Who's Got Your Back: The Breakthrough Program to Build Deep, Trusting Relationships That Create Success- and Won't Let You Fail
By: Keith Ferrazzi
Book History
After his freshman book Never Eat Alone sold more than 250,000 copies, Ferrazzi faced an interesting challenge. His 2nd book Who’s Got Your Back? had extremely high expectations. Like many authors, publishers expect your next book will perform better than the last. And, Who’s Got Your Back? was no exception—especially when you’re branded as a relationship marketing guru. Ferrazzi contacted RSI knowing that in order to launch Who’s Got Your Back? as a New York Times bestseller, he needed expert execution. He needed to “Go Big.”
Execution
RSI helped create all of Ferrazzi Greenlight’s book marketing, which ultimately resulted in the creation of Keith’s speaking career—gaining invaluable publicity and brand awareness. Then, 21,000 orders were strategically made through RSI’s vast network of reporting sources. A Google checkout system was created to mobilize the Ferrazzi community—offering incentive opportunities for purchase and generating additional orders.
Result
RSI processed 12,000 individual names and addresses to Amazon within 48 hours. Achieving #1 in all books on Amazon.com, and #1 on BN.com
Through RSI’s prompting and relationships, Ferrazzi Greenlight secured a $2 million sponsorship with the University of Phoenix for a major book tour, which included the purchase of individual books for every member of the 2009 graduating class.
To bolster results and ranking, RSI launched a strategic campaign spread among 55 different reporting retailers nationwide.