8: PUBLICITY
The master media manipulators
How I secured an $80 000 contract from one article
I always have a full-length mirror next to the camera when I'm doing publicity stills. That way, I know how I look.
— Marilyn Monroe
How do tens of thousands of experts and their businesses come to be featured in countless publications and on TV and radio shows every year, becoming the go-to experts within their fields?
Many believe, ‘So long as your business is unique, that's what's important!' But how many do you know who have unique stories that go unnoticed, unrecognised — and unpaid? Some say, ‘It takes expensive publicists with influential contacts, and I'll never have the funds to employ them'. I'm here to tell you that these people are wrong.
In walked the media
After a few short hours of broken sleep I made my way through Times Square to the Hotel Pennsylvania on 7th Avenue, opposite Madison Square Garden. It could have been a hotel out of a horror movie. Four American flags rippled in the breeze between the grand columns of its looming facade. Its hallways were filled with Art Deco paintings and fixtures.
The media contingent filed into the vast conference room on the top floor of the hotel, taking their seats before the long tables that spread from stage left to right, as if at a world summit waiting to pledge their allegiance to their country. There were producers from The View,Good Morning America,Today and Fox News, journalists and editors from Fast Company and Time magazine, and representatives from at least three prominent publishing houses. It was Steve Harrison's National Publicity Summit, which brought together a select group of media players twice a year.
I sat in the audience ready to take notes as if they were about to spew forth gold. Each of them had 120 seconds to tell us precisely how they wanted us to pitch to them in the breakout sessions we were to attend later. Here each of us would have just 60 seconds to make an impression that could potentially win us international coverage.
Face time with these players offered participants a chance to take an unknown brand into the stratosphere, to influence a country, or destroy the brand in one fell swoop. These people had audiences ranging from one million to over three million viewers per day. This wasn't the little leagues. It was time to play with the big boys and girls in the field, to step up or go home.
Unleash the agent globally: why you need publicity — and fast
Publicity is one of the fastest and most affordable ways for an agent of influence to get their message out into the marketplace and dramatically boost their sales. It doesn't matter what your message is, where you live in the world or what product you have, there are thousands of opportunities for you to make your mark and leverage your time. Publicity — marketing in ways that can shape careers overnight and change lives — is one of the critical strategies we have covered in previous chapters.
As we saw with Rhonda Byrne and The Secret, it can instantly put your products and services, and you yourself, in front of millions of prospective customers. The boost to your credibility can then be leveraged to help increase your online conversion rates instantly. A short interview conducted over the telephone or using Skype, needing little preparation, can be worth tens of thousands of dollars in sales and coverage. This is the essence of the Flee 9 to 5 message: it maximises time and reach for revenue no matter where you live.
In this chapter I will let you inside the dark and manipulative world of the media, and teach you how, with little effort and time, you can use it to your advantage — to put you in front of your prospective clients weekly on a mass scale. I'll share with you my own unique experiences, from being on both sides of the camera and the interview chair, as a host and a columnist, to working with insider contacts in TV, radio and print who have shared with me the inner workings of the game, right through to pitching to some of the biggest media in the world. Stories of success and, of course, of failure too.
The great news is that you don't have to spend countless hours writing press releases or making endless phone calls. I'll set you on the right path, so that after you take a few simple but critical steps towards making your personal brand magnetic, it will be the media who will be contacting you.
But before we get to that, let's take a look at our six core objectives for the next step in our journey together.
Six reasons why the mainstream media is critical to your success
Credibility is a basic survival tool.
— Rebecca Solnit
Having successfully secured publicity for my clients in media as diverse as The Huffington Post,Vogue,Marie Claire,CLEO,The Sydney Morning Herald,Woman's Day and The Herald Sun as well as with countless TV and radio shows, magazines and prominent blogs internationally, I know what it takes to get publicity and I know what it can do for an up-and-coming agent of influence. There are many reasons why getting media coverage is critical, but none is more important than the following six reasons.
1. Instant credibility: skip to the head of the line
Like a university degree, media coverage can provide credibility. If a producer, editor or journalist is willing to feature someone in their publication or on their show in front of hundreds of thousands, if not millions, then they already perceive that person as having credibility. I have seen publicity fast-track careers, help secure book deals and paid speaking engagements, boost sales and create public profiles that can then be leveraged to launch a person's next big career move, or indeed allow them to take time off to focus on other passions. Just one feature column, appearance or interview can change everything in hours — not days, weeks, months or even years.
