Recipes for PublicityElizabeth Yarnell


Speaking in Soundbites webinar with Susan Harrow

Join me today on a webinar with Susan Harrow, author of Sell Yourself without Selling Your Soul and PR coach extraordinaire.

Susan Harrow and me, Elizabeth Yarnell!

Susan knows her stuff when it comes to helping people get more attention. What she teaches will not only help people who want to get in the media to sell their books or products, but will work for anyone who is promoting anything, be it a fundraiser for the elementary school, your business, or your favorite charity.

The 90-minute free webinar starts at 11 am PDT/2 pm EDT today, and both Susan and I will be offering free gifts to attendees who are present. However, if you can’t make it, all registered people will receive a link to the recording afterward as well.

Register now for the Sound Bites webinar with Susan Harrow.

Hope to see you there!

Turn Media Interviews into Sales by Susan Harrow

* I’m fortunate to offer a series of guest posts by my friend Susan Harrow, media coach extraordinaire of, in advance of the secrets of sound bites free teleseminar we’re offering on August 31, 2011. See below for links for more information and to register!*

Many people don’t understand what sound bites are. They don’t know how to create sound bites that sell. They don’t know that it’s not enough to be clever, entertaining or quippy. That might make TV and radio hosts happy, but it often won’t bring in the kind of results you’re looking for: to grow your business, sell more product, get new clients, more customers, or increase your fees.

You want to develop sound bites that speak to who you are, what you do and how well you do it. Sound bites are the essential messages that will create sales and recognition. They consist of anecdotes, analogies, stories, one-liners, and facts that you can speak in 15-30 seconds. They should be singly focused on what you want your audience to know. To turn media interviews into sales here are three things you can do.

1. Incorporate Your Past into Your Present Experience.
Camus says, “We are the sum of our choices.” We want to know how your childhood dreams have influenced the career you’ve chosen. Your past often has predictors to your future interests and life decisions. If you don’t want to go back as far as childhood then go back in your professional career. Sarah Newton, The UK’s Top Teen Coach, said that when she was a juvenile corrections officer what she heard from teenagers most was that they didn’t feel heard, understood or respected. “The most important thing a parent can do is listen,” says Newton.

Often sound bites like Newton’s seem simple. But it takes work to distill your ideas down to their essence. It’s the unadorned statement that is often the most powerful.

Another way to tie past to present is to show how your passion drives your profession. “People think I am disciplined. It is not discipline. It is devotion. There is a great difference,” says Luciano Pavarotti. Choose the words that show your devotion.

2. Include Client Successes.
How has your product or service impacted your clients or customers? Tell a story that centers on that success. Marty Friedman, seminar Leader and author of Straight Talk for Men About Marriage, says, “An attorney who came to one of my seminars said he didn’t really think he got much out of it–until he got home and his wife wanted to have sex with him–for the first time in months. ‘I guess I must have learned a little something,’ the attorney admitted.”

Friedman tells a very succinct story with a potent punch line. And this sound bite lets you know that his methods are so powerful they work on non-believers and hard-sell cases like attorneys.

3. Show Your Suffering.
The people I’ve known who have suffered the most are funny, sarcastic, and wise, but never saccharin. Saccharin is all this sweet talk about love and understanding and comes off as facile. Love, understanding and forgiveness aren’t sickly tender. They often come out of bitterness, hopelessness and heartache. We trust those people who have suffered or who have failed over and over again and are willing to share their insights–in a non-showy way.

Dr. Vicki Rackner, CEO of Medical Bridges and Medical Editor of the Hope Health Letter which reaches over 3 million people says that at age 40 she made a radical choice: to close her private practice to be with her son. “As the operating room door closed, another opened. I can’t tell you that everyone lived happily ever after because we’re just at `once upon a time.’”

Closing her practice, the choice she made to forgo surgery in favor of becoming a patient advocate, goes against the grain of what “society” could deem is proper for a board certified surgeon with a full practice. You know right away that she is thoughtful and has tremendous empathy and insight. As a patient wouldn’t you want her on your side?

Sound bites, speaking in condensed language to convey your points, is an art to be practiced daily in and out of media interviews until it becomes a natural way of speaking.

If you incorporate your past into your present experience, include client successes, and show your suffering during an interview you’ll be perceived as an expert, increase your sales, and develop a following all while demonstrating your humanity.
Susan Harrow, CEO of, is a top media coach, marketing strategist and author of Sell Yourself Without Selling Your Soul® (HarperCollins), The Ultimate Guide to Getting Booked on Oprah, and Get a 6- Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade, People, O, NY Times, WSJ, and Inc.

