Bold & Authentic With The Book Man Mike Fallat

 00:06
Mario Dattilo
Hey, welcome to the Mario Dattilo show. I'm your host, Mario Dattilo. I've been investing in mobile home parks and other commercial real estate for years. On this show, we interview some really interesting and successful real estate investors and business owners. We go behind the scenes on how they do what they do. I know you're going to get a ton of value out of this. So stick around until the end. Hey guys, super excited because I've got Mike Fallat here with me today and he is not only an awesome entrepreneur, but he's a Patriot and a good friend. I'm excited to have him on here to give you some nuggets on how he has scaled a pretty awesome business, how he's built up a very impressive network in a short period of time. Overall, we're going to have some fun. So stick around. All right, Mike. 

 00:52
Mario Dattilo
Hey, thanks for being on man. Pleasure to have you. 

 00:55
Mike Fallat
Thanks for having man. I know when we first met, were at the legacy family event. I think it was last year. We started talking about mobile home parks. I found out you are also in that world. The only person I knew who is Intuit like you are, is Chris rude. So I knew a basic understanding. It sounds like you've been in the game for very long and the system very well. That's why I was excited to work with you and get to know you more. We're both serial entrepreneurs and we know the journey. Hopefully the value that I'm able to provide you in this podcast is going to be very valuable for your audience. So thanks for having me, man, 

 01:31
Mario Dattilo
Man, I only bring a players on this show, so I'm confident you're going to bring some serious value. Love it. No pressure, no pressure. Right? All right. Hey, what I want to do is kinda get into Mike's life and I want to point something out. Mike is another guy, a guy that I've met from legacy family, which is Tim brown says mastermind. I've interviewed a couple other people on the show that I've met there as well. This just solidifies the importance of masterminds. I recently joined Mike's mastermind, which is called Mike's inner circle, right? Yeah. I'm fairly new to that group, but it's what I love about his group is it's not only entrepreneurs, but it's like Patriot entrepreneurs. If you can see the video of this, you can see he's got the 1776 up on his wall with the flag and everything and just a passionate Patriot. 

 02:26
Mario Dattilo
That's why I, I love that we, not, that group is made out of not only entrepreneurs, but people who are just passionate about our country and freedom. So super cool. All right. Mike, how how did you get into business and what kind of business are you in? 

 02:41
Mike Fallat
People know me as the book guy, , 

 02:44
Mario Dattilo
Don't start off a. 

 02:45
Mike Fallat
Guy. I don't look like a book guy. If you guys see me, I mean, I even just made a tweet the other day. It said I'm 37 years old and I have a backwards hat, 80% of the time. Yeah. That was the tweets. You know? Like if you think of a book warm or a book writer, you don't think of someone like that. I'm out there riding motorcycles. I love America guns. I'm just the guy who loves absolute freedom. You know, you talk about the patriotism. This country has given me the chance to go from nothing, zero to a seven figure business to create my freedom that I've ever, I've always been searching for it. Like it's given me so much opportunity, so much freedom and just so much happiness. So it's only right to give back. I am known as the book guy in the circles that we're in and I help entrepreneurs all over the world, get their story out of their head down on a piece of paper and then use properly to increase their influence credibility and revenue streams. 

 03:44
Mike Fallat
We've done about 300 and some books from start to finish. Right now, like I just telling you, before we hit record, we have about 35 that's in writing right now. There's probably about 50 in the pipeline at some part of the process. Yeah, we get to work with entrepreneurs, whether they're in mobile, home parks, taxes, financial literacy, increasing your mindset, overcoming obstacles, just working with entrepreneurs in every different industry. And I think that's the exciting part. I get to hear from the great south there. They teach me what they know and I'm able to assist them with their story and then help them use it properly to elevate not only their message, but their brand. 

 04:28
Mario Dattilo
I love it. And, and so most of the guests on my show have been commercial real estate or something around real estate. The reason I wanted Mike to come on is because he understands a few things very well. Number one, he understands how to scale a business, which has transcends any industry. I think you're going to be able to get a lot out of what he's talking about. Him, implement this into whatever business you're including commercial or residential real estate. Also he understands personal brand because what he just said here is crucial. He's not just giving people a platform to pass information. He's giving people the opportunity to build a personal brand and to create influence, which then also elevates their business and provides new opportunities for them. I think that the books, not only Mike are a great way to make money, right? I mean, you can make money selling books, but it's also not just a great way to pass on information, but it's really a great way to position yourself as an expert in an industry. 

 05:29
Mario Dattilo
Can you maybe just talk about what that personal brand can do for you if you are writing a book or just, even if it's not book writing just in general personal brand, what that can do for an entrepreneur? 

 05:45
Mike Fallat
Yeah. Personal branding, I think is the key to having the world provide you what you want rather than you search out what you want. The world provides you, what you want. It's attraction marketing 1 0 1. If you become known for something and whether that is mobile home parks or whether that is taxes or whether that's plumbing, we're working with a guy who is the number one plumber on YouTube, you type in plumbing, he pops up on YouTube. You think of his name, you think of plumbing. Now, if you're out there listening to this, what is the moniker that you want associated with your name? My first book was called dream starter before I even had a personal brand. I just thought, man, I'd love to help people start dreams. All right, let me put a book together called dream starter. That became my go-to name. 

 06:32
Mike Fallat
Oh, Mike he's the dream starter. It was like a cocky approach. Dream starter turned into my Instagram handle, turned into my business name and I started building everything based off of, let me just help people start dreams, their dream business. Well, then I wrote a book called attractive story selling the new moniker I wanted associated with my name was he's the attractive story seller. He will help tell your story in an attractive way. Now my new book coming out called million dollar book. I want Mike Falla to equal. He'll help you create your million dollar book. So what is that moniker? Once you put that out into the world, now, it becomes very easy for you to make decisions on what to do next, what podcasts to create, what apparel line, what businesses that you should invest in and what, which ones you should turn down. 

