Are you interested in creating life-changing income by writing a self-published book?

Welcome to the Million Dollar Book Formula, a proven process created by two best selling authors that have achieved self-publishing success and are ready to teach you how to do it, too!

Ready to Enroll?

We Admit It - Hitting #1 for the First Time Was Exciting

Hello, we’re Richard Fenton and Andrea Waltz, authors of #1 Amazon bestselling book Go for No!® and the creators of the “Million Dollar Book Formula” training program.

Our book became an Amazon bestseller for the first time on New Year’s Eve of 2010. We remember it well, because we were living in a vacation rental in Miami to see if we liked Florida enough to move there. After we saw the book had reached #1, we went out to dinner to celebrate, then we sat on the stone walkway along Collins Avenue and watched fireworks at midnight. It was a great moment we’ll never forget.

(If you’re interested in hearing the full story of how we got our start—including how we lost a big publishing deal that turned out to be the best thing that ever happened—watch this short 5-minute video. We think you’ll find it interesting.)


All you really need to know is…

  • Our book has sold over 400,000 copies to date
  • Reached #1 on Amazon multiple times
  • Has over 1,000 5-star reviews
  • Been translated into nine languages
  • And it’s still selling strong!

Even after eleven years it’s still among the top books in its category. Eleven years!

Here's the Best Part of Our Story...

The best part of our story is that we aren't special! We're normal people, just like you. We had no big starting war-chest or inheritance, and no special connections in publishing. We were simply people with the dream to write a book, start our own business, and take control of our lives.

Most importantly, the success we’ve enjoyed was not the result of chance or luck. We didn’t get hit by a bolt of “success lightning.” What we accomplished is reproducible. We know because we’ve published two more books that have hit #1 and helped others do the same thing.


"I have known Richard Fenton and Andrea Waltz for almost a decade and admired the success and longevity of their book, Go for No!® which inspired me to write a parable of my own. After I finished the rough draft of The Connector’s Way, I asked Richard & Andrea if they’d be willing to read it and get their thoughts. To be honest, I thought the book was finished—all I wanted was confirmation that it was good to go. That isn’t what I got. What I got was much more valuable.

In a one hour recorded teleconference, they gave me three pieces of advice that made a huge difference in the book’s success. I know this because many of the people who have bought the book have made comments about the exact things Richard and Andrea encouraged me to change. And the proof is in the sales. This past year, we sold over 10,000 copies of The Connector’s Way… received 184 reviews on Amazon, 93% of which are 5 Star… and the book has served as the launch-off point for a very lucrative speaking career. I shudder to think about how things might have turned out without their valuable advice.” 

- Patrick Galvin, Author, Speaker

Not All Our Books Were Successful

To be clear—not every book we’ve written has been a success. Far from it. Some of the books we wrote never made it into the top 100, let alone reaching #1—which got us to wondering…

“Why did Go for No!® and several of our other books do so well, while some of our other books do so poorly? So, we decided to do something radical and rented a cabin high in the mountains of Virginia’s Shenandoah Valley for 100 days, with the intent to do nothing but focus on figuring out why some of our books sold, while others didn’t.

Our Big "Ah-Ha" Breakthrough Moment

Our big “ah-ha” moment came when we found ourselves wondering: What if we’ve been going about this book thing all wrong?

What if—instead of studying the way authors and publishers market books—what if we studied how major corporations marketed successful products in general? Companies like Proctor & Gamble and Ford… and Budweiser and Nike. What if we put the book question aside and studied instead how the best of the best create, test, design, market, and built their brands to sell over a long period of time?

When we were done, we discovered 13 specific things… Success Ingredients, if you will… that give any author the greatest chance for the long-term success of their book.

Here’s what was interesting: When we checked the list of the Success Ingredients against the books we’d written, we could see why the successful books went to #1, and why the others had flopped! The result of those three months was this course—the Million Dollar Book Formula!

"Thank you for this fantastic course! It was exactly what I was looking for and a great value for the breadth of material that you covered. I appreciate that you were so open about your many experiences, both good and bad, and that you provided resources and checklists as well as interviews with other successful self-published authors. I highly recommend this course to anyone interested in self-publishing a book."

Testimonial from Rosemary R.
Past Student in Million Dollar Book Formula

Who Is This Course Designed For?

