Guest Post: How Can People Find You If They Don't Know You Exist?

Article at a glance:

• People can’t search for you if they don’t know you exist.
• Keyword searches return thousands of competing results.
• Media exposure helps point people to your website.

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It pains me to see the hurt and frustration of people who don’t understand why their wonderful book or their cool, new product isn’t selling well. Too often, they conclude no one is interested in their message or that their gizmo falls short.
That’s usually not the case at all; heck, it’s why I went into marketing and PR! The need to market new books and products has been around for, well, as long as we’ve had books and products. The only thing that’s changed is the new media options we’ve added to our strategies.
I was recently talking about this with Joe Thomas of Left Brain Digital, the web developer and marketing consultant who designed our new website and services many of our clients. He said he’s still surprised by the number of authors and entrepreneurs, both new and seasoned, who tell him “I just don’t get it!” when their books or products don’t sell.
Since Joe has a way of explaining things that always makes me laugh, I asked if he’d mind writing about this problem for The PR Insider. He readily agreed. So, here’s Joe:

How To Write A Happy Ending
Or … I Have A Really Neat-o Book or Product, Now Why Doesn’t Anybody Buy It?

I can’t even fathom the number of conversations I’ve had with new clients suffering from a severe case of “I Just Don’t Get It!” disease. The stories of why they wrote their books or developed their products are all different, but the endings are the same: They’re not selling diddly. Squat. Nada.
Before we get too far into the whys and why nots, let me warn you, I am not going to tell you what you want to hear. There’s no magic form for you to fill out to get instant access to my “Special Report,” nor is there a download of secret “For Your Eyes Only” information designed to get you on my mailing list. (My next rant is going to be about buying into the web marketing trap.)
Instead, I’ll go straight to the “why,” which is as complicated as it is simple: People can’t buy what they can’t find.
Most web marketing gurus will tell you that Search Engine Optimization can help direct potential customers to your book or product, and why you should hire them to get you listed front and center. I am not that guy. Oh, I believe in the power of Google, but there are major caveats:

1. Search engines are great if you know what you’re searching for. Type in your name and/or book title into Google and look at the results. You may be at the top of page 1 and even have 22 different listings on the first and second pages. You may get the same results on Bing and other search portals. You might even show up first on Amazon.com, where your book is right there, for sale to the masses. But you’re still not selling many books are you? Here’s the tricky part: YOU know your name and your book title, don’t you? But, people can’t search out your name and book title if they don’t know them.


2. People can search for my incredibly, fantastical keywords, can’t they? Well sure they can – and they do. Let’s assume for a second you have a book and it’s about Politics, Money, Religion, Employment or any number of topics. Now go to Amazon and type in your keywords – you know, Politics, Money, Religion, Employment … You just discovered there are 672,481 books using your Incredibly Fantastical Keywords, right? Now type in those same keywords along with your name and/or book title. Eureka! There you are. I now direct your attention to No. 1 above.
3. Your website is totally gorgeous but it’s not getting you sales. The first part of this quandary is, LOOK AT No. 1, above. Are people actually visiting your site? Have you checked out your server logs to see what your traffic data looks like? You’re probably thinking your webmaster takes care of all that, right? Unless your webmaster is getting a piece of the profits from every item you sell, odds are he/she doesn’t really care. Let’s be honest here, you’re paying your webmaster whether you sell or not. Now, if your traffic data is showing that you’re getting a boatload of traffic but no sales, maybe you need to be more realistic about how gorgeous your site really is. Looking good and converting visitors into buyers are two different things. But before you start blowing up your site, go back and LOOK AT No. 1, ABOVE.

Here’s a bit of free advice: If your marketing plan to reach 100,000 book or product sales is based on people finding you without a clue who you are, keep your day job and forget about buying the fancy car with your profits. You need exposure. You need to get your name and the name of your book, product or business in the news – in newspapers (they all put their content online nowadays), magazines and e-zines and blogs. Get yourself interviewed on talk radio and TV, if you can. Get your social network sites up and active and build a following.
Plenty of people do it themselves. If you find that too difficult or time-consuming, hire professionals to do it for you. There are 5 hundred million thousand books and products for sale online. If you want folks to know what to search for, they have to know that you exist and what you have to offer.
And the happy ending will come.
********
Joe makes it sound as easy as 1-2-3, doesn’t he? OK, so maybe it’s not that easy, but if you’re motivated and willing to spend the time getting your name out there, you’ll see it’s very effective. Along with making people aware of who you are, media attention gives you credibility that you just can’t buy.
That’s what I would call a happy beginning!
Get it?
Marsha
Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity. Outside of the office, she is also the founder of a non-profit organization called the Cherish the Children Foundation. In 1996 the White House recognized her charity which sets out to raise awareness of the plight of underprivileged and foster children.

