Why Writing a Book Might Be the Most Profitable Investment You’ll Ever Make

When I wrote my first book, I thought the hard part was over when I typed the last word.
I was wrong.

I’ve done it every way—traditional publishing, co-publishing, and self-publishing. I’ve had the big publisher with the prestige, the co-publisher where I had a little more control, and the totally self-published version where I called every shot.

And here’s the crazy thing: my self-published book has outsold all my other books combined.
Not only that, it’s produced more revenue on the back end than I ever imagined.

We’re talking 150,000 leads, millions of dollars generated from what came after the book, not the book sales themselves.

A book isn’t just a book—it’s an asset class. It’s leverage. It’s a gateway to relationships, opportunities, and growth in every area of life.

The Bar Is Lower, And So Is the Quality

Not everyone should write a book.

And if it feels self-published, or doesn’t lead to action or connection, it may be wasted time.

There has to be a big idea, the nuts and bolts to support the idea, great and compelling stories, and ultimately leaving the reader with hope.

Hope they can do it.

Hope it can make a difference.

Hope for a better perspective, a better life.

When you have a fantastic editor, or follow AJ Harper’s advice in her phenomenal book Write a Must Read, or get feedback along the way, you can create something fantastic, something memorable.

It begins with knowing what to do and what not to do. It begins with you and the team that will support you.

The Publishing Myths Holding People Back

Most people are still stuck in the old publishing playbook:

• You have to get a New York publisher to “make it.”
• The publisher will do all the marketing.
• I don’t have the time or expertise.

Wrong, wrong, and wrong.

This is the reason so many people are stuck, or don’t consider making it happen.  It seems like a unknowable black box that feels complicated, impossible.

I’d gone with one of the biggest publishers for my book 5 Day Weekend, it took 18-months after I was done writing.

With Killing Sacred Cows, co-publishing cut that to nine months, but even then, I spent more time rewriting than writing because I didn’t know the game yet. I didn’t understand the rules.

In today’s world, speed (and quality) matters more than ever. The faster you get from idea to market, the more momentum you have. The slower you move, the more likely someone else will fill that gap, you lose energy and momentum and miss out on money.

That is why I am writing this. To help you get beyond the myths and into movement. To create a movement. To build relationship capital and grow your wealth.

The Freedom of Owning Your IP

Owning your intellectual property is like owning prime real estate—you decide how to use it, when to sell it, and who to rent it to. But unlike real estate, you can replicate it infinitely. It is multi-dimensional and leads to:

• Speaking gigs
• Coaching or consulting offers
• Online courses
• Licensing deals
• Partnerships

IP is superior to many other asset classes. It offers freedom of location, potential tax benefits, and a way to establish human connection that no mutual fund prospectus can match.

Whether you choose to invest in real estate or build a business, IP can enhance both. It’s an amplifier, a relationship builder, and a way to grow not only your wealth but also yourself.

The Death by a Thousand Paper Cuts

When I self-published for the first time, I didn’t know how to distribute the audiobook. I had the wrong cover format for the ebook. I didn’t have an easy way to store or ship the book, causing printing delays.

I didn’t understand how to launch the audiobook to 32 formats with one platform.

I wasted a lot of time (and money), trying to figure it out.  But I did figure it out.

Before I knew better, I paid for PR and full page ads in the Wall Street Journal and New York Times, burning through cash. The PR firm got me radio spots that barely moved the needle as I needlessly spent money.

And even with all those mistakes and misstpes, it was well worth it and changed my life drastically.

You don’t have to make those mistakes, you don’t have to go it alone.

As these mistakes slowed momentum, they became lessons and a passion I wanted to share.

Now, will the processes and knowledge, my last two books launched faster, cleaner, and have been way more profitable.

I learned how to create word of mouth by tapping into communities, podcasts, speeches, and encouraging readers to create study groups (turning one sell into five), and pre-sold 8,750 copies of Money Unmasked before it was even released.

The Four Personality Types Drive Word of Mouth

Understanding how different people engage with content is key to making your book spread beyond your immediate circle. One of the most effective tools for this is drawing on insights from personality frameworks like Myers-Briggs.

Different personality types respond to different aspects of a book:

1. Big Idea Seekers: Visionaries and intuitives who want the “why” behind the work. They’re drawn to paradigm shifts and bold perspectives. This is where your central, transformational concept hooks them.
2. Nuts and Bolts Thinkers: Logical, detail-oriented readers who need to know exactly how to apply your ideas. This is where clear frameworks, actionable steps, and practical strategies win them over.
3. Entertainment Lovers: People who connect through stories, humor, and emotion. They’ll remember and retell your examples, and they make your message more shareable.
4. Hope-Focused Readers: Those who crave inspiration and possibility. They want to believe they can change, improve, and win—and they’ll share your book when it makes them feel that way.

