To sell your book or product, you have to do whatever it takes to create a buzz. As a book publicist, I need to stay current with my media connections so that I can pitch their topics when they tie into breaking news. One resource I’ve clued into is the National Publicity Summit.
I attended this event to meet the media once or twice a year for years and have gotten clients booked on Fox News, CNBC, NPR and in a number of national magazines as a result. Since the pandemic it is now a virtual event that is held by ZOOM. It’s still very effective and a good use of time and money.
1. Change your PR mindset. Become a news-junky and learn to tie in current events to your own topic. Get magazines like O, The Oprah Magazine or Woman’s Day, watch shows like Good Morning America. Study how they present their stories and guests and think about how you could fit into their format.
2. Develop one-sheeters to give to the media you meet. These are one-page documents, printed in color and represent your pitch, show ideas and contact information. The Summit staff assist you on creating this ahead of time. At the end of your pitch time, you hand the media person your business card and I recommend stapling this to your one-sheeter.
3. Develop more than one pitch or story idea. I have found that when I’m pitching the media, not every idea will fly. When I come to the Summit armed with a variety of show possibilities, this lets me easily get into a positive conversation with the media. If they don’t like my first idea, I try a backup.
4. Be yourself. Be authentic and have open, frank conversations with the media. The media are looking for real people who will represent their areas of expertise and who their audiences can relate to.
5. Look your best. The media attend the Summit time and again because not only do they get to not only hear pitches, but they also get an idea about how you might look on TV. I know that a lot of Summit attendees get advice from image consultants. Check out my article on my blog “How to Look and Sound Good on ZOOM.”
6. Take the pressure off the immediate “hit” and focus on building a relationship with the media. Think strategically and long-term. You probably have more than one book you’re going to promote in the future. Sure, you want to appear on their show or in their magazine but think about the media as people doing their jobs. How would you build a personal relationship with an important person in your life? Treat the media the same as you would a respected colleague. If you get the media to like you, they will follow your career and continue to work with you as long as you have a good story. As a direct result of the Summit, I can call ABC’s The View and pitch them anytime. That’s priceless.
7. Come to the Summit open to what may happen with your fellow attendees. I’ve gone to these events thinking that I’d just go for specific goals with the media. Because I had put myself ‘out there,’ I’d get into conversations with other attendees as we waited, I’ve gotten new clients, joint venture partners and other strategic alliances. The attendees at this event are the superstar authors of tomorrow.
The Bottom Line: You need the media to get the word out about your book. In the book marketing and book publicity business, I know that you have to connect with the media before they will “buy” what you are pitching. The virtual PR Summit fosters that connection to be made.
I’m such a fan of the National Publicity Summit that I am now an affiliate for it. If you are interested in attending, please check out this link.
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
Social media is a dominating force that can make or break your career as an author in almost every aspect. Besides PR, social media works well to promote a book to a large and varied audience. For example, take a look at the popularity of Holly Madison’s book Down The Rabbit Hole, which hit the top of the New York Times Best Seller List a few years back.
Holly Madison, the ex-Playboy bunny, reality show star, mother, wife and ex-girlfriend of Hugh Hefner made quite an image for herself and her book on social media with an at-the-time, 1.38 million Twitter followers. On Twitter her hashtags were #downtherabbithole and #hollymadison. According to ritetag.com the hashtag #hollymadison had 2.42K potential views per hour. The hashtag #downtherabbithole had 3.78K potential views per hour!
So what is the intriguing factor for authors about social media? Social media allows direct communication to thousands or even millions of followers (all at no cost) and is credited in great part for making Down The Rabbit Hole an instant success. Using social media also allows authors to meet a whole new audience of readers and gain new ideas for books from the social community.
In an article by Chuck Sambuchino, of Writer’s Digest, Grammar Girl creator Mignon Fogarty said, “I think you really have to enjoy interacting on social networks or you won’t do it well or stay with it. You can’t force yourself to do it; you have to find the things you like and do those even if they aren’t the most popular. For one person it might be Twitter, for another LinkedIn, for another YouTube, for another podcasting, and another blogging.”
Estelle Maskame, Bestselling author of Did I Mention I Love You, (DIMILY) became an Internet sensation by using social media and gained 123K followers on Twitter @EstelleMaskame. With the help of her friends and Wattpad, Estelle’s book reached four million hits on Wattpad. “Using social media to promote my work means that I’ve got a close connection with my readers, especially now, because they’ve been with me since the early days. In a way, we’re all in this together, and ever since the start, I’ve always loved going on Twitter to interact with them,” said Maskame.
Other authors who have successfully used social media to gain recognition for their work include Paulo Coelho. Coelho used Facebook and Instagram to stay in touch with his readers and promote his work by sharing quotes and photos of his life and trips he has been on. The Alchemist spent 270 weeks on the New York Times Best Seller List with the help and use of social media. According to a Wall Street Journal article, while doing research for his new book Adultery, Coelho’s fans shared over 1,000 emails with personal infidelity stories. Talk about intimate communications!
