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Are you ready to publish? Knowing when you are done.

Are you ready to publish? Knowing when you are done.

Each year I work with hundreds of authors and publishing companies. Very few of them ask enough strangers to give them feedback as part of their book creation process.

What I recommend people do is go slow. Start with family, friends, colleagues, employees and expand the circle till you reach strangers. Show and tell one on one. It’s possible to learn how to sell. That’s the miracle of the microcosm. If you learn what you need to say to people in your little neck of the woods, chances are you can then say the same thing anywhere and everywhere you go and you’ll be equally successful selling your products wherever you go.

But you need to learn those magic words first.You have to write to sell, and the job of writing isn’t done until the book sells. This is where most self-publishers go astray. They publish their book without verifying it was really ready for market. Many don’t even get the help of an editor!

You have to test your ideas and test your product and test your mar-com (marketing communications) on real live people. STRANGERS! You need to identify your end users and the people who will buy the book for your users. Then you need to learn what to say to get these people to take the action you want.

Write to sell and test, test, test. Do this in small doses till you get the right buy signals. Reliably. Not just once or twice, but repeatedly and reliably.

Do 25 to 50 POD versions and test it with these important people.

You’ll know by their behavior and response whether you are really ready to publish the book.

If you can’t get people to even look at it, then you’re not done.

If they look at it and put it down, then you still have work to do.

If people look at it and grab it, you might be done. It depends what happens when they then pick it up and peruse it. If they put it down, then you’re not done.

If you get good comments that say “OMG you turned me on” – capture it, and do more of it.

If you get negative feedback that says “YUCHHH!”, take it out or fix it. Get rid of it.

Improve with the CACA process. Create — Ask — Create Again — Ask Again.

Yes it can be pretty s****. You may choke on your pride and wake up after a sleepless night. You have to have the guts and fortitude to redesign and re-write it till you know you are done because it sings to people. You have to work with your prospective audience to get real feedback, and you must listen to what people say and address the issues you receive.

This may take a lot of reiterations. But one thing is for certain, there is a point that you will reach when you know that you are done. It’s a wonderful thing when you get to this point and know it.

So this is my bottom line advice: Write to sell. Don’t stop writing and re-writing till you know it sells, and sells easily and continuously.

Prove it with small test POD numbers. Use the technology that is available to all of us wisely. Then move it up through the publishing and promotion chain level by level.

In most cases, the author thinks the book should excite and grab people. But it doesn’t always happen that way.

So to me, they still have work to do. But they can’t speculate about what’s wrong, they need real data.

This is what I tell people to do – get the data. Figure out what you need to say and do to produce action that will satisfy your stated goals and objectives:

Go ask your candidate customers. Ask until you are blue in the face and get the hard difficult data and feedback you need to redesign and redo your project.

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

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:

http://www.directcontactpr.com/files/files/22questionsfor.pdf

Tell Me a Story! Five essential elements for being on the front page of your target media

Five essential elements for being on the front page of your target media

More than anything, your audience seeks a story containing knowledge of success and a happy experience. Let me share with you an example.

I was on an airplane to Los Angeles wondering what I was going to say at a conference where i was speaking, when I had a breakthrough in understanding media. I had stared at the cover of USA Today and I glanced from story to story and there it was. The common elements of news on the front page again and again. Then i went to the magazines one right after another. Same elements. Everywhere! I just wrote down what I saw. Five simple elements, which I made into an acronym for easy storage and ease of use.

DPAA+H

I’ll share this with you now.

You are in the driver’s seat when it comes to selecting what you will tell people.

If you want attention that drives people to you, you have be engaging and you have to bring it on quick.

If you want to take your connections to a new level, tell people a story and make it:

DRAMATIC

PERSONAL

ACHIEVEMENT in the Face of

ADVERSITY

and add in a little HUMOR if you can.

Look around and you’ll see that these five elements are the most common things that are featured in both successful media coverage and in marketing communications.

DPAA+H

Study the top media. Look at he headlines and read the lead sentence and the first paragraph.

You can do it, too.

Turn Your People On! Copywriting that Produces Action

Writing marketing and publicity copy that produces interest and action (sales)

Here’s my best advice for authors and publishers wanting publicity that helps sell books: Turn your people on.

The message has to make people pay attention and want more of what you have to offer. If you don’t succeed at this, even an article in USA Today won’t
help you sell books. Identify the hot buttons that get your audience jazzed.

Ask them, “why do you like this?”

Pay attention to what you said that produced howls of delight. Study your testimonials and reviewer comments, ask your mother or kids. Just figure
this out and focus on it. What you focus on tends to get bigger.