 07:23
Mike Fallat
When you even know your moniker, you might even realize what type of person you want in your life. You'll be very clear on the circle that you want. Do you want other Patriot entrepreneurs in your circle? Do you want other investors? Do you want to be known as the person who will get the deal done? The lawyer, whatever it is, what's that moniker. If you could put that out there in such a way with such authority, like having a podcast or a book, the world will look at you as the credible expert. There's a great book out there called influence by Robert Cialdini. This is a book that's changed my life. It's one of the 10. I would say it helps you understand a, a term called or phrase social evidence or social proof. The moment you start to put certain things out there and the world sees that you are an Amazon best seller, or you have a book they're going to treat you as the expert because the market is now proven that you are committed enough. 

 08:23
Mike Fallat
Oh, this person buys from you or this market has proven that you're a bestseller. That means I am willing to give you my attention. I'm willing to give you my money in the moment that the market sees that other people are buying from you. It's almost like there's this instant trust. You create this personal brand, when you create a book, you build this reputation that you get things done. You're committed to your craft. If someone were to meet you and then your competitor, will they say, Hey, what, Mario, he is committed. He's been in business for a long time. He has a podcast. He has a book. They're able to check off all these boxes. If you can check off all those mental boxes and your competitor can, you're going to get the deal. You're going to get the respect. You're going to get the attention. 

 09:11
Mike Fallat
And therefore you get the results, 

 09:13
Mario Dattilo
Dude. That's awesome. What, a couple of things that you've mentioned here that I want to point out is you said you define what people know you by. What's the word that you used, 

 09:24
Mike Fallat
Moniker. 

 09:24
Mario Dattilo
Moniker. So you define that moniker. You choose what you want everybody to know you as a net becomes like your brand, your frame, that you are, that everything that you do is, is around so that people are attracted to you because of that moniker. How many started using Monica? All. Alright, so that, that's awesome. Basically what do you want to be known for? Use that and to build your brand around it. Okay. So that's go ahead. 

 09:55
Mike Fallat
Yep. So you nailed it right there. I met with a guy yesterday. He sits down with me and he says, I help people close deals. When it comes to real estate, I'll find the funds. I'll, I'll make it easy for them. I can tell in his voice, he wasn't truly passionate about what he did. He says, I also got another idea for a book. You tell me where I should go, Hey, I want to write a book about parent alienation syndrome. You know what that is? I'm like, I don't even know what that is. I have no idea. I'm like, but tell me about it during his answer. I could tell it in his eyes, I could tell in his voice, he was so committed to getting the world to know about parent alienation syndrome because his wife and I, if you guys don't know what this is, I didn't, it was his wife doing everything in her power to turn the kids away from him. 

 10:39
Mike Fallat
He would look like the bad guy. He wants to share that message with guys. And I said, well, guess what? You just gave the answer of what you should write your book about, because it sounds to me like you want to be known as the parent alienation syndrome solution. Is that right? He said, yes. That's why I want to become in the future. I said, that's exactly where you go with a book. A book is not about getting people to just know you for where you're at. Now. It's about getting to know people, getting other people to know who you want to become. If you're clear on where you want to go, who do you want to become a year from now or five years from now? You can even reverse engineer that and say, man, if I want to make most of my money, where would that come from? 

 11:20
Mike Fallat
If you identify that you reverse engineer it and say, guess what? I can list out lessons and stories on how to get people to where I'm at right now. I become known for who I want to become known for in about a year from now. It's really about reverse engineering, where you want to go and your life becomes easier because people will say, Mario, is this person, oh, Billy is this type of person. If you need someone go to this individual, he wrote the book on it. He's the book writer. When comes to real estate investments, taxes, you become known for it, which means even if they don't read the book, they're going to look at you as the expert in the field way to go. 

 12:05
Mario Dattilo
You're an authority. Now you can, what you're talking about? And, and you used another word that I want to point out. Trust brand personal brand and brand in general is all about trust. There's there is an expectation that the product that you produce is going to be of a certain level of quality or result based on that brand and what you put out. So, and it's, and it's all around trust. Do they trust that you're going to provide them with whatever that is. It could be, any of the industries that you talked about or anything it's about trust. Everything with your brand help is, should be about building trust between who you want to reach and all that. A book, I, I think a book is probably one of the best ways to do that because you're giving them so much information. I mean, you can do it on a podcast. 

 12:59
Mario Dattilo
You can do it in a blog. You can do it in other ways, too. A book is like a paper, hard asset that you can hand them. That just proves that you have enough information to fill a hundred something pages and be an authority, right? So I love that. 

 13:16
Mike Fallat
Well, nobody trusts until they know your backstory, nobody will pay attention to you until you can help them with their life, but they need to know your backstory. Why is a book so powerful because it's your chance to become vulnerable and authentic. If you are able to share a story of you going through a divorce or your first major failure, or you losing money with a tenant and someone out there picks up that book or hears about it on a podcast or watches, you explain that on a video, there's going to be this common ground that just built. I now know you as a person. So there's a bond that's made. There is trust already built. That's not everything. It's just the start of a relationship. If you're able to use the book properly to capture that eyeball for just a second longer than usual, what do you do with that attention? 

