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Copyright Infringement Can Be Fun and Profitable

Here is the short link to this article: goo.gl/bztzKC

This continues to be one of the core issues that plagues new writers and authors.

So here we are, 2018. The copyright laws have not changed.

To get current, do some research.

Enter the words “copyright infringement explained” at www.presari.com

If you are including the names of characters and quotes from authors or musicians, be careful. There is no minimum and many of these folks guard their works very actively.

Read and study to the articles written by the lawyers. Don’t assume that authors really understand the laws, especially when they say, “don’t worry, that’s fair use.” They can get you in trouble.

This article was originally posted to the original Direct Contact PR blog in 1998, and was updated several times since then. I just read it over again and the advice is still sound.

At 12:54 PM 2/19/2005 -0800, Staggs Publishing wrote,

I wrote a book in 1997. While working on a new text book on the same subject I reviewed another author’s book (published in 2002) and discovered several illustrations and complete sections of text from my 1977 book in the other author’s book. The material was just copied right from my book. I was not asked for permission for the use of my material in the other author’s book.

At 04:01 AM 2/5/01 +0000, Gloria Wolk wrote:

I inadvertently discovered through an Internet search for something else that a Canadian life and health association put together a 140 page document about viatical fraud and included 2 pieces that I wrote. I was never asked for permission nor notified that it was being published. …[]… I would appreciate suggestions about handling this. I would have felt honored, if asked permission. Now I feel downright pissed. Doubly pissed, since I didn’t even know they used these.

This is once again, the topic of the day. Here is an article I wrote and posted many times, in response to similar questions. The facts patterns of the problems you’ll see here are original posts, and you’ll see the similarities abound.

Now please don’t take this as bona-fide legal advice. You have to go to a real lawyer, like Ivan, and pay hefty fees to receive personal information on your particular facts to receive true legal advice.

>At 01:26 PM 7/18/99 -0600, you wrote:

>>When we moved out, we left our logos and company names on the front door. …[]… However, my logo image, an oak tree and a house, still remains on the door — along with the NEW tenants company name in the adjoining window. YIKES! Isn’t this a violation of
copyright?

This is similar to a question posed last year by Bill Warner, although the question presented last year dealt with copyright violations on the web, and focused on text writings. Based on what is written here, I’d venture that the same copyright laws apply since the logo is an original creative writing. So here is the post I wrote a year ago which was titled “Copyright Infringement Can Be Fun & Profitable.”

PS. I don’t think the neighbors would be too upset if you just asked them if you could go ahead and take your logo back. Explain the situation, and trade them for some books — autographed of course.

PJK

>
> >>At 11:08 PM 6/29/98 -0400, (Bill Warner) wrote:
>
> > as long as the attribution is there. If it is published on the Web for the world to read, it can certainly be copied.

Original article from June 29, 1998 =============== feel free to post with signature below.

Lots of fun to have with this question.

Sorry Bill, not quite correct. In fact Bill’s statement shows just how risky it is for authors and publishers to remain uninformed about the copyright laws. Time to get with it folks.

However as with most legal questions, the answer to the key question — “is the use of a writing prohibited and actionable under law?” is — ta da:

It depends.

I’m going to put my once-upon-a-time attorney hat on, and give you the two minute discourse. Just remember folks, this is not bona-fide legal advice. Just words from a former attorney turned publisher and now custom news distributor, with a few legal books and case law at his fingertips.

The US Copyright law, BTW, is one of the most amazing statutes to ever have been created. Just think of the industry it has created — and it was written nearly a century ago. Can you imagine the foresight of the lawyers and Congress when they were contemplating whether to pass this law? Wow. This is definitely one of the best laws in America. I love this law.

US Copyright laws and regulations grant a “copyright protection whenever an original creative writing is fixed in a tangible medium, e.g. paper, or a computer file. However, there are several key exceptions to the copy right laws that one must take into account.

To acquire the best protection for a creative writing, it is best to register the copyright by submitting the writing to the Office of Copyright with a Form T and appropriate payment, but this will only be of value in a contest or lawsuit down the road. The registration protects the filer from a contest later on. The first in time usually wins the first in right.

Original means that the work owes its origin to the author.

The copyright may not belong to the actual author if the writing was created as a work for hire. In other words you wrote the work for someone else who paid you. This is often the case when you hire someone to create a web site, but watch out for fine print in the contract that leaves the copyright in the hands of the web author — not you. Sneaky ISP’s actually have been known to do this.

