Issue #777 Dec. 10, 2013
Publisher: Joan Stewart
“Tips, Tricks and Tools for Free Publicity”
In This Issue
- One Facebook Opt-in = $120 a Year
- How Reporters Want Your Pitches
- Your Message vs. Your Hook
- Hound Video of the Week
This Week in the Hound House:
I was looking for crochet patterns so my sister could make a hat to match the new winter coat I bought for my dog Bogie at the pet store. I howled when I found this Pinterest board of crocheted dog outfits and thought it was a….stitch. Love the dog sombrero and poncho.
1. One Facebook Opt-in = $120 a Year
Here’s a startling statistic that will force you to really think about what you’re doing with people who “Like” your Facebook page.
Studies show that the average “Like” on Facebook is worth about $10 a year. Some of those people will buy from you, but most won’t.
If that same person who “Likes” you also gives you their name and email address, that fan is worth $120 a year!
In other words, convince them to opt in on Facebook and they are now worth 11 times more than if they had simply “Liked” you.
That’s because once they opt in, you can email them valuable content, like I’ve been doing with newsletter for more than 12 years. You can use the content to promote your expertise. Occasionally, you can try to sell them something.
If they’ve been with you for a while and love your content, chances are far greater that they’ll buy from you if you send them an email promotion vs. if you “asked for the order” on your Facebook page. That’s why promoting directly on Facebook is usually ineffective. You need to get your fans onto an email list.
My friend Don Crowther will give you step-by-step directions on how to do that, for free, when he’s my guest on a webinar from 4 to 5:30 p.m. on Thursday, Dec. 12. He’ll also teach you how to use Pinterest and your own blog to build a valuable email list of people who will let you market to them over and over again.
Register for the free webinar “Turn Your Social Media Into a List-building Machine.” You can access the free step-by-step directions after the webinar.
2. How Reporters Want Your Pitches
A new survey of more than 3,000 journalists worldwide by Cision, the media database company, shows 8 out of 10 journalists use social media sites to find sources for stories.
Yet only 1 out of 4 want to be pitched on those sites. More than 80 percent said they prefer email.
But how are you supposed to know exactly which journalists want what? My webinar on “How to Use Social Media to Connect with Journalists” walks you step by step through the entire process of researching and pitching journalists so there’s no guessing.
3. Your Message vs. Your Hook
If you want to get onto a big TV or radio show, you need a good hook, not just a good message.
What’s the difference?
Your message is what you want to share with the world. Your hook is what gets you onto a show to share it.
Media trainer Joel Roberts uses the example of “Chicken Soup for the Pet Lover’s Soul” Volume I. Instead of a boring feel-good pitch to radio talk show hosts, Roberts suggested the authors pitch this controversial idea for a show: “Do people love their pets too much?”
Being in love with your pets is the message. Whether you love them too much–an accusation that can infuriate pet owners–is the hook.
Producers at big TV shows like “Live with Kelly,” “Rachael Ray” and “The Wendy Williams Show” will talk about hooks, pitches and ways to get their attention when they’re guests on Steve Harrison’s 90-minute telephone seminar on Thursday, Dec. 12, at 2 and 7 p.m. Eastern Time.
You’ll hear Steve interview producers for those shows, as well as other executives who hand-pick guests for shows on ABC, NBC and CBS and FOX. Register here for “How to Become a Guest on Top National TV Programs.” The call is free, and I’m promoting it as an affiliate.
4. Hound Video of the Week
“Bailey the Unknown Reindeer” couldn’t be happier as he frolics in almost 3 feet of snow.