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Monthly Archives / March 2014

  • Mar 30 / 2014
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MASTER THE ART OF FIRST IMPRESSIONS

see the video at: https://www.youtube.com/watch?v=O8Z0xUCSJ8Y

Good morning, everybody. My name is Bob DiAntonio, and I am the business development manager with Aseptico, Incorporated. We’re very happy to have you joining us for the webinar today. Before I turn it over to Danny, I want to give you a couple of quick housekeeping items and to give you a little bit of clarity as to who I am and what I do.

I mentioned I am the business development manager of Aseptico, and my primary responsibility is to serve as product manager for the Wand All-Injection system. That product was developed and invented by a company called Milestone Scientific a little over a decade ago, and it’s gone through some changes. It was originally launched as the CompuDent.

It is now the Wand STA, and we at Aseptico have taken over as exclusive distributors back in November, 2012. In a few months, we are only going to be the only company selling not only the drive units but also the handpieces. So, we’re very excited about the product. It’s going to be talked about a little bit Danny today, and apart from that, that leads into the housekeeping items.

The webinar today is going to be recorded and audiotaped. So, there’s no need for you to take notes.  Just sit back and follow along with the presentation, and during the presentation, all of you guys are going to be muted. However, you guys can submit questions electronically, and we’ll get back to you at the end of today’s presentation. For Wand-specific, for anesthesia-specific questions, I will be following up with each one of you individually. So, go ahead and type in your questions online here.  We will get them and sort them out at the end of the presentation.

Let me introduce Danny for you. Danny Bobrow is an MBA and president of AIM Dental Marketing, and he’s also the executive director for the Climb for a Cause and Smile Tree Foundation. Mr. Bobrow lectures nationwide, and he’s been published on dozens of professional-related publications. He owns a Bachelor of Science degree in economics from the University of Illinoi and MBAs in finance and marketing from the University of Chicago and KUL Belgium, respectively. 

Danny is the author of the State of the Art in Dentistry Marketing and Industry Marketing: Strategies, Tips, and Secrets, and he’s the author of The Art of First Impressions.  He’s also a certified mediator and arbitrator, a charter member of the Speaking and Consulting Network and founding executive member of the American Academy for Oral Systemic Health. So, without further ado, I’m going to turn it over to Danny.

 

Thanks a lot, Bob. I appreciate that kind introduction, and I want to acknowledge you and Chris and my other friends at Aseptico not only for offering a service and a product that really, without putting too fine a point on it, promises to broaden the appeal and the accessibility of dentistry to the public which, as we know, is a very important thing to do because such a large percentage of the population does not see a dentist because of fear, but I also want to acknowledge you for your generous support for our foundation. Aseptico has now, for two years, been a staunch supporter and participant in Climb for a Cause. Chris Perry joins us, and we always have a lot of fun and make a difference.  So, I appreciate that very much. Thank you.

What we want to talk about today is the all-important skill and art of connecting with prospective patients. That’s because you can have the best offering in the world but if you or your team are not adept with connecting with people who don’t know you, like you, or trust you, it’s really like you don’t ever get a chance to run the race. You don’t get out of the starting blocks, and this is why this is so important. What we’re going to cover today are the foundation pillars of building a house or a structure that enables you consistently and deftly connect with these telephone callers.

The first thing we’re going to talk about and share is setting the stage for success, and we will get into what that means. It has a technical and personal component for sure. We’ll then parse out what comprises effective communication, and that’s important to understand why sometimes it’s a bit of challenge connecting with people on the telephone. It has to do very much with the visual gap which is the next item we’ll discuss.

We’ll then talk about some distinctions that are important to understand and then choose to avoid like the self-fulfilling prophecy trap, and we will share the distinction between negatively and positively charged words and phrases and why they’re so important to building this structure on a sound foundation, emotional connection.  Speaking of emotional connection, we will talk about the key components which are really establishing rapport, conveying empathy, and exuding enthusiasm as early and often in the call as possible as well as the art and science of questioning and listening which really have all to do with gaining control of the call and guiding the caller to a decision which is really ultimately in their best interest. All these taken together lead to what we call agreement.

Now, some assumptions that I make, which I assume I make correctly because most people who choose this profession are doing so because they care, but the assumptions are that you, if you’re a practice owner, and your team are enthusiastic about mastering this art because of all the power and potential it offers you to be more successful and to have a less stressed experience during your work day.  I further assume that you care deeply about delivering the very best for your patients and your community and that anybody who is in danger of answering the telephone is really excited about being there and sharing whatever it is that your practice has to offer in terms of helping people live healthier and happier lives because that’s what it’s about.

