Paul Krupin’s Trash Proof Marketing and Publicity Blog
August 8th, 2014 by Paul Krupin
Never, unless you have one and now two books that are so good they sell by themselves.
Promoting book one evolves into promoting the brand. And the brand is you. Part of every day must be dedicated to reaching out and communicating meaningfully to the people you are seeking to help, or entertain, or work with.
With every breath, you do your best to leave a trail of intellectual candy that taste so good, that after a few bites, people decide they need to have the whole bag.
July 29th, 2014 by Paul Krupin
What authors need to do to achieve success
Unique is not good enough.
What an author needs to achieve success might include one or more of the following:
Uncommonly and relentlessly helpful
True Stand Out
Exceeds All Expectations
Red Hot Imagination
Catapults You Beyond
Lush exquisitely detailed
Rich and intricate
May 1st, 2014 by Paul Krupin
Getting your articles syndicated is challenging but worth it
I’ve worked on syndication strategies for a number of authors with the designed intent on increasing newspaper and magazine coverage as a means to achieving the platform and name recognition necessary to command a spot at major syndicates like Creators. It’s very difficult to be successful unless you commit to growing your devoted fan base audience and network over a long period of time. The competition is cutthroat. The demands are incredible.
The plan very simply, you create a pitch that offers a formatted ready for publication column designed for cut and paste utilization and you pitch it out there to your target media with four or five additional installments.
You tell the media, try it for free, and if you like it (e.g., the feedback they get helps them sell more subscriptions), then maybe they will buy what you offer on a regular basis. You must be prepared to sell each column cheap $1 to $5 a week for newspapers) and you raise your prices to whatever your market can handle. So $5 a week from each of 100 newspapers is $500 a week. 200 newspapers is $1000 a week. Sounds easy? It’s not.
We have been only semi-successful at this for most people who have tried it. Media actually tell us, “why should we pay you when we have so many people offering to do this for free?” The answer has to be “Quality and Sales” and you have to prove it quick and keep on proving it or they stop paying you.
Sometimes, we pitch single articles and get offered a regular column. Does it pay enough to justify the effort? It depends. Can you syndicate from a single position? Yes. Look at Dave Barry. His humor posts from the Miami Herald were syndicated nationwide.
Can you write something that turns people on like Dave Barry does? Prove it.
Of course, nowadays there are content mills out there that will take contributions from *anyone* who wants to give away content. It helps them grow, but the benefits to the author are often very low, even non-existent. Even a regular contributor position on the famed Huffington Post doesn’t automatically mean that much any more.
The ROI of course really depends on the person and whether the writing produces the interest and conversion to sales. People with expensive or multiple books, products or services income streams have an easier time achieving a break even plus. The ROI (return on investment) and ROTI (return on time invested), is worth it when you make more money off very few sales.
You have to test and pitch and improve and test and pitch again and again and again and again. You don’t just write in a vacuum. You develop, test, deploy, analyze and improve.
My simple acronym for this process is this: CACA
C – Create
A – Ask
C – Create again
A – Ask again
Your objective is to keep on placing things before YOUR people so they can decide to participate, play or purchase. But just realize that this is hard to do. Think about it! When was the last time you read the newspaper, and went and grabbed your credit card.
Few authors realize that creating the book is only the beginning. To be successful they have to find satisfaction in connecting with people again and again till they get enough action to pay for their investment in the work they created. It’s not just mechanics and technology. It’s not just fine art or excellence in creative writing.
There’s persistent, dedicated systematic communication outreach that has to drive people to action.
Success often lives or dies with the close monitoring of the one-to one relationship developed between the author and his or her audience. That is where the author must determine “what did I do and say that turned you on?”
Learn this and you can use the incredible array of media technologies.
Fail to learn this and nothing happens.
Just remember triumph is TRI with UMPH added.
April 5th, 2014 by Paul Krupin
Search Word Pro - One Page Click Sheet- Self-Publishing Companies Pros and Cons
Search Word Pro – One Page Click Sheet- Self-Publishing Companies Pros and Cons
My new Search Word Pro ebooks are specially designed to help you get the best information marketing available at Google, Bing, SlideShare, YouTube and Pinterest and more. The sole purpose is to help help you discover tactical and actionable guidance to improve your knowledge, capabilities, to make your business grow.
Find the search words you want answers to. Click on an icon link and the desired search results open up. Start reviewing the results.