If someone sends me a news release and I transmit it. The copyright is their’s. “For Immediate release” constitutes a waiver of copyright protection of any copyrighted writings contained therein. Also, I’m a publisher and they give me permission to publish it to locations known and unknown. But go to PR Newswire and when transmitted it may actually go out with a PR Newswire banner and a PRN copyright on it. Now figure that one out???

If you’re the actual author, the copyright is yours, if you wrote the work for hire the copyright belongs to the person for whom you were working. If a work is created by an employee within the scope of his or her employment, the employer owns the copyright. Thus if you hire me to write the news release, the copyright is yours, and the news release is a work for hire.

Most published works contain a copyright notice, though not on every page. For works published after March 1, 1989, the copyright notice is optional. Putting the words copyright or a big circle C on a work provides notice — it helps people see that the work is copyrighted.

But the fact that a work doesn’t have a copyright notice does not mean that the work is not protected by a copyright.

It is true that copying a very small amount is not a violation of a copyright. But what constitutes a “small amount” has been litigated across the spectrum. 300 words has been held actionable. 50 words is actionable, especially if it is the best part. Try using the words Coca Cola – It’s the real thing” in a commercially profitable way without permission. (BTW, my use of the words Coca Cola here is fair use). And PSD, in addition to copyright, you may also infringe on trademark, too.

Copying any part of someone else’s work is risky. You may have to run the risk of defending yourself in a lawsuit. Expensive. You may have to deal with public humiliation.

The easy way out of all legal entanglements and bad will is to simply get permission to include or use the writing. Compensation (required in any legal business transaction) need not be financial — it could be sufficient consideration to offer the recognition that comes from the publication. This is cross promotion, and it is done widely by publishers all the time. I cannot imagine a sane web site owner saying no to free publicity. But you cannot assume that an author will be happy that you published his or her work without permission. They may wish to license your use or receive some alternative form of consideration in exchange for your use of their work.

If you give credit to an author or owner of a copyright, you certainly are not plagiarizing that person’s work. But you still may be violating his or her copyright.

You also can’t simply change a few words here and there to avoid copyright infringement. A judge would simply compare the original and the adultered version and look to see who owned the copyright to the original creative work.

To cover your bases, you must get permission. Even an e-mail note will suffice to cover future potential liabilities. Sometimes, formal jointly signed highly detailed and lengthy permission statements are needed. Mostly not — permission must however expressly cover the intended use of the writing, and will only cover the expressly identified use of the writing. Thus an e-mail that says “you can put a link on your web site”, is different from “you can use this comment or testimonial in your books, promotion and marketing materials”.

Both are satisfactory. Both are specific. If your first permission is not broad enough to cover a second intended use, simply ask again.

There is an exception called fair use. There’s a lot of litigation over what constitutes fair use.

Generally, fair use occurs when the authors writings are used for non-commercial purposes, as in educational materials, or in a book review. Traditional fair use covers commentary, criticism, news reporting, teaching non-profit use, but not entertainment or for any commercial gain.

So if you incorporate someone’s writing into a publication that is sold for profit — watch out.

Facts and ideas of course, cannot be copyrighted either. The copyright just doesn’t cover the facts in a writing. It may cover the creative and original way in which the facts are presented.

Finally — the key question to the one whose copyright may have been infringed:

Answer — It depends!

The decision hinges on whether going after one who violates a copyright or infringes on a copyright and getting damages worth the cost and effort of doing. Some might say that money is not the question — it may be honor. You may be satisfied with a minor negotiation, or a voluntary cease and desist. If someone has made a movie off a book you wrote, it may be worth millions.

Key thing to remember is to keep your cool when approach a copyright infringer. Be careful. Be professional.

Get a little angry yes — but then put your thinking cap on and think up how to benefit from the (illegal) use of your writing. Strategize all the ways to turn the use to your advantage.

In the publicity business, they say that there’s no such thing as bad publicity. The bright side is that you get published — people see your name. Same here. The question is can you get more and can it be beneficial?

With improper use by major media, the answer is almost always yes. That’s because they cannot afford to become known as a copyright infringer. With celebrities — read the papers — they voluntarily settle for millions.

With those who rip off writings and use them at their web sites, some lesser form of compensation is desireable. You should explore this when it happens.

This is the business of publishing, and be it known — it goes with the territory. Successful people are copied — they are approach and used to the limits of legality with and without their knowledge all the time.

When dealing with a copyright infringer, your initial tactics will likely determine the outcome because it will have an immediate and direct effect on the degree of cooperation, and the nature, direction and magnitude (e.g., severity, if you’re not careful) of the response.

