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How_to_Create_a_Media_Frenzy_for_Your_Book
| How to Create a Media Frenzy for Your Book
Prepare talking points before making media appearances.
Many new authors spend so much time and energy trying to get in
the newspaper or on radio that when they get there, they don't
know what to say. But if you take an hour to prepare concise,
compelling comments about your book, you'll come off as a real
pro, increase sales, and maybe even be asked back!
The average radio interview lasts five minutes, of which three
might be broadcast, and on average you might get six inches of
coverage in your local newspaper. You don't have a lot of time
to waste hemming and hawing about your book, and the journalist
interviewing you doesn't want to waste his or her time either.
So before you even start soliciting press coverage, write down
and memorize your talking points.
You say you know your book? I'm sure you do. But when you're
under the gun of a timed interview, or an interviewer hits you
with a surprise question, it's easy to stammer or get confused.
Talking points are your lifeline. I suggest preparing a list
that looks like this:
a.What's the "elevator pitch" (a 10-second summary) of my book?
b.Who is my book targeted to? c.How did I decide to write it?
d.What are three passages in my book that I want to quote?
e.What can people get out of my book? f.Where can people buy my
book?
Write those down on note cards and memorize them, but keep the
cards with you when you do interviews, just in case. That way,
you'll come off more professional and make the most of the time
you get.
Focus heavily on PR.
If you don't believe in the power of public relations and the
media to turn an unknown book into a bestseller, I have two
words for you: Oprah Winfrey. Get your book 15 minutes on her
show and you'll sell a million copies. That's the power of the
media.
Of course, getting on Oprah is the Holy Grail of book marketing,
and while you shouldn't NOT try to get on her show, you
shouldn't focus only on that. PR is your most powerful tool for
creating awareness and selling books. So early on, while you're
still in final editing, start making lists of media outlets,
cashing in on contacts, making calls and sending out e-mails.
PR works because it's got credibility. Instead of a paid ad,
people see an objective journalist reviewing your book, or a
talk show host who's chosen to have you on her show because she
liked your book. Media exposure carries tremendous weight with
book buyers. Ask your friends how many books they've bought
after hearing about them on "Fresh Air" on National Public
Radio.
These are some of the PR avenues you can pursue:
ˇReviews in any and all publications, print and online
especially. ˇFeatures in print and online publications. ˇRadio
interviews. ˇTelevision interviews. ˇA regular column in a
magazine or newspaper or online. ˇSpeaking engagements. ˇA role
as an "expert source" for one or more journalists. ˇCreating
press events. ˇTying your book to a charity or cause.
It all begins with your press kit. That's a snazzy folder that
contains the press release about your book's publication, a bio
of you, a black and white photo of you (professionally done) and
any press coverage you may have already received. Once you've
identified your media list, send that kit to the key contacts at
each paper, magazine, TV or radio station.
But don't stop there. PR is about relationships, and you've got
to strike the right balance of "eager to help" and "respecting
your time." Follow up your press kit with an e-mail in a week or
so, and stay in touch. Offer story ideas or to be quoted for a
feature. Make yourself an asset to journalists and editors and
you'll be surprised at the results.
Two final tips:
ˇAlways include your Web address in your PR, stories,
interviews, etc. ˇAlways get reprints, videotapes, etc. of your
press coverage to use later.
About the author:
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information go to http://www.bazuji.com/book
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