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


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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!

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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.

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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

 


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.

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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
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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

 


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!

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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

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How To Respond to HARO "Cheat Sheet" free PDF

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Astounding Ideas to Get Corporations to Pay for Your Publicity With Kent Youngstrom


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Astounding Ideas to Get Corporations to Pay for Your Publicity

Kent, Let’s talk about how you started your first publicity and promotion collaboration before you saw how to get corporations to pay for your publicity. What were your first steps to get corporate sponsorship?

My first steps to get corporate sponsors were to take pictures of what I was doing, in a professional way. Meaning other than snapping a picture with my phone real quick of what I was doing in my garage. I hired a friend who was a photographer, and by hired I mean I gave him artwork to pay him for it, I didn't have a budget or anything to start off.

We literally went around Charlotte and came up with this creative idea to just go into buildings that weren't necessarily pretty or good looking and we made a small little catalogue and we called it "Art Makes Everything Better-er-er". I had these wonderful pictures but I still wasn't sure exactly what to do with them so I made these little Shutterfly books. I literally put them in manila envelopes and sent them to furniture companies that I thought might like to sell my work or use it for their photoshoots for their catalogues.

I think I sent 12 or 15 off and I just heard back from one. I got 14 "no's" and I heard back from just one six months later. That was really my first effort into seeing if anybody would really want this stuff, or do they like it? I know my friends liked it and they said, "It should be here, it should be there." I liked it but I wasn’t sure who else would or where to go, and that was my first step.

I like that idea of taking photos in situ or in vignette to make your work more interesting instead of just putting it up on the walls. Do you specifically do this photo shoot with furniture companies in mind, so that you tailored the photoshoot so they could see what your art would look like with the furniture?

I did. Just starting out, I made a mistake of trying to reach everybody all at once. There was a lot of generic photography of a painting next to trash cans, or in the back room of a storage facility, those kinds of things. Which probably in the end, it was really good because it was not like the other marketing pieces where it was against the walls and that type of things, and got a little bit more attention. I went out with a mindset of making them look at it twice, in order words, make them do a double take when they see the photo. I think that actually worked very well.

I think that's great for people out there who are thinking about targeting a particular audience or type of publication or show, to be able to do a photo shoot and to tailor your photos specifically to what they want - because today it is less about "spray and pray" campaigns. Doing less of a broad campaign and really personalizing your pitch via email can help to get corporations to pay for your publicity when they book you. Those were different times, where not you can link to all of your art.

Yeah, I don't have to make books anymore.

Yes, and incase people don't what Shutterfly books are, they are like little photography albums.

Literally it was like a little family photo album and it was just my art. That was the only way I knew of to get it to these people.

It was hard copy, which we just don't do anymore.

BAMD009 | Get Corporations to Pay for Your Publicity

A way to get corporations sponsorship is to start by having a stand out website with unique photos.

I've asked you before about who your photographers are, because your photos and videos are so engaging and lovely. You can see them at experience.KentYoungstrom.com. Since you are in a visual medium and you did this unusual thing, I think that set you apart from the other artists that I have seen in doing these action photos. You are really gifted at doing stuff in action. You've done a lot of videos of you painting and painting in front of audiences.

One thing that I also tried to keep at the back of my mind is there are hundreds of artists out there trying to get a buyer or the audience’s attention. Some of them do wonderful work, and I admire and respect many of them, but at the same time we are all competing for the same wall space.

I can’t compete by putting my painting up against or behind the sofa with some flowers, just like everybody else would. That is why I keep at the back of my mind, "What would catch a buyer’s or a residential person's eye a little bit faster in a different way, but is also showing my personality?" When I was first starting, I thought it is all about the product and the art. I realized that just as much they are buying the painting, they are also buying a little bit of me. As hard as it is to sometimes express or to want to put out there, because we are not always as confident in ourselves. The more I put my story behind the paintings, my energy behind the paintings, or what I was trying to do in the paintings, the more successful that line or product launch is and the easier it is to get corporations to pay for your publicity.

That is such a great point because it was Bert Reynolds who said, "People are more interested in me than in my book or my movies." I think it's always been that way, but in our culture, the shift for selfies and self revelation is really at its peak right now. People want to behind the scenes information, and know who you are, what your process is, as well as the finished product.

You've been creating these videos and these stills that really do show your personality, and they are up on your website. I was looking at them and it's like you've got paint all over your body, and you've got these great bracelets on, you're wearing some cool clothes, and your hair is sticking up and it's like, "Oh that's Kent's brand." The brand is your personality as much as what you are producing, right?

Absolutely, that almost leads to the collaboration part. There are so many companies that may carry my work, and I think would be really cool to carry my work, but I have the most luck with the companies that I use or want to use. When I started working with CB2, one of the things that I told them was that I have this stuff at my house and I liked it.

CB2 is the modern line of Crate & Barrels work. They have about fifteen stores nationwide. I have been working for them for about six years. The first painting that I did for them was they ordered 300 of the same painting, it had dimensional letters on it, but it ended up being the fastest selling piece of original art they ever had. It sold out in seven weeks.

Wow, and so you had to paint all three hundred of those? In what amount of time?

I did eight weeks per order for them. Since then, I've painted over 2000 original paintings with them since I did that first set. It was a great account. It can be a little monotonous to paint the same thing over and over again, but I'll paint anywhere from a hundred to three hundred of the same piece and they will sell it in their catalog, online, or in their stores.

People will also be interested in hearing about your collaborations and how you created those, because that is another way to get corporations to pay for your publicity. When someone works with you in tandem, the person you are doing the work for, that sort of becomes like your in-house publicist because your paintings are always in their catalogs or online. That is a different avenue with publicity. Did they actually put your name on there saying it's a painting by Kent Youngstrom?

They actually put a complete paragraph in there with my name, a story behind the painting, and my story as well. Each painting has my story on a sticker on the back of the painting as well.

Did you decide to do that or did they?

They have a program, and many companies like CB2, for those who make things for a living - creative things, they do stuff with their hands, they are yearning and wanting things that are handmade because that can differentiate them from the other companies who are making prints and knockoffs. They came up with a program that is called Additions Limited. They might have a hundred candle sticks made by a wood worker in New York City, or something like that. Each one is labelled with a sticker, a stamp, or something to let people know that it was handmade. There are several companies doing that. They are always looking for things like that. If they are not, you can approach them and suggest that, which is even better.

BAMD009 | Get Corporations to Pay for Your Publicity

Doing big projects, like this one Kent did with CB2, gives you something to leverage in the future to get corporations to pay for your publicity on other projects.

This is like organic publicity where you don’t have to be there all the time. Since you've got them as an account, you've got consistent business from them. Then other people how are seeing the catalogue, have you had other people call you up orders from the catalogue?

Yes, that was my first big publicity or launch into the public world, was to be in that catalogue. From then on, I could contact other people and say that I was in this catalogue and was sold out. That didn't mean they would right away order something. They would then generally contact me back or say, "Not this time, but please send us your stuff for the next quarter."