Think carefully about what you might want in return for some compensatory actions on their part.

You can profit when someone violates your copyright without getting legal about it. If you play your cards right, you may get quite a lot of good and valuable things in return.

Paul J. Krupin, JD (no jokes please!)
www.DirectContactPR.com
509-531-8390 Paul@Presari.com

Creator of Presari www.Presari.com
Choose where you get your information from – Get the best results fast

The Blood, Sweat and Tears for Getting Publicity

The Blood, Sweat and Tears of Getting Publicity for Professional Branding

To me, getting publicity is like making candy – it’s a tasty recipe backed by art and science, psychology, and specific tactics that come into play. It’s a persuasive communications process that one has to go through. It has a very narrow set of requirements that many people simply do not understand.

The blood sweat and tears of getting publicity is always in the writing of the news release. It contains your pitch. The news release is the crucial document that you create and transmit to media. Then you watch and wait to see what happens. It’s a very important document. Your pitch is basically a proposal. A publishing proposal.

When it’s successful, it can be real magic, like lightning in a bottle. Phenomenal things can really happen. Careers and fortunes can be created. Millions of people can potentially see your message and be influenced by your writing and thinking.

But if it’s not, very little will happen, in fact, it can be a painful economic and pride felt loss.

The hardest part that I find is that people don’t realize that getting publicity is not like marketing. When you market, you try to persuade to sell product or services.

When you seek publicity, you are talking to a publisher or a producer and asking them to publish what you wrote, or write about what you say or do.

When you write a news release you are in effect you are communicating a very specific message:

‘esteemed and honored fellow publisher (or producer or host), please give me space in your publication (or on your show).’

This distinctive purpose of this message is one of the most difficult things I have to teach and get people to understand when I work with clients. Many an otherwise brilliant and successful author, marketer and promoter has great difficulty with this concept.

Basically, they write an ad and expect media to publish it. They are terribly surprised and hurt when it gets rejected. In fact, their failure at this point often times results in them ceasing the whole writing and creative or business development process. How tragic to come so far and then stop over the failure to be successful at this point.

So! Heed the words of this publicist, and I truly believe if you grok this deeply, you’ll reduce the pain you go through as you learn what it takes to get publicity. It will make our lives a lot easier.

You’ll give me better more newsworthy information, it will take us less time to write a good news release, you’ll get more publicity when we do send it out, and I’ll get to spend more time fishing.

So here goes. I’ll share with you what I know.

The Key Psychology for Dealing with Media

First, understand that media are generally averse to giving anyone free advertising. They charge for advertising. That’s how they make their money.

So, if and when you write a news release and are perceived as asking for free advertising, for a commercial enterprise, the likely outcome is a call or email from the sales advertising manager at the media. So please do not be surprised if and when this happens.

Second, media only publish three basic things:

News, Entertainment and Education.

That’s it. There is no more, except for the paid advertising that is.

Don’t believe me? Look at any media publication. Look at a newspaper, look at a magazine. Identify what you see. Do this article by article. Analyze the media. Learn and try to grasp what they do. Pick up any publication and classify every inch of space into one of these four classifications: news, entertainment, education, or paid advertising. Prove it to yourself.

Do you get this yet?

And realize that if you want to be published, this is what you need to give the media people you are pitching to and be quick about it.

Now to really make the connection with your media targets when you pitch to a media person, you have to give them what they want.

The hard part is in figuring out what that is. It’s crucial to remember we are writing to a publisher and asking for them to publish something about our topic, featuring us.

BTW, if you do a good job on the news release, you’ll get some media responses even if you use the free services. But you’ll get greater penetration and quantity and quality response with services that send to custom targeted media lists matched to the message.

There are lots of issues that enter into a media decision to respond to a news release favorably: content, timeliness, quality of thinking, how many people in the audience will be interested, what’s in it for the audience, cost and effort needed to use it, prior and competing coverage of the topic, downstream issues, and the likely audience response.

These are among the many factors that go through an editor’s or a producer’s mind. You find this out when you speak to them, and also when you watch what they select, and of course, by what they publish every day. In fact, this is the greatest source of guidance you can find, and it’s available to you every day.

What I find is that very simply, if they see what they like, they use it. They may not use all of it, and they may change it, but it gets some coverage if it fits just two key critical elements:

1. their readership interests; and

2. editorial style and requirements (e.g., mandatory needs).

