This is the second of my three-part series on how to build your email list. Part one detailed how to use a lead magnet to start collecting email address. In this article, I will discuss a powerful technique to help make your next book launch successful.

In this article, we’re going to be talking about a street team. This idea also goes by a couple of other names—advance review team, advance copy team, or ARC team.

The bottom line is that these are people you specifically go to for reviews when you launch a brand-new book. They read it in advance and on launch day they go purchase a copy of it—and more importantly, they leave a review for it right away.

What does this do? A couple of things:

  • You don’t have to rely on swapping. These reviews will be relatively safer.
  • It guarantees you get a few sales right away. Can’t hurt, right?
  • As your street teams grows, you can go bigger and bigger with your launches.


Watch the video below:


I’d like to give you a real-life example of just how powerful this technique can be. I’d like to talk to you about a book called The Front Row Factor.


I was the lead launch manager for this book. We spent months promoting the book: e-mailing, connecting with people on social media, doing everything we could to build up a launch team of 200 people—that was the golden number we were aiming for. 


It was a lot of work, but it all paid off on launch day. By the end of day one, we had over eighty-six organic reviews. That’s right, eighty-six organic reviews within the book’s first 24 hours!


I don’t want to give you the impression this is a quick-fix strategy. It took months of hard work to build up this street team, but all that effort paid off in a big way. The book has only been out for a few weeks now, and it has well over 100 completely organic reviews.


So, how do you actually build a street team? Well, what I do for my books is pretty simple.


I have my regular lead magnet and then I have an offer to join my street team. The street team are people excited about your book. They’re your biggest fans and I also let them in on the writing process. They’ll get an early version of the book, which they can comment on, saying “change this” or “I like that.”


But most importantly, on launch day, I send them another e-mail saying “The book is available, could you go pick it up and leave a review?” Of course, not everyone leaves a review. That’s just the nature of business. But the important thing is that you gain a bunch of people who are excited and looking forward to your book.


Now, I don’t want to give you the impression that this is a quick-fix solution. Assembling a street team isn’t as simple as setting up the email—it will take some real time and effort. But once you do it, and if you do it the right way, your book launches will be completely different. You get organic reviews right away and you get sales right away (and we all know how favorable that is for your Amazon rankings!).

You can see now how powerful a tool having a street team can be. Are you building a street team? Let me know in the comments. And check out the final part of this three-part series, in which I tell you how to use your email list to build long-term success. 




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