Getting
media exposure for your book or brand is not always easy to secure. So what do you do if you are savvy, lucky,
and persistent and generate some media attention for yourself?
Well,
the first thing you do is note what worked and why you were able to
successfully generate some buzz. Take
that formula and approach more media outlets.
Ride the hot hand and build on that positive momentum. Further, take the links and clips of these
media appearances and include them in your pitch to other media outlets. They like to copy other media and see how
others already vetted or legitimized you.
Next,
share your media coverage on your social media platforms. Tweet a link to the show you were on. Post on Facebook photos of a media
appearance. Write about your media
experience in a blog post. Media begets
media.
Then
share those social media posts with others -- followers, groups, or those people
who view certain hashtagged content. You
can post the media links to your biography or online profile, your website, and
anywhere else that people can see them.
You
can post in formation about your media appearances in you newsletter, if you
have one.
Another
way to repurpose your media exposure is to e-mail blast your list of
connections and highlight upcoming or recent media appearances.
Another
way to get some mileage out of your media exposure is to transcribe a
radio/podcast/TV interview and quote the host if he or she says something
positive, like: “This is an amazing story.” Now not only can you say you were
on a particular show, you can have what looks like their endorsement of your
work. Do that for all interviews,
including those in print or online text, and take these wonderful words of
praise and put them on your website, in your marketing materials, or in your
social media posts.
If
you get a fair amount of coverage from the media, you will want to put together
a sizzle reel – a two-minute highlight video that shows snippets of various
interviews and stories featuring you or your book. You can share this reel anytime you are
looking to secure a speaking gig, media placements, or an introduction to a
bookstore.
Initially,
your goal is to get as much media exposure as possible. Nothing is too small for you. Then, as time goes by, the role of quantity
gets replaced by the importance of quality.
The same holds true in how you present your media. As time goes by you’ll only post and share
bigger media placements.
Media
exposure doesn’t always lead to book sales.
It depends on a lot of things – size of the media outlet, your
performance, book price, subject matter competition, book availability, and
what else is going on in the world. But
media exposure always helps your branding – and your brand stays with you for
life. So go ahead and secure some media
exposure and be ready to share it as often as possible.
“The word ‘book’ is
derived from the old English boc, originally a document or charter. I tis related to the Dutch boek and German
Buch. Another associated word is “beech’,
the woo don which ancient runes were often carved.”
--For the Love of Books Stories of Literary Lives,
Banned Books, Author Feuds, Extraordinary Characters and More by Graham Tarrant
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