You miss one hundred percent of the shots you don’t take.” ― Wayne Gretzky
I am a Norwegian calling Norway and can’t speak Norwegian in order to talk with magazine editors to promote my client’s book.
One more time. A Norwegian calling Norway but can’t speak Norwegian. How was I supposed to make the connection?
Here is the story: I have a client, who recently released her first book. I have been reaching out to local media in California as well as nationally to get eyes on her message and her book (by the way, the book is good).
My target and how I reached out: I would get up at 5:30 a.m. and brew a large pot of coffee. My notes and contacts were ready and sitting next to my computer. With coffee in hand I would put on my head set and dial the editors of the Norwegian magazines. Was I brave to make the call? I don’t think so. What is the worst that can happen?
Best case scenario? They are interested and want to know more. Worst case scenario? They are not interested and hang up on this stubborn Viking. I have experienced both, by the way – many times. For the most part I have met resistance, but what I have learned is you that if you stick with it someone will be interested in what you have to say.
Everybody loves a success story. Yes, I said everyone. If you don’t like success or a good story you should keep that to yourself and move on. If you like success stories with a bit of attitude you have come to the right place.
Take a shot! When I made the decision to contact Norway, because my client’s roots are there, I didn’t really consider the language as a challenge but thought this would be fun.
How it went down: “Good afternoon, (Norway is 9 hours ahead, so even though it’s early morning for me it’s almost the end of their day). My name is Arne from Southern California. I am a Norwegian who does not speak Norwegian. How are you today? I appreciate you taking a moment to allow me to introduce myself and share my client’s story, message and book.”
I would ad lib as I continued on, depending on how things went. You always have to be flexible and adjust as you go.
Why am I sharing? Because taking a shot can make a difference. I got my client several articles in Norwegian publications. No shot (or no call) = no opportunity. The more you reach out, the more doors open.
Take the shot, make the call and offer what you can. Most importantly be genuine and remain humble. You’ll be amazed, the more shots you take the more you’ll score!