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At the end of the year we often reflect on and define what was successful in our marketing plan. We also endeavor to fix what is broken and polish what already shines. A powerful desire for success in our ventures is one inspiration to create our books. Before you published your book did you define what success would look like for you? Not every person who publishes their first book will create a big splash, be a financial success, or make their name as a speaker or workshop presenter. Let’s define what we mean by success: the achievement of something planned or attempted or something that turns out as planned or intended. Maybe your success was becoming a “local writer makes good”, or a name as an online writer, or your book was reviewed in magazines. One of our authors consistently made it into the top 25 in her category on Amazon. And those who do make this kind of success inspire the rest of us to keep showing up. What did you do that was a success this year with your book? Next year do more of what works for you and your book.

You can also let go of what hasn’t worked. You can stop doing book-signings if only 2 people come every time you show up. Offer teleseminars instead to your mailing list that includes contests to win your book. Sales not where you want them? Find a distributor that will take on your book, or at least get your book into Ingram, Baker & Taylor, and Amazon. Your readers need to be able to find your book easily. After radio interviews, does host suggest that you could do a better job? Get a reliable radio coach to improve your on-air presence and make you more entertaining. Your workshops are not well-attended? Find someone in your field you can collaborate with and develop a joint-venture. People comment that they don’t like your cover? Republish your book as a 2nd edition with a new cover. When you are willing to let go of what isn’t working there is always a solution to improve your success track.

Did you take advantage of the “local writer” angle as much as you could?

· Connecting with local press

· Speaking to local businesses, schools, and churches

· Writing short columns for local papers

· Making a connection with local retailers appropriate to your genre

Often authors develop a following locally and then that local following jumps to a regional, and then national level. What worked for you best in being the local author?

Did you write a blog, or submit articles online?

· Connecting your blog to networks

· Submitting your blog as an article with article clearing houses

· Re-posting your article to your social network

· Collaborating with other authors who write blogs

My favorite tip is a simple one – the “elevator speech”. Whether you are a first-time publisher or a major house is publishing your book, every author needs an -”elevator speech”-. Think of this as the verbal business card for you and your book. What’s the first question you get when you sit down at a restaurant? “What would you like to drink?” What is the first question you get as an author by everyone you meet, “What is your book about?”

We refer to this pitch as an elevator speech because an elevator ride may be all the time you have to impress someone with your book. Because you wrote the book you are the expert. In fact you are the only one that can truly describe what you have written. Think of this speech as a 30 – second sound bite. While remaining true to your material, what concepts would motivate people to buy your book? People want to know what is in it for them, so what will they get by reading your book? Make these points simple and clear. While you are considering your options, imagine offering them coffee, tea, or water, instead of the whole juice bar. Write one or two sentences that capture the value your book offers. Initially forget trying to explain the finer points.

Jari Holland Buck, author of Hospital Stay Handbook: A Guide to Becoming a Patient Advocate for Your Loved Ones used the following as her elevator speech: “You and your loved ones deserve the best health care and to be treated right at hospitals. Hospital Stay Handbook offers practical suggestions and spiritual guidance to help you advocate for the health care you need.”

John English, author of The Little Book on Relationship used this for his elevator speech: “The Little Book shows us that when we grasp the dynamics of working with relationships we gain energy, become healthier, and more aligned with our soul’s purpose.”

Dorothy Atalla, author of Conversations with the Goddess: Encounter at Petra, Place of Power uses this: “Conversations is filled with hope for women and the men who love them. Conversations offers a feminine perspective on the Divine that includes a historical perspective that encourages modern women in their activism.”

Once you feel certain that you have a workable elevator speech, practice in front of a mirror, with your spouse, with friends. Are you having a hard time saying the lines you’ve chosen? Try simplifying them, or switching them around. Keep working with them until you can recite them and feel completely relaxed while getting your message across. Remember to smile as you offer your speech. The friendliness and openness you convey with your speech will help people remember you and later buy your book. Remember, you are just getting your foot in the door. When you start from a point of brevity and clarity, there is always the possibility to open the door further, and then you can then expound on your favorite topic.

One of the quickest and easiest ways for your book to be noticed is to be a guest on a radio show. People still listen to the radio at work, while driving their cars, or as background at home. Most radio interviews happen on the phone, so you can sell books while in your robe and slippers. In 1999, prior to today’s health craze, we secured 100 radio shows for author, Dr. Lindsey Berkson and her book, Healthy Digestion. With only these radio shows to promote her book, sales went to over 17,000 in a few months. Another client landed a regular TV gig because the producer heard him on a radio interview. Yet another author’s architectural practice multiplied because new clients heard her speak on the radio. One of our quantum physics authors received an invitation to speak at a prestigious conference because he used a CD of his radio interviews to promote himself and his book.

Each one of these authors did not waste air on the radio. They offered tips, were storytellers, and captured the audience’s interest. For most people it’s easy to talk or teach in an interview, however to capture someone’s attention long enough to have them buy your book takes skill and practice.

10 tips to being a successful radio show guest:

1. Make sure listeners know who you are. Give the host an introduction that is exactly how you want to be introduced. What is the most advantageous way of describing you and your book?

2. Never say “the answer is in my book”. Both hosts and the audience hate that. Instead you could respond with “we address that issue through what we call problem solving tools. Active listening is one of the techniques we use. Active listening involves…”

And then you can add “there are a number of other tools we offer in the book.”

3. Practice answering a list of questions in front of the mirror, with family, while driving in your car. Practice until you are easily answering the questions you include in your media kit. Then have your family ask questions not on the list and be spontaneous with your answers. (Or you can hire a radio show coach to guide you through the ropes.)

4. Clearly state how people can purchase your book, and inspire them to action. During the interview talk about your website. What else will people learn by going to your website? Make sure the host knows the name of your website so they can mention it also. Mention how your book might be a good gift for Aunt Susan who likes books on wildlife, or how Dad always wants to know more about cooking. Give them a reason to buy the book for someone else besides themselves.

5. Make a personable connection with the host, and the audience. Say the hosts name when you answer a question. Demonstrate how you want to help the audience. Be engaging. The goal of every interview is to be invited back.