A while back, one of my books, "400 Latest & Greatest Small Business Ideas From Around The World" was released through Amazon on a tiny marketing budget (read virtually 'zero').
As a result, getting quality endorsements for the book was critical.
So far, the book has received great endorsements from Duncan Bannatyne (from BBC's "Dragons' Den"), the Editor of "Real Business" magazine, David Meerman Scott and, and more recently Stephen R. Covey, Author of The "7 Habits of Highly Effective People" & "The 8th Habit: From Effectiveness to Greatness".
Dr Covey has stated for marketing use that my book is "A marvelous resource for anyone looking to start a business--packed with good ideas, including the pros and cons of each concept." I can use this endorsement in all marketing materials, web promotion, on the cover etc
How did I get these endorsements including Dr Covey's?
Simple. I sent them a copy of the book and a polite letter asking for it.
Total cost: about $10 each.
I almost had the "Rich Dad, Poor Dad" guy on board (with the same letter below) - it didn't work out and I've had a few 'no's' (e.g. Richard Branson) on the way but the 'yes's' are marketing gold that money couldn't buy (these guys are multimillionaires).
The moral of the story is that we should never talk ourselves out of an opportunity without at least trying.
One important tip: Make sure the envelope you send with the letter in is stamped "Personal" or "Confidential" to give it a chance of reaching the inner circle of your target.
Here's the actual approach letter I used - hope this helps you and PM me if you need further advice on this kind of approach
ATT: Dr Stephen R. Covey
2200 West Parkway Blvd
Salt Lake City, UT 84119
Dear Dr Covey,
RE: POSSIBLE ONE-LINE ENDORSEMENT OF NEW BOOK FOR ENTREPRENEURS
As a long-time fan of your work and the London-based author/editor of the enclosed new entrepreneurial small business title,
Small Business Ideas:
400 Latest & Greatest Small Business Ideas From Around The World
I was hoping that you could briefly peruse the enclosed book and consider a one-sentence endorsement of it.
As this unique book encourages entrepreneurship and self-empowerment - much like your own inspiring works - it seems like the kind of publication you might consider endorsing. In a way, this book also celebrates the remarkable brilliance of business and product innovation around the world today and offers the necessary information for entrepreneurs to contact these individuals and organisations.
A one-line endorsement by yourself - if kindly given - would thus be used on Amazon and Barnes & Noble and on future editions of the book. The book has just been released on Amazon.
Your kind recommendation would also be a tremendous help to a fellow entrepreneur, albeit one further down the 'food chain' than yourself.
If considered favourably, such an endorsement can be sent through e-mail to me via terrykyleXXX@yahoo.com or by the fax number above.
Sincere thanks in advance for your time Dr Covey and feel free to contact me in Britain on +44-XXXX-XXXX if you have further questions.