Are Stores Calling You to Order Your Product On Their Shelves?

Are you having to fight to get into new stores and at the same time battle for prime shelf space?  Here’s an inside tip about how to turn the tables in the battle for shelf space in retail outlets.  It’s called “reverse distribution.”

“Reverse distribution” is a name we’ve coined to describe the phenomenon in which customer demand results in stores calling you to order your product for their shelves.

Let me share this story from one of our clients, Stephen Grubb, President of SoyNut Butter Company.  He said:

 “The media exposure you got for us resulted in kind of a reverse distribution process.  In other words, instead of waiting for stores to carry our product, this publicity campaign created such demand that stores are calling us to order our products — just to satisfy their customers!”

Let me use talk radio as an example since you may already be familiar with its value as a marketing tool.  You’re probably aware that recent ARBITRON reports show that news/talk stations consistently rank first in market share among persons 18 and older.

And based on a demographic survey published in Talkers (a talk radio industry publication) concerning the talk radio listener, “ …talk radio listeners are diverse, mature, educated, attentive, active and affluent….”

That’s why talk radio is such a dominant marketing tool, and why being featured as a guest is a leading way for you to market your products to a targeted audience.

For nearly 20 years we have been booking our clients not only on talk radio shows but national and local television shows as well.  We are successful in booking a high quantity and quality of interviews because we understand the media’s needs and only provide them with interesting topics and reliable guests who know how to capture their audience.

And, best of all, our fees are not based on a monthly retainer (as is standard in our industry) instead they’re based on performance!

Using publicity as a marketing tool, you can drive customers into their local stores to request your products.  So, if you’re interested in finding out how this PR strategy might apply to you, call Steve at 727-443-7115 x 202, or e-mail him at steve@emsincorporated.com .  

August 20th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Public Relations, Publicity, Publicity Advice, Radio, Related PR, talk radio | No Comments

Is Your Book Targeting Both Genders?

You talk to a lot of people about your book…but do both men and women hear you in just the same way?

The answer is probably no.

It’s not a question of chauvinism, sexism, or any other “ism,” for that matter. We’re just geared differently. And the more you know about these key gender/marketing differences, the more books you’ll sell. It’s that simple.

So consider these differences the next time you do a radio, TV or print interview to promote your book.

“Just the Facts, Ma’am” Versus Telling the Whole Story

According to the great “Marketing to Women” book by Martha Barletta, a book I often refer to, men tend to strip propositions down to the “nuts and bolts,” to the bottom-line reasons for buying or not buying. And the faster they can do that, the happier they are. Think of this as a sort of Dragnet, “just the facts, Ma’am,” buying philosophy.

Women, on the other hand, tend to be more information driven. You could say, the more information, the better-almost the opposite of men. Martha Barletta says women are looking for “the Perfect Answer.’ Now I realize this is a generalization-and there will always be loads of exceptions to any “rule”-but women tend to want more “surrounding” data than men do before acting.

You might try testing the above research in your next interview-talk about your book in “headlines,” outlines and shorthand if you’re selling to a predominantly male audience, but tell as much of the whole story as you can if you’re selling mostly to women.

And, as I wrote before, if you’re speaking to both genders, blend the two approaches. Decide ahead of time how to present the nuts and bolts case as well as the “inside scoop.” Maybe begin a new interview direction by doing a quick outline that covers the basics, the facts, then launch into stories that flesh out the topic…and just repeat that formula until the interview is over.

There’s another thing you need to know about marketing your book to men and women. 

The Value of Warm and Fuzzy

 If you’ll forgive another seeming cliché, women tend to care about the things they buy. Here’s what Barletta wrote in her book:

“Remember that women’s gender culture is geared toward empathy rather than aspiration.” She goes on to write about a hypothetical SUV ad campaign that might have particular appeal to women-it wouldn’t talk in terms of “our 270 horsepower engine” but instead of our “4,000 pound guardian angel.”   

Simply put, if you’re doing media interviews to promote your book, you will be talking to a split gender audience, so it’s vital you know how to tailor your message to both men and women for a successful campaign.

Remember, if we can help you promote your book by scheduling interviews for you on radio, TV and/or in print, don’t hesitate to call. Contact Steve at 727-443-7115 ext. 202 or email him directly at steve@emsincorporated.com.  Also, please visit us online for more information by clicking here.

