Session 4: Advanced Journal

Marketing

•  Advanced printing/publishing strategies. •  How to approach mainstream media. •  What to expect through the TV appearance process. •  The nitty gritty of virtual book tours. •  And much more!

What to Expect in Session 4

Binding types… •  Spiral –  How-to inside Introduction/How to use this book –  Production (offset printer)

•  Lay-flat –  Production (offset printer)

•  Hardcover

Advanced Printing/Publishing

Enhancements… •  Embossing –  Raised –  Foil-stamped

•  Etched •  Case-bound (Hardcover case) •  Each one means more investment!

Advanced Printing/Publishing

What is it? •  TV •  Radio •  Magazines •  “Traditional” advertising (print directories, newspapers,

online directories, etc.)

Mainstream Media

Where to focus? •  TV−Talk shows, morning shows, interview shows, reality

shows, network shows, etc. •  Radio−Morning shows, talk shows, advertising, etc. •  Magazines−Industry-specific, women’s issues, men’s

issues, print and online, etc.

Mainstream Media

How to get on TV: 1.  Pitch a story (online submission form or email). –  Relevant –  Time-sensitive –  NOT about you or your book

2.  Schedule a time. (Follow up, follow up, follow up!) 3.  Be PREPARED… You’ll have TWO minutes!

Mainstream Media

TV tips… •  Have your online media kit DONE first! –  Professional headshot –  Book cover image –  Multiple bios (short, medium, long) –  A couple testimonials –  NOT other TV/media appearances (Don’t look overexposed.)

Mainstream Media

TV tips… •  Start local! •  Know exactly who the audience is… not your audience,

the show’s audience. •  Have more than one “hook.” •  Pay attention to previous recent guests. •  Be flexible… and be squeaky!

Mainstream Media

TV tips… •  Have relaxation techniques handy. •  Remember… –  Look your best –  Don’t pitch your book… share tips! –  Don’t take a “no” personally.

Mainstream Media

What is it? •  Just like an offline book tour… •  Multiple “appearances” and interviews on a set schedule

across various blogs, podcasts, social media pages and groups, etc.

•  Can be as short or as long as you like. •  Focus to drive traffic to Amazon for sales rankings.

Virtual Book Tour

Planning… •  Treat it like TV. –  Know the audience of each blog, show and social media

outlet. –  Plan in advance (at least 60 days). –  Follow-up, confirm, follow-up, thank-you…

•  Plan it for a new book launch or anniversary.

Virtual Book Tour

Scheduling… •  Be choosy! •  Send your Media Kit to every host involved. •  Start with relationships you already have… that fit your

book’s audience. (Why I don’t promote others’ books…) •  Follow up is key!

Virtual Book Tour

Implementing… •  Be present for the entire tour. Don’t divide your focus. •  “Show up” even with pre-scheduled appearances. –  Comment –  Share –  Etc.

•  You may need to hire an Author’s Assistant.

Virtual Book Tour

Video… What? •  Talking Head •  Unboxing/events •  PowerPoint •  Screencast •  Documentary •  Commercial

More Advanced Marketing

Video… Where? •  YouTube •  Facebook •  Twitter •  Vimeo •  Pinterest •  Vine (6-second limit)

More Advanced Marketing

Video… Why? •  Know •  Like •  Trust •  It’s HUGE!!!

More Advanced Marketing

Video… How? •  Smart phone •  Webcam –  Screenflow/Camtasia –  Skype

•  Screen capture –  Screenflow/Camtasia

More Advanced Marketing

Video… Strategy… •  Take notes as you write. •  “How to use this journal” demos. •  Show journals being used in group events. •  Keep it steady (tripod, don’t shake). •  Simple editing. •  Under 2 minutes!

More Advanced Marketing

•  Decide if you want to experiment with other print styles and types.

•  Research local TV/media outlets… Make a list. •  Research outlets for a Virtual Book Tour. Start small. •  Do one video. See if it’s for you! •  Watch Session 5. J

Session 4 Homework