On Oct 18, 2021, CEO/Founder/Chief Experience Designer of Entire Productions, Natasha Miller, and Comms Specialist, Madeline Raithel sat down to discuss how to source, pitch, and secure free press for your business. They also shared how they were able to land coverage for their event production company in USA Today, Inc., CNBC, WSJ, BizBash, and more. The conversation, presented in AllSeated’s new immersive virtual event platform, ExVo Home, was called “How To Get Published” because Natasha also shares how she published her first book, a memoir titled “Relentless.”
You can watch the entire recording here and read the transcript below the post.
In this blog post, we will discuss the main takeaways from the presentation. First, it’s good to know why getting free press is important for any business, not just an event production company.
Landing press coverage will help:
- Raise your authority.
- Gain qualified leads.
- Spread your message.
- Grow your network.
- Leverage your media placements with social posts, blogs, content, etc.
- Be proactive, not reactive. Apply to awards such as the Inc. 5000 and respond right away to media requests with something meaningful and valuable besides a quick “I got your message, I’ll respond later!”
- Don’t hit delete. Natasha received a survey from Inc. before they had confirmed her as a finalist and instead of deleting it, she took the time to respond and got a feature out of it!
- Follow journalists on social media, especially Twitter, and engage with their posts.
- Get Grammarly!
- Start writing blog posts on your website that provide incredible value to your customers with your top keywords widely distributed throughout to start boosting your SEO.
- Blog posts are good practice for contributed content which is one of the best ways to boost authority.
- Don’t brag or sell to journalists. Provide them with valuable information such as stats/facts, images/video, or truly impactful stories. If you are responding to a source request, make sure you simply answer the question they’ve presented and add your bio and additional information to the bottom under the signature.
- REUSE YOUR MEDIA PLACEMENTS! Leverage your earned media by writing a blog post, scheduling content on Lately.ai, or designing a bunch of Canva designs, BE PROUD AND RESHARE!
How to Start
- Only take media placements that make sense for your brand. Start with a set of core values to help navigate what sort of press you want and what publications/stories will fit.
- If you are starting from scratch with no contacts, start using HARO (Help A Reporter Out) and Qwoted.
- What are you an expert on? Is there anything that you are close to becoming an expert on that you can become an expert on? Do a ton of research and educate yourself on a specific topic.
- Once you’ve established your message, research specific publications, and journalists that are already serving your target audience.
- Consider what is important to that journalist; serving their readers, deadlines, topics they’re passionate about, SEO, beat, formatting, etc.
How to Find Contact Information
- First, go to their bio on the publication website. They will likely have their social media and sometimes their email addresses linked.
- If their email addresses are not linked then head to their social media. A lot of journalists list their email addresses on Twitter.
- If it’s not there, then head to LinkedIn or MuckRack.
- If it’s super hard to find then it’s for good reason. Try to think about forming a genuine relationship with them if you still want to pursue it.
- Introduce yourself, what you do, and who you do it for. No more than two sentences.
- What’s the story? Who, What, When, Where, Why? Extremely succinct with only the big facts and main overview. You must include why it’s relevant. Does it relate to a bigger news story currently happening? Or does it have to do with an evergreen topic such as mental health? Basically, why will their readers care?
- Thank them, ask for a time to discuss further, provide more information below the signature.
- Sometimes no response can be good! It might spark their interest which leads them to do more research and one day you’ll get a notification that you’ve been included in a larger story.
- Only useful for public events, product launches, anniversaries, or major position changes.
- When choosing which site to use, simply use the most popular within your budget. Most will give the first one free.
- Again, JUST THE FACTS. ALL THE FACTS. This can be longer than your pitch but no more than one page.
- DON’T USE PRESS RELEASES TO PITCH. You can include them in a plethora of information, but it is not very important to the journalist.
- News sites such as Yahoo will pick them up and reshare.
- You need to find the person within that organization that deals with contributed content. Use their website or LinkedIn for this.
- You’ll either have to pay first or build a solid connection.
- You will not be able to pitch yourself at all in these. It should read like it was written by one of their staff. You are simply providing value to whatever topic they’re invested in.
- Organizations such as Entrepreneurs Organization have divisions within large publications which can be an in for contributed content.
- Perhaps initially reach out to the person in charge of contributed content and ask for their parameters so you can hand them an almost perfect article.
4 Ways to Get Your Book Published
- Self-publishing via Amazon. Upload your book to Amazon and it will be made to order.
- Professional publishing. You pay an independent publisher and it is a commodity.
- Hybrid publishing. They don't give you an advance. You pay for their services. You own your intellectual property and they give you about 65 to 85% of the royalties.
- Traditional publishing. You have to find an agent which will sell the rights to your book to a traditional publisher who gives you an advance based on how many books they think you can sell. Let's say you got a $30,000 advance. Once you sold $30,000 worth of books, then you would get a royalty of anywhere from 3 to 12%.
Gaining valuable press coverage is a long and tedious process that ultimately yields amazing results for your organization. By properly pitching journalists, contributing content, and leveraging your media, you can raise your authority, gain qualified leads, spread your message, and grow your network.
Hello, thank you so much for joining us today on exvo home, we could not be more excited to have Entire Productions here today to talk about the process of getting published. Exvo home is near and dear to our hearts. What we want this to be a place where we can give back to the community where we can have educational content, where we can have networking sessions, and where we create a safe space for people to gather and to come to connect and to learn.
