Top Ten Tips for Marketing Your Book

I have lots of tips to share with you on how you can market and promote your book. For now, my top ten are listed below but keep in mind there will be many more coming over the next few months.

Starting with the first one (or the last one, depending on how you look at it), remember to have fun! Yes, marketing and publicizing your book can be a lot of work, and yes, it isn't as easy to secure those juicy interviews as you thought it was going to be, but remember: You want to remain curious and interested as you search for those who really do want to talk to you and hear the message contained within your book. Here are the Top Ten Tips:


# 10. Have fun! It isn't all serious. Enjoy the process of promoting and sharing with others the value of your book.


# 9. Get media trained! No matter how many books you've written, getting trained with the new content and key messages is essential.


# 8. Tell me in :15 seconds what your book is about (because that's how long some media is going to give you before making a decision.)


# 7. Do 5 things every day to promote your book.


#6. Identify the market(s) you are trying to reach.


#5. Read, watch and listen to the online and traditional media outlets you hope to land.

#4. Create a great hook! (The hook is the thing that grabs you.)


#3. Be able to answer the question, "Why you, Why now?" because every producer is going to be asking it.


#2. Hire a great editor.


#1. Write a fantastic book!

Of all the tips, #1 is tops: write a fantastic book. Really. It makes it much easier to market and publicize a great book rather than a mediocre one. One way to make sure you do that is to take tip #2 to heart: Hire a great editor. Some of the best writers out there really owe it to their editors that they've had such great books.

So, what tips come to your mind? Do you have some special tips that you think really helped you to market your book? I'd love to hear them.

Successful Book Event with Career Intuitive Sue Frederick

I am watching a fascinating phenomenon occuring within this country right now. The catalyst is one of my authors, Sue Frederick. Sue is a career intuitive who has written a book called I See Your Dream Job: A Career Intuitive Shows You How to Discover What You Were Put on Earth to Do (St. Martin's Press; 2009). This book is taking off in ways I never imagined and Sue is having to hang on for a wide ride. More on that in a moment...

I liked Sue from the moment we first spoke on the phone. She is one of the most gracious and warm human beings I have ever had the pleasure to know. Deciding to work with her was an easy decision. Sometimes you just know when something is right, you know?

During this time of economic difficulty and job layoffs, Sue's message is powerful: This is your opportunity to reassess. Were you really happy doing what you were doing? When you're in a job and comfortable, it's very difficult to take a bold jump and leave. When you're forced to leave, before locking yourself into another similar position, stop and take a good, hard look: Is this what you are meant to do? Then talking with Sue gives you new, added insight. What is your true calling? (She gave me a reading and it gave me goosebumps for days.)

I See Your Dream Job is a much-needed guide to finding one's true calling and how to realize it, which uses the ancient system of numerology. It's What Color is Your Parachute for those who yearn for a meaningful career in today's world.

What is amazing to me is that every event she does -- a talk, a booksigning, a lecture -- is always filled to capacity and beyond. She was recently in New Orleans and had over 200 people at her Barnes & Noble bookstore event. Over 200!

It's one thing if you're a famous athlete or an infamous celebrity, it's something else when you're not particularly well known with the general public. Along with her publisher, we did the usual things like setting up media interviews on radio, TV and in print, in addition to arranging a talk at Loyola University. We notified everyone we knew in the area and used social media to spread the word and together it all worked. Over 200 people were at the event at Barns & Noble and they bought books.

Earlier in this post I mentioned a phenomenon going on in this country. Ever since the financial crises in the fall of 2008, Wall Street executives and others from around the country have been calling her for readings. We're talking top executives of very old, established, conservative industries--financial institutions, law firms, the insurance industry among them--calling Sue for help. She also hears from the average working man and woman, along with moms and dads, grandmothers and grandfathers in all demographic groups. And has she ever helped! (More on that coming up.) She has a story coming out in People magazine soon which I will post a link to here. Many individuals who have been helped by Sue will be covered in ths story.

So there you have it. Oh, and every single radio show I have booked her on has come back to me for a second interview. Every single one. I have never seen this before.

The beauty of this is that you just never know what you're sitting on when it comes to your book. You might have the next big topic that takes off and creates another phenomenon. Don't cut yourself short.

If you're looking for a publicist to help you with your book, I'd love to hear from you. Feel free to email me at joanne (at) joannemccall (dot) com. If you want to learn how to promote your own book, I invite you to explore an audio program I produced which covers a great deal of what you need to know and do for the success of your book. http://bit.ly/Ithj.

Happy marketing and promoting!

Warmly,

Joanne

TIPS FOR BEING A GREAT RADIO GUEST!

