I haven’t seen much to applaud in the current administration or the recent presidential debates. So I thought I’d harken back to the Obama White House PR campaign strategy for some ideas you can apply to your own publicity campaign.
1. Define your image as a thought leader.
While I don’t particularly like the word “image” what I mean by it here is that in creating a consistent character that embodies your deepest principles, people perceive you as “whole” and trustworthy. We align with leaders who are aligned with themselves.
We know instinctively if thought leaders are who they appear to be and if their facial, body and verbal language match.
According to Joel Benenson, the primary pollster for the Obama campaign, Obama’s image was more clearly defined than McCain’s. Benenson said that Obama had an anti-Washington reputation that was characterized by his insistence that he was “going to tell you what you need to hear not what you want to hear.”
Barack Obama’s publicity strategy
People perceived Obama as a truth teller, which is something we hunger for. To solidify trust as a thought leader, authority, expert, influencer, or burgeoning personality, define yourself clearly, tell the truth, then follow that up with actions that demonstrate you’re committed to those truths at any cost.
2. Create a strong, positive and consistent message.
Barack Obama had one simple, elegant philosophical approach that was easy to understand and to assimilate. “Voters are looking for the remedy not the replica”.
His strategy was to position his opponent, John McCain, as the replica and himself the remedy. This became the core of his campaign.
Distill your message into one clear sentence that has deep resonance. Then build the rest of your your publicity campaign on that core message.
3. Communicate casually via video. David Plouffe, a campaign manager for Barack Obama’s 2008 presidential campaign, did amateurish-looking videos discussing strategies to keep supporters and organizers excited, engaged and involved. These were not slick productions but were kept consciously rough-hewn to connect casually.
These videos are similar to the ones friends might send to each other to keep in touch on Facebook, Youtube or Instagram.
By keeping it casual they became more like chat sessions than formal lectures. Plouffe speaks directly to the camera with maps pinned to the wall and amidst piles of papers.
Barack Obama publicity campaign secrets you can use
Casual videos on your website where you face the camera and look directly into the eyes of viewers, make you approachable and human and add that “I feel like I already know you” sensibility.
Seeing someone in their personal environment also creates an atmosphere of trust and a sense of intimacy. Over time, this proper intimacy encourages loyalty and builds trust so your supporters come to believe in you in a profound way.
I was talking to my neighbor next door who works for a famous matchmaking firm. She’s a warm and cozy person who people feel comfortable with right away. She has a knack for putting people at ease — including celebrities, princesses and the rich beyond imagination, who are her clients.
Want to listen to this as an audio with lots of extra juicy details? Here you go.
But they all have the same problem we all have. They are looking for love. Yes, sometimes in the wrong places — or with the wrong people or they are focused on the wrong things – like stating that his dates couldn’t have wrinkly, flabby arms – which was a deal breaker for one wealthy patron who was not having any luck with the ladies.
But what my neighbor noticed was that many of her clients didn’t have some skills necessary to connect with potential mates. How to make significant small talk, when to hold eye contact, what constituted appropriate touch, ways to keep a conversation going to find common interests, how to get to that “click.”
Furthermore they missed social cues, and were woefully unaware how they were perceived. (Like one man, a real snoozer, who kept saying how dynamic and engaging he was who put everyone in the office to sleep!)
Perception is reality in both media appearances and in personal relationships.
Which got me thinking about how much fun it would be to coach people who are looking for love but not having any luck — meaning that “the one” or even “the fun one of the moment” was eluding them. Which is essentially what I do everyday with people (clients and course participants) during media coaching or video training, so their audiences (hundreds, thousands, millions of people) and the media (reporters and producers) love them.
So why not extend this training the land of love?
What prompted me to share this with you?
While talking to my neighbor I got a little spark. I thought, gee, would be so delighted to coach her clients on their facial, body, verbal language (+ tone – so important!) so could let their true selves shine through the nervousness and anxiety, the sweaty palms, the fidgeting, the mean voices in their heads, so they could relax and just be themselves — while being an excellent listener who can “read” the situation and respond, creating a deep connection instantly.
