Use Press & Media to Build a Business That Lasts | 029

Sharon Galluzzo: 00:00:04

Rob, Hey, welcome back. We are here with

Sharon Galluzzo: 00:00:07

the Expert expert today, and I am so excited to introduce you

Sharon Galluzzo: 00:00:13

to rob Lang. I'm going to read his bio for you for over 35

Sharon Galluzzo: 00:00:18

years as the expert which happens to be trademarked folks.

Sharon Galluzzo: 00:00:24

Rob Lang has specialized in working with entrepreneurs and

Sharon Galluzzo: 00:00:27

business owners to create the business behind their skills,

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talents and areas of specialty, while positioning themselves as

Sharon Galluzzo: 00:00:36

authorities and experts in their field through the use of press

Sharon Galluzzo: 00:00:39

and media, creating a business that can be monetized for

Sharon Galluzzo: 00:00:44

sustained success. Welcome Rob. So glad that you're here. A

Sharon Galluzzo: 00:00:49

couple other things, just some highlights from the bio that I

Sharon Galluzzo: 00:00:52

didn't read. Rob has been doing this for a very long time, even

Sharon Galluzzo: 00:00:57

though he looks like he's 20, he's been doing this for 35

Sharon Galluzzo: 00:01:01

years. So when he says, expert, expert, he has been there and

Sharon Galluzzo: 00:01:05

done that with so many famous folks. And I told him before the

Sharon Galluzzo: 00:01:10

interview that I will twist his arm to share some stories with

Sharon Galluzzo: 00:01:14

us about those people. Because, you know, who doesn't love a

Sharon Galluzzo: 00:01:17

great celebrity story? And so we'll, we'll get him to talk, to

Sharon Galluzzo: 00:01:22

open up about some of those things as we get into the

Sharon Galluzzo: 00:01:24

conversation. And I just want to bring to the mic right now.

Sharon Galluzzo: 00:01:28

Welcome Rob. Expert, expert. Let Tell us. Tell us the first thing

Sharon Galluzzo: 00:01:32

we need to know about press and media for building our

Sharon Galluzzo: 00:01:35

businesses.

Rob Lange: 00:01:36

Oh, well, thank you so much here, and it's great to

Rob Lange: 00:01:39

be here. I think the first thing about press and media is, you

Rob Lange: 00:01:42

know, there are so many different marketing and

Rob Lange: 00:01:45

promotion and ways to try to get exposure and get your name and

Rob Lange: 00:01:49

your business out there, and some of them can be costly. When

Rob Lange: 00:01:53

you go into them, you don't know what the results may be. Will

Rob Lange: 00:01:56

there be a return on investment? Was it a waste of time and

Rob Lange: 00:01:59

effort? But the one thing that has continually worked over and

Rob Lange: 00:02:05

over again, without fail, is the use of the press and media. Now,

Rob Lange: 00:02:09

the press and media is a very it's over 500 years old. And

Rob Lange: 00:02:14

current press and media, if you think back the last 100 years,

Rob Lange: 00:02:17

we invented TV, we invented radio, we invented the internet.

