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1 Copyright Ben Angel Pty Ltd and Dare 2 Be Central Pty Ltd 2013 INSTANT PUBLICITY MARKETING SYSTEM EXPOSE YOUR BRAND TO THE WORLD Written by Ben Angel Personal Branding & Marketing Authority

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Page 1: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

1" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

"""""""""""""""""""""""

INSTANT PUBLICITY MARKETING SYSTEM EXPOSE YOUR BRAND TO THE WORLD

Written by Ben Angel Personal Branding & Marketing Authority

Page 2: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

2" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!

!Join!the!conversation!at!www.benangel.com.au!&!

www.facebook.com/yourwaytothetop!

!!!!!!!!!

“When we incite conversation, we incite change. What change do you plan to incite today?”

Ben Angel

Page 3: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

3" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!INSTANT&PUBLICITY&MARKETING*SYSTEM:'!

Table!of!Contents!!1.!Introduction! ! ! ! ! ! ! ! ! !!!!6!

• Who"is"Ben"Angel……………………………………………………………………………………………………….………...6"• Introduction……………………………………………………………………………………………………………….………...8"• How"Being"an"Agent"of"Influence"Will"Shape"The"World"We"Live"In"&"Grow"Your"Business…..9"• How"to"Use"This"System"Quickly"&"Easily………………………………………………………………………….…10"

"2.!3!Step!Publicity!Model!!!!!!!!! ! ! ! ! ! ! !!11!

• Step"#1:"Research..………………………………………………………………………………………………….………….12"• Step"#2:"The"Approach.…………………………………………………………………………………………….…………12"• Step"#3:"Publicity.……………………………………………………………………………………………………….……...12"• Identifying"Your"Publicity"Goals…………………………………………………………………………………….......13"• 23"Ways"You"Can"Easily"Get"Free"Publicity…………………………………………………………………….…...14"• Identify"What"You"Will"Talk"About"In"The"Media…………………..………………………………………......15"• What’s"Newsworthy"About"Your"Idea?"……………………………………………………………………………...15"• 4"Key"Points"that"Must"Be"Included"in"Every"Media"Correspondence…......…..…………………….15"• Which"Topics"Can"You"Talk"About?"………………………………………………………………..…………….…...17"""• 28"Ways"to"Appeal"To"Mainstream"Media………………………………………………..…………………….….21"

"3.!7!Steps!to!The!Perfect!Pitch! ! ! ! ! ! !!!!! !23!

• Step"#1:"Target"Audience……………………………………………………………………………………………………24"• Step"#2:"Crafting"Your"Pitch"and"Finding"Your"Angle……………………………….………………………….26"• Step"#3:"Adapt"Your"Media"Kit"/"Update"Your"Press"Release…………………….………………………..30"• Step"#4:"Compelling"Case"Studies"–"Add"Color"to"Your"Story…………………….………………………..31"• Step"#5:"Preparing"For"Your"Interview…………………..……………………….………………………………....32"• Step"#6:"Be"Prepared"for"Criticism………………………..…………………………………….………………….….33"• Step"#7:"The"30"Second"Pitch…………………..…………...…………………………………….……………..….….34"• Sample"Telephone"Script"Pitch…………………………………………………………………….……………....…...36"• Telephone"Script"Worksheet………………….........…………….......……………………….……………….…….38"

"4.!The!Press!Release!–!What!You!Really!Need!to!Know! ! ! ! !40!

• Using"Press"Releases"to"Get"The"Attention"of"Producers,"Journalists"and"Editors"Press"Release"Template…………………………………………………………………………………………………………………….………41"

• Online"Press"Release"Distribution……………………………………………….………………………..……….……43"• 10"Sample"Press"Releases"to"Get"You"Started…………………………….………………………..………….….45"• Press"Release"checklist…………………………………..……………………….……………………………………….…55"• Common"Press"Release"Mistakes………………..…….……………………………………..........……………..…56"

"5.!The!Ultimate!33!Point!Publicity!Checklist!! ! ! ! ! !58!

• 1."Friendship"First,"Business"Second…………………………………………………………......…………………..58"• 2."Get"In"Front"of"The"Media"Whenever"Possible………………………….……………..…………………….58"• 3."Create"a"Compelling"Personal"Brand……………………………………….……………..………………………58"• 4."Target"Your"Media"Carefully……………….…..…………………………………………….....…………………..59"• 5."Have"Pictures"Ready"to"Go…………………………………………………………………….....…………………..59"• 6."See"it"As"an"Honour,"Not"a"Privilege…………………………………………………………..…………………..59"• 7."Subscribe"to"Media"Callcout"Channels…………………………………………………………………………….59"• 8."Create"a"List"of"Your"Target"Media…………………………………………………………....…………………..60"• 9."Approach"Them"With"a"Cleverly"Written"Press"Release…………………………….……………………60"

Ben Angel
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4" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

• 10."Follow"Up………………………………………………………….………………………………………………………….60"• 11."Brainstorming"Headlines…………………………………………………………….…………………………………61"• 12."Look"Like"You"Know"What"You"Are"Talking"About………………………………………………………….61"• 13."Make"Yourself"Available"for"Interview…………………………………………………………………………..61"• 14."Have"Stock"Articles"On"Your"Blog…………………………………………………………………………………..61"• 15."Be"a"Source"for"Journalists………………………………………………………….…………………………………61"• 16."Know"Your"Stuff………………………………………………………….…………………………………………………61"• 17."Have"a"Solid"Angle………………………………………………………….…………..…………………………………61"• 18."Record"Educational"Videos………………………………………………………….…………………………………61"• 19."Do"Your"Research………………………………………………………….…………….…………………………………62"• 20."Don’t"Shy"Away"From"The"Camera…………………………………………………………………………………62"• 21."Provide"a"Third"Party"for"Interview………………………………………………………………………………..62"• 22."Give"Journalists"Notice………………………………………………………….…….…………………………………62"• 23."Keep"It"Short"And"Simple………………………………………………………….……………………………………62"• 24."Work"On"Your"Presence………………………………………………………….…….……………………………….62"• 25."Jump"On"Breaking"News………………………………………………………….…………………………………….62"• 26."Tie"In"Pop"Culture"And"SetcUp"Google"Alerts………………………………………………………….………63"• 27."Share"Your"Enthusiasm………………………………………………………….……….………………………………63"• 28."Never"Give"Up………………………………………………………….…………………………………………………….63"• 29."Never"Attach"Your"Press"Release……………………………………………………..…….………………………63"• 30."Mention"Previous"Media………………………………………………………….……….……………………………63"• 31."Jump"a"Shark………………………………………………………….………………………………………………………63"• 32."Conduct"a"Survey………………………………………………………….…………………….…………………………63"• 33."Reinvent"Yourself"/"Business………………………………………………………….………………………………63"

"6.!Tools!That!Will!Get!You!Publicity!Quickly!! ! ! ! ! !!64!

• What"Is"a"One"Page"Media"Sampler?"………………………………………………………………………………….64""• One"Page"Media"Sample"Design"Layout………………………………………………………………………………66"• The"Ultimate"Media"Kit"Template……………….………………………………………………………………………67"

"7.!Tips!for!Writing!Powerful!Articles!&!Securing!Your!Own!Feature!Column! !!71!

• How"to"Write"Articles"That"Sell"Your"Services"&"Capture"The"Media’s"Attention…………………72"• Why"Articles"Are"a"Great"Way"To"Get"Media"Attention"Quickly…………………………………………..73"• Step"#1:"Identify"Challenge"Faced"By"Media’s"Audience………………………………………………………73"• Step"#2:"Outline"Key"Tips"To"Help"Them"Solve"It………………………………………………………………….74"• Step"#3:"Build"The"Need"For"Your"Product"/"Service…………………………………………………………….74"• Sample"Article………………………………………………………….………………………………………………………….76"• Finectuning"Your"Article………………………………………………………….……………………………………………80"• Promote"Your"Articles"To"the"Media"&"Blogs"With"Key"Influencers………………………………………81"• How"To"Get"Your"Own"Regular"Feature"Column"In"a"Major"Publication……………………………….82"

"8.!The!4!Step!Perfect!Pitch!Process!–!From!First!Contact!To!First!Feature! ! !!84!

• The"4"Step"Pitch"Process……………………………………………………………………….…………….………………84"• Step"#1:"Introduce"Yourself……………………..…………………………………….……………………………………85"• Step"#2:"Email………………………………………………………….………………………………………………………….86"• Step"#3:"FollowcUp……………………………………..…………………….…………………………………………………86"• Step"#4:"Decision…………………………………………..……………….……………………………………………………86"• 5"Pieces"of"Sample"Email"Correspondence"to"Get"You"Connected"Quickly…………….…………….87"

"9.!Deliver!Groundbreaking!Interviews! ! ! ! ! ! !!91!

• Preparing"For"Your"Interview………………………………………………………….……………………………………91"• The"Questions"You"Are"Likely"To"Be"Asked………………………………………………………….…….…………91"• Stories"Or"Examples"You"Can"Provide…………………………………………………………..………………..……92"• Sample"Media"Correspondence"To"Interview"/"Sound"Byte"Examples…………..…………………....93"

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5" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

• Top"7"Presentation"Tips"from"The"Late"Steve"Jobs……….…………………………..…………………………95"• Overcome"Your"Fear"of"Speaking……………………………….……………………………………………….………99"

"10.!Your!Instant!Action!Publicity!Plan! ! ! ! ! !!!!!!!!!!!!!101!

• Never"Give"Up………………………………………………………….……………………………………………………….101"• Overcoming"Rejection………………………………………………………….……………………………………………101"• Your"Instant"Publicity"Action"Plan……………………………………………………………………………………..101"• Final"Note"From"Ben………………………………………………………….…………………………………………..…103"

!!!Copyright!©!Ben!Angel!Pty!Ltd!and!Dare!2!Be!Central!Pty!Ltd!2013!"All" rights" reserved."No" part" of" this" book"may" be" reproduced" or" transmitted" in" any" form"or" by" any"means," electronic" or"mechanical," including" photocopying," recording" or" by" any" information" storage"retrieval"system,"without"prior"permission"in"writing"from"the"author."The"moral"rights"of"the"author"have"been"asserted."The"suggestions,"stories"and"opinions"of"the"author"are"his"personal"views"only."The"steps"and"strategies"outlined"in"the"book"may"not"work"for"everyone."Due"diligence"and"thorough"research"is"recommended."!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Page 6: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

6" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Chapter!1!"

Introduction!What"you"can"expect"from"the"Instant"Publicity"

Marketing"System.""!!!!Getting" featured" on" TV" or" radio" or" in" newspapers" and" magazines" can" take" an"unknown"struggling"brand"and"suddenly"make"it"profitable"within"a"matter"of"days,"not"weeks,"months"or"even"years."""The"trick" is" to"know"the"precise"and"formulaic"techniques"that"will"get"you"or"your"product"or"service"consistently"featured"in"the"limelight"ahead"of"your"competition."""Being"lucky"enough"to"have"worked"oneconcone"with"a"former"Oprah"producer"and"having"had"the"experience"of"being"featured"in"countless"media"consistently"over"my"10" year" plus" career." Not" to" mention," having" personally" pitched" facectocface" with"producers"from"some"of"the"world's"biggest"TV"shows,"including"The"View"and"Good"Morning"America,"you"could"say" I've" learnt"a" thing"or" two"hundred"about"publicity"and"what"it"'really'"takes"to"get"featured.""!For"10"years"I"have"been"a"mainstay"in"Australian"media."""My"very"first"media"feature"was"as"a"young"16"year"old"boy"that"had"created"a"metal"sculpture"business"using"old"scrap"wire"and"metal"from"around"the"farm"that"I"grew"up"on."""I"was"featured"in"the"local"Producer"and"The"Adelaide"Advertiser."10"years"later,"I"still"get"featured"year"in,"year"out."""Why?"""You"see,"I"grew"up"intensely"observing"musicians"hit"the"big"time"due"to"well\developed!brands!that!were!strategically!taken!to!market"(in"the"midst"of"judgment),"whilst"others"fell"into"financial"and"celebrity"oblivion.""""After"years"of"study,"not"only"did"I"manage"to"piece"together"what"they"were"doing"that"worked"so"well,"I"was"able"to"apply"it"to"my"businesses"and"personal"brand"and"that"of"others."

Page 7: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

7" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

""The$result$*$I$was$featured$on$television,$radio$and$in$print$media$on$a$consistent$basis,$scored$my$own$business$and$lifestyle$columns,$attracted$a$regular$stream$of$customers$and$got$paid$to$speak$at$over$60$business$events$in$one$year$alone!"""My"name"is"Ben"Angel"and"I"am"an"author,"business"and"lifestyle"columnist,"personal"stylist,"and"marketing"specialist"on"personal"branding.""As"a"professional"speaker"I’ve"delivered"training"for"Toyota,"Australia"Post,"Australian"Institute"of"Company"Directors,"Action"International,"Franchise"Council"of"Australia,"Safety"Institute"of"Victoria,"Real"Estate"Institute"of"Victoria"and"Energise"Enterprise"Business"Festival"to"name"but"a"few."""I"groom"entrepreneurs,"companies,"speakers"and"authors"in"how"to"become"more"seductive"to"their"target"market,"the"media"and"their"colleagues"via"networking"skills,"dressing"to"influence,"energetic"engagement"and"the"art"of"building"highly"influential"personal"brands.""""My!media!exposure!includes!but!is!not!limited!to:!The"Australian,"Herald"Sun,"Channel"9"ACA,"ABC"Radio,"Leader"Newspapers,"The"Sydney"Daily"Telegraph,"Q"Magazine,"Australian"Business"Solutions"Magazine"and"GQ"Men’s"Magazine."The"list"is"countless."""My"clients"consistently"get"featured"in"the"media"from"Vogue"to"CLEO,"Channels"7,"9"and" 10" and" regularly" in" print" for" their" expertise" in" Australian" and" internationally"because"of"my"branding"strategies."""And" the" great" news" is," it" doesn’t"matter"what" product" or" service" you" sell," field" of"expertise"you"have"or"business"you"are"in…"everyone"can"get"publicity"and"the"same"formula"applies"the"world"over."""I" am" selfctaught" and" all" of" my" strategies" are" tested" and" measured" by" myself"personally" to" create" truly" astounding" and" consistent" results" based" on" my" proven"model"of"ten"years."""And"what" I’ve" learnt" can" help" you" get" hundreds" of" thousands" of" dollars’"worth" of"coverage"quickly"and"easily"when"you"follow"my"steps.""!Shape"the"world"we"live"in."""

!Ben"Angel"The"Agent"of"Influence"www.benangel.com.au""

Page 8: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

8" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Introduction!!Whether! you! want! to! grow! your! business! fast! or! at! a! continual! pace,! smart!business!owners!regularly!seek!out!media!exposure!to!build!their!brand,!establish!credibility!and!generate!a!consistent!stream!of!new!clients!for!next!to!nothing.!"Unfortunately" for"most," they"get"media"horribly"wrong."They"solely"rely"on"a"press"release" to" spread" the" word" about" an" upcoming" product," service" or" event." While"press"releases"are"phenomenal"tools,"in"most"cases"they"fail"to"hit"the"mark"because"they" are" not" positioned" for" the" party" they" are" intended" for," are" typically" visually"unappealing"and"often"do"nothing"to"stand"out"amongst"the"hundreds"of"others"that"are"arriving"in"an"editor’s,"producer’s"or"journalist’s"inbox"on"the"same"day.""There!is!far!more!to!publicity!than!press!releases!""One"of" the"keys" to"getting"critical"media"coverage"that"can"help"boost"your"profile"and" profit" margins," is" in" knowing" the" fine" distinctions" that" make" the" difference"between" a" producer," journalist" or" editor" reading" or" deleting" your" emails," or"responding"favourably"to"your"media"pitch."""In" other" words," which" are" the" ‘key’" activities" must" you" consider" when" pitching" a"potential"news"story"that"could"put"your"brand"in"front"of"hundreds,"if"not"millions"of"prospective"clients"over"night"to"help"catapult"your"sales."""In" this" system" I" am"going" to" give" you" the" tools" and" information" you"need" to"blast"through"the"media"fog"and"seize"all"the"publicity"you"want.""I"will"reveal"to"you"the"process" that" I" use" and"which" I" share"with"my" clients" to" boost" their" businesses" by"thousands"of"dollars"every"month.""The"Instant"Publicity"Marketing"System"will"show"you"exactly"what"you"need"to"do"in"a"simple,"stepcbycstep"format.""But!don’t!be!fooled!!"The" simplicity" of" this" guide" is" where" the" secret" to" attracting" massive" publicity" is"uncovered."""I"have"condensed"10"years"worth"of"experience"down"into"a"few"easyctocfollow"and"execute"steps"that"are"incredibly"powerful."This"forms"the"‘essence’"of"what"getting"publicity" is" all" about" to" ensure" that" it" becomes" about" strategic" and"wellcexecuted"action" steps" that" are" easy" for" you" to" apply" –" thereby" increasing" your" chances" of"regular"coverage."""Obtaining"media"exposure"is"a"critical"factor"in"achieving"much"needed"credibility"for"your"business"to"hit"momentum"and"take"it"to"its"next"stage"in"growth…"and"quickly.""Now"you"will"know"exactly"how"to"achieve"more"publicity"than"you"ever"realised"was"possible.!!

Page 9: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

9" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!How!being!an!agent!of!influence!will!shape!the!world!!An!Agent!of!Influence!is!a!thought!leader!or!entrepreneur!unafraid!to!wage!war!on!mediocrity,! and! shape! the!world!we! live! in! by! inciting! conversation! that! incites!change."Their"products"and"services"have"the"capacity"to"change"lives"and"opinions."Becoming"an"Agent"of"Influence"and"getting"media"means;"""

• You"find"a"voice"that"can"help"influence"others"opinions"en"masse""

• People"purchase"your"products"and"services""

• People"buy"more"from"you,"more"often""

• You"create"a"high"perceived"value"which"means"you"can"charge"more""

• It’s" easier" to" sell" because" you" have" instant" credibility" and" influence"within"your"niche"

"• It’s"a"viral"affect,"one"interview"leads"to"another,"to"another"and"to"another"

"• You’re" invited" as" a" guest" speaker" to" major" conferences…" and" get" paid" to"

share"your"message"with"the"world""

• It’s"easier"to"attract"high"paying"consulting"clients""

• The" credibility" of"media" credits" helps" to" increase" your" conversion" rates" 10"fold"

"• You"get"interviewed"on"major"shows"that"can"put"you"in"front"of"hundreds"of"

thousands"if"not"millions"overnight"–"and"for"free""

• You"can"quote"what"the"media"says"about"you"in"your"marketing"material,"on"social"media"and"your"website"

"• Your" average" customer" purchase" increases" because" people" buy" from" you"

based"on"the"credibility"associated"with"being"in"the"media""

• It"gives"you"the"confidence"to"get"more"media"and"validates"that"you"are"on"the"right"path.""

""""""

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10" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!How!to!use!this!system!quickly!&!easily!

The"Instant"Publicity"System"will"give"you"a"structured"approach"to"building"publicity"around"your"brand.""It"leads"you"through"a"stepcbycstep"system,"which"will"show"you"how"to"define"your"unique"message"in"a"way"that"captures"media"attention."!This"guide"will:""

• Help" you" identify" the" news" stories" hidden" within" your" business" and" your"brand"

• Show"you"how"to"find"free"publicity"• Help"you"develop"a"pitch"to"the"media"• Teach"you"how"to"write"a"killer"press"release"• Show"you"how"to"get"the"best"mileage"from"your"press"release"• Teach"you"how"to"prepare"the"Ultimate"Media"Kit"and"attract"the"attention"of"

journalists"• Help" you" prepare" for" the" interviews" that" you"will" win" through" your" clever"

media"approaches."

In!short,!the!Instant!Publicity!System!is!your!roadmap!to!media!success.!!Now,"I"won’t"be"doing"the"work"for"you.""If"you"want"the"system"to"work,"you"have"to"follow"my"guidelines." "You"need"to"put" in" the"effort"and" follow"each"of" the"steps" I"reveal"to"you.""If"you"can"do"that,"success"is"there"for"the"taking.""So,"read"the"content,"complete"each"of"the"activities"and"create"your"content"using"my" templates." " Enjoy" yourself," too." " You"may" find" that" not" only" do" you" generate"instant"publicity,"you"rediscover"the"fun"in"your"own"business.!

So,"let’s"get"started.""Before"you"do"anything"else,"you"need"to"know"where"you"are"going."!Let"me"introduce"you"to"the"Publicity!Model.""This"model"is"simple"but"powerful"and"will" allow" you" to" create" and" take" advantage" of" publicity" opportunities" in" your"industry"and"understand"the"publicity"process"at"its"essence."!!!!!!!!!!!!!!

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11" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Chapter!2!"

The!3!Step!Publicity!Model!The"research"and"preparation"phase"that"sets""

you"up"for"success"in"the"media."" Getting!major!media!coverage!can!be!condensed!down!into!three!simple!steps;!!"Step!1:"Research"and"preparation,""Step!2:"The"approach,"and""Step!3:"Publicity."""DIAGRAM:!3"Step"Publicity"Model""

""Let’s"take"a"look"at"the"brief"snapshot"of"each"component"now"before"we"elaborate"further"as"we"journey"together"through"this"publicity"planning"guide.""!!

1."Research"&"Preparaoon"

2."The"Approach"/"Pitch"

3."Publicity"

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12" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

STEP!#1:!Research!and!Preparation!"Many"business"owners"make"the"illcbased"assumption"that"they"have"nothing"worthy"of" talking" about" in" the" media." This" is" where" the" critical" step" of" ‘Research" and"Preparation’"comes"into"play""c"and"in"the"following"pages"I"am"going"to"give"you"the"planning"tools"that"will"break"this"step"down"into"questions"you"can"answer"quickly"and" effortlessly" to" make" this" part" of" the" process" not" only" easy," but" fun" and"productive."This" component"of" the"media"process" includes" researching"your" target"market" and" media" and" clearly" outlining" what" your" objectives" are" for" getting"coverage,"i.e.!sales.!!The"next"part"includes"crafting"and"creating"your"30"second"pitch"that"you"can"email"to" the"media" to" first" capture" their" attention." Creating" a" compelling" and" seductive"pitch" is" at" the" essence" of" getting" featured" and" at" its" heart," getting" coverage" is" a"process"of"subtraction"by"way"of"consolidating"and"simplifying"your"messages"into"4c5"words"that"will"not"only"see"you"get"featured"but"see"the"media"outlet"build"their"audience"because"the"story"you"put"forth"was"newsworthy."!STEP!#2:!The!Approach!!"Next," we" must" outline" our" schedule" with" exact" steps" we" need" to" take" when"approaching"the"media"to"ensure"it"is"done"in"such"a"way"that"they"immediately"sit"up"and"pay"attention"to"what"we"have"to"say."This"also"includes"finding"the"details"of"key" contacts" you"will" approach"and" the" type"and" style"of" correspondence" you"will"have"with"them."!STEP!#3:!Publicity!!At"this"point" in"the"process"(if"you"have"taken"all"of"the"steps"outlined"below),"you"will"have"successfully"secured"some"media"coverage."It"is"at"this"stage"in"which"you"must" announce" this" media" coverage" through" all" of" your" business" and" personal"networks" on" and" offline" to" help" boost" your" credibility" and" assert" your" position" in"your" industry"as" the"key" influencer"within"your" field"–"now"becoming" the"agent"of"influence"within"your"own"industry.""And" to"begin" this"process"off" successfully," it" is"now" time" to"delve" into"each"of" the"working"components"below,"beginning"with…"!!!!!!!!!

