So many businesses and industries are struggling with basic math. So let me ask you, because I know you will know:
Which is greater, 0 or 500?
I know, d’uh, right? Of course. 500 is definitely the larger number of the two. It’s really simple and most pre-schoolers could even answer this question. So why is it that many companies can’t?
The other day, my publisher asked me to send them a list of bloggers/twitterers to send an advanced copy of my book to. Great, I thought. Let’s see who wants one! So, I proceeded to tweet out a message that said I’d send a book to 20 bloggers who want a copy. Instantly, I received a slough of excited messages with addresses. The only ones I didn’t reply to were the ones who lived in countries outside of the current publishing zone. I forwarded them onto my publisher, happy.
Then I get a phonecall the other day telling me that the publisher was going to send books to a few of the bloggers I forwarded, but that many had too few readers to bother. This was followed by the kind of question that really gets stuck in my craw:
Don’t you have a list of bigger bloggers – you know, influencers – that you want me to send these to?
I had to count to ten before I responded calmly, “I want to send the book to people who WANT to receive it. People who are excited and are more likely to write about it, tweet about it, tell their friends, their bosses and everyone who will listen. I want to send my book to people who give a damn.”
I got off the phone, thinking that, surely, the message came across. But no. I receive another message later that day asking for a list of ‘influencers’ I know. I reply, “Everyone is an influencer today.” And then I decided to write this post about math.
Yes, people with a big audience make for big news. It would be amazing for Shel Israel or Kathy Sierra or even Cory Doctorow, himself, to read my book and blog about it. It would rock to be covered on TechCrunch. But the chances are that these influential types are so busy getting inundated with free books, software, goodies and other various sundries in hopes of a review that they won’t even have time to read my book, let alone review it! So, I could send the book to 20 influential types and probably even get one or two of them to read it. Then blog about it? That’s a precious commodity for people these days – especially since every blogger with a large audience I know is writing a book these days! They are pretty busy concentrating on writing their own material. So, if I add it up, the sum total of possible blog posts here is 0, which leads to the reach of…0.
However, of those that answered my tweet and asked for a book are actually looking forward to the book. This group is busy, too. Career and lives get in the way, so I probably will see about half of them able to actually get to reading the book in the near future. And, as blog posts fall off from reading, Maybe 5 of them will actually get around to posting something. Say, their collective readers are somewhere around 500 – and that number is really conservative, since most blog posts will see long term hits, even those with a low readership (I will also do my best to drive people to those posts). Adding this column up, I see a sum total of possible ‘eyeballs’ reading about the book being 500.
And from the test earlier, 500 is greater than 0. Therefore, I’m sending books to people who want them and are more likely to read them. Not to mention that the people who are just starting out on their blogging/tweeting/online community adventure today very possibly could be the ‘influencers’ of tomorrow. I started as a nobody. Kathy started from zero. Cory and Shel both came from being unknown to being well-known. I totally remember when Michael (TechCrunch) was just starting to write about startups – it was about 5 years ago. He went from 0 to over 1 million in less than 2 years. Like I said, today EVERYONE is an influencer.
I’m not saying to ignore or snub the people with a big reach. I’ve reached out at various times and would be honored to have any number of them read my book – review or not. But if they haven’t responded or reach back, it’s most likely the case that they’ve been incredibly busy. I know I have a stack of AT LEAST 30 books waiting for me to read and potentially review. I’ll probably be able to get to them around 2020. Not because I don’t want to read them, but because any time I have left in my day (which is rare) needs to be spent with my family and even sometimes sleeping.
So, keep the math in mind and remember that even someone whose blog is read by 5 people is someone who will reach 5 people. And that is better than zero.
April 16th, 2009 at 4:40 am
Absolutely agree with you! Next time just remind them of the story from the new Harry Potter theme park – that with the marketing budget they could have invited several hundreds of people, but instead they invited the 7, yes 7, biggest Harry Potter bloggers and how well that turned out.
And don’t let them be your influences, you got this far from sticking with your gut.
April 16th, 2009 at 4:43 am
I’m going to make this required reading for all of the C-suite people who show up at my “basics of Social Media” speeches from now on. I try so hard to explain to them that SM just doesn’t work like traditional PR — where you get some flack to call another flack and buy a mention in a gossip column.