And to do this, we have brought in some of the most amazing people in the industry starting with the amazing team at Entire Productions who has been dear friends of ours at all seated for a long time. They need no introduction. I'm going to allow them to introduce themselves. So in just one moment, I will bring up Natasha and Madeline and I see some of you are doing it right now.
If you hear something you love, please feel free to use emojis. There is a thumbs-up emoji, a heart emotion, and a laughing emoji. That's how our speakers know that the content that they're delivering is exceptional and that you are identifying with it. Thanks so much.
Hello, everyone. Welcome to Exvo home. This is so exciting. This is one of the first of many rooms that we'll be able to do. My dear friends, Sandy, and her team created all seated. And if you're in the event industry, you know that name, what the technology can do. And then through COVID, they came up with this incredible platform that I hope you guys are enjoying.
It's so exciting for me. We've been using it since they started it. We had our 20th anniversary on the platform Exvo. We had three whole different venues completely designed, so many interactive elements a lot of music and caricatures, and photo booths. And so it's very dynamic. I can't think of a more amazing platform.
So I'm. Giddy with excitement to be doing this today. And hopefully, the topic will be interesting to you. It's about how to get published and both national media, local media, and also Jamie thought it would be interesting for me to talk about how to get published in writing a book because I have written a book that will be released on March 22nd of next year.
It's called relentless. It's a story about my life. It's a business memoir. I couldn't write a memoir without it having to do with my whole life story which is business-oriented. And you'll find out why. Joining me today is a good friend and an amazing teammate, Madeline Raithel. She is our communications specialist.
And what does that mean? That means this girl has studied, learned, executed, and has been really. The key to keeping our message and our business alive through COVID specifically. So she has been working on our SEO or social media graphic design. She's good at everything pitching to the media managing my speaking engagements, writing blogs, writing content, writing articles.
It's so much so Madeline says hello to everyone. Hello everyone. It's great to be here. Thank you for the introduction. You didn't leave anything out. Yeah, that's pretty much. Pretty much it, but yeah, I've been spending the last year and a half, almost two years. Just really diving deep into how to get free press for your brand, why it is so important, how you get so many amazing qualified leads from the press that you get, and then what to do with it afterward, what to do once you get the press.
It's all something that we've seen is hugely influential for your business. And I'm really happy to share my knowledge with you guys here today. So thanks for being here. Yeah. Madeline and I are both going to be presenting to you. So if you have any questions you're able to ask them immediately, how do you do that?
I'm not sure. If Jamie can come back on she can let us know. But we want it to be interactive. I want to answer the questions that you have of us. Jamie, do people ask questions? I am getting ready to turn on the Q and a. So right down at the bottom where you saw the thumbs up the heart and the laughter emoji, which I love that people are already using.
There's going to be a button that comes up that says, raise a hand. I'm going to turn that on. And when that button comes up, you can raise your hand, and then I can pull you up onto camera and you can interact right here on stage. The other option that we have is if you look at the top left-hand of your screen, there is a participants button.
It tells you who is here right now. And if you click everybody, you can send a message to everybody. And we can ask questions that way and we'll be monitoring that chat as well. Awesome. Thank you for answering that burning question. I just want to give a special shout-out to my dad, Marty Miller, who supports me in every way possible he's in the audience.
I have no idea if he's going to ask a question, but let's all give him some hearts. I am here because of him. Thank you, Martin. Okay, so we're going to start off talking about, Ooh, my God. Look at that. Dad. Everybody loves you. So the first thing we're going to talk about is the entry into the media. That was really important and really amazing.
Like a lot, I am a singer-songwriter, a jazz vocalist, a classical violinist. That's how I started entire productions by complete accident. But in 2016, it was the first time I entered. The Inc magazine, Inc 5,000 list to be a contender for one of the fastest-growing businesses in America.
It was a dream of mine, like when I was a musician, I dreamt of winning a Grammy. I ended up going to a lot of the Grammy’s events. I ended up being on the ballot a couple of times. There's still time. There's an audio, an audible book coming out so I can be in there for that. But anyway I think the first thing I want to tell you all is to get media or get press, you have to be active.
You can't just be reactive. So for me, entering the Inc 5,000, it's not a contest. They just weigh you against. Other applicants to see how much you've grown. And I won't go into great detail. That was the first step of having great national media for entire productions. But the second step, which I think so many people miss and miss out on is this.
I was a contender, but I wasn't definitely in yet. And I received an email and it was a survey they're surveying the people that applied to be on the Inc 5,000 list. Now, most of you, most of us when we get a survey, especially if it looks complicated, we just hit delete. My first tip would be don't hit delete.
And so the survey, because what you're doing is you're giving information to that helpless publisher for them to write. Perhaps an article and that's exactly what happened. So we were able to be featured in an editorial article because I responded to a survey about strengths. They were looking for what kind of strengths do various entrepreneurs make the list?
Have I filled out the form? And it turns out that my highest strength was delegation, which by the way, it wasn't always the case. It was something that I had to learn and learn the hard way. But because I tested so high as a high delegator, I was called by Lee Buchanan, who was one of the top writers on Inc magazine.
