How to Create the Ultimate Online Media Kit

Once you have completed your work on a new product—whether it is a book, a record, a new CD series, or even a blog—you will probably have some time before it is available to the market. This is the perfect opportunity to get your ducks in a row and prepare for the launch.

Andy Andrews' Media Kit

One of the first things you need to create is a great online media kit. This is a page on your website or blog where you will want to send:

  • Strategic partners
  • Media producers
  • Product reviewers
  • Event planners
  • Super fans

This is a resource page designed to equip them with all the tools they will need to do their job and help you get the word out.

I suggest that you include the following eight components. You can alternatively split these into separate pages. I’ll provide some examples at the end of this post.

  1. Headline. Make it clear what this page is. It might be as simple as “The name of your product and the words, “Media Kit.”
  2. Navigation. Provide a “table of contents.” This provides an overview of the page and a quick way for your visitor to navigate to the parts of the page that are most relevant to him or her. For example, I did this on my Speaking page. Though it’s not a Media Kit per se, it will give you the idea.
  3. Contact Information. Make it easy on the media, events planners, and your fans. This is often all they are looking for. Put it near the top. Tell people who to contact for:
    • Media inquiries
    • Event inquiries
    • Review copy requests
    • Fan Inquiries
    • Social media links
    • All other inquiries

    If you are going to provide an email address, use a link and encode it, so you don’t attract a lot of spam. Also, provide links to your social media profiles, including Twitter, Facebook, Google+, etc.

  4. Product Information. Provide all the basic product information in one place. Don’t make your readers hunt.
    • Sales Copy. Provide both short (1oo words) and long versions (300–500 words) of your sales copy.
    • Product Specs. List the simple product or technical specs. For a book, this would include format (hardcover, paperback, etc.), publisher, publication or availability date, ISBN or product number, product dimensions, shipping weight, and suggested retail price.
    • Product Formats. List any additional product formats the product might be available in. For a book, this could include digital formats, foreign editions, etc.
    • Ancillary Products. List any ancillary products: premium editions, signed editions, DVD study materials, merchandise, workbooks, seminars, conferences, etc. This could be anything organically-related to the primary product.
    • Product Photos. Provide more than one photo, preferably from different angles and in 3d. I use a program called Box Shot 3D. It is amazing, allowing me to create product shots like this:

      3D Photo of StandOut

    • Product Trailers. First, there were movie trailers. Then there were music videos. Now, there are great trailers for books. In fact, some creatives produce more than one. Make sure they are uploaded to a site like Vimeo (my personal preference) or YouTube, so people reading the page can embed them on their own site or blog.
    • Full Bio. I would also provide a short version (100 words) and a longer one (300–500 words). Don’t make this look like a resume. You only need to include what is relevant to this page’s audience.
    • Headshots. Provide several headshots of yourself. You should provide several photos in several sizes. I provide formal, casual, and “action” shots.
    • Product Endorsements. This is where you include all the celebrity endorsements. Try to get authority figures in your category. If you can’t get that, shoot for people with impressive credentials. If you can’t get that, customer endorsements are better than nothing. I explain how to do this in a previous post.
  5. Promotion Information. Most readers won’t be interested in every aspect of your marketing strategy. However, your live appearances (e.g., speaking events, concerts, etc.) and media appearances (e.g., radio, television, etc.) will be relevant to both professionals and fans.
    • Live Appearances. Provide a list of your upcoming speaking or concert dates. Include links so readers can get additional information. Here’s an example from my own Speaking page.
    • Media Appearances. Provide a list of your upcoming media appearances, so that producers, event planners, and fans can tune in. You might also include highlights from previous appearances.
  6. Interviewer Resources. You want to make it easy for producers to book you. Provide the following items:
    • Bio Talking Points. This is similar to your bio, but in a talk points format instead of a narrative. This makes it easier for the interviewer to make it sound natural. Here’s an example (PDF) of something similar I provide to those who introduce me before I speak.
    • How to Sound Like You’ve Read the Book (or used the product). This is a brilliant idea that I got from Robert Smith, Andy Andrews’ manager. He recognized that 95% of interviewers will never read Andy’s book. This is my experience as well. But they want to sound like they have read the book. This is an opportunity for you to summarize your product and make the interviewer look smart.
    • List of Interview Topics and Angles. Again, in the spirit of making it easy for producers to book you, provide a list of interview topics and angles. Make them relevant to what people are already talking about. This is one section you will likely need to update as the current news changes.
    • Sample Interview Questions. This is the single most important thing you can do to get more, high quality interviews. Develop a list of 7–10 interview questions. This allows both you and the interviewer to look smart.
  7. Fan Resources. It’s great to have fans. It is even better to turn fans into evangelists. But in order to do this, you have to equip them to work on your behalf.
    • Sample Chapters. Give your fans something to share with others. One great tool is Scribd. Why? Because your fans can embed the sample chapters in their own blog in order to share it with others.
    • Twitter Post Samples. I wrote about this a few days ago, but, again, make it easy. Give your followers 10–30 sample tweets. Suggest a hashtag, so you can track all the tweets in one place.
    • Banner Ads. Commission the design of banner ads that your fans can put on their own blogs or websites. These are cheaper than you think. Just search Google for “cheap banner ad design.” You want to create ads for all the standard banner ad sizes.
    • Incentives. Give people an opportunity to connect with you based on how many of their products you buy or what they are willing to do to promote them. Gary Vaynerchuck and Phil Cooke are two examples of this. Be creative!
    • Wallpaper. Some of your fans want “digital bling.” They identify with your brand or your product more than you may thing. They will proudly display it on their computer. What can be more personal than that? A good designer can crank out wallpaper using your exiting graphics in less than 30 minutes.
    • Merchandise. Some of your fans want “physical bling.” Again, they identify with your brand or your product so much that they are willing to wear it, display it, or drink from it. My friend, John Richardson, recently outlined several possibilities, including links to vendors.
  8. Media Reactions. This is basically a “wall of fame.” Include your best:
    • Product Reviews
    • Customer Reviews
    • Twitter Comments
    • Facebook Comments
    • Google+ Comments

