April 23, 2025 • 44 mins
In this episode of the All Things Book Marketing podcast, Sandy Smith from Smith Publicity converses with collegues and industry powerhouses Janet Shapiro, Vice President of Publicity, and Senior Publicist, Sophia Moriarty.
They delve into innovative strategies for gaining attention in the book promotion world, emphasizing the crucial role of authors in collaboration with their publicists.
Key topics include the shift towards direct media connections with experts, the importance of maintaining active engagement on platforms like LinkedIn, the evolving landscape of publicity, and the power of niche media for book sales and personal branding.
The discussion highlights the value of patience and consistent effort in building long-term media relationships and leveraging social media for effective book marketing.
00:00 Introduction and Guest Introduction
01:13 New Strategies in Publicity
02:04 Collaborative Approach with Authors
03:08 Direct Media Connections
06:07 Effective Use of LinkedIn
09:36 Building Long-Term Media Relationships
17:16 Social Media Strategies for Authors
23:51 Establishing Client Relationships
24:07 Success Stories and Client Wins
25:00 The Importance of Persistence
26:23 Leveraging Niche Publications
30:02 Networking and Podcasting
31:26 Exploring Newsletters and Substack
34:24 The Value of Social Media Engagement
35:46 Final Thoughts and Key Takeaways
They delve into innovative strategies for gaining attention in the book promotion world, emphasizing the crucial role of authors in collaboration with their publicists.
Key topics include the shift towards direct media connections with experts, the importance of maintaining active engagement on platforms like LinkedIn, the evolving landscape of publicity, and the power of niche media for book sales and personal branding.
The discussion highlights the value of patience and consistent effort in building long-term media relationships and leveraging social media for effective book marketing.
00:00 Introduction and Guest Introduction
01:13 New Strategies in Publicity
02:04 Collaborative Approach with Authors
03:08 Direct Media Connections
06:07 Effective Use of LinkedIn
09:36 Building Long-Term Media Relationships
17:16 Social Media Strategies for Authors
23:51 Establishing Client Relationships
24:07 Success Stories and Client Wins
25:00 The Importance of Persistence
26:23 Leveraging Niche Publications
30:02 Networking and Podcasting
31:26 Exploring Newsletters and Substack
34:24 The Value of Social Media Engagement
35:46 Final Thoughts and Key Takeaways
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome to the Smith Publicity All Things Book Marketing podcast,
offering tips, insights and advice from the best in the
publishing industry. Hi.
Speaker 2 (00:11):
Everyone, I'm Sandy Smith from Smith Publicity here on this
episode of All Things Book Marketing, our podcast that's been
going on for several years now where we try to
illuminate and entertain the author of publisher community with all
kinds of interesting tidbits about the world of promoting books
(00:33):
and publishing. And today we have two very special guests.
One is Janet Shapiro, who is our vice president of
Publicity and she's been, oh gosh at this game for
fifteen twenty years or so and really is our client
respira and has led some just amazing projects with Smith.
(00:56):
And we also have senior publicists Sophia Murriar, and she's
been with us I don't know, Sofia since twenty eleven for.
Speaker 3 (01:03):
A long time, yeah, long time.
Speaker 2 (01:05):
And Sophia is the powerhouse, often working side by side
with Janet on just making great things happen for our authors.
And the feason for this special duo here is because
we're we're always at Smith looking at new ways to
get attention for our clients that build a visibility for
(01:27):
their brands, and Sophia and Janet and I have been
talking about some new strategies that are have been done
over the years and refined over the years and just
exploding with some exciting new directions, and most of it
comes with a collaboration with our authors. So turning it
(01:52):
over to both, I would love to hear some of
the new trends that you're seeing and the challenges that
probably and authors are having to get that coveted attention
and to what would you love to say to authors today.
Speaker 4 (02:10):
Wonderful.
Speaker 3 (02:11):
Yeah, well, thank you and for sure.
Speaker 1 (02:14):
So I think what's interesting is we're kind of seeing
over the past couple of years a little bit of
a shift with especially with top tier media, that they're
wanting to connect directly with experts, and so as publicists,
you know, our job is to sort of help foster
those connections and make it easy for media to connect
(02:37):
with the experts directly, which, as you were saying, requires
a collaborative approach. And it's something Janet, that we've always
really encouraged authors to do right and we've always said
to authors, the more you collaborate with us, the better
this is going to go right that This isn't sort
of it's not a situation where you're hiring us so
(02:58):
that you can completely wash your hands of representing yourself
and your brand out in the world. But actually that
the best, most successful publicity campaigns do require that sort
of collaborative approach, and we're seeing that, I think even
more so now and in different ways.
Speaker 2 (03:17):
Right.
Speaker 1 (03:17):
And so what's interesting is there are situations now where
we are pitching to the media and making the introduction
to the client and then seeing how a follow up
approach where the client connects directly with those contacts on
LinkedIn and even to the point of sending them a
message and letting them know, you know, we I'm available
(03:39):
for expert commentary for any stories that you might be
working on. I've had clients say here's my cell phone number,
you can text me, right, that sort of really personal
approach where they feel like, Okay, this is someone who
I can go to in a pinch, Right, Like if
I'm working on a story and I'm in desperate need
(03:59):
of a so with this person's background and credentials, now they're
the person I'm going to go to because I have
their phone number, I can text them. I don't have
to send out a query through quoted or you know
these very sort of sites where we're looking for experts
and things like that. I don't even have to open
my computer or write an email, just.
Speaker 3 (04:18):
Pick up my phone and text.
Speaker 1 (04:20):
So the easier we can make it for media contacts,
the more likely it's going to lead to coverage and
and kind of like fostering those relationships that lead to
top tier, especially the top tier coverage where contacts are
working on that the deadlines and they're really kind of
at the mercy of the news cycle, so they got
(04:41):
to get things done quickly.
Speaker 3 (04:44):
So that's that's interesting for me.
Speaker 4 (04:47):
So if you could not sorry your color, so if
I couldn't, I couldn't agree with you more. I think
a couple of points to to kind of wind back
slightly is that, you know, when we start with our campaigns,
we typically have a book where we have a thought leader, right,
We have a thought leader with the book, and the
book is their branding piece, right, So that's a backdrop,
(05:07):
and our job is to initially say, here is a
new book, and all the facets of this book that
those reporters and those journalists and the columnist would want
to cover and producers as well, And as our campaign evolves,
it becomes and if I dare say, you're one of
the finest of pulling angles from the book. And I'm
(05:28):
not saying that cratuitously, team, I'm saying that in the
truth that Sophia has a way, and this is I
think where you find the finest publicists that they can
figure out what is the news cycle stating, and then
you bring in the factor of the news cycle to
the book and you have a marriage. And then we
pitch the media. We do outbound pitching, but oftentimes, as
(05:49):
Sophia is saying, as we're well into a campaign month two,
month three, sometimes we see that now, okay, we're getting
inbound from some of the the you know, the quota
is and harrowes, but also just inbound from pitches that
are kept. So I think it's an important piece in
our role. How the landscape has changed as well, is
that timing can be like sof said I need something tomorrow,
(06:12):
or timing can be hey, I might not be getting
to this for three months or four months, depending on
true you know, so your point of what's what we'll do,
and we're you know, we're a firm that believes strongly
in sharing with our client, so that we will share
who is opening up our pitches, who has been engaging
with you, who's been engaging. We have a process in
(06:33):
the company that knows you know, if someone clicked on
your book link or clicked on your website five times,
go go to them, go link with them on LinkedIn,
send a short message, as Sofa said, send a real
short message. And in doing that short message, you may
not get our response, you'll get a connection. I would
pretty much certain that we do get connections, but then
it comes back. I can point to three and four
(06:56):
cases of this fall where that connection happened and for
one of my clients and communications, they came back that
was a Wall Street Journal and CNN to to interview them.
We just, Sophia, you just had financial times from someone
doing that. But I'm also pointing to the fact that
don't expect immediate. It's like everything, don't expect it immediate,
(07:17):
but trust in the process that it has due diligence
and it can come back and give you good results
that you want.
Speaker 1 (07:25):
Absolutely, and I think too with LinkedIn, you know, it's
like with anything, the more you give, the more you
get with that, right. So you know, it's not you
don't want to be one of these people who's messaging
a million people on LinkedIn and saying, hey, I got
a new book and you want to you know, blah
blah blah blah like that, the hard style is not
gonna work well on that platform. But to connect with
these media contacts and if they're sharing something, you know,
(07:47):
share it too. I mean these journals, these are people
who are also trying to build up their own personal
brand and their own portfolio. And so to give them
the love, right a little bit, and if they're posting
and you feel like you have something insightful that you'd
like to add, comment on it and say, you know,
I loved this article.
Speaker 3 (08:06):
I think it's really great.
Speaker 1 (08:07):
Another point you know that's worth considering is this, right,
And so then they start to see, Wow, this is
someone who's you know, adding value to the conversation. And
it's also out here not just for themselves, right, that
there's somebody who is out here trying to help other people,
you know, get their stories out there and and all
of that. So it is really about the relationships, right,
(08:32):
and I always try to say when you're when you're
approaching LinkedIn or or any connection you want to as
you want to replicate as closely as possible in person interaction, right, So,
like you wouldn't go up to a stranger and start
being like, hey, I'm Sophia. I wrote this book, and
I was wondering if maybe you wanted to, you know,
have a copy of it and share it with all
(08:54):
of your followers, Like you wouldn't do that with people
on you know, in person, So you have to try to.
Speaker 4 (09:00):
Although so if there have been some authors that have
done that, not not to and that's the gate that
you know.
