1619 – What Do People Need Right Now? with Richard Kaye

0:28Hey there, thoughtful listener. million in revenue. Just head to upmyinfluence.com and watch my free class on how to create endless high-ticket sales appointments. You can even chat with me live and I'll see and reply to your messages. Also, don't forget, the thoughtful entrepreneur is always looking for guests. Go to upmyinfluence.com and click on podcast. We'd love to have you.

0:59with us right now it's the one the only it's dr richard k richard you are found on the web a few different places which we're going to get into in this conversation uh your your primary kind of personal web page is richard k.com that's k-a-y-e.com richard thank you so much for joining us. Fun, Josh. Yeah, I'm all over the place, right? You know, so I've got a few questions here. So there's a couple of areas that looks like, you know, you're kind of within your domain expertise. Now, I should say you're a retired chiropractor, but what you're really known for is your negotiation prowess as, you know, kind of an expert.

1:42And then, of course, publicity. And so How would you sum up your impact and work in the world today? Well, Josh, what it turns out I'm best known for is helping people grow their businesses and accelerate their business and their bottom line. These days, I do it by helping people secure amazing publicity. What does publicity do? It gives you credibility. I'll give you a short story. When I started my chiropractic practice and drove from New York to San Diego, I was one of 300 chiropractors. How the hell can you stand out from that crowd? Well, I got myself on a morning television talk show, turned that into a regular guest on there.

2:28Got a major article in the San Diego Tribune and one in the Los Angeles Times wound up on radio and magazines. Got on the 630 news. One day I get a phone call from a producer, Josh, at PBS. She said, who are you? We're hearing a lot about you. Can we come out and do a special? I said, what? All of a sudden, I'm no longer one of 300. I'm now the most recognizable name as a chiropractor in San Diego. The fact that I shut my practice a year after that and retired had nothing to do with that. So Josh, you used to be in PR, of all people, you can appreciate the value of someone's name and practice.

3:13My name was Quantum, my name, the name of the office was Quantum Healing Center. And just as an aside, when I shut it down, I tried to sell it to Deepak Chopra and never heard back from them. Hello, Quantum Healing. So again, you understand PR, it's what you did. You can appreciate. Go ahead. Yeah. So the, you know, of course, you know, my experience with this in, in, I'll just kind of just for someone who might be new to the program that, you know, that's how I built a seven figure of your company is with zero ads. And I'm going to ask you about that in just a second. But, you know, it was just going out serving audiences, you know, delivering as much value as you can truly advocate, you know, for that viewer, for that listener, for that reader and asking ourselves, What do they really, really need right now?

4:03Well, if you do that enough, you don't have to advertise. And I suspect, Richard, that you're not a huge billboard advertising guy. Like, I don't see you having to pay tons and tons of money because advertising, I think it was, I forget that it was a founder of Geek Squad who said this. I'll get your take on this. Advertising is the tax you pay for being unremarkable. What's your say on that? I love it. I love it. You know, you bring up an interesting point. Let's talk about the distinctions between public relations, advertising, and what we do as publicity. Now, the 50 ,000 foot view on PR is making phone calls and sending press releases.

4:44There's a lot more, as you know. That's the 50 ,000 foot view. And then you pray to God, someone's going to say, I want that person. Does it work? Absolutely. Absolutely. Advertising is paying so that people can know who you are. We did a conference in LA at the LA Convention Center a couple of months ago, and you walk out of the hotel and there are these 40 foot, I guess 30 foot high marquee signs with pictures on them. And, you know, it's all neon and LED these days and just glows at you. That is trying to convince the world that you're really good. What we do is publicity. Josh, we guarantee our results.

5:25We guarantee a bestselling book in multiple categories. We just finished an event. We just had a three-day event called the publicity and publishing conference. During the event, one of our clients went number one in three categories during the event. That's impact. We get people in the Los Angeles Tribune. We get them articles. We get them in USA Today. This is all guaranteed. We get them on the NASDAQ television program New to the Street. It's different when you're talking about how wonderful you are. It's different when other people are talking about how wonderful you are. That's the power of publicity.

6:11Yeah. So I don't doubt that you're able to get amazing results for your clients. But let's talk about some of those principles that you're using. And, you know, so the value of media is not I mean, visibility is a component of it. But the authority is it can be a cash cow if you use that. But what are some of the kind of tried and true principles that you would recommend for someone that is looking to be recognized so that they can stand out ahead of their peers? Ladies and gentlemen, don't take this personally. No one cares what you do. no one cares about it we're all interested in the same thing what's in it for me when you are pitching whether it and let's be totally transparent when josh and i had this conversation i didn't tell him how wonderful i am what i've accomplished they said this is what your audience is going to get out of it that's what every show host wants to know and in a moment i'll tell you how to get on radio and television using those principles.

7:12Whether you're pitching your services, a show host, a radio program, television, talk about what the other person is going to get out of it. Let me know how you know this. When you look at someone's website and it's, I do this, I do this, I do this. I've been doing this for 117 years. Does that grab your attention as much as a website that says, this is what you're going to get out of working with us. That's the distinction.

