Book promotion is similar to baking soda in one important way. Both will say fresh for only 30 days or so, and then it's time to start over again with a new media angle or a fresh box of baking soda.
Some authors mistakenly believe that, once they've launched a book publicity campaign that's working well, they can just coast on the momentum. If they've pitched TV and radio shows, and newspapers, magazines, blogs, and web sites, and they've received positive feedback, that's it. They can use the same pitch indefinitely any time they want to score additional interview opportunities.
But it doesn't work that way. The baking soda works best when it's fresh. After a month, it's time to throw away the box and replace it with another. And, after you've used a pitch for 30 days, it's time to freshen your book promotion efforts by moving onto a new angle. Here's why.
- Expand your potential audience. Every time you use a new pitch to promote your book (and to promote yourself as an expert), you can reach a new demographic. For example, if your first pitch to promote your career book targets people who are between jobs, your second pitch might have a sports angle or a travel tie-in -- and now, besides reaching people who are unemployed, you'd have an opportunity to reach football fans or those who are eager to see the world.
Each pitch you send to the media is important. At the same time, it's not your only shot at success. The more pitches you send, and the more consistently you send them at reasonable interviews (and 30 days is just about perfect), the better your chances of reaching the right media outlet at the right time. So don't be shy about refreshing your overtures to the media as often as you change the box of baking soda you keep in your refrigerator. Just as your nose appreciates freshness, your book promotion campaign benefits from monthly updates, too!