How to Get TV Exposure as a Doctor in 2011

The public learns about the medical and health-oriented topics via the media.  Being featured in the news offers physicians credibility validation and a chance to reach their potential patients and target market.  Coverage in print, radio and TV is also the most effective and powerful way for physicians to inform, educate.  With that in mind, on Wednesday, November 17th at 2:30 p.m. eastern time, I will be leading an ExecSense webinar entitled, How to Get TV Exposure as a Doctor in 2011.
The webinar examines the best tips and techniques used by doctors to get exposure on television and become a “source” for local/national TV stations. Take the 60 minutes to view this webinar (on your computer, mobile phone, iPod, iPad, Kindle or printed out) to understand how to position yourself in a way that will make you especially attractive to TV stations, how to approach them that you are interested and available to be an on-air personality regarding health topics in your area of expertise, and use this exposure to enhance your reputation and create a personal brand for yourself. For information visit: How to Get TV Exposure as a Doctor in 2011

Why “Selling” Never Works

Forget about selling when entering the PR world.  The media’s not interested in being sold; it’s interested in finding new, unique and compelling stories – that meet their specific needs.  That is something most companies and, to be honest, PR firms, generally forget.  Actually that’s something I have to remind myself on a daily basis.  When I worked as a journalist or as a magazine editor, it was always obvious that what I wanted was a good story.  When a company or PR rep would call and pitch me an idea, they (at times) had interesting stories, but generally not stories that interested my readers.  So, nine-times-out-of-ten, my response would be a (hopefully polite) no.

 

It’s not enough that the story you’re pitching is interesting, it has to fit the needs of the publication or TV show, or radio segment that you’re targeting.  That’s where the brainstorming comes in.  You have to think like an editor or a producer in order to find the story that works.  And once you’ve found your primary story, you need to drill down and come up with more targeted story ideas.  For example if you’re pitching a product, your primary story will most likely be around the product and how it helps your customer.  But it has to be told with a narrative, as a story, not as a hard sell.  Once you’ve figured that out, you then have to uncover you’re other stories.  Is there a human interest angle, is there an entrepreneurial angle, what other story ideas can you come up with to meet the needs of the various media outlets?   Your stories hold the key to your success, so focus on finding them and presenting them to the media in the most interesting way possible – and forget about the selling.      

 

Copyright © Anthony Mora 2009

 

 

Financial Success in an Economic Crisis?

Perhaps with success, financial and otherwise, it all comes down to asking the right questions.  Who has time to think about success? you ask.  Now a days it’s tough enough just to make ends meet, or so the story goes if you listen to the pundits and the media.  Agreed.  These are challenging times, but just as the government and financial sectors are having to review (we hope)  their decisions to see where things went so wrong, this could be a real opportunity to reassess your own house; how you’re running your business and, while you’re at it, your life. That comes down to asking the right questions.  Some questions  may seem basic and make sense, for example, take the question, are you fulfilled by the job you’re working at, or by the career you’ve chosen?  That question makes sense.  But maybe that’s the wrong starting point.  Perhaps the first question should be:   is the job of your profession or career, to fulfill you?  For some people the answer could be yes, for others no.  Maybe your career’s job is to give you financial security, or mental stimulation, or social interaction, but not to fulfill your deepest inner needs.  If that’s the case and you’re asking your job to fulfill the needs that art, or a hobby, or an avocation, or a partner should fill, you’re never going to find balance.  And, strange as it may seem, that’s actually how I think we’ve ended up in the situation we’re currently at.  We haven’t asked the right questions and we began to believe that the answer to every question was the same – money.  Money became the sole solitary answer.  It was going to fulfill all of our needs, so we took our eye off of how where and why it was being made.  We did away with regulation, with basic common sense, all in the service of this one focus.  Now the boat is taking on water and everyone on board is panicking and running for the lifeboats.  But it’s not that the boat is going under, rather it is completely out of balance. It can be set right again, but will take a combined effort.  It’s not going to be the President, or Congress or Wall Street that saves us, or bails us out (to continue the boat metaphor) it’s going to be each one of us finding what’s important, asking the right questions, making the appropriate choices and cumulatively setting the ship, that we’re all in, back on course.  Don’t get me wrong, I’m all for money, but it really goes down to a place for everything and everything in its place.  Money is one aspect of what defines success.  We forgot that.  We asked it to be the end all and be all, and in doing so, we let the wolves mind the store.   When you ask any one thing to be everything, it has a tendency to become nothing.  So, from my perspective, a big part of the shift we need to make in order for our financial lives to prosper is a philosophical one.  Ask the right questions.  See what’s important.  What makes you, you? What fits where?   Now, make the appropriate decisions.   Maybe it doesn’t look like a one-to-one correlation, but if all of us do that, things will turn around more quickly than all of the bailouts, laws and legislations combined.

Why Fear-based Selling Is A Bad Bet

You know how annoying it is to go into a store and have a salesperson stick to you like glue and continually try to sell you?  And you know how that experience is even worse if the salesperson tries to convince you that you need to buy because if you don’t something horrible could happen?  Yep.  No one wants to be sold, particularly with a fear-based pitch.  We want to purchase something that we feel comfortable buying; something that is going to help make our lives easier, better or more interesting.  The trouble is that many businesses and experts still feel that they have to sell fear and sell it big time; they’re advertising, marketing and public relationsis all based on trying to scare the hell out of you.

Now instead of the preverbal used car salesman, we have the Internet sales pitch.  The endless emails telling us how we have to order whatever it is they’re selling “now” or we’re going to regret it. Selling through fear can be effective.  It’s been done since marketing existed.  Sometimes it’s a part of the package.  When you think of it, when we buy car insurance, we’re betting that we’ll have an accident and paying the insurance company a monthly premium so that they’ll be there, check in hand, when we eventually do.  But unlike insurance most other purchases don’t so readily fall into that fear category, yet they’re generally sold to us as though they do. 

The fear sales pitch is made to give us a sense of urgency, when there really is none.  But now-a-days, more and more people see through and are turned off by that type of pitch.  So if you’re not selling urgency through fear, what then?  Use the biggest motivator there is – TRUST.  But, unlike fear, here you have to be able to back it up.  If you are going to make this shift, you can’t sell smoke and mirrors.  Your product or service really does have to be top of the line.  You actually do have to give your customer value.   If you’ve worked to make your product or service the best it can be, and you’re still using fear-based marketing, shift your approach and see what happens.  People will want to work with you, not out of fear, but because they trust you, because you offer a top-of-the-line product, you solve a problem for them, you’re reliable.  Here they not only buy from you, but they actually feel good about the process.  It’s trust that builds a loyal customer base.  It’s not something you sell, but a promise that you deliver.

 

Copyright © Anthony Mora 2009

For further information visit:
www.AnthonyMora.com

 

 

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