Original Musings by Kerry Gleason

Archive for May, 2011

Gleason’s 12 Rules for Effective Book PR


Kerry’s 12 Rules for Effective PR

by Kerry Gleason

www.GleasonPR.com

Kerry Gleason

Coming Soon: THE HARD STUFF, a handbook for PR and marketing for authors

  1. Write a book that is engaging, topical and accessible.
  2. ALWAYS carry a copy with you. Display it whenever you can. (Exceptions: the shower, the pool, places of worship, bonfires.)
  3. Hone your “elevator speech.” Be able to tell a stranger what your book is about in 1-2 sentences, 30 seconds or less.
  4. Look for opportunities to use your expertise. Don’t expect payment. Even non-paid appearances provide the chance a) to sell books, b) to attract other forums, c) to practice your delivery and d) to promote yourself through company/venue newsletters, and through publicity to the general public.
  5. Remember who buys books. People do. Go where the people are.
  6. One bee does not make a buzz. Use all the bees in your hive to make a big buzz.
  7. Press releases – a good idea. What is news – Firsts, fastest, biggest, smallest, etc., controversy. When to send? Upon book release; about scheduled readings or signings; about related topics in the news. Just sending a press release is not enough. You MUST follow up by phone.
  8. Interviews? Prepare, prioritize and direct the interview. Know the audience, and develop 3-5 key messages that maximize sales In your pitch you have probably identified the important things you wish to cover. If the interviewer goes on a different tangent, use a bridging technique, such as, “The short answer to your question is (this), but your listeners might also be interested to know (that).”
  9. Build a website. Refer people to it.
  10. Use social media. “Pimp what you got!”
  11. Be persistent. If one avenue hits a roadblock, try another.
  12. Don’t get discouraged. Don’t ever diminish what you have written. Timing is critical, as is a positive attitude.

My Friend, Jim Conforti


I’ve been lax about checking phone messages lately. Traveling for a week is part of it, but even before that, I just wasn’t getting many personal calls. Today, I scrolled through my phone and saw a few familiar numbers and one that caught me by surprise. An old New Jersey friend, Bart, called, and my word! I have not spoken to Bart in more than a dozen years. His name came up now and then, but I wondered aloud, “Why would Bart call?”

Uh-oh.

I knew instinctively. I did not have to listen to his message. My hand trembled as I called him back.

“Didn’t you listen to my message?” he asked, his tone imparting that he didn’t want to repeat the news. “It’s Jim. He passed away Sunday.”

Jim Conforti is a special kind of friend who comes along once in a lifetime, if you are lucky. In New Jersey, he became my brother, my friend, my wingman, my travel adviser and a fountain of sarcastic wit. We shared the same taste in women, scotch, Jersey Shore beaches and deprecation of N.Y. Jets’ fans. Once, on a return trip from the Shore, which involved sitting in heavy traffic for about four hours, we stopped at a restaurant that was far too fancy for our beach togs. Over our second glass of scotch, or so, he uttered the singular most funny line ever in the history of mankind. We heaved with laughter for more than twenty minutes, eventually at the point where we forgot what was said to cause our uproar. That, in itself, became the source of laughter for many years.

Many of our New Jersey adventures ended in a stop at the White Castle in Clifton, for a sack of sliders. Not the gourmet types served in restaurants today, but the original wafer-thin slices of beef and onion, each with four holes poked in it, steamed on a perforated pan, then placed on a steamed bun with the perfect combo of ketchup, mustard and American cheese. Jim maintained that White Castle burgers got their flavor from the holes.

Jim was with me for many of my best moments in New Jersey. After I moved to Rochester, he visited, just once, and we ventured north to Niagara Falls, in Canada, to experience “the Canadian Ballet.” It was a two-day expedition filled with laughter. As we left one bar to head to another, the bouncer gave us “you can’t miss it” directions that led us to a one-way, no U-turn entrance with a sign reading “Bridge to the USA.” We talked the tollbooth person into letting us back into Canada, and continued our adventure. The next evening, having believed that we had drained an entire nation of its alcohol supply, we headed for home. As an afterthought, Jim suggested that while we were there, we should at least see Niagara Falls. It was about two in the morning, nearly 3:30 a.m. with the Canadian exchange rate at the time, and it seemed there was nobody else there, although there are always people at the Falls. The mist rose in the January night, coating the metal railings with ice and icicles, and a thick, icy glaze covered the frozen sidewalks. Jim went down, and cracked a rib. “Leave it to you,” I chided him, “to fall and get hurt in a foreign country.” He replied, “I didn’t fall. Didn’t you see that? The world jumped up and smacked me!”

Shortly after that, Jim and his bride Kathy moved to Florida. He is one of the few Jersey friends I’ve stayed in contact with, and we’d have marathon phone calls debating football, when his beloved Dolphins played the Bills, and politics, where Jim’s sarcasm varnished every politician regardless of party or past. Florida life seemed a perfect fit for him, and he was forever urging me to move down there. I stubbornly persisted in my efforts to run my marketing business. After I ran into difficulty collecting from clients, and had my electricity turned off, he sent a check. I never asked. He talked to his wife, Kathy, who barely knew me, and sent it. It could have been a few hundred dollars, or a thousand, or a million. That’s between us. But I’ll share part of the note he sent with it.