Find out why New York Times bestselling author Earl Mindell said, “Event Management is the best in the business.”

Also, despite these various appeals to women, don’t make the rather large mistake of “going pink.” That’s when companies make an obvious “women-only” appeal. It doesn’t work. Women will only consider it corporate patronizing and end up resenting you.

July 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Press Release, Public Relations, Publicity, Publicity Advice, Related PR | No Comments

Generate A Record Number of Leads!

Find out what my clients are saying about Radio and TV Interviews…

You always hear me talk about the promotional value in appearing as a guest on radio and TV.  We at EMSI know this to be true because of the feedback from our clients who skillfully use these mediums.  But, this week two of our clients had such great successes, that I wanted you to hear from them directly about their phenomenal results.

Last week Dr. Anthony Martin, who is using a book to promote his natural health products, appeared on The Daily Buzz, a Nationally Syndicated TV show.  He was thrilled with the interview and the response he got.  He said:

“Thanks for getting me on THE DAILY BUZZ!  Wow!  We had a record number of visitors to our website which of course means great online sales and a huge number of people added to my data base for future sales.”

Of course, we were thrilled as well!

Another client, Howard Ruff, best-selling author of “How To Prosper During The Coming Bad Years In The 21^st Century” is using talk radio to promote his highly respected financial newsletter, The Ruff Times.  Howard told me:

“There are three things I have to say about talk radio.  First, you get better and better in telling your story.  Second, talk radio listeners are intensely interested in what you have to say, and respond well. I have done about 10 interviews so far, and have acquired over 5,000 names at my website, and they are prime leads for my marketing efforts.  Third, talk radio listeners will often do business right now.  I have done somewhere in the neighborhood of 50 newsletter subscriptions — that’s around  $7,500 in business so far — and we haven’t even started marketing to the people who hit my website!”

I enjoy this feedback from my clients as it confirms what I know to be true.  The power of the media can be an incredibly effective promotional tool.

Look, the winning formula is clear - if your message has mass appeal, the quality of your product or service is high and you know how to use the media to reach your consumers, you can experience the same successes.  Actually, even if you haven’t had practice with the media - don’t let that stop you.  EMSI’s clients receive media coaching at no additional charge.  We want you to be the best you can be for the radio and TV interviews we arrange for you.

The bottom line is simply this - your products or services aren’t going to sell themselves.  And, when you consider that millions of products are released into the market every year, you need to do everything you can to let people know about yours - and how it will benefit them!

But, the media is pretty selective about who they want on their shows.  So, if you qualify as a guest, you should definitely take advantage of this opportunity to have a live conversation with thousands of prospective customers.

And, while most public relations firms charge hefty monthly retainer fees without offering any guaranteed media results, my firm has a completely different approach.  At EMSI you don’t pay a monthly retainer, instead you only pay for the radio and TV interviews we arrange for you. 

There’s one more thing you should know.  Because we don’t collect a monthly retainer, we have no vested interest in taking a long time arranging interviews for you.  Instead, our vested interest is in getting you on quality shows as quickly as possible because if you get the results you want, you’ll sign on for more interviews.

If you want to learn more about how we can get the media interested in your products or services, then call my partner Steve on 727-443-7115, Extension 202 or email him at steve@emsincorporated.com.  Steve will enjoy the opportunity to learn about your promotional goals and how we might be able to help.

We look forward to hearing from you!

July 16th, 2008 | Posted in PR, Public Relations, Publicity, Radio, Related PR, Television, Testimonials, talk radio | No Comments

Four Tips To Get Talk Radio Hosts Interested in Your Book

Talk radio interviews are one of the bases of a writing homerun.  In fact, they’re custom-made for non-fiction authors who want quick, affordable national exposure for their titles.

Let’s face it, where else can you:

* Kick-off a coast-to-coast publicity campaign in less than three weeks?

* Create promotional “buzz” for your book at the grass-roots level?

* Reach America’s greatest urban markets - Boston to LA - from the comfort and convenience of your own home?

* And, talk directly to fans and fans-to-be?

Publishers and best-selling authors understand all this. They know the marketing and promotional value of appearing as a guest on talk radio.  And, of course, so do we, as we’ve been arranging interviews for almost 20 years now.

And, during that time we’ve certainly learned a thing or two about the preparation that goes into booking guests on talk radio.