Media people make decisions based on how it will likely affect their bottom line, which is revenue based on subscriptions, advertising, and market share.

To you and me, it’s a gauntlet of sorts, and we try our best to learn, create appropriate material, present it as best we can, and act persuasively.

Once you understand this psychology and positioning, then you can get to work, and it’s really not that hard.

So how do you decide what do you put into a news release so that you maximize your publishing success?

Here’s a link to an article I wrote that explains this in more detail:

The Hot Button Theory: Maximizing Media Response to Your News Releases http://blog.directcontactpr.com/index.php?s=hot+button

Here are the basics.

Do you want to see your media response improve dramatically? Send a news release that pushes the media’s hot buttons. I’ve developed a little set of criteria from having sent out thousands of news releases for clients over the past two decades, and the common set of factors that produce the maximum success.

Here’s what you need to do:

Tell me story (a short, bed time story), give me a local news angle (of interest to my particular audience), hit me in the pocket book (make me or save me money), teach me something I didn’t know before (educate me), amaze me or astound me (like in WOW!), make my stomach churn (in horror or fear), or turn me on (yes, sex sizzles).

Your news release needs to do this in 30 seconds or less.

Let’s look at it again from a slightly different perspective.

I’ve studied what the media actually publish for decades now and I believe you can boil it all down to one simple formula. Look at almost every article in USA Today or any other newspaper or magazine or any TV show and try to identify the common key elements that pop out at you. You’ll see it immediately once I tell it to you.

Here it is:

DPAA+H

These letters stand for “Dramatic Personal Achievement in the Face of Adversity plus a little Humor.”

If you look at almost every media around you, from the front page of USA Today to the Olympics to the evening news to the sitcoms on TV, you’ll see this is what the American public wants, desires, and craves.

DPAA+H

As a culture, we crave to see the human spirit triumph in matters of the heart, and in trials of hardship and tragedy. We ask to be uplifted right out of the humdrum of our everyday reality into the exhilaration and extreme emotional states of those who are living life on the edge.

It galvanizes our attention. It rivets us to our seats. It captures our attention and our hearts.

It drives us to pay for newspaper subscriptions, to movie theatres for entertainment, to rent videos for fun or education, to bookstores for a good read. This is what energizes and drives the very core of numerous key economic systems and is what creates and maintains the very infrastructure of the publishing, news, and entertainment industries.

And this is what the media seeks to provide. This is what works. Human interest stores with

DPAA+H

You will see these elements everywhere you look in varying degrees. It is a rare media feature that doesn’t contain most of these items. The media uses technology to increase the assault on our senses, enhance the effect, and make our experience ever more compelling and memorable.

And if you are writing a news release to get publicity for yourself or for a client, what you have to do to maximize your chances is recognize this desire and need, and then cater to it as best you can.

If you want to put your best foot forward and take a crack at writing a news release that does this, here is what I suggest:

For any particular publicity project you have in mind, study your target publications (the ones you really want to be in), identify articles that you want to achieve similar success, review prior and existing media coverage of your subject, and then make a list of the top ten things (ideas and actions) that you can write or talk about.

You can use News Search Engines (e.g., Google News) to evaluate media coverage of your topic and to identify articles that you can use as models. Then you can actually put pen to paper.

Use the 3 I Technique

My 3 I technique is really useful at this point. Here is what the 3 I Technique consists of:

1. Identify your Success Story
2. Imitate What You See
3. Innovate with your own information.

Remember, this step wise process helps you nail two most critical elements of importance to your media target on the very first draft.

• Readership interest
• Editorial Style

Nail it, and you get a chance. Hit people’s hot buttons and galvanize attention. To do this you need to focus on developing the very special ideas and content that helps them be successful.

Learn more about this technique here: http://blog.directcontactpr.com/category/3-i-technique/

Help the People You Can Help the Most

One of the most successful types of news releases to use is the problem-solving tips article or advice article.

Even if you have written fiction or romance, you can turn the world of fantasy into something real by offering solid advice or actionable insights that only you can offer because of the unique expertise you acquired in your life.

So here’s an exercise to help you create the right content.

Pretend that you are going to speak to 20 people and you wanted to inspire, motivate and impress the hell out of them, but only had exactly three minutes.

What are the very best eight to ten pieces of advice would you give them? You must identify the topic that will interest the maximum number of people. You must also then present the very best advice or analysis and recommendations, best stories, best insights, or best humor you are capable of to address the problem or the subject you identified. These must be ideas or actions they can take or implement that will produce highly desirable benefits in their life right now.

