Note 1: steal my ARM method. EVERYONE should. It’s below
Note 2: This is a bit of a “dissertation” so share it with yourself, send yourself the link or just settle in with some coffee and a place to take notes.
This is our 9th year of hosting The Media Event in NYC. For two amazing days, 25 thought leaders meet 1:1 with top decision makers from top media outlets. (Entrepreneur magazine, which has done FIVE feature stores on our attendees– in the print magazine, The Tamron Hall Show, GMA, The Drew Barrymore Show, Business Insider, etc. etc.)
I am bold AND HONEST when i say that no one
(no event, no PR person, no ANYTHING)
gets bigger media than The Media Event.
I am ALWAYS shocked at those who are INVITED to attend and turn it down. There are literally VERY SIMPLE ways to actually BE PAID to attend, which I covered IN DETAIL in a 2021 article. (comment below if you want it. Please tag me.) No means no, so I let it go. lol… but I HATE it for them.
I also hate turning people AWAY from attending. Those who are ready to pay but not ready to profit by attending.
But there’s a REASON that I have to turn down a lot of people who WANT to attend and are able to pay to attend. They simply don’t have the rest of their business ready for this level of media attention, and are not able to get the ROI they should. Their media ARM…. is lacking. 😊
Ready to make media work FOR YOU???? Good. We’re goin’ in deep y’all.
First things first, the media we TYPICALLY think of when we think of media ARE the big names. The daytime talk shows. Print magazines. Celebrity stuff. But if you ONLY think in these terms, even if you come to this event, get ALLLLLL the media, your business PROFIT could still be lacking. SO I think in these terms:
🗣️ Media #1: Media you create and own. So this can be your own newsletter, your own blog, your own CONTENT that can be delivered however you’d like. This can also be commercials or infomercials if you do this sort of thing. This can include your own events, books, etc.
🗣️ Media #2: Other people’s stages and pages. Think in terms of niched journals, association newsletters, podcasts, digital publications. These can be delivered via audio, video, the written word or in person. it’s YOUR MESSAGE being shown to your market via a stage or page someone else built.
🗣️Media X: THIS is the big name media, legacy media…. like Fox News Good Morning America The Drew Barrymore Show Bizwomen Entrepreneur Magazine and the like. This media is a massive (unmatched) multiplier and while it’s possible that even ONE appearance can be a game changer for your business, to fully monetize the media, and have it work for you over the long haul, you HAVE to utilize all three.
So, what is my MEDIA ARM method?
It’s simple:
A = Authority.
First you look to MEDIA #1 to create AUTHORITY in your world. This is essentially creating a body of work that can speak for you, demonstrate your expertise, cause pause in the market, and garner attention from the right people. I consider EACH of my articles to be like a little content sales person. They each go out into the world to “share the message” and they rarely come back without a lead or two.
Media #1 is something you’re in full control over and it is something that you can LEVERAGE to outrageous degrees using Media #2 and Media X. Media #1 comes down to HABIT and STRATEGY.
The strategy is simpler than you’d imagine, but you do NOT have to hope to get the platform right or catch some social media trend at the right time. I am often inwardly mortified when I see grown ups shimmy and shake to some trending audio hoping for a “viral win.” You don’t have to “strike it hot” on social media in order to make your content work for you.
The (old school) strategy is this: ALWAYS ASSUME NO ONE — INCLUDING YOUR MOMMA — IS GOING TO SEE THIS ARTICLE OR VIDEO.
NOTE: if you want the full — JUST UPDATED — Old school playbook, comment below or message and I’ll shoot over the google doc link.
So, if you assume NO ONE will see this little content gem that you just created, the ONLY LOGICAL thing to do is BE SURE you ORCHESTRATE ATTENTION.
I know it seems like I badmouth social media all the time, but honestly if I had to RELY on this… for MONEY??? I don’t know. I wouldn’t. I prefer not to wait on an algorithm. And some of you don’t have time to wait. I know I didn’t. So early in my business, I learned to ORCHESTRATE ATTENTION.
If I wanted someone to SEE my content, I quoted them in it.