Search Word Pro – One Page Click Sheet- Self-Publishing Companies Pros and Cons
or sniplink http://goo.gl/G4zoYK
Read what people are saying carefully. Look before you leap. Study what other people are doing and saying. Identify actions you can take to improve what you are doing in your own marketing effort! Tiny changes can have a significant impact on your income.
March 12th, 2014 by Paul Krupin
Search Word Pro One Pager on Evaluating Self-Publishing Companies
Many of you know I am getting ready to publish a new ebook series called Search Word Pro – they help people find the best information available on the Internet. You can see the technology in action here. This is a one page pdf file on “Evaluating Self-Publishing Companies”.
The results are there for all to see. The articles and links are very educational and some of the videos are very entertaining. One piece of advice for all who ponder using any self-publishing company — read the fine print. Know what you are signing up to. Look before you leap.
Here’s the link: “Search Word Pro One Pager on Evaluating Self-Publishing Companies”
or snip: http://goo.gl/BqX7UC
I welcome feedback and questions.
February 18th, 2014 by Paul Krupin
Why media say no and what to do about it
There are four primary reasons why media say no.
Media are publishers (or producers) who make their living off of two income streams: subscriptions and advertising. Every decision they make is tied to maintaining or improving these income streams, or protecting them from damage. When they receive a pitch they tend to need to see answers to three key questions:
1. How many people in my audience are going to be interested in this;
2. what’s the value to my audience; and
3. what will it cost me to do my job (time, resources, camera crews, lawyers, whatever).
The answers to 1 & 2 have to be A LOT of People and A LOT of value. The answer to 3. has to be VERY LITTLE (as in cut and paste, or we’ll come to you).
If you don’t meet these requirements, the answer is usually no.
If you get close, then you have to give them more information or the answer stays no.
The fourth issue is this: Running the article or feature or interview must also not result in really pissing off any of the existing major league advertisers. Media will not run an article if it will threaten their existing income streams.
What do you do?
Evaluate existing media coverage and design your pitch to meet readership interests and editorial style.
Make sure you won’t run afoul of the key advertisers.
February 5th, 2014 by Paul Krupin
Content messaging: Broad or narrow - which is better?
What did you say today? What did you sell today?
Look at your messaging. Is it aimed broad or is it aimed at a specific niche. Which sells best depends on where and how the ROI is returned?
If ten broad content posts produces a 0.02 percent ROI (in terms of dollars) and the ROTI (return on time invested) and you can get a 2 percent ROI off ten niche posts at the same ROI, then you get 100 times the ROI from your niche posts.
I personally observe in my clients and have experienced myself that broad content also carries a much higher risk of producing a negative ROI, if it produces “energy vultures”. These are people who simply become a time and money wasting drain which reduces and undermines the ROI you get from real prospects and customers.
Traffic does not always equate with profit. Sometimes, there is an investment required to to turn a cold call or inquiry into a hot prospect and paying client.
This is why I train my clients to go where your people are and learn how to turn them on. Usually that means teaching them something they didn’t know before.
But it’s not always niche content that does the trick. I have many clients who are superb generalists. They can be witty, hilarious, and make all sorts of people laugh, cry, cringe in horror or squeal with delight. Hey a half naked man or woman with six pack abs always gets heads to turn.
But when and if you get up close and personal, they turn you off. Their niche communications are too pushy, too impersonal, too demanding, and don’t deliver on the promise or expectations.
The lesson is that you have to develop whatever messaging you use carefully and test it till it gets the action you want. You have to study, analyze and improve every step in the funnel – every communications touch point and the overall process.
If you fail to track, then you lose the ability to know what is really happening. The trick is to take actions that can be tracked and use metrics that matter, so you can manage what you do effectively.
If you do something that helps, do more of it. If it doesn’t work, stop and do something else.
In fact, if you practice and test and improve your messaging so you do this really well, you will make them realize that hiring you (or buying whatever it is you are selling) is simply the best action they can take.
February 3rd, 2014 by Paul Krupin
Are you ready to publish? Knowing when you are done.
Each year I work with hundreds of authors and publishing companies. Very few of them ask enough strangers to give them feedback as part of their book creation process.
What I recommend people do is go slow. Start with family, friends, colleagues, employees and expand the circle till you reach strangers. Show and tell one on one. It’s possible to learn how to sell. That’s the miracle of the microcosm. If you learn what you need to say to people in your little neck of the woods, chances are you can then say the same thing anywhere and everywhere you go and you’ll be equally successful selling your products wherever you go.
But you need to learn those magic words first.You have to write to sell, and the job of writing isn’t done until the book sells. This is where most self-publishers go astray. They publish their book without verifying it was really ready for market. Many don’t even get the help of an editor!
