You might see yourself as only one of a million people who are knowledgeable in a particular area, but your friends, family and colleagues may see you as the reigning expert on the subject, the go-to guy or gal with the answers.

It all comes down to knowing who you are and what you have to offer others…what is that “unique something” that makes you and your message stand out? If you really are an expert in your field, it may be time to take it to the next level and become well-known as an expert celebrity.

The 17th century French philosopher Descartes summed it up with his immortal words, “I think, therefore I am,” and that is the viewpoint you need to adopt. It requires some soul searching to gain insight about your strengths and weaknesses, plus a strategy so that you can position yourself correctly as an expert, and finally, a willingness to embark on the journey.

The contestants on American Idol are a terrific example. The show starts out with a cattle call. Anyone and everyone who believes they have talent shows up to audition. As the weeks go on, the participants are given a chance to showcase, not just their talent, but themselves. They learn how to package themselves; they have to figure out how to stand out in the crowd.

The competitors who successfully navigate the first few weeks quickly learn how to use their strengths and minimize their weaknesses – they know the judges will expose those weaknesses and it won’t be pretty. They know they must work extra hard to strengthen any vulnerable areas before the next show or they are done for.

It takes some intestinal fortitude to admit what your weaknesses are and a lot of hard work to overcome them. That is where passion and drive come in. These contestants are passionate about their craft and driven to win the final prize – success, fortune and the celebrity that is their due.

Being an expert celebrity is not something that just happens. It takes courage, passion, sweat, drive and maybe even some tears. If you are sure of yourself, who you are, what you want and what it is going to take, you can make it to the top of your field, regardless of whether you are America’s next pop star or the next celebrity home renovation expert.

Time to do some soul searching.

I have always loved authors, which is why I’ve spent twenty years of my life devoted to helping them promote their books and ideas!

I admire authors for their passion, tenacity and, well…chutzpah. Writing a book – and getting it published – is truly for the spirited and dauntless.

Over the years I’ve helped countless numbers of authors to become known. I have even counseled hundreds through the process, starting with the decision to write a book and all the way to arranging for their publicity to promote it.

Unfortunately, few have any understanding of how a published book ends up in homes across America. I’m quite certain that most intend for others to read their book – not leave it for the grandkids to discover in the attic decades from now. Yet, too many have the idea that since any published author can list their book on Amazon.com, that’s all that’s needed for their marketing!

Six months and thousands of dollars later, they have an impressive stack of boxes in their garage, but have sold only a handful.

When I speak with an author who has this problem, I practice “tough love” and ask, “if you have no marketing plan or promotional budget in place why did you invest all that time and energy to even write your book?”

I’ve heard so many reasons why someone was inspired to write. Everything from the desire to share lessons learned from a major life experience, or the desire for financial rewards from dispensing professional expertise, to simply wanting to be a famous author. These are all totally valid reasons for wanting to write a book! (Actually, there are really no wrong reasons – unless your message is about hate or the suppression of others.)

If you’re experiencing a problem with the promotion and sales of your book – let me suggest two very basic ideas:

1. Try to recall the reason you wrote your book in the first place, as it can be very motivating, and
2. Decide and implement a plan that will let people know your book actually exists!

In addition to getting your book listed on the major online bookselling sites, like Amazon.com and BarnesandNoble.com, you should at the very least also have a website for your book, proudly displaying any favorable reviews you’ve received from noteworthy individuals.

Make sure you have a Media page where you can post media coverage you’ve obtained. I can promise you that if someone visits your site and sees a list of publications who have mentioned you and your book in their columns, or talk show hosts who have interviewed you on their shows – it speaks volumes about how important you are and the value of the message in your book! These are just a few book marketing basics.

Getting your book media coverage is where I can help you most. Nothing beats quality interviews on radio and TV, and positive ink in newspapers and magazines for having a direct communication with your target audience.

The implicit endorsement of show hosts and editors has incomparable value – their audiences trust them and are favorably influenced by them.

And when you get the media coverage, you absolutely have to back it up with some marketing efforts. The value of being on radio or TV, or being written about in newspapers and magazines, is really a one-two punch. First step is getting the media to interview you or write about you. That’s great if you are quoted in the New York Times, but it’s here today, gone tomorrow. So, YOU need to take the initiative, and unabashedly promote the heck out it through your own circles: social media marketing, friends, family, business associates, etc. It’s called “repurposing.” This is truly how to compound the value of the media coverage you’ve obtained.

