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3 Radio Pitch Letter Templates Guaranteed to Grab a Producer’s Attention (And get you booked!)

The following are 3 radio pitch letter templates courtesy Steve Harrison and Alex Carroll. (Thank you guys!)

Steve shared these brilliant radio pitch letter email templates and Alex created the amazing examples. You can just copy these and fill-in-the blanks with your topic or subject matter.

Also, if it isn’t obvious, all of these fabulous formulas double as as story headlines for pitching TV, magazines, newspapers and online to feature you or whatever you’re promoting.

And, if you’re planning on attending the National Publicity Summit (the event where you get to meet the media in person and pitch all the big TV and radio show producers face-to-face), these will be a big help to get prepared.

(Please forward this email to anyone you think it would help).

1. Radio Pitch Letter Template #1:  Is/Are __________ getting too ___________?

Here’s how you might apply it:

Show Pitch:  “Are China & India getting too many of our jobs?”

Show Pitch:  “Are parents ruining their kids by letting them get away with too much?”

Alex notes: “This formula can be used any time you identify something that’s gotten out of control … or could be getting out of control. It  opens up a debate because regardless of what position you take, others will oppose you … which is exactly what you want. Remember, radio shows love anything controversial.”

2. Radio Pitch Letter Template #2:  The ___ toughest questions your _________will ever ask you … and how to answer them without getting
into trouble.

Here’s how you might apply it:

Show Pitch:  “The 5 toughest questions your kids will ever ask you … and how to answer them without getting into trouble.”

Show Pitch:  “The 3 toughest questions your attorney will ever ask you … and how to answer them without getting into trouble.”

Alex notes: “This is one of the best and most universally applicable pitch formulas around. You could fill in that blank with virtually anyone. Banker, accountant, spouse, wedding planner, in-laws, doctor etc., etc.

get national publicity

Apply now: http://prsecrets.com/publicity-summit.html To meet the media in person at the National Publicity Summit

 

3. Radio Pitch Letter Template #3: These ____ common ____________ actually do more harm than good!

Here’s how you might apply it:

Show Pitch:  “These 3 common apologies actually do more harm than good!”

Show Pitch:  “These 5 common forms of excercise actually do more harm than good!”

Alex Notes: “Why is this formula so compelling? Because it goes against the conventional wisdom. It says that something that everyone thinks  is a good thing … is actually not a good thing at all. This really catches the media’s attention. They absolutely love these kinds of pitches. They are guaranteed to grab a producer’s attention virtually every time …

BTW when you attend the summit you’ll have a chance to get a 1 sheet media makeover with Alex in person (free). Be sure not to miss it as this is his genius. I was stunned with what he did with mine…
Keen to put these templates into practice ASAP?
Apply for a spot in the publicity summit.

 


My Radio Show Disaster

I just did a radio interview and totally muffed it.

It was a huge disaster.

I didn’t take my own advice – and even some of the advice I’d planned to talk about – on how to interrupt someone!

I completely forgot in the moment.

Here’s what happened…

The phone rang on my landline. There was music. Then the host came on and shared a short bio about me. He didn’t mention the topic of the interview – which he had requested: 5 Essential Assertiveness Skills Your Daughter Needs to Know to Become an Entrepreneur/Executive Tomorrow.

Long story short he first told me the advice I gave was essential full of sh-t. But he misinterpreted my answer and I couldn’t understand what he was asking me or what he objected to. His questions made no sense. Then he went on a tirade, actually about five of them, about how bad parents were. How both parents were terrible human beings because they both worked and let their kids run wild. And that kids today were cr-ap too. I had to disagree and did so a number of times.

I got in 2 out of 5 of my points in 35 minutes. Not a good track record.

I’ve done dozens of radio and TV interviews, but I was still at a loss of how to break in to his blitherings that went all over the place – and had nothing to do with our topic.

My advice to myself, clients and course participants after every interview? Review it and note what you did well and what you could improve next time. And be kind to yourself (I need work here, too). Boy do I have a long list of improvements.

There is so much to learn about pitching the media, following up, and then being a great guest. The kind of guest that your audience and the media loves. And there are more opportunities than ever for you to be a part of the good news, sharing your advice, your perspective, your opinion and how your products, courses or consulting can help others.

Here is my advice on how to be kind to yourself and consistently get better every media appearance.


Make Your Sound Bites Steal-able With One-Liners


Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

Make Your Sound Bites Steal-able With One-Liners

Create steal-able sound bites so your audience remembers them and you. You can make memorable sound bites with one-liners like these.

Today I want to talk about sound bites. First just what they are and then to share with you a couple of really great ones from famous people and also from people who have been in my Your Signature Sound Bites course or who have been my clients.

What are sound bites? Mark Twain weighs in

So what are sound bites first? I love when Mark Twain was asked about what a maximum is. He said: “Define that” and he said it's a minimum of sound to a maximum of sense. So sound bites are really just your key phrases. They're not mysterious, they’re your key phrases, they're fascinating facts, they’re anecdotes, they’re stories, they’re vignettes. They’re stories, statistics, facts, anecdotes, analogies, acronyms.

And you have a mix of these. So it's not like sound bites are your whole conversation, they're woven skillfully into the conversation. But one thing that's really key in a sound bite is that it's packed with meaning and that it is memorable and repeatable. Whether it's a story or a fact or just a one-liner, you want that to be embedded in the memory of the person and also in their hearts so they really feel it.

One of the most famous sound bites is...

So I was just looking over one of my past blog posts and what phrase did I find in there? "Float like a butterfly, sting like a bee." Muhammad Ali describing himself. He was his own best publicist. So I float like a butterfly, sting like a bee. I mean that was such a great description of what he does in the boxing ring and now we've heard that hundreds of times since he just passed. So that's a really great one liner. So that really sticks in your mind.

The Oxymoron sound bite

Now I want to give you one that's maybe not quite as memorable but that is something that I really loved. And this is by Amos As. So I’m going to take a quick peek over here in my document. I was listening to him, he’s an Israeli author and I heard him speak a while back and he's so passionate, so vibrant and very lovely.

He said, “I thought that my book which is called A Tale of Love and Darkness would only be of interest to people in my village or my vintage. But I found that the more local I was, the more universal my message.”

That's a different kind of sound bite. I mean that's a little bit more intellectual but I really like that phrase in there too “from my village or my vintage.” That's the part that may stick in your mind. And then here's what he said about the sound bite he says “I love Israel in the moments when I don't like it.”

And I love this because this really captures his whole philosophy of loving his land and yet fighting for peace. So it's kind of an oxymoron. Fighting for peace. That’s kind of like in your head like “Whaaat?” So that's what partly makes it memorable. It's kind of a little kooky. You got the two opposing ideas. So that's why I thought that was really powerful.

The light, funny sound bite

And then another one that's on the lighter side for example from my clients who were also in this seminar. Kelly Kitty and Jennifer O'Neil. They’re authors of the book called Decorating with Funky Shui: How to Lighten Up, Loosen Up, and Have Fun Decorating Your Home. Great name right? That's kind of a pun in itself right? A sound bite in itself. They define Funky Shui as less about wind chimes and more about snow globes. So that's their sound bite for describing their book, which you should have by the way. If you're describing your book you do want kind of a one-liner that tells what your book is about.

storytelling tips for media appearances

storytelling tips

And then the sound bite that I loved which was in their romance chapter about your bedroom is “A single white rosebud in a glass vase represents chastity so you don't have to.” Ok so that's funny, it's cute and you definitely get a visual image. So that's what we're talking about sound bites too is that you want a sound bite that gives you a feeling, makes you see something, hear it and remember it.

The analogy sound bite

Then another one is from my client who also took my Your signature sound bites course Marty Friedman. He did private one-on-one coaching with me. He's a successful management consultant of 25 years. And now he's also an expert in men in marriage.

And he says: “The biggest mistake men in marriage make is in relationships because they think of their marriage like a refrigerator. They expect it to run by itself, plug it in and go.” So that kind of sums up in a few words the essential difference between men and women, right? It's not going to plug and play.

chow to create memorable messages

create memorable messages

The alliteration sound bite packed with meaning

And another one liner that a client I came up with Kelli  my god I can't believe I’m forgetting he last name. So when that happens you just need to go on. So she [Kelli Fox] owned Astrology.com and sold it to iVillage for 80 million dollars. And one of the things that we came up with is “astrology is a guide not a god.”

So that was a line that was so good that any host who was introducing her when she was doing a TV show stole. So you want to have these really great lines. Hopefully you don't want the media to steal them because lots of times they do and then you have to come up with another great line because they’ve already taken your best one.

But anyway that's such a great line “astrology is a guide not a god” that it does get stolen. You want to have your sound bites so they're stealable, right? But the point is that even if the journalist doesn't, you want your audience to steal it and take it for their own.

So that's it for some sound bite examples. Those were different examples of one-liners. You had the one from Muhammad Ali that was the one-liner describing himself. The other one from Amos Oz that was a little bit more of his relationship with his country. And then Kitty and her sister Jennifer the O'Neil sisters authors of Funky Shui that was kind of like funny. And then you've got Marty who created a great analogy.

So you've got all of these different types. So you can see the range of sound bites where you have this kind of way that you have to explore and be creative. Have some fun, humor, pathos, whatever that is that will move your audience. So think about those kinds of things that you can weave into the conversation that will be memorable or make people feel.

So I will look forward to connecting to you soon. And if you have a great sound bite please send it to me at mgr@prsecretstore.com I would love to hear your great sound bite. Or just record it into speakpipe right on this page.

RESOURCES

Watch the webinar 5 Ways to Double Your Business With Media Appearances in the Next 90 Days (It’s free!)

Download the 5 awesome tips to prepare you for a TV interview free PDF (It’s free!)

Media Training Tips for CEOs

Media Training Tips for Entrepreneurs, Authors, Coaches, Consultants, CEOs

Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

Susan Harrow Podcast

I'm here to give you everything you need to get you ready for the media spotlight so you can live the life you dream of. Let’s begin together with the Sell Yourself Without Selling Your Soul Membership Club to get you set for your time to shine.

Subscribe to Podcast

Subscribe to Be A Media Darling Podcast on iTunes
Subscribe to Be A Media Darling Podcast on Stitcher
Subscribe to Be A Media Darling Podcast on Google Play

Podcast Reviews
  • A geniune way to build your business
    August 26, 2016 by Siriusjane from United States

    Loved this podcast. I found it very helpful and informative. Susan has a very open, friendly, riveting approach to promoting one's business and self. Her sharp insights and her real-life examples and guests can really help a business going from a start-up to a viral presence. I recommend this highly if you want to get your message out there with a genuine approach. Even the poetry speaks to the importants of our words. Check out all the episodes.

  • Invigorate Your Message!
    August 24, 2016 by Michele L. Plunkett from United States

    Winsome wisdom evokes and embodies the expertise of Susan Harrow; ensuring enlivening opportunities and outcomes through her podcasts and programs! Grow your business and income with the stellar style of Susan's endearing and enriching coaching! Susan Harrow Media Coaching and Marketing Strategies provide vitalizing results to invigorate your message when you implement her training!

  • Excited!
    August 24, 2016 by Delia McCabe from Australia

    Love Susan's work - her book and emails and short eBooks are all filled with enthusiasm and sparkle! So excited to be able to listen to her too now!

  • Susan makes publicity doable, authentic, + fun! !
    August 15, 2016 by SherryBelul from United States

    I'm thrilled to see that Susan Harrow is doing this podcast! I've taken a number of Susan's courses and I just love how warm, accessible, and doable her work is. Susan is an amazing trainer who is knowledgable about *all* aspects of publicity and media training, but she never overwhelms us with too much at once. She makes everything bite sized. (Sound-bite sized!) This podcast is no exception. You'll love the stories she tells to illustrate he points because they help make the information memorable. And she gives simple things to practice with. If you want to grow your business, I highly recommend this podcast. Not only will you love the training, I know you will love Susan's generous heart + authentic teaching style.

Search Podcasts

 


Why I Can’t Stand The Cult of Fake Authenticity


Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

Why I Can't Stand The Cult of Fake Authenticity

Today I want to talk about something that’s been really bugging me lately. It’s what I’m calling the cult of fake authenticity. It's about how to be authentic. I was having lunch with a friend and we were talking about this whole idea, how there’s this kind of cult of oversharing.

And I wonder if you feel this way too. I would love for you to weigh in about it.

Battered by intimacy

Do you ever feel battered by intimacy? That people share so much and share such hurtful, harmful, hard to hear things that it’s actually hard for you to hold it.

Especially when we’re in groups. I think more and more when people are getting together in groups, this sort of cult of oversharing is being cultivated and being brought to sort of a high level of a kind of expertise. Almost of crafting, like the over crafting that’s going on in social media and Instagram for example.

Cultivating and crafting our own authenticity

It’s as if we’re actually self-appreciating our own authenticity. When you’re: “I’m so real. I’m realer than you are. Can I up how real I am? Can I be realer than you? Can I even share more than you? Can I degrade myself more than you? Can I have a lower low than you?”

There’s this kind of self-admiring that doesn’t feel authentic at all. And it’s not even spontaneous. It starts to become cultivated and crafted and we’re starting to shape our vulnerability in such a way as to make it as dramatic as possible to affect people. And maybe even to one-up another person. Right?

The other thing is, my friend said, “I actually felt reverse shame because I wasn’t a sad drunk.” She is in recovery but she said, “There’s a bizarre sense that my story is worse than your story. Therefore I get even more accolades for having the dirtier, the grungier, the sicker, the lower, the more excruciating story.”

Self Degradation has become glamorous

So it’s kind of a reverse glamour that now this kind of degradation and hardship is actually turning into something that’s polished.

I was reminded of this when I was watching TV and listening to Ronda Rousey talking about that the media had said there was a time when she was homeless and she slept in her car. And she said “You know what? I just want to disabuse you of all of that.”

She said, “My mom and I had a fight. I went and slept in my car for a week. I could have gone home. I was just in my car for a week until I found an apartment. I was not homeless.” So there was even this kind of crafting that the media does of the homeless. The rags-to-riches, the homeless to celebrity status that we’re all I think kind of tired of hearing.

Raise your hand, let me know, are you tired of hearing these degradation to glorification stories? Because I know I am. And I long for real authenticity again. The kind of heartfelt sharing that’s not crafted, that’s not trying to one-up other people. And also that’s reserved for our private friendships.

Fake or real authenticity?

On the other hand, I really realize that there’s a place for sharing and caring in a group. And that that can be very lovely and healing.

But is this fake intimacy (I’m asking, I don’t know, it’s an inquiry) where we’re sharing in a group of people that we don’t know, this can be a deeply bonding experience. Question. Do you keep up with those people? Is that the kind of thing where we can really connect heart to heart and then develop these friendships over time?

Because I see it as kind of a reverse engineered friendship.

Usually a friendship goes along and we develop an intimacy and only when we trust someone do we start to share these deep dark secrets of ourselves. But in our kind of “blabby” culture today, what we’re doing is we get into a group and we skip all the steps that are typical in developing a friendship and go straight to the heart of what hurts most.

So is this a good thing? I’m asking. I’m wondering, what do you think?

I’d love to hear what you think!

RESOURCES

Watch the webinar 5 Ways to Double Your Business With Media Appearances in the Next 90 Days (It’s free!)

