Use the Calendar to Promote Yourself and Your Book

In today's guest post, publishing coach Robin Hoffman shows authors how to capitalize on seasonal events and holidays to gain valuable book and author publicity.

As Valentine’s Day approached, I encouraged my client, America’s love expert Debra Berndt to send out a press release to the local TV news stations. That weekend, she appeared on two local news shows, and Denver’s ABC affiliate loved her so much, they had her on monthly as a regular expert guest. This breakthrough helped Debra send her platform into a hyper-growth pattern that later led her to get a book deal with Wiley.

You might be thinking, “Well, that won’t apply to me, because my topic has nothing to do with Valentine’s Day or any other holiday!”

Think again. In any given calendar month, literally dozens of notable, yet mostly little-known, dates are lined up just waiting to lend a hook where you can hang your story.

For example, did you know that May is, among other things, “date your mate” month, national bike month, and older American’s month? And aside from Cinco de Mayo, May 5th is also Oyster Day, and May 6th is my favorite, No Diet Day!

As a former newspaper reporter, I can tell you for certain that there are plenty of slow news days when your press release may be the thing that saves a reporter’s behind . . . as long as it arrives before deadline.

So, do a little research and look up unusual holidays, take note of the ones that you can tie to your message, and brainstorm ideas. Plan the year in advance. You can even write the press releases months before–waiting and ready to send out as the date nears.

A few tips:

•    Sunday is usually the slowest news day of the week and has the most room for feature stories and soft news.

•    Come up with a clever "hook" to tie your message to the holiday.

•    You can increase your odds of getting picked up if you offer to present a client they can interview or get footage of you doing your thing.

•    These are items you can see coming, so you may have better odds if you send the press release a few days beforehand, so they can set aside a slot for you, invite you in or come and see you for an interview.

•    Show up on time, be polite and professional. You want to be invited back.

•    Get your fax or emailed release out in the morning when possible, and always before 3 PM, unless it is tied to a major breaking news story and you have something compelling to add–in that case, send it ASAP.

•    Have fun!

Robin Hoffman has helped develop and promote several award-winning and best-selling books. She has worked as a newspaper reporter and was Acquisitions Editor for a mid-sized publishing house. She has a BA in Journalism from George Washington University and an MA in Spiritual Psychology from the University of Santa Monica. Learn more at http://getpublishedcoach.com.

Comments

[Cynthia Briggs]

Encouraging points! The "little known" event days are an uplifting reminder to authors, or anyone marketing a product. May I suggest "Chase's Calendar of Events?" It's costly, but well worth the investment to keep the contacts flowing. CB