Arvid Kahl Profile picture
May 19, 2021 β€’ 42 tweets β€’ 15 min read
I just launched my second book, The Embedded Entrepreneur. πŸ“šπŸš€πŸ₯³

In this book, you will learn how to:

πŸ”Ž Find your audience
πŸ—Ί Explore their communities
🩺 Discover their problems
πŸ“£ Build a following and a business

embeddedentrepreneur.com

Read on for the full story! πŸ§΅πŸ‘‡
The Embedded Entrepreneur is a book about audiences written with and for an audience. From the start, the book was written in public, because I knew that my future readers were the best source of feedback.

The original title of the book was "Audience First," which got changed to "The Embedded Entrepreneur" after I had a few insightful conversations with my audience.

It all started with a landing page at embeddedentrepreneur.com, where I talked about the main theme of the book, and asked interested readers to tell me about the topics they'd like to see in a book about building (for) audiences. Image courtesy of the talen...
Here is what that long list looked like, fusing my own ideas with suggestions from my future readers. I added almost every suggestion that I received to that list β€” and many were incredibly eye-opening. Lots of topics I might have missed had I not asked. A lot of topics and a lot o...
I can tell you, people love to have an impact on what a book should be about. Over the months of talking about the project, hundreds of interested founders sent me emails with ideas and questions, most of which made it into the book.
I used those questions as a guide to creating the initial outline of the book. On January 1st, 2021, I sat down and started writing the first draft. I finished by February 1st. I wrote 1000-3000 words every day, jumping back and forth through the book.
From there, I immediately took the manuscript and started sharing it with my future readers. Using helpthisbook.com, I started inviting batches of alpha readers to check out and comment on the draft. HelpThisBook.com β€” a tool e...
Overall, more than 500 alpha readers were involved in the editing process. Four drafts were collaboratively edited before the manuscript went for final professional proofreading. Image
With a professional cover (which was also hand-picked by the alpha reader community) and a dozen wonderful illustrations by the great @GraemeCrawley_, this book clearly is a community effort. Without the founder community, this work would not exist. ImageImageImage
The book has 306 pages and contains four parts:

- Audience Discovery
- Audience Exploration
- Problem Discovery
- Audience-Building

Here's a glimpse into the Table of Contents (and a peek at the whole book): ImageImageImage
Each step lays the foundation for the next one. I made each chapter as actionable as possible because this early stage of the business is the most crucial one: validation can't happen soon enough. Embedded Entrepreneurship focused on just that.
In the Audience Discovery chapters, you will learn how to find the people you want to serve and empower with your business. You'll find a 5-step guide to brainstorm a lot of potential audiences, score them, and pick the most lucrative one.
The Audience Exploration chapters will teach you how to then embed yourself in your future audience's communities, learn what they care about and how they communicate.
At this point, you will start doing Problem Discovery. You're hunting for signs of critical problems that you can help solve. You'll learn how to recognize problems in the communities you're already in and how to research them methodically.
Finally, you'll learn how to build an audience. This isn't limited to mere follower numbers. The Audience-Building chapter will introduce you to the concepts of Engagement, Empowerment, & Valuable Content. I share a lot of my experiences using Twitter to build (for) an audience.
The Embedded Entrepreneur is a practical book for people who are ready to take action. If you want to find the audience you will love to serve and empower for many years, get the book today and start reading.
The book is available on Amazon and Gumroad. On Amazon, you'll find a paperback, a hardcover, and a Kindle version. Gumroad offers the eBook, a PDF version, and β€” additionally β€” The Embedded Entrepreneur's Toolkit: 15 actionable spreadsheets and 6 additional guides.
Please visit The Embedded Entrepreneur website to find the best Amazon links for your store.

embeddedentrepreneur.com
Here's the @gumroad page for The Embedded Entrepreneur.

gumroad.com/l/embedded-ent…
If Amazon doesn't carry the print book in your country, you can order it from a book store via this ISBN: 9783982195766. Call up the store, ask them to order the book, and it'll be printed and shipped to the store by @IngramSpark.
An audiobook will be available in the future, too. Once all the kinks are ironed out with the book, production will start. Shouldn't take long this time. I'll be very vocal about progress on this one.
For the first time, I offer additional content. Because this is a practical book that benefits from a data-driven approach, I have created The Embedded Entrepreneur's Toolkit, a collection of 15 actionable spreadsheets and 6 additional guides.

embeddedentrepreneur.com/toolkit/ The toolkit is @Notion -based.
If you have already reviewed the book, either as one of the many alpha readers or as a reviewer, please consider leaving an honest review on Amazon, Goodreads, or Gumroad. It'll give other curious minds a chance to see if the book is for them.

goodreads.com/book/show/5805…
I'll be updating this thread with sales information and other milestones for the next few days and weeks. If you want to know anything in particular, reply and let me know!
And here we have it, the first @gumroad sale within seconds of launching the book: Image
If you want to support me, please like and retweet the first tweet in this thread. I'd love it if you'd let me know what you think of the book as well in a reply or as a quote tweet. It really makes a difference.

