Bookpleasures.com welcomesas our guest, Scott Lorenz. Scott is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with individuals and entrepreneurs to help them get all the publicity they deserve and more. 

He has handled public relations and marketing for numerous authors, doctors, lawyers, inventors and entrepreneurs. As a book marketing expert Scott is called upon by top execs and bestselling authors to promote their books. He grew up in a family hotel and restaurant business and has a degree in Hotel Administration from UNLV. 

Recently, Scott has published Book Title Generator: A Proven System in Naming Your Book.


Good day Scott and thanks for participating in our interview.

Norm: How did you become interested in book publicity and what keeps you going?


Scott: When I was in college at UNLV I was director of Student Activities. We brought in top authors, experts and entertainers of the day for lectures on campus. Being exposed to this illustrious group of people had a very positive impact on me.

As part of their speaking contract we asked that they have dinner with us. So after the lecture all 12 of our committee dined with them at the Aladdin Hotel.

They comped the meals as it was good PR for them. Here’s a short list: Vincent Bugliosi, (shortly after the Manson trials) David Frost, (after his one on one interview with NIXON) Leonard Nimoy, (before they toyed with an idea for their first movie after the series ended) Charles Kuralt (from CBS’s ON THE ROAD) F. Lee Baily (after the Patty Hearst trial)  Carl Bernstein (All the President’s Men author and his wife… Nora Ephron…) They declined the dinner; they had other plans at CAESARS PALACE.  

Norm: There are many book publicists marketing themselves. How do you distinguish yourself from others?

Scott: My background is promotion, PR, sales and Marketing. I’ve promoted all types of medical services, procedures, events, activities, iPhone apps, even lawsuits. Many people in PR are journalists. Book Marketing and Book Publicity is a SALES job. You have to SELL people about the client’s book. I am a SALES guy in the end.

Norm: Has our present situation with Covid-19 changed the way you work and the way you are helping your clients? 

Scott: COVID-19 has caused many people to start or finish writing their books. Then with the lock down many people have plenty of extra time to read a book.  Major TV shows are talking to guests on ZOOM and SKYPE so it actually offers up more opportunities for PR. 

Also, book stores were shut for a while so sales were directed to AMAZON and BN on line. We were already there with a solid digital marketing plan for our authors. We never skipped a beat.

Then with members of the media working from home, sending a physical book or letter was a losing proposition as they piled up in the corporate offices. That’s why we did so well as we have relationships and were able to conduct solid email campaigns and digital campaigns. This has kept us foremost in the minds of many members of the press. It’s paid off in terms of bookings and media hits.

Norm: You’ve been doing book publicity for quite a few years now. What would you say are some of the biggest differences in publicity today from when you started? 

Scott: When we first started mailing a press release was the way to do it. Then when people actually answered the phone that was pretty effective.

One time I actually called Andy Rooney of 60 Minutes and had a lovely chat with him. Now nobody answers their phone it seems! (People are shocked when I answer)

Then there was a time when the FAX MACHINE was the rage… oh my. Then that faded out.

Then came email… what a revelation that was. It worked great until everyone had all the top media addresses and they were on line for free. Now things have really gotten interesting. COVID has killed direct mail. Nobody really wants to touch anything. 

So now reaching out to the media via FACEBOOK, LinkedIn and Twitter are very effective for me.  I’ve booked dozens of interviews on these platforms alone. I’ve got 40,000+ followers on Twitter and I have found that very useful indeed. 

This underscores the importance of having a platform so media can find YOU. This past month I was contacted by NY1 TV asking my opinion as a book marketing expert about what I thought the chances were of Governor Cuomo’s book becoming a bestseller.

Then I was contacted by Newsweek asking my opinion about all of the TRUMP books in the marketplace and was that normal or not.

Norm: What would you say are some of the greatest challenges to a successful publicity campaign for a book launch? 

Scott: The title has to be catchy and relevant which is why I wrote Book Title Generator. If the author mistitles a book it takes more time and effort to overcome a bad title. That’s why I say the title is the most important step in having a successful book.

Then, most obviously you have to have a book that the marketplace wants. The timing has to be right. For example if someone wrote a book about the shortcomings of George Bush (in 2020) nobody would care and nobody would buy it. Being able to tie into current events makes you relevant to many shows and news outlets.

Norm: What, in your experience, are some of the biggest misnomers about book publicity? 

Scott: That you can just flip a switch and it flows. Some of the funniest conversations I have with authors include: “Just book me on the big shows like Good Morning America and FOX NEWS, I don’t want the small shows.” 

Here’s the deal, everyone wants to play in the World Series against the Yankees. And everybody knows you have to earn that right. You have to play in little league first, then college baseball, then, the minor leagues, then when you are really deserving of it… you get a shot at the WORLD SERIES. 

Norm: Have you ever turned down an author because you believed his book would be of little interest to the public or that it was poorly written?

Scott: Yes. Every so often there are books that in my opinion the media won’t be interested in (like textbooks). If a book is poorly written we won’t represent it. Now I have worked with authors on occasion and connected them with writers and editors to fix a book that had potential but had too many issues. 

Norm: Please tell us about your recent book, Book Title Generator: A Proven System in Naming Your Book.

Scott: As a lover of books and collector of good book titles I wanted to bring my three decades of book marketing experience to help authors title their books.

I’ve studied what makes one title work over another, looked at various techniques top authors use to title their books and compiled this in an easy to read book. Book Title Generator is designed for authors and publishers as a surefire method to uncover that coveted, memorable and winning book title using a proven system to title a book.

Norm: What were your goals and intentions in this book, and how well do you feel you achieved them?  

Scott:  With dozens and dozens of Five Star Reviews Book Title Generator: A Proven System in Naming Your Book is off to a good start. We garnered the 2020 International Book Award in the Business Communications/Public Relations category. It was a Top New Release on Amazon and it’s been nominated for several awards including best audio book for authors.

Norm: Why is the title of the book important?

Scott: Nobody buys a book unless they’re first attracted by the title and cover. If the title doesn’t grab them it’s game over.

Using the latest methods of getting a book ranked on search engines and in Amazon, I lay out a plan to help authors get the right title for their book. I ask authors to consider all options in the quest for the perfect book title. From using numbers, alliteration, idioms, and keyword research, Book Title Generator covers them all.

Norm: What makes your book stand out from the crowd?  

Scott: The title of course! (And the subtitle… I discuss this in my book!) The cover design is critical too. I had 80+ designs created before we settled on this one. 

Norm: What projects are you working on at the present?  

Scott: My focus is always the promotion of my clients. I have some terrific author clients and they are the recipient of my attention. (My wife and I have two grandkids who we love dearly. They are so much fun and keep things very interesting whenever we see them.)

Norm: How can our readers find out more about Book Title Generator: A Proven System in Naming Your Book and yourself?

Scott: Find out more about me at: BOOK MARKETING EXPERT

Buy the book at   AMAZON

Get Tips for Authors at: BOOK PUBLICIST

Norm: As this interview comes to an end, what question do you wish that someone would ask about your book, but nobody has? 

Scott: I believe I have heard just about all of them!

Norm: Thanks once again and good luck with all of your future endeavours.