And she interviewed me and she said to me it's not definite that you're going to be in the article, but we don't because we don't know yet if you've made the list. I think she knew that I had, but she couldn't say that in advance. So that was the kickstart. To entire productions being in national media.
And I'm going to tell you right now, being on that list, which takes hard work and business growth on revenue is a lot of strategies. It's a lot of pain and suffering and making great mistakes and learning from them. But that was part of the snowball effect. So now that I'm on the Inc 5,000 entire productions is, and I've been featured in that editorial, it's easier now for us to get the attention of the press and I'm going to have Madeline chime in here.
I just want to make sure. Yes. So one is you have to engage. You have to actively seek out media attention, and I'm going to let Madeline teach you how you can send out pitches, what to do and what not to do. But second, you have to be responsive and quick. So one of the things that make entire productions as successful as we are, I think is that we immediately respond to our clients and we don't just respond to them with, Hey, I got your message.
We'll be right back with you. We send them something meaningful, which usually means information, and let them know that we'll give them more. Once we've gotten some information from them, but we try to give our bids out to our clients. The same day, the same thing with the press you are going to get lost in the dust.
If you don't answer right away. So Madeline are you first of all, are there questions?
I'm just going to assume that. And Jamie, if there are just interrupt us. So, Madeline, I would love for you to talk to everyone about pitching to the media. I'm just going to let you take it from here. Yeah, of course. So I'm, I'll start where you should start. So for me, when I'm looking through different for various opportunities to get in the press, you can start to get lost in all the minutia and trends and all there's so much always going on and you always want to stay relevant.
But you have to always have your core values in mind so that you're not ending up doing press for stuff that isn't with your brand. So I would say getting a set of core values for your brand and your company is the very first thing that you should do before you start getting pressed. Everyone always says there's no such thing as bad press, which there technically isn't unless, you're doing something, whatever, but this is ultimate, what's going to be your company messaging and you're going to ultimately want to take those media placements and repurpose them.
So you want to make sure that you're doing media that makes sense. That's what I would say first. And so if you want it to just start going for it, you don't have any media contacts. You don't know where to go. The first thing that you should do is you should start getting on, help a reporter out, and they abbreviate that by HARO H A R O.
That is a service that you can sign up for where you will get daily emails with hundreds of source requests from journalists, from all sorts of publications. This is the one way that I, that we've gotten in. I think CNBC USA today, I think we've gotten a wall street journal placement through there, and I think that's actually, you know what that is where I started hearing from Claire Hoffman from BizBash.
And eventually was able to get her private email and develop a relationship with her. She attended our 20th-anniversary event. We now have a great relationship with BizBash and that has been one of the online publications where as soon as we're featured or anything like in their newsletter on their website, published an article through them.
We see an immediate uptick in leads that are qualified leads because it's going directly to the types of people that we want to work with. So I would say okay, cool. I defined to see what the message was. I would say getting off, I'm just giving everyone your email address. I'm just jumping on real quick because I got a direct message to me.
Hey, I just want to remind people, if you send it to everybody, then Natasha and Madeline can read it themselves, but it popped up as soon as you said, there's no bad press. And they said what the cancel culture is that still true? And I was like, that is an excellent question. So I'm going to jump up here and ask and then remind everybody if you want to put something in chat and you want these lovely ladies to be able to read it and make sure you use everybody and then they can read it themselves.
I'm going to answer that, but. I want you to continue about how to do media pitches because I think it's really important. I do think that with the cancel culture, there is such thing as bad press. I think eventually you're going to get a lot of eyeballs on you for the wrong thing. And if you learn from what you did, that was negatively impacted full to other people or hurtful, and then you come out on the other side, it can be beneficial.
But to do that on purpose, I think is just horrific a strategy. Some people decide, there, some people say to be polarizing, take a stance on one side or the other don't ever be in the middle, really make you, but if you're on a controversial side or a hurtful side, it is my opinion and it is our brand.
Not to go there, right? We don't want to upset people. We don't want to, we're not in the business. We're in the business of making people happy. Thank you for that question. And Madeline I'd love for you to talk about researching the people you're pitching to and the idea that you are not going to get press.
If you're saying, Hey, look at me, will you cover me? You're looking for, what can I serve the audience of the publication? And that's where you're going to start to get traction and then how to do the pitch and our press releases meaningful. These. Take it away. Yes. I would also like my final point on that, which also brings me into the, how to pitch journalists is that you're coming to them, like Natasha said not, Hey, look at me, you're coming to them with valuable information.
So if you're staying on the side of the truth and the side of the facts, then why are you getting canceled? You shouldn't be, that's what I'm saying. As long as you have your guiding core principles and your core values to guide your way and the types of content that you want to put out there and the drive to educate people, you will get good press.
The first thing that you're going to want to do before you start pitching to the press and finding contacts is to figure out what your message is and what, something that you know a lot about that you think other people should know more about that you want to share with them.
So for us, that's events and specifically virtual events. And so you will have to start researching the different types of publications that you want to be included in. For us, of course, something like BizBash is a great publication to be featured in people who plan events, read it, we plan events.
So that's, I would go to a place like BizBash I would go on their website and I would start to read and I would start to just simply search, and if I, it was like, I want to share. Entrepreneurial tips with event planners, because Natasha is a great entrepreneur. She has a lot of great skills and tips.
