The Publicity Hound’s
Tips of the Week
Issue #456 June 23, 2009
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.PublicityHound.com
http://www.publicityhound.net/ (Blog)
http://www.PublicityArticles.net (Ezine Archives)
Circulation: 39,405
==========================================
“Tips, Tricks and Tools for Free Publicity”
Receive this ezine direct to your desktop
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===============================
In This Issue
===============================
1. Would You Embarrass the Host?
2. Gift Guides Stress Value
3. Write a Book in a Weekend
4. Brag About Publicity on Facebook
5. Promoting a Book on Marketing
6. Help This Hound
7. Hound Joke of the Week
8. And at My Blog…
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1. Would You Embarrass the Host?
=====================================
What would you do if this happened to you?
You and your business partner take turns appearing as guest
experts on a weekly TV talk show in your community. The
interviewer, one of the best in the business, has been
interviewing you and your partner for several months, so he knows
you fairly well.
During one segment, which is broadcast live, he accidentally
calls you by your partner’s first name. Would you correct him on
camera and risk embarrassing him in front of thousands of
viewers?
Be honest. Would you? Should you?
A reader called to tell me that’s exactly what happened to her
recently when she was being interviewed. She gently corrected the
host without making a big deal out of it.
After the show, he was furious–not at her, but at the producer
who put the wrong name on the teleprompter.
The woman asked me if she did the right thing, even though she
embarrassed him. I said I thought that what she did was fine.
But I wanted a second opinion and forwarded the question to
Connie Dieken, a Cleveland TV personality and media coach.
Connie said:
“Your reader was right to offer a gentle correction. Here’s why.
A guest’s primary responsibility is to the television audience,
not the host. The host is the conduit to the audience.
“I know how embarrassing it can be for a TV host to use the wrong
name. But it’s a shame that the host lashed out at the producer
for writing the wrong name on his script. Producers have a lot
on their plates–they’re under pressure writing and organizing
loads of reports as well as making sure their shows start and
stop on time.
“Bottom line, the host was livid because he was embarrassed and
had to take the blame publicly. It’s the reverse of the famous
Broadcast News movie scene where the producer (Holly Hunter)
spoon-fed the anchor (William Hurt) with intelligent remarks and
made him look good. It goes both ways.
“Your reader made the right call with a calm correction of
her name. Kudos for having the grace to do it politely.”
Connie gives more great advice on how to act–and react–when
you’re the guest on a TV talk show. When I interviewed her on
“How to be a TV Talk Show Host’s Dream Date,” she offered sage
advice to guest experts who must handle difficult questions from
TV interviewers, look cool under the hot studio lights, and give
such a sterling performance that when the interview ends, the
producer invites them back.
Read more about what we discussed at http://budurl.com/lbvr
=====================================
2. Gift Guides Stress Value
=====================================
If you sell a consumer product or service that would make an
ideal gift, you should be trying to generate publicity in holiday
gift guides, even though the economy stinks.
Gift guides are special sections in newspapers and magazines,
and special features on TV and radio, devoted specifically to
holiday gift giving.
Between now and December, journalists and broadcasters will be
looking for press kits about products and services tied to three
angles:
–If the gift you sell costs under $50, or even under $25, you
have a golden opportunity to play up that pricing because of the
bad economy. Even if the media aren’t looking for strict price
guidelines, a pitch that highlights the value of your product
will catch their eye. Most luxury-oriented media outlets are
mentioning value for price. AARP, Real Simple, and Good
Housekeeping are just a few magazines that are looking for low
price gifts this season.
–If your brand is involved with a charitable group, say so when
you pitch. Economic downturns hit charitable organizations hard,
and the media want to know about companies that are still giving
back to society. Self, Family Circle and Seventeen magazines are
all looking for gifts that have a charitable component. Readers
feel good about supporting these products and appreciate hearing
about them.
–During a period of high unemployment, you have ample
opportunity to pitch regional publications if you keep your
manufacturing on-shore.
The trick is finding these media outlets. You can make hundreds
of phone calls and spend weeks researching on the Internet. Or
you can subscribe to The Gift List, which features contact
information, pitching tips and background on hundreds of media
outlets.
