“how to get hundreds of thousands of dollars of free publicity for your business”

“How to Get Hundreds of Thousands of Dollars of Free Publicity for Your Business”

I Want To Ask You A Question

How would it be if you could predictably get hundreds of thousands of dollars worth of free publicity?

UNBELIEVABLE

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At the end of the next 90 minutes you are going to be really excited about using

FREE PUBLICITY to skyrocket your sales

and profits

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1. I’m going to prove to you that getting free publicity isn’t rocket science and there’s no reason why you shouldn’t be using it to catapult your fame and fortune.

2. I’m going to show you how myself and other Rebellious Entrepreneurs use the power of FREE publicity to boost sales and recognition.

3. I’m going to show you, step by step, in the clearest possible way I know, how to do it in your business so you can uncover hidden profits fast, that you never knew existed.

Today I’m Going to do 3 Things With You

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“Rarely Revealed By Me, The Most

Powerful Advertising Format That Exists. “

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“If I could teach my children only one skill in this world. It would be the art of

marketing and promotion. Because with this skill, they could be successful in any

business they tackle.”

Publisher of the Ruff Report – A financial newsletter with over 600,000Subscribers that pay him $33 per year each. That’s over $20 Million.

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What Howard Ruff Said

• Who thinks they have a great product or service?

• Who realises that if nobody knows about it, it’s not going to help much, and it ain’t gonna help them much either?

Exposure is the critical difference.The RIGHT exposure even more critical.

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The Big Myth

• Ask them if they’d like to do a story on you, mostly you’ll be disappointed. The problem is, it might happen once or twice by accident, but that’s about all.

• Use it in every form of media! • How do I know this format works best? I spent more

than $1 Million of my own money testing it personally.• What you need is a consistent formula that you’re in

control of.

A reporter journalist arrives, interviews you and writes an article that’s self serving to your business and publishes it.

Because articles and information in all forms of media are viewed22 times more than advertising 9 of 65

What’s the best thing advertising wise that can happen to a business person?

1. You think you have to be a great writer when in fact it’s about having a great formula

2. You think you need special contacts to get an interview – TOTAL NONSENSE…I’ll show you how

3. You’re led to believe it’s some kind of difficult, advanced process

The truth is it’s simple to do once you know how, and publicity has helped make me and

my clients wealthy and well known

Why Most People Don’t Use FREE Publicity

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1. They spend their time and money on PAID advertising and ignore FREE publicity (balance)

2. They don’t realise that FREE publicity is not only FREE, but is also more powerful than paid advertising

This editorial format has 22 times higher readership than standard advertising

The Biggest Mistake Most Business Owners Make

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REASON # 1 - Because it’s cheaper

REASON # 2 - Because it’s more powerful than

any other advertising you can buy

REASON # 3 - Because it is more believable and

creates credibility (radio)

REASON # 4 - It can make you a celebrity and lead

to fame and fortune

REASON # 5 - It really is tons of fun to do!

Books on publicity DON’T WORK because they’re

MISSING PART of the FORMULA

Why Publicity is More Powerful Than the Other Advertising You Can Buy

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Be controversial and get the ATTENTION of the media and the public (terror, abortion, health system, housing affordability)

Be on the lookout for OPPORTUNITY with current news and events (football final)

SOLVE a problem or peoples problems and tell the media how you do it (cellulite, wrinkles, make money, fuel price)

Ask yourself what problem you can solve

List the problems you or your business solve

Key Ways to Get FREE Publicity

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Identify the next ‘PET ROCK’ ‘MCG Sold by Sydney Man for $19.95’ Be Crazy! I mean in a negative sense

(David Hicks, Jack Van Tongan, Ben Cousins, Assassin)

GIVE the journalist what they want

Key Ways to Get FREE Publicity

The AMAZING 3 Step Press Release Formula

1. The PRESS RELEASE (media release) opens the door

2. The BIOGRAPHY and FACT SHEET tells who you are and qualifies you

3. The QUESTION and ANSWER SHEET is the missing piece of the formula

All on plain old A4 white paper

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Step 1Press Release

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Rules for Writing a PRESS RELEASE

