Steve Harrison talked for a bit about how to approach journalists and producers to get the best results.
Then dozens of them (from the Today Show to Dr. Oz) filed into the room and each told us what was most important for them. How they wanted to be pitched, their pet peeves, and ideas about how to get their attention.
After that they marched into another room and then we all stood in line for the media we had chosen to pitch them for 2.5 minutes each. Whoa! Mind spin! Eureka!
How to pitch the media
Here are the 5 Best Pitching Tips From Journalists and Producers:
1. Prove you’re an expert.
Some producers of major TV shows wanted 3-5 words in the subject line shows you are an expert for your topic. Example: “Female pediatrician from Chicago… FILL IN YOUR IDEA HERE.
Many asked me to be sure to link to my media appearances when I followed up with them. While others told me that they could see that I’d make a good guest — by the way I pitched them in person.
Remember that we get who you are in just 1/4 of a second — a blink of an eye — called thin slicing. The next 30 seconds is proof of an initial impression—which will be proven out in your demo video on your press kit page. Make sure you have one.
National TV appearance demo video
2. Be available immediately.
One journalist bemoaned the fact that he often received email pitches he was interested in, but when he responded immediately with a call he was greeted with…silence. No one answered his call. No one called right back. We often think we’re an incredible, irreplaceable expert. But that’s just not true.
Since journalists are often on demanding deadlines they can’t necessarily wait for the most qualified source. “Be available the same day you send the email,” he advised. “The person who answers the phone first gets in the story.”
3. Create controversy.
Can you make a “fight” sheet? A series of statements where you state why you disagree with the status quo or something another expert said? There is a time to be inflammatory — if it’s true to your brand. Taking a strong stand sets you apart from others fast.
4. Know the production schedule/editorial calendar.
Producers and editors want you to suggest ideas for upcoming shows/articles they’re working on and to be aware of what has already aired/been published. Don’t pitch a story that’s been done!
You can find out what the producers are looking for by searching the “Be on the show” link on many major shows like Dr. Oz. You can find the yearly editorial calendars for magazines on their individual websites. Remember that magazines plan 3-6 months out.
5. Continue connecting.
I can’t tell you how many of the 150 journalists and producers mentioned that it was important to continue to connect with them. Often times your pitch isn’t an exact fit for the time or topic. But it could be in the future. The never ending news cycle gives you a daily opportunity to tweak your topic to fit into whatever happened that day or week.
You may need to reach out 5-10 or more times before your idea lands. When I was a publicist what worked was to be top of mind by staying in touch with a consistent stream of ideas – and then to call when breaking news happened. I often booked my clients this way — simply by staying in touch.
Also, put in your pitch that you’re willing to be a last minute guest. Be ready to hop on a plane to be in a TV studio or call on your landline for a radio show. Guests get waylaid for all kinds of reasons, including something as simple as the weather.
Rick Young, a Madison Square Boxer turned radio host, (who pulled out O’Sensei’s the founder of Aikido’s book The Art of Peace, in his backpack when I told him I was a black belt in Aikido) said, “Start from here you are. Go after your dream. J.K. Rowling started from somewhere. There was a time when we didn’t know who she was. Everyone starts from a time when we didn’t know who they were.”
Oh, and here is the video about nothing Michelle Tennant and I made for you on our lunch break at the summit.
I was taking a walk with my good friend, Tricia about six months ago and we were talking about our dreams. (Not nighttime dreams, but the “this-is-what-I-would-love-my- life-to-look-like dreams.)
At one point in the conversation, we realized that whenever we talked about our dreams, they were always “over there” or “far away.” They were places in our lives we hadn’t gotten to yet. They were accomplishments or goals we hadn’t yet reached.
Our dreams were outside of our lives.
I remember us literally stopping, looking at one another, and saying, “This is not right. What if right now, right here, we began to look at everything about who we are and what we are doing as part of our dream lives?”
What if we are living the dream now, but perhaps it is the tiniest seed of the dream? Still, it is the dream and we can recognize it as such. Like if we were growing lettuce and we just planted a small lettuce pod. It wouldn’t look like lettuce and we couldn’t yet eat it for dinner, but we’d know for certain it was lettuce.
We would love our little lettuce pod by tending to it. We’d learn about the best ways to nurture it— how much sunshine, nutrients, and water it needs— and then we’d do whatever it takes to help our lettuce thrive. We wouldn’t whine or cry about not having lettuce for dinner. We’d know that it’s growing in our own backyard. Right here. Right now. Our dreams are just like that.
That one conversation changed my life.
Practice who you want to be daily
Living my dream life is a practice, not a goal
When I got home that day, I started a practice I call, “Livin’ the Dream,” which is an intentional daily practice of noticing and noting the myriad ways in which everything I want in my life already exists.
Here’s an example: My work in the world is about helping people celebrate themselves and the people they love. I created something called a Love List, which is a no-cost, all-love gift that someone can give which details all the reasons they love and appreciate someone.
Before I die, I want 1,000,000 people to give Love Lists as gifts because of my writings/teachings. Every day that someone writes to tell me that created a Love List for someone, I take a screen shot of that letter and I pin it on a secret Pinterest board called “Livin’ the Dream.” I write a little note about how happy I am that one more person created a Love List and one more person received a gift of love they will certainly cherish forever.
