He’s written three New York Times bestsellers and now, thanks to Oprah, has his own nationally syndicated TV show.
(I got to attend the very first Dr. Phil Show taping in 2002, thanks to a friend who was a producer there!)
So what was the secret to his success?
You might think it was meeting Oprah, and there’s no question Oprah’s show launched him to fame and fortune.
However, there’s another secret to his success most people don’t notice, but which is even more significant, and that’s this:
He didn’t wait till he was completely ready before he said “yes” to the opportunity.
When Oprah invited him to appear on her show, he didn’t say, “Let me first finish my book so I have something to offer to the millions of viewers who will see me.”
He didn’t say, “I haven’t done much TV before. Let me do some smaller shows first.”
He didn’t say, “Let me get some media coaching so I can make sure I’m ready to perform at my best.”
He did the interview — even though he wasn’t “ready.”
That’s one of the things I’ve noticed that separates successful authors and entrepreneurs from most everybody else.
While others procrastinate, constantly waiting for ideal circumstances, achievers take the plunge long before they feel fully prepared.
Jack Canfield, co-creator of the Chicken Soup for the Soul series, once commented that when he faces these kinds of great but somewhat scary opportunities, he’s trained himself to think, “Oh, what the heck, I’ll do it anyway!”
There’s no doubt one of the big secrets of why so many of my past attendees have landed appearances on top national TV shows is they get the unprecedented opportunity to have face-to-face, one-on-one appointments with producers and journalists — just like Dr. Phil had the advantage of meeting Oprah in person.
But the more subtle secret — which I’ve never revealed before — of why so many people get coverage on major TV shows and print publications is they often weren’t “ready” to attend when they did.
How Oprah ‘Created’ Dr. Phil
Little or no publicity experience? Book not out yet? Or no plans to write one?
Here’s why you should still consider attending the Summit:
* Lauri Loewenberg appeared on both The View and Good Morning America.
* Meredith Iler got her charity featured on the Today Show.
* Harrison Forbes got booked on national TV but also landed a major book deal.
* Mark Amtower and Rory Cohen each landed a full-page story in Entrepreneur Magazine (Rory also scored The View!).
* Linda Franklin and Dave Farrow appeared on The Today Show. So did Ron & Lisa Beres.
* Barry Spilchuk was interviewed on Fox News Channel within just five hours of meeting the producer at the Summit!
* Mary Reilly was quoted in the New York Times.
* Gaby Cora became a regular on Fox News Channel.
* Jim Vonmier got on ‘CBS Evening News’ and The Early Show.
* Connie Bennett got coverage in Time Magazine.
* Steve Shapiro didn’t have his book out when he attended the Summit.
But he came anyway and got a major feature in O: The Oprah Magazine as a result.
If you’re an author and your book isn’t out, you should attend the Summit because you’ll get invaluable feedback from the media about how to shape your book to maximize your chances of getting publicity when it is published.
In fact, attendees went home with a far better title based on the producers’ and journalists’ input!
Harrison Forbes didn’t have a book out either, but he got booked on Live with Regis and Kelly (now Live with Kelly & Ryan) and met an agent at the Summit. This agent later got him a six-figure advance from a major publisher for his first book — all because he showed up in New York without feeling “ready.”
Ron and Lisa Beres didn’t know anything about getting publicity, but they landed appearances on The Today Show and Fox & Friends, and those bookings wouldn’t have happened if they hadn’t overcome their fears and signed up.
I could give you many other examples, but the bottom line is success comes to those who operate on what Michael Masterson calls the “Ready, Fire, Aim” approach to life. It’s not taught in schools, but it IS one of the key secrets to success.
So what are YOU waiting for?
If you’re thinking you’re going to wait until your book is finished, or until the economy gets better, or until you can find the time to attend my National Publicity Summit, you may be letting “good reasons” keep you from doing what is best for your career and your legacy in the long run.
Whatever you may think of him, the fact is Dr. Phil wouldn’t be a household name today if he had waited till he was “ready.” He dove right in. And that’s a success secret you can start using today.
Dr. Kellyann Petrucci on the Dr. Oz Show: Feb 8, 2017
Her books weren’t selling like she thought they should.
She couldn’t figure out how she was going to stand out from the mass of all the other nutrition authors out there.
(There are 185,863 nutrition books on Amazon right now!)
Yet she held firm to her crystal-clear vision.
She saw herself appearing on TV not just once, but again and again.
But she had never appeared on national TV before.
Her friends thought she was crazy!
Kellyann was convinced she could make it happen but just didn’t know how.
Dr. Kellyann shares what she loves about BEET CHIPS on the Dr. Oz Show
So she hired a team to train her and prepare her to get national media for her books.
She did what most authors, speakers, and entrepreneurs fail to do.
She invested in herself to make her dreams come true.
Kellyann invested in several programs, including the National Publicity Summit, where she could get one-on-one meetings with over 100 national TV producers and print/online journalists.
