Bio and Branding Wow NowClass #4

Grabbing Media Attention: Essential And Practical Tools That Get You Quoted And In The Spotlight!

Housekeeping

Access this call recording as soon as the call is over.

EVENT: Bio and Branding Wow #4DATE & TIME: Wednesday, August 17th at 11:00am PacificFORMAT: Simulcast! (Attend via Phone or Webcast -- it's your

choice)TO INSTANT TELESEMINAR, CLICK THIS LINK NOW...http://InstantTeleseminar.com/?eventid=21065277 The Password for this Event is: media

Agenda

Master the do’s and don’ts of every media appearance Develop soundbites that must go into every media interview Write “screaming good” headlines for your articles and press

releases New ideas for copywriting

Media Do’s #1

Be clear about your three key messages. Consider what you want your audience to

feel, do, and remember. Make no mistake. You are “always on.” No

“off the record” allowed. Idle chit chat isn’t idle.

Media Do’s #2

When asked, "Is there anything more you would like to add," don't throw away the question. Jump in and re-state your three key points.

What you say last in an interview is what the reporter is most likely to remember and showcase.

Less is more. Brevity is beautiful.

Media Do’s #3

Be gracious You are the guest, but welcome others as if

the host Dress appropriately – ex: jeans, hose, etc. Be your own fabulous, wonderful brand!

Media Do’s #4

Speak in independent sentences that can seamlessly be cut and edited

Have a great statistic or data at the ready Give a great sound bite!

Media Don’t #1

Insulting the host Being funnier than the host Interjecting “if you read my book…” Not spilling all the beans

Media Don’t #2

Don’t go Promo Keep all appointments Show up early…just in case

A Bonus to Guide You with to Invite Interviews in the First Place

You can’t get quoted if you don’t share your news. A press release can pack a punch. Here is access to an audio recording that showcases

how to make the most of press releases in today’s digital age:

http://www.mainstreetmediasavvy.com/mp3/Getting_the_Most_from_Your_Press_Releases.mp3

Create a Golden Sound Bite

“Paying for water is like paying for gravity.” “He’s cleaning up Mexico just like Elliott Ness

cleaned up Chicago.” “Naming is to marketing as location is to real

estate.” “When the economy sneezes, the not-for-

profit sector catches the flu.” “I put the kitsch in kitchen.”

Sound Bites Work!

Great quotable quote: memorable and repeatable Give a flavor of your brand: “It’s the economy,

stupid!” HOMEWORK: Create 1-3 sound bites for your

business that you can roll out effortlessly for the media.

Secret to Creating a Screaming Good Headline Revealed!

You start with your magazines Need great consumer magazines such as:

– Women’s Day– Men’s Fitness– Glamour– Family Circle– Redbook, etc.

Review the Patterns

___________________ ___________________ ___________________ Write the headlines BEFORE the article!

Adapt Every Headline to Work for You

Practice and Perfect! On-the-spot participation

Copywriting

Don’t write copy. Create bullets. THEN, organize bullets – so much easier! Vary punctuation. Short and long sentences Tons of white space Lots of headers – benefit driven

Use Magic Words 1-5

You  Results  Health  Guarantee  Discover 

Use Magic Words 6-10

Love  Proven  Safety  Save  New

Copywriting Hints

Add brand personality talk in absolute terms Create a cadence – repetition and rhythm write in active vs. passive Eliminate trash adjectives Write informally

…and More

Write @ 8th grade level Prove your claims Turn features into benefits

Don’t Guess – Test!

Test what works– Test everything! – Ex: “I miss you” vs. come on back– ProFlowers: free base vs. $10 off! – Website: http://whichtestwon.com/

Homework for Next Week

Create a sassy sound bite or 2 Continue to keep a list of your words/phrases