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13" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Identifying!your!publicity!goals!"You"purchased"this"Instant"Publicity"System"because"you"want"media"coverage.""It’s""now"time"to"refine"your"goals"and"clearly"state"them."This"will"drive"your"results."""I"want"publicity"because"(please"tick)…""! I"want"to"sell"more"products"and"services"more"often"! I"want"to"drive"people"to"optcin"to"my"website"for"a"free"download"! I"want"to"drive"sales"of"my"entry"level"product"or"service"! I"want"to"increase"my"profile"to"help"secure"paid"speaking"engagements"! I"want"to"get"publicity"for"one"of"my"major"clients"! I"want"to"feel"like"I’m"shaping"the"world"we"live"in"! I"want"publicity"to"leverage"as"credibility"in"my"marketing"materials"! I"want"to"get"booked"for"radio"and"TV"! I"want"a"regular"feature"column"in"a"niche"publication"that"will"drive"customers"to"

buy"monthly"! I"want"to"increase"the"perceived"value"of"my"brand"so"I"can"charge"more"! I"want"to"influence"public"opinion"and"change"the"way"people"think"! List"your"other"goals"below."""___________________________________________________________________________

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14" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!23!ways!‘you’!can!easily!get!free!publicity!!Great!" " Now" you" have" identified" your" publicity" goals" you" can" start" making" them"happen."Did"you"realize"that"you"don’t"always"have"to"pay"for"your"publicity?""All"you"need"is"a"good"story…""Due"to"the"24/7"news"channel,"the"media"is"starved"of"content"that"will"boost"their"online"and"offline"ratings."They"are"on"the"search"for"news"stories"that"will"help"them"sell"advertising"space"–"which"is"ultimately"what"your"story"must"help"them"achieve."It"must"help"them"get"tens"of"thousands,"if"not"hundreds"of"thousands"or"millions"of"readers,"listeners"or"viewers"wanting"to"tune"into"their"feature."""I’ve"worked"with"brands"from"sports"drinks,"to"psychologists"working"with"men"that"have"been"physically"and"emotionally"abused"by"women,"to"a"practitioner"that"works"with"women"with"Polycystic"Ovary"Syndrome."They’ve"all"been"featured"on"major"TV"networks"to"major"publications"such"as"Vogue"and"CLEO."""Why?"""Because"they"know"what"it"takes"to"be"newsworthy."""To! help! you! develop! your! own! ideas! that! will! help! you! become! newsworthy,!consider!the!following!topics!you!could!potentially!talk!on.!!"

1. Commentary"on"breaking"political"or"celebrity"story"2. Solutions"to"a"negative"story"3. Launching"a"groundcbreaking"product"/"service"that"is"causing"controversy"4. Event"that"has"a"charity"involved"5. Introduction"to"an"unpopular"approach"to"an"old"problem"6. Announcement"of" survey" results"of" your" clients" (requires" surveying"at" least"

500"c"1000"people"for"the"media"to"feel"it"is"credible)""7. Awards"your"business"has"received"or"given"out"8. Public" statement" on" a" current" trend," i.e." social" media" addiction," sexting,"

plastic"surgery"etc.""9. Announcing"a"public"appearance"10. Contrarian"opinions"to"industry"experts"11. Launching"a"website"12. Announcing"the"release"of"free"information"becoming"available"13. Introduction"of"a"unique"strategy"or"approach"14. The"story"behind"the"brand,"how"it"came"to"be"15. How"you"are"a"local"hero"to"your"community"16. Sponsoring"a"special"event"17. Rising"above"adversity"18. Forming"a"new"business"partnership"or"alliance"19. Starting"a"new"business"in"a"local"area"20. Predicting"future"trends"in"your"niche"21. Responding"to"existing"news"stories"

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15" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

22. Announcement"of"a"major"contest"23. Receiving"an"appointment"

"There" is" enormous" benefit" in" providing" followcup" opinion" to" other" people’s" news"stories" as" they" break." Ensure" you" provide" your" opinion" on" the" same" day," as"tomorrow"it"will"be"yesterday’s"news"and"the"media"will"have"moved"on."""

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!What!will!you!talk!about!in!the!media?!"Now!that!you!know!what! journalist!will! look!for,! it’s!time!to!take!a! look!at!what!you!have!to!offer.!!To"help"you"easily"determine"what"you"can" talk"about" in" the"media," complete" the"questions"below."Spend"quality"time"on"this."This"will"help"you"later"define"the"media"that"you"will"target"and"how"your"business"is"newsworthy"to"them."""Ultimately," you’re" answering" the" question," ‘why" should" they" care," and" how"will" it"help"them"sell"advertising"space"by"featuring"you.’"""

1.!!What’s!Newsworthy!About!Your!Idea?!!"Before"contacting" the"media," it" is" critical" to" identify" the"newsworthy"angles"within"your"business."What’s"different"about"you?"What"can"you"do"better"than"any"of"your"competitors?"How"will"your"business"help"their"readers"overcome"a"major"challenge?"""

Four$Key$Points$That$Must$Be$Included$In$Every$Media$Correspondence$$!

1. What" is" your" superior" customer" benefit" (i.e." what" makes" you" so" unique"compared"to"your"competitors,"what"do"you"do"differently?)"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"2. What"are"the"solutions"you"provide"to"the"common"problems,"or"aspirations"

of"the"audience?"""

ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

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16" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"3. What" is" the" free"downloadable"giveaway" that"you"can"mention"during"your"

interview" to" ensure" you" generate" new" leads" and" convert" those" leads" to"paying" clients," i.e." sample," downloadable" audio," special" report," action"plan,"book"etc.)"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"4. What" are" the" credentials" that" you" bring" to" the" table," i.e." qualifications,"

degrees,"your"brand"‘title’"i.e."personal"stylist,"life"coach,"business"coach"etc,"who" are" the" notable" clients" that" you" have" worked" with," what" were" their"results"and"what"previous"media"exposure"have"you"had"if"any?""

"List"this"information"below,"these"key"credibility"factors"will"be"leveraged"at"a"later"stage"to"ensure"you"‘secure’"your"interviews"and"get"past"the"first"phone"call"or"email"contact."It’s"the"step"that"many"fail"to"act"upon"and"thereby"fail"to"secure"the"interview."""Take"the"time"now"to"answer"these"questions"in"detail."This"will"be"leveraged"in" your" emails," press" releases," media" kit" and" media" one" pager." Not" to"mention"in"interviews"and"articles"and"your"bio.""

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

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17" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

What!can!you!talk!about!under!each!of!the!following!media!topics!based!on!your!area!of!specialty?!""

1. Commentary"on"breaking"political"or"celebrity"story""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

2. Solutions"to"a"negative"story""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"""

3. Launching"a"groundcbreaking"product"/"service"that"is"causing"controversy""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

4. Event"that"has"a"charity"involved""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"""

5. Introduction"to"an"unpopular"approach"to"an"old"problem""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

6. Announcement"of"survey"results"of"your"clients"(requires"surveying"at"least"500"c"1000"people"for"the"media"to"feel"it"is"credible)""

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

7. Awards"your"business"has"received"or"given"out""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

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18" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

8. Public"statement"on"a"current"trend,"i.e."social"media"addiction,"sexting,"plastic"surgery"etc.""

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

9. Announcing"a"public"appearance""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

10. Contrarian"opinions"to"industry"experts""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

11. Launching"a"website"that"has"a"unique"‘twist’"or"angle"to"it""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

12. Announcing"the"release"of"free"information"becoming"available""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

13. Introduction"of"a"unique"strategy"or"approach""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

14. The"story"behind"the"brand,"how"it"came"to"be""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

15. How"you"are"a"local"hero"to"your"community""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"""""

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19" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

16. Sponsoring"a"special"event""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

17. Rising"above"adversity""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

18. Forming"a"new"business"partnership"or"alliance""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

19. Starting"a"new"business"in"a"local"area""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

20. Predicting"future"trends"in"your"niche""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

21. Responding"to"existing"news"stories""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

22. Announcement"of"a"major"contest""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

23. Receiving"an"appointment""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc"

"ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

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20" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

What$negative$news$exists$within$your$niche$that$you$can$solve$or$comment$on?$$i.e." celebrity" breakcup," business" going" into" receivership," an" athlete" suffering" with"depression"etc."" "ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""

What$controversy$can$you$create$that$you$can$comment$on?$$I.e."carbon"tax,"broke"pensioners,"business"closure"increases"etc."""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""ccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccccc""If"you"have"answered"the"questions"and"completed"all"the"sections"to"date,"you"will"be"beginning"to"build"a"great"body"of"information"which"will"help"you"put"your"media"pitch"together"as"you"work"through"the"Instant!Publicity!Marketing!System.""We"are"now"going"to"move"on"and"begin"to" identify"when"and"where"you"can"find"publicity"opportunities.""""""""""""""""""""

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21" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!28!Ways!To!Appeal!to!Mainstream!Media!!It!is!incredibly!easy!to!get!featured!in!niche!publications,!i.e.!magazines!that!focus!purely! on!women! of! a! certain! age! or! internet!marketing." To" get" featured" in" and"appeal" to"mainstream"media," we"must" look" at" the" categories" they" typically" cover"year"in"year"out."To"help,"here"is"my"top"list;"""

1. Health"2. Children"3. Beauty"4. Weight"loss"5. Wealth"6. Bargains"7. Marriage"8. Education"9. Stress"10. Mother’s"Day"11. Father’s"Day"12. Christmas"13. Queen’s"Birthday"14. Australia"Day"15. Labor"Day"16. New"Year"17. Olympics"18. Politics"19. Valentine’s"Day"20. Business," but" only" if" it" impacts" their" audience" directly" (i.e." a" particular" age"

group,"major"takeover"of"a"corporation"etc.)"21. Personal"Development"22. Fashion"/"Style"23. Body"Language"24. Old"Age"25. Career"26. Social"Media"27. Property"28. Economy"

!Circle! the! areas!of! interest! above! in!which! you! could!potentially! focus!on! to! get!mainstream!media!coverage.!!"How!could!you!focus!on!them?!!What"could"be"your"angle?""Now"make"a"few"notes"while"the"ideas"are"fresh"in"your"mind.!"___________________________________________________________________________

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_____________________________________________________________________________________________!_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________!_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________!_____________________________________________________________________________________________!_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________!_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________!_____________________________________________________________________________________________!_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________!_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________!_____________________________________________________________________________________________!_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________!!You’ve"done"all"the"groundwork.""Now"I"am"going"to"reveal"to"you"my"secrets"for"finding"amazing"publicity"for"your"business"by"revealing"to"you…"""""""""!

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23" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Chapter!3!"

7!Steps!to!The!Perfect!Pitch!How"to"create"a"pitch"journalists,"editors"&""

producers"will"fight"over."" !Finding!the!elusive!‘perfect!pitch’!is!the!key!to!securing!copious!amounts!of!media!coverage." A" pitch" is" a" condensed" idea" that" individuals" can" quickly" and" easily"understand"what"it"is"about"or"immediately"want"to"find"out"more"about"it"because"it"is"unbelievably"juicy"and"tantalizing,"i.e."How"To"Eat"Donuts"&"Lose"Weight."""The"secret"to"getting"instant"publicity"is"to"master"the"practice"of"the"pitch."The"pitch"can" be" delivered" over" the" phone"within" less" than" 30" seconds," turned" into" a" press"release,"emailed"directly"to"a"producer,"journalist"or"editor,"or"listed"on"your"website"or"within"your"media"kit."""Everything" about" getting" publicity" is" based" on" the" pitch," no"matter" which" form" it"appears"in."""When"planning"your"media"campaign"and"identifying"the"key"pitches"you"will"take"to"the"media,"we"must"first"start"with"the"end"in"mind."""Answer"the"following"questions"below"clearly"and"concisely"to"lay"a"solid"foundation"from"which"you"can"spring"board. Beginning"with…""""""""""""

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24" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

STEP!#1:!!TARGET!AUDIENCE!–!WHO!WILL!YOU!PITCH!TO?! Which$ media$ would$ you$ like$ to$ be$ featured$ in$ and$ what$ is$ their$ audience$demographic,$(does$it$match$your$target$market?):$$$ Media$Outlet$Name$1:$$___________________________________________________________________________ (i.e.&The&Today&Show) Demographic:$___________________________________________________________________________ (i.e.&70%&females,&30%&males&aged&30:45) Media$Outlet$Name$2:$___________________________________________________________________________ (i.e.&The&Today&Show) Demographic:$___________________________________________________________________________ (i.e.&70%&females,&30%&males&aged&30:45) Media$Outlet$Name$3:$___________________________________________________________________________ (i.e.&The&Today&Show) Demographic:$___________________________________________________________________________ (i.e.&70%&females,&30%&males&aged&30:45) Media$Outlet$Name$4:$___________________________________________________________________________ (i.e.&The&Today&Show) Demographic:$___________________________________________________________________________ (i.e.&70%&females,&30%&males&aged&30:45) Media$Outlet$Name$5:$___________________________________________________________________________ (i.e.&The&Today&Show) $Demographic:$___________________________________________________________________________ (i.e.&70%&females,&30%&males&aged&30:45) Media$Outlet$Name$6:$___________________________________________________________________________ (i.e.&The&Today&Show) Demographic:$___________________________________________________________________________ (i.e.&70%&females,&30%&males&aged&30:45)

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25" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

Media$Outlet$Name$7:$___________________________________________________________________________ (i.e.&The&Today&Show) Demographic:$___________________________________________________________________________ (i.e.&70%&females,&30%&males&aged&30:45) Media$Outlet$Name$8:$___________________________________________________________________________ (i.e.&The&Today&Show) Demographic:$___________________________________________________________________________ (i.e.&70%&females,&30%&males&aged&30:45) Media$Outlet$Name$9:$___________________________________________________________________________ (i.e.&The&Today&Show) Demographic:$___________________________________________________________________________ (i.e.&70%&females,&30%&males&aged&30:45) Media$Outlet$Name$10:$___________________________________________________________________________ (i.e.&The&Today&Show) Demographic:$___________________________________________________________________________ (i.e.&70%&females,&30%&males&aged&30:45) What$is$your$specific$objective$for$each$media$outlet?$i.e.$online$sales,$bestselling$book,$exposure,$credibility.$Be$very$concise,$as$this$will$impact$the$kind$of$pitches$that$you$make.$$_____________________________________________________________________

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STEP!#2:!CRAFTING!YOUR!PITCH!+!CREATING!COMPELLING!SEGMENT!IDEAS!AND!FINDING!YOUR!ANGLE!! 1. List!most! popular! segments! covered! in! past! 3!months:!The" fastest" and"most"effective"way"to!come"up"with"ideas"that"will"suit"the"media"outlet"you"are"targeting,"is"to"simply"visit"their"website"and"list"the"top"20"feature"stories"/"segments"that"they"have"covered"in"the"past"3"months."""This"only"takes"a"matter"of"minutes."""This" simple" step" will" teach" you" the" exact" ‘formula’" that" they" use" to" create" their"content"and"exactly"how"they"want"you"to"pitch"to"them."Once"you"have"listed"their"most"popular"content"it" is"now"time"to"come"up"with"your"own"ideas"based"on"the"style"of"writing"they"use,"for"example;"""Channel!7,!Today!Tonight:!!""• Fake"Tans"Put"To"The"Test" • Insurance"Blowout" • Online"Shopping"Dangers" • Diabetes"On"The"Rise" • Collecting"Your"Unclaimed"Cash" !As"we"can"see"from"this"example,"their"formula"for"writing"a"segment" is"to"use"2c6"words"only"to"present"their"story"ideas"to"their"audience."This"means"that"if"you"were"to" pitch" to" them," you" would" need" to" use" the" exact" same" formula" and" style" of"segment"that"they"use"on"a"consistent"basis."This"personalized"approach"significantly"increases"your"chances"at"getting"featured…"and"quickly."""Let’s"take"a"look"at"another"one; The!Today!Show!NBC! • Obama:"No"Climate"Action"That"Hurts"Jobs" • No"More"Twinkies?"Strike"May"Do"In"Hostess" • Brain"On"Fire:"Rare"Disease"Mistaken"For"Mental"Illness" • Who"is"People"Magazine’s"New"Sexiest"Man"Alive?" Taking"a" look"at"the"story" ideas"from"The"Today"Show"we"see"that"they"focus"on"

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27" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

news" of" the" day," including" politics" and" celebrity" and" recent" research" that" may"impact" their" audience." This" is" a" completely" different" style" to" the" Today" Tonight"segments"as"shown"above. Make" this" distinction" when" pitching" to" your" ideal" media…" and" you’ll" unlock" a"goldmine"of"publicity"for"free…"and"the"thing"I" love"most"about"this"–" it’s"so"quick"and"easy"to"do!"""Select!a!media!outlet!now!that!you!would!like!to!get!featured!in!relatively!quickly.!List" their" top" news" stories" or" article" headlines" below" so" you" can" identify" their"specific"formula"within"just"minutes.!!!Top!Story!/!Article!/!Segment!Title!#1:!!!____________________________________________________________________! Top!Story!/!Article!/!Segment!Title!#2:!! ____________________________________________________________________ Top!Story!/!Article!/!Segment!Title!#3:!!!____________________________________________________________________! Top!Story!/!Article!/!Segment!Title!#4:!! ____________________________________________________________________ Top!Story!/!Article!/!Segment!Title!#5:!! ____________________________________________________________________ What!have!you!discovered!in!completing!this!quick!activity?!! _____________________________________________________________________&

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2.!Let’s!Make!It!Newsworthy!–!Finding!Your!Angle To" help" you" create" ideas" of" your" own" that"will" help" you" get" talked" about" in" the"media,"earlier" I" revealed"to"you"23"Ways"You"Can"Easily"Get"Free"Publicity," i.e."by"crafting"pitches"around"any"of"the"following;""

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28" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

• Commentary"on"a"breaking"political"or"celebrity"story" • Solutions"to"a"negative"breaking"story" • Launching"a"groundcbreaking"product"/"service"that"is"causing"controversy" • Event"that"has"a"charity"involved" • Introduction"of"an"unpopular"approach"to"an"old"problem" • Announcement"of"survey"results" • Awards"your"business"has"received"or"given"out" • Public" statement" on" a" current" trend," i.e." social" media" addiction," sexting,"

plastic"surgery"etc." • Announcing"a"public"appearance"

Revisit" the" ideas" that" you" listed" and" pair" them" up" with" the" media" you" identified"above,"based"on"the"relevance"to"their"target"audience."""Once"you"have"completed"this"step,"we"need"to"finectune"the"‘pitch’"idea"to"appeal"directly"to"them.""" 3.!Sample!Pitch!Ideas Once"you"have"come"up"with"a"newsworthy"angle," it" is" time"to"write" the"pitch."To"help," here" are" some" creative" formulae" for" finding" the" essence" of" your" idea" and"narrowing"it"down"so"you"can"communicate"it"within"a"few"short"and"precise"words."""This"follows"on"from"the"research"you"will"have"completed"above"when"it"comes"to"finding"the"media"outlets"specific"‘formula.’

• You"VS"__________:"How"to"Win"_________________" i.e."You"VS"The"Competition:"How"to"Win"Market"Share"

• X"Expert"Says"Y’s"_________"Could"Hurt"____________"

i.e."Health"Expert"Says"Sugar"Could"Hurt"Your"Childs"Growth"

• Survey"Finds"x"Out"Of"Y"People"____________________" i.e."Survey"Finds"1c3"Business"Owners"Making"Less"Than"$2k"PM"

• Could"Your"________"Take"This"Knock?"

i.e."Could"Your"Confidence"Take"This"Knock?"

• Is"_______"Making"You_______"?" i.e."Is"Your"Home"Making"You"Fat?"

• How"to"___________"While"__________."

I.e."How"To"Make"More"Money"While"Pregnant"""

• Is"it"Possible"To"________"On"The"__________?"i.e."Is"It"Possible"To"Make"Money"On"The"Run?"

"

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• How"To""_____________""Your"__________."i.e.""How"To"Boost"Your"Sports"Performance."

"• Do"You"___________The"____________?"

i.e."Do"You"Pass"The"Leadership"Test?""

• What"Dirty"____________"Are"Lurking"In"_____________?"i.e."What"Dirty"Secrets"Are"Lurking"In"Your"Laundry?""

• Research"Shows"X"Out"Of"Y"__________"Are"_____________."i.e."Research"Shows"9"Out"Of"10"Children"Are"Skipping"Breakfast.""

• When"____________"Happens,"Could"You"___________?"i.e"When"Illness"Happens,"Could"You"Still"Pay"The"Rent?""

• Does"Your"_______________"Need_____________?"i.e."Does"Your"Image"Need"Help?""

• Could"You"___________"And"________________?"i.e."Could"You"Give"It"All"Away"And"Still"Survive?"""

• Surveys"Show"That"___________"Is"Worse"Than"____________."i.e."Surveys"Show"That"The"Fear"Of"Loss"Is"Worse"Than"The"Lure"Of"Profit.""

• Here’s"How"To"Get"_______________"And"______________."i.e."Here’s"How"To"Get"Out"Of"Your"Slump"And"Into"Your"Shine.""

• Have""____________"Become"___________?"i.e."Have"Pets"Become"Fashion"Accessories?""

• If"X"out"of"Y"Australian’s"_______________,"Would"You?"i.e.""If"7"Out"Of"10"Australian’s"Refused"To"Vote,"Would"You?""

• ___________"Are"X"Times"More"Likely"To"_____________"Than"__________"i.e.""Bullied"Kids"Are"6"Times"More"Likely"To"Be"Depressed"Than"Their"Friends.""

• If"____________"Does"It,"Why"______________________?"i.e."If"Steve"Jobs"Does"It,"Why"Won’t"You?"

Now!it’s!your!turn.!Write!down!10!possible!pitch!ideas!below.!Look!at!your!target!media’s!websites!for!inspiration!and!ideas!that!will!specifically!appeal!to!them.!"

1. ______________________________________________________________

2. ______________________________________________________________

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3. ______________________________________________________________

4. ______________________________________________________________

5. ______________________________________________________________

6. ______________________________________________________________!

7. ____________________________________________________________ !

8. ____________________________________________________________ !

9. ____________________________________________________________ !

10. ____________________________________________________________ !

STEP!#3:!ADAPT!YOUR!MEDIA!KIT!/!UPDATE!YOUR!PRESS!RELEASE The"next"step,"once"you"have"clarified"your"pitches"is"to"create"your"press"release"or"update" or" create" your" media" kit." Personalize" these" to" the" media" that" you" are"targeting."""It"is"not"necessary"to"send"out"copious"amounts"of"press"releases"or"media"kits."What"is" necessary" is" to" send" out" highly" targeted" pitch" ideas" and" materials" that" secure"coverage."""Many" individuals" seeking" publicity" have" to" significantly" shift" the" way" they" think"about"this."Blanket"sending"press"releases"only"works"when"you"have"a"major"news"story,"which"most"rarely"do"c"unless"they"get"the"scoop"on"some"hot"celebrity"gossip"before"anyone"else"does."""When"updating"a"press"release"or"media"kit,"take"a"look"at"these"three"key"areas.""

