News Releases for the Self Publisher

Since we haven't set any firm agenda for this blog, I think we might be jumping all over the place within the realm of publishing, and I'll try not to vent all of my pet peeves, but since I am a former book publicist, let's talk book publicity for a moment shall we?

Self Publisher: "Joni, I just wrote a news release for my new book and I'd like you to take a look at it"

Me: "Ok, what's your headline?"

Self Publisher: "Author writes new book on how to plan a wedding"

Me: "Could you be any more boring?"

Self Publisher: "But, as soon as they see that, the media will be banging down my door wanting to interview me. I mean, who doesn't want to know how to plan a wedding?"

Me: "Aaaaaaaaaaaaaaaaaaaahh!"

Ok, what's the problem here? Anyone know? The world's worst news release headline is "author writes new book about...". Maybe if you're only targeting book review media you'll get a few bites, but otherwise... nobody cares! Remember people, you are approaching the media, the tellers of the news. Is what you've given them a story? Is it news? You have to look beyond the book. Find the story behind the story. Here are a few quick ideas:


- Save $10,000 on your wedding with this one tip

- Don't let your mother in law ruin your wedding - here's how

- Plan your entire wedding in 5 days or less


You get the idea. It's not about the book, it's about the story. Here's a tip: get out the newspaper and study the headlines. That's what you're going for. Make it NEWS.