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Guest Post: What Should Your "Promotional Tagline" Be?

In my role as the head of a PR firm, one of the most common misconceptions I see has to do with the superlatives people choose to describe themselves. Now, I'm not referring to how the media positions someone, but rather how someone seeking publicity wants to refer to him or herself.

I once overheard my senior strategist, Tony Panaccio, having a conversation with a client about what their tagline should be. It went something like this:

Client: So, what should I call myself?
Tony: I'm not sure what you mean.
Client: Well, when I identify myself to the media.
Tony: Well, your name is Jim, right (not the actual name)?
Client: Yeah.
Tony: So, why don't we stick with that? It’s short, concise and happens to be, you know, your name.
Client: That’s not what I meant. I was trying to think of something catchy.
Tony: Okay, how about “James?”

It went on like that for a bit, until Tony was able to explain to the client that it’s not kosher to try to “name” yourself to the media.

Taglines can work well for people who have their own radio or TV shows, but for those just breaking into the spotlight, it actually has the reverse effect than intended. The media is a cynical, somewhat sensitive league of professionals, not unlike Tony, actually. When they see a name they've never seen before with a tagline they've never seen before, it strikes them as odd and out of place. In fact, many will turn their noses up at those self-made designations.

We often get folks who want to attach all kinds of superlative descriptions of themselves in their bios like “genius,” “brilliant,” “guru.”  The point is that those in the media will come up with the nicknames and catchy taglines as they see fit, once they have come to understand that person’s experience is real. They are the ones who get to determine who the gurus are and not the prospective gurus themselves. 

Further along those lines, some have tried to attach the terms “groundbreaking,” “innovative” and even “spectacular” to describe their products or their books. The problem is that the media feels they are the ones who will determine if someone or something fits those descriptions. When people are positioned that way as part of a pitch or an article, it can be offensive and it immediately raises the question as to the validity of that designation. That’s why using superlatives about yourself in order to establish your credibility, typically results in exactly the opposite effect.

That’s why I don't call myself anything like “The PR Mechanic” or “The Marketing Maven,” as others in my industry call themselves. It’s not for me to make those calls. It’s up to you and the media to determine that I’m deserving of some kind of title to show my expertise.

In the meantime, feel free to call me Marsha. All my friends do and you’re far more likely to get my attention.

Marsha Friedman launched EMSI Public Relations in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. Some of the more prominent names on her client roster are Sergeant’s Pet Care Products, Former National Security Advisor Robert McFarlane and the famous Motown Group, the Temptations.
She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.

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Guest post: Making Your Radio Interviews Count

Making Your Radio Interviews Count

By Mari Selby


One of the quickest and easiest ways for your book to be noticed is to be a guest on a radio show. People still listen to the radio at work, while driving their cars, or as background at home. Most radio interviews happen on the phone, so you can sell books while in your robe and slippers. In 1999, prior to today's health craze, we secured 100 radio shows for author, Dr. Lindsey Berkson and her book, Healthy Digestion. With only these radio shows to promote her book, sales went to over 17,000 in a few months. Another client landed a regular TV gig because the producer heard him on a radio interview. Yet another author's architectural practice multiplied because new clients heard her speak on the radio. One of our quantum physics authors received an invitation to speak at a prestigious conference because he used a CD of his radio interviews to promote himself and his book.

Each one of these authors did not waste air on the radio. They offered tips, were storytellers, and captured the audience's interest. For most people it's easy to talk or teach in an interview, however to capture someone's attention long enough to have them buy your book takes skill and practice.
10 tips to being a successful radio show guest:

1. Make sure listeners know who you are. Give the host an introduction that is exactly how you want to be introduced. What is the most advantageous way of describing you and your book?

2. Never say "the answer is in my book". Both hosts and the audience hate that. Instead you could respond with "we address that issue through what we call problem solving tools. Active listening is one of the techniques we use. Active listening involves..."
And then you can add "there are a number of other tools we offer in the book."

