Is Your Book Targeting Both Genders?

You talk to a lot of people about your book…but do both men and women hear you in just the same way?

The answer is probably no.

It’s not a question of chauvinism, sexism, or any other “ism,” for that matter. We’re just geared differently. And the more you know about these key gender/marketing differences, the more books you’ll sell. It’s that simple.

So consider these differences the next time you do a radio, TV or print interview to promote your book.

“Just the Facts, Ma’am” Versus Telling the Whole Story

According to the great “Marketing to Women” book by Martha Barletta, a book I often refer to, men tend to strip propositions down to the “nuts and bolts,” to the bottom-line reasons for buying or not buying. And the faster they can do that, the happier they are. Think of this as a sort of Dragnet, “just the facts, Ma’am,” buying philosophy.

Women, on the other hand, tend to be more information driven. You could say, the more information, the better-almost the opposite of men. Martha Barletta says women are looking for “the Perfect Answer.’ Now I realize this is a generalization-and there will always be loads of exceptions to any “rule”-but women tend to want more “surrounding” data than men do before acting.

You might try testing the above research in your next interview-talk about your book in “headlines,” outlines and shorthand if you’re selling to a predominantly male audience, but tell as much of the whole story as you can if you’re selling mostly to women.

And, as I wrote before, if you’re speaking to both genders, blend the two approaches. Decide ahead of time how to present the nuts and bolts case as well as the “inside scoop.” Maybe begin a new interview direction by doing a quick outline that covers the basics, the facts, then launch into stories that flesh out the topic…and just repeat that formula until the interview is over.

There’s another thing you need to know about marketing your book to men and women.

The Value of Warm and Fuzzy

If you’ll forgive another seeming cliché, women tend to care about the things they buy. Here’s what Barletta wrote in her book:

“Remember that women’s gender culture is geared toward empathy rather than aspiration.” She goes on to write about a hypothetical SUV ad campaign that might have particular appeal to women-it wouldn’t talk in terms of “our 270 horsepower engine” but instead of our “4,000 pound guardian angel.”

Simply put, if you’re doing media interviews to promote your book, you will be talking to a split gender audience, so it’s vital you know how to tailor your message to both men and women for a successful campaign.

Four Tips To Get Talk Radio Hosts Interested in Your Product or Service

Talk radio interviews are one of the bases of a potential sales homerun.  In fact, they’re custom-made for companies who want quick, affordable national exposure for their products or services.

Let’s face it, where else can you:

* Kick-off a coast-to-coast publicity campaign in less than three weeks?

* Create promotional “buzz” for your product or service at the grass-roots level?

* Reach America’s greatest urban markets – Boston to LA – from the comfort and convenience of your own home?

* And, talk directly to customers and customers-to-be?

Many companies understand all this. They know the marketing and promotional value of appearing as a guest on talk radio.  And, of course, so do we, as we’ve been arranging interviews for almost 20 years now.

And, during that time we’ve certainly learned a thing or two about the preparation that goes into booking guests on talk radio.

Let me share some tips with you:

TIP #1/ Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? Why is this important? Because, in case you haven’t noticed, talk radio is all about current events. Current events in politics, in sports, weather, health, culture. So when you know what’s current, you can package your message to fit the news…making you an attractive guest for a talk show.  Your job is to scan the network and cable news channels, the newspapers, look at news Websites, and, most importantly, monitor the talk radio landscape. Take time to listen to some local and/or national talk shows, hear what they’re talking about – get a feel for the rhythm of it.  Most of all – get a pulse of the public listening in.

TIP #2/ Tie-Ins To The News

I mentioned “packaging” your message? That’s a key. As you follow the hottest stories in the news, think of ways you can tie in your product or service to them.  Look for controversy or big names, big money or even relationship issues…these are always tantalizing topics for many talk show hosts (and their listeners). Developing a good angle that’s newsworthy means you might even be able to get on the air with your product – we’ve had success doing that a number of times.

TIP #3/ Pitch Your Topic

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you.  They want an interview, not an infomercial. So, when pitching to hosts and producers, put emphasis on the issue you want to talk about on the air, rather than on your product or service. There’s no need to worry…once on the air, you’ll be given plenty of opportunity to plug during the interview.

TIP #4/ The Right Press Release Formula

Nothing is more important than the press release itself – it’s your key to the media’s door.  The quality of our press releases have everything to do with our success in booking guests.  You want to make sure your headline is enticing – it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about.  It’s always good to include a couple of juicy or provocative quotes.  Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

There’s plenty more to learn about, but these few tips can help jump-start you into the world of talk radio.

Generate A Record Number of Leads!

Find out what my clients are saying about Radio and TV Interviews…

You always hear me talk about the promotional value in appearing as a guest on radio and TV.  We at EMSI know this to be true because of the feedback from our clients who skillfully use these mediums.  But, this week two of our clients had such great successes, that I wanted you to hear from them directly about their phenomenal results.

