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Monthly Archives / February 2014

  • Feb 28 / 2014
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Get the Media to Do Your Marketing for You P4

The ultimate outcome maybe that you want more foot traffic, more clients, more patients who come in and work with you. So, if they go to your website, and they see these media articles or they see you talking on some interview somewhere about something that you do and your passion for what you do, they’re going to get it. So, nowadays, it really goes back to what you put on your website which is often your big piece of marketing that is out there for people. It always enhances it. So, I think media is a huge part of it.

Knowing that you want more business, deciding for the interview. I’m really not being loose to say let’s start with our goals.  This is very, very important to start and know what your end goal is when you do interviews. So, if you say, “I want more business,” then, you think, “What do I have to say in an interview that would excite people and help me drive business? What would this be like if it were on my website? How could this stand alone after the interview as a marketing piece?”

You know, honestly, most people are not going to see, hear, or read about you when the article or show comes out. When I showed you that Daily Show piece, while a number of people see it the day of because I was sending out through Facebook and social media that said to tune in, a lot of people saw it on my website or Googled it or one of those things and said, “Wow, look at that.” They were impressed, but I had to think what was the end goal? The end goal is I wanted it to add credibility.

To achieve actual results, we must plan accordingly. So, whatever it is that you want, you really have to plan.  Look, TIME’s person of the year.  You can really do interviews, and as long as you’re thinking that that particular year it was the internet. You are the person who’s doing it. We can all do it ourselves. Taking these interviews, being very strategic with who you send it, and how you put it on your website, maybe only taking a piece of it an interview.  Maybe you didn’t like most of it.

I had one where I was mentioned. In the same week, I was mentioned three times in the Washington Post, and one of the times, the person was upset about something I said, which is actually a good thing. I’ll give you the full story later, but they started by saying, “Jess Todtfeld is a media expert, and I don’t like the e-mail he sent out because…” From now on, I can always say, “Jess Todtfeld is a media expert.” So, don’t underestimate the power.

 

Danny Bobrow:

When you mean attributed to them just to make sure the point isn’t lost, Jess, it was in writing, you can honestly state that that publication has referred to you as a media expert.

 

Jess Todtfeld:

Yes, and I use it in all my marketing materials. I use it in speeches if someone is introducing me. I’m not sure if you mentioned it today, if I had given it to you, but it’s something that everyone who’s listening right now could put on the top of their website, and you want to push for those things. You can be strategic in your pitch e-mail. It used to be that you needed all these pitch materials. Now, it’s just an e-mail, but if you get somebody along the way to call you let’s say, “Jacksonville’s premier doctor” or “premier dentist”. If somebody called you that and you can find somebody who can just say it, then, you can start putting it in your press materials.

This is similar to what happened with Michael Jackson. Not everybody remembers this, but he came out one day and said, “From now on, I’m going to called the king of pop,” and they did it. They just plain did it, and this could the attention at that time of Howard Stern who said, “From now on, you are all to call me the king of media.” He held a press conference and people laughed and said, “What an idiot. I can’t believe he’s doing this.” He said, “All of you will forget this press conference, and eventually, you will just call me that,” and he was right. That’s exactly what they did, and at least 20 years later, they’re still doing it.

So, let’s customize what we are doing today. So, all of you who are tuning in right now, I want you to take a blank piece of paper because this is customizing your story. I want you to think about that topic that you can talk about. What excites you? What are you passionate about? What is something that is not being talked about?

When I was at the AOSH scientific conference, I loved that one of the speakers got on stage and was talking about pH balance in your mouth. So, I would say the story, if I were pitching in the media would be, “Is your mouth pH balanced?” I never thought about that, and it plays into the whole pop culture reference of that commercial about men and women and pH balance and whatever that underarm deodorant was.

Here are some possible topics for those who are listening right now and saying, “I don’t know.” I really encourage you to write down the topic because I want you to walk away with something you can use. So, it could be “5 Ways to Get Whiter Teeth”. I know about the Zoom. I did it about 5 or 6 years ago, and it’s still great.  I’m excited about that, but there are many different techniques.  Some of them are terrible. So, you could have some fun with it, too. You could mention one or two to avoid, and you can mention five great ones.  You could do that.  Obviously pick something that works with your practice.

