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Get the Media to Do Your Marketing for You P4

  • 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.

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