Not Your Niche? Still Do the Pitch!
This Month’s Issue
1. Pam Lontos Column: Not Your Niche? Still Do the Pitch!
2. Inspirational Quote
3. Calendar of Events/Publicity Opportunities
4. This Month Our Clients Have Appeared In…
5. Guest Column: Brian Jud on I Only Have “Ize” for You
6. Guest Column: Dan Poynter on Make Your Book Worth the Money
7. Have a Need for Publicity?
1. Pam Lontos Column: Not Your Niche? Still Do the Pitch!
Do you see other experts’ names in the media and wonder why you’re not getting the same exposure? Are their fees going up and up, with increased publicity, while yours stay flat? Are they selling more product as well? Consider expanding outside your niche topic.
A speaker whose topic is accountability wanted to be interviewed on his topic and his topic only. He once turned down an interview on teamwork in Inc. magazine because it didn’t address his specific topic. If the expert had only stretched a little and spoke on how teamwork takes accountability and how everyone needs to pull their weight or else the team falls apart, then he could have had his name and book in one of the most widely read business magazines in the country.
If a writer from the New York Times is doing a piece on pets in the office, and you keep your four-footed friends near you, then do the interview! It doesn’t matter if it’s not directly related to your topic. If you have experience in the area, simply ask the writer to mention that you’re a speaker or an expert and your topic (and the title of your book, if you have one). It doesn’t matter that pets are not your topic, what matters is getting your name out there repeatedly to gain top-of-mind awareness. Just remember, ask politely to have the writer mention your speaking topic and book title.
During the interview, remember this tip – telling a reporter your topic is motivation can be the kiss of death. It conjures up images of a snake-oil salesman on late night TV hocking their wares. Instead, stretch your topic into other areas, such as: productivity, overcoming stress, willpower, dealing with deadlines, creativity. All of these will set you apart in the field of motivational speakers and experts, while giving you creditability and creating name recognition that will raise your fees and increase product sales.
The media likes success stories, current events and solving the problems of their viewers or readers. When pitching editors and producers, point out a problem their audience is facing, and then present yourself as the expert who can offer a solution.
If your topic is management, and your book is on hiring, don’t limit your pitches to recruitment issues. Branch out into all HR issues, and then steer the interview back to how the situation being discussed could have been avoided with proper hiring techniques. If the media is doing a story on listening to employees or solving conflict, do the interview and ask the writer to mention you’re a speaker and the title of your book on hiring. The people who would be interested in reading a story on solving conflict between employees would also be interesting in how to hire better. These are the same people who hire speakers for conventions and meetings.
A speaker was hired to be the keynote address at a major convention after their article appeared in a multi-level marketing magazine. The convention had nothing to do with multi-level marketing, and it wasn’t even the event planner who read the article. A friend, who knew the event planner was looking to hire a keynote speaker, called and then faxed the article over when she read it.
If your topic is business or management, don’t limit yourself to business and trade publications. If Cosmopolitan is doing an article on getting promoted, do the interview. Both men and women read newsstand magazines, like Cosmopolitan, at home and on airplanes. Being read in Cosmopolitan helps boost your level of celebrity, which will lead to larger fees.
However, don’t limit yourself to just big publications either. Trade and industry journals are consistently read by executives and meeting planners cover-to-cover. They want to keep up with their industry and competition. Many specialty industries, such as suntan shops, doors and alarms, real estate brokers, have large conventions that hire speakers for $20,000 or more. A single article can get placement in several publications.
The key to increased booking and fees is getting your name out in the media repeatedly. You don’t want meeting planners to say, “Who?” when they hear your name, you want them to say, “I see your name everywhere!” This only happens with constant exposure over a period of time.
For additional publicity tips and articles now, visit: www.prpr.net.
Pam Lontos is the president of PR/PR, a public relations firm that specializes in professional speakers, authors and experts. An author, speaker and former VP of Disney’s Shamrock Broadcasting, Pam knows the ropes of getting you good publicity and how to use it to boost your bookings or book sales. She is also author of the new book, “I See Your Name Everywhere!” Call for a free consultation: 407-299-6128 or visit: www.prpr.net.
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NEW PUBLICITY BOOK!
Be the First to Buy Pam’s NEW BOOK
“I See Your Name Everywhere”
For a Limited Time, Pre-Order Your Copy for $12.95
“If you only choose one PR manual, make it I See Your Name Everywhere.”
-Bob Danzig, Former CEO Hearst Newspapers, Author and Speaker
“I love the title … it describes the results of a well-executed publicity campaign: I see your name everywhere. This book is a must-read.”
- John Kremer, author of “1001 Ways to Market Your Books”
“This book tells you how to improve your image, credibility and market – faster and cheaper.”
