Now, let me say this, I believe in what I wrote. In fact, my publisher sent the book as a contender to the Nautilus awards and yup, I won a best business book of 2010 award. Hear me smiling!

Back to last year. The P.R. firm I hired was rather “snooty.” They had some well known authors, yet they were in the rather academic (and not for public taste) fields of economics and law.

I know, hear me, I knew that the dry and boring approach they took would not make my book stand out. Yet, I was a first time author, so I had little but a gut reaction to go on. They were the experts and they told me that over and over and over.

My assistant would say “What about radio?” They would say “not yet.” I would say “What about popular magazines?” They would snort in disapproval. They talked about getting me to be a guest blogger and I loved the idea. After all, I wrote a book, I love to write. They were picky, picky, picky and so I got lost on some fancy blogs that mostly go unread.

I wanted to do some bookstore discussion groups. They said, “That is old fashioned.” I called one in San Francisco, actually went in when I was visiting my daughter and we took the grandkids in to buy them books. I talked with the owner, and voila, I had a date and time and the owner did all the advertising.

I could keep going, except it still makes my stomach hurt. Thousands of dollars later I finally said bye to P.R. upper crust. They told me I would regret it. I did not, and do not. The only thing I regret was the past of me that was so snobby I wanted the prestige I thought they would give me.

I have since met with some amazing people, taken some one and two day workshops, and learned about what public relations is really about; it is about loving your book, loving to talk anywhere, any time; radio is great and has been a good friend to me.

I do not, hear this, I do not turn down a radio station that is in the middle of a small town with few listeners. I do not turn up my nose about going to a small meeting with only ten people. In fact, I consider it an honor.

What I learned is that there are some really great, affordable companies that want to help, that do help. Go to a Rick Frishman program, call Jess Todtfeld at Success in Media, and see what Steve Harrison is up to. You won’t have to spend six months smacking yourself for being so dumb!!

Dr. Sylvia Lafair, Author, Leadership Educator, Executive Coach for over 30 years is an authority on leadership and workplace relationships. She is President of Creative Energy Options, Inc. Visit www.ceoptions.com and www.sylvialafair.com.

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But that doesn’t mean you should give up on the goal of getting visibility for you and your book. One of the best and most cost-effective ways to succeed in boosting your book sales is to hire a professional publicist.

WHY PUBLICITY?

A publicist with experience in working with authors will be helpful in getting you and your book in the spotlight.

One way they can assist a writer is to arrange for book signings in your local market or nationally if you want to take your tour on the road. Local bookstores like Books & Books, Barnes & Noble, Borders provide great opportunities for author events and talks. Some high-profile venues like the 92nd Street Y or colleges are other valuable places to reach your target audience.

A publicist also works hard to arrange for in-person interviews with reporters who write reviews and profiles on writers. It is a very time-intensive job that truly becomes a labor of love. The publicist reaches out to many reporters, editors and producers to get interest in their clients and garnering results is always a challenge. They work very hard and are available to help you prepare for interviews and counsel you every step of the way. They also try to get reporters to keep you in mind as a resource when they write stories that fit with your expertise and serve as a quasi-matchmaker between you and the reporter.

If your book is non-fiction and it deals with a timely issue you have more opportunities to get in front of your niche audience at business conferences, networking events or via webinars and seminars. There are also book fairs and special industry events where you may be an ideal keynote speaker.

Using social media is another way to get the book “out there” by responding to discussions on sites like LinkedIn and Facebook and providing helpful tips and information from your book on the site without being too self-promotional.

CHOOSING A PUBLICIST

In choosing a publicist make sure you feel comfortable with your candidate and see if he or she would provide you with references of other clients who have used their services – especially authors.

Try and interview the publicist before hiring and signing a contract to see if you feel that he or she seems really interested and connected to you and your book.

Recognize that hiring a publicist is much like hiring a lawyer. Their time is valuable and they must be paid fairly and in advance for their work. When you realize how much money you’re saving on advertising by hiring a publicist, you will feel that you made a good investment.

Paying for advertising is very expensive and you will usually get more recognition and attention from an article written by a third party than from an ad where you compose all of the copy about the book. Consumers and book buyers are more and more discerning about the products they purchase and trust impartial articles or interviews more than any ad.

DON’T GIVE UP!

In the end, the publicist you hire has to become an integral partner of yours who has your best interest in mind. A good publicist is always involved in finding new and creative solutions to promote your book and should be seen as a team player in your quest for fame.

Charlotte Tomic is a veteran publicist and marketing expert who moved from New York four years ago to start her own public relations agency in Miami. In New York, she served as Media Relations Manager for GolinHarris working with national and international accounts. She is a past-President of New York Women in Communications and taught public relations at St. John’s University where she served as their AVP Communications for more than 20 years. She represents authors – fiction & non-fiction – using creative strategies to get their name in the spotlight and improve book sales. Authors include food & wine experts, physicians, fiction and science fiction writers, self-help authors and business experts. For more information, please go to www.tomiccommunications.com.

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It’s can be hard to pitch radio -  which is why there are entire PR agencies focused solely on this medium. But anyone can get on air once they know how to do it.

