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I often see people—typically experts—doing great work and then not doing enough to share their great work, whether it’s a book, research paper, or just a cool blog.
This is particularly true in academia, which often frowns on people engaging in promotion, marketing, or anything that smells like boosterism.
But if you've worked on something hard, why would you not want to promote it? If you’ve put in the hours, why not share it with as many people as you can and help the world gain from your insights?
I’ve written three books and countless reports and articles, and I’ve thought a lot about promoting work in ways that are authentic. After all, you don’t want to be smarmy or a shill, and I’d argue that promotion that truly engages other people and builds a like-minded tribe is not really even promotion. Rather it’s what ultimately results in genuine change.
In this column, I want to outline some of the ways that people in their field can promote their work in ways that get attention. I'm not going to talk too much about social media since it's often brimming with fake news and can often feel a little trite. Instead, I'm going to outline a few ways that I have found to allow people to make a difference through marketing that seems authentic and field-building.
So how do you promote your work, whether it's a book or blog or new research paper? First off, you need to be assertive. People won’t know about your work unless you tell them.
One thing that I often recommend is an op-ed. Op-eds are a popular form of writing used to express an opinion. These pieces appear in newspapers or magazines and should not be confused with editorials, since op-eds are written by someone who has no connection with the editorial board.
In order to write an op-ed, you’ll need a clear and concise argument, no lengthy pieces. Op-eds should be easy to follow and understand. Make your op-ed as relevant as possible by tying it to what your audience knows and link to other helpful sources on the internet when applicable.
Note that op-eds and other press only get “grasstops” attention. But, in the end, you want a following. Having a group of supporters who enjoy your work is what creates change. To do this, you need reciprocity. You must engage with your following in a real and genuine way to develop trust.
In this area, I recommend email lists. I know—email feels like the electronic version of the Pony Express. However, it makes a huge difference when you land in someone's inbox.
One way to expand engagement via email marketing is to have an automated newsletter or something similar sent out on a regular basis. They don’t have to be excessive, but they do need to be consistent. This way people won’t forget about you.
You can build on the email list by practicing other marketing efforts. For nonprofits, I highly recommend Google Ad grants, which is essentially free marketing money. This guide to Google Ad Grants is a helpful starter. It’s very easy to apply to the program, and nonprofits are rarely rejected.
Promotion can be daunting, but if you want to see growth or any sort of change, you have to be willing to reach outside of your comfort zone. There are many tools and resources at your disposal, and if you’re willing to put in the work, you will see results both for your work and for the field.
