Andrew O’Brien is known as The Publicity Guy. His company ThePublicityGuy.com is more than just a PR firm. PR firms are often difficult to work with, don’t offer guarantees and will book you on any media outlet that will have you. The Publicity Guy focuses on niche targeting to place you in front of your avatar audience.
You’ll hear Andrew reveal
- Why Andrew doesn’t use press releases
- Importance of authenticity
- Why the right story is either controversial, informative, innovative or a combination of all three.
Plus The Facebook + Publicity combo:
- Get featured on 5 large publications.
- Run FB traffic via Sniply (or Rebrandly) to your article.
- Retarget everyone there to the next and the next and the next articles.
- Soon you’ve got instant celebrity status.
*This transcript was automatically generated by PopUpArchive service and does not differentiate speakers nor is it edited for complete accuracy. It does include timestamps however so if you read something interesting you can skip to the audio to hear it in full context.
…today’s episode is all about publicity and using mass media to get even much more attention than you could potentially get with paid media. Now I’m a huge fan of paid media and I think it’s the best way to control a bully scale a business.
And when I say control I mean it’s under your control obviously right. You you pay for attention to your to your business or the web side of your brand. And the only problem with that is that sometimes if you run out of money or you’re not starting with money there’s only so much you can do. How ever.
I’ve always been a big fan of using very smart publicity tools and techniques to get the word out about yourself. And today I reached out to Andrew O’Brien who is known as the publicity guy. Pretty good brand. It’s pretty self-explanatory to bring him on a call today and chat with him about what makes publicity so powerful and B. I’m going to ask him to share some really cool strategies that are out of the traditional norm that you might be thinking of because if you’re listening in on my show there’s a very good chance you are a big fan of direct response marketing. And one of the things about publicity is it’s not
pure direct response play it’s been around probably longer than direct response but that being said I want to dive into some of the stuff that’s working so that at the end of this podcast you my dear listeners and me will have some tactics that we can go apply in our business right away and not just not just theory or fluff. So with that being said Andrew are you with me. I am here. Well it’s good to have you on the show. Man this has been a topic I actually haven’t covered this much. I may have done an episode about this past couple of years but I can’t remember so I’m really interested to kind of hear your your story your perspective and everything else
but you tell me.
So you’re in Austin right. Yes. So how long you know brief background how long you’ve been in the publicity game and what you’ve got you there.
So I’ve been in the publicity game for about going on for years three years from myself and going on a year for everybody else. And what got me into it was I was a I was a public speaker for a few years actually I became the most requested public speaker by the United States military. And what I realized during that time is in order to get more speaking engagements more people need to know who I was and I didn’t really have a budget for you know Facebook advertising or anything like that. I need to get the word out in a different way. So I went the media route I did without a PR agent I did it by myself.
Learned a lot of mistakes over the past few years how I did things wrong what I did right but in the end I ended up being featured on over 70 global media outlets. So places like USA Today MSNBC Al Jazeera Huffington Post FOX ABC CBS NBC even all of them.
And it was because I actively researched and actually actively went out and got it in as the media led into me actually getting the opportunity to speak with some pretty cool places I was able to speak at places like the White House the Pentagon Health and Human Services.
I got to speak at some some really cool places and it was all thanks to the amount of exposure I got for myself.
Was it fair to me speaking on my topic was post-traumatic stress and suicide prevention for the military.
So I I really enjoyed it and it just showed me the power of media and I wanted to be able to help other astronauts be able to tap into that power as well and use it to scale their business.
So you now you have an agency that correct yes.
As more of a boutique firm more than an actual big agency.
Right. Okay nice. And you you help people like you’ve helped former guest and a friend of mine Russell Brunson on the show you work with him with publicity. You’ve worked with a lot of other people.
Is there a is there a type of business or industry that has been your sweet spot of helping folks because I believe that you can probably help a lot of people depending upon you know what business they’re in whether they’ve got a physical product or service or a consultant or anything like that. But have you. Has there been a sweet spot for you.
For me it’s when it comes to my done for you side that’s definitely more of a level players. People who have a pretty well-known name are pretty big in the market for afford our services. So our debt for you side is more towards people who are more of a proven concept instead of a theory for example startups are theories right either not proven content yet. So we usually work one on one with people who are already approving it saying that there’s definitely I mean we’ve got we work with everybody we have ways for everybody to work with us whether it’s trainings or anything like that. But anyone can get in the
media you just have to have the right story in the right angle and get a hold of the right person.
All right. So let’s jump into it. So first address what most people think of when they think of publicity and press and media as well as you know the cause of some of the effectiveness of your style or actually let me back up on it what do most people when they come and think of publicity what do they think of most people think of trying to make yourself look better than what you really are.
So I call it the superhero complex where you’re trying to act like if you were on Facebook and you see that 22 year old talking about how Richie is in Bali right. Well the cost of living is half of what it costs to live in Austin. So it’s more of let’s make myself look amazing and let’s hide all the all the bad things and that’s one of the biggest mistakes. Yeah. It’s the biggest mistake people.
People don’t want to hear how amazing you are because it makes it seem unrealistic that they’ll ever make it to that level. When you open up about when you shine some light into the dark closet you’re trying to hide everything in. That’s when the audience actually engages with you and that’s when you actually get in are a wave of publicity is when you actually engage in you’re transparent on your mistakes and your failures and sort of trying to act like you’re some super hero who has never done anything wrong.
