You talk to a lot of people about your book…but do both men and women hear you in just the same way?

The answer is probably no.

It’s not a question of chauvinism, sexism, or any other “ism,” for that matter. We’re just geared differently. And the more you know about these key gender/marketing differences, the more books you’ll sell. It’s that simple.

So consider these differences the next time you do a radio, TV or print interview to promote your book.

“Just the Facts, Ma’am” Versus Telling the Whole Story

According to the great “Marketing to Women” book by Martha Barletta, a book I often refer to, men tend to strip propositions down to the “nuts and bolts,” to the bottom-line reasons for buying or not buying. And the faster they can do that, the happier they are. Think of this as a sort of Dragnet, “just the facts, Ma’am,” buying philosophy.

Women, on the other hand, tend to be more information driven. You could say, the more information, the better-almost the opposite of men. Martha Barletta says women are looking for “the Perfect Answer.’ Now I realize this is a generalization-and there will always be loads of exceptions to any “rule”-but women tend to want more “surrounding” data than men do before acting.

You might try testing the above research in your next interview-talk about your book in “headlines,” outlines and shorthand if you’re selling to a predominantly male audience, but tell as much of the whole story as you can if you’re selling mostly to women.

And, as I wrote before, if you’re speaking to both genders, blend the two approaches. Decide ahead of time how to present the nuts and bolts case as well as the “inside scoop.” Maybe begin a new interview direction by doing a quick outline that covers the basics, the facts, then launch into stories that flesh out the topic…and just repeat that formula until the interview is over.

There’s another thing you need to know about marketing your book to men and women.

The Value of Warm and Fuzzy

If you’ll forgive another seeming cliché, women tend to care about the things they buy. Here’s what Barletta wrote in her book:

“Remember that women’s gender culture is geared toward empathy rather than aspiration.” She goes on to write about a hypothetical SUV ad campaign that might have particular appeal to women-it wouldn’t talk in terms of “our 270 horsepower engine” but instead of our “4,000 pound guardian angel.”

Simply put, if you’re doing media interviews to promote your book, you will be talking to a split gender audience, so it’s vital you know how to tailor your message to both men and women for a successful campaign.

Talk radio interviews are one of the bases of a potential sales homerun.  In fact, they’re custom-made for companies who want quick, affordable national exposure for their products or services.

Let’s face it, where else can you:

* Kick-off a coast-to-coast publicity campaign in less than three weeks?

* Create promotional “buzz” for your product or service at the grass-roots level?

* Reach America’s greatest urban markets – Boston to LA – from the comfort and convenience of your own home?

* And, talk directly to customers and customers-to-be?

Many companies understand all this. They know the marketing and promotional value of appearing as a guest on talk radio.  And, of course, so do we, as we’ve been arranging interviews for almost 20 years now.

And, during that time we’ve certainly learned a thing or two about the preparation that goes into booking guests on talk radio.

Let me share some tips with you:

TIP #1/ Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? Why is this important? Because, in case you haven’t noticed, talk radio is all about current events. Current events in politics, in sports, weather, health, culture. So when you know what’s current, you can package your message to fit the news…making you an attractive guest for a talk show.  Your job is to scan the network and cable news channels, the newspapers, look at news Websites, and, most importantly, monitor the talk radio landscape. Take time to listen to some local and/or national talk shows, hear what they’re talking about – get a feel for the rhythm of it.  Most of all – get a pulse of the public listening in.

TIP #2/ Tie-Ins To The News

I mentioned “packaging” your message? That’s a key. As you follow the hottest stories in the news, think of ways you can tie in your product or service to them.  Look for controversy or big names, big money or even relationship issues…these are always tantalizing topics for many talk show hosts (and their listeners). Developing a good angle that’s newsworthy means you might even be able to get on the air with your product – we’ve had success doing that a number of times.

TIP #3/ Pitch Your Topic

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you.  They want an interview, not an infomercial. So, when pitching to hosts and producers, put emphasis on the issue you want to talk about on the air, rather than on your product or service. There’s no need to worry…once on the air, you’ll be given plenty of opportunity to plug during the interview.

TIP #4/ The Right Press Release Formula

Nothing is more important than the press release itself – it’s your key to the media’s door.  The quality of our press releases have everything to do with our success in booking guests.  You want to make sure your headline is enticing – it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about.  It’s always good to include a couple of juicy or provocative quotes.  Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

There’s plenty more to learn about, but these few tips can help jump-start you into the world of talk radio.

Find out what my clients are saying about Radio and TV Interviews…

You always hear me talk about the promotional value in appearing as a guest on radio and TV.  We at EMSI know this to be true because of the feedback from our clients who skillfully use these mediums.  But, this week two of our clients had such great successes, that I wanted you to hear from them directly about their phenomenal results.

Last week Dr. Anthony Martin, who is using a book to promote his natural health products, appeared on The Daily Buzz, a Nationally Syndicated TV show.  He was thrilled with the interview and the response he got.  He said:

“Thanks for getting me on THE DAILY BUZZ!  Wow!  We had a record number of visitors to our website which of course means great online sales and a huge number of people added to my data base for future sales.”

Of course, we were thrilled as well!

Another client, Howard Ruff, best-selling author of “How To Prosper During The Coming Bad Years In The 21^st Century” is using talk radio to promote his highly respected financial newsletter, The Ruff Times. Howard told me:

“There are three things I have to say about talk radio.  First, you get better and better in telling your story.  Second, talk radio listeners are intensely interested in what you have to say, and respond well. I have done about 10 interviews so far, and have acquired over 5,000 names at my website, and they are prime leads for my marketing efforts.  Third, talk radio listeners will often do business right now.  I have done somewhere in the neighborhood of 50 newsletter subscriptions — that’s around  $7,500 in business so far — and we haven’t even started marketing to the people who hit my website!”

I enjoy this feedback from my clients as it confirms what I know to be true.  The power of the media can be an incredibly effective promotional tool.

Look, the winning formula is clear – if your message has mass appeal, the quality of your product or service is high and you know how to use the media to reach your consumers, you can experience the same successes.  Actually, even if you haven’t had practice with the media – don’t let that stop you.  EMSI’s clients receive media coaching at no additional charge.  We want you to be the best you can be for the radio and TV interviews we arrange for you.

The bottom line is simply this – your products or services aren’t going to sell themselves. And, when you consider that millions of products are released into the market every year, you need to do everything you can to let people know about yours – and how it will benefit them!

But, the media is pretty selective about who they want on their shows.  So, if you qualify as a guest, you should definitely take advantage of this opportunity to have a live conversation with thousands of prospective customers.

And, while most public relations firms charge hefty monthly retainer fees without offering any guaranteed media results, my firm has a completely different approach.  At EMSI you don’t pay a monthly retainer, instead you only pay for the radio and TV interviews we arrange for you.

There’s one more thing you should know.  Because we don’t collect a monthly retainer, we have no vested interest in taking a long time arranging interviews for you.  Instead, our vested interest is in getting you on quality shows as quickly as possible because if you get the results you want, you’ll sign on for more interviews.

If you want to learn more about how we can get the media interested in your products or services, then call my partner Steve on 727-443-7115, Extension 202 or email him at steve@emsincorporated.com.  Steve will enjoy the opportunity to learn about your promotional goals and how we might be able to help.

We look forward to hearing from you!

Talk radio interviews are one of the bases of a writing homerun.  In fact, they’re custom-made for non-fiction authors who want quick, affordable national exposure for their titles.

Let’s face it, where else can you:

* Kick-off a coast-to-coast publicity campaign in less than three weeks?

* Create promotional “buzz” for your book at the grass-roots level?

* Reach America’s greatest urban markets – Boston to LA – from the comfort and convenience of your own home?

* And, talk directly to fans and fans-to-be?

Publishers and best-selling authors understand all this. They know the marketing and promotional value of appearing as a guest on talk radio.  And, of course, so do we, as we’ve been arranging interviews for almost 20 years now.

And, during that time we’ve certainly learned a thing or two about the preparation that goes into booking guests on talk radio.

