SubscribeIf you’re a business owner or an author using a sample chapter of your book, a report, or a tip sheet as a list-building incentive, consider replacing it with a manifesto. A well-written manifesto can do a better job of helping you build your brand and grow your list, paving the way for you to sell more books.
Manifestos are better list builders because they take a stand. Because manifestos strongly advocate a position, and are usually passionately written, they operate on an emotional level, tapping into the power of commitment.
Cialdini and Commitment
Robert Cialdini, the best-selling author of Influence: The Power of Persuasion, has spent his entire career researching the science of influence, earning an international reputation as an expert in the fields of persuasion, compliance, and negotiation.
Influence: The Power of Persuasion has become one of the most frequently quoted psychology books among marketing professionals. In it, Cialdini describes 6 weapons of influence. The longest chapter is devoted to commitment. The main idea is simple: once individuals commit to an idea or a course of action, they tend to remain committed.
The power of commitment is rooted in an individual’s self-image and a desire to avoid appearing wrong to others; the more public the commitment, the stronger the commitment.
Commitment, social media, and list quality
I was reminded about the power of commitment when I ran across Sunni Brown’s Doodle Revolution Manifesto, one of the strongest community-building list-builders I’ve seen in a long-long time.
Sunni Brown is co-author, with Dave Gray and John Macanufo, of Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers. Gamestorming is currently one of Amazon.com’s top 1,500 bestsellers overall, as well as a leading book in several business categories.
My route to signing Sunni Brown’s Doodle Revolution Manifesto illustrates the importance of quality online content, backed up with the power of social media.
My journey to the Doodle Revolutionary’s Manifesto
Here’s the social media and quality content route I traveled that led me to Sunni’s manifesto (and this post):.
- Friday afternoon. My journey began when I discovered Gamestorming at the local Barnes & Noble.
Early Friday evening. My exploration continued when I got home, searched online, and visited the Gamestorming site and blog. Later, I Googled each of the authors. My search lead me to a Tweet by @bangalaurent, Laurent Sarrazin. The post described Sunni’s free, i.e., no registration, Revolutionary’s Booklist. I was intrigued, checked it out, and downloaded it.- Late Friday evening. Later, after downloading the Revolutionary’s Booklist, I spent a couple of pleasurable hours with it, discovering interesting titles and exploring their authors online.
- Saturday morning. I was so impressed with the list that I shared it with a dozen clients and friends, both local and around the world. Later in the afternoon, I received e-mails from several recipients, thanking me for sending them the list.
- Sunday night. Pleased with my experience so far, I returned to Sunni’s site, reread the Doodle Revolutionary’s Manifesto, reviewed the names of the individuals who had already signed it, then signed it myself. I also added my name to her e-mail newsletter list (which was not required to sign the Manifesto).
Lessons from my Doodler’s Revolution journey
Here are a few of my big takeaways from my odyssey:
- Size of following does not equal influence. The Twitter post that began the journey was by someone who had less than 30 followers! But, Google didn’t care when they displayed their Tweet, and I didn’t care when I followed it to Sunni’s list.
- Content quality is more important than quantity. If I hadn’t been impressed by the Revolutionary’s Booklist, my journey would have ended. But, because the content was relevant, useful, and concise, I felt compelled to share it. Moreover, the Doodle Revolutionary’s Manifesto is just 2 pages long—it’s the Gettysburg Address of list-building incentives. I might not have read a 12-page report or an 8-page manifesto, but I had no trouble reading a well-written 2-page manifesto.
- Quality outsells “selling.” The Revolutionary’s Books PDF is free from selling; there’s only quality content and a clean layout, plus a tongue-in-cheek footer, “With love from www.doodlerevolution.com and www.sunnibrown.com.” A nice, light-hearted touch.
- Story and emotion win. The Doodle Revolutionary’s Manifesto wasn’t written by a committee and for a committee. It was written by a passionate believer speaking directly to other passionate believers. It succeeds because it’s engaging and provides a chance for believers to confirm their beliefs. In fact, the writing style is entertaining because it goes slightly overboard. But, overboard is sometimes OK! As opera proves, there’s a time and a place for colorful and passionate writing.
Takeaways and opinions
What are your takeaways from my journey from anonymous prospective reader and website visitors to a person who has publicly committed to a cause? Would a similar manifesto and online approach help you build your brand, grow your list, & sell more books? What would your manifesto be about? How could you get your prospects to commit to it? Share your impressions and questions as comments, below.
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