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4 Secrets To Becoming A Guest On Top TV Talk Shows


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4 Secrets to Becoming a Guest on Top TV Talk Shows

I'm constantly amazed at the number of people who want to get on the top TV talk shows — but have never even been a guest on a local TV show or had a single TV appearance. This is like trying to run a marathon without walking a mile. I still get calls everyday from people who want to be a guest on Oprah’s Super Soul Sunday, others who are launching a book, or have a product or cause they want to sell, who have no idea what it takes to get on a national TV show.

I can tell in the first 10 seconds of the phone message — and in an email — if I want to work with the person calling. About 90% fail the test.

Talk show producers assess you as brutally and honestly as I do. More so. Their job depends on it. Even after you've managed past those first 10 seconds you must maintain their interest with sharply focused sound bites or you won't make the cut.

So those first moments when you speak are critical. It's important to craft your words carefully, making sure the content pertains to what a producer wants. They want guests who are knowledgeable, thoughtful, witty and wise--and who are comfortable in their own skin.

A while back, I taught an all-day class to a division of the International Coach Federation. They were keenly interested in creating sound bites to get on TV shows, and we worked on that for hours. It was then I realized how difficult it is for people to be succinct, clear and to the point. While this podcast won't focus on developing sound bites (look for that in the future), it will be about how you can get a coveted spot on a top TV talk show.

Here’s how it typically goes…

The phone rings. You hear an authoritative voice say, “Hello, I'm the producer of...Good Morning America or the Today Show, or Fox News or any other top talk show, you name it.

This is your big moment, the break you've been waiting for. After you catch your breath what do you do?

Producers make an instant assessment of you in thirty seconds—or less. When you get that coveted call from a producer, you aren't just “talking” to him: you're auditioning.

How can I get on TV

Get booked as a guest on national TV

You are being screened to be accepted or eliminated as a guest on their show. How can you pass the audition?

Secret #1: Ask Before You Speak

Before you even open your mouth to start pitching yourself and your story to the producer, ask them a simple question: “Can you tell me a little bit about the kind of show you envision?” In other words, ask the producer the angle he is planning to take.

Doing so has two advantages. First, it gives you a moment to overcome the shock and to collect your thoughts.

Second, once you hear the producer's reply, you can gear your pitch to the type of information he's seeking. Listen closely to the angle that he's interested in and tailor your points to it.

Publicists often use this technique to get their clients booked on shows. They “get” before they “give” so they are in a good position to tell only the most pertinent information about their client.

Secret #2: Wow the Producers With Brevity 

Follow the advice of jazz musician Dizzy Gillespie: “It's not how much you play. It's how much you leave out.” Keep your list of talking points by the phone when you call a producer (or a producer calls you), so you'll be succinct. You will already have rehearsed your points so that they'll sound natural and inviting.

Be prepared with several different angles or pitches, different ways to slant your information. “Nobody gets on these shows without a pre-interview,” says publicist Leslie Rossman.

“Be a great interview but don't worry about the product you want to sell them because if you're a great guest and you make great TV, they'll want you.”

And keep in mind the words of Robert Frost: “Half the world is composed of people who have something to say and can't, and the other half who have nothing to say and keep on saying it.”

Secret #3: Prove You’re Not a Nutcase

If you are a nutcase on the air, the producer will lose their job. What constitutes a nutcase? You may think it's a positive trait to be enthusiastic (and it is), but anyone who is overly zealous about his passion is considered a nut.

Best-selling author and screenwriter Richard Price talks about this phenomenon as “The dangerous thrill of goodness.” He says, “What happens is you can get very excited by your own power to do good.” Don't get carried away by this thrill.

One way to tell if you're being too zealous is that you're hammering your point at top speed with the energy of a locomotive pulling that toot lever non-stop. I remember a man calling me up about how he was single-handedly taking on Starbucks — who, he felt, had done him wrong. He wanted me to promote his cause. While this could have been a great David versus Goliath type story, he was long on emotion and short on facts. Some statistics or figures would have tempered his mania.

Get major media

Get national media attention

But he also never checked in with me to see if he had my interest. By talking loudly and barely pausing for a breath, he appeared to be a man who wouldn't take direction well. His single-mindedness was off-putting, not engaging.

When you're talking to a producer speak for 30 seconds or so and then check in by asking, “Is this the kind of information you're looking for?” Listen for other verbal cues, such as encouraging grunts, or “uh huhs.”

Secret #4: Can You Make “The Big Point?” 

Contributors to the popular radio show, This American Life, hosted by Ira Glass, have taken to calling the wrap-up epiphany at the end of a story, “The Big Point.” This is the moment that the narrator gives his perspective on the story in an attempt to elevate it from the mundane to the universal.

Another radio personality, Garrison Keillor, former host of A Prairie Home companion, is a master at it. He tells long, rambling stories (not good advice for you), then ties up all the story strands in a coherent and satisfying way.

As a great guest, you want to illuminate your story with a big standout point that helps the audience see the significance of your story in their world and the world at large. Rather than hitting them over the head with a two-by-four, you want to share your insights with a feather-like touch. By framing your story you alert the producer to the fact that you're a thinker and can contribute great insights and clarity to a story thus increasing its appeal.

I'd love to hear from anyone who has had success in getting themselves booked on a top TV talk show. Or who has been on a talk show and is willing to share some insider secrets to what went on from the initial call to their appearance. I may feature you in an upcoming podcast.

Adapted from "Secrets To Get Top TV Talk Show Producers To Book You As Their Guest." For the rest of the secrets that will help insure your success when the producers call go here to get it now.

You never get a second chance to make a bad impression, says online publicist extraordinaire Steve O'Keefe. Don't lose the opportunity of a lifetime because you don't know the rules. This 20-page guide gives you exactly what you need to know to make the cut.

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My Dr. Oz Experience With Laurie Forster


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My Dr. Oz Experience With Laurie Forster

Our topic today is How You Can Get on Dr. Oz Show - by learning from someone who did. I’m here today with Laurie Forster the wine coach who's a national speaker, a radio show host, author of The Sipping Point, I love the title by the way and great pun on words. She is at thewinecoach.com. Right now, as per usual she is on a tour. She’s touring all over the country. If you want Laurie to speak to your group, in your city, just connect with her at thewinecoach.com. Welcome Laurie, it's so great to have you here to talk about how to get on Dr. Oz. You are a former client of mine and you have made such amazing progress that I wanted to invite you on because you were able to get on Dr. Oz

That’s so big.

BAMD0005 | Get on Dr. Oz

Thank you. The Sipping Point is my title I created after reading your How to Get Six Figure Book Advance book.

That whole section on how to create a title?

Yes.

There are tips there how to come up with great titles. I am glad you liked it. It’s really clever and it is obviously something that people would remember especially with you and wine.

I am glad to be here to talk about my experience in how I was able to get on Dr. Oz.

You told me earlier that you did not send in a pitch to get on Dr. Oz. They contacted you which is really wonderful and remarkable. I think it is so important to have your materials prepped, your website, your information that you are out on the Internet. You need to be easy to be found because often times today what producers do when they are looking, is they go to Google and they go to the Lexus Nexus and Dow Jones databases to see who has written about it before that experts, and vet them. How did they find you?

That was my question not with the first interaction with my producer but certainly at some point I asked her how she found me. She said she Googled, “Wine expert New York City”. Which I think is in some of my keywords on my website. I travel all over the country doing what I do. I visit New York frequently. The cities that I work in a lot are in my search terms. After she did that, she found a segment that I have done here in the Arlington, Virginia area on WJLA to an ABC affiliate, how to drink like Olivia Pope in Scandal. I do not know if you are a fan of the show.

BAMD0005 | Get on Dr. Oz

I saw that on your website. I thought it was a good tie to a celebrity.

