Wednesday, September 11, 2019

How To Promote Your Book With Facts, Ideas & Relevance

                                     Image result for Promote a book image

Does your message to the media have something of substance?  Style can add to a message, but the core of that message must be good.

Just ask The New York Jets.

This past week was Opening Day for the NFL. The Jets failed to old a 16-0 lead, blowing the game to a mediocre opponent. 

New year, same old Jets.

Every year I make the mistake of rooting for a horrible franchise with a half -century of losing to its credit.  That’s right.  They are zero for their last 50 seasons.  The championship run has stalled for several generations.  So what did my favorite football team do?

Instead of bringing in some quality players they decided they had to fix their image.  They changed their uniforms and made their helmet a little shinier and their green colored jersey a little richer looking.

The Jets are re-arranging the deck chairs while the Titanic is sinking.

You don’t have to know much about sports, football, or the lowly Jets to understand what I’m saying. Content counts.  In this case, the player personnel is absent.  In your case, make sure your book is solid and your pitch to the media has real meat in it.

No one likes to feel fooled.  The Jets try to dress up an inferior product and have failed miserably.  Your presentation to the media should be inviting but factual – and it should deliver something of value.

Don’t sell the media on a flashy website, a glossy press kit, a colorful business card, or a good-looking author.  Sell them on good ideas, real news, great stories, interesting moments.

Too often we think PR or marketing is about being flashy, cool, slick, colorful, and noisy.  It’s much more than that.  You can fool consumers and distract them and bullshit them.  But you can’t sucker the news media into covering your book.

So what will sell the media on something?

Well, you can take a few approaches:

·         Tell the truth, state the facts, and make yourself available.  If the story is strong enough, they will respond.

·         Do the above – but work hard at showing why something is amazing, important, interesting, or unusual.  Again, no hype or falsehoods.  State the truth in an appealing way.

·         Try either approach 1 or 2 but add in being creative in how you reach the media. Are you persistent and following through?  Are you sending it to multiple people at each media outlet? Have you tried to reach them via e-mail, snail mail, messenger, phone, in-person, or on social media?

·         Did you find a way to customize your pitch to a specific media outlet or reporter?

Give-aways and razzle dazzle don’t really do it for today’s media. Gimmicks, widgets, or colorful marketing materials may get you nowhere.  Even trying to entertain the media, with meals or tickets to events, may not go far, as the media is quite busy.

Stick to pitching the media with substantive content.  Leave the new-uniform approach home.  It hasn’t worked for the Jets, and it won’t for you, either.

“We are what we think.”

“Never give up, because it ain’t over ‘til it’s over.”
--Yogi Berra

“Youth is wasted on the young."
--George Bernard Shaw

“You see things and you say, “Why?”  But I see things that never were; and I say, “Why not?”
--George Bernard Shaw

“What is a cynic?  A m who knows the price of everything and the value of nothing.”
--Oscar Wilde

“The only man who never makes a mistake is the man who never does anything.”
--Theodore Roosevelt

“Charity begins at home.”

“Life imitates Art far more than Art imitates Life.”
--Oscar Wilde

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Brian Feinblum’s insightful views, provocative opinions, and interesting ideas expressed in this terrific blog are his alone and not that of his employer or anyone else. You can – and should -- follow him on Twitter @theprexpert and email him at He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2019. Born and raised in Brooklyn, he now resides in Westchester. His writings are often featured in The Writer and IBPA’s Independent.  This was named one of the best book marketing blogs by Book Baby and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by as a "best resource.” He recently hosted a panel on book publicity for Book Expo America.

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