Rob Lange: 00:02:20

I mean, really, things have really just taken off online

Rob Lange: 00:02:22

media. So media is very powerful. It's influential. But

Rob Lange: 00:02:27

most people don't think of it as a business tool, something that

Rob Lange: 00:02:30

you can use in your business. And once you understand how the

Rob Lange: 00:02:33

media works, that's kind of the first part of it, is they work

Rob Lange: 00:02:36

very specific way. We were talking off here about structure

Rob Lange: 00:02:39

and systems, and that's what they thrive on. And if you can

Rob Lange: 00:02:43

learn their structure and systems and learn how to tap

Rob Lange: 00:02:46

into that, this is a resource that you can use over and over

Rob Lange: 00:02:49

again, and it's absolutely free. Every time you do it, you never

Rob Lange: 00:02:53

have to spend a penny to pay for ads or media buys or any of

Rob Lange: 00:02:58

that. Once you learn what I teach in my coaching and my

Rob Lange: 00:03:01

program. It's something you can do over and over again. And you

Rob Lange: 00:03:04

know, you hear experts or gurus talk about, you got to keep top

Rob Lange: 00:03:08

of mind awareness and keep in front of your audience. This is

Rob Lange: 00:03:10

an excellent way to do that. And over the last, I don't know,

Rob Lange: 00:03:15

1520, years, everybody's talking about in the movie has been to

Rob Lange: 00:03:19

social media, but what I'm talking about is mainstream

Rob Lange: 00:03:22

media, because when you get real good mainstream feature length

Rob Lange: 00:03:28

coverage of you and your business, you can take that and

Rob Lange: 00:03:32

cross it over to social media, and it gives you content for

Rob Lange: 00:03:34

both. So it's the best of both worlds

Sharon Galluzzo: 00:03:36

that's really cool. But I'm not I'm gonna

Sharon Galluzzo: 00:03:39

challenge you here, Rob, because they're out there thinking it,

Sharon Galluzzo: 00:03:42

and I'm gonna say it sure tell me that an HVAC company or a

Sharon Galluzzo: 00:03:48

dentist office or a dry cleaner can get press and media like,

Sharon Galluzzo: 00:03:55

and also talk about what press and media is like, and tell us

Sharon Galluzzo: 00:03:58

like, can, Can we really get exposure that way

Rob Lange: 00:04:01

you can and and the first thing is like, I say the

Rob Lange: 00:04:06

the media is influential. It's powerful, it's credible. And

Rob Lange: 00:04:09

when you are in the media that that is reflective on you, the

Rob Lange: 00:04:15

media has a lot of credible sources. That's why you can't

Rob Lange: 00:04:18

just pick up the phone and say, Hey, I'd like you to do a story

Rob Lange: 00:04:21

on me. The media has wire services, media associate, news

Rob Lange: 00:04:26

associations, all of these credible and approved resources

Rob Lange: 00:04:30

that they know they can get their media, their content ideas

Rob Lange: 00:04:33

from, and that's why it's important to tap into the way

Rob Lange: 00:04:37

they operate. But in reality, one of the things I take the

Rob Lange: 00:04:41

greatest pride in is, you know, I started working with

Rob Lange: 00:04:43

entertainers and and I don't mean to slam them, because I was

Rob Lange: 00:04:48

one of them, and I have a lot of friends that are, but they are

Rob Lange: 00:04:51

the worst business people you've ever dealt with, only in the

Rob Lange: 00:04:54

sense. And if you think about it, it makes sense. They're

Rob Lange: 00:04:57

creative types. They want to focus on their area. Of

Rob Lange: 00:05:00

creativity, and they look at the business side of things as, you

Rob Lange: 00:05:04

know, I don't want to be bogged down with all this tedious, you

Rob Lange: 00:05:07

know, business operational stuff. So they hire managers and

Rob Lange: 00:05:12

agents. Everybody handle it for them. And a lot of them, you

Rob Lange: 00:05:14

hear all these stories about how they get screwed out of millions

Rob Lange: 00:05:17

of dollars or taken advantage of or whatever. But the point is,

Rob Lange: 00:05:22

is, in the 38 years I've been doing this, I have yet to meet a

Rob Lange: 00:05:28

business that I haven't been able to help. And I've been

Rob Lange: 00:05:33

challenged. I've been challenged. But you mentioned

Rob Lange: 00:05:36

dry cleaners. I work with the movement today is online

Rob Lange: 00:05:41

business, and I always feel like, well, I know that's what

Rob Lange: 00:05:44

all the gurus say. And you'll find out as we talk, there's a

Rob Lange: 00:05:47

lot of things the gurus tell you that I seem to be opposite of or

Rob Lange: 00:05:50

don't agree with. One of them is niching down very small and and

Rob Lange: 00:05:55

I think that's fine at a certain point, but I think the press and

Rob Lange: 00:05:57

media allows you to reach a broader, wider loyal audience.

Rob Lange: 00:06:01

These media outlets have the most loyal audiences of anybody

Rob Lange: 00:06:04

I've ever met. And while I have worked with famous people that

Rob Lange: 00:06:08

use the media to become media personalities, or whatever,

Rob Lange: 00:06:13

celebrities, a lot of people just want to do this in their

Rob Lange: 00:06:16

local market, their nature industry. So where I've worked

Rob Lange: 00:06:19

with athletes and celebrities, I also have worked with the local

Rob Lange: 00:06:22

dry cleaner, the local car wash, the local baker, many, many

Rob Lange: 00:06:27

realtors and businesses of every type, whether they just want to

Rob Lange: 00:06:34

use it for exposure and visibility, whether they want to

Rob Lange: 00:06:38

use it for the credibility, whether they Want to use it to

Rob Lange: 00:06:40

stand out from their competition, separate themselves

Rob Lange: 00:06:44

from the competition, or stand out from all the noise. There's

Rob Lange: 00:06:47

a lot of benefits that the press and media can bring, and I think

Rob Lange: 00:06:50

that's that's one of the things. But there are ways we one of the

Rob Lange: 00:06:55

things we do is we teach you how to look at the media differently

Rob Lange: 00:06:57

than you and I are just defaultly trained to look at

Rob Lange: 00:07:00

them. We look at them as, oh, we watch these, this TV station for

Rob Lange: 00:07:04

our news programs and maybe entertainment sitcoms, talk

Rob Lange: 00:07:08

shows, reality show radio. We listen to for music, maybe some

Rob Lange: 00:07:12

personality magazines. Well, we like Vogue because it's all

Rob Lange: 00:07:17

about the latest fashion. You know, we, we, we we receive our

Rob Lange: 00:07:22

media the way that they intend it to be, but what we do is we

Rob Lange: 00:07:25

look a little bit beyond that and look at how the media can

Rob Lange: 00:07:28

actually help businesses. Now, let's say you were a dry

Rob Lange: 00:07:32

cleaner. You know, there are several things that the media

Rob Lange: 00:07:37

really likes and welcomes and embraces the local business

Rob Lange: 00:07:42

person done well, doing good. Women in Business, anything

Rob Lange: 00:07:49

that's self empowering, anything that prevents, especially with

Rob Lange: 00:07:53

seniors, but everybody prevents scams or frauds or, you know,

Rob Lange: 00:07:59

consumer awareness, things health and educate. Health and

Rob Lange: 00:08:03

wellness, education, all of these are topics that the media

Rob Lange: 00:08:06

loves. So if you can adapt your message to something like that.

