Not everyone has an outgoing personality, but that doesn’t mean you can’t have a successful publicity campaign. There are lots of ways to reach your audience without bright lights and fanfare. Here are just a few examples:

1.  Book Reviews

You or your publicist submits your book to online or print publications that review books. This can help when consumers are searching online or perusing magazines. You can also use reviews as endorsements in your publicity of the book.

2.  Blog Tours

Partner with a publicity firm that offers blog tours. This is where your book is offered to a large list of bloggers and whoever decides they want to blog about it jump aboard and the tour begins. This creates great internet presence.

3.  Charity/ Giveaways

Be willing to offer your book to charity drives, share-a-thons, giveaways, etc. to gain exposure. You can bless others and start word-of-mouth about your book.

4.  Website Promotion

Start a Website. This is an integral part of publicity. Every author needs to have a place that consumers can find them on the Web. Be sure to have a professional create your Website and spend the money necessary to communicate professionalism to your audience. WinePress offers 5-page custom websites that will meet your needs.

5.  Advertising

Advertising is an excellent way to reach many different markets. Print and online advertising present your book to the public and lets them know you are willing to invest in your book. Advertising is best used as building blocks to branding your message. Keep your ads frequent, consistent, and professional.

6.  Direct Mail Campaigns

Send impressive marketing materials directly to your audience. Schools, churches, specific ministries or organizations can be the target in a direct mail campaign. Postcards, brochures, special invitations, and more can arrive in the hands of who need it most. WinePress can handle finding a list, creating the materials, and sending them out for you too.

As you can see, if you’re not comfortable promoting your book publicly, there are still many creative ways to gain exposure. While this list can be accomplished to some degree on your own, it’s always best to have a publicity department or publicist with experience in the market, relationships with media, and media resources on your side.

Abigail Davidson has worked with WinePress Publishing since February of 2005. She helps promote WinePress authors through radio, television, print and Internet.

She also works closely with other WinePress staff on advertising and marketing to help WinePress authors build a publicity campaign that makes sense for their unique needs.

Do you have a Website and a blog?

Great!

That’s a very good combination to reach a variety of people.

Do you have one or the other? Well, you should seriously consider having both.

Have neither? Then you should start with this article. A common mistake people make is that a Website and a blog are basically the same. A Website and a blog serve a unique purpose and should not be interchanged. Here’s why.

BLOG

A weblog (blog) is a good way to communicate with folks on a personal level. Think of it like having a conversation through your browser. For speakers, it’s like having an “always on” audience. For authors, it lets you provide current information or new happenings with your topic. For anyone else, it’s a way to keep in touch with many, many people.

Your articles just might become valuable resources to people. As a programmer, I find a lot of really good tips on blogs. They’re usually down to earth and straight-forward. The reader comments allow me to know just how useful the information is.

WEBSITE

A Website is your professional presence on the Internet. For people who don’t know you and want to know just how “real” you are, a Website will establish that credibility.

While you’re encouraged to keep fresh content on your home page, visitors will know that the information is somewhat established. It’s easy to navigate to various pages instead of having to sift through blog posts. If you’re trying to impress someone (like buyers, media, publishers, etc.), a Website is a must-have. Unless your job is strictly blogging, you’ll need a Website to catch the full range of readers.

At WinePress we understand the importance for every author to have an Internet presence. That’s why we offer blog consultation and a variety of Web design options. Every WinePress and Blue Ribbon Pleasant Word author receives a free blog to kickoff promoting his or her book.

Kevin Cochran is the IT Manager at WinePress Group, and spends much of his time developing applications for the Co-Captain publishing software. In addition, he oversees the network, servers and computer systems at WinePress to ensure availability and productivity for both employees and authors.

Do I really need a Web site to market my books?”

Authors often ask me this question and my answer is “Yes. Most definitely.”

Traditional marketing methods include advertising in catalogs, magazines, newspapers, over the airwaves, etc. Many authors who grew up in the pre-Internet era overlook the importance of having a Web site. But an author Web site plays a critical role in today’s market.

Here are three reasons why.

Credibility

Wouldn’t it feel awkward using a convenience store that’s run out of someone’s home?

Having a storefront establishes credibility of the store owner. The owner has taken the “risk” of the storefront in order to benefit his potential customers. That move automatically establishes a level of respect and trust that could not be gained from the “home store.”

A Web site is that storefront for today’s author. It’s a place where you can let people know who you are and why they can trust you. And as an added benefit, like the convenience store, your Web site is open to the public 24/7!

Buying Habits

Think about your habits. When something interests you, don’t you “Google” it? I can’t help but think of the many times I’ve lost interest in an individual because I couldn’t find their Web site. These days, an author without a Web site isn’t taken seriously.

