PR Tips For Authors….

Tip # 1

Create your brand image

Brand image is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. What does that mean for you? That means your website, your business cards, press kit, and book trailer should all be memorable to consumers. What I see the most, is authors not using the email address that is associated with your website. That’s what it’s for and it does help. Avoid marketing the services of Yahoo!, Gmail, and Hotmail by using yourname@yourwebsite.com and market your business.

Having a professional press kit is also very important when branding your business because it will answer commonly asked questions about you, your work, and previous engagements.  Media outlets will want to know what is the genre and synopsis of your book?  What is your background and where have you appeared before?. Being able to get these questions answered without tying up your day is imperative, and will keep your stress level down as well. It should also match the book cover colors, and your website,  but never over do it. Try to keep the layout as simple as possible.

Tip #2

Edit, Edit, Edit!

Do not be afraid to invest in an editor, please. The biggest problem that I have noticed is consumers are complaining that they buy a book with a great cover, a wonderful concept, but it is edited so poorly that it is annoying to read. What does this have to do with marketing? Everything!

I heard an author say once that “Once my book is sold, it’s a done deal. Why do I care if they didn’t like the editing, I’ve already made my money” That’s crazy! If you don’t care what people think AND you plan on never writing another book in life that’s fine, do what you want but the best customers are return customers. If you write another book and the editing is horrible in the first one, chances are no one will buy your second book or refer you to friends. Not to mention it’s embarrassing and the literary world talks.

Tip #3

Hire an assistant

I know it sounds like I’m just trying to plug my business, but it does look good to have someone making calls on your behalf. I set up a book signing for a client recently and at first the owner was hesitate about setting a date because,  “We get so many books and inquiries and most people aren’t serious.”  My reply was  “ Well, my client is serious, he hired me to represent him” That’s it. That’s all I said and she set up the date immediately. She asked me to come in and take care of the details, but she loves to work with authors who have a team, because they seem more serious. Of course I already knew that and that’s why I said it. If you can’t afford to hire someone, ask your mother, cousin, sister of friend with a professional phone voice to do the calling. You’ll book more events faster and with less hassle.

Welcome to BSM!

What is PR?

Entrepreneur.com defines Public Relations as “Using the news or business press to carry positive stories about your company or your products; cultivating a good relationship with local press representatives” PR is often confused with advertising/marketing however, public relations has a longer lasting effect. For example a promotional ad on a website could expire or their website could be shut down. A newspaper article that highlights your new product or service would reach a larger audience, and the story would be archived for years to come. Publicists are also often confused with mangers or promoters. The primary responsibility of your publicist can be broad, however the ultimate goal is to gain the attention of local and national media outlets.

There are several directions a publicist could take towards that goal.
o Event Planning: Planning an event to launch a new product, or located relevant events for you to attend that may have members of the press present.
o Assistance obtaining product placement or corporate sponsorships.
o Writing Press Releases and distributing them to the press.
o Organizing book tours speaking engagements, or special appearances.
o Booking radio and television interviews and/or book club tours.
o Social Network Marketing

During these tough economic times, most entertainers without an exclusive contract with a record label, publishing company, or modeling agency have a limited expense budget for PR services. There is nothing wrong with doing your own PR until you can afford it. Just remember the following tips:

Start your PR work 6-8 months before you launch your product, company, or release your book or album. You need time to build a website, learn how to write a press release (if you are unsure how), develop your target audience, and research the best ways to reach that audience.

Don’t neglect your website; If you are turned off by an unprofessional and busy website, your visitors will be too. Try to keep it as simple as possible, without omitting important information. The one thing customers hate is a confusing website with links that do not explain where they lead to, or a website that does not give enough or confusing information.

Don’t be afraid to invest: This is a BIGGIE! Even if you do not have the funding to pay a professional publist, there will be some investment required. 

Get a toll-free number. I recommend Ring Central becaue it is very inexpensive and prevents you from giving out your cell phone number, although your calls can be routed to it. It is also more professional when leaving message for media contacts or other business related activities, especially if you travel often.

 

Hire a website designer. It may seem easy to do yourself but the quality will not be the same if you have never designed a website. Remember this will be the first point of contact you have with potential customers. Designers are available for as low as $99.00 if you can find the right special. Look around, they are out there.

Email Blasts: This is a great investment if you do not have your own network and contact lists. If you have already written your press release, you can find companies to distribute it through their network from $25.00 to $100.00.

Create a fanpage or group on Facebook, and Myspace. This will allow you to send out messages to subscribers regarding your upcoming events, product launches or other important company news.

Get out and network! Be open–minded when invited to an event on Facebook or anywhere else! If it pertains to your industry, socializing at these events is crucial. Also have business cards available and follow-up after the event via telephone or email. Building relationships is key.