Speaker 1 (09:06):
Yeah, and I think you know, it's just about knowing
when to do the hard sell and when to really
look more at like how can I foster this relationship
with this person and show them that I'm here to
help them, right, because it's it is, you know, the
media has a really hard job, and they have a
really hard job especially right now, uh newsrooms facing you know,
(09:28):
cuts all the time, and they are always struggling to
get the kind of traffic that they want and things
like that, and so you know it's important to also
be empathetic and see that. You know that it's not
so easy to be a journalist these days, and whatever
we can do as publicists and whatever our clients can
(09:49):
do as experts to try to make their jobs a
little easier, they're always very grateful for that, right, And
it goes a long way in terms of establishing the
trust and fostering the relationships.
Speaker 2 (10:02):
Yeah, that's that's that's fantastic. I like that that action
oriented I initiatives that these these authors can do so
they don't feel so powerless in the process of book
promotion and collaborating with us. Could you share some tips
(10:23):
on what that email or that connection request should be
because we talked about this last week about some research
they should do again, as Jen said, not too long,
but to show that personal conversation, like you said, maybe
it's at a networking event, a cocktail party, you know
where it's like you wouldn't say, like, hi, buy my book,
you might say, oh, I read yours on So what
(10:48):
what would you have them do to help build that
more personal, authentic starting conversation.
Speaker 1 (10:55):
Yeah, that's great and I think you know we so
one of the things that's great about working with a
publicist through this process, right, is that we have kind
of started the conversation. Usually by the time we're handing
these contacts over, right, like, we've been in touch, we
have pitched them, we have a sense of what they're covering,
what they're interested in, if they're the right contact for you, right,
(11:18):
And so what I've been doing is, you know, oftentimes
it'll be contacts where like Janet said, I can see,
you know, this is someone who were a couple months
into the campaign. It's someone who I can see that
they're reading my pitches. Maybe they've even responded, you know,
and said thanks so much. And keeping them on file.
That's we love that, right, And sometimes clients will see
(11:38):
that and go, well what does that mean? Like, I
don't know that that's discouraging, right, But the great question,
I love that.
Speaker 3 (11:44):
I love that I'm.
Speaker 1 (11:45):
Keeping you on file because we've seen how over time,
like to your point, Janet, sometimes it is months or
years later. Yes, we hear from them.
Speaker 4 (11:55):
Are I think are our longest was six or seven years?
Speaker 3 (12:00):
Yeah, excellent, Oh for sure.
Speaker 4 (12:01):
If you get a couple of those, actually, yeah.
Speaker 1 (12:04):
Exactly, And so we see how you know, it really
does pay off. The keeping you on file thing is
not a nothing burger, right, it really does mean something.
And so you know, then when we have a conversation
with our clients, will say, like, these are some really
great context for you specifically, like these people are covering
topics that you can comment on. They're really interested in
(12:27):
the same kind of conversations that you're having. We recommend
then that you, as a client, go and look at
what are the stories they're writing, what are the things
that you could add to what they're writing, and then yes,
write them a short note on LinkedIn saying you know,
I'm so excited to connect with you. I've been reading
through what you're writing. It's really interesting. I'm always available
(12:52):
for quick turnaround commentary, and like, here's a quick list
of some of the things I'm available to comment on, right,
like the future of work, you know how jobs are changing,
what whatever, where, tariffs taxes, tariffs and tariffs taxes.
Speaker 4 (13:10):
I would back up on the backup queen today. I
would just also state and I love exactly where you're going.
And often I have clients who are CEOs and you know,
running their own businesses, so time is of a constraint,
and so a couple of points I want to make
make here and then go into what it would even
(13:32):
a shorter comment could be on LinkedIn. I do want
to say I was just asked this Janet, how many
hours do you think I need to devote to be
able to devote of my of my time during a
week to publicity and to marketing and branding. And I said, okay,
what you what's your week? What is your hours of
your week? And what is your day? And I said,
(13:52):
you know, at least per week six hours, and that
was probably conservative, so I'd love for you to actually so,
but I thought six and that included social media, making
sure that you're utilizing of course, stuff that we bring
in and you repost and connecting with these individuals and
writing articles and things that you could also post on
(14:13):
on LinkedIn. So my second point is that if you
don't have the other member of your team, for example,
you know as as an author, or if it is
yourself a very short one line, my publicity team has
reached out to you, and I know you've engaged on
some of my of the pitches and if are interested,
would love to carry the conversation further and simply that
(14:35):
please link with me. That did get an author at
the Wall Street Journal. I love that, you know, so
for simple and then I adore going deeper like you stated,
but I'm always conscious of effort of time.
Speaker 3 (14:48):
Yeah, oh, one hundred percent.
Speaker 1 (14:50):
And I totally agree yed that those one line, Hey,
I'm here for you if you need us wurce, that's it, right,
I yes, I've had a client connect with uh reporter
at Business Insider using that approach.
Speaker 4 (15:04):
Yeah, yeah, so and so do you like do you like?
Speaker 3 (15:08):
Pardon?
Speaker 4 (15:08):
Do you like? Also my PR team had reached out
because actually that's what I been using. Do not like? Yeah?
Speaker 3 (15:14):
No, I think that's fine.
Speaker 1 (15:15):
I think my PR team or my publicist, you know,
either one of those.
Speaker 3 (15:19):
Is totally fine.
Speaker 1 (15:21):
And I do what what what's nice about that too?
I mean, this is a conversation we were having with
a client recently. Is you know there is a level
of kind of professionalism that comes from having a PR team, right,
and so it does make reporter feel like, Okay, this
is someone who they're obviously really busy because they've hired
(15:42):
a PR team.
Speaker 4 (15:43):
Correct.
Speaker 1 (15:44):
That is true with a lot of our clients, they
are very busy. And for that person then to take
the time to message me even though they are very busy,
even though they do have a PR team, it just
shows that little extra step of like on care about on.
Speaker 4 (15:59):
Yes, yep, yeah, And you brought up such a great point, Coach.
That's where my head goes, so is I do say
to them, the personal representation of a firm shows your
your your level at times of where you are in
your work, and your commitment to your work. Right, so
it goes It goes that way as well. The point
I wanted to just make on this one point from
(16:19):
Sandy that I think I've turned into five, but the
other point is to just state we love LinkedIn for professionals.
You know it is. It is a platform that sof
you know, you and I do work a ton with
our business, our business light and also with some of
our health and wellness and that platform leans lends itself
(16:40):
really nicely for just as you have been stating. And
also potentially if I can say, I don't know whoever's listening,
you make you're gonna love it. But it doesn't happen
all the time. But speaking, we can get speaking and
I have gotten a webinar from this approach, and by
the way, team that's by using on LinkedIn the connections
(17:01):
and showing a piece that ran that was put in
this In this case, it was actually built in, and
they put it out their own LinkedIn and also shared
it with the context that we had given to them,
and that just opened up, Oh, you're gonna be perfect
talking about toxic communication in January. You're gonna be perfect.
Can you do three webinars? And that was for United Healthcare?
Speaker 3 (17:23):
So amazing.
Speaker 4 (17:24):
Yeah, yeah, so so for I guess my saying. My
other point though, would be that's the specific genres that
we're really saying are really strong. That's not to negate
you know, a cookbook or an arts and entertainment or
some of the other pieces. I don't want to negate that,
but it's a very stronghold for the other genres that
I'm stating. If it is the arts and entertainment or
(17:46):
if it is something that is more in line with
with with a fiction or an arts and entertainment sophia,
I would say that Instagram or if you do have
a Facebook private following, that is so about your work.
I think that's another platform that again is very strong
you can utilize because some media house not in your Facebook,
(18:09):
but they are a house on ig as well. Yes,
particularly in that lifestyle arena.
Speaker 1 (18:14):
Yes, yes, thoughts on that that, I think that's completely correct,
and yeah for the lifestyle and I know for many
of our fiction clients that there is a lot of
opportunity on Instagram, Facebook. I think it's important to know
sort of where your audience is and where people are
(18:35):
the reporters or journalists or reviewers who are going to
be interested in sort of what you have to say
and what your book is about, and kind of going
where they're going.
Speaker 3 (18:46):
And yeah, I mean I do think it's.
Speaker 1 (18:49):
Intimidating sometimes for people they feel like I have to
be active on every single social channel. And what I
always say is you really, you know, it's better to
be active on one. It's better to be active on
one if it's Instagram and that's where your people are, like,
lean into that, give it, give it, You're all right,
and you don't need to be doing this approach on LinkedIn.
(19:09):
This could very easily translate to DMS on Instagram. And
I think again, your publicist is really helpful in kind
of sorting that out right, because the publicist has a
sense of where your people are and they can kind
of direct you and say, yeah, you know, it's most
of the journalists and the reporters and the reviewers who
we're pitching are really active on Instagram or they're really
active on Twitter, or they're really active or X whatever
(19:32):
it is now nowadays, or blue Sky, which I'm an urging.
Speaker 3 (19:37):
Channel, right.
Speaker 1 (19:37):
So that and I've seen many many reporters now who
are on X redirecting people to blue Sky and saying
I'm not using X anymore, go to blue.
Speaker 3 (19:46):
Sky, right.
Speaker 1 (19:47):
So, yeah, the as a publicist, it's part of our
job to help you figure out where you should be
putting your effort into terms of social media. So you
don't have to give one hundred percent to every social
media channel because that would be an entire like age, right, And.
Speaker 2 (20:05):
That goes back to Jan's point of six hours a
week where writing should be connecting. But Jenna, I'd love
to ask you to follow on what Sophia is saying
about being authentic, whether it's on Instagram or on LinkedIn,
blue sky X for you, I'd love to hear your
what you'd like authors to know about the layering approach
(20:30):
of our relationships with media and our goal for their
individual even without us relationship with media and in terms
of you know, they might an aultor might work with
us for four months, six months a year, so many years,
but ultimately our goal is for them to not not
(20:52):
need us. I know, Sophia, we talked about this yesterday.