The reason is that these ideas are just like candy. Candy produces such pleasurable sensations that it results in chemical memory. People always remember where they got good candy. And that’s what you need to make. Good intellectual property candy.

The goal here is to galvanize them into action, so that when you are done, they jump up and open their wallets, and hand you their business card, and say “call me, I need your services”.

It is not just to sell your book. It is to sell people on YOU. You are the candy. It is professional branding at its best that we seek here, so that people are so enamored with you that they buy everything you have available for sale.

Bottom line:

Do your homework – study what your target media are publishing. Study what is being published today and realize this is the very best critical business intelligence you can find. Then utilize it to match media readership interests and editorial needs in your pitches.

This is the very best path to use to get the media coverage you seek.

This is perhaps one of the easiest writing assignments you will ever receive. Use the 3 I Technique from now on, every time you seek to get media coverage, or social media shares, or interviews, or whatever.

If you do this, I’d like to see what you create. You can send it to me anytime and I’ll be happy to give comments and recommendations to you on what to do with it to help target and reach the right audiences and get you to where you want to be.

Just remember this:

If you give the media what they really want, they’ll give you what you want – free publicity.

Why media say no and what to do about it

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.

Which content has more impact? Niche or generic?

Content is King. How do you identify the right content for you?

I’ve studied this intensely as a publicist. My experience is that it depends on how you make your income and what you do and say that turns your people on and gets them to take the action you want them to take (sales, fundraising, votes, participation, whatever). Whatever you do best is where you will shine the most. You have to make light that outshine your competition. and you have to be able to communicate to YOUR people wherever you find them. So what do they read, watch or listen to, particularly when they are receptive to taking action? What can YOU say that fits in those circumstances. Prove the message first, then select the technology and format the message to the culture. For many professionals, the problem solving tips article or Q & A is the best professional branding tactic. For others, it’s a educational photo feature.

So many people struggle to figure out the right words to use to turn people on. I believe you can learn what to say that turns people on one person at a time. You just have to keep talking to people and pay attention to what you said when it happens.

I call this the miracle of the microcosm because I’ve found people can do this anywhere and everywhere. It doesn’t matter where they are at all. And once you do figure out the magic words, then you can apply the numerous outreach technologies as a force multiplier to repeat the results.

Here’s a link that goes to my Magic in a Message slide show presentation.

http://www.slideshare.net/PaulKrupin1/magic-in-a-message-120613-pdf

Magic in a Message – Creating the Irresistible Pitch – slide show

Slide show shares some of my best professional branding techniques and strategies for creating article and interview proposals and pitches that get the best publicity. Includes the 3 I Technique and the 20 best topics.

Hope everyone is having a safe warm weekend. I’ve just posted a new slide show presentation.

http://www.slideshare.net/PaulKrupin1/magic-in-a-message-120613-pdf

So many people struggle to figure out the right words to use to turn people on. I believe you can learn what to say that turns people on one person at a time. You just have to keep talking to people and pay attention to what you said when it happens! I call this the miracle of the microcosm because people can do this anywhere and everywhere. It doesn’t matter where they are at all.

And once you learn the magic words that turn your people on, you can then you can use all the media and other marcom technologies as a force multiplier to repeat the message and keep reproducing the effect.

Google Changes to the World of News Release Distribution

Discusses the latest Google algorithm changes and how the impacts on news release distribution

Google Changes to the World of News Release Distribution

For many years now marketing practitioners have been advocating people use news releases to improve their placement on search engines. The theory was that you could write and post a news release at a web distribution service and the optimized use of keywords and the links included in the release would result in oodles of incoming links all of which would help capture people’s attention and increase your page ranking on search engines as a result.

Google has decided to clean up the search results and do what it can to rid organic results of press release content that is really not bona fide news, but are instead, paid advertising in disguise. The requirements also have significance to sites that rely heavily on user-generated content.

The latest Google algorithm changes, known as Penguin 2.0, modifies how Google analyzes the role and utility of news releases posted at news release distribution services in a very significant way. The changes, adopted in late July 2013, include the following:

1. Press releases will be treated as paid placement by Google.

2. Optimized anchor text links in a press release distribution post will be considered as “unnatural” and will not be used in Google PageRank search result calculations.

3. Google now requires news release distribution services to add a “no follow” code attribute to all their outbound links in the news releases they post.

