Plural Authors- How to Make Your Book More Promotable

Hello Plural Authors,

This post is for you! Brian Feinblum, creator and author of BookMarketingBuzzBlog and Chief Marketing Officer for Media Connect, recently invited us to share one of his blog posts, Making Your Book More Promotable. We felt that much of it would be informative for you wherever you may be in the book-creation process and so condensed and edited it with you in mind.

We are always here to help you!

-Plural Team

Making Your Book More Promotable 

Write Your Next Book with The Media in Mind

bookThe world of book publishing has changed immensely over the past decade –and certainly over the past three years, thanks to Amazon, Apple, tablets, e-books, Borders, and social media.

The role of book publicity has not changed though the methods have been altered. PR is needed to give a book a chance at succeeding in an overcrowded marketplace and a noisy media landscape. With more books being published than ever before, and more media outlets, there is a lot of competition.

Technology has no doubt impacted many industries including publishing. As a result, readers and consumers have been changed as well. Writers are changing, too. They have become writers and promoters.

There is no way of getting around it. To embrace PR as an author is to embrace your future.  The good news is there is plenty that you can do to promote your book:

collaboration

  • Think like the media and about their needs
  • Change your attitude about your PR role
  • Brand beyond the book – brand yourself
  • Network
  • Partner with other authors

Lots of authors have hang-ups about publicity. They often feel that they aren’t “mainstream” enough to be promotable or are too shy and uncomfortable to promote their book. You need to take ownership of your book and that means quarterbacking your PR campaign.

Give yourself a “PR audit” to see where you can begin:

  1.  Think of the connections you have and the people you know – do you have connections who could “hook you up” or can you drop names to the media?
  2. What is in your book that the media will find interesting?

Next think seriously about what it is you want to accomplish through publicity. Do you want to build your career, establish a voice, sell your book, influence others, get a job out of it? Knowing what your end goal is from PR will help you decide how to go about getting there. Not knowing why you are doing publicity won’t get you anywhere positive. Always keep an eye towards the future. In deciding what your goal is, consider realistically how much time and energy you will actually have to dedicate towards promoting your book. This will help you determine what publicity goal is attainable and feasible given your busy life.

The most promotable books, of any genre, are:

  • Unique in how they tackle a well-known subject
  • Reveal news or raise great questions
  • Lend personal insight on an industry, person, or organization

What’s Today’s Media Landscape?

In today’s media landscape there are more outlets and opportunities, their value is also more diluted than ever before. You will need a certain quantity of quality media placements

PR is not just about giving away free downloads of chapters and books, or of tweeting and making videos, or of e-blasting a press release. It is about making a sustained, strategic effort to influence the influencers and get media coverage that will help you in the short and long-term.

pen&paperYour writing can help you get media coverage and how you talk about what you wrote matters. Are you an expert in the field? If so, sound like it. Find a way to summarize without the details. Get to the heart of why someone should read your book. You should formulate your 15-second elevator speech about your book before it is written. Express it in a way that serves a need, fulfills a desire or feeds a want.

If this sounds like a lot to take in, it is; but don’t worry. Planning and practice makes perfect. Here are some tricks that can help get media recognition:

  • Socialize or “regionalize” the book
  • Get early reviews & build “buzz”
  • Ask for specific favors from those you know
  • Exploit personal experience/standing
  • Use PR as a means to an end- remember your end goal
  • Coincide your media pitches and efforts with upcoming events, holidays, anniversaries, honorary days, and timely news hooks
  • Create a website at least 5-6 months prior to your book launch date
  • See your launch date as a coronation – not Day 1. From your launch date, you have 30-90 days to make an impression.

Green Apple on BooksRemember to focus on your goal and keep an eye on the future. Plan ahead and begin your PR campaign before the book publishes. The last thing you want is a huge stack of inventory with no one interested. Keep your audience excited by doing daily publicity- even if it is just a simple tweet. Always meet your deadlines so everything comes in on schedule with no unexpected surprises. Test your ideas out on other people to get feedback. If at first you don’t succeed, try again.

There is nothing more rewarding having written a great book than to have a lot of readers and media attention. By actively promoting your work you position yourself to break through the clutter and heard successfully.

Feature Article: Toward a More Effective Collaboration

Toward a More Effective Collaboration by Aaron Fletcher, MD

2doctorsAs a discipline Otolaryngology has long recognized the benefits and virtues of a collaborative model of healthcare delivery. In fact, I believe that few other medical specialties collaborate as frequently and as effectively as Otolaryngologists—it is an integral part of our culture. On a daily basis, we are called to collaborate with specialists of diverse expertise (Audiologists, Speech and Language Pathologists, Neurosurgeons, Radiologists, Radiation Oncologist, Medical Oncologists and so on). In consulting these experts, we recognize the knowledge of these specialists as complimentary to our own and no less valuable. In fact, we frequently congregate in multi-disciplinary conferences where everyone has a say, and everyone’s opinion counts.

