Free Publicity Ron Douglas Simpleology

8/13/2019 Free Publicity Ron Douglas Simpleology

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Free Publicity-Ron Douglas

Lisa: Hello, everybody. This is Lisa Robin Young, one of

your i!"leology #oaches.

Today$s to"ic is %oo&s and

%u'', (ith our s"ecial guest, bestselling author and

coo&ing sensation, Ron Douglas, fro! reci"esecrets.net

)o(, before * give Ron a for!al introduction let !e

re!ind you that all of these bonus calls and a ton of

other great content are inside your +eb coc&"it.

ach

of these to"ics is designed to su""le!ent our core

curriculu!.

This is (here you co!e (hen you getstuc&, (hen you need a little etra ins"iration or

ho(-to, or (ant a shot in the ar! to get you bac& in

the ga!e fast.

s al(ays, it is the core curriculu!

of the coaching "rogra!, i!"leology at the /00 and

the 100 level that lay the foundation of everything (e

tal& about in these bonus calls.

o our goal (ith all

the training and coaching that (e are "roviding to youis to hel" you achieve success on your ter!s.

Re!e!ber the vision that you$ve been holding to create

a business that runs itself so that you can live the

life of your drea!s.

)o( you have a road!a" that

sho(s you eactly ho( to get there and you have the

"o(er to connect (ith each other and forge alliances

in the foru!s that (ill hel" you gro( your business,

as (ell as unli!ited e!ail su""ort and access to the

coaches in a (ay that is uni2ue in the coachingindustry.

)o( (hen (e tal& about building a 2uality list that

you can !ar&et to, (e say you &no(,

3The !oney is in

the list.4 +ell, the !oney is in the res"onsive list

and Ron Douglas has created 5ust that (ith coo&boo&s,


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of all things.

Ron is the bestselling author of

Americas Most Wanted Recipes, and has actually(ritten, * believe, five boo&s, but here are the t(o

things that !a&e his story very fascinating to !e and(hy * (anted to bring hi! to you6 first he$s self

"ublished and sold over 70,000 co"ies of his e%oo&s

before they (ere "ic&ed u" by a !a5or "ublishing

house.

That is "retty i!"ressive.

econd, he (as incredibly successful in the cor"orate

(orld before he too& the "lunge into *nternet

!ar&eting because he (anted to be a stay at ho!e dadto his t(o s!all children.

*n fact, Ron credits

*nternet !ar&eting (ith saving his fa!ily, (hich is a

story after !y o(n heart.

)o( today Ron is going to share his ins"iring story

and (e are also going to get the ho(-to behind the

!ore than 87 !illion in free advertising Ron earned

fro! !a5or !edia to "ro!ote his boo&s and gro( his

business to the "oint that he could offer 9ichele

ba!a a 8/ !illion for her fa!ily reci"es.

o grab your "encils, your noteboo&s,

a cool drin& of

(ater, and 5oin !e in (elco!ing Ron Douglas to the

call.

Ron, (elco!e.

Ron: Lisa than&s for having !e on. *t is a "leasure to

tal& (ith you.

Lisa: )o( you$re actually a trans"lant fro! +all treet,

right;


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#an you share (ith us this fascinating story

of ho( you 5u!"ed shi" fro! the stoc& !ar&et to the

&itchen;

Ron: Yeah, * (or&ed at

:00 ".!. and (as barely ableto see !y?s"end any ti!e (ith !y &ids.

nd the best

"art of !y day (as actually co!ing ho!e and hearing !y

daughter say, 3Daddy$s ho!e@4 That (as (hat * loo&ed

for(ard to every day.

ne * 5ust decided that you &no(, *$! going to be ho!e

all the ti!e (ith you, * (as going to s"end as !uch

ti!e (ith !y &ids as * (anted to.

* (as really an

entre"reneur stuc& in a cor"oration due to the need to

"ay !y rent and "ay !y bills.

o you &no(, * (ould

(or& there during the day and then * (ould (or& on !y

business "art ti!e and on the (ee&ends and it got to

the "oint (here * (as !a&ing the sa!e a!ount fro! !y

business as * (as for !y 5ob.%ut it (as really

difficult to leave a si figure 5ob, es"ecially (hen *

had a (ife and t(o &ids at ho!e.

o on !y (all in !y des& at (or& there (as a Post-*t


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note and on that Post-*t note it said, 3February

100=.4

nd that (as the date, no !atter (hat

ha""ened, that * "ro!ised !yself * (as going to leave

the 5ob and ta&e the "lunge and (or& for !yself.

very day * (ould go to (or& and * (ould see that

Post-*t note and no one else &ne( (hat it !eant, but

it (as right there on !y des& every day.

ventually, * guess they got the vibe that * (asn$t

into it as !uch, * actually had an e!"loyee (or&ing

for !e and * had an outsource tea! (or&ing for !e and

* (ould "retty !uch give the! tas&s to do right fro!

!y des& at the 5ob.ventually they caught on and did

!e a huge favor and let !e go early, so


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fro! cor"orate to ta&ing o(nershi" of their thing;

Ron: * can tell you this6

it is a scary thing and leaving a

steady "aychec& and 5ust being on your o(n and being

/00B res"onsible for your o(n !oney, even if you$re

!a&ing !oney (ith your business, there is no guarantee

and it is al(ays a scary thing.

