Low-Cost, High-Impact Publicity Tips – Part One

This Month’s Issue
1. Pam Lontos Column: Low-Cost, High-Impact Publicity Tips – Part One
2. Inspirational Quote
3. Calendar of Events/Publicity Opportunities
4. This Month Our Clients Have Appeared In…
5. Guest Column: Brian Jud on Sell No Book Before Its Time
6. Guest Column: Dan Poynter on Be Grateful for a Bad Review
7. Have a Need for Publicity?

1. Pam Lontos Column: Low-Cost, High-Impact Publicity Tips – Part One

*Excerpt from a recent radio interview with Brian Bartes

Q. What is publicity and how do you distinguish between publicity and marketing?

A. Well, publicity is when somebody else basically talks about you. You know, so when you pick up a magazine and you’re reading an article on the topic that you’re interested in, and a person is quoted and giving advice in that article, or you turn on the TV and there they are! It’s promotion that you don’t pay for, but it’s even better than advertising or marketing because it’s someone else endorsing you, so you’re the perceived expert. In marketing, that’s when you do mail outs, you know such as direct mail, you buy advertising and things like that. So people know it’s coming from you but they don’t trust it as much as they do publicity, because that’s someone else saying you’re great.

Q. Most of us really understand the concept of marketing; we’re out there, advertising our businesses, whether it’s sending mailers or through the yellow pages or whatever we do, but what can publicity do for us?

A. Well, publicity gives you that third-party endorsement and it gets your name out everywhere. If you pick up your newspaper and you read a story about someone’s business on the front page of the business section, and it’s talking about what they do, the first thought you have is “Man, this must be the best person in town!” If you pick up a national magazine like Entrepreneur or you read Cosmopolitan or The Wall Street Journal, and there’s someone quoted giving their advice, you immediately assume they’re the top expert in the country. So, right there [publicity] sets you apart from your competitors. And what you want to get is top of mind awareness; that’s when someone sees your name over and over, like, you know, I see your name everywhere. When they see your name over and over, because they need to see it at least seven times to remember it, then when they need your product or service what will happen is … they will think of you first.

Q. As you know, our listeners are entrepreneurs, business owners, self-employed professionals, salespeople. Really, they are people who are in control of their income and in control of their time. What are some specific ways that our listeners can gain this top of mind awareness and use publicity to promote their businesses?

A. Well, one of the ways is to call up national and local magazines. And you don’t have to start local, but go national. Because if you are national, not only is your name out there everywhere and you can get business from out of state, but even if you work mainly local, if you’re in national magazines it still puts you ahead of all the other competitors in town. So, call your local newspaper, call … the city magazines… as well as calling, you know, Forbes and Entrepreneur and New York Times … to get quoted. And the whole key to getting quoted is to decide what you have that’s going to help the media. The same thing in calling radio stations, locally and nationally, and television stations locally and nationally. And the key to getting your name out there is knowing that the media doesn’t care about you, and you don’t even have to worry about your credentials until later. All they care about is the hook or the story idea. And the great thing about that is, when you get the hook, it doesn’t matter whether you are … famous. You don’t even have to be well known. If you get the right story idea and you have credentials, [the media] will want to interview you. And the reason for that is, the media, whether it’s a magazine, a newspaper or radio or television show, they make their money based on their advertising rates. Their advertising rates go up for television and radio at higher ratings. With magazines and newspapers, the higher subscription rates. So when … someone wants to get into the media, if they look at who the readership or audience is of that show or that publication, and then decide what the audience would want and what problems would the readers have, and then solve that problem, that’s your hook and that’s how you get interviews.

Q. So what I heard you say is, that you can basically just call up not only your local newspaper but you mentioned some national newspapers like Investor’s Business Daily or even magazines. It just seems like you’d have to be well known to get somebody to even take your call, let alone interview you or elicit information from you related to particular topics. That isn’t the case?

