While traditional publishing still plays a role, today’s nonfiction authors are building thriving book campaigns through strategic sponsorships and well-executed crowdfunding.
For many authors, that means navigating entirely new territory.
These strategies aren’t just about raising money. They’re about building relationships, growing your platform, and validating your message before the book even hits the shelf.
That’s why our most recent Twin Flames Studios expert panel tackled this topic head-on. I was joined by Charmaine Hammond and Victoria Bennett, two industry leaders with deep experience helping authors and creators turn ideas into funded realities.
Here’s what we uncovered, and what it means for your next project.
What's the Difference Between Sponsorship and Crowdfunding?
These two strategies often get lumped together, but they couldn’t be more different in how they function and how you use them.
Sponsorship is a marketing relationship where a brand supports your project in exchange for visibility, access to your audience, or strategic alignment. “A sponsor is contributing because they want access to your audience, or there's an aligned vision, or a synergy that exists.” – Charmaine Hammond
Crowdfunding involves asking your audience to financially support your book in exchange for early access or rewards. “It’s so much more than the money. It’s proof of concept, a way to energize your community, and a marketing campaign all in one.” – Victoria Bennett
They’re both powerful – but the key is knowing which one supports the goals of your specific book.
When Should You Use Each One?
If you’re launching a book tour, want to secure bulk buys, or need additional support services, sponsorship can be a powerful accelerator.
Charmaine shared the story of how her Million Acts of Kindness tour landed over 40 sponsors – including hotels, telecoms, and even her dog’s food.
“The first 40 sponsors were people I knew: my hairstylist, my eye doctor. People said, ‘How can I get involved?’”
On the other hand, crowdfunding is often best when you need upfront capital to pay for publishing, design, or marketing expenses and to gauge interest from your core audience.
“Data is king, but clarity is queen,” Victoria reminded us.
Before you even think about launching, you need to know:
Why this book? Why now? Who's going to care?
Do's and Don'ts of Getting Funded
What to Do:
Start small and close. “Begin with 25–50 people you know personally. Warm them up first and ask them to be your foundation.” – Victoria Bennett
Pitch partnership, not pity. “Sponsorship is not charity. You’re offering value, visibility, and a meaningful relationship.” – Charmaine Hammond
Create clear, meaningful reward tiers. “Keep crowdfunding rewards simple. 4 to 7 levels is ideal. And skip the T-shirts, they kill your margins.” – Victoria Bennett
Build real ROI for sponsors. “Think beyond logos. Some sponsors want a warm intro more than anything else.” – Charmaine Hammond
What to Avoid:
Cold pitching. “Build relationships first, then present a proposal. – Charmaine Hammond
Launching without prep. “Give yourself 90 days of prep. Most failed crowdfunding campaigns skip this step and pay the price.” – Victoria Bennett
Overcomplicating your ask. Clarity in both sponsorship and crowdfunding builds trust. Confusion kills momentum.
Turning Support Into Real Growth
Raising money is just the first step. Whether your backers are individuals or brands, what matters most is how you turn those connections into long-term support.
That means:
Having a clear next step
Making it easy for people to stay engaged
Repurposing your campaign content into long-term marketing
Victoria reminded us that clarity and planning are everything:
Google Docs + Airtable – To organize outreach, reward tiers, and communication
LinkedIn – For sponsor prospecting and warm intros
Also, check out our Author Resource Directory to connect with vetted experts who can help you build your campaign and your brand.
The bottom line? Both crowdfunding and sponsorship can work – when you approach them with intention.
Know your goals. Lead with value. Build relationships that last longer than a single campaign.
And remember: your book isn’t just a product. It’s a platform. When you fund it with clarity and connection, you’re not just publishing – you’re building a movement.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
What works… and how to define success on your own terms.
ROI is not one-size-fits-all, and it involves more than downloads or book sales (though those are an important piece of the puzzle).
Rather, we find it more useful to explore the dance between podcasting and publishing—and how these two platforms work together to create long-term results that last.
That’s the conversation we had during this month’s Twin Flames Studios Expert Panel, where I hosted three wonderful multi-medium experts: Traci DeForge,Michelle Fishering, and Alex Sanfilippo.
Together, we shed some light on how to combine your efforts to create flow, ease, visibility, speaking opportunities, and success that endures.
Your Podcast Will Write Your Book (When You’re Ready)
Books and podcasts complement each other perfectly.
Even worse, missing the connection between these two foundational pieces of content is a fast path to burnout and missed opportunities.
Traci DeForge laid it out clearly as a guest on a recent expert panel: your podcast should feed your book.
Each one of your episodes gives you an opportunity to test and explore key concepts for your outline and writing process
Your audience will give you feedback in real time
When your book is ready (or if it’s already available), your first chapter will become an important lead magnet
“I can see no reason to separate them and probably a million reasons to connect them.” – Traci DeForge
This kind of cross-pollination and cross-promotion is what builds real momentum with FAR less work.
Michelle Fishering echoed the value of dual-purpose platforms:
“Podcasting and books are the foundation of your relational ecosystem. It can grow exponentially when you put the two together, whether it’s the podcast feeding the book creation or the book driving people to the podcast.”
And when you’re not sure what your book should cover?
Let your interviews guide you.
“These two things go together really well when it comes to fleshing out ideas.” – Alex Sanfilippo
Looking Beyond the Downloads
Downloads, subscribers, and book sales matter. But they don’t tell the whole story.
Predicting and understanding your results comes from a variety of different sources when combining your book and podcast into a unified strategy.
Alex recommended looking at completion rates – did they finish the episode? If not, your message may not be landing.
“Ask yourself: Am I telling stories that people want to hear? Is it resonating with them?” – Alex Sanfilippo
Traci added that intimacy beats vanity:
“A very small but highly engaged audience can actually turn into more conversations in some cases than the larger audiences.”
And Michelle reminded us that success should be custom-fit:
“I cannot tell you the number of clients I've sat down with, and we've taken their end goal, and we create metrics that make sense for them.”
Whether your goal is for your book or podcast to get you speaking gigs, grow your email list, or drive partnership referrals – then those are the critical ROI numbers to watch.
How to Move the Needle (Without Turning Into a Promo Machine)
Want your content to convert?
