Listen to this lesson (5:53)
[audio:http://commondatastorage.googleapis.com/authorcartel/Rule%202.12%20-%20three%20ingredients.mp3]If you want to build a Cartel, you only need to rely on one thing: the power of generosity to turn friends into allies.
Photo by Nikkorz
You don’t have to be tremendously outgoing or charismatic to build a Cartel. You don’t have to sell out or pay a publicist thousands of dollars. If you want to develop long lasting, trust relationships, just help people.
For example, let’s say you want to sell your book in bookstores. First, you introduce yourself to the owner. Say, “I’m a local author. I know it’s not easy to run a bookstore these days. How can I help you with your business?” Perhaps you can host an event at his bookstore or mention the bookstore on your blog. Afterward, give him a free copy of your book and ask for his feedback. Then, once you’ve become his a friend and ally, you probably won’t even have to ask him to sell your book. He’ll do it all on his own. That’s what friends do.
If you want your book to get some publicity, make friends with a blogger who reviews books similar to yours. Say, “I’m a thriller author. I know book review blogs like yours need all the exposure they can get. How can I help you?” Maybe you can interview her on your blog, write a guest post, or share her reviews on Twitter and Facebook. After you’ve become her friend and ally, ask her if she would be willing to review your book on her blog.
3 Essential Ingredients
Notice I used the word ally above. Before you ask influencers to become your ally, you have to show them you’re willing to be theirs. The secret to networking is to give more than you receive. Not only is this more effective than hard-selling, you don’t feel like a sleezeball doing it.
Here are three steps to getting influential people to help you:
1. Do Favors
When building your Cartel, you always need to ask, “What does this person need? How can I help?” The first step in creating an ally is to show them you care about them by solving one of their problems.
This is why I decided to start Story Cartel. I saw that people needed more reviews on their books, and I realized I had a system that could help.
In The Godfather, Vito Corleone is loved because when his friends have a problem, he solves it for them (he’s feared because sometimes he solves those problems by killing people).
The surprising truth is that the most successful people are the people who solve the most problems. Life rewards the generous.
2. Focus on Relationship
Imagine you’re moving to a new house. You packed up all your stuff in boxes. You rented a moving truck. Now, you need a few people to help you move. Who are you going to ask? Your friend of three years or the guy you just met at a dinner party?
Don’t ask strangers for favors. They will probably ignore you. Before you can build a Cartel, you need to build a relationship based on trust. Give before you take. Seek to understand before you explain. And before you ask, listen.
3. Ask for Help
The best part about living generously is that when you ask, you will be surprised and even overwhelmed by who is willing to help. Sometimes people will say no, and that’s fine. If you have low expectations, you will never offend anyone. And the truth is, more often than not, people want to help, they just don’t know how. They may not have money to give, but they’re willing to spend some time doing a favor. They may not have time, but they can give good advice.
Another tip: It’s always better asking people to help others rather than yourself. Let’s say Tim is publishing a memoir about his experience being abused as a child. He could ask say, “Will you help me sell more copies by sharing the news about the book launch on Twitter?” But it would be much more effective if he cast vision instead, “Will you help me spread this message of encouragement and hope to others who have experienced abused by sharing this on Twitter?” Instead of asking for favors, try inviting others to join a cause. Which is more meaningful?
What should you ask for help with? Here are a few things you might ask for:
- Review your book on Amazon and Barnes & Noble
- Share an important article (such as a book launch announcement) on social media
- Write a testimonial for your blog
- Give you feedback on your book
- Introduce you to another influencer
- Provide a book endorsement (those blurbs from famous authors in the front of books)
Have you ever used any of these three ingredients to cement relationships online? How have they worked? Share your story in the comments section.
Ready to move to the last lesson? It’s my favorite so far. Click here to continue.
I’m involved fairly extensively in library circles and historical associations so I will frequently do book reviews for those whose work I respect and who I have a relationship with in some way or another (some personal connection). I have a library facebook group where I promote authors in my writer’s group and the annual anthology they publish. I also will host book signings at the library where I work. My daughter writes professionally so I tweet, facebook, google and otherwise promote her writing. I go on websites and read her articles and comment. I also do this for other writers I have a connection with. I haven’t gotten to the point of asking anyone to do this for me yet because I have just begun to share my fictional writing and not many have seen it. My non-fictional writing has mainly been published in professional journals, textbooks and newspapers so it hasn’t had an online presence – yet!
So cool, Jay. I love the ideas of libraries as a center for literary Cartels. What kind of writing does your daughter do?
In researching and interviews for newspaper and magazine articles, I have mostly used telephone, personal contact and email in that order. Only recently have I used online connections. For my book published in 2008, I also used post mail, when needed, to send copies of the manuscript for critiquing. For everyone who gave their time, I presented them with a free hard cover copy of the book and a thank you. In five years, many things have changed, including me and the methods I use and what is now available. I learned that those same people have been staunch advocators of my work and are interested in what I am doing now. I am still learning.
I helped out a friend who was sharing his new book cover by posting his cover and book blurb on my blog. I linked to my blog post on Facebook, too, which receives way more traffic than my blog.
Way to go Sunny. I love it.
I have a friend who got a publishing deal with a small pub house. Before that, we both critiqued each others work on occasions. Recently she asked me to write a review for her book on my blog and also to help her gather up a list of other book blogs that are accepting book review requests.
When I published my children’s book, I asked some of my blogger buddies to reveiw my book online, and they came through for me. Building relationships is key.