July 18th, 2013 by Paul Krupin
Evaluating Your Media Coverage - Online Clipping with Search Engines
Evaluating Your Media Coverage – Online Clipping with Search Engines
There are several ways to search and find media coverage without spending money on clipping service. All you have to do is use the right keywords and search in the right places. You can discover many, if not most, of the media coverage you get from your campaigns within a week of your outreach.
There are several types of search engines you can use – all of these are free. There are more search engines out there and this list will always change over time. These are the ones that I use on a regular basis.
Search by using a persons’ name, their book, product or whatever keyword you want to focus on. To keep your results narrow and focused, place “quotation marks” around your search words.
If you want to evaluate media coverage, focus on the keywords that you are researching and study what is being published, by whom, and what the article or interviews says.
Regular (Web) Search Engines
The New York Times
July 12th, 2013 by Paul Krupin
22 Questions for Writers, Authors, Publishers & Artists to Use to Get More Publicity
22 Questions for Writers, Authors, Publishers & Artists to Use to Get More Publicity
Every author needs one core set of quality content that’s entertaining, educational and sheds light on your personality and the unique things you bring to your writing and the value it has for people all make for a good recipe for author success with the media.
Each of these questions below was selected because they were used in interviews of bestselling authors and talented creative people time and again in publications like the NY Times, USA Today, NPR and PBS. These are the questions that the media ask these people.
The key is to realize that the subjective answer is not really what the media and the public are looking for. They seek to relate and understand how the creator’s experience, perspective and creative work has special meaning to them personally.
So when you answer these questions, seek to give the gift of understanding. Offer people a taste that so powerful they experience something: a laugh, a cringe, a shiver or a chill, or a blinding momentary flash of desire. Create a trail of candy that leads people to the conclusion they want and need the whole bag.
What can you talk about that’s interesting and invites people to learn more about you and your art? Pick out five to seven of the questions below and develop answers of two to three sentences in length. These become the key content you can then use in your news releases and articles and interview Q & A’s for your media outreach.
One important suggestion: don’t go for the low hanging fruit – the easy to answer questions. Go for the questions with information that you’ve learned to use to turn your people on the most – even if the answers are more difficult to develop and are scarier for you to share.
1. Describe your book/product in 50 words or less:
2. How did your book/product come about?
3. Can you tell us about the story and a bit about the main characters?
4. What has been your experience with (the subject of your book/product)
5. How does it relate to what happens in your story?
6. What are some of the rules or prejudices you’d like to see changed about (your subject)?
7. How did you do your background research?
8. Where do you research information for your books/products ?
9. How has the community responded to your work?
10. How did your work on this get started? Where do your characters come from?
11. What can you say about (aspect of writing/creativity) and what it plays in your work?
12. What do you find to be most exciting about (name the issue)?
13. How did you get your start in writing/art? What, if anything, lit the “spark” to get you started and keep you motivated?
14. What are you currently working on?
15. What are your favorite and least favorite things about being a writer/artist?
16. What do you do in your spare time, when you aren’t writing/creating?
17. What was the last book you read and would you recommend it?
18. How have the books you’ve read influenced the books you write/create?
19. What do you do when you’re having writer’s block to “shake” it off?
20. Have you ever had to overcome real tragedy or hardship in your life?
21. What makes a good (type of book, e.g., thriller?)
22. What do you enjoy more, writing or discovering other people’s work?
If you write 50 to 100 word answers to these questions you can then offer them to media as a news release, feature story content about your book/work, an email questionnaire for bloggers, interview article, and Q & A’s for a radio or TV talk show interview.
Send these to me. I’ll help you turn these into Q & A’s that really turn media and their audiences on.
Free pdf file download:
January 30th, 2013 by Paul Krupin
Targeted Publicity Program for a History Book
A Publish-L list member, wrote:
In November, I published a 400-page (20 in color) hardbound reference book with dust jacket about a particular regiment during the Civil War. It is the first of four books planned about the regiment. It is in pdf format without an ISBN. Although I’ve sold 300 copies locally (at $30 each), I’ve probably exhausted my available client list and would like to be able to offer it online in some format.