3. Practice answering a list of questions in front of the mirror, with family, while driving in your car. Practice until you are easily answering the questions you include in your media kit. Then have your family ask questions not on the list and be spontaneous with your answers. (Or you can hire a radio show coach to guide you through the ropes.)

4. Clearly state how people can purchase your book, and inspire them to action. During the interview talk about your website. What else will people learn by going to your website? Make sure the host knows the name of your website so they can mention it also. Mention how your book might be a good gift for Aunt Susan who likes books on wildlife, or how Dad always wants to know more about cooking. Give them a reason to buy the book for someone else besides themselves.

5. Make a personable connection with the host, and the audience. Say the hosts name when you answer a question. Demonstrate how you want to help the audience. Be engaging. The goal of every interview is to be invited back.

6. Listen to the some of the host's archived shows to learn how she runs her program, so you won't be surprised, and can give "good air time". One of the biggest mistakes authors make is to approach a radio show about new electronic devices with a suggestion for a show about how to keep your marriage alive.

7. The host asks you what you think is a stupid question. What do you do? You don't say- "Well that is a stupid question!" You say- So many people have asked me that question and... then you bridge to where YOU want to go. You say what YOU want to say. It is called a bridge- and the people who do this best are politicians. Stay focused, don't get defensive, be polite and then answer it the way you want to.

8. Either hire a publicist to get you on the radio shows, or plan your approach. Do you want to research regional shows that will support regional activities? Or do you want to research radio shows that connect with your topic nationally? Plan on approaching these shows at least a month before the event. Ask the engineer for a copy of the interview either as a MP3 to use on your website, or a CD to send out for speaking engagements.

9. Cover your bloopers if you can with a cough, or a vocalization like hmmm, or a "that's an interesting question", or a laugh with "you caught me on that one". Or you can repeat the question. Dead air scares everyone, and audiences leave.

10. Last but not least, have fun!

Mari's writing can be read on http://www.sanfranciscobookreview.com Mari is the director of Selby Ink, a publicity and marketing firm. http://www.selbyink.com Selby ink promotes authors who make a difference, and helps those authors to develop name recognition through assessment of their work, and developing virtual and real life" events. Selby ink specializes in the following genres: body, mind, spirit, relationships, environmental issues, and social justice. You can also find Mari on Facebook, Twitter, LinkedIn

Article Source: http://EzineArticles.com/?expert=Mari_Selby


http://EzineArticles.com/?Making-Your-Radio-Interviews-Count&id=6288321

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Guest Post: Why Can’t I Just Talk About My Book On The Air? Why Using the Media to Sell Books is a Finesse Play

Unless you’re Oprah, a former president or a major celebrity, there is one question you will likely never be asked by the media when promoting a book.


“So why did you write your book?”

They won’t ask it, not because they don’t know you’re an author nor because they’re being rude. They won’t ask because the media doesn’t exist to help authors sell books. The media exists to create content that informs and entertains its audience, so that their audience stays tuned in. The more audience they have, the more advertising dollars they can charge for their print space and air time. Audiences are what make them money.

This is one of the most common disconnects we usually see with those who are new to the game of PR. Authors expect they can use the media as a venue to talk about their books, while the media is only interested in them for their expertise and the information or entertainment they can offer their audiences.





But, there is a wide gulf between using an interview to wax philosophic about why you wrote a book and giving an information-packed or fun-filled interview aimed at holding the interest of the audience. So here are a few things to remember when preparing for media interviews:

1. “What’s In It For Me?” – The success of your interview, whether your audience stays tuned into you or tunes out, will depend largely on whether or not you tell them how your information will help them. No one knows this formula better than producers, hosts, editors and journalists whose livelihoods depend on keeping their audiences tuned in. They’re slaves to the audience – they know if they can’t hold them, they’ll lose them. And, if the audience goes, so does the advertising revenue and possibly their job.
   
   
2. Make it Fast – Today, the media has far less time and space than it ever has in its history. Ratings and readership figures are transmitted electronically, tracking not only what media you are consuming, but how much, for how long and when. They have it down to the minute. That doesn’t mean that we are reading less or have shorter attention spans. It means there is a lot more competition for our attention than ever before.
   
