As independent publishers and author-publishers, it isn’t news to any of us that we need to do the necessary work when it comes to marketing our books. This can mean so many different things, such as:

• Building an advance reader team
• Planning a successful launch and preorder campaign
• Requesting blurbs from bestselling authors
• Getting editorial reviews from respected industry publications
• Scheduling engaging social media posts
• Reaching out to bloggers and podcasters

The list is endless. I’m a big believer that the most effective marketing efforts tend to be the most creative ones. So, don’t be afraid to try something a little outside the box!

One marketing task that needs to be added to this list is reaching out to your local media. Let everyone in your town know all about your incredible new book. Every metropolitan area has a fun, informal segment after the morning news that tells viewers the latest happenings around town, whether that’s a new restaurant opening, a story about a hometown hero, or the fact that a local author is publishing a new novel.

So how do you, and your book, get noticed by your local media outlets?

Find the Right Person

If you visit the website of your local TV news station, you might be tempted to send a message to the first email address you find. In many cases, this may be something like info@newsstation.com. You might think that your message will land in the inbox of an ace reporter, who will be chomping at the bit to tell your story! It probably won’t.

Do a little digging on the website. Look for the on-air personalities of the specific morning show you want to contact. The person may be a host, anchor, or even a producer. The producer is an excellent contact; that’s the person who manages the show's schedule and looks for interesting guests.

Once you find a host or producer, click on their bio to learn a little more about them. There’s always going to be a snippet about what they like to do when they’re not working. If it says anything about enjoying books and reading, you’ve found your person!

If you haven’t found a bookworm on the website, the producer is always an excellent contact.

Ditch the Email

The bio of the producer or host may include contact information, such as their email address or phone number. But wait! You do NOT want to send this person an email.

Everyone in the world today is bombarded with so many emails that they’ll never read. Even if you include a gripping subject line, you absolutely cannot count on your email being read.

So, once you’ve found your contact person at the morning news show, the next thing you need to do is find the mailing address of the station. There may be a contact menu item at the top or bottom of the website. A very easy way to find this information is by doing a web search for “mailing address” and the name of the station.

Yes, you’re going to send this person a package via “snail mail.”

What to Include in the Package

Now that you’ve found the ideal contact person and mailing address, it’s time to assemble your package!

I can’t say this enough: Send a printed copy of your book via snail mail, aka the US Postal Service, to the producer. Following up with an email after the package is delivered is completely appropriate, but they need to be able to hold your book in their hands.

There’s an NPR podcast in Texas called The Texas Standard, and I thought my author’s book would be an excellent topic for this podcast. The title is timely for this time of year, the author lives in Austin, and her 13-year-old son is a co-author. It’s perfect!

I created a gorgeous package, including the book, and sent it to the producer of the podcast who is also located in Austin. A week or so went by, and I didn’t hear anything. So, I went ahead and sent the producer a quick follow-up email, again stating how I thought my author would be an excellent guest.

A couple of days later, my author received an invitation from The Texas Standard!

In addition to a print copy of the book, I also include a one sheet, a cover letter, and maybe a sticker or bookmark. If you have a press release, you can certainly include that, as well.

A one sheet (also known as a sell sheet) is an important part of an author’s toolkit. One of my authors once told me that her book’s one sheet is the most important marketing tool that she has. It’s a combination of images and text, and contains the following information:

• Book cover image
• Book description
• ISBNs for all formats
• Author photo
• Author bio
• Blurb/review
• Book trim size and number of pages
• How the book can be purchased wholesale

You can even create multiple versions of your one sheet that target different audiences and include different blurbs/reviews for different situations.

When it comes to writing a cover letter, it’s vital to make sure it’s customized for the specific news station and contact person you’re sending it to.

At the least, make sure that you have the correct name, title, news station, and address noted on your letter. To personalize the letter even more, you can mention something special that you noted about the contact person, like, “I noticed in your bio that you love books about animals.” These personal touches will make you stand out among the competition.

What Makes You So Special?

Believe me, I know that writing a book is a labor of love. It’s been compared to having a baby, and that is spot on. And while we all understand how amazing it is to write a book from start to finish, your local media outlet may not agree with you. That’s why you need to tell them exactly why their viewers, readers, or listeners will be interested in learning about your book.

One of my authors wrote a novel about a woman “of a certain age” who sold everything and moved to Mexico. It sends the message that women are beautiful, interesting, and exciting no matter how old they are.

Another author wrote a nonpartisan political book that is very important and interesting during an election year.

Both of these are excellent examples of what makes a book interesting to viewers.

If you’re not sure how your book, whether it’s fiction or nonfiction, might fit into a specific category for viewers, don’t worry; there are all kinds of ways to make it work.

Did you write a romance novel? It could be a perfect fit for Valentine’s Day. How about a creepy horror novel for Halloween?

A helpful resource is NationalDayCalendar.com because, of course, every day is a holiday!

So, if you took up the hobby of sourdough bread baking during lockdown like so many people did, September is an excellent month to release your sourdough cookbook. According to the National Day Calendar, the entire month of September is dedicated to the art of sourdough baking. #SourdoughSeptember

Another excellent resource that relates directly to books is the ALA Programming Librarian website, ProgrammingLibrarian.org. The events calendar on this site lists all celebrations and observances that are recognized by the American Library Association.

When writing your letter, focus on current events and how your book fits into them.

You Got the Interview!

Congratulations! The producer called you, and you’re scheduled to be on your local news show. There are a few more tips to remember to make sure your interview is perfect. Remember when your mom used to say, “If you’re on time, you’re actually late?” She was right. Show up a few minutes early to show that you respect their schedule.

Usually during an interview, you’re simply having a conversation with the anchor. Relax. You know the answers to all the questions. You’re just having a chat with a friend about your favorite subject: your book.

Sit up straight and keep your hair out of your face. I know; it’s your mom again. She was right again. I’ve found that you should force yourself to sit up so straight that it feels a bit exaggerated, but it will look so much better on air if you do.

Finally, have fun! Having local media coverage for your book is a wonderful accomplishment. Who knows? Maybe one of the big news outlets will pick up your story.

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