So how do you do that using publicity.
What you do is you get out there and you should be spread a story not just on how awesome results you get. Like the publicity guy can go around talking about how I get 20 interviews a month and it’s amazing. But instead the story that I share the most is right when I started this company I had to borrow $800 from my brother to pay my mortgage because I was about to be evicted and the next week I made $60000 in sales. He is easily was able to pay my brother back. A hundred dollars. So I share this story because I’m not just trying to sit here and act like a superhero. I’m trying to build a bond in a relationship with my audience. We share something that they can relate to something that that makes them feel
normal and protected and like OK he has been the same place I’ve been or I currently am. That’s when you actually get engaged when people follow up and actually build a relationship with you. Relationships are key no matter what type of marketing you’re in. People buy from people they know like and trust.
Absolutely. And I know publicity helps do that a lot. In a moment I want you to share kind of what like of really successful full publicity campaign might look like be cuz I know that like I’ve had things. Featured. In. You know various. Higher profile Web sites and. Then there’s the Huff Post or whether it’s here and there. And. That alone. Never created a spike. In Web site traffic or sales and it just kind of like. You know done by itself it’s kind of like a thud. Factor. All right. So what. Almost like you. Write a book and nobody buys that or there’s nothing. No publicity or. You or no. Action
generated around it. It’s like who cares. So. With some publicity especially. So I’m a consultant I also want a physical product company I work with companies who. Need publicity et cetera. Let’s talk about. Some of the more effective publicity strategies and campaigns that.
People can run. Yeah the biggest the biggest thing is people think of publicity like oh I’m a get in Forbes and they get tons of leads because I was going for it right. I like that I use forks because that’s what everybody always requestion the medics who I talk to everybody wants to be in Forks where most people don’t realize is there’s a hundred contributors for four. What that means is the majority of those contributors write at least once a week. That means on a weekly basis for the releases about 18:00 articles in a week. So do expect that your article that you’re mentioning is going to get more leads in those seventeen hundred ninety nine other ones. It’s not going to organically it’s not going to do anything for
you. It’ll make you feel good. It may give you a little ego stroke but it’s not going to do much as far as the generation.
So that’s why I say OK what you do and this is my marketing strategy is to teach everybody is what you do is you go out and you get yourself on the five largest business publications that you can get on or if you’re not in the business industry you get yourself in the five largest publications depending on your industry if health and wellness you go if that helps and one has to wonder if it’s business to business publications whatever it is. And you only go on online publications don’t worry about print don’t worry about TV don’t worry about radio or what you do is use those publications and you start a Facebook advertising campaign. And what you do instead. Everybody’s so worried about it media are like how do I get someone to myself funnel into
my email list. Things like that and I don’t even I don’t I think people are tired of hearing that and seeing that. So what you do is say Andrew O’Brian gets on Forbes too on the do it on the target or call the audience and send them directly to my Forbes article using a program called sniffly. You know I’m a I’m a pixel then I might capture that audience and they were Ahmadu of I’m A retargeting and most people think OK you’re going to reach out to them with a funnel. No what I’m a do have I’m a retargeting with my article an entrepreneur. I might do this five times so they’re going to see me in five different media outlets before I tried to sell them into anything.
Right. And what I’m doing is I’m building trust and I’m building what I call the celebrity image factor though.
We control our own celebrity image power called audience views. Depends on how you market to them.
Here marching to them on the beach or Bali. A lot of people know that’s not real. Now the markets and we show them that you’ve been all over the news what you’ve just done is you’ve created a celebrity image factor with your call audience if you’re called audience sees you as a celebrity they’re more likely to buy from you that are more likely to look up to you and they’re more likely to open every email that you sent them.
I absolutely agree with that and I love that and it’s not fair for any of my listeners who that doesn’t. They don’t totally get that. It’s really pretty simple but like you said do you know you start off maybe sending the traffic to Forbes and snippety whether it’s snipped or liars. Is it simply dotcom or snip data. Why oh why. Yeah. And that allows you to send traffic to an authoritative web site. But it goes through kind of your own link Fortner but it allows you to also drop a retargeting cookie on there so the nice part in this is for my audience.
Andrew you get this but let’s say a thousand people clicked on Forbes then you’re going to retarget them to your to your business insider you know article or whatever but you’re only retargeting those thousand people who’ve already clicked. Is that correct.
Yes. Yeah so it’s not like you’re just throwing money at this where you can’t potentially you know make anything back. It’s by the time they get through this you’ve probably done a. Especially if they keep on clicking on these articles. You’ve probably done a great job of positioning yourself way way ahead in the you know like and trust factor. I would imagine yeah.
I mean that’s the biggest thing is everybody so concerned on the media are lying now. Let’s see there is in our life you’ve got this celebrity image factor with your quote audience where they look up to you. I mean there are no i and that is insane. But you know something I realize that more people are concerned about making a hundred thousand dollars in 30 days versus making a million dollars in the 80 days. Paris is a much longer process. It’s not an immediate return but the type of list that you’re building and certainly building a list of people that has like a 20 percent open rate what you’re doing is you’re building a list of people who are waiting to read your e-mails who are excited to hear what you have to say.
Absolutely. So let’s talk about in the business world especially for people who are personal brands and you know want to build up this kind of credibility and authority. What are some of the things that get picked up the most. And I want to I also want to preface this so I saw you post on Facebook the other day and it had. There was one line in there you said something about some of my clients or I got somebody or whatever interviewed on the same day that I pitched like Forbes or something like that like because I know that a lot of times if you’re willing to wait and have patience and can wait months and months and months you can get published published in these things.