    The idea here is to share endorsements and enthusiasm from your fans to fuel even more enthusiasm.

The best example of a media kit I have ever seen is the most recent one for Andy Andrews newest book, The Final Summit. It meets nearly all my criteria. (And it gave me a lot of ideas I had not thought of.) Make sure you download the PDF as well.

Also, check out the online media kits for Dave Ramsey’s new book, EntreLeadership, Dov Seldman’s book, How: Why How We Do Anything Means Everything, and Jenny Blake’s book, Life After College.

If you want to equip your potential partners and fans to get the word out, you will take the time to to build a great online media kit.

Question: How could an online media kit like I have described help you mobilize the troops? You can leave a comment by clicking here.
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Please note: I reserve the right to delete comments that are snarky, offensive, or off-topic. If in doubt, read My Comments Policy.

  • http://www.warriorshepherd.com/blog Dave Hearn

    Michael, again you are hitting exactly what I need!  Perfect timing and topic.  

    I assume this will work for free ebooks as well…  I will be working on my page this week.

    Thanks.

    • http://michaelhyatt.com Michael Hyatt

      Yes, absolutely. It really works for any product.

  • http://chrisvonada.com chris vonada

    Oh.My.Goodness! You and Andy have made my day, I read your great article Michael and see that I’m quoted (I”m Just Thinkin’) in Andy’s Final Summit media kit. Lovin’ you both (even more!) :)

  • Hanne Moon

    Sharing this will all my writing friends… excellent advice! Thanks! :)

  • http://successbeginstoday.org/wordpress John Richardson

    Great material, Michael. I’m working on a couple of projects like this. The hard part is to get all the pieces together and make everything look good. One tool that I found for media pages like this is is the premise landing pages plugin for WordPress from Copyblogger media. It is inexpensive and has great templates for sales pages, media kits, and awesome landing pages. It also has an A-B page checker to see which of your pages perform better. The site is http://getpremise.com/

    • http://michaelhyatt.com Michael Hyatt

      I looked at Premise a while back and it looked great. I need to check it out again.

    • http://www.facebook.com/people/Lori-Tracy-Boruff/1630483795 Lori Tracy Boruff

      I’m going to check this out – thanks John!

    • http://www.jeffrandleman.com Jeff Randleman

      This sounds like a great tool!

    • http://www.tnealtarver.wordpress.com TNeal

      Thanks for the redirect, John. I’ve bookmarked “premise” to check out later.–Tom

  • http://twitter.com/TheBlaqueWidow Black Widow Spider

    Perfect! This is so comprehensive. I am a marketer and I never even thought of some of these. Thank you very much. I am so grateful for the person who intro’d me to your blog. Continue educating us!

  • http://www.facebook.com/people/Lori-Tracy-Boruff/1630483795 Lori Tracy Boruff

    This is great Michael!  As the interviewER, I have been impressed with authors and experts who have their media kits together although I don’t see it very often. When I see it, however, they go to the top of the ‘contact list.’

    My time is valuable. Having a media kit available sends the message to me that they understand and appreciate my time. And I, in turn, appreciate them.

    Having said that…I need to work on my own media kit – your detailed checklist is what I needed to make that happen without reinventing the wheel.

    God Bless and thanks for sharing!

  • Brandon Vogt

    What a rich resource! A couple months ago, inspired by Jenny Blake’s work, I created a “Reviewer Kit” for my book “The Church and New Media”:

    http://www.churchandnewmedia.com/reviewer/

    But I wish I had seen your guide first! I especially like the “How to Sound Like You’ve Read the Book” recommendation. I’ve done a number of interviews where it’s clear from the get-go that the host hasn’t even cracked the cover, producing a terribly awkward conversation. So adding this section to the “Media Kit” would be good for all parties involved.

    • http://michaelhyatt.com Michael Hyatt

      Excellent. Really, really good job. Thanks.

