New Year, New You via the Media Polisher

Ah, the holidays... It's a time of sharing and celebrating with friends and family as well as sharing with those less fortunate than ourselves. It's also an opportunity to review the current year and set resolutions for the kinds of events and experiences we want to accomplish in the coming year. Many of us laugh at the idea of making New Year Resolutions because the promises to lose weight and exercise more often don't continue past January 15th for most people. However, when it comes to accomplishing goals in one's business, well, those resolutions often do come true.

So what is it you want in 2011? If you have a business, one item you should have on that list is to become more visible. Your clients and customers are looking online for you. Are you making it easy for them to find you? If not, why not?

Wouldn't it be great if by the New Year you had everything in place in order to be more productive and more visible in 2011? You can, you know. Statistics show that more and more people search online via video, e.g. youtube. Why not take advantage of this and get your video recording done so that you are ready to go after new customers,clients, readers, etc., after January 1st?

The Media Polisher is set up exactly for this. Get ready for a highly interactive workshop with experts who can help you get to the heart of your key messages, train you to look your best on camera, and take you through the process so that in the end you walk away with a great HD video for your Web site, blog or the social media sites.

The workshop is coming up on Friday, December 10th in Portland, Oregon with an additional 2 hour, one-on-one session on Saturday the 11th. In this workshop you will develop those essential key hooks and angles that will capture your audience and have them watching and listening for more. You will learn techniques that will help you relax and sound natural on camera (even if you think you will be nervous), and you will learn how to look and sound genuine and authentic--exactly what people are looking for from those they buy from these days.

To attend this workshop with the Media Polisher, please email joanne (at) joannemccall (dot) com. We will send you details on how you can attend this creative and important event.



If these dates don't work for you, send us an email anyway and learn about our one-on-one trainings through skype and other online opportunities. Really, isn't it time you catch up with what so many already know? Being visible online means just that--being visible. People want to see you. There is a reason reality TV is so popular right now. Sharing our genuine selves with our potential customers and clients is critical and it's expected. People want to do business with those we know and like. So take the plunge and get in touch with us. We want what you want. Your success. Contact us.



For now,

Joanne



Joanne McCall

The Media Polisher Team

To Publish or to Self Publish?: That is the Question...

This question is in the top 5 of the most frequently asked questions I receive. People ask me in email, they ask on Facebook, they'll DM me in Twitter, they'll stop me at conventions, or when I speak, or in workshops. Others will ask me out to breakfast, lunch, dinner, coffee, or Happy Hour. Still others will hire me as a consultant because they want to know the answer to this question, and they're smart enough to know they need some help figuring out the answer. Here is the question:

Should I find a publisher or should I self publish?

Every day. I get calls, emails, letters (really! Letters) asking me this question.

And it's a good thing they ask because it is critical to understand the pros and cons of each choice. The path is littered with obstacles and very expensive mistakes, so the more you know on the front end, the better your chances of achieving your goals without having to sell the house.

When I am asked this question, I have at least ten to ask in return in order to get an idea of what their ultimate goal is. Questions such as:

• What is your overall goal or objective?
• Do you want to be in bookstores and libraries?
• Do you have a platform?
• Are you savvy online?
• What is your budget?
• Do you understand all of the expenses you're going to have if you self publish?
• Do you understand distribution channels? Wholesalers, distributors, etc?
• Are you aware of POD? Do you know the pros and cons of this option?
• Do you speak?
• Do you want to sell in the back of the room?
• Do you want to be on Oprah (How to get on the show is the 2nd most-asked question.)

Because I am asked this question so often, I have decided that I must streamline this and have opted to do a teleseminar on Tuesday, December 7th at 5:00 p.m. Pacific Time (6:00 p.m. Mountain; 7:00 p.m. Central; 8:00 p.m. Eastern). This one hour phone call is free to you and will provide you with the pros and cons of each possibility. This will give you a very good idea of which option is going to work best for you. For me, it's an opportunity to share a lot of knowledge I have gained simply because I work in this business every day. In a call, I can help a lot of people all at once, rather than going out to lunch and telling each individual separately.

I am only taking a specific number of people on this call, so if you're interested please let me know ASAP by sending me an email to:

joanne (at) joannemccall (dot) com

The page for online signups is still being designed, so for now simply contact my office and we will get you taken care of. I will send you the call in number and other important details.

Thanks for your interest. Publishing a book is a very big deal. If I can help you to navigate the sometimes murky waters, it is my pleasure to do so. Remember: Tuesday, December 7th. Talk to you then!

