Publicity tips/What You Don't Know About LinkedIn July 1, 2008

The Publicity Hound's
Tips of the Week
Issue #405 July 1, 2008
Publisher: Joan Stewart
mailto:JStewart@PublicityHound.com
http://www.PublicityHound.com
http://www.publicityhound.net/(Blog)
The Publicity Hound®

Circulation: 48,019

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"Tips, Tricks and Tools for Free Publicity"

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In This Issue
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1. What You Don't Know About LinkedIn

2. Is Your Video Driving Away Customers?

3. "Today" Show Tips

4. "Dress Like a Cow" Day

5. Promoting a Book on Suicide

6. Help This Hound

7. Hound Joke of the Week

8. And at My Blog...

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1. What You Don't Know About LinkedIn
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Some people collect LinkedIn connections like they collect
pennies in a big, empty mayonnaise jar.

They add them one by one, watching the pile of names grow bigger
and bigger. They keep track of how many connections they've
made. And they feel pretty darn good when their list grows to

100. ..300...500 names and beyond.

People who don't know any better view their LinkedIn connections
like the rainy fund inside the mayonnaise jar. They'll use
LinkedIn when it's time to job-hunt. But until then, their list
of contacts just sort of sits there.

That's because in the world of social networking, people have
heard that they should never ever use LinkedIn to promote.

Don't tell that to Scott Allen, an expert in social media and
social networking. Since creating his LinkedIn profile four
years ago, he has used LinkedIn to:

- -Close a 5-figure consulting deal with a company that found him
at that site.

- -Find an agent for his first book, "The Virtual Handshake:
Opening Doors and Closing Deals."

- -Collect feedback from 100 contacts who read the draft of The
Virtual Handshake. Of those, about 80 had never met Scott face
to face. Yet he established such a strong connection with them
on LinkedIn that they took the time to not only read his book but
provide valuable comments.

- -Generate media opportunities. How many? "I've lost count,"
he says.

- -Find joint venture partners.

- -Connect with authors who interview him and quote him in their
books.

Scott calls that promoting. Not the in-your-face, obnoxious kind
that most of us hate. But the smart, subtle, savvy kind that
makes it easy for people to find him if they need the kind of
help and information he can offer.

Scott goes the extra mile on LinkedIn by answering questions from
other LinkedIn users whenever he can. He has more than 500
connections and an impressive 61 recommendations, almost all of
them absolutely glowing.

He stresses, however, that someone on LinkedIn with only 70 or 80
really strong connections can make them go a lot farther than
somebody with 500 names of people who they barely know.

Scott says Publicity Hounds who aren't using LinkedIn to promote
are missing a huge opportunity. He'll be my guest during two
teleseminars from 3 to 4 p.m. Eastern Time on Wednesday, July 16,
and Thursday, July 17, called "How to Use LinkedIn to Promote
Anything Ethically and Powerfully."

This series is limited to the first 100 people who register.
Afterward, I'll sell the recording as a CD, electronic transcript
or MP3 audio. On July 16, Scott will explain how to build an
impressive profile, use LinkedIn to position yourself as an
expert and do all the little extras on LinkedIn that most other
people don't bother doing--things that can really make you stand
out from the pack and get found by the search engines.

On July 17, he'll walk us step-by-step through the entire process
of how to use LinkedIn to promote. He'll even share case studies
of LinkedIn members who have done just that, with great success.

If you haven't built your LinkedIn profile yet, this teleseminar
series if for you. Even if you've been using LinkedIn for
several years, we guarantee you'll learn far more than you know
already. Register at
http://www.Publicityhound.com/teleseminar/linkedin.htm


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2. Is Your Video Driving Away Customers?
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Here's a common mistake people make when shooting amateur video.

They place the camera too low, and then point it upward, toward
the subject's face.

When I watch that kind of video, I feel like I'm in kindergarten
and the teacher is cowering over me, preaching. If you've
created the video to try to sell me something, sorry, but you've
just killed the sale.

Media coach Susan Harrow agrees. She says camera angles are just
one of several variables that can instill confidence in your
viewers, or make them recoil. Other factors include things like
the type of clothing you're wearing and even something as simple
as the backdrop.

If you're shooting video at home or in your office, and you
aren't careful about where you're standing, it might look like
you have a plant, a tree, a lampshade or even antlers, growing
out of the top of your head.

Another important factor is how comfortable you look. Some
people look so stiff that I'm afraid they'll crack if they move a
muscle.

