When you dream about doing publicity for your book, you probably envision appearances on the big TV shows like Oprah and Jay Leno, about live appearances on CNN, Fox and the big three networks; about interviews on coast-to-coast radio shows and blogs that receive hundreds of thousands of hits a day. The idea of speaking on some little Podunk radio program with an audience of six – including the host’s mother – probably doesn’t even cross your mind.
But you never know what little bit of publicity may be important.
Years ago I was doing the promotion for one of my first books, Wake Up! You’re Alive, an inspirational book I had coauthored with my father, Arnold Fox, M.D. As the junior partner, I was assigned to all of the smaller radio programs, including a station I had never heard of that was nestled in the hills near Dodger Stadium.
With great reluctance, I drove to the station, sat in a tiny, no-room-to-lean-back-in-your-chair studio, put on my best “game face” and went through the interview with a very friendly and knowledgeable host. When the time was up, I thanked the host and prepared to leave, thinking that I just invested a couple of hours and probably sold about one-eighth of a copy of my book. But as we were shaking hands, the host asked me if I gave seminars. It turns out that his wife, the minister of a local church, was looking for speakers to inspire her congregation.
Well! That one seminar led to another and another and another, which added up to a nice number of paid seminars. We made quite a tidy sum stemming from that one “little” radio show that I didn’t want to do. The point is you never know; sometimes the “little” things bring big rewards. Many authors have built their careers on “little” PR steps that, when put together, made a large PR campaign. I remember speaking to Robert Kowalski, author of The Eight-Week Cholesterol Cure, a tremendously popular book that generated lots of sequels, spin-offs and paid speaking engagements. Robert told me when his book was first published he would go anywhere at any time to speak to any group of people about his book, even if it was just two members of a church book club. All of his “little” efforts helped to make his book a blockbuster.
I’m Barry Fox, a New York Times #1 bestselling ghostwriter. I help executives, entrepreneurs, philanthropists and top professionals create top-notch memoirs and business books. I can also guide you through the self-publishing process. Call me at 818-917-5362.