How often do you notice, when watching one of the cable news channels, a flashing message on the screen saying “Breaking News”?
I would say it is pretty often, almost to the point that it
doesn’t stick out anymore. So, why bother, right?
Well, it turns out that most people still fall for this. So, my advice to authors is that you should take the same tact. Make everything sound special, fresh, or even groundbreaking.
When you send out a press release, post on social media, place an advertisement, or hand out a flier go ahead and announce something as if it is newsworthy. Is it an “exclusive” offer? Are you revealing a “secret”? Do you offer something “new,” “breakthrough,” “unique” or “rare”?
It doesn’t matter if you do or not — but you need to sound like you are.
If you don’t sound enthusiastic about your book, no one else will. Jump up and down as if you are on fire. Exude confidence and excitement. People buy from those who look attractive, offer something of perceived value, or sound wildly cheerful.
Offer your version of a flashing Breaking News that others can rally around. Don’t lie, don’t bait-and-switch, and don’t sell anything harmful. Short of that, go ahead and bullshit, embellish, distract, hype, and dress-up what you have to offer. Give your book its best chance to be bought and read.
Get loud, colorful, and creative. Breaking News: This just in. If you want to sell and promote your book you need to go big and be bold. There is no room to be quiet, no room to be conservative. Go out on a limb and let your smile, energy, and words explode like fireworks. Sparklers need not apply.
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Brian Feinblum, the founder of this award-winning blog, can be reached at firstname.lastname@example.org He is available to help authors promote their story, sell their book, and grow their brand. He has over 30 years of experience in successfully helping thousands of authors in all genres.
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Brian Feinblum should be followed on Twitter @theprexpert. This is copyrighted by BookMarketingBuzzBlog ©2022. Born and raised in Brooklyn, he now resides in Westchester with his wife, two kids, and Ferris, a black lab rescue dog. His writings are often featured in The Writer and IBPA’s The Independent. This award-winning blog has generated over 3.2 million pageviews. With 4,400+ posts over the past decade, it was named one of the best book marketing blogs by BookBaby http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs and recognized by Feedspot in 2021 and 2018 as one of the top book marketing blogs. It was also named by WinningWriters.com as a "best resource.” For the past three decades, including 21 years as the head of marketing for the nation’s largest book publicity firm, and two jobs at two independent presses, Brian has worked with many first-time, self-published, authors of all genres, right along with best-selling authors and celebrities such as: Dr. Ruth, Mark Victor Hansen, Joseph Finder, Katherine Spurway, Neil Rackham, Harvey Mackay, Ken Blanchard, Stephen Covey, Warren Adler, Cindy Adams, Susan RoAne, Jeff Foxworthy, Seth Godin, and Henry Winkler. He recently hosted a panel on book publicity for Book Expo America, and has spoken at ASJA, IBPA, Sarah Lawrence College, Nonfiction Writers Association, Cape Cod Writers Association, Willamette (Portland) Writers Association, and Connecticut Authors and Publishers Association. His letters-to-the-editor have been published in The Wall Street Journal, USA Today, New York Post, NY Daily News, Newsday, The Journal News (Westchester) and The Washington Post. He has been featured in The Sun Sentinel and Miami Herald. For more information, please consult: linkedin.com/in/brianfeinblum.