Freelance Writing & Business Communication

Media Training & PR create a best seller

Richard St. John, author of Stupid, Ugly, Unlucky, and RICH — Spike’s Guide to Success was happy to report that his book hit the Canadian Bestseller list on Amazon.ca. Last Sunday, it was ranked 12,677. By Tuesday night, it had moved up to number 42 on the Bestseller list of the top 100 books, and quite contently stayed there for a while, enjoying the view.

What caused the rise?
Two days of back-to-back TV, radio and print interviews in Vancouver and Calgary. On Monday, Richard gave a talk to the Vancouver Board Of Trade at the Four Seasons Hotel and, because of the publicity, so many people showed up they had to find a bigger room at the last minute and turn people away. “It was a terrific audience, lots of laughs, and almost half the people bought books,” Richard reports.

What’s this have to do with yours truly?
I am a freelance writer and communications trainer. One of my training areas includes Media Interview Training and I trained Richard St. John. By no means do I take all the credit for his recent success. His publicist generated media hits on a variety of TV programs and radio shows and in a number of newspapers. However, as Richard kindly writes:

“I must say Paul, the media training you gave me really paid off in terms of staying on message, going back to the 8 Factors that lead to success, keeping answers short, and not going on excursions. As you said, it’s all in there, but I do have to practice getting it out succinctly.”

And if you have ever questioned the value of media exposure, read on. Not only did sales of the book sky rocket, but Richard knows first hand that people heard his well-honed message:

“It’s amazing how many people saw or heard those shows. Flying back from Calgary, the man sitting next to me on the plane said he saw me on two of the TV shows. But more important, he remembered Spike and the 8 Success Factors. I take a poster of the 8 Factors to every interview and it helps viewers remember them and gives the hosts something to point to and talk about.

Hits on Spike’s website jumped from 5,000 on Sunday to 40,000 on Wednesday after the publicity. But the real rewarding part is when people say how much my Stupid book has helped them. I mean, just yesterday one guy told me it makes an excellent doorstop. That alone made the 10 years worth it!”

Richard St. John is author of Stupid, Ugly, Unlucky, and RICH — Spike’s Guide to Success and president of The St. John Group, communication architects.

Download your free report:
Are You Ready For Your Interview? How to Prepare Yourself and Your Message for Interviews with Reporters (PDF file).

Paul Lima is a freelance writer, media interview trainer and author of How to Write Media Releases, Copywriting That Works and several other books on writing and for writers.