Writing Coach

How to Get Reporters to Quote You

May 28, 2010 by Lisa Tener

A good number of my clients come to me with amazing credentials and great ideas, but little platform–they often don’t have a huge mailing list. They don’t necessarily speak to thousands of people dozens of times a year. And they haven’t been on Oprah…yet (a few of my clients have been–but not the majority!).

If they’re looking for a traditional publisher, I often suggest they sign up for the reporter queries on PR Leads and helpareporter (also known as HARO). As more people find out about help a reporter, it’s gotten doggone competitive to be chosen as the expert the reporter quotes in their article.

My client, Dr. Craig Malkin has a 75% success rate with the responses he’s sent through queries from PR Leads and HARO. Before I suggested these do-it-yourself PR methods, he’d never had a stitch of publicity. On his first query, he ended up quoted in Match.com’s Happen Magazine online. Not bad for a rookie.

How does he do it? I interviewed Craig to find out his secrets.

Book writing coach (aka me): What do you do when you respond to a PR Leads or HARO query? What goes through your mind in terms of how to present your information?

Craig: I spend time with each query to make sure I’m absolutely clear about what the journalist is asking for. Then, I try to think like a reporter.

What quote would make the story stand out? Is there a new spin on old information that could make the idea more interesting? I try hard to come up with tips if I can, because journalists absolutely love them.

I make sure I’m packaging facts in a compelling way, and I always try to craft at least one catchy sound bite. Journalists have precious little time, so I know my best shot is to give them something that’s extremely easy to use.

When it comes to being quoted, less is always more (case in point). If I know, for example, that research proves we can be affected by our friends’ moods, I might say something like, “Depression is contagious.”

I’m not famous (yet), so I want to make it painful for reporters to delete my e-mail; I figure they’ll take a snappy quote from an unknown expert over a flat one from a celebrity any day, because they want their story to stand out.

It works most of the time.

Book Writing Coach: Do you start by saying who you are or by answering the question/query?

Craig: I always use the same formula, recommended by Dan Janal of PR Leads

1. Who I am (including media experience)

2. What I have to say (the quotes)

3. How to reach me

Book Writing Coach: How much info do you give? Do you often give more than one answer or tip?

Craig: I let inspiration dictate how much I write. If I’m being asked for tips, I always send a minimum of four. Don’t be afraid to send more (as long as they’re short), but bear in mind, if you send too much, reporters will probably get overwhelmed and skip even the best quotes.

Book Writing Coach: How do you make it visually easy to read?

Craig: I put my best quotes in italics and a different color. Often they have only a minute to look through hundreds of e-mails, so you want your best stuff to stand out. I also break the e-mail into three to four very short sections.

Book Writing Coach: Can you give an example of a query you responded to for a national website, magazine or newspaper and what you said that grabbed the journalist’s attention?

Craig: Here’s one that landed me an interview with Marie Claire. You’ll notice it’s extremely brief, with a few lines set off in blue italics.

___________________________________________________________________________________________________________________________________________________________

My name is Craig Malkin. I’m a clinical psychologist who taught and trained at Harvard Medical School. I’m currently writing a book about how we control attraction.

Despite the saying about absence making the heart grow fonder, distance rarely cranks up the heat. Don’t count on the strength of your love, alone, to keep you connected. If you can’t rely on seeing each other, you have to work to keep the connection alive in other ways.

When you’re away from one another, exciting, new people and experiences may be a dime a dozen. You’ll need to preserve some excitement with your partner if you want your relationship to compete with all that novelty.

Schedule regular phone calls, IM, or text check-ins that both of you can look forward to and expect. It doesn’t have to be daily, but it should be scheduled, to ensure that it happens—and more than once a week. If you enjoy spicing things up with sexy notes or creative video chat—even better. Exciting experiences strengthen attraction.

If either of you feels reluctant to schedule times to connect—with or without the spice—consider taking a break. You’re going to have hard time keeping up the connection without these moments together—and that leaves a lot of room for destructive insecurity and jealousy.

_________________________________________________________________________

Book Writing Coach: Wow, that’s a superb query. Catchy soundbites, but it’s substance, not fluff. What’s some of the biggest publicity you’ve gotten through HARO or PR Leads?