   We have radio and TV shows, movies, the Internet as well as content for our smartphones and PDAs. Media is delivered to us on plasma screens in the checkout line at Wal-Mart, in the airport as we wait for our flights and even at the pump as we gas up our cars. As a result of the competition for our attention, the media gives us much more information, in a variety of ways, faster than ever before. For the media, it’s as much about how much content as it is about how fast they can give it to us. Most TV interviews are in the 3-5 minute range, and radio interviews are in the 5-10 minute range. In print, a 500-word article is about the medium length most people will find. In USA Today, only a handful of stories ever break the 500 word mark. They want to give you more, faster. So when an author is offered an interview with the media, they better be able to provide helpful information that will leave an impression and be able to do it quickly, because their air time is so limited.
   
   
3. Walk the Tightrope – The media knows the dance. You are offering your time and expertise to their audience in exchange for exposure of your book. But if during the interview you say things like, “In my book, I wrote…,” it will be a short interview. However, if your interview fills the host’s need for delivering an entertaining and informative interview, they will do the promotion for you by mentioning your book and even your Web site on the air.
   
   But, even more important than the media’s perception of being overly promotional when interviewed on the air, is the consumer’s perception. It is a universal truth that consumers don’t like being sold. They don’t like commercials (which is why they fast forward past them on their DVRs), or shopping for cars at a dealership. They don’t like banner ads, spam, or a landscape cluttered with billboards. So the clue here is – don’t sell! Instead, inform, entertain and, in doing so, you’ll build the audience’s trust. And, one thing is for sure – no one puts their money on the counter without there being some level of trust that they are getting something of value in exchange for whatever it is they are purchasing.
   

The bottom line is that in order to get value from your media exposure, you have to offer value to the media first. Otherwise, you will forever be on the outside, looking in, as your competitors get the air time and media exposure you want for yourself.

About Marsha:  Marsha Friedman doesn’t like sitting still. As a prominent business woman, she has run her company successfully through prosperity and adversity, ironically having one of her best revenue years in the midst of 2008′s recession. As a publicity expert, she recently debuted her new book Celebritize Yourself and began a national media tour. As a radio personality and public speaker, Marsha can be heard every week on the nationally syndicated talk radio show The Family Roundtable” where problems that modern families face are discussed. Marsha and her co-hosts have enjoyed interviewing family experts as well as celebrities such as Tony Curtis, Ed Begley Jr., Augusten Burroughs, Faith Evans, Vicki Lawrence, Denise Jackson, Janine Turner and Rose Rock.


Marsha Friedman launched EMSI Public Relations in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. Some of the more prominent names on her client roster are Sergeant’s Pet Care Products, Former National Security Advisor Robert McFarlane and the famous Motown Group, the Temptations.
She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.

Outside of the office, Marsha is a mother of three and a grandmother who also raised one of her grandchildren. She is also the founder of a non-profit organization called the Cherish the Children Foundation. In 1996 the White House recognized her charity which sets out to raise awareness of the plight of underprivileged and foster children.

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Leveraging National News to Promote Yourself and Your Book

Back in the days before the Internet, e-books, IPods and digital publishing, releasing a book was news.  The mere fact that someone had written a book was worthy of coverage in the newspaper.  Not anymore.  Technology has made it easier to get published, even if someone is merely writing their story in a blog.  The simple act of releasing a book won't garner big press coverage anymore, unless you happen to already be famous.

So how does an author get the attention of the media?  One of the best ways is to tie in your story with a big national story going on right now.  Bill Hanks, the author of Serenity:  It's a God Deal recently did an excellent job of doing just that. 

You have no doubt seen the public spectacle of Charlie Sheen's recent meltdown in which he bragged of his drug use, proclaimed he had "tiger blood", got fired and lost custody of his kids.  Bill's book is a very personal story of overcoming substance abuse, and he wrote an editorial about Charlie Sheen and the symptoms of drug abuse for the Tulsa World newspaper. Not only does this help the newspaper localize a national story and give them content to share with their readers, but it establishes Bill as a local expert on the topic of drug abuse.  The editorial does mention Bill is an author and plugs his book at the end. 

If Bill had just contacted the paper and told them he released a book, would the Tulsa World have given him this kind of space in their newspaper?  Probably not.  But, because Bill was able to tie his personal experience and expertise to a big national story, he was able to get across his message and promote his book at the same time. 

If you have a story that is emotional, informational or sensational, and you are able to tie that information to a national story, you will find it far easier to promote yourself and your book.

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So, What Good Is All This Advice, Anyway?