Rob Lange: 00:08:10

So I have worked with a dry cleaner who said the same thing

Rob Lange: 00:08:14

as you, how can the media help me? I'd love to do that, because

Rob Lange: 00:08:17

he wanted to dominate. I guess when you're a dry cleaner, you

Rob Lange: 00:08:21

only carry about, care about, like, a five to seven mile

Rob Lange: 00:08:23

radius, which, you know, he told me, and I said, Okay, well, we

Rob Lange: 00:08:27

could dominate your five or seven mile radius, but we could

Rob Lange: 00:08:30

also get you to the point where people drive from across town or

Rob Lange: 00:08:32

two towns over. He didn't believe it was possible, but

Rob Lange: 00:08:35

what we did is we tapped into different hot buttons for the

Rob Lange: 00:08:40

media, and one of them is health and wellness. And I said, for a

Rob Lange: 00:08:45

dry cleaner, you should always be able to tap into spring

Rob Lange: 00:08:47

cleaning. You know, get your new summer clothes out, wash your

Rob Lange: 00:08:54

dry clean your other clothes, your drapes, your curtains, your

Rob Lange: 00:08:57

sheets. This is a great time for your sheet, because a lot of

Rob Lange: 00:08:59

people don't do their sheets and drapes and curtains enough, and

Rob Lange: 00:09:03

offer tips and offer why this is healthy, and what happens if you

Rob Lange: 00:09:07

don't? So he adapted his whole dry cleaning. He created a

Rob Lange: 00:09:12

package, actually a spring package, a fall package, and he

Rob Lange: 00:09:16

taps into the medium. That's what I'm saying. This isn't a

Rob Lange: 00:09:19

one time thing for PR. This is something you do all the time.

Rob Lange: 00:09:23

He things that you wouldn't think that he could tap into. He

Rob Lange: 00:09:28

even tapped into back to school, which is a big media topic in

Rob Lange: 00:09:32

August, you know. So he does the spring thing in March and April.

Rob Lange: 00:09:37

He does the fall thing in October and November. He does

Rob Lange: 00:09:40

back to school in the summer, and then he'll do something

Rob Lange: 00:09:43

after the holidays, you know, like, you know, start the new

Rob Lange: 00:09:49

year off with, you know, a clean home and healthy, health and

Rob Lange: 00:09:53

wellness and caring get rid of the mites and the dust and your

Rob Lange: 00:09:58

you know, all of this stuff. So. He really found a way to tap

Rob Lange: 00:10:01

into, and that's just using the health and wellness area. You

Rob Lange: 00:10:04

know, there's other things that he can tap into, too. And we do

Rob Lange: 00:10:08

this with so many different things. When you see the media's

Rob Lange: 00:10:11

different opportunities each and every month, you see like, Oh,

Rob Lange: 00:10:14

this is a true marketing or promotional medium that I can

Rob Lange: 00:10:18

tap into over and over again as needed, and now I've got

Rob Lange: 00:10:23

businesses that are creating their services based on the

Rob Lange: 00:10:29

media tie in, so they know that. Okay, well, if I'm going to I'm

Rob Lange: 00:10:34

going to be a baker. Okay, well, I know that there's going to be

Rob Lange: 00:10:37

graduation. I know there's going to be holidays and Christmas and

Rob Lange: 00:10:40

Thanksgiving, and they create media campaigns based around

Rob Lange: 00:10:45

this, and they create their products based around media

Rob Lange: 00:10:48

campaigns. So

Sharon Galluzzo: 00:10:51

I'm going to jump in here really quick,

Sharon Galluzzo: 00:10:52

because I want to define something Rob and I talked about

Sharon Galluzzo: 00:10:56

this before, before the conversation that I might jump

Sharon Galluzzo: 00:10:58

in. So when you say media, define that for us, like, what

Sharon Galluzzo: 00:11:04

does that mean? Because my brain is going 16 different places,

Sharon Galluzzo: 00:11:08

and I want to make sure that we're defining for everyone what

Sharon Galluzzo: 00:11:11

it is that you're talking about. When you say media, does that

Sharon Galluzzo: 00:11:14

mean writing a press release. Does that mean, like, what are

Sharon Galluzzo: 00:11:18

and what you know, what areas of media. Great question. Write

Sharon Galluzzo: 00:11:22

that down. Yes.

