Putting together a radio and television promotion campaign is much the same as dealing with print media. In fact, we can use the identical Available for Interview promo package. Be aware of one difference, however: In electronic media, formats and personnel change as often as bed linen. It's a pressure-cooker world, making radio and TV mobile career fields. As personalities move on, often the shows they chaired disappear.
Television, being the most prestigious of promotional media, many times presents the largest challenge to your imaginative publicity campaign. Always contact TV stations in main metropolitan areas at least eight weeks before your availability date. Major network shows will require even longer lead times. Call the producers' offices to find out how far ahead their guests are booked, and ask the names of the producers or guest coordinators, the correct spellings, and their e-mail addresses.
We recommend both the front- and backdoor approaches to television in the big cities, meaning you send one package to the general program director and another to the producer of any specific show you wish to be on. Sound interesting and vivacious! No one wants a dull guest. Make sure you are pitching an idea for a show--not just promoting your book.
Of course, follow up on both if you haven't heard anything in a couple of weeks. As with all promotion, tenacity and repetition may turn the key, but don't inundate them with correspondence, phone calls, or emails.
(Portions of this post have been excerpted from The Complete Guide to Self-Publishing, 5th Edition, by Marilyn Ross & Sue Collier, coming March 2010, Writer's Digest Books.)
A basic truth for most self-publishers is that they start out alone. That being the case, you will find yourself wearing many hats. Just because you may be an amateur doesn't mean the book you produce will be flawed. By studying and applying yourself, you can wear the various hats well. Many self-publishers never draw on outside help to do their books—and you can do it all yourself if you choose. We show you how to be all these people or how to find the best professionals to do the job for you.
Writer. The basic foundation for your enterprise is writing. Study your craft and refine your product. Good, readable works sell much more readily than disorganized garble or lofty dissertations.
Editor. If you're not lucky enough to have a qualified friend or relative to edit—one who knows the English language well and will be objective—hire a professional. This is the one area where it is very easy to miss the forest for the trees, overlook the same typo, and lose your objectivity.
Designer/Artist. Many books and book covers are self-illustrated or designed. Even if you decide to get professional freelance help, it would be foolhardy not to get somewhat involved personally.
Typesetter/Compositor. When you use a computer to prepare printer-ready files, you become a typesetter. We highly recommend you use a desktop publishing software. (Or hire a pro!)
Printer. Thousands of books and booklets are created each year at copy shops, but this is probably not the best way to produce your project Make a wise decision between print on demand and traditional printing processes. Educate yourself on printer specs and other requirements.
Financier/Accountant. You are the chief accountant, bookkeeper, and company representative to your banker. You must keep good records for yourself and for the IRS.
Marketeer. It doesn't matter how well all other hats fit if you don't wear this one well. Be imaginative and creative. Go ahead and slip into flamboyance when you don this hat. Shrewd promotion and sales strategies will do much to ensure your publishing project's success.
Shipper/Warehouser. It doesn't do any good to get book orders unless you can fill and ship them. Although this is a routine job, it takes time, space, and energy.
Legal adviser. Many times attorneys collect sizable fees for answering simple business questions. Take a good look at the question. The use of common sense and comparison to similar situations will often save a fee. There are instances, however, when you definitely need an attorney—if you've been accused of libel or copyright infringement, for instance.
Business manager. This hat has been saved for the last but not because it's a low priority. Quite the opposite. You can do a fantastic job on all other aspects of the business and still lose your shirt if this hat isn't secured firmly on your noggin. In fact, a study once conducted by theSmall Business Administration showed that 93 percent of the businesses that failed did so because of poor management practices. The job of business manager can be a piece of cake or an absolute nightmare—it's up to you. Managing a company is fun if you establish and adhere to operating procedures designed for that business.
Be prepared to fall and skin your knees occasionally. No one has all the answers; certainly not a new self-publisher. Although we have compiled this reference to help you avoid mistakes, there will be times when you'll goof or when nothing seems to be going your way. Hang in there! Soon things will take a positive turn. As in anything, there are pitfalls, but there are also many pleasures. Move ahead with passion and conviction, and you will succeed.
(Excerpted from The Complete Guide to Self-Publishing, 5th Edition, by Marilyn Ross and Sue Collier, coming March 2010, Writer's Digest Books.)
It's ironic that I would sign on a client wanting to promote his book on resilience (see it here: http://www.reachinghome.com) just about the time when I most needed resilience in my own life. The focus of the book--and its accompanying training--is ability: The ability to utilize the skills and attitudes that create resilience and that can allow you to overcome the obstacles that stand in the way of reaching your goals. The ability to “bounce back.” To survive. To manage life’s disasters--whether it be the loss of a spouse, a relationship, or your health.The past two years have included some of the most extreme ups and downs I've ever experienced...some, such as the birth of my son two years ago, are worth mentioning. Others are not. All have challenged by "ability" to "bounce back."I've been tested again over the past few weeks, which explains the gap in blog posts--and why I'm mentioning this in the first place. My friends and I like to talk about putting on our "big girl" panties during trying times, which basically means drawing upon our inner strength to persevere. I seem to be taking 10 steps forward, then 50 steps back this time. But hanging in there and continuing to move forward--even at a shuffle's pace--are the only options. Now that I've gotten that off my chest, let's return to our regularly scheduled blog.
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