That one Love List does not make me someone who has yet inspired 1,000,000 lists. But it is a part of that larger goal, isn’t it? And we’re on the way.
I also pin things that underscore my good health, happy relationships, and creativity because each of these things plays a role in having exactly the kind of life I’d always imagined.
We live in a culture that is focused on what’s wrong and what’s missing. Advertising and news encourages us to look for the negative. What if, instead we took charge of our own happiness and started scanning all the time for what is right, what is working, how love is showing up in our lives, and the ways we are living exactly the life we’d always dreamed about?
Sherry Richert Belul says write love lists and shows you how
Don’t tether your happiness to something outside yourself
Right now I’ve got myself on an “advanced course” of learning for the Livin’ the Dream practice. I’m awaiting news on something that is deeply important to me. I spent about six months last year focused on writing a book proposal to submit to a contest for Hay House, a publishing company that I absolutely love.
This is a BIG dream of mine to be an author for Hay House. I truly did my best on the book proposal and spent a lot of time imagining myself as one of their authors. Even as I write this, I feel the adrenaline pulsing through my body. I want it so bad! But what if I don’t get it? I want it. But what if…?
As you can imagine, my monkey mind wants to have a field day with this. It wants me to believe that winning the book publishing contract IS the dream. And if I get it, I’m living the dream. And if I don’t, I’ve lost the dream.
My practice is this: I am livin’ the dream, no matter what.
I refuse to let my happiness be tethered to something I have absolutely no control over.
Here’s what I do instead: I am spending every moment of every waking hour living as if I am already a Hay House author. What would a Hay House author wear to lunch with a girlfriend? What would a Hay House author write in her newsletter? What would a Hay House author have for lunch?
Create a custom celebration book for someone you cherish
Do you see?
I get to have the experience of being a Hay House author by inviting in all of the feelings and experiences NOW. Because it’s not about achieving “the thing.” It’s about having the feeling of getting the thing. And not just for one moment, but sustained, over moments, hours, days that then turn into a lifetime.
Truth be told, why is it a dream to be a Hay House author? Because I want to have a wider reach. I want to be more engaged. I want to have an audience of people who respond to my work. I want to have a community of writers with whom I share ideas and support.
When I keep the “why” in mind, it allows me the room to step into that vision right now. I simply ask, “How can I have a wider reach today? How can I touch more people?” And I listen to the response that life gives. Then I go do what it says. Voila!
Suddenly I am engaged and participating in exactly the way I dreamed. But it isn’t outside of myself. It isn’t over there. It isn’t “I’ll do that when…” It doesn’t rely on someone outside of myself to choose me.
He tells the story of a man who wants to own a department store, but right now all he has is a newsstand.
Wallace says, “Do not get the idea that there is some magical method by which you can successfully operate a department store on a newsstand capital.”
This isn’t about thinking that if we want something badly enough, it will come to us.
But the point is, if you are dreaming about a department store and you have a newsstand right now, you can choose to show up completely and wholeheartedly to your newsstand every day. You choose to do everything you can to make this newsstand as successful as possible. If you don’t hang your head low and think, “all I have is a newsstand,” if you go to work whistling, serving everyone with a big smile and great service, chances are your newsstand will grow bigger. And more successful.
Chances are the way you tend to that newsstand (like the lettuce pods!) will yield the growth you desire. Wallace says, “make every act and thought constructive.” He believes that if we stay positive in our acts and thoughts, if we always speak from the place of our dreams and visions, people will be drawn to us. He calls this a “place of increase.”
“Consider that your newsstand is one department of the store you are going to have; fix your mind on the department store, and begin to assimilate the rest of it. You will get it if you make every act and thought constructive.”
One day, it will be a department store.
What if it doesn’t grow and thrive the way you had imagined?
Think about it. You are still living in the seed of your dream. You still have a beautiful newsstand that attracts customers because you show up every day with a smile and kind word. You still have the essence of your dream — which is having work that enables you to serve people and impact their lives on a daily basis. You are happy. You love your days.
Whether your newsstand grows into a department store or not, or whether it takes twenty years longer than you had imagined is not the point.
The point is: can you love the process of showing up each day to tend to the dream of who you are and the life you want to live — no matter what?
Can you train yourself to scan for what is, instead of what is missing?
Wish for what you have
My son taught me one of the most beautiful lessons about all of this.
When he was three years old, it was his birthday and we had a chocolate cake for him. I lit the candles and whispered to my son to make a wish before he blew them out.
I watched him close his eyes, and blow out the candles.
His dad and I clapped and then I leaned in and whispered, “What did you wish for?”
My son whispered back: “a birthday cake.”
Talk about instantly stepping into a place of having what we want. We need to see that it is right here, in front of us.
When we are livin’ the dream, we learn to focus on what is on the plate in front of us. We see it, taste it, appreciate it.
Customized tribute books
One small step
Today, can you practice with this? Can you wish for something you already have and watch how good it feels to “get” it?
Can you take one small action step that is in service of a bigger dream and feel in your bones that this small step is a part of the dream? You are not outside of it.