Keep it simple.
Don’t list every offer or jam your URL into every sentence.
“You want to make sure that your URL, for example, is very clear. Don't make one that's completely different from how audiences already know you.” – Traci DeForge
Alex shared a fresh example:
“I've more recently seen some authors doing miniature quizzes to determine if the book is a good read for you. Follow that up with next steps and resources.”
When you’re feeling awkward promoting your book or services in a podcast interview, this approach keeps it audience-first and makes conversion natural.
Your Content is Always Working
Nothing you create should ever be one-and-done.
Michelle put it beautifully:
“A podcast is a conversation – essentially what a good book is as well. I want to be able to go back and consume that material in a different format, but with rigor and intensity.”
That’s the power of a well-designed podcast episode, book, or audiobook: it sticks. It invites replays and re-reads. It earns attention over time.
Our advice?
Repurpose everything.
Turn interviews into articles, chapters into reels, or transcripts into social posts.
Respect the time you’ve already invested – your audience will, too.
One Brilliant Tip for Post-Launch ROI
“Your book should be part of a three-legged strategy: hosting, guesting, and targeted podcast ads. That way, you tap into audiences that mirror the ones you’re targeting.” – Traci DeForge
When you treat your book like a media asset rather than just a product, it works a lot harder for you.
Let's Recap
To create direct ROI from your podcast and book content, here’s where to focus:
Podcast your book into existence (test ideas, get feedback, and build an audience)
Use interviews to drive action (with one clear call to action)
Track engagement (and be mindful about what drives it)
Let both platforms do the work (your book feeds your podcast, your podcast sells your book)
Repurpose everything (use what you already have and build from there)
You don’t need to do more.
You just need to stay consistent, connected, and let your content work for you.
Want in On Our Next Expert Panel?
Join our monthly series where we talk real-world publishing, visibility strategy, and the business of authorship – no fluff, just what’s working now. Reserve your spot here.
Final Thoughts
Your podcast and book aren't separate projects. They're two sides of the same strategy.
Forget chasing downloads or rankings.
Focus on what moves the needle both short and long-term:connection.
You've already created something meaningful. Let's make sure it gets the attention it deserves.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
You launched the book. You got the badge. You celebrated. Then… nothing happened.
In 2025, “bestseller” doesn’t mean what it used to—and for most authors using their book to build a brand or business, chasing that badge might be the wrong goal entirely.
That’s the conversation we had during this month’s Twin Flames Studios Expert Panel, where I hosted three brilliant voices in modern publishing: Jenn T. Grace, Melanie Herschorn, and Robbie Samuels.
What we uncovered was part myth-busting, part strategy reset—and 100% necessary if you want your book to keep working for you after launch day.
The Bestseller Badge: Still Useful? Or Past its Prime?
Let’s get real: authors still want that badge. It feels good. It looks impressive. But the real question is—what does it actually do?
“It’s a confidence boost, not a marketing plan.” — Melanie Herschorn
Getting the title of “bestselling author” can create credibility, especially with audiences who don’t know how the sausage is made. But as Jenn T. Grace reminded us:
“The average person doesn't know an author. So, when they meet one, and that person is a bestseller, they don’t know how it came to be.” — Jenn T. Grace
There’s no shame in leveraging the title—but it shouldn’t be the only strategy you rely on.
“Bestsellers should be the byproduct of a strategically done launch.” — Robbie Samuels
What Authors Should Focus on Instead
If you’re a coach, consultant, or expert using a book to grow your platform, our panel agreed on this: you need a strategy that creates long-term visibility—not just a short-term spike.
1. Build Your Email List
Your email list is your most powerful tool—and the only platform you truly own.
“You have full control over your mailing lists. They're safe, trackable, and you can do all kinds of sophisticated things with them down the road.” — Jenn T. Grace
Jenn shared how she built a two-year nurture sequence for readers who download book bonuses—proving that list growth is a long game, not just a launch-week task.
2. Prioritize Reviews Over Rankings
Amazon’s bestseller ribbon can vanish within hours. But verified reviews stay, build trust, and drive sales.
“Reviews are social proof that stick. They influence buyers, podcasters, and event organizers.” — Robbie Samuels
Focus on activating your audience to leave honest, verified reviews—especially during your soft launch or relaunch window.
3. Think Like a Platform, Not a Campaign
Your book isn’t a one-time event. It’s part of a larger visibility ecosystem.
“If you don’t have a marketing plan that already works, your book is like a rocket ship taking off and falling into the ocean.” — Melanie Herschorn
Create momentum that goes beyond the launch—opt-ins, evergreen content, speaking outreach, even second-edition or audiobook relaunches.
Where Bestseller Still Belongs
Bestseller status isn’t useless. But it should be one part of a bigger visibility strategy, not the whole goal.
“You can hit number one in some obscure category at 2am, but that doesn’t mean your book will do anything for your business.” — Robbie Samuels
Use it as a credibility tool—but only when it's supported by real outcomes like engagement, email list growth, or speaking leads.
Use Awards as an Authority Multiplier
If you want recognition that cuts through the noise, strategic awards may have more impact than a fleeting badge.
“If four of us wrote the same book, and one of us had ‘award-winning’ on the cover… that’s the one that would stand out.” — Jenn T. Grace
Choose awards judged by real people. Look at past winners. Submit strategically—and use any recognition as a long-term brand asset.
Your Book Still Has a Job to Do
One of my favorite moments in the conversation was this:
“Your book doesn’t fall off a cliff. As long as it’s an evergreen topic, you can keep marketing it—even if it was written three years ago.” — Melanie Herschorn
We see this all the time with our clients at Twin Flames Studios—especially those launching audiobooks years after their initial print release. With the right strategy, older books often perform better the second time around.
Let's Recap: What Actually Works in 2025
If you’re serious about using your book to grow your business, here’s where to focus:
Email list growth (and an automation plan behind it)
Verified reviews (collected during a soft launch or relaunch)
Speaking engagements (with a clear positioning and pitch)
Awards and recognition (strategically chosen and submitted)
Audiobook relaunches (as a second chance to make a first impression)
You don’t need to be perfect. You just need a real plan that keeps working long after your book goes live.
