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Book Marketing InformationWhen Old News is Nice News
by:
Penny C. Sansevieri
Sometimes once
you’re pitching your topic or learning the art of the media pitch all you wish hear is “your topic must be newsworthy, it must be voguish AND it must tie into a current/relevant topic.” So let’s say you have a great pitch, the only thing is it’s from last year. Is old news nice news? Sometimes, yes it is. If your pitch ties into thing
current and relevant then it’s what we can an “evergreen.” In fact I have pitches that I’ve used some times over, they are seasonal pitches that become relevant once
that particular season rolls around. Let me give you an example.
Let’s say you have a book on relationships and Valentine’s Day is looming on the horizon. Well, you mightiness create a pitch or two for this holiday and strike media gold once
it comes to their interest in your topic. But once the holiday is history you can still file away your pitch, providing it wasn’t polar to a news-topic that won’t be coming about again.
Some years ago I created a topic for Valentine’s Day called: “The one thing folk DON’T do that screws up their marriages.” Now since divorce rates aren’t acquiring any better for the predictable
future, this topic wish continue to remain fresh year after year. Surely I mightiness tweak a sentence or two or offer a fresh set of tips or questions, but the pitch itself remains consistent.
So, how do you go just about creating evergreen hooks for your book? Well, start this as you would-be any campaign and open a calendar to map out the next twelve months of your marketing efforts. During those twelve months you wish no doubt find a pitch or two that you can recycle the next time this date comes around. Or, alternatively, you mightiness find a topic that isn’t date sensitive meaning that it can be used over and over once again with a few minor changes. Health, relationship, and diet issues all tend to have this “evergreen” component to them. We’re equally interested in this topic no matter what the season so for example once
the holidays move about folk are talking just about family issues, diet issues, etc. And piece they mightiness have a some twist to them, they pitch is basically the same. This besides holds true for a book you are promoting year after year. Let’s say you have a health book, and piece you support change
the book with current trends and relative information the content is basically the same. Save for a few references to the low-carb craze your pitches mightiness be quite similar year after year. Or better still a book on personal finance or relationships. These are the staples of our life and blackball any new research, remain fairly static throughout our lives.
Creating evergreens for your topic wish allow you the freedom and flexibility you need to support the momentum going on your campaign without siphoning off an overwhelming figure of creativeness every time an appropriate seasonal angle comes along. Knowing once
to craft a fresh release and once
to recycle an old one wish go a long way to keeping your media campaign strong and possibly a tad less time-consuming.
Just just about the author:
Penny C. Sansevieri
The Cliffhanger was promulgated in Gregorian calendar month
of 2000. After a strategic marketing campaign it quickly climbed
the ranks at Amazon.com to the ##1 better merchandising book in San Diego. Her most recent book: No Much Rejections. Get Promulgated Today! was discharged in Gregorian calendar month
of 2003 to rave reviews. Penny is a book marketing and media relations specialist. She besides coaches authors on projects, manuscripts and marketing plans and instructs a variety of hunt on publication and promotion. To discover much just about her books or her promotional services, you can visit her web site at www.amarketingexpert.comTo subscribe to her free ezine, send a blank email to: mailto:subscribe@booksbypen.com
Copyright ã 2004 Penny C. Sansevieri
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