Guest Post By Victoria Greene
It’s fair to say that America is a fairly divided place right now, with wildly differing ideas about what’s right and wrong. Whatever your views, our blundering, boastful President does seem to have mastered one thing, and that’s showmanship. As he appoints more than a few questionable characters to office, many of us remain distracted by the latest inflammatory statements he’s made on Twitter, or by what’s going on with Celebrity Apprentice. As intelligent entrepreneurs and business owners, here are 8 lessons we can learn from his strengths and weaknesses when it comes to courting publicity.
PR is rooted in positive relationships
Most CEOs respect PR, or at least understand its function. Whatever their feelings towards it, they accept that in positions of high power or visibility, it is necessary. For better or worse, Trump is not most CEOs.
Donald has yet to realize that at the root of PR is a carefully tended network of positive relationships, built on clear and transparent communication. He mistakenly considers himself an ‘expert’ PR person, despite his total lack of tact, sensitivity, or awareness. Let’s not forget, he appointed a hedge fund manager to run his communications office.
For the life of him, Trump cannot seem to hold on to a PR chief, and the reason is quite simple – no self-respecting, professional PR person wants to work for a boss who thinks he can do better, and who will publicly shame you for trying to do your job.
How to apply: Dale Carnegie says in his book How to Win Friends and Influence People: “If You Want to Gather Honey, Don’t Kick Over the Beehive”. In other words, an aggressive approach will get you nowhere. He also says that “Winning friends begins with friendliness” – another simple yet oft forgotten pearl of wisdom. Take a look at this list of the 100 Most Trusted People in America. They are well-liked, charismatic, and many of them are actors. Interestingly, none of them are TV bullies.
Sometimes you need to take an unconventional approach
Some believe that Richard Nixon lost the 1960 presidential race due to his poor TV presence, compared to JFK, who understood the power of the medium. Trump is, of course, no stranger to television, having perhaps more experience with it than any other presidential candidate in history. Throughout his election campaign, he consistently eschewed conventional politics in favor of sensationalism and sound bites, in contrast to Hillary’s more measured approach.
What’s more, while Clinton worked to secure votes across all demographics, Trump lasered in on a specific target audience – white, working class men who had been feeling less represented under the previous Democrat government. In marketing we are often advised to ‘find our niche’, and it seems that the same could be true of politics.
How to apply: There are lots of ways to get unconventional with PR, though it’s no guarantee that just because your campaign is unconventional, it will be a success. From publicity stunts and viral videos, to riding trends and putting out crowdsourcing content, the internet has made it much easier to be imaginative. Check out these Timeless Creative PR Ideas.
If you fake it, you’ll probably get found out
Earlier in Trump’s career, several New York reporters spoke with a John Miller or a John Barron – two supposed PR men who sounded suspiciously like Trump himself. Miller and Barron were particularly insightful, sharing detailed explanations for Trump’s actions and love life, all the while presenting him in the most favorable light possible. You can read the full transcript of one of John Miller’s interviews here.
Of course, these strangely forthcoming sources were none other than Trump himself, and if you read or listen to the interviews, it is startlingly, ridiculously apparent. At one point, he even forgets to speak in the third person. The lesson here? It should go without saying, but we’ll say it anyway: don’t pose as your own publicist and expect to get away with it. Oh – and the tan isn’t real either.
How to apply: It’s fairly straightforward really – just be honest and authentic about who you are and what you do. If you don’t fake it in the first place, you don’t get found out. Lance Armstrong was a celebrated road racing cyclist who many people admired, until the doping scandal came out. Likewise, Tonya Harding was a famous figure skater, whose career was left in tatters after she hired a thug to break her rival’s leg. The public hates a cheater, so keep your record squeaky clean.
You must be willing to listen to advice
PR professionals are much like counselors. Their job is to advise the client on the most effective approach to communications, if they want to achieve certain goals. They are a valuable asset to the team, and a smart client will realize the importance of listening to their advice, even if they end up taking a slightly different course of action. A sensible business owner will involve their PR person in all big-picture discussions.
The thing about Trump is, he really doesn’t want anyone’s advice. He wants to do his own thing and he thinks he’s got PR sussed. When Spicer worked at the White House, he griped about his limited access to the President, yet was still blamed when things went wrong.
How to apply: Benjamin Franklin said that “wise men don’t need advice – fools won’t take it”. If you’re attempting to navigate the choppy waters of publicity, it’s better to do it with a legitimate expert at your side. Part of a PR practitioner’s role is to train their clients to effectively face the media, as well as making their client’s reputation as strong as possible. Ultimately, they help to keep you focused and moving towards your goals – with the force of the media on side.
The celebrity phenomenon
Whether your feelings towards Trump are mild or extreme, it can’t be denied that he is something of a sensation. For better or worse (and likely worse), we’ve never had a figure quite like him on America’s political stage. We now live firmly in a culture of celebrity, and Trump – a longstanding TV star and populist bigmouth – is known by everyone. It shouldn’t really come into the equation when you’re running for President – yet it does.
Why? Because with their deity-like status, we listen to what celebrities have to say. So in 21st century America, should we be surprised that a celebrity has managed to become President? It’s wall-to-wall (pun intended) publicity, be it good or bad. Whether you love or despise Trump, he remains a popular topic of conversation – and that’s just what he wants.
