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There are many ways to get your book the attention it deserves. One of the most productive is to appear on a radio show.
Q: But how do I do that?
A: Query the host/producer, and then send a press kit with a copy of your book! A good press kit will prove that you
have what it takes to be a good interviewee.
Tip: Do Your Own Press
The most successful authors do their own press work. Publicity from publishing houses varies wildly, and some of it just
isn't that good, or isn't constructed for the use of a prospective media host.
Tip: Persistence
The biggest reason people don't do well scheduling media appearances is lack of follow up. Publicists from publishing
houses usually send a Press Kit with a book, then call three days later. They only initiate contact once – which
is NOT enough follow through to book a show with a host. Most 'house' publicists usually have so much on their plate that
they only call once, then they are on to publicizing the next book roll-out. I recommend that if an interview is not set
the first time you call a host that you ask when a good time to pitch again might be. Then follow through. Persistence is
necessary, because a slot might not open up for two months. Give it three times before backing off of a particular show.
Tip: Develop a Local Interest Connection with Your Book
When pitching to a host, if an aspect of your book relates to that show's locale, mention that scene, or story that's
set in there. If an interviewee in your book is from that town, mention it. If you've worked on the book's issue in businesses
in that town, mention it. If you were born there or went to school there, mention it in your pitch.
Tip: The Real Story Is You
What listeners want to hear is not how you accomplished the project. They want to hear about the human being behind the
book. What experiences got you to the point of writing the book. What were your struggles? What can they take away from
your experience? Remember that you're selling YOU and not the book.
Tip: Use Your Website
A typical One-sheet has very limited information on your book, and a paragraph of bio. Make reference to your website
as a place to gather additional information. Hosts/producers get a lot of inquiries via e-mail - it's real easy for them
to just pop over to the website. Streaming video or a recording on your website can prove to a host that you can handle the
media.
Also have media-genic information available in web links: Statistics, an outline of questions for radio & TV, bullet
pointed information, a jpeg & tiff of the book cover (not thumbnail – full size so it can be downloaded by TV
people to show on screen), a quick overview of the book, 'top five reasons for ...' or a controversy the book touches on.
Tip: Plan Press Early
Chapter headings of your book can be designed to be questions, which later can be easily translated to press kit materials.
Find a way to capture e-mail addresses on your website, by offering an opt-in newsletter. Find ways to drive people to your
newsletter or website, & preserve those contacts for your book roll-out.
Tip: Consider What You Say
Are you ready to be probed about sensitive information? If you are probed on a sensitive issue on-air, address it directly.
“Yes, I did inhale. Here are the lessons I learned and now I'm bringing that out to help others.” If
you've got sensitive information in your book, invite AND CONTROL the spin by making the sensitive issue a part of your Question
and Answer page. Have ready made answers for sensitive issues already defined in the Q&A. Since radio and TV interviews
usually work straight off the Q&A, your controversy is thereby raised – and defanged.
Tip: Marketing is About People
Sales are driven by personal contact. One woman made more sales by carrying her book around a trade show and talking
to people stuck in lines than she did at other shows by tabling. Go from booth to booth and talk to those poor, bored folks
stuck behind the table. Chat them up. Other potential locations to place books are Spas, Healing Centers, women's groups,
women's societies. Place the book with realtors as closing gifts. Facilitate, sponsor, and get to enjoy person to person
contact in your marketing.
Tip: Get Support
If you're promoting a book, have a mentor and a team to back you up. Mentoring and cheerleading is the most popular service
that I offer to an author. Knowing that you have someone at your back that can put things in perspective, and has expertise
you lack is an enormous confidence builder.
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