The Back Story Behind THIS Cover Story and a Tip: Get READY NOW — Bye-Bye 11th Hour Scramble!

Media Savvy 101, Media Skills Training No Comments

ExpertPreneurCover2013 Aspiring experts want to GET KNOWN  so they can GET PAID. 

Here is one really great tip that can pay off for you again and again. 

GET READY FIRST if you want to be able to take advantage of opportunities — even when you least expect them.

The “cover girl” situation on the debut issue of ExpertPreneur Magazine just happened for that reason alone. Yes.  That is me on the cover — Business Bio Expert Nancy Juetten.

Apparently, someone with a really big name had already said YES to being on the cover of the debut issue. For some reason, his team was dragging its feet to deliver the requested photo, article, and other requested information.

The publisher had a timetable to meet and was starting to get nervous. By some stroke of serendipity, she noticed me and my expertise on Facebook and reached out. She invited me to be in the magazine, and before the phone hit the cradle, she had my photo, my article, and an opt in page where her readers to access something of real value as a gift. Voila!

There may be lots of big names out there with GREEN ROOM attitudes who dilly dally delivering what is needed in perfect timing. That’s where the “Seabiscuit-like” experts who are ready to rock can step right in and run for the roses.

So, my best advice is to GET READY for opportunity before it knocks. That means having your materials together — a professional quality head shot, a relevant and timely perspective to share, and access to a compelling free gift that can serve the readers. I want you to have your “sassy sound bites” in your hip pocket.  And I want you to be able to  deliver them on demand and without rehearsal. Be a pleasure to deal with in every way and one good media opportunity will absolutely turn into more. It’s relationships you create that can pay off and lead to even cooler and more prestigious placements and invite more of the right people to be excited to do business with YOU. So, get ready now.

If you would like to explore if your expertise is a fit for ExpertPreneur Magazine, here is a link to learn more.  And, as always, it is BEST to read the magazine before you make your pitch so you can demonstrate that you understand what the publication is all about and showcase a specific way your expertise adds real value. I have found that SUBSCRIBING to the publications I most want to be seen, heard, and showcased within always pays off.  You can subscribe to ExpertPreneur Magazine, so consider that another tip for inspired action.  I believe the DEBUT issue is free so there is no risk.

If getting ready is high on your priority list, I invite you to work with me one-on-one.  Here is a link to the GET READY to Get Known and Paid Blast-Off Package.  With me as your word wizard and guide, together we’ll get the job done with pizzazz.  You’ll be in super READY position to rock your 2014 and make the most of your expert status with results you can see, hear, and celebrate as you attract clients who can bring in the welcome compensation.  No more “11th hour scramble” for you.  You’ll be ready to take your place in the spotlight to make your impact. Based on my own experience and results, that is a powerful place to be when opportunity knocks.

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Make It Easy for Reporters to Interview You with a Bit of Inspiration from “Julie and Julia”

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Did you see the movie “Julie and Julia?”   I love this movie for so many reasons.

One of the scenes that stands out for me is the conversation that takes place during the “ritual cobb salad lunch” with friends.    Julie’s friend asks her for an interview to be part of a magazine feature, and then she then laments how challenging it will be for her to schedule the interview with Julie.   Julie has to remind her that SHE was requesting the interview.  It was a rather off putting scenario.

I am of the mind that both parties should feel great about the interview opportunity and do their part to make getting together as easy as possible.

That said, I was happy to be interviewed by Paul Anderson, columnist for NW Jobs within the Seattle Times in connection with my bio writing expertise.   In fact, I initiated contact with him to explore how my expertise could add value for his readers and was delighted to have enlisted his interest.

As the year was coming fast to a close, scheduling a telephone interview could have been challenging.  To make things easy, I suggested that we do the interview by email.  He could send me the questions he most wanted me to address, and I would respond right away by return email.  That was a welcome suggestion that delivered a quality outcome for all.

Make it easy for reporters to interview you, express appreciation to those who do, and watch what happens in your business as awareness of the value you bring grows.

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Dresser After Dark Radio Show Celebrates Authors and Experts; Want to Be on the Show?

