Tag Archives: media relations

WIIFM

Today was spent working with a client on the east coast who has finished writing his book. It’s ready to go for final edit. We worked on his book promotion/media strategy.

Here are some of the things we completed you might also find valuable:

  • Complete a great media kit
  • Polish up your bio
  • Write 3 media releases, each from a different angle.
  • MOST IMPORTANTLY, find what’s in your book that will DO Something for the reader; solve a problem the reader is having.

Finding the benefits to your book might seem like a pretty simple task, but touting that “It’s a great read!” won’t get you very far. To determine what your book will do for your reader, you’ll have to dig deep, sometimes deeper than you thought. Especially if your book is fiction, this task of finding benefits will require some serious brainstorming. The key here is, be different. If you have a diet book, don’t offer the same benefits a million other books do: you’ll lose weight. Instead, offer a benefit that is decidedly different than anything that’s out there.

If you think you can’t find a different approach, go back to the beginning. Why did you write your book? It must solve a problem you could not find solved in the books already written.

Or, try to couch a similar benefit in a different way.

At the end of the day, it’s all about the WIIFM factor: what’s in it for me? If your reader likes what’s in it for them, they’ll buy your book.  Make sure your audience finds the answers to THEIR needs within your book and all of your interviews. If they stop hearing about them and their needs they will drift away and you will lose them.

Be sure to keep the WIIFM foremost in your mind as you write your media release and all your sales materials.

People only care what your book will DO FOR THEM.

The idea of not selling your book also holds true when you’re doing an interview. Never, ever answer an interviewer’s question with: “You’ll find it in my book.” If you’re the author, of course the answer is in your book.

The uniqueness of your benefits can also directly relate to each particular audience. For example, if you have different levels of readers or readers from different backgrounds, it’s a good idea to work up a set of benefits for each of them. Then any interview you do (or speaking engagement) will offer benefits with that audience in mind as opposed to a more generic form of, “Here’s what my book can do for you!”

Creating a list of benefits for your book can aid your campaign in a number of ways: first, it’ll help you get away from a more “salesy” type of approach, and second, it will help you create the tip sheets that can add substance to your media kit.

BONUS TIP:  When you are preparing for your interviews, speak to your audience as if you are speaking directly to one person at a time.  Don’t try to speak to the whole audience…make your answers specific to one person’s needs.

BONUS TIP:  If you’re working on the benefit angle of your book early enough, you can incorporate these into the back copy of your book.

The point is, never, ever sell your book. Be a step ahead of the competition and sell what your book can do for the reader, and let them know why it’s better than the competition.

In the end, that’s all anyone will care about.

Marcia Reece, the inventor of Sidewalk Chalk, is the #1 Bestselling author of Secrets of the Marriage Mouse and The Ultimate Online Media Directory. She serves as the founder of Aspen Support Group. Her latest book is available on her website at www.marciareece.com or on Amazon.com

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Filed under business development, guerrilla marketing, Social Media Marketing

46 mornings in a row precisely at 9:00 a.m.

The value of being determined and consistent became Very Real to me many years ago when I was trying to get Wal-Mart (when they had only 66 stores) to buy my product.  I called my buyer every morning, precisely at 9:00 a.m.  I did not call at 8:57 a.m. and I did not call at 9:02 a.m.  I called for 46 mornings in a row precisely at 9:00 a.m.  On the 46th morning, my buyer’s assistant told me my buyer would see me at 11:00 a.m. that day!!  Well, the rest is history and the consistency of that phone call started a chain of events that changed my life and grew my company to 70% worldwide market share … far beyond my wildest dreams.   

This lesson came back to me on Friday while lunching with a group of colleagues. One in the group said he had called a potential client 3 times and he stopped after the third call assuming she didn’t want to do business with him.  I told him my Wal-Mart story hoping it would inspire him to continue his chase.

I do believe today we need to find unique and clever ways to reach those we want to do business with. Maybe 46 consecutive calls won’t work today as well as it did back in the 1980’s.

So many emails…Too many voice mails…Snail mail; what’s that?? 

What about reaching those folks by giving them something that will help with their work load. Send them information they can use with no expectation of getting anything in return – except you implant the thought in their minds that you are someone who is generous, knowledgeable, and helpful. Quietly kill them with kindness and they will take your call and be more receptive to your needs. 

Please share what tips you have that helps you reach hard-to-reach contacts. I know there will be some interesting techniques from which we all can benefit.

I look forward to hearing from you.

My best to you,

Marcia

http://www.marciareece.com

#1 Best Selling Author

Secrets of the Marriage Mouse

The Ultimate Online Media Directory

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If not NOW, then WHEN

So often I’m asked when is the best time to send emails to the media. Here’s some wise advice from Michael Smart.

The second-best time of day to pitch media is between 10 am and noon, their time zone.

That used to be a slam dunk time slot when they weren’t as busy. It was a sweet spot after they had rolled in, had their coffee, got through their overnight email, and started moving forward with their day. But before lunch and looming deadlines.

But now they have to turn in multiple stories a day. Many are expected to post to multiple platforms. And then promote their work on social media.

So even that morning window has gotten cluttered. Absent any additional insight into your target media’s workflow, it’s still a decent time slot, if you have to guess.

That’s because the actual best time to pitch a given journalist or blogger is unique to each one.

One reporter might check email religiously at 8 a.m. but never after 5 p.m. (like the USAT reporter I spoke with recently). Another might put off non-urgent email until she turns in her primary story for the day around 7:30 pm (like a WSJ reporter I used to pitch).

And, of course, the best time of day to pitch varies widely depending on the type of media you’re pitching. A general rule of thumb for pitching TV and radio producers, especially for morning shows, is to contact them within an hour of the end of that day’s show.

So how can you find the best time of day for your target media? Short of asking them, which is usually unwise until you’ve earned their trust, here’s what you do:

Whenever you receive an email from one of your target journalists, record the time it was sent. Same thing with any contact from them via Twitter. Over time, your record will show if there is any rhyme or reason to their typical workflow (for some, there isn’t – they’re in their email constantly or virtually never).

What if you’re not receiving emails or tweets from them? Give them a reason. React positively to their work. Then add value beyond simply complimenting.

Be systematic about logging timing clues. Anything you can do to inform your guesses increases your probability of success.

For more tricks, tips, and techniques to boost your success with the media, check out The Ultimate Online Media Directory. It’s available here: http://amzn.to/1JDOKBQ

Marcia Reece is the #1 Bestselling author of Secrets of the Marriage Mouse and The Ultimate Online Media Directory. She serves as the founder of Aspen Support Group. Her latest book is available on her website at www.marciareece.com or on Amazon.com.

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