Day 22 – The Why of the Goals

I’ve set goals to cover these areas.

  1. Self-Publishing
  2. Marketing Business
  3. Self-Care
  4. Fitness
  5. Reading
  6. Learning

There are family orientated goals as well, but I won’t be posting those online. I’ll keep the online spreadsheet updated with hard numbers as they come in, but I’ll share daily progress in these posts.

Goal 1 – Sell 20,000 Novels

The 20,000 copies goal is mental. When I talk to other indie-authors, the first thing they ask is how I’m going to manage it. A smaller sub-set insist it’s impossible. This worries me but doesn’t slow me down for one specific reason.

Why can’t I sell 20,000 novels this year?

Say I don’t publish the first book until the end of June which only gives me 6 months to sell 20,000 copies.

To hit the goal, I have to sell 110 books every day for 182 days.

That’s a lot, but I don’t know how much of ‘a lot’ that is.

I’m writing in English which means I can sell ebooks through Amazon to the UK, Ireland, USA, Canada, New Zealand and Australia. That’s about 461 million people.

To meet my target this year, I have to sell my books to 0.004% of the population of eligible countries.

I’ve thrown out that statistic a few times and naysayers are quick to point out flaws.

  • Not everyone reads books
  • Not everyone reads ebooks
  • Not everyone uses Amazon
  • Insert more flaws here

I don’t see these as flaws. They are problems to be solved. I’m planning to sell 20,000 books this year. If I don’t, the results and data will tell me where I went wrong and help me build a better plan for next year.

Project – Planet Killer

I only work on one piece of fiction at a time. Maybe that’ll change with experience, but for now, if I work on more than one piece, it’s an exercise in procrastination.

Planet Killer is on its fourth rewrite. I’m editing at the paragraph level making sure that every beat has a motivation (internal or external) for the main character and a believable response from them. This is a guide rather than a rule, but it’s a bloody good one. Entire sections have been taken out because they did nothing for the story.

It’s my first time editing like this. It is difficult learning a new skill but satisfying. I’m aiming to have a readable copy by the end of February to share with my alpha readers.

Goal 2 – Make £30,000 Profit from Marketing Business

I have made more money in previous years, but 2019 is about balance. I want to write fiction and build a solid business in a stress-free environment.

In the past, I’ve grabbed every piece of work that came my way. That killed my writing goals and raised stress levels. I’m avoiding that by focusing the marketing business in three areas.

  1. Online Courses
  2. Fixed Fee Clients
  3. Pay Per Lead Clients

Project – Ultimate Salon Marketing Course

The majority of my marketing clients are in the Beauty Industry, so it makes sense to build my first course aimed at them. Providing an online course brings 3 advantages.

  1. It is an excellent objection handler
  2. It is another income stream
  3. It promotes other services

The most common objection I get from prospective clients is they can’t afford my fees or the advertising spend. This objection is usually from start-ups less than 2 years old. And they’re right. They can’t afford professional internet marketing, but they can’t afford not too either. It’s a catch 22 situation.

An affordable, regularly updated, and comprehensive online marketing course is a perfect option for Salons and Beauty Professionals who have more time than cash flow.

Creating the course is a lot of work upfront and needs updates on a monthly basis to keep it current. When it’s ready, I’ll publish multiple sales funnels to generate sales 24×7 and subscribe students in a dedicated Facebook group to aid their progress. I’m invested in their development because students who go from Time Rich/Cashflow Poor to Time Poor/Cashflow Rich are warm leads for the other services I offer.

Fixed Fee Clients

These clients pay a fixed fee + advertising spend every month for me to bring them leads which include.

  • Bookings
  • Messages
  • Calls
  • Emails

In the past, I used the client’s assets (website, ad accounts, and analytics) but this came with a lot of overhead and stress. Sites would be slow with no clear calls to action. Advertising accounts would be personal versions instead of the business type and analytics, if they were recorded at all, were always untagged. This all increased setup time and clients got frustrated that something they paid for wasn’t bringing them results right away. Now I use a measured, repeatable process when setting up services for Fixed Fee Clients that includes the following.

  • A new website built with WordPress, Astra Pro, and Elementor Pro and custom templates
  • A new Google ad account
  • A new Facebook ad account
  • A new Google Analytics account
  • A new Google Search Console account
  • Online report of the amount of generated leads

If the client has a website, I create the new one under a variant of their primary domain name. For example, I’d use instead of

I’ll meet with the client for 30 minutes twice a month to walk through results and discuss seasonal promotions or upcoming events.

Pay Per Lead Clients

This is a brand spanking new service I’m trialling with a long term Fixed Fee client.

We’ve agreed what constitutes as a lead for his business.

  • Full Name
  • Location
  • Contact Number
  • Email
  • +3 answers to service specific questions

At the end of every month, he’ll pay me an agreed amount for every lead I bring him. And that’s it. I cover the cost of the website, ad spend and supporting software/services needed to generate leads. He only pays for the leads I bring him.

The risk is I’m making a long term investment of time and money into this new service that may not pay off. I could spend 2019 on design, content, SEO, Social Media, direct marketing and paid traffic for no return.

The reward is that if it works as planned, I’ll be feeding leads from a national campaign to a client who will pay for as many as I can bring him.

Big risk. Big reward. That’s why I’m trialling it with only one client.

Goal 3 – Weekends off and 6 Weeks of Holidays

I do not have a great history of making time for the essential things in life. Self-care, family, friends and community.

Too often I’d sacrifice personal time to get one more task done. But there are always tasks to be done, and they’ll still be there after I’ve spent time looking after myself and the relationships with those I love spending time with. Of all the behaviours I’m trying to improve this is the one I have the worst track record with, and it’s why it gets its own goal.

Goal 4 – Finish Dec 19 Portsmouth Marathon

I enjoyed running. It supports and builds my mental health as well as the physical. It’s another of those things I allowed to stop over the last three years of trying to do too many things at once.

Marathons and training for marathons take me to a special place where I get perspective that helps with all aspects of my life. And I’m shite at all other sports, so it’s this or get my jaw wired shut.

Goal 5 – Read 24 Books


I get headaches from binge-watching Netflix, and an always-on connection to my phone messes up my sleep.

Reading chills me out, expands my horizons and satisfies me at a deep level of contentment. Finishing a good book feels good.

Right now I’m reading Keys to Great Writing by Stephen Wilbers and listening too The Road by Cormac McCarthy.

I’ll keep a list below of books I’ve finished and maybe, maybe link through to some kind of review. We’ll see.

Finished Books

  • Growth of the Soil by Knut Hamsun
  • Post Office by Charles Bukowski
  • Metro 2033 by Dmitry Glukhovsky
  • The One Thing by Gary Keller
  • A Hero of Our Time by Mikhail Lermontov

Goal 6 – Complete 12 Marketing Courses

Internet marketing always changes. New platforms, new rules, new algorithms, new behaviours. Always changing.

A vital part of staying current so I can continue to bring as much value as possible to clients (and help me sell my novels) is with excellent quality courses and ongoing education.

This year I’m focusing on the core components.

  • Landing page conversions
  • Google Ads
  • Facebook Ads
  • Analytics

In Progress

  • Landing Page Design & Conversion Rate Optimization


  • Ultimate Google Ads 2018

Wrap up

It’s almost 5pm. I’ve been writing this post all day, but that’s ok. Goals need a reason why they exist and today has been my way of breathing life into these 6 goals. These are no longer arbitrary characters on a spreadsheet. They’re alive with meaning and purpose demanding to be worked on and kicking the shit out of anything that gets in their way.

Focus on your goals. Everything else is just noise.