Craig: I’ve been quoted and interviewed twice for Match.com’s, Happen. I’ve also been interviewed and quoted by Marie Claire, The Atlanta Journal Constitution and, in December, I’m slated to appear in Women’s World. I’ve also almost landed a quote in Woman’s World twice—as a result of which I made a connection with a reporter who liked me enough to agree to be mentioned in my book proposal as a media connection.

Book Writing Coach: Any words of caution….something to be aware of?

Craig: Do your research before you respond. I learned that lesson the hard way. In one case, a reporter copied every thing I wrote and passed it off as her own. In another, I was all set for a pod-cast interview, and first the guy forgot the time, then he kept interrupting me because he wanted to hear different answers. Try to get a sense of who you’re talking to if it’s not a big name media outlet. At least do a Google search.

Book Writing Coach: Thank you, Craig.

And, dear Reader, do you have any tips or secrets to share that helped you get quoted or featured in a magazine, newspaper or online article? Please comment and share your tips, as well as your questions. Craig and I are both happy to respond.

The Right Way to Journal

April 27, 2010 by Lisa Tener

Inspired to Write? Begin Playfully

In my possibly-very-controversial opinion, there’s a wrong way and a right way to journal. The right way naturally brings you good feelings—elation, joy, relief, triumph, peace. It may not feel good all the time, but over time you work through the challenging feelings. The wrong way makes you feel yucky. It puts you in an endless circle of yuckiness.

When I first became a writing coach, a client came to me who wrote in a journal, stream of consciousness, every morning. She’d read in a book that she shouldn’t worry about what she wrote, just get it all out.

Great if that works, but the more she wrote the more cranky and miserable she grew. Now, sometimes, to get to the root of an issue, you may need to travel to those deep, dark caverns in your psyche, but the idea is to shed light on the pain and feel good afterward–at least in my book.

This book will take you through a journaling process designed to bring joy over time: The Joy of Writing Journal: Spark Your Creativity in 8 Minutes a Day.

Writing Blocks: Create Sacred Space

March 17, 2010 by Lisa Tener

One of my future book writing students (she’s registered for the May class) called to say she’s a bit stuck. Going through the preliminary material, she found herself feeling a bit hazy about her book, and conflicted about her goals:

Should the book create interest for her workshops?
Should it be required reading for workshops or would that just turn people off?
Should it include any exercises from the workshop or not?

What a mess: How can I ever create with this all around me? — “What a mess: How can I ever create with this all around?”

As we spoke this morning, I realized we needed to take a step back. Her problem stemmed from the fact that she had no sacred space for writing. She’d moved six months ago and complete chaos reigned throughout her new home–from boxes piled in rooms and hallways to floors that required a complete overhaul.

We both recognized that little progress could take place until she developed a sacred, clear, inviting, inspiring space for creativity, including writing.

While you might not have quite the herculean task of moving a whole household, some of my recommendations might support your own process:

1. Clear the space with intention: open windows, burn sage or another aromatic, cleansing herb, sing songs, dance or do whatever it takes for you to clear out old energy and bring in new energy that resonates with your intention. Burning herbs may sound airy-fairy, but remember that your creative side loves metaphor, symbols and creative practices.

2. Clean out the old: What needs to go to make this space support creative flow? Can you donate it? Sell it? Put it in the basement for now?

I chose this Melissa Harris print for my office because it evokes creative flow and journey for me.

3. Plan your space: What will you do in this space? What will make it feel like a sanctuary for creating and writing? What artwork, furniture, colors and other objects will inspire you?

4. Schedule your time: Go right to your planner or calendar and schedule specific dates and times for organizing and creating sacred space. Treat this appointment just like any other important commitment.

5. Get support: Recruit a friend, hire a recent college grad, or ask your super-organized sister to help you. It’s so much easier to take on the task of clearing, cleaning and organizing a space with someone to help. If you need to pay for help, think of it as an important investment in your writing life and future.

I’d love to hear how you’re creating sacred space for yourself. Share your commitments, accomplishments and suggestions.

The Process of Getting a Literary Agent

February 18, 2010 by Lisa Tener

head-on-hands-on-books1 — Your Writing Coach

People ask me about the process of getting a literary agent. You probably know you need to submit a query (or meet an agent who says, “Yes, I want to see your proposal”), then submit your book proposal (a significant document often 50-80 pages), then wait.