But address that and address how you’re able to do it kind of real quickly because you mentioned that you just didn’t mention any details in the post.
Is the most important thing is having the right story. So when you get someone excited that’s the most important thing. Now there’s I call it a three story. There’s three different types of stories you’ve got. One is controversial. Two is informative and three is innovative in the sweet spot as well. And your story has all three. So when the story is controversial controversial pieces do great if people are going to disagree with what you’re saying that’s really get together that means as people that disagree are going to share people that agree or are going to share you’re going to start the conversation is going to go viral. So controversial is good. It’s OK to make some people mad.
What matters is just getting the right message out. It was informative. Is here some action steps right. I get a lot of us have seen to say those pieces Here’s the five steps to build and sell your business or best to the informant. Here here’s some action steps.
Innovative is how you’re different and unique from him from someone else a strategy or a technique that you use that no one else is talking about.
So when you got all three combined into one story that’s when the writer really wants to write it because if you think about it for us as business owners we use publicity to get more traffic we want more eyes on our name. The writers have the exact same goal. They don’t write these pieces just as a hobby. They’re trying to get more eyes to so they want a piece that’s going to get more eyes and you want a piece that’s going to get more eyes. It’s the same goal on both sides.
Absolutely I love that.
Now what about the difference between getting getting a call and like becoming a contributor like do you help or you focus on having people become contributors like Forbes and ink and all these other things or more good people other people who are already contributors to write about you.
I focus more on getting contributors to write about my clients I don’t help with the actual getting them to become contributors. And the reason why both of them are getting more writing for yourself and having someone write about you is definitely gay. Yep.
But if you think about it it’s kind of like testimonials talking yourself up is awesome but it sounds much better when it comes from someone else’s mouth. Like my business has grown because of Russell Brunson talking me up and some people how often line I go rants on people how often my AM. That doesn’t mean anything to him.
Right. OK so let’s say one of my listeners has a controversial informative and innovative story. So it’s sweet spot. It’s great. What’s the first step in pitching some of these things.
Well you can use Forbes You can use anything else as an example should.
Like for instance should they try to go get written about elsewhere so they can point the Forbes writer to hey look other people have written about me or what’s the best strategy out of the gate know the best strategy is what you do is you contact you find a writer that writes about your topic so don’t just find a database full of writers and send a copy and paste e-mail to everybody who is going to make everybody mad. Writers hate it. What you want to do is you want to research so you go to Forbes.com you go to the search box and put in key words that match your business. So for me it be more about communications and marketing and I would go there and see what contributors talk about communication and marketing. I’d find the ones to talk about it most. I’d read a couple of their
pieces and the first thing that I’d do. Me personally the two processes and depend on financially what you want to spend. But the free process is what you do is you send them an e-mail and you get them not really you know there’s a reset process on the free side what you do.
The first thing you do is you go and find their business page on Facebook and you like it and you message them. So hey I just saw you on Forbes. I don’t do it on the personal Facebook page. Everyone has a business page. So most contributors aren’t. Paid writers and most contributors are business owners who are contributors trying to get more exposure for themselves. So I go to their business page on Facebook. I assume the message talking about how awesome the article was. I mentioned the title I talk about a part of the article so they know I did my research that very day and I asked them for their email. Then I get in on their e-mail and I continue the conversation there and then my goal is to get their phone number I want to
get them on the phone and then I close them on the phone and say it’s a three step process. Facebook business page to e-mail to phone and then I close them on the phone OK.
So if you get them on the phone and what would you say to reach out process the message you’re sending your. So you’re letting them know a little like that you did a little personal research is nothing worse than templates.
I get those all the time people wanting to be you know on my show and they send me a template email about them and it’s that always gets deleted.
Right. Then when you get them on the phone you pitch them. Like how quickly do you start pitching them.
The concept for the article do you just say listen I’ve got a great concept.
I noticed your article in Forbes And here’s your some I’m a little kid what I do I guess I’m on the phone.
And I you know I talked about how I saw that you love writing about this topic here’s the story that’s controversial innovative and informative and more than just the stories. Here’s what happened is if you write this story. We’re going to be doing is going to be saying paid traffic to that article perfect storm not I’m not paying them to write the article that’s against the rules. It’s against the rules to pay someone to write about you. So for anyone listening never do that because that gets deleted and you just wasted a bunch of money. But what I say is look if you write a story I’m going to send massive traffic to it. That’s what people care about. It’s more. It’s not so much here’s this awesome story you should write about me.
Here’s how it’s going to be a win for both of us. You’re going to win because we get more eyes on this than money to get trafficked to visit this article because it’s part of my marketing it and it makes them look as contributors as well.
Are there certain types of contributors you go after. Because I know some some people work for the company and then some people are. They just have a contributing column they don’t work there or they’re just doing it for exposure.
Do you typically try to go after one or the other more so than yeah I never I never ever go after staff writers. I in the past year I’ve had one staff writer write a story on the client staff writers only want to write about people like Mark Zuckerberg Steve Jobs Tesla the big billionaire. Right. So I only focus on going as a contributor. And also because contributors are entrepreneurs they don’t get paid to write for these articles if they do get paid and maybe like $50 an article. So it’s like their full time job. And the majority of them are. It’s much easier to speak to an entrepreneur or as an entrepreneur than speak
to someone it’s an employee mindset because I had two of my team members are actually previous editors at Arsenal and magazine Nanos and I they they left Austin or to come work for me.
