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Lyle McDonald has helped thousands to change their bodies for the better through products, programs and online resources that focus on health, fitness and nutrition. Lyle became interested in sports performance in high school which led him to UCLA to pursue a degree in kinesiology/exercise physiology.  During this time he got involved in competitive cycling and in-line skating which took him deeper into the science and practice of sports performance, nutrition, training, and supplements. His first book, The Ketogenic Diet, was published in 1997 and he has written 10 books since then on various topics of nutrition, fat loss, diet and exercise. Lyle is also a passionate volunteer and advocate for the Austin Humane Shelter and regularly shares his experiences on his website with the shelter and his two rescue dogs Alfie and Norman.

Q:  What inspired you to become an author?

My first book was written back in the 90's; due to my presence online and background I had become a bit of an "expert" on low-carbohydrate diets and set out to write an objective book on the topic, looking at both the pros and cons of such diets.  I actually originally published it through a short-run print house before switching to Vervante and have produced 7 products through them since.

For various reasons, I had become dissatisfied with my short run print company, mainly with having to maintain inventory, pay up front for books and handle the shipping myself.  As print-on-demand services like Vervante offers became more common I researched them heavily and made the switch. 

What I liked most about Vervante was that their setup was easy and they do not charge a setup fee.  They also do not take a percentage of sales like many other companies outside of actual print and shipping costs.  Being able to pay at the end of the month only for products actually sold, plus the fact that they handle returns and reships quickly and easily, sold me. I've never looked back and refer any friends or colleagues looking to get into book publishing without a publisher to Vervante.

Q:  Do you offer digital downloads along with printed products?

I actually do. I had offered digital downloads earlier in my career but became frustrated with piracy so I stopped. Two years ago I started offering them again and am thankful I did. We are moving to a digital age and a majority of my sales are digital only. However, I offer bundles on all of my books where the purchaser can get the hardcopy (for people who want physical books) and the immediately downloadable digital version. I have also recently got into Kindle .epubs and Nook formatted products. So many people are using only phones or tablets, so they need scalable digital files. I really see digital ‘books’ as almost overtaking the physical kind in the future. No need for space, easy to transport, we live in a digital world now.

Q:  What advice would you give to other authors who want to increase exposure and sales?

I am in a different position than most as I’ve been in the field and online for 20 years now. Getting started with writing now is much more difficult, there is much more competition, and it’s a lot harder to stand out.

I have hosted a handful of seminars including in Canada and Ireland, but beyond that I’ve mainly just focused on books themselves. I am lucky that I was on the Internet in 2004, about when it started, so by the time I got around to really writing I was well-known and already had the exposure. Certainly as the Internet grows, my exposure grows by leaps and bounds. Since I focus on nutrition and fat loss books, and given that just about every forum has some type of weight loss related topic, people more or less do my marketing for me.

Writing good content and quality books is the first step, but without marketing you’re a store that nobody can find. YouTube, Facebook and Twitter are more or less mandatory now. Finding folks who are popular bloggers in a niche, who have a following, also helps. Approach them politely and offer to send a book copy for review. If you have an affiliate program make them aware of it. Yes, objectivity can suffer when affiliates are making money off the product but that’s really part and parcel for the Internet now. Even Amazon takes a cut and nobody complains about their business practices. A recent practice is to actually release the whole book or a chapter (usually digitally), for free initially, giving readers a chance to sample it without risk.  If they like it, they will buy it. People are tired of flashy marketing that sells garbage books. Show readers you’re a good writer, don’t just tell them. In the long run that, more than anything, will help with growth. People that like your work tell two friends and they will tell two friends, and so on. In a world dominated by social media, all it takes is for a few people to share your work and it can explode.

Q: What do you wish that someone had told you BEFORE you began publishing books?

My first book was a nightmare since I didn't know what I was doing.  From layout to not getting an ISBN, or realizing how long it took to get them (this was in the mid-90's), my first book's publishing was delayed for reasons that had nothing to do with the writing. To be honest, my first book was such a disaster that I almost gave up on it near the end. After that, trying to write another book gave me anxiety attacks for years. It was all pretty difficult. But that was part of the learning experience and I didn’t have access to resources to help me through all of the problems (again this was the mid-90's).  I had also already been selling my book through a different company to begin with; a lot of the problems were fixed by switching to a better company, Vervante. Now, I mainly try to walk friends/colleagues who are doing their first book through the minefield of potential problems since I think I personally found them all.

