The Author Desk is a free newsletter for nonfiction business authors, including coaches, consultants, speakers and fractional executives who want their book to bring in clients. Every 7 to 14 days, Elizabeth Javor takes one thing she checks on every book that comes to her desk and shows you how to check it on your own. She has worked in publishing and book marketing since 2007.
The book behind the CBS Morning Show appearance
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Hi , If you follow my work, you have probably seen me reference Dr. Rod Berger and his book, The Narrative Edge, published by Wiley. Dr. Berger appeared on a local CBS Morning Show, and his book hit #1 New Release in Media and Communications on Amazon. What most people ask is how we got the booking. What I want to tell you is what had to be in place before the booking mattered. The part nobody talks about. A national TV appearance is a visibility event. It generates attention. But attention without infrastructure is a spike that fades. If the appearance had happened six months earlier, before Rod's positioning, Amazon listing, website, and broader platform were built, the visibility would have come and gone with nothing to show for it. The reason the CBS appearance produced lasting results is that the platform behind it was already built. When viewers searched for Dr. Berger after the segment, they found an Amazon listing that reinforced credibility, a website that connected the book to his expertise, and a LinkedIn presence that reflected the authority. The visibility compounded into sustained brand recognition because the infrastructure was there to capture it. The lesson for your book. You may never get a CBS Morning Show appearance. Most authors will not. But you will get visibility moments: a podcast interview, a speaking engagement, a social media post that takes off, a referral from someone who read your book. Every one of those moments is a test of whether your infrastructure can convert the attention. If the system is not built, you will not even know what you missed. The traffic comes, it bounces, and you never hear about it. Dr. Berger was generous enough to say the results were "beyond what I could have imagined." I am sharing his story with you because it illustrates the principle that matters most: visibility without infrastructure is noise. Infrastructure makes every visibility moment count. Results vary based on existing platform, package selected, and implementation timeline.
Best, Elizabeth Javor Founder and Lead Book Marketing Strategist Turn Your Book Into a Client Acquisition System thebookmarketingsource.com • elizabeth@thebookmarketingsource.com |
The Author Desk by The Book Marketing Source
The Author Desk is a free newsletter for nonfiction business authors, including coaches, consultants, speakers and fractional executives who want their book to bring in clients. Every 7 to 14 days, Elizabeth Javor takes one thing she checks on every book that comes to her desk and shows you how to check it on your own. She has worked in publishing and book marketing since 2007.
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