A. Not at all – I mean, they’re looking for what your credentials are. So someone may have never been in the media, they’re not well known, but let’s say they’re attorneys… or they are in sales, but they are excellent at what they’re selling. They could do gardening supplies. IF something is in the news that they can comment on … and the media likes the story, they’ll interview you. There was a speaker several years ago … when she started she had never wanted to be a speaker. She didn’t have any paid speaking engagements, she was brand new to speaking, and she talked about the use of humor to overcome obstacles. Because in one year she had gotten cancer, got a divorce, and her mother and her father died. Well, I found out that U.S. News and World Report was doing this story on overcoming cancer, so you know we called them up [to] you know, pitch Sandy. And they said, “Well, we’re not really doing the psychological [aspect of the story].” I said, “Well, most people [who] overcome cancer say the psychological is the most important part. They said, “Well, maybe, you know maybe we should have it.” So, I had Sandy call them back …immediately, once you get [the reporter’s] interest. And a week after that, the very first thing she got for her media kit was U.S. News and World Report! And so it was, you don’t have to necessarily have a degree or whatever. You could have a degree; [or] it could be your experiences, as in Sandy’s case.

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:

“Always do right. This will gratify some people and astonish the rest.”

- Mark Twain

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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”

Good Housekeeping Theresa Rose on “Why Boredom is Good”

AARP Bulletin Patrick Astre on “30th Anniversary of the 401(k)”

Bankrate.com John Baker on “Coping with Bankruptcy”

SellingPower.com Lisa Lane Brown on “Making Yourself Irresistible”

CNN.com Theresa Rose on “Is Confession a Good Idea”

HowsMatter.com Scott Halford on “A Good Way to Lay People Off”

Investor’s Business Daily Nathan Jamail on “Dealing with Bad Performers”

Bend Bulletin Dr. Nancy O’Reilly on “Returning from Maternity Leave”

LoveToKnow.com Pat Heydlauff on “Feng Shui Design”

Women’s Health Dr. Nancy O’Reilly on “Double Your Salary”

Woman’s Day Pat Heydlauff on “Cleaning Tips”

Woman’s World Pat Heydlauff on “Pack Away Holiday Decorations”

Investor’s Business Daily Ken Whiting on “Hiring Teens in the Workplace”

First for Women Dr. Nancy O’Reilly on “Embarrassing Moments”

American Medical News Dr. Maurice Ramirez on “Brain Fitness”

First for Women Dr. Maurice Ramirez on “OTC Medication Dangers”

History Channel/Modern Marvels Dan Burrus on “Obsolete Technology”

Wall Street Journal Francie Dalton on “Associations Skimping on Meetings”

Advance Publications Lauren Rikleen on “Women’s Salaries”

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5. Guest Column: Brian Jud on Sell No Book Before Its Time

An engineer can look at the foundation of a building under construction and tell you its eventual height. The deeper the base, the higher the structure will be. Similarly, an independent publisher must create a strong foundation to support a title’s future growth. This preparation is performed in five phases.

1) The Planning Phase

Focus on creating a strategic marketing plan for your title at least six months prior to its publication date. Outline the tactics you will perform, and establish completion dates for each, in four functional areas:

* Production. How many pages and what size should the book be? What type of binding? Will you use illustrations or half tones?

* Distribution. Will you distribute your books through the traditional distributor_wholesaler_ retailer channels? What special markets–mass merchandise clubs, associations, premium sales, corporations, foundations, book clubs or home shopping channels–are suited to your title? What about Internet marketing?

* Promotion. Plan your strategies in four areas: publicity, advertising, sales promotion and personal selling.

* Financial. Determine the list price and forecast potential sales. This will determine your initial print run. Calculate expected costs and create your preliminary cash flow statements and other financial reports.

2) The Production Phase

The next month or two (four to five months before pub date) are devoted to the production process. Finish all illustrations and photography. Complete the front cover design and internal layout, which presupposes all registration information (ISBN, Library of Congress Catalog Card Number, Bookland EAN bar code and CIP data) has been compiled.

Once you have all the production information, submit Requests For Quotation to several printers. Each RFQ should list the quantity to be printed and books’s trim size, number of pages, number of colors (on the cover and internally), number of halftones, type of binding and the weight of the cover and paper.

3) The Promotion Phase

Promotion begins here and never ends. Three to four months before publication date, begin contacting book clubs, inquiring into serial or other rights’ sales. Prepare galleys to send to reviewers as well as for peer review and endorsements. When you receive testimonials, add them to the rear cover copy and all your promotional material.

