Better Worlds and Bigger Platforms

By Michael Drew - Nov 19 , 2008

In a perfect world, your marketing platform would unite millions of people across the globe. Each book you released would be met with seismic exuberance and anticipation. Lives everywhere would be improved as a result of your work.Unfortunately, we don’t live in a perfect world. And your marketing platform isn’t quite that seismic. But you are still in a position to help make a difference …and grow your platform in the process.

Last week, I wrote about how society has been moving deeper into a Civic Cycle since 2003. When that happens, a ‘teamwork’ mentality prevails. Everybody feels inspired to come together and do their part, to take action and do what they can. So it isn’t surprising to read that—

• Applications to Teach for America, which recruits graduates for underserved urban and rural areas, has nearly tripled from 2000-2006.
• The Peace Corps took 7,810 volunteers in 2006 — its largest number in 30 years.
• AmeriCorps*VISTA (Volunteers in Service to America), which pairs recruits with non-profit organizations, had a 50% jump in applicants from 2004-2006.

(I pulled these statements from a July 7, 2006, USA Today article entitled “Volunteer rates hit record numbers.” Yes, that was over two years ago, but remember, this Civic mindset has been spreading since 2003. I’m sure each of these organizations has seen even greater participation since it was written.)

The point is, the people in your target audience aren’t just evaluating your book anymore—they are also evaluating you. Sure, they still want to know about your book. But they also want to know about your values, and what you are doing to make the world a better place.

Dove figured it out. They created a Campaign for Real Beauty and started the Dove Self-Esteem Fund to instill confidence in young girls who are inundated with beauty-related stereotypes. Have you seen the Evolution video that started it all? Very powerful. I know I plan to show it to my daughter when she is old enough to understand it. The video has been seen by more than five million viewers on the Internet – and Dove put zero distribution budget behind it. They simply created the spot and put in online and let the world tell each other about it. And they did. Because they obviously feel it is a message worth repeating.

Coca-Cola is paying attention, too. Did you ever see their animated Grand Theft Auto spot? Very creative spin on the idea of helping your neighbor and coming together as one. And it has generated almost two and a half million hits on YouTube alone.

And then there is Manika, the 15-year old animal lover and children’s book author who is donating all the proceeds from her first 500 book sales to the Nevada SPCA animal shelter. At $29.99 per book, she’s donating $15,000 –but she’s also building a marketing platform that will serve her well for whatever she chooses to do going forward.

Today’s customers aren’t just buying what you sell:  They are buying who you are. So the question is, how can you help with your work and your words? Figure it out, because you can make a difference – and grow your platform in the process.

“Never doubt that a small group of thoughtful, committed people can change the world. Indeed it is the only thing that ever has.” —— Margaret Mead

Questions about building a marketing platform in a Civic cycle may be directed to Michael R. Drew at the Austin, Texas, headquarters of Promote A Book: 512-858-0040. You can also contact Michael via email at michael@promoteabook.com.