Launching a book is thrilling. Lots of time, energy and thought goes into planning it. But that’s not the only day you should be thinking about.

You’re going to have that book for a long time. So although launch day is important, the real question is: How do you keep the book in the minds and in the mouths of people all over the world for a long time? It all starts way before your book is even written.

Start before your book exists.

Before you’ve even written a book, you can start by building a platform. This is how your future readers will find you.

Building a platform means putting yourself out there so the people who need to hear your message can find you. That means pitching as a subject matter expert. I did this a lot before my first book, Listful Thinking, was published. It meant I could back up my expertise when I was trying to find a publisher. And it meant I was ready to share my book when it came out.

When you’re building your platform, think about where your audience is likely to be—and go there. Pitching traditional media is important, but so is social media. And don’t forget about blogs, podcasts, and live-streaming shows! You can actually create an editorial calendar to keep yourself accountable. 

Once you have the book deal. 

Celebrate! This is a big moment. Then it’s time to sit down and set your media goals. It can often take a year or more from getting a book deal with a traditional publisher to the day of your book launch. You’ll need that time to plan a detailed strategy to connect with readers. 

One year before your book launch.

A year seems like a long time. In some ways it is—you can fit a lot of events, media, and content into a year. But it can also fly by if you don’t start planning. One year out is a good time to identify the outlets you want to be featured in. It’s also a good time to think about media training. It might take a little while to find a media trainer and actually get started, so you want to give yourself plenty of time. Or you could take a training course like mine called Media-Ready Author to get ready at your own pace. 

You’ll also want to start doubling down on your content calendar. Make a plan and stick to it! 

Six months before your book launch.

Think about what kinds of support you’ll need for the launch, such as a publicist or social media manager. Those people will help you start securing event dates for the launch period—both virtual and in person!

During this time, you’ll keep up your content creation schedule. It’s a good time to revisit your strategy. Where are people really engaging with your message? What posts aren’t getting as much attention? Use that feedback to tweak your strategy.

[Media-Savvy Author: How to Hire Professionals for Your Book Launch.]

Three months before your book launch.

Keep creating videos, blog posts, and social media content. This is the solid foundation of your author platform. Now is also the time to get more serious about pitching traditional media in conjunction with your book launch dates. 

Two months before your book launch.

Start thinking about your wardrobe, makeup, and overall presentation for your book launch events. Venues for your launch events should be booked at this point. Make sure to promote those events via your social media platforms. And start getting excited!

One month before your book launch.

The countdown has arrived. Self-care is key one month before your launch. You’ll want to keep up your schedule of interviews and content, but don’t neglect your basic needs. Get plenty of sleep and eat a balanced diet (which can be tricky if you’re traveling for events!). 

Speaking of events—if you’re traveling a lot, now is the time to concentrate on your packing and prep strategy. Layers, items that don’t wrinkle, and back-ups of everything you need are key. 

Day of your book launch.

Take a moment to breathe and take it all in. This is a big day! Bring yourself back to your “why” — the reason you wrote your book in the first place. Remember, sharing your thoughts and ideas with the world is a public service. Thinking about it like that can be very useful for the promotion process.

Keep the momentum going after your book launches.

When you’re in the book launch phase, you’re really invested in the book itself. That’s only natural. It should be the focus of attention at this point! But once your book is a few months old, you have to shift your focus and start to consider how your book can support you as an author and expert—not how you can support your book.

This does not mean you shouldn’t talk about your book. Of course you should! You just need to find new ways of framing and contextualizing how you talk about your book. The attention needs to be on how your knowledge (and by extension, your book) can solve problems or shift people’s mindsets.

The relationships you build with journalists, reporters, and producers are some of the best resources for you as you consider your post-launch strategy. Thank you notes (paper ones—yep!) go a long way in demonstrating your appreciation.

These really do make an impact on fostering positive relationships between you and members of the media. You can then leverage those relationships to pitch again from a new angle. 

You might be wondering what exactly you should pitch—how can you use your book as a jumping-off point that inspires the next stage of your media strategy?

Well, here’s a little secret: Everything you talk about doesn’t have to be in the book. In fact, it can actually be counterproductive to limit yourself to only things you covered in your book. You are an expert on a topic that includes what you talk about in your book. You can absolutely pitch on related areas within your expertise that didn’t fit into your book—and you should! This is essential to any sustainable media strategy. 

The post Media-Savvy Author: Setting Your Media Goals appeared first on Writer's Digest.