I had done the segment because red wine was almost its own character in the plot of the show. Olivia Pope has big wine glasses and always drinks this amazing red wine. She is very fascinating when she talks about it. Her father is part of the whole wine drinking association. Anyway since they saw the segment on ABC, they loved it and said that we need to have her in the show. It was thrilling to have them find me in that way. In fact when I first saw the email the title was, “Upcoming Dr. Oz Segment” I almost deleted it because I thought it was probably one of those emails sent by someone not affiliated with that show and selling all kinds of supplements and weight loss drugs. I almost deleted it, thinking that it was spam.

I will recap quickly what you did that lead to get you on Dr. Oz. Number one search terms; even if you are not from a major city, Laurie put in New York City because she’s nearby and she visits there a lot. That’s really important to set up your search terms in that way. So it is great locally anywhere because sometimes people are looking for you at a TV show in a particular city and they don’t want to pay your travel. So they are looking for people in a particular city. Second thing that you did right was create a video in connection with something that is super popular today which is Olivia Pope Scandal show on TV and connect it to wine.

She did it well by the way. I watched that segment and remembered that you really had that huge wine glass there which was really funny. It was really smart. You did your research. You did not just do anything without knowing. You did your research and connected it to something that is super popular, amusing, and interesting. You had the segment up on your website. I think it is on your home page. So the Dr. Oz producers can see you right away and see that you are mediagenic and the want you to get on Dr. Oz. They already know because you handled yourself on that segment, they already know that they can count on you to be lively and entertaining for their show.

They said that to me while I was there on the day of the segment, "Just do exactly what you did on the video that’s what we want you to do. This is no different from any other segment you have done," which of course is not how it feels inside.

Now you know they called you and they want you to get on Dr. Oz, their show. What happened next in terms of your conversation with the producer? How did that play out in terms of plotting the show together?

They had a basic idea of what they wanted the segment to be. What wines to drink or avoid based on your house ailments. They asked me if I was willing to help them with the segment and to be on the segment, so of course I said I will. Right away, Thursday as I remember, she put together the notes and I worked on it that day, I happened to be in the office. We went through talking points of each of the ailments and allergies, weight loss and headache are the things that we focused on and coming up with why you want to drink these wines and why avoid these others. Putting all bullet points for that, and I had all of that for them by the next afternoon. I definitely went after it and we also scheduled the taping for that Monday.

They called you to get on Dr. Oz Show on Thursday and you were on the show on Monday?

Well they called me on a Thursday. I traveled to New York on a Monday and for taping Tuesday morning.

Got it. That’s a pretty quick turnaround to get on Dr. Oz. Did they have the idea for the segment? Like did they know that they wanted to focus on allergies, weight loss, and headaches?

There was a fourth which was heart health. But they have already done some coverage for that in the womens’ heart health month, so we cut that for timing because it had already been covered. They already had this idea that they wanted an expert who could speak to which wines should be best to drink and avoid. I went about getting all the information and the backup which types of wines, not brands, so between Sauvignon Blanc or Chardonnay.

You did all the leg-work to get on Dr. Oz for them. They wanted three topics and you researched the wines and created some talking points for them within a day. Good thing that you were there because it does not happen as fast. Did they tweak them with you? Did they have a conversation call with you and after that was everything done via email?

Yes. After that everything was done through email. They tweaked and added some general wine questions. If you go to youtube.com/thewinecoach the segment recording is there. You see Dr. Oz is asking questions about serving temperatures of wine and some other basic wine questions were also inserted. They created a script from the talking points. I never had the visibility to the script, but I know they created a script for Dr. Oz's talking points about it.

BAMD0005 | Get on Dr. Oz

Did you set up the props too, was that something which you did for them? I think it something for others to consider if they want to get on Dr. Oz or a simillar show, is the props.

I brought three wines, the wines that you should drink rather than avoid, for each of the three ailments but they make it a practice not to share branding on the bottle. So what they did was, they called it greeking, I had not heard that term before but basically the bottles I brought they created artwork and labels for it that just said Sauvignon Blanc. So that none of the branding was visible on the bottle. I brought three bottles and they covered them up with special labels. They went and rented in the wine store some shelving and a bunch of wine bottles because we set it up like a wine store. If you watch the segment you will see exactly what I mean. There were three stations.

That’s great. There are other things that I want to say about that when you get on Dr. Oz. Sometimes it’s actually the opposite. In some shows there are what's called product placements. The product is being paid for to play sit. It sounds like Dr. Oz does not want any extra advertising or free advertising for the wines. It may be a matter of policy or issue.

Every show has their own policies whether they are doing product placements or not. Or if they are doing greeking which is not to show private labels when you are talking about particular products. So for you, knowing that you are going to get a lot of people going to go to your website and wanting you to hire you for speaking or listening to your show, how did you prepare to get on Dr. Oz show before you went to the show in order to maximize your publicity?

Certainly prepping for the segment itself I have a process because I do a lot of regional media already here in DC and Baltimore even on Chicago in WGN. I have a process of creating my talking points, running through all of those, and how I set up in my mind each image perfectly in those three stations. Even if I add one table I always have three spots and three talking points that I have to move to so it seems to work. Three is a magic number.

I did a lot of going through my segment in my mind and the sounds, lights, and little light sandwich which is a trademark technique of mine for people when trying the food and wine together and I really wanted to make that part of it. Since it is something that people always seemed to enjoy and remember when I am doing corporate events or fundraisers. In my mind I had the talking points. Here it would be great to talk about the wine and sandwich. Here it would be great to talk about red wine room temperature but it is really room temperature and medieval castle. That’s a funny thing that most of us don’t think about. Red wine needs to be chillier than we think.

BAMD0005 | Get on Dr. Oz

In addition just because you are on TV, regional or national, I heard from many people that it does not mean that immediately the phone is ringing off the hook and your website is shut down then you break the internet. That’s what we hope for, but it is not always true.

But I knew this would be a huge credibility factor and a sales tool for me as a speaker and doing what I do. So we put out an email to our list alerting people that I was going to be on the show. Mind you, just need to give everybody some time reference, I got the call and email on February the 5th and then on Tuesday the 10th was the taping, but my episode did not air till April 21st.

Did they let you know that it was going to air later?

At first they said that it would probably be in the next few weeks and that they will reach out after a couple of weeks. They said well if that did not fit we will let you know. I just lightly kept in touch without being a pest to find the date. I did not want to announce. I did not really make a big deal about it with anybody until I got the date. Because I have heard from other people that there are cases wherein people taped segments that never actually ran.

I did not want to jinx myself or get ahead myself in announcing something without a firm airing date. I think the Friday before it aired we got the A-OK that it was confirmed and that’s when we put out an email to our list and network that it will be airing on Tuesday 21st and tune in. W also followed up a week or so afterwards with, "Hey it is just there if you did not see it live on TV.

So you are marketing to your own people for credibility, remind them who you are, look at Dr. Oz, and also the information inside the segment. It would be a booster for your own client list to have you in mind or competing with someone else who has a really big name, booking in the next speaking engagement or hiring you personally. This can be something that can be tipping point to having someone choose you instead of your competition. You have been as a guest on Dr. Oz and you did so well on it. They can see how poised you are and speak in their event or work with them. Do you work with people personally too to do some wine coaching with individuals?

Not necessarily. I do some private events that might be milestone birthdays or anniversaries but most of what I am doing now is appreciation for corporations like MetLife, Merrill Lynch, or fundraising where people are really trying to raise a great amount of money for a worthy cause and wine can be such a great tool. It is a great experience at the fundraiser and create an upscale theme around the event. That’s the lion share of what I am doing.

Client appreciation corporate events, fundraisers, and anywhere where wine would be a great tool and enhancement for their particular event.

You know a couple of years ago I did a little stand-up comedy training and improv. Humor is a big piece of what I incorporate along the way with the wine education. Just a quick and much more entertaining experience for people who do wine tasting. That’s my goal: to get people sipping great wine and laughing. I think I got that both.

