Why Publicity Still Works

Dan JanalAuthor U Extravaganza

May 3, 2013

Myth #1

• I’m not good enough to get publicity• I’m not smart enough to get publicity• There’s someone better on this topic than I am

Myth Buster #1

• Reporters use the most interesting comments from the people who respond

• Interesting trumps credentials every time• You’ve written a book; you’re credentialed• Most reporters wish they could write a book• They hold you in high regard

Myth #2

• Reporters don’t want to hear from me• I’m a nobody• I’ve never been on Oprah

Myth #2 Buster

Reporters are looking for you!• Need new sources• Can’t quote the same old

people all the time• Need new angles• Need new ideas

Myth #3

• I don’t know where to find reporters

Myth #3 buster

• Many services connect you with reporters– PR LEADS, HARO, Pitch Engine, etc.– Find reporters on Facebook, Twitter, Media

Websites– It’s never been easier to strike up a conversation

with reporters

Myth #4

• I don’t know what to say

Myth #4 Buster

• You wrote a book, you have more than enough to say!

• You have to frame and mold your ideas to meet the needs of the reporter

• Get a media coach to help

Does the media still matter?

• Eskimos have “30” words for “snow”• There are “30” words for “media”• It’s a whole new ball game with new rules• Good news is that the new media helps you.• Better news: There is no bad news.

Earned Media

• Articles written about you by reporters– Generated by PR LEADS,

HARO, PR firm, Reporter’s ingenuity

– Build credibility– Build visibility– NEW – You earn media in

• Social retweets• Search engine listings• Create discussions

• Add nytimes, google

• Anyone can produce content• Reporters/Media provide context, not just

content• They act as a filter from all the data and info

Paid Media

• Sponsored articles– Press Releases

• Printed on media websites – so you get credibility

• Indexed on Google – so you get found

• Read by prospects – so you get sales

– Ads, PPC, banners– Sponsorships– Results

Press Release Myth #1

• You have to have “news”• False: You have to be interesting• Solution: How to articles can be turned into

press releases

Press release tips for new books

• Don’t focus on the book• Focus on the content• Weave in book details• Use keywords• Share your results

• Google ranks press releases high on search results

• What would your prospects think of your if they saw Wall Street Journal as first listing for your topic?

• Steve Juetten, financial planner, author

• Steve's email list has grown by 42%

• Queries for new business have jumped nicely. Steve's sell cycle is fairly long, and he is very pleased with the number of new, qualified prospects he is meeting.

Owned Media – You as Publisher• Content Is Your Foundation• Create your brand• Create content for life• Create evergreen materials

– Blogs– Articles– Press releases– Pictures– Infographics– Ebooks– Website– Webinars– Teleseminars– Transcripts– Slideshare

Social Media

• Original thoughts• Links to your blog posts• Repurposing of others’ comments and articles • Benefits– You are a publisher– You are a personality – not a faceless brand– Your comments are indexed on Google

Shared Media

• Content you share with social media friends

A typical email box – shared media

CommProBiz

Everyone is a publisher

• You publish on your blog and social media• You publish your own books• You re-publish other people comments and

articles (isn’t that what a publisher does?)

Clever Ways to Take Advantage of the Media and Get Visibility

Become a reporter’s BFF

• Follow reporters– Blogs• Comment on articles, blogs, editorials and letters to

editor• Add relevant info• You’ll stand out from the crowd• You’ll be the first person reporters reach out to for

comments• Twitter, Facebook, LinkedIn

Get to know your target reporters

Get active on Google+

• Google search engine indexes Google+ posts

Google Authorship

• Simple command adds your picture and number of Google+ circles you are in to Google searches

• Add the “rel author” tag to your articles, blog

• Benefit: • You stand out visually• You have social proof

Add keywords to articles

• Google thrives on keywords

• Use free Google Ad Words tool to find popular words

• Work the words into your content

• Headline and first paragraph are most important

• 1 link per 100 words: best practice

Tell the world you got media!

• Put articles in book proposals, sales kits, speaker promo packs

• Put links to articles on your website

• Don’t bury it!• Use a dedicated “media

page” to display all your media mentions

Tell reporters you are a media darling

• Let them know where you’ve been quoted

• If you’re good enough for Oprah, you’re good enough for me!

• Reporters don’t want to be burned. They want to quote people who know how to play the game

Fill out your profiles

• Amazon author page• LinkedIn• Social media sites• What’s your sm

persona? – Professional?– Whimsical?– Emotional?– Irritating? – Anonymous?

Use your media in your intro

• Jack Canfield• “Behind the empire Time

Magazine called the "publishing phenomenon of the decade" is America's leading expert in creating peak performance for entrepreneurs, corporate leaders, managers, sales professionals, corporate employees, and educators.

Make it easy for reporters to find you

• Add a media section on your website

• Laura Stack– Earned articles– Press releases– Articles she wrote– Questions to ask her– Pictures in different

formats– Much, much more

• The Productivity Pro.com

If a reporter contacts you…

• Drop everything and reply to them

• They are on deadline and will go to the next person if you are “too busy”

• Alert support personal to get you

Publicity still matters

• Builds credibility• Enhances visibility• Helps make sales• Shows the world that

you are the expert that you are

Final Reason: Google

• Get into to the mind of a person searching for Google.

• What are they looking for?

• How do they refine their search?

• Will they find you?

My Invitation

• Two hours of coaching with me • Learn how to find your unique media message so

reporters want to write about you and review your book• Find out how to create the best keywords so you can get

found on Google• Media training so you know what to say to reporters

and how to say it• We’ll create your 12-month editorial calendar so you

always know what to write about. Never have writer’s block again

• Normally, $300 per hour or $600 for 2 hours• Show special – only $295

• Offer expires when Author U Extravagannza 2013 show ends

• If you’d like slides, please put your biz card in my fishbowl.

• You’ll also get my weekly publicity tips newsletter

• I never sell my list • Write “no news” if you

don’t want newsletter

• For info, go to: • http://www.PressReleaseSender.com • 952-380-9844