Last week, I was talking to Sheldon Larmore, author of Be Quiet and Listen. It is the story of his family’s journey through the pain and loss that came through their son David and his will to live as long as possible with spina bifida. After he passed away, they set up a memorial fund to help children with disabilities, and they fund it with the proceeds from their book sales. Sheldon told me they have had great success and feedback locally, but they haven’t been able to get much going beyond that. He and his wife still speak at churches and civic groups at least once a month, which is still quite active. This is a common thing I hear from authors. How do you take that activity to the next level?
Moving your book beyond your local area involves personal appearances, which means the pace will need to be adjusted according to your availability, interest, and desire for doing them. The cost of travel will need to be taken into account as well. This works best when you have established a solid footing locally, so if you haven’t yet, do that first. With all those things in mind, here is the idea:
Whenever you go to a group to speak, ask them who they know in the next town that might benefit from having you come. Then contact those people and set up speaking engagements there, and so on. You can expand out as far as you want to travel. Work towards the major metropolitan areas because you can get in front of more people in less time that way.
The reasoning behind this is that the best way to spread a message is still by word of mouth. Technology has increased the reach for all of us, but it is still word of mouth that causes your audience to grow beyond your reach. So the question becomes, how do you increase word of mouth?
It starts by asking for it. Every time you speak, add a simple sentence to the end: “Tell everyone you know about this.” The fact is that most people won’t do that, but it’s just as much a fact that some will. And those who do will tell a lot of people. And some of those people have reach well beyond just their local area. See Readers, Fans, and Evangelists for more details on getting others to help you grow your audience.
It helps if you give them something to spread. This is where social media fits in. If you speak, start a YouTube channel. Get someone with an iPhone to record a video of you sharing 30-second to 1-minute bites of some of your best stuff. Post them as often as you can (weekly, monthly, etc.) Take the audio and turn it into a podcast. I’m no expert on any of those, but do a Google search of those terms and start educating yourself. If speaking is not your thing, you probably haven’t even read this far, but get better at it or get very good at blogging. You can learn how to do that here.
If you’re reading this thinking, “Man, this sounds like a lot of work!” Congratulations. You’re right! It was a lot of work for the Apostle Paul trying to spread the gospel of Jesus, too. Thankfully, we don’t have to put our feet to the ground (or our boats to the sea) as much as he did, but the attitude and work ethic are the same.