Let me share some tips with you:

TIP #1/ Stay Current

First off, you need to follow the news. What are people talking about? What is the media saying? What’s the buzz? Why is this important? Because, in case you haven’t noticed, talk radio is all about current events. Current events in politics, in sports, weather, health, culture. So when you know what’s current, you can package your message to fit the news…making you an attractive guest for a talk show.  Your job is to scan the network and cable news channels, the newspapers, look at news Websites, and, most importantly, monitor the talk radio landscape. Take time to listen to some local and/or national talk shows, hear what they’re talking about - get a feel for the rhythm of it.  Most of all - get a pulse of the public listening in.

TIP #2/ Tie-Ins To The News

I mentioned “packaging” your message? That’s a key. As you follow the hottest stories in the news, think of ways you can tie the message of your book into them.  Look for controversy or big names, big money or even relationship issues… These are always tantalizing topics for many talk show hosts (and their listeners). Developing a good angle for your book that’s newsworthy means you might even be able to get on the air with your novel - we’ve had success doing that a number of times.

TIP #3/ Pitch Your Topic, Not Your Book or Yourself

As you develop your message, keep in mind that radio hosts are interested in what you can do for their listeners, not what they can do for you.  They want an interview, not an infomercial for your book. So, when pitching to hosts and producers, put emphasis on the issue you want to talk about on the air, rather than on your book. The fact that you’ve authored a book gives you credibility “currency,” so spend it wisely when pitching your cause. There’s no need to worry…once on the air, you’ll be given plenty of opportunity to plug your book during the interview.

TIP #4/ The Right Press Release Formula 

Nothing is more important than the press release itself - it’s your key to the media’s door.  The quality of our press releases have everything to do with our  success in booking guests.  You want to make sure your headline is enticing - it’s got to grab the media’s attention. The text of your release should elaborate on the subject matter and what the “on-air” conversation will be about.  It’s always good to include a couple of juicy or provocative quotes.  Also include a short, but impressive bio, and 5 to 10 questions you’d like the host to ask you.

There’s plenty more to learn about, but these few tips can help jump-start you into the world of talk radio.

If you need help - give us a call.  Scheduling talk radio interviews is second-nature to us. For nearly 20 years now, we’ve been booking 50 to 100 radio interviews virtually every week for clients. Talk radio producers and hosts from the nation’s 100 biggest markets have come to rely on us for the steady stream of top guests they need.

If you want professional representation to the media, call my partner Steve Friedman at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.  We’d love to help you!

July 16th, 2008 | Posted in Advertising, Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

Have You Started Work on Your Fall Book Promotion Yet?

The scramble for this fall’s book promotion is about to get underway.

Whether you’re a new author, new publisher, or just someone who’s been in this business a long time, you probably understand the reality here.

With nearly 300,000 books published every year, it takes real know-how and promotional intensity to make sure your book stands out from all the other new books being released.

You need that promotional intensity because, with deep pockets, your competition is very serious about how they play the book promotion game.

So, in order to win, you need to know two basic rules.

Rule 1: The Media is Your Best Path to Consumers

The big publishers know the value of great media exposure and what it can mean to the success of a new book.  The game to win is getting on the air and in the news, as soon and as often as possible….and ahead of everyone else!

Considering that fall is a prime publishing season, you need to get a jump-start on your competition - preparing your materials and creating your media strategy NOW.  Why?

First: RIGHT NOW, every book publicist and publicity department at publishing houses have their strategies defined and press materials in progress, or in many cases, in place.

Second: What many book marketers don’t realize is that there are a finite number of media opportunities available for guest interviews.  It’s not like buying advertising time to promote your book where your money is all that matters.

Third: There are a finite number of media opportunities for specific topics! Let’s say your book is about real estate investing, and there’s a similar new book just released from the big boys. Since the morning news shows are slated to only do a couple of stories, at most, about your topic, the race is on to secure those slots. Whether it’s just you (the author) or a big publishing house, it will still come down to who got to the producer first with the best pitch.

Rule 2: Know the Media Timelines

Timelines are how long it usually takes for each of the different media to “bring you to the public.” For example:

1.  Magazines. They have the longest lead time-monthly publications often schedule 3 to 9 months “out.”

2. Book Signings. If book-signings are part of your strategy-and they should be-even if only on a local level — you need to work these well in advance of radio and TV.  Particularly if your book is a fall release. Competition for book-signings is fierce this time of year. If possible, we’ll start as early as 3 months in advance.