Download the 5 awesome tips to prepare you for a TV interview free PDF (It’s free!)

Media Training Tips for CEOs

Media Training Tips for Entrepreneurs, Authors, Coaches, Consultants, CEOs

Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

Susan Harrow Podcast

I'm here to give you everything you need to get you ready for the media spotlight so you can live the life you dream of. Let’s begin together with the Sell Yourself Without Selling Your Soul Membership Club to get you set for your time to shine.

Subscribe to Podcast

Subscribe to Be A Media Darling Podcast on iTunes
Subscribe to Be A Media Darling Podcast on Stitcher
Subscribe to Be A Media Darling Podcast on Google Play

Podcast Reviews
  • A geniune way to build your business
    August 26, 2016 by Siriusjane from United States

    Loved this podcast. I found it very helpful and informative. Susan has a very open, friendly, riveting approach to promoting one's business and self. Her sharp insights and her real-life examples and guests can really help a business going from a start-up to a viral presence. I recommend this highly if you want to get your message out there with a genuine approach. Even the poetry speaks to the importants of our words. Check out all the episodes.

  • Invigorate Your Message!
    August 24, 2016 by Michele L. Plunkett from United States

    Winsome wisdom evokes and embodies the expertise of Susan Harrow; ensuring enlivening opportunities and outcomes through her podcasts and programs! Grow your business and income with the stellar style of Susan's endearing and enriching coaching! Susan Harrow Media Coaching and Marketing Strategies provide vitalizing results to invigorate your message when you implement her training!

  • Excited!
    August 24, 2016 by Delia McCabe from Australia

    Love Susan's work - her book and emails and short eBooks are all filled with enthusiasm and sparkle! So excited to be able to listen to her too now!

  • Susan makes publicity doable, authentic, + fun! !
    August 15, 2016 by SherryBelul from United States

    I'm thrilled to see that Susan Harrow is doing this podcast! I've taken a number of Susan's courses and I just love how warm, accessible, and doable her work is. Susan is an amazing trainer who is knowledgable about *all* aspects of publicity and media training, but she never overwhelms us with too much at once. She makes everything bite sized. (Sound-bite sized!) This podcast is no exception. You'll love the stories she tells to illustrate he points because they help make the information memorable. And she gives simple things to practice with. If you want to grow your business, I highly recommend this podcast. Not only will you love the training, I know you will love Susan's generous heart + authentic teaching style.

Search Podcasts

 


A Media Training Transition That Can Save Your Skin


Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

A Media Training Transition That Can Save Your Skin

This is a media coaching bridge that can save your skin in any situation where you don't want to answer a question or are caught off guard.

Our topic today is something that can be a lifesaver for you in a media interview. It is called a bridge. And what that means is that it is the bridge from the information that you don't want to be asked or a question you don't know the answer to, to the information that you want to convey to your audience and that you can do under any circumstance.

So for example you might be asked a quick difficult question or a question that's off base or that you don't know the answer to or that's completely off topic and you want to transition to the information that you have.

So an example and this is the bridge is “I don't know about that but what I do know is...” So this can be an absolute lifesaver in any circumstance. Because sometimes you might get an aggressive interviewer or an interviewer who is a little too intimate or an interviewer who is just abrasive or abrupt and it might throw you off a little bit. So you can use this transition in any kind of circumstance for any kind of question.

That actually happened to a client of mine just recently Diane Altomare. It was her very first interview about her book called “Clarity.” The interviewer asked her completely off-the-wall questions that were not related at all to the content of the book and even recommended a book about her competitors that was in the past. And start talking about that “Oh my god it's like a worst nightmare.” And this was her very first interview.

But since she had been trained very well on creating sound bites and transitioning to the information, she knew she could use that one bridge “I don't know about that but what I do know is.”

So it doesn't matter how off base or how nut ball the question is you can always use that phrase to transition to the information that you want your audience to know. Because that is your whole purpose of doing the interview, so you can convey the information to your audience that you want them to know under any circumstances no matter how crazy the question, no matter how abrasive, aggressive, intimate, whatever the personality of the TV host or radio host is. It doesn't matter. Your transition is “I don't know about that but what I do know is.”

So use that and I would love to hear how it saved your skin because I have a lot of clients and course participants who tell me how that one phrase did save their skin and I'd love to hear about yours.

RESOURCES

Watch the webinar Speak in Sound bites: 5 Surefire Ways to Get More Clients, Customers + Sales — and Become a Media Darling  (It’s free!)

Download the 5 awesome tips to prepare you for a TV interview free PDF (It’s free!)

Media Training Tips for CEOs

Media Training Tips for Entrepreneurs, Authors, Coaches, Consultants, CEOs

Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

Susan Harrow Podcast

I'm here to give you everything you need to get you ready for the media spotlight so you can live the life you dream of. Let’s begin together with the Sell Yourself Without Selling Your Soul Membership Club to get you set for your time to shine.

Subscribe to Podcast

Subscribe to Be A Media Darling Podcast on iTunes
Subscribe to Be A Media Darling Podcast on Stitcher
Subscribe to Be A Media Darling Podcast on Google Play

Podcast Reviews
  • A geniune way to build your business
    August 26, 2016 by Siriusjane from United States

    Loved this podcast. I found it very helpful and informative. Susan has a very open, friendly, riveting approach to promoting one's business and self. Her sharp insights and her real-life examples and guests can really help a business going from a start-up to a viral presence. I recommend this highly if you want to get your message out there with a genuine approach. Even the poetry speaks to the importants of our words. Check out all the episodes.

  • Invigorate Your Message!
    August 24, 2016 by Michele L. Plunkett from United States

    Winsome wisdom evokes and embodies the expertise of Susan Harrow; ensuring enlivening opportunities and outcomes through her podcasts and programs! Grow your business and income with the stellar style of Susan's endearing and enriching coaching! Susan Harrow Media Coaching and Marketing Strategies provide vitalizing results to invigorate your message when you implement her training!

  • Excited!
    August 24, 2016 by Delia McCabe from Australia

    Love Susan's work - her book and emails and short eBooks are all filled with enthusiasm and sparkle! So excited to be able to listen to her too now!

  • Susan makes publicity doable, authentic, + fun! !
    August 15, 2016 by SherryBelul from United States

    I'm thrilled to see that Susan Harrow is doing this podcast! I've taken a number of Susan's courses and I just love how warm, accessible, and doable her work is. Susan is an amazing trainer who is knowledgable about *all* aspects of publicity and media training, but she never overwhelms us with too much at once. She makes everything bite sized. (Sound-bite sized!) This podcast is no exception. You'll love the stories she tells to illustrate he points because they help make the information memorable. And she gives simple things to practice with. If you want to grow your business, I highly recommend this podcast. Not only will you love the training, I know you will love Susan's generous heart + authentic teaching style.

Search Podcasts

 


Leverage Your Glamability Before a TV Show Even Airs With Shannon Walbran


Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

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Leverage Your Glamability Before a TV Show Even Airs With Shannon Walbran

Our guest today is Shannon Walbran who is known as South Africa’s top psychic. Her main message is, “You are guided.” Even though she guides you and she loves to teach people how to get their messages themselves … I love that Shannon, that, “You are guided.” You are guided by yourself, as well as by you, is that what you meant by that?

Thanks, Susan. Yeah. That’s really my sound bite. It was you who taught me how to make really brief sound bites. “You are guided,” is one of my best sound bites because I really want to put the power back interview people’s hands so that they don’t feel or believe that they have to pay an intermediary to get their messages.

I really love that. Although it is really wonderful to get the intermediary because I was just listening to your podcast and you're so fast and incisive.

It was absolutely fascinating. People were asking all types of questions. At the end of our interview, because we’re going to be talking about publicity today, but at the end of our interview, I'm going to get to ask you three questions. Wait until the end of this podcast to find out what Shannon’s going to discover for me. I'm really super excited about that. Also, Shannon’s website is ShannonWalbran.com

What we’re going to talk about today is something that’s really interesting that Shannon has done, which is she has gotten publicity for a Ukrainian reality TV show that is not going to be translated into English and yet she’s been able to get publicity for it. We, in the English-speaking world, are never going to be able to get to see that. Is it called the World’s Top Psychic? Is that the name of it, Shannon?

It’s called International Psychic Challenge.

Got it. You’ve already taped it?

Yes, I taped it in July of this year.

Before you even taped it though, you’ve started thinking about, “How can I get publicity for this?” that you're going to be on this show in Ukraine. What did you do first?

Susan, I have to give you a lot of credit here because I was part of your Sell Yourself Without Selling Your Soul membership club. You were throwing out a lot of ideas and the other people in the group were throwing out lots of ideas about media coverage. I was practicing even before I got the invitation to go Ukraine. I did a few things.

I had some professional photographs taken. I was really, really pleased with them. I thought they looked really cool. I worked on my sound bites. In addition to, “You are guided,” I have some other sound bites. I really honed them. Another one is, “I want to work myself out of a job.” That relates to what we were discussing about, I want other people to do this work, I want to teach people how to do the work that I do.

BAMD0029 | Leverage your glamability

Leverage your glamability by crafting your own newspaper worthy press releases.

Joining the Sell Yourself Without Selling Your Soul membership club showed me how to craft a press release that sounded exactly like a news story. I got invited pretty much out of the blue to participate in this International Psychic Challenge, like world’s top psychics, like an Idols program, in Ukraine. The first thing that I did was I wrote a press release, “Shannon Walbran has been selected to represent South Africa in this international challenge.” That’s how I crafted the press release. I wrote it exactly as if it were a news story that you would see in the news section, in the "A" part of the paper.

That’s really brilliant. To do that, to write it as a news story because by doing that, producers or editors, the job is already done for them. You’ve crafted the story, you’ve shaped the story. I like that you put it … It’s not about you. It’s not about, “Oh, Shannon Walbran, this and that.” It’s like, “Shannon Walbran represents South Africa.” That’s the bigger story.

One of the mistakes that people often make is it’s just about me, me, me, and not about how it relates to the audience or why it’s important out in the world. By crafting that as a news story, that puts it in a different dimension and that makes it really considered as something important and for people to know. I love that you did that.

I also love that you said you did this and you were practicing even before you got that invitation. I think that that kind of mental preparation and then bringing it down to the physical world, and you really know about both of those worlds, is so important. There is a phrase that I love, which is, “Write it down, make it happen.” Even that much, taking the action, but you were actually practicing verbally your sound bites too, right, as well as writing down the press release?

Absolutely. I can add in that the tagline that I practiced for myself, which is South Africa’s Top Psychic, I crafted it after reading your material and working with you. By South Africa’s Top Psychic, I actually mean I have the highest listenership. I'm on a really popular radio station. That radio station’s program, the morning show, has 8 million people listening to it every day. I'm not on it every day, I'm on it once a month. But that means that 8 million people are listening to me. There are other good psychics in the world, there are other good psychics in South Africa. There are other very accurate and helpful psychics in the world.

By saying, “I'm South Africa’s top psychic,” I just gave myself a tagline that is true and that works. It’s also, as you say, what makes it relevant to the audience. I want to represent this country. It’s not my country at first. I am American, but I live here and I'm going to live here for a long while. I'm raising my child here. South Africa is a good place to be right now. I'm very happy to be here. It all ties together.

That is really a great point. That your moniker, what you name yourself, really needs to be true. Because there are a lot of people who are calling themselves America’s top this and America’s  top that and there’s no basis behind it. Before you give yourself a name, you do have to have the gravitas and the statistics or whatever the experience behind it. You did, and you just proved that, that you have the highest listenership. You’ve also worked with over 20,000 people. That gives you a huge amount of credibility.

I remember one of my clients, when she first was starting out. By the way, now she’s a New York Times Bestselling author. At the time, she had written a self-published book and she said it was a bestseller. I said, "An Amazon best seller?" I said, “How many copies has it sold?” It was like 20. I said, you cannot call … yourself a bestseller because you sold 20 copies on Amazon. I said, “You just can't do that.”

I don’t know what the amount is to become a REAL bestseller because for the New York Times it can be many different things based on the other books that are published at that time, but it’s typically a minimum of 20,000 [books sold]. That’s not really even considered a bestseller at that. I love that you have the gravitas and you back that up. Do you think that giving yourself that tagline … How then did the reality TV show find you? How did they find you?

I talked to the producers about how they found me. I talked to them while they were in the process. They said that they were Googling and they were Googling to look for people in vastly different countries. Australia, Scotland. They were looking all over the place and for people who speak different languages. They had somebody from Mexico and they had somebody from Turkey. I think that because I put “South Africa’s Top Psychic,” I'm pretty sure that that helped them find me.

That’s great. What was the interview process like in order to vet you to be on the show?

It was that they made me make a video of myself because they wanted to see that I was lively and talkative and could string a sentence together. They had me describe what my special skills were. I sent in my video. There were more than 100 candidates from many different countries. If they were from neighboring countries, they were given train tickets. We were all flown to Kiev, the capital of Ukraine, in the beginning of July. The filming went on for six months.

The thing is, is that I told them that since I have a small child, I would only be able to be there for a maximum of three weeks. I was with them for three weeks. I made it to the top 10, which is fantastic and I was really thrilled. But because I was only there for three weeks,I was seriously filming about 16 hours a day. It was so intense. In the long run, when I'm watching the show now, they chose to edit out my segments because I couldn’t complete their story arc because I couldn't stay the whole six months.

The people who are still there … Actually, I believe it’s finished now. I believe it’s finished this month. They were the people who could stay. They were people who didn’t have the same family obligations that I did. When I talked to you before the filming and I said, "Look, I'm leveraging all of this publicity before I go,” you said, “That’s great because we don’t know how it’s going to turn out anyway.”

Here’s the thing, even though I did make it into the top 10, they chose not to use the footage because of my limited time. Thank goodness I did all of that leveraging beforehand.

You never do know how much you're going to be actually in any kind of storyline that has extensive footage or even has footage for a top show by the way. One of my other clients, he’s a regular on a reality TV show. He said the same thing, that they do film quite a lot of segments but he’s not sure necessarily which ones are going to air.

Because they have to craft the story after the fact and then they piece it together so that it makes sense. The people who win in the end, then they [the producers] go back to the beginning and they find all of the footage of those people and really put a lot of them in  at the beginning.

This is the same in a reality TV show as it is with any kind of extended news show or even sometimes a four-minute segment. You were talking about creating an arc. There is an arc to a story, to the entire story with all the people involved. There are also story arcs or arcs for each of the people too.

Like in Game of Thrones. There’s a story arc for each character and a story arc for each season. For a little while, I was a documentary film producer. I was working on a documentary that was made by some really famous people in the UK about kids behind bars in Brazil. I was one of the translators. I played a really minor role in producing the film.

One of the kids was 9 years old when he first went into jail. He was 14 years old when he was released from jail but he looks so different from 9 to 14 because of the changes that he’d gone through while he was in prison. They almost couldn’t use the footage, if you know what I mean. The audience would not have been able to identify him as the same person.

That’s interesting, that’s fascinating. That’s another way to connect because that could be an advantage too. “Look what happened.”