And How to Make Sure They Invite You Back

Successful non-fiction authors know a secret.

They know that when it comes to achieving success with a book, it’s not just about literary talent, or even the cleverness of the topic or message. They know that – unlike the movie Field of Dreams, where all Kevin Costner had to do was build a baseball diamond and the fans magically would come – just getting a book published does not guarantee anyone will hear about it, let alone buy it.

What they know is that getting interviewed on talk radio shows is one of the best ways to become known and get their message heard by a wide audience. In fact, talk radio is more popular than ever, and with the increases in specialty programming that cover a wide gamut of topics, there is more opportunity than ever to become a talk show guest!

And let’s face it, what better way is there to:

• Kick off a coast-to-coast publicity campaign in less than three weeks
• Create promotional “buzz” for your book at the grassroots level
• Reach America’s greatest cities – Boston to LA – from the comfort and convenience of your own home
• Talk directly to your target markets

Sounds great, but how do you make this happen?  How do you get a talk show host to invite you to be a guest?  Having arranged talk show interviews for clients for twenty years, I know the precise formula for successfully hitting the talk radio circuit, so let me share some tips with you.

1.  Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? This is important because talk radio is all about current events. Current events in politics, business, the economy, sports, weather, health, culture. And when you know what’s current, you can package your message to fit the news, making you an attractive guest for a talk show. You need to scan the network and cable news channels, the newspapers, look at news Web sites, and, most importantly, monitor the talk radio landscape. Take time to listen to a few local and national talk shows, and get a feel for what the public is talking about.

2.  Tie-Ins to the News

A critical step is “packaging” your message. As you follow the hottest stories in the news, think of ways you can tie the message of your book into them.  Look for controversy or big names, big money, health, or even relationship issues.  These are always tantalizing topics for many talk show hosts and their listeners.  I’ll give you an example, because this step is a hard one for many people.  I had a client who’d written a book about the causes of bad breath. Yes, bad breath.  With a little help, that client became a popular guest on radio and TV talk shows about dating, first impressions (like job interviews), holiday menus and entertaining…you get the picture.

3.  Pitch Your Topic, Not Your Book

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you.  They want an interview, not an infomercial for your book. So, when pitching to hosts and producers, put the emphasis on the issue you want to talk about on the air, rather than on your book. The fact that you’ve authored a book gives you credibility “currency,” so spend it wisely when pitching your cause. And when you’re on the air, there will be plenty of opportunity to plug your book during the interview.

4.  The Right Press Release Formula

Nothing is more important than the press release itself – it’s your key to the media’s door.  The quality of your press release has everything to do with getting booked as a talk show guest.  You want to make sure your headline is enticing – it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about.  It’s always good to include a couple of juicy or provocative quotes.  Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

5.  Be Prepared For Your Interview

Before you go on the air, make a list of all the questions you think your host might ask.  Come up with the answers you want to give on the air and then…practice!  Enlist the aid of a friend to help you prepare, and ask that person to play the part of the host, while you answer the various questions.  The more time you spend doing this step, the more comfortable you will be during the actual interview.  And very important: don’t read your answers! Just talk to your “host” like you would talk during a meeting with a business associate.

6.  Be Relaxed, Friendly and Informative On the Air

Even if the host asks a tricky question – stay calm! Make sure your responses are thoughtful, insightful and entertaining. And above all, your comments should highlight your expertise on the show’s topic. You’re on the show because you have positioned yourself as the “go-to” person on the subject, so share your expertise with the host and his audience. Don’t answer each of your host’s questions with a plug for your book, but you do want to find (or create) a few openings where you can segue into the fact that “…your book addresses that very issue, etc.”

7.  Make the Host Look Good!

Make every effort to make your host look good, and thank him for having you on the show!  Don’t forget that it really is the host’s show…it’s his livelihood, his career, and will continue to be long after your 20 minutes are up. The interest and approval of the audience are very important to every talk show host – he’s there to inform and entertain.  So help him do well, and in most cases he will help you shine also…and be interested in having you back on the air.

I know I’ve given you a lot to chew on, but if you truly do each of these steps it can be a rocket ride to success.