But we can make that initial connection right with the media,
but it's what the author brings to that interaction that
actually is going to seal the deal, not just for
one opportunity, but those long term. I'd love to because
I know some authors think that, oh I don't want
(21:13):
to step on a publicist toes it's their relationship, which
of course that's why we're here to foster that. But
what would you like to say or your thoughts on
helping someone become that go to person in their industry,
because that's what we hear all the time. I want
to be the go to person on yea and how
how should they do that working with their people?
Speaker 4 (21:34):
You know, you brought up a couple of points that
we have been discussing, which you know, which align with
you know, how do I how do I leverage? How
am I always leveraging whatever we've got? So this is
in Sophie and you we just talked about this just
a few minutes ago before we got on this this call,
and that is you know, you have to build. It's
(21:55):
building blocks, you know. And I hate these. It's it's
a you know, it's not it's not America. It's a racist.
It's not a racist a Maratha, all these these stated.
Speaker 3 (22:04):
Sprint it's not a sprint.
Speaker 4 (22:06):
Oh my god. So and I don't like them at
all because I've heard them for twenty some years. But
I have to reassure on something that it does take
building blocks for those connections to happen. And our greatest
glory is when we have worked hard to establish you
in certain fields and certain arenas with with with producers.
(22:26):
And we just had my client, doctor Davis, who has
been with us for a while. It's okay that I'm
using names, Sady, Okay, I'm using names.
Speaker 3 (22:34):
Got out to doctor Davis.
Speaker 4 (22:35):
Shout out, doctor Davis. You and your daughter tour You're
amazed and bloom TV. We've been working at working at
working it. Okay. Doctors has been with us for an
offer three years. Go for it, you go, toy, connect
with the pruduce. Now we've gone, we've laid it. She
goes in the studio and we're talking. We've been laying
(22:55):
this for five months. She and she goes, Jane, guess
what they responded back to me, because now the right
time to talk about the sandwich generation and how we
can handle things. I'm like, great, they're hitting it hard
in Florida. She goes, in fantastic, She says, Now the
producer is calling me. We want to do it once
a month. I'm like, yep, that's how it goes, and
and that is my greatest glory done. Now did the
(23:16):
producer call us to actually get her into that that
first studio? No, I don't care.
Speaker 2 (23:21):
I don't care.
Speaker 4 (23:22):
The groundwork was laid. We had been laying it and
laying with angles and angles and angles. We asked doctor
Davis to follow up.
Speaker 1 (23:28):
She does and boom and it boo boom goes the
dynamite and there was a.
Speaker 4 (23:33):
Dynamite and Sophie and I will hear often that clients
don't want to step on her toes, and there there's
ways to address that. In my opinion, what I love
to say is we're a team. There's no toe stepping.
I will say that the inroads we've made for you
are proprietary so that I always say, please, I want
(23:54):
to give you our contacts. I want to give you
this follow up because it's going to help you in
the long run to old. But I asked that that
is our working relationship and that you don't share that outside.
That's the one parameter that that we we stick around it.
And then outside of that, let's work together to how
to to further bring home bring home that lose long
(24:15):
lasting results. We have a client that was out in KTLA,
was a psychologist, and I'm blanking on that doctor's name,
but I'll come in some with it in a minute.
He was on KTLA virtually. We had him. We had him,
you know, we had maybe three times, various times throughout
the years, and he just wrote last year to us saying,
(24:36):
you won't believe it, but I have a regular give
with k T l A, which is of course the
Los Angeles market. So that is number three I think
in our country.
Speaker 3 (24:47):
Amazing.
Speaker 4 (24:47):
So so Seanny, I think I might have given you
too many examples.
Speaker 5 (24:52):
But of the relationship between how we open the doors
and lay that nation which then just builds the layers,
the blocks, the.
Speaker 2 (25:04):
Foundation as end, it doesn't happen.
Speaker 3 (25:08):
It doesn't exactly.
Speaker 1 (25:09):
And I always say to clients, I know, Janet, you
do the same. My feeling is like for me, I
want the win, okay, I am tested, I am addicts
kicking okay. So however we get it, it feels good
on I don't care if it's me, I don't care
if it's you, Like, does it matter? I say that
(25:30):
to my clients all the time. I'm like, I if
it takes you following up with a with a contact
who I have pitched multiple times, who I am is
interesting interested, it would be responding, but they're not responding.
And all it takes is for you to send them
a message for them to respond Like that is I
I got it, I've got the hit.
Speaker 3 (25:51):
I'm like, I'm good, fantastic to.
Speaker 1 (25:53):
Me, I know I don't need credit for that, right,
Like it's just about getting the win, yes, client.
Speaker 4 (26:01):
Yes, absolutely, And and and we we love our wind boards,
well I say we love them. We started them, and
then then anyway we get caught up on our days.
But I love a windboard and I love so that truly,
we want to celebrate coverage. Yes, However, coverage happens, and
that's another key thing in you know San since the
years I've been here and pr the coverage and how
(26:25):
to secure it, and it goes back to our primary
point here is just circuitous. It's not direct. It's not direct,
and it's also securitout as to how then that would potentially,
I know, authors sell your book. All of these methods
are ways of connection and brand building and marketing you
you know, it.
Speaker 3 (26:44):
Is the heart.
Speaker 4 (26:45):
These are easy questions because I'm like, yes, there's ways
we list so I like, this is the creativity. We
can get you in there, we can get you know,
it's here. Whether or not those listening are going to
purchase than a book is something that if we had
that silver bullet boy, we would we'd be we'd be Yeah,
it is.
Speaker 3 (27:02):
It really is a little bit.
Speaker 1 (27:04):
It's a it's a bit of a mystery for sure,
how that how that all unfolds with the purchases. And
that's why, you know, there is always the interest in
top tier coverage, which we totally get and understand. But
we've said this before, right and I you know, this
is like when we tell clients, you know, they're keeping
you on file and they're like, what does that mean?
(27:25):
This is one of those things where we tell clients
and are like, really, I don't know about that, but
it truly is. It moves the needle sometimes more when
you get those sort of niche aller coverage. But it's
like such a good fit, right, and it's it's you know,
it's a book written for IT professionals and it's got
We've got a book review in a magazine for IT
(27:46):
professionals that's written read by only fifteen thousand people.
Speaker 4 (27:50):
But they're gonna buy your book there, any.
Speaker 3 (27:52):
Book, right exactly.
Speaker 1 (27:54):
Yeah, you cannot. You cannot and should not discount those
cells publications.
Speaker 4 (28:01):
Can AT's be saying it's another podcast. I feel that
it's like the five myths of publicity. You know what
what you know? What really? What really does sell a book?
What really does matter?
Speaker 3 (28:13):
You know?
Speaker 4 (28:13):
And and and and again the sand and so it
depends on the goal of a client, right, So the
client is marketing and branding. Hey this podcast, this come on,
This is exactly it and it does shift and it's
not to minimize each are so valuable, but if it
is around sales, then perhaps this strategy.
Speaker 1 (28:33):
Exactly, yes, And we do have clients, I mean I
have clients who they're not so interested in selling the
book that actually the book is kind of just the
ladder up to what they really want. Bigger, better clients,
more speaking and goa and so in those situations, yes,
we need to create uh uh, you know, you need
to be the go to expert. And so how do
we do that? Right, We get you in as many
(28:54):
places as we can. We help foster those connections with
top tier media so that you become on the roster
right of people. If they're writing a story, you're one
of five people maybe that they're really relying on for commentary.
So so yeah, it does. It depends completely on what
the goals.
Speaker 2 (29:12):
As an older example, but we had an expert who
was a sales expert. You know. His book was all
about helping sales teams close deals. And we got him
media the household name Business Media, Well Street, Journald, Forbes,
Fast Company, Inc. We had everything, great, great author. We
got him on the smallest, most targeted sales magazine. It
(29:37):
would have been like selling Today or selling an advantage. He
called us like two weeks later and said that article
got him five hundred thousand dollars in in consulting project.
It wasn't the big names, right, and we're all a
great for you know, building that brand name recognition. He's vetted,
he's got that you know, social proof that he is
(29:58):
who you know his what he's saying is valuable and authentic.
But it was that small niche publication that really opened
the door financially, Yeah, branded business. And what I'm also
hearing is the power of not just the podcast itself,
in the longevity of podcast episodes when our authors do them,
(30:21):
but authors who network with the podcast hosts themselves are
coming back and saying they're getting business, they're getting they're
growing their network in the right way. And so we
coach our clients at the end of a podcast to say,
is there anyone in my network that I can introduce
(30:42):
you to? Can I support you in any way? This
is off camera, off the podcast, and then you ask back,
is there anyone in your network who could value who
could find value in what I do? And then these
authors come back to us here, I've booked on three
more podcasts, and as Sophie said, that's the win. Like, Okay,
we didn't book them on those additional three podcasts, but
(31:05):
we'll take that win because we connected you with that
first one, and then you author client took it to
that next level and really maximize your time with these
people and built those connections. I hear that all the
time that the people and podcasts, and it's just this layer.
This person talked to this author, who got this deal,
(31:26):
who got this speaking engagement, and all kind of goes
back to some initial conversation.
Speaker 4 (31:32):
And you know, Ceinney, while you're saying that, it's just
springing up. And so this is actually something that I'd
love for us to even explore further in our company,
and we are doing it in I think is in
great leaps, which is newsletters and substack. And I know
our team is putting together some newsletters for clients, which
(31:53):
seems so valuable. But I'm working particularly with one client
now and then we're just building this book with us
and and and so if it's interesting because we build
his newsletter, but then he is maximizing that on substack,
and he is maximizing connecting with other newsletters and making
sure that they then connect with him and for further
(32:14):
maximize that reach. And by by connecting in substack and
really utilizing that platform just like a LinkedIn, you know,
liking articles, engaging with people in their content, who then
may have newsletters attaching to their newsletters that will then
attached to his. He has grown from zero to I
(32:36):
think his newsletter at this point is at seven thousand.
