Creating a publicity and marketing campaign can seem completely overwhelming if you don’t have some kind of process in place to keep you moving in the right direction.
I thought I would take a moment and share some of my strategies for creating those campaigns in case that might be helpful to you.
Content marketing is all the rage now, so you want to make sure you are focused on providing fantastic and exclusive content. Remember, you’re not just pitching your book. This is important. When it comes to your potential readers, they are thinking, “What’s in it for me?” You want to be able to answer that.
Then you want to create the following:
- Media lists – Create your list of media outlets and find contact names, such as writers, journalists, producers and podcasters. You do this by paying attention to various websites, blogs, and media outlets that cover your kind of subject matter. Make your list and be sure and search for their contact information. Another option is to get a subscription to a media database, although they can be quite expensive. Unless you plan to be working on your project (or multiple projects) for quite some time, it may not be worth the investment. ) Then you want to create…
- Spreadsheets for tracking, such as Google Sheets, or some kind of contact management software like ACT, which is what I use. There is also an online outlet I tried for awhile, which is pretty good, called Less Annoying (HATE the name, but whatever). Here you can keep track of every media outlet, contact name, date contacted, response, etc., on a spreadsheet or in the database. This is critical or you will get lost in what you’re doing and where you are. There are simply too many details to track this inside your head. You need a way to quickly and easily access what you’re doing and where you are in the process. You will thank me.
- Create some kind of tickler file on your calendar so that you know what your next action is and when it should be done. Todoist can help, and there is a free version. Even if you use an “old school” system with individual folders and a pocket for each day of the month, stick in all the reminders for follow up and other action items. You will be so glad you did and you’ll feel really organized.
- List of pitches and angles – Create several ways to present your book and your expertise—create several different pitches from different angles, to appeal to different media outlets. This is easier than it sounds. Simply think about the different types of people who would be interested in reading what you have to offer, or would be willing to refer it to others. Then create an angle or two that would appeal to each group.
- Email templates for outreach – There is no need to recreate the wheel, so write good, solid emails that you can customize and use multiple times, to reach out to similar media outlets. Changes will usually be in the open and close, and in the subject line.
There you go. A system for putting publicity campaigns together. These are simple steps and incredibly powerful. Use them! 🙂 Let me know how it goes!
And just a reminder that I offer a Media Boot Camp during which you can learn all my secrets of getting great publicity! Just email me if you want more info!
To your success!