You are livin’ the dream. You’re in it. It’s already yours.
In the midst of everyday life, it is easy to forget how extraordinary — and fleeting— our lives are. Thus, Sherry believes in a simple philosophy: make moments into gifts. She helps people appreciate who they are and the people they love through customized tribute books and other one-of-a-kind gifts that inspire us to celebrate, share, and build beautiful relationships. Don’t wait; say it now. Find Sherry here.
I remember when my friend Diana and I were on the island of Molokai, the former leper colony, and we were hiking in a deep ravine. We came to a place where we couldn’t go any further without leaping over a vast expanse with rushing water beneath. I was terrified.
Diana, a former ballerina, is fearless. She leapt like a proverbial gazelle over the gulf and there I was shaking and sweating on the other side. “Come on!” she called impatiently.
But all I could think about is what would happen if I didn’t make it in the one big leap. Lacerated calves. Crushed ribs. A shattered skull.
I couldn’t quite get my head around the IDEA of getting to the other side. I had to shake off my old notions of can’t, impossible, no. And put on the cape of possibility.
Then I leapt.
In that moment I had a whole new notion of myself.
Yes, sexuality is fluid and wild and unpredictable. She fell in love with a man. She fell in love with a woman. She leapt into love both times, full heartedly. I admire her commitment to creativity, curiosity, and love in whatever shape it comes in, no matter how unexpected.
There are all kinds of bravery.
My friend Andrea Scher marks her brave acts in her blog. And she’s giving a course in how you, too can be brave in blogging about your declarations, your descriptions, your destiny.
There’s also bravery in allowing ourselves to earn what we’re worth. My friend Tommi Wolfe (with her lilting South African accent) has some advice about that.
Then there’s bravery in how we think, what we say and what we do.
I may not do it every day, but I’m looking for ways that I can inch my way toward a braver life. I was invited to submit a proposal for the Aiki Extension conference, about Aikido in action in our everyday lives off the mat — and then was paralyzed when they accepted it. The other presenters are third, fourth, fifth, sixth dans (degree of black belt) and I’m the only one who is just a first degree black belt (Shodan).
Aikido high fall
My topic: How to use verbal Aikido in business and media interviews. I’ve never created such a workshop before and since I’m terrified I’m over preparing. Which is how I cope. I challenge myself to think of everything that can go wrong and then I map out what I would do in such a circumstance.
Does this bolster my bravery? No. But the actual doing of it it will. It’s only the doing of it, the getting it into your bones that inches you toward a braver life.
So I’ll continue in my little inchworm ways in challenging myself to do brave things so eventually I’ll become a more courageous person.
i’m just a regular guy, nothing special—i just happen to be an artist. as an artist, i assumed i needed to be in a gallery for people to see my work. yet galleries seemed to shut me out and preferred my bio to be much more impressive. i figured if galleries didn’t want my work, then maybe no one else did either. doors weren’t opening for me, and i wasn’t sure what to do next.
i began to frantically look for new avenues, hidden pathways or mysterious portals to show my work—anything to keep my dream alive.
i sought off on the seemingly impossible journey of self promotion.
i was scared. nervous sweat. the kind that smells different. bad. the kind where you can’t stand to be next to yourself. what if this doesn’t work. what if i’m exposed?
kent youngstrom publicity for artists
i really don’t think i can find enough people who like what i do to pay my bills on a consistent basis. there are so many real artists out there. they are intimidating.
artists are cool. i’m not that cool. i pretend to be, but i’m really just a dork in what not to wear clothing. i’m really not that much of an artist in the way i was taught to think of one. my figure drawings would fit right in the fifth grade art hallway. no one would know the difference. can i call myself an artist if i can’t even draw a horse properly?
there was no miracle red button to push. i had to try things i was not comfortable with at the time.
that dream was, and still is, the easy part. i started to realize i needed to stop fantasizing about what i wanted and make a conscious decision to use the skills i had to pursue the next stage. i had art—it was time to use it.
i set up a trade with a photographer friend: i gave her some art, and she took some great pictures of my work. i worked with people like susan + a few of her friends to develop fun + snappy email introduction that got attention without screaming, “look at me, i’m awesome.”
the epically awesome alexandra franzen who is a friend of both susan and i got me on the right path with this.
mine sounds like this. (don’t be lazy – make you own – this is mine.)
i’m kenT and i’m an artist (but not the tortured kind.)
i create one-of-a kind-paintings. you may have seen my work in cb2, on sale sites such as gilt.com, or popping up in celebrity home photos in people magazine. all from my charlotte, nc studio.
i’m writing today to send an avalanche of appreciation in your direction (warning: gushing praise, straight ahead.) i love what you’re up to, and i’ve been reveling in your inspiring work for quite some time. your inspiring x of perfect pictures prompted me to swing into your inbox with an ever-so-slightly-coward request.
i want to work with you on something. anything.
much like peanut butter + chocolate, gin + tonic (or bacon + anything), i’m inclined to believe “we are better, together.”
i can edit this when appropriate and make it personal as to what i would like to work with them on. it does not always equal a yes to working with me. but more often than not it does get a response.
i set up a consistent presence on my website and social outlets. i started to broadcast a manifesto as much as a body of work.
