Publicity: 10 questions

15 replies
A side benefit of writing a book about your offline service is it focuses your thinking and helps crystallize your mission. This helps in a myriad of ways. Here is one:

Once your book is published, eventually you will be asked for interviews in the newspaper, blogs, and maybe on radio and TV. If so, write up 10 questions that highlight key points you want to make, cool stories and pertinent research. Give this to the interviewer, preferably beforehand via email.

Instantly you have separated yourself from the pack of unwashed interviewees they talk to everyday. You've made it 100x easier for them because unless you are famous, they won't know enough to lead an intelligent, interesting interview, or at least it will be more difficult.

The best part is you've already done the hard part--writing a book. Coming up with 10 questions to ask is now a breeze.
#questions
  • Profile picture of the author Neison
    Joe, have you done this?

    I like the concept but also wonder how often a marketer will land the gigs mentioned... or why they would land them, regardless of how good they are at what they do.

    Seems we'd have to break in by connecting to a local and/or current event. I can't think of any examples where a straight-up marketer was offered a TV interview...

    Gary Vaynerchuk, maybe? haha
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    • Profile picture of the author joe golfer
      Originally Posted by Neison View Post

      Joe, have you done this?

      I like the concept but also wonder how often a marketer will land the gigs mentioned... or why they would land them, regardless of how good they are at what they do.

      Seems we'd have to break in by connecting to a local and/or current event. I can't think of any examples where a straight-up marketer was offered a TV interview...

      Gary Vaynerchuk, maybe? haha
      Good question. Let's say you are a PC repair guy and you write a book called "10 Simple Ways To Prevent Hackers, Crackers and Crooks From Stealing Your Personal Information."

      You've just changed your profile from a PC repair guy to a "published computer security expert." Why are you an expert? You literally wrote the book!

      Who wants to provide this vital information to their readers, listeners and viewers?
      --The local tech section of the newspaper.
      --The local tech radio show.
      --Local TV talks shows.
      --Local tech blogs.
      --Local business groups.
      --Local computer clubs, shows and conventions.
      --Local computer stores offering classes.
      --Local adult ed classes.
      --Senior adults organizations looking for information to help protect seniors from losing their life savings.
      --Parents that want to protect their kids from cyber-criminals and predators.

      The list is endless. Once you are known as the local expert on computer security and maintenance, who are they gonna call when they need computer help?

      Right! Ghostbusters!!

      But after that, they will call you.

      You can make hundreds of thousands of dollars of revenue from one book.

      And never sell a copy!
      Signature
      Marketing is not a battle of products. It is a battle of perceptions.
      - Jack Trout
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    • Profile picture of the author kenmichaels
      Originally Posted by Neison View Post

      Joe, have you done this?

      I like the concept but also wonder how often a marketer will land the gigs mentioned... or why they would land them, regardless of how good they are at what they do.

      Seems we'd have to break in by connecting to a local and/or current event. I can't think of any examples where a straight-up marketer was offered a TV interview...

      Gary Vaynerchuk, maybe? haha

      I was offered a weekly spot on a syndicated radio show about bizz.
      ... and I have never written a book.

      I can only imagine the offers if I broke out with a best seller :rolleyes:

      I know you said TV but i figured its close enough to make the point of
      yes, people really do want to interview people like us.
      Signature

      Selling Ain't for Sissies!
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      • Profile picture of the author joe golfer
        Originally Posted by kenmichaels View Post

        I was offered a weekly spot on a syndicated radio show about bizz.
        ... and I have never written a book.

        I can only imagine the offers if I broke out with a best seller :rolleyes:

        I know you said TV but i figured its close enough to make the point of
        yes, people really do want to interview people like us.
        Cool. I think you are right.

        Hey, if the guy in this video can get coverage, anyone can :

        Signature
        Marketing is not a battle of products. It is a battle of perceptions.
        - Jack Trout
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    • Profile picture of the author Ron Lafuddy
      Originally Posted by Neison View Post

      Joe, have you done this?

      I like the concept but also wonder how often a marketer will land the gigs mentioned... or why they would land them, regardless of how good they are at what they do.

      Seems we'd have to break in by connecting to a local and/or current event. I can't think of any examples where a straight-up marketer was offered a TV interview...