That’s what they decided. They did a split screen with his name on it. They said before and after. They had a choice. They had many different child candidates to show. They preferred to show the ones that it was really easy to identify. I'm sure you coach your clients on this also. When I was a child actor, I was a child actor for like 1 season one a TV show. Really. I decided to cut my hair, I cut my hair really short without consulting the director. She said, “What have you done? Now there’s no continuity at all. We’re going to have to make you wear a baseball cap for the rest of the show.”

Wow. You don’t think about those kinds of things.

I was 11, I didn’t think about that.

Because it’s not something that …

My hair was blonde by choice. I thought a lot about the way I looked. I like the way that I look, but I'm glad that I liked the way that I look because I'm going to need to look like this for a long time now.

That’s interesting. Keep that consistency of image so people recognize you. That’s something that’s really interesting. I'm talking to a woman about branding right now. She’s talking about if she wants to wear the same clothes over and over again. These are branding choices about how you look and how you want to be perceived and creating a consistency. They're really there sinking deeply, even something about your hair color and your hairstyle, about keeping that really consistent. Let’s go back to how else you’ve maximized your publicity when the show did air and now you're not even in it.

Before I went, I got covered in national newspapers. That was really important to me because I'm holding seminars, teaching seminars not only in Johannesburg, where I'm based, but also in Durban and Cape Town which are the other main cities in South Africa. The story was picked up by a Durban newspaper. In that article it said, “She’s going to Ukraine and she’s going to represent South Africa,” and then said, “She will be giving seminars when she returns.” I did, I came back and then I gave the seminars. They were sold out. I was thrilled about that.

Wonderful. When you said national newspaper, it was in the Durban newspapers, was it picked up by other newspapers? What did you say, Cape Town and Johannesburg?

Right. The news was spread via a national news service which is called News 24. That was a syndicated news. It was picked up, but more on a personal basis, and I’ll get to that in a second, by the features editor of the Durban Newspaper which is called The Mercury. It was also in the Saturday Star I believe and also in the Johannesburg papers.

I hired a publicist even though maybe I didn’t need to. I don’t have a healthy up to date list of the names and numbers of the journalists and the editors that I wanted to send this to. I hired her basically just for her email list. Because I had crafted the press release by myself, the news press release, and because I had really good high res photographs that I was really proud of, all she had to do was hit send.

Wonderful. I just want to recap what you did and what the effect was. What you had said first was that photographs are super important today, especially in our visual age where a photograph can make a story. You look really beautiful, you've got your blonde hair. You've got some other photographs where you’re more full body and face. Sometimes even action photos are really helpful, certainly on the Internet.

BAMD0029 | Leverage your glamability

Leverage your glamability like Shannon did to appear in many different media outlets.

You also did local publicity which went national in Durban, Cape Town, and Johannesburg that then got syndicated. You never know when a story is going to get syndicated when it’s interesting, but obviously yours is interesting enough to get picked up and circulated and then to make it into local papers which then helped you fill up and sell out your seminars. Which was the goal, right?

Totally. One thing I want to say is after it went syndicated and after it made it to the other town’s newspapers, then individual journalists called me to do individual interviews. I don’t know if they were more or less interesting than the original news story, but they had a question and answer format which some people like better and it’s a little bit more engaging and talkative.

Nice. I just want to say also, sometimes people, because we’re in a digital age, sometimes people are really discounting newspapers and magazines. But they're actually a super powerful way to get publicity. The most powerful strategy is to use those digital and offline media. Now, because it’s becomes so crowded online, actually offline, if you can do it … Shannon is really experienced and obviously you’ve had a lot of other experience too that really made this effective, just the fact that you know what a good story is from doing documentary films. These are the kinds of things that play into a background and that also are impressive to the media.

The other thing that I wanted to point out is that they needed to know you were mediagenic. When you were applying for that Ukraine reality TV show, your video was of the essence in order to pass the producers’ test to even get on the show. Every one of you, if you're looking to do TV, you have to have a little demo video of at least two minutes that imitate … If you haven’t been on a local TV show, it’s what imitates a real TV interview in order for the producers to know that you're mediagenic and that you can handle yourself on TV.

You did all of these things right. It sounded like the results were really great for you in terms of filling up your seminars. Were there also other results that came from that? Your immediate plan was to fill up your seminars, are there other benefits that happened?

Sure. I'm looking to host my own television program and/or to be a guest on a regular television program. I already got radio down. I'd like to transfer my skills and my availability and the help that I can get people to TV. Working on the Ukraine TV show and even just talking about that I worked on the Ukraine TV show, boosts my possibilities of making TV here.

You're absolutely right that I think the demo video, which I then put in my YouTube channel obviously, really elevated my profile. Also, I decided then, even before I went to Ukraine, now I'm going to film everything that I do. When I have these seminars with 50 women in a room and then giving each of them an answer, now I film it with their permission. Each woman comes up to the front, sits in the chair next to me, kind of like Oprah. I give her her answers and then everybody claps and we’re filming it. It’s like having a TV show. It is that. It’s almost “fake it till you make it” but it’s “create what you want and show people what it could look like.”

That is so brilliant. That follows along the lines of what the Mormons do by the way when the Mormons need to go out and convert people. Each Mormon needs to do that. They practice in a real studio of a real living room. They're going to go into people’s living rooms. They have a studio with a real living room and they sit down and they do role-play with people as if they're sitting in their living rooms because that’s enacting the real scenario that they're being sent out to do in order to convert people to Mormonism.

We have friends who are running podcasts even like this one. We have friends who have radio shows or blog talk radio or whatever, we can get interviewed on those radio shows and we could offer them content and value that will be useful to their audiences. It’s just creating a huge body of evidence and proof that we are mediagenic, as you say, and that it's useful and helpful and should we have more than what we have been given, we can multiply.

I love that. I love that you said it’s a body of evidence, a future reality. By you doing filming every single time you do a seminar where you said it’s like having a TV show, you actually are creating your reality. You're putting this out into the world and showing that you can do it. By doing it, the actual act of doing it, actually puts you closer to your goal as well.

Absolutely. Both in, as you say, both in the world above and the world below. In the practical sense, figuring out how to do it, figuring out the timing, figuring out the lighting, figuring out the logistics. Do I have the person come up? Do I have them stay in the audience? Which works better? It’s amazing practice.

It is. I love that you mentioned the logistics because I think a lot of people don’t realize how much work there is in the logistics and that that’s really an important part of making the whole thing flow, both energetically and visually. You’ve been experimenting with having some women come up, having women sit down and other things. Have you experimented with other things as well? What other things are involved in the logistics?

I'm coming here from the side of psychology. I have a friend who is a practicing real psychologist, a licensed psychologist. She and I talk a lot about the container. Whether you're doing coaching, which you do a lot of, or therapy or helping people in any way or hosting a TV show, there’s such a thing as a container, which is letting people know how long it’s going to go for, giving them a beginning point and an end point, benchmarking them, “How stressed are you? You're stressed 9 out of 10? Oh my goodness, we’ll be addressing that in this session.”

Doing the work and then recapping, which you're also very good at, and then benchmarking them again, “How’s your stress level now? It’s down to a 3, fantastic. Are you clear about what you're going to do going forward? Okay. Thanks very much for coming up and giving your answer. You go back to your seat and we’ll be ready for our next client.

That container, which works so well in psychology because a person who’s going to a therapist wants to know, how much is this going to cost, how long is this going to take me, am I going to feel better? It works very well in coaching and works very well in TV. You can see that they're all related.

BAMD0029 | Leverage your glamability

Leverage your glamability by creating a consistent structure for your audience.

What you're talking about is creating a consistent structure and also a way of setting expectations both for the audience and the people involved live. That also creates a safety. The safety-ness and the comfortableness both with the people involved and also in the audience themselves. If you notice, all TV shows and all news shows, they have a format, a consistent format that you can expect.

It’s even the same thing in a book. Books have a certain structure so we can feel comfortable as we move through that structure. That creates an underlying comfort level in both your participants and the viewers to understand what to expect.

I think what you were talking about in terms of also showing what your results are. For you, results are a really important aspect of your work. Also, anyone who’s doing media, when you want to actually do media appearances and have them result in actual sales and clients and experiences and real things happening in the world, it’s super important then to structure your sound bites in such a way that people really get your experience and that they get that you're effective.

It doesn’t even matter if you have clients or not, or you're selling something. It’s about creating that confidence in you and being fascinating at the same time. That draws people to you. I think it’s the fascination, it’s the proof of your experience and it’s the trust. You and I, Shannon, were talking at the very beginning that now trust is established in 1/10th of a second. Believability, not in 3 seconds, in 1/10th of a second. You actually said that this is like the vibration reaching us even before, almost before we see a person, that we've already got the vibe, right?

I do think so. I think that we should trust that vibe more often about who we partner with, whether it’s romantically or professionally. I think we should really trust that vibe which is what what Sonia Choquette says all the time. Really trust that intuition and follow it. Don’t cross everybody off of your list just because you have not a very good first impression of them. But, at least give them the benefit of the doubt for a little while. But also pay attention to that and take them with a grain of salt. If it comes true that they aren’t really the person for you … Then, I really see a lot of that with my clients, that they have a hard time disengaging with someone with whom they’ve invested time or money. That’s romantically and in business.

Actually, if it’s not working, it’s not working. If you’ve tried to change it and it hasn’t worked, then it’s up to us. It’s up to us to have the authority to say I need better for my life, and I need to clear that out and go forward. It happened to me with another publicist. I told you about that one publicist that I hired. But my friend who works in radio with me was insistent that I work with her publicist. I said, “Okay, I’ll take both of them on and I’ll see what happens.” Have you ever done that, hired two people at the same time to do a job?

I have.

Just to see what happens, to see who does better. I did. The one that I told you about worked brilliantly. She had sent, and she also done follow up with me and she followed up with the journalists. She was really friendly and really nice. The other one, she said she had sent and she said she sent it to 35 people. I never ever got anything from any of the people that were on her list. I don’t know why that happened. My first impression of her was, “This isn't a fit for me.” I went ahead and did it anyway as a favor to my friend. I paid her, but there was no results whatsoever. Interesting, isn't it?

Very interesting. Obviously, I think that there are two parts to that too, that when you do hire a publicist, that you go by your first impression then you do your due diligence. You look at their past experience. You also can tell, like you said, your publicist that you felt good about was friendly and you trusted her to hit send and feed back the results of her hitting send so you knew that she had done it. The other one, it doesn’t even sound like you had any evidence that she actually done it.

I think she did do it but I don’t know why it didn’t work. It doesn’t matter. In fact, I'd like to say that this whole process … I'm going to say thanks to you again. Thanks to you and thanks to being part of your Sell Yourself Without Selling Your Soul group membership club. It was an incredibly low cost campaign. Really, really do it yourself, really low cost. I don’t think I spent more than $1,000 doing this whole thing.

Wow. That’s really wonderful. That’s kind of unusual because typically publicists in the US are much more expensive than that unless you go pay for placement. That’s pretty unusual. But you did a really targeted local campaign. You weren’t doing national publicity. Were you doing national publicity in South Africa?

Our prices are different from South Africa to America. I converted the money in my head right now to dollars. I had professional photographs taken. I did all of the writing. I said that I would follow up with all of the journalists. All I wanted her to do was hit send. She really didn’t have to do anything else. She agreed to do that for a price that was really low because it was our first feel. She wanted to see whether it would work. I wanted to see whether it would work. I was really satisfied with that. I will use her again for my next project.

That’s really wonderful. I love it. Also, I do want to say that in the Sell Yourself Without Selling Your Soul membership club, you did all the assignments. Obviously, that’s why you had success. You came to the Q&A calls every month. We’re now moving on to 12 modules. You did all of the modules and you actually put that into action and followed it through.

You hired a publicist, you’ve gotten your sound bites down, you did your video for the Ukraine show, you put your videos now up on YouTube. You're a psychic. You deal in the other world but you're also very grounded and you’ve dealt with this world too.

There are two parts of that equation. It’s not about like what some people interpret the secret as, that you choose whatever you want from a catalog in the universe and you sit in your desk and wait for it to happen. I don’t think it works like that. You choose what you want from the catalog of the universe and then you work your butt off to make it happen.

Luckily I can say that it was super fun. I can say that the homework assignments were really helpful for my own self-development. Because as I defined myself more clearly and more closely and I was able to describe myself and what I wanted and what I was selling and what I was offering, I felt better about it. It was an upward feedback loop that got easier and easier every time I did it.

I like that, an upward feedback loop. In this feedback loop, one of the things that was necessary for you to do in order to even create your video was to create your sound bites. You said you had worked on those. You had four that you always included in your press release.

My tagline, “South Africa’s top psychic” is what I would consider one of them because it’s a short sharp phrase that defines, so I consider that a primary one. The next one is, “You are guided,” which I really believe is the soul of my work. The other one is, “Everyone has an angel.” I never want people to feel left out. I never want people to feel like only some people have angels and some people don’t. It doesn’t matter what religion you are, it doesn’t matter if you're an atheist. There is a divine intelligence and it’s working for you.

Another one is use is, “Life is for you.” Meaning, life is on your behalf, life is not working against you. You don’t have bad karma. There’s not exactly such a thing as having bad karma. The last one is, “I want to work myself out of a job.” Meaning that I want other people to be able to do this. A lot of my work is, “This is what your angels and guide would sound like if you wanted to hear them every day.”

I only allow myself to have one session with a client per year. That’s a 10 question session with a lot of follow-up questions. All of the information that she would need for the whole year, I do it in one session. Then I say, “Please don’t call me for the next 12 months.” I don’t have a business plan where she can call me in a week or that she’s keeping me on retainer. I really don’t have that.

That’s shocking.

Yeah, it is.

I had an acupuncturist like that, Dr. Ou She would say she didn’t want you to make an appointment after you’ve just finished an appointment. She says, “We’ll see what happens, you call me when it's necessary.” That’s a very unusual business model because I think a lot of people are taught, especially coaches, that you want someone to stay invested for as long as possible with you. Your model is about creating independence in that client right away. You don’t have repeat business unless, it’s once a year. You want to work yourself out of a job.

That’s the kinds of things that you express that I think tell people that you're both trustworthy and that you believe in all of those things that you just said. That we can each speak to our angels individually but you are a facilitator and once we understand … I think you give us that capacity or that container to understand that this is possible and then how to get those answers for ourselves because we’re not used to getting them.

What I like with what you do is that in your sound bites, you're talking about what you want for yourself and your clients in the future, not just now. Talking about your future business or your future daydream is a really important part of moving that into the conversation of your sound bite. You can be supported in not just where you are now, but supported in your future.

What a cool observation. I hadn’t actually noticed that angle, but I think you're right. I do my radio shows weekly as community service. I do say, “You can call in to one of my radio shows any time you want. You can always have one question and it can be anonymous. If you get stuck six months from now and you don’t know whether to take job A or job B, please feel free to call in for free.” I do offer them that. The thing is, it’s really hard to get through to my radio show because there are so many people who call.

I also say that they're allowed to come to a seminar and ask just one question as long as it’s a fresh question. I don’t know if you know this about people who visit psychics, it’s in one of my articles that I've written, it’s," 7 Things Not To Do When You're Visiting A Psychic." I also have one like, "5 Things Bad Psychics Do." They're related, the two articles. One of them is bad psychics ask you for a lot of background information and then just tell you what they heard. “Oh, you're a specialist, huh? I see you working with TV and newspapers.” Duh, you just told her that. There’s no point in going to somebody who’s going to take your information and give it back to you.