“Why Fixing Your Teeth Just Might Get You That Next Big Job”. So, again, these are jumping off points meaning the interviewer says, “That’s pretty interesting,” and says, “Well, I’ve been writing about the economy. Great. Let’s talk about this. One local dentist says it could be the thing that gets you the next big job,” and you’re talking about the importance of this and even a few things that people are doing in your office. It’ll hopefully drive more business, and it sounds kind of interesting.

“Five Ways to Become More Kissable”. That sounds like a good Valentine’s Day angle. Now, notice I didn’t mention something that you use to help people who have terrible. Now, you may have something that you use or recommend or a list of things the people need to do if they have bad breath. So, phrase it in a way like this like five ways to become more kissable makes it exciting.

 

Danny Bobrow:

So, you’re saying, in general, take the positive as opposed to the negative road in both cases because I know fear can be an appeal also?

 

Jess Todtfeld:

You know, just me, personally, it’s the way I tend to go to most of the time. I tend to go to the positive, but let’s do the negative. You’re absolutely right. Fear is a great motivator, and fear is something that plays into advertising and marketing. So, if I said, “Five things that you must change or your teeth will start falling out soon,” I would stop and read that article. Wouldn’t you? If I don’t change these things maybe I’m doing something wrong.  Maybe I’m drinking 3 gallons of Coca Cola every day, and that’s not a good thing.

I would imagine, but maybe there are other things that people are doing like sipping all day long, sipping this, sipping that is affecting their pH balance. So, taking a topic like that leads us into this great discussion, but you’re doing the work that the media needs help with.  As you soon as you wave that little cat toy in front of them like saying, “Five ways to become more kissable,” they say, “I get it. That’s the story. It’s fun. It’s exciting. He’s a doctor. He has something to offer. Let’s do it.”

“Why Obama Care is…” I mentioned that earlier, what your take is on that. Let’s do “The Secret to Living Longer”. So, the secret to living longer, you can talk about the whole oral systemic connection, and that is framed now as living longer. So, I want you to either take either one of these and take something else that you talk about, and I want you to write as a snazzy headline.  I want it to be typed. You can do the number angle, but ideally, in the last couple of minutes, everybody who was listening in was able to at least write a topic or a few topics as a headline because that’s very important. So, we at least did that.

Alright. Here comes the next step for messaging. So, what is a media message? Well, a message, in general, is anything that comes out of your mouth.  A media message is the thing that should be in the interview.  So, if I were to do an interview today on media training and here comes a few messages. One is you need to get your pitch down. You need to be thinking about the delivery or the sound of your voice.  “My dog ran away today, and I twisted my ankle.”

Now, the first few were great as media messages, those last two not so much, and I said jokingly, “But people go off into conversations about how they enjoy boating and golf and this one.” I’ve seen it happen over and over, and what happens is they muddle the interview. It takes precious time, and you’re losing an enormous opportunity. You want to stay on message, and you want to stay talking about what you want to talk about, being strategic thinking about what’s going to be on the interview and what you want to see on your website to clarify.

We’re thinking about this in reverse. So, here’s the technique. As you see on the screen, I use these with big CEOs, UN officials. Here’s how it works:  You write down for seven minutes on a sheet of paper everything that you wish you could say in that interview, the answers not the questions. I’ll pause and let that sink in for a second.  Notice, that’s a technique by the way. So, you’re going to take seven minutes, and you’re going to write the answers not the questions, the answers that you wish you could deliver.

So, here’s what happens when I do this:  People are writing down. So, you know your topic. If the interviewer had said to you, “Danny, I’m too lazy to ask you those good questions. How about I just let you talk, and you say whatever you want. We’ll just run it.” What would you do with that opportunity? I’d say that’s a good opportunity because they start writing and they write and write and write for seven minutes. They stop, and they look at this huge sheet of answers. They say, “Holy cow. If I said half of these things, it would be an enormous thing.” That’s half of the messaging system as I call it.

  • Feb 21 / 2014
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Get the Media to Do Your Marketing for You P3

Now, going to back to the internet. YouTube, and I know I showed you some real tough stories, medical people. There were a handful of people who were doing a good job, who were putting the right stories out there, but I want more people who are putting the right stories up there and being able to get the job done.  When I say getting the media to do your marketing for you, obviously you have to do something. You just can’t sit there quietly, but I want to make it as easy as possible so it feels that way.