%ut if you really thin& about it, it is actually !ore

ris&y (or&ing for so!eone else.

You &no( the

une!"loy!ent rate in the C.. is >.7B and * !ean theycould 5ust let you go at any ti!e.

#o!"anies are

cutting bac&, cutting e"enses, so really, if you

don$t have that Plan %, it is !ore ris&y 5ust having a

5ob alone.

*t is less ris&y if you are building u" an

asset in ter!s of a business on your o(n.

o (hat you really (ant to do is you (ant to build u"

your business "art ti!e and !a&e steady !oney before

you ta&e the "lunge and having that steady !oney

co!ing in relieves a lot of the stress of giving u"

that steady "aychec& fro! your 5ob.

%ecause stress

can really &ill you6 it is li&e the nu!ber one cause

of health "roble!s in this country and you (ant to

avoid that.

+hat you (ant to do is build u" assets for the longter!, es"ecially a custo!er e!ail list6

a steady

strea! of !oney co!ing in, you have custo!ers fro! an

e!ail list that you can "ro!ote additional "roducts

and you &no( you have that asset there, that is your

!ain asset.


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You also (ant to build u" your net(or&,

"ossibly affiliate "artners (ho !ay "ro!ote your

"roduct, outsource (or&ers, designers, (riters,

coders.

You (ant to have a net(or& of "eo"le (here

you can 5ust launch ne( "ro5ects and ne( sites and ne(

"roducts and 5ust get it out there efficiently.

nd you (ant to focus on develo"ing so!e ty"e of

"assive inco!e.

The (ay * did it * had a !e!bershi"

site (here * had recurring billing and * (ould get

!oney fro! custo!ers each !onth. Having that stable

inco!e is li&e the best thing you can do for your

business.

lso * had a steady a!ount of trafficco!ing in fro! !y !e!ber$s foru! on the site and they

(ould create user generated content on the site and

that user generated content (ould get indeed in the

search engines and it (ould bring !ore traffic to the

site and * (as eventually able to sign a cou"le of

advertising deals on the site, (here * (ould get "aid

fro! the advertisers each !onth.

o 5ust having that ty"e of steady inco!e co!ing in

!a&es it a lot easier to !a&e the transition.

Lisa: reat ti" and guys, * (ant you to hear (hat he is

saying.

He is saying have so!e stability, have a ga!e

"lan.

That is one of the things that (e tal& about in

the coaching "rogra! and it is built right into

i!"leology6 (hat is the "heno!enon of stability and

ho( are you serving that, ho( are you !eeting that in

your life.%ecause of instability you start to do

things that !ay not be so s!art, either out of

des"eration or out of frustration or confusion.

o

Ron is giving you guys a very stable "oint to


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reference fro!.

He$s saying, &ee" doing (hat you$re

doing, "lant the seeds, and start (or&ing that (ay.

nd * totally agree (ith hi! on this.

9y husband (or&s a regular >-7 5ob, you &no( cor"orate

!erica, he is a che!ist, and he does sa!"les and

things li&e that.

%ut three ti!es in the last year

they have cut his hours and then reinstated the!, cut

his hours and then reinstated the!.

o he thought he

had a stable, consistent "aychec& and he didn$t.

*, on the other hand, a! (or&ing fro! ho!e and * &no(that !y cash flo( is going to go u" and do(n fro! one

!onth to the net, so * have already "lanned and

budgeted and !ade arrange!ents for that.

He hasn$t

because he (as e"ecting the sa!e "aychec& !onth in

and !onth out, !onth in and !onth out, because he (as

"unching in.

nd you never &no( because cor"orate !erica is o(ned

by entre"reneurs so!e(here along the line 5ust li&e (e

are entre"reneurs.

%ig cor"orate !erican co!"anies,

big, gigantic !ulti-national conglo!erates still have

shareholders, "eo"le that o(n those co!"anies, and

(ant to see it do (ell and (ant to see it turn a

"rofit and the do(nside to cor"orate !erica,

if you

(ill, and not that * a! anti-cor"orate,

but 5ust tosay this is that they have to be !ore concerned about

being "rofitable so that !eans they are going to ta&e

advantage of outsourcing to foreign countries and

things li&e that.

+hich !eans your 5ob isn$t as


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stable and secure as it once (as.

That loyalty factor

has changed dra!atically in the last?(ell, in the last

century, let$s be honest.

*n the last fe( years,

es"ecially, it has been a big overhaul in the (hole

cor"orate structure.

o (hat Ron is tal&ing about here is really about

giving yourself so!e stability and yourself control.

+hen you are creating an asset, a list, a "roduct,

those &inds of things, you have the control.

o let$s loo& at ho( you did this, Ron, because your

e!ail list has over 100,000 subscribers, if !y !e!ory

serves correction.

You a!assed an a!a'ing a!ount of

free "ublicity for your first boo&. Ho( did all of

that co!e about;

Ron: Right, (ell * thin& * found a great angle for a

"roduct early on6 a great niche or a great sub-niche

(ithin a very "o"ular !ass !ar&et.