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Dresser After Dark is a radio program on the USA Radio Network for authors and experts to spread their word.   If you have interest in sharing your word, visit the “Be a Guest” tab at the website and make your pitch. I was interviewed on the show yesterday, and here is a link to the program during which I cover the four cornerstones of a fabulous bio.

Host Michael Ray liked the information I shared and asked to post information to make it easy for his show guests to buy the  Bye-Bye Boring Bio Action Guide on his site.  He told me that the information within can do a world of good for guests who come on the show.  It turns out that many guests don’t have short, compelling bios.  That means that Michael and his producer Suzy have to scramble to edit long and rambling bios into brief introductions that work on the radio.

DIY Publicity Tip: It’s challenging enough to produce a radio show without having to impose on the hosts and producers to re-write your bio to work for their purposes.  Don’t submit a long and rambling bio to a radio station.  Edit your bio to its most essential elements so your stunning results, succinct stories, sassy sound bites, and social information to help your ideal customer connect are front and center.  Leave everything else behind.  Otherwise, you run the risk that your on-air introduction is out of your own control.   If you don’t have a short, compelling bio, write one today.

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Serena Williams & Kayne West – What NOT To Do, Whether Cameras are Rolling or Not

Event Promotion, Media Skills Training 2 Comments

Serena Williams and Kayne West have a thing to two to learn about being graceful in the face of disagreement or disappointment.  Their outbursts over the weekend — hers at the U.S. Open Tennis Tournament and his at the MTV Music Video Awards — will live on forever as examples of what NOT to do.  Their tirades will perhaps overshadow whatever they may have accomplished in their careers to date, thanks to the far-reaching impact of YouTube and all the other media that have pounced on their stories.

When in doubt — whether the cameras or rolling or not — take a breath and pause before you say or do something you may regret later.

If you want to learn more about making the most of YOUR moment in the media spotlight, register for this Wednesday’s Publici-Tea™ Express Workshop at Seattle Design Center.   We’ve got 30 fabulous, publicity-seeking business owners already registered, and having you among them would be wonderful.  You’ll learn a great deal about how to get seen, heard, and celebrated in your own backyard … and beyond for your winning ways, which is a lot more than Serena Williams or Kayne West can claim right about now.  Here is the link to make it easy for you to register.

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Don’t “Wing” Your May 6 Video Interview for SHINE – Prepare Your Messages So Your Story Will Shine.

Event Promotion, Media Skills Training 1 Comment

With over 500 BizNik members and friends already registered to attend the May 6 SHINE event and just 260 interview spots available, it’s going to be an exciting and potentially inspiring evening of small business storytelling.

SHINE is a video event that is bringing independent business people together so their stories can be told over the social networks like BizNik and other ways that participating members bring to light.  Since social networking and YouTube are the rage these days, the avenues to share one’s message are limitless. If you are attending SHINE and plan to sit for one of the brief 5-10 minute interviews, by all means, be prepared with your three key messages.  And practice ahead of time.  Think about the three things you most want your ideal customers to know about you and your business.  This isn’t about selling.  It’s about telling and saying something that makes an authentic connection.

Since competition for interview spots is likely to be fierce, even among Gold BizNik members such as myself, I’ve been thinking about what my key points are so I will be ready when the camera is ready to roll. Five to ten minutes of tape rolls way too fast.

  • Hi, I’m Nancy Juetten.  I’m a publicity expert, Publici-Tea™ trainer, and a do-it-yourself publicity blogger at authenticvisibility.com.
  • What lights me up about what I do is the magnitude of gratitude my clients share with me for getting their moment in the media spotlight with my help.
  • It’s not easy to start, sustain, and grow a business.  We all make sacrifices along the way, and there are days that we wonder and worry if the journey is worth it.  When my clients are seen, heard, and celebrated for their contributions to the marketplace and the world, it’s deeply personal for them. It’s also public validation that the path they have chosen and the impact they have made have been worthy of the sacrifice.
  • As for me, when my 11-year-old son Kyle proudly introduces me to his buddies as the president of her own PR company… Well, it doesn’t get much better than that.

