Wordpreneur.com

By Dana K. Cassell 

One of the most effective ways to get the word out about your nonfiction book, and thereby increase sales, is to be quoted by reporters and columnists when they write about your book’s subject, and to appear on TV and radio talk shows as an “expert” when your subject is being discussed. Each time, you will be identified as the author of “Your Book” — publicity you probably couldn’t afford to pay for.

Here’s a strategy to work your way onto the “Expert Sources” lists of those reporters, columnists, and talk show hosts:

1. Start a database of magazines, newspapers, newsletters, columnists, blogs, radio shows, and TV shows that cover the subject of your book. Include the contact’s name, mailing address, email address, phone and fax numbers, how s/he prefers to be contacted, editorial calendar, and any other helpful information. (For TV shows, you will want the producers’ names.) This is an ongoing process, so set yourself a goal of adding X number of contacts each week or month. Find them by visiting newsstands, searching the Internet, and perusing media directories in libraries.

2. Each week, contact two of the people or shows or editors or writers on your list. Introduce yourself and your book. Offer them copies of your book. Invite them to call on you whenever they need sources — because it’s your topic, you should be able to provide other sources as well as yourself, so be sure to mention that — it makes you an extra valuable source. Mention your background information, story/program ideas, or any other help you can offer. Make sure they have all your contact information — phone numbers, fax number, email addresses. And keep in mind that they or their assistants are likely to call you during other than banking hours.

3. Keep in touch with those contacts who are receptive. When you run across new information on the subject that you think may be helpful to anyone on your list, send copies, website URLs, or suggestions. Include a reminder that you are available for interviews, quotes, or background.

The more valuable you become to these writers and producers — by being ready with great quotes and information on a moment’s notice, and by connecting them to other experts in your field — the more they will call on you… and the more your book will be promoted.

Dana K. Cassell is a full-time author and runs the Writers-Editors Network. Learn more about Dana »

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