Here’s how Benton, author of How to Think Like a CEO (Warner Books) and Executive Charisma (McGraw Hill), among other books, manages to keep her contacts fresh:
“I ask people to provide their advice and experience for a book or article that I’m writing,” she says. “That’s the ‘getting in touch’ part. Then, I get back to them with preliminary findings, or ask another round of questions or thank them again for their unique angle.
“As the publication date approaches, I send them advance press releases, and then I send the book. It doesn’t hurt their ego that I asked! It’s valuable to them because when I quote them, it enhances their self-promotion.”
The approach works well for her.
“One CEO called and told me yesterday, ‘I was in the Hong Kong airport and saw your new book, opened it up and found my name there. What a great surprise.’”
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