A literary agent friend of mine mentioned that she was using video to pitch her clients to editors, and I was very excited to hear this. As a former TV producer and a media trainer, I’m a huge fan of video. It’s a unique medium and it allows you to connect with your audience in a special way. 

Think about it: Seeing a video creates a lasting impression and a sense of a person’s personality. That can go a long way in wowing agents! 

However, it’s important to go about this the right way. Professionalism is the key here. A 20-minute, blurry, rambling video is not going to do you any favors. It’s the same as when you’re doing media. I’ve helped hundreds of authors feel more confident on camera for media interviews and videos through private training and my online course Media-Ready Author. Those are all the same skills that work for query videos.

Done right, query videos can help you share your personality and stand out. If you’re planning to use video in your queries, it’s important to have a cohesive plan. Remember that using video is a lot like querying agents in general. Every person likes something different, and it all depends on what that person connects with. 

There are two situations where video can really work in your favor. One is when you’re querying agents. The other is once you have an agent and they’re communicating with book editors on your behalf. Jessica Berg, author, agent, and Agency Director of Rosecliff Literary, told me that she’s getting excited about the personal connection that video can create. 

“I think video pitches are such a smart way to close the gap between the inbox and real life, especially for nonfiction,” Berg says. “I meet so many authors at conferences, and it’s often the person, not just the idea, that hooks me. It’s their energy, clarity, the way they talk about the book that sticks just as much as the concept. Sometimes (OK, most of the time) it’s really refreshing to meet the person behind the pitch.”

Creating videos is especially useful for nonfiction authors. Fiction is its own ballgame. But in nonfiction, you, the author, are a big part of the story. Editors and agents want to know what makes you the right person to share this message. 

Here are some suggestions to get started.

1) Start with a clear and concise hook.

This is crucial. You want to start out strong so that the agent or editor watching your video is immediately interested. This is something you’ll definitely want to work out beforehand—no winging it! Try to think of one sentence that will keep your audience engaged. Attention spans are short these days, so you don’t have long to make that impression!

2) Share a compelling personal introduction.

Introduce yourself and share your personal connection to your book. You might focus on topics such as the events that led you to write this book or what about you makes you the right person to tell this story. This is your opportunity to give the agent or editor a sense of who you are and what you bring to the table. You don’t need to give your whole life story—and you shouldn’t! Just narrow it down to what is relevant to the book.  

3) Give your book pitch in one minute or less.

Long, rambling videos are not going to cut it. They might actually hurt your chances with an agent. Agents are busy and they’re not going to watch anything that eats into their time without a return on investment. That’s why you need to make sure you get right to the point. You’ll probably need to time yourself to get the time down. Cutting filler words will help you sound more professional and also help you be more concise. You still want to sound conversational, though—here are some tips on how to do that. 

4) Implement the Accordion Method for flexible, scalable pitches.

I developed the Accordion Method so that authors and experts would have a go-to strategy for media appearances. And it works just as well for videos in query letters!

The Accordion Method means having a short, medium, and long answer to every question. For each version, you need to start with a strong hook and then go into more depth depending on how much time you have to elaborate. Here’s my full guide for speaking in soundbites using the Accordion Method. 

[Read more about the Accordion Method from Paula Rizzo on WD.]

5) Set yourself up for success with video skills.

Not everyone is comfortable on camera, and that’s OK. It just takes some practice. It’s important to assess your video skills and comfort on camera so you know where you might need some help. 

Having a professional setup is essential. That means considering things like lighting and background. Plus, you’ll want to use a high-quality microphone for clear audio and make sure you choose an appropriate camera to get good video quality. I have lots of tips for creating a professional-looking at-home studio here. But… don’t get so wrapped up in trying to create professional videos that you forget about the most important aspect—the message!

Berg agrees: “The biggest takeaway for authors is you don’t need fancy edits or a perfect setup,” she says. “Just show me you get your reader, you know your angle, and you care about the work. That’s what makes me lean in.” 

6) Decide on a video sharing strategy. 

There are lots of ways to host and share videos these days. You’ll want to decide if you plan to host on YouTube, a private link, or agent-specific. 

Relatedly, it’s worth thinking about creating custom videos for each agent rather than one universal pitch. That personal touch can make all the difference. Berg believes that the personal connection is what will create leverage. Don’t be afraid to show who you are and what you bring to the table. “If I can get even a glimpse of that in a query, it’s a massive win,” Berg says. Your personality and charisma will make agents and editors remember YOU.

7) Be inspired by examples.

