Today on the Listing Agent Lifestyle podcast I'm coming to you today from Phoenix, Arizona. I'm just about to go into a meeting where we’ll be sharing some cool stuff and I wanted to record this intro for you because we just did a podcast with our good friend David Bach.
David’s written several New York Times bestselling books. He's been on Oprah, he's the author of The Automatic Millionaire, and he has a new book coming out called The Latte Factor.
We spend a lot of time on the Listing Agent Lifestyle podcast talking about the business element’s of Getting Listings, Multiplying Your Listings, Getting Referrals, Converting Leads, and Finding Buyers. Well, this is an important part of the lifestyle elements too… Abundant Time, Daily Joy and particularly, Financial Peace.
I'm excited to bring this to you. We recorded it on our I Love Marketing podcast with Joe Polish, and as soon as we finished the interview, I thought, you know what? I need to bring this to our Listing Agent Lifestyle people.
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Transcript: Listing Agent Lifestyle Ep071
Dean: Hey everybody, it's Dean Jackson.
Joe: It's Joe polish and we have got a very special guest, who's a good friend of ours, a guy by the name of David Bach. How are you doing David?
David: First of all, how can I not be good? I'm here back with two of you guys, so thank you-
Joe: Wow.
David: … so much for being willing to do the podcast and that's going to be with you.
Joe: Let me just give everyone David's bios. I’ve got a few notes here, they're kind of scattered around. I'll do my best to kind of improv and read a little bit just to piece it all together. We've got our buddy David Bach here. He's a nine time New York Times bestselling author, so New York Times Best Sellers.
David: Nine times.
Joe: Nine times and so, David you're considered one of the leading financial experts in America. You are a co-founder of one of the fastest-growing RIAs in America, AE Wealth Management, which has over I believe six billion in assets on its platform right now. David, we've known each other for over two decades and I interviewed you many, many years before when you launched The Automatic Millionaire, which is a great book. Now, what we're going to talk about today and the reason we're doing this is this is your 13th book and you've got seven million books out, translated into 19 different languages. This book, which we'll mention in a moment is totally different than anything you've written before and the feedback is truly off the charts. Even before we started recording this podcast, both Dean and I were talking about the book because both of us have read it. I've even given a what I think is a, I'll read my testimonial actually.
I wrote to you, “In less than an hour, The Latte Factor can help you take control of your money and your life. The book is called Latte Factor. Whether you're just starting out in business or an employee and mid-career or in debt or you just want to live the life you've always dreamed of, The Latte Factor can help you gain financial success of freedom and security.”
That's the testimonial that I gave you from the book, but there's also some other ones. Let me share a couple quotes said, “This 2019 book will completely transform your relationship with money and happiness.” Our buddy Tony Robbins said, “David Bach is the one expert to turn to when you're intimidated by your finances. His powerful and easy to use program will show you how to spend, save and invest your money to afford your dreams.” Vicki Robin, who's considered to be the Millennial whisperer said, “Sometimes a story is worth a 10,000 pieces of unheeded advice. Let this lovely tale, laced with practical wisdom inspire you to make a few elegantly simple changes without budgeting to build the wealth you need for a life you love.” There's dozens and dozens of these. You've gotten all kinds of like really respected people that have read the book and have given feedback. Are you surprised by all the early feedback on this or what are your thoughts on it?
Joe: It's funny I just told somebody this story and my wife just walked by me a second ago. I didn't let her read the book until it was completely finished. She's my most critical audience. I gave her the book and when she was done reading it, she had tears in her eyes. I was like, “Oh that's a good sign.” Then, I sent, believe or not, the next two people got to see was my mom and my dad. My parents have read every single book obviously I’ve ever written. They both called me on a landline together and they were like, “This is the best book you've ever written.” That alone made me go like, “Okay, the work is work because the people I love the most, it's had an impact on them.” Now, as the book is going out into the world and it's one thing to send it to your friends, like you're a friend of mine and so, you read it, but then you were immediately blown away by it. I think that's the coolest thing ever.
Then, as I'm sending it out to readers and the feedback is starting to hit because we've got 700 people. A week ago, we started basically our bestseller campaign. Part of the bestseller campaign, the most important part of it is getting your tribe involved. We created this insider VIP launch campaign. I was just telling you before we started that I've got 720 people from my email list from my community that have signed up, bought a book and they're now a part of our insider group.
They're giving the first look at the book before the book comes out. There's a Facebook page, we got a community page on Facebook. The comments that have been posted in the last three days since they got to read the book early are just unbelievable. That's giving me like so much confidence. I'm just so excited to see that the book is touching people the way I wanted it to because I had a really big dream with this little book, which I've been wanting to write this book Joe for 14 years, ever since I was on Oprah with The Automatic Millionaire. I kept bringing this book to my publishers, the idea of this book and they kept passing. They didn't want me to do … This is a parable, they didn't want a little story book. I love books that are story books, like my life was moved by reading simple books like Who Moved My Cheese. That's a book that sold 28 million copies. I'm like, “Why hasn’t anybody written a financial book that's like that?” My book was moved by The Alchemist by Paulo Coelho.
I had this dream to write this little book that people who wouldn't normally read a financial book that's who I wanted to your reach. I want to reach with this book like next generation, like Millennials. There are 77 million of them. I want to be able to be a force of good to help younger people start saving and investing. I had this dream like, “Well, what if I write this little book that’s translated all over the world?” The first person I really told in a really big way, believe it or not you guys was Paulo Coelho. I went to Geneva and had dinner with Paulo and had lots and lots of wine and sit with our buddy Brendon Burchard. About three in the morning, Paulo turned to me and he said, “Well David, what is the book that your heart, your soul wants to write that you have not written yet?” Like only Paulo could say that that way-
Joe: Wow.
David: … that your soul wants to write. I was like, “Oh Paulo, this is what it is.” I started telling it to him, basically laying out what The Latte Factor is. He looked at me, then he said, “David, you must write that book.” I came home from Geneva and I said to my wife … “How was seeing Paulo?” I'm like, “Oh my God, it's most amazing experience of my life.” I said, “I told him about The Latte Factor.” She goes, “What did he say?” He told me I should write the book. She's like, “Well, I've been telling you should read that book for 10 years, why don’t you go write that book?”
Dean: All of a sudden now Paulo said it and there you go, your new book.
David: Now, I actually dedicated the book to Paulo. I'm hoping it's going to get put in front of him from his assistant Monica, but I'm super excited that we put this into the world and will see what happens. I think it's going to be a little book that will really transform people's lives because it's a story and it's simple to get through and you can read it an hour.
