There are many aspects to launching your book and creating awareness, tip sheets are a must-have element to include in your marketing strategy.
Launching your book, or gaining exposure through media outlets can give you immediate results and boost not only your sales, but your profile as an author. When you have toiled for months and years writing your novel and honing it into a masterpiece, you would want it to have the best possible chance to become a commercial success. You can outsource this kind of task to a publicity or PR firm, blast it on social media. However, creating a tip sheet for release to the media can save you some big dollars and give your marketing schedule a massive boost.
I know numerous authors who have created their own tip sheets, and implemented them with local media outlets and seen immediate results. Below is information I have collated from several sources and examples to help you create and implement your own tip sheet for your book launch, or increase exposure in conjunction with a special offer.
What’s a tip sheet?
A tip sheet is a short publication intended for media outlets containing the latest information, anecdotes, theme-related content, and quotations pertaining to your book, usually in easy-to-read bullet form.
It is similar to a press release – a self-contained story focused around elements of interest from the book (not the book directly) that can be run as-is for the media bodies
Generally tip sheets showcase a novel’s content, theme, message, or author related subjects, while getting the book title in front of the target demographic.
Tip sheet topics and elements
If you hire a PR company or publicist they will do all the hard yards for you and provide a proof for approval before release, but if you want to save some bucks and tackle this yourself, here’s some examples of things you could include. Don’t throw everything and the kitchen sink in your tip sheet, keep it succinct, on topic, and easy to read.
A must is an attention grabbing headline. Something that will not only peak the interest of the media outlets, but also your target audience. It should directly lead to the topic you are discussing in your tip sheet information.
Have an opening paragraph that introduces your topic, or raises a problem/issue that your are going to provide solutions for.
Don’t forget to have a concluding paragraph with information about you, the author, and your book (and it’s release date.)
Here are some ideas to prompt you in crafting your tip sheet:
- Providing factual or historical information on what your book is about/ where it is set
- A unique anecdote about the author, or material/themes from the novel
- Solve a problem that is introduced in the book in some way, or something that the author overcome to write the book.
- How topics or themes in your book relate to trending news stories.
- Something that is unique about you, or your book.
- A top 10 tips list
The list is endless, it’s about hooking the interest of your reader – but remember a tip sheet is not directly about your book, it’s a publicity tool that relates to your book. We’re not spruiking ‘buy my book because it is a fun read with great magical elements and a tough-as-nails protagonist.’ Instead we are creating ambient buzz. For instance, you could be discussing the influence of pop culture on the rise of wicca from tv shows like ‘Charmed’ and ‘Buffy’… and then mention at the end of your discussion how your interest in this topic lead you to writing a unique magic system for your novel.
Breaking it down
Think of a tip sheet like a news or magazine article – a catchy headline. Click-baity. On-trend words and phrases. What titles grab your attention when skimming the newspaper, what blog article headlines do you click on when browsing the internet? Pay close attention to those elements and you’ll have a roadmap to creating a great headline.
In that opening paragraph when you state what this story/tip sheet is about – use facts, statistics, and/or quotes to ground your article. This shows you are coming from a place of knowledge. An expert.
A well researched tip sheet is a successful one. It lets the media outlets your pitching to sound like experts too. The less work the journalists, presenters, or bloggers have to do, the better. They are usually time-poor, so the less preparation they have to do, the better your chances are for them picking up and running with your story.
Provide a quote from yourself, or someone else (cite sources) that add something new to the story – a new fact or perspective, a twist, or even inject some humour.
INTRODUCE your tip sheet topics in one sentence.
TIP SHEET Topics
List your tip sheet topics in bullet form, short, to-the-point and easy to read.
The final paragraph ties everything up with two or three factual sentences about the author and the book.
Here’s some examples of what a tip sheet looks like to get you started on creating your own:
4th September 2020
FRIENDS AND FAMILY FOR CANCER… AUTHOR JENNIFER DUGGAN TAKES PART IN A VARIETY SHOW TO RAISE FUNDS FOR THE CANCER COUNCIL
On the 20th of November the Town Hall will be transformed into the glitziest venue in the city for a charitable variety comedy show to raise funds for cancer sufferers. Author Jennifer Duggan brings her unique style of stand-up in a star-studded event. Miss Duggan asks that the audience make a donation upon entry for the Cancer Council.
Audiences will see six performers, Jennifer Duggan, Michael Plott, Michelle Foley, Frederick Grainger, Kate Millichamp, and Doug Deep bring the funny in ten minute sets, with drag sensation Willma Fingerdo as MC for the night.
With her cutting and sarcastic wit Jennifer Duggan has paved a successful career with her comedy stylings, and with one her sister currently diagnosed with Non-Hodgkins Lympoma, Jennifer Duggan follows her passion of stand-up and raising money to help those like her sister who are fighting cancer.