1. Reccreate"kit"with" top"3"segment" ideas"of" the" ‘moment,’" i.e."breaking"news"stories;"""

2. Recposition"bio"to"reflect"the"angle"of"the"story;"""3. Replace"or"add"any" images" that"better" tell" the"story"you"want" them"to"buy"

into."""If"you"don’t"have"a"media"kit"or"press"release"written"yet,"don’t"panic."""Later" in" the" Instant" Publicity"Marketing" System" I" will" share"with" you"my" Ultimate"Media" Kit" Template," press" release" samples" and" show" you" how" to" produce" a" One"Page"Media"Sampler,"too."""Remember" to" come" back" and" recread" this" step" as" you"move" on" in" your" publicity"efforts."

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31" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

STEP!#4:!COMPELLING!CASE!STUDIES:!Add!Color!to!Your!Story Once"you"have"found"your"angles"and"tailored"your"material"to"a"specific"outlet"it"is"time"to"find"potential"case"studies"/"testimonials"that"can"support"the"claims"you"will"make"either"verbally"or"via"your"press"release."Take"the"following"steps;""1. Find" 2" x" clients" that" can" represent" results" /" back" up" your" story" /" angle."Write"

down"their"names"here"if"relevant"and"how"they"could"potentially"contribute."""_____________________________________________________________________&

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""2. Brief"them"so"that"they"may"be"called"upon"for"interview"by"the"media"directly"""3. Let" them"know"what" ‘you’"would" like"them"to" focus"on" if" interviewed," i.e." the"

strategies"around"weight"loss,"their"before"and"after"story"of"working"with"you."You"may" also" need" to" let" them"know"about" any" appropriate" or" inappropriate"commentary"that"could"impact"you"if"you"are"covering"a"sensitive"topic"

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"4. Write" down" your" own" backstory" in" dot" points" as" to" how" you" got" into" the"

industry" you" are" working" in" now," i.e." what" was" the" significant" emotional"experience"that" led"you"to"your"specialty?"This" is"where"the"magic"occurs"and"we" find" quirky" little" interesting" stories" that" the"media" fight" over," i.e." like"my"client"Leon"Harvey"who"mortgaged"his"house"to"create"a"sugar"free"sports"drink"called" Sukkie," because" he" was" so" appalled" at" the" other" offerings" in" the"marketplace"(p.s."you"don’t"have"to"sell"your"home!!!).""

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32" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

STEP!#5:!PREPARING!FOR!YOUR!INTERVIEW!–!HOW!TO!WORK!OUT!WHAT!TO!SAY? "This" is" where" things" begin" to" get" incredibly" exciting." It" is" now" time" to" start"brainstorming" what" you" are" going" to" say" if" interviewed." You" can" never" be" too"prepared."Later" I"will" share"with"you"how"to"prepare"and"deliver"a"groundbreaking"interview"whilst" ridding" yourself" of" fear" and" anxiety," however" for" now" it" is" critical"that"you"begin"to"form"your"opinions"around"key"topics"so"you"can"formalize"them"at"a"later"stage."""""To!do!this,!ask!yourself!the!following!question!of!3!of!the!key!pitches!you!plan!to!make;!"“If& I&was&to&deliver&the&best& interview&possible,&what&is&the&information&that&I&would&need&to&know&that&would&add&color,&contrast&and&intrigue&to&what&I&would&have&to&say&that&would&keep&their&audience&captivated?”""PITCH!IDEA!#1:!_____________________________________________________________________"_____________________________________________________________________"_____________________________________________________________________"_____________________________________________________________________""PITCH!IDEA!#2:!_____________________________________________________________________"_____________________________________________________________________"_____________________________________________________________________"_____________________________________________________________________"""PITCH!IDEA!#3:!_____________________________________________________________________"_____________________________________________________________________"_____________________________________________________________________"_____________________________________________________________________""Based" on" your" answers" and" the" research" you" are" about" to" conduct," start" forming"opinions"on"your"key"idea"that"can"be"crafted"into"sound"bytes,"i.e."short"sentences"that" answer" questions" precisely" and" keeps" their" audience" engaged" and" wanting"more.""Jump"on"Google"and" look" for" the" latest" research" that" is" relevant" to"your" topic"and"keep"reading"for"my"‘sample"media"correspondence’"of"which"will"reveal"to"you"how"to"create"sound"bytes."!

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STEP!6#:!BE!PREPARED!FOR!CRITICISM!!!!Criticism"can"derail"the"publicity"process"before"it’s"ever"had"a"chance"to"get"off"the"ground"by"preventing"a"business"or"an"individual"going"to"media"in"fear"of"criticism."""Which"is"why"we"take"a"look"at"this"thorny"subject"now"to"free"yourself"to"create"and"get"your"business"and"brand"out"into"the"marketplace."""When"you"are"in"business"you"have"to"expect"a"certain"amount"of"criticism"and"the"more"you"grow,"the"more"you"attract,"especially"online.""What"makes"the"difference"between"the"people"and"business"who"survive"and"those"who"go"under"is"the"way"they"handle"criticism."""Before"you"do"anything,"take"a"look"at"the"criticism"coming"in"your"direction"and"ask"yourself"what"percentage"of"your"market"is"complaining."In"most"cases"it"will"be"less"than"1%"of"your"total"audience."That"means"that"99%"of"your"market"loves"what"you"are"doing"or"are"nonplussed"about"it.""""Take"a"look"at"Richard"Branson"of"Virgin"fame."You"think"he"gets"by"without"being"attacked"in"the"media?"Of"course"not!"There"is"always"someone"ready"to"criticise"his"style,"his"campaigns,"and"his"choice"of"lifestyle"and"on"and"on…"""Yet"Richard"Branson"is"one"of"the"most"admired"entrepreneurs"on"the"planet."99%"of"his"market"thinks"he"is"a"genius"no"matter"how"loudly"the"other"1%"criticise."Remember"that"because"it"will"serve"you"later"in"your"career"–"or"quite"possibly"even"right"now."""There!are!a!few!keys!that!you!need!to!know!about.""

! Don’t! react! emotionally." " Criticism" won’t" damage" you" or" your" business" –"unless"you"let"it."It’s"part"of"the"job."

"! Don’t!enter!into!an!argument."Sometimes"people"just"want"to"get"a"reaction"

from"you."Don’t"give"it"to"them"–"you"won’t"come"out"looking"professional."In"fact,"in"most"cases"you’ll"drag"the"story"out"in"the"press,"which"could"even"do"more"damage"to"your"reputation."It"could"all"be"over"within"24hrs.""

"! If!it!has!truth,!acknowledge!it.""Criticism"can"be"a"great"learning"tool"as"long"

as"you"don’t"take"it"personally."""

! Prepare!for!it."You"will"have"a"pretty"good"idea"of"the"parts"of"your"business"or"your"opinion"that"people"are"likely"to"criticise.""Plan"ahead"and"know"how"you"will"handle"it"before"the"comments"start"coming."Identify"the"‘sensitive’"or" ‘controversial’" topics" that" you"will" cover" and" the"possible"questions" that"could"be"asked"of"you.""

"

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Understand" the" media’s" objective" is" to" get" or" in" fact" ‘create’" a" news" story." Be"prepared"for"it,"but"never"be"scared"by"it."It’s"part"of"the"publicity"machine"that"ticks"over"every"single"day"and"can"be"leveraged"to"your"benefit."""Remember,"most"people"will" love"what"you"are"doing"or"at"the"very" least"they"will"understand"why"you"are"doing"it."""!Manage!the!criticism!intellectually!and!emotionally;!!!Sometimes"criticism"can"cut"like"a"knife,"thankfully"I"have"a"threecstep"process"that"I"use" to" consolidate" it" and" respond" to" it" if" necessary" to"move" forward" quickly" so" it"does"not"hinder"my"progress."""To!do!this,!I!simply!ask!three!critical!questions;!!!

1. Is"the"criticism"coming"from"an"educated"point"of"view"or"have"they"formed"their"opinion"based"on"a"‘tiny’"piece"of"information?""

"2. Do"they"have"the"best"intentions"for"me?"

"3. Are"they"projecting"their"‘own’"stuff"in"my"direction?"

"When"answering"these"three"questions,"in"most"cases"you’ll"get"a"yes"to"one,"two"or"all"three."If"so,"make"an"immediate"decision."If"it"is"personal"and"you"feel"emotionally"heated"due"to"it"–"do"not"respond"for"at"least"24hrs."Take"time"to"consolidate"your"thoughts,"then"secondly"remember"this"sage"advice;"""As"Sun"Tzu,"author"of"The"Art"of"War,"said,"“He"will"win"who"knows"when"to"fight"and"when"not"to"fight.”""It’s"about"keeping"things"in"perspective."""And," some" advice" from" my" mother," “Don’t" argue" with" an" idiot," otherwise" you’ll"become"one.”""If"that"doesn’t"ease"the"disruption,"allow"yourself"half"an"hour"to"get"‘pissedcoff’"about"it."Cry,"get"angry,"punch"a"pillow."Just"let"it"out"but"promise"yourself"that"when"the"half"hour"is"up"–"it’s"over"with"and"you"move"on."""!

STEP!#7:!THE!30!SECOND!PITCH!"The" steps"outlined"above"will"have"helped"you"clearly" identify" the" ‘pitch" /"pitches’"that"you"are"going"to"present"to"the"media"and"mentally"prepare"you"for"what"you"are"going"to"potentially"say"(that"of"which"we"will"refine"further"later)."""You"can"make"your"pitches"over"the"phone,"in"the"form"of"a"press"release"or"in"your"Media"Kit"and"/"or"Media"One"Page."When"pitching"over"the"telephone"keep"in"mind"the"following"strategies"to"help"you"feel"relaxed,"confident"and"ready"to"go."

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"a. Instant! rapport:! Get" instant" rapport" with" the" media" contact" by" pretending"

that"they"are"a"long! lost"friend."Make"a"joke,"have"a"laugh,"but"whatever"you"do,"make"sure"you"make"some"kind"of"emotional"connection.""

b. Get! permission:! Ask" for" permission" to" ‘pitch’" a" story" idea" that" their" audience"might"be" interested! in," i.e," “is" it"okay" if" I" share"with"you"an" idea" that" I"believe"your" audience" will" absolutely" love?”" Without" permission," you" become" a"nuisance,"with" permission" you" become" a" new" resource" they"will" keep" coming"back"to"in"the"future."""

c. Straight! to! the! point:! Media" receive" over" 100" emails" per" day" with" people"pitching"to"them,"don’t!waste"their"time"and"they"won’t"waste"yours."""

d. Know! your! approach:! Rehearse" what" you" are" going" to" say" within" 30" seconds"only." That’s" typically! all" the" time" you" have" when" ringing" media" up," i.e." what,"when,"where,"why"and"how."Via"email,"you"may"have"less"than"10"seconds"to"get"their"attention"–"keep"your"emails"short,"as"discussed"in"the"following"pages."""

e. Follow! through:! If" they" request" further" information," send" the" appropriate"collateral"including!your"Media"Kit"and"One"Page"that"asserts"your"authority,"i.e."your"credentials,"case"studies"etc." that"you" listed"earlier" in" this"planning"guide."Give" them" hard" evidence" that" there" is" a" story" in" play" by" providing" them"with"research"or"statistics"or"a"quirky"and"interesting"angle"on"something"old."""

f. Don’t! feel! rejected:! If" you’re" not" getting" booked" understand" that" the" pitch"wasn’t" right" for" them.!Revisit" their"website,"watch" or" listen" to" their" show"and"once"again"identify"their"formula"so"you"can"recpitch"to"them"at"a"later"date."I’ve"been"rejected"–"never"take"it"personally."If"the"pitch"isn’t"right"for"them,"it"isn’t"right"for"them."Go"back"to"them"a"couple"of"weeks"later"with"a"new"angle"based"on"the"research"you"conducted"on"their"website"or"program.""

!Let’s!take!your!pitch!and!refine!it!a!little!more.!!Ask!yourself!these!questions.!"

1. What’s"in"it"for"them?""Why"will"they"want"to"know"more?"_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________"

"2."""Why"is"your"story"different"to"other"similar"ones?""" _______________________________________________________________"

" _______________________________________________________________"

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" _______________________________________________________________"

" _______________________________________________________________""

2. When"is"their"deadline?""Why"will"my"story"still"be"relevant"then?""Is"timing"a""factor"in"the"story?""_______________________________________________________________

_______________________________________________________________

_______________________________________________________________

_______________________________________________________________"

"Now!it’s!time!to!put!all!your!information!together!so!you!can!make!your!pitch!to!the!journalist.!"Decide" who" you" want" to" speak" to" and" which" show" or" newspaper" is" likely" to" be"interested"in"your"story"and"put"together"a"telephone"pitch"based"on"the"strategies"outlined" above." " It’s" a" good" idea" to" develop" your" own" phone" script" that" you" can"follow"each"time"you"make"a"call.""Over"time"you"can"adapt"it"as"you"find"what"works"for"you"and"what"doesn’t.""Some"of"your"pitches"will"be"made"directly"via"email,"however"to"secure"coverage,"you"must"almost"always"follow"up"with"a"phone"call."""With" producers," journalists" and" editors" receiving" hundreds" of" emails" per" day,"sometimes" all" it" can" take" is" a" 30" second" phone" call" to" directly" pitch" your" idea," or"direct"their"attention"to"an"email"you"have"just"sent."""Understand"that"the"media"are"proactively"looking"for"story"ideas."""Never" be" intimidated" by" them," you" are" potentially" an" incredible" news" source" for"them."Don’t"underestimate"your"own"influence.""!Here!is!a!sample!script!for!making!a!phone!pitch!to!media.!""Hi"(Name)."""Intro:"My"name"is"_________."The"reason"for"my"call"is"that"I"have"a"story"about"the"way"bullying"impacts"families"and"how"one"local"family"has"overcome"the"problem"and"now"helps"others"cope"with"this"issue.""""Do"you"have"a"minute"to"talk?""""

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""(If&the&journalist&is&too&busy&to&talk,&make&an&appointment&for&a&follow&up&call.&Most&will&spare&you&a&minute&so&make&sure&your&message&is&concise&and&interesting.)&&"Make!your!statement:"Bullying"at"school"can"lead"to"the"breakdown"of"the"family"unit.""State!why! it’s! important!and!back! it!with!statistics! if!you!can:""X%"of"children"at"school"are"being"bullied"but"X%"of"families"don’t"know"how"to"deal"with"it.""Explain! why! it’s! affecting! people! or! causing! a! problem:" " Those" families" end" up"facing"bigger"issues"such"as"divorce"or"parental"abuse.""A!one!sentence!summary!of!the!local!impact:"Locally,"up"to"Y%"of"your"readers"are"experiencing"this"right"now.""Where! do! you! fit! in?" " I’ve" been" working" with" a" family" who" was" facing" total"breakdown"and"together"we"developed"a"technique"for"overcoming"the"impact"on"the"child"and"family."""""Help! the! journalist:" " I’d" like" to"suggest"an" interview"so"we"can"show"people" that"bullying"doesn’t"have"to"destroy"a"family"and"I"have"some"great"practical"tips"that"your"readers"can"employ"immediately"to"help"ease"their"situation."""Close!and!share!your!phone!number:"Thank"you"for"your"interest"in"this"story.""Yes,"I’d" love" to" talk" to" you" on" " ________." " Here" is"my"mobile" number." I’ll" shoot" you"through"an"email"now"with"some"more"information."""End."""*Note:" Do" not" be" rigid" in" your" delivery." Allow" for" flexibility" and" conversation" to"unfold,"whilst" still" ensuring" you" get" key" points" across" that"will" help" you" secure" an"interview," or" at" least" provide" you"with" valuable" feedback" that" can" help" you" tailor"your"approach"further.""!!!!!!!!!!

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Now!it’s!your!turn.!!Start!working!on!your!script!ready!for!your!phone!pitch.!""Hi"(Name)."""Intro:"My"name"is"________"and"the"reason"for"my"call"is"that"I"have"a"story"about__________________________________________________________.""Make!your!statement:"_______________________________________________________________""State!why!it’s!important!and!back!it!with!statistics!if!you!can:""____________________________________________________________________________________________________________________________________________________________________________________________________________""Explain!why!it’s!affecting!people!or!causing!a!problem:""____________________________________________________________________________________________________________________________________________________________________________________________________________""!A!one!sentence!summary!of!the!local!/!national!/!international!impact:""____________________________________________________________________________________________________________________________________________________________________________________________________________""Where!do!you!fit!in?""____________________________________________________________________________________________________________________________________________________________________________________________________________"""""Help!the!journalist:""I’d"like"to"suggest"an"interview"____________________________________________________________________________________________________________________________________________________________________________________________________________""Close!and!share!your!phone!number:"Thank"you"for"your"interest"in"this"story.""Yes,"I’d"love"to"talk"to"you"on""________.""Here"is"my"mobile"number__________________________________.""End."""""

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39" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

So"far"you"have"learnt"how"to"assess"the"newsworthiness"of"your"stories"and"begun"to"understand"the"three"vital"steps"in"the"Publicity"Model.""If"you"have"completed"the"last" section" on" “7" Steps" to" Perfect" Pitch”" you" are" well" on" your" way" to" being"discovered"by"the"media.""Now!there!is!another!important!media!tool!that!you!need!to!understand!and!use!properly!and!that!is…….!""""""""""""""""""""""""""""""""""""""""

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!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Chapter!4!"

The!Press!Release!–!What!You!!Really!Need!to!Know!

Using"press"releases"to"get"you"featured""in"front"of"1000’s"of"your"prospective""

customers." ""Done"well,"a"press"release"is"a"powerful"document.""Done"badly"it"will"cost"you"any"chance"of"publicity"you"had"ever"hoped"for.""The"press"release"is"an"introduction"to"your"story,"NOT"the"story"itself."It"is"designed"to" attract" the" attention" of" the" journalist" by" raising" curiosity" and" allowing" them" to"pick"up"the"scent"of"a"story"they"want"to"know"more"about.""""The"main"purpose"is"to"motivate"the"journalist"to"pick"up"the"phone"and"arrange"an"official"interview.""Sometimes"they"may"even"interview"you"over"the"phone"and"use"quotes"that"have"been"pulled"out"from"the"release"as"part"of"their"write"up"or"email"you"questions"to"answer"online."""Most! editors! and! journalists! receive! over! 100! emails! per! day! from! people! and!businesses!sending!press!releases!and!promoting!themselves.! !How!do!you!make!yours!stand!out?!!"

• First"make"sure"your"press"release"is"newsworthy"and"not"just"a"blatant"piece"of" selfcpromotion." " Journalists" aren’t" after" ads;" they" want" news" that" will"capture" their" readers" and" build" their" own"market" share." The" activities" that"you"will"have"completed"to"date"will"ensure"that"your"release"is"newsworthy."And," remember" target"your"pitch" to" the" specific"outlet"each" time"based"on"their"most"recent"popular"stories"or"articles"that"they"have"covered.""

"• Secondly,"don’t"expect"an"instant"response"or"one"at"all."If"you"only"send"one"

release" the" likelihood" of" it" being" noticed" is" minimal." It" takes" persistence,"patience" and" sometimes" added" little" tricks"with"which" I" am"about" to" share"with" you." It" is" critical" for" you" to"understand" that" the"media"don’t" owe" you"anything." They" have" their" own" agenda," by" conducting" your" research" you"

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become"an"immediate"fit"for"their"outlet,"in"which"will"increase"your"chances"of"getting"yourself,"your"client"or"your"product"or"service"featured."""

• Finally," the" more" factual" you" can" be" the" better" reaction" you" will" have.""Remember"that"this"is"the"basis"for"a"news"story.""If"you"can"include"statistics"or" supporting" data" of" some" kind" it" will" add" credibility" to" your" release" and"show" that" you" know" what" you" are" talking" about." Back" this" up" with" your"credentials" in" the" form" of" a" bio," and" this" creates" a" powerful" mix" to"immediately"capture"their"attention.""

""!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Create!Thought!Provoking!Headlines""""The"headline"is"unbelievably"critical"to"the"press"release.""In"fact,"it’s"the"key"that"lets"you" enter" the" journalist’s"magical" portal." If" your" headline" does" not" appeal" to" the"imagination"of"the"journalist"you"have"wasted"your"time"preparing"a"press"release.""""In" ‘7"Steps"to"The"Perfect"Pitch’" I"gave"you"a" template"and"some"examples" to"help"you"create"the"perfect"pitch." "These"succinct"pitches"will" in"fact"become"your"press"release"heading"because"they"are"aimed"at"the"media"you"are"targeting."""Remember…""

• Make"sure"the"headline"/"pitch"is"interesting"and"dynamic,"so"use"words"that"are"compelling"and"exciting."""

• Avoid"using" industry" jargon"in"your"headline"because"the"journalist"may"not"understand"you."""

• And" don’t" try" to" be" too" clever," either," or" you"might" lose" the"meaning" you"want"to"convey."

"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Press!Release!Template!!"

"To"assist"you"create"a"press"release"that"is"newsworthy,"below"you"will"find"a"press"release"template"that"I"have"created"that"will"assist"you"in"structuring"your"release"in"a"very"specific"way"around"the"pitch"ideas"you"have"just"created."I"have"also"included"a"sample"press" release" to"help" inspire"you"and"a"complete"checklist"you"can"check"your"work" against" to" ensure" you" are"on" the" right" track"before" you"distribute" your"release."""""""

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"FOR!IMMEDIATE!RELEASE""For! additional! information,! contact:! (insert" your" contact" details" here," the"person"sending"the"press"release)"""Insert! your! press! release! heading! here:! i." e." write" a" powerful" heading," the"heading"makes"or"breaks"it."""Opening!Paragraph:""Write"your"most"powerful"opening"here"in"40"words"or"less."Create"intrigue"and"interest" via" storytelling." i.e." Local" author" set" to" cause" a" stir" due" to" her"controversial" opinions" on" childbirth." This" introductory" paragraph" should" also"answer"the"questions"of"who?,"what?,"when?,"where?,"and"why?""Press!Release!Body!of!Contents:""The"paragraphs"of"your"press"release"should"be"no"more"than"3c"4"sentences"in"most"cases.""One"solid"quote"is"a"must"in"your"release,"perhaps"from"a"company"executive"or"the"person"who"is"actually"sending"the"release."Be"sure"to"quote"yourself"or"one"of" your" clients." Remember," the" release" shouldn’t" be" about" your" business" but"the" stories" connected" to" it," i.e." client" transformations," almost" bankrupt,"what"you"did"to"assist"them"etc.""Your"release"should"be"written"in"a"journalistic"nature."Read"the"media"you"wish"to"submit"it"to"and"how"they"write"their"stories"for"inspiration."If"you"are"serious"about"getting"it"into"a"particular"publication,"write"word"for"word"their"top"story"of"the"day/month."This"will"assist"you"to"understand"what"they"are"needing"and"expecting"from"contributors.""About!You!or!Your!Business:""Write"a"one"sentence"summary"on"you"or"your"company."Anymore"and" it"will"come" across" as" a" sales" pitch." Add" key" credibility" factors," i.e." number" of"Facebook" or" Twitter" Fans," education," notable" clients" that" you" have" worked"with."""###" (This"mark" tells" the" journalist" that" they've" reached" the" end" of" the" press"release,"and"there"are"no"additional"pages"to"come.)"

