How Do Authors Promote Books When The Media Seems Corona Centric?

                  

I have had many discussions with authors, both current and potential clients, for the book publicity firm that I work for, about how we pitch the media during these fluid, challenging, and emotional times. We have been having success in getting substantial media coverage for our clients during this unusual time. Here is what I see – and what I tell them.

First, the media, though strained by the same challenges we are all experiencing – working from home, trying to stay healthy,  dealing with possibly kids at home, and staying financially sound – is working full-time to continue to deliver coverage of not only the virus pandemic, but to all of the subjects and stories they normally would. The media is very much open for business.

Second, where possible, always look to twist your book or message to a corona-themed story. They will cover you if you show relevance – so whether your message is in business, health, or self-help or something else, look to spin it towards how it fits into today’s landscape. Often your message of relevance is magnified under today’s environment. If you spoke before about addiction or careers or parenting, well, your message is certainly that much more important today.

Third, if your message is not corona-relevant, that can be a plus too. The media doesn’t want to only cover bad news and stories of death, despair, and fear.  They want entertaining, inspiring, or unique human interest stories. Sports media needs to replace the fact they have no games to report on. Entertainment reporters can’t just write about closed theaters. Travel reporters can’t just talk about how planes are grounded. They all want something to talk about. Give it to them.

Fourth, you don’t need permission to push out content via your blog, podcast or video channels. Social media is a crowded and noisy space but it is one that rewards good content, an interesting persona, and creativity.  More than ever, ramp up your social media. Join platforms you previously were not on. Schedule the content that you will post in the coming days and weeks. Spend more time gaining followers and engaging others.

Lastly, stay informed. Consume the media in order to know what is trending and well as what types of stories have not yet been told. Stay informed and productive. The media world is hyper competitive and overloaded, but the savvy and persistent will triumph.

PLEASE CONSULT THESE TIMELY RESOURCES

Please Read These Timely Posts

Advice to Authors From A book Promoter of 30 Years

https://bookmarketingbuzzblog.blogspot.com/2020/03/advice-to-authors-from-book-promoter-of.html

How Are Authors Selling Books Through A Pandemic?

https://bookmarketingbuzzblog.blogspot.com/2020/03/how-are-authors-selling-books-in.html

A Book Marketing Pandemic Playbook

https://bookmarketingbuzzblog.blogspot.com/2020/03/a-book-marketing-pandemic-playbook-for.html

What Types of Books Can Get Media Coverage Now?

https://bookmarketingbuzzblog.blogspot.com/2020/03/what-types-of-books-get-media-coverage.html

The Bestseller Code For Book Marketers & Authors

https://bookmarketingbuzzblog.blogspot.com/2017/01/the-bestseller-code-for-authors-books.html

What Should You Do to Market Your Book?

https://bookmarketingbuzzblog.blogspot.com/2020/02/what-should-you-do-to-market-your-book.html

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 brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. 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 http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo America.

Advice To Authors From A Book Promoter of 30 Years

                   

Writing a book is like getting pregnant after trying for several years to conceive of a child.

Publishing a book is like giving birth to a baby.

Marketing that book is like raising money for your kid’s college education.

Each stage seems challenging and filled with pitfalls. But it all so very rewarding when it goes right.

To get yourself going on your book marketing, you should ponder the following:

So, Why Did You Write Your Book?

What drives you to promote and market your book? No doubt, you want to make good on your promise as a writer to produce a quality book on a topic you are passionate about. So why did you write the book in the first place? How you answer will dictate your marketing plan.

You Published Your Book Because:

·         Of ego and the personal satisfaction of being published?

·         You hope to sell a ton of books and become a bestselling author?

·         You want to help others?

·         You want to share knowledge?

·         You want your legacy engraved?

·         You want to advance your career?

·         You want to make the world a better place?

For whatever reason or reasons you wrote your book, good for you. Now do something to support that drive that got you to write and publish your book. This is the moment you must market it, even during these insane times.

Do You Have A Board Of Directors?