Now that you’re ready to use video, some examples can help you get a sense of the way authors are using this. These two examples are from already published authors, but I think it’s important to note how they do it and emulate the style in your own videos. 

Elizabeth Gilbert the author of Eat, Pray, Love and All The Way To The River, has some great examples on her Instagram. She shared a “behind the title” video that ticks all the boxes—professional, short, and warm. 

YA author Angie Thomas’s video is a great example for fiction. 

Noticing what these authors are doing—great lighting, clear communication, hooks that grab you—can inspire you to create your own videos.

If you’re ready to try using videos to woo agents and editors, remember the key elements: concise, personal, and professional. This is something I predict we’ll be seeing a lot more of!

The post Media-Savvy Author: Using Video to Woo Agents & Editors appeared first on Writer's Digest.

(The Art of Writing Whatever You Want: A Chat With Hilary Leichter)

The first job of a writer is to actually write their book. The next is to promote it. But getting in front of a camera or microphone and talking to a live audience isn’t as easy at it may sound, and authors who are used to having thousands of words in a book to lean on may need to come up with just a few minutes of sound bites to help them get their point across.

In this episode of “Writer’s Digest Presents,” content editor Michael Woodson chats with media coach and author Paula Rizzo about why it’s important for writers to learn to be media-savvy, the different kinds of media that can help them promote their work, and how to have every possible answer ready in their back pocket.

About Paula Rizzo

Paula Rizzo is an Emmy Award-winning television producer, bestselling author of Listful Thinking & Listful Living, media-training coach, speaker, LinkedIn Learning Instructor, host of the live-stream show “Inside Scoop,” and creator of the popular online training Media-Ready Author. Grab Paula’s free guide, 10 Media Questions Every Author Needs to Answer, to create buzz for your book.

Listen Now

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The post How To Be More Media-Savvy: A Chat With Paula Rizzo appeared first on Writer's Digest.

Whether you’re a nonfiction author looking to share actionable insights on your area of knowledge or a fiction author hoping to explore elements of your writing process, an online course offers a chance to create a new form of value from the hard work you’ve already done.

I have firsthand experience with the process of turning a book into an online course. I’ve done it many times with my expertise as a media trainer and a productivity expert. I hold courses and offer training materials based on my work.

I created Media-Ready Author to help authors and experts speak in soundbites, set up their virtual studios and sell more books. When my first book Listful Thinking came out I created the Listful Thinking Masterclass as a complement to give my readers even more ways to be productive and get things done. I’ve even done a whole series on LinkedIn Learning on topics ranging from list-making strategies to succeeding at hybrid work (check out my behind the scenes here!).

Based on these experiences, I have some tips and ideas for authors who want to develop their book into an online course:

1. Outline your course structure.

For both fiction and nonfiction authors, creating a structured outline for your course is critical. This will be the roadmap for your content and ensure that learners are guided through a logical progression of information. A typical online course has modules or lessons focused on different aspects of the main topic. The content should flow naturally, and the information should build towards specific learning goals.

For nonfiction authors: If your book is instructional or informational, break down your content into digestible lessons. Each chapter or section might inspire its own course, or it could be a module in a longer course.

For fiction authors: If you’re a fiction author, you have a wealth of knowledge about your craft—writing! Lots of people are interested in learning to become writers or want to improve their writing. And a published author, you have credibility. You might choose to focus on key lessons from your writing experience.

For example, you might create a course on “Writing Compelling Characters” or “Building Immersive Worlds.” You can use examples from your book to explain each point. You might also consider holding small-group workshops focused on developing the participants’ skills in a specific area, such as plot or setting.

2. Choose your platform.

Once your course outline is ready, it’s time to decide where and how you’ll host your course. There are several online platforms that can help you build and sell your course.

First you need to record or present your content. Your course doesn’t have to be video based. You can record it via audio or have all the content be written out and designed into PDFs and worksheets. However, if you want to build a video course as I have, you can do that with several video tools:

Zoom: If you want to hold live, synchronous classes or training sessions, Zoom can be a great fit. You’ll need to purchase a business account so you can hold meetings over the 40-minute limit for free accounts. The video quality isn’t the best if you want to record videos in Zoom but it’s better than nothing if you’re already using it. You can always record your lessons live and then edit them down into shorter videos later.

Mmhmm: Funny name, powerful tool. I love this one and used it to create my Media-Ready Author course. I recorded all the videos on this platform. Because I planned ahead, I already had each video thought out and had slides to go with each of them, so it made recording the videos in Mmhmm a snap.

