| How Your Story will help you attract the Media |
| Written by Brian James | |
Bill McIntosh heads Torus, one of the world's most versatile video
and computer games companies. It's based in Melbourne,
Australia. Nothing earth shattering yet about Bill or Torus. Last year Torus won the Governor of Victoria's Export Award. 100% of the company's output is exported. Hidden in my approach to the media about Bill were some inconsequential facts about his life that attracted the media's attention. Here's what they were. Bill grew up in Glasgow. It was a tough public housing estate. It was tougher at home. Bill's father was not a good role model; drunkenness, beatings, meagre meals and so on. Bill left home in his teens. He joined the RAF. He moonlit selling insurance. He became a star salesman, but his real passion was computer programming. He wore out keyboards frequently and became an expert programmer. At the same time Bill answered a newspaper advertisement about mind control and goal setting. He put this into practice, as he still does everyday. His skills and mindset got him to Australia. It helped him create a multi million dollar company with $350. The world's biggest entertainment organisations contract Bill's company to produce their blockbuster computer and video games. Bill drives a beautiful car. He's successful. He's a pilot, a skilled woodworker and his family work in the business. The media liked his 'rags to riches' story. His wearing out keyboards. His mindset. The export award. He leveraged that interest in radio, magazines and newspaper interviews to talk about his company and get the message across that Torus is the leader in the field.  His staff, his clients and competitors noticed the media coverage. It's good for business. It all started with a good human interest story. Sometimes the ''hooks' to a story are hidden in the small details. Look for the human interest stories within your business. It could be the key to unlocking the media's interest in what you do. See www.torus.com.au |
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