"""

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Once"you"have"written"your" release" there"are"a" couple"of"options" for"distribution.""While"many"business"owners"simply"send"the"email"directly"to" journalists," they"are"missing"an"opportunity"to"connect"with"the"wider"world"of"online"journalism.""Let"me"show"you"how"this"works"and"why"it"is"so"important.""

!!!!!!!!!!!!!!!!!!!!Online!Press!Release!Distribution!and!Optimization!!""Below" you" will" find" one" very" distinct" type" of" press" release" with" a" very" specific"objective."This"is"designed"to"increase"your"ability"to"be"found"online"by"assisting"in"raising" your" online" visibility" by" generating" various" backlinks" to" your" website" via"online"news"channels"and"to"help"you"secure"interviews"with"the"media"for"radio,"TV"or"print.""The" following"press" release"was"distributed"online"via"www.prweb.com" ,"an"online"distribution" tool" that"distributes"your" releases" to" the"online"community,"as"well"as"thousands"of" journalists" throughout"America"and" the"world."This"particular" release"below"was"written"with"the"intention"to"increase"rankings"to"our"website"by"creating"‘highcquality’"backclinks"from"wellcestablished"media"sites."You"will"notice"the"search"engine"optimization"keyword"‘Small"Business’"written"throughout"the"release"itself.""Before"you"distribute"your"online"press"release,"be"sure"to"have"conducted"research"with"the"assistance"of"your"website"developer"as"to"the"specific"keywords"you"must"target"not"only"to"obtain"media"coverage" internationally,"but"that"also"have"a" lowcbarrier" to" entry," i.e." not" a" lot" of" competition," but" possibility" of" high" quality" traffic"visiting"your"website"that"is"likely"to"convert"into"paying"clients."!!Small!Business!Confidence!Rose!to!105.1!in!First!Quarter!of!

2012,!Business!Still!at!Threat! Author"Ben"Angel"gives"away"controversial"book"called,"‘Sleeping"Your"Way"to"The"Top"in"Business’"to"over"30,000"small"business"owners"to"help"save"livelihoods"and"

homes." (PRWEB)!March!29,!2012

Vistage"International"announced"it’s"confidence"index"rose"to"105.1"in"the"first"quarter"of"2012"from"98.8"in"the"final"months"of"2011. Compiled"from"a"survey"in"March"of"more"than"1,850"small"business"chief"executives,"it"is"the"highest"increase"since"the"first"quarter"of"2011."The"upward"trend"is"giving"small"business"owners"hope"but"they"are"not"yet"out"of"the"woods."""""

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44" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

"“Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do"what"they"can"to"establish"themselves"with"a"presence"in"their"marketplace"to"be"reckoned"with"and"set"themselves"apart"from"their"competitors"while"others"are"focused"on"scraping"by.”""“Whether"they"are"struggling"to"get"new"clients,"keep"existing"ones"or"just"wish"someone"would"help"make"their"life"easier,”"says"Ben,"“there"are"strategies"that"can"be"used"to"bring"in"new"clients"that"cost"very"little."In"fact,"some"take"just"a"great"idea."Creating"a"compelling"marketing"message"that"resonates"with"their"target"market"is"at"the"heart"of"not"only"attracting"new"clients"but"in"essence"creating"a"business"that"is"newsworthy."This"lends"itself"to"enormous"levels"of"credibility"to"businesses"that"otherwise"go"unheard"of"and"consistently"struggle"with"their"cash"flow.”""The"strategies"in"Ben’s"book,"'Sleeping"Your"Way"to"The"Top"in"Business,'"includes"topics"on"standing"out"in"an"oversaturated"marketplace,"positioning"business"for"success"and"ethically"influencing"customers"to"buy"more,"more"often."And"most"importantly,"answering"the"question,"“why"are"people"buying"from"their"competitors"instead"of"them.”""Albeit"a"controversial"title"and"written"with"a"Joan"Rivers"sense"of"humour,"Ben’s"message"is"clear."“The"only"person"a"small"business"owner"must"sleep"with"to"get"to"the"top"is"themselves."They"must"convince"themselves"that"they"have"what"it"takes,"otherwise"if"they"don't"buy"into"their"own"vision,"then"how"are"they"going"to"influence"others"and"get"them"to"invest"in"their"products"or"services.”""“The"key"to"success"in"this"volatile"marketplace,”"says"Angel”"is"to"communicate"a"message"to"consumers"in"a"way"that"captures"their"hearts,"minds"and"of"course"wallets.”""

Angel"made"the"decision"to"give"away"digital"versions"of"his"complete"300"page"book"free"after"witnessing"business"owners"facing"bankruptcy."“It"broke"my"heart,”"says"Angel,"“small"business"is"still"suffering"in"America."People"are"putting"their"homes"up"for"sale"to"survive.”""

Given"away"at"Angel’s"Facebook"page,"http://www.facebook.com/yourwaytothetop"SYWTT"achieved"more"than"30,000"downloads"within"days"of"going"live."“We’re"ecstatic"with"the"response"and"excited"to"see"business"owners"putting"the"practical"information"to"good"use"in"growing"their"business,”"Angel"says.""About!Sleeping!Your!Way!to!The!Top!in!Business:!Specifically"designed"for"business"guerrilla’s"unafraid"to"wage!war"on"their"own"mediocrity,"Sleeping"Your"Way"to"The"Top"in"Business"will"show"you"stepcbyc"step"formula’s"for"attracting"and"seducing"more"customers"than"ever"before"–"transforming"your"company,"your"team"and"you"into"weapons"of"mass"seduction.""About!the!Author:!Ben"Angel,"otherwise"known"as"‘The"Agent"of"Influence,’"is"Australia’s"number"one"personal!branding"and"influence"expert."As"a"professional"trainer;"Ben"has"delivered"presentations"for"Toyota,"Australia"Post,"Origin"Energy"and"the"Australian"Institute"of"Company"Directors."His"aim"is"to"provide"education"to"small"business"owners"suffering"from"unstable"economic"conditions"in"Australia"and"the"world.""!

Page 45: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

45" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!!!!!!!Press!Release!Samples!to!Get!You!Started!Quickly!!!!

In! this! section! I! have! prepared! some! sample! press! releases! across! a! range! of!industries!that!you!can!use!to!kick\start!your!own!ideas.!!!"As"you"read"them,"pay"attention"to"the"language"and"the"layout"or"each"release.""You"will" notice," too," that" there" is" always" an" angle" in" the" story" that" will" appeal" to" a"journalist.""Read"them"through"and"jot"down"any"ideas"they"give"you"for"your"own"use.""PRESS!RELEASE!SAMPLE!#1:!!!

The!Tricks!Beauty!Brands!Use!To!Suck!You!In!Beauty"expert"Jane"Doe"exposes"the"reality"of"beauty"brand"promises"and"empowers"women"to"make"informed"choices"about"their"beauty"products."

"A" recent" survey" by" ZZZ" showed" that"men" are"more" likely" to" be" attracted" to" a" woman’s"confidence" and" personality" instead" of" skin" deep" beauty." " The" survey" also" showed" that"whilst"men"are" instantly"drawn"to"a"woman"who" looks"“photoshop"perfect”" they"are"not"inclined"to"want"to"pursue"the"same"woman"for"a"long"term"relationship.""Survey"organiser,"Mr."Joe"Bloggs"says"“men"know"they"are"visual"creatures"and"that"what"they"are"instantly"attracted"to"isn’t"necessarily"a"reality"for"a"loving"and"lasting"relationship”.""Jane"Doe"of"XYZ"Beauty" lifts" the" lid"on" the" false"claims"made"by" top"beauty"brands." "Ms."Doe"says"that"“beauty"brands"have"long"played"on"a"woman’s"need"for"acceptance"instead"of" showing" women" how" they" can" be" strong," important" individuals" regardless" of" their"perceived"looks”.""XYZ"Beauty" is" all" about" teaching"women" that" they"are"all" beautiful" and"how" to"bring"out"their"inner"beauty,"naturally.""""""Ms."Doe" says" “beauty" comes" from" inside"not" from" the"makeup"we"wear"on" the"outside.""Make"up"simply"gives"us"a"façade"to"hide"behind"but"I"believe"that"women"should"be"taught"about" their" strengths" and" then" shown" how" to" use" natural" makeup" to" enhance" those"strengths.""Using"a"particular"product"is"not"the"way"to"showcasing"a"woman’s"beauty”.""XYZ" Beauty" has" created" a" series" of" videos" to" help"women" understand" that" their" natural"beauty" is"not"about" the"exterior" looks." " "Women"can" follow" the"video" series"which" takes"them"from"identifying"their"inner"strength"and"then"learning"how"to"portray"this"strength"in"their"day"to"day"look.""Ms."Doe"says"“rather"than"plastering"on"the"makeup"to"be"someone"that" really" isn’t" you," we" aim" to" show" women" that" they" can" just" bring" out" their" inner"goddess"and"with"the"use"of"natural"makeup"can"turn"heads"with"their"natural"beauty"and"style”."""

About!Jane!Doe.""Ms."Doe"has"worked"in"the"beauty"industry"for"over"20"years"and"worked"with" some" of" the" biggest" brands" in" the" industry" such" as" Estee" Lauder" and" Shiseido" as" a"beauty"advisor"before"starting"her"own"company"in"2002."""

Page 46: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

46" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

"Contact:""Jane"Doe"Phone:""""Email:""""###"!!!PRESS!RELEASE!SAMPLE!#2:!!"

Health!Expert!Says!Botox!Good!For!You!Botox"has"previously"been"seen"as"the"go"to"product"for"beauty"enhancements"but"

new"information"shows"that"it"can"actually"help"cure"debilitating"conditions.""Dermatologist"&"Skin"Specialist"Dr"Jack"X"has"been"studying"the"effects"of"Botox"for"the"past"ten"years"and"claims"that"Botox"can"be"used"with"great"success"in"a"range"of"illnesses.""Dr"X"says"that,"“Botox"has"been"seen"as"the"anticaging"miracle"however"it"has"been"overlooked"for"its"treatment"abilities"on"a"range"of"illnesses”."""Dr"X"together"with"specialists"from"the"ABC"Hospital"have"been"running"clinical"trials"for"the"past" twelve"months" on" patients" suffering" from" various" illnesses" such" as" urinary" urgency,"facial"twitching,"abnormal"muscle"contractions"and"muscle"rigidity.""Dr"Y"from"ABC"Hospital"says"that,"“the"trials"have"been"extremely"successful"and"of"the"200"patient’s"trialling"Botox"as"a"treatment"for"their"illness,"188"have"returned"results"showing"dramatic"improvement"in"their"conditions.”"""The"trial"has"been"carried"out"under"strict"trial"guidelines"and"has"recently"been"mentioned"in" the" XYZ"Medical" Journal" as" something" for" doctors" to" consider" when" treating" patients"with"long"term"illnesses."""""Dr"X"says,"“whilst"improvement"in"the"illness"isn’t"instant"it"does"progressively"improve"the"patient’s" condition" over" a" twelve"month" period." " Regular" doses" are" given"weekly" and" all"patients"reported"very"few"side"effects"to"the"treatment”.""Dr"Y"has" released" the" findings" from" the" clinical" trials" to"help" raise"awareness"and"attract"further"funding"for"the"treatment.""Dr"Y"hopes"to"conduct"trials"on"other"illnesses"over"the"next"two"years"so"that"within"the"next"decade"a"lot"of"debilitating"illnesses"will"be"able"to"be"cured"or"at"least,"well"controlled,"using"what"was"once"seen"only"as"a"beauty"treatment.""Both"Drs"X"&"Y"say"that"this"is"one"of"the"most"exciting"discoveries"in"the"medial"field"this"decade."""About!doctors!X!&!Y."Dr"X"has"been"one"of"the"country’s"leading"Dermatologists"and"Skin"Specialists" for" the" past" twenty" years." " He" has" held" the" position" of" AAA" at" Sydney’s" RPA"Hospital"for"the"past"ten"years"and"is"seen"as"one"of"the"leading"specialists"in"his"area.""Dr"Y"has"been"head"of"research"at"ABC"Hospital"for"the"past"fifteen"years"and"has"overseen"100’s"of"clinical"trials.""""Contact"Dr"X""###"

Page 47: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

47" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

PRESS!RELEASE!SAMPLE!#3:!!"

Could!Your!Career!Take!This!Knock?!Education"providers"have"been"given"an"ultimatum"to"recsit"exams""on"a"yearly"basis"or"lose"their"positions"within"the"education"sector."

"In" what" can" only" be" described" as" a" landmark" decision," the" Minister" for" Education" has"announced"that"teachers"Australia"wide"will"be"required"to"undergo"literacy"and"numeracy"tests"every"year"and"must"meet"a"minimum"standard"to"keep"their"jobs"as"educators"of"our"children."""Teachers’"Union"representative,"Mr."Bob"Board"is"outraged"that"such"a"stipulation"would"be"imposed"on"teachers,"some"of"whom"have"been"teaching"for"over"thirty"years.""Mr."Board"says"“it" is"unrealistic"and"a"total"waste"of"resources"to"expect"teachers"to"continuously"sit"these" exams." " " It’s" one" thing" to" say" you" must" keep" the" standards" up" with" ongoing"professional" development" it" is" a" completely" different" issue" to" question" a" teacher’s"standards"after"many"years"in"the"position”.""Principal" of" one" of" Melbourne’s" top" private" schools," Mr." H." Master" says" he" feels" it" is"uncalled"for"and"a"gross"misjudgment"on"the"government’s"part.""He"says"that"‘to"become"teachers"they"have"had"to"sit"exams"at"a"State"level"and"achieve"a"certain"standard,"if"this"wasn’t"met"at"the"time"then"they"wouldn’t"be"teachers"today.""Your"literacy"and"numeracy"levels"don’t"go"backward"the"longer"you"teach.""It"is"purely"another"way"for"the"government"to"waste"valuable"resources"and"another"attempt"at"political"grandstanding”."""The"scheme"would"come"into"effect"from"January"2015"and"all"teachers"who"qualified"after"the"1st"of"January"1980"would"be"required"to"sit"the"yearly"exams."""In"what" could" be" set" to" become"one"of"Australia’s" longest" running" strikes," the" Teachers’"Union"will" be"withdrawing" all" teachers" from" schools" one" day" per"week" until" this" issue" is"resolved." " "Mr."Board"acknowledges"that"this"will"not"only" interrupt"the"students" learning"and"have"a"major" impact"on" families"but"says" it" is" the"only"way"to"make"the"government"stand"up"and"take"notice"of"such"a"vital"issue."""The"first"noncteaching"day"will"be"held"on"the"1st"of"March"2013,"Australia"wide."""About!Mr.!House:""Mr."Board"was"Principal"at"a"leading"High"School"for"twenty"years"before"taking"on"his"role"with"the"Teachers’"Union."""Contact:""Mr."Bob"Board"Phone:"""Email:"""""""""

Page 48: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

48" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

PRESS!RELEASE!SAMPLE!#4:!!"

How!to!Eat!Donuts!&!Lose!Weight!Dietician"claims"that"eating"donuts"as"part"of"your"daily"diet"can""

help"you"lose"weight"and"keep"it"off.""You"could"be"forgiven"for"thinking"that"is"impossible"to"eat"donuts"and"lose"weight"but"one"of"Australia’s" leading"dieticians,"Ms." Luce"Weight," has" created"an"eating"plan" that" allows"her"clients"to"eat"7"donuts"per"week"and"still"lose"weight."""Ms."Weight"says"that"“it"is"all"about"mindset"when"it"comes"to"losing"weight,"if"you"feel"like"you"are"missing"out"on"what"you"love"then"you"begin"to"build"a"negative"mindset"towards"losing"weight." " The"end" result" is" you"give"up"on"healthy"eating"and"go"back" to" your"own"ways.""I"have"devised"a"system"where"my"clients"not"only"eat"what"they"love"they"also"drop"kilos"and"keep"them"off”."""The" Lose" Program" has" been" created" after"many" years"working" as" a" dietician" and" seeing"what"it"is"that"makes"people"succeed"and"some"fail"at"their"weight"loss"goals."""The"Lose"Program"includes"a"daily"allowance"for"the"things"you" love," in"this"case,"donuts!""With"just"a"little"of"what"you"love"each"day"you"alleviate"the"mentality"of"“going"without”"and"therefore"increase"your"ability"to"see"the"plan"through"to"fruition." " "Of"course,"clients"are"expected"to"also"increase"their"energy"output"and"eat"well"for"the"remainder"of"the"day"but"by"having"one"treat"they" love"every"single"day"they"have"managed"to"not"only" follow"the"eating"plan"but"succeed"at"reaching"weight"loss"goals"as"well."""Program"participant,"Mr."X"says"that"he"struggled"his"entire" life"with"trying"to" lose"weight"and"that"being"involved"in"the"Lose"Program"was"life"changing"for"him"and"allowed"him"to"not"only"lose"the"weight"but"remain"at"his"goal"weight"for"the"past"two"years."""Ms."Weight"will"be"holding"workshops"in"all"major"capital"cities"starting"in"June"2013.""""About!Ms.!Weight:"""Ms."Weight"has"worked"as"a"dietician"to"high"profile"celebrities"such"as"XXY"and"ZZL"and"has"been" involved" in" creating"eating"plans" for"many"of" the"nation’s" top"sporting"teams."""Contact.""Ms."Luce"Weight"Phone:"Email:"!###!"

"!!!!!

Page 49: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

49" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

PRESS!RELEASE!SAMPLE!#5:!!!

Is!Facebook!Making!Money!Off!Your!Likes?!According"to"Forbes"Magazine"and"Business"2"Community,"

the"answer"may"be"yes.""Marketing"specialist,"Ben"Angel"says"“Facebook"are"once"again" introducing"a"new"feature"that"will"increase"revenue"for"Facebook"but"at"the"cost"of"the"privacy"of"some"users”.""Mr."Angel"says"that"Facebook"is"about"to"release"its"Graph"Search"feature.""Graph"Search"is"a"system"that" lets"you"search"everything"to"do"with"your" friends."You"can"search"through"any"people,"photos,"places"or"interests"which"have"been"shared"with"you."The"problem"says"Mr"Angel,"“is" that"Facebook"seems"to"be"using"this" information"to"create"“Related"Posts”"which"then"appear"in"your"friends"news"feeds”.""One" Facebook" user," Craig" Condon" had" the" following" unwanted" situation" occur" recently:"""“…he&had&liked&the&irreverent&media&empire,&VICE,&and&as&a&result,&a&rude&post&showed&up&on&his&mother’s&timeline&below&a&heading&“Craig$Condon&likes&VICE”&and&a&divider&with&a&slug&that&said&“RELATED&POST.”&His&mother,&of&course,&urged&him&to&take&the&post&down—but&he&couldn’t&because&he&had&never&posted&it!”&&Mr."Angel"explains"that"there"are"three"areas"of"great"concern"with"this"new"feature:""There"are"three"key"concerns"here.""

1. The"link"is"generated"by"software"that"can’t"assess"whether"the"link"is"appropriate"or"not."How"could"it"tell"that"VICE"is"an"edgy,"online"mag"and"not"a"hotbed"of"porn?"It" can’t." In"other"words,"posts" that" appear" to"be" “related”" to" your" likes"might"be"way"off"the"mark"and"potentially"damage"your"reputation."

"2. YOU"can’t"see"what"is"being"posted"in"connection"with"your"name."It"does"not"show"

in"your"news"feed"at"all"and"if"you"don’t"know,"there’s"nothing"you"can"do"about"it.""

3. The" layout" of" the" post" can" imply" that" you" like" or" support" the" related" post" even"though"it"may"be"nothing"to"do"with"you"or"your"tastes."When"your"friends"like" it"because"they"think"you"have,"they"are"actually"building"the"brand"of"a"business"you"have"nothing"to"do"with,"and"exposing"themselves"to"god"knows"what!"

"Graph"Search" is" still" in"beta"so"users"have" time" to"go"back" through" their"Activity"Log"and"review"likes,"check"privacy"settings"and"delete"anything"that"might"be"a"problem.""Mr"Angel"advises"all"Facebook"users"to"think"twice"before"liking"a"page,"tagging"a"photo"or"checking"in"somewhere."It"might"come"back"to"haunt"you"in"the"future.""About!Mr.!Angel:!"Ben"Angel"is"Australia's"leading"personal"branding"specialist"and"founder"of"www.benangel.com.au"."He"shares"his"strategies"for"becoming"a"world"class"leader"with"over"30,000+"online"fans"and"is"a"regular"contributor"to"media"internationally.""Contact"Ben"Angel"###!

Page 50: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

50" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

PRESS!RELEASE!SAMPLE!#6:!!!

How!to!Find!an!Investment!Property!with!High!Returns!Realtor"shows"Australian"investors"how"to"find"high"returning"investment"

properties"on"a"shoestring"budget.""The"recent"global"financial"crisis"has"taken"its"toll"not"only"on"property"owners"but"investors"as"well." " " Banks"have" tightened" their" lending" criteria" so" less"people" are" able" to"purchase"investment" properties" due" to" new" lending" requirements." " The" end" result" is" a" real" estate"market" that" hasn’t" performed" that" well" and" has" created" a" situation" that" has" left" many"investors" looking" for" other" avenues" of" investment" as" an" alternative" to" poor" property"returns."""One"of"Melbourne’s" leading"Realtor’s"claims"that" investors"shouldn’t" lose"hope"on"finding"an"investment"with"high"returns,"they"just"need"to"think"outside"the"box"and"shop"smarter."""Mr."James"House"of"HHH"Property"has"recently"introduced"his"Investment"Workshop"series"where" he" shows" those" with" the" minimum" investment" how" they" can" capture" a" high"returning"investment"property.""""Mr."House"says"“the"market"is"down,"so"property"prices"are"down"but"in"some"areas"that"is"purely"due"to"the"number"of"mortgagee"sales"and"does"not"reflect"the"rental"returns"on"the"property”.""""Through"his"workshops"Mr."House"helps" investors" identify"high"return"properties" in"areas"they"may"not"have"considered"investing"in"before.""Mr."House"says"he"has"put"hundreds"of"hours" into" studying" the" market" so" he" can" bring" the" end" result" to" Australians" and" help"others"find"these"investment"opportunities.""He"believes"he"has" identified" the"key"areas"of"Australia" that"are"prime" investment"areas.""His"workshops"will"be"held"online"via"webinar"to"allow"the"wider"population"to"attend"the"seminars"and"learn"how"to"invest"in"the"target"areas."""About!Mr.!House:""Mr."House"has"worked"in"the"real"industry"for"over"25"years"and"is"often"called"upon"by"the"Australian"media"for"his"input"regarding"current"property"trends."""Contact:"Mr."James"House"Phone"Email"!###!!!!!!!!!!

Page 51: INSTANT PUBLICITY SYSTEM FINAL EDIT · 2014-11-30 · “Now,”"says"influence"and"business"expert"Ben"Angel,"“small"business"owners"must"do" " " " " " " "! "! "!

51" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

PRESS!RELEASE!SAMPLE!#7:!!!

Are!Your!New!Year’s!Resolutions!Sabotaging!Your!Success?!Leading"Life"Coach"says"making"a"New"Year’s"Resolution"creates""

negative"mindset"which"holds"us"back.""One" of" Australia’s" leading" Life" Coaches," Miss" Jenny" Brain" has" issued" a" challenge" to" all"Australians"to"stop"the"New"Year’s"Resolutions.""Miss"Brain"says"that"“we"make"these"rash"statements"every"year,"usually"after"a"night"of"partying,"and"then"in"the"cold,"hard,"light"of"day"we"realise"that"there"is"no"way"we"can"achieve"these"goals”.""""Instead"of"putting"in"place"resolutions"each"year,"Miss"Brain"says"we"should"be"focusing"on"the"positives" in"our" life"and" living"the"best" life"we"can"rather"than"starting"a"new"year"off"with"a"negative"attitude."""Miss"Brain"has"joined"with"fitness"expert"Mr"Rod"Bike"and"Dietician"Mr"Rob"Peach"to"create"a"New"Year’s"coaching"program"that"focuses"on"living"a"healthy"life.""Miss"Brain"says"“most"people"make"resolutions"about" things" they"have" tried"numerous" times" to"change"such"as"weight"loss"or"smoking.""Just"because"you"make"a"New"Year’s"resolution"doesn’t"mean"you"now"have"the"tools"to"achieve"those"goals."In"fact,"if"anything"it"is"the"complete"opposite”.""Mr"Bike"says"he"was"approached"by"Miss"Brain"and"just"loved"her"philosophy.""He"says"she"is"an"inspirational"teacher"and"that"he"was"quick"to"take"up"her"offer"to"become"involved.""He" says" that" “my" aim" is" to" teach" people" how" easy" it" is" to" live" a" healthy" life." " My" skills"combined"with"the"program"created"by"Miss"Brain"and"the"guidelines" from"Mr"Peach"will"ensure"our"clients" feel"a"sense"of"purpose"and"achievement" to"start" the"year" rather" than"beginning"with"a"negative"mindset.""This"outlook"will"make"all"the"difference"to"their"year”."""The"program" is" an"online" training"program" that"utilises" the" functionality"of"webinars"and"email"together"with"a"tailor"made"membership"site"to"give"members"complete"access"to"all"three"experts"as"well"as"a"tailored"program"specific"to"them.""""About!Miss!Brain:" "Miss"Brain"has"been"a"Life"Coach"for"the"past"ten"years"and"has"been"mentored"by"some"of"the"biggest"names"in"the"business"both"here"and"overseas."""Contact:""Miss"Brain"Phone:"Email:"!###!!!!!!!!!!!

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52" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

PRESS!RELEASE!SAMPLE!#8:!!!

Survey!Finds!x!People!on!the!Poverty!Line!Australian’s"should"hang"their"heads"in"shame"over"a"recent"finding"that"30%"of"

their"fellow"countrymen"and"women"live"on"or"below"the"poverty"line.""The"survey"carried"out"by"BBB"Research"has"raised"some"serious"questions"about"the"“real”"living"situation" in"Australia." " "BBB"Research"Manager,"Mr."C.U."Later"says"that"“the"survey"has" revealed" a" very" class" based" system" in" Australia." " This" isn’t" something" that" we" are"comfortable"with"in"this"country"yet"it"is"something"we"have"allowed"to"develop”."""The"survey"has"shown"that"many"families"are"struggling"to"survive"on"less"than"what"should"be"the"average"wage"and"that"single"people"on"low"incomes"have"to"share"accommodation"with"up"to"four"others"just"to"make"ends"meet.""Survey" participant,"Miss" B."Me" says" that" as" a"woman" in" her"midctwenties," she" struggles"week"to"week"just"to"have"enough"to"eat"and"have"a"roof"over"her"head." "Coming"from"a"blue"collar"background,"Miss"Me"works"as"a"factory"hand"and"despite"working"fifty"hours"a"week"she"is"only"paid"minimum"wage"with"no"overtime"allowance."""When"asked"why"she"tolerates"these"conditions"she"stated"that"“without"qualifications," it" is"a"case"of"having"to"take" whatever" work" you" can" get" and" employers" know" that" so" they" play" on" it.""Unfortunately," they" can" get" backpackers" or" new" immigrants" to" work" under" these"conditions"so"the"rest"of"us"have"to"as"well"if"we"want"to"keep"our"jobs.""There"are"so"many"businesses" that"don’t"pay" the" right"wages"or"provide"good"working" conditions"and" it"has"been"allowed"to"continue"for"too"long”.""""Mr." Later" attempted" to" contact" Fair" Work" Australia" regarding" these" claims" and" was"appalled"at"the"response"he"received."""He"says"“the"officials"really"have"their"heads"in"the"sand" when" it" comes" to" what" they" perceive" are" “average”" wages." " Most" people" are" not"earning"what"they"deem"to"be"average"wages"so"their"statistics"are"right"off"target.""If"this"continues"we"will"end"up"with"a"situation"similar" to" the" trailer"park" living" in"America"and"that"would"be"a"national"disgrace"in"our"land"of"sweeping"plains”.""Mr." Later" is"more" than" happy" to" discuss" the" survey" results" with" government" officials" or"leading"industry"bodies"but"to"date"none"have"accepted"his"request"to"meet"with"him."""About!Mr.! Later:" "Mr." Later"has"been"at" the"head"of" leading" research" in" this" country" for"some"twenty"years"and"involved"in"ground"breaking"studies"during"this"time."""Contact:"Mr."Later"Phone:"Email:!!###!!!!!!

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53" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

PRESS!RELEASE!SAMPLE!#9:!!!

Why!The!Prime!Minister!of!Australia’s!Reign!Is!Over!Recent"studies"show"that"Australian"business"women"have"lost"confidence""

in"the"country’s"first"female"Prime"Minister.""XYZ" Business"Magazine" Editor,"Ms." Joanne" Bloggs" has" recently" undertaken" a" nationwide"study" of" Australian" business" women" in" regard" to" the" Prime" Minister’s" effectiveness" in"leading"Australia.""Ms."Bloggs"says"“I"undertook"the"study"because"there"seemed"to"be"an"increase" in" the"emails" I"was" receiving" from"Australian"businesswomen"who" felt" that" they"had"been"forgotten"about"by"a"government"that"was"led"by"a"woman”."""The"study"took"place"by"private"online"survey"and"was"completed"by"some"2500"Australian"business"women."""The" questions" asked" were" centered" on" the" needs" of" women" in" business" including" such"topics"as"working"hours,"pay" rates," respect" in" the"workplace," leadership" roles" for"women"and"general"resources"for"women"who"owned"their"own"business.""One" participant,"Ms." X" stated" “I" feel" that" Australia" should" have" prospered" under" female"leadership," however," due" to" the" involvement" by" Ms." Gillard" with" the" Unions," it" would"appear"we"are"not"being"led"by"a"woman"at"all"but"simply"buy"a"female"figure"being"used"as"a"puppet"for"the"male"dominated"union"movement”.""Among"the"things"survey"participants"feel"Ms."Gillard"should"have"acted"on"were:""1." Sexual"harassment"in"the"workplace;"2." Bullying"towards"women"in"male"dominated"fields;"3." Advancement"of"women"in"the"workplace.""The"most"common"request"was"that"there"be"more"“think"tanks”"about"the"role"of"women"in"Australia’s"business"environment"and"that"action"be"taken"from"those"events.""""Ms." Bloggs" tells" us" that" “it" is" one" thing" to"hold" “think" tanks”" or" studies" but" it" is" another"thing"entirely"to"actually"put"the"results"into"action"and"create"change”.""This"she"believes"is"where"Ms."Gillard"has"let"Australian"women"down"and"will"ultimately"lead"to"her"losing"her"reign"as"Australian"Prime"Minister"at"this"year’s"election."""About!Ms.!Bloggs." " "Ms." Joanne"Bloggs"has"been"Editor"of"several"high"profile"magazines"including"BBB"Magazine"and"SSS"Magazine." "She"has"held" the"position"of"Editor" for" some"twenty" years" and"has"been"at" the" forefront"of"many"of" the"advancements" for"women" in"business."""Contact:""Joanne"Bloggs"Phone:"Email:"!###!!!

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54" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

PRESS!RELEASE!SAMPLE!#10:!!!

How!to!Get!a!Pay!Rise!Without!Sleeping!With!Your!Boss!Six"out"of"ten"women"believe"sleeping"with"the"boss"is"the"only"guaranteed""

way"to"get"a"pay"rise"in"the"corporate"environment.""A" recent" survey" of" Australian" women" working" in" highcpowered" corporate" roles" has"produced"disturbing"results.""""The" survey" conducted" by" XYZ" Recruitment" Agency," has" raised" some" serious" questions"about" the"way" in"which" business" is" handled" in" this" country." " " " Head" of" XYZ" Recruitment"Agency,"Mr" Joel" XYZ" says" “we" just" couldn’t" believe" the" results" of" the" survey." "We"were"stunned"that"so"many"women"still"feel"that"sleeping"with"the"boss"is"the"only"way"to"obtain"a"pay"rise.""Have"we"learned"nothing"in"the"past"thirty"years?”""The"results"were"so"disturbing"that"they"urged"Mr"XYZ"to"make"his"survey"results"available"publicly"via"recent"television"appearances"on"programs"such"as"ABC"Daily"and"HIJ"Midday.""By"making"the"results"public"Mr"XYZ"is"aiming"to"open"the"topic"up"for"wider"discussion"and"get"relevant"Government"and"employment"bodies"involved.""He"says"“this"situation"cannot"continue." It" is" a" disgrace" that" women" are" still" being" made" to" feel" that" way" and" it" is" a"disgrace"that"the"business" leaders" in"this"country"feel"that" it" is"okay"to"treat"women"with"such"disrespect”."""Women’s"rights"advocate,"Ms"B."There"has"said"that"she"believes"this"is"an"area"is"that"is"all"too"often"swept"under"the"carpet"and"she"supports"Mr"XYZ"in"his"attempt"to"gain"greater"recognition"of" this"problem"and"hopefully"eradicate" this"mindset." " "Ms"There"says"“it"has"gone"on"for"too"long"and"it"is"well"overdue"that"men"and"women"take"a"stand"together"on"this"issue’."""Mr"XYZ"will"be"holding"a"public"forum"in"Sydney’s"HHH"Tower"at"12"midday,"Friday"the"30th"of" February" 2013." " Various" government" leaders" and" business"men"&"women" have" been"invited"to"attend"the"event."""About! Mr! XYZ:" " Mr" XYZ" is" a" respected" recruitment" specialist" in" the" field" of" corporate"recruitment"and"has"been"involved"in"various"government"think"tanks"on"the"issues"faced"by"corporate"workers."""Contact:""Mr"XYZ"Phone"Email"!

!

!

!!

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55" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Press!Release!Checklist!!!

Now"you"have"seen"the"general"look,"feel"and"layout"of"a"press"release"you"are"in"an"excellent"position"to"write"your"own"exciting"and"informative"releases.""To"help"you"capitalize"on"your"work"I"am"giving"you"my"press"release"checklist.""Before"submitting"your"release"to"the"media"outlets,"be"sure"to"tick"each"box"below"by"going"through"your"release"with"a"finectoothed"comb."It"takes"energy"and"effort"to"write"them"and"can"waste"hours"of"work"if"not"followed"through"appropriately."""

Check$Prior$To$Submitting$To$The$Media:$"

! Is"it"about"a"story"connected"to"you"or"your"business"but"not"the"business"its"self?""

"! Have"you"featured"a"third"party"commentator"in"it"to"increase"its"likelihood"

of" being" accepted?" Have" you" quoted" the" director" or" person" in" question"within"it?""

"! Is"it"genuinely"interesting?"Ask"other’s"opinions.""

"! Do"you"have"a"list"of"targeted"media"you"plan"to"approach?""

"! Have"you"researched"your"targeted"media’s"style"of"writing"and"publication,"

(write"one"of"their"articles"word"for"word"to"understand"it"appropriately)."""

! Have" you" scheduled" in" a" send" out" date" and" a" follow" up" time?" You" can"improve" your" chances" of" your" press" release" being" accepted" by" making" a"simple"followcup"call"to"ensure"they"received"it.""

"! Have"you"done"the"journalists"work"for"them"by"providing"them"with"extra"

information,"or"details"on"where"to"find"it?"""""""""""""""!

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56" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!

Common$Press$Release$Mistakes:$"Do"you"make"any"of"the"following?"Check"before"submitting"your"press"release"or"pitching"your"ideas.""

! Pitching"the"business"and"its"products"and"services"directly,"this"will"come"organically" if" your" story" is" solid" and" your" pitch" is" at" the" end" with" your"company"details"and"no"more.""

"! Expecting"a" response"back" from" the"media."A" response" should"never"be"

expected," they" don’t" need" you," you" need" them." Ring" them" and" build" a"relationship."This"takes"time"and"persistence.""

"! Sending"the"same"press"release"more"than"once."If"it"didn’t"get"in"the"first"

time," it"won’t" get" in" the" second" time." Recposition" the" story" and" submit"again"at"a"later"stage.""

"! Not" respecting" the" journalists" limited" time."When" speaking" to" them" on"

the"phone"keep"it"clear"and"succinct"and"only"provide"them"with"the"most"interesting" information." i.e." struggling" mother" overcame" her" fear" of"heights"due"to"new"hypnotic"technique…""

"! Not" understanding" the" publications/media’s" target" audience." Who"

reads/listens/watches"it?"You’re"writing"for"them,"not"for"you.""!!!!!!!!!!!!!!!!!!!

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57" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!The!Ultimate!Media!Kit!Template!+!Bonus!Sample!Piece!!!!Many" business" owners" solely" rely" on" a" press" release" as" their" publicity" tool."While"press"releases"are"phenomenal"tools," they"are"not"the"only"tools"you"must"have" in"your"publicity"armoury."""Today"I"am"arming"you"with"two"highly"important"tools"to"help"instantly"capture"the"attention" of" key" influencers" and" put" your" business" in" the" limelight." These" two"powerful"resources"are"the!Ultimate!Media!Kit"and"The!Media!One!Page.""These" two" tools"will" transform"the"way"media"perceive"you"and"how"you"perceive"yourself"by"helping"you"refine"and"clearly"state"your"core"messages,"the"topics"you"could" potentially" provide" expert" commentary" on" in" the"media" and" show" off" your"unique"niche"which"will"help"you"become"a"recognizable"expert"quickly.!!I!am!sharing!these!powerful!tools!in!template!form!so!that!you!can!adapt!them!to!suit!your!niche,!your!message!and!your!specific!campaign.!!But!before!we!get!onto!these!amazing!tools,!I!want!you!to!work!your!way!through!the! checklist! below." This" will" put" you" in" the" best" position" possible" for" attracting"much"coveted"media"coverage"and"guarantee"you"are"ahead"of"your"competitors"in"the"race"for"top"media"spot."

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58" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Chapter!5!"

The!Ultimate!33!Point!Publicity!Checklist!

Proven"&"effective"ways"to"troubleshoot"your"publicity"strategies"&"uncover"INSTANT"opportunities.""

!Here!are!33!of!my!all\time!top! ‘must\know’!tips!on!how!to!get! featured.!Prior!to!sending!out!a!press!release!or!creating!your!media!kit!or!one!page,!read!each!tip!in!detail! below! and! see! how! you! can! apply! it! to! your! situation! to!make! you! even!more!newsworthy!than!ever!before."""Now,"although"these"tips"may"seem"simple"–"getting"media"exposure"in"fact"is."And"what"you’re"about"to"read"will"help"you"get"featured"on"national"TV"and"radio"and"in"newspapers"to"magazines"like"many"of"my"clients"have"already"done.""1.!Friendship!first,!business!second:"Counterintuitive"I"know"however"journalists"get"pitched"at"hundreds"of"times"a"day"by"eager"individuals"such"as"yourself."Be"the"voice"that" stands"out"because"you"care"about"assisting" them"with"a"great" story,"not" just"your"own"desire"to"get"more"clients."""2.! Get! in! front! of! the! media! whenever! you! possibly! can," i.e." any" special" media"related"events"so"they"can"put"a"face"to"your"name"and"relate"to"you"more"closely."""Don’t!underestimate!the!value!of!local!media!events.!!Big!stories!often!spring!from!small,!locally!reported!news!items.!!Get!to!know!your!local!media.!"3.! Create! a! compelling! personal! brand! that! instantly! states! what! you! do." If" a"journalist"can’t"peg"you"in"a"hole,"they"will"find"someone"else"that"fits"perfectly."Have"your" niche" and" stick" to" it," this"will" quadruple" your" coverage."Download" your" FREE"copy"of"my"book"‘Sleeping"Your"Way"to"The"Top"in"Business"–"The"Ultimate"Guide"to"Attracting"&"Seducing"More"Customers’"to" learn"how"to"craft"a"personal"brand"the"

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59" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

INSTANTLY" attracts" the" attention" of" key" influencers" by" visiting"www.benangel.com.au/sharethelove"""4.!Target!your!media!carefully."Don’t"apply"a"scattergun"approach."Go"for"industry"publications"that"appeal"to"your"target"market"and"create"credibility"by"association."""5.! Have! pictures! ready! to! go." Journalists" are" busy" as" it" is," by" having" pictures" of"yourself"or"you"doing"business"with"clients"you"save"them"time"and"if"you"save"them"time"they"are"more"likely"to"go"with"a"story"surrounding"you"and"your"business."""How! long! is! it! since!you!had!your!photos! taken?! !How!accurately!do! they! reflect!your!business!branding?!"6.!See!it!as!an!honor!not!a!privilege!to!get!into!the!media."It"takes"consistent"work"to"get"coverage,"not"one"press"release"that"wasn’t"followed"up"(more"people"do"this"than"you"think)."Be"patient"and"consistent."""7.!Subscribe!to!media!channels!that!alert!you!of!media!opportunities,"i.e."one"of"my"favorite" Australian" sites" is" www.sourcebottle.com.au" ." The" best" American" site" is"www.haro.com""Journalists"proactively"conduct"what’s"known"as"‘media"callcouts’" in"which"they"will"send"out"a"request"for"an"expert"in"a"particular"field."Here’s"an"example"of"a"callcout"from"HARO"seeking"social"media"expertise."""""14)"Summary:"Marketing"your"business"through"social"media"""Name:"(Name"Ommitted)"Technology"for"Business"Sake"

Category:"Business"and"Finance"""Email:"[email protected]""Media"Outlet:"Technology"for"Business"Sake""Deadline:"11:00"PM"EST"c"27"February"""Query:"""Social"media"is"changing"the"way"we"communicate"and"market"business."We"would"like"to"hear"how"you"and"or"your"business" is"utilizing"social"media"to"grow"&"market"your"business,"and"being"in"closer"touch"with"your"clients"as"well"as"any"tips"shared"would"be"a"plus."""

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60" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

When"responding"to"these"media"callcouts,"provide"links"to"articles"you"have"written"on"the"topic"they"are"requesting."I"find"many"times"I"won’t"even"have"to"conduct"an"interview,"because"I"simply"draw"their"attention"to"a"blog"post,"from"which"they"can"quote"me"from."""This"makes"getting"media"quick"and"effortless."""Blogging" and" posting" up" regular" articles" on" your" area" of" specialty" provides"media"with"an"INSTANT"source"they"can"turn"to"and"quote"from."""Make"their"job"easy"and"they"will"feature"you"frequently."""And,"remember"when"responding"directly"to"media"callcouts,"keep"your"emails"short"and"succinct"and"provide"them"with"‘exactly’"what"they"are"asking"in"their"callcout."""Also,"respond"quickly!"""The"early"bird"catches"the"worm."""I"can’t"even"begin"to"tell"you"how"much"media"coverage"myself"and"my"clients"have"easily"generated"by"responding"to"callcouts."""8.!Create!a!list!of!your!media!targets"and"place"into"an"excel"spreadsheet"so"you"can"keep"track"of"who"you"have"communicated"with"and"when."""9.!Approach!them!by!crafting!a!cleverly!written!press!release,"media"kit"or"one"page"that"provides"enough" information"to"capture"their" interest"but"not"enough"to"bore"them" to" tears." Be" selective" of" the" content" and" keep" asking" yourself" “Is" this" line"necessary" or" can" it" be" culled?”" This" will" enable" you" to" craft" a" clear" distinct" and"compelling"message."""10.! ! Follow! up.! Always! follow! up! your! press! release! or! media! kit" with" either" a"phone"call"or"an"email."Never"send"the"same"press"release"or"story"ideas"more"than"once," it" bugs" the" hell" out" of" them"–" if" they"weren’t" interested" the" first" time" they"won’t" be" the" second," unless" you" put" another" spin" on" it" more" targeted" to" their"audience.""Don’t! expect! them! to! love! your! story! just! because! you! do.! ! Rejection! is! not!personal.! ! Sometimes! it’s!due! to! timing!or!not!enough! relevance! to!your! chosen!media.!!Ask!for!feedback!from!the!journalist!and!find!out!what!you!can!do!better.!"