And the biggest thing is you know it’s called optional magazines a very big corporate environment and they won’t write about someone that no one has heard of know how that makes sense when you’re coming up with the with the angles. Well let’s talk about your current clients. Is that the hardest part to come up with the. The reason to pitch or is there something that’s kind of more challenging. Is there a you know what’s the hardest part about this whole process.
The hardest part of getting people to be open minded because everybody’s on the media are lie my that I tell my clients mainly yeah yeah its clients and anyone else is just the first question I always get. How quick do I make my money back.
And so it depends on what you do with it. But the biggest biggest challenge that I have is everybody wants to talk just about the one specific thing. So I just want to talk about business. I just want to talk about this marketing technique I use. I just want to like that. But what I tell people is what you want to do especially when you’re first starting out and you don’t have exposure you want any publicity that you can get. It doesn’t have to be just on your business. For example if I for me I want publicity all the time but I also talk about how much I love being a dad and I talk about how much I love giving back to the community that there’s an opportunity to be on. Forbes that’s more about being at that point or not about publicity. I’m so going to take that opportunity because what I’m
doing is I’m building a bond with my audience. Even if it’s not about my business even if it’s not a call to action at the end of it even if I’m not getting leads from it what I’m doing is I’m building a bond and a relationship where they’re getting to know me on a more personal level than just business business business.
And again that helps to know I trust yeah that makes sense.
How long does it usually take. And I know this depends on the topic and person etc. but how long does it usually take for somebody when they start off on this plan. Like if I if I said OK I want just like Andrew O’Brien recommended I want to get written about on the five top business magazines or whatever websites What’s what’s the time expectation here. Because I say it’s probably not immediate.
Right like 8 in the next week you’ve got a story written about you all the time I cit. depends on the time that you’re willing to put into it if it’s your focus. For example my team is what they do Monday through Friday. So the time that it takes for my team to do it versus a solo for nor who’s got 20000 other things going on is a lot shorter. So for my team for example we just signed Mike Dillard as a client and within two weeks we had him interviewed on five of the largest business publications in two weeks. Now the reason is because it is because that’s what my team does every day all day. So it’s a lot
easier. But now there’s a difference though being interviewed and they go in life. That varies. So the biggest and biggest issue we’ve had and we solved that communication issue was ever OK. I’m paying for. I’m just going to get interviewed and I will be up the next day. What happens is the writer has to write it has to go to an editor the editor has to review it and either approve it or send it back for edits then once is actually approved as we go into it. Q And then it goes live whenever they have the time for it to go live. So we none of us will ever control when an article actually goes live except on Huffington Post. But I’m going to tell you right now anyone can get on Huffington Post. Huffington Post is not a big deal
anymore like the way they’re approving everyone to be contributors at Huffington Post.
Exactly. But the good news is it’s just like it’s just like you know anybody can write a book on Amazon you know and be a publisher. Right. The good news is that to the public at large they don’t know that it’s there’s still some cache to the general public.
Yes still a credibility building and still authority building. So I tell everybody even if you don’t have any media exposure at all right now all you do is put a Facebook post up and say hey who in my network right. Read for Huffington Post and is willing to help me out.
I guarantee you someone on your friends list right now on some of these shows you mentioned being interviewed Do you typically encourage the the contributed to do and to do an interview with your you know with your client or student or somebody who’s doing this versus you know just giving them all the story points via a press release etc. and having them kind of piece it together without you or do you typically encourage them to get interviewed.
I typically encourage interviews. I want them to interview the client I don’t want to just send them some ideas and just you know I don’t like e-mail questions I like from my clients and the contributor to get on the phone and do an interview that way because most of us are much better at communicating verbally than we are over text and sometimes things can be misconstrued or whatever so it’s just easier to do it over the phone as it’s more of an experience that way.
There’s just more. E-mail communication.
Right. So let’s say I’m a contributor and I’m I get a I get contacted by you or one of your employees to interview somebody which is we use Mike Dillard as an as an example. Right. So what do you provide me the contributor with so that I can do my job.
Are there some suggested here a few questions is it like a press or media kit. What do you in. The real question is What are you asking your clients to put together so that this interview can go smoother yes or what I have is what I call the media package form.
And when people sign up as a as a client they fill out this pretty census form where I ask a lot of questions about anything and everything they’re willing to share with me and we put it into google Dr dopy and we’ll usually share that with a writer if they need like a lot of pictures or things like that like we’ve had forced profile pieces. As far as profile pieces usually need a lot of pictures. The other ones not so much. But what I asked most of my clients to do in my students is you need to build what’s called your media page and there’s no need for a media anymore or one pager that you send over e-mail. We have Web sites now and if you go for example if you
go to the publicity guy Dotcom’s flash media that’s a perfect example of a media page and what it is is a head shot. It’s a bio in its previous features from where people can see where where else you’ve been featured. And then you know it’s also good if you want to to add a photo gallery on there so they can just go on and download whatever pictures they want I love it.
So right there the media guy I’m sorry the publicity guy dotcom and then you have a media link. So people my listeners can go check that out I’ll put a link in the show note as well.