Susan, who coaches people for TV appearances, says the first
three seconds of a video are critical to catching the attention
of a big-shot TV producer as well as a customer with a credit
card. She has evaluated hundreds of videos in the past 17 years
for everyone from Fortune 500 CEOs to celebrity chefs and
Internet millionaires. She's prepped clients for appearances on
"Oprah," "Larry King Live" and "60 Minutes."

And now she's ready to critique you during her "10-minute speed
session" for $99. She'll grade your sound bites and clothing and
provide valuable feedback on how well you connect with your
audience and whether you look authentic. If you're using your
video to sell something, she'll give you tips on how to put
viewers in a buying mood.

Read more about what the "speed session" includes at
http://tinyurl.com/3rfssn


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3. "Today" Show Tips
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Landing a spot on the "Today" show is no easy task.

But Publicity Hound Eli Davidson got a four-minute interview on
the show last Thursday morning by following a tip she learned in
The Publicity Hound Mentor Program. Ask other TV producers who
have booked you if they know of other shows that might want you
as a guest, and then ask if they'd be willing to contact the
other producer on your behalf.

That's what she did after appearing on Dr. Phil's "Decision
House" TV show. The "Today" show took the bait, and she got the
phone call she was waiting for.

Eli, an author and coach, discussed how she turned her life
around after losing her business, marriage and health, all within
18 months. She was $88,000 in debt but dug out. Today, she
coaches others on success strategies and turnaround techniques.

Other pointers she passes along for getting onto a show like
"Today":

- -Study the show closely. She noticed that hosts Kathy Lee
Gifford and Hoda Kotb both had dark tans. So to avoid looking
like a ghost next to them, she got a spray tan.

- -Talk in sound bites. "Men talk like they're laying bricks,"
she said on the show. "Women talk like we're tossing salad."

- -Offer props. She took a glue gun and a hair barrette to help
tell the story of the successful company she started to get back
on her feet.

- -Encourage friends and relatives to comment on the video that's
posted online. Producers pay attention to the number of comments
and might be swayed to invited you back if the video triggers a
big reaction. Comment on her video and she'll be more inclined
to comment on yours, or review your book, when it's your turn.

"How to Get Booked on the Morning TV Talk Shows" explains dozens
more tips on how to get onto the big morning shows. It's
available as a CD or an electronic transcript that you can
download and be reading as soon as your order has been approved.

Read more about what you'll learn at http://tinyurl.com/ab86x

And then find out whether you're a good fit for The Publicity
Hound Mentor Program at
http://www.publicityhound.com/mentorprogram/intro.html


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4. "Dress Like a Cow" Day
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Thanks to Publicity Hound Lisa Solomon for this one.

If you walk into any Chick-fil-A restaurant on Friday, July 13,
fully dressed like a cow, you'll get a Chick-fil-A Meal
absolutely free.

The publicity stunt, staged for the fourth year in a row at the
almost 1,400 stores, results in phenomenal publicity.

Last year, the Chick-fil-A restaurant in Hendersonville, N.C.
hosted a herd of 350 cow-spotted customers from summer camps, day
care centers and preschools. Another group of ambitious college
students calling themselves "The Herd" set out on a "cattle
drive" from Knoxville, Tenn. To Atlanta, Ga. On a mission to
visit 30 Chick-fil-A restaurants in one day.

In 2007, the Chick-fil-A "Eat Mor Chikin" Cows were recognized as
one of America's most popular advertising icons in a public vote
sponsored by Advertising Week and became the newest members of
New York's Madison Avenue Advertising Walk of Fame.

But you don't need to be a billion-dollar company like Chick-fil-
A to benefit from these fun publicity stunts. Create your own
special day.

"Special Report #45: How to Generate National Publicity from Your
Own Holiday (or Day, Week or Month of the Year)" gives you lots
of ideas on how small companies can create their own special
days. Only $10. Read more about how to get started at
http://tinyurl.com/6uz9g


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5. Promoting a Book on Suicide
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This week, eight Publicity Hounds have tips on how Patricia
"Trish" Gallagher of Worcester, Pa. Can promote the book "Don't
Jump! Out of the Shadows" about depression and suicide. It was
written by her husband, who tried unsuccessfully to commit
suicide by jumping from a building.


From Michelle Meacham:

"Patricia and John - congratulations, and thank you, for taking
on this worthy but very misunderstood issue. Have you tried
collaborating with the National Institute of Mental Health at
http://www.nimh.nih.gov/ and the Depression and Bi-polar Support
Institute at http://tinyurl.com/ynbq47 A particular angle you
might want to focus on in your promotional materials is
referencing important figures throughout history who have
suffered from depression, including Abraham Lincoln, Winston
Churchill, Billy Joel, J.K. Rowling, Michelangelo, and many, many
other intelligent and creative people."