+hat * (as selling

initially and (hat really too& off for !e (as selling

a coo&boo& featuring restaurant reci"es or co"ycat

restaurant reci"es.

o "eo"le (ho (ant to &no( ho( to

!a&e their favorite dishes fro! chain restaurants li&e

the live arden, Red Lobster, #heese #a&e Factory,

T* Friday$s, they (ould co!e to !y site and end u"buying !y coo&boo& to get these co"ycat reci"es so

they could actually save !oney by !a&ing these dishes

at ho!e and have a lot of fun getting &udos fro! their

friends (hen they co!"ared their version against the

restaurant$s.


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o that (as a really "o"ular niche and if you thin&

about it it$s 5ust the sub-niche of the etre!ely

"o"ular restaurant and coo&ing niche online, coo&ing

!ar&et, rather. o (hat * (as able to do is * created

a coo&boo& for it, and * started trying to get

"ublicity for it and * started trying to get a boo&

deal for it. o eventually (e (ere self-"ublishing

these boo&s on our site, (e had an affiliate "rogra!,

(e had an e%oo& version on #lic&ban& and that (as li&e

the nu!ber one "roduct in the coo&ing category in

#lic&ban& for !any years.

+e (ere getting a lot of

traffic fro! affiliates "ro!oting our "roduct, (e (ereactively recruiting affiliates, as (ell, to co!e in

and "ro!ote it and being a !ar&et that (as a sub-niche

of &ind of li&e of a !ass !ar&et, (e (ere able to find

a lot of sites that (ould "ro!ote for us6 a lot of

coo&ing blogs, a lot of reci"e ne(sletters and things

li&e that. They (ere al(ays loo&ing for a ne( angle

and so!ething that (ould sell and (e gave the! secret

reci"es, it (asn$t generic, it (as secret reci"es that

you can$t find any(here else. o that (as a good

selling "oint.

+ith the traffic (e (ere getting and the "o"ularity of

the "roduct (e (ere able to build a huge e!ail list

5ust by giving out free sa!"le reci"es to those (ho

didn$t buy the "roduct, (ho (ould visit the site and

not buy.

*f you have a great sales "age (ith a 7B conversion or

so, >7B of those "eo"le aren$t buying, they are 5ust

leaving your site. o (hat you (ant to do is give

the! so!ething for free 5ust to get their e!ail

address so that you have another o""ortunity to

convince the! (hy they should buy. nd also to sell


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the! other related "roducts, and any "roduct you

launch, by having an e!ail list no( you have a

"latfor! of distribution and a (ay of contacting

"eo"le and an instant (ay of getting traffic and that

is the "o(er of having an e!ail list.

+hat is also i!"ortant is having a relationshi" (ith

that e!ail list. +hatever those "eo"le signed u" to

get, you (ant to !a&e sure they have a good

e"erience, they get eactly (hat they signed u" for

and you (ant to be consistent (ith your co!!unications

(ith the!, (ith your e!ails going out.

You (ant toshare a bit of yourself, let the! get to &no( you, let

the! get to &no( (hy you are an e"ert and &ee" giving

the! (hat they signed u" for. *f you do that you can

build a relationshi" (ith those "eo"le on our list.

o all in all (e ended u" selling over 70,000 boo&s,

bet(een boo&s and e%oo&s self-"ublished and a friend

of !ine (as actually a literary agent so (e got hi! to

start "itching the boo& idea to different "ublishing

houses and * thin& the recession actually hel"ed !e,

as (ell, because * (as telling "eo"le ho( to save

!oney by !a&ing food at ho!e. o it (as really the

right "lace at the right ti!e.

Three !onths after (e started "itching this to

"ublishing houses (e got a deal fro! i!on and

chuster. * signed a deal (ith the!, * got a si

figure advance, and you &no(, fro! there it really5ust too& off.

+e started getting !edia a""earances

to "ro!ote the boo& and one of the stories that really

caught fire (as (e got into The New York Post for our

EF# co"ycat reci"e. The big ne(s headline (as that (e


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t(o6 one to leverage so!ething that is already out

there, but &ind of the "art t(o to that is finding the

angle. %ecause the "ress doesn$t (ant, you &no( here

is another "roduct, here is another entre"reneur.

They (ant the angle and (hen * (as doing the "ress

lead u" for the event that (e are doing this (ee&, you

&no( that (as a big deal. +e had to find the right

angle or "eo"le 5ust (ouldn$t "ic& u" the story. +e

are going to tal& a little bit !ore about that as (e

go on.