Well, it's official:  this blog is now more than a year old.  It's hard to believe that I have spent nearly 13 months writing this blog, dispensing book marketing and promotion advice.  I am actually a bit surprised by the number of readers I have gained, as well as the reaction I have received to many of the posts.  This blog has a diverse readership, ranging from new authors who have just published their first book to best-selling authors from major "name" publishers.  It has readers not only in the U.S., but also in France, Africa, Canada and Singapore.  It has been rewarding knowing that I have helped authors in their quest to promote their books.

But, have I?

The advice here sounds good, and it is based upon my experience marketing books.  The experience I have gained from the past five years of working for a publisher has been invaluable, and I pass this information along to help authors save a lot of time, money and frustration.  I have really enjoyed it. 

To put the advice I give into perspective, I thought I would include portions of actual emails that I and other members of the staff have received from our authors, along with the blog posts that reflect the advice apparently followed by the authors.  After all, seeing is believing.  I have omitted the names of the authors, but have not altered the content of the emails.

How To Schedule Speaking Engagements

"I have started calling area churches. I did stop at a few but they are closed during the week so I have come up with a new strategy. I am calling churches and then following up with a letter a week later if I haven’t heard from them.  The second church I called was an amazing experience, to say the least. I was able to speak with the senior pastor who also pastors 2 additional churches. He said that my call was an answer to his prayer!! He had been praying for something new and fresh to come along as his sermons were getting stale and he was tired of talking about the rich and the war; whatever that means. I met with him the following day and we spent an hour together talking. I was able to meet his wife. He wants me to come and do a 6 to 8 week ministry on surviving abuse on Tuesday evenings from 7 pm – 9 pm. He also took my book cover flyer and my info sheet and said he was taking it down to a District conference he was attending this past week. He thought my book was so timely that he wants me to share my testimony with all churches in the state! "

 How To Get the Media to Notice You

"A BIG HUGE THANK YOU for however you got me into Dallas Child Magazine!!!   i saw it on-line last night and was soooooooooo excited!  but today i received copies in the mail and you cannot even imagine how thrilled i am!!!!    as i told you before -- it has always been a dream of mine to have a book published -- but when i have looked through countless magazines i always thought "how cool would it be to have your book picked to be in one of these lists!"   and both dreams have come true!!!"

Book Sales Opportunities You May Have Overlooked

"Just returned from a fantastic event at Prairie Grove Battlefield.  Sold lots of books! Averaged $1,000 per day sales in the 3 day event.  Had so many returning customers who are now avid fans (that was fun!)"

Do you have any success stories based upon the information you have learned from this blog?  I'd love to hear them!  

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How to Get the Media to Notice You

You've written a great book, you have signings lined up and you're already selling some books.  You're set, right?  Well, almost.  You have sent out press release after press release (or your publisher has) and the media act like you have forwarded them an email from a Nigerian prince whose money is locked up tight in a U.S. bank account.  What does it take to get the media to notice you (and your book)?

Reporters are busy people these days.  The news cycle is 24 hours a day, 7 days a week.  Media outlets receive dozens, if not hundreds, of press releases every single day.  Add to that the fact that many media outlets have very strict, fast (even unreasonable) deadlines, and you start to see why a press release about the release of a book may not grab their attention.  After all, books are released every single day (more than one million in total last year alone).

With so much vying for the attention of the media, how can you possibly grab their attention?  As a former reporter myself with more than 20 years of experience in the news business, I have a few suggestions on how you can break through the clutter and grab some headlines:

1.  Your story has to be interesting.  This is a given, right?  Not necessarily.  Something about you or your book has to be newsworthy.  We've already mentioned that the act of releasing a book isn't necessarily newsworthy (unless you live in a really small town where there isn't much news).  Releasing a book about how to live on one income in a bad economy, on the other hand, is newsworthy.  Find the "story" behind your story, and you have something to pitch to the media.  Is there anything about you or your book that you can tie to a current event?  If so, you've got a great "in" with the media.  Newspapers and magazines are always looking for great feature stories, but again, there has to be a "story behind the story." 

2.  Be an expert.  Did you do a ton of research to write your book?  If so, consider yourself an expert.  Offer yourself up to the media as a local source they can turn to for local reaction to regional or national stories.  One author I work with has several years of experience in law enforcement, and I refer media contacts to him when they need a comment about anything that has to do with crime statistics or personal safety.  Of course, they mention he's the author of a book when they quote him. 

3.  Contact the right people.  If you have written a Christian book, try to talk to the Religion reporter for the local newspaper, not the editor of the paper.  If you have a sports related book, you want to talk to the Sports Editor, not the features reporter.  Make sure you talk to the people that would be most interested in what you have to offer.

