Does your book solve
a problem, reveal a secret, give rise to a breakthrough idea, entertain,
enlighten, inspire, or help us be better people? If not, why did you write something that’s
virtually unmarketable and not promotable to the news media?
Okay, so there are
many purposes a book can fulfill, but if your book is to sell better than a
vanity project, and if you want help to build a brand as a writer and to garner
media coverage, you have to identify a major reason as to why your book exists
and how it will do something for someone.
Otherwise there’s nothing driving the consumer to purchase it and
there’s no story of any consequence for the media to eagerly explore.
So, assuming your
book has a reason for existing, and assuming the media will be curious about
it, start to identify your hooks – the things that will draw people to your
book.
Figure out the top
three things your book will do for someone and make those items the key to your
press release or pitch to the media. For
instance, let’s say your book is discussing raising kids, in particular, how to
handle bullying, social media addiction, being involved in the community,
getting strong grades, and developing into a mentally and physically fit
individual. Pull out three areas – maybe
bullying, grades, and fitness. For each
one, draft a provocative quote. Then
think of timely examples of how you address trending challenges and problems.
You can’t emphasize
everything – only a handful of ideas.
Further, one of your
selling points you – your training, education, work experience, personal
experience, your access to established experts, and your passion for what you
write about. Don’t rattle off a resume,
but do highlight things such as number of years in the field – are you a
teacher, psychologist, researcher? Are
you a parent, tutor, or nanny? Do you
have a relevant college or graduate degree?
Did you work for or with anyone who is famous or well-credentialed?
You need to have an
answer to the questions the media are thinking, including:
·
What’s
new, unique, or different here?
·
Who
are you? Are you really an expert on
this?
·
Is
this news?
·
What
story ideas are you offering?
·
Does
your book content match the demographics of my media outlet?
·
Do
you have a strong platform?
Tracking down and
reaching the media is challenging enough, but the real challenge is finding the
right 15-second speech that will entice a media outlet to take a look at your
book, press kit, or website. Figure out
what you can say and offer - then sharpen your words and make each and every
one count. Choose words that say a lot,
reflect what you mean, and appeal to what the recipients want to hear.
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