Want in On Our Next Expert Panel?
Join our monthly series where we talk real-world publishing, visibility strategy, and the business of authorship—no fluff, just what’s working now. Reserve your spot here.
Final Thoughts
Your book is more than content. It’s a catalyst.
Whether you’re launching your first or relaunching your fifth, don’t just chase bestseller status. Build a system that turns your book into long-term visibility, relationships, and results.
Your message matters. Let’s make sure people hear it.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
With its dramatic development over the past two years, artificial intelligence (AI) is reshaping everything from writing and editing to marketing and intellectual property rights.
As authors and experts, you are the ones who will decide whether AI is a replacement to be feared or a tool to be mastered.
One thing is for sure though: AI is not a far-off fantasy.
That’s why I recently hosted some of the leading experts with experience in both authoring and publishing technologies: Thad Mcllroy, Elizabeth Ann West, and Jason Hamilton to discuss AI’s role in publishing and how you should navigate this important industry transformation.
The Current Landscape: Where Are We With AI in Publishing?
Is AI a disruptive innovation or a passing fad?
As Thad McIlroy, publishing analyst and author of The AI Revolution in Book Publishing, put it: “They're still asleep at the wheel, and the car is moving very rapidly down the freeway.”
While some major publishers remain skeptical, independent authors and small presses are already leveraging AI to increase productivity and expand creative possibilities.
For example, our live poll during the live panel showed an even split between attendees actively using AI and those still exploring.
The Big Five Ways AI Is Disrupting the Publishing Industry
Writing and Creative Process
Elizabeth Ann West, bestselling author and founder of Future Fiction Academy, emphasized that “AI's biggest threat is not to publishers—but to authors who ignore it.”
“Society needs authors using AI, not publishers,” she said. “With the right fine-tuning and prompting, AI can now generate publishable fiction that “makes you laugh, makes you cry.”
Jason Hamilton, author and founder of The Nerdy Novelist, encouraged creators to think bigger: “This isn’t about how to publish more books. Everybody can do that now. It’s about how we can do things that were never possible before.”
Editing and Productivity
If you need a burden lifted off your shoulders, AI is a useful tool to decrease stress and enhance workflow.
By using fine-tuning, you can draft entire scenes or chapters, suggest structural edits, or mimic your own writing style with surprising accuracy.
Marketing and Book Descriptions
If marketing seems like the bane of your existence, you’re not alone.
AI is changing that.
Hamilton shared his method for generating high-quality book descriptions: “Find a top indie in your genre, break down their blurb sentence-by-sentence with AI, then build a template. Feed in your synopsis, and you're already in the top 10%.”
Legal & Ethical Considerations
There’s still a lot of confusion and concern about copyright. However, it’s helpful to note that risks are more about misinformation than infringement.
West broke it down: “You can't copyright AI-generated words—but you can copyright the selection and arrangement.”
Think of it like fanfiction, where the author’s original additions are protected.
Thad McIlroy added, “The Copyright Office is misinterpreting the technology. What they're declaring is not realistic in this particular age of AI generation.”
Industry Dynamics and Market Saturation
AI is resulting in thousands of new books being published, but is the quality there yet?
AI is only as valuable as the person controlling it. Authors with a distinctive voice, a personal brand, and a strategy will prevail over the “AI slop” every time.
And if you’re a fan of niche genres, you’re in luck! If new technologies halve a book’s creation time, serving a smaller audience will be worth the hassle.
What Most Authors Miss
AI shouldn’t be treated like a magic button.
Don’t fall into that trap.
Instead, West emphasizes integrity and diligence: “You want a tool that gives you control, not one that does it for you.”
How to Start Using AI (the Smart Way)
Identify your biggest pain point (book descriptions, editing, plotting)
And above all: practice. The future of publishing is powered by AI.
Success won't come from blind adoption or rejection. It will come from authors who are willing to learn, adapt, and keep their creative integrity front and center.
I can’t wait to see what you create next!
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
While the publishing industry has undergone a period of rapid transformation, publicity as an industry may be changing even faster.
For authors and experts like you, publicity is still an essential tool to grow your audience, establish credibility, and, yes, sell books. But gone are the days of simply getting meaningful PR by sending out a press release and hoping for the best.
The most effective strategies now focus on reaching the right audience, not the largest one.
Your approach must focus on specific markets and opportunities, delivering the right message during those opportunities, and creating long-term relationships.
This is why I recently hosted some of the leading experts with experience in both the publishing and publicity industries: Mary O’Donohue, Jess Todtfeld, and Marissa Eigenbrood to share insights on what works, what doesn’t, and how to turn media attention into real results. Our own CMO, Ken Course, also chimed in with some timely insights.
What's Changed and What Hasn't
Traditional media has avoided a complete fall from grace but is nowhere near its gold standard status of years past.
The reason? With the rise of algorithms and increasingly short attention spans, niche media opportunities have become the most influential source of PR.
This means podcasts, targeted articles, and industry blogs are more likely to attract the right people who will support your work long after a fleeting TV appearance.
That’s not to say traditional media has no value, but effective publicity today requires a more diverse strategy. Developing multiple media touchpoints will get you to results faster.
Where Should You Focus Your PR Efforts?
Many authors and experts dream of the “home run” scenario.
While big media opportunities are impressive to have on your website or resume, they don’t always generate book sales.
Mass market, or “chasing the big crowd,” often misses your most engaged audience.
Jess Todtfeld notes that while high-profile appearances look impressive, “The right podcast audience is more likely to buy your book.”
Mary O’Donohue emphasizes the importance of clarity: “Know your goals—visibility and book sales are not always the same thing.”
Marissa Eigenbrood advises balancing different types of opportunities. “Brand-building media and audience-building media should work together,” she says.
Strategic, targeted publicity will award you the long-term results you need.