In some ways it’s a thought experiment that’s not unique, but the author, Pam Grout, makes a compelling case backed by science, about how to do it. (And in a very conversational and quick read way).
So, I’m giving it a try. (Although I do this all the time in various forms this was a bit of a new challenge).
If any of you would like an hour or two of coaching on camera (via Skype) to role-play potential dating – or domestic scenarios (you’re in a relationship that you’d like to grow the love, kindness, fun, sexiness). I’m offering a limited amount of sessions – 5 max.
Because the usual minimum fee to hire me for $2000 for 4 hours there is no initial consult as these sessions are 1-2 hours only.
So you decide whether this is something you feel is right for you. (Did you get a zing? A full-body yes? Watch for it. Feel for it. Because we often ignore these inklings that guide us toward the right next step.)
You can hop on over here to purchase 1-2 hours (enter either $500 or $1000 in the appropriate field) and one of my team will get back to you ASAP to schedule a time for us to talk on camera from your home or office (via Skype).
Be sure to put “LOVE” in the comments box so I know what kind of consult you want.
Prefer to listen to the rest this as an audio with lots of extra juicy details? Here you go.
One more thing…. If you’ve been thinking that you want to be more comfortable on video – for your website, tutorials, YouTube, Instagram etc. then let’s chat about how to use your personality and the camera to your advantage, connect to your audience, and of course how to Sell Yourself Without Selling Your Soul™.
Videos not only engage your audience but can be the deal maker or breaker for inviting in clients, customers and sales (and love, right?).
Some things we’ll do together:
3 secrets the top TED talk speakers use to get millions of views – that you can use in all your videos.
How to use your eyes to draw in the right audience (clients, customers, sales, opportunities) for you — and discourage time-wasters.
Methods to apply incantation and intention to tap deeply into who you are to show your true essence so you and your videos stand out—even if you’re in a highly competitive field.
The right way to use your own natural gestures that inspire audiences to like and trust you (no steeples or pyramids or fake, canned movements).
Why you absolutely shouldn’t read a script (and how to get your point across gracefully and effectively).
In the near future I’ll be featuring client, course participant and Ezine subscriber’s success stories on the blog, Instagram + Facebook.
So if anything you’ve read in the Ezine or on the blog or that we did together one-on-one or in a course, that helped you directly and you would like to do a quick video about it, or send in a pic with a description — I’d be delighted to feature you — and of course link back to your website and social media channels. (Instant publicity!). Make sure to include your website URL all your social handles.
Just send me an email with a link to your video, written testimonial and attach your pic. Thank you!!
By Guest Blogger Alison Luterman (Plus a poem!) – with my video commentary on how to make a movement go viral — from Erica Mandy’s Show, The News Worthy
I was walking up the street minding my own business when a superhero jumped out in front of me. He landed in a wide-legged stance, arms outstretched, head thrown back in true Olympic superhero style. He was about three feet high and was wearing sneakers that lit up with flashing lights when he moved.
“I’m magic!” he announced.
“You are magic–I can see that!” I said.
It had been two weeks since the mass shooting at Marjory Stoneman Douglas High School, and I was still in a funky mood. Events, both national and personal, had been clouding my ability to see the magic in life. But here it was, on a bright Tuesday afternoon when the dogwood was blooming.
“I’m also the fastest runner,” the super-hero went on. “Wanna see?”
He tore up the sidewalk, his sneakers flashing.
“Wow, you are super fast!!” His Dad was leaning up against the family SUV, chuckling.
“He’s actually the fastest runner in the world,” he clarified. “It’s not everyday you get to see something like that. I can understand if you’re overwhelmed.”
I put my hand on my heart and staggered back. “It’s going to take me awhile to recover.”
In truth I hope never to recover from the magic of children. It may be our only hope as a species.
Like so many other people, I’m still blown away by the power of the young students speaking up now for gun control, especially Emma Gonzalez, the shaven-headed, bisexual, Latinx student (president of her school’s Gay-Straight Student Alliance), who rose up out of the smoke and spilled blood of the Parkland massacre, and has been speaking truth to power like a lioness.
