Most people who attend the National Publicity Summit come because they want to personally meet journalists and TV producers who can feature their work.
But attendees also make lots of other valuable connections.
For instance, would you like to do a TEDx talk?
If not, you should consider it. The National Publicity Summit organizers have helped 19 clients land TEDx talks, and these days delivering a good one is arguably as valuable as having a New York Times Best Seller.
Why? Because when you give a great TEDx talk, it’s not uncommon for the video of your talk to go viral on YouTube and by seen by hundreds of thousands of people around the world.
Imagine someone Googling your name and the first thing they see is a TEDx talk with more than 300,000 views.
But there are several challenges you’ll need to overcome to make this happen.
First, most TEDx organizers are flooded with applications from far more would-be speakers than they can accept. Plus, many only accept those based on very narrow criteria, such as being associated with a given university.
Second, the quality of the video you’ll get from your TEDx talk varies dramatically depending on the organizer – which is a huge problem, since coming away with a really compelling, well-edited video on YouTube is the biggest payoff of your talk. A not-so great video might be worse than none at all.
Here’s the good news: The National Publicity Summit organizers can introduce you to one of the top TEDx organizers in the country!
He’s booked many of the 19 clients who have landed TEDx talks in the last couple years.
Would you like to meet him and talk with him about speaking on his stage?
Like other top TEDx organizers, he’s deluged with speaker applications.
However, he’s agreed to come to the National Publicity Summit because he knows it attracts high-quality attendees.
Time is running out to apply for a spot at the National Publicity Summit, coming up April 26 – 29th in New York City.
All remaining discounts vanish after this 6 pm Eastern (3 pm Pacific) this Friday, April 7th, so apply now if you’d like to attend to meet the TEDx organizer plus over 100 top journalists and TV producers who do shows and feature stories for major media.
To make it easier to fit the Summit into your budget, there’s now an extended payment plan that lets you take care of your tuition over eight months.
Apply now and start making the contacts you need to get your work out into the world in a bigger way!
In the interest of full disclosure, I’m an affiliate for this program.
Reach for the stars,
P.S. Hurry, all remaining discounts vanish after 6 pm EST (3 pm PST) this Friday, April 7th. Apply to attend the National Publicity Summit and meet the TEDx organizer who has booked 19 TEDx speakers in recent months!
“We often are so consumed with thinking, “If I only had access to that big-name influencer.” In my case it was people in the music industry when I was coming up. How do I get access to them? You have to ask yourself, ‘How do I create an emotional transaction with them?”
In my case, I’ve done things like sending handwritten notes and bespoke custom packages to influences with zero expectations of hearing back from them. I call it “swag bombs” in my book (see ’10 Rules for Building a Swag Bomb’ below).
For someone in a B2B or SaaS business, as the end of the day, every single product as an analog human need. There’s a modality there that’s human. It’s bullshit to think, “Yeah, I see that works for fashion, but I’m in the financial services business, or I have some processing thing that makes my pipes faster than your pipes.”
Every product has the ability to express why it adds value from a human to human connection. You need to think about that and think, “Well, how do I swag bomb influencers in the market?” Those influencers need not be big names. They’re just people that within the trade, are maybe on the supplier side of the ecosystem. I didn’t have money for big splashy ads. I won over people on the supplier side. I did it within means that I could afford.
People are like, “Oh, swag bomb, that’s expensive!” It needn’t be expensive. It just needs to be well-thought out. It needs to show that you gave a fuck. That you were deliberate in thinking about how to do I make this bespoke? How do I make this custom? Show that I’m aware of the things that matter to this person, because I did enough to look them up. Not just LinkedIn stalk them, but care to figure things out. There’s a power there.”
“I seeded my brand with the bona fide artists and instigators of pop culture. The motivation wasn’t as simple as “I hope they wear this”; it came from a desire to educate them, to land on their aesthetic radar, and to build a literacy of who I was and what I was trying to accomplish.
Don’t think of this as sending “fan mail.” This is a professionally produced, hypercustomized presentation. When you send me (or anyone) a solicitation of your idea, or your product, or the marketing materials of who you are and what you’re trying to sell, work backward from the experience of cracking open the box from its taped seal.”