1. Pitch the producers and program managers, NOT the hosts, unless it’s a smaller market. If you’re not sure just call the station and ask who books the interviews for that particular show.
2. Use a pitch that is filled with CONTENT not an ad for your service. Show that your listeners will learn something from having you on – and you’ll get your plug in for your book or product don’t worry. The best guests don’t sell they INFORM.
3. Get to the point right away in your pitch. Write it in 200 words or less if you can. Use BOLD to highlight the important stuff. If you can, offer a couple books or product samples as giveaways.
4. Don’t call them -  they don’t have time. Everyone in broadcast is short-staffed but radio is the worst right now. No one has time to listen to a pitch even if it’s just five minutes.
5. Make sure your email subject line has no SPAM words. These folks get 100′s of emails a day and many go into junk. Don’t be afraid to re-send if you think it might not have gone through either. Lots of times they just don’t see your email.
6. Pitch about a week ahead of time for commercial drivetime segments. Pitch 2-3 weeks for talk shows and interview-based programs. Some drivetime books the day before – we often get most of our interviews a couple days before the campaign starts.
7. Be available and respond IMMEDIATELY to a request. Radio folks are notoriously last minute. If you wait a day or even a couple hours you are likely to lose the spot. Answer the phone or email the MINUTE you receive it and book it right away. No “I will check my schedule and get back to you” This person is offering you GOLD so grab it and run.
8. Send a confirmation email right away with numbers, backup numbers and all the details. Once you’re confirmed, send a product sample or book, sample questions and backgrounders right away.
9. Don’t you dare be late. 30 seconds in radio is a lifetime. You’ll miss the spot and risk getting blackballed by that station and possibly others. Remember THEY ALL TALK TO EACH OTHER, especially if it’s ClearChannel.
10. Follow up with a thank you to your contact, and stay in touch to let that person know what’s happening with the book. Interviewers and producers tend to “adopt” new authors they like and can be extremely helpful.  Cultivate your media connections like a new set of friends.

Another note – don’t get snotty about which station you’ll be on. Many smaller stations communicate with bigger ones. If they hear you’re a great guest they’ll suggest you. If they hear you were bad or wouldn’t do it, they’ll communicate that too. Dan Buettner, author of NYT bestseller The Blue Zones is always incredibly gracious whether he’s on CNN or doing a talk show in Vidalia, GA. That’s part of the reason why his book is doing so well. He booked with a smaller talk show host recently, who subsequently signed a 60-city syndicated deal. Point is, YOU NEVER KNOW who these hosts know or where they’ll be in a year or two. DO EVERY INTERVIEW.

And don’t turn up your nose at Internet radio either. Dan also did Inez Bracy’s online radio program on BlogTalk Radio. Guess what – the program became featured that day on the network and Dan got tons of hits for the book and his website.

To book radio you need to think like a producer, not like somebody with something to sell. Provide real content, respond immediately and be a prompt, entertaining guest (more on that later)  Radio can be the springboard to bigger things – more importantly it has an incredible reach all on its own.

Bonnie Harris is the founder of Wax Marketing, an integrated marketing and public relations firm. Read her blog here and follow her on Twitter for tips and to learn about the life of an accidental publicist.

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Scott:
Hello George thank you for participating in our interview. George, please tell our readers a little about your professional background.

George:
I’ve been in radio for 25+ years hosting talk shows on KCMO in Kansas City and KTRS in St. Louis. I’ve got radio in my blood and I know a good story when I hear one. I’ve interviewed thousands of guests and have been the recipient of tens of thousands of pitches. So believe me when I tell you I know what makes an outstanding talk show guest and the pitch that gets my attention.

Scott:
Why should an author work to get booked on talk radio?

George:
Self-published writers, nationally-known writers, performers, salespeople, inventors, true believers—everyone wants to get on the over 1,000 talk radio stations in the country (1) for ego satisfaction, (2) to spread their personal gospel, and (3) to sell more stuff and make more money. Plus radio talk shows need content everyday so we are constantly looking for authorities on subjects our listening audience would like to hear about. It’s really a symbiotic relationship.

Scott:
How important are the authors’ credentials in getting booked on a radio show?

George:
Let me answer your question with a question or two: If you wanted help for a medical problem, would you call a railroad engineer? If you needed information on gardening, would you call a car dealership? Heck no! I receive dozens of emails, calls, faxes and letters every day that are pitches from would-be guests who are not the best person to be discussing a particular topic. So, yes, credentials and experience are very important.

Scott:
What is the best way for authors to get booked on a talk show?

George:
First of all target only those talk shows that are likely to be a good fit for your information or material. The author or the publicist will have to know the slant of various shows or stations. If a station is all-sports, they’re not going to be interested in the new miracle wonder diet for women or a book on how to communicate with your dead pets. A news/ politics show isn’t interested in the joys of cooking with herbs or having a successful garage sale. Just as you would tailor a talk or speech, knowing who your audience will be in advance, do the same for your pitch to be on a particular show. Yes—this takes a lot of extra time and money from the usual “mass mailing” approach. But the best results come from the best preparation.

Scott:
If email is the best way to reach you why do you pass on so many pitches?

George:
Over 90% of the emails coming in to me are trashed or simply unanswered. Why? Because most guest wannabes use a blind shotgun approach, sending their press releases and emails to hosts whose shows are not suited to their offering. Talk shows that are news/political in nature aren’t going to bring on the author of “My Uncle Is an Alien!” or someone with a “new and unique” spin on collecting stamps.

Scott:
How does an author compel you to open an email and read it?

George:
Tell me EXACTLY what you’re all about in your headline, subject line, or phone message. Get to the point – FAST.

