You have a great book or product that can benefit a lot of people. Maybe it solves a problem for them, or helps them understand an important issue. Or perhaps, it will simply entertain them for hours – which is pretty important these days! You want to let people know about it, but you’re not sure how.
TV, radio and print (online and offline) are still great channels for getting your message out to large audiences. You may think the only way to do that is by buying advertising time, but that’s not only very expensive, it doesn’t give you the most bang for your buck. An even better and more effective means of getting exposure is by appearing as a guest on TV and radio talk shows, or becoming an expert source journalists turn to for their publications.
The mainstream media are always looking for quality experts who can help them inform and entertain their audiences. And these interviews are pure marketing gold!
Why? Because when you’re on the air, or quoted in a news article, the show hosts and journalists are giving you their implied endorsement. Merely by talking to you, they’re saying, in effect, “This is a person whose opinion I trust; a person whose message I believe has value for you.” That’s credibility no advertisement, no matter how pricey, can buy.
So, your next big question is, “How do I get those journalists and show hosts to interview me?”
The answer: “Celebritize” yourself.
No, I’m not suggesting you run out and buy a sequined jumpsuit, big sunglasses and a really fast car to run away from the paparazzi. That’s an altogether different type of celebrity.
I’m talking about becoming known as an expert in your field. You don’t have to be the top dog at an elite university, the Bill Gates of computing or the Federal Reserve chairman to be considered an expert in any of those areas. We all have knowledge – and educated opinions based on our experience – that’s valuable to others.
In my book, Celebritize Yourself: The Three-Step Method to Increase Your Visibility and Explode Your Business, I elaborate on three very basic steps.
- Write, write and write some more (or have someone write for you)!
- Speak – as often as possible and to as many audiences as possible, on stages, in the media and on the Internet.
- Sell your books, product or services.
Keep in mind, when you’re writing and speaking, you are not writing sales pitches or delivering commercials. Instead, you’re offering valuable information that people can actually put to use. And you’re providing it free of charge. That’s a big difference between buying an advertisement and becoming an expert: People get to know you. And if you’re consistently providing them with reliable information, they begin to trust you.
Let me give you a real-life example, a former client of EMSI, my PR agency.
This man was CEO of a life insurance agency and he wanted to gain visibility for himself and his company. Obviously, he had all kinds of expertise to share; we needed to develop an angle that would interest the media and demonstrate that he could solve problems or concerns of interest to their viewers, listeners and readers.
The headline for our pitch was, “Can You Afford to Survive without Your Spouse?” We suggested an interview focus about various ways – not just life insurance – to ensure spouses and children are protected in the event a family breadwinner dies.
The CEO appeared on radio shows, and local and national TV shows. He was able to provide helpful information about average expenses for families with minor children; scams to avoid; and tips for young families just getting started professionally. Show hosts and their audiences loved him. And, because he wasn’t trying to sell them life insurance, they trusted him.
He felt good about the people who emailed him with questions after his interviews – obviously, he was answering a real need. And he was glad to provide reliable information. Finally, he was thrilled with the new leads that came pouring in to his company, more than any other had produced by a single marketing initiative.
And he never had to wear a sequined jumpsuit or beat back the paparazzi.
It’s a snap!