7:45Okay. And then, so obviously, you know, messaging and having the right mindset is going to be really critical. I think where I hear a lot of people confused, right, is they think, okay, well, is the answer to getting press, I understand the value of having a great message, Um, but how do I initiate those, uh, relationships with, with folks that are in the media or, you know, folks that are, they have audiences, um, you know, some folks might look at it as just, you know, lead gen or outreach, right. And that they're kind of looking at it that way. Um, I don't think press releases are going to be the answer you give.

8:27Not anymore. What would you recommend for initiating these new connections, relationships within the media that could be so valuable? Find out who your target audience is. And I'm going to go back to decades ago when I was pitching the media and getting on a talk show. And I was in San Diego. There were myriad talk shows. Who was the audience that I want to target? So I targeted a show called Sun Up San Diego. It was the local talk show. Ladies and gentlemen, find out who is in your niche. In my business, I don't want to go talk to plumbers or electricians. Nothing wrong with it. That's just not my target audience.

9:09My audience are entrepreneurs. So I'm going to look for who has an entrepreneurial audience. Josh has got one of the best ones out there, Josh. And that's one of the things that caused me to connect with you. I said, OK, here's a guy who's got a great audience. Let's see how we can connect. in a bigger organization and by the way i'll tell you how to get on radio i said i would do that don't bother with the host now in a smaller business you know josh and me yeah you know we're one-on-one we're real people here if you have a va or whatever find the producer of the show now when i did it way back when it was yellow pages i'll bet some people don't even know what yellow pages are i don't know if you can find them i'm now i'm interested are there Is there anyone who's publishing a print yellow?

9:59I'm sure there's directories out there. Somewhere, yeah. Bangladesh, maybe, but not in this country. Today's easy. Go online. Find the producer. That's the decision maker. Pitch to the producer. And another thing that's important is be articulate in your pitch. Yeah, down at the bottom, you can include your bio and tell them why. and again you're going to pitch to the producer what their audience is going to get out of it and here's total transparency when you get on the show be intelligent look at the host or look at the camera don't wander off and look all over the place it looks like you're not interested you know you're out you're a space cadet you may be but play the game of being in the third dimension it works and that's particularly important in our zoom world where a lot of media you're going to be doing is on zoom you need to know where the camera is and you need to get is look into the soul of the camera and that might mean you need to hide viewfinders you might need to hide the window because a lot of times richard we're looking at ourselves because we're self-conscious we're like how do i look do i look like a dum-dum uh you you just you and you already want to look at the person you're talking to, which is normal, which is nice.

11:16That, that, that looks really weird for other people watching you who, again, the audience needs to be, that's where your focus needs to be. So yeah, that's a great tip. Um, any tips on the language for reaching out? And that's a really great reaching out to the producers, not the talent, the talent, unfortunately, they do get bombarded. Um, and all they're simply going to do, even if you do are able to engage with them, they're just going to say, you know what, we've got a team for that. You know, go, here's the page, you know, for news tips or whatever. And that's all they're going to do is redirect you generally, unless I would say one, one tip though, I would say is if you can form a relationship with that person, authentic person, human to human relationship with that person, and you're willing to spend time there and build and cultivate that relationship, then that can be an in.

12:10But if you're still kind of cold to that talent, it's not going to go real far. And you're absolutely right on that. How would we construct that language or that, you know, that pitch or that outreach? Like, what should we say? Well, I'm going to back up just a little bit before the answer. Sure. We all have heard it's who you know. No, it's not who you know. I know who the president is. Does the president know me? No, it's who knows you? Who do you have in your Rolodex? Now that segues right to what you would talk to Rolodex. That's another one. Who do you have in your cell phone? It's who you have that personal relationship with.

12:53And by the way, if your name is Bill Clinton or Hillary Clinton, politics aside, you can go to the host. You've got some leverage. Otherwise, you want to build a relationship with a producer. Again, you can find online. And I'll be transparent. There are dating sites that I use. These dating sites are for podcasters and webinars. I'm married, so I don't go on those kinds of dating sites and build a relationship write a compelling short note to the connection and most of the time on these matchmaker type uh uh for podcasts it is the person directly so introduce yourself you know and listen to the program make sure that you are a fit.

13:46Tell them why you're a fit and how you can, again, I go back, my consistent baseline is how you can serve their audience. This is not about you showing your brilliance. And again, Josh, total transparency, engage the host. You notice a few times Josh is responding. And instead of my being, shit, this is my time. I'm happy to make Josh look like a superstar. Yeah, that's your whole job, ladies and gentlemen, make the host shine. You know, Richard, and I'll share the dynamic of what you just pointed out, that audience subscribes or tunes in or is pre congregated to that host platform or that TV show, because they like the host and they trust the host is going to bring them good people.

14:35but um yeah that's absolutely so you know my point on that and i'd love your take on this right is you know it is if you can you know in a very authentic way make the host look good at their job make the i'll tell you you know also extremely important make the producer look really good for making that connection like and that was kind of my mindset with the uh you know whoever the connectors were to make that happen. I wanted to make sure like I would before and afterwards, I would compliment whoever the producer was to the talent. I would compliment the talent to the producer. Like I want them to know that I really appreciate this opportunity.

