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Getting More Publicity - How to Be Galvanizing
by Paul J. Krupin, Direct Contact PR
You've written a book. Now what? It's time for some publicity. It's time to "spread the word."
You ask, "What do I put in a news release? What are the right words?"
What can you say that pushes the media's hot buttons? How do you now get published and interviewed so that you get media coverage that sells you and your products?
If you are going to jumpstart your publishing career you've got to give the media what they want!
And guess what -- what "they" really want turns out to be what most people in America want:
It should come as no surprise. People want an emotional experience that takes them out of their boring, humdrum lives and temporarily takes them away -- transcends their reality to a time and place far, far away.
They want to experience the dramatic personal pain, suffering, pleasure or achievement that someone else is going through.
Look around you and you'll see that all news coverage is basically designed to cater to this very special goal -- this is what the Public wants.
They want to be stimulated. Emotionally. Not intellectually, but deep, deep, deep inside. They want to feel what it's like to be in someone else's shoes.
And once you realize this, you'll realize and learn how to push the media's hot buttons.
If you are going to be successful you must give them what they need.
This is not rocket science. It is psychology.
I reviewed the news releases that I've done for the past few years for authors and publishers, seeking to identify the common characteristics of communications that produced stellar media responses -- and the book sales that went with them. I sought to take a fresh look at the key
issues that appear in the marketing communications that produced the best success -- the ones that were what I call "galvanizing." It was a fun exercise.
Here are 22 points on the topic:
"How to be Galvanizing"
gal•va•nize (def.) startle: to stimulate to action; "...startled him awake"; "galvanized into action"
1. Be right and be first to tell people that you are right on.
2. Be wrong but keep trying to do it right and be the first to admit it, telling people what you did wrong and are doing about it.
3. Communicate clearly and help the people you can help the most. Put your audience first.
4. Demonstrate purpose. Do something noble and heroic and active, don't just talk about it.
5. Be passionate and surprise people by doing something interesting, unusual, and real.
6. Make people laugh and smile at you, with you and at themselves.
7. Give people relief from a headache or the pain they are experiencing now.
8. Show people a half naked man or woman. Why? Because it works. Now make it relevant or
meaningful to your ideas in some surprising and legitimate way.
9. Tell people about their innermost fears or insecurities.
10. Predict what is going to happen six weeks from now and why it is important.
11. Be spontaneously alive and exuberant about people and your ideas.
12. Show people courage and do something amazing and brave.
13. Be astonishingly honest and sincere. Achieve authenticity.
14. Be irreverent and make people realize the folly of their beliefs.
15. Tell true dramatic and personal stories. Focus on achievement in the face or adversity. Help people see themselves in the story.
16. Shake people to their roots. Tear apart a sacred cow.
17. Scare people with a prediction. Identify and describe the common enemy or the crisis on the
18. Use a really good relevant photograph. Give people visual evidence so they know they are in good company.
19. Do your absolute best and create something truly remarkable and memorable.
20. Create a vivid metaphor that illustrates and relates to your audience at a deep personal level.
21. Create a visual picture that makes people realize what their future will be like.
22. Tell people exactly what they need to do to be healthy, involved, authentic, purposeful, connected to the future, inspired to find greater
meaning and motivated to take immediate action to fulfill their destiny.
It's my belief and experience that these triggers to getting attention and galvanizing people are useful and applicable to all the marketing communications you use to promote your books or products or services.
A galvanizing message will tend to resonate with certain types of people and media. You may have to change your target to match the message. If you find out that one galvanizing idea works for one group or type of people, you may have to find out whether it works as well if you present it to another type of demographic pool of people. A message that works with mature seniors, may or may not work well with fitness, health or women's. A message that works well with techies may not work well with business or education.
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I would enjoy feedback and comments on this tips article. Please feel free to contact me if you have any questions or comments. Send me an email at Paul@DirectContactPR.com.
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Buy the eBook!
