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Get the Media to Do Your Marketing for You P3

  • 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.”

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