Update: A colleague showed me his manual prior to printing. The different topics are formatted into long and short paragraph summaries. A summary contains definitions, questions, suggestions, observations and opinions. It's designed for the thinker.

One of his information dense paragraphs was two pages long. I was compelled to put the handbook down after ten lines due to eyestrain and being tied up in a mental traffic jam. If you've ever read a dictionary, this is exactly how his manual is formatted.

One of his topics alone could qualify for a half-day seminar, or studied as a college course. He's penned almost three hundred topics from over forty years of life experiences. His manual's not meant for fast reading.

I told him he was gutsy. In today's world people are operating at faster speeds. And many don't appreciate speed bumps. If I were him I'd stick with what's working out there: writing in conversational style. But then again, he is gutsy.

Feature Article: Bending the Producer's Ear

Resource: Instant Income

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Semi-Live...

I watched a training program in simulcast broadcasted live over four time zones, into Canada and Jamaica. It was really convenient. You don't have to get on a plane or deal with hotels or ground transportation. You drive to the location to plug-in.

For those attending this was a nice experience because you get to go home to your family and sleep in your own bed. You don't have to pay extra for services. A simulcast drops you right into the event without being physically there.

But if you were on the promotion side, there were quite a few drawbacks...

The simulcast audience stares at a big screen. It's lifeless and cold. There's no genuine eye contact. It lacked emotional connection and warmth. You're left feeling slightly empty. It lacks impact. It's not the same.

Where the live audience on screen gets pumped up by the presenters and the live band—the satellite audience is slow to react, if at all. There was a noticeable lack of intensity. You're left second-guessing if you should follow the live crowd, or remain staid since there is no one present on stage to receive your energy.

Out in the lobby book sales definitely suffered. There was no buzz around the book counter because there were no authors. It was easy to make a quick getaway. Exit: stage right.

But don't let these slight drawbacks deter you from appearing in a simulcast. It's a great way to increase your exposure without having to jump all over the country. Ideally, I'm still waiting for someone to manufacture a Star Trek transporter.

Bending the Producer's Ear

Dear Associate,

Picture this scenario:

Your chauffeur picks you up for your massage appointment. Your designer suggests one or three custom outfits with matching accessories. Your flight attendant in the private jet pours you a glass of champagne. Your key people worldwide report that everything is peachy keen.

What a fabulous way to start the day...

If you want the fame, prestige and exposure that only the media can provide you'd have to go beyond becoming an average author, speaker or the millionaire next door. You must offer a powerful message of hope to a starving marketplace. A unique message that provides answers to a significant issue. And you must grab more than one media producer's attention so you can quickly and effectively broadcast your message into the mainstream consciousness.

Maybe your message is saving the planet from global warming. Maybe it's helping people make and maintain a fortune in investments. Perhaps it's discovering a cure for a disease. How about being the whistleblower of a major conglomerate? Or maybe you've produced the easiest, most powerful, melt-fat-while-you-sleep diet program.

The truth is there are already others, or there will soon be others cashing in on the same marketplace. For example—think about the latest fad diet ads being pumped through the media. And then the many new plans, pills and surgical procedures that attack the same weight-loss market each year. People get numbed with all those messages assaulting them on bookshelves, in the mail and in print advertising.

But I know your message is different.

So where do you fit in? How will you stand out? Is there any significant difference between you and your peers?

After you've honed down your message, it's time to pitch your story to a producer. Getting interviewed on radio or television or being invited as the guest will gain you tons of exposure—if you can pull it off. But how do you get a producer's attention?

Three keys when pitching a producer:

1) A unique spin. A popular show like Howard Stern caters to a certain audience. If that's your target market, you should create something to offer Stern's producer that would interest that particular audience.

Let's assume you own a cosmetic surgery business you want to spread the news about on Stern's show. So what? How is your business different from the dozens of others that may be pitching the same producer?

Your wouldn't want to say: Our Breasts are the Best in the West. That's ridiculously shallow. And overused.

But you might want to claim: Our Breasts are Certified 100% Safe by the Adult Entertainment Association of America. That's more specific and sounds almost like an industry endorsement.

2) Your expertise. Who are you? What got you started? Why should audiences listen to you? Have you written a book? Have you been a guest on TV or radio? Do you host your own show? Have you reached celebrity status?

Audiences want to know your story. They want to connect with you. They want to know the reason why you do what you do. They want to see your passion.

Did you study under a certain guru? Did you travel to the jungles of the Amazon to find The Cure? Maybe someone you loved passed away and you wanted to do everything possible to prevent this from happening to others.

3) Your solution. What problem(s) are you solving? How safe is it? How many people have had positive results? How are you helping families, neighborhoods, and country?

Where is your product produced? What are the ingredients? Is it environmentally friendly? Can you produce test results?

Has your company gone public? Can consumers order online, through the mail, or FAX? Do you offer customer support? Do you send out a newsletter? Is there an online forum or blogs? Do you have repeat customers? Are there retail outlets?

Here's the kicker...

Producers are extremely busy people. They are listening to pitches all day long. You must condense your three keys into a short, powerful attention-grabbing hook that will benefit the show's audience.

Linking your pitch to current news, controversial topics, or disastrous events may help. Tying your story to a humongous problem like consumer debt, the subprime mortgage mess, or the war on obesity may help. Sometimes shocking discoveries, claims or beliefs may give you an edge to get on the air.

If you can get a producer's attention and get invited onto the show, you'll see a dramatic increase in business like you've never seen. There will a buzz for your products or services. And other producers may invite you on their shows.

Warm regards,

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