Posted By susanharrow on September 3, 2010

 Here is the before:   

EAT PRAY LOVE YOURSELF SPIRITUAL TRAVEL COMPANY GETS ON THE MAP LAS VEGAS, Aug 24, FOR IMMEDIATE RELEASE. Spirit Quest Tours’ founder, Greg Roach, hardly seems like a man on a mission. Looking more like Stephen Spielberg than Deepak Chopra, Greg started Spirit Quest Tours to help people experience the awakenings of self he did on his first trips to Egypt over a dozen ago. But after years of tours to Bali, Egypt, China, and all over Europe, the boutique company was a well-kept travel secret until fame arrived in the form of an Eat Pray & Love Bali tour. Now articles in Time Magazine, USA Today, Good Morning America, ABC News, and many others have shifted his focus to larger intentions. We want to bring the world our brand – we are developing a global spiritual travel TV show (HAVE TO ASK SCOTT IF THIS MENTION IS OK), my partner Halle Eavelyn (who leads the Eat Pray & Love Bali tours) is writing a spiritual travel memoir about her own awakening in Egypt – we want to help Americans to reach out and connect with the world, to help them wake up to their deeper purposes than just their daily lives and jobs.” When Author Elizabeth Gilbert first started her year-long travels to Italy, India, and Bali, she hardly expected to become a worldwide phenomenon and reluctant life coach for millions of women. But Eat Pray Love struck such a chord that none other than Julia Roberts is playing Liz in the movie, which has already grossed over $40M even before its overseas opening. “Every woman we know is seeing this movie, and many are seeing it more than once,” said Roach. Hundreds of people have contacted us about traveling with us to Bali, or Egypt, or one of our other destinations. The Eat Pray & Love Bali trip includes many opportunities for self-examination and growth, which were the major themes of the book. “The shifts are really remarkable for the guests on our trips,” said Roach. “We’ve seen people heal huge problems in their lives, or step up to the next level by embracing a long-held dream or goal.” An escorted tour usually means having a guide on the ground to ensure your safety and comfort, as well as show you the sites. While Spirit Quest does provide these local guides on each trip they do, Greg and Halle personally accompany the group, to give the trip cohesion and a thruline that the local guides can’t. “It’s our job to give people the ‘trip of a lifetime’ and we feel that by going with them we can support them most fully and look after their every need. It also helps in a foreign country to travel with an American who knows the country well. “Things change on tours all the time; we know how to head off storms before the group is even aware of them. We act as a buffer for each of our guests, so they can stay in a bliss bubble until after they return home.” So is Julia Roberts leading the Bali trip? Not likely. “She shows us what Liz Gilbert went through onscreen. For each person on our tours we want them to focus on their own spiritual growth and experience, set in one of the most beautiful environments in the world: Bali. Each of our guests gets to star in their own movie.” # # # # # For further information, contact: Halle Eavelyn Spirit Quest Tours (877) 406-5206 halle@spiritquesttours.com

Here is the after:

EAT, PRAY, AND LOVE YOURSELF LUXURY SPIRITUAL TRAVEL COMPANY SUCCEEDS WITH EAT PRAY LOVE TOURS LAS VEGAS, Aug 25, FOR IMMEDIATE RELEASE. Long before the movie came out, the best-selling Eat Pray Love struck a chord in millions of women, many who wrote to author Elizabeth Gilbert to tell of their own spiritual or matrimonial crises.While Gilbert advised that they needed to find their own way, many didn’t take heed they still wanted to duplicate her awakenings or find the man of their dreams. While they may not be able to hop in the sack with Javier Bardem, what they will find on Spirit Quest Tours’ Eat Pray & Love Bali tour is a powerful spiritual adventure. While discovering a lost or missing part of themselves, they will also eat delicious local cuisine, learn to pray like the Balinese Hindus, and experience what Gilbert truly found: love of herself.Every woman we know is seeing this movie, and many are seeing it more than once, said Greg Roach, founder of the Las Vegas-based boutique travel company, which ran their first Eat Pray & Love Bali last May.Hundreds of people have contacted us about traveling with us to Bali, or Egypt, or one of our other destinations. They’re all seeking to better themselves. The first Eat Pray & Love Bali spiritual tour included many opportunities for self-examination and growth, which were the major themes of the book. Daily Eat Pray Love readings helped put people on the path, as did optional meditation, yoga and journaling. The group, mostly women, bonded tightly and really opened up to each other. A self-proclaimed workaholic found balance. A chronic insomniac suddenly was able to sleep. The shifts are really remarkable for the guests on all our trips, said Roach. We’ve seen people heal huge problems in their lives, or step up to the next level by embracing a long-held dream or goal. On our first Bali tour, a woman moved past the long-held pain of a divorce from years earlier. It was so powerful she decided on the spot to take back her maiden name. People who ran into her after the trip said she looked ten years younger.Spirit Quest Tours’ founder, Greg Roach, hardly seems like a man on a mission. Looking more like Stephen Spielberg than Deepak Chopra, Greg started Spirit Quest Tours to help people experience the awakenings of self he did on his first trips to Egypt. But after years of tours to Bali, Egypt, China, and all over Europe, the unique company was a well-kept travel secret until fame arrived in the form of that first Eat Pray & Love Bali tour. Now attention from Time Magazine, USA Today, Good Morning America, ABC News, and many others have shifted his focus to larger intentions.We want to bring the world our brand – we are developing a global spiritual travel TV show, my partner Halle Eavelyn (who leads the Eat Pray & Love Bali tours) is writing a travel memoir about her own spiritual awakening in Egypt – we want to help Americans to reach out and connect with the world, to help them wake up to their deeper purposes, not just their daily routines and jobs.So is Julia Roberts leading the next Bali trip? Not likely. Onscreen, she shows us what Liz Gilbert went through. For each person on our tours we want them to focus on their own spiritual growth and experience, set in one of the most beautiful environments in the world: Bali. Each of our guests gets to star in their own movie, and we know the changes will continue long after the last frame. ### ### ### ### ### ABC News said: Perhaps your money is best spent on the “Eat Pray Love” vacation package to Bali.Time Magazine said: The idea behind these [Spirit Quest Tours] offerings is not to knock off a checklist of the people and places the writer visited, but to partake… in her progress.USA Today said: EPL already has drawn fans of the 2006 best seller to Bali, a mystical island known for its natural beauty, vibrant arts community, colorful religious festivals and gentle, hospitable residents. Click here for MORE ARTICLES ON SPIRIT QUEST TOURSOne of our recent Bali guests said: Thank you again for making the trip such a delightful, inspirational & life-changing experience. One of our recent Egypt guests said: Passion like yours is unfortunately rare, and witnessing it was an unexpected gift from the trip. Thank you, thank you. Click here for RAVE TESTIMONIALS about our toursFor further information, contact: Halle Eavelyn Spirit Quest Tours (877) 406-5206 halle@spiritquesttours.com

Eavelyn and I discussed:

1. The subject headline has to invite journalists to open it.
Make the topic current and give it a twist – Eat Pray Love is in theaters now so it’s in the media limelight. And Eavelyn has been tracking it at the box office and through her own informal surveys. Eat Pray Love Yourself is the theme of the tour which is both a luxurious adventure as well as an exploration of self.

2. Lead with information that is important to the journalist or producer.
Instead of leading with information about what THEY wanted to promote and info on the tours, lead with a good story that captures attention and is humorous that would interest the editor or producer and his audience. I was inspired by a disclaimer on their website at the bottom of the page right under “sign me up” and wrote up some copy incorporating it. Also, when Eat Pray Love first came out I remembered reading the advice Elizabeth Gilbert gave on her website to women who aspired to duplicate her journey. This is an enticing tidbit that’s slightly gossipy which the media love.

3. Be specific about the outcome or results people had using your service.
In the first version the “results” were too amorphous and not tangible enough. You want to quantify as much as possible. “Spiritual growth” isn’t so easy to quantify, but you can give examples of changes or shifts which is what Eavelyn did.

I recommended that Eavelyn focus on some of the transformations that people had had on their past tours to give people interested in self-knowledge a flavor of what it was like and a small scope of what they might expect besides some good food and good fortune.

Also, by naming the type of people and the kind of changes they went through allows people to identify themselves and say, “That’s me! I want that too!” and then pick up the phone and sign up for the tour. In other words it’s a subtle, but targeted call to action. The other thing it does is give fresh information since Spirit Quest Tours has had so much great press already a journalist or producer won’t want to duplicate the content as they focus on getting new stories all their own.

4. Link to impressive press you’ve received.
By giving teasers of highlights from major national press other media outlets feel secure in covering this as a legitimate story.

5. Give the option of getting more in-depth information.
Supplying links allows the reporter to read more if they are inclined. Giving them the option is a great way to lead them to your website to explore. They may find information that they can use for the piece or it can inspire them for another angle, piece or idea that you hadn’t thought of.