What I mean is you pick a story, and literally, in five minutes, you write up an e-mail the way I’ll show you.  You hit send. So, you have to have these names and e-mails all set to go in whatever system that you have, and you need to do it where it says, “Hi, first names,” meaning, “Hi, Danny,” if I was sending it to Danny. You can do that through Outlook Mail Merge. You can do it through some of the other systems that are out there. I like something called Zorb Mailing List Provider, but a lot of people use Constant Contact.  Similar type thing, but you can plug things in there. A lot of those even have tracking which is nice so you know who opened it.

Essentially the “Five Efforts…” set-up, and you can have an assistant or someone who works with you or if you have a team manager at home. They can set that stuff up for you very easily. Then, you can quickly send something out. So, Danny mentioned the Guinness record campaign that I ran, and I want to tell you exactly what it means to you and what you can do.

So, basically, I have this book coming out, and it was basically about the other area of my business which relates to speech training and public presentation training. You’d think that that does not sound exciting to media people. Hey, you want to do a story on speaking or public speakers? No, it doesn’t sound that exciting. So, what we did was, and I had a co-author and a friend who just said, “Hey, you’re the media guy. You better do this thing bigger than anybody else.” This is how this thing came about.

I said, “Okay. What are you suggesting here?” He said, “What about something Guinness record big?” I laughed and I said, “I didn’t even know if there’s a record in this category,” and sure enough, it turns out there was. it was on radio because that is an easy way to do many interviews, and the old record was 72 interviews. So, we said, “Let’s come up with a plan,” and essentially, the plan that we used for this is the structure of what I’m going to show you when I talk about reaching out to media.

So, we compiled the list, and here comes the secret. The biggest secret was we reached out to radio stations but not just any old person who’s a producer or segment producer or these are some of the titles.  I put together a list of some of the program directors. So, here was my experience when I was a TV producer. If the president of the network got a pitch then nobody would think, “Why would somebody send a pitch to the president of the network?” Well, they did, but if they got a pitch, and the president of the network opened his e-mail, which he did, he would read it. At various times, it would work on a morning show in some of the cable news networks.

They’d hit forward. They’d send it to our executive producer, and he said, “Hey, maybe you want to do this on the show.” The executive producer would print it out, and the word maybe usually was dropped.  It was, “The president of the network sent this to me. Maybe you want to do this,” meaning you better do this.

Now, I know and by the way I did a test on this to see if it really meant this was the case.  I once found just a ridiculous pitch that was terrible. It came to me in the mail. I put a post-it and wrote, “Maybe you want to do this,” and wrote Roger, which was the name of the president. I put it on my executive producer’s desk, and I literally saw him walk over, see it, and go, “Ah.” He walked over to me and said, “Hey, Jess. Can you book this,” and that was just because they figured the boss said yes.  So, the list I put together was program directors.

So, get that to the program director. You send it out and say, “Here are a bunch of different story topic ideas that may work for your show. Would this work for one of your shows?” I’ll show you some of those e-mails as we continue. They forwarded it on to their show runners and some of their hosts, and like magic, they called us and said, “Hey, I got this thing from my boss. Yeah, do you want to be on?” So, they may not have wanted to do it right away, but, of course, I tried to do a great job and make it fun and exciting.  We had many different angles on it. There was a political angle. There was pop culture angles.  There was about fear of speaking. All different angles, they could choose the one that they wanted, and it worked out well.

Okay, myths. I wanted to talk about a couple of myths here so that we can get it out of the way, we can clear the gunk. One big myth is that you have to be famous to get in front of the media. Jess, I’m not famous. They don’t know who I am. They already have their on-air person or their doctor. Well, you can easily become their go-to person as long as you have something interesting to say. When I worked at ABC, NBC, and Fox, we didn’t care as long as you had something of value.

Here’s another myth, that you have to fit a certain media mold. So, some of you out there may say, “I have something good to offer, but I don’t have the right face.” Actually, the dermatologist who I talked to in the last week, he literally said out loud, “I’m a boring guy.” I said, “You don’t want to be saying that. Obviously, you have something interesting to add to the equation because we just spent an hour talking about a lot of it. So, stop saying that. We create our own limits. Don’t make this one of them,” and he said, “Oh, alright.”

Again, it’s all about putting it in that little headline, thinking about how to type it up and make it into a headline. So, you don’t have to type it up and make it into a story. So, you don’t have to fit in a certain media mold. You don’t have to have the certain type of face or look. You have to have something great to add to the equation.