3. Local TV. We find it best to pitch producers 4 to 6 weeks in advance. Yes, some producers ask us to call back closer to the date our author will be in town… but even in this case, we’re still there first with our pitch and have hopefully left a positive enough impression to land the segment.

4.  Radio Interviews. Two weeks in advance is a good rule of thumb. Sometimes producers will want you sooner, but this depends on the timeliness of your topic.

5.  Newspapers. We pitch local newspaper journalists one to two weeks in advance, not earlier.  Daily papers are looking for “news” and unlike magazines they’re not planning as far into the future.

As you can plainly see, you need to start your campaign plans right now, right in the middle of summer. That’s the case whether you’re handling your own book promotion or hiring professionals like us to do the job.

And, if you are looking for professionals to help you-keep us in mind. For nearly twenty years now, we’ve been getting media exposure each and every week for non-fiction authors, publishers and a host of other clients.

The difference between us and many other PR firms is our slogan: Guaranteed Media Attention. We guarantee what we’ll do for you. If you pay for talk radio interviews, you’ll get the number of talk radio interviews you paid for.  If you want TV coverage, you’ll only pay for the TV appearances we arrange. Period.

Want to ensure your book isn’t shut out of this busy Fall season?  Call my partner Steve today on 727-443-7115 x 202 or email him at steve@emsincorporated.com.  But, don’t hesitate as the media opportunities will soon be filling up!

July 16th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Press Release, Print, Public Relations, Publicity, Radio, Related PR, Television, talk radio | No Comments

The Five Pieces of the Press Release Puzzle: Part 1 of a 2 Part Series

I thought you might enjoy reading an article I wrote which was published in the February 2008 issue of PMA (The Independent Book Publishers Association).  Since the article was lengthy, I’ve split it up into two parts so that it is easy to read.  This is part one:

Most people seem to believe they can write a press release, mail or email it to a radio or television station, and sit back and wait for the avalanche of phone calls.  But as time passes and no producers are beating down the door, they make a few phone calls only to discover that no one even read the release.

The following are components of radio and TV press releases that will make your show idea come to life for producers and hosts, and also position you ahead of the pack.

1.      Headline! Headline? HEADLINE!!!

Arguably the most important aspect of your press release, headlines are so vital that entire books and seminars are dedicated to the art of constructing the most effective ones.  Now, don’t let this scare you.  Writing a killer headline is definitely a skill that can be developed; all you need is a clear and concise overview of your topic.

Write down your show idea and look it over.  Now look it over again, remembering that it should be an idea for an interview that relates to your book but most definitely not a summary of the book’s theme or content.

What is your key message? Is your show idea newsworthy? Are there any well-known people you can tie into your topic?  Do you have any impressive statistics that are relevant?  Does anything controversial tie directly into your subject?  The answers to these questions will help you develop a headline that will capture the attention of producers and hosts.

First and foremost, your headline must instantly communicate the topic of the show.  The test is, if you can envision what the conversation will be about just from the headline - you’ve got it!

Generally, headlines should be no longer than one sentence.  As this is a lot of weight to put on a single sentence, sometimes you will need a subhead to support it.  The result is that anyone who reads the headline and subhead together will immediately click on the concept of the show.

Here are two examples of the successful headline and subhead combination:

Global Economic Chaos?

Expert Reveals Predictions on Grim Future of US Economy

Are Personal Conflicts Ruining Your Life?

How to Successfully Resolve Squabbles in Everyday Life

2.      Topic Summary

This is your chance to present a concise summary of your show topic.  It should continue naturally from the headline and expand on it.  The headline gets the attention, and the discussion topic gives the reader more.

The discussion topic component of your press release should be two or three sentences, tops.  Again, try to tie your topic to current events, big names, big money, or controversy.  Don’t be worried about repeating yourself in different sections of the press release. After all, you want to get a cohesive point across!  Tip: Try writing the headline and topic summary together.

Here is an example of a headline with a topic summary.  Notice the bolded words and how they tie the two together.

Global Economic Chaos?

