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3 Secrets of
Establishing Yourself as the Expert of Choice
© 2004 By
Marisa D'Vari
Have you ever felt a jolt of envy to see a
competitor - or even a friend - grinning up at
you from a newspaper or trade publication? Why
him, and not me, we often wonder.
When you are interviewed by the media, you
gain official third party credibility. On a
subconscious level, prospects, clients, and
colleagues may subconsciously believe that the
publication or show is actually endorsing your
services and giving you the golden seal of
approval.
Receiving media attention is the quickest
way to emerge as the expert of choice, and
elevate yourself above your competition. And the
great thing is that a single media appearance
begets even more media appearances. You don't
need a high priced publicist to become a media
darling, but you do need to become proactive and
resolve to start now.
Here is an easy-to-implement 3-step plan
that will have you generating publicity in no
time flat.
Click Here to Start.
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Step 1:
Buy a notebook and carry it with your everywhere,
especially when you read the paper or your trade
publications. Journalists today feature between 3-5 experts
for every story to add a balanced perspective, local color,
and help the reader map the anecdote to his own experience.
Begin to write down the names and publications of
journalists who cover experts similar to yourself. Jot down
the titles of their stories and add this information to a
database such as Act.
Write these journalists a four paragraph "introductory
letter." In the first paragraph, tell them that you are a
fan and mention a specific article by name. This flatters
them, but more important, shows that you actually read their
stories and know the themes and issues they actually cover.
In the second paragraph, briefly discuss your area of
expertise, and offer yourself as a source for future
stories. You may score more points by mentioning that you
are also a member of many associations related to their
beat, and that you can offer other experts should they need
them. In the third paragraph, you may mention a few timely,
relevant story ideas (see Step 2).
Then, in the last paragraph, mention you will call
them to discuss it further on a specific date, and do so.
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Step 2:
Develop a running list of story ideas. With that same
notebook you take everywhere, begin to jot down story ideas
as they occur to you. For example:
1. Research you have done for a client. Can you turn this
into a case study or story idea?
2. Questions clients are asking you. Are clients all
suddenly asking the same question? This may be a universal
concern journalists want to know about.
3. Trade show gossip. What were people whispering about in
the halls? What can you turn into a story?
4. Trends.
Journalists love trend stories. You are out in the
field and read an assortment of trade publications, but they
are shackled to their desk and rely on experts such as
yourself to feed them hot information and new trends. What's
new in your field? What do you see for the future?
5. Observations.
In the course of your daily life, story ideas are all
around you. In the past, before directed awareness and your
notebook, they might have flown into one ear and out the
other. Now, you'll write these observations down and turn it
into tasty media morsels.
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6. Evergreen stories.
Each year, the media needs to cover the same topics.
If you are an accountant, you know the media is going to
want timely tax saving tips, so score brownie points by
giving the subject a new spin.
Step 3:
Put yourself in the position of an editor, reporter, or
producer. Specifically, realize that:
1. They want news and information relevant to their
audience.
2. They want "new news" - if it could have been told last
week, or next week, it's low on their radar screen.
3. They prefer it if you put the story together for them.
Instead of just giving them a one-line idea, do the legwork
yourself and find sources in addition to yourself.
Score even more points by finding a source who opposes
your point of view, since journalists like to cover both
sides of an issue and love the tension created by
controversy.
Becoming a media darling can build your business and
give you the "celebrity status" usually bestowed on film
stars and politicians. 95% of the trick is simply becoming
aware of the opportunities around you, and realizing that if
an expert similar to yourself was featured on a show or in
an article, so could you!
ABOUT THE AUTHOR:
Download a complimentary 79 page ebook describing a
multitude of ways to build buzz for your business and read more valuable
free articles on publicity at
http://www.BuildingBuzz.com or email
D'Vari at mailto:mdvari@deg.com |
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