Promoting and
marketing a book is similar, to a degree, to promoting other pieces of creative
content – movies, plays, television shows, music, etc. One of the tools used by these other forms of
entertainment is to make a commercial.
The economics for books don’t typically allow for authors to shoot and
air commercials, though many make video trailers for their websites and social
media. Though I don’t recommend making a commercial – for radio or television –
to hawk a book, I do recommend that you
imagine what such a commercial could look like and use the creative process
that would go into crafting it to be applied to how you would actually promote your
book.
If you were to make a
commercial, what would your theme or overall message be? You can’t be all over the place in a
30-second spot. Begin to formulate what
your most important and appealing selling points are.
Answer these nine questions:
Answer these nine questions:
1. What visuals would
support your commercial? Think of the
imagery – illustrations, photos, documents, and videos – that would be in the
background or speak for you.
2. What colors would
support your message? Look to your book
cover or website for guidance. Which
colors set the tone and mood to reflect your subject?
3. The same with
sound. What audio would augment your
message, either in the background or the forefront? Would it be by someone famous or something historical?
4. What action steps
would you push? Is it to buy the
book? Is it to download something or to
sign up for something at your site? Is
it to follow you on a specific social media outlet? Is it to embrace an idea or express a
view? Think about what you want someone
to do, how you’ll inspire them to act, and how you’ll share the recommended
steps you want someone to take.
5. How will you insert a
sense of urgency? Why should anyone do
anything – and why now? Answer that or
they won’t feel obligated to do anything.
6. How fast would you
speak? Which taglines or phrases will
you use that will become memorable? How
will you use language to your advantage?
7. Who is your target
reader? Identify the demographic profile
of your reader and only level your message to them. Appeal to your base and expected core of followers.
8. How will it begin and
end> Strong openings draw people in and
a memorable finish leaves them inspired to act.
9. Do you give them enough
of a reason to care? What reward or
benefit or pay off are you promising to them, should they buy your book or
click somewhere? Think of this as the
closing argument by a lawyer who needs to make her case in a tightly packaged
30-second summation.
Of course, in this
case, you aren’t really making a commercial, but by going through the creative
thinking process of putting one together, you’ll begin to formulate how to
present yourself – in media interviews, book signings, social media posts,
press releases, and speaking engagements.
You’ll begin to focus your message and present it more theatrically.
You are the producer,
on-air talent, and corporate sponsor of your marketing campaign. Once you’ve
fine-tuned your presentation go out there and make a name for yourself!
DON't MISS!
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your book is bullshit?
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promote their books?
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Here’s the 2017 Author Book PR & Marketing Toolkit
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