and author Kate Hanley agreed to talk recently about her new book, The
Anywhere, Anytime Chill Guide: 77 Simple Strategies for Serenity. I was drawn
to her title, mostly because some people rather close to me have recently
suggested that I chill. We could all use a little chilling in these uncertain
economic times. Of course I had to bug Kate about her publicity efforts and she
came through with some very serene-like colors. So here we go . . .
First, congratulations on the publication of your new book, The Anywhere,
Anytime Chill Guide: 77 Simple Strategies for Serenity. How did the idea for
the book come about?
Kate: I’ve been practicing yoga for 14 years, and I know
going to yoga class is an excellent way to de-stress, mentally and physically.
But as an entrepreneur, mom, and busy New Yorker, I know that being able to
take an hour and a half to go “get right” isn’t always in the cards.
I wanted to create an incredibly useful guide to using these time-tested
mind-body practices that I’ve been studying–including yoga, meditation,
Ayurveda, and acupressure–for people who think they don’t have time to devote
to relaxation, or are turned off by all things “woo-woo,” or who
simply don’t realize that it is possible to bring a little balance to your
mind, body, and spirit, even when you only have a minute or so to spare. I
think of the book as bite-sized serenity for busy people.
I’ve asked other authors how they cope with doing so much of their
publicity on their own. Why is this important? And what are the top three
publicity strategies that have worked best for you?
important because you are only going to be a priority for your publisher for
about three months, if that long. Publishing a book is a lot like having a
baby–birth is only the beginning. If you want people to hear about–and thus,
buy–your book, you’ve got to spread the word. The best strategies I’ve found
are 1) taking a class with Sandy Beckwith (who’s fabulous) to not only learn some of the tools I
can use, but actually prepare and hone press materials that I can then use on
my own. 2) Compiling a
database of media contacts–some purchased outright, some gathered by hiring
someone to do the research for me, and some from my own networking–and sending
out tip sheets –which are basically articles in the form of a press release
that smaller markets will likely run as is and others will use as a springboard
for their own story. I will admit that I am not great about doing this year-round.
Because my book is such a great gift — it’s affordable, helpful, and cute–I
do a big PR push starting in the fall. It has gotten me in numerous gift guides
and quoted as an expert in many articles about dealing with holiday stress. 3)
I try to collaborate as much as possible. I write a bi-weekly newsletter at my
own website and I do giveaways of other authors’ books, which they then promote
to their newsletter lists, so we both introduce each other to our respective
followers. I think it’s important to be generous to others and find ways to
cross-pollinate so that you are constantly reaching new people who are hearing
about you from a trusted source.