BAMD0029 | Leverage your glamability

Shannon's weekly radio show where listeners can call in to ask their Spirit Guides a question.

A lot of people I think would be baffled about your business model. You're turning people away, you're giving them a couple of different ways that they might engage with you but it’s really hard to get through on your radio show, it’s like, “I need Shannon now.”

Because I don’t want them to need Shannon now, I want them to need themselves now. Go away. That’s my business model, go away. Go swim.

I think that’s a great sound bite too.

It sounds actually much harsher than how I actually feel. What I really want to do is teach them how to do it themselves so then they don’t need me. Because that’s kind of an addiction also. People get addicted to their healers and to their psychic. “Shannon can solve my problems. I must go see Shannon.” I'm like, “No, dude. I'm not here to solve your problems. You are here to solve your problems. This is what solving your problems sounds like and looks like. Okay, now, you can do it, go swim.”

Talk about how you have a thriving business from not taking people on.

I do. I have long lines of people waiting to see me. People come back year after year. I have an assistant and we used to send annual reminders. “It is time. You had a session last November, now it’s time for your annual session.” Now I notice that people just remind themselves. Sometimes, if their session last year was in November, then they schedule for October. I don’t care, that’s fine. 11 months and 12 months, no big deal.

When you also do your sound bites, do you have other sound bites that talk about other situations that you’ve helped people in? I know you work with anyone or anything. Do you have sound bites about stories that you tell when you're being interviewed or do you always just take on questions or people actually asking you about your work?

Susan, I think that’s a real area of development for me. I really have been looking a lot at the way that you do that and the way that other people who do things that you do talk about their clients and how their clients came to great success. There are some of my restrictions though. It’s anonymous and it’s really confidential, my work. Also, when people come back year after year, they might tell me and they do tell me, “Yeah, I got married. Yeah, I had that kid. Yes, I have joined that company and yes, I'm really successful.”

I don’t usually ask them for a lot of information. I think you can see why, because I try not to take information. I try to just give the messages that their angels are giving them. I would say that that’s a weak point in my whole PR strategy. I do have a good story. Can I tell you a good story?

Please.

This is when I was still seeing people really face to face. Now, I do mostly phone and Skype and my VIP face-to-face sessions are much, much more expensive. When I was seeing people face to face all the time, a woman came to me and said, “You saw my boyfriend about three months ago,” and immediately I was very put off. I said, “Look, you can't ask about other people. I don’t know who your boyfriend was.” I was a little bit dismissive. She said, “No, you don’t understand. He’s dead.” I said, “He’s dead? He died?” She said, “Yes. You told him that he was in trouble.” I said, “Okay, you better come in and sit down.”

She told me that three months before, there was a man. Then when she pieced it together, I remembered who it was. He was 35, he was an executive, he was burning the candle at both ends, really driving himself crazy. He was starting to get very distracted in his life. His angel said, “Hey, you could have a car accident. You're texting and driving and trying to work and do all of these things at the same time. This is really dangerous for you.” He said, “Whatever, whatever. What about my girlfriend?” The message was, “No, she’s not the right person for you. Please let her go.” He was only 35, he died of a heart attack a week after my session.

She comes and finds me three months later, tells me the whole story and then she says, “One of the last things he said to me was, “Shannon said, we should get married,” which was a big lie! He had used the session to try to convince her to marry him even though I had said, “No, you guys aren’t a good match.” I said, “What did you think about that? I'm sorry, did you want to marry him?” She said, “No, I didn’t think we were a good match at all.” What a story, huh?

What a story. That’s really wild. How people can use it against …

There are a lot of things messed up in this, huh? He didn’t listen to the advice about working too hard. I didn’t know how he was going to die. I was saying I thought he was going to have a car accident. I hoped he wouldn’t die, obviously. Heart attack at 35, pretty weird. The woman saying, “Yes, he said that we should get married.” I said, “No, actually I had said exactly the opposite.” She was so relieved because she was thinking, “Oh, really? Did I just lose the man that would have been my husband?” No, she didn’t.

Interesting. I have an idea for you about how to collect these stories. What about if you just have people call into your free conference line and if they choose to use that story, that they can put as many details as they want into the story. Invite people, anybody who wants to tell about what … I would invite even your radio audience. “If you would like to tell about the success of your, or how this worked out, no matter what time, call into this line and leave a message. You can do it either anonymously or you can leave all of your information.”

Oh my gosh, that is so perfect. There was a woman who was called in to my radio show not that long ago. She said, “Remember me, I'm the one who lost my sense of smell?” I said, “Certainly I remember you. That was quite a dramatic problem.” She said, “It’s 3 weeks and I regained my sense of smell because you told me to inhale those essential oils. I hadn’t had a sense of smell for a whole year and all of my food tasted like sand.”

That’s wonderful. That’s a beautiful story to tell. I love that it is so short and it’s so sweet and it’s really visual because the essential oils and the sand. Those are really super great details. I hope that people listening will listen to the way that Shannon tells stories because it’s really very engaging. Part of the reason why it’s so engaging is not only the way that she uses her voice, because you have these intonations that’s riveting. In the way that you use pauses, in the way that you elongate certain words or emphasize certain words.

The other thing that’s so interesting is that you use very descriptive details that put us in that situation. We really are feeling what you're saying. Obviously that’s one of your gifts because you feel other people. You have the gift then of allowing other people to feel as well. The gift is going both ways for you. I just want to point that out to people.

I had never noticed that before. I have the gift of being an impasse, which really is kind of a troublesome gift, right?

Yes, it is.

Because I can feel other people’s stuff all the time. I have to work really hard on my boundaries to decide when I'm going to allow myself to feel other people’s symptoms. Also, I feel sick all the time.

The gift is that too, that you can describe things in such a way that makes other people feel too. The gift is going both ways. Just listening to you, I'm riveted by all of those stories that you’ve told.

It’s kind of you to observe that because I had really never noticed that before. Thanks because you're on the receiving end so you're really getting it. Cool.

Exactly. Any other things that I didn’t ask you? I guess I want to know also about how you're leveraging your glamability and all the publicity that you’ve already gotten? If there’s another way that you're continuing to keep the ball rolling?

You’ve filled up your seminars. Your radio shows, there’s a waiting list. You don’t allow people to come to you for more than one session a year, although they can attend your seminars or they can call in on the radio show.

What else are you doing, if anything, to keep all of that energy, all of that great energy moving forward for your next level? I think you said your next level was, were you going to teach people to do what you do? Or you just want people to be independent? You want to have your own TV show?

I do want to be on TV. I'm working on another book. I'm talking to Hay House about that now. If I get Hay House, that would be really the perfect platform for me. I would be rubbing elbows on the stages with Mike Dooley and Deepak Chopra and all of those other things. People that I've read their books for years and years. I would very much love that. I think that would be perfect.

One of the things that you could do to, or one of the things that you put in the book, as you know is endorsements. One way that you can get endorsements from people like Mike Dooley and Deepak Chopra is to offer to do a session with them.

I could, you're right.

Sure. You can always talk to their assistant because you can always also get into that by offering it to the assistant as well. A lot of people discount people’s assistants but they're the gatekeepers to people and they're your helpers. They're the people who you want on your side. I'm not saying that just to be nice to people to get something. I'm saying of course you should always be nice to everyone and consider everyone your friend and helper. They are one of the best helpers. This is the same for producers by the way. People often give gifts to the hosts and they forget the producers. The producer has done all of the work. The host gets all of the glory.

The producers are the ones who call and the producers are the ones who know who I am. When I show up at the radio station, it’s often the producers who greet me by name. The host is drinking coffee and looks at me, squinting and saying, “Yeah, you're that psychic.”

Exactly. It’s about treating those producers and the people who are doing all of the work, rewarding them with a lovely gift and showering your attention and just being grateful for the work that they’ve done and not just the person who’s in the front getting the glory. All of those people who are helping behind the scenes. That’s just one thing that you can do. Just pop in. That would be an easy way for you to get endorsements from some of those people which will elevate your book proposal and also elevate the status of your book when you have those quotes on the back.

That’s really helpful. That’s great. Keeping the good energy flowing, as you were asking about, I'm in touch with the journalists and with the radio producers and the other people who interviewed me. I was really, really happy to get one on our top radio station here, a top talk radio, which is called 702 and it simulcasts in Cape Town. The woman who called me was the producer. She said, “This presenter really wants to talk to you but she’s really pretty skeptical. She wants to do a reading with you privately but she’s going to videotape it. If you're accurate, she will broadcast the video and she will have you on her radio show. If you're not accurate, she won’t and she may even say something bad about you.”

I thought, "Oh no, what kind of pressure is this?" I think I'm 85% accurate but I'm not 100% accurate. 85 is better than 0 but it’s not as good as 100. I went there and she videoed me. It was before, it was three hours before her radio show was going to go on. It’s the worst kind of thing for me actually. She said, “I have an injury on my body. Where is it?” I don’t like it when it’s that confrontational. I like it when people say, “How can I get back together with my baby daddy?” We work on strategies together. It feels more collaborative.

Luckily, instantly I felt the pain in my right shoulder. It felt like band-aid as pain over my shoulder. I described that to her. She said, “Actually that is exactly where it is.” She said, “What I've done is I've put these little …” I don’t know if you’ve seen this. Kinesiology tapes right there on the part that looked like a blue band aid actually.” That’s what I was feeling in my arm as I was talking to her, right in my shoulder. She broadcasted the video, thank God.

Yay. What else are you doing …

Keeping it going. I don’t have a good newsletter. I have a subscription list of about 5,000 and I don’t have a newsletter and I don’t have a capture on my webpage. All of these things are tools that I need to get going. I need to do the free report, gifts, those kinds of things. There’s a lot more that I could do, really. I'm so not done yet.

I think those are really important things to leverage your glamability. For people who don’t know, she’s talking about an opt in box or an incentive for some sort of special report or a video or something to give someone in order to get them their name and email address so she can continue to contact them on there via a newsletter. You already have 5,000 people that you’ve connected with.

One thing you might be to do to yes, connect to those people, and to talk about your dream of getting your own TV show. Just putting it out there, that you also have this new telephone line where they can call and get to conference line and leave a message. If you use that conference line all time, you want to get another line specifically for that where they can leave a message of their results. Just a newsletter could be something super simple. Telling about the Ukraine experience, telling them when this contest is up, that they can look into this contest.

BAMD0029 | Leverage your glamability

Shannon is able to offer many different ways to get a session with her.

Also, just talking a little bit about your news. Tell them about your big dream that you want to get a TV show. Because you have no idea who’s on that list. They may be able to help you realize your dream. You don’t know.

One of the best ways in South Africa, I don’t know how it is in the States right now, but before I can get a TV show, I really need an anchor sponsor. Someone who’s big. As big as Kroger or Macy’s, a really big sponsor. That’s how TV shows are made here right now. I can talk about that and ask for that and put it out there and see what happens.

Absolutely. I love that. Was there anything else that I haven’t asked you that you wanted to add?

No. We could talk for hours. Let’s get down to helping you with a session. Let’s do a mini session for you.

Great. I have three questions. Number one is, what is the next book that I haven’t written yet that I have to write?

Before I go into that, I would like to turn myself on. I would like to switch on and ask permission to be able to do your work. I don’t walk around switched on all the time. Just like a dentist wouldn’t walk around looking at people’s teeth. What I'm going to do is say a short prayer that will ask for permission for me to serve as your translator. The prayer sounds like this, “Dear God. Please allow me to serve as Susan’s translator. Please give her your divine guidance and allowing her to your path. Amen.” Susan, sorry to make you repeat, could you please say your question one more time?

Sure. What is the next book that I haven’t written yet that I have to write?

They're saying it’s a quick book. It’s going to be really easy for you to write. It’s going to be fun and it isn't really directly related to the field that I know that you do. It’s related to something else. It’s a guide or a handbook. It’s a how to. It can be made available digitally. What they're saying is that it’s local, local, local to you. What it could be, the thing that’s coming to my mind is … What is the name of the town where you live right now?

San Rafael.

What is it?

San Rafael. San Rafael, California.

San Rafael. Thank you. It could be a guide to the art deco architecture of this place. A guide to the local foraging foliage of this place. A guide to the … I don't know. They're coming up with the astrology of this place. I don’t know that means. Oh, may lines. A guide to the geopathic stress and places of this place. Do you remember the concept of genius loci?

No.

Which means the spirit of a place. Sometimes it’s spelled genius, like a very intelligent person. Loci, sometime spelled with a double I. It has to do with the Deva or the deity or the overarching angel or spirit of that particular place where you are. I don't know anything about the place where you live. I've never been there. Your angels are saying that you yourself, Susan, have a very special connection to that place. Connecting and talking to the Deva of your place will reveal something wonderful and beautiful about your town and about its … not actually it’s history. It’s not who was mayor or who discovered it or when the Spanish left. It’s not about that but something very special that people can walk around with. It will have a map.

That’s what I get. The idea of it would be you are really multi-talented. You don’t have to stick with one area of expertise. Writing is just a joy for you. It’s just fun. This actually could be a moneymaker. There could be a little app attached to it that could be connected to the tourism and the spirituality of your place. Susan, that’s your answer.

That’s totally wild. I had no idea.

It could be a little bit weird. Maybe you can let it simmer because it certainly doesn’t have to be done by tomorrow afternoon.

Does it have to do with Aikido? Can you tune in to that? Because the geopathic stress or foraging foliage, that’s not something I have any knowledge of but is it something ...

Or even have any interest in. Aikido, that’s what you are writing a book about?

Yes.

We were going for the next one that you hadn’t written yet. What would you like to ask about your Aikido book?

I have another question about my other books that wasn’t the Aikido book. I'm not sure what the question would be about the Aikido book. Let’s ask about my verbal self-defense guide for girls. What would be the best strategy and methodology for getting my girl’s self-defense book into organizations and schools?

They want you to go with the Girl Scouts, the actual Girl Scouts that sell cookies. Verbal self-defense. They're saying it would be a real winner and that your chapters make a fantastic poster. “The 10 ways to defend yourself verbally.” It makes a poster that you would print and you would distribute it to all of the Girl’s Scouts. They’re talking about nationally, contacting the national organization of Girl Scouts.

Great. Anywhere else?

The way your angels are telling it to me is that it’s perfect for 11 year olds. What’s your target audience?

Probably 15 to 25. Are you talking about defending oneself from being cat called, for example?

Yes.

Your angels would like to point out that that’s happening younger than it happened for us. They would really, really like you to frame the language in a way that an 11 to 15 year old could understand. This happened to me when I was a kid. I was probably 12. I was walking down the street and two boys were walking towards me. I wasn’t wearing a bra and my breasts were just starting to develop so they were poking through the little jersey that I was wearing, the little sweater.

These two boys, from about 20 feet away, started pointing at me and laughing at me. I didn’t know why they were doing it. As they walked towards me, they started going, “Mosquito bite, mosquito bite. They look like mosquito bites,” and then they walked passed me. To tell you the truth, I didn’t get what they were talking about until maybe five minutes later. Then I just was burning with shame. So embarrassed. I was crushed. It actually did my self-esteem some harm.

