Did you know that when you promote your book by getting interviewed by radio and television show hosts, or even by speaking to live groups, you should never try to sell your book? That fact represents on of the most important things I learned in my first sessions with media coach Michael Ray Dresser, host of the well-known radio talk show Dresser After Dark.
In fact, you are selling your book, but not by actually telling the audience to buy it. You sell your book by helping the audience feel emotionally connected to you and to the message in your book. You make them feel they want your book because it answers a question, solves a problem or fills a desire they have.
How do you accomplish these things? By telling stories. You tell stories about yourself. You tell stories about the people who have used the process you’ve written about in your book. You tell stories about the people who have achieved success, solved problems, answered questions, filled desires by using the techniques or tools included in the pages of your book.
Then your audience—those listening to the radio or television show or the people sitting in chairs at an event at which you are speaking—will get up and buy your book. Why? Because they not only hear what you are saying but they resonate with the stories you have told. They see themselves in the stories, put themselves in your place or in the place of the people you have described. They feel connected emotionally to you and to the people you have described.
That’s what I learned: Promoting your book via any type of speaking has nothing to do with your book or you.