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Getting More Publicity — Getting More Sales – How to Be Galvanizing

22 ways to be galvanizing and interesting to media, prospects and customers

Last week someone on the Self-Publishing discussion list at Yahoo Groups asked “what goes into a news release”.

It took me a while to wrap my mind around an approach that I was satisfied with since we have so many diverse creative people on the list. The response had to be useful to all.

In many ways, this is perhaps the most common question I receive from authors once they start promoting and marketing. I rephrased the question a little.

How do I get people to pay attention to me?

I reviewed the news releases that I’ve done for the past few years for authors and publishers seeking to identify the common characteristics of those communications that produced the stellar media responses and the book sales that went with them. I sought to take a fresh look at that set of key issues that appear in the marketing communications that produce the best success.

It was a fun exercise. So here’s what this exercise revealed about:

How to be Galvanizing

1. Be right and be first to tell people that you are right on.

2. Be wrong but keep trying to do it right and be the first to admit it, telling people what you did wrong and are doing about it.

3. Communicate clearly and help the people you can help the most. Put your audience first.

4. Demonstrate purpose. Do something noble and heroic and active, don’t just talk about it.

5. Be passionate and surprise people by doing something interesting, unusual, and real.

6. Make people laugh and smile at you, with you and at themselves.

7. Give people relief from a headache or the pain they are experiencing now.

8. Show people a half naked man or woman. Why? Because it works. Now make it relevant or meaningful to your ideas in some surprising and legitimate way.

9. Tell people about their innermost fears or insecurities.

10. Predict what is going to happen six weeks from now and why it is important.

11. Be spontaneously alive and exuberant about people and your ideas.

12. Show people courage and do something amazing and brave.

13. Be astonishingly honest and sincere. Achieve authentic.

14. Be irreverent and make people realize the folly of their beliefs..

15. Tell true dramatic and personal stories. Focus on achievement in the face or adversity. Help people see themselves in the story.

16. Shake people to their roots. Tear apart a sacred cow.

17. Scare people with a prediction. Identify and describe the common enemy or the crisis on the horizon.

18. Use a really good relevant photograph. Give people visual evidence so they know they are in good company.

19. Do your absolute best and create something truly remarkable and memorable.

20. Create a vivid metaphor that illustrates and relates to your audience at a deep personal level.

21. Create a visual picture that makes people realize what their future will be like.

22. Tell people exactly what they need to do to be healthy, involved, authentic, purposeful, connected to the future, inspired to find greater meaning and motivated to take immediate action to fulfill their destiny.

It’s my belief and experience that these triggers to getting attention and galvanizing people are useful and applicable to all the marketing communications you use to promote your books or products or services.

You must develop, test and prove that you have content that can do this yourself. You can also get help from experienced people to do this. You can hire publicists or marketing experts to assist you.

Then you can place these ideas into the headline and lead of your news releases. You use these ideas to flesh out the content of your problem solving tips articles, feature stories, and interview talking points.

You use these ideas to make what people read, hear, or see about you sticky. You want them to take it with them and show someone else what you have done.

Your goal is to make such an incredible impression — an indelible memory about you — that gets people so interested in you that they are motivated to buy *everything* you have available.

It’s applicable to situations where you are speaking to people whether it be one on one, or if you are talking to a group of people and you goal is to get people to buy your book or your services.

It’s also applicable whether you are publishing an article in a newspaper, doing an interview, or posting something to a web site or a blog or an article site.

I hope you find that even just one of these is something you can use and benefit from.

All you need is to find and use is one.

Once you have these ideas you can create the news releases and marketing communications you need to get better sales and better coverage with media.

A galvanizing message will tend to resonate with certain types of people and media. You may have to change your target to match the message. You may have to change your message to match your target.

If you find out that one galvanizing idea works for one group or type of people, you may have to find out whether it works as well if you present it to another type of demographic pool of people. A message that works with mature seniors, may or may not work well with fitness, health or women’s. A message that works well with techies may not work well with business or education. You may have to find out what works and this may take time and effort.

Depending on what you have to offer, a targeted media list and a targeted approach to media may be what works the best.

I would enjoy feedback and comments on this post. Please feel free to contact me if you have any ideas on how to make these better.

