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Should I buy a media e-mail list?

I think buying email lists are a waste of time for the most part. I use three tactics to contact the media:

1) When each edition was launched I used a publicist who specializes in my genre to do a campaign (cost about $3K) - that really gets the ball rolling. Having the publicist’s name attached to a book creates immediate credibility - they won’t represent a book they think is not salable - their reputation is on the line with their carefully nurtured media contacts. I was able to get 30+ articles, reviews, etc. with this method each time. Each of those stories and reviews created hundreds of sales.

2) I keep the name and email address of every media person I ever talk to on an excel spreadsheet - these are people who I know write about my genre and I use that to send media releases.

3) I develop that list using Google Alerts - I keep alerts for my "book name" (in quotes), my "author name" and several relating to the genre - for me "road trips", "road trip budgets", "RV trips", etc. Then whenever something is written about any of those key words, I get a notice from Google. I follow the link and see what the article, discussion, website, blog is about. I often post a helpful comment with a link to my website (thus creating valuable "back links"), or contact the journalist/blogger/website owner if I can find their email, then add whatever information I can glean to my media list. it is also often another opportunity to get someone to write about you and your book.

The email lists that you buy are not usually very "clean" and they are seldom targeted to your needs, and most importantly, those people don’t have a clue who you are or why they should even open your email or note.

In today’s market it is all about having the right contacts and targeting the right media.

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"And I thought after 40 years of writing, I could write a sales letter... WRONG! Carol White's letter went beyond my imagination and into the sales stratosphere. Thanks, Carol! " -- AD Walker