book promotion

How Podcasts Help Authors with Book Promotion

October 30,2017 / Blog / admin

In an age of constant advertising and promotional noise – from digital billboards distracting us to a constant stream of social media to ads everywhere we consume media – how is an author supposed to “get noticed”? It’s a frustration many newly-published and self-published authors face. But book promotion doesn’t have to drive you insane. In fact, a relatively new medium just might be perfect for promoting your book: podcasts.

Podcasts can expose an author to a greater audience than they naturally have, boosting book sales, increasing personal brand awareness and leading to more interviews. Of course, creating one’s own podcast is where many people start when thinking about using podcasts for marketing. However, if you consider how much work that entails, podcast interview marketing (being a guest on other peoples’ podcasts) may be more enticing. (more…)

5 Ways a Virtual Book Tour Can Increase Your Book Sales

October 23,2017 / Blog / admin

A virtual book tour can be a powerful tool for any author wanting to reach an audience. Once upon a time, the best way to get in front of readers was to literally get in front of them. Authors would travel town to town visiting book sellers big and small. Now in today’s ever-connected digital world, you can get in front of thousands without ever leaving your house.

From social media marketing to email marketing to search engine marketing, sharing your story with others has never been easier. It’s also never been noisier. According to Cisco, we’re uploading information to the internet at breakneck speeds. How is an author supposed to get noticed in this noisy world?

Podcast interview marketing is one tool in the world of virtual book tour planning. Rather than yell above the noise or try to “break through” the noise, become part of the conversation with your ideal customers. The potential readers of your book are listening to podcasts. If you can take a tour of those podcasts, you can launch a virtual book tour. (more…)

Digital Book Tour aka Virtual Book Tour with Podcast Interviews

October 20,2017 / Blog / admin

What exactly is a digital book tour? How does this differ from a standard book tour, and how does an author get started?


It seems everything is digital now. Consumers cut their cable in lieu of streaming entertainment, we no longer fax but email, so many of use Facebook events instead of paper invitations and online bill pay is a standard feature almost everywhere. Even billboards have gone digital.

It makes sense in this light that a book tour the old way is out, and a digital book tour is in for authors. However… defining what that looks like is key. Does an author simply host webinars or Twitter chats about the book? Do you do Facebook lives every day to promote the book? Do you buy an email list? (more…)

Book Promotion Marketing in a Digital Age

September 25,2017 / Blog / admin

Authors: What does book promotion look like in the digital age?

bookshelvesYou’ve written your Great American Novel, and you’re ready to top the Best Sellers List. How do you begin? Where do you promote your book in the digital age? Book promotion in the digital age isn’t a new concept. You’ll find a lot of information on what to do; some book promotion advice is good, but not all information is great for you.

How does an author set up book promotion today? One thing you should consider is that today’s world is vastly online. From Facebook to Google, from Siri to Alexa… much of what we do as consumers happens through the internet. Digital book promotion can be great – think of the reach you have now compared to 20 years ago. Where the power to become a bestseller once resided in Oprah and her book club, you now have the world at your disposal through Twitter, Stitcher, and websites.

Of course, many hopeful authors may assume the book publisher will love the book and want to put its power behind it, promoting and advertising their next star … but can you bank on that? And can you afford to hire a publicist, a PR firm, an agent and a manager? Let’s face it (together): book promotion today is left up to the author and to building a broad audience base. The question remains: Where does an author start? (more…)

Forget Travel: A Virtual Book Tour is the New Norm for Authors

September 18,2017 / Blog / admin

Erik Weihenmayer No BarriersTraveling for a book tour can be inconvenient, expensive and out of the question for some authors. Getting featured on local newscasts can prove difficult if not impossible. As a former TV news producer for a morning show, I know that authors are at the whim of the executive producer or news director. Many newscasts have ditched morning interviews of authors. The quote I remember hearing was, “They’re just trying to sell books. They can buy an ad like everyone else.” With this kind of resistance, authors may want to consider a virtual book tour instead of traveling.

Erik Weihenmayer, the author of No Barriers, decided a virtual book tour was right up his alley for the release of his book. Rather than leave his wife and kids in Colorado to try and drum up interest in his story, visiting booksellers and reading events across the country or trying to schedule morning TV and radio interviews, Erik took on the role of a storyteller with podcasts through his virtual book tour. (more…)

There’s a Right Way and a Wrong Way to Conduct a Digital Book Tour

September 13,2017 / Blog / admin
digital book tour

Old school or digital books, it’s all about the promotion!

Book promotion in the digital age: what do you do? As an author trying to “get the word out” about your work, Do you start with social media like Facebook and Twitter or do you roll out a blog? Or maybe you’re thinking of launching a digital book tour. Of course, you’ll want to plan the launch with precision and some creativity. (more…)

Authors: How to Get on Podcasts to Promote Your Book

September 08,2017 / Blog / admin

How do stand out in the sea of literature?