Streamyard: I love this platform because it allows you to have a production studio right in your own home. I’ve been using it for years to record my live-stream show Inside Scoop where I interview experts and sometimes do solo episodes about media or productivity. You can stream live using this tool or you can record video as well and then download it for later use. You’re able to record horizontally or vertically.

Once you record your videos or your lessons then you need to store them somewhere. You could upload them to your own website but you’ll need to host the video somewhere first.

YouTube: You can put videos that are unlisted on YouTube so only people with the link can watch them. And then you can either share them directly or upload them to a platform or website like your own or Thrivecart, Kajabi, or any of the others that are now available.

Thrivecart: I’m a big fan of Thrivecart and host all my courses there. I didn’t always do this and used to have all my courses on my own website. But this allows you to sync up with your email list when someone purchases, and then you can have affiliates if you’d like to and offer coupons as well. I’ve found it very helpful and easy to use.

3. Create the content.

Turning your book into an online course involves turning your work into a digital format that’s easy to follow for your readers. Here’s how you can do it:

Video: Video content is the most engaging way to teach, and it’s how I do most of my courses. Whether you’re presenting key takeaways from your book or discussing personal experiences and insights, videos help bring your ideas to life. I recommend using many of the same strategies you can use to go live on social media. You’ll want to write a script for yourself so you stay on topic. For more information on using a teleprompter, check out this guide I created.

Written material: You can reuse parts of your book as PDFs or downloadable worksheets. This is especially useful for nonfiction books, where checklists, templates, and worksheets are common. Fiction authors might create story prompts or writing exercises that you can share with course participants.

Community interaction: One of the biggest benefits of online courses is the ability to build a community of learners. You can incorporate discussion boards, group coaching, or even live Q&A sessions. This is such a great way to get to know your readers more personally. As an author myself, this is one of my favorite parts of creating courses.

4. Don’t shy away from self-promotion.

Marketing your online course is one of the most important steps. After all, no one can take advantage of the course if they don’t know about it! It can be hard to do self-promotion—but remember, it’s an act of service. You need to come up with a strategic plan for spreading the word. That should include elements of these methods:

Email List: If you have an email list of readers, let them know about your course. You can even offer early-bird discounts or bonus materials to incentivize people to sign-up.

Speaking Events: If people are interested in your book, they are likely interested in your online courses too. Be sure to get permission from the hosts of the event to be sure you can mention your products first but it’s a great way to get the word out.

Social Media: Share behind-the-scenes content about the course creation process and host Q&A sessions to help readers get a sense of what you’ll be offering.

Partnerships: Reach out to your contacts! Check in with other authors you know who can help promote your course to their readers. You can offer a discount code for those authors to share with their readers.

Freebies: Offering freebies is one of the best ways to show potential customers and readers the value you’re offering. This might be a video, template, or checklist that relates to your course.

5. Be responsive.

Once your course is live, keep track of student feedback and engagement. This is part of embracing a culture of feedback in your professional life. I suggest asking for feedback via email at the end of each course. Based on this feedback, you can continue to refine and improve the course, or use the ideas when you build your next one. I’ve gotten a lot of valuable information this way about what my readers and clients are most interested in.

Turning your book into an online course is an exciting way to engage with your readers, build a new revenue stream, and share your knowledge and expertise. But I want to warn you that this isn’t going to be a huge boon of passive income unless you put in the work to make it that way. You need to promote the course and get it in front of the right audiences.

Whether you’re a nonfiction author teaching practical skills or a fiction author sharing insights on your craft, an online course is a fantastic way to boost your book sales and connect with readers.

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As an author, promoting your work may not feel intuitive, natural, or easy. That’s completely normal. Many people avoid promotion for fear of making mistakes.

Here’s my list of common mistakes authors make—so you can avoid them!

Mistake #1: Waiting to do media until your book comes out.

So many authors make this mistake. Don’t wait! It’s hard to get pitches greenlit if you don’t have any previous media to direct producers or editors to. And guess what? Getting an agent or a publisher is much easier if you can show them you can get media for your expertise (even as a fiction author!).

The Fix: Get started with media as soon as possible.

Create your own content on social media platforms and for your email list—especially video! Self-made videos, blogs, and podcasts are a valuable way to build your platform. That way, when you start pitching, you can point to your live streams or blog posts as evidence of your expertise and ability to speak effectively. No outlet or platform is too small. As I always say, media begets media. The more media you do, the more you’ll have ahead of you.

Mistake #2: Thinking the media will come to you.