Speaker 3 (32:40):
Amazing, how long has that been.
Speaker 4 (32:42):
And he started his newsletter got sin. I believe his
first one was November.
Speaker 2 (32:49):
So that's a nice growth.
Speaker 4 (32:51):
That's a nice you know start. So and I'm intrigued,
I'm very very intriguing by the power of substack as
as perhaps another social media piece. But so if I
also feel it's not just even a social media piece,
it's a pr piece.
Speaker 1 (33:07):
Yeah, yes, oh for sure, I totally agree with that.
And yeah, I mean subsack is is really interesting because
you know, it establishes you as a voice and authority,
as someone who is adding to the conversation. You know,
it does require kind of you to have something to say, right,
(33:29):
and so it's like it just really goes a long way,
I think, towards helping with that. And then you know,
once you grow your audience enough, you can't you know,
do self promotional stuff all the time. But if you
have a sub stec and you're providing valuable content, correct.
When you publish a book, now you have seven thousand, you.
Speaker 4 (33:49):
Know, you nail it, So you nailed it, So you
nail it.
Speaker 1 (33:54):
Sack is a very interesting platform, and I agree. I
think it's definitely something for authors to explore when they
are thinking about where they want to spend those six
hours a week all right, on what social media platform.
Speaker 4 (34:09):
And I do love a newsletter and and for all
of the reasons audience, for all the reasons of building
platforms before you sell a book.
Speaker 2 (34:18):
So email addresses are your number one asset. And because
we see all the time, Look what happened to X, right,
just disappear for a lot of people, and they had,
you know, tens of thousands, hundred thousand followers on there
and then now they're gone. And you know, and I know, Sophia,
we talked about this yesterday with one of our clients.
Is that these platforms, whether it's LinkedIn, Instagram wherever, they're
(34:40):
not giving you access to all your data, right, And
how many people do you follow on LinkedIn that you
really genuinely want to see what they're doing and they
never come up in your feed because LinkedIn decides messages.
So when you have your own you know, use these
as a spoke, you know, the social media to come
into your web site as the hub, and you want
(35:01):
to own that so that you can directly communicate with
your own fans, followers community.
Speaker 1 (35:06):
Yeah, that's a it's a great point. I mean, it's
an excellent point. Standy, like we at any time, we
could decide, you know, the youth government could decide, okay,
LinkedIn is a you know for international propaganda. We're shutting
it down and there goes your network. Right, so you
have the network and the ability to kind of start
directing people to yourself as the central location for for yourself, right,
(35:29):
Like that's that's the dream, that's the ultimate goal.
Speaker 3 (35:33):
It's a wonderful point.
Speaker 2 (35:34):
Yeah, it's it's it's something that we talk about, especially
most of our authors. Most authors they don't just have
one book they have they want to continue to grow
their name and get the fans for future monetization.
Speaker 4 (35:50):
And think you might have the quote of the podcast
which your emails are your great assasst you know, you know,
and so if you know how we always thinking sound bites.
Speaker 3 (35:58):
I'm trying to think of.
Speaker 4 (36:00):
Key takeaways from this podcast. Yeahs my mind's going right,
now I'm like, okay, we're Yeah, No.
Speaker 3 (36:06):
I think that's right.
Speaker 2 (36:07):
Yeah, I like Sophia's of be yourself on social media
and don't yourself by bar that's what you know, that's
what you feel like, Yes, you know, and it's just
whether you know, you're whether anyone out you're listening works
with Smith Publicity, we will help you with this. But
if you're doing this on your own or working with
(36:27):
a different publicity team, talk to your publicist about these
ways that layered approach because, as Sophia said it the
early you can't just turn money over to someone and
expect them to do all the work they can, but
you're not going to get the value. Yes, if that
that true collaboration and what is going to get the win?
What's going to get And it could be hey, this person,
(36:49):
this just happened. I opened your pitch nine times, but
has not responded to me. Right, and we know they're interested,
so what can we do to nudge them and the
right positive direction? And that Yes, while the media relationships
it is our bread and butter, as Janet said, the
proprietary and they trust us and they and they know us.
(37:11):
But professional to professional on LinkedIn is such a great
way for them to show their own personality, their own interests,
their own true deep appreciation of the journalists because as
you said, they have a very hard job of what
they're trying to do. And I know LinkedIn experts say
(37:31):
that conventing on LinkedIn is today's business card.
Speaker 3 (37:35):
Yeah, seeing you engage, seeing.
Speaker 2 (37:38):
Your name in conversations, and yes, it's always great to
get a light but to go deeper, yea. And to
really support and share the people that you value and
that you are excited to share their ideas, especially journalists
because that's how they're judged, right of sharing and clicks
and views, and so yes, I think if you're showing
(37:59):
that your supporting them, then they're more likely to no
trust and pull you into the conversation.
Speaker 4 (38:07):
And I would say team. My third takeaway, my third
key point is perhaps if a three and then a
subset a three meeting meantime, things take time. This layering
process does take time, so to be patient, but it
does bear fruit. It will bear fruit, right, but be patient.
(38:28):
And then the A piece is it is layering, Like
so you and I just discussed, it can be short
one line first, we're in for example, for in a
month two of a campaign together, just as sure, okay,
here we go and then hey they've opened it up.
Now again and again and again, go back at them,
and maybe now we'll tell the client. And I just
did this with the client. These five. Now go deeper
(38:50):
and go and see what else they're doing. So I'm
saying it this way as a takeaway to the audience
so that you know it does not something it could
be daunting. I've got to engage. I've got to speaking
of my own LinkedIn I am not. I am a
bit defunct, and I know I'm defunct because of the
time it takes, and I want to spend my time
(39:11):
well by client myself, and so I have such empathy
for the time that all this all takes. So so
that a piece of my third takeaway is it is
a layer timing as well. You don't have to do
it all at once, And to so point, you pick
one and you do that well, and with our guidance,
we help you do that so that it's all manageable
(39:34):
and it's not daunting, because creating a book is daunting,
and it's a lot of time and it's a lot
of effort, and we know that and it's a lot
of expense.
Speaker 3 (39:44):
Yeah, you know, so it is so.
Speaker 1 (39:49):
I mean I definitely with LinkedIn, like you said, I'm
a little defunct as well.
Speaker 3 (39:54):
You know.
Speaker 1 (39:54):
I think it's kind of how doctors make the work
worst patience. I think there's something.
Speaker 4 (39:58):
About, oh, it's all it's us.
Speaker 1 (40:01):
It's like, I like helping you get attention.
Speaker 3 (40:05):
I don't personally like to get attention.
Speaker 1 (40:07):
So do as I'm saying, not as I'm doing with LinkedIn,
but yes, if you do it, if you put the
time in. I will say, like if I had two
clients exact same book, exact same experience, exact same everything,
and one of them leaned in and really took the
connections seriously everything I did, they respond quickly, They're going
(40:31):
to social media making those connections on their own, reaching
out to people with valuable insights, blah blah blah blah,
and the other one does nothing. I know which one's
going to be more successful just that fact, everything else
being the same, Right that that is truly the differentiating
factor is what you do with the opportunities that we're
(40:51):
helping to create for you.
Speaker 3 (40:53):
That's it.
Speaker 4 (40:54):
Yep, Yeah, it's should We could bet a on March Madness.
This way we know exactly, we know exactly what, we
would know exactly, we would know exactly which by the
way I did with the pool this year, it's all
I'm going to say.
Speaker 3 (41:06):
And you won the pool.
Speaker 2 (41:07):
I won the pool, and tell tell her the breaking
score that you gave.
Speaker 4 (41:13):
Oh, I said, two hundred something team. I know nothing
about basketball. I know nothing. I did that pick it
for me, beautiful team. And then I took out some
teams that I were not my favorite from friendly children.
So I took out the teams that they were against
my children's.
Speaker 2 (41:32):
Okay, So thank you, thank you everyone for listening. Any
last at Sofia had such a beautiful clothes there about
who's going to succeed and who would be okay. But
the one last point from me that Sofia, that you said,
and we talked to our client yesterday about this is
having our clients are busy and having a publicist of
(41:54):
record does elevate clients with the media. Whether it's fair
or not, it just does. And our clients are super busy.
They're speaking, they're traveling, they're serving their communities and with
their knowledge and expertise and having a publicist guide and
vet the opportunity so that when you do have those
six hours jam. Yeah, this is exactly the most impactful.
Speaker 3 (42:17):
Yeah, I totally agree.
Speaker 1 (42:19):
And I think also I like to think of myself
sometimes as a net like nothing gets by me, and
I feel like when you are a busy professional and
you're doing all these things we have clients and whatever,
it's easy to maybe miss opportunities.
Speaker 3 (42:31):
I think that's one of the huge most.
Speaker 1 (42:33):
Valuable things that a publicist brings, right, is that we're
monitoring all these different places where what's what's in the
news today, who's putting out media queries, you know, in
addition to actively pitching ideas and stories to relevant contacts. Right,
so we're we're we kind of have this larger approach
that allows us to really capture all the nothing gets
(42:54):
by us.
Speaker 3 (42:55):
You know what I'm saying.
Speaker 1 (42:56):
No, it does that, So that's about that's very valuable
as well, and something that you know, a busy person
can't always do on their own without some help.
Speaker 2 (43:07):
So, yeah, danna any last words from you before we.
Speaker 3 (43:11):
I love So.
Speaker 4 (43:13):
I thought the best was the two comparisons. I'm on
the race, I'm game on my my to to the
two the comparison. No two campaigns are alike. No, it
can be similar.
Speaker 3 (43:25):
I'm with you.
