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This session is really powerful, because it deals DIRECTLY with publicity strategies, and used recent examples (only days old) to illustrate how to position yourself as an expert in your market.   Here I am with the FAMB leadership “gang”:   

One of the first things you need to do to get ready to build a strong business foundation for 2008 - is to build a solid marketing foundation.  That starts with YOU!

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As the hectic pace of our everyday lives slows down this week, I ask you to take a few minutes to think about the real joys and blessings you have in your lives.

I am healthy, my family is healthy and happy, and I have been majorly blessed with friends, associates and clients such as you from all over the world.  I have traveled the world, speaking in many countries for the first time (including Kenya!), and had the opportunity to touch the lives of more than 87,000 people in live settings, and untold thousands more through Internet radio, television, conference calls and webinars.

I receive emails from people every day telling me how I have touched their lives in some small way.  You will never know how much that means to me - far more than what money can buy!

Now I want you to think about all the people who have touched you, and the people you have touched throughout the last year.  That is why you do what you do.  If you aren’t content with the number or manner in which you touched the lives of others in 2007, then now is the time to reflect on how you can make 2008 a better year.

I will be rolling out a new personal and professional marketing plan for 2008 - and hopefully you’ll be able to join me and take your success to the next level.  In the menatime, I wish to express my sincere thanks and heartfelt gratitude to all of you, and wish nothing less than a safe/happy holiday season - and all your dreams to come true in 2008!

As some of you know, I am getting ready to go on a major media blitz to support the release of my new book - coming out on Dec 28th - “Mortgage Myths - 77 Insider Secrets to Saving Thousands on Home Financing”.  As part of my media plan, I am shooting for 400 interviews in 2008.  The fireworks has started early, as I was called last Tuesday for a Wednesday interview - LIVE on Fox for a nationwide broadcast.  The clip is below:

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Now, as I get into the media push over the next several weeks, I’ll be sharing the strategies and results with you here on this site - and you can see exactly how it’s done.

WHY?  Simple - if you want to beat your competition, you HAVE TO BE AN EXPERT IN YOUR MARKET.  Notice I didn’t say the best - just a recognized expert.  Dealing with the media is simple - if you know what they are looking for.  Publicity is something that can be extremely valuable, IF you know how to manage it.

Now, on this video, which is my first national news broadcast experience, there are a few things I did wrong.  First, my “Chyron” did not get placed on the screen.  That is the line below your name which lists credentials, company, etc.  It is NOT because I did not provide it - I did, but I didn’t follow up just before the broadcast to be sure that it was in place.  By the way, I do NOT use my company name on the chyron, I use a website address.  Why?  Simple - THAT is where I want to direct people who are viewing the interview!

I also did not check timing.  You will notice that there are several “bullet points” that FOX puts on the screen. Those were supplied by ME!  I thought the host was going to come back to me to go over the bullet points, but he never jumped into them.  I should have!  Going back, I should have continued during the second segment into each of those bullets.  Oh, well, there’s always next time…

Here’s your tip for today… Media is valuable, and you can get it, and you can control it (to a certain extent).  I look forward to the next year - it’s going to be a humdinger!

Let me know what you think about the video…..

-Chip

Marketing isn’t only about generating traffic online.  There is a whole world out there that is driving a lot of trasnactions - offline!

In this issue, we’ll look at how to make Classified Ads - yes, the ones in your local newspaper - really pay off.

I’ve never really shopped using the classified ads in my local newspaper, but I am a firm believer in running them - because they work.  Short, direct and straight to the point, it’s easy for a reader or viewer to find what they are looking for.  But what about longer ads when you have a lot to say?

Here’s a trick that I and several of my clients use - use a small cleverly-worded 3-line classified to drive people to a 1-page website!  That’s right, do exactly what Google, MSN and the others are doing right now.  Select a good headline with a benefit statement right up front, and include a website address (simple with a keyword) to give them the bigger picture!

 I was recently in New York City for a publicity event, and had the opportunity to spend time with actor Richard Keil.  You may remember Richard from his appearances as “Jaws” in the James Bond movies, or in “Happy Gilmore”.  You certainly can’t miss him at 7′ 2″ tall!  Although Richard is confined to a wheel chair now due to a car accident, he is an amazing individual.  He recently shared with me how he used the above strategy:

His daughter was having a hard time selling her home in Hawaii, and large ads and banners were not working well.  A couple of small strategically placed classified ads in some California newspapers yielded the results they needed!  A 3-line ad drove people to a full interavtive website that could “sell” them on the quality of the home.  What was an unsold $800,000 burden became a sale within 3 weeks…..  now that’s marketing!

So figure out ways you can take a clever hook, insert it into a small classified ad, and drive traffic to where the full story is told - and where you’ll get a bigger bang for your buck!

Till next time!

-Chip