2. There’s a “magic halo effect” that comes from being a media guest. Why? Because the fact that you were smart enough to get interviewed in the media means you must be “somebody.” You’re given enormous amounts of credibility just by association, because most people lack the courage to even approach journalists. Your ideal customer has likely never even dared to dream that they might someday be interviewed in the media. It seems too lofty. But there you are -- and you paid absolutely nothing for that one sentence that means so much, as opposed to $67,281.48 for that quarter-page WSJ ad that will be ignored by most.
One big media hit can change the rest of your life. I have lots of clients who are authors or speakers who will testify to this. If you’ve also got a strong, professional-looking website, some ancillary platform components (ebooks, YouTube channel, podcasts etc.) the media hit will be like the tide that raises all ships. When you get publicity, you get eyeballs plus credibility. Credibility equals trust, and people buy from people they trust.
Most people don’t realize this, but this is a symbiotic relationship. The really big surprise about using the media to build your platform? They need you just as much as you need them. I invite you to consider what it’s like from the journalist’s side of the desk.
Journalists have to fill an entire newspaper or broadcast every day with stuff that will intrigue and attract readers or listeners or viewers. Why? Because the more eyeballs the media attracts, the higher its advertising fees and therefore the higher its revenues.
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