Rick Frishman’s Blog

I will be teaching publicity and publishing at Author101University in 1 1/2 weeks in Atlanta.
I hope to see you there. Mark Victor Hansen, Brendon Burchard, James Malinchek, Robin Spizman, Alex Carroll, Lynn Pierce, David Hancock, Mahesh Grossman, John Willig- and scores of others will be there to teach you.

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A note about Tom Antion
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Fabulous Internet marketer and professional speaker Tom Antion
will be hosting his largest and most unique event ever in Los Angeles.

“Fusion” is a mixture of Internet Marketing, Public Speaking and
Timeless success principles all wrapped up in one powerpacked weekend.

I know this guy personally and he’s the real deal.

Check out his complimentary preview teleclasses at:

The short words are best, and the old words are the best of all.”

–Winston Churchill

Last week I taught you part 1 of SOUND BITES.  Here is part 2. Enjoy-

Most people aren’t accustomed to promoting themselves. So when it’s time to blow their own horns, they don’t know what to say or they tend to over do it. However, in business, with so many competitors vying for the same dollars, you must distinguish yourself from the crowd. The best way to start is with a sound bite.

Guerrilla Intelligence

 If you can’t give your sound bite quickly and powerfully, you don’t know your material well enough or have not perfected your delivery. Go back to the drawing board. Rethink it, rewrite it and practice reciting until it feels just right. Then test it on your friends and family to see how well it plays.

Sound Bite Checklist

Be creative, speak like a star, and make your product or service sound groundbreaking. Write a sound bite that captivates media people, showing them your star potential and making them want to move mountains to advance your career. In our celebrity-obsessed society, the media is desperately seeking new faces to stand behind and help launch into fame.

Guerrilla Tactics

Learn from those who have come before you and research recent publicity masters. Study those who constantly receive media attention. Ask yourself, what keeps drawing the media to Donald Trump, Richard Branson, and Martha Stewart? Identify the elements that constantly keep these people in the public eye. Isolate the techniques they use, what they project, and have in common, and which parts of their approaches could work for you. Then weave those pieces into your sound bite.

Before creating your sound bite, ask yourself the following questions:

What’s most interesting or unusual about you and your work? What makes it memorable?

How did you get into this career?

What excites you most about your career?

What are your strengths?

What is special about what you provide to your clients/customers?

How do you satisfy your clients/customers?

What motivates you?

What’s on your drawing board? When do you see these plans being enacted?

What interests people most when they first meet you? What are their first questions?

What about you makes people stop, listen, and say “wow”?

While brainstorming for your sound bite, think about your answers. List the reasons why your product or service is unique and/or unusual and why your target audience can’t do without it. Identify what’s special about your work and come up with the most colorful words to describe it.

How to Write Your Sound Bite

Start by writing whatever comes to mind without worrying about how long it runs. Be honest and truthful, but remain positive. Take your time, this isn’t a race. When you finish your rough draft:

    1.            Circle every descriptive word that you’ve
                  written.

    2.            List each circled word on a separate sheet of
                  paper.

    3.            Question whether the words you selected are
                  the most descriptive and colorful words
                  available. If not, add or substitute more
                  hard-hitting words.

   4.            Place the words you’ve listed in the order of
                 their importance.

   5.            Draft a new sound bite consisting of one or
                 two sentences, using the most important words
                 on your list.

Read the completed sound bite aloud several times and change whatever sounds awkward. Trust your ear. Although your sound bite should cleverly communicate your message, clarity is paramount. Don’t sacrifice clarity for cleverness.

Recite the sound bite out loud until you believe it and feel comfortable delivering it. When you believe your sound bite, others will too. You’ll also sound more confident and convincing. Read your sound bite to others, get their input and consider making the changes they suggest.

Time how long your revised sound bite runs. If it’s more than thirty seconds, cut it down to 30 seconds or less. After you’ve whittled it to less than thirty seconds, try to cut another ten to fifteen seconds without weakening the message. Don’t memorize your sound bite; instead picture key words and reel them off in order as if you’re descending a ladder. When you know the key points you have to cover, you can state them in different ways, which help your sound bit seem more spontaneous and less rehearsed.

How to Deliver Your Message

Practice your sound bite in front of the mirror, in your car, in the shower. Audio and video tape yourself reciting it. Concentrate on looking sincere, enthusiastic, and confident, but don’t overdo it. Don’t act or be dramatic. Speak conversationally and with sincerity. Don’t be a ham or a clown, be professional. When you deliver your sound bite, imagine that you’re meeting the President or the Pope, or Oprah–and that your business depends on your being booked on her show.

When you give your sound bite, maintain eye contact and smile softly. Not some big, silly grin, but a warm smile that conveys confidence and conviction. Show listeners that you’re happy to deliver your message and that you believe in yourself and your message.

Project that you’re an expert by speaking with authority, excitement, and passion. Your audiences will sense your conviction, feed off it, and want to share their feelings with others. Football immortal Vince Lombardi reportedly said, “If you’re not fired with enthusiasm, you’ll be fired with enthusiasm!”

Remember, your sound bite serves as your verbal calling card. Work it into letters, mailers, announcements, e-mail blasts, brochures, ads, Internet chat rooms, questionnaires, blog introductions, and applications. You want to use your sound bite at every opportunity.

Also, always have lots of printed business cards on hand to distribute when you deliver your sound bite. If you have brochures or other business materials, hand them out liberally. Think of them as emissaries that will spread your message. Repetition reinforces name recognition, brand identity, and it builds confidence.

Guerrilla Tactics

Customize your sound bite for specific audiences and situations. For example, if you’re at an auto dealers’ meeting, sprinkle in terms that relate to that industry like “on all cylinders,” “out of gas,” or “cruise control.” Speaking their language breaks down barriers, lightens the mood, and makes groups feel that you’re targeting them directly. In doing so, you become one of them, at least for the time you’re together.

Have a Backup Plan

Prepare a backup sound bite. Be ready to ditch your standard spiel if it’s inappropriate, if someone else in the group has a strikingly similar pitch, or if your sound bite doesn’t seem to be going over well.

A way to change pace if your pitch is not working as you would like it, is to use prewritten “ad libs.” Add something about the weather, the traffic or your companion’s business. You can throw them in to sound spontaneous–even though you’ve already written them. Your main objective is to get your message across, so if altering your sound bite improves your chances, be sure to go for it.

Always trust your instincts. You’ll quickly learn how and when to alter your sound bite and become adept at making changes based upon your instincts and observations. Work in references to hot news items, scandals, or events that will make your sound bite more relevant and up to date.

Remember

Creating a memorable sound bite will make people take immediate notice. Be sure to practice it until you can recite it naturally and with confidence. Customize your sound bite for special occasions and vary your pitch so that it seems to be spontaneous. And always deliver your message with authority, excitement, and passion.

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BIG SEMINAR Oct 3,4 and 5
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BIG SEMINAR is right after Author101university in Atlanta on Oct 3,4 and 5 (same hotel)

Armand Moris is a genius - and he has about 10 other internet geniuses ready to show you how to make HUGE money on the intenet.

I am staying for this event and hope to see you there

See you in Atlanta on Oct 1 and 2
We have 1 and 1/2 weeks to go-sign up now

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