If you haven’t seen the video of her making an impassioned plea for gun control while wiping away tears–weeping freely, but making her points with fierce accuracy, including the amount of money the Great Pretender accepted from the NRA for his campaign–go watch it. (Spoiler alert: 30 million dollars.)
Watch the way she feels deeply, but also has facts and figures at her command, and uses them. That’s not easy. When I’m crying my voice shakes, or it knots up in my throat, my chin quivers uncontrollably, and I feel foolish and naked. I’d prefer to hide under the bed than let people see me like that.
But it’s the job in front of us right now–all of us. Find our deepest feelings and speak from that vulnerable, exposed place.
It turns out many of the young activists effectively challenging Senators and Congress are drama club kids. I was a drama club kid. It was the ultimate safe space for queer kids, outcasts, weirdos. The energy and passion, the intense bonding love that gets generated backstage can be used for so many good things. You can put on a play, you can read your poetry at an open mic, you can start a movement and take your message to Congress.
Art teaches us to be brave. And we need a lot of courage these days. And a lot of love. Hold your friends and companions, fellow-artists, fellow-activists, children and the young at heart extra tightly. And don’t stop speaking truth to power even if it makes you cry.
Watching the Giraffes
The baby giraffe stands
in the shadow of the tall
both of their astonishing
with a perfect mosaic pattern
like kitchen linoleum.
How close the gods come to
Then the tallest one
who has been gazing off into
his small head atop that
like a long lonesome train
high above everything,
lets loose a Niagara of
and another giraffe ducks
a swanlike neck down,
to catch a deep, hot
mouthful of urine,then undulates back up,
gulping and swallowing.So that too is part of it.
How they take
what they are thirsty for
as I am drinking in the gentle
of the child’s small trusting
leaning against my arm
on the bench at the zoo,
both of us watching the
without saying anything.
Alison Luterman’s three books of poetry are The Largest Possible Life; See How We Almost Fly; and Desire Zoo. Her poems and stories have appeared in The Sun, Rattle, Prairie Schooner, Nimrod, The Atlanta Review, Tattoo Highway, and elsewhere.. She has also written an e-book of personal essays, Feral City, and more than half a dozen plays, including Oasis, Saying Kaddish With My Sister, Glitter and Spew, Touched, and two musicals, The Chain and Nasty Women. She performs with the Oakland-based improvisation troupe Wing It! and has given writing workshops all over the country, including at Omega and Esalen Institutes.
She teaches memoir at The Writing Salon in Berkeley, and is available for private coaching in writing or creativity, both in-person or on-line. She also loves to teach easy accessible theater games and writing prompts to groups. For more information, please visit her website at www.alisonluterman.net.
Hi, I’m Danny from Firepole Marketing, and in the next few minutes, in this video I’m going to show you why a lot of the so-called good advice you’ve been following to build your business could actually be crippling your growth – and what to do about it.
Let’s start by stating the obvious: Starting a business online is a gargantuan challenge – especially in the beginning.
You work hard to create excellent content, gather strangers from all over the internet, and somehow get them onto your list. It’s slow going – but you try to trust that if you just keep at it – success will follow. Someday.
But you have a nagging sense that you’re missing something important – like there’s one key piece of information that keeps slipping through your fingers – and if you only had it, you’d see a lot more success, a whole lot faster!
And faster would be nice, because it’s been really slow going – sometimes so slow that you wonder if you’re making any progress at all.
Well I want to tell you something. There IS a key piece of information you’re missing….
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.
When Downton Abbey first aired on PBS I wrote: I’m losing sleep. My sweetie and I curl up on the couch to watch hour after hour of Downton Abbey. We just started season two and already my mind is buzzing about all the ways the content in each episode has great examples that apply to publicity.
The award-winning British drama created by Julian Fellowes has America hooked. Me included. Watching Downton Abbey is like watching a Shakespearean play, a soap opera and a political thriller all in one. It’s got it all – romance, rivalry, deception, and intrigue. The same elements you can use to promote your business, book, product, service or cause.