These are some specific reasons why exceptional telephone skills are so important and valuable for your practice, and I like to use the analogy of the first date. When we’re on our first date if we want to have a second date, we’re on our best behavior. We want to impress, and that’s why we talk about the art of first impressions. This telephone call really is your first date with the patient, and it will set the tone for the relationship going forward. It’s therefore a wonderful opportunity to set mutual expectations and set a tone of professionalism and mutual respect.

As I said, when you master this skill, it actually reduces confusion and stress because you’re prepared and excited. Imagine if you were asked to perform a dental hygiene procedure and you were either fresh out of school or maybe haven’t even completed school. There’s a lack of training and experience and confidence, and that’s as much point as knowing your stuff. We’re talking about nothing less here than knowing your stuff when the phone rings.

This really is very much about branding. Branding is basically delivering on promises and exceeding promises that are made, and if someone is responding to some sort of a solicitation or was referred by a fellow patient, they have certain expectations about what they want from a dental practice. Here’s your opportunity right off the gate to exceed their expectations. For all these reasons, it is, in fact, your best marketing tool.

Sometimes people make the mistake of thinking that marketing ends when the connection is made with the prospective patient, and in fact, it’s only beginning. We will talk about marketing math a little bit, not a lot of math so hang in there, but we will really use it to underscore the value of being able to convert these calls into appointments.

So, let’s talk about what we mean when we say setting the stage for success. The first thing we like to ask is which describes your practice environment? Now, environment is the physical characteristics of your practice. It’s also the environment in your own mind. Is your office cluttered? Is your mind cluttered? Are you distracted? Do you feel unprepared? Do you feel that the practice environment is not conducive to having a comfortable and focused conversation with a prospective patient? If the answer is yes, then all the training in the world, while it will be helpful, you will be limited in terms of your ability to maximize your value. That’s why these go hand-in-hand and why we will talk in some specific detail about how to create an environment in the office that is conducive to effectively communicate with callers.

Along the lines of the internal environment, what’s happening in your mind, these are some concerns that we’ve heard over and over. We’ve talked and coached thousands of practice since 1989, and we’ve got a pretty good idea about the perspective of the dental team member. I think that’s obviously important because if we don’t have that perspective, then we really lack the credibility and the empathy which we talked about. We don’t practice what we preach basically.

So, I do want to go through a few things that are often mentioned, and some of them are not mentioned. They’re just believed by the team member, and these are some of them. They’re in no particular order, but I want to spend a little time of them.

Many people are perfectionists, and I will raise my hand and pled guilty to that as well. I’ve learned fairly recently that although it’s really counted as a virtue in our society, being a perfectionist is really not a virtue because perfectionism leads to a number of unintended consequences, one if which is procrastination. When somebody feels that they have to know something perfectly before they will attempt to do it like adopt a new telephone handling protocol, they’re unlikely to ever want to start or be able to start. They’re basically suffering from paralysis by analysis.

The other kind of interesting fact is that until you actually dive in and begin to practice something, you never really can perfect it because you’re not getting the data, the feedback that you need to know whether something you’re doing works or doesn’t work. So, we like to practice the 80-20 rule or a variation of it which is if you’re 80% confident you should dive in, and then you’ll get the next 80% within a reasonable period time. You’ll never be perfect anyway. So, don’t worry about it.

People also express the concern that this is not their personality, and I actually have a couple of viewpoints on this. Number one, when you go to a restaurant and you are given excellent service by a serve, you don’t really necessarily what kind of day they’re having. It’s not really so much a comment on their personality as their personal state of mind. We’re professionals, and we have to leave our personal baggage at the door. I think you all know that.

  • Mar 23 / 2014
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Get the Media to Do Your Marketing for You P7

I talked about those national talk radio program directors, the bosses. That’s just under 2000 contacts. I have since updated these and made them fresher, but they are the bosses. I continue to use it.  The last time I sent something out, I think I got 9 radio interviews.  So, for me, it’s now turning people away because I have a lot under my belt.

Then, I have this mixed group that I have in there, about 1600. So, in total, you’re talking about 7000 contacts. Obviously, you don’t always send it out to all 7000. You pick where you want to appear or what’s what, or maybe you just want to see who in there in your area is available. So, you have to have those media e-mails ready to go, either on Outlook or Constant Contact or somewhere where you can just write a quick e-mail and deploy it.

So, purchased elsewhere, it’s about $3500 to $5000.  Bogus, if you want to look into this, sells this.  They are probably close to $5000 the way they sell it, and Verell which is now called something else. If you search Verell, it will switch over to the new name that they call themselves, but Practice Perfection Focus today, $997. I wanted to sweeten things up and make it a real no-brainer for people. I want to add as much hand holding as I could today only. So, if you’re listening on a replay, I’ll let Danny figure that out, but I wanted to add in video.