2. Increased conversion rates: improve your profits
Any media coverage obtained can be featured across your products, blog, social media pages and websites, and automatically translates into an increase in conversion rates — in many cases upwards of 5 per cent, which we now know is a lot in online marketing. It ultimately influences purchasing decisions, especially for people who are undecided on whether or not to proceed to your online shopping cart. This exposure sets you apart from other experts in your field. It takes you to the front of the line, skipping past your competitors, who will be wondering where the hell you came from. And believe me, getting good coverage can be a challenge, but only when you don't know what you're doing.
3. Spread the word: build your following en masse
Just like social media, by tying mainstream media coverage back to your website and social media channels you can quickly feed thousands of new prospects into your ascension marketing model for free. In each media interview you do, if possible always mention that there are free resources available on your website. Some media outlets will allow you to do this; others may not, but there is no harm in trying. If you don't ask, you don't get — it's that simple.
4. Speaking engagements: share your message on stage
One of the major benefits of being an agent of influence is being invited to speak at events and getting paid for doing what you love — upwards of $2000 in many cases. Top speakers and high-profile individuals can command anywhere from $50 000 to $100 000 or more — a big incentive to work and play in this amazing space. Getting media coverage for your brand helps to capture the attention of conference organisers and CEOs who run regular events in which you can extend your reach and your message and connect directly with your fan base. Two prominent millionaires I work with continue to use this as a strategy from time to time to reconnect with their audience and create a buzz in the ‘real world' as well as the digital one, and to drive a dramatic boost in sales and exposure. And each new presentation you make is also a potential product. You get paid not only to speak in front of an audience but also to create new content. Win–win.
5. Endorsement deals: get paid to promote
Over the years, I have leveraged my profile to secure free filming, websites, venue hire, photographic packages, clothes and, yes, even free laser hair treatments! (FYI, I no longer look like Chewbacca!) And, if you're starting out on a budget, know that not having a massive lump sum to invest to get started is not an excuse to fall behind in the progress department; rather, it is a reason to look for other, more creative ways to make it work.
Just as you are looking for a break to gain greater exposure, remind yourself that others are doing the same. Teaming up with high-profile individuals and companies gives you an opportunity to attract endorsement deals and break through doors that would otherwise be closed to you. It gives you bargaining power to take the next big step up. Think about other businesses within your industry that offer complementary products and services, and how you could both benefit from teaming up in new and creative ways to reach your audiences together.
6. Increase what you charge and attract high-paying clients
In marketing, perception is everything, and to be successful you must manipulate and manage how you are perceived in the marketplace, because if you don't, others will. One piece of publicity can be utilised to increase what you charge — particularly for services. Strategically mentioning specific media coverage throughout presentations, products, press releases and social media helps shape the way you are perceived. One article I wrote for a little-known business magazine a while ago resulted in my securing an international contract with a remote client worth over $80 000, for less than ten hours of telephone and/or email consulting per month for one year — all from a piece that took me less than two hours to write. Remember, it's not what you charge, it's the value that you provide that makes the difference — and how you demonstrate that value publicly so people know you're the go-to person in your industry. A little article for a small audience can result in a big payoff.
Brand revolution: crafting the celebrity brand that pays
A definitive moment in my career was when I changed my website image from a boring profile shot to one in which I had my top off, a noticeably raised eyebrow, and masking tape over my mouth with the words ‘limited edition' written on it. Within a few days my subscriber list grew dramatically, and within three short months I had been approached by three TV producers.
Why? Because the image successfully communicated a side of my personality that could not be captured in a conventional image, and it aligned with my personal brand and values of being adventurous, daring and groundbreaking.
Every agent must have an image that stands out and grabs people's attention in a way that is well thought-out and, more importantly, well executed. It is about expressing your internal world externally, and when the two align, absolutely nothing can stop you. Your brand becomes magnetic. This alignment immediately piques people's interest and garners new attention.
Now, do you have to take your top off? No! But you do need to think of an edgy way to get your message across through your images. It is the ‘packaged you' that gets presented to the media. You are packaging the intangible, the essence of who you are — a version of you that has mass appeal and that is potentially polarising but also eye-catching. Without this imagery, the task of getting publicity suddenly becomes much harder, especially on visual platforms like TV, print and online. This image will not only express who you are but convey your brand message, which will help your tribe find and connect with you.
For example, when working with Leon and Patrick Harvey from Sukkie — a more tooth-friendly sports drink — we were able to push the boundaries in significant ways. I suggested the idea of a picture of Leon suited up as an entrepreneur squeezing a bottle of raspberry-flavoured Sukkie all over himself, against a bright white backdrop so the product and Leon popped. The image immediately captures one's attention and the spirit of a groundbreaking brand that is entering a competitive market without the millions in backing that larger competitors like Gatorade have. It's not about the money. It's about ideas that can shift perception and capture audiences in new, unexpected and fun ways — even if you are on a budget.
