Never before in the history of the world has it been so easy to stand up. The trick is how are you going to stand out?
I mean really. Think about it.
Anyone can build a platform, write a book, and create a business these days, providing he or she has a good idea and a market to tap into. And because of this, there are plenty of competitors out there (or niche mates, as I like to call them), so the critical, question becomes, “How are you different? What is unique about you? What is unique about your book? How do you stand out?” Knowing the answer to these questions is key.
But it doesn’t stop there. Once you are clear on who you are, what your book is about and who it’s here to help, then you can begin to successfully publicize, market and bring your message to the world by generating visibility. However, it is essential that you understand media and how to tap into its massive power.
There are two primary “meta” channels of media, if you will. They are “Other Media” and “You Media”.
“Other Media” is anytime someone else interviews you for a story or segment. It could be a journalist, writer, blogger, television producer, radio host, or podcaster.
“You Media” is all the media content generation that you do. It’s your video, audio podcasts, webinars, teleseminars, articles you write, blog posts you do.
And here is the key: Before you even think of going after “Other Media” you need to have your “You Media” or platform in place. Once you pitch other media, they are going to come looking for you, and if they have trouble finding you, they will think you are dead (Just kidding. But they will think you’re small potatoes if you have little or nothing in place). They will simply move onto someone else, so here are items for your platform:
- Website or blog (Non-negotiable. You must have at least this.)
- A page specifically for media. You can call it the Newsroom, Media, Media Room, Press, Press Room, etc.
- Active social media accounts where you market is found (There are many you can ignore.)
- Video. Many people are overwhelmed with all there is to read, but many, particularly visual types, will click on a video to watch and listen (This is a “nice to have”. It isn’t essential…yet.)
- Audio podcasts which talk about your business and the problems you solve. Auditory people love this option.
- Email lists so that you can continue to market to your audience.
- Opt-in page to capture visitors on your website or blog so that you can continue to market to them.
Beyond your platform, invest in yourself and get some media training. You don’t want to be the person who blows his or her brand in six seconds by posting a bad video on Facebook. If you’re going to use the multiple media platforms that are now conveniently at our fingertips, use them well.
The best thing you can do for yourself is have a plan, stick to it, and beware of “shiny new objects.” More on that on our next Savvy Sunday.
Have a wonderful 4th of July and an outstanding week. Oh, and if we haven’t connected on social media yet, let’s do so.
To your success!