How to apply: So how can you find ways to keep people interested in you? To enjoy the kind of engagement that Trump gets online and in the media, it’s all about being engaging and having a stance or opinion that people relate to. Today’s consumers are discerning about which brands deserve their time and attention. Don’t be afraid to start discussions, and fan the flames to keep them going. Experiment to find out what resonates with your audience, and mix up your timing, language, and use of imagery.
He tells it like (he thinks) it is
Trump doesn’t speak the political tongue. Everybody knows that – just look at his Twitter feed. Instead, he seems to say whatever comes into his head, without much of a filter to speak of. Agree with him or not, you always get the jist of what he’s saying. Some politicians do themselves a disservice when they speak in political jargon, alienating the less articulate voters.
Honestly counts for something in PR, even – or especially – if that honesty is controversial. Trump’s followers love him for his willingness to tackle any subject, in particular those that more seasoned politicians dance around.
Why is this so appealing? Because we value people who give us perspective on things that matter in our culture. In other words, we love someone with a strong opinion. And Trump – well, he is big orange hot air balloon of opinions.
How to apply: We want your perspective on what matters to you and why it’s important to your audience. Your strong opinion about a topic you care about sets you apart from your competitors who may have a different take – and sets you up as a thought leader. News shows are made up of people proffering different opinions on a topic then backing those opinions with facts, research, or other evidence.
Pick an enemy (or several)
Branding experts will often tell you to identify an enemy and position against them. That enemy doesn’t have to be a person, it could be a system, a state of the world, an injustice, or an opinion. The world’s top brands all have distinct enemies – and Trump is a brand too.
At this point, Trump has made many enemies, and he has a habit of calling them out and going after them. Choosing an enemy gives your campaign a focus – it’s the classic scenario of ‘us vs. them’ that galvanizes large groups of people into action. It’s a great tactic for businesses. Is it a good one for politics? It’s certainly been successful at getting Trump into office, but as to the effects on society and the world, it all starts to feel like a dark and dangerous road.
How to apply: So every brand or personality needs an enemy, but that doesn’t have to be a competitor. It could just as easily be an idea. A nutritionist might position processed food corporations as ‘the enemy’. A pro web designer might frame DIY website builders as ‘the enemy’. For an artisan coffee shop, it might be instant coffee. Whether it’s a belief, an assumption, or a rival business, every beloved brand has something to push against and rally behind.
If you don’t have the instinct for it, leave it to the professionals
Anthony Scaramucci has said that Trump has ‘excellent public relations instincts’. So is that true? He certainly represents something different, and something different – especially in politics – is pretty irresistible. But I would argue that overall, Trump’s PR instincts are fumbling at best, and volatile at worst. And they appear to be getting worse. His weeklong assault on his own attorney general in July was apparently ‘all his idea’. Good one.
Trump is used to the selective media exposure granted by his TV lifestyle, but as President, you are on show 24/7. PR decisions are more critical than ever. The best bosses understand their own strengths and weaknesses, but Trump’s inflated view of himself means he won’t listen to others. From a PR perspective, it will be interesting to see where his ego leads him over the course of his time in office.
Trump famously exaggerates, but if you’re looking to implement his tactics into your own business PR campaign, maybe think twice. Exaggeration and dishonesty are no way to do business – and you will be found out eventually. If you’re trying to get more media attention for your business, here are some good guidelines. What we can take away from his success is the importance of picking an enemy, leveraging social channels, being true to yourself, and being memorable. But we can also learn to become better listeners, better bosses, and better people.
Victoria Greene: Brand Marketing Consultant and Freelance Writer.
Vicky is a freelance writer and ecommerce marketing consultant. She loves following politics and drawing lessons that can be beneficial in other areas. In her spare time, Vicky shares her knowledge by writing for a variety of digital publications.
By Sharla Jacobs and Jesse Koren
About seven years ago, I (Jesse) was at a party and my former life coach approached me and said, “I’ve heard that you and Sharla have become quite successful. Congratulations!”
I was speechless. Us? Successful? Really? Is that what people think about us?
Why was I so surprised and embarrassed?
Sure, we had made $732,000 that year (in our third year of business together), but it didn’t feel like we had arrived… not even close.
I knew our struggles so intimately. I knew how many people we wanted to reach.
We weren’t even close to where we wanted to be.
Four days after that party, I entertained the idea that we really were successful. I realized that in comparison to some people we were successful and in comparison to others, we were failures. I discovered that nobody had the power to determine whether we were successful or not.
So, if success isn’t an objective truth then what is it?
Success is a choice as to how you see yourself.
Get clients with this fill in the blank script
If you look for evidence that you’re successful, you will feel successful.
If you look for evidence that you haven’t “made it” yet, you will feel like a failure.
After that party, I CHOSE to start seeing Sharla and I as a success.
And we attracted more success to us.
Even if you just started your business, you can see yourself as a success.
Look back at your life and find tons of small successes that have made you the incredible human being that you are today.
No matter how unsuccessful you may think you are, you get to CHOOSE how you see yourself. And you get to choose how you describe yourself to other people.
