Tuesday, August 26, 2008
By Dr. Linda Beed
We go into business with the objective being to succeed. The definition of success can and does vary from person to person. Some measure it in terms of financial gain, name notoriety or even by negativity associated with their name. Regardless the mindset, one constant for those of us in the literary profession is the necessity to succeed. In order to do so we rely heavily upon promotions.
Having a website, monthly eblasts, and a newsletter is a good start, but promoting is an ongoing process. Be forewarned -- promoting is not for the faint of heart. It requires prayer, planning, discipline and endurance.
As I am growing in the industry one thing I have found is that cross promoting is a strategy that can be a blessing. If you are not careful where and with whom you join forces with, it could be a potential disaster.
Today I would like to share some of my thoughts and suggestions on Cross-Promoting.
What Is Cross Promoting?
Cross promotion is a strategy entered into by two or more entities for the specific purpose of reaching a broader, commonly shared demographic.
What Are The Advantages of Cross Promoting?
It broadens your clientele base – By joining forces with another you are able to reach a wider variety of customers in places you might not have otherwise.
You can connect with more people -- You reach more potential clients by working with others who are contacting the same groups of people. If they were not previously your customers, they could be with this venture in the very near future.
It saves you time – When members of the cross promotion team do their part, more people are reached more quickly.
It saves money – Expenses for events, materials, travel etc. can be shared equally among partners.
It ignites creativity – Two heads are better than one aptly applies in this situation. One or two more points of view can take planning and implementation to higher levels.
The opportunity to cross-promote is attractive in many ways. However, in order to maintain a glowing view of the option, there is much to consider:
*Who will be an asset to what you are trying to achieve?
*Will you be an asset or a liability to their goal?
*Do you really have a common goal?
*Will your individual personalities allow you to work toward a common goal without fallout?
Once you have come to a common ground develop a clear action plan:
*The plan should be detailed and thorough
*Be sure that each participant has a clear vision of the group goals
*Discuss in detail, costs as well as expectations of personal involvement
Don’t try to outdo the vision:
*Work with what you know and build outward
*Begin with a manageable plan that begins with the familiar that spreads toward unknown territory. Leave room for adaptation.
Integrity and Etiquette:
*Honor your commitments
*Don’t forget to say thank you
*Be encouraging to one another
*Be a giver not just a receiver
*Do not use others sites to post your information without permission
At the end of the agreed commitment access the process to determine:
*What could be improved upon
*What did people enjoy
*What positive feedback needs to be adhered to
*Who will continue with the group
*If you will invite new members
*How will you use what you have learned for the success of future promotions
Cross-promoting can be exciting, educational and beneficial. Depending upon your strategy it will show your passion for family, community a particular cause, etc. Above all, it allows you and others to grow beyond their comfort zone.
I pray that this information has been helpful to you. As always, it is up to you to determine which avenues of promotion are best for you.