If you want to participate in SHINE, be sure to click on the active BizNik link above to learn all the details.  And be sure to track back to three excellent blog posts about media skills training from Lorraine Howell, Lynn Espinoza, and Susan Harrow.  These are leading experts who can guide you to media interview success.  See you on May 6.

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Media Skills Trainer Lorraine Howell Offers More Tips for DIY Publicity Success with Interviews

Media Skills Training No Comments

Today’s guest post on DIY publicity from Media Skills Training’s Lorraine Howell completes this week’s blog series on getting ready to make the most of your time in the media spotlight.  After all, preparing your story and enlisting the media to tell it are just steps one and two.  Delivering your story in a winning way during the interview is your best approach to making the most of the media opportunity and earning the favorable publicity you seek.

Take it away Lorraine!

Lorraine Howell, Media Skills Training

Lorraine Howell, Media Skills Training

The prospect of talking to a reporter intimidates a lot of people. With a few tips, tools, and strategies, you can minimize your stress levels and improve the odds of you getting your message out and having a good experience. Ninety percent of doing it well involves preparation and practice. Don’t head into an interview with the idea that you can “wing it!” That usually leads to missed opportunities.

Here are my top tips that really work:

PREPARATION

1. Study the Media: See if you can distinguish the differences between the various media outlets. An interview on “60 Minutes” will be different from “The Today Show.” Radio is different from TV. Both of them are different from print media. In addition, the web has created a whole new media category with websites and bloggers. Notice what makes a good interview.

2. Think Like a Journalist: Look for the story angle. What questions can you anticipate? Why would anyone be interested in what you have to say? Thinking like a reporter will help you understand whether or not there is interest in your story.

3. Have a Clear Purpose: Before your contact with the media, have a clear purpose in mind. Your purpose must be more than just calling attention to you or your service. The media’s job is to provide useful information. How can you help them do their job?

4. Be Ready with 2-3 Key Messages: Keep it simple, concise and relevant. You can’t tell people everything in one interview, so make the most of it by staying focused on the most important ideas you want to communicate. Get some practical experience. Have a friend or colleague roll play with you. Hire a professional media trainer. Practice responding to all kinds of questions, including the difficult or controversial ones. Don’t “wing it!”

DURING THE INTERVIEW

5. Shift Your Focus:

Treat the reporter like a potential customer or client and consider the interview a customer service situation. You have information the reporter needs. How can you give her what she wants and still get your message out? Put your focus on listening and responding.

6. Put Important Points First: You have 10 seconds or less to engage a reporter or an audience. Don’t bury the “lead!” Get to the meat of the matter as soon as possible. You can always back up and explain or give background information.

7. Bridge Back to Your Point: Don’t let questions lead you off track. Even questions from “left field” can be an opportunity to get back to your point. Use “bridging” phrases. i.e. “We’ve heard that comment before, but we prefer to look at it this way…” or “We know there are other products out there, but here’s what make us different” or, “We don’t release that information, but in general, it works like this…”

8. Develop Alternative Phrasing: Find different ways to say the same thing, then you will worry less about what to say. For example: I do media training for people who are launching a publicity tour; or, I teach people how to be more effective when speaking to the media; or, I teach people how to be more relaxed and focused so they can do effective media interviews.

9. Less is More: Don’t over explain. Answer the question, make your point and wait for the next question. i.e. If they ask you what time it is, don’t tell them how the watch works!

10. Make It a Conversation: Maintain eye contact and listen.

Big Finish and Special Offer:

No one wants to look like a deer in the headlights when talking to a reporter. It pays to get professional help for media interviews. Since 1998 I have been helping people look comfortable and confident in the media spotlight.  If you want to be ready for your 15 minutes or more of fame, please get in touch and I’ll show you the way.

And, if you send me an email at lorraine@mediaskillstraining.com, I’ll send you a complimentary PDF version of my tips card for improving presentation skills.  This is a great companion to any media training service.   Be sure to put “Nancy’s DIY Publicity Blog” in the subject line of your email.

