This past weekend I sent out the scariest batch of emails in my life, those emails you send out and then dread checking your inbox in case someone replied.

You see, I recently self-published my first collection of short stories, poems, and illustrations, How to Outsmart Tea Pirates (and other useful sailing tips).  In order to get my book into local bookstores and Barnes and Noble, I need social proof to show them how many people have bought and loved my book since its launch.  Most books you buy nowadays have reviews on the back from people like Stephen King or the New York Times Bestseller reviewers.  So how can I get this sort of social proof and land my book on a shelf?

I have to dream big!

That’s where the emails come in.  I crafted a long list of children’s writers, illustrators, singers, and reviewers that would speak to my customers.  I wanted them to see names they were familiar with and whose work reflected my passions.  Then I wrote an amazing pitch email showing these big hitters how their ideologies and passions aligned with mine and I asked if they would be interested in sending me a 1-2 sentence blurb to use on the back of my book.

So who did I email?

My scary, ‘dream big’ list included:

• Fantasy writers: Neil Gaiman, Terry Prachett, Garth Nix,
• Illustrators: Carson Ellis and Gemma Correll (England’s most famous illustrator)
• Singer, songwriter: Colin Meloy of the Decemberists
• Reviewers: San Francisco Chronicle, my local newspapers, and NPR (yes, that’s right, NPR)

Did I hear back from all of them?  All but one emailed me within a day.  I couldn’t believe it!  I honestly didn’t expect to hear from more than half.

Did most say yes?  No, but that only pushed me to email more people and think outside the box.  The people who did say yes are definitely still big names so I’m stoked!

It’s so easy for us to put our hearts and souls into a project and then just let it out into the world but there’s so much more we can do to dream big.  Once your project is out there, it’s time to garner social proof to land your work into local (and national!) stores.  Social proof convinces not only store buyers but your future customers that your work is something to take seriously.  After all, how many people buy something if they’ve seen Madonna wear it?

Books (whether an e-book or a physical book) definitely need social proof in terms of reviews or blurbs on the back but other things benefit from it too.  If you’re a coach, you should show off your reviews in your descriptions or in a rotating widget in your sidebar.  If you’re a jeweler or sewer, ask people if they can send in a picture of themselves wearing your work.

And remember, don’t just use your existing customers.  Dream big!  Send out emails to your mentors, idols, or those people you dream of meeting one day.  See if you can send them something free to review.  Most people are only too happy to help.  Just make sure you make it as easy as possible for them to help you out.  After all, they’re as busy as you are.