From Gabriele Pallin:

"I recommend making a podcast and read that part from your book--
which might make others who want to jump THINK and hopefully
prevent it. You could then upload the podcast to iTunes on your
own blog, which makes you web-visible...Hearing your voice makes
it a more grabbing, moving experience. I would then contact all
the suicide hot lines and prayer lines."


From Dana Smith:

"The first step is to clarify your goals and create an online
presence. I recommend a blog-based website which is much easier
to create and will allow for interaction with others. You could
even ask readers to share their stories on the blog and use some
of those stories in the book, with permission.

"Also, I recommend creating a marketing and publicity plan for
the book as soon as possible."


The Publicity Hound says:

A publicity plan is imperative because without one, you'll be
missing lots of opportunities for coverage. "How to Create a
Media Plan" walks you step-by-step through the entire process and
even includes a handy "fill in the blanks" template for a media
plan, complete with a handy list along the side of several dozen
publicity opportunities to job your brain. Read more about how
to create a media plan at
http://www.PublicityHound.com/mediaplan.htm


Read all the responses to this week's Help This Hound question at
http://tinyurl.com/44vt26


Send your own Help this Hound question to:
mailto:JStewart@PublicityHound.com?subject=HelpThisHound
and include your city and state.


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6. Help This Hound
==================================

Michelle Suter of Frisco, Texas writes:

"Our company, Administaff, is a professional employer
organization that serves as a full-time human resources
department for small and medium-sized businesses.

"We have had a great deal of national marketing, yet my best
clients are small business owners in the Dallas/Fort Worth area
who have from seven to 50 employees. How do I take our "big" PR
and marketing message and localize it so my prospects get our
message in a way they can relate to?

"I feel as though they don't understand that 'Small Business is
Good for America, and Administaff is Good for Small Business.'"

Their website is at http://www.administaff.com


The Publicity Hound says:

Here's my idea. You need to find your way into the Dallas
Business Journal which, I'll bet, lots of local business people
read. Landing a story, or even an opinion column, in this paper
will really put your business in the spotlight. Get your hands
on a copy of their editorial calendar and check to see which
topics they'll be writing about that are a perfect fit with the
type of information you can offer as an expert source.

I interviewed Paul Furiga, former editor of The Pittsburgh
Business Times, and got him to share his best tips on how local
businesses can form strong relationships with business journal
staff and give them the kinds of stories they love. We recorded
"How to Use Business Journals to Tell Your Story" and it's
available as a CD or an electronic transcript that you can
download and be reading as soon as your order has been approved.

Read more about what you'll learn at http://tinyurl.com/q4rf7


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7. Hound Joke of the Week
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An older, tired-looking dog wandered into my yard. I could tell
from his collar and well-fed belly that he had a home and was
well taken care of.

He calmly came over to me. I gave him a few pats on his head.
He followed me into my house, slowly walked down the hall, curled
up in the corner and fell asleep.

An hour later, he went to the door, and I let him out.

The next day he was back, greeted me in my yard, walked inside
and resumed his spot in the hall and again slept for about an
hour. This continued off and on for several weeks.

Curious, I pinned a note to his collar: "I would like to find out
who the owner of this wonderful, sweet dog is and ask if you are
aware that almost every afternoon your dog comes to my house for
a nap."

The next day he arrived for his nap, with a different note pinned
to his collar: "He lives in a home with six children, two under
the age of 3. He's trying to catch up on his sleep. Can I come
with him tomorrow?"


DOG JOKES & QUOTES EBOOK: 170+ G-rated dog jokes and quotes,
perfect for a dog-lover, your favorite vet, or just for a few
good laughs.

BONUS: Buy the ebook and you also get a compilation of the 50
best websites for dog humor.

Http://www.publicityhound.com/dogjokebook/


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8. And at My Blog...
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Story idea for this week: Freedom from (fill in the blank)
http://tinyurl.com/4c777n


Best Twitter tools and resources
http://tinyurl.com/4yvxow


If you work in PR, you should be reading snarky Gawker
http://tinyurl.com/3jkds9


Working with a virtual assistant? Follow these 4 golden rules
http://tinyurl.com/4us7up


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Joan Stewart
a. k.a. The Publicity Hound®
3434 County KK
Port Washington, WI 53074
USA Phone: 262-284-7451 (Central) Fax: 262-284-1737