Every book, every author, deserves sponsors for what they offer to their unique and wonderful audiences.

In this podcast, John Kremer and Roberta Vigilance, author of How to Secure Sponsors Successfully, talk about how authors should go about getting sponsors for their books and events.

Check out the transcript on Substack if you’d rather read this podcast than listen in. Thanks for joining us!

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This song reminds all of us that we have so much to live for, so much to do if we choose to do it. As writers, we have so much we can share.

Live More Lyrics

We are all calledTo grow and evolveTo be moreMore of who we are

Then share what we learnWith those we loveAnd those we knowAnd those who come after us

Kindness, like chocolate,Is best when sharedOne dayOne actOne smile at a time

Fear less, hope moreWhine less, breathe moreTalk less, say moreHate less, love moreAnd all good things are yours

Are you ready to be more?Are you ready to live more?Are you ready to love more?Are you ready to share more?

Be moreLive moreLove moreShare more

We are all calledTo grow and evolveTo be moreMore of who we are

Are you ready to be more?Are you ready to live more?Are you ready to love more?Are you ready to share more?

Start todayToday is the day

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I translated my friend Steve O’Keefe’s recent poem, Magic Lever, into a folk song. I hope you like it. And I especially hope that Steve likes it.

Poems make great songs. Any poet can write songs like these.

Magic Lever Poem

Everyone’s lookin’ for a magic leverLookin’ for a button to pressLookin’ for a phrase to utterTo get us out of this mess

Everyone wants a silver bulletOr a magical sword that slaysOr else they want a magic potionTo take the mess away.

I’m lookin’ for a new solutionSomething bigger than ever beforeOne spin that changes the worldA whisper that becomes a roar

I’m lookin’ for a magic leverSomething no one’s ever seen beforeI’m listenin’ for a secret signalThe whisper that becomes a roar

I’m lookin’ for a magic leverSomething no one’s ever seen beforeI’m listenin’ for a secret signalThe whisper that becomes a roar

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If you want to be successful in writing and marketing a book, the first fundamental is simple: Change your attitude. Control your attitude. Your attitude is the only thing in all of marketing a book that you have any control over. Be sure to keep it positive.

This book marketing tip and the song lyrics for Changing Attitudes are adapted from a speech by Charles Swindoll.

Changing Attitudes Lyrics

The longer I live, the more I realizeThe impact of attitude on lifeAttitude is more important than factsAttitude is more important than the past,Than educationThan moneyThan circumstancesThan failureThan successThan what other people think or say or do

Attitude is more importantThan appearance, giftedness or skillAttitude will make or breakA company…a church…a home

We have a choice every dayAbout the attitude we embraceWe cannot change our pastWe cannot change how people act

We cannot change the inevitableThe only thing we can do is playOn the one string we haveAnd that is our attitude every day

Life is 10 percent what happens to usAnd 90 percent of how we react to itWe are in charge of our attitudesWe can make or break every dayIt is our choice. It is our gift.

Life is 10 percent what happens to usAnd 90 percent of how we react to itWe are in charge of our attitudeWe can make or break every dayIt is our choice. It is our gift.

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The Author’s Guide to Strategic Sponsorships

The principles of sponsorship apply directly to book authors planning launches, tours, or large-scale promotional projects. Drawing from the strategies used by major events and industry experts, here are the top 10 reasons book authors should seek sponsors.

1. Get Substantial Financial Support

Sponsorship provides authors with direct funding to cover essential costs that might otherwise be unaffordable. This cash sponsorship can be used to fund a book tour, rent larger event spaces, or hire high-profile speakers and entertainers for a launch party. Financial sponsors provide these funds in exchange for promotional benefits and visibility, allowing an author to scale their projects without paying entirely out of pocket.

2. Enhance Credibility and Legitimacy

Partnering with well-known or respected brands can legitimize an author’s work in the eyes of the public. When a reputable company aligns its identity with your book or event, it signals to potential readers and attendees that the project is high-quality and worth their time.

3. Access In-Kind Goods and Services

Authors can reduce their overhead by securing in-kind (trade) sponsorships. Instead of cash, sponsors might provide the venue for a reading, catering for a launch event, or high-value technology and equipment. These partnerships allow authors to offer a premium experience to their readers while shaving off significant event expenses.

4. Reach New and Targeted Audiences

Sponsors often provide an author with a platform for discovery by introducing the book to their existing customer base. By identifying sponsors who share a similar target demographic, an author can tap into new networks of readers that they might not reach through traditional marketing alone.

5. Increase Media Coverage

Securing a media sponsor—such as a newspaper, magazine, or radio station—can lead to free advertising and live reporting on an author’s activities. This kind of sponsorship is specifically designed to boost awareness and attendance, potentially resulting in skyrocketing engagement and website visits.

6. Improve Attendee Experience

Sponsorship allows an author to provide exclusive perks that enhance the reader’s experience. This can include anything from providing free merchandise and goodie bags to hosting interactive activations that make a book launch more memorable and immersive.