Some authors form a supportive group of unpaid advisors, a mastermind group of several  knowledgeable professionals who meet regularly by phone, or in person. They voluntarily guide you, exchange ideas, and offer referrals or resources to help you grow your writing career. Reach out to friends, family, acquaintances or professionals you have interacted with to serve on your board. They can be instrumental in advising you on how to best market, promote, sell, and brand yourself.

Act As If You Are In The Future Reflecting Back On Now

Assume that you really are THE EXPERT on your topic, that what you have to offer is truly revolutionary, amazing, new, or unique. What would you do to get the word out and what will you tell others to make them realize your book is really a must-have?

Imagine your life six months, a year, or five years from now. See yourself in the future reflecting back on today – which would be your future’s past. What will you see when you look back at how you handled today’s opportunities to market and sell? Leave no stone unturned. Do all that you can now to give your book a chance at success, so you will have no doubts, no guilt, no feelings of falling short, no fears that you couldn’t experiment.

You can do this. Some doubted you would write a book. Others didn’t think it would get published. Not you wander if you can market it successfully. I say yes. Now prove me right.

Please Read These Timely Posts

How Are Authors Selling Books Through A Pandemic?

https://bookmarketingbuzzblog.blogspot.com/2020/03/how-are-authors-selling-books-in.html

A Book Marketing Pandemic Playbook

https://bookmarketingbuzzblog.blogspot.com/2020/03/a-book-marketing-pandemic-playbook-for.html

What Types of Books Can Get Media Coverage Now?

https://bookmarketingbuzzblog.blogspot.com/2020/03/what-types-of-books-get-media-coverage.html

The Bestseller Code For Book Marketers & Authors

https://bookmarketingbuzzblog.blogspot.com/2017/01/the-bestseller-code-for-authors-books.html

What Should You Do to Market Your Book?

https://bookmarketingbuzzblog.blogspot.com/2020/02/what-should-you-do-to-market-your-book.html

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 brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. 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 http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo America.

How Are Authors Selling Books In A Pandemic?

               

Many libraries, schools, and bookstores are closed. Amazon is behind in deliveries. Speaking appearances and book signings have been cancelled. So how are books being sold in this environment?

Here are the answers each correct in some fashion:

·         Social media is helping to sell more books

·         Traditional and digital media is covering books

·         Authors are doing webinars and online courses to sell books

·         New online retailers are sprouting up

·         Not everything is closed everywhere – it just sounds like that

·         E-books are skyrocketing

·         Audiobook downloads are surging

There is reason to hope. Everyone is cooped up and are open to reading books. Many run to the safe confines of books, whether to escape reality or to use this time to learn what they had been meaning to finally get to.

So many books do well in this environment, including:

·         Children’s Books – kids need to learn and be entertained without school

·         Thrillers – always a good time for them

·         History – let’s learn from past disasters, depresssions and pandemics – or read about better days of the past

·         Entertainment – love a good distraction

·         Personal Finance – time to balance a budget and grow your assets

·         Investing – gotta make back the money lost on Wall Street

·         Survivalist Techniques – we are all preppers now

·         Politics – the 2020 election is coming

·         Humor – we need a laugh

·         Sports – we can read about the past until the future games begin

·         Health –  this is our number one focus – how to stay healthy in mind and body

·         Religion – we need some spiritual nourishment, especially when the churches and temples are closed

·         Self-Help/Motivation – we all need uplifting stories now

·         Cooking – if you can’t hit a restaurant or even afford takeout, learn how to cook

       Travel -- if you can go somewhere physically, time to go with your mind -- and plan a future trip

Plus, let’s look forward, whether it is weeks, a month or a few months – stores will reopen, delivery times will improve, and the financial devastation will slowdown and start to return to better times.

But for the moment, as the world is upside down and filled with pain, fear, and uncertainty – and financial insecurity fills millions of homes and thousands of others confront death and severe illness – the book world is combusting. Indie stores have laid off workers and shuttered operations. Some publishers are looking at bankruptcy or a merger. Book releases scheduled for April or May are getting pushed back. Even the nation’s leading book trade show, Book Expo America, had to reschedule its date but right now its home, the Javits Center in NYC, is being used as a makeshift hospital to battle a plague. It is ugly out there.

Still, the belief is it is temporary and we just need to weather the storm for the moment.