* have so!e 2uestions about "ublicity that *$! sure

our listeners have, as (ell. You had a boo& and you

had a "ublisher and that hel"ed. Do (e need to have aboo& to get this &ind of "ublicity or are there

o"tions for the rest of us;

Ron: +ell, you don$t necessarily need to have a boo& to get

"ublicity, but a lot of "eo"le out there that don$t

have boo&s and they get "ublicity all the ti!e. 9y

feeling is it is really the easiest (ay to establish

yourself as a sub5ect !atter e"ert if you have a

boo&. * !ean "eo"le &ind of auto!atically dee! you,

o&ay, this guy is the e"ert because he (rote a boo&

on the sub5ect. The !edia needs that6

they need

e"erts. The (orst thing for so!eone in the !edia or

a re"orter is for so!eone else in the !edia to say,

you &no( the story (as (rong, this guy didn$t &no(

(hat he (as tal&ing about, the facts are (rong.

o

they (ant to have their facts straight and they (ant

to have e"erts &ind of validate the story or else

"eo"le loo& at the! li&e you &no( (hy did you "ut this

guy on; nd that is the (orst thing for the!.


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o if you are an e"ert and there are other (ays to be

an e"ert. * !ean if you are a certified

"rofessional, li&e if you are a doctor, or a

nutritionist or have so!e &ind of certification that

"roves you are an e"ert or if you have acco!"lished

certain nu!ber of goals or (hatever that establishes

you as an e"ert, then sure, but the easiest (ay to do

that for so!eone (ho is not certified or hasn$t gone

to school for 10 years is to (rite a boo&. nd

(riting a boo& is not as difficult as it see!s.

ll

you really need is /7 !ain "oints and /0 "ages for

each and you have a /70 "age boo&. +ith the

technology and the o""ortunities and resourcesavailable today, such as finding ghost(riters,

outsourcing, finding freelancers (ho (ill do the ty"e

setting and editing and everything you really need to

get done, is available online.

Peo"le are 5ust

(aiting there "atiently there for you to as& the! to

do it. There are freelancers all over (ho are

e"erienced and really good at (hat they do.

* !ean (riting a boo&, if you don$t (ant to (rite it

yourself, all you have to do is do an intervie( (ith a

ghost(riter, cover all of your !ain "oints recorded,

and then let the! ta&e that infor!ation and (rite the

boo& for you. You could self-"ublish it, you could

"ut it on !a'on.co!, you could use a service called

#reate"ace.co! (hich allo(s you to easily u"load your

!anuscri"t, and it does a lot of the boo& for!attingfor you. *t can even give you a cover for your boo&

and assigns *P) nu!ber, it co"yrights it, everything

you need to get done, you can do right on

#reate"ace.co!, u"load it and they (ill "ut it on

!a'on.co! (ithin a (ee&. o you can be in business

and self-"ublished.


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* have a friend that does /0 boo&s a !onth and "uts it

on !a'on.co! and he !a&es a lot of !oney doing that.

Printing a boo&, "ublishing a boo& is not as difficult

as it used to be. Really it is the easiest (ay to get

"ublicity and to get credibility, as (ell. nd it

also hel"s (ith things that you are selling on your

site. *f you can call yourself the author of this

title that adds a lot of credibility (hen you are

trying to sell other "roducts and (hen you are trying

do business (ith custo!ers. *f they &no( you are an

author, it auto!atically adds credibility to

everything you do.

Lisa: nd *$! glad you !entioned #reate"ace.co! because

there are a lot of "eo"le (ho are li&e, yeah *$ve

heard about self-"ublishing, but you &no( can$t self"ublish

and be on !a'on.co!.

+hen * (as going

through your e%oo& on "ublicity you !ention

#reate"ace.co! and *$! li&e, 3*$ve never heard of

this.4 * (ent there and * (as li&e, 3h,4 because it

is connected to !a'on.co! and they do "ut the boo&s

on !a'on.co! and it (as so!ething * didn$t even &no(

about. o no( *$! !a&ing the transition to !oving all

of !y boo&s over there because *$ve (anted to be on

!a'on.co! and guys, there are great strategies out

there to !ar&et yourself and !ar&et your boo&.

+e did an audio (ith, oh his na!e is going to esca"e

!e no(, regg Dus(ald and he tal&s about getting your

boo& out there and on the !ar&et very 2uic&ly and ho(you can use it as a !ar&eting tool, rather than a

!oney !a&er. Ron is doing both6 he is using it as a

na!e generator and a !oney !a&er. *f you can do

double duty, that is great.


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%ut 9ar&$s "rogra! on beco!ing a bestselling author is

still a fabulous tool that you guys can use once you

have that boo& created. o don$t (rite that off as a

"ossibility. *t absolutely is a great o""ortunity to

establish your credibility and your authority very

2uic&ly in a given !ar&et"lace.

%ut that begs the 2uestion, Ron, because you had said

you had a literary agent friend. Do (e need to (or&

(ith a "ublicist; Do (e have to be luc&y and !eet the

right "erson to have the &ind of success that you did;

Ron: +ell, no, you don$t. * !ean it hel"s if you have

so!ebody that you &no( that has contacts. * had a

both a "ublicist and a literary agents (ho had

contacts. * !ean that is the real value added forhiring an agent is their contacts. %ut other than

that you can !a&e your o(n contacts, you can send out

"ress releases, you can see (hat "ress releases have

(or&ed (ell for other "eo"le.

