BOOM!
We have a special treat today. An interview with Louise Ahern, the blogger and PR genius who founded:
BOOM! Explosive PR Solutions for Authors
Whether you are published or not, the idea to be thinking about PR is now. Louise's blog has great advice, and she was gracious enough to be interviewed here.
1. Tell us a little about your background and why you decided to specialize in author promotion on this blog. Tell us about the blog itself. I know it's new, but I'm already an addict!
Thanks! I'm glad you like it! My background is pretty varied. I spent eight years as a newspaper reporter, covering everything from congressional hearings to drive-by shootings. But I began to realize in my late 20s that I was a little too optimistic of a person to last much longer in the cut-throat world of daily journalism, so I started working in university communications. All the while, I was pursuing my dream of being apublished fiction author. It was during discussions with authors and other writers that I realized that despite being natural-born storytellers, they didn't know how to channel that creativity to promote themselves. So when the opportunity presented itself to leave the daily grind behind and start my own business, I decided to focus on authors. They need help, and I'm passionate about books!
2. What are two or three key things authors should remember when they have a new title coming out?
First, they need to plan early. Authors should begin working on a PR plan six to eight months before their book is released. If they have a year to plan, even better. One of the biggest mistakes authors make is waiting until it's too late. Some media outlets, for example, have a six-month lead time. So if you don't approach them until a month before your book is released, you're out of luck! But it can take a few months just to come up with a newsy story angle and to sell them, so do the math. Start early!Second, they need to remember that just having a book released isn't really THAT big of news, even to readers. So when putting their PR plans together, they need to "think outside the book." That is, they need to come up with a juicy hook that they can build their PR plan around; something that is relevant to their book but ties into a bigger issue that people can talk about. And finally, authors need to ask themselves how much time and money they can commit to any PR effort. I'd rather see an author do one thing really well than five things poorly. For example, if you don't have time to maintain a well-conceived blog, then don't start one. Do the things you can do well and keep up with.
3. You have a blog. What is your opinion of new PR avenues like blogs and podcasts? These new video clips promoting books? How is technology changing PR?
I'm a gadget geek at heart, so I love all the new technologies. The good news is that things like blogs and podcasts make it easier than ever to directly interact with your readers and, therefore, promote your books. The bad news is that Internet users are impatient and demanding. They won't waste time on sites that are never updated or look cheesy and unprofessional. And if you go too long without offering a new blog post or podcast, they'll stop visiting you altogether. Viral marketing has completely changed the landscape of bookpromotion. With a simple e-mail signature, you can attract visitors to yourwebsite or directly to an Amazon page to buy your book. RSS feeds and backtracks make it possible for authors who blog to reach a number of people that would have been unheard of a decade ago. I'm going to focus a lot on technology on BOOM! I want authors to see how they can get the best use of all these great new toys. And just a sidenote to answer your question about video clips. I love movie-style book trailers...when they're done well. Some of the trailers I've seen recently all have the same problem: TOO LONG. Thirty seconds max is what you should aim for.
4. I have written nonfiction and did a slew of radio related to that. But novels are a little trickier. How do you tie a novel into something newsworthy to promote it?
There are tons of ways! In fact, I call this "The Biggest PR Idea Fiction Writers Haven't Figured Out." Non-fiction writers are recognized as experts, and that's why they get quoted all the time. But fiction authors can do the same thing. Let's say you write a vampire series. You are officially an expert on our fascination with the underworld. At Halloween, pitch yourself as an expert to all the newspapers that will be searching for something new and interesting to write. Or let's say your next book features a child with cancer. Dedicate yourself to the cause. Sponsor a child through the Make a Wish Foundation and pitch stories to the media about how much we need more research money into childhood cancer. See what I mean? The key is to identify a niche!
5. What are your best tips for us shy authors who cringe at self-promotion and PR. We know we have to, but any tips?
First, try to understand your strengths, weaknesses and the source of your own fears. I call this your "PR personality." Do you enjoy public speaking but hate being online? Then build a PR plan that plays into one and downplays the other. Second, PRACTICE. Self-promotion is like anything. You'll get better at it over time. Third, BELIEVE IN YOURSELF. Romance writers in particular suffer from what I call, "Little ol' me syndrome." Either it's false modesty or built-in humbleness that goes along with the genre, I'm not sure. But the bottom line is that many authors don't believe that they are worthy of media attention or speaking engagements. So it's important for authors to stand up tall, look in the mirror and say, "I am a published author. And I have a platform." (I'm smart enough, good enough and gosh darnit, people like me!)