Warmly,
Joanne

Media Polisher Seminar, October 23, 2010

In my last post, I gave a very detailed explanation of how things have changed in the way you generate media interest for you business, product, service, or cause.

Because I believe we have to put our money where our mouth is, I have created a one-day seminar designed to help you generate more sales, more media, and more mojo!

This will be on the ground in Portland, Oregon on Saturday, October 23rd with other dates and cities to follow. The good news about Portland is that this one will be a third of the regular cost of this program. This is because it is in my own city and it's a pilot program for now. I have taught this material many times before, but this is a new seminar and it's going to shine! You will leave with a well-produced video and tons of information on how you can use it. Would love to have you there.

Contact me at joanne (at) teleport (dot) com or 503-642-4191. When you're ready to make this happen, you'll know it. Call me.

Warmly,
Joanne

Build your Own Media Platform and Take Back the Power

Wow…Times are changing. It isn’t enough to reach out to media anymore when you want publicity. Now you have to build your own media empire so that media can find you—and you can talk directly to your clients and potential customers too!

The key is, you want to deliver the right message. Here’s an example of what NOT to do: I had an epiphany earlier this summer when I viewed a video posted on Facebook by a well-known, small business expert and then watched his brand deteriorate in mere seconds. The years he had spent building and nurturing his business image blew up in about 6 seconds (maybe less). My heart ached for him because with a little training, he could have put out a compelling and informative piece of video that enhanced his brand, his business, and his book. Instead, it hurt him. And, here’s the scary part: the video doesn’t go away. It’s still online and still available for all to see. You do not want to make a similar mistake by communicating an unpolished look that distracts from your important message. It could cost you a lot of business.


I hope this story caught your attention. It certainly caught mine, and prompted me to expand my service offerings to ensure others are not only protected, but understand how significant the changes taking place regarding publicity and marketing can impact a person's business, product, service, or cause. I also have suggestions on what actions need to be taken now to ensure your business stays healthy and profitable.

As a publicist and “media insider” stemming from my career in broadcasting, I’d like to talk about the “olden days” for a moment (which is only a couple of years ago, by the way). Media worked like this: You, the expert, pitched media a story or segment idea. If they liked the idea, they then interviewed you, which is turn was presented to their audience…the readers, viewers or listeners who then bought your product or services.

Reality check: This model has morphed considerably.

The above is still true—you still pitch media for interviews—but now in addition to the traditional media model, you have what some call the “new media”—all the online opportunities through Web sites and bloggers. But that’s not all. You now have direct access to your audience through your Web site, blog and social media and they can all talk to each other! We have a completely different landscape than ever before, but wait! There’s more. We now have the ability to go viral. One video has the capability of circling the globe—sometimes many times over. Problem: If you don’t know how to take this information and make it work for you, then it really can’t help you. In fact, it can really hurt you. Again, the story of the small business expert blowing his brand in mere seconds illustrates this point well.


Reality check: You no longer have the option about whether to be online or not.

In fact, it isn’t enough anymore to simply have a Web site. To be effective in this day and age, you have to be present in all the places where your market expects to find you, AND you have to be proficient in multimedia. Gone are the excuses, “I don’t have time for social media,” or “I don’t know what I’m doing, or….” etcetera, etcetera. I’ve watched people either sit back and deny what’s happening or downplay that they don’t need it. I’ve watched others get proactive but because they don’t really know what they’re doing, they make a lot of mistakes: no plan, no strategy.

Here is the secret to success. Are you ready? The time has come to learn how to take powerful control of your business—your brand—and have fun doing it! You see, I value having a good time while working and I’ll bet you do too. However, it’s hard to do that if you’re feeling overwhelmed. It’s hard to do that if you feel scared. You may worry that it’s going to take too long, or maybe you’ll never really get it. (Why do I need social media anyway?)

Reality check: You can’t afford to wait.

You can’t afford to put it off any longer because the world just keeps moving forward—whether you’re there or not. So, If you’re ready to figure this stuff out, then let me help you. For years I have been preparing people to do interviews, to prepare their own publicity materials, and to prepare for doing media interviews.

Now—I am helping people to prepare in a new way. I will have more on this soon. It's a good time to reflect on all of the changes that are taking place.

Joanne

Sell your Message; Sell your Book; Sell Yourself

I've been doing book publicity for a number of years now, and my clients can attest to the fact that I insist upon media training for each book that is released.

There are several reasons for this.

1. Each book is its own entity with its own key messages. You must take the time to be able to deliver these key messages in an informative and often entertaining way. This doesn't come naturally to most. Training will help you become more effective and engaging.