OK. What about it. I did have another question. So OK. So a really successful campaign like. Like you kind of mentioned get written about run paid traffic to it let people see you. You like to use Nibley. There are some other sites like that I’ve used in the past I can’t remember off hand. You know there was once there was one tool. I don’t remember if it does this now maybe it’s called rebranding. Have you heard of that. That sound familiar I have it. But let me just say as we’re talking I’m going to look at this rebranding.
Maybe a snippety site because the one the snippety is when you share it it’s still says Nibley that you know snappily slash Forbes or whatever. So there’s another one called Re Brantly dot com. And I started to look into it and I want to say it does similar thing. I could be totally wrong on this but that you shared a link shortening or tool that you send it through it it drops a cookie and then you land on the actual web page with two words. Actually at Forbes dot com etc. I’ve got to double check that it’s something I came across about a month
ago and I just started looking at it. But have you found use in Snit believe that many people take action on the little sniffily banner that shows up.
Really use it. So with safety you can do. You can use it to track and do pesos and then you can add a little banner to pop up while they’re reading the article. I don’t use the banner I just use it as strictly piccalilli so I can pay for a third party website right. I don’t use it to actually tired of people to come into my funnel. I’m not. Biggest thing is people are tired of being hardcore marketed to all the time. No you don’t trying to be unique and different by not marketing to them.
And so after they’ve seen the enough times write that makes sense. So and by the way I am on here. I know it sends it through as a link shortening tool I don’t know if it drops a. That’s something to look into anyway. What is. Tell me some fun success stories from some prior clients or students of somebody who you know follow your advice and really blew it up.
Yes. I mean I’ve got two clients.
Alex Scharffen and Russell Brunson quite fun both want to dance on the show. Thank you very much. Hey amazing people love Russell Brand saying quite funnels.
I’ve gotten them in front of over 124 million people in the last 90 days so their name and everything has been seen as had the potential of being in front of a 124 million people due to media exposure. Now our friend has been in front of over 122 million people because of media exposure.
You go in there. Sorry. I didn’t want to interrupt. You shared something the other day on your Facebook and I think it was like a quick little video or something showing something like this. It was a dashboard that you are you there. How do you get those numbers like how do you know cause you’re not. You don’t you know how do you know it’s like a hundred twenty four million people because you get the story out there but how you know that that Forbes article got viewed X amount of time. Do you get that you don’t get that data do you.
So what it is is a third party tracking toward that for what the companies are able to use now.
And it’s very expensive. That cost a couple of things is so expensive. OK. But it tracks everything as far as how many shares that Arkle got socially how many use it it had how many viewers it could potentially have. So for example I got out Scharffen on an article in AD week about article in AD week had the potential of reaching over two million people because that’s the amount of readers that that visit ad week on a monthly basis. So it’s just the potential there is I think too many people actually read the article where the thing is that the article got in front of two million people.
So again it all depends on how strong the story is how good the headline is and what you’re using direct response marketing because like you said paid advertising is amazing. Reversi is amazing both together is like a super power.
It’s taking two amazing tours putting them together and building something completely new.
Yeah absolutely. So what about or is there anybody. Are there any unique stories about using this that they don’t know they didn’t necessarily follow the they’re just that traditionally I got got in front of a lot of eyeballs like do you have any really fun unique like wow check this. Check this story out yes.
So there’s the biggest first I always get is Well I’m not known in this industry. I don’t have a name I have no recognition right. I’m not worth writing about I don’t have a billion dollars. So I love I love hearing that because I’ve got one client His name is Ed O’Keefe.
OK. He’s a great guy. And Ed O’Keefe owns a supplement company and he was trying to get into the personal development worlds handclaps he discovered the unclassy.
And so he had no experience and no recognition and that he had a name in the supplement industry but not in the person development industry right.
He has no experience no exposure there.
But he wrote a book and literally in two months we got him featured in Fast Company entrepreneur and Huffington Post. So two months we got him featured and for the largest one he’s the first person to get into Fast Company. And again he has no experience in that industry. He was able to get into four of the largest media outlets available to us. Now he says it’s all about angles and stories and all that and what they did is they either call him a marketing expert or they call them best selling author of time collapsing or whatever and so what a lot of people don’t realize was a lot of
self-proclaimed experts and gurus.
Right. I’m the best. I’m amazing.
But calling yourself an expert guru is one thing but when you’ve got a third party Web site and people trust like Forbes fast company Onsen or when they’re saying that you’re the expert when they’re calling you a guru when they’re calling you a marketing expert that’s that’s when it really counts versus just saying that saying it yourself or having clients say it about you.
Yeah. Third party endorsements are really so powerful to be able to do so for what. What are some of the easier stories to place or are they about like personal you know human interest stories journeys like an individual is about like most innovative products isn’t about anything else is there or is there something that’s easier to place than something else like. Let me give you an example because this would cover both.
Let’s say you you your primary product is a physical product.
So that’s potentially story worthy but and I know these days telling the brand story and the owner and the founders story et cetera is can be equally if not more important. So would you try to approach that with you know interview the founder of this because it may maybe the founders journey and bringing this product to life or just kind of staying on the product and its features and benefits and why it’s unique and innovative etc. so you know that’s it.
I’ve heard it called it’s called the Hero’s Journey right. We all go through what’s called the hero’s journey.
Yeah. And I think that the hero’s journey is the best selling story there is. Right. Not so much about the product or the service is about the person behind the product or service doesn’t matter how often you are doesn’t matter how the tangible results that you get what matters is who is it that built this company and what did they go through.
