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Wealth + Wellness Academy

Copyright 2013 Defying Gravity, Inc. 1

💻 Publicity

Publicity has been so key in growing my businesses quickly and easily worldwide! I’ve discovered the insider secrets to how to get AND leverage publicity in the top publicaJons in the world! This module will reveal them to you and give you the tools you need for becoming a celebrity in your field!

Overview In this module, we’ll cover: •  How to become seen as an EXPERT in 30 days •  How to STOP feeling like a “fraud” and claim

your expertise with confidence

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Overview •  The one thing that will get you on the

“blacklist” of every editor in town – and MOST people think this is a GOOD thing to do (Yikes!)

•  Simple and easy ways to pitch editors that will make them want to publish ANYTHING you have to say!

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Overview •  What to do with publicity now that you’ve

got it! (If you don’t know this, there’s no point in getting publicity.)

•  So much more!

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“Without promotion a terrible thing happens… nothing!” - P.T. Barnum



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Publicity vs Advertising

•  Publicity is not advertising •  Publicity is much more valuable because it’s

credible •  Publicity comes from a third party

8 6-Step Signature Checklist To Get You Press And Make You Famous! 1.  Why do you want publicity? 2.  Become the expert 3.  Who to pitch 4.  When to pitch 5.  How to pitch 6.  Represent

1. Why Do You Want Publicity?



2. Become The Expert

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Become An “Expert” In 30 Days

•  Devote at least 30 minutes to it each day. •  Read a new book on your area of desired expertise

every week. •  Join 2-3 related trade associations •  Read the 3 top-selling books on your topic •  Give one free 1-3 hour seminar or workshop at your

nearest well-known university •  Do the same for two large companies in your area •  Write an article or two for trade magazines, as well as

your alumni paper

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Become An “Expert” In 30 Days

•  Read current issue of top magazines in field •  Read top 3 websites on your topic daily •  Attend seminars and events •  Network •  Interview experts •  Act the part •  Publish a newsletter •  Start a YouTube channel or podcast •  Coach clients •  Create a program



Be Prepared

14 Things To Include In Your Press Room: •  Your bio and/or company backgrounder •  List of topics you can discuss/story or segment ideas •  Press releases and press clippings and articles you've authored •  FAQs/Fact sheets •  Jpegs of you and your products •  Product/services list •  Book one-sheet •  Testimonials •  Video of demo reel or appearances •  Video segments/Audio reel •  Contact information

3. Who To Pitch



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My Favorite Outlets

•  The TODAY Show •  Good Morning America •  The Doctors TV Show •  Prevention •  Health •  Men’s Health •  Fitness •  Fitness RX •  Self

•  First for Women •  Shape •  Women’s Health •  Cooking Light •  Yoga Journal •  InStyle •  People •  Us Weekly •  Fitbie (MSN)

4. When To Pitch

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When To Pitch

Outlet Contact Time Topic Lead Time

Blogs Early aRernoon Timely, relevant stories

1 day – 3 months

Newspapers Morning Timely, relevant stories

1 week – 1 month

Television Early morning Timely 4 – 6 weeks

Magazines Morning Editorial calendars

4 – 6 months



5. How To Pitch?

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How To Pitch? •  Help media producers accomplish their goals. •  Give them a good story with a great hook. •  Make it current and make it relevant. •  Introduce new trends; present solutions to problems;

make it unique. •  Know your media outlet and know their audience! •  Tailor your title to the publication or media outlet. •  Use compelling headlines for press releases. •  Read their stories consistently and send them an email or

message on social networks to tell them your thoughts about it.



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What Exactly Do I Say?

•  Make sure that they have time to chat or arrange a better time to chat with them.

•  Be brief and to the point. •  Pitches are most often done by email or

phone. •  Give them quotes, stats, and more. •  If they reach out to you, respond ASAP!

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What About Using A Publicist?

•  You may or may not need one •  Cost varies •  Results vary

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How To Make Them Publish ANYTHING You Have To Say

•  Be helpful



What If They’re Not Interested?

6. You Got The Spot, Now Represent!

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How To Represent

•  Be prepared and speak to our audience. •  Be professional and polished. •  Speak slowly and clearly. •  Be ready for radio and TV to be last minute. •  Make sure that they get your website on the

screen or in the copy.



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Warning!

There is one thing that will get you on the “blacklist” of every editor in town – and MOST people think this is a GOOD thing to do. (Yikes!)

Being persistent to the point of being annoying!

Shhh! … Bonus Secrets



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Bonus Secrets

•  Create the “I’ve heard of you somewhere” syndrome. •  Use your blog and use video •  If you don’t like the news go out and make your own •  Set up Google alerts for competition •  Apply for industry awards •  Keep it simple •  Know the outlet •  Local vs National

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Bonus Secrets

•  Be controversial and compelling •  Be prepared for last minute changes •  Be prepared for last minute interviews •  It’s not over until the ink is dry •  The media wants to interview a person not a product •  Set up Google Alerts for you and your competition •  Use social networking •  Always ask for the next opportunity

Now That I’ve Got It, What Do I Do With It?



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Action Steps •  Expose Yourself Action Guide •  Yearly Media Opportunities •  Grab those Editorial Calendars

End of Module 6 🎓

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