Book Marketing, Publishing, Author Resources
Each day, I post some of the best book marketing sites here
Warren’s Note: I asked Jennifer to share here ideas about media with you today.
What do you think? Do you like aritlces like this? Will you use this to get more media attention?
Please read and comment below.
By Jennifer A. Jones
author of www.speakmediablog.com
When Warren asked me to offer some PR insight to his readers, I knew there was one thing I wanted to say above all else: the greatest mistake you can make when publicizing your book is to talk about your book.
Sounds odd, doesn’t it? Of course you want people to know about your book. You want them to be intrigued by the story, enticed by the characters, dying to know what happens next, right?
Here’s the problem with that strategy: there are millions of intriguing stories, enticing characters and suspenseful plot lines out there. Millions. If you make your publicity campaign about your book, you will never stand out above the rest. To the consumer, your book’s plot line will simply blend into another book they heard about and another after that. It may be a hard truth to hear, but it is nonetheless, truth.
What makes your book so completely unique, so unlike anything else that’s out there, is you. Your story. That’s the trick. Pure and simple. The best PR campaigns do not spotlight the product; they spotlight the story behind the product. Why did you write this book? Is it auto-biographical? Were you down to your last dime, living off Ramen noodles and praying the power wouldn’t get shut off just so you could finish that last chapter?
Did you stay up late into the wee hours to write despite early morning meetings at the office? Is it your first book? It is your fiftieth? Is this the story you began to write ten years ago and only now returned
to finish it? Did you go on ride-alongs with the cops to ensure authenticity? Is the story based on your childhood? It is a commentary on how you see society? Are you young? Old? Male? Female? Black? White?
Are you a suburban housewife who always felt she had something to say?
Or, a dance club player whose nighttime adventures would make Hugh Hefner blush?
Believe it or not, these are the things that get media attention – and more importantly – the things that hold it. Reporters and bloggers are writers just like you. They want characters to talk about. They want conflict and strife and hard times. They want to tell the tale of someone who beat the odds, chased his dream, or represents a new consciousness in our society. Give it to them.
When Rocco Mediate recently played against Tiger Woods, the media wasn’t buzzing about his golf swing. They talked about how it took him twenty-three years to become an overnight success. Had that not been
the story, I would never have heard about him – nor would I have tuned to watch the sudden death face off with baited breath. The story behind the scenes is what got me.
This is how you make yourself memorable to the media – by giving them a reason to write about you. This is how you ensure the consumer remembers your name when searching online or in the book store.
By branding yourself, instead of your individual work, you serve all of your books – past, present and future. People will excitedly look for the next thing you write, or happily discover something that’s been on the shelves for years. It’s easier to attract consumers to book-signings if they care about the author they are going to see. It’s easier to secure speaking engagements on college campuses if you, yourself, are known. By branding yourself, you give media, bloggers and consumers something to sink their teeth into; something to relate to, and most importantly, something to remember.
So, when you contact the media, when you reach out to bloggers, when you tell your story, make sure it is your story you tell, not your book’s.
Thanks Jennifer. And thank you reader for your comments.
No matter what subject you write about, or whatever market niche you serve, there are people on the Internet just waiting to hear from youLet’s look at one niche book and how we use positioning to increase book sales
I think you’ll see some ideas that will work for your book
Take a look at this promotion for No More Ramen: The 20-Something’s Real World Survival Guide: Straight Talk on Jobs, Money, Balance, Life, and More
I get asked daily to help authors, promoters, marketers and friends who want to push out new books. The story goes like this
“It’s an important book, full of exactly the stuff I know the market needs. I’ve been using this and it works”
Then I ask “Who are you marketing to?” .. The response is usually a blank stare, followed by “everyone needs this”
Once in a while, I hear from someone that understands who they are writing for. For example, No More Ramen: The 20-Something’s Real World Survival Guide: Straight Talk on Jobs, Money, Balance, Life, and More was written speciaifcally for 20 somethings that have just entered the work force and want to know how to say “I’ll never have to eat Top Ramen again”
The marketers for this book have tried to package the book to the niche market:
The are doing a lot of things right. And a few things wrong. See if you can spot what’s missing from this page. Post your comment below. The best guess get a copy of the book, or if you are over 30, another book I’ll pick especially for you.
