Tag Archives for " Kenneth Choo "

Episode 036 – How did Kenneth Choo Manage to Get Full Sponsorship For His Book “Mother Industrialist” (Part III)

In Episode 036, Jack continues his interview with Kenneth Choo - the author of Mother Industrialist based in Singapore about how Kenneth managed to get full sponsorship for producing and publishing his book.  In this part, Kenneth provided great tips to authors looking for sponsorship to set clear goals and strong why, and do whatever it takes to make it happen!  Having the background in sales and the right mindset, Kenneth's success story has inspired a lot of local authors who are in fear of getting their books out.  

This entire interview will consist of 3 episodes. Episode 036 is Part III of my interview with Kenneth.

I am passionate about my book and hence ...

"If I'm so passionate about my book, I will be passionate about my partners, right? So, I will say that approaching these 100 prospects is the same as my marriage. I use this motto - "No expectation equals no disappointment" and I did not set any expectation in anyone in my life. Like for my wife, if I expect something from her, she will likewise expect something from me. Firstly, I would not want to do that.  Secondly, if I were to expect something from her, there could be a flip side called disappointment. And can I handle any disappointment? And I also shared that there must be a strategy and you can visualise it by role-playing. This is another way our publisher has shared with us. From my experience, we have to say out the things we are going to propose to our clients.  As I'm used to role playing, I am able to simulate many possible scenarios pertaining to my client's objections.  Imagine you are calling your sponsor for the first time, your first impression on the phone is very crucial as to whether you are able to secure an appointment."

The Power of Probing

You need to keep on question and being curious like a kid.  Like my daughter, she kept asking why the sun is out and why people are crossing the road.  Basically, she asked a lot of "WHY?" Unfortunately, we have been well trained in school that we should not ask so many questions. But in sales, we need to ask questions and in fact, good questions. I grew with the interest in asking my clients a lot of questions in order to understand them  so that I can propose to them the stuff they need. If I can't provide them with what they need, it's ok and we can still be friends.  You never know whether one day their business model may change and they may have different strategy.  And you may come in again because of your long-term relationship with them.  

Do whatever it takes to make it happen to get your book out!

If you want to get the love of your life, you would do whatever it takes.  But why aren't you doing the same for your business?  Why aren't you doing for something that you wan truly want like getting your book out?  It only shows that this is not the core thing that keeps you passionate. It is not that strong. In such case, I would say not to waste time. I have fellow authors who approached me and asked how I got funding for my book.  My response to them is first thing first, why do they want to do the same?  I asked them why they wanted to get funding for their books. Ironically, some of them have already had their books fully fund by themselves and I asked why they still wanted to explore fundings for their book.  Some of the responses I received are "I want to break even!"  This sounds illogical to me. 

In my case, I did not have the funds for my book and I had to push myself to go out to 100 people to get funding and make it happen. I know I need to get 5 or 10 of these 100 people to say "yes" to me.  I pushed myself and it's very uncomfortable.  I am glad to have the main core group of people who I know for many years.  There may be people who say to me "I will support you and do whatever it takes."  However, when it comes to the actual things, some of them said "No" to me.  Some kept quiet as if nothing happened. So am I disappointed?  Do I get discouraged? No!  Imagine I get discouraged, what would happen to my book?  So you have to have a very strong why to help you achieve what you want.  At the end of the day, I would tell anyone who is listening right now if you don't have the strong desire, you are not doing yourself any good.  

Because my "WHY" is so strong that it keeps me exploring and become creative. My team found all kinds of ways to help me. They are really passionate about me coming up with my book and furthermore, on my book, because it becomes the why, the process is really quick. They believe the story was good and the angle is great. They believe in me and gave me hope that it's possible and finally my book was fully funded."


Want to know more about Kenneth? 
Facebook: ​https://www.facebook.com/motherindustrialist
Twitter: https://twitter.com/mindustrialist
LinkedIn: https://www.linkedin.com/in/authorkennethchoo
Email: kccreativem@gmail.com
Website: http://motherindustrialistbook.com

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Episode 035 – How did Kenneth Choo Manage to Get Full Sponsorship For His Book “Mother Industrialist” (Part II)

In Episode 035, Jack continues his interview with Kenneth Choo - the author of Mother Industrialist based in Singapore about how Kenneth he managed to get full sponsorship for producing and publishing his book and elaborated further the motto - Mindset First and Strategy Second. Having the background in sales and the right mindset, Kenneth's success story has inspired a lot of local authors who are in fear of getting their books out.  