- Brian Tracy, author of “The Psychology of Selling”
Want to see your name everywhere? Check out the in-depth publicity advice in Pam Lontos’ upcoming book, “I See Your Name Everywhere!” published by Morgan James. Order now for a special pre-sale price of $12.95 plus shipping! Pam’s first book, “Don’t Tell Me It’s Impossible Until After I’ve Already Done it!” is available at $12.95 or you can order both for the combination price of $19.95 plus shipping.
Order yours today at: pam@prpr.net or call: 407-299-6128.
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2. Inspirational Quote for the Month:
“All the breaks you need in life wait within your imagination. Imagination is the workshop of your mind, capable of turning mind energy into accomplishment and wealth.”
- Napoleon Hill
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3. Calendar of Events/Publicity Opportunities
If your expertise fits any of these topics, take advantage by sending out a press release to newspaper, television and radio stations, or call up the media directly! For example, if you are consultant, author or speaker who specializes in communications training or public speaking, you’ll want to let the media know about your expertise for “Better Conversation Week” which is the fourth week in November. You can share your advice on how to improve public speaking skills, enhance your relationship skills through conversations and advance speaking and listening skills. By writing press releases on these topics, contacting radio stations in your area, or becoming a featured expert on television or in print, you’ll be able to boost your brand. Here are more publicity opportunities:
- November is National Life Writing Month – This is an opportunity for people to celebrate themselves and their families by writing down their life stories to preserve autobiographies for future generations. Writers and writing coaches can pitch the media with their expertise and help others learn to communicate more skillfully.
- November is “I Am So Thankful” Month – In honor of Thanksgiving, this is a month to give thanks to people who help you on a day-to-day basis and have opened doors for your career. Send them a thank you note to let them know how grateful you are.
- November is Vegan Month – This outreach is a great opportunity for diet experts, doctors and nutritionists! They can contact the media about educating and encouraging people to adopt a way of life by not eating or using any animal products in order to promote an ethical, healthy and environmentally conscious lifestyle.
- The third week in November is American Education Week – This week is designed to focus on the importance of education and everything that it stands for.
- The fourth week in November is Better Conversation Week – This week was created to embrace and improve conversation between family members, friends and different age groups through the holidays, in order to deepen relationships through communication.
- November 4 is General Election Day
- November 11 is Veterans Day
- November 27 is Thanksgiving
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4. This Month Our Clients Have Been Featured In…
Investor’s Business Daily John Haskell on “Managing Your Sales Manager”
New York Daily News Dr. Maurice Ramirez on “Health Hazards and Ike”
Women’s Health Lauren Rikleen on “Alpha Wives”
Family Circle Dr. Nancy O’Reilly on “Transforming in Midlife”
Best Practices in HR Carrie Brown-Wolf on “Celebrate with Diversity”
Growing Wealth Scott Halford on “Starting a Business in Recession”
Microsoft Small Busines Heather Lutze on “Signs You Need a New Web Site”
American Baby Theresa Rose on “Marital Lies”
Working Mother Scott Jeffrey on “Overcoming Creative Blocks”
Growing Wealth Scott Jeffrey on “Start Your Business Now”
Law Office Administrator Dr. Gary Bradt “Little Leadership”
Law Office Administrator Ingunn Aursnes on “Write Your Own Paycheck”
Entreprenuer.com Brenda Bence on “Overseas Business Etiquette”
Examiner.com Ken Whiting on “Mentoring Teens”
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5. Guest Column: Brian Jud on I Only Have “-ize” for You
Too many independent publishers use the Christopher Columbus method of planning -
they do not know where they are going. When they get there, they do not know where they are. And when they return, they do not know where they have been. This is not a good way to run a business.
You can avoid this situation by writing a strategic, functional plan to market your books. Your plan should identify the most promising business opportunities. It should clarify your goals and the procedures you will use to move toward them efficiently. And it should integrate all the elements of a complete promotional mix into a strategic program to launch coordinated action. For a view of a new planning formula, look through these “ize.”
Recognize. A basic premise for successful marketing is to find a need and fill it. You do this by researching three major areas. First, discover what product opportunities exist. Second, learn the demographics and psychographics of your prospective customers. Finally, determine your potential market’s size, growth and competitive status.
Crystallize. According to a proverb, a journey of 1,000 miles begins with a single step. But what if that step is in the wrong direction? Start your trek by deciding where you want to go. Write a specific objective and the date by which you will accomplish it.
Strategize. With your destination etched in your mind, begin to plan how you will reach it. Start by creating strategies in each of the Four Ps of marketing: Product, Place, Price and Promotion. Should your product be a book, an audio package or a video program? Will you market it through the traditional distributor/wholesaler channels or directly to selected niches? Answers to these questions will dictate your distribution network and discounts which in turn impact your pricing strategy. Finally, describe how you will coordinate the elements of your promotion mix by manipulating your advertising, publicity, sales promotion and personal selling strategies.
