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Can You Be a Superstar? (Part II) By Christine Louise Hohlbaum
Marketing your book is much like joining a group of candidates on stage. You obviously have talent, or your book wouldn’t have made it through the hurdles of publishing. But talent isn’t the only thing you need to be a successful book author. There is more to it than meets the eye...
Last week we discussed the first two of four ways to blast your book promotion campaign to the stars. This week we will focus on the final two directions you will want to take.
You’re on the air
Radio programs are a cost-effective marketing strategy. Look for radio shows which deal directly with your subject matter first. Never approach the radio show host directly unless there is no other producer or program director available. Suggest “talking points” for the show. Make a theme suggestion and tell them how you can talk about the suggested topic. Offer your credentials only at the end. A query letter should include:
- A hook: “Did you know…” - An explanation: “Here is why it is interesting” - Experts who support the premise: “Here is how I’m going to prove it” - Reader benefits: “How your readers will benefit from knowing this” - “Me” section: “How great I am”
When possible, listen to the program before you appear on it. Determine what the pace of the show will be. Is the host casual or controversial? Will you take callers during the program or is it merely an interview? Determining the format beforehand will help with the jitters.
If you appear in the studio, take notes with you anyway. Having something to which you can refer is often helpful if you are nervous.
Television
As with any medium, television reaches a particular audience. Although you cannot be certain how many people are viewing you, come prepared. Unless it is a national program, you will more than likely have to do your own hair and make-up. Your attire should be TV-friendly. No floral prints or “loud” colors. Pastels such as pinks, blues or greens work best.
The best information I have found on the web for TV-preparedness comes from the Advanced Public Speaking Institute's website, http://www.public-speaking.org/public-speaking-tvvideo-article.htm
What are the essentials for book promotion? You need creativity, perseverance, ingenuity, enthusiasm, and a sense of humor. Learning the tools of the trade can be fun. If you get a rejection letter (which, if you conduct an in-depth marketing campaign, you will receive often) use each one as a learning experience, but don’t dwell on it. Move on to the next opportunity. Remember this: “no” is merely the fodder for “next!”
Christine Louise Hohlbaum, author and PR consultant, has appeared in many national media outlets including NPR (eleven times), Woman’s Day, Parents, Boston Globe magazine, and Pregnancy magazine. Her CD-Rom, The Author’s Companion: A Self-Guided Course on Book Promotion (Wyatt MacKenzine Publishing) is a turn-key marketing program for authors to jettison their book promotion efforts and improve sales. Visit her website for writers at http://www.AuthorsCompanion.com.
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