Dear Author or Publisher,

When I first started out as an independent freelancer and book publicist, this letter (bottom of the page) was what I sent to the authors, publishers, and agents that I knew (and to the many that I didn’t).  Those who got back to me thought it quaint in its earnestness, almost a throwback to the simply worded newspaper ads of the fifties; or the plain language shingles hung in front porches announcing garage sales or haircuts.

But somehow, the letter worked ...

I never wanted to become the big, corporate $8,000.00 a month NYC mega-firm--but I still managed to garner the same media placements as those guys; in many cases even better.  So today, I wear the quaint shingle of a letter like a badge of honor.  I include it below in its entirety.

These principles got me hired by several clients.  They’re what helped me execute successful publicity campaigns for them, and they are what I—and Blue Dot Literary—stick to today…

I hope we can talk, and discover if we’re a good fit for your project.

Sincerely,

Tony Viardo

President

Why This Publicist?

Frequently, publicists—and so-called Mega-PR firms—boast of their years in the business, and the big-name celebrity authors they’ve represented, as proof they can succeed with your title.  I could do that too, but come on, honestly, for 99% of all authors, does that make sense?  Success ten years ago doesn’t mean success now, and really, how difficult would it be to book someone like Julia Roberts’ on The Today Show?

I believe results should speak for a publicist, no matter what their pedigree.  And, the results that should impress you are the ones that are achieved even when one’s clients are not named Jenny McCarthy or Jodi Picoult; which brings me to the top three reasons why you should hire me and not the expensive guy in Manhattan:

REASON # 1:  RESULTS DON’T LIE

As a book publicist and media specialist—a majority of the time for debut and non-celebrity authors—I have personally been responsible for (literally) hundreds of placements in national print, radio, and NPR.  As a television specialist, I’ve booked virtually every major national show that features authors. (See MEDIA PLACEMENTS).  Naturally, I have an extremely muscular rolodex with more than two thousand media contacts, and I have good working relationships with major media gatekeepers on both coasts.  (By the way, I did get to represent some celebrities on the way!).

REASON # 2:  EXPERIENCE YOU CAN TRUST

In addition to comprehensive communications and marketing training, my strong foundation in media is what has allowed me to achieve PR results on par with the largest and most reputable firms in the country.

I began pitching stories at CBS News 60 Minutes, where I was mentored by the best journalists in the world.  My media sense was honed as a TV reporter, where I not only earned a reputation as an excellent writer and news man, I learned how to deal with every kind of agency in the public and private sector.  Eventually, as a Publicity Manager for a large independent publishing house, I combined media instincts with a love of books to become a high-impact advocate for authors.  With my knowledge of news cycles and trends, I routinely turn books into news stories that get published, and turn authors into experts that are regularly quoted or featured on-air.  I’m also a full service media trainer, able to conduct message development and performance coaching sessions.

My point here is that I not only have experience, I have unique experience; which has produced demonstrable results.  Where other book publicists may match my number of years in the business, I doubt they can match my “street education,” my “battle scars” and my track record for improvising results under difficult conditions.

REASON #3:  A PERSONAL TOUCH

I’m not about empty promises, nor do I claim to have a magic formula.  I simply work extremely hard at what makes for good PR:  Strong relationships, quality writing and a keen sense of culture and media.  As a fellow writer, I get personally invested in the projects I promote.  I don’t work to promote titles; I work to develop author brands.  And as a result, I limit my number of clients, so each can receive the personal attention they deserve.  I hope we have a chance to talk about your project.  I look forward to working with you.

Sincerely,

Tony Viardo

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Personal Media Placements

Television Booked

The Oprah Winfrey Show, ABC Good Morning America, NBC The Today Show, CBS The Early Show, CNN Larry King, CNN Anderson Cooper 360, CNN International, CNN Weekend, FOX The Oreilly Factor, Fox & Friends, MSNBC Countdown w/ Keith Olbermann, MSNBC Hardball w/ Chris Matthews, CBS Evening News w/ Katie Couric, CBS Sunday Morning, The Dr. Phil Show, The View, The Rachael Ray Show, Martha Stewart, Entertainment Tonight, EXTRA, E!, E News The Daily 10, ESPN, ESPNews, ESPN Stephen A Smith, Fox Sports Network, CNBC Power Lunch, CNBC Big Idea with Donnie Deutsch, Bloomberg TV Money & Politics, C-SPAN, Book TV, PBS Tavis Smiley Show, more…

Newspapers Booked:

New York Times, Associated Press, USA Today, Washington Post, Wall Street Journal, LA Times, New York Post, Boston Globe, Boston Herald, Philadelphia Inquirer, Baltimore Sun, Baltimore Examiner, Cleveland Plain Dealer, Dallas Morning News, Arizona Republic, Hartford Courant, Denver Post, San Francisco Chronicle, Chicago Tribune, Chicago Sun Times, Seattle Post Intelligencer, The Village Voice, Financial Times of London, more…

Magazines Booked:

People, Newsweek, Rolling Stone, NY Times Magazine, O Magazine, Woman’s World, Parade, Self, Sports Illustrated, US Weekly, Essence, Body + Soul, Parenting, Seventeen, OK, Food & Wine, Boston Home, Entrepreneur, Inc. Magazine, American Profile, The Weekly Standard, American Election, Publisher’s Weekly, Kirkus, Booklist, Foreword, Library Journal, more…

Radio Booked:

NPR All Things Considered, NPR Talk of the Nation, NPR The Diane Rehm Show, NPR Kojo Nnamdi Show, AP Radio, Good Morning America Radio, Oprah Radio’s Gayle King Show, Cosmo Radio, Martha Stewart’s “Modern Living,” The Joan Hamburg Show, Jim Bohannon Show, Mancow in the Morning, ESPN Mike & Mike in the Morning, Maxim Radio, The Clemens Report, The Dennis Praeger Show, Alex Bennett, Air America, AARP Radio, CRN Digital, WGN, WOR, USA Radio, XM Satellite, Sirius Satellite, more…

Professional Relationships with Producers at:

The Ellen Degeneres Show, The Bonnie Hunt Show, The Daily Show w/Jon Stewart, The Colbert Report, Charlie Rose, CBS 60 Minutes, ABC News, NBC News, CBS News, FOX News Hannity, CNN American Morning, CNN Situation Room, CNN Lou Dobbs, CNBC, MSNBC Rachel Maddow, ABC 20/20, Nightline, ABC This Week w/ Stephanopoulos, NBC Dateline, NBC Meet the Press, CBS Face the Nation, Jay Leno, David Letterman, Jimmy Kimmel, Conan O’Brien, Carson Daly, much more…