Join us to learn how you can speak in sound bites to get what you want in business and in life (free teleseminar / webinar) here.

5 Sound Bite Mistakes

* I’m fortunate to offer a series of guest posts by my friend Susan Harrow, media coach extraordinaire of, in advance of the secrets of sound bites free teleseminar we’re offering on August 31, 2011. See below for links for more information and to register!*

Susan Harrow and me, Elizabeth Yarnell!

In this new age of media 3.0 the media is more often searching for experts when they have the need rather than pouring over hundreds of useless press releases that don’t have information that is relevant for their audience.

So even if you haven’t sent out a press release you could get that important call from the media – if you’ve positioned yourself correctly on the Internet.

On the flip side did you know that now with YouTube and Time Machine that what you say could haunt you forever? Once a video of you is posted or something you said shows up on the Internet there’s no way to take it back. With the advent of technology what you say will stay around in eternity and anyone can access it at any time.

This is why it makes it so important that you pay attention to what you say and how you say it.

That’s right, your reputation, your credibility, your brand, your livelihood could disappear with one bad article or one TV appearance gone south. But it doesn’t need to be so. Don’t make these five mistakes.

1. You waffle.
Many people I media train waffle. They meander off into a tangent or blurt out a thought that just came into their head in the heat of the moment, instead of carefully planning their messages and delivering them. I just saw the movie Fair Game about the Valerie Plame story. When Plame spoke to one of her contacts overseas from whom she wanted information she was firm as a mountain, soft as breeze, fluid as water. She was never harsh, but she got her way. She knew her facts so when she spoke to one of her own team members or someone whose cooperation she wanted she quietly, but firmly repeated her request.

You can do the same when someone asks you a question. You calmly assert your pre-rehearsed answer no matter how many different ways a reporter or host ask you a question to elicit a different response. Know what you want to say and stick to it. Stay firm as a mountain, soft as a breeze, fluid as water.

2. You don’t quote industry leaders or competitors.
It might sound counter-intuitive to quote your competition or other high-stature people in your field, but it shows that you are on top of what’s happening in your industry. In an article titled 10 Tips for Giving an Important Speech by Alyssa Danigelis, anthropologist, filmmaker, and National Geographic explorer Elizabeth Lindsey said, “The more we talk about the things that matter to us, and less about our achievements, people breathe a collective sigh of relief.”

When we focus on what’s important to us in a sincere way it translates to our audience. They get it. Quote people you admire whose philosophy resonates with your own to help get your ideas across in a novel way. They often say things that give a different point of view given we are all entangled in our own perspective. It’s a way of broadening our own views and the views of our audience.

3. You don’t tell how you’ve helped people.
The most potent way to persuade people to buy or buy into you isn’t for you to talk about your achievements but to tell a story about a person you’ve helped. I recently media coached a client who said he wasn’t a good story-teller. As a doctor he preferred to site facts so he would be more authoritative. But the human warm fuzzy factor was a bit lacking. It’s important to use facts and stories to build trust. And it’s also necessary to tell stories that reveal our effectiveness human to human.

Facts show you have knowledge, and personal and professional stories illustrate your understanding – how you do what you do and how well your methods work. I suggested that he tell dramatic or funny stories about people who came into his office with an acute problem whom he helped quickly recover using both his doctorly intuition and the product he was promoting. In our next media coaching session he did this beautifully in preparation for his NPR interview. Giving your audience a story about how you helped another person is the closest thing to giving them an actual experience of you.

4. You don’t transform your wounds into wisdom.
Your hardships are the mistakes that others don’t need to make. Your wounds make you loveable. We all have an Achilles Heel. Don’t hide it, highlight it.

Comedian Craig Ferguson said, “I think that sometimes fear is god’s way of saying paying attention to this could be fun. I’ve learned from people who are braver than I that fear is necessary, failure is necessary. When I talk to people and they tell me how well they are or how well they are doing I think they’re crazy and they’re failing. And when I talk to people and who are telling me how they feel. I’m not saying that misery is more authentic than joy, I don’t mean that. But I do think that sometimes self promotion can be tiresome as I sit here talkin’ about my book. Which is available reasonably priced from all good outlets.”

What I love about Ferguson is that he doesn’t wallow in any sentiment. He moves into the wound and the moves out of it with humor. And aren’t you interested in his book just from reading this one quote? I was.

5. You’re don’t have your opinion ready.
Thought leaders have opinions. They back their opinions with evidence or piggy back them with humor to soften a tough point of view. Have your opinion ready. To become a respected thought leader spend some time every week thinking about the issues in your industry. Consider some of the trends that are happening. Formulate your thoughts. Concretize them in writing on your blog, Facebook, or in an article.