I have a couple of DVDs where I literally go through if you’re going to have somebody on your team handle this and be able to be the person, the point person, for this to come together.  There are DVDs on how I even go more in depth on how to pitch the media, the template, what the media’s thinking. I have one more where I talk about that Guinness record interview. So, some people say, I want to replicate something big.” Fine, but the very least on your team if you want someone to watch how to pitch the media DVD, they’d be off and running.

Then, there are these great audios including right in the middle of the page there a media training primer. So, when you say, “Jess, this was good, but now I’ve got it, someone to say, ‘Yes’. Now what?” You can listen to this thing for an hour, and it’s going more in depth than we are going today into sound bytes and what I also call the answer system, how to be more in control during the answer portions. Then, interview public relations people, CNN producers, people who are experts in their field.  That’s all part of this kit about 9 discs. So, I’m including that. That’s a $1000 value. I’m just going to throw that in.

So, you get that Rolodex, the 7000 contacts, the two box sets which is really 3 DVDs, 15 audio CDs. That’s a $3000 total value because the contacts themselves could be $5000, but usually on my website I sell those three components for about $1000 each. So, today, altogether $997, and you get the hand holding, but I want to make it a no-brainer for everybody. So, I’m going to $497.

 

Danny Bobrow:

That’s what I thought. When you said $997, I thought we agreed to let people today get a good deal. Fortunately, I don’t think anybody turned off their calls. So, they’re hearing it.

 

Jess Todtfeld:

Well, my goal, and you know what? I really want people to succeed. I’m just going to put something on the screen here. Practiceperfection.com, you click Buy Now. It has the instructions. It’s there.

 

Danny Bobrow:

By the way, that’s the landing page so if you go to practiceperfection.com and you go to the top, it’s there. Just want to make sure it’s clear. You click on Buy Now, and you get to a shopping cart. You can select Jess’s offering which show the CDs and the DVDs and the book. So, it’s pretty straightforward. That’s just for today only just so you know. We need to give them a code, right?

 

Jess Todtfeld:

I mean they could buy it for $997 today, but I don’t think they’d probably want to. The promo code is “media115”.

 

Danny Bobrow:

Yeah, that’s going to be valid for the rest of today which is the 15th of January. If you’re interested it will go up to $997 because we don’t expect everyone to act today. Some people will take their time, and I think that’s okay with you, right, Jess?

 

Jess Todtfeld:

Yeah. It’s fine, and good luck to you figuring out how to offer that to people who are listening on the replay, but you’ll figure out.

 

Danny Bobrow:

Yeah, I just stated it. I timestamped it.

 

Jess Todtfeld:

Okay. So, we stated this was going to be around 90 minutes. We’re about to take questions, but I just want to say I really wanted to make this a no-brainer for people today. If you’re saying, “Gee. It would be fun to do interviews. I obviously realize how this could help my business,” you and I have talked about how this is nice major part of people’s marketing.

People always ask me all the time what PR is, and I always say it’s just another method for all the levels of your marketing. It’s just another angle to look at, the one that can be ping ponged around all of your social media. So, I hope that what I’ve given people today really has a lot of hand holding, and if people have burning questions, you also get my e-mail. I usually make sure people are up and running and started. So, you get extra support.

If you don’t like it, just return it, and I’ll give you your money back. I wouldn’t want to…

 

Danny Bobrow:

Well, I can tell you folks, if it’s not abundantly clear to you that Jess is the real article, in fact, he was the only one that was paid to appear at AOSH last year, and I just wanted to share that because our keynote speaker was Dr. Oz’s writing partner who does realpage.com. So, he offers a lot of value, and I really appreciate you taking the time to talk to our people today.

We did get a number of questions. I do want to wrap things up.

 

Jess Todtfeld:

Let’s go through them. I know we reached around 90 minutes so we’ll keep it as close to that, but I want to go through that. So, go ahead. Give me some.

 

Danny Bobrow:

Okay. So, Boris wanted to know how much is too much, and I think in terms of explaining your offer to us, you talked about the 7000 and perhaps how you don’t need to and want to send everything to everybody all the time. So, I guess what he’s saying is there an optimum in terms of frequency and interval that you reach out to the media with the same subject, or when would bury this subject? How long would you wait before you sent out another pitch?

