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To get free publicity, "Sell The Story -- Not the Store"

Imagine yourself sitting down in a meeting room to
listen to a presentation by a speaker.

The speaker begins by saying. "Statistics show" and
then proceeds to prattle off a list of figures aimed at
making a point. Before long, though, you’ll probably be
thinking about all the other places you’d rather be.

Now imagine that the speaker begins by saying "Once
upon a time"

You automatically start paying attention because you
know you’re about to hear a story.

People love stories. And they’ll stop what they’re
doing if they think they’re going to hear a good one.

The greatest teachers of all time have taught their
lessons through stories, anecdotes, examples. Even
parables.

And you’ll start getting loads of free publicity from
the media if you understand that they’re really in the
storytelling business.

Joan Stewart is a former newspaper reporter and editor
with more than 20 years experience. She says that
during her career, she got hundreds of calls from
people saying, in so many words, "Cover me, pay
attention to me, give me publicity."

Of course, what they really wanted was free advertising
for some product they were selling. And when Joan would
ask, politely of course, why the public would want to
know more about it, they’d launch into details about
how wonderful their product was and all the features it
offered.

Among professional sales people, this is called
"selling features instead of benefits."

Among news decision-makers this is called, selling the
store, not the story.

In other words, people who


want publicity often try to
sell their product (the store), when they should be
trying to sell a story connected to their product.

Getting media coverage on any given day is something of
a crapshoot. But you’ll increase your chances
enormously if you offer the media stories that contain
one or more of the following elements:

They’re controversial and/or timely.
They raise eyebrows.
They affect large numbers of people.
They deal with pocketbook issues.
They feature dogs and kids.
They show David beating Goliath.
They highlight milestones, records, and firsts.
They introduce new ideas and technologies.

When I worked as a TV anchor at KMSP TV in the Twin
Cities in the late 70’s, one of our competitors, WCCO,
ran a great promotion campaign that I’ve never
forgotten because it reduced the nature of news to its
essence.

They boasted, "We tell you what you need to know, and
what you like to know."

When you’re pitching an idea to someone in the media,
ask yourself "Why is this something people need to know
or would like to know?"

If you have a good answer to that question, you'll find
it easy to "sell the story, not the store" to news
decision-makers. And when you accomplish that, they'll
get that story on the air or in print--where thousands
of potential customers will see it.

About the Author

During his 31 year broadcasting career, George's
TV reports have appeared on ABC, NBC, CBS, ESPN.
George offers a free 7-day mini course to anyone who
subscribes to his free weekly ezine,. Register at
http://www.publicitygoldmine.com/ea

 

Ezine Article Submission - Submit Your Best Articles For Massive ...
EzineArticles.com allows ezine or email list publishers to upload or download free expert content that can be used within email newsletters or websites.
ezinearticles.com
 
The Ezine Directory
The Ezine Directory lists thousands of the best email newsletters available on the internet today. Search, browse, or add your ezine for free!
www.ezine-dir.com
 
e-zine-list: John Labovitz's e-zine-list
I also wrote "Five years and counting," a longer article for Art-bin about the history of e-zines and the e-zine-list. Finally, for the real Internet ...
www.meer.net
 
BME: Body Modification Ezine - The biggest and best online bod-mod ...
Comprehensive resource on piercing, tattoos, scarification, subincision, castration and all other forms of body modification.
www.bmezine.com
 
Ezine Publishers & Email Marketers Promote Their New Email ...
Submit Your Ezine To New-List For Massive Free Exposure - Grow Your Ezine - Ezine Marketing Made Easy By New-List.com.
new-list.com
 
Ezine - Wikipedia, the free encyclopedia
Ezines are typically tightly focused on a subject area. ... CULT OF THE DEAD COW claims to have published the first ezine, starting in 1984, with its ezine ...
en.wikipedia.org
 
News & Ezine Strategies For Email Newsletter Publishers ...
EmailUniverse, The E-mail List-Owner Resource Network is an excellent source for today's Email List Owners, Managers, and Editors.
emailuniverse.com
 
Best Ezines - Email Newsletter Peer Reviews & Ezine Awards For ...
Email Newsletter Publishing Award Site: Fellow Ezine Publishers Review The Best Email Newsletters.
www.bestezines.com
 
Ezine Directory
Home | Sign-up for your Free listing | Link to us Code | TOP 100 Ezines. CATEGORIES ... ezine directory. link exchange with us ...
www.ezinelisting.com
 
Browser based email list management, ezine hosting, and campaign ...
Browser based email list management, ezine hosting, and campaign software. Keep in constant contact with clients and potential customers.
www.ezinedirector.com
 
Splendid E-zine
Splendid: Daily music reviews, articles, interviews and more.
www.splendidezine.com
 
OS/2 e-Zine - The Best OS/2 Reading Anywhere!
Monthly magazine with reviews, articles, and discussion forums.
www.os2ezine.com
 
E-ZineZ - The Handbook of Ezine Publishing
An ezine directory, free ezine builder tool, ezine tutorials including everything you need to know to start publishing an ezine or email newsletter.
www.e-zinez.com
 
EzineUniversity - Free Online Training for Ezine Publishers
EzineUniversity provides provides information, tools and products for ezine publishers. Featuring EzineUniversity Journal, EZU Tutor and FREE online ...
www.ezineuniversity.com
 
Ezines
E-zines directory with categories of free ezines, newsletters, email magazines and online publications.
www.web-source.net
 
My Favorite Ezines - The Family Friendly Ezine and Email ...
The best family friendly ezine and email newsletter directory providing education - motivation - inspiration and marketing support.
www.myfavoriteezines.com
 
Tattoos.Com Ezine Front Page
Historical information from the tribal art of Borneo to the wood block prints of Japan. Alphabetical listing of studios around the world, events, ...
tattoos.com
 
Welcome To Ezine.Com!
Welcome To Ezine.Com! Welcome Page For Ezine.Com ezine online magazine electronic magazine zine e-zine ezines eziner ezining.
www.ezine.com
 
Ezine Information
What makes your ezine hot stuff? With literally thousands of ezines online ... We all have ezines that we love to read and learn from but that doesn't mean ...
www.dtguide.com
 
Asian American Movement Ezine
Asian American Movement Ezine is a radical and progressive zine on Asian American politics, art, history and culture.
www.aamovement.net
 
 

 
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  • how to properly use ezine advertising part one

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  • internet 101 hitch your wagon to a star for internet success

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  • i want to do an ezine part 5 more promoting

  • johnny appleseed a lesson in sowing and reaping

  • joint ventures your path to success

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