Ten things to never do when building your swag bomb:
Never Send Directly to Someone’s Home. I’ve had that happen. It’s fucking creepy. Everyone has a business address, and in this day and age, they’re sufficiently accessible.
Never Expect Your Intended Audience to Even See It. Make it good enough that even if it gets to only his or her lieutenant (AKA assistant) – which will often be the case – you still make a material impact.
Never Send Just the Stock Shit. Think deeply about what you will send them, and work hard at customizing the content so that the end user will recognize this as an amazing, highly personalized gift. And it’s just that – a gift – so…
Never Have Expectations, as It’s Just a Gift. The joy and purpose has to come from the confidence that you did it, you took ACTION. Not everyone will acknowledge your receipt. That’s okay.
Never Handwrite Your Marketing Materials. It’s one thing to send a handwritten cover note (preferably a 6″ x 4.5″ stock postcard) that’s less than twenty words. Fine. But it’s something else to send an all-handwritten business proposal that looks like it came from Son of Sam. I don’t care how legible your writing is. Type.
Never Use Secondhand Packaging Materials. A used Trapper Keeper folder – with maybe a sticker over the dents so that you pass it off as new – ain’t cutting it. Why should I take your idea seriously if you’re not even willing to make a quick trip to Staples?
Never Stalk. If you have a phone number or email of an executive assistant, fine. It’s okay to call once in advance and then again once in confirmation of receipt. (You can also send it with a certified receipt, so you know who signed for it, and when). But don’t call repeatedly like some psycho. Not cool.
Never Forget To Include Your Name, Email, and Phone Number. Don’t presume that anyone is going to read a long letter. If the visual impact and the overall wraparound isn’t there, you’re dead. So make sure it looks good, feels good, and that it emotes your goals. And make it as clear as the sun who sent it.
Never Send a Picture of Yourself Fan-Boying Out. Again, creepy. Let the content and the high concept speak for you. Don’t send some weird head shot.
Never Gush. Notable figures don’t like being fawned over. Be careful to whom you say – and how often you say – “I love you.” (Good rule for life in general). Don’t tell them, “You are my idol.” Speak matter-of-factly, and acknowledge the traits or practices that you respect and admire.
Be open-minded. ‘It’s easy to be set on using your favorite celebrity, but that person may not resonate with your consumers,’ she says.
Find someone with an authentic voice. ‘Seek an existing evangelist, someone who already has an affinity to the brand.’
Look beyond a pretty face. ‘Hire an artist to be a creative partner, not a shill.’
Empower your spokesperson by having them participate in the creative process. ‘It will provide talent with a sense of ownership in the campaign’s success, drive home the authenticity of the association to your audience and it will give your brand a unique opportunity to leverage the voice and perspective of a talented celebrity.’
Ask the right questions. Do you want to emphasize digital? Do you want household name recognition? Do you want someone who can create recipes or beauty tips and tricks?
Read more of Jessica’s tips in the original AdWeek column here.
How do journalists and TV producers decide whether to interview you?
It often depends on who provides the best sound bite.
Have you ever watched a talk show when the guest (sometimes a celebrity) seems oblivious to the fact they’re on live TV and only have a short amount of time?
Their message often gets cut short by a commercial break, often awkwardly.
Many people take ten sentences (or more) to say what they could in one.
Developing the ability to speak in sound bites is easy if you know a few key techniques and tips.
Here are 6 tips for creating memorable sound bites when pitching the media:
1) Keep it short. Say what you have to say in one or two sentences, no more.
2) Be specific and vivid. In an interview with BusinessWeek, Donald Broughton, an analyst for Avondale Partners, was talking about the stocks of two railroad companies: Union Pacific and Burlington Northern.
Notice the language he used to make what would otherwise be boring memorable for the journalist interviewing him:
“It’s one thing if you steal dirt from my front yard, and it’s another if you break into my house and take my sterling
silver,” Broughton said. “For six quarters, Union Pacific’s been walking around Burlington Northern’s house and taking as much silver, jewels and flat- screen TVs they can get their hands on.”
That’s speaking very specifically and vividly. It’s no surprise that all of the different analysts that journalists could quote, they quoted Broughton. He knew how to speak in sound bites.
3) Express a solid opinion. Many people are afraid to voice their opinions because they fear that others will disagree. But people who are good at giving sound bites know that the media are looking for strong opinions. If some people don’t disagree with what you’re saying, you’re probably not saying much.