This entire interview will consist of 3 episodes. Episode 035 is Part II of my interview with Kenneth.

What are the fundamentals of my sales training?

"Selling is a day-to-day life. Selling is natural to us. In fact, ever since you are born as a baby, you have already known how to sell. Why? Because all the babies need is to cry, right? So when they cry, they are selling something. They want to request something. And the parent would attend to them.  So basically it's in our natural self. And as we grew up, we went to school. We studied and we need to sell ourselves to the teachers as being a good boy and even for parents, we need to be good so that we will have a bigger Christmas present. These are all natural to us, but people do not classify this as selling but it's a form of us convincing someone to buy our idea, which is the mindset. Like when we grew up into teenage and we liked this lady and we wanted to chase her. What did we need to do?  We need to groom ourselves with good hairstyle and stuff like that. We need to wear nice. We need to talk nicely. And this is a form of marketing ourselves.  We are packaging ourselves and when we approach the lady, we need to ask for the number.  We need to ask for the name.  For all these, you are already taking the first step into selling, i.e. to build relationship."

How did I manage to get "mumpreneurs" as my sponsors

"I need to interview mumpreneurs. I need content for my book. So I have to find the core people and the core people are the people  I need to get their insight of how they perfectly balance their motherhood and business. After I have all the stories and the content, and they are willing to be featured in the book, the next step is to check whether they would be interested to move a bit further to even leverage on my platform because of the value that is being given other than their own stories. There are also other mumpreneurs stories that are going to inspire the readers. And the readers are the target audiences.  The angle I shared with them is that the market is very noisy because everybody is bombarding the parents with a lot of information. But I will be doing workshops and seminars.  I'll be tying up with the parenting clubs. But for you to go to the parenting club,  you may need to spend some money.  So, what if you spend this money with me as an authority in the market?  I'm able to hold workshops, seminars and my target audiences are basically your customers.  So after they read my book, they will know that this partner with Kenneth Choo, the author of Mother Industrialist.  So if Kenneth is working with this partner, he must have trusted this partner a lot."

Why did Kenneth talk to 100 people? 

"My publisher asked me to do up a list of 100 and look at positively 5 of them.  With these 5 people, it's enough to get the book fully funded. So everything can be planned but it's always the strategy behind the mindset.  I like to use analogy like relationship - if you want a girlfriend, would you just go for one? If you go out to 100 ladies, definitely there will be one out of 100 who would say "yes". But the one who says "yes" may not be your cup of tea but it's ok.  

I always like use this analogy to share with people about sales and the mindset and it is also okay when nobody buys your idea and your vision.Just move to the next one. We have 5 million people in Singapore.  Definitely there will be 1 who will buy your idea.  Anyway, you only need 5 who really believes in your vision out of the 5 million people. It's only a matter of where you want to reach out to them.  And that also pulled me back to why I said that your investors, sponsors, advertisers can come from anybody. It is all about how you craft your proposal because a book is just a vehicle. It is how you use it"


Want to know more about Kenneth? 
Facebook: ​https://www.facebook.com/motherindustrialist
Twitter: https://twitter.com/mindustrialist
LinkedIn: https://www.linkedin.com/in/authorkennethchoo
Email: kccreativem@gmail.com
Website: http://motherindustrialistbook.com

Did you like what you heard?

If you liked this podcast, please leave a review on iTunes!  Click here to discover the iTunes page.

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  1. Launch Apple's Podcasts app.
  2. Tap the Search tab.
  3. Enter "Cracking the Entrepreneur Code".
  4. Tap the blue Search key at the bottom right.
  5. Tap the album art for the podcast.
  6. Tap Write a Review at the bottom.

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Episode 034 – How did Kenneth Choo Manage to Get Full Sponsorship For His Book “Mother Industrialist” (Part I)

In Episode 034 Jack has invited Kenneth Choo - the author of Mother Industrialist based in Singapore to share with our audiences how he managed to get full sponsorship for producing and publishing his book.  Having the background in sales and the right mindset, Kenneth's success story has inspired a lot of local authors who are in fear of getting their books out.  

This entire interview will consist of 3 episodes. Episode 034 is Part I of my interview with Kenneth.