That’s the kind of scenario, of course you explained it so vividly, where a girl could respond in such a way to make sure that those boys understand that that’s not right to say. “That’s none of your business,” or “Get away from me.” Anything like that.

Maybe there are multiple audiences for your book. There is an audience that’s the 15 to 25 year old audience, a university level audience, we would say, that age, or working women. There’s also an audience that you can reframe, you can take the same content and you can make it available and useable to girls even from the age of 11, which we call tweens these days.

Great. Now I have a question that’s sort of broad but just given that I've got so many different projects …

Can I just interrupt because I'm getting a little bit of information about that?

Sure.

It’s, “Talk back to,” and then there’s a blank. “Talk back to …” What’s a word that start with T that is mean? Talk back to?

To tease?

To teasing. Talk back to teasing. That’s a younger version. You're talking about more serious abuse. I'm still aiming at the younger audience.

Interesting.

Because the boys will way, if you confront them with it, they will say, “Are you joking? This is not sexual abuse? I was just teasing her. What’s the big deal?” Teasing is still condoned in our society, where it actually shouldn't be. That’s another possible use. Because you know that you like to take content and multiply its uses. That’s’ another way for you to look at.

Should I run by a title of you or should I ask a more general question?

Try the title. What have you got?

We’re renaming it, True Shield: Verbal Self-Defense Guide For Girls.

Why do you say ‘girls’ if you have just told me that your audience is 15 to 25?

I have another one. Verbal Self-Defense For Young Women and Girls. Geez, that’s so long and bulky. Girls, I think we have a “survival guide for girls” which means girls for our age, yours and mine. Girls can be more board than just … like “girl’s guide to wearing stilettos.” Those are the kinds of things that I think use of the word ‘girls’ is more broad.

When we’re talking about offending a woman about her sexuality, I think it would be more respectful to use the word ‘woman’ rather than ‘girl’ because ‘girl’ … I know what you're saying but when you say “a girls guide to stilettos”, it’s when you and I and are speaking to each other casually and in a fun way and we can both accept each other kind of a way. The oppressed people can always use the oppressed language among themselves. In this, “a girls guide to talking back …” True Shield. I like True Shield quite a bit.

You do? Good.

I really love true shield. Your angels are giving it a big check mark and a big yes, a big go ahead. The tag line, the subtitle needs a little bit of work around maintaining the level of respect. A true shield is super respectful, isn't it? It gives you that knight in shining armor, we are the women warriors. It could be waging a war, true shield, waging war against … and then what’s another way to say inappropriate behavior? It carries well with the true shield because it loses its power when you say the word ‘girls’ there at the end.

What about True Shield; Verbal Self Defense For Young Women And Teens?

Just say young women because as teen, I want to consider myself a young woman. I don’t really want to consider myself a teen. If I was 15, I would gladly read a book aimed at young women. Just drop ‘and teens’. Because I'm aspirationally a young woman, aren’t I?

Great.

There’s a negative around ‘girls’ in this context only.

Wonderful. Thank you. That’s really helpful. I really love that. Thank you for that.

BAMD0029 | Leverage your glamability

Shannon Walbran taps into Susan Harrow's Spirit Guides.

Your angels and guides want to tell you something about the view that you have when you're writing. I don’t know what your room looks like where you write but they're saying that they want you to have a longer view. Do you have the possibility of looking out a window that has sky and looks toward something tall, like a palm tree? Do you have that possibility?

I have no palm trees here but looking out a window or in my garden or something like that? Doing it in, writing in the garden?

Yes, you could write in the garden or you could write at a window that’s near the garden. Your angels are pointing out that you are … Of all of the kingdoms, that is the angel kingdom, the healing kingdom, the mineral kingdom, the animal kingdom and the plant kingdom, the kingdom that wants to help you the most is the plant kingdom. Plant medicine, herbal remedies, things like flower essences, essential oils. All of those things are really your allies in these chapters in writing this book.

Some people like to keep crystals around and so they're really aligned with the mineral kingdom, some people love their fish or their cat or their bird or whatever. You could love all of those things but this is a voluntary connection from the plant kingdom to you saying, “Susan, we want to work with you.”

I love that because we have a very robust garden.

You do?

Yeah. The garden is bigger than the house.

By the way the garden in the back, in the bagua, in Feng shui it’s in the romantic/love area so it’s a visionary place for us too, a creation of our relationship in the garden. Maybe that’s part of it.

What’s the tallest tree that you have? What’s the tallest thing there, in the front of your …

We do have from really tall evergreens in the back.

Right. That’s it. I just saw a waving tree so I thought maybe it’s palm trees, it’s in California. If it’s a pine tree, really those are the things that they're talking to me about. You looking at them as they’re waving in the wind, getting inspired to know that you have as much an impact of a really, really tall tree that can be seen from far. Does that make sense to you?

Mm-hmm.

If you get stuck at any point writing your book, it’s to go and be with those trees and say, “Show me how to be tall, show me how to have an impact, show me how to be visible from far. This is what I want for these ideas.” Because your ideas are so helpful and useful in the world.

Thank you for that. I love that. I do sometimes go and sit beneath them. There’s a little meditation bench off the path down there. I definitely wouldn’t be looking at them but I would be in them. That’s a nice place. They're all around.

The only thing I'm hearing about the Aikido is that they keep saying this funny pun on it in my ear which is Ai-kiddo. Do you think that exists already as a brand? It seems that’s a pretty easy brand to make. Ai-Kiddo.

No. I don’t know.

Maybe it already exists. There’s something about the childlike nature of the play of Aikido, which I don’t do although I would love to start. The serious child, the wise child, the eternal child.

It is very childlike. To see the kids doing it too is really great because they don’t have any hang ups about it. They're tumbling, they're fooling round. One of the tenets of Aikido is joy, you should leave joyful and better after training that when you came in. It’s so true. Sometimes I come really crabby and I always leave happier, no matter what.

You find the childhood when you do it.

Absolutely. Our sensei Hans Goto sensei is very childlike too. He’s got that impish and childlike quality. We’re always laughing a lot at things. I'm always making gasps inappropriately, not on purpose.

That’s so delightful. That’s just mostly such a kick. I'm glad that you're doing that.

It is. It’s lovely.

Does anything come to mind about your health? Do you have questions about your health? The way that I usually clients to frame their question is not, “Am I healthy?” It would be more like, “How can I fix this headache that I usually get at 4:00 in the afternoon?” If you could think of anything specific that’s bugging you about your health, you're not quite concerned about your health, you take good care of your health, but is there anything that’s irritating you?

Yes. I'm not sure I can say it on the air. Let’s talk about some mental probable symptoms where I'm not sleeping as well or I'm pretty tired, a little tired and worn down.

Your angels’ main recommendation for that is licorice, not licorice the candy but licorice the root. You can find licorice root and you can make tea out of it. In fact, it is in an ingredient in a lot of herbal mixtures of teas that you could find, like celestial seasonings and those. If you go to your health foods store or your whole foods and you look at the ingredients of tea, it’s going to be licorice. You can find licorice in a tea. That is a hormone rebalancer. That’s what your angels are recommending for you, and this is a lot, but could you please drink three cups of that per day?

Really?

Yeah, really.

I don’t love it for sure but I can try it. Are they saying anything else?

In a mix with other teas.

It’s so strong. I don’t mind it horribly but it’s not one of my favorite things for sure.

You can take licorice capsules and then you can't taste it.

They have licorice capsules?

Yes.

That might be better.

BAMD0029 | Leverage your glamability

Shannon taps into Susan's Spirit Guides and details what teas and vitamins will benefit specific health issues.

There is such a thing as de-glycerized licorice which has no effect on the blood pressure because glycerized licorice, or you could say just ordinary licorice, does cause blood pressure to rise. In fact people who have low blood pressure like to take licorice and people with high blood pressure should not take licorice because it could cause it to spike. In my mind, while I'm talking to you, I'm also talking to them so I'm on two calls. I said, “Why aren’t you recommending chaste berry?” Which is a really good hormone rebalance.

I am taking that.

They said no … Really?

I'm taking a lot of it.

They said please stop. They said it’s not appropriate for your level of estrogen.

Really? We just upped it to five capsules.

That’s not working. Also, have you noticed your symptoms getting better? No, you have not.

No, I have not.

Your angels are saying, “No, you have not.” They answered it for you actually.

We’re in sync.

Exactly. I'm going in my mind,"What about chaste berry?" They say, “No.” Then you say, “I'm taking chaste berry.” Your angels are going, “Yeah, see you're symptoms aren’t getting better so knock it off.”

What about myomin?

Is it MY?

MY, myomin. Let me ask this, is there anything else that I'm taking that I should not be taking or is there anything that I am taking that I should not be taking, like the chaste berry. We upped that.

I got it. Is there anything I'm taking that I should not be taking? No, everything else is fine. Is there anything that I'm not taking yet that I should be taking? Yes. They would like you to increase your multivitamin B. Are you already taking this?

It’s not a multi vitamin but I am taking B12 and B6 I think.

They're telling me that they want one with all of the Bs together, B1, 2, 3, 4, 5, 6, 7, 8, 9, 10. They want the one with all of the Bs.

1 to 10, okay.

Other than that, you’re doing really well.

Excellent.

And if you stop the chaste berry and if you start the licorice, your symptoms should go away within five days and you can tell me whether they do or not. Let’s see if they do. Let’s do an experiment.

We will do an experiment. Thank you.

It’s my go to also. I always use chaste berry. But they're saying not for you.

That’s really good to know, super good to know. Maybe that will help with my freezing feet.

I can't believe that you just said feet because they just showed me feet. I was looking at feet and I was looking at the skin of the feet. I wondering if the skin of the feet was healthy because I was just about to say, “Are you demonstrating symptoms of candida, by peeling skin on your feet?”

Yeah, they are peeling skin on my feet. I had no idea what that meant. I didn’t even think to ask you about that. It was just weird.

It’s a demonstration of candida and candida usually means too much sugar. I don’t think that you're a person who takes sugar. Are you having too much sweets?

I've been eating sweets lately just because I've been feeling crappy and I just … I don’t usually eat sugar and I have been eating a little bit of candy that I actually bought for someone else that I haven’t given them yet.

The best way to get rid of candida is to eliminate sugar altogether. Green tea is a nice way to not have candida.

I drink that every morning after my coffee. Absolutely.

Other than that, your health is at an 8.5 out of 10. These are tweaks.

I’d love to get to a 10. Can I get to a 10 by doing this?

No, they said if you wanted to get to a 10, you would need to run.

Are you kidding me?

They're not kidding you. They said go running.

What about my knees, people? I used to be a runner. I used to run 5 to 10 miles a day but …

In order for you to get your health at a 10, your body needs to make the gestures of running. If that’s too hard on your knees, you can do aqua running or you can do Zen running, which is having the body do they gestures of running but in a really low impact way. It looks as though you're walking at .1 miles an hour but you're doing the gestures of running.

Okay.

You used to be runner?

Yeah. I do walk. I do walk a couple miles when I'm not doing Aikido. I don’t run just because …

Have you seen Zen running? Have you seen what it looks like?

No.

It’s like slow motion, pretend running. As if someone’s filming you and you're pretending to run.

Okay.

Looks weird.

I’ll take a look.

Your body loved running and when you're running, it was the healthiest that you have ever been, according to your angels, you were the healthiest than you have ever been in your entire life.

I did love running.

Did you love it? Good.

I did really love it. I got into a car accident and I couldn’t run anymore. Walking just did not give that endorphin lift that the running had.

You need to talk your body into believing that it’s running. It can release the endorphins.

Really?

Yeah. By running in slow motion.

Wonderful.

That’s what a reading sounds like. Sounds like guessing with no background and then answers that are maybe 70% familiar and then 30% challenging.

Great. I love it. I wanted to end with you telling us a little bit about how we can get in touch with you if we want a reading or go to one of your seminars. I don’t know if you ever do any online or do them out of South Africa, but if people were listening in South Africa as well, could you tell us a little bit about how to get in touch with you and if people want to reconnect?

I am launching an online course but it will only come to fruition or come to publication in October 2016. It’s on a wonderful platform called Daily Om. It’s a great platform. That will come out next October. Even before then, I’ll probably do online courses. I'm working on the content right now. All of my stuff, my individual sessions, my seminars, my online material and my book are all available via my website, ShannonWalbran.com.

Wonderful. ShannonWalbran.com. Thank you so much for being our guest on how to leverage your glamability before a tv show even airs. This was entirely delightful. I love hearing about all of your experiences and I love of course getting my own reading, which was really fun too.

Cool. I think we should do it again when other interesting things crop up.

I can't wait. Thank you so much, Shannon.

Thank you.

We’ll talk to you soon.

About Shannon Walbran

Shannon Walbran, who is known as South Africa’s top psychic. Her main message is, “You are guided.” Even though she guides you and she loves to teach people how to get their messages themselves After travelling the world in her 20s and 30s, Shannon received a divine message while meditating in the Sinai Desert, which was, “Now, it’s time for you to help other people.” She gave up her career as a writer for a nonprofit and she quickly rose to the top of her field, helping over 20,000 clients directly since 2003.

What she does is she brings people instant, specific, personalized answers to their most pressing personal questions. She adds in details that nobody else knows. Currently, Shannon speaks to a radio listenership of about 8 million people and is the author of the book called Guided, which is available on Audible. She does corporate key note speaking, large group and individual consultations in person and by phone and Skype worldwide. Shannon’s website is ShannonWalbran.com

RESOURCES

Get a VIP session with Shannon to focus on the things you most want to manifest

Book a 1-hour session with Shannon and get your 10 most pressing questions answered

Download the PDF report: 100+ Questions For Your Angels + 15 Ways to DIY Your Own Answers (It’s free!)

Ask a question FREE on the radio

 

Media Training Tips for CEOs

Media Training Tips for Entrepreneurs, Authors, Coaches, Consultants, CEOs

Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

Susan Harrow Podcast

I'm here to give you everything you need to get you ready for the media spotlight so you can live the life you dream of. Let’s begin together with the Sell Yourself Without Selling Your Soul Membership Club to get you set for your time to shine.

Subscribe to Podcast

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Podcast Reviews
  • A geniune way to build your business
    August 26, 2016 by Siriusjane from United States

    Loved this podcast. I found it very helpful and informative. Susan has a very open, friendly, riveting approach to promoting one's business and self. Her sharp insights and her real-life examples and guests can really help a business going from a start-up to a viral presence. I recommend this highly if you want to get your message out there with a genuine approach. Even the poetry speaks to the importants of our words. Check out all the episodes.

  • Invigorate Your Message!
    August 24, 2016 by Michele L. Plunkett from United States

    Winsome wisdom evokes and embodies the expertise of Susan Harrow; ensuring enlivening opportunities and outcomes through her podcasts and programs! Grow your business and income with the stellar style of Susan's endearing and enriching coaching! Susan Harrow Media Coaching and Marketing Strategies provide vitalizing results to invigorate your message when you implement her training!

  • Excited!
    August 24, 2016 by Delia McCabe from Australia

    Love Susan's work - her book and emails and short eBooks are all filled with enthusiasm and sparkle! So excited to be able to listen to her too now!