 

Jess Todtfeld:

For those getting started being in front of the media on a more consistent basis, I would say every two or three weeks, you could be sending out a story. Believe me. I can’t remember what I did three weeks ago. So, it’s enough time to feel like a lot of time has gone by, but how much is too much? On the contact side, it’s segmenting and deciding who you want to reach out to. They don’t know that you sent it out to thousands of people if it says, “Hi, Danny”. The way that I have people write the e-mails is it looks like everybody got an individual e-mail.

If the question is how much is too much publicity, well, you know at a certain point if you can’t meet the demands of your practice, that would be too much. You’re going to have a certain point where in very beginning, you get a couple, a little bit. Media people are starting to get to know you. They’re seeing you pop up. Then, you’re in the rotation. Then, they have you on their Rolodex, and they’re calling you from time to time.  It’s a great thing. Once you have 10, 20 outlets and you put that all over your website, talk about credibility. It’s exciting, and obviously, you can put it in the waiting room, play it in the waiting room.

 

Danny Bobrow:

I think just to clarify where I think Boris was coming from, I think I know because of all the conversations I have with doctors as clients, it’s certainly true that in marketing less is more, and you can inundate people. However, we often overstate the attention span of people, especially these journalists. They’re being bombarded with information. If you think they’re able to remember that this guy sent me something three weeks ago, too frequently, I don’t that happens. If anything, I would air on the side of more frequency, and I just want to move on because a lot of these questions that were asked have already been answered.

Stan asked a good question though which is if he is being left to his own devices, what is the value added of a third party endorsement? In other words, if Danny Bobrow was sending an e-mail saying, “Hi, I think he’d be great for this subject. What do you think?” Isn’t there some value in having someone else brag for you instead of bragging for yourself?

 

Jess Todtfeld:

Yeah. I mean if you were to work with a financial advisor, who somebody said this person did right by me or this person was good. If you were going to hire somebody, wouldn’t you want some sort of third party information that they’ve worked for me and they’ve done the right job and did what they needed to. Third party credibility even when you say, “I don’t know. Maybe someone’s going to pick my practice because it’s closer to their house.” I know I would much rather, in times that I’ve done both, I’d much rather pick a medical professional that I’ve heard about or I’ve heard, “Gee. Their office is so clean. They’re so nice and so helpful. They really did an amazing job. I love the people there.” Done, done if I heard something like that.

So, that’s obviously a recommendation. So, how does it end up being a third-party recommendation from the media? Well, if they’re saying that you’re the expert, that you’re great, that you know what you’re talking about, it’s certainly something that separates you from all the others that are out there, and you can work into the story.

You can say, “Hey, I have a patient that can talk about their experience.” So, now, the patient is talking about their experience in the media interview, but it’s eventually to your target audience because they’d be watching or reading it on your website.  So, I’m a huge proponent of using this method.

 

Danny Bobrow:

Excellent. I want to thank you very much again, Jess. I think the value and the immediate applicability of what you offer is self-evident. So, I want to thank you for that. I do just want to take control of the screen here so I can invite everybody who’s interested in subscribing and receiving invitations. Many of your obviously are to our future webcasts have done so, but for those of you who aren’t on our list, simply go to practiceperfection.com, and then scroll down and click on the Practice Perfection Educational Series webinar box. You will be taken to this form or this form, and you’ll be on the list.

So, again, Jess, thank you very much. I really enjoyed it. I’m sure our audience did as well. The attention span that we were able to measure here was very good. Nobody peeled off the call, just the last few minutes so congratulations and thank you.  Thank you all for your time. I know we ran a little bit late. I look forward to seeing you again at a future installment of Practice Perfection. In the meantime, this is Danny Bobrow thanking you for your commitment to Practice Perfection.

 

Jess Todtfeld:

Thanks, everybody.

 

  • Mar 15 / 2014
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Get the Media to Do Your Marketing for You P6

Once you sent it, you’ve released that. You don’t need to tell me that, and the content information could be at the bottom. It wasn’t even addressed to me, and because it wasn’t addressed to me, I know it was joke.  So, I can delete it and never respond to this person especially since I was confused by them. So, let’s move on.

Here’s a better one. Here’s one that I e-mailed to a radio station on behalf of a friend who is also a Guinness record holder. Subject line:  Re: Thought this memory expert would be good radio. Marked. I got them to read so it must have been good.  Of course they want to have good radio, and that’s actually a good industry jargon. “I think this guy would be great for you. He’s a world record setting memory expert.  He could give your listeners tips where you put your keys or how memory tips can help you keep your job in an up and down economy,” and I always end with a yes or no question. Any interest?

