How to make the most effective use of major media citations to get more clients. By Chris Melchior

Transcription

1 How to make the most effective use of major media citations to get more clients. By Chris Melchior

2 Legal disclaimer... The information presented herein represents the opinions of the author(s) as of the date of publication. The author(s) reserve the rights to alter and update their opinions based on the new conditions. This product is for entertainment purposes only and the author(s) do not accept any responsibility for any liabilities resulting from the use or misuse of this information. While every attempt has been made to verify the information provided here, the author(s) cannot assume any responsibility for errors, inaccuracies or omissions. Any slights of people or organizations are unintentional. The reader is responsible for using this information at their own discretion and their own risk. None of the contents of this document are allowed to be taken as legal advice.

3 Index : Introduction. 1) Media creates reality. 2) The importance of authority to differentiate and build trust and interest. 3) What are major media citations? 4) How to use major media citations : a) your website or blog. b) your profile on forums etc. c) any printed material. d) Social media : LinkedIn, FaceBook, other social media, Twitter, Pinterest, YouTube etc. e) your business card. f) webcasts or podcasts. 5) Summary. 6) How to get your major media citations.

4 Introduction. This document explains what media citations are, why they work the way they do, and how practitioners can make the most effective use of them to get more clients and make more money.

5 1) Media creates reality... What's the best way for you to create a perception that will lead to people seeing you as an authority in your subject, and wanting to use your services? A colleague of mine with a young daughter used to love to go to the beach and paddle in the ocean. Then one day, the guy was just about to take his daughter to her favorite place, when she said that she didn't want to go to the beach ever again. Asking her why, she explained that sharks are dangerous so she didn't want to go anywhere near the ocean. He quickly found some statistics and proved that more people are killed by hippos, cows and snails each year then by sharks. But the daughter told him that he was wrong, because she KNEW that sharks are dangerous. How did she know? Because she'd seen a documentary about shark attacks on TV. No amount of facts about how rare shark attacks are, how they'd never seen one at the beach they go to and how big sharks cannot swim in the shallow water that daughters like to paddle in, would change her mind. The media had created her reality, and that reality was far more real than real life experience or genuine facts. It's a fact these days that people believe the media far more than they believe their own experience and knowledge. Media really does create reality. Luckily, there is a way that this can be used to help any practitioner get more clients... if the major media says you are an authority, then YOU ARE. Authority is one of the most valuable assets any practitioner can have... read the next chapter for details...

6 2) The importance of authority to differentiate and build trust and interest. Near the beginning of the industrial revolution, the important concept was supply and demand. Basically, if you could create a decent product, people would buy it because there was little competition and lots of demand for new products unavailable before this time. Unfortunately, schools still teach the same concept, when in reality, it is now reversed... in almost area of life these days, there is far more supply than demand. This can be seen in the existence of marketing and advertising... back when there was more demand than supply there was no need for advertising at all... if you created products word-of-mouth would do the rest, and you'd have more demand than you could supply. In fact, in Soviet Russia, any advertising was a clear sign that your product didn't work. There was such a chronic lack of functioning products of any type that if you produced anything that worked, word-of-mouth would soon produce long lines of customers waiting for it. Advertising was only needed if the product was useless! As industry began to mature, competing suppliers became a reality, and suddenly there was more supply than demand. Businesses who created products or delivered services needed to find a way to persuade people to buy their product rather than that of their competitor. So advertising, marketing, brands etc. were born. These days marketing is far more important, in terms of sales or income, than the product or service itself. Most practitioners find that there is a lot of competition and it is difficult to find new clients. Yet a few practitioners get more clients inquiring than they can take on, and can raise their prices considerably. While an occasional practitioner is lucky and just gets clients for no obvious reason, the majority of those that succeed at actually selling their services well are marketing and promoting them much more effectively than those who don't.