Scott:
Just to be clear give me examples of good and bad subject lines.

George:
Here are two verbatim examples of emails I received that were trashed immediately based on the subject line:

• New Book! Author Available for Interview Guest
• It’s Vacation Time

And here are two that got my attention:

• In 150 years of presidential campaigns, has anything changed?
• How to Beat Those Long Airport Delays

Note that not only do the second two tell me exactly what the material is about, but also, the subjects pertain to the news/political category, which my station happened to specialize in.

Scott:
How can an author improve the chances they’ll get the nod for a radio interview?

George:
Localize your material for EACH show or market as much as possible. How is my local audience affected by your information? What benefit will they get? Why should they listen to what you have to say? Here’s another email subject line that caught my attention, combining all three tips so far: Experts Available-Missouri’s Economy vs. New Energy Bills

Scott:
What can an author do to prepare for an interview?

George:
Visit the radio station’s website to familiarize yourself with the station and its overall personality. Maybe pick up one SHORT piece of information you can include when you’re on the air that makes you more “local” and not just a strange voice on the phone on the other side of the country. For example you could mention the host’s alma mater or the score of the baseball game the night before or the name of a local politician.

Scott:
What is the purpose of a Pre-Air call and what should the guest be concerned with?

George:
Plan to have a pre-air call. A phone call with the person with whom you will be talking (or that person’s producer) not only establishes a little rapport, but will add an enormous amount of familiarity that sounds great on the air both for you and your host. It enables you to cover any fine points on both ends that you need to know, such as exact amounts of time you will actually be on the air; a 10-minute slot may wind up being 6 minutes after regular program features and commercials. Clear up any questions you or the host may have BEFORE you go on the air and waste precious time!

Scott:
I understand you recommend that authors create a one pager for the talk show host. Explain that for us.

George:
Ah yes, I call it The Magic Page. Fax or Email the most pertinent information about you, your information or material, on a single 8 ½ x 11 sheet for show host use. Make it easy to read, uncluttered, and include no more than five bulleted major talk points. Hosts don’t want or need lots of paper when they’re talking live. Also, be sure to include easy phonetic pronunciations for any unusual or ambiguous names or words.

Scott:
How often should a guest mention their web site or name of the book etc.?

George:
Don’t Oversell. If you are an author or selling something, limit yourself to TWO mentions of price, where, or how to order during your visit, one about midway through and another about a minute before the scheduled end time.

Scott:
What can a guest do to endear themselves to the talk show host and get invited back?

George:
Definitely follow up your appearance with a mailed, personally signed thank-you note. So few people do this, you’ll really stand out from the crowd. Believe me, it gets noticed more today than ever in this day of email.

Scott:
What else can a future “outstanding talk show guest” do to improve their chances of getting booked?

George:
Be sure to update your radio station contact list once a year. Make sure that you’re sending information to the right person, not to someone who left four years ago (yep–another true happening); that the station’s format has not changed dramatically; and that the station/host still wants to receive info from you.

Scott:
Do you have a list of resources where future talk show guests can find some of these talk radio stations?

George Woods:
Try these:
Talk radio information at your fingertips • www.newslink.org
Great list of talk stations by city and state • www.radio-locator.com
Excellent list of stations and links • www.freedomkeys.com/stationfinders.htm
Esoteric radio links www.shgresources.com/resources/radio
A huge list, easy to use. This one has links to listen live online if the station offers live streaming

Scott:
If someone would like to get booked on your radio show how do they reach you?

George:
Send a note to:
George Woods, 14409 W 83 PL, Lenexa, KS 66215-4172 or an email to:
george@georgewoods.com

Scott:
What are your plans for the future?

George:
I am currently developing talk radio stations that’ll focus on non-political talk and are available for syndication both on the Internet and traditional radio. And, I am developing more than a dozen Internet radio stations in both talk and music formats. So I am kind of busy right now but thoroughly enjoyed being interviewed for a change! But, let me turn the tables here for a minute. Let me ask YOU a few questions.

George:
What do you do as a book publicist that the author can’t do himself?

Scott:
Man you’re good! Basically I have a nose for news and know what the media will want to hear about so I can craft a pitch that they’ll bite on. Plus I already have all the media databases and more importantly contacts that I’ve been working with for 20+ years. I’ve followed some members of the media from internship at a local paper, then to a big city radio station and then on to TV anchor in a top ten market. They trust me when I give them a pitch. You can’t beat relationships that go way back. But, a good story trumps everything, the problem is that most books are not breaking news in nature so that’s where we come in and make it relevant now.

George:
Do you follow my advice?

Scott:
Yes, pretty much, although I could send out a few more hand signed thank you notes; however I do suggest that to my clients. It’s a nice touch and it does work.

Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with individuals and entrepreneurs to help them get all the publicity they deserve and more. Lorenz has handled public relations and marketing for numerous authors, doctors, lawyers, inventors and entrepreneurs. As a book marketing expert Lorenz is called upon by top execs and bestselling authors to promote their books. Learn more about Westwind Communications’ book marketing approach at www.westwindcos.com/book or contact Lorenz at scottlorenz@westwindcos.com or by phone at 734-667-2090.

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Authors tend to think they are a great idea because they see celebrities and politicians like Larry King, Spike Lee, Rachael Ray, Hillary Clinton and other big names out on the circuit and think that’s the way to promote a book.