Let me share some tips with you:

TIP #1/ Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? Why is this important? Because, in case you haven’t noticed, talk radio is all about current events. Current events in politics, in sports, weather, health, culture. So when you know what’s current, you can package your message to fit the news…making you an attractive guest for a talk show.  Your job is to scan the network and cable news channels, the newspapers, look at news Websites, and, most importantly, monitor the talk radio landscape. Take time to listen to some local and/or national talk shows, hear what they’re talking about – get a feel for the rhythm of it.  Most of all – get a pulse of the public listening in.

TIP #2/ Tie-Ins To The News

I mentioned “packaging” your message? That’s a key. As you follow the hottest stories in the news, think of ways you can tie the message of your book into them.  Look for controversy or big names, big money or even relationship issues… These are always tantalizing topics for many talk show hosts (and their listeners). Developing a good angle for your book that’s newsworthy means you might even be able to get on the air with your novel – we’ve had success doing that a number of times.

TIP #3/ Pitch Your Topic, Not Your Book or Yourself

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you.  They want an interview, not an infomercial for your book. So, when pitching to hosts and producers, put emphasis on the issue you want to talk about on the air, rather than on your book. The fact that you’ve authored a book gives you credibility “currency,” so spend it wisely when pitching your cause. There’s no need to worry…once on the air, you’ll be given plenty of opportunity to plug your book during the interview.

TIP #4/ The Right Press Release Formula

Nothing is more important than the press release itself – it’s your key to the media’s door.  The quality of our press releases have everything to do with our  success in booking guests.  You want to make sure your headline is enticing – it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about.  It’s always good to include a couple of juicy or provocative quotes.  Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

There’s plenty more to learn about, but these few tips can help jump-start you into the world of talk radio.

The scramble for this fall’s book promotion is about to get underway.

Whether you’re a new author, new publisher, or just someone who’s been in this business a long time, you probably understand the reality here.

With nearly 300,000 books published every year, it takes real know-how and promotional intensity to make sure your book stands out from all the other new books being released.

You need that promotional intensity because, with deep pockets, your competition is very serious about how they play the book promotion game.

So, in order to win, you need to know two basic rules.

Rule 1: The Media is Your Best Path to Consumers

The big publishers know the value of great media exposure and what it can mean to the success of a new book.  The game to win is getting on the air and in the news, as soon and as often as possible….and ahead of everyone else!

Considering that fall is a prime publishing season, you need to get a jump-start on your competition – preparing your materials and creating your media strategy NOW.  Why?

First: RIGHT NOW, every book publicist and publicity department at publishing houses have their strategies defined and press materials in progress, or in many cases, in place.

Second: What many book marketers don’t realize is that there are a finite number of media opportunities available for guest interviews. It’s not like buying advertising time to promote your book where your money is all that matters.

Third: There are a finite number of media opportunities for specific topics! Let’s say your book is about real estate investing, and there’s a similar new book just released from the big boys. Since the morning news shows are slated to only do a couple of stories, at most, about your topic, the race is on to secure those slots. Whether it’s just you (the author) or a big publishing house, it will still come down to who got to the producer first with the best pitch.

Rule 2: Know the Media Timelines

Timelines are how long it usually takes for each of the different media to “bring you to the public.” For example:

1. Magazines. They have the longest lead time-monthly publications often schedule 3 to 9 months “out.”

1. Book Signings. If book-signings are part of your strategy-and they should be-even if only on a local level — you need to work these well in advance of radio and TV. Particularly if your book is a fall release. Competition for book-signings is fierce this time of year. If possible, we’ll start as early as 3 months in advance.

1. Local TV. We find it best to pitch producers 4 to 6 weeks in advance. Yes, some producers ask us to call back closer to the date our author will be in town… but even in this case, we’re still there first with our pitch and have hopefully left a positive enough impression to land the segment.

1. Radio Interviews. Two weeks in advance is a good rule of thumb. Sometimes producers will want you sooner, but this depends on the timeliness of your topic.

1. Newspapers. We pitch local newspaper journalists one to two weeks in advance, not earlier.  Daily papers are looking for “news” and unlike magazines they’re not planning as far into the future.

As you can plainly see, you need to start your campaign plans right now, right in the middle of summer. That’s the case whether you’re handling your own book promotion or hiring professionals like us to do the job.

And, if you are looking for professionals to help you-keep us in mind. For nearly twenty years now, we’ve been getting media exposure each and every week for non-fiction authors, publishers and a host of other clients.

The difference between us and many other PR firms is our slogan: Guaranteed Media Attention. We guarantee what we’ll do for you. If you pay for talk radio interviews, you’ll get the number of talk radio interviews you paid for.  If you want TV coverage, you’ll only pay for the TV appearances we arrange. Period.

American companies are tightening their advertising budgets and finding new ways to entice customers amid nationwide economic woes.  MarketingSherpa’s 2008 “Marketing During an Economic Downturn” survey reports 60-percent of large companies are significantly shrinking traditional type marketing budgets this year.

“What happens is that the current economic crisis puts pressure on advertisers to save money and find more effective marketing channels,” said Karsten Weide, program director of Digital Marketplace and New Media at IDC.

While much of what is left of the marketing budget is being filtered into online media, traditional advertising like newspapers are facing the biggest dip in revenue in 50 years according to The Newspaper Association of America (NAA).

This advertising cutback is prompting many businesses to seek out cost-effective alternatives, such as PR, to build their small and mid-sized businesses into larger ones.

Although corporations may understand the power of public relations, many assume that a media-focused PR campaign is beyond their fiscal reach.  This comes down to the fact that most traditional public relations firms charge hefty monthly retainers without offering any guaranteed results.

Yet, when it comes to PR the results are all that matter.  Executives are demanding more bang out of every buck, with none of them wanting to pay for pitches that don’t pan out.  At the end of the day, executives and decision makers need to know that their financial investment will be rewarded with a measurable return.

None of this is news to Marsha Friedman, CEO of EMSI (Event Management Services Inc.).  A pioneer in pay-for-performance PR, her firm has been delivering guaranteed results for their television and talk radio campaigns for nearly twenty years. To her, there’s nothing “trendy” about it.

Friedman says, “While most PR firms want to be paid for the entire campaign procedure, the philosophy of our firm is to only get paid for the media exposure we obtain.  We developed a fee structure based on the delivery of radio and TV appearances, which forces daily focus on the end result instead of the process.  Let’s face it.  In this economy, when it comes to PR, clients are hungry for tangible results.”

A growing number of marketing departments and CEOs across the nation are sitting up and taking notice. In these critical economic times, marketing dollars are a precious commodity and must be invested wisely.

I thought you might enjoy reading an article I wrote which was published in the February 2008 issue of PMA (The Independent Book Publishers Association).  Since the article was lengthy, I’ve split it up into two parts so that it is easy to read.  This is part one:

Most people seem to believe they can write a press release, mail or email it to a radio or television station, and sit back and wait for the avalanche of phone calls.  But as time passes and no producers are beating down the door, they make a few phone calls only to discover that no one even read the release.

The following are components of radio and TV press releases that will make your show idea come to life for producers and hosts, and also position you ahead of the pack.

1. Headline! Headline? HEADLINE!!!

Arguably the most important aspect of your press release, headlines are so vital that entire books and seminars are dedicated to the art of constructing the most effective ones.  Now, don’t let this scare you.  Writing a killer headline is definitely a skill that can be developed; all you need is a clear and concise overview of your topic.

Write down your show idea and look it over.  Now look it over again, remembering that it should be an idea for an interview that relates to your book but most definitely not a summary of the book’s theme or content.

What is your key message? Is your show idea newsworthy? Are there any well-known people you can tie into your topic?  Do you have any impressive statistics that are relevant?  Does anything controversial tie directly into your subject?  The answers to these questions will help you develop a headline that will capture the attention of producers and hosts.

First and foremost, your headline must instantly communicate the topic of the show.  The test is, if you can envision what the conversation will be about just from the headline – you’ve got it!

Generally, headlines should be no longer than one sentence.  As this is a lot of weight to put on a single sentence, sometimes you will need a subhead to support it.  The result is that anyone who reads the headline and subhead together will immediately click on the concept of the show.

Here are two examples of the successful headline and subhead combination:

Global Economic Chaos?

