The Potlatch Principle: How to Build Customer Relationships Through Content Marketing is the title of a book proposal I wrote as an entry to a contest for new business authors. 

And guess what? I was selected as one of three finalists that will face off in a final round! Now it's up to you, the public, to decide the winner by voting for your favorite book idea. The winner gets to have their book published and receives a coaching package for first time authors.

The contest was sponsored by Networlding, a successful social media consulting, coaching, implementation and integration firm based in Chicago. The contest was administered through CrowdSPRING, an online company that helps people access creative talent from around the world and one to which I have been a member since May 2009. 

I invite you to read about the three proposed books and cast your vote here. 

Here's my complete proposal for those who are interested. 

THE POTLATCH PRINCIPLE: How To Build Customer Relationships Through Content Marketing

I. THE CONTENT

The Premise

Social media has changed the way people make purchase decisions. No longer can companies simply “push out” a sales message to the masses; they now rely on strategies to “pull in” potential buyers.

Advocates of content marketing believe that high quality custom content can be a strong magnet to draw people in. They encourage companies to produce relevant, non-sales content and then give it away for free via blogs, videos, newsletters, podcasts and other media channels. The purpose of this book is to introduce content marketing to people in all fields and across all business functions. Readers will learn why they should use content marketing and how to develop a powerful content marketing strategy that pays back with recognition, loyalty and sales.

Explanation for the Title

A potlatch is an event practiced by the indigenous people of the Pacific Northwest. As part of a lavish ceremony, a high-ranking tribesman gave away the bulk of his assets as gifts to the invited guests. By redistributing his wealth in an act of goodwill, he gained stronger social relationships and increased his power. The more he gave away, the greater the benefits he received in return. 

Fast forward to today and you’ll see companies acting in much the same manner – giving away valuable content assets as a way to build relationships and strengthen brand power.

Unique Selling Proposition

People who read The Potlatch Principle will understand:

• The ways that consumers use social media to make purchase decisions
• The importance of building lasting relationships
• How high quality content can draw in new customers, improve communication and strengthen customer relationships
• What types of content might best fit their business

The book will provide:

• Stories and examples of how consumers interact with social media
• Stories and examples of why consumers seek out custom content
• Examples of the many types of content marketing
• A new model for message design
• A framework for building a content marketing strategy

The Manuscript

Anticipated Manuscript Length: 30,000 words (120 double spaced manuscript pages)

Special Feature: The book includes a digital handout that presents a new model for message design that can be shared freely across social media channels.

II. THE MARKET

The audience for this book will be business professionals in managerial or entrepreneurial roles who have limited experience using social media and who are looking for ways to make it work for their business.  The book will appeal to both men and women.

The term ‘content marketing’ is relatively new and not widely known. The few publications devoted to this topic were written for marketing professionals. The Potlatch Principle is different because it is written for all business people, not just those in marketing. Its story approach will have appeal outside of the typical business book audience.

III. THE AUTHOR

Credibility as a Thought Leader

I am a business professional with over twenty years experience as a writer, designer, and content creator. Recently I opened a small business that produces custom business content and helps organizations develop a content strategy. Previously, I was Director of Learning, Design and Media for a consulting firm in Chicago, and also held several instructional design positions.

I have an M.B.A. from the University of Wisconsin-Oshkosh and an M.S. Ed. in Instructional Systems Technology from Indiana University in Bloomington, Indiana. 

Marketing plan

I will aggressively market my book through my own website and blog. Because my business is regional, I am open to approaching other experts to co-write or contribute to the book which could open up additional pathways for marketing.

My plan is to use social media to create buzz around the new book.  I will send the book to professionals in the business management and content marketing space including bloggers and users of Twitter, Facebook, and LinkedIn. I will encourage others to post the digital handout model from the book.

Why ‘The Potlatch Principle’ Should Win

This proposal should win the contest because the concept is fresh and relevant and will appeal to a broad audience. The book fills a current need to introduce content marketing to non-marketing professionals, and I have the appropriate background to write about this topic.

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Remember, you can help me win and get this book published if you vote for me here.