When a book contains all four elements—big idea, nuts and bolts, entertainment, and hope—it naturally appeals to a wider range of personalities. And the wider the appeal, the more word of mouth grows.

By intentionally layering each of these components, you create a book that different personalities not only read, but champion.

Knowing how to engage each type increases your reach, creates word of mouth, and multiplies your impact.

You Don’t Have to Do It Alone

If you have always wanted to write a book, what is stopping you?

Prosperity is not a do-it-yourself game, and neither is creating a masterpiece or a million-dollar book.

If the idea of writing feels overwhelming, I get it. I feared I wasn’t a “real” writer. But with the right team, tools, and framework, the barriers fall away.

Three-quarters of the time it took me to write my early books; I no longer waste. Today, I can record my audiobook and—with one click—distribute it to 32 platforms like Spotify, Target, and Walmart. What took months now takes an afternoon with AI tools like 11 Labs.

What used to be a high bar has been lowered, but so has the standard. The opportunity now is to raise the standard back up—and I’m passionate about guiding others to do it.

From Hidden Potential to a Movement

A book can become a movement. It can reveal hidden potential, create relationships, and build a business model around a mission.

I hit the New York Times bestseller list with just 6,000 people in my database—because I understood how to create word of mouth and strategically partner with Catalysts to expand reach.

Who is incentivized to buy more than one book? How can you tap into existing relationship capital and expand it?

I’ve even gone back and rewritten two of my biggest books to make them more relevant and impactful. Today, I license my most successful book so it can reach new markets and generate ongoing revenue without my constant involvement.

We do judge a book by its cover, and you can make a self-published book look every bit as polished as a traditionally published one. The right design, editing, and positioning can make your book indistinguishable from anything on the bestseller shelves.

If you have something meaningful to share, there are great ways to share it.

Pre-Selling Your Book and Leveraging Bonuses

One of the fastest ways to build momentum for your book is to start selling it before it’s even finished. A well-executed pre-sell campaign not only brings in early revenue but also creates urgency, validates your concept, and builds a community of early champions.

The secret? Make the bonuses as valuable—or even more valuable—than the book itself. These bonuses give people a reason to buy early, talk about the book, and share it with others.

Examples of high-value bonuses:

• Exclusive Trainings or Webinars: Live sessions where you share deeper insights or behind-the-scenes stories.
• Private Community Access: Early access to a mastermind or discussion group where readers can connect.
• Workbooks and Templates: Tools that help implement your concepts right away.
• Special Editions: Signed copies, limited-run covers, or personalized messages.

Bonuses can become the spark that ignites word of mouth because they’re immediately useful and memorable. They also position the book as part of a larger movement—something people want to be part of from the start.

How a Book Builds Connection and Shortens the Sales Cycle

A great book is more than a product—it’s a powerful relationship builder. Readers spend hours with your words, your stories, and your perspective. By the time they finish, they feel like they know you personally.

This depth of connection is something no ad or quick sales call can match.

A book allows you to:

• Shorten the sales cycle by building trust and credibility before you ever speak to a prospect.
• Put your best foot forward by presenting your expertise in its most polished and compelling form.
• Differentiate yourself in a crowded market with a tangible, lasting representation of your ideas.
• Act as a lead magnet that draws in people who resonate with your message and are primed for what comes next.

Think of it as a long-form sales letter that doesn’t feel like a sales letter. It delivers value, builds rapport, and creates a sense of familiarity that makes future business easier and more natural.

It’s high-leverage marketing that works while you sleep—opening doors, starting conversations, and laying the foundation for lasting relationships.

The Framework That Makes It Possible

Creating a million-dollar book is about more than just writing well. It’s about:

Positioning

Knowing your audience and speaking directly to their biggest challenges.

Packaging

A cover, title, and subtitle that make someone stop and pay attention. The saying “Don’t judge a book by its cover” is because people judge a book by its cover, it should represent your best, build your brand, and feel and look published.

Promotion

Creating relationships, joint ventures, and events that fuel word of mouth.

Product Ecosystem

Designing the back end so your book leads naturally into higher-value offers.

Partnerships

Leveraging others’ audiences and credibility.

Lessons from the First Launch

If I could go back, I’d tell myself:

1. Plan the back end before you launch the front end.
2. Control your distribution.
3. Don’t wait for perfect.
4. Leverage momentum.
5. Focus on relationships. They will sell more books than any ad campaign.

Your IP Portfolio Starts Now

You already have gold in your business:

• Frameworks
• Presentations
• Processes
• Stories

Capture it. Package it. Publish it. Promote it.

Your IP isn’t just marketing—it’s an appreciating, income-generating asset that can fund your freedom for decades.

The best time to invest was years ago. The second-best time is right now.

In prosperity,

Garrett Gunderson