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Guy Kawasaki knows how to make candy – Response to “Launch Any Product Using Social Media”

Analysis of the utilization of social media on the creation of a NY Times best seller

I read Guy Kawasaki’s very interesting article titled on Mashable “Launch Any Product Using Social Media”

Guy’s post describes the social media actions he took to launch a new book titled Enchantment

Here’s the post I placed on Mashable comment in response (Guy’s personal comment is also included at the end):

Guy,

It would be wonderful to learn how many books sold each channel produced. That might be hard to document. It would be nice knowing how many books sold from the effort in total.

I don’t attribute your success to the social media. I attribute your success to the fact that YOU are known to produce candy. You have for many years now produced books and all sorts of information that is remarkable. It is intellectual candy, so that when people get a small taste of a new recipe, they instantly want the whole bag.

You are one of those individuals who will be able to sell anything you offer. You are one of those individuals whose every published word has been worth reading.

The fact that you used these social media technologies is interesting, but if it were anyone else, it wouldn’t necessarily work. You can make great use of these technologies because you’ve got credibility and the people you want to reach are interested in what you have to say.

To really work well, the technologies (any publishing technologies, not just the social media) need a message that produces the feeling of want and desire instantly. It has to offer tremendous news, education, or educational value. It has to come from a trusted source. It has to taste like candy.

Without that candy, nothing will happen no matter what technology is used. With that candy, every technology you use can be a force multiplier.

The key with everything that you do is that YOU are known to produce candy. And the real lesson to be learned is that if anyone wants to achieve success like you, then they have to produce their own candy first. And it’s not just the product, but it’s also the little and large snippets of communication in all the marcom you offer, that also needs to taste like candy. The messages have to be really good, the content has to be quality and offer tremendous value.

And in your case, the person who is offering it is someone who can be trusted and known to produce worthwhile advice, entertaining insights, and helpful information.

That’s the lesson learned. You do your best and make candy. You help the people you can help the most and you do it with style, energy, and pizzazz. You make it your life’s work.

If all these things happen, then no matter how people learn about it, they will likely conclude it truly worthwhile. They will then feel very much inclined to buy not only the bag of candy you are suggesting we buy, but everything you have for sale.

In a nation with 330 million people trained and indoctrinated in reading and using media and technologies, truly remarkable sales and success are indeed possible. And with 1.3 billion people in China, the world is indeed a remarkable place filled with global opportunities.

You’ve earned it. That’s really what other people have to do, too. Make candy.

———–

Paul,

You made my evening. Thanks so much. I feel like Willy Wonka. 🙂

I don’t know how many each channel sold. It’s very hard to figure this out because so many things pointed to my Amazon affiliate account.

I hope I can continue to make candy that pleases you!

Guy

Quick advice for experts and professionals on how to maximize publicity and media coverage

Quick advice for experts and professionals on how to maximize publicity and media coverage

You are a natural problem solver filled with good advice.

This is the core approach you need to take when branding and promoting. You simply need to decide to help the people you can help the most, with each and every bit of outreach that you do.

Select the biggest upcoming problem that’s on the horizon and then solve it, offering an article and interviews.

This is what will carry you forward and propel media coverage. It will also carry your books, products and services along with it.

Make sure that the content you offer is like candy. It tastes so good that people want the whole bag.

Bet you can’t eat one!

Landslide PR Success Story – Get out there and help the people you can help the most

Lessons learned from a landslide PR success for a self published author

I can’t take 100 percent credit for delivering this landslide of publicity, because all I did was provide guidance, counsel and help along the way. What I did was just one of the many things the author did that helped set the situation up so that it could happen. It took several months of consistent, dedicated, concerted team effort for this to happen. Lots of faith, blood, sweat and tears, several people, and then of course, karma and luck.

About six months ago, I started working with a Houston based new self published author D. Ivan Young on his book Break Up, Don’t Break Down.

When the book first came out he did a lot of social media marketing and sought to do a bunch of radio talk shows. He did quite a few blog talk radio shows for the first month. Then I transmitted a news release outreach and he got about 30 book review requests, several additional blog radio interviews and some prime media interviews around the nation.

Then last week he was called and interviewed for a story by an AP reporter who was doing independent research for a story about a particularly viscious and very well reported celebrity breakup about two of the people on “The Bachelor” one of the prime time reality TV shows. He had searched on Google and found Derek and his website, his book and links to his recent media coverage and interviews. The reporter called and got an expert quote from the author, the only book author quoted in the article.

The article came out in the Associated Press on July 4. It then showed up in over 1,000 media overnight.

If you do a Google Search in quotes like this:

“D Ivan Young” and “The Bachelor”

http://www.google.com/search?q=%22D%20Ivan%20Young%22%20and%20%22The%20Bachelor%22&hl=en&ned=us&tab=nw

On July 6, it revealed 1,010 stories – although this will go up and down from here out.

The Google News Search a few minutes later on the same words in quotes shows the link to the AP story and the New York Daily News story and 768 similar stories. This will fade away over the next few weeks.