Because then the audience hears that it gets them involved and makes them feel close to it versus if I’m to decide between going to Wal-Mart or the corner store the only reason I’m going to the corner store over Wal-Mart is because I know the story of the owners.
I know the battle they have been there to fight in the big corporate people and all that. So when people connect to that personal story for example quick funnels I get exposure for them on how important cellphones are for business but a lot of it has to do with Russell Bresson and how he went from his first product being a potato gun building product to creating this fast or growing fast company. It’s more of the Hero’s Journey What did he have to go through to build this amazing fast company.
So yeah because and I’ve recently done that with another and other business as well as taking you know taking the hero’s journey regarding the founder of the company and how it led to the founding of the company and then why the company is so great. And I thought that most riders probably like a like that better anyway. There’s a million products and things they can write about there and they’re kind of impersonal but you know writing a cool story about a person is never impersonal by nature. That being said what if. Or do you do anything like this.
Let’s say somebody has not gone out and gotten five or multiple stories written about them but they got one. Like maybe it’s on the Huff Post or Forbes or whatever. Do you ever use that as a tool when you’re reaching out to new contributors and people to write about you like oh yeah you know pointing over here like check out the here’s an article in the Huff Post about this and this is why you know you may want to write about it too.
Or does that make them think well you’ve already been written about over here. I don’t want to write a story as well.
Know so what I do is some media exposure leads into more media. So it’s like a momentum ball once you get that ball rolling it doesn’t stop as long as you can continuously get exposure on it. So when you’ve got one or two on a couple of credibility building websites I use that to get more. Now I don’t I don’t aim for the same story the same angle because they won’t want to write the same angle has already been written about. Yeah but when they see that other people have written about you already it kind of gives them that comfort level where they feel more colorful writing about you because a lot of people don’t always want to be the first someone else. If you’ve gotten someone else to be the first and make them more come
for them to be able to write about you.
So how would you do that like if you got a if you’ve got an eye and I’m asking it for extremely selfish reasons right because that’s one I’ve got this one get this one article done a huff post it’s it’s really it’s not a complete soup to nuts profile but it’s a pretty good profile of the founder who is my wife.
By the way of her company founders story like where she’s from where she grew up to the challenges she had. What led to the starting of her company called stiletto coffee and what it’s about. So it’s a it’s a really good overview of her entire story.
Now there are pieces you can pick out of that etc. but let’s say we take that to another media outlet and say hey we thought you might want to cover this check out the story over here on the Huff Post. Do you would we typically want to feed them with with other angles that could be covered et cetera or let them kind of figure it out themselves.
So I always give a couple of suggestions. I would make suggestions and I always say that these are just suggestions. I’m not telling you what to write about. I’m just giving you some ideas that I thought would make sense because I’ve done research on your writing and I’ve seen you write write what you like writing about this topic. Yeah. Talk to just a couple of headlines. I won’t even tell them what the story is about but I’ve also just a couple of headlines that may catch their attention. Right. And then if the headline catches their attention and nothing at all I mean OK. What would that story be about. And then I would walk into that process. But the Huffington Post piece that you started that’s called a profile piece right. That’s more of here’s this person here’s what they’ve been through here is how amazing they are now and those are great.
But what I do is I’d use that profile piece things like here’s here’s a profile piece on Huffington Post that they did on her. Here’s some suggestions based off of this piece that we could extract out of there to write a different piece on so we could talk about this one part where we’re talking about the coffee and the benefits of it. Or we can take how she overcame this to build this. You know the next holiday that she had to have. There’s just all kinds of angles you can pull out of that one piece to truly create a new one.
OK. Love it. And that’s what I did that’s kind of what I was thinking as well because that recently just happened and it made me think about. All right. Well what’s the next. You know what’s the next step there how do we leverage this for even more exposure.
Cool so you know one thing real quick on that. We’re not talking about the media page that the media page is important because no matter if you’ve only been on podcast whatever any media that you’ve ever been on needs to be on your media page or on your Web site because it’s just that. And as the strategy back is one of its strongest ASIO’s tools out there so having a media page where you’re back linking to every media outlet that you’ve ever been featured on even the small ones just boost your ASIO’s and helps you become more competitive over your competition.
One hundred percent. What about press releases. How do you use them how do you use them. They used to be press releases used to be phenomenal. Used to be as the word here for CEO because they ranked really really well and there was you know do follow links but they have not been as effective here in the past few years because Google caught on. Do you use them and how so.
No we don’t. I do not believe in press releases we don’t write press releases ever anymore. We we don’t do them at all. I think press releases work for very famous people who the media is conferee waiting for news from. But as far as us you know in general it’s for the worse. I don’t believe it does anything. Now there’s other services out there like PR Web where you can have a press release that goes out for like 70 credibility building web sites on the back end of the Web site. People are catching on to that and it doesn’t mean anything anymore. And it’s actually causing a lot of damage because now you see people saying as on Fox News PBS and everybody thinks that they just did a press release right.
So I think that’s a big waste of time and money because it may and may give you a little gruesome SCA but like you said Google has caught onto it and it doesn’t bring any traffic light. No one actually sees those press releases unless you just share that link with them.
And I’ve noticed personally from using them. I’ve got a hook up with a press release service too where I know the owner very well so I can get them out kind of at will and for free.
But I’ve never really seen any action from that.