Margaret Atwood, a Man Booker prizewinner, has made extensive use of digital platforms. Atwood is an avid tweeter with her fans and has a knack for posting creative insight about her latest work. She also used Wattpad to collaborate with another author to create a serialized zombie novel. For aspiring authors, Atwood ran a contest encouraging them to try fan fiction.
With social media, authors have a chance to succeed. Using social media for your work is important because of the vast attraction of readers you’ll get to engage with. There are quite a few social sites to post your work on and get feedback on your book before and after it is published.
The Bottom Line: Anyone can use social media to promote their work; it’s so easy even a bunny can do it.
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
One creative way to get publicity for your book is to tie it to a holiday or special event. You’ll be able to reach out to the media who often need a ‘reason’ to showcase your book right now. Furthermore, you may be able to reach your audience on a more personal level by promoting your book alongside a national holiday, theme month, or cause. There are thousands of holidays that celebrate various concepts as well as traditional holidays that can be used to market your book; you just have to find them.
There are a couple of terrific websites that are perfect for authors by providing a searchable list of national days of ‘this or that’ for every day of the year. On Days of The Year site, I searched ‘book’ and found dozens of relevant days. For example, November 1st is National Author’s Day. Who knew? The site provides background about who started an event, when it started and just enough info for you to tie your book in to the holiday.
Another site is Holiday Insights. They have listings for each day of the month. There are plenty of examples I could enumerate but check it out and see for yourself. With so many possibilities, finding holidays that can be linked to your book will be no problem. Check them out at these links: https://www.daysoftheyear.com/ and https://www.holidayinsights.com/
How do you tie your book into a national month like Breast Cancer Awareness month? I once promoted Jackie Miles, author of Cold Rock River, during Bipolar Disorder Awareness Month because she was diagnosed with Bipolar Disorder. I also tied a promotion of a horse rescue group into the Kentucky Derby, Preakness and Belmont races because the country is focused and interested in horses during that time of year.
I also once got television and newspaper coverage for a dentist when we came up with a sugar-free Easter basket. We offered parents tips on how to give non-sugar-filled treats over the holiday and received tremendous exposure by doing so. This would be a perfect technique for a dentist with a book as well.
I also promoted a book about sports clichés tapping into the season of each sport and the author’s commentary and collection of clichés about that sport during its season.
For example, we pitched sports writers about football during the time they are covering it and baseball during the summer months. I know it may sound basic, but people don’t want to hear about hockey in the summer, so you have to tailor your pitch and timing accordingly.
In my experience, subjects such as military books and novels do very well before anniversaries of dates of military and historical events like Memorial Day, July 4th, D-Day, Pearl Harbor Day, 911 etc.
Books on the topic of overcoming breast cancer will see increased sales during October due to Breast Cancer Awareness Month. Simply think about the subject matter of your book or any cause that is close to you, personally, and promote your book alongside the specific occasion, cause, or holiday.
Other holidays and cause or theme months to consider include:
January
New Years
Martin Luther King Jr. Day
Chinese New Year
February
Black History Month
Groundhog Day
Valentine’s Day
President’s Day
Ash Wednesday
March
Women’s History Month
Read Across America Day
St. Patrick’s Day
First Day of Spring
April
Autism Awareness Month
Parkinson’s Disease Awareness Month
April Fools Day
Easter (Sunday)
Earth Day
May
National Pet Month
Social Media Month
May Day
Cinco de Mayo
Mother’s Day
Armed Forces Day
Memorial Day
June
LGBT Pride Month
D-Day Anniversary
Father’s Day
First Day of Summer
July
Independence Day/ 4th of July
August
Friendship Day
“Back to School”
September
Labor Day
Grandparent’s Day
Patriot Day (9/11)
International Day of Peace
First Day of Fall
October
National Breast Cancer Awareness Month
Columbus Day
Sweetest Day
National Boss Day
United Nations Day
Halloween
November
Veteran’s Day
Thanksgiving
December
Pearl Harbor Day
First Day of Winter
Christmas
New Year’s Eve
The Bottom Line: Find a way to tie your book to special events or holidays and you’ll increase your chances of getting media coverage.
Members of the press are looking for unique and interesting twists on every holiday. Create the angle that will entice them to interview YOU!
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
Writers Love to Help Fellow Writers – What Better Way to Meet Them Than Writers’ Conferences?
There are several good reasons why writers should invest the time and effort required to attend writers’ conferences.
Attending a writers’ conference only takes a few hours or days at the most, a few bucks, and a little effort to register and arrange travel and lodging, but the payoff can be big.
If the book you are working on is almost finished, attending a writers’ conference gives you a great chance to network with other authors, pitch your book, learn about the major publishing houses, meet book editors and book marketing specialists. If your book is six months or a year from being finished, you can meet people who will give you ideas on shaping your book and give other advice to help you wrap up when you return home.