Dean: Well, I can tell you that it's magical. I mean there's the essence of it is that the story is effortless to read. You cannot not continue reading it. You keep going and you've packed it with such wisdom that it's like getting in in the form of this really effortless story to read. I can't wait till we're done. I’ve got like 40 pages left to go and I just can't wait to finish it up.
Joe: Since I Love Marketing really has a lot of people that want to learn how to better market stuff, you have learned a tremendous amount. I mean very few people have had as many best-selling books as you have or sold seven million books or been on Oprah multiple times and tons of media and all this stuff, which is all about you going out and telling the story. They call them best-selling books because you actually sell them. There's a lot of really well-written because, but they don't have the best written award, they're the bestseller. In this particular case, I consider this a really great book, really well-written. Even before this, I have a PDF version of your book that you sent me of course a while back. I sent you all of my notes and all the highlights and everything throughout it. Before we dig into the book, I want to talk about the marketing of the book because you're arguably one of the best marketers we've ever seen in the financial space, non-fiction for that matter. You've got 11 national bestsellers, nine consecutive New York Times Best Sellers.
A lot of people listening to this would love to know like how does one do that. I mean there's no single answer to it, but I'd love to speak to that before we kind of get into the book.
David: Yeah, well, I mean I would love to. One thing I would say to marketers is actually goes through the funnel, go to thelattefactor.com. That website, like all I can tell you is that like thousands of hours of knowledge have gone in this website, but hundreds of hours of actual work went into this website. This website is the beginning of our funnel. As a marketer, there's always a beginning stage. In the beginning stages, it's all about activating your tribe. We have like a 22-point marketing plan. It's even longer than that but like in the beginning stage of the marketing plan, the key is to activate your tribe. That's a Seth Godin phrase, like your core fans, you got to activate them because I'm trying to do more than have a best-selling book. I write books to make impact millions of people.
My purpose with this book, super crystal clear, I want to have a massive influence over 77 million Millennials and inspire millions of Millennials, who may not have hope right now to realize that they are richer than they think that they're stronger than they know and that their dreams can still come true. I think we have to help this generation overcome a lot of obstacles that have been put in their place. I'm super clear about why I'm doing my work. I think that that's really important. I'm not doing my work to have another best-selling book. From that clear purpose comes the marketing plan. As I go back to like stage one, going through the funnel, if you go to thelattefactor.com and you can still go through the funnel, you can actually see how we activate our tribe.
We had a campaign, where like we started with, right now there are 720 people that we have identified as like, “You're a core fan.” What we did in the marketing is we said, “We're not looking to just have you join us to buy a book. I'm going to spend the next two months with you, take you through the book, put it in your hand before the public, teach you more about money, so I can help you, but I'm looking for people to join us, who want to help other people. First, I'm going to dedicate my time and energy and effort to helping you, but I want you to join me if you'll go out and then, share this message with people that you love.”
By doing that I've pre-framed it, I've qualified these people and as they're joining in this movement now, there's already that kind of energy like in the Facebook page, our private member group, you hear people already going, “Oh my god, I’ve read this book, it's amazing. I can't wait to share this with people I love.” I've actually already done the math. I'm like, “Look, there are 700 of you in here and you all know a hundred people. If you go share this with a hundred people, I'm going to touch 70,000 people the day this book comes out.” That's the best form of marketing in the world is a friend telling you, “You need to go try this right, like you need to go read this book, you need to go to this restaurant, you need to go into this coaching program, you need to go to this seminar.” The best form of marketing is your best friend telling you, “I did this, I love it, it can help you.” That's the central part of our first part of our campaign.
Joe: The whole going back to activating your tribe, for someone that is listening out there and for someone that has written so many books and has done things really well and has done things really wrong and has definitely put his time in, how many years ago was it when you wrote your first book?
David: Well, Smart Women Finish Rich came out at the end of 1998. That book just came out for its 20 year anniversary edition. That was the first book, which I worked on the idea in Strategic Coach. When you and I met at Strategic Coach that book didn’t even exist. That was an idea that I worked on in the Tony Robbins’ seminar and then, on worksheet Strategic Coach with Dan. That's been 20 years ago. Yeah, I mean I'm cutting you off, but what was the question you're going to ask me like …
Joe: No, well, the question is what would you have told your younger self back then about what you wish you would have known? I mean you're also in the interview at the book, where you talk about your grandma, which I would actually like to ask you about that even before we dig into the content, your grandma Rose is that it took you a while to even leave your job, like three or four years. You had this motivation and finally, you just went and lived out your sort of dream and you did it in the form of books and educating people that way. A lot of people have this idea of write a book and all that but there's a lot more to it, if you want to ever turn it into money and if you ever want to really have impact. What advice would you have given yourself early on, knowing what you know now?
David: If I had known how hard this was going to be, I don't know that I would have done it. It's still hard. I mean you and I were just talking about our day before this call. I got out like a 10-hour day already of non-stop from videos for six hours to multiple podcasts. Like, I'm still working as hard or harder than I ever worked, but I'm lucky because my passion is high has ever been. Things are for me to tell you like what we did that is work that we keep doing. It's been clear on what my purpose is, but then there are all types of things you need to help you make that purpose real. Partnerships, a huge part of my ability to have a massive platform has always been partners. We've had partners from finical service companies to media companies, where because we're going out with a cause related marketing today that's a big phrase, because related marketing or purpose marketing. I've been doing because related marketing for over two decades. My first cause was women and money. I found partners that cared about the same exact issue, they had the same exact customers that basically came alongside with me and then, worked on my thing together.
Today, I'm super clear, I'm like, “We're trying to reach 77 million Millennials.” There happens to be a whole bunch of companies and media players that want to be reaching Millennials. We're partnering with those players, like CNBC has got a huge initiative around Millennials and you'll see me hopefully all over the place on CNBC. I've done 38 videos and shows with CNBC in the last 12 months because they have whole channel that's Millennial focused. I've positioned myself as a thought leader of Millennials and we have multiple partnerships. Every partnership that we have is going to help us spread the message because they know what were focused on and they focus on same thing. They want to be aligned with us.
I'll even give you an example of a crazy partnership. This book starts in The Oculus. If you don't know what The Oculus is, basically, it's right next toward the Freedom Tower. It's like a $4.5 billion … It's above the subway station, which is now the largest subway station in Manhattan. The story starts with Zoey Daniels and she's 27 years old. She lives in Brooklyn. She's been working in Manhattan for six years. She's been living paycheck to paycheck. She's got her dream job in travel magazine. She's the editor of a travel magazine, but she doesn't have a passport. She works so much, she never travels. She walks through The Oculus and she sees this LCD screen that is a football field long. It's one of the largest LCD screens in the world. She sees on the LCD screen the words, “If you don't know where you're going, you might not like where you end up.” Well that's beginning scene of this book, which is almost like a movie, could be a movie.
