CH Landon emailed me a great question about that success. He wants to know how a local chiropractor can benefit from his story going to 800 media contacts worldwide.

Not only is it a superb question, this principle is at the heart of my publicity system.

Let’s use Dr. LaGarce as the example in this discussion. I don’t know how many other chiropractors are in his target area, but I’ll bet it’s quite a few. So, each chiro is competing for new patients, all coming from the same area.

My bet is that not one of those chiros, except for Dr. LaGarce, knows how to use publicity. So, how do they attract new patients? They all probably use the same limited marketing arsenal – spinal exams in the mall, free seminars about your health and your spine, paid ads in the local newspapers, yellow pages ads, etc.

Did you notice that all of these are not only time consuming but expensive?

So, here we have dozens of chiropractors using the same marketing techniques to attract patients. Basically they are all screaming “Pick me, pick me” as they wildly wave their hands in the air, hoping new patients will come to them.

Now let’s look at Dr. LaGarce. He knows how to use publicity to stand above the crowd. So, he first gets several stories about himself and his practice in the local newspaper and on the local radio and TV stations. This establishes credibility.

Then, he hits the jackpot. His story is picked up around the world. He gets interviews on radio and TV stations and in newspapers and magazines in every corner of this planet.

What does he do with this publicity goldmine?

First, he sends more press releases to his local media, talking about how this local chiropractor is being sought after and interviewed by media around the world. Don’t you think his local media would be darned impressed? And how about the people in his community who are hearing and reading about “their” local chiropractor being an international celebrity?

Then, he takes the newspaper articles from around the world, frames them and puts them up in his waiting room. While people are waiting to see him, they don’t look at a bunch of meaningless certificates and diplomas. They read about him in newspapers from around the globe. Impressive!

He takes recordings of the radio interviews and has them play over the phone when callers are put on hold. He doesn’t use that wasteful, silly “hold music” that so many people use.

Finally, he puts several of his TV interviews from around the world on a DVD. He gives copies of the DVD to prospective patients and says “Here’s some information about chiropractic and your health I thought you’d be interested in.” He also has a DVD player and a TV in a corner of his office. As patients are waiting to see him, the video showing him on worldwide TV is playing.

Darn impressive!

Dr. LaGarce is no longer just another one of the local chiropractors competing for patients – he’s an international celebrity.

Get out of the rut of thinking that you should only seek local publicity. When you are interviewed around the country or around the world, you’re no longer an insurance salesman, a chiropractor or a plumber – you’re
a celebrity. And that celebrity status makes selling and succeeding a whole lot easier.

If you don’t have my publicity kit (and therefore aren’t one of my Publicity Inner Circle members), now is the time to join us. You’ve been reading about success after success. When are you going to share in the success? How much longer are you going to let opportunity pass you by?

Right now, I want you to go to:

www.MillionDollarPublicity.com

and sign up. Your publicity kit will be sent right out to you along with the fantastic bonus package. You’ll also get three months of my hard copy newsletter and access to the next three live publicity coaching calls.

Most importantly, you’ll be on your way to your own incredible success stories.

Click on that link now –

www.MillionDollarPublicity.com

- sign up and let’s get you started.

See you next time.

Paul

P.S. – All you chiropractors out there – take down those posters showing the spine and all the nerves that go from the spine to various parts of the body. Hardly anyone understands them, no one cares about them and they’re making you look like every other chiropractor out there.

Don’t you think a wall full of framed articles about you from publications around the country would be far more impressive to your patients?

And that goes for any of you who have an office where people come to see you. Take down that “same old stuff” and replace it with things that have far more impact!

www.MillionDollarPublicity.com

You may be able to help him out.

If you can, and he decides your idea is the best, you win one of my websites, including the domain name and all files.

Here’s the deal:

Brian is the president of a very worthwhile non-profit organization named Project USE.

A very generous person donated two tickets to the April 3rd Bruce Springsteen concert at the NJ Meadowlands.

Now these aren’t just any tickets. They’re two tickets to use the “Commissioner’s Box” with free bar and catering.

That’s a once-in-a-lifetime experience for someone.

Brian wants ideas on how to best promote the availability of the tickets and to get the highest possible price for them, with the proceeds going to Project USE.

Have some ideas? Send them to me at Paul@Hartunian.com. I’ll forward them to Brian and he’ll pick the winner of the contest.