Another myth. Interviews are scary.  Well, when I do my speeches about public speaking, people always say, “What is the deal with the fear of speaking?” I always tell them that it’s not really a fear of speaking, that it’s a fear of the unknown.  So, this is something you can take into all areas of your life. If we can remove as much of the unknown, we can get rid of that fear.

So, that’s really what I want to do today. I want to eliminate as much of the unknown from both of the elements, pitching in the media and also from being in front of the media. Really, the starting place can be thinking about being media-ready. So, they’re not scary. It’s a myth.

Myth number 4. You have to be a great speaker.  You can learn along the way how to be a great speaker. You can listen. I am hopefully demonstrating much of it today. I’m hoping. I’m trying not to path myself on the back, but what I’m doing right now is I’m using the highs and lows of my voice. I’m trying to convey my passion. I really am passionate about what I’m talking about. So, I’m not lying right now. I’m using my body language even though you can’t see me. So, you don’t have to say, “I’m not already a great speaker.”

What you have to do is connect with that passion, have great energy, and then, people will feel it.  So, don’t get caught up in it, and as time goes on, you will become good in it, an even better speaker. Some of you may say, “Hey, I am already a great speaker.”

 

Danny Bobrow:

A really good point if I may just briefly talk about, when we talk about connecting with telephone callers, we talk about the key of establishing rapport, conveying empathy, and exuding enthusiasm, asking the right questions in the right way at the right time and shutting up and listening. Obviously, it doesn’t depend. Initially, it’s going to be a conversation, and without going into too much detail, the major components of effective communication are visual, verbal, and vocal. When you’re on the phone, you lack the visual component, which, by the way, accounts for 55% of effective communication.

So, really when it comes to communicating, and this goes a long as to why people have sometimes difficulty connecting with people on the phone, it’s because you’re dealing with half a deck; 55% of the communication, the visual part, is gone. So, you really want to accentuate as you’re doing Jess, to carefully choose the words and to carefully use the words that you choose.

 

Jess Todtfeld:

Then, that’s it. Absolutely, and this is why I’m not afraid to hit escape for a second here.  I know this, Danny, made. For people who are doing webinars, I like to offer as much techniques as possible. You were talking about the visual. People can see us right now. So, when there are opportunities to switch to something like that, people don’t mind that I hit escape for a second, and you saw me scroll through because they get to see.  Oh, okay. That’s where the information is coming from. So, I’ll do it again real fast.  So, we were up to here.

So, begin with the end in mind. Very important. So, you have to know. We did this in the polling and everyone said, “I want it all.” That’s fine. We talked about the MD referral network. So, you may say to yourself right now, “Jess, what do media interviews have to do with the MD referral network?” Well, if you do an interview, whether it’s in your hometown or if it’s in Albuquerque, New Mexico, which I’m guessing is not your hometown.

 

Danny Bobrow:

We have clients there. Don’t use Albuquerque.

 

Jess Todtfeld:

I’ll have to make up a town so people say I’m not from there.  Bismont, Kalamazoo. Yeah, that’s not even a real place. So, if you’re doing an interview in another location, it could be print, TV, internet, and you did a great job. You talked about the topic that you want to talk about and you sounded great whether through the printed word or through audio-visual, you sounded great with that you delivered, that, now, can be part of your marketing materials and absolutely should be part of your marketing materials.

As people refer you, they have this piece of collateral that say, “Hey, this person is being talked about all over the nation, all over the world,” depending on where you are because you may have gotten something from Canada or those people tuning in from Canada.  So, you really sound like you are the global expert. Meanwhile, some of the people I talk to, their initial thought is, “Well, it’s not my main area here. So, I’m not going to get the foot traffic that I want.”

  • Feb 14 / 2014
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Get the Media to Do Your Marketing for You P2

 

Danny Bobrow:

I guess the only final point I would make or submit to you to confirm it is in terms of responding, there is only a certain window of opportunity because it becomes old news really quickly. I guess that’s also a function of the media outlet. I mean if it’s a monthly publication, you have a better chance to respond more slowly than if it’s a television or other broadcast.

 

Jess Todtfeld:

Right. Well, here’s what I do, and you mentioned in the beginning that I put myself in the hot seat as much I can, not just as a media trainer and consultant, but I like to be out there in front of the media not only because it’s business. It’s also an opportunity for me to test out what I say put my money where my mouth is so to speak. So, what I do is it’s very important to have a list of media contacts in Outlook. I use another delivery platform because I have many thousands of contacts to be able to write up an e-mail when I see a story. Boom. Deploy it, and I’ll show everybody today exactly what the e-mail should look like.  To be able to hit send, boom, and everybody sees it. If you’re sending it to a few thousand media outlets at once, your chances now are much, much greater of having the handful that’s going to say, “Yeah. It sounds like a good story.” That’s all you want.