Upper Left Hand Corner Put The Release Date

- This is journalistic code to a journalist

- Shows you know how to play the game

- Tells the journalist exactly what to do i.e. Fathers Day, After the Election…

The journalist will immediately pay attention to your press release as

opposed to all the others 16 of 65


Upper Right Hand Corner Put Your Contact

Details - First line should say For Further Information Contact - Second line should say Name and Contact Details

The press release should be one page only, black and white no

exceptions 17 of 65


HEADLINE – 100% Most Important Part of Your

Press Release

- It must force the reporter to keep reading. “A Little Known Work Boot Manufacturer Has Beaten the Odds…” - Use headline formulas

“12 Ways to end Migraine Pain Almost Immediately”

“6 Ways Insomnia Sufferers can get to Sleep Almost Immediately”

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- Your headline must tell the whole story in 2 or 3 sentences - Quote yourself and put your credentials in

- Always write in the ‘who cares’ style of writing

“Samantha Brown Takes Speed Reading Lessons” Who Cares?

“Melbourne Cricket Ground Sold

by Sydney Man For $19.95”19 of 65


The Role of The First Paragraph

- Should Capture the reporters attention and force them to read further

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The Role of The Bullet Points

- Give short, sharp attention grabbing features without revealing the full story

- Easy to read and should be double spaced

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The Role of The Final 2 Paragraphs

- Is to give the reporter a great reason to interview you or write about you

- To inform them that you’re ready

- To tell them how to schedule an interview and get more information from you including a biography and fact sheet 22 of 65


The Sign Off – 3 Hash Symbols

###

- Tells the reporter that’s the end of your press release and that you really know how to play the game

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Step 2Biography

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Rules for Writing a BIOGRAPHY and a FACT SHEET

Top Left Hand Corner Should Reveal Your Complete

Contact Details

Centered on the page should say BIOGRAPHY and FACT

SHEET on the first line followed by your name

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Rules for Writing a BIOGRAPHY and a FACT SHEET

The body copy of the Biography and Fact Sheet should

contain as much credibility as you can muster

Finally your call to action and how to book an interview

with you

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Step 3Q & A’s

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Rules for Writing Your Q & A’s

Your contact details at the top right hand corner

You must make the reporters job EASY so they don’t have to do

any work or think

Headline explains that you have a list of questions for the reporter

Write a list of questions you’d like the reporter to ask that you have PRE-PREPARED answers to and a suggested introduction

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Right Exposure/Media+

Right Message+

Right Market Match =

Competitive Advantage

How Do You Get Your MESSAGE OUT?

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The shocking truth reluctantly revealed is the world’s best message is useless if it doesn’t get seen and it falls on deaf ears

– 40% of your success is media– 40% of your success is market– 10% of your success is the offer– 10% of your success is the copy

Media/Exposure + Message + Market Match

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SALES - $10,272.24SALES - $10,272.24 31 of 65

SALES - $10,846.99SALES - $10,846.99 32 of 65

SALES - $2,908.31SALES - $2,908.31 33 of 65

SALES - $10,272.24SALES - $10,272.24 34 of 65

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SALES - $11,000.00SALES - $11,000.00 3 of 65

SALES - $11,228.00SALES - $11,228.00 37 of 65

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SALES - $3,255.00SALES - $3,255.0039 of 65

SALES - $6,600.00SALES - $6,600.00 40 of 65

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The big bonus here is that both Ric and Dana not only got print media

exposure, BUT ALSO got prime time TV and Radio exposure for FREE worth

$100,000’s of dollars

$100,000’s of FREE Publicity

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I want to leave you with information that’ll help you get 10’s of thousands if not 100’s of thousands of dollars worth of FREE PUBLICITY, enhance

your fame and fortune and slash your advertising budget.

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MAL EMERY’S SECRETS TO GETTING $$$ MILLIONS OF DOLLARS WORTH OF

FREE PUBLICTY“Publicity Power – The Inside Secrets to Getting Thousands of Dollars worth of FREE Publicity For Your Business” covers absolutely everything you could possibly ever need to know. Once you’ve managed to catch the media’s attention, you need to know exactly what to do. And you’ll discover….

