As professional speakers, marketing is critical to staying in business. Marketing is what controls our income and business level. As someone who speaks as part of another business, marketing is equally critical. It means you'll have an audience and that others in your organization will appreciate your role in building the business as a whole.

Making the Most of Major Media: The Seven Step System for Success

By Jeanette S. Cates, PhD

So you've got your big break! You're going to be quoted in the Wall Street Journal, Newsweek, Time, Investors Business Daily, Redbook, or (you insert the name here.) Congratulations! But are you ready for your success? More importantly, is your website ready for success? Here's a seven step system for preparing for fame:

1. Check your pulse. Go to every major search engine and look for your name and the name of your company. Depending on how the article is written, your expertise will be listed under one or the other of those terms. Make sure you appear at the top of the search results. If you don't, now is the time to beef up your keywords so that you do.

2. Get a booster shot. Go back to the search engines and search for the keywords that are associated with the article. If you don't appear in the top 3 listings, it's time to purchase the appropriate keywords in Overture. You don't want to take a chance that you'll be lost in the crowd. Sure, it's an expense, but how much might it have cost you to get the same amount of publication space, if you had had to pay for it?

3. Check your image. Review your web site to be sure all the links work and that you have easy ways for people to contact you. This is particularly true for the media. If you have enough lead time, prepare a news release to add to the media section of your site. Don't have a media section? NOW is the time to set one up.

4. Expand your reach. Create a special report on the topic on which you're going to be quoted. This special report should provide additional information beyond what the article tapped. In addition, the report should also offer compelling evidence as to why the reader would want to purchase your products or hire your expertise. No need for obvious advertising here. The readers already know you're an expert. Now they just need to see how best to take advantage of your expertise.

5. Make a blatant offer. Create a popup that opens as visitors enter your site. Offer them the free special report in exchange for their name and email address. Be sure to play off your fame with "As seen in the Wall Street Journal" in the popup. Set the popup to open just once during their visit. A week after the article is published, set it to appear only once to every visitor.

6. Follow up. Each time a visitor signs up for the free special report, they are automatically enrolled in a sequential autoresponder. This allows you to send an unlimited number of follow-up messages. The messages should focus on the topic of your expertise and over a period of time, provide quality information, such as articles, references to related products, etc.

7. Celebrate. Enjoy your fame. Although fame is billed as "fleeting", it can continue to spin into more and more fame when you use this seven step system.

For detailed information on each step of the seven step system, send an email to Fame@TechTamers.com

Dr. Jeanette S Cates, The Technology Tamer™, works with business owners to help them turn their website into gold. She is a professional speaker and author of Online Success Tactics: 101 ways to build your small business.

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