As our specialty embarks upon a changing healthcare landscape, we are constantly challenged to evolve our collaborative process in order to keep pace with the expanding application of technology across healthcare.This collaborative spirit is one of the major reasons that I enjoy this specialty. One of the things I appreciate most about Otolaryngology is the opportunity to learn the subtle nuances of a diagnostic finding, condition or technique that are afforded by colleagues and other members of the treatment team.  Throughout my very young career, I’ve found that better collaboration invariably leads to better care and that to be successful; collaboration requires shared vision, values, risks, resources, and rewards regardless of function, occupation or level of training. This is truly what collaborative care is all about.

communicationThe ubiquity of internet access via mobile devices and smartphones, along with the rise of social media has changed the way in which health care information is distributed and consumed. This factor has allowed patients ample access to information about their health conditions and associated treatment options. A recent Pew Internet research study found that one in three adults have turned to online sources to figure out a medical condition that they or someone else they know might have1. Combining these internet resources with expanded mobile network technology means that patients are increasingly capable of seeking answers to their healthcare questions instantaneously. This means that patients are now empowered to become more active participants in their care, and this is certainly a good thing.

On the other hand, these factors also exert pressure upon caregivers to keep pace with these changes in health related information consumption by increasing technological sophistication and improving their own access to medical knowledge. By doing so, we are better suited to meet the demands of a patient population that is better equipped to make important healthcare

As the application of technology across the healthcare landscape has led to a greater sense of empowerment among patients, advancements in health IT, (including electronic health records, cloud computing and health information exchange platforms), also hold great promise for clinicians. The advent of these tools has empowered clinicians to mobilize and share clinical information with members of the treatment team at any time and from any location with internet access. Given the intrinsic collaborative nature of our field, it makes perfect sense that we leverage these technologies to expand our approach to coordinating collaborative care. HIPPA compliant hosting and file sharing networks are now working to mitigate the risk of exchanging protected health information (PHI) via the web and mobile devices. These networks work to encrypt PHI both in storage and in-transit, thereby providing a layer of protection against breaches in security. While these platforms should be used with caution to ensure compliance with HIPPA regulations, as these tools continue to evolve, they will create new opportunities for collaboration and partnership across traditional institutional and geographic boundaries.

Naturally, I believe that Otolaryngologists should be at the forefront of integrating these tools into clinical practice, as we continue to seek new ways of perfecting collaborative care.  I believe ubiquitous data accessibility and sharing (cloud computing) coupled with HIPPA-compliant hosting platforms have the ability not only to facilitate, but to enhance the way we collaborate. Using these tools we can share best practices and treatment protocols, coordinate video conferences with colleagues outside our geographic area, and obtain outside expertise about challenging cases. These tools also allow us to interface with patients about their care, and to provide them a portal to share relevant updates on their condition from the comfort of their home. All of these efforts are critical to the long-term success of our collaborative efforts as a specialty, and familiarity with the tools by which we accomplish these aims is imperative.

So as we embark upon a continually evolving paradigm of healthcare consumption and delivery, we must continue in the spirit of collaboration, and seek out the new tools of our trade.  By doing so, we can continue to demonstrate that better collaboration leads to better care.

References:

1.            Fox, Susannah, Duggan, Maeve: Health Online 2013. Accessed online via http://  pewinternet.org/Reports/2013/Health-online.aspx

 

Dr. Fletcher is the author of the just-published Comprehensive Otolaryngology Review: A Case-Based Approach Fletcher_COR

A Tribute to Plural Author Garyth Nair, MA

A TRIBUTE TO PLURAL AUTHOR GARYTH NAIR, MD

Garyth NairPlural has lost a dear friend and author. Dr. Garyth Nair passed away on August 10th, 2013 following a stroke. He was 69 years old and is survived by his wife Angelika Nair, a mezzo-soprano and his brother Ron Nair.

Dr. Nair began his vocal and conducting studies at Westminster Choir College in Princeton, NJ where he was appointed Assistant Conductor of the famed Westminster Choir- the first student in the College’s history to be so honored. He later studied at Tanglewood with the late Sir Adrian Boult and completed an MA in Musicology at New York University. He was the former Conductor/Music Director of the Chamber Symphony of New Jersey and former Assistant Conductor of the New Jersey Symphony and the senior division of the Lakeland Youth Symphony.

At the time of his death, he was Professor of Music at Drew University in Madison, NJ where he conducted the Chorale, the Orchestra and was also Director of Vocal Activities. His love of music drove him to teach and research the human singing voice for over 25 years. In addition to his work at Drew University, Dr. Nair was also a well known conductor for one New Jersey’s premiere choruses, the Summit Chorale.

The Craft of Singing

Plural’s CEO and co-founder, Angie Singh says of Garyth Nair: “His manuscript was one
of the first we received at our home even before we decided to start a publishing company in 2004. He believed in us so much.” We were honored to call him part of our Plural family and have him among our roster of authors. Our most heartfelt condolences go out to his wife Angelika and brother Ron. He will be missed not only by his family and friends, but also by his colleagues and students.

Dr. Nair’s obituary published yesterday in the New York Times, as well as on The Voice Foundation’s website.  His funeral will be held tomorrow morning in his hometown of Chatman, NJ. Donations in his honor can be contributed to The Voice Foundation here.