Rob Lange: 00:11:25

When I say press and media, I'm talking about having

Rob Lange: 00:11:30

you and your business featured on TV, radio, podcasts,

Rob Lange: 00:11:33

newspapers, magazines and online media. And I don't just mean a

Rob Lange: 00:11:38

mention or a blurb, I mean, feature press and media

Rob Lange: 00:11:43

coverage. So in other words, if it's a magazine or a newspaper,

Rob Lange: 00:11:46

it's a full story, hopefully a cover story, a front second,

Rob Lange: 00:11:50

front page story, usually with photos, and it's all about you

Rob Lange: 00:11:54

and your business. And It's same for magazines on TV, it could be

Rob Lange: 00:12:00

a guest segment on a talk show or a an information segment on a

Rob Lange: 00:12:06

news program, or like a morning show radio. The same way it

Rob Lange: 00:12:10

could be a guest segment on a talk show, it could be just a

Rob Lange: 00:12:16

segment you do for fun with the morning and afternoon drive

Rob Lange: 00:12:19

team. It's to feature press and media coverage about you and

Rob Lange: 00:12:23

your business, and as far as the press release, what that is is a

Rob Lange: 00:12:28

vehicle or a tool to reach the media. And we teach several of

Rob Lange: 00:12:32

those in my my programs, there's a misconception, you know, not

Rob Lange: 00:12:38

everything on the internet is right or correct, and there's a

Rob Lange: 00:12:42

misperception that all I need to do is search the internet for a

Rob Lange: 00:12:45

blank press release, fill in my information and send it out and

Rob Lange: 00:12:49

it'll it'll get me in the media. And that does not work. It works

Rob Lange: 00:12:54

rarely, if at all. But you know, even a broken watch is correct

Rob Lange: 00:12:58

twice a day, so you could possibly luck out for a second

Rob Lange: 00:13:01

there, but I had a radio station for a while, and this is in the

Rob Lange: 00:13:06

day of fax machines faxing, you know. And people would fax their

Rob Lange: 00:13:10

press releases to the radio station, and we would get

Rob Lange: 00:13:13

between 203 100 a day. And right next to the fax machine, we had

Rob Lange: 00:13:18

a big 55 gallon like a janitor's garbage can on wheels. And when

Rob Lange: 00:13:24

a fax would come in, we'd look at it, and we would know within

Rob Lange: 00:13:28

one second whether we were going to be interested or throw it

Rob Lange: 00:13:31

away. And only of the two or 300 we only probably really kept and

Rob Lange: 00:13:35

considered seven or eight of them, because the first thing

Rob Lange: 00:13:39

the media does is they look at the formatting. And if it's

Rob Lange: 00:13:42

formatted, the way I call it, the language of the media, if

Rob Lange: 00:13:45

it's formatted in their language, then it's something

Rob Lange: 00:13:48

that they may consider to read 15 or 20 seconds to see what

Rob Lange: 00:13:52

it's about. If it's not, they don't even look at it. It just

Rob Lange: 00:13:55

goes right in the garbage. Because for them to use it, they

Rob Lange: 00:13:59

would have to rewrite the whole thing and structure it, and it

Rob Lange: 00:14:02

would probably take an hour of time that they just can't do for

Rob Lange: 00:14:05

everyone. So I think that's the big thing, is press releases can

Rob Lange: 00:14:09

work. It is, I guess, if you were to look back over the last

Rob Lange: 00:14:13

100 years, it's the long time staple. But I would say 99.9% of

Rob Lange: 00:14:19

the people don't know how to use a press release. Don't know that

Rob Lange: 00:14:22

there's maybe eight or 10 different types of releases, and

Rob Lange: 00:14:25

you've gotta find the one that's right for your business, your

Rob Lange: 00:14:29

message and the media outlet that you're seeking, right?

Sharon Galluzzo: 00:14:33

So it's, it is what you're saying is that it is

Sharon Galluzzo: 00:14:38

something that you can, you can break into it's not necessarily

Sharon Galluzzo: 00:14:44

intuitive, because, yeah, like, you could go get you could go

Sharon Galluzzo: 00:14:48

get a template offline, online that's not necessarily going to

Sharon Galluzzo: 00:14:51

fit the audience that is that you're aiming for. I think that

Sharon Galluzzo: 00:14:55

press releases, if you just want to make sure that you get your

Sharon Galluzzo: 00:14:58

name out on the. The search engines. Press releases can be

Sharon Galluzzo: 00:15:02

great for that, whether they reach anybody or not. So they

Sharon Galluzzo: 00:15:04

don't have a no value. They can build up your online presence,

Sharon Galluzzo: 00:15:10

uh, however, one that's formatted for the media that

Sharon Galluzzo: 00:15:13

you're trying to reach, in the language that they are looking

Sharon Galluzzo: 00:15:16

for, that's going to catch their attention. I have heard

Sharon Galluzzo: 00:15:20

statistics. I don't know them, and you might know them, about

Sharon Galluzzo: 00:15:23

the number of numbers of emails reporters and producers and

Sharon Galluzzo: 00:15:28

those kind of people get every single day, and the the

Sharon Galluzzo: 00:15:33

frequency of them even clicking on it, like you have to have the

Sharon Galluzzo: 00:15:38

right subject line or where, whatever, where you have to have

Sharon Galluzzo: 00:15:42

something that's going to catch their catch their eye. I mean,

Sharon Galluzzo: 00:15:45

it's in everything. I was just on a cruise a few months ago for

Sharon Galluzzo: 00:15:50

marketing and speaking, and we were talking about TED talks,

Sharon Galluzzo: 00:15:54

and just getting a TED Talk approved. Like the title of your

Sharon Galluzzo: 00:15:57

TED talk is, like, there's a whole every single way you need

Sharon Galluzzo: 00:16:03

to communicate with people. It can be done any old way.