Expert Reveals Predictions on Grim Future of US Economy

The United States is about to move into a period of major economic chaos and poverty that will wake up people to overthrow the rule of money in society in a ballot-box revolution.  Let an internationally renowned expert reveal predictions on the grim future of our economy.

3.      Talking Points/Question

These are an absolute must for radio and TV because they are the shaping tools that guide the host through your topic.  Often, hosts read directly from press releases during an interview.  This not only makes them look knowledgeable; it saves them heaps of time.  So why not have them ask you questions you’ve created, enabling you to get your specific message heard?  This makes you look knowledgeable and makes for a great interview!

Yet again, you will need to tie in current events and any controversy that will stir interest.  Generally, it is good to give no more than 7 or 10 of these conversation shapers.  For instance, here are a few questions that were used in a release for a radio show on “How to Find the Perfect Pet for Your Lifestyle”:

• What are the primary reasons people decide to get a pet?
• What criteria should people follow when choosing a pet to make sure it fits into their lifestyle?
• What can families do ahead of time to determine what type of pet is best for them?
• How can families prepare children for the responsibility of caring for a pet?
• What are some of the things people need to consider before adopting a puppy or other young animal?

If you do get invited as a guest, your interviews will generally last anywhere from 10 to 30 minutes for talk radio and 3 to 5 minutes for TV.  So, concise is a word you should keep in the forefront of your mind.

Remember: The more you focus your questions on the topic of your book, the more interested listeners will be in it.

Well there you have it: the first 3 pieces of the press release puzzle!  Coming up: the final two pieces.

In the meantime, if you are interested in learning more about how we can get your non-fiction book the media attention that it deserves, please call my partner Steve at 727-443-7115, Extension 202 or email him at steve@emsincorporated.com.  Nothing beats a real-life conversation!

June 27th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Positioning, Press Release, Public Relations, Publicity, Radio, Related PR, talk radio | No Comments

The Power of Buzz Marketing

You hear from me all the time about the power of publicity and how it is a great, cost-effective method of creating “buzz” for your books, products or services.  But I want to share another tip: the importance of staying in the public eye.

Why?  Every year the American public is hit with nearly 300,000 newly published books and an endless number of products and services.  The point is that no matter what you sell or promote, you have fierce competition to contend with.  Your challenge then is to stay ahead of your competitors and continuously be in the face of your prospective customers.

How do I know this?  As a business owner for nearly 20 years, I know the effect that “buzz” marketing has had on my own businesses.  And, like many companies, without a large marketing budget my challenge has always been to think out of the box and find cost effective marketing solutions that keep my company and name in front of my audience.

Any “buzz” marketing starts with a little “Marketing 101.”  Simply put, identify your audience and then make yourself known to them - over and over again. But stay in front of them with quality information that will benefit them.

How do you do that?  I think you know my answer: THE MEDIA!  You’ve probably heard me say a million times that the media is the pathway to consumers… and it’s true!  How else can you gather a captive audience of thousands or millions at one time, who listen to you talk about your book or product for 10 to 20 minutes?  That’s some powerful buzz marketing.

But, it’s media exposure on a continuous basis that creates this “buzz”.  It provides credibility you can’t put a price on and at the same time, generates a valuable level of brand awareness.  And, unlike consistent advertising, on-going media exposure won’t kill your marketing budget.

Now don’t get me wrong.  I’m not suggesting that “buzz” campaigns will supply instant sales results.  I’m saying, if you are consistently in front of your customers with valuable information, eventually the “buzz” will bring them in.

Let’s stay in touch and of course call or email me if you need help with creating more “buzz” in the media!

June 19th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Positioning, Print, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

No-Risk PR! Guaranteed Results on Talk Radio and TV!

What if you could get first-class publicity for your product on television and talk radio shows that deliver high audience numbers…with zero financial risk?

If you’ve ever dealt with public relations companies, you know many would just laugh at such a proposal.  You know there’s usually a steep up-front charge and monthly retainer fee.  Plus you typically have to sign up for a long contract - even though you don’t know whether they can deliver on their promises.

EMSI has a completely different approach to obtaining national media exposure for your company - using “No Risk PR.”

The risk is on us.  With radio interviews we guarantee that you will be booked as a guest on the number of shows you paid for…or your money back!  And with TV appearances you are only billed when we secure a confirmed date for you!

