Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Magic in a Message

Creating the Irresistible Pitch
Paul J. Krupin
Direct Contact PR
How do you develop the irresistible pitch?
I have a technique I will share with you.

It’s called, “The 3I Technique” and you can use it to create appropriate
public...
The 3 I Technique works like this:

Step 1. Identify a Success Story (using the news search engines to
identify appropriat...
You can do this with any type of marketing communications.
Identify a model of success and mimic it as you create your
own...
Step 1. Use a news search engine to identify existing
media coverage using your key words.

http:news.google.com There are...
Review the articles you find in newspapers, magazines &
trade publications, on TV and in the online media.

Now pick ONE! ...
Step 2. Open up your word processing program and
start writing. Imitate the success model.

Look at their headline, and th...
Step 3. Now innovate. Revise & Finesse it. Make it your own.
Revise it till it sings. Then add your own contact informatio...
People are really only interested in things that have
value to their own lives or others that they care about.
News coverage is largely predictable.

Consumers and editors are drawn to certain
types of stories that have worked well i...
The reason is simple: media publish what sells.

And to be in the media you have to give them what they publish.
And to ma...
Now I’ve been using the 3 I Technique with clients for years and I’ve
characterized the many patterns and ways media publi...
The secret is to deliver real value.

Don’t sell. Tell. Don’t tease. Just deliver. Yes this is really me.
The following list identifies the 20 most commonly featured types of
content derived from analyzing the best and most succ...
1. A dramatic personal story that describes achievement in
the face of adversity plus a little humor = DPAA + H
2. A problem-solving tips article on a timely topic that shows
how you can help the people that you can help the most.
3. An innovative product or service that people want because
of the remarkable benefits offered.
4. A dramatic and interesting photograph that tells a
1,000-word story at a glance.
5. A new development or situation that affects
lots of people in a unique way.
6. A personal battle between the forces of
good and evil, or David and Goliath.
7. A truly heartwarming tale with a happy
or remarkable ending.
8. New effective techniques or tactics to improving a problem
or situation that is commonly faced.
9. New form of creativity that makes people feel good, experience
heightened emotions or sensations, greater performance a...
10. A story that makes people cringe in fear, howl with delight, or
experience intense desire or want.
11. An explanation of a mystery that confounds
a lot of people.
12. News, analysis, and commentary on
a controversial issue or topic.
13. Localized stories and media access to the local people involved.
14. Innovative and new ways to have fun, save money, help
people, increase their enjoyment, protect the environment,
and h...
15. Unusual, hot, and wacky ideas, products,
activities, and situations.
16. Mouthwatering recipes, food, culinary delights,
and cooking opportunities.
17. Educational, unusual, hard-to-believe, never-beforerevealed, or fascinating news, data, information, or stories.
18. Record-breaking achievements, competitions, paradoxes,
dilemmas, locations, events, experiences, … anything that
confo...
19. Knowledge, ideas, or information that astounds,
enlightens, and inspires people to experience new feelings.
20. Remarkable little things people may not know about, that
will make their dreams come true.
Most people do not know how to create the messages
and communications that pull people in.
You must create such valuable and entertaining content that people
immediately link to it, get more of it, share it, and g...
I call this “the miracle of the microcosm”,
because once you prove the message works in your own backyard, you can use tec...
It’s a miracle because anyone can do this, anywhere.
Turn your people on. Then find out what you did to turn your people on.
Ask them “why do you like this?”

Identify the hot...
You don’t just write in a vacuum.
You develop, test, deploy, analyze and improve your words.

Use the word CACA to help yo...
Pay attention to what you said or did that produced howls of delight.
Study your testimonials, your reviewer comments, ask...
Learn the magic words. Then format each message to
match the technology you use.
Credits and notes: All photos taken by Paul J. Krupin except as noted. Source locations for the curious:
•
•
•
•
•
•
•
•
•...
Created by Paul J. Krupin, Direct Contact PR
Great Content + Custom Targeted PR = Maximum Professional Personal Branding R...
Upcoming SlideShare
Loading in …5
×

Magic in a message - Creating the Irresistible Pitch

2,515 views

Published on

Identifies and discusses the best professional branding techniques and strategies for creating article and interview proposals and pitches that get the best publicity. Shares The 3 I Technique and the 20 best topics for content that results in feature stories and interviews with top media. Presents and explains The Miracle int the Microcosm, which can be learned by anyone anywhere. The miracle is that it really doesn’t matter where you are. You can learn what to say that turns people on one person at a time. You just have to keep talking to people and pay attention to what you said when it happens!

You can ask people at a speaking engagement to tell you. You can have a partner watch the audience and take note while you are speaking. You can record your talks and track sales or how many people raise their hand or come up to you after your talk. You’ll find hints in your reviewer comments and testimonials where people tell you why they love what you do.