Million Dollar Book Formula is a comprehensive training program that takes participants through every step of the self-publishing process—from the initial book idea to finished, published product, all the way through the book launch and promotion process—to ensure your book has the best chance for success. It is designed for:

  • Speakers / Trainers
  • Authors
  • Coaches / Consultants
  • Entrepreneurs & Infopreneurs

And anyone else who wants to get a book written, become a bestseller, and use their book to grow a business.

It's for Fiction and Established Authors, Too

While the course itself is not about writing fiction, it’s perfect for fiction authors who want to apply their writing skills to a non-fiction, “how to” book to help fund their passion. And, to be clear, Million Dollar Book Formula isn’t only for new authors—it’s also for existing authors who have tried their hand at self-publishing with a previous book but came up short. Just because your last book didn’t reach its potential, doesn’t mean your next book won’t. This course will shine a light on what went wrong the last time and show you the way to do it right for your next book.

Who Is Million Dollar Book Formula Not For?

If you think becoming a successful, bestselling author doesn’t involve time and effort, then this program is not for you. Success doesn’t happen by accident. We’ll provide you with the information you need to be successful, but it will be up to you to apply what we teach you—and then market your butt off. And it will require patience and persistence. If you’re not the stick-to-it type, please don’t take the course.

"Before I took this course I thought I knew what it took to write and publish a successful book, but this course was eye opening and showed me how many of the steps I was missing. When I write and publish my book it will be much more successful because of what I learned from this course and will apply. The course was well worth 10 times what it cost me and if you're serious about writing a book you can't afford not to take it."

Testimonial from Steve L.
Past Student in Million Dollar Book Formula

About The Program...

Delivered in a series of short, step-by-step video training modules—rolled out in small, “doable chunks” over a 6-week period—we will personally teach you…

  • The questions you must ask about your book’s purpose and how to use that to develop your writing and marketing strategy.
  • How to leverage fundamental marketing concepts and apply them to every aspect of your book to have the best chance for success.
  • How to identify which covers will help your book sell, which ones won’t, and the most important details you want inside the book…besides the content itself… to drive more sales!
  • The most important details you must focus on to sell on Amazon and some of the stuff that you shouldn’t be wasting your time on!
  • Which promotion strategies work best for non-fiction books, which to ignore, and our personal, most treasured secrets of book promotion that few people ever do.
  • The mindset you must have for the greatest chances for success and how to employ long-term marketing strategies that don’t have to break your bank.
  • How to transition from a single book to a series and a highly-profitable “brand.”
  • And much, much more!

We’ll also share a self-publishing and marketing technique so powerful we’re launching an entire publishing company around it!

Here's What We're Not Going to Cover...

  • Super-basic things that can be easily Googled and found on your own.
  • A laundry list of worthless marketing tactics that collectively would take you 127 years to execute… and won’t drive sales in the first place.
  • The latest “sleazy hacks” designed to “game the system” for a brief time, then suddenly stop working.

And we won’t be loading you down with a bunch of over-valued, fake bonus items that you don’t want and will probably never use. Our goal isn’t to deliver the most complex self-publishing training program possible, but the fastest and easiest program for authors to implement. It’s designed to teach you the most important things you need to know—things designed to help speed your ability to write and self-publish a successful book that provides the greatest likelihood of achieving long-lasting success and will allow you to grow your business.

"I've just finished Richard and Andrea's Million Dollar Book Formula course , wow so much information and value! They cover all aspects in great detail, so you know exactly what you should be doing to maximize the chances of your 1st 2nd or even 3rd book performing well. From the cover design and headline to creating all the content inside and onto the marketing and promoting your book. I may have to go through it 2 or 3 times as there is so much valuable content I don't want to miss any. I'm just starting on my first book and now feel confident I can complete it and promote it giving it the best chance of success."

Testimonial from Richard E.
Past Student in Million Dollar Book Formula

What's Included in the Program?

The Million Dollar Book Formula program includes everything you need to write and publish an outstanding book (short of us writing it for you, that is).

Complete Online Course

The entire Million Dollar Book Formula course content is available the minute you register—there’s no waiting. 

You can pause, restart, and watch the videos as often as you like.) Also, all modules are available for replay through your course log-in forever!

Million Dollar Book Formula Course Transcripts

Full transcripts of all content covered in the Million Dollar Book Formula are available for ease of learning and concept implementation.