Once I got the publicity of the CB2 and learned how that all worked, I capitalized on that and used that for other collaborations. I use collaborations as much to get paying work, but to also get the next job. I am constantly looking for people who are maybe not in the same business that I am in, but in a creative business. For example a clothing company, they may need art work for surf boards, or things like that, and be able to contact them by introducing myself and my work, provide a link, give them some praise, tell them I've been reveling in their work for some time now, and list where I've seen their work; in a catalogue or in a store - being very specific. I then say that I want to work with them. I leave it like that and wait for them to respond.

I'll give you an example, it's a new project and I won't go into too much detail, but it involves making paintings while I exercise with a group of people. Specifically, I'm going to be making paintings while me and my friends do some CrossFit exercises, stuff that no one has done before and I haven't even launched it out yet.

To do that, I would like to make a video of it being made. I thought, "Great, the CrossFit community is huge, how do I get to it?" I wrote to a couple of companies who I like their clothing and tell them I'm going to do this project, and I made a webpage showing some examples of the paintings, and examples of how I would market it and brand it.

Then I would ask them if they would want their clothing to be featured in the video. Some of them said no, a couple said they would but not right now because they are really busy, while the one that I actually wanted to said, "Yes, tell me the sizes of the people you want to paint and we will send the clothes to you." They told me that in 3 hours. So there was a lot of, "No's," but somebody jumped on it, they loved the idea. Once the video is made, it will then go into their email list which is 50,000 people.

Mine is not quite that big. That is how I have grown over the past years, by collaborating with companies in that way. I approach them with, "This is what I do, here's my website," which I spend a lot of time managing the visual part of that. So that when I company goes and looks at that they can say, "This guy knows what he's going. We would like to be associated with that quality of image. How can we work with him?" You really need to have something visual that makes you look impressive. Whether that's a friend who is an excellent photographer that you can trade work with or biting the bullet and hiring someone to do that. Do I do some of my own images? Absolutely, but I don’t do it with my two-cent camera. I bought the right stuff, I bought the right lens, I asked people around, I learned, I took some classes, and I experimented with it. For me, especially in the visual industry, I need to have pictures of what I do other than just, "Here is a quick photo from my phone of me painting."

I really want to unpack a couple of things that you've said, because you've said so many great things especially on how to get corporations to pay for your publicity, but before I do I wanted to ask you, for the CrossFit video, even though people turned you down, will you still wear their clothes so that you can send that to them anyways even though they did not send to you the sizes?

Yes, absolutely. There was, specifically, a shoe company that I really wanted to be involved with, and I wear their shoes every day. They did not say no, but they said that they are interested but are just so busy right now, they need to focus on something else. I said sure and that I was going to send them a copy of the video anyway, they can use it as they wish. I'm still going to end up messing up my shoes and have to buy another pair, but it's worth the $100 if they jump on board. If not, I've got the coolest painted shoes in the gym.

That is sort of like future marketing, they may not have said yes, but you are still going to feature whatever it is that you love in there anyway. The other thing that you said that is really great, that I want people to hear, because I get so many of these messages that are not that and they are so offensive; you said that you when contacted somebody, you said that you know them really well and you write a note saying that this is what you love. You are very specific about it, you say what you love and why you love it. You then offer an invitation to something very specific, in this instance it is a video.

Sometimes it's an invitation to use your paintings in whatever, like with the surfboard company, would they have your art on the surf board or is it in the background behind the surfboard?

Unless I know specifically that they are looking for artwork, I am going to leave it open if possible. It just depends on who I am contacting. I won't just look at them online  once really quick and just send them a letter, I spend 10 or 20 minutes on their website at the least and get to know more about them. Have they sold art before? Who runs their company? I go to LinkedIn and look it up a little bit. Finding out what they do, see if they have any videos up on Vimeo and those types of things. I learn how they work. From there, how would they work with me?

You do a lot of this research so you are not approaching people cold. You really do your homework. You see if it is even a viable possibility, then you show them that you have investigated them and you offer an opportunity, whether it is specific or not, and then you leave it to them to connect back with you. Do you connect back with them or do you follow up?

I try not to be the junior high, bugging the girl all the time, "Well you didn't call me back within 24 hours!" I give them awhile before I bug them again.

How do you gently - what's your second email to them?

It is generally along the lines of “Here is a second nugget of information or a photo that I just shot with your company in mind. If you are not interested, no worries. I just thought I'd send it along.” I never say anything like, “Hey did you get the first message?” or "Well since you didn't get back to me…." If they did not get back with me, it might be that they totally forgot or they are not just interested. That is okay, not everyone I send something to is going to call me back. Sometimes that is a little disappointing, obviously. I try not to, in any way, signify something like, "You should have gotten back to me - you're a bad person!" I am not putting any pressure on them.

You're not putting any pressure on them, you're always leaving it open and saying, "No worries," so if it's not the right fit or they aren't interested, it's a graceful way to do that. Then when you have the second touch, this is what publicist Michelle Tennant calls "goodies," that when you touch the second time you don't say, "Well did you get my message?" What you say is, "Here is something else that might interest you," and that is what you are doing.

You are saying, "Now I have created this other thing," and you are very specific about it creating something with a specific company in mind. Which is great because if we translated that to PR it would be, "Here I've created this. I have this for your audience and I think they may be interested in it because this is what I've seen you do," or that, "This is on a program you were on that has gotten a lot of response from your audience." You have some way of showing that you are connected, you know their audience, and you are showing why this might be of interest to their audience, or a company in your case.

Here is what I wrote in my email:

good morning.

 i’m kenT and i’m an artist. but not the tortured kind, i’m also a crossfit’r. but i try not to tell everyone i meet.

i create one-of-a kind-paintings. you may have seen my work in cb2, on sale sites such as gilt.com, hanging out with the men of grungygentlemen.com, or popping up in celebrity home photos in people magazine. all from my charlotte, nc studio.

i’m writing today to send an puke bucket of appreciation in your direction (warning: gushing praise, straight ahead.) i love what you’re up to, and i’ve been reveling in your inspiring work since finding your product on instagram + diving head first into your feed. your inspiring brand prompted me to swing into your inbox with an ever-so-slightly-ballsy request.

i am introducing a new series of paintings based on crossfit movements, such as double under’s, burpees, slam balls, hand release push ups and kettle bell swings.  to see what i am rx’ing on, click here.

to launch the series + announce the first showing i will be filming an caffeine laden, high intensity 45 second video of the jarring collision between art + repetitive movement. athletes will perform with paint + sweat, outside, at sunset. you can see previous filming here.

a mix of crossfit + canvas.

i would love to be a contributor to you world of awesomeness by showing your shoes or other products in the video.  we plan to shoot in early june + release the line of paintings soon after.

would you be interested in crossfit + canvas?  i promise to make it super easy for you.

i’ll work around how you work - not how i work.

you can chime in to your followers + friends + fans as much or as little as you like. foremost, I want this to be fun + pleasurable, for you.

if you think this is something your fans will obsess over, hit reply with a “i be yes" and i’ll get the details over to you.

much like emom’s + recovery drinks, i'm inclined to believe “we are better, together.”

click here for more info.

on a side note, i will be in san clemente doing some surfing + hanging out with family june 21 - 30 + would love to drop in and see the store + meet the brains behind your brand.