7 So, what's the most effective thing you can do to differentiate yourself from your competition? As leading online marketing guru Frank Kern says, being viewed as an authority is the single most important factor in increasing perceived value. Greig Wells used major media authority ( as seen on NBC, CBS, ABC, and Fox ) to help him get to co-write Dare to Succeed with Jack Canfield, author of the Chicken Soup for the Soul series, speak for Tony Robbins Business Mastery, and lots more. He says that once you get cited on major media you become a quoted expert, and you re perceived as a trusted authority. As we learned in the last chapter, media creates authority, especially the internationally-known major media companies. Of course there are other factors... your services must be effective, and you can do many other things to promote and market your services, but being seen as a trusted authority can make a big difference to your number of client inquiries, and increase the effectiveness of whatever other marketing and promotional efforts you put in.

8 3) What are major media citations? The definition of a citation is a reference to another source. So a major media citation is a link on a major media website, that refers to you, the practitioner. That enables you to say that you, the practitioner is as seen on that major media, along with using their logo. For example : This logo shows that Chris Melchior has been seen on CBS News, Fox, NBC, and ABC. See my pic with citations as I have used it on my page about my spiritual services: The well-known logos attract the attention and interest of anyone looking at this logo, and differentiates it from others who do not have those citations. These exact same 4 major media citations are available to YOU (with our simple, done-for-you service), and you can use them on your website, socialmedia, business-cards, etc. to help you get more clients (details below).

9 4) How to use major media citations : a) your website or blog. Of course, you should add your major-media citations, with the images of their logos on your own website to help you be seen as a trusted authority, get more clients and make more money. Make sure your website looks professional, and has a style which fits the services you offer. This is easy to do with free WordPress Themes... make sure the Theme you use is responsive (which means the text wraps (rather than the end of each line disappearing off the side of the page) as you decrease the width of the window you are viewing in, so that the site looks good on any device)... most recently-created Themes are responsive, but some older ones are not. WordPress is a great way to manage the design, content and navigation etc. on your website... it does a great job, and is free (I use it for my many websites). Your head-shot is one good place to add the media-citation logos, although have a think if it makes sense to add them elsewhere too. Don't over-do it, but make sure the logos, and the words as seen on CBS News, NBC, Fox, ABC will be obvious to anyone in the first few seconds they find your website. It can sometimes make sense to add the media-citations logos to your business logo, instead of, or as well as, your photo.

10 b) your profile on forums etc. Again, this depends on the individual forum owner as to what you can, and what you cannot state, but for many of them since your media citations will be provably true (once you get them), it is OK to state a truth on their websites. c) any printed material This could be leaflets, brochures, business-cards, posters, adverts or other printed material. Again, this can sometimes depend on the owner of the property where the printed material is displayed, but most would be OK with stating a provable truth, such as your major media citations.

11 d) Social media : All these publications :

12

13 ... and many more,... all say that LinkedIn is their #1 source for business content. Corporations like to hire speakers from LinkedIn, TV shows look at LinkedIn when they want to find guests to interview : I m sure you know stories of people in the business of helping others who ve only became successful after they ve been featured in the media... one example is... Robert Kiyosaki who wrote Rich Dad, Poor Dad, the series which has sold over 32 million copies of his books after being endorsed by Oprah. He is a best-selling author, which, as he says in one of his books, doesn t mean what he delivers is any better than what your deliver, it means he has used the leverage of the media (etc.) to SELL himself more effectively.

14 One expert in various areas, Grieg Wells, built a mailing-list of 163,000 potential customers using only LinkedIn (and media exposure), and makes close to $2 million a year by using LinkedIn to find people interested in what he does. His LinkedIn profile pic makes it clear that he's an authority, which makes it easy for people viewing his profile to choose him instead of his competition : Why not do the same on your LinkedIn profile pic? : and make it much easier for people to choose YOU! LinkedIn can be a great place to help you find clients and to promote your services, as many people there earn over $100k per year and a lot of them are interested in improving their lives in one way or another. LinkedIn has over 530 million members (as of January 2018), most of whom are business-people or professionals with above-average income. 80% of those consider networking on LinkedIn to be an important part of their success. Why not make yourself available to be seen by all those people, and make sure you stand out when your profile is seen? Statistics show that just having a decent head-shot on your LinkedIn profile gets you 21 times more profile views, and makes you 36 times more likely to receive a message from someone interested in what you do.