Expert Reveals Predictions on Grim Future of US Economy

Are Personal Conflicts Ruining Your Life?

How to Successfully Resolve Squabbles in Everyday Life

2. Topic Summary

This is your chance to present a concise summary of your show topic.  It should continue naturally from the headline and expand on it.  The headline gets the attention, and the discussion topic gives the reader more.

The discussion topic component of your press release should be two or three sentences, tops.  Again, try to tie your topic to current events, big names, big money, or controversy.  Don’t be worried about repeating yourself in different sections of the press release. After all, you want to get a cohesive point across!  Tip: Try writing the headline and topic summary together.

Here is an example of a headline with a topic summary.  Notice the bolded words and how they tie the two together.

Global Economic Chaos?

Expert Reveals Predictions on Grim Future of US Economy

The United States is about to move into a period of major economic chaos and poverty that will wake up people to overthrow the rule of money in society in a ballot-box revolution.  Let an internationally renowned expert reveal predictions on the grim future of our economy.

3. Talking Points/Question

These are an absolute must for radio and TV because they are the shaping tools that guide the host through your topic.  Often, hosts read directly from press releases during an interview.  This not only makes them look knowledgeable; it saves them heaps of time.  So why not have them ask you questions you’ve created, enabling you to get your specific message heard?  This makes you look knowledgeable and makes for a great interview!

Yet again, you will need to tie in current events and any controversy that will stir interest.  Generally, it is good to give no more than 7 or 10 of these conversation shapers.  For instance, here are a few questions that were used in a release for a radio show on “How to Find the Perfect Pet for Your Lifestyle”:

• What are the primary reasons people decide to get a pet?
• What criteria should people follow when choosing a pet to make sure it fits into their lifestyle?
• What can families do ahead of time to determine what type of pet is best for them?
• How can families prepare children for the responsibility of caring for a pet?
• What are some of the things people need to consider before adopting a puppy or other young animal?

If you do get invited as a guest, your interviews will generally last anywhere from 10 to 30 minutes for talk radio and 3 to 5 minutes for TV.  So, concise is a word you should keep in the forefront of your mind.

Remember: The more you focus your questions on the topic of your book, the more interested listeners will be in it.

Well there you have it: the first 3 pieces of the press release puzzle!  Coming up: the final two pieces.

Chances are that whether you are the owner, manager, or public relations director of a company, you are always looking for ways to be in the public eye.  While advertising is important, it doesn’t provide the credibility that PR can.  Al Ries, marketing guru and strategist says in his book The Fall of Advertising and the Rise of PR, “For most companies today, PR is far too important to take a backseat to advertising.  In many ways the roles are reversed, PR is in the driver’s seat and should lead and direct a marketing program.”

A smart way to apply Ries’s advice is to secure valuable publicity for your company by appearing as a guest on talk radio.  It’s a great vehicle for speaking directly to thousands (and sometimes millions) of listeners tuning in to hear what you have to say!  In the enthusiastic words of one of our clients Dr. Cass Ingram, “Our sales have grown into millions per year from talk radio interviews alone!  Regular, consistent radio publicity really works!”

Imagine that being your success!

Appearing as a guest on talk radio is a fantastic marketing medium, but if you are not media savvy it is difficult to know where to begin.  The first step would be to know how to write a powerful press release for this specific medium.

When it comes to press releases most people believe they just can write one, email it to a list of radio stations and sit back and wait for the avalanche of phone calls.  But as time passes and no producers are beating down their door, they make a few phone calls to the producers and hosts only to discover that no one even read the release in the first place.  So, all of that time and work goes down the drain bringing you back to square one.

How to Get Started

The most challenging part of writing anything is getting started.  Looking at a blank page with a head full of ideas can be frustrating.  Which one do I use?  Which one will get the response that I need?

The first step is to understand that you’re writing to radio hosts and producers who are inundated with press releases and phone calls every day.  They are looking for the hottest show ideas that their listeners will enjoy.

So, come up with a show idea.  Easy?  Well not necessarily easy, but it is your chance to flex those creative muscles.  Think about how you can tie your product, service or message to a newsworthy story that would grab the attention of a producer.  Think outside the box a bit…some of the best radio show ideas live there!

Now that you have your show idea there is something else to consider: why should a producer interview ME?  The answer is simple: Radio shows need experts, not unqualified guests sharing opinions.

And, you are an expert!  Think about it: who knows your product better than you?  You can talk about the problems your product solves with more knowledge and enthusiasm than anyone else out there.

With a good show idea that ties your message into the news — combined with your experience and expertise on the subject — you now have the tools to start working on a radio release that will get producers calling you!

As I promised, here is part two of the article I wrote, recently published in PMA (The Independent Book Publishers Association):

4. Topic Overview

Once you have gained attention with your eye-catching headline, topic summary, and talking points, it is time to present your full show idea.  This is when to position yourself as an expert on the topic.

Do not write a sales piece here.  Write the show.  Work the author’s name, personal quotes, and book title into the overview.  Use the following liberally to build your topic and profile: statistics, testimonials, current facts, specifics from relevant news stories, and professional credentials.  Use anything that will interest the producer, the host, and their audience.  Try to limit this section to no more than a page; the ideal range is four to six paragraphs with no more than four sentences in each one.

A Topic Overview for the show on pets discussed earlier read:

For some people, “cute” is the only criterion they follow when choosing a new pet.  But deciding which pet to adopt based solely on the animal’s appearance can set new “pet parents” up for disaster.  After all, puppies don’t look quite so cute when they’re chewing your furniture!  Lack of foresight is one of the top reasons an estimated 6 to 8 million unwanted pets end up at local animal shelters each year.

Enter pet expert Dr. Diane Pomerance, author of the new book Pet Parenthood: Adopting the Right Animal Companion for You.  As a bonafide animal lover, she wants to help prospective pet owners understand how to make the best decision when choosing a new pet – and to recognize that adopting a pet is a lifetime commitment and responsibility that requires much thought and planning.

“There’s no denying the attraction to a cute puppy or kitten,” says Dr. Pomerance.  “But people need to be fully prepared for what’s truly involved in caring for that animal.  Realistically speaking, they are bringing a child into their home.  If you don’t have the temperament, the schedule, or the space requirements to meet those needs, you should consider a pet that does fit your lifestyle.”

Another important factor that often goes overlooked is how children in a family will interact with a new pet.  Pets make wonderful companions for children and can help teach them compassion, responsibility, and respect for all living creatures, as well as boost their self-esteem.  But it’s important to determine ahead of time what type of animal best suits the household and what role each family member will take in caring for it.

Money also comes into play when adopting a new pet.  Vet bills can be expensive, and upkeep for some animals can be costly if they develop health problems.

“The reality is, pets can be expensive and time intensive.  When you love your pet, obviously you want to provide the best care possible.  So it is important to understand the costs and responsibilities ahead of time when choosing your pet.”

5. Biography

Oddly, this is the element people tend to forget, underplay, or overplay.  It is important to position the author as an expert.  You can cite a variety of qualifications – education, career, relationships, memberships, travel history, odd pets, and more.  If the book is about religion, for example, anything the author does that pertains to religion is applicable.

Two warnings: Sensationalizing and author’s credentials will immediately turn producers and hosts off; and simply rehashing a resume with bullet points is an absolute no-no.

If you take your time developing exactly what a book related interview segment will be about, and then put lots of thought into developing a press release that clearly reflects your planning, you will command more media attention.

You hear from me all the time about the power of publicity and how it is a great, cost-effective method of creating “buzz” for your books, products or services.  But I want to share another tip: the importance of staying in the public eye.

Why?  Every year the American public is hit with nearly 300,000 newly published books and an endless number of products and services.  The point is that no matter what you sell or promote, you have fierce competition to contend with.  Your challenge then is to stay ahead of your competitors and continuously be in the face of your prospective customers.

How do I know this?  As a business owner for nearly 20 years, I know the effect that “buzz” marketing has had on my own businesses.  And, like many companies, without a large marketing budget my challenge has always been to think out of the box and find cost effective marketing solutions that keep my company and name in front of my audience.

Any “buzz” marketing starts with a little “Marketing 101.”  Simply put, identify your audience and then make yourself known to them – over and over again. But stay in front of them with quality information that will benefit them.