So, I have this whole thing called above the line and below the line. So, if you’re taking notes, this is something you can use all across the board, and Danny and I, I’m sure we must have talked about this along the way, above the line and below the line.  I remember we were comparing marketing techniques and things like that.  You’re marketing to the media so they’ll do the heavy lifting and put you up there.

Above the line is just something short. “Hey, I have something good. Would this work for you?” Yes or no question which only requires a yes or no answer, which means they might actually reply to you. Below the line is all of the neat.  There’s the picture there. There’s a big press release or a big article or here’s what I talk about. You put that all below the line because it gives a big feeling that you’ve sent a short e-mail even though the e-mail may be 10 pages long. So, it’s kind of a psychological thing.

When Tiger Woods had his little apology tour, remember he had the little situation with his wife and drove the truck all over the place and was all over the place? He was out there. He waited three months, and then, he just thought he would apologize to the world and his family and all of that. So, the e-mail subject line, Re:, attempt to use that here and there so they’ll open it up and it looks like we’ve been having a back and forth.

Only two times has a media person ever said, “Hey, I know what you’re doing.” I mean, we didn’t really have a back and forth, and they weren’t even mad about it. They just chuckled. “Available for Tiger Woods Story”. So, the subject line is one of the most important things you can do when you’re e-mailing the media to have get them to open it and be excited. This says POV inside or below, and they have to open it up.

When they open it up, this went by the name Schaefer. That was his last name. So, that’s how I had it set in my e-mail delivery system. At that time, I think I was even using Outlook. “Schaefer, do you need someone to talk about Tiger Woods today or tomorrow?” That’s a yes or no question.  PS, full info point-of-view below the line.

So, they get everything they want, and I’m even going to refine what I’m telling you now below the line. If you can have something that looks big like the headline, I chose that day, “Available for Tiger Woods interviews” because it was a big story, and notice that I had it all bolded.  The business of Tiger Woods. This way they can say it’s going to impact the business of Tiger Woods. They could start to visualize and think and feel and taste and smell what it is that I might be good for. So, use the headline. Take your name and make it a link so that you can put your bio, get that and go to your webpage, but that’s where your bio would go. It’s not taking too much area on the e-mail.

Then, I a section I always encourage is bullet points of your point-of-view. This is huge.  Now, where would you get some of these bullet points? From that long list you wrote out earlier, the actual things you might say.  So, here comes a big golden nugget for everyone who’s listening. So, take out that pen.

The golden nugget is media people need to know what you will say before you say it to know if they would want you on. So, if you said ways to become more kissable, and all the things that you say are sit down and meditate for two hours. Some of you might say, “Hey, this is a good idea.” Some people will be turned off by it. They need to know what you will say. “Stand on one foot and do these things,” they might not like that, but if you said, “Hey, try this technique. It really comes down to this mouthwash or not eating these certain foods or having this certain time in between when you’re going to meet this person or how to get rid of the smell of onions.” You put all those, but they need to know if you’ll bring the goods or will you not?

This is off the Guinness push about topics that we could include.  The best way to present yourself in a job interview, the best ways to present yourself at work, the best way to present yourself while speaking, Obama speaking style. So, you can even put bullet points in your topics, and that’s what we did and how we continue to try to push people during that whole thing.

So, if I were to give you a template and I’m giving it to you right now, my template for e-mailing the media is this: “Hi, First Name, would this story work for you?” You can even have it be that short and have everything else below the line. In between the lines as I notice I put two lines, you can even put a little bit of contact information, or you can put it all the way at the bottom. Have a headline, a subtitle, and point-of-view that Dr. Barry Freeburg can say blank.

Then, you follow up it with just the meat of what you have to say, either a big piece or article or any of those things.  Notice the subject line: “Hospitals save money. You might pay with your life” at a doctor who did some training and consulting for. He was saying, as an anesthesiologist, if you don’t have a brain monitor, if your anesthesiologist doesn’t use a brain monitor, then they are not monitoring what they are sedating, which is your brain, and this whole thing.  You could die or wake up not too good.

So, I want you to get the most from your exposure. That is really the big template for what you should do, and that combined with the Rolodex and have the right Rolodex are the two big components to get started and stay in front of them. You can send one or two e-mails.

I’m going to give you a little case study, and let’s see I have it loaded up here.  I’m just going to jump ahead to where I have a good little case study that you might like which is our former New York congressman, Anthony Weiner. Not too long ago, last year in fact, he decided to team up with his cell phone camera and you might remember he was taking pictures of himself in his underwear and such and sending it to women on Twitter, probably not a good idea.