6. Link to testimonials.
The past media coverage supplies the credibility. The other way to establish credibility is through the people who actually went on the tours. Again they gave a few teasers and links for the reporter to find out more.

The press release now reads like a story and can be taken “as is” by any reporter. It also contains all the essential information for the media if they want to explore further — without giving everything away.

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Tags: ABC News, Good Morning America, media, Press Release, sell books, sell products, Time Magazine, USA Today

Posted By susanharrow on August 10, 2010

Lisa Sasevich is called the Queen of Sales Conversion for good reason. She’s living proof that her system works as just eighteen months ago she was running a business that earned 130k in sales. At that time she had two toddlers and a husband who was on a fellowship to become a cardiothoracic surgeon. Today, her husband is now a practicing surgeon, her children are 3 and 6 years old and her business skyrocketed to 2.2 million. She has no employees and is on track this year to earn 3 million.
 
Sasevich says, “If you love what you do, but cringe at the sales part, this is your backstage pass to learning how to get big results from a preview call.” A preview call is primary to any type of launch, weekend workshop, teleseries, book or process that you have to share. You not only need to get people to attend the call. You also need to understand how to market the people properly with integrity once they on the call listening to you deliver your information.
 
Before she explains the 5 Ps of crafting a preview call Sasevich says that mind-set is essential. She notes that coming from partnership from the start is the most critical mind shift to make. Partnership is not something you do TO people and it’s also not overcoming objections, which is what you commonly hear on ’sale’s’ calls. “You are there to serve. You are coming from service instead of coming from sales.”
 
The second part of mind-set is to be committed but not attached. You’re committed to give people everything they need to make a decision today. Don’t just give them a taste, give them an experience of your work. You’re not attached to which decision they make. “I’m not attached if you take advantage of my offer today,” says Sasevich. “You want to know that your worth is worth it. I’m just attached that they make a decision. It is a disservice not to give interested prospects what they need to make a decision.”
 
One of the first ways to structure a content rich preview call is part of Sasevich’s “the 5 ps for a profitable preview call,” which is through positioning. The first thing to position is yourself.
 
Early on in the call introduce yourself. You want to make sure you gain credibility. Before Lisa made her 2.2 million she told the story of when she taught a live course from the stage to women on understanding men. 60% of the room registered for her course and 86% of those who registered for the first course registered for second course, the same day. Discussing your success in terms of numbers or facts gives you credibility. But the other side of credibility is that you want your vulnerability to show. “You don’t have to have a hard luck story,” says Sasevich. “You don’t need to be living in a van by the river with $2 in your pocket. The other part to my success story about selling 60% of the women in the room a course I knew they needed is that I would go back to my hotel room and cry about the 40% who had a pain that I wasn’t able to help them with. What didn’t I say to reach those women?”
 
To learn the other 4 Ps and the exact strategy Sasevich uses herself that you’ll be able to apply immediately to increase your own sales I highly suggest that you download the FREE replay of this teleseminar. You’ll also hear how Alexis Martin Neely sold over 2 million dollars in 2 years using Sasevich’s system.
 
Over 5,000 people were on the call I attended. I encourage you to be one of them to learn how you can start to use Sasevich’s system in your next preview call.

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Posted By susanharrow on July 7, 2010

I’m shocked. I can’t believe the kind of responses I had to sift through to find a few good experts for the stories I’m writing for the Huffington Post and Psychology Today.

I’ve always had sympathy for the press given that they need to deal with people who are inexperienced, but the level of sloppiness, casual, “I’m your friendy wendy” attitude, and simple inability to follow directions stunned me. Here are a few pet-peeves that I share with journalists and producers who deal with this on a scale one hundred times greater than I do.

1. Don’t bug me.
Don’t email or call me asking when the article I interviewed you for will post. This is considered harassment from journalists. Especially after I promised that I would send you an email letting you know. Wait patiently for however long it takes. Trust me to keep my word. And if you got cut from the piece, let it go. In fact, even if you got cut thank the journalist and remind him that you are available to be a source on another story. If possible offer to find him sources for future stories.

2. Don’t ask me for a favor.
One person whose book I received asked me to write an amazon.com review of her book — on a tight deadline. First off, I hadn’t read it. I may use it for a reference later, but I may not. It takes a lot of time, effort and thoughtfulness to write a book review. I told her I couldn’t do it. Then she responded by asking if I read it later would I write the book review. Remember that when you provide a journalist information you’re not doing them a favor. You’re being a good expert. Never ask for anything in return. It’s not only bad manners, it could put you on their “do not call” list.