Book promotion. Many authors cringe at the prospect. How do you set your book apart in the sea of current literature? How do you get noticed on Amazon, on bookshelves, and in social media? When you think about all of the digital platforms authors have at their fingertips today (“Do I have to be on Facebook, Snapchat, Instagram, Twitter… ALL of them?!”) you may feel your anxiety creeping up. Instead of trying to tweet, post, snap, gram and blog everything all the time, maybe there’s a better way. Imagine if you could get on podcasts to promote your book.

Did you know that there are more than 400,000 podcasts on the airwaves right now? you can find podcasts on everything from marketing to entrepreneurship, from essential oils to urban chicken farmers… and everything in between. Listeners are hungry for content that matters to them. That’s where you want to concentrate. Your book has an audience – you just need to find out where they are! (more…)

Dan Miller on How Authors, Speakers, & Coaches Can Leverage Podcast Interviews

September 16,2016 / Blog / admin


Dan Miller: Now, a lot of you are authors, writers, speakers, coaches, and you ask questions about how you can really leverage your message, how you can spread that message. Tom Schwab is a dear friend of mine. He’s in my mastermind. We share a lot of ideas together. He has a company called Interview Valet where he books people on podcasts to help them get exposure for their message. To people like Aaron Walker who last year was on 176 podcasts, that absolutely exploded his business. I wanted Tom to come on. I wanted to interview him. Now, there’s a reason for that. For one thing, he’s breaking a record in doing interviews himself, which is really cool. He’s going to set a Guinness world record for number of interviews done. I wanted to help him contribute to that, but I really wanted to pick his brain about how podcasts are so powerful about helping to spread our message. Here’s my short note or short interview discussion with Tom. Tom, I’ve talked to people that you not only are a business colleague of mind, but a personal friend, so it’s a delight to have you on the call today.


Tom Schwab : Dan, I am thrilled to be here. The only way it could be better is if we were sitting beside each other there in the Sanctuary in Franklin, Tennessee.


Dan Miller: Well, come on down. The weather’s great. The fans are going. We could sit out on a patio here and have a conversation, but we’ll make do with Skype in the meantime. Tom, I’ve told people that you, with Interview Valet, help people, authors, speakers, coaches get exposure for what they do by being podcasts guest. It’s really a popular concept, but explain to us how this shift is taking place, how radio is changing, and what’s happening with podcasting.


Tom Schwab : Dan, I think we’ve seen it over the years, and it really is the empowering of people to choose what they want. It’s not what radio station we can get anymore, but what content we want to listen to, and the Internet makes that possible. I think it’s funny sometimes calling it “podcast,” because there are people that have never owned an iPod or wouldn’t know what an iPod is but know what a podcast is. Really, it’s almost on demand radio now. You can get it downloaded to the dashboard of new cars. You can get it to your phone. You can do so many things while you’re doing it, and I think it’s one of the magic parts about it is that it’s the only medium where you can multitask.


I can’t read your blog while I’m jogging, but I can listen to the podcast. I can’t watch a video while I’m cooking dinner, but I can sure listen to a podcast, and so really, it gives the power to the listener, and I think we’ve just seen it explode here. There’s 350,000 podcasts in the US right now, and while that sounds like a lot, they’re all niched down, so you can find just the interests you want and it’s no longer that people are just listening to it because it’s the only thing on. No, now they’re listening to it because they want to listen to it, and they want to listen at the time they want.


Dan Miller: You know, I love it. Of course I used to listen to radio, as lots of people did, but now even when I jump in my car, my car has Bluetooth so it automatically picks up from my phone the podcast that I was listening to that morning and just continues. Even those 10, 15 minutes in my car, I’m listening to podcasts, and radio is pretty well in the background for me. One of the things that I know you really help people with is recognizing that podcast interviews, you’re in essence borrowing the credibility in the audience of other people who already have established audiences, and that may be easier for some people than getting a speaking about where they would walk up on a stage. How do you help people understand the ease of being a podcast guest?


Tom Schwab : Very much so, Dan. To build up your own audience can take time, and that’s why a lot of people would guest blog or try to get on a story on the Huffington Post or one of the bigger ones, but when it comes to podcasting, I’ve talked to clients before and said, “Would you stop everything you’re doing right now and drive across town to talk to 10 ideal customers?” “Oh, sure.” I’m like, “Would you get in a car and drive across state to talk to 100?” They’re like, “Sure.” Then you say, “Would you get in a plane to talk to 1,000?” At this point, they’re like, “I’m not sure I’m comfortable talking in front of 100, much less 1,000,” and I’m like, “Well don’t worry. You don’t have to go any place. You can do it as a podcast guest, so you already know who the [inaudible 00:04:31] is. They’ve already got the trust of the host who’s invited you on there, so you’re sharing that trust, and now you get to talk to them.” It can be intimidating for some people talking in front of a large audience, but heck, this is just two guys talking here. You’re hearing the same thing that if Dan and I were sitting out on the porch, and it’s very comfortable. Everybody can talk on a telephone, and if you’re comfortable talking on a telephone, you should be comfortable talking on a podcast.


Dan Miller: I love the way you laid that out, because I’m talking with you. I’m not thinking about who else is listening. It’s two guys sitting out here on the bench, under the patio, having a conversation. Podcasting allows us to do that. If somebody is an author, somebody is more introverted than being a real extrovert but they have a message they want to share with people, you help them understand podcasting is a gentle, a nonintrusive, nonthreatening way to help spread their message, which we have to do. Talk a little bit about the fact that you can have a great message, but in today’s world, unless you have some way to spread that message, it’s not going to affect a lot of people.