So, now, you would think in terms of what that would equal. Well, for me it equaled opportunity. I used it as a big opportunity. So, here’s the e-mail that I wrote. Subject line: “Weiner fallout. Available media consultant”. So, this is right after this happened. This wasn’t when he stepped down, and he ended up stepping down. “Hi, Mike. If you’re looking for a media consultant to provide quotes on this story, representative story, let me know. Here are some things I might say.”

So, I sent this out to just my print list. I was busy that week. I said I don’t have time to go on the phone or do a TV interview. I’m just going to send to my print list.

 

Danny Bobrow:

Hey, Jess. I just have to ask. Is that a [01:12:42] over there?

 

Jess Todtfeld:

Which part? It actually was not.  It fell out of his clothing. Now, I’m thinking back. It wasn’t intentional, but it just happened to be the case, but it was all this fallout and these stories.

 

Danny Bobrow:

You’re that good.

 

Jess Todtfeld:

What was that?

 

Danny Bobrow:

You’re that good. You don’t even know it anymore.

 

Jess Todtfeld:

I didn’t know it. He was on Wolf Blitzer, and he was joking about it.  I didn’t know. He really did it.  It was horrible for him. Great for me. In fact, I wasn’t even sure I was going to do this story, and I was thinking if I wanted to do it. I was like, “You know what? It should be something they wanted to talk to me about.” So, I sent these bullet points of things I would say.

I want you to look up there from the second thing on the top.  This guy quoted all over the place. They loved it.  He can never totally get past this story. He was mortally wounded his political career, but that does not mean he cannot star at a reality show or host a program on CNN.

Now, why did that work? I used some of my sound bite elements which is mortality wounded, old action words. I said he can always start a reality show which is a pop culture reference to the fact that a lot of these fallen politicians end up getting their own reality show or being in a reality show. [01:14:19], he wanted to try to get into reality shows. Some of the others got programs on CNN. So, it was a little bit of pop culture reference. It was an attack.

These are some of the sound bite elements you can work into here. Just to give you a few, attack. Rhetorical questions are good as sound bites. I’d write these down. Humor if it’s not making you look bad in some sort of way. If in doubt, leave it out. It’s not a good idea. Analogies, using analogies. I worked with an emergency room physicians group, and they said the system is literally being held together by band aids. So, we had a nice little analogy, and it got picked up.  They used it.

So, just letting you know, this story, Anthony Weiner, it went to the Washington Post. It went to the Washington Times, Philadelphia Enquirer. Now, this is just one e-mail that I sent out initially. I said I sent two. Let me back up for a second. I want to share so many things. The Philadelphia Enquirer, they share their stories with other newspapers.  I did not know that. So, boom, instantly, I was in 15 more newspapers. Then, other people started seeing it. Then, Google started seeing it, and obviously I care about that.

Then, I sent out a second batch. Forbes.com put it in there. Vancouver Sun quoted me. Financial Times. The Atlantic. This is great. I can now put these logos on my website and say “As seen and quoted in…” all these outlets that you see on here, and these are obviously some of the best ones. That made me look great. Dallas News put me on there as well.

Now, [01:16:33] of the Washing Post said, “Jess Todtfeld is a media training expert…” One of the three articles they wrote about that wasn’t as great basically said, “He sent out this e-mail to publications, and it had all of these different answers. I noticed that other newspapers are just printing his answers verbatim. That’s not right.” Then, he went on to print every one of my answers verbatim.

So, I had all these people e-mailing me saying, “Good job. I can’t believe the guy was mad at you and wrote all your things,” but the best thing for you who are listening is I want you to have the person on your website, the person, the doctor the Washing Post calls blank. That would be great.

The Washing Times in that same push said, “The public relations mavens weigh in. Jess Todtfeld says…” So, now, in the right situations, it says, “Jess Todtfeld, the man that the Washington Times calls a public relations maven,” and I’ve used the heck out of that.

It really comes down to if you want to make strives today, you really want to get out there, and I really want you to get out there. It comes down to having a good Rolodex. If it it’s okay, Danny, I want to give an offer to people. You mentioned to people there would be some sort of offer. I want them to offer them my Rolodex and how that would work.

 

Danny Bobrow:

Yeah, absolutely, Jess. People that have attended our webcast, they know that we do occasionally cajole or coerce our presenters to offer something of value. I have to say you’ve taken it to a whole new level. What Jess has to offer he’s shown me. It takes a little explaining. I think it’s part in partial of the presentation because what he’s done today is shown you and given you some, as with most things. You can attempt to take them and run with them yourself, and many of you will. The alternative is to gain and advance deeper learning curve.

So, by all means, spend the time that we’ve got.  Let’s spend a little time to get to our callers’ questions because we do have a few. By all means, go right ahead, Jess. Thanks for asking.

