Hook the Media
This Month’s Issue
1. Pam Lontos Column: Hook the Media
2. Inspirational Quote
3. Calendar of Events/Publicity Opportunities
4. This Month Our Clients Have Appeared In…
5. Guest Column: Brian Jud on How to Sell More Books to Corporations
6. Guest Column: Dan Poynter on Increasing Sales without Expanding Inventory
7. Have a Need for Publicity?
1. Pam Lontos Column: Hook the Media
How can you differentiate yourself from your competitors in troubled economic times? The best way to attract more clients and customers is to create a level of celebrity for yourself that only the media can bring, and because today’s media are more fragmented than ever before, you will need to reach out to many different types. While they all do things a bit differently and cover different topics, one thing will remain consistent when it comes to you getting coverage: the hook.
Even though one publication may appeal to a narrow audience, or an Internet news site may focus on a single topic, or a radio talk show treat just one subject line – even with that reality you can still appeal to them all if you have a great hook.
What is a hook? It’s the essence of your story, the angle, the concept that can be boiled down to a few words that make the reader or listener tingle with anticipation about what comes next. In a way, your hook is the bait, like a headline that makes someone want to read the whole story.
You may adapt your hook when moving from one medium to the next, but its core essence will remain the same. Suppose, for instance, your expertise is in helping business and organization leaders produce better results through a focused, fired-up and capably led workforce.
For a press release about why business leaders should consider corporate culture and employees’ perspectives during mergers and acquisitions, the merger of Northwest and Delta became the hook. The release was successfully pitched as “Why Delta/Northwest Merger is a Bad Idea.” This hook resulted in two interviews with major city newspapers.
But that same hook could also be used to approach a syndicated how-to columnist or a general-interest magazine editor with a more consumer-oriented twist on the idea, such as “How to Reduce Your Pink-Slip Chances When Your Company Merges.” Or you could write a feature or op-ed article such as “The Delta/Northwest Merger: What They Didn’t See Coming.”
You can get a lot of mileage from a single hook. Just remember to keep your hook angled to what the media are looking for. Here are examples of hooks – and how they came about – that succeeded in generating rich media coverage. You will easily see how your own experiences, knowledge and expertise can be mined in a similar way.
o Hook: “Obama out-Googled McCain: Do you?” Area of expertise: Search Engine Optimization, specifically how small business owners can maximize their Internet exposure. The idea: How small business owners should use Google keyword search results to better understand how their potential customers search the Internet. The news angle: the presidential election, which was then in full swing. Research showed that Barack Obama had 100,000 more searches than McCain, therefore he was the more popular search, which gave an unprecedented view into the mind of the searchers.
o Hook: “Will Microsoft survive Gates’ retirement?” Area of expertise: business consulting, specifically how organizations achieve success by adopting a practical framework of thinking during times of change and opportunity. The idea: adapting to large changes and transitions in the business world. The news angle: Bill Gates’ retirement and Microsoft’s predictable adjustment process.
o Hook: “Trick or Treat? Halloween Etiquette Rules for the Office.” Area of expertise: business etiquette. The idea: how to incorporate the fun, party aspect of Halloween at work, but in an office-appropriate way. The news angle: Halloween!
And here are three hooks that tied directly to serious breaking news. These hooks scored homeruns with the news media:
o When President Bush announced his new green initiatives, an environmental expert felt his action steps were too small for any kind of environmental change. She wrote a strong opinion editorial commenting on this timely issue, which was picked up by several newspapers.
o When Heath Ledger’s death was exposed as an accidental overdose derived from mixing too many prescription medications, a medical doctor and clinical pharmacy specialist was the perfect source for stories on this topic. Several celebrity magazines agreed to interview him, including Star Magazine and US Weekly.
o When a major earthquake hit China, a disaster readiness and recovery expert spoke with authority on preparedness and why China recovered so quickly when compared to Myanmar. This resulted in an interview with the Associated Press, which was distributed internationally.
As you can see, it doesn’t matter what the source of your expertise is. You may be Joe the Plumber or you may be a life planner. You may be an alternative-medicine author or you may be an accountant. Whatever your field, you offer a unique perspective because of your background, so use this to your advantage as you develop a hook.