Do's and Don'ts of Media Interviews
What to Do:
Deliver value and don’t overdo the sales pitch. “Media interviews are a marketing asset someone else pays to create. If you treat it like an infomercial, you’ll lose the audience.” – Mary O’Donohue
Have a “real” conversation. “TV and radio hosts want a conversation, not a monologue. Be personable and responsive.” – Marissa Eigenbrood
Prepare strong answers to questions and reinforce them with a strong takeaway. “When an interviewer asks about your book, don’t say, ‘That’s in chapter five.’ Instead, give them a strong takeaway that makes them want to know more.” – Jess Todtfeld
Don’t forget your call to action, but make sure to give answers with substance. “Your appearances should always direct people to your website where they can sign up for something valuable or to take the next step with you.” – Ken Course
What to Avoid:
Being overly promotional. “Your job isn’t to sell; it’s to showcase your expertise and give value. The audience will buy your book if they trust and connect with you.” – Mary O’Donohue
Relying on “one big interview.” “Media exposure is about frequency. Keep showing up in different outlets to build recognition and credibility.” – Jess Todtfeld
Don’t forget to repurpose your media. “After an interview, share it everywhere. Leverage your appearance for months by repurposing clips, quotes, and key moments.” – Marissa Eigenbrood
Remember, the goal for every appearance is connection, not promotion.
Turning Your Publicity into Actual Book Sales
In the end, you want your media to convert into actual results.
This means going from attention to action.
Marissa Eigenbrood emphasizes, “Media exposure builds awareness, but consumers need multiple interactions before making a purchase.”
How to Make Your Publicity Convert:
Always have a way to capture leads. “Rather than sending readers to Amazon, direct them to your website where they can engage with your brand and access exclusive content.” – Ken Course
Have a variety of valuable offers. “Create incentives like downloadable guides, private Q&A sessions, or limited-time discounts to turn interest into sales.” – Jess Todtfeld
Leverage each appearance for weeks or months afterward. “One interview can be turned into multiple marketing assets—blog posts, social media snippets, email content. Maximize every piece of media exposure.” – Mary O’Donohue
When your calls to action are clear and easy, it makes a big difference.
For example, one of our recent authors saw their book ranking jump from #650,000 to #97 on Amazon overnight after an online article linked directly to their book page.
The Tools You Need for Successful PR
Check out these amazing resources our panel shared to streamline your outreach and stay organized:
ListenNotes (free/paid) – A searchable podcast database to find relevant shows.
MuckRack– A tool for researching journalists, tracking their coverage, and finding media contacts.
RecurPost – A scheduling tool for automating social media posts and maintaining a consistent online presence.
Cision (higher cost) – A comprehensive PR database for advanced media outreach and journalist connections.
PodMatch – A platform for podcast hosts and guests to connect and schedule interviews.
And of course, be sure to check out our Twin Flames StudiosAuthor Resource Directory to find credible, experienced PR help.
This includes contact information from our panelists!
The key to success is having a diverse and refined approach.
This results in better media coverage, bigger results, and ensures that every appearance works harder for your book, your brand, and your audience.
I can’t wait to hear how you put these tips into practice!
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
2025 is shaping up to be one of the biggest years of transformation for the publishing industry ever.
From groundbreaking AI tools to massive shifts in traditional publishing models, authors like you are navigating a wide range of challenges and exciting opportunities.
This is also why I recently hosted some of the leading experts in the publishing industry (and more of them are coming up here) Jane Friedman, Dale L. Roberts, and Andrea Fleck-Nisbet to explore the trends that you need to follow.
This is what you need to know to succeed with your project in the year ahead.
The Trends Changing the Publishing Industry Right Now
Hybrid Collaborations: The Best of Both Worlds
The publishing industry is changing their approach to partnering with authors in a big way.
The good news? A partnership gives authors like you access to wider retail markets while still retaining control over your digital rights.
Deals like this just weren’t possible in the past and traditional publishers weren’t as interested in them.
As a great example, check out Bloom Books, an imprint of Sourcebooks backed by Penguin Random House.
So what will this mean for you?
Hybrid collaborations will open doors for authors who have proven their market potential and want help scaling their success.
It’s a completely new type of marketplace.
AI’s (Obviously) Changing the Game
So, is it worth the hype yet?
Kind of…
But maybe not in the way you think.
AI is driving advances in translation, drafting, and audiobook production which makes publishing a lot more accessible. But there are a lot of warning flags popping up when it comes to copyright and author rights.
This is why tools like Created by Humans are helping ensure authors are compensated when their work is used to train AI models.
The legal and ethical battles over AI are still ongoing, which means it’s not going to be settled for a while yet.
Most importantly, while the technology is improving rapidly, it still lacks the nuanced touch of a human creator.
Should you be ignoring AI completely? Absolutely not. However, you should be carefully considering where and when to use it appropriately.
The Market Is Consolidating
In not so great news, many smaller distributors are starting to collapse.
This consolidation means narrowed options for indie authors and small presses while shifting the balance of power to larger distributors.
As a sad example, take a look at what recently happened with Diamond Comics.
What this means for you is that you likely won’t find as many options as you have in previous years.
The Opportunities You Need to Take Advantage of in 2025
It’s Easier than Ever to Engage Directly with Your Readers or Community
Your email list is still your most important asset and it’s more than a marketing tool—it’s your VIP lounge for building lasting connections.
Authors and publishers are building communities on social platforms that go beyond a single book sale.
This means you should be thinking of yourself as a community leader from the start.
Genre Interest is Shifting into Escapist Fiction and Reader Comfort (But Don’t Just Chase the Trends)
Readers are seeking comfort in uncertain times.
This means that genres like Cozy Fantasy are exploding in popularity. Think of it as your literary equivalent of a warm blanket and a cup of tea—hobbits optional. This trend of stories with low stakes and high vibes shows no signs of slowing.
But, while it’s tempting to jump on a bandwagon, authenticity really matters.
Writing what resonates with you and your audience is far more sustainable than chasing fleeting trends and will make it easier for you to maintain your community as discussed above.
You Have Access to More Data and Sales Opportunities Than Ever
Platforms like Benevity, LaterPress, and BookVault empower authors to sell directly to readers, retain higher royalties, and gather invaluable data about their audiences.
The great part: you get access to more data than you’ve ever had before!
Unlike traditional platforms like Amazon and Ingram, which only give you limited insights, direct sales platforms give you a clear view of your customers and buying trends.
Owning this data helps you:
Make smarter marketing decisions.
Build stronger connections with readers.
Optimize pricing and promotional strategies.
More and more, it's up to you to keep control of your list, sales, and community.
