Ink Tree Ltd.
info@
inktreemarketing.com
403-295-3898
|
|
Segment Sheets
What Are They and Do I Need Them?
Reprinting this article:
You may reprint this article as long as you reprint it in its entirety and keep the byline intact.
|
Segment sheets are an often over-looked part of a
publicity campaign. Before launching into a discussion on segment
sheets, though, it might be wise to define publicity. Publicity is
the process of gaining media attention – it is NOT advertising.
Advertising involves the payment for a promotion that you post in
media outlets, whether in print, radio or television. Anyone can
advertise a product, as long as the content is not offensive to the
particular media outlet. However, people do not place the same
credibility on advertising as they do on publicity because after
all, in an ad you are disclosing only the information that is most
flattering to your own product.
Publicity, on the other hand, is perceived by the audience as a
third party endorsement. If the media is talking about something or
writing about something, people assume credibility in the source.
You cannot buy that type of advertising. Publicity holds a much
greater value than you could ever achieve from any advertising
campaign, no matter how creative you try to be.
So, now that you understand a bit about publicity and its value, you
need to figure out how to attract the attention of the media. Think
long and hard about this before you launch a publicity campaign.
Media personnel are very busy. You are not alone in wanting them to
talk about your product, which in your case is most likely a book.
Producers and editors receive volumes of news releases every day, so
your goal is to make yours stand out. Not only does it need to stand
out, it must inspire. No one wants to write a lackluster article, or
have a boring guest on a television or radio show.
A professionally written news release is the first door opener,
followed by a stellar media kit. These are the basic, essential
components of a good media campaign. The news release must cause the
reader to stop and actually read it. The media kit needs to provide
all of the information required to tell a story about your book. In
fact, it should give the editor or the producer enough information
to write a review or plan a television segment without even
interviewing the author.
The segment sheet should follow the media kit. This piece of
marketing must be very creative and is most effective for television
and radio shows. A segment sheet does the work for the producer of
any shows that you are targeting, so research each show thoroughly:
what demographic does the show aim at
what time of day does the show air
who is the host
what is the host’s personality?
The segment sheet outlines what you will do to entertain and inform
the audience during your two to five minute “segment” of the show.
The sheet should be divided into two or three sections, with each
section outlining a theme for your time on air. Be creative.
Demonstrate, illustrate, show examples, include humor if
appropriate, etc. The objective is to show that you can do more than
sit and talk, talk, talk… Be memorable but maintain a tasteful
attitude.
A well designed segment must be attractive and colorful, so do not
make the mistake of sending out an amateurish document. Enlist the
talents of your graphic designer:
add some graphics
use reader-friendly fonts
balance the text and white spaces
use a good quality paper
Send the segment sheets out directly to the shows’ producers and
then follow up in a professional manner. Having demonstrated that
you have a good knowledge of the show in mind and that you can hold
the interest of the audience gives you a good advantage over other
potential guests.
**We have samples of segment sheets that we can
send to our clients and we are happy to critique our clients’
segment sheets as part of the free email coaching that we provide
with our Ultimate Book
Marketing Kit.**
Copyright © 2009 Ink Tree Ltd.
All rights reserved.
**For more information on how to publicize your book.
Click Here **
|
|
 |
|
