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How I Got 30 Superstars to Write For Me

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It's not about how you start; it's about how you finish...

A year ago, nobody knew who I was.

My blog traffic was in the single-digits, and my subscriber-list only included a few dozen of my friends.

In short, when it comes to the world of online marketing, I was a nobody.

Well, things have changed a lot since then.

We’ve got traffic, subscribers, and you’ve probably heard my name on multiple occasions.

And most exciting, today I’m launching my new book, Engagement from Scratch!, which is co-authored by 30 of the most successful audience-builders that I could find, including Guy Kawasaki, Brian Clark, Mitch Joel, and TGC’s very own Ana Hoffman.

Everyone wants to know one thing: how did I get them all to write for me?

Relationships Always Come First

Before I dive into the mechanics of how I got everyone on board, I want to stress that the relationships come first; I built relationships with most of the people who contributed to the book before I even thought about writing one.

Does that mean that you need to spend years building relationships?

No, it doesn’t, and I certainly didn’t.

But I did give before I expected to receive, and before I asked for anything. I worked my tail off promoting Guy Kawasaki’s new book Enchantment, and I wrote guest posts for or wrote guest posts for Copyblogger before asking for anything, not to mention buying almost everything they’ve produced over the last couple of years.

I didn’t do those things because I was trying to get a favor out of them further down the line – I promoted Enchantment because it’s a great book, and I was lucky that Guy made the time to do an interview with me. I bought Copyblogger products because they’re great, and I wrote guest posts for them because it’s a privilege to do so.

But the point is that I didn’t email them out of the blue being like “Hey, Guy, you don’t know me, but could you maybe write a chapter for my book?”

And that made the biggest difference, as you’re about to see.

Start With the Biggest Fish

Of course, I didn’t have relationships with everybody.

Guy Kawasaki and Brian Clark weren’t the only big names on my list; Gary Vaynerchuck, Tim Ferriss, Leo Babauta, Tony Hsieh, and even Malcolm Gladwell are all people that I have a huge amount of respect for, but hadn’t had an opportunity to interact with yet.

So I reached out to them all, and explained what I wanted to do, and who I was hoping would get involved.

And guess what: most of them said no.

They were polite about it, but they very understandably declined. They didn’t know who I was, and I’m sure they get approached very frequently with all sorts of requests. And let’s face it, writing a chapter for a book is a fair amount of work.

But the people that I had at least a bit of a relationship with – like Guy Kawasaki, Brian Clark, Mitch Joel, and Derek Halpern – were kind enough to take a chance on me and say yes.

And I was off to the races!

“Want to be in a book with Guy Kawasaki?”

Once I had a few superstars on board, it was a lot easier to approach everyone else on the list.

After all, who would say no to the chance of being in a book with Guy Kawasaki and Brian Clark?

The responses were almost all favorable, and it was a long and impressive list:

  • People who have built impressive followings, like Marcus Sheridan, Corbett Barr, Evan Carmichael, and others…
  • People who are recognized experts in the fields of marketing, PR, and social media, like Danny Brown, Gini Dietrich, Mark Schaefer, and others…
  • Published authors like Randy Komisar, Sean Platt, Adam Toren, and more…

All together, I ended up with 30 audience-building experts – ranging from the Brian Clarks and Guy Kawasakis, whose audiences number in the six or seven figures, to people who are just getting started like Stuart Mills and Jk Allen, whose audiences ‘only’ number in the thousands.

Yours Free: Engagement from Scratch!

Engagement From Scratch Today, the book is launching, and I’m very excited to be able to share it with you.

And yep, that’s right – the book is free. You can download the entire book without paying a cent. Just visit the book’s website, click on the download link, and tell me what email address to send it to, and moments later you’ll the full-length PDF waiting for you in your inbox.

You see, I wanted to be sure that anybody who wants access to the book could have it. Which is why the digital version is free.