So exactly what do you win?

I own a lot of websites. I’ll give the winner (as chosen by Brian) any one of
the following websites:

1040Deductions.com
AppTouch.info
BestWebAuctionTips.com
BuildAGreatBody.com
BulkDomainLookup.info
CertainSomeone.info
CreditAndCash.info
FastRecipe.info
FlipMyTitle.info
GadgetDevice.info
GottaGetAway.info
HealthFact.info
HowToEatHealthy.info
IGas.us
IPhoneTimes.info
MensLocation.com
NewsMix.info
NirvanaNews.info
ObamaFun.info
PokerInside.info
Sportstake.info
TotalHealthNut.com
TurningGreen.info
WeddingPlannerHub.com
WhiteNoiseForBabies.info
YRomance.com

Now, here’s the not-so-small print.

If you are the winner, I will transfer the domain name of your choice to your GoDaddy account. If you don’t have a GoDaddy account, you’ll have to get one. They’re free.

I’ll also either email you the files for that website or I’ll email you the information you’ll need to get into the site and move the files.

You’ll have two weeks (plenty of time) to move the files to YOUR server. They cannot stay on my server.

If you don’t know how to move a website, I’ll put you in touch with one of my virtual assistants who will do it for you for a very reasonable price.

You will get the website exactly as you see it now.

I will not provide any additional support beyond transferring the domain name to your GoDaddy account and either sending you the website files or giving you access to my server so that you can move the files.

You will own the website free and clear. You can do anything you want with it once I transfer it to you.

If you don’t move the files within 2 weeks of me letting you know you are the winner, you forfeit the prize.

Even if you don’t win, I’ll probably mention a lot of the ideas in my ezine, newsletter, etc. giving you full credit with a link to your website (not bad, eh?)

Sorry I have to be such a legal-eagle on this, but you know how things are these days. If I don’t spell everything out, someone will look for some kind of loop-hole and this will turn into a “No Good Deed Goes Unpunished”.

This is all meant to be good fun for you and lots of help for Brian and his very worthwhile organization, Project USE.

I’ll let this contest run for a week. The deadline for submitting your entries to me will be next Thursday, March 6, 2012 at 9 PM Eastern time.

There you go. You have all the info. Crank up your brain power and send in as many ideas as you’d like. There’s no limit to the number of ideas you can send me.

Good luck!

I came across a very exciting success story that can serve as a template for your publicity campaigns.

This dates back to the 2002 Super Bowl.

Member Dr. Brad LaGarce scored the publicity gold medal with one release he sent out.

Brad is a chiropractor and wanted to promote his practice using publicity. So he tied his profession in with a major event happening at the time – the Super Bowl.

In his press release, Brad talked about the results of stress, including conditions such as chronic fatigue, headaches, pain syndromes and ulcers to name a few. He talked about how important it was to find out how stress is affecting your life and health and how to control it.

So far a fairly routine story.

Now here’s the great twist.

Brad lives in St. Louis. If you follow football, you know St. Louis lost the Super Bowl. So Brad offered all St. Louis Rams fans a free “Super Bowl Stress Evaluation”.

Brilliant!

Brad faxed out his press release, following my instructions. Here’s what he had to say in an email to me shortly after faxing his release:

“I thought you would enjoy a success story with your system. I am a St. Louis resident and I faxed this press release out last night after the game to all local media contacts and a few of the major media people. So far this morning I had an interview with Fox 2 news that will be on the air at 5 and 5:30 tonight.

Thanks, Dr. Brad ”

A nice story, but pretty typical of the success stories we hear in my office.

A few hours after Brad sent me that story, he sent me this follow up:

“Just thought I would drop you a line and tell you that David from Wireless Press just called. We had a short conversation while he was interviewing.

Regards, Brad LaGarce”

OK, folks, one press release to one contact and it goes out to 800 media outlets worldwide. Are you NOW completely convinced about the incredible power of publicity and knowing how to do it right?

Brad did everything right. He had an interesting story that he tied it to a major event. He knew how to get his press release out. He knew how to do interviews. Now he’ll reap the rewards.

If you have the back issues of my hard copy, paid newsletter, you’ll find Brad’s press release printed there exactly as he wrote it and sent it out. Use it as a template for your press releases, regardless of what business you’re in.

What events can you tie your story to? It doesn’t have to be a national event. It can be something very local. If that local event gets media coverage every year, why not hitch a ride on that automatic publicity and get your story mentioned at the same time?

