If you’re wondering why you should bother publishing an electronic newsletter, or an email tip of the week, publicity in top-tier media outlets is only one reason.
Take Barbara Thompson, for example.
She graduated from my mentor program, and I heard from her recently when she told me she’s going to be on “Nightline.” And it’s all because she publishes an ezine, similar to mine, “The Publicity Hound’s Tips of the Week.”
Barbara, an expert on how to keep off weight after gastric bypass surgery, started getting email from her readers, claiming they never had a problem with alcohol until after their surgery and the pounds started coming off.
Intrigued, she asked the more than 9,000 people who read her newsletter if they noticed the same thing. Many of them responded and said they were experiencing the same problem.
“One, in particular, was written by Patti Worrels and was quite good and I featured it along with many of the others,” Barbara said.
She archives her newsletters at her website, and I’m guessing that that’s how the Wall Street Journal found the comments. The newspaper then interviewed Patti Worrels, and quoted Barbara briefly.
Soon after that, Patti appeared on “Good Morning America.” Then CNN contacted Patti. But they weren’t interested in putting her on the show because she had already appeared on GMA. So Patti referred them to Barbara.
Barbara said: “I supplied them with someone to interview with the understanding that I would be mentioned. Well, CNN did mention me but it was very brief.”
Perhaps. But People magazine saw it. The magazine called Barbara, who knew the mention in People could be huge, so she started to negotiate with the magazine.
“I got an agreement up front with People that in exchange for my supplying them with people to interview, I would be mentioned, as well as my website,” Barbara said. “The writer was true to her word. My name and a quote from me along with my website leads off the article. I am quoted again in the article as well.”
A few days after the People article, “Nightline” contacted her, asking for an interview on what is now called “transfer addiction.”
“‘Nightline’ is coming to my next speaking event which is in Charlotte, North Carolina. I’m having the weight loss surgery practice in Charlotte gather together people who have this problem, and Nightline will interview them as a group. They will then interview me separately and also film me speaking. That’s how this happened, and it all started with an article in my newsletter.”
If you aren’t publishing a weekly newsletter, or sending a helpful email tip to your audience once every week or two, you’re missing publicity opportunities–one of many benefits of an electronic newsletter. Dan Janal interviewed me last year about how to write and publish a profitable electronic newsletter.
During the teleseminar called “How to Turn Your Ezine into a Cash Machine,” I explained that many journalists who cover certain topics regularly read print and electronic newsletters so they can learn more about the topics. If they’re impressed with the writer’s knowledge about the subject, they will sometimes call for an interview.
If you haven’t started an electronic newsletter, it’s time start one.
That’s a great story!
It also shows that content is still king.
Amazing, great story and congrats to you, Barbara.
Here’s something else amazing I came across
this niche publicity blog and it specifically
mentions the Wall Street Journal as a place
where reporters to use blogs to find new
investigative stories to research.
Now isn’t that really amaziing!
Here’s the link to its very succinct pr tips
http://kevin.lexblog.com/2007/04/advantages-of-lawyer-blogs/how-law-firms-get-free-publicity-in-newspapers-on-tv-radio/