Or maybe you have been working on your book for a few months and are feeling unsure about whether you really can be a published author. Attending a conference is a good way to get a reality check from book editors or literary agents who can give you a professional opinion on your plot and characters and help you determine whether you are on the right track.
Most important, attending a writers’ conference provides you with a great opportunity to learn about the publishing business by purposeful interaction with insiders. Some conferences offer an opportunity to get honest and helpful professional assessments from book editors that will be more than worth the cost and effort of attending the conference.
Of course, you will want to prepare for any writers’ conference you attend by having a plan of what you want to find out and what you will do while there. You will want to develop an elevator speech pitch of your book that you can deliver in one minute. Have handouts available such as promotional bookmarks or book covers, or a one-page written pitch with website URL, email, and one paragraph book summary.
Now that you are ready, here are some writers’ conferences in the coming weeks and months you should consider attending:
Here are some upcoming writers’ conferences in 2019 for your consideration:
Select a writers’ conference of interest to you and be prepared to enjoy the benefits of meeting other writers, acquiring knowledge you can use immediately, learn about different genres, find a new market for your book, elevate your professional effectiveness, meet editors, agents and publishers, become inspired and return home energized.
The Bottom Line: Make a commitment to attend at least one writers’ conference this year. You’ll be glad you did!
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
PR Stunts get a bad rap because they are either ill-conceived or poorly executed. But I like them and have been involved in many.
One recent PR stunt of note paid huge dividends this past holiday season. An airline company called WestJet captured the hearts of many YouTube viewers. WestJet has been dubbed social media’s Christmas miracle.
Their YouTube video titled “WestJet Christmas Miracle: real-time giving” was uploaded by the Canadian Airline’s PR department December 9 and went viral quickly thereafter with more than 35 million views to date!
I saw it on every national news channel, and everybody was talking about it. How’d they, do it? In the realm of public relations, it is important to show the emotional side of a product or service to connect with people, especially during the holidays. Often people see airlines as uncooperative, chaotic, and cold when dealing with delays, lost baggage or booking last minute flights for Christmas. WestJet shows that they care about their customers and they’re reliable (and insanely generous).
Greg Plata, Team Leader of the Sponsorship Team for the organization showed just what kind of company WestJet was in a blog post after the famous video swept the nation. “The coverage is exciting and achieving 35 million views is a great milestone, but not nearly as exciting as watching people around the world dig a little deeper,” said Plata.
“More than a few people were quite sympathetic to the guy who offered a simple but valid response to the question ‘what do you need?’ His reply would make his mother proud as he earnestly replied, “socks and underwear.” Now affectionately known as Socks and Underwear Guy, he’s swept the nation, he’s international – we’ve created something bigger than the Christmas Miracle; we’ve created Socks and Underwear Guy. I’m sure he’ll have syndicated his own show by the time this blog post is up! We just hope he remembers us years from now,” jokes Plata.
The WestJet team made sure to acknowledge the praise and attention they received from the emotional video. Instead of merely reaping the benefits of a successful PR campaign, they showed a softer side. They showed that it is more important to them to make people happy and to give others success than to simply succeed as an organization.
How can authors benefit by using this technique? Think about the bigger picture. Don’t just focus on selling books. Think about how you can connect with readers on a personal level. Let your audience know you’re both a person and a writer. By that, I mean let your audience glimpse into your personal life. Share things that are important or interesting to you. You can share details on your website, blog, and social media outlets. Utilize your mentions on Twitter and generate conversations with your followers on a personal level. Respond to comments on your blog or on review pages of your work. By sharing more details about yourself, you’ll provoke commonalities between your fans, ultimately appealing to more people.
If you are a romance writer, share with the audience your love of cooking. If you’re a mystery writer, illustrate your travels abroad and how a visit to a particular city was woven into your book. Connect with your following on whatever level you can. Your goal should be to reach as many new audience members as possible. To do so, dig deep into your being and ‘open up the kimono’ and show the audience who you really are, pen aside.
Author Carew Papritz, a working cowboy rode his horse in front of a Barnes and Noble in Tucson, Arizona and digitally signed his book The Legacy Letters on his iPad.
One very creative author I know personally pulled off a PR stunt that even I was impressed to read about. He rode his horse into “publishing history” by becoming the first author to conduct a book signing and an e-book signing on horseback. Author Carew Papritz, a working cowboy rode his horse in front of a Barnes and Noble in Tucson, Arizona and digitally signed his book The Legacy Letters on his iPad. It was all in front of a cheering crowd. He made some press and history at the same time.
Check out this video at:
The Bottom Line: PR Stunts Work!! Take a page out of Carew Papritz and Westjet’s book and appeal to your audience on an emotional level it’ll get them to connect with you on another level and it may get them talking about you too!
Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.
If so, tell us a little about your book. What is the title? Do you have a publisher? What is the publish date? How many pages is your book? What is the cost? Do you have web site? What is your specific goal I.E., to make money, raise awareness, get the attention of an agent or publisher, sell the story to a movie or TV studio or something else?
Submit the form below with this information and we’ll get back to you as soon as possible. Thank you!