I think that a lot of other event planners are in the same boat where they want entrepreneurial tips. So we're going to work together. I'm going to create three to three to seven tips with Natasha that we're going to go over. And I will say that the press and the media love their odd numbers. So if you're doing anything, having to do with like how to use this many tips, always do an odd number.
I don't know what it is. They don't know what it is either. Like we've had this conversation, it just works better. So odd numbers do well. And then you also have to be thinking about what do they want? They want views. So think about SEO, think about, what sort of things they want to be coming up for on the internet.
Think about the types of information that their readers are coming to them for. And. This is going to take time. It's going to take work. It's going to take research. They want numbers. They want stats. They want information. They want photos. They want, they want their lives to be easier. They want to be able to be publishing content 24 7.
And if you can help them do that and help provide value to their readers, then they will accept your pitch. And so why pitch these people. So first you find the publication you want to pitch to. Then you start researching different writers within that organization. And you start to look at their profiles.
A lot of the time they will have their email on their profile and they're open to pitch. Which is great. And that makes your job easy. If they don't, they'll likely have their Twitter linked and you can go to their Twitter. And sometimes they have their email on their bio. If they don't, then you go to LinkedIn or muck rack or any one of the other ones.
And if they're just really unlisted, then they probably aren't wanting to be pitched. So maybe you should focus your attention on somebody else for now, but now you are, you went to their page, their home page, their Twitter, and their LinkedIn, and likely you've followed them. You've looked through their posts, you've engaged with some of them.
And that's another great way you're going to have to be up on Twitter because writers are up on Twitter. So you're gonna have to get Twitter. You're going to have to get on there. You're going to have to follow these journalists and not just follow them, but engage with them. They want you to get on there and have conversations with them.
Eventually, if you hit their email inbox, you're not a stranger, they know you from Twitter because they're like, oh, that's not a cool person that is always engaging with my posts. Okay, let me take the time to read this. Yeah. Okay. Just looking at your notes. Once you have a message and you have the contact information of the person that you'd like to send it to the pitch itself should be very succinct.
I typically like to almost write the article for them in a way just very shortly, just a big overview of what the story is, but with the key data and statistics that make it important, the one that I've been using that stands out to journalists is that what's the pandemic.
80% of us saw almost all of our business gone completely 80% is a really big number and something that you can wrap your head around when instead of saying the pandemic was detrimental to the event industry. Okay. How and in numbers it will 80%. Okay. That's something that they can work with and you provide them the link to that specific piece of information so that they know that you're not just making it up.
And that's instant value in their inbox and they might not even respond the first time, which is okay, because sometimes they read it and they're like, oh, that's a really good idea. I just, don't have the bandwidth for that right now, but I'm going to think about that. And also if it's something that's like a story that you're like, I have some.
I have a really good insight into this particular story. I want to get my message out. They're not just going to write it about you. They're going to be presented with the idea of this story. They're going to hear your side of it. And then they're going to go off and do all of their research on that specific subject.
And then they'll come back to you and likely do a longer interview. And then they'll publish the piece. And you'll be one quote out of 10, that kind of happened recently where I was pitching to Inc magazine about vaccination cards in vaccination proof. And so I sent an email to one of the editors and I told her that I represent a prominent event planner.
And so when you pitch the, essentially the method is hello, thank you for the opportunity to contribute. I have an opportunity for you to interview a source to speak on. X Y and Z, and just put the most important, juicy details right there at the front. They want to know as soon as I opened that email, what this is about.
Okay. And so you're going to lead with the best stuff. And then you go in and you say, here are the different things that we can talk about here. So here's why it's important. Here are the different things that we can talk about. What time do you have to talk about these things? And then at the very end, you can put in more statistics, more bio, more information, pictures, whatever, and you put that at the very bottom.
You don't want to try to be putting in all this information about yourself in the pitch itself. The pitch should just be, what is the story? What are the facts? What is the information, all that other stuff about you? The icing on the cake. And I'd like you to talk about the relevance of full-throttle press releases, what they're good for, what they don't, what they don't work for.
Yeah, of course. I think press releases are something that you do only when you have a new product coming out an event coming out, something really big. So this isn't something that you're going to be doing very often unless you get, I don't know, constantly launching products and having big events, which congratulations.
That's cool. You do a press release, you should do a press release when it's something that you're excited to share with everyone. You're just like, I want everyone to know about this thing. And so a press release should be about a page long. There's a bunch of templates online. You can use any, honestly, it doesn't matter which one you use.
Just look up, press release distribution online. That's fine. The first one likely the first couple of ones will be free or something like that. Or you can get a discounted price. You typically do have to pay to publish a press release, which is something that, I guess I didn't think of before doing them.
But they'll likely have a template for you and it's really easy. And again, it's just the facts just put in the facts and the information at all the details. And don't go over. Who, what, where, when, why that's it just answer those questions. Yeah. And as simply as possible. Yes. And another thing that I just off the top of my head that you're gonna want.
Is Grammarly. That is a Google Chrome extension. They will I even have it. I'm in here right now. I can see in my chatbox that there's a little Grammarly button. And so even if I type in this chat right now, Grammarly will bring up and tell me like, oh, you said that wrong. And then I can fix it.