I've been a radio lover forever. I love books too, which explains the two careers I have chosen in life. As a publicist, I work with authors at many different levels of media experience. Some don't need any coaching at all because they're they have experience and they understand the importance of knowing their key messages and how to speak in sound bites.

For those who aren't savvy--yet--I have some pointers for doing radio interviews. Some of these tips overlap into television and print interviews, but all of them apply to radio--terrestrial or digital. Here we go:

1. Always be polite to the producer and the host. This may seem obvious, but you'd be amazed what some people say--especially when they're stressed. Which leads me to point #2:

2. Live radio often covers breaking news so if you're scheduled for a live interview, know that the possibility of getting bumped exists. This applies to in-studio and over the phone interviews. Breaking news is breaking news, and unless your topic relates to the breaking story you are out of there. Accept it and be nice about it.

3. Never cancel an interview unless you're really, really sick, your flight is in a holding pattern over Denver, or you're dead.

4. If you're doing a series of interviews such a satellite radio tour, write all your key messages on index cards and as you make each point and tell each story, flip the card over. When doing back-to-back interviews, you will be amazed at how much this helps you.

5. If you're doing a phone interview, don't judge your performance by the response you get from the host. You may be doing great but suddenly all the computers in the control room crash. I guarantee you it is wild in there as people scramble to put things right, but they usually won't tell you that over the airwaves. They may be depending on you to keep talking and keep the interview going while they fix things. The fact that they're not interacting much with you has nothing to do with your performance. Remember: It isn't always about you.

6. If it's an early morning interview, get up extra early so that you can warm up your voice by drinking warm fluids and singing. Do something to make sure your voice doesn't crack.

7. Radio is very auditory. The listeners only have your voice to go by, so if you have a speech impediment consider seeing a therapist, and if you tend to speak in a monotone voice, practice varying the pitch and volume. One great way to do that is to read children's books and act out the character voices.

8. Make sure you are in a quiet place where you will not be disturbed. Your dog may be quiet now, but if the UPS guy comes during your interview, it going to be disruptive. It will throw you off not to mention the show host and listeners.

9. Disable call waiting if you have it. That clicking is annoying.

10. Keep your land line! I know it's popular to get rid of the land line and only use a cell phone, but for radio interviews, it needs to be a land line. Not a cell, not a mobile. The sound quality matters!

Be sure and listen to other people doing interviews and pay attention to what you find they do well, and what needs some work. Then make sure you do the good things, and stay away from the bad.

Interaction is the new currency. I love what Web 2.0 and social media are doing to communication--requiring an exchange between people rather than being "talked at" by one to another. This is so clearly addressed in Amy Hertz' column on books in the Huffinton Post. http://bit.ly/46XQle



Amy's suggestions are for book publicists, of which I am one, and they are very helpful if not rather obvious. What I mean to say here is that my first career was in terrestrial radio broadcasting and for several years I had a talk show. I was pitched by publicists from all around the country--the good, the bad, the beautiful and the ugly. The complaints in Amy's piece are the exact same things I was (and my fellow broadcasters were) complaining about ten years ago--pitch letters that weren't personalized, publicists making follow up calls pitching their authors when they had clearly never, ever listened to my show, and long voice mail messages that were boring and abusive. (I will never forget the publicist from the Bay area who called me every day for almost three weeks leaving voicemail messages no shorter than three minutes in length. Yuck! I finally had to tell her to never, ever call me again.)



So, my point here is that things are not all that different, except that media people--whether it's a blogger, a writer, a producer, or an editor--have all kinds of options for getting their voices heard when they want to vent. I'm just afraid that those who most need to hear the coaching simply never will internalize the message. It's kind of like those horrible, tear-producing public service announcements that talk about animal neglect. Those who would neglect animals are not saddended by seeing those commercials. The rest of us are! With Amy's great piece in the Huffington Post, publicists who commit those sins won't read it--or be influenced by it. The rest of us who are trying to be effective and trying to do our jobs in the best way possible, we read it. We get it. We thank you for it! And we hope you don't group us with "them." I've been on your side of the fence, and I get it.



With all the changes in social media, Web 2.0, and communication tools in general, nothing is really all that different. People are either good communicators already, they're willing to learn, or they don't really care. The latter the the ones that make it hard for the rest of us!



I am sorry for all the "publicists" who won't take the time to read your blog. I am sorry they won't listen to your show, or pay attention to the way in which you want to be approached. I'm sorry some are lazy and just don't care. But I hope you will understand that there are others of us--who really do care! We are interested in you as people have to say, and if there is a match between what you like to cover and what we have to offer, then there is a win/win all the way around, and we are all the better for it.