 

Jess Todtfeld:

Perfect. I’m glad you’re watching and keeping an eye out on those questions because we want to get to that. So, yes, you want your e-mail list to go. If you would like to get a hold of my list I put together and worked very hard on, you can do that. I have segmented my print list. The exact campaign I used for that campaign with Anthony Weiner, I thought it was 2000, but I guess I have 2804 contacts there. I’ve since built it up a little bit. Literally, I send it out. If anybody bites, great. If not, then, on to the next story.

National TV. Some of you may say that’s kind of nice, especially when there’s a story out there like the American Heart Association.  They have somebody in Good Morning America. Some of you like the sound of that. So, about 1000 contacts for national TV.

  • Mar 08 / 2014
  • 0
Uncategorized

Get the Media to Do Your Marketing for You P5

 

Danny Bobrow:

Well, I think the truth is while the interviewer would never say that, the people that make it easiest for them are the ones that get the leg up in terms of getting their message heard. So, they may not be lazy, but a lot of these people have a lot of tight deadlines, and it’s the one that’s easiest to work with, I think, not necessarily the authority.

I think that point is while it should be the most important factor, you don’t even need to be the best or the most knowledgeable about your subject. It’s a much bigger package than that in terms of how to benefit the person that you want to connect with I think.

 

Jess Todtfeld:

And if you have a sense of where you should be going with your conversation, you’re doing the most important work for them. Many of them, trained journalists have said, “A lot of people think that we’re asking gotcha questions, but it’s not gotcha questions. We’re just throwing out a bunch of things to see what sticks.” I’ve literally had a number of people who work on the national level even say that to me.

 

Danny Bobrow:

That relates so much to telephone skills. When a prospective patient calls the office, they’ll ask you how much a crown costs, or they’ll ask you if you accept their insurance plan.  You think about it. They didn’t wake up just deciding to get information on the relationship and their insurance company. They have a need. They’re just not in a position to articulate it which is why it’s important of your to take control, which is very much, I think, the same thing you’re saying Jess. While being respectful and not manipulative, you really want to gain control of this conversation. Don’t you?

 

Jess Todtfeld:

That’s it, and you want to be strategic it.  We’re thinking about the answers we want to deliver, and we stare at that sheet after we’ve written it. We say, “Wow. If I did this, it would be perfect,” and what happens is if we don’t have that game plan, we’re floating around. We’re talking about this. We’re talking about that. We don’t know where we’re going.

So, here’s how we make it even better.  We take that list after writing down.  They say, “Jess, why seven minutes?” Well, five minutes is too short.  As soon as you go over 10 minutes, it’s going to be turning into a thesis. We don’t want to do that either. So, I say in seven minutes, you can get the main ideas out of your brain. Can you refine it after that? Sure, I’m not going to stop you, but here’s what you do.

You have a minute to get the idea of this. We want to put them in three categories. You take a new sheet. As you see on the screen here, we turn it sideways. By the way, what I’m giving you right now, when I work with big companies, they pay thousands of dollars to have me sit there and do this stuff with them. Of course, we do the videotaping and rehearsals and all that stuff which, of course, I encourage all of you to try that, but you’re getting something completely big right now.

Okay. What we do is we take those answers, and we want to put them into three categories. We want to name those categories. We want to start looking for things that are common with the answers that you’ve written out. So, sometimes we notice that the person’s written down a lot of the problems, many problems that are out there. So, if we were talking about the segment for making yourself more kissable, some of the problems are your breath stinks; your teeth look funny. On the whole, don’t say you’re not approachable. These could be problems that you write down.

What are some of the solutions? When it comes to the whole package, you could say, “Well, I’m not a stylist.” Take somebody of the opposite sex who maybe knows more about it that you, as a man having done that, having taken my wife to go with me places or whoever knows more than you to fix that up. That’s one solution. Use what we offer for bad breath. That’s another solution. You could fill all those up.

Call to action. This is very important. A lot of times when people try that technique I’ve talked about where they write up all of the answers, they tend to write out many of the problems but not many of the solutions and no call to action.  So, when I have them take those answers and write them down into these three boxes, they start to realize, “Wow. I can really talk about the solutions, and it can be amazing. I could really be offering a lot of value to the people that are listening and exciting them, and the call to action is not just go to my website.” Call to action is telling them to do something.

So, it’s saying, “Ask yourself this question:  Do I want to be alive 10 years longer? Do I want to turn my spouse and friends off because I have bad breath?” You can put all these things into the call to action, and also for call to action, you can say, “I have a free video, report, free top 10 list on my website, and it tells people what they can do.” Now, I’m not even going to say the website. This is a technique called plugging without plugging. If I said, “Danny, it’s free to all of your listeners right now, and it’s on my website,” what would you be compelled to ask me?”

