How to Get a Great Publicity Headshot

If you're seeking publicity, it's important to have a good publicity headshot on file.

I recently visited a conference Web site to learn more about the keynote speaker and was stunned -- absolutely stunned -- that this individual being touted as the go-to person on this particular topic was using a really bad, squinting-into-the-sunlight amateur snapshot as her "I'm the keynoter" headshot. It did nothing to build credibility.

A few days later, I followed a link to the blog of a business consultant and was confonted by, again, a large amateur snapshot of the man sitting on a chair in the living room of his home (it wasn't even his home office...) wearing a t-shirt and shorts. This wasn't some 20-something who hasn't figured things out yet. This was a Babyboomer.

Like it or not, packaging matters. If you're selling professional advice to other professionals, look like a professional in your publicity photo (and the photo on your blog counts as a publicity photo). I'll admit that some people use too much smoke and too many mirrors but clearly, others don't use enough.

The current issue of my free Build Book Buzz e-zine features tips on how to get a great publicity headshot. You'll get the issue automatically when you sign up for the newsletter before the next issue goes out on July 22.

What's the worst publicity headshot you've seen? Post the link here!

Did Toxic Fat Kill Michael Jackson?

My-daughter-the-Mediabistro.com-intern sent this gem to me tonight; it's worth sharing. In its Pitch of the Day feature, Mediabistro's PRNewser section reprinted a media pitch designed to turn Michael Jackson's death into a PR opportunity for the author of a book on toxic fat. What does toxic fat have to do with Michael Jackson's death? Nothing. Ab-so-lute-ly nothing. But that doesn't stop the silly publicist from sending out a pitch titled, "DID MICHAEL JACKSON DIE FROM TOXIC FAT?" (Really -- you have to laugh!)

I am always encouraging publicity seekers to find a connection between the day's headlines and their product, service, or organization, but this is so absurd it's funny. It's a great example of what not to do. It's also a reminder that you should always be looking over your publicist's shoulder. Most are smart, sharp, and creative but some are real tools.

Spiderman for President? A Social Media Experiment

Maria Tchijov, one of my blog readers, has recruited me to help campaign for her candidate for president: Spiderman. Maria is participating in the New Organizing Institute's bootcamp, a program that teaches a select group of participants how to run a modern campaign for a candidate or organization. They learn about everything from fundraising to how to use social networking tools during the day . . . in the evening, they put what they learn to use in a campaign.

Maria is on a team that is working ever so diligently to get Spiderman elected as president. Campaign headquarters is Spidey's election Web site featuring a personal message from Peter Parker himself. It's an example of what the bootcamp students are learning about how to get a candidate elected, so study it to see how they're presenting Spiderman's position on the issues, see what social networks he particpates in, and read his blog. And don't forget to view his inspirational video on YouTube.

The election takes place this Friday, July 10, and we want your vote! Mark your calendar to return to the campaign site on Friday to vote for Spiderman!

Shameless Self Promotion, Part 2

Part 2 of my interview on "shameless self promotion" with Leslie Levine on her AllBusiness.com blog ran today. My interview with the lovely and talented Leslie and a posting I read on a writer's forum this morning made me think that it might be a good opportunity for me to share my philosophy about this topic.

First, a bit about the forum posting: In a discussion about how to use a social networking site for books and authors for book promotion purposes, a member commented about how annoyed he became by a member who continually sent out blatant promotions for her self-published book. Her presence on the site was limited to obvious and persistent book promotion. Of course this was annoying, so he deleted her from his network.

Her loss and her mistake.

Here's my simple philosophy about self-promotion whether it's in the online or the offline world, whether we're talking about networking or media relations: Promote your business, product, or service by sharing what you know. When you share your knowledge, instead of always shouting, "Buy my product! Buy my product!" you're building credibility while helping others. How can you lose? That "Look at me! Look at me!" method that seems to be so prevalent on Twitter and elsewhere alienates people pretty quickly, but nobody gets tired of a friendly voice saying, "Perhaps I can help."

If you know what you're talking about and you're willing to share what you know, you will lose nothing and gain much.

What's your promotion philosophy?

Is Self-Promotion Shameless?

Leslie Levine, the PR columnist at AllBusiness.com, interviewed me this week on (ahem) shameless self-promotion. Part 1 ran yesterday; part 2 will run tomorrow. (Skip all the "blah blah blah about Sandy" stuff at the top and jump down to the questions.)

I was glad she asked me to chat about the topic because it's one that the students in my book publicity e-course struggle with time after time -- particularly the women. I often spend just as much time helping them understand that it's about the book, not them, as I do teaching them how (and why) to position themselves as experts or how to create and send out a tip sheet.

If you're one of those who are uncomfortable promoting a product or service that you have a strong personal connection to, look around at some of the successful people you know or work with -- especially the men -- and see how easily self-promotion comes to these people. It is more natural for some -- have I mentioned men? -- than for others, but if you accept that your professional success depends on others knowing and understanding what you can contribute to the process or product, it will get easier.

Enjoy part 1...read part 2 tomorrow. And, of course, tell me what you think!

Are You Motivated by Negative Messages?

Today's snail mail included a postcard from a marketing company warning me that the economy isn't going to improve soon and, in fact, is just going to get worse. So, I'm told, if I just keep doing the same old, same old, I can expect to be massacred.

Shucks. I might as well just slit my wrists now and get it over with. Why hang in there any longer? Except...if I do...and if I sign up for their fabulous program that will make me wealthy...well then, there might just be hope for my survival after all!

These types of Chicken Little "the sky is falling" negative marketing messages don't motivate me. I avoid negative people in my day-to-day dealings, and will continue to avoid them as I make decisions about resources or services that will help me succeed in my business, so I dropped the postcard into the recycling.

But I'm wondering how you feel about this. Are you motivated by these types of messages? Will you buy a product or service because somebody tells you that you are doomed if you don't? Do you use these types of messages in your promotion or publicity materials? I'm not talking about a pitch that warns people about a public health risk or the dangers of not watching your kids when they're at the pool. I'm talking abut these more aggressive business messages. I'd like to hear what's working for you.

Now I Really Don't Want Sawyer's Job

As a follow-up to today's earlier post below, we now know that the knucklehead was having an affair in Argentina. Looks like his staffers -- including Communications Director Joel Sawyer -- won't be riding his coattails into a higher office.