 14:05
Mike Fallat
That's what matters. If they get your book and you know that they're interested in this type of material, maybe they find out this one story and then they follow you online. They meet you at a mastermind. It's all strengthening that muscle. It's almost like myelination in your brain. When you practice something long enough, synapses in your brain get very strong. Over time, the more you repeat something, it gets stronger and stronger, same thing with a relationship. The more you build that trust muscle, it's going to make your life and their decision of whether they want you in their life. Much easier. 

 14:41
Mario Dattilo
I do. That's awesome. So, you're have you, at least for me, I don't know about you, but I have at times seen people's content on. I'm just using social media as an example, seeing people's content so much on social media, that when I finally meet them in person, I'm like, I feel like I know them. I have to remind myself like, Hey, wait a minute. No, no. I don't actually know you. I just have experienced so much of your content with so much personality that I feel like I know you. It's a ma it's what you're talking about. You get to open up, you get to be vulnerable. You get to give them not only information about your, about what your expertise is, but about you and your life. That they, they know and trust you. It's just an easier sale when or business relationship when they come to you. 

 15:35
Mario Dattilo
Cause it's like, they feel like they already know you. And, and that's pretty cool. 

 15:41
Mike Fallat
Pre-selling yourself. I'm glad you brought that up. That's great. That's a nugget for the listeners. When you get the presale yourself on a podcast or online, this is all free or within a book, this is all free. You just keep putting it out there. When you meet someone or you get on a zoom call, the deal should technically be done. Maybe there are some details they don't know about your process or how you invest. I, the more I can put a light into the darkness of your life and see behind the curtain and be very sure that I know you as a person, I will now know how you will we're will respond. If things go sour, if things don't work out that way, what type of person are you at your core? If I can clear that up for the audience, my God, it's going to make everything a lot easier. 

 16:27
Mike Fallat
You, there's a great phrase from Jordan Peterson. He says, in order to succeed in this life, you need to win lots of games. How do you win lots of games? You need to be invited to play lots of games. That is our society. There are a lot of people who are not willing to put themselves out there. Therefore they don't know, the market doesn't know what they stand for, what they believe in, which means they're not going to get invited to different investment opportunities to do business with each other, to jump on this jet, to go, to fly to this event. The more I'm able to show that to people, my tribe, my audience knows exactly who I am and maybe not all the time. They invite me to other opportunities, giving me a chance to win more games. 

 17:11
Mario Dattilo
That's huge. Yeah. If they don't know who you are or what you're about, they're never going to invite you. Right. So that's pretty cool. How did you actually get into writing books? Like what's the 32nd to two minute story of how you said I am going to write books for people and actually like set it up. 

 17:32
Mike Fallat
Yeah. 2015, I I've been doing a few of these podcasts. If I kind of repeat myself, I apologize, Mario, you're going to 2008, 2009. I got my real estate license after I read. I'm sure you've read this book. Rich dad, poor dad, right? That's the book that changed my life. Get the interview entrepreneurs over the world. 30, 40% of all the millionaires that I interview will say, rich dad, poor dad is probably a game changer for them. So rich dad board. I read that I was 22, 23. I got my real estate license. I bought my first four unit building started four different businesses. After that major failures, fifth one succeeded. It was a direct to home dog product service. And I was often running. I made a little bit of money. So that's what gave me the idea. Why don't I just jot down some things that I'm doing correct in this business that I didn't do in the first four businesses. 

 18:23
Mike Fallat
That came down to vision simplicity, demand. Now, here I am. Mario only making probably 30, $40,000 a year. The average person's going to say, well, that's not that successful. Well, it was for me, I was making more money than I was spending. When you start a business, that means a whole hell of a lot. It does. I've put that down on a piece of paper. The girl I was dating at the time edited the book for me, we put it up on Amazon. I asked somebody how to do the Amazon bestseller trick. We turned it into a bestseller and I, I thought I would get a lot of excitement on how to start a business. More people were excited about the fact I created a book, so they wanted insight on how I did that. I sat down with a couple individuals, not in Pittsburgh, not in Pennsylvania, where I'm at, but via Facebook and Instagram. 

 19:11
Mike Fallat
I just said, Hey, here's what you need to do. Here's how you should write your first book. This is what I did. Here's how to become an Amazon bestseller. It snowballed from there. I started helping individuals from start to finish. I would interview them say, okay, just tell me your, the lessons. Tell me more about that story. Your grandfather taught you whenever you were riding that tractor, when you were seven years old and the conversation just flowed, I would record it. I would sit down and just start writing for them. 30 days later, I would deliver the book and a bunch of cover designs. We would get the book done, put it up on Amazon, turned into a bestseller and I slowly but surely solved their lives. Change from having a book also. And therefore I scaled it. I have about 15 different writers. Now we've done about 300 books and it's amazing where it has taken us because now it's not just about the book creation. 

 20:02
Mike Fallat
It's the software on the backend. It's the PR on the backend. It's, it's the multiple revenue streams, the memberships, the apparel, all of it can come from a book. And it's only just getting started. It seems like. 

 20:15
Mario Dattilo
That's pretty crazy. I got to ask what's up with the dog businesses that still around, 

 20:21
Mike Fallat
Well, as soon as the book business started to fly, you got to let go of the losers. Right? Right, right. What business started serving me way more than the dog business. 

 20:31
Mario Dattilo
I'll tell ya. You know, I love the transparency. I love that you were clear that there were some failures before the success. I think, a lot of times people see on social media, they just talk to other people in the, and they get the idea that the entrepreneurs who have had success have always been successful and that they've made, they're constantly winners. I think it's important to show that, Hey, look, I had multiple failures, boom. And then one of those, okay. Projects actually turned me on to a completely different industry, which then you took advantage of and ran with. And for me, it's the same thing. I've had some winners and I've had some losers I've lost on some businesses and I've done really well and others. It's, it's that transparency that I love. Also you saw an opportunity that kind of fell in your lap and you just executed on it. 