No matter how unsuccessful you may think that you are, I guarantee that you are at least two steps ahead of many people on this planet who could use your help.
And two steps ahead of your people is ALL you need, if you want to be of service.
In last week’s blog post: How to Position Yourself as an Authority Without Sounding Arrogant, I wrote,If you are trying to help someone get to the top of a mountain, would you rather get underneath them and push them up? Or stand above them and pull them up?
It’s a LOT easier to stand above them and pull them up to your level.
So as long as you are two steps ahead of the people you want to help, you are in a GREAT position to help them.
But how do you convey you are two steps ahead of them, without sounding arrogant, egotistical and full of yourself?
And what do you do if you’re just starting out or you’ve just been in business for a very short time? Or if you’ve been around for a while, but haven’t quite “made it” yet, then how do you position yourself?
As we shared in last week’s blog, if you just list your accomplishments or your expertise, with no humanity, you will sound arrogant.
So it’s important to share your humanity and your expertise.
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Here are some true examples from our life that might spark ideas for how you can position yourself by sharing both your humanity AND expertise.
1. How many people we’ve helped:
(Humanity) We struggled a lot in the beginning, but we never gave up. And, because of our perseverance…
(Expertise) we’ve been fortunate enough to be able to help over 25,000 people.
2. The collective results of our clients:
(Humanity) While we have had some clients who have not gotten any results,(Expertise) we do have a LOT of clients who are making six figures and attribute their success to what they learned from us. In fact, if you pooled all of our clients together, we could conservatively say that our clients have made tens of millions of dollars with what we have taught them.
3. Our personal results:
(Humanity)In our first two years of leading workshops, we gave our heart and soul to our participants, but never earned more than $1,000 for the workshop.
(Expertise) Recently, we led a live event that brought in over $500,000 in one weekend. We feel so blessed to have learned so much over the last 10 years.
If you’ve helped a lot of people, gotten great results for your clients, and had tremendous personal results, you can use the three ideas above to help you decide how to position yourself without being arrogant.
But how do you position yourself if you’re just starting out (or if you’ve been around for a while, but haven’t quite “made it” yet)?
Here are some ideas to get you started:
Your personal story (we call it Your Hero’s Journey Story) is the story of how you faced something (and got through to the other side) that you now help your clients face. You can share how you walked through your own “dark night of the soul (humanity)” and are now living an amazing life (expertise). If you are someone who walks her/his talk, this also positions you in a way that has your Potential Clients believe that you can walk them through their dark night of the soul also.
- Your Image. We recommend you dress two notches higher than your potential clients.
Many people make the mistake of continuing to dress how they do when they’re with friends when they’re doing business. We recommend you dress like you’re making 6 Figures. Dress in a way that is both elegant (expertise) and uniquely you (humanity).
- How Long You Have Studied Your Profession (Personal Development PLUS Your Niche).
Here’s a great template that includes Humanity and Expertise:
“I’ve studied personal development and ________ (your niche: health, money, beauty, or love) for many years. During this time, many people have been drawn to me, and asked for my support. Enough people have approached me that I decided quite some time ago, to dedicate my life to helping a LOT/hundreds/thousands of people overcome this problem.”
Here’s how to come up with your own Positioning Statements:
Step 1. Make a list of all the different ways you can position yourself as an authority in your field (be truthful, of course). (If you are struggling with the six positioning strategies listed above, we are happy to give you 10 more in our Client Attraction Mastery Home Study Program (we’re launching on March 31st, so stay tuned).
Step 2. Write up phrases you can say in conversation, in your emails, or on your website that bring humanity and expertise to your communication.
Step 3. Practice saying these phrases in a safe place. You can practice in front of the mirror or with a good friend. You can also come to the Client Attraction Summit, which is a very safe place to practice positioning yourself in a community of heart-based people.
Get the FREE templates [PDF Download] that you can send out today to get clients by referral (from people you know who want you to succeed!).
Want to close every client who is a good match for you? Here is the template [PDF Download] for that. FYI it’s gentle and heart-centered. Thousands of coaches, consultants and healers who couldn’t stand to sell have used it successfully.
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.
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.
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.
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.
Sometimes I’m totally obsessed with pinning, tweeting, and blogging. Then I catch myself….Whhhhaaaaat am I doing? This isn’t work.
Or is it?
Dunno. I go back and forth.
Is sharing this pic good for my brand because I think it’s funny—or cute?
Some things to think about BEFORE you post something on social media.
1. Does this link really represent a great article that will help my further my business or brand?
I admit I ALWAYS click through and read any article before I share because some people are fabulous at writing headlines/titles, but don’t deliver on content. Are you curating your content closely to make sure that you don’t send something that is potentially offensive or worthless? Don’t be in a super hurry to promote things just because others think it’s great. I’m not always of the same opinion.
Best times for social media posts
Photo by: Fey Illyas
2. Should I schedule my posts during optimal times?
Sometimes. I have discovered that, though our Sprout Social app may tell us the best times to tweet and post to Facebook, it doesn’t always predict who is online in the wee hours. I’ve had tons of favorites and retweets when I’m skimming for content ideas on those nights I can’t sleep.
