Dear Friends,

I was struck by some of the comments from participants in the second level sound bite class where we practiced handling any type of media interviewer (the uninformed, the interrupter, the rambler, the hostile). A number of people were surprised at how much practice it took to be fluid in order to communicate just what they wanted their audience to know. Others said that they noticed how easily they got off track and didn't focus on the positive.

I like the advice Gary Austin, the founder of the improv comedy group, The Groundlings, gives to his aspiring actors. "One thing I say to students at the end of an improv is, 'What did you do that you liked?' And when they start to tell me what they didn't like I say, 'I don't want to hear that. Let's hear what you liked that you did. Because the more you focus on what you did that you liked, the more you'll do what you like."

Focusing on what you like, what is right and what makes you feel good is essential to improving your skills--and enjoying yourself while you're at it.

Warmly,

Susan

Turn Media Interviews into Sales

Many people don't understand what sound bites are. They don't know how to create sound bites that sell. They don't know that it's not enough to be clever, entertaining or quippy. That might make TV and radio hosts happy, but it often won't bring in the kind of results you're looking for: to grow your business, sell more product, get new clients, more customers, or increase your fees.

You want to develop sound bites that speak to who you are, what you do and how well you do it. Sound bites are the essential messages that will create sales and recognition. They consist of anecdotes, analogies, stories, one-liners, and facts that you can speak in 15-30 seconds. They should be singly focused on what you want your audience to know. To turn media interviews into sales here are 3 things you can do.

1. Incorporate Your Past into Your Present Experience.

Camus says, "We are the sum of our choices." We want to know how your childhood dreams have influenced the career you've chosen. Your past often has predictors to your future interests and life decisions. If you don't want to go back as far as childhood then go back in your professional career. Sarah Newton, The UK's Top Teen Coach, said that when she was a juvenile corrections officer what she heard from teenagers most was that they didn't feel heard, understood or respected. "The most important thing a parent can do is listen," says Newton.

Often sound bites like Newton's seem simple. But it takes work to distill your ideas down to their essence. It's the unadorned statement that is often the most powerful.

Another way to tie past to present is to show how your passion drives your profession. "People think I am disciplined. It is not discipline. It is devotion. There is a great difference," says Luciano Pavarotti. Choose the words that show your devotion.

2. Include Client Successes.

How has your product or service impacted your clients or customers? Tell a story that centers on that success. Marty Friedman, seminar Leader and author of Straight Talk for Men About Marriage, says, "An attorney who came to one of my seminars said he didn't really think he got much out of it--until he got home and his wife wanted to have sex with him--for the first time in months. 'I guess I must have learned a little something,' the attorney admitted."

Friedman tells a very succinct story with a potent punch line. And this sound bite lets you know that his methods are so powerful they work on non-believers and hard-sell cases like attorneys.

3. Show Your Suffering.

The people I've known who have suffered the most are funny, sarcastic, and wise, but never saccharin. Saccharin is all this sweet talk about love and understanding and comes off as facile. Love, understanding and forgiveness aren't sickly tender. They often come out of bitterness, hopelessness and heartache. We trust those people who have suffered or who have failed over and over again and are willing to share their insights--in a non-showy way.

Dr. Vicki Rackner, CEO of http://www.medicalbridges.com and Medical Editor of the Hope Health Letter which reaches over 3 million people says that at age 40 she made a radical choice: to close her private practice to be with her son. "As the operating room door closed, another opened. I can't tell you that everyone lived happily ever after because we're just at `once upon a time'."

Closing her practice, the choice she made to to forgo surgery in favor of becoming a patient advocate, goes against the grain of what "society" could deem is proper for a board certified surgeon with a full practice. You know right away that she is thoughtful and has tremendous empathy and insight. As a patient wouldn't you want her on your side?

Sound bites, speaking in condensed language to convey your points, is an art to be practiced daily in and out of media interviews until it becomes a natural way of speaking.

If you incorporate your past into your present experience, include client successes, and show your suffering during an interview you'll be perceived as an expert, increase your sales, and develop a following all while demonstrating your humanity.

Use the Tools I Use to Promote Your Business—on and off the Internet

I've just developed a page on my website of trusted colleagues whose products and services I endorse. These are all high-level professionals who are successful themselves and know how to help you be the same. If you are looking for ways to promote or market yourself, your business, your product or your cause with the latest and best tools I use, click: http://prsecrets.com/pr-tools.html

Do You Have All the Business You Want?

Don't miss choice media opportunities because you can't get the right words out in 15-30 seconds that make producers book you and audiences love you. Taking the Sound Bite System for Success helps you develop sound bites that bring in sales.

Keep your honor, lose your shyness and start making your media appearances work for you in a big way. Join the ranks of my happily famous clients by going to:
http://prsecrets.com/classes/how-to-use-soundbites.html

NOTE: Next class starts in January. Sign up early to secure your spot.

Keep Up on Talk Shows

Gives you links to the top weekly talk show schedules so you can pitch an idea for a show that's already scheduled. Remember, it's not too late. Guests cancel at the last minute for all kinds of reasons. Become a trusted back-up expert. http://talkshows.about.com/bldailysched.htm

Tie Your Press Release into a Juicy Celebrity Case

This site posts documents from the most newsworthy cases about high profile cases ranging from celebrities to business people. The information is obtained through government and law enforcement court files and other sources. Link your press release to a sexy topic and you could become a player. http://www.thesmokinggun.com

QUOTE

The most beautiful people we have known are those who have known defeat, known suffering, known struggle, known loss, and found their way out of the depths.

These persons have an appreciation, a sensitivity and an understanding of life that fills them with compassion, gentleness, and a deep loving concern.

Beautiful people do not just happen.

~Elisabeth Kubler-Ross