Shel Horowitz's Monthly Frugal Marketing Tip, Vol. 7, No. 3, July 2003

This Month's Tip: Claim Your Expertise

By Dr. Paul Hartunian mailto:Paul@Hartunian.com

[Note from Shel: I've long been an advocate of this strategy. Go to any of my websites and you'll see "credentials" tuned to the specific needs of that audience. I'll even go farther and pitch a specific set of credentials to a subset audience, such as reporters visiting my site. For instance, on all my sites, my press rooms include a list of radio shows where I've been a guest.

Years ago, when I sold my book, Marketing Without Megabucks: How to Sell Anything on a Shoestring, to Simon & Schuster, my proposal noted that I was the author of two previous books. I never said what the books were, and nobody ever asked. One was a book on a completely different subject, and the other was a very crummy self-published book I'd done back in 1985, before I knew anything about how to make decent book. But by presenting myself as the author of two previous books, I was able to claim the territory of "established author who should be taken seriously."

So when I saw Paul Hartunian's article in his newsletter, I immediately wanted to share it with you. Paul has generously granted permission--and here he is.]

When I speak about publicity at seminars around the country, on teleseminars and on the calls I have with my Elite Mentoring Program members, one of the hottest publicity strategies I urge them to use is to claim a title.

When I wrote the book "How to Be Outrageously Successful With the Opposite Sex", I sent out press releases claiming to be "the nation's leading authority on dating and relationships.

Who said I was the nation's leading authority on dating and relationships?

I did.

But I went further than that. I challenged anyone who thought *they* were the nation's leading authority on dating and relationships to call the talk show I was on and challenge me.

I did over 2,000 interviews about that book. In all that time and during all those interviews, not one person called to challenge me. I claimed a title, I offered to take on challengers and, to this day, I remain the undisputed, unchallenged nation's leading authority on dating and relationships.

Why aren't you claiming a title? Are you afraid someone might challenge you? Then why are you selling your product or service? You obviously either don't believe in the product or in yourself.

If you're not comfortable saying you're the nation's leading authority, how about saying you're "a respected authority"? Heck, if you aren't an authority on the product or service you're offering, get out of the business!

One of my Elite Mentoring Program members, Joe Barbarite has claimed a title. Joe calls himself "The Retirement Doctor". He even has a website - http://www.TheRetirementDoctor.com where there is over 600 pages of financial planning information.

When you claim a title, be sure you can deliver what you claim. If you claim to be a retirement expert, a relationship expert, an expert on water purification, web design or anything else, be sure you know your stuff.

One of the best things that could happen to you is that someone challenges you. That could make for a great interview. And, if you lose the challenge, like all good competitors, you ask for a rematch and get *another* interview.

This tip originally appeared in Paul's free weekly publicity ezine, 'Paul Hartunian's Million Dollar Publicity Strategies.' Sign up at http://www.Hartunian.com/ezine. Each issue is packed with specific information that'll help you get loads of publicity for your product, service or business."

Thank you reading this back issue of Shel Horowitz's Monthly Frugal Marketing Tips, published every month since May, 1997; please click here to view the complete archives, grouped by subject. Shel is an internationally known copywriter and marketing consultant, author of Grassroots Marketing Getting Noticed in a Noisy World, Principled Profit: Marketing That Puts People First and several other books, and creator of the Frugal Marketing web site. Please click here to contact Shel.