The Author's Edge: Issue 10

Every Expert You Quoted in Your Book Is a Referral Partner. Here Is How to Activate Them.

You probably quoted, cited, or mentioned other experts in your book. Maybe you referenced their research. Maybe you told their story as a case study. Maybe you listed them in your acknowledgments. Each of those people is a potential referral partner, and most authors never reach out after publication.

This is a missed opportunity worth thousands of dollars in free promotion. When you send someone a copy of your book and show them where you featured their work, something powerful happens. They feel seen. They feel valued. And most of them will share the book with their own audience without you even asking. It is the most natural form of cross-promotion that exists, because you already did the hard work of building the connection inside the manuscript.

The strategy is simple: identify everyone you mentioned, send them a personalized copy with a note flagging the specific page, and then propose a simple cross-promotion. Guest on each other's podcasts. Share each other's content. Refer clients back and forth. The book becomes the introduction that starts a professional relationship, not just a citation.

Let's look at how two very different authors would run this exact play.

How financial-services co-authors would run it: Jayson Lowe and Richard Canfield

Jayson Lowe and Richard Canfield are the co-authors of Don't Spread the Wealth: How to Leverage the Family Banking System to Own All the Gold, Make the Rules, and Enjoy Generational Riches, a USA Today-featured bestseller. Jayson is the founder of Ascendant Financial Inc. and one of North America's leading authorities on the Infinite Banking Concept. Richard is an Authorized Infinite Banking Practitioner and co-host of the Wealth Without Bay Street Podcast.

Their book is built on the teachings of their mentor, the late bestselling author R. Nelson Nash, who created the Infinite Banking Concept. Throughout the book, they reference financial professionals, advisors, and thought leaders who shaped their approach. Each of those people is a node in a referral network Jayson and Richard can activate.

Here is how it works in their world. A financial advisor they quoted in Chapter 5 receives a signed copy with a note: "Your insights on cash flow planning made this chapter stronger. Thank you." That advisor now has a reason to share the book with their own clients and colleagues. A podcast host they mentioned gets a copy with a bookmark on the relevant page. That host now has a ready-made episode topic: "We were featured in this new bestseller, and here is what we discussed."

For Jayson and Richard, every expert they cited becomes a potential co-host, podcast guest, referral partner, or joint venture collaborator. The book is not just a product. It is a networking tool that keeps working long after publication.

Website: https://www.ascendantfinancial.com

How a husband-and-wife team would run it: Brian and Mary Jo Sullivan

Brian and Mary Jo Sullivan took a different path to the same destination. Their book, Entrepreneurial Trinity: Start and Grow a Business, Build a Strong Family, and Nurture an Abundant Faith, tells the story of Brian starting an engineering firm with three small children at home, working hundred-hour weeks, and discovering how to balance faith, family, and business growth.

The book is deeply personal, with Brian narrating the business journey and Mary Jo writing letters to him about what was happening at home during each chapter. But woven throughout the story are other entrepreneurs, business leaders, pastors, mentors, and coaches who played pivotal roles in their journey. Brian and Mary Jo did not just mention these people. They told their stories and credited their influence.

Each person featured in the book now has a personal stake in its success. The pastor who counseled them during a cash crisis shares the book with his congregation. The business coach who helped Brian scale his engineering firm recommends it to new clients. The EOS Implementer who worked with their team mentions it during workshops. Brian and Mary Jo did not need to pitch these people. The book pitched for them.

The difference from Jayson and Richard is the nature of the network. Jayson and Richard operate in financial services, where referral partnerships are structured and transactional. Brian and Mary Jo operate in an entrepreneurial community, where relationships are personal and trust-based. Both types of networks respond to the same trigger: someone you respect featured you in their book, and you want to return the favor.

Website: https://entrepreneurialtrinity.com

Your 15-Minute Action Step

Set a timer. This should take you no more than 15 minutes.

1. Open your book's manuscript or a printed copy. Search for every person you quoted, cited, profiled, or mentioned by name. Include acknowledgments, endorsements, and footnotes.

2. Create a simple spreadsheet with four columns: Name, Where They Appear in the Book (chapter and page), Their Platform (website, podcast, social media), and Contact Info (email or LinkedIn).

3. For your top five experts, write a personalized note. Keep it short: "I wanted you to know that your work on [topic] influenced Chapter [X] of my book. I am sending you a copy. Page [Y] is where your insights show up. Thank you for the impact you have had on my thinking."

4. Send them a physical copy of your book with a handwritten sticky note on the relevant page. Physical books get attention that emails do not.

5. Two weeks after they receive the book, follow up with a simple ask: "Would you be open to a podcast swap or a social media share? I would love to return the favor by promoting your work to my audience."

Swipe File

Expert Outreach Email Template:

Subject: You are in my book (page [X])

Hi [Name],

I recently published [Book Title], and I wanted you to know that your work on [topic] played an important role in shaping Chapter [X]. Your insights on [specific contribution] helped me build a stronger argument for [key point].

I am sending you a complimentary copy. When it arrives, check out page [X] to see where your influence shows up.

If you enjoy the book, I would be honored if you shared it with your audience. And I would love to explore ways we can support each other's work, whether that is a podcast appearance swap, a social media share, or a co-created piece of content.

Thank you for the impact your work has had on mine.

Best,

[Your Name]

Referral Partner Tracker Template:

Create a spreadsheet with these columns:

Name | Role/Title | Where Referenced in Book | Platform (Podcast/Blog/Social) | Contact Info | Date Outreach Sent | Response | Cross-Promotion Agreed | Status

Refresh this list every quarter. New relationships lead to new referrals, and active partners are your most reliable source of sustained book sales.

This is Issue #10 of The Author's Edge, our monthly newsletter for authors who want their book to do real work instead of gathering dust. Every issue gives you one tactic and a 15-minute action step. Want each new issue, plus a community of published authors to trade launch support and cross-promotion with? Join the free Jetlaunch Author Network at jetlaunch.net/network.