We pulled out all the stops in creating momentum for this campaign. There were two multi-city tours. The authors did radio interviews by day and book signings by night. We built upon these successes, keeping the momentum going and landing bigger and bigger media hits. The sisters were also smiling under the bright lights of the Today Show talking about Looneyspoons
and letting the host sample some of the recipes.
In the meantime, I was like white on rice with my contact at People
I emailed or called him every two weeks for six months. You read that right; I sent him over a dozen pitches and I kept at it. You know why?
Because he never said no.
But I never did the same thing twice in my pitches. I kept it interesting for him. My follow-ups included, but was not at all limited to:
- Stats about their book sales (going up and up and up)
- Personal anecdotes about the writers (their mother was a refugee)
- A Fedexed box of mouth-watering low-fat fudge made by Greta (a Looneyspoons recipe, of course!)
People magazine's West Coast writer finally said that when book sales reached 600,000, he would pitch Looneyspoons
to his editor.