I’ll show you other things I pulled.  These are stories also that you probably wouldn’t want out there.  Los Angeles Times. “Dentist Pulls All of Her Ex’s Teeth Out”. Are these the stories you want in your area, profession. Is this what you want out there?  I wouldn’t, and I know if I were a dentist, my eyes would be rolling saying, “Please. There’s so many better stories out there that people could be talking about.” “California Dentist Accused of 113 Felonies”. He was a very busy guy. Not a good story to be out there.

 

Danny Bobrow:

By that way, is that accused?

 

Jess Todtfeld:

Yes, accused.

 

Danny Bobrow:

He could have been submitting the wrong code accidentally 113 times.

 

Jess Todtfeld:

Well, let’s hope not, and, of course, when you look at the way dentists are portrayed in movies and media, you’ve got Steve Martin in “Little Shop of Horrors” or more recently “Horrible Bosses” over there. Jennifer Aniston. She was sexually harassing her employee there, and “The Hangover”, he removed his own tooth. That’s not good. So, obviously, no what we’re going for, but there’s good news as I show you what we have out there.

I know if I were a dentist, I’d be looking and rolling my eyes and just saying, “Come on. Is this really what we want our profession to be portrayed as?” The good news is you can control the story. I know not only from helping clients but from doing it myself, and it’s been a fun ride being able to do the stories, helping people put the right stories out there.

So, here’s a better one.  Here’s the positive side, “Energy Drinks Cause Spike in Teeth Rot”. I want you to really notice the headlines and think about what an exciting headline looks like or sounds like, and is say sounds like because if you were tuning in to television and they said, “This is literally the tool that I use for public relations professionals,” I say, “If you heard the person on the news saying, ‘Tonight at 11, we’ll hear from someone who can tell you blank.’” Here, we’d end up writing something like, “Energy drinks cause spike in teeth rot.”

So, you’re making it more exciting. It’s the same story about the fact that there’s a spike in cavities or talking about the sports drinks. So, if you look closely underneath, that’s New York Daily News, and I’m tuning today from New York, my home city and where I operate out of. Sports drinks, that was the story. How can we make sports drinks more exciting?

 

Danny Bobrow:

I know, Jess, we’re both friends with [18:09], the president of AOSH, and he’s pretty good with sound bytes. Maybe we got this from you, but when talks about energy drinks, he calls them liquid chainsaws.

 

Jess Todtfeld:

So, I want everyone to pay attention to that.  Liquid chainsaws.  Find a great analogy.  That’s one of our sound byte elements that I’ll be talking and showing you later, but liquid chainsaws. How great is that?  You know a media person will say, “Oh, that sounds interesting and exciting,” and it certainly sounds better than, “Brush your teeth.”  Yeah, we know that.  It’s like eat right and exercise.  We’re heard that a million times, but for the person who comes up with the exciting way of being able to explain that, I’m thinking of Susan Powder.  What was her tagline? Back in the day, she had the spikey hair.

For the person that comes up with the interesting way to get it across to everybody, they’re the person that gets the attention.  Let’s see. “Ancient Diets Discovered Through Dental Plaque.” So, somebody who was doing a little history work was able to turn this into a story which essentially all of these are jumping off points for all of the other things that you want to be able to talk about.  So, plaque. You can continue to talk about plaque, but ancient diets? That’s kind of interesting.

Maybe you wanted to talk about Obama Care. So, expanding it out to some of the other folks, the people that belong to other category, and maybe some of the dentists, too. I know anytime I go to the doctor, any of the health care professionals I consult with, they get all fired up about Obama Care and what that means, changes, and what people should now about all that.

So, you can think of many different stories you can offer the media. So, what I’m bringing you to, as of right now, in our talk today, in our discussion.  By the way, if you have questions, put it in that chat box so that I can answer them as we’re going along.  Certainly, we’ll have the whole talk back at the end if you like, but if there’s something that fires you up, what I want you to do and what I’ve been talking about before is I highlighted some of the stories out there that we don’t want out there.  I’m talking right now about the fact that you really can control the dialogue and the discussion.

