Marketing a Book is a Fulltime, Skilled Challenge That Most Authors Trust to a Book Marketing Pro Says Book Publicist Scott Lorenz

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Public Relations and media exposure are critical to a book's success. Unless an author has someone skilled in book marketing promoting their book, their potential best-seller is just one of a million books lost on the shelves of Borders, Barnes and Noble, Walden Books and in the "ether" of

Book marketing requires special skills and most authors simply do not know how to market a book. That's why so many authors use the unique book promotion skills of Scott Lorenz of Westwind Communications when they are ready to enter the book market.

Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors, individuals and entrepreneurs to help them get all the publicity they deserve and more.

Lorenz has handled public relations and marketing for numerous authors, inventors, doctors, lawyers, and entrepreneurs since 1980 and is an integral part of the marketing strategy for many firms.

The importance of marketing to all authors is stressed by John Kremer, author of "1,001 Ways to Market Your Book," who states: "Eighty percent of all books are sold by word of mouth, but it's publicity that primes the marketing pump. Remember that you cannot do everything, so hire the right persons to do the things you can't do. If you're not comfortable doing your own publicity, then hire someone who does it for a living."

Many authors who know they can't promote themselves turn to Lorenz, a leader in the book marketing profession who knows the trade requirements of successfully marketing a book and has done so for many writers.

Here are a Few of Scott Lorenz's Book Marketing and Public Relations Projects:

Lorenz scheduled dozens of radio, TV and print interviews for adventurer Gary Bowersox, author of The Gem Hunter, True Adventures of an American in Afghanistan. From international and national appearances on FOX & FRIENDS, Howard Stern and Voice of America to dozens of local media outlets in each city Bowersox visited in Arizona, New Mexico, Texas, Arkansas, Alabama, Florida, South Carolina and Washington DC.

On an international level, Lorenz handled the public relations effort for Kevin Uliassi, a balloonist attempting to become the first person to fly solo around the world in a balloon. More than 135 news organizations generated over 4,000 articles and newscasts worldwide during the launches and flights over a four year period.

Lorenz was retained to promote a book written by Dr. Don R. Powell called "Best Sports Clichés Ever!" Westwind Communications arranged more than 100 interviews and placements including: FOX & FRIENDS, ESPN Sports Center, USA Today, ESPN's Cold Pizza, Sports Illustrated, Associated Press, ABC Radio Network, Bloomberg Radio as well as a multitude of local and syndicated radio stations across the US.

Lorenz promoted a book called Tantalus Zero by Dr. Marshall Moore where he presented Dr. Moore as an expert in Bioweaponry. This was of particular interest to the media in the aftermath of 911. Westwind Communications arranged dozens of media interviews and invitations on both MSNBC and FOX National News.

Special Needs Author
Lorenz promoted a book from a blind author who was upset by the violence in children's nursery rhymes. She wanted to recite wholesome poems to her grandson and so wrote him a book of non-violent nursery rhymes. She wanted to have an impact on children's literature so that grandmothers across the nation could have better choices in bedtime reading for their grandkids. Lorenz launched a PR campaign that resulted in this blind poet being interviewed by numerous media outlets including WCBS-TV in New York City.

Internet Pioneers
Lorenz has represented several tech firms in helping to communicate their story to the media, investors and the public. An early Internet convert, Lorenz and Internet pioneer Jon Zeeff together sent the first Christmas card over the Internet in 1995 and enabled 65,000 cards to be sent by web site visitors as part of the promotion for the Domino's Farms Christmas Light Display.

TV Icons
Remember Don Herbert, aka Mr. Wizard? Lorenz developed and implemented a national marketing and public relations campaign for an award-winning science series telecast on Nickelodeon called Teacher to Teacher with Mr. Wizard. He co-developed with the Detroit News a science tabloid featuring Mr. Wizard, which was distributed in elementary schools as part of the Newspapers in Education (NIE) program.