How do you do that?  I think you know my answer: THE MEDIA!  You’ve probably heard me say a million times that the media is the pathway to consumers… and it’s true!  How else can you gather a captive audience of thousands or millions at one time, who listen to you talk about your book or product for 10 to 20 minutes?  That’s some powerful buzz marketing.

But, it’s media exposure on a continuous basis that creates this “buzz”.  It provides credibility you can’t put a price on and at the same time, generates a valuable level of brand awareness.  And, unlike consistent advertising, on-going media exposure won’t kill your marketing budget.

Now don’t get me wrong.  I’m not suggesting that “buzz” campaigns will supply instant sales results.  I’m saying, if you are consistently in front of your customers with valuable information, eventually the “buzz” will bring them in.

As an author, you may have recently published a book.  In writing this title, you dedicated much of your time and passion in order to create a final piece of work that can be enjoyed by people everywhere!  But getting your book noticed is no easy feat.  In this crowded marketplace (there were nearly 300,000 books published in 2007 alone) you MUST take an active approach to let book buyers know that your book exists, on both a national and a local level!

While national media exposure for you and your book is ideal, there is great power in local media exposure as well.  By focusing on your hometown media outlets you will be able to build a solid base of fame and recognition from which to grow on.  Creating as much “buzz” as you can locally will compliment your national campaign to no end and it also gives you invaluable media experience when the national media starts to knock on your door.

Fortunately many local journalists and on-air personalities enjoy interviewing local authors and experts like yourself.  This gives you an upper hand in grabbing their attention, and you will also gain their support in spreading the word about your book!

If you want to create solid book “buzz” in your hometown, I would recommend the following actions:

*Book Signings: When it comes to the secret weapon of gaining local exposure for your book, they don’t make ‘em any stronger than this!   At every book signing:

• Books will be stocked on their shelves after you leave, unless of course you have a sell-out
• You’ll receive free advertising and promotion in the book store’s customer mailings
• You’ll have prominent placement for as much as a week prior to your signing
• You’ll earn powerful third-party endorsements by store employees whom have met you during the signing

(If you would like more information about the Hidden Values of Book signings, please click here to request your copy of my article “The Truth About Book Signings”)

Book signings are a goldmine for local publicity.  I strongly suggest doing as many as you possibly can, including all stores that are located within a 100 mile radius.   Even ask friends and relatives to see about setting up book signings for you in their hometowns.  The name of this game is not only to create the local “buzz”, but it is also “let’s sell some books!”

*Talk Radio Interviews and Television Appearances:  Generally speaking, every city has radio and television programs that have a format for guests.   Do your research on the web to find the main stations that broadcast in your hometown.  Then go to their website where you will find information about the shows they broadcast.  Look for those with a format for guests and find the contact information for the producer.  Then call and pitch yourself as a guest.  How many should you aim for?  AS MANY AS POSSIBLE!

*Local Newspapers and Magazines:  When it comes to the print media, at EMSI we find that “Tips” type articles have an extremely high pick up rate with newspapers and magazines.  If your topic offers any sort of solution to a problem, then a “Tips” article is what I would suggest.  Write an article that gives 5-7 helpful, quality solutions (or “Tips”) to a problem that many people face.  Next, identify the newspapers and magazines in your local market, go to their website and find the right “beat” your topic falls in – for example – religious, business, health, lifestyle, etc – and send your article to the journalist that covers that “beat.”  If there isn’t one person in particular that you can identify, “as you’ll find in smaller weekly papers” send your article to the editor – in – charge.  Make sure that the article is professional and print worthy,  if so some publications will print it “as is.”  But since you’re a writer, this should not be a problem.  And once again, get as many print placements AS POSSIBLE!

The Advantage of Hiring a Publicity Firm

You have been working yourself to exhaustion for countless hours and it’s finally finished.  After a lifetime of dreaming, you are finally holding it in your hands.  Your book: the focus of all of your energies and a labor of love.  You want the whole world to hear about it (and hopefully buy it), but you aren’t sure how to make that happen.  If you have limited budget, one of the best and most cost-effective ways to let people know that your book exists is talk radio.

There are publicity firms who specialize in booking authors on talk radio, but what are the advantages of hiring them?  Here are 5 advantages of hiring a publicity firm to promote your book on talk radio:

1. They Know How to Play the Publicity “Game.”

Most authors know that they need media exposure, but have no idea where to start or who to call.  Generating publicity can be difficult and even complex.  You have to know the right shows, the right stations, the right producers, and the right time to call.  Hiring a publicist takes out all of the guesswork.

2. They Will Help You Develop Your Message.

One of the most valuable things a publicity firm can do is help you develop the right message or angle to use to get the media’s attention.  They will examine your book and message and will be able to pick out the angle that will maximize interest in you and your book.

3. They Will Get Your Message to the Right People.

While it’s true that you can call radio stations and attempt to book yourself, you may not get very far.  Many hosts and producers won’t even consider a guest unless they are represented by a publicist, assuming they even take your call in the first place.  A good publicity firm knows how to provide a show producer with everything they need to book you as a guest.

4. They Have Established Relationships with the Media.

Experienced publicists have cultivated strong relationships with talk radio hosts and producers.  In some cases, these relationships last several years and help open up doors that might otherwise be closed.  Often, a host will book a guest solely based on the recommendation of a trusted publicist.

5. They Have the Experience to Guide You.

Going out there and doing interviews without any tips or any guidance can be quite daunting.  A good PR firm will be able to coach you on the fine point of “talk radio etiquette” and will be able to help you correct any missteps you might make.

By factoring in all of these advantages, we can help alert the masses about your book.  As specialists in book publicity for nearly two decades, EMSI has the experience and the know-how that you need to help accomplish your goals.

If you want to hear more about our affordable talk radio campaigns and why we are one of the country’s leading resources for talk radio guests, call my partner Steve today at 727-443-7115, Extension 202 or email him at steve@emsincorporated.com.

Nothing beats a real-life conversation and we are more than happy to spend as much time as needed to help guide you to a successful book promotion!

You know how hard it is to write a book.

It may be a labor of love, but it’s still a labor.  And while you’re not out there cracking rocks with a sledgehammer, some might even call it hard labor.  That’s okay.  Nothing good comes easy.  And there’s no question that you’re wonderfully suited for this kind of labor, right? But the problem – in fact, the big, sneaky surprise – comes shortly after you finish laboring on your masterpiece:

That’s when most authors realize they face the brand new labor of promoting their books, too.

What do I mean?  I mean that, unless the good publishing fairy comes down and waves its magic wand over your book, you’ve got to jump into the promotional trenches and fight, tooth and nail, to get your book anywhere near the bestseller lists.

It’s not fair, I know.  Call it the double whammy of publishing – as hard as it is to write a good book, it can be even harder to promote it.  Which has, sadly enough, turned out to be the death sentence for far too many “could-have-been” bestsellers.  After all, how many authors have been great at the first “whammy” only to throw their hands up at the second (and then, tragically, and out of sheer frustration, given up writing altogether)?

Fortunately, good book promotion doesn’t have to be as mysterious as the pyramids – you can put some little-known (but wonderfully effective) promotional “tricks” to work for you starting this very day.  For example…

Is This YOUR Month?

Ever notice how every month comes with “awareness themes?”

Take April, for example.  Among its other awareness themes, April is Cancer Control Month, Child Abuse Prevention Month, Couple Appreciation Month, National Humor Month, National Autism Awareness Month, Lawn and Garden Month, National Poetry Month and Alcohol Awareness Month.

And that’s just April. Every month has its own theme list.  And you can bet many of those months have themes aimed at your book.

So what’s the strategy here? Pretty simple, really: Tie the theme of your book to a month’s theme.  Do a good job of that, put your press release right in front of the media’s “nose,” and you could just land several high-profile interviews.

That’s one nice way of cracking into the formerly impenetrable “media fortress.” Here’s another:

Tie into Today’s News

You’ve got to be a bit more agile for this.

Whenever there’s a news story that relates to the topic of your book, cook up a strong press release and shoot it right over to talk radio producers, TV news producers and newspaper editors.  These people are ALWAYS looking for credible guests with great slants on today’s news.