The Olivia Newton John Foundation states that “We all know at least one person who has been affected either directly, or indirectly by cancer.” With members of the foundation in attendance along with some support staff from the local hospitals oncology ward.
Jennifer Duggan has said “It’s important we get the funds needed to fight this thing that is taking so many members of our family. Research into a cure is paramount. Nobody wants to be sick. Being able to laugh in a time of such difficulty has been important for me and my sister, so I wanted to share that with everyone. That’s why I’m taking part in this variety show. It’s a topic that is near and dear to my heart.”
Jennifer Duggan also has a memoir being released on 5th December that further showcases her humour and anecdotes of growing up in Australia and a behind the scenes look at the world of stand-up comedy.
Don’t miss all the action on the 20th of November at the Town Hall. Come down and support our local artists and raise money for our fight against cancer with all proceeds going to the Cancer Council. Doors open at 7pm. Visit http://www.jenniferduggan.com.au for more information.
For further details, interview or photographic opportunities please contact:
Contact: Jane Doe, 555-727-3910, Janetheauthor@janedoebooks.com
Nine tips for writing op-eds that get published
ROCHESTER, NY – November 15, 2014 – Op-eds – essays that appear opposite the editorial pages of newspapers – are powerful communications tools for nonprofit organizations working to influence public policy or initiate change. But one communicator says that too many local nonprofits miss some of their best opportunities to inform readers through these opinionated essays.
“National headline news stories give nonprofits the hook their opinion pieces need to catch an editorial page editor’s attention, but nonprofits don’t always take advantage of this because they can’t react quickly enough to write and place an essay when it’s still timely,” says Jane Doe, author of Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth, and Contributions (Kaplan Publishing).
Jane Doe recommends having at least one op-ed written in advance to use when a news event brings the op-ed’s topic to the public’s attention. She cites recent headlines as examples: The latest celebrity starting a family before getting married creates a news peg for pro-family organizations while a weather disaster provides a hook for groups helping businesses and individuals prepare for disasters.
Jane Doe’s book offers these nine tips for writing effective op-eds you can update according to the news story for immediate publication:
· Introduce yourself to your newspaper’s op-ed page editor by telephone or e-mail and request the publication’s op-ed guidelines. Then follow them.
· Determine your goal. What do you want to achieve through your op-ed? Do you want people to behave differently or take a specific action? Keep this goal in mind as you write.
· Select one message to communicate. Op-eds are short – typically no more than 800 words – so you have room to make just one good point.
· Be controversial. Editors like essays with strong opinions that will spark conversation.
· Illustrate how the topic or issue affects readers. Put a face on the issue by starting your essay with the story of somebody who has been affected or begin with an attention-getting statistic.
· Describe the problem and why it exists. This is often where you can address the opposing viewpoint and explain your group’s perspective.
· Offer your solution to the problem and explain why it’s the best option.
· Conclude on a strong note by repeating your message or stating a call to action.
· Add one or two sentences at the end that describe your credentials as they relate to the topic.
“With this approach, when your issue is suddenly making headlines, you can write an introduction that connects the news to your essay and e-mail it to the editor quickly,” adds Miss Doe.
Publicity for Nonprofits: Generating Media Exposure that Leads to Awareness, Growth, and Contributions is available at neighborhood and online booksellers or by calling 800-245-BOOK. For more information, go to http://www.nonprofitpublicity.com.
- Simply substitute in your details, quotes, resources, and information and there you go!
Useful hints to remember when creating your tip sheet:
Remember to look at a plethora of newspaper and magazine articles before writing the tip sheet. The news writing style is informal and factual.
A tip sheet is commonly written to help people solve a problem. State a problem . . . offer your solutions.
Offer an incentive or reason to buy your book.
Promote something important or unique in your story.
How to use tip sheets
Distribute tip sheets to media outlets that would be interested in the content.
There are interesting tutorials on skillshare.com about this if you need more of a visual learning aid, coming from people who successfully use what they are discussing. You can pay for a month’s subscription for a small investment in your career, get what you need, and cancel the service.
There is information on media outlet websites with guidelines on how to submit your material, so be sure to check those out before emailing. Make sure that your story is similar to the types of articles they frequently publish.
Alternatively there are services like eReleases that can help.
Welp, I hope there’s enough information here to get you started. And remember, tip sheets are just an aspect of your book launch, or growing your author profile. You should calendar out your book launch and use tip sheets in conjunction with many other activities like social media marketing, book signings, talks, interviews, blog tours…. start building your marketing schedule today!
© Casey Carlisle 2020. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Casey Carlisle with appropriate and specific direction to the original content.