Book Marketing and Publicity Experts Answer Your Questions

Marketing Magic is hosted by the authors of
The Making of a Bestseller: Success Stories from Authors and the Editors, Agents and Booksellers Behind Them ,

The Publishing Primer: A Blueprint for an Author's Success

and the novel, Over Time, Love, Money, and Football: All the Important Things in Life.

QUESTION: How can I get an author interview published in many places? I'd like to get it published on the Internet without having to mail it.

Answered by:  Carolyn Howard-Johnson, Author, THE FRUGAL BOOK PROMOTER: HOW TO DO WHAT YOUR PUBLISHER WON'T

Ahhh, that's what Google is for.  Find review sites that also do interviews by using Google. Then go for newsletters. Or, depending on the fame of the author, even the big sites like Salon. You can also query blogs.  In The Frugal Book Promoter, I talk about recycling articles. Let everything do double, triple and hundred-time duty, when you can.  Don't promise an exclusive unless it is only for 30 or 60 days.  Be aware that many websites, don't pay.  When that's the case, take out pay in trade for exposure through a byline and tagline for your own book.   

In Frugal I also talk about self-syndicating. I used to do that for reviews. I write a review. Get a review site to publish it.  Add that site to my list and keep building.  Rarely do I review anymore but when I do, I have some 50 review sites to send to all at once or to pick and choose from. Start small and build. And yes, recycle! (-: And, by the way, there are times when I'd rather have the exposure than a paycheck. (-:  

QUESTION: I am the author of three regional history books published through Arcadia. The first two are about transportation, the third is about entertainment history. While they have a regional base, their subject matter has appeal to national readers of those subjects.

I would like to better reach those readers across the country interested in the subjects of the books: transportation history (an abandoned subway project, streetcars, trains, steamboats, early automobiles) and entertainment history (movie palaces, Prohibition era, big bands, etc.).

My distribution is primarily regional, although any bookstore outside the tri-state area can order them.

How can I reach those national readers who would like my books?

Answer by Lissa Warren VP, Senior Director of Publicity, Da Capo Press Author of The Savvy Author’s Guide to Book Publicity.

I suggest a three-pronged approach. First, using the Web and resources like Bacon's Media Directory (available in the reference section of most major libraries), research niche national publications (magazines, journals, newsletters) that cover transportation and entertainment history. Approach them to see if they'll review your book, run an excerpt from it, do a Q&A with you, or let you write an original article in which your book is mentioned in your bio line. I'm thinking of publications like Automotive Design & Production and Big Band Jump. It may take a little digging to find them, but they're out there and they'll help you reach the target audience for your book.

Second, keep an eye out for things in the news-current events-to which you can speak, even if the connection is a bit tenuous. Perhaps Boston announces that it's going to totally revamp its subway system, or word gets out that an L.A. theater is going to be torn down. Then work to position yourself as an expert on the issue. You could write an op-ed about the history that Boston needs to try to preserve, or why the L.A. landmark must be saved, and then submit them to the Boston Globe or Los Angeles Times, identifying yourself as "author of" at the bottom of each piece. You could also reach out to the National Public Radio stations in those markets to try to secure an interview.

And third, using Google look for websites and blogs that might review or write about your book. General book sites like Curled Up with a Good Book, Bookviews.com, InfoDad.com, SirReadaLot.org, or Books-on-Line would be great, as would subject-specific outlets like HistoryWire.com or JerryJazzMusician.com.

Keep reading for more advice on book marketing and how to get publicity for your book

Answered by Paul J. Krupin    Custom Targeted PR Helping People Reach the Right Markets & the Right Media, with The Right Message www.DirectContactPR.com  

You can try by studying the media your target audience reads and watches and listens to paying close attention to the types of feature stories that are being produced and published.

Then you create news releases which contains content or radio or tv scripts that fit these media, and you pitch it to them using custom targeted media lists.

You can use my 3 I technique to do this quite easily.  The 3 I Technique is pretty simple and works like this:
1. Identify a successful model.
2. Imitate the structure and content of the success model.
3. Innovate with your own information.

Here's a link to an article that explains this in detail:

You have to give the media what they want!

And guess what -- what "they" really want turns out to be what most people in America want!

It should come as no surprise. People want an emotional experience that takes them out of their boring, hum drum lives and temporarily takes them away -- transcends their reality to a time and a place far, far away.

They want to experience the dramatic personal pain, suffering, pleasure or achievement that someone else is going through.

Look around you and you'll see that all news coverage is basically designed to cater to this very special goal - this is what the American Public wants.

They want to be stimulated. Emotionally. Not intellectually, but deep, deep, deep inside. They want to feel what it's like to be in someone else's shoes.

And once you realize this, then you'll realize and learn how to push the media's hot buttons.

If you are going to be successful you must give them what they need.

This is not rocket science. It is psychology.

QUESTION: Do viable places receive a Media Kit via the Internet (e-mail), rather than as a package? If so, who would take this kind of e-package?

Answered by: Carolyn Howard-Johnson, Author, THE FRUGAL BOOK PROMOTER: HOW TO DO WHAT YOUR PUBLISHER WON'T

Yes. Absolutely.  Places of any kind. Many prefer it.  Here's the rub. You send a query or cover letter. Do not attach. Many editors and/or producers won't even open an e-mail that carries an attachment.  Offer in the query to send your kit as they prefer, by post or e-mail.  Many would prefer the e-mail.  The same goes for your galley or arc. Some  will be fine with an e-copy. Though many fewer will except an e-copy of a book than will accept an e-copy of your kit.   