What should be my next step?
I’ve worked with a few authors and publishers of history, military, and civil war books so I’ll offer up some strategy and ideas from a book publicity standpoint. At the end I’ll point you in the direction of taking the same outreach communications and aiming at the “interest groups” you can reach directly using a similar but adapted approach. Here goes:
You can seek book reviews in certain media categories, but I believe this is one of those cases where feature stories filled with anecdotes, factual data, interesting information, and photos (hopefully some are available), will enable you to convey some portion of what the books offer so that you can make a truly favorable impression with the best galvanizing content.
There are several ways to target the different pools of media who we have seen respond with interest to books like this. I’m using the online Cision database which covers the US and Canada to provide the following information:
First there is the history media, with two key subcategories, national history and local history. I just created a custom media list and while it is not a big pool of media (770 media in the raw data Cision search but when I take out the empty & duplicate emails there are 646 media left) the people who cover this topic do have avid readers. I saved this list and will send it to you so you can see who is on this list. In the local history category, you will have to hand select media that align with the geography of the book and the people in the regiment.
Second there is the military media. The Cision count shows over 700 media (before cleaning) that cover this topic. There are military history buffs and depending on the stories you tell, you can get different types of military editors interested. There are several military subcategories including military lifestyle, Armed Forces, and other specialized categories. I’d recommend you study how a few of these media do military history feature stories first, and then use my 3 I technique to create a story pitch that looks like it belongs inside your target media.
Third, you can target media geographically and seek local feature stories based on the locations covered in the books, where the events covered by the book took place, and where the families of the people resided at the time.
Fourth, you could offer this out to all the non-fiction and general book reviewers. My latest database count from Cision for the categories of books, book reviews, authors, fiction, non-fiction, literature, and writing identifies over 3,300 media listings (before cleaning)..
Fifth, you could send an interview pitch to the NPR and PBS stations and shows. I’d recommend this go nationwide, but again, I would expect the media in the geographic areas covered to express the most interest, depending on how you spun the stories. To get to the national level, you would need to offer information and insights that have national implications, especially as regards what we see in our lives today, which is a consequence of what you write about. There are about 1,100 NPR radio station media and 800 PBS outlets.
Sixth, if there is ethnic or multicultural element, say the book is about an African American regiment, then you have an additional media pool who will have interest in the topics you write about.
I worked recently on a book by James Cameron, titled Color of War, a book which is based on extensive research and first-hand interviews with veteran white Marines and black Marines and African-American sailors who survived Port Chicago, a historic disaster in WWII. Campbell crafted The Color of War to paint a gripping picture of July 1944, the explosive month that changed the course of history. The Color of War juxtaposes the spirit of the Greatest Generation with the scars of segregation. In June 2012, in a fitting tribute, the black Marines who fought in Saipan will be awarded the Congressional Gold Medal for their WWII service. President Obama signed legislation to create the nation’s 392nd national park, the Port Chicago Naval Magazine National Memorial in Concord, California, to commemorate the explosion and the men who lost their lives at Port Chicago. The PR effort was pretty successful and got coverage in newspapers, magazines, radio and tv both locally in Chicago and nationwide. (I’ll send this news release to you and a few others so you can see what history news releases look like.)
I think the most critical element of your approach to media would be to not simply describe what the book contains. You have to tell entertaining stories that are so good as to intellectually and emotionally engage the audience and capture their imagination and make them relive a piece of the history. If they like the hefty taste you give them enough, then they will want the whole set of books. The news release offers stories and photographs so as to communicate to media both the printable, audio and visual elements of the stories that can be shared so the media can easily imagine what the finished media coverage looks like and sounds like. You’ll have to be willing to let the media publish or use on TV the photos you have available for their feature stories. You might want to be the interviewee but you may also want to see if you can find family member descendants so as to enlarge the pool of people so you can add depth and greater human interest.