 21:26
Mario Dattilo
You turned it into a real business that, obviously you've turned into a very scaled business now. So that's super cool. So, you said you have 15 writers. Geez. How does that, I mean, just without getting into the secrets behind the curtain, but how does that actually work? Does somebody sit down? You, you get, you obviously have client lead flow coming in and then from there, you, how do you, how does that work? Like what's kind of the quick flow through that business model. 

 21:57
Mike Fallat
Yeah. I, I have about two to three sales calls per day. I sit down with individuals, I explain my process within 30 minutes via zoom call. If they say yes, then I send an invoice of $5,000. There's a second invoice afterwards, which is another 5,000. They make the deposit of 5,000, the next button down. It says, schedule the interview. They schedule, they get on my, a Calendly link and I'm able to have it all booked out, ready to go. Therefore, the day of the interview, all I need from them is a, as an outline that I provide them. During our call and say, Hey, I'm going to send you this outline. It just says, list the 15 lessons you want to share with your audience. We start with that. I mean, you can even take a step back during the conversation. I will say, can you envision how you're going to use this book once it's done? 

 22:46
Mike Fallat
Can you envision getting on podcasts, speaking gigs, do you really want to create a membership tra or a membership portal or some type of tribe? Yes, yes. Yes. If you can envision that, it's going to be a lot easier for me to do an interview with you. So list out 15 lessons. You want to teach your audience and it could be about mindset. It could be about fitness. It could be about changing your life or overcoming adversity. We've worked with people in every different background. The biggest hiccup for people is they'll say I'm not ready to give people advice. And I will say really well. W w why wouldn't you want to give your advice? Can't you help anybody in this world? Oh, I can definitely help someone. Well, then you are your only limitation to help people get to where you're at, right where you're at. 

 23:32
Mike Fallat
Just start to think of it. Be of service to these individuals, list out lessons that you've learned in your life. Tie that to a specific story. Morial during an interview, just like this for two hours, one day and two hours and other day, I'll just ask them about the lesson sheet. Lesson. Number one is about vision. Mario, tell me more about vision and how'd you learn this lesson. I'll get their thoughts out of their head recorded on zoom out, interject with questions. It's just the Socratic method. If you're a soccer T's fan, and it's just asking questions, you only get good answers when you ask good questions. So I'll ask a lot of questions. Get them to think should be surface level stuff. If you're doing a lot of podcasts and doing a lot of speaking right now, it should be super easy for you. 

 24:17
Mike Fallat
Anyways, we get it all out. I take all this. It's about a four hour zoom call from start to finish. I sent it to a writer. One writer will sit down and watch the interview, listen to it and start writing 110 hours later. This individual is going to deliver about 120 page book, 20 to 25,000 words, which is about an hour and a half to two hour read. There's another reason why we do that. Maura, if you just speak, just keep talking to me. I already know that you're going to talk for about 170 words per minute means I am going to write a book and it, the average is going to read it about 140 words per minute, 135. As long as I keep you talking, I'm going to get so much content that I'll be able to write pretty damn easily about your life, your stories, your lessons, all that. 

 25:08
Mike Fallat
He's counting the words in this entire interview, by the way. It's. Yeah. Once there's data to everything, you look for the data, like, Ooh, there's a trend here. Let me see if I can use this or some for some type of personal gain. But anyway, we write the book. 30 days later, we deliver it over to your inbox. It's a word document. Now it's written, we hope we nail the tonality. Sometimes we miss out on tonality and we go through, we do two edit run-throughs with you, the client, and we fine tune it, get it to your liking. I also help you out with title and subtitle. I also help you out with the cover designs. We give you a lot of options. What's amazing about this process is that when you put the content down on a piece of paper, it becomes easier and easier to come up with a title. 

 25:57
Mike Fallat
You always want to marry the title to the content. You don't want to make the content to the title, create the material, get a title. That's very specific to what you put on that piece of paper. Go to cover design. My designers are able to do a bunch of different options that gives you variety. You pick your favorite cover, fine tune it. You read your own book, fine tune it. You send it back to us. We do a clean edit, clean format upload to Amazon. Amazon will print a book for about three to $4. Here's one right now mastering. The giveaway is a bestseller that we're putting out today. If you guys are watching this live anywhere, mastering, the giveaway is going to be an Amazon bestseller and approximately four to five hours. Anyways, they deliver this book for about three to four bucks. Think about on saying that it's, and now it's time for you to review your own book and see that it's real. 

 26:48
Mike Fallat
Make any adjustments. We put you on the schedule. It will become an Amazon bestseller. As if you're an Amazon bestseller, you're going to have more clout to your name. On a specific day at a specific time, my network, your network will buy the book instantly making you an Amazon best seller by seven or eight o'clock at night and you're off and running. And Mario people think that's the end. That to me, that's the end of the dream starters publishing service, which takes usually about 75 days. But that's the beginning. Now you have this sword, this wrestling belt, this championship use properly. You can create a tribe, a membership, give it away, collect data, voicemail drops, text messages, emails, Hey, you'd like this type of content. You just wait to, I invite into our group and start to share other bits of information that you might need for your journey. 

 27:37
Mike Fallat
As long as I know what you're looking for, I can start to give more and more as time goes on. 

 27:42
Mario Dattilo
Really this is just a marketing, but it's all marketing, big marketing play. You're giving a ton of, you're giving a ton of content, which is going to help these people, but you're also turning it into a, it's a marketing tool for their business. So let me ask you this. What's the hardest thing you do. What's what's like, well, two questions. How much should you charge for your first book that you did? Somebody did. 

