I recently presented a webinar consisting of the five biggest media mistakes authors make. Of course, there are more than five, but we focused on a few of the most common mistakes, which can also be corrected.
Mistake #1 is leading with your book rather than your message.
Mistake #2 is making it all about you instead of the audience.
Both are big ones. But now let’s move on to mistake #3:
Chasing every single media opportunity that comes your way.
At first glance, this sounds counterintuitive, doesn’t it? If media attention is good, shouldn’t you say “yes” to everything? Not so fast. Every media opportunity is not necessarily a good one for you. This requires discernment and strategy on your part as an author and expert.
I once consulted with an author who was thrilled to start getting podcast invitations. At first, he accepted every one, including shows about general business, entrepreneurship, even lifestyle and wellness. The problem? His book was about leadership, and while some of those audiences overlapped, many didn’t. After several weeks of interviews, he was drained, and not seeing results.
Why? Because there was no real alignment between his book’s message and the listeners he was speaking to.
Nonstrategic media hits rarely move the needle. They take your time, energy, and focus away from where you really need to be. The same goes for pay-for-play opportunities, but what is even worse about those “opportunities” is that they can actually backfire on you. Sponsored content, “special features,” or those shiny offers to “get published in a major magazine” for a fee may look appealing, but let’s call it what it is. They’re advertising. And worse, when real journalists see a pattern of paid placements, they’ll pass. Earned media is what builds credibility, particularly now in the age of AI. More on that in an upcoming post.
Here’s the truth: you don’t need every opportunity, but you need the right ones.
The fix is simple but powerful:
- Be strategic.
- Say yes to the opportunities that put you in front of your target readers.
- Choose the platforms that elevate your authority.
That’s when publicity works.
Next week, we’ll move on to mistake #4, but for now…
Bottom line: You don’t have to chase every open door. Just walk through the ones that lead where you want to go.
To your success!
Joanne
P.S. Should I stay or should I go? Should I say yes or should I say no?!
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#MediaMistakes
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