Gumroad sales looking good 🀩 Image
Alright, quick sales update after one hour:

45 book sales so far, and with Amazon lagging behind I'd say we are at ~50 copies.

πŸ₯³ ImageImage
Here's a bit more of the story on how this book came to be. Thanks to all the @IndieHackers that made this possible.

indiehackers.com/post/launched-…
So far, 61 sales on Gumroad and 25 on Amazon. Inching ever closer to the big 100 :D
Sales Update: we have crossed 120 sales. πŸ₯°πŸ€©

75 sales ($1200 worth) on @gumroad
45 sales (somewhere around $250) on Amazon

This excludes all paperbacks and hardcovers: they only count once delivered. And I bet there are quite a few of those! ImageImage
Sales Update: 150 sales! πŸš€

100 on Gumroad!
50 on Amazon!
+ mystery amounts of printed books

Wow! 🀯 ImageImage
Now that the launch day is over, I would like to say thank you to everyone who supported me:

For reference, here are the economics of self-publishing a book:

#buildinpublic
We're 72 hours into the life of the book, and 453 bookshelves have gained a little weight :)

Here are the stats one week into the launch!

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More from @arvidkahl

May 28
The biggest mistakes that people starting their professional Twitter journey are

- focusing on the wrong kind of tweets
- lack of decorum
- inconsistent output

Here's why that matters and what to do about it.
Yesterday, I talked about using Twitter lists effectively.

I explain all of this and more in my course.

If want to learn how to use Twitter professionally while being your authentic self, please check out Find your Following.

It's available on Gumroad, Podia, Udemy, & Skillshare.

findyourfollowing.com
Read 4 tweets
May 27
Twitter lists aren't the first thing you think about when it comes to finding new follows, but they should be: there is a treasure of curated lists of experts and stellar accounts just a few clicks away.

Here is how "list expansion" can work for you.
Yesterday, I talked about the risks of buying followers:

I explain all of this and more in my course.

If want to learn how to use Twitter professionally while being your authentic self, please check out Find your Following.

It's available on Gumroad, Podia, Udemy, & Skillshare.

findyourfollowing.com
Read 4 tweets
May 27
Virtual relationships can be complicated, especially when they're not symmetrical: "I know a lot about you, but you don't know me at all."

This becomes a problem at scale, and every audience-builder will run into this issue eventually.

These are parasocial relationships. Image
The result?

Asymmetries. The more we believe we have intimate connections to popular figures, the more we see parasocial relationships, with often dire consequences.

But once you understand what they are, how they happen, and what can be done about them, they're manageable.
It starts with understanding the core problem: people believe that if they know a lot about another person, this person might also (want to) know a lot about them. In the past, actors used to receive a lot of that. "Being a celebrity" is mostly dealing with these relationships.
Read 9 tweets
May 26
Most people know that buying followers is a bad idea because it's forbidden by Twitter.

But there is more to this. Even if you would find a way to buy followers legally, you're ruining your audience with them.

Here is why.
Yesterday, I talked about engaging with your own content.

I explain all of this and more in my course.

If want to learn how to use Twitter professionally while being your authentic self, please check out Find your Following.

It's available on Gumroad, Podia, Udemy, & Skillshare.

findyourfollowing.com
Read 4 tweets
May 25
Just posting smart stuff isn't enough.

Building relationships takes time and many interactions. Use your own content to foster those connections by relentlessly engaging with those who engage with you.
Yesterday, I talked about mentioning others β€” and what to avoid.

I explain all of this and more in my course.

If want to learn how to use Twitter professionally while being your authentic self, please check out Find your Following.

It's available on Gumroad, Podia, Udemy, & Skillshare.

findyourfollowing.com
Read 4 tweets
May 24
Mentioning people on Twitter is an art form.

If you want people to engage with you directly, you'll need to:

- give them a stage
- present an opportunity for them to shine
- be honest and selfless

Here's how.
Yesterday, I talked about mental health and Twitter.

I explain all of this and more in my course.

If want to learn how to use Twitter professionally while being your authentic self, please check out Find your Following.

It's available on Gumroad, Podia, Udemy, & Skillshare.

findyourfollowing.com
Read 4 tweets

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