I recently came across a course of his that’s geared specifically to helping authors find and prepare for media appearances. It’s called “Media Training for Authors: Promote Your Book in the News.”
Of course, from the author’s perspective, media appearances are about selling more books. Right?
TJ is quick to affirm that if you approach the media from that standpoint, you’re going to get nowhere fast.
Nobody cares about your book!
At least, not anyone beyond you or your family and friends.
So, how do you go about securing media appearances when your ultimate goal is to sell more books?
TJ advises in this course that you don’t make it about the book. Make it about the knowledge and expertise that you have to offer to the media outlet and their audience.
I could say a lot of the standard boilerplate stuff about what makes for a good course here. Insert it all. It applies! The production quality is good. The presenter knows his material. He has all the bases covered in terms of what you’d need to know to successfully pull off your first media appearance. It’s all right there.
What makes this course so good?
What I especially liked about TJ’s content was that he designed the course to be more than just a series of lectures with associated quizzes. Instead, he invites, nay, urges, you to stop the videos and practice what he’s just taught.
The only way to improve your on-screen experiences is to practice being on-screen. So, he gives you a variety of exercises to do through which you grow and learn how to become more appealing to media producers. He’ll even provide feedback on your video if you post it in the discussion area.
TJ also teaches you about finding a hook that captures the attention of producers and appeals to their sense of curiosity. These creative news hooks make it easier for you to get what you ultimately want, which is the exposure that a particular media outlet can give you and your book.
Since publishing this post, TJ has offered my readers
an exclusive discount on his course!
Normally priced at $297, you can buy it for just $9!
You’re not always going to be able to work the book into your interview. There will be times when the most you can hope for is the “soft sell” that goes along with having your book mentioned in your bio for the show. But that’s okay. It’s another piece of content that adds to the publicity of who you are and what you’re about.
One of the key take-aways of the media training course was that producers aren’t going to care so much about your authorship as they do about your expertise.
Now, for non-fiction writers, hopefully you’ve written a book that taps into your area of expertise and your media appearances can easily be pointed back to your book.
When it comes to fiction authors, your expertise may be less closely related to the subject of your book. Perhaps it’s about a specific time-period (the one in which your book is set) or about a given marketing strategy.
Regardless, the media is going to be more interested in your expertise, so figure out what that is and how to clearly communicate it to the producers you reach out to.
The more you make your expertise available to the producers and valuable to them, the more likely they are to mention your book. But it has to be about them and their needs first.
This is just one of the many valuable things TJ has to share in this course. He’s been training people to become better speakers and make the media impact they desire since 1984. So he’s not just some fly-by-night “expert” who decided to post a course on Udemy to see what happens.
He backs his course with his own personal guarantee.
If you take the course, consume all the media training content, and do the exercises that he sets out for you to do, and you still haven’t seen the results you’re after, he will give you one full day of his personal coaching for free. That’s essentially a $10,000 guarantee (the cost of a full day of one-on-one coaching with him).
Of course, you have to put in the work. You have to watch the course, do the exercises, follow through on what he tells you to do. But if, after all of that, you’re still not “getting it,” he’ll help you figure it out.
How’s that for a guarantee?
And, if you have questions at any time during the course, just post your question and he will create a video response for you. The sad thing, in my opinion, is how few people are actually taking advantage of his offer thus far! There are currently 1854 people enrolled in the course, but only 2 or 3 people have actually posted a question asking for feedback.
So, what does the course cover?
TJ teaches you how to:
- look your best on TV
- prepare your messaging
- answer questions
- speak in sound bites
- eliminate nerves
- determine if your interview was effective
- conduct satellite interviews
- avoid the top three media mistakes
- how to avoid saying “um” and “uh”
… and more!
“Media Training for Authors” consists of over 100 lectures (13.5 hours of content!), as well as bonus interviews with publishing legend Dan Poynter, and access to 5 of TJ’s books on public speaking and media training. And if you buy this course using my special coupon code “taraisgreat,” it’s only $9!
Or you can become the media yourself…
He even gets into how to “become the media” if you’re interested in taking that approach to creating publicity. His position is, the more media exposure you get, the easier it is to sell books.
I asked my friend and NYT best-selling author, Jeffrey Hayzlett, whether he agreed that creating your own media works effectively, since he hosts the C-Suite TV Show “Mind Your Own Business,” and his response was:
“If you want to sell books, the best thing to do is have an engaged community. Now if that is your own show—with lots of viewers—then yes. A mailing list of fans and friends, a social media network where you share and have folks interacting. Then all other activations are a big plus—getting on TV, RADIO, REVIEWS, podcasts, book signings—ALL of it. BUT its only good if you activate it to a network or engaged community.”
Could it get any easier?
TJ’s course isn’t going to teach you how to create that engaged community, but it is going to show you how to come off looking and sounding your best, and that’s a great place to start. I highly recommend that you buy your copy now!
And, hey… While you’re at it, you may find my own LinkedIn Mastery courses effective in helping you build that engaged community. Just enter the coupon code “MediaTraining” in any of my courses to receive a discounted price.