Frankly it’s just ONE way to promote a book and is an element in the overall marketing of a book. The reality is that unless you are well known it’ll be you, the flower vase along with your book at the little table waiting for people to approach you. Now don’t get me wrong, book signings can be very useful and even if you don’t sell books it gives the media a reason to write about your book right now in order to promote the event. Without that reason to do the story right now, they have plenty of other books to write about since most reviewers are deluged with dozens to hundreds of books every week. And that’s where I believe book signings and book tours are most useful.

In fact, book stores that have turned down a client will happily book them knowing a mention of their store will be in an upcoming article. Westwind Communications has obtained media coverage and then pitched a book store with a guaranteed mention if they book the author. This technique usually works. How can they refuse? The PR for the book signing, which is very difficult and time consuming for them is already done.

Book stores want enough lead time to put an announcement in their newsletter, get a press release out to their contacts, create flyers and in-store promotion. They hate last minute plans, and who can blame them? So it’s important to work a few months in advance if possible. But should you get a media interview and you know it’s going to hit on a certain date then it makes sense to pitch a book signing to the area book stores and then get back to the media outlet to add that appearance in at the end of the story.

Book stores also like to have the book available in “their system” before booking an author signing. This means that the book has to be available on their computer when they look it up so it can be ordered through regular channels, IE their own system, Baker and Taylor etc. There are exceptions to everything and sometimes an author can bring books into the store and sell them giving the store the profit from each book as it would expect. But, that tends to throw a monkey wrench into the mix and the big national chains tend to shy away from this for one reason or another. Sometimes I believe it’s the extra paperwork it creates.

In the case of a short notice booking you may have better luck going to smaller independent book stores where the owner is on site. It’s there where they may seize the opportunity. They tend to be more open at a chance to book an author for an in-store appearance. We recently promoted a book signing in a pastry shop. There were no other books competing with my client and the local paper covered the event. FOX-TV Boston saw the story and brought the cameras out for a full fledged in-home interview. All from a book signing in a small pastry shop. Go figure.

Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that specializes in book marketing and author publicity. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC Nightly News, The New York Times, Nightline, TIME, PBS, Los Angeles Times, USA Today, Washington Post, Family Circle, Woman’s World, & Howard Stern to name a few. To discuss how Westwind Communications helps authors get all the publicity they deserve and more call 734-667-2090 or email scottlorenz@westwindcos.com. For more information visit www.Book-Marketing-Expert.com

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One such opportunity presented itself to Westwind Communications on February 19, 2008 when Fidel Castro announced his resignation. One of my author clients has a gorgeous coffee table photo book on CUBA and has made 40 plus quasi illegal trips to the island nation. He’s an American citizen and expert on CUBA. (CUBA, 120 pgs., $65, Corazon Press, Ann Arbor, MI, ISBN 0-9768349-0-1)

Having pitched this book and his story to all major media from Good Morning America and Nightline to Syndicated Radio, all of the big media outlets said – I’m not exaggerating – “Sure we’ll cover it… when Fidel dies.”

So, like vultures circling above, we’ve been waiting for every slip, fall, missed parade, bad medical report about Fidel so that we could jump on the opportunity. It finally came at 5:30am on the morning of February 19, 2008 with the announcement of Fidel’s resignation. That was almost as good as the dictator passing on… less drama but still worth covering since it announced a change in power of the United States’ long time nemesis of 50 years.

So, I dusted off the release about Fidel’s death that had been sitting in wait for two years, changed the headline to reflect his resignation, and a few other items and out it went to my carefully maintained and targeted list of media contacts and put it on the wire by 6AM while everyone else was still sleeping.

The result was outstanding. CBS Radio immediately saw the release, set up an interview that ran in Detroit all day and night. Then National Public Radio set up an in-studio interview as did WJR and WCSX radio. Print media got into the act with interviews in The Ann Arbor News, Detroit News, Observer & Eccentric and Oakland Press. We even got interest, but unfortunately no story since the book was not newly released, from the Wall Street Journal.

Then, one of Amazon’s Top Ten reviewers asked for a review copy, which, by itself could create a ground swell of book sales. (thousands have already read his review) A travel writer from MSNBC wanted to get Kenny’s expert advice on traveling to CUBA and wrote up a nice story. Then four weeks later that same writer, Christopher Elliott, published a variation of the piece for the Tribune Media Service which was then picked up by such notable publications as the Seattle Times. The best news? The media inquires are still coming in. Interestingly enough, three producers and reporters called me after they got to their office and found out that Fidel had resigned, needed a Cuba expert, did a Google search and found my press release on top of the Google News section. I love technology!

This whole operation was a success because I constantly monitor the news and set Google Alerts to watch for key news items. And, of course, I had the release ready to go. Everything was thought out, my client was ready – for 2 years. The gun was loaded, cocked, and ready to fire.

And you know another upside of this? I can still use a version of my original “Fidel’s Death….” release later! Don’t think bad things about me, somebody somewhere might have your obituary already written too!

When should you send out a press release? My acid test is that if it’s newsworthy and if it’s timely and useful to the reader, send it. It’s that simple.

There are many factors to weigh when considering the need to send out a press release. As a publicist I have sent thousands of releases over the years and while there are no hard and fast rules, the most important factor is that you’ve got to make sure it’s newsworthy and useful to the reader. Anything else and it’s just a waste of time for the members of the media.

So what press release do you have in your hip pocket? Are you ready when breaking news hits?