The next area to follow along and create a parallel outreach strategy by using Google to identify the clubs, associations, institutions, museums, events, historical societies, and other groups of people who devote considerable time and interest to all the above subject matter areas: history, the civil war, books, military, veterans, and so on. Start locally (e.g., with a search on “civil war history club + your location”) and branch out with sequential searches systematically, city by city, county by county, state by state, and so on, depending on how far you can reasonably travel offering to speak and give talks and lectures.
This will keep you busy for a while!
January 11th, 2013 by Paul Krupin
Publicity planner is a publicity calendar designed to help people identify opportunities for media coverage
Every year I create a forward-looking publicity calendar to help identify opportunities for media coverage in advance which is available in a free pdf file download.
It contains a lot of unusual holidays so that you can get creative, think ahead, and identify ways to tie-in to calendar events well in advance of the day they occur.
Here are the links to the Publicity Planner for 2013:
• Color version (the dazzling beautiful to look at edition)
http://www.directcontactpr.com/files/files/Publicitycalendar2013.pdf or http://goo.gl/MMz6N
• BW version (low ink eating printable edition)
http://www.directcontactpr.com/files/files/publicitycalendar2013bw.pdf or http://goo.gl/LLScX
Many more useful tips, articles and resources are included in the calendar. The calendar can be printed or used on your computer.
Share freely. Reach out and help the people you can help the most. Enjoy!
Happy New Year! Stay safe wherever you go!
Publicity Planner for 2013
October 10th, 2012 by Paul Krupin
Timing and lead time on sending out a news release about a book available for review
My rule of thumb is that you can send out a news release offering books for review as long as:
1. you have books for the media to review and can ship them within a week or so of getting the request
2. the book is available for purchase on Amazon and your web site at a minimum (and maybe other places as well).
Timing is roughly based on when you want the publicity to hit taking into account the normal lead time the media needs to do what they do even if they decide to do a feature story, an interview or a book review the day your book arrives in their hands. Your web site and Amazon need to be in place and operational so you derive the financial benefit of your promotion.
Now from experience (and I do send out lots of news releases for authors and publishing companies), 95 percent of the media response to a news release transmitted by email occurs within 24 to 48 hours of delivery. Then you have to stuff a package (with a book and a copy of your news release at a minimum), send it by street mail (I recommend First Class or Priority and never media mail), then wait for delivery (five to seven days), then wait for the media to review the book or take action (review time on the book and work time to take action on your proposal for media coverage).
The minimum lead time for media is usually two to three publishing cycles. So for online media you can estimate that even once they get the book and if they read it right away, it’s one to two weeks. For daily newspapers it is two to three weeks. Same for radio. TV varies on the urgency and perceived interest but the normal lead time is three to four weeks. For magazines, the lead time if four to six months.
I recommend you transmit your news release on timed for Tuesday, Wednesday or Thursday delivery. The media tend to operate on a five day work week. Saturday and Sunday they are gone. Friday tends to be a bad day because they are wrapping things up and trying to get their desk cleared before the weekend. Monday is a bad day because they are catching up from Friday and also have staff meeting and priority assignment from on high. By Tuesday, you can get the maximum attention to read and respond to your proposal and it gives the media the rest of the week to identify, allocate and deploy the resources needed to give you the type of publicity you seek.
You may think that sending an eBook will expedite reviews. Don’t make that assumption. Media seek to validate when they get a review copy. They want to make sure they recommend something good that has real value. The ebook or pdf file is too readily deleted, discarded or ignored for you to trust a media to do a quality review. The best way I know to maximize your success with media is to make a quality presentation and give them what they need to do the best job you want done. Send them a quality book, a quality pitch, photographs of the cover and the author, plus feature story quality content and value.
June 18th, 2012 by Paul Krupin
Magic in a Message! Creating the IrresistIble Pitch
HOW DO YOU IDENTIFY AND DEVELOP THE IRRESISTIBLE PITCH?
I write a lot of blog posts on this. I call this the miracle of the microcosm.
You need to learn how to turn people on so that they come to you for more of what you are offering.