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11. Prior!to!writing!your!media!kit,!write!at!least!10!different!headlines!or"angles"that"you"can"take!that"are"potentially"newsworthy."Skim"the"list"and"choose"the"top"five" to" focus" your"media" around." Are" these" angles" new" and" unique" or" have" they"been"covered"in"the"media"over"and"over"again?"Say"the"same"thing,"but"just"say"it"differently."!!12. Look!like!you!know!what!you!are!talking!about.!The"subconscious"mind"literally"seeks"to"find"a"fit!between"the"way"someone"looks"and"the"role"that"they"play" in"our"lives"–"no"fit"means"no"coverage."Style"yourself"appropriately"for"the"channel"or"medium"you"are"targeting."!!13. Make!yourself!available!for!interview!at!a!moment’s!notice.!Media"can"be"called"upon" to" complete! a" story" within" a"matter" of" hours." If" you" are" not" available" they"cannot" wait" for" you," they" must" go" elsewhere." Most" interviews" only" take" 10c15"minutes"at"maximum"and"can"result"in"coverage"in"front"of"hundreds"of"thousands"of"prospects."!"What!might!stop!you!from!accepting!an!interview?!E.g.!child!minding!issues.!!Plan!ahead!now.!!List!them!and!identify!potential!solutions.!!14. Have! a! stock! of! articles! on! your! blog! for"media" to" go" over" and" check" your"quality." They" will" check! out" your" social" media" channels" and" website" prior" to"contacting"you"to"see"if"you"are"credible"and"your"quality"of"content"is"worthy"to"be"put"in"front"of"thousands"of"audience"members."!!15. Be!a!source!for!journalists.!Refer"journalists"to"other"key"experts"to"assist"them"with"other"articles!or"features"they"may"be"working"on."They’ll"greatly"appreciate"it"and" keep" coming" back" to" you" for" assistance." This" is" how" friendships" evolve" and"regular"coverage"is"obtained"because"you"are"always"frontcofcmind."!!16. Know!your!stuff.!Write"out"a"list"of"questions"media"could"potentially"ask"you"and" rehearse" your! ‘sound" bytes.’" You" only" get" one" chance" to" say" something"quotable,"if"it"isn’t"they"won’t"use"it."!!17. Have! a! solid! angle! that! stands! out! above! the! rest.! Journalists" get" tired" of"covering" the" same" thing!over"and"over"again," i.e."Christmas,"Mothers" /" Fathers" /"Valentine’s"Day."Offer" them" something"unique"and" you’ll" fling" the"door"open" for"fantastic"media"coverage."!!18. Record!short!educational!videos!around"your"area"of"expertise"and"post"on"your"site"(not"buried"in!your"web"pages)."They"must"demonstrate"quality"of"content,"your"

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expertise" and" your" presence." You" must" hold" your" own," they" want" someone"confident"not"someone"that"second"guesses"themselves."!"What!topics!can!you!choose?!!Who!will!film!them?!!Research!your!options!today!and!start!preparing!your!videos.!!19. Do!your!research!prior!to!approaching!them.!Check"for"any"relevant"statistics"or"studies"that"have!recently"been"released."The"media"thrive"on"current"research"as"it"adds"credibility"to"their"story."!!20. Don’t! shy! away! from! the! camera.! If" there" is" a" photo"opportunity" available"be"prepared." This"means! looking" fresh" and" alert," i.e."makecup," clean" pressed" clothes"and"nothing"out"of" place." Your" visual" impression" in" the"media" is" paramount" to"be"taken"seriously"by"readers"and"viewers."!"You!need! to! look!professional.! ! If! you!are!not! sure! that! your! look!matches! your!branding,!seek!the!services!of!an!image!professional.!!The!investment!will!pay!for!itself!when!you!look!and!feel!in!command!of!all!situations.!!21. Provide! a! third! party! for! the! journalist! to! interview.! Don’t" make" the" story"about" you"or" your!business."Make" it" about" the" stories" that" are" attached" to" your"business," i.e." client" case" studies" and" who" you" have" impacted." This" is" 100" times"more"newsworthy"than"a"blatant"plug."!!22. Give!journalists!at!least!two!weeks’!notice!for"an"upcoming"story,"more"if"it"is"around" a" particular! event" or" you" are" pitching" to" a" magazine." They" are" busy"individuals,"respect"their"time"and"they"will"respect"you."!"23. Keep!it!short!and!simple.!This"goes"for"press"releases,"emails"and"telephone"conversations."Dot!points"are"a" journalist’s"best" friend"as" it"makes" their" job" so"much"easier."!

24. Work!on!your!presence!by"believing"in"what"you"are"doing"and"saying."Whether"on"TV,"radio"or"in!print,"a"distinct"style"and"presence"is"required"to"directly"influence"the" journalist"and"the"reader."Craft"a"unique"personal"brand"that"has"mass"appeal"and"emotionally"and"energetically"engages"your"audience."!

25. Jump!on!breaking!news! that! is! relevant! to! your! industry! sector,! i.e." recent"research" that" has" just! come" out."Write" this" into" your" press" release" and" send" it"immediately"before"someone"else"does."!

!

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26. Tie! in!pop!culture!or!stories!of! the!moment! to"make"it"‘now’"and"instantly"appealing" to" a" wider! audience," especially" when" going" for" national" media"coverage,"i.e."politics,"musicians,"special"causes."!

Develop!a!system!for!staying!on!top!of!local!and!industry!relevant!news.!Create!Google!Alerts!to!send!related!news!straight!to!your!inbox.!!Ask!a!team!member!to!scan!the!newspapers!each!morning.!!What!else!could!you!do?!

27. Share!your!enthusiasm!and"passion"with"the"media,"if"you’re"not"excited"neither"will"they"be.!!

28. Never!give!up.!Don’t"stalk"them"but"don’t"give"up"either."If"they"didn’t"pick"up"your"first"release"or!respond"to"your"media"kit,"they"may"pick"up"the"next"one."Keep"coming"up"with"compelling"new"angles"until"you"get"your"first"break."!

29. Never!attach!your!press!release!in!a!document.!Attachments"can"get"caught"in"spam"filter’s,"not!only" that"but" is"also"slows"down"a" releases" readability."Place" the"content"and"any"pictures" in" the"body"of"an"email" so" they"can"scan" it"and"check" its"relevance"within"a"couple"of"seconds."!

30. Mention! previous! media! exposure.!Where" possible" mention" that" you" have"been"featured"in"past!media"(only"if"you"have"of"course)."This"establishes"instant"credibility"and"means"you"won’t"have"to"convince"them"of"your"credibility."!

Do!you!have!a!media!page!on!your!website?!!If!not,!make!sure!you!add!one.!!It’s!not!only!journalists!who!will!be!assessing!your!credibility."

31. Jump!a!shark.!When"a"TV"shows"ratings"are"flailing"producers"will"often"create"an"outrageous!storyline"seemingly"from"nowhere"to"capture"the"viewer’s"attention"again,"aka"‘jumping"a"shark.’"What"can"you"do"to"be"the"stand"out"in"your"industry"by"jumping"your"own"shark?"!

32. Conduct! a! survey.! Conduct" a" survey" of" your" database" and" present" it" to" the"media."The"media!generally"needs"at"least"1000"individuals"to"have"participated"in"it"to"take"it"seriously,"nonetheless" it" is"a"sure"fire"way"to"grab"their"attention"and"do"some"great"market"research"on"your"end."!

33. Reinvent!yourself.!If"you"have"been"declined"in"the"past,"find"out"why."Ask"the"journalist"why"you!or"the"press"release"wasn’t"of"interest."Don’t"expect"a"response,"nonetheless"if"you"get"one"you"will"be"provided"with"useful"advice"on"what"not"to"do"next"time"round"to"increase"your"chances."!

And! now,! with! these! tips! in! mind,! you! are! ready! to! discover! the! powerful!templates!that!I!mentioned!earlier.!"Here"is"the"first…"

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!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Chapter!6!"

Tools!To!Help!You!Get!Publicity!How"to"create"visually"appealing"material"that"increases"

your"likelihood"of"getting"featured"consistently."" !!Knowing! where! to! start! and! how! to! pull! all! of! your! information! together! and!present! it! to! the!media! in! such!a!way! that! it! instantly!captures! their!attention! is!hard!at!the!best!of!times."""That’s" exactly"why" I’ve" included"on" the"next" page" a" sample"of"my"personal"media"one"page." I’ve" received" compliments"on"my"one"page" from"producers" from"shows"such"as"The"View,"Good"Morning"America"and"Fox"News."It’s"simple,"it’s"clear"and"it’s"easy" to" see" why" they" would" book" me" for" a" segment" –" and" indeed" (once" you’ve"completed"yours),"why"you"too"will"be"instantly"more"appealing.""Emulate"this"piece"in"your"own"industry"to"quickly"and"easily"create"a"one"pager"that"you"can"send"to"the"media"to"spark"their"interest"and"pitch"not"just"one"story"idea,"but"many"that"might"fit"their"audience.""As! you’ll! see! by! the! one! page,! it! is! made! up! of! a! few! key! and! highly! critical!components!that!must!be!included,!such!as;""

• Strong"overarching"headline"that"clearly"states"what"it"is"that"you"do;"!!

• A"paragraph" that"explains" ‘why’"you"do" ‘what’" you"do,"otherwise"known"as"your"‘background’"story;"!

!• Credentials;"including"previous"experience,"online"following,"brand"names"or"

notable"clients"you’ve"worked"with;"!!

• Photographic"image"of"‘you’"or"your"‘spokesperson’"as"the"expert;"!!

• 10" Story" ideas" they" could" possibly" use" on" their" TV" or" radio" show," in" the"newspaper,"blog"or"magazine"to"help"make"their"life"easier;"!

!• Books"/"product"pictures;"!

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• Media"testimonials"for"further"credibility;"!!

• Contact" information" (if" targeting" international" media" ensure" you" include" a"contact"number"in"their"own"country,"or"at"least"a"Skype"phone"number"and"state"your"international"availability);"!

!• And,"most" importantly"have"it"professionally"designed"by"a"graphic"designer"

that"can"take"it"to"an"entirely"new"level"of"professionalism."I"cannot"express"this" enough." Poorly" designed" graphics" make" a" brand" appear" cheap" and"untrustworthy." Do" not" take" the" risk." It" could" cost" you" a" free" audience" of"hundreds,"if"not"millions"of"prospective"clients."!

"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!SAMPLER:!MEDIA!ONE!PAGE!"To"create"your"own,"write"out"the"sample"one"pager"below"word"for"word"to"get"an"idea"of"the"style"and"feel"of"writing"you’ll"need"to"emulate"in"your"own"version."Then,"write" it" out" for" your" own" industry" ensuring" that" you’ve" tailored" it" to" your" specific"situation.!

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!!!!!!

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!THE!ULTIMATE!MEDIA!KIT!TEMPLATE!!!This!is!the!second!of!my!templates.!!I!call!it!my!Ultimate!Media!Kit.!!If!you!follow!this!example!you!will!be!holding!a!powerful!media! tool! that!WILL!make!you!and!your!business!stand!out! in!the!crowd.""This"kit"builds"on"the"groundwork"you"have"laid"with"your"media"one"piece.""Once" you"have" captured"media" attention"with" your"media"one"piece"or"with" your"press" release" it" is"more" than" likely" they"will" request" further" information" from"you."They"will" conduct" a" background" check" to" see" if" there" is" depth" to" your" story," your"media"ideas"and"your"knowledge."This"is"where"the"Ultimate"Media"Kit"really"comes"into"play.""This" version" is" larger," provides" further" detail" and" does" the"work" for" the" producer,"editor"or" journalist"making" it"easy"for"them"to"pick"you." It"even"gives"them"sample"questions" they"could"ask"you" live"on"air" in"an" interview"and" the"approximate" time"the"answers"would"go"for."""Read" through" this" template" several" times"before"you"write" your"own"version." I" do"however"recommend"completing"your"one"page"first"so"you"finectune"your"message"first"before"diving"into"the"next"powerful"step."!

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!

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!

!

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!

!

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!

!

!

!!

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!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Chapter!7!"

Tips!For!Writing!Articles!&!Securing!Your!Own!Feature!Columns!

Uncover"insider"secrets"to"securing""features"&"sales.""

"So" far" in" The! Instant! Publicity! Marketing! System" we" have" looked" at" how" to" put"together"a"pitch"for"a"news"story,"how"to"present"it"to"the"media"and"how"to"share"your"story"using"press"releases."""There"is"another"way"to"capture"media"attention"and"that"is"through"article"writing.""As" a" business" owner" you" probably" know" that" you" should" be" writing" articles" to"support"your"business"but"did"you"know"that," if"written"properly," they"can"also"be"great"tools"for"attracting"publicity?"""

!!!!!!!!!!!!!!!!!!!!!!Why!articles!are!a!great!way!to!get!media!attention!quickly!"

If"you"want"to"build"credibility,"nothing"works"better"than"sharing"your"knowledge."You" probably" remember" that" child" at" school" (there" is" always" one!)" who" was" a"walking" encyclopedia." "Whenever" you"wanted" to" know" something," you" just" asked"him.""It"works"the"same"way"in"business.""""Everyone"wants" to" get" the" “right”" answer" and" they"will" search" until" they" find" the"person"who"looks"and"sounds"like"an"expert,"or"a"walking"encyclopedia"on"the"topic.""The"media"works" in"exactly" the"same"way." " Journalist’s" research"online"and"offline"and" if" you" have" created" enough" quality" content," you" will" be" the" person" they"discover.""

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Wellcwritten"articles"show"that"you"know"what"you"are"talking"about"from"a"real"life"point"of"view"as"well"as"from"the"authoritative"and"statistical."Articles"which"include"facts"add"to"your"perceived"credibility.""""It’s!all!about!perception,!"

• You"are"published"–"you"must"be"good."• Your"articles"pop"up"in"the"right"search"results"–"you"must"know"something"• You"quote"statistics"–"you"know"your"stuff"• People"link"to"you"–"others"see"you"as"an"expert,"too."

"If" you"are"going" to"write,"make" certain" that" the"articles" you" choose" to"publish"are"accurate"and"on"target.""If"you"are"publishing"online,"use"keywords"to"help"the"article"be"found"by"search"engines.""!

!!!!!!!!!!!!How!to!write!articles!that!capture!the!media’s!attention!!!

It" is" essential" to" understand" that" there" are" PR" opportunities" available" to" you" by"writing" articles" that" not" only" appeal" to" the"media," but" show" your" knowledge" and"prove"your"credibility.""""Even"better,"these"same"articles"can"be"written"in"a"way"that"leads"readers"to"your"products"or"services"and"ultimately"to"a"sale.""If" you’re" going" to" write" an" article," make" it" work" its" butt" off" for" you."""There" are" three" key" steps" in"writing" the" perfect" article" –" the" one" that"makes" the"media" and" your" ideal" client" stop" and" say" “That’s" what" I’ve" been" looking" for!”""""STEP!1:!Identify!challenge!faced!by!the!media!audience.!""If"you"have"targeted"the"right"journalist"or"the"right"media"they"will"be"presenting"stories"of"which"are"very"relevant"to"your"market.""The"best"way"to"catch"their"attention"is"to"show"that"you"understand"what"is"happening"to"their"readers."""You"need"to"show"that"you"can"answer"these"questions:""

• What"is"happening"to"the"people"in"your"market?"• How"are"they"feeling"about"it?"• How"is"it"affecting"their"daily"lives?"• What"will"happen"if"the"problem"isn’t"solved"or"if"it"worsens?"

"The"answers"to"these"questions"should"weave"the"emotion"and"strain"through"them"and"that"has"two"purposes.""First,"you"capture"the"attention"of"your"ideal"market"

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instantly"and"they"will"read"further.""Second,"the"journalist"will"have"some"insight"into"your"level"of"expertise.""For"example,"any"of"the"pitch"ideas"you"wrote"down"earlier"could"easily"be"turned"into"an"article."In"fact,"it"could"be"the"key"to"getting"a"media"opportunity"across"the"line."""STEP!2:!Outline!key!tips!to!help!them!solve!it."""Your"article"has"to"be"worth"reading"so"provide"some"valuable"information"and"a"few"helpful"tips."The"content"has"to"be"good"so"both"the"journalist"and"your"ideal"client"keep"reading.""You"have"to"show"them"that"there"is"a"solution"after"all,"and"you"know"what"it"is."YOU"are"the"person"who"has"the"answers."""""STEP!3:!Build!the!need!for!your!service."""You"have"offered"hope"and"now"you"can"offer"help."Share"more"information"with"your"reader"by"sharing"tips"that"are"elaborated"on"in"greater"detail"in"your"entryclevel"product"/"service."Promise"them"more"and"show"them"the"easy"way"to"access"it."This"will"appeal"directly"to"your"client"but"it"also"proves"your"expertise"to"the"journalist.""""And!there’s!your!sales!funnel."""Segue"to"your"offer"by"making"it"conversational."You"are"writing"an"article,"not"sales"copy,"and"nothing"will"turn"your"reader"off"more"than"a"sales"pitch.""Don’t"interrupt"the"flow"for"the"journalist"so"keep"the"copy"flowing.""Offer"an"eBook"or"access"to"a"free" information"video." "Not"only"can"you"use"this" in"exchange" for" potential" clients" signing" up" to" your" list," it" is"more"material" that" the"journalist"can"read"if"they"would"like"to"follow"up"on"your"information.""Not"only"will"it" function" as" your" optcin" offer," it" is" another" form"of" article"which" evidences" your"expert"status.""Boost"your"credibility"by"adding"testimonials.""These"are"further"evidence"of"your"expertise"and"the"journalist"will"see"that"you"have"a"proven"track"record"of"success"in"your"field.""Articles"work"for"you"by"driving"traffic"to"your"site"and"proving"your"professional"expertise.""Articles!are!powerful!because!they!can!be!leveraged!for!years."""Your"existing"content"is"always"working,"attracting"new"clients"and"building"up"a"body"of"work"that"supports"your"expert"status."""""""

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Cleverly"written,"your"article"can"“kill"two"birds"with"one"stone”"and"give"a"double"boost"to"your"business.""Here!is!a!sample!article!that!has!media!appeal!and!also!fulfills!its!objectives!of!upselling!into!an!entry\level!product!or!service.!!"Read"closely"and"dissect"this"article"by"using"a"highlighter"and"noting"the"techniques"used"within."""Every"word"has"been"written"for"a"purpose.""!!!!!!!!

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SAMPLE!ARTICLE:!Here's!5!Marketing!Strategies!You'll!Need!If!You're!On!a!Budget...!"As!entrepreneurs,!we!always!like!to!think!that!every!cent!we!invest!in!our!business!will!somehow!come!back!to!us!tenfold!in!the!shape!of!much!needed!profits.!"Lately"however,"I"have"come"across"many"business"owners"who"don’t"really"know"where"to"invest"their"marketing"spend"and"focus"their"attention"in"this"volatile"economy."Or"worse"yet,"they’re"investing"in"marketing,"training"programs"and"websites"that"do"not"return"any"significant"income"in"the"long"or"short"terms.""Investing"in"marketing"strategies"that"generate"new"revenue"is"more"important"than"ever.""Small"business"owners"seeking"‘magic"bullet’"solutions"are"disappointed"when"they"see"their"marketing"dollar"fails"to"reach"as"far"as"they’d"hoped"and"the"time"they’d"invested"in"their"business"has"gone"to"waste.""Say"for"example"you"have"$3,000"to"invest"today"in"a"marketing"campaign"that"must"be"put"to"work"increasing"your"business’"revenue.""Where!should!you!invest!it?"

• Facebook"advertising?""• Search"engine"optimization?""• Google"Adwords?""• Networking"events?""• Direct"advertising"campaigns?""• "

The"options"are"endless.""So,!to!help!here!are!some!proven!marketing!strategies!from!work!with!my!clients.!"MARKETING!STRATEGY!#1:!Establish!an!online!marketing!system!that!will!generate!new!leads!and!convert!them!to!customers.!"Most"small"business"owners"have"a"simplistic"website."In"other"words,"it’s"filled"with"marketing"copy"that"is"all"about"who"they"are"and"what"they"do,"instead"of"who"their"customer"is"and"how"they"can"help"them."It"is"not"designed"with"the"end"objective"in"mind"c"to"convert"a"prospect"to"a"customer,"which"requires"automated"online"processes"executed"in"a"strategic"fashion.""Instead,"imagine"if"your"website"was"designed"to"sell"an"introductory"product"/"service"–"but"also"had"a"series"of"automated"processes"in"the"background"that"then"upsold"those"individuals"to"even"more"expensive"offerings"at"a"later"date"and"also"sent"followcup"marketing"campaigns"to"those"that"didn’t"purchase"on"their"initial"visit"to"your"site?""Investing"resources"in"an"automated"marketing"process"would"be"a"better"investment"than"spending"money"advertising"on"Facebook"campaigns"that"send"individuals"to"a"site"that"fails"to"reach"your"sales"objectives"to"begin"with."It’s"an"activity"in"futility.""

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77" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

"Establishing"structured"online"processes"would"guarantee"that"you’d"leverage"future"marketing"campaigns"more"effectively"by"generating"leads"you"can"market"to"at"a"later"date"–"something"that"could"position"you"miles"ahead"of"your"competition.""Take"your"marketing"strategy"to"your"website"developer,"do"not"rely"on"them"to"create"it"for"you"–"after"all,"you"are"the"driving"force"of"the"business"and"must"project"manage"it"to"generate"the"revenue"you"desire."You"must"also;""

• Craft"your"online"marketing"strategy"with"the"end"in"mind"–"i.e."leads"and"sales;""• You"must"ensure"any"‘holes’"in"the"online"strategy"are"plugged"in"which"prospective"

customers"may"in"fact"slip"through"and"cost"you"thousands"in"lost"sales"opportunities;""

• You"must"track"your"online"sales"results"on"a"weekly"basis"and"implement"key"strategies"to"improve"conversion"rates"consistently.""

• "MARKETING!STRATEGY!#2:!Execute!a!social!media!campaign!that!sends!your!‘message’!virally!and!actively!builds!your!prospect!list.!"Most"business"owners"know"which"products"and"services"they"need"to"sell"to"generate"an"extra"$3,000"in"revenue."It"could"mean"securing"one"speaking"engagement,"consulting"client"or"selling"85"copies"of"their"book"at"$34.95"each."Well,"what"if"you"invested"in"creating"a"social"media"strategy"that"generated"1000’s"of"new"Facebook"fans,"leads"and"effectively"closed"sales"in"an"automated"manner"(assuming"your"online"strategy"is"in"full"swing)?""When"I"created"the"‘Sleeping"Your"Way"to"The"Top"in"Business’"book"giveaway"campaign,"it"generated"over"3,500"new"Facebook"fans"and"sent"the"book"viral"to"later"achieve"over"10,000"downloads"and"grow"our"database"by"over"5,000"new"leads.""We"only"spent"$2,000"promoting"it"to"have"it"generate"a"six"figure"return"on"investment."What"can"you"give"away"via"social"media"that"can"effectively"market"and"grow"your"list"so"you"can"upcsell"them"to"various"products"/"services"later?"Most"of"my"clients"are"excited"about"changing"their"social"media"focus"to"bring"in"new"clients."But"the"big"question"is,"“Great!&What&are&the&steps&involved&to&create&and&execute&this&kind&of&marketing&strategy?”&"At"my"‘Profile,"Publicity"&"Profits"–"1"Day"Intensive’"coming"to"an"Australian"capital"city"near"you"this"August"2012,"I’ll"outline"for"you"the"entire"campaign"in"an"easy"to"understand"stepcbycstep"method"so"you"can"walk"out"and"create"it"within"a"matter"of"days"yourself."Learn"more"here.""We"have"limited"seats"left."As"a"favor"to"you"because"you"are"actively"looking"for"cost"effective"marketing"strategies"to"grow"your"business"now,"we’re"going"to"offer"it"to"you"not"at"the"original"price"of"$997..."not"even"at"the"discounted"price"of"$497."We’re"offering"it"to"you"for"our"cost"–"just"$97,"plus"I’ll"even"throw"in"a"list"of"30"media"contacts"to"help"you"get"your"business"in"front"of"even"more"prospective"customers"free."Learn"more"here.""MARKETING!STRATEGY!#3:!Create!a!keynote!and!promote!yourself!as!a!professional!speaker!to!key!industry!bodies...!and!make!money!while!you!do!it!!"

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78" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

"If"you"were"to"speak"at"key"industry"events"in"front"of"your"peers"and"prospective"clients,"you"could"effectively"boost"your"profile"and"generate"new"clients"at"the"same"time.""In"my"first"year"as"a"professional"speaker"I"was"hired"to"speak"at"over"60"business"events"in"Melbourne"Victoria"alone."I"was"not"only"paid"to"impart"my"knowledge,"I"was"also"inadvertently"paid"to"promote"my"products"and"services"by"default."You"see,"when"you"teach"your"information"passionately"in"a"niche"forum,"the"audience"will"always"request"further"information"from"you."That"is"your"sales"opportunity"right"there"and"the"great"thing"is,"you"get"paid"to"be"there"too!""Speaking"is"one"of"the"most"cost"effective"options"to"educate"your"clientele"not"only"on"what"you"do,"but"how"you"can"assist"them"reach"their"desired"outcomes."It’s"a"soft"sell"and"as"such"establishes"you"as"a"credible"figure"within"the"marketplace.""Here’s!a!checklist!of!what!you’ll!need!to!promote!yourself!as!a!speaker;""

• Packaged"personal"brand"that"resonates"with"your"niche;""• A"menu"of"keynotes"on"your"website"that"you"can"deliver"and"the"expected"

benefits"and"outcomes"of"each"one;""• Clothes"that"instantly"influence"event"organizers"and"audience"members;""• A"proposal"document"to"help"close"sales;""• A"solid"marketing"strategy"to"secure"engagements"on"an"ongoing"basis;""• A"list"of"companies"that"actively"pay"speakers"$2k"upwards"to"present.""