Speaker 4 (43:26):
So if they're in the same you know, like no leadership,
they could be same, they can be the same. Two
hunds but one and same thing. But one was a
little more wrinkle than the other. And we pick your out,
we pick out that that angle of that wrinkle versus
the other. So that was just my other last point
of I think the importance for people to know. But
(43:46):
this has been fun. Thank you.
Speaker 2 (43:50):
We have many other episodes of all things book marketing
from Smith Publicity. We welcome you to listen or visit
our website, Smith Publicity. We have newsletters, We've got all
kinds of great information. You can follow me on LinkedIn.
I'm not the best, she has said, I do some,
(44:11):
but not, you know, not as much as we want
our clients to do. Marissa Eigenberg, who is our president,
she's very active, lots of good information. But Janet Sophia
on LinkedIn, they probably will accept.
Speaker 4 (44:25):
Your yeah, but it's no probable answers.
Speaker 3 (44:29):
Yeah, answer, yeah.
Speaker 2 (44:30):
So thank you for listening and until the next episode.
Speaker 4 (44:35):
Thank you, thank you, thank you, thank you for listening.
Speaker 1 (44:39):
To this episode of the Smith Publicity All Things Book
Marketing podcast. To reach us and learn about our many services,
visit Smith Publicity dot com or send us an email
to info at Smith Publicity dot com
Welcome to the Smith Publicity All Things Book Marketing podcast,
offering tips, insights and advice from the best in the
publishing industry. Hi.
Speaker 2 (00:11):
Everyone, I'm Sandy Smith from Smith Publicity here on this
episode of All Things Book Marketing, our podcast that's been
going on for several years now where we try to
illuminate and entertain the author of publisher community with all
kinds of interesting tidbits about the world of promoting books
(00:33):
and publishing. And today we have two very special guests.
One is Janet Shapiro, who is our vice president of
Publicity and she's been, oh gosh at this game for
fifteen twenty years or so and really is our client
respira and has led some just amazing projects with Smith.
(00:56):
And we also have senior publicists Sophia Murriar, and she's
been with us I don't know, Sofia since twenty eleven for.
Speaker 3 (01:03):
A long time, yeah, long time.
Speaker 2 (01:05):
And Sophia is the powerhouse, often working side by side
with Janet on just making great things happen for our authors.
And the feason for this special duo here is because
we're we're always at Smith looking at new ways to
get attention for our clients that build a visibility for
(01:27):
their brands, and Sophia and Janet and I have been
talking about some new strategies that are have been done
over the years and refined over the years and just
exploding with some exciting new directions, and most of it
comes with a collaboration with our authors. So turning it
(01:52):
over to both, I would love to hear some of
the new trends that you're seeing and the challenges that
probably and authors are having to get that coveted attention
and to what would you love to say to authors today.
Speaker 4 (02:10):
Wonderful.
Speaker 3 (02:11):
Yeah, well, thank you and for sure.
Speaker 1 (02:14):
So I think what's interesting is we're kind of seeing
over the past couple of years a little bit of
a shift with especially with top tier media, that they're
wanting to connect directly with experts, and so as publicists,
you know, our job is to sort of help foster
those connections and make it easy for media to connect
(02:37):
with the experts directly, which, as you were saying, requires
a collaborative approach. And it's something Janet, that we've always
really encouraged authors to do right and we've always said
to authors, the more you collaborate with us, the better
this is going to go right that This isn't sort
of it's not a situation where you're hiring us so
(02:58):
that you can completely wash your hands of representing yourself
and your brand out in the world. But actually that
the best, most successful publicity campaigns do require that sort
of collaborative approach, and we're seeing that, I think even
more so now and in different ways.
Speaker 2 (03:17):
Right.
Speaker 1 (03:17):
And so what's interesting is there are situations now where
we are pitching to the media and making the introduction
to the client and then seeing how a follow up
approach where the client connects directly with those contacts on
LinkedIn and even to the point of sending them a
message and letting them know, you know, we I'm available
(03:39):
for expert commentary for any stories that you might be
working on. I've had clients say here's my cell phone number,
you can text me, right, that sort of really personal
approach where they feel like, Okay, this is someone who
I can go to in a pinch, Right, Like if
I'm working on a story and I'm in desperate need
(03:59):
of a so with this person's background and credentials, now they're
the person I'm going to go to because I have
their phone number, I can text them. I don't have
to send out a query through quoted or you know
these very sort of sites where we're looking for experts
and things like that. I don't even have to open
my computer or write an email, just.
Speaker 3 (04:18):
Pick up my phone and text.
Speaker 1 (04:20):
So the easier we can make it for media contacts,
the more likely it's going to lead to coverage and
and kind of like fostering those relationships that lead to
top tier, especially the top tier coverage where contacts are
working on that the deadlines and they're really kind of
at the mercy of the news cycle, so they got
(04:41):
to get things done quickly.
Speaker 3 (04:44):
So that's that's interesting for me.
Speaker 4 (04:47):
So if you could not sorry your color, so if
I couldn't, I couldn't agree with you more. I think
a couple of points to to kind of wind back
slightly is that, you know, when we start with our campaigns,
we typically have a book where we have a thought leader, right,
We have a thought leader with the book, and the
book is their branding piece, right, So that's a backdrop,
(05:07):
and our job is to initially say, here is a
new book, and all the facets of this book that
those reporters and those journalists and the columnist would want
to cover and producers as well, And as our campaign evolves,
it becomes and if I dare say, you're one of
the finest of pulling angles from the book. And I'm
(05:28):
not saying that cratuitously, team, I'm saying that in the
truth that Sophia has a way, and this is I
think where you find the finest publicists that they can
figure out what is the news cycle stating, and then
you bring in the factor of the news cycle to
the book and you have a marriage. And then we
pitch the media. We do outbound pitching, but oftentimes, as
(05:49):
Sophia is saying, as we're well into a campaign month two,
month three, sometimes we see that now, okay, we're getting
inbound from some of the the you know, the quota
is and harrowes, but also just inbound from pitches that
are kept. So I think it's an important piece in
our role. How the landscape has changed as well, is
that timing can be like sof said I need something tomorrow,
(06:12):
or timing can be hey, I might not be getting
to this for three months or four months, depending on
true you know, so your point of what's what we'll do,
and we're you know, we're a firm that believes strongly
in sharing with our client, so that we will share
who is opening up our pitches, who has been engaging
with you, who's been engaging. We have a process in
(06:33):
the company that knows you know, if someone clicked on
your book link or clicked on your website five times,
go go to them, go link with them on LinkedIn,
send a short message, as Sofa said, send a real
short message. And in doing that short message, you may
not get our response, you'll get a connection. I would
pretty much certain that we do get connections, but then
it comes back. I can point to three and four
(06:56):
cases of this fall where that connection happened and for
one of my clients and communications, they came back that
was a Wall Street Journal and CNN to to interview them.
We just, Sophia, you just had financial times from someone
doing that. But I'm also pointing to the fact that
don't expect immediate. It's like everything, don't expect it immediate,
(07:17):
but trust in the process that it has due diligence
and it can come back and give you good results
that you want.
Speaker 1 (07:25):
Absolutely, and I think too with LinkedIn, you know, it's
like with anything, the more you give, the more you
get with that, right. So you know, it's not you
don't want to be one of these people who's messaging
a million people on LinkedIn and saying, hey, I got
a new book and you want to you know, blah
blah blah blah like that, the hard style is not
gonna work well on that platform. But to connect with
these media contacts and if they're sharing something, you know,
(07:47):
share it too. I mean these journals, these are people
who are also trying to build up their own personal
brand and their own portfolio. And so to give them
the love, right a little bit, and if they're posting
and you feel like you have something insightful that you'd
like to add, comment on it and say, you know,
I loved this article.
Speaker 3 (08:06):
I think it's really great.
Speaker 1 (08:07):
Another point you know that's worth considering is this, right,
And so then they start to see, Wow, this is
someone who's you know, adding value to the conversation. And
it's also out here not just for themselves, right, that
there's somebody who is out here trying to help other people,
you know, get their stories out there and and all
of that. So it is really about the relationships, right,
(08:32):
and I always try to say when you're when you're
approaching LinkedIn or or any connection you want to as
you want to replicate as closely as possible in person interaction, right, So,
like you wouldn't go up to a stranger and start
being like, hey, I'm Sophia. I wrote this book, and
I was wondering if maybe you wanted to, you know,
have a copy of it and share it with all
(08:54):
of your followers, Like you wouldn't do that with people
on you know, in person, So you have to try to.
Speaker 4 (09:00):
Although so if there have been some authors that have
done that, not not to and that's the gate that
you know.
Speaker 1 (09:06):
Yeah, and I think you know, it's just about knowing
when to do the hard sell and when to really
look more at like how can I foster this relationship
with this person and show them that I'm here to
help them, right, because it's it is, you know, the
media has a really hard job, and they have a
really hard job especially right now, uh newsrooms facing you know,
(09:28):
cuts all the time, and they are always struggling to
get the kind of traffic that they want and things
like that, and so you know it's important to also
be empathetic and see that. You know that it's not
so easy to be a journalist these days, and whatever
we can do as publicists and whatever our clients can
(09:49):
do as experts to try to make their jobs a
little easier, they're always very grateful for that, right, And
it goes a long way in terms of establishing the
trust and fostering the relationships.
Speaker 2 (10:02):
Yeah, that's that's that's fantastic. I like that that action
oriented I initiatives that these these authors can do so
they don't feel so powerless in the process of book
promotion and collaborating with us. Could you share some tips
(10:23):
on what that email or that connection request should be
because we talked about this last week about some research
they should do again, as Jen said, not too long,
but to show that personal conversation, like you said, maybe
it's at a networking event, a cocktail party, you know
where it's like you wouldn't say, like, hi, buy my book,
you might say, oh, I read yours on So what
(10:48):
what would you have them do to help build that
more personal, authentic starting conversation.