Perhaps the simplest and most powerful suggestion I can you suggest to you is that you use The 3 I Technique
a. Identify a Success Story
b. Imitate the Success Story
c. Innovate with Your Own Information
This is a technique I recommend you experiment with. You can do this with any type of marketing communications. It basically focuses you on identifying a model of success and mimicking it as you create your own message. The idea is simple – follow in the footsteps of someone who is doing things that are successful.
You can use Google news for example on the word “troubleshooting tips” which I did for you here: http://goo.gl/gMO74
There are over 1,000 articles for you to study. Some are news releases, some are articles in newspapers and others are article in magazines and trade publications. Now your goal is to pick ONE! Find one about someone else, that is really interesting and motivates you the way you want to motivate others. This is your model success story.
Then open up your word processing program and start writing. Look at their headline, and then write your own. Then do their first sentence, then write your own. Then do their first paragraph, and write your own. You walk your way all the way through the article to the last sentence.
You may find this to be very mechanical, but guess what, it works. If for example, you use a story in USA Today as your model, and you use this technique, then you create an article that matches readership interest and editorial style on the first try. It looks like it belongs there.
And when you send it to USA Today, you maximize your chances of being successful with them because they tend to recognize when you’ve done your homework. And if it’s good enough for USA Today, then other media will respond to it as well.
Identify the successes of your competition or the authors in your genre. Study what they use to be successful and follow in their footsteps. If you are a story teller, tell stories. If you are a horror writer, scare and horrify people. If you write sci-fi, then talk about the future. Give people and experience. Engage them and let them experience something that is truly emotionally engaging. Don’t be boring. Be stimulating. Choose what you say carefully. Plan it out, test it, select and rehearse, like an actor or an actress on stage.
What you do is you talk about the ideas and concepts in your book and how it affects others. People are really only interested in things that have value to their own lives or others that they care about. That is what you must offer. I have a little poetic like formula which I wrote which describes what you need to do which goes like this:
Tell me a story
give me a local news angle (my audience!)
touch my heart (make me laugh or cry)
teach me something new
astound or amaze me,
make my stomach churn with horror or fear,
hit me in my pocketbook
or turn me on.
And you do this as many times as you can in two to three minutes.
If you study your target media and employ the 3-I technique, you will see that news coverage is largely predictable. Consumers and editors are drawn to types of stories that have worked well in the past. If you want to receive coverage, it’s important that you get familiar with these content patterns and do your best to replicate them.
The reason is simple: media publish what sells. To be in media you have to give them what they publish. Therefore to maximize your chances, you give it to them their way.
Now I’ve been doing this with clients for years and I’ve characterized the many patterns and ways media publish. The following list of most commonly featured content is derived from analyzing successful media coverage of my clients in newspapers, magazines, radio and TV:
1. A dramatic personal story that describes achievement in the face of adversity plus a little humor.
2. A problem-solving-tips article on a timely topic that shows how you can help the people that you can help the most.
3. An innovative product or service that people want because of the remarkable benefits offered.
4. A dramatic and interesting photograph that tells a 1,000-word story at a glance.
5. A new development or situation that affects lots of people in a unique way.
6. A personal battle between the forces of good and evil, or David and Goliath.
7. A truly heartwarming tale with a happy or remarkable ending.
8. New effective techniques or tactics to improving a problem or situation that is commonly faced.
9. New form of creativity that makes people feel good or experience heightened emotions.
10. A story that makes people cringe in fear, howl with delight, or experience intense desire or want.
11. An explanation of a mystery that confounds a lot of people.
12. News, analysis, and commentary on a controversial issue or topic.
13. Localized stories and media access to the local people involved.
14. Innovative and new ways to have fun, save money, help people, increase their enjoyment, protect the environment, and help them get more out of life.
15. Unusual, hot, and wacky ideas, products, activities, and situations.
16. Mouthwatering recipes, food, culinary delights, or opportunities.
17. Educational, unusual, hard-to-believe, never-before-revealed, or fascinating news, data, information, or stories.
18. Record-breaking achievements, competitions, paradoxes, dilemmas, anything that confounds the human spirit.
19. Knowledge, ideas, or information that astounds, enlightens, and inspires people to experience new feelings.
20. Remarkable little things people may not know about, that will make their dreams come true.
This is the way to make use of the miracle of the microcosm. These are weapons of mass persuasion, in part because readers and viewers know the arc of these pieces by heart. This familiarity soothes them and allows them to concentrate on the particulars of your story.