Surprised? Yes, so was I. So don’t always believe the stats as when your tribe is or isn’t tweeting or Facebooking. Learn from your own experience. Those tools are great, but they aren’t God. They are algorithms, not people. The only way to find out what’s piquing your tribe is to choose things that please you or have already piqued others. (Though, neither is a guarantee). Lady luck plays a huge part in viralocity. As does timing and the tenor of the times.
3. Should I hire a social media manager?
You want a social media manager who understands you and your brand and can sift through content quickly and make recommendations for posts, articles, pics and respond to people in your network in your voice. Sometimes this takes a bit of training – once you have the right person in that role.
Most of the time I leave all the social media stuff up to my social media manager Kayli Schattner to help me choose and post things I think you would like and share. That said, I send her things i want her to schedule AND I still want to approve most of the content before it gets posted. My VA Kelly has chastised me about this, saying it’s a waste of my precious time. But I’m super particular about my reputation. So that’s your own personal call.
For example, if someone makes a request that Kayli doesn’t know how to answer or feels uncomfortable answering, she’ll jet me and email so I can write up a response. We’ve created a bank of responses for the most frequently asked questions that she can tailor them to any request. That way I ensure that my followers are being handled in the way that matches my conversational style and integrity. And it saves a ton of time for all of us.
And, you’re in for a treat because…
Kayli has a few openings for a new client.
Social Media Marketing
Kayli is the most positive and optimistic person I know. She is always willing to help—and will tell you honestly when she doesn’t know something —or what doesn’t suit her strengths. I depend on her to handle all my social media and the administration of my blog. She’s a gem. Best to be fast. I scooped her up within an hour of interviewing her as she shined far above all the other candidates.
Here’s what she’s looking for:
Are you a creative entrepreneur or blogger looking to refine your web presence and generate leads through the power of social media? Find yourself craving more time to focus on what makes your soul happy rather than community building and small-talk? Social Media Strategist and Web Presence Consultant, Kayli Schattner, is taking on a couple of extra clients and would love to discuss how she can help you and your business. If you’d like a creative, upbeat and dedicated Social Media Manager for your business, be sure to jet her an email at: firstname.lastname@example.org to discuss strategy and pricing.
Interested in more tips for social media? Try these:
This is a monthly shout out to anyone who has taken action and reached a goal or made a shift. I will be searching through your comments every month to choose a new person to feature in the “Subscriber Spotlight Shout Out.” So post some success you’ve had that you’ve gleaned from a webinar, course, product, ezine, blog post, consult, or Joy Spot™ session with me.
At long last your book arrived from America this Friday and I couldn’t put it down. It read like a thriller and it read like poetry. Your multifaceted fascinating personality colored every page and I felt like I was sitting right next to you. It was packed with delicious nuggets, much wisdom and expertise. You made me laugh, you made me cry, you reassured me and you helped me feel more confident.
And mostly, it was a wonderful gift from G-d sent to me at the perfect time.
Today, I gave my first presentation at a writer’s seminar. Now I know why I had to wait so long, so that it can be fresh in my mind as I tentatively dipped my toes in the big wide ocean of new possibilities. Remembering your words, I felt like you were my friend, cheering me on and supporting me. Thank you for all that you are doing in this world! ~ Libby Kizsner
For many people, I’m better known as the columnist “Dear Libby” for Mishpacha magazine. Others know me by my bestselling books, Extraordinary Stories about Ordinary People and Dear Libby: Real Kids Raising Real Issues and Libby’s Sound Advice.
Besides writing professionally, I’m the Chief Story Strategist for Your Magnetic Story, which allows you to use storytelling to reach new business and personal goals.
Bravo Libby — for dipping your toes in that big wide ocean of possibilities.
What is the one small step you’ve taken to move forward?
By Christine Gallagher
When you hear the word “marketing,” how does it make you feel?
If you’re like many business owners, it doesn’t exactly cause you to jump for joy. Why? Because for so long, it has conjured up images of the sleazy used car salesman trying to get you to buy something you don’t need. No one wants to inflict that on someone, right?
The truth is, marketing today doesn’t have to come with a side of slime. The real deal is that modern marketing is simply compelling, effective communication that has nothing to do with manipulation or sleaze. It’s about meeting your client or customer’s deepest needs, and no matter what business you’re in, it’s NOT optional.
The good news is, it’s not about lying or being out of integrity to make sales, no matter what you’ve heard in the past. Happily, you can still really profit while still being completely truthful and ethical.
Remember, it’s your job to remind people that you’re in business and that you have a solution to offer them. Marketing is simply the vehicle that allows you to do that, and without it in your business, you’ll stay broke. (It’s the hard truth.)
If that’s the case, how can you really rock it out with your marketing? Here are five simple ways to keep the cash flowing while remaining sleaze-free.
Schedule it and be consistent.
The only way your marketing is going to get done is if you make the time to do it. Put it on the calendar and DON’T move it! If you’re lacking in clients and cash flow, it usually means you’re not marketing enough. Be brutally honest about how you’re spending your time. Schedule at least three hours a week to do it and beware the temptation to stop once the money begins to flow. Yep, to ensure your success continues, market even when you’ve got a full pipeline.
Ask your market what they need.
