Most
people make a key mistake in how they present themselves or their message to
the news media and to potential book buyers.
But there’s a simple way to correct it that allows you to secure more
media coverage, sell more books, and persuade others to value your viewpoints.
When
people, especially authors, talk about their book or themselves they make a
fatal flaw. They think the conversation
is about them, but in reality it’s about the listeners and their needs,
desires, curiosities, and experiences.
You
can state something one way, and people react to it a certain way. If you just tweak how and what you say,
you’ll witness a different reaction. At
the core of things it’s still you talking about yourself and your book, but the
subtle differences in presentation make a world of difference in how others
embrace a message.
So,
let’s say your book is about how to grow rich.
Perhaps your book is based on your success in becoming wealthy. So what would the media want to hear to
convince them they should interview you?
You
can be ego-centric and highlight how rich you are and tell stories of your
opulent life. But that could turn people
off.
You
can state, as a credential, how wealthy you are, but then offer tips and
strategies as to how others can copy some of your success. Now you’re offering something to help others
and it shifts the focus from you to them.
People
will buy your book for any one of a handful of reasons. You either inform, entertain, enlighten, or
empower them. That’s it. So when you talk about your book to a group
of people, you have to filter all that you say through a prism. Is what you say going to support one of those
four things? Which of the four does this
group care most about?
If
you believe people want to be entertained, and that people will buy your book
because they hope to be entertained by it, then all that you do in a dialogue
with others should have the singular goal of entertaining them. It’s almost useless to go beyond that. This is part of your branding. You need to understand why someone will buy
your book and then feed them back what they want, need, or expect.
You
can’t be everything to everyone. You can
only hope to be something to someone.
Don’t try to please everyone – you’ll fail to win anyone over. Look to segment and customize your
approach. Appeal to the type of people
or demographic that you feel most certain of as your targeted buyer or media
outlet.
This approach at minimizing who your book is for will help you get maximum exposure and results.
This approach at minimizing who your book is for will help you get maximum exposure and results.
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