/ kenT

kenT youngstrom

an artist, but not the tortured kind.

kentyoungstrom.com

704.533.1831

/ follow my mission to make your home, office + secret lair as amazing as you are on instagram @kentyoungstrom

/ see behind the scenes here

It does not say everything, like how much the paintings will be, because I said as little as I could to get them enticed. Hopefully, they will ask more information from me because of this. If I tell them everything they don't need to ask me for more.

That's right. You've teased the properly with fun language and showing that you know the product. You've got a great name for it. I don't even CrossFit but I can't wait to see the video and I'm like, "Maybe I should be CrossFitting, it sounds like they've got good clothes and it's really fun!" That is a fantastic letter. I am encouraging you to copy Ken’s letter with your own style if you want to get corporations to pay for your publicity. You wouldn't use his language because that is his language, but you would use his ideas, and the format, and the flow and all of what he has included in that with your own personality and style. Like what we were talking about before, it's got to be your brand, not Kent's brand. I don't talk like that so couldn't use that language, it's not me, I love it but it wouldn't be right coming from me. Same for you, you want to use your own language.

It's got all the elements without the pressure, and it's got the links. 

The media is always very keen to see what you are talking about, so  they can check you out. Another thing that you had said earlier that I just want to reemphasize is your images need to be professional and should represent you. Kent is in the visual industry, so it is super important.

He's got a professional photographer and professional equipment when he does it himself. All of the videos are so well made and so exciting. I've watched a lot of them over and over actually, wishing that the person who helped you there was over here in my area because I don't know anybody like that and I wish I did. So those kinds of things, if you are in a visual medium and you are representing yourself in that way is incredibly important. It is also incredibly important to the media that you have professional photos of you in action and head shots as well. Those kind of vignettes that represent whatever you are doing in your self, your business, your books, products, service, or cause; that all of those photographs look gorgeous. They can see that you are professional and they can see that you are credible because that’s one of the things, once you have gotten their interest and they check you out, if you don't pass that part and they don't think you are a credible expert, then you've lost them.

I know it's the same for a business, like CB2, if you wrote them a great letter and they go to your website and it's like, "Ohh…" Then it's not going to happen. It's got to be your bravado, your brashness, I like what you said, "Kind of ballsy."

Which is kind of forward, you know you  have to use the language appropriately. Would I send that to a furniture company? Probably not. But this was a company that makes clothes for people who are active, I know the owner is a guy. That's part of the research, that's part of being, like you said; if they click that link and it takes them to some bad blog where I am taking some bad photos and putting them on there. They are not going to respond the same way they would if they could see, "Oh this guy has worked with other companies before," all those things

If you haven't worked for a company before, and f you are just starting out, it does not mean taking a picture of everything that you have ever done. One of the best things to do is to just have one page with two or three good photos. That is fine; you don’t have to have 400 good photos, 9 videos, and a link to your mom’s chicken soup recipe.

You just need one or two good photos of what you do, and let them want more. One of the best advice that my dad gave me on dating was to leave them wanting more. Now I use it in business. When I tell them everything and show them everything, they won’t have a reason to call me back. Give them a reason to call you back or contact you. That doesn't mean give them a timeline, it means give them a taste of what you are trying to get them to do and see if they will take the bait.

This format that Kent used for the CrossFit people is totally viable for a pitch letter to the media. It's exactly the same format. Let’s talk more about collaboration before we jump into publicity and how you got into People Magazine and reality TV shows - which is a great way to get corporations to pay for your publicity without you having to do a thing.

The thing about collaboration is to go into it expecting that you are not going to work with everyone, that their timing is going to be different than yours, and you need to be adaptive and to work with how they want to work. Just because I work with Company A one way, doesn't mean that I'm going to work with Company B that way. I need to be flexible, because I'm the one that wants or needs the work, or wants to use them as my marketing or my PR. I need to be flexible for that.

It does not mean that I have to give in to their every whim; I just need to be flexible and willing to work in a way that they are used to working. They have lots of people they could work with, and the easier you are to work with, the more likely that you will continue working with them. Be easy.

BAMD009 | Get Corporations to Pay for Your Publicity

Get corporations to pay for your publicity by doing collaborations with a major brand.

Your whole book, Be Something If You Want to Make Something, is really about the business of being an artist as much as it is inspiring you to do your art, or whatever creative field you are in - I think you called them makers - it's a book of practical and inspirational advice on making a living on being an artist.  That is something Kent has on his website at experience.KentYoungstrom.com.

When you say pop ups in People Magazine, do you mean that you just, "Pop up?" What does that mean?

It means that I have been doing this long enough that my stuff just shows up places where I don't expect it. People Magazine did a feature on celebrities and their homes, and one of the people they featured was Wendy Williams from the talk show. She had one of the CB2 "Love" paintings in what she called her favorite room, and she was standing there right next to it in the picture. I got a bunch of calls from all my friends who said, "I think your painting is in People Magazine," and sure enough it was.

Oh, so you didn't even have to do any publicity - it was just someone who owned one of your paintings and it was in their house. How did you use that great placement in People Magazine to get more business?

I did the standard blog post and Instagram, but now I am able to use that in an introduction letter. I don’t have to explain exactly how it got there, which it was like dumb luck. Doesn't mean I can't utilize it in my introduction letters, because it was there. If they go and look it was. I don't have to say, "My art was in this small little piece in People Magazine, oh my goodness, yay…"

Do you link it to your site?

Sometimes I do, it just depends on the letter. It wouldn't really work in the CrossFit clothing company case, so I left it out. Maybe if I am trying to get another celebrity to buy a painting, it is definitely something that I would use in that way. The same goes for some of the reality TV shows.

Everywhere that I get my work is an opportunity, another way for someone to see it. A couple of the reality shows they have what they call their buyers. When you see the designer on TV saying that they purchased this piece of art there, it is really someone in a backroom coordinating these things so that the designer can say they did it. Those people are the ones that call vendors and artists and companies.

I've gotten several calls where they call me and say they want to use one of my paintings to do "this…" so all I have to do is say yes and sign off on it. Anything on the show they have to have permission to use. They'll want to know if they have permission to use it if they buy it at CB2 or if I can paint them a larger or smaller one.

I also have my work through licensing deals with different companies, so sometimes I'll just be watching TV, watching Home and Garden or some of these other home improvement shows, I may just see my painting on the wall and I'd have no idea it was on there, which is really kind of cool.

