In one of the most popular videos on my YouTube channel, Book Marketing Pro, I explain how to create message points that grab the attention of both readers and the media.
Message points are the backbone of any successful publicity campaign and should be used to build your website; develop your social media posts; generate media attention; and guide your conversation during your interviews. When you commit to using your message points, prospective readers will know what makes your book special and relevant to them.
Below are three steps that my team and I use to create meaningful message points:
- Think about what makes your book special. What makes it one of a kind? Did you have access to confidential information that others don’t have? Do you have a unique backstory that gives you an unusual perspective? Did you draw heavily on insights you’ve gained as a consultant or advisor to newsmakers, major companies, or other organizations that readers want to know about?
- Identify your book’s big idea. What is the major concept that your book is built on? Imagine, for example, that you’ve written a book about stress.Your basic message might be that stress is not just an emotional state, it’s also physical. You would then show why this is important and explain how it impacts people’s lives. To broaden your messaging, you would develop 4 or 5 additional points that align with the book’s big idea.
- Put your book into the context of a current event or a pain point that people are experiencing now. Using the book about stress as an example, you can connect the book to the traumatic changes that people have experienced after a year of pandemic living – and show how your book will help them feel better and move forward.
The reason that message points are so important is that they not only pinpoint the significance of your book, but they keep you on track so that your target audience will have a clear understanding of why they should care about and read what you’ve written.
You can learn more about creating message points by visiting our website: www.wesmanpr.com.
