Many authors think, “Whew, I wrote, I revised and I managed to get a contract, now my job is done.” Wrong! Now your job is just beginning. Even if you aren’t a person who likes the limelight, you have an obligation to yourself and your publisher to do everything you can do to make your book a success. Heck, you do want another contract, right? Well, that’s not going to happen unless you put every effort into making your book a success. Oh, I guess, once you get to the Richard Peck or Jerry Spinelli level, you can sit back and relax with the security of knowing that your fans will automatically flock to the bookstores the day your new book comes out. But for the rest of us, we need to work to push our way up to that spot where the Peck’s and Spinelli’s are sitting at their desk writing.
Hopefully, you have already been developing a database of names by attending conferences, joining associations and volunteering to do things, but if you haven’t, now is the time to start. You need to start creating your own noise. Postcards, flyers, bookmarks, and a well designed website is a good start, but you need to go further. Most authors think of radio and TV, but feel they would never be able to get that job done, so they never try. I say, go for it. They both can be had.
A guest spot on a local radio or TV show can get the word out about your book to thousands of consumers and that is definitely worth your effort. Now the question is: What steps do I take to make it happen?
Well first, stay up on the news. Listen to the radio, read newspapers, watch TV. Has something happen that could tie in with your book? Example: Trains play a big role in your story and a big train crash occurs in your area. You may be able to peak the interest of a radio broadcaster by pitching how your story ties in and how his or her listeners would be interested in the things, you learned about trains while researching your book. Maybe your main character pole dances and a new study comes out about the risks of heart disease for Americans gaining too much weight; that would open the door for you to talk about the health benefits of pole dancing. Once you have an angle or tie-in to a current news story, put together a press release that positions you as an expert on this issue and sells them on why they should have you as a guest. You need to pitch your expertise as a solution to a problem that’s making news.
Local radio shows on the 250-watt or 1,000-watt AM stations are a great place to start. Internet radio is becoming more popular and could be another good venue to try. Weekend programs radio shows usually are looking for guests. For TV go after your local morning news programs or weekend lifestyle segments. Community-access cable can be relatively easy to get on and will provide you with experience. This would be a good way to build up your confidence on camera. A New Jersey SCBWI member, Johan Dahan landed her very own local TV show by pitching herself and her dog to a cable TV director who was running between studio buildings.
Most TV interviews are going to be very short — three to five minutes at most — so you really must know your message before you go on the air. PRACTICE! The more interviews you do, the more buzz you will build. Talk radio interviews typically are done from your home or office, so that part is easy. You’ll want to make yourself available at a moment’s notice, day or night, because anytime you’re on the air, you’re going to boost your book’s visibility and sales.
Media is all about entertainment, so remember you need to sparkle on air. Enthusiasm speaks loud and clear, so in order to keep the audience attentive you need to maintain a high level of interest throughout the interview. You want to be both informative and entertaining, not boring. Do that and you’ll find the host jumping in to help you promote your message. So when you do have an interview, close your office door, turn off your cell phone, then relax and be yourself. After your first appearance, don’t be too hard on yourself. No one bats a home run the first time at the plate. Just try to be as comfortable as possible and as prepared as you can be, then enjoy yourself.
Reprint from Sprouts Magazine, written by Kathy Temean ©2008