Click for a larger view of image
Find out what your market needs and how they want to be served by simply asking them. Survey your list, email or call past or current clients, ask probing questions. Ask them what their biggest challenges are, what their perfect solutions would be, and what they’ve tried that hasn’t worked. Find out how critical it is for them to get their problems solved, and listen carefully to the words they use. You can then position what you offer as a solution to the needs you’ve discovered.
Be curious about copywriting.
Copywriting chops are not just for the pros! Because it’s one of the most expensive things to outsource, it’s wise to sharpen your word-slinging skills. Practice writing headlines and bullets. Use words that evoke emotion. Especially online, much of your communication will occur via the written word. Learn how to use your writing to pique curiosity and showcase the benefits you offer.
Track and tweak.
Tracking your results shows you what you need to change and improve. It also helps you understand your market and what fuels their behaviors. Don’t be super-hard on yourself if something doesn’t work—think of it as a learning opportunity and a chance to do things better. Do more of what works!
Keep soaking up the knowledge.
I’m a big believer that the learning never stops. Read blogs and books, attend workshops and seminars, and take courses. The more you learn, the better you can serve your market.
These days, the absolute best marketing is relationship-based, honest, and best of all, it has the power to change the lives of others. Sounds a lot more appealing, doesn’t it? Keep these five ways in mind and you’ll be a marketing rock star in no time.
Join us for Free webinar training called “Get the EXPERT FACTOR: Simple Steps to Stand Out, Serve More People and Turn Relationships to Revenue Online.”
Christine Gallagher is founder of ShesGotClients.com, a company dedicated to teaching women entrepreneurs all over the world how to use authentic relationship marketing and online strategies to attract raving fans, enroll more clients, and enjoy more income and freedom in their business, all while sharing their gifts and their message in a much bigger way. After applying Christine’s proven online marketing methods, her clients typically experience a significant increase in traffic, subscribers, clients, affiliates and lucrative joint venture opportunities.
I need to lose 20 pounds. I wish I had less wrinkles. My butt is too big. Look at my wobbly double chin. She’s a liar. I don’t believe a word she’s said. What a schlump. Is that any way to sit in a chair?
These are actual phrases that clients said to me in the past 23 years I’ve been a media trainer and consultant. When I media train my clients for TV shows most of them first fret about their appearance. Sound bites take a back seat to clothes, expressions, body language and butt size. Shame, fear, insecurity, all rear right up. The question, “What will people think of me?” takes center stage.
And rightly so. In three seconds your audience has already decided whether they like, trust, respect, believe, and will buy from you. So how much of what people think of you has to do with your clothes, facial language, body language, and demeanor as well as the look and feel of you? A lot.
But here’s the silver lining. People follow your lead. If you feel like a slouch you’re directing people to think you are one. If you radiate beauty and good health even while toting extra pounds, we may notice your heft, but we forgive it for your verve. And while I know that a TV appearance isn’t going to help you get over your childhood issues any faster, there are still strategies that can help you be fabulicious, increase your business, and stop thinking so much about your butt.
But, because the question I get most is about looks, I’m going to address how to prepare now, in advance, BEFORE you get booked on TV so you’ll feel your Fabulicious best when your day in the sun arrives. No scrambling for clothes that don’t accentuate your best features. No last minute panic about how you look. You can’t lose 20 pounds overnight but you can focus your full attention on what you can give your audience that only you can. In the brief time you have – two to four minutes – on Good Morning America, The Today Show, CNN, or Fox, you can deliver your sound bites with generosity and wit.
1. Clear your mind.
Drink Bulletproof coffee. I start every morning with this special coffee combined with unsalted Kerrygold grassfed butter, MCT oil and collagen. This combo was created by Dave Aspry who bio-hacked his body to lose 250 pounds and gain optimal health. This is potent coffee that is organic and doesn’t contain any toxins normally found in commercial coffees. You combine the coffee with Upgraded Brain Octane oil (which is fat-burning))that is 12x stronger than coconut oil, for maximum cognitive function.
In English that means peak brain performance – a clear mind. Aspry says that you can, “Learn to be perfectly focused in any situation — in one week.” He says, “In this protocol, you eat no protein and no carbs at all in the morning, instead enjoying a Bulletproof Coffee. That provides the most energy and the least hunger for about eight hours. Adding in the collagen “delivers low inflammation, high quality, and heat stable protein to my coffee without affecting the taste.”
According to Tim Ferriss, author of, The 4 Hour Body, eating protein within 30 minutes of waking up is essential for losing weight. Even if you don’t want to lose weight, this coffee will sustain and nourish you while giving you clarity of thought. Exactly what you need in a media pressure cooker situation.
Yes, there is decaf as well, however I didn’t find the same effects with it. And since I’m sensitive to caffeine I combine half decaf with half caf beans – just so I could drink more of the delicious stuff. Otherwise I could just have one tiny cupful. (And I wasn’t a coffee drinker at all before this. Green tea was my go to morning drink, which I still enjoy after I have my Bulletproof coffee).