Do you get those clips and put it on your website?

I do, and sometimes the various companies that I work with will tag some of those images in their social media or website. I can pull them off there and put them on my social media. I usually space it out between one or two days to do that.

Is that in one place on your website where somebody could click through all of those links?

I believe it is in the collaboration section.

A question that artists what to know is when you are tapped by a TV show and say that they want to use it but they need it in a different size, and if you could paint it for them, do they pay you for that? Or is it something that you should not ask to be paid for?

I have done both. I have done it where if it is a reoccurring show or a sitcom where they want your painting for the oval office like in House of Cards. They pay you per episode that it is seen in. They will see if they can use my San Clemente Pier painting and say that it will be on five episodes. They then tell you how much they pay, and you can say yes or no. Most of the time, it is just a print if it's on those tv shows, so I'm not doing any painting and I'll just agree to that. Some of the other shows buy it from whoever your licensed company is, and I will end up getting a royalty from that company.

You don't have to answer this, but I feel like many people will be interested in knowing, but can you say a range on what a typical payment will be to be on the show?

It is not a whole lot. It could be a couple of hundred dollars per episode for that artwork. They have a set budget, and your little painting - and you have to think about it, they are paying the sofa company and the knick knack company and all those types of things. So it's not a huge thing, but at the same time I'm not having to really do anything. I'm just sitting at home, getting a little bit of extra money doing that, we call it mailbox money.

BAMD009 | Get Corporations to Pay for Your Publicity

Be Something if You Want to Make Something By Kent Youngstrom

Is that something that you would pursue to get corporations to pay for your publicity? Would you pursue shows as part of your publicity campaign? Would you reach out to shows that you like and reach out and say, "This would be perfect in the room that you show all the time," like a bedroom. Even though House of Cards isn't a modern bedroom, so that's not your ideal market but if like there was another one where they do have a modern loft, something like that. Would you connect with these shows and ask them if they want to use your paintings as a way to get corporations to pay for your publicity?

What I have done in the past is I went onto LinkedIn, and if you type in "buyer" it will give you all the furniture buyers, if you type in the search "set designer" or "set buyer", you are going to find all of the Hollywood set buyers. I have put together a specific catalog for them that I could send if they connect with me on LinkedIn or I could get their email address. It then says that my work is available for sets and things like that.

It is hard to contact a specific show, like who do you contact at House of Cards? It's not like there is a specific phone number. You need to find the person that is buying that art for House of Cards, and the only way I know to do that is through LinkedIn and doing those searches. I put one catalog together, and that is on my site so I can send a link to that.

This is a good side note for people who are sending visual things, most companies don’t want you to send large attachments to your emails. If you do, you get blocked. So you'll want to put the images that you want them to see in a specific link. If you want them to see Image A, it should go directly to that, don't just link them to your website and hope that they click around and find it.

Absolutely not, and that is the exact same for the media, most of them will never open attachements, so you have to invite them through a link to your visuals. That's a good point, that it's a specific link, never just to your website, it's to the specific images you want them to see or to a specific page with all of those images on it.

I have several pages that if I just send you to my website you would never see because they are not part of the general flow. If I need someone who is in the movie industry to see that, I have those links saved and can send it to them. Hopefully, they go to that page and then they pop around the rest of the site, but I specifically want them to open Image A the first time they click.

So we are talking a little bit more about using internal publicity, using LinkedIn and social media, and we are going to jump to traditional media in just a little bit. You've talked a little bit about how you do research on LinkedIn and send people very targeted and very specific emails. How else have you used social media and then talk about the results that have come from your social media connections?

I have all of the standard social media accounts. I have Instagram, Facebook, and Twitter. I use Instagram the most because it is visual. I use it just as much to find other people, as I do for people to find me if that makes sense. My number one way of collaboration is finding people who are similar or things that I like on Instagram.

Tell me about a time when you found someone in Instagram for collaboration that resulted in sales.

The company that I sent the clothing letter to is the one that I found on Instagram. That's when I sort of dug into their feed, then when I wrote them I said that I had found them on Instagram, here's my feed as well. That's why I keep my feed up, it's not, "Oh I want to sell this black and white painting today," because that's not how I sell a lot. I don't really have people contacting me saying, "I saw this painting on Instagram, is it still for sale?" Not to say it doesn't happen, but really I'm posting - I try to post a picture a day, except on the weekends because I don’t work on weekends. I post five times a week, in the evening because that's when I think most people will see it. I concentrate on posting a great picture that shows product, my brand, and the studio, stuff like that that is behind the scenes. If you were to not go to my website or if you search through Instagram and go to my feed, you would be able to within one or two thumb flicks see enough pictures that you would get a sense of what I do and a sense of me.

So you don't really do direct sales from social media, it is more on supporting your credibility and showcasing fun and exciting things about you and your work.

I do, and that is basically because my business model is different than some artists. Others sell directly to the general consumer through art shows or venues. I sell most of my work through other companies or other sites. I am constantly trying to keep that up.

Have you done any traditional media? Such as getting into your local paper or on local or national TV shows where you are being featured and they show your work to get corporations to pay for your publicity that route?

I have not done a lot of that, and that does not mean that is not good or not bad for me. I find that I have spent of my energy on the collaboration side which then does the PR for me. My work has been on some of the Home and Garden shows. You can pay them to feature you on their site when you are on the show, and I did just that a couple of times.

Oh so you pay them?

Yeah, you can actually do that. They will approach you and say, "Hey we would like to feature your artwork on our wall in this home makeover show," you'll also get a link where yu pay them and they will feature it on the site when that show is launched on their website. As you are watching the show, they have ads or links on the side to the products that they are showing, so you can pay for those if you like.

Do you find them effective?

I just did it the one time. To be honest, it wasn’t that effective, but that was when I first started, which is why I am not sure if I did it the right way or the wrong way or if I tracked it correctly. If I have the opportunity, I will do it again, but do it differently where this would be promoted on Instagram or Facebook, because back then I did not have those.

Do you ever contact the media via social networks or social media?

I have a little bit. I have spent most of my time in collaborating with these companies, and letting them do the media piece. CB2 sent me to their New York store to do a signing for the prints, and I worked with them and they put it into their blog and their site. They put it in their local outlets and things like that. Again, I leveraged my working with someone else and let them do it.

Sure, that's a great strategy to get corporations to pay for your publicity by the way, because now you are in all of these different catalogs. I saw you on Gilt.com as well in your collaboration with Alex Franzen. Was that Gilt.com or Fab.com?

It was both, I did it on both with her. I try not to spread it on too many sites because it tends to spread everywhere and then nobody wants it as far as the same thing on all of the sites. An example would be CB2 sent me to their New York store to do a signing for some Mother's Day prints, and I worked with them and they put it into their blog and their site. They put it in their local outlets and things like that. Again, I leveraged my working with someone else and let them do it.