You start with a small seed. Then you plant the small seed in the best place for it to grow. And give it water, and light, and fertilizer. And while you wait, you plant another seed. And another. And another.
The “traditional” model is like buying lottery tickets. Sure, I can nail a really nice T-Bone steak to the front of my book and ship it to Scoble overnight. He might even blog that some idiot sent him a book with meat nailed to the front.
But ultimately, success in Social Media is based on building a wide base of support that is genuine (your 1000 true fans) and then going up from there.
Now back to my blog — my three readers are waiting, eagerly, for my next post.
April 16th, 2009 at 4:49 am
There are a lot of effusive ways to say this, but in short, let me say that I admire your realistic, prudent, and even humble perspective. A great, great many people hold you in esteem and view you as an innovator, an influencer. Being a “little people” myself, it’s refreshing when I discover that those “big people” I respect consider themselves “everyday folks” too.
Your views naturally make me think of the much-discussed Pepsi/blogger campaign. Seems that maybe the publishing company could benefit from reviewing all of those posts and write-ups. I agree–being invited to the party is a much better way to guarantee fun than crashing is.
April 16th, 2009 at 4:51 am
I don’t have a huge following on my blog, where I review web design books. Yet, my page of recommended books is a consistent favorite over time in terms of page views. I can testify that it adds up.
April 16th, 2009 at 5:02 am
Ah, missed your tweet about the blogger book. But, doesn’t matter because I already did an advanced purchase on Amazon when you announced it months ago.
I will most definitely read your book because I’ve been reading your blog since your were, err, a nobody
and I’m keenly interested in the topic.
And, in true Whuffle fashion (and because I’m moving across the country), I’ll probably blog it and give it away to one of my blog readers. (One less item to pack and move 3,000 miles)
April 16th, 2009 at 5:48 am
Wow. How can a publisher read your book, recognize its value in the marketplace for ideas, and commit to publishing it, without actually understanding what it says?
This is “blockbuster” thinking at work. They’re so locked into finding and shipping the Next Big Thing that they have completely lost track of, you know, readers.
Really looking forward to getting your book. I pre-ordered from my local, independent bookstore, and I encourage others to do the same. Amazon may offer a lower price, but my local store pays the shipping, and it comes out about the same. And her profits stay in the local economy.
April 16th, 2009 at 6:17 am
Seems to me that folks often think of ‘influencer’ as an inherent characteristic of a person. Guy Kawasaki is an influencer at all times; I never am.
The truth is that it’s situational. Kristy Hammonds and Michael Setzer have gone from being kitchen workers to being ‘influencers’ on the topic of ‘where shall I order my pizza from.’
Let’s hope we all use our potential to influence more tastefully and positively than Kristy and Michael, but let’s never forget that we all have it.
April 16th, 2009 at 6:39 am
I just have to say…. I had that calculator… I wondered where it had gone!
April 16th, 2009 at 6:52 am
Virality starts with unfamous, passionate, connected people spreading the word. What part of viral don’t they understand?
p.s. I’m planning on reading the book and blogging about it.
April 16th, 2009 at 7:39 am
To put it in terms your publisher’s rep would understand, you employed a two-gate pre-qualification process.
First, they had to see your tweet – either from following you, or from searching for it. This indicates that the person was interested in you, the topic, or both. Since I (for example) never saw the tweet, I did not pass the first gate.
Second, they had to respond. This indicates a high level of interest, or the passion to which Adina referred.
Whether you’re talking about book reviews, software alpha tests, or music – I love the story about how Ed Crawford tracked down the surviving members of the Minutemen, resulting in the formation of fIREHOSE – passion trumps all.
April 16th, 2009 at 8:39 am
Of course you are right, but it’s not a bad idea to also reserve a few copies for Arrington and Scoble.
April 16th, 2009 at 10:35 am
At what point might the costs of working with traditional publishers outweigh the benefits? When might authors like you with great products truly embrace self-publishing and promotion? Where is that tipping point? I feel like it is either relatively soon, or never.
April 16th, 2009 at 10:57 am
Great image by the way!
Tara this is just so right on! I missed the tweet but would like a book, but have already pre-ordered and can’t wait to read and blog about it
April 16th, 2009 at 10:57 am
Great post. I agree 100% with you.