Now the series has been turned into a movie.
Let’s take a look at how the masterminds behind the publicity campaign for Downton Abbey and Masterpiece are using social media and how you can use those same strategies when you take center stage. Olivia Wong, Senior Account Executive, National Marketing at WGBH Educational Foundation, the station behind Masterpiece and Kevin Dando, Director of Digital Marketing and Communications at PBS discussed how she used social media to get audiences engaged in Downton Abbey and keep them involved in the drama.
1. Peek Behind The Curtain.
To launch the show Olivia Wong approached Downton Abbey from the viewpoint of the fans. She gave them a behind-the-scenes looks at the filming of Season 2, and let them in on cast/crew video Q&A’s.
Likewise your audience wants to know private, juicy, behind-the-scenes tidbits of whatever you’re promoting as well. They particularly want a peek into your private life. Notice I said peek. This means that you reveal select tidbits chosen in advance that will give your fans a look at your skirt – not under it.
I advised a New York Times best-selling author I just media coached for his current book tour, to share experiences not covered in his book. Instead of reading a chapter out of his book at book signings – that brings on the snooze patrol especially for people who have already read it- he’s going to bring personal letters he received in response to his last best-selling book that would break your heart if you heard them. By sharing part of his private life – and the private lives of others – with his audience he will create an intimate bond with them.
2. Hold Live chats.
At the time the original Downton Abbey series aired the live chat with Hugh Bonneville (Lord Grantham) on January 30 had 4900 live readers and 2100 comments during the 1-hour chat (wowza!). The Laura Carmichael (Lady Edith) chat on February 6 had 4200 live readers and 1700 comments during the 1-hour chat.
To celebrate the opening of the new movie there will be a broadcast from New York City in front of a live studio audience with Lady Edith, Mrs. Hughes and more.
There was even a live Twitter Q&A with writer/producer Julian Fellowes on September 20 at 10:15am PDT where an excited person asked “When is Downton Abbey Movie 2 coming out?”
You audience wants to know you. What you think, what you eat, what your life is like, what your house looks like. Even if it’s not as royal or regal as Downton Abbey.
They are also keen to see how the cogs turn – the process for developing your business, book, product, service or cause. They want to know the some high points of your experiences. They want to be privy to your highs and lows, your ups and downs, the near disasters that almost took you down. In a word, they want drama.
Internet marketers often use webcasts to feature their “fans,” the clients, customers and course participants who have had great success with their programs or services. And they aren’t necessarily who you think. It might surprise you to know that they aren’t the most well-groomed, slick, sound bite prepped guests.
In our Jack Canfield mastermind day at Canfield’s house in Santa Barbara, Internet marketer Mike Koenigs mentioned that the testimonial that played best for one of his products was a slow talking southern man in everyday clothes who rambled along telling a less than succinct story.
Your audience relates to people who they believe are “normal,” likable and sincere. Not the smooth talking fancied up types in designer togs sporting Rolex watches who never utter an “um” or make a gaffe. Those types often inspire jealousy and make people feel less than.
3. Make Memories on Facebook. Downton Abbey’s Facebook page features clips and quotes of memorable moments – with a special focus on the Maggie Smith character Dowager Countess of Grantham who is known for her sharp tongue and quick wit. We love sound bites in the form of quotes and witticisms. Here is a one in a collection of zingers:
Lady Grantham: “You are quite wonderful the way you see room for improvement wherever you look. I never knew such reforming zeal.”
Mrs Crawley: “I take that as a compliment.”
Lady Grantham: “I must have said it wrong.”
Images with quotes embedded in them are super popular and create instant engagement and Downton Abbey’s facebook page makes liberal use of them.
With the intense popularity of all the different types of cooking shows recipes are unfailingly viral. Even if you don’t have a food recipe you can create a recipe for something that relates to your field.
And don’t forget to cross reference your other social media. Like this post which encourage Facebook Fans to hop over to Downton Abbey’s Pinterest pages: Easter, a time for family and of course, a big feast. What will you be cooking up? Have a look at our Eat, Drink & Be Merry Pinterest board where there are brand new Downton Abbey inspired Easter dishes. (PR for these Pinterest and Facebook pages is run by UK counterparts vs. PBS or Masterpiece.).