2. Confidence. The time to learn how to deliver your message is not while you are on the air. The time to learn this and figure it out is before you interview with a host, journalist, or blogger. Knowing how to handle any situation thrown at you will give you great confidence in your message and your abilities.

3. It can take a long time to build your brand, and you can blow it in seconds. Don't let that happen to you.

4. Ask yourself, "What subject am I most worried about being asked about during an interview?" That is the place to begin. Train until you are so good at answering this question that you actually hope each interviewer will ask you that. Then you are ready.

Being able to communicate your messages in a powerful, pursuasive way does not come naturally. It is a learned skill, and that's the good news. You can learn it.

So take the time to consult with your publicist, publisher, or media trainer about how you can be more effective and ultimately sell more books.

Have you been media trained? What was the best tip you got during your training?

Apolo Ohno & Joanne McCall

You just never know who you are going to meet next.

That life lesson was brought home to me again recently while on a business trip from the West Coast to Orlando, Florida. I was on my way to visit my client, Dr. Richard Bandler, the co-founder of NLP (Neuro-Linguistic Programming) when I had a three-hour layover in Salt Lake City. (I prefer non-stop flights--doesn't everybody?--but for circumstances beyond my control I found myself on my laptop at the airport getting some work done while I waited.)

I didn't pay much attention when a couple of guys sat down next to me and started talking. At some point I looked over and before my eyes was one of the few people in the Universe I would be tempted to interrupt for a photo.

Speed skating great, Apolo Ohno. For those of you who watched the Winter Olympics, you know who I'm talking about. If you didn't, well, you might wonder why I am writing this at all. Trust me, he's very, very good and he's pretty darn cute too. I remember reading that during his training season he has four two-hour workouts a day. I complain when I have to exercise for an hour, but four two-hour workouts each and every day? Amazing. He looks it, too.

So there I was, blackberry in hand, when I posed this question to my Facebook friends: "I am sitting here in the Salt Lake City airport and Apolo Ohno is sitting next to me. Do I interrupt him for a picture?" Within moments I got a response from Amy who said, "Throw caution to the wind. Go for it!" and from Lisa, a publicist friend of mine who said, "YES!" That's all I needed to hear, so I grabbed my phone and in my most pleasant manner found a moment to break in. He was very, very gracious (made me swoon even more) and his friend snapped the photo. I'm not sure who his friend was and I feel a little bit bad about that. After all, he may be the #2 best speed skater in the world, which is pretty darn good, but Apolo is #1.

I thanked him and got back to my seat, immediately uploading the photo onto my Facebook page. Then I looked at the picture. He looks great. I am closing my eyes...Dang it! But, aside from that, not a bad pic.

Which reminds me: You just never know who you might meet next. When you are in line at the grocery store and you casually strike up a conversation, you have no idea who you're talking to. You may find out the most incredible thing about him or her. Yes, I had an advantage here. I watched Apolo skate for a couple of weeks and he is a celebrity now. But people don't have to be a celebrity to make an impact on us. He or she could be an agent (and you're looking for one for your next book) or a radio or TV producer (and you have a segment that would be perfect; he or she thinks so, too), or you might be next to someone who has just suffered a tremendous loss in this life and they are grieving. A smile from you might do wonders for his or her spirit. The person next to you might some day become your best friend, your husband, your wife.

Life is full of mysteries. When it comes to promoting your book, the process can sometimes seem mysterious (haha) but there are lots of steps you can actively take, and there are other coincidences that simply seem like fate. The stars lined up and you found the right people along the way. Stay open to life. Expect the miraculous. You never know who you're going to meet next. Enjoy each and every moment. I sure enjoyed my moments with Apolo. Oh, and Apolo? If you're looking for a publicist, I'm one of your Facebook friends.

Bright Triumphs from Dark Hours

As any book publicist will tell you, the success of a book depends on many things--but the number one key to success is to have a great and timely book to promote! Bright Triumphs from Dark Hours is one such book.

At a time when living in America resembles a roller-coaster ride on the way down, untold numbers are living Thoreau's "lives of quiet desperation," without the drive or know-how to shift gears. Even though there is talk that our economy is turning around, 2010 is going to be tough for many. Reading about how others have created bright triumphs from dark hours can be helpful and inspiring to those currently in the trenches.

David Heenan, a former David Heenan, a former senior executive with Citigroup and Jardine Matheson, trustee of the Estate of James Campbell, one of the nation's largest landowners, and a visiting professor at Georgetown University, is the author of Bright Triumphs From Dark Hours: Turning Adversity into Success (University of Hawai'I Press; January 2010 ).

