... , Even As Its Influence Shrinks
The
news media’s growing in size and yet shrinking in its influence. Allow me to explain why this is so – and how
it impacts coverage of your book.
First
off, let me just say that I believe the best way to market or promote a book is
to secure media exposure. You don’t
necessarily ignore all other avenues, from speaking and direct sales to
advertising and affiliate marketing, but you do need to make media exposure a
priority and a central part of your plan.
Second,
let’s define what the news media is. It
is traditional media, such as newspapers, newswires, magazines, television,
radio, and newsletters. It’s also
digital media – web sites, dot.com side of traditional media, online book
reviewers, bloggers, and podcasters.
Author generated blog posts, videos, or podcasts – and Tweets, Facebook
posts, and sharing on Instagram or Pinterest -- fall under social media.
So
the news media has grown, mainly online, with the number of outlets available
to promote or market a book. Traditional
media is shrinking in its influence simply because it’s diluted by the billions
of sites one can be visiting. Sure, The New York Times is very important, but not like what it used to be. It may even have more readers of its content
than ever between print and online – but it no longer dictates the news the way
it and just a handful of media outlets used to.
Stories can break anytime, anywhere – and be shared by anyone, anytime,
anywhere.
Book
publicity has simply gotten harder. You
must cast a wide net and hope for a tiny percentage of those you contact to
give coverage to you and your book. Then
you need to keep the momentum up by sharing your earned media via social media
or paid media. It’s a never-ending
cycle, a process that requires intelligence, patience, persistence, luck,
connections, and savvy.
The
other factor in getting news media coverage is your competition for it has
grown greatly. A million new books are
released each year. Plus movies, plays,
songs, sporting events, tech products, professional services, politicians, and
a zillion other local, national, and international experts, organizations and
opportunists are soliciting the media for attention.
So
what’s an author to do?
You
need to put blinders on and crowd out the obstacles, challenges, and
competitors. Believe in your book
message, and self -- but don’t rest on your laurels – go out there and fight for
what’s yours. Act with confidence and
vision. Communicate sincerely,
optimistically and with conviction.
The
media, no matter its format, size or location still has certain needs and
standards that only an authoritative author can fulfill. Get out there and convince them you deserve
coverage and that your book warrants ink, screen time, or air time. You are as unique as anyone – and your book
deserves to stand out from the crowd.
It’s your job to not only write a book, but to promote and sell it.
Do
you really believe your book is special?
Go out there and persuade the media, ever-expanding but diluting
simultaneously, that you deserve a piece of the pie!
DON”T MISS THESE!!!
Yes, this is how you get
your book reviewed
What is your lifetime book publicity campaign strategy?
How should authors sell
themselves?
Do you think like a book
marketer?
The keys to great book
marketing
How Authors Can Capture
The Media’s Attention
Big Marketing Lessons From My All-Time Top 10 Blog Posts
Enjoy New 2018 Author Book Marketing & PR Toolkit --
7th annual edition just released
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