An Audio Ezine

Vol. 1 Number 9 - December 27, 2001
Editor: George McKenzie
Copyright 2001 by George McKenzie


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1. Quick Media Marketing Tip

2. Advanced Media Marketing Article
(Beginners should read this too)

3. SOUND ADVICE-Kevin Donlin of Guaranteed Marketing talks about
THE critical factor in making a sale--online or offline.

4. All Star Articles-Links To Some Of The Best Marketing Articles
On The Net

5. Resource Review: Terry Dean's "Net Breakthroughs"

6. Radio Show topics for this week..."Ask Sam" and "Surfsaver"

7. Quotes & Humor;

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1. Quick Media Marketing Tip

From Joan Stewart "The Publicity Hound"

When I spoke recently to the Chicago chapter of the
Institute of Management Consultants, marketing expert
Elliott Black passed along an excellent tip that can be used
by anyone who sends contact information on their experts to
the local and national media.

Elliott says that when his marketing firm sends the media a
Rolodex card listing a client who is an expert, he actually
sends two cards. One card has the expert's name at the top
and can be filed under the expert's last name. The second
card has the topic, or area of expertise. That way,
reporters who can't remember the expert's last name can
simply check their files by topic. I think that's a smart,
inexpensive idea.

Joan Stewart has authored a series of 37 "Special Reports" that
are a "must have" for anyone seeking free publicity from the
media. These reports are single-spaced, at least five pages
long, and go into incredible depth on each topic. Learn more
by going to

You can also sign up for Joan's information-packed newsletter
by going to her website at

2. Advanced Media Marketing Article

Sell The Story--Not The Store!

Excerpted from George McKenzie's Ebook, "Going Public: 10 Ways
To Use The Mass Media For Free Advertising, Internet Marketing,
And Website Promotion."

Imagine yourself sitting down in a meeting room to listen to a
presentation by a speaker.

The speaker begins by saying. "Statistics show" and then proceeds
to prattle off a list of figures aimed at making a point. Before
long, though, you’ll probably be thinking about all the other
places you’d rather be.

Now imagine that the speaker begins by saying "Once upon a time"

You automatically start paying attention because you know you’re
about to hear a story.

People love stories. And they’ll stop what they’re doing if they
think they’re going to hear a good one.

The greatest teachers of all time have taught their lessons
through stories, anecdotes, examples. Even parables.

And you’ll start getting loads of free publicity from the media
if you understand that they’re really in the storytelling

Joan Stewart is a former newspaper reporter and editor with more
than 20 years experience. She says that during her career, she
got hundreds of calls from people saying, in so many words,
"Cover me, pay attention to me, give me publicity."

Of course, what they really wanted was free advertising for some
product they were selling. And when Joan would ask, politely of
course, why the public would want to know more about it, they’d
launch into details about how wonderful their product was and all
the features it offered.

Among professional sales people, this is called "selling features
instead of benefits."

Among news decision-makers this is called, selling the store, not
the story.

In other words, people who want publicity often try to sell their
product (the store), when they should be trying to sell a story
connected to their product.

Getting media coverage on any given day is something of a
crapshoot. But you’ll increase your chances enormously if you
offer the media stories that contain one or more of the following

*They’re controversial and/or timely.
*They raise eyebrows.
*They affect large numbers of people.
*They deal with pocketbook issues.
*They feature dogs and kids.
*They show David beating Goliath.
*They highlight milestones, records, and firsts.
*They introduce new ideas and technologies.

When I worked as a TV anchor at KMSP TV in the Twin Cities in the
late 70’s, one of our competitors, WCCO, ran a great promotion
campaign that I’ve never forgotten because it reduced the nature
of news to its essence.

They boasted, "We tell you what you need to know, and what you
like to know."

When you’re pitching an idea to someone in the media, ask
yourself "Why is this something people need to know or would
like to know?"

If you have a good answer to that question, you'll find it easy
to "sell the story, not the store" to news decision-makers. And
when you accomplish that, they'll get that story on the air or in
print--where thousands of potential customers will see it.

=========================SPONSOR MESSAGE=========================

From George McKenzie, Publisher of "Get Free Publicity"

"Going Public: 10 Ways To Use The Mass Media For Free
Advertising, Internet Marketing, And Website Promotion" has
generated some enthusiastic reviews in the two weeks it's been

I wrote "Going Public" to help business owners, professionals,
and internet marketers get thousands of dollars worth of free
advertising--the type of advertising that carries an implied
third-party endorsement from the media that's more believable,
powerful, productive, and profitable than anything money can

Well-known internet marketer Tom Antion had this to say about
about "Going Public."

"You have exploded the myth that getting mountains of free
advertising and publicity can only be done by media gurus and
public relations wizards. Best of all, you've given everyone
access directly to media decision makers--the people who actually
control what goes on the air and into print--and who gets
thousands of dollars worth of FREE media coverage.

Anyone who follows the steps and strategies you spell out in
"Going Public" can't help but benefit from a flood of media
attention that will generate a lot more customers--and more

For more information about "Going Public: 10 Ways To Use The Mass
Media For Free Advertising, Internet Marketing, And Website
Promotion" go to


4. SOUND ADVICE--From Our Audio Library

Kevin Donlin has build a thriving business based on using
email and autoresponders to stay in touch with clients and
prospects. In this interview, which aired on our radio show
12/22/01, he explains how he has used the vast (and mostly free)
resources of the internet to build credibility and spread the
word about his services. To listen, go to

Visit Kevin's websites:

Eight Secrets Of $100,000 Home Business Owners

Guaranteed Marketing Academy

5. ALL STAR ARTICLES-Links To Some Of The Best
Marketing Articles On The Net

Here are some of the top marketing articles that have appeared
recently in other ezines.