Five exemptions to the Health Care Reform Law.  Maybe you know something about that.  By the way, media people loves lists.  So, if you’re pitching a story to the media and I’m going to show you how to do that and you offer something that says “The Five Reasons Why Your Local Dentist is Failing You”. No, usually we probably wouldn’t want to make someone else in the same profession look bad. Some people say, “No, I have no problem with that.” Some people would say, “I’d pick a different story.” How about five things you can do right now to be healthier in the new year?

 

Danny Bobrow:

Or five considerations before choosing your next dentist?

 

Jess Todtfeld:

Ah, there you go.  The five questions to ask to choose the best dentist, and oddly enough, all five of them, the positive answers lead to you, and I know if I read an article like that, I’d be thinking I might as well go with this person. We talked a little bit about Dr. Chris [21:47] who went to one of my media training workshops about six or seven years ago and led me to meeting all these folks and our conversation today, really. So, he is somebody who also says I should be controlling the discourse. You can do it in our way.

His way was going out there and auditioning in front of American Idol. Here he is again doing his thing, and I think he went out and sang poorly. I think he had this enormous toothbrush, and it was cute. It made it on the show, but, it’s the jumping off point that you want. How do you feel most comfortable going out there and getting people to engage in the discussion that you want.

 

Danny Bobrow:

When I coach my clients on how to connect with first-time telephone callers, I just explain that you can pretty much predict the type of call you’re going to get.  In this case, you even have more control because you know what you want to talk about.  It’s simply, therefore, just a matter of agreeing on the verbage and just practicing it.  With anything else, the more you do it, the easier it gets.  So, you don’t need to be a high type A personality to be successful.

In fact, if you look at some of the authorities, some of them are extremely low key. They just know how to connect with the media.

 

Jess Todtfeld:

That’s it.  Now, back to talking with the media, I said I like to put myself in the hot seat. So, I’ve been on the Daily Show with Jon Stewart. They came, and they interviewed me about media training and media training techniques. It’s floating around on the internet. I’m sure if you look around, and it was enlightening to me because here it is, their show. They go out there. They try to make people look silly, and obviously, that wasn’t my goal.

The person who lost the most sleep over this opportunity as I saw it was my wife. “They’re just going to destroy your business. It’s terrible.”  I said, “Wait. I’m the media guy. I’m supposed to be able to make it through any type of interview and be able to turn it into something good.”

 

Danny Bobrow:

There’s no such thing as bad publicity, right?

 

Jess Todtfeld:

Well, yes. I bet we could debate that as I’m thinking of the article of the guy with the 113 felonies if in fact it’s true. I probably wouldn’t be that thrilled, but that’s what they say.  There’s no such thing as bad publicity.  I mean, I like to say if your gut is telling you that this is a bad, bad idea, then, don’t do it, but I usually tell people that 98% of the time, it’s usually something good.  It’s good publicity.

Anyway, what I learned from this was you know what? I did not try to be funnier than the other guy. That was bad. He was trying to put words in my mouth.  So, I’m going to give you the first little nugget today which is don’t repeat the negative in an interview.  One of my other goals today is to erase as much of the unknown from this process. So, all of you can go out there and really feel like you can (1) pitch the media in a way that gets them to choose your story, and (2) feel confident enough that you can do the job when they show up.

So, this was obviously my toughest interview.  I’ll let you know when I do 60 Minutes, and we’ll see how tough that was as well.  What I learned was don’t repeat the negative. So, they would say silly things, and I didn’t repeat what they said. I essentially did a technique that I call rewriting the question in your brain which is saying, “What are they really asking,” and then answering that.  So, it’s still an answer to the question, but I didn’t repeat when they said, “Aren’t all your clients idiots when they come to you and ask you all these things?” I’m not going to say that.  that would be silly.

  • Feb 08 / 2014
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Get the Media to Do Your Marketing for You

see the video: https://www.youtube.com/watch?v=A-9ozqoGMxM

Danny Bobrow:

Hello, again, everyone, and welcome to this installment of the Practice Perfection Educational Series. I’m Danny Bobrow, president of AIM Dental Marketing. Today’s presentation is entitled Get the Media to Do Your Marketing for You. Our very special guest presenter is Jess Todtfeld.

Jess is the president of Success in Media, Inc., one of the leading business communication and media training authorities in the US. Jess works with people who want to create tangible results with presentations, speeches, and media interactions. Whether people want to generate more sales or simply feel comfortable and confident in front of the camera, Jess delivers the goods to help them achieve their goals.