each time, my portfolio grew and someone else noticed. i started small. small became a little larger each time.
i have taken small into painting editions limited pieces for cb2, running my total to over 2,000 original paintings; brushed, boxed + shipped to their warehouse since 2012. i made new partnerships with vendors like minted, icanvas, bezar, and jace lipstein of grungygentleman. i continued to work with great people at gilt, deny designs, apartment 2b and lulu and georgia.
a few folks have contacted me to let me know they purchased a canvas at marshall’s home goods. others phoned to say they saw a piece on hgtv.
collaborations are a spectacular way to grow your following. each person or company you work with will market your work to their tribe. look to work with people and companies that align themselves with what you do and what you stand for.
bottom line, i learned that no matter your talent, a magic fairy is not going to drop by your home, studio, or secret lair and volunteer to make you a success.
my advice: my two cents to get you kick started: start with great photography of your work or work that your tribe is drawn to. show it.post it. link it. pin it.work it. make contacts. keep in touch.
get off the couch.
work your backside off.
show up on time.
soon enough, people will know who you are.
kent youngstrom how to make a living as an artist
kent youngstrom is an artist, but not the tortured kind. he is on a mission to make the walls or your home, office or secret lair as amazing as you are. . .
be something. if you want to make something. releases april 18 on amazon.com and . . .
is a pop top energy drink spiked with caffeine laden words that are calming to the soul, while at the same time capable of spurring volcanic eruptions of energy and frenzied moments of accomplishment
be something. if you want to make something encourages makers to stay in the moment and allow ingenuity to be the pace car. each short blurb hands over an uncooked account of an artists rocket fuel fast, can’t stop, won’t stop lucky, sometimes mixed martial arts bloodied adventure. it humorously highlights the speed bumps that were approached way too fast and encourages the reader to push past the exit ramps desperately calling for companionship and accelerate toward the reward on the horizon.
be something. if you want to make something runs over the big scary words of the business world like “copyright” and “business plan” and spits out what makes real sense in the life of doing more of what you love for a living.
And who absolutely adores you and is willing to work with you on crafting your book proposal – which is essential to securing a top notch publisher. To write a book proposal you want to make sure you’re doing two things:
Follow the instructions on how to write a book proposal that includes all the essential elements a literary agent and book publisher need to see that proves your idea is viable and that you’re the right person to write this book.One of the most important elements in any non-fiction book proposal is your platform. Which means your reach. Your online and offline presence and ability to sell books. It includes your email lists size, your speaking engagements, your blogging and website statistics and more.
Want to know why our Gluten Free cookbook didn’t pass muster with my agent? No platform. My friend Karen Leland and I wanted to recreate our favorite childhood recipes – gluten free. However…. we don’t have a following and are not famous — in the realm of cooking. Nor have we been on a competitive cooking show (unlike my two clients who have been on The Next Iron Chef). Our book proposal failed because we didn’t have a platform.
Here’s the video we put in our proposal to show that we could handle ourselves on camera.
2. Pay attention to the literary agent’s guidelines for how they want the book proposal formatted.
For example, my agent wants the proposal to be in a sans serif font like Arial or Verdana for easy online reading. By the way, even though he’s my agent I reviewed his website on how to format my manuscript and to make sure I was giving him my book proposal in the way he wanted it. I wasn’t aware of some of his requests like.. he doesn’t want paragraphs separated by line spaces. He wants them indented. These may seem like trivial requests, but since agents like mine review over 1000 unsolicited manuscripts every month these kind of details make for easy reading — and could make a critical difference if a literary agent is on the fence about your work. You want your chosen literary agent to feel excited about working with you — not frustrated.
Here is a paragraph from his website about making your book proposal interactive:
Accessibility. In most cases, editors and publishers (the publisher is the business person who runs the publishing house – s/he’s the editor’s boss) are often very young, often in their 20’s or 30’s. So you need to try to make the proposal as accessible as possible. This means that you should consider using charts, side bars, graphics, tests, and so forth to make the proposal as interactive as possible, as well as to make it look interesting on the page: remember that you’re giving this to somebody who was raised on TV, so s/he may have a very short attention span. Of course, the extent of the “look” of your proposal really depends on the subject matter – so if you’re dealing with very serious subject matter, and we’ll be targeting an academic or very serious house, you need less of the “look”; but a more commercial house may require more bells and whistles.
This is the email that got me featured in a local paper called The Marin Independent Journal (Marin IJ). The journalist, PJ had written about our garden (Which has been featured in Better Homes & Gardens) before from a different angle—saving the disappearing bees.
You can copy it in a snap.
So you can get free publicity too – either local publicity or national publicity. This email is universal.
Got it. Does it have a strong garden connection other than just being in a garden. Events need to have a strong connection to the garden : )>
ME: Well, everyone says that this feels like a sanctuary and when they see the trellis they say it’s the perfect place to get married so I see the garden as a way to better connect with yourself and what you want vs. sitting in front of a computer.
We are not just going to sit at the table, but were going to walk and talk down the pathways and use movement and the flowers as a way to loosen our thought process and brainstorm.
We will also deadhead – prune away what no longer serves us, by pruning our roses, echinaceas, or boxwoods.