BAMD009 | Get Corporations to Pay for Your Publicity

If you are able to get corporate sponsors surprise them with your work ethic.

So they are doing the publicity for you, and that is fantastic. One last question for you that goes along with how to get corporations to pay for your publicity, you have a saying, “Get off the couch, show up on time, go work your backside off, and surprise somebody.” What do you mean by surprise somebody?

What I mean by surprise somebody is to do more than they think that you would. I am constantly battling the notion that artists are late, artists change their mind, and artists do what they want to do - I ordered it in red and he's probably going to bring it to me in blue. Whether it is true or not, people think that artists are difficult to work with, so I am generally fighting an uphill battle. Anything that I can do to surprise them as far as being on time, by painting what I said I was going to be painting, throwing in a little extra, having it clean when it arrives, and having the packaging being nice. These are the things that you don’t usually expect, and surprises people.

Sometimes people order a signed copy of the book and I'll send them two saying, "Read one and pass one on." Do I do that to everyone? No, that wouldn’t make business sense. Anything you can do to surprise someone - and that doesn't mean that because I'm an artist I'm going to surprise someone with my painted jeans or my blue hair, or my tattoos, which I really don't have a lot of; any of those things.

Don't surprise them by the way you look, surprise them by the way you act and how you serve them, what you provide for them. If they are going to pay that much money for something that I made, I better surprise them a little bit, I better make sure that they are satisfied. That it's signed, that there is a note that goes with it, that I show that I am appreciative. That if I said it's going to be there by Tuesday, it's there by Tuesday if not by Monday. That is what I mean with surprising people.

Yeah, and you did that with me, you gave me posters as well as the painting. I was like, "Oh my gosh, I get posters too?" It was like being a kid in the candy store, and you had signed them and numbered them.

It doesn’t have to be something large, if you are making something just like a handmade note cards or something that you can throw in, that just shows you are thinking of them as a person just as much as a client, that is surprising and can be a way to get corporations to pay for your publicity in the future.

I want to thank you for sharing all of your great ideas, particularly focusing on your interesting and creative ways to get corporations to pay for your publicity and do that for you. Thank you so much for hanging out with us, Kent, and sharing with us all your great knowledge for people on being a great maker. This is translatable even if you are not an artist. You talked about things that were really fantastic for anybody who wants to do publicity and collaboration, and make their website beautiful so that when media does come to check you out, you measure up and they actually use you. You really gave some great advice on that, so thank you.

Thank you very much for having me. Just make it simple, make it fun, and enjoy what you do, and people will understand that.

Kent and I finished and were chatting on how to get corporations to pay for your publicity and he said such great stuff. I’ve included the outtake here. Have a listen.

About Kent Youngstrom

I am here today with Kent Youngstrom, to talk about 5 ways artists get corporations to pay for your publicity and sell more art. Kent is an artist, but he calls himself, "Not the tortured kind." He is also the author of Be Something if You Want to Make Something. This is his new book, which is fabulous for any of you out there who are creative. Kent is on a mission in making the walls of your office or home memorable as you are. I have also some of his work on my walls and I always say that I wish I have more walls so that I can have more of his paintings, but sadly there are not enough walls. He is also a teacher. He offers workshops online and in person. He is in Charlotte, North Carolina.

I want to mention his trajectory of career, because we are going to talk about how he built his career, and how he used publicity and collaboration in building up his reputation, and sharing his tips on to how get corporations to pay for your publicity.

He said one gallery show to another, and before long, he was selling paintings to family and friends and a handful of local fans. And then local sales turned into national sales, and then national sales turned into licensing deals.

He then had flash sales at Fab.com and Gilt.com and pop ups in People magazine, which I'm going to have to ask you what those are. He also got flattering attention from those reality TV home makeover shows. He woke up one day and said, "Well I guess I am a full time artist now."

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  • 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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The Email Pitch Letter That Got Me Publicity – That You Can Copy

This is the email that got me featured in a local paper called The Marin Independent Journal (Marin IJ). The journalist, PJ had written about our garden (Which has been featured in Better Homes & Gardens) before from a different angle—saving the disappearing bees.

You can copy it in a snap.

So you can get free publicity too – either local publicity or national publicity. This email is universal.

Harrow Garden view

Business Coaching Photo credit: Will Csaklos

EMAIL #1 ME TO PJ:

Subject line: Group coaching salons in the garden

Hi PJ!

Loved your piece on going directly to jail to get garden bargains. We’ve been considering getting an owl box so this is great to know!

While we do have native plants and make sure the birdbaths are full for all the birds, bees and insects, we’re also using the garden for something new so other people can enjoy it’s beauty:

Coaching Salons.

Think party, literary salon and laser coaching all wrapped up in an enlivening day.

Kind of like blooming your business.

It’s a new alternative to meeting in stuffy hotel rooms and following a stiff agenda. Instead you…

Come with your business longings, dilemmas, and stuck points.

Leave with a clear mind, a full heart — and a plan.

And though I love virtual trainings (and run a few) people are craving more intimate experiences.

http://prsecrets.com/consult/coaching-salons/

Love to hear your thoughts.

Cheers,

Susan

Here is how our correspondence continued.

EMAIL #2 PJ RESPONSE

Love it!  When does it start?

ME: It’s 1 day on Saturday Sept 19 from 1-5.

Email #3 PJ RESPONSE

Got it.  Does it have a strong garden connection other than just being in a garden. Events need to have a strong connection to the garden : )>

ME: Well, everyone says that this feels like a sanctuary and when they see the trellis they say it’s the perfect place to get married so I see the garden as a way to better connect with yourself and what you want vs. sitting in front of a computer.

We are not just going to sit at the table, but were going to walk and talk down the pathways and use movement and the flowers as a way to loosen our thought process and brainstorm.

We will also deadhead – prune away what no longer serves us, by pruning our roses, echinaceas, or boxwoods.

Everyone will also plant a seed in a tiny pot of dirt as a metaphor to grow their business. (Gloves optional!) When I planted tiny maples that had self-seeded from our giant Japanese Maple, hands deep in dirt with my next door neighbor’s kids, they said, “I wish we could do this more often!”

Everyone will leave with a bundle of beautiful lavender to smell to remind them of the day to stay inspired and to take action on what they say they want.

Is that enough?

How does that sound?

Inspiring Creativity! Entrepreneurs grow their business with business coaching in the garden Photo Credit: Will Csaklos

Inspiring Creativity! Entrepreneurs grow their business with business coaching in the garden Photo Credit: Will Csaklos

RESULT: We set up a time to talk two days later. She interviewed me and the article posted. This short format works for either local or national publicity. It’s short, to the point and doesn’t give away all the nitty gritty details until the reporter / producer is interested and asks.

As soon as the piece posted people called or just purchased their place online the same day the article came out.

There are just 2 spots left. Want to come? (San Francisco Bay Area).