Adaptation is the foundation for creating your hook. Use the examples above as inspiration. Soon you’ll be developing your own unique hook with each Web site, magazine, newspaper or talk show you approach to get more interviews and more articles published. Watch your scrapbook – and your fame – grow!
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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Special Announcement!
PR/PR Now Offers Social Media Marketing
If you want to see your name everywhere on the Internet, we have what you need!
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Call Pam for a free consultation: (407) 299-6128 or e-mail: Pam@prpr.net
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2. Inspirational Quote for the Month:
“Your rewards in life are in direct proportion to your service.”
- Earl Nightingale
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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 a communications consultant, expert, speaker or author, you’ll want to let the media know about your expertise for “Effective Communication Month” in June. You can share your advice on how to break the ice, communicate effectively at the office, improve listening and communication skills, and more.
Use these dates to create your own media opportunities by writing press releases on these topics, contacting radio stations in your area, or becoming a featured expert on television or in print:
- June is Effective Communication Month- Created to improve and commit to more active listening, verbal language, paralanguage, body language and written communication.
- June is Entrepreneurs “Do It Yourself” Marketing Month- This is a time to stand out from the competition and get more media attention and clients, while still achieving your goals. This is done by applying, discovering and applying creative and effective problem solving marketing ideas, and removing barriers that are in your way.
- June is Professional Wellness Month- A month designed for professionals to increase their worth in the marketplace by adding to their company and customers, being accessible and reliable, and increasing their skills and learning their business completely.
- The second week in June is National Business Etiquette Week- This is the time to recognize your own organization’s need for proper business etiquette and intelligence in order to compete in a growing global marketplace.
- The third week in June is Meet a Mate Week- Created to inspire singles who are seeking a mate to take advantage of the summer by pursuing warm-weather meeting opportunities.
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4. This Month Our Clients Have Been Featured In…
Star Magazine Dr. Maurice Ramirez on “Medical Diagnosis”
Go, Air Tran Airlines Nathan Jamail on “Sales and Giving Away Your Products”
Best Health Theresa Rose on “Body Image”
Sacramento Bee Theresa Rose on “The Recession is a Good Thing”
My Family Doctor Dr. Donna LaMar and Betsy Laney on “Health Tips” LavaLife.com Theresa Rose on “New-Age Love Tips”
Success Magazine Pat Heydlauff on “Home Office Efficiency”
MSN.com (Small Business) Jay Arthur “How to Recession-proof your Startup”
La Opinion Dr. Maurice Ramirez on “Swine Flu”
1320 AM – Michigan Dr. Maurice Ramirez on “Swine Flu”
3WZ radio – Lexington, VA Dr. Maurice Ramirez on “Swine Flu”
America Tonight radio Dr. Maurice Ramirez on “Swine Flu”
KWIX – Moberly, MO Dr. Maurice Ramirez on “Swine Flu”
CKNX Radio, Ontario, CAN Dr. Maurice Ramirez on “Swine Flu”
TalkStar Radio Dr. Maurice Ramirez on “Swine Flu”
The Daily Buzz Dr. Maurice Ramirez on “Spreading Germs”
WTIC News, Hartford, CT Dr. Maurice Ramirez on “Swine Flu”
850 KOA, Denver, CO Dr. Maurice Ramirez on “Swine Flu”
CBS Radio Dr. Maurice Ramirez on “Swine Flu”
Reelz Channel Dan Burrus on “Terminator Cyborgs”
MyBusiness Magazine Nathan Jamail on “The Upsell”
Law Office Administrator Theresa Rose on “Annual Reviews”
Wearables Jay Forte on “Handling Rapid Growth”
Law Office Administrator Jay Forte on “Workplace Personalities”
Athens Banner-Herald Pat Heydlauff on “Spring Cleaning with Feng Shui”
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5. Guest Column: Brian Jud on How to Sell More Books to Corporations
Publishers seeking sales in non-bookstore markets often think only in terms of selling to retail outlets such as discount stores, warehouse clubs, airport stores or gift shops. However, there is an often-overlooked segment made up of buyers that frequently purchase books in large quantities, pays in 30 days and does not require a distributor. This niche is comprised of companies that buy books not necessarily for re-sale, but to motivate their sales forces, educate their employees, improve their images or use as sales incentives to sell more of their products.
