Hustling: How to Spread the Word About Your Work

The $100 Startup by Chris Guillebeau

The following advice is excerpted from The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Future by Chris Guillebeau. For longtime readers of my blog, you probably know how often I recommend Chris’s invaluable and free manifesto, 279 Days to Overnight Success. His latest book, The $100 Startup, offers practical advice on how to build a business doing what you love with only a modest investment.

Giveaway: One commenter was randomly selected to receive a free hardcover copy of The $100 Startup. The winner: Diane Krause.


What does hustling mean? There are a few ways to look at it, but I like the approach in this poster by Joey Roth:

Hustling by Joey Roth
by Joey Roth

This distinction between the three icons represents the difference (and the likely success or lack of success) of a person or business hoping to promote something for sale. A charlatan is all talk, with nothing to back up their claims. A martyr is all action with plenty of good work to talk about, but remains unable or unwilling to do the talking. A hustler represents the ideal combination: work and talk fused together.

Being willing to promote in an authentic, non-sleazy manner is a core attribute of microbusiness success. Sometimes the best hustling lies in creating a great offer and getting people to talk about it. In my work, the hustler image on the right is pretty much what I try to do every day as a writer and entrepreneur: lots of creating and lots of connecting. The connecting (i.e., the talk) isn’t always directly related to the work at hand—sometimes I’m supporting other people with their hustling—but on a good day, there’s plenty of creating and plenty of connecting.

Another way to look at it is:

Style without substance = flash
(Also, no one respects these people.)

Substance without style = unknown
(Everyone who knows these people respects them, but not many people know them.)

Style with substance = impact
(This is the goal.)

When you’re first getting started with a project, how do you go from martyr to hustler? It’s simple. First things first: Take the time to make something worth talking about—don’t be a charlatan. But then start with everyone you know and ask for their help. Make a list of at least 50 people and divide them into categories (colleagues from a former job, college friends, acquaintances, etc). As soon as the project is good to go, at least in beta form, touch base by sending them a quick note. Here’s a sample message:

Hi [name],

I wanted to quickly let you know about a new project I’m working on.

It’s called [name of business or project], and the goal is to [main benefit]. We hope to [big goal, improvement, or idea].

Don’t worry, I haven’t added you to any lists and I won’t be spamming you, but if you like the idea and would like to help out, here’s what you can do:

[Action Point 1]
[Action Point 2]

Thanks again for your time.

Note that you’re not sending mass messages or sharing anyone’s private info with the world; each message is personal, although the content is largely the same. You’re also not “selling” anyone on the project; you’re just letting people know what you’re up to and inviting them to participate further if they’d like to. The action points can vary, but they should probably relate to joining a contact list (this way you have their permission to touch base with them further) and letting other people know about the project.

Getting to know people, helping them, and asking for help yourself can take you far. But it is a long-term strategy, not a short-term tactic to copy for quick success. Hustling and relationship-building strategies take time.

If you’re not sure where to spend your business development time, spend 50% on creating and 50% on connecting. And remember, the most powerful channel for getting the word out usually starts with people you know.


Giveaway: One commenter was randomly selected to receive a free hardcover copy of The $100 Startup. The winner is Diane Krause.

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Raymond Leonard

wow thank you for making a book for those like me that want to network in a professional manner  then those who go by it the wrong way-RAY

Turndog Millionaire

Got this book and can’t wait to read it. Heard great things 🙂

It sounds like there’s some great advice and case studies. Hoping to read this weekend

Matthew (Turndog Millionaire)

Bri

OK first Turndog Millionaire…freaking love that name!

I’m getting this book one way or another! But I know I’ll treasure it do much more if I win it 😉

Really…really…like the formula like excerpts used. People see math as having “solutions” so they respond well to formula appearing text. Love it!

Helen Lear

Brilliant…a straight talking guide that doesn’t over complicate or patronise! Thank you. H.

Michael Maupin

Excellent! Thanks Jane for spreading Chris’ message. What hit home to me in the post was the part about action points. Received an email from someone who tends to ramble on & thought ” Gee I hope he makes a recommendation for actions to take.” Was pleased to see he did & made all the difference. Thanks again! Best, Mike

Brad Swift

I love this excerpt – so clear and concise. I can see, even though my enterprise is celebrating it’s 16th birthday this August, that I’ve been more of a  martyr than I’d like to admit. I can also see that there are authentic ways to let people know what you’re up to with an invitation for them to play along. We’ve managed to do that fairly well at Life On Purpose Institute, and yet, I know we could also become better/stronger at it.
  Thanks for the excerpt and the giveaway. Would be great to win a copy of this book.

Shelley O.

Thank you to Chris Guillebeau and to Jane Friedman for bringing his work to my attention.  I am currently writing my first ebook, while researching the self-publication and marketing side of the business.  I read a lot of information about building your blog, but do not see much advice about interacting with your personal contacts.  As somebody who is blessed with supportive friends and writing contacts, I am glad to see this kind of specific information.

Layla

Fantastic post. Short and to the point!

Natalie Hartford

Gives new meaning to the term Hustler for me. I also like your alternate description of 
Style with substance = impact  Drives the point home perfectly. Great practical tips and advice – thanks so much for sharing!

Ed D.

Sounds like an interesting book. Maybe it will get me over the mental hump of being able to ask friends/family for “help” in various endeavors. Thanks for highlighting Chris’ work for us. -Ed