Sharon Galluzzo: 00:16:08

However, if you want to do it successfully, finding the expert

Sharon Galluzzo: 00:16:12

that can help you get there is the is, is the value, because

Sharon Galluzzo: 00:16:17

otherwise you're wasting time and energy. So that's why I love

Sharon Galluzzo: 00:16:21

that you're here and you're talking about about media today,

Sharon Galluzzo: 00:16:25

and there's so many other areas. And I love that we're speaking

Sharon Galluzzo: 00:16:29

about something that most business owners are like, Yeah,

Sharon Galluzzo: 00:16:33

I can't do that. That's too expensive. It's too much work.

Sharon Galluzzo: 00:16:36

I'm not going to get through and and that there, that is that

Sharon Galluzzo: 00:16:40

area of that however, if you partner with the right expert,

Sharon Galluzzo: 00:16:45

then actually you can have all of those things that you're

Sharon Galluzzo: 00:16:49

talking about. And I, I really love that you're opening up what

Sharon Galluzzo: 00:16:54

people think about it as the old the old media. We're talking

Sharon Galluzzo: 00:16:58

about television. We're talking about radio. Yes, this is a

Sharon Galluzzo: 00:17:01

podcast. A lot of people get their stuff on on podcasts now,

Sharon Galluzzo: 00:17:05

absolutely. So you're old media and nude me media, and so we

Sharon Galluzzo: 00:17:10

think news, you know, we think that print and television and

Sharon Galluzzo: 00:17:14

radio are dead, and that's actually not true. Can you talk

Sharon Galluzzo: 00:17:18

a little bit about how viable those media are still

Rob Lange: 00:17:21

sure a couple things you said, you hit the nail right

Rob Lange: 00:17:25

on the head. First of all, there's some misconceptions that

Rob Lange: 00:17:27

the press in media is only for celebrities or major, major

Rob Lange: 00:17:33

companies that spend a lot of money. And that's simply not

Rob Lange: 00:17:36

true, that you have to be an expert or have a lot of great

Rob Lange: 00:17:41

talent. And my joke to that is usually, but look at the

Rob Lange: 00:17:46

Kardashians. I mean, they use the media for their I don't mean

Rob Lange: 00:17:50

that as a slam, but my point is is, you know, they didn't have a

Rob Lange: 00:17:53

they weren't a big company when they started, but they use the

Rob Lange: 00:17:57

media, and of course, tapped into that. But the media is very

Rob Lange: 00:18:02

credible. It's very I like your distinction between the new

Rob Lange: 00:18:06

media and the old media, because and when you tie it into like

Rob Lange: 00:18:10

headlines in my course, I take not just the different types of

Rob Lange: 00:18:14

press releases and break them down so you know what's best for

Rob Lange: 00:18:16

you, but I go to the in this has come up over years of working

Rob Lange: 00:18:21

with students and clients, I break down every single line of

Rob Lange: 00:18:26

a press release, and I'm a big believer in business, while it's

Rob Lange: 00:18:33

important to know what to do, it's equally and sometimes more

Rob Lange: 00:18:36

important to know what not to do and why. Because if somebody

Rob Lange: 00:18:40

makes a wrong detour and they don't know it, they just keep

Rob Lange: 00:18:43

going down this wrong path, and oh my gosh, to get them back to

Rob Lange: 00:18:47

the point where they made that decision just to go forward is a

Rob Lange: 00:18:51

major effort in itself. But so we break down the press release.

Rob Lange: 00:18:55

And you know, when you were talking about headlines and

Rob Lange: 00:18:58

stuff in our emails and their subject line, that's a headline.

