Book publishers are publishing more titles than ever Ė but selling fewer copies of each. They are trying to match the ever diverse and fickle passions of the consumer. This past year, according to Books In Print, over 412, 000 new books were published. To promote those books, publishers are:
Experimenting with movie-like book trailers online. Sending more review copies to bloggers of influence, fewer to newspaper and magazine reviewers. Scheduling radio interviews by phone. Conducting satellite television tours rather than sending authors on long road tours. Seeking to package an authorís prior books with their new one. Encouraging authors to hire publicists to build their brand. Creating speaker bureaus for their authors. Making portions of books available as free downloads to entice readers.
As technology changes how we get our information and entertainment, it also changes how we promote them. But what hasnít changed, in an ever-growing competitive media landscape, is the need to promote these information products.
The economic downturn, though it is impacting the publishing world, may provide a good opportunity to those who choose to invest in publicizing their books. Because some are scaling back on the number of books they are promoting, it gives those that are promoting their books a chance at less competition and more visibility. Consistent PR efforts and savvy marketing have always served a purpose, aside from generating immediate sales, which is to generate buzz for a brand, to create credibility for an author, and to advance a message. There is no question that if one doesnít market their book it will severely hamper its ability to sell.
Publishers and authors should heed one bit of advice: even during a period of economic slowdown, one fundamental hasnít changed -- PR pays off.
Below is some advice from the publicists on how to hire a publicist. Personally interview every firm or consultant that you are considering. At the least, ask them the following questions:
How long have you been in business? How many books do you publicize each year? What kinds of books are your specialty? Which do you do best? Which donít you handle well? What are your strong points, your advantages over other agencies or consultants? What is your plan for my campaign? What is the timeline for my campaign? What fees would you charge for my campaign? How much in expenses should I expect to incur for my campaign? How much access will I have to the strategists who design my campaign? How much input will I have in my campaign? Will I receive weekly communications on my campaign? What specific results can I expect to receive? How do I measure results? What can I do if I donít receive the results promised? Will you refund fee payments? If so, how much? What specific results have you created for similar clients in the past? Who are they and may I contact them?
For PR firms:
Who should I contact to get information about my account? Who in your firm has the ultimate responsibility for my account? Who runs the division or group that will be handling my account? Who will lead my account? Who is the person whom I will work with? What is the experience and expertise of all the team members? How much time will they put in on my account?
How to Make $2,500+/Day Giving Paid Speeches About Your Book ... Without Being Famous!
Discover how on free telephone seminar this Thursday, December 4th
Want to get paid to share your message with a lot more people? Giving paid speeches is a great way to do it. To discover how to get started in the lucrative field of public speaking -- even if you're relatively unknown in your field -- join us for a free 90-minute telephone seminar this Thursday, December 4th. Here's just some of what you'll learn:
Why you don't have to be famous to get booked as a speaker; How to find meeting planners
who'll book you; Why you shouldn't accept less than $2,500 for a talk; How to market yourself as a speaker and more!
I used to be a radio producer at WOR Radio in New York. I got hundreds of calls a day from publicists- I called back about two! Publicity is all about follow up. If you don't call or e mail a producer at least 7 times- you are not doing your job. And yes it is about relationships too. Don't be a pest. If you get a producer on the phone ask if now is a good time to talk- and then do your pitch in 30 seconds. Your job is to excite them very quickly and get them to..... 1- ask for material- or 2-even better just book you or your guest right there on the spot. If you get a no- that is ok- but it is only a no for now! You may be able to turn it into a yes in three months if you don't burn your bridge with the producer. More in our next newsletter.