The Six Golden Rules of Publicity

Why publicity should always be an ongoing part of your business and how to make sure it is – P10How to link your story to a “timely” event and get publicity all year round – P13How to link or “tie in” your publicity efforts with stories or topics that are already in the news – get this one right and you’ll have the media constantly beating a path to your door – P10 – 13Why publicity opportunities are literally endless and how to make sure you “cash in” – P10How and why to hit the “easy” targets first and the benefits of doing so – P11Why getting publicity is a lot easier than you might think – P10Why you should know your goal before you ever start a media campaign – P11 – 12)

Much, much more…….

Six Angles For Attracting Publicity

Discover six easy to use “universal” angles or approaches you can use over and over again in your publicity efforts – P14How and why to coincide your publicity efforts with “timely” events – P16How to use controversy wisely and attract sure fire media attention – P15How to use the six angles or approaches to tailor your publicity efforts for particular media outlets – P14Why some media outlets will be interested in one angle or approach and not another – and how to make sure you are using the correct approach – P14The ever popular power of a “human interest” story – P15

Much, much more……

How The Media Works

What a producer does and how to approach a producer with your story – P21A little known media “secret” and how to use this knowledge to your advantage - P18 – 19What a PR firm does and why you’re so much better off to do it yourself – P22 – 23Why no money changes hands and what this means for your story – P17How to be the expert in your field, turn the tables and have the media chasing you – P24Where the media find their stories and how to put your story into the picture – this one is sure to surprise you – P19How to send in your media release and target specific sections of the media – P19 - 20What an editor does and how to approach an editor with your story – P20-21Why your story has as good a chance as anyone else’s – P18-19What happens once you get to know people working in the media? – P23-24

Much, much more besides……..

What Is A Media Release?

What does a media release look like? – learn the basic layout of media releases the world over – P26-27Why media releases are the “fuel” that drives the media engine – P25Why your media release only requires basic, everyday, down to earth English – no Pulitzer Prize winning writing required – P31 – 32The two goals of your media release and how to achieve them – P26Why publicity is not an exact science and how even the best laid plans can go astray – P40What you should do before you send out your media release – and why this can be even more important than your media release itself – P36 – 37Getting the media to call you – and why it’s easier than you think – P26How to “cash in” on stories already in the news – get this skill down and watch your publicity efforts go “supernova” - P40A real life media release from my vaults with illustrative comments and a step by step breakdown of the release in question – P30 – 32An easy to follow media release template with step by step details on each separate part of your media release – P27 - 29The one thing your media release should do to make sure the media calls you – P26A perfect example of a timely media release – learn this skill and you’ll multiply your chances of getting publicity by 1,000% or more – P39What will and what won’t attract the media’s attention – P26The importance of “background” pages and what to include in your background page – P32 – 34Another real life example of a media release - P35A new media release template – P37 – 38

Much, much more besides…….

Essential Media Resources

Why there has never, ever been an easier time to get publicity – P42A list of amazing, low cost media resources that just about do all the work for you – if you can’t see how these incredible tools will make your publicity campaigns as easy as “falling off a log” than you’re just not trying – P43 – 47Where to find up to date names and contact details of every single person working in the media, for every single newspaper, magazine, TV or radio show here in Australia and even the rest of the world – P43 – 47How to target your media releases with pinpoint accuracy – send your release directly to those journalists, publications or sections of the media that will be interested in your story, and no one else – P47 – 48Want to target food writers in Darwin? These amazing tools give you all the details you need. Want to target farmers in outback Queensland? Target the very talkback radio shows they listen to. Find out how - P43 – 47Where to buy your media resources and how much they cost, as well as the advantages and disadvantages of each particular resource – P43 – 47Want to target Pay TV shows? Find out how – P45 – 46


Writing An Attention Grabbing Headline

Real life media release headlines from my vaults along with the results they produced in the real world – you will learn more from these few pages than 10 years of “hands on” experience – P178 – 186Tricks you can learn from advertising headlines and how to apply them to your media releases – P159 – 161Just the facts or intrigue? How to use the right headline for your business – P187 – 188)

