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Ramp Up a Systematic Referral Machine

is to gain the endorsement of someone who already has all of those
things.

Here’s an often-forgotten tip. Famous authors or other celebrities
in your industry started out as people. Okay, some are still people,
and that’s the point. Approach them as such and you may find that
your project or organization can gain some very favorable support.

If you read a book that you loved, write the author and say so.
(Almost all authors have blogs these days too.)

If you liked a product, write someone in the organization and
offer your testimonial.

If you find a particularly well-written article in a magazine, write
the author and comment on the topic.

You can build a very powerful, high-profile network of mentors,
contacts, and champions if you approach it in the right fashion. First
off, give before you ask. Prove that you aren’t just some stalker looking
for an author’s private e-mail address, and you will get much further.
Buy the writer’s book, link to his or her blog, or send the author an
article or resource that pertains to his or her work. Build a relationship
or at least get on the radar screen. Don’t just send off an e-mail asking
someone to endorse your product. (You may not be the first person
that day to do so.)

A couple more tips. Be bold, but be realistic and polite. Before
you hit pay dirt, you may have to hear a time or two, “I’m sorry, Mr./
Ms. Big can’t talk to you right now. Call back when you’re somebody
important.”

One of my favorite responses was from someone I won’t name. I
asked this author to do an interview on a radio show I hosted at the
time. I promised that we could tape the interview whenever it was
convenient. The response was simple and to the point: “I’m sorry. I
don’t think I’ll ever be available.”

If you have a plan, and you are personal and sincere, you just
might catch your celebrity when she is in a good mood and remembers

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