It may seem counterintuitive, but promoting yourself effectively can mean NOT promoting yourself at all. Wait, what?! Yes. Promoting your influencers and competitors is a great author marketing strategy.
When we think of our competition, we often think of our competitors as the enemy. But that’s not the case. Not convinced? Read on and see how you can promote yourself by promoting others.
Examples of How Promoting Yourself by Promoting Others is a Highly Effective Strategy
One of the most well-known and successful examples of how promoting others actually promotes yourself and helps create a strong personal brand is, of course, Oprah Winfrey.
Oprah promotes her brand entirely by promoting other people. Promoting others IS her brand!
This tactic is so successful in fact, that it’s its own genre of personal brand. Proof is in seeing celebrities like Gwyneth Paltrow and Reese Witherspoon creating personal brands that all focus on promoting others, whether it’s authors, products, or businesses!
Ways YOU Can Apply This Strategy
You may have noticed many of your favorite authors sharing their favorite book lists. There’s even whole articles dedicated to our favorite author’s favorites. You’ve probably seen them share and promote others on their social media too.
And You Can Do the Same!
- Make a favorite book list and share it
- Review books on Goodreads
- Tell your audience what you’re currently reading
- Retweet or share your influencer’s blogs and other posts
- Share posts of your followers and encourage them
Platforms like GoodReads exist for the sole purpose of sharing and recommending favorite books. And some of your favorite authors are doing just that!
A great example of success via Goodreads is Roxane Gay. She writes reviews like you wouldn’t believe, and has been since 2008! And she’s recently become a more well-known and prolific writer.
I can’t help but think her dedication to promoting others and building her following on Goodreads and other social platforms played a big part in her success. This is one of the reasons I highly recommend authors create a Goodreads account, and be active on it!
Remember, Your Competition is NOT the Enemy
It’s been proven time and time again that competition is actually helpful, especially for brick and mortar businesses. Proximity to other businesses on the same block is good for business. Even if they’re both bars or restaurants, for example. That bar next door isn’t your enemy. Maybe they cater to a totally different clientele? Or maybe they’re the inspiration you need to improve your own business?
Either way, your target audience or customer will end up in close proximity—which means exposure for you. Whether it’s a neighborhood block filled with restaurants and bars, or Goodreads and other social platforms, your audience will be there, so you’ll want to be there too.
A quick note!
A crucial step in building a personal brand is finding your audience via your influencers. And this is exactly what that means. Be in the same places as your target audience! This is where collaboration with your influencers begins.
Some Other Ways Promoting Others Helps Promote YOU
Promoting others can be a key strategy in building your personal brand in several ways. And their are proven benefits to building up and supporting your competition.
Promoting Others Promotes You by Building Trust
When your audience trusts your taste and opinions and it mirrors theirs, they trust you more. These things connect you to your audience and reflect their needs and desires. Like I mentioned above, your target audience will be drawn to what you’re drawn to. So, if you’re in the same space as your competitors, online or in the real world, you’ll be where you need to be.
Promoting Yourself Through Promoting Others Makes You More Likable
Promoting others also makes YOU look good! Your audience will see you as humble, rather than self-obsessed. And when you seem honest, genuine, trustworthy AND humble and supportive of others, you become like a trusted friend. It makes you likable, in other words. And being likable is key to building a successful brand!
Remember, don’t get bogged down by the idea of your competitors being the enemy. If they’re your competitor, they’re also your influencer and you exist in the same sphere. And you likely share a target audience. Use this to your advantage. After all, you may get the same in return!
