How To Get Hundreds Of Thousands Of Dollars Worth Of FREE
Advertising
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From: Brett McFall
THE MCFALL REPORT
The World's Best Advertising Secrets - MADE SIMPLE
G'day my friend,
Boy have I got some good money-making info for you right
now. What you are about to read could literally make you
thousands of dollars in the next couple of weeks.
Potentially TENS of thousands. And quite possibly ...
HUNDREDS of thousands.
Here's what I mean:
One of the most powerful tools you can ever use for your
business is publicity. And up till now, I’ve never really
found anyone who I thought had that “edge” in showing
business owners how to do it properly.
Even though I’ve helped a lot of my clients get free
publicity, it’s truly a field of specialisation. And I
specialise in advertising, not in publicity.
Well, now, I’ve found someone who has been an avid reader
of these newsletters, and who only recently let me know of
his abilities.
What a find.
This guy was interested in my headlines. Something which
by now you truly appreciate as a critical marketing tool.
But he was more than interested, because he’d been using
them for years too for mega-profit. And has written some
absolute rippers.
The only difference is,
he’s been using headlines to get his clients free publicity.
Sometimes hundreds and thousands of dollars worth of
press, TV and radio coverage.
Hey, isn’t it nice to know
that the principles I teach you have applications across the
board? It means that you can not only use what you’ve learnt
in your advertising, but also in another arena …
publicity.
Now, if you’ve been in business for any length of time,
you know how expensive advertising can be. What I show you
how to do is make sure that it turns into the best
investment you ever make.
But see, with publicity, you get the coverage WITHOUT any
price tag at all. Doesn’t that sound inviting?
That’s what makes it a very important part of your
marketing strategy. Still, the question you might be asking
is …
“Yeah, but how do I do it? I’ve sent stuff along to
newspapers before and they’ve never used it.”
Very true. And often what will happen is that after you
send along newsworthy material to an editor of a newspaper,
he or she will just pass it along to their sales department
who then phone you up to see if you want to take an ad!
Yeah, right.
Well Brian James knows how to do it. And I asked
him to send along some samples to share with you so that you
could see how he gets the amazing results he does for his
clients. For instance, one client made an extra $1million in
3 months!
Let’s see how…
Brian tells me that without a doubt, his success in
getting free publicity for his clients comes down to 2
things:
1) A powerful headline
2) Long body copy
Now, isn’t that funny? That’s exactly what you’ve been
learning anyway. So, with a little bit of practice, you
should be able to write a press release which gets you
publicity too, right?
Well, one thing in particular that I want to show you in
this lesson is the incredible headlines that Brian has used
to grab attention.
Remember, editors of newspapers, magazines, TV and radio
stations, are short of ONE THING:
Time.
They often get hundreds of press releases a week. Which
means that only the best get through. And what’s the first
thing the editor reads when they’re deciding which press
release will create a good story?
You got it: THE HEADLINE.
Check these out...
Grumpy 78 year olds
proving a dynamic business duo with their space age, pain
free innovation
(Jim Lamers and Trevor Andrews Bioelectronics P/L)
RESULTS:
* National TV exposure on Seven Network and Nine Network.
* Three stories in three days; two on Today Tonight and one
on the news. Also, A Current Affair
* Herald Sun feature
* Total sales as a result in three months: Over $1 million
dollars.
Do you know how much it costs to take a 30 second TV
ad during prime time news? You won’t get much change out
of $50,000. Even $100,000 on some days. Yet, for absolutely
nothing, Brian’s client got the lot.
Here’s another...
He invented the Aussie
stubby holder; pop up caravan, fibreglass surfboard and
mobile electronic physiotherapy. Now, at 78, working 70
hours a week, he’s come up with a tiny, ingenious space age
device, which is taking Australian’s pain away (Jim Lamers, MD BioElectronics, inventor of PainEze plus)
RESULTS:
* 37 Local and national radio interviews
* Local press coverage
* Also contributed to the successful television exposure.
Can you imagine 37 radio stations ringing you right now
wanting to talk to you? Desperate to put you and your
business on air? Yet not charging you a cent to do
it? It’s pretty amazing, don’t you agree? In fact, with
results like this, you could very well decide to never spend
a cent on advertising ever again.
But of course, you CAN'T always get this sort of
exposure. You truly do need to offer something of unique
value to generate such incredible interest.
Which is why a blend of advertising and publicity is the
answer - not one of the other, but both of them working for
you.
Here’s another success story...
3400 km Model T Ford
‘desert drive’, a dream come true for this 79-year-old
entrepreneur (Jim Lamers)
RESULTS:
* TV coverage in Melbourne, Adelaide, Perth and country
centres along the way.
* Major articles in Perth, Melbourne and Adelaide newspapers
and regional newspapers.