The miracle is that once you learn the magic words that produce the action you want, you can then you can use all the media and other marcom technologies as a force multiplier to repeat the message and keep reproducing the effect.

Magic in a message - Creating the Irresistible Pitch

  1. 1. Magic in a Message Creating the Irresistible Pitch Paul J. Krupin Direct Contact PR
  2. 2. How do you develop the irresistible pitch?
  3. 3. I have a technique I will share with you. It’s called, “The 3I Technique” and you can use it to create appropriate publicity materials for yourself, using articles about other people (= PR success stories) as a guide. Read more here: http://blog.directcontactpr.com/index.php?s=miracle
  4. 4. The 3 I Technique works like this: Step 1. Identify a Success Story (using the news search engines to identify appropriate articles) Step 2. Imitate it (pick one and mimic it line by line) Step 3. Innovate it (by writing an article just like your success story, but using your own information). Read more here: http://blog.directcontactpr.com/index.php?s=the+3+I+technique
  5. 5. You can do this with any type of marketing communications. Identify a model of success and mimic it as you create your own message. The idea is simple – simply follow in the footsteps of someone who is successful.
  6. 6. Step 1. Use a news search engine to identify existing media coverage using your key words. http:news.google.com There are many more to choose from here: http://blog.directcontactpr.com/2013/07/evaluating-your-media-coverage-online-clipping-with-search-engines/
  7. 7. Review the articles you find in newspapers, magazines & trade publications, on TV and in the online media. Now pick ONE! Find one about someone else, that is really interesting and motivates you the way you want to motivate others. This is your model success story.
  8. 8. Step 2. Open up your word processing program and start writing. Imitate the success model. Look at their headline, and then write your own. Then look at their first sentence, then write your own. Then do their first paragraph, and write your own. Walk your way all the way through the article to the last sentence. Easy.
  9. 9. Step 3. Now innovate. Revise & Finesse it. Make it your own. Revise it till it sings. Then add your own contact information. Done. And this works, too. The 3 I Technique helps you create a story that matches readership interest and editorial style of your target media. You create an article that looks like it belongs there on the first try.
  10. 10. People are really only interested in things that have value to their own lives or others that they care about.
  11. 11. News coverage is largely predictable. Consumers and editors are drawn to certain types of stories that have worked well in the past.
  12. 12. The reason is simple: media publish what sells. And to be in the media you have to give them what they publish. And to maximize your chances, you give it to them their way.
  13. 13. Now I’ve been using the 3 I Technique with clients for years and I’ve characterized the many patterns and ways media publish stories & conduct interviews.
  14. 14. The secret is to deliver real value. Don’t sell. Tell. Don’t tease. Just deliver. Yes this is really me.
  15. 15. The following list identifies the 20 most commonly featured types of content derived from analyzing the best and most successful media coverage in newspapers, magazines, radio and TV, and online.
  16. 16. 1. A dramatic personal story that describes achievement in the face of adversity plus a little humor = DPAA + H
  17. 17. 2. A problem-solving tips article on a timely topic that shows how you can help the people that you can help the most.
  18. 18. 3. An innovative product or service that people want because of the remarkable benefits offered.
  19. 19. 4. A dramatic and interesting photograph that tells a 1,000-word story at a glance.
  20. 20. 5. A new development or situation that affects lots of people in a unique way.
  21. 21. 6. A personal battle between the forces of good and evil, or David and Goliath.
  22. 22. 7. A truly heartwarming tale with a happy or remarkable ending.
  23. 23. 8. New effective techniques or tactics to improving a problem or situation that is commonly faced.
  24. 24. 9. New form of creativity that makes people feel good, experience heightened emotions or sensations, greater performance and success.
  25. 25. 10. A story that makes people cringe in fear, howl with delight, or experience intense desire or want.
  26. 26. 11. An explanation of a mystery that confounds a lot of people.
  27. 27. 12. News, analysis, and commentary on a controversial issue or topic.
  28. 28. 13. Localized stories and media access to the local people involved.
  29. 29. 14. Innovative and new ways to have fun, save money, help people, increase their enjoyment, protect the environment, and help them get more out of life.
  30. 30. 15. Unusual, hot, and wacky ideas, products, activities, and situations.
  31. 31. 16. Mouthwatering recipes, food, culinary delights, and cooking opportunities.
  32. 32. 17. Educational, unusual, hard-to-believe, never-beforerevealed, or fascinating news, data, information, or stories.
