Entrepreneur and owner of The PR Freelancer, Lori Ames joins the Published Author Podcast to discuss her work in the marketing and PR world as a book publicist.
Lori tells host Josh Steimle she started her career working as a PR consultant and with big names, including Tina Turner and Dr. Steven Covey. However, Lori realized early on that she enjoyed working with mid-level authors, as they often give her more of a challenge and in turn a more rewarding outcome.
Today, Lori’s perfect client is a consultant, a CEO, an entrepreneur, or anybody in a leadership position who has something actionable that people can do.
TOP TAKEAWAY: CREATE YOUR NETWORK AND CAMPAIGN PLAN BEFORE WRITING
Today, publishers want to publish books for an entrepreneur-author who has a strong network, one that’s already familiar with the author and their ideas. This way, a publisher knows a book will be met with enthusiasm by an author’s network.
To that end, an author needs to begin work on their platform well before the writing begins. Lori suggests building a platform (such as a website or podcast) and growing a network before a book is even published. By attracting a following ahead of time, an author-entrepreneur is in a strong position when their book arrives. And a publicist will be able to utilize this interested following.
Lori says that some of her most successful clients are those who think about what they want to accomplish—both with their book and the publicity campaign. And by success, she means authors who get the most value out of working with a publicist.
“The first thing we do is we have to find out what an author's goals are. It's always part of the introductory conversations,” she says. “You know, what is it that you want to get out of a publicity campaign? What are your goals?”
DEVELOP ADDITIONAL REVENUE STREAMS
In addition to generating revenue from book sales, today’s author has to create additional revenue streams. Explains Lori: “It's different (during the pandemic) because a lot of speaking engagements aren't happening. So that's one revenue stream that that sort of disappeared, at least for the foreseeable future,” she notes.
So authors have to come up with other ideas, such as training programs, consulting, or courses, because: “The book is just one piece of whatever your bigger plan is.”
Finally, Lori encourages authors to: “Have a connection with [their] publicist,” and not look solely at the cost associated with the process. She notes that: “The money may be part of it, but that connection is something that you won’t get with every firm or consultant.”
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