(Part 2) How to Get Sponsors to Finance your Book in 6 Simple Steps!

sponsors welcomeIn Part 2 of this two-part series, I’ll cover what you have to do to reach out to potential sponsors. (#1-#3 are covered Part 1).

To read last week’s article, go to: http://ellenlikes.com/sponsor-1 on this blog.

4. Create a proposal letter. Make clear the intent of your letter in one or two sentences so the potential sponsor’s representative can quickly and easily understand the purpose of your letter once you find out where they are (Step #5). Explain the benefits of sponsoring your book and how the company’s money will be spent. Provide your phone number and offer to speak to the representative to discuss it further at his or her convenience.

5. Find out who to talk to or where to send your proposal. Get their address, phone number, and/or extension. A good place to start is to Google their website. LinkedIn is another good source for finding information on companies. Call the head office first to confirm that the person listed is still there and still in that position. That will also give you an opportunity to get the name of the receptionist.  (I will explain why you want this in Step #6.)

Next, go back and fill in the salutation for each proposal letter and personalize it; do not say, “To Whom This May Concern. You’ll want to have the letter done first so you’ll know what you plan to propose and you’ll be ready if you are called upon to share it when you contact the person in Step #6.

6. Contact the sponsor. When you call the company’s main office, ask to see their sponsorship guidelines, do not ask to speak to someone about a sponsorship. If you do, you will most likely be directed to an online form or be given a generic email address that will land your request in a slush pile of requests never to be heard from again! By asking for the guidelines, you are not asking them for a sale, which could put them off. They may tell you who you need to speak to, his or her direct number, and/or email address.

If they have guidelines and they direct you to them,  you should download them and review them so you can get a feel for how to approach the organization the next time you call. Then, follow their directions for how to proceed. If they do not have guidelines, call back and ask to speak to the sponsorship representative to find out how to proceed, but be ready with your proposal in case he or she asks you to give him or her the details right then on the phone or to fax them over.

Once you’ve laid out your proposal, be sure to follow up until you get a definitive response. Company representatives are busy, so you have to be persistent, but patient. Don’t give up unless or until you are certain that the company is not interested in your proposal or if you find out during the process that they are not a good fit for your book project.

Stick with it and you could reap some big rewards for your book promotion as well as for other events and programs. Plus, when you get your sponsors the results they are looking for, some will want to continue on with you, so it could be the start of a very productive long-term relationships.

To learn more, I highly recommend Corporate Sponsorship in 3 Easy Steps: Get Funding from Sponsors Even if you are just Getting Started, from Sponsorship Expert, Linda Hollander
http://ellenlikes.com/sponsorship-book

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