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Get the Media to Do Your Marketing for You P7

  • 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.

 

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