In our very first conversation Danette, the former Oprah producer, said to me after having a look at my website, ‘Ben, you meet the criteria a great producer looks for: (1) you're interesting, (2) we can see where you fit and (3) you look great on camera'. It was something I'd worked for years to achieve: a groomed, amplified version of myself that connects.
The three pillars of PR success: the breakdown
Let's delve into each of these components in depth now.
1. Become interesting
Almost every day I come across individuals who are apologising for who they are simply through the way they stand and speak and stay out of the limelight. And, if you have the personality of a toaster, we have a problem. To be a stand-out in the media, you need to be a stand-out in your own eyes. Whether you're an introvert or an extrovert is irrelevant; these skills can be taught and groomed. It's not about being arrogant, it's about being self-assured, secure in the knowledge that you know your stuff, and if there are gaps in your education you immediately know how to fill them. This helps to build confidence and draw out the ‘interesting' aspects of your true personality that you may have been too afraid to share because of a fear of being judged.
Being ‘interesting' is at the heart of winning publicity. The media is forever seeking interesting people and stories — stories that you can comment on as an expert in your field. And it's not just about the story, it's also about the angle and the specific media that take up the idea. Matching an interesting personality with an interesting story makes for a winning combination that many have found hard to achieve, until now.
What can you discuss in the media?
To start, reverse engineer. Look at the core product or service you generate most of your profits from, identify its core message, then create stories associated with this message to take to the media. For example, Melissa is a hypnotist. One of her products helps with weight loss. The core message, or ‘tool' if you like, is hypnotherapy, which can be applied to weight loss. This linkage presents a potential news story. It also guarantees that there's a direct tie-in with your product or service to help drive sales, instead of a haphazard attempt at getting publicity.
It also helps you become ‘known' quickly as an expert in a specific area. Once you've identified your core message or tool, identify the types of topics in your area of expertise that you can discuss in the media. Think for a moment. Can you comment on any of the following within your industry?
- the release of a groundbreaking product or service, and why it's going to transform your industry
- solutions to a negative news story
- an event that involves a charity
- commentary on a breaking political or celebrity story
- the introduction of an unpopular approach to an old problem
- rising above adversity (Be your own case study: how did you overcome a personal or professional challenge, and how can you share this knowledge with the rest of the world? This then feeds into your ascension marketing model. Tie it in with a breaking news topic to make it immediately relevant.)
- the industry elephant in the room that nobody is willing to talk about
- top tips that can help a media audience solve a common problem.
And that's just the beginning. Next we take the idea and make it more interesting by packaging it using a few keywords to capture the media's interest. But first …
Who's on your media hit list?
Before we package it, it's time to do some research. Which media platform would gain you the greatest amount of exposure in front of your specific target audience? Now create what I call ‘your media hit list' of the top 10 publications, TV or radio shows, blogs or online media that would best help you achieve your objective.
This one step will save you a lot of time later and immediately position you for greater success. Why? Because you're instantly relevant to them! They're used to covering stories within your niche, which makes you a perfect candidate for future features, because you're a natural fit. In other words, don't try to cram a square peg into a round hole, which is what 99 per cent of people do.
Once you've identified your list, it's time to watch, read or listen to each one to find out how they position their story ideas, because now it's time to package yours.
What will you pitch?
Let's say you've completed your homework, which shouldn't take you more than an hour or so to refine (if you haven't already done so). It's now time to create a pitch or write a press release. Tragically this is where many get stuck …
Personally I find this the most exciting part of gaining media coverage. Your pitch will be a very short email (usually under 300 words), in which you will sell a media producer or editor a story idea or something you could comment on, or provide additional resources for an article or segment idea they might feature. In a press release this idea will be developed and distributed via email to the wider media, including through online channels such as www.prweb.com. A mix of both types of communication will ensure all bases are covered. To get a free press release template and to find out more on how you can get your hands on media contact lists to help make it easy to get your pitches and releases in front of top producers, editors and journalists, visit www.benangel.com.au/flee9-5.
Because the press release is simply an expanded version of a pitch written in an email, we will focus first on how to come up with a winning formula. Base your own pitches and releases on the formula your targeted media use.
This ‘formula' will include the writing style and conventions adopted by a particular media outlet — for example, the way it uses headlines that draw large audiences to its network or publication. It's often the headlines on the front of the magazine that help it to sell millions of copies. They are well researched — nothing is left to chance. To help come up with fresh new ideas so you can see how a formula is created, check out these fill-in-the-blank formula ideas.
