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October 2008 Publicity Tip

Monthly Tips Index Ask Tom a Question

How to use Persuasion as a Marketing Tool for your Book
Tom Ciesielka from TC Public Relations


Note: The November program will feature tips from Tom Ciesielka, president of TC Public Relations, on how to get Internet publicity for your books. The program will give authors a quick lesson in the business of blogging, with several specific items authors can implement to help accomplish the overall goal of generating buzz about a new book in the blogosphere.

Spin doctors. Cherry pickers. Flacks. These are some degrading names that refer to public relations professionals. Talk about name-calling for grown-ups! Often public relations professionals receive a bad rep for their profession. However, not every public relations specialist is a sneaky manipulator.

One of the things public relations boils down to is honest persuasion. Persuasion can involve changing negative opinions and encouraging positive ones. There are a number of things you should remember when persuading your way through your book promotion efforts.

Know who you're persuading
Would you talk to the media the same way you talk to your mother? Would you pitch the editor of Horses and More about your book about dogs? Sure, these are blatantly obvious questions, but it highlights the point that you should always consider your audience when attempting to persuade. Men, women, oldies, young-ies, liberals, conservatives-all have different beliefs, attitudes, concerns and interests. Consider using different angles and arguments depending upon what will resonate with those you're trying to reach.

Know how to persuade
Audiences can vary, so naturally there are various ways to appeal to each. Interesting statistics and figures can be effective in receiving attention (media folk especially like this one). Knowing important or impressive statistics places you in the "expert" seat, which will greatly assist you in your persuading ways. People listen to experts. Emotional appeals are effective as well because they strike a chord with our human instincts. Think "speaking from the heart, to the heart." You can also establish a need, by explaining what your book is about.

Know when to persuade
You can persuade anytime and anywhere! If people sense your passion for what you do, they will be naturally persuaded. Think about all the opportunities to respond to local or national news. Say you've written a book about a hurricane. In the recent hurricane season (will Gustav, Ike and Hanna please stand up?), you would want to spread the word.

Our agency prides itself on practicing ethical methods of persuasion and communication, and so should you! Don't be the bad cherry. It is in your best interest to be honest, truthful and genuine at all times. There is someone out there who would benefit from what you write, and it should be your mission to help them.

And remember, when persuading youngsters on the importance of vegetables, make sure to mention that eaten or not-eaten vegetables are directly related to whether or not Santa brings presents.

Did I mention the "fear factor" is also an effective persuasion tactic?

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