Heenan examines the lives of ten extraordinary people who overcame great adversity in their personal or professional lives by applying winning strategies that guided them out of the darkness of near-defeat and into the light of success. He divides his profiles into three categories-crusaders, combatants and comeback kids-and draws not only from education but such genres as sports, the military, climbing and corporate downfalls.

Heenan shares these remarkable stories and explains the 6 life principles they all have in common. Then he explains how others can apply them in their own lives.

Here are the individuals included in the book:

* Joel Klein - New York City school chancellor takes on the monumental task of overhauling the city's embattled public school system

* Shirley Ann Jackson - A scientist who breaks down barriers and becomes the first African American woman to receive a doctorate from MIT and head a major research university

* Bill Snyder - A revered football coach who transforms a perennial loser into a national championship contender with average athletes

* Joanne Boyle - survives a life-threatening cerebral hemorrhage to lead the University of California's women's basketball team to national prominence

* Gary Guller - The loss of an arm could not stop this man from scaling the world's highest peaks

* The Frozen Chosin - Semper Fi. At the Chosin Reservoir on the frozen Korean peninsula, the U.S. Maries escaped the deadly fog of war to fight another day

* Sacagawea - She was the lone Indian, the lone mother, the lone female, and the lone teenager on the perilous Lewis and Clark expedition

* Scott Waddle - a split-second mistake by this navy commander caused the Ehime Maru disaster and was a sad ending to his stellar navy career

* Patti Dunn - Former Hewlett-Packard chair fighting to restore her professional reputation and her personal health while battling cancer

* Steve Case - High-Tech entrepreneur rebounding from the ill-fated AOL Time Warner merger to lead a philanthropic revolution

During these troubled times when many are losing their jobs and having difficulty making ends meet, examining the lives of those who have overcome great adversity and can give each of us hope and courage to come out of the darkness into the light of success.

Bottom line: We're neither hopeless nor helpless. There's a lot we can do to deal with adversity.

David Heenan is available for media interviews. Please contact me if you're interested.

Joanne McCall
National Media Publicist
joannemccallpr@yahoo.com or via facebook, twitter, or LinkedIn

Geneen Roth, author of Women Food and God

I have the very good fortune of being able to work with the most amazing authors and publishers because of my profession as a book publicist. Geneen Roth is among the very best. She's smart, funny, and kind. She cares about people and that comes across in everything she says and writes.

Geneen is the author of numerous New York Times bestsellers including her newest effort Women Food and God: An Unexpected Path to Almost Anything, a book which is getting a lot of attention, and rightly so. Geneen has been writing on the issue of food and our reponses to it over for 30 years. Here is what Oprah talks to Geneen about in the April 2010 issue of O Magazine.

Geneen says that the most radical part of her own story is not that she stopped dieting; it's that she stopped trying to fix herself. She stopped fighting with herself, stopped balming herself, her mother, her latest boyfriend for her weight. And since diets were her most flagrant attempt at fixing herself, she stopped them as well. Women Food and God. It's an exceptional book from an exceptional writer.

Book Marketing and Publicity Tip #5

Book Publicity Tip #5: Read, Watch, and listen to the online and traditional media outlets you want to feature, mention, or cover you and your book in some way.


I'm a big believer in doing what works. Always have been. The key here is to remember that as much as things change, e.g., platforms, popular media outlets, etc., some things always stay the same, e.g., treat people well, don't spam, get to know who you want to cover you, etc.


It does not work to get a huge list of media folks and then spam all 2000 of them with your latest pitch letter. You would be amazed at how many people do exactly that. I can see the temptation: you can save time, money, and effort, but it just annoys people and makes them never want to talk to you, which completely defeats the purpose. Spamming is just wrong on so many levels that I don't know where to begin talking about it. So, here is my suggestion:


Create your own "wish list". This is a list of both online and traditional media where you think you and your book should be featured or mentioned or included in a story. This list can contain everything from your wildest dreams to the obvious--from Oprah to your local daily newspaper.


Research, research, research. Find out what outlets are interested in what you have to offer by reading them, watching them, or listening to them. Who writes on your topic? Who should know about you and your book? You want to be able to pitch them intelligently and knowing what the outlet or writer writes about is critical. The point here is to show you care and to show that you're a professional. You understand their job, which isn't to educate you or anyone else on what they cover. Through research, you will know. Show them that. It will take you far.


There is much written by online journalists and bloggers on how they do and don't want to be approached. The truth is, it hasn't changed over the past several decades. Online or offline, we all want to be heard and respected. If you do your homework, approach media like a professional with an understanding of what their work is about, you will be successful. Will everyone say yes? No. But at least they will know you took the time to understand their needs and the next time it may be yes!