LESSON 3: ASSEMBLE YOUR CREW

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"It's not WHAT you know. It's WHO you know."

Rolodexes are from a bygone era, but their purpose is the same whether you make a spreadsheet on your computer or keep a list on your phone. This is where the VIPs' information lives. Some important people who might make it into your Golden Rolodex are:

• Librarians
• Teachers
• Bookstore managers
• Book festival organizers
• Community organizers
• Professional organization contacts
• Authors in your niche
• Critique partners
• Cover designers
• Graphic designers
• Editors of all types
• Agents
• Podcasters
• Bloggers
• Book reviewers
• Bookstagrammers and other influencers

Does your current filing system consist of a pile of business cards, bookmarks, and sticky notes cluttering the corner of your desk? You could create one big file on your phone or put all the information into a dedicated paper folder. However, if you want to leverage your list's power exponentially, make a spreadsheet. Preferably one that is in the Cloud and can be accessed from your phone. Future You will be grateful, I promise. Why? Because your spreadsheet has superpowers. 

It will:

• Free up mental bandwidth. All the important information lives in one central spot and can be easily accessed. Plus, now you've gained some valuable desk real estate back.
• Remind you of people's names. Before you walk into the store for your next pitch, you can quickly look up the bookstore manager's name.
• Grant direct access to a gatekeeper. Emails sent to a specific person will always travel further up the food chain than a cold email to an Info Bot. It's okay if the person you initially emailed isn't the company's decision-maker. Internally forwarded emails have more power than you think. 
• Add value to all of your relationships. You can easily pull together a multi-author signing event for a local bookstore. All you need to do is consult your Golden Rolodex for the best authors in your area. 
• Generate labels quickly from your contact list. This will make sending promotional postcards for your next book much more efficient. You can also pull down email addresses to use in a pre-order campaign.

Don't underestimate the power of the personal touch. Include a column in your spreadsheet for "Notes." This can be anything that helps you personalize your pitches and deepen your connections. For example:

• Where you met them
• The correct pronunciation of their name
• Any mutual connections you have
• A few personal characteristics of the person to jog your memory before an in-person event
• Any school or collegiate connections you have
• Any insider secrets or tips learned from your contact

Your new book is launching soon. Huzzah! Now, it's time to call in all your favors. Did you just cringe? Professionals know the power of personal connections. It's Marketing 101. You've been building and nurturing your community all along. You've shown up for others and lifted them up. You've added value everywhere you go. You have earned the right to ask for assistance as you bring a new book into the world. It may still feel awkward, but here are some ways to make "The Ask" feel less cringey: 

DIVIDE YOUR VIPS INTO TEAMS

Well before launch day, print out a list of VIPs from your Golden Rolodex and divide them into smaller teams. Some potential lists might include:

• Podcasters
• Bloggers
• Reviewers
• Teachers
• Librarians
• Book buyers in stores
• Other  authors in your space

CREATE TEMPLATES

Personalize the first paragraph but create a template for the rest of your email. Keep a copy of the template in a dedicated marketing file. Clearly label it, like YourBookTitlePODCASTPitch. 

DO THE HEAVY LIFTING FOR THEM

If you are going to make a big ask of someone, at least do the heavy lifting for them. Create and include in your email everything they might need for the project. Design the digital assets, write the sales copy, include the buy link, and remind them of the due date. Even if your VIP is busy, now all they need to do is cut and paste.

Want a VIP to review your book? Don't expect them to buy it. Connect them with your publisher's marketing team to receive an ARC (Advanced Reader Copy) or gift them a digital copy.

DON'T FORGET YOUR CTA!

If you've gone to all the trouble to nurture your list, craft personalized email pitches, and create fun graphics, don't forget the final step—the CTA or Call to Action. People are busy. Make their lives easier by telling them exactly what you would like them to do and when—politely, of course.