  • http://www.bigb94.wordpress.com Brandon

    These are some great tips!

  • http://www.bigb94.wordpress.com Brandon

    Oh…and by creating this page. Would you suggest having it as a page on your blog or create it as a whole new URL?

    • http://michaelhyatt.com Michael Hyatt

      I would create it as a page on your blog. Keep all the traffic there.

  • http://www.jeffrandleman.com Jeff Randleman

    As I strive to build my blog, write my books, and make myself a bit more known, this will come in handy.  I’m not sure it’s possible for me to build all of this yet, since I’m not to the point of needing it… yet, but I will be referring back to this down the road.  Thanks for the resource!

  • http://uma-maheswaran.blogspot.com/ Uma Maheswaran S

    I really fell in love with book trailers.  When it was introduced, that was really novel to me. Some trailers have convinced me to go for those books. 

    True! Online media kits speaks for the product.

  • http://goinswriter.com/ Jeff Goins

    Very helpful!

  • http://www.facebook.com/people/Author-Rich-Nilsen/100001485902386 Author Rich Nilsen

    The “Final Summit” landing page is phenomenal. Like you said, it is the best I’ve ever seen, by far. Thank you for sharing and inspiring me!
    Rich Nilsen
    Author of “Sleep Great for Life”

  • Melindatoad

    Well, I certainly have a project to work on this week now :) Thank you for this awesome post and information. This gives me the perfect lay out for it all. I didn’t do the best job on my first book but I didn’t know quite how to organize it all, what I should include etc. I don’t want to overwhelm readers etc so this works nicely.

    Blessings,
    Mel
    Please feel free to stop by: Trailing After God

  • Pingback: 7 Characteristics of Landing Pages That Get Results | Michael Hyatt()

  • http://www.tnealtarver.wordpress.com TNeal

    In the last week or so, an avalanche of marketing information has come roaring down the Internet mountain and crushed my puny brain. In this post,  you’ve offered me a shovel to dig myself out of the pile and organize any future marketing efforts in a way not so consuming. I still feel mentally buried by all this information but I think, yes, there it is. That ray of hope just peaked through and I see a rescuer’s hand reaching down to pull me out.

    • http://michaelhyatt.com Michael Hyatt

      Good! I am glad.

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  • Jenny Blake

    Thank you so much for the shout-out, Michael! I really appreciate it – LOVED this post! Fantastic resources all around :)

    • http://michaelhyatt.com Michael Hyatt

      You are doing a great job, Jenny. I hope you are selling a gzillion books!

  • http://www.jeubfamily.com Chris Jeub

    Box Shot 3D. I’m all over it. Thank you, Michael!

  • http://www.freemovietag.com Download Movies

    Continuez votre travail fantastique, j’ai lu des articles assez rares sur ce site et je pense que votre blog est très intéressant et a reçu des tonnes d’informations fantastique. Merci pour le partage.

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    Amazing write-up! This could aid plenty of people find out more about this particular issue. Are you keen to integrate video clips coupled with these? It would absolutely help out. Your conclusion was spot on and thanks to you; I probably won’t have to describe everything to my pals. I can simply direct them here!

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  • http://www.gqtrippin.com GQ

    Thanks for this! What are your thoughts of trying to keep a media kit short? I hear 2-3 pages is ideal.

    • http://michaelhyatt.com/ Michael Hyatt

      Honestly, I don’t think it matters as long as you have the navigation I recommend. People can quickly get to what they need.

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  • Allison

    Great post!

  • Skmclees

    Do you know of anyone who would help a non profit organization set up an inspirational web site. The one we have now is very boring. http://www.grannybasketball.com
    Thanks for any help you could give us.
    Sharon Mclees
    Skmclees@hotmail.com

  • Irenes84

    Michael, this is GREAT.  Please send a link to an example of a one page online media kit. 

  • Scott

    Hi @mhyatt:disqus
    We’ve made a media kit for our blog Man of Many here: http://manofmany.com/wp-content/uploads/2013/01/Man-of-Many-Media-Kit-March-2013.pdf

    We’d love if you could take a look for some feedback, but we also wanted to know, once you’ve made the kit, where is the best place to share it?

  • Alvin Dawkins

    Michael again you give outstanding information out. Thank you!

  • http://twitter.com/AuthorMarina Marina Aris Volandes

    This is fantastic information. Thank you.

  • Adeola Naomi Aderemi

    I have a created my first ever media kit and even though I have been putting it off for a while since I was intimidated.
    No I have another problem I will like to address. My kit is in PDF form made in Google drive but I can’t figure out how to upload it on my blog’s sponsor page.
    I am new to all this and need all the help I can get.
    Thank you

  • maxwell ivey

    hello; this was an incredibly comprehensive post on building a EPK. I am a totally blind business owner who has ben fortunate enough to b interviewed a few times. I am seeking more interviews and am considering doing some public speaking. do you have any suggestions specifically for me? is the anything I should do differently or not concern myself with? thanks so much, max