You have to test your ideas and test your product and test your mar-com (marketing communications) on real live people. STRANGERS! You need to identify your end users and the people who will buy the book for your users. Then you need to learn what to say to get these people to take the action you want.
Write to sell and test, test, test. Do this in small doses till you get the right buy signals. Reliably. Not just once or twice, but repeatedly and reliably.
Do 25 to 50 POD versions and test it with these important people.
You’ll know by their behavior and response whether you are really ready to publish the book.
If you can’t get people to even look at it, then you’re not done.
If they look at it and put it down, then you still have work to do.
If people look at it and grab it, you might be done. It depends what happens when they then pick it up and peruse it. If they put it down, then you’re not done.
If you get good comments that say “OMG you turned me on” – capture it, and do more of it.
If you get negative feedback that says “YUCHHH!”, take it out or fix it. Get rid of it.
Improve with the CACA process. Create — Ask — Create Again — Ask Again.
Yes it can be pretty s****. You may choke on your pride and wake up after a sleepless night. You have to have the guts and fortitude to redesign and re-write it till you know you are done because it sings to people. You have to work with your prospective audience to get real feedback, and you must listen to what people say and address the issues you receive.
This may take a lot of reiterations. But one thing is for certain, there is a point that you will reach when you know that you are done. It’s a wonderful thing when you get to this point and know it.
So this is my bottom line advice: Write to sell. Don’t stop writing and re-writing till you know it sells, and sells easily and continuously.
Prove it with small test POD numbers. Use the technology that is available to all of us wisely. Then move it up through the publishing and promotion chain level by level.
In most cases, the author thinks the book should excite and grab people. But it doesn’t always happen that way.
So to me, they still have work to do. But they can’t speculate about what’s wrong, they need real data.
This is what I tell people to do – get the data. Figure out what you need to say and do to produce action that will satisfy your stated goals and objectives:
Go ask your candidate customers. Ask until you are blue in the face and get the hard difficult data and feedback you need to redesign and redo your project.
January 28th, 2014 by Paul Krupin
What's Wrong With Pay for Play? Why is Pay for Play Unethical?
First, what is the distinction between pay for performance and pay for play?
One of the primary concerns about Pay for Performance and Pay for Play and even with Relationship Based PR has to do with the risk of payment to the journalist or media organization without adequate disclosure. Money is a powerful incentive. If you pay a PR person $15,000 to 25,000 for a five minute interview and placement on a prime time national TV show and half of it goes to a producer who agreed to booked the show then that is a serious issue. It presents something as objective reporting instead of identifying it clearly as advertising. Does everyone disclose their back door payments? Not really.
At least in my experience, most publicists who offer pay for performance are also highly ethical about what they do. The reason is that while success speaks loud, failure speaks much louder indeed, and unethical and illegal behavior fairly screams across the planet. And as in politics, there are, of course, consequences for getting caught.
The higher costs associated with pay for performance are a testament to how difficult it is to be successful. The publicist must take the risk for their time and effort instead of being paid for their time and effort. So yes, publicists do tend to take care when accepting PFP clients. Clearly, it is exceedingly difficult to be successful with poor quality books and inexperienced authors or those who aren’t qualified in the eyes of the media.
The key thing here is to follow the money. If the money gets to the journalist, then the disclosure is required by the FTC. With Pay for Performance, you pay the publicist for success, but the risk is that the media is getting paid, too.
What’s the Problem with Pay for Play?
With pay for play, you pay the media for their time or to cover production or whatever. With relationship based PR, you pay the publicist for the inside connection or referral, or you pay to be at an event where journalists and producers are there, and there is a risk they are receiving payment above ethical guidelines of requirements. With retainer based and task based, you pay the publicist to pitch and there is no payment to the media. It’s the content that is the determining factor.
There is a growing number of media who will charge you a fee and then give you coverage. It’s an ongoing issue in society.
Pay for play poses a growing ethical issue in social media, blogs, paid reviews, media placements in print, and on radio and TV. FTC 16 CFR Part 255 states anyone receiving a product (book, TV, widget) for review is considered to be paid with the product and must be disclosed.
The Public Relations Society of America (PRSA)’s code now states that ethical practitioners must “encourage disclosure of any exchange of value that influences how those they represent are covered.” The value exchanged may take the form of cash, travel, gifts or future favors.
