DOTTIE WALTERS' SPEAK & GROW RICH
Monthly E-News

September  2003

For Professional Speakers, Authors, and Consultants
FROM THE PUBLISHERS OF SHARING IDEAS NEWSMAGAZINE
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In this issue...
1. Publicity Ideas for Your Speaking Career- Dottie Walters, CSP
2. 4 Steps to turn PR into Instant, Profit - Tami De Palma
3. Dispel Those Publicity Myths - Pam Lontos
4. What's Next
5. Upcoming events with Dottie Walters
6. More resources for Speakers, Authors, and Consultants
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"Whatever you do, do it with all your might. Work at it, early and late, in
season and out of season, not leaving a stone unturned, and never deferring for a single hour that which can be done just as well now."
P.T. Barnum
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Publicity Ideas for Speakers
by Dottie Walters, CSP

1. Consider sending out press releases to the local newspapers where you will be speaking. When I presented a series of Speak and Grow Rich Seminars in Malaysia, the library helped me track down the name and e-mail of the major local business journal in Kuala Lumpur where I was to speak. I sent out a release about my topic, the site of the presentation, and my sponsor's name and address. The journal sent a message back at once and asked for a picture. The printed article nearly filled a page, and our sponsor that brought me in obtained many additional seminar sign ups from my effort on their behalf.

2. Track down the names of radio stations in the city where you will be speaking. Often public libraries or telephone books have such directories. Send outa press release similar to the one outlined above. Follow up with a phone call to the talk show host at that station. When I am on the air I always give out the phone number of who is sponsoring my program. Be sure to let your sponsoring organization know you are doing this publicity. They will be delighted to have you pulling on the oars with them.

3. Keep your eyes sharp when you look at your own area's large daily and business newspapers. When you see a column with a byline, tear out the article. This byline columnist may only work for the local paper, or the column may be syndicated all across the US Call the local newspaper and ask for the byline columnist. The newspaper will give you that person's e-mail. You will find an answering machine number listed when you call. Always start with a compliment for their column when you leave your message. Then tell them about your unusual topic. Leave your name and phone number. Don't forget the angle of "Local Boy or Girl Makes Good" if this is a local columnist. On several occasions I have obtained half-page color stories using this method. Also do this when you read magazines. Watch for the byline columnists—they are always searching for
interesting material. Think of the cost of this sort of publicity if you tried to buy it as ad space! 
 
4. Most speakers and speakers bureaus purchase the directories of Association Meeting Planners http://thesalesmansguide.com. The association planners host many conventions throughout North America and across the globe. Nearly all of these associations publish monthly magazines. Most are printed; some now delivered electronically. My experience has been that the editor is accessible via phone. When you call, inquire about the most pressing problems their members currently face.  Then explain that you are an expert on one of their problems
and offer to submit an article. Ask for their specs. This means the number of words, and if they would like your picture with the article. If possible put a "bounce back" box at the end of your story. Offer something free. We wrote an article about speaker expenses for one association magazine. The magazine had its artist add a beautiful color cartoon of a meeting planner surfing on a big dollar bill.  At the end our in "bounce back" we offered a free list of other ideas on this subject, if they would call our bureau office. The article was only 200 words. Yes, we had a tremendous response, every one of which was an invitation for our bureau to find speakers for upcoming events.

5. My grandmother used to say to me, "Politeness is to do and say the kindest thing- in the kindest way." When you send a thank you note, card or small gift to the editor of a magazine who ran your article, to the byline columnist, or to the radio show host who interviewed you … you are using one-on-one publicity power. One radio interviewer told me my thank you was the only one he had ever had!  Be the one who remembers, who appreciates (literally, "To raise in value"). When you "depreciate" something you lower its value.  Your choice.
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4 Steps to turn PR into Instant, Profit
How to Avoid What Most Experts Can't Escape -
"Great Interviews" / No Money
by Tami DePalma
http://MarketAbility.com
Co-author - 5th Edition of MAXIMUM EXPOSURE Marketing System
http://MX-TheMatrix.com

Build Your PR-Profit Support System
1. Design a product-oriented website with an easy-to-remember URL.
2. Offer a specific, compelling FREE Report that the listeners WANT, not what they NEED. (There IS a difference!)
3. Develop and deliver Automated Profit Sequences through your website to transform prospects to buyers.

