How Women's Magazines Find Their Experts

Here are some fast and easy info-nuggets I picked up attending the recent ASJA (American Society of Journalists & Authors) conference in New York. I attended a panel featuring three editors and one sought-after freelancer all working for major women's magazines - Women's Day, Marie Claire, O, Good Housekeeping, and Family Circle.
Here's what these women revealed about how and why they choose certain experts to feature.

1. They generally find their experts through personal contacts. Often freelancers will simply put an email out to their pals - "Anyone Ever Have a Relationship with a Gay Architect?" was the subject header in such an email I got recently. It was for a story that appeared in the New York Post. If you're not on such a short list … you want to get to know these folks.

2. Next, they rely on Google and ProfNet.com. They simply search on Google, or they check out the trade database of PhD's, academics, authors, and other experts - www.profnet.com  (If you don't have official credentials, or a major PR firm fronting you, and if you're not in medicine, health, technology, or academia it can be hard to get in…. and that's why the rest of us use a related company, www.prleads.com, instead.) Though one editor noted "We don't always rely on ProfNet because there are a lot of PR people fronting these experts." And THAT'S why a properly optimized site, set up in a media friendly way represented by no one other than you is so critical … cause it means they want to find you, 'in the raw'; not the canned version your PR person is selling.

3. They get them from freelancers who write the articles (who also use their personal network.) Often editors expect the freelancers to find the experts. One editor on the panel suggested unknown experts should network with local media at the regional level, get written up by then, and then see if those folks could use them again in pieces for national media. (Years ago, I used this tack to get written about in a Philadelphia paper, then again in New York Magazine.)

4. They use contacts from pro networking events. Organizations like ASJA allow anyone to meet the editors at conferences, mentoring sessions and such … and living meetings and carefully maintained contact can yield big results. That's why I always advocate creating a Top 20 list of media contacts who are niched just for your market. Then pursuing them thru post cards, email, phone, etc..

5. One More Note: They don't usually go out for coffee. When I was a freelancer, one of my most important jobs was to maintain the editor-writer connection. So I'd take editors out for breakfast and pitch them story ideas. I always got something out of it … and so did they. But times have changed (that was ten years ago.) Now they say they're too busy for coffee - just give it to them in an email. So I propose the virtual lunch or coffee or even tea … have lunch or goodies delivered, and while they eat, chat on the phone about some story ideas that would use you as an expert. It's a hustle - but I think it could be a good and effective one.

Tags: Getting national media, breaking into women's magazines, expert status

Take the ‘Are You Fit for Oprah?’ Challenge

Here's something useful for those who've been fantasizing about getting on Oprah. It's a great contest, 'Are You Worthy of Oprah?' by a publisher, Meg LaBorde, who's Big Bad Book Blog covers the book industry.

Meg has wisely tracked just who's been on Oprah for the past year, and codified the formula into a quick questionnaire (talk about a great free viral promotion idea!) When you drop in and take her quiz, you have to take a hard look at just whether you're likely to ever fit into some fairly rigid guidelines this show has.

For instance, I've never even attempted to get on Oprah because I knew my corner of self-help - creativity and dream motivation - is just not covered. And sure enough, in the quiz they do suggest that financial self help and addiction recovery are hot topics. But there's not a lot of support for other types of self help.

Hard to believe, isn't it? But this is what these folks learned after really 'crunching the numbers' and analyzing a year worth of shows.

Yes, it's a really fast and somewhat superficial quiz … but it's a brilliant demonstration of something I'm always harping about. Most major talk shows and magazines are all about recreating formulas that work, week after week, month after month.

Drop in and see if you're 'Oprah worthy' … and welcome to the reality of booking certain types of TV. Also, follow their link to Oprah's 'editorial calendar' that tells you which shows they're working on right now. See any openings for your particular platform?

(Reassuring note: It's not all THAT critical to book Oprah these days. I rather like the guerrilla online approach, myself, and have done just fine with it. How about you?)

Take the 'Are You Worthy of Oprah?' Quiz.