You did. I definitely noticed that. I have forgotten about your stand-up comedy but TV producers want humor as well, especially the ones that want you to get on Dr. Oz. They want their audience engaged whether it’s humor or pathos, they want their audience to feel. You don’t want to be crying in there so this is a great opportunity for people to feel good about understanding some of these nuances or these health challenges in wine you did that beautifully. 

Social media is another big way that we promoted that the segment was coming up, that I was able to get on Dr. Oz, and after it aired just get that out to our followers. Even informed people who are not aware of what I do.

Did you give them your bio on how you wanted to be introduced as well? It is usually one line.

I did give them a bio. I am not sure if they used it. I was introduced as Laurie Forster, the wine coach. After I watched the segment back, and this is such a huge thing that happens to me all the time, is that I was introduced as Laurie Foster not Forster. Laurie Foster was on the screen and on the website.

One quick thing as something for everyone to learn, you need to work with the producer to proof your chyron because that chyron goes on the screen. You just want to ask the producer to run through with your introduction, my bio, and my chyron. That’s something you want to do with them before the show. They can change it really fast in the back.

That’s good to know. I wish I knew that. I did not even catch it because I am so used to it being done wrong. I just didn’t focus in on that when I watched the segment the first time on TV, and then I looked back at it because somebody took a still shot of me. And I thought, "Oh no, that’s not my name."

BAMD0005 | Get on Dr. Oz

When you get on Dr. Oz or other TV spots, work with the producers to proof read your chyron for name typos especially.

I hope you contacted them afterwards though just so they can correct it. They can’t correct it on the show but they can correct it in the website. I would definitely reach out for that. Just for your information, maybe not Dr. Oz, but some shows do allow you to have an article on the website to continue the learning of the audience. Then they link that article to your website.

That’s another thing that you want to touch on ahead of time to see if they would like an extra article that would add some of the things that we can’t cover in six minutes. In that way they can drive people to their website and then from their website you can drive people to your website. Within that is the opportunity where you can offer something free, like 5 favorite wines that won’t give you a headache that they may - and you have to clear it with the producers, but if it is not on their website you may be able to encourage people to go to your website with a list.

People like to know the brands and the types of wines. That is maybe something that you could keep in mind for the future. To be able to do that here to give your favorite wines that might not give you a headache, make you lose weight, or good for your heart.

That’s a great point for the future.

Take us through the process with the producers. What it was like from start to finish. You have given us a sense of what happened with you beforehand and the back and forth process which is difficult on the TV. I just want to reiterate something that you have said, which is they may have an idea and segment in mind and ask you to flush it out. You are coming up with the question, Laurie, and you came up with three.

The other thing she mentioned, which was really brilliant is that she gave herself three physical things to do to help her take through the points. Dr. Oz has three different tables and three wines so there are all that goes with those three different things. That could be a great help for you if you are nervous to have that kind of physical grounding and also the props to help you move through with the three points that you have to cover quickly. That’s great that you already developed that for yourself and go through it in your mind.

I will also recommend to go through it out loud because Laurie is really experienced. She is up and talking all the time. You know what I mean. It backs up in your experience. If you don’t have this and you are not used in talking in front of crowds, and I mean, Laurie has got her own radio show. So she’s very fluid in that. She didn’t need to go over this exact point because she made them over and over again in different circumstances and she just packaged it a little differently for the show. Is that right?

Yes. One of the things that was different is that I am used to being behind the table in many other shows or a station where they have their culinary guest or segments. You are already in place with the host or hosts, sometimes there’s two, whereas in Dr. Oz you walk onto the set. It was funny. I watched it back I do not know if you could tell. It was a split second, we leaned in to shake hands. We had run through it in the rehearsal round. But for a second I thought that he was going to kiss me on the cheek. So leaned in a little bit further than I normally would, because I was trying to read the signals. It was more in my brain than it came across on the screen.

Got it. Sometimes you might run through it in rehearsal but happens a little bit differently when you are actually doing it. That’s just the way things work. What was it like in the green room? What happened in the green room? The green room is the waiting room where there is a TV screen so that you can see what was happening before you. What was happening back in the green room for you?

They did set up a hotel room for me because I came in the night before and a car service to pick me up which was wonderful. We were met at the front. We were brought into a dressing room. They have several dressing rooms for the guests. Other than the usual green room which I was used to, I had my own dressing room where the costume person comes in to see what you brought. They are very specific about wardrobe choices for Dr. Oz. So you’re given that in an email previous to showing up.

What did they want you to wear?

Light colors on top. Dark pants or dark denim on the bottom. If you want to bring a bicolored dress you can. They prefer flats, no heels. Although the two audience members with the ailments that came up to be on the segment with me, both had very high heels on. I looked like a dwarf. They were just very specific. So when I went shopping that weekend to figure out what I was going to wear it was a bit more challenging. No black and white on top, no graphics. There is a lot of things to think about.

You were pretty casual. Why did you not choose to wear a suit or something like that? You were pretty casual, top and pants.

I was disappointed because I wanted to wear a jacket, it was royal blue jacket, and they were very adamant against wearing the jacket.

You brought the jacket and they did not allow you?

They really prefer not to. I wished I had the jacket. We thought it was best just the top. It was interesting. What do you think I should have done?

I would have asked them why they did not want the jacket. Is it a matter of fit? Sometimes when you get on Dr. Oz or other TV shows they want the jacket super fitted because if it’s bulky it does not look good in TV. So if it was not a super fitting jacket they probably did not want it because it does not look good in TV. When I say tight I mean tight. Your clothing is typically tighter than you would wear. It is very form fitting unless it is not flattering but that’s what a jacket for. It is to give you a nice form fit. It beautifully hides all of our flaws, which we all have.

Also when we go on TV there are some things that help our form along, and if it is too tight people can’t breathe, but some sort of contouring and shaper is helpful on TV because everything shows up especially if you are sitting down. But if you are standing up too, you can see the bra lines and TV is unforgiving. I always recommend shapers, I forget what they are called, in order to smooth things out. It can also take off five pounds in places where you need it. It will smooth out a line that is not flattering on TV that we may not notice in person.

Getting back to your question on what to do you might have said, something like you will feel more comfortable and relaxed in the jacket. Therefore it becomes less about the look and more about how you are going to perform as a guest. Which they would be more sympathetic to. Like, "She’s going to be less comfortable so let her wear the jacket."

The other thing to do when you get on Dr. Oz and other TV shows sometimes is to bring several choices. If they don’t want the jacket you can say how does this one work? You can pop on another one. It is not a matter of wearing the jacket, it’s a matter of wearing which jacket.

I only brought one jacket but several tops and several pants. That tip you mentioned about bringing jacket options, would be useful in the event that they do not want you to wear your favorite jacket, but you have to be comfortable in your skin and have the outfit choice that is good for you.

That’s also one of the sticking points. You want to be represented as you want to be represented, not necessarily how they want. Yet on the other hand they know what colors and background play best on their set for the lighting, the makeup, and their own brand. So it is like a melding of that.

That’s where the questions come in first when you are in the phone with the producer. Running by questions and style to be able to see things like that. Would they prefer shorter form fitting jacket, if they say denim is fine, check about low rise? You do not want to get there in a low rise and they do not want it that low perhaps. You are always welcome to ask those kind of questions ahead of time. In the future that is definitely something. What else?

I had my own dressing room, the costume person comes takes the item that you’re going to wear and had them pressed and de-linted. I bought my own brush but they did that for me. We went down and had one run through with the producer, verbally, on the points that we were touching on. I was brought down on the proper time for a walk through. A rehearsal where we were just standing very businesslike no real major chitchat. Here’s where you come out. Here’s where you move to the stations 1, 2, 3.

Did they mic you up before you went to the run through or when you are about to go on?