She comes up to the 9/11 Memorial. She has this moment, where she sits down in front of the memorial. She starts asking herself the question, where is she going with her life? That question as the reader you ask yourself, “Where am I going in my life?” Well, we reached out to the developer of The Oculus, it's Westfield. It's one of the large developers in the world. We said, “We're launching this book and the story starts inside The Oculus. Let's partner together. The Oculus and let's do a book signing event at The Oculus.” Well, you know what, we're doing that. The book comes out May 7th. On May 9th, we're going to have a book signing event inside The Oculus. Westfield-
Joe: That's awesome.
David: Isn’t that amazing?
Joe: Yeah.
David: We're not say, we're not having to pay for that. We're going to take that LCD screen and they're going to put the cover down this football field inside The Oculus. We’re going to have this book signing event. I'm going to give out like a thousand books and sign them. Then, we're going to get the media to talk. It's like I talk to CNBC, I got to Yahoo Finance, I'm like, “Guys, we're doing this huge event, come down to it.” Those are examples of partnerships, major developer, major media companies and again, it's like this higher purpose and calling and people go, “Oh my God, how did he pull this off?” Well, believe me every single aspect of everything I just told you is an enormous amount of work to pull it off. It's cool, it's exciting, it's fun.
Joe: I love it.
Dean: That’s great.
Joe: Yeah that is such a really great idea for people. First off, thinking about partnerships, but who you can identify with a cause or a purpose and niche, which really in a lot of ways is similar to the 8 Profit Activators that me and Dean talk about on I Love Marketing, which is the very first one is what Dean select a single target market.
Dean: That's exactly right. You've nailed it right on the head with this whole like, if your audience is Millennials, this is exactly what they need to hear. It's exactly the life experience that they're having collectively. We've got exactly the concerns and things of a Millennial. Yeah, it's amazing, it really is.
David: By the way, the other thing is we've also done this in a way in which I want Baby Boomers buying this book too. I want them to buy the book to give to their younger kids.
Dean: Of course.
David: There's a Baby Boomer element in the book and we're also marketing to Baby Boomers. We're saying to Baby Boomers like, “You know what, you know your kid need to be doing a better job with their money, but they're never going to listen to you. Buy this book and give it to them as a gift and then, hope they'll read it. Then, they won't need to suck off you anymore. We're coming at this from a barbell approach. We're actually hitting both sides of the marketplace and also even tackle the issue of like, “What if I do read this in my 50s or my 60s and I feel like it's too late,” so we even address that issue in the book. I mean we've got lots of partnerships and also, we're coming at this from so many different angles, like of course we're doing lots of podcasts and of course, I'm going to do all the television. It takes a village and a team to pull this stuff off. I'm not by myself doing this and I think the one thing I would tell you like I always invested big time in these book launches and these platforms.
I have a digital marketing team that we've hired that's really good at doing digital market because I'm not digital marketing expert. I have a PR firm. I have a manager of the launch team, just the Facebook side of it. I mean there must be 50 people that we've engaged. These are freelance people. They're all different companies that we've hired and then, I have a person who has been hired just to manage all the different people who we brought on board. We always have a ground tour, ground tour meaning I always go out and touch people face to face live because that's a huge part of this. I still go old-school.
I'm going to go to a dozen cities between the weeks before the book comes out all the way through the middle of June. I'll be doing events with 500, 1,000, 2,000, 3,000, maybe up to 5,000 people in a room. Those people will all hear me live. They'll all get books, so you go back to media, online, live events, 12 cities, media in those cities, all those cities are being heavily promoted by other people. I'm going in and doing events with other financial advisors, who are bringing me into the city. Then, in some cases, those advisors are partnering with the universities or they're partnering with the church, I think it is 5,000 people. There are all these other people, who are out sharing the message.
Again, it takes a team, it takes a village. I think the way we've been able to get people engaged about a bigger purpose. Like everybody who's bringing me into their markets, they're bringing me to their markets because they care about this issue of helping your clients’ kids, how to be smarter with money. They want to make a difference in their community, like they care about the cause the way I care about the cause.
Joe: Yeah, no that's a really important point, I really like that. I mean if you can, even all the stuff that I've done back in the day with Bill Phillips and the fitness thing, tying things into even the make-a-wish Foundation, donating money to get people to, not even feel, but to truly be contributing to something beyond themselves. There are all kinds of ways that you can package that but the more that you want to identify who you want to be a hero to and then, take the steps to do it, all the better. You also said a funny thing in the beginning. I gave this talk several years ago. The first time that Jack Canfield had ever seen me give a speech and he loved this line, which I kind of heard it somewhere. I said, “If I would have known being successful was this much work, I would have stuck with being a loser.” There's a lot to it. I mean he made this point like, “I don't know if I answered the question, I don't know if I would do it,” but you still got the passion and you're still driven.
The thing is though because we've interviewed Cal Newport on this podcast also, who wrote the book So Good, They Can't Ignore You and Deep Work and his latest book is called Digital Minimalism I believe. Basically, his whole thing is develop a skill that's rare and valuable. Don't rely on passion because passion is about what sort of value can the world bring to me versus what can I bring to the world. You actually really learned a tremendous amount about money and you brought that skill to the world in a way that you wanted to make the most impact and help the most people. You certainly have reached millions and with this particular one and I have to say this like I was involved a little bit when you wrote the book Automatic Millionaire. I started taking that advice very seriously in my 20s. I started putting money away every month and I made it automatic. I mean you know a lot of my story and it is the one thing, which is the whole premise of this book, which differentiates how I've responded with money compared to a lot of my friends because I have many colleagues that have brought in millions of dollars in sales and have kept none of it.
David: Have nothing to show for, actually, the dirty secret about marketers is most of them are broke.
Joe: Exactly, yeah, yeah. Totally, I mean the greatest thing that I learned when I … Well, not great thing I learned, but one of the greatest like I didn't realize how bad it was when I started Genius Network, there was two things that were really interesting to me. The first was how many people that are out there showing everyone their cars and their lifestyle and all of this stuff about how extravagant and how smart they are and how big their launches are, couldn't write a check for 25 grand. That was the first thing. That was like, “Wow, I didn't realize how many of these people are totally broke,” but they're out there, supposedly teaching other people how to be successful. The second thing is how many of these people that are the ones that are dispensing advice to the world don't want to pay for it or acquire it themselves, meaning they think they're too cool for school and they are not very coachable. It was a really, like “Wow, I didn't realize.”