Chris Brogan & Julian Smith, co-authors of Trust Agents

I had the pleasure of meeting Chris Brogan and Julien Smith, authors of Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust (Wiley; September 1; $24.95), at Book Expo America this year. The book was in galley form at the time, which is the pre-publication version sent out to industry trade journals, long-lead magazines, reviewers, and those of us in attendence at BEA who are into social media--or doing our best to completely absorb ourselves into it

As described on the back of the book, Trust Agents is a book by two social media veterans who show you how to tap into the power of social networks to build your brand's influence, reputation, and, of course, profits. The book is very good for anyone who wants to use online tools for building networks of influence.

What struck me during our meeting was how friendly and totally down-to-earth both of these guys are. They are instantly likable and I found myself enjoying our time together very much. I highly recommend Trust Agents.

How to have a great bookstore event.

I just finished speaking at Pacific Northwest Booksellers Association's (PNBA) fall tradeshow in Portland, Oregon. I was invited to be part of a panel put together by Cynthia Frank, president of Cypress House who is also on the board of PNBA. With me was Gerry Donaghy, the New Book Purchasing Supervisor at Powell's City of Books (The largest new and used bookstore in the world.), and David Ash, publisher of Basho Press. Our topic was about working with bookstores--how to approach them about carrying your book, in addition to how to have a successful bookstore event.

A lot of great information was shared in that room. Gerry spoke of what the bookstore looks for and how you, as an author or pubisher need to present your pitch in a way that speaks to the staff and management of the store (Remember, they are thinking about their customers. Be sure you can answer, "Why you, Why now?") He shared a number of horror stories about how NOT to go about getting your book into the bookstore (For example, don't have "available at Amazon.com" on your flyer or pitch letter.), in addition to powerful examples of what worked for some authors. David Ash is an author and publisher who has done many events at bookstores all over the country and offered some excellent points on how to make sure it's a win/win situation while you're at the event.

My piece was on how to have a successful bookstore event and how to work with the bookstore to ensure that happens.

Successful Bookstore Event Tips Include:

* Pitching an event--not just a signing. A signing is......boring. What will you do at your event? Make it interesting and engaging to people.

* Show how you and your book will benefit the customers of the store. Believe me, that's what the store manager, event coordinator, and community relations person is thinking about. What will my customers get out of this?

* Explain what you will do to help drive traffic into the store: Inviting friends and family, generating media interviews in the local paper, radio, TV and local bloggers, invite business associates and neighbors to the event.

* See if the bookstore has a media list and who they might be willing to contact on your behalf. Usually they will send all the calendar editors a press release of the authors they have coming to their store. You will want to let them know you will contact the others. They know who in their market likes to interview authors and are quite free with this information because your appearances will benefit everyone.

* Make sure you provide the event coordinator with whatever items she or he may need for any in-store promotion. Also be sure to provide blurbs and anything else needed for additional marketing efforts.

* Keep the bookstore informed of any media you generate. Be sure you have the address and phone number of the bookstore when you do your interviews so that you can invite the audience to attend your event.

* Leave early for your event at the bookstore. You never know when you might run into traffic and you definitely don't want to be late.

* Events usually run about :30 minutes and then there's time for Q&A and the actual signing.

* Remember, bring an extra carton of books in the trunk of your car just in case they run out.

* Have a couple of different quips to use when signing books. You don't want to be sitting there trying to think of what to say!

* Another reason for book events is to get the staff to fall in love with you. In the future when someone comes into the store looking for a book similar to yours, you want them to recommend your book.

* Remember, some things are just out of your control. If bad weather keeps people from attending your event, stay upbeat about it. It's no one's fault and you will be remembered as being gracious.

Having a successful book event is not big secret, but knowing some helpful tips ahead of time, will keep you from learning them the hard way. Here's to a great event!

Synchronicity in Book Marketing and Publicity

Hi there,

It has been a wild couple of weeks as we began the countdown to the launch of the new Web site http://www.joannemccall.com/. My designer, Fernando Martinez, has been an angel as we work together to get the site up and running. If you've created a Web site, and you probably have if you're reading this, then you know exactly what I'm talking about.


So, imagine my surprise when I got a phone call from him last week tentatively asking me, "Joanne, I have some good news and some bad news. Which do you want first?" I immediately to myself, "Oh no. Not bad news. We've been working so hard. How can there be bad news? What could it be? Do I really want to know?"


Long pause: "OK, give me the good news first."


Fernando says, "Well the good news is that I have the graphics and the links all set up on your new site for your radio show on Blog Talk Radio."