Professionalism

What if your dentist came in to work on your teeth wearing last Saturday’s gardening clothes? Would you be impressed, shrug it off, or leave as fast as you could?

Like your dentist, you—the published author—are a professional, and you need to act like one. Your Web site speaks volumes about what you value; a cluttered, tacky-looking site is worse than not having a Web site at all. A great-looking site doesn’t have to cost a fortune, but a professionally designed site will earn you respect.

Kevin Cochran is the IT Manager at WinePress Group, and spends much of his time developing applications for the Co-Captain publishing software. In addition, he oversees the network, servers and computer systems at WinePress to ensure availability and productivity for both employees and authors.

During presidential election years we hear a lot about campaigns and who’s on the campaign trail. Each candidate launches his or her campaign and builds a platform.

The same is true for authors.

If you want to reach large audiences, you need to plan a campaign. Working with a publicist is a great way to get started.

Your publicist helps you determine your target audience and develop the best campaign strategy for you. The options are endless on the campaign trail, from TV and radio appearances to book signings and book reviews.

Are you a go-getter?

TV, radio, and public speaking engagements may be for you.

Perhaps you’d just like to see your book featured in the newspaper or earn some reviews.

An Internet article campaign may best suit you.

Are you timid and fear public speaking?

You’re not alone. Statistics show that nearly 40 percent of us would rather not stand before a crowd.  But, don’t count yourself out of that arena yet.

One author shared that she dreaded the thought of speaking publicly. However, she felt her message was important enough to share with others. She eventually accepted offers for speaking engagements, and they became an honor and a joy for her.

Keep in mind that the best campaign to launch is a combination of all different strategies. This helps to effectively reach the goal to target multiple media contacts. And again, the sky’s the limit.

Consider these tips when promoting your message and book:

• Contact a publicist who will work hard for you and get you started on your campaign trail.
• Determine who your target audience is.
• Brainstorm ideas with your publicist on how to get your message the most effective exposure.
• Establish what kind of campaign best suits you and your personality.
• Remember that publicity is time sensitive; be patient and watchful for opportunities.
• Enjoy yourself! You’ve worked hard writing your book, and now it’s time to share it!

Related articles:

• Three Free Print Publicity Options
• 7 Ways to Prepare for a Radio Interview
• Keys to a Successful TV Interview
• Home Sweet Home: How Local Media Can Jumpstart Your Publicity

As a member of WinePress’ Publicity department, Robyn Williams’ goal is to help authors promote their message and make media contacts. She loves getting to know authors, learning why they wrote their books, and helping them share their stories.

After you have completed some training (through a Christian speakers bureau or through your local Toastmasters), check out the civic groups in your area. The Kiwanis, Rotary and Lions Clubs are always looking for speakers for their weekly and monthly meetings. They don’t pay, but they are a great way to get some experience under your belt.

If your topic is specific to a “felt need” in the church, there is probably a small group meeting in churches in your area devoted to the topic.

Some possibilities:

• single parenting
• mothers of preschoolers
• job support
• domestic violence
• crisis support
• seniors
• women’s abuse issues
• men’s issues
• depression
• special prayer ministry
• terminal illness or bereavement support,
• eating disorders
• post-abortion stress syndrome
• veteran’s issues
• wives of veterans
• chronic illness/pain support
• alcohol/drug recovery
• gambling addictions
• sexual addictions
• divorce recovery

Contact the Leader

Once you determine the group that would be best for you to share with, contact the church to find out who the leader is. Then contact the leader and ask if they are ever looking for a speaker resource for their meeting time.

Carry Business Cards

As you begin developing your speaking platform, keep in mind that while everyone you meet is probably not a prospect to book you for a speaking engagement, just about everyone knows someone who is involved in a group or organization that has need of speakers on a regular basis. Make sure you have a business card with your picture on it and some of the topics you speak on and hand them out to everyone you know and/or meet.

Try to get the contact information of the person they know who might be able to lead you to the decision maker for a group or organization, and then follow up.

Make Warm Calls

You might feel more comfortable making a “warm call” instead of a “cold call” so consider this: Send out a letter and brochure introducing yourself and your book as a resource to the group leader, and offering your speaking ministry to them as a way to encourage and build up their participants.

Follow-Up

Close the letter with a promise to follow up with a phone call in a week or two. That way, when you call, you are not catching them off-guard; they will be expecting you. (This method will not be as effective if you are sending your letter and brochure to Director of Women’s Ministries in care of the church name, because you don’t know who it’s going to or who to ask for when you follow up. It works best when you have a name of a group leader and send it to that person directly and then follow up with them personally.)

