In this episode of Build Momentum, we are joined by Dennis Welch. He was a former full-time musician and songwriter. Dennis has also worked at Gallup, a global analytics and advisory company based in Washington, D.C.

In January 2012, Dennis started Articulate, a company specializing in PR and communications for the book industry. He is currently the president and CEO.

Some Questions I Ask:

• How did you find your way into book public relations? (1:28)
• How would you say promoting a book is different from promoting a business or a company or a product? (5:41)
• What is your starting point for kicking off a book? (7:49)
• What other things are you looking for to ensure a book PR’s success? (11:10)
• Would you tell us a story about one of your greatest successes? (15:41)

In This Episode, You Will Learn:

• Dennis’ book PR journey (1:50)
• Book promotion vs. company/product promotion (5:56)
• Dennis’ involvement in the book journey (8:03)
• The mystic wonder of book PR (11:16)
• Pitching the “Mad Scientist of Entrepreneurs” (16:03)

Quotes:

“This is a lot easier to do for somebody else than it is to do it for yourself, quite frankly, unless you're an egomaniac.”

“We have never advertised or done marketing of any kind. It is all word of mouth for 10 years. And that's such a blessing.”

“Every good thing happens in a dialogue.”

“I'm interested when people say, ‘You know what, this might change the lives of people in a way that could be transformational,’ and salt the culture a little bit and those kinds of things, you know, that piques my interest already. It makes my filters change for how I read their book or help them with the book.”

“I don't have to have [a big-name author like] Patrick Lencioni. To get some activity, some big activity, what I have to be able to explain quickly—to get your attention quickly—is why this matters. Create some urgency. And if I can do that, then you know what? Then anything is possible.”

“Everybody thinks they're going to write a book. But when you meet people who actually have written books, it's very cool. And I treat that like the gift that it is, because you spent a lot of hours in your room somewhere doing this—and it's important.”

Connect with Dennis Welch:
Articulate Website
Dennis Welch’s LinkedIn
dennis@bearticulate.com

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