So nothing that I'm putting out there is grammatically incorrect. Not always completely a hundred percent, but it gets you there. I, to add on the press releases that if you're trying to get a media outlet to cover you as a feature, just sending them a press release is going to do nothing for you. And if your, if you're paying for these companies to push out the press release, what I think is good for.
Mostly is SEO because there are a lot of people that pick up a lot of outlets that pick up these press releases and just put them on their website. So it's good for SEO, but they're not featuring you. They're not going to write a story about even that's the biggest thing. I mentioned a quote a paragraph, a feature.
This is the pyramid of what you can get published with. So there's a question about are there certain types of publications that lean more to press releases? And I guess what I would say is create your, create a relationship, give incredible value that they just, they can't deny is good for their audience, make it easy for them.
You're going to pitch them in a very short, succinct way in the body of the email. You can follow up by attaching the press. But I would, you will just be shooting yourself in the foot. If you copy and paste a press release in the body of an email and send it to people and hope that there is a reaction, they will, there will be no reaction.
There might be removed me from your list reaction. Yeah. Yeah. Press releases. Aren't valuable for people, so let's talk about writing blog posts and contributing as a writer for articles and magazines and blog posts and the experience that we've had thus far. Yeah, of course. First of all, writing blog posts is something that you can do easily for your website.
You can just start doing it right away. You don't need to get press or anything for that. You can write blog posts about whatever interests you and whatever you know, a lot about. And again, press releases and blog posts are just great for SEO. And so when people are looking up, event planner, event, production, entertainment, production, if you have a blog post that's valuable and has a lot of good information and has all of those keywords distributed, widely distributed well throughout that blog post it'll likely come up in people's Google searches.
And so your blog posts can start coming up. No. And Google searches for leads, but for journalists trying to research different things. And so that's why it's really important to do your research and to learn things so that you can share your knowledge so that you can write a blog post that's titled like five of the best holiday event trends.
Okay. And so there's a writer for I don't even know USA today. They're working on a story for holiday party ideas. They Google. Holiday party trends. We have a great website with a ton of great blog posts that include those keywords and they can go to our site and they'll likely find our blog.
They'll start to read it. They'll go, wow. These people know what they're talking about. Oh, there's contact here. I can just reach out to them and ask them more about this. Being able to share really valuable content and education and being able to educate people online is the best thing that you can do.
And so there's that I wanted you to talk about is guest blogging and guest writing and contributing to other yeah, so that's tricky too because you that's a little bit more of finding the right person within that organization because just, a writer, if you send them something that you've written, they're going to be like, okay, No, thanks.
Cause they want it they're right there. The writers, so you have to find a contact within the organization that you can send written pieces. So I'm going to use BizBash as an example, if I wanted to just have a quote or a feature and an article about something about events, I would contact Claire, who is the, she's an editor now, but we've known her for a long time so she can help us with everything.
But then there's also God, I wish I had, yeah, Ashley had they have different titles and those people are in charge of the contributed content. So that's you would find someone that had something in their title about contributing content and you can just go to their publications.
It's a bit of digging, but likely you can find a page that has a lot of their employees and what their positions are. And if not, you can get sneaky and you can go onto LinkedIn and look at the company's page and you can look at people and then you can just search like contributed content or something or whatever, and look through the different people on LinkedIn and look at their job titles and just identify who would be the best contact.
And then you can go from there and don't feel shy, reaching out to people on LinkedIn. It's a professional networking website. That's what you're supposed to do on there. And so reach out to them and just say, Hey, I love, oops, I love your writing. And I want to talk, let's hop on the phone or something, or, and how many articles have we guest contributed to BizBash so far?
Is it to something like that? Yeah. Yeah. And so they have to be really, well-written well edited. My dad is a copywriter and a proofer. I'm sorry, he's not a copywriter. He's a proofreader. And he always finds mistakes that we have made, but that's what those people are for because a lot of writers make mistakes.
But you want a great article written tip or well-received. You can't write about yourself. It's not an article about, Hey, look at us, look at entire productions. We're so cool. It has to be almost more anonymous. This is what you can do, not, this is what we did do. We could do that recently.
I wrote an article for Inc magazine about singing the National Anthem at the Giants game. And I did that as a contributor. I wasn't paid so as a contributor, you're not paid by the magazine typically. But because I'm in a group called entrepreneurs organization, we have a special byline in Inc magazine.
But that doesn't mean that they're going to say yes, every time they can deny it. But I wrote the article, I think Madeline edited it and my dad edited it, that I sent it to the EO writer. They crunched down my, I think 1300 word article into 800 words, which is what I'm sorry, what entrepreneur. Inc wanted and then it was accepted for publication, which was amazing.
And the article was, I think it was entitled seven reasons to do what scares you. So yes, singing the National Anthem with no background music acapella with a delay of two seconds in front of 30,000 plus people. It was something that would be scary to most people, including me, even as a professional musician.
So I wrote this article telling the readers, what was, what were the scary elements, and what did I have to lose, but why I did it and what I gained after it. So right now I would love for people to raise their hand, to ask a question or make a comment, come up on stage. I want to see you on one of these windows.