You can pitch blogs and receive responses from mommy and techie bloggers (from $5 and $10 to $300) to radio shows and even major network and syndicated TV shows saying they’ll be happy to write about you or do a show, if you only pay for the costs of production ($3,000 to $5,000).
Steve Bennett wrote a column in PR Week and said:
“At The New York Times you can’t even accept a free lunch from a contact. And the AP sets a limit of $10 on the size of any benefit received by a journalist.”
The relationship based poses similar ethically questionable situations. It sounds great to hear a PR firm or publicist say that they are on personal terms with a journalist or a host or producer at a big TV show. What’s the problem?
We rely on media to be impartial and to give everyone fair and honest consideration.
Many see this particular style of doing business as a slippery slope that is very susceptible to corruption that undermines the very core of objective reporting and fairness in journalism. There are public relations firms and service providers who offer to place you in front of a group of journalists for a fee. Is it any different than the payments of lobbyists and political action committees in exchange for a meeting with a lawmaker or a politician?
The gold ol’ “hey I’ll buy you lunch meetings”, with drinks, and even, the payment of transportation and even stays at hotels, and more in exchange for coverage. These can turn into lucrative clandestine long-term arrangements where favorable repeat coverage goes to people, companies, organizations, who can afford to pay for the privilege to speak with journalists. What if the PR firm slips a commission fee to the journalist or a “production cost reimbursement” to the media organization?
Do the journalists and their media organizations disclose all financial and other “gifts” faithfully? Do our politicians disclose all their donations, donors, and payments? OK I’m in dreamland.
The next time you see a TV news magazine show look closely for “FTC Disclosure” with the list of sponsors in the credits at the beginning (“The following is paid by our sponsors”.) and the end of the show (the quickly scrolling list of sponsors). Do you even see it?
January 26th, 2014 by Paul Krupin
Pay for Performance PR - Analysis of Pros and Cons
There are several different types of PR firms and they operate in accordance to one of more models.
Pay for Performance
Pay for play
Task Based Service Providers
Pay & Pray News Release Distribution Services
Do It Yourself PR
If you want to see the whole article, please send me an email at Paul@DirectContactPR.com
I’m excerpting just the first section, which addresses your pay for performance question.
First we have to recognize what a publicist can do for you.
Recognize that a publicist will spend time researching, writing, copywriting, and devoting their experience and expertise on your behalf. They will study what you have created, evaluate your skills and hopefully identify and leverage what you are best at, then craft copy to be used in persuading media to give publish articles, interviews, and reviews, or producers to feature you and do interviews on their shows. They will then contact media, hopefully the right media, on your behalf, and pitch you and see if you can meet the media needs. They will then try to get you the best type of coverage you seek. They may also train you and guide you so that you do the best article or performance and maximize your chances of turning a profit.
When you hire a publicist, you must negotiate the work that the publicist will do for you. It is best if you clearly understand and have a precise definition of the work that will be performed and when it is completed.
Pay for Performance
Very simply, you will pay for the quantity and quality of the coverage you receive based on a rate that is commensurate with perceived and or prior proven value of the coverage, the market size and importance.
If you think that the “pay-for-performance” is a way to produce guaranteed media coverage you might want to think again. You may fall victim to your own success.
Every pay-for-performance PR firm warns and acknowledges that clients are likely to pay way more than they anticipated, particularly when a PR campaign is successful in a big way. You can negotiate and will pay more on a spectrum that goes from pithy or snappy quotes from you as author or expert, to company mentions, to book or product reviews, to feature stories, to short interviews, to long in-depth interviews.
For example, a single placement in on a major national TV show may cost $15 – 25,000, while a mention in a small newspaper might run you $150 – 300, a radio show in small town America might run you $200 – 500, or in a major metropolitan area for $1000 – 1500 or more. Feature stories will go for $300 to $3,000 depending on market, industry and circulation.
If you sign a contract for pay-for-performance, you will be obligated if you get the interview or if the story, large or small is printed.
Here’s the catch: Whether you sell product and break even on the costs of getting the media coverage is up to you and what you make of the golden opportunity.
In other words, if you galvanize people and your interview and story results in sales, yes, you can do very well.
But if you put on a mediocre or boring performance, then you will still be contractually obligated to pay for the coverage whether you make money or not. You are on the hook and yes, you can be sued if you fail to honor those contractual obligations.
Dan Smith owner of Smith Publicity has posted a great reference case study article on his website.
Here are links to the rate sheets for two pay-for-performance companies:
Here is a link to an article on the negatives of pay-for performance in Your Business Arizona
BTW, I operate a task based services provider company. Hope this helps!