Rob Lange: 00:19:02

And the people that created headline was the media. So

Rob Lange: 00:19:06

that's why, when they look at something, they they look at a

Rob Lange: 00:19:09

headline differently than you and I would, because to them,

Rob Lange: 00:19:12

that's that's the opening catch. You know, if that's interesting

Rob Lange: 00:19:15

and intriguing, they'll want to read on. If not, you'll lose

Rob Lange: 00:19:18

them there. So, but I think the difference is with media is a

Rob Lange: 00:19:22

couple of things have changed just in the 38 years I've done

Rob Lange: 00:19:25

it. Number one, people have a much shorter attention span, so

Rob Lange: 00:19:29

that means your your hook, your angle, your headline, you've got

Rob Lange: 00:19:34

to really catch them much quicker. And that's a good

Rob Lange: 00:19:37

thing, because I think this is something that we can utilize in

Rob Lange: 00:19:39

all aspects of our business. Email campaigns when we speak

Rob Lange: 00:19:43

those first minute and a half when you come on stage is so

Rob Lange: 00:19:47

crucial to keeping your audience, connecting with them,

Rob Lange: 00:19:49

building rapport, and having them engage and be interested in

Rob Lange: 00:19:53

what you have to say. And speaking is the catalyst to all

Rob Lange: 00:19:57

business we if we can't speak. About our business. We're not in

Rob Lange: 00:20:01

business, you know. And we speak in different ways. We speak in

Rob Lange: 00:20:05

the print, we speak on video, we speak in audio. I even get some

Rob Lange: 00:20:10

people, you know, I mentioned earlier, some of the challenges

Rob Lange: 00:20:14

I've had. A guy that came to me that was a had an Italian

Rob Lange: 00:20:18

restaurant, has an Italian restaurant, but he's not from

Rob Lange: 00:20:21

this country, and he spoke very broken English, and he's very

Rob Lange: 00:20:24

aware of that. And he said, I really want this press in media,

Rob Lange: 00:20:31

because I would love this to work for us, but I can't do it,

Rob Lange: 00:20:34

and there's no way. I just and I told him, I said, one of the

Rob Lange: 00:20:38

things I cover in the program is it doesn't even have to be you.

