Writing and publishing a book for your business is guaranteed to raise your personal and business profile and will help you establish yourself as an expert in your field.
Whilst there are very many weapons in an author’s marketing armoury, used wisely, PR can be an extremely effective way of reaping the profile boosting benefits that being an author can have by getting you, your business and your book in front of influencers and decision makers.
The thing is editors and journalists LOVE authors. And they can hold the key to the kind of exposure that can change your life and the trajectory of your success forever – and here’s why:
You’re an expert, right? Your authorship immediately makes you what journalists like to call “a trusted source”. They only want expert insights, input and opinion from people they trust and your book says, in big bold letters, that you really do know what you’re talking about. Plus, it demonstrates that you’re passionate about your subject, and you know how to articulate your ideas and thinking in an interesting and engaging way.
Your book has already been thoroughly tested and vetted. One of the advantages of writing and publishing your book through a professional publisher is that a journalist will know it’s gone through a rigorous commissioning and editing process. That gives your content even more credibility and authority and builds on the trust and reassurance that a journalist requires from a source.
Your book is new – and that makes it interesting. Journalists are always on the lookout for new things. That’s why it’s important to start your PR campaign as soon as your book is published, if not before. Journalists aren’t interested in what’s already happened, it’s what’s about to happen that makes them sit up and take notice. And if you can pack your PR pitch and press release with fascinating headlines and fresh new angles on a subject, you’ll pique their interest and increase your chances of standing out.
You both want to reach the same people. They’ve got an audience and a lot of space to fill. You’ve got the expertise and the content to help them fill it, so why wouldn’t you work together? It’s just a case of letting them know you’re there.
Your book is packed with ready-made, top-notch content. As an author you’ve already proved your passion and commitment. You’ve shown you’re an expert in your field and that you really know what you’re talking about. And they know you’ve got the goods that their audience wants.
But even more than all that you’ve also got reams of expertly curated, professionally edited, meticulously crafted and highly relevant content that’s ready to go. There’s no lengthy commissioning process required, and the journalist won’t have to wait ages for you to supply the copy, so they can act now and fill space quickly, efficiently and cheaply.
Seriously, you’re almost making it too easy for them!
The key to success with PR is to pitch to the right people. It’s relatively quick and easy to send your book and press release to hundreds of editors and journalists, but getting it in front of the right ones, those with a similar audience to yours, that can really pay off.
Remember, journalists want something fresh, interesting, smart and clever that will appeal to their audience. They want a story.
So, what will your story be?
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