USE "THE ROCK BAND" STRATEGY FOR GETTING CONSISTENT PUBLICITY

Dear Friends,

I was astonished last month by how people responded to not being chosen as my *one* client.

I emailed a number of people who I couldn't take on now as clients and asked if they wanted to be on my waiting list. About half of them never even responded! Yet, in their letter to me many said they *REALLY* wanted to work with me.

Several other people asked me for recommendations for publicists, contacts and other information. When I emailed them the information a few didn't even take the time to jet back a "thank you."

This behavior surprised me on a number of levels. Publicists, journalists and marketing people are particularly sensitive to getting a timely response to their needs. A publicist won't work with a client who doesn't do their part in the process. Why would journalists want to bother with, let alone trust, someone who can't even honor a simple request? They wouldn't. If you want to have a business relationship with a person you respect, if you do nothing else, do these three things:

1. If you're seeking to do business with someone then respond in timely manner to their request(s).
2. When you ask someone a favor and they take their valuable time to give you information, then take a few minutes of your schedule to thank them for going out of their way to help you.
3. Always provide people with the information they've asked of you. If you can't, then let them know right away. If possible, suggest a way to obtain it. (Journalists are always looking for good sources. If you help them, they'll remember you).

This all may seem like good business sense or common sense etiquette, but so many people don't even take care of these "basics." Your goal in media relations is to be a cherished source, someone who can be counted on to deliver accurate, intelligent and entertaining information on a regular basis.

Onto another topic: A number of you have asked if it's "ethical" to excerpt sections from this e-zine for your own e-zine, company newsletter, magazine articles, books, or handouts for your classes and speaking engagements.

Of course! Feel free to use as much of this or any other issue as you want, (see past issues at http://prsecrets.com/articles.html) as long you include this information: "Reprinted with permission from Sell Yourself Without Selling Your Soul®: 60 Second Secrets, a free monthly marketing and publicity e-zine that gives you tips, techniques and secrets to sell yourself, your business, book, product, service or cause with integrity and spirit. Get it FREE today at http://prsecrets.com"

Thanks. Enjoy.

Warmly,

Susan

PUT YOURSELF IN A GOOD POSITION WITH JOURNALISTS

Want to turn the tables on the typical love-hate relationship journalists have with PR people and the publicity seeking public?

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Journalists get these services free. You (and any PR professional) pay to access their databases. It works like this: journalists post their needs for information or expert comments on current stories. Their queries are sent to you daily. You respond if there's a match.

Quickest way to get on a journalists' bad side? Send them irrelevant information that doesn't apply EXACTLY to what they want. Tailor what you have to what they need and you'll be on your way to being considered a excellent, respected source.

1. Direct-pr.com is the only PR Connection run by and for Journalists. It's operated by freelance writer Richard Santalesa. He states: "Profnet and their ilk specialize in volume queries. I'm more interested in building a finely-honed tool that serves up top-notch, targeted valuable queries that then receive top-notch targeted replies." Mailed to 3,999+ PR professionals. Santalesa bans publicists who reply to journalists' requests with off-topic responses or who use the opportunity to pitch their clients' stories. Starts from $169/year. If you want to be on the list but not pay you can sign up to get all the mailings--2 weeks later. http://www.direct-pr.com
    
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3. Profnet sends four daily e-mail missives to its 11,000 members. http://www.profnet.com

USE "THE ROCK BAND" STRATEGY FOR GETTING CONSISTENT PUBLICITY

Mark C. Davis Personal Fitness Trainer and former student in my "Sell Yourself" class contacted me to let me know he would be on KGO's channel seven news with Dr.Dean Edell. In addition, he just received word that an article on him is slated to appear in the June issue of Men's Health Magazine. I asked him how he did it. Here's what he said: I borrowed my strategy from Ray Davies of the Kinks rock band. In his "Storyteller" show he talks about how he became a famous successful rock star. He frequently starts a story with "I knew a man who knew a man who knew" [FILL IN THE BLANK].

I started working at the San Francisco Bay Club in 1997. From 1997 through 1999, I was in charge of the Signature Health Program. My job was to call and meet new members when they joined our club and help them get oriented. I would test their fitness during a 90 minute appointment and then do another one-hour training appointment.

As I was in charge of the program, I got first pick of who I would work with. If I spotted anyone who was involved with PR or any type of media, I made sure they were "mine."

During the 90 minute fitness test appointment, I would put them on a treadmill and ask them their life story. After they told me their story, they would inevitably ask me how I got into fitness. I would pull out my 8x10 photo of me standing on a beach at 368 pounds and say "That was me." (I currently weigh 200 pounds and no longer weigh myself).

I always got a startled, amazed reaction (a couple of people almost fell off of the treadmill). They would want to know every detail of my transformation. I always gave them a business card with my color before and after photos. I literally did this with hundreds of people.

I got to know a man who knew a man who was Editor-in-Chief of Men's Health. I kept in touch with him (he is in charge of West Coast Advertising Sales), and after a year Men's Health decided to do my story.

One of the people I met was the anchorwoman of a local Spanish language TV station. She was struggling with her weight. I told her my story in Spanish (my second language) and the next thing I knew, I was doing a live interview in Spanish that was broadcast by Univision all over the U.S. and Latin America. I actually got a call from a person who did not speak Spanish but saw my pictures on TV and wanted to train with me.