* have so!e sa!"le "ress releases and actually the

eact "ress releases that (e use in our ca!"aign, and

* !a&e that "art of !y "roduct at

Publishercade!y.co!. %ut * !ean it$s 5ust a !atter

of finding the right angle for a story and having

so!ething that is ne(s(orthy and 5ust contacting the

!edia or hiring so!ebody to send out nu!ber of "ress

releases a (ee& and being active in getting your story

out there. You never &no(, you !ight hit the right

re"orter at the right ti!e (ith the right story and

you get on.

*t is being done all the ti!e6 not everybody you see

in the ne(s actually has a "ublicist that they "ay and

not every "erson that you see (ith a boo& had a

literary agent. %ut it does !a&e it a lot easier to


16/28

do. nd (ith getting a boo&, so!e "ublishers (on$t?

they (ant to have a literary agent &ind of screen the

boo& idea before it co!es to the!. o there isn$t

anybody saying you can$t hire so!eone on your o(n

staff and say that they are your literary agent and

have the! a""roach "ublishers as the agent for this

"articular author.

Lisa: reat. reat ideas, guys. o let$s &ind of get into

a little bit about creating a "ublicity bu'', because

a lot of our guys are do it yourselfers or they are

5ust getting started and so a "ublicist or literary

agent !ight be a little bit out of their reach right

no(.

+hat are so!e things that a beginner can do to start

creating that "ublicity bu'' for their boo& or their

business;

Ron: Right, (ell (e s"o&e about so!e of the! already6 you

(ant to focus on a !ar&et that has !ass a""eal that

"eo"le (ant to &no( about on a !ass level that could

!a&e the ne(s. The best (ay to find a to"ic (ithin

that !ass !ar&et is to create li&e a sub-niche (ithin

that !ar&et. For instance, li&e * !entioned, coo&ing

(as the !ar&et and restaurant reci"es (as the subniche.

)o( fitness could be the !ar&et and ho( to get a si

"ac& abs could be the sub-niche.

%ut if you thin&

about it, the sub-niche, the ho( to get si "ac& abs(ould a""eal to everybody (ithin the fitness, overall

fitness !ass !ar&et. o that is the (hole thing about

finding a sub-niche (ithin a !ass !ar&et because you

al(ays have a huge a""eal to everybody (ithin that

!ar&et.


17/28

Li&e * !entioned also, you could (rite a boo& to

establish credibility or do so!ething else.

You need

to try and find things that you can do to add to your

resu!e to establish yourself as an e"ert, es"ecially

if you don$t have a boo& about it. There are !any

different things you could do.

Li&e * &no( a

co"y(riter (ho (ent to one of the !ain *nternet

!ar&eting foru!s and 5ust offered to do co"y(riting

and !ade a big story out of it saying he (as going to

do 70 co"y(riting 5obs in a !onth for 8/00 each. He

5ust "ut that out there and "eo"le (ere 5ust actively

(atching hi! to see if he could actually do it and tosee the 2uality of his (or&. Then clients (ere !ore

than ha""y to 5u!" on that for 8/00. )o(, all of a

sudden by sacrificing that !onth to do that, no( he

has established hi!self as a co"y(riter and no(

everybody &no(s about hi!.

tuff li&e that you can do 5ust to establish your

brand in the !ar&et"lace. Do so!ething etre!e, do

so!ething li&e sacrifice a !onth or t(o 5ust to get

your na!e out there and you (ill be sur"rised at ho(

your business can ta&e off and ho( that can establish

credibility for yourself.

lso you (ant to find an angle for a story, a good

angle that is !edia (orthy. Li&e * said before, one

of the (ays to do it is to leverage a story that is

hot in the !edia or associate yourself (ith so!ething

that is already fa!ous.o!e of the other (ays you

can do it is to dis"el a co!!on belief. ne of the

ea!"les * sa( recently (ith the (hole %P oil disaster

in the ulf #oast and everybody (as tal&ing about the

beaches are ruined all over.


18/28

ne guy (as re"resenting

the local hotels in Destin, Florida and he had a

regular video going out to sho( that the beaches (ere

o&ay in that area. +hat that did (as "eo"le (ere

curious to &no(, are the beaches ruined li&e they (ere

saying in the !edia. He (as dis"elling that co!!on

belief and sho(ing his video.

He got on a lot of

different ne(s "rogra!s 5ust to sho(, this is a !yth,

the beaches are fine and he generated a lot of

business for the local hotels because "eo"le (ere

seeing that and saying o&ay, (e don$t have to avoid

this area because the beaches are 5ust fine. That is

one (ay 5ust to find (hat is hot in the ne(s anddis"el a !yth and get !edia e"osure that (ay.

Lisa: nother idea that * (ould thro( out to you guys

listening and it is an ea!"le very close to the

i!"leology fa!ily.

o!e of you !ay re!e!ber To!!y

Enutson (as running barefoot across the Cnited tates.

This is an ea!"le of doing so!ething that is not

necessarily tied to your business to generate that

&ind of "ublicity.

