“How To Position Yourself As An Expert! (Even If You Really Aren’t One)”

by Craig Garber

Last week we talked about self-promotion and the danger of not doing it, regardless of your personal comfort zone.

Today I'm going to give you 3 ideas you can use to promote yourself.

Before I do this though, here's another way to promote yourself... but I DON'T suggest you use it.

Recently, the Aladdin Casino in Las Vegas "tossed out" singer Linda Ronstadt right in the middle of her performance, because she dedicated her song "Desperado", to film-maker Michael Moore (the producer of the movie Farenheit 911).

As a result of this incident, because Rondstat's name has been in the news so much lately, you know it's created some additional sales of her CD's.

Here's some interesting follow-up to this event:  It's a copy of Michael Moore's letter to Bill Timmins, president of the Alladin Hotel and Casino:

July 20, 2004 Dear Mr. Timmins: I understand from the news reports I've read that, after Linda Ronstadt, one of America's greatest singers, dedicated a song to me from your stage on Saturday night, you instructed your security guards to remove her from the Aladdin, which they did. What country do you live in? Last time I checked, Las Vegas is still in the United States. And in the United States, we have something called "The First Amendment." This constitutional right gives everyone here the right to say whatever they want to say.  All Americans hold this right as sacred.  Many of our young people put on a uniform and risk their lives to defend it. My film is all about asking the questions that should have been asked before those brave soldiers were sent into harms way. For you to throw Linda Ronstadt off the premises because she dared to say a few words in support of me and my film, is simply stupid and Un-American. Frankly, I have never heard of such a thing happening. I read that you wouldn't even let her go back up to her room at your hotel!  Are you crazy?  For crying out loud, it was a song DEDICATION!  To "Desperado!" Every American loves that song!  Sure, some people didn't like the dedication, and that's their right.  But neither they nor you have the right to remove her from your building when all she did was exercise her AMERICAN right to speak her mind. Of all the things that go on in Las Vegas, this is what creates the need for serious action? What about the other half of the crowd at the Aladdin who, according to the Las Vegas Sun, cheered her when she made her remarks? Did you throw them out, too? I think you owe Ms. Ronstadt an apology. And I have an idea how you can make it up to her -- and to the millions of Americans you have offended. Invite her back and I'll join her in singing "America the Beautiful" on your stage.  Then I will show "Fahrenheit 9/11" free of charge to all your guests and anyone else in Las Vegas who wants to see it. Mr. Timmins, as the song "Desperado" says -- "Come to your senses! " How can you refuse this offer? I await your reply. Yours, Michael Moore Director, "Fahrenheit 9/11"

And, here's Bill Timmins reply to Michael Moore.  As you can see, he wasted no time in getting back to Moore:

July 21, 2004 Attention: Michael Moore, In response to your letter dated July 20, 2004:  You are correct that I had security remove Linda Ronstadt from Aladdin Casino and Hotel where the fun never ends and everybody wins. How very interesting to learn you are such a fan of Ms. Ronstadt.  You questioned where I live and surprisingly knew Las Vegas is in the United States. You should visit it sometime. There are thousands of wonderful ' All You Can Eat' buffets. There are also a lot of casinos who's owners don't f%@k around. I am aware of the First Amendment and you have the right to talk about your hatred of America but once you are on my property and you are upsetting my guests, you will quickly learn about my rights. I can't remember if it was Jesus or George W. Bush that said, "Freedom is a two-way street." Ms. Ronstadt learned this long before I had her thrown out of my casino. You question my actions? If you come onto my property and upset my guests, you will receive the same, if not worse, treatment than Ms. Ronstadt received.  I am sure your mere presence would upset my guests. You claim your film, "...is all about asking the questions that should have been asked before those brave soldiers were sent into harms way." I think your film does nothing but aid the enemy and hurt our troops. You have betrayed our troops, our leader and America. I have no respect for you or your vision of what America should be. I paid Ms. Ronstadt to entertain my guests, not divide them. The half that did not leave probably thought the verse you mentioned, "Why don't you come to your senses" was addressed to you. Maybe she should have dedicated her song, 'You're No Good' to you.  I would have asked her back, had she done that. Regarding your request for me to apologize to her, have you and her on my stage singing anything about this Country and then playing your piece of shit film is ludicrous! One of my workers is currently throwing away every complaint letter from brainless followers of you, claiming they will never visit my Casino. I could not be more pleased to know my casino and hotel will always be void of the kind of people who support you. Meanwhile, my hotel has been quickly booked solid for the rest of the year with true Americans who love this Country and support our efforts overseas. They will see a framed copy of your letter and my response in the lobby to ensure they begin their experience with a laugh. Sincerely, Bill Timmins, President Aladdin Casino and Hotel Las Vegas, NV

Again, while I don't suggest you go and do something like this, there's no doubt, both Michael Moore and Linda Rondstat have benefited "promotion" and sales-wise, from this escapade.