The Dr. Dean Edell story came about because we hired a Registered Dietician. I was involved in interviewing her and realized she had a lot of media contacts. I told her my story and let her know I wanted to publicize it. She told my story to Dr. Dean Edell's producer and they jumped on it. The story was broadcast two days in a row all over the U.S. (not just locally on KGO).

My Men's Health story will be in the June issue (they are currently scheduling the photo shoot). I plan on using the Edell and Univision interview tapes along with the Men's Health story to leverage my way onto national talk shows such as Oprah. I am currently working on a book.

The more publicity I receive, the more people I will get to know who know people who can help me.

If there are two things I learned and applied, they are:

1. You have to constantly work everyday at creating your own PR.
2. Don't be afraid to ask for anything. (I remember the exercise you did in your class where you offered a free book if someone did the right thing. The guy that walked right up to you and asked for it got it).

I applied principle number 2.

I just found out that Oprah is looking for people like me for an upcoming show about weight loss success stories. I quickly sent off my tape and a one-page letter on why I should be on the show along with a tape of my Dean Edell interview. I remembered that a friend and fellow trainer used to train at the club where Oprah works out. I chatted with my friend and it turns out he trained the person who "discovered" Oprah along with one of Oprah's producers. My friend will introduce me to Oprah's associates.

Haven't heard anything yet; you will be one of the first to know. I know it is extremely hard to get booked on Oprah; but it is impossible without asking.

I guess I learned a couple of things in your class!

MY NOTE SUMMARY: Mark did/does a number of great media-savvy things.

1. He incorporates PR into his daily life.
2. He makes it a point to meet and establish a relationship with media people or people who have media contacts.
3. He asks for what he wants over and over again.
4. He sent a tape demonstrating that he's "mediagenic" long with a one-page letter pitching his story. (Producer's appreciate brevity).
5. He believes in what he does.
6. He's a walking testament to his own success.
7. He's committed to other people's success.
8. He perseveres.

Way to go Mark!

Mark C. Davis is an American College of Sports Medicine (ACSM) certified Personal Fitness Trainer at The San Francisco Bay Club. He specializes in working with overweight people of all sizes. Email Mark or call 415.901.9354.

P.S. To do a media tour you need both stamina and to be in excellent physical condition. One client of mine who worked-out hard every day and said she had "endless energy" was so exhausted after a two-week media tour she had to take a vacation to recuperate! If you want to get into shape BEFORE your phone starts ringing off the hook set up an appointment with Mark or a personal trainer in the discipline of your choice in your local area.

SELL YOUR EBOOKS

Accepting submissions:

http://www.ebookmall.com has a selection of over 10,000 ebooks. They are currently accepting submissions in all genres. They also do cover design, web design for promotional author's pages, search engine submission, press releases. If you already have an ebook, you can sell it through eBookMall for a 50% royalty.

ONE OF MY CLIENTS ON OPRAH!

NEW! For anyone who wants to learn the secrets of looking as good as you feel for those upcoming media appearances I highly recommend this book by one of my favorite clients, Victoria Moran.

"LIT FROM WITHIN: Tending Your Soul for Lifelong Beauty" (HarperSanFrancisco, May 2001, 256 pages, $20.00, ISBN: 0-06-251733-3) Victoria offers simple, practical steps for bringing your inner beauty out where it's more visible to yourself and others.

Some suggestions include:

• keep only clothes that have your name all over them

• regard others as significant

• be gracious

NOTE: Watch Oprah this Thursday, May 3 to see how a seasoned author maximizes her time on the show every author dreams of being on.

P.S. Women: Buy this book as a gift for yourself. Men: Buy this book for your wife, girlfriend, sister or mother. (Mother's day is right around the corner).

Get it at your favorite bookstore.

USE A MARKETING SAVVY WEBSITE DESIGNER TO GROW YOUR BUSINESS

Have you wanted to create a web site but don't have time? Do you feel overwhelmed by options? Do you already have a site that isn't expressing who you are now, and has not met your business hopes?

Susan Pomeroy can help you grow your business by working with you to create a web site and a long-term growth strategy that takes you to the heart of your goals.

Susan has been creating successful web sites since 1995. She has helped dozens of businesses through strategy coaching and site design. Call for a FREE mini-consultation to learn more about how she can help you grow your business using the web Visit http://www.susanpomeroy.com, susan_pomeroy@yahoo.com or call 510.658.5724.

GET WRITING COACHING TO COMPLETE YOUR PROJECTS

Do you have a book in you?

Published author and writing coach, Laurie Wagner is taking on 3 new clients. Laurie will help you hone in on the deeper themes of your essays, your books or book proposals. She'll help you execute a writing plan, edit your work and stay on course until you project is complete. Popular subjects are encouraged along with themes of self-help, health, women's issues and psychology. Visit http://www.word-wrangler.com, gurlfrend@home.com or call 510.522.7033.

NOTE: Laurie is a gifted coach who will bring out the truth in your writing.

USE SOULFUL WEBSITE DESIGN & MORE TO BRING YOUR BUSINESS TO LIFE

Need some art that has soul?

Digital Artist, Graphic Designer, and Web Site Maker, Mark Wagner can bring images and imaginations to your ideas. Mark will design your logo and business cards, create your web site, concept design a new product, oach you in opening up to your own creativity, and help you visualize your own ideas. He specializes in work that is related to the positive evolution of humanity, nature, spirit, and the earth.
Visit: http://www.heartsandbones.com, heartsandbones@home.com

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