This is how you first develop and prove what you can say that turns people on and gets them to take the action you want, and then use technology as a force multiplier to repeat the message and reproduce the action you want in quantity.
If you follow my advice, please send me what you create. I’d love to see it.
May 14th, 2012 by Paul Krupin
Is this all there is? Selling books is a bitch!
I posted this today on the Yahoo Self Publishing group in response to a frustrated author.
” I wonder if it as simple as perhaps we are not asking people to buy our books? You can get the freebie advertising but it is like throwing chum to fish. You might get their attention but unless you hook them by the lip you are not going to catch any. …… Musicians and published authors actually go out and play their music or do book signings. Buddy Holly hated touring (and it killed him) but his record sales needed the public appearances.”
I don’t think asking people to buy your book is simple at all. I don’t think it’s as effective as tantalizing them and persuading them.
Most authors and even most publishers devote very little time and effort into the identification, targeting, messaging, acquisition and activation of buyers for their books. Yet figuring this out is crucial.
Even with the incredible technologies available online, people don’t know how to create the messages and communications that pull people in. Instead, they either do very little (as in, build it and they will come), or they push the product, find out how hard it is, and then give up because so few people buy the book.
You can do a lot with the media and technologies online if you seek to understand how people buy or get engaged with your books, products or services.
1. People discover a need, or want to solve a problem.
2. They begin a search usually online, but it can happen on social media like FB or Twitter or any number of other places (including discussion groups like this one)
3. But they really don’t look very hard. They only pay attention to the first few things they discover or the first few recommendations they get from people they have familiarity with.
4. People also tend to go and hang out where they are invited, accepted, entertained or educated.
Now for every type of book, product or service, there are thus hundreds if not thousands of places to search and become associated with.
But as most people now know, you can’t easily sell product and survive the act of asking. You must provide helpful, non-sales laden information, guidance, education or entertainment with subtle links that lead you back to your site. That’s where the real sales process then begins.
So what do you do?
1. Determine who your audience really is! Identify who your best targeted customers are and then figure out where they hang out. Your goal is to then learn how to be prominent and highly regared wherever they hang out.
2. You need to identify the type of content that will turn them on. Is it action laden excerpts? Is it drama? Is it illustrations, games, videos, or helpful tips?
3. You need to learn how to communicate so that your content works wherever you place it. The post for a blog is not automatically what you place in a tweet. The content and the trail of breadcrumbs has to fit the medium.
4. You need to participate in the communities meaningfully. You answer questions and provide feedback, offer tips, advice, stories, humor, experience and enthusiasm, so that people are inspired and get interested and so that you trigger the action to go to your site to explore your product.
5. You create content that people want to link to, want to share, and want to give to others.
This is what you try to do with media when you do publicity. Only now, EVERYONE is a publisher who is trying to make money off subscriptions and/or advertising.
If you do it reasonably well, you get dozens or articles or posts.
If you do phenomenally well, you go viral.
You don’t just write in a vacuum. You develop, test, deploy, analyze and improve.
My simple acronym for this process is this: CACA
C – Create
A – Ask
C – Create again
A – Ask again
Once you prove the message works in your backyard, only then can and should you use technology to try to repeat the success widely.
Your objective is to keep on placing things before YOUR people so they can decide to participate, play or purchase.
But just realize that this is hard to do. Think about it! When was the last time you read the newspaper, and went and grabbed your credit card.
Yet very often, a single piece of information triggers a desire that brings something to mind that does indeed get you to take action. Then and only then do you search for the contact information, the email, the phone or the order form.
Few authors realize that creating the book is only the beginning. To be successful they have to find satisfaction in connecting with people again and again till they get enough action to pay for their investment in the work they created. It’s not just mechanics and technology.
It’s not just fine art or excellence in creative writing.
There’s persistent, dedicated systematic communication outreach that has to drive people to action.