Now, keep in mind, I wasn't planning to begin a talk show right away. I do have a history of being a radio broadcaster for a number of years, so the idea of doing a show again is very attractive to me, but I've got so many other projects to work on that starting a talk show was way down on the list. That one was going to have to wait for awhile.


He continues, "The bad news is that I was experimenting with how Blog Talk Radio works and now you are actually going to be doing your first show next Friday, August 28, 2009, at 11:30 a.m. Pacific Time, 2:30 p.m. Eastern Time Oh, and by the way, you already have quite a few followers. I put in some tag words and because your show is called 'Your Brand', and because that's a popular search word, you already have an audience."


"WHAT?!" I asked incredulously.


Fernando launched into some kind of explanation as my brain tried to process what he was saying to me, and then I just erupted into laughter.


HAHAHAHAHAHAHAHA!!


"Joanne?"


"Yes," I responded.


"You're OK?"


"I think that's hysterical! I guess I'm going back on the radio. I mean the Universe must want it if I didn't do a thing to make it happen and now you're telling me I'm going to be hosting a show next Friday." Who would have guessed?


Fernando went on to show me all the links and graphics and what he had written about the show.

Back on the air waves;I guess it's the digital airwaves now. What a wonderful journey home to my roots. After all, radio has been such a part of me for such a long time--way back to when I was a little girl reading the back of the shampoo bottle in the bathtub--pretending I was on the radio. Don't get me wrong. I love what I am doing now. Publicity, marketing and promotion with my own company has been a dream come true. I love having my own business with a team of people to collaborate with me. There is nothing better. Still, a part of me will always live on the air--it gets in your blood. Ask anyone in the business and they will tell you the same thing. Plus, I had the added good fortune of working with air talent and program directors who were the best in the business. Many are still friends today.


And speaking of today, my crash course in how all this technology works continues. I am happy to say that the first show went off without a hitch. I had the good fortune of interviewing a fabulous book marketer, Sharon Castlen, about book distribution and what you should be thinking about if you're considering publishing a book. You can hear it here anytime as a podcast at blog talk radio or please join me every Friday at 11:30 a.m. Pacific Time for Your Brand. It's for anyone who has a small business--entrepreneurs, coaches, consultants, speakers, writers, authors, freelancers, etc., particularly if you have a book or are considering writing one.

This show is an an opportunity for me to give to others who are building their business and marketing a book. I hope you will find it of great value.

Warmly,
Joanne


P.S. Synchronicity. How has it shown up in your life this week? Do you believe things happen for a reason?

The Dos and Don'ts of a Great Pitch Letter

Writing a great pitch letter isn’t brain surgery or rocket science. I've been doing book publicity for 15 years and while the process evolves due to technology and changes in the publishing and media worlds, some things stay the same. If you want to get booked for interviews, mind these dos and don’ts and you will be well on your way.

The Do’s

Ø Remember: You are pitching an idea—not your book. The book comes later. First and foremost, do pitch a great idea.

Ø Do your homework. Be sure your topic matches the interests of the media outlet’s target audience.

Ø Do include your contact information at the top and bottom of the pitch letter. List your name, e-mail address, and telephone number.

Ø Do make sure the subject line of your letter or e-mail is an attention grabber—something that will pique the producer’s interest and entice him or her to continue reading.

Ø Do come up with one sentence—two at the most—that perfectly captures your concept or hook.

Ø Do be clear and concise. Remember, less is more. Your pitch letter should never be more than one page.

Ø Do use bullet points. They’re easy to follow.

Ø Do have another pair of eyes look at your pitch letter before you send it out. (Grammar counts!)

Ø Do be available to receive phone calls and e-mails.

Ø Do be willing to make a follow-up call and/or send a follow up email.

Ø Do be prepared to say quickly and concisely, why the topic you’re pitching is helpful and relevant to that media person’s audience.

Ø Before you speak with a producer or editor, be sure you can answer the question, “Why you, why now?”

The Don’ts

Ø Don’t make producers or writers work to understand your message.

Ø Don’t ramble on and on. Get to the point.

Ø Don’t send a dull pitch or they’ll think you’re dull.

Ø Don’t send e-mail attachments unless you have been specifically asked to do so. It’s annoying.

Ø Don’t be overly friendly if you don’t know the person. Remember, this is a business transaction. Be personable, but don’t act as though you and the producer are best friends.

Ø Don’t promise anything you aren’t sure you can deliver.

Ø Pitch letters are not advertisements for your book. Don’t turn yours into one. Remember, you’re pitching a great idea.

Ø Don’t be a pest. There is a fine line between being persistent and being a pain. Learn the difference.

