So you wrote a book and now you want your 15 minutes of fame. You’d settle for three and a half, which is
the average time of a television segment on evening news programs, morning
shows, and the weekend news. How do you get yourself
on television to promote your book?
As
someone who has worked with authors for the past 25 years, I’ve had to answer
this question many times. Of course I
was the one getting them on TV – or my colleagues were – but we still had to
figure out how to make the best presentable case to a television producer on
behalf of an author. Here’s what I
learned will increase our chances of getting on TV – in no set order:
1. You
don’t have to have a great book (the TV producers won’t read it), but it needs to appear to
be a great one. Have a stunning cover, a
catchy headline, a few good testimonials by well-known people, and an overall
good look to the book’s layout and packaging.
2. Media
begets media. TV will follow other TV
and will also want you if you’ve built up a buzz with other legitimizing media,
such as newspaper and magazine articles, radio interviews, or major blog
posts.
3. If
you are perceived to have a substantial social media platform – with lots of
followers on Twitter, likes on FB, or views on YouTube – that will make you
appear more seductive.
4.
Having a good appearance never hurts.
Attractiveness is a personal opinion, but many TV shows need to
determine if their viewing demographics would find you pleasing to look at.
5.
Having a good voice also helps. No one
wants to hear a mumbler, a low-talker, a screecher, or a thick accent.
6. Your
subject matter has to be interesting, timely, and useful. If you are talking about something that
impacts only a few people or doesn’t sound new or entertaining or relevant to
the audience of the show, you’ll be ignored.
7. You
need to be perceived as an expert on something.
Not only must you sound knowledgeable, you’ll need the credentials to
back it up. This can be based on your
job title, professional background, personal experiences, level of education,
access to certain information, or because you founded an organization.
8. TV
experience counts. They want to know
someone else vetted you and put you on camera.
They’ll want to see a video clip to see how you come across on
television. Sometimes, the producer of a
local show will recommend you to a national show within the network.
9. If
the book is making the news, this helps.
Is it an award-winning, bestselling book? Is it being talked about by celebrities,
politicians, businesses, and leaders?
10. Are
you advocating for a major change in something – a government policy, a
behavior, a social movement? Sometimes
the timing is right for you to become the face of a campaign to revolutionize
some aspect of life.
11. You
need to target the right shows and the right people at those shows. You’ll need to be persistent and try multiple
means to connect with them – phone, email, and messengered packages.
12. It helps if you’ve researched the media outlets
that you’re trying to win over and use the knowledge about that show, host, or
producer to help win them over.
13.
Present not just a one-on-one interview or talking segment. Show them video or photos or props that would
make for great visuals. Think of adding
another person to the segment that won’t steal your thunder but serve to
complement you and round out the segment.
14.
Think of doing an interview from a cool location, especially if it relates to your book or
subject matter.
15.
Sound positive, energized and confident in your exchanges with the
producer. Always be excited.
16.
Timing is key. Whenever you can relate
your message to what’s in the news or an upcoming anniversary, holiday or
event, the better chance you have of getting on. Give enough advance notice, as many shows
schedule guests way in advance.
17. Buttering up the producer can’t hurt, and
saying you’re a fan is a polite thing to do.
18.
Finding a third-party lead-in is another trick.
If you now someone who knows a producer, have them introduce you.
19.
Google the producer or host and see what public appearances they have
scheduled. Maybe they’ll be at a charity
event. You can seek to meet them there.
20. Offer an exclusive. Tell the producer they
are getting something first, something special.
It sounds good even if it seems there’s nothing exclusive to offer.
In Case You Missed It…
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Brian Feinblum’s views, opinions, and ideas
expressed in this blog are his alone and not that of his employer. You can
follow him on Twitter @theprexpert and email him
at brianfeinblum@gmail.com. He feels more important when discussed in the
third-person. This is copyrighted by BookMarketingBuzzBlog © 2015
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