I was reminded of this recently during a coaching conversation with a nonfiction author.<\/p>\n

She knew that it wasn’t enough to contact her local media outlets with a “local author writes new book” angle.<\/p>\n

First, the growth in self-publishing means that many, many more people are publishing books today than in years past so “I wrote a new book” just makes journalists yawn.<\/p>\n

Second, she’s in a major metropolitan market where competition for radio time and newspaper space is stiff. She knew she needed an angle, hook, or idea that would capture attention.<\/p>\n