"MARKETING!STRATEGY!#4:!Create!affiliate!partnerships!in!which!you!pay!a!%!on!each!new!client!they!refer!–!nothing!upfront!!"For"less"than"your"marketing"budget,"you"can"approach"businesses"that"offer"complimentary"products"/"services"to"yours"of"whom"could"promote"your"offers"for"a"%"of"each"sale"they"refer"to"you.""This"highly"cost"effective"strategy"is"a"great"way"to"get"a"new"business"off"the"ground,"particularly"when"the"cash"flow"is"less"than"frequent."There"is"one"very"important"thing"you"must"know"about"affiliate"marketing"to"make"it"work"for"you"however;""You"/"affiliate"manager"must"drive"it."Having"information"about"your"affiliate"program"on"your"site"will"achieve"very"little"unless"you"are"receiving"over"10,000"webhits"per"month."Even"then,"you"must"engage"each"affiliate"regularly"to"follow"up"and"ensure"they"promote"your"programs"and"products"on"an"ongoing"basis"–"or"they’ll"forget"you"ever"existed.""MARKETING!STRATEGY!#5:!Run!a!publicity!campaign!that!puts!your!business!in!front!of!thousands!of!prospective!customers!for!next!to!nothing.!"Getting"your"business"featured"in"the"media"is"by"far"one"of"my"very"favorite"marketing"strategies"to"boost"sales"and"credibility."Distributing"press"releases"is"a"great"way"to"get"the"attention"of"journalists,"producers"and"editors"that"could"possibly"feature"you"in"their"publications"or"on"their"radio"or"television"shows.""""

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79" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

"A"client"of"mine,"Dr."Rebecca"Harwin"used"my"press"release"template"and"media"strategy"to"secure"coverage"in"magazines"from"Vogue,"CEO"Magazine"to"a"UK"publication"called"Health"&"Fitness."This"transformed"how"she"was"perceived"by"her"marketplace"and"automatically"positioned"her"as"the"go"to"person"in"her"field"overnight.""To"get"serious"traction,"distribute"a"press"release"to"a"list"of"media"contacts"every"second"week"to"secure"coverage"that"can"help"build"your"list,"credibility"and"ultimately"close"sales."If"you’d"like"a"media"list"of"Australian"contacts,"learn"more"about"my"upccoming"1"day"intensive."You’ll"receive"a"list"of"30"publications"at"the"event"to"help"you"get"coverage"quickly."Learn"more"here.""Benefiting!from!inexpensive!marketing!strategies!to!get!new!clients!is!easier!than!you!think.!"Facebook,!speaking,!publicity,!affiliate!programs!and!online!marketing!strategies!are!all!phenomenal!ways!to!get!new!clients!and!build!your!list.!!!It’s"easy"to"get"excited"about"all"of"the"lowccost"marketing"opportunities"that"are"available"to"market"your"business.""Where"I"see"many"business"owners"trip"themselves"over"is"in"failing"to"get"the"education"required"to"make"successful"use"of"each"one."It"ends"up"costing"them"tens"of"thousands"in"lost"sales"opportunities"and"potentially"years"in"wasted"time"fumbling"around"guessing"what"does"and"does"not"work.""Sure,"anybody"can"register"their"business"name"within"a"matter"of"minutes,"but"not"everyone"can"make"their"business"profitable,"which"is"why"I"am"putting"on"an"affordable"marketing"event"in"an"Australian"capital"city"near"you"called,"‘Profile,"Publicity"&"Profits"–"1"Day"Intensive.’""At"the"event"you’ll"learn"even"more"powerful"stepcbycstep"strategies"for"growing"your"profile,"attracting"publicity"and"boosting"your"profits"to"outcshine"and"outcsell"your"competition.""You"will"also"discover"how"to"get"on"national"television"&"radio,"in"newspapers"&"magazines,"build"a"profitable"personal"brand"and"generate"1000's"of"leads"within"days"using"economical"marketing"strategies"designed"with"impact.""Learn"more"here"–"early"bird"tickets"are"limited"and"selling"fast.""Until"next"time,""Ben"Angel"Author"|"Speaker"|"Trainer"!!!!!!

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80" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Fine\tuning!your!‘article’!!!

Study!the!sample!article!above.!What!other!elements!did!you!notice!within!it!that!stood!out!for!you?!Did!you!notice;!"

! It"seeded"a"client’s"results"to"help"paint"the"vision"of"what"is"achievable"when"working"with"me;""

"! It"seeded"my"own"personal"results"with"the"success"of"the"book"download;""

"! It" told" them" exactly" what" they" needed" for" their" marketing" campaigns" but"

didn’t"tell"them"how;"""

! There"was"a"segue"midway"through"into"the"event"promotion"and"at"the"end;"""

! It" first" sold" the" benefits" of" each" of" the" strategies" before" discussing" what"needed"to"be"implemented;""

"! Each"of"the"strategies"discussed"are"discussed"in"greater"details"at"the"event,"

i.e."building"the"need"to"attend"even"further;"""

! It" identified" lots" of" problems" that" the"prospect"may"be" facing" and"outlined"the"vision"repeatedly"throughout"the"entire"article.""What"else"stood"out"for"you"in"this"article?""

!_____________________________________________________________________________________________!!!!!!!!!!!!!!!!!

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81" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!Promote!your!articles!to!the!media!and!blogs!with!key!influencers!!

Once"your"articles"are"written"and"published"you"don’t"have"to"leave"them"there"and"simply"hope"they"will"be"noticed.""You"can"take"action"to"make!them"noticed.""Often" major" news" stories" start" due" to" an" influential" blog" breaking" the" news" or"featuring"a"key"expert."" "If"you"have"written"an"article"that"you"believe"is"worthy"of"media" attention," you"may"decide" to"promote" it" using" the"help" and" support"of" key"players"in"your"field.""This!is!where!your!on!and!offline!networking!efforts!can!pay!off.!!!!Dedicate"some"time"and"space"to"answer"the"following"questions"to"uncover"who"in"your"existing"networks"might"be"able"to"assist"you"in"promoting"your"article,"either"directly"to"media"or"to"their"own"database"of"prospective"clients."""List"as"many"as"possible."Look"in"your"email"contacts"and"in"your"phone"to"help"jog"your"memory."""

• Who"do"you"know"in"your"network"that"is"influential"in"your"industry?"_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________""

"• Who"in"your"network"do"the"media"pay"attention"to?"""

__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________"

"• Who"has"an"audience"in"common"with"you?"

__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________"

"• More" importantly," who" have" you" built" a" relationship" with" and" who"

understands"what"you"are"offering?"

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82" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________"

"When"you"approach"them"asking"them"to"share"your"article"with"their"readers,"you"might"say"something"like"“I"have"written"an"article"about"__________"that"I"think"your"readers"might"find"useful."If"you"agree,"would"you"be"interested"in"sharing"it"with"them?”"""Key" influencers" have" the" ear" of" the"media" and"of" your" target"market." " If" they" are"willing"to"help"you"promote"your"articles"you"are"positioned"well"to"be"noticed"too.""One"word"of"advice"–"don’t"call"on"the"same"people"all"the"time.""You"will"eventually"become"a"nuisance"and"your"requests"will"be"ignored.""Respect"the"relationship."!You"can"also"use"your"articles"to"place"you"as"a"writer"for"your"favorite"publication…..""

!!!!!!!!!!!!!!!!!!!!!!!How!to!get!a!regular!feature!column!in!a!major!publication!!!

You"might"be" surprised" to" know" that" anyone" can" get" a" feature" column" in" a"major"publication."All"it"takes"is"credibility,"previous"media"coverage"and"kick"arse"content"that"attracts"eyeballs"and"helps"to"sell"advertising"space.""(And"you"will"soon"have"the"kick"arse"content"if"you"follow"the"guideline"I"just"shared"with"you.)"""If"you"have"key"credibility"factors"supporting"you,"such"as"a"book,"proven"results,"you"speak"on"stage,"have"a"backlog"of"foundational"articles"or"a"large"following"that"you"can" send" readers" to" the" publication," you" are" credible" enough" to" get" your" own"feature"column.!!!So!how!do!you!make!your!approach!to!the!publication?!!

! Have! your! collateral! ready," including" article" samples" that" you" can" send"through"to"them"written"in"the"style"of"their"publication.""Follow"the"process"outlined" earlier" in" the"7! Steps! To! The! Perfect! Pitch" to" identify" compelling"headlines"that"will"appeal"to"the"particular"on"or"offline"publication.""

"! Pitch! 4! article! ideas" including" just" the" title" and"a"paragraph"description"on"

what" the" article" is" about." Focus" on" what" it" will" do" for" ‘their’" readers."Remember"the"“what’s"in"it"for"me”"rule.""If"you"don’t"appeal"to"their"readers,"the" publications" won’t" get" the" traffic" to" attract" advertisers" and" stay" in"circulation.""

"

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83" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

! Once!you!have!secured!your!first!feature!article"with"them,"pitch"the"idea"of"being"a"regular"contributor"by"sending"them"through"8"other"article"ideas"and"blurbs"for"them"to"look"over.""

"! Don’t! ignore! online! magazines! and! blogs" when" looking" for" a" role" as" a"

contributor.""Often"they"have"a"larger"audience"than"print"magazines"do."""

! Leverage!any!existing!media!as!credibility!to!help!close!the!deal.""If"you"have"an" existing" column" published" elsewhere," leverage" it" to" secure" possible"syndicated"columns"with"other"publications.""

"You" may" not" be" successful" with" your" first" application," but" don’t" give" up." " The"publication"may"come"back"to"you"in"12"months’"time"requesting"one"of"your"other"article"ideas"because"it"now"fits"in"with"their"content."""Now,!let’s!look!at!how!you!make!your!pitch.!""""""!!!!!!!!!!!!!!!!!!!!!!!!!!

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84" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Chapter!8!"

The!4!Step!Perfect!Pitch!Process!From"first"contact"to"first"feature,""

here’s"how...."" !Earlier! I! shared!with! you! how! to!make! a! pitch! over! the! telephone! directly,! now!we’re! going! to! take! a! look! at! how! you! pitch! via! email! –! a! preferred!medium!of!many!business!owners!and!publicists.!!"Why?"""Because"email"is"quick"and"within"an"hour"you"could"have"emailed"numerous"media"outlets"with"highly"targeted"pitch" ideas," from"which"you"can"follow"up" later"with"a"phone"call"to"ensure"they"received"it."""Begin!by!deciding!which!pitch!is!appropriate!for!the!outlet:!"1."Mass"media"approach,""2."The"individual"approach."""Then,"decide"which"medium,""

• press"release"attached,""• email"pitch"only,""• telephone"pitch,""• media"kit.""

!Test" and"measure" your" pitches." " One" approach"may"work" for" some"magazines" or"journalists"but"not"for"another."Keep"a"spreadsheet"outlining"all"of"your"pitches"and"the"responses."Vary"your"style"of"pitch" from"time"to"time"to"keep" it" interesting" for"the"media."I"was"once"told"a"story"from"a"journalist"at"The"Herald"Sun,"of"whom"had"received"a"press"release"frozen"in"a"massive"block"of"ice."It"took"all"day"for"them"to"thaw"it"out!""Get"creative"and"you"will"capture"their"attention"immediately.""!!

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85" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!The!4!Step!Perfect!Pitch!Process!"Get"excited,"it’s"time"to"start"contacting"the"media!""Now" that" you" have" all" of" your" collateral" taking" shape" and" you’ve" researched" the"outlets"that"you"plan"to"pitch"to,"it’s"time"to"pitch"your"story"ideas"directly"to"them"following" a" very" simple" 4" step" formula" I" have" used" for" over" 10" years" that’s"guaranteed"to"work"when"you"put"in"the"background"work"as"outlined"above.""STEP!#1:!INTRODUCE!YOURSELF!"The"first"critical"step"is"to"make"the"initial" introduction."Your"introduction"may"take"shape"in"the"form"of"a"direct"email"with"a"simple" idea"(see"sample"below),"a"direct"telephone"call"or"even"an"email"including"your"press"release"in"the"body"of"the"text"itself" attached"with"your"media" kit" to"assert" credibility."Different"approaches"work"for"different"folks"and"not"any"single"one"approach"is"wrong."It"is"purely"dependent"on"who"you"are"targeting"and"how"they"liked"to"be"pitched"to."Hence," I"have"given"you"various"options"that"have"all"worked"for"me"throughout"my"career"that"are"quick"and"effective."""ACTUAL!EMAIL!PITCH:!"

Subject!Line:!Mary:!Media!Summit!NYC:!Story!Idea:!5!Ways!You!Could!Get!Ripped!Off!at!Christmas!"Hi"Mary,""It"was"great"meeting"you"at"the"Publicity"Summit"in"NYC.""I" just"wanted"to"say"thank"you"so"much"for"attending."I've"just"been"reading"your"articles"on"Galtime.com"and"have"been"thoroughly"enjoying"them.""I" think"a"story" idea"as"briefly"mentioned" in"person""5"Ways"You"Could"Get"Ripped"Off"at"Christmas""that"centers"around"the"tricks"and"traps"that"retailers"and"online"stores"do"to"make"more"money"out"of"your"audience"more"often"would"be"ideal"for"your"audience"and"help"prepare"them"for"the"silly"season"spending"without"going"overboard"and"falling"into"debt.""I'm" Australia's" leading" personal" brand" and" influence" expert" with" an" online" following" of"over"30,000"and"specialize"in"why"we"do"what"we"do"using"the"science"of"influence.""I'd" love" to" chat" to" you"about" it" further." You" can" find"out"more" about"me"by" visiting"my"media"page"here:"www.benangel.com.au/media"""Thanks"Mary," once" again," absolute" pleasure" to" meet" you" briefly" and" I" look" forward" to"chatting"again"soon.""Yours"sincerely,"""

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86" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

*"Mary"replied"back"to"this"pitch"within"a"matter"of"hours"wanting"to"find"out"more."""Note"that"this"email"was"highly"personalized"and"I"was"lucky"enough"to"have"met"her"face"to"face"(along"with"100"other"people"that"were"also"pitching"to"her"on"the"same"day)."""Read"the"journalists"or"editors"articles"on"their"website"and"mention"that"you"have"read"them"to"help"build"rapport"and"demonstrate"that"you"have"done"your"research."""This"is"the"highest"form"a"respect,"with"which"respect"will"be"returned"because"you"took"the"time"to"find"out"who"they"are"targeting"and"their"writing"style."""STEP!#2:!EMAIL!"In"most"cases,"once"you’ve"captured"their"initial"attention"it"is"time"to"close"the"deal"and" get" a" booking" by" providing" further" information" about" the" story" that" you" are"proposing," i.e."statistics,"case"studies"etc."that"back"it"up."This" is"also"when"you"will"send" them"your"Media"Kit" (if" you"haven’t" already"done" so)," or" as" I’ve"done" in" the"sample"email"above,"send"them"a"link"to"the"online"version"in"which"they"can"view"video"of"me" in"action" so" they" can" see"how" I"present"on" camera."End" the"email"by"letting"them"know"that"you"are"available"for"interview"within"a"moment’s"notice"and"if"you"can"provide"any"further"assistance.""STEP!#3:!Follow\Up!"It" is"very" rare" that"you"will"get"an" immediate"bite,"unless"you"have"done"all"of" the"steps"outlined"within" the"document"and"conducted"your" research"on"who"you"are"pitching"to"successfully"beforehand."If"they"have"not"responded"to"you,"do"not"take"it"as" an" outright" no."Media" are" bombarded" with" daily" deadlines" and" are" put" under"immense"pressure."Followcup,"but"do"not"stalk."Send"them"a"kindly"reminder"a"week"later"to"see"if"they"had"any"questions,"or"take"the"initiative"and"rectweak"your"story"idea"to"fit"in"with"major"breaking"news"that"they"can"use"immediately.""STEP!#4:!Decision!"The" reality" is" you"may" never" get" a" decision."What"may" in" fact" happen" is" that" you"receive"a"call"out"of"the"blue"six"to"even"twelve"months"later"requesting"an"interview."Timing" is" everything" and" if" you’ve" pitched" a" solid" idea" they"may" put" you" in" their"schedule" to" contact" at" a" later" stage" c" but" never" indicate" this" to" you" directly."Understand"very"clearly,"the"media"does"not"owe"you"anything."They"are"not"obliged"to"reply"back."If"they"do,"get"excited"but"if"they"don’t,"never"for"one"second"assume"they"are"being"rude."Their"job"is"to"produce"content"on"a"daily"basis"that"helps"to"sell"millions" in"advertising." If"your"story"helps"them"achieve"this"then"you’ll"get"booked"straight" away." If" not," you" can"always" create" a" second"and"a" third," fourth" and" fifth"chance" later" by" pitching" them" new" ideas" every" couple" of" weeks" or" when" a" story"arises"that"you"can"comment"on.""

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87" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

Trust" the" process" and" repeat" and" revise" this" 4" step" formula." It"works" because" it’s"easy"and"it’s"been"tested"through"years"of"experience.""!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sample!email!correspondence!"Here"are"5"simple,"yet"incredibly"powerful"examples"you"can"use"as"a"basis"for"your"email"correspondence"with"the"media."""""

Sample!1.!!"Dear&(Name),&&&I&love&your&story&about&x.&I&never&realized&y.&&&I’d&like&to&propose&a&story&idea&that&would&be&of&interest&to&your&readers.&Did&you&know&x&about&y?&&&Your&readers&would&be&fascinated&to&learn&that:&&&*&*&*&*&&That’s&why&I’d&like&to&suggest&an&interview.&I’m&the&only&x&to&x,&y&and&z.&&&Also,& if& you& like& I& can& put& you& in& touch&with& other& ____________&who& can& talk&about& ___________________.& I’ve& attached& a& sheet&with& their& names,& contact&info,&and&what&they&could&potentially&share&that&is&of&value.&&&This& is& special& to& your& readers& because& it&_____________________________________.&&&You& can& reach& me& directly& at& (list& all& phone& numbers),& or& by& email& at&__________________@_____________.&&&Thanks&(Name),&I&hope&to&chat&soon&and&keep&up&the&great&work.&&Yours&truly,&&(insert&name).&&

"""

""

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88" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

"Sample!2.""Hi&(Name),&&&I&hope&you’re&having&a&great&day.&&&I’m&writing&about&your&recent&story&on&______________.&&&I& have& some& interesting& content& to& contribute& which& would& be& the& basis& of& an&exciting&follow&up&story.&Including;&&&*&*&*&&It&is&important&that&your&readers&learn&this&because&_______________________.&I’d&love&to&tell&you&more.&&&&Here&are&my&contact&details&(email&and&phone)&&&I&look&forward&to&hearing&from&you&so&we&can&discuss&this&opportunity.&&Kind&regards,&&(Name)&&"""""Sample$3.$$&Dear&(name)&&The&results&of&your&recent&viewer&survey&showed&that&they&____________________________&&I&have&a&solution&that&will&_________________________________&and&make&your&viewers&very&happy&to&see&that&you&have&understood&and&acted&on&their&feedback.&&My&solution&involves&*&*&&*&&&&

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89" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

&It&meets&your&viewers&needs&because⁢&&&*&*&*&&This&is&something&that&will&appeal&to&your&demographic&and&I&would&love&to&tell&you&more&about&it.&&Please&feel&free&to&contact&me&on&(phone)&or&by&email&at(email&address)&&Kind&regards,&&(name)&&""""Sample!4.!&

Hello&(Name),&&I&watched&your&recent& interview&with&(Name)&with& interest.& & I&particularly& liked&the&point&you&made&about&___________________.&&It&was&that&which&made&me&email&you.&&&&I&would&like&to&suggest&a&follow&up&story&which&springs&out&of&your&interview.&&&&Specifically&it&would&cover;&&*&*&*&&

This&information&needs&to&be&presented&to&your&viewers&because&______________.&It&will&affect&the&way&they&_______________________________.&&Please& call& me& at& your& earliest& convenience& and& I& will& give& you& some& more&information&that&you&may&like&to&share&with&your&readers.&&Thanks&(Name),&I&hope&you’re&having&a&great&day&and&look&forward&to&hearing&from&you&shortly.&&&

Regards,&(Name)&"&

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90" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

"Sample!5!&Dear&(Name)&&I&read&your&story&about&our&local&________________________&with&interest.&&It&was&well&written&and&comprehensive.&&I&have&an&idea&for&another&story&for&you.&&I&have&some&information&on&topic&x,&which&is&not&commonly&known&but&which&will&be&important&to&our&local&area,&including;&&&*&*&*&I&have&quite&a&lot&of&supporting&material&and&documentary&evidence&which&says&that&__________________________________________________________________&&I&would&love&to&share&the&information&with&you&if&you’re&interested.&&&You&can&contact&me&by&phone&on&&(number)&or&by&return&email&to&(address)&&I&look&forward&to&hearing&from&you&and&I&hope&you’re&well.&&&Yours&truly,&&(Name)&"""!!!!!!!!!!!!!!!!!

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91" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Chapter!9!"

How!To!Deliver!Groundbreaking!Interviews!

How"to"prepare"for"interviews"within"minutes,""not"hours"&"overcome"your"fears"of""

public"speaking"in"seconds."" !Now!that!you!have!been!successful! in!winning!an! interview,! it’s! time! to!do!your!homework.!!It’s!not!just!your!credibility!that!is!at!stake!here:!the!show!or!magazine!has!their!reputation!on!the!line,!too!and!they!will!only!select!you!for!an!interview!if!they!‘know’!that!you!can!perform.!"Whether" this" is" your" first" interview" or" you" are" a" seasoned" professional," there" are"critical"elements"that"you"need"to"cover"as"part"of"your"interview"preparation.!!

a) If"you"have"been"approached"for"an"interview"by"an"unfamiliar"media"source,"read" the" publication," watch" the" TV" show" or" listen" to" the" radio" prior" to"understand"the"style"of"segment"that"appeals"to"them.""Needless"to"say,"this"is"something"you"should"have"already"been"doing"if"you"have"been"the"one"to"make"the"initial"approach.""

b) Research"the"internet"for"the"latest"studies"or"research"on"your"topic."If"you"have" set" up" your" Google" Alerts" you" can" scan" over" the" recent" alerts" which"have"come"through.""To"be"credible"you"also"need"to"be"current"–"that"means"being"up"to"date"with"what"is"happening"in"your"field.""

c) Prepare"your"responses"ahead"of"time."Precempt"the"burning"questions"you"know"they’ll"ask"you"and"write"down"your"responses."Keep"them"precise"and"short."The"more"specific"you"can"be,"the"more"professional"you"will"appear.""Add"color"to"your"answer"by"telling"a"short"story"or"sharing"a"brief"example"when"it"is"appropriate"to"do"so.""What! are! the! questions! you! are! likely! to! be! asked?! !Make! a! note! of! the!questions! and! the! key! points! you! need! to! include! in! your! answers.!Complete"this"activity"based"on"just"‘one’"of"your"pitches"for"the"time"being"to"help"fully"understand"its"importance.""