I’ve said it before and I’ll say it over and over again – the media is very willing to make you as rich and famous as you’d like to be as long as you give them what they want, the way they want it.

Turn off the Simpsons, stop watching another rerun of How I Met Your Mother and start learning how to get all the free publicity that’s waiting for you.

Every day you wait is another day that opportunity passed you by.

* * * * * * * * * * * * * * * * * * *

I have lots of free resources that can help you get plenty of free publicity. They’re at www.Hartunian.com

You can get full information about my complete publicity kit, which has helped thousands of people skyrocket their business, promote their products and literally alter their lives, at www.MillionDollarPublicity.com

The information you need to participate in this call can be found in the yellow insert that came with the January issue of my newsletter.

If you have questions you’d like me to answer, email them to me NOW by CLICKING HERE.

I answer questions in the order I receive them.

Then, if there’s enough time left, I’ll open the lines for more questions.

This call is free for all subscribers to my paid publicity newsletter (the one that’s sent to you in the regular US mail).

If you are not a subscriber to my paid, paper and ink newsletter and you’d like to participate in this call, go to:

http://www.BestPublicityNewsletter.com

and sign up now. When I get confirmation of your subscription I’ll send you all the information you need to take part in the call.

The recording of the call will be posted on my PublicityMadeEasy.com member site within a few days.

I look forward to talking with you tomorrow. We have lots to talk about.

Paul

I LOVE all media people, but, like in any other group of people, there are a few jerks.

Last time I also mentioned that I did come across one person I thought was a real jerk. But instead of confronting this person and insisting on being treated better, I gave in.

Here’s the story.

Many years ago, when I was first getting really rolling with publicity, I got a call from the Phil Donahue Show. If you’re not familiar with the name, in the 1980′s he was the Oprah of the time.

After a few minutes discussion, I was invited to be on the show to talk about dating and relationships, because I had written two books on the topic – “How to Find the Love of Your Life in 90 Days or Less” and “How to Be Outrageously Successful With the Opposite Sex”.

When I got to the studio I was treated like a second class citizen. I was told that if I even mentioned my book I’d be taken off the show during the next commercial.

I was told not to talk to Phil before or after the show.

And the list of “Don’ts” went on.

The person telling me all of this was a self-important jerk. A low-level clerk who was flexing an imaginary bit of power.

So I was going to be on this show, I was going to make the host look good, I was going to provide the audience with great information, I was going to be entertaining…

and I would get nothing in return.

Or would I?

Even thought I was starting to steam as the jerk continued with the list of things I was forbidden to do, the calmer, more rational side of me understood that I was about to be on the biggest talk show on TV.

And by being on the biggest show on TV my credibility would soar! For the rest of my life I’d be able to say I was on the Phil Donahue Show.

Talk about a solid gold media credential.

So I held my tongue, did the interview and walked out of that studio a different person.

Ever since that interview, over 25 years ago, I’ve had the doors of media around the world opened to me because I was on the Phil Donahue Show.

The moral of the story – don’t put up with any inappropriate nonsense from any media people, but also know when to pick your fights. You may win the battle, but you could lose the war.

If Donahue himself had been abusive to me, I certainly would not have rolled over. But a non-important lackey? No problem.

I want to repeat again – problems dealing with the media people are, in my experience, very rare. I’ve found them to be wonderful, kind people out to do their job. And if you do your job – which is providing great information on your area of expertise without constantly plugging your product, they will do their job – which is to shine a bright light on you and your business.

What a sweet relationship!

I’ve been savouring it for almost 30 years. I hope you’re getting the benefits as well.

* * * * * * * * * * *

I recently had all of the covers of my niche publicity manuals redesigned. They are beautiful.

As a result, I have a bunch of manuals with the older, text only covers.

The content is exactly the same. The only thing that’s changed is the cover.

I want to clear out my inventory of the older covered manuals. So, in a few days I’m going to have a 50% off sale – but only for the manuals with the older covers.

There are about 90 manuals in the whole series. I think about 40 of them have the older covers.

I’m putting together a list of which manuals will be going on sale and how many of each I have. The quantities of each will be very small. Maybe a half dozen or so.

So watch for the 50% sale announcement in the next few days.

That’s it for now. Next time I’m going to tell you a major reason people don’t believe you when you talk about your product or service – and what you can do about it.