Everyone will also plant a seed in a tiny pot of dirt as a metaphor to grow their business. (Gloves optional!) When I planted tiny maples that had self-seeded from our giant Japanese Maple, hands deep in dirt with my next door neighbor’s kids, they said, “I wish we could do this more often!”
Everyone will leave with a bundle of beautiful lavender to smell to remind them of the day to stay inspired and to take action on what they say they want.
Is that enough?
How does that sound?
Inspiring Creativity! Entrepreneurs grow their business with business coaching in the garden Photo Credit: Will Csaklos
RESULT: We set up a time to talk two days later. She interviewed me and the article posted. This short format works for either local or national publicity. It’s short, to the point and doesn’t give away all the nitty gritty details until the reporter / producer is interested and asks.
As soon as the piece posted people called or just purchased their place online the same day the article came out.
For the FREE100 Word Email That Can Get Media To Call You special report, template + examples that goes into more detail and the psychology behind this strategy go here. You can copy it exactly to pitch YOUR local and national media contacts so you can get publicity. (It’s free!)
Follow us on Instagram here for more PR tips, insights, gorgeous images, beauty and fun (See me do a knife takeaway for my Aikido test – but don’t expect to be impressed…).
Feeling tons of “resistance” whenever you sit down to work on your press kit, pitch or press release?
Can’t seem to “crack the code” on how to get top bloggers, journalists, editors and producers to pay attention to your work?
Frustrated that your replies to HARO, PRLeads and other PR services and don’t get any response?
Feel like, deep down, you “know” what you ought to be doing to take your visibility to the next level… except for some reason, you’re not doing it?
Over the past 25 years of my career, I’ve spent over 130,000 hours (that’s a very conservative estimate) training authors, speakers, coaches, consultants and entrepreneurs to help them get booked in the media and then use that exposure to double or triple their income.
Initially, when I ask, “Why are you having trouble getting press for your business?” One client said she had done literally hundreds of radio shows with little result, but had no idea what she was doing wrong. Many other clients have similar stories. Those are the ones that say that, “publicity doesn’t work.”
Just as typically my clients tend to point towards something “external” (like: “My press release really represent what we do” or: “My website looks dated.”)
Fair enough. I agree: having all of your materials looking sharp is very important. Your presence and what you say when you’re in the spotlight is too.
Presence is equally important as your message Photo Credit: Tim Caynes
But in my experience? If you’re consistently struggling to get your business, book, product, service, cause or mission in the media, or your appearances just don’t have much of an effect, the source of your “blockage” usually boils down to one thing:
In other words: What you BELIEVE about yourself and your ability to serve.
This may sound harsh, but it’s actually a very empowering thing to realize. Because once you’ve identified the harmful attitude that is holding you back, you can take steps to resolve it. Hopefully: once and for all.
Think your attitude is just fine, thank you very much? That may be true.
But it never hurts to do a little self-exploration.
Read on and see if any of the following 7 attitudes sound a bit like… you.
Harmful attitude #1:
“I’m too fat to be on TV. Maybe if I lose 20 pounds first…”
Why you need to change your ‘tude:
It’s been reported that 97% of women have at least one “I hate my body” moment, per day.
Imagine if every woman who thought to herself, “Ugh, I don’t like how I look” allowed those thoughts to STOP her from seeking media opportunities. We would literally have almost ZERO women appearing in the media. What a dismal world that would be!
Harmful weight-related attitudes aren’t just for women, of course. Men can — and do — think these kinds of thoughts, too, but generally, they don’t let that hold them back.
If you feel that you need to drop some weight, for your overall health, go for it. But in the meantime, don’t let “size shame” halt your progress. Not everyone who appears in the media needs to be a rail-thin supermodel. There’s room for all kinds of ideas, personalities and sizes.
She has publicly battled with her weight for decades. Even at her absolute lowest weight, she wore a size 10! Yet she’s perfectly comfortable talking about health, happiness, wellbeing, and “living your best life” — in front of international audiences. People respect her opinions, completely. If she can do it, why not you?
Harmful attitude #2:
“I’m so boring! My life has been relatively comfortable and easy. I haven’t overcome an extreme adversity, don’t have a rags to riches story, or anything ‘gritty’to share.”
Why you need to change your ‘tude:
Not everything in the media needs to be “gritty,” “caustic,” “violent” or “dramatic.” And we’ve certainly had our fill of rags to riches stories, haven’t we? You don’t need to have become homeless and lived under a bridge, eaten from garbage cans or swindled out of a fortune by your business partner to get media coverage.
In fact, I would argue that today’s audiences are so bombarded with “drama” that they are delighted for an escape from the madness. (There’s a reason why websites like TheDailyPuppy.com are so popular.)
You don’t need to be rude, crude or rough around the edges in order to get booked in the media. You just need to be yourself.
If the “real you” is a positive person who was blessed with wonderful parents and a joyful childhood, so be it. You still have ideas, tips, strategies and stories to share. You can still be entertaining. You can still be insightful. You can still help people to lead better lives. Suffering is not a pre-requisite for service.
She’s known for delivering audiences a daily dose of positivity — complete with goofy dancing. That’s who she is and what she does best.