Ø Don’t be seduced into sending out the same pitch letter to everyone. Do your homework and tailor your message to each outlet

If you follow these important dos and dont's, you will find yourself doing more and more interviews, which will ultimately help you to get your book out there! This topic and many more will be covered in my teleclass on book publicity which is coming up June 13 & 14. If you have a do or don't to add to this list, please tell me about it.

Book: Golf, Naked: The Bare Essentials Revealed

Ah, spring.


(Will it ever get here??!!)


One day, hopefully soon, we will have that first warm and wonderful, sunshine-filled day that creates spring fever in all of us. I can't wait. With it, the mind turns to lots of fun things like bike riding, swimming, long walks at the beach, romance, and thoughts of those lazy, hazy, crazy days of summer...Not to mention golf. Yes, golf.


I'm not much of a golfer myself, although from time-to-time my friend Marie and I will get a bucket of balls at the public course and pretend like we know what we're doing. However, working on Golf Naked has taught me so much about the game, and more importantly what goes on in between taking swings at the ball. That's where all the true action happens. PGA Pro Greg Rowley is the author of Golf, Naked: The Bare Essentials Revealed, and is one of my clients.


In a nutshell, Golf Naked serves as a refresher course for the experienced golfer and as a cheat sheet for the rest of us. Rowely strips away the layers of mystery to reveal golf's true core. It's about learning the language and the culture of golf, either as a foundation for learning the game or just to be more comfortable around your spouse, buddies, or colleagues when they lapse into golf-talk. It will tell you what to expect in the golf shop, the locker-room, and even the parking lot. It covers golf etiquette, how to play by the rules, in addition to how to fake it--e.g., how to look and sound like a pro even if your swing makes you look like a rookie. Golf, Naked is about loving the game more than your score. Who doesn't want to look like they know what they're doing when they're out on the course?


I took on this book because I knew from talking to Greg and reading the book that he had a winner on his hands. What really sold me on it was the fact that even though I wasn't into the game at the time, I really enjoyed reading the book! Now, a golf book for golphers is good, but a golf book for golfers and non-golfers alike, well, that is impressive!


In addition, I really love working with sports media. These people are fun, vivacious, curious, and genuinly interested in what you have to say when you call. Now, I've been a media insider for years and I know that many media folks really aren't delighted when a publicist calls. No offense to anyone. As I said, I include myself in that group and I get it (although publicists who know how to pitch, who understand the beat, and are respectful of when they get in touch, they are a dream.). So, you can see why it's so delightful to call a whole group of media folks who really enjoy talking on the phone. Sports people are a different group all together and they're great fun.


When it comes to book promotion and publicity, I look for several things when considering taking on a project. They are:

• Do I love the material?
• Do I think media will love the material?
• Is the author "media-genic" and if not, is he or she willing to get trained
• Do I have chemistry with the author?

I gave a wholehearted yes to all of these questions, and now I'm helping to spread the word about Golf, Naked. PGA Pro Greg Rowley gets a definite thumbs up for this one.

Publicist's Secret to Success and Enthusiasm

A publicist's day is full of ups and downs. When we book an important interview or simply make connection with a media person we've been wanting to talk to, the high is wonderful. Oh joy!



However, the lows can be just as emotional but on the other end of the spectrum. The lows can be very low indeed. Sometimes this emotional roller coaster can rise and fall many times throughout one single day.



To keep from getting stuck in the lows, I recommend creating a success journal. Here's how:

In my daytimer, which is actually just a simple notebook, I record my daily, weekly, and monthly "to-do" lists in addition to taking notes during phone calls, jotting down thoughts and ideas, and recording other important infomation on the right side of each page. The reason for doing this is because now all of my ideas and to do lists are in one place. Then each piece of information can filter into other systems, such as important contact information gets put into Outlook, specific goals are put into each client's campaign, etc.

Then on the left side of the page, I quickly jot down each daily success as it happens throughout the day. It could be an important call was made. A certain show was booked. I moved a project forward in some way. The purpose is to give yourself a little lift--a pat on the back.

It's so easy at the end of the day to wonder exactly what was done, particularly if you only made it part way through your "to do" list. When you hit a low, or when you're reflecting on the day near quitting time, you can look at that list and smile! It's important to celebrate the little things (and, of course, the big things!) thoughout the day. Too often we can get caught up in what didn't get done. I suggest getting caught up and celebrating what DID get done and feeling good about that!

It's such a simple yet powerful tool. Your success journal can help you to leave your office at the end of the day in a better state of mind so that your family gets to spend time with a happy you, and you are refreshed and ready for the next day. So, celebrate the little things (and the BIG things) and enjoy!