Would You Rather Be Rich or Famous?
"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
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
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
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
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
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
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."
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