If I wanted my content to be shared by other people, I made it industry specific and offered it to that industry journals and coaches, etc. (More on that in R = REACH.) I may also use examples of specific industries.
If I wanted someone to READ it, I simply emailed it to them and said, “I thought you’d enjoy this.”
There are 101 ways to ORCHESTRATE attention… but my point is that the STRATEGY of Media #1 FOR AUTHORITY building… is to
1) Make it (content / media creation) a habit
2) Assume no one will see it unless you DELIBERATELY orchestrate such attention. Don’t wait on an algorithm. Don’t tag a bunch of random people. (#tacky) YOU get it seen and heard and viewed. It’s literally a 10 minute commitment.
R = REACH
Many people complain in business (especially online business) that they feel like they’re always talking to the same people. And my answers is always the same…
Well, are you always talking to the same people?
😊
If you are only creating for Media #1…
you are literally creating content for people already on your list, already following you on social media, already your connections.
(And depending on the algorithm even THEY may not see it.)
So, yeah… you’re talking to the same people. Media #2 DRAMATICALLY and PREDICTABLY grows your REACH… it gets your media (your content) in front of NEW people who will be THRILLED to hear from you. With Media #2 (what I always refer to as “other people’s stages and pages” ) your content, your message, your voice, your expertise is shared with markets who have NO IDEA who you are yet.
WIN!!!
The “strategy” I’ve depended on since day one in my business 26 years ago is Media #2. Who can I write for? Where can I show up? Who is speaking to my target market? How can I be valuable to them? What SHOULD they be interviewing me about?
STRATEGY: Pick 10 stages or pages that you would LOVE to show up on. Don’t focus on their size. If they have TEN listeners that are IDEAL for you, it will be a win. Who is speaking to your market but not competing with you?
NOTE: This is not about affiliates or JVs. That is tired I think. And the REASON my ARM method begins with AUTHORITY is because when you BUILD authority, you do not have to bribe your way in. (“Excuse me sir, but I’ll give you 40% of my profit if you’ll tell your tribe how amazing my product is.”)
Media #2 is a PRACTICAL and FAST way to increase your reach, which EVERY entrepreneur should be interested in doing. (Do you want to be featured in my Articles for BIG, nationally syndicated articles? If so, comment below. In the past 5 months I have amassed a media “empire” of sorts and I LOVE featuring you!)
M = MULTIPLICATION
This is the legacy media. Media X. The shows and outlets that come to my media event each year in NYC. The media that makes your heart pound in excitement to even IMAGINE being in that space. The multi page spreads in the print magazine. (FIVE of our attendees have been featured in the print Entrepreneur magazine. ) The feature interview on Dr. Oz (before it was cancelled.)
There is NO replacing this level of media appearance. There is no equivalent for it. The ROI is incomparable to anything else you could think up. And listen… it’s not about how many people see the show or read the article. It’s about what YOU do with it.
For instance the Media Event is for EARNED media. No one is guaranteed media placement. But for the 25 people attending, they should ABsOLUTELY be sharing with their market RIGHT NOW, “I am preparing to meet with the top producers from shows like _________________. this is an invite only opportunity and while I’m one of 25 experts in the nation invited to attend, I’ll get 1:1 time with each outlet. What stories do you think I should pitch?”
IMMEDIATE borrowed celebrity and authority.
Makes getting ON the shows nearly a by product. lol…
Media X is something you do to MULTIPLY your other media efforts. Get big media features and your emails are paid more attention to. (this shouldn’t be the case, but it is. this is just human psychology.) Get a feature in Entrepreneur Magazine or quoted in Biz Journals, you’re no longer “like every other coach / chiro / ______”. You’re AHEAD of that.
It multiplies your own media.
It multiplies your reputation.
It multiplies your opportunities.
It multiplies your reach.
It multiplies your gravitas.
There’s nothing like it.
A first. Media #1
R next. Media #2
M for the final fuel: Media X
if you have made it this far,
and yes this is a test
woman…
you have to reach out to me about something TOTALLY under the radar. UBER affordable. Undeniably affective.