15 Think how much further those statistics will increase with major media logos as well. It's easy to make your LinkedIn profile summary much better than most people's... instead of using it to list your work (and other) experience, treat it like a sales-letter, explain concisely and clearly what your services solve or enable for potential clients. Describe the benefits to your clients when they use your services. At the end of your brief summary, make sure you put a call to action... this can be as simple as click this link to book a session, or give me a call now on this number ***, to find out how I can help you with ***. If you tell people clearly what to DO, they are much more likely to take action than if you just assume they'll guess. One of the most important things to do on LinkedIn is to always follow-up with anyone who views your Profile... they are declaring an interest in what you are offering, so contact them about it. You can also make use of the same phenomenon in reverse... find people who are likely to be interested in what you are offering, view their Profile, and they are likely to contact you. Another great tip to maximize your success with LinkedIn... make sure the key-phrase which describes what you do is in your Profile Tag Line, Skills, Summary, Current Title and Past Title, so people can find you easily and know what it is that you do. The media always needs quotes from experts, to lend authenticity and depth to the articles they have to write every single day. Use the above advice, along with major media citations, to increase your chances of being the one they choose to ask, and the one who gets the significant benefits of the media exposure when they do. So in summary, if you are not using LinkedIn effectively yet, then you are missing out on its potential to get more clients. Why not try it (especially with major media citations)?

16 Yes, you can use your major media citations, with their logos, on your FaceBook Page(s), to give you trust and authority. As well as daily relevant updates on your FaceBook Page, consider FaceBook Groups to help promote your services... relevant Groups can be great places to get help and find people who might be interested. Other social media... Some practitioners use Twitter to help get more clients. Of course, a Twitter Profile is another great place for major media logos, to make yourself stand out from the crowd. Did you know that Pinterest is the 3 rd largest social-media network worldwide (after FaceBook and Twitter), and that it can be a great place to promote your book? Also, while a Tweet only remains as a functional link for a few minutes, and a FaceBook Post for a few days, a Pinterest Pin is an effective link for months and can work well even for years.

17 *** Pinterest Tip ***... Pin your best pins (which link to your website or blog for example), on the biggest Group Boards you can join. Use : to find Group Boards relating to your services, and contact those with the largest numbers of Followers, asking for an Invite to collaborate (after you've re-pinned at least 1 of their Pins, and Followed them). Some will accept you, and that way your pins are likely to be seen by large numbers of people. For example, looking at Group Boards on quotes (one of the most popular subjects... for example create some Pins which are quotes from your client testimonials... if you don't feel up to doing the graphics work yourself, just pay someone on Fiverr.com), and there are several Boards there with more than 50k Followers, so your Pins can get seen by lots of people. Don't post a Pin on more than one Board in a single day, else some people will see the same Pin more than once which can be annoying. Other social-media worth using to promote your services include YouTube, which can be a great place to tell people about what you do. Get some client testimonial videos uploaded there when you can.

18 e) your business card. A business card is another great place to add your media-citation logos and wording. You might consider writing a book, on a relevant subject such as your own personal development and how you got into being a practitioner... giving someone a copy of your book can make a big impression, and having the book available (especially if it is marketed effectively) can be a great way to become better-known. f) Webcasts or podcasts Some authors use Webcasts or podcasts to effectively promote their services. Your short bio should be written in the 3 rd person so that the webcast or podcast presenter can just read it out, and should, of course, include a mention of your major media citations. Write it with this in mind... it should be ideal for the presenter to just read out loud at the start of the presentation.

19 5) Summary. In summary, there are many effective ways to use major media citations to become a trusted authority and thus get more clients and make more money. This document has listed some of them... see if you can think of others. 6) How to get your major media citations. That's the easy part... just go to : scroll down to the buy button, and click it. There's full details of our done-for-you service on that web-page, plus FAQ's near the bottom. If you still have any questions, no problem... just me : chris@energy-bodies.org and I'll do my best to help you.