Last week Dr. Anthony Martin, who is using a book to promote his natural health products, appeared on The Daily Buzz, a Nationally Syndicated TV show.  He was thrilled with the interview and the response he got.  He said:

“Thanks for getting me on THE DAILY BUZZ!  Wow!  We had a record number of visitors to our website which of course means great online sales and a huge number of people added to my data base for future sales.”

Of course, we were thrilled as well!

Another client, Howard Ruff, best-selling author of “How To Prosper During The Coming Bad Years In The 21^st Century” is using talk radio to promote his highly respected financial newsletter, The Ruff Times. Howard told me:

“There are three things I have to say about talk radio.  First, you get better and better in telling your story.  Second, talk radio listeners are intensely interested in what you have to say, and respond well. I have done about 10 interviews so far, and have acquired over 5,000 names at my website, and they are prime leads for my marketing efforts.  Third, talk radio listeners will often do business right now.  I have done somewhere in the neighborhood of 50 newsletter subscriptions — that’s around  $7,500 in business so far — and we haven’t even started marketing to the people who hit my website!”

I enjoy this feedback from my clients as it confirms what I know to be true.  The power of the media can be an incredibly effective promotional tool.

Look, the winning formula is clear – if your message has mass appeal, the quality of your product or service is high and you know how to use the media to reach your consumers, you can experience the same successes.  Actually, even if you haven’t had practice with the media – don’t let that stop you.  EMSI’s clients receive media coaching at no additional charge.  We want you to be the best you can be for the radio and TV interviews we arrange for you.

The bottom line is simply this – your products or services aren’t going to sell themselves. And, when you consider that millions of products are released into the market every year, you need to do everything you can to let people know about yours – and how it will benefit them!

But, the media is pretty selective about who they want on their shows.  So, if you qualify as a guest, you should definitely take advantage of this opportunity to have a live conversation with thousands of prospective customers.

And, while most public relations firms charge hefty monthly retainer fees without offering any guaranteed media results, my firm has a completely different approach.  At EMSI you don’t pay a monthly retainer, instead you only pay for the radio and TV interviews we arrange for you.

There’s one more thing you should know.  Because we don’t collect a monthly retainer, we have no vested interest in taking a long time arranging interviews for you.  Instead, our vested interest is in getting you on quality shows as quickly as possible because if you get the results you want, you’ll sign on for more interviews.

If you want to learn more about how we can get the media interested in your products or services, then call my partner Steve on 727-443-7115, Extension 202 or email him at steve@emsincorporated.com.  Steve will enjoy the opportunity to learn about your promotional goals and how we might be able to help.

We look forward to hearing from you!

Four Tips To Get Talk Radio Hosts Interested in Your Book

Talk radio interviews are one of the bases of a writing homerun.  In fact, they’re custom-made for non-fiction authors who want quick, affordable national exposure for their titles.

Let’s face it, where else can you:

* Kick-off a coast-to-coast publicity campaign in less than three weeks?

* Create promotional “buzz” for your book at the grass-roots level?

* Reach America’s greatest urban markets – Boston to LA – from the comfort and convenience of your own home?

* And, talk directly to fans and fans-to-be?

Publishers and best-selling authors understand all this. They know the marketing and promotional value of appearing as a guest on talk radio.  And, of course, so do we, as we’ve been arranging interviews for almost 20 years now.

And, during that time we’ve certainly learned a thing or two about the preparation that goes into booking guests on talk radio.

Let me share some tips with you:

TIP #1/ Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? Why is this important? Because, in case you haven’t noticed, talk radio is all about current events. Current events in politics, in sports, weather, health, culture. So when you know what’s current, you can package your message to fit the news…making you an attractive guest for a talk show.  Your job is to scan the network and cable news channels, the newspapers, look at news Websites, and, most importantly, monitor the talk radio landscape. Take time to listen to some local and/or national talk shows, hear what they’re talking about – get a feel for the rhythm of it.  Most of all – get a pulse of the public listening in.

TIP #2/ Tie-Ins To The News

I mentioned “packaging” your message? That’s a key. As you follow the hottest stories in the news, think of ways you can tie the message of your book into them.  Look for controversy or big names, big money or even relationship issues… These are always tantalizing topics for many talk show hosts (and their listeners). Developing a good angle for your book that’s newsworthy means you might even be able to get on the air with your novel – we’ve had success doing that a number of times.

TIP #3/ Pitch Your Topic, Not Your Book or Yourself

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you.  They want an interview, not an infomercial for your book. So, when pitching to hosts and producers, put emphasis on the issue you want to talk about on the air, rather than on your book. The fact that you’ve authored a book gives you credibility “currency,” so spend it wisely when pitching your cause. There’s no need to worry…once on the air, you’ll be given plenty of opportunity to plug your book during the interview.

TIP #4/ The Right Press Release Formula

Nothing is more important than the press release itself – it’s your key to the media’s door.  The quality of our press releases have everything to do with our  success in booking guests.  You want to make sure your headline is enticing – it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about.  It’s always good to include a couple of juicy or provocative quotes.  Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

There’s plenty more to learn about, but these few tips can help jump-start you into the world of talk radio.

Have You Started Work on Your Fall Book Promotion Yet?

The scramble for this fall’s book promotion is about to get underway.

Whether you’re a new author, new publisher, or just someone who’s been in this business a long time, you probably understand the reality here.

With nearly 300,000 books published every year, it takes real know-how and promotional intensity to make sure your book stands out from all the other new books being released.

You need that promotional intensity because, with deep pockets, your competition is very serious about how they play the book promotion game.

So, in order to win, you need to know two basic rules.

Rule 1: The Media is Your Best Path to Consumers

The big publishers know the value of great media exposure and what it can mean to the success of a new book.  The game to win is getting on the air and in the news, as soon and as often as possible….and ahead of everyone else!

Considering that fall is a prime publishing season, you need to get a jump-start on your competition – preparing your materials and creating your media strategy NOW.  Why?

First: RIGHT NOW, every book publicist and publicity department at publishing houses have their strategies defined and press materials in progress, or in many cases, in place.

Second: What many book marketers don’t realize is that there are a finite number of media opportunities available for guest interviews. It’s not like buying advertising time to promote your book where your money is all that matters.

Third: There are a finite number of media opportunities for specific topics! Let’s say your book is about real estate investing, and there’s a similar new book just released from the big boys. Since the morning news shows are slated to only do a couple of stories, at most, about your topic, the race is on to secure those slots. Whether it’s just you (the author) or a big publishing house, it will still come down to who got to the producer first with the best pitch.

Rule 2: Know the Media Timelines

Timelines are how long it usually takes for each of the different media to “bring you to the public.” For example:

1. Magazines. They have the longest lead time-monthly publications often schedule 3 to 9 months “out.”

1. Book Signings. If book-signings are part of your strategy-and they should be-even if only on a local level — you need to work these well in advance of radio and TV. Particularly if your book is a fall release. Competition for book-signings is fierce this time of year. If possible, we’ll start as early as 3 months in advance.

1. Local TV. We find it best to pitch producers 4 to 6 weeks in advance. Yes, some producers ask us to call back closer to the date our author will be in town… but even in this case, we’re still there first with our pitch and have hopefully left a positive enough impression to land the segment.

1. Radio Interviews. Two weeks in advance is a good rule of thumb. Sometimes producers will want you sooner, but this depends on the timeliness of your topic.

1. Newspapers. We pitch local newspaper journalists one to two weeks in advance, not earlier.  Daily papers are looking for “news” and unlike magazines they’re not planning as far into the future.

As you can plainly see, you need to start your campaign plans right now, right in the middle of summer. That’s the case whether you’re handling your own book promotion or hiring professionals like us to do the job.

And, if you are looking for professionals to help you-keep us in mind. For nearly twenty years now, we’ve been getting media exposure each and every week for non-fiction authors, publishers and a host of other clients.

The difference between us and many other PR firms is our slogan: Guaranteed Media Attention. We guarantee what we’ll do for you. If you pay for talk radio interviews, you’ll get the number of talk radio interviews you paid for.  If you want TV coverage, you’ll only pay for the TV appearances we arrange. Period.

Economic Downturn Slices Corporate Marketing Budgets

American companies are tightening their advertising budgets and finding new ways to entice customers amid nationwide economic woes.  MarketingSherpa’s 2008 “Marketing During an Economic Downturn” survey reports 60-percent of large companies are significantly shrinking traditional type marketing budgets this year.

“What happens is that the current economic crisis puts pressure on advertisers to save money and find more effective marketing channels,” said Karsten Weide, program director of Digital Marketplace and New Media at IDC.

While much of what is left of the marketing budget is being filtered into online media, traditional advertising like newspapers are facing the biggest dip in revenue in 50 years according to The Newspaper Association of America (NAA).

This advertising cutback is prompting many businesses to seek out cost-effective alternatives, such as PR, to build their small and mid-sized businesses into larger ones.

Although corporations may understand the power of public relations, many assume that a media-focused PR campaign is beyond their fiscal reach.  This comes down to the fact that most traditional public relations firms charge hefty monthly retainers without offering any guaranteed results.

Yet, when it comes to PR the results are all that matter.  Executives are demanding more bang out of every buck, with none of them wanting to pay for pitches that don’t pan out.  At the end of the day, executives and decision makers need to know that their financial investment will be rewarded with a measurable return.

None of this is news to Marsha Friedman, CEO of EMSI (Event Management Services Inc.).  A pioneer in pay-for-performance PR, her firm has been delivering guaranteed results for their television and talk radio campaigns for nearly twenty years. To her, there’s nothing “trendy” about it.

Friedman says, “While most PR firms want to be paid for the entire campaign procedure, the philosophy of our firm is to only get paid for the media exposure we obtain.  We developed a fee structure based on the delivery of radio and TV appearances, which forces daily focus on the end result instead of the process.  Let’s face it.  In this economy, when it comes to PR, clients are hungry for tangible results.”

A growing number of marketing departments and CEOs across the nation are sitting up and taking notice. In these critical economic times, marketing dollars are a precious commodity and must be invested wisely.