To obtain a plain text copy of one of the following articles,
send a blank email to the address listed.

Make Recruiting A Marketing And Publicity Event
by Joan Stewart

How To Write A Top 10 List That Gets Media Attention
by Jeff Justice

Stress Benefits, Not Features, In Your Copywriting
by Terry Dean

These and many other articles are posted on our website at

===================SPONSOR MESSAGE===============================

Ezine Marketing Machine. by Rick Beneteau If you don't have
much money to spend promoting your business or if you're sick and
tired of wasting time and money on gimmicks that don't work (like
bulk email, free-for-all link sites, classified ads and so
forth), then this site will be a tremendous resource.

. 30 Second Resource Review

Terry Dean's "Net Breakthroughs"

My friend Tom Antion (who has enjoyed quite a bit of success
marketing on the internet himself) likes to say this:

"If you want financial advice, you don't go to someone who's
driving a used Pinto. And if you want advice about selling on
the internet, you don't go to someone who's never done it."

Terry Dean has done it.

Terry has sold hundreds of thousands of dollars worth of
products and services on the internet. His "Net Breakthroughs"
newsletter spells out how he did it.

This is not "egghead" stuff, with a lot of theory and concept.

Terry provides specific marketing details like:

An ad diary. He tells you what he spent for advertising, and
what the return was on that investment...

Video Training. You can download videos to see and hear how to
market online...

Live consulting through a weekly online chat room...

An internet marketing rolodex which contains Terry's favorite
and most profitable Internet resources and is updated every
month with brand new web site links.

If your do any of your marketing on the internet, Terry Dean's
"Net Breakthroughs" will save you time and money by showing
you what works and what doesn't--based on Terry's own real-
life, everyday experience.

Rating: Excellent

To go to Terry's "Net Breakthroughs" home page, click on

. Other Resources

These are some of the resources that have been most helpful to
us in building on online presence:

"Click" by Tom Antion. EBook. A "gotta-have-it" guide for
internet marketers.

Internet Marketing Course-Cory Rudl

"The Amazing Formula"

Postmaster General-the listserver we use:

But THE ONE RESOURCE that has made the biggest impact on our

A shopping cart and automation system so simple even I figured
out how to do it. Autoresponders, client database, coupon and
ad tracking, this system has everything. If you're serious
about doing business on the net, DEFINITELY check this program


==================SPONSOR MESSAGE===============================

If you have a web site or you've been thinking about putting
one up, here's an action kit that can save you a ton of
time, money and energy.

It contains tutorials and instructions for all the things
you need to know. You will find it by going to:

7. Radio Show Topics

Are you a techno geek? Or are you more "techno-meek?"

Either way, you'll learn how to make better use of the internet
by tuning into our new radio show every Saturday afternoon.

Our program is called Roadrunner Radio. It's named for the
program's major sponsor, Roadrunner Highspeed Online, which is a
Time Warner-owned ISP in South Texas.

I co-host the program with Darrin Schroeder, a former software
executive. He's the techno-geek. I'm the "techno-meek."

This week we'll spotlight "Ask Sam" an internet search tool
that's different from your average search engine. Also
"SurfSaver," which allows you to save, organize, and search
your favorite internet pages. "Surfsaver" goes WAY beyond
"bookmarking" pages or adding them to your "favorites" list.

The show is webcast and can be heard this Saturday afternoon,
2:00 PM Central (USA) at http://www.klup.com.

You can also check us out at
Past shows are archived there too.

8. Quotes and Attempts at Humor

T'is the season to visit your house of worship. Hopefully, none
of the following linguistic faux pas' (taken from actual church
bulletins) gave you a chuckle this holiday season.

1. Don't let worry kill you - let the church help.

2. Thursday night - Potluck supper. Prayer and medication to

3. Remember in prayer the many who are sick of our church and

4. For those of you who have children and don't know it, we have
a nursery downstairs.

5. The rosebud on the alter this morning is to announce the birth
of David Alan Belzer, the sin of Rev. and Mrs. Julius Belzer.

6. This afternoon there will be a meeting in the South and North
ends of the church. Children will be baptized at both ends.

7. Tuesday at 4:00 PM there will be an ice cream social. All
ladies giving milk will please come early.

8. Thursday at 5:00 PM there will be a meeting of the Little
Mothers Club. All ladies wishing to be "Little Mothers"
will meet with the Pastor in his study.

9. This being Easter Sunday, we will ask Mrs. Lewis to come
forward and lay an egg on the altar.

10. The ladies of the church have cast off clothing of every
kind. They can be seen in the church basement Saturday.

11. A bean supper well be held on Tuesday evening in the church
hall. Music will follow.

12. With a smile on his face, the pastor listened as the church
choir sang the traditional hymn, "How Great Thou Art", as the
rather large casket of the over 500 pound parishioner was
wheeled out of the church.

13. Weight Watchers will meet at 7:00 pm at the First
Presbyterian Church. Please use the large double door at the
side entrance.

14. The Associate minister unveiled the church's new tithing
campaign slogan last Sunday - "I upped my pledge - up yours!"

15. Today, Christian Youth Fellowship House Sexuality Course,
1pm-8pm. Please park in the rear parking lot for this activity.

16. Low Self-Esteem Support Group will meet Thursday at 7 to
8:30 p.m. Please use the back door.

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We have many articles available for reprint in your
publication, company newsletter, etc. You may use
articles that you see in this ezine. Back issues
can be viewed at

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