Tags: Booking Oprah, national tv, be a talk show guest

Maximizing How Big You Sound

One thing I noticed in my coaching today is how naturally shy people are to toot their own horn. How I wish they weren’t, for it makes it ever so much harder for their people to find them.

An example: in my current coaching group, I was coaching a client who is a therapist about her bio for a possible media page. When I asked for her credentials, she told me she had a masters in psychotherapy. Which sounds educated, but somehow not very accomplished in the field. On further probing, I found that she’d been working in the field with people for fifteen years … that she had, in fact, helped hundreds of people in her practice. And that this could become part of her bio.

Now THAT sounds accomplished!

Another client was concerned about a competitor who’d recently entered her field of coaching. “I’m far more established,” she fretted, “but nobody really knows it.” We remedied this by doing a little math. In the prior 8 years, through the publication of a book, a magazine, and the getting of much media, we figured she’s helped more than 250,000 people with her work. So that immediately got posted on her website, and in her media materials. Now she sounds ten times bigger!

It’s interesting how much bolder your platform can become if you stop looking at your credentials on paper, and really tally up who you’ve helped or how long you’ve been in practice. That’s what people really care about anyway! What can your bigger platform claim be?

Why Your Business Will Love a Blog

OK… You’re reading this on a blog – so you already know what they are and how cool they are to tap into for great content. But what can they do for your business… in other words, must poor overwhelmed you really take on ANOTHER commitment every week?

Yep! If you want to attract media, increase sales and build steam. Here’s why:

1. Blogs are a key media attraction tool. A recent study reported that 73% of major media players now use blogs in their work. Specifically, reporters from big publications like Wired and The Wall Street Journal spend several hours every day reading blogs to find experts, track trends, and get ideas for stories.
   
   
2. You can build great customer relationship with blogs. My regular website’s conversion rate hovers around 2-3%. But my blog’s conversion rate shoots up between 5% and 10%. Why? Because I’m talking to these folks all the time – I’ve enrolled consulting clients, and sold very expensive products off of my blog with little or no advertising present. Simply because I’m there, I’m talking, and they’re listening.
   
   
3. Blogs give you a chance to stay current with your updates. Keeping people in the loop with frequent posts about your business, what you’re thinking, and where you’re heading creates buzz. It’s that simple.
   
   
4. Your readers can answer back … and ask. Here’s a great forum for finding out what they’re thinking – and modify what you’re doing in response. This really is a whole new marketing model that’s forming as we speak … but it works.
   
   
5. Google, Yahoo and all those other robots and spiders can find you. Indexing a blog is easier than a flat site. So your chance of getting a boost in your Search Engine rank is very high. It took me one year to get a respectable Google Page Rank (from the Google Toolbar) of 4 on one of my sites; the blog took less than three months to get a 4. That’s powerful!

Creating On-Line Publicity Events

Just read a neat write up about How to Create a Fantastic Publicity Event from the blog at 101PublicRelations.com .

And it got me thinking about how to throw great publicity events … without ever leaving your office. I don’t know how other Net marketers do them, but for me, they’re participatory viral events. On-line ‘events’ that no one can resist, that are not time specific, and have a hands-on piece where people have to do things.

They’re on my mind because now it’s late fall in the

Adirondacks

, and we’ve all moved inside in the last few weeks. So we’re lookin’ for stuff to do that isn’t cold and wet.

Here’s what’s worked in the past:

1. The Mega Marketing Makeover Contest. This was a fun event I brought in 12 partners for, each of whom donated a prize in exchange for some publicity. We drummed up a $4500 pot of prizes, mostly services and products from these folks. Then we took submissions, followed up by requests for votes on the best of four finalists. The winner, Vermont Shortbread Company, has been blogging off and on this year about her process of claiming each prize and using it. (More exposure for partners.)

2. The Dream Binder Giveaway. I made a fun set of binder sheets anyone could assemble, along with how-to’s, for a Dream Binder – a supportive collection of notes, resources, encouragement, inspiring biographies, quotes, etc.. for a friend with a dream to pursue. Almost 2000 people downloaded them and either kept them for their own dream or gave them away for the holidays. We’ll be doing this again this year, with a twist! (And a contest attached, possibly.)

