What Happened When Jack Canfield Tweeted My Book to His 1M+ Followers
On August 10, 2023, a book was broadcasted to Jack Canfield’s 1M+ Twitter following. Can you guess what happened?
Jack Canfield, co-author of the #1 New York Times-bestselling Chicken Soup for the Soul series, and author of The Success Principles, tweeted my book to his 1 million Twitter (X) followers. Can you guess what happened next?
As part of the “bonuses” included in the $12,000 Jack Canfield mastermind I attended, you get to have your book tweeted to Jack’s 1M+ Twitter followers.
I remember my pupils dilating when I saw that.
1 million new eyeballs!
Sales!
As you might expect (or not)…
Nothing happened.
No extra sales.
No extra action.
No bump up in my KDP dashboard for an increase in paperback or eBook sales.
Zero.
Zilch.
Nada.
It was a little embarrassing, I’ll tell you, but I learned a lot from that experience, and I hope to pass on this expensive, yet exhilarating, lesson to all of you.
What I Gained From That Tweet:
Increased brand awareness
Authority via association with Jack Canfield to the 2.5k people who saw the tweet
This blog post
A lesson in marketing
What I Didn’t Gain From That Tweet:
Increased book sales
Promotion to the right market who were already looking for a book like mine
Consulting, speaking, or any other paid gigs related to rainwater harvesting
Truly, in retrospect, the most important lesson I gained from that experience was a lesson in marketing.
And what is marketing, except… the market?
The people who follow Jack Canfield are there to learn from content related to success, business, spirituality, positivity, and manifestation.
They expressly pressed the “Follow” button in order to do that.
And when they see content related to rainwater harvesting, or any other unrelated topics, like monster trucks, diabetes, fishing, or interior design, it just doesn’t make sense to them.
Even now, you’re probably reading those topics and thinking they’re very random.
They aren’t random if someone is looking for content on monster trucks.
Or diabetes.
But relevance is incredibly important.
It’s everything.
And frankly, it’s energy-efficient.
Marketing is always about bringing creative ways of helping people who are already interested in a certain topic to them.
I believe it was Seth Godin who said that the Internet is not good at sharing broad topics to a broad market, but it is extremely good at sharing niche topics to niche markets. 🎯
1 million followers can mean zero sales.
But laser-focused marketing to a laser-focused market can mean a million dollars in sales.
Let this be a reminder to you that your marketing is only as good as the people you’re talking to.
Don’t get distracted by fun, shiny numbers like “million” or “billion.”
This is also a good reminder that your greatest tool in building a business is your focus. 🎯
If you would like to see how I sold 15,000+ copies of a rainwater book (with 183 Instagram followers) using laser-focused marketing, and attracted podcast invitations, speaking invitations, and even a trip to Hawai’i, check out my author success masterclass.
It’s designed to help new authors and unsuccessful authors find the success they crave.
So they can make more money & help more people, with less work over time.
👇🏽 Why else do you think no sales occurred from this tweet?
Leave your thoughts below!