Unlock The Secrets To Successful Book Promotion With Insights From A Leading Publicist
Scott Lorenz shares expert advice on book titling, publicity strategies, and leveraging digital media to enhance book visibility and sales, empowering authors to reach their target audiences effectively.
Scott Lorenz, a distinguished book publicist and President of Westwind Communications, has carved a niche in the literary world by expertly guiding authors through the complex landscape of book promotion. With a career dedicated to amplifying the voices of both bestselling and self-published authors, Lorenz has become a beacon for those seeking to elevate their literary works to new heights. His impressive portfolio includes collaborations with a diverse array of authors, from CEOs and CIA Officers to homemakers and adventurers, showcasing his unparalleled ability to tailor publicity strategies to fit any genre or narrative. Lorenz’s clients have graced the pages and screens of prestigious media outlets such as Good Morning America, CNN, and The New York Times, a testament to his skill in securing high-profile exposure.
In this insightful interview, Lorenz shares his expertise on the art of book titling, the evolving landscape of book publicity, and the strategies that have proven most effective in today’s digital age. His passion for helping authors succeed is evident as he discusses common pitfalls in book marketing and offers invaluable advice for self-published authors striving to capture media attention. Through his innovative approach and dedication to his craft, Scott Lorenz continues to inspire and empower authors, ensuring their stories reach the audiences they deserve.
“Scott Lorenz is a visionary publicist, transforming authors’ careers with innovative strategies and unparalleled dedication to their success.”
– EDITOR, READER’S HOUSE
What are some of the most common mistakes authors make when choosing a book title, and how can they avoid them?
Authors must create a memorable title. If people can’t remember it, they won’t buy it.
The title needs to describe what the book is about. You can also do that with subtitles, or the cover design. Then authors must put themselves in the shoes of the potential buyer and ask, “What would someone type into the search bar on Amazon or Google to find your book?” One more item. If you have a 15-word title you have not properly titled your book.
“Authors must create a memorable title. If people can’t remember it, they won’t buy it.” – Scott Lorenz
Can you share a success story where a title change significantly impacted a book’s sales or visibility? An author came to my book marketing firm after he published his book complaining about low sales. It had a wordy title, and several 1- and 2-star reviews. (even his mother-in-law wrote a bad review!) We suggested that he shorten up the tile, remove some of the busy cover artwork and I asked a copy editor to correct the numerous errors in the book. After he republished it, we scheduled him on dozens of radio shows, podcasts and TV interviews. There was a time where you could literally watch the number of reviews go up while watching the review count on Amazon. He has sold thousands of books and has nearly 5,000 reviews alone and is still going strong. The best part is a sequel is on the way. The topic? History.
“Every book has an audience. It’s the author’s job to find them.” – Scott Lorenz
How do you approach the challenge of promoting books from such a diverse range of authors and genres? Every book has an audience. It’s the author’s job to find them. Some books are obvious like a business biography or a romance book. Business books are read by executives and college students. Romance fans read dozens of romance titles every year. Both audiences seek their favorite genre and read them one after the other. When we promote certain Sci-Fi books, we know who is interested in interviewing the sci-fi authors on their shows, podcasts or magazines. Some political books are perfect for the editorial page of newspapers, so we’ll write an appropriate editorial piece with the preferred number of words and submit it. When it comes to medical books there’s a specialty niche for that audience too and we know how to go after them as well.
What role does keyword research play in the process of selecting a book title, and what tools or strategies do you recommend for authors? I use a multi-prong book titling strategy with high-tech tools, researching bestsellers by genre and choosing ‘title keywords’ which get a book ranked on search engines and Amazon. I also recommend that authors consider the use of numbers, alliteration, and idioms in the quest for the perfect book title. Keywords are critical and they are often not the words you think! We use Publisher Rocket, which offers key word research and competitor analysis inside the book industry. For a wider audience we use Google Keyword Planner.
“Keywords are critical and they are often not the words you think!” – Scott Lorenz
How has the landscape of book publicity changed with the rise of digital media, and what strategies do you find most effective today? Back in the day we sent snail mail to the media outlets. Then the fax machine was the latest and greatest, then email. Now we use social media like (Twitter (X), META, and LinkedIn to reach out to reviewers, reporters, and news outlets. The phone is making a comeback too. Nothing works forever and since COVID, people are not in the office like they use to be, and people don’t actually answer the phones anymore… It’s a major effort to get coverage and that’s why I am in business. We know what needs to be done and who to reach and how to reach them. Relationships help, but in the end, you have to offer a compelling reason to get coverage.
What advice would you give to self-published authors who are trying to gain media attention for their books? Do something significant. Reveal something interesting, groundbreaking and compelling. If you have a fictional book, how does it tie into the news of the day? October is Breast Cancer Awareness month in the USA and Europe. Does your book tie in? If you have a cookbook people are always looking for a recipe for a dish to bring to family gatherings at the holidays. Offer to do a cooking segment on a TV show. The TV studios LOVE those segments.
