Prepare talking points before making media appearances.Many new authors spend so much time and energy trying to get in
newspaper or on radio that when they get there, they don't know what to say. But if you take an hour to prepare concise, compelling comments about your book, you'll come off as a real pro, increase sales, and maybe even be asked back!
The average radio interview lasts five minutes, of which three might be broadcast, and on average you might get six inches of coverage in your local newspaper. You don't have a lot of time to waste hemming and hawing about your book, and journalist interviewing you doesn't want to waste his or her time either. So before you even start soliciting press coverage, write down and memorize your talking points.
You say you know your book? I'm sure you do. But when you're under gun of a timed interview, or an interviewer hits you with a surprise question, it's easy to stammer or get confused. Talking points are your lifeline. I suggest preparing a list that looks like this:
a.What's "elevator pitch" (a 10-second summary) of my book? b.Who is my book targeted to? c.How did I decide to write it? d.What are three passages in my book that I want to quote? e.What can people get out of my book? f.Where can people buy my book?
Write those down on note cards and memorize them, but keep cards with you when you do interviews, just in case. That way, you'll come off more professional and make most of time you get.
Focus heavily on PR.
If you don't believe in power of public relations and media to turn an unknown book into a bestseller, I have two words for you: Oprah Winfrey. Get your book 15 minutes on her show and you'll sell a million copies. That's power of media.
Of course, getting on Oprah is Holy Grail of book marketing, and while you shouldn't NOT try to get on her show, you shouldn't focus only on that. PR is your most powerful tool for creating awareness and selling books. So early on, while you're still in final editing, start making lists of media outlets, cashing in on contacts, making calls and sending out e-mails.
