As
an author promoting a book and marketing your brand, how do you answer the
question: Should I put my time,
resources, and efforts to covering the basics or going for the long-shot?
The
good news is the answer doesn’t need to reflect one or the other; you can do
both. Consider it a one-two punch, where
you first go after what’s achievable and what needs to be tackled, and then
pursue the big idea, the home run.
Perhaps you can do them simultaneously.
But I don’t recommend dropping all of the core things one can – and
should – do to promote a book in hopes of just leaping to the top with one big,
bold, winner-take-all campaign.
Why?
Because
the odds are against you of hitting it big, settle on securing media coverage and
attention for your message that makes sense.
Why miss out on things simply because you are going after an unbelievable,
lofty goal?
But,
I’m not saying don’t try to go big. Just
do it as long as you’re tending to the things that need your attention. Otherwise, you could be left with failure and
loss across the board – no big wins and no base hits.
Once
you are in a position to go big and dream, what will you do to turn your wish
list into something real?
What
does going big look like? Visualize
it. See which media outlets you would
pursue and how you would pitch them.
Think of how you’d creatively appeal to them and go the extra mile to
make a positive impression.
Push
for more. Go for being the lead
interview, front-page story, or featured guest.
Think big. Act big. Talk big.
Expect to have huge success – now just fill in the details.
To
go for the big media hit may require time, funds, strategy, luck, timing, and
lots of help. You’ll need to get others
to lobby the media for you – not just a PR firm but other influencers who can
speak to the media on your behalf. You
need high-profile advocates to present you as a worthy subject for coverage. It’s similar to needing references when on a
job interview. In this case, you want a
big media outlet to receive testimonials, praise, and pressure from other
leading experts, celebrities, major groups, or social media stars.
To
help the media see you as a big story, give them a big story. Provide supportive documents, access to key
people, stunning visuals, and incentives for them to cover you. Help them see the appeal and importance of
your story – and inspire them to warm up to you as the best person to tell the
story.
Speak
up, take a chance, invest your assets into this, and act as if you are
big. It may just work.
DON'T MISS!
Study this exclusive author media training video from T J
Walker
What does it really take to land on a best-seller list?
Can
you sell 10 copies of your book every day?
Great
book PR lessons from kids, clergy, women, contractors & sportscasters
How do
authors get on TV?
Here’s
the 2017 Author Book PR & Marketing Toolkit
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