I rarely do in-person events and this is the only one I’ll be doing this year. I’d love to meet you and work with you in person!  I hope one will be for you. ?

Here is PJ’s piece about the garden coaching salon.

For the FREE 100 Word Email That Can Get Media To Call You special report, template + examples that goes into more detail and the psychology behind this strategy go here. You can copy it exactly to pitch YOUR local and national media contacts so you can get publicity. (It’s free!)

design

Follow us on Instagram here for more PR tips, insights, gorgeous images, beauty and fun (See me do a knife takeaway for my Aikido test – but don’t expect to be impressed…).


The Top 7 Tips to Getting on TV

By Guest Blogger Gina Rubinstein

Every time you turn on the radio or TV, you see a so-called expert being interviewed. The Today Show, CNN, Talk Radio, local morning shows and all the rest rely on these experts to give background and insight on the hot topics of the day.  For these experts, the result of being on TV or radio is that their BOOK SALES SOAR, they become an IN-DEMAND SPEAKERS, and one media booking leads to more.

This can be you.

As a TV producer, I can tell you from experience that we are always on the hunt for guests and experts who shine.  Actually, we are desperate to find smart and funny people.

In my career, I’ve cast thousands of people for talk shows and other types of reality TV, and said “No” to many thousands more.  I’ve coached many authors and speakers who were looking to promote themselves and their products on TV so they could do the best job possible.  As the one you must get past, the one who says “Yes” or “No,” I can tell you what you need to get booked AND THE MISTAKES THAT CAN TORPEDO OPPORTUNITIES.

Here are the top 7 tips to getting booked on TV:

1. Be authentic: So many people try to be what they think is “right” and come across stilted and rehearsed instead.  I coached my client Judy Carter on how to be authentic and within 30 seconds of being on TV with Marie Osmond, Marie sat on her lap because she liked her so much.

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2. Connect your expertise to a current hot topic.  In order to get the attention of mass media, you need to build a bridge from your expertise to what’s hot in the news. A client of mine who wrote a book on parenting got onto a show about legalizing marijuana because she had advice for parents who want to say “yes” to pot for themselves and “no” to pot for their kids.

3.  Have a compelling elevator pitch – In three or four sentences I need to know who you are, why I should listen to you, what problem you’re going to solve, how if affects me and what fresh ideas you have as solutions. A client of mine found herself in an elevator with a radio producer, gave her pitch, and by the time the elevator got to her floor she was booked on the producer’s show.

glasses-and-pen-on-a-newspaper

4. Talk in sound bites: In our ADD, double latte culture, no one has the time or interest to listen to someone who rambles on or goes off on tangents. In order to be media presence you need to express yourself concisely, in a few short, punchy sentences.

5. Make your points using compelling stories: Your stories give your message the one thing that facts can’t — heart. You need to emotionally connect with audiences and these stories are the way.

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6. Work in your best credentials in a clever way: Nothing is more boring that an arrogant name-dropper. But, it’s important for the audience to know your credentials. I teach my clients to reveal their credentials in anecdotes that enhance who they are in a natural, unforced way.

 7. Have a hot sizzle reel:  90% of the sizzle reels I see have bad audio, are too long, and don’t showcase the expert’s personality immediately. A sizzle reel should be short (3 minutes max, and shorter is better), and should present you as an attractive person who’s an expert in their field and can reach people’s hearts as well as minds. I’ve produced several sizzle reels for clients and all have gotten TV and radio appearances as a result.

Gina Rubinstein is a Los Angeles-based media coach who helps her clients grow their business through the media. For more info go to here. For a free evaluation, please fill out this short questionnaire.


The 10 Best Social Media Tips & Tools Posts From 2014

This is a curated list of the very best posts from top social media peeps. It’s all of THEIR best posts. So you get a giant dose of great tips, tools, strategies, and ideas to start the New Year. Enjoy!

 

  1. Buffer’s top 10 most-read posts of 2014
    Curious about copy that converts? Want to know the best length of everything online verified by research? You got it.

free image

  1. Top 10 Social Media Posts of 2014
    Get solid strategies from an active social media strategist who walks his talk. Good stuff.
  1. Digital Marketer’s 10 Most Popular Articles of 2014
    Small business alert — you can use the same system that Starbucks and McDonald’s do for their mega campaigns and more….

Deiss

  1. Top 8 social media posts of 2013 (doesn’t look like they’ve done 2014).
    Who knows what tickles the psyche when it comes to going viral. Check out the most popular posts of last year. Prepare to be astonished. Be sure to check out the crazy Norwegian video.
  1. Top 10 Social Media Marketing Posts of 2014
    Trends, Tools, popularity, people, and marketing strategies. Lots to learn and use.
  1. 10 Types of Images to Boost Your Social Media Engagement
    You know that images boost engagement. But, I bet you don’t have all of these in your bailiwick ….
  1. 10 Best Social Media Tool Posts in 2014
    Get hyper productive with these Apps and software. Includes video marketing, Pinterest tools, and plug ins. (Plus, how to get 1000 shares on your blog) from a very reliable source I follow.
  1. Top 10 Social Media Marketing Posts: This Year in Social Media
    You’ll want to follow Social Media Examiner you’ll find consistently useful info. Want to generate leads? Create content? Understand Facebook’s metrics? It’s all there.

Social media examiner

  1. 20 Social Media Marketing Tips From the Pros
    These are tips and tools that got results. We want that, yes?
    .
  2.  50 Ways to Promote and Market Your Blog PostsYou want your great posts to reach your tribe, to expand your reach. Here’s how. Jeff Bullas’ blog is a regular must read. Always relevant. One of my favs.

Bullas bullhorn

BONUS: 19 free social media analytics tools

No budget? No problem. All these tools are yours for the taking. I bet you haven’t heard of some of these terrific online helpers.

ONE CAVEAT: No matter how great your social media presence is your strategy won’t work unless your website does. You’re directing people back to your blog or your website so people who are intrigued by your social media updates can have more than a taste of your great content. Don’t disappointment them by having a website doesn’t look and feel like you, your tweets, pics, and posts. Here are 3 free highest converting home page website templates from Marisa Murgatroyd. You can choose the layout that best suits your personality and goals—so your website and social media messages are aligned.


10 Genius Ways To Get Sponsored By Corporations and Non Profits: To Promote Your Business, Book, Product, Speaking Tour or Dream — On Their Dime

by Steve Harrison

My author clients often come to me for advice on how to best stretch their dollars for the marketing and promotion of their books. Especially in these troubling economic times we are all seeking the most effective ways to get our message out there, and marketing and publicity (both essential to your book’s success) can be expensive. This is why I advise my clients to seek corporate sponsorship. Wouldn’t it be great to build your platform on someone else’s dime? To have your next book tour paid for? To be promoted on a major corporations email list or website?

To hitch your wagon to companies with instant name recognition and huge infrastructures that already know how to market to their audience? Yes, believe it or not, there are numerous companies and organizations out there actively seeking to sponsor authors and entrepreneurs just like you.

