PART II: Expanding Your Author Life – Becoming a Sought After and Great Media Guest
by Grace Sammon
In Part 1 of this series (INSERT LINK TO THAT ARTICLE), I laid out a case study showing how two authors, who did not know of each other, set out on a two-year journey of creativity and collaboration. The two authors, one we call “M,” the other, “G,” together and separately, created businesses, became sought after podcast guests, started networks, created radio shows, and more. Their overwhelming message? Books can take readers, and their authors, to new and unexpected places with planning, hard work, some spaghetti tossed at the wall, and collaborations.
Here, I lay out steps to becoming an ideal and sought-after media guest. I’ll also share two great articles by M that provide top marketing tips from recognized authors, as well as tips on growing your reader base.
You want media coverage for your book, but also for expanding your author life. You’ve already done the hard part – your book is here. Now, lets’ focus on how to get it, and you out in the world in five “easy” steps.
Getting the Gig – the obvious reality is you have to get the gig before you can be that ideal guest.
- Have a Marketing Strategy! Hopefully, you have thought of an overall strategy and budget for marketing. If you didn’t, you are not alone. Start your marketing plan a minimum of six months before you launch. If your plan includes hiring a publicist, you will be more successful if you can target your goals. Do you want a book tour? Virtual or in-real-life, on what social media platforms? Podcast appearances? Local news print, radio and TV? All of these are possible, with some work.
- Don’t get too far out in front of your launch. If readers can’t buy or pre-order your book when they hear you or encounter your written piece, the chances of them remembering to buy your book later is unlikely.
- Make Connections! Work on identifying venues that area a good match for your work. Do your homework on podcasts, radio shows, blogs, FB groups, Bookstagrammers, etc. Think about your genre and your target audience. Make lists of hosts, and shows.
- Get Noticed! I sometimes call this “sucking up” and that’s OK. Follow hosts, comment on their blogs and posts, re-post their posts, tag them in your social media, join their groups, send them direct messages. This builds community and lets the host know you are sincere and active.
- Ask Outright! Hosts often need content or guests. Have a short pitch message that says why you value their work and what value you think you bring to theirs. It can be as simple as an email or a message that states your case. Make sure you give your contact information and website so they can check you out. If they say no, this will not be the worst no you will get. If they say yes, you are ready for step two.
Sharpening Your Skills
- Speak! Public speaking is a huge fear of many. Really. Tape yourself, practice with a friend, get comfortable in your skin and in your voice.
- Know Your Stuff! Authors don’t like to brag. When you are a guest, you are there to “brag.” You just published your book! You want sales. Bottom line. Be ready with quotes from reviews that touched you; know how you are trending on Good Reads, Amazon, Book Bub, etc.; be ready to talk about what inspired you; your publishing journey; and why your book is important.
- Have a Tool Kit! Have your headshot, bio, social media links, phone number for “day of” taping, topic and sub topics ready.
Getting Going
- Respond to emails and deadlines.
- Listen to your host’s show. Know the length, if it’s audio and video, etc., know what kinds of questions are asked.
- Use a headset. Lights and microphones are optional, this is not if you care about sound quality. Most people don’t have a “studio.” Make sure you are in a quiet place, preferably with sound baffles – carpet, drapes, beds, etc.
- For video events, if you have a “brand” display it. Think about colors, images, and what you wear. For audio and video events, get to “the studio” early for sound checks and to make sure the technology gods are in your favor.
Being a Guest
- This is about you – enjoy it! AND, it’s not about you, it’s about the host and their audience. Hosts want listeners to want more of them AND their guests. Be prepared to be conversational and be able to include your host, and the host’s accomplishments, during your time together.
- Be interesting and interested – be more than your book
- If you need notes tape them to your computer. I forget the name of one of my characters regularly. Tape the name of the host on your screen, your cover designer, whatever is going to make this easier for you.
- Take a lesson from successful debaters. Know your message and deliver your message regardless of what questions you are asked.
Maxing Out – the most important step!
- Say thank you. Send a card, send swag. Minimally, send an email.
- Ask if the host has other connections they can recommend to you, or better yet, would they be willing to make the intro.
- Ask the host if they would be interested in guest recommendations for their show – share your author friends.
- Post on social media, tag the host, recommend people follow and subscribe.
- Hashtags are key! Have a cadre of hashtags that you regularly use and a subset that will engage a specific audience.
- Make your website vibrant. Post all your media. Link to your website to promote your work.
- Write a review. Just like authors, media hosts all like reviews.
- Continue to follow the host – subscribe to the show – hopefully you will have another book or project and want to circle back and be on the show again!
- THINK about where this can lead you! What did you like, not like, what do you need to be better at, what type of podcast/promotion do you want to pursue, and do you want to be a podcaster too? How can you help other authors? And, what door might be opening to you as a result of this opportunity? The possibilities are, indeed, endless.
The world of authoring does not stop at “the end.” Indeed, those two words are just the beginning of a plan to get your book into the hands of more readers and yourself positioned for your next great adventure.
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To find out more about or contact “G” – Grace Sammon
Grace Sammon is an entrepreneur, educator, speaker, and author. She has started and managed two for-profit and two not-for-profit companies, and she has traveled to thirty-five states and eight foreign countries. Recognized in “Who’s Who in Education” and “Who’s Who in Literature,” Grace is utilizing skills built up over decades as she reinvents herself with her award-winning fourth book and debut novel, as well as with a return to one of her early loves, radio.
The Eves is an intergenerational story about lives lived well and lives in transition. It is a novel that challenges each of us to ask who we want to be in the world, regardless of our age. Grace brings that quest for a good story and a drive to keep contributing to her radio shows and podcasts, “The Storytellers” and “LAUNCH PAD.” Always committed to supporting authors, Grace created the Author Talk Network (www.AuthorTalkNetwork.com) and joined forces with author Mary Helen Sheriff on the LAUNCH PAD PROJECT. Grace is a member of the Women’s Fiction Writers’ Association and the Women’s National Book Association. She is Director of Membership for one of the fastest-growing FaceBook groups, “Bookish Road Trip.” She is currently working on several anthologies and sketching out her next novel.
To find out more about or contact “M” – Mary Helen Sheriff
Mary Helen Sheriff is the author of the award-winning southern women’s fiction, Boop and Eve’s Road Trip. In her role as head of Book Marketing Coach, she provides critical support to authors navigating the waters of effectively launching, positioning, and seeing their books and their careers take off and succeed. She is the CEO and a co-founder of Bookish Road Trip and a blogger at “…the gift of story.” After 14 years in classrooms teaching elementary school, middle school, college, and professionals, Mary has taken a break from the classroom to focus on writing. She has an MFA from Hollins University, an MA from ODU, and a BA from UVA. She lives in Henrico County with her two children, two cats, and one husband.Resources on book marketing from Mary Helen Sheriff, Author Marketing Coach
- https://www.kareneosborne.com/post/five-tips-for-designing-a-book-marketing-plan
- https://bookishroadtrip.com/10-tips-for-launching-your-book/
Category: How To and Tips
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