A client of our, Dr. Arnold Goldstein, founder of E-Z Legal Forms and best-selling author of numerous financial books said, “Dollar for dollar, EMSI’s talk radio campaign provided a far superior return than our advertising.”

Publicity can make or break your product promotion.  Marketing consultants, ad agencies and even other PR companies use EMSI because we deliver results.

And there is no time like the present to get your product in front of millions of consumers!  Call me today on 727-443-7115, Extension 202 or email me at steve@emsincorporated.com to discuss a GUARANTEED, NO RISK PUBLICITY campaign your product deserves.

June 9th, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

How to Get Hometown Media for Your Book

As an author, you may have recently published a book.  In writing this title, you dedicated much of your time and passion in order to create a final piece of work that can be enjoyed by people everywhere!  But getting your book noticed is no easy feat.  In this crowded marketplace (there were nearly 300,000 books published in 2007 alone) you MUST take an active approach to let book buyers know that your book exists, on both a national and a local level!

While national media exposure for you and your book is ideal, there is great power in local media exposure as well.  By focusing on your hometown media outlets you will be able to build a solid base of fame and recognition from which to grow on.  Creating as much “buzz” as you can locally will compliment your national campaign to no end and it also gives you invaluable media experience when the national media starts to knock on your door.

Fortunately many local journalists and on-air personalities enjoy interviewing local authors and experts like yourself.  This gives you an upper hand in grabbing their attention, and you will also gain their support in spreading the word about your book!

If you want to create solid book “buzz” in your hometown, I would recommend the following actions:

*Book Signings:  When it comes to the secret weapon of gaining local exposure for your book, they don’t make ‘em any stronger than this!   At every book signing:

• Books will be stocked on their shelves after you leave, unless of course you have a sell-out
• You’ll receive free advertising and promotion in the book store’s customer mailings
• You’ll have prominent placement for as much as a week prior to your signing
• You’ll earn powerful third-party endorsements by store employees whom have met you during the signing

 (If you would like more information about the Hidden Values of Book signings, please click here to request your copy of my article “The Truth About Book Signings”)

Book signings are a goldmine for local publicity.  I strongly suggest doing as many as you possibly can, including all stores that are located within a 100 mile radius.   Even ask friends and relatives to see about setting up book signings for you in their hometowns.  The name of this game is not only to create the local “buzz”, but it is also “let’s sell some books!”

*Talk Radio Interviews and Television Appearances:  Generally speaking, every city has radio and television programs that have a format for guests.   Do your research on the web to find the main stations that broadcast in your hometown.  Then go to their website where you will find information about the shows they broadcast.  Look for those with a format for guests and find the contact information for the producer.  Then call and pitch yourself as a guest.  How many should you aim for?  AS MANY AS POSSIBLE!

*Local Newspapers and Magazines:  When it comes to the print media, at EMSI we find that “Tips” type articles have an extremely high pick up rate with newspapers and magazines.  If your topic offers any sort of solution to a problem, then a “Tips” article is what I would suggest.  Write an article that gives 5-7 helpful, quality solutions (or “Tips”) to a problem that many people face.  Next, identify the newspapers and magazines in your local market, go to their website and find the right “beat” your topic falls in - for example - religious, business, health, lifestyle, etc - and send your article to the journalist that covers that “beat.”  If there isn’t one person in particular that you can identify, “as you’ll find in smaller weekly papers” send your article to the editor - in - charge.  Make sure that the article is professional and print worthy,  if so some publications will print it “as is.”  But since you’re a writer, this should not be a problem.  And once again, get as many print placements AS POSSIBLE!

When it Comes to Your Hometown Media: Get As Much As Possible!

Let US Worry About Getting You National Media Attention

You have a lot of work to get done to successfully execute your local publicity campaign, so let EMSI focus on the national attention that you and your book deserve.  We are publicity experts with nearly 20 years of experience and know how to gain the media’s attention outside of your local market.  Plus, our fees are unbeatable.  With no monthly retainers, pay-for-performance fees (radio and television) and project based fees (print), we can get you the national media attention that fits to your budget.

So get the national “buzz” for your book started today.  Call Damon on 727-443-7115, Extension 208 or email him at steve@emsincorporated.com.  There is no time to waste to actively promote your book so it stands out from the pack both nationally and locally!