Writing An Attention Grabbing Headline

The “Who Cares?” headline formula and how to apply it to all your headlines – P163 – 164A list of powerful and intriguing words and phrases you can just plug straight in to your headlines - P167 – 171A list of words to arouse the senses and put real feeling into your headlines – P171 – 172A list of the world’s 100 best advertising headlines – judged purely by results (money) and nothing else – P173 - 178Why it pays to be outrageous and intriguing – wallflowers and shrinking violets need not apply – P161 – 162How to choose what type of headline you will use – P187 – 188Lessons you can learn from tabloid style newspapers – P163The easy to follow 9 step formula to creating your own headline - P189 – 192How to convert all the facts about you into “intriguing snippets” of information that the media can’t resist – P165 – 167Headline homework that will help you to create powerful media releases – P163 & 192 – 193How to test your media release and what to do if your media release doesn’t work the first time – the one part of your media release to change – P164 – 165Many more headline ideas and suggestions than you can poke a stick at….. What to wear on TV and more importantly what not to wear – discover the clothes you should never wear on TV – P106 – 108The questions you MUST ask the media before you ever agree to an interview – including a sample conversation with a step by step critique of each and every question as well as the reasons why you MUST ask each question – P93 – 103How to make sure you are 100% prepared for the media – P71 – 72) Questions you must ask before you appear on TV – P102 – 103

Writing An Attention Grabbing Headline continued…

Why you should always have a “cheat sheet” ready for each and every interview – (page 83)What to expect when you are interviewed on the radio – (page 95 – 100 & 104)Getting the media to pay for your accommodation and travel expenses – (89 – 91)What to expect when you are interviewed by a print journalist – (page 101 – 102)Your background page – why it’s so important, how to write your page and some real life examples – (page 72 – 79)What to expect when TV crews come to your business – (page 102)Practicing exactly what you are going to say and getting it right on the “big day” – P83 – 85What to expect when you go to the TV studio – (page 106 – 109)How to plug your product or service in a low key manner – (page 109 – 112)How to cope with the massive influx of calls and orders after you appear on TV - Tips on getting the best out of your voice – (page 340)What the media are looking for in an interview – and how to make sure you offer what they want – P81 – 82A low cost offer you can make to listeners or viewers to position your business as the experts in your field – P85 – 87How to come across as a media pro and get journalists on your side – P72 – 73The very important difference between features and benefits, and why so many businesses get this so badly wrong – P109 – 112What to say if the host forgets to introduce youHow to answer questions in a way that makes your business sound good without giving the “hard sell” – P109 – 112When to say “No” to an interview – P88Why radio interviews are the quickest and easiest way to get publicity – P100 – 101When things go wrong and what to do about it – P251 – 257

Writing An Attention Grabbing Headline continued…

What to do if you encounter a rude or aggressive interviewer or host – P113 – 114 & 251The simple things you can do to make your entire media experience pleasant and easy – P71 – 72How to schedule your interviews and make sure you don’t overlap – P82The little things to watch out for when scheduling your media interviews – P93 – 97


What’s on the Live Recordings

Ad lib suggestions to various business owners in the audience as to how they might get publicity – this section alone is worth more than the price of your entire package…..The inside story of the “Grumpy old men” – how two old men generated 35,000 calls to Channel 7’s switchboard and sold $1 million dollars worth of product in only 3 months – all as a result of publicity The important points I used to promote their story to the media – and the priceless lesson you can learn from this…..The nine magic words you want to hear – “We would love to do a story on you”How I was able to get major publicity for a very quiet bookseller – learn from this and you’ll always have the media dangling from your hook….Why everyone has a story and how to go about finding it…..How one young guy missed the boat and what you must learn from his example….The difference between an ad and a story – what the media are looking for and how to make sure you are providing it….

