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BizSuccess Breakthroughs for
October 11, 2000
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++++++++++++++++++++++++++
TABLE OF CONTENTS
++++++++++++++++++++++++++
..WELCOME to BizSuccess Breakthroughs
..THIS ISSUE'S MESSAGE - "Would You Rather Be Rich
or Famous?"
..SPOTLIGHTS - Products and Services for you and your
enterprise
..QUOTES - To Get You Thinking
..THE FUNNIES - On the Lighter Side of Business
..MORE RESOURCES AT BizSuccess.com
..PUBLISHER CONTACT INFO
..YOUR COMMENTS PLEASE?
..SUBSCRIPTION INSTRUCTIONS
++++++++++++++++++
WELCOME
++++++++++++++++++
Hello. Gary Lockwood here again with more breakthrough ideas
and information on how to:
Grow your business - Make more money - Have more fun.
Thank you again for referring this newsletter to your friends and
colleagues. I really appreciate you for helping to pass the word
about this newsletter.
Most of us yearn for wealth and fame, and yet secretly believe
that those commodities are beyond our reach -- that they are
reserved for others, not us.
Our guest author today says, "Most of the rich and famous people
in the world became rich and famous simply because they knew
how to ethically influence the media."
The truth is, there is no method more powerful or less costly for
creating fame or fortune than publicity. The fact is that millions
of dollars worth of publicity is available to anyone who knows
how to get it.
Check out Mark Joyner's thought-provoking article, "Would You
Rather Be Rich or Famous? This is Not a Trick Question"
My hope is that you use the ideas and information in these
BizSuccess Breakthroughs broadcasts to get the results you really
want. If you want some help in putting them into practice, or if you
have questions, email or call me.
SUCCESS to You....
Gary Lockwood, Your Business Coach
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Your Competitors Don't Know (Times Business/Random House,
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The author is a friend, Kevin Davis. I don't make any money from
your purchase. This is just notice of a good book at a great price.
Now on sale for only $15! (Cover price is $25) Check it out at:
(Note: if the URL below spills onto two lines, be sure to copy
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++++++++++++++++++++++++++++++
THIS ISSUE'S MESSAGE
++++++++++++++++++++++++++++++
"Would You Rather Be Rich or Famous? This is Not a Trick
Question"
- by Mark Joyner
"Champagne wishes and caviar dreams..."
Our fascination with the "Lifestyles of the Rich and Famous"
kept us riveted to the TV screen for 9 years as Robin Leach
entertained us with mouth-watering glimpses of how the rich and
famous live.
Most of us yearn for wealth and fame, and yet secretly believe
that those commodities are beyond our reach -- that they are
reserved for others, not us.
What if I told you that most of the rich and famous people in
the world became rich and famous simply because they knew
how to ethically influence the media? And what if I told you that
if you could learn their publicity secrets, wealth and fame are
yours for the asking?
The truth is, there is no method more powerful or less costly
for creating fame or fortune than publicity
Publicity starts with a news release. The news release is one
of the world's best marketing tools, but is also that wretched
thing that often shatters the hopes of all who dare to seek
publicity. But stick with me and I'll show you how to get the
upper hand that will put you far ahead of all others who have
tried and failed.
Most experienced business people have a story to tell about
their attempts at getting publicity -- and it always ends with the
same question: "Why do I even bother?"
The fact is that millions of dollars worth of publicity is
available to anyone who knows how to get it. One person I know
who has the best batting average at getting publicity is Paul
Krupin. Paul's PR client list consists of the largest roster of
rags-to-riches people and companies ever to be assembled
in one place.
Paul reveals the sobering fact that 90% or more of the news
releases received by editors end up in the trash. According to
Paul, nothing annoys busy editors more than news releases
that are poorly written. More particularly, there are 3 mistakes --
and these are serious, fatal errors that most people make with
news releases.
1) Your news releases talk about you too much. They say me,
me, me -- or my product, my product, my product.
2) Your news releases are an advertisement. They sell, sell, sell.
3) You're sending your news releases to the wrong media.
Okay, so you've made some or all of these mistakes at one time
or another. But don't worry, it's not just you. Most people
fail to focus on the needs of the editor. They don't create
information that is aimed at the editor's audience. So they
fail to get the editor's attention, and ultimately fail to get
publicity.
How then can you make sure that your news release does not end
up as a statistic?
Your news release should be about one thing only -- news. If you
have a newsworthy angle, it hooks the editor into reading every
word of your news release. Make the subject of your headline
sound as big and as startling as possible. You need to make a
huge impact because you just don't know what other news releases
you may be competing against at any given time.
Your product can then ride on the strength of the news angle.
Use the soft sell approach so that your news release will not be
regarded as an advertisement.
Never tell the whole story in your news release. Instead,
generate a curiosity that must be satisfied. This is the
principle of cognitive dissonance that I teach in-depth in 1001
Killer Internet Marketing Tactics. If you create dissonance in
the mind of the editor with an unanswered question, the editor
must resolve that conflict by seeking the answer; i.e., by
calling you.