When a reporter who had interviewed me before called and asked me my opinion of the new Conan O’Brien Show I told her I hadn’t seen it, but I still had an opinion about it. We laughed. Then I transitioned from what I didn’t know into what I did know – which was Jon Stewart. I watch The Daily Show with Jon Stewart and think he’s hilarious, smart and self-deprecating.

Even though he’s super smart he’s not a snob about it. She really wanted my comments about the future of the talk show format so I talked about that in relation to Jon Stewart. As you can see I got a paragraph at the end of her article – without knowing a thing about the topic of her piece – Conan O’Brien. (

The important thing is to transition to what you know and make the connection so you are serving the reporter and her audience. Folk singer Joan Baez said, “I’ve never had a humble opinion. If you’ve got an opinion, why be humble about it?” Thought leaders aren’t afraid to voice a strong opinion.

Susan Harrow, CEO of, is a top media coach, marketing strategist and author of Sell Yourself Without Selling Your Soul® (HarperCollins), The Ultimate Guide to Getting Booked on Oprah, and Get a 6-Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade, People, O, NY Times, WSJ, and Inc.

Join us to learn how you can speak in sound bites to get what you want in business and in life (FREE teleseminar / webinar) here.

Learn all about Independent Publishing at CIPA College 2011

“Everything you need to know about independent publishing, when you need to know it!”

Do you want to publish a book but just aren’t sure how to get started? The Colorado Independent Publishers Association (CIPA) will host its first two CIPA College Days of 2011 in February. The first College Day will be held at the Colorado Christian University building in Northglenn, CO on Feb. 12th and the second scheduled for Feb. 26th at Office Evolution in Lone Tree, CO.

The 2011 CIPA College deans, Joyce Miller and Dr. C. Daniel Miller of Integrated Writers Services, LLC, have developed a comprehensive curriculum with the help of an advisory group of CIPA members and other independent publishing experts. “The College curriculum will provide educational experiences that will appeal to those just getting starting in the publishing world and also to experienced independent publishers,” says Dr. Miller. “Our goal with CIPA College is to deliver “everything you need to know about independent publishing, when you need to know it!”

For more information go to the new CIPA website at and select CIPA College 2011 under CIPA Programs in the top menu bar. Please note that CIPA members receive substantial discounts for individual CIPA College courses and for the multi-course discount packages. Non-members also will receive multi-course discounts by signing up for a morning, afternoon, or all-day package.

*Full disclosure: I am on the CIPA College faculty and will be giving a seminar entitled “Establishing and Promoting Your Brand,” on Feb. 12th in Northglenn, CO. Additional College Days are being planned for March 19 in central Denver, April 2 in Loveland, and on April 30 in Colorado Springs. All courses will be available for purchase online after the event.

Guesting on Podcasts Can Be Good Publicity

You probably have already figured out that having a regular podcast will expand your followers from readers into the realm of listeners. This is nothing to sneeze at, particularly since our modern world has given us so many ways to listen to podcasts during opportunities when we might not be reading, like when driving a car or working out.

Podcasts have a whole syndication route that bring them far and wide across the web and can be a great vehicle for promoting your ideas and your brand.

It’s great if you can commit to recording and posting regular podcasts and building your own audience, but being a guest on someone else’s podcast can bring you lots of benefits as well.

Recently, I was interviewed on eHealth Radio about one of my favorite topics: food sensitivities and chronic physical distress. As a guest on an established podcast, I was introduced to a new audience with the enhanced credibility of a “guest expert”. I didn’t have to fight the technology to record, edit, post, distribute, or syndicate the podcast, though it is certainly something I can help to promote.

How to Find Podcasts to Guest On is one place where podcasters post queries looking for interviewees; HARO is another.

Blog Jog Day!

Welcome to Recipes for Publicity, your resource for social media, SEO, and traditional media ideas for bringing attention to you, your product or service.

Some recent posts you might enjoy include:

Keyword Research with the Google Wonder Wheel.

Checklist for publicity resources.

How non-profits can use social media on the go.


Additionally, as a thank you for stopping by, I’d like to offer you an audio recording of my Social Media for Authors program, a $47 value, for FREE! Just enter the coupon code BLOGJOG at checkout and access the .mp3 file immediately. This coupon is only good on November 21, 2010, so act quickly!

blog jog 2010I’ve got another goodie available on my other blog, Effortless Eating, for those into quick, easy, and healthy one-pot meal recipes!