Million Dollar Facebook Community

Want to have your questions answered? As a course participant, you’ll have unlimited access to our private Million Dollar Book Formula graduate community of other authors, who—like you—are building life-changing incomes around problem-solving and motivational self-published books. Just post your questions in the group and we'll get back you within 24 hours with a reply.

Expert Interview Series

A series of high-impact “Expert Interviews” conducted by Richard & Andrea, who know exactly what to ask to elicit cutting-edge secrets from some of the most successful authors and book marketing experts in the world.

This program is a one-time investment of $497.

Ready to Enroll?

From Ray & Jessica Higdon...

“We recently had our book published by Richard Fenton & Andrea Waltz’s new publishing company, Success in 100 Pages, and wow—what a great experience! With their guidance every step of the way and our established platform and audience, our book hit #1 in multiple categories on Amazon—and it’s still a Top 10 bestseller months later. If you need someone to help you write, publish, and market a book, we highly recommend you work with Richard and Andrea. They know what they’re doing.”

Want Proof Our Formula Works?

Of course, you do! Well, consider this: Not only is the formula you’re about to learn the exact process that made Go for No!® a decade-long bestseller, we recently used the formula to launch a book in March 2018 for Ray & Jessica Higdon. And you know what? Their 114-page book went straight to #1 in its category, too!  It even hit #1 on Amazon’s exclusive “movers and shakers” list (and their book is still selling extremely, even several months later.) Simply put, our Million Dollar Book Formula works… and it can work for you, too.

"The Million Dollar Book Formula was 6 weeks of reasonable, practical measures to self-publish my book. It felt like we sat down to Saturday brunch with Richard and Andrea while they shared their most useful tools, experiences, and advice. The material was presented in an orderly progression with humor, candor and warmth. They don't bury you in every tool and option available. I ended the program believing I can do this without drowning in the ocean of all possible options."

Testimonial from Shelley W.
Past Student in Million Dollar Book Formula

Answers to Some Common Questions...

Question: What if I don’t have a killer story to include in my book like you did?

Answer: The thing is, you do. Everybody does! You simply need to know how to “mine it” from your story bank (which we’ll show you how to do inside the course!)

Question: Does my book have to be short for the formula to work?

Answer: No, it doesn’t. Everything you’ll learn in the Million Dollar Book Formula will apply to any length book If you want to write a 200-300-page book, that’s entirely up to you. But we’re pretty sure that once you take the course and see all the evidence, you’ll see why readers (and authors, alike) are moving in the direction of books with shorter page-counts.  

Question: I’m on a budget. How much money does it cost to publish a book?

Answer: As much or as little as you want to spend. A book can be published today for as little as $100, or you can spend thousands. We’ll discuss everything you need to consider inside the course!

This Is the Course We Needed When We Started!

Million Dollar Book Formula is the course we needed when we first started publishing (of course there was no internet at the time) but the basic building blocks for success are the same. We’ll teach you everything you need to know to write a successful book that can not only make money on its own, but also something you can build a life-changing business around.

Our goals in developing this SIX-WEEK program are simply this: To help remove the roadblocks that keep most people from starting, writing and marketing a book, while SIMULTANEOUSLY providing a collection of ideas and information—a road map, if you will— that will help you navigate your way to self-publishing success.

Brief Overview of the Entire Course...

We've broken our "13 Success Ingredient" Million Dollar Book Formula into six modules over six weeks. Here is a look at each week and a brief overview of what you will learn...

Purpose, Problem & Prospect

You’ll learn the major reasons for writing a book and why this ONE ingredient is the key every aspect of success when it comes to writing, publishing and marketing your book. We will discuss how you can get clarity on your book’s purpose (questions to ask) as well as some things you might not have thought of related to your purpose. We’ll cover why your book must solve a problem to sell well and how to identify a “purple problem” to really increase your chances for best-selling success. Learn the five most impactful topic areas a book falls into and the guaranteed formula for book sales failure. We’ll cover creating an ideal reader “avatar” and how to niche down to meet a specific market/need, how to do an “Existing Book Review” on your topic area and more!


You’ll learn the critical connection between your book’s content, reviews, word of mouth, and “viralness.” Why you don’t have to be a “great writer” to write a great book but the few things you absolutely must do. We’ll cover five key types of non-fiction books so you’ll have clarity on your book and how that impacts your overall writing, publishing and marketing plan. Why you must be able to reduce the theme of your book to a single sentence. How to decide what not to put in your book and the mountain of evidence for why “shorter books” are the future. Our best writing secrets including the “question approach” to easily outline and write your book. Why stories and “personality” are important to the success of your book. The need for professionally editing, the 3 primary types of editors and how to know which one you will need.  