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/

How to help improve how kids treat each other in high school

How to help improve how kids treat each other in high school

Here is a great story. It is also a beautiful illustration of how to get event publicity.

Can you imagine how much better it would be for kids at high schools if people agreed to zero put-downs, zero rumors and zero gossip.

That’s what Chicken Soup for the Soul story author Bill Saunders challenged students to achieve. And the kids agreed to do it, too. And the results were immediate and substantial.

The article titled: ‘Chicken Soup’ author urges teens to action is in the Nov 8 edition of the Pittsburgh Tribune-Review

http://www.pittsburghlive.com/x/pittsburghtrib/news/s_597494.html

Share this with your friends.

Why did the newspaper jump on this one?

DPAA + H

This tells a human interest story which talks about local credible people in the throes of real social challenges. It is dramatic, personal, achievement in the face of adversity, and it even has some ironic humor.

It also contains a simple and unique solution to a common problem that faces lots of people.

These are the crucial elements of media coverage success.

Is there are reason to doubt why Chicken Soup for the Soul is worthwhile? Here the contributing authors show in no uncertain terms that they know how to walk the talk. This is true leadership excellence in action.

Now if only adults could learn the same lesson.

Getting other people to talk about you in a favorable way

How to get the right people to talk about you in a way that helps your business

How do you do that so that the right people talk about you in a way that helps your business?

What you need to do is sprinkle the airwaves with certain types of information that result in communications between people that ties back to your business so that:

1. drives interest to your business or website
2. produces traffic or incoming calls or visits and prospect inquiries; (so you can covert prospects into customers); or
3. produces direct sales (so you don’t have to convert at all).

Here are the ways to do that:

1. tell a remarkable story
2. offer up a really incredible product or service
3. break some important news
4. be phenomenally helpful, educational or entertaining
5. be innovative
6. be unique
7. be original
8. be unusual
9. be incredibly knowledgeable
10. help the people you can help the most

What you need to do is develop this information and package it into a core document which can serve as a source for a suite of other specific communications you can use in a variety of ways.

Now recognize that there are over 20 different categories of online and offline media that you can place your message.

Package it and present it so that it is readily usable in each technology and situation. What you need to do is reformat the message the same core message can be readily injected and utilized by these various technological mediums.

Then you’ll be able to persuade other people to get the word out for you.

What Happens When You Stop Helping People

What Happens When You Stop Helping People

Andy Andrews posted an absolutely brilliant story in his blog today. (Goodbye Mr. Foster) tells the wonderful story of what happens when not so smart management people ignore what’s really happening down in the trenches.

Sad but true, this appears to be what is happening in all sorts of companies. They not only cease to pay attention to what matters to their customers, but they also kill the spirit of the employees who are the very lifeblood of the culture they’ve created.

We need more Mr. Foster’s. We need to see and notice people who are selflessly devoted to making others happy.

David Weinberger explains his theory on ‘everything is miscellaneous’ and why this is good for us

David Weinberger explains his theory on 'everything is miscellaneous' and why this is good for us

David Weinberger, co-author of the bestselling book The Cluetrain Manifesto, gave a one hour talk at Google in June 2007 as part of the Authors@Google series. His new book describes how the digital revolution is radically changing the way we make sense of our lives. He argues and illustrates how the digitization of everything is changing the way human beings function in the world.

In this incredibly lively talk, he covers miles and miles of intense intellectual concepts at lightning speed, talking about and explaining the contents of his new book titled Everything is Miscellaneous.

This is a wonderful presentation replete with brilliant ideas, humor, breakthrough glimpses of the past, present and future and observations that will make you think the world indeed is flat.

His photography is extremely engaging and his personality and style is part of the phenomenon that he creates as he speaks. He communicates by building vivid theoretical frameworks and colorful imaginary pictures simultaneously. He’s educational and entertaining.

Every now and then he’ll take a breath of air!

His basic idea? The world is clustered into categories and the way the world is organized by us humans is pretty nice. The one who gets to classify is powerful. The classic order of the world is changing and what used to be understood as stable is no longer operable in the dynamic digital new world in which we live.

This has important implications to how we function and communicate with each other in the future.