But what’s it like from the inside? I asked Dr. Randy Kamen-Gredinger to share her experience of finding an agent. And some of the things her agent asked for in the process before signing.

During a course at Harvard Medical School on Writing and Publishing Creative Non-Fiction Books, surrounded by colleagues interested in learning the ins and outs of writing books and getting them published, Randy says she, “felt confident I, too, had a book in me.” She decided her book would focus on relationships.

When Randy started in my book writing course, she “hardly knew how to use a computer” by her own admission. As a psychologist with a very busy private practice, she didn’t really need to use a computer much beyond checking e-mails and Internet searches.

Entering the world of the aspiring author meant learning many new skills–not just how to structure a book and write in a compelling way. Randy quickly became skilled on her Mac, began organizing material collected throughout her career as a therapist, and created keynote addresses on a variety of topics that related to her book.

Randy held a focus group to help find a title for her book

After making headway on the book, Randy wrote her proposal. Literary agent Jeanne Fredericks liked the book and saw its potential. Still she wanted to see several revisions to the proposal and a more compelling title. At a gathering of twenty-five women friends in Randy’s living room, led be a trained branding expert and facilitator, they came up with the title What Women Need: The 12 Keys to Gaining Balance and Happiness.

Jeanne requested an edited video clip of one of Randy’s speaking engagements and four chapters of her book. Nine months from the time of the initial submission, Jeanne accepted the proposal and formally became her agent.

Was it time to submit the book to publishers? No. Her agent advised her to continue building her platform and become a “thought leader” in her field as she continued to write her book. She developed a presence on Facebook and Twitter, gave an occasional radio interview and returned to the lecture circuit after a many year hiatus. (At one point she had shared the lecture platform with greats like Dr. Herbert Benson, Jon Kabat-Zinn and Joan Borysenko).

With the help of a dear friend and savvy internet marketer, Alan Bergstein, Randy built a new website and blog.

Response to this site about a wide range of women’s issues far exceeded expectations. Jeanne thinks the site will be an important feature in the selling and success of What Women Need.

Randy admits, “The process of writing my book became a much bigger deal than I ever imagined. It’s been an amazing, and sometimes frustrating, journey. Building my platform with speaking engagements, writing for various publications, building my website and blog, creating videos for YouTube (and next webinars) continues to bring all kinds of wonderful and unexpected surprises. The deeper I go down this path the more compelling it becomes.

“Developing the website is especially fulfilling because it all of the other elements. Though still in its infancy DrRKG.com has become the umbrella of all the other activities going on in my professional world. It continues to evolve.

“As a psychologist I have been somewhat constrained by the confidential component of my work. Expanding my horizons as a speaker, writer and coach have given me a venue for reaching a much greater audience and making a difference on a larger scale.”

While it may seem a bit frustrating for aspiring authors to do so much up front work, the platform building and advance preparation means that, when your book comes out, you’ll have pent up demand for your book and you won’t be rushing to catch up and create an audience from nothing. Can’t you just see those books flying off bookshelves and virtual shelves?

Writing a Book vs. Marketing a Book

February 15, 2010 by Lisa Tener

lisa-tener-head-on-hands — Your Book Writing Coach

I’ve been “talking” by e-mail to Dr. Ellen Weber Libby, whom I met a few years ago at the Harvard Medical School CME publishing course.

Elly and I immediately connected and I became first her book proposal coach and then her book writing coach for The Favorite Child, which was published last month by Prometheus Books and has been getting lots of buzz.

The Favorite Child, a ground-breaking book, is the first book written on favorite children and is the only relationship book that applies to everyone. Everyone grew up as the favorite, overlooked, or unfavorite child. The book answers many questions, such as:

– What happens when a parent has a favorite child?
– How does this favored relationship affect that child when they grow up and become and adult?
– How does it affect that person’s relationships?
– How does favoritism affect other siblings?
…and much more, of course.

Dr. Ellen Weber Libbys Book The Favorite Child came out last month — Dr. Ellen Weber Libby’s Book The Favorite Child came out last month

I asked Elly what it’s like for her to be suddenly marketing her book compared to writing it.

Elly replied, “When writing a book, I have 300 pages to tell my story. I pace the unfolding of the story, wanting readers to be interested in the details and wanting them to read on.