3. The Coming Out of Hiding Questionnaire. Here was a simply, one page questionnaire you could download to determine if you are, in fact, hiding. It fed people directly into a course I led with Jennifer Louden on …. Coming out of hiding!

4. A Workbooked Free Teleclass with an expert guest. Marc Harty joined me for a wildly popular free teleclass in which all participants got a workbook, and followed the call along, filling it out as they went along. (The topic was driving traffic to your website.) Almost 300 people signed up; about 200 actually attended.

So here’s what I observe: the on-line event has to have an action step for folks to take – even a small one like taking a questionnaire. Better yet, doing something for a free sample works like a charm.

Factors to consider:

-         We’re all too busy and have no time for anything that won’t directly benefit us (sad but true)

-         We tend to get involved with sources we already know and love (hence the need for ezines and blogs)

-         The more good stuff we get in a freebie, the warmer we are towards its source and the more likely to buy down the road

-    At their best, these events can draw in media large and small. Use services like  PRWeb.com to release PR announcements, and to alert buddies with big ezine    lists.

Upcoming Events to Look For Here:

-         My birthday party at the ICF Conference in

San Jose

CA

on November 12 (the last day) … can you eat chocolate cake at 10:00 in the morning? No problem! Drop by Booth #161 after lunch then. We’ll be having special games and cake in the booth all day.

-         My Giant Creative Dream Makeover Contest (see above) to launch the newly redesigned howmuchjoy.com … in November. You can make your dream a reality with all kinds of great prizes and giveaways

Got some online promo ideas of your own?

How did PRLeads do?

Here's a nice surprise. Just got an email with an issue of an elaborate web-based and print newsletter, Media Relations Insider, with three quotes from me in it! That's good for brand buzz... and thank you to PRLeads.com who provided the connection.

So now that we're nearing the end of the month, how did PRLeads.com do? (You may remember I signed up for PRLeads this month with the intention of reviewing it's service here occasionally.) I recieved about 40-50 leads. Of those I found about 8 that actually corresponded to my business. Of those 8, I booked two that I know about. Two freelancers emailed me back nice replies that said they had all they needed. And I got a column on a high-traffic site, plus the mention above.

That seems like great value for PRLeads.com's low fee -- when you consider what a publicist would cost, or even sending out 8 press releases over the web. I'm really satisfied, and will stick with the service.

How about you other folks who are using PRLeads? How was your month?

How to Blog So the Media Will Find You

Just got off the phone with a Bulldog Reporter teleconference with four reporters from major pubs (WSJ, NYTimes, Wired, San Jose Merc) talking about how they use blogs and podcasts in their work. I had to pay the big corporate fee to get in, but it was worth it -- I really got new perspective about just how many of these big players rely on blogs to get ideas, track news, and check out a source's credibility.

Keep this in mind, platform builders, as you evaluate if and when to start your blog, the time is now! A few interesting observations:

• They kept talking about how 'granular' the medium is, i.e. deeply niched ... so they can find out far more than they used to about someone's expertise. (Yes, you REALLY need a niche, now)
• Spelling counts. They all agreed spelling and grammar mistakes disqualify a blog. (This sent a chill down my spine as I'm a particularly lousy speller and there's no spell check on this dang thing)
• Blogs can spout opinions unlike standard journalism, which is why they offer the media fresh ideas, perspectives and general fodder ... so tell your point of view, by all means
• They find you by going into technorati.com and punching in different categories, and seeing who's there
• Some journalists on the call check RSS feeds for 100 different blogs per day, which they download on their computer through Bloglines ... and they spend up to 2 hours per day just reading blog content
• A Columbia study says that more than half (51%) of journalists use Weblogs regularly — with 28% relying on them for day-to-day reporting
• 43% use blogs for research and referencing facts and finding sources (36%). 33% of journalists use blogs as a way of uncovering breaking news or scandals
• They're relying on your blog to uncover the dirt and tell the insider story -- and if you do, you'll be rewarded with huge hits
• Find your favorite big bloggers and approach by email with an introduction to what you do and who you are.
• Blogs are NOT replacing PR releases ... and yeah, you still need a media room on your site
• To get the perfect A list of big blogs to post stuff about you and your blog, don't go to the top dogs on technorati.com (a blog search engine). Instead, read them and see who they read and link to … then go after THOSE guys … the not so 'discovered' blogs just under the radar, emerging
• Once you find the blogs you'd like to have pick you up, gingerly offer up a free review copy of your product or service. There are no restrictions on this kind of thing, unlike traditional media ... but still proceed with caution. No fair buying media!