We did in the run through. I did not wear a necklace because I was afraid that it will interfere with the mic. We did the run through, went back to the dressing room, and they ask for you to come camera ready hair and makeup. But they have people who add to what you have. They did more blush and fluff up the hair.

Did you do your own makeup to get on Dr. Oz?

Yes but the makeup artist added to what I had done. That is where I met the two audience members that were part of the segment as well. They were also in hair and makeup. From there, a little more waiting and then to the actual segment. Certainly I was coordinating props. Making sure that they had the right amount of glasses and pouring the right amount. So maybe I was more complicated than other guests because we were also trying to show portion control which is also a big problem in wine tasting. We think 3 ounces is a lot bigger than it really is. That was a funny part of the segment with the size of the glass and how much someone drinks.

That’s an interesting point to, FYI, because it's your segment is as much as theirs. You want it to run smoothly and the details that they might not know about. Let the producer and host know what you are planning to do so that they will not be surprised and they can play their part well. That is a part of the courtesy of being a great guest when you get on Dr. Oz. For the show itself what did you think went well? Anything else unexpected?

I think I appeared very relaxed in the segment. I was able to cover the all main points that were part of my talking points, as well as get in a few other trademarks like the wine sandwich and some other funny pieces about serving temperature and other information that other people might not know about wines. So I think I did that well, but Susan you have to tell me.

Yes. You were really relaxed and funny. I think you did a great job. You were very informative. I learned a lot too, so I thought you did that very well. If there was one thing that I might suggest for the next time, just make sure that you would incorporate a story of a corporate event or a fundraiser so people will know that they can hire you for that. Within talking about the wine sandwich you might have said something like, "In corporations when I speak to groups of client appreciation, one of the things that I tell them is that your wine goes with your food, in a sandwich." It is as simple as that. So it is not overly promotional, it is just letting them know that they can hire you for corporate events.

I also wish I had mentioned my book. I don’t think I did.

I think you can do that with your book for sure when you get on Dr. Oz. Ask the producer ahead of time if it is something that they can show because they might have been able to show your book. They can introduce you as Laurie Forster the wine coach, author of “The Sipping Point” and then they can flash that on the screen either with a b-roll or have it on the set itself.

These are the live and learn kind of things after you get on Dr. Oz and big shows. It's good to reflect what went well, what you love, compliment yourself about it, and give yourself a big pat on the back and then say what would I do differently next time if I get on Dr. Oz again, what can I learn from this, and what could I shift to make my next appearance better.

Is there anything you would want to do differently next time? You would mention the book. You want to send them an image. You also want to have that on a flash drive in case it is better for them on a flash drive. You might always want to have the flash drive with you with the cover of your book saved to it. Maybe some b-roll even though they might not have planned to use it.

If it is a really good b-roll they may even spend 10 seconds using your b-roll which would be great. From a corporate event, for example, to show you in some unusual situation with your wine. Something funny. Even a picture of you doing standup. I would definitely create a b-roll for next time you get on Dr. Oz and put it all in a flash drive with a cover of your book, and anything else that is trademark you. Anything else you would have done differently when you get on Dr. Oz if you had your way?

The main thing was incorporating that, casually, the corporate event or when I do a corporate event, mentioning my book, and coming prepared as you said with the graphic and asking if it could be on set. I think in a way I was thinking I don’t want to give them any reason not to have me back. Follow everything to the letter including the wardrobe that was my strategy.

Did you pitch them a segment while you were there to the producers so that they can ask you back the next time?

I did not. They sent me a nice email after saying how well they thought it went and I said I would love to come back. I did not pitch anything. Maybe I should have by now.

I think it is a bright idea. You want to do it while they are loving you. The sooner you do it and be fresh on their memory, the better, because they have so much on their minds so they move on.

Right. Good point. No time like the present.

No time like the present. Sometimes you want to do it right then after the show. You want to have your second pitch ready to have it booked. Right then and there. It’s like here are three other ideas or segments to use to get on Dr. Oz again. Then run it by the producer after the show at the appropriate moment. If you can get it in the book.

I just want circle back and say you are a really lovely guest. You were so relaxed. That’s probably one of the hardest things when you get on Dr. Oz and big national TV shows, to be relaxed and casual because an uptight wine coach is not. You don’t need that wine to make you more uptight. Your personality came out and your knowledge came out. The most important things came out. These are tweaks that we are talking about the next time you get on Dr. Oz. Each time you are just going to get better and better but you were a lovely guest and I can see how they would want you back. When anybody else sees that segment you were able to get on Dr. Oz, I think it is a great example of your personality and your work.

BAMD0005 | Get on Dr. Oz

Let your own personality shine when you get on Dr. Oz.

Can I ask a question? There are a couple of other shows that I have been developing relationships with the producers and certainly interested on being on. How do you best think this can used for everybody else on the line if you have a segment like this that you feel is a great representation? How do you use that to connect with producers on other shows?

The first thing to do is when you are pitching them, just put a link in your pitch to the video on your website. I know you have it on your YouTube channel, I would have it in your website. It could be embedded in your website and you might have it in a blog post about some of the experiences that you had or some information surrounding that on your website that you do corporate events, that you are available for fund raisers, have that all sort of surrounded around that video.

I would have it in your press page with your bio and your picture. You can direct the press that you want, to that page with that video on first and foremost because that’s really prestigious. They can preview you quickly. The one where you did the Olivia Pope, I would have that one out on the same page. I do not remember what your media page or press kit looked like but that is the order that I would put that in. Dr. Oz then Olivia Pope segment so that they can preview you.

I would pitch them and just say that you were on Dr. Oz. Pitch a different idea or spin on that idea. Do you have any stats of the popularity of that? Was it a particularly resonant show that resonated with the audience? You can say that for the pitch for the other people that you want on the show. It could be a particular thing like the allergies were harder than weight loss or the headache was harder than health.

You could pitch it like in one segment with those topics and go into more details. If there are any stats that you have in terms of what resonated most with the audience and the audience wanted to know, you can actually say that in your next pitch. Get stats on it. You can get it from the Dr. Oz segment. You can also get it from the Internet. Most people Google allergies more then weight loss or weight loss and wine. Whatever that is or if they are equal. I would get stats to back it up to create that.

You could also use the Olivia Pope segment once in a while if there is anything timely. Does Downton Abbey have a lot of wine in there? I mean I might create a segment around Downton Abbey, elegant wines that we still have, what’s not available, the closest thing to Downton Abbey wines, or how to drink wines like Downton Abbey. Any kinds of those things that are hot in the culture today. 50 shades of one type of wine for seduction. You can go on and on with the cultural kind of stuff and have a lot of fun with it. Did I answer your question?

Yes. Thank you so much.

Were there results in your appearance after you were able to get on Dr. Oz? You said in the beginning which is true, sometimes there is an immediate rush, sometimes there’s not, sometimes something happens later when someone hiring you says that I saw you in this segment and that’s the reason why I hired you over the other people I was considering. It happens in all different kinds of ways. What has been advantageous for you after the appearance that you were able to get on Dr. Oz?

We definitely got traffic leads on the website from it. So I know people were reaching out, maybe even people that were already aware of me but it was some sort of tipping point. To bring that back to the conversation, they were already aware of what I do but then after the Dr. Oz segment it was another reason to reach out to me for an event. Certainly communicating to our list before and after the segment has also generated a lot of people, either past costumers or people that we chatted to before but have not closed deals with. That’s certainly has been great.

Did you actually close any deals or is it more that you are having those conversations with people again?

We are closing deals every day, but I do not know how many I close that I could 100% attribute to the fact that I was able to get on Dr. Oz Show, but certainly I know that we have gotten leads. I have a person who does my bookings. If she was on the line she could tell us more, she knows better than I which ones actually came after seeing the segment and that should be something that I should probably find out.

I think that that is a great thing to track and the other thing in terms of results. Did you have an optimum lead magnet in your homepage for people who might not be ready to buy or hire right now, to connect with them later? I know you have "Book now" up there but did you have a particular lead magnet up there specifically for Dr. Oz?