Scott Lorenz is President of Westwind Communications, a public relations and marketing firm with a special knack for working with individuals and entrepreneurs to help them get all the publicity they deserve and more. Lorenz has handled public relations and marketing for numerous authors, doctors, lawyers, inventors and entrepreneurs. As a book marketing expert Lorenz is called upon by top execs and bestselling authors to promote their books. Learn more about Westwind Communications’ book marketing approach at http://www.book-marketing-expert.com or contact Lorenz at scottlorenz@westwindcos.com or by phone at 734-667-2090.

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In order to break free of the things that bind you and your thought process you’ve got to do something different. It’s been said you can’t expect a different result if you do the same thing all the time. Here are a few suggestions about changing your habits and getting out of a rut.

1. Find your weaknesses and make them your strengths. My weakness 16 years ago was a complete lack of computer skills. Now, it’s one of my strengths. How’d I do it? Took the time to go to classes on Microsoft products and became proficient in MS Outlook. Why does it matter? My entire day revolves around that program and I am far more efficient than ever. Furthermore, I could not do what I do without those computer skills which in themselves opened up other opportunities. Not sure what your weakness is? Ask your spouse, children, boss, coworkers etc. Believe me they’ll tell you.

2. Improve the profitability of your consulting practice. The first step, read Million Dollar Consulting by Alan Weiss. This is my bible for consulting and should be the bible for anyone else in the consulting field. As a marketer, this has been the single most important book that has helped me establish my firm and charge the fees needed to succeed. One key point Alan makes is “don’t sell your time, sell value.” Not comprehending this fact dooms many people who try consulting and fail; they don’t charge enough for their services. My copy is so beaten up, the cover is about to come off. Why? Because I read it all the time! Furthermore, I have given this book as a gift to budding consultants so many times I’ve lost count. If you are a consultant now or want to be a consultant then read this book.

3. Travel. Hit the beach. Go to a foreign country where you have no idea about their language or culture. It’ll force you to think differently. Some of the most significant trips I have ever taken were to China and Japan where everything was different, food, culture, language etc.

4. Read something different like Poetry or business books. Get some business books like PyroMarketing, Freakonomics and read them. Break out of the mold and read something you’d never consider, like poetry. I suggest Hero Island by Stephen Wiley who was, and is a successful New Jersey attorney who decided to learn how to write poetry and became a published author. He didn’t let 50 years of being a lawyer stop him from pursuing a dream. www.heroisland.com

5. Do something exciting. Take a hot air balloon ride; take kiteboard lessons, go sailing on a barefoot cruise for a week in the Caribbean where you are part of the crew doing the work. When you’re focused on sailing your subconscious mind will help you get free of things that trap you in the rut.

6. Meet your fears and conquer them. Can’t stand heights? Learn how to parachute. Don’t like to go underwater? Learn how to scuba dive. Don’t like raw fish? Eat some sushi. Force yourself to do something you don’t want to do. You’ll be better for it.

The bottom line? You are the captain of your own ship. Start calling the shots and get out of that rut!

Scott Lorenz is President of Westwind Communications, a public relations and marketing firm which specializes in book marketing and author promotion. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC Nightly News, ESPN, The New York Times, Nightline, TIME, PBS, NPR, the Los Angeles Times, USA Today, Washington Post, Family Circle, Woman’s World, & Howard Stern to name a few. To discuss how Westwind Communications helps its clients get all the publicity they deserve and more visit www.westwindcos.com or call 734-667-2090 or email scottlorenz@westwindcos.com.

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PyroMarketing embraces an idea that really has been in use for some time – niche marketing. That tool is well-known and used every day by book promoters but Stielstra lays out the niche marketing principles with a new, crystal clear message that is so compelling that it is a must-read for anyone who wants to promote an idea, service or product.

In a nutshell, PyroMarketing involves finding the “driest tinder” (customers most apt to buy), touch it with a match (customers experiencing a benefit), and fanning the flame (customers’word-of-mouth marketing), and save the coals (keeping a record of customers).

As a book-marketing expert, Stielstra found the driest tinder when the Rick Warren organization tapped into the Christian faith community in America to market The Purpose Driven Life. An initial six-week campaign for Purpose Driven Life involved 1,200 people who read the book each day, listened to sermons each Sunday, and met with friends each week in book study groups. At the end of six weeks, 400,000 people were intimately familiar with the book. Within four months, 2 million books were sold. More than 5,000 churches signed up during the fall 2004 campaign.

“From the first campaign and for the next couple years,” explains Stielstra, “it seemed that for every book sold at a discount to someone in a church-based campaign, five more books were sold through retail stores. By focusing on the driest tinder within the church and encouraging them to spread the word, we were rewarded with many more sales to people beyond its walls. Fanning the flames didn’t just double the campaign’s impact, it multiplied it by a factor of five!”

In an exchange I had with Rick Warren, the author emphasized that his personal pre-existing contacts with pastors and church leaders was key in creating initial interest in his book. That very limited, specific market was the driest tinder, the book study groups was the match which produced customer benefits, and ministers and study group members talking up the book was the all-important fanning of the flame. The bookkeeping function of saving the coals by recording customers into a database is a sometimes-overlooked step which promises to deliver repeat customers.

Early on film producers wouldn’t touch “The Passion” and so Gibson employed PyroMarketing techniques to generate $500 million to become the top-grossing R-rated movie of all time. By the fifth day alone, the film had earned $125 million in box office receipts against only $45 million in combined production and marketing costs.

