No-Hype Marketing Academy

Imagine Being Able to Get the Publicity You Need or Want

Crook your finger and watch the media come running.

Well, I left out a few steps in the middle of that formula, but the central idea there nevertheless has validity. When you know how to pitch yourself, your company, your organization or your cause, reporters and producers come running. And when you understand newsworthiness at a deep, deep level, you are able to generate publicity on demand.

More cost-effectively than any competing technique, media coverage builds your credibility, spreads awareness of your offerings or your message, and pulls in sales.

Learn the Secrets of Newsworthiness

The difference between a publicity yawner and something that makes the media reach for the phone can be as subtle as the distinction between a rock and the pet rock, between yo-yo dieting and the claim that yo-yo dieting can be health-promoting.

When you understand what editors and reporters consider news, you have the power to take something ordinary and boring and get it written about and talked about with excitement and verve. You'll be like the master chef who can take any random hodgepodge of ingredients and whip them up into a scrumptious feast.

If you think that the average public relations professional understands the deep secrets of newsworthiness, you'd be wrong. Most PR practitioners have a repertoire of just four or five routines they use over and over again. And if you think that someone who seems to have a knack for getting media coverage knows even a tenth of these secrets, you'd be just as wrong.

In my training course, Deep Publicity, you'll hear best-selling author Joe Vitale exclaim repeatedly while interviewing me that he was hearing ideas he'd never encountered before. He was thunderstruck by the ease with which I took situations invented by him on the spot and spun them into promising publicity angles.

My performance wasn't magic, though, and it didn't come from some inborn talent. Rather, since the days of my first freelance writing successes in the early 1980s (The New York Times, Yankee Magazine, Psychology Today, and on and on), I've made a serious study of what makes people in the publishing and broadcast worlds pay attention. Deep Publicity passes that knowledge on to you.

Harness the Power of Publicity for a Priceless Payoff

Interested in non-stop newsworthiness? By listening first to explanations of key publicity principles and then to how they apply to real situations, you'll have a teaching and brainstorming tool worth turning to again and again for ideas.

Deep Publicity goes way below the surface of techniques and tools for approaching the media to what reporters, editors and producers are constantly looking for. When you understand how to help them do their job - namely, filling up their media outlet with compelling, relevant information - then you soon get the hang of taking the barest of facts and suiting them up so the media grab them and feature them.

When you help the media create mesmerizing news and entertainment, they spread the word about your product, service, event or cause. Both sides win.

In a recession, publicity can get you noticed more easily and cost-effectively than other marketing efforts, because so many organizations slash their PR budget when cash flow is tight. Media people still need to fill up their pages and air space, which means opportunity for publicity seekers who are on the case.

The principles conveyed in the course also carry over to a new mastery of how to create messages for Twitter, your blog, comments on others' blogs, letters to the editor, guest blogs posts, YouTube videos and podcasts that followers and fans are eager to spread around.

Accordingly, here are a few of the secrets of newsworthiness explained and illustrated in Deep Publicity:

• A simple technique for creating controversy - or dozens of controversies - that media folks find tantalizing
• How to turn a seminar handout, an email reply to a client, questions that your web visitors ask or notes for an unpublished article into publicity
• Three painless ways to get newspaper coverage without writing a news release
• Why seasonal and holiday tie-ins work, and the tool for getting them off the ground

• The four-letter word the media love to say and the best way to headline something involving it
• How to gather information that the media will want to feature as coming from you
• Why choosing someone to honor puts you in the spotlight
• A staple of women's magazines that you can profitably create for other media outlets, too
• Six ways that seeking publicity can be fun (not work!) for everyone involved
• How to generate timely yet original angles by reading national, metropolitan and local papers
• Creating publicity-worthy products, in formats that the media will love to show off on TV and in magazines
• Which seemingly insignificant ingredients of your pitch actually make a yes/no difference when going after local media coverage
• The power of behind-the-scenes stories for getting media coverage
• Specific ways to identify and capitalize on trends
• Getting grassroots publicity through YouTube - and one way not to make videos
• How to highlight and interest the media in your talents and professional strengths
• Two smart ways to leverage for free publicity the magazines you already read
• Strategies for becoming a source of interview quotes for reporters and columnists

• Keys to writing headlines that get press and broadcast people to pay attention
• The dual audience for every news release - and which audience needs to be firmly in your mind while writing
• How to greatly improve the odds of the media including your contact information in their story
• For authors, entrepreneurs, social activists and companies of any size, how to pull "the real news" to the forefront

In short, Deep Publicity shares the secrets of creating a never-ending list of newsworthy angles, then parlaying those into media coverage. You'll know how to be relevant, attention-getting, snappy and quotable.

Deep Publicity = Endless Publicity Opportunities

As part of the Deep Publicity course, you receive a PDF copy of the third edition of my 6 Steps to Free Publicity book, published by Career Press. Just about every day I receive another email from someone who used the ideas, techniques and advisories in this book to shine in the media spotlight. It's an entertaining tour of dozens of ways people like you have achieved local, national or international publicity, and it contains  all the basics about how to contact the media with your message.

The rest of the course offers a cornucopia of publicity idea starters - 12 audios of roughly an hour each as follows:

1. Publicity Basics

2. Press Release Tips

3. Fun Publicity Angles

4. Content Publicity Angles

5. Angles That Spark Controversy

6. 12 Ways to Piggyback on the News

7. 12 Ways to Spark Local News Coverage

8. Publicity That Builds a Reputation

9. Create Publicity-Worthy Products

10., 11., and 12. Publicity Ideas Brainstorming Sessions

Generate non-stop newsworthiness. Sign up for Deep Publicity today!