I believe you have a raise your hand icon or something. You might win a prize. I don't know. We haven't gone there yet. Yeah. I will say though, that contributed articles are probably the best way to raise your authority status. So if you're looking to become an authority on a certain subject, write that article and figure out what their beat is, figure out how long the articles are, how they structure them.
Cause you're going to want to almost copy the style of everything that they're writing, because typically when you want to contribute something, they gave you a sheet with all of these stipulations. It must be this many words. It must be this many paragraphs, no more than the number of sentences in one paragraph.
Like there's a lot of rules, a lot of times for contributed content. So maybe that's the first thing that you do is ask them, what's your stipulations for contributed content. I like to get started on something and send it to you. But I want to make sure that it's as close to perfect as possible.
You are just thinking about making their lives easier when you're doing this. And so as Natasha said, you're not to. Woo-hoo bragging about myself. It's yeah. Going to be anonymous almost and it might have your name and they might not even link to your website when they post it. It's all about being able to raise your authority.
And when you do have something like that, just reuse the heck out of it. Post on social media, like just do one sentence of it a day who cares? You're be excited about the media that you get because simply it being published online is not enough. You need to do something with the media that you get.
And I assume you have a question and it's our next topic. Yeah. But before we answer Karen's question, which I can't wait to do I want to get somebody up on stage and if no, one's going to come up, I'm going to drag my friend and co-founder of all seated up here Sandy, can you come up?
Somebody has to show everyone what it's like, and it's not scary.
as Sandy's coming up. Oh, let's see. I'm getting Sabine, oh, Sabine okay come on up. I think you need to raise your hand or Jamie just pluck you out
and then we'll get back to Karen steel's question. Yes, that's a very good question.
Okay. I think it just takes a moment or two to get these people pulled up to the stage. Thanks for. Your patience in some of this technical stuff, I will say, after this session is done we'll be able to talk to each other one-on-one or in groups if we want. And then also at the end, you can take the teleporter down to the lobby and see various things that I'll see that have on display in addition to their NFTs.
Do we have Sabina up or can we get her up there, Sandy? Hey Sandy. Hi guys. Sorry. Jeremy's oh,
she bit the dust. Okay. When Sandy comes up, this is what I want to ask her where she comes from. Sandy, you guys were just featured in Forbes. Yes. Congratulations. Oh my God. How did you guys land that? So we work with influencers it's we decided to go a different route. We've, we've had press companies in the past and I don't like to say good or bad things.
It's, it's a lot of work getting press. I think what you guys have been talking about for the last half an hour for the last 40 minutes is there's a lot to be said about it. It's really hard work. It's not an easy thing to do. It's so much of what you're saying, really knowing the people for us, it was we felt that we wanted to get it a little bit faster because it is a bit of a long process.
So we knew a couple of people that influence in this area with these specific magazines. We were very targeted at where we wanted to go. I'm not going to tell you it was cheap. It wasn't cheap. You don't have to pay for it. By the way, there's also no guarantee. So even though we did get the article in Forbes it wasn't like a guarantee.
There was one price for the introduction, one price to get the press release together, and then which we had to pay, whether we were going to get it or not. And then if we got it, there was the big of price, that kind of price is, it is important for us.
So sometimes you have to pay for it. There is such a thing in Forbes, and I'm not sure if this is how you guys were published. I didn't read it the byline carefully, but you can pay. Yeah. Some publishers to be a so Forbes has the Forbes business council. You have to be admitted into it, so you have to be screened, but then you pay an annual fee, and then you can publish.
But it's not certain that your article will be right. No, we didn't. We heard about that, but it's a known process and we wanted something faster. So this is again, an influence of the new, the publisher. The publisher relies on him to bring him good articles with stories. Again, there's no guarantee, but because the influence has got a good reputation and is well known.
They don't, they don't, they bring them, but stuff, and we had to work very hard with the article you saw the title, it was an interesting title, we beat Facebook with our metaverse. So that was like if you've got to have the punch your title, you've got to push it.
You got to know what you say. And if you go,
you might have a chance, in the dark, but you guys nailed it. Congratulations. I, this Sabine above you. Is that correct?
Do you have a question or do you want to just join in the conversation? Oh yeah. I had a question. Thank you so much for presenting today. Natasha, definitely a huge fan, and I went to the anniversary party and it was a huge fan. I enjoyed it. My question is I don't foresee events and I maybe because I've done so many, I always wonder in the back of my head.
Kind of if I'm going to write a press release, how am I going to make this specific event so appealing to the press? And so I took notes and I think you guys have been so insightful in sharing certain things like even SEO. But when you mentioned a product launch or an event, I'm thinking I do lots of events, so is it maybe is it the speaker and like the topic that we're going to talk about, that's like an anchor or, is it the amazing food stations?
Like I'm curious. So if the event is public and anyone can go to it, you're going to have a bet, a better chance of getting. Put in like the calendar like in San Francisco we have the pink pages. So you can get featured there if you have an event. So do you have a specific event? Are you just talking hypothetically?
No, just mostly it was easier for when I was working with nonprofits, the press enjoyed working with the development team and nonprofits and galas. However, when you're doing more like a tech company or a tech focus and its private sector, its size as though that PR is harder to come by and competition.
Exactly. So it's about I'm curious about how to stand out a little bit more. I'm just curious to hear your thoughts, your speakers. If you have anyone that has a big authority or. Famous or they've done something amazing. Or if the launch, if you're wanting something just out of this world, you only need to send the press release to the kind of places that are going to cover it.