While it is amazing when you look at the success of Warren and Gibson, PyroMarketing techniques are not a collection of hidden secrets suddenly discovered. In my own practice, I find it helpful to re-evaluate all my processes to make sure all elements are followed and to look for new angles to pursue. Part of this constant evaluation of how I meet customer needs involves keeping up on what’s going on in marketing, promotion, public relations, and publishing. To accomplish this I am reading constantly to keep pace and better understand how my colleagues are thriving. That’s why I recommend anyone read Stielstra’s book, PyroMarketing: The Four Step Strategy to Ignite Customer Evangelists and Keep Them For Life. I have experienced success promoting authors using the same basic principles Stielstra spells out in his book and found that discussion to be a very helpful check-point.

In book marketing, a book cannot be promoted without first identifying who the readers are in advance of a single sale. When we find the reasons why that reader will read that book, we then craft the most effective message to be conveyed to the information sources that reader relies upon. We don’t bombard the market with propaganda but send out promotional information to selected streams that reach specific persons. That approach has always worked and always will. Salesmen know that you can’t sell a refrigerator to an Eskimo because he has no need of one, but you’d have a shot at selling him thermal underwear.

So in drawing up a promotion plan for a client, I first find the niche(s) the client can go after and determine how that specific media can be pursued. Getting media coverage is all about creating interesting angles. I try to find out everything I can about the author using a questionnaire that even asks about fraternities or sorority membership, roommates in college, and other tidbits about them personally and about the book itself.

To successfully market a book, Westwind Communications determines who will read it and then targets that media directly. By way of example, one of my clients has published a book of poetry. Now the average person won’t buy a collection of poetry. However, certain people love poetry. So we aim our book marketing efforts for this client to poetry magazines, poetry web sites and poetry societies who are the “driest tinder.”

The reason most authors seek book reviews is that the people reading them represent the “driest tinder.” You don’t read book reviews unless you are looking for a book to read or give. So, it makes sense to target reviewers at media outlets. Furthermore, people will tell their friends about a book review they read in a magazine or newspaper, see on television, or hear on the radio because the media is a third party, disinterested source disseminating the information. That’s why getting book reviews is so important in starting the “word of mouth” every successful author desires. The challenge is that these reviewers are bombarded with hundreds or thousands of books every year and it takes skill to cut through the clutter to get a book reviewed.

For any author, we make sure galleys and the finished books are sent to the reviewers at major publications and broadcast outlets. We write and send press releases, pitch letters in an electronic press kit, and make follow up phone calls to media outlets encouraging reporters and reviewers to write about our client’s book. Being reviewed by The New York Times, Washington Post, The Chicago Tribune, The Los Angeles Times and USA TODAY are major goals. In fact USA Today has 4.3 million readers every day. Furthermore, it gets more notice from the other media than the other four newspapers combined. That’s a major reason why we will make a concerted effort to get our authors noticed by USA TODAY.

We also contact national magazines and others that may be interested in the author’s personal story. Sometimes the media is more interested in the author than the book itself and that is just one more angle we’ll use to promote our client’s book. We contact TV and radio outlets. Every day thousands of interviews are conducted on TV and Radio stations across North America and several hundred are with authors. We have developed relationships with many producers over the years and those contacts combined with well-thought-out pitches produce results.

I regularly attend major media events in New York City for face-to-face meetings with journalists, editors, writers and producers from top national magazines, newspapers and radio/TV programs. I have successfully pitched such media outlets as 20/20, Prime Time, CNN, People, Good Morning America, Newsweek, Time Magazine, Dateline NBC, The View, Oprah’s O magazine, Cosmopolitan, Fox News, Good Housekeeping, Newsweek to name a few.

Details on Stielstra’s PyroMarketing approach are given at www.pyromarketing.com. Learn more about Westwind Communications’ book marketing approach at www.westwindcos.com/book For a copy of a review I wrote on Stielstra’s book, or for more information on book marketing and book promotion contact me by email at scottlorenz@westwindcos.com or by phone at 734-667-2090.

Scott Lorenz is President of Westwind Communications, a public relations and book marketing firm that has a special knack for working with individuals and entrepreneurs to help them get all the publicity they deserve and more. Lorenz has handled public relations and marketing for numerous authors, doctors, lawyers, authors inventors and entrepreneurs since 1980 and is an integral part of the strategy for many authors in their own book marketing. Learn more about Westwind Communications’ book marketing approach at www.westwindcos.com/book or contact Lorenz at scottlorenz@westwindcos.com or by phone at 734-667-2090.

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As a book publicist, I talk to authors and clients every day and most have two ultimate goals: Get on Oprah and get reviewed by The New York Times Book Review. As one of the most influential and widely read book review publications in the industry, a write-up in the New York Times usually results in a strong sales surge and other media outlets writing about the book as well.

In the New York Times article, “Secret Workings of ‘Times’ Book Review Exposed!,” Gewen discussed who takes part in the review, how books are ultimately chosen, and how unglamorous the job really is in the Times building.

Gewen says The Book Review does not print the names of its editors except when they write articles. Furthermore, he stated that there are only about 17 people on the Review roster including support staff.

First named is Editor Sam Tanenhaus who came to the Times with intentions of creating “fireworks,” but found that with all of the “disgruntled authors, agents, editors and publishers who call to complain about coverage,” reality can be wearing. “There is no bitchier industry than publishing,” Gewen said.