 28:05
Mike Fallat
For $7. 

 28:07
Mario Dattilo
And, and you undersold yourself by far and you realize that you go, okay, cool. So that's good. What that shows is that when people realize that their product, whatever they're selling, you get in the market, you see if there's demand and then you start to adjust and you adjust up or down to make sure that the demand equals the price and that's okay. Cool. I think also too, at two grand, it's probably pretty hard to get people to take it super seriously. When you write a check for 10 grand, it's like that price point that says, I've spent real money on this. I'm committed. I'm going to be a really good client years. I'm going to follow directions and I'm going to get great results because I've invested into this. It wasn't just like, a couple of airplane tickets and you just kind of don't think about it. 

 28:57
Mario Dattilo
You've got committed, serious clients. I think that also probably weeds out a lot of clients that maybe don't have the success already. Cause they don't have the finances to just drop 10 GS to write a book. Right? I think it's still very affordable to write a book by the way. 

 29:11
Mike Fallat
Well said, man, there is something to be said about the price points. The market did not know me. I mean, I left out the part where one of the biggest clients that I ever had, his name was Anthony lolli. He messaged me on Instagram and he was a, multi-millionaire one of the biggest names that I've seen on Instagram. Up until that point, he messaged me saying, Hey, it looks like you're the book guy. Can you help me become an Amazon bestseller? Here I am, I was broke in 2016, absolutely broke, struggling. Like you wouldn't even believe didn't have a water at my place for nine months because my pipes broke. I'm trying to just get by and Anthony message me. He said, Hey, can you help me become an Amazon bestseller? I was at a point where I realized my needs did not matter. The market does not care about your need. 

 29:58
Mike Fallat
It cares about your seed as Jim Rowan says. I said to myself, well, how can I get this guy's attention more? I'll just do it for free for you, Anthony. Now, Anthony is a multimillionaire. He obviously gotta pay for anything. I'll do it for free. And so that got his attention. Okay. You come through for me. You're invited out to this book, signing that I'll put together that said, I could have charged money, probably got the sale, but this even the $2,000 sale, it's not about that money right there. Maybe you will keep me alive, but I need to prove to the market that I am worthy. I am worthy of attention. I'm worthy about my, with my word. I had to prove myself to maybe 60, 70 different clients, 70, maybe even 80, almost to a hundred until I got big names. Like Mark Evans called me Chris rude and Joel evangelist and Tyler McBroom and Tony Wadley. 

 30:53
Mike Fallat
I had to prove myself. Then you start to inch up. You start to raise prices, which means now I'm able to hire a team. That means I'm able to focus on what I do best. This is the who, not how approach I started to analyze. Where is my time best spent. I'll best at sales best at the interview, but my time is not best spent. When it comes to the writing. Let me hire writers. Let me hire editors. Let me hire graphic designers. It was amazing how overnight then the product got better. The service got better. I was happier. I was more free giving me more profit that I could go and spend and join masterminds and start the travel more, getting me in rooms with other high performers. It just snowballed and snowballed from there. You can't start off with what you want, right? 

 31:39
Mike Fallat
You can't. I want to charge a hundred thousand dollars for a book, obviously, but the market was not ready. The market didn't know me. You have to see where your value is. Like you have to know that $10,000 is exactly what you just said. It's that perfect. Mark. The most amazing part that I've realized is that the more people spend, the better they are as clients, they get back to you a bit more, right? They respond in a more efficient way. They do better with the book. It makes them make you look even better. Like they are your best allies. If they're not producing results, it doesn't make you look any better, but they're already go getters. These people already have committed. They're committed to their craft and they already have successful businesses, which means they know the game. They're already symbols in their communities. 

 32:27
Mike Fallat
They're already magnets for like-minded people. You start raising prices, you get better clientele and it becomes easier to do what you do best if you will. 

 32:37
Mario Dattilo
That's awesome. Yeah. Ton of good nuggets in there that transcend every single industry. You, you said that you step out, build, show people who you are and what you can do. Don't necessarily expect to make all the money you want to make on the first transaction. Because like you said, nobody knows who you are. They don't know what you can do. You haven't proven yourself yet. You stepped out on faith, you went out and you did something. You proved yourself that got you recognition and opened up the doors to more opportunities. Now you wrote a book by someone who, or for someone who is well-known and then of course he's referring people to you because people are asking him, man, how'd you write a book? His buddies are probably asking and now it opens up the door to now you can start charging what you're really worth. 

 33:23
Mario Dattilo
And that goes for every business. I love it. Also, qualifying your clients to get only serious people. I heard something that stood out to me and it made a lot of sense. What's what's worse. Somebody, somebody pays of money and doesn't get the result for whatever it is. Okay. Or they pay a lot of money and they get that big result that they were going for. Think about that, which is worse. 

 33:58
Mike Fallat
If you mean, if they spend a lot of money and get the bid results. 

 34:01
Mario Dattilo
So, so if they, yeah, so basically what's worse. Somebody gets pays for a product and they just do nothing with it. Okay. Meaning they give you $500 to write a book for them, and then they blow you off and they waste your time. They don't end up actually even finishing the book or it's a super crappy book and they don't even use it. Okay. Or they give you a 10 GS or 20 GS. They come out with a book that's phenomenal and they get great results from it. To me, I would rather not take somebody's money at $500 and have it just be something they blew money on. Because like you said, the results sucks. That reflects you when they've committed big money or more money, when they've committed the right amount of money, then they pushed to get the result that they want. It ends up being better for them. 

 34:53
Mario Dattilo
So who cares about 10 grand? If that, if that book ends up making them, hundreds of thousands or millions of dollars in over time, right? Where you burn $500 of theirs, if you charge them too little, so that commitment actually gets the result and it makes you look better because like you said, they're better clients because of it. So it's really better for them to. 

