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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 surpised.
Unable to sleep a few nights ago, I switched on the radio
to Music Deli an Aussie music program on ABC Radio National.
I listened to 'wide-awake' music by the exciting French group
Genticorum. 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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Ducks don't need satellites. The art of making an impression |
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Written by Brian James
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Whether you want to publicize an event, a product, your business
or yourself, you should aim to make an immediate and lasting
impression. Remember, the media is looking for someone or
something that stands out. Like Aussie singer Kate Miller Heidke.
You could learn a lot from her!
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Tell People Why You are Special |
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Written by Brian James
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Melbourne wood craftsman John Najjar uses beautiful old timber to make furniture.
Some of his magnificent 'rectory' tables are well over $5000!
Visitors to his factory/showroom have to pass stacks of old timber John has collected
from all over Australia.
Most of the timber looks old and worse for wear, but to John every piece is a rough
diamond waiting to be discovered and transformed.
When I spoke with John on a rainy Saturday morning his passion for wood or timber
was infectious.
He's a big bear of a man and excited about every piece of timber he collects and
the finished product.
John took me into his factory amongst all the machinery and work in progress.
I know nothing about timber or the process and I became fascinated as he enthused
about the painstaking journey from old plank to beautiful tabletop or cabinet or door or
shelving.
The challenge for John is that some people don't appreciate the value or why his
finished 'works of art' are thousands of dollars.
He needs to tell people, like he told me, about what makes him so good or his furniture
so special. It's the same for everyone who is looking for publicity or thinking about
marketing to get their point of difference across.
Here's what I suggest to John Najjar from Hammerwood Woodworx in Brunswick (Melbourne).
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"Thrillionaire" and The Power of Memorable WORDS |
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Written by Brian James
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You want your product or service or client to be memorable
in the minds of the media and the public.
Nik Halik is an extraordinary young multi millionaire adventurer and
entrepreneur. He's been to the edge of Space; he's dived the Titanic;
he chases tornadoes and been chased by bulls.
He has an international property portfolio and is a world renowned
financial strategist and empowering speaker and former rock star,
BUT, how to you describe him in one word?
How about inventing one? I came up with :Thrillionaire".
I know you've worked it out - thrill seeking millionaire!~
The Media loved it and ran numerous stories on his exploits.
It's the title of Nik's new book, to be released soon.
Perhaps what you do is worthy of inventing a word or two.
The Power of using memorable words or phrases is beautifully
illustrated in the US Primary elections, George Bush's speeches
and general US commentary
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How the 'Happy Hooker' helped with publicity |
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Written by Brian James
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Sometimes when looking to attract the media to your 'product',
it pays to examine the people who come across your path.
Take Warren Wills, one of the world's great musical directors, but little known in Australia.
Warren was a piano prodigy in Melbourne and left for the UK over 20 years ago in his teens to follow his huge dreams on the world stage.
The multi talented performer/composer/director and raconteur
has since carved out a successful career in Europe, the US,
and Asia, but rarely comes home.
However Warren wants to stage a solo show in Melbourne
mid 2008.
The challenge? How to raise his profile in Australia.
The solution; find something or someone who has a higher profile who came across Warren's path - even better if they are controversial - and use that connection to grab the media's attention.
That's where the famous and notorious 'Happy Hooker' Xaviera Hollander comes into it!
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Why Publicity Can Work So Well For You |
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Written by Brian James
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 You have a product, a service, an event or want to raise your professional profile, then seeking publicity can make a huge difference. Look at Paris Hilton. Publicity has dramatically grown her profile and generated massive interest in everything she does and the businesses she promotes. Some of the publicity is not the type that you might want, but then that's her erratic behaviour.
Anita Roddick, founder of the Body Shop, didn't spend a $1 on advertising, but she generated thousands of stories through publicity - FREE publicity because she attracted the media's attention.
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'Killer' Headline Examples |
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Written by Brian James
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Grumpy 78 year olds proving a dynamic business duo with their space age, pain free innovation
(Jim Lamers and Trevor Andrews Bioelectronics P/L)
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Written by Brian James
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This has to be the definitive report that explains the A to Z of how to draw a flood of publicity to yourself, your product, and your service. Can't wait?
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How Publicity Helped A Poor Farming Mother Launch Her Miracle Business |
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Written by Brian James
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 Dana Steddy, from the wheat belt of Western Australia, has overcome post natal depression, three kids with allergies and no income, to develop a non toxic, soap-free washing ball for washing machines.
It took Dana over 18 months to develop the ‘Miracle Wash Laundry Balls’ and create the website (www.laundryball.com.au) . I was reffered to Dana by Perth marketing guru Mal Emery. Mal thought Dana could propel the business with some media exposure/publicity.
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Written by Brian James
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Media Presentation
When you have attracted the media's attention with your story, via a media release, letter, email or phone call, you have a chance to shine and be memorable. Here's how you do it.
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Written by Brian James
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Public Speaking
It’s not about YOU.
When it comes to public speaking, most people think about themselves first; - their nerves, lack of confidence and the undermining 'mind games' – everything except what they should be focusing on.
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A Red Dress, Cleavage, And Star Footballer Results In Free Million $$ Publicity |
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Written by Brian James
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 A little known Perth fashion designer was seeking publicity. She offered a FREE gown for the girlfriend of a footballer who was in the running for Aussie Rules best player award (the Brownlow Medal).
The event was televised nationally and the cameras could not take their eyes off the dress, which was a stunning red one with a plunging neck line and bare back.
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How Grace Kelly And Brigitte Bardot Put The Riviera On The Map Through Publicity And Branding |
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Written by Brian James
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Consulting to a client in Europe I dropped into the South of France, as you do, to see how they brand the region. Believe me it’s all branding, image and publicity.
If you love beautifully preserved atmospheric towns and breathtaking scenery, but crowded roads, pebbled beaches, tepid murky beach water and expensive overrated food –most of the time, go and visit the Riviera, like the rest of Europe on summer holidays.
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Harnessing the Incredible Power of Publicity To Drive Massive Sales To You |
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Written by Brian James
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Every product, entrepreneur and business has the potential to use FREE publicity to generate sales, but most peeole don't know how to tap into this hidden goldmine.
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