A grand slam homerun as regards publicity for him and his book. He is quoted saying some remarkably intelligent things about relationships (I’m talking about a guy talking about relationships here, really a regular guy talking about relationships!) and his book is named.

All I could do is say something banal and boring and maybe sing a bar from that song by Neil Sedaka over forty years ago, that breaking up is hard to do.

Duh.

Lessons learned:

Get out there and help the people you can help the most.

Get media experience doing interviews (all types of interviews) and be sincere, authentic, energetic, expert, and knowledgeable about your subject.

Be prepared – because you never know who is going to call.

Persist! Don’t ever give up.

Congratulations to D. Ivan Young.

Publicity Planner for 2010

Publicity Planner for 2010

Publicity Planner for 2010

Each year I create an annual publicity plan to help people look ahead and map out their ideas for acquiring publicity throughout the year.

This unique publicity planner provides a month-at-a-glance roadmap to holidays throughout the year and identifies the lead time for each holiday.

The special design makes it easy to develop a detailed personalized framework of key dates and events so that you map out your strategy and ideas to promote your book or your writing in 2010.

You can get it along with lots of other free downloads here

Publicity Planner for 2010 – http://www.directcontactpr.com/free-downloads/

Or just click here to download the pdf file stratight away.

http://www.directcontactpr.com/files/files/Publicityplan2010.pdf

Differences between marketing, advertising and PR

Discussion of the differences between marketing, PR and advertising

Great discussion over at Yahoo Small PR Agency Pros

I’ll throw in a little twist here to focus on what a person who works for a living has to do to communicate and accomplish these various and distinctive roles and objectives.

Advertising: paying for the creation and placement of communications so that target audiences of the selected media take the action wanted (which for products and services is usually sales, but for politicians could be votes, or for organizations, could be social action).

Marketing: the creation and management of programs and people and the execution of strategies, tactics and actions to achieve sales and profits of products or services (or votes or social action).

PR: the creation and presentation of proposed content to media (publishers or producers) to persuade them to publish or showcase a story or information that is perceived as objectively reported by their audiences, that creates interest, desire and promotes and triggers desired action (sales, votes or social action).

And btw, if the latter is what you spend a lot of your time doing, my new book Trash Proof News Releases is up on Smashwords – it’s a free download. It’s expressly designed to be an immense help to anyone who even thinks about writing a news release. I basically spend whole chapters of the book trying to explain clarify and communicate the difference between PR, and marketing and advertising, since what I see day in day out is otherwise successful marketing people fail to realize the difference between these distinctive functions, and the different types of MarCom copy required for each.

Book page to download Trash Proof News Releases Smashwords edition:

http://www.smashwords.com/books/view/5921

The book can be viewed online or downloaded in ten different formats.

Free Book Publicity Podcast – Are News Releases Effective for Marketing Your Book?

Are News Releases Effective for Marketing Your Book? You betcha!

On November 19th, 2009 I had a wonderful time being interviewed for Authors Access with Victor R. Volkman and Irene Watson about whether Press Releases are still revelant to marketing and promoting books.

We covered a wide-range of talking points, including:

* So What Exactly Is A News Release?

* Why Is This So Hard To Do? What Makes This So Special?

* So What Exactly Do Media People Look For When They Receive A News Release?

* So What Do You Need To Do To Write A News Release That Really Works & Truly Gets Media Attention?

* How do you know when you’re ready?

* What Specifically Should Authors Do To Create This Galvanizing Candy ­This Magic Script.

* What is the Magic Formula (DPAA+H)? (“Dramatic Personal Achievement in the face of Adversity, plus a little Humor”)

* Which Are Better For Authors To Aim At – Book Reviews Or Feature Stories & Why?

* How do you know when you achieve success with a news release?

* So once you have a trash proof news release, what do you do with it

Download the free Authors Access podcast interview free at:

http://authorsaccess.com/archives/164
A pdf file that summarizes all the talking points is also available here:

Are News Releases Effective for Marketing Your Book? http://www.directcontactpr.com/files/files/arepressreleasesaneffectiveway.pdf

The Trash Proof News Releases is available as a free ebook at Smashwords:

Trash Proof News Releases

http://www.smashwords.com/books/view/5921

If you write what you think is a trash proof news release, send it to me and I’ll send you my extra two bits!

Paul@DirectContactPR.com

The Key to Success is to Really Do Something

Action plan for turning passive reading into active maximum enjoyment

Read a book. To get from passive knowledge to active maximum enjoyment and real tangible benefits you need to do more than just read.

Take notes while you read. Underline ideas that you like. Highlight the things you’d like to make happen.

After reading, review the notes.

Think about each and every underlined passage.

Now think, actively dream and visualize about how you can use the idea.

Now write down what you want and need to do to apply the idea to your life, business, career, project or whatever.

Then identify the tasks you need to perform to make this idea happen.

Now create a schedule to do the tasks.

Now implement that schedule and take the first action on your list of task.

Keep going.