Before you send out your news releases, hand pick your target
media with surgical precision. This is crucial. Getting
publicity is not a numbers game. It's not how many copies of
your news release you can broadcast at once, but whom you send
it to that matters. The most well-crafted news release will be
trash-bound if you send it to the wrong segments of the media.
Do yourself a big favor. Do not read those mediocre how-to
books on publicity that are available everywhere. The only
thing you'll learn from them is how to get your news release
thrown into the trash. My theory is that a few decades ago,
some misguided person from the school of "Those who can, do --
those who can't, teach" wrote a book on how to write news
releases. Then someone else took the same myths and fallacies,
and wrote yet another version of the book. Pretty soon, there
was a flood of how-to books on publicity -- all rehashing the
same old dreary methods that simply don't work.
Instead, study the PR campaigns of those who have been
extremely successful at getting publicity. Study their news
releases to find elements that you can emulate for your purposes.
Find out the media targets they sent their releases to.
It is immensely easier, faster, and less expensive to learn,
model, and achieve success by following in the footsteps of
those who have been successful than it is to learn how to
succeed by trial and error. Don't buy into publicity theory. Go
with the hard facts -- those strategies that have been proven to
work.
Paul Krupin is a guy who's made all the mistakes that can
possibly be made in seeking publicity. As a result, he has
amassed an entirely unique approach to publicity, most of which
is light years ahead of all other information that you've read
on the subject. Paul has emerged as one of the leading PR and
Media Consultants, and has authored the definitive guide to
achieving publicity, "Trash Proof News Releases."
http://www.roibot.com/w.cgi?IM9841_krupin
+++++++++++++++++++
SPOTLIGHTS
+++++++++++++++++++
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************************
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************************
Your Weekly Message...The Baum Group - a FREE weekly
e-newsletter to help you stay focused, on purpose and more!
To subscribe, click on
mailto:drrae@prodigy.net?subject=subscribe_ezineBSB
************************
How to start and manage any small business
SUCCESSFULLY
The first and most important thing you need in order to succeed
in a small business is... knowledge. Check out all the FREE
Small Business Guides, Tips and Techniques at BizMove
http://www.BizSuccess.com/BizMove
Enjoy this treasure trove of strategies, techniques and tricks.
************************
Hypnotize Someone with Words Alone?
Is it really possible to hypnotize someone
with the power of words alone and get them
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************************
DISCLAIMER
Although we make an effort to check out the advertisements in the
Spotlight section, we cannot assume responsibility for the actions
of our advertisers.
+++++++++++++++++++++++++++++++++
QUOTES To Get You Thinking
+++++++++++++++++++++++++++++++++
Great men may die, but their ideas won't.
Kelly Nelson
Great minds ... discuss ideas.
Average minds ... discuss events.
Small minds ... discuss people.
Growing old is mandatory; growing up is optional.
He has the right to criticize who has the heart to help.
Abraham Lincoln
How do you start your days?
Good morning Lord or Good Lord, morning
+++++++++++++++++++++++
THE FUNNIES
+++++++++++++++++++++++
Stop by our website every day to see the Business Cartoon
of the Day by Ted Goff. http://www.bizsuccess.com/cartoon.htm
------------
Thunderstorms
One summer evening, during a violent thunderstorm, a mother
was tucking her small boy into bed. She was about to turn off
the light when he asked with a tremor in his voice, "Mommy,
will you sleep with me tonight?"
The mother smiled and gave him a reassuring hug.
"I can't dear," she said, "I have to sleep with
Daddy."
A long silence was broken at last by a shaken
little voice saying, "The big sissy."
-------------
Adam and Eve
At Sunday School they were teaching how God created
everything, including human beings. Little Johnny seemed
especially intent when they told him how Eve was created
out of one of Adam's ribs. Later in the week his mother
noticed him lying down as though he were ill, and said,
Johnny what is the matter? Little Johnny responded, "I have
a pain in my side. I think I'm going to have a wife."
-------------
Bright as a Light
A cop saw a young woman down on her knees under a streetlight.
"Can I help you?" he asked.
Replied the woman, "I dropped my diamond ring and I'm looking for
it."
Asked the cop "did you drop it right here?"
"No," she responded, "I dropped it about a block away, but
the light's better here."
***excerpts from: http://www.joker.org/
***
++++++++++++++++++++++++++++++++
RESOURCES AT BizSuccess.com
++++++++++++++++++++++++++++++++
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OR send any email to subscribe@CEOSuccess.com
<Mailto:subscribe@CEOSuccess.com>
+++++++++++++++++++++++
PUBLISHER INFO
+++++++++++++++++++++++
Gary Lockwood is Your Business Coach.
Helping business owners, entrepreneurs, and professionals
to get all they really want from their enterprise.
(800) 272-1575 (USA) - 909/984-3344 Fax: (815) 361-3041
Email: mailto:Gary@bizsuccess.com
Visit our website at http://www.bizsuccess.com
Grow your business, make more money,
have more fun!
++++++++++++++++++++++++++++++
YOUR COMMENTS PLEASE?
++++++++++++++++++++++++++++++
I appreciate feedback, corrections, and comments about anything
mentioned in BizSuccess Breakthroughs. Please send your thoughts to:
mailto:Gary@bizsuccess.com
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