1. Use data, research and statistics to get media attention.
You may have to do some digging to uncover the most valuable nuggets of information, but having research at hand will boost your credibility and increase your value as a go-to source for journalists. Once you have research in hand, your ability to create content becomes a major asset that you can leverage in your quest to get publicity for your book or product.
2. Understand that you don’t have to be the point of the story to get publicity.
Journalists will come back to you again and again if you provide them with information relevant to whatever it is they’re working on and keep the process painless.
3. Have products to sell.
The biggest mistake I ever made was not having other products to market when Secrets of the Young & Successful became a bestseller. You have to build out other products and services, because all the media attention in the world doesn’t mean you’re going to make a lot of money.
4. When you have a big idea, run with it.
I was on vacation in Bali when Scott Kaufman and I came up with the idea for Secrets – we left early and began writing the book!
5. Be careful about over-delivering information to the media.
There is a time to provide more information than a journalist has requested, but do it strategically. Analyze your relationship with the journalist and the prominence of the media outlet before deciding to share a lot of your content.
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