Industry Interview ~ Veritas President Don Otis

Veritas President, Don Otis, has over 20-years experience managing successful marketing communications, author and corporate publicity campaigns. Otis is also the author of five books with Fleming Revell, Chosen Books, Shaw / WaterBrook and AMG Publishers. Don and his wife, Jill, live in Cañon City, Colorado.Otis’s credits also include:

Co-founder of the Voice of Hope Radio Network and Middle East Television Associate producer for over 200 television programs Radio talk show host at KVOH, Los Angeles, CA

What’s the difference between book buzz and a marketing campaign?

A media campaign is designed to create exposure in the marketplace for a book. Book buzz comes when other people talk about a book they have read. This creates a momentum of its own. A media campaign is really designed to help jump start a book – to get the buzz going and to create an appetite for the book.

Dollar for dollar, what is the benefit of a private publicist?

Some in-house publicists are often distracted with too many other duties or too many titles. I like to say a freelance publicist is only as good as his last job. I tell people, we have three bosses: the publisher, the author and the media. If we mess up the relationship with any of these, we are in trouble. A freelance publicist has a built-in incentive to produce; and by produce, I mean stir up as much media exposure as possible. If he does well, he will get another chance to shine.

At what point in the publication process should a writer begin promotion, marketing, seeking a publicist?

If an author has a publisher, the decision is based on the marketing budget for the book. I suggest that authors ask publishers right up front, before they sign the contract. You can ask a publisher to provide a plan. Most publishers will resist this or give a boilerplate plan that looks good but that is used for most of their titles. If you are a nonfiction author, ask for a publicist. You can even ask for a specific freelance publicist as part of the deal. It can make the difference between the success and failure for a book.

You have to look at fiction on a case-by-case basis. Not all radio or television programs will consider fiction. In fact, most won’t. As a fiction writer, you have to revise your expectations for the quantity of interviews. This is when blogs like Novel Reviews and Novel Journey can make a difference in getting the word out.

Of all the creative author marketing and publicity you have encountered what effort has provided the most effective results for both the publisher and the author?

The media is efficacious. I have seen one media campaign that elicited 11,000 phone calls in a three-day period after a 700 Club interview we set up. These viewers were desperate for the book that was offered – a book about marriage. These kind of results are rare but it does show the power of the media. The key is to tap into the felt needs of the listeners or viewers. To the extent that an author can connect with their audience, sales will be the effect. In such instances, the publisher, the author, and the viewers/listeners all benefit. This type of quid pro quo relationship is what you hope to achieve.

Of all the marketing and publicity angles you’ve seen – what would you suggest that an author not do or not invest in?

First, you have to see marketing as a pie. Publicity is a slice of that pie. An author or publisher can spend scarce marketing dollars in many ways – direct mail, print advertising, publicity, etc. I have rarely seen print advertising make a significant difference. It is expensive and the cost-to-return ratios are low. I prefer to give authors an opportunity to talk about their own material and interviews afford this chance.

Second, the closer you are to direct contact with your potential buyer, the better chance you have to make a sale. Personal encounters and public speaking are usually superior to other forms of communication. Publicity is next in line because potential buyers at least have a visual or auditory connection whereas these cannot happen in print.

Do you see a measurable difference in book success between authors who let the house publicity department handle the detail of promotion versus an author who works to make their own book known?

I am going to generalize here. Some publishing houses have terrific in-house people who do excellent work. Nevertheless, this is rare. Why? Most in-house publicists are pulled in too many directions. They may have conferences to schedule, meetings to attend, or staff to manage. I have found most to be distracted and overwhelmed by too many titles.

In my experience working with hundreds of authors, a handful, probably less than 1 in 100, has the time, knowledge or contacts to do their own publicity. The reason is that reputable publicity firms spend thousands of dollars each year to keep updated records, nurture relationships, and to purchase the latest directories.

Are there any personal touches that you can recommend to authors who might be introverted and begin palpitating at the thoughts of crowds?