A Blog Jog is an opportunity to visit other blogs that you never would have found and discover some new information and new voices to tickle your fancy. Follow the Blog Jog path and as you hop from here to there keep an eye out for all the goodies bloggers are offering up today until midnight!

Here’s your next stop – have a great time
“The Divine Imagination: Inward Bound”

Promote Your Blog with a Blog Jog!

Looking to find new eyeballs for your blog?

I invite you to participate in the 2nd Blog Jog Day event sponsored by Carol Denbow on November 21, 2010. This fall season event has been deliberately scheduled just before the holidays so if you have products or books to promote you have a better chance of sales.

By participating you will get . . .

*More unique visitors to your blog
*More subscribers
*More comments
*More inbound links
*More followers
*More exposure and sales
*Grow your daily hits

All which look great to Google, Yahoo, Bing, and the other search engines! With popularity comes a higher page rank and greater exposure for your blog! If you want to include your blog in the job, please e-mail Carol at chipanugget at

Re-designing Your Website for Better SEO

Search Engine Optimization (SEO) means that a website is thoughtfully designed to increase rankings in search engines like Google and Yahoo.

SEO practices change as search engines change their algorhythms to keep up with the changing landscape of the Internet, but a recent Hubspot article by Melanie Faria pointed out some easy ways you can improve your SEO when redesigning your website to make yourself easier to find for potential customers and maximize your exposure for potential publicity.

  1. Use keyword-rich page titles rather than simply a company name, your domain name, or worse, something completely generic like “About the author”.
  2. Align H1 tags (headings) with the page URL so that the search engines see some logic as they catalog the page.
  3. Use the metadescription tag to enhance the information displayed in search results and lure visitors to click.
  4. Be sure that your blog lives on your own URL and not on a blogging platform’s URL (i.e., This can be a nightmare to change later.
  5. Use more HTML text and less flash or graphics to help search engines understand more of what the site is about.
  6. Use a 301 redirect to reconcile with It’s just a little bit of code but it will keep all of your SEO juice in one place.
  7. Label and tag every image. Search engines do not know what an image shows unless you tell them, and your images won’t help your SEO if they are blank in Google’s eyes.

Keyword Research with Google Wonder Wheel

Google has this great new tool out to help you with keyword research.

You do keyword research, right? This involves finding the most relevant keywords that people are using to search for your product/service on the web and is essential to bring web pages to the attention of search engines and searchers.

A long tail keyword contains descriptors or adjectives to further define your offering. Using a long tail keyword can help target your market and give you a better chance of ranking higher in the search engines. Ideally, you should use long tail keywords that are commonly searched in Google or other search engines.

Once you find the appropriate keywords, these become the basis for the pages on your websites, topics for blogposts, tags for photos, etc., etc. etc. This is all part of Search Engine Optimization (SEO).

Google’s fun new tool is free (yay!) and fun to use. Simply plug in your keyword to Google and click the Show Search Tools link on the left side of the page of search results. You’ll see the Tools menu open up; then click on Wonder Wheel.

Here’s what I got when I started with “one pot meals”:

google wonder wheel keyword research

You can expand your search by clicking on any of the spokes and dig deeper to find the most frequently used long-tail terms that will bring your customers to you.

I love that my Glorious One-Pot Meals site comes up on the first page of query results for “one pot meals”, but I can already see more long-tail keywords that I should be targeting as well to boost my SEO.

Here’s Google’s step-by-step guide to using the Google Wonder Wheel. Have fun!

Checklist for Online Publicity Resources

Alyson Stanfield, a brilliant resource about the business of being an artist, offers a welcome checklist for when you want help promoting an event.

“Other people can help you promote your art events more effectively if you offer a stash of publicity resources for their use,” she writes, continuing with a concise list of ways to make getting publicity for your event more user-friendly.

Online media rooms on your site are a must-have, but you should also provide guidance for promoting specific exhibit openings, workshops, demonstrations, fundraisers, and performances. You must make it easy for others to promote you.”

If you follow Alyson’s mantra of “make it easy for others” (following Alyson’s advice is always recommended! She knows of what she speaks.), you’ll already be thinking about some things people might need to have at hand to help you promote an event: the time, date, location, and topic would be standard, of course, but did you remember to helpfully provide images? Press release text? A summary?

How about offering ready-made blurbs about the event to Tweet or update a Facebook status?

I always appreciate how Alyson thinks of everything.

Perhaps the most important take-away from Alyson’s article is to give each event you want to promote its own dedicated web page containing all the information anyone could want to know.

Good advice to follow for better exposure and publicity for your events.