Each journalist profile is packed with details on which consumer
products they cover, what interests them the most, how they like
to hear about new products, specifications for sending photos,
whether they welcome press kits for your books, and more.
The Gift List will knock 15 percent off the subscription price if
you subscribe by June 30 using this link:
http://www.giftlistmedia.com/?link=ph
Many national magazines work six months ahead of the publication
date and they’re reviewing pitches right now. So get going, or
lose out.
=====================================
3. Write a Book in a Weekend
=====================================
If you’re thinking of writing a book to promote your expertise,
do you dread having to devote your entire vacation, and precious
time away from your family, to write the first draft?
If so, you’re one of the lucky ones. Some authors quit their
full-time jobs and take sabbaticals so they can spend years
writing and rewriting.
Ann McIndoo, the former creative assistant to motivational
speaker Tony Robbins, has developed a system for writing the
first draft of a non-fiction book in just one weekend–a fraction
of the time it takes most authors.
She has helped 238 authors write their books in just three days,
thanks to time-saving shortcuts.
Her system works best for authors who are writing non-fiction
books on topics they know well, particularly how-to, leadership,
business, self-help and autobiographies.
Ann will explain her system during a free telephone seminar with
Steve Harrison at 2 and 7 p.m. Eastern Time on Thursday, June 25.
Register at http://www.WriteYourBookInAWeekend.com/call/?10011
If the times are inconvenient, recruit someone to listen and take
notes for you.
========================================
4. Brag About Publicity on Facebook
========================================
When you score publicity in traditional media outlets or
online, be sure to let your Facebook Friends and Fans know.
–Post a Note to your Fan Page and link to the online video or
radio interview. But go one step further. Ask your Fans to
critique your performance.
–If you’re included in an article that appeared online, link to
it.
–Excerpt tips you’ve offered to newspapers and magazines and
tell your Friends and Fans where they can find the article
online.
–Has a blogger written about you? Link to the post, and
encourage your Facebook Friends and Fans to comment at the blog.
–Share with your Friends and Fans what it was like to be
interviewed by the media. How did you prepare for difficult
questions? Did you take advantage of media training before
appearing on a TV show? What little extras did you include in
your pitch that tipped the scales in your favor?
–Don’t forget about Internet radio shows. Let your Friends and
Fans know how to find the archives.
Do you know the difference between Facebook Friends and Fans? Do
you know where on Facebook you can and can’t promote? Do you know
about other social media sites that let you sync your Facebook
account with theirs so you can save valuable time and recycle
content?
If not, “11 Ways to Avoid Missed Opportunities on Facebook”
explains how. The audio and electronic transcript of the
teleseminar I hosted several weeks ago is now available. They
discuss common errors that newbies and others make when they
don’t understand all the ways to build a huge following on
Facebook.
Read more about how to use Facebook at http://budurl.com/jfgw
=====================================
5. Promoting a Book on Marketing
=====================================
This week, five Publicity Hounds have tips for Judith Sherven and
Jim Sniechowski, of Las Vegas, Nev., on how to market their new
book “The Heart of Marketing: Love Your Customers and They
Will Love You Back.”
From Marcia Yudkin:
“The website for your book does not contain a way to contact you.
Therefore, it is impossible for someone who sees the publicity
you are generating to contact you with just a click. During your
publicity efforts, you should always make it possible for one
publicity effort to build from another, which requires providing
contact information to allow that to happen.”
From Shel Horowitz:
“This is a perfect book for partnership marketing (something I
know Judith and Jim are already skilled at). Find newsletter
editors already reaching the audience of soft-sell marketers,
ethical marketers, green marketers, etc. Run an excerpt or an
interview or make a special offer to their readers”
From Donna Cook:
Blogs, Facebook, Twitter, MySpace, go for it (if you haven’t
already).
The Publicity Hound says:
Does your Facebook profile include a Fan Page for the book? Have
you joined marketing Groups on Facebook? Are you “dripping” out
your tips on Twitter? Are you creating short videos on soft-sell
marketing and uploading them to the video-sharing sites? Are you
writing book review for other books on marketing? If not, you’re
missing opportunities galore to market your book on your
competitors’ Amazon pages. Randy Gilbert and Don Mitchell show
you how. Read more about it at http://budurl.com/xcf6
Read all the responses to last week’s Help This Hound question at
http://budurl.com/zr4t
Send your own Help this Hound question to:
mailto:JStewart@PublicityHound.com?subject=HelpThisHound and
include your city and state.