4. Create a Top 10 Video. Who couldn’t love: Downton Abbey: Top 10 Maggie Moments. You could do a top 10 anything. Top 10 funniest features of your product. Top 10 best scenes in your book. Top 10 worst things that happened inventing your new recipe. You get the idea.
5. Expand the brand.
By live tweeting during the Emmys Olivia Wong let people know that Masterpiece is the home of Downton Abbey in the US. She used the show, which is a runaway favorite, to expand the Masterpiece brand – with shows not yet as in-demand.
You can position your most popular product or service as a way to invite people to try your other, less well known offerings. Using all the different avenues of social media developed excitement and kept audience’s interest high. Think photos, quotes, videos, recipes, and private moments that you feel comfortable making public and your audience will revel in getting to know you and your offerings. And if you can include a bit of intrigue and drama I’ll be tuning in.
By Susan Harrow, Media Coach & Author of Sell Yourself Without Selling Your Soul
There’s a new study that a cat videos make you more productive. “Japanese scientists found that workers who watched kittens and other cute baby animals on the Internet are more focused and productive the rest of the day,” noted host Peter Sagal on Wait, Wait, Don’t Tell me, the crazy funny NPR show. Cat videos cheer you up and energize you.
So the next time you’re doing a video think kittens and cute. What can you interject to give people that boost that they need in the middle of the day? Can you incorporate a real or stuffed animal into some quirky point you want to make? We’re all looking for a lift – even while we’re being taught something useful. Think about how you can animate your information so people will want to pass it around.
Here’s the crazy thing about video. It’s often the video that’s NOT directly about your business that brings you in clients, customers and sales. It’s this back door approach that makes people feel good, then curious about you and your offerings. So give up a little bit of your serious, gotta sell, gotta enroll, gotta get ’em in your sales funnel mentality and look to connect on the cozy. A little cute never hurt anyone.
Here’s my contribution for my favorite cat videos:
By Susan Harrow, Media Coach & Author of Sell Yourself Without Selling Your Soul
What do a French woman, LA hipster and prissy librarian have in common?
You can tell who they are as much by their tone as by the way they dress, talk and act.
Remember that we judge you in the first three seconds – three seconds – so tone is as important as your visual appearance, body and facial language. Take care that you are the message you want to give.
A colleague said that he wasn’t sure that all three women were really me. Yup, that’s me.
Please weigh in. Which babe is your fav?
For more media coaching and publicity tips, and some outrageous, shocking and provocative stuff that may tick you off or tickle you I invite you to subscribe to my new YouTube Channel here: https://www.youtube.com/SusanHarrow
By Susan Harrow, Media Coach & Author of Sell Yourself Without Selling Your Soul
Did I Just See You on Video?
If not, I should have.
Video this, video that. Video, video everywhere. Do you really need to have videos?
The answer may dismay you….
I’ve kind of avoided it as I thought it was just too much work. But you’ll see more from me on my new YouTube channel (more about another time).
After I talked to Steve Washer I got my rear in gear. Here’s why:
Video will more than double your conversion rates.
Video need not be expensive or terribly time-consuming.
Video works equally well for the tech savvy and technophobe.
Video can make you irresistible, as long as you know the ropes.
Video is the least expensive way to transform your message into a full-fledged brand.
I have to tell you, I’m jazzed. I know I can do this now, and so can you. And to get us started I’m inviting you to a wonderful new webinar by a video expert who makes it simple and doable: http://bit.ly/PBxAJF
In this dynamic 75 minutes you’re going to learn:
The 10 step never-lose formula for marketing videos that will bring hundreds of excited clients to your door.
Two subtle techniques that make you irresistible on camera…or off!
The 6 factors that bring any marketing video to life.
How to be your best self on camera without learning lines or reading from a script.
How to easily create your videos by yourself – even if you’re a technophobe.
When you should be the face of your business and when you should not.