He (as running barefoot to raise

funds a cause that he su""orted, (hich (as ho!eless

teenagers in the Cnited tates, ho!eless &ids. He got

a lot of coverage and conversation both online and off

about the (or& that he (as doing and then he connected

it to his business and said, 3Hey, *$! going to be

doing this "ro5ect and *$! going to launch this if you

guys su""ort this ne( foundation that *$! creating.4o it (as another (ay to (or& an angle for his

business but it didn$t start out that (ay6 it started

out as hi! 5ust trying to su""ort an a!a'ing cause and

so!ething that he really believed in.


19/28

o there are lots of different (ays that you guys can

get recognition, "ublicity, "ress and the idea is to

5ust get "eo"le tal&ing about you to the "oint (here

they$re not 5ust tal&ing, they are ta&ing action6 they

are co!ing to your site, they are learning about (ho

you are.

*n Ron$s case, they are signing u" for those reci"es

and building a list that is hundreds of thousands

strong for hi! and that is the (hole cru of (hat

(e$re trying to tal& about here today.

You actually, and you &ind of alluded to it a little

bit earlier, but you actually created a guide to hel"

"eo"le generate "ublicity for the!selves. #an youtell us a little bit !ore about that and tell our

listeners (here they can go to learn !ore about your

story;

Ron: Right, right. +ell, * (as loo&ing at all the

"ublicity that *$ve gotten and if you actually ta&e

the sa!e a!ount of ti!e that * received on air (ith

all the different sho(s and *$ve been onome !hoppin"

Network, Fox # Friends, Fox Business, all the

different Fo "rogra!s,!tudio B. *$ve been on %#,

)%# and *$ve been "retty !uch every(here "ro!oting

this boo&.

*f you loo& at all the !edia attention * got and &ind

of co!"are that (ith (hat it (ould cost you to

advertise the sa!e a!ount of ti!e on your o(n, *

calculated that * got about 87.= !illion (orth of free

advertising. nd advertising fro! the !edia, this isnot even including radio and local ne(s"a"ers and all

that, but there is !ore of a &ind of li&e reco!!ended

ty"e of feel.

ay for instance that you see your favorite ne(s


20/28

re"orter endorsing a "roduct that is (orth !ore to you

than if you 5ust see a co!!ercial for the sa!e

"roduct. o you &no(, advertising cannot co!"are to

the endorse!ent factor, (ith seeing your favorite

re"orter or seeing your favorite colu!nist or

5ournalist doing a story and &ind of li&e validating.

The credibility you receive fro! that is !uch !ore

than advertising. o arguably, the 87.= !illion (as

(orth !uch !ore than (hat it (ould cost you to

advertise the sa!e a!ount of ti!e.

+hat * did (as * (rote a case study that sho(ed

everything that * did fro! the very start to getting

all of the "ublicity, to being self-"ublished, ste" byste" all the stuff that * did and * also did an

intervie( (ith !y "ublicist and literary agent and

&ind of "ic&ed their brains for everything that they

&no(. * include all the "ress releases on the

ca!"aign and * "ut it together and "ac&aged it into a

course and *$! selling that at Publishercade!y.co!.

That is basically (hat * did. * figured * could hel"

"eo"le by sho(ing the! eactly (hat * did and ho( they

can do it, as (ell, and &ind of o"en u" their !inds to

so!e ne( o""ortunities for "ro!oting their business

besides 5ust the regular *nternet !ar&eting channels.

Lisa: nd the thing that * love about (hat Ron has done

because there are a lot of "eo"le (ho are you &no(

!a&ing si, seven, eight figures a year (ho don$t have

the ti!e to share this &ind of infor!ation on this is

ho( * got started, this is ho( * !oved for(ard. nd

if they do, it is "ac&aged in a (ay that co!es across

as 3this is ho( you can !a&e !ore !oney online,4 and

it doesn$t feel genuine.

Ron is (riting the content in the course and it ble(

!e a(ay. * (as learning things and * &no( a lot about

online "ublishing, *$ve been doing it for several

years no(. %ut he (as telling !e things * had no idea


21/28

about that really o"ened !y eyes to ne( (ays * can

hel" get !y net boo& in a bigger (ay to reach the

"eo"le that really need it. %ecause (riting for !e is

&ind of a !ission, it is &ind of "assion to serve

other "eo"le so (hen * sa( Ron$s boo&, * (as li&e this

is 5ust genius. *t is so hel"ful and it$s not a bunch

of, 3Hey, *$! here to tal& about ho( successful * a!

and ho( great * a!.4 *t is ste" by ste", its ideas,

its brainstor!ing6 it$s everything that he (ent

through to get fro! (here he (as to (here he is no(.

nd you can tell 5ust fro! tal&ing (ith hi! 5ust ho(

he feels and he is 5ust a s(eetheart. He really (ants

to hel" "eo"le and it is great. nd so * a! ecited

about having hi! here for that.

o it is Publishercade!y.co!; Publisher is singular,

Publishercade!y.co!, (here you guys can go and learn

!ore about actually all of the classes. You also have

a Ho( To 9a&e and ell Your (n #oo&boo& "rogra! over

there, too, don$t you;

Ron: Yeah, if you are into the coo&ing niche, there is a

"rogra! of ho( to ste" by ste" get your o(n coo&boo&

self-"ublished and also ho( to "ublish (ith a

"ublisher if you (ant to go that route.