Think about it, you can spend years building your lists, searching for ways to reach your audience, raising money to promote yourself, your cause, or your product or you can reach out to corporate sponsorship and achieve all your objectives more effectively and in a much shorter time frame. But why would a big company or organization want to help you achieve your dreams and what kinds of things to they sponsor? How to get a sponsor?

Below are some tips from my friend Brendon Burchard, an author/speaker who’s mastered doing promotional partnership deals with leading companies and organizations.These tips are just a preview of what you’ll learn when you participate in my free telephone seminar with Brendon Burchard on Thursday, April 10 who shares how to get sponsored.

Ten Types of Projects Companies and Organizations Will Sponsor

 1. Book buys and book tours.

If you are an entrepreneur and an expert who has written a book whose topic ties in with their corporate marketing goals, they will potentially buy thousands of your books as giveaways to a specific audience they want to reach. They may also pick up the tab for your entire book tour from meals to travel.

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Promote and sell more books
susivinh via photopin cc

2. Live events, conferences, and seminars.

These types of events require not only lots of time and effort, but considerable marketing challenges but they are also magnets for corporate sponsorship. This is because any time you can gather alike-minded audience it holds great appeal to large companies and organizations because it allows them to market/advertise to them.

3. Educational programs.

For example: you are an expert on financial education for teens. Your sponsor will pay you to create the program and for the marketing costs. An ideal sponsor in this example would be a credit card company. What’s in it for them? Good public relations for an industry very often seen as uncaring and greedy.

4. Corporate programs.

Similar to an educational program, this is ideal for an expert in leadership, sales or communication. Your host sponsor pays you to create the program and in some cases to help implement it to their employees.

5. Product buys and launches.

If you’ve done an audio or video product you realize how much goes into the marketing, creation of a website, etc. to promote and launch that product. Find a way to tie into a corporate marketing plan that wants to reach the same market as you and they will handle all those things required to launch your product.

6. Promotions, contests, and sweepstakes.

These are effective ways to get people involved and aware of your product or service but they are expensive. Find a like-minded corporate sponsor to supply the prizes. Remember they love the advertising and they love that you are doing the bulk of the work setting up the contest or promotion and they have the connections you need to make it work. This is one way to get sponsored.

7. Websites and online communities or events.

This is the same premise as #6, corporations and organizations love the hip factor of new media such as social networking and always want their brand to appear cutting edge.

8. Services.

Say you’re a life coach and you want to provide your services to people who really can’t afford you. A sponsor is perfect for this situation. Another example of this is Doctors without Borders, an organization that provides medical services to impoverished people. Sponsorship allows them to provide their essential services and still get a paycheck.

9. Causes.

Corporate America loves to sponsor causes because it is invaluable PR. Companies have sponsored all sorts of causes from cancer issues to clean drinking water in the third world.

10. Tours—educational, marketing, and corporate.

Any type of tour which will hit multiple cities is prime for sponsorship.

Ten Reasons Companies And Non-Profits Do Sponsorship Deals.

 So what are companies and non-profits hoping to gain from sponsoring you? Here are ten reasons they want to partner with you.

Reason 1. To complement their current marketing initiatives.

Companies are always focused on reaching specific target demographics and if your book or service corresponds with that target demographic they will often want to partner with you. This is called alignment. Here’s an example of how this would work. A company like Dove is highly focused on women’s self images of themselves, always stressing that women possess natural beauty and should love themselves as they are. If your book or project shares the same philosophy, it would be a natural fit to partner with them.

Reason 2. To complement another one of their products.

Companies will often send out informational packets outlining their services or products—and say the gist of their marketing is that using their product or service will enhance your life and make you a happier person and this dovetails with the message of your book. The company will want to bundle your book in the packet because it makes their service or product more valuable to the consumer.

Reason 3. To perk a customer and increase their brand loyalty.

Large organizations and companies already have millions of loyal consumers and the trick is obviously to keep them happy and loyal to the brand. To do this, companies will often give these loyal customers extras and if your book fits in with their corporate philosophy, you have the potential to sell them thousands of copies which will simply be giveaways to their valued customers.

Reason 4. To deliver new content to their audience.

Believe it or not, these large corporations often just flat-out run out of things to say. They need content for their newsletters and ezines (which often reach millions of people) and quite often they are using very little staff to produce them. They need you and your expertise to provide them with appropriate content.

Create content of ezines and newsletters

Create content of ezines and newsletters
Stuck in Customs via photopin cc

Reason 5. To train their staff.

If you’ve written a book on sales, leadership or conflict resolution you’d be a perfect fit for this. Companies are always seeking ways to make their employees more productive and this is a golden opportunity for appropriate authors because it would constitute a major buy that could also include seminars and training programs.

Reason 6. To create awareness and visibility in a new market.

For example: the largest growing population segment in our country is Latinos, which means every major corporation is doing their best to market to this expanding group. Let’s say you’ve written a book on Latino leadership principles. Your book could now be a tool used for outreach in the Latino community.

This creates more awareness and visibility and most likely would lead to them sponsoring your speaking engagements and outreach in that community. This concept of course would apply to any demographic a corporation or organization is targeting.

Launch a product with a contest of sweepstakes

Launch a product with a contest of sweepstakes
classic_film via photopin cc

Reason 7. To display their products or brand.

Companies and organizations have the means to put on their own seminars and conferences but would prefer to sponsor yours. This is because they realize people don’t attend these events to be pitched to, but to acquire learning. Content is king and they would rather you provide it as well as the audience. What they get is the opportunity to put up advertising signs or perhaps give out new products.

Reason 8. To create unique customer experiences.

In an age where it is increasing hard to break through the clutter and get your corporate message out, this has become a very popular form of sponsorship. Large companies can easily afford to advertise to get new customers but they’d prefer to give the consumer an experience they will always remember.

This might be giving away tickets to an author event or sponsoring an online contest on a social media website. The key is to give their consumers an experience they will talk about with their friends creating a viral advertising effect. Companies love this because it makes them seem current and on board with cutting edge technology.

Reason 9. To differentiate themselves from their competition.

The reality is that most companies are marketing to the same people in the same ways. They need you as an expert to do something unique on a book tour or in a seminar. They need you to come up with new ideas and they will sponsor you because you make them look different, unique, and real.

Reason 10. To showcase social responsibility.

Corporations are very conscious of their image and they always want good public relations opportunities to show they are doing good deeds for the community and world. They want to help you promote your cause if you can find a way to tie it into their product or corporate message. A real example of this premise is a teenage girl named Shauna Fleming who a few years back started a letter writing initiative called “A Million Thanks.”

Her idea was to get people to write a million letters to our troops in Iraq and overseas. She ended up with countless corporate sponsors eager to help her out, from General Motors to Jody Maroni’s Sausage Kingdom. They loved the good press and the cause. Check out Shauna’s very worthy cause at www.amillionthanks.org.