  • Susan makes publicity doable, authentic, + fun! !
    August 15, 2016 by SherryBelul from United States

    I'm thrilled to see that Susan Harrow is doing this podcast! I've taken a number of Susan's courses and I just love how warm, accessible, and doable her work is. Susan is an amazing trainer who is knowledgable about *all* aspects of publicity and media training, but she never overwhelms us with too much at once. She makes everything bite sized. (Sound-bite sized!) This podcast is no exception. You'll love the stories she tells to illustrate he points because they help make the information memorable. And she gives simple things to practice with. If you want to grow your business, I highly recommend this podcast. Not only will you love the training, I know you will love Susan's generous heart + authentic teaching style.

Search Podcasts

 


Media Training to Script Your Story of Origin


Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

Media Training to Script Your Story of Origin

This is about how to craft your signature story, your story of origin.

Your Story of Origin Sound Bite

Today I wanted to talk about how to create your most important sound bite. It is called your story of origin. It's called that because it's where you began and what gave you the incentive to create your business/book/product/service or cause.

The reason why it's the most important soundbite that sets you apart from everyone else is that it's unique to you. And also it's the most important sound bite because every journalist, producer any interview that you're going to be in, they are going to ask you the question: Why do you do what you do? Why did you start your business? Why did you write your book? Why are you involved in your cause?

So that is a question that you absolutely need to have prepared. What is it? It's the sound bite, which is the story that tells why you do what you do and how you came to either have the idea for the book or why you're involved in your business.

A couple of examples of stories of origin can be, they either start from “Oh I had this childhood interest that has carried me all the way through adulthood.” And you want to connect that together. It can be a hobby, it can be an interest, it can be a love.

So for example someone who is working at the SPCA for example has always loved their first puppy. So they carry that love animals all the way through to what they're doing today.

Your "Aha" moment Sound Bite

The second sound bite is called your “aha moment.” Oh my god something happened that changed your life. You had some brilliant idea or some thunder struck thing actually happened that inspired you to do what you do.

Your Thunderstruck lightening bolt Sound Bite

Another variation of that “aha moment” is a severe change or accident or this is another kind of lightning bolt that comes down to you that is something that shifted your life on a dime.

An example of that would be like Christopher Reeve who became paralyzed and then became an advocate for paralyzed people all over the world. It doesn't necessarily have to be a traumatic event by the way, but it can be just a dramatic event, let’s say that.

Your ancestral Sound Bite

One of the most common sound bites too is something that connects your past to your present. And this can be ancestral. This can be your relatives, your grandfather. your mother, your grandmother, or someone even further in the past that has influenced you to become the person you are today.

So for example my client Kristen Schuerlein who some people call “the blanket lady.” She's a graphic artist and left all of that behind to create these beautiful blankets that have affirmations on them.

She didn't realize this by the way. When we first started working together she didn't realize that her story of origin came from her grandfather who at that time during the war traded shoes. He created and repaired shoes and he traded shoes for chickens. He would make sure that every child in the town had shoes and then he got that food in return. And she said she didn't realize that essentially she's trading shoes for chickens by creating her blankets that she would then give to charities to help support them.

So connecting your past to your present is a very powerful way too. And sometimes by the way it's not like you know it right away. You know what your story of origin is. The process that I go through with my clients typically is let's just talk naturally and hear the way that you speak naturally. And start talking about how you came to be where you are today.

Because often times it's that connection that people don't see necessarily until they start talking out naturally. Because what I found in neuroscience - neuroscience proves this out - is that when you're not in your thinking brain, when you're just in a relaxed state and you're actually just talking freely, all of the right answers come.

This is the same part of the brain that lights up in jazz musicians when they improvise. So essentially what we're doing is we’re improvising with our talk, we're improvising as we chat. And then that beautiful thing comes out unexpectedly.

And then we craft that story. We craft it to have a beautiful beginning, middle and end. So it might come out perfectly almost and then we just craft it to make sure that it's ready for media.

So that is your story of origin. Whether it is a hobby or love from your childhood, an aha moment, a thunderstruck change in your life, or something from your ancestral past.

So that’s one of the first steps that you want, but make sure that you've got your story of origin sound bite down before you actually contact the media.

RESOURCES

Get your free copy of The Top 50 Media Contacts List (It's free!)

Watch the webinar 5 Ways to Double Your Business With Media Appearances in the Next 90 Days (It’s free!)

Download the 5 awesome tips to prepare you for a TV interview free PDF (It’s free!)

Media Training Tips for CEOs

Media Training Tips for Entrepreneurs, Authors, Coaches, Consultants, CEOs

Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

Susan Harrow Podcast

I'm here to give you everything you need to get you ready for the media spotlight so you can live the life you dream of. Let’s begin together with the Sell Yourself Without Selling Your Soul Membership Club to get you set for your time to shine.

Subscribe to Podcast

Subscribe to Be A Media Darling Podcast on iTunes
Subscribe to Be A Media Darling Podcast on Stitcher
Subscribe to Be A Media Darling Podcast on Google Play

Podcast Reviews
  • A geniune way to build your business
    August 26, 2016 by Siriusjane from United States

    Loved this podcast. I found it very helpful and informative. Susan has a very open, friendly, riveting approach to promoting one's business and self. Her sharp insights and her real-life examples and guests can really help a business going from a start-up to a viral presence. I recommend this highly if you want to get your message out there with a genuine approach. Even the poetry speaks to the importants of our words. Check out all the episodes.

  • Invigorate Your Message!
    August 24, 2016 by Michele L. Plunkett from United States

    Winsome wisdom evokes and embodies the expertise of Susan Harrow; ensuring enlivening opportunities and outcomes through her podcasts and programs! Grow your business and income with the stellar style of Susan's endearing and enriching coaching! Susan Harrow Media Coaching and Marketing Strategies provide vitalizing results to invigorate your message when you implement her training!

  • Excited!
    August 24, 2016 by Delia McCabe from Australia

    Love Susan's work - her book and emails and short eBooks are all filled with enthusiasm and sparkle! So excited to be able to listen to her too now!

  • Susan makes publicity doable, authentic, + fun! !
    August 15, 2016 by SherryBelul from United States

    I'm thrilled to see that Susan Harrow is doing this podcast! I've taken a number of Susan's courses and I just love how warm, accessible, and doable her work is. Susan is an amazing trainer who is knowledgable about *all* aspects of publicity and media training, but she never overwhelms us with too much at once. She makes everything bite sized. (Sound-bite sized!) This podcast is no exception. You'll love the stories she tells to illustrate he points because they help make the information memorable. And she gives simple things to practice with. If you want to grow your business, I highly recommend this podcast. Not only will you love the training, I know you will love Susan's generous heart + authentic teaching style.

Search Podcasts

 


How To Live Without Regret + Get Into O Magazine


Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

How To Live Without Regret + Get Into O Magazine

I had flown to Chicago for the taping of the CNBC special The Oprah Effect show for an all day shoot.

I was sitting in a room in a huge loft while the make-up girl put on my fake eyelashes and powdered up my face so I’d be camera ready. I was doing the same breathing techniques that I teach my course participants and clients, but I still felt like I was going to throw up.

Get Featured in O, The Oprah Magazine

How to Get Featured in O, The Oprah Magazine

Because although I’ve trained thousands of people privately and in groups to be on National TV shows like Oprah, 60 Minutes, Good Morning America, and the Today Show I had never done an all day shoot myself.

And, on top of that I was expected to media coach a woman I’d just met seconds ago “live” on the show, in front of all the cameramen, crew and the producer herself. Not to mention the millions of people who would be watching.

Now you have to realize something...

I had never done this before. 

I never took acting classes as a kid. My performance experience consisted of playing Mercutio in a Shakespeare performance on stage in college for a few dozen people. I did one improve class on a whim during a writing retreat.

On top of that I’m an introvert who is a trained extrovert. So the thought of being on-camera and “on” for 10 hours rattled my nerves and made my hands shake.

As I sat in that chair while the make-up artist was spraying my hair my mind raced to, “What was I thinking? I'm not ready yet!"

Couldn’t this opportunity have come later? Like when I felt totally ready?

But we both know that often the best experiences in life often come to us unexpectedly, unplanned, inopportune or at the “wrong” time.

And doesn’t it seem like those incredible opportunities often arrive BEFORE we believe we’re ready?

As the hot lights blasted into my face and the cameraman counted down 10, 9, 8, 7, 6, 5, 4, 3, 2, 1, my hands were ice cold and my mouth dry as a desert. There I was on-camera feeling SO unprepared. So not ready.

But it was a huge once in a lifetime opportunity. And I knew that if I didn’t put into practice everything I’d been teaching for the past 24 years that I’d regret it.

I survived the entire day with a few too many bathroom breaks and a nibble of Thai food (I was too nervous to eat).That one choice to start before I was ready was a giant step in my career. After the show aired. The phone rang off the hook with people who hired me to help them get on Oprah and my email box was crammed full of everyone from ice-cream shop owners to people with dog beds, stay on eye liner, even the illegitimate love child of a king—all wanting to hire me, like TODAY.

When I made the decision to start before I was ready everything in my world shifted and I became known as the “go to girl” for getting on Oprah.

One thing I’ve noticed is that pretty much every successful person I know starts before they feel ready.

And this isn’t a one-time deal. It still happens often that I don’t feel ready. But I move forward anyway. Again and again and again.

And it’s still scary.

I’d wager that this has happened to you.

If you take a walk down memory lane right now I bet you’ll discover that the best decisions you’ve made took a detour around the "I'm not ready yet" fear factory and you chose to go forward anyway because you were called.

I’m sharing this with you now because so many of you want to get your business, book, product, service or cause into O, the Oprah magazine — because you understand the impact that it can have on your business. Meaning it can triple your business overnight AND sustain it. This is the most powerful placement on the planet if you have something that's of interest to women. Which is why I wrote Get Into O Magazine: Ten steps to getting you, your business, book, product, service or cause featured in Oprah’s magazine for you.

Get Your Product into O Magazine

How You Can Get Your Product into O Magazine

If you’ve wanted to get into Oprah's magazine but found yourself on the fence saying, "I can’t buy this book because I don't feel ready quite yet", I highly recommend you do.

Because I can promise you this...

It’s rare if you actually feel ready to step into your full power and do what you came here to do.

Right now, look inside yourself and find that small voice — that you can hear above all your fears — and listen to it.

Your time is now—despite the voices in your head that say it’s not.

Listen to the wise words of Winnie the Pooh:

"If ever there is tomorrow when we're not together... there is something you must always remember. You are braver than you believe, stronger than you seem, and smarter than you think. But the most important thing is, even if we're apart... I'll always be with you."

I invite you to claim your bravery, right now.

Oprah herself says, “The true meaning of courage is to be afraid, and then, with your knees knocking and your heart racing, to step out anyway—even when that step makes sense to nobody but you. I know that’s not easy. But making a bold move is the only way to truly advance toward the grandest vision the universe has for you.”

RESOURCES

Get Into O Magazine and receive a 50% savings. (Use coupon code OMAG)

Need more bravery first? This is the thing: The 15 Best Places For Products, Services & Books To be Featured in O, The Oprah Magazine—Even if you've just started your business or have a self-published book! (Free special report).

Prepare for a media interview

Prepare for a media interview

Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

Susan Harrow Podcast

I'm here to give you everything you need to get you ready for the media spotlight so you can live the life you dream of. Let’s begin together with the Sell Yourself Without Selling Your Soul Membership Club to get you set for your time to shine.

Subscribe to Podcast

Subscribe to Be A Media Darling Podcast on iTunes
Subscribe to Be A Media Darling Podcast on Stitcher
Subscribe to Be A Media Darling Podcast on Google Play

Podcast Reviews
  • A geniune way to build your business
    August 26, 2016 by Siriusjane from United States

    Loved this podcast. I found it very helpful and informative. Susan has a very open, friendly, riveting approach to promoting one's business and self. Her sharp insights and her real-life examples and guests can really help a business going from a start-up to a viral presence. I recommend this highly if you want to get your message out there with a genuine approach. Even the poetry speaks to the importants of our words. Check out all the episodes.

  • Invigorate Your Message!
    August 24, 2016 by Michele L. Plunkett from United States

    Winsome wisdom evokes and embodies the expertise of Susan Harrow; ensuring enlivening opportunities and outcomes through her podcasts and programs! Grow your business and income with the stellar style of Susan's endearing and enriching coaching! Susan Harrow Media Coaching and Marketing Strategies provide vitalizing results to invigorate your message when you implement her training!

  • Excited!
    August 24, 2016 by Delia McCabe from Australia

    Love Susan's work - her book and emails and short eBooks are all filled with enthusiasm and sparkle! So excited to be able to listen to her too now!

  • Susan makes publicity doable, authentic, + fun! !
    August 15, 2016 by SherryBelul from United States

    I'm thrilled to see that Susan Harrow is doing this podcast! I've taken a number of Susan's courses and I just love how warm, accessible, and doable her work is. Susan is an amazing trainer who is knowledgable about *all* aspects of publicity and media training, but she never overwhelms us with too much at once. She makes everything bite sized. (Sound-bite sized!) This podcast is no exception. You'll love the stories she tells to illustrate he points because they help make the information memorable. And she gives simple things to practice with. If you want to grow your business, I highly recommend this podcast. Not only will you love the training, I know you will love Susan's generous heart + authentic teaching style.

Search Podcasts

 


This is How to Get Publicity For Your New Business With Christina Daves


Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

Want to know how to subscribe on your phone? Watch this video.

Want to be a guest on my Podcast? Jet me an email with your topic and a link to your bio here.

Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

This is How to Get Free Publicity For Your New Business

Today we have another PR expert, Christina Daves on how to get free publicity for your new business. Christina Daves is a serial entrepreneur who has founded and has run five successful companies over the past twenty years. With no resources remaining, she launched her latest venture CastMedic Designs. Christina has taught herself everything she could about generating her own free publicity, which basically provided free advertising for her business.

We should talk about what CastMedic Designs is. It is the boot that you wear when you have broken your foot. Is that right?

The doctor prescribes the boot and then CastMedic, has what's called medi-fashions, which are the accessories that go on them to turn that ugly boot into something fashionable.

BAMD0019 | Get Publicity For Your New Business

Get publicity for your new business the way Christina got it for her CastMedic  Designs business.

Nice. I actually had one of those boots when I turned my ankle. We are happy to have you. We were just talking before going live about hearing about each other. We finally connected because of a complementary idea. I would love to hear first about your experience doing your own PR and how you were able to get free publicity for your new business and also your experience about helping others get their PR too.

I speak a lot. I speak a lot to big groups. One thing I noticed that women do differently from men, is that women collaborate. You and I do the kind of same thing. You invited me on your podcast and you are going to be on our podcast. I love that about women. It is complementary what we could do for one another. That is why I think that women in business are going to change the things in the world in a couple of years.

I love that idea. I think that is true. We call that “coopetition.” We are competing but we do some things that another person doesn’t. That is a wonderful way to start a PR campaign to get free publicity for your new business. Let’s talk about PR because sometimes people have an idea but they are afraid of publicity. I love what you said. “Just act, the worst you are going to get is no.” My mantra is anything is possible.

But I love what you said, “The best time for PR is when you are new.” A lot of people who have just begun their business would be terrified about that. Talk a little about how someone new in any particular business can get free publicity for their new business as much as someone who is experienced.