The team worked with her — just like they do with all Summit attendees — to teach her exactly how to present her message to grab the attention of the TV producers, radio hosts, and journalists she was going to meet at the Summit.
Instead of just talking about how great her book was, one of the veteran publicity consultants role-played with her and showed her how to present her story to the media in a way that would serve their particular audiences.
Almost nobody knows how to do this… until one of the National Publicity Summit’s consultants teaches them.
Kellyann Petrucci Shares Bone Broth Recipes From Her New Cookbook
Kellyann was a good student.
As a result of meeting a TV producer at the event, she landed her very first national TV appearance.
By building a relationship with that producer, she got booked on Dr. Oz!
She has since become a regular contributor and appears on his show every week.
I can't begin to describe how screwed up Alan Dershowitz is. The actions of the POTUS do not have to meet a criminal statute to be a high crime and misdemeanor, that's the point. It is solely for congress to determine abuse of power and standard for impeachment. #ThisWeek
NEWS FLASH - Meet Alan Dershowitz Sunday, April 28th at 1:00pm @bookendsnj Constitutional scholar, eminent civil libertarian, and New York Times bestselling author, Alan Dershowitz,… https://t.co/GQqMboyUrZ
Come Meet Alan Dershowitz on Sunday, April 28th at 1:00pm! Constitutional scholar, eminent civil libertarian, and New York Times bestselling author, @AlanDersh , will be signing: The Mueller Report. The introduction is written is by Mr. Dershowitz.
When anyone on Fox News calls out #Nunes for lying you know the @GOP is in BIG trouble! A lot of ppl are starting to jump the Trump train! Alan Dershowitz: 'Perfectly Lawful' Adam Schiff Staffers Would Meet Cohen | Crooks and Liars https://t.co/Ee8kzz1zcX
Alan Dershowitz was rumored for years on two continents of being a participant in sex parties with underage teenage girls. His denials were met with "oh yes you did" from two women who were there. He is to the law what Sarah Sanders is to canine rescue. @realDonaldTrump
Thread by @MiamiHerald: "Miami Herald reporter @jkbjournalist and her editor met with Alan Dershowitz Monday for a lengthy, off-the-record br her investigative series , which re-examines the case of serial sex abuser Jeffrey Epst […]" #PerversionofJustice https://t.co/71DMjUge16
my mom recently told me that my great aunt (who i’ve met three times) is apparently a close confidant of alan dershowitz. he also apparently goes to her and has been like more manic and breaking down which i think is pretty good and funny.
Thread by @MiamiHerald: "Miami Herald reporter @jkbjournalist and her editor met with Alan Dershowitz Monday for a lengthy, off-the-record br her investigative series , which re-examines the case of serial sex abuser Jeffrey Epst […]" #PerversionofJustice https://t.co/TwObFt0TN7
Thread by @MiamiHerald: "Miami Herald reporter @jkbjournalist and her editor met with Alan Dershowitz Monday for a lengthy, off-the-record br her investigative series , which re-examines the case of serial sex abuser Jeffrey Epst […]" #PerversionofJustice https://t.co/wLKMXEQTdK
Thread by @MiamiHerald: "Miami Herald reporter @jkbjournalist and her editor met with Alan Dershowitz Monday for a lengthy, off-the-record br her investigative series , which re-examines the case of serial sex abuser Jeffrey Epst […]" #PerversionofJustice https://t.co/CAvCAnAtFE
Thread by @MiamiHerald: "Miami Herald reporter @jkbjournalist and her editor met with Alan Dershowitz Monday for a lengthy, off-the-record briefing regarding her inv […]" #PerversionofJustice https://t.co/kKNiGSHEKB
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📘 Celebrity Leverage: How To Get Celebrity Endorsements E-Book
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You’ll learn how to get on TV, use media logos for your site, and more.
The truth is, business leaders have been using these tactics for decades.
Now you can, too when you read ‘Authority Marketing’!
Here’s an excerpt:
Expertise x Celebrity = Authority
‘For most experts, PR and media is the crown jewel of the ‘earned-media’ category, and for good reason: few things outside of publishing a book do more for your Authority than media coverage.
Almost irrationally, we assign buckets of Authority to someone who has been featured in Forbes or interviewed on FOX News, which is why PR and media is such an important part of your Authority blueprint.
The magic of such appearances isn’t the huge audience you reach — although that’s nice, assuming the interview goes well. Rather, it’s the ability to re-market that interview and the associated media logo from that point forward to build your Authority.
Being interviewed and featured in the new — radio, television, print, and online — is one of the fastest ways to build credibility and expertise.
Being interviewed regularly creates a sense of ‘omnipresence’ while positively building your brand.
Additionally, when consumers see ‘As Seen On/In’ with numerous logos from prestigious media outlets, it immediately builds confidence and trust in the mind of the prospect.