7. Capture Leads

Sponsored events are excellent environments for capturing attendee data and generating leads for future book sales. Authors can use sponsorship to gain deeper insights into their audience’s demographics and interests, which is a valuable asset for long-term marketing strategies.

8. Network and Build Long-Term Partnerships

A single sponsorship deal can be the first step toward a multi-event collaboration or a strategic partnership. Building long-term relationships with brands provides authors with a stable foundation of support for future book releases and career growth.

9. Boost Social Media Exposure

Many sponsors look for opportunities to improve their own digital performance, which results in increased social media mentions for the author. Partnering with influencer sponsors can further amplify this effect through social media takeovers or shout-outs to a captivated audience.

10. Increase Revenue and Sales

By using sponsors to attract more people to an event, authors naturally generate more revenue through increased book sales. Sponsorships allow authors to keep ticket prices lower for their fans while still ensuring the project is a profitable business rather than just a donation.

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Coming next week, I’ll showcase an interview with Roberta Vigilance about getting sponsors for your podcasts, books, and events. You can find out more about Roberta, her books, and her courses at https://robertavigilance.com.

One of the biggest cultural events on the planet, South by Southwest, will be coming up soon in Austin, Texas (beginning on March 12). More info: https://sxsw.com.

This video showcases how SXSW became so big, by using its own marketing playbook.

So what exactly is SXSW? And how did it get so big?

With an attendance of just 700 people, SXSW started back in 1987 with a goal to help creative people achieve their goals. Fast forward to 2019, and that number had exploded to over 417,000 people from 106 countries.

So, what is this gathering really all about? It’s not just one event. South by Southwest, or SXSW, is really built on three core pillars: Ideas, culture, and connections.

Ideas

SXSW is essentially a pop-up university featuring 5,000 speakers spread over 2,000 sessions — all spread across 20 different programming tracks.

Culture

Then you have the second pillar, which is really the cultural heart of SXSW. It’s where it all started, the legendary film and music festivals. SXSW is a global stage for discovery. In 2019 alone, there were 133 feature films and almost 2,000 performing acts from 62 countries.

Connections

SXSW hosts more than 350 official parties and networking events. This is the glue that holds the whole shebang together, where a random chat or a line for a taco can turn into a million-dollar deal.

People

Who are the hundreds of thousands of attendees that make this whole thing tick?

SXSW features almost a perfect 50-50 split between male and female attendees with 62% of attendees between the ages of 26 and 44. They make up a who’s who of people in creative and innovation industries, including marketing and advertising, film and TV, books and music, technology and media.

Almost 60% are there to find new business. 42% want to connect with their clients.

This is why brands like Mercedes-Benz, Uber Eats, and McDonald’s show up in a huge way.

The big question: What’s the next big idea that’s will come out of this wild gathering in Texas?

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In the last episode, I showcased a country song based on John Donne’s famous poem. Some people asked if I sang the song. No, I did not.

The lyrics of the sonnet are by John Donne with a few modern tweaks made by me. The music and singing are done by AI.

I used a program called MurekaAI. If you decide to explore this AI program, please use my affiliate link: https://www.mureka.ai/?utm_source=rewardful&via=7aa6dd.

Why? Because it helps me pay for doing this newsletter and podcast. That simple. So, if you like your trial with MurekaAI and decide to sign up for a paid account, use the affiliate link above. Thanks1

Now, I’d like your feedback on the above version of Death, Be Not Proud. And I would appreciate knowing how you like this version versus the one from the last episode (featured below):

Death, Be Not Proud by John Donne

Death, be not proud, though some have called theeMighty and dreadful, for you are not so;For those whom you think you overthrowDie not, poor Death, nor yet can you kill me.

From rest and sleep, which but your pictures be,Much pleasure; then from you much more must flow,And soon our best men with you do go,Rest of their bones, and soul’s delivery.

You are slave to fate, chance, kings, and desperate men,And also with poison, war, and sickness dwell,Poppy or charms can make us sleep as wellBetter than your stroke; why swell you then?

One short sleep past, we wake eternallyDeath shall be no more; Death, you shall die.

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I create a song based on John Donne’s famous poem.

Death, Be Not Proud by John Donne

Death, be not proud, though some have called theeMighty and dreadful, for you are not so;For those whom you think you overthrowDie not, poor Death, nor yet can you kill me.

From rest and sleep, which but your pictures be,Much pleasure; then from you much more must flow,And soon our best men with you do go,Rest of their bones, and soul’s delivery.

You are slave to fate, chance, kings, and desperate men,And also with poison, war, and sickness dwell,Poppy or charms can make us sleep as wellBetter than your stroke; why swell you then?

One short sleep past, we wake eternallyDeath shall be no more; Death, you shall die.

A sonnet and song for those who love life and poetry!

Book Marketing Success is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.