 

Danny Bobrow:

What is the website?

 

Jess Todtfeld:

“What is the website?” Exactly. Get them to pitch for you and do the plugging. You’re just giving the value, but you’re doing it as a call to action. Here’s the perfect example. By the way, before I take you to that example, these three topics can be facts or details on the first column. It could be benefits on the second column, and call to action I like as a third one.

I had a woman who had a diet book. One of the three categories was ease it.  She talked about how this was so easy. Maybe for people tuning in today, if you’re talking about a new procedure or something like that, maybe easy is one of the topics.  You don’t have to rearrange your whole life. If I’m talking about a new procedure, it can be done in a short one hour to two hour session.  You won’t be in any pain afterwards. You can go in and out of whatever you would be doing. So, maybe easy could be one of the categories, but here’s the reason for three categories. You want to a three-part answer every answer you give. Why would you want to do that?

If only one of your answers made it into a story, and that happens in print, you would have given a three part answer. You’ve done the job. You’ve given the problem. Using what you see on the screen here, you’ve given the problem a solution and asked them to act. You’ve done your job. Here’s the perfect little case study for that.

I had this guy, Anthony Pratt, who’s a big CEO from a company in Australia. He says, “Jess, I’m going to be on the Today Show in a couple of days,” and he was giving a $100 million actually to the Clinton Global Initiative. He said, “I just don’t want to do a bad job. I want to mention what I need to mention.” I said, “Okay. Let me ask you, are you going to be inside on the couch, or are you going to be outside with Al Roker?”

He said, “Actually outside with Al Roker,” as you see there. I said, “If anybody understands the idea of getting a three part message into every answer, it better be you.” I said, “You might only get one answer in.” As it turned out, he only got one answer in, and it wasn’t really problem, solution, call to action.  So, we really answered it for him. So, he needed to mention the purpose, the people who were helping and a part of it, and the last part was some version of call to action saying that he wanted other people to get involved. He mentioned his company name. He said it was a home run. He got everything that he wanted done by mentioning those things, and he only got one answer. Then, Ann Curry even ran over and kissed him on the cheek.

Yeah, this great marketing piece. She was like, “You’re giving money to charity,” and she kissed him. It was this great marketing piece that lives on on his website, and it’s terrific.

 

Danny Bobrow:

One of the keys that we offer to get people to schedule appointments, too, is when they’re asking information, we always have a three part answer. If they want to know about a crown, you can tell them about the convenient, expensive crown, perhaps more affordable alternative, and the third option is that fortunately we make it easy for you to come in and give the dentist the opportunity to actually diagnose and examine you so we can make an informed decision. That’s why we offer a complimentary meet and greet so you can see if we’re the practice for you. So, it’s like I’ve given you the information, and I’ve given you no reason not to come in.

 

Jess Todtfeld:

And that’s it. The beauty in the three is that you know where you’re going. I always call this the road map because if you’re off and you don’t know where you’re going or what you’re supposed to say, as long as you remember those three headings and you go to a problem or you get to the solution or you get people to act, you can start from any of the three. It’s just great. It takes a lot of the pain out of the interviews and gets people to be on track.

Now, I know we’re about an hour, and I have a lot of other exciting stuff I want to get to including the pitching part, very important.  Now, why did I start with the media training part and getting your messages together and talking about those headlines? Because I always like to practice what I preach. I talked about beginning with the end in mind.

The end is having you be more media ready, and you need to think like a media person. You need to have your answers together to know what you’re going to say before even doing a pitch.  So, I’d be doing a huge disservice if I started with this and you didn’t have a clear sense of what you wanted to pitch them.  Then, you went out there, and they said, “Sounds good. We’ll use it.” Then, you say, “Uh.” That wouldn’t work.

Okay. Pitching the media, what works, what doesn’t. This is an actual e-mail that came to me. I change the name and phone number to protect the innocent, but these are actual e-mails that came to me when I was a producer. So, here’s the subject line. Pay attention very slowly so you don’t make the same mistake. Subject line: “Is the US headed for a similar merger with Canada and Mexico?”

Alright, I did work on a morning show in one of the cable networks at that time, and I was paying attention to the news. From that subject line, it did not compel me to open it, and I had no idea what they were talking about. Similar to what? What is going on? Then, once I opened it, they clutter up what I call the first ifall of the e-mail with “For immediate release”. Of course, it’s for immediate release.  You just e-mailed it to me. It’s not 1910. Extra, extra, read all about it.