If you want to sell lots of books then the quality as well as the quanity of praise it receives will make a big difference. In this short tutorial I’ll share some approach strategies, scripts and email templates that have enabled our authors to get praise from the likes of Stephen R Covey, Duncan Banatyne, Brian Tracy, Michael Dell and more.
A great foreword and critical praise from people who have credibility with your audience is an essential part of the selling process. Some people will go as far as to pay for this (though I don’t recommend it) because the right endorsement and association can mean the difference between mediocre and massive success.
Here’s what Simon Hazeldine, a master of getting great forewords, and the author of four books with us, has to say…
I was recently asked “How on earth did you get someone like Dr. Joe Vitale to write the foreword for your book Bare Knuckle Selling?” For those of you who haven’t come across Joe Vitale yet, he is widely regarded as one of the top five authorities in the world on marketing and is the author and co-author of so many best-selling books that I wouldn’t know where to start!
If the person asking the question was expecting an insightful explanation into my carefully considered and implemented strategy he was about to be disappointed. ”Erm… I just asked him – and he said yes!”
In truth that was all I did. I sent Dr Joe a copy of my manuscript, explained the benefits to him of writing the foreword (some additional exposure) and asked him if he would write it. I asked him… and he said yes! I’ll repeat that – I asked him… and he said yes!
Hmm… could this strategy work again? When I had finished writing my second book Bare Knuckle Negotiating I thought about who I would like to write the foreword. As a big fan of the BBC television programme ‘Dragon’s Den’ I thought that getting one of the Dragons to write the foreword would be perfect. So flushed with my success with Dr Joe Vitale I decided to go dragon hunting!
I researched the various Dragons and decided that the gritty Duncan Bannatyne (who according to the Sunday Times rich list was the 398th richest man in the UK with a personal fortune of £168 million) would be the best fit with my no-nonsense bare knuckle approach. So how do you get someone who is worth £168 million to write the foreword for your book? You guessed it – you ask.
I quickly got hold of Duncan’s PA, Kim, and asked to speak to Duncan to ask if he would write the foreword to my book. I didn’t manage to speak to Duncan but via Kim he asked to see a copy of Bare Knuckle Selling and the manuscript of Bare Knuckle Negotiating. Yes it was that easy… or was it?
After following up a couple of weeks later I was told that Duncan was very busy and would consider writing the foreword if he found the time. A few weeks passed and I still hadn’t heard anything and we needed to go to print. I followed up again.
Unfortunately Duncan hadn’t found the time and was unlikely to, and I was told it was a no go. After the initial batch of Bare Knuckle Negotiating was printed I decided to have another go. I sent a copy to Duncan and asked him if he would re-consider writing the foreword if I sent a draft of some ideas he could adapt. Within a few days the reply came back – yes! – along with a copy of the foreword for inclusion in the book. I had bagged my dragon!
You can now see the strategy… I asked him and he said no. I altered my approach and asked again and he said yes! I asked one of the richest and most successful businessmen in the country to write the foreword for my book… and he said yes!
We have all heard the expression “If you don’t ask you don’t get” and the biblical quotation “ask and ye shall receive”. This strategy (if something so simple could be called a strategy) is simply to ask. Ask, ask, ask. Ask for the order, ask for the help, ask for the support, ask for the money, ask for the date, ask for the appointment. Ask, ask, ask, ask, ask. It is that simple. Ask and you will receive. You might have to ask a few times, and in different ways, but the secret is to ask.
Simon has since secured an endorsement from Michael Dell for his third Bare Knuckle book, Bare Knuckle Customer Service and high praise from Brian Tracy for The Inner Winner. A man who practices what he preaches!
Okay – so know you know “The Secret” you’d probably like to know exactly how Simon (and other authors with great endorsements) asked – so here are some templates you can use as the basis of an email, letter or telephone call to someone you’d love to endorse your book.
Sample Emails Based On Actual Email That Successfully Led To Praise From Sir Digby Jones and Stephen R Covey
Email #1 – SUBJECT: Request for Help _________
Good Morning ___________
As you probably know, I’m about to have my latest book,_________, published. The book will give readers simple tips, tools and techniques to make the most of ___________.