All the best from Brazil
Radiodelicatessen
April 16th, 2009 at 11:34 am
1) I used to have that calculator – now, I really want to call my mom and see if she still has it in the stacks of boxes she keeps.
2) I’m completely with you on this. At the start-up company I work at I don’t define influencers just by the numbers, but by so many other factors. It’s almost like if you were to judge a person just by the way they looked, you’d be missing out on so much more.
3) I missed your tweet, but I would love a copy of your book if you plan to give out any more. I would guarantee a post on it too
Great post.
Rebecca
April 16th, 2009 at 12:28 pm
oh oh Tara: Math 101. Math is hard!
Looks like your publisher did not read your book?
Good post. Hopefully it gets the message across. It is hard to change old habits. Looking back at the decade that flew by: we have come a long way. I mean at least they are sending books to bloggers! I see progress!
April 16th, 2009 at 12:55 pm
Tara, you are right. But your PR team is too! By the way, they are sending me a copy of the book. This post made me want one. So there.
April 16th, 2009 at 1:18 pm
I agree with Robert. As a former book publicist,it is a hard thing to try to balance review copies to the people you know you have the best chances will cover and review the book (twitter, web/blog, print or broadcast) versus the “influencers” that rarely will review your book but you dream of their review.
During one recession, my supply of review copies was cut off to zero … I imagine that they are being very “stingy” in this economy.
April 16th, 2009 at 1:34 pm
Excellent point!
…and serious kudos for finding that calculator pic! That was a fav of this nerd back in grade school =]
April 16th, 2009 at 1:38 pm
Great post Tara (and thanks to another Tara, @TaraDK for sharing it). One quibble I have here is the [I imagine unintentional] implication is that the less influential but still relevant people you want to send your book to aren’t as busy as the Michael Arrington’s of the world. Of course, they are just as busy, and perhaps even more so.
The key issue here though is about targeting. You want to send your book to the people that are going to most likely be inspired enough to take a look at, read and then potentially share it with whatever social network they might have. (I think it would be good to just assume that all potential people are equally busy; it’s all a matter of priority.) Some of those will be very influential/well-known types and others less so. But if you target the right people and in the right way (i.e. a personalized note about why you think they specifically might be interested in your book), you maximize the odds of having people help spread the word.
This is the best PR tactic we’ve got and it can be applied pretty universally.
April 16th, 2009 at 2:49 pm
Another powerful influence is handselling, especially in indie bookstores. In addition to my ‘real’ job (tech PR freelancer), I feed my soul by working part-time at an indie bookstore and writing book reviews. When I love a book, I can sell hundreds of copies (regardless of whether it appears on any bestseller list), putting it in the hands of customers who I know will be interested.
Groups like IndieBound.org are doing a good job of getting more galleys out – and with good results. The problem is that publishers, of course, can’t feature all advance readers equally. That’s where I think Twitter is making a huge difference in the book world. By connecting directly with authors and publishers, I have better access to the books I’m interested in, and become one more voice promoting them.
And yes, I do look forward to reading the Whuffle Factor… I don’t expect to make the Influencer A list, so I’ll just bring it in to our store. ( :
April 16th, 2009 at 3:33 pm
Congratulations on landing the Scobelizer! But for God’s sake, don’t forget to nail that nice juicy steak to the front cover!
Or you’ll end up like Toyota road-kill in his FriendFeed…
April 16th, 2009 at 6:55 pm
So true, Tara!
Yes: Get your book in front of passionate people who will read and talk about it! Genuine passion resonates, sometimes more deeply and powerfully than numbers can predict. Like you said, who knows who will be tomorrow’s Influencers?
Also: Like a few other readers, I squealed in delight when I saw my old beloved (and actually long forgotten) Little Professor calculator on your blog post! Big smiles to my day! Thank you!
I cannot WAIT to read and review your book!!!!
So so so proud of you, Tara!
April 17th, 2009 at 12:54 pm
“Balls!” said the Queen. “If I had two I would be king!”
You go girl!
From where did you get your chutzpah?
April 17th, 2009 at 3:06 pm
For all things I think you are just re-iterating old sociological theories and communication theories putting your own name on commonly known concepts, I think you’re right about this. And it is applied.
