They cut costs, all costs, even marketing costs. They say, "Marketing is an expense. We're cutting expenses. Period."

WHEN YOU THINK OF MARKETING AS AN EXPENSE

In accounting, sure, marketing IS an expense. But here's what happens when marketing is purely viewed as an expense:

Company A thinks of marketing solely as an expense. When busniness gets slow, Company A cuts marketing. They tell fewer prospective customers about their products. Results: They get even less business.

You might ask, "How can you suggest that marketing is something other than an expense? Of course it's an expense - it sure isn't income. I write it off my taxes every year. You bet it's an expense."

If you think of marketing only as an expense, odds are, your marketing is nowhere near as effective as it could be.

There is another way of thinking about marketing. When you spend money and buy stock, that's an expense AND an investment. When you buy a rental property, that's an expense AND an investment. (Whether they are good or poor investments is another subject.)

Break Into TV Shows of your Dreams! Tips, Strategies, Do’s and Don’ts of Pitching to Media

 Always have your press materials fully developed before you even begin pitching process. You’ll need a segment style press release for radio (contact me for more information on writing one), a media kit and video resume for National TV. After you pitch your media contact, they will ask you to send your materials. Any delay will cost you your credibility. Always do what you say you are going to do.

 Develop your media strategy with short and long term goals. You will need to have resources to find names of producers and bookers and contact information. We use Bacon’s Media Directories 1.800.621.0561. Targeting right contact will greatly increase your chances of getting booked. If your goal is to be on OPRAH within year, you have a lot of work to do. You’ll want to get booked on lots of media to gain experience, help you define your topic and create expert status for yourself. Pitch smaller radio shows first and then move onto bigger stations in bigger markets. Use same strategy with TV and book yourself first on local/regional stations. This strategy will allow you to develop not only as a publicist for yourself but as a media guest as well.

 If newspapers and magazines are on your goal list, start to follow these periodicals. Learn about content and style and who writes in your expertise. Become familiar with what they have covered so you are pitching a fresh and “next level” article or story idea.  Expect to make about 50 pitch calls before feeling comfortable with content, style, language and tonality (all factors that media contact uses to decide to book you as a guest). Can media spot an amateur? You bet! Your pitch call is an audition. If you sound shy, uncertain and stumble over your words, producer will think that is what you will do on air and will not book you.

 Identify your ultimate target media and then find smaller media that will support your major targeted media outlets. For example, if you want to be on Bloomberg TV or CNN then pitch local/regional business or talk shows. Develop a three-minute video resume that is edited and features your “best” moments. Lead with high-energy music and action! You want viewer to feel excited just watching your video! They’ll be thinking “ratings, ratings, ratings”!

 Know caliber of guests your target media uses. You might need media training, a makeover and/or coaching to increase your desirability and skills.

 In major breaking news situations, TV segments are pegged to breaking news. Tailor your pitch accordingly and do not pitch a soft feature. Tie your expertise into breaking news to increase your chances of getting booked.

 Immediate availability will help you get booked. Tell your media contacts that you are “on call” for them and give them all of your contact numbers including pager and/or cell phone (for instant access). Include your instant access information on your website.

 TV and radio producers like controversial debates and experienced guests who can talk in information-packed soundbites. Leave high-energy, action packed voice mails.

 Stack your pitch with your credentials and content. Speak faster while leaving your voice mail yet slow down and speak clearly when you leave your phone number. Always mention where you are located and follow up with an email that includes more on your pitch, BIO and instant access contact information. Do not use attachments but you can link to your website that should be content rich and not overly promotional.

 Have two websites—one for media and one to sell books. The media likes content rich website that showcase your articles, awards, area of expertise and bio. If they see a strong sell for products or books they will not book you as your site is too promotional. Save strong promotion for products or your book for another sited designed especially for this purpose.