Approaching corporations

Last week I had coffee with a lovely client. It's not often that we actually meet our clients, since they reside in all areas of the planet, so last week was a fun exception. During our chat, the client asked me how to approach corporations. Should she send a news release and a media kit? Should she just send a copy of her book? The answer to all of the above is no.

A news release and a media kit are for approaching and informing the media. You are hoping to catch the attention of the editor or the producer and then follow up with all of the information that she/he needs to write a story or prepare an interview.Corporations are not interested in your story. They want to know what your book will do for them - in other words, how will the book increase the bottom line a.k.a. known as sales a.k.a. money? Your job is to research the company, understand its clientele, and demonstrate how your book can create word-of-mouth advertising (the best kind), increase customer loyalty or show the world what a great and caring organization the company is. All, of course, with an outline of how those things will increase sales.Include a discount schedule which encourages a large volume purchase and offers a variety of options.

Interestingly, people are afraid to approach companies. It's actually quite simple - pick up the phone, call, and ask to speak to the Director of Marketing. Most likely you will reach an assistant, which is just fine. Explain why you are calling, tell the assistant about the benefits of your book and ask if you can send a proposal and a copy of the book. Most importantly, ask for the name of the person to whom you should send your package. Without a name, the book is going into the circular file (waste basket).Then, follow up, follow up. Be very, very patient. Large corporations have many levels of management who all need to know about marketing plans and how they fit into the budget.

Try it.

Denise