What this means is that if you now do a search for keywords on Google or Google News, your will now notice the near total absence of news releases, which used to account for fifty percent of more of what was the search engines produced in the top ten pages. No more. What is now delivered are articles from real media – newspapers, magazines, radio, tv, selected news services & syndicates, and the online versions, news web sites, and certain blogs.

The Google “no follow” and “anchored text” policies apply to”webmasters and directly impact services such as PR Web, Businesswire, PR Newswire, Send2Press, WebWire, MarketWire, OnlinePR Media, eReleases, and many more of the sites who used to be able to get top placement with their posted and archived news releases.

No more. Google has declared those days are over. The new moves by Google places the highest value on unique, quality content at real media sites.

The new search engine results highlight real media and focus on “earned media” and not subsidized links designed to simply weight and manipulate search engine results.

Google is also on the lookout to reduce the impact of large scale guest post activities and advertorials.

For several years now, SEO placement was driven by the use of “unnatural” backlinks and the heavy handed use of keywords in news releases. A variety of “black hat” SEO practices have been developed and used to push page placement. This will no longer be a viable strategy for businesses to utilize if they seek to improve their SEO ranking and the traffic they receive.

Natural links, directly to quality core content, expert or a company web site, are still acceptable.

What this means to publicity seekers is that a news release should not be written with the purpose of producing a sale directly. The news release should also not be written as an advertorial, or an infomercial.

The best view is that a news release is a pitch to a publisher (=media) to get them do publish or produce a story in the medium they utilize.

A news release, or a press release, is therefore a media proposal — a purpose driven communication that is delivered to media, or placed where they can find it, and which invites the media to do a feature story, an interview or a review (in the case of a book or product), and which contains an offer or the actual content and access to the people, needed to do that job.

So if you want real media coverage, write a news release that is truly designed to get you quality media coverage and send it to the right media. Instead of a post and pray web service. Then target your media carefully and send it to the right media directly. Reach out and contact real media people and offer them everything they need to do their job your way.

Help the people that you can help the most. The latest change means that quality content matters now more than ever before.

Good problem solving advice, news, value-added commentary, noteworthy public events, innovative products, quality books, and the best entertainment will get higher search engine placement, and hence command more value in the eyes of the searching public. Earned media coverage acquired by using targeted PR tactics and strategies will be one of the primary vehicles for gaining that status.

For additional reading:

Yahoo Small Business Advisor article Sept 1, 2013
http://smallbusiness.yahoo.com/advisor/press-release-writing-since-google-penguin-2-0-235044581.html

Forbes magazine article by Cheryl Conner, August 28, 2013
http://www.forbes.com/sites/cherylsnappconner/2013/08/28/do-press-releases-still-matter-yes-but-not-like-you-think/

Search Engine Watch articles by Lisa Buyer August 9, 2013
http://searchenginewatch.com/article/2287902/12-Ways-to-Optimize-Press-Releases-Avoid-Google-Penalties

Search Engine Land article by Barry Schwarz July 30, 2013
http://searchengineland.com/google-links-in-a-press-release-should-be-nofollowed-like-advertisements-168339

Search Engine Roundtable article by Barry Schwarz July 30, 2013
http://www.seroundtable.com/google-press-releases-nofollow-17151.html

Search Engine Watch article by Lisa Buyer July 26, 2013
http://searchenginewatch.com/article/2194404/Can-the-SEO-PR-Love-Affair-Survive-After-Panda-Penguin

Search Engine Land article by Barry Schwarz July 26, 2013
http://searchengineland.com/google-adds-large-scale-guest-posting-advertorials-optimized-anchor-text-to-list-of-link-schemes-168082

Search Engine Land article by Barry Schwarz July 9, 2013
http://searchengineland.com/google-guest-blogging-for-links-you-better-nofollow-those-links-166218

Search Engine Watch – #nofollow
http://searchenginewatch.com/topic/nofollow

Content Marketing: Using The 3 I Technique to Create a Publishable Content

Content Marketing: Using The 3 I Technique to Create a Publishable Content

I received lots of questions today about how to get the most out of my 3 I Technique.

There’s a neat way to create publishable content that you pitch in a news release. It’s called, “The 3I Technique” and you use it to create appropriate publicity materials for yourself, using articles about other people (= PR success stories) as a guide.

The 3I Technique works like this:

Step 1. Identify the Success Story (using the search engines to identify appropriate articles)

Step 2. Imitate it (pick one and mimic it line by line)

Step 3. Innovate it (by writing an article just like your success story, but using your own information).

Very simply, you must follow in the footsteps of those who have been successful with the media before you.