How long do these kinds of news windows stay open?  Not long at all.  That’s why, as I said, you’ve got to be quick and agile.

Either that…or you’ve got to enlist the help of a PR professional who is quicker and more agile than you’d ever care to be.

You know how hard it is to develop a product.

It may be a labor of love, but it’s still a labor.  And while you’re not out there cracking rocks with a sledgehammer, some might even call it hard labor.  That’s okay.  Nothing good comes easy.  And there’s no question that you’re wonderfully suited for this kind of labor, right? But the challenge comes shortly after you finish laboring on your masterpiece.

What do I mean?  You’ve got to jump into the promotional trenches and fight, tooth and nail.  Consumers need to know that your product is out there and national media exposure is the best way for you tell them.

Call it the double whammy of product development – as hard as it is to develop a terrific product, it can be even harder to promote it.  Which has, sadly enough, turned out to be the death sentence for far too many “could-have-been” best-selling products.  After all, how many companies have been great at the first “whammy” only to throw their hands up at the second (and then, tragically, and out of sheer frustration, given up altogether)?

Fortunately, good product promotion doesn’t have to be as mysterious as the pyramids – you can put some little-known (but wonderfully effective) publicity “tricks” to work for you starting this very day.  For example…

Is This YOUR Month?

Ever notice how every month comes with “awareness themes?”

Take April, for example.  Among its other awareness themes, April is Cancer Control Month, National Decorating Month, Physical Wellness Month, National Humor Month, National Autism Awareness Month, Lawn and Garden Month, National Car Care Month and Alcohol Awareness Month.

And that’s just April. Every month has its own theme list.  And you can bet many of those months have themes aimed at your product.

So what’s the strategy here?  Pretty simple, really: Tie the message of your product to a month’s theme.  Do a good job of that, put your press release right in front of the media’s “nose,” and you could just land several high-profile interviews.

That’s one nice way of cracking into the formerly impenetrable “media fortress.” Here’s another:

Tie into Today’s News

You’ve got to be a bit more agile for this.

Whenever there’s a news story that relates to the message of your product, cook up a strong press release and shoot it right over to talk radio producers, TV news producers and newspaper editors.  These people are ALWAYS looking for credible guests with great slants on today’s news.

How long do these kinds of news windows stay open?  Not long at all.  That’s why, as I said, you’ve got to be quick and agile.

Either that…or you’ve got to enlist the help of a PR professional who is quicker and more agile than you’d ever care to be.

As publicity experts, talk radio is one of the tools that we use everyday to help our clients gain national recognition, promote their books and popularize their causes.  And because it is so effective our clients keep coming back for more!  Fact is – talk radio may honestly be one of the best-kept marketing secrets there is. There are many reasons why this is true – but let me give you ten to start with:

1. THE RIGHT DEMOGRAPHICS. Every year Talkers Magazine does a research project to profile who’s listening to talk radio.  And, every year their survey confirms that the talk radio listener is, “diverse, educated, attentive, active and affluent…” If this describes your customer – it’s a perfect match!

2. TARGET AUDIENCE. Not only are the demographics of talk radio great – but with specialty talk shows on politics, health, relationships, lifestyles, finance, consumer advocacy, sports, etc., we can identify shows that are a perfect match for your service, once we know the audience you’re trying to reach!

3. EFFECTIVE SALES TOOL. Publicity is definitely not paid advertising.  But it can be far more effective.  Just ask Dr. Arnold Goldstein, well-known financial advisor and author, “The interest in our books from radio interviews has far exceeded the response we’ve seen from our advertising campaigns.  Dollar-for-dollar, talk radio interviews has shown a much better return!”

A compelling radio interview can promote your product or service without the audience even realizing it!  And, as hosts don’t want to be bombarded with phone calls with questions about your company, they’re highly motivated to frequently mention your website or toll-free number.

4. THIRD PARTY ENDORSEMENT. Talk radio hosts have loyal followings – that’s how they maintain their ratings.  And listeners tune in daily to hear what their favorite host is talking about.  As that host is often thought of as an old friend or even a trusted advisor, when you appear as a guest on their show, listeners hear an implicit endorsement of you, your service and your message!

5. CREDIBILITY. This is a crucial ingredient in every marketing campaign – and talk radio supplies it in abundance.  One of our clients told us, “…every show I’ve appeared on – the host tells his listeners about my great expertise, my many accomplishments and how proud they are to have me as a guest!  Of course, the more important I am, the more important the host appears to be. As far as promotion and credibility goes – it just doesn’t get any better!”

6. TIME TO TELL YOUR WHOLE STORY. As a guest – you get not just 60 seconds, but ten to sixty minutes of quality time with a very targeted and attentive audience.  You have enough time to talk about your service and in many cases you have a chance to answer questions from callers.  It’s a perfect way to get your full message heard and understood by the audience!

7. COST-EFFECTIVE PROMOTION. Talk radio interviews are all done by phone.  So without ever leaving your home or office you can have a direct and oftentimes live conversation with consumers around the country.  Plus our fees for this publicity service are minuscule compared to what you’ll spend in advertising dollars to buy the same amount of air time!

8. IMMEDIATE EXPOSURE. You can be on the air within two to three weeks! And, because talk radio keeps up with changing times and topics, we can continuously create new angles for your topic that reflect current events, to keep you on the air and in the news on an ongoing basis.

9. BEST BANG FOR THE BUCK. With probably 1,000 + talk radio interviews under his belt, nutritional products spokesperson, Dr. W. Wong says, “Talk radio is the greatest way to get your message across to a large group of people at one time.  There’s a captive audience during morning and evening drive times, in the middle of the day with stay-at-home moms and people in the workplace and for those folks awake late at night.  It’s better, cheaper and faster than TV appearances.  Without question – talk radio provides the best bang for the buck!”

The 6 Little Known Facts About Profitable Positioning

What’s positioning? It’s the art of presenting your message in such a way as to convey an immediate understanding of your subject.  It “positions” your topic with other like topics in the news so that those reading your materials can easily understand the subject and how it compares to others like it.

Although positioning has been used by Madison Avenue, there is still little understanding of this concept beyond that world.  If used correctly it can put a derailed campaign back on track and create huge media success.

The problem I’ve seen with press releases about books is that they’re written with an eye toward a book reviewer…which is a perfect message for a book reviewer!  But sadly this press release will completely miss the mark when it comes to attracting the attention of radio, TV and print media as the majority of them are not book reviewers

If you’re not a big name author then you will need a lot more strategic creativity in your presentation to the media.  Let’s face it, with the massive number of titles released each year, there’s a demand on publishers and authors to get aggressive about promotion.

This battle for attention makes the job of book promotion increasingly more difficult.  Positioning may be the missing link that will pull you through. Here are some tips that we use at EMSI to position our authors to the media:

1)      The writer creating the press materials must have a solid understanding of not only the subject of the book, but also its relevance to today’s society.

2)      Look through the book and find those pieces of information, or “pearls”, which set it apart from books on similar topics.  Also keep an eye out for those statements or assertions made by the author that are alarming or ground-breaking.

3)      Find out how similar topics are being portrayed in the media.  How does yours compare?  Is it different?  Is there a new slant to it?

4)      Distill this information into a two page release positioned with current news or events and an exciting headline.  Remember that you’ve got to grab and keep the attention of a very busy producer or journalist.

5)      Don’t require the media to use their imagination to see how the topic would be of interest to their listeners, viewers or readers.  Give them an instant concept of what you are suggesting in the headline.  That’s positioning at its best.

6)      Remember to include those special features about the author that positions him or her as an authority on the topic and a qualified guest!

As publicity experts, talk radio is one of the tools that we use everyday to help our clients gain national recognition, promote their books and popularize their causes. And because it is so effective our clients keep coming back for more! Fact is – talk radio may honestly be one of the best-kept marketing secrets there is. There are many reasons why this is true – but let me give you ten to start with:

1. THE RIGHT DEMOGRAPHICS. Every year Talkers Magazine does a research project to profile who’s listening to talk radio. And, every year their survey confirms that the talk radio listener is, “diverse, educated, attentive, active and affluent…” If this describes your book-buyer – it’s a perfect match!