Lorenz developed and implemented numerous advertising and marketing plans for various entities owned by Domino's Pizza Owner and Founder Tom Monaghan. One in particular was a biotech firm called Morel Mountain which owned the patent on growing the once wild Morel mushroom indoors. Lorenz landed a feature in the Washington Post causing the phones to literally ring off the hook.

Dogs & Horses
What? Lorenz is an animal lover and has initiated PR campaigns to "find dogs" and save horses. He used hot news pegs, such as the Kentucky Derby, Preakness, Belmont, and the Michael Vicks case to keep re-telling one client's story in the media all in a campaign to end horse slaughter in the USA. The effort landed Angel Acre's founder Jo Deibel, in dozens of interviews, a front page story in the St. Petersburg Times, features in The Philadelphia Inquirer and The National Examiner, along with an undercover story on FOX-TV in PA, culminating with an interview on ESPN.

Lorenz regularly promotes many charitable organizations and causes pro bono. Lorenz has gained insight into the needs and concerns of charity as a result of his involvement in such organizations. Lorenz was Director of the Christmas Light Display at Domino's Farms, a light and laser extravaganza that attracted hundreds of thousands of visitors and raised more than $500,000 for local charities. He served as a judge for JCPenney's Golden Rule Award, which recognizes the contributions of volunteers to their community charities.

Award Winning Public Relations and Marketing
Scott Lorenz has earned many awards for his advertising and marketing campaigns. In 1984, Michigan Governor James Blanchard named him Ambassador of Tourism for his outstanding contributions to Michigan Tourism. Those efforts included the creation of the International Plymouth Ice Sculpture Spectacular and the Mayflower Hotel Hot Air Balloon Festival, together attracting 500,000 people annually. His Canadian "$ at Par" promotion created a media blitz of his small community of Plymouth where more than $1,000,000 worth of public relations was generated for a very simple idea - accepting Canadian dollars at-par in retail shops on a community-wide

In a typical book marketing campaign, Westwind Communications targets book reviewers at magazines, newspapers, and electronic media across the U.S. "Because our contacts in the media are exceptionally good," explains Lorenz, "we have a high success rate with frequent placements. I develop and nurture relationships with writers, editors and producers so they trust me when I give them a story idea."

Westwind Communications also works with authors to uncover interesting 'angles' about them personally and about the book itself and then pitches those ideas to the media. "With thousands of media outlets, this is a very time-consuming and daunting task," says Lorenz. "Unless an author has someone skilled in book marketing promoting their book, this potential best-seller is just one of a million books lost on the shelves of Borders, Barnes and Noble, and in the "ether" of"

The importance of using a book promotion or marketing professional is stressed by Eric Kampmann, president of MidTown Trade Books which handles book distribution for authors, when he commented: "Of course, there are many reasons why a book might become a success or even a bestseller, but we believe that the single best investment for you is an effective publicist."

"At a recent conference in New York City, the producers of the Today Show and Good Morning America said they each receive about 75 books every day!" says Lorenz, who has met and maintained contact with these producers, "With those incredible numbers, unless an author has a PR person working for them it is unlikely their book will ever cut through the clutter to get on the radar screen."

Lorenz will use one approach when pitching book reviewers at national media, producers and assistant producers of national television shows, and a different approach when promoting books via the radio or Internet. All approaches produce results.

Westwind Communications' clients have been featured by Good Morning America, CNN, ABC Nightly News, The New York Times, Nightline, TIME, PBS, Los Angeles Times, USA Today, Investor's Business Daily, Wall Street Journal, Washington Post, Family Circle, Woman's World, and Entrepreneur, to name a few.

"We create and implement marketing, advertising, and communications strategies for a wide variety of authors," explains Lorenz. "Westwind Communications excels at helping authors get all the publicity they deserve and more."

To discuss how Westwind Communications helps authors get all the publicity they deserve and more, contact or call 734-667-2090 or visit:


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