Cass McCrory was waiting in line at Wegmans with a cart teeming with groceries, when the March issue of Oprah magazine caught her eye. She felt her pulse quicken.
She had been interviewed a few months ago for an article, but hadn’t heard back from the editor. There was only one way to find out if she’d made it in.
She tried to be super casual as she pulled a copy off the rack and started flipping through.
And then—there it was! Her name, her words, her business right there, in black and white.
That’s when the tears came. When she stepped up to the register she held out the page for the cashier to see and said, through happy tears, “See that? That’s me! I’m Cass McCrory. I’m in Oprah!”
How did it happen? At our urging, Cass responded to a query from Farnoosh Torabi (author and host of the So Money podcast and her own CNBC primetime show) who was looking for experts with unique insights for her finance column in O Magazine. We knew that Cass, founder of The Subtraction Project, who joined our Lights Camera Expert course in 2016, had a unique take on decluttering that would be a perfect fit for Farnoosh’s spring cleaning article.
Farnoosh interviewed her in November. And then—as it always happens—the waiting game began.
Months later, the surprise gift blind-sided Cass at the grocery store. We were, of course, beaming with pride for her even when she texted us this:
“You guys, I’m crying in Wegmans crying!”
As anyone who’s experienced it knows, that moment—seeing your name in print for the first time—is euphoric. It’s pride and bliss and Judd Nelson pumping his fist in the air at the end of the Breakfast Club.
It’s also attainable—if, like Cass, you know how to pitch, close, and deliver.
Cass has since seen a bump in her Instagram following and hits on The Subtraction Project.
But the very best part? Cass was able to leverage this article to grab more spots in the media.
She sent out emails with fresh pitches to local TV stations and publications—and now, they were all clamoring to have her as a guest!
She sent pitches to the local CBS station about more ways to subtract things you don’t need in your life. Then she fired off another to the Rochester Business Journal about how she’s helping business owners with courses—and how that’s streamlined into networking and opportunities.
She reached out to The Rock Girl Gang (the cool girl’s lunch table) and they’re going to do a feature on Subtraction Project. She put herself out there, with Oprah by her side—and everyone said yes.
That is our goal for you. We want you to have your Wegmans moment. And then, we want you to leverage that moment to get booked again and again. So that when people think of your field, they think of your face, your brand, and your business.
When TV producers are looking for guests, what they want is a recognized expert. Someone who knows her stuff and can deliver information in a way that their viewers can digest.
But before you even step foot on a TV set or talk to a magazine editor you have to have a special sparkle that will make a producer or editor pick you.
You need to stand out amongst all the other professional organizers, business coaches, fitness trainers and lawyers, etc.
Our friend Dorie Clark is giving away her FREE 42 page self-assessment workbook to help you trigger what it is you want to be known for.
She spent two years interviewing 50 of the world’s top experts – including David Allen, Daniel Pink, Tom Peters, Seth Godin, and more – to understand how they developed powerful ideas & got recognized for them.
Dorie started out as a presidential campaign spokeswoman. She has since started her own business as a marketing strategy consultant and professional speaker. Recognized as a “branding expert” by the Associated Press, Fortune, and Inc. magazine, she’s also written two books, Reinventing You and her most recent book, Stand Out, which was named the #1 Leadership Book of 2015 by Inc. magazine.
Oh and might we add – she’s also a stand-up comedian like our own Terri Trespicio.
Click here to download Dorie’s workbook. We know you’re going to love it.
Paula Rizzo is the co-creator of Lights Camera Expert, a six-week program that teaches experts, authors and entrepreneurs how to get, and keep, media attention. She’s also the author of Listful Thinking: Using Lists to be More Productive, Highly Successful and Less Stressed and founder of ListProducer.com.
It’s Valentine’s Day! Whether you’re celebrating singlehood or blissfully coupled, romance is on the brain today. And there’s no better time to consider your relationship with the media.
If you find yourself singing Adele’s “Hello” to producers and editors, and all you hear back is Beyonce’s “Sorry,” it might be time to step up your seduction. Here are three tips to woo the media this year.
Don’t Be Desperate: Swipe Right AND Left
Don’t be that person who swipes right on anything with a pulse. A quick perusal of someone’s profile may not tell you whether someone is your soulmate, but it can certainly help you find a real connection—and rule out the red flags.
The same goes for your match with the media: Know the person receiving your pitch and their work. What kinds of stories do they love? Do they tend to gravitate toward a certain style? They will know when you haven’t done your homework—and it will make them want to “ghost” on you fast.
Get to know the person receiving your pitch by checking out their social media presence. Do they engage their followers? See if you can strike up a light conversation over a tweet or post. Are they attending networking events? Try to meet them in person. (Warning: Coming on too strong is disastrous in love and in media. Definitely keep it light).
But also ask yourself: Are they a good match for ME? While it may be tempting to throw yourself at every reporter, producer, booker or editor who comes your way, that plan can backfire in the long run. If all goes according to plan, this is the start of something ongoing—better to be single than entangled in a bad romance.
Make Yourself Irresistible
If you want to get rejected by the hot girl, ramble on about her looks while you ask her out. Likewise, the media knows it’s sexy—and it doesn’t want you to use it for its body.
Another surefire way to get rejected? Toot your own horn so much, you compose a symphony to your greatness. Confidence is hot, but narcissism is a real turn-off.
The key to being irresistible is simple: Be a giver, not a taker. If you want to woo the media, you’ve got to sell yourself as an attentive partner. Always link your pitch back to the audience: Why should those people care? How can you help them? How will your expertise transform their life? Show the editor or producer that you get what they do and you’re here to offer your help—not to use their platform, love ‘em and leave ‘em.
Sweep Them Off Their Feet
Picture this: You’ve just cancelled a date because you caught a monster flu. You’re a little bummed, but you were only lukewarm about the date in the first place. Thirty minutes later, the doorbell rings. You open the door and find a care package of chicken noodle soup, emergenc-C, tea, and a “Get Well Soon” card from your date. And just like that, things start heating up.
If you want to sweep the media off its feet, be the producer or editor’s hero. Don’t just figure out what they need—give it to them when they need it most.
The media needs pieces that link back to the top trending hashtags. If you’re a parenting expert, the Grammys would be the perfect moment to pitch a story on how celebrity feminists like Beyonce are changing the way our culture views motherhood. If you’re a constitutional lawyer, start drafting that pitch on what will happen next with Trump’s travel ban. Do the producer or editor’s work for them—they’ll thank you for it.