You’ll be the judge of how much you can drink without getting a buzz on. I suggest you sip a small cup and wait fifteen minutes so you can judge the effects. Also, add as much butter as you like. I admit I was first horrified at the thought of dumping a half stick of butter into my coffee. I thought it would taste disgusting. But it’s like putting cream on steroids, rich and smooth. I prefer a bit more butter than my partner so I add in an extra pat into my cup after he’s made it. You’ll discover what works best for you. While you’re on the Bulletproof website check out the Podcasts and articles about everything from upgrading your IQ, losing weight and sleeping less.
2. Slim down.
Do T-Tapp and Lose 2 Dress or Pant Sizes in 30 Days.
You’re a month away from a smaller, more toned you. I went from a size 8 to a size 6 in a month (I’m now a size 4), Lisa Earle McLeod lost 2 dress sizes and got back the flat tummy she hasn’t had for 10 years. Teresa Tapp first created this program for models to get back into shape after pregnancy. No one cared about their weight. What mattered was size – so they could fit into the proper clothes that they were modeling. Tapp says it’s all about the inches and loving what you see in the mirror —not what the scale says.
If you’ve got a media appearance coming up and you want to get in tip top (T-Tapp) shape ASAP. Order either Total Workout, Basic Plus, T-Tapp MORE or Total System. (Read the descriptions to find the right program for you.) My sweetie is doing it in the living room right now. Yes, it works for men too. Also check out WhiteBrite, a teeth whitening spray that doesn’t make your teeth sensitive and hurt (like all those other whitening kits), so as a TV guest your smile can be as bright as your information.
3. Tone up.
Want to know the Hollywood stars secret to looking great, staying fit and getting a flat stomach fast without exercise? The Flexbelt. Essentially you strap the Flexbelt around you waist and it contracts your muscles like you’re doing sit-ups — while you’re walking around getting stuff done.
I put it on first thing in the morning before I brush my teeth, feed the cats, start my day. I use the butt and thigh belt too and also the flexbelt for the arms. The great thing about the Flexbelt is once it’s on you can just go about your business so you’re getting a workout while you’re answering your email, talking to clients, working in the yard. Do it daily for a few weeks and then 2-3 times per week or as needed. Once you get in the habit it’s simple to stay in shape.
4. Release your fears.
The Sedona Method is one of the fastest, simplest and most effective methods to instantly release uncomfortable or unwanted feelings on the spot. It’s also a tool to let go of current or long-standing pain. Whether it’s fear of speaking, becoming a more public person, losing weight, or letting go of stress, or past issues or trauma, this will help you achieve your goals effortlessly and with great joy. It also works to get to the root of physical and emotional pain.
I learned these techniques long ago and still use them when a client confronts me, or when the media springs a surprise question. I particularly like the technique of going back and forth between opposite extremes to neutralize forceful feelings – just one of the things you’ll learn and keep using as long as it serves you. This course is essential if you’re getting ready to go on a media tour!
Whip up a green smoothie.
This is my own special green drink smoothie recipe that helps make your skin gloriously golden and nourishes you at a cellular level. You’ll see a noticeable difference in your skin, vibrancy, and energy almost immediately.
I use all organic ingredients and buy from the local farmer’s market when I can and mix this up in the Vitamix that chops every part of the fruits and vegetables so you get the most nutrition. We grow chard, cilantro and parsley so I dash out into the garden to snip a few leaves before the birds and other animals get them (which is often).
I pick dandelions from the neighbor’s lawns and look for the tender, young ones without a stiff stem. You can buy dandelions at Whole Foods if you don’t want to ferret. As a child when we’d visit my nana and grampa they’d send us kids out into the yard to pick dandelions to put in the salad to give it some bite. According to the USDA Bulletin #8, “Composition of Foods” (Haytowitz and Matthews 1984), dandelions rank in the top 4 green vegetables in overall nutritional value. Who knew a weed could be so nutritious?
Ingredients for green smoothie
½ cup water (or more as needed depending on how thick you like it)
½ cup virgin olive oil (I do 15 glugs vs. measuring).
1 frozen banana
1 large sweet apple (I like Pink Ladies, Yellow Golden Delicious or Fuji)
1 large carrot
1 large avocado
Tamp down these ingredients into the above mixture before you restart the Vitamix.
1 generous handful of spinach
2-3 large leaves of chard with the stalks (to taste as this can make it bitter)
2 sprigs of parsley
2 sprigs of cilantro
5 leaves of dandelion
1 stalk celery
Optional: Add frozen blueberries for added anti-aging benefits. Adjust the sweetness to taste by adding more fruit. You can add grapes, which are nutritious, but high in sugar, for additional sweetness if you like.
We’ve concentrated on honing and toning your face and body in order to move you to a place where you’re not worrying about how you look so you can focus on what matters most – your message. Victor Hugo said, “Concision in style, precision in thought, decision in life.”
Audiences look for consistency in your message and in your life. One of my clients is a well-known motivational speaker who naturally also talked about health and wellness as well as the process of transforming the mind. But one thing was out of synch. He was fat. In a kind and considerate way his wife pointed out the discrepancy. So he created an exercise and diet regime for himself. It wasn’t easy as he loved apple pie and ice cream and didn’t care much for lifting weights. But he did it. So now the overall message he’s conveying is consistent with his teaching.
Take what works for you from these strategies so you can feel good inside and out. The French have an expression, “Bien dans sa peau,” to feel good in your own skin or to be at ease. When you’re relaxed and calm we’re right there with you.