We did not but maybe I can put that one in my next time what to do better category when I get on Dr. Oz or other big shows.

You can have something like lead pages to pop down or pop up that says viewers of Dr. Oz can get special excerpts from your book, get my favorite wine, or the ones I could not talk about on the Dr. Oz. You want to give a teaser here. My favorite wines that do not give allergies or headaches that I could not talk about in Dr. Oz. You might want to give those kind of teasers because you have a very specific niche which is wine lovers.

Right. That is something.

Not everybody is ready to buy or hire you right now. But you want to sell that wine. You want might want to reconnect with them when you pitch your next show since you sound like you have some shows in mind. Which is great thing to do by the way. Once you have been able to get on Dr. Oz or any other of those big shows, immediately pitch to other high profile shows. That’s the time to do it. Right away for other shows. Get some ideas together and pitch while it is hot. That’s a great thing to do. Just keep your good PR rolling. Do you have any other plans to leverage your appearance? Because you said that you are going to pitch to other shows.

Absolutely. Certainly we have added it to my press page as you might have mentioned earlier so that is the front-center video on my homepage as is now. We have three boxes to show people the main things that I do. Speaking. Media. Wine expert. The media personality box has a picture of me on different TV shows. Right now my web person will be replacing that with the Dr. Oz picture so that will be front and center. When you click on that it goes to the page with the clip of Dr. Oz. those tweaks are being made this week. I have changed my bio of course when I am being introduced to include that.

Have you included the logo of Dr. Oz in your media cloud?

Yes, I will.

Because that is an immediate kind of thing. You can put the logo on there. That’s a good thing to do too. You might want to think about putting your signature line in every email. Have you seen me on Dr. Oz? And put a link to it. There are people that might not have seen the segment that you were able to get on Dr. Oz in your list and since it is still fresh I would absolutely put that in your signature line at the end of every email as well as your book.

I get a little sheepish like people might get sick of me talking about that segment. I am not trying to overdo it. But I am sure as a PR person you are going to tell me that there is no such thing.

I can see you rotating it, that you were able to get on Dr. Oz. When you got a new one in there you will switch it out. But right now it’s still pretty fresh that you were able to get on Dr. Oz. I think maybe a year from now I would switch it out. But right now I think that that’s really terrific. Is there anything that you want to add that I have not covered?

The biggest thing was just a year before, I was getting frustrated, especially with wines, there are very few outlets on morning TV where you can feature wine and alcohol. So I just made a deal with myself that I was going to do as much local/regional TV as I could and still be able to maintain the rest of my business. We all know that doing these TV segments are an unpaid part of the business. But I wanted to do as many as I could and do it as well as I could. Then hopefully someone would take notice. I guess it worked, so don't discount your local market. Do what' you can in your local market and then adding that to YouTube is how I eventually connected with the producer.

That’s a really terrific idea because a lot of people want to go straight to the top because they know they want to get on Dr. Oz or a similar show. It’s natural like, "Let’s go to the top, let's get on Dr. Oz." Laurie you have actually quite a lot of experience since you ventured earlier in terms of talking in front of an audience, having your own radio shows, so you are used to speaking right now. That is really a skill developed over time that is not developed in one week.

The other thing is you have done a lot of local TV, before they wanted you to get on Dr. Oz, so you are used to the pacing of it and used to what is involved in it; everything from getting the right outfit and the right colors, how to manage your time, your movement on screen, as well as integrating that to your props and your information and also the sound bites that are going to drive the kind of business that you want.

So local TV is a really fantastic way to practice that before you get on Dr. Oz and big shows, and also like Laurie said it is a way for producers from bigger shows to find you. Because they would want to know if you are mediagenic and that you can handle yourself in a very short amount of time which are local segments are therefore you have 6 minutes as well. So before you get on Dr. Oz, they can get a sense of you on how you manage your time as an experienced guest. That’s what they want to see. You can be fascinating, funny, and entertaining if that’s your thing then fine, but you could be one who’s knowledgeable and one who can command attention to your topic.

Doing some of those segments and finding a media clips service where you can buy the video and have it in your YouTube channel because you don’t know if it will exist out there forever.

That’s a great point. I recommend that you embed it in your website and may need permission for that. I know we did for CNBC. But now it exists on in my website so they can’t take it away. You don’t want it to exist only on their website, you want it on your website. Because if they let go of it you will not have any access to it unless you buy it. How much was it?

The clip service that I use is $95.

You had a clipping service so you did not have to buy it directly. Just an FYI to people out there, you can buy it through a service or sometimes I believe that some shows would sell it to you directly. Is that right? I don’t actually know quite frankly. Sometimes they will give it to you and sometimes they won’t give it to you. Just the permission to have it on your site or have the option to buy it if they won’t allow you to do that if then part of their product plan. Thank you for that. That’s really important because you don’t want to have a fantastic clip and have it go away and not have control over it.

Thank you. This has been incredibly informative and helpful to everyone listening on how to get on Dr. Oz and what that experience was like. We are talking to Laurie Forster the wine coach, who is a national speaker, radio show host, author of The Sipping Point, and thewinecoach.com. You can see where she is appearing and if you want her to see if she is in your city you, could actually book her for an event in your city, for your group, your fundraiser, your corporation or your private group. Do you have size or limit? Do you have a minimum for a private group?

I don’t. If we have an event that would include me preparing the event, hosting, and speaking at your event. I do some speaking at women’s conferences. I have talked about how to create a recipe for your delicious life and I will come for any number of people, it depends if you want to budget and have me there. I love group of sizes from 25-300.

Excellent. At the thewinecoach.com you could see where Laurie is appearing in your city or nearby, and even if she’s not, if you want her in your city she can be your fabulous guest. Who does not love wine with food, right? Thank you very much it has been great to talk with you again about how to get on Dr. Oz.

Thanks Susan.

About Laurie Forster

Laurie Forster is one of America’s leading wine experts and author of the award-winning book The Sipping Point: A Crash Course in Wine. Laurie is a Certified Sommelier, National Speaker and TV personality who is not afraid to tell you her first wine came from a box. Her edgy approach to demystifying wine caught the eye of major networks and led her to guest appearances on Dr Oz, FOX Morning News, Martha Stewart Living Today and ABC News at Noon.

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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
    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.

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    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!

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    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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Be a Media Darling [My New Podcast]

podcast-banner

This is why my Podcast took 3 years to launch:

I got waylaid.

Over and over again.

I think I resisted it because talking came so natural to me. And I did lots of other harder things first. I created webinars, special reports, ebooks, courses. I trained to get my black belt in Aikido.

I got sidetracked by pleasures too…

I took a weekly writing class. I watched long hours of Longmire and The Good Wife (delicious!). I went to Hawaii and Bali.

But, I finally hunkered down and holed up. Spent a few weeks writing, editing, recording, consulting with my VA Kelly about all the nitty gritty stuff that needed to happen in the back-end. Worked with a great team.

You’ve heard the phrase, “Better done than perfect?” It’s done for now. Far from perfect. I’ll refine it later.

So here are a few things for you that I discuss with experts (or chat about myself) in my new podcast called, Be a Media Darling: Publicity Made Easy

Use collaboration to get free publicity.

Learn what it takes to get on Dr. Oz.

Gain 15,000 new devoted Twitter folIowers in 2 months.

Handle a radio interview gone horribly awry.

Copy Jennifer Lawrence’s secrets to popularity.

Discover a wonderful wack-a-doodle way to enroll high-end clients on Facebook.

And more!

You can hear all this on my “new” Podcast (which I actually started almost 3 years ago)
and keep reading to find out what to do to get a glorious gift for subscribing.

NOTE: Some of the podcasts I mentioned aren’t up yet, but will be soon. Once you subscribe you’ll be notified of each new episode.