Lots of authors assume they’ll be plucked from obscurity. It almost never works that way. You need to show the media why you have something important to share. You have to be able to deliver a helpful, impactful message to your audience. Many people avoid this because they feel uncomfortable pitching cold. But there’s a way to fix that …

The Fix: Create your own content and use that as a springboard.

Be your own producer! This is one of the areas I advise media-training clients on all the time. It’s essential to have a trove of content you can point producers to. I suggest setting up livestreams talking about your work, creating a blog, and regularly using social media. Having an editorial calendar can help you stay consistent about sharing online.

Mistake #3: Not following up on pitches.

You’ve taken the leap and started sending out pitches. But no one is biting! Many people throw their hands up at this point and decide that the editor or producer isn’t interested. You might be losing out on opportunities by giving up so quickly.

The Fix: Gently and politely follow up.

I can tell you as a television producer for close to 20 years, sometimes the follow-up matters more than the initial pitch. Send a follow-up email restating your pitch so the editor doesn’t have to dig through old emails. Make your case succinctly for why you have something important to share with their audience. Include a video clip if you’re pitching for TV or web.

Mistake #4: Putting all your eggs in one (big) basket.

Here’s a fact that might take a little weight off your shoulders: Getting on “Good Morning America” is not the be-all and end-all of doing media. In fact, doing traditional television doesn’t really sell books unless you’re a celebrity. So while it’s great to pitch those places, don’t spend all your time and energy trying to secure an appearance on morning news. It’s not the best use of your time.

The Fix: Say yes to everything.

Instead, focus on smaller outlets and other media, like podcasts—these are better places to reach your target audience. No media outlet is too small, so say yes to everything. Don’t be a snob! Every little piece of media counts. Keep in touch with journalists because you never know where they will end up.

Mistake #5: Winging it.

Some people assume that things will just come together once the interview starts. The truth is, “winging it” is a great way to flop a hard-earned opportunity. Things will not magically appear to you in perfectly articulated soundbites. You’ll get nervous, flub your answers, and stumble through questions. I’ve seen it a million times. No one wants that to happen!

The Fix: Try The Accordion Method.

Practice, practice, practice—and practice some more. Just as important is figuring out what to practice!

Over the years, I’ve developed a technique that I use with my media-training clients. It’s called The Accordion Method. You need a short, medium, and long answer for every question you will be asked. The short answer is the soundbite that grabs your audience’s attention. Think about the headline. The medium answer begins with the headline but adds a little more context. And the long answer follows suit, again beginning with the short soundbite but adding even more.

Remember, you don’t want to leave your audience waiting around for you to get to the point. Get to it right away and then fill in the details according to how much time you have.

[Learn more about the accordion method in Paula’s article from the July/August 2024 issue of WD.]

Mistake #6: Letting media appearances be one-trick ponies.

So, you did your interview—and you nailed it. Now what? Many authors let their interviews slip away. Maybe you share it once or twice on social media and that’s it. This isn’t enough!

The Fix: Reuse your content.

Think outside the box. Sharing your interviews on social media is great, but you can expand your approach to reuse your content. For instance, expand on an interview and create a blog post about it. You can link back to the original video and add more information. You can also keep resharing interviews on your social media channels—there’s no expiration date on great content.

Mistake #7: Letting the fear of self-promotion win.

Being uncomfortable with self-promotion is natural. No one wants to be seen as braggy or self-involved. But talking about your work is not about you—it’s about the people you can help with your knowledge and skills as a writer. Letting the fear of self-promotion win means denying your audience all that you have
to offer.

The Fix: Tell people what you’re up to.

Practice talking about your work. The more you do it, the easier it gets. Tell people what you’re working on and what you have out in the world. This includes books, podcast episodes, guest posts on blogs—you name it. Pay attention to the questions you’re asked most—that makes great content to share.

Mistake #8: Putting all the pressure on the book launch.

Your book launch might feel like the biggest event in the world when it’s happening. It’s certainly something to celebrate! Some authors feel like their launch is their one moment to create buzz around their work, and they put way too much pressure on what happens during the launch itself. If I’m being honest, it’s also a bit anticlimactic when it happens.

The Fix: Take a broader career view.

Yes, your book launch is important. But it’s just one aspect of your profile as an author. Your work as an author and expert continues well beyond the end of your book launch. That’s why it’s essential to look at the launch as part of a much bigger picture. Develop skills and practices to keep yourself in the media even when you don’t have a fresh book out. Your knowledge is evergreen, and applying what you know to the current moment is a key to navigating the media landscape.

