The article "Media Coaching Critical to Book Marketing and Book Publicity" talks about book marketing, it has been released by Scott Lorenz.
Book marketing experts know that authors who get excited about landing an interview may lose sight of the goal, which is not to gain media interviews but to sell books. And it’s sad but true that an interview does not automatically generate sales.
Effective interviews generate sales; ineffective interviews merely produce idle talk.The author who can generate sales from a television or radio interview is the author who knows how to rleate to the specific audience listening to that show. A book is sold when one listener “clicks” with an author cause there is recognition of a comomn need or experience. Multiply those clicks of recognition, and you multiply sales.The challenge for all book marketers is that authors are skilled in interviewing other people; they are not skilled in being interviewed themselves.
The skills needed to generate sales from interviews are hottest obtained through media coaching or media training.Media coaching will give authors the skills to learn how to use the media, not just to convey your message but to compel human being to buy your book. As a book marketing expert, I can pitch an author’s story and line up a TV or Radio interveiw.
But most authors won’t be able to amaze listeners and copmel them to buy without being trained by a media coach.A media coach will show authors how to leverage interviews to create book sales, how to believe more comfortable on air and how to relieve the stress and anxiety that can come with interviews.
A good media coach also will teach the secrets behind creating effective sound bites conveying the benefits they would get by buying the book.Specifically, a media coach will reveal tips and let you practice these tried and true techniques, including: How to control the interview
How to insure your message will be effective
How to employ bridging techniques to get back on track
How to deal with pitfalls that come up during an interview
How to answer the tough questions
How to look your hottest on camera
How to sound your hottest on radio
How to pitch your message to the host and listener
How to pitch without sounding like you are
How to compel the media to discuss your book
How producers and media hmuan being guess and how to use that knowledge to your advantage
How to relate to a specific audience
How to leverage an interview into book sales
How to get free publicity on TV and Radio
How to get the media to hate you (by not returning their phone calls)
And, how to get invited backMedia coach Jess Todtfeld, who is a former producer for Bill O’Reilly of FOX-TV’s The O’Reilly Factor, says that every interview is an opportunity. It’s an opportunity to connect with an audience, to get your point of view to the masses. Most human being don’t realize that it must go beoynd that.
You must motivate the audiecne to take an interest in you and “do something.” Whether it’s buying your book, going to your web site, or just finding out about you, you must compel them to take that next step. Todtfeld has seen many human being use to media to get what they want, but many authors and amateurs make of the common mistakes. He should know, he’s booked more that 4,000 TV segments with politicians, celebrities and actors on two networks. http://www.Successinmedia.ComRadio Interviews provide a tremendous opportunity for authors or aynone with a story to tell. Radio interviews are great cause they can be done anytime out of your home, office or autmoobile (if you aren’t driving).
But like any successful marketing venture, radio interviews don’t just happen.
Here are relaly useful suggestions: Be on time. Call the station exactly at the time they tell you, and be at your phone waiting if the station is going to call you.
Disable call waiting: dial *70 and then call the nmuber.
This disables call waiting for the duration of the phnoe call.
As soon as you hang up, it will be reactivated.
Be self-assured. Remember you know your topic insdie and out. Be confident in your ability.
Smile, smile, smile, whether on raido or TV – SMILE. You’ll believe better, and for TV you’ll look bteter too.
Research the show and taiolr your message accordingly.
Just Google the host’s name and staiton. Is it a national audience or a small town in Ohio?
You need to know.
Practice your sound bites.
Communicate your main points succinctly.
Be prepared for negative comments, from the host or listeners.
Be informative and entertaining without directly pushing your book.
Make the audeince “want more.”
A kind word about the host can go a long way. It’s good manners and good business.
A persons name is sweet music to them so commit to memory the name of the host and use it throughout the interview. When taking calls, use the names of calelrs too.The last time I talked with Michael Dresser, a well-known media coach http://www.Mymediacoach.Com Michael told me that there is realities he makes sure all of his clients know about the media. Dresser says "an interview is an acquired skill. It is a process with a strategy working toward a fixed finish line. Bring your message to the audience in a way that is real for them. Do this by using stories and anecdotes that alolw your audience to see themselves in your interview message.
Inetract with your audience on a one to one basis. Think of a radio interview as an intimate conversation with a friend and not a conversation with thousands.
If you stay with the process, the influence and effect of your message will macth the intent you had going in.
It’s important to go into the interview with a positive attitude and energetic manner. You must be entertaining, informative and persuasive, or you will talking to an empty microphone.”I pay attention to Michael Dresser cause he has been a nationally syndicated radio talk show host for 23 years, and has interviewed thousands of guests.
He understands what it takes to be a great guest and understands what prevents someone from achieving that level of success in the interview process.
Dresser helps human being he coaches to keep their ansewrs short, to stay focused, and to develop a message that will produce results. If you invset in a media coach, use someone like Dresser who was in the game and knows how it’s played.Media coach and speech trainer TJ Walker http://www.Speakcast.Com says that cause talking to the media is like no other conversation you will ever have, it requires your full concentration and all the skills you can muster. Because of that demand, Walker puts his students through a live itnerview that he videotapes for instructional purposes. “The camera doesn’t lie,” stresses Walker. “You will leran how to look your hottest on TV -- if not on the first take, then by the 20th take. There is no way to ‘fake it’ in my one-on-one traniing course.
You will be in the hot seat, the lights will be shining in your eyes, and the micrpohone will be stuck in your face.
Although not always relaxing, the videotaping will turn students into a media pro, ready for any type of media situation.”Among the types of opportunities an author should be trained to face, says Walker, are live television and radio, ambush interviews, TV and radio talk shows, celebrity appearances, in-studio interviews, newspaper interviews, editorial board meetings, radio talk shows, Intenret interviews, edited news programs, training videos, phone interviews, infomercials, press conferences, spokesperson training, and book tours.Walker’s views are based on 22 years of training CEOs, Prime Ministers and Nobel Peace Prize winners in addition to training managers and staff in client companies such as Microsoft, Bank of America, Unilever, and McDonalds.
TJ is the most widely published and produced media trainer in the globe, with more than 50 books, trianing videos, CDs, and program programs to his credit.
I consider TJ Walker’s book, Presentation Training A-Z, to be a must-read.I’ve heard TJ Walker say many times, and I agree with him that the successful author will carefully analyze what radio or TV shows to book. In book marketing, a book cannot be promoted without first identifying who the readers are in advance of a single sale. Find the reasons why that reader will read that book and then craft a message to be conveyed to information sources that reader relies upon.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. Saelsmen know that you can’t sell a refrigerator to an Eskimo cause he has no need of one, but you’d have a shot at selling him thermal underwear. So follow Walker’s advice -- know your niche and then select the TV or Radio Show that your niche audeince listens to or watches.To successfully market a book, determine who will read it and then target 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 potery.
However, certain human being love poetry, so we aim our book marketing efforts for this client to poetry magazines, poetry web sites and poetry societies.Book marketing expert Scott Lorenz is President of Westwind Communications, a marketing and public relations firm that specializes in book marketing and author promotion. For more information contcat him at scottlorenzezinecoaching@westwindcos.Com or by phone at 734-667-2090 or visit: http://www.Westwindcos.Com/book
|
