|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
The first edition of Heart of the Healer sold some 60,000 copies in all editions. Taking a snapshot of the most cutting-edge ideas in healing today, by many of the best-known, celebrity best-selling authors in the field, The Heart of Healing is expected to do at least as well.
The editor will coordinate a substantial promotional push for the new book as outlined below. In addition, many of the co-authors, whose books collectively have sold over 50 million copies, will put the book on their web sites, offer it for sale at their public appearances, and otherwise encourage sales.
1. The editor will mail review copies to the co-authors for distribution to opinion leaders in their fields.
2. The editor will send direct mail pieces to 3,700 genre-specific newspaper reviewers, 4,500 genre-specific bookstore buyers, and 2,500 genre-specific acquisition librarians with budgets of $25,000 or more.
3. A direct mail piece will be sent to 4,000 public libraries.
4. The editor will send a direct mail piece to 2,200 book reviewers with bounce-back cards soliciting review copies.
5. Many of the leading figures in the health field know and affectionately recall the first edition of Heart of the Healer. The author plans to contact them, and ask them in include the book in their presentations and to sell copies of the book from the back of the room.
The editor will engage Jill Lublin, who has represented several best-selling authors such as Jay Conrad Levinson (Guerilla Marketing), Dottie Walters (Speak and Grow Rich) Gabriel Cousens (Conscious Eating), Shakti Gawain (Creative Visualization) Timothy Leary (The Politics of Ecstasy), and Ram Dass (Still Here) to direct his promotional efforts to national media outlets. Jill Lublin will supervise the preparation of a full length press kit including:
- · Press Release
- · Biographical Information Sheet of Key Coauthors
- · Sample Interview Questions for Editor
- · Sample Chapter
- · Full color book flyer
- · Newspaper clippings, reprinted articles
National media to be approached include:
- · The top 20 pre-publication media such as Publisher's Weekly, Library Journal, ALA Booklist, Kirkus Reviews and so on.
- · 40 Top National Print Media. e.g. Time, Newsweek and US News magazine, Parade, and so on. Feature articles and book reviews.
- · 20 Top National TV shows, e.g. 20/20, Oprah, Good Morning America, and so on. Editor appearances.
- · 10 Top Syndicated Radio Shows, e.g. AP Syndication, Teri Gross, Comcast Radio, Reuters Radio, Pacifica, and so on. Editor interviews.
- · BEA and ALA conventions to arrange editor signings.
- · NAPRA, New Age Expo, Natural Products Expo East and West, New Hope, New Life, and other expos. Editor workshops and talks.
1. A talented publicity expert, Sandrine Weinstein, former publicist for Future Medicine Publishing/Alternative Medicine Publishing Group, will make follow up calls and regional bookings for the editor. Sandrine will initiates pitches to regional media in tour areas, smaller circulation but highly targeted media, and leads from other authors.
2. Sandrine will also book the author on radio shows sourced through the Gebbie Press publicity database, and to set up pre-recorded ten minute, 25 minute and 50 minute interviews with the editor.
3. The editor will place an ad in Radio/TV Interview Report to announce his availability as an interviewee.
4. The editor will solicit periodicals, journals, newsletters, and newspapers to print free excerpts from the book. Sandrine will offer chapters from the book as a free syndicated column to supply to print media.
5. Targeted media include such publications as Men's Health, Cosmopolitan, GQ, Body, Mind & Spirit magazine, Magical Blend magazine, Yoga Journal, Mother Jones, Common Ground, Alternative Medicine, Body & Soul, Energy Times, Health, LOHAS Journal, Mother Earth News, Mothering, O The Oprah Magazine, Open Exchange, Sedona Journal of Emergence, Spirituality and Health, Total Health, Utne Reader, What is Enlightenment?, Whole Earth, Yes!, and others.
1. The editor will approach sites that are already getting millions of visitors a day, and get visibility on them. He will offer chapters from the book as a weekly column on portals like Yahoo Health, WebMD, OnHealth.com, CNN Daily and so on, as well as posting chapters on the web sites of targeted periodicals such as those mentioned above.
2. The editor plans to use Steve O'Keefe, author of The Complete Guide to Internet Publicity, or another publicist with knowledge of the on-line marketplace, to solicit placement in highly targeted newsgroups. For example, he will seek newsgroups and on-line communities focusing on wellness, alternative medicine, and research.
3. An in-house e mail list has been begun by the editor and will be updated as the above on-line endeavors bear fruit.
4. The editor has set up a dedicated web site for the book at http://www.NewHealer.com. As the site is developed, it will incorporate the best practices of book web sites, and an on-line version of the press package. Other giveaway files will include sample chapters and ordering instructions. These giveaway files will be uploaded as text to AOL and Compuserve libraries.
5. On-line press releases will be sent out by the editor through the major services such as Flash News Service, PR Newswire, and PR Leads.
6. A database of journalist's e mail addresses has been purchased by the editor and a brief pitch will be made to them directing them to the on-line press release.
7. Sandrine will follow up publicity leads generated by the journalists' e mail campaign, while major media leads will be passed to Jill Lublin for follow-up.
8. Colleagues will be asked to post reviews for the book on Amazon.com and BN.com.
9. Contacts will be asked to notify relevant web sites, asking them to link to the site http://www.NewHealer.com. They are given permission to reprint any of the information on the site.