Speaker 1 (10:55):
Yeah, that's great and I think you know we so
one of the things that's great about working with a
publicist through this process, right, is that we have kind
of started the conversation. Usually by the time we're handing
these contacts over, right, like, we've been in touch, we
have pitched them, we have a sense of what they're covering,
what they're interested in, if they're the right contact for you, right,
(11:18):
And so what I've been doing is, you know, oftentimes
it'll be contacts where like Janet said, I can see,
you know, this is someone who were a couple months
into the campaign. It's someone who I can see that
they're reading my pitches. Maybe they've even responded, you know,
and said thanks so much. And keeping them on file.
That's we love that, right, And sometimes clients will see
(11:38):
that and go, well what does that mean? Like, I
don't know that that's discouraging, right, But the great question,
I love that.
Speaker 3 (11:44):
I love that I'm.
Speaker 1 (11:45):
Keeping you on file because we've seen how over time,
like to your point, Janet, sometimes it is months or
years later. Yes, we hear from them.
Speaker 4 (11:55):
Are I think are our longest was six or seven years?
Speaker 3 (12:00):
Yeah, excellent, Oh for sure.
Speaker 4 (12:01):
If you get a couple of those, actually, yeah.
Speaker 1 (12:04):
Exactly, And so we see how you know, it really
does pay off. The keeping you on file thing is
not a nothing burger, right, it really does mean something.
And so you know, then when we have a conversation
with our clients, will say, like, these are some really
great context for you specifically, like these people are covering
topics that you can comment on. They're really interested in
(12:27):
the same kind of conversations that you're having. We recommend
then that you, as a client, go and look at
what are the stories they're writing, what are the things
that you could add to what they're writing, and then yes,
write them a short note on LinkedIn saying you know,
I'm so excited to connect with you. I've been reading
through what you're writing. It's really interesting. I'm always available
(12:52):
for quick turnaround commentary, and like, here's a quick list
of some of the things I'm available to comment on, right,
like the future of work, you know how jobs are changing,
what whatever, where, tariffs taxes, tariffs and tariffs taxes.
Speaker 4 (13:10):
I would back up on the backup queen today. I
would just also state and I love exactly where you're going.
And often I have clients who are CEOs and you know,
running their own businesses, so time is of a constraint,
and so a couple of points I want to make
make here and then go into what it would even
(13:32):
a shorter comment could be on LinkedIn. I do want
to say I was just asked this Janet, how many
hours do you think I need to devote to be
able to devote of my of my time during a
week to publicity and to marketing and branding. And I said, okay,
what you what's your week? What is your hours of
your week? And what is your day? And I said,
(13:52):
you know, at least per week six hours, and that
was probably conservative, so I'd love for you to actually so,
but I thought six and that included social media, making
sure that you're utilizing of course, stuff that we bring
in and you repost and connecting with these individuals and
writing articles and things that you could also post on
(14:13):
on LinkedIn. So my second point is that if you
don't have the other member of your team, for example,
you know as as an author, or if it is
yourself a very short one line, my publicity team has
reached out to you, and I know you've engaged on
some of my of the pitches and if are interested,
would love to carry the conversation further and simply that
(14:35):
please link with me. That did get an author at
the Wall Street Journal. I love that, you know, so
for simple and then I adore going deeper like you stated,
but I'm always conscious of effort of time.
Speaker 3 (14:48):
Yeah, oh, one hundred percent.
Speaker 1 (14:50):
And I totally agree yed that those one line, Hey,
I'm here for you if you need us wurce, that's it, right,
I yes, I've had a client connect with uh reporter
at Business Insider using that approach.
Speaker 4 (15:04):
Yeah, yeah, so and so do you like do you like?
Speaker 3 (15:08):
Pardon?
Speaker 4 (15:08):
Do you like? Also my PR team had reached out
because actually that's what I been using. Do not like? Yeah?
Speaker 3 (15:14):
No, I think that's fine.
Speaker 1 (15:15):
I think my PR team or my publicist, you know,
either one of those.
Speaker 3 (15:19):
Is totally fine.
Speaker 1 (15:21):
And I do what what what's nice about that too?
I mean, this is a conversation we were having with
a client recently. Is you know there is a level
of kind of professionalism that comes from having a PR team, right,
and so it does make reporter feel like, Okay, this
is someone who they're obviously really busy because they've hired
(15:42):
a PR team.
Speaker 4 (15:43):
Correct.
Speaker 1 (15:44):
That is true with a lot of our clients, they
are very busy. And for that person then to take
the time to message me even though they are very busy,
even though they do have a PR team, it just
shows that little extra step of like on care about on.
Speaker 4 (15:59):
Yes, yep, yeah, And you brought up such a great point, Coach.
That's where my head goes, so is I do say
to them, the personal representation of a firm shows your
your your level at times of where you are in
your work, and your commitment to your work. Right, so
it goes It goes that way as well. The point
I wanted to just make on this one point from
(16:19):
Sandy that I think I've turned into five, but the
other point is to just state we love LinkedIn for professionals.
You know it is. It is a platform that sof
you know, you and I do work a ton with
our business, our business light and also with some of
our health and wellness and that platform leans lends itself
(16:40):
really nicely for just as you have been stating. And
also potentially if I can say, I don't know whoever's listening,
you make you're gonna love it. But it doesn't happen
all the time. But speaking, we can get speaking and
I have gotten a webinar from this approach, and by
the way, team that's by using on LinkedIn the connections
(17:01):
and showing a piece that ran that was put in
this In this case, it was actually built in, and
they put it out their own LinkedIn and also shared
it with the context that we had given to them,
and that just opened up, Oh, you're gonna be perfect
talking about toxic communication in January. You're gonna be perfect.
Can you do three webinars? And that was for United Healthcare?
Speaker 3 (17:23):
So amazing.
Speaker 4 (17:24):
Yeah, yeah, so so for I guess my saying. My
other point though, would be that's the specific genres that
we're really saying are really strong. That's not to negate
you know, a cookbook or an arts and entertainment or
some of the other pieces. I don't want to negate that,
but it's a very stronghold for the other genres that
I'm stating. If it is the arts and entertainment or
(17:46):
if it is something that is more in line with
with with a fiction or an arts and entertainment sophia,
I would say that Instagram or if you do have
a Facebook private following, that is so about your work.
I think that's another platform that again is very strong
you can utilize because some media house not in your Facebook,
(18:09):
but they are a house on ig as well. Yes,
particularly in that lifestyle arena.
Speaker 1 (18:14):
Yes, yes, thoughts on that that, I think that's completely correct,
and yeah for the lifestyle and I know for many
of our fiction clients that there is a lot of
opportunity on Instagram, Facebook. I think it's important to know
sort of where your audience is and where people are
(18:35):
the reporters or journalists or reviewers who are going to
be interested in sort of what you have to say
and what your book is about, and kind of going
where they're going.
Speaker 3 (18:46):
And yeah, I mean I do think it's.
Speaker 1 (18:49):
Intimidating sometimes for people they feel like I have to
be active on every single social channel. And what I
always say is you really, you know, it's better to
be active on one. It's better to be active on
one if it's Instagram and that's where your people are, like,
lean into that, give it, give it, You're all right,
and you don't need to be doing this approach on LinkedIn.
(19:09):
This could very easily translate to DMS on Instagram. And
I think again, your publicist is really helpful in kind
of sorting that out right, because the publicist has a
sense of where your people are and they can kind
of direct you and say, yeah, you know, it's most
of the journalists and the reporters and the reviewers who
we're pitching are really active on Instagram or they're really
active on Twitter, or they're really active or X whatever
(19:32):
it is now nowadays, or blue Sky, which I'm an urging.
Speaker 3 (19:37):
Channel, right.
Speaker 1 (19:37):
So that and I've seen many many reporters now who
are on X redirecting people to blue Sky and saying
I'm not using X anymore, go to blue.
Speaker 3 (19:46):
Sky, right.
Speaker 1 (19:47):
So, yeah, the as a publicist, it's part of our
job to help you figure out where you should be
putting your effort into terms of social media. So you
don't have to give one hundred percent to every social
media channel because that would be an entire like age, right, And.
Speaker 2 (20:05):
That goes back to Jan's point of six hours a
week where writing should be connecting. But Jenna, I'd love
to ask you to follow on what Sophia is saying
about being authentic, whether it's on Instagram or on LinkedIn,
blue sky X for you, I'd love to hear your
what you'd like authors to know about the layering approach
(20:30):
of our relationships with media and our goal for their
individual even without us relationship with media and in terms
of you know, they might an aultor might work with
us for four months, six months a year, so many years,
but ultimately our goal is for them to not not
(20:52):
need us. I know, Sophia, we talked about this yesterday.
But we can make that initial connection right with the media,
but it's what the author brings to that interaction that
actually is going to seal the deal, not just for
one opportunity, but those long term. I'd love to because
I know some authors think that, oh I don't want
(21:13):
to step on a publicist toes it's their relationship, which
of course that's why we're here to foster that. But
what would you like to say or your thoughts on
helping someone become that go to person in their industry,
because that's what we hear all the time. I want
to be the go to person on yea and how
how should they do that working with their people?
Speaker 4 (21:34):
You know, you brought up a couple of points that
we have been discussing, which you know, which align with
you know, how do I how do I leverage? How
am I always leveraging whatever we've got? So this is
in Sophie and you we just talked about this just
a few minutes ago before we got on this this call,
and that is you know, you have to build. It's
(21:55):
building blocks, you know. And I hate these. It's it's
a you know, it's not it's not America. It's a racist.
It's not a racist a Maratha, all these these stated.
Speaker 3 (22:04):
Sprint it's not a sprint.
Speaker 4 (22:06):
Oh my god. So and I don't like them at
all because I've heard them for twenty some years. But
I have to reassure on something that it does take
building blocks for those connections to happen. And our greatest
glory is when we have worked hard to establish you
in certain fields and certain arenas with with with producers.