Book the Interviews!
Develop "media hooks" to grab attention of radio hosts and producers,
enticing them to call to book you. Use cost effective tools like Radio TV Interview Report (RTIR) and MarketAbility’s PR QuickStart Campaign (www.MarketAbility.com) to repeatedly get your message out, into the minds of the producers andhosts who book guests.

Control EVERY Interview
* "Don't call us, we’ll call you." Take control of the interview by calling
the studio line 5 minutes before the interview.
* Provide Interview Questions
* Prepare Your Answers.  EVERY answer to the questions you provide hosts should offer solid information to listeners, while teasing the host AND listener to want more.
* Appropriately Plug Your Product. Don’t wait for the host to do it. That’s
YOUR job.
* Remember that FREE report from "Build Your PR-Profit Support System?" If you give their listeners something valuable, something free, radio hosts will let you mention it on-air (and sometimes even mention it for you)!
* Make your shows longer by teasing the host (and the audience). For example, say "That’s a big topic. Maybe we can cover the basics now, and really dive into the heart of it in the next segment."
* Avoid questions that don’t help you by saying "That’s a great question,
host. But your listeners could be headed for danger if they don’t understand the basics first. Here are the basics . . ."

Call To Action
* At the end of a show, most hosts ask "So, Ms. Expert. Where can my
listeners get your book?" If they don’t, you’d better ask . . . quickly and
confidently! (Don’t ever expect host to plug for you.)
* Don’t confuse. Listen to a few radio interviews. Most guests say that their book is available bookstores, at Amazon.com, at the publisher’s website or through an 800 number. This confuses the listener! In alignment with your book publishing goals, pick where YOU want them to order – ONE PLACE! – and send them there. Don’t give too many options.
* Know your Call-To-Action in your sleep. (Some of your interviews may even be conducted in your sleep!)

Tami DePalma is partner of MarketAbility.com and co-author of MAXIMUM
EXPOSURE Marketing System, the teleconference series that reveals the 7 simple steps to becoming an automatic bestseller. This book industry veteran has gotten her clients $221 MILLION in FREE publicity – Live! With Regis, The Jenny Jones Show, The Today Show, New York Times, Wall Street Journal, more than 5,000 radio shows, multiple magazine cover stories, she herself has graced the cover of Woman’s World Magazine. Get the F-R-E-E article: By This Time Next Month You Could Have a Bestselling Book at: http://www.marketability.com/bestseller.html .
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Dispel Those Publicity Myths:
Get Your Speaking Career the Attention it Deserves
by Pam Lontos
http://prpr.net

Every speaker needs a cost-effective way to keep their name in front of their prospects and clients. For many speakers, publicity is the key to such recognition and awareness. Unfortunately, because of the many myths that shroud the whole concept of publicity, many speakers either fail to seek it out, or they approach their publicity efforts with outdated techniques. Before you can get your speaking career the publicity it deserves, you need to separate the PR facts from the media fiction. Below are the most common publicity myths and the truths behind them.

Myth #1.  I need a book to be perceived as the expert. While it’s true that well-known authors are commonly quoted in magazine and
trade journal articles, the fact is that you don’t need a published book in
order to attract the media’s attention. Realize that editors only care about what information you can give their readers, not your book or lack thereof. So as long as your information is timely, interesting, and will benefit the publication’s target audience, the editor or reporter will be eager to speak with you.

Myth #2.  I will become famous from that one big hit.
Getting mentioned in or interviewed by a major national publication with a
circulation of over one million readers is certainly impressive. But will such a stroke of luck make you a household name? Not likely. To become a household name, you need to develop top-of-mind awareness. What is top-of-mind awareness? It’s when people think of you first to fulfill their meeting’s needs. It’s when magazines quote you and publish your articles, and when radio and TV shows feature you as a guest expert. It’s when meeting planners and prospects say, "I’ve seen your name everywhere." But most important, it’s when people book you as a speaker because they know your name and perceive you as a leader. The only way to get top of mind awareness (to become famous) is through constant exposure in a variety of publications.