Success often lives or dies with the close monitoring of the one-to one relationship developed between the author and his or her audience.
That is where the author must determine “what did I do and say that turned you on?”
Learn this and you can use the technologies.
Fail to learn this and nothing happens.
May 10th, 2012 by Paul Krupin
Getting Publicity with Book Awards Update 2012
For those of you who do get a book award these next few weeks, I thought I’d give you my thoughts and advice on how to make the best use of your award as far as how to get publicity with it. So many people come to me and say how can I leverage this?
First I’d take a quick breather after getting the award and within a day or two sit down and do some quick research to calibrate what you are really trying to accomplish next.
I’ve written all about pay to play book awards like this before. I’ve worked with dozens and dozens of authors who win or are finalists (which in my book means you were one of several considered) in all sorts of categories by all sorts of organizations. My take it or leave it advice is that they rarely mean anything to anybody from a PR standpoint. They may result in a minor amount of media coverage IF you choose to do an outreach promoting yourself as someone who won an award. They may or may not mean anything as regards actual book sales.
Read all you want: http://blog.directcontactpr.com/category/awards/
Realize that media want quality yes, but they want objective proof and not paid praise. With so many book awards being given out by so many organizations every week and with each author paying to be considered, the “objectivity” is seriously in doubt. Look at what the awarding organization is doing. You’ll likely see they are using it as a promotional vehicle for their own purposes. Their business model is usually very clear to see. $75 per book per category times 60 categories. If they get dozens of books in a category and they can get dozens of volunteers to do reviews, they they can do pretty well.
So media tend to play very carefully since if they publish something and they are wrong, then they get hurt in ways they do not like. The key to being successful with media is to give them quality content anyway, and not a medal that says “I came in second place in a pay to participate commercial contest”.
But as I said, the proof is in the pudding. My rule of thumb is simple. If it works, do more of it. If it doesn’t, then do something else.
As Colin Powell said, “Don’t let a little bad data get in the way of a good decision.”
My best suggestion on how to use a book award in your copy writing and news releases is to study what is being published by media and see and learn how the book award information is being used and incorporated into stories. You can do this online by using news search engines.
I just did this for the key words:
“Book Awards”: http://www.google.com/search?hl=en&gl=us&tbm=nws&q=book+award&oq=book+award&aq=f&aqi=d2&aql=&gs_l=news-cc.12..43j43i400.22856.26918.0.292184.108.40.206.220.127.116.11.924.6j3.9.0…0.0.
There are several interesting things you can learn by studying the results.
1. This is the season! There are lots of little local stories about book award winners.
2. The book award information is in the headline half the time. The book, the author and the importance of the book or the ideas surrounding the book are the lead.
3. Most of the stories being published feature the top award winners. Stories about authors who receive second or third place are much less frequent.
4. The biggest media write articles which feature the books who receive the top national awards in the top national literary contests.
5. The regional and local media writer about the lesser well-know or recognized awards.
You can also do a search on the words “book award nominated”:
book award nominated http://www.google.com/search?hl=en&gl=us&tbm=nws&q=book+award+nominated&oq=book+award+nominated&aq=f&aqi=d2&aql=&gs_l=news-cc.12..43j43i400.1776.6262.0.8518.104.22.168.22.214.171.124.488.5j1.6.0…0.0.
Here you’ll pick up a few additional news clips and see that many authors are creating news releases which they submit to several of the online news release distribution services. But most of the articles that you’ll see don’t cover books that are nominated. A few do mention these especially when it is coupled with other newsworthy facts.
