Publicity Hound Sheryl P. Kurland of Orlando, FL writes:
With Valentine’s Day just around the corner, which is a logical tie-in to my product, I need some new, exciting, low-cost ideas prior to the holiday to stimulate Valentine’s Day book sales.
I’m the author of the self-published Everlasting Matrimony: Pearls Of Wisdom From Couples Married 50 Years Or More, an elegant coffee-table book in which I interviewed 75 couples married 50+ years. The first run was published four years ago.
My background is Marketing/PR, so I’ve done just about everything—all on my own and on a shoestring budget!
Here’s a brief rundown:
—In her 30 years as host of the nationally-syndicated Dr. Laura Radio Show, Dr. Laura (Schlesinger) has reviewed only one book twice—Everlasting Matrimony. In both 2006 and 2008, Dr. Laura chose my book as her Valentine’s Day book selection. (Book sales jumped to #2,021 on Amazon.com with the 2008 review two weeks before Valentine’s Day.)
—One-on-one on-air radio interviews by Leeza Gibbons, Sally Jessy Raphael, Jack LaLanne, and interviewed by national and international media.
—Featured on ABC World News Tonight
—Interviewed by the Wall Street Journal and MSNMoney.com
—Nationally-syndicated news columnist (McClatchy News Information Services), writer of weekly”Back-Talk!”
—Featured twice on Ivanhoe Broadcast News; news feed to more than 250 TV markets in the U.S.
—Guest editor of award-winning Special Edition 2007 of Humana’s HAO “Love Notes” magazine.
—Relationship Trainer to businesses/corporations
—Army Wife Talk Radio Show: Contribute “One-Minute Relationship Tips” for internet radio show and enewsletter monthly columnist
—Bridal Show exhibits
What can I do that I haven’t already done to get big publicity a few weeks before Valentine’s Day (using Valentine’s Day as the tie-in, obviously) to significantly stimulate book sales for Everlasting Matrimony? Shows like “Today,” “Good Morning America,” etc., won’t talk to me because I’m self-published. Also, I am not interested in teleseminars, teaching a course, or creating CDs to sell.
Go to the blogs. Find bloggers that cover relationships, parenting (hey, many parenting blogs and mags talk about bringing romance back into a marriage), and self-publishing (for a book review or interview opportunity).
Leave valuable comments in blogs where appropriate. For example, a blogger talks about romance. Add a tip from your book and be sure to link to your web site in the leave a comment form.
How about having one or more of the couples (a group would be good) renew their vows live on one of the magazine style shows – doesn’t have to be the Today show for good publicity. Romantic, sentimental. If that’s not possible, consider something more local but get good coverage for it.
You are missing out on the social networking bandwagon. There are so many “groups” on Facebook that would love to promote your book.
In fact, you could create your own business page, then your own “group”.
It’s easy to do and it is a great publicity tool!
Hi Sheryl,
Can you jump on the “bad economy” bandwagon? Are there any stories in your book that might show readers how to be romantic without spending much money? Could you do a press release on “How to spend less on your Valentine without looking cheap” or something like that, and tie it into your book?
Announce your book in a press release on PR Web. I’m self-pubbed and landed a spot on The Big Idea with Donny Deutsch just by announcing that I was launching my book tour. Best of Luck!
A couple of suggestions that build on things you already do:
-Utilize the Time-Tested Relationship Tips you send out to your e-mail subscribers to create a top 10 list of relationship tips for Valentine’s Day. Plenty of outlets will be looking for such filler leading up to the holiday. Any tips you have that deal with showing appreciation for eachother on a budget will be especially relevant now.
-Find a few military specific tips from your experience w/the Army Wife Talk Radio Show to compile Valentine’s Day tips for military families and focus a campaign on military towns with the angle of Valentine’s Day for the deployed couple.
I would suggest submitting your book for review to publications such as Bride Magazine and others that deal with weddings, catering weddings, wedding supply catalogs, etc. Sounds like a book every bride and groom should read. Good luck!
If I might offer ideas for future consideration . . .
1. Set up Google Alerts on key words/phrases. This will help you easily find blogs and journalists.
2. There are lots of women’s groups ou can approach. Example: The largest women’s service organization is the American Legion Auxiliary. They have a magazine. Were any of your interviews with Aux members?
3. Seek out women’s magazines in various locales. Pitch them a story for their V’tines Day (February) issues.
4. How could you get retailers like Chico’s to partner with you?
5. Lands’ End Business Outfitters catalogue features authors (I got a full page spread a few years ago)
6. Where is USA Today on your radar screen? Or the Wall Street Journal? What could you pitch to them?
7. Buy a Feb 14 ad in Help A Reporter (sold out I believe for 2009 but try 2010) http://www.helpareporter.com. Maybe Sweetest Day in ’09?
Good luck!
I follow a person on Twitter whose sign-on is daramascara, and she gives a makeup tip every day. Maybe you could give a marriage tip every day. Make your Twitter specific to your topic.
Hi Sheryl,
First, I suggest you check out http://www.thedilrules.com. Author Sally Shields lists some of the publicity success she’s had with her self-pubbed book and you share a similar audience. I also know she’d be willing to share more help if you contacted her.
Next, on Twitter, find and follow Tree Instead. They are running a contest right now (or maybe just finished) for couples planning to get married in 09 to win their products/services. Details are on their site. Appears their main publicity outreach is through social media, maybe it will spark some ideas for you.
Good luck!
Cheryl Pickett
http://www.publishinganswers.com
Hi Sheryl,
With the title “Pearls of Wisdom” I strongly suggest you approach any jewelry retailer who would like a lot of inexpensive publicity for supplying you with… a PEARL necklace, bracelet, etc., for you to give away in a drawing:
To people who buy your book, or tune in to your interviews, or send three more people to you after buying book:
Or for you to give in connection with any social media promotion… or for people to vote on the top five married couples spotlighted in the book…
or for Oprah or whatever big interviewer to give 50 pearl jewelry items to the 50 couples whom she would invite to the show–wouldn’t THAT make a huge splash??? Just to get your idea motors running.
God bless and good luck! I hope you’ll be interviewing my wife and I for a future best-selling edition–in forty five years!
Scott