6. Finally, anything else you want to promote? I know you teach some online classes.
Oh, yes! Thanks for letting me plug! I recently teamed up with AuthorMBA (http://www.authormba.com/) to host a series of online classes and to blog once a week. But I'm also launching a new program this year that I'm very excited about. It's called BOOM! Explosive PR Coaching for Authors. It's six weeks of online training and phone consultations in which I help you craft a personalized PR plan while also teaching you how to do it on your own the next time. I created this program because I realized that authors are caught in a Catch 22. They can't afford to hire full-time publicists, but they don't know how to do it themselves. What my program will do is get them started. Each coaching session is limited to 15 authors, because I want to make sure I can offer a lot of personalized attention. Dates and other info is available at my website, www.theworkingwriter.com
A big thank you to Louise! Comments or questions?
And vist her blog today!
BOOM! Explosive PR Solutions for Authors
Whether you are published or not, the idea to be thinking about PR is now. Louise's blog has great advice, and she was gracious enough to be interviewed here.
1. Tell us a little about your background and why you decided to specialize in author promotion on this blog. Tell us about the blog itself. I know it's new, but I'm already an addict!
Thanks! I'm glad you like it! My background is pretty varied. I spent eight years as a newspaper reporter, covering everything from congressional hearings to drive-by shootings. But I began to realize in my late 20s that I was a little too optimistic of a person to last much longer in the cut-throat world of daily journalism, so I started working in university communications. All the while, I was pursuing my dream of being apublished fiction author. It was during discussions with authors and other writers that I realized that despite being natural-born storytellers, they didn't know how to channel that creativity to promote themselves. So when the opportunity presented itself to leave the daily grind behind and start my own business, I decided to focus on authors. They need help, and I'm passionate about books!
2. What are two or three key things authors should remember when they have a new title coming out?
First, they need to plan early. Authors should begin working on a PR plan six to eight months before their book is released. If they have a year to plan, even better. One of the biggest mistakes authors make is waiting until it's too late. Some media outlets, for example, have a six-month lead time. So if you don't approach them until a month before your book is released, you're out of luck! But it can take a few months just to come up with a newsy story angle and to sell them, so do the math. Start early!Second, they need to remember that just having a book released isn't really THAT big of news, even to readers. So when putting their PR plans together, they need to "think outside the book." That is, they need to come up with a juicy hook that they can build their PR plan around; something that is relevant to their book but ties into a bigger issue that people can talk about. And finally, authors need to ask themselves how much time and money they can commit to any PR effort. I'd rather see an author do one thing really well than five things poorly. For example, if you don't have time to maintain a well-conceived blog, then don't start one. Do the things you can do well and keep up with.
3. You have a blog. What is your opinion of new PR avenues like blogs and podcasts? These new video clips promoting books? How is technology changing PR?
I'm a gadget geek at heart, so I love all the new technologies. The good news is that things like blogs and podcasts make it easier than ever to directly interact with your readers and, therefore, promote your books. The bad news is that Internet users are impatient and demanding. They won't waste time on sites that are never updated or look cheesy and unprofessional. And if you go too long without offering a new blog post or podcast, they'll stop visiting you altogether. Viral marketing has completely changed the landscape of bookpromotion. With a simple e-mail signature, you can attract visitors to yourwebsite or directly to an Amazon page to buy your book. RSS feeds and backtracks make it possible for authors who blog to reach a number of people that would have been unheard of a decade ago. I'm going to focus a lot on technology on BOOM! I want authors to see how they can get the best use of all these great new toys. And just a sidenote to answer your question about video clips. I love movie-style book trailers...when they're done well. Some of the trailers I've seen recently all have the same problem: TOO LONG. Thirty seconds max is what you should aim for.
4. I have written nonfiction and did a slew of radio related to that. But novels are a little trickier. How do you tie a novel into something newsworthy to promote it?
There are tons of ways! In fact, I call this "The Biggest PR Idea Fiction Writers Haven't Figured Out." Non-fiction writers are recognized as experts, and that's why they get quoted all the time. But fiction authors can do the same thing. Let's say you write a vampire series. You are officially an expert on our fascination with the underworld. At Halloween, pitch yourself as an expert to all the newspapers that will be searching for something new and interesting to write. Or let's say your next book features a child with cancer. Dedicate yourself to the cause. Sponsor a child through the Make a Wish Foundation and pitch stories to the media about how much we need more research money into childhood cancer. See what I mean? The key is to identify a niche!
5. What are your best tips for us shy authors who cringe at self-promotion and PR. We know we have to, but any tips?
First, try to understand your strengths, weaknesses and the source of your own fears. I call this your "PR personality." Do you enjoy public speaking but hate being online? Then build a PR plan that plays into one and downplays the other. Second, PRACTICE. Self-promotion is like anything. You'll get better at it over time. Third, BELIEVE IN YOURSELF. Romance writers in particular suffer from what I call, "Little ol' me syndrome." Either it's false modesty or built-in humbleness that goes along with the genre, I'm not sure. But the bottom line is that many authors don't believe that they are worthy of media attention or speaking engagements. So it's important for authors to stand up tall, look in the mirror and say, "I am a published author. And I have a platform." (I'm smart enough, good enough and gosh darnit, people like me!)