This market can be lucrative, if you know how to sell to the buyers. This begins with an understanding of why they might use your books to improve their circumstances, to make their companies more profitable. An appeal to traditional buying motives may not work under these conditions.
The people with whom you will be negotiating are skilled professionals, used to dealing with knowledgeable, competent sales representatives. The buyer is probably not the Purchasing Agent for the companies, but perhaps the Human Resources Manager, Sales Manger or Brand Manager. The content of your book will determine the prospective decision maker.
Many of these businesspeople have never thought about using books as promotional tools. So if you come across as a consultant with ideas to help them, you are more likely to make the sale. If you know how they could use your titles to sell more of their products or services you will find a willing ear. Below are suggestions to fuel your discussion. Use this list to help plan how they might best use your titles.
1) Human Resource planning. If you have a concept that would help employees plan for their retirement, ask people in the Human Resources department if they could use your titles in their retirement-planning programs. They might also consider titles that would help them implement other parts of their benefit programs.
2) Training and motivation. According to Frank Fochetta (VP, Director of Special Sales and Custom Publishing at Simon & Schuster), “Companies such as Herbal Life and Amway buy motivational and business books to resell to their distributors.” In many other businesses, managers regularly seek new ways to train and motivate their employees, too. Your titles on leadership, motivation, self-help, selling techniques or new business topics could be useful to these executives.
3) Gift to customers. Fiction and nonfiction titles may be the perfect gift for customers, employees or to recognize unusual events or special marketing periods. Mark Resnick (partner in FRW Company) tells us, “Some cruise ship lines, give passengers a thank-you gift upon departing the ship. Sometimes they use a book about one of the destination ports as the souvenir.
4) Sell through their stores. If companies have stores for employees, either on the premises or online, they may purchase your books for resale. Majors Internet Company provides a service called The Company Bookstore. This is a business-to-business solution for selling books to employees of corporations. In effect, Majors puts a bookstore inside the corporation. Purchasing managers, Corporate Library Professionals, and Information Service Managers can link to a customized version of the company bookstore to offer employees access to a comprehensive database of titles.
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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Guest Column: Dan Poynter on Increasing Sales without Expanding
Inventory
How can a new, one-book author-publisher reach quantity of scale? How can he or she increase sales?
One way is to carry other books on the same subject but you do not want to pay for them and a 40 percent discount is not enough. Instead, look for other books that compliment your book. Think: “If a person were to buy my book, shouldn’t they also buy this similar book?” Hopefully they realize it is cheaper to buy several books on a subject than to make a mistake.
Contact other (small) author-publishers (there are 86,000 to choose from) and offer to exchange a few cartons of books. Now you each have two offerings—at no additional investment. You traded your books for their books. Add the new title to your website, etc.
For example, I wrote “The Expert Witness Handbook.” Rosalie Hamilton wrote the “Expert Witness Marketing Handbook.” They are complimentary; they do not compete. Rosalie and I exchange several cartons of books at a time. See http://www.parapublishing.com/subsites/expertwitness/ and
http://www.parapublishing.com/sites/witness/information/product2.cfm
Now here is a larger advantage: you can afford to wholesale the other title; you can give 40 percent or more off for quantity orders. One customer buys quantities of each book from us for their conference. You can give them a full discount on both books because each title cost you just the printing price. Think about that and consider carton exchanges.
It is easier to trade cartons of books than to write another book.
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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Use the Media to Get Your Career to the Next Level in 2009
Order “I See Your Name Everywhere” NOW!
Go to Amazon.com or e-mail: Pam@prpr.net for your copy!
“If you only choose one PR manual, make it I See Your Name Everywhere.”
-Bob Danzig, Former CEO Hearst Newspapers, Author and Speaker
Check out the in-depth publicity advice in Pam Lontos’ new book, “I See Your Name Everywhere” published by Morgan James. Order now for $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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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, contact Pam Lontos, President of PR/PR:
407-299-6128 or email: pam@prpr.net.