Thanks Lorraine for sharing these timeless and timely tips.

Be sure to visit the Media Skills Training website and Lorraine’s blog to benefit from her latest posts about media and presentation skills training so your do-it-yourself publicity efforts will be well served when the media comes to call.


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Susan Harrow Shares How to Turn Media Interviews into Opportunities – An Essential Guide for DIY Publicists

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Monday’s blog post hinted about the importance of sound bites.  Getting your sound bites in order is essential for those media savvy enough to invite quality media interviews to take their stories far and wide. Over the weekend, I engaged in a rather compelling online conversation with Robert Middleton about the value do-it-yourself publicity actions can deliver for a growing business with proper message planning and preparation. You can read that exchange at this specific link.

Whether or not DIY publicity pays off has a huge amount to do with proper message planning and interview preparation. That is why, today, I am honored to feature as a guest blogger Susan Harrow to Authentic Visibility.

PR Secrets Founder and CEO Susan Harrow

PR Secrets Founder and CEO Susan Harrow

Susan Harrow is a respected media coach, marketing expert and author of Sell Yourself Without Selling Your Soul (HarperCollins), The Ultimate Guide to Getting Booked on Oprah, Get Into O Magazine and Get a 6 Figure Book Advance. Publisher’s Weekly called her book “Sell Yourself” a “Rumi-meets-Seth Godin public relations handbook.” Hundreds of people who’ve read it call it their “Publicity Bible.”

Her clients include Fortune 500 CEOs to celebrity chefs, entrepreneurs and best-selling authors and people in unusual professions like a voodoo priestess and leaders in banning racism, who she helps to double or triple their businesses with PR. Dozens of her clients have appeared on Oprah, 60 minutes, CNN, CBS, Good Morning America, Larry King Live, Donny Deutsch, and in the New York Times, the Wall Street Journal, Parade, People, Vogue, Elle, O, Forbes, Time, Inc. and more.

She has been featured, profiled or quoted in USA Today, The Washington Post, The Boston Globe, The Chicago Tribune, Woman’s Day, Ladies’ Home Journal, Women’s Wear Daily, Entrepreneur, Salon Magazine, Pink, the San Francisco Chronicle, The Orlando Sentinel, and Investor’s Business Daily, and on NPR, national/syndicated TV and radio.

Take it away Susan Harrow!

Turn Media Interviews into Opportunities & Sales

Many people don’t understand what sound bites are. They don’t know how to create sound bites that sell. Reporters and radio and TV producers want guests who are clever, entertaining or quippy. They consider the interview a success if you are succinct and sassy. But while that may make a pleasant interview, and please TV and radio hosts, it typically does nothing for your reputation, your opportunities, or your sales. In other words, you probably won’t get the results you want.

I have one client who is a fantastic guest who has been on numerous national TV shows. She makes everyone laugh and have a great time. But have those interviews sold books or gotten her higher speaking fees. No. Although she’s a polished guest, she still has a lot to learn. Her need to be liked has eclipsed her true north goals.

Remembering to keep the end in mind will help you stay on track. Before every interview review your intentions and what you want to cover that will get you the results you’ve set out for yourself.

You want to develop sound bites that speak to who you are, what you do and how well you do it. Sound bites are the essential messages that will create sales and recognition. They consist of anecdotes, analogies, stories, one-liners, and facts that you can speak in 10-30 seconds. They should be singly focused on what you want your audience to know. To turn media interviews into sales here are 3 things you can do.

1. Incorporate Your Past into Your Present Experience.

Camus says, “We are the sum of our choices.” We are curious about how your childhood dreams have influenced the career you’ve chosen. Your past often has hidden predictors to your future interests and life decisions. If you don’t want to go back as far as childhood then go back in your professional career. Sarah Newton, The UK’s Top Teen Coach, said that when she was a juvenile corrections officer what she heard from teenagers most was that they didn’t feel heard, understood or respected. “The most important thing a parent can do is listen,” says Newton.

Often sound bites like Newton’s seem simple. But it takes work to distill your ideas down to their essence. It’s the unadorned statement that is often the most powerful.