* Twenty-two radio interviews across Australia Again, FREE
national exposure. What a gift!
Now, notice how these headlines are written. They’re
intriguing and practically force you to read on. You
naturally want to know more. And that’s a powerful lesson
for you to learn.
Your headlines must always be a knockout. That’s
why it’s important to spend so much time on them. In fact,
I’m sure you’re already getting ideas on how you could use
the headlines so far for your own business. Good. Go for it.
How one black jellybean,
four seconds on a menu, seven words in a shop and three
hundred Chinese teenagers led to breakthroughs in customer
service. (Rita Hartney, RH Positive –customer service consultant)
RESULTS:
* Interviewed on the Today Show (Nine network)
* Feature in Melbourne’s Herald Sun and three radio
interviews in Melbourne and five interstate
* Lifted Rita’s profile and generated thousands of dollars
in speaking and consulting.
Could you possibly model that headline for your own
use?
Example:“How one teabag, 2 pieces of paper,
and 36 words written in blue ink led to a breakthrough in
small business marketing.”
See? Try it out. Meanwhile, here’s another example to get
your juices going...
Ex Christian Brother and
world class iron man is taking two ex junkies, three
entrepreneurs, several housewives, a champion runner and 60
others, through pain and glory in water and over land!
(Oscar Carlson, Triathlon Ironman athlete/coach)
RESULTS:
* Profile segment on the Today Show
* Features in the Herald Sun
* Feature on ABC Morning radio
* Increased profile and generated sponsorship and enrolments
Hmmm... are you starting to get the idea?
Are you beginning to understand that getting publicity
may be right up your alley, seeing as you already have some
experience in creating powerful headlines? Sure, you have to
be able to write the information that goes with it. But
you’ve also been taught how to do that too, right?
Now, if you check out the following headline, there’s
something very important to notice. Do you know what it is?
It’s the fact that the writer has taken the invisible and
made it VISIBLE.
Instead of saying, “Professional Consultant develops
…” No, he writes: “STRESS DIFFUSER consultant
develops…”
A tiny, tiny change, but the picture it paints is very
different. “Stress diffuser” is more descriptive and
appealing than “professional consultant.”
And that helps the reporter or editor who receives this
press release, to already see how their story might pan out.
By giving the consultant a ‘tag’ (like a Unique Selling
Proposition), it helps the reader to instantly
understand what he does.
Stress diffuser Consultant
develops ‘inner retreat’ for corporate employees.
(Caroline Ward, About People)
RESULTS:
* Interviewed on ABC Radio
* Featured on A Current Affair (Nine Network) Here’s another
great headline...
Is Bill Clinton the best
communicator in the world? Australian expert reveals keys to
success (David Bird, Communication Dynamics Australia)
RESULTS:
* ABC Radio interviews nationally with Angela Catterns
(which right now is the highest rating radio show in the
country, beating others like the famous Alan Jones) *
Local radio with Peter Clarke.
* Increased profile and generated consulting work
Understand that we’re talking about media exposure which
would literally cost you a couple of hundred thousand
dollars to match. Why would you pay that amount if you knew
how to get it for free? That’s why what you’re learning is
the most valuable skill in the world - copywriting.
Big Macs, Big Dreams &
quirky plates and bowls, lead to success for tableware
design duo. (YFP Design)
RESULTS:
* Feature articles in house and home sections of The Age and
Herald Sun
* Feature articles in lifestyle magazines
* Interviews on Melbourne and Sydney radio
Father and son’s new
Aussie electronic invention brings back romance, pokies, and
a stroll in the park for wheelchair bound Aged Care
residents in hilly Box Hill (Lockwood Electric Mobility)
RESULTS:
* The Today Show (Nine network)
* Dramatically increased sales
Glowing toilet seats. The
Bright idea helping a veteran inventor aim for big success
in the smallest room in the house (Barry Rogers, CEO VisionGlow)
RESULTS:
* The Today Show (Nine network)
* Sunrise (Channel 7)
* Radio interviews in Melbourne, Sydney, Perth and Brisbane
Increased sales
And lastly....
This man is Australia's
youngest (male) local councillor. At 15 he had his first
business, and fourth by 18. Now, he's a fulltime
entrepreneurial student, local councillor, 'would be' author
and about to launch a manufacturing business to make money
and save water. Wait till he really gets motivated! (Robert Sheahan, entrepreneur, professional speaker)
RESULTS:
* To be featured in the Herald Sun
* In discussion with radio and TV producers
Now, I wanted to pack as many of these examples in as I
could for you. So that you could have a resource to come
back to again and again for ideas. And I want you to realise
that free publicity is not only possible, but is only
limited by your ability to write good copy. You’ve just been
shown how to do that, now the rest is up to you.