I guess the third one is that there are seminar junkies at every level. No matter how much money's involved, there's people that bounce from this thing to this thing to this thing, looking for the secret. Part of it is just like use something, master any particular area and you're going to give yourself such an incredible advantage. Every young person was to read this book, it doesn’t matter young, it doesn’t matter what age they are because you address that in the book. Towards the end, you're like, “What if I'm already 50 years old or 60 or whatever,” this would change someone's life. After having read this book, I mean it goes back to the Richest Man in Babylon. I mean there's a lot of things that have been written about saving money and putting things away, you won't mess it up though of just making it automatic is very much about, what I call ELF marketing, make it easy, make it lucrative, make it fun.
David: Yes, easy, lucrative, fun.
Joe: This is an ELF way of what to do with your money because it's an automated thing, but you go deeper into the purpose behind it. Although some people may view this as just a simple book with a great story, you're like, “If you don't do this, your life is going to end up completely different than if you do, like everybody.” That's why it's such an important thing. I mean if any parent or anyone listening to this, for one, do this for themselves first, but secondly, if you have any kids and you set them off in the right way, just like you have a story of a barista, I don't want to give the story away, they give Zoey, the character, some of these life lessons. I mean you need to be that person to anyone in your life because this is … I own this URL, which I've done nothing with yet, called the First Domino. I may write a book on it about like how I'm the first domino and how people have been the first domino to me.
David: I like that.
Joe: This truly is one of those first domino moments for a lot of people with their money because people kill people over money. I mean they do. It's such an important issue and so much of our lives revolve around it and making it versus keeping it and how you interact with it and people's money relationships are frankly dismal and pathetic. That's what you've always been on a mission to fix. Anyway that’s my little-
David: No, I totally appreciate that. I want to come back to that in a second. My whole dream over these last 26 years with the work that I do has been to get people to take action, literally just on the top. I say, “It's not about education. Education without action is useless.” What I’ve done by trying to make money as simple as possible and emotionally connecting people with the dots is get people to take action. One of the actions that you took after the Automatic Millionaire interview was because I have two promises, pay yourself first one hour a day of your income automatically and then, real estate. You and I got off that call and you came back and I talked about the importance of entrepreneurs owning their building. You merely tell me that and said, “Do you really believe that?” I'm like “Yes Joe, I do.” Then, I think like less than six months later, you bought the building that still in.
Joe: No, actually, I bought another building first. Then, I ended up selling that one and getting a bigger building. I've had this one building now that I have our headquarters in for, I mean I bought that 2005-2006, but I had even bought a building prior to that, but yeah.
David: You took action on it and that's a game-changer.
Joe: Totally.
David: The incredible things about doing these podcasts because you never know what's from one idea someone is going to take action on. There's a chart in the back of the book that people can't see the chart, but I just want to tell the story of one chart of this book because it's an example of how I got impacted by one simple idea. The first chart in the back of the book is a chart It's called The Time Value of Money. It shows a woman, Susan, putting $2,000 a year away from the age of 19 to the age of 26. She puts $2,000 a year away in an IRA account, leaves that alone, never looks at it again. By 65, she's got over $1,035,148. She's a millionaire. She only put away money from the aging 19 to 26. Then, her friend learns about the same idea at the age of 27 and she puts away $2,000 a year every year until the age of 65. She also does very well by the way. She's got over $805,000, but she's got $200,000 less than her friend, who started just six years earlier and she had to put way more money away than her friend.
This chart was shown to me at the age of 27. It’s from Dean Witter. I was a financial advisor. I had basically just gotten in to business. One of our advisors who was 61 was retiring. He came and spoke to our class, a training class. He said, “Guys,” it was almost all guys, “Before I leave today, I want to show you this chart.” He handed the chart out. He said, “Here's what you should know about this business.” He goes, “The dirty little secret about financial advisors is that most of them do a terrible job managing their own money. Most of the financial advisors back in your office in their 50s are broke. I'm 61 and I'm retiring because I'm rich. I just loved my clients and I did well for myself. I want you to look at this chart.” He goes, “Is anybody in the room 27?” I raised my hand and there were a couple other guys in the class who raised their hand. He said, “Look at this chart, all you need to do is put $2,000 a year away. By the time you're 65, you’ll have almost a million dollars.” He goes, “Look, there's no reason for you to be saving $2,000 a year. You're making so much money in this business that you should be saying way more than this, but at a minimum, you should do this. It's not even $7 a day.”
Then, he said, “At a minimum, you should take this chart and you should show this to every single client you have because when the client comes in the office and they're 65, they've got kids and you should give them this chart and then, they should go show their kids.” I went back to the office and I was like, “Wow, I need to at least do this. I need to do more than this, but I need to at least do this.” This one little chart is one of the big things that inspired me to start investing automatically all the time. All the compound interest charts that I have in the back of the book, they're all proving true in my life. It doesn't happen in days. It happens in decades, but the decades, the money just starts to grow astronomically. Then, money makes money.
Dean: That makes no sense. David, you know what I just realized is as you're talking about the demographic for this, the Millennials and the parents of Millennials, it dawned on me this book and the way it's written, it's timeless. It is just as relevant if you wrote it 30 years ago as today. I mean it's going to be the same 30 years from now because the parable is so timeless and great to read that I could see this being the new evergreen college graduation gift for every graduating senior that graduates. I remember saying that Dr. Seuss book, Oh, The Places You'll Go, I think that book … There's some crazy amount of those books that are given as graduation gifts. Talk about like unlikely partnerships, but it might be something to bundle that book with The Latte Factor because it's just going to balance out their dreams and what they want to do with now an actual practical automatic plan to make that all happen.
David: It's such a good idea. I just got chills from that. It's such a good idea. That book every year, the way you talk of dr. Seuss’ book, definitely one of the best sellers I think every single year.
Dean: That's what I mean. I think it lights people up. It's like that, but I think this is going to set people up for life.
Joe: I think we should bundle it up with What to Expect When You're Expecting.
Dean: Hey, there you go.
Joe: I mean serious.
David: It's another great example. Really again, appreciate you guys willing to do this podcast. I'm so grateful for your enthusiasm. I mean Joe, like I can't tell you why I sent this to you and I was like, “Hey buddy, just want to show this to you, see if you’d be willing to take a look at it.” You're so immediately like engaged in the book and then, you introduce me to some amazing other people. I know we've known each other for 20 years, but I just deeply appreciate you as a human being, which you know but also how excited you were about this. Thank you guys so much, really appreciate it.
