Archive for May 24th, 2012

Organizing around a common purpose: YOUR book!

A couple days ago, I wrote a post that was a really a challenge about taking steps to overcome fearprimarily of book marketing, but really of whatever is holding you back from succeeding as big as your wildest dreams.

In that post, I mentioned that I’ve recently gotten involved in a political campaign as a volunteer organizer. In just 2 days, things have moved into high gear! The goal of our jobs, we were told during training, is to organize ourselves out of them. We want to build teams who will take over the responsibility we are right now shouldering on our own: 300 calls a week, 10 new voters registered per week, 3 one-on-one meetings with volunteers per week. For a 15-hour-a-week volunteer job, those are fairly lofty goals.

Perhaps the most encouraging thing about facing this daunting task is the realization that I have a pretty substantial network of solid connections. Not everyone allies with me politically, and there are sometimes delicate paths to tread in terms of keeping my business and personal interests separate. Mostly, I don’t worry about those who disagree with me. If you won’t do business with me because you don’t like my politics, that’s OK – there are plenty of other people out there who do agree with you.

It didn’t grow overnight – it was a process. I built this network organically – adding one person at a time to my personal circle. Adding one friend at a time to Facebook and one follower at a time on Twitter. Many people automate – and there are benefits to automation, to be sure. However, I feel the benefit of an organic following of people whom I have a connection with – even if it’s only a virtual connection – serves me better than focusing on the giant numbers.

How my network is serving me

In thinking about whom I know … and whom they know … and how I might leverage all those connections into substantial numbers for my work on this campaign, I am stunned by the depth and breadth of my circle.

  • First I reached out to my sister – and her work connections. Her company works directly with a segment of our target constituency and could, perhaps, give us direct access to them. I won’t know if I don’t ask, right?
  • Next, I reached out to personal friends via e-mail. My pitch to them was two-fold: (1) get involved personally; and (2) put me in touch with anyone they know who might be interested/willing to help out.
  • After that, I reached out to more distant friends via social media with a similar request.
  • I have a friend who specializes in teaching people to overcome Sales Call Reluctance® – the fear of prospecting. It donned on me today that phone banks and voter registration drives can only succeed if the people doing them are FEARLESS about their outreach. That’s not the case for many who are doing it for the first time – hell, it’s not even the case for me, every time. But that’s why I’m here – to push my own comfort envelope just a little bit further. I reached out to my friend to perhaps do a training for us on this, her area of specialization.
  • I have a friend who’s work keeps her very active with one of our target constituencies, so I asked her to put me in contact with the proper people to start the ball rolling so that we can reach out to them.
  • I have another friend who’s v very actively involved in another segment of our target group. I will reach out to her for prospective volunteers and perhaps some physical space in which to do our phone calling.
  • I’m cherry-picking my social networks to interconnect with the new profiles I am building for my campaign on Facebook, Twitter, and WordPress.

BUT WAIT! This is a marketing blog, not a political blog. So what do any of these things have to do with you?!!??

Well, my darling SBMs*, everything. It has everything to do with you, in that I want you to think about how you can model these ideas, not with politics as your motivator, but with marketing your book or eBook.

How can YOU leverage all the connections you have and then harness their energy to create a fantastic campaign that will help you make big tracks with your book? Whom do you know that you haven’t reached out to for a while?

  • Accept this as a gentle kick in the butt to revitalize connections you may have allowed to wither a bit.
  • Accept this as an invitation to pursue some of the connections you may once have thought had little to do with your business or life.
  • Accept this as the opportunity to celebrate your circle of influence and look for ways to expand it.

In my case, my common purpose is a political campaign for a candidate who generates a lot of enthusiasm.

In your case, YOU and YOUR BOOK are the center of your common purpose. Your desire, your mission, your goal is to bring as many folks together as you possibly can and then watch the magic that springs forth from that connection.

Happy leveraging!

* Savvy Book Marketer


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