Using the 3 I Technique allows you to identify other successful media coverage and leverage it for your own practice.

Now to arm you so that you can develop releases and deploy these strategies freely, do a number of searches using your key words.

Then you’ll be able to use The 3 I Technique and do what’s necessary any time and you’ll be on your way.

Things you can’t do if you want publicity — What definitely doesn’t work

There are certain news releases that simply look more like advertising that news to most editors. Thus, while commercial advertising elements generally may be great for direct marketing, they are generally are fatal when placed into a news release.

¨ Anything that resembles a request for free advertising.
¨ Hard sell commercial pitches or marketing hype.
¨ Pithy quotes from executives & corporate gobbledygook.
¨ Clearly incomprehensible technical mumble jumbo.
¨ Freebies or discounts on prices or demos or consultations.
¨ Offers for free samples
¨ Promotes a product without more.
¨ Simply promotes a web site
¨ Promotes a publication or e-zine.

Although this may ultimately be your goal, the purpose of a news release is not to sell product. The purpose of a news release is to persuade an editor to give you news coverage – to publish information about you or your product.

You just need to interest the media decision-maker, and make it easy for them to do their job.

Tell Me a Story! Five essential elements for being on the front page of your target media

Five essential elements for being on the front page of your target media

More than anything, your audience seeks a story containing knowledge of success and a happy experience. Let me share with you an example.

I was on an airplane to Los Angeles wondering what I was going to say at a conference where i was speaking, when I had a breakthrough in understanding media. I had stared at the cover of USA Today and I glanced from story to story and there it was. The common elements of news on the front page again and again. Then i went to the magazines one right after another. Same elements. Everywhere! I just wrote down what I saw. Five simple elements, which I made into an acronym for easy storage and ease of use.

DPAA+H

I’ll share this with you now.

You are in the driver’s seat when it comes to selecting what you will tell people.

If you want attention that drives people to you, you have be engaging and you have to bring it on quick.

If you want to take your connections to a new level, tell people a story and make it:

DRAMATIC

PERSONAL

ACHIEVEMENT in the Face of

ADVERSITY

and add in a little HUMOR if you can.

Look around and you’ll see that these five elements are the most common things that are featured in both successful media coverage and in marketing communications.

DPAA+H

Study the top media. Look at he headlines and read the lead sentence and the first paragraph.

You can do it, too.

Turn Your People On! Copywriting that Produces Action

Writing marketing and publicity copy that produces interest and action (sales)

Here’s my best advice for authors and publishers wanting publicity that helps sell books: Turn your people on.

The message has to make people pay attention and want more of what you have to offer. If you don’t succeed at this, even an article in USA Today won’t
help you sell books. Identify the hot buttons that get your audience jazzed.

Ask them, “why do you like this?”

Pay attention to what you said that produced howls of delight. Study your testimonials and reviewer comments, ask your mother or kids. Just figure
this out and focus on it. What you focus on tends to get bigger.

Identify what you do that turns people on, and then do more and more of it. Then prepare a variety of presentations that hit those hot buttons again and again in varying lengths from 30 seconds to ten minutes in length. Every word you say has to make people crave more.

If you bore them even momentarily, you will likely lose them.

This is the key to PR success and marketing success as well.

You can’t say “buy this amazing provocative book!” You must be amazing and provocative. You must do what you are best at in your own unique way. You
must entertain, educate and stimulate. You must give people chills and thrills. And you must practice this and perfect this messaging until you can
do it again and again with adequate action producing results (=sales).

Once you develop, refine, and prove YOUR MESSAGING, based on the actions people take in response to what you say and do (= proven sales), then the
rest is easy. Then can you use technology as a force multiplier to extend and share and repeat the message (using technologies and media of all types) and thus get the results you dream of achieving.

Magic in a Message! Creating the IrresistIble Pitch

Magic in a Message! Creating the IrresistIble Pitch

HOW DO YOU IDENTIFY AND DEVELOP THE IRRESISTIBLE PITCH?

I write a lot of blog posts on this. I call this the miracle of the microcosm.

http://blog.directcontactpr.com/index.php?s=miracle

You need to learn how to turn people on so that they come to you for more of what you are offering.

Perhaps the simplest and most powerful suggestion I can you suggest to you is that you use The 3 I Technique

a. Identify a Success Story
b. Imitate the Success Story
c. Innovate with Your Own Information

http://blog.directcontactpr.com/index.php?s=the+3+I+technique

This is a technique I recommend you experiment with. You can do this with any type of marketing communications. It basically focuses you on identifying a model of success and mimicking it as you create your own message. The idea is simple – follow in the footsteps of someone who is doing things that are successful.