And on top of that I’ve noticed that the the the juice from that disappears really quickly like sometimes it shows up in search results for the first few days but then Google it almost just like gets rid of it and I can’t even find the press release anymore I’m like wait a minute this is that nobody else is going after this term it should be there and it just disappears almost like Google’s been tantalizing press releases I could be wrong but it’s interesting to hear you say that because it’s kind of been my experience as well right but if you think about actual interviews and actual features that are done on you.
Boadicea first so if you open an incognito tab and search for my name I’m on the first page of Google. And the reason I’m on the first page of Google is there’s an Andrew O’Bryant hockey player there’s some lessors there’s all kinds of people with the name Andrew O’Bryan. The reason I’m on the first page in the first story I want to see it.
Yeah go ahead.
The Austin American-Statesman is one of the first stories that shows up I mean it’s like third or fourth link down. And that was an entire piece that was written about me just in a local news here in Austin and it went front page and got picked up by the Associated Press and now on the first page of Google even though there’s an NHL hockey player with the same name right.
Yeah because that’s an authoritative web site. He’s written about you know there’s this is one of the things that because I’ve used press releases I’ve used guest pose et cetera and it’s one of those things that I just call it proactive reputation management because you never know if you’re going to need it.
There’s nothing worse than having a name that you know a whole bunch of other stuff shows that like I’ve got a pretty unique name Brad kickstands. I’ve only found one other Brad kickstands in the entire world. But so I own the front page or front I own Google for my name because they are the guys not a page not a marketer but there’s a lot of these things that you can do and it is true.
You know you are who Google says you are. Everybody Googles your name whether you’re you just meet somebody you going to interview him for a podcast or be interviewed or interview or like hire somebody for a job or decide if I want to work with a coach or a service or buy a software you know what Google says about you in the minds of your prospects is often true to them.
So not being proactive with this just in case you need it is a detriment even if you’re if you don’t have anything major to sell. It’s just really really good to be doing this especially because that’s not what that trend is not going away. Social media and threat perception is reality right.
Exactly this just so many layers now people research everything now because they want to know.
I’ve gotten some clients who’ve had some pretty bad reviews and they’ve been on Rip Off Report and things like that and getting them media exposure is a lot more challenging because when you Google them all you see is negative on the first three pages of Google. They’re not bad people. They made someone mad and someone went off and just spent weeks hating on them and getting things put everywhere. So it’s a lot better. And if that happens the media exposure is the way to kind of make all that stuff go to the back side of it.
Yeah. Do you ever do any or recommend any particular search engine optimization using those using those links out there like linking to them from your own site and giving them extra juice or is that like you know if you’re doing this right the sites have enough juice you don’t even need to do any special effects right.
If I if I definitely give strategies on it so a big thing that I tell people is when you’re interviewing and you’re doing visual or audio interviews focus on your key word terms that you know that you need to use and use them a lot during interviews that they are put in to the articles. Not spying you’re right or what to say.
Well using a little bit of psychology you use the words enough don’t put the words in there and that will boost your F here and then again using social media and digital or direct response marketing with those media outlets getting on that. Getting on for isn’t going to get you on the first page of Google with Forbes. If there’s a lot of viewers a lot of life a lot of shares on the article then that’s going to boost your effort you know.
Yeah that makes sense. What about. Are there any trends you’re seeing in. I mean you know publicity in general is a is not a static industry but it’s been around for a very long time and the methods and things that you’re talking about. I mean it doesn’t seem like it’s not in a good way going to be you know going away anytime soon but are there any new trends are new developments that are kind of coming out that you’re really excited about in ways to use this even more.
The new trend to some reporters are catching on to what they called the false truth era by calling it false truth era be fake news and all that or let they get down day everybody trying to act like everything is perfect. Oh and that’s you know what I keep hitting on is failure is what sells right now. Being transparent is just a couple of weeks ago I put a post on Facebook about how I had my first nervous breakdown. Never have one in my life.
You haven’t just had one a few weeks ago. I talk about you know taking my daughter to the foster home on Christmas day to go give gifts to the foster children. And it’s just I talk about things that have nothing to do with business and have a lot to do with our personal lives and the face of nervous breakdowns refunds chargebacks we invite that people that normally won’t talk about because people don’t talk about refunds they don’t want people knowing that they have to give refunds. But let’s be real. We’re all business owners we’ve all had to give refunds at some point. So instead of saying you’re trying to act like I’ve never had to refund anyone I’ve said I’ve told people I over promise in I first saw of this company I had to refund everybody because I made a
mistake and I gave everybody their money back. So it’s just being honest that that was really selling right now. And that’s what I love about is this full transparency of it.
Yeah that’s it. That’s fantastic. This is this is the time on the show where I do ask one question which is there is and I like to ask everybody this because I mean this is bacon wrapped business I mean you’re in the frying pan right.
So turn up the heat. What is one technique or strategy or tactic or something that you’ll. You’re going to reveal right now that it almost pains you to reveal because it’s so good.
Is there anything out there the man I usually charge for this shit.
But after that one technique that I might give away is what I want everybody to do is I want them to go on to Austin or alone today. I want you to go and search the key word term that matches your business.
I want you to find someone you would want him to face in the future or auction or dot com. OK.
And then go into the search tab and type in the search keyword that has to do with their business. And then I want you to find that you see there’s a picture of a face and by their face will say the name it will say either contributor or staff writer you’re going to avoid the sapphires and go after the contributors what you’re going to do is you’re in a find a contributor that recently wrote about your topic or about something in your industry something that matches what you talk about. You’re going to go on there you’re going to find their Facebook page if you look on their name there’s usually a bunch of pictures and there’s a Facebook link or Twitter link linked in link or website link all that which going to do is they’re going to go after their Facebook. I don’t use Twitter because it’s just a pain.
