Developing Your Talking Points

So, your book has hit the shelves and your marketing strategy is paying off in terms of interviews and appearances. You want to keep that media attention coming, but reporters and hosts have limited print space and airtime along with a vast array of topics to touch on. Remember that media professionals think and speak in terms of sound bites. To keep on their good side while still conveying the important aspects of you and your books, you need to develop your own sound bites and talking points, and have them ready long before the book hits the shelves so you can use them in your interviews.

Luckily, the questions asked by interviewers don’t vary much from media outlet to media outlet. This means you can walk into any interview prepared, but you will also have to be ready to shoot from the hip if necessary. Keep your answers short, to the point, and free of technical jargon so a broad audience can understand them.

For the most part, basic media questions include:

• What is the title of your book?
• What is your book about?
• Why did you decide to write this book?
• Who should read this book?
• Why should they read this book?
• What authority do you have to write on this topic?
• Where can people find out more about you / your book?

Even if these questions are not asked, they are points you want to work into the conversation. Most important is the title and where to buy the book. In fact, you will want to mention the title and its accompanying website several times throughout the interview or appearance. Repetition is key! An appearance in which none of this information is shared is a wasted opportunity. Don’t waste any chance to mention the book, because you might not get it again.

Once your book is ready for market, sit down with your publicist and/or your marketing team and hash out your talking points and sound bites. Learn them so well that you can easily integrate them into any conversation. Revisit them frequently to make sure they are still relevant and timely and remember: always, always, always mention the book and where to find it.