Getting news media coverage for your book can be challenging, especially when the number of traditional media outlets (such as daily newspaper book review sections) is shrinking. However, for the lucky or deserving handful who are given a chance to get their message to the masses, too many waste their opportunities.
As one who has worked in book publishing for 20 years and has been involved in arranging thousands of interviews for authors, I can say that most authors – even seminar speakers, motivational trainers, and life coaches – often don’t fully exploit their knowledge, ability or passion. Rather than turning their radio or television interview into a memorable, experience, they simply treat it as a defensive situation with a standard approach of: “I just don’t want to be embarrassed.”
Here are nine ways to steal the show:
1. Don’t let the facts get in the way of a good line. Instead of merely making a statement, say something with some colorful language. Where as one can say: “To lose weight, drink 8-10 glasses of water a day,” another would show some personality. “If you wanna drop those 10 unwanted pounds, then drop down 10 glasses of water every day. Drink up or fatten up. It’s your choice.” See the difference?
2. Give an action step, not an advertisement. Never say “You can buy my book at www.whatever.” Instead, say the name of your book in a smooth sentence: “How To Get Attention is like having a neon sign over your head. You can access 25 free tips at www.whatever.” Now you’ve provided value and stated a specific offer.
3. Make a point and provide an example. People remember a story or something they can specifically identify with rather than an abstract statement.
4. Make it relevant where possible. Tie your message into the news or to what’s on people’s minds.
5. Confess to – or admit – something. Don’t tell us you cheated on your spouse when you’re hawking a cookbook, but do tell us how your six-year-old kid thought your cake tasted like crap. Self-deprecating humor is good. Or tell us how you made a dish 20 times until you found the missing ingredient.
6. Create an enemy. Put every conversation in the context of good vs. evil., new vs. old, us vs. them, etc. Enemies are everywhere. If you’re talking about personal finance, vilify government bailout and corporate greed; if you discuss a disease, you want to eradicate it; if you want to help parents be better at raising kids your enemy can be a situation (kids whining while you’re driving). There’s no end to finding a villain– it can be a person, group, ideology, circumstance, fate –whatever.
7. Express emotions and play to people’s fears, desires, needs, and weaknesses. Make certain assumptions of who will buy your book and identify their concerns. Your interviews should answer these concerns. If you wrote a book on dating and you know in the back of someone’s mind is that they will never get married, then address the issue and do so in a way that it gives a positive, pro-active feeling, which naturally leads them to visit your site.
8. Ask the talk show host or his/her audience for help. Tell them you’re trying to do something (i.e. – get people to stop smoking, if your book is about addiction). Suggest people e-mail you their ideas on how to eradicate the problem. Not only does it unite people, it gives you a whole bunch of e-mail contacts to follow-up with.
9. Be colorful but not boring. Think of a waitress who can simply bring you a plate of food or one who can do a little dance before serving you. Who will you remember? Don’t just drone on with useful info or ideas – deliver it in style.
If you want to know more on how to promote your book during a media interview, please send your queries to Brian Feinblum, Planned Television Arts, Chief Marketing Officer feinblumb@plannedtvarts.com 212-583-2718
Brian Feinblum has been promoting best-selling authors, self-published books, motivational speakers, major businesses, leading non-profits, and influential trade associations since 1989. He is also a published author and is currently writing a book about ethics and values. http://www.plannedtvarts.com
