The Smile Channel works because members support each other’s work. This article covers what good cross-promotion looks like — and what to avoid.
The healthy version
Members regularly:
- Recommend each other’s books to their own audiences
- Have each other on their podcasts
- Quote each other in books and articles
- Refer speaking opportunities to each other
- Co-host events when interests overlap
This is one of the most valuable things about being on the platform — you’re surrounded by people who can authentically vouch for your work.
What good cross-promotion looks like
- Genuine — you actually know and value the other person’s work
- Specific — “Read [Book] when you’re thinking about [specific topic]” not “check out [Author]’s great new book”
- Reciprocal but not transactional — you share their stuff because you want to, not because you’ve pre-agreed they’ll share yours
- Naturally timed — when their work is genuinely relevant to a moment, not on a schedule
Why this works
Audiences can tell the difference between authentic recommendation and rehearsed mutual praise. Authentic recommendations carry weight; transactional ones don’t.
What to avoid
- Coordinated mutual reviews — “I’ll review yours if you review mine” rings cheap and gets caught
- Mass-tagging members — tagging 20 members in a single LinkedIn post hoping they’ll engage
- Quid-pro-quo demands — “I shared your book so now you have to share mine”
- Pretending to discover someone — “just found this amazing author!” when you’ve known them for years
How to start cross-promoting
Pick one member whose work you genuinely appreciate. Do something specific:
- Write a thoughtful review of their book on the Reader Leaderboard
- Mention their book in your next newsletter or blog post
- Tag them on LinkedIn when discussing a topic where they have authority
- Recommend them when someone asks for a speaker / author in their space
Don’t expect anything back. Reciprocity, when it comes, comes naturally.