4.  Don't be a stalker.  Go ahead and contact those reporters, but within reason.  Sending them a press release and following up by phone once or twice is fine.  Emailing or calling them on a weekly basis to wear them down into submission is not.  Want to ensure you'll never get news coverage?  Spam a reporter's email inbox repeatedly and stalk them by phone to the point that you're on a first-name basis.  If the reporter is interested, they will call you.  If they aren't, they won't. 

5.  Keep in mind what sells.  The media is in business for one reason:  money.  They want to attract the most readers, the most viewers and the most listeners so they can continue to sell advertising and turn a profit.  To do that, they want to offer their audience one of the following:

The unusual.
The topical.
The sensational.
The controversial
The emotional.

If you can tie yourself and your book into a topic or a story that touches upon one of these attributes (or all five), you'll get some media attention. 


6.  Don't forget the alternative media.  Striving for coverage from newspapers, TV and radio is fine, but don't forget that there is a whole world of alternative media available.  There are literally thousands and thousands of blogs, Internet radio shows, local cable access TV programs, alternative weekly newspapers, podcasts, video blogs, newsletters and other outlets where authors can get exposure for their books.  Exposure from these alternative sources can often lead to broader exposure on national TV and radio if your story goes "viral."  Too many authors try to get on the national news right out of the gate.  Don't overlook your local media sources, and don't be afraid of the online media.  They are the cutting edge of the media industry. 

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Guest Post: Thoughts from a Television Producer

Today's guest post comes from one of my co-workers, Amanda Soderberg, who is another great marketing representative at Tate Publishing. She also writes her own blog, Back on the Wagon. She's spot-on with this one. I also recommend checking out my previous post on working with the media. - Terry



Recently, one of our authors contacted a Christian show producer about featuring his devotional on their nationally syndicated show. If I were to tell you the show, 99.9% of you all would know what is is.

Even though we advised a different approach (and offered to facilitate that approach), he was determined to land an interview on the show purely about his devotional.

Here's the blunt response from the producer. I've taken out the incriminating details to protect privacy:

From Producer to Author

Thanks for your response. But we will not booking you for a live interview to discuss your devotional on our show. Our producers want a guest to share his or her personal story of a life transformed by Jesus.

With the TV remote, we have 5 seconds at most as folks click thru the hundreds of channels they can watch, to grab someone’s attention and keep them tuned to our show.

Our producers’ research shows that we build and keep our audience when the audience can relate to a personal story that shows how Jesus changed a life/solved a problem, etc. Talking about your devotional will not accomplish this.

My Thoughts

While this was from a producer of a Christian show, the principle is the same. The way people become guests on tv shows is not because of the product they are marketing, but rather because of something personal that will resonate with the shows' target audiences--something that will catch their attention and sustain it. The product marketing is an addition to the true reason the show producers want you on the show.


Question: Name five things that catch your attention when you are flipping through channels. What platform are they (movies, talk shows, reality shows, commercial, public service message, etc.)? What about you, your life, or your experiences can you relate to those snippets that caught your attention?

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Google Alerts: A Publicist's Secret Weapon

Have you ever wondered how some authors and publicists are able to leverage breaking news events to their advantage and use them to snag more attention and publicity for their books? What do these people do...spend all of their time online?

Well, maybe. Or, they could be using the publicist's secret weapon: Google Alerts.

I personally use Google alerts on a daily basis. Any time a web site or a news outlet mentions my name or the words "Tate Publishing," I am immediately alerted to it, and those alerts are sent directly to my email, along with the links to the sites or articles which mention those key words.

It is very easy to set up a Google alert. Just go to the Google Alerts site, and enter the search term for which you want alerts. For example, if you have written a book about recovering from drug addiction, you might enter "drug addiction" or "drug recovery." You can also specify how many emails you want to receive in a day, how many links you want included in your emails and to which email address you want the alerts sent.

So what can you do with this information?

Keep track of new coverage about your book's topic. If it's an ongoing story, you can contact the reporter and offer yourself up as an expert on the topic. They may use you as a go-to source for follow-up stories.

Leave comments on the blogs or news sites covering your book's topic. You can leave a relevant comment or excerpt from your book, along with a link to your web site or blog. There is often a space for your own site in the comments form.