 35:17
Mike Fallat
Absolutely. I think that I'm only judged by my clients. If my clients are not successful, then why would anybody go with me? Why would anybody pay me money? You have to have the proven model of the perfect client, the perfect avatar, and they have to show results. You can only do so, all right. Like, even if someone were to give me 500 bucks, if you're not going to do anything with it, why would I put you up on a pedestal? Why would they say good things about me? They won't. So, yeah, money, it's amazing how people value it more when they spend more money, you focus on where you put your money is where you put your attention and that's where you see the results. That's why I say to myself all the time, where can I spend money to, to join masterminds? If I can become more clear, more, articulate, more, maybe more, I guess, accessible to other high quality investors. 

 36:13
Mike Fallat
If I could do that, I don't care about the money I spend. I just need to care about the result on the backend, where you put your money. You'll figure out a way to make the most of it. The more money usually yields a better client and most likely a much bigger bang on the backend. 

 36:29
Mario Dattilo
Investment is the key word you used in all that you're looking at. They look at it as an investment. They expect a good return. They're willing to spend more because they expect a great return from it. People who, if you're kind of bottom feeding your product where you're selling it for just as cheap as you can to get the masses there, they're not looking at it as an investment. It's a throwaway product that they're just not going to take seriously. So I, I love that. Excuse me. So, I would say probably, and you, I'm sure you recognize this, but one of the main benefits other than just making money and having fun in your business is the network that you build. I mean, like the way that I look at what you're doing is you're building a network of ultra successful people. People who have something to teach, which means they've been there, done that in some arena. 

 37:22
Mario Dattilo
You're building up this network of people for whatever you go into. I mean, that's impressive, but also you, I kind of see you as like a, as a, a contact maker. I mean, yeah, you're making, you're writing books, but you're meeting all these interesting people. Okay. There's opportunities beyond the book that you can then make connections for. That makes you more valuable, which makes them appreciate you more, which then makes them refer more clients to you and your network grows. It's like this, I'm sure you've kind of seen this already. I'm just kind of looking at it from the outside in, but man, I think what you're doing is transcends even the business that you're in today. I mean, and don't get me wrong. Your business is awesome and growing rapidly. I think what comes from all of this network is like, boom. If you're not watching this on video, I just did the head explosions. 

 38:23
Mario Dattilo
To me, I, I think it's cool and they're paying you to do it. It's like they're paying you to be a part of your network and to, to, to know them, which is cool. 

 38:34
Mike Fallat
Well, I always believe that you're looking for more so for anything then, you're looking for allies more so than even maybe clients like I want to find friends and then do business with them. I think a lot of people out there are looking for the exact same thing. If you're able to be the dot connector, so you make a friend over here and you're just the dot connector. You were being of service to two different people, right? If you just lead with the servant, mind, you now can maybe profit from it financially. What about if it's just the value of your personal brand? Oh man, Mike, he's the guy that changed my life. He put me in touch with Sean and Sean man. He blew my business up, but it never would have happened unless that, unless Mike sent that email. If you lead with that, the opportunity that comes your way is just a match because they're going to say, to themselves at one point or another, who do I want to involve in this project? 

 39:31
Mike Fallat
Who can I involve at, to come on this panel or speak at this event? Well, what, Mike, he has a big network. He has a lot of value and he's connected to me to some amazing people for no reason whatsoever. I want to give back to Mike because he's done that. The more value you're able to provide in addition to just the book creation or marketing or investment opportunities, the more you're able to open up doors for them outside of that, you become a viable person phrase that I've lived by since 2017 is just be valuable to valuable people. I'll get off of an interview with someone. The moment the interview is done, I will say, Hey, I'm going to introduce you to another guy that I know you guys are perfect for each other. Mara, you gotta remember, I'm sitting with these individuals for about four and a half hours. 

 40:19
Mike Fallat
I get to know them very well. I know their personality. I know their stories. Many individuals will break down and cry. They're going to tell me their deepest and darkest secrets sometimes. I will get to know them at their core. I'll say at the very end of the interview, okay, this person is perfect for what you're looking for. Go take a look at what he has to has for, to help entrepreneurs, just like what you're putting together and to have fun. I don't want anything from it. You know, I'm just being of service. I think that increases my value to them. Oh, Hey, share my name out easier. And I think it's more rewarding. I love seeing people do things with other people that I respect. Also. I just love seeing people around me when it just keeps me like motivated. Hey, I was a part of that in some way. 

 41:07
Mike Fallat
It makes me feel good and makes me want to do it more and more. 

 41:10
Mario Dattilo
That's cool. I just wrote that down, by the way, be valuable to valuable people. That's really good. And, and that servant mentality to, to be, to add value to people. I agree. It doesn't, you don't have to expect anything back stuff's coming back no matter what and the best part about, like you said, it feels good to do so. Yeah, you, that's, that's huge. What's the hardest, like what's the hardest thing that you've had to deal with? Like, has there been a time in your business that just something really bad happened that you had to get through? Or has there been kind of that super down point in business for you that maybe people could learn from that maybe going through that time behind the scenes right now? 

 41:57
Mike Fallat
I would say there are two moments in my life that I can recall. 2017 pretty much was the test that's. 

 42:07
Mario Dattilo
When you got that quote. 