6. Finally, anything else you want to promote? I know you teach some online classes.
Oh, yes! Thanks for letting me plug! I recently teamed up with AuthorMBA (http://www.authormba.com/) to host a series of online classes and to blog once a week. But I'm also launching a new program this year that I'm very excited about. It's called BOOM! Explosive PR Coaching for Authors. It's six weeks of online training and phone consultations in which I help you craft a personalized PR plan while also teaching you how to do it on your own the next time. I created this program because I realized that authors are caught in a Catch 22. They can't afford to hire full-time publicists, but they don't know how to do it themselves. What my program will do is get them started. Each coaching session is limited to 15 authors, because I want to make sure I can offer a lot of personalized attention. Dates and other info is available at my website, www.theworkingwriter.com
A big thank you to Louise! Comments or questions?
And vist her blog today!
posted by Erica Orloff at 7:46 AM
14 Comments:
Excellent interview, Erica!
Question for Louise: There are thousands of libraries across the country. What would be the best way for, say, a debut author to tap that market? Would it be feasible to start pitching product several months prior to the release date? Thanks!
Hu Jude:
To me, Louise makes PR sound "doable"--which is what I love about her.
Hopefully she will drop by later to answer a few questions.
Hi Jude and Erica!
Erica..thanks so much for doing this!
Jude...That's a really good question.! And working with libraries is like anything else in PR. You should take a targeted approach and, yes, start as early as you can. As you said, there are thousands of libraries, so the idea of trying to pitch to all of them is something you honestly won't have time to do. So instead, consult with the writing support groups in your genre to find out which libraries across the country and in your own state are "friendly" to your genre and to debut authors. Once you select a targeted list, I would recommend that you send them a "coming soon" postcard about five to six months before the release of your book. And, most importantly, include contact info if they would like to request bookmarks or arrange a reading by you. Do some follow-up at about four months out, and then start arranging things.
Once you make contact, maintain the relationship. Send out a newsletter every so often (depending on how many books you have coming out), to keep them posted on what's coming up from you.
The key is to BUILD A RELATIONSHIP.
Does that help?
Louise :)
Very helpful, Louise! Thank you so much.
I'm copying your comment and filing it for future reference. Great, great advice.
Jude -- Great! I'm glad I could help.
Louise :)
Erica, That was an awesome interview. Very enlightening.
Louise, I write/crit with a bunch of unpublished authors and things like this are never really talked about. I am pretty sure that most unpublished authors are not even aware of what their role is after a book is sold to a publisher. What you provide is so 'around the corner' for most of the people I write with. I know it is a business for you, but thank you for putting that out there.
What would you say is the most unexpected thing that you have to tell first time authors about? Put another way, what are most first time authors surprised by when it comes to PR work?
Excellent information! Thanks Erica and Louise!
I'd say my current 'PR personality' is somewhere in the neighborhood of *gulp*duck*run*hide*hurl*. Maybe its a good thing I don't have to assume the role yet :)
This is an awesome service you're offering authors, Louise. I'll be sure to follow your site regularly. Having access to information like this will most definitely help me acclimate myself to the concept of self-promotion for when the need arises.
I'm sure you'll have a booming business!
Hi Ewoh!
I'm glad you brought that up, because you're right. Most unpublished writers are so intent on getting published that they don't spend much time thinking about what happens NEXT. Not that I blame them, because getting published is a job all its own!
First-time authors often fall on opposite sides of a wide spectrum. They either think that their publisher is going to launch a major PR campaign for them, complete with a book tour and ads in the New York Times (and they're big-time disappointed when they realize that isn't the case). OR, they think that because they're a debut author, all that PR stuff will come later, when they're a bestseller.
To prepare, there are things that unpublished writers should do right now. First, they should reserve their domain name, as well as domain names for the title of their books. You should also establish some kind of web presence, either a blog or a website. And lastly, you should be thinking about the "news hooks" that you can pull out of your books. Not only does this help with a PR plan, but it will help when you pitch the book to agents and editors!
Let me know if you have more questions!
Louise :)
Hi Lainey!
Thanks! I'm glad you're getting something out of it. And don't worry, MOST authors share your PR personality. The key is to identify what DOESN'T scare you and play to that strength.
Louise :)
Louise:
You make it all so accessible. I like being interviewed and I love online stuff--so that's my primary focus. I hate signings. God, do I hate them! But at least I can concentrate on what I feel comfortable with.
Any signing suggestions for big wimps like me?
Thanks Louise. I've bookmarked your blog and web sites for reference and will be sharing with all of my writing friends and contacts.
That's a great idea to pull hooks out of the story and use them to tie into other media or events. Since there are so many ideas or events that can be found in a novel, especially that tie into its central themes or plot, that makes it a great place to start looking for ideas :)
Great interview, Erica. Some very useful pointers. Thanks, Louise.
Thank you, Erica, for having me! And thanks to everyone who asked such good questions.
Take care,
Louise :)
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