I asked what 'granular' meant, because they kept mentioning it. Got this lovely description:
"Thousands and thousands of viewpoints representing thin slices of the world”

A neat way to spend a few hundered dollars and a good 90 minutes!

PS. I've got one spot left in my Platform Push Coaching Program ... join 14 inspired coaches and infopreneurs as they build platform together for the next six months. They get my full feedback on branding, web design, media kits, speaking kits, all kinds of media approach tools, and more as they get their marketing act together. Learn more.

How to Build Your Business ... And Help New Orleans

OK, it's official. I've finally launched a product that I've been sitting on, for no good reason other than the time didn't feel right, since May. I'm talking about my Guided Marketing 101 CD, which I created to launch at the Coachville Conference last spring ... in New Orleans.

The conference was great -- New Orleans felt like some kind of powerful home to me. I met amazing people, found many new clients, sold products and even led 250 people in a marketing meditation (the highlight for me!) And yes, I spent my off time wandering through the Garden District's historic homes, riding the cool old wooden street cars (one really was named Desire), eating collards and soaking up the laid-back, warm Southern ambience.

So now, in the midst of devastation, death and chaos in this formerly beautiful city, I'd like to do my part to give back. I'm launching my Guided Marketing 101 CD today, and 50% of all proceeds from sales between now and October 15 will go directly to the American Red Cross. I'm hoping to send them at least a $5000 check.

The Guided Marketing CD is a spiritual tool anyone can use for guidance on how, when, where and even with whom to market your work. It contains a guided meditation I created and have used as the basis for all of my marketing decisions. And it has built my business from a smallish five-figures to a really comfortable six figure operation -- a 300% leap in less than 18 months.

And yeah, my decision to release the product now and do it as a benefit was guided, too. (If now is not the best possible time to release this thing ... when IS?) So drop by my site and check out Guided Marketing 101. Did I mention it comes with a pretty cool e-workbook that guides you along the way?

I'm now off to entice other infopreneur-pals to help me move this baby -- and possibly put up some of their own products for Katrina relief as well. See ya!

Big News -- PRLEads is workin'! And yeah ... I've got braces

OK! This PRLeads thing is working. Just got off the phone with my new buddy Carl who's a journalist, setting up regular content for a really well-trafficked business site's that's about to relaunch. Carl, who I read about in PRLeads just below ... and fired off an email to.

I can't say which site at the moment as they're planning a big relaunch, but they currently get 1,000,000 visitors a year. The cool part: I just pitched and won a regular review column with them on different automated promo systems. How easy was this?

I scored with only my second reply to a PRLeads.com post... that's a really high rate of return! I already feel I've gotten mega bang for my buck -- and the month has only just begun!

PS. By the way, I just came out as a grown up with braces (for TMJ) and posted my new headshot in the upper left corner of this blog. I felt the old one was too fuzzy and  just too business-ey, when I'm really a gal in a denim jacket here in the Adirondacks. What do you think?

More pitch tips from PRLeads.com

Got one more piece of advice on the blurb I sent past PRLeads.com owner Dan Janal yesterday. He suggested I close with a few other article ideas ... however, he cautioned, "... list only 1-2 word descriptions. Don't pitch a new story. They'll hate you if you do."

