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Feb 25, 2016 · 23m · top-founders

How to Sell 1.5 Million Books Bob Burg Ep 7

Bob Burg · 12m spoken Nathan Latka · 9m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this episode of The Top, host Nathan Latka interviews bestselling author and keynote speaker Bob Burg, discussing the sales systems, value-first networking strategies, and marketing funnels behind selling 1.5 million books and commanding $20,000 speaking fees.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 41.9% of the talking time here. How this is scored →

Nathan as informed peer 2.5 Guest teaching 2.5 Guest disagreement 0.2 Nathan pushing back 0.2
05100:0010:0020:000:30–2:49 · Nathan as informed peer 2/10 Introducing Bestselling Author and Speaker Bob Burg Nathan warmly introduces Bob Burg, sharing a personal story about skipping school years earlier to attend Bob's conference in Florida. Bob graciously thanks him, establishing an affectionate and collaborative tone.2:50–7:19 · Nathan as informed peer 4/10 Mastering Systems and Timeless Foundational Principles Bob explains his framework for systems and predictable success in sales. Nathan showcases his background research by quoting Bob's famous answer to journalists asking what is new in the Go-Giver principles.7:19–9:44 · Nathan as informed peer 2/10 Premium Keynote Pricing and Strategic Self-Publishing Nathan inquires about keynote fees and book deals. Bob openly shares his twenty-thousand-dollar speaking fee and discusses why he self-published his second book to capitalize on direct industry distribution.9:45–12:32 · Nathan as informed peer 2/10 The Economics of Value and the Go-Giver Mindset Nathan asks how to handle people who give value but go broke. Bob gently reframes the issue, schooling the host on the distinction between price and value and clarifying that giving value is not giving away free work.12:32–15:28 · Nathan as informed peer 3/10 Book Marketing Strategy and Audience Building Funnel Bob details his promotional funnel across social media, continuous podcast interviews, and his blog. Nathan interjects to break down the exact flow from web traffic to email newsletter subscriptions.15:29–21:53 · Nathan as informed peer 2/10 Mid-Show Teaser and Community Giveaway Promotion After a brief mid-show promotion, Nathan runs through the Famous Five rapid-fire questions. Bob offers thoughtful reflections on Harry Browne's sales book, Benjamin Franklin's thirteen virtues, and John Allison's leadership.0:30–2:49 · Guest teaching 1/10 Introducing Bestselling Author and Speaker Bob Burg Nathan warmly introduces Bob Burg, sharing a personal story about skipping school years earlier to attend Bob's conference in Florida. Bob graciously thanks him, establishing an affectionate and collaborative tone.2:50–7:19 · Guest teaching 2/10 Mastering Systems and Timeless Foundational Principles Bob explains his framework for systems and predictable success in sales. Nathan showcases his background research by quoting Bob's famous answer to journalists asking what is new in the Go-Giver principles.7:19–9:44 · Guest teaching 2/10 Premium Keynote Pricing and Strategic Self-Publishing Nathan inquires about keynote fees and book deals. Bob openly shares his twenty-thousand-dollar speaking fee and discusses why he self-published his second book to capitalize on direct industry distribution.9:45–12:32 · Guest teaching 5/10 The Economics of Value and the Go-Giver Mindset Nathan asks how to handle people who give value but go broke. Bob gently reframes the issue, schooling the host on the distinction between price and value and clarifying that giving value is not giving away free work.12:32–15:28 · Guest teaching 2/10 Book Marketing Strategy and Audience Building Funnel Bob details his promotional funnel across social media, continuous podcast interviews, and his blog. Nathan interjects to break down the exact flow from web traffic to email newsletter subscriptions.15:29–21:53 · Guest teaching 3/10 Mid-Show Teaser and Community Giveaway Promotion After a brief mid-show promotion, Nathan runs through the Famous Five rapid-fire questions. Bob offers thoughtful reflections on Harry Browne's sales book, Benjamin Franklin's thirteen virtues, and John Allison's leadership.0:30–2:49 · Guest disagreement 0/10 Introducing Bestselling Author and Speaker Bob Burg Nathan warmly introduces Bob Burg, sharing a personal story about skipping school years earlier to attend Bob's