"Would
You Rather Be Rich or Famous?
This is Not a Trick Question"
by Mark Joyner
"Champagne wishes and caviar dreams..."
Our fascination with the "Lifestyles of the Rich and Famous"
kept us riveted to the TV screen for 9 years as Robin Leach entertained
us with mouth-watering glimpses of how the rich and famous live.
Most of us yearn for wealth and fame, and yet secretly believe
that those commodities are beyond our reach -- that they are reserved
for others, not us.
What if I told you that most of the rich and famous people in
the world became rich and famous simply because they knew how
to ethically influence the media? And what if I told you that
if you could learn their publicity secrets, wealth and fame are
yours for the asking?
The truth is, there is no method more powerful or less costly
for creating fame or fortune than publicity
Publicity starts with a news release. The news release is one
of the world's best marketing tools, but is also that wretched
thing that often shatters the hopes of all who dare to seek publicity.
But stick with me and I'll show you how to get the upper hand
that will put you far ahead of all others who have tried and failed.
Most experienced business people have a story to tell about their
attempts at getting publicity -- and it always ends with the same
question: "Why do I even bother?"
The fact is that millions of dollars worth of publicity is available
to anyone who knows how to get it. One person I know who has the
best batting average at getting publicity is Paul Krupin. Paul's
PR client list consists of the largest roster of rags-to-riches
people and companies ever to be assembled in one place.
Paul reveals the sobering fact that 90% or more of the news releases
received by editors end up in the trash. According to Paul, nothing
annoys busy editors more than news releases that are poorly written.
More particularly, there are 3 mistakes -- and these are serious,
fatal errors that most people make with news releases.
- Your news releases talk about you too much. They say me,
me, me -- or my product, my product, my product.
- Your news releases are an advertisement. They sell, sell,
sell.
- You're sending your news releases to the wrong media.
Okay, so you've made some or all of these mistakes at one time
or another. But don't worry, it's not just you. Most people fail
to focus on the needs of the editor. They don't create information
that is aimed at the editor's audience. So they fail to get the
editor's attention, and ultimately fail to get publicity.
How then can you make sure that your news release does not end
up as a statistic?
Your news release should be about one thing only -- news. If
you have a newsworthy angle, it hooks the editor into reading
every word of your news release. Make the subject of your headline
sound as big and as startling as possible. You need to make a
huge impact because you just don't know what other news releases
you may be competing against at any given time.
Your product can then ride on the strength of the news angle.
Use the soft sell approach so that your news release will not
be regarded as an advertisement.
Never tell the whole story in your news release. Instead, generate
a curiosity that must be satisfied. This is the principle of cognitive
dissonance that I teach in-depth in 1001 Killer Internet Marketing
Tactics. If you create dissonance in the mind of the editor with
an unanswered question, the editor must resolve that conflict
by seeking the answer; i.e., by calling you.
Before you send out your news releases, hand pick your target
media with surgical precision. This is crucial. Getting publicity
is not a numbers game. It's not how many copies of your news release
you can broadcast at once, but whom you send it to that matters.
The most well-crafted news release will be trash-bound if you
send it to the wrong segments of the media.
Do yourself a big favor. Do not read those mediocre how-to books
on publicity that are available everywhere. The only thing you'll
learn from them is how to get your news release thrown into the
trash. My theory is that a few decades ago, some misguided person
from the school of "Those who can, do -- those who can't,
teach" wrote a book on how to write news releases. Then someone
else took the same myths and fallacies, and wrote yet another
version of the book. Pretty soon, there
was a flood of how-to books on publicity -- all rehashing the
same old dreary methods that simply don't work.
Instead, study the PR campaigns of those who have been extremely
successful at getting publicity. Study their news releases to
find elements that you can emulate for your purposes. Find out
the media targets they sent their releases to.
It is immensely easier, faster, and less expensive to learn,
model, and achieve success by following in the footsteps of those
who have been successful than it is to learn how to succeed by
trial and error. Don't buy into publicity theory. Go with the
hard facts -- those strategies that have been proven to work.
Paul Krupin is a guy who's made all the mistakes that can possibly
be made in seeking publicity. As a result, he has amassed an entirely
unique approach to publicity, most of which is light years ahead
of all other information that you've read on the subject. Paul
has emerged as one of the leading PR and Media Consultants, and
has authored the definitive guide to achieving publicity, "Trash
Proof News Releases."
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