Welcome to week three of the Christian Author Bootcamp! This is a ten week book promotion blitz created to help you whip your publicity plan into shape. This week we’re taking on the task of writing a news release and distributing it to various media outlets. Watch the video and then find the links mentioned below.
Christian Publishing Tips is pleased to present our guest blogger today, author Phyllis Benigas. Phyllis serves on the Assemblies of God World Missions Board and enjoys speaking at women’s meetings, retreats and conferences. Be sure to check out Phyllis’ website and pick up a copy of her book, Intimate Moments with the Shepherd. Today Phyllis writes about the intimidating and pressure-filled experience of pitching your book idea to an editor.
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The opportunity of presenting, often called “pitching,” a book idea to an acquisition editor of a publishing house is daunting, to a new author. I found myself in this position a few years ago while attending the International Christian Retail Show. Even with the certainty that God was directing me to put into print the ever-comforting message of the Shepherd’s care in our lives, I faltered as I looked into the knowing eyes of an editor who had heard it all. My idea was not a new, earthshaking concept-David handled it quite well in Psalm 23-but when we truly grasp its truth, our world is never the same.
I had the understanding that acquisition editors will politely give five minutes to an author to present an idea, but all may be lost if the author has not grabbed their attention within the first 30 seconds. No pressure! While grooming and a winning smile are all part of the package, my acceptance that day was more or less hanging on 30 seconds. I’m not sure whether or not my understanding of this process is completely based on fact, but my personal experience at ICRS seemed to confirm it.
The first acquisition editor I met glanced at my book proposal, listened to my pitch for…about 30 seconds and then started doodling on paper. This was not a good sign. At three minutes into my presentation, he handed my proposal back to me and said he wasn’t interested, and I knew that he wasn’t. Although my presentation was concise, my book proposal orderly, and my appearance, well, I did my best with what I had to work with, I failed to plant even a seed of possibility in his mind. This was not his fault.
I returned to my hotel room dejected, determined to return home in the morning. After sharing this experience with my husband on the phone he encouraged me to pursue what God had placed in my heart and to toughen my “thin skin,” and then he prayed with me. He asked the Lord to reveal what He knew would capture the attention of the editors and that my passion for this project would be evident. It wasn’t as though we hadn’t prayed over this in the past, but perhaps form and substance had stymied divine revelation.
Later, as I sought the Lord’s direction, He reminded me of a book by Philip Keller that I had run across a few weeks before in a Christian bookstore, “A Shepherd Looks at the 23rd Psalm.” He also brought to mind a conversation with a pastor friend who expressed the desperate need we have for the Lord to guide us through all the challenges in our homes and relationships. The faithful Shepherd had given me just what I needed.
The next day I had the privilege to meet with six acquisition editors, with a “pitch” that began, “Back in the 70’s, a man by the name of Philip Keller wrote a book entitled, ‘A Shepherd Looks at the 23rd Psalm.’ Over a million copies of that book have been sold, and my book is a 2lst century dimension of that same theme….” Well, needless to say, when an editor hears “one million copies,” you have his attention. I went on to share with passion the desperate need readers have for the Shepherd’s guidance. At the end of the day, five editors kept my book proposal and later responded. For a newbie like me, this was monumental. Strang Communications published my devotional book last year, “Intimate Moments with the Shepherd – Guidance Through the Challenges of Life.” With the many struggles we are facing today, we need Him more than ever.
My book is light-years away from a million copies sold, but as it moves out into the marketplace, I know from the dozens of testimonies I’ve received that it is touching lives, one by one. I will never forget that night in a lonely hotel room when the Lord guided me through my challenge. Whether it is a pitch, a query letter or a book proposal, our ideas can be presented with confidence when the Lord is directing our first 30 seconds.
By Phyllis Benigas
Visit Phyllis at www.shepherdmoments.com
“We are His people, and the sheep of His pasture.” Psalm 100:3
Before I became a full-time writer I spent six years working as a television news reporter. I worked in newsrooms around the country, from California to Florida and several places in between. I’ve interviewed hundreds of people, reporting on everything from murders to movie premiers. I’ve read countless press releases and for six years of my life, I pitched stories on a daily basis. In this three part series I will share some of my knowledge with you about how to develop a story pitch, how to reach the right people, and how to be a great interview subject. Let’s start from the beginning– how to get media attention by developing a story pitch. Then we’ll tell you how to use that attention to your advantage.