See you then.

When you do your first TV interviews, do them on tiny, local, cable stations. These are often called “community access” stations. Many times these “stations” are little more than two chairs and a camera in a temporarily vacant office or classroom.

Why do you want to do your first interviews on these stations? Because nobody will be watching you.

Doesn’t that defeat the purpose of getting the interview?

No, it doesn’t. In fact, you should do three or four of these interviews before you start moving up to larger stations.

The reason for this is simple. You want to get experience in front of a camera before you move up to the “big time”. A few interviews on these small stations will give you plenty of experience. If you’re nervous, stutter a little bit, have dry mouth…it doesn’t matter. No one was watching.

One of the worst things that can happen to you is to have your first TV interview on Ellen. I don’t care who you are, you’ll bomb! You’ll also lose a golden opportunity to cash in…BIG TIME!!!

On the other hand, if you do a few interviews on the small stations, then move up to bigger and bigger stations, when Oprah finally does call, you’ll be ready…and you’ll stand a great chance of hitting the jackpot!

Doing interviews on TV is a heck of a lot of fun. But, like anything else, you need just a little bit of practice to get the most enjoyment (and profit) from the experience.

Can’t you just see yourself as a TV star? Think of what your friends, neighbors and family will think of you!

More next time.

A few hours after I posted that, one of my most successful subscribers, Dan Page, emailed me some more brilliant strategies he’s willing to share. Dan is also one of my favorite subscribers, because he takes action.

Here’s what he had to say (see how you can do the same things with your business):

Hey Paul,

Dan Page

Any wonder that Dan is so successful?

Now, take what I gave you last time and what Dan is giving you this time and get your share of the Valentine’s Day publicity.

And be sure to sign up for my monthly hard copy publicity strategies newsletter at www.BestPublicityNewsletter.com

Not only do you get the newsletter each month, you get free admission to the live coaching calls where I personally answer your questions, help you plan and strategize and give you advice geared to getting you the most publicity possible for your business.

See you next time.

What’s that you say? Your product, service or business doesn’t tie into Valentine’s Day?

I don’t believe it.

Almost all businesses can tie into Valentine’s Day. In fact, almost all businesses can tie into all holidays.

Let me give you some very clear examples.

Dentists could send out a press release talking about a study or poll that shows how people with white, straight teeth wind up in relationships more often and those relationships last longer and are happier.

If you’re in the financial services industry you could send out a press release talking about various ways couples save more money than single people.

If you’re a chiropractor you could send out a tongue-in-cheek press release talking about safe ways for people to be intimate on Valentine’s Day without risking injury that would require a chiropractor.

If you own a clothing store you could send out a release talking about the best clothes to wear on a first date.

The owner of a bookstore could send out a release that tells the press which characters its customers thinks are the most romantic.

If you are a travel agent you could send out a release talking about the most romantic places to go for a weekend get-away.

If you’re in real estate you could send out a release talking about how to avoid relationship problems when buying a house together.

If you’re a professional speaker you could send out a release advising people of the best way to pop the question on Valentine’s Day (or any other day for that matter).

If you’re a personal coach you could talk about how relationship coaching has become one of the hottest ways for couples to grow together. Or you could reveal the most common relationship problems you come across in your practice.

Oh, that’s enough. You get the idea.

If you don’t think your business, product or service ties in to Valentine’s Day, you’ll pass up a bunch of great publicity opportunities.

Don’t let them slip by you. Grab them and take full advantage to get publicity for your business.

I’m going to talk more about this on our next coaching call. Don’t miss it!

Superb question! Publicity and advertising are worlds apart. Before you start any media campaign, you’ve got to understand this difference.

One of the fundamentals I teach my members in my “How to Get $1 Million Worth Of Publicity…FREE!” kit is:

Ads try to sell something. Press releases never try to sell. They simply give information.

When you place an ad, people immediately see you as a salesman. Ads are meant to sell. When you place an ad, people put up their defenses. You’re going to have to convince them of a number of things:

1 – that you’re legitimate

2 – that you’re telling the truth

3 – that your product is for real

4 – that you won’t take off with their money

5 – that you’ll live up to your guarantee

6 – that you’re not a con artist

and so on. That’s an awful lot of objections to have to knock down.

When you run an ad, you put yourself in the hole of having to convince people that you’re for real.

