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The Expertizing Extra #9
by Fern Reiss, CEO, Expertizing.com/PublishingGame.com
http://www.Expertizing.com and http://www.PublishingGame.com
Interested in achieving fame for your expertise and media attention
for your business? Welcome to Expertizing.com!
You can’t always get a full-page media story on your product
or service, but tangential mentions can also be beneficial. And
the side benefit of a peripheral mention is that there’ll
be very little competition from others in your niche.
For example, on Friday I was quoted in a United Press International
article. (For those of you unfamiliar with UPI, it’s a
large syndication service, similar to Associated Press, that
places its articles in hundreds of newspapers across the country.
A single mention in one of the top syndication services can result
in millions of readers being exposed to your offerings.)
The article was on the bankruptcy filings of Wonder Bread and
Twinkies, and how the low-carb craze may have contributed. The
other experts quoted were James Greco, Chief Executive of Bruegger’s
Bagels, Scott Livengood, CEO of Krispy Kreme, and and Fred Pescatore,
a physician and former medical director of the Atkins Center.
But I was the first quote in the article—and I got a whole
So how did I get into this piece populated by CEO bakery experts?
“America’s donut days are dead. It’s the ‘branding’ of
carbs that’s killing sales,” I emailed the reporter. “America
is past the days when doughy fluffy breads and fat-laden donuts
are appealing; regular carbs are passé. From a branding
standpoint, the market is ready for the ‘new carbs’—crunchy
Italian baguettes, sexy seeded breadsticks, and vegetable-infused
crackers. Wonder Bread’s days are over. But the marketer
who is successfully able to introduce the new carbs is going
to hit gold.”
Fern Reiss, CEO Expertizing.com
I was the only marketer/branding expert quoted in the piece.
Probably, I was the only one who contacted the reporter—because
most marketers, unless they are responsible for marketing pastries
and donuts, probably wouldn’t have seen this as the golden
opportunity that I did.
So think outside your box, and see how you can apply your expertise
to seemingly unrelated topics, and go after those tangential
mentions. If you start seeing everything in the world as somehow ‘related’ to
your product, you’ll start getting a lot more media attention.
Next issue: How to be quoted in any publication in America.
60-second commercial from office manager Alyza Harris:
Fern’s spring Expertizing workshops are filling up fast.
If you’d like to learn more about how to achieve fame for
your expertise and media attention for your business, sign up
San Francisco: April 13, Four Seasons Hotel
Boston: May 22, Ritz Carlton Hotel
New York: May 31, Ritz Carlton Hotel (Central Park)
The all-day Expertizing Workshop will teach you how to be quoted
by the national press on a daily basis, using techniques that
Fern has developed and used to get into over 100 publications
this year, from The New York Times to The International Herald
Tribune. Workshops include breakfast, lunch, and high tea, as
well as the $695 Expertizing Toolkit, and are limited to 10 attendees.
Don’t wait for your competitor to attend! http://www.Expertizing.com.
"This is by far the *best* workshop I've *ever* attended." Chioma
Isiadinso, CEO Expartus.com (MBA Admissions Consulting)
“’Invaluable’” is how I would describe
your Expertizing Workshop. This event was one of the best investments
I’ve made in myself this year. I know my business will
grow thanks to what I learned!” Julie Anna Alvarez, HappyChiSolutions.com
“This is a workshop that sparks your creativity and encourages
you to think outside the traditional boundaries in order to get
your message out. I will recommend it to my colleagues.” Larry
Hollon, CEO, United Methodist Communications
Copyright © 2005 Expertizing.com/PublishingGame.com