One of the more amazing things I learned when I did this search and studied the results is that there are tons of book awards. Just in the top ten pages of these two searches, I was able to make a list of over 50 different individually named book awards in the current window of news coverage (two to three weeks):
Commonwealth Writers Book Award
City of Calgary W. O. Mitchell Award
Next Generation Indie Book Award
Hawaii Book of the Year Award
Nautilus Book Award
USA Book Award
IPPY Book Award
Ben Franklin Book Award
National Book Award
California Book Award
Harvard Book Award
UK Christian Book Award
Grampian Children’s Book Award
BC Award for Best Canadian Non-Fiction Book
BC Award for National Business Book
Children’s Choice Book Award
National Business Book Award
Arizona Book Award
LA Times Book Award
New England Book Award
US National Book Award
Reader Views Book Award
Dartmouth Book Award
Vadaphone Crossword Book Award
McNally Robinson Aboriginal Book Award
Governor’s Literary Book Award
Julia Ward Howe Book Award
National Outdoor Book Award
PEN/Beyond Margins Award
Independent Book Award
Catholic Book Award
Corretta Scott King Book Award
Schneider Book Award (ALA)
Flicker Tale Book Award
Human Rights Book Award
Michigan Notable Book Award
Irish Book Award
International Reader’s Association Book Award
Jane Addam’s Children’s Book Award
Great Lakes Book Award
Saskatewan Book Award
AAPOR Book Award
Christianity Today book Award
American Book Award
Robert F. Kennedy Book Award
Northern Minnesota Book Award
Toronto Book Award
Phi Eta Sigma Book Award
Science Fiction Book Award
Hugo Book Award
Newberry book Award
Trillium Book Award
Ohioana book Award
Indiana Young Hoosier Book Award
Pushcart Press Editors Book Award
Now multiply by the number of categories, and then by 3 for gold, silver and bronze for the top three prizes in each category, and you’ll get a picture of how many people are getting awards and potentially competing for news coverage using book awards as a factor this week.
If you are going to create a news release and seek publicity for your award, then here my suggestions on the essential facts you need to include in your copy:
1. headline – Author wins prize/award
2. one sentence killer – knock their socks off description of what the book is about
3. unusual or interesting facts about the situation/the book/the author/the topic/the issues
4. the specifics of the award – what, where when, or how much and why is this award so important and prestigious
5. three to four paragraphs about the book, who it features, what’s amazing about it, why people will like it
6. basic book facts and marketing information so people can find it and buy it
7. author bio and information
8. book cover photo and author photo
9. contact information
10. offer for review copy and interviews if you want to offer these items.
Finally, once you have the news release written, it needs to be distributed to the right media. Proper targeting will maximize your chances of getting the right type of coverage in front of the people you can interest and help the most. So a children’s book needs to go to children’s media and editors, and a travel book needs to go to travel book media and editors and so forth.
You’ve worked hard to get this award. So congratulations. I hope this helps you take a few more steps in a positive direction so you can make the most of it.
If you get an award and want my help finalizing your news release and creating the right custom media list and getting the word out, just call me or send me an email with the facts and the book cover jpeg.
January 19th, 2012 by Paul Krupin
Promoting and Marketing on Facebook
> Trying to promote books on Facebook is as pointless as trying to buy
> groceries in a church. It’s just not there. Been there, done that. Don’t
> waste your time. You can’t put “likes” in the bank.
OMG, failure certainly speaks louder than success.
Promoting as in marketing books with the immediate goal of selling books on Facebook is not how it works. This is not a direct marketing method of communication.
That’s simply not the right way to approach the use of these instant publishing technologies.
Think about what results in people taking action and sharing on Facebook.
They read and/or see something short, sweet, and incredibly thought provoking. They may comment on it if it’s worthy of comment. And they may share it if it’s value packed and worthy of sharing with others.
It’s a filtration process. The cream rises to the top.
Notice that only the really good noteworthy and excellent ideas and knowledge are passed on from person to person.
If you are going to intentionally and strategically use these technologies, you simply have to focus on creating messages that are worth sharing.
The Bottom Line: Quality and excellence is what triggers action.
I harp on this all the time. If you learn how to turn people on first, THEN you get to leverage the technologies to repeat the message and trigger the actions you want to happen.
Leave a trail of tasty intellectual candy and people will keep on taking bites and eventually want to buy the whole bag.
You can leverage, maximize and benefit from posting good, positive, enthusiastic, entertaining, and educational information.
You can see your ideas shared if what you post is truly noteworthy ideas, writing, photos, and helpful support every chance you get with every post you make.
You cannot just believe you are good. You must BE REALLY GOOD. In fact, other people must find what you shared to be so good, they are driven to share that incredible goodness with others.
