Abouts Books

By Monique Caradine

Recently while browsing and updating my LinkedIn profile, I noticed a question that one of my network connections offered feedback on. The question was from a frustrated publicist who couldn't seem to get any major publicity for her client, an author of a self-published book of poetry. The question yielded lots of great advice from other PR pros but as a TV and radio host and producer, I knew I could offer a different perspective.

During my time as a radio talk show host, I would receive at least 5 books a week from publishing houses and independent authors alike seeking publicity for their books. Very few of them however actually made it on the show. That's because most authors and publicists were extremely uncreative in how they pitched their books. Most of them used the cookie-cutter pitch letters and press releases and the same information was usually sent out to every media outlet in town.

While this approach might work for very well-known authors, it takes a little extra effort for the rest of us to get the kind of publicity results we want. Therefore, I'm recommending 5 little-known secrets any author can apply to get better publicity for their books:

1. Segment your publicity efforts.
Start by targeting with laser-like precision a small number of media outlets you most desire to be featured in. Categorize them according to TV, radio, newspapers, blogs, podcasts, etc. Targeting just a few allows you to personalize your pitch to the producer, host or journalist that you want to feature you. Personalization is key because it makes media people feel special and ultimately, they'll be more inclined to consider featuring you. Just keep in mind, it's about the quality of your publicity, not the quantity.

2. Realize it's not all about your book it's about YOU!
Once you hone your pitch and begin doing your follow-up, you'll start getting requests for interviews. The novice author is usually eager to talk all about the book, the characters, the main subject, etc. The reality however is, most journalists or talk show hosts don't really want to highlight your book exclusively because that would be equivalent to giving you an infomercial. How boring! Instead they want to get to know YOU. What led YOU to write the book? What qualifies YOU to deal with this issue? What related issues in the news can YOU speak to that make the book relevant? What compelling life lessons can YOU share to make the audience really care about your book? In essence, don't try to sell me on your book, sell me on YOU!

3. Position yourself as an expert.
Writing a book gives you instant credibility and suggests that you have a high level of expertise. If you leverage it correctly, your status as an author could land you speaking opportunities, consulting gigs, even your own TV or radio show! But in the meantime, how can you transfer your expertise into publicity? Among other things, tout your credentials and be specific about the information you can provide in a media interview. Use bullet-points to explain how your information can help the audience. Strategically tie your expertise into stories that are in the news. Find a unique or entertaining way to share information that is useful, interesting and cutting edge. If you do so effectively, the media will appreciate your expertise and keep inviting you back for more.

4. Get actively involved in social media.
I cannot stress enough the power of social media. In fact, the very reason I wrote this article was because I was inspired by a colleague of mine (who happens to be a publicist for authors) who posted feedback on LinkedIn, an online networking community that links professionals from every industry imaginable. There are literally hundreds of thousands of people who use LinkedIn as a way to potentially gain new clients, reconnect with old colleagues and even get publicity. As an author, social media (such as LinkedIn, MySpace, YOUTube, podcasting and blogging) must become a part of your publicity strategy. Almost every media outlet uses one or more of these tools to find new story ideas and new interview prospects. So don't buy into the myth that social media is just for teenagers with too much time on their hands. It is one of the best ways for your market and the media to get to know you.

5. See your book as an enterprise.
This is a concept that people like Robert Kiyosaki, Jack Canfield, T. Harv Ecker and others have mastered. If you're familiar with their work, you know they're no strangers to major publicity. Each of these authors decided they weren't just going to write and sell books for fifteen bucks a piece hoping to make a fortune. Instead, they leveraged their books and created coaching clubs, workshops, workbook and speaking opportunities. As a result, they've become noted authorities in their areas and they've become media darlings. By seeing your book as an enterprise, you open the door to impacting people's lives in ways that go beyond just reading a book. You also expand your reach by creating a loyal fan base, you build a strong brand and you could potentially create a never ending flow of free publicity opportunities.

Monique Caradine is a Chicago-based broadcast media professional and President of Momentum Media Group, Inc. A former radio host and currently the host of "Perspective," a community affairs TV program, her specialties include program development, media training and publicity consulting. She has authored two electronic books on how to make your story irresistible to the media. Monique is also a noted speaker, workshop presenter and commentator. Subscribe to her free publicity newsletter at http://www.YourMediaMentor.com You can see her LinkedIn profile at http://www.linkedin.com/in/moniquecaradine