How To Self-Publish And Stay Sane / Part IV
Posted: Thursday, February 14, 2008
by Judi Lake
Judi Lake Advertising
Craft Your “Buzz-Worthy" Message Globally
In order to implement a successful business strategy, an author must think like a publisher . Publishers carefully identify and define target audiences and consider what content is required in order to meet their needs. Publishers consider questions like: Who are my readers? How do I reach them ? What are their motivations ? How can I entertain them and inform them at the same time ? What content will compel them to purchase my book ?
The steps taken should be simultaneously done at the same time.
A few contacts for reviews are:
• USA Today
Book Editor, Carol Memmott
7950 Jones Branch Drive, McLean VA 22107-0020;
703-854-3400; 800-USA-0001; Fax: 703-854-2053.
• Publishers Weekly (send at least 6 months ahead of time)
360 Park Avenue South, 13th Floor, New York NY 10010-1710;
Main: 646-746-6400 or Editorial: 646-746-6758
• The NY Daily News
450 W. 33 Street, New York, NY 10001
Book Editor: Sherryl Connelly
• NY Post
Book Editor: Billy Heller
1211 Avenue of the Americas
New York, NY 10036-8790
(212) 930-8000
Basic Rules Of Composing A Press Release
Sending a press release is one of the most effective ways to generate publicity for your business. It can drive gazillions of customers to your websites and order lines. Just one mention of your business in one of your industries major publications can bring thousands of targeted prospects to your site and literally explode your sales instantly. Following are some basic guidelines for writing a successful press release.
1. Make Sure You Cover the W's
Who
Who are you and your company? Make sure that the relevant contact information, contact names, addresses, websites, etc., are all in there. Not having this information can literally mean the difference between getting published and not getting published.
What
What are you talking about? Is it a product, service, promotion, event etc.? Be clear and concise. Make sure that the reader knows exactly what it is you’re looking to get media coverage for. Don't assume that just because you're an expert in biochemistry that the editor is too. Releases that confuse or aren’t to the point go into the trash!
Why
What is it that makes your item “newsworthy"? If the editor does not see the reason why then you have little or no chance of getting any publicity.
When
This should be an obvious one, today, tomorrow, or next week! Include your publication date and specific instructions in your release.
Where
If it is an event, product launch, book signing, etc., then make sure you include the relevant details in your release.
2. How to Lay-Out Your Release
The first line of your release should contain the following wording:
FOR IMMEDIATE RELEASE or…
FOR RELEASE ON-DATE
Those exact words should appear in the upper left margin of your release, below your letterhead if it is faxed on paper. Make sure the words are capitalized.
Skip two lines, and then next should come the Contact info as follows:
CONTACT:
Contact Person
Company Name
Telephone Number
Fax Number
Email Address
Web site address
Skip another two lines and follow with the Headline. The headline is usually about 10 words or so and needs to be catchy and to the point. You have the option to include a Dateline, which contains information about which city your release is from and what date you have released it. The lead paragraph gives immediate information on who, what, why, and where.
Following paragraphs could include any quotes, media announcements etc. further developing your news. Lastly a short Bio on the author of the release and any prior experience should recap the release.
Getting the word out about your book can be challenging but fun. This is the time to get creative “and think outside of the box." A good question to ask is, “What are people generally doing?" and… do the opposite! Be creative, be clever but most of all, have fun doing it!
…Aw, what the heck. Below are a few more contacts for your database:
• 20/20 ( ABC)
Contacts:
Executive Producer : David Sloan
147 Columbus Ave.
New York, NY 10023-6298
Phone: 212-456-7777
Fax: 212-456-0533
Fax: 212-456-1470
www.abcnews.go.com
Email: 2020@abcnews.com
• 60 Minutes (CBS News)
Contacts :
Executive Story Editor/Book Producer: Victoria Gordon, 212-975-4020
524 W. 57th St.
New York, NY 10019
Phone: 212-975-2006 (60 Minutes)
Phone: 212-975-3247 (CBS news)
Fax: 212-975-2019 (60 Minutes)
www.cbsnews.com
Email: 60m@cbsnews.com
The very best to each of you and may your journey be enlightening, encouraging and educational!
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Top-level comments on this article: (5 total)As an author who plans to self-publish, I found this article very helpful. People don't realize how much work remains to be done after the book's written -- and that goes for traditional publishing as well. Keep the articles coming! - J. Louise LarsonDear J. Louise, I wondered if this series would be of interest to anyone yet have also seen and worked with too many self-published authors who are not only confused but have been terribly taken advantage of due to their lack of knowledge. I am glad you found this helpful; yes publishing is a great deal of work, but if done correctly is also very rewarding in more ways than one -- The very best to you and thanks for becoming a fan! Happy Sunday!
Judi, thanks for the great information. Don't we need to send you a check now? -smiles, James TaylorHey James -- if you're in a generous mood, you can always send me a blank signed check... oooh, was that too pushy?... Ha - thanks for commenting amigo!
hi judi, beautifully laid out. someday, i will have a finished book. i am waiting for the "ending." only, i'll be calling you:) great and helpful article, best regards, sueI guess this surprises me, Sue, because all of this seems second nature to me and I wasn't sure of the reception. I'm glad you found value and what you don't know you can always ask me -- Thnx for commenting, sweet Sue!
I have my first book, if I wanted to be a thief! I do have each article in a binder. Thank you for sharing this valuable information. I pray to use it soon. Now, you should make this an e-book, if you haven't already.
Excellent info Judi. Every profession has a mystique to outsiders that can be quite intimidating. Your outlines for the procedures of moving forward toward getting published are very helpful. Dianne B.
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