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Openings. Every word should be GOLD |
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Written by Brian James
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Whatever you are writing, but especially media releases or
any written approach where it is critical to capture a reporter's
attention in milli-seconds, your opening words MUST be compelling.
Take Australian based writer Mark Dapin.
In a recent article for The Good Weekend magazine on music
phenomenon Seasick Steve, Mark's first words were powerfully
enticing, even though Seasick Steve is mostly unknown
in Australia.
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Horse Talking Psychic Vet |
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Written by Brian James
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Michael Bascombe is an unusual veterinarian.
 He's a psychic vet who talks to horses (without speaking);
what's more remarkable is that they talk to him, without
moving their lips!
The laconic country Aussie vet gave up a large lucrative
Perth vet clinic, the fast cars, houses and yachts to rekindle
his passion.
He found it in unlikely circumstances, via Sioux Native
American Indians, amongst tribes in Papua New Guinea
and travels around Australia until he met a horse who spoke
to him.
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The 7 Second 'Stick out Rule'. |
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Written by Brian James
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There are 1000's of chefs, but only a few who stick in our minds;
sometimes it's about their food, mostly it's about their personal
point of difference.
Gordon Ramsay swears a lot.
Jamie Oliver is community minded.
Nigella Lawson is voluptuous.
But what if you are a food writer or restaurant reviewer?
How do you stand out and get the media's attention?
Trevor White is a reviewer with the US magazine Food & Wine.
What makes Trevor stand out is his Seven Second Rule.
This is how it works.
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Love and the Media. How to get the Media to feature you FIRST.Do something unexpected, buy a cave ! |
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Written by Brian James
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When seeking publicity to promote your product, service or yourself,
doing something unusual could help.
Take shy, Australian mother of three Joanne Kiel.
 At 50, she celebrated her birthday in Turkey and fell in love.
No it wasn't the Shirley Valentine love with a swarthy young man,
but with a series of smelly donkey and firewood caves, that's
right - caves!!
The caves were in Cappadocia, in central Turkey, renowned for
cave dwellings and the lunar landscape.
Why did she buy the caves? Well that's what the media were very interested in.
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Culinary love songs and Mozart Maulers or how to Capture Attention through Surprise |
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Written by Brian James
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Our attention is inundated with information. We turn off, unless we are interested or surprised.
Unable to sleep a few nights ago, I switched on the radio
to Music Deli on ABC Radio National.
I listened to 'wide-awake' music by the exciting French groupGenticorum. With their final song, La belle en Vous Aimant,
the leader said 'this is a French love song about cooking small
rodents, or a culinary love song!!!!!'
Now I don't speak French, but the incongruity of what was said
demanded my attention. A love song about cooking small rodents.
Say what??? Call me unusual, but I lept out of bed and scribbled
down the title and group's name.
Genticorum have a new big fan, me! I have told others; more new fans.
More CD sales, website visits etc.
The lesson here; - say or write the unexpected to get attention, and deliver!
But I want to share another brilliant example with you...
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