Joe: Yeah, no totally. Let's do this, let us jump a little bit into the book. My questions are not going to be totally about the book. It is a short book. People can read it and all that. Before we talk about that I want to ask you about your grandmother Rose. I know she's had like a huge influence on you. You've talked about her for as long as I've known you. She's awfully heavily influencing the book. In the Q&A part of the book, you tell a story about the biggest regrets in life and how that lesson shaped you. It ultimately shapes the main character, which is her name is Zoey about her life in the book. Can you talk about this a little bit?
David: Yeah, well completely, so my grandmother is the one that really got me into the world of investing. She helped me buy my first stock at age seven. It was McDonalds, which is my favorite restaurant in the whole world.
Joe: I hope it's still not your favorite restaurant though, is it still?
David: It's not any more, no, but I love my grandma so much. She was a remarkable woman. She started with nothing. She didn't have a college education. She basically taught herself how to invest starting at the age of 30. She had no money and she figured out that if she was going to not live pay check to pay check anymore, she had to do something about it. She took charge of the family’s finances. Over her lifetime, she became a self-made millionaire. She was the person who was my role model. She is also who Smart Women Finish Rich was dedicated to. I was writing the book and getting ready to finish it. She knew I was writing the book and right as that was happening, she had a stroke. My grandma was 86. She had a stroke. She lives in California, which is Laguna Beach. I went down on plane to get her. I brought her back to the Bay Area, where I live. I put her in a nursing care facility. I was naïve. I thought she was going to get better. I didn't know that this conversation I had with her would be one of my last conversations.
I asked my grandmother had she had any regrets in life. When I asked her that question, she said to me, “No, I don't.” She went through the reason she never had any regrets. She's like, “I've been very close to your father. Your father turned out so well. He's a great dad and I'm close to you and your sister and look, how well you're doing.” She went through the things that she was grateful for. I'm like “That's amazing grandma. The next day I went back to the hospital to see her and I said, “Grandma, how did you sleep last night?” She said, “Terrible, I was up all night long, thinking all my regrets.” I was like, “Oh, I'm sorry.”
Then, she said, “I want to tell you about them.” Now, she'd had a stroke, so this wasn't just like, “I want to tell you that.” It was hard for her to get the words out, but her mind was still very much with it. She went through her five regrets with me, like she was 17 years old again. She went all the way back to being 17. She is at the end telling me those regrets, I said to her, “But, no grandma, you've had such a great life.” Then, I tried to make her feel better and then, she put her hands on me and she held my arm as tight as she could. She said, “I want you to listen to me baby because this might be my last lesson to you.”
She said, “The lesson in my regrets is not what happened to me.” She said, “The lesson in my regrets is that when I got to this point in my life that I shared with you,” she said, “I came to a fork in the road. At that fork in the road, there were two different ways to go, like I could take one road, which was going to be where the dream really was, where I thought the gold was, where I thought the big things can happen, but it was risky.” She said, “Then, there was a safe road.” She said, “The safe road by the way wasn't guaranteed, but it had less risk. She said, “All five of my biggest regrets I just shared with you and now, I'm here dying and I will never know what could have been.” That's why there were the regrets.
She looked at me and she said, “Don't make the same mistake that I made.” She said, “I want you to know what's going to happen because when you get to these big bumps in the road, what happens is there’s going to be this David, this little boy inside of you that wants to take the risk. Like, “Let's go do this, let's go do this.” Then, there's going to be another David, he's like the big boy, he’s going to be like, “Oh, I don't know if I can take this risk, we're not sure if we should do this.”
She's like, “All I can tell you is you need to listen to your little boy and give him a chance to come out and play.” I mean it brings tears to my eyes as I tell you that story, I left her. I never saw her again. She died a couple days later.
Joe: Oh man.
David: I left her and I went back to my office. I broke down in tears in my car in my garage of my office. I literally looked in the rearview mirror of my car and I told myself, “David, in three years you will leave Morgan Stanley and you will go for your dreams of just teaching people how to be smarter with money,” because that's what I wanted to do. The book Smart Women hadn't even come out yet, but I just knew in my heart I wanted to go out and try to help a million people. I knew I had to leave the firm to do that and it ultimately took me four years. I picked up. I moved from San Francisco to New York to do all these things. Everybody said, “Don't do this, like you've got this great career, you're making tons of money, you're set for life, you worked here nine years,” I really was set for life, would have been a much easier lifestyle. Instead, I moved to New York. Then, yeah it's been hard, but it played out like way beyond what I hoped for. Then, I wrote The Automatic Millionaire. It played out even bigger, but along this whole journey, what I've tried to do when I come to these forks on the road is listen to my little boy and give him the chance to come out and play.
That message is weaved into this book because this book is not just about money. This book is about listening to that little girl inside you or that little boy inside of you and figuring out what that person is saying and when they're saying it, so that you can get yourself out of your comfort zone and take the risk and go live rich now. My grandmother's story is weaved into this book. I hope what that's going to do is really wake up a lot of people to go … A lot of people who are listening right now, they're not living a life they want to live. They took a safe route and they're not happy. They want to make a change. That’s like that's okay, even if you've had lot success, like you can have a lot of success in life and want to make a change. That in fact success breeds wanting to make a change. One of the reasons people are so unhappy sometimes when they're successful is they reach their dreams and then, they're bored. They don't know they're bored, but there's a voice inside of them that wants to go do something new because they've already accomplished what they wanted to accomplish. It's not that it's not fun to be successful. It's that what got you successful, there's something driving you to go do the next thing. You got to listen to the little boy and little girl inside of you.
I try to take that story, which I haven't shared and bring it into this book to try to inspire more people to go for their dreams.
Dean: Wow.
Joe: Love it. That's the beauty of the book though. There's a lot of these life lessons, the subtitle of the book is You Don't Have To Be Rich To Live Rich, which is really important and really impactful. What else could you say to like that?
David: If you're somewhere in your life right now, where you feel stuck, the key is to realize that you can go and get yourself unstuck. Go all the way back to the beginning of this book, if you don't know where you're going, you might not like where you end up. We are always going through transitions in life, but we're not trained to go through them. The transitions we're trained for is like, “Okay, go to school, graduate, get married, have kids, retire.” Those are like four major transitions. There's like there 25 more transitions that happen in between all that and we're not trained to have those transitions. The sooner you learn how to allow yourself to transition to what it is you really want in life on a regular basis, I think the happier you can be. Talk about sabbaticals, like we talk about sabbaticals.
Joe: You gave a talk about it at the Genius Network Annual Event, which was great. I tried really hard to get him to write the book. That's it, yeah.