Avoiding these common media mistakes will set you on a path to establishing yourself as a go-to media expert. 

Get Paula’s free resource “10 Questions Every Author Needs to Answer” at PaulaRizzo.com/10QWD. 

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Media is how readers find out about books and authors. To get that media attention that will connect you with your audience, it’s essential to establish yourself as an expert—because you are one!

Some authors think the media plan will all come from the publisher. But as an author, you play an essential role in garnering media attention for your work. Your job is to get yourself out there as much as possible. That means training yourself: understanding the media landscape, pitching, preparing for interviews, and creating an infrastructure to keep the momentum going once you start getting featured in the media.

My free resource 10 Questions Every Author Needs to Answer is a great way to get started. You can download it at PaulaRizzo.com/10QWD.

I was a senior TV producer for nearly 20 years before I became a media trainer. I worked in local and national news in New York City and even received an Emmy Award for my work. I’ve gotten thousands of pitches and booked hundreds of authors. I know which pitches work and which ones don’t get responses. As the author of two books, Listful Thinking and Listful Living, I’ve put my knowledge into practice when it comes to doing media myself.

Here is how to create a sustainable media strategy, from before your book comes out to after the initial phase of promotion concludes.

Before Your Book Comes Out

Yes, the media strategy starts before your book even has a publication date. Maybe even before your book exists at all!

Establishing yourself as an expert can happen at any stage, and the earlier, the better. For instance, I started my blog, ListProducer.com, in 2011 and began creating videos and trainings on productivity before my books came out.

By the time my first book, Listful Thinking, was published in 2015, I had already created a catalog of evidence to share with producers and editors showing that I could speak about my work. That way I could point to my blog while pitching and say, “Look at all this content I’ve created about list-making and productivity.” It backed up my expertise. Plus, when it came time to get a traditional book deal, it was easier to sell myself as an expert because the media already gave me their seal of approval.

You can begin creating media on your social media platforms, through a blog, or by launching a podcast or live-stream show. When producers look you up, having an active online presence with high-quality material will show them that you’re professional, knowledgeable, and reliably able to share your message with an audience.

Remember, media begets media. The more media you do, the more that you’ll get. You can always use one media segment to pitch another.

Pitching the Media

Pitching the media can seem intimidating at first. But crafting the perfect pitch requires some prior planning. Over the years I’ve developed a pitching formula—I use it to pitch media, so I know it works. As a producer, I always gave a careful look at stories that had these elements.

Remember, the media won’t just find you. It’s important to tell them that you’re there, that you’re available, and that you want to be featured. That’s where the three elements of a perfect media pitch work their magic.

The perfect pitch has three elements: the hook, the twist, and the takeaway.

The hook answers the question Why now? Why is this story idea interesting and relevant right now?

The twist answers the question How is this different? When I was a producer, I appreciated a pitch that wasn’t the same narrative over and over.

The takeaway answers the question What does the audience leave with? What action do you want the audience to take after they watch your segment? This is what makes your pitch meaningful.

Using these questions to guide your pitch is key to making it stand out above the rest. And don’t be a snob! You can’t hold out for “Good Morning America” and turn down smaller or local channels. It all matters. And guess what, you likely won’t get those big opportunities at first. Start small, practice, get better and more confident. Then, the bigger media outlets are more likely to book you if you have a good track record of previous media appearances.

Preparing for Media Appearances

Your pitch worked. Now what? I developed an approach I call the Accordion Method for preparing for interviews that I use with all my media-training clients. The Accordion Method is about having a small, medium, and long answer for the questions you think you’ll be asked. It works for all kinds of media opportunities.

First, you need to do some research and watch or listen to previous interviews. That way you’ll have a sense of the kinds of questions common to the show or anchor and the order in which they’re asked. Gather as good of a sense as you can and then jot down the questions you expect.

For each question, come up with a short answer—and think in headlines and soundbites. You want to make the producer’s job easy. Producers are always more likely to ask back experts who speak articulately and concisely. This short answer needs to be attention-grabbing.

Then come up with a medium answer. You still need to get right to the point, but now you can add a little more detail. Always start with a bang and then explain the context.

Finally, create your long answer. Once again, you start with the headline and add specific evidence for your first statement.

Once you have your Accordion Method answers for the questions you think you’ll be asked, you need to practice—then practice some more! Practice on camera, watch it back, and do it again. Some people think they can “wing it”—but even if you know your topic inside and out, you still need to practice. You need to hear yourself saying the words out loud. This is much different than simply writing them down or reciting them in your head.

