They tap into a message, an idea, a philosophy, or a theory that has built-in interest. They find a way to talk about something that people are already familiar with and have strong feelings about.
The same goes for history, psychology, lust, and greed. We are driven by our fantasies, our fates determined by our perceptions. Tap into what people think, feel, or have experienced. Get in touch with what drives the human spirit and exploit it with your bold statements, accusations, questions, or claims.
Ask yourself these questions:
How do authors get on TV?
Where do authors go for book PR help?