Skywatchers saw a rare treat on Jan. 31: a Blue Moon, a total lunar eclipse and a supermoon all at the same time! It’s the first total lunar eclipse since 2015 and the first Blue Moon Blood Moon visible from the U.S. since 1866. People were talking about this event all over the globe, and entrepreneurs found a way to use that buzz to capture the attention. Were you able to use this event to help promote your book? Universal events come around rarely. Blue Moons are not as rare as the old saying “once in a blue moon” implies; they happen about once every 2.7 years.
However, buzz can be capitalized on whenever you plan ahead. Don’t wait for a universal event to publicize your book. Take advantage of popular events or holidays to use that energy to slingshot your book to success.
A Blue Moon is when two full moons happen in the same calendar month; lunar eclipses occur when the moon passes into Earth’s shadow; and supermoons happen when the moon’s perigee — its closest approach to Earth in a single orbit — coincides with a full moon. In this case, the supermoon also happened to be the day of the lunar eclipse. Let’s just say simply that the stars were in alignment for great things to happen.
On a metaphysical level, this is the time to launch a product, book, or workshop series. As many spiritual teachers will say the veils are thin. Anything can happen including unexpected success. I say why take chances? Plan ahead to coordinate your events with local, regional or global phenomena. Here are a few steps:
- What is the most popular event in your local area? Or does your book fit with global celestial/cultural events? Or does your book inspire statewide recognition? How does your book fit into any one of these events? Is it a Homecoming football event? A Maple Sugar Festival? Or in my small town a weekend of Harry Potter mania is celebrated. Or perhaps your state is up for national championships in any sport. Identify the Holiday, festival, reunion, that is popular and can inspire a connection for the media.
- Determine how your book fits. Maybe you write about local football heroes? Or you write about the health benefits of Maple Sugar? Or the connection may be more oblique. Your book is about local history in general or cultural phenomena of small towns. Think outside the box to make the connection real to someone outside of your family.
- Write up a short article about how your book connects with this phenomena. You can post it as a blog, or send it off to local media if the event is only locally celebrated. If this event is indeed popular, the press whether, online, digital, or print are always looking for something to help them sell their paper. And your article, quote, or blog may just be the material they need.
- Research who writes about your topic? Who has written a fluff piece about the full moon? Or who has serious connections with the science involved in the Super Moon? Or who writes a sports column, health blog, or history articles. Then research how best to reach them, phone, email, or Messenger?
- Send your queries out. And then follow up to make sure they received your material. Remember that you are in competition with any number of other ‘sources’ to offer material for this event. Make sure your query is on point, and succinct. You want to be asked for more information, not give out the full encyclopedia in one shot. Focus on what is unique about your message. Use that as a highlight.
Blue Moons are uncommon. Make your message match, make it unique and as real a connection as you can. Because timing is indeed everything when it comes to working with the news. Be a part of the buzz, create more buzz, or just hum along. The key is planning ahead to match that excitement. Perhaps with planning your book or project will become that Super, Blood, Blue Moon, a global phenomenon.
© Mari Selby, January 30, 2018
MARI SELBY founded Selby ink in 1998 after working for a small publisher where she was successful in improving their sales from 20,000 books to over 100,000 books in one year. Prior to being a publicist, Mari was a family therapist in private practice for almost 20 years.