===============================
6. Help This Hound
===============================
Jeanette Simpson of Lakewood Ranch, Fla., writes:
“I have just published my first book, From Interior Design Intern
to Employee: How to be a ‘Keeper’ (Including Tips from Those Who
Hire).
“It’s written specifically to help interior design interns
transition from college to career.
“Aside from social networking, contacting university design
departments and all vendors, reps, designers and architects I
know, how can I reach my target audience–college students?
The Publicity Hound says:
Targeting a niche is often much easier than targeting a more
general group. I’m sure Jeanette would also love to hear ideas
from my Hounds on what she can do at the social networking sites
to catch the attention of college students studying interior
design.
Hounds with marketing ideas for her book can post them to my blog
at http://budurl.com/cahj
================================
7. Hound Joke of the Week
================================
Thanks to Publicity Hound Sophie Wajsman of Melbourne, Australia
for this one:
If a fire hydrant has H2O inside, what does it have outside?
Answer: K9P
=================================
8. And at My Blog…
=================================
Squidoo to limit number of outbound links to the same domain
http://budurl.com/jedx
20 social media tips point to four common mistakes
http://budurl.com/twq5
DOG JOKES & QUOTES EBOOK: 170+ G-rated dog jokes and quotes,
perfect for a dog-lover, your favorite vet, or just for a few
good laughs.
BONUS: Buy the ebook and you also get a compilation of the 50
best websites for dog humor.
http://www.publicityhound.com/dogjokebook/
————————————
Where to See & Hear The Publicity Hound:
Follow me on Twitter:
http://www.twitter.com/PublicityHound
Friend me on Facebook:
http://www.facebook.com/joanstewart
Connect with me on LinkedIn (and tell me how we know each other):
http://www.linkedin.com/in/publicityhound
Permission to Reprint:
You may reprint any items from “The Publicity Hound’s Tips of the
Week” in your print or electronic newsletter. But please include
the following paragraph:
Reprinted from “The Publicity Hound’s Tips of the Week,” an ezine
featuring tips, tricks and tools for generating free publicity.
Subscribe at http://www.publicityhound.com/ and receive by email
the handy cheat sheet “89 Reasons to Send a Press Release.”
If you like these tips, please pass them on to your friends,
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================================================
Joan Stewart
a.k.a. The Publicity Hound
3434 County KK
Port Washington, WI 53074
USA
Phone: 262-284-7451 (Central) Fax: 262-284-1737
The Publicity Hound’s
Tips of the Week
Issue #433 Jan. 14, 2009
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.PublicityHound.com
http://www.publicityhound.net/ (Blog)
Circulation: 43,767
==========================================
“Tips, Tricks and Tools for Free Publicity”
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Please forward this ezine to anyone you know who needs free
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Attention bloggers, or those who are just creating a blog. Learn
proven tips on how to drive thousands more visitors to your blog,
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================================
In This Issue
================================
1. It’s Not About You
2. The Power of Surveys
3. Sell Books by the Truckload
4. Create Your Own Holiday
5. Promoting a Book on Marriage
6. Help This Hound
7. Hound Quote of the Week
8. And at My Blog…
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1. It’s Not About You
===================================
Trusting the wrong doctor almost killed motivational speaker
Edward Leigh of Cleveland, Ohio.
In 1997, at age 39, Edward started having abdominal pains. His
doctor prescribed Pepto-Bismol. The doctor then performed a
sigmoidoscopy, which came back normal.
During the next two and a half years, his condition worsened and
included nausea, dizziness and rectal bleeding. His doctor
recommended that Edward continue with over-the-counter
medication.
When his symptoms became so severe that he collapsed on the
bathroom floor, he sought help from another doctor who ordered a
colonoscopy. The diagnosis: Stage III Colon Cancer.
The initial test he had, a sigmoidoscopy, is a partial colon exam
that views only the left portion of the colon. The complete colon
exam, the colonoscopy, found his right-sided tumor.
After his surgery and chemotherapy, Edward joined the Colon
Cancer Alliance and later joined a colon cancer listserv via the
Association of Cancer Online Resources.