Build your own media list. You can use Google alerts to identify the reporters, web sites or blogs who write most often about your book's topic and cultivate ongoing relationships with them for additional coverage.

Build your "In The Media" section of your own web site. If you find sites which have mentioned you or your book, you can include links to those sites on your own web site. Showing your web site visitors that other sites or blogs are talking about your and your book builds credibility.

Find out who is covering your "competitors" and how they are getting coverage. There are more than likely books that are somewhat similar to yours in the marketplace. Are they getting more coverage than your book? Who is covering them, and why? Are they using an angle to get news coverage that you haven't thought of? What works in one media market may work in yours.

These are just a few examples, but there are many uses for Google Alerts. Once you see how often you and your book are mentioned, and what sites write about your book's topic, you can use that knowledge to expand awareness of your book even more. Google Alerts is a great tool for gathering knowledge, and knowledge is power!

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The Hot Media Source You're Not Using

As an author, you have probably done the usual media contacts: television, radio, newspapers and perhaps a few web sites and blogs. These media sources offer good promotional opportunities, and help an author develop "buzz" and word-of-mouth about their book. However, there is one media source that you may have overlooked, and that's a big mistake.

It is Internet radio.

What is Internet radio? Basically, it's a podcast, or a live or pre-recorded radio show that is strictly available online. We're not talking about regular radio stations that also happen to stream their content online. These are shows developed for an Internet-only audience.

Who listens to Internet radio? I have to admit, back when I worked in radio, Internet radio was considered a fad. Who's going to listen to radio shows on their computer? Of course, this was before IPods and MP3 players. But, it turns out plenty of people listen to Internet radio.

One of the largest Internet radio sites, BlogTalkRadio, has only been around since 2006, yet last year more than 30,000 hosts conducted shows on the site, which were listened to nearly 58 million times. That is some great exposure for an author and their book.

Anybody can host their own show on BlogTalkRadio and other podcasting/Internet radio sites, even authors. Of course, there are plenty of shows already available on the site, and they are always looking for guests to interview, including authors.

Some of the guests who were interviewed on BlogTalkRadio last year include bestselling author Maya Angelou, President Barack Obama, First Lady Michelle Obama, Newt Gingrich, Madeline Albright and Oscar-winning director Danny Boyle. Bill Cosby even started his own Internet radio show this past year.

Offering yourself up as a guest can pay off. One of the authors I work with appeared as a guest on a number of different Internet radio shows. Each week for about a year, she appeared on one or two Internet radio programs and talked about the topic of her book: the End Times and the Antichrist. These appearances were enough to get her invited to be a guest on the syndicated radio program Coast to Coast AM. That appearance led to her being interviewed for a History Channel series, The Nostradamus Effect. Each time she appears on the show, the History Channel flashes her name on the screen, along with the name of her book.

If you would like to be invited to be a guest on a BlogTalkRadio show, you can either try to contact the host directly through their show page, if they include their email or phone number. You can also offer yourself up as a guest on the BlogTalkRadio Forum or fill out the contact form.
Alternatively, you can search Facebook or Twitter for "BlogTalkRadio" to find hosts and ask to be a guest.

It's best to find a show which fits your book's niche. If you have written a book related to sports, then you would target the Internet radio shows that are about sports.

If you haven't given Internet radio a second look (or a listen) it's worth checking out. With thousands of shows available, there are plenty of opportunities for aspiring hosts and guests.

Have you hosted a show or appeared as a guest on Internet radio?

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How To Conduct Successful Media Interviews to Sell Books

At some point during your career as an author, you will likely be asked to do an interview with a member of the media, a reporter or book reviewer who works in radio, television or print. These are great opportunities to raise awareness for your book, and to help generate some sales, too. However, this only works if it is done properly.

Believe it or not, some authors get so excited to get the opportunity to talk about their book, that they forget to mention crucial pieces of information during the interview, such as:

When the book is available.
Where the book is available.
The title of the book.
The fact that they have a book (they were so wrapped up in talking about the subject of their book they failed to mention their book at all.)

Failure to mention any of these things results in lost sales and promotional opportunities, which is the reason an author does the interview in a first place.

With that in mind, I have compiled a list of tips for authors to help them prepare for media interviews:

BEFORE THE INTERVIEW:

1. If approaching the media on your own about doing a story or interview about your book, be friendly. Producers or reporters might sound short on the phone. They are very busy people. You may have called them while they are on a deadline (never call an hour before a newscast on a TV station). Ask if it’s a good time to speak to them about a possible interview, and if it isn’t ask when you can call back.