Record yourself and listen or watch back. Pay attention to how fast you talk (you probably need to slow down!) and try to cut down on filler words such as like and um.

Smiling also makes a big difference in how you come across on camera. If you’re joining from a home studio, I have lots of tips for creating a setup that looks professional. But most of all, always start with a smile. (Unless, of course, it’s a serious topic!)

And remember—always look directly at the camera when shooting at home, not at the little thumbnail of your video!

If you’re in the studio, pick one eye on the reporter or anchor and stare into it the whole time. This takes the guesswork out of whether you should look at their mouth or forehead or switch eyes. Pick one eye and stick with it. This works for any conversation, and I’ve been told it’s one of my most useful tips.

Keeping the Media Momentum Going

Once your book is a few months old, it’s no longer new and notable.

Does that mean you should stop doing media? Of course not! I still do interviews and am identified as the author of my books. I talk about productivity and lists more than anyone else and people remember me for it. Especially members of the media. They remember me when they need an expert in this area. Focus on keeping the media momentum going by finding new ways to pitch the media that revolve around you as an author and expert, not just on your book.

It’s also essential to keep sharing the media you do. No one will know about it if you’re not promoting yourself. I know many people feel uncomfortable about self-promotion. That’s natural—no one wants to be thought of as braggy or self-centered. But as an author, sharing about what you’re working on is a way of being of service to others. Your message is important, and people need to hear it.

Media training is an aspect of becoming an author that many people are unprepared for. But once you learn these skills, you’ll continue to reap the benefits.

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Before you do an interview, it’s essential to prepare what you’re going to say. You should also staying in touch with hosts, producers, and editors afterwards. For more on how to get ready for an interview, you can check out my March column, How to Handle Any On-Camera Interview.

What happens before and during an interview is only part of the equation. The rest is what happens after. How do you publicize that this happened? It comes down to sharing content, using one successful interview to pitch again, and repurposing all of your content for maximum reach.

Afterward, share far and wide.

Whenever you do media, remember that lots of people will probably miss your interview the first time around. Of course, some people will see it—but many won’t. Don’t worry about sharing the same content in different forms. Repurposing the interview and putting it on social media, your blog, and anywhere you have an audience, is essential for building your presence as an author.

Don’t be shy about self-promotion. It’s a hang-up that so many authors have. It’s not bragging. You need to connect with your audience and sharing your work will get your message out there. Remember, people need to hear what you have to say. They will benefit from listening to that podcast or watching your interview. That’s why you do what you do.

When I was a television news producer, I always thought of it as a public service. Take on that same sentiment and think of what you know and sharing it, as being of service. It helps when you reframe it this way.

Go beyond sharing links online. You can use an interview as a jumping-off place to create another piece of content for your own platforms. Repurpose it!

Here is how I might make the most of a television appearance, for example.

When I was on PIX11 News in New York City to chat about party planning with lists, I made sure to let people know via social media and my email list about when the interview was happening and how to watch.

Creating graphics to share is key. I use Canva to create my graphics. It gives you a polished and professional look. 

Creating multiple avenues and formats for your audience to engage with the information and the clip is the best way to let people know what you’re doing.

Media begets media.

Sharing what you’re doing in the media is the best way to get more media. The more clips you have to share, the more producers and editors will see you as a trusted expert with something important to say. You can even take one media appearance or piece of content and use it to pitch another one.

Next time you have a media appearance booked, make the most of it by showing up prepared, engaging fully, and making the content widely available in different formats to support your next pitch. And don’t forget that any media mention is valuable—you never know where even the smallest piece of media might lead. Don’t ever be a snob when it comes to media.

My client author Jay Nixon is the perfect example of this. We worked together on a pitch about how your words can sabotage your health. He sent it over to Health.com. The editor loved the idea and interviewed him for a story on their website.

He could have easily said, “It’s not going to be in the print magazine?” and turned away the opportunity. But he didn’t do that. He said yes, because he knew that all forms of media are important.

A few months later, Jay’s article did get printed in the magazine, because the editors liked the story so much. What a nice win! His message has reached so many more people because he was open about getting coverage in all formats. Afterward, Jay was able to use that coverage to pitch again.

I had another client named Greg who couldn’t care less about being on television. He just wanted to be quoted in some design industry magazines. He got a quote in a blog without much readership and guess what happened? CNN saw it and reached out to interview him. You never know who might be reading.