Lisa: ee; He$s not about this is co!"etition. That is not

(here he$s at all. He$s li&e, 3You (ant to &no( ho( *

did it; Here$s ho( * did it. nd you can do it,

too.4 * love that, * love that, Ron, about (hat you

do.

Ron: Than& you.

Lisa: * &no( (e$re getting closer to the end of our ti!e

together. #an you give us a fe( do$s and don$ts to

!a&e sure that (e$re i!"le!enting the ho( to, the


22/28

finding the niche, the tal&ing to the "ublishers, to

!a&e sure that (e$re doing that correctly. re there

so!e &ind of guidelines of do$s and don$ts that (e

need to be a(are of;

Ron: Right, do hire so!eone li&e Lisa (ho can tal& about

you as (ell as she did about !e.

Lisa: Than&s@

Ron: Really focus on other$s (ant. lot of "eo"le 5ust

focus on sales and revenue and ho( !uch are they going

to !a&e fro! this.

%ut (hen you focus on (hat other

"eo"le (ant, the !oney co!es (ith it.

o a lot of

"eo"le don$t get that and they focus on o&ay, * have

to !a&e a!ount of !oney, * have to "ay !y bills, *

have to !a&e this and * (ant to be a !illionaire.

That shouldn$t be your focus.

Your focus should be on

(hat can * offer that "eo"le actually (ant. nd that

is the !ain thing that you need to focus on,

es"ecially (ith getting "ublicity and see (hat is out

there, (hat ty"e of stories !a&e for good "ublicity,

good ne(s stories and give "eo"le (hat they (ant.

9a&e sure your story is ne(s(orthy if you (ant to get

"ublicity, !a&e sure that it is ne(s(orthy.

*f you

(ant to get a boo& deal !a&e sure that your boo& isabout so!ething "eo"le (ant to be reading about.

The

title is very i!"ortant and the title should &ind of

be li&e a headline. Li&e if you study co"y(riting,

the headline is su""osed to suc& "eo"le in and !a&e


23/28

the! 5ust have to read !ore.

The sa!e thing (ith your

title of your boo&, or (hatever you are "ublishing6 it

should suc& "eo"le in and !a&e the! say, 3+hat is this

about;4 *$ve seen "eo"le out there (ith very generic

titles and their boo& ends u" on the lo(er shelf

collecting dust because it doesn$t co!!and that

attention.

The other thing is that * alluded to earlier, do

things6 actively do things to build your credibility

and to get your na!e out there and your brand out

there. Don$t be shy about it if you are an e"ert.

You should do things to let "eo"le &no( that listen6*$! the e"ert at this. nd don$t be afraid to

establish yourself as the e"ert because as long as

you &no( !ore than the average "erson, to the! you are

the e"ert. o get your na!e out there, don$t be shy,

tell "eo"le (hy you are the e"ert, and 5ust don$t shy

a(ay fro! o""ortunities.

Li&e this intervie(, for instance, * could have shied

a(ay and said, 3*$! !a&ing good !oney, * don$t really

need to do this.4 %ut it is 5ust another o""ortunity

for !e to &ind of get !yself out there to "eo"le (ho

have never heard of !e. You should actively see&

those o""ortunities.

There is a real difference bet(een &ind of ta&ing the!

(hen they co!e and actively see&ing the!. Thin& about

that.

The other thing is learn ho( to (rite effective "ress

releases. Press releases are so good, es"ecially

online in ter!s of lin& building, "ur"oses. %ut

also you never &no( (hen so!eone is going to "ic& u"


24/28

your "ress release and call you and do a story about

it. nd also, not 5ust sub!it your "ress releases

online, send the! to !edia outlets. 9y course (ill

actually give you so!e !edia outlets that actually

send "ress releases to.

o don$t 5ust do the! online,

!a&e sure you get the! out there to the "ro"er "eo"le.

lso, "ublicity and "ress releases there are niche

"ublications that !ight be interested in (hat you do.

Don$t 5ust focus on the !ain !edia outlets, you &no(

don$t 5ust focus on trying to get on $prah.

*t !ay be

Ho!es G ardens 9aga'ine for your "articular story ifyou are in that "articular niche. Focus on local

!edia outlets and focus on the niche o""ortunities and

build your resu!e u" or "ublicity u" and that gives

you a better chance of getting the !ore !ass !edia

ty"e of o""ortunities.

s far as don$ts, * (ould say don$t focus on sales,

es"ecially in "ress releases. *t should be &ind of

unbiased6 it should see! li&e unbiased ne(s. Don$t be

afraid to be heard, as * !entioned earlier.

You are

an e"ert in your to"ic and you &no( !ore than others

and it is really easy for you, and it should be easy

for you to tal& about it. Don$t shy a(ay fro!

intervie(s, and you &no( !ore about your to"ic than

the "erson intervie(ing you, so &ee" that in !ind.

nd (hen you are going for an intervie(, !a&e surethat you have three or four !ain to"ics that you (ant

to get across.

ne thing *$ve learned and this is

&ind of off to"ic, but one thing * learned (hen you

get these o""ortunities is you don$t 5ust (ant to give


25/28

the short ans(er. They give you an o""ortunity to

s"ea& and you (ant to get your "oints off during that

o""ortunity. You (ant to &ee" going until you get

your "oints off or until they &ind of signal you, o&ay

(e$re going to the net 2uestion, (hich *$! "robably

doing right no(.

nd don$t give u", that is the !ain thing. Follo( u"

(ith "eo"le, don$t give u", and stic& (ith it.

