One of my favorite marketing teachers is Paul Hartunian.
He is the master of getting millions of dollars in free publicity and has done so for everything from selling the Brooklyn Bridge (which he did, and for only $14.95)… promoting his rare autograph business… his book on how to find the love of your life in just 90 days… getting donations to his dog shelter… and probably hundreds of other products, causes, and services.
Anyway, about his finding love book.
He used to make a small fortune off that book each Valentine’s Day, and maybe still does.
(Using just free publicity.)
And, he once told the story of how he used his PR skills to do it by getting what he calls “Gold Card” media appearances. Those are TV shows, radio programs, newspaper articles, etc that are known by everyone and mass broadcasted. And, just by getting on those shows you automatically make yourself “safe” to be interviewed by the rest of the media.
My favorite example is his Phil Donahue Show appearance.
He was on there due to his love book.
And, he said he didn’t make a single dime from being there. I don’t even think they mentioned his book, and certainly didn’t show people how to get it which is pretty standard on radio, for example.
But you know what?
It didn’t matter.
Donahue was a gold card media appearance.
And, it opened the door to him being on thousands of other shows.
And, he did profit from those other shows as a result of being on ye olde Donahue show.
(Regardless of Donahue not plugging his book.)
The point?
We can use this online, too, with email.
How?
By aggressively going after gold card testimonials. These are testimonials from gurus, experts, industry leaders, celebrities, etc in your market that, even if they don’t “say” much, just their NAME makes you “safe” to buy from (even if they don’t promote your product), just like being on gold card media appearances made Paul Hartunian safe to be interviewed by the media.
So go for the gold, Chuckles.
One gold card testimonial can be worth actual gold, after all.
Speaking of which:
I can’t say you will get the same results, but practically every gold card testimonial I ever done gotted was via the consistent use of daily emails. If you were to look at my blog on the left hand column or on my media page, the vast majority of said gold card testimonials were responses to various daily emails using the methodology in my “Email Players” newsletter.
I’ve had other customers say the same has happened to them, too.
To start writing emails that can potentially get you that kind of attention, zip on over to:
Ben Settle
