There will always be
tough news cycles to pitch a book through. Thousands of new books are published
every day in America. Every day there is a crisis, a terrible accident, a
natural disaster, a hideous crime, a political dilemma, or a scandal. That has
been the one constant through time. But
what do you do when you try to promote a book while these four things are
unfolding:
·
A killer pandemic that
throws our healthcare system in disarray.
·
Economic meltdown due to
corona and shutdowns.
·
A movement as powerful
as Black Lives Matter that seeks to challenge policies, policing, history, and
cultural norms.
·
The most important
national election for Congress and the White House in generations.
You do what any savvy book
marketer does - run towards the controversy.
Take advantage of
whatever is in the new cycle and pivot your message to remain relevant. Find a
way to talk about yourself or book in a way that shows a connection to what
people want to know and what the media wants to hear. There is built-in interest
for any of the above four topics, so link to them as best you can.
On the other hand, you
can pitch yourself as an alternative to the things everyone seems infatuated
by. Even the media tires of covering the same story for weeks and months at a
time. Show them you are a fresh face, with a unique voice, on a topic of
interest, that moves us away from the big four of corona, BLM, politics, and the
economy. Americans need an escape to hear that life goes on, to dream a little,
or to think about other things of importance, inspiration, or interest.
There's no better time
to promote your book or market your brand than now. Waiting doesn't help you.
Next month, the same four issues will loom even bigger. Six months or even a
year from now, we'll still talk about corona, the economy, politics, and race.
You can't outrun the news cycles. You can only plan around them, work with
them, or find some happy medium. Ignoring them or hoping they'll change over
time is not a great approach.
Your book will never be
the most important thing in the news. It will always be bigger stories, best-selling
books, or something important out there that will distract the nation from paying
attention to you. But that is okay. You only need to impress a microscopic
portion of the population to be a wild success.
So, the lesson here is
don't fear or evade the news cycle. No matter what else is going on, you can
still find your way to get media coverage, sell books, and influence others.
Keep at it. Don't give
up and don't make excuses.
Embrace things as they
are and work through them.
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