If you are the “Ellen” of your industry, embrace it! Don’t try to change yourself for the spotlight. You will feel awkward, uncomfortable, and struggle to successfully make the “point” that you’re there to make — and audiences will be feeling uncomfortable, right along with you.
Just be you. “You” is what works.
Harmful attitude #3:
“All of this media preparation stuff — like setting up my website — is too hard! I’m terrible with technology.”
Why you need to change your ‘tude:
To quote the folks at this design firm: “If Google can’t find it, it doesn’t exist.”
That’s the reality of our world today.
If you are unwilling to set up a website, participate in social media, and create materials that are quickly searchable (and findable) online — like a backlog of recent press releases stored on your site — you are going to have a tough time getting the kind of media coverage you want.
As a professional Tarot card reader who has been reading cards — full time — for over 25 years, Theresa has a steady stream of “regulars” and could certainly opt to “rest on her laurels.” But that’s not her style.
She is constantly learning new tools, upgrading her website, and experimenting with new ways to connect with audiences around the world (including starting her own podcast). She firmly believes that all business owners need to be tech-savvy, and she even mentors “tech-phobic” entrepreneurs to help them grasp the basics.
Theresa is regularly a go-to expert on Tarot, astrology and spirituality blogs, podcasts and magazines. The secret to her success? Well, as she put it — while talking to a friend of mine — “I ain’t no stale hippie.”
Harmful attitude #4:
“I’m not the world’s most credible expert on this topic. Other people are much more experienced and authoritative than me.”
Why you need to change your ‘tude:
There will always be people who are more highly credentialed than you are. That’s a fact.
“Comparing and despairing” when you size yourself up to your competitors is very counter-productive.
Gabby is one of the world’s most sought-after media commentators in the realm of personal growth and spirituality.
Does she have a PhD in psychology? Nope. (She actually studied “theater” at college). Is she a Nobel Peace Prize winner like The Dalai Lama? Nope. Has she published formal, academic research papers? Nope. Has any of that ever stopped her from pursuing opportunities to write, appear, and get interviewed in the media? NOPE.
She has personal stories to share and insights that she knows will help people.
And share she does. With videos, audios, Ted talks, lectures, meditations, courses, books, products, a spirit junkie app, and stuff she loves. And if that’s not enough you can enroll in the “Get More Gabby” subscription service. Phew!
Harmful attitude #5:
“I just don’t have time for all this stuff! Between running my business, taking care of my clients, and dealing with my family…I don’t have a minute to write press releases, build relationships with journalists, maintain my website, and…ugh!”
Why you need to change your ‘tude:
Life is unquestionably busy. As a business owner, there will always be “something” pulling at your attention.
But if you want to grow to the next level, serve wider audiences, and sell more of your books, products, courses and services (without spending money on advertising), then getting featured in the media needs to be part of your plan.
As Stephen R. Covey, author of the bestselling book The Seven Habits of Highly Effective People said, “The key is not to prioritize what’s on your schedule, but to schedule your priorities.”
If getting media coverage is a priority for you (and it should be!) then it must be treated as just that: a priority.
This may mean shutting down lower-priority projects for the time being or learning how to delegate more effectively. (If you’re struggling to stay focused on the action steps that really count, this training program can help you stay on track.)
Your media role model:
He is arguably THE busiest man on planet earth — with an unthinkable level of stress resting upon his shoulders.
Does he have a team supporting him? Of course. The point, here, is that Obama recognizes the importance of making media coverage a top priority. It’s not something to ignore or neglect. It’s vital to his success as a thought leader.
Harmful attitude #6:
“I’ve never been good at public speaking. It’s just not my thing. I’m going to freeze, blush, giggle, burp, sweat, snort, forget my ‘lines’and mess this up…somehow. I just know it.”
Why you need to change your ‘tude:
No one wants to watch a “perfect robot” on the air or listen to a “slick and polished” presentation. If you go “off script” during a media appearance, it can often work in your favor. Little flubs can be endearing and humanizing.
This is something I talk about a lot in one of my media training programs, Your Signature Sound Bites. If you’ve got your sound bites down pat — meaning: you’ve chosen a couple of key messages that you really, really want your media audience to remember and “take home” — then it’s pretty tough to mess anything up. Just stick to your sound bites and allow yourself to relax. If you’re too slick? We want to topple you off that perfect pedestal. Be yourself. Quirks, nerves, sweats, burbs and all.
While appearing on The Daily Show with Jon Stewart to promote her latest film — which she produced and starred in — Anne lost her composure and began laughing hysterically. Why? Because the plot of the movie (which deals with a coma victim) is so dreadfully, horrendously sad, it was actually… kind of funny.
Rather than sitting back in horror, fans LOVED it. Multiple media platforms (Vanity Fair, E! Online, US Magazine) shared the now-legendary giggle-clip, using words like “charming” and “adorable” and “utterly endearing” to describe it!
As one journalist put it: “This feels real candid. I don’t know if Anne Hathaway has ever been so likable. This is how you sell a movie, even when it’s a coma movie.”
Harmful attitude #7:
“I don’t deserve to be featured in the media. I’m ordinary. I’m not special.”