When Warren Buffett was interviewed about the tax President Obama wanted to levy on financial corporations, he said, “Look at the damage Fannie (Mae) and Freddie (Mac) caused, and they were run by Congress. Should they have a special tax on Congressmen because they let this thing happen to Freddie and Fannie? I don’t think so.”
His willingness to express a solid opinion got him quoted. But did you also notice how he made a comparison?
We’ll talk about that more in a minute.
Robert Thompson is a professor of TV and pop culture at the S.I. Newhouse School of Public Communications at Syracuse University, and one of the most quoted professors in the world.
In fact, in 2007 the Associated Press referred to him as ‘the most quoted man in America’ next to the President.
He is so good at giving sound bites that he’ll sometimes get 60, 70 or even 80 media calls in one day. If you Google his name, you’ll see he has been quoted virtually everywhere, including more than 40 times in the New York Times in just four years. How does he do this?
“Unlike many people in his position, Robert almost always finds an angle or perspective I haven’t thought about,” says AP television writer David Bauder.
4) Repeat the same word. In describing Paris Hilton, Thompson said, “She’s the non-story that keeps on being a story.”
When giving advice about investing, Warren Buffett said, “Be fearful when others are greedy and greedy when others are fearful.”
5) Compare something to something else that everyone already knows about.
In describing Katie Couric’s debut on CBS Evening News, Robert Thompson said that her first broadcast would be “some of the most scrutinized frame-by-frame video images since the Zapruder film (of the JFK assassination.)”
By using a comparison to an example everyone is familiar with, he was able to make his point in a memorable way.
6) Speak in metaphors. When talking about Fox News, Thompson says, “they want to be the David of David and Goliath, but they are the Goliath.”
When speaking in this type of short metaphor, Thompson makes his point in a way that gets the media to pay attention and quote him, rather that someone else.
It’s critically important to use sound bites when pitching the media, in press releases and being interviewed by them.
They’ll be grateful, and you’ll be thrilled with all the media coverage you receive!
As a gift for being here, I’d like to offer you a free 28-page PDF report that reveals 10 proven strategies for getting the media attention you deserve.
Most people make a big mistake when approaching the media.
They lead with what they are promoting rather than an IDEA for a show or story.
They essentially say to the decision maker, “I have a new book and you should interview me.”
Or, “My product is amazing, you should
write about it!”
This approach usually scares the media away because it sounds more like a sales pitch than a topic or story that will interest their audience.
Here’s the good news…
If you approach the media the right way, they’ll often gladly interview you and allow you to let people know where to get more information about what you’re promoting. More on that later.
But how do you approach the media in a way that makes you irresistible?
You give them a HOOK.
What’s a “hook” you ask?
Have you ever watched TV and suddenly a host comes on and says something like, “Don’t go away, because coming up next we’ll show you how to cut your grocery bill in half and save at the store!”
That’s an example of a hook.
The host just teased you into watching a whole bunch of commercials (or at least not change the channel) so you can find out how to cut your grocery bill.
So let’s talk about how to create a hook for YOU…
Think about it this way:
“Coming up ________________”
What is something a TV host could say that would tease people into waiting through commercials (or not change the channel) to hear what you have to say?
Or imagine people were looking at the cover of a magazine where it teases the stories inside. What phrase might they put on the cover about you to get people to buy the magazine and turn right to that page when they get home?
The answer to that question is your hook.
The truth is you can, and should, have several different hooks.
But sometimes it’s hard to create them all by yourself.
On a recent ‘Real Housewives of Beverly Hills,’ soap opera and reality star Lisa Rinna revealed she will do ANYTHING for money, and her agent encouraged her to start doing more endorsements.
Do you have a product or cause you’d like to joint venture with a celebrity, soap opera or reality star on? Try pitching it to their marketing agent or publicist for a joint venture. This works great for beauty, fashion, and food/beverage items.
Who wouldn’t want their beauty product pitched by a soap opera star and Real Housewife of Beverly Hills?
You can get the agent, publicist and marketing representatives for Lisa Rinna (including her agent shown in the clip below) plus over 60,000+ celebrities when you join Contact Any Celebrity now – (FREE 7-Day Trial!)
Who knows, maybe Lisa Rinna will be pitching your product soon?
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