On the other hand, when a story appears about you in a newspaper, the entire picture changes. Stories in the newspaper aren’t seen as advertising, they’re seen as news!

Now, here’s the killer benefit of publicity.

When people read about you in a newspaper or magazine, hear you on the radio or see you on TV, they *instantly* believe you. You actually get the implied endorsement of the media!

People assume that if you’re on the radio, you must be the expert – the best in your field.

Let me give you a crystal clear example.

Let’s say you sell insurance. There are 17 insurance salesmen in your town, you being just one of them.

You know how to use publicity. The other 16 don’t. So, what do they do to get new clients? They advertise.

When people open the newspaper, on the left-hand page they see 16 ads – one from each of the other insurance agents. The ads are screaming things like “Pick me for your insurance needs. I’ll give you good service” (like that’s a compelling reason to pick anyone!).

Or they say: “I’ve been selling insurance for 27 years”, “I’ll give you a free calendar”, “I’ll get you the best rates”.

That’s brutal, head-to-head combat. Nothing I’m interested in – and hopefully you aren’t either. I want my sales to come a whole lot easier than that.

So that’s what was on the left hand page – an advertising showdown.

On the right hand page is a full page story all about you (the only agent who knows how to use publicity). It talks about how you’ve been in town for over 14 years. How you sponsor the Little League. How you’re a member of the Rotary and JayCees. How you’re the chairman of the local food bank and a volunteer fireman.

The story goes on to talk about how you make yourself available every Friday just to answer questions community members have about their insurance policies. How you have free seminars each month on different insurance topics. How each year you go to the senior citizen home and, at no cost, check all the senior’s policies to be sure they’re up to date.

There’s a big picture of you, your wife, 3 kids and 2 dogs. You’re all smiling.

Not once in that story was there a sales pitch.

When people in that community need insurance, who are they going to call? One of the 16 salesmen on the left-hand page cutting each others throats or you, the man who the newspaper thought was so important they ran a full page article about you?

Now do you see the incredibly powerful difference between publicity and advertising?

Learning the right way to get publicity is one of the most powerful, profitable skills you’ll ever learn.

* * * * * * * * * * * * * * * * * * * * * * * * * * * * *

If you’d like information about my complete “How To Get $1 Million Worth Of Publicity…FREE!” publicity kit, go to:

www.MillionDollarPublicity.com

When you send out a press release, you have to have some name attached to it. You certainly can use a pen name. Many people have used them throughout history – Mark Twain being a name that quickly comes to mind. But, you cannot send an anonymous press release expecting it to be published. It just won’t happen.

Several of you came up with instances where using a name other than yours would be appropriate.

Cynthia Alexander said: “Here’s a reason I can think of to use an assumed name: Suppose that someone wants to spill the beans on something & has written an expose. They can’t reveal their name because they still work within that industry & would be considered a traitor or whistle blower.”

That’s an excellent reason, but notice that the person sending the press release was still using a name, just not their name.

Here’s one from Brijinder Singh:

“One possible reason for this is this situation: You have a high stakes project. You want to try out certain approaches without tipping your hand to competitors or even eventual clients. You think a poorly designed approach would not reflect well on you. So you try out a few pilots under pen names. When you find one that works, you then launch and pursue it under your real name.”

Scott Becker said: “I’ve been putting together a media release for my mortgage business, and was wondering the same thing about keeping my name out of the release. The reason is because I don’t want others in the business to catch on to what I’m doing. Probably not a good idea, but the thought of keeping my name out has crossed my mind.”

Scott, if you send a release with no name at all, it just won’t be printed. Reporters put themselves out on a limb when they run a story. That’s why good reporters will check, double and even triple check their sources and information.

If you use a pen name without letting the reporter know, you’re taking a risk and so is the reporter. For example, let’s say you offered a reporter some very inflammatory information about your competition and used a pen name. The reporters runs the story with your pen name. Your competitor files a law suit against the reporter and the person with the pen name, who actually was you. It becomes very easy for you to deny that you are that person. Meanwhile, the reporter is stuck with the legal problems.

Reporters are very reluctant to let people use false names. The obvious exception to this is “Deep Throat” of Watergate fame. But even then, Woodward and Bernstein knew his true identity. The false name was used to protect the person providing the information.

So, while I agree that secrecy can be used to your benefit, you’ve got to be very careful when using it with your press releases.

See you next time!