Galvanizing PR: Tactics and Examples to Light the Way for Improved Publicity Success is available as a PDF download for $24.95.
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Paul Krupin www.DirectContactPR.com.
Paul J. Krupin - Direct Contact PR
"Reach the Right Media in the Right Market with the Right Message"
Please state your name and location. (city and State or Province, Country)
My name is Rob Costelloe, and my wife and I live in Cypress, Texas, near Houston.
Tell us the title and publisher of your book:
The book, my second, is Pocket Piece Cameo, published by Saga Books.
Tell us about yourself:
Although I’ve written sporadically all my life, it was only in 2005 that I decided to write professionally. And how that came about makes for a strange story. At the time, I was comfortably determined not to write again, but I did have an interest in love stories in books and film, as well as a restless spirit for wondering what love could achieve in people’s lives. So I’m coasting along, fat-dumb-and-happy with a fulfilling career as an engineering manager (or all things), when I started reading a love story, the best I had come across in years. This story was developing well enough that I was genuinely excited to be reading it. But in the final paragraph, the author had the male protagonist commit suicide and consigned the heroine to an old age of despair. Well, let me tell you: I was so outraged on behalf of all the women who doubtless felt betrayed by the book’s ending that I decided to provide them something better. Within twenty-four hours I was writing my first novel, Coinage of Commitment.
When was the book released?
Cameo was just released in November.
Give us an overview of your book.
Here’s the blurb from the back flap:
Raised in a small Pennsylvania town, Jill and Blake seem the unlikeliest match of all. He is a star athlete, but as an oversized football lineman, he is self-conscious about his weight. She’s a thrill seeking acrobat and gymnast, a tomboy who prefers computers to boys. Allison, on the other hand, seems to have it all: beauty, brains, talent, and ambition, but epileptic seizures scramble her life and her vulnerabilities. All three are upended by a treachery breathtaking in its audacity and shattering in its impact. Can any love withstand a betrayal perfectly fashioned to destroy it? Pocket Piece Cameo is a coming of age story that tests the limits of love’s resilience, of loyalty to a promise, of the distance that love can travel, and the worst that it can recover from.
What inspired you to write this book?
In this case, it was an instance of building a story from the characters. I formulated the four main characters while working on my first novel, Coinage of Commitment. Once that work was complete, I started plotting Pocket Piece Cameo.
How is your book different from other books in this genre?
Both of my titles defy easy genre classification, except that they are contemporary era love stories. I had a Romance publisher offer a contract on Coinage or Commitment (which I didn’t accept), but they made it clear that they were making an exception to their policy of never publishing outside of the Romance genre.
Where can people buy your book?
Amazon.com, SagaBooks.net, and they can get a signed copy from me at rcostelloe.com.
Are you working on another book? If so when do you expect it to be published?
Truth to tell, I’m in the “mulling” stage of characters for the next book.
If you self published, what advice can you give to fellow writers?
If published traditionally, tell us how you benefited:
In today’s market, royalty print published books are more expensive to produce, hence represent a higher hurdle for unpublished writers to surmount in terms of selling a manuscript to a print editor. The benefit is that print books, in my opinion, are easier to promote to the reading public.
Can you share one of your marketing successes with us?
I am unusual among authors in that I always design my own covers. The reason is artistic. I simply want the prospective reader to be able to get a distillation of the reading experience that awaits them by a glance at the cover image. Basis reader feedback, I think this has helped.
How did you find Allbooks Reviews and what are you hoping for in your relationship with us?
I found Allbooks Reviews through a Google search. I like your web platform as a promotional vehicle.
Was the low cost a surprise? What other things would you like Allbooks Reviews to offer writers?
The cost was a pleasant surprise. And I was pleased with the quick service, the attention to detail, as well as the quality of thought that went into my book’s review. I think Allbooks Reviews is off to a good start. I want to see you succeed so that millions of readers peruse your site, looking for good books to buy and enjoy—including mine.
Thank you for this interview and best of luck with your book.
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