15:16And it's really, it's a joy to work with professionals who care like I do about serving audiences. And that's the key. And I'm going to drop one other key in here. Send the producer, send the host a thank you card, a handwritten thank you card. Why do that? Josh, you've got a lot of people who you interview. You've got an amazing audience. I'm just going to guess you don't get a thank you card for the time that they spend with you. You may, there may be one or two people out there. Now, go ahead. What are you going to say? It's about one out of 150. Well, I would say one out of 100 to one out of 150, somewhere in there where I get, usually they like to send me their book, you know, which is, that's fine.

16:07That's a completely different subject. We don't have time to get into that. We've got thoughts on that, but we'll save that for another time. um i'm sorry richard i interrupted you because what you're saying is like so it's so good i just want to i just want to validate what you are saying it makes a huge difference these small little things spending more time and more quality time and more attention with fewer people you don't need thousands of journalists what you need is like you know five to 15 like really strong key relationships and the rest will happen organically i'm sorry richard go for it no no you're right on And you can do the rest of the talk because you get it.

16:47That's the whole point. And I would suspect that those people stand out. You know, if you're going through, they're going to stand out. So ladies and gentlemen, you're hearing it from Josh. Forget what I said. Josh is amplifying the fact. So when you are a guest, now you say, what if you don't have their address? Ask them. If I don't have Josh's address, physical address, I'm going to send them an email or a text and say, hey, Josh, what's your address? And by the way, I don't have your email, but we'll check up on that. So I want you to watch this. Many of you want to get on radio. That's an assumption.

17:23That's an assertion. I'm going to take about 20 seconds here. If you listen to talk radio, find out, listen to the shows, again, that have your audience. Typical radio has three guests an hour. Typical show is three days a week. That's nine shows a week, 50 weeks a year, allowing two weeks vacation. That's 6 ,500 guests to rest your AM, FM, radio, talk show. They need 6 ,750 guests a year. Typical talk programs are three different hosts a day. That's over 20 ,000 guests they're looking for. they need you more than you need them and you want to be sure that you are trained that's one of the things we do is provide the training to be present and i'm going to go back to something else before we begin to wrap up you asked and i'm going to tell you don't use big words don't use industry specific words to impress people you've lost them when you've done that so um back to you Josh?

18:33Yeah, Richard, you know, and I suspect, you know, folks may be doing their research, you know, search that this episode came up. They've been listening to our conversation and they're like, I want more Richard. And there's so many ways that I know that you serve your clients, your audiences. Would you mind sharing maybe some great next steps for folks to kind of continue on this path with you? Thank you for even asking. Talk about publicity.com. It's that simple. One word, talkaboutpublicity.com. Let's explore the potential for you to be a best-selling author, to be on national television, to be on Forbes, to be...

19:13When I was in Forbes Magazine, it was like, oh my God, what does that do to your credibility, ladies and gentlemen? That's what we do. And I want to give everyone a gift. We have... How many emails... You don't have to answer, Josh, but how many emails do you trash because you look at the subject and it's not interesting? So 99%. There you go. I'm incredibly protective of my time and attention. And I just, I have to be, it's, I'm just in that position where it's, yeah. So ladies and gentlemen, guess what? Your emails also don't get open. I have a gift for you, richardk.com, r-i-c-h-a-r-d-k-a-y-e.com forward slash 1000.

20:01That's 1000 proven valuable emails that will enhance the potential for your emails to get open. And then we have an event coming up, and it's called top talent jv t o p t a l e n t j v.com register it's free. It is not a sellathon There's nothing for sale. It's not one of those. And we'll give you two ginsu knives because they couldn't afford four. There'd be no sales. No one's going to talk for more than 15 minutes. It's not a pitch fest. It's for your education and your networking. Love to see you there, Josh. Ladies and gentlemen, reach out to me. Talk about publicity.com. Looking forward to how I may serve you.

20:47All right. Talk about publicity.com. richardk.com forward slash 1000 and then toptalentjv.com each of those links my friend who's listening right now click on the show notes click on the little information icon look around just keep clicking in your app you'll find where we've got the links directly richard to your websites i want to thank you so much for this great conversation sorry for chiming in so much but then you happen to be talking about a subject as you can tell i'm quite passionate about because It is a life changer and a game changer if you can gain that notoriety, that authority, and that respect within your industry because you're just seen as a contributor.

21:26You're contributing to the conversation. You're moving thought forward. You're assisting. You're serving those audiences, Richard. Thank you so much for bringing this topic to the show. Thank you so much for sharing your wisdom. It's been a great conversation. Thanks, Josh. or professional who would like to be on this daily program. Please visit upmyinfluence.com slash guest. If you're a listener, I'd love to shout out your business to our whole audience for free. You can do that by leaving a review on Apple Podcasts or join our listener Facebook group. Just search for The Thoughtful Entrepreneur in Facebook.

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