Persistence al(ays overco!es resistance. Those are !y

do$s and don$ts.

Lisa: (eso!e. )o( *$! going to thro( a cou"le of things at

you that you (eren$t "lanning on because (e have alittle bit of etra ti!e, but the first thing * (ant

to say is, local "ublicity, guys. +e got a ton of

local coverage fro! several different radio stations,

the local "a"er, and (hat not, for our live event

(hich (asn$t even really !ar&eted to the local area

because it (as basically so!ething that (e sent out to

our list nationally. To get that &ind of local

"ublicity gave us a lot of credibility in the area

(hen honestly, * don$t have a lot of clients in !y o(n

ho!eto(n, because *$ve never really tried to !ar&et

here. *t o"ened u" a (hole ne( real! of "eo"le for !e

to connect (ith in !y business (hen (e (ere "ro!oting

this event and it (as an idea that had never crossed

!y !ind.

o Ron is right6 you don$t have to (orry about $prah.

*f you focus on (hat is going on locally and you

"robably have a better shot at getting local coverage,

then being on the cover of %!AT$&AY any(ay. tarts!all because "ress cli""ings add u" and all it ta&es

is one good "lace!ent and then so!ebody nationally is

"ic&ing you u". You can leverage that into a longer

"ress ca!"aign that is going to generate !ore traffic

and !ore interest in (ho you are and (hat you have to

offer.


26/28

%ut the thing that * really (anted to "ic& your brain

about because * only found out about this, this

!orning, is the 9ichele ba!a fa!ily reci"es thing. *

(ant you to tal& a little bit about that because *

5ust thin& that is so interesting.

Ron: Yeah, that (as so!ething. +hat (e did (as (e sa(

obviously the ba!a$s are al(ays hot in the !edia and

this (as right around the ti!e they first?you &no(

100=, (hen they first ca!e into office and every day

you (ould see so!ething about the! and "eo"le 5ust

trying to get to &no( (ho the President and his First

Lady (ere.

o (e tried to &ind of leverage that story a bit to

get our na!e associated (ith the! and the headlines

because "retty !uch anything about ba!a (as being

"ublished, (as being in a ne(s story about it.

o (e "ut out &ind of li&e a, * don$t &no( if you call

it a re2uest or &ind of li&e?it (as &ind of li&e a

"ublicity stunt, to be honest (ith you. +e said (e

(ere going to donate 8/ !illion to charity if 9ichele

ba!a (ould give us her reci"es, her fa!ily reci"es,

so (e can do a coo&boo&. +e &ne( that any "ublisher

(ould easily give us 8/ !illion if (e had an agree!ent

(ith 9ichele ba!a to do a coo&boo&, so the !oney

(asn$t a "roble!. +e 5ust &ind of "ut that out there

and (e never actually heard bac& fro! the +hite House

but there (as so!e bloggers and different 5ournalists

that actually ran (ith that story and "ut it out there

and you can find it on the +eb.

Li&e * (as saying before, it (as 5ust finding out (hat(as hot in the !edia and &ind of associate your na!e

(ith it so!eho( and do so!ething etre!e 5ust to get

your story out there.

Lisa: reat. nd a "o(erful ea!"le guys, a "o(erful

ea!"le of ho( you can ta&e so!ething that is current


27/28

and even if it$s not necessarily directly connected to

your business, and find the angle that can connect

your business to (hat is going on.


28/28

nd (ho you recogni'e you are li&ely to buy fro!.

That is it, 5ust go out there and give it a try.

Lisa: Fabulous. Ron, again, than& you a ton for connecting

(ith us today. * &no( * learned a fe( things and * a!

sure our audience did, as (ell. * a""reciate you

ta&ing the ti!e to connect (ith us.

uys that is going to (ra" it u" for us today. *t is

i!"ortant, though, and let !e re!ind you, to be

accessing our +eb Pac& Pit and doing your daily target

"ractices on a regular basis.

9a&e sure you connect

(ith us in the foru!s and get your 2uestions ans(ered

because that is (hat (e$re here for.

* can$t stressthat enough6 our goal is to hel" you find success on

your ter!s using the tools, the strategies, and the

"ro"rietary technologies that 9ar& has develo"ed in

this eclusive coaching "rogra!. o if you are not

"lugging into all the great training and the content,

li&e calls li&e this one (ith this fabulous !an, then

you are !issing out on so !any levels.

gain, you can

learn !ore about Ron at Reci"eecrets.net or

Publishercade!y.co!, (here you can "ic& u" his case

study on ho( he got over 87 !illion in free

advertising to "ro!ote his boo& and beco!e a national

bestseller.

Cntil net ti!e everybody, this is Lisa Robin Young

(ith i!"leology #oaching signing off.

verybody have

a great night.

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