The
key to generating media exposure for your book is to think like the media. Most authors and book publicists are too
focused on the book itself, rather than zeroing in on the needs, preferences,
and desires of the media they seek to impress.
You must change your approach and thought process. Now.
Too
many writers come at publicity and marketing from a book-centric, almost
egotistical vantage point. They
think: “My book is great; everyone
should want it.” Even if your book truly
is great by any objective standard, it doesn’t matter unless the media come to
believe it as well. You can’t merely
state it’s great and expect the media to jump.
Here
are some insights into how the media thinks:
*They
do judge a book by its cover, title, and publisher. That’s right, ugly books and incoherent
titles need not apply. Further, some
media will dismiss your book if it’s self-published or with a small or obscure
press. They filter what comes their way,
rightfully or not, so understand what moves them.
*They want to quickly understand what the book is about and not be given long summaries. Speak in sound bytes and develop short written pitches that rely on bullet points and not lengthy sentences. If they can’t quickly ascertain the subject matter they will move on.
*They want to quickly understand what the book is about and not be given long summaries. Speak in sound bytes and develop short written pitches that rely on bullet points and not lengthy sentences. If they can’t quickly ascertain the subject matter they will move on.
*Do
not over-link them. You know what I’m
talking about. Don’t give them a half-dozen links to videos, articles, and
stuff that you think they will sift through.
Provide one key link that highlights your message, showcases your
relevance, and provides a good visual.
*They
want to know what’s new, wildly unique, or truly important here. Don’t highlight a problem – give the
solution. Don’t dump too much information on them – just enough to tease and
lure them in.
*Realize
they are under deadlines, overwhelmed with work, swamped by other promoters,
authors, experts, and celebrities who also seek their attention. Be brief, lead with your strength, and
customize to meet their media outlet’s demographics, the journalist’s beat, and
where possible, show the timeliness, localization, or news tie-in to your story
idea.
*Don’t
just present a book to them or your expertise.
Tie it all together into a coherent story idea. Help them envision the
article or interview or television segment.
Who else might be involved and what props, video or things can be
packaged together to craft a top-notch piece?
*Appeal
to their personal side. Know something not just about that media outlet but
also about that reporter, so you can appeal to their personal habits,
experiences, views, or styles.
*Remember,
the media doesn’t give a shit about your book or you. It cares about viewership, readership, and
listenership. It cares about clicks to a website and social media viral
potential. It wants a story that will net more ad sales as a result of higher
visibility. It wants to best its
competition, win awards, and be talked about.
You’re not selling them on your book or you. Sell them on what they will
net from this and shape a story that appeals to what they demand, and not what
you desire.
*You
have to sound in control when communicating with the media. You can’t be
demanding or desperate. You want the right balance of sounding like you are
each collaborating to mutually benefit one another. They have to perceive value
in your offering, but they don’t want to feel they have to do the heavy
lifting. Offer them a good story and
make it easy for them to put it together.
Today’s
media operates under great strain – shrinking budgets, cuts to staffs, and a
lack of resources. The media is getting smaller and younger, with seasoned
journalists replaced by less expensive digital media types or by stories that are found on
social media and repackaged at no cost.
Do they want or need your story? That will depend on what you do, say and offer. Park the ego and play up your vision for a story and hold back on bragging about your book. By thinking like today’s media, you’ll be in a better position to secure media coverage
Do they want or need your story? That will depend on what you do, say and offer. Park the ego and play up your vision for a story and hold back on bragging about your book. By thinking like today’s media, you’ll be in a better position to secure media coverage
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