Myth #3.  I need to use big words to impress the interviewer.
In most cases, the person interviewing you, as well as the publication’s
readers, are not as intimate with your industry or topic as you are. Therefore, they need the information you give them to be understandable and at a layperson’s comprehension level. The best approach is to avoid speaking with industry jargon or using techno-terms. Instead, speak as if you were explaining something for the first time. The simpler you can make your information, the better your chances of being quoted as the expert source.

Myth #4.  I need a unique theory or insight.
While you don’t want to rehash old news, there’s no need to wrack your brain for a totally new theory or perspective. The best approach is to present your findings, opinions, or topic of expertise in a new light or one that may be close to someone else's, but that catches the reporter or editor’s interest. Perhaps you have information that can refute a recent claim or that shows how a current business or societal challenge is affecting the publication’s target readership. When you simply put a new spin on a current theory or insight that interests the publication’s readers, reporters will want to present your findings.

Myth #5.  I can’t get into that publication
It’s common for speakers, especially new speakers, to feel intimidated by the big name publications. They envision high-powered magazine editors schmoozing with big company CEOs and lining up interviews with well-known figureheads for the next six months. In reality, editors scramble daily to find people to interview who have knowledge on the latest trends and topics. Realize too that editors must find new and exciting people to interview either weekly or monthly, so the more knowledgeable people they can add to their database, the better.
Make yourself stand out as a reliable information source and you will get the media’s attention.

Myth #6.  Small publications don't matter.
Small publications are just as important as the big ones. Why? Because you never know who reads them. You may think that a magazine with only a 10,000-15,000 circulation could never get you the kind of publicity you want, but what if half of those readers were meeting planners in your target industries? Even better, what if your interview or article in a small publication prompted an editor from a large publication to call you? So target small publications as well as the large ones. As long as your information is interesting and accurate, you will gain more attention and get the publicity you need.

Pam Lontos is owner of PR/PR, a public relations firm that specializes in
professional speakers and authors. Having been an author, speaker, and former VP of Disney's Shamrock Broadcasting, she knows the ropes of getting good you publicity and how to use it to really boost your bookings or book sales. Call for a F-R-E-E consultation at (407) 299-6128.
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Next month's Speak and Grow Rich E-News will be full of ideas on offering Consulting and Coaching that will lead to more bookings, products and will triple Y-O-U-R income.
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Upcoming Events with Dottie Walters
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Next 2 Day Speak and Grow Rich Master Weekends will be held:
October 4-5 Glendora, CA (626) 335-8069
November 8-9 Toronto, ONT (877) 277-1240
http://speakandgrowrich.com/speaking_seminars_master_weekend.htm
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SPECIAL Condensed Speak and Grow Rich Workshops:
September 27 Sacramento, CA - The Learning Exchange (916)929-9200
October 16 Denver, CO - Colorado Free University (303) 399-0093
October 18 Toronto, ONT- The Learning Annex of Canada (877) 277-1240
October 25 Los Angeles, CA - The Learning Annex (310) 478-6677
http://speakandgrowrich.com/speaking_seminar_schedule.htm
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More resources for Speakers, Authors and Consultants
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Sharing Ideas Newsmagazine-Don't miss all the latest cutting edge information for today's speaking industry! Subscribe to Sharing Ideas the #1 Magazine for Professional Speakers Authors and Consultants. Subscription includes valuable gift package. http://www.speakandgrowrich.com/sharing_ideas_overview.htm
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Check out the Yearbook of Experts, Authorities & Spokespersons at
www.Yearbook.com.   They have lots of features including NewsReleaseWire.com, RadioTour.com and ReviewBook.com, plus you can download their complete book at www.YearbookPDF.com free of charge.  To be included check on the signup flag at www.Yearbook.com, they have a $100 discount offer right now with free months.
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Best wishes for your success!
Dottie Walters, CSP
International Speaker, Author, Consultant
Author Highest Rated book In THE Speaking WORLD, SPEAK & GROW RICH
Publisher/Editor: SHARING IDEAS newsmagazine, 25th year of publication
President/CEO, Walters International Speakers Bureau
Publisher, International Directory of Speakers Bureaus
Founder, International Association of Speakers Bureau Owners, IASB
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Don't miss all the latest cutting edge money making information for today's speaking industry!