The reality is that some authors are great writers but lousy speakers and vice versa.

Nevertheless, a writer can learn to speak. Radio and television are very different.

Most authors do phone interviews and these are easier. The key is to have a conversation with the host. On television, it is tough to focus on the interviewer and ignore the cameras and lights. You have to realize that you are communicating to one person at a time because that’s essentially what you are doing. A good interview is conversational. For television, don’t be afraid to smile, to move your hands, or to lean forward. The tendency is to be stiff because that’s what fear does to us.

A number of years ago while speaking in England and Canada; I would go out for a run before speaking. For me, running or physical exercise helped relax me beforehand. For some people it is an excellent for of stress relief but each author has to find what works best in coping with the pressure.

Another way to allay your own fears is to be prepared. Re-read your book, skim your interview questions, memorize a few quotes. There is nothing like being prepared to offset your fear of the unknown.

What kind of results do you see from Internet promotion versus traditional?

The jury is still out on the overall effect of Internet promotion. Again, you can’t lump everything together here anymore than you can for radio or television or print. A publication like Focus on the Family magazine is going to have far more readers than a smaller denominational publication. Likewise, a multi-market show like Prime Time America, Janet Parshall’s America or Point of View will yield better results than a small non-commercial radio station. So far, I have yet to see significant quantifiable results from Internet promotion. I think this is changing but we’re not there yet.

What changes have you noticed in publishing recently? Do you find these changes good or not so good?

Without a doubt, the advent of printing on demand has enabled more people to be published quicker and at a lower cost. While self-published and POD books still carry a stigma, I see this beginning to change as the quality, design, and editing improves.

Another change is the proliferation of secular publishers buying Christian publishers – Zondervan, Multnomah, WaterBrook, and Howard are examples. These publishers are looking for the next big winner – the next Joel Osteen, T.D. Jakes, or Prayer of Jabez. I was pleased when Don Piper’s book written with Cec Murphey – 90 Minutes in Heaven (Revell) took off to become a New York Times bestseller. When we did PR on the book, we had no idea it would become such a hit. We can’t eliminate the providential aspects of marketing and I think Jabez and 90 Minutes both had a Divine push.

I have also seen authors become more perceptive about marketing – speaking, blogging, and networking. This has become a necessary component. If you don’t have a platform, some publishers won’t consider publishing your writing. In other words, the publisher-author partnership is definitely bigger than it has been in the past.

The good news for publishers and authors is that when there is an economic downturn like we have seen recently, book sales tend to do well.


Finally, one change that is not good is that Christian bookstores continue to struggle as superstores and online retailers gobble up profits. Only the best selling books get rack space in airports, WalMart or Target stores.

Describe today’s reader based on your own observations.

Not sure much has changed in recent years. Women still purchase more books, read more, and spend more on new titles. Men are visual so I’m not sure they will ever catch up. I also see a trend toward shorter books and shorter sermons. We live in a fast-paced world and most people want the Cliff Notes version of almost everything.

What one or two things could you share with Novel Journey readers that might surprise them regarding book promotion?

There is no science to this. There are no guarantees. A good publicist knows this, works the angles, and is always looking for creative ways to get coverage for an author.

Second, it is not really about book promotion as much as it is promoting ideas. Think of your book, especially if it is fiction, in terms of the connection to current events or real life issues. You must position yourself as an expert, or as someone who can talk about real-world issues that you address in your novel.


What are your favorite genres? Favorite books and authors?


I gravitate to sociology, psychology, men’s issues, current events and history. In fiction, I like Kathi Macias and Karen Kingsbury. In nonfiction, I read secular books but enjoyed Wild at Heart – most titles by Os Guinness, Ravi Zacharias, Chuck Colson, and Gregory Boyd.

If you could say one thing to aspiring authors, what would it be?

If God has given you a gift, don’t give up on it. Be patient, learn from others, and ask questions. I also believe that we tend to ignore the favor of God in our marketing efforts – expecting that we can make it all happen on our own. We need to pray for His favor, His wisdom, His direction.