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Get the Media to Do Your Marketing for You P6

  • 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.

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