In addition, preview editors – Alida Becker, Rachel Donadio, Dwight Garner, Barry Gewen, Jennifer Schuessler, and one other editor – are responsible for “choosing books, finding reviewers, and editing.”

There is also Deputy Editor Robert Harris and Senior Editor Dwight Garner, as well as copy-editors, an art director, a children’s editor and a clerk on the team.

The process of deciding what gets reviewed and what doesn’t is quite demanding work. “It begins with the clerk who goes through the pile of 750 to 1000 advance manuscripts that the office receives each week,” says Gewen. However, don’t expect your self-help book, reference guide or travel manual to get any attention in the initial review by the clerk. Those books are “tossed.”

Then, the rest of the manuscripts are taken to Tanenhaus’s office where the senior editor and deputy editor divide them up and get rid of more.

This leaves the six preview editors with about 25 books to look through. Keep in mind this winnowing process has just cut upwards of 750 or more books! Gewen said he spends at least a half hour on each book and chooses four or five, then rejects the others. Reasons most often cited for exclusion, “too narrow for us” or “workmanlike.”

In an interview with Tanenhaus by Michael Orbach of “Knight News, ”If a writer is not bringing something new to the conversation or is not very well-established with a following, long-awaited book, or has really superb narrative or analytical skills, there’s a good chance the book won’t get reviewed.”

In another article that tries to depict the workings of The New York Times Book Review, “The Book Review: Who Critiques Whom- and Why?” by Times Editor Byron Calame, Tanenhaus continued to say that books often get rejected because they “lack originality” or are “packaged assemblages of smaller pieces.”

And for those of you authors who want your first novels to be reviewed, Tanenhaus said, “It has to be strikingly good.”

Competition amongst similar books plays a role too. Often authors and even publishers are unaware of another book on the same topic being published at the same time. So the New York Times may decide which one is plowing new ground and is the better of the bunch. It may only review that one book and ignore the others.

Of his job Gewen said, “One has to have a hard heart at the Book Review.”

Finally, after the preview editors choose their book selections, they meet again to discuss possible reviewers, all of whom have their own ideas of who to consider. Once they’ve made their picks from lists compiled from “scanning magazines and other publications” and talking to editors and friends, editors go to their own offices and start trying to reach people.

Overall, Calame said in his article, “Much of the judgment about the books falls into the realm of opinion – and beyond the public editor’s mandate.” As for the process, he believes that the Times editors “genuinely care about general readers and the literary world, and want their choices to have credibility.”

Though choosing books to be featured in the Book Review is a time-consuming, important task, according to Gewen, the Review is isolated from the rest of the building and its influences.

Gewen said “The Sunday Magazine lives in an office down the hall” and “pays the salary of all the rest of us.” Furthermore, he said, “There is a real class division here.” The Review editors are not in the luxurious offices as the rest of the magazine staff, but they pride themselves in believing they are “smarter” than the rest.

The New York Times Sunday newspaper circulation is 1.5 million. A 1/5 page size ad in the Book Review (1 Column X 10.87 inches) will cost a whopping $8,830 for small presses. If you’re a major publisher it’ll cost even more! Check out the rate sheet at: http://www.nytimes.whsites.net/mediakit/pdfs/newspaper/rates/2008/RateCard_Books08_EW6.pdf

The Bottom Line: If you’re an author with expectations of having your book reviewed by the New York Times Book Review there is hope. Just don’t send them a self-help book, a travel manual or self published book. And if you’re a first time novelist, save the postage and send a resume instead since it might first help to get a job at the Times. It’s proven that Times staffers have a nice edge in the review process… not that I could blame them.

Or take the advice of Garner: When asked in another “Knight News” interview by Orbach, “What’s the way to get your book reviewed?” Garner said, “Write a good one. Really.”

One More Thing: Book reviews in newspapers are dying. The Los Angeles Times published its last standalone Book Review July 27, 2008. Newspapers around the US are cutting in-house book reviewers and running syndicated reviews. Why? First they can save money and as for the pressure to save money, it’s all about a shrinking news-hole caused by advertisers shifting dollars to the internet and TV. Furthermore, conglomerates who own media outlets try to squeak the last dollar out of everything. And, finally it’s the same thing plaguing the book industry in general, sadly, a decline in the number of readers.

Scott Lorenz is President of Westwind Communications, a public relations and marketing firm with a special knack for working with individuals and entrepreneurs to help them get all the publicity they deserve and more. Lorenz has handled public relations and marketing for numerous authors, doctors, lawyers, inventors and entrepreneurs. As a book marketing expert Lorenz is called upon by top execs and bestselling authors to promote their books. Learn more about Westwind Communications’ book marketing approach at http://www.book-marketing-expert.com or contact Lorenz at scottlorenz@westwindcos.com or by phone at 734-667-2090.

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As a book marketing expert and publicist I have booked my clients on thousands of radio interviews. Here’s a list of tips I give to my clients prior to their interviews. Keep this helpful list of interview tips nearby and you’ll be glad you did!

1. Go to a quiet room in your home or office; be sure staff and/or family know you are on a radio interview and cannot be interrupted.

2. Turn off other phones, cell phones and anything else that could create background noise including air conditioners and the radio, etc.

3. Have a glass of water nearby; there’s nothing worse than dry mouth on a radio interview.

4. Disable call waiting: dial *70 and then call the studio number. This disables call waiting for the duration of the phone call. As soon as you hang up, it will be reactivated.