This fundamental building block in developing your speaking platform will go a long way in building credibility.

One grandparenting expert built her speaking circuit to the point of being dubbed the “grandparenting guru of the Midwest.” She spoke at civic groups, churches, corporations, women’s retreats, and PTA meetings.

She built her reputation as an expert in her field and used much of the input she received from her speaking engagements to write her book on grandparenting. She did not want to wait for a traditional royalty publisher to offer her a contract; she chose to self-publish.

She started out with 2,000 copies and sold them all within six months. She had built a substantial mailing list from her many speaking engagements and had an automatic channel of distribution for her book.

These days, it really doesn’t even matter if your book has anything to do with the topic you are speaking on; the truth is, whatever you have on your book table will sell after your audience has heard you speak. In fact, your book might not even be of interest to your audience personally, but they may very well know someone else who might benefit from the book, and buy it as a gift, complete with your signature inside!

How to Prepare

Often, having a book in print will open more doors for you to speak, or will help accelerate an already established speaking ministry, so be prepared for the inevitable. To get prepared, attend some speaker training, if possible from a Christian perspective.

Two good choices are Speak Up Speaker Services and CLASSeminars. Both of these sessions train you on the basics of effective speaking.

Many communities also offer Toastmasters groups.  They typically meet monthly, and sometimes more often, and give you a good chance to practice speaking in front of a group of people.

Collateral Material

Develop collateral material to promote your speaking ministry to include a brochure or “sell sheet” that includes your picture, bio, information on your book, and different topics you speak on. A few endorsements from groups you have spoken for in the past would also be helpful. This enables you to present yourself in a professional manner to a speakers’ committee or planning board.

Another important piece of your speaking ministry materials would be a good quality audio tape or CD of you speaking to a group. Often, if someone on the planning board hasn’t already heard you speak, they will require a sample to review before inviting you.

If you don’t have a good copy of your presentation, then set up a time with a group of friends where you can present your topic and get good group feedback during the session. Make sure the taping quality is good and there is no background noise.

Spread the Word

Once you’ve learned the fundamentals of effective communication and compiled a professional set of materials to promote your speaking ministry, you should begin to let people know that you are available.

However God helps you orchestrate it, develop a system for your speaking ministry to stay organized and begin to build a platform that can be measured and leveraged in the future.

1. Determine your target reader

The critical first step is to determine what individuals and groups will be most interested in your topic.

Picture your target reader. Now find an old magazine and cut out a couple of pictures of people who “look” like your target reader. Tape those pictures next to your writing space, so you always keep your reader at the forefront of your mind. Every word in your book should speak directly to your targeted reader.

2. Ask for referrals

Before, during, and after writing your book, you’ll want to make meaningful connections with your target readers. Here’s one method many authors use successfully:

Ask for referrals from everyone you know and/or meet.

Let’s say your expertise is in the area of adoption. Most people you meet won’t be actively considering adoption, but almost everyone knows someone who is.

Perhaps you’ve written an inspirational book for women in ministry. Most people you run into aren’t in charge of a women’s ministry or are on the planning committee for a retreat, but they might know someone who is.

Asking for referrals is a non-threatening way to build a list of names of key influencers in your target market.

As you build your list, get phone numbers, addresses, or e-mails, and document the name and number of the person who referred you. Don’t forget to thank them for the support (a hand-written thank-you card is always a nice gesture).

3. Follow through

Next comes the important, but scary part: follow through. Introduce yourself to the prospective influencer via a brief phone call or an introductory letter/e-mail. Follow up a couple of weeks later.

Open by explaining that so-and-so gave you their contact information and suggested you contact them about your book. Ask the contact for permission to send them some information.

Remember: you want to become a resource for that person, so don’t be pushy, and be considerate of their time. Ask when would be the best time for you to chat. Verify their address and then follow up a week or two after you send the information.

Whatever you do, don’t neglect to follow up! All the work to develop a list of contacts is wasted if you don’t follow up.

Since 1991, I’ve had the privilege of watching many authors use their experience publishing with WinePress to build a platform, prove they have a market, and contract with an agent or directly with a royalty publisher.

In fact, WinePress was born out of a successful self-publishing experience. A ministry book I was involved with sold 10,000 copies in less than two years before Multnomah Books bought the rights and sold 40,000 copies over the next eight years. Before I knew it, people started asking if I could help them with their manuscript, and the rest is history.

Today more than ever, editors and agents don’t want to hear that you’re “willing to speak and do radio interviews and book signings.” They want to know how many times you speak per year and how large the groups are; how many books you’ve sold. In other words, they want to know what kind of a platform you already have.