April 17th, 2009 at 3:34 pm
The post is pretty good, but let’s face it, that calculator pic is enough to make all of us blog about the book! Kidding Tara, I’m kidding. You’ve distilled the whole mindset shift very well here.
This is essentially what “social media” is about. A step toward people remembering they can matter and the power of caring. Regard. People always do best what they care about. There are no little people. Folks in the Valley and tech sector should get this above anyone because one’s fortunes can change so quickly in the business.
Everyone matters. If you believe that, then it means you too.
Here’s a cinnammon bun recipe to thank you since I can’t send you an actual cinnammon bun via Interwebs.
April 18th, 2009 at 6:26 am
@Heathr Where is the cinnamon bun recipe?
Thanks! I know…that calculator is awesome.
@carlos Yeah, I kind of bite that hand that feeds me…but seriously, I’m only trying to help.
@ruth Thanks darling!
@dick I ate the steak. oops.
@taradk Thanks for showing me indibound!
@jason Oh…I hope that didn’t come across! I did mention in the post that only 50% of the people requesting the book would actually get to it and only 50% of those people would have time to blog it. Less about time and more about motivation. If you want something, you’ll make time…that’s my point.
@justin That calculator is awesome. I had one, too.
@beth Yeah…they are being stingy. But I’d still rather have people who want the book and are more likely to blog about it/tweet about it receive it. That’s better economics all around.
@robert Thanks! I really look forward to you reading the book and getting your feedback.
@leila Great hanging with you on Thursday. You’ll have to tell me when you and Paul will be back in SF.
April 18th, 2009 at 8:42 am
Tara, you are probably too nice to say this, but your publicist should *read your book*.
April 20th, 2009 at 10:54 am
Here’s a thought, use http://www.scribd.com instead of giving away copies of the book. It’s cheaper, immediate, and excited bloggers will be happy to read a book for free to review it.
April 21st, 2009 at 8:05 am
This just made me smile.
“I want to send the book to people who WANT to receive it. People who are excited and are more likely to write about it, tweet about it, tell their friends, their bosses and everyone who will listen. I want to send my book to people who give a damn.”
I believe this is a core missing point in reviewing.
People who WANT to do it.
Jason N
April 21st, 2009 at 8:46 am
Way to go, Tara! Your post was totally insightful and encouraging; I am currently involved in publicizing my boss’s book, and your post opened my eyes. By the way, I pre-ordered your book from Amazon, and yesterday received the notice it had been shipped. Can’t wait till I get it. Keep up the good work!!!
April 21st, 2009 at 11:11 am
A really good point. I’m looking forward to buying a copy of the book – too busy starting my own business at the moment to be reliable on the “post a review after getting a copy” front.
Thank you so much for the picture of the Little Professor calculator. I’d forgotten all about him and he’s so great. Such a clever piece of design. I always liked how his mortarboard hat top allowed you to stand him on his head on your desk.
April 21st, 2009 at 3:23 pm
Marketing books can be hard work. I’m a writer and it can get pretty rough. You should check my book out. It is The Adventures of Kid Humpty Dumpty. It tells the story of everyones favorite egg before his fall. It is filled with fun and heart felt ending. You can get it at http://www.eloquentbooks.com/theadventuresofkidhumptydumpty.html
April 21st, 2009 at 7:05 pm
Very great post. I wish I had see it sooner! I think your publisher also must be reminded that people order from Amazon all over the darn globe? Influencers are world wide. There also should be an element of serendipity and testing in any good marketing plan these days – hard to predict what is going to cause that ‘World Wide Rave’ as described by @dmscott.
April 22nd, 2009 at 8:53 am
Logical insight. Exactly how I feel about seeking readers in this 1 million readers in two hours craze. I’d much prefer a blog reader who has interest in my content (which is fairly random) and one that will actually read it and interact with it, one that I will be interested in returning their interest. I’d like to be involved in a community of like-minded friends, rather than blood sucking vultures.
Way to stick up to your publisher.
April 22nd, 2009 at 5:54 pm
Nice article. As a book blogger myself it’s fascinating to listen in on these types of conversations. I think if you sent your book to bloggers like me and those I know, you would get a far greater rate of return than the 5 out of 20- we’re a pretty dedicated bunch! I know if I specifically agree to review a book, I’ll get to it within a month or two at most. And some people are faster!