What’s on the Live Recordings

How to stand out among the 300 media releases a typical journalist will see every single day – discover the one part of your media release that will grab their attention…..Why your story is a “hidden treasure” in your business….How to use the “human interest” angle…..How to practice your “pitch” to the mediaUsing an event to promote your business and get publicity…..Stacks of real life headline and story examples…..Why publicity is only one tool among your marketing arsenal…..


The Money Making Power of Publicity

How Richard Branson uses outrageous stunts to gain publicity and how you can too without needing his money…..How an Aussie entrepreneur used publicity and how I got him to sell one of my products….More suggestions on getting publicity for specific businesses such as a dressmaker….Why the furore over Janet Jackson’s breast helped her album sales to go through the roof….The story of a 70 year old female entrepreneur and how to apply this to your business….How you can learn from NUDIE juice….Examples of real life experts who have learned to tell their story and use the media to their advantage….The “girl in the red dress” – a $400,000 dollar story or publicity….

The Money Making Power of Publicity continued…

How Oprah’s generous act got her incredible publicity all over the world….Why your story is just as good as anyone else’s….How to get publicity for an old idea….How to get publicity for a new product….How to tie in your publicity efforts with a famous person or expert….Why you should listen to talkback radio if you want to get publicity….How to use lateral thinking to get yourself in the media spotlight…..


What about skills and tips like….

Improve your voice in 45 seconds a day – simple voice exercises that make getting though loads of interviews without a single croak or a cough a breezeThe 5 step formula to interview success…How to lose those nerves before your “big” interview….Stacks of real life media interviews with step by step critiques and breakdowns – learn from other successful business owners……What the media likes and is looking for, and how to make sure you offer what they want…A real life example of a media release headline and exactly why it worked – a step by step breakdown of each and every point….How ready are you for an interview?


Description of GoodsSILVER

PackGOLDPack

Separate Purchase

“Publicity Power – The Inside Secrets to Getting Thousands of Dollars worth of FREE Publicity For Your Business” - your step by step, easy to follow 342 page manual complete with tab dividers and an exhaustive index so you can find the information you need at a glance

YES YES $1,497

“Your Fast Start Guide To Quickly And Easily Getting Thousands And Thousands Of Dollars Worth Of Free Publicity” – your step by step 99 page manual complete with extensive index

YES YES $227

“Another Easy To Follow, Step By Step Approach You Can Use To Get Free Publicity” – step by step 87 page manual jam packed with easy to follow formulas, real life examples complete with extensive index

YES YES $227

“How To Get Free Publicity And Get The Media To Say Those Nine Magic Words…..” – this hard hitting DVD contains two presentations, one live to a select group of Mal Emery “insiders” and one in the boardroom.

YES YES $127


PackGOLDPack

Separate Purchase

“How To Perform Like A Pro In Media Interviews” – this CD gives you all the hints, tips and insider secrets you will ever need. Perform like a ‘pro” in each and every interview. Jam packed with real life examples and step by step breakdowns of how super successful people use the media.

YES YES $97

One Media Release Critique Certificate - just like having your own PR firm on retainer, simply cash in your certificate and you’ll have me on hand to help you every step of the way. Get unbiased, hard hitting and expert advice that can turn your media release from a “maybe” to a sure fire winner

YES YES $500

One 1/2 Hour Phone Coaching Certificate - Let me pick out the extra hidden gems in your story that you might overlook. This is the one you want to use when you really need to fine tune your efforts, to get your publicity machine running as smooth as silk. It’s just like having me there with you, holding your hand each and every step of the way……

YES YES $500

One Advertising and Marketing Critique Certificate – get one of Australia’s top copywriters and consultants to go over every inch of your marketing and advertising. You’ll get a written report with suggestions detailing exactly what you need to do to crank up your advertising and marketing into a money making machine.