Don’t be afraid. If you are experienced too, do not think that because you are not new that you can't recreate yourself. You can make yourself new. I will use my business as an example. I ordered too much inventory which most of us do when we start out in a product based business. I can’t really create new designs right now but I heard cammo was hot fashion for women last fall. So I took my cammo sock which is actually a men’s version and I put a hot pink rhinestone flower on it. I flipped that out as my new design and I got media coverage for it.

That is great. Cammo like military. You put pink on it. I love that.

Going back to being new. People are so afraid of the media. I tell them that if you think of the media today as running 24/7, 365 - these journalists have to fill all of that space. Not only do they have printed edition but also the online edition too that needs to be updated every single day. Media outlets are just constant. If you can put together a good pitch or a good story idea about your new business and submit it. Especially if you are a local business. Local media is dying to hear about a new local business. That is the easiest way to get publicity. I have a three-pronged approach to get free publicity for your new business.

  1. Be news worthy.
  2. Create a great hook.
  3. Find the right journalist.

If you can put all those three in place you can really start having a lot of success in getting free media exposure for your business.

I love your three points on how to get free publicity for your new business. Be news worthy, write a great pitch, and find the right journalist. I just want to add one to that. Find the right journalist or producer who is going to introduce it at the right time.

What is good about what you said is that if you don’t hear back does not mean it is a "no." It is a "not now." I've gotten that several times where I pitched something, I did not hear anything. But a year later, they came back and they said that it now fits into what they were doing. I have interviewed the features editor for the Parade Magazine and I asked her specifically if she has a file of good stories that don’t fit right now. She said absolutely. I think most producers and journalists keep that kind of file of good ideas that just don’t fit right now.

I think that is really true. Before I was a media trainer, I was a publicist. I can tell you that there were many times I finished a campaign, a 3-6 month campaign for someone. Then 3-6 months later I get a call from someone I pitched and they wanted to book my client after that.

All that work that I did and I often get those kind of calls after my clients campaign is over. Of course I would connect them. It's so true that "No" could mean "not now." It could also mean that you did not create a great pitch. How do you put together a great pitch because if you can’t create a great pitch, you are not going to get to the next step in being able to get free publicity for your new business which is getting an email or actually talking to a journalist or a producer.

The most important thing is to know is what media you are pitching to. If you are going to pitch the Today Show or Good Morning America, you better know that program from the inside out. Make sure that whatever you are pitching fits into their format. If you are trying to get an article in a certain section in a magazine, business magazine, fashion magazine, whatever that is, make sure that you know what they cover and what they write about or the kinds of stories that they like to cover.

BAMD0019 | Get Publicity For Your New Business

Get publicity for your new business by knowing a show's format and what they like to talk about.

Some people don’t take this advice even if this is one of the most important things. I remember when I was teaching a course on how to get booked on Oprah, I had people coming to the course without even knowing anything about Oprah. Some had never watched the show. It is the same thing. You really need to know that format, how long it is, what they would like to cover, the way they like to cover it, their style, and their coverage. So that you can create that pitch that is exactly what they will like.

For example, the Today Show every hour is a bit different. The earlier hours are the hard news and the 10 o’clock hour is a lot more fun. On television a segment is about three minutes. Don’t pitch a 15-minute organizing tips for closets feature. You are not going to get the 15-minute tips in 3 minutes. So you really need to think about what you are pitching and what type of publication it is. If it is an airline magazine which is a long read, you can absolutely have 15-20 tips or something like that. But that would not work on television.

It's maximum five tips for the four minute TV segment, of which you only get two or three of those four minutes. Tell me what you think goes into a great pitch.

I teach. I do workshops and trainings. I tell people two things. Look at magazine covers. Those people get paid a lot of money to get you to buy that magazine. To make you want to know what is inside by reading that blurb in the front. I think AARP is brilliant at it. That is one of the best magazines. They put those kinds of things in there because they make you want to read their magazines.

For television, it's when they say, "Coming up next." I have teenagers who do not like reading over the summer. So on the local news when they said, "Coming up next, the book that will make your kids actually want to read this summer," it makes you want to go sit through the ads, stay on board, and come back with them after the commercials. Those are two great resources you can use that provide a great feel for what makes a great hook and a great pitch.

TV people are masters at it for keeping you viewing. I've got an O Magazine right in front of me, , for instance, the three things you could do to make your face younger today, the bra of your dreams, the simple trick that might save your life, you are not alone, or starting a conversation about anxiety, health, and more. Those are just the things that are small but they are huge teasers. Under the bra of your dreams it says, "practical and pretty."

Those are all things that make you want to read that. The goal when pitching to the media is you want them to want to read your email. I have client who did a pitch like that they actually used her exact headline on the cover of First for Women magazine. The title that she pitched was, “Sure cure for the wired and tired.” She is a doctor of naturopathy. They actually wrote an entire article based on her methods and what she was talking about. They put it on the cover of the magazine, "Sure cure for the wired and tired."

Imagine that, not only do you get into a magazine but you get your story idea on the cover. I know I have a formula for writing hot hooks, but am wondering if you have any formula for writing a great pitch other than reading magazines that are brilliant at this and watching TV. Do you have any formulas to write them so people can follow those formula? You are natural in these kinds of things and also with helping your clients on these. I don’t think it is easy for most people to read all these covers and to do it for themselves.

I don’t have an exact formula but I have some tools and resources that I could recommend. Hub Spot has a blog post generator. You put in three nouns and it gives you some ideas. It could get your creativity going and you would get an idea of what a good hook is. There is another one that I send people to. It takes about 5-15 minutes to go through this but when you are done they will give you a hundred headlines. 75% of which are really good. It is called contentideagenerator.com.

I also think one of my clients did that for one of her speaking titles. It would stand out more because we keep hearing the same things. I wanted her to get new speaking topics. I heard you on one of your trainings where you talked about why having a blog is important.

People think that blogs are just one more thing to do. If your goal is get a lot of media, and as you've said, I've been in 250 media outlets and have gotten so many sales from it, it is absolutely 100% worth it. But when I am pitching in the media there is 95-99% chance that that journalist is going to come to my website before they reach out to me to make sure that I am an expert in my industry and I can speak about what I’m pitching. If you have blog on that website that has a content on there, it shows them that you, in fact, you know what you are talking about. I try to use a resource. I do try to write in the blogs myself, but sometimes I run out of time.

There are only 24 hours a day so I use a resource called textbroker.com. You basically pay them to write a blog for you. You give them your topic and some bullet points since you obviously know your industry pretty well. They will research it and they will write a blog for you. It is like $15, I go back and tweak it to my voice. They check it for plagiarisms, so nothing is copied. So this is actual "your" content that can be put out there.

Do they do the research for you? If you need a statistics for a given topic.

They can do all of that.

That is fantastic for $15. No excuses for not having blog posts. For blog posts you want to have it in your voice. They can put it in your style and voice. A journalist not only looks for the information but they are also looking for “you” as a thought leader and as an expert that has something different from your competitors.

That’s why I go through it to make it into my voice. That is a lot easier to have the content there and then I just tweak some sentences to sound more like me.

Can you share some stories from beginning to end about some of your clients on how they were trying to get some publicity, how you helped them, and how they got it?

It is all about knowing your media outlet. I have one client who is an entrepreneur who wrote a book called The ADD Entrepreneur. It is about how he built his repair car service into a 20-million dollar business and sold it. He used the traits of ADD to build his business. He could not have long meetings with people because he would always be distracted. It is a great book. It is a great story. We heard that one of the local news anchors have been diagnosed with ADD in her mid forties. So we thought, "What a perfect pitch." She covered it and she loved it.

Another client who is a product entrepreneur, she lives in Oklahoma, and by doing research we found that one of the morning shows wanted to highlight a home-town hero type of thing. As she manufactures her products in Oklahoma she uses people who can't get jobs and college students to actually put the product together, and they loved the story. So it is really important to know the media outlet you are trying to get into. Pay attention to what’s on it, who’s on it, and the stories that they like.

Home-town heroes are really underused ones. It is super fabulous for local publicity and it is a really nice way for you to showcase somebody who is a user of your product or service who is the hero versus you. Sometimes people don't want it to be all about me but what if sometimes it is your customers or clients that have the fantastic experience and something changed because of you. They can get highlighted. It can make them feel good. Journalists love that. There is never a deadline for home-town heroes.

If you are pitching somebody else for that and tie yourself to it that is another thing. We talked about collaborating earlier. The media likes that. Talking about pitching these crazy holidays on non-traditional calendars. I was on for National Healthy Foot Month. I have a lot of clients on national Honesty Day and Kindness Day. There are a lot of things you could pitch in for that. There is bakery in Minnesota. The created a pitch for the National Doughnut Day and talked about the Salvation Army being the reason why we have doughnuts. In World War I, the Salvation Army went to France and brought this fried dough and brought it back to the US. So they collaborated on the story. It’s a win-win. It’s a win for the bakery. It’s a win for the Salvation Army because both were able to get covered about it.

I did not know that.

Do your homework. Look into things that you could spin it into and look for more people who you can bring in into the story. The media likes that. If you can have something like that, it's very news worthy.

It is a very cool story. I know the resources Cision and Chases Calendar of Days. What is your product?

It’s called PR Press Pass. If you go here, that’s one part of it and there are ways to create hooks in there. It has over 125 media contacts which we update it quarterly and you can always have access to everything once you are in there. The people in media move around quite a lot these days. If people buy these in a list, then they become obsolete in a month. If you purchase this, it is constantly updated and you will always have access to it. So you have the most current contacts.

We update the calendar. Yes we put it all together. It really works. It is just a creative way for clients to get ideas that the media love. For National Healthy Foot Month I pitched my local Fox station and the journalist, the anchor loved my product but could not figure it out how to tie it in to what they were doing. This was February and come April it was National Healthy Foot Month she said, "I love that." The opening cue states that, “Did you know that April is  National Foot Month? I did not know either but no matter the weather it is never fun to wear a medical boot.” Then it goes to the story of how I'm a local business person and what I have done. Just be creative and come up with something different.

I love that because most of the people are just focused on the major holidays. Like Valentine’s Day and it is very competitive right? These little days like the National Foot Month is not going to be quite as competitive as Valentine’s Day.

One of my favorite ones that I use in my presentations is a local bakery here in DC. They were on for National Bacon Day because they launched a maple bacon cupcake and they launched it on Bacon Day.

There are all these little days, like, who has heard of National Bacon day? Much as I love bacon I've never heard of it. People have created these kinds of days for just about everything. So it is like 365 ways to tie in your product. You could find some of the days that fit into what you are promoting. Right?

I have to say that probably at least five people I have worked with in the last year, we got on for some crazy holiday. We got something coming up this year already.

BAMD0019 | Get Publicity For Your New Business

PR Press Pass gains publicity for your new business

That is great. How do you keep up with this sort of thing? You got your finger on the pulse of media. Is there any way for other people who can’t afford a publicist keep their finger in the pulse of the media to get free publicity for your new business?

The goal is to stay in front of X number of journalists in your industry. The people that could use you over and over again. I have been on my local Fox station for five times for the same thing which is the medical boot. We just spun a different angle every time. Don’t think that you can’t do it. People will think that a medical boot would be a "one and done" on TV.  But we have done it different every time on different segments and different approaches.

I tell people to take a Sunday afternoon, spend a couple of hours putting a plan together for the year. What are twelve evergreen pitches that you could do? Use the non-traditional calendar, use seasonality, anything that is related to your business and find five journalists in your local area, local business publications, trade magazines that would be beneficial if they covered you.

This way you are pitching them once a month. I have interviewed many of them and they say that it is fine as long as you are pitching them a different idea; you don't want to keep giving them the same idea over and over again. This way you are staying front of mind. Say something does happen like breaking news in your industry then they will remember you and go, "Oh Susan, she's been sending me something every month. She's going to know about this, I'm going to reach out to her." They could even use you as their source. That’s building a relationship.

That’s very smart and doable. People really get overwhelmed when they think about doing free publicity for their new business. They set their sights at the top before doing anything local. I like the idea that you have been on Fox five times for your medical boot. In five different ways. Whether it is your local news or a trade publication. Trade publications could be really powerful.

I am working with a client right now who has a really unique product. If you are a runner or dancer or whatever you are, people often lose their toenail. They have a patented type of Band-Aid that goes around your toe that you can paint and looks just like your toe nail whenever you need to go somewhere important like a wedding or it's summertime. That’s what we pitched. We pitched it to a magazine called Lower Extremity Review which is read by podiatrists and orthopedic surgeons. The magazine came out two days ago and they already have an order for it. The minute the magazine came out, they saw it in their mail, and they opened it, and placed an order.

[Tweet "Set your PR sights on the local level before trying to tap national TV]

Not just the consumer but obviously someone like a podiatrist would be very interested in something like this.

Just think outside the box. I go on my local NBC station because I actually went backwards. Usually you don’t get started on national television, you start on local television shows. My very first television appearance was on the Steve Harvey Show. When I knew when the show is going to air I went to my local NBC affiliate and I said that a local business is going to be on this and that. The local news would be a great lead-in to that national appearance. It’s a win-win for everybody. They loved it and kept me on. They said bring everything you have and I had 20 decorated medical boots for that segment. It was amazing.

That’s amazing how you are coordinating your local publicity with your national publicity. Your local stations will really love that because they already know it is a big story since it is being booked nationally. They will get a big story just like a national level.

Anything national that you are on make sure that your local station knows about it.

I just want to reiterate what you said about PR being overwhelming when you are trying to get free publicity for your new business. Christina said that you should think about 12 evergreen pitches. Evergreen means that they are good all year round. They are not necessarily tied to something that is super topical. Using the nontraditional ways of looking at the different days, different angles or just being creative in your head, then to get free publicity for your new business find five journalist or five producers, whatever your preference, and pitch once a month. Use that kind of consistency. Pitch something different every month.

If television is your goal, like national television is your goal, you have to be accessible right then and there. That’s what you are doing. If you are going to pitch that way, have your cell phone number on there and answer it. Because if you don’t they are going to the next person.

I remember working on getting a lot of people on Oprah. The philosophy is that who the right person is for the show, is the person who’s available now. You might think that you are hyper-qualified for this that you are the best person. But if you are not available in that moment and they find another person because you did not pick up your phone. They would go with the available person because they are on a tight deadline.

When they chose me to be on the Steve Harvey Show they contacted me that morning then I had to be interviewed by the producers throughout the day on the phone. 9 o’clock that night as I was getting out of a booster meeting at the high school as I was walking out, my cell phone rang and it was from the Chicago area. It was the Steve Harvey Show and they said we would love to have you in the show. They said that they will fly me out the next morning and asked me what is you airport of your choice and the name on your driver’s license. Of course I went. If that is your goal you need to be that accessible person.

It happens more often than you think. It happens to a lot of people. It’s Oprah, it's Steve Harvey, it's for a lot of the talk show. These talk shows are ready to go. They want you there. It will be like jumping into a plane the next day or that same day.

I have a, colleague who went to Chicago. She is a regular on the Today Show. They sometimes call her at 5 o’clock and they say that they need her to hop on a plane right now to be on the morning show. Because she has said yes every single time that is probably why she is on once every other month.

Even though she is on regularly they still make her jump at the last minute.

It’s the 24/7 news cycle that we are on. Everything is in the last minute. You just need to be that accessible wonderful resource for your media contact and they will reward you for that.