Jess has appeared on NBC, ABC, Fox, and Comedy Central’s The Daily Show. While promoting his last book, he set a Guinness record by giving 112 radio interviews in a single 24-hour period. Man, I bet you drink a lot of coffee.  He’s here to give you solid information that you can put into action today.

I met Jess during our speakers’ dinner prior to last year’s scientific session at the American Academy for Oral Systemic Health on the Cleveland Clinic campus.  He had so many interesting perspectives and insights about media coaching for the health professional that I thought we had to get him on this series. In fact, I knew we had to, and because we spoke in the same time slot back in Cleveland, I was deprived of the chance to hear him speak. So, I’m particularly excited to hear what he has to say today, too.

I think you’ll soon agree how fortunate we are that he agreed to spend some time with us, and if you like what Jess has to say, you will absolutely love the special offer he agreed to make to today’s webcast attendees only.  So, be sure to stay for the entire presentation. We expect Jess’s talk to run about 90 minutes.  Please feel free to submit your questions using the question button on your screen. We’ll do our best to get all your questions answer if not during the webcast, then, shortly thereafter.

I am joined today by Carissa Johnson who will field your questions during the presentation as well as present the audience poll, and with that, it is my pleasure to introduce Jess Todtfeld.

 

Jess Todtfeld:

Thanks, Danny. It is a pleasure to be here today and be in front of all the folks that watch and listen and read all of the information that you put out. So, I really want to do a good job and offer plenty of value and make it worthwhile for everyone who has taken time out. So, that’s where I set the bar for myself today, and everybody walks away and says, “Wow, that was really worth it, and I got some great techniques that I can implement right away.” How about that?

 

Danny Bobrow:

That’s what we’re looking for.

 

Jess Todtfeld:

Alright. Today’s topic is Get the Media to Do Your Marketing for You. That would be nice, right? We’ll talk about that. It’s the secret to getting your selected media, the media you’d like to be in front of, to want you as their expert. What can we do? What can we do to make that happen?  First, I want to find out about all of you that are tuned in today so I can best customize what I’m talking about and make it work for all of you.

 

Danny Bobrow:

We just happen to have our handy dandy polling toll.   Those of you who have attended prior education series know that we like to gauge the audience, and we’re just going to take the moment to ask you to answer three polling questions. So, Carissa, if you would be kind to go ahead and present those for us, we will get started.

The first question is just tell us who you are in terms of profession. Are you a dentist, dental team member, or other professional? Just take a moment please.

 

Jess Todtfeld:

Yup. It makes it even better so I can focus in and give you what you need. So, click, click. Pay extra attention today. Turn off those other things, e-mail. Focus and it’s going to be worthwhile.

 

Danny Bobrow:

That’s right because we can tell your attention actually. Alright. Let’s close the poll now, and the results are actually interesting. We’ve got 60% dentists, 20% dental team members, and 20% other industry participants. So, we expect it’s fairly dominated by the dental profession, but there are also others we want to consider, probably in the dental, chiropractic, or nutrition profession.

 

Jess Todtfeld:

Great.

 

Danny Bobrow:

Alright. We’re going to move on to the next question.  We’re going to do this in rapid succession, right Jess?

 

Jess Todtfeld:

Right. This way everybody feels really taken care of.   We’re going to make it real fast here.

 

Danny Bobrow:

Okay. Great.  So, the next polling question is tell us why you want to better communicate with media? Is it to grow your physician referral network, to increase credibility among current patients, to generate more new patients? This is a multiple choice so you can say all of the above or some other reason. Take a minute and let us know. Alright, Carissa. Why don’t we go ahead and close that poll?

One hundred percent all of the above. You have absolutely come to the right place, and that doesn’t surprise me, Jess, because most of the people that attend this series are really committed to increasing their oral systemic footprint. They do that by acquiring and perfecting clinical skills that distinguish themselves as an oral systemic practice, and then, they use that knowledge to reach out and to grow by attracting new patients, communicating with new patients, and communicating with local MDs and other professionals to grow their referral network.

 

Jess Todtfeld:

Yeah. It’s good how it all links in with media.

 

Danny Bobrow:

Kind of gratifying. Yeah, we sure will. Then, the final question is simply gauging your experience with media interviews. If you’ve done a lot of these interviews in the past, if you’ve done a few, or you’re just pretty much raring to get started.

