Tag Archives: publicity

[COMING SOON!] Seven New Ebooks in the T-Shaped Marketing for Authors Series

Guest Blogging and Content Syndication

HTML Coding for Beginners

Mobile Marketing

Pay-per-click (PPC) Advertising

Search Engine Optimization (SEO)

Social Marketing

Video Marketing

T-Shaped Marketing for Authors. The New Way to Sell Books.

Online marketing provides today’s authors with a vehicle to reach a worldwide audience where, in the past, they were pretty much limited to their own backyards. But to make any kind of real headway in this crowded space full of millions of people doing the same thing as you’re doing online, you’ve got to be Internet savvy to a degree. You’ve got to figure out a way to stand out among the rest by combining analytical and creative skills together. I’m talking about T-shaped marketing.

Co-founder of Moz, Rand Fishkin (2013), provides this succinct description of T-shaped marketing on his company’s blog:

“T-Shaped basically refers to having a light level of knowledge in a broad
array of skills, and deep knowledge/ability in a single one (or a few).”

In other words, your deep knowledge/ability—the stem of the T—is the content you’ve written about in your book(s). The flat, horizontal part at the top represents the various creative and analytical skills you can learn to best utilize the Internet in selling your book(s).

Some of today’s most recognized companies used their own unique T-shaped marketing strategies (also referred to as “growth hacking”) to build their businesses quickly when little or no venture capital was available to them: Airbnb used some shrewd background coding to hack the Craigslist platform to boost its own site’s user experience; PayPal grew quickly by paying early users for referrals; and Dropbox used a strategy similar to PayPal’s by giving early users extra storage for referrals. These tactics piggybacked their other online efforts (e.g., SEO, PPC) to supercharge each company’s scalability, hence the term “growth hacking.”

Authors can do the same. They can use T-shaped marketing to their advantage, and many of today’s most successful online authors already do. Each ebook in this series will focus on one particular T-shaped marketing avenue so authors can learn to utilize several customized strategies:

* Online (paid) and Offline (unpaid) Book Reviews | Advertising vs. Publicity
* Email Marketing
* Advertorials and Blogging
* Content Syndication and Guest blogging
* HTML Coding for Beginners
* Mobile Marketing
* Pay-per-click (PPC) Advertising
* Search engine optimization SEO
* Social Marketing
* Video Marketing
* And the list goes on!

Authors are entrepreneurs, and T-shaped marketing is every entrepreneur’s friend. The top authors move more books by getting in front of their customers and communicating with them in a clear and consistent manner; and they do this by virtue of social media marketing, blogging, book reviews, email marketing, publicity/media tours, and all the other T-shaped marketing strategies we’ll be discussing. They do what’s necessary to make themselves stand out among all the rest for their particular genres, just as business people do with traditional companies.

The good news is it’s possible! There are examples right before your eyes—right inside these mini ebooks—of successful authors who have used T-shaped marketing to sell THOUSANDS and THOUSANDS of books. You can use T-shaped marketing like a pro, too. I’ll show you how.

T-Shaped Marketing for Authors – Inaugural Ebook

Modern Marketing for Authors: Post Your Readings and Interviews on YouTube


There are a lot of different ways that authors can use YouTube to promote their books and get more leverage out of past publicity (e.g. radio or television interviews). Here are two examples…

Video Readings

A few years back, I decided to create a video of me reading the introduction to my third book, titled 11:11, with Canmore’s renown Three Sisters Mountain Range behind me. Mother Nature seemed to approve of the idea by gifting us with mild temperatures—it was a balmy +2 degrees Celsius on March 8, 2010, even up in Alberta’s mountaintops!—which allowed me to be filmed without a coat, gloves, or even a hat on. (You can imagine how much easier it is to turn the pages of a book without gloves on!) I couldn’t have asked for a nicer winter day.

In addition to agreeable winter weather conditions, I had the honour of working with two consummate professionals—David Joseph of David Joseph Photography and Patricia M. Gallagher of PMG Creative—who added their creative ideas to mine to help make this video come together. This is yet another testament to the fact that two or more brains are better than one. A combined mastermind can create wonderful results.