LinkedIn Engagement – 10 Tactics that Take Less than 10 Minutes
(Rule #36 From 42 Rules for 24-hour Success on linked In)
By Chris Muccio
The goal is to help you create a sustainable participation on LinkedIn.
There are numerous ways to create engagement on LinkedIn by using your time efficiently. If you are building out a 15-minute-per-day participation plan, these tactics should fit perfectly. In this rule, we are going to discuss 10 tactics that can each be performed in well under 10 minutes. (Note: these are all online techniques. You could always integrate offline techniques like writing a note and mailing it and sending a card.)
Quickest Tactics: Each Takes Less than a Couple of Minutes
1. Start your day with a quick glance at your notifications tab
(located, as of this writing, at the top right of your page). In a couple of seconds, you can see who has most recently interacted with you. Based on that, you can respond accordingly.
2. Check your morning e-mails with group activity.
Scan to see which posts you are interested in and can comment effectively toward.
3. Open up your Google Alerts, and scan for interesting information to share with your connections.
(Note: if you haven’t already, set up Google Alerts to monitor keyword phrases that are important to you, your industry, or your target audience. Each day, Google sends you an e-mail with a list of articles related to your search. It takes less than a minute to initially set up.) Always add a sentence or two to the link you post. Just posting links without comments does not create the engagement you want people to make with you. One note of caution: be cognizant of articles that you come across that may be sitting behind a site’s paid side (i.e., paywall). Some recipients won’t be able to read these links.
- Click for a larger image
4. Scan your activity stream.
Depending on how you have your filter set, this can show all the activity occurring within your network. Find items to comment on in a value-added way. Making relevant comments keeps you and your company name in people’s thoughts and reinforces the connections between you. If you can’t find something to comment on, then find something to “like.” As we discussed in Rule #24, it can still be a powerful tactic.
5. Endorse someone in your network.
Consider the points we shared in Rule #32.
Quick Tactics: Each Takes Less than Five Minutes
6. When people endorse you, thank them.
If they commented on your update, respond. If they viewed your profile, send them a message.
7. Skip the e-mail in item #2, and go directly into your key groups.
Open each one and post a comment, comment on a post, or add a “like.” Always add value to the discussion. Just do this in your main groups. Spreading yourself too thin will dilute your effectiveness.
8. Post an update on your company page.
It is a great way to engage with a highly targeted demographic.
9. Focus on one-to-one communication.
Check out specific profiles in your network. You can see the last time you’ve communicated with them via LinkedIn’s little CRM function. Take a quick second to send a short message.
10. Invite people.
Take a few minutes to find new people to add to your network. They may be people in your target industry, region, or company. Make a connection request with a personal message. Perform this wisely. Remember to connect with care and with those you have something in common with. Don’t spam invites; LinkedIn is watching
Take a look at these tactics. Try them. Refine them and figure out what works best for you. The goal is to help you create a sustainable participation on LinkedIn. These are quick and can be very effective tools to engage with your target audiences. Take a peek at the video Chris created from our interview on how to use sound bites on LinkedIn.
Chris is a seasoned executive who started his career with PriceWaterhouseCooper . He holds an MBA from the University of Florida, where he was named a Matherly Scholar, the highest honor awarded by the program. Throughout his corporate career, Chris has functioned as a global executive leading multiple highly successful projects, teams and multi-million dollar business functions across 28 countries on five continents. Currently he’s a sought after Chief Digital Strategist. You can get his Amazon Bestselling book and attend CR3 Digital Marketing Telesummit here: www.42for24.com
By Steve Harrison
When you respond to a media request, how will the journalist or producer decide whether to interview you or some other expert? It often depends on who provides the best sound bite.
I’ve been amazed at how many people take ten sentences to say what could be said in one or two. Developing the ability to speak in sound bites is easy if you know a few key techniques.
Steve’s commandments on speaking in sound bites:
1. Keep it short. Say what you have to say in one to two sentences, no more.
2. Be specific and vivid. In an interview with Business Week, Donald Broughton, an analyst for Avondale Partners, LLC, was talking about the stocks of two railroad companies: Union Pacific and Burlington Northern. Notice the language he used to make what would otherwise be a boring statistical trend truly memorable for the journalist interviewing him:
“It’s one thing if you steal dirt from my front yard, and it’s another if you break into my house and take my sterling silver,” Broughton said in an interview. “For six quarters, Union Pacific’s been walking around Burlington Northern’s house and taking as much silver, jewels and flat-screen TVs they can get their hands on.”
That’s speaking very specifically, and (this is another hint) vividly. It’s no surprise that of all the different analysts that journalists could quote, they quoted Broughton. He knows how to speak in sound bites.
3. Express a solid opinion. Many people are afraid to voice their opinions because they fear that others will disagree with them. But people who are good at giving sound bites know that the media are looking for clearly expressed opinions. If some people don’t disagree with what you’re saying, you’re probably not saying much.
When Warren Buffett was interviewed about the tax that President Obama wants to levy on financial companies, he said, “Look at the damage Fannie (Mae) and Freddie (Mac) caused, and they were run by the Congress. Should they have a special tax on Congressmen because they let this thing happen to Freddie and Fannie? I don’t think so.”