David: I know you did and we almost did, right, like we did a whole podcasts on sabbaticals. I did the speech on sabbaticals. Well, I weaved the sabbatical story into this book because Zoey Daniels learned how to take breaks and take a sabbatical. I think we all work too much and I think more of us need to be taking breaks. Actually in the end of this book, I tell the story is what I'm doing next. I'm going to do this thing you told about. I’ll pick up and I'm going to move my family to Florence, Italy at the end of July and go live in Florence, Italy with my family for a year.
Dean: Oh awesome.
David: Isn't that amazing? That's a part of my story and I'm 52 and I'm like, “I don't want to miss out on life,” like I've had an amazing career. I'm not done working, but I've got a son who's going to be a sophomore next year and I want to go abroad with my family for a year. I want them to experience living abroad and I want to do it together. I tell that story in the book because I want to inspire people to go live their dreams.
Dean: The story from the beginning of that with that saying of just if you don't know where you go, you might not like where you end up. I mean that's at any stage in life looking back just like you said, maybe you're already retired or you're looking back and you realize, “This isn't where I hoped to end up when I was 20-something, but it's not too late.” One of the great quotes that I took from the book was that and I'll paraphrase basically this premise of it was that you're going through your life. You're spending money and you're making somebody wealthy. It may as well be you basically. You're either making someone else wealthy or you're making yourself wealthy. We were talking about owning the building. I did the same thing.
I bought my office building and it's one of those things, where it's like an automatic thing that you would have been paying rent anyway. I just realized I've owned my building now for 12 years, haven’t even been paying attention to it, but I'm like three years, the building's paid off. I haven't even noticed it because it was just like maybe what rent would have been anyway. All of a sudden, the building's gone up in value and the mortgage has gone down. Now, you've got this asset. Same thing with my house, sitting here that I just realized I've bought my house in 2002 that's 17 years ago now. It's like little things make a big difference.
David: Well and also, so if you just continue down that line for a second, like that building is paid off. I don’t know how close you're pay off, but like basically once you have an asset like that to stop working because the cash flow potentially from that property now pays for your lifestyle. You have their own assets to give you freedom. There’s a big difference between being an investor, being a speculator and you only have to own a couple assets to have financial freedom. That's the other thing, The Automatic Millionaire book, I thought how the person had bought one home, rented out, bought another home, pays himself first automatically for three decades and then, retired at 52. It’ll be 50 grand a year. It's all possible when you take action. It doesn't have to be complicated and even in the book, there's a whole thing about buying a home because so many Millennials are putting off buying a home. There are some other gurus out there that they're basically getting traffic online by telling young people, “You shouldn’t buy a house, you should just rent. If you need to free to like do whatever you want and you should just rent.”
The thing is if you don't buy real estate, you never get on the escalator to building real well. The ultimate escalator to building wealth is homeownership and then, when you're entrepreneur, owning the real estate that your business manages. Another thing that is just incredibly powerful escalators to wealth that you get on that escalator and just like you said, you turn around. Here's the crazy thing because now we're older, we know this, decades go by in the blink of an eye.
Dean: It's been, I mean really. We're talking about 20 years, like it was yesterday because it really to us, it feels like yesterday.
David: It feels like nothing. I moved to New York 18 years ago and fortunately, I bought in New York. Had I been renting in New York, my rent would have tripled and I'd own nothing. Instead, I made millions of dollars by simply buying a condo in New York and living in it.
Joe: That’s what is America. So many of my friends and even clients now are young people, I mean under the age of 30. I had a youth panel at my Genius Network Annual Event this year, where I had four people, three guys and a young gal, 19 years and younger. I had JP Sears, the funny redhead comedian up on stage with me. I've been hanging out with a couple of them because they had moved to Arizona and stuff. These are driven young people, not the average, they're out running businesses and consulting with Fortune 500. I mean doing stuff that I was trying to recover from being a drug addict at their age. Basically, what I'm seeing though is like “All right, I wanted to send certain life advice to these guys because they have a drive that I never even had at that age and they're certainly more driven than I am. However, I've kind of been over this road like thousands of times and I've seen the ups and the downs and the economies and different people and all the fame and what the good and the bad that comes out of notoriety and just trying to guide and direct them.”
The beauty of reading your latest book is that this is going to become one of the staples that I give to people aside from just relationship advice and marketing advice and Genius Network and stuff is like, “Okay, on your pursuit of going out and making money, here's how you're going to interact with it, how you're going to engage it,” because I mean I'd like to ask you the question David, which always strikes me. I don't really quite know what to do because I'm very empathetic and I want to be helpful to people, especially friends. As you know, about half my time is spent now helping people that struggle with addictions and recovery.
There are a lot of people that they just never did any of this and they've lost the steam and they've lost the energy. Of course, I always want to be optimistic and I do. There's that side to me that believes every passing moment is another chance to turn it all around. I mean there's always a chance. I also though, have a dear girlfriend. She's a doctor and she does end of life care. I hear the stories of people that will keep their loved ones on life support, so they can continue to collect money because they just have none. There are so many people in the world that did not engage with their money and their finances in the right way. They just, the whole Thoreau thing, quiet lives of desperation. What do you do with people that feel completely hopeless? Not one is. I believe hope heals and that's why I think books and I think enthusiasm can encourage a lot of people to make different directions.
It's as some people have gotten to the point, where they just feel like they're going to give up and-
David: Such a big problem, I mean this is ultimately what pushed me finally to write this book aside from the story I told you is that a couple years ago, an article came out in Atlantic Magazine, which was based off of Federal Reserve statistics, which were 47% of Americans can't get their hands on $400 in case of an emergency. I read this article and I was like, “Oh my God, so what, basically one in two Americans can’t get their hands on $400 in case of emergency.” Then, you go past that, 60% of Americans, six out of 10 right now have less than $1,000 in savings, seven out of 10.
Joe: Wow.
Dean: Right, seven out of 10 Americans guys live paycheck to paycheck. For women, it's worse. Eight out of 10 women in our country right now are living paycheck to paycheck. When you look at what happened with the government shutdown and it was just like less than a million people, but a million people, make it a round number. You had million people, who basically for the most part had lost jobs. We got a government job. Within two weeks, we had people who couldn't pay their rent, couldn’t make their car payments, couldn't make their mortgage payment and couldn't eat. When you look at what's happening in this country, our country is actually breaking down right now. When you look at the anger in the politics, it is an issue of most Americans are actually struggling. What's happening is the capitalism is starting to not work.
