Have you been to a book signing lately or read an author interview in a magazine or heard a book talk show on the radio? Chances are you remember more about the story behind the book (what inspired the author) than the book topic. That’s because the most effective way to get people talking about you and your book is to create a memorable story.

Think about it. How many self-help books are out in the marketplace? Financial or investment advice books? How about fantasy novels? Yet, some authors are very successful at spinning their stories so that their books stand out in overcrowded genres and make the bestseller lists.

Rhonda Byrne describes how she was at a personal low in her life–her father died and her business was failing–when she was given a book that revealed the secret to turning her life around. Her desire to share her new-found knowledge with the world was the impetus that led first to the movie, “The Secret,” and then to the book, which still remains on the Publishers Weekly bestseller list after several years.

Robert Kiyosaki told the story of his life lessons learned in his how-to-get-and-stay-rich book, Rich Dad, Poor Dad. Originally self-published, this memoir-style account of how two powerful role models in his life shaped his approach to building successful businesses topped The New York Times bestseller lists for more than 100 weeks.

JK Rowling was a single mom on welfare writing during her children’s nap time when she began the Harry Potter series. Today she is the richest woman in Great Britain due to the books’ successes.

It’s a long road from humble beginnings to successful author. Just having a good book is not enough. So, how do you get started on the path?

Dramatize your story. What inspired you to write the book? It could be as simple as a passing comment from your partner or child or it could have been a milestone event in your life. Laura Duksta, author of The New York Times bestselling children’s book I Love You More, says the story was inspired while she was praying for her sister and nephew. Deborah Sharp, author of the newly released murder mystery, Mama Does Time, says after 9/11 she turned from reporting the news as a USA Today journalist to fiction writing so she could write about happy endings for change.

Here are some tips on how use your packaged story as a base to to build your audience while you are writing your book:

1.Position yourself as an expert. Write articles for trade publications. Teach classes, seminars or workshops. Offer yourself as a guest for local radio or television shows.
2. Connect with your target audience. Start a newsletter. Write a blog. Be a guest speaker for professional or civic groups. Join groups or associations connected to your topic and take a leadership role or volunteer for committees.
3. Publicize your work. Write press releases, post your events on community calendars and participate in social networking sites.
4. Once the book is out, arrange book signings at bookstores or businesses related to your topic. One author I know sold her mystery novel set amid the fast-paced NASCAR racing scene at racetrack events.
5. Virtual book tours via blogs are sweeping the Internet. If you don’t know what I’m talking about and you’re still in the writing process, this is the perfect time to learn about how blogging can help skyrocket book sales.

Whether your story is about how you came to write your book or the circumstances behind your unique message, it is what your audience will remember long after reading your book or hearing you speak. This is the fine art of communicating at the core level. People who learn to do this well make lasting connections that translate to bestsellers and high demand for their services, where they get to tell their story again and again and again and… .

If you’re not using press releases to spread the news about your book and related activities, you’re missing out on reaching a big potential audience. Press releases are not just for the press anymore, either. I see authors and publishers posting press releases on websites and media services where anyone can access the release on the Internet.

To be effective as a publicity tool, a press release should follow these guidelines:

1. The purpose of a press release is to notify the media and your target audience about an event or important story. The goal is provide enough enticing information to have someone call you to find out more, so keep the release to one or two pages.

2.Follow the accepted standard format (samples are in provided in 4Ps to Publishing Success, or available by googling “press release format”). You can and should use your letterhead for the release, but don’t deviate from the format.

3. Write your press release like an article (which is what you want a journalist to turn it into!). Develop an interesting headline. The first paragraph is your hook. What is new or special about your book? What problem does it solve? Who is your audience? The second paragraph can explain what inspired the story or book, why you are an expert and a personal quote related to the information. The third paragraph gives a directive, or call to action. Why should they call you? Are you available for interviews? Will you be holding a book signing in the area? Give your contact information here.

What can you send as part of a media kit?
Include an image of your book cover (postcard, bookmark, etc.) In your cover letter, offer to send a copy of your book. Tell them if you are available for telephone or radio interviews and why you would be an interesting guest. You can even include suggested interview questions on a separate sheet of paper.

When should you follow up with the media?
You can call to follow up with a magazine editor or news reporter about the information you’ve sent. Rule number one: ask if they are available to talk for a few minutes when they answer the phone. Busy editors/reporters on deadline don’t like to be interrupted and will tell you so if you just start talking. Rule number two: Never ask, “Did you receive my press release?” Always offer some new information–preferably something that will be interesting or beneficial to their readers. Ask what you can do to help them and then pitch yourself as a guest or someone they can call upon for information.

It may seem a little uncomfortable if you’ve never done this before, but after one or two times, you’ll feel more at ease with the process. And once you get a response, you’ll be juiced to write them all the time.

Back in the days when I toiled in advertising, those people who were locked in their offices, hunched over desks either writing copy or designing the layouts for the ads were called “creatives.” The “beautiful people” were the account execs who got to wine and dine the clients as part of their job to sign and keep the accounts.

And that is how “creative” can be perceived: The starving artist, reclusive writer and temperamental actor.

I don’t like clichés or stereotypes, so today’s myth-busting message is that authors can be both creative and entertaining. Here are three examples of writers who extended their imaginations past the page to the public’s eye.

The first two were clever enough to tie their work to the event foremost in most Americans’ minds right now–the presidential election.

Mark LaFlamme, author of the novel, Dirt: An American Campaign, put his protagonist, Frank Cotton, in the race with a website and blog for the fictitious character. Those who want to help promote Frank Cotton and the book can download a banner to post on their own websites or blogs and get the good deed reciprocated with their links listed on the “candidate’s” site as a Friend of Frank Cotton.

My client, Feng Shui expert Pat Heydlauff, wrote and posted a press release/article analyzing the colors worn by First Lady Laura Bush, Senator Hillary Clinton, Cindy McCain and vice presidential candidate Sarah Palin during their presentations at the Democratic and Republican National Conventions. This was not a fashion article, but a commentary on how color helped deliver the speakers’ messages with respect to both the outfit and the contrast against the background. The article was picked up by newspapers around the country, with Pat’s short bio, website link and mention of her upcoming book, Feng Shui: So Easy a Child Can Do It.

Author Deb Sharp overcame her resistance to what she calls “shameless promotion” by poking fun of herself both in her personal blog and in Ask Mama, the blog she created for her title character in Mama Does Time and Mama Rides Shotgun. Deb has even created some radio essays for Tampa’s National Public Radio station WUSF-FM that detail the “horrors” she has faced getting ready to be a published author.

I could write a book (and maybe I will) about clever ways to promote yourself. But, you’re a writer, too, so you don’t need me to tell you how to be creative. Just get in the shower, take a walk, drive your car or whatever gets your muse working and think of ways to get your work in front of readers. And then send me your story so I can tell everyone here.