If you could spare a few minutes to share your comments with me for use in my marketing efforts then that would be great.
My publishers can also include a link to your website at ___________ too if you like and also mention your website in the book.
Obviously you’ll need to see it before you can comment so if you’re keen to help then I’ll send you a draft (PDF file) free.
I’ve attempted to make your involvement as easy as possible, so if you are willing to help I will also provide a selection of sample testimonials for you to put your name to or adjust accordingly, if you feel that this is appropriate.
Simply respond to this email and let me know that you would be happy to do this and I will send you a copy to review, together with the sample testimonials if you feel that they would be useful.
I appreciate your support.
Kind Regards and Every Success
_____________
PS And remember, if I can help you in any way – just let me know!
Email #2 - SUBJECT: RE: Request for Help _________
Dear _________
Thanks for that, the pdf file is attached. If you could get comments back to me ASAP, that would be great. There are some guidelines and suggested testimonials below. If you would rather use those, please let me know the three that you are happy to put your name to and we will attribute one to you.
Please also include the wording for the credit you would like, together with the web address to be included with your comment.
Thanks again!
_____________
USEFUL QUESTIONS
When writing your own personal testimonials the following questions might help…
1. What information did this book reveal that you believe the book’s readers will not already know? 2. What networking/presenting principles did this book reinforce for you? 3. How do you envisage people applying this book’s information in their every day business? 4. What big benefit do you see this book having in the reader’s life/career? 5. What do you most like about the book?
SAMPLE PRAISE
You can use the following samples “as is” or you can simply use them for inspiration or the basis of your own testimonial. Please make 3 selections if you’re using it as-is.
“As a how-to guide, this book contains everything you may need to know. Brimming with straightforward strategies anyone can use to overcome the key fears associated with ___________ and _______________.”
“Anyone who’s ever wanted to be able to ________________ confidently can benefit from the down-to-earth knowledge in this book.”
“The one book on __________ I’d have if I could have just one.”
“A must-read for anyone who wants to get on in business.”
“Powerful, practical and solid advice on _______________ with confidence. Apply ____________’s knowledge and you’ll feel much more _________________”
“__________ cuts straight to the chase on what you need to do to make the most of the opportunities that come your way.”
“This book belongs in the collection of every self respecting ____________.”
“Here is a powerhouse book of tips, tactics and approaches for _________________ that simply work. A fantastic book.”
“It’s rare to find such honest advice in such an accessible format. This book will surely be a classic.”
“The information in this book just works. I knew there should be an easy way to ____________ effectively and this is it.”
“What a fantastic, straightforward and honest book. I’ll be recommending it to all my colleagues.”
“____________ is the buzzword in business these days and ____________ throws light on how to approach _____________ effectively and make the most out of it.”
“So many people fail to ____________________. Reading the tips in this book will help anyone overcome that obstacle and succeed.”
The Exact Email Simon Hazeldine Sent To Dr Joe Vitale
SUBJECT: Joe, I’d Like To Send You A Complimentary Copy of Bare Knuckle Selling
Dear Dr Joe
I was wondering if you’d be able to help me.
I’ve recently had my latest book, Bare Knuckle Selling: Knockout Sales Tactics They Won’t Teach You In Business School, published which shares my no-nonsense approach to professional selling, using NLP, hypnotic speech patterns and various other ‘tricks’ http://www.amazon.co.uk/exec/obidos/ASIN/1905430051
Being a big fan of your work I know how effectively you use hypnotic techniques, ethically, to strengthen your written communication and feel there’s an opportunity for synergy here.
So, I would like to send you a complimentary review copy of my book and, if you like it, would like to invite you to write the foreword. My publisher estimates initial sales to be in the region of 5,000-10,000 (UK) so would give you further exposure with people interested in sales and influence while I get the acclaim of having my book endorsed by a respected expert on all things persuasion.
If you could just let me know if you’d like to take a look then I’ll post you a copy immediately for your review/endorsement/foreword.
Warm Wishes
Simon Hazeldine MSc, FInstSMM
PS The Bare Knuckle connection will become obvious when you read more about my background prior to becoming a sales trainer.
