Mary Ammons of Nashville, Tennessee writes:
“We had a successful launch of a book on physical and financial fitness (authored by: celebrity Jack LaLanne and financial advisor Matthew J. Rettick) in New York and have had a great run with television on shows like the Today Show, Fox Business, etc.
“But we’re having trouble garnering more exposure for Matt. He’s almost become Jack’s shadow or ‘the other author.’
“I’m also having trouble promoting the two topics (finance and health) with the print media. Even journalists understand that you have to have both physical and financial fitness to enjoy a great retirement, which is the full topic. But they don’t know where to quite fit it in to their beats, or they’ve covered it recently.
“I’ve pushed the fact that this is a unique book because it’s basically Planning for Retirement 101. I’ve also had what feels like a million ideas shot down.
“The book is titled Fiscal Fitness: 8 Steps to Wealth and Health from America’s Leaders of Fitness and Finance. We’re on the third printing and need to keep generating press, but, again, I’m having trouble pitching to the print media. Help!”
I suspect your topic is too broad.
Break it down by pitching story ideas and tips on narrow sub-topics to specific section editors and beat reporters.
Also, you’ll find some terrific tips on the CD or electronic transcript “How to Revive a Dying Book Marketing Campaign” at https://publicityhound.com/blog/dyingbookcampaign
The cover is a killer…it really speaks to men and not women.
However – I think many women would love the info – and as the largest target client for almost every business – you should be focused on reaching them.
I would recommend using some “sass” in the media pitches..focusing on women who are “cashing out” as Faith Popcorn talks about. ie/Women Are Sick Of Putting Their Bodies and Bank Accounts On Diets
Good Luck!
I’m with the Sales Divas. I would probably walk right by thinking it was a general business book geared to small business. Could you partner with a sassy female celebrity or spokesperson who could help promote it? (Perhaps Suze Ormand would do an intro?) Or perhaps a new condensed e-book with a women-friendly cover that you could pitch to savvy women blogger sites and forums as a free gift? Good luck and Blessings!
Jennifer
I started doing exercise with Jack LaLanne after each of my babies were born during the 60’s.
I think I would use something that puts Jack La Lanne in the past and Matthew in the immediate now. Such as “Jack LaLanne has taught you how to get here in good physical shape. Now let Matt teach you what you need to know about Fiscal Fitness. Jack LaLanne has proven himself as a physical fitness guru. Now allow Fiscal Fitness guru Matt Rettich to teach you how to add money to the muscle you have acquired.”
Just a thought, hope it gives you a new perspective.
Mary, the timing is perfect to promote Matt.
With prices for food, gasoline and college going through the roof, Matt should be:
—Creating quizzes that test people’s understanding of financial topics. (See “Briefs, Fillers & Quizzes) at http://tinyurl.com/d74h7)
—Creating a free calculator of some sort that lets people calculate their ability to retire at age 63, or 70, or whatever, with enough money to survive, with or without Social Security. My financial advisor gave me a little cardboard wheel that shows people how much they’ll have in the bank by age 70 if they save only $5 a week, or something like that.
—Writing articles and doing interviews on niche topics: How to save on gasoline, how to save on food, how to save on college.
—Creating separate niche topics for women, as The Sales Diva mentoins above. Women, it seems, are infatuated with designer handbags, designer jewelry and designer clothing and will pay more than they can afford for those items. Can he address this topic?