Let curiosity kill the cat

"Before I move on to share the tips, maybe let me do a short introduction and Jack is spot on. That was the approach my publisher and I have wanted to have because for a man to write a book about mothers, people would be thinking why a man has decided to write a book about mothers?  That's like the curiosity that kills the cat.  People will be curious.  And recently I did a few talks and the attendees were curious because they saw the heading "Mother Industrialist" and they scrolled all the way down to the speaker's profile and they wonder why it is a man who is writing a book about mothers.  So that is the thing and when I do my talks, my opening will be "I guess all of you must be wondering why a man is writing a book about mothers and talking about mothers creating businesses and all that."

Why Did I Decide to Write The Book - Mother Industrialist?

"I guess the timing was right.  I was a new dad.  So most of my clients are mothers and some of them started their own businesses because they want to spend more time with their children. And I was so honoured because as a new dad I know nothing about it and I get a lot of parenting tips from my mumpreneurs.  Other than tips, because they do businesses. I have clients who sell diapers, milk powders, toys, and strollers. In fact, for me, I was really lucky that I have a lot of diapers samples. Basically, a lot of my baby products were either complimentary or at great discount. So I was really lucky as a new dad, being blessed by all my mumpreneurs with their products.  And at the same time, because for me as a new dad, I do not have someone or maybe my parents who would really share with about their parenting styles.  For us as Asians, our parents hardly shared how to be a parent, and they hardly guide us. They just go by the flow. So for us as new parents, especially in this era where information is all around, where's the best place for the information, and I was lucky I'm in the place where content is there because for a magazine to be out, you need to have credible sources. You need to have specialists and professionals come in to really interview that and put all the content in the magazine. It is unlike internet where anybody can write anything or share their opinion but it may or may not be true or verified. So I was very lucky that I was in that environment, but it's quite weird I would say because for men to really talk to a client, most of them are mothers. I've been talking about "Oh, do you know there's a pre and post-natal topic we are going to talk about and in fact, we are talking about hormonal changes, mothers' thought about breastfeeding, about this and that."  So for me to approach the mothers are quite weird, but because of all the content I have and they know that I'm coming from the magazine background, this is where I'm able to break the ice and because I'm also a new dad. So it made me very vulnerable to them because people love to share, like oh, they are like experts.  Like I'm a parent and I can share with a young parent about my parent style.  So people love that and I will say my relationship with the mumpreneurs group over the years and until now we are friends on Facebook. And thanks to Facebook we watch each other's children grow up over the years." 

How did you manage to get full sponsorship for your book?

The first thing is the mindset because most people have that misconception about sales. No 1 misconception about selling something - they feel that selling is like begging someone to give them something. But what if today I have this Ferrari, and I said this car was used to be $1 million but now with $10,000 you are able to get this at all the performance.  Would you want to get that?  A lot of people would be skeptical by saying "are you sure I am able to get this Ferrari for $10,000 when it costs $1 million?" People don't believe it. So this is skepticism.  Do you believe that even if I put the car in front of you and I say that the car key is for you and you just bring me $10,000 and this car will be yours. Yet, a lot of people are skeptical which is why majority of the people who invest in the program are not succeeding and there are also people like Jack who took the leap of faith to join the program.  Yes, there's a lot of challenges but the mindset is No.1  Regardless of what happened, he will make it.  He would get the book out. read no matter what because he believed in that. The Porsche is there.  The mindset is there.  I'm going to get this out because it's not about getting the book.  It is not about writing the book. It's about getting the book out so that I will be an author who has a message I want to share with other people.  So this is the mindset basically and also the question is "Do you have something that's so valuable to offer? Do you believe in yourself first?  The belief is important and the mindset is important.  When you first joined the program, it has already shown that you have the desire and you believe that you have something to offer.  But that belief is something you feel that you are not up to it because you don't believe in yourself.  A lot of them don't believe in themselves." 


Want to know more about Kenneth? 
Facebook: ​https://www.facebook.com/motherindustrialist
Twitter: https://twitter.com/mindustrialist
LinkedIn: https://www.linkedin.com/in/authorkennethchoo
Email: kccreativem@gmail.com
Website: http://motherindustrialistbook.com

Did you like what you heard?

If you liked this podcast, please leave a review on iTunes!  Click here to discover the iTunes page.

Did you know that Cracking the Entrepreneur Code Podcast Show is on Apple's Podcast app?

  1. Launch Apple's Podcasts app.
  2. Tap the Search tab.
  3. Enter "Cracking the Entrepreneur Code".
  4. Tap the blue Search key at the bottom right.
  5. Tap the album art for the podcast.
  6. Tap Write a Review at the bottom.

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