  33. 33. 18. Record-breaking achievements, competitions, paradoxes, dilemmas, locations, events, experiences, … anything that confounds the human mind, body & spirit.
  34. 34. 19. Knowledge, ideas, or information that astounds, enlightens, and inspires people to experience new feelings.
  35. 35. 20. Remarkable little things people may not know about, that will make their dreams come true.
  36. 36. Most people do not know how to create the messages and communications that pull people in.
  37. 37. You must create such valuable and entertaining content that people immediately link to it, get more of it, share it, and give it to others.
  38. 38. I call this “the miracle of the microcosm”, because once you prove the message works in your own backyard, you can use technology as a force multiplier to repeat the message and achieve success widely.
  39. 39. It’s a miracle because anyone can do this, anywhere.
  40. 40. Turn your people on. Then find out what you did to turn your people on. Ask them “why do you like this?” Identify the hot buttons that get your audience jazzed. Pay attention to what you do and say that gets people asking for more.
  41. 41. You don’t just write in a vacuum. You develop, test, deploy, analyze and improve your words. Use the word CACA to help you remember this important and sophisticated continuous self-improvement process: CACA = C – Create A – Ask C – Create again A – Ask again
  42. 42. Pay attention to what you said or did that produced howls of delight. Study your testimonials, your reviewer comments, ask your spouse, ask your mother or ask kids. Ask whoever, however, & whatever! Figure it out.
  43. 43. Learn the magic words. Then format each message to match the technology you use.
  44. 44. Credits and notes: All photos taken by Paul J. Krupin except as noted. Source locations for the curious: • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Cover page – Sun dog at Hidden Lake near Lake Wenatchee, Washington Page 2 - Mt. Hood, Oregon from the porch at the Mt. Hood Inn B&B, Cloverdale, Oregon Page 3 – Family photo at Lake Wenatchee, Washington Page 4 – Sunrise at Vernita Bridge, Columbia River, Washington Page 5 – Top of Rock Mountain near Stevens Pass, Washington Page 6 – Circium (Thistle) on trail to Rock Mountain, Page 7 - Tri-City Herald article clipping, April 3103 Page 8 – Trail signs, going up Hardy Mountain, near Stephenson, Washington Page 9 – The Bean, Chicago, IL Page 10 – Hiking trail going up Dog Mountain, near Stephenson, Washington Page 11 – New York Daily Post, December 12, 2012, High Tide on Main Street, by client John Englander Page 12 – The Tribune article clipping, June 28 – July 4, 2012, featuring artist and client Nancy Joyce Page 13 – News release and article from Coping Magazine April 2011 featuring author clients Drrs. Paul Ehrlich and Larry Chiaramonte Page 14 – Spring chinook salmon on the Columbia River near Umatilla, Oregon Page 15 – September 15, 2013 Sunrise on the Columbia River, Kennewick, Washington Page 16 – Sign on Cedar Brae Road, Lake Wenatchee, Washington Page 17 – Button wall in Moog Fashion Store, New York City, New York Page 18 – My grandfather‘s first camera, originally purchased when he married my grandmother, New York City, New York in 1927 Page 19 – Snapshot of the Tenth Annual Toilet Paper Wedding Dress Contest Winner on The Today Show featuring client Cheap Chic Weddings, June 2013. Page 20 & 21 – Author clients book cover photos Page 22 – Author client book cover, and artist Stephen Selpal and two of his paintings Page 23 & 24 - Author clients book cover photos Page 25 –Coffee shop sign, Whidbey Island, Washington Page 26 - Author clients book cover photos Page 27 - Author clients book cover photos and Clairmont Baptist Church, Atlanta, Georgia, Upworthy, Facebook photo Page 28 – Author clients book cover photos and snapshot of MSNBC interview Page 29 – Product client news clippings for client Lotus Pro, Akron Beacon Journal, and for Paint Handy, San Jose Mercury News Page 30 – Project client photo, NogginToys Page 31-32 and 34–35 - Author clients book cover photos Page 33 – Hotel client project photo, Sparkling Hill Resort, Kamloops, British Columbia Page 36 – Gravel at the Portland Arboretum, Japanese Gardens, Portland, Oregon Page 37-39, Photos of art quilts by artist client Ellin Larimer, Seattle, Washington Page 40 & 43 – Chihuli Museum, downtown St. Petersburg, FL Page 41 – Family photo, Lake Wenatchee, Washington Page42 – Family photo, art by Brady Larimer, Seattle, Washington Page 44 – Crossing contrails sky shot, above Vernita Bridge on the Columbia River, Washington Page 45 – Hiking Trail along Tatoosh Ridge, near Packwood, Washington, with Mt. Rainier crowned by a beautiful lenticular cloud.
  45. 45. Created by Paul J. Krupin, Direct Contact PR Great Content + Custom Targeted PR = Maximum Professional Personal Branding ROI PR and Communications You can: – Email me at Paul@DirectContactPR.com – Call me on 800-457-8746 (TF US) 509-531-8390 (Cell) and 509-582-5174 (Direct) – Find me on LinkedIn and Facebook (Direct Contact PR) – Visit www.DirectContactPR.com – Read more at http://Blog.DirectContactPR.com

×