In March 2000, when “Today” show host Katie Couric was creating
her series called “Confronting Colon Cancer” following the death of
her husband from that disease, Katie’s producer contacted the
Colon Cancer Alliance seeking people who had been diagnosed
and survived.
Edward stepped forward.
“The producer interviewed me, checked back with Katie who was
the decision maker, and she said ‘Bring him to New York.’ A week
later, we did the taping and I was part of Katie’s week-long series
that won a Peabody Award.”
From there, the publicity snowballed to include:
–An appearance on “Mystery Diagnosis” on the Discovery Health
Channel which is now being repeated on the Learning Channel.
–An interview with Montel Williams in March last year. You can see
it at http://tinyurl.com/9xsvy3
–Numerous requests for speaking engagements and consulting for
the health care industry. Today, Edward teaches doctors how to
communicate better with their patients. He also helps patients
become their own health care advocates.
He said he uses many of the tips he reads in this newsletter to
pitch media large and small. Even though he has a compelling
story to tell, he follows his own advice when pitching.
“Don’t be focused on your own agenda. You have to be focused on
your topic and the media outlet’s audience when you’re talking to a
producer. It’s not all about you. If you make it all about you, that’s a
death sentence as far as the media is concerned.”
Ditto when the cameras are rolling. TV talk show host Connie
Dieken, who also hails from Cleveland, says that if you’re bombing
on the air, producers will cut the interview short and hustle you out
of the studio–pronto–before you can do any more damage.
But why take that chance?
Know exactly how to endear yourself to the host and the producers
and get invited back. Connie explained how when she was my
guest during a teleseminar on “How to be a TV Talk Show Host’s
Dream Date.” It’s available as a CD or an electronic transcript that
you can download and be reading as soon as your order has been
approved.
Read more about what you’ll learn at http://tinyurl.com/3z7ut
Edward, by the way, says he’ll be glad to answer colon questions
from Publicity Hounds if you contact him at
mailto:Edward@EdwardLeigh.com
===================================
2. The Power of Surveys
===================================
If knowledge is power, then surveys are like a giant jackhammer in
your marketing toolbox.
You can take a fun, controversial or timely survey and report results
to the media and to consumers.
Or, you can do what I’m doing and survey your customers to see
what else they need from you that you’re not currently providing.
That survey should be ready for you in a few weeks, and I’ll even
reward you with some cool stuff to encourage you to complete it.
Business consultant Paul Lemberg says too many business
owners are obsessed with chasing down new leads when they
should be spending some of that time also figuring out how to sell
more products and services to their existing customers. That’s one
of his five formulas for any business that wants to double its
business this year: sell more stuff to the same people.
During last week’s teleseminar on “5 Ways to Double Your
Business in 2009,” Paul explained that you don’t need an elaborate
survey like the one I’m creating. Instead, one phone call to just one
customer can result in valuable information that can lead to new
products and services.
In fact, he suggests just one short question and he tells you
exactly how to word it. About 200 people joined us on last week’s
call and heard Paul’s other valuable advice on how to raise prices in
a meltdown economy, one task to do at the beginning of every day
that will make your business soar, and a really clever way to reward
your customers for bringing you new leads, without breaking the
bank.
You can read more about his tips and listen to the replay at my
blog at http://tinyurl.com/9fzrq9
Paul’s Formula Five series of videos and checklists will be available
soon from Stompernet at http://tinyurl.com/a6j4pw where you’ll find
an entire series of videos on this program, and dozens of take-away
tips you can start using today.
========================================
3. Sell Books by the Truckload
========================================
Too many authors try to sell books the hard way. They look for
10,000 customers so they can sell 10,000 books.
It’s sometimes a lot easier to sell all those books–or even 100,000
books–to only one customer.
How? By searching for companies that typically buy books in mass
quantity and give them away as free “premium incentives” to
encourage people to buy their products. Many of these same
companies:
–Give away the books as thank-you gifts to people who buy other
products and services.
–Use the book to thank members or subscribers who renew.
–Rely on the book to help train their employees.
Matthew Bennett has used this simple strategy as an unknown,
self-published author to sell more than 5 million books.
He has written books on health, pets, fitness and inspiration and
then sold them in quantity to companies like Disney, Reebok,
NBC, Abbot Labs, Pfizer, US Healthplans and Subway.
