For sixty millenniums, civilization has exchanged information by word of mouth. Ideas rise and fall in discussion where messages are repeated again and again with others until a generally held belief is developed. Little has changed, except the method of talk. Whether you are promoting a book or tube of toothpaste, the name and message must be repeated, and if you control a small group of messages about your book, you can build a feedback loop that will drive its popularity.

Any experienced author knows that few members of the media provide original book coverage. For a variety of reasons, reporters digest the media kit and whatever information is available on the newsfeeds and repackage the existing information as a fresh offering for their audience. They are echoing the available feedback and, most specifically, the message your media kit presents. When fresh material appears, you get to choose what to incorporate into your ongoing campaign.

Readers behave this way as well. When they visit the major Internet stopping points for reader-generated book feedback, such as Amazon or GoodReads. they will not only decide to read a favorably reviewed book, but they will likely post similar experiences. This works for negative feedback as well. Whether accurate or not, a negative feedback loop is almost impossible to defeat. Just ask Monica Lewinski. The cycle of negativity launched against her did not occur organically. It was generated for political purposes and has been nurtured for twenty years. Again, the key is to control your own message.

When building talking points for a publicity campaign, first decide if your book is timely or timeless. Whether it’s fiction or nonfiction, timely books can be attached to current and relevant subjects. Each day, the news media drives people through specific topics and trends. Just saying your book is related will garner media attention. If your book is lucky enough to relate to the topic du jour or you are a topical expert, make the messaging about only that issue until the news cycle burns out.

If your book is a timeless read, identify the genre or subject matter that best identifies your book and highlight the many ways that your book is different or better than what exists on the shelves. As the author, your experience should enter the discussion. Remember, first the reader comes to the author, and then the reader notices the book. Like the book, there should be a singular description about you that helps pique interest and focus the message.

With the recent saturation of Twitter and Facebook promotional pages, publishers admit that social media isn’t what it once was, and they are returning emphasis to the three tier media approach: local, regional, and national, where each level builds on the other until a large feedback loop is underway. This fact likely makes veteran authors chuckle. For years, they’ve worked news clippings within their media kits to focus the discussion regarding their books. These clippings, by the way, are easily reintroduced and reposted on social media platforms. So again, not a lot has changed since the dawn of civilization. A few standout facts, placed in front of an interested audience, will be repeated, and the positive feedback will pile up.

The US Review of Books seeds feedback loops with professional reviews sent to 15,000 monthly subscribers, including additional followers on GoodReads, Facebook, and Twitter.