You’re welcome to send this to anyone who you think it would delight. Thank you for your kindness!!

Now then…

Part of doing a podcast is creating a strategy to get it ranked on iTunes New and Noteworthy.

So part of my publicity plan includes YOU. (And a reward!)

Here’s what to do.

  1. Go to my podcast, Be a Media Darling here.
  2. Download the first 3-5 episodes (and hopefully listen to them!)
  3. Subscribe, rate and review my Podcast. (Blessings upon you!) 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. So please be patient for us to send you your gift.
  4. Give it a 5 star rating.
  5. Send me the username you used to write the review to: mgr@prsecretstore.com
    Put “PODCAST REVIEW” in the subject line.
  6. Share it with 3 friends and/or post it to your social media. (This is the honor system. Thank you for your generosity and help!) See below for ready-made tweets / posts.
  7. As soon as we receive your username we’ll send you the brand new Get on Local TV in 7 Days E-book (77 pages) worth $197 as a big thank you!
  8. Here’s what you can use (below) for Twitter, Instagram and Facebook posts along with the image of my Podcast album or the above image of the gift book. NOTE: Many of these episodes haven’t aired yet, so please be sure they’ve posted before you share on social media! Go here to see what’s aired so far.
Get on TV

Get on Local TV in 7 Days

Free Publicity

Be a Media Darling: Publicity Made Easy Podcast

I hope that you hear something on my podcast that sparks an idea, gives you a laugh, intrigues and inspires you on to the greatness in you.

 


Be a Media Darling Podcast Introduction


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.)

THE BE MEDIA DARLING PODCAST: Publicity made easy introductory episode 

Hello and welcome to the Be a Media Darling Podcast!

I'm Susan Harrow, your host and media coach, marketing strategist and author of the bestselling book Sell Yourself Without Selling Your Soul published by(HarperCollins) and CEO of prsecrets.com, and I’m so thrilled that you found your way over to this program.

If you’re listening to this podcast, chances are that you run a business of some kind.

Maybe you run a brick and mortar business, like a bakery or a yoga studio.

Maybe you run a virtual business where you consult with clients via email or Skype or Facetime.

Maybe you’re a self-employed writer. Or a freelance graphic designer. Or a wellness or personal coach.

(Or maybe you don’t have a business set up yet—but you intend to get your business rolling fairly soon.)

No matter what type of business you run—whether you work in the health and wellness world, or fitness, or food, or personal development, or finance, or you name it,—one thing is for sure:

You want people to know about your work—and you want people to purchase your work! Right?

You want people to buy your books, products, programs, purchase tickets for your events, hire you for projects. You might also want to get booked for speaking engagements, find a literary agent and get your book picked up by a top publishing house. You want clients. You want customers. You want to build a following. A fan base.

Get Booked as a Guest on Podcasts

How to Be a Podcast Guest

Also, as part of your overall marketing plan, you want to get featured in the media! Ooh, yes!

You want to see your products featured in top blogs, magazines and podcasts. You want to get invited to appear on the radio. You want stories about your projects to get sprinkled throughout local newspapers and trade publications. You want to build relationships with journalists and producers so that you are their go-to resource when they’re doing a story on your area of experience or expertise. You’re tired of seeing your industry competitors get all the media attention. You want some time in the media spotlight, too! You want to become a Media Darling!

You might be thinking, “YES to all of that, obviously… but how?”

Well, showing you how to become a media darling is what this podcast is all about.

A little backstory about me:

I’ve been working as a publicist, media trainer and marketing strategist for over 26 years. Over that time, I’ve shown thousands of people in my courses and in private consulting sessions how to reach out to journalists and producers, how to get booked to appear in the media, and how to make sure that every media appearance you do actually translates into SALES. (Because what’s the point of getting tons of media exposure if none of it actually inspires people to visit your website, hire you, or buy your work?)

My clients have gotten featured in places like CBS’ 60 Minutes, Oprah, Good Morning America, The Today Show, Fox News, Bill OReilly, Larry King Live, Maury Povich, The Food Network, Extra!, New Attitudes, CNN, C-SPAN, PBS, National Public … and hundreds of print and online publications, including TIME, WIRED, USA Today, The New York Times, The Wall Street Journal, Inc., Forbes, Parade, People, O, Vogue, Vanity Fair, Bazaar, Self, Mademoiselle, Redbook and Seventeen… the list goes on and on.

Get National Media Attention

Get Media Attention in National Press

If you feel like you’re just a “nobody” or a “small fish” and you could never possibly get featured in publications or programs like the ones I just mentioned, I’m happy to tell you:

You’re wrong about that!

There are thousands of media platforms—radio shows, newspapers, blogs, podcasts, columns—in the US alone.

Hundreds of thousands of journalists, producers, and bloggers who are hunting, DAILY, for interesting people and ideas and stories that they can feature. These people who work in the media are looking for knowledgeable experts. They’re looking for heartwarming stories. They’re looking for neat innovations and time-saving ideas that their audiences will adore.

They’re looking for things to feature.

Why NOT your products?

Why NOT your work?

Why NOT you?

THAT is the attitude that I’d love for you to adopt as you listen along to this podcast series.

Instead of, “Oh, I could never do any of the things that Susan is talking about… I could never get featured in the media, I’ll never get chosen, I’m boring, I’m not special, my work isn’t that interesting…”

Think, “I can do this. Why not me?”

That attitude will carry you a very long way.

You’ve got a sense of what this podcast is all about.

Before I sign off, I want to share a little smidge of info about how this podcast is set up and what’s going to happen in each episode:

The Be a Media Darling Podcast gets released 4 times a week.

Im going to be with you every Monday, Tuesday, Wednesday and Friday.

Media Training Podcast

Publicity Podcast

We’ll be covering different topics each day. You can listen to everything, in chronological order, or hop around and choose the specific episodes that appeal to you.

On Media Coaching Monday, I’ll show you exactly what you need to do to mentally, physically, emotionally, and spiritually to prepare for specific types of media appearances, including written print interviews, phone interviews, radio appearances, TV appearances, speaking engagements, Podcasts, panel events, and more. Tune in every Monday to get your sound bites set for your time in the spotlight.

We’ll talk about the verbal preparation (figuring out what you intend to say) and we’ll also talk about what to wear, etiquette tips, and how to make a terrific impression on your audience so that they vividly remember you and want to know more about you and take action to connect and buy from you. We’ll spend quite a bit of time discussing body language, as well, which is just as important as your verbal communication.

Ill share examples from my clients, course participants, celebrities, politicians, artists, authors, actors and the thinkers of our day who express themselves in an enchanting way. I’ll show you how you can ethically “steal” some of their strategies so that you can masterfully hold a media audience’s attention, too.

On 10 Line Tuesday, Ill read a short poem—just ten lines—from Maya Stein or one a bit longer from Alison Luterman, two friends of mine who use language in an extraordinary way so you can expand your thinking about how you speak and think. Even if you don’t think that “poetry” is your “thing,” I encourage you to listen to at least one of these 10 Line Tuesday episodes… because inspiration for your business can often come from unexpected places. Like poetry! Tune in every Tuesday for dazzling diction surprises.

On Work Your Story Wednesday, Ill walk you through the specific, nitty gritty storytelling steps that you need to take in order to get noticed by the media, get invited to appear in the media, and my secrets to getting invited back. We’ll also chat about the 3 ps. How to Prepare, Package, and Position yourself before you email or pick up the phone to pitch the media. Tune in every Wednesday for tips about how to pitch producers and editors so they email or call you back ASAP.

A LOT of this comes down to storytelling: how you package and position your personal story and the story of your business.

So on Work Your Story Wednesday, we’ll discuss how to tell your story on your website, how to share your story in a brief sound bite that’s just a few seconds long, how to share pieces of your story during media interviews, how to weave an intriguing story into a press release or an email, what types of stories appeal to journalists and media audiences, and which do not. All kinds of storytelling essentials.