And speaking of pitching... here's what I got today from PRLeads.com:

So here’s the latest batch of leads from my buddies at PRLeads.com . In case you’re just jumping into this now, these folks send me automated posts from editors and journalists looking for experts, whom I can pitch.

Recent leads include:

- Article on how malls get people to spend more money
- The ‘greening’ of the beauty market
- A request for experts on MacDonalds (not just if you eat there a lot, folks!)
- Management tactics for marketing depts.
- A call for ‘crisis management experts’ a la Katrina spokespeople
- Request for white papers, case studies on web marketing
- Something on a Bush quote about African-Americans
- Casino marketing
- Marketing to kids
- A request for donations to a goodie bag for a major women's marketing trade association (that looks good to me!)

Oooooh … here’s ANOTHER good one for me. A request from a well-trafficked marketing web site for articles/white papers on ways to expand your automated marketing systems. That’s something I’ve written about – and will be speaking on next spring at a pre-BEA event for the Publisher’s Marketing Association.

I'll blurb them right now!

How to Get Your Media Pitch Perfect

Dan Janal, the very hands-on director of PRLeads.com, the service I'm blogging about this month critiques your first reply to the leads you get, so you can really get the template perfect. Scroll down to the previous post, "Here's What I Sent the Reporter", to see what I sent out.

Then here are Dan's comments:

"I'd suggesting stating the name of your book in the first sentence. That way they can identify you as the author of a book. Right now, no one knows you have a book. Your description sounds like you are a teacher (where, which school? That's going to be their first question). Either be an author or a consultant to build your businesses. Right now, I don't even know the name of your company.

I haven't seen many people do bold facing. Let me know how it works. I'd suggest testing. To my thinking, you might have done it too many times here, but testing is the only way to know.

"My contact info" is self evident and a bit cold after a nice warm note. How about closing by saying "I'd be happy to help you on this topic, or topic a, b, or c." That way you plant new story ideas or topics in their minds."

Here's what I sent the reporter

So ... I just whipped up a post to these folks, following Dan Janal's prescribed formula, which arrived by email when I signed up. Here it is:

Hi Richard. My name is Suzanne Falter-Barns and I teach small businesses, entrepreneurs and other how to build platform and get known as an expert (www.getknownnow.com) I developed this business after getting known as an author and creativity expert. I’ve been written about in Women’s Day (three times), SELF, First for Women, Women’s World, Real Woman, New Woman, and on more than 100 TV and radio shows.

Here are 3 tips for effective media rooms:
Put Immediate Contact info first – and keep that cell phone on and ready to go all the time. (I was quoted in a story for First for Women through my own media room – and they found me at a yoga retreat!)

Post a story page loaded with good story angles AND additional peer contacts and resources to assist with the process. Make it really easy for these folks.

Trumpet your niche proudly. State just what sort of expert you are, and how you serve your category. One of my clients got a four page feature in Time Magazine who found her via targeted search engine entries. Her niche is self-development adventure travel for middle aged women (http://www.wrightdirection.net/programs.htm)

My own info: Suzanne Falter-Barns Office: 518 963-8927 Cell: 518 569-6649 info@getknownnow.com www.getknownnow.com BLOG: www.painlessselfpromotion.com 

I'll be surprised if I hear back from Richard, since this is so close to deadline -- but this was good practice. I also took Dan up on his offer to review my first submission, and give me feedback. I'll be posting it here. Stay tuned!

Leads I've gotten so far

In order to promote this blog and my marketing site, http://getknownnow.com, I’ve registered for the following keywords with PRLeads.com: marketing, entrepreneurs, sales, home business, publicity, and a few others like that.

Here’s what has come across my email inbox so far. (These are all requests for experts generated by various types of national media.)