You can use Google news for example on the word “troubleshooting tips” which I did for you here: http://goo.gl/gMO74

There are over 1,000 articles for you to study. Some are news releases, some are articles in newspapers and others are article in magazines and trade publications. Now your goal is to pick ONE! Find one about someone else, that is really interesting and motivates you the way you want to motivate others. This is your model success story.

Then open up your word processing program and start writing. Look at their headline, and then write your own. Then do their first sentence, then write your own. Then do their first paragraph, and write your own. You walk your way all the way through the article to the last sentence.

You may find this to be very mechanical, but guess what, it works. If for example, you use a story in USA Today as your model, and you use this technique, then you create an article that matches readership interest and editorial style on the first try. It looks like it belongs there.

And when you send it to USA Today, you maximize your chances of being successful with them because they tend to recognize when you’ve done your homework. And if it’s good enough for USA Today, then other media will respond to it as well.

Identify the successes of your competition or the authors in your genre. Study what they use to be successful and follow in their footsteps. If you are a story teller, tell stories. If you are a horror writer, scare and horrify people. If you write sci-fi, then talk about the future. Give people and experience. Engage them and let them experience something that is truly emotionally engaging. Don’t be boring. Be stimulating. Choose what you say carefully. Plan it out, test it, select and rehearse, like an actor or an actress on stage.

What you do is you talk about the ideas and concepts in your book and how it affects others. People are really only interested in things that have value to their own lives or others that they care about. That is what you must offer. I have a little poetic like formula which I wrote which describes what you need to do which goes like this:

Tell me a story
give me a local news angle (my audience!)
touch my heart (make me laugh or cry)
teach me something new
astound or amaze me,
make my stomach churn with horror or fear,
hit me in my pocketbook
or turn me on.

And you do this as many times as you can in two to three minutes.

If you study your target media and employ the 3-I technique, you will see that news coverage is largely predictable. Consumers and editors are drawn to types of stories that have worked well in the past. If you want to receive coverage, it’s important that you get familiar with these content patterns and do your best to replicate them.

The reason is simple: media publish what sells. To be in media you have to give them what they publish. Therefore to maximize your chances, you give it to them their way.

Now I’ve been doing this with clients for years and I’ve characterized the many patterns and ways media publish. The following list of most commonly featured content is derived from analyzing successful media coverage of my clients in newspapers, magazines, radio and TV:

1. A dramatic personal story that describes achievement in the face of adversity plus a little humor.

2. A problem-solving-tips article on a timely topic that shows how you can help the people that you can help the most.

3. An innovative product or service that people want because of the remarkable benefits offered.

4. A dramatic and interesting photograph that tells a 1,000-word story at a glance.

5. A new development or situation that affects lots of people in a unique way.

6. A personal battle between the forces of good and evil, or David and Goliath.

7. A truly heartwarming tale with a happy or remarkable ending.

8. New effective techniques or tactics to improving a problem or situation that is commonly faced.

9. New form of creativity that makes people feel good or experience heightened emotions.

10. A story that makes people cringe in fear, howl with delight, or experience intense desire or want.

11. An explanation of a mystery that confounds a lot of people.

12. News, analysis, and commentary on a controversial issue or topic.

13. Localized stories and media access to the local people involved.

14. Innovative and new ways to have fun, save money, help people, increase their enjoyment, protect the environment, and help them get more out of life.

15. Unusual, hot, and wacky ideas, products, activities, and situations.

16. Mouthwatering recipes, food, culinary delights, or opportunities.

17. Educational, unusual, hard-to-believe, never-before-revealed, or fascinating news, data, information, or stories.

18. Record-breaking achievements, competitions, paradoxes, dilemmas, anything that confounds the human spirit.

19. Knowledge, ideas, or information that astounds, enlightens, and inspires people to experience new feelings.

20. Remarkable little things people may not know about, that will make their dreams come true.

This is the way to make use of the miracle of the microcosm. These are weapons of mass persuasion, in part because readers and viewers know the arc of these pieces by heart. This familiarity soothes them and allows them to concentrate on the particulars of your story.

This is how you first develop and prove what you can say that turns people on and gets them to take the action you want, and then use technology as a force multiplier to repeat the message and reproduce the action you want in quantity.

If you follow my advice, please send me what you create. I’d love to see it.