Rob Lange: 00:20:41

It can be a spokesperson. It can be an employee. It can be your

Rob Lange: 00:20:44

spouse. In his case, he had an adult daughter, I think, in her

Rob Lange: 00:20:48

early 30s. That was the hostess there, and she spoke. She was

Rob Lange: 00:20:52

born here, and she was raised here, and she spoke perfect

Rob Lange: 00:20:54

English, and she was cute. She was good looking. I said, Who

Rob Lange: 00:20:57

better to have as your spokesperson? Because not only

Rob Lange: 00:21:01

can she speak and she's pleasant to watch, but when people walk

Rob Lange: 00:21:05

in the restaurant during the prime dinner hours, she was the

Rob Lange: 00:21:08

hostess there. What a kick that is, you know. So this doesn't

Rob Lange: 00:21:12

have to be you, if you're one of these people, like, Oh, I could

Rob Lange: 00:21:14

never get up in front of people and speak. That's okay. Don't

Rob Lange: 00:21:16

let that deter you, because your business can still benefit. But

Rob Lange: 00:21:20

that's one of the things about the modern wave of businesses,

Rob Lange: 00:21:23

is in the press and media is everything is so much more

Rob Lange: 00:21:28

direct and streamlined. Now, yes, reporters do get hundreds

Rob Lange: 00:21:32

of emails all the time, a day or a week, but for a well crafted

Rob Lange: 00:21:39

email or a pitch or a press release or a story idea, if it's

Rob Lange: 00:21:45

presented right, and it's it's got the hook and the angle that

Rob Lange: 00:21:48

they need, it's in their language, and they can see how

Rob Lange: 00:21:53

it could relate or benefit their audience, their readers,

Rob Lange: 00:21:56

listeners or viewers, then you're gold. And the other thing

Rob Lange: 00:22:00

with the press and media is, once you become a media guest

Rob Lange: 00:22:05

that does well, they will want you back. You know, when I first

Rob Lange: 00:22:10

released the book, press and media for entrepreneurs and

Rob Lange: 00:22:12

small businesses, it was about how to get on, get in the media,

Rob Lange: 00:22:15

how to utilize this. And when people did the print and

Rob Lange: 00:22:20

magazine newspaper interviews, they were great because the

Rob Lange: 00:22:23

reporter would write, would take the information, do the

Rob Lange: 00:22:26

interview, and then craft this beautiful story. Sometimes they

Rob Lange: 00:22:30

would take things out of context or misquote. But when they did

Rob Lange: 00:22:33

TV or radio, some of these people kind of froze up and

Rob Lange: 00:22:36

weren't that smooth or or comfortable. So I took the book

Rob Lange: 00:22:39

off the market. That's when I made it into a course, and I

Rob Lange: 00:22:42

added some modules to it, including how to prepare to be

Rob Lange: 00:22:45

media ready, how to prepare to be interviewed, how to become a

Rob Lange: 00:22:49

good media guest, and then how to become a return media guest,

Rob Lange: 00:22:53

over and over again. And some people think of, Oh, I was in

Rob Lange: 00:22:57

the local Times newspaper. They had me so they won't need me

Rob Lange: 00:23:01

again. That's not true. There's there's, it's almost just the

Rob Lange: 00:23:04

opposite. That's why it seems like the same people in your

Rob Lange: 00:23:07

market are in the media all the time. There's a reason for that,

Rob Lange: 00:23:10

and we tap into that, but I think that's

Sharon Galluzzo: 00:23:13

actually a really good point. I have a

Sharon Galluzzo: 00:23:15

someone who's one of the things that she does, she does many

Sharon Galluzzo: 00:23:18

things, and one of the things that she talks about his body

Sharon Galluzzo: 00:23:20

language. And I have seen her on so many television shows

Sharon Galluzzo: 00:23:24

whenever some celebrity couple or some famous people, and

Sharon Galluzzo: 00:23:29

what's going on at this public event, they'll have her on, and

Sharon Galluzzo: 00:23:33

they'll, like, analyze their body language. And she'll say,

Sharon Galluzzo: 00:23:35

you know, like they're, they're how they're standing or looking

Sharon Galluzzo: 00:23:38

at each other, or look at their feet or whatever. So that's and

Sharon Galluzzo: 00:23:41

she does it often and in a lot of different markets. So if you

Sharon Galluzzo: 00:23:46

get known for something, for a niche thing, that is a

Sharon Galluzzo: 00:23:49

repeatable thing, then you actually could have a repeatable

Sharon Galluzzo: 00:23:53

presence in the media

Rob Lange: 00:23:55

well. And you just touched on another difference

Rob Lange: 00:23:57

between the old media and the new. Everything was news,

Rob Lange: 00:24:01

factual for many, many, many decades. Now, though, with the

Rob Lange: 00:24:07

exception of sports, sports would always have post game

Rob Lange: 00:24:11

commentators and wrap ups, and the next Monday morning they

Rob Lange: 00:24:14

would review the things on the air. And now they're doing that

Rob Lange: 00:24:18

for fashion. They're doing that for new product releases.

Rob Lange: 00:24:20

They're doing. Oprah did that with the Book Club when she

Rob Lange: 00:24:22

started and there. So there is much more commentary. And there

Rob Lange: 00:24:28

are some people that are getting media spots. They use my system

Rob Lange: 00:24:33

to get in the media. And if you're a good media guest, which

Rob Lange: 00:24:36

is what we kind of create with you, train you to be they want

Rob Lange: 00:24:40

you to come back more and more, and then at a certain point, we

Rob Lange: 00:24:44

show you how to take that to them and say, I like to discuss

Rob Lange: 00:24:51

with you about this being a regular segment, maybe the first

Rob Lange: 00:24:54

Friday of every month, or maybe every Friday, or, you know what.

Rob Lange: 00:24:58

And it can be a newspaper. I got a person in the parenting space

Rob Lange: 00:25:03

that was writing articles. She started writing articles for a

Rob Lange: 00:25:08

local Parents Magazine. They loved it. They said, if you get

Rob Lange: 00:25:11

any more, send them to us. Oh, back to school is coming up. Can

Rob Lange: 00:25:14

you send us an article to get your kids ready for back to

Rob Lange: 00:25:17

school? She did that after about the sixth or seventh one, she

Rob Lange: 00:25:20

said, I've got to I want to propose that you give me my own

Rob Lange: 00:25:23

column, and I'll do something every month. And we helped her

Rob Lange: 00:25:29

to do that because she had tried it once on her own and got

Rob Lange: 00:25:32

nowhere. And we kind of cleaned up what she was doing and gave

Rob Lange: 00:25:36

her a different model to approach with. And they bit

Rob Lange: 00:25:40

right away, but what a great idea. Oh my gosh. How soon can

Rob Lange: 00:25:43

we start this? These are our deadlines. Can you meet our

Rob Lange: 00:25:47

deadlines? These are our themes, you know? And that's how it

Rob Lange: 00:25:51

starts. And you're so right. And that's another trend in current

Rob Lange: 00:25:54

media that might not have been around 10 or 1215, years ago,

Rob Lange: 00:25:57

you know,

Sharon Galluzzo: 00:25:58

right? That's awesome. So I did promise that I

Sharon Galluzzo: 00:26:03

would twist your arm for Okay, celebrity story, and I looked at

Sharon Galluzzo: 00:26:08

your list, and maybe you can tell us a different one later.

Sharon Galluzzo: 00:26:11

However, I am all about snacks, and one of my favorite foods on

Sharon Galluzzo: 00:26:17

the planet is popcorn. And I saw the name Orville red marker on

Sharon Galluzzo: 00:26:22

your bio. And if you are too young to know who Orville red

Sharon Galluzzo: 00:26:27

maybe you can tell us a little bit about who Orville

Sharon Galluzzo: 00:26:31

Redenbacher is. However, he was this little old man. He came on

Sharon Galluzzo: 00:26:35

TV with a bow tie and he made popcorn. And it's actually my I

Sharon Galluzzo: 00:26:39

am, like, pretty solid fan of Orville Redenbacher. That is my

Sharon Galluzzo: 00:26:44

go to brand, even today. So it works. So tell us. Tell us an

Sharon Galluzzo: 00:26:49

Orville Redenbacher story. Okay,

Rob Lange: 00:26:51

well, let me tell you about Orville real quick.