Corporate social responsibility: Factors that motivate giving

Corporate social responsibility: Factors that motivate giving cambodia4kidsorg via photopin cc

Bonus Reason 11. To generate sales.

They will partner with you to bring new attention and awareness to what they are already marketing. This could entail having you create a DVD, seminar or tour to go along with your book. For example: A company currently marketing towards African-Americans in the inner city would be interested in your book about how African-Americans can discover who they are and how to succeed in the world. They can now use you and your book to create a new affinity and generate new sales.

In closing, let me reiterate that getting sponsorship from a major company or organization is a very attainable goal. You do not need to be famous and you don’t need to be already rich or a business owner. You don’t need to be an author published by a major publisher.

All you need is: A great idea (That’s your book, event, product or service). An understanding of how that idea can help your partners and a knowledge of who to talk to, what to say, and how to pitch the deal.

That’s just a small preview of what you’ll discover on Steve Harrison’s teleseminar with Brendon Burchard on Thursday, April 10. Hope you can join us.


5 Steps to Build Your Reputation With Publicity – When You’ve Just Begun Your Business

What do you do when you have just started your business and need customers and sales? What if you don’t have customer reviews, testimonials, biz experience or even a bio that shows you’re amazing but you want credibility… and publicity?

Imagine this: You have dozens or hundreds of people discovering you…
Even if you’ve just begun your business.

People who want to buy your products and hire you on the spot.

Here’s how.

Step #1. Shine Online.

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Click for a larger view

3 Steps to build a five-star online reputation infographic.

 

You want a website that’s crisp, clear and professional.

Where do potential clients, journalists and producers go to check you out to see if they want to do business with you?

Your website.

Your website should show what you do and who you do it for. Also, it needs an obvious call to action. What do you want your potential clients to DO when they visit? Make sure that they have a clear path to engage with you, your products and services. Give visitors a way to opt-in to a special report or a gift of some sort so you can stay connected.

It used to take 7 impressions before someone would buy from you. They had to connect with you in 7 ways to feel comfortable and trust you. In today’s world it now takes 10 touches to get the same results. So you have to be able to contact your future clients so they have a chance to get to know you.

When people complain that publicity doesn’t work what they really mean is that their website doesn’t convert clicks to cash. Publicity will drive people to your website – but then it’s up to your website to keep them interested enough to want to continue to connect with you and eventually buy.

Your website should also should have the look and feel of you. So a person’s instant impression gives them a sense of who you are, what you sell, and what you stand for.

Step #2. Showcase Your Skills.

Dog with bubble.cartereseContent marketing with images.
Photo Credit: carterse

The best place to showcase your skills is in your bio or about page. This is the place to tout your talents. And while you may not have much experience yet you can bridge your past experience to your present profession. For example, one of the participants in my sound bite course wrote a book on the history of adoption that covered many little known facts about how kids that are adopted don’t have the same rights as ordinary US citizens. She’s not an “adoption expert” but her job as a private investigator used the same sleuthing skills to get to the truth that she used to uncover hidden facts about the adoption industry. That superhero skill went into her bio and made the link from her current profession to her new role as author and champion of underprivileged adoptees.

Step #3. Sound Bite What You Do.

Good News.StewfFree publicity tips and training.
Photo Credit: Stwef

You want to be able to tell people how you can help them in one simple sentence.

Example: “I teach women how to achieve their ideal weight in 2-4 months with no dieting.”

(From Ann Convery’s course, “You’re So Brilliant, Why Don’t They Buy?”)

Notice that this description has concrete, quantifiable results and a timeframe to get those results. It’s not about you, but about what you do for your clients or customers. Plus, this one simple sentence is intriguing and sets up the conversation so people beg for more.

It leads your potential clients to ask two questions:

  1.  How?
  2. Can you do this for me?

Which is exactly what you want them to ask to close business on the spot or during a media appearance.

Step #4. Collect Client Raves.

One-person biz.marsmetPublicity for start-ups
Photo Credit: marsmet546

You can offer your services for free or a reduced fee in exchange for a review.

According to CompUSA and an iPerceptions study, “63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews.”

One of the best ways to get a rave or review is to ask your client what was most helpful or what stood out – right after a successful consult, while you’re still on the phone or in-person with them. Then you write down exactly what they say and read it back to them for approval. This instantly produces natural sounding testimonials and stops procrastination pronto.

Procrastination happens because it can be hard for your clients to think, write and polish a testimonial for you. Stop Procrastination: Interviewing your customers or clients right after they’ve had a positive experience with you is effective and fast.

Bada Bing, you’re (almost) done.

According to 2012 research study adding a photo for unfamiliar celebrity names (that’s all of us J) increased the likelihood that the subjects would judge the claim to be true. So be sure to get photos of your clients and customers to increase your cred.

Step #5. Get Local Publicity.

Media Logos

Pitch your local press. Find an angle about how you’re helping or standing out in your community. Write up some tips about a topic that you know about but that most people don’t. Write a highly opinionated letter to the editor a publication whose audience you want to reach.

One of the quickest ways to get local publicity?

Photos.

Share a photo with a caption that amuses, shocks, or delights – with a short blurb.

Journalists love photos.

The other great thing about photos is that you are in complete control of your image and how you’re portrayed. Images are the sound bites of our generation and can go viral faster than any other medium.

Think visually.

BONUS!

Here’s another way visuals can help you get instant cred…

Logo-ize.

Once you get a media placement put the TV, radio or print logo on your home page or media page. You’ve seen this dozens of times on famous and up and coming people’s websites:

As seen in…

The Wall Street Journal
The New York Times
Parade
People
Real Simple

As seen on:

Oprah
Good Morning America
CNN
The Today Show

There’s nothing like the visual stamp of approval from a media interview or appearance to make a positive impression. Your visitors will automatically assume that you’re famous (or on your way to fame) if you have recognizable logos emblazoned on your website.

As Jayne Mansfield said, “Publicity can be terrible. But only if you don’t have any.”

So these are the 5 steps to Build Your Reputation With Publicity – When You’ve Just Begun Your Business. They are quick and easy and you can start with one thing today.

I would love to hear from you. Have you gotten local publicity? How did you do it?

I’m also curious: which of these 5 strategies resonated the most? Did one stand out as a gleaming jewel?

Did you like this article? If you did, like it, comment, and share it with your friends.

And remember the words of Harold Thurman Whitman:

“Don’t ask yourself what the world needs. Ask yourself what makes you come alive, and then go do that. Because what the world needs is people who have come alive.”

Ready to dive into some more publicity strategies (think heart-felt stories & truth telling without schmaltz) that can start you on your way to the top? Enjoy this FREE training.

Want to see this blog post (with a slightly different twist) as a FREE 10 minute webinar? Hop on over here.

Now that you know a few things about getting publicity, make sure you’re a fabulous public speaker with these 7 inspiring tips.