I’ve sold 10 books this month, and not once have I mentioned any of them in my Blog posts or elsewhere (with the exception of one Tweet that I can remember.)
The point is this: When I got started with Social Media, I read books like Crush It! and read Bloggers like Chris Brogan and David Meerman Scott first. I watched Gary Vaynerchuk’s insanely entertaining and inspiring videos to learn how the Social Media game is played. And these guys taught me this:
- Thank You Economy. One of Gary Vee’s favorite phrases is the “Thank You” economy. I try to follow this rule by creating really good content and giving it away for free. No strings attached. People say “thank you” by supporting my brand, my “stuff” as it were. Even if that means buying novels I wrote about baseball, golf, time travel or a book of personal essays from my days as a syndicated columnist.
- Pull, don’t Push. You pull people into your Blog with amazing content, Tweets, comments on others’ Blogs, YouTube videos, etc. Once people land on your Blog and see they really like what you have to say, they tend to support you and your products. I literally bought a book (Socialnomics) based off a cool YouTube video. Author Erik Qualman didn’t say “Buy my book!” anywhere in the video, but the content was so well done I knew I wanted to hear more of what this guy had to say on Social Media. Same with Gary V, Brogan and David Meerman Scott. I’ve bought their books, read their blogs and (perhaps most important) spread the word about them to all my friends and colleagues in PR via Social Media channels and regular conversations.
- The Brogan Rule. Chris Brogan is great at practicing what he preaches – constantly pointing out cool stuff other people are doing. On the surface, it seems silly for Brogan to be driving eyeballs off his Web site to another blogger (sometimes a competitor!) or Social Media guru, but Chris has it figured out. (A) His content and talent speaks for itself, and he doesn’t need to toot his own horn. Others will do it for him. (B) He’s so passionate and on the ball with Social Media trends and thought leaders that I know as a reader of his I’ll always get the biggest scoops and coolest new ideas – even if they aren’t Chris’ to begin with. That makes me a loyal Brogan follower and brand supporter.
- Be authentic – or else. We all hate a phony, and heaven knows Social Media (especially the Twitterverse!) is filled with self-promoting loudmouths offering yet another Amazon link to their books disguised as a Tweet or telling everyone how their new moneymaking program will have you earning thousands from your office chair in mere minutes. I think it’s awesome that the more honest and authentic a person is on Social Media, the better he or she seems to do. Not only does it resonate with readers/viewers/followers, but it reveals your true personality and style – which to me is what separating yourself from the rest of the Social Media pack is all about!
The lesson is this: Social Media success is based upon creating and/or pointing out really useful, cool and helpful content, and sharing it in a way that makes it (A) Easy for others to digest and (B) Easy for them to pass it on. How do I know it works? Look at the screen grab above! I haven’t lifted a finger with any direct book marketing this month, and I’ve sold 10 books in 15 days! Sure, I won’t be bumping Stephen King off the bestseller lists anytime soon, but it’s enough in royalties for a nice night out with the family.
How about you? What Blogs do you follow? Have you experienced the “Thank You Economy” or see The Brogan Rule pay dividends with your own brand/product?
