Dear Friends,

One of my clients had been doing PR for years—with unsatisfactory results. When I heard his interview on a major NPR (National Public Radio) program I understood why. "What is the purpose of doing publicity?" I asked him. "To raise funds for our cause." "Then why have you not mentioned how audiences can contribute to your cause even once during your interview?"

"I didn't think of it."

This may seem obvious, but often publicity seekers forget the whole reason they are doing PR. They get caught up in a conversation, or are so worried about being entertaining that they forget their message. Keep your goal in mind as it will serve to drive the whole focus of an interview.

PR pros call this "staying on message." But it's more than that. It's remembering the whole purpose of your business in the first place. It's remembering how you can best serve your audience. Johann W. von Goethe said, "The way you see people is the way you treat them and the way you treat them is what they become." Your audience will respond to how you treat them, how you really feel about them. Take care with your words and your intentions with each interview and your intended results will follow.

I originally wrote the following tips to help you prepare for radio interviews, but they serve well as a template for TV interviews too. Enjoy!

Warmly,

Susan

6 KEYS TO ENTERTAINING YOUR AUDIENCE
WHILE PERSUADING THEM TO BUY

1. Quote from your book, business, product or cause.

Tag the pages in your book or materials and rank them in priority. Give the audience a tasty bite of what it would be like to indulge in the banquet of your services, buy your book or product. Think of it an auditory sample that your audience can take home with them.

2. Say the name of your book, business, product or cause.

Weave the name of your book, business, product or cause into the conversation at least three times, so it sounds like it is a necessary part of the sentence.

3. Lead a panel discussion.

When you are introduced don't just say "Thank you" or "Good Morning," lead with a sentence that will spark the discussion. The host will often then either come back and ask you the first question or refer to your comment to get the conversation percolating.

4. Tantalize your audience.

Right as the host says he's going to break for a commercial, take five seconds to say what you are going to talk about next. Use key words like, "When we return I will tell your audience the biggest mistake to avoid, or the one thing they should never leave the house without, or the secret to speak a mesmerizing message in 30 seconds etc."

5. Establish urgency to sell your products.

Promise your audience something and then deliver it. Give a special deal that has a limited time offer. Another way to establish urgency is to tell people what they are losing by not having your product or service or joining your cause. These are embedded marketing messages that spur people to action. Practice until you say them naturally.

6. End with a call to action or reaction.

There are two types of closes for your message—a demand for action or a demand for reaction. Which are you trying to elicit?

Adapted from my book, *Sell Yourself Without Selling Your Soul®.* Read a FREE chapter excerpt at: http://prsecrets.com/store/sywssbook.html.

BECOME A RICH AND FAMOUS SPEAKER

Do you feel held back in any way?

Many popular and famous speakers got a quick-start on their careers by teaching at adult learning centers throughout the U.S.. People like Robert Kiyosaki (Rich Dad, Poor Dad), Barbara Sher (Wishcraft—How to Get What You Really Want), Wayne Dyer (Your Erroneous Zones), and Cheryl Richardson (Take Time for Your Life) built their businesses this way.

Now they are all best-selling authors who have PBS specials that sell their books and products in mega quantities. Now they fill halls with thousands of people who buy tens of thousands of dollars worth of their products and contract for their programs and services.

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P.S. One of my clients had been rejected from 3 of the top adult learning centers and had given up hope. That's when she called me. She got this e-book, followed the guidelines and was accepted into all three of them the very next day! Make sure your proposal doesn't end up in the reject pile. Go to: http://prsecrets.com/store/sectoskyryou.html

DANGER: YOU MAY NOT BE GETTING THIS NEWSLETTER IN THE FUTURE

It's come to my attention that many of you, all who have opted-in to this newsletter, aren't getting it. If your provider has a whitelisting policy (whitelisting, the practice of listing a sender's address or domain to your list of approved senders, insures that email from that sender gets delivered without being filtered or blocked), and you haven't included this newsletter in your list of approved senders, you may not receive it in the future.

Also, AOL, in its aggressive attempt to block spam, may have successfully filtered out this and other newsletters that you have requested. So if you have more than one account please use your non-AOL account to insure that you'll get the valuable information you have requested.

Please re-subscribe with an alternate account by sending an email to: requests@prsecrets.com with the words: "subscribe 60SecondSecrets" in the subject line or go to: http://prsecrets.com/joinlist.html and sign up there. I want to continue our relationship with ease. Thank you.

TELECLASS REQUESTS

I'm taking requests for subjects you'd like me to teach in a one hour teleclass. Anything that you have a burning desire to know, pass it on and I'll consider it.

I'm thinking about teaching one on how to pass a TV producer's audition (yes, when they call and interview you as a possible guest you're auditioning). If you're interested jet me an email with the word *audition* in the subject line. As always, you have no obligation to attend the class.

If/when I decide to do it I'll send you a personal email as well as announce it here in this newsletter. Those people who have sent me an email will be the first to know and will get a chance to register before the general public.

I will also give away a special gift for the first 20 sign-ups as a bonus for your interest and loyalty.

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COME MEET ME

SAN FRANCISCO CALIFORNIA
May 6, 2003
How to Get Booked on Oprah and Other Top Talk Shows
The Learning Annex
6:30-9:30pm
http://www.learningannex.com
http://prsecrets.com/classes/sellyourselfoprahla.html
415.788.5500
$39/$44

SAN FRANCISCO CALIFORNIA
May 21 2003
Power Communication For Women: Communicate with Confidence, Clarity & Calm
The Learning Annex
6:45-9:30pm
http://www.learningannex.com
http://prsecrets.com/classes/powercommunication.html
415.788.5500
$49/$44

SAN FRANCISCO CALIFORNIA
July 8 2003
How to Get Booked on Oprah and Other Top Talk Shows
The Learning Annex
6:30-9:30pm
http://www.learningannex.com
http://prsecrets.com/classes/sellyourselfoprahla.html
415.788.5500 $39/$44

SAN FRANCISCO CALIFORNIA
July 15 2003
Power Communication For Women: Communicate with Confidence, Clarity & Calm
The Learning Annex
6:45-9:30pm
http://www.learningannex.com
http://prsecrets.com/classes/powercommunication.html
415.788.5500
$49/$44

SANTA CRUZ CALIFORNIA
August 9 2003
August 16 2003 UCSC
9am-5pm
2 Consecutive Saturdays
Sell Yourself Without Selling Your Soul®
(for women only)
X494.2 business Administration (1) EDP# 031B82 http://prsecrets.com/classes/ucsc-sywsys.html
800.660.8639
$600 (for both days)

For further schedule information and course descriptions please visit: http://prsecrets.com/speakingkeynotesworkshops.html

QUOTE

"Self-command is the main elegance."

~ Ralph Waldo Emerson