Post your comments now (after you look at No More Ramen: The 20-Something’s Real World Survival Guide: Straight Talk on Jobs, Money, Balance, Life, and More HERE
mediabistro.com: GalleyCat reports on Vincent Bugloisi book that became a best seller with blogs and online marketing
“One of the major reasons The Prosecution of George W. Bush has made
it on to The New York Times Bestseller (and five others) without any
print ads or major media coverage is because of the passion, innovation
and creative energy of FSB Associates.”“The Bugliosi book proves that web publicity is now able to make a
book a bestseller, even when more traditional media outreach falls
short,” shares Fauzia Burke. “It would have been tough to get the
amount of coverage we did if we weren’t constantly working with the
bloggers and building relationships. We strategically used three short
excerpts to pepper the Web with content from the book throughout the
two month campaign. And the progressive bloggers who supported this
book were key in creating a virtual word of mouth marketing campaign.”
Whenever I talk to authors, publishers, distributors, I get asked about online book marketing. At BEA (Book Expo) I noticed a change in the trend. No longer just “does a web site work?” the questions almost always revolve around the success we are getting with social media.
Here’s my 3 best tips for any author that wants to get known online.
1) Don’t Delegate Being You.
Most authors have very busy schedules. Many are making a living while trying to establish themselves as an author, so it’s natural to look for a way to get the “online thing taken care of”
Getting professional help is a must, and delegating the grunt work is advised, but don’t delegate everything.
I advise my authors to set up a schedule that gives them time for two vital tasks. 
You should plan on writing 2-3 fresh blog posts each week. Just a few paragraphs, as easy as writing an email. These need to be relevant to what is being talked about online in your subject area. You can learn that by reading the top blogs and social media groups related to your book and area of expertise.
While you are reading, be sure to comment. Other bloggers are just like you, they love to hear from their readers.
2) Make Sure You Are Accessible.
No sense being seen online if your readers, the media, and customers can’t find you.
As you begin to become well known online, you’ll need to set up system and screening to help you respond to requests. Make sure it’s a system that works and test it yourself fro time tot time. Today, people expect to get a response. Large corporations are starting to listen to their customers so a small operation has no excuse. In fact, a small operation should be MORE responsive.
Make sure you have a public email address that gets answered within one business day. The same with a publicly published phone number.
Whoever screens your mail, email, phone calls needs to look for media requests. One email response to a blogger that is read by TV producers could be the most important email you ever receive.
3) Start Doing More Media Interviews
Most authors come to me after their book is out. When I ask about media, they tell me that they want more.
I say “What are you waiting for?”
Even if your book is not yet out, start today to do more interviews. There are 9827 radio interviews each and every day in the United States… and that’s just the old fashioned terrestrial stations. I recommend getting started with blogs and podcasts. On BlogTalkRadio alone there are thousand of shows looking for guests. Millions of floggers are looking for content.
Start by doing a search of the shows and blogs with keywords that match your expertise. Then listen to the show live. Most online shows have a chatroom… and most blogs have a comments feature. When you see an issue that you know about, make sure you are logged in and make a public comment. Once a show host knows you it’s much easier to ask about being a guest on a future show. (don’t ask in the chat or comments.. usually a private email to the host or blogger is appropriate)
It’s even easier when you start granting interviews for your blog or show. Most online media is done by other authors and experts like you, and most are anxious to reciprocate and cross promote.
Online social media is revolutionizing the way books are sold and authors are promoted. Still in it’s infancy, there are tons of opportunities and few barriers to entry. Anyone with a computer and phone line can participate.
Authors using social media, blogs and networking sites are finding new connections with readers, more opportunities to do business beyond the book and having a lot of fun.
For more help getting started online, take my FREE Book Marketing Strategy course.
Selling books online continues to grow. Smart authors aren’t depending on the book stores alone.