Tag Archives: media releases

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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The Introvert’s Guide to Getting Noticed and Picked up by National Media

While meeting with an exciting new client this week, our work focused on how his company can garner media exposure. He is very naturally an introvert but by the end of our time together he let go of his shyness. It’s going to be fun to watch him shine in the media spotlights. We came up with this list of 5 specifics points to keep in mind as he writes his media releases.

1.  60-100 Character headlines lines have the best “Open” rate.

2.  16-18 word subject lines have the best “open” rate.

Keep words short and simple.  Americans read at a 6th grade level.

3.  Odd Numbers in a subject line are most powerful. 

Odd numbers are more believable.  Look at best selling book titles and you will see this proven out ~ 7 Habits of Highly Effective People is a good example.  Don’t you wish I knew about this statistic when I wrote Secrets of the Marriage Mouse ~ Find Your Forever Love in 4 Proven Steps.  Oh, well, I live to learn! I hope you do too.

4.  DO NOT use the word “Must” or “Need”  in your writing. 

Headlines with the word “must” or “need” generate a 20% lower click through rate. These pushy-sounding words make the reader resistant to your message

5.  Photos get articles published at a MUCH higher rate. 

As a little added bonus, here are two additional tips to add to  your work:

Maximize your “signature” in everything you write. 

Pop me an email to marciaok@yahoo.com and I will respond. You will see my auto signature there.

Offer something free. 
What…you don’t have a free ebook to give away.  Spend an evening or two (or three) and create one this week.  You can repurpose some work you have already written.  Find something you can offer your peeps for free; it greatly increases your sell through.  I always give my Marriage Mouse Workbook away for free when anyone buys Secrets of the Marriage Mouse at any of my live events.  My close rate averages at around 82%.  People like getting a deal.

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