Steve Harrison is hosting a free one-hour teleseminar with Matthew
on Thursday, Jan. 15, at your choice of two times. If you cannot
make either call, find someone who can listen and take notes for
you.
Matthew will share his tips on how he sold more than 80,000
copies of an inspirational book in just one phone conversation.
He’ll also explain how you can tie in with major charities like the
March of Dimes and the American Heart Association to sell
truckloads of books and raise hundreds of thousands of dollars for
charity. You’ll also learn the three things you absolutely must arm
yourself with before ever pitching your book.
Like most free teleseminars, Steve is hoping that after you listen to
the call, you’ll buy their consulting services to learn how to do this
in detail. So just sit back, relax and listen.
Click here to continue reading about what you’ll learn and to sign
up: http://www.freepublicity.com/mattbennett/?10011
=======================================
4. Create Your Own Holiday
=======================================
If you haven’t created your own holiday, or your own day, week or
month of the year, you’re missing out on the chance to generate
tons of print, broadcast and online publicity.
Take a look at some of the cool holidays that members of the
National Speakers Association have created. I found this list in the
current issue of NSA’s Speaker magazine:
–Steve Hughes created “Be Kind to Lawyers Day” the second
Tuesday in April.
–Laura Stack created “National Leave the Office Earlier Day” on
June 2 to promote her book, Leave the Office Earlier. It coincides
with her birthday. Problem is, so many media outlets want to
interview her that she ends up working 12 hours on her birthday just
to accommodate them all.
–Publicity Hound Michelle Nichols created a wildly successful
nationwide campaign to promote National Hug Your Kids Day, the
third Monday in July. She convinced Clear Channel Outdoor to
donate 135 digital billboards, eight Gannett newspapers to run
“Citymoms.com” contests, and three Major League baseball teams
to announce it on their Jumbotrons.
–Publicity Hound Carol Copeland has christened June as Student
Safety Month.
–Marilee Driscoll has designated October Long-Term Care Planning
Month.
What are you waiting for? Now, it’s your turn.
If you’re on LinkedIn, you can use that popular social networking
site to actually promote your holiday, just like Michelle Nichols did.
Scott Allen, an expert on LinkedIn, critiqued Michelle’s LinkedIn
campaign and made several suggestions which she used.
They resulted in instant feedback from the LinkedIn community
within only 48 hours.
Scott explained her campaign when he was my guest during a
teleseminar on “How to Use LinkedIn to Promote Anything–
Ethically & Powerfully.” It’s available as electronic transcripts and
your choice of MP3s or CDs. Read more about how to launch a
publicity campaign on the world’s largest business networking site
at http://tinyurl.com/5zvzyd
==========================================
5. Promoting a Book on Marriage
==========================================
This week, 11 Publicity Hounds have tips for Sheryl P. Kurland of
Orlando, FL, author of Everlasting Matrimony: Pearls of Wisdom
from Couples Married 50 Years or More. She needs new ideas to
stimulate sales of the book in time for Valentine’s Day.
From Lisa Lockwood:
“Announce your book in a press release on PR Web. I’m self-
published and landed a spot on The Big Idea with Donny Deutsch
just by announcing that I was launching my book tour.”
From Cheryl Pickett:
“I suggest you check out the book The Daughter-in-Law Rules at
http://www.thedilrules.com. Author Sally Shields lists some of the
publicity success she’s had with her self-published book, and you
share a similar audience. I also know she’d be willing to share more
help if you contacted her.”
From Bonnie Lowe:
“Can you jump on the ‘bad economy’ bandwagon? Are there any
stories in your book that might show readers how to be romantic
without spending much money? Could you do a press release on
‘How to spend less on your Valentine without looking cheap’ or
something like that, and tie it into your book?”
The Publicity Hound says:
Sheryl, if you could round up a few couples who would be willing to
be interviewed, this would make a great segment for National Public
Radio. Go to the NPR site at http://www.npr.org and use the search
box at the top of the screen to search for words like “marriage” and
“matrimony” and see what you find. You can listen to many of the
shows in the archives before you pitch the producers.