And then on Fly Your Freak Flag Friday, well discuss how to keep steady and be yourself during a radio, TV, or print or podcast interview or whenever you’re in the spotlight or under pressure. I’ll show you how to let your spirit and personality shine through in any situation — without selling your soul. Tune in every Friday for ways to stay original, keep your quirks and live into what Dr. Seuss says which is, “Why fit in when you were born to stand out.”

How to be authentically YOU as you’re writing language for your website. How to be the true YOU when you’re emailing a producer or journalist. How to be absolutely YOU when you’re being interviewed on the phone or live TV. How to let your spirit and personality shine through in any situation.

So many people think that getting media attention means “selling your soul” or forcing yourself to behave in an awkward, slick, or sleazy manner, but that could not be further from the truth.

You can become sought after, influential, even world-famous, purely by being yourself…whether you’re an introvert or extrovert, while keeping your values and integrity intact. I’m excited to show you how.

OK. That’s the low down!

Get Publicity Using Social Media

Use Social Media to Get Publicity

To recap:

You can look forward to 4 episodes per week. Every Monday, Tuesday, Wednesday and Friday. I hope you’ll join me all throughout the week for inspiring lessons, true stories, advice, and fun challenges for you to complete… all to help you become a Media Darling.

To reiterate something I mentioned earlier in this episode…

There are thousands of blogs, shows, newspapers, magazines, TV stations and other media platforms with thousands of journalists and producers and other staff members hunting for interesting people and projects and stories that their audiences will adore learning about.

Someone’s going to get featured.

Why not you?

See you next time for another episode of the Become Media Darling Podcast. I’m Susan Harrow, your host, signing off.

Until we meet again…

Speak your mind. Stand your ground. Sing your song™.

RESOURCES

Download The 100 Word Email That Can Get The Media To Call You (It's free!)

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

Can't Figure Out Publicity?

How Do I Get Publicity?

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.

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Podcast Reviews
  • A geniune way to build your business
    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!
    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!
    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! !
    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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Feng Shui Your Mind For Media Interviews

I’ve had so many conversations this month that end up being about mind-set. Feng Shui-ing your mind is more than just clearing clutter. It’s about discovering and then organizing what the heck is in there in the first place.

Mind-set is about how our conscious and unconscious minds work together well – or not.

One of the biggest barriers to completing a program, course, webinar, website, or getting a book deal, or doing media training to prepare for a print, radio or TV appearance is….

Yup, mindset.

 I was talking to a friend over sushi. She had grilled cod since she’s afraid of raw things and said she had a child’s palate and ordered the same thing every time. I’m kind of the opposite and want to try new things. Though one of my dishes was going to be a surprise from the chef I made a request of the waitress – just don’t make it uni.

I told my friend that it took me three entire days to find new agents to send my query letter to about my memoir. Each one had a different submission guideline so it was excruciating to have to do every single query differently according to their request.

She said, “Well that would probably take another person ten times as long because they’d never even be able to get over their fear of sending out their work.”

I was a bit startled by this. Then, when I sat and thought about it I sensed that she was right.

The video training from Mary Ann Robbat (who is hosting a telesummit I’m in) is just the thing for getting over that fear or any other mind-set issue: 3 Major Mindset Shifts to Increase Your Business Prosperity. (It’s free).

So if you’re holding back on getting media coaching, doing media appearances, or something, anything, start with this to free your mind.

media coaching

Mind set for media appearances

I also like this free training that’s included in the tele summit: Feng Shui your home and office to receive abundance

And this training too: Launch and monetize your YouTube following (Think of this as your mini-media training gig).


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.

06-1

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.

06-2

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.


Escape the Time for Money Trap by Launching Your First (or second) Product

By Guest Blogger Danny Iny

Too many of us fall into the trap of trading time for money.

You may have already launched a product—but had disappointing results. Or you may have created a product that got some traction, but didn’t get the kind of success you’d hoped. Or, you haven’t developed a product yet, but you feel pretty sure you’d like one especially since….

Coaches, consultants, speakers, freelancers… all of us are in the same boat of working for an hourly wage.

Now, for some of us, the hourly wage can be very attractive; if it’s a cage, then it’s one made of gold, and studded with diamonds.

But still, it’s a cage; if we don’t work, then we don’t earn – which means that in some ways, we never get to take a real break and get off that treadmill without a gnawing fear in the back of our minds about what our business will look like when we get back.

The good news is that it doesn’t have to be this way…

Your First (or second) Product: The Secret to Scalable Revenue

There’s a way to escape the time for money paradigm, and it lies within your first digital product.

As freelancers, we often find ourselves daydreaming of that perfect situation where we can walk away from our business for a few days without everything falling apart.

We think about what it would be like to create something that creates huge impact, making the world a better place.

And we think about how wonderful it would be to create that something once, and how easy it would be if it worked behind the scenes, even when we weren’t there.

We dream of vacations on white sandy beaches, holding drinks with tiny umbrellas and laughing with friends as the breeze gently sweeps across the beachfront.

All the while our business hums away quietly in the background, leaving us free to enjoy life.

But as much as we dream of this lifestyle, it’s not something we know how to create.

We aren’t sure how to scale our business outside the bounds of trading more time, or possibly the same time for more money.

You may have thought about building a product, but don’t know how to balance the time you’ll take building it with the money that you won’t be making in the meantime.

It’s a vicious cycle.

What if I told you that there’s a way for you to get paid to create your first product, while virtually guaranteeing that it will be successful?

There is, and when you implement the strategy, you will build a product that scales with ease, and it may not even matter if you’re there to deliver it, once it’s automated.

But wait…

If Products Are So Great, Why Don’t More People Build Them?

It’s a legitimate question.

Up until now, product creation has been fraught with danger.

Using the standard model of product creation, an entrepreneur might spend months of their time and a serious amount of money slaving away to create what they are sure will be a groundbreaking new product.

The entrepreneur has spent enough time interacting with their audience to know exactly which of their great new ideas will be the best to build out.

They know their audience better than anyone else, after all.

But in the end, most entrepreneurs creating new products will have their offering met with a lukewarm reception, or even worse: silence.

CREATE A PRODUCT BLUEPRINT

CREATE A PRODUCT BLUEPRINT

The opportunity cost is too high for most people, and for those intrepid enough to break into product creation, failure can be painful and costly.

The problem here is that entrepreneurs base their product creation on an assumption.

And they not only start with an assumption, but they either use faulty reasoning to validate their ideas or don’t validate them at all.

So how do you avoid the assumption trap and create something that your audience really wants, and at scale?

You take a little lesson from the technology industry.

Rapid Prototyping for Training Products

Now that you know why so many others have failed before you, how can you avoid the same fate?

Start by listening to your audience, and using what they tell you to quickly and profitably validate that they want what you’re going to build.

By listening, we don’t mean just skimming over what they say, picking and choosing which pieces seem to validate the ideas you have.

It’s about meeting your client or customer’s deepest needs. You want to figure out what problems they are having, and the exact language that they use to describe that problem.

How do you find out that information?

1. Listen and Validate

The first step is to find out what your audience wants, and quickly test to see if they really want it.

There are several ways that you can listen to your audience that will help you discover what they would pay you to create for them.

  • Listen to the questions that your audience sends to you via email. What are they asking for?
  • How do they respond to your blog posts? Which posts are they sharing or talking about most on social media?
  • The same thing applies to your emails and newsletters: which emails result in a lot of enthusiastic responses or questions?
  • You can also “eavesdrop” on conversations on social media to find out which topics are the most discussed.
  • Or, you can review comments left on blog posts and forums around the web. What questions are people asking repeatedly?

2. Dig Deeper with Surveys and Interviews

To dig deeper into the problems your audience is facing, you can create a simple survey, asking what their biggest challenge is.

And then, to gather additional information, you can conduct informational interviews with members of your audience or the people who responded to your survey.