Tom Schwab : Very much so. There’s great tools out there, but that gives everybody the same opportunity, and sometimes it gets to be a noisier and noisier world. For a while, they were talking about, how do you break through the noise? It really struck me when we were out at Social Media Marketing World. I saw everybody walking around with headphones on. The gentleman that was sitting next to me on the plane, there was no breaking through the noise with him. He had headphones on. He could’ve been an ideal customer, but I couldn’t have gotten to him. People on the bus, all the rest of that, whereas if you know who you want to talk to, they’re already listening there. One of the great rules about marketing is, start the conversation where it’s already going on. If they’re already listening to something, they know, like, and trust it, that’s the place to start that discussion. One of the analogies that I use is if you want to talk to people, there’s two ways to do it. Go to the party where they’re already at, and start in the discussion, or sit at home and hopefully they come by your house. One of them is going to be a whole lot easier, a whole lot more fun, a whole lot less costly and get you faster returns, and that’s going to where they’re already listening.


Dan Miller: Absolutely. Great visual picture for that. When somebody has a message, people often ask me if they are beginning authors or speakers, “Should I do an ebook? Should I do a physical book? Should I create a little course? Should I create a live event?” I tell them, “Yes, yes, yes, yes.” Make it easy for your audience to participate in the message that you want to share with them. Talk just a little bit about how you see people repurposing interviews. They do an interview with somebody. How can that content be shared or perhaps even broken into other ways to communicate with people?


Tom Schwab : That’s such a marvelous question, Dan, because you’re so right because you put out so many different forms, and there’s certain people that love to read your blog. There’s other people that love the podcast, and there’s certain times where you’re more comfortable producing one form of content than the other. For example, I’m an engineer. My training was as an engineer, and it’s caused the way I think. I don’t naturally just write. Writing a blog for me is painful, but speaking is so much easier. If you can naturally speak, you can transcribe any podcast interviews, and there’s a great service out there called For a dollar a minute, you can have it transcribed and sent right to your email. Often, on these podcasts, we’ll go ahead and transcribe them, and now you’ve got this great content. We all talk at about 150 words a minute. That means about every four minutes, you’ve got another blog there. There are people that wouldn’t read a dozen blogs of yours each week, but they’ll listen to a 48 minute podcast. People can take these interviews, transcribe them, make blog posts into them.


We’ll even take them and then start going with highlighters and find 140 characters of wisdom. It’s like, “There’s a great quote.” “Hey, here’s another great piece that would be great for a meme.” There are some people that’ll even put B-roll footage behind it and make little videos out of it. Really, the problem now is not how to create the content. It’s just, do it whichever way works best for you and then repurpose it in what works best for your audience.


Dan Miller: Yeah. Boy, great examples in there. There’s so many ways people can take their message and make sure that it’s being heard by people. Tom, I know that you’re serious about doing these interviews. You have a personal goal to set a record for interviews completed, I understand.


Tom Schwab : I do. I looked on the Guinness Book of World’s Records, and there was a record for the most interviewed person on television, for the most interviewed person on radio, but there was not one for podcasting, and I love being a podcast guest. The people I get to talk to, the people I get to meet, so I reached out to the people at Guinness Book of World’s Records and said, “Had you ever thought of this as a category?” They were like, “That would be great,” so I’m trying to get as many interviews as I can before January 1st of 2017, and with that, they’ll be looking at my data and should be awarding it at that time. I’ll put 48 Days and Dan Miller toward the top of that list.


Dan Miller: That’s great. Boy, that’s a short time frame. You’re really going to get in the game here to make that happen. That’s awesome.


Tom Schwab : I’ve been doing interviews for two years, so I’ve got hundreds and hundreds of interviews, but really cranking it up this last part of the year.


Dan Miller: That’s great. Tell people how they can get in touch with you, Tom, learn more about what you do business-wise, as well as just continue to get these tips about doing great interviews.


Tom Schwab : I love connecting with people. That’s one of the great things. What’s ordinary to you is amazing to me. If I can be of any service, just go to I’ll have all my contact information there, my social media. We’ll have some free offers there talking to you about the six secrets to getting booked on a podcast. There’s a little training video that shows you how you can use this to grow your business, how to turn listeners into leads. I think marketing, that it’s hard. It’s starting a conversation with somebody. If you’re listening to Dan on this podcast, you know the power of podcasting. I guess the only question really is, in the future are your customers going to hear you or your competitor? There’s two ways to do that. Either start your own podcast, or be a guest on great podcasts.


Dan Miller: Wow. Well put. Tom, thanks for your time, your expertise, sharing so willingly here. Our audience is going to benefit from you having been on. Thanks so much.


Tom Schwab : Thank you, Dan.


Dan Miller: All right, well there you go. Again, my friend Tom Schwab. If you want to get his tips about how to do interviews well, he’s got some unique content created for us, the 48 Days audience. Just go to