The Secret Formula for Media Success

It was great seeing many of you on the road while on my book tour this past month. I had a great time. I’ll be booking a few more dates coming up in the next month, so be on the lookout for the announcement!

As I was traveling and speaking with business owners of all kinds (and I do mean all kinds of businesses!), it became very apparent to me that there was some confusion between the benefits of mass media and targeted media and how they can both help grow your business. Many pundits will tell you that you only need one or the other, but that’s simply a self-serving statement. Both types of media have their own very distinct benefits of which you should be aware. After having the same conversation over and over again with many people, I realized that you may have the same questions, so I decided I’d put my formula in this article for you to benefit from as well.

Let’s start by defining the two forms of media, and then we’ll get into what they’re both good for and not so good for. After that, I’ll reveal the secret formula for media success.

Mass media is a means of communication designed to reach and influence large numbers of people at the same time. Examples of this are: Newspapers, popular magazines, radio, television and, in some instances, very popular websites and blogs.

Targeted media is a means of communication designed to reach and influence specific recipients one at a time. Examples of this are: Direct mail, newsletters, e-mails and html newsletters.

Both of these types of media have their pros and cons. Like any other tool, the key is to know the strengths and weaknesses of each, and how you can use them to your benefit.

Mass Media
Mass media’s biggest benefit is that it is a huge source of credibility. If you see someone being interviewed on “Good Morning America,” “Larry King Live,” “Oprah,” or even your local news station, you automatically assume they are an expert. You instinctively assign them a great deal of credibility — because you, like everyone else, have great faith in the screening process it took to get the interviewee on television for you to watch. The credibility from mass media is “inherent,” i.e., it is built in.

The downside of mass media is that it usually takes a lot of money to get there. Usually to get some mass media attention, even more than really being an expert at something, you have to be paying the right people. The fastest way to get there is to hire a PR firm that has relationships with television executives and producers who can get your story in front of the people who can put you on the air. Now, if it were just this easy, it would work for everyone. The problem is that oftentimes the fee that you have to pay a PR firm in this arena is far more expensive than a small business owner can afford. And the other problem is that even the most well-intentioned PR firms cannot guarantee that they will get you any coverage. You could spend as much money as you have, and most of the time even more than that, and still not get the mass media coverage you are looking for. The “stars have to align” in order for your story to fit the agenda of the television show and the theme they are working on during the course of your promotion, and even then you have to hope that no natural disasters or O.J. Simpson arrests happen that will bump you out of line! It is important to note here that I’ve spent most of my time talking about television because it’s the crown prince of mass media, but equal attention should be paid to radio, newspapers and magazines because the same principles apply. The other media that is coming on strong is the Internet — and it will eventually overtake television, so you need to pay attention to it as well. If you can get coverage on one of the bigger Internet portals, news sites, blogs or podcasts, then you can also get many of the same benefits.

Targeted Media
Targeted media, on the other hand, is great because you can control your costs much more easily. You can determine how much you want to spend to reach the consumer you want to reach. It is also great for getting new clients and making money. The great copywriter John Carlton once said (loosely paraphrased), “The answer to every problem is a great sales letter.” I’m sure I don’t have the quote exactly right, but the point is that a great sales letter sent to the right list of targeted prospects, can mint money. Sales letters are often the source of millions of dollars in revenue for savvy marketers who know how to utilize them. This is the benefit of targeted media — you can control your message, control the media and use it for whatever purpose you’d like . . . and the most popular purpose is to make money.

The downside to targeted media is that it really lacks the credibility factor that comes along with mass media. How many times have you gotten a direct mail piece, e-mail advertisement or sales letter and halfway through reading it, you said to yourself “Who is this person and why should I believe them? Why should I listen to what they have to tell me?” It’s a very common occurrence and it is a hard barrier to overcome. That’s why you need the secret formula.

The Secret Formula for Media Success
The secret formula should be pretty obvious by now: You need BOTH! The right combination of mass media and targeted media gives you credibility, while allowing you to control your media and your targeted recipient, as well as your costs, for the ultimate response – a recipient who “votes with dollars.” I don’t care whether you run a for-profit company or a non-profit company, it takes dollars to make things happen, so it would be wise to learn how to make this combination work for you.

While this is undoubtedly the winning formula, it can still be very challenging to find an affordable, time-effective way to uncover the winning combination. Because we have witnessed this dilemma over and over again, Jack and I decided to look for a solution once and for all. It took us quite some time to find a solution that we knew would work and would be affordable for those who are serious about making media work for them. But we did find the answer and it is called the Ultimate Celebrity Branding Experience™. With this month’s newsletter, we have included a brochure for you to look over. If you’re looking for solutions for getting ahead in your business today, yes — even in this economy — we urge you to take a look at the enclosed brochure and contact us as soon as possible if you think it may be right for you. We realize this opportunity is not right for everyone, but if you’d like to discuss it further, please contact me at or call me at 800-980-1626.

Stay tuned for next month’s article where I will reveal another secret that I have used to get in the New York Times, The Dallas Morning News, The Arizona Republic, The Chicago Tribune and more!