Facebook is the way to go.
Someone go into Facebook on a message them and here’s what you’re going to say.
You’re going to say Hey Bob I just read your article titled this.
I thought it was absolutely amazing. I loved that part when you mentioned this. I noticed you just wrote this in April. I had a few questions I asked you Would you mind if I send them over e-mail. I don’t want to blow up your Facebook Messenger.
And what you just did using that template and it’s not a copy and paste template actually do the research exactly using that template you just open the door and I guarantee at least 80 percent of the people actually do what I just told them to do will start a conversation with a large social media outlet.
Nice. And that and then the obvious thing is you start to build rapport with them. You didn’t open up with a pitch hey when you write about me write your questions. It’s kind of a soft opening.
And then once that relationship is established Well that’s what you do is you send you send an e-mail and you actually send questions to their e-mail. They had a question on this part when you said this in the article or have you seen this or did it.
Did it work like this for you and you.
Yes. And you end every e-mail and a question you never ever ever and an e-mail or a Facebook message with them in a period.
Yeah. So the reason is because you in that with a question we often feel more and treat more obligated.
And so what they do is that we respond to them and they’ll answer that question and you will what you do after they answer those questions as you say. That’s amazing. I love them. I’m a. Implement that in my business this week to see what results I get and I’ll let you know how I how it works for me. What have you. Actually I have a story similar to this. And what I do is I promise that I will get I will do everything I can to make of a top training story and I will send a lot of traffic into the article. I just want to give you an idea of a story. Can we hop on from all of it. So what you did is instead of pitch right away which you do is you start
a conversation you made them like you because you’re complimenting them because you’re asking them questions because now they know you did your research you’re not just copying and pasting and then asking them can you get on the phone. I’m going to make sure that you mention this just as much as I do.
Yeah. I love that. That’s fantastic and that’s a brilliant way to do it. And as I said as as as a guy who’s got a media platform and I get requests for people to you know who want me to interview them constantly that kind of stuff absolutely works building the relationship first not leading with your hand out like hey can you give me give me give me. That’s fantastic. So very good. Now the final question is what is a nut that you’re trying to crack in your business or life right now and buy a nut.
I mean is there any particular skill you’re trying to learn. Challenge you’re trying to overcome a person you’re trying to hire a person you’re trying to fire. Is there any kind of what you’re trying to crack right now besides just getting more of what you’ve already got.
And if not that’s cool because we get to me and my listeners could potentially go Oh shit I can help them right so the biggest thing that I’m having right now is we just doubled our pricing for our gun for your services and we cut our clients in half. Reason is because I’m not trying to build an entire agency. I’m not trying to build this big firm. I’m trying to represent a few unique level players.
And then the rest will be trying to what I’m trying to do now is build up my passive income which is our online training. We do online trainings and we have a high take it live intensives where people come out and spend two days in the mansion and we go through the entire pool with the training and strategy and tactics with them and that’s where our focus is right now. I’m trying to create the automated passive income where I just wake up every day and I see my email. So we’re working on that. That’s the toughest nut I’m trying to crack right now. And the biggest reason behind that is I don’t do low level products in my price or in between a
thousand to 2000 dollars for my courses. And so that’s what we’re trying to figure out now is how to make that how to be able to wake up every morning with self-communion and not having to bring on too many done for you.
Right. Excellent. OK so and when you don’t want to create a whole bunch of low end in-fill products.
Now I want I want I believe that there’s a lot of value in what I offer and I realize the lower you charge the more pains and more problems that you have.
True. Cool. So if there’s anything I can do there to help you out I’m happy to you know we can talk offline about this. We want to strategize and brainstorm do this kind of stuff with my friends and clients. You know at all times if anybody listening has any ideas for Andrew please don’t hesitate to reach out to him by the way.
So where can people get ahold of you the best way is that’s what the guy talking to.
And then there’s contact information on there. And there are there any social things you want to share. Is everything on the run.
Just find me on Facebook if you just forgot. But for the guy I’m pretty easy to find I’m on all the social platforms. I’ll tell you right now my team uses every other one though and when I use Facebook I only use on a personal page though on my profile page and send me from of course.
Perfect. All right. Well Andrew this has been a pleasure. Thank you so much for being on the show and for everybody listening. I hope that you got a lot out of this.
There’s so many useful things that you can literally go out and do right this minute.
So do not hesitate to put that to work. And if this really resonates you know like man I don’t mind putting in some sweat equity especially if I don’t have the dollars to buy ads cetera. This is an awesome way to do it. And Andrew’s got great done for you services. You do have some courses you can buy as well. You can find that all on the publicity guy dotcom. If you have any if you have any questions if you are stuck in your marketing if there is a nut you’re trying to crack and you either need to meet the right person get the right insider idea or strategy and you
want my second opinion on this.
You can e-mail me directly and ask Brad at bacon wrapped business dot com. I am happy to take a look at any inquiries and requests and you know whether you become a client or I’m just able to solve your problem with a quick introduction or anything else. I am more than happy to see if I can help you out. That being said thank you once more Andrew for joining me and to everybody else keep on listening to the show share it on social media and let me know what you like the most and I’ll see you on the next episode