Here is a link to my YouTube video reading:

Media Interviews

In 2016, Brent Gill, a correspondent for the Central Valley Business Times (CVBT) in Stockton, California, conducted this very unique audio interview with four-time PPG author Colin Manuel … unique because Colin is 70% hearing impaired. How do you conduct an audio interview with a hearing-impaired author? Of course, with recent technology, there are multiple ways to have made the interview possible. Only recently, one of my hearing-impaired friends was telling me about how much hearing aids have helped her. She said that she read a tv ears review before she bought her own pair. Apparently, they have made a difference in her life! Colin may also have benefited from these hearing aids, but he had other things in mind for his interview. With a little finagling and clever innovation, we were able to carry on with our interview!

We asked Brent to provide us with the audio file for this interview so we could convert it into a YouTube-friendly format and re-post it for our subscribers. In the description portion of the interview, we posted all the ISBNs for all Colin’s books and let readers know where they can buy them. Now, our author can further leverage this publicity by sharing the YouTube link with his current and prospective readers any time he wants to.

Here is a link to that interview:

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2010 (original post) 2017 (updated post) Polished Publishing Group (PPG). All rights reserved.

Media Tour: Watch for Barbara Paterson’s New Book This Coming Month!

A media tour is a series of interviews with newspapers, magazines, and/or broadcast stations to promote you and your new book. Tying in this type of publicity with a bookstore signing or an evening launch (reading) is a great way to increase traffic to the event plus establish yourself as an author. This is exactly what PPG’s latest author, Barbara Paterson, is going to be doing over the next six weeks to promote her new book titled Malignant Memory. Click here to view details of Barbara’s upcoming event through McNally Robinson in Winnipeg. 

You don’t have to be J.K. Rowling to stir media interest. All you need is a good angle. For example, if you’re from Manitoba as Barbara is, you may want to promote yourself as an “up and coming Manitoba author” to the media in that province. Or, as another example, if you’ve published an historical fiction or non-fiction work about a particular region, you can contact the media within that region for an interview.

In Barbara’s case, we are promoting her as a doctor with an interdisciplinary doctorate in nursing, psychology and education, as well as a master’s degree in post-secondary education. She served as a professor at the University of Manitoba, the University of British Columbia, the University of New Brunswick, and Thompson River University until her retirement in 2013.

Malignant Memory paints a portrait of how to put one foot in front of the other in the face of unimaginable trauma. It shows there is power in bringing dark secrets into the light, particularly in the face of acceptance and forgiveness and how bad times can become an opportunity to gain strength. The stories of abuse, trauma and grief in the book are based on actual accounts Dr. Paterson received in her work as a nurse and a researcher; they are real-life narratives of survivors of residential schools, adults who experienced profound childhood trauma and people facing life-threatening illness.

Once you reach J.K. Rowling’s level of renown, a press release with a one-liner such as “Announcing the latest release by…” is about all you’ll need to generate buzz and arrange interviews for yourself. Until that day comes, placing a personal phone call to request an interview is much more effective than any press release, fax, or email alone. Or you can hire an experienced publicist through Polished Publishing Group (PPG) for even more impact.

Who do you contact to book an interview? It varies depending on the media: you’ll want to talk to the book review editor when contacting a newspaper; your best bet is the news editor at a radio station; and you should ask for either the producer of the morning show or a community events reporter at a television station.

Each time you complete an interview, it’s a great idea to ask for a copy of it so you can continue promoting it even further. For example, you can scan a copy of a newspaper article to display on your blog; or you can ask for copies of your radio/television interviews in a YouTube-compatible file format and then post them to your YouTube channel like PPG did here:

There are many effective ways to sell more of your books … from readings, to bookstore signings, to trade shows, to speaking engagements. A timely media tour will complement all of these events to make them even more successful.

Good luck to Barbara on your upcoming media tour! We wish you all the success in the world!

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2009 (original post) 2017 (updated post) Polished Publishing Group (PPG). All rights reserved.