Once you determine your general strategies you must plan the specific actions you will take in each of the four strategic areas. If your product is to be a book, what size, color and shape will make it most saleable? At what price? Which distributors will you contact? To which reviewers will you send galleys or review copies? What will be in your press kit, and to what television and radio stations will you send it? Which trade shows will you attend? Will you conduct a direct mail campaign?
Capitalize. There are hundreds, if not thousands, of actions you can take to market your book. However, most publishers do not have unlimited funds to perform them all. Therefore, you have to create your financial statements to determine how to allocate your existing money as well as when and how much you will need to borrow.
This is a good time to review your entire marketing program. If expected revenue will not cover your planned expenditures and no outside funds are available, what tactics will you eliminate and what impact will they have on your income? For example, if you eliminate a planned direct-mail campaign, you will also have to reduce your earnings by the amount you forecasted that program would generate. And do not forget to account for returned books.
Energize. Without action, planning only gives the illusion of progress. Now it is time to put your plan into action. Marketing a book successfully requires perpetual promotion and it is up to you to do it. Perform each step according to the way you planned it.
Scrutinize. Action is not synonymous with accomplishment. You may be busy promoting your book but you may not be getting closer to your goal. Periodically assess your progress and make any changes that are necessary. Know where you are at all times.
Realize. This planning formula organizes and directs your thinking and actions to best exploit available opportunities. It coordinates and unifies your efforts to make your budget more efficient. And it helps you regain your bearings and look back to see how far you have come.
Decide where you are and where you want to go. Then set your course for smooth sailing toward a new world of publishing success.
Brian Jud hosts Book Central Station where you can find rated lists of suppliers to help you write, publish and market your books. Post your own reviews and add your favorite suppliers. For a free trial, go to http://www.bookmarketingworks.com/judslist/trial.asp Contact Brian at P. O. Box 715, Avon, CT 06001; (800) 562-4357; brianjud@bookmarketing.com or go to http://www.bookmarketing.com
Need Help Marketing Your Book? Get free book-marketing tips every other week in Brian Jud’s Book Marketing Matters e-newsletter. Go to: www.bookmarketing.com to sign up!
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6. Guest Column: Dan Poynter on Make Your Book Worth the Money
Size matters. Your book has to appear to be long enough to be worth the money you are charging.
Today, many of the high-speed web presses print signatures of 48 pages. As the paper goes through the press, 24 pages are printed on the topside and 24 on the underside. The most economical page-counts are in even signatures. One signature (48 pages) or two (96 pages) will not command the price you want for your book. A good minimum page count is three signatures or 144 pages. Additionally, since paper it the most expensive
component of a book, 288 pages is a good upper limit.
I hope you got as much out of reading my book as I got spending the money you paid for it.
- Anonymous
If you need to lengthen your book, add resources to the Appendix: List other relevant books, videos, courses, mailing lists, associations, suppliers, etc. Now your useful text becomes a valuable reference. You do not want to pad the book with extra writing and dilute your message.
Adding resources is a better alternative. Other ways to lengthen the book – while making it more valuable and more interesting – is to add quotations, stories and illustrations to the pages and/or summaries at the end of each chapter. Be sure to lay out the pages with plenty of white space.
Leigh Cohn took three of his wife’s 30-page pamphlets on bulimia and combined them into a single book. They added resources, a two-week program to stop bingeing and a guide for support groups. Lindsey Hall’s 160-page “Bulimia; A Guide to Recovery” has been through five revised editions for more than 100,000 copies in print. Since then, they have written nine books, established their own publishing company with more than 20 titles currently in print, launched an eating disorder resource catalog, and published a clinical newsletter. (http://www.gurze.com)
A book full of resource material is not just a quick read, it is a valuable reference.
Unleash Your Inner Author…
RESOURCE FOR BOOK WRITING, PUBLISHING AND PROMOTING
Dan Poynter’s F-R-E-E e-zine:
http://parapublishing.com/sites/para/resources/newsletter.cfm
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PR/PR’s Client Quote of the Month:
Ellen York says, “I was absolutely amazed at how fast PR/PR turned my stories into articles accepted by national magazines, newspapers and trade publications. Once an author writes a book as I have, you must have a company that can make this happen. PR/PR is the company that can make it happen!”
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7. Have a Need for Publicity?
PR/PR can help you with all of your publicity needs, from magazines and newspapers to television, radio and online media. If you want to sell more books, get more speaking engagements and be hired for more consulting jobs, you need publicity.
To receive a free consultation, please contact Pam Lontos, President of PR/PR:
407-299-6128 or email: pam@prpr.net.