• Requests for:
  - An airline advertising expert
  - Something on minority cell phone use
  - Marketing tips for life insurance agents
  - Marketing pharmaceuticals
  - Marketing for pop bands
  - Conveying info from satellite home offices to main offices
  - Books on landmines
  - Popularity of Linux format software
  - Celebrity messages of hope for Katrina victims
  - How small businesses deal with Katrina in Gulf Coast
  - Developing new products for baby boomers

… WOW! I just found a really good lead that came out late on Friday afternoon -- about what makes media rooms effective on sites. That's something I coach folks about all the time. And it’s due by 3PM today. ... YIKES! Off to blurb.

Update on PRLeads action

OK, folks ... I got leads! I haven't found a way to use any of them yet, but fear not. Leads are definitely forthcoming when you sign up for the media lead-generating service, prleads.com. (If you didn't read my earlier posts, I'm trying a one-month experiment to see if I can snag some major media using this service.) In fact, the needs show up in automated batches every two hours during the work day, depending on flow. As well as a helpful series of emails about how to use the service, and just what form your pitch replies should take. (More on that in a subsequent post.)

What I'm really impressed by is the hands-on attitude of PRLeads owner, Dan Janal. He makes a personal appointment with you via phone, and helps you hand pick the perfect categories. Then he coaches you on how to reply -- even letting you send him test replies 'til you get it right. Dan's a PR vet who really knows how these editors and other think, so his service is really useful for anyone desiring quotes as an expert in their field. Seems cheap for $100 per month.

Back when I was a freelance journalist, we used to comb the pages of ProfNet, a directory of academics, PhD's and such for our expert sources. Dan's service has kindly opened up the playing field to psychotherapists, coaches, self help authors, and the like who are equally capable of passing along good info.

So... to date, I've gotten several leads of trade journals about business and marketing matters. I'm using this blog and my companion site, www.getknownnow.com, as the sources for the leads. But since my market is primarily entrepreneurs (there is an 'entrepreneur' category), small businesses, coaches, speakers and authors, I haven't found my perfect lead yet.

And some seem to be category specific -- folks looking for really niched busines stuff.

On the other hand, maybe I'm not being creative enough. When talking to Dan, he cited Fern Reiss, a master marketer who can turn ANY lead into ink for herself. Her stories are legend... anyway, I'm eager to see if I get leads over the weekend.... and I'm going to look at them with fresh eyes geared towards maxxing my opportunity here.

How to Get National Editors/Producers to Contact You

We've had a win! One of my coaching clients, Jean Charles, just got her website, http://www.couplepreneurs.com/, picked up by Lifetime TV's website in this article. (Jean is an expert in couples who work together.)

How? A coach buddy of Jean's saw mention of the reporter's need for experts on couples who work together -- at Profnet.com. That site used to be restricted to experts who were PhD's, medical doctors or those had academic affiliations. BUT, now you can get on their radar screen if you sign up for PRLeads.com. This monthly service sends YOU requests from reporters who need experts to interview. (They've affiliated with Profnet.com ) I've just signed up for one month, and plan to blog about the results here.

The next step is that Dan Janal, owner of PRLeads.com, will call me to set up correct categories these editors can find me under. I'm specifically interested in getting calls about this blog and my related website, www.getknownnow.com .

Forward ho! Anyone out there using PRLeads?

'My Yahoo' page inclusion works!

Interest experiment: I just put my blog on a 'My Yahoo' page I just created for myself. Testing whether this will make the Yahoo spiders feel all warm and fuzzy about my blog. Then immediately logged on to Yahoo and did a search under 'Self Promotion Blog' ... and there she is. Number 10! This blog stuff really works. The SE's really DO notice and boost you if you have a blog. How cool is that? Best of all, it offers anyone who wants a chance to load it onto their own 'My Yahoo' page.

Furthermore, without doing ANYTHING (and I do mean 'anything') I've gotten somehow up to a Google Page Rank of 4. I mean ... I barely post on this thing. So I'm reforming. I'm in conversations with a Blog expert on how to set this thing up so it really gets read. I'm psyched.

Just for the record, I've also got the New York Times Arts & Leisure headlines on my Yahoo page, too. Even though I left Manhattan 7 years ago, some habits die hard. I may live in the woods, but I still need to know what the pundits are saying about Broadway today.