Book Publicists (Advertising Versus Publicity)

Kim Staflund: founder and publisher at Polished Publishing Group (PPG) and author of the PPG Publisher’s Blog

Kim Staflund: founder and publisher at Polished Publishing Group (PPG) and author of the PPG Publisher’s Blog

We often discuss ways you can market and sell your book using various forms of both free and paid online advertising. Now we’re going to talk about publicity. In her ebook titled The Power of Publicity for Your Book, Marsha Friedman provides us with a clear distinction between the two:

By definition, publicity is not advertising; it’s coverage by the media of people, events and issues deemed to be of interest to their audiences.

. . . The nice thing about publicity, also referred to as “earned media,” is that you don’t buy it; you earn it. If you can get a journalist or talk show host interested in your story idea or topic, you might be interviewed for an article, asked to write an article for publication, or invited to be interviewed as a guest on a radio or TV show.

The endorsement of traditional media, even if it’s simply mentioning your name, has always been marketing gold to anyone trying to build a reputation as an author and gain visibility for their book.

Some authors misunderstand the role of publicists. They hire a publicity firm assuming that organization will advertise and sell their book(s) for them, but this is incorrect. The true role of a publicist is to garner publicity for their client—to get that author mentioned in the media via Associated Press-style articles and press releases written about the topic(s) in his or her book, and by promoting that author as an industry expert in his or her field. The idea is to attract newspaper, radio, and television interviews that will highlight the publicist’s client within the mainstream media. The by-product of this publicity is a heightened interest in the author, which should boost sales of his or her book much like advertising does.

Both advertising and publicity are about putting yourself in front of a larger audience as often as possible to build on (and maintain) that top-of-mind awareness we talked about earlier; but, by contrast, advertising is essentially you talking about yourself and your book whereas publicity is the media talking about you and your book. Obviously, when someone else is talking about you, it has more credibility in the eyes of the public. That’s the power of publicity.

It is possible to generate publicity on your own, free of charge, without hiring a publicist to write the news stories for you. Friedman offers some helpful tips about this in her ebook, as well:

You can hire PR professionals to help you get publicity, but you can also work at getting it for yourself. . . . for a newspaper, you might write a short, bona fide news story, or a list of tips that address a problem relevant to your book. For TV and radio, briefly describe the topic you can address and what you will contribute. . . . Most mass media are focused on issues and events in the news today, so you’re much more likely to get publicity if you can speak to something going on now. That’s not as difficult as it sounds, but it does require creative thinking.

There is a definite benefit to hiring a publicist to do all this for you, though. Publicity firms have developed long-standing relationships with all the “movers and shakers” in the media, and their staff knows exactly how to format news stories to have an “Associated Press” appeal that is more likely to be picked up. They watch the news regularly, so they’re aware of what is going on and how to tie you and your book topics into current events. Hiring a publicist is somewhat expensive but, in my opinion, it’s worth the investment when you’re working with a reputable firm.

How expensive is it? Well, it depends. There are different types of publicists out there. Some firms want a retainer, much like a law firm, and they will charge their clients for time spent researching, writing, and contacting the media as well as for telephone charges, postage fees, and any other materials they create for you (i.e., printing and copying). And then there are the firms that use a pay-for-performance business model where they charge only one lump sum fee in the beginning and guarantee a certain amount of publicity along with that lump sum fee.

To clarify: If you want someone to publish your book and provide you with worldwide distribution channels to sell it through, hire a publisher; if you want someone to sell your book for you, hire a salesperson; if you want someone to advertise and market your book for you, hire an ad agency; and if you want publicity for yourself and your book, hire a publicist. Or, you can manage your own publishing, distribution, sales, advertising, marketing, and publicity by yourself using all of the techniques discussed my latest book, Successful Selling Tips for Introverted Authors, plus my two previous books.

As with everything, there are pros and cons to hiring any of these professionals. It’s important to do your homework to determine which one is best for you or whether you even want to hire one at all. You may decide to do it all on your own. Just make sure you’re doing something. Remember, you’ll sell many more books if you’re in the driver’s seat than you will if you leave it all up to your publisher.

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As a user of this website, you are authorized only to view, copy, print, and distribute the documents on this website so long as: one (1) the document is used for informational purposes only; and two (2) any copy of the document (or portion thereof) includes the following copyright notice: Copyright © 2015 Polished Publishing Group (PPG). All rights reserved.