His willingness to express a solid opinion got him quoted. But did you also notice how he made a comparison? We’ll talk more about that in a minute.
Now I want to share with you some secrets I’ve learned by studying two sound bite masters. One is Warren Buffett, as I’ve already mentioned. The other is Robert Thompson, arguably the most quoted university professor in the world.
Thompson is a professor of television and pop culture at the S. I. Newhouse School of Public Communications at Syracuse University and the author of six books, including Television in the Antenna Age: A Concise History.
I discovered him by reading an article in the Associated Press by Jocelyn Noveck (dated May 14, 2007) which referred to him as “the most quoted man in America,” next to the president.
He is so good at giving sound bites that he’ll sometimes get 60, 70 or even 80 media calls in one day. If you just Google his name, you will see that he has been quoted virtually everywhere. He has been quoted in the New York Times more than 40 times in the last four years. In fact, he’s been quoted so much that some newspapers even have a moratorium on quoting him.
“Unlike many people in his position, he almost always finds an angle or perspective that I haven’t thought about,” says AP television writer David Bauder.
Here are some more principles on speaking in sound bites that you can learn from Buffett and Thompson:
4. Repeat the same word. In describing Paris Hilton, Thompson said, “She’s the non-story that keeps on being a non-story.”
When giving advice about investing, Warren Buffett said, “Be fearful when others are greedy and greedy when others are fearful.”
You can see how in both examples repeating one or two words gives the statement a memorable sound and makes the point succinctly.
5. Compare something to something else that everyone knows about. In describing Katie Couric’s debut on CBS Evening News, Robert Thompson said that her first broadcast would be “some of the most scrutinized frame-by-frame video images since the Zapruder film” (of John F. Kennedy’s assassination).
By using a comparison to an example that nearly everyone is familiar with, he was able to make his point in a memorable way.
Thompson uses this technique often. When speaking about the Grammy Awards, he commented, “With the extreme fragmentation of music, the fact that you can still put on a mainstream award show, like the Grammys, as opposed to a funky, niche show like the VMAs (the Video Music Awards), is really kind of amazing.”
6. Speak in metaphors. When talking about Fox News, Robert Thompson says, “They want to be the David of David and Goliath, but they are the Goliath.”
When speaking in this type of short metaphor, Thompson makes his point in a way that gets the media to pay attention and quote him, rather than another communications expert.
It’s critically important to use sound bites when you’re being interviewed by the media, when you’re responding to media and whenever you’re writing a press release.
I learned this firsthand as a painful lesson. I once sent out a press release that got picked up by a newspaper, but they didn’t quote me in the story. They quoted somebody else. Why? Because I forgot to include a really good sound bite.
Don’t make the same mistake. Make sure that every press release or pitch letter you send out includes at least one memorable sound bite that is so good, so pithy and so memorable that they feel their story won’t be nearly as good without it. They’ll be grateful. And you’ll be thrilled with all the media coverage you receive.
Want to meet over 100 top media face to face? You’ll get some media training there to help get your sound bites down. Apply now to reserve your spot.
Attend the National Publicity Summit in New York. Previous attendees have been featured on Today Show, Good Morning America, The View, Fox News, O the Oprah magazine, Entrepreneur, Time and many others.
To apply, go here now.
When I was preparing for my media tour for my book, Sell Yourself Without Selling Your Soul, I thought that I’d love being on radio and despise being on TV. I’m kinda shy and don’t really relish being in the spotlight. Radio, you can be in your fuzzies, sip your tea, and snuggle in with a cat on your lap.
But it turned out I loved TV. The fast pace, the thinking on your feet, the excitement of the cameras, suited my style and temperament. What I didn’t love was sitting back stage in the make-up chair for an hour while a stranger fussed with my face and hair slathering on grody make-up and misting me with hairspray. I don’t even like to put mascara on myself let alone have someone else that close to my eyes. It’s pretty darn personal.
So when Matthew Kimberley asked me to do a masterclass for his website,daily success deals via Skype split screen video, my first thought was…oh no there goes an hour out of my already hectic morning doing make-up.
But, then I remembered how much I loved doing TV. And since I would be talking all about getting on TV I just decided that I’d reward myself with delicious smoked salmon and cream cheese on a toasted gluten free bagel to start the morning right. Our cat Lucky is always at the ready as soon as I take the cream cheese out of the fridge so he can get his dab.
There’s no opt-in you can just see it as soon as you get to the website. But it only stays up until Monday April 29 so mosey on by.
Confession. It took me longer to do my make-up than it did to make this video. And no, that’s not a bullet hole in the art piece you see behind me in my office. It’s a vintage Purina Dog Chow Tin. I think the holes add to its charm.
- The biggest mistake you can make when it comes to getting on TV that can ruin everything.
- How to get chosen over your competitors-and still play nice.
- How to make yourself irresistible to TV producers.
- What you need to think about BEFORE you get booked on TV. (This can make the difference between making a fortune and not making a dime.)
- What to wear on TV. (Hint: we talk about socks).
- How a flash-drive can be save your skin and your show.
Plus, you’ll get to see something in Matthew’s hotel room that will surprise – and we hope – delight you.
To seeing your name in lights,