“Each chapter is a distinct unit with a beginning, middle, and end, smoothly connected to what comes before and after. Upon completing the book, readers need to feel satisfied and know they are wiser for having read my book.

“Promoting a book requires a different mindset. In just a few minutes I need to convey a sharp and concise message, which will entice each person in the audience to buy my book.

“My goals is to NOT tell the reader too much but to stimulate them to go to the next step – to purchase The Favorite Child. This is accomplished by consolidating the 300 detailed and well thought out pages in to the two or three major points which will be most engaging to the audience.

“What is common to both the writing and promoting of a book is the writer’s struggle of knowing how much or how little to say. When writing, the writer does not want to drown the reader in irrelevant details; when promoting the book, there isn’t the time to encounter this risk.

“Conversely, when promoting the book, the writer does not want to engage with interviewers in free-flowing discussion as one would with a friend over coffee: the writer wants to use the time wisely to make succinct points that will help sell the book. But, when I wrote The Favorite Child, it was the free-flowing discussions I had with friends and colleagues that added richness and texture to the book and helped me clarify and develop my opinions and prose.”

I asked Elly how she likes all the interviews and book promotion activity.

“I enjoy promoting the book. Everything about the experience intrigues me. I’ve been interviewed on shows with dramatically different audiences, and it is amazing how each interviewer gets to similar information from such divergent approaches, some with humor, others provocatively, and some directly.

“And, I still can’t get over the fact that while in Paris a friend listened to an interview I did on NPR in NYC on her computer.”

You can purchase The Favorite Child at Amazon.com. Read Dr. Libby’s blog on Psychology Today.

Writing Inspiration: Trusting Your Muse

February 1, 2010 by Lisa Tener

I’ve committed this week to walking every day, part of my writing inspiration and wellbeing. In the northeast US that’s a pretty big commitment in February–especially for someone who traces her ancestors back to the dessert.

What could be better inspiration for a writer than walking in nature, though? And my walk, ultimately, brought me powerful metaphors for the writing path.

I walked a leave-strewn path to Narragansett Bay where I spotted harbor seals sunning themselves on the rocks above the water line. I picked up a few shells–pearly wampum and a perfect whelk. I took a moment to be still and watch the sun dance on the near-still water.

As I neared the seals, I saw someone duck into a different path, one I’d taken years ago. Hmmm. Should I? I knew there were decision points on that path, and no memory of how I would choose the right path at those points.

But an inner prompting told me to trust. Take the path. I knew I’d likely end up lost, but I trusted that inner guidance. Several times along the way, I questioned the wisdom, but I knew I could turn back if I got truly lost in moving forward.

Trusting Intuition for Inspiration

Hmmm. What’s that path there? Lots of leaves. Probably not as well traveled. I’ll stay on this path. How about the next one? Pretty leafy, as well.

I don’t remember these ponds here. Uh oh. This part looks foreign. And this foundation–some old building or mill? No. I’ve never been on this path. Not in this lifetime.

But my inner guidance told me to continue. I did. Eventually, I could hear the traffic of Old Boston Neck Road. And I found my way back to the wide main path, just before the parking lot.

How Writing Takes Us on New Paths

Writing is like that. Our inner voice, our muse, often asks us to step out in faith and take a new path. My well-worn path is book proposals and self-help books. But my inner prompting has asked me to write a children’s book. I’ve been mucking around and losing my way on this new path.

It went from picture book to early readers and now I’m thinking it may be a middle grade novel. Which means completely rewriting it again. And it feels so uncomfortable. I’ve even hired my share of editors to help me with this new genre, but I’m still lost. And it seems I’ll need to continue to listen for my muse, look for its writing inspiration to tell me where to step next.

How about you? Are you being asked to step into an unfamiliar path in your writing? Are you willing to trust your muse? Trust that you can do it? Have you taken a step? Or are you waiting for a sign? Share your stories, inspiration (and questions) here!

How to Get Reporters to Quote You

The Right Way to Journal

Writing Blocks: Create Sacred Space

The Process of Getting a Literary Agent

Writing a Book vs. Marketing a Book

Writing Inspiration: Trusting Your Muse

Trusting Intuition for Inspiration

How Writing Takes Us on New Paths

Write a Book

Courses + Programs

Services + Successes

Contact Lisa