Differentiating your message. Speakers like Tom Peters get the high fees because no one knows what he'll say next. Make sure the message demonstrates your background and results. International Coach Federation president Marcia Reynolds gets far more visibility leading a booming industry than she could being an author. Creating Best Sellers For high fee markets, writing books isn't enough.
Credibility now rests with nationally-known, recognizable titles.
Yes, fiction gets attention, but primarily those novels written by well-known writers. That distorts our view of what gets ink. Not only is it difficult to do, it also is not the sales slam-dunk that we've been led to believe. Another common misconception is that people care that your new book is now available. Once you grasp that, you or your publicist can approach the editors who cover the specific subject matter, be it the family, business, sports or local section.