Multiply Your Reach with “Borrowed Trust”

This Week’s Tip: Multiply Your Reach with "Borrowed Trust"

You can work hard to build your own audience, and you should. But there’s a powerful shortcut many authors overlook: collaboration.

When you collaborate, you tap into borrowed trust – meaning your message reaches people you’d never reach on your own.

Think of it this way: someone else has already done the hard work of building an audience that trusts them. When they introduce you or your book, that trust transfers. Suddenly, you’re not a stranger, you’re a welcomed guest.

That’s why this week’s tip is so simple, but so powerful: Look for opportunities to borrow trust and expand your reach through strategic partnerships.

???? Here’s What to Do This Week:

1. Identify 3–5 people or platforms that share your ideal audience. These could be podcast hosts, other authors, ministry leaders, bloggers, or speakers in your space.

2. Reach out with a clear, authentic pitch. Offer to guest post, do a joint live session, be a podcast guest, or collaborate on a free resource. Focus on serving their audience first, not just pushing your book.

3. Plan a simple cross-promotion. You might swap email mentions, highlight each other on social media, or bundle resources together.

???? Why This Works:

It leverages existing trust, which is far more powerful than cold marketing.
It introduces your message to new readers who are already primed to listen.
It builds authentic, long-term relationships that often lead to unexpected opportunities.

This week, try it!
Pick one potential partner and reach out.
Start small and see where the conversation leads.

You might be surprised at how doors open when you stop trying to do it all alone and lean into the power of borrowed trust.

Until next week, keep speaking boldly. Your message matters!

Cheering you on,
Shelly, Athena & Carol

p.s. Check out our weekly LIVE marketing training on our YouTube channel. Last week's episode: 5 Reasons Your Book May Not Be Selling (And How to Fix It) - Check it out HERE (and be sure to subscribe so you don't miss an episode!)

p.p.s. If you’re tired of guessing how to market your book, and you just want a proven path, a supportive community, and the encouragement to actually keep going … Book Marketing Pro Academy (BMA) is for you! For less than the cost of dinner out, you’ll get expert training, live coaching, done-for-you resources, and the accountability you need to finally gain traction with your message. Go HERE for more information.