But I do want you to buy the book, and I think you want to buy it, too. Let’s be honest here… 239 pages is an awful lot of content to read on a digital screen.

And these aren’t 239 pages that you’re going to be skimming and skipping through, either – every single one of the book’s contributors put their heart and soul into giving you the best advice that they possibly could – so you’re going to want to read it.

Isn’t it worth spending a bit of money to get the paperback version, so that you can read on the couch or in bed, and write notes in the margins?

Danny Iny

Danny Iny (@DannyIny) is the co-founder of Firepole Marketing, the “Freddy Krueger of Blogging”, and the co-author (with Guy Kawasaki, Brian Clark, and many others) of Engagement from Scratch! (available on Amazon, or as a free download). The latest and greatest thing you can get from him (for free, of course) is his Naked Marketing Manifesto, about marketing that really works!

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Comments

  1. Just downloaded the book and I can’t wait to read it. Thanks for making it free online. To bad my kindle cant use it, I would love to try out my new Christmas gift.

  2. Danny,

    That’s impressive. I’ve been blogging just over a year, and am finally starting to gain traction. It’s been frustrating, but posts like these help me realize that I’ll be able to get where I’m hoping to go. Thanks for sharing, and best of luck with your book sales. I’m downloading mine as we speak.

  3. Very impressive indeed. I’m downloading the book now, will give it the usual “skim of approval” and plan on buying the paperback along with an extensive christmas book wishlist 😉

    It’s amazing that Guy took the time to write, but it goes back to the reason why they built such massive audiences in the 1st place - they care about them, and they constantly take the time to nurture them.

    Great job!

    • I’m so glad to hear that, Leo - I look forward to hearing what you think of it!

      Yes, I couldn’t agree more. The fact that people like Guy and Brian were willing to make the time to contribute speaks volumes about how wonderfully engaging they really are. 🙂

  6. Hi Danny,

    This is powerful information, and I’m definitively going to read your book. I can relate to what you’re saying. I’m no superstar, but people send me guest posts all the time. And 99% of them are using a sentence like, you don’t know me but… This doesn’t work. I almost always say no, because I don’t have a relationship prior to this contact. Commenting, buying products, connecting on social media and helping out is important. But like you said, it’s important that we’re not just doing it in order to take advantage of the relationship.

    • That’s the real key, and it’s can be so tricky. When I spoke with Guy Kawasaki about this, he put it really well; he said, “imagine that someone told you they had a strategy for making friends, that they were methodically following - you’d think they’re a sociopath!”

      Authenticity really is the key, and you’ve got to be real when you reach out to other people. Ironically, based on what so many of the contributors have written, that’s a big part of audience building! 🙂

  7. Hi Danny, definitely very fascinating to read how you went about getting those well known names and how well they responded back to you. It really shows that we never know something unless we try and almost everyone is willing to help in some form. Looking forward very much to reading the book now.

    -Jean

    • That’s exactly my feeling, Jean. Most people don’t succeed not because it can’t be done, but just because they assume it can’t be done, and don’t try. Let me know what you think of the book once you have a chance to flip through it! 🙂

  8. Hi Danny, just left comment on your recent post at Pat Flynn’s site and found my way here from there. I’m intrigued by your novel idea of giving away the ebook for free and selling the print version. I’ve just launched my ebook close to 200 pages both in PDF and ePUB. I’m giving away a part of the book for free. And I am very aware that most people don’t have the stamina to read a full length meant-for-print book on screen. I am offering an audio book MP3 as well for people who prefer listening to reading. I also thought people take to reading ebooks on their Kindle and iPad and such. I wonder what your experience has been with your innovative idea if you care to share it. Perhaps it’s early days yet. But then as you said in the book, you didn’t write the book to sell for money.

    After having written the above, I’ve just read a big chunk of your book in one sitting. Excellent book, great content with very valuable information and insights. The fact that you have put together in one place, insights from a number of highly regarded people on the subject makes it even more valuable. Will definitely tweet and spread the word! Kudos to you!