[How to Pitch Your Book to Broadcast Media]

Once I answered a query on the former Help a Reporter Out (HARO) platform that was looking for a productivity expert. The interview was for Dr. Oz magazine and it was about detoxing your to-do list. I had great ideas and wrote to the editor. She loved it and interviewed me for the magazine. After that article was printed, I used it to pitch a few television interviews. The same story could be repurposed in different ways for different mediums.

Making the most of a media interview relies on creativity. You need to get creative about how you’re going to share your work and what you’re going to do with it next. And remember, say yes to media, no matter how small. You never know where it might lead you. 

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The post Making the Most of Your Media Interviews appeared first on Writer's Digest.

But the truth is it’s you publishing the work, so you also have to be able to speak about what you do and what you know. I know this from personal experience.

As an author and a former TV producer, I’ve been on both sides of the interview process. So I know that you need to prepare for on-camera interviews, whether or not speaking is your first preference.

I’m regularly hired to speak or am interviewed as an expert for my usual topics—video, media, and my books: Listful Thinking and Listful Living. However, I still prepare talking points. Yes, every single time! I know it’s the best way to nail any interview. This video will walk you through how I do it.

From my years of experience, I have a few other tips and tricks that I come back to time and again—before the interview, during it, and after it’s over.

Before:

Craft the Questions

Start by thinking about what you’ve been asked to talk about. Is it a new topic or something you’ve been asked to discuss repeatedly? Check out the previous episodes of the show you’ll be on and make sure you have a good sense of what questions you’ll likely be asked. This will determine how you approach your brainstorming.

Write the topic at the top of your notes page. Then write down everything you think of that could possibly be related. Just get all your thoughts down on paper. Once all your thoughts are down on paper, you can go back and edit. Cross out things that are not relevant, add anything you forgot, and see what’s left.

If you’ve handwritten the notes, start a fresh new page and put your notes in a logical order. If you type your notes, copy/paste and reorganize your bullet points. My free resource 10 Questions Every Author Needs to Answer is a great way to narrow down what you decide to speak on.

When preparing how to answer the questions you anticipate being asked, I like to use a strategy that I call the Accordion Method. You want to have a short answer, a medium answer, and a long answer to the questions you think you’ll be asked.

The short answer is the headline: a soundbite that takes just a sentence.

The medium answer is just a little longer, still starting with a bang and then adding a bit of context.

The long answer builds on the medium answer with a few specific details. Once you have these worked out, the next step is to practice. I really mean it. Practicing is essential.

It is also imperative to practice how you’d answer uncomfortable questions in the moment. Get the rocks out of your mouth, so to speak, so that you don’t make a mistake and say something you’ll regret later. Practice with someone who knows publishing: a media trainer, your agent, other authors, a member of your publishing or publicity team, etc.

How do you know which length of answer is required? You’ll know right from the beginning when you know what kind of interview it is and how much time you have. Always ask before an interview how long you have. If it’s a podcast and you have 20 minutes or so, you can definitely use your long accordion answers. For TV you’ll probably use both short and medium answers because those segments are likely under five minutes. But also watch the interviewer, take cues from them on when to wrap up your answer.

In this episode of my live-stream show Inside Scoop, I walk you through how to use the Accordion Method. If you’re ready for an even deeper dive into this I have a whole training called Media-Ready Author available for you here.

No matter how many speaking engagements you do, you have to practice. Practicing out loud is important because sometimes things make sense on paper but sound weird when you’re talking. And it’s better to find that out when you’re alone or talking to a friend than on TV!

[5 Ways to Get and Keep Media Attention After Your Book Launch]

During:

During the interview, it’s time to make sure your hard work pays off. Remember to slow down, smile, and trust in your preparation. You have valuable information to share, and the audience wants to hear what you have to say.

And remember … kill those filler words! Focus on what you’re saying and be OK with a little silence here and there. Um and like are not your friends during an interview.

After:

Don’t let your interview disappear as soon as it’s over. I see this happen all the time—someone spends lots of time getting ready for an interview, nails the appearance, and then … poof! I never see it posted or shared anywhere.

Promote yourself! People won’t know what you’ve done unless you tell them. So don’t be shy about getting the word out. Send out replays to your email lists and post on social media about it.

And always stay in touch with producers. A “thank you” email or handwritten note goes a long way. Producers are always more likely to ask someone back on the show who they have developed a positive professional relationship with.

[How to Pitch Your Book to Broadcast Media]

For more tips on preparing for on-camera interviews, you can check out my free resource, Checklist to Become a Go-To Media Expert.

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