Identify what you do that turns people on, and then do more and more of it. Then prepare a variety of presentations that hit those hot buttons again and again in varying lengths from 30 seconds to ten minutes in length. Every word you say has to make people crave more.

If you bore them even momentarily, you will likely lose them.

This is the key to PR success and marketing success as well.

You can’t say “buy this amazing provocative book!” You must be amazing and provocative. You must do what you are best at in your own unique way. You
must entertain, educate and stimulate. You must give people chills and thrills. And you must practice this and perfect this messaging until you can
do it again and again with adequate action producing results (=sales).

Once you develop, refine, and prove YOUR MESSAGING, based on the actions people take in response to what you say and do (= proven sales), then the
rest is easy. Then can you use technology as a force multiplier to extend and share and repeat the message (using technologies and media of all types) and thus get the results you dream of achieving.

Publicity Planner for 2013 – Identifying Opportunities for Media Coverage Well In Advance of Deadlines

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

Advice to politicians about how to get more and better media coverage

Advice to politicians about how to get more and better media coverage

A political staffer for a member of Congress asked me for advice on how to get more coverage and better coverage. Here’s what I recommended:

1. Stick with the important facts and keep it short and to the point. I know that’s hard for politicians, but that’s what media want.

2. Get rid of all pithy quotes and remarks, all self-laudatory praise, any tedious, boring and useless blather, and anything you can’t prove with the facts. Nail it with style, using the smallest tool needed every time.

3. Tackle controversy head on, state your position distinctively and with precision, but avoid partisan platform brown bag advocacy, being pedantic, winey, or argumentative. Express passion and emotion when it is called for, but don’t go overboard and rant and rave. Be aware for your previous positions and explain the reasons for any change of heart, position or direction.

4. Indicate the vehicles for people to send comments, express their opinion and to provide feedback and the express an active and sincere willingness to listen to the people. You may find that funny and scary, but it really does impress people.

5. Offer media what they need to do their job (factual validation, photos, Q & A’s, interview opportunities, and visual aids). Make it fit the format of the media you are working with and make it unique for them.

6. Offer media easy access to the people that matter but not intermediaries or to people who don’t matter. Make it easy not hard to do interviews and schedule news conferences frequently. Give media the lead time they need to schedule and deploy the resources needed to give you what you want. Media coverage is valuable so use it wisely and get good at it.

7. Target the media who matter. Identify the people who will be interested and affected and pitch and feed to the media that they watch, read or listen.

Response to Publicity Doesn’t Work

Response to Publicity Doesn’t Work

Forbes just posted an opinion article “Book Promotion for Self-Publishers

http://www.forbes.com/sites/suwcharmananderson/2012/06/19/book-promotion-for-self-publishers-a-waste-of-time/

Quite a number of authors express great frustration and anguish over the fact that the publicity (book reviews, interviews, feature stories, etc). they received didn’t result in lots of book sales.

In fact several of them conclude that publicity doesn’t work.

OMG, failure certainly speaks louder than success. What a sad perspective.

Their experience with media may be due to a lot of things. But to me what appears to have happened is that whatever the media published certainly didn’t result in them “turning their people on”. I don’t see that as a reason to conclude that “Publicity Doesn’t Work”.

I see that a failure to make effective use of any number of golden media opportunities. Very simply, they didn’t turn people on.

In the middle of February, one of my clients, JJ Smith, did one interview on The Steve Harris Morning Show, and sold over 6,000 books and made it to the top of Amazon’s best seller list ahead of The Hunger Games Trilogy. Sure, it was only for 24 hours or so, but it was a single talk show interview that did it.

One of my favorite authors, Vince Flynn, did an interview with USA Today on Feb 6. He’s a best selling author of 13 books. He was asked three questions, and he spent one to two minutes more or less, answering each question. I was tickled to see how he handled the last question from the USA Today interviewer, one that he apparently had never been asked before – “What is it about your stories that brings the reader in?” BTW, it worked since I ran to the local bookstore and bought a copy.

For those of you who have worked with me, I challenge you with this very same question “what do you do that turns people on?” whenever we seek get media coverage whether it is for a review, a feature story, or an interview.

Think about what happens – just for example, when was the last time you read the newspaper or a magazine or watched TV and grabbed your credit card?

It probably doesn’t happen very often., does it? In today’s world, it may actually happen more often if you read something on a trusted blog or on a friend’s Facebook and they say, “…this is cool. You gotta have it.”

Think carefully about the times that it does happen. How did you feel? Weren’t you amazed, galvanized, and stunned? Wasn’t your attention riveted?