 42:08
Mike Fallat
That's when I got that quote. Yeah, that is the truth. I was tested beyond belief financially and I'm $300,000 in debt. I was about to lose my house. My, the girl I was dating at the time she left me because I was broke as a joke, man. I had nobody, this is the starter from zero moment. It, it forced me to dive deeper into who I am as a person, what I really stood for. I was able to confront my shadow. I don't know if you're a call Carl Young fan, but that shadow to, to look into your soul and see what you're really made of. It helped me understand that I really need to put myself out there politically. I needed to really get eyeballs in a different way. I needed to become a different version of myself. I needed to dress differently. I needed to speak more coherently. 

 42:55
Mike Fallat
I needed to become a whole different man. 2020 was another test because 2020, right around March or yeah, right around then we had one revenue stream and that was just books. It showed me that I needed more than one revenue stream. That looking into the mirror of, I can't believe I'm about to lose my business again. How is this possible? I thought I was successful for two and a half years. Well, it showed me that I was weak in certain parts of my business. I didn't have recurring revenue. I did not have these certain allies that could put me in touch with these investments when I need it. I didn't know the right people and I didn't have the money coming in. It forced me to level up within about six months, I increased my revenue streams, probably maybe six or seven revenue streams by the end of the year. 

 43:42
Mike Fallat
All right. I don't want to put money into a credit card processing. Okay. I'm going to put money over here. I'm going to create another side of the business world. We'll do press releases for our clients. I'm going to now create a magazine. I'm going to get more attention by interviewing celebrities for my magazine because they don't have anywhere to be. Like, it just forced me to go into overdrive of create multiple revenue streams. I look at all these really dark periods as the greatest thing that ever could have happened to me. Now, I confronted the shadow of my soul. I figured out who I was, what was it worth for me to keep this journey going? I figured out in 2020, if I could just be a man of multiple revenue streams, then I have true freedom, nothing scares me anymore. Any type of recession, any type of activity in society, nothing's going to scare me. 

 44:28
Mike Fallat
You're going to say that this guy is going to get into the office. Okay. That's not going to make me afraid. I'm going to use that as fuel to just keep creating and multiplying my money. And that's what it's done ever since. 

 44:40
Mario Dattilo
Well, few things there, you took hard times and use that to push you into success and into solving those problems, which actually made your business more successful. I love, I don't know if you're familiar with ed, my lab, but one of my favorite podcasts. He always says things, these things happen for me and not to me. So, these, this stuff has happened on for your benefit, really? And, and if you look at it that way, you don't get that victim mentality, you get the victim mentality and you take that and you just use it to explode whatever you're doing. A couple of things you said you wanted to talk, you wanted to be able to speak more clearly, but I feel like you've got a pretty good vocabulary. I've noticed that in talking to you and a lot of that, I'm sure comes with reading. 

 45:30
Mario Dattilo
I mean, you're constantly reading all day, right? I mean, your vocabulary is like actually very good. Do you think, do you attribute that to, to reading and writing a lot? 

 45:42
Mike Fallat
I would say that it came from putting myself out on video, more so than anything else. If there's a, if there's a hack that I could provide anybody listening, it's record yourself doing anything, whether it's on video or via a podcast material, it doesn't matter. The moment you start to see yourself or hear yourself consistently, you start to notice where you're weak and you start to focus on that and refine it over and over. I will do zoom calls with individuals. If I stutter or mess up in any way, it'll bug me later on that day that I gotta clear that up for next zoom call. Now nobody's going to see this zoom call except for my writers, but it's always a test for me to just keep getting better and better. I look at all my heroes, Jordan Peterson, ed, my lead, Mark Evans and all these into other individuals. 

 46:36
Mike Fallat
I look at them when they're up on stage or in a podcast or in a meeting, they're very clear. They're very concise. Nobody will remember you if you're confusing, if you confuse anybody, you're, they're not gonna like let it sink into their brain, that what you stand for, who you are. The more clear you are, the more you keep things simple, the more you remembered. I would say that my recording myself over and over it helped me understand how I could get better and be a better version of myself tomorrow than I am today. The more articulate you get, the more you can like clarify your solutions to the audience. I posted something on Facebook the other day, and it got a lot of likes. Your level of income is directly tied to how you articulate your solution. The moment you realized that you focus on becoming a better communicator in relationships with your business partners, with your team and the results will show from it, 

 47:37
Mario Dattilo
Dude, that's deep. You're basically you're tweaking your communication style and how you communicate by listening to yourself and making note of that and then working on improving it. I don't think I've ever talked to anybody that's that says that they actually have done that. And I think that's super cool. That's a really good hack. Actually. I'm going to start doing that, need to go back and watch these podcasts and start making notes at 27 seconds. You said three times. I think, I think that shows, I mean, I agree. I articulate communication helps and there's no question about that. So that's pretty cool. I got to throw in at the end here wrapping up, but politics, like, 

 48:21
Mike Fallat
I mean, 

 48:24
Mario Dattilo
Obviously we're both in agreement clearly on politics, but and I want to get less into the details of who you'd vote for Trump or, anything like that. What I want to know is how did you get comfortable? You mentioned in 2017 that you kind of recognized you had to just be more bold or be clear about who you were and you mentioned politics, how is that? How did you number one, decide to just come out and be more bold and make that part of your brand? Cause I feel like that is part of your brand, obviously with your backdrop on the screen, but also, how has that affected either your clientele or how has that either positively affected what you do? 

 49:13
Mike Fallat
Well, I stopped doing things that. 

 49:16
Mario Dattilo
The way, by the way, Mike is a super lib socialist level. Now I'm just getting out the interview. Now he's getting off early. He's giving me the middle finger. He's walking away. 

 49:32
Mike Fallat
What I think with our stats are probably going to jump up more and more. If we say that we're liberal. Let's just say we're liberal, super we're shared more on YouTube. 

 49:41
Mario Dattilo
That's right. Sorry to cut you off. I had to throw that in. 