2. TARGET AUDIENCE. Not only are the demographics of talk radio great – but with specialty talk shows on politics, health, relationships, lifestyles, finance, consumer advocacy, sports, etc., we can identify shows that are a perfect match for your books, once we know the audience you’re trying to reach!

3. EFFECTIVE SALES TOOL. Publicity is definitely not paid advertising. But it can be far more effective. Just ask Dr. Arnold Goldstein, well-known financial author, “The interest in our books from radio interviews has far exceeded the response we’ve seen from our advertising campaigns. Dollar-for-dollar, talk radio interviews has shown a much better return!”

A compelling radio interview can promote your book without the audience even realizing it! And, as hosts don’t want to be bombarded with phone calls from listeners with questions about your book, they’re highly motivated to frequently mention your title.

4. THIRD PARTY ENDORSEMENT. Talk radio hosts have loyal followings – that’s how they maintain their ratings. And listeners tune in daily to hear what their favorite host is talking about. As that host is often thought of as an old friend or even a trusted advisor, when you appear as a guest on their show, listeners hear an implicit endorsement of you, your book and your message!

5. CREDIBILITY. This is a crucial ingredient in every marketing campaign…and talk radio supplies it in abundance! One of our clients told us, “…every show I’ve appeared on – the host tells his listeners about my great expertise, my many accomplishments and how proud they are to have me as a guest! Of course, the more important I am, the more important the host appears to be. As far as promotion and credibility goes – it just doesn’t get any better!”

6. TIME TO TELL YOUR WHOLE STORY. As a guest – you get not just 60 seconds, but ten to thirty minutes of quality time with a very targeted and attentive audience. You have enough time to talk about your book and in many cases you have a chance to answer questions from callers. It’s a perfect way to get the full message of your book heard and understood by the masses!

7. COST-EFFECTIVE PROMOTION. Talk radio interviews are all done by phone. So without ever leaving your home or office you can have a direct and oftentimes live conversation with consumers around the country. Plus our fees for this publicity service are minuscule compared to what you’ll spend in advertising dollars to buy the same amount of air time!

8. IMMEDIATE EXPOSURE. You can be on the air within two to three weeks! And, because talk radio keeps up with changing times and topics, we can continuously create new angles for your topic that reflect current events, to keep you on the air and in the news on an ongoing basis.

9. BEST BANG FOR THE BUCK. With probably 1,000 + talk radio interviews under his belt, nutritional products spokesperson, Dr. W. Wong says, “Talk radio is the greatest way to get your message across to a large group of people at one time. There’s a captive audience during morning and evening drive times, in the middle of the day with stay-at-home moms and people in the workplace and for those folks awake late at night. It’s better, cheaper and faster than TV appearances. Without question – talk radio provides the best bang for the buck!”

The 6 Little Known Facts About Profitable Positioning

What’s positioning?   It’s the art of presenting your message in such a way as to convey an immediate understanding of your subject.  It “positions” your topic with other like topics in the news so that those reading your materials can easily understand the subject and how it compares to others like it.

Although positioning has been used by Madison Avenue, there is still little understanding of this concept beyond that world.  If used correctly it can put a derailed campaign back on track and create huge media success.

If you’re not a nationally recognized brand name then you will need a lot more strategic creativity in your presentation to the media.  Let’s face it, with the massive number of products released each year, there’s a demand on companies to get aggressive about promotion.

This battle for attention makes the job of product promotion increasingly more difficult.  Positioning may be the missing link that will pull you through. Here are some tips that we use at EMSI to position our clients to the media:

1)      The writer creating the press materials must have a solid understanding of not only the product, but also its relevance to today’s society.

2)      Look at the product for those pieces of information, or “pearls”, which set it apart from others in the market.  Also keep an eye out for those statements or assertions made by the business that are alarming or ground-breaking.

3)      Find out how similar topics are being portrayed in the media.  How does yours compare?  Is it different?  Is there a new slant to it?

4)      Distill this information into a two page release positioned with current news or events and an exciting headline.  Remember that you’ve got to grab and keep the attention of a very busy producer or journalist.

5)      Don’t require the media to use their imagination to see how the topic would be of interest to their listeners, viewers or readers.  Give them an instant concept of what you are suggesting in the headline.  That’s positioning at its best.

6)      Remember to include those special features about the spokesperson that positions him or her as an authority on the topic and a qualified guest!

Here at EMSI we know the power of media strategizing and positioning.  For over 20 years we have been arranging interviews for our clients on TV and radio as well as getting their products in front of top national journalists.  And with our specialist media division News & Experts, who represents our clients to the media, we know the angles and the pitches that make them pay attention to our clients.

If you want help in getting your product the attention that deserves, call my office today at 727-443-7115 and speak with Steve at Extension 202.  Or email him directly at steve@emsincorporated.com – he’d love to hear from you!

A shocking realization occurs to many corporations not long after their product hits the market: The corporations realize their products are invisible.  It quickly becomes apparent that consumers simply can’t see their corporate products.  That comes as no surprise with hundreds of thousands of new products hitting the market every year!

With this much competition in the corporate marketplace combined with no media coverage the result is no connection to the buying public.  The corporate product hasn’t been discussed on successive talk radio shows or seen on TV.  Neither has there been any newspaper coverage nor conspicuous product reviews in popular publications.

In other words, all the known antidotes for “Product Invisibility” are absent.  Small wonder this affliction has reached epidemic proportions, shortening the life cycle of so many of them.

A horrible waste, especially since “Product Invisibility” is so readily treatable.  The antidote involves specific PR (public relations)  techniques that can quickly promote otherwise unknown products.

Here’s How It Works

We use the very latest broadcast media (talk radio and TV), print and internet publicity techniques in order to create an integrated marketing effort that has a contemporary hands-on approach!

*  For talk radio-the watering hole of the reading public-EMSI is one of the few national pr firms to guarantee 10-to-20 minute radio phone-in interviews.  And not on bottom-feeder stations, either.  Interviews are in the top 100 markets around the country, boasting 5,000 watts of power or more on the AM dial.  The corporate clients who appear on as many shows as they can possibly get on swear they owe their corporate product success to talk radio interviews.

*  For coverage in print, we first review the corporation’s product and the science behind it.  From there, as public relations specialists we write a 400 to 600 word article, designed to grab the media’s attention.  We accomplish this by writing our articles in the same journalistic style as newspapers and magazines.  This will go out to a customized database of targeted journalists at major daily newspapers, weekly newspapers, wire services, national magazines, regional magazines and trade publications that match the demographics of your target consumer.

Add to this distribution a special industry tool used by journalists looking for “that one special story,” and you end up with perhaps the most comprehensive print campaign available.  This will lead to a successful communication strategy for your product.

Of this service, one client proclaimed, “We’ve had more inquiries from journalists in the past two weeks than I’ve gotten on my own in the past year.”

*  For internet marketing, we distribute your article to a targeted group of article banks.  Article marketing is extremely valuable in building your corporate profile with consumers on the web in addition to strengthening your own corporate webpage in search engines such as Google and Yahoo!

*  Yet another way to cure “Product Invisibility” is to appear as a guest on local news shows in your hometown in addition to cities you may be traveling to.  TV appearances combined with local talk radio interviews can create hot buzz for your product and build the word-0f-mouth for your company or corporation.

*  Although appearances on major network TV shows can be a great public relations (PR) hit for you – National Cable TV opportunities can be a bonanza as well.  Now, with cable networks offering so many specific channels on so many specific topics, chances are far better for you to reach your precise target markets.   For example, let’s say you have developed a fitness product.  Maybe a show on the Discovery Health Channel or Fit TV would be a perfect, cost-efficient match.

By the way, when it comes to arranging TV appearances for our clients, we work on a contingency basis – so clients only pay when a TV appearance is actually confirmed.

Invisible No More

So you now have more targeted media options to build your corporations profile and tell your consumers about your new product than ever before.  Needless to say, pinpointed national coverage like this can instantly yank your product from the depths of obscurity…all from effective media relations.  If you’ve suffered from the ravages of “Product Invisibility”, take heart.  Your company or corporation can beat this affliction today.