Why you need to change your ‘tude:
Let me ask you this:
Has an “ordinary” person ever given you a piece of advice that made your entire week better?
Has an “ordinary” person ever shared a resource with you that saved you tons of time or brought you hours of delight?
Has an “ordinary” friend, colleague or family member ever said something that motivated you to change an unhealthy habit and improve your life?
“Ordinary” people have the power to serve, educate, inform and inspire, just as much as rich, famous “celebrities” or “authorities” do.
If you have something of value to share — whether it’s a product, service, book, mission, cause, or day-changing tip, tool or idea — then you deserve to be in the media.
The brilliant Marianne Williamson had it right when said, “We ask ourselves, Who am I to be brilliant, gorgeous, talented, and fabulous? Actually, who are you not to be? You are a child of God. Your playing small does not serve the world.”
She recorded a video of herself singing her baby to sleep and spontaneously posted it online. When she woke up the next morning, her video had gone viral. After a radio station shared it on Facebook, it got 4 million views. TV stations started calling. She was featured on Good Morning America and the host said that this could be the big break she’s been waiting for to become a singer. This mom became — literally! — an overnight sensation.
Her voice is very pretty, yes, but the real reason that her video touched the hearts of millions of people is that… she is ordinary and heartfelt. There was no artifice in her singing. Just a mom, home, in a dimly lit room, rocking her baby to sleep, singing as if no one was watching.
Moral of the story?
Your “ordinary-ness” can be THE quality that makes you appealing to the media and to audiences, worldwide.
“Ordinary” is not the same as “boring.” You can be totally un-flashy and still wow audiences with your ideas, stories and talents.
Musician Sam Smith who won four Grammy awards last night, said, “I just want to say that before I made this record I was doing everything to try to get my music heard. I tried to lose weight and I was making awful music. It was only until I started to be myself that the music started to flow and the people started to listen.”
Allow yourself to be exactly who you are. We want to see your blemished self. Not a prettified version of someone you think you should be.
How do I get on TV Photo Credit: goMainstream
That’s the approach that will resonate most strongly with audiences — and get the media calling you back.
Getting booked in the media is one thing.
Translating media attention into sales…is another.
Simply getting “interviewed,” “featured,” “quoted” or “mentioned” in the media does NOT guarantee that people are going to actually buy your program, products and services or hire you for speeches or consulting.
To accomplish that, you’ve got to have specific systems and processes in place that turn curious callers or new website visitors into paying customers.
If you’re in America, all you have to do is turn-on the TV or turn-up the radio to discover that loud and extroverted personalities usually take the cake—stars like the women of Real Housewives, the brazen comedians on Fashion Police and even CNN talk show host, Piers Morgan are personalities writ large—no matter what kind of audience they may be targeting.
Quiet: The Power of Introverts Photo Credit: zilverbat
In a world where outgoing and outlandish often seems to win people over, it’s important for the more serious and contemplative crowd to understand that they are needed, they are wanted, I’ll even go as far as to say they’re yearned for by the media.
So please, my introverted media darlings, take heart and don’t give a second-thought to changing who you are—the right interviewers and news opportunities are out there and aching for the likes of you.
The following 5 people are examples of how the soft, shy, gentle and reserved have found just as bright a spotlight in their field—and in the media:
JK Rowling. She’s a self-proclaimed introvert and one of the most beloved authors to date as writer of the addictive Harry Potter novels. But the media wasn’t always kind to Rowling. In the beginning of her fame The Telegraph reports that Rowling deliberately ‘tidied herself up a bit’ as a result of the insults [from the media]. She was accused of being “unkempt.”
Introverts and extroverts alike are subject to the sometimes cruel and critical eye of the media who holds them to celebrity standards of glamour.
Introverts who share their feelings of fear often endear us. Rowling began her Harvard commencement address titled, ‘The Fringe Benefits of Failure, and the Importance of Imagination’ with “The first thing I would like to say is ‘thank you.’ Not only has Harvard given me an extraordinary honour, but the weeks of fear and nausea I have endured at the thought of giving this commencement address have made me lose weight. A win-win situation! Now all I have to do is take deep breaths, squint at the red banners and convince myself that I am at the world’s largest Gryffindor reunion.”
We don’t think bestselling authors are fearful or get sick at the thought of public speaking. Nonetheless Rowling is listed as a speaker with Celebrity Speaker’s Bureau, and continues to makes media appearances and go on book tours, even though she might prefer to cozy up in a café and scribble another bestseller.
How You Can Appear on TV Photo Credit: DG Jones
Emma Watson. To stay on this book theme for a moment, the adored Harry Potter alum tries to stay out of the media spotlight but only succeeds in the public wanting to know more about the secluded insider. She chose getting her degree at Brown instead of an over-booked media appearance schedule. Watson frequently notes how she prefers quiet nights at home over red carpet events and was also named the highest grossing paid actress of the decade at just 19. From the looks of it, staying true to herself paid off (literally).
Guy Kawasaki. The “Godfather of Silicon Valley” and entrepreneur extraordinaire, Guy Kawasaki is an excellent example of a mellow-minded business man who frequents the media spotlight despite his more reclusive nature. I once chatted with him in a bookstore aisle where he was snuggled in a chair happily reading. He was charming, easy-going and didn’t have a braggy bone in him. With 1.45 million Twitter followers and counting, he’s anything but a nobody—the media and people across the world, love him.