Very best,

Answered by Paul J. Krupin    Custom Targeted PR Helping People Reach the Right Markets & the Right Media, with The Right Message www.DirectContactPR.com  

I wouldn't recommend you send a whole media kit via email unless you offered it and they gave you explicit permission for a file attachment that contains that sort of volume and diverse information.  Media are as paranoid about viruses as anyone and you do not want to be seen as someone who sends unsolicited attachments -- it's a quick way to getting blacklisted.

But in an email news release you could send a link to a pdf file download or to an online press center. If you want to read my article on building an online press kit click here

QUESTION: Do radio interviews of authors make a big difference to book sales? In other words, is it worthwhile for an author to put a lot of energy into trying to get interviewed on a radio station? Do you recommend trying to get on smaller local stations?

Answered by Lissa Warren VP, Senior Director of Publicity, Da Capo Press Author of The Savvy Author’s Guide to Book Publicity.

Radio interviews impact sales for some books more than others and are more effective when other forms of media (print, TV, Web) are taking place at the same time. But they never hurt! Even when it's just a local station, you never know who is listening. It could be a newspaper reporter who decides to do a story on your book based on what she hears. It could be a CEO who decides to purchase your book to give as a gift to his employees or clients. In other words, do them.

Answered by Paul J. Krupin    Custom Targeted PR Helping People Reach the Right Markets & the Right Media, with The Right Message www.DirectContactPR.com  

radio can be an aid to book sales, but you have to learn how to best use radio talk shows to sell books.  Here is one tactic that works pretty well.  Time tested, proven again and again.  Listen on the radio for the savvy marketers and interviewers when it happens.  You'll know what they are doing when you hear it.

The strategy is a variation of the "free tips article" approach.  You need to know that people are motivated to get free value added stuff.  People love freebies.

So you take advantage of this natural proclivity to get your marketing materials into their hands.  You offer them something for free and you send them a catalog with it.  I learned this from Dr. Jeffrey Lant many years ago.  While it may be better suited for certain types of individuals who are comfortable doing this, and best used with some types of books and products and not others, it is probably a tactic that can work in many product or service situations.

Here is what you do:

1.  You have a free tips article of other free value added incentive prepared and ready to be sent, vi e-mail, SASE, or via mail if people call in on a toll free number or regular phone number.

2.  Before you do the interview you prime the host or producer and let them know you have the free item for offer.  You send them your interview and book information in advance, and you give them a special sheet of paper that describes the free offer.

3.  On the air you say once (or the host says it once), early in the interview, "And get a pencil and paper handy, because later you'll hear how you can get .... "  (the free value added incentive).

4.  Later on the air you say "Now get your pencil and paper ready.  Just send an e-mail or call 1-800-xxx-xxxx or write ---------- or send a SASE to and ask for "Ten Reasons For ..............." The report will be sent to you for free immediately.

5.  When you send the material, you also send your catalog and persuasive ordering materials.

Then you sit back and wait for the orders to roll in.

Some people will hesitate to use this with toll-free numbers, since so many people will just call and get the freebie with no further action.  But if the profits are high enough off of those who do buy, then the use of toll free numbers will pay off.

Now this is the essence of what you need to do to increase your sales using the radio talk show interview.  This is one step above just having a transient or quick mention of your toll free number or web site, and two steps above a passive interview which leaves only memories.  It provides you with the ability to have the listeners reach you and you can capture live prospects names and addresses.

You need to run this verbal offer during your interview.  You may find yourself saying this offer two or three times.  You can also leave the offer script with the station or show and they will often repeat it after you are gone.

The key here is to understand that you are seeking to establish a pathway for multiple exposure of your products and marketing materials.  The radio talk show is one, the e-mail message to you is direct personal engagement which gets them asking you for something, your free report is the next item, your marketing materials are the next.

The people who do this the best are those who have a book (yes), but it is backed up by tapes and videos and other books on related subjects.  The reason is that when people receive the free report, if they like it, they tends to order more than one of the items you have for sale.

QUESTION: What is the most important element to get your book noticed?

Answered by Stacey J. Miller, S. J. Miller Communications, Traditional Book Promotion + Online Book Promotion = Total Book Promotion http://www.bookpr.com

I focus on getting authors noticed. Their books take second place in importance to the media (except for book reviewers). Frankly, you can interview a person, but you can't interview a book. The author, therefore, has to be interesting. The book may or may not stand out.

Answered by: Carolyn Howard-Johnson, Author, THE FRUGAL BOOK PROMOTER: HOW TO DO WHAT YOUR PUBLISHER WON'T

Probably you, the author. You have a story of your own.  Don't sell it short.

Answered by Paul J. Krupin    Custom Targeted PR Helping People Reach the Right Markets & the Right Media, with The Right Message www.DirectContactPR.com  

At last with regard to the news releases for books that have been successful that I've been associated with, I've developed a formula which captures what you need to do.  Here it is:

Tell me story (a short, bed time story), give me a local news angle (of interest to my particular audience), hit me in the pocket book (make me or save me money), teach me something I didn't know before (educate me), amaze me or astound me (like in WOW!), make my stomach churn (in horror or fear), or turn me on (yes, sex sizzles).

Do this in 30 seconds or less in the first page of a news release and you're in.

But there's a lot of potential errors you can make that are fatal along the way. If you want to avoid these issues you can read my article on Why News Releases Fail

QUESTION: How can I make my book more visible, with all the romance authors out there? What can I do to attract people to mine.

Answered by Stacey J. Miller, S. J. Miller Communications, Traditional Book Promotion + Online Book Promotion = Total Book Promotion http://www.bookpr.com

Position yourself as an expert, and offer yourself up as an expert. That's trickier for a novelist than for a nonfiction novel, but it's the best way for you to convince media decision makers to interview you.

More Q&A Go to the Questions and Answers Part 2.