    One suggestion for the PDF version of the eBook, I miss not being able to skip back and forth as you would with a hard copy book. I suggest that you set a TOC/bookmark navigation as the “Initial view” for the PDF, with chapter headings/sub-headings that you can click on. I did that for my own ebook. For a 200+ page book, it would help with “flicking through” the book enormously.

    BTW, I think an audio book version of your book would be a great hit, especially if you have the contributors read their chapter in their own voice. You would capture an even bigger audience no doubt. I for one, being a fast and avid reader, still prefer to listen. It demands a little less attention and commitment from the reader to get the message from the book. Personally, I also think that the spoken word imprints more effectively on the mind than the printed word. What do you think?

    • Hey Judith, I just replied to your comment over at SPI. 🙂

      I think that’s a great idea about the PDF - I’m adding it to my to-do list. As for the audiobook, it’s also a great idea, but I think it might be a bit logistically tough to get it all done - another major project in and of itself to re-coordinate with all 30 of my co-authors!

      As for the strategy, it really is early days (less than a week), but I’m very happy with the results so far.

      I’d be happy to share more details with you - shoot me an email to danny (at) firepolemarketing (dot) com, and we can setup a time to chat on the phone. 🙂

      • I hear you about the audio book. It’s a question of how far you want to go. If you were to get back to your 30 co-authors, you might as well make a movie of it, not just an audio book. And if you were to make a documentary movie with your co-authors, you might as well broaden the subject to appeal to an even larger audience. What you have done with this book is a great idea and an inspiring example! If your superstar co-authors would say yes to the book, I would imagine that it wouldn’t take any more persuasion to do a movie, or a filmed interview if you like. If you want to keep it low budget, there’s always Skype. I am an ardent advocate for win-win. A movie would be great publicity for anyone featured in it. I don’t mean to digress from the topic but it’s an extension of the same tactic that you have been successful in deploying to promote your message. I am not suggesting that you do that but just want to bring up the idea for discussion.

        As an author, your power, or your worth if you like, comes from the influence you have on your readers, not from the money you make from the book. And you can only have that influence if your readers actually read the book and get your message and act on it, not for your sake of course, but more for theirs. I’ve barely started with establishing an online presence and with the platform building part myself. I do however always have my eye on the bigger picture of getting the message to as many people as possible. Your message does not end with your (one’s) book, it is only the beginning, the first step you take to make your voice heard and to find your audience.

        I’ll get to my movies or “video books” eventually. For now, it’s one step as a time. At least I got started and actually launched something out there.

        That said, I happen to be catching up with a film maker friend next week, if you have any remote interest in the movie idea, it might be worth exploring. I’ll be emailing you shortly.

        • That’s an interesting idea, Judith. I think I might get past the point of diminishing returns with the movie effort, though - it’s not that I don’t think there would be good results, but I think the amount of work and time that it would take would make the opportunity cost too high (too many other things would have to be put aside, that would probably have greater potential in the long run).

          That being said, I’m always open to ideas and opportunities - I’d love to hear what your film maker friend says, and either way, I look forward to connecting via email! 🙂

  9. Danny i want to believe that the make money or blogging niche attracta lot more visitors than any other niche. for instance,i’m in the fishing niche,i am only getting trickles of visitors daily.

    do you think i need to change my niche or what?

    • No, kayus, there is money to be made in a lot of niches - the question is whether the niche is large enough, how well you are addressing their needs, and how easily they can find you, and vice versa.

  10. Congratulations on your new book! 🙂 This is so inspiring, giving me hope that someday I’ll also be successful in online marketing. The photo has a lovely caption, so moving. “It is not about how you start; it’s about how you finish.” Thanks for sharing! 🙂

    • Angel, the photo was Ana’s choice, and I couldn’t agree more with the sentiment! Keep on trucking, and keep on learning - that’s the recipe for success. 🙂

  11. Wow Danny, that is awesome. Networking with people more successful people than you are is one of the best things anyone can do. Glad it worked out for you.