A decade ago the industry was hit by many challenges – the Great Recession, the ebook revolution,  Amazon taking over the industry as Borders drop dead, technology allowing for the majority of published books to be self-published, and the Internet providing free competition for content providers.

But the American book industry rose from the dead and all of that transition and uncertainty. It is going through another tough time now, as many Americans are. Every day that passes means we get a day closer to recovery. The pandemic seems like it is a book that has no ending, but the truth is, we know how it ends. And we know that the book world will get a new beginning and rise up. I can’t wait for the sequel!

Please Read These Timely Posts

A Book Marketing Pandemic Playbook

https://bookmarketingbuzzblog.blogspot.com/2020/03/a-book-marketing-pandemic-playbook-for.html

What Types of Books Can Get Media Coverage Now?

https://bookmarketingbuzzblog.blogspot.com/2020/03/what-types-of-books-get-media-coverage.html

The Bestseller Code For Book Marketers & Authors

https://bookmarketingbuzzblog.blogspot.com/2017/01/the-bestseller-code-for-authors-books.html

What Should You Do to Market Your Book?

https://bookmarketingbuzzblog.blogspot.com/2020/02/what-should-you-do-to-market-your-book.html

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 brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. 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 http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo America.

What Types of Books Get Media Coverage During A Pandemic?

                     

As an author or publisher you may be wondering: How will I promote a book in this environment of fear, shutdown, and uncertainty?  

The answer?

One day at a time.

Do not use these wild times as an excuse to not market your book. Shy away from complaining of what is not, and instead focus on what is. Never sit on the sidelines feeling sorry for yourself.

Just get it all out now – cry, scream, question things – and then roll up your sleeves and get to work. Just accept it: the world is not always fair, and at times, it can be harsh. But you can survive – and then thrive.

In the best of times, it is an uphill battle to get your voice heard, your brand grown, your book sold. In that respect, today is no different than a month ago. But what has changed is what the media is looking for.

Here is what I see as the popular topics for the news media:

·                  Health

·                  Healthcare Policy

·                  Seniors/Aging

·                  Fitness

·                  Medicine

·                  Caregivers

·                  Healthcare Technology

·                  Business

·                  Personal Finance

·                  Wills/Estate Planning

·                  Wall Street/ Investing

·                  Economy

·                  Oil/Energy

·                  Travel

·                  Global Relations

·                  Leadership/Management

·                  Self-Help/ Inspirational/ Motivational

·                  Crisis Management

·                  Parenting (home schooling/kids stuck at home)

·                  Politics (2020 election)

·                  Education (online learning/college/graduations)

·                  Law Enforcement (lawlessness concerns/cops sick/jails unloading criminals)

Even though these are the hot topics right now and likely for the next few months, other stories can be pitched to the media. Certain media outlets still want to talk about books and novels. They will talk to humorists. We need to laugh. They will talk to entertainers, to distract us. They will talk to people with interesting memoirs. Life goes on, and some media outlets will purposely downplay coverage on coronavirus because after awhile we need to follow something other than a body count or how far the Dow Jones dropped in an hour.

So what should you do?

First assess if you can talk about the virus in a way that it relates to your book or area of expertise without sounding like an opportunist or ambulance chaser. Next, play up why your book or subject matter is not corona-themed and provides a much-needed break from the serious coverage out there.

Craft multiple pitches. Pitch multiple mediums, multiple outlets, multiple people at each outlet. Be persistent and keep trying.

The world is upside down and for many people alive today, they have never seen anything like this. A pandemic threatens the health and lives of billions of people. The world financial markets are crashing. The spirit and psychological state of mind of many is challenged under these dire circumstances. But we also believe -- and know – this shall pass, eventually --  and most of us will find our way our of this hole. But until then, I wish you the very best – to be safe and sane!

For more information, please see a Pandemic Playbook for Book Marketing:
https://bookmarketingbuzzblog.blogspot.com/2020/03/a-book-marketing-pandemic-playbook-for.html.

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 brianfeinblum@gmail.com. He feels much more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog ©2020. 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 http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2018 as one of the top book marketing blogs. Also named by WinningWriters.com as a "best resource.” He recently hosted a panel on book publicity for Book Expo America.