The tools are more accessible than ever.
Don’t Forget About Crowdfunding!
Crowdfunding may seem like it has come and gone, but that’s far from the case.
Kickstarter and other platforms are offering authors ways to fund your project while building excitement, community, and engagement the whole time.
For example, one author used Kickstarter to fund an entire national speaking tour while promoting their book—which changed the entire model of their launch.
Even When the Industry Changes, the Possibilities Are Still Huge
You’ll notice a theme in all of these points – expansion.
Yes, the model that has existed forever is going through a rude awakening. What most people think of when it comes to publishing doesn’t exist in the same way as before.
But, publishing in 2025 is still a world of possibilities.
And there’s still nothing quite like the impact of a book.
The future of publishing isn’t just about trends—it’s about how you as a leader, author, and creator tell stories that matter to your audience.
Want to see the entire hour with our expert panel? Watch it here!
I can’t wait to see what you create next.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
As we wrap up our 2024 at Twin Flames Studios, our team reflected on their personal favorite nonfiction audiobooks we produced this year.
We’re incredibly lucky to work on so many inspiring audiobook projects and we’re proud of everything we’ve produced. With more than 100 audiobooks produced this year, it’s so hard to choose a favorite. All of the authors and voices we’ve shared are amazing!
But we wanted to share a bit more about the work and stories behind the scenes to give you a sneak peek of what stood out to our team.
This year, we asked our team to share their personal highlights: the audiobooks that made them think, laugh, or even cry—and a little something extra that brightened their 2024.
Along with each personal favorite, we also asked each team member to share a valuable tool that made a difference for them this year. Many of these will have value for you as well!
Favorite of: Caroline Schaeffer, Audiobook Production Specialist
Why it stood out: “Time travel, allegories, and engaging characters made this fictional journey not only entertaining but also a thought-provoking look at our modern society.”
This audiobook captured Caroline’s imagination with its layered storytelling and poignant commentary.
Caroline’s Favorite Gadget:Cold Brew Maker “I love my at-home cold brew maker! You can use it to make cold brew, iced tea, or fruit infusions, and there’s nothing quite as satisfying as having easy-access fresh cold brew in the fridge.”
Caroline’s pick is a nod to life’s little joys—and the fuel that keeps our production engine running.
Why it resonated: “This audiobook kept me fully engaged. The authors did an amazing job showing how we can get too wrapped up in our own emotions, wants, and needs—often ignoring those of the person we’re having a conversation with. The habits she discusses aren’t just for the workplace; they’re just as important in our personal lives.”
Christopher’s pick is a masterclass in empathy and connection—lessons we can all carry with us, whether we’re at work or around the dinner table.
Christopher’s Favorite Tool:Ozone 11 “I use Ozone to fine-tune audio. Sometimes it’s just a subtle frequency adjustment to change the tone, and other times it’s a much more drastic change. Ozone gives me the confidence to make those adjustments and get the exact sound I’m looking for.”
Christopher’s choice highlights the precision and artistry of audio production—a reminder that the details matter.
Why they made the list: “I completed two books with Chris Jennings this year—Conversations Made Easy and Client Retention Matrix—in less than 12 months. Both audiobooks included interviews as additional content, which made them even more engaging and informative.”
Stephen loved these projects for their innovative structure and added depth, showing just how much value a well-produced audiobook can bring!
Stephen’s Favorite Find:Fly Kitt “This is a vitamin supplement kit for when you travel. If you're going into a different time zone it will help reduce or eliminate jet lag. I used it when I went to Italy on an overnight flight and had no issues with being tired, so I could hit the ground running and enjoy my entire trip.”
Stephen’s practical pick is great for avid travelers!
Why it stood out: “We had such a great time recording this book. The author’s energy in every session made me enjoy both the job and the content that much more. We’d chat about what was happening in our lives, and I felt we built a genuine connection.”
Michael’s pick is a game-changing guide for entrepreneurs—and a reminder of the collaborative magic that happens behind the scenes.
Michael’s Favorite Tool:TASCAM Mixcast 4 Podcast Workstation “This equipment has been a game changer! It allowed me to remote-direct recordings for none other than Twin Flames Studios. What a great year it’s been!”
Michael’s pick proves that the right tools make all the difference—whether you’re recording a podcast or producing a bestseller.
Why it resonated: “It’s just a straightforward guide on how to be yourself in the workplace and how that can actually help, rather than hurt, your bottom line. It doesn’t hurt that, as a narrator, Mike sounded like Sir John Gielgud right out of the gate!”
Paul’s pick combines practical workplace advice with unforgettable narration—a perfect listen for professionals looking to thrive authentically.
Paul’s Favorite Tool:Ballpark DJ App “I found this app that allows you to record introductions for a youth or recreational team. I use it for my son’s 13-year-old baseball team, but you could also use it for an adult bowling league, a youth soccer team, or even to introduce your staff at a team meeting!”
Paul’s pick is as versatile as it is fun, bringing a personal touch to teamwork—whether on the field or in the office.
“I've been using Human Design to help me become a more effective leader and also to build my team more effectively. It's like if you took the best personality test and strengths assessment and put them on steroids. My very dear friend and colleague, Candy Barone, has a suite of free Human Design tools that she gives away, starting with a 20-page personal human design report for free, no strings attached. Her generosity in providing people with the tools to align with their best selves and their purpose is what I love about Candy, so much.”
“What will life be like when you have as many as 30 more podcasts and radio shows already booked right at the beginning of the year? Would that be a giant boost for you, your book or your current program? Here’s the great news… Our friend Jackie Lapin has a surefire way for you to get those 30 shows! She’s been doing it for 15 years for select clients. Some of her most recent Podcast/Radio Tours have actually generated 45, 50 and even 65 podcast invitations. This is my very favorite podcast guesting opportunity for authors!”
Looking Back, Moving Forward
From audiobooks that inspired deep reflection to tools that refined our craft, 2024 was a year filled with creativity, connection, and growth. Each staff pick is a small window into what makes our team tick—and a testament to the power of storytelling and innovation.
What inspired you this year?
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
As we head into the next presidential election you'll notice that the pitch, the pause, the rise and fall of a leader’s voice captures hearts and minds just as effectively—if not more so—than the words themselves.