Think in terms of the four parts of the promotion mix: publicity, advertising, sales promotion and personal selling. Create and place prepublication announcement advertisements (some trade papers have 90-day deadlines). Produce sales-promotional items. Decide upon the trade shows at which you will exhibit. What direct-mail letters and sales literature must be written and printed? Plan non-traditional publicity programs that will stimulate as much attention as possible.

Prepare press releases for relevant newspaper and magazine editors. Do not overlook the broadcast media as a source of low-cost, high-yield publicity. Develop a list of television and radio shows suited to the topic of the book.

4) The Distribution Phase

During the two to three months prior to publication, your objective is to create distribution. Research and contact relevant wholesalers and distributors. Do not forget that separate channels may be required for marketing to libraries, bookstores and special markets. When you contact a prospective distribution partner, describe the comprehensive marketing plan you have in place and how your promotional efforts will support their sales efforts.

Continue your preliminary promotional efforts. Once your books are being printed and your distribution is in place, send your press kits to the media. Also, provide your distributor with copy and cover-art for its catalog.

5) The Introduction Phase

The final month before publication is devoted to following up and catching up. You must follow up with your printer, editors, producers, buyers and reviewers to consummate your programs. And make final arrangements for your media tour and book signings.

At the same time you must implement last-minute promotional programs. This may entail mailing literature to buyers at major chains and independent stores, sending book covers to distributors, participating in cooperative mailings with SPAN, and getting your web site up and running.

When your book is finally released, the real work of sustaining its momentum begins. However, the publishing process is more rewarding and productive if it begins well enough in advance, building steadily upon a strong foundation of strategic planning and effort.

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 Be Grateful for a Bad Review

Reviews are the least expensive and most effective form of book promotion. More than 300 titles are published each day. There is no way anyone can know and rank them. That is why bookstores, libraries and readers rely so heavily on book reviews. Reviews sell books.

Occasionally a book receives a negative review. The reviewer might be having a bad day, might be envious of your success or may dislike your stand on some issues. Take heart. Any review is a good review because it results in ink. Exposure, kind or unkind, will bring in orders. Focus on the amount of ink, not the character of the words.

No one remembers the negativity of the review but they do remember the title of the book. – John Kremer, 1001 Ways to Market Your Book.

While some readers may be discouraged from buying your book from a bad review, others will see through the review and buy the book because the subject interests them.

Many book reviewers are mean spirited. Even if a reviewer likes a book, he or she must find fault and write snide and/or patronizing little asides about the author’s character or motives that demonstrate the reviewer’s intellectual and moral superiority.

– Andrew Greeley, author

Most reviewers are underpaid and overworked. Their contributions to bookselling go unrewarded and unrecognized. No one ever built a statue to honor a reviewer.

Just write the best book you are capable of writing; then, take solace in the fact that most people do not buy books on the basis of any review they actually read.

– Steve Wasserman, book editor, The Los Angeles Times

Few new products get the free publicity showered on books. Authors, publishers and booksellers owe a debt of thanks to reviewers. Hope for good ink and be grateful for bad ink. Ink is ink and ink is free.

A bad review is better than no review.

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:

Pamela S. Harper says, “After only a few months of having my articles and quotes appear in the Chicago Tribune, AirTran Magazine, and CNBC.com, executives and conference organizers are already inviting me to chair and speak at national and international conferences and symposia. This is beyond anything I expected in such a short time!”

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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.

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.

Permission to reprint: You may reprint any items from “PR/PR Pulse” in your own print or electronic newsletter, but please include the following:

“Reprinted from ‘PR/PR Pulse,’ a free e-zine featuring tips and techniques for gaining publicity. To subscribe, send an email to newsletter@prpr.net with ‘Add Me’ in the subject line.”

If you like any of the advice from this e-zine, please pass this on to your friends, clients and colleagues.

We would love to hear from you! Please e-mail your suggestions and/or questions about publicity to: newsletter@prpr.net.

PR/PR

President: Pam Lontos

775 S. Kirkman Road, Suite 104

Orlando, FL 32811

www.prpr.net

Phone: 407-299-6128

Fax: 407-299-2166

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