Making the Most of Major Media: The Seven Step
System for Success
by
Jeanette S. Cates, Ph.D.
The Technology Tamer™
So you've got your big break! You're going to be
quoted in the Wall Street Journal, Newsweek, Time,
Investors Business Daily, Redbook, or (you insert
the name here.)
Congratulations! But are you ready for your success?
More importantly, is your website ready for success?
Here's a seven step system for preparing for fame:
1. Check your pulse. Go to every major search
engine and look for your name and the name of your
company. Depending on how the article is written,
your expertise will be listed under one or the other
of those terms. Make sure you appear at the top
of the search results. If you don't, now is the
time to beef up your keywords so that you do.
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2. Get a booster shot. Go back to the search engines
and search for the keywords that are associated with the article.
If you don't appear in the top 3 listings, it's time to purchase
the appropriate keywords in Overture. You don't want to take
a chance that you'll be lost in the crowd. Sure, it's an expense,
but how much might it have cost you to get the same amount
of publication space, if you had had to pay for it?
3. Check your image. Review your web site to be sure
all the links work and that you have easy ways for people
to contact you. This is particularly true for the media. If
you have enough lead time, prepare a news release to add to
the media section of your site. Don't have a media section?
NOW is the time to set one up.
4. Expand your reach. Create a special report on the
topic on which you're going to be quoted. This special report
should provide additional information beyond what the article
tapped. In addition, the report should also offer compelling
evidence as to why the reader would want to purchase your
products or hire your expertise. No need for obvious advertising
here. The readers already know you're an expert. Now they
just need to see how best to take advantage of your expertise.
5. Make a blatant offer. Create a popup that opens
as visitors enter your site. Offer them the free special report
in exchange for their name and email address. Be sure to play
off your fame with "As seen in the Wall Street Journal"
in the popup. Set the popup to open just once during their
visit. A week after the article is published, set it to appear
only once to every visitor.
6. Follow up. Each time a visitor signs up for the
free special report, they are automatically enrolled in a
sequential autoresponder. This allows you to send an unlimited
number of follow-up messages. The messages should focus on
the topic of your expertise and over a period of time, provide
quality information, such as articles, references to related
products, etc.
7. Celebrate. Enjoy your fame. Although fame is billed
as "fleeting", it can continue to spin into more
and more fame when you use this seven step system.
For detailed information on each step of the seven step system,
send an email to Fame@TechTamers.com
___________________________
Dr. Jeanette S Cates, The Technology Tamer™, works with
business owners to help them turn their website into gold.
She is a professional speaker and author of Online
Success Tactics: 101 ways to build your small business.
© 2002 Permission is granted to reprint this article
in print or on your web site so long as the paragraph above
is included and contact information is provided to www.TechTamers.com.
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