So Vogue isn't going to cover the launch of a robot that helps with SEO or whatever, but tech crunch would. So you just have to make sure that you have something useful. It's hard. It's even hard for, yeah. I was going to say I was going to jump in and just say even if, even with this press release, it's going to be about the other company that you're doing the event for like it's not going to be about you doing the event.
It's going to go, it's going to be about the actual event happening and why that event is important. Yeah, so it's if it's. Local, you write the press release and you send it to all the different local news organizations that put it in their events calendar. But then also, if it's, yeah, if it affects a community, hit up your local news stations, if community members can gain something from it, then they want to know about it and it's really up to you to let people know about it.
So yeah, if it's something that's a public event that, can impact the community, you've seen, like you said, how it works with nonprofits and galas, people like to cover that kind of stuff. And also a lot of magazines have a spot reserved for philanthropic endeavors, like San Francisco magazine and any of those big magazines they have.
Two to five. And the, I don't know if this is the reason. Of course, they want to help, but also there's a lot of influencers, socialites, famous people that come to these events and then they get their pictures taken and then they get to be in that magazine. So it's a win-win for everyone. So thank you for your question.
I wanted to answer Karen's. Karen steel's question. And before we go to that what her question has to do with his publishing books. So let me just do a quick, brief overview about writing a book. So the questions are, sorry, one second, Natasha, before you do that, there's one question about the time frame for releasing press releases based on the event date.
So I would say, I don't know. I don't have the answer, but what I would do is two months in advance because you don't want it to be so far out that they can't even wrap their heads around it. And then you don't want it to be so close to the date that nobody, that they don't have time to get their ducks in an order to push it out.
But also think about, you have to think hard about all this stuff. You have to think about the publications that you're sending it to. And typically they have a set timeframe for when they're posting the event calendar. So do your research on each place that you're sending it to because they could be like, okay, we just posted our event calendar.
This we're not going to post another one until next month when your event has already happened. So that's my answer to that question. So let's talk about, I got that magazines print magazines have about three to four months in advance. So if I want my book to be. In a magazine in March, we have to start pitching them in December and January.
So I hope that answers your question. Okay. So publishing a book, you can publish, you can write a book. It can be non-fiction, it can be fiction, but let's talk nonfiction. So nonfiction would be like a business book or an inspiration like a coffee table, book of glorious photos or a how-to, or a memoir anything that isn't fiction or Saifai or romance.
That's what I can speak to. So the reason why I wrote my book is there are so many reasons. One just, let's be honest has to do with ego, but I know that this book will elevate my authority. It will get my story and my message out to past clients, current clients, prospective clients. I'm not writing the book to get more clients, but I know that it will do that.
I have another endeavor that I'm working on too, and I know that it will gain some authority in that space. It is not an inexpensive situation and there are four main ways to get published. And this is going to lead to what Karen has asked. So there's self-publishing so just straight up self-publishing on let's say, you can go the most basic is run off copies at Kinko's right.
That is self-publishing. Actually. Here is here's my version of that. This is my book. It's just one for me to mark up, but yeah, I could put a cover on this, and then I could self-publish. That is not happening, but there's another step and that's on Amazon through their KDP program and they have set sizes and, there are certain things that are set within Amazon that you can do, but you could just basically load your book up and then anyone who wants to buy it, you buy it on Amazon.
They're going to print on demand and ship it for you. So a lot of authors use that. There are other ways to do it. I think BookBaby there's a couple of different things, but Amazon is the biggest one. The next step is professional publishing. And so that would be with an independent person and it is a commodity.
So the providing you with someone to lay out the book cover design, The ISBM number or numbers, you buy them in bulks of batches of 10 issuing the copyright, creating your landing page on Barnes and noble and Amazon. And they're going to charge you a cost anywhere from six to $15,000 is what I've seen the third way to do it is hybrid publishing.
And that is the inverse of traditional. So I'm going to skip over hybrid to traditional so that you'll understand hybrid better. So a traditional publisher, you typically have to get an agent, and getting an agent is hard to do because what they're looking for is how many books can you sell?
So the agent makes a commission. Off whatever they can sell to the publisher. If you have no platform, if you have no way to reach people that would potentially buy your book, then there's no money. And so they aren’t going to take you. And certainly a publisher. Isn't going to take you there in it for, the money the books sold.
They do give you once you get an agent if you do, and you do get pushed to traditional publishers, and I'm not talking about the big four, if you are going to get published in the big four, you got to have a personal connection there, or you have to have a lot of followers think Brene brown or Glennon Doyle, or a president.
So traditional publishers will give you an advance of anywhere from a dollar to a million dollars. And it's based on what they think that you can sell for them. In return, you're giving up, for the most part, your intellectual property. So the book I just wrote, if I wanted to spin it off into a television show or a movie, actually the publisher would have owned the rights to that.
Now I could have negotiated that out of the transaction, but they probably wouldn't be interested in that. And then once you've sold enough books, let's say I got a $30,000 advance. Once I sold $30,000 worth of books, then I would get a royalty of anywhere from three to 12%. So the question about making money from book sales, You have the answer.