A shocking realization occurs to many authors not long after they publish their books: They realize they are invisible.  It quickly becomes apparent that the book-buying public simply can’t see them…or their books.  That comes as no surprise with 270,000 books published in 2007 alone.

With this much competition in the marketplace combined with no media coverage the result is no connection to the buying public.  The author hasn’t been interviewed on successive talk radio shows or appeared on TV.  Neither has there been any newspaper coverage nor conspicuous book reviews in popular publications.

In other words, all the known antidotes for “Author Invisibility” are absent.  Small wonder this affliction has reached epidemic proportions, killing the careers of so many promising writers.

A horrible waste, especially since “Author Invisibility” is so readily treatable.  The antidote involves specific publicity techniques that can quickly promote otherwise unknown authors and books.

Here’s How It Works

We promote you using the very latest broadcast media (talk radio and TV), print and internet publicity techniques.

*  For talk radio-the watering hole of the reading public-EMSI is one of the few publicity firms to guarantee 10-to-20 minute radio phone-in interviews.  And not on bottom-feeder stations, either.  Interviews are in the top 100 markets around the country, boasting 5,000 watts of power or more on the AM dial.  The authors who appear on as many shows as they can possibly get on swear they owe their book success to talk radio interviews.

*  For coverage in print, we first review a client’s book and then do in-depth research of the topic.  From there, we write a 400 to 600 word article, designed to grab the media’s attention.  We accomplish this by writing our articles in the same journalistic style as newspapers and magazines.  This will go out to a customized database of targeted journalists at major daily newspapers, weekly newspapers, wire services, national magazines, regional magazines and trade publications that match the demographics of your book buyer.

Add to this distribution a special industry tool used by journalists looking for “that one special story,” and you end up with perhaps the most comprehensive print campaign available.

Of this service, one publisher (a client) proclaimed, “We’ve had more inquiries from journalists in the past two weeks than I’ve gotten on my own in the past year.”

*  For internet marketing, we distribute your article to a targeted group of article banks.  Article marketing is extremely valuable in building your profile on the web in addition to strengthening your own webpage in search engines such as Google and Yahoo!

*  Yet another way to cure “Author Invisibility” is to appear as a guest on local news shows in your hometown in addition to cities you may be traveling to.  TV appearances combined with local talk radio interviews and book signings can create hot buzz for you and your book.

*  Although appearances on major network TV shows can be a great hit for you – National Cable TV opportunities can be a bonanza as well.  Now, with cable networks offering so many specific channels on so many specific topics, chances are far better for authors to reach their precise target markets.   For example, let’s say you wrote a book that focused on fitness.  Maybe a show on the Discovery Health Channel or Fit TV would be a perfect, cost-efficient match.

By the way, when it comes to arranging TV appearances for our clients, we work on a contingency basis – so clients only pay when a TV appearance is actually confirmed.

Invisible No More

So you now have more targeted media options than ever before.  Needless to say, pinpointed national coverage like this can instantly yank you from the depths of obscurity.  If you’ve suffered from the ravages of “Author Invisibility” for more than one book now, take heart.  You and your writing can beat this affliction today.

Understand the reality of publishing:  you need to do more than simply write a book.  In order to be successful, you need to create national recognition and awareness of your book to the largest audience of potential readers as possible.  The bottom line is that your book needs to stand out from the 270,000 books published EVERY YEAR…in addition to the millions that are already out there!

My firm can help!  For over 20 years we have been curing “Author Invisibility” through dynamic media campaigns covering national and local talk radio, television, print and more.  In fact, here’s an unsolicited testimonial we received just last night from one of our clients.

“After weeks of intense investigation of several publicity companies, I chose EMSI to help me create and promote my book tour and I am so glad that I did. I love the fact that you pay for the work you get and there is no monthly fee like so many other firms and I have nothing to lose! EMSI got me booked on seventeen national radio shows and over a dozen television shows in less then one month of me buying those specific packages. I will continue to work with them as my publicist for the rest of my career. They get the job done and more. Thank you EMSI.”

There is no time like the present to start getting your book in front of millions of consumers!  Call me today on 727-443-7115, Extension 202 or email me at steve@emsincorporated.com to discuss a national media campaign your book deserves.

You have been working yourself to exhaustion for countless hours and it’s finally finished.  After a lifetime of dreaming, you are finally holding it in your hands.  Your book: the focus of all of your energies and a labor of love.  You want the whole world to hear about it (and hopefully buy it), but you aren’t sure how to make that happen.  If you have limited budget, one of the best and most cost-effective ways to let people know that your book exists is talk radio.

There are publicity firms who specialize in booking authors on talk radio, but what are the advantages of hiring them?  Here are 5 advantages of hiring a publicity firm to promote your book on talk radio:

1. They Know How to Play the Publicity “Game.”

Most authors know that they need media exposure, but have no idea where to start or who to call.  Generating publicity can be difficult and even complex.  You have to know the right shows, the right stations, the right producers, and the right time to call.  Hiring a publicist takes out all of the guesswork.

2. They Will Help You Develop Your Message.

One of the most valuable things a publicity firm can do is help you develop the right message or angle to use to get the media’s attention.  They will examine your book and message and will be able to pick out the angle that will maximize interest in you and your book.

3. They Will Get Your Message to the Right People.

While it’s true that you can call radio stations and attempt to book yourself, you may not get very far.  Many hosts and producers won’t even consider a guest unless they are represented by a publicist, assuming they even take your call in the first place.  A good publicity firm knows how to provide a show producer with everything they need to book you as a guest.

4. They Have Established Relationships with the Media.

Experienced publicists have cultivated strong relationships with talk radio hosts and producers.  In some cases, these relationships last several years and help open up doors that might otherwise be closed.  Often, a host will book a guest solely based on the recommendation of a trusted publicist.

5. They Have the Experience to Guide You.

Going out there and doing interviews without any tips or any guidance can be quite daunting.  A good PR firm will be able to coach you on the fine point of “talk radio etiquette” and will be able to help you correct any missteps you might make.

You know how hard it is to develop a product.

It may be a labor of love, but it’s still a labor.  And while you’re not out there cracking rocks with a sledgehammer, some might even call it hard labor.  That’s okay.  Nothing good comes easy.  And there’s no question that you’re wonderfully suited for this kind of labor, right? But the challenge comes shortly after you finish laboring on your masterpiece.

What do I mean?  You’ve got to jump into the promotional trenches and fight, tooth and nail.  Consumers need to know that your product is out there and national media exposure is the best way for you tell them.

Call it the double whammy of product development – as hard as it is to develop a terrific product, it can be even harder to promote it.  Which has, sadly enough, turned out to be the death sentence for far too many “could-have-been” best-selling products.  After all, how many companies have been great at the first “whammy” only to throw their hands up at the second (and then, tragically, and out of sheer frustration, given up altogether)?

Fortunately, good product promotion doesn’t have to be as mysterious as the pyramids – you can put some little-known (but wonderfully effective) publicity “tricks” to work for you starting this very day.  For example…

Ever notice how every month comes with “awareness themes?”

Take April, for example.  Among its other awareness themes, April is Cancer Control Month, National Decorating Month, Physical Wellness Month, National Humor Month, National Autism Awareness Month, Lawn and Garden Month, National Car Care Month and Alcohol Awareness Month.

And that’s just April. Every month has its own theme list.  And you can bet many of those months have themes aimed at your product.

So what’s the strategy here?  Pretty simple, really: Tie the message of your product to a month’s theme.  Do a good job of that, put your press release right in front of the media’s “nose,” and you could just land several high-profile interviews.

That’s one nice way of cracking into the formerly impenetrable “media fortress.” Here’s another:

You’ve got to be a bit more agile for this.

Whenever there’s a news story that relates to the message of your product, cook up a strong press release and shoot it right over to talk radio producers, TV news producers and newspaper editors.  These people are ALWAYS looking for credible guests with great slants on today’s news.

How long do these kinds of news windows stay open?  Not long at all.  That’s why, as I said, you’ve got to be quick and agile.

Either that…or you’ve got to enlist the help of a PR professional who is quicker and more agile than you’d ever care to be.