Well, if you want publicity or any other marcom that you create to do that, then you’d better figure out what is happening when it happens to you first. Then you have to learn what you can say and do to make it happen to others.

Realize that if you want to be a successful author you not only have to write a really good book, but when you get in front of media you need to turn your audience on. You have to learn how to do that or else people won’t respond the way you want them to.

Now I’ll share with you something I’ve learned doing publicity for a few tens of years.

I believe that you can learn to do this anywhere. I call this the miracle of the microcosm because I’ve found from working with real people, from all over the country, that it really doesn’t matter where you are. You can learn what to say that turns people on one person at a time. Yes you can.

You just have to keep talking to people and pay attention to what you said when it happens!

You can ask people at a speaking engagement to tell you. You can have a partner watch the audience and take note while you are speaking. You can record your talks and track sales or how many people raise their hand or come up to you after your talk. You’ll find hints in your reviewer comments and testimonials where people tell you why they love what you do.

The miracle is that once you learn the magic words that produce the action you want, you can then you can use all the media and other marcom technologies as a force multiplier to repeat the message and keep reproducing the effect.

In a nation with 330 million people, you have very good reason to focus on that message. Even if you are successful in reaching and converting an itsy bitsy tiny percent, you can be phenomenally successful.

Before you think that doing publicity or any other MarCom (marketing communications) technology is going to help you, you really need to learn what you can say and do that turns your people on. You need to develop a script that produces action.

Can you stand in front of 50 people and talk for three minutes so that half the people come flying out of their chairs and hand you money? That is what you need to be able to do. You need to hit their hot buttons by being the very best you can be. You need to give people a transcendental emotionally engaging experience. Learn how to do this in a small audience and then place that script into your interviews and feature story proposals.

The same is true by the way with social media. The real promise of social media is only achieved when what you’ve done is so good people rave about it to all their friends. If it’s not good enough, it’s just panned.

If you learn how to turn people on, and then use that in your targeted communications so that you help the people you can help the most, you’ll see your success with the media hit maximum levels. This isn’t easy to do. But if you are strategic and test, improve, and prove your communications systematically, it can be done.

Make sure that the content you offer is like candy. Create a recipe that tastes so good that people just can’t get enough of it. and they want the whole bag.

BTW, I’ve create a five minute, self-serve Prezi that describes how to do this process in a highly entertaining and visual way. It’s at my blog – here’s the link:

http://blog.directcontactpr.com/2012/02/getting-the-best-publicity/

Enjoy.

Magic in a Message! Creating the IrresistIble Pitch

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.

http://blog.directcontactpr.com/index.php?s=miracle

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

http://blog.directcontactpr.com/index.php?s=the+3+I+technique

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.

Getting Publicity with Book Awards Update 2012

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..43j43i400.22856.26918.0.29259.16.9.3.4.0.0.164.924.6j3.9.0…0.0.

http://goo.gl/mA2yI

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..43j43i400.1776.6262.0.8576.20.6.0.14.0.0.134.488.5j1.6.0…0.0.

http://goo.gl/UTu3r

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
Edgar 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.

Vince Flynn Interview in USA Today

Vince Flynn Interview in USA Today

One of the best tactics I recommend to people is that they create Google News Alerts on their favorite authors and study the media coverage they get. That’s how I discovered this one.

If you write thrillers (or even if you don’t) you cannot afford to miss this incredible interview with author Vince Flynn in the Feb 6 USA Today book section.

http://www.usatoday.com/life/books/news/story/2012-02-06/vince-flynn-books/52979550/1
or http://goo.gl/G25M6

His advice to writers is great and from a PR perspective, I feel that his performance in the interview was excellent. It’s worth studying a master at work. He’s written 13 best sellers.

Here is one of the best examples about how to be educational, engaging and galvanizing I’ve seen by any author.

The interview is three minutes and forty-five seconds. I not only learned something, but was truly impressed with his knowledge, personality, depth of conviction and his enthusiasm for what he is doing.

He was asked three questions, and he spent one to two minutes more or less, answering each question.

I was tickled to see how he handled a question from the USA Today interviewer, that he apparently had never been asked before – “What is it about your stories that brings the reader in?”

For those of you who have worked with me, I challenge you with this very same question “what do you do that turns people on?” whenever we seek get media coverage whether it is for a review, a feature story, or an interview.

His answer and what he says about successful writing is worth studying carefully.

This is a great example for aspiring authors, not only about how to write a good book, but how to do an excellent media interview.

It worked, too. I went to Costco and bought the book Kill Shot.