Working The Media PLR Ebook

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Make no mistake, print media is still very influential. These days we tend to talk about social media, social influence and so forth online. But we sometimes lose sight of the fact that there is a real world out there with print media –newspapers and magazines, as well as radio and television. And appearing in any of these media gives you instant credibility you simply cannot get through social media.

One thing that’s especially important to understand is why being in the news is so vastly superior to advertising. When you purchase ads, it’s assumed you can say pretty much what you like as long as you don’t violate any laws. Is it any wonder people are immediately skeptical of advertising claims?

Butwhen you’re in the news it’s an entirely different matter. Journalism is for the most part fact based –or at the very least, people believe it’s fact based. Viewers and readers assume what they hear in the story is true, that it’s been verified, and thatthere is no ulterior motive for the story (such as parting them from their money.)

In a nutshell, advertising raises defenses and news lowers defenses. As an aside, next time you write an ad, whether it’s a sales page, an email, etc., try framing it in the style of news and see if your conversion rate doesn’t increase.

Fortunes have been made with just this tip.Think about it.

Brian Wilkes, an ex-anchorman and journalist, was having dinner with Walter Cronkite. Cronkite turns to Wilkes and says, “You have to be able to look people right in the eye and tell them things they don’t want to hear. The secret in this business of broadcast news is credibility.” He paused. “If you can fake that, you’ve got it made.”

Most trusted man in America? Hardly. Googleit sometime and you’ll find the bogus survey CBS quoted when bestowing that title on their evening news anchor. But Cronkite was intelligent and good at his job. As he explained, the secret was not in convincing people of what he believed, but in finding out where they stood, determining the exact center of the ever-shifting ground of public opinion, and then standing there and owning that space as if he had been there all along.

This is juicy stuff, especially for a marketer. If Cronkite were in our shoes, he’d tell us to find out where our customers’ heads are, and then build our products and our messages based upon that. This way you never need to convince –your prospect has already sold himself before you’ve even offered him your product.

In The War of the Worlds, actors portrayed journalists, ‘reporting’ of the invasion of Martians in New Jersey. As implausible as that story was, there were still people who believed it was actually happening. Why? Because it sounded like breaking news, not a radio

In the 1950’s the Federal Communications Commission in the U.S. created new regulations to limit and govern the commercial content of television. The worry was that the lines between paid advertising and news were becoming blurred and consumers werebeing fooled. But then in 1984 the American President Reagan eliminated those regulations. Result? The infomercial. Now you had extra long commercials that were staged like talk shows, news shows, etc. with the sole purpose of selling products. And it worked better than anyone even dared hope. According to tapebeat.com, over $150 billion of consumer products in the US are sold through infomercials each year.

What’s my point? Get you, your products and your website into the media spotlight. Or at the veryleast, make your advertising look and feel more like news than just another sales pitch.

There are two basic methods to getting into the news.The first is to be the subject of a news story. Examples might be that you’ve got an especially provocative, titillating or controversial product worthy of being news, or your business is holding an event to raise money for a worthy cause. This gets you into the media eye for short bursts of time, but each time you want to get back into the media, you need to come up with another brilliant, newsworthy idea.

The second method is to become an authority in your field –someone the media turns to for quotes, to answer questions, to explain information to their audience and so forth. This gets you into the news on a more frequent basis, although with less splash.

Both methods are good, and together they can create more free advertising than you could hope to buy in a lifetime.

If you’re thinking that you or your business could never be featured in news stories, you’re probably right. The very first thing you’ve got to do is get your head around the fact that you or your business can indeed be newsworthy. If Wayne Gretsky missed 100% of the shots he didn’t take, then you’re going to miss 100% of the media opportunities you allow to slip by because you’re not confident you have what it takes to be news.

There isn’t time or space here to give you the full run down on getting into the media –entire books are written on this topic alone. For example, Free Publicity: A TV Reporter Shares the Secrets for Getting Covered on the News by Jeff Crilley is in my opinion an especially good one.

Other Details

- 2 Ebooks (PDF, DOC), 10 Pages
- 4 Ecovers (PSD, JPG, PNG)
- Year Released/Circulated: 2016
- File Size: 2,554 KB

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