Pub355W: Tips on Twitter, Email Subject Lines & Press Releases


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Plus the assignment on pitch letters and marketing plan draft 1.

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  • Monique, I hope you'll see the Hashtag Academy blog on - where we'd love to have your 'I got this done with a hashtag'-type guest post, whether ritetag played a role or not. Check us out, talk in G+ or SKYPE?
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Pub355W: Tips on Twitter, Email Subject Lines & Press Releases

  1. 1. Online Marketing Plans October 11, 2013 Contact Details Monique Sherrett 778-837-9012 Office Hours TBA
  2. 2. Do I have a Twitter volunteer?
  3. 3. Tweets that resonate Useful (promised msg is valuable to reader) Ultra-specific (know what’s being promised) Urgent (need to take action now) Notice the @, RT and #tags Notice short codes, 140 characters
  4. 4. What Makes a Good Tweet Define your goals. Know what you want to accomplish before you create your tweets: • • • • • • • Pass along news Offer discounts and promos Generate leads Build customer loyalty Answer customer service questions Shape opinions Sell products RT, #hashtags and URLs are important To be shareable (& discoverable) aim for 115 characters vs. 140. • 55-70 characters for the description • 18-20 characters for or • Up to 100 characters with hashtags • 25 reserved for RT
  5. 5. What makes a good tweet • 115 characters to allow for Retweets • Should include a link • Uses @ and # where useful • Same fundamentals as good subject line: • useful • ultra specific • urgent
  6. 6. The inbox
  7. 7. Write a good subject line • Imagine that you work for TouchWood Editions and are sending out the weekly newsletter to subscribers. • This week’s announcement is the publication of Phyllis Smallman’s Long Gone Man, the first in a new series. You are offering a 20% discount on her previous titles (i.e., the Sherri Travis Mystery series). • Write the subject line (2 min.)
  8. 8. What makes a good press release headline? • Same fundamentals as good email subject line or good tweet: • useful • ultra specific • urgent
  9. 9. > Book
  10. 10. What’s wrong with those examples? • Nothing. We’ve written releases this way for years. • But they could be better: • useful (to the intended audience, answers So What) • ultra specific (minimalist, 1 topic) • urgent (the promise + why this story, why now?)
  11. 11. Assignment—10%: email to Pitch 1 of the 2 titles to me as a blogger. Review the persona worksheet you created previously a) Imagine you are working for TouchWood Editions. Pitch this title to Monique at Imagine I do not already know about this book, but have written about a previous title in the series or by the author or on this topic. Your goal is to get me to review the book. b) Provide a list of 5 other Canadian literary bloggers or media who you’d pitch. Include their website, URL and 1 sentence about how you’d pitch them, what’s the angle? Why is the title a good fit for their blog, program, publication, etc? DUE 5 pm Wed, Oct 16
  12. 12. Tips 1. Know your audience: Before writing a pitch letter, think about the persona exercise and what you know (or can infer) about the person you are pitching. This will help you find the hook that will resonate with the media/blogger. 2. Positive in tone 3. Authentically true (rings true, no false praise) 4. Minimalist 5. Promise (What is so great about this book? Why will I care? What’s the offer)
  13. 13. What makes a good pitch letter? • Dear Name (Name is spelled correctly, Name is the name of the blogger. It’s personalized, never Dear Blogger) • You’ve checked the About page and search for “Pitch Policy” or “Review Policy,” PR, publicist--confirmed the person is open to pitches. If not, be prepared to be embarrassed online with a rant. See Beauty in the Ruins blog. • The title is spelled correctly, i.e., Long Gone Man not Lone Gone Man. The author(s) name is spelled correctly. • You’ve included a link for more details: publisher detail page, author website, press release link, etc. • Call to action: You have included the “ask” or clearly articulated what you are offering and how you want them to respond. • You have provided a closing and signature with your contact details.
  14. 14. Pitch Angle (or Building the Hook) • Have they reviewed the previous title or this author before? • Do they review mysteries or mainstream fiction at least? Do they review nonfiction? Any interest in food, cooking, cocktails? • Does their About section provide contact details? Are they reachable? • Smallman is an award-winning author. You can play that up. Soole has written for multiple publications. That’s important. • Play up the Canadian angle. National Pride. • Look for for bloggers with a social media presence in particular GoodReads and Amazon as they’ll likely post multiple places.
  15. 15. Ways to Find Bloggers • Tell me what you would search for? What was the process?
  16. 16. Ways to Find Bloggers • Go cross-platform: Search on Goodreads reviews of the previous title or Twitter • Twitter Advance Search with location, hashtags, keywords • Google Advanced Search Queries “keyword” intext:bio* [keyword] location* [city] intext:bio* blogger* vancouver • Follow Blogrolls, i.e., • Look for virtual book tour companies and the blogs open to author guest posts, i.e., Partners in Crime, Cozy Mystery Book Tours
  17. 17. Questions? Next Up Hand in Assignment Break Marketing Planning Grid View
  18. 18. Marketing Plan Assignment
  19. 19. Assignment—15%: 2-4 Pages. Due Oct 25. Choose 1 of the 2 titles and write a marketing plan for a holiday promotion. In general: You want to get coverage for the book online and offline; you want sales. Figure out who audience is for the book in order to figure out what marketing activities are best. This is draft 1. In draft 2, you’ll • Include your Persona worksheet (revise as needed) • Provide examples (Pitch letter, tweets, ads, etc). • Provide a grid view Please use this worksheet:
  20. 20. Readings Darren Barefoot and Julie Szabo, Friends with Benefits •Chapter 3: Flagging a Ride: Finding the Right Bloggers and Communities, 47-61. •Chapter 4: Netiquette: Miss Manners for the Web, 63-78. •Chapter 5: Stick Out Your Thumb: Devising Your Pitch, 79-97.
  21. 21. Ok, questions? Pitch + Outreach List: Due Oct 16 Marketing Plan Draft 1: Due Oct 25
  22. 22. Questions? Contact Info Monique Sherrett 604-732-6467