Rob Lange: 00:26:53

Orville, it was a real person. This wasn't a character made up

Rob Lange: 00:26:57

for the media, and he was. And to this day, and I have met

Rob Lange: 00:27:02

1000s and 1000s of people, and I can honestly tell you, Orville

Rob Lange: 00:27:07

was one of the most intelligent people I've ever met on a single

Rob Lange: 00:27:13

subject. And his happened to be popcorn he was, and I didn't

Rob Lange: 00:27:16

even know this existed until I met Orville, but he was a

Rob Lange: 00:27:19

popcorn farmer. He he was so into hybrids, and he would tell

Rob Lange: 00:27:26

me, he said, Rob, you know popcorn the right kernel that

Rob Lange: 00:27:30

you're talking about. We have humidity in the moisture in the

Rob Lange: 00:27:33

Midwest that we don't have anywhere else. That's why

Rob Lange: 00:27:35

Indiana is one of the greatest places on the planet to grow

Rob Lange: 00:27:38

popcorn and and he just knew everything about popcorn, how to

Rob Lange: 00:27:43

make most his first challenge was how to make the most kernels

Rob Lange: 00:27:46

pop. Because back in the day, if you use, regardless of your

Rob Lange: 00:27:49

method, whether it was the Jiffy Pop, remember Jiffy Pop, whether

Rob Lange: 00:27:55

it was that or the hot air poppers, or whatever, there were

Rob Lange: 00:27:59

always un pop kernels in the bottom. Yep. So his big

Rob Lange: 00:28:04

challenge, one of his big challenges, was to minimize

Rob Lange: 00:28:07

that. And to do that, it had to do with the hydration rate,

Rob Lange: 00:28:10

which allowed him to pop at a certain degree. You could get to

Rob Lange: 00:28:13

that degree in a certain amount of time, and so on and so forth.

Rob Lange: 00:28:16

Well, then big industry started coming out with microwave

Rob Lange: 00:28:22

popcorn. The microwave came out in 67 although didn't catch on

Rob Lange: 00:28:25

that early, the quest for microwave popcorn started, and

Rob Lange: 00:28:29

Orville didn't like that. He didn't he he was kicking and

Rob Lange: 00:28:32

screaming against microwave popcorn. Yet, as a popcorn

Rob Lange: 00:28:37

farmer and an intelligent man of popcorn intelligence. He loved

Rob Lange: 00:28:42

the challenge. He took the challenge. And that's really

Rob Lange: 00:28:46

when pop microwave popcorn took off. Is when Orville got

Rob Lange: 00:28:49

involved and did the same thing how to get the right size for

Rob Lange: 00:28:52

the fluffiest kernel, the least amount of this, oh my gosh. And

Rob Lange: 00:28:56

he just, I've never seen anybody get so passionate and excited

Rob Lange: 00:29:01

about what they did as Orville. And of course, when it came time

Rob Lange: 00:29:05

to go, take this wider, they wanted him to be the

Rob Lange: 00:29:09

spokesperson, because nobody could speak about it with with a

Rob Lange: 00:29:14

spokesperson or a celebrity figure could say the words, but

Rob Lange: 00:29:19

they didn't have the passion in his eyes like Orville did, and

Rob Lange: 00:29:24

he was very serious. I he didn't have the best sense of humor,

Rob Lange: 00:29:27

because I remember saying to him, Orville, between you and I

Rob Lange: 00:29:29

is, do you is that a clip on bow tie? Or do you just, you really

Rob Lange: 00:29:33

tie that thing every day? And oh, no, I've been wearing a bow

Rob Lange: 00:29:37

tie since I was seven, and I'll show I could. And he he could

Rob Lange: 00:29:40

tie a bow tie just about as well as he knew popcorn. But no, he

Rob Lange: 00:29:43

was very serious. He finally embraced being the media person

Rob Lange: 00:29:48

for it and using press and media to create the character and to

Rob Lange: 00:29:54

spread the knowledge. And he actually founded October as not.

Rob Lange: 00:29:59

National popcorn popping month, something he created, because

Rob Lange: 00:30:05

I'm like, why October? You would think the summer movie season,

Rob Lange: 00:30:08

movie popcorn. You know, he goes, No more popcorn is sold in

Rob Lange: 00:30:12

the fall for the for Halloween, and popcorn balls and this and

Rob Lange: 00:30:15

this and that, and people use it to in the old days, they used to

Rob Lange: 00:30:18

string popcorn strands to decorate your Christmas tree.

Rob Lange: 00:30:22

I've done that like the Darling, right? So he just he could tie

Rob Lange: 00:30:25

popcorn into anything if you were getting married, I

Rob Lange: 00:30:28

guarantee, if you knew horrible, you'd have popcorn at your

Rob Lange: 00:30:30

wedding in some form, shape or another,

Sharon Galluzzo: 00:30:34

perfect example of what you were talking about

Sharon Galluzzo: 00:30:37

earlier, that you can make anything fit everything. If you

Sharon Galluzzo: 00:30:42

step forward as that expert, and you have a mindset of, how do I

Sharon Galluzzo: 00:30:47

make my expertise right into every area that's appropriate in

Sharon Galluzzo: 00:30:54

every season, in every whatever? This is the perfect example of

Sharon Galluzzo: 00:30:59

exactly what you were talking about, because that's what

Sharon Galluzzo: 00:31:02

Orville Redenbacher did,

Rob Lange: 00:31:04

yes, yeah, and we helped him get out, you know, do

Rob Lange: 00:31:07

interviews and be good at it, because he would like, I say it

Rob Lange: 00:31:09

was kind of straight and monotone ish and didn't have a

Rob Lange: 00:31:12

lot of