2. Be persistent. Unless an interviewer or producer flatly states “we simply aren’t interested” the word “no” sometimes means “not now” or “we’re booked for the week”. Follow-up calls are a good idea, but don’t be pushy. Be sure to tell the reporter or producer WHY your book would make a good interview topic. The fact that you wrote a book usually isn’t enough. TV and radio stations and newspaper book editors are pitched by authors all the time.

3. When you set a date/time for the interview, stick to it. Unless there is dire emergency in your home, there is no good reason to reschedule an interview. TV/Radio shows usually spend some time before the interview promoting the fact that you will be appearing at a specific time. Stick to it.

4. Don’t be late for your interview, not even a little. In fact, if you are supposed to call in or personally appear on a show, be a little early. Nothing frustrates a host more than wondering if their guest is going to be on time. Radio and TV shows stick to strict time limits. Late guests throw off that schedule and you could find yourself without an interview.

DURING THE INTERVIEW:

You have lined up an interview with a newspaper, radio or television reporter. Great! Interviews are a great way of selling books, but there is a difference between talking about your book during an interview and selling your book through interviews.

1. First and foremost, don’t sound like you’re selling your book (even though that is exactly what you are doing). Radio hosts in particular don’t want to schedule an author to come on their show only to wind up with an infomercial about a book. Phrases like “if you buy my book you’ll read about” are not good selling points. Sometimes the story behind the writing of the book makes a great interview.

2. No one-word answers, especially in rado and TV interviews. Nothing will kill an interview faster than giving a simple “yes” or “no” answer to the interviewer’s questions. You can answer with a “yes” or “no” but also explain the reason why the answer is “yes” or “no”. On the flip side of that:

3. Do not ramble. Time is usually very limited for radio and TV interviews, and saying more than you really need to could lead to you saying the wrong thing, or worse yet, boring the audience.

4. Be entertaining! Sound like you are happy to be on the program and excited to talk about your book. Make the interview interesting and informative, and you will not only be welcomed back to the program, you will interest the audience in buying your book.

5. Help out the interviewer. If possible, send the interviewer a list of suggested questions about a week before the interviewer. Some interviewers will not use suggested questions, but others appreciate it. An interviewer is not always able to read a book before interviewing the author. A list of questions will help them out a great deal and make their job easier. Also, include a short autobiography about you so the radio/TV interviewer has an interesting way of introducing you on the show.

6. Book giveaways. These can be tricky. You are on the show to sell your book, so is it a good idea to offer books as on-air giveaways? Giveaways can be a good way of generating interest in a book, but make sure that when the host does the giveaway that they also announce where the book is available for sale. It does no good to give away books and not mention where those who did not win a copy can actually go and buy one.

AFTER THE INTERVIEW

1. Thank the interviewer for their time and for having you on their program. There is a lot of competition for time on some shows, and they thought enough of your book to have you on as a guest. A little courtesy goes a long way, and you’ll likely be invited back.

2. If doing a TV/Radio interview, ask to have information about your book and where it is available posted on the station’s web site. By doing so, audience members can refer to the web site later for more information and find out where they can buy your book.

3. Give information about your book to the station’s receptionist. This should include the title of the book, a brief synopsis and where the book is available. People listening to radio interviews in their car don’t have the time to write down information about the book, but they may call the station later for more info. Who is the first person they are going to talk to? The receptionist.

4. If doing a newspaper interview, ask to have the paper’s book reviewer do a review of the book as well. Sometimes the reporter interviewing you is not the paper’s book reviewer. This could help you get even more coverage in the paper for doing one interview.

Offer yourself up as an expert. This won’t work well with novels, but if you have a non-fiction book and it is relatable to newsworthy events, give the interviewer your card with your contact info. For example, if you have a book about unrest in the Middle East and how it relates to the End Times, you could say to the host “anytime you’re doing a show on tensions in the Middle East and need an expert opinion on something, feel free to give me a call”. You could become a regular recurring guest, and you can use those opportunities to promote your book. For example, the host would likely introduce you as “John Smith, author of the book…” This helps raise awareness

Finally, don't forget that simply appearing on one radio or TV show, or getting one newspaper book review won't guarantee your book will become a bestseller, or that you will sell any books at all. It is just part of an overall marketing strategy for your book, which should include multiple media appearances, book signing events and gearing your title towards its niche market.

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