As mentioned in the branding section of this book, if you aren’t yet the authority, the quickest way to build Authority is by association — and few brands are more well-known to your audience than media brands.
In a similar way to what we explored with content marketing, the best approach to get PR today is to have a push/pull approach, where you pitch ideas directly to the media.
This approach still works, particularly if you’re working with a good publicist who has fostered good media relationships.
However, the journalism industry is shifting, and that new landscape is affecting how publicists and marketers approach media.
In today’s media landscape there are fewer and fewer journalists at traditional media outlets, and those who remain are now tasked with more work than ever.
They must fill up the newspaper, the website, and social media channels with good content.
As such, you have more and more marketers pitching fewer and fewer journalists.
We talk with media members who get upwards of 1,000 pitches a day!
That means your pitch is a drop in the bucket.
To be frank, unless you have an established brand or existing relationship, it is going to be very hard for you to stand out.
This is another reason why news-driven content is such a vital tool.
It allows you to widen your net around certain topics, as statistics show that journalists are increasingly turning to Google, Twitter, Help-A-Reporter, News & Experts, and other online resources when they need an expert to speak on a breaking news topic.
When you have created a ‘newsjacking’ post, you widen your net to attract media to you rather than trying to stand out among a thousand daily pitches.
This also facilitates relationship-building with media personalities.
Media members are more frequently looking to build these kinds of relationships with authorities, and if you are doing the same– a la Carol Sanford and her Twitter connection with influencer Sam Ford, you give yourself a much better chance to build these kinds of connections.
Another thing we want to consider when it comes to PR and media is the value of publicity.
There are essentially three different levels of value on the publicity front:
1. The first level is the audience you reach.
If you’re doing a live TV or radio interview, or you’ve got an article published, the most obvious and direct piece of value is the audience that will see, listen to, or read the piece of publicity.
They hear you speak or read your article and decide to hire you for a speech or buy a book from you.
That’s what most people are concerned with when it comes to PR and media; they want to sell something or promote their services or products to that audience.
2. The second level of value, which is actually much more important in terms of building lasting Authority, is the ability to remarket that media coverage.
When you have an article in Forbes, for example, that Forbes logo can go on your website and in your marketing materials for the rest of your career.
That mention of Forbes becomes part of the way you’re introduced on TV or at speaking engagements.
The remarketing of media coverage and the Authority by association that comes with being featured on major media outlets is one of the most important pieces of value that comes from publicity.
If you’re reading this and you have not done media, then you don’t have media brand logos to showcase, and you should know that is one of the most important levers you can pull to quickly ramp up your Authority.
The third level of value in publicity is also very important.
It goes back to an idea we have talked about a few times in this book: the idea of not just entertaining and engaging audiences, but actually siphoning off that audience by giving people a reason to head to your stadium via the lead magnet you offer.
In other words, you’re using that interview or article to drive people back to your owned media and grow your email list.
T hat’s why it is so important to have the right lead magnet in place, so you really maximize your value from any publicity.
Without that, you will only be benefitting from a fraction of the value you could be getting from publicity opportunities.
A final point on PR and media is that in today’s world it has become easy to track your audience.
In the past, people who have to ask, ‘What’s the ROI? How do I know for sure that your interview led me to get clients?’
That’s always been a tough question for PR firms to handle.
But now, thanks to data-mining and analytics, we have the ability to track which people are interacting with which content online.
Who actually likes your article? Who shared it? Who’s tweeting about it?
How many people came to your website from the article?
When it comes to PR and media, it’s important to have a strategy in place to maximize the value that any publicity may bring.
It’s also imperative to track that internet activity to understand where that value is coming from.
This is yet another way in which the new media landscape is creating opportunities for anyone interested in marketing his or her Authority.
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American Writers & Artists Inc. (AWAI)
AMEX Open Forum
Atlanta Journal Constitution
Author Advantage Magazine
1001 Ways to Market Your Books
Bill Glazer's Celebrity Swipe File
Bill Stoller's Publicity Insider
Build Book Buzz
Daily Record UK
Dan Schawbel's Personal Branding
Donna Cutting's Celebrity Experience
GKIC Small Business Hour
HARO (Help A Reporter Out)
Indie by Nature
Inside Direct Mail
Investor's Business Daily
Joan Stewart's Publicity Hound
John Kremer's Book Marketing
Launch Grow Joy
Look to the Stars
Marketing to the Affluent
New York Daily News
No B.S. Marketing Letter
Pam Perry's PR Coach
Post and Courier
Rich Mom Business
RTIR (Radio-TV Interview Report)
Scott Fox's Click Millionaires
Small Business Branding
Small Business Rainmaker
Step Into the Spotlight!
Steve Harrison's Book Marketing Update
Stu Heinecke's Contact Marketing
Susan Harrow's PR Secrets
Target Marketing Magazine
Tim Ferriss/The 4-Hour Workweek
Vanderbilt Journal of Entertainment & Technology Law