BAD PUBLICITY

Publicity is an essential part of your book marketing campaign. You just cannot manage without it. If no one knows about your book, no one will buy it. The best way to attract buyers is viral - the word needs to spread. Using the media to encourage the spread is very effective because a third party endorsement lends great credibility to your book. A good book review is perceived to be a third party endorsement.

But, what do you do about a negative review? Don't panic. As the old saying goes, There is no such thing as bad publicity. So, use a "bad" review to your advantage. The first step is to write a letter to the reviewer, thanking him or her for drawing attention to your book. The second step is to give a positive spin to the review, in a very polite manner, correcting the misconceptions that the reviewer has about your book. You might even agree with some of the points but in your own sweet way you tell the reviewer what you actually said in your book. Thank the reviewer for drawing those misconceptions to the attention of the public, thus allowing you the opportunity to clarify your message.

Lastly, use that bad review and your corrections in your media kit and in your interviews and public appearances. Using the bad review gives you control of the matter and allows you to refute any negative perceptions that future readers, viewers and listeners might have misinterpreted.

No matter what or who you are, not everyone will embrace your work. Your job is to take control of anything that the media throws your way, whether negative or positive. Always thank the media person who reviewed your book even if it makes you want to gag. Think of the attention that was brought your way and say, "Thank you."

At Ink Tree, we can help you create a great news release and a stellar media kit. Just go to our website at www.inktreemarketing.com. Don't forget - we offer FREE email coaching and a free news release critique.

Denise