Ray Dalio had this great quote the other day on CNBC that basically capitalism is not helping the bulk of people. I'm paraphrasing, I'm not saying it the right way because I don't have it right in front of me. What I said is what's wrong in this country is that we don't have financial education in school. You can't participate in capitalism if you don't know the rules. If you don't know the rules, you can't play a game. The challenge is that we haven't been teaching the stuff at school. I had a grandmother teach this to me and that's what changed my life, but most people, they don't have a grandmother. I guess politically we need bipartisan support and effort to get mandatory financial education in school. Until that point, we've got to get people reading the books like the Latte Factor to go take charge of their financial life.
Joe: It's interesting because I don't want to leave off on the statement about capitalism because I think a lot of times, capitalism gets a really bad rap. Who was it that said, “The problem with capitalism is that it was named by its enemies and capitalism in its purest form is simply collaboration between individuals exchanging money for value.” It gets attacked a lot. I often think what's the alternative? I mean because capitalism is a system that works and then, there's of course corporatism, like Michael Moore did a movie called Capitalism. It was attacking corporations and me, being a business owner, I don't think anything in that movie had anything to do with capitalism.
I think he just hijacked a word to try to go after crony capitalism or whatever you want to call it. I do believe though that there's a massive amount of anger and a lot of shifts and a lot of changes taking place in the world. You touch on it in the book about things like cryptocurrency. I mean when Dean said, “This book is going to be timeless,” I'm curious to see let's go 20 years down the road in terms of exchange, the bottom line is no matter what the means of acquiring or buying or of exchanges, you're going to get paid in a certain way. What you do with that and how you interact with it has everything to do with how your future is going to show up five years, 10 years, 20 years, 30 years, 40 years down the road.
I love to dig deeper. I believe marketing is storytelling. I believe marketing is applied psychology. I believe the things that me and Dean talk about here are designed to help people that live in the world of capitalism that live in the world of not time and effort, but the ability to produce a result, talking with you about marketing this book, these are capitalistic endeavors. As long as we're creating value and we're not exploiting people because there are certainly people that make money. I mean there are cigarette companies and there's many companies that sell things that are damaging the people and they use entrepreneurial principles and under the umbrella of capitalism to do it. We've had John Mackey, who wrote Conscious Capitalism and there's lots of different ways to look at it.
David: Let me make sure you hear what I'm saying and it's also what Ray Dalio was saying I think. I don't want to put words In Ray’s mouth, capitalism absolutely work. It's the best system we have. The net worth of American in 10 years has gone up by $31 trillion. The stock market since 2009 and you and I did a podcast back in 2009 where I said everything's on sale and recessions make millionaires. If you're in the stock market, you're benefiting from capitalism. If you're in real estate, which has also gone up to an all-time high, you're benefiting from capitalism. The challenge is half of America is not investing in stock market and is not investing in real estate. They're getting left behind. They're in capitalism, but they're on the side of spending. What has to happen in order to be financially secure and not depend on the government, you have to move from the side of the ledger, which is that you are a spender and a consumer to an equity owner. You have to own stocks and you have to own real estate in order to be on that side of the ledger.
Again, basic financial education. You can't play Monopoly and just go around the board and not buy houses. You have to have four green houses to get a hotel to win the game. If you go to work every single day and you don't keep any money for yourself, you've no hope. That's a very stressful way to live. That's why living paycheck-to-paycheck sucks. You have to make a decision to be financially selfish and in the book, it's called pay yourself first. It's learning how to stand up for your earnings and put yourself first and 26 years of teaching this stuff, my message hasn't changed. Just what I'm seeing in the last 10 years is that the people who listen to my message and used it, it's totally working. The question goes back to what you just said, which is how do we get the other half of America to use this stuff. A lot of people who aren't saving any money are still stopping at Starbucks every day and having a $5 cup of coffee. A lot of people who aren't saving any money, who don't have $1,000 in savings, went out and bought a new iPhone this year for 1,000 bucks. Now, they financed it.
A lot of people who don't have any money went out and bought a brand-new car in last 36 months. The average car payment in America is $503. The average American works two to three months a year just for their new car. Nothing is a bigger waste of money than going out and buying new car. If you have a car that is worth more than you have in your retirement account, you're an idiot.
Dean: Shall we quote you on that? That's great.
David: If you're leasing a $100,000 car or most people lease a $50,000, $60,000 cars, but you somehow don't have a retirement account with 50,000, 60,000, $70,000 in, then what are you doing? I've seen these videos lately that show like take the $503, put it into an investment account, leave it alone three or four decades and you'll be a multi-millionaire. Drive cars for 10 or 15 or 20 years, or for young people, who actually would not even be driving cars because we'll be doing these. Right now about 7 million people are behind on car payments it's because the car industry, more money is spent marketing cars than you spend anything in America. We've been trained to go get new cars constantly. We don't need new cars constantly. System is set up for Americans to spend every dollar they're making for. Maybe I'm naïve, I still think it comes back to financial education. I think the reason people don't do better is they don't know better.
Joe: No, I agree. I mean, well, there's a lot of reasons. Yeah, I mean my whole thing is help people with their addictions and I think there's an addiction to image. I think there's an addiction to struggle. I think there's an addiction to instant gratification. What I thought was a really smart thing with what you did in the book because when you start talking about The Latte Factor years ago, you probably had a lot of people in the coffee business that were like wanting to attack you. They miss the whole point of the metaphor. It could be cigars, it could be cigarettes, which you make a great point for smokers. It could be televisions subscriptions. It could be buying apps all the time. I mean there's a million things that could be The Latte Factor, but the setting that you did it in is where we learned all of our lessons. I want people to read the book. Actually, I don't want to give away the whole book, but it was really smart the way that you thought through.
I mean knowing David all these years, this is not a book that he just knocked out. There's a lot of thought put into this book, which is why everyone really needs to get it. Going to your point before when I started talking about the marketing of it is the funnel. If you go to thelattefactor.com and this is no affiliate thing, if you buy the book or not, it isn't going to impact our income in one iota, which I think it should. I think people should just start sending us money right now since we’re talking about money.
Joe: You can watch all of David's marketing and participate in it and the cost to you is free, like you can literally go look at the funnel that he's doing, so follow the marketers out there that'll be very helpful. Let's cover a couple of things and then, we'll let people just go and look at the marketing you're doing, get on list. The book will be coming out, when is the book coming out?
David: The book will be out May 7th. It'll be in stores, everywhere online and hopefully, you'll see it in airports if you're going through them. Then, we hope to have a lot of translation. For people listening in foreign countries, we'll have hopefully by then what countries the book is being translated in and that'll be on our website too. There's two websites, there’s davidbach.com and then, there’ll be thelattefactor.com. Either one of those, we should have the ability for you go find that book pretty quickly.
Joe: Awesome.
Dean: Just to confirm for right now though David, you're not charging people to watch the marketing of this, right?
