Joel Friedlander: At 62 Years Old Launches Book Design Blog, Earns $46,000 Pay Days, Makes Writer’s Digest “Top 10” And So Much More!

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In 2010, at 62 years old, Joel Friedlander decided to get back into the industry he left many years prior – independent book publishing.

He started a blog, The Book Designer, which focuses on elements of book design like spacing, margin, typography and layout. In the same year he enrolled in my Blog Mastermind program.

Joel’s results since then are nothing less than spectacular. Here’s a sample from the email he sent me –

“I went through Blog Mastermind in 2010, and it taught me just about everything I needed to know to get my blog up and running quickly. At the time I was 62 and, although technologically competent, new to the world of blogging.

Your course put me on track to build the biggest authority blog in my niche (independent book publishing), get speaking engagements all over the country, skyrocketed the prices for my services and consulting, and eventually spun off a highly profitable e-commerce site in 2013, with another one coming in 2014.

My blog has consistently been voted one of the best in its field, I was named “one of the 10 publishing pros to follow online” in 2014 by Writer’s Digest, and many other kudos. A couple of weeks ago I ran an affiliate promotion from my blog that grossed $33k in about 5 days. And it all started with Blog Mastermind.”

As you will hear Joel explain during our interview, he’s done launch campaigns that have made from $33,000 to $46,000 in just five days, he has raised his consulting fee from $75 to $350 an hour, created a successful e-commerce site that sells book design templates and so much more.

How Joel Grew His Blog And Income

In the interview Joel explains what things he did to grow his blog, including how he applied the “controversy” technique to get the attention of Chris Brogan and how he applied pillar content formats to build up his blog.

He also explains what tools he uses to manage his blog and email lists, whom he hired to help with technology and how he currently makes money with his blog.

There’s a lot to learn from this case study. For me, this was one of the most gratifying interviews to do because Joel actually implemented nearly everything that I lay out in my program. That’s a rare thing, and I’m so glad he has been richly rewarded for all of his hard work.

I hope you are inspired by Joel’s story and feel your own blog success story is just around the corner.

Talk to you soon,

Yaro Starak

Relevant Links

[ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ]

About Yaro

Yaro Starak is the author of the Blog Profits Blueprint, a report you can download instantly to learn how to make $10,000 a month, from only blogging 2 hours per day. You can find Yaro on Facebook, Twitter and .

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  • Thanks for this interview! I could not access the transcript. Am I missing something?

    • It’s coming soon Doug, my transcriber is still working on it. I should have it added to this post by next week.


  • Dennis

    Yaro is it time to promote your blog editor into a book editor position?

    Repurpose and organize all your great blog content into book format and work with Joel to get it published? It would be a huge undertaking but it would open up your expertise to the mainstream audience.

    Push your limits while you’re still young, do the talk show circuit, public speaking circuit, consult with large corportations on their social media campaigns of which content marketing (blogging) would be the core.

    When you’re older and worn out, when the passion fades you can return to the 2 hour work day model.

    • Hi Dennis,

      I actually have a book in the works now with a friend helping me edit it – Neroli – who was one of the most popular writers who used to contribute to EJ.

      At the moment my own focus is to get my main teaching course Blog Mastermind up and running again since people keep asking for it.


      • Dennis

        Good to hear on both counts.

        I think it was Yoda that once said, “Six months of creativity and passion does not a business make. Perseverance young Skywalker, perseverance.”

        Once you seek beyond the blogoshpere echo chamber you come across that other P word.

      • Kee Sitt

        Hey Yaro,

        Glad to hear that blog mastermind is in the works again. Been trying to access the site to sign up to put on the waiting list but the site seems to be down.

        Do advice if there is an alternative way to get on the waiting list.


  • Awesome timing for you to send this out now because I’m just starting to write my first book, entitled FUSION – An Awesomeistically Fabularious Trio-logical Synergy of Invention, Design and Funky Sci-Fi! So I will check out The Book designer for tips etc. Also I’ll be interested in your Blog mastermind course too because your membership mastermind course was great! Thanks Yaro!

  • Woow !!! this is just awesome and so inspiring !
    Thank you very much both of you.

  • I don’t know these youngsters starting Blogs. I’m 65 and started mine recently. Thanks for the interview It really is worth reading and so much so that I’ve downloaded the mp3 so that I can go through it again.

    Many thanks
    keep up the good work

  • This is a great success story! So many aspects of it are food for thought for anyone beginning or growing in their entrepreneurial business.

    Joel and Yaro touched on something so crucial, which is the idea of investing in yourself. I find it a bit funny – sad funny – that many dream about creating a blog or an online business of some sort and struggle even with the concept of paying for training or coaching. I can understand if they are looking just for a small hobby, not a successful business. But beyond survival mode financial decision, professional results require professional investment- time and money.

    For a moment think of other professions – doctors, attorneys, even plumbers. Joel spoke about charging more per hour now than most attorneys – yet attorneys spend a fortune on their education before getting that diploma and passing (hopefully) the bar.

    When you are serious about your path, you must invest in it. Energetically, as you invest in yourself not only do your skills improve, but so does your belief thus opening the gateway to more flow and abundance.

    There is also a type of reciprocity I’ve found between my investments in myself and by business, and my clients investments in my services. Each time I take a leap in what I commit to for my own education and growth, it seems to open a door to greater opportunities for incoming business, even before I’ve completed or sometimes even begun the newest training.

    I really loved this interview and am excited to go discover Joels blog!


    • Great point Deborah. I find it amazing how often when I am working hard to service my members more sales come in. It’s almost like the energy of output attracts people to you. That or my previous output is paying dividends at the timing just happens to be exactly when I am working.

      Thanks for your comment!


      • You are most welcome Yaro. I’m excited to have discovered your blog and get to know you.


  • This is a very inspiring story. What I liked a lot about it is the fact that he was 62 years old when he started his online business journey. I am still young and sometimes I get a lack of motivation to scale my online business…
    Thank you Joel! Your story is an example to follow.
    And Thank you Yaro for sharing it 😉

  • […] the report, they start receiving a series of emails she’s set up to promote her academy. Joel Friedlander, who runs, uses a free guide about self-publishing as his opt-in offer and […]

  • Another great interview! Thanks, and what a super inspiring story too!!

  • This proves that it is never late to change and especially to do what we like. What an example of success!

  • Wowww!!! Joel’s story is so inspirational.. Can’t wait to signup for this course.

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