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"1.""

_____________________________________________________________________"

_____________________________________________________________________

_____________________________________________________________________"

"

2."

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________"

"

3.""

_____________________________________________________________________"

_____________________________________________________________________

_____________________________________________________________________"

"

4."

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________"

"

5.""

_____________________________________________________________________"

_____________________________________________________________________

_____________________________________________________________________"

"

!What!stories!or!examples!can!you!share!of!which!support!your!responses?!!Make!a!note!here.!

"1.""

_____________________________________________________________________"

_____________________________________________________________________

_____________________________________________________________________"

"

"

"

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2."

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________"

"

3.""

_____________________________________________________________________"

_____________________________________________________________________

_____________________________________________________________________!

d)!Sample!Media!Correspondence!"Not" all" interviews" are" conducted" facectocface" or" even" by" phone." " Sometimes"they" can" spring" from" your" written" correspondence" and" your" press" release.""Sometimes" they" can"even" spring" from" the" follow"up" to"an" interview"you"have"just"completed.""That"means"that"you"need"to"have"your"words"well"thought"out"before"you"send"your"press"release"or"email"in"the"first"place.""This"is"the"material"which"will"be"used"as"the"basis"for"quotes"attributed"to"you"in"the"final"article.""How"do"you"“quote”"when"you’re"not"speaking"directly"to"the"journalist?""""Have"a" look"at" this"example"which" is" from"my"correspondence"with"GQ"Men’s"Magazine"and"which"led"to"ongoing"publicity"for"me"and"my"programs.""""I"submitted"a"series"of"suggested"quotes"as"follow"up"information"after"my"initial"interview." " They" used" 10" quotes" in" a" publication" feature," and" then" 6"months"later"used"the"rest"for"an"online"feature."""Being"prepared"will"get"you,"your"product"or"service,"or"business"featured"time"and"time"again"and"in"many"formats."""!!!!!!!!!!!!!!

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94" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!SAMPLE EMAIL MEDIA CORRESPONDENCE

"On"Tue,"Apr"17,"2012"at"11:49"AM,"Andrew"wrote:""Hi"Ben,""

"Great"work."Rarely"is"an"interview"subject"as"prepared."Appreciate"the"effort."""If"you"could"shoot"me"a"high"res"image"I'll"put"in"the"mix"for"the"art"director"to"choose"from,"unlikely"to"be"used"but"you"never"know."""Thanks"again,""Andrew"GQ"Men’s"Magazine"Australia"""…………………………………………………………..………………………………………………………………………………""On"Tue,"Apr"17,"2012"at"11:31"AM,"Ben"Angel""wrote:""Hey"Andrew,"""Thanks"for"the"interview."Let"me"know"if"you"need"anything"clarified"further."Here"are"some"further"quotes"you"can"potentially"use;"""

• "Instead"of"playing"by"(or"even"breaking)"the"rules,"he’s"gone"one"step"further"by"doing"his"own"thing"and"completely"ignoring"them."By"doing"so"he’s"established"a"whole"new"set"of"ground"rules;"by"becoming"a"leader,"trendsetter"and"style"icon"who"has"set"the"benchmark"higher"for"others"to"follow.""""

• "Making"daring"career"choices"as"an"actor"is"what"makes"or"breaks"a"career."Ryan"has"showed"leadership"by"taking"on"a"myriad"of"roles"that"has"stretched"the"boundaries"and"the"way"that"individuals"perceive"him."And"as"Oscar"Wilde"wrote,"‘The"only"thing"worse"than"being"talked"about,"is"not"being"talked"about.""

• "The"conversations"his"controversial"roles"have"sparked"have"kept"him"front"of"mind"where"most"actors"would"simply"fade"into"the"background."He’s"achieved"the"kind"of"status"now"in"which"any"future"failures"are"easily"forgivable"and"easy"to"bounce"back"from."""

• "He’s"not"afraid"to"tackle"heavy"topics"such"as"racism"right"through"to"neocfacism"and"expose"both"contradictory"sides"of"each"story.""

• "His"ability"to"break"free"from"the"constraints"of"his"predecessors"past"thinking"has"allowed"him"to"weave"in"and"out"of"genres"that"would"spell"death"for"some"of"the"best"actors"in"the"world."As"a"leader"it’s"important"to"let"go"of"attachment"to"our"peers"ideals"and"move"with"what"feels"right"for"us,"even"if"that"does"mean"having"hits"and"misses.""

• "He"tells"the"brand"story"of"versatility"and"for"standing"out"in"various"genres"and"cutting"through"the"clutter"of"actors"vying"for"screen"time.""

"

"

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"

• "He’s"set"the"benchmark"for"actors"to"show"greater"range"in"their"performances."His"audience"now"expects"the"unexpected"from"him."The"moment"he"fits"into"the"typical"Hollywood"stereoctype,"is"the"same"moment"that"his"fan"base"starts"to"shift"from"those"willing"to"go"on"the"ride"with"him,"to"a"more"commercial"and"safe"audience."It’s"a"fine"balance.""

• "Future"career"choices"must"be"as"brazen"as"past"ones"for"longevity,"he’s"set"the"expectations"up"for"this.""

• "An"individual"with"his"talent"and"leadership"has"the"capacity"to"achieve"a"kind"of"polarization"that"enables"him"to"break"free"from"the"pack"and"stand"out"from"the"crowd,"for"better"or"worse.""

• “He"has"had"to"pay"his"dues"in"order"to"gain"the"kind"of"success"and"respect"he"now"enjoys"from"his"industry"peers"and"his"career"choices"clearly"shows"that"he"has"a"thick"skin"and"he"is"willing"to"work"on"what"he"believes"in"instead"of"going"with"the"norm.""

• "Any"great"leader"initially"fits"in"with"their"genre,"once"they"have"public"approval"and"support,"that’s"when"it’s"time"to"breakaway"or"forever"get"type"cast"into"one"role"as"many"Hollywood"actors"do"time"and"time"again.""

• "The"moment"that"everything"'CLICKS'"and"falls"into"place"is"the"same"moment"that"you"get"to"the"threshold…"and"keep"going."Ryan"goes"well"beyond"the"threshold"constantly"challenging"himself"and"pushing"his"own"personal"boundaries."This"is"a"lesson"we"can"all"take"away"from"him"as"men."As"Ryan"has"shown,"when"we"incite"conversation,"we"incite"change."If"more"men"followed"suit,"we'd"be"a"better"more"authentic"society"for"it."""

Thanks"once"again"Andrew,"take"care"and"I"look"forward"to"chatting"again"soon."Send"me"your"website"details"when"it's"ready"to"go.""

Yours"Sincerely,"""Ben"Angel"The"Agent"of"Influence"Author"|"Speaker"|"Trainer""!e)" Practice" in" front"of" the"mirror," especially" if" it’s"on" camera." " I" know" that" you"always"feel"like"a"fool"when"you"do"it"but"it’s"the"best"way"to"see"exactly"how"you"will" look" during" the" interview." " Perfect" your" look" and" mannerisms" so" they"support"what" you"are" saying." " If" you" can," record" a"mock" interview"on"a"digital"recorder"and"video"camera."Play"it"back"and"give"yourself"feedback.""""In! particular,! read! the! Top! 7! Presentation! Tips! from! Steve! Jobs! and! score!yourself!out!of!10!for!your!performance!against!each!of!his!tips.!!!!!!!

!

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96" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!!!!!Top!7!presentation!tips!from!the!late!Steve!Jobs!"Steve" Jobs" knew" his" stuff" when" it" came" to" public" speaking" and" for" being"interviewed"in"the"media.""His"knowledge"and"passion"showed"whenever"he"was"speaking"and"that"is"what"makes" the"difference"between"a"presenter"and"a"great" speaker." " It’s" also"what"makes"the"difference"between"a"good"or"a"great"interview"in"which"you"get"asked"back"time"and"time"again."""How"did"he"do"it?""""I’m"going"to"share"5"tips"that"helped"Steve"Jobs"become"a"legend.""""TIP!#1:!Set!the!theme!with!a!simple!message!!"From"the"very"outset"of"a"Steve" Jobs"presentation"you"can"see" that"he" likes" to"keep" it"simple."Follow"his" lead."Don’t"give"a"speech;" journalists"don’t"have"time"for"that.""Answer"their"questions"simply"and"with"supporting"facts.""""""Know"exactly"what"you"want"to"say"and"break"it"down"into"a"simple"and"logical"flow" that" people" can" easily" understand." Simple" messages" are" memorable"messages"that"can"resonate"with"an"audience"for"weeks,"months"and"even"years."""""

"TIP!#2:!Be!passionate!about!your!subject!!"Steve"Jobs" loved"his" job."He"oozed"passion"for" it." " "Your"enthusiasm"about"your"topic"can"be"contagious"so"let"it"show."""Be"positive."Be"passionate."""""If"you"aren’t"excited"about"sharing"your"story,"why"should"a"journalist"be"excited"about"interviewing"you?""If" you" are" feeling" yourself" getting" nervous" before" an" interview," you’re" in" fact"turning" the" attention" to" yourself" instead" of" the" topic" at" hand." Shift" the" focus"quickly" by" listing" the" top" ten" reasons" ‘why’" you" are" passionate" about" your"subject."This"will"help"shift"the"fear"instantaneously."""TIP!#3:!Make!statistics!meaningful!and!appeal!to!all!of!the!senses!"Statistics" can" be" great" way" to" emphasize" your" point." Numbers" and" facts" are"useful" but" make" sure" they" really" tell" the" story." Jobs" used" them" to" make" or"illustrate"his"points."""Not" everyone" is" a" numbers" person." Interpret" the" information" so" that" the"journalist"can"really"picture"what"you"are"saying."Make"them"meaningful"so"he"or"she"can"understand"what"it"will"mean"to"their"readers,"listeners"or"viewers.""

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97" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

"To"make"your" information"meaningful," it" is"vital" that"you"appeal" to"each"of" the"three"senses"within"each"interview,"article"or"presentation"that"you"conduct."""Why?"""Because" it’s" the"quickest"way"to"get" individuals" to"connect"with"your"story"and"take"action"to"purchase"a"product"or"service"or"find"out"more"about"you"online."""We"begin"by"appealing"to"individuals…""Visually:"If"you’re"on"radio,"describe"the"scenario"and"paint"a"clear"picture"for"the"listener"in"which"they"can"see"it"within"their"own"mind."""If"you’re"on"television,"bring"props,"pictures"or"video"footage"that"adds"color"and"meaning" to" the" story" and"keeps" their" audiences"engaged." If" you"are"pitching"a"segment" to" TV," let" them" know" which" visuals" you" can" provide" as" part" of" the"segment"to"make"it"more"interesting."""Auditory:!Use"language"such"as,"“it"sounded"like"he"was"hesitant"to"answer"the"question,”"or"“he"heard"someone"knock"at"the"door.”""""For" those"of"us"who"are"more"auditory" than"visual," this"will"peak" their" interest"and"keep"them"entertained."""Kinesthetic:!Add"emotion"and"feeling"to"your"interview,"article"or"segment"by"using"emotive"words,"such"as;"""• Feeling"• Felt"• Cared"• Curious"• Thought"• Think"• Scared"• Elated"• Ecstatic"• Vibrant"• Nervous"• Mad"• Angry"• Fearful"• Struggled"

"Using"VAK" to" appeal" to" all" of" the" senses"will"make" your" interview," segment"or"article"memorable.""

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98" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

TIP!#4:!Choose!your!tone!of!voice.!!"Your" voice"may"be" the"only" tool" you"have" to" communicate" your"emotions"and"your"intellectual"content.""When"you"are"being"interviewed"you"need"to"take"the"listener"with" you"on" a" journey" in" just" the"way" you"would" if" you"were" telling" a"story"to"your"child.""Raise"and"lower"your"volume"and"pitch"to"match"your"words.""""TIP!#5:!!Use!your!energy!as!a!communication!tool!"If"you"are"excited,"show"it." "Lean"forward,"smile,"move"with"some"animation.""If"you" are" sad," let" it" show" in" the" slowness" of" your" speech" and" your" subdued"expression.""Slow"movements"express"sadness"well.""""TIP!#6:!!Choose!your!content!"It’s"an"interview,"not"a"meeting.""Don’t"go"with"an"agenda"of"dozens"of"points"you"want"to"cover.""Jobs"focused"on"the"key"points"he"wanted"to"get"across"and"that’s"what"you"need"to"do,"too.""Stay"focused"on"the"main"purpose"of"your"interview"and"don’t"draw"in"irrelevant"stories"or"elements"to"distract"the"interviewer.""Your"content"will"have"one"overarching"core"message,"i.e."sugar"is"bad,"followed"by"3c4"key"points"dependent"on"the"length"of"the"interview."""TIP!#7:!!A!touch!of!controversy!never!hurts!"This" interview" has" to" be" newsworthy." " If" there" is" something" controversial"happening"in"your"field"you"can’t"shy"away"from"it." "Have"an"opinion"which"you"are"happy" to" express" and" able" to" support." " " That" adds" instant" interest" to" your"interview"and"your"journalist"will"be"able"to"build"on"it"in"the"final"piece.""Steve"Jobs"is"an"amazing"presenter"and"a"highly"skilled"interview"subject.""If"you"have" not" watched" him" in" action," go" and" do" it" now." " Consider" it" part" of" your"learning"from"this"unit.""Feeling!nervous!about!speaking!or!delivering!an!interview?!!!!The"Reverse"Rewind"technique"will"help"you"overcome"your"nerves."The"‘reverse"rewind" technique" tricks" the"mind" into" thinking" you’ve" already" been" there" and"done"your"interview.""This"is"a"fantastic"tool"but"you"will"need"to"practice"it"to"get"the"best"results."""Let’s"take"a"look"at"it"now…"

!!!!!

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99" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Overcome!your!fear!of!public!speaking!""

There!is!no!better!way!to!get!noticed!in!business!than!to!get!out!and!do!the!public!speaking!rounds!and!conduct!interviews!within!the!media.!!"But!what!if!you!are!too!afraid!too!and!the!sheer!thought!of!getting!up!in!front!of!a!crowd!or!answering!a!few!questions!over!the!telephone!sends!you!running!for!the!bathroom!or!the!nearest!bottle!shop?""If"you"are"looking"to"make"a"fantastic"impression"by"public"speaking"and"being"drunk"or"in"the"bathroom"isn't"an"option,"give"this"NLP"technique"a"go.""NLP,"otherwise"known"as"Neuro"Linguistic"Programming,"works"with"the"mind"and"preparing"it"for"tasks"at"hand"that"may"sometimes"feel"uncomfortable"or"a"stretch."It"can"work"with"everything"from"a"fear"of"heights,"goal"setting,"to"public"speaking"and"a"fear"of"getting"up"in"front"of"a"crowd."""As!you!are!preparing!for!your!first!public!speaking!gig!and!you!feel!the!anxiety!set!in,!take!a!good!10!minutes!in!the!lead!up!to!the!event!to!go!through!this!exercise.""""""STEP!1:!!"Find"yourself"a"comfortable"place"and"relax."""STEP!2:"""Shut"your"eyes"and"start"to"imagine"yourself"getting"dressed"for"the"event"in"question,"see"yourself"going"through"the"entire"process,"putting"on"your"clothes,"driving"to"the"venue,"going"over"your"notes,"welcoming"the"guests,"being"introduced,"giving"your"speech,"being"thanked,"saying"goodbye,"relaxing"at"home"feeling"good"about"how"it"all"went"and"then"either"getting"on"with"your"day"or"going"to"sleep."""Visualise"this"entire"process"within"a"space"of"10"seconds."Imagine"you"are"fast"forwarding"a"DVD"or"a"CD."""STEP!3:"Once"you"have"gone"through"it"forwards,"you"are"now"going"to"reverse"it"incredibly"fast"backwards"whilst"going"through"the"entire"process"as"above"again.""STEP!4:""Continue"to"fast"forward"and"rewind"the"event"approximately"10"times."This"can"take"some"mental"energy"to"really"focus"on"the"task"at"hand.""""

""

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100" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

What"you"are"literally"doing"is"tricking"the"mind"into"thinking"that"you"have"already"done"the"speaking"gig,"hence"when"you"go"to"do"it,"there"is"no"longer"a"fear"of"the"unknown"because"you"have"already"been"there"and"done"it"before."""You!will!literally!find!that!when!you!are!conducting!your!presentation,!the!information!will!be!flowing!in!through!you!instead!of!you!forcing!yourself!to!remember!what!you!are!going!to!say.""""I"do"this"exercise"on"a"prior"to"any"presentation"to"ensure"I"stay"on"track,"in"focus"and"confident."At"times"I"find"I"almost"have"an"out"of"body"experience."I"get"home"after"the"event"and"wonder"where"I"have"been"for"the"last"few"hours"because"the"information"flowed"through"me"naturally."""Give!it!a!go,!I!guarantee!you!that!when!you've!done!it!correctly!it!will!work!an!absolute!treat!for!you!when!getting!over!your!fear!of!public!speaking.""""If"all"else"fails,"at"least"catch"a"cab"to"the"bottle"shop!"

"!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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101" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Chapter!10!"

Your!Instant!Action!Publicity!Plan!How"to"get"started"within"minutes"&"get"mass"

media"coverage"within"just"days."""""

!Never,!Give!Up!!!Don’t" be" disheartened" if" your" first" approaches" to" the" media" are" met" with"knockbacks." " You"may" not" have" done" anything"wrong." " Sometimes" it" just" doesn’t"work"out"in"your"favor.""Journalists"are"busy"people." "Their"world"flies"along"quickly"as"they"struggle"to"stay"ahead"of"the"media"pack.""If"you"have"been"given"a"knock"back"it"could"be"for"many"reasons.""Your"timing"night"not"be"right." "Often"publications,"current"affairs"shows"and"other"media"have"their"schedules"planned"well"in"advance.""""Perhaps"your"pitch"just"missed"the"mark.""If"you"have"any"contact"with"the"journalist,"ask"for"feedback"and"suggestions"for"the"future.""Rework"your"pitch"and"try"again.""It’s"can"be"hard"to"stand"out"in"the"crowd"but"now"that"you"have"the"advantage"of"the"tips"here"in"the"Instant"Publicity"System,"you"will"be"able"to"rise"to"the"top.""Overcoming!rejection!"Rejection"is"something"we"all"have"to"learn"to"deal"with"when"we"first"start"out.""In"fact"it’s"a"beautiful"thing"because"it"forces"you"to"look"back"at"your"content"and"your"process"so"you"can"refine"them"again"and"again.""See"it"as"a"learning"tool.""It’s"important"that"you"realize"that"just"because"your"first"submission"was"rejected"it"does" not" mean" that" the" next" will" be." Contact" them" again" a" week" later" with" a"different" pitch" for" your" story." " Don’t" expect" an" immediate" reply" –" it" may" take" 6"months"before"you"have"a"response"c"but"every"pitch"and"press"release"you"put"out"there"will"be"working"for"you."""!

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102" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

The" most" exciting" moment" is" when" everything" CLICKS" and" you" score" publicity" in"major"media.""This"moment"will"come"when"you"have"all"of"your"marketing"collateral"and" angles" in" order" and" you" know" and" understand" how" the"media" want" ‘you’" to"pitch"to"them."""It"will"happen.""Just"don’t"give"up.!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Your!ultimate!instant!publicity!action!plan!!!!

Now"you"are"ready"to"take"the"plunge"and"seek"some"publicity"action."Print"off"this"page"now"and"use"as"your"immediate"plan"to"get"yourself"kickcstarted"and"on"track."""!"

! Identify"your"publicity"goals""! Choose"topics"you"can"speak"on"! Identify"the"newsworthy"points"within"your"topics"! Choose"your"target"media"! Develop"your"Perfect"Pitch"! Prepare"your"collateral"! Find"your"angles"! Find"case"studies,"testimonials"or"supporting"evidence"for"your"story"! Do"your"research"! Set"up"systems"such"as"Google"Alerts"to"keep"you"updated"about"news"in"

your"industry."! Create"your"30"Second"Pitch"! Write"your"sample"telephone"script"! Write"your"draft"press"release"! Prepare"1"press"release"to"have"on"hand"! Complete"the"33"point"checklist"before"issuing"any"press"releases"! Create"your"Media"One"Page"! Create"or"revise"your"Ultimate"Media"Kit"! Contact"10"media"weekly"relating"to"your"news"story"! Refine"your"angles"based"on"their"feedback"! Write"or"revise"articles"for"publication"! Approach"your"key"influencers"to"share"your"articles."! Prepare"and"make"your"submission"to"your"chosen"publication"seeking"a"

regular"featured"column"! Prepare"your"4"Step"Pitch"! Contact"media"representatives"with"your"pitch."! Practice"your"interview"skills"

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103" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

"

! Film"yourself"during"a"mock"interview"and"identity"areas"for"improvement."! Learn"to"use"the"reverse"rewind"technique."! Prepare"for"rejection"and"be"ready"to"submit"a"follow"up"pitch"one"week"

later."! Be"ready"for"the"ride!"

"

!Final!Note:!!!You’re" never" really" ready" for" media" coverage." Allow" yourself" to" learn" as" you" go"along."""Do"your"best"to"be"prepared"by"following"the"action"steps"here"in"the"Instant"Publicity"Marketing"System"and"you"will"be"as"media"ready"as"it’s"possible"to"be.""Don’t"miss"the"fun"in"the"process.""Enjoy"your"media"trip.""All"of"the"information"in"this"guide"has"been"designed"to"simplify"the"process"for"you."Answer"the"questions"and"you"will"suddenly"become"clear"on"not"only"what"it"takes"to"get"media,"but"what"you"love"talking"about"and"how"you"can"make"it"newsworthy"to"the"masses"to"help"build"your"profile,"get"publicity"and"boost"your"profits."""Now,"go"out"there"and"help"shape"the"world"we"live"in."""It’s"your"turn"for"the"spotlight."""

!Ben"Angel"The"Agent"of"Influence"www.benangel.com.au""!!P.S."Stay"in"touch"by"contacting"us"at"[email protected]"."We’d"love"to"hear"of"your"successes"and"will"share"them"with"our"own"audience"of"30,000"plus"Agents"of"Influence"online"to"help"boost"your"profile"even"further.""""""""""

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104" Copyright"Ben"Angel"Pty"Ltd"and"Dare"2"Be"Central"Pty"Ltd"2013"

Copyright!©!Ben!Angel!Pty!Ltd!and!Dare!2!Be!Central!Pty!Ltd!2013!"All"rights"reserved."No"part"of"this"book"may"be"reproduced"or"transmitted"in"any"form"or"by"any"means,"electronic"or"mechanical,"including"photocopying,"recording"or"by"any"information"storage"retrieval"system,"without"prior"permission"in"writing"from"the"author."The"moral"rights"of"the"author"have"been"asserted."The"suggestions,"stories"and"opinions"of"the"author"are"his"personal"views"only."The"steps"and"strategies"outlined"in"the"book"may"not"work"for"everyone."Due"diligence"and"thorough"research"is"recommended.""