Eben Pagan interviews Jorge Cruise, who shares his systematic approach to creating bestselling health books by surveying his audience to identify specific pain points. Jorge reveals how he discovered that 80% of people want to lose belly fat specifically, leading to his successful "Belly Fat Cure" book that helps people lose 13 pounds per week.
Eben Interviews Jorge Cruise
How to Research and Create a Bestselling Book -- Jorge Cruise's systematic approach to identifying market demand and creating bestselling books
9–12 Words in Your Subtitle to Convert on Amazon
You have only 9-12 words in your subtitle after your 2-3 word title to convince someone to buy your book on Amazon.
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Write Your Book for TV Producers, Not Your End Customer
Write your book for television producers, not for your end customer, because producers are the gatekeepers who decide what gets media coverage
▶ 25:36
Master Both Content Expertise and Copywriting to Be Heard
Master both your content expertise and copywriting skills, because having the best system means nothing if you can't communicate in a way that causes people to listen
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Books Must Become Bestsellers in the First Seven Days
You have only seven days to make a book a bestseller - if it doesn't launch within the first week, it's not worth pursuing
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Write for TV Producers to Get Media Attention
Write for television producers, not your end customers, because producers are the gatekeepers who decide what gets media attention.
▶ 25:36
How to Research and Create a Bestselling Book -- Jorge Cruise's systematic approach to identifying market demand and creating bestselling books
Ask Where Exactly to Surface Specific Problems
Ask people to be specific about their problems rather than accepting general answers - 80% of people who want to lose weight specifically want to lose belly fat when asked where exactly
Survey Your Email List Before Creating a Product
Survey your existing email list using tools like Survey Monkey to ask specific questions about their exact problems, rather than making assumptions about what they need.
Survey Your List Before Creating Any Product
Survey your existing list before creating any product to understand exactly what people want instead of trying to create demand for something they're not interested in
Master Both Content Expertise and Copywriting to Be Heard
Master both your content expertise and copywriting skills, because having the best system means nothing if you can't communicate in a way that causes people to listen
Six Months and 30 People to Perfect Your Book Title
Spend at least six months working with about 30 people to perfect your title, as it's the most critical element that determines whether your book gets attention.
Launch During Psychological Timing Windows for Your Topic
Launch during specific psychological timing windows when people naturally think about your topic - like January 1st for health and wealth topics.
Write Your Book for TV Producers, Not Your End Customer
Write your book for television producers, not for your end customer, because producers are the gatekeepers who decide what gets media coverage
Time Your Launch to Psychological Waves Like January First
Time your product launches to psychological waves when people naturally think about your topic - like January 1st for health and wealth
Write for TV Producers to Get Media Attention
Write for television producers, not your end customers, because producers are the gatekeepers who decide what gets media attention.
Spend Six Months Perfecting Your Book Title With 30 People
Spend at least six months working with 30 people to perfect your book title, as it's the most important element for success
Books Must Become Bestsellers in the First Seven Days
You have only seven days to make a book a bestseller - if it doesn't launch within the first week, it's not worth pursuing
9–12 Words in Your Subtitle to Convert on Amazon
You have only 9-12 words in your subtitle after your 2-3 word title to convince someone to buy your book on Amazon.
Amazon Subtitle — Only 9-12 Words to Lock In the Sale
Your subtitle on Amazon is critical because you have only 9-12 words after your title to lock in the sale
Great Content Alone Fails Without Communication Skill
if you just are very good at heart health or home decor, but you don't know how to communicate in a way that causes people to listen, even though you may have the best heart health program or the best system to organize your house
Listen to What People Want Instead of Reinventing the Wheel
I think you've got to listen to what people want. I mean, that's an important trick. I mean, why reinvent the wheel and force them to think and buy something that they're not really interested in?
Seven Days to Sell — Knowing What You're Doing Matters
You have seven days. So if you have seven days and you got to sell a lot of books or sell a lot of products within seven days you got to know what you doing.
Concepts
Questions
Canonical Teachings
Jorge Cruise reveals how he uses Survey Monkey to survey his entire email list before creating any product, asking specific questions about exactly what people want rather than trying to create demand. This approach led him to discover that 80% of people wanting to lose weight specifically target belly fat, resulting in his bestselling book concept.
Drawing from lessons learned from Tony Robbins, Jorge explains that books have only seven days to become bestsellers and must be timed to psychological waves when people naturally think about specific topics. For health products, January 1st is optimal, while other topics have different timing windows throughout the year.
Jorge shares insights from working behind the scenes with producers from major shows like Good Morning America and Oprah. He teaches that books should be written for TV producers who are gatekeepers to media coverage, since they have rooms full of submissions and only seconds to decide what gets attention.
Jorge reveals spending six months with 30 people to perfect his three-word title 'Belly Fat Cure' and another month on the subtitle. He emphasizes that book covers work like billboards with only 4 seconds to grab attention, and Amazon subtitles have just 9-12 words to make the sale.
Claim: “Try to create demand for what you want to sell”
Reframe: Survey your audience to discover what they already want, then create that product
Claim: “Write your book for your target customer”
Reframe: Write your book for television producers who are the gatekeepers to media coverage
Business Friendship Model
The counterintuitive friendship-building strategy that can transform your customer relationships and boost conversion rates.
Marketing Communication Gets Customers
Discover why 'lose 20 pounds of belly fat guaranteed' crushes 'get into better shape' every time — and the psychology behind words that make customers buy.
The Right Product
Learn why your product is actually an obstacle to your customer getting what they want, and how to turn that insight into products that practically sell themselves.
Coaching Strategies
Business Frameworks