Six publicity formulas you can use to help you get more media coverage
As you can see, such headlines are short, punchy and straight to the point, and they can help you get your foot in the door. I have a huge list of formula ideas I refer to regularly that helps me come up with pitch ideas and headings for press releases at a moment's notice. Remember, timing is everything in the media and in most instances, if you don't provide your commentary on a breaking news story within the first few hours, you've missed the boat. You can turn your headline into a brief email pitch or write a press release based on the topic.
Using the formulas I've listed as models, start to formulate ideas that you could take to the media. Next, think about the personality you bring to the mix. The consistent advice I've received from media people in all fields is, ‘Just be yourself'. It rings like a mantra in this area, being repeated over and over again, until… one day it finally clicks and sinks in. While we do need to groom ourselves for the media we are approaching, it is when we bring our own personality and a new angle to an old subject that things begin to fall into place and pick up pace. Being yourself in the public eye takes practice, but I'll get into that in the next chapter.
2. How you fit: stereotype yourself before you get typecast
In real life, I'm not super-posh but if that's the stereotype, I really don't care. It could be worse.
— Sophie Ellis-Bextor
We've all been taught that it's rude to stereotype others and place them in a box. But if the media can't stereotype you and work out where you fit in their publication, show or news story, in their eyes you won't belong in their world. If you do not stereotype yourself, the media will surely typecast you … if you can get that far in the first place. The media must identify you in a story or article by your role or title, in order to place you in ‘context' so that the audience will understand why you're commenting on it; otherwise your involvement in the story or feature does not make sense.
When approaching the media, clearly identify yourself as a particular expert within a particular field. My client Dr Rebecca Harwin is an expert on polycystic ovarian syndrome (PCOS). This unique niche has secured her coverage in magazines from Vogue and Women's Health right through to the Body & Soul lift-out of a major Australian newspaper. Let's begin now:
How do you want the media to introduce you? For example:
- ‘Dale Freemantle, a prominent sales expert, says …'
- ‘Melanie Jacobs, a leading hypnotherapist, says …'
Now it's your turn.
‘_______________________ [name], a ____________________,
says … '
When my clients have stereotyped themselves it immediately changes market perceptions of them: they become ‘known' for and linked to something specific, which leads to paid speaking engagements, online product sales and high-paid consulting projects, from which they can pick and choose because they are suddenly in demand. This is the first step in manipulating the media for your cause. You need to take the first step — before you fall victim to their typecasting.
3. How you look: look the part or lose the part
The secret to modeling is not being perfect. What one needs is a face that people can identify in a second. You have to be given what's needed by nature, and what's needed is to bring something new.
— Karl Lagerfeld
So you've positioned yourself for success by way of the topics you can discuss in the media and the unique and interesting personality and ideas you bring to your topic, along with knowing how to stereotype yourself so you find a place in the media landscape. Now we have to look at how you're visually packaged. Images needed to get copious amounts of coverage to pique the interest of key influencers include:
- interesting, high-quality pictures of you, as the expert in your field, that bring out your personality
- short (three- to four-minute) video clips in which you're speaking straight to camera or being interviewed on your subject of expertise
- an online media page that includes your video content, images, past media coverage and possible story ideas.
The three tools we've discussed help the media immediately position you in their publication or on their show, where you can demonstrate your knowledge and look great on camera. The golden rule is if you don't look like what you do, no one will trust you and the media, as well as potential clients, will overlook you. Look like the expert you are and the media will feature you as the expert you are. You are interview ready.
For tips on dressing for your industry, get your free copy of Sleeping Your Way to The Top in Business by visiting www.benangel.com.au.
I was flat-out rejected!
I'd just pitched to the producer of The View, one of America's biggest daytime talk shows, which then featured Barbara Walters, Whoopi Goldberg, Joy Behar and Elisabeth Hasselbeck. He spoke faster than all of the women combined and even with my five-hour energy drink I was scarcely able to keep up, given it was now 3 am back home in Melbourne, Australia.
But this wasn't going to stop me. I mean, what's the worst that could happen? I could be rejected by one of the biggest TV producers in the world. Oh wait, it just did happen. And, well, it wasn't that bad.
In that moment I decided to march right up to a publisher who was also at the conference. I gave him a 20-second pitch just as he was about to leave … a pitch that many months later would change my life.
Publicity is one of the fastest and most affordable ways to get your message out into the marketplace and dramatically boost sales; handled well, it can change your life overnight. Use your own visual imagery as a catalyst to convey your brand message, help your tribe find and connect with you, and transform your career. Remember the three pillars of PR success: be an interesting personality with an interesting story to tell; stereotype yourself so the media can see where you fit and the value you can offer them; look the part by packaging yourself in a credible and engaging way.