As we end the first month of the big push to get the word out I am able to see more clearly which promotional actions are working and of course which actions aren’t. Since people tend to learn more from failure than success, I am pleased to report that while there have been some strong successes for myself and the team of supporters helping me, there has been a whole lot of learning to share as well.
The personal networking has paid off nicely. I have commitments for roughly 1,100 pre-orders so far plus the orders already hitting Amazon. I am working with Wiley and independent bookstores to evenly distribute the sales so they count individually which is required for the New York Times List.
Additionally, people are broadcasting the word more and more. The excellent graphic designer Sara Noto just blasted out a promo in her February newsletter and it has already popped up the Amazon number. Thanks Sara!
Here is the learning part:
Engaging the press is hit or miss without the SUPER-WOW factor. We had hoped to get some traction during Super Bowl week for the human interest sections of the press and media. Between Haiti, The Massachusetts election and the economy there isn’t much room for a fun story about a Super Bowl Ring Quest. Our PR Wire press release was picked up by 30+ websites but not much coverage beyond.
We refocused towards the sportswriters. Our approach was enough to get some response and listening but mostly they felt while the story was cute and funny, it wasn’t really news relative to the Super Bowl so no one has picked it up for a story. Apparently we are about as exciting as the Pro-Bowl, which also got little or no coverage despite its move up date.
In moving forward with the press we are identifying target demographics such as the Jewish community, mom-preneurs, etc., where we have connections, and finding the specific angles that work for them. It takes several tries to find the right angle but at least these attempts are not as time sensitive so we can keep pounding past the book release in April.
Connections by themselves are not enough. I am certainly blessed with a strong network and I have been working it hard, especially when it comes to gaining learning and promotion through other gurus and best selling authors. It has been a real hit-and-miss to engage respected leaders in the business and social media communities. A number have already been helpful such as Verne Harnish, Jack Daly, Peter Shankman, Jennifer Openshaw and Sam Horn. Several best-selling authors are also being supportive such as Bill Bartmann, Ken Fisher, Michael Gelb, Harvey Mackay and Christine Comaford. These supporters are sharing insights on book marketing and raising awareness of ROAR! in ways sure to make a positive impact on the Quest.
Other best-selling authors have been difficult to engage despite personal connections. Here are some of my challenges:
David Bach – A fellow member of the New York chapter of EO, David and I have communicated about books in the past. Several friends have suggested he speak to me but my last email to him suggesting coffee here in NYC has gone unanswered.
Tim Ferris – A couple of fellow EOers including speaker Mark Friedler put books into Tim’s hand. As of yet I don’t believe I have hit Tim’s radar.
Seth Godin – Several friends have emailed Seth about me and I have had some short replies from my own emails to Seth. He has a copy of ROAR! I admire that he does his best to respond to everyone. However, I have yet to get him to fully engage.
Other connections have been attempted with other best selling authors which has also met with similar results.
I don’t fault these authors for not responding to me and this list is not intended to shame them. In fact it’s quite the opposite: I am the one who is ashamed. As promised, I am transparently sharing my failure to create a compelling enough reason for these authors to engage with me and support ROAR! in a public manner.
It’s quite possible they will need a Trust Agent such as the New York Times List or other major media to deem my work worthy of comment. Until then it’s up to me to find a way to bring significance to their world so they will bestow their most valuable commodities of time and endorsement.
That means there is still plenty of creative work ahead on my part.
Social ROAR!