conference in Florida. Bob graciously thanks him, establishing an affectionate and collaborative tone.2:50–7:19 · Guest disagreement 0/10 Mastering Systems and Timeless Foundational Principles Bob explains his framework for systems and predictable success in sales. Nathan showcases his background research by quoting Bob's famous answer to journalists asking what is new in the Go-Giver principles.7:19–9:44 · Guest disagreement 0/10 Premium Keynote Pricing and Strategic Self-Publishing Nathan inquires about keynote fees and book deals. Bob openly shares his twenty-thousand-dollar speaking fee and discusses why he self-published his second book to capitalize on direct industry distribution.9:45–12:32 · Guest disagreement 1/10 The Economics of Value and the Go-Giver Mindset Nathan asks how to handle people who give value but go broke. Bob gently reframes the issue, schooling the host on the distinction between price and value and clarifying that giving value is not giving away free work.12:32–15:28 · Guest disagreement 0/10 Book Marketing Strategy and Audience Building Funnel Bob details his promotional funnel across social media, continuous podcast interviews, and his blog. Nathan interjects to break down the exact flow from web traffic to email newsletter subscriptions.15:29–21:53 · Guest disagreement 0/10 Mid-Show Teaser and Community Giveaway Promotion After a brief mid-show promotion, Nathan runs through the Famous Five rapid-fire questions. Bob offers thoughtful reflections on Harry Browne's sales book, Benjamin Franklin's thirteen virtues, and John Allison's leadership.0:30–2:49 · Nathan pushing back 0/10 Introducing Bestselling Author and Speaker Bob Burg Nathan warmly introduces Bob Burg, sharing a personal story about skipping school years earlier to attend Bob's conference in Florida. Bob graciously thanks him, establishing an affectionate and collaborative tone.2:50–7:19 · Nathan pushing back 0/10 Mastering Systems and Timeless Foundational Principles Bob explains his framework for systems and predictable success in sales. Nathan showcases his background research by quoting Bob's famous answer to journalists asking what is new in the Go-Giver principles.7:19–9:44 · Nathan pushing back 0/10 Premium Keynote Pricing and Strategic Self-Publishing Nathan inquires about keynote fees and book deals. Bob openly shares his twenty-thousand-dollar speaking fee and discusses why he self-published his second book to capitalize on direct industry distribution.9:45–12:32 · Nathan pushing back 0/10 The Economics of Value and the Go-Giver Mindset Nathan asks how to handle people who give value but go broke. Bob gently reframes the issue, schooling the host on the distinction between price and value and clarifying that giving value is not giving away free work.12:32–15:28 · Nathan pushing back 1/10 Book Marketing Strategy and Audience Building Funnel Bob details his promotional funnel across social media, continuous podcast interviews, and his blog. Nathan interjects to break down the exact flow from web traffic to email newsletter subscriptions.15:29–21:53 · Nathan pushing back 0/10 Mid-Show Teaser and Community Giveaway Promotion After a brief mid-show promotion, Nathan runs through the Famous Five rapid-fire questions. Bob offers thoughtful reflections on Harry Browne's sales book, Benjamin Franklin's thirteen virtues, and John Allison's leadership.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 87.9% · guest 12.1%0:00 · Nathan 87.9% · guest 12.1%3:00 · Nathan 28.5% · guest 71.5%3:00 · Nathan 28.5% · guest 71.5%6:00 · Nathan 38% · guest 62%6:00 · Nathan 38% · guest 62%9:00 · Nathan 24.3% · guest 75.7%9:00 · Nathan 24.3% · guest 75.7%12:00 · Nathan 33.1% · guest 66.9%12:00 · Nathan 33.1% · guest 66.9%15:00 · Nathan 52.9% · guest 47.1%15:00 · Nathan 52.9% · guest 47.1%18:00 · Nathan 18.9% · guest 81.1%18:00 · Nathan 18.9% · guest 81.1%21:00 · Nathan 55.5% · guest 44.5%21:00 · Nathan 55.5% · guest 44.5%
Sharpest disagreement ▶ 9:36 Bob refutes the premise that giving value leads to going broke

Bob politely but firmly dismisses the common objection raised by Nathan, stating that going broke while trying to be generous means you are not truly delivering market-perceived value.

 Hardest push from Nathan ▶ 14:11 Nathan halts the flow to map out the audience funnel

Nathan interrupts Bob's broad description of his book marketing activities to enforce an orderly, step-by-step breakdown of how traffic converts to email subscribers.