Become an Expert
You wrote a book– that stands for something. Whether it’s a book on parenting or the history of the Scots-Irish, writing a book makes you an authority on that topic. Position yourself as an expert in your field. Journalists are always looking for experts on certain topics. Why can’t that be you? Take some time to write this down so you’ll be able to clearly communicate what your expertise covers.
Know What’s Going On
I know a lot of people don’t watch the news– too much violence and bad stuff, right? Your local news is likely a bit different. It’s important to know what’s going on in the community you are a part of. Keeping tabs on the big stories of the day will let you know if anything is happening that you (as an expert) can offer input or commentary on. If you see a story that falls into your field of expertise, let the television station know.
Develop a Story Idea
While the fact that you wrote a book is great and all, that act in itself is not interesting enough to make the 6:00 news. I know we’re all busy, but honestly– news reporters are INSANELY busy. Most people could not handle the day-to-day demands and stress that a news reporter faces. Not only do you have to be ready to go each morning with several viable new stories to pitch to your team of producers, but once your story is set you must find the right people to interview, shoot a stand-up, write teases, write the story, log your video, do a live shot and develop more ideas so you can do it all over again tomorrow. Oh, and you have to make sure you do it better and faster than the competition or you’ll get in trouble. With that being said, you will be welcomed with open arms if you already have a great story idea ready to pitch. To be honest, I always found it a little difficult to explain to someone not in the news business what makes something newsworthy. Keep these three characteristics in mind: Timely, emotional, interesting. Your story pitch must always be timely, but if it’s emotional and/or interesting as well, you have a much better shot of getting noticed.
Delivering Your Pitch
Now that I’ve explained what the day of a reporter includes, you can understand that they often don’t have long periods of time to discuss your story with you. Send your idea in the form of a press release directly to a reporter. If at all possible, don’t e-mail it to a general station address. If it’s health related, find out who handles the health beat. Does it have to do with schools or education? There’s likely a reporter that fields those stories, too. E-mail the reporter directly and include your contact information. Follow up after a day or two with another e-mail and possibly a short phone call. If you reach the reporter on the phone, ask if this is a good time to talk before launching into your pitch.
Being Timely
As I mentioned, being timely is crucial for getting coverage. Television stations are about bringing you the news that just happened or is happening. What is the peg that makes your story timely? Are you approaching an important anniversary? Is there a big event coming up that you are organizing? Is there a huge national news story that you can add upon? For instance, the economy is big news. Are you a dental hygienist making extra money because you self-published a book? Then try pitching your story as a way other people can make extra income.
Be Exclusive
One strategy to get attention is to try working with only one station to begin with. Let them know that they are the only crew you are working with. Television producers love exclusive stories. Sometimes this is a good idea because it encourages them to broadcast your story. Other times it backfires because rather than all of the stations covering you, you’re only getting attention from one. If you decide not be exclusive, but you get the attention of one television station, try phoning up another station, and let them know that Channel 8 is doing a piece on you. This may seem like a flashback to 7th grade, but sometimes that tiny bit of pressure works.
Know Your Story
Everybody has a story, but no one thinks they do. Usually it’s the reporter’s job to find it, but in order to get some attention, you can help them along. What is your story? And I’m not just talking about the book that you wrote. Get to the heart of your personal story by thinking about what motivates you, what your passion is and where your emotion comes from. Pretty soon someone will want to tell your story.
RT @newerakara: Looking forward 2 signing my new book, "Are You Keeping a Secret?" at booth 2121 (Winepress) Tues 9am at #ICRS! See u there! http://twitter.com/christianpubtip2010/06/29
RT @AngeStar: First full-I mean FULL-day of #icrshow & great 1! Meetings books etc.Must go to popcorn cart &see Like Dandelion Dust trailer. http://twitter.com/christianpubtip2010/06/29