 49:46
Mike Fallat
Well, I stopped doing things that made me feel weak. All right. I mean, I learned that from Jordan Peterson later on, but when I would limit myself and not put out what I really felt I'd feel like ashamed. I feel like I'm not really being my full self. I don't know if that's natural for everybody, but I'm a Leo I'm born in August. I'm a shorter guy. I need to be heard and felt in that room if you will. I kept telling my CEO that's right. I kept telling myself, I need to do stuff that makes me feel like I'm really being made. I started putting out my true beliefs, when it comes to politics, my social circle and people around me, friends and family were just appalled. They were shocked. It's crazy though, that I felt better and I started getting better clients. Hey Mike, I see what you're posting. 

 50:40
Mike Fallat
I love what you're putting out there. I wish I could say that type of stuff. I really like your, your material. I started building my tribe from politics. I think my attention started to stem from the sex appeal. I was putting out there with books. I had a lot of models early on and I would hire Instagram models. 

 51:00
Mario Dattilo
Serious. 

 51:01
Mike Fallat
Yeah. 

 51:02
Mario Dattilo
I thought you're joking about the sex appeal with bono. 

 51:05
Mike Fallat
And my sixth. Six-year-old the brand sex appeal. I got a lot of attention in 2017. Cause that was right around the breakup stage. I hired a bunch of Instagram models to be a part of my Instagram posting. The way I correlated the message between models and books was your stories, the most attractive part about you. I started giving women, my women, clients like Steve Madden pumps. Hey, thanks for doing a book with us. Here's some free shoes, Mario. I was trying everything and I also started to get way more political. My clients started to boost up in that category. Also, most of the people that were signing on to do books love this country supported. Trump started to believe more in the, the capitalistic way. I, I was rewarded financially, mentally, spiritually, physically. I mean, I was around now people who I loved talking business with talking about the economy I started getting smarter. 

 52:04
Mike Fallat
I do, I was doing more research. The more information I was able to acquire, I was able to hold better conversations with people. Oh, I know what's happening with George Soros. Oh, I know what's happening over here in this part of the world. Oh yeah. That's why they would do that government program. That makes a lot of sense. I started to see how the world worked. I guess my IQ, when it comes to that has only helped me financially with business, but by finding the right people in my life, if I'm able to communicate to the world, Hey, I know what's going on. This is what I feel is happening. This is what I should have seen. If you don't like what I'm saying, you're probably not going to follow me. Which means I'm on automatically deterring the people that I don't want in my life. 

 52:47
Mike Fallat
I. 

 52:47
Mario Dattilo
Only gonna report you to Facebook. I've been. 

 52:50
Mike Fallat
Imported probably today, but you're more Mario. You are only as strong as your circle. That's how the inner circle was created. Create Patriot entrepreneurs that do business with each other. If you could just get away from the people who have the victim mindset or don't think on your level, then your life will be easier. As long as I keep putting myself out there in the most authentic way and not hide anything, then I'll find the right people to do great things together with. 

 53:18
Mario Dattilo
Dude. That's good because it also is operating in the mindset of abundance of mindset, because you're not worried about losing clients that fall under a different mindset. You're focused on who you are and you know that's going to attract, you use the word tribe. You're going to create a tribe of people who all think like you. Doing business with them is more fun. It's you're in alignment on pretty much everything that you're talking about. You're okay with losing some friends, losing some contacts and potentially clients by just being bold about who you are. And I, I think that's awesome, man. 

 53:56
Mike Fallat
It's just a touch on that. I'm in the abundance mindset. Now. I'm not playing defense. I'm on offense. I'm going to be me all the way. If I lose people from my life, I didn't lose. I gained. I'm telling you the moment you start to realize that every loss is a potential, much bigger gain, then you're not afraid. So you're not desperate anymore. People who are desperate will say what they need to say to get liked. When people who are confident and happy and they have a lot of gratitude, they just be themselves. You will always chase away what you want when you're desperate, but you always attract what you really want. If you are full of gratitude, I don't need that to be happy. I already have the happiness and the gratitude. It's amazing how energy starts coming your way. As long as you are not in a state of lack, 

 54:41
Mario Dattilo
Man, that's a good way to end off the conversation with the super strong nugget there. I think this discussion has been super valuable, Mike, and I think everybody got, I, I've got, I'm showing my sheet of paper here. I've got notes that I'm taking during this conversation that I'm going to go run with. I really appreciate you being on today. So, number one, if you're gonna write a book, everybody give Mike a call. No, that's a shameless plug. I don't care. I want Mike to do more business. I think you will get the best you can possibly get from him. How, Hey Mike, how can people get ahold of you to do a book or just network with here? Whatever. 

 55:22
Mike Fallat
Probably the best way is dream starters, publishing.com. You can just schedule a time to, do a zoom call with me right at the top of the website page. You could just check that out, schedule a time and we'll go from there. Or you can go to million dollar book pro.com. I'm going to be releasing my new book. You could see exactly how we do things and get an example of a book and maybe even know more about me. You feel more comfortable doing this may. So those are the two best ways. When it comes to social media at the dream starter on Instagram, the best I would say resume. You want to get a snapshot of who I am as a person, just go to my Instagram. You're either going to love me or hate me. 

 56:01
Mario Dattilo
That's it. I was just going to say that you're either going to love them or you're going to hate them from what you see, but all right, Mike, Hey, thanks again for being on. Hey guys, I'll see you on the next episode. Thanks for listening. I hope you got out of this as much as I did. I'd really appreciate it. If you could leave a five-star review so we can reach more people jump over to Mario, to tillo.net and find out what else I got going on. Be sure to connect with me on all the socials and I'll see you on next week show.