But before you do, follow Lissa Warren’s tips on how to navigate the
NPR labyrinth because it can get confusing. Lissa, a book
publicist, has successfully pitched dozens of her clients to NPR,
and she shared all her secrets during a teleseminar I conducted
with her on “How to Get Booked on National Public Radio.”
It’s available as a CD or an electronic transcript that you can
download and be reading as soon as your order has been approved.
Read more about what you need to get onto NPR at
http://tinyurl.com/ayms6
Read all the responses to this week’s Help This Hound question
http://tinyurl.com/832mpk
Send your own Help this Hound question to:
mailto:JStewart@PublicityHound.com
and include your city and state.
==================================
6. Help This Hound
==================================
Pegine Echevarria of Jacksonville, Fla. writes:
“I am launching a licensed training program called ‘White Guys Are
Diverse Too!’
“I want to capture the interest of corporate and government chief
diversity offers, chief learning officers and senior leadership of large
corporations who can purchase this program to spread the word to
their employees.
“The topic is controversial. In large organizations, Diversity and
Inclusion (D&I) programs are part of everyone’s training.
However, white guys tend to walk out of D&I programs thinking they
are excluded and not valued for the unique individualized impact
that they bring.
“‘White Guys Are Diverse Too!’ celebrates the diversity among white
guys, the value they bring to their organizations and teams along
with how managers can engage, motivate and inspire their white
male team members.
“I need ideas, help to get the word out that ‘White Guys are Diverse
Too!’ The website at http://www.WhiteGuysAreDiverse.com
offers a no-obligation special report. Can you give me some no
cost/low cost ideas?
P.S. I’ve spent my life savings on this product. It has to reach the
masses.
The Publicity Hound says:
See the fabulous movie “Gran Torino” in which Clint Eastwood
plays the racist Walt Kowalski, a tough, gruff, crotchety old man
who hates everybody who isn’t white–or at least thinks he does.
Start writing press releases and articles and using the social
networking sites to write about “What Would Walt Kowalski Do?”
and then tie it into your training. Piggybacking off celebrities and
red-hot movies (this one is a contender for several Oscars) is a
fabulous way to pull in traffic from the search engines.
My “Special Report #50: How to Piggyback onto Celebrity News to
Promote Your Product, Service, Cause or Issue” gives you lots
more ideas. Only $10. Order at http://tinyurl.com/gy6bd
Hounds with other ideas for Pegine can post them to my blog at
http://tinyurl.com/829jv3
==================================
7. Hound Quote of the Week
==================================
“I know that dogs are pack animals, but it is difficult to imagine a
pack of standard poodles…and if there was such a thing as a pack
of standard poodles, where would they rove to?
Bloomingdale’s?
–Yvonne Clifford, American actress
DOG JOKES & QUOTES EBOOK: 170+ G-rated dog jokes and
quotes, perfect for a dog-lover, your favorite vet, or just for a few
good laughs.
BONUS: Buy the ebook and you also get a compilation of the 50
best websites for dog humor.
http://www.publicityhound.com/dogjokebook/
===================================
8. And at My Blog…
===================================
Why lowering your prices can ruin your business
http://tinyurl.com/9fzrq9
————————————–
WHERE TO SEE AND HEAR THE PUBLICITY HOUND:
Wednesday, Jan. 21–Teleseminar
Join me for the third annual smARTist telesummit where
photographers, jewelers, potters, painters, metalworkers,
woodworkers and other artists will learn all the secrets for growing
their art business. I’m presenting a session on how to use social
networking, from 2 to 2:45 Eastern Time on Wednesday, Jan. 21.
Register for the telesummit at http://tinyurl.com/5axy3x
Monday, Jan. 26–Teleseminar
“Boost Your Biz with a Blog,” from 4 to 5 p.m. Eastern on Monday,
Jan. 26. Denise Wakeman and Patsi Krakoff, aka The Blog Squad,
will explain how to draw more traffic and boost more sales from a
blog. You’ll also learn about the biggest mistakes bloggers make
and how they sabotage their own success. Register at
http://www.blogsquadteleseminars.com/joan/
PERMISSION TO REPRINT:
You may reprint any items from “The Publicity Hound’s Tips of the
Week” in your print or electronic newsletter. But please include the
following paragraph:
Reprinted from “The Publicity Hound’s Tips of the Week,” an ezine
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