What to share with your street team: swipe files

Many of you asked for a deeper dive after our first street-team overview. So once you've got the big picture of why and how to build one, here are the actual templates to swipe.

Application form

Send a form like this one to your full list a few months out. It takes time to get everyone signed up — and you may need to send it more than once — so start about three months before your launch date. Before you swipe it, read every line and change anything that doesn't fit your situation.

Social share folder

Once people apply, this folder is the main link you hand to each accepted member. Make your own copy, fill it with shareable quote graphics and book-specific details, set it to view-only, and send it along with a note welcoming them to the team. (Prefer to keep it on your site? Upload the assets to a "hidden but published" page instead.)

Communication timeline

This document shows the emails you'll want to send throughout the street-team phase. Add them to your editorial calendar so you and your team remember to write and send them. (No editorial calendar yet? Make a new calendar in whatever app you use, titled "Editorial Calendar for [book title]," and drop each piece of communication in as an event.)

Email templates

Send these emails after you've invited your list to join the team. Some engaged contacts won't sign up through the general invite — they may have missed it, or not have bandwidth for a full commitment — but they're often glad to help when asked directly. Send these personally (not through your marketing automation) to the people you think would say yes.

So — when are you going to build and engage your street team? Our Ultimate Book Marketing Timeline lays out exactly when each piece should happen. Grab your free copy: