How to Get Hometown Media for Your Book

As an author, you may have recently published a book.  In writing this title, you dedicated much of your time and passion in order to create a final piece of work that can be enjoyed by people everywhere!  But getting your book noticed is no easy feat.  In this crowded marketplace (there were nearly 300,000 books published in 2007 alone) you MUST take an active approach to let book buyers know that your book exists, on both a national and a local level!

While national media exposure for you and your book is ideal, there is great power in local media exposure as well.  By focusing on your hometown media outlets you will be able to build a solid base of fame and recognition from which to grow on.  Creating as much “buzz” as you can locally will compliment your national campaign to no end and it also gives you invaluable media experience when the national media starts to knock on your door.

Fortunately many local journalists and on-air personalities enjoy interviewing local authors and experts like yourself.  This gives you an upper hand in grabbing their attention, and you will also gain their support in spreading the word about your book!

If you want to create solid book “buzz” in your hometown, I would recommend the following actions:

*Book Signings:  When it comes to the secret weapon of gaining local exposure for your book, they don’t make ‘em any stronger than this!   At every book signing:

• Books will be stocked on their shelves after you leave, unless of course you have a sell-out
• You’ll receive free advertising and promotion in the book store’s customer mailings
• You’ll have prominent placement for as much as a week prior to your signing
• You’ll earn powerful third-party endorsements by store employees whom have met you during the signing

 (If you would like more information about the Hidden Values of Book signings, please click here to request your copy of my article “The Truth About Book Signings”)

Book signings are a goldmine for local publicity.  I strongly suggest doing as many as you possibly can, including all stores that are located within a 100 mile radius.   Even ask friends and relatives to see about setting up book signings for you in their hometowns.  The name of this game is not only to create the local “buzz”, but it is also “let’s sell some books!”

*Talk Radio Interviews and Television Appearances:  Generally speaking, every city has radio and television programs that have a format for guests.   Do your research on the web to find the main stations that broadcast in your hometown.  Then go to their website where you will find information about the shows they broadcast.  Look for those with a format for guests and find the contact information for the producer.  Then call and pitch yourself as a guest.  How many should you aim for?  AS MANY AS POSSIBLE!

*Local Newspapers and Magazines:  When it comes to the print media, at EMSI we find that “Tips” type articles have an extremely high pick up rate with newspapers and magazines.  If your topic offers any sort of solution to a problem, then a “Tips” article is what I would suggest.  Write an article that gives 5-7 helpful, quality solutions (or “Tips”) to a problem that many people face.  Next, identify the newspapers and magazines in your local market, go to their website and find the right “beat” your topic falls in - for example - religious, business, health, lifestyle, etc - and send your article to the journalist that covers that “beat.”  If there isn’t one person in particular that you can identify, “as you’ll find in smaller weekly papers” send your article to the editor - in - charge.  Make sure that the article is professional and print worthy,  if so some publications will print it “as is.”  But since you’re a writer, this should not be a problem.  And once again, get as many print placements AS POSSIBLE!

When it Comes to Your Hometown Media: Get As Much As Possible!

Let US Worry About Getting You National Media Attention

You have a lot of work to get done to successfully execute your local publicity campaign, so let EMSI focus on the national attention that you and your book deserve.  We are publicity experts with nearly 20 years of experience and know how to gain the media’s attention outside of your local market.  Plus, our fees are unbeatable.  With no monthly retainers, pay-for-performance fees (radio and television) and project based fees (print), we can get you the national media attention that fits to your budget.

So get the national “buzz” for your book started today.  Call Damon on 727-443-7115, Extension 208 or email him at steve@emsincorporated.com.  There is no time to waste to actively promote your book so it stands out from the pack both nationally and locally!

May 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Print, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

Two Terrific Publicity Tricks That Will Help You Promote Your Product More Effectively

You know how hard it is to develop a product.
It may be a labor of love, but it’s still a labor.  And while you’re not out there cracking rocks with a sledgehammer, some might even call it hard labor.  That’s okay.  Nothing good comes easy.  And there’s no question that you’re wonderfully suited for this kind of labor, right? But the challenge comes shortly after you finish laboring on your masterpiece.

What do I mean?  You’ve got to jump into the promotional trenches and fight, tooth and nail.  Consumers need to know that your product is out there and national media exposure is the best way for you tell them.

Call it the double whammy of product development - as hard as it is to develop a terrific product, it can be even harder to promote it.  Which has, sadly enough, turned out to be the death sentence for far too many “could-have-been” best-selling products.  After all, how many companies have been great at the first “whammy” only to throw their hands up at the second (and then, tragically, and out of sheer frustration, given up altogether)?

Fortunately, good product promotion doesn’t have to be as mysterious as the pyramids - you can put some little-known (but wonderfully effective) publicity “tricks” to work for you starting this very day.  For example…

Is This YOUR Month?
Ever notice how every month comes with “awareness themes?”

Take April, for example.  Among its other awareness themes, April is Cancer Control Month, National Decorating Month, Physical Wellness Month, National Humor Month, National Autism Awareness Month, Lawn and Garden Month, National Car Care Month and Alcohol Awareness Month.

And that’s just April.  Every month has its own theme list.  And you can bet many of those months have themes aimed at your product.

So what’s the strategy here?  Pretty simple, really: Tie the message of your product to a month’s theme.  Do a good job of that, put your press release right in front of the media’s “nose,” and you could just land several high-profile interviews.

That’s one nice way of cracking into the formerly impenetrable “media fortress.” Here’s another:

Tie into Today’s News

You’ve got to be a bit more agile for this.

Whenever there’s a news story that relates to the message of your product, cook up a strong press release and shoot it right over to talk radio producers, TV news producers and newspaper editors.  These people are ALWAYS looking for credible guests with great slants on today’s news.

How long do these kinds of news windows stay open?  Not long at all.  That’s why, as I said, you’ve got to be quick and agile.

Either that…or you’ve got to enlist the help of a PR professional who is quicker and more agile than you’d ever care to be.

Where Great Product Gets Great PR

Of course, we’d love the opportunity to promote your product.  We’re not rookies at this.  For nearly twenty years now, we’ve been getting our clients the national media exposure they so desperately need.  For example, we schedule 50 to 100 radio interviews virtually every week!  Talk radio producers and hosts from the nation’s 100 biggest markets rely on us for the steady stream of top guests they need.

One big advantage of ours?  We get paid on a performance and project basis rather than a monthly retainer operating on a “best-efforts” basis (which is the way most PR firms bill their clients).

As one of the country’s leading pr firms, we can quickly get you on-the-air and in the news, talking up your product and stirring public interest in your company.

The best part of what we do? Our extremely affordable rates.  If you’re ready to find out how we can create a national “buzz” for your product, call  Steve Friedman at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.  Nothing beats a real-life conversation!

May 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Positioning, Press Release, Print, Public Relations, Publicity, Publicity Advice, Radio | No Comments

10 Reasons Why Talk Radio is the Best Promotion for Your Product and Service!

As publicity experts, talk radio is one of the tools that we use everyday to help our clients gain national recognition, promote their books and popularize their causes.  And because it is so effective our clients keep coming back for more!  Fact is - talk radio may honestly be one of the best-kept marketing secrets there is. There are many reasons why this is true - but let me give you ten to start with:

1. THE RIGHT DEMOGRAPHICS.  Every year Talkers Magazine does a research project to profile who’s listening to talk radio.  And, every year their survey confirms that the talk radio listener is, “diverse, educated, attentive, active and affluent…” If this describes your customer - it’s a perfect match!

2. TARGET AUDIENCE.  Not only are the demographics of talk radio great - but with specialty talk shows on politics, health, relationships, lifestyles, finance, consumer advocacy, sports, etc., we can identify shows that are a perfect match for your service, once we know the audience you’re trying to reach!

3. EFFECTIVE SALES TOOL.  Publicity is definitely not paid advertising.  But it can be far more effective.  Just ask Dr. Arnold Goldstein, well-known financial advisor and author, “The interest in our books from radio interviews has far exceeded the response we’ve seen from our advertising campaigns.  Dollar-for-dollar, talk radio interviews has shown a much better return!”

A compelling radio interview can promote your product or service without the audience even realizing it!  And, as hosts don’t want to be bombarded with phone calls with questions about your company, they’re highly motivated to frequently mention your website or toll-free number.

4. THIRD PARTY ENDORSEMENT.  Talk radio hosts have loyal followings - that’s how they maintain their ratings.  And listeners tune in daily to hear what their favorite host is talking about.  As that host is often thought of as an old friend or even a trusted advisor, when you appear as a guest on their show, listeners hear an implicit endorsement of you, your service and your message!

5. CREDIBILITY.  This is a crucial ingredient in every marketing campaign - and talk radio supplies it in abundance.  One of our clients told us, “…every show I’ve appeared on - the host tells his listeners about my great expertise, my many accomplishments and how proud they are to have me as a guest!  Of course, the more important I am, the more important the host appears to be. As far as promotion and credibility goes - it just doesn’t get any better!”

6. TIME TO TELL YOUR WHOLE STORY.  As a guest - you get not just 60 seconds, but ten to sixty minutes of quality time with a very targeted and attentive audience.  You have enough time to talk about your service and in many cases you have a chance to answer questions from callers.  It’s a perfect way to get your full message heard and understood by the audience!

7. COST-EFFECTIVE PROMOTION.  Talk radio interviews are all done by phone.  So without ever leaving your home or office you can have a direct and oftentimes live conversation with consumers around the country.  Plus our fees for this publicity service are minuscule compared to what you’ll spend in advertising dollars to buy the same amount of air time!

8. IMMEDIATE EXPOSURE. You can be on the air within two to three weeks!  And, because talk radio keeps up with changing times and topics, we can continuously create new angles for your topic that reflect current events, to keep you on the air and in the news on an ongoing basis.

9. BEST BANG FOR THE BUCK.  With probably 1,000 + talk radio interviews under his belt, nutritional products spokesperson, Dr. W. Wong says, “Talk radio is the greatest way to get your message across to a large group of people at one time.  There’s a captive audience during morning and evening drive times, in the middle of the day with stay-at-home moms and people in the workplace and for those folks awake late at night.  It’s better, cheaper and faster than TV appearances.  Without question - talk radio provides the best bang for the buck!”

10. WE CAN DELIVER THE SHOWS FOR YOU! Scheduling talk radio interviews is second-nature to us.  Talk radio producers and hosts from the nation’s 100 biggest markets have come to rely on us for the steady stream of top guests they need.  In fact, that’s why we’re able to schedule 50 to 100 interviews week after week.

If you want to hear more about our affordable talk radio campaigns to promote your service, call my partner Steve Friedman, today at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.

Nothing beats a real-life conversation and we are more than happy to spend as much time as needed to help guide you.

May 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Positioning, Public Relations, Publicity, Publicity Advice, Related PR, talk radio | No Comments

How to Fix a Broken Public Relations Campaign

The 6 Little Known Facts About Profitable Positioning

What’s positioning?   It’s the art of presenting your message in such a way as to convey an immediate understanding of your subject.  It “positions” your topic with other like topics in the news so that those reading your materials can easily understand the subject and how it compares to others like it.

Although positioning has been used by Madison Avenue, there is still little understanding of this concept beyond that world.  If used correctly it can put a derailed campaign back on track and create huge media success.

If you’re not a nationally recognized brand name then you will need a lot more strategic creativity in your presentation to the media.  Let’s face it, with the massive number of products released each year, there’s a demand on companies to get aggressive about promotion.