Another way to link the past to present is to demonstrate how your passion drives your profession. “People think I am disciplined. It is not discipline. It is devotion. There is a great difference,” says Opera star Luciano Pavarotti. Choose the words that show your devotion. We want to be involved with people who sparkle when they speak.

2. Include Client Successes.

Many of my media coaching clients don’t want to brag. They believe it’s unseemly and gauche. I encourage them not to talk about themselves, instead speak to how their product or service has impacted their clients or customers.

Tell a story that centers on that success. Marty Friedman, seminar Leader and author of “Straight Talk for Men About Marriage,” says, “An attorney who came to one of my seminars said he didn’t really think he got much out of it-until he got home and his wife wanted to have sex with him-for the first time in months.”

“I guess I must have learned a little something,” the attorney admitted with a big smile.

Friedman tells a very succinct story with a powerful punch line. Doesn’t this sound bite convince you that his methods are so potent that they work on non-believers and difficult people like attorneys?

3. Show Your Suffering.

The people I’ve known who have suffered deeply are funny, sarcastic, and wise, but not saccharin. Sweetsy talk about love, gratitude, thanks and understanding comes off as facile. So much of what we hear in the media today is shallow talk about accepting things the way they are, often coming from people who don’t.

Love, understanding and forgiveness aren’t sickly tender. True sentiments frequently come out of bitterness, hopelessness and heartache. We trust those people who are vulnerable and have suffered or who have failed over and over again and are willing to share their insights – without plumage. We want to see the underbelly of your beautiful self. Don’t be afraid to show it. We’ll love you even more for standing out and being real.

Dr. Vicki Rackner, CEO of Medical Bridges and Medical Editor of the Hope Health Letter which reaches over 3 million people says that at age 40 she made a radical choice: to close her private practice to be with her son, Meir. “As the operating room door closed, another opened. I can’t tell you that everyone lived happily ever after because we’re just at `once upon a time.'”

In closing her business, the choice she made to to forgo surgery in favor of becoming a patient advocate, goes against the grain of what society might deem is proper for a board certified surgeon with a full practice. You know right away that she is thoughtful and has tremendous empathy and insight. As a patient wouldn’t you want her on your side? I know I would.

Sound bites, speaking in condensed language to convey your points, is an art to be practiced daily in and out of media interviews until it becomes a natural way of speaking that you can do for every media interview.

If you incorporate your past into your present experience, include stories of your client successes, and show your suffering during an interview you’ll be perceived as an expert, increase your sales, and develop a following all while demonstrating your humanity.

Download the free teleclass “How to Become a 60 Second Sound Bite Genius” to learn how to create sound bites that reporters and audiences love, avoid committing the 3 deal breakers that automatically eliminate most guests from getting on national TV shows, tell captivating stories to attract media and inspire audiences to buy at this link.

Thanks Susan, for helping Authentic Visibility readers understand how to turn media opportunities into business building opportunities.

Later this week, we’ll hear from Media Skills Training Founder Lorraine Howell, who has even more to contribute on the subject of making the most of media opportunities. Stay tuned.

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Tips to Guide Your Media Interview from Experts You Need to Know – Meet Lynn Espinoza

Media Skills Training 1 Comment

You’ve worked hard to enlist the interest of the media in your story.  Your pitch or press release paid off.

Now, the real task is making sure you share your message in a winning way so the story to debut reflects well on your brand and reputation and supports the objectives you have for sharing the news in the first place.

Today, I am pleased to share a guest blog post from Lynn Espinoza, president of Speak! Communications. Lynn is a broadcast veteran with 15 years of experience as a major-market news anchor and reporter. In addition to the Emmy, her work earned several Associated Press awards and the McGraw-Hill Editorial Excellence award. She was the Global Director of Communications Training for Waggener Edstrom Worldwide before starting Speak! Communications. Prior to that, she led national and regional consumer and technology campaigns as public relations manager for drugstore.com and as the primary Northwest spokesperson for telecommunications giant US WEST (now QWEST).

Needless to say, Lynn knows a thing or two about preparing a winning message for the media.  Take it away Lynn.