Your answer should always be "yes" to getting free publicity for your new business. Hopefully you will have someone to help figure out the logistics especially if you have kids in school or you have clients lined up. Hopefully they will understand and you will get it figured out.

The last time I was on Fox was last November. Same thing, they called me about 4 o’clock in the afternoon and said that we need you here for the [9:16] segment in the morning.

Fantastic. What do you have in your jump bag to be ready for the media when you do free publicity for your new business? What do you bring on your media appearances?

Depending on what’s it for. If it’s for CastMedic, then I will have decorated boots that are ready to go in a rolling bag that could contain 15-20 boots. I always have my book ready sometimes for business segments. They love that. They love authors and to say, "Best selling author of [Name of your book]." It is an added credibility not only for you but for them to be using an expert. I have some videos for that on my website.

I would also say that you should know how to do television make-up, that is critical. Local television does not have hair and make-up like they did on the Steve Harvey Show, and I did not know that. So I was down Texas, I was in white shirt and wore my normal make up. I looked horrible, like a ghost. If you want to be this local media expert, make sure that you know what the right colors to wear in terms of clothing. You should not wear patterns on television. Learn how to do your make-up. Have a make-up bag that has TV make-up that is ready to go.

Do you use false eyelashes too? Do you know how to put them on?

Absolutely. I use individual ones. I don’t use the whole strip. I am very lucky that a friend I grew up with has been with Fox News as a make-up artist for 20 years. She taught me a lot on what to do. If this is what you want to do, it is worth making that investment. You can have your make-up done but if it a morning time then it is probably impossible. Go to a MAC store in the mall or hire make-up artists to teach you what to buy and how to put it on. It has to be a heavier make-up. You have to wear a lot of powder and lipstick. Even men. We also have videos about make-up for men. They need to do so as well. They can put a little mascara on their eyelashes and eyebrows.

Powder for no-shine is a must.

We joke about the men’s make-up bag and we tell them what to pack.

I was talking to some stock analysts about make-up. They were all just looking at me. I said, "If you dare, you can even wear a little mascara." Go to your local favorite make-up counter. Get TV make-up because the powder and the foundation is totally different from the normal make-up. False eyelashes make your eye pop and stand out. The kind of colors that are good for you should be solid. No dangling earrings. Your hair should always be done.

It is nicer when somebody else does it for you. It is really important. Just think about the impression that you are giving. If you look good and professional people are going to hire you and work with you.

You always see you wear great colors. I see you in peach and pink.

Know your colors, know what you look good in.

If you know your colors just like Christina wears the peach and the pink which are great TV colors if you can wear those. Choose colors that would look good in you because they really work well on TV like blues. In your website which is PRforanyone.com and yourPRacademy.com, I love this idea of your PR Press Pass to keep current in that. It makes it so easy because it is current. You said something about spending a lot of money buying lists and then discovering that they are not updated.

BAMD0019 | Get Publicity For Your New Business

Know what colors work well for you on tv when you get publicity for your new business.

I can’t tell you how many times as publicist when I used a database, at that time we were on the phone 24/7. I hated it when there were pauses when I asked for someone and they said, "I am sorry, but he is dead." I heard that so often. I didn't ask how long has it had been since he passed away because the data base promised to have been updated every year. I would just then say I'm so sorry and ask if someone else has taken his place.

LinkedIn is just a great resource just to check quickly. My assistant and I use that all the time. Most media people are on LinkedIn, so if you are not sure if that a journalist is still working for that publication you can just check where they are now. But you could just check LinkedIn for who the right contact is.

I actually just did that. I was updating O magazine and one of the editors that I thought was still there was not. She was working for a new magazine. I checked her on LinkedIn profile. You are right and I found where she is currently. So that is a great idea.

Is there anything you want to add about free publicity for your new business that I didn't ask you? These is all wonderful information. Especially for people who are new, experienced, or those that have been wanting to start in PR who have been holding back for fear or whatever reason or thinking that it is just too much work.

Once you get into a flow it gets very easy. One of the things I would like to recommend wholeheartedly is to Help A Reporter Out. I have goodie boxes from them because apparently I am one of their biggest success stories. I have continued to have success with them. That's how I got on Steve Harvey Show.

I went on another show, Dr. Oz, because I built a relationship with a producer from a HARO query. Just a couple months ago Forbes did an incredible article for both of my businesses. I saw a sales spike in CastMedic and my book went back up to best seller status.

That can be overwhelming. I get that. Three times a day you get email queries and if it fits, you respond. You need to be quick to respond. There are some things that I figured out though, and I have a free PDF how I do it and my success story.

It is a gift and you can download it at freegiftfromchristina.com. It is a four page PDF that shows you a step by step process of what I do like be timely, be brief, address it to the person if they have their name on there. You just have to cut and paste. If there is a good query that fits your topic and expertise, then answer it. I don’t usually spend a lot of time on HARO — just 5-6 minutes per day.

Helpareporterout.com is great resource. I actually have client who is using it right now. She's gotten a couple of articles and booked radio appearances which is great free publicity for your new business. Also, she's gotten in some gift guides. It is great but you have to respond very quickly because it is very competitive. You have to remember to put in your bio.

67% of people who responded did not have contact information in them. If you are going through all the trouble to write the pitch make sure to give your phone number and your email.

That seems so basic but a lot of people forget it. Make sure you put your telephone in there if you want to get free publicity for your new business. So if they decide to pick up the phone and talk to you immediately they can. They may also want to look at you too for TV so put your website and blog URL on there.

Is there anything you wanted to add about how to get free publicity for your new business? So it is helpareporter.com it has free queries. Which means reporters that are working on articles right now are looking for experts to comment or feature whether on an article, radio, TV show, or a blog, or looking for experts. By the way experts are not about how much experience you have but how well you fit for what they are asking and how quickly you can respond to them and if they can use your response.

Exactly. Help A Reporter is very quick and very easy. Just type in your name and email address and you will start getting queries.

Absolutely. So we have a lot of resources and I will be putting the links that we talked about, in the resources section at the bottom of the podcast episode. Christina Daves’ link is prforanyone.com and we will put the other special links in the podcast post as well. So you will be able listen to this and get all these great resources. Thank you so much for all this fantastic information on how to get free publicity for your new business and for your enthusiasm, passion, and excitement for yourself and your clients. You are clear in your advice.

Thank you. It was really fun and I enjoyed it.

Me too.

About Cristina Daves

Christina Daves is a serial entrepreneur who founded and has run five successful companies over the past twenty years. With no resources remaining, she launched her latest venture CastMedic Designs. Christina has taught herself about generating her own publicity, which basically provided free advertising for her business. 

Since you launched that in 2012, you have gotten publicity for your new business in over 250 different media outlets. Including national and local publications. That is a lot of media. Congratulations for that. That is a lot of experience and a lot publicity for your new business. As a result of this Christina launched prforeveryone.com and prforanyone.com to help other small business owners. Together with her clients, Christina has generated seven figures in sales relating to publicity. She is also the author of the bestselling book PR for Anyone 100+Affordable Ways to Easily Create Buzz for your Business.

RESOURCES

Discover How to Go From No Media To Massive Media Exposure

Get your PR Press Pass

Create and Implement Your Own Media Campaign Like A Pro

Hub Spot Blog Post Generator

Generate 100 Headlines For Your Business

Get a Blog Post Written for $15

Help a Reporter Out

How To Respond to HARO "Cheat Sheet" free PDF

Prepare for a media interview

Prepare for a media interview

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Podcast Reviews
  • A geniune way to build your business
    August 26, 2016 by Siriusjane from United States

    Loved this podcast. I found it very helpful and informative. Susan has a very open, friendly, riveting approach to promoting one's business and self. Her sharp insights and her real-life examples and guests can really help a business going from a start-up to a viral presence. I recommend this highly if you want to get your message out there with a genuine approach. Even the poetry speaks to the importants of our words. Check out all the episodes.

  • Invigorate Your Message!
    August 24, 2016 by Michele L. Plunkett from United States

    Winsome wisdom evokes and embodies the expertise of Susan Harrow; ensuring enlivening opportunities and outcomes through her podcasts and programs! Grow your business and income with the stellar style of Susan's endearing and enriching coaching! Susan Harrow Media Coaching and Marketing Strategies provide vitalizing results to invigorate your message when you implement her training!

  • Excited!
    August 24, 2016 by Delia McCabe from Australia

    Love Susan's work - her book and emails and short eBooks are all filled with enthusiasm and sparkle! So excited to be able to listen to her too now!

  • Susan makes publicity doable, authentic, + fun! !
    August 15, 2016 by SherryBelul from United States

    I'm thrilled to see that Susan Harrow is doing this podcast! I've taken a number of Susan's courses and I just love how warm, accessible, and doable her work is. Susan is an amazing trainer who is knowledgable about *all* aspects of publicity and media training, but she never overwhelms us with too much at once. She makes everything bite sized. (Sound-bite sized!) This podcast is no exception. You'll love the stories she tells to illustrate he points because they help make the information memorable. And she gives simple things to practice with. If you want to grow your business, I highly recommend this podcast. Not only will you love the training, I know you will love Susan's generous heart + authentic teaching style.

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5 Media Training Tips To Become a Sound Bite Genius


Are you enjoying the Podcast? Then I invite you to hop on over to iTunes to subscribe, rate + review it. Here’s a quick video on how to do a podcast review on iTunes. (It’s simple if you follow these directions). Note: It can take up to 24 hours to show up on my Podcast. You're welcome to send this to anyone you think it would delight. May good fortune always follow you!

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Send Susan a Voice Message!

Click below to send me your voice message with a question or topic you’d like to hear more about in my upcoming podcasts! I will answer the most pressing and popular ones in a future episode. (I’ll mention your first name ONLY to protect your privacy.)

5 Media Training Tips To Become a Sound Bite Genius

When I was media coaching sisters Kitty & Jennifer O'Neil, whose new book Decorating with Funky Shui, Kitty said something that I want to share with you.

"I'm going to try talking in sound bites to everyone."

What great practice.

Kitty and Jennifer are the kind of clients I adore. When I asked them to prep for our on-camera media coaching session they got out their camera and grilled each other for days. They scoured their book for their best lines (why reinvent the wheel? If you've been clever on paper, use your best stuff in interviews). They wrote out the questions they thought the media would ask. They mapped out their answers. They were totally ready to roll when my assistant turned on the camera and I played the role of TV host. Here are 5 media training tips so you can become a sound bite genius for your next TV appearance, radio or print interview.

Media Coaching Tips

Media Training Tips

1. Speak in sound bites to everyone.

Getting key phrases for concepts and ideas across clearly is central to all communication. As a fun practice try to shave off any extraneous details during conversation in your everyday life. In Errol Morris' film "Fog of War" former Secretary of Defense Robert McNamara said, "Never answer the question that is asked. Answer the question you wish were asked." Begin to train yourself to speak only what you want others to hear. In this way you'll be shaping others' perception of you—which is the essence of good media.

2. Answer the first interview question with your sermonette.

In a 1989 interview on the NPR show Fresh Air veteran TV journalist David Brinkley said, "Everyone of them [his guests] will arrive in the studio with some little sermonette in mind, and determined to deliver it. So one thing I do is first ask them a dull, boring question like, what do you think about this. And let them deliver their little sermonette. And then we get to the hard core of what we're there to talk about." Your first and last points have the most impact so plan and deliver your sermonettes no matter what you're asked.

3. Frame your ideas for your audience.

Jennifer O'Neil, a film producer and director, explained that when shooting background footage (b-roll) she uses a technique called "grounding." To "ground" the camera must end definitively on an object or scene that signals the viewer that that segment is over. I suggested to her that she probably also used the opening footage to "ground" or shape the beginning of how she wanted a viewer to perceive the scene. In this way you orient your audience to the scene or the material you want them to focus on.

On-Camera Media Training

On-Camera Media Coaching

You can apply the same concept to sound bites. Your opening words set the stage for what you want to convey, your final words signify the close, how you want your audience to remember what you've told them. Use your opening and closing statements to anchor your audience to the information you want them to grasp. That way you shape the way they think about your product, service or cause.

4. Tell people what to do.

I love mystery, but this isn't the place for it. Don't leave your audience guessing. Be forthright about the action you want them to take by letting them know why your product or service is necessary for them to have a complete and happy life now. What gap does what you have to offer fill? Be direct in pointing this out so there is no doubt.

5. Live your words.

Get to the point with clarity and insight. The Latvian violinist Gidon Kremer said of composer Astor Piazzolla's music, "I don't think it's [the music] always about embellishment. I don't think it all can be expressed rightly just gliding on the surface of convenient rhythms. This music can't be in fact performed, it has to be lived. And I always can distinguish if someone is flirting with Piazzolla as a convenient item of our commercial industry or if someone really lives the life or the heartbeat of the music of this great composer."

It's the same with you and your sound bites. Are you living the heartbeat of what you're saying, what you're representing? If not, we hear your false notes, your commercial intent. If so, we know in an instant when your music is true.

If you enjoyed this Podcast you're invited to hop on over to iTunes to subscribe, rate + review it. You're welcome to send this to anyone you think it would delight. I send you a kiss for your kindness!

RESOURCES

Watch the webinar Speak in Sound bites: 5 Surefire Ways to Get More Clients, Customers + Sales — and Become a Media Darling  (It’s free!)

Download the 5 awesome tips to prepare you for a TV interview free PDF (It’s free!)

Media Training Tips for CEOs

Media Training Tips for Entrepreneurs, Authors, Coaches, Consultants, CEOs

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Podcast Reviews
  • A geniune way to build your business
    August 26, 2016 by Siriusjane from United States

    Loved this podcast. I found it very helpful and informative. Susan has a very open, friendly, riveting approach to promoting one's business and self. Her sharp insights and her real-life examples and guests can really help a business going from a start-up to a viral presence. I recommend this highly if you want to get your message out there with a genuine approach. Even the poetry speaks to the importants of our words. Check out all the episodes.

  • Invigorate Your Message!
    August 24, 2016 by Michele L. Plunkett from United States

    Winsome wisdom evokes and embodies the expertise of Susan Harrow; ensuring enlivening opportunities and outcomes through her podcasts and programs! Grow your business and income with the stellar style of Susan's endearing and enriching coaching! Susan Harrow Media Coaching and Marketing Strategies provide vitalizing results to invigorate your message when you implement her training!

  • Excited!
    August 24, 2016 by Delia McCabe from Australia

    Love Susan's work - her book and emails and short eBooks are all filled with enthusiasm and sparkle! So excited to be able to listen to her too now!

  • Susan makes publicity doable, authentic, + fun! !
    August 15, 2016 by SherryBelul from United States

    I'm thrilled to see that Susan Harrow is doing this podcast! I've taken a number of Susan's courses and I just love how warm, accessible, and doable her work is. Susan is an amazing trainer who is knowledgable about *all* aspects of publicity and media training, but she never overwhelms us with too much at once. She makes everything bite sized. (Sound-bite sized!) This podcast is no exception. You'll love the stories she tells to illustrate he points because they help make the information memorable. And she gives simple things to practice with. If you want to grow your business, I highly recommend this podcast. Not only will you love the training, I know you will love Susan's generous heart + authentic teaching style.

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