Anyway, here are 3 EASY things you can, and you should do... if you're looking to self-promote:

1. Sometimes promotion is easier than you think.  For example, have you ever received a personal thank-you note from someone you've done business with?

If you're like most people, your answer's probably "No."

So imagine, for example, if you got a thank-you note that also included something "extra" in it, you weren't expecting?

You’d be blown away, right?

In fact, if you do it right, you'd even be able to use your "thank-you" letter as a platform for a back-end sale.

That's the exact premise of what a "stick" letter like this does:

If you want to download a copy of this letter for your files, head on over to my "Writing Samples" webpage and click on the "stick letter" tab.

It's called a "stick letter" because this thank-you letter is designed to reduce refunds -- helping your orders "stick".

2. Here's another simple way to promote yourself -- and you can even have your spouse or other family members helping you with this one.

How about getting a nice fat rear-window or bumper-sticker with the name of your business pasted across it?

That's easy, cheap, and after you put the sticker on, it requires literally no additional work.

Here's a place I used to order a www.kingofcopy.com clear transparent sticker:  Signs By You

I've had several people on my list tell me they signed up because they saw the sticker on the back of my window.

Not a bad investment for $15 bucks, hey?

3. Lastly, in another Tip Of The Week:

   “Finally, An Exciting Way To Generate Qualified Leads... And... Get Your Prospects
   All Fired-Up About You!”

I talked about how to use a contest sweepstakes to sell more.

Another option you have is to create an "event" and use the event to sell for you.

Here are some examples of what I mean:

• Run a seminar
• Sponsor a community parade
• Create an awards ceremony and have a presentation.  For example, if you own a dry-cleaners, run a "Which 7th grader can best explain the importance of having a clean environment?" awards contest.
• Host a book signing.  If you're self-publishing, you can run it in a library or in a business that sells something related to your book.
• Sponsor a charitable holiday or weekend dinner for people who can't afford to feed themselves
• Run a presentation at an animal shelter or retirement home
• Host an exhibit at a mall
• Have a grand opening for your store
• Sponsor a community 5K race, and give the proceeds to a local charity related to your product or service
• Sponsor or put on a free Lunchtime Concert
• Display your products or service at a store or mall, or offer free health or legal check-ups

One example of this that's used all over town, is when you have chiropractors and massage therapists setting up in a store or mall, giving away free exams or free 2-minute back-rubs.

These events are extremely effective.

How do you know? 

I've asked a number of chiropractors and massage therapists and they've told me so.

Plus, they come back week-after-week to run these events -- so you know they're not doing this for their health -- they're doing it because it works.

Whenever you're giving your prospects the opportunity to see you in action and take a "test drive", what you're doing, is giving out "samples" of your product.

And is there any better way to get your prospects involved with you than this?

No Way!

Of course, whatever event you plan, make sure your participants are part of the targeted demographics of your prospects.

If you have a regional law practice that operates in Oakland, California, don't feed the homeless in Manhattan -- I'm not so sure how far that'll get you with respect to promoting your practice locally.

This is the same thing food distributors do, handing you small tasty bites of grilled chicken, or cheese and crackers, as you walk up and down the aisles of your local supermarket.

And did you know, advertising legend Claude Hopkins, the author of Scientific Advertising, was really big on giving out samples and coupons for samples?

It's true.

Want to know why?

Because it's a fantastic way to measure the results of your marketing.

You can find out how, yourself -- I'm going to put up a copy of Scientific Advertising on my website this week, for you to download and read yourself.

I'll let you know, as soon as it's up.

If you haven't yet read this copywriting and marketing classic, I'd encourage you to do so at once.

Hopkins is a brilliant writer.

You'll have no problem following anything, and you won't feel "pressed" to understand his conversational tone, even though the book is nearly a century old.

If you have any questions about some promotional ideas you're thinking about using, give me a holler and I'll be happy to talk about them with you.

P.S.  The answer to last week's mystery quote:

“It’s not your strongest attributes that
show who you are... it's the choices you make.”

Believe it or not, this quote came from Richard Harris starring as Professor Dumbledore in the movie Harry Potter And The Chamber of Secrets.

I'm not really a Harry Potter fan, but at the suggestion of my daughter, we watched it together and they're actually really brilliant movies and a great way to spend a rainy afternoon with your kids.

A few people sent in some guesses, but unfortunately no one guessed correctly.

P.P.S.  Next week... a very hard-hitting copy tip about how to tap into the newest trends in consumer behavior!

Any comments?

Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!

You can reprint, or link to this article, or to any article on this web site, as long as you include the following text-box:

“Craig Garber is America's top direct-response copywriter.  Join the ranks of Garber's swelling list of global VIP's who subscribe to his unconventional weekly marketing moments, and discover how to dramatically boost your sales and improve the response to your sales copy, on his website at http://www.kingofcopy.com. Copyright © Craig Garber.  All rights reserved.”

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