| TCI Smith Publicity--Power Publicity Tips Newsletter |
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| Monday, 07 July 2008 | |
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This Issue's Top 5 Power Publicity Tips
Printed book reviews are becoming more challenging to obtain. Shrinking space in newspaper and magazines, along with the sheer volume of new books produced each week, makes securing a review almost as easy as winning the lottery. The LA Times book editor receives literally hundreds of books each week. To save time and money, many newspapers are doing away with their stand-alone book sections, devoting even less space for reviews. Many in the industry are questioning the value of book reviews. Should you invest time, energy and money for a review? More often than not, we recommend our clients focus more on securing feature articles, stories, and interviews about them and their books for two reasons: First, authors are more likely to attract their target audience by having them or their book featured in an article relevant to the topic of the book and the reader's interest. Second, feature stories are easier to secure than a book reviews. Simply put, the number of feature stories printed each day far outweighs the number of book reviews printed. Feature stories typically cover a topic(s) from your book, or spotlight an issue raised in a book. They can also be "how-to" or self-help pieces. Feature stories CAN usually be secured for novels, although non-fiction books are ideal sources. Another type of feature story is what we call a "personality profile," in which the author is spotlighted because of an interesting background, human interest element, etc. (Another note on book reviews to keep in mind-there is always that chance your book will be negatively reviewed and available forever on the Internet!) That said, if you are looking for a starred Publisher's Weekly review or a favorable mention in The New York Times, here are some guidelines to make your book noticed by editors: * Research: Take time to target publications that have interest in your book's genre. With online searching you will discover some only take non-fiction, some only want books months before publication, or some only want poetry. Select a handful of outlets that fit best with your book. Book Review Pages of the Top 100 USA Newspapers: * Your book, galley or ARC. Make sure you check the submission guidelines of the outlet to which you are sending your book; most are available online. For example, some want "galleys" or "advance review copies" or ARCs three to four months before publication date. Galleys or ARCs are bound copies of your book. They are advance, "non-proofed" copies, meaning they can have some minor errors. We recommend putting a sticker on the cover clearly marking your book as a galley-especially if you are sending what looks like or actually is your finished book. * The right reviewer. In your research, determine, if possible, the best candidate to send your books. Some reviewers only cover fiction vs. non-fiction, memoirs, mystery, religious titles, etc. If possible, find out their preferred mode of contact, i.e. for follow-ups do they prefer phone calls, e-mails, etc. * A selling cover letter. Personalize the cover letter with the editor's name. Introduce your book and make it sound as intriguing as possible! You could even add, "As you requested..." even if it's not. Chances are, the editor will not remember. * Book release. A book release is a one or two page (maximum!) description of your book, why it is different, and its themes. We recommend including a quote or two from the author commenting on a particular topic in the book or inspirational observation. * Author Bio. Include your background, education, or professional experiences-what makes you unique. Add hobbies or areas of interest, especially if they relate to your book. * Fact Sheet. (also known as a "sell sheet") Submit an overall fact sheet about your book, including full title, publisher, release date, ISBN, format of book (hard or soft cover), and price(s). Also include general marketing, promotion and or distribution plans for your book. Include your website! A fact sheet/sell sheet is akin to a "birth certificate" for your book. * IMPORTANT: LABEL YOUR BOOK. A book and press materials often become separated. Put a stamp, sticker or label with your contact information inside your book. * What's next: Follow Up. This is where you need some phone skills and a set script. Call the editor, about week to 10 days after they receive your book, introduce yourself briefly, identifying your book by title. Most reviewers do not want to hear "I'm calling to see if you received my book." So simply go right into asking if the reviewer is planning on reviewing it.
If they have not received your book yet (this can take time!). Thank the person and call back in a week. If they say they are not sure, ask if there is any additional information you can provide to help them make their decision. If they say your book has been selected, again ask if they would like any additional information and what time frame do they expect the review to run. If they say they will not cover your book, politely thank them for their time. In all cases, make your conversations as brief as possible-and listen to your mother-a thank you goes far in this industry!
Book reviews can be valuable marketing tools for your book and make for great quotes in a publicity campaign. However, don't bank on reviews as the core of your promotional efforts.
Beginning in 1997, TCI-Smith Publicity has evolved from a one-person operation run from a bedroom office to one of the nation's leading promotional firms. Fueled by a passion for making good things happen for clients, we've worked with nearly 500 individuals and companies-from authors and entrepreneurs to publicly-held companies and business representing a wide range of industries. The TCI-Smith Publicity reach is international; we've effectively worked with clients throughout the United States and Canada, and countries from the U.K. and Australia to Israel and Malta. We now have offices in New Jersey, New York City, and London. While our expansion from boutique publicity agency to a multi-faceted public relations and creative communications firm has greatly expanded the breadth of our services, the fundamental driving force behind everything we do is superior presentation, promotion, and positioning of our clients. Our refrain, "make good things happen for clients," has propelled TCI-Smith Publicity from just-another-agency to a premier promotional firm offering outstanding, cost-effective service with unparalleled customer attention. If you are interested in receiving a proposal for your project, please contact Sandy Diaz, Vice President of Sales and Marketing, Sandy@smithpublicity.com, www.smithpublicity.com <http://www.smithpublicity.com/> or 856-489-8654 x301. Contact information: TCI-Smith Publicity Mailing Address: 2 Split Rock Drive, Suite 12 * Cherry Hill, NJ 08003
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