Plymouth, MI—In the past, when book publicist Scott Lorenz was interviewed by Norman Goldman, it was about changes and trends in the book publishing industry and book marketing. But last week Goldman, who runs Book Pleasures.com and has interviewed many of Lorenz's clients, talked about an award winning book written by Lorenz himself, Book Title Generator: A Proven System in Naming Your Book. This unique publication, which won the 2020 International Book Award in Business Public Relations Category, draws on decades of Lorenz's experience in the book industry plus detailed research into the high-tech world of search engines, keywords, social media and online PR.
President of Westwind Book Marketing, Scott Lorenz is a self-professed lover of books and book titles. He has promoted books from every genre; from novels to biographies; from self-help business; from political to religious and everything in between. The interview started with Lorenz being asked about his university studies, at UNLV, and how he became interested in the public relations field.
Following a discussion about how the "Covid Crisis" has impacted the book world, where it was learned that his "solid digital marketing strategies" sees him operating effectively during the lockdown, Lorenz was asked about the importance of an effective book title, "The title has to be catchy and relevant which is why I wrote Book Title Generator. If the author mistitles a book it takes more time and effort to overcome a bad title. That's why I say the title is the most important step in having a successful book. Then, most obviously you have to have a book that the marketplace wants. The timing has to be right. For example if someone wrote a book about the shortcomings of George Bush (in 2020) nobody would care and nobody would buy it. Being able to tie into current events makes you relevant to many shows and news outlets."
Strategies put forth by Lorenz hold true for aspects of online marking beyond the book world, which could prove valuable for authors seeking to showcase their professional services. Many author's employ a book as an entrée for seminars, speaking engagements, consulting or marketing a specific expertise.
Below the videos and reviews is the balance of his interview with Norm Goldman.
"Book Publicist Scott Lorenz gives you the ABCs and XYZs of picking the perfect title for that book you have put your heart into. It's required reading for aspiring or experienced writers." —John Kelly, Detroit Free Press, 5 Stars
"I get HUNDREDS of books a year from hopeful authors. The title has to catch my attention or I pass. If I were an author I'd read Book Title Generator." —Chris Cordani, Executive Producer, Money Matters on WABC-AM, New York, 5 Stars
"A thoughtful collection of techniques and tips for naming a book. I highly recommend it." —Pamela Gossiaux, Bestselling Author, Russo Romantic Mysteries, 5 Stars
Norm: You've been doing book publicity for quite a few years now. What would you say are some of the biggest differences in publicity today from when you started?
Scott: When we first started mailing a press release was the way to do it. Then when people actually answered the phone that was pretty effective.
One time I actually called Andy Rooney of 60 Minutes and had a lovely chat with him. Now nobody answers their phone it seems! (People are shocked when I answer)
Then there was a time when the FAX MACHINE was the rage… oh my. Then that faded out.
Then came email… what a revelation that was. It worked great until everyone had all the top media addresses and they were on line for free. Now things have really gotten interesting. COVID has killed direct mail. Nobody really wants to touch anything.
So now reaching out to the media via FACEBOOK, LinkedIn and Twitter are very effective for me. I've booked dozens of interviews on these platforms alone. I've got 40,000+ followers on Twitter and I have found that very useful indeed.
This underscores the importance of having a platform so media can find YOU. This past month I was contacted by NY1 TV asking my opinion as a book marketing expert about what I thought the chances were of Governor Cuomo's book becoming a bestseller.
Then I was contacted by Newsweek asking my opinion about all of the TRUMP books in the marketplace and was that normal or not.
Norm: What would you say are some of the greatest challenges to a successful publicity campaign for a book launch?
Scott: The title has to be catchy and relevant which is why I wrote Book Title Generator. If the author mistitles a book it takes more time and effort to overcome a bad title. That's why I say the title is the most important step in having a successful book.
Then, most obviously you have to have a book that the marketplace wants. The timing has to be right. For example if someone wrote a book about the shortcomings of George Bush (in 2020) nobody would care and nobody would buy it. Being able to tie into current events makes you relevant to many shows and news outlets.
Norm: What, in your experience, are some of the biggest misnomers about book publicity?
Scott: That you can just flip a switch and it flows. Some of the funniest conversations I have with authors include: "Just book me on the big shows like Good Morning America and FOX NEWS, I don't want the small shows."
Here's the deal, everyone wants to play in the World Series against the Yankees. And everybody knows you have to earn that right. You have to play in little league first, then college baseball, then, the minor leagues, then when you are really deserving of it…you get a shot at the WORLD SERIES.
Norm: Have you ever turned down an author because you believed his book would be of little interest to the public or that it was poorly written?
Scott: Yes. Every so often there are books that in my opinion the media won't be interested in like textbooks). If a book is poorly written we won't represent it. Now I have worked with authors on occasion and connected them with writers and editors to fix a book that had potential but had too many issues.
Norm: Please tell us about your recent book, Book Title Generator: A Proven System in Naming Your Book.
Scott: As a lover of books and collector of good book titles I wanted to bring my three decades of book marketing experience to help authors title their books.
I've studied what makes one title work over another, looked at various techniques top authors use to title their books and compiled this in an easy to read book. Book Title Generator is designed for authors and publishers as a surefire method to uncover that coveted, memorable and winning book title using a proven system to title a book.
Norm: What were your goals and intentions in this book, and how well do you feel you achieved them?
Scott: With dozens and dozens of Five Star Reviews Book Title Generator: A Proven System in Naming Your Book is off to a good start. We garnered the 2020 International Book Award in the Business Communications/Public Relations category. It was a Top New Release on Amazon and it's been nominated for several awards including best audio book for authors.
Norm: Why is the title of the book important?
Scott: Nobody buys a book unless they're first attracted by the title and cover. If the title doesn't grab them it's game over.
Using the latest methods of getting a book ranked on search engines and in Amazon, I lay out a plan to help authors get the right title for their book. I ask authors to consider all options in the quest for the perfect book title. From using numbers, alliteration, idioms, and keyword research, Book Title Generator covers them all.
Norm: What makes your book stand out from the crowd?
Scott: The title of course! (And the subtitle…I discuss this in my book!) The cover design is critical too. I had 80+ designs created before we settled on this one.
Book publicist Scott Lorenz, President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it's their first book or their 15th book.
He's handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman's World, & Howard Stern to name a few.
Learn more about Westwind Communications' book marketing approach at https://www.Book-Marketing-Expert.com or contact Lorenz at scottlorenz@westwindcos.com or by phone at 734-667-2090. Follow Lorenz on Twitter @aBookPublicist.