As I’ve noted before, “The way you sound has a profound impact on how your message is received, often more so than the content of the message itself.”Do You Sound Like a Leader? explores this in greater detail.
As we look at the vocal delivery styles of 2024 presidential candidates Donald Trump and Kamala Harris, we find that the way a leader speaks can profoundly shape public perception. For leaders, experts, and entrepreneurs, understanding this dynamic can be the key to leading effectively and making your voice heard.
The Science of Persuasion: Why Vocal Qualities Matter
Sure, content is king. But the crown jewels? They’re all in the delivery. Robert Cialdini, the godfather of influence psychology, points out that authority and likability are key factors in persuasion—and these often hinge on how a message is delivered. As Cialdini explains, “We are more likely to be influenced by people who are authoritative, who appear credible and knowledgeable, regardless of the content of their message.” A deep, resonant voice doesn’t just sound good; it signals authority, commanding respect and attention before a leader even gets to the meat of their message.
Lee Hartley Carter, a renowned strategist and author of Persuasion: Convincing Others When Facts Don’t Seem to Matter, has spent years advising Fortune 500 companies and political campaigns on the art of effective communication. Her work highlights the critical role that emotional resonance and authenticity play in leadership. According to Carter, a voice that truly connects with listeners can make all the difference in persuasion. And let’s be honest, we’ve all been in meetings where the speaker’s monotone droning put us on a one-way trip to Snoozeville. But with the right vocal techniques, you can keep your audience engaged and attentive.
When a leader modulates their voice—using strategic pauses, varying their pitch, and adjusting their pacing—they’re not just holding attention; they’re shaping perceptions. A well-timed pause can create anticipation and emphasize a point, while variations in tone can keep the audience emotionally connected. Sometimes, how you say something lands more impactfully than what you say.
With these foundational ideas in mind, let’s explore how current leaders like Donald Trump and Kamala Harris use their vocal delivery to influence public perception.
Trump vs. Harris: A Vocal Showdown
The 2024 presidential race isn’t just a clash of ideologies—it’s a vocal duel. Donald Trump continues to wield his voice like a weapon, with his recent speech at the 2024 CPAC showcasing his signature assertive tone. As he declared, “We will take back the White House,” his booming voice was designed to project strength and determination to his base. It’s no wonder Trump’s rallies and speeches still feel like rock concerts—he’s mastered the art of keeping the audience on their feet, even if it’s with the same chorus repeated a dozen times. But as The Washington Post pointed out in 2019, while Trump’s “booming and relentless” tone solidifies his image as a strong leader, it’s also divisive. To some, his aggressive style comes off as bullying, deepening the divide between his supporters and detractors.
On the other side of the vocal spectrum is Kamala Harris. Her speech on gun violence prevention in June 2023 is a prime example of her calm, deliberate, and empathetic tone. Harris’s voice flowed with measured cadence, her empathetic tone wrapping around each word like a warm embrace—inviting listeners in rather than overwhelming them. During this speech, her deliberate pauses and slower pace were used to emphasize the gravity of the topic, resonating deeply with her audience. However, Harris faces a different set of challenges—particularly gender biases. As The New York Times explored in 2023, Harris’s vocal delivery is often judged against traditional gender expectations. Some praise her composed demeanor, while others criticize her for lacking the forcefulness they expect from a leader—especially when compared to male counterparts like Trump. This bias reflects broader societal expectations, where women leaders are often caught in a double bind: be too soft, and you’re weak; too strong, and you’re shrill.
Critical Thinking: Separating Content from Delivery
So, how can you navigate the nuances of vocal delivery without getting swayed by style over substance? Here are some tips:
Focus on the Content: Pay close attention to the actual message. Is the candidate backing up their claims with facts? Are they providing clear, logical arguments, or are they relying on emotional appeals and repetition to fill the gaps?
Beware of Emotional Manipulation: Notice when a speaker uses tone and inflection to play on your emotions. While emotions are a powerful communication tool, they shouldn’t replace rational analysis. As Lee Hartley Carter notes, “The leaders who resonate most emotionally with their audience are those who can authentically project the emotions that match their message. It’s not just what they say, but how they make people feel.” Ask yourself if the emotional tone aligns with the facts presented. How to Free Yourself from Emotional Velcro and Create Psychological Safety in the Workplace offers insights on managing emotional responses effectively.
Consider the Whole Picture: Vocal qualities can enhance or distort a candidate’s perceived credibility. Look beyond the delivery to assess their track record, policies, and actions.
Check Your Biases: Be mindful of unconscious biases that might affect how you perceive a candidate’s voice. Gender, race, and other factors can shape our perceptions of leadership qualities in ways we might not even realize.
Diversify Your Sources: Engage with a range of news outlets and analyses to get a balanced view. Different perspectives can help you see beyond any single source’s bias and get a fuller picture of the candidate’s platform and delivery.
Next time you hear a political speech, ask yourself: Are you being swayed by the logic of the argument, or is the speaker’s tone doing most of the work? How does the delivery shape your perception? By sharpening these critical thinking skills, you can better discern the substance behind a candidate’s words, making informed choices that go beyond surface-level impressions.
Summary and Takeaways
In leadership, how you say something can be as important—if not more so—than what you say. As we’ve seen with Donald Trump and Kamala Harris, vocal qualities significantly influence public perception, with societal biases adding another layer of complexity, particularly regarding gender. But by honing critical thinking skills and staying mindful of the difference between content and delivery, we can navigate these complexities and make more informed decisions. As the 2024 election approaches, let’s listen not just to the words our leaders speak, but to how they speak them. After all, it’s not just about sounding persuasive—it’s about leading with integrity. For more on this, see Strengthening Your Voice of Leadership in Uncertain Times.
And as we continue to explore the power of voice, whether in leadership or in technology like AI audiobooks, it’s clear that how we communicate can make all the difference.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
Connecting With People Through the Power of Audiobooks
How are you getting your audience’s attention?
As you know, content is everywhere and the demands for attention are higher every day.
It’s easy for even the most compelling messages to get lost in the noise.
It’s critical to cut through the clutter and truly connect with your audience on a deeper, more personal level.