      Gary Vaynerchuk, maybe? haha
      Grant Cardone. The guy's a "straight up marketer".
      He's been interviewed several times on tv, plugging guess what? His book.
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      • Profile picture of the author Aaron Doud
        Originally Posted by Ron Lafuddy View Post

        Grant Cardone. The guy's a "straight up marketer".
        He's been interviewed several times on tv, plugging guess what? His book.
        My thought when that was said.

        yeah he sells success and sales books but that guy is a promoter above all else.
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        • Profile picture of the author BrashImpact
          The more Authoritative your Personal Frame is the more
          you are visualized as an expert. At the end of the day
          human nature really want's to do business with the Pros & Experts.

          I tend to think the Business or Person with the strongest frame of
          authority wins. This is the #1 thing we have been working on for
          the last 90 days ourselves. It's brilliant and publicity works.

          Robert
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          • Profile picture of the author midasman09
            Banned
            With the Books and Reports I've written, mostly in the "How To Make Money From Home" niche.....what worked for me was to get "Write-Ups" in my local town papers (They LOVE publishing articles about "Local" people)

            Then....I'd send copies of the papers along with my "Press Release" to larger papers then to Magazines.

            Got many FREE write-ups in Entrepreneur and other "Home Biz Mags" (Many times in SBO)

            It was the "testimonials" I got from my small Local Papers that got the attention of the biggies.

            Don Alm....long-time marketing guy
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        • Profile picture of the author Ron Lafuddy
          Originally Posted by Aaron Doud View Post

          My thought when that was said.

          yeah he sells success and sales books but that guy is a promoter above all else.
          How is promoting different from marketing?

          Maybe the better question to ask is, how can you promote without marketing.
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          • Profile picture of the author BrashImpact
            Originally Posted by Ron Lafuddy View Post

            How is promoting different from marketing?

            Maybe the better question to ask is, how can you promote without marketing.
            Even Better Ron,
            The secret sauce is learning the lost Art of Self Promotion without Self Promoting. I was and still am a huge fan of that. Suffice to say it is becoming lost in the IM community or better yet, was never found.

            In the offline or Real World, getting self promotion is easy as long as you are not self promoting.

            Example: Give away your service in trade for a Mailing to that persons list, but it has to be a recommendation mailing. One where you are positioned as the go to expert to that persons sphere of influence. A referral sucks if they just give you a phone # to call. However, if they write a personal letter to everyone they influence pimping you and what you offer... not that's some amazing Self Promotion in my book.

            Robert
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    • Profile picture of the author Jeffery Moss
      Originally Posted by Neison View Post

      Joe, have you done this?

      I like the concept but also wonder how often a marketer will land the gigs mentioned... or why they would land them, regardless of how good they are at what they do.

      Seems we'd have to break in by connecting to a local and/or current event. I can't think of any examples where a straight-up marketer was offered a TV interview...

      Gary Vaynerchuk, maybe? haha
      There are many online radio stations. And, you can easily Google to find. You should check out some in your niche and even solicit the site owner or radio station manager to give you an interview. Of course, you will have to sell them on the idea as to why you are the ideal guest. Promise to provide useful tips on whatever your niche is (so long as it matches the niche of the talk radio show). You are likely to get an interview quickly in this way.
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    • Profile picture of the author joe golfer
      Originally Posted by iAmNameLess View Post

      Are you saying to give them 10 questions to ask you??
      Yes, a radio host, for example, will love you if you do this. They don't have time to think of questions to ask you.

      It even helps you keep on track.

      If the host falters or forgets the sheet, you can refer to your own copy and say, "You know, Ms. Radio Host Lady, one of questions I get all the time is 'How can I shop online without hackers stealing my data?' It's a real concern for people because they hear stories about Target and other large companies with major security problems. What I tell them is....."
      Signature
      Marketing is not a battle of products. It is a battle of perceptions.
      - Jack Trout
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  • Profile picture of the author bizgrower
    Also, it would not hurt to follow your local relevant media personalities on Twitter and other social sites. Make intelligent posts.. be available as a resource... eventually announce your book...

    http://freepublicity.com and http://www.helpareporter.com/ and other similar sites as well
    Signature

    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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  • Profile picture of the author edd666666
    Joe is giving a lot of good advice here. I am a media pitch coach and have worked with over 1,000 people to help get them on TV, etc to promote their book, product or even non-profit venture. The sad thing is that most people spend more time talking themselves out of pitching the media than they do going for it. Many people think they have to be "wired in" or be a "big guy", have a great book, and on and on. The truth is the media needs you as much as you need them. They have space to fill every day and are always actively looking for something of interest to their audience. If you have that, you are in. OK, thanks, Edward Smith.
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    “Over 1,000 People Have Used My Unique Pitch System To Achieve Their Publicity Goals... And I’ll Work Personally With You Too, One-On-One To Help You Get On TV!” CLICK HERE
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