April 23rd, 2009 at 3:45 am
The marketing ideas are so creative now that you don’t know what to expect next time…but I’m very happy with that..I found crazy marketing idea for clothes on http://www.ermou.gr/blog/en/2009/04/14u-t-shirts/ where you can see the woman with meat..I was really shocked..
April 23rd, 2009 at 7:32 am
I loved this post – and so true. I am the Director of Christian Small Publishers Association which has a membership of around 60 publishers. I wanted to review a book on the inside makings of a Christian best-seller for the members of the organization. I sent multiple requests to the publisher of the book and received no replies even thought their website stated that they gave free copies for reviews. I guess they though 60 people publishing books for the Christian marketplace was not a large enough audience for their book that was geared toward authors and publishers doing just that.
April 25th, 2009 at 3:43 am
Right on, Tara!
April 25th, 2009 at 2:35 pm
This is the way to reach people with the way our economy is going we don’t have the big $$ to pay someone for what we can do ourselves.
Let’s keep supporting each other though blogs.
April 30th, 2009 at 2:55 pm
Slapping my head that I never ran into your blog until today, after reading the above, I’ll certainly be back. I like your style and your words flow smoothly. Not to mention your knack for logic.
If you or your publisher are looking for more folks to send comp copies, I’d enjoy one. I have a backlog of books I need to write some blog reviews of, would love to add your intellect to my short list.
May 13th, 2009 at 10:54 am
Tara, I just found your book at Chapters yesterday.
I’m almost half done already and I have Googled and researched almost every uh, case study, if you will, that you cite in your book and I am absolutely blown away at how simple and effective whuffie really is.
I’m 18 years old and I’m helping with the start-up of a brand-new company. It’s my job to create buzz. Yesterday, I didn’t know what to do next after I had already started a blog on blogger, a facebook page, a couple ads on facebook, signed up for twitter, and created a stumbleupon account and saw no buzz from it and felt disappointed. I was being one of those lame corporate bloggers by accident. Your book is quickly changing my mind and causing it to churn out new ideas for our company.
I’ll be keeping an eye on you, that’s for sure. Thank you for existing!
PS: I absolutely agree with your post. That’s a major reason why I plan on being my own boss one day! Haha
May 20th, 2009 at 7:43 am
Tara,
How about this…why not send a book with message. You can have the book for free, as long as you put pass it to a friend? 20 becomes 40. I’m sure you have enough people who are interested that will be willing to at least put it in the hands of someone they think will also enjoy it. It could be like the Sisterhood of the traveling Whuffie book
. Send me the contact info to your publisher. I’ll read it and blog about it (I was going to anyway after your Web2.0 talk)…and then I’ll give it to Nate Ritter – I know he’ll want to read it…and so on. Pass it along.
May 20th, 2009 at 2:00 pm
Hey Steffan,
Awesome offer, but the advanced copies are all gone!
I would totally be honored to send you a book when I get my stash replenished (just ordered them) as your video of me at Web 2.0 Expo was SUPER useful for me! So email me (go to my contact page if you don’t already have it) your snail mail addy.
T.
May 21st, 2009 at 1:39 pm
Little Professor! I loved that thing!
Awesome, awesome post. I’m getting so sick of the concept that a person’s worth these days is about the sum of the number of his/her blog subscribers, followers on Twitter, fans on Facebook, and so on. “Word of Mouth” seems to be getting more and more about paying to put words in the mouths of the coolest, most popular “influencers” out there. The whole point of word of mouth is that it’s about relationships between people and authenticity and the coolness of watching a message spread out of genuine excitement and passion.
The ironic thing is that, courtesy of social media, you never know who will be a nobody one day and a celebrity the next. Look at the whole Susan Boyle thing.
Anyway, great post and I’m looking forward to your book.
May 24th, 2009 at 7:18 am
Love the way you think! I am a not an “influencer” and have only discovered your blog this a.m. in searching for how Twitter works for a presentation for a service org. I am an educator interested in marketing-don’t have a blog-DO have friends, family members, my “soup” people who will love your blog and book who ARE influencers. You are so right-social networking and the internet level the playing field in terms of who’s important and influential. Your publisher is missing the boat-internet networking today is like a cell phone in the 90s or a regular phone in the 30s….can’t wait to read the book!