Tag Archives: media

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

Leave a comment

Filed under business development, guerrilla marketing, Social Media Marketing

Right person + right topic = Free PR

Although media relations can be frustrating, with the power of web archives, you can identify the right journalists for pretty much any topic you pitch. Reviewing what they choose to cover gives you strong hints to determine the right stories to offer. Find a creative way to weave your message into the topics they cover and…bingo…you have a much better chance to having your story picked up. 

But it helps if you are consistently contacting journalists and bloggers with useful info. Not necessarily pitches. Your outreach shouldn’t always be about your company/client.

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.

When you are consistently in your key targets’ inboxes or Twitter mentions with useful info, they are more likely to engage with you. And that’s when they actually tell you things they are looking for or places they are going.

Cultivate relationships with five absolutely crucial influencers. These are your right journalists.

Following their work will reveal the right stories.

2 Comments

Filed under Uncategorized

Interesting question from a follower. Hope my answer helps you, too

Marcia, I don’t know of anyone who has so successfully marketed a book even close to what you do with your books. What’s the best way to market a book I’ve already written and which is now on Amazon? Thanks for taking time to work with me.  Dawn Brenner

Hi Dawn:  As you know, as in almost everything, It’s All About Relationships.  Create relationships with top websites devoted to your topic. Locate the top 10-12 high-traffic and targeted websites that fit your topic. Make sure to also include websites and blogs of media you want to cover your work. Take time to read and research all you can learn on the websites. Make notes and start thinking of the best ways to build a strong relationship. Here’s a good list of action items to begin building the relationships:

1) submit a pertinent excerpt from your book that ties into their website, blog, or editorial content

2) comment and contribute to their blog as often as you can – always using your customized signature, book title, and website

3) write an engaging (even a little outrageous) press release and send to the media outlets that serve the geographical area you are wanting to engage. Make sure your release will truly stand out from the stacks of others they receive. Do not mail your release in an ordinary envelope – I made mine look like the envelope a party invitation would come in. The envelope has gotten a very high open rate which has led to lots of media exposure.  Submit a new release with a different subject matter every other month.

4) submit a contest and make sure your books are given away as prizes

5) reach out to the media and find ways to make your book a story they just have to cover 

6) make sure your electronic signature includes the title of your book and your website so it is discreetly in their view

Forget about bookstore signings unless you are really willing to make them an all out marketing event. You have to really stand out and be willing to talk with everyone and be willing to accept a lot of “no’s” at those bookstores. You can make much better use of your marketing time.

Dawn, make sure you build relationships with those you want to promote your work. Send theme-related small gifts to the editors and media you want to impress. They love little surprises.  Not bribes, just thoughtful reminders of you and your book. I had postage stamps made from the cover art of my book and I sent ten stamps to each of my lists and they loved them. Be regular and send to your list at least quarterly.

These are only a few ideas, but these are good action items to start you on your way. The writers of these websites/blogs have to come up with volumes of content, so help them with their writing and they will reciprocate.  Once they know and trust your work, they will come to you when they need content. Dawn, please stay in touch and let me know how you are progressing.

8 Comments

Filed under Uncategorized