The economy has shaken the news-gathering industry to its core. Newspapers are disappearing; television reporters are losing their jobs in numbers we’ve never seen – both nationally and locally. The impact on you is that your chance of getting ink or camera time is greatly reduced.  You need to stand out – to provide something different or unexpected – if you want to attract the attention of strapped news editors.

Don’t despair. You can still get great press, if you follow some tried and true tips:

Spend time crafting your story.

A product announcement is not a story. Your story lies behind the product or initiative. Before you get to those all-important key messages, chart out the three distinct parts of your story; the beginning, the end, and what happens in-between.  List all of the proof-points that strengthen your story, and figure out where they fit best.  The beginning should speak to the real-world problem that your product or initiative solves. The middle should include what you heard from your customers about how a product like yours will solve their problems. The end requires real-world examples of how your product or initiative will change the way people do things.   If you don’t have all three elements, you might have all you need for a nice press release, but you don’t have a compelling story to attract a news editor.

Tie your story to trends.

Let me give you an example.  Athletic gear- maker Reebok was in the process of launching a new athletic shoe line for women. Let’s face it, the announcement of a new sneaker is not much of a story.  But Reebok really did the homework and found out some interesting things about women and working out.  While men want their athletic gear to say “strong and serious”, women, it turns out, want their gear to say “fun and healthy”.  It’s a new and growing trend.  So they built a shoe line that looks and feels different than the traditional athletic shoe, and then they built a story around a woman’s emotional tie to “fun and healthy”.  It was a big success for them. In many cases, you don’t have to do exhaustive research. Just watch and listen for the trends happening in your target audience, and build your stories accordingly.

Avoid Jargon.

If your key message looks something like this:

“ We’ve developed a robust ecosystem to address the lack of connective tissue between our customers’ business objectives and the economic realities.”

STOP!!!!!

Reporters have grown impatient with spokespeople who don’t speak like humans!  You want to connect with the broadest-possible audience, in a way that appeals to the audience on an emotional level.  Instead of the message above, you want your message to look more like this:

“In this rotten economy, our customers told us they need to do more with less”.

I have suggested reading on this topic: Why Business People Speak Like Idiots: A Bullfighter’s Guide by Brian Fugere, Chelsea Hardaway, and Jon Warshawsky.  It’s my favorite business book.

Be authentic.

Before you speak to a reporter, make sure that you’re completely comfortable with your key messages. Are the messages in language that you would use naturally? Do you really believe them?  If the answer to both questions is yes – take a breath and relax.  You don’t need to be perfect when you speak. An occasional “um” or “uh” will not tank an interview.  Sit up straight, focus on eye contact, and trust that you have made the messages yours.  If the answer to the question is no, CHANGE the messages so that they work for you.  If it doesn’t sound like your messages are authentic to you, the reporter will easily pick up your discomfort, and may assume that you’re covering up something, or worse, lying.

Expect to be asked about the economy.

The economy remains the biggest story for every news operation.  Whatever the purpose of your interview, be ready for a question or two about the economy.  Can you tie your product to the economy in a positive way? That’s great! Point it out!  You may also hear questions you don’t necessarily want, such as, “You’re really struggling in this economy, aren’t you?”  or, “How many people are you laying-off this quarter?”   Come up with answers to questions like this before an interview. Be as honest as you can. Just don’t get caught off-guard!

As always, remember that reporters are not your friends AND they’re not your enemies. Know your story; speak it well; show your passion. And then sit back and watch the great coverage roll in.

Thanks Lynn for sharing useful tips to help do-it-yourself publicists make the most of their interview opportunities.    And here is one final tip from me.

When you lay awake the night before your interview and imagine what you want the front page of your local newspaper, business journal, or trade journal to reveal about you and your company, what three messages are most important?   Be clear about what they are, and share them in a cogent, compelling,  memorable and BRIEF way.   A good sound bite beats a manifesto every day of the week.

Stay tuned for Wednesday’s special guest post from PR Secrets CEO and Founder Susan Harrow who has some value to add to the sound bite conversation.

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