These interviews can be conducted over the phone or by video chat. During the interviews, you can go in depth about the topic and the problem they are having.

3. Analyze Your Data

When you have finished your eavesdropping, surveys, conversations and interviews, you should have gathered a lot of data.

Your next step is to analyze the information you collected, looking for patterns and repetition of problem language.

If you have enough data points, and your audience really cares, you have likely just uncovered a problem that your audience is practically begging you to teach them how to fix!

4. Sell a Pilot Version

Finally, you need to validate that your audience will take out their wallets and pay you for the solution to their problem.

The best way to validate your product is to sell a pilot version of the course.

After the pilot, you can then use the outline and student feedback to build out your full product.

The process outlined above means that you will get paid, ahead of time, for creating a scalable product for your audience.

What’s even better is that this post includes both a case study about exactly how this works, and templates that will help you to create this success for yourself!

Case Study: The Course Builder’s Laboratory

At Firepole Marketing, we used this exact model of product creation as we built our soon-to-be-launched program, Course Builder’s Laboratory.

In our case, we had audience members and students in our Audience Business Masterclass come straight out and ask us to solve a problem for them.

We looked at all of the requests that came in and found there was a real pattern.

There were different ways that our audience asked for it, but in the end everyone wanted to know how to teach effectively online, and how to sell their own digital courses.

Then, rather than taking those requests and just building the final product, we used the process we describe in this post to validate that our audience would actually pay for the course.

We ran an initial pilot program called Course Builder’s Bootcamp; these live weekly calls went over what we thought the biggest pain points in terms of building and selling online courses would be. This program lasted six weeks in total.

We received some amazing feedback from the students, and were able to make smart choices about how to build out the final product in a valuable way.

We also ran a second pilot to gain more insight: a higher end in-person weekend in Montreal called Course Builders LIVE. We decided to run the additional pilot because the eventual course we were thinking of building was going to be HUGE.

CREATE PASSIVE STREAMS OF INCOME

This in-person pilot was a much smaller group, and allowed for a very intensive, hands-on experience for the students.

We were able to see places in the pilot curriculum where students were asking lots of similar questions, requesting additional features, or getting stuck – so we could fix them for the final version.

Through the two pilots, we were able to really refine the course material for the ultimate product. And we made about $70,000 while we were at it.

How to Do it Yourself, Starting Today

Following the process outlined in this post, you can easily create your first product.

Start by listening to your audience, analyzing the data you gather, and validating the problem that you think they are having.

Then, sell a pilot version of the product.

When you reach out to your audience, you will want to use the same language they use to describe the problem your pilot solves.

If having sales conversations isn’t your strong suit, we have created a set of free templates that will walk you, step by step, through how to get started creating and selling your pilot.

Then, once you’ve sold your pilot, you will deliver the content and gather feedback from your students.

Afterwards, you will use the basic outline of the course material and any student feedback to create your final product.

This final product is your key to scalable revenue.

So, does it feel like it’s time to break out of the hourly wage cage?

Then let’s get started!

We just have one favor to ask of you: send us a postcard from your next vacation!

Danny Iny is the co-founder of Firepole Marketing, and creator of the Course Builder’s Laboratory. For a limited time, he’s giving away a comprehensive “Done For You” swipe kit of email templates that you can copy-and-paste to sell your own pilot course


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.


STOP. Do not pitch the media until you do… this. [Free checklist]

 

At some point, pretty much every business owner dreams of getting featured in the media.

How do I get on TV?

How do I get on TV?
Photo by Jason Kristofer

From a quick one-line mention in a local blog…

to a glamorous booking on The Today Show…

media attention feels amazing!

But in my experience, many people jump the gun and try to get booked in the media before they’re truly ready.

They spend countless hours writing pitches and press releases (or guest posts for online magazines and blogs)… when they don’t even have the basic business essentials (like a website, a mailing list, or enticing product descriptions) in place.

That’s kind of like inviting 500 people to the grand opening of your cake shop… except, oops. You don’t actually have anything to feed them. It’s a huge waste of time and energy for you — and a big disappointment for the people that you want to serve. (“Wait, I thought there was going to be cake!”)

If you’re taking action to get yourself booked in the media… terrific.

But I’d recommend pressing PAUSE until you’ve completed the following checklist — which will help you to determine if you’re actually ready for media exposure or not.

Before you pitch yourself to the media, whether it’s a local blog, a national radio show, an international trade journal, or anything in between…

Make sure that…

1. You have a website.

This may seem like a no-brainer, but even in this day and age, many business owners… don’t! You don’t have to be a computer genius to put together a simple site using About.Me or Squarespace. Both are designed for tech-phobic people. If you can handle Facebook, you can handle these tools, too.

2. Your website clearly states who you are, what you do, and what people should do next… if they want to learn more about you.

You wouldn’t invite people to your home and then slam the door in their face. You’d usher them inside, show them where to hang their coats, and then guide them into the living room and give them snacks. Your website needs to make people feel welcome and show them where to go, first, whether that’s your About page, your Blog, your Shop, or your mailing list. Speaking of which, make sure that…

3. You have a mailing list.

If you made an amazing new friend at a dinner party, you’d ask for their phone number, or email address, right? You wouldn’t want them to slip away… you’d want to stay in touch!

You want to stay in touch with new clients and customers, too. Use a simple platform like MailChimp to put a mailing list sign-up form on your website. Feeling overwhelmed by the technical stuff? Hire a geek on Fiverr or Elance to do it for you. It’s well worth the (minimal) cost.

4. You have a FREE offering, a treat, a surprise, or something for people to enjoy.

It doesn’t matter if you’re a psychologist, a dog trainer, a painter or a politician. Give your new website visitors SOMETHING to read, watch, listen to, think about, or peruse. Give them a reason to stay, explore, and get to know you and your work a bit better. If you don’t have anything for people to dig into to, they won’t stick around for long.

Again, to use the cake shop metaphor, that’s like throwing a grand opening party… and then forgetting to serve up the treats.

Creating an opt-in offer

Creating an opt-in offer
Photo by A. Pagliaricci

5. You have a PAID offering, product, service or book for people to enjoy. (And it’s easy to find.)

The whole point of getting featured in the media is to inspire your audience, make an impact… and, of course, make some money!

If your current products and services are completely confusing, tricky to purchase, poorly described, or buried deep in the belly of your website where they’re nearly impossible to find, that’s a problem.

6. You have a bio — or About page — that shows your credentials — but also reflects your natural voice and personality.

Many business owners agonize over writing a bio, but it doesn’t have to be a dreadful experience. To take some of the pressure off, remember that your bio doesn’t have to say EVERYTHING about you. It just has to share enough information to make your reader feel intrigued and excited about your work. Think: “Coming Attractions.” Not: “Feature Presentation.”

How to write a bio

How to write a bio
Photo by Sinéad McKeown

So… how’d you do?

If you passed this pre-media checklist with flying colors, congratulations! Pitching the media will be a smart use of your time, because you’ve already laid the groundwork in advance.

You’re ready to welcome new, curious customers into your website, or blog, or wherever you do business. You’re ready to entertain them, inspire them, and of course… sell your work!

If you didn’t do so hot on this checklist, don’t despair.

Help is on the way. 🙂

Starting in January 2015, I’m swinging open the doors to The Sell Yourself Without Selling Your Soul™ Membership Club.

Inside this club, you’ll learn how to get booked in the media, but also — and more importantly — how to prepare for your time in the media so that your hard work pays off.

Everything listed in the checklist, above? We’re covering that. And so much more.

The club is just $25 a month.

Because learning how to bring your products, your services and your message to a bigger audience shouldn’t come with a 5-digit price tag.

You can register now and stay as long as you like.

The club is ongoing, and there is absolutely no penalty if you choose to end your membership.

And be sure to check out the charter membership as that will go away before we start.

Learn more and sign up here.

See you in the clubhouse.