5. Be on time. Call the station exactly at the time they tell you, or be at your phone waiting if the station is going to call you.

6. Use a land line phone for best quality. Some stations won’t allow a cell phone interview. If it is not possible to reach a land line then use a cell phone in a stationary location and not while you are rolling down the road as the reception could be interrupted mid interview.

7. Do not use a speaker phone or a headset; again, it’s about good sound quality.

8. Be self-assured. Remember, you know your topic inside and out. Be confident in your ability.

9. Smile, smile, smile, whether on radio or TV – SMILE. You’ll feel better, and for TV you’ll look better too.

10. Put some pizzazz and energy into your voice. Try standing while you speak to liven things up a little.

11. Research the show and tailor your message accordingly. Just Google the host’s name and station and check out their web site. Is it a national audience or a small town in Ohio? What is their format? Is it News/Talk, NPR or Classic Rock or something else? You need to know.

12. KNOW exactly how much time you will have on the air as a guest, three minutes or 30 minutes…so you can tailor your answers to the time allotted.

13. Practice your sound bites—out loud before the interview. Communicate your main points succinctly. Practice this out loud.

14. Be informative and entertaining without directly pushing your book, product or service. Make the audience “want more.”

15. A kind word about the host can go a long way. It’s good manners and good business.

16. A person’s name is sweet music to them so commit to memory or jot down the name of the host and use it throughout the interview. When taking calls, use the names of callers too.

17. Be prepared for negative comments, from the host or listeners.

18. Be careful not to slide into techno-babble, jargon or acronyms that few know about.

19. Never talk down to your audience.

20. Be respectful of the host because everybody starts someplace. Today they’re interviewing you from a college radio station; in a few years they could be a nationally syndicated host.

21. Don’t Oversell. Remember you are on the air to provide useful information to the listening audience. If you are an author or selling something, limit yourself to TWO mentions of the book, product or service. You must make it interesting without the commercialism. It takes finesse but you can do it. Often times the host will do this for you and you won’t need to mention it.

22. Think of a radio interview as an intimate conversation with a friend and not a conversation with thousands.

23. Radio interviews require verbal answers, not head nodding or uh-huhs. Hand gestures don’t count in radio either.

24. Radio will often use interviews live and later cut them up for use throughout the day giving you more airplay. So keep your answer to a 10 to 20 second sound bite. You can say a lot in that amount of time and then you don’t sound like you are babbling on. Don’t go on more than a minute without taking a break.

25. Don’t just answer questions. Tell listeners something you want them to know, something they wouldn’t know unless they were tuned in, with the promise of more of the same when they buy the product or come see you!

26. Have three key messages. Short, not sermons. Sometimes the host opens the door, other times you have to answer a question and segue to a key message. A compelling message will have the host asking for more. Usually people can get in two key messages; the pros can get three. But even if you get in only one, you get a big return for the time invested.

27. Lazy hosts open with a lame: “Thanks for being here.” Boom! Give a :15-:20 sec summary message. If the host introduces you with a question, be polite, deliver your summary message, then answer the question. “Thanks, (use name), for the opportunity to talk about….Now, to your question (name)…”

28. Maintain a Positive Attitude. BE GENUINE OR TRANSPARENT. Don’t fake enthusiasm or sincerity. If you’re in a bad mood cancel the interview. Don’t pretend to know stuff you don’t.

29. Re-read the press release or pitch that got the booking since the host is going to be using that as a starting point. Often a book publicist such as myself, will tie into a breaking news event that relates to your expertise. Be aware of that tie-in.

30. After the interview write a thank-you note. Since so few people do this, you’ll really stand out from the crowd. And most importantly, you may get invited back.

31. Whether the interview is live or taped-live, if you stumble, or flub up just keep going. Often what you perceived as a mistake, the listeners won’t even notice.

32. Ask for an MP3 of the recording before the interview. Often if you ask ahead of time the producer will record the interview and then you can use it on your web site. Be sure to listen to it later and critique your performance.

33. Ask for a testimonial. Often that MP3 will arrive with a note from the host saying how much they enjoyed the interview, or that “Scott Lorenz was a great interview, he really kept our audience engaged,” or “the phones rang off the hook when Scott Lorenz was being interviewed.” You can use those testimonials in future pitches and on your web site, blog etc.

As a book marketing firm, we’ll prepare questions for our author clients ahead of time and include those in our press kits emailed to the stations. Oftentimes the radio host will read those questions right in order. Other times they refer to our questions and include some of them. We do this to help the host in case they’ve not had a chance to read the book, which is often the case.

Make sure you know your own material inside and out and are comfortable with everything in it. You are the author of the book, or the press release and they’ll ask you, “What did you mean about this or that?” You need to have the answer. You don’t want any surprises.

The bottom line, RELAX, you’ll do fine. The butterflies you’re feeling are what will drive you to do your best! Just follow these helpful tips and you’ll be a radio interview star!

Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with individuals and entrepreneurs to help them get all the publicity they deserve and more. Lorenz has handled public relations and marketing for numerous authors, doctors, lawyers, inventors and entrepreneurs. As a book marketing expert Lorenz is called upon by top execs and bestselling authors to promote their books. Learn more about Westwind Communications’ book marketing approach at www.westwindcos.com/book or contact Lorenz at scottlorenz@westwindcos.com or by phone at 734-667-2090

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