Five key metrics for evaluating publicity outreach effectiveness

Five key metrics for evaluating publicity outreach effectiveness

Most people are fully satisfied with the publicity results only when the “reach, persuade and move-to-desired-action” process produces sufficient visible actions on the part of those people you wish to influence. However, it may take several weeks or even months for this to occur.

There are five key measurement points you should use to determine your level of satisfaction with the effectiveness of your publicity efforts.

1. The first point is when you transmit the release. Do you feel like the costs of performing the publicity outreach are reasonable? Do you feel like the service has been responsive to your needs?

2. The second point is immediately after the release is distributed and you can identify the number and quality of the media responses to your news release.

3. The third point is when articles are actually published or when your interviews have been conducted.

4. The fourth point is when you determine whether enough of the right people respond to your message.

5. The fifth and final point is sometime later still, when you are finally able to somehow determine the overall benefits of your outreach effort and experience. It is only now you can truly ask “Was it worth it?”

At each of these points you should ask yourself: “What is really happening here?” Real data should be collected objectively and evaluated without prejudice. The actual numbers of tangible events can be tallied. The actual costs can be surmised. Only then can you ask yourself “How do you feel and why?”

It is crucial that you recognize the importance of measuring the value of publicity in clear financial terms at each step in this process. However, you must realize that this will not be easy to do.

On one time publicity efforts, you might be able to break even financially on step four within a few weeks of sending out a news release, especially if the release goes to newspapers, radio and TV. But with magazines and trade publications that require longer lead times, it may take seven to ten months to reach steps 4 and 5.

You may also need to continue to maintain your publicity outreach, say on a month-by-month basis. If you do not break even on a news release, what should you do? Stop or continue? Do you use the same publicity materials and media list or change them?

The answers depend on your specific goals, and your specific finances. Some publicity goals are financial and some are not. You may have the resources and commitment to go for a long distance. You may not.

You might not want money as your goal. You may simply be seeking publicity. You may simply want to get the word out for the purpose of informing and educating the public to a serious and important issue. You may need a specific type and quantity of media coverage to achieve this goal.

But if you are in business, you are far more likely to be solely interested in enhancing the bottom line. You are seeking to use publicity as a means to achieving sales. To you publicity is an essential part of your marketing plan and you very simply seek a positive return on investment.

If that is the case, every dollar counts and you must document and tabulate your sales and expenses.

Social media news releases – just another tool for publicity outreach

Social media news releases - just another tool for publicity outreach

Interesting post over at PR Squared titled The Dual Future of the News Release

I don’t believe that social media news releases are all that earthshaking or special or that it will replace every other MarCom method out there. I view SM news releases as another tool in the arsenal that represents yet another choice in how we reach out and communicate with people.

I still see that prime media matters a lot to clients. They want results and if SM can help produce results that’s fine. It’s the results that matter to clients. How you get them and the ROI you produce is what matters to clients.

To me, the SM news release is just the newest technology with specialized format requirements to come along. The technology you use is a factor because it influences the format of your message.

But it’s secondary to learning and proving that the words you place in that MarCom format are indeed words that will produce the action you want whether it be sales, attendance at an event, donations, name recognition, or political action.

Just because you use SM as a way to transmit the message won’t help you if what you place in the SM news release is boring, text heavy, laden with hype or simply is commercial advertising.

The biggest challenge is to figure out what you can say and do to really turn people on in the first place.

That’s what I focus on when i work with clients. That’s because unless you say something or write something that will turn people on, nothing you do with your message will matter.

My belief is that the technology doesn’t matter at all until you learn how to talk so people will listen and act. That’s true even no matter what people read, watch or listen to.

We live in a world where most people have serious attention deficit disorders most of the time. They are under so much stress it takes extraordinary communications skill to communicate meaningfully.

It even more critical when people base their decisions on snippets, slices, blinks and tweets.

Of course, once you do create galvanizing messages, then you can use all the conventional news release, online Internet and SM technologies as a force multiplier to spread the message and duplicate the action you get.

A Book Publicity Success Story for a book published over ten years ago

A Book Publicity PR Success Story - about a book published over ten years ago

I just had to share this one hot off the press.

About a month ago I wrote a news release for client Susan Casey, author of the book Women Invent! The book was first published in 1997.

I decided to create a feature story and I worked with the author to develop quality detailed content with an offer of photos highlighting the accomplishments and achievements of famous women inventors from the past 100 plus years. We sent out the news release email html in early February to a custom list of science, education, and women’s media nationwide.

Here’s the link to the article published yesterday March 31, 2009 in Fast Company Magazine:

http://www.fastcompany.com/article/some-greatest-inventors-were-women

Lesson learned – the age of the book doesn’t matter. Galvanizing content and timeliness matters.

March is Women’s History Month.

Good to the last drop!

If anyone wants to see the news release pdf file please send me an email.

Paul J. Krupin – Direct Contact PR
Reach the Right Media in the Right Market with the Right Message
http://www.DirectContactPR.com Paul@DirectContactPR.com
800-457-8746 509-545-2707
http://blog.directcontactpr.com/