This is where the benefits of audiobooks now truly shine…
Audiobooks aren’t just a “format;” they’re an intimate experience that brings your words to life. When your voice tells your story, it’s not just heard—it’s felt. The cadence, the emotion, the subtle inflections—they all add layers of meaning that deepen the connection between you and your listener.
It’s an opportunity for deeper connection through content than nearly any other type of content that you will invest your time in creating.
Your message is more than just words on a page; it’s a reflection of your passion, your expertise, and your vision. When you translate that into an audiobook, you’re not just sharing information—you’re forging a connection.
So why aren’t more people producing audiobooks?
There are a few common issues and misconceptions we hear when talking with authors, publishers, editors and book coaches.
Misconception 1: Audiobooks Won’t Reach My Audience
Many authors underestimate the reach and influence of audiobooks. They think that their audience prefers physical books or eBooks and that producing an audiobook won’t add much value. But the truth is, audiobooks have steadily grown in popularity over the years.
52% of all U.S. adults have listened to an audiobook in their lifetime, and in 2023, revenue increased by 9% to $2 billion, according to the Audio Publishers Association.
Moreover, audiobooks can expand your reach to people with disabilities or those who prefer auditory learning. For many, reading can be a challenge due to visual impairments or dyslexia. Audiobooks offer an inclusive way for these individuals to enjoy your work without barriers.
By not offering an audiobook, you could be missing out on connecting with a whole segment of your audience who prefers consuming content in this format.
Misconception 2: Audiobooks Now Aren’t a Good Investment
Another common misconception is that producing audiobooks now requires a costly investment with little return. However, this couldn’t be further from the truth. Audiobooks can dramatically increase your audience, influence, and income. An audiobook has the potential to generate revenue indefinitely. Plus, with platforms like Audible, Google Play, Apple Books, and even Spotify, it’s easier than ever to distribute your audiobook to a global audience.
Authors are often surprised to learn that they don’t have to give away their royalties or go through a complicated process to see a return on their investment. The key is to work with an experienced team that understands how to navigate the audiobook market effectively.
Misconception 3: Audiobook Production is Complicated and Time-Consuming
Perhaps the most common reason authors hesitate to create an audiobook is the belief that it’s a complicated, time-consuming process. Many authors don’t know where to start or feel overwhelmed by the technical aspects of audiobook production. This is where working with a partner like Twin Flames Studios can make all the difference. We handle everything—from recording and editing to distribution—so you can focus on what you do best: telling your story. Our streamlined process ensures that your audiobook is produced to the highest quality standards while allowing you to maintain full creative control.
Let’s Create Audio Magic Together
The world of audiobooks is rich with opportunity, and there’s never been a better time to explore it.
Ready to take the next step?
I’m hosting an in-depth webinar on September 19th, 2024 at 12 PM Eastern that will show you how to boost your bottom line, expand your audience, and create an audiobook that will give you content for years to come. This is where you start.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
About Tina Dietz:
Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.
By Mary O'Donohue, Media Coach for Women Nonfiction Authors
Why are so many authors struggling with getting the publicity they deserve?
I recently spoke to a nonfiction author who had a compelling topic, but she was very frustrated that she wasn’t getting any book publicity. Once we chatted and I had looked her up online, I quickly found the 5 reasons she wasn’t getting booked.
And I wasn’t surprised, because I see these same media marketing mistakes quite often. The sad thing is, they’re costing authors valuable national publicity.
I don’t want that to happen to you, so I’m sharing these common marketing mistakes – and how you can avoid them. Knowing these strategies will boost your chances of getting valuable publicity and doing media interviews that move the needle on book sales.
Mistake #1: Your bio reads like a resume.
Challenge: Surprised that your bio is costing you book publicity? It’s true! A resume-style bio is effective for HR folks, but it doesn’t speak to producers, columnists, and journalists who aren’t looking to hire you! So, listing out the 7 book awards you’ve won is impressive, but “award-winning author” says it better and faster. Media folks want an expert who knows how to convey their expertise succinctly and strategically.
Plus, a TV interview for example, often only runs about 5 minutes long, so if the host is stating your bio and it’s filled with lots of details about your work history, accomplishments, and awards, that will simply take up too much time. Ideally, for a short TV or radio interview, your Media Bio should be no more than 15 seconds when read aloud. If it’s longer than that, the person interviewing you usually won’t read the entire thing out loud. Instead, it will get edited, which is not ideal because it makes more work for them (not good) and they’re likely to take out key details that you’d rather keep in (not strategic.)
Solution: When your bio is media-savvy it becomes your brand ambassador, attracting the media rather than overwhelming them. So, your Media Bio should include the key elements like your name, title of your book, your unique expertise, and who exactly your reader is. It should clearly convey to the media and their audience that you’re the right person to be interviewed on this specific topic.
Action Step: Use this fictional example as inspiration to write your own Media Bio.
Kayla Suchandsuch is the author of the new book, Traveling With Toddlers: From Diapers to Denmark. Her year long experience globetrotting with her husband and 3-year-old twin daughters has transformed her into the go-to expert for adventurers who don’t want to give up traveling after becoming parents.
Mistake #2: You’re targeting an audience in media that is too broad.
Challenge: When you try to appeal to an audience that’s as wide as possible, you water down your appeal to the media. Think about it, when was the last time you listened to a podcast episode or radio program that appealed to everyone? It’s just not that common these days. That’s because we as individuals are interested in specific niches like book marketing podcasts, or radio shows about raising teenagers, or magazines specifically about pickleball (which totally exists, by the way.) You search out content based on your specific needs and interests, and your audience does the same thing.
Solution: Think about the specific audience who benefits from your book. If you want to get more readers and you focus on media outlets with as broad an audience as possible (or a completely different audience because you want to get your message out to the masses) you’re just going to confuse and alienate the people who need your wisdom, insights, and guidance.
But when you confidently target your book publicity to your true audience, it’s strategic and much more likely to move the needle on book sales. So, it’s worth your own time and effort, plus it benefits both the media outlet and their audience. That’s a win-win-win!
Action Step: After reading this entire article, take 5 minutes to do an internet search on your subject matter using this formula: your key words + “article” or your key words + “TV interviews,” etc… and you’ll quickly uncover the media outlets that are already serving your target audience. Make a list of these magazines, columnists, podcasts, etc… because they’re already interested in your subject matter.