Bill O’Reilly, host of Fox News Channel’s The O’Reilly Report, was quoted in Talkers Magazine about how he cracked the bestseller list.

“In the beginning, we couldn’t get on Good Morning America, or the Today Show or any of that.  Elite newspapers wouldn’t review the book.  We had to rely on talk radio,” O’Reily said.  “Talk radio has shown a much better return (than our advertising dollars).”

There’s no doubt that talk radio is a great vehicle for authors, because it allows them to give in-depth answers and puts them in direct communication with people who may want to buy their book.

But talk radio is not what it used to be.

The hosts of major-market radio talk shows with great audiences used to bring authors into the studio for long chats.  An author could knock off a couple of those interviews and send sales on the way to the top.  Those days are gone.  Unless an author is a truly big name, the chances of hitting pay dirt with a couple of big radio interviews are history.

The reasons for this are two-fold.  First, there are not as many big stations that accept talk show guests – many have gone to a music format or no longer accept guests that have a product or service to sell.  Secondly, the amount of time an author will probably be on the air has dwindled.  Radio talk shows have found that listeners are more likely to stay tuned if they have 3 10-minute guests on a show than one guest for 30 minutes.

So if you want your book to sell, you now have to pound the pavement and knock on every door.

Fortunately, in radio publicity, quantity works.  There are hundreds of radio stations, and book authors shouldn’t thumb their noses at some of them just because they don’t have a hot host or 5,000 watts.  Even with a 1000-watt station, you are still reaching an audience.  Look at it this way.  If a 1000-watt radio station has only 100 listeners, you might say it is not worth the trouble.  But what if you could go to an auditorium and talk to 100 people about your book?  Would you go?  Of course you would.  Not only that, but small stations allow you to practice for that big interview down the road.

A rookie baseball player doesn’t throw his first pitch against the New York Yankees.  In print publicity, an author’s first interview is rarely with The New York Times.   But an author who has had an interview with a hometown newspaper and a couple of magazines will be more prepared if The New York Times does call.

The Plus Side of Small-Station Bookings

It is the same thing with radio.  It takes at least 10 radio interviews before most authors get comfortable behind the microphone. Small power radio stations allow you to practice how to be a great guest.

Some people seem born to be great communicators but an author’s expertise is in the written word, and it is rare to find a great author who is also a great verbal communicator.  First time authors are especially prone to stage fright – yes, even on radio.

Typical errors for first time guests include not giving out the Web site address or 1-800 number, or not giving them out frequently enough.  It’s also a mistake to mention these too often and upset the host, who will let you know that the show is not an infomercial.  Technical authors have a tendency to slide into techno-babble, and even good guests inevitably walk out of their first few interviews knowing they could have been better.  When first-time authors make these mistakes (and they will), it is best if huge audiences do not hear the error.

Booking small stations in quantity to get a high number of interviews helps you to get the explanation of your book down to a succinct few words.  Talking with multiple interviewers, even though they don’t have huge audiences, will enable you to crystallize your thoughts on your book.  It may even give you new ideas about your topic that you never realized before the interviews.

Booking small stations can be also an adventure.  Be prepared to run into some hosts who are unprofessional, and make sure you confirm an interview at least twice before you will be on the air.  Most of these hosts will not be as prepared as their big-time counterparts (meaning they probably have not read your book), so you’ll have to be ready to walk them through the major topics.  Prepare for these interviews as though you have just met someone on the street for the first time and you are telling them about your book.

But if the hosts are not as prepared as they should be, you should still be on your toes.  Very bright people listen to some very small radio stations; so don’t talk down to your audience.

Sorry; nothing will surely save you from the 1000-watt radio station in Peoria that is being hosted by a kid right out of broadcast school.  But remember, even that small-time interview may prepare you for the big time.

In the simpler days – before radio interviews were conducted by phone and the technology of satellite TV and the Internet – book sales relied heavily on book reviews and “author tours.”

So, in today’s world, does the “author tour” still make sense?  We believe the answer is, yes!

A publicity campaign should be viewed as a two-part strategy.  The first part is a publisher’s in-house efforts. These usually consist of book reviews (minimally) and sometimes an effort is made to obtain media in an author’s home town. These promotional activities are priceless for jump-starting book sales and providing an author the opportunity to ramp-up his interview skills.

Taking a Campaign on the Road

But, once a publisher’s campaign is over, how is the book “buzz” maintained?

One answer is “author tours.”  They can be very effective, if you know how to squeeze the most mileage out of every city.  Too often we hear of an author run ragged by a tour composed of flimsy itineraries andexorbitant costs.

One can avoid this experience by knowing the five criteria of a successful tour and sticking to them:

1.       Anchor each city with at least one interview on a major network TV affiliate. If a major network affiliate show can’t be landed – cancel that city and move on to the next one!

2.       Schedule at least one book signing.  This will guarantee availability of your book in that city.  Plus the book is often given free prominent display that would otherwise cost a small fortune.

3.       Utilize down time by visiting area bookstores.  Offer to sign any books in stock. If none are on the shelf, let the manager know the author is in town on a tour and urge them to order books!

4.       Obtain a minimum of two to three media appearances in each market.  Try to schedule these within a one day period if possible – reducing travel costs and down time.

5.       Generate local word-of-mouth by arranging speaking engagements at the local library, Chamber of Commerce or professional affiliations, etc.

Keep in mind that an author’s role is that of a promoter.  And they should utilize every moment doing just that – promoting! Although it can be exhausting, it’s the only way to gain control over book sales and at the same time, maximize the cost of a tour.

Scheduling interviews with the media takes a lot of perseverance.  Don’t give up if a producer or journalist doesn’t call back at first.  Assuming you have a topic that’s a right fit for the medium you’re contacting – it takes a good pitch, lots of intention to get through to them and tons of persistence to get a confirmation!

Sometimes it takes up to fifteen calls to one producer to get a call back and schedule an interview.  Point is – don’t give up!

Few marketers know a thing about using radio and TV interviews to promote their products and generate sales. Which comes as no surprise since media interviews are among the most effective yet least known marketing methods you could ever use.

But as good as these interviews are, they can be made even more effective.

As with most things, there are insider pr techniques that can help radio and TV interview “first-timers” do a powerful job. In fact, here are eight:

1. Like the Boy Scouts, “Be Prepared.” Before going on, make sure you’re fully prepared with facts, figures and anecdotes to talk about when you’re on the air. Use a “cheat sheet” with your best info. The audience can easily detect the difference between a guest bursting with knowledge…and one who’s “knowledge well” is quickly drying up. The latter will lose the audience’s attention and any credibility they had been building.  

2. Practice makes perfect. One of your key challenges is staying “on-message.” Radio/TV hosts and audiences have a way of yanking you off course. Your challenge will be to know how to keep your on-air balance. If you’re new to the media game, consider getting a media coach. If you already have media experience and just need to sharpen your skill, practice mock interviews with friends or associates. Be sure you’re fully prepared to handle ANY questions that come your way.

3. Year-round Strategies. Publicity campaigns should be viewed as a long-term commitment with the goal of developing as much national media exposure as possible. After all, the longer you’re “out there,” the greater the likelihood you’ll be recognized by the media as an expert in your field.

4. Keep the interview pipeline full: You should conduct as many media interviews as possible. Talk radio interviews can be an unsurpassed way of informing millions about your product…without leaving the comfort of your home or office.

5. Be available at a moment’s notice. Media appearances should be thought of as “instant promotional opportunities,” and you need to be available when they are. That means day or night. Being on the air, often and at any time, will boost your company’s visibility… and sales! 

6. Sparkle on air. Enthusiasm speaks loud and clear. To keep the audience attentive, you need to maintain a high level of interest through the interview. No matter if it’s your first or hundredth!

7. Keep the audience listening. Always remember that media is about entertainment first. The trick, of course, is to be both informative and entertaining. Do that and you’ll often find the host jumping in to help you promote your message!

8. Good time management. Key to success with media interviews is how effective you use air-time. A great interview—or a complete bust—will hinge on how well you keep these three things in mind:

 1. Be entertaining,

 2. Be informative, and

 3. Educate.

Well, that’s it. These 8 tips should help you with your media interviews.