We all know that having a solid marketing plan is critical to successfully launching whatever you’re promoting – whether a book, product, or your own personal brand. And, in my experience, the best marketing plans take a blended approach with multiple components. In many cases, although not all, the media is a part of a strong campaign. But with everyone’s products vying for media attention, how do you go about getting their interest to secure coverage for your product?
Know your media.
First you need to know the right media for your topic; this includes knowing which outlets align best with your background and expertise. Everyone wants their products mentioned on the big morning shows, talk shows, etc. But, in this hot, political season, if you have no platform, no blog, and no prior media, it is really, really hard to gain traction.
What’s your expertise, really?
Before reaching out to the media, it’s best to know your limitations. And I don’t mean this in a negative way. Instead, you should know what your expertise is, as well as what it isn’t.
Your hook.
Your hook is something you can anchor your story to that will get them really interested. Think: HUH – hip, unique, helpful. Maybe it’s current, in terms of either pop culture or news. Or maybe it’s timely in that it’s an upcoming holiday – even a less than major one like National Peanut Butter and Jelly Day, or National Margarita Day. You could even tie into an upcoming movie release, or some celebrity news. Years ago, I hooked a fiction book to a Presidential race and turned it into an Amazon bestseller (read how here).
Bottom line: tie whatever you’re promoting into a bigger topic somehow, even if it’s less than serious – like tying a funny, anecdotal story about your product to the election fatigue many Americans are already experiencing.
Your pitch
Pitches are extremely important.. Keep your pitch short – one paragraph max. Next, carefully craft your subject line. Think short, punchy, and interesting. Some ideas I’ve used successfully have been:
- Calendar Hook: Valentine’s Day
Subject Line: Did you know you could meet Mr. Right in a soup kitchen?
- Calendar Hook: Christmas:
Subject Line: Give your kids the gift of laughter this holiday season!
- Calendar hook: Fire Prevention Week
Subject Line: How to Get Organized Without Resorting to Arson
- Calendar hook: Holidays
Subject Line: When airplanes and…