| Being a great writer is no longer enough if you plan to | | | | wont have to do a hard-sell to get them to follow you. |
| score a big publishing deal, especially as a nonfiction | | | | Dress well for TV interviews (avoid white and beige if |
| author. | | | | you have a light complexion; head for blues, purples, |
| Particularly if your book idea falls into the how-to or | | | | and pink; avoid flashy prints; avoid jangly, reflective |
| self-help categories, you not only have to sell your | | | | jewelry and other distracting clothing and |
| terrific writing, but you also have to sell yourself as the | | | | accessoriesyou want the attention on your words, not |
| books conduit to the world. | | | | your wardrobe). Know how to lead an interviewer to |
| Publishers want to minimize their risks, so they dont | | | | ask the right questions if he or she goes off topic, and |
| haphazardly award big book contracts to unknown | | | | to turn negatives into positives. |
| writersunless, that is, the writer is the total package. | | | | If youre interested in media training resources or |
| What constitutes this package? | | | | coaching, try these: |
| PLATFORM | | | | - |
| Increasingly, publishers look for authors who have | | | | - |
| platforms. A platform is your megaphone to shout | | | | - |
| your books message to a mass audience. Famous | | | | PROVEN PROFESSIONALISM |
| people have automatic platforms; if Julia Roberts were | | | | How will the editor know that you will turn in your work |
| to decide to write a book tomorrow, you can bet that | | | | on time, that you will not be a huge pain in the rear to |
| shell have publishers clamoring. Why? Because they | | | | deal with, and that your work will be clean, on target, |
| know that the media will go wild to tell the public about | | | | and on word count? If you have no other book credits |
| it, and shell have the ability to get as much air time as | | | | to your name, youll need other credentials that show |
| she wants all over TV and print. | | | | you know how to be a professional. |
| But lets assume youre not quite so famous. Thats | | | | Credentials that prove you're an expert are one thing-- |
| okay. You can build a platform in a number of waysa | | | | having a special degree, professional association |
| good start is by writing articles for newspapers and | | | | membership, or teaching expertise can help establish |
| magazines. Work toward becoming a columnist (even | | | | that you know your subject matter, but you still need |
| at a freebie community paper), then work on | | | | to prove that you know how to handle the writing and |
| syndicating your column. | | | | publishing process. |
| Although some writers will thumb their noses at this | | | | Articles in impressive publications certainly help. A |
| suggestion, if your main objective is platform-building, I | | | | regular column helps even more, because it shows an |
| advise that you get your column out there to as many | | | | editor that you were able to meet deadlines week |
| publications as will have it, whether they pay well or | | | | after week or month after month and that another |
| not at all. You may also choose to put your free | | | | editor liked you enough to want to work with you |
| articles on websites such as and | | | | regularly. A contributing editor spot on a magazines |
| Other ways to build platforms: | | | | masthead works in your favor, as does any prior |
| - Host a radio show | | | | experience on staff in the publishing world. |
| - Get a program on public access TV | | | | Although rarely requested, nobodys ever hurt by a |
| - Become a regular guest on a radio/TV show | | | | letter of recommendation-- er, testimonial-- from a past |
| - Become a public speaker | | | | editor or boss in a publishing field. Ive been known to |
| - Have your own e-zine (must be popular to count!) | | | | throw in a few sentences from my editors that |
| - Moderate a popular forum or e-mail list on your | | | | comment on how easy I am to work with, or how |
| books topic | | | | reliable I am, or how their audience always loves my |
| - Become involved with well-known charities, nonprofit | | | | work. |
| organizations, or professional organizations, preferably | | | | EAGERNESS TO HELP |
| as an officer or spokesperson | | | | Even if your platform leaves something to be desired, |
| - Teach teleclasses or webinars | | | | you can make up for it with a solid publicity plan and an |
| - Write a free e-book | | | | eagerness to take an active role in publicity and |
| MEDIA EXPERTISE | | | | marketing. Give concrete plans for who will interview |
| It's not unusual for publishers to ask for proof of your | | | | you, review your book, or otherwise give you a |
| media capabilities before buying your book. One | | | | spotlight... and why. Telling your publisher that youre |
| publisher asked me for a 5-minute videotape that | | | | sure this book is perfect for Oprah or that itll be right |
| showed clips from my appearances on Lifetime TV | | | | up the New York Times alley is useless unless you |
| and news programs. I also included a copy of a radio | | | | have a reason for them to believe yousuch as a |
| show where Id recently been a guest, and a | | | | contact at these places. |
| headshotpublishers dont need beauty (unless youre | | | | They are more impressed with solid plans, such as the |
| writing a beauty book!), but they do like to see that | | | | fact that youve already spoken with local librarians |
| your appearance wont make people scream with | | | | who want you to come speak, the YMCA has asked |
| abject horror if you do public talks. | | | | you to come teach a seminar once your book comes |
| To become more media-savvy, you can practice your | | | | out, two local colleges have courses in your subject |
| speaking skills at a local Toastmasters club ( an | | | | matter and have agreed to check out your book for |
| international association meant to help people | | | | possible classroom use, a business organization is |
| overcome public speaking fears and speak more | | | | interested in buying copies in bulk, and youre happy to |
| effectively. | | | | do a book tour of the southwest on your own dime |
| You can also practice by having a friend ask you | | | | (or will split expenses with the publisher). |
| questions on cassette or videotape, then paying | | | | If you plan to hire a publicist, thats usually a plus (rarely, |
| attention to any bad habit's you have (yknow, umm, | | | | the publisher would rather not have an outsider |
| fiddling with your hands, running your hands through | | | | interfere with their publicity departments efforts). If |
| your hair, babbling). Work on your sizzling sound byte | | | | youre going for media coaching, willing to attend book |
| (the few sentences you want to get across to entice | | | | fairs, happy to do signings and readings, planning to buy |
| someone to hear moreor, if thats all the time youll | | | | many copies of your own book to sell during your |
| have, to entice them to run out and get your book to | | | | seminars or workshops, etc.-- all of these are positives |
| read more!). | | | | in a publishers eye. |
| The keys to being a great interviewee? Be passionate. | | | | Remember that you will wear many hats as a |
| Be enthusiastic. Speak clearly and in short sentences. | | | | successful writer. To make it big, recognize that you |
| Let your body language and/or voice reflect a | | | | are also a businessperson, a salesperson, and a public |
| well-collected, happy, engaging attitude. Dont refer | | | | relations expert on your own subject matter. Work on |
| people to your book or website every three | | | | becoming the total package, and youll cast your book |
| secondsbe there to genuinely teach the audience | | | | proposal in a much more attractive light. |
| something, and know that if you enthrall them, you | | | | |