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Publicity for Writers: Fie on four talking points

A friend caught me up with the latest in publicity strategy:  have four talking points and be sure to get around to them in every interview.  No matter what questions they ask you.
Why is it that the appearances I remember on Johnny Carson are the times when Orson Welles did magic tricks. Yes, I am mentioning Johnny Carson to emphasize the point that I have remembered those appearances for forty years or so.  People talked about Welles’s magic tricks the next day, and of course they went out to see his movies.
As Chris Brogan said at a BEA workshop:  People don’t buy from people who sell, they buy from people they like.
Why place yourself in an extended Four Point Stress Position on a publicity tour?  Be interesting.  Make people like you.  They’ll buy your book.