He started: “… Anyone who chooses to live in Rochester deserves to freeze his ass off.” Then, he got sarcastic. “… we view you more as a hostage than a willing resident.” On the check was a post-it note, on which he wrote: “Of all my friends, you stand the best chance of becoming a millionnaire. I want in on that!” With that, he lifted me from feeling like a complete loser to a superstar just waiting in the wings.

He was diagnosed more than a year ago with stomach cancer. After his surgery, we spoke only once. He emailed me that he wasn’t ignoring my calls, but that he tired easily when talking. I continued to send emails to make him laugh. No reply.

Then, I got the call from Bart. Jim was dead.

Did you see that? The world just jumped up and smacked me.

Iowa. The Land of…


Illinois is “The Land of Lincoln.”

Iowa?  It’s the land of complimentary dog treats!

Man Fixes Rig with a Hammer


Knock 3 times...

Outside a Starbucks in Michigan City, Ind., a man exited the coffee shop with his fru-fru latte, grabbed a hammer and whacked his rig three times. Here, he ponders his work, and when all was said and done, the engine started immediately.

In a related story, the movie “Thor” is playing in theatres across the country.

Good Enough for One Knight: Michigan City, IN


I was stupefied to find a topic for my travel blog.  Everything was pretty smooth behind the wheel of my Penske truck.  It’s factory-new — still had a few tags on it.  With the help of my friend, Tom Eckert, I packed it expertly.  A few things shifted before I got to the store for tie-downs, but it has been quiet back there since.

Expertly parked. You can see by the dented post that others were less adept.

I was dying to get to a sports bar to watch Game 4 of the Bruins vs. Flyers NHL Playoff game.  I passed SOuth Bend IN, and exited in search of a place to watch.  I found a hotel bar in Laporte, IN that was lively and willing to put the game on in time for the entire 3rd period.  The game was tied 1-1, but the B’s tallied four unanswered goals to sweep the series.  I’d love to see them face off against the Sharks in the finals, but don’t want to overlook Tampa.

I drove further along to find a suitable hotel.  Here is Reason #614 for Why Kerry Is Still a Bachelor.  When I’m just stopping for an overnight, I refuse to pay big bucks for a fancy hotel.  I work hard for my money, and all I need is a place to lay my head and a working shower.  Perhaps a TV.  Free Wi-fi is a must.  You hope that you don’t take any microbial passengers with you when you leave.

I found a place called Michigan City, IN, which was quite vibrant.  Wish I found it earlier, ’cause the Texas Roadhouse next to my motel had $3.50 Long Island Ice Teas, but by the time I pulled in, I was eager to write and sleep, and catch a little TV if I could.  The Knights’ Inn, a low-budget chain I’m fond of because they love pets, served my budget requirements ($45, all included, free wi-fi).  It was truly a bargain, because before it was all over, I got 3 rooms for the price of one.

As I entered the first room, #305, a shirtless man who might have been friends with King Arthur, or he might have eaten him based on his physique, watched me through his window.   Inside, I was unable to get a TV signal.  I called the front desk, and was issued room #409.  It was a shame, because it required that I move the truck, which had been expertly parked so not to take out their roof.  I was successful in backing into the second spot. Whew!  I wouldn’t have been able to park it if not for the striped curbs.  Apparently, yellow paint is more costly than black in Indiana.

Yellow paint is at a premium in Indiana.

The new room greeted me with toxic amounts of air freshener.  That TV did not work, either, but I found the culprit was a bad outlet, and watched Criminal Minds.  If it were about a shirtless serial killer in Indiana, I would have been on the hotel phone’s emergency number in a heartbeat.  The only thing that was dead, at that moment, was the internet connection.  I temporarily stole bandwidth from the Red Roof next door, then decided I was too tired to mess with the internet.  I slept well.

Woke Friday, eager to take a hot shower and get on the road.  The single knob on the shower allowed you to turn the scalding hot water on, but not to adjust the temperature.  I’m such a baby!  I called the front desk, and the attendant asked, “Kerry, have you tried turning on the cold water, too?”  I guess I gave the impression I was too stupid to figure that out.

Scalding hot horror film shower handle.

I assured her there was one knob, with some kind of bolt through it and it would not permit cold or “blood-warm” water.  (I just learned yesterday that “blood-warm” was the term for “lukewarm” in colonial days).

I was granted a key to a third room to take a shower.  Immediately, I had room envy, because I wasn’t choked out by air freshener and the furnishings were all new.  I had trouble adjusting the water temperature there because the H and C on the faucets were attached to the incorrect water source.

I survived the Knight’s Inn.  Not bad for one knight.  I might consider going back to try a few of the other rooms.

Some like it hot.

The doors were jimmied, but from the inside, and more than once. It is as if somebody was breaking out of the room.