 

Jess Todtfeld:

This is helpful. People out there listening, this is helpful for me to know so I can speak to all levels so we have a nice mix as things are coming through.

 

Danny Bobrow:

So, the results are 2/3 have done a few, and a third want to get started. So, that’s great. This is basically geared anyway to ramp you up whether you’ve done some or none so that we can get you to be the local authority on the subjects of interest to you. So, thank you for that. Let’s get back to the presentation.

 

Jess Todtfeld:

Okay, and let me know if you can’t see what I have up on the screen now.  Hopefully, it switched for everybody to this article that I have from the American Heart Association press release that had gone out about 6 months or so ago. It says April there so middle of last year saying there’s no link between gum disease and heart disease.

Danny, you and I met at that AOSH conference, and I’ve been connected with the various dentists and people in this area who really understand the idea of the oral systemic connection, and obviously, the journalists did not because they jumped all over this. It was all they needed to hear, and this was law basically.

So, this article came out saying there’s no link. I don’t know if you’re like me. Sometimes, I just read the headline and I just say, “Next article, I don’t need to read the whole article.” So, here’s some other stories, gum disease. These were all off that press release, No Link After All, No Heart Disease Gum Disease Link. By the way, I know the dentists and folks listening right now are probably thinking, “This burns me up. These were the folks that I was bumping into when I was certainly at that conference because that was right around the time this thing came out.” Gum disease, USA Today. Notice, these are not small outlets.

Before, it was CBS. Los Angeles Times on top here. USA Today, Gum Disease is Not Proven to Cause Heart Disease, experts say. The experts. So, it really went around the world, and I’m showing this to you because in my mind, this is the problem. The problem is the media and other groups who are not you, meaning people who are listening right now, are controlling the dialogue. They are controlling the narrative of what the discussion is so we more articles here.

Reuters. Do Clean Tooth Protect Against Heart Disease? No. That’s basically what the story says. They can easily go off the rails and go off the track and start having the conversations they don’t need, and they really need you help to direct them and point them.  I’ll just put a couple of other ones here as well.

I used to make that joke that the media, and this is when I was still working in media. I was a TV produce for 13 years as I think Danny said before. I’d say that the media was like a housecat. Have you ever shaken a furry toy in front of a house cat and they’re very easily distracted? Well, it’s exactly the same thing with the media, and I want you to be shaking the fuzzy toy in front of them which is better ideas than what we see on the screen right now.

Chicago Tribune. Top Doctors in the Fixed Record on Gum-Heart Link. So, a few people were trying to change the dialogue, but it was a little too late.

 

Danny Bobrow:

Let me ask you a question if I could, Jess.

 

Jess Todtfeld:

Please.

 

Danny Bobrow:

You know, I fully agree and recognize that it’s better to control the conversation and to get the first lick, if you will, but how receptive are the media and how much of this is by design that they feel something controversial of like that and aren’t too happy to receive opposing views because then, they create a controversy and they can have a ball get bounced back and forth, or is it more difficult once the official statement has been made?

 

Jess Todtfeld:

Well, as an old phrase, there’s conflict in drama, and in drama, there’s conflict. So, it’s great, exciting drama for them as storytellers, good storytellers, to include many sides of an equation. So, yes, if you have people standing up and saying this is not the case, the people that are listening right now, if there’s some topic, and I’m sure there is that really riles you up or excites you as a medical professional since we have a whole bunch of different types of folks who are on today, this could be the start of the topic that you could be reaching out with.

What we’re going to customize today is your own story, what you would like to see as the headline, and if you take out a piece of paper and I encourage you to do it so you can customize what you’re hearing today for you so you have an action plan so you can do something after today, I’m going to walk you through the steps of coming up with a great idea, thinking about headlines, and crafting the steps that follow from that.

So, absolutely, Danny. If there’s some controversy, excitement. I was working with a dermatologist over the last couple of weeks, and one of the procedures they worked with is something called Restylane. They wanted to do a headline, “Is Restylane terrific?” or something like that. I said, “You’re not grabbing them.  It’s not a headline. Think about how those headlines looked,” as we go back over there. “Gum Disease Not Responsible for Heart Complications”. What? I may not have known there was a connection. So, instead, what we did was “You Could Reverse Aging in One Hour”. That was a topic, and what it meant was this doctor was making the claim that his procedure only took one hour, and you’re reversing aging. Then, you’re opening up the discussion.  That work.