(22:26):
And we just had my client, doctor Davis, who has
been with us for a while. It's okay that I'm
using names, Sady, Okay, I'm using names.
Speaker 3 (22:34):
Got out to doctor Davis.
Speaker 4 (22:35):
Shout out, doctor Davis. You and your daughter tour You're
amazed and bloom TV. We've been working at working at
working it. Okay. Doctors has been with us for an
offer three years. Go for it, you go, toy, connect
with the pruduce. Now we've gone, we've laid it. She
goes in the studio and we're talking. We've been laying
(22:55):
this for five months. She and she goes, Jane, guess
what they responded back to me, because now the right
time to talk about the sandwich generation and how we
can handle things. I'm like, great, they're hitting it hard
in Florida. She goes, in fantastic, She says, Now the
producer is calling me. We want to do it once
a month. I'm like, yep, that's how it goes, and
and that is my greatest glory done. Now did the
(23:16):
producer call us to actually get her into that that
first studio? No, I don't care.
Speaker 2 (23:21):
I don't care.
Speaker 4 (23:22):
The groundwork was laid. We had been laying it and
laying with angles and angles and angles. We asked doctor
Davis to follow up.
Speaker 1 (23:28):
She does and boom and it boo boom goes the
dynamite and there was a.
Speaker 4 (23:33):
Dynamite and Sophie and I will hear often that clients
don't want to step on her toes, and there there's
ways to address that. In my opinion, what I love
to say is we're a team. There's no toe stepping.
I will say that the inroads we've made for you
are proprietary so that I always say, please, I want
(23:54):
to give you our contacts. I want to give you
this follow up because it's going to help you in
the long run to old. But I asked that that
is our working relationship and that you don't share that outside.
That's the one parameter that that we we stick around it.
And then outside of that, let's work together to how
to to further bring home bring home that lose long
(24:15):
lasting results. We have a client that was out in KTLA,
was a psychologist, and I'm blanking on that doctor's name,
but I'll come in some with it in a minute.
He was on KTLA virtually. We had him. We had him,
you know, we had maybe three times, various times throughout
the years, and he just wrote last year to us saying,
(24:36):
you won't believe it, but I have a regular give
with k T l A, which is of course the
Los Angeles market. So that is number three I think
in our country.
Speaker 3 (24:47):
Amazing.
Speaker 4 (24:47):
So so Seanny, I think I might have given you
too many examples.
Speaker 5 (24:52):
But of the relationship between how we open the doors
and lay that nation which then just builds the layers,
the blocks, the.
Speaker 2 (25:04):
Foundation as end, it doesn't happen.
Speaker 3 (25:08):
It doesn't exactly.
Speaker 1 (25:09):
And I always say to clients, I know, Janet, you
do the same. My feeling is like for me, I
want the win, okay, I am tested, I am addicts
kicking okay. So however we get it, it feels good
on I don't care if it's me, I don't care
if it's you, Like, does it matter? I say that
(25:30):
to my clients all the time. I'm like, I if
it takes you following up with a with a contact
who I have pitched multiple times, who I am is
interesting interested, it would be responding, but they're not responding.
And all it takes is for you to send them
a message for them to respond Like that is I
I got it, I've got the hit.
Speaker 3 (25:51):
I'm like, I'm good, fantastic to.
Speaker 1 (25:53):
Me, I know I don't need credit for that, right,
Like it's just about getting the win, yes, client.
Speaker 4 (26:01):
Yes, absolutely, And and and we we love our wind boards,
well I say we love them. We started them, and
then then anyway we get caught up on our days.
But I love a windboard and I love so that truly,
we want to celebrate coverage. Yes, However, coverage happens, and
that's another key thing in you know San since the
years I've been here and pr the coverage and how
(26:25):
to secure it, and it goes back to our primary
point here is just circuitous. It's not direct. It's not direct,
and it's also securitout as to how then that would potentially,
I know, authors sell your book. All of these methods
are ways of connection and brand building and marketing you
you know, it.
Speaker 3 (26:44):
Is the heart.
Speaker 4 (26:45):
These are easy questions because I'm like, yes, there's ways
we list so I like, this is the creativity. We
can get you in there, we can get you know,
it's here. Whether or not those listening are going to
purchase than a book is something that if we had
that silver bullet boy, we would we'd be we'd be Yeah,
it is.
Speaker 3 (27:02):
It really is a little bit.
Speaker 1 (27:04):
It's a it's a bit of a mystery for sure,
how that how that all unfolds with the purchases. And
that's why, you know, there is always the interest in
top tier coverage, which we totally get and understand. But
we've said this before, right and I you know, this
is like when we tell clients, you know, they're keeping
you on file and they're like, what does that mean?
(27:25):
This is one of those things where we tell clients
and are like, really, I don't know about that, but
it truly is. It moves the needle sometimes more when
you get those sort of niche aller coverage. But it's
like such a good fit, right, and it's it's you know,
it's a book written for IT professionals and it's got
We've got a book review in a magazine for IT
(27:46):
professionals that's written read by only fifteen thousand people.
Speaker 4 (27:50):
But they're gonna buy your book there, any.
Speaker 3 (27:52):
Book, right exactly.
Speaker 1 (27:54):
Yeah, you cannot. You cannot and should not discount those
cells publications.
Speaker 4 (28:01):
Can AT's be saying it's another podcast. I feel that
it's like the five myths of publicity. You know what
what you know? What really? What really does sell a book?
What really does matter?
Speaker 3 (28:13):
You know?
Speaker 4 (28:13):
And and and and again the sand and so it
depends on the goal of a client, right, So the
client is marketing and branding. Hey this podcast, this come on,
This is exactly it and it does shift and it's
not to minimize each are so valuable, but if it
is around sales, then perhaps this strategy.
Speaker 1 (28:33):
Exactly, yes, And we do have clients, I mean I
have clients who they're not so interested in selling the
book that actually the book is kind of just the
ladder up to what they really want. Bigger, better clients,
more speaking and goa and so in those situations, yes,
we need to create uh uh, you know, you need
to be the go to expert. And so how do
we do that? Right, We get you in as many
(28:54):
places as we can. We help foster those connections with
top tier media so that you become on the roster
right of people. If they're writing a story, you're one
of five people maybe that they're really relying on for commentary.
So so yeah, it does. It depends completely on what
the goals.
Speaker 2 (29:12):
As an older example, but we had an expert who
was a sales expert. You know. His book was all
about helping sales teams close deals. And we got him
media the household name Business Media, Well Street, Journald, Forbes,
Fast Company, Inc. We had everything, great, great author. We
got him on the smallest, most targeted sales magazine. It
(29:37):
would have been like selling Today or selling an advantage. He
called us like two weeks later and said that article
got him five hundred thousand dollars in in consulting project.
It wasn't the big names, right, and we're all a
great for you know, building that brand name recognition. He's vetted,
he's got that you know, social proof that he is
(29:58):
who you know his what he's saying is valuable and authentic.
But it was that small niche publication that really opened
the door financially, Yeah, branded business. And what I'm also
hearing is the power of not just the podcast itself,
in the longevity of podcast episodes when our authors do them,
(30:21):
but authors who network with the podcast hosts themselves are
coming back and saying they're getting business, they're getting they're
growing their network in the right way. And so we
coach our clients at the end of a podcast to say,
is there anyone in my network that I can introduce
(30:42):
you to? Can I support you in any way? This
is off camera, off the podcast, and then you ask back,
is there anyone in your network who could value who
could find value in what I do? And then these
authors come back to us here, I've booked on three
more podcasts, and as Sophie said, that's the win. Like, Okay,
we didn't book them on those additional three podcasts, but
(31:05):
we'll take that win because we connected you with that
first one, and then you author client took it to
that next level and really maximize your time with these
people and built those connections. I hear that all the
time that the people and podcasts, and it's just this layer.
This person talked to this author, who got this deal,
(31:26):
who got this speaking engagement, and all kind of goes
back to some initial conversation.
Speaker 4 (31:32):
And you know, Ceinney, while you're saying that, it's just
springing up. And so this is actually something that I'd
love for us to even explore further in our company,
and we are doing it in I think is in
great leaps, which is newsletters and substack. And I know
our team is putting together some newsletters for clients, which
(31:53):
seems so valuable. But I'm working particularly with one client
now and then we're just building this book with us
and and and so if it's interesting because we build
his newsletter, but then he is maximizing that on substack,
and he is maximizing connecting with other newsletters and making
sure that they then connect with him and for further
(32:14):
maximize that reach. And by by connecting in substack and
really utilizing that platform just like a LinkedIn, you know,
liking articles, engaging with people in their content, who then
may have newsletters attaching to their newsletters that will then
attached to his. He has grown from zero to I
(32:36):
think his newsletter at this point is at seven thousand.
Speaker 3 (32:40):
Amazing, how long has that been.
Speaker 4 (32:42):
And he started his newsletter got sin. I believe his
first one was November.
Speaker 2 (32:49):
So that's a nice growth.
Speaker 4 (32:51):
That's a nice you know start. So and I'm intrigued,
I'm very very intriguing by the power of substack as
as perhaps another social media piece. But so if I
also feel it's not just even a social media piece,
it's a pr piece.
Speaker 1 (33:07):
Yeah, yes, oh for sure, I totally agree with that.
And yeah, I mean subsack is is really interesting because
you know, it establishes you as a voice and authority,
as someone who is adding to the conversation. You know,
it does require kind of you to have something to say, right,
(33:29):
and so it's like it just really goes a long way,
I think, towards helping with that. And then you know,
once you grow your audience enough, you can't you know,
do self promotional stuff all the time. But if you
have a sub stec and you're providing valuable content, correct.
When you publish a book, now you have seven thousand, you.
Speaker 4 (33:49):
Know, you nail it, So you nailed it, So you
nail it.