Mistake #3: Your messaging lacks clarity.
Challenge: When I ask an author to tell me what her message is and she starts to explain, I know she’ll have a hard time getting book publicity. Why? Well, do you remember the old marketing adage, “A confused mind never buys?” My version is, “A confused producer never books.” If a media person doesn’t understand what you do or whom you serve, how can they know if you’d be a good fit for their audience?
Solution: These days our attention is spread really thin with so many messages coming at us in social media, ads, and about a gazillion websites. So, it’s more essential than ever to have a clear and concise core message that conveys your value to the media and potential readers. They need to know exactly:
What you do
Whom you do it for
The problem you solve
Your specific solution
When you do this effectively, you become memorable and much more bookable. For example, years ago I met a woman at a networking event whose message was so clear I still remember it. She said her company sold reversable infant clothing – pink on one side, blue on the other – for parents who didn’t want to know the gender of their child in advance. I wasn’t a media coach back then, but I told her that her message was “high concept” which meant a media person could immediately picture her product which helped make it extremely bookable. Producers love clarity. And that clarity helped her products to be featured on The Today Show 3 weeks later. Clarity is a powerful asset!
Action Step: Use this example of a clear and concise core message as a jumping off point for writing yours. Let’s say an author is an expert on solving sleep issues in toddlers. Her core message could be:
I provide effective bedtime routines for toddlers so they – and their sleepy parents – can get consistent sleep every night.
Mistake #4: You’re pitching from a point of need.
Challenge: When I worked for The Oprah Winfrey Show, I often received pitches from authors and experts. I was a post producer, so not only were those pitches sent to the wrong person because I worked on shows that were already taped, but the emails almost always started with a variation of these 7 words: “I was hoping you could help me.”
I call that “The 7 Word Pitch That Costs You Publicity” because when I received those emails, I always deleted them after reading just those 7 words. Why? Because media folks are not in the business of helping random strangers get publicity. Sorry. I know that was harsh. But as someone who has worked in high profile television for more than 30 years, I want you to know the truth so it will help you avoid the pitfalls that ruin your chances of getting coveted national media interviews. (Plus, to be fair, we often work 16- hour days and we eat lunch at our desks, if we’re lucky enough to have time. Or desks. So, random strangers asking for help are not our priority.)
The truth is, people who work in media like producers, columnists, and journalists are in the business of serving a specific audience. When you help us do that, you make yourself more bookable. But when you ask for help, you immediately convey that you think you have nothing to offer that media outlet. So, your pitch gets deleted, and you never hear back.
Solution: The truth is nonfiction authors like you are highly bookable media guests who can – and do – get publicity because of the value you bring to the audience of national media outlets. Producers are busy, so they’re looking for experts like you who can make their jobs easier. Experts who pitch with confidence and relevant content have a massive advantage when getting booked!
So, embrace your specific expertise. Own it. Know that you have something unique and important to bring to media audiences. Pitch from a position of service rather than promoting your book. The nonfiction authors I work with get book sales because they bring value to the listeners, viewers, and readers of a particular media outlet.
Action Step: Your specific topics are hidden in plain sight in your own content! Look through your manuscript or published book for 5 potential interview topics that would be of service to your audience in the media they consume. Start with chapter names if you have them. Write them down. That’s your starting point for pitching with purpose!
Mistake #5: You want national publicity, but you don’t have proof of “media viability.”
Challenge: You have your eye on a Good Morning America appearance. You know you can bring value to their audience of millions, and your topic has national relevance, but you’ve been pitching for months and you’re just hearing crickets.
I know one big reason why. Let’s take a peek behind-the-scenes of a national morning show. I used to work on The Today Show in Washington D.C. and just about every day we had live guests appearing on the show from our studios. So, I know first-hand that a national producer will be hesitant to book you if there is no proof that you’ve done local television interviews, or in a pinch, some kind of on-camera appearance. (FYI, even if you have experience giving prepared speeches, that’s not necessarily proof to a producer that you can do live TV.)
A TV newsroom is a hierarchy. A producer who books an inexperienced guest who freezes on live TV is a producer who may be looking for a new job. That’s how consequential your interview may be for their career. If you demonstrate that you can convey your message with confidence and can handle unexpected questions with ease in local TV interviews, bringing that level of skill to a national interview may just help the producer who booked you get a promotion. I’ve spent decades in control rooms and have seen careers change after a single interview.
So, when you pitch a national producer but don’t have the experience to back it up, your chances of being booked go down. Do producers take risks when the guest is THE expert on the topic, and they need to confirm the booking ASAP? Yes. Do they get burned for that decision if the guest doesn’t deliver? Absolutely.
Solution: If your aspirations are national, start local. Get experience. Use the tips in this article to get clarity on who you are, your core message, and to get ideas for what to pitch.
Action Step: If you want to be on a national talk show, start watching local or regional talk shows in your area. Chances are they’re recorded and edited so that producer will be less concerned if you haven’t done live TV appearances because a post producer like me will work with editors to refine and streamline your interview. If your goal is to get on a national morning show, those shows are in the news divisions of their networks, so focus on watching your local news.
So often, nonfiction authors are only focused on getting publicity. But the preparation you do in advance of your media appearances will make all the difference in how effective and successful your media marketing will be. Taking the time to create a media marketing strategy with intention will set you up for publicity that helps you sell books, grow your audience, and make the kind of impact only you can make.
What most surprised you, or what do you still want to know? Let us know your thoughts below!
More About Mary O'Donohue
Mary O’Donohue is a media coach for women nonfiction authors, #1 bestselling parenting author, and former post producer for The Oprah Winfrey Show. She has worked in high profile TV for decades, including years on The Today Show and NBC Nightly News. Mary’s mission is to teach women nonfiction authors how to get national publicity and confidently do media interviews that sell books, grow their impact, and change the world. Her unique coaching framework, The Media I.M.P.A.C.T. Method™ has consistently led to author success in national Media with her clients reaching audiences of more than a billion. So far. She can be reached through her website maryodonohue.com or by email at mary@maryodonohue.com
