9 More Clever Publicity Tips for Authors and Small Publishers

By Joan Stewart
The Publicity Hound

When my friend Dana Robb heard a disc jockey on a Milwaukee radio station complaining that he had hurt his neck that morning, she called him and offered him a free massage—courtesy of her client, Scott Mathison, a massage therapist.

A few days later, Mathison was standing in the radio studio, working the kinks out of the deejay's neck while on the air. In between songs, when the deejay wasn’t oohhhhing and ahhhhhing, he was giving out Mathison's phone number. He even told listeners about Mathison's special offer: Buy two gift certificates for a massage and receive a third for half-price.

Robb was a hero. The deejay felt better instantly. And Mathison got free publicity—and a gushing endorsement that was more effective than any paid commercial. An author could do the same thing Scott did. Here are other ways authors and small publishers can massage every publicity opportunity.

The next time you attend a trade show, get out from behind your booth and practice some profitable self-promotion by working the room with a clever T-shirt and some shoeleather. That’s what Shel Horowitz did when he attended a book convention a few years ago.

“I was walking the aisles, wearing my infamous blatantly self-promotional T-shirt (Headline: "The King of Frugal Fun", book cover from The Penny-Pinching Hedonist: How to Live Like Royalty with a Peasant's Pocketbook. The remaining text read, "Also available: Marketing Without Megabucks: How to Sell Anything on a Shoestring and phone/URL).

Stephen Morris, publisher of Chelsea Green, was in the booth promoting a book on the theme of "Sustainable Hedonist"—so Shel pointed to his T-shirt and began a conversation.

“Stephen took a look at both my books. Turned out he was interested in expanding into the small office/home market, and after some months of negotiation, we agreed on terms. I got my signed contract in late December.” See Trade Show PR: How to Rise Above the Noise Level.

Gayle Mitchell, author/publisher of Casino Gambling Made Easier books, created and copyrighted four strategy cards, 3-by-6 inches, that casino gamblers can take to the casinos. Slot Tips and Video Poker Tips are printed on both sides of the card. Gayle also includes her recommendations for the best casinos in Vegas.

“I used to drop them between machines when I visited a casino,” she said. “They just happen to have our company name and toll-free number on them.”

Gayle also placed free ads for the casino cards in Freebies magazine (circulation 350 million) and asked for a self-addressed stamped envelope. The first two ads resulted in 14,000 replies. She tucked an order form for her book into the envelopes. So the only cost to her was copying the cards. Gayle, by the way, has done more than 500 radio interviews. See Special Report #27: How to Get Booked on Radio Talk Shows, Give a Great Interview and Get Invited Back.

When Seattle author Terri Casey, author of Pride and Joy: The Lives and Passions of Women Without Children,” sent a media kit about her book to a Canadian TV talk show, she suggested building a show around a panel of experts, authors and childless couples, all of whom could comment on the issue. Before she knew it, she ended up on the panel and on Canadian television. See Special Report #32: How to Create Valuable TV Coverage.

More Great Tips

• If you do public speaking, don’t just deliver your speech, leave and hope they remember to buy your book. Offer a short summary of your presentation for the group’s newsletter, and give them your photo. Be sure the identifier paragraph at the end includes information on how to order your book. Newsletter editors are hungry for articles, and many will welcome yours.
   

• Write to newspaper and magazine columnists who specialize in your topic. Send them not only your book but a list of “11 Tips on How to…” Columnists always need fresh ideas. If they use your tips list, they will most likely plug your book.
   

• In your print and electronic press kits, let the media know specific topics on which you are an expert, and invite them to call you day or night if they need background or commentary. See Electronic Media Kits: How to Create Them, Deliver Them and See INSTANT Results.