Those things that are human and personal — they’re more valuable now than ever before. And human-to-human interaction will only increase in value.
Two and a half years ago, when Steve Pacinelli and I launched Rehumanize Your Business: How Personal Videos Accelerate Sales and Improve Customer Experience (you can find it here), we followed Jeff Walker’s product launch formula. The formula involved sending a lot of emails to drive people to a series deep, educational videos — and at the time, it was incredibly effective.
Fast-forward to two and a half months ago; we were gearing up to release our second book, Human-Centered Communication: A Business Case Against Digital Pollution. And we found those mass emails that performed so well two and a half years ago weren’t the key to success.
So what worked best? What drove the greatest results? Relationships. More specifically: personal, one-to-one video messages.
I’m confident that landing at #2 on the Wall Street Journal list of bestselling business hardcovers, getting tagged a Bestseller on opening day by Barnes & Noble, and ranking in several Amazon categories (including #1 in Customer Relations, #2 in Organizational Culture, and #3 in Sales & Selling) had more to do with a few hundred personal video emails than a series of mass emails.
Starting about three months before publication day, I sent a few videos to various people. I didn’t follow a script or any selling formula. I simply sent a personal video message by email or LinkedIn to people I thought would be interested in learning about our book (and I included why I thought they’d like to know about it). There wasn’t a specific ask or call to action, just a genuine face-to-face connection. And guess what? People responded — not with one click like we so often look for in email analytics, either. But with words of encouragement that inspired genuine conversations, book orders, and podcast invitations.
Why? Because people and relationships matter more today than ever.
I’m Ethan Beute, Chief Evangelist at BombBomb and host of The Customer Experience Podcast. In this episode, I share how our launch strategy has changed to reflect the thesis of our book — that human-centered communication is the most meaningful and successful way to cut through today’s digital pollution.
Join me as I discuss:
• How personalization promotes memory and drives motivation
• What resulted from a personal approach to the launch
• What I said in my video messages and how people responded
• Why human interaction matters even more digitally, virtually, and online
A More Personal Way to Launch a Book
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Other Episodes You Might Enjoy:
- Episode 163 with Ethan Beute, “Restoring the Balance: Human-Centered Communication”
- Episode 114 with Ethan Beute, “The 6 Ps of Writing, Publishing, and Selling Your Book (Part 1 of 2)”
- Episode 119 with Ethan Beute, “The 6 Ps of Writing, Publishing, and Selling Your Book (Part 1 of 2)”
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