I had thought of calling this step Get Someone Else to Do It but decided to be more tactful. It is however, your goal. My favorite part of Tom Sawyer is when Tom is told to paint a fence & he motivates other boys to do it for him. What an incredible example of leadership! It's a hot dirty job & he manages to make it look inviting, so inviting the other boys BEG him to let them do the job!
An Inventive & Effective Leader
This is clever on so many levels. First, Tom knew exactly who he needed to recruit for the job at hand. Second, he made a dirty job look good. Tom gave those boys a vision of the mind-numbing job of fence painting look so good they BEGGED to do it for him! Third, while it would have take Tom alone a long time to finish painting the fence, the group of boys churned it out in no time. Dividing up the work assigned to 1 person among a group people made the task easier & quicker to accomplish. Fourth, while Tom had to get the ball rolling, beginning the painting himself, once he recruited others to help out, Tome was able to sit back & let the work continue without his help.
Following Tom's Example
Now, I know Tom Sawyer is not used as an example of effective leadership, although perhaps he should be. You can however, learn a lot from Tom's example, discovering ways to promote & share your message by getting others to do it for you.
Recruit the Right People
First, you have to determine who the right people are to recruit for the job. Look for bloggers, podcasters, etc that have a message that compliments yours. It might be on a topic you have considered using but felt it would pull you too far off your focus. This allows you to offer your market information you would like to create without having to spend the time researching & writing. Once you have found a few people, you want to recruit them to help you share your message with their audience.
Make It Look Good
Tom made a hot dirty job look good which encouraged the boys to ask to help. You need to made the job of sharing your message look good to others so they willingly offer to do it. How? By showing them what's in it for them. You want to create a partnership with them that is mutually beneficial. Contact them & ask if you can share their site, material, broadcasts, etc with your audience. If you have a podcast, ask about interviewing them. When you post the material, be sure to send them the link. I like working with women that are just starting out. They are so excited for the exposure & I like helping them. When the article, post, program is available, they share the link with EVERYONE THEY KNOW! This drives new people to your material. Be sure to provide links to your other resources so visitors can learn more about you. You can also share links to their sites on your site in exchange for them doing the same for you. Or share their book, program whatever in exchange for doing it for you. This is all mutually beneficial.
Many Hands Make Light Work
Finding the right people & sharing their material or interviewing them takes time. Eventually though, it makes less work for you. The more people you help, the more people you are able to reach. Tom could have recruited 1-2 boys to paint for him. Instead, he recruited a group that should have been able to knock the job out in no time. It took time for him to recruit that many boys but it paid off in the long run. It will take time for you to recruit the right people but it pays off in the long run. The people you help drive a new audience to your sites without you spending any money. You must simply invest the time at first.
Finally, They Come to You
After Tom had recruited a few boys to paint, I imagine other boys began to show up ASKING if they could paint too. tom would no long need to recruit helpers. They would come to him, wanting to participate. The same thing will happen to you. At first, you will need to find people whose material you can promote. You will need to keep doing it day after day. Eventually, however, you will reach the tipping point where the process takes on a life of its own. It happens slowly at first. Just one person here & there asking you to share their message. Drip, drip, drip until the rush begins. Soon, your mailbox is filled with people asking to be interviewed, wanting you to share their book, seeking to have you promote their site. At this point, like Tom, you can sit back & watch the work continue without any effort on your part. Well, almost. You still have work to do. However, your listeners, subscribers, numbers continue to grow without any effort on your part. All you need to do is help other people & continue to create new content. Not bad, huh?
So, there you have it. It takes time to go through the entire process. Not every message will need the entire process. Let's face it, not every blog post can be turned into a book! You can, however, follow the steps as far as each topic takes you. This systematic way of building on your message saves you time & helps you focus & grow your brand with less stress & greater success!