Speaker 1 (33:54):
Sack is a very interesting platform, and I agree. I
think it's definitely something for authors to explore when they
are thinking about where they want to spend those six
hours a week all right, on what social media platform.
Speaker 4 (34:09):
And I do love a newsletter and and for all
of the reasons audience, for all the reasons of building
platforms before you sell a book.
Speaker 2 (34:18):
So email addresses are your number one asset. And because
we see all the time, Look what happened to X, right,
just disappear for a lot of people, and they had,
you know, tens of thousands, hundred thousand followers on there
and then now they're gone. And you know, and I know, Sophia,
we talked about this yesterday with one of our clients.
Is that these platforms, whether it's LinkedIn, Instagram wherever, they're
(34:40):
not giving you access to all your data, right, And
how many people do you follow on LinkedIn that you
really genuinely want to see what they're doing and they
never come up in your feed because LinkedIn decides messages.
So when you have your own you know, use these
as a spoke, you know, the social media to come
into your web site as the hub, and you want
(35:01):
to own that so that you can directly communicate with
your own fans, followers community.
Speaker 1 (35:06):
Yeah, that's a it's a great point. I mean, it's
an excellent point. Standy, like we at any time, we
could decide, you know, the youth government could decide, okay,
LinkedIn is a you know for international propaganda. We're shutting
it down and there goes your network. Right, so you
have the network and the ability to kind of start
directing people to yourself as the central location for for yourself, right,
(35:29):
Like that's that's the dream, that's the ultimate goal.
Speaker 3 (35:33):
It's a wonderful point.
Speaker 2 (35:34):
Yeah, it's it's it's something that we talk about, especially
most of our authors. Most authors they don't just have
one book they have they want to continue to grow
their name and get the fans for future monetization.
Speaker 4 (35:50):
And think you might have the quote of the podcast
which your emails are your great assasst you know, you know,
and so if you know how we always thinking sound bites.
Speaker 3 (35:58):
I'm trying to think of.
Speaker 4 (36:00):
Key takeaways from this podcast. Yeahs my mind's going right,
now I'm like, okay, we're Yeah, No.
Speaker 3 (36:06):
I think that's right.
Speaker 2 (36:07):
Yeah, I like Sophia's of be yourself on social media
and don't yourself by bar that's what you know, that's
what you feel like, Yes, you know, and it's just
whether you know, you're whether anyone out you're listening works
with Smith Publicity, we will help you with this. But
if you're doing this on your own or working with
(36:27):
a different publicity team, talk to your publicist about these
ways that layered approach because, as Sophia said it the
early you can't just turn money over to someone and
expect them to do all the work they can, but
you're not going to get the value. Yes, if that
that true collaboration and what is going to get the win?
What's going to get And it could be hey, this person,
(36:49):
this just happened. I opened your pitch nine times, but
has not responded to me. Right, and we know they're interested,
so what can we do to nudge them and the
right positive direction? And that Yes, while the media relationships
it is our bread and butter, as Janet said, the
proprietary and they trust us and they and they know us.
(37:11):
But professional to professional on LinkedIn is such a great
way for them to show their own personality, their own interests,
their own true deep appreciation of the journalists because as
you said, they have a very hard job of what
they're trying to do. And I know LinkedIn experts say
(37:31):
that conventing on LinkedIn is today's business card.
Speaker 3 (37:35):
Yeah, seeing you engage, seeing.
Speaker 2 (37:38):
Your name in conversations, and yes, it's always great to
get a light but to go deeper, yea. And to
really support and share the people that you value and
that you are excited to share their ideas, especially journalists
because that's how they're judged, right of sharing and clicks
and views, and so yes, I think if you're showing
(37:59):
that your supporting them, then they're more likely to no
trust and pull you into the conversation.
Speaker 4 (38:07):
And I would say team. My third takeaway, my third
key point is perhaps if a three and then a
subset a three meeting meantime, things take time. This layering
process does take time, so to be patient, but it
does bear fruit. It will bear fruit, right, but be patient.
(38:28):
And then the A piece is it is layering, Like
so you and I just discussed, it can be short
one line first, we're in for example, for in a
month two of a campaign together, just as sure, okay,
here we go and then hey they've opened it up.
Now again and again and again, go back at them,
and maybe now we'll tell the client. And I just
did this with the client. These five. Now go deeper
(38:50):
and go and see what else they're doing. So I'm
saying it this way as a takeaway to the audience
so that you know it does not something it could
be daunting. I've got to engage. I've got to speaking
of my own LinkedIn I am not. I am a
bit defunct, and I know I'm defunct because of the
time it takes, and I want to spend my time
(39:11):
well by client myself, and so I have such empathy
for the time that all this all takes. So so
that a piece of my third takeaway is it is
a layer timing as well. You don't have to do
it all at once, And to so point, you pick
one and you do that well, and with our guidance,
we help you do that so that it's all manageable
(39:34):
and it's not daunting, because creating a book is daunting,
and it's a lot of time and it's a lot
of effort, and we know that and it's a lot
of expense.
Speaker 3 (39:44):
Yeah, you know, so it is so.
Speaker 1 (39:49):
I mean I definitely with LinkedIn, like you said, I'm
a little defunct as well.
Speaker 3 (39:54):
You know.
Speaker 1 (39:54):
I think it's kind of how doctors make the work
worst patience. I think there's something.
Speaker 4 (39:58):
About, oh, it's all it's us.
Speaker 1 (40:01):
It's like, I like helping you get attention.
Speaker 3 (40:05):
I don't personally like to get attention.
Speaker 1 (40:07):
So do as I'm saying, not as I'm doing with LinkedIn,
but yes, if you do it, if you put the
time in. I will say, like if I had two
clients exact same book, exact same experience, exact same everything,
and one of them leaned in and really took the
connections seriously everything I did, they respond quickly, They're going
(40:31):
to social media making those connections on their own, reaching
out to people with valuable insights, blah blah blah blah,
and the other one does nothing. I know which one's
going to be more successful just that fact, everything else
being the same, Right that that is truly the differentiating
factor is what you do with the opportunities that we're
(40:51):
helping to create for you.
Speaker 3 (40:53):
That's it.
Speaker 4 (40:54):
Yep, Yeah, it's should We could bet a on March Madness.
This way we know exactly, we know exactly what, we
would know exactly, we would know exactly which by the
way I did with the pool this year, it's all
I'm going to say.
Speaker 3 (41:06):
And you won the pool.
Speaker 2 (41:07):
I won the pool, and tell tell her the breaking
score that you gave.
Speaker 4 (41:13):
Oh, I said, two hundred something team. I know nothing
about basketball. I know nothing. I did that pick it
for me, beautiful team. And then I took out some
teams that I were not my favorite from friendly children.
So I took out the teams that they were against
my children's.
Speaker 2 (41:32):
Okay, So thank you, thank you everyone for listening. Any
last at Sofia had such a beautiful clothes there about
who's going to succeed and who would be okay. But
the one last point from me that Sofia, that you said,
and we talked to our client yesterday about this is
having our clients are busy and having a publicist of
(41:54):
record does elevate clients with the media. Whether it's fair
or not, it just does. And our clients are super busy.
They're speaking, they're traveling, they're serving their communities and with
their knowledge and expertise and having a publicist guide and
vet the opportunity so that when you do have those
six hours jam. Yeah, this is exactly the most impactful.
Speaker 3 (42:17):
Yeah, I totally agree.
Speaker 1 (42:19):
And I think also I like to think of myself
sometimes as a net like nothing gets by me, and
I feel like when you are a busy professional and
you're doing all these things we have clients and whatever,
it's easy to maybe miss opportunities.
Speaker 3 (42:31):
I think that's one of the huge most.
Speaker 1 (42:33):
Valuable things that a publicist brings, right, is that we're
monitoring all these different places where what's what's in the
news today, who's putting out media queries, you know, in
addition to actively pitching ideas and stories to relevant contacts. Right,
so we're we're we kind of have this larger approach
that allows us to really capture all the nothing gets
(42:54):
by us.
Speaker 3 (42:55):
You know what I'm saying.
Speaker 1 (42:56):
No, it does that, So that's about that's very valuable
as well, and something that you know, a busy person
can't always do on their own without some help.
Speaker 2 (43:07):
So, yeah, danna any last words from you before we.
Speaker 3 (43:11):
I love So.
Speaker 4 (43:13):
I thought the best was the two comparisons. I'm on
the race, I'm game on my my to to the
two the comparison. No two campaigns are alike. No, it
can be similar.
Speaker 3 (43:25):
I'm with you.
Speaker 4 (43:26):
So if they're in the same you know, like no leadership,
they could be same, they can be the same. Two
hunds but one and same thing. But one was a
little more wrinkle than the other. And we pick your out,
we pick out that that angle of that wrinkle versus
the other. So that was just my other last point
of I think the importance for people to know. But
(43:46):
this has been fun. Thank you.
Speaker 2 (43:50):
We have many other episodes of all things book marketing
from Smith Publicity. We welcome you to listen or visit
our website, Smith Publicity. We have newsletters, We've got all
kinds of great information. You can follow me on LinkedIn.
I'm not the best, she has said, I do some,
(44:11):
but not, you know, not as much as we want
our clients to do. Marissa Eigenberg, who is our president,
she's very active, lots of good information. But Janet Sophia
on LinkedIn, they probably will accept.
Speaker 4 (44:25):
Your yeah, but it's no probable answers.
Speaker 3 (44:29):
Yeah, answer, yeah.
Speaker 2 (44:30):
So thank you for listening and until the next episode.
Speaker 4 (44:35):
Thank you, thank you, thank you, thank you for listening.
Speaker 1 (44:39):
To this episode of the Smith Publicity All Things Book
Marketing podcast. To reach us and learn about our many services,
visit Smith Publicity dot com or send us an email
to info at Smith Publicity dot com
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