The only problem I can recall early on with Vervante was a very old issue with the author interface.  I had some books that never made it to the purchaser but I wasn't aware of it and wasn't able to correct the problem. They really stepped up when they identified the problem. Since that time Vervante has made significant improvements to the author interface and there's nothing I can't check in terms of orders that didn't ship or when I need to put in specific order requests myself. My books are well received, people seem happy with quality of the books and shipping, and that makes me happy.

Five Fun Facts about Lyle

1. Favorite book / author

Robert Sapolsky is the writer I hope to someday be when I grow up.  His ability to take complex scientific concepts and write about them in a fashion that is both non-technical and entertaining is a skill and an art that most science writers lack. He is truly brilliant. I also have a long enjoyment of Robert Anton Wilson, a counterculture author to be sure but reading his work truly gave me a new perspective on not only the world but on how to think about things.

2. What are you reading right now?

I actually just started re-reading Sapolsky’s book Monkeyluv.  I had lent out my copy and never gotten it back. I’m also re-reading The Diamond Age by Neal Stephenson, a 3rd generation cyberpunk and author. I love his work.

3. And when you’re not writing?

I watch a lot of Netflix, I love the ability to watch shows from beginning to end. Video games.  Playing with my dogs. I’m quite the introvert so I tend to be fairly much of a homebody.

4. One thing about you that would surprise people:

That despite my often brash online demeanor, I can actually be the best friend anyone will ever have. I’m just 100% or nothing. A friend I will do anything for. Everyone else...

5. What makes you happy?

When I finally finish editing a book!

You can learn more about Lyle and Body Recomposition at www.bodyrecomposition.com.

Want to boost the value and excitement factor of your products in one simple step? Adding full-color labels that feature your brand to product packaging instantly adds perceived value in the eyes of your customers and lets them know that something special is inside.

Here’s why you need to add this to your products now: For the month of June, we will add your branding to our packaging labels at no charge. All you have to do is send us your logo, choose from the 4 design options, and our graphic design team will create the label for free. This is a limited-time offer, so be sure to request this free graphic design service using one of our templates by June 30 extended to July 15!

Once your labels are designed and ready to go, you can add one to each package we ship for you at only $.30 per label.

Here’s how it works:

• Choose your favorite from the 3x3 full-color templates offered. (shown here)
• Send an email to [email protected] letting us know you want to take advantage of this free graphic design offer.
• Attach a .pdf of your logo to the email
• Our graphic design team will set up your labels AT NO CHARGE.
• We’ll print your labels in full color and add it to each of your shipments for $.30 each.

WANT TO DO IT YOURSELF? You are welcome to provide your own branded labels. Please be sure they are set up no larger than 3x3, multiple up on an 8.5x11 print-ready PDF. The $.30 charge for each label added to shipping packages still applies.

Love this idea, but WANT SOMETHING TRULY ORIGINAL? You got it! Our graphic design team can create a completely custom branded design label for you. Email your ideas to us at [email protected] for a custom quote.

It’s the little extras like this that really make products stand out from the crowd. And for more ideas on creating a memorable experience for your customers, be sure to check out our free expert guide “How to Add Pizzazz to Your Products.”

Remember, this offer only lasts until June 30 July 15 (extended deadline!). We can't wait to get started on your new labels!

If you're ready to learn which products are best for increasing  satisfaction, reducing returns and boosting profits, then you'll love our latest interview with fitness industry expert and author Jonathan Goodman. Jon's business has kept him at the top of best-selling lists and in the media spotlight for years - and allows him the financial freedom to take time away from the office and explore the world. Read on to learn how Jon increased profits by 20% by finding the right mix of products for his target audience.

Creator of the Personal Trainer Development Center (thePTDC) and Viralnomics, Jonathan Goodman has sold tens of thousands of books, training programs, and courses to audiences around the world, as well as featured in Men's Health, Schwarzenegger.com, Muscle & Fitness, and Forbes amongst others. He writes about personal training and enjoys philosophizing and experimenting with new media. Originally from Toronto, Jon loves exercise, hates bad socks, considers himself a key lime pie connoisseur, and spends his winters exploring the world.