YES YES $500

“The Inside Story of Exactly How An Australian ‘Media Frenzy’ Was Created” - this amazing manual reveals absolutely everything behind an incredible ‘media frenzy” that created 35,000 calls to Channel 7’s switchboard and resulted in more than a million dollars in sales in just over 3 months. PLUS: As an extra added bonus this manual also contains a list of the “Hottest Media Contacts In The Country”. Get the names and contact details of the producers behind major TV and radio shows, newspapers, magazines and more…

NO YES $497

Two Extra Media Release Critique Certificates - just like having your own PR firm on retainer, simply cash in your certificate and you’ll have me on hand to help you every step of the way. Get unbiased, hard hitting and expert advice that can turn your media release from a “maybe” to a sure fire winner

NO YES $1,000


PackGOLDPack

Separate Purchase

Two Extra Media Release Critique Certificates - just like having your own PR firm on retainer, simply cash in your certificate and you’ll have me on hand to help you every step of the way. Get unbiased, hard hitting and expert advice that can turn your media release from a “maybe” to a sure fire winner

NO YES $1,000

Two Extra 1/2 Hour Phone Coaching Certificates - Let me pick out the extra hidden gems in your story that you might overlook. This is the one you want to use when you really need to fine tune your efforts, to get your publicity machine running as smooth as silk. It’s just like having me there with you, holding your hand each and every step of the way……

NO YES $1,000


PackGOLDPack

Separate Purchase

Two Extra Advertising and Marketing Critique Certificates – get one of Australia’s top copywriters and consultants to go over every inch of your marketing and advertising. You’ll get a written report with suggestions detailing exactly what you need to do to crank up your advertising and marketing into a money making machine.

NO YES $1,000

Mal Emery’s Midas Touch CD of the Month – Ask the experts 10 CD and DVD pack valued at $697 + the next 3 months recordings with the experts FREE Valued at an additional $81. TOTAL VALUE: $778

NO YES $778

TOTAL SAVINGS: $2,778 $19,253 NIL

TOTAL VALUE: $3,675 $20,450 $20,450

YOUR PRICE: $897 $1,197 N/A

To Summarize…

• You get all the tools you need to successfully get 100’s of 1000’s of dollars worth of FREE Publicity

• You won’t have to hire anyone, you get the whole step by step formula and manual that describes the complete system

• You get press release, bio and Q & A templates, scripts to read for booking and being interviewed

• Complete media directory for the best contacts

• Media release critique certificates and ½ hour phone consult certificates

• Finally, the “Quick Start Press Release Guide”

AMAZING Extra Special FREE Bonus if You’re One of the First 19 to Order

• Free membership to COMPVICE Gold PR membership value $397

• 2 National Press Release faxes to over 600+ outlets valued at $300 each. (Valid for 6 months) Total value $997.

• When the customer joints the Gold PR membership at the low of cost $97 per month, which gives the customer access to out Elite Media List and 1 Hours group coaching phone call per month. Plus copy of Media Success Newsletter $37 & Media Monthly CD $67.

EXTRA SPECIAL FREE BONUSES IF YOU ORDER ANYTHING TODAY

• Small Business Marketing Magic…101 Secrets to a Six-Figure Income CD valued at $497

• 2 Free Tickets to the October 2007 Super Conference in Sydney valued at $1,994

TOTAL FREE VALUE: $2,491

EXTRA SPECIAL FREE BONUSES IF YOU ORDER ANYTHING TODAY

• Two hour break-through session with Mal (over the phone) - if you’re one of the first…

• Payment plan option – 3 equal payments

TOTAL FREE VALUE: $2,000

Toyota Prius valued at $40,000+

Risk Is On Me, Iron Clad, No Weasel Out, Outrageous Double Guarantee

90 DAY UNCONDITIONAL

No Questions Asked Money Back Guarantee If You’re Not Completely Satisfied.

365, $10,000 DAY CONDITIONAL GUARANTEE

I Invite You to Use The Package For 365 Days and If You Don’t Get At Least $10,000 Worth of FREE Publicity Your Never Would Have Had I Want You to Ask For a Full Refund.

Committed to Multiplying Your Profits and Guilty of Conspiracy to Create Capitalism

Mal Emery

THANK YOU…

Silent Killer Superconference, SYDNEY 20th – 21st October 2007Professional Speaking and Coaching Summit, SYDNEY 22nd – 23rd October 2007Silent Killer Superconference, Auckland, NZ 27th – 28th October 2007

“how to get hundreds of thousands of dollars of free publicity for your business”

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