3. Don’t go off on a tangent.
When you refer people to me or a journalist or producer make sure they have read my/their query. One person sent in a story in that had lots of graphic sexual violence against women stuff in it when my query was focused on how martial arts influenced leadership and business skills. It was disturbing to read. Answer only what is asked of you. Quickly at that. And don’t send icky un-requested stuff. It’s kind of like being stalk.ed in print.

4. Don’t send attachments or photos.
I said specifically in my query that I would ASK for photos from those people I selected. It is not being helpful to assume that you will be selected by including a photo. A number of other people sent attachments — which don’t go through anyway when you use services like HARO. Rule of thumb. Never send attachments unless asked.

On my end when the people sent attachments I got a blank email with no information. Why would I bother to take the time to contact that person and ask them to cut and paste the information from their attachment when I have dozens of other people who paid attention to what I wanted? This is an important point as many journalists will just ban you from their in-box if you make irritating mistakes. They just don’t want to bother with people who can’t follow simple directions.

5. Don’t tell me you’re great.
Some people think that they are just great. You know them. You avoid them. There’s nothing less appealing than people go get overexcited about themselves. And they are most likely in the minority in that regard. Don’t TELL me how to feel. Don’t go on and on about how I MUST interview you because you’re so passionate and wonderful, just show me your credentials. Let me come to my own conclusions about just how fabulous you are. If you are, I will. And I will be delighted to contact you as an expert source.

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Posted By susanharrow on June 7, 2010

Is there such a thing as a bad author who has a good book? Can you be a respected expert yet be a bore? What if you alienate your audience and the media? But deeper than that, can dull media appearances tarnish your reputation? I think so.

A while back I heard an interview with New York Times best-selling author David Shenk who wrote The Genius in All of Us. The New York Times Book Review called it a, “deeply interesting and important book.” The book may be “mindblowing” as another author suggested, but you’d never know it from listening to the author. What was “mindblowing” to me is that his publisher hasn’t insisted on media coaching. Given he’s a bright guy he could probably easily triple his book sales with some solid training.

The interview was not only dull but unenlightening. And I was very interested in the subject matter. On Michael Krasny’s NPR show Forum, which I adore, (it airs on our own local San Francisco station KQED) Shenk talked a lot about what he didn’t know and I began to wonder what exactly it was he did know. His not knowing made me question the reliability of the science behind his book. Krasny asked his usual probing and intelligent questions, but Shenk muddled about talking a lot but saying little.

Often sound bites can make or break a sale — for a book, product or service. In this case it broke the sale.

Here are some other mistakes David Shenk made that you want to avoid.

1. Shenk repeated his points.
Not only did Shenk repeat his ideas but he pointed out that he was doing so! Double double bad bad. Never say, “As I’ve said,” in an interview. If you’ve said it, you’re wasting time repeating it. Prepare enough information that you never need to repeat yourself and you’re always engaging us in some new thought or inspiring idea.

2. Shenk commented on the host.
Don’t ever comment on the host’s personality, style, manner etc. It’s not your position to judge him or his program. You’re there as a guest. Literally. A guest follows the manners of the host and is gracious about delivering information, entertainment and good will.

3. Shenk dissed the host’s question.
Dissing the host’s question is a huge faux pas. See above. At one point Shenk asked for clarification, a real no no during an interview. This is also a kind of dissing, implying that the question wasn’t clear.

Answer the question with information that you DO know to the best of your ability. Trust that the interviewer will ask you a follow up question if you haven’t gotten it right. Your job is to have exciting stories prepared that illustrate the best of your book, product or service. It doesn’t matter what the host asks you anyway. You answer with the information you want your audience to know. (Sorry Michael).

4. Shenk kept saying, “The book.”
What book? What is the title? I hear lots of authors make this mistake. It’s not just a mistake it’s a big missed opportunity. Remember that people are tuning in all the time so even if you’ve spoken your title once that’s not necessarily enough. Even if the host mentions your title, it’s still your job to say it during the course of conversation.

Whatever you are promoting you need to name it. How else is the audience supposed to go out and buy it or connect with you? Learn to weave it into your interview in a conversational way so it sounds natural and easy and nice. Your audience will actually thank you.

5. Shenk called attention to being self promotional and salesy.
Whenever anyone says, “I don’t want to be self-promotional” or “I don’t want to sound like I’m selling” that’s exactly what they are doing — sounding salesy. On the radio recently I heard the president of a company do this by saying, “In the spirit of full-disclosure, I own XXX company.” Then went on to tell how excellent the product his company made was. Clunk.