This battle for attention makes the job of product promotion increasingly more difficult.  Positioning may be the missing link that will pull you through.  Here are some tips that we use at EMSI to position our clients to the media:

1)      The writer creating the press materials must have a solid understanding of not only the product, but also its relevance to today’s society.

2)      Look at the product for those pieces of information, or “pearls”, which set it apart from others in the market.  Also keep an eye out for those statements or assertions made by the business that are alarming or ground-breaking.

3)      Find out how similar topics are being portrayed in the media.  How does yours compare?  Is it different?  Is there a new slant to it?

4)      Distill this information into a two page release positioned with current news or events and an exciting headline.  Remember that you’ve got to grab and keep the attention of a very busy producer or journalist.

5)      Don’t require the media to use their imagination to see how the topic would be of interest to their listeners, viewers or readers.  Give them an instant concept of what you are suggesting in the headline.  That’s positioning at its best.

6)      Remember to include those special features about the spokesperson that positions him or her as an authority on the topic and a qualified guest!

Here at EMSI we know the power of media strategizing and positioning.  For over 20 years we have been arranging interviews for our clients on TV and radio as well as getting their products in front of top national journalists.  And with our specialist media division News & Experts, who represents our clients to the media, we know the angles and the pitches that make them pay attention to our clients.

If you want help in getting your product the attention that deserves, call my office today at 727-443-7115 and speak with Steve at Extension 202.  Or email him directly at steve@emsincorporated.com  - he’d love to hear from you!

May 23rd, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity, Publicity Advice, Related PR, talk radio | No Comments

Barter Exchange Can Increase Your Business

A barter exchange shouldn’t be thought of as a slight income loss, but a way to help increase your business instead. It’s called a barter exchange because you really do get something in return for a service you give away. Be sure to reflect on what you really need when you consider using a barter exchange to attract new customers and build new business contacts. You’ll be happy with the deal if you get something you really want or need in return for trading a service or products. Read more

May 20th, 2008 | Posted in Related PR | No Comments

Brochures: An Easy Way To Get More Customers

When it comes to promoting a business, non-profit or social club, many people become overwhelmed with the advertising and marketing possibilities. In this digital age, however, it is imperative not to underestimate the importance of collateral, that is, tangible items that your intended audience can take with them as a reminder. Brochures and custom business cards are two of the time-tested collateral pieces that any organization should have. Read more

May 20th, 2008 | Posted in Related PR | No Comments

Trade Exchange: Understanding The Differences

In order to comprehend “trade exchange” you need first to be aware of the difference between a trade and an exchange. Basically, /”barter“/ might be called trade or trading, yet the term ‘trade’ might refer to an exchange of money, credit cards, checks, or any type of funds. An alternative definition for barter is swapping products or labor for something else without the exchange of cash. Read more

May 19th, 2008 | Posted in Related PR | No Comments

5 Strange Tricks To P-U-L-L People’s Eyeballs Into Your Sales Letter

If you want people to read your marketing material, it’s getting a lot more challenging than it used to be. However, you can utilize techniques and tricks to make it easier to do so than before, too. Read more

May 19th, 2008 | Posted in Related PR | No Comments

Postcard Printing - For Your Business

Many big or small companies use postcards as a means to advertise their products or services to new customers and existing ones. The postcards work very well in advertising and make a wonderful tool. They are also a cheaper means to advertise then other means. They are also easy to handle. Read more

May 13th, 2008 | Posted in Related PR | No Comments

Fundamentals Of Web 2.0 Marketing

If Web 1.0 was all about chatrooms, tacky banner exchanges and cute emoticons, Web 2.0 is all about social networking, interactivity and user-generated content. So which sites are the icons of Web 2.0? Well, social networking websites (FaceBook, MySpace, Bebo, etc.), social bookmarking sites (Digg, Del.icio.us, etc.) and, of course, the grand daddy of user-provided information, Wikipedia, are a few examples of the new icons of the Web 2.0 universe. Read more

May 12th, 2008 | Posted in Related PR | No Comments