Everyone
knows that a book stands a better chance of getting attention if it:
- Is written by a celebrity, best-selling author, or leading expert.
- Features something newsworthy.
- Sounds trendy and entertaining.
- Involves sex, dogs, money, power, politics, religion – or all of them.
- Is controversial and provocative.
But
even those kinds of books still compete with each other and everything else
that’s going on, so sometimes they don’t get the media coverage that was
expected. So what’s an author or book
publicist to do when they don’t have a book that is so important or written by
a popular personality?
Be
outrageous.
That’s
right, you heard me.
Stop
thinking about where or why you or your book fall short and start calculating
how to amp up what you have available to play with.
To
be outrageous you need to develop a mindset that will proudly, confidently, and
skillfully carry this off. You can be
outrageous. No, wait, you are outrageous!
- Do you want to be viewed as outraged – where you are angry and want justice?
- Will you be outrageously funny – where you say some zingy one-liners that make others take notice?
- Could you show how outrageous things are and show how you can be a source of comfort, change, or empowerment?
Decide
what is outrageous. Maybe it is outrageous that healthcare costs so much
money. If your book provides a solution,
story, or expose, go with the outraged persona.
You are a victim-turned-expert/author.
Is
it outrageous that parents are asked to raise kids in the 21st century while
holding down two jobs and bumping heads with the far-reaching influence of
technology, TV, and social media? Get
outraged and share your parenting manifesto with anger, vision, and hope.
See
a pattern here? Whatever you wrote
about, get extreme. If you wrote about having a better relationship, position
your headline to be “How to have outrageous sex.” Losing weight on a lifestyle
plan? “How to lose outrageous amounts of
weight.”
Look
at what gets your attention – raucous celebrations, major losses, amazing
beauty. It’s nothing ordinary, normal or
typical that ignites passion or change. We need to go for life and death
narratives. We can’t make America good
again – it has to be great. Always the
extreme. Be outrageous!
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