If you are delivering value it’s the natural next step for your audience to want more of you and your expertise or your book, product or service. Only focus your audience’s attention on what you what them to think about or know. You are responsible for synthesizing, and concisely delivering, the most important points you want to convey to your audience.

It’s up to you to choose the stories that will be most satisfying and intriguing. They should be constructed to entice people to want to engage more fully with you in the capacity you choose i.e. hire you, visit your store, buy your product etc. Leave your audience with a good feeling about you so they want more. Media appearances give you ample time to practice good manners and grace.

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Posted By susanharrow on May 13, 2010

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Posted By susanharrow on May 13, 2010

To make the media love you avoid these common mistakes.

1. Hello out there!
How can I find you? Most people didn’t give me their full contact information. I know this sounds ludicrous, but not only did people not include their website or phone number, but they often had a gmail, hotmail or other free account so even when I tried to Google them I couldn’t find their website. Maddening. One PR person didn’t even leave her name! (This frightens me deeply).

Please give the media every single option you have to get in touch with you and let them choose the medium they prefer. Include your phone, cell, email, website, blog, facebook, and a direct link to your media page. And, need I say it, your full name?

2. Just call me.
A few people said things like, “Call me, I’m happy to talk to you and answer your questions.” No. I asked you questions in my query that I wanted you to answer so I could determine if I wanted to talk to you. You need to give me a reason to WANT to get more information. It’s called a tease. A few people gave me general, boring information that anyone in their field could have supplied.

On the other hand you don’t want to give me everything because then I won’t need to call you. Just give me enough to peak my interest. And please give me answers to the questions I asked.

3. My life story blah, blah, blah.
There were others who gave out too much information. Stuff that may be interesting in another context, but wasn’t what I asked for. I’m on a deadline and I only want the information that I requested.

4. You’re stupid.
In my query, as an example of what I wanted, I quoted research from another source and one person told me that it was “ludicrous”. Well, that got my attention, but it didn’t give me a warm fuzzy feeling about him. I suspect he did it for the shock value. That worked. He had some interesting things to say, but I may or may not contact him. Is he rash or bullheaded? Not sure if I can take someone so flip seriously.

5. I have a friend who…
People wrote in to tell me to contact their friend, but don’t tell me why he/she would be right for my story. Just that he/she would be perfect for me. Why would I believe a stranger who is biased?

6. Are there specific questions you need answered?
Uh, yeah. Don’t ask me this when I listed several in the query. Very specifically, actually. This person answered my query very briefly, but didn’t address my particular questions, which, if a reporter asks, you should. They ask because they want to know. It’s how we determine whether you qualify for what we need.

7. Let me tell you about me.
Please don’t give me background that has nothing to do with what I’m asking. A PR company — who should know better — proposed their client and then went on for two paragraphs about the real estate firm’s accomplishments where their client worked. I asked for a powerful woman doing martial arts to discuss the impact it had on her body image, personal and professional life. What does this have to do with what I’m interested in. Nothing.

Why should I care that the company “completed commercial leasing transactions totaling over 10 million square feet and valued at over $1.6 billion.” Now if the PR person had connected that in some way to the personal success of his client’s training in martial arts he would have gotten my interest.

8. Read this.
Some people told me that they were experts and then referred me to other people’s articles. While this was helpful overall, it wasn’t helpful in terms of me evaluating them to see if they would be the right expert for my story. I asked for research and studies, but I wanted to talk to the people who had done them. Why would I use a secondary source if I could go to the original one? Plus, if you’re going to send me to a link I need to know why. Tell me the topic of the story and why it would interest me. Better yet, tell me how that article or research is connected to you and what you do.

9. Hi, I’m famous.
A few famous people (what, they don’t have to play by the rules?) had their assistant or PR person contact me saying that they were available to be interviewed. They didn’t explain why their boss/client was an expert but gave me a link to an article or two that they had written.

I don’t want to have to plow through tons of material to see if this expert is right for me. YOU need to convince ME that I should talk to you. Just because you’re famous doesn’t get you off the hook for showing me that you’re the expert I need. Because, guess what? Lots of famous experts are vying for my time who sent me just what I needed to inspire me to call them.

Besides, I’m not going to call you because you’re famous, I’m going to call you if you have the information that I need. And you don’t need to be famous to be the expert that I will use. So please follow the producer or journalist’s instructions EXACTLY and you’ll become a pleasure instead of a pain.

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Posted By susanharrow on May 7, 2010

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Posted By susanharrow on May 1, 2010

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Posted By susanharrow on April 23, 2010

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Posted By susanharrow on April 16, 2010

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