 Biggest teaching moment ▶ 10:30 Bob articulates the fundamental difference between price and value

Bob provides a masterclass lecture explaining that price is purely financial whereas value is the subjective worth determined exclusively in the eye of the customer.

 Nathan holds their own ▶ 4:10 Nathan highlights his preparation on Bob's classic media response

Nathan demonstrates rigorous preparation by asking Bob what was new in his five laws, anticipating and setting up Bob's famous one-word answer: 'Nothing.'
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
Introducing Bestselling Author and Speaker Bob Burg 2100 Nathan warmly introduces Bob Burg, sharing a personal story about skipping school years earlier to attend Bob's conference in Florida. Bob graciously thanks him, establishing an affectionate and collaborative tone.
Mastering Systems and Timeless Foundational Principles 4200 Bob explains his framework for systems and predictable success in sales. Nathan showcases his background research by quoting Bob's famous answer to journalists asking what is new in the Go-Giver principles.
Premium Keynote Pricing and Strategic Self-Publishing 2200 Nathan inquires about keynote fees and book deals. Bob openly shares his twenty-thousand-dollar speaking fee and discusses why he self-published his second book to capitalize on direct industry distribution.
The Economics of Value and the Go-Giver Mindset 2510 Nathan asks how to handle people who give value but go broke. Bob gently reframes the issue, schooling the host on the distinction between price and value and clarifying that giving value is not giving away free work.
Book Marketing Strategy and Audience Building Funnel 3201 Bob details his promotional funnel across social media, continuous podcast interviews, and his blog. Nathan interjects to break down the exact flow from web traffic to email newsletter subscriptions.
Mid-Show Teaser and Community Giveaway Promotion 2300 After a brief mid-show promotion, Nathan runs through the Famous Five rapid-fire questions. Bob offers thoughtful reflections on Harry Browne's sales book, Benjamin Franklin's thirteen virtues, and John Allison's leadership.

Statements from this episode (8)

Assertion Partly supported
Latka: Bob Burg's 'The Go-Giver' Sold Over 1M Copies
“He's co-author of numerous books, including the international bestseller, The Go-Giver, with combined sales of over one million copies in 21 different languages.”
Nathan Latka Feb 25, 2016 ▶ 1:04
Assertion Not checkable as stated
Burg's Agent Sold 'Endless Referrals' to the First Publisher Pitched
“Randy just introduced me to his agent, and his agent liked the book, and took it to the first publisher, actually, that he spoke with, and we got it published.”
Bob Burg Feb 25, 2016 ▶ 5:53
Disclosure
Burg Charges $20,000 Per Keynote Speaking Engagement
“Well, I'm now at 20,000 dollars per talk.”
Bob Burg Feb 25, 2016 ▶ 7:46
Assertion Not publicly verifiable
Burg's First Book 'Endless Referrals' Sold Over 250,000 Copies
“Eventually we'd sell so many of those first books and less referrals well over a quarter million.”
Bob Burg Feb 25, 2016 ▶ 8:32
Insight
Burg: Giving Value Does Not Mean Giving Products Away for Free
“Giving value doesn't mean you just give things away for free. There is a time and place for that. Of course, when we put out information in order to attract people to learn more about what we do by giving them a free chapter or a free video or this, that that'…”
Bob Burg Feb 25, 2016 ▶ 10:06
Assertion Not checkable as stated
Burg Still Does 5 to 7 Weekly Interviews for 'The Go-Giver'
“This book has been out since two, since the winter of 2008, and I continue to do probably five, six, seven interviews a week on this book.”
Bob Burg Feb 25, 2016 ▶ 13:36
Assertion Not checkable as stated
Burg's Combined Email Newsletter Lists Total Over 30,000 Subscribers
“Well, we must have about 30,000, a little over 30,000 altogether through actually a couple of different lists, but basically over 30,000, which isn't as big as a lot of lists.”
Bob Burg Feb 25, 2016 ▶ 15:06
Opinion
Burg Recommends 'The Secret of Selling Anything' for Sales and Psychology
“It is the best book I've ever read when you combine selling with understanding human nature.”
Bob Burg Feb 25, 2016 ▶ 16:56
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