You're not going to make any money on book sales unless you're very popular now hybrid does it differently. And that is they don't give you an advance. You pay for their services. They own you own your intellectual property. So you own the rights to your material and they give you about negotiable 65 to 85% of the royalties.
After you've sold a certain amount of books, I don't want to get into the weeds too much, but those are the four main ways that you can publish a book. And Karen's question is she started writing lake Tahoe, weddings. Her challenge was the expense of having the book printed in color. And she's asking for recommendations for printing publishing.
She signed up on Amazon, but she needed an affordable printer.
Can expensive. If you're going to do color, it's going to be expensive. It's an investment in your brand and your business and your messaging. So I think to give you that number. And there's another, there's this independent publisher that does beautiful books. She used to work at Chronicle books for 20 years.
Her specialty is gorgeous, illustrated photo, rich color publications. So I can make that introduction for you. And then Sabine had a, oh no, we already answered that. Okay. So let me see. Oh my gosh. We're running out of time. Oh, let's talk about ghostwriters. What the difference between a ghostwriter and an editor is?
So I wrote about 50, 60, 70,000 words of my book. It was arranged loosely. If my closest friends and family were to read it, they would appreciate it. They'd get the gist of it. But I think it wasn't any shape for the general public to latch onto. I then said I think I need a ghostwriter. What I didn't know is I wasn't using the right terminology, a ghostwriter.
Would have been someone that I would hire if I hadn't written anything, didn't want to write anything. Wasn't a good writer. Didn't have time, et cetera, et cetera. You would find a ghostwriter and there are so many of them, but you have to find the right ones for you and your brand and your message.
They have to understand what you're writing about. And they interview you over many weeks, many months. It just depends on what you're writing about. And then they write the book for you. And their name is not on the cover. It’s worked for hire. That is something that I didn't have to do what I needed.
And I didn't have the words for at the time wasn't an editor and the editor that helps me with my book just happens to be from Harper Collins, one of the big four, and he's a brilliant writer. He made my book come to life. So it's my writing. It's my story. But what he did. Was made it riveting.
He filled in with the colors and the smells and the tastes and he would ask me all these questions, but also as he got to know me, he filled in the blanks for me. And if you see our discourse, it's oh man, right on, how did you know that? So he became me and became my surroundings of the scenes and the book.
And he created some suspense in the book as well. And when we write like human beings about our lives, we typically write an essay form, which is fine, but it's not going to be riveting for someone to read the whole book for in my opinion. So those are the things that we wanted to share with you. I would love to take questions if you guys want to ask in the chat, but more than that, I'd love to have someone pop back up on the stage.
Is there anyone who wants to ask a question? I'll give you a couple of seconds. Jamie, do we have any takers?
No takers quite yet. Daniel is backstage. I'll just hang out here for a second. Daniel is still backstage so he can bring people up if anybody would like to come up. It's a little scary to be here on the big screen. So I understand have you up though, even if you just would like to say hi, I think you should bring my data, but this point, Natasha Miller.
Oh, he's coming up. Get ready, Martin Miller.
If my dad can do it, you guys can oh, and happy birthday did Jamie? Her birthday was yesterday. Oh yeah. Happy birthday, Jamie. Thank you so much. It was lovely. And I felt so good. All right. So is my dad coming up? And one second, I can see him trying to connect backstage. So as soon as he connected, but keep talking.
And we're going to say our thank yous and almost goodbyes. I would love to talk to you guys, robot to robot screen, to screen, video, to video, and then we can all go down into the lobby. Everybody drum roll, please. My dad, Marty Miller is on the big screen. Hey dad,
I don't know. I don't. You might be on mute dad. Bottom left. Before my dad finds his mute button, I'm going to tell you, he is an author of over 33 books that you would have found at home Depot or things like that. How to book. Better homes and gardens. He also wrote this book, which is a cool guide for ghost ranch and for its a book called coming to terms with archeology and paleontology.
So hi dad, can you say something? Okay. So he's on mute. If you go to settings Martin, if you go on the left, just, yeah, this might take a little too long, so it's one 30 you're on screens. So just say hi, and the next time we'll get your microphone all configured. So let's end this session.
Thank you so much to Madeline for everything that you do for me and the entire productions. I appreciate you. I know you know that, but just saying that, and please everyone give a round of applause to Madeline and her pink couch.
And I will wrap things up just by saying thank you. Thank you. Thank you. You, it just, so you guys know when Sandy and I floated this idea, Natasha was I think maybe the first or definitely in the first handful of people that we called and she was immediately on board. And I just appreciate how much that you not only give to this industry, as far as inspiration and creativity, you constantly raise the bar, but you are passionate about giving back to people and that is evident and the way that people in this industry talk about you and attend your classes and fan-girl over you as I have done for so long.
So thank you so much. And Madeline, you were amazing as always with your pink couch and your cute pixie haircut.
We do have another session tomorrow. if you guys know Stavros, he is talking about employee retention and recruitment, which is not quite as sexy as the topic, but when that is needed. So feel free to come back tomorrow, but again, thank you all. I'm going to turn off the main stage. This will allow you to talk and mix and mingle amongst your robot self some more.
And then we're also going to open the portal. So you can take a little trip into our main lobby if you would thank you so much. Thank you, guys. It was great being here. Thanks so much for having us.
END OF WEBINAR.