Q:  What inspired you to add published products to your business model?  
 
My goal was to establish longevity. I noticed that other people in my market who were initially successful would fade out after a few years; there was no longevity, even if they were very good. I also realized that those who put things out in tangible, physical products were more successful in the long run. Their teachings and products were consumed more, they were taken more seriously, and those products ensured that they enjoyed great word of mouth and a increasing audience as they were passed along. Even though publishing products is expensive superficially, I decided due to those observations, that I would have physical products for everything I do. I want to be relevant in 10 years, and having physical products that last is key for that.
 
My first product was 1K Extra. It’s a premium product for my industry with a higher cost. The first version was priced at 499 dollars and delivered in digital form. However, I was dismayed at the rate of refund requests; it was pretty high for my expectations. When I followed up and did some research into why people were requesting refunds, I found out that many of the people who purchased it, didn’t even look at it before returning.
 
Buyer’s remorse is a funny thing; it’s based more, I believe, on the perception of what people think others will think of them, versus the actual return on investment. Whereas with a physical product, I’ve found, if you design a beautiful product and it looks and feels good to the person who bought it, the refund rate goes way down. Ordering a physical product means there is a wait to receive it, anticipation builds increasing the expectation and enjoyment of receiving the package and ripping the box open. Now there is a much better chance that they will actually look at it and use it.

I now offer both physical and digital versions as pricing strategies to allow me to position the products and pricing differently. For version 2 of 1KExtra we offered a physical product and a digital download and the return rate went way down.  I ended up making about 20% more in profits even with the fulfillment cost because of the decrease in refunds.
 
Q:  You published your first book, “Ignite the Fire,” with CreateSpace. Now most of your products are with Vervante. Why the switch?
 
I did my first book with CreateSpace before I knew info marketing was something I wanted to do. Now, with the variety of multimedia projects my business produces, I like how Vervante can handle all the different types of products in one space and offer the advantage of selling through my site while still having Vervante handle the ordering, fulfillment, and distribution details. Plus Vervante’s customer support is really great – if someone mistakenly makes a double order, they check that it’s correct before fulfilling and charging me for it. Vervante is great, because it allows you to start small with one product, and then work your way up as you add more and more.

Q: Any wisdom to share that you wish you’d known back when you started?
 
Don’t be embarrassed to price your products for what they are worth, especially if you’re in a niche. What you do is worth a lot of money to some people. The first product or program you put out there should have the potential to fundamentally change your business. For most, that means an influx of money to allow you to finally do what you want to do, instead of have to do.
 
Don’t compare yourself with others in your industry or who are doing similar things. I’ve met a lot of people who look great or might be intimidating at first, but in reality no one is perfect.
 
Better design makes a huge difference – when you can make sure you invest in high-quality design. Design communicates the value of what they are getting inside. It can allow you to charge up to twice as much for a product. The perception of quality is often as important as the actual quality of the product itself.
 
It’s worth having a professional proofreader or editor for your products as well. I have an exceptional editor I’ve worked with on all my books and copy editors for grammar and punctuation. They can make a big difference in the quality and perception of expertise that your readers form when using your products.

Don’t forget that you can create products from things you are already doing. I put on three conferences and one of my products, Ultimate Fat Loss Seminar, is a high-quality video and audio recording of those conferences that I turned into a product. 
 
Q: How have Information Products affected your business?
 
Information products have allowed me to create more freedom and longevity in this market. The conventional model of generalities and marketing to the masses favors short-term success. Self-publishing and premium high quality information marketing, which is what I do with Vervante, allows me to focus in on the one thing I have specific expertise in. I don’t care about the mass market, I just know there are 100 or 500 or 1000 people out there that want what I can give them, so I can create it and sell it at a higher price. I think topics that are created to fulfill a specific need for a smaller population is where the future is.

You can learn more about Jon and his products at these sites:

1K Extra: Jon’s premier multimedia course that teaches how to build an efficient and scalable online personal training business has become the go-to resource in his niche.

Ultimate Fat Loss Seminar Home Study Kit: Recorded audio and video from a conference hosted by Jon.

Hiring Trainers: A multimedia course co-produced with Jodi Rumack that teaches gym owners how to find, hire, and train their ideal personal trainer.