  12. Awesome post Danny, it’s still hard to believe so many people took a chance on you and wrote a chapter in your book. It goes to show anything is possible and why not approach some of the biggest names in the industry/s?

    Going to go download and read your book on my Ipad too. 🙂

    • Absolutely, Jamie, it doesn’t hurt to try, but there are never results if we don’t try! Let me know what you think of the book! 🙂

  13. Some are definitely nicer, more helpful and more approachable than others, but you won’t know who’s who until you try reaching out to them all, right?

    Even more importantly, though, even the ones who aren’t as helpful will just politely decline - nothing to lose either way. 🙂

  14. Awesome! This is one of those “resources” that should not be missed. Way to go, really a job well done. Off to get it for myself for sure. Congrats!

  15. Congratulations Danny! Your and Ana’s stories have always inspired me in my blogging pursuits. I will defiantly check out the paperback version of Engagement.
    Congrats again!

  16. Hi Ana, this is so inspiring and goes to prove the point that relationships always wins the game. I cant wait to see your new book.

  19. Whoops - my last comment was supposed to have the “keywords” “Guy Kawasaki Writes for Me (not)” but got cut off…

    I hate when I have to explain my own jokes. Bad form. 😛

    • LOL, James - my CL settings cut off anything beyond 3 words. I am laughing though; don’t feel too bad!

  20. THAT is an incredibly resourceful journey, for lack of a better word - and excellent example of how to market a book. Definite must-read for all self-publishers, well done, Danny!

    • Thank you so much, James - actually, for a guide to marketing a book, you should check out Firepole Marketing on Monday next week (spoiler alert!)… 😉

  22. Awesome, congrats on the book Danny!

    I ran across you for the first time on yesterday from a post I found on Triberr that you’d wrote, and a great post it was, my friend.

    This is also my first visit to TGC; so imagine my delight when I come on over and see that you’ve written this post as well.

    I’m a man that usually follows the signs of life; if they jump out at me, I’ll definitely take notice at them.

    So this is definitely confirmation for me to check out your blog and the free book. Thanks for offering that as well. That’s mighty generous of you. 🙂

    I wish you all the best in this endeavor bud!

  25. Contacts and relationships are very important! Danny, love the fact that you are offering the book for free! It is also very interesting to read about how you have come so far in your endeavor to make a mark! Really amazing!

    On that note - for my curiosity, more than that of readers at our blog, would it be possible to interview you at some point next week? We talk about The Next Goal (mind, body and soul), would be great to offer your insights!

    • Neeraj, thank you very much for your kind words, and absolutely, I would be thrilled to do an interview. Email me at danny (at) firepolemarketing (dot) com, and we’ll set it up! 🙂

  29. Danny,

    You are crushing it dude… CopyBlogger and Ana’s Joint in the same day… Great work buddy. I shared a lot of my comments on your thoughts and success on the Copyblogger post so I just say Congrats, can’t wait to read the book, and you have at least one new fan today.

    Keep it up!

    Ryan H.

    • Thanks, Ryan! I checked out your blog, and I like what you’re doing. I sent you an email - hopefully we can do something together! 🙂

  30. How I wish even one of those guys to have a guest post at my blog, that would be a very good experience… WOW!! Good job Sir Danny 😀

  31. Jackpot! That is so cool Danny. I had no idea I could get my hands on this book for free. How cool it that!?!

    I’m going to check it out and give you some feedback asap! Congratulations and best wishes to your success.

  32. Yeah it can be intimidating at first trying to get in with the big fish, but it surely helps out a lot! Just provide amazing value, and stay on their radar! Congrats on the book Danny! thanks for sharing your insights.

    • Thanks, Ben, and yes, exactly - as long as you’re persistent, hard-working, and producing value, it’s just a matter of time… 😉