May 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, Newspapers and Magazines, PR, Print, Public Relations, Publicity, Publicity Advice, Radio, Related PR, Television, talk radio | No Comments

10 Reasons Why Talk Radio is the Best Promotion for Your Product and Service!

As publicity experts, talk radio is one of the tools that we use everyday to help our clients gain national recognition, promote their books and popularize their causes.  And because it is so effective our clients keep coming back for more!  Fact is - talk radio may honestly be one of the best-kept marketing secrets there is. There are many reasons why this is true - but let me give you ten to start with:

1. THE RIGHT DEMOGRAPHICS.  Every year Talkers Magazine does a research project to profile who’s listening to talk radio.  And, every year their survey confirms that the talk radio listener is, “diverse, educated, attentive, active and affluent…” If this describes your customer - it’s a perfect match!

2. TARGET AUDIENCE.  Not only are the demographics of talk radio great - but with specialty talk shows on politics, health, relationships, lifestyles, finance, consumer advocacy, sports, etc., we can identify shows that are a perfect match for your service, once we know the audience you’re trying to reach!

3. EFFECTIVE SALES TOOL.  Publicity is definitely not paid advertising.  But it can be far more effective.  Just ask Dr. Arnold Goldstein, well-known financial advisor and author, “The interest in our books from radio interviews has far exceeded the response we’ve seen from our advertising campaigns.  Dollar-for-dollar, talk radio interviews has shown a much better return!”

A compelling radio interview can promote your product or service without the audience even realizing it!  And, as hosts don’t want to be bombarded with phone calls with questions about your company, they’re highly motivated to frequently mention your website or toll-free number.

4. THIRD PARTY ENDORSEMENT.  Talk radio hosts have loyal followings - that’s how they maintain their ratings.  And listeners tune in daily to hear what their favorite host is talking about.  As that host is often thought of as an old friend or even a trusted advisor, when you appear as a guest on their show, listeners hear an implicit endorsement of you, your service and your message!

5. CREDIBILITY.  This is a crucial ingredient in every marketing campaign - and talk radio supplies it in abundance.  One of our clients told us, “…every show I’ve appeared on - the host tells his listeners about my great expertise, my many accomplishments and how proud they are to have me as a guest!  Of course, the more important I am, the more important the host appears to be. As far as promotion and credibility goes - it just doesn’t get any better!”

6. TIME TO TELL YOUR WHOLE STORY.  As a guest - you get not just 60 seconds, but ten to sixty minutes of quality time with a very targeted and attentive audience.  You have enough time to talk about your service and in many cases you have a chance to answer questions from callers.  It’s a perfect way to get your full message heard and understood by the audience!

7. COST-EFFECTIVE PROMOTION.  Talk radio interviews are all done by phone.  So without ever leaving your home or office you can have a direct and oftentimes live conversation with consumers around the country.  Plus our fees for this publicity service are minuscule compared to what you’ll spend in advertising dollars to buy the same amount of air time!

8. IMMEDIATE EXPOSURE. You can be on the air within two to three weeks!  And, because talk radio keeps up with changing times and topics, we can continuously create new angles for your topic that reflect current events, to keep you on the air and in the news on an ongoing basis.

9. BEST BANG FOR THE BUCK.  With probably 1,000 + talk radio interviews under his belt, nutritional products spokesperson, Dr. W. Wong says, “Talk radio is the greatest way to get your message across to a large group of people at one time.  There’s a captive audience during morning and evening drive times, in the middle of the day with stay-at-home moms and people in the workplace and for those folks awake late at night.  It’s better, cheaper and faster than TV appearances.  Without question - talk radio provides the best bang for the buck!”

10. WE CAN DELIVER THE SHOWS FOR YOU! Scheduling talk radio interviews is second-nature to us.  Talk radio producers and hosts from the nation’s 100 biggest markets have come to rely on us for the steady stream of top guests they need.  In fact, that’s why we’re able to schedule 50 to 100 interviews week after week.

If you want to hear more about our affordable talk radio campaigns to promote your service, call my partner Steve Friedman, today at 727-443-7115, ext. 202 or email him at steve@emsincorporated.com.

Nothing beats a real-life conversation and we are more than happy to spend as much time as needed to help guide you.

May 23rd, 2008 | Posted in Free Tips, Marsha Friedman's Public Relations Tips, PR, Positioning, Public Relations, Publicity, Publicity Advice, Related PR, talk radio | No Comments