000 books so far and growing. I know I'm going to sell over a million books because I'm not going to stop until I do. But this is the last couple years of compounded experience, mistakes, failures, lessons, victories, and everything I wish somebody had shared with me when I was launching my first book, my fifth book. It doesn't matter where you're at even if you're just writing a book or thinking of publishing a book. You have to understand these four principles of marketing. So please watch until the end, promise me you'll actually execute on these because this is what I wish someone had told me from the beginning. Number one, you need to understand that no matter how niche your book is, I've seen so many people say, my book is the most niche sci-fi thriller, which is awesome. But I want you to understand no matter how niche it is or how non-niche it is. You need a winning keyword. What is a winning keyword? In simple terms, the simplest way I could describe it is there is demand for that keyword. People are searching it on Amazon. I'm going to use Amazon as my main North Star example here. People are searching for that keyword. And there's not an oversaturation on the market of books in that keyword. I like to use Katie Spy to identify this and I also like to use BookBeam. There's two great softwares if you can get both. I highly recommend that because you must have a winning keyword in order to have a successful book launch. And anything really pro tip, anything under 30,000 BSR or 10,000 BSR, you have a very attractive keyword. That's the first piece. But you need the rest to make it extra attractive. Number two, I wish I learned this from the beginning. Reviews have always been important and that's always been articulated to me in all the courses that I've taken. But what wasn't articulated and what I'm going to share with you right now, three coming on four years of experience here, you need to define a review to beat metric. Let me explain. Let's say you found your winning keyword, right? You found your winning keyword. You need to identify based off of the winning keyword and the other books in that keyword space, what is the review to beat? Let's say, for example, your winning keyword is purses. I'm just coming up with random things. How to create a purse, all right? That's what the book's about. If the number one best seller in that how to beat, how to create a purse, has a thousand reviews. Well, that's a lot of reviews for you to beat, all right? So maybe you need to find a better keyword. Hopefully you get where I'm coming from. But if in that keyword, how to create a purse, the number one best seller has 50 reviews, you can beat that. You can totally beat that. So hopefully that makes sense. You need to define a review to beat metric because that means that you need to compete. Once you hit that review, that the same number of reviews that that book has, you are going to compete with them. All right. Let's talk about the last two because you can get one and two right. But if you don't get the next two, you're going to be missing and leaving money on the table, leaving opportunity on the table. Okay. The third piece, I like to call it PPD. You the first two first two things we talked about were traffic, right? You need to figure out how you're going to drive traffic and how the traffic is going to be competitive in that winning keyword space and the review to beat space. But you need to also understand your book needs to be good, right? There needs to be, there's conversion piece. There's always two things you're solving for in my experience, conversion and traffic. Conversion means I like to break down to three categories. I call it PPD. The first piece is pain. What does your book solve and help someone move away from the pain that they are experiencing? The next P is pleasure. What book, what does your book move, how does your book move someone closer to their pleasure and the D is dream transformation or dream identity? How does your book help them come from, how does your book help them go from A to Z and the dream identity they want to achieve? The last piece is, and this is my favorite one, right? You need at least those three to really compete. But if you can get this fourth cherry on top, I sing on the cake. If you can find a blue ocean, meaning you found a winning keyword, you know your PPD, you found your review metric to beat. But if you can find a way to change the mechanism of how most Most of the books in that space were being perceived, you have found a blue ocean opportunity.