Steve Martin. One of America’s most cherished comedians and movie stars to date admits to introversion with absolutely no qualms. And why should he have any? With an abundant tour schedule, embracing Twitter and the regular interaction with his 43.6 thousand Twitter followers, his new music stylings and several of the world’s most esteemed awards under his belt, he’s a man with more media credits than most of us could ever dream of.
Lady Gaga. Yes, one of the world’s most fascinating and bold musicians is indeed a quiet-minded soul who prefers to keep her private life out of the media glare. That doesn’t change the fact that she has taken home five Grammy’s, makes regular talk show appearances and was hailed in Time as the second most influential person of the decade, ranking above President Barack Obama.
Still not certain that the media wants the reserved?
The truth is, you may not be until you get booked yourself. Make your own proof.
Introverts unite! Join me and learn how to get the media’s attention and tap into your ideal audience with my new Sell Yourself Without Selling Your Soul™ Membership Club. Take a peek here and pull up a chair in our inner circle.
Publicity for Introverts Photo Credit: Brett Jordan
Extroverted, introverted, modest or assertive…
There’s a need for you—your audience and the media is out there, searching for you—but you have to take the first-step and put yourself out there.
Go out into the world as you are, unadorned, letting the truth of you be what it is—and people will love you for it.
As long as you haven’t been living under a rock the past couple years, you’ll know that Instagram should be a key component to your online marketing strategy, especially as a service-based business, where the competition often believes Instagram will not work for them. Newsflash: it can and it will. With over 300 million+ active users, it’s pretty certain your people are on Instagram. So, it behooves you to show up there, too.
Likely, you already have a presence on Instagram. If you’re anything like I was when I first started using the platform, your growth has been slow going and your reach not quite multiplying in the way you see it happening for other businesses. It’s frustrating to be in this space. In fact, I know that feeling well.
It took me one full year to grow my following on Instagram to 1000. But I was determined and focused. I observed and took action. I put in place some key strategies that took my Instagram (@shopcompliment) from 1000 to 17,000 the following year. These days, I’m adding an average of 1500 new followers per month and get 70% of my website traffic and conversions from Instagram. I’m selling multiple five-figures month after month, and my Instagram strategy is a large part of that.
I have no special photography or tech training under my belt. Just sheer will + an iPhone + a pretty good sense about people. There are some key things you can do to make sure your efforts on Instagram are giving you a solid ROI for your time– no matter your business model.
Here are my Instagram marketing tips – four things you can start doing today to give you the foundation to start actually making money on Instagram:
1. Show up consistently.
It is essential that if you have an Instagram account, you are posting at least once a day to maintain a part of the conversation. Posting consistently will keep you top of mind in your customer’s heads. Did you know that studies show that a potential customer has to interact with a brand a minimum of 7 times before ever taking action? The more you post, the quicker this will happen. I do suggest posting no more than 3 times per day, with your posts at least 3-4 hours between posts. Anything more frequent will just clog your followers’ feeds and get annoying.
2. Get social.
Interact with the people who comment on your photos. @Mention them back. Ask them questions. Share your gratitude. And don’t be afraid to leave comments on other people’s pictures, too. Be generous with your likes. Follow back people who are consistently interacting with you. It’s called a social network for a reason! Let people get to know you, and seek ways to get to know your followers.
What does she like about your brand? What is on her mind at the time of the day you’re posting? What does she talk about with her friends? Where is she when she buys from you? What are her dreams? What are her problems and how does your product solve them? When you write the captions of your photos, keep her in mind. Write directly to her. You’ll find that your engagement will grow authentically with people who are excited about what you’re putting out into the world.
4. Understand that your numbers are less important than engagement.
Don’t get me wrong, the number of followers you have is definitely important. Followers act like little votes of confidence and give your brand credibility. And because people do what they see other people do, the more followers you have, the more followers you will get.
But, what good is a bunch of followers who don’t ever book your services? (I’ll give you a hint: NO GOOD AT ALL.) Numbers aren’t everything. Authentic engagement is what matters most. You build engagement by building relationships. By putting some key strategies into place (like the ones listed above), you can make sure that you are building trust and turning the followers you do have into raving fans and eventual customers.
Melissa Camilleri is the Founder + Creative Director of Compliment– a gift brand she launched in 2011 while she was a full-time high school English and AVID teacher. She credits Instagram for helping her grow her business from a production line on her dining room table to the socially-responsible corporation it is now. At the urging of her business-owner friends who wanted to replicate her marketing success. Tens of thousands have attended her virtual courses, participated in her workshops, and studied under her guidance. She believes we rise by lifting others. She lives and loves in Northern California.
The moment you decide to write a book you can begin to leverage that fact to attract new clients and revenue. All you need to start is a good working title.
The methods to do it cost little or nothing, and take only minutes or seconds to use. I’ve developed and tested them over many years. Authors I’ve shared them with have reported using them and generating $22,000 to $150,000 in new revenues from their book, before even completing a first draft.