This is real time public relations. You want to learn how to do this with Facebook, and every other media (= prime media, Internet media and yes, now even social media) you try to get published in.
If you write something that is really, really good, people will share it. But you have to learn how to create and make use of micro marcom.
I’ve been studying and developing successful strategies that people utilize for micro-marcom (micro marketing communications) for a while now. The media are masters at this.
The best way to use FB and other technologies is to make use of little tiny galvanizing nuggets of clarity.
You see the tweets in their headlines on Google News, in newspaper headlines, and in chyrons on TV. They hint of stories that will be dramatic, personal, achievement in the face of adversity plus humor. You can see these headlines are designed to be Attention Grabbing Short Phrases, with a link to get you to sit through “the rest of the story”. Study these tweets and you’ll see they basically fall into one of the following seven categories:
Someone in Trouble
Someone Saved or Rescued
Something Bad Happened
Something Good Happened
If you are going to use Facebook and all these media to promote, you will be most successful if you stay as personal as you are talking to your best friends and giving them your very, very best.
And you have to be quick about it. You can provide a link so they can get more goodness, and by golly it had better be as good as you said it is!
This way the image and impression you create is always helpful, educational, fun, entertaining, and worthwhile.
You can choose to create a personal brand that people always want to enjoy, and that results in people sharing what you offer, because it is simply so good.
When they like what you do, they will act to get more of you.
April 2nd, 2011 by Paul Krupin
Analysis of the utilization of social media on the creation of a NY Times best seller
I read Guy Kawasaki’s very interesting article titled on Mashable “Launch Any Product Using Social Media”
Guy’s post describes the social media actions he took to launch a new book titled Enchantment
Here’s the post I placed on Mashable comment in response (Guy’s personal comment is also included at the end):
It would be wonderful to learn how many books sold each channel produced. That might be hard to document. It would be nice knowing how many books sold from the effort in total.
I don’t attribute your success to the social media. I attribute your success to the fact that YOU are known to produce candy. You have for many years now produced books and all sorts of information that is remarkable. It is intellectual candy, so that when people get a small taste of a new recipe, they instantly want the whole bag.
You are one of those individuals who will be able to sell anything you offer. You are one of those individuals whose every published word has been worth reading.
The fact that you used these social media technologies is interesting, but if it were anyone else, it wouldn’t necessarily work. You can make great use of these technologies because you’ve got credibility and the people you want to reach are interested in what you have to say.
To really work well, the technologies (any publishing technologies, not just the social media) need a message that produces the feeling of want and desire instantly. It has to offer tremendous news, education, or educational value. It has to come from a trusted source. It has to taste like candy.
Without that candy, nothing will happen no matter what technology is used. With that candy, every technology you use can be a force multiplier.
The key with everything that you do is that YOU are known to produce candy. And the real lesson to be learned is that if anyone wants to achieve success like you, then they have to produce their own candy first. And it’s not just the product, but it’s also the little and large snippets of communication in all the marcom you offer, that also needs to taste like candy. The messages have to be really good, the content has to be quality and offer tremendous value.
And in your case, the person who is offering it is someone who can be trusted and known to produce worthwhile advice, entertaining insights, and helpful information.
That’s the lesson learned. You do your best and make candy. You help the people you can help the most and you do it with style, energy, and pizzazz. You make it your life’s work.
If all these things happen, then no matter how people learn about it, they will likely conclude it truly worthwhile. They will then feel very much inclined to buy not only the bag of candy you are suggesting we buy, but everything you have for sale.
In a nation with 330 million people trained and indoctrinated in reading and using media and technologies, truly remarkable sales and success are indeed possible. And with 1.3 billion people in China, the world is indeed a remarkable place filled with global opportunities.
You’ve earned it. That’s really what other people have to do, too. Make candy.
You made my evening. Thanks so much. I feel like Willy Wonka. 🙂
I don’t know how many each channel sold. It’s very hard to figure this out because so many things pointed to my Amazon affiliate account.
I hope I can continue to make candy that pleases you!