Secrets of a Book Marketing Wizard Part III: Working with the Media

The third part in a series dedicated to revealing the secrets of Irwin Zucker's legendary book marketing success.

(PRWEB) September 30, 2005 -- As an aspiring author, like the legendary Icarus, I have personally touched the clouds several times only to wind up plunging to the Earth. When I became a talk show host, I worked with the book marketing wizard, Irwin Zucker, who has been in the book publicity business since the 1950s. Later, he worked with me directly promoting, Winch, the autobiography of legendary ventriloquist and inventor, Paul Winchell. Using my experience in radio and following Irwins methodical booking procedures, we were very successful in booking Paul Winchell or many radio shows. Unfortunately, Pauls illness and untimely death impeded the full marketing of his book. I wanted to get a glimpse of the whole process so I asked the master. Was radio the best way to promote a show?

This is what Irwin told me, Actually not. Radio is a very good medium mind you for steady, progressive publicity. But for massive exposure, nothing beats a national TV show like Oprah's. We all want that and other hot TV shows. Good local TV shows are needed as well and the news segments of TV stations mean a lot to gain sales."

What then is the value of radio? Radio is very, very important because you get more time with this medium and you can rise to the occasion with your viewpoints. Interviews in daily papers are also essential as well as book reviews. I think a good balance of radio, TV & print can generate sales on a book that really has it between the covers."

The caveat is: You can't make a lousy book a best-seller no matter how intensive the PR might be. In the end the public tells us whether a book is good or not---based on sales. Thats the reality. Youve got to have the product to win this type of ballgame."

So, suppose you are a new author, wouldnt it be nice to talk to some actual authors who mastered the game and were willing to share their secrets? Believe it or not, there is a way to be personally mentored by these rare jewels of book marketing stardom. For instance, if you visit www.smallseminars.com, you can find out how to meet Internet guru, Matt Bacak, the marketing genius whose book, The Powerful Promoter, became a best seller in a little over four hours. Or how about Mark Victor Hanson, who co-created the acclaimed Chicken Soup series, which has sold to date over 90 million copies?

Irwin Zucker founded Book Publicists of So. Calif. in 1976 and was the president for 18 years. He is now President Emeritus of the organization. The IRWIN Awards (now in its 11th year) were created in his honor. The title, IRWIN, also stands as an acronym for Industry Recognition for Writers In the News. If you have a book that needs promoting and you are ready to work with the masters, contact Irwin Zucker at Promotions in Motion at his Hollywood office at 323-461-3921 or email him at irwinzuckerpr@aol.com

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