There
are many skills one needs to command in order to be good at marketing their
brand and promoting a book to the news media.
If I could boil it down to three key areas, it would fall into mastery of
the three A’s – aptitude, attitude, and awareness.
Let’s
start with the one anyone can change, and that’s your attitude. One must be of the right mindset to be
successful. Optimism, confidence, curiosity and courage come to mind when I
think of attitude. You must be
relentless, ambitious, and willing to try new things. Believe in yourself and find inspiration in
the world around you. Know that you can
do this – and do it well!
The
next area to focus on is awareness. Are
you aware of the current events, fashions, and lifestyles out there? You’ll need to know a little bit about a
lot. You can seek to tie your message to
what’s in the news and to tap into the way people feel, think, and act. Have an
awareness of what certain media covers – and of how they cover it. See where you
can fit in.
Lastly,
certain aptitudes will be needed to excel in the book publicity world. You need to be good at communicating with
others, mastering verbal pitches, emailed messages, or in-person conversations. You should be good at researching, writing,
creating story ideas, and thinking like the very media you seek to impress. You need to be disciplined, with your time
and resources, people savvy, and street smart.
It’s a very competitive world out there and the driven, skilled, and
connected stand a better chance than most.
Another
aptitude needed is creativity. Can you
craft a pitch that taps into our push-button areas, like sex, religion,
politics, or human-interest stuff – life, death, celebrations, milestones? Can you tie your message into a major area,
such as: business health, family, money,
sports, history, entertainment, hobbies, social media, etc.?
Our
world comes down to simple things. Are we trying to acquire something? Are we
in need to saving or protecting someone?
Are we looking to stop something from happening or perhaps we seek
revenge for a perceived wrong done to us?
Most
pitches to the media involve a hero and an enemy or a problem-solution. Or, the pitch is about
power, personality or values.
Do you have the aptitude, awareness, and attitude to tap into what people think, feel, want or need and turn it into a story about you or your book? The answer must be YES!
Do you have the aptitude, awareness, and attitude to tap into what people think, feel, want or need and turn it into a story about you or your book? The answer must be YES!
“I am definitely going to take a course on time management-just as soon as I can work it into my schedule.”
--Louis E. Boone
“We swallow greedily any lie that flatters us, but we sip only little by little at a truth we find bitter.”
--Denis Diderot
“Don’t think, just do.”
--Horace
“The thoughts we choose to act upon define us to others, the ones
we do not define us to ourselves.”
--Yahia Lababidi
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