David: Well, actually no. Let's be clear, the way you go all the way through the funnel is not complicated. You got to buy one book. You can see the funnel. Then, you buy your one book. You email us. That's how you go into the real funnel. Then, you get all the bonuses. Then, you get into membership group, yeah because we got to get people to buy a book. You can see the beginning.
Dean: Amen.
David: Amen, right? The beginning of the funnel.
Dean: Exactly.
Joe: Let me say this thing, so Oprah has had a huge influence on you. The book has even a dedication to her. I mean you're on Oprah a ton, so how did doing her shows change your life because that's always like everyone, “I want to get on Oprah.” Are you going to do anything more with her?
David: Yeah, well I mean it totally changed my life. It took five years to get a million books out. I got a million books out before I was on Oprah. It took five years to put a million books out and after being on Oprah, we had like another million books out in like six months. That was the Automatic Millionaire. Then, she had me right back. We did another show on the Automatic Million, Smart Couple Finished Rich. Like in 90 days, I had four books on the bestseller list at one time, which is I think like a record. We had four books in the Wall Street Journal, USA Today, Businessweek and once, I had four out of 10 places. That was an unbelievable year and then, she had me back again. We did an entire series on getting America out of debt when the recession started to hit, called The Debt Diet. God bless her, I mean it allowed me to be on a stage that tens of millions of people saw.
Dean: Excellent.
David: The amazing thing about The Latte Factor is that again, we did that Latte Factor on her show, where we physically showed the money. We had somebody track their expenses, sitting from the audience and then, she pulled back a sheet and underneath that sheet was over a quarter million dollars in cash to physically show what this woman's latte factor was costing her.
Dean: That’s great.
David: That moment on television was the aha moment that it really went all over the world. People were calling their husbands and their wives and saying like, “We got a stop wasting our $5 to 10$ a day because it could be worth a fortune.” What made people realize, you don't have to be rich to start investing, small amounts of money can change your life. That's what you said, it was a moment that made people go, “You know what, we really could do this.” That's what it takes. It people going, “We really could do this,” to actually go do it. I mean that's again why I dedicated this book to her because after that show, I wanted to write this book. It's just my publisher didn't want it. I didn't have the whole idea yet. I had a general idea, but I didn’t have the story in my mind.
It took 14 years for the story to actually come together in my mind. I mean, maybe 12 years because John David Mann, who I wrote this book with, he is my co-author, he wrote a book called the Go Givers, one of my favorite parables. When he sent me the Go Give to read for testimonial, it was over 10 years ago and I said to John then, “I have an idea to write the book, The Latte Factor, we should write it together.” We talked about this for 10 years and finally, I called him up and I said, “Okay, now, I actually really have the idea. You have to come to New York and I'm going to walk you through the story.” I started him in The Oculus.
Then, we sat down. One last thing I'll say here on like never giving up on your art. I decided to write this book and then, sell it. John and I worked on this book for nearly two years. Then, we went out and auctioned it, which is not how I … Usually, I just do a book proposal and then, auction the book proposal and write the book. I said, “No, I'm going to write this book and when I think it's perfect, then I'm going to auction it off because I don't want anybody else to change it, unless I think they've got some ideas, could really make it better.” That’s what we did.
Joe: Yeah that's great.
Dean: That's awesome.
Joe: That’s good. The Go-Giver with Bob Burg is yeah that's great. Once the book comes out, I want to actually kind of witness what happens. I almost feel like this is a before the rocket launch and then, we talk to David after the rocket launch and see what sort of impact. I'd like to have us regroup and do another episode a few months out and just see what happens. I'd love to have people go pick up a copy of the book and wherever you see this podcast, please it's on social media, it's on Ilovemarketing.com, any questions, any comments, any questions you'd love to get answers from David from, we'll do a future episode related to the content of the book and maybe even the marketing of it. Is there anything for at least this episode of I Love Marketing that we have not talked about that we need to, any questions that we should have discussed that we haven't yet or any famous last words David?
David: I guess one thing I just feel like the other way to get into our funnel that doesn't cost any money is go to davidbach.com and you can put your email in for our 3 Minute Sunday newsletter because that's what goes out to everybody. We can do a future call on this, but like one of the big secrets to our success has been our email list. I know you got-
Joe: Imagine that.
David: I mean imagine that. You guys teach a course on email and people go, “How have you gotten your book on to nine New York Times Bestsellers? At the end of the day, it's our email list because I can't count on Oprah or the Today Show or CNBC or Yahoo or insert name every time I launch a book, I don't know, right? I don't know yet, but I can count on, I have email list. I've nurtured that email list now for 20 years. I turn around and send out an email and then, the people who really love me and listen to me come along. I guess last thing I just say is like take care of your email list because it's the old story that 1,000 true fans can move the world, move the business, move your life like I think that's still totally true. In this day and age, we're so overwhelmed with information, still goes back to you have a thousand real fans because you have a thousand of fans, there's almost nothing that you can't do.
Joe: Honestly, I think that's one of the reasons me and Dean even do this. We're just constantly trying to help all the entrepreneurs that are out there, trying to build their businesses and grow their things and sell their stuff and just every little thing we can do that's going to give them an edge to help them be a better entrepreneur is what we're doing with this podcast. It's really what I do at Genius Network. Genius Network to the top of the world's best, smartest, most capable geniuses and share what they know with other people. Everyone gets better. I mean that's at least the way I look at it. Dean, anything else you want to say and if not, we'll just wrap up this episode and have people go get the book or at least get on a list.
Dean: So go get on the list and get the book. We're not afraid of people spending money David. We want them to spend money in this situation. We want them to get over there and this is a great way to spend it.
Joe: Yeah, awesome.
David: Thank you guys.
Joe: As usual David, always great talking with you and share this episode with somebody that you know. Get a copy of David's book for all the young people in your life. Let us know what you think and we'll talk to you on the next episode.
Dean: There we have it, another great episode. If you'd like to continue the conversation, you can go to ListingAgentLifestyle.com. You can download a copy of the Listing Agent Lifestyle Book, the manifesto that shares everything that we're talking about here. You can be a guest on the show if you'd like to talk about how we can build a Listing Agent Lifestyle plan for your business. Just click on the be a guest link at ListingAgentLifestyle.com. If you'd like to join our community of people, who are applying all of the things we talk about in the Listing Agent Lifestyle, come on over to GoGoAgent.com. It's where we got all the programs, all the tools, everything you need to get listings to multiply your listings to get referrals, convert leads and to find buyers. You can get a free, truly free, no credit card required trial for 30 days at gogoagent.com. Come on over and I will see you there.