Often, self-publishing can help you build that ever-important platform so you have something to take to the “table” when proposing a potential book project with a royalty house. Our most recent example is Dorothy Valcarcel.

Dorothy had been teaching the concepts in her book, The Man Who Loved Women, for years, and had an active Web site with bible study groups in her region studying the material. Even with that strong platform, her agent, Joyce Hart, was unable to land her a contract with a royalty publisher, though she pursued it relentlessly for a full year. When nothing resulted from the proposals, Joyce recommended she come to WinePress for a professional product and marketing campaign.

Dorothy started out with 5,000 copies and ended up reprinting in less than two years. After sales reached 7,000 copies, Joyce went back to some of the same editors she had pitched earlier and tried again.

This time Baker Book House was convinced and bought the rights to her book. Having proven through professional self-publishing that a market existed for her book, Dorothy found an even greater audience through Baker.

There’s nothing like having a professionally produced book in print to start building that platform and getting your message out to those who need to read it. If your goal is to land a contract with a royalty publisher, you might consider the strategy of professional self-publishing as a stepping stone to that end.

Athena Dean is a Solutions Advisor for the Pleasant Word division. She works with new authors who need to test the market for their book using custom print-on-demand technology.

A filler article follows a basic format: an opening paragraph followed by four to five points. This format allows editors to delete your last point(s) if the article is too long, says Silvana Clark, professional speaker and author of hundreds of articles.

There are two main types of filler articles.

1. How-To

The format for a “how-to” filler is an introductory paragraph followed by four to five points. The following is a shortened, “filler” version of a how-to article published in Successful Meetings magazine:

2. Roundup

The “roundup” format’s introductory paragraph is followed by four or five points. You could roundup information on five of the best computer programs for small-business owners or roundup information about four customer service books. Naturally, if you have written a book on customer service, your book is included in the list.

Writing filler articles establishes you as an expert in your field and increases your visibility. So rather than spending many hours writing a feature article for a major magazine, spend a few minutes writing a filler article for a trade publication!

Source:
“Writing Articles to Increase Your Visibility,” Silvana Clark Professional Speaker Magazine

We asked Theola about “Woman to Woman,” and would like to share her insights with you.

How have you used Internet radio to expand/build your platform?

My vision is global, and without Internet capabilities like that of my radio broadcast, my reach would be limited to my immediate surroundings.

What kind of traffic to your Web site have your Internet radio broadcasts produced?

I credit the radio show for pointing many to my church Website, my speaking Website, and my business Website.

How has this venue helped you achieve “expert” status?

Internet radio for me has created more than just a web presence used to promote my particular spin on women’s issues. It has been the foundation for which I credit all of the connections, both personally and professionally, that have allowed me to go beyond my four walls. It adds the kind of credence that has probably moved me up a notch or two in the minds of some, but the connections I make are what make the difference for me.

What has been the most rewarding aspect of hosting your radio show?

It is truly rewarding when out of nowhere, I can be contacted from someone in another country that wants to thank me for what they feel was a job well done on one of my shows. Also, being given special permission to host during certain hours that are normally reserved for more experienced hosts has been awesome! As a person who enjoys engaging in dialog, I think it’s awesome that others actually want to hear what I might have to say.

What has been the biggest challenge?

Technical difficulties always make me feel less than professional. I realize that most people understand that it is usually not my fault, but still… Also, being a speaker who is used to a live audience, I am finding it challenging to be at complete ease with no immediate response or eye contact. I’m learning.

What is the most valuable lesson you’ve learned by hosting a radio show?

People matter. Whether or not I am face-to-face with them, I must be mindful of my motive when I speak on any particular topic. I don’t agree with using radio as a platform to just say what I want to say without regard for those who may hold a different opinion. I make no bones about my position, but I try my best to see the biggest picture possible.

What pitfalls should authors who are considering starting their own Internet radio show avoid?

Overdoing it. It’s not a good idea to build an entire radio show around one or two books. Slamming listeners with just one message is boring and will probably hurt in the long run. I suggest having a radio show that promotes other authors. Then, as you gain a solid listener base, accept invitations to be the guest author on other shows that have listeners who will benefit from reading your book.

What kind of budget is needed to develop an Internet radio show?

When you host your show from an outside state, you will incur long distance charges as will your listeners who call in from an area code outside of your listener line calling area.

Does Internet radio work as a platform-building method?

Those who are considering doing Internet radio broadcasting can be certain that if they have relevant content for a target audience and can be dedicated to their listeners, their platform will see growth. This method can work for everybody: authors, ministries, entrepreneurs, etc. There are several online radio opportunities, not just radio but online telecasts as well, that can all be used to expand your potential growth.