Packaging & Pricing

You’ll learn the keys to a good book cover and what you must know to work with a cover designer. We’ll show you the “Four Levels” of book cover performance and do an analysis of great, fair and terrible covers (and why!), how to match your cover image to your topic message, and the 3-second cover messaging test. When and why to use a pen name. The job of your title and sub-title and how to make each the most effective they can be to get attention and sell books. (Plus, analysis of titles that don't work and why!) How to test your book covers and titles to see if they work. How to get a “foreword” and “book blurbs” and who to ask. What you must know as you create the physical book such as trim size and page count. Eight primary factors for determining book price and 3 things you should never consider when setting price. Paperback vs. Kindle vs. Audio Book pricing: how it all works and where your book will fit into each, when to use an “offset” printer and more!

Placement & Promotion

You’ll learn how to make the world’s 2nd biggest search engine (Amazon) work for you and how placing your book “wide” can reduce your chances of becoming a “bestseller.” We cover how to craft a book description that converts “browsers” into “buyers.” How to use the “influence the influencers” strategy with word-for-word scripts for approaching them. Building a “book launch team” who should and should not. Why/if you should use a “reduced-price” launch strategy. Our 90/10 rule of book promotion: how to use media platforms to promote your book and determining the best strategies for you based on your time and money. We will teach you how to build and use an online “media kit” (what goes inside, and what doesn’t). How to get reviews for your book and why, when, and how to promote your book on social media. How to craft your book’s back pages to sell more books for you and you’ll learn the “Top Five Biggest Promotional Mistakes” authors make.

Platform & Partnering

You’ll learn the seven key elements of an author platform and how to get started if you don’t have any of them in place. We’ll cover how to build an email list, creating effective communication with your audience no matter how small (and how to keep it growing!) What you need for a simple but effective author website and building your social media presence (which platforms to be on, why and how to do social media as an author.) We talk about connecting with and building relationships with influencers (giving you a word for word script!) Learn the “partnering” mindset and how to engage in cross promotions. Also, using affiliate marketing as both a platform builder and potential income source, how partnering with others by co-authoring a book is an excellent strategy and more!

Progression, Protection & Persistence

You’ll learn how to use your book as the base for creating “multiple streams” of income, why you must have an audio book version and expanding to other products, courses, webinars, live events and more. We’ll discuss the ten things every author needs to know before publishing a book including things like copyright, trademark, if you need to be a publishing company and more. We will talk about why you need to have different ISBNs for all versions of your book, how to get how to get a 95% discount per ISBN, and a few other legal considerations. Finally, we’ll cover developing a long-term book marketing strategy, which books last the test of time, and what to do if your book simply isn’t selling and more!

Reasons People Don't Get Started...

80% of people say they want to write a book. Sadly, 99% of those people never will. So why do they hesitate? Here are several typical reasons.

  • They don’t know where to start…
  • They don’t know how to market a book…
  • They’re not sure their book will sell…
  • They’re waiting for “one of these days” to come along.

Our course not only shows you how to start, it shows you how to finish—and how to promote and market it once it’s done! And as far as not being sure your book will sell? Well, it’s true—there are no guarantees in life. Then again, it just might sell, like our book did. And if it does it just might change your life.

The fact is, it’s never been easier to self-publish a book. Don’t be one of the people who want to but never do. If you’re waiting for the perfect time, forget it—there is no perfect time for anything. And you might want to consider that “one of these days” might just be now.

You're Just One Short Book Away...

Writing a book made it possible for us to break free from our full-time jobs, launch lucrative careers as professional speakers, and has allowed us to enjoy a lifestyle many people only dream of. Now it’s your turn. Care to join us?

All the best,

Richard & Andrea

P.S. No One Does It Alone! While there was a lot of trial and error involved in our journey, it’s important to note that we didn’t do it alone. Without the many people who shared their ideas and wisdom along the way, we’re not sure we would have made it. Whatever you do, get help. It’s just too hard to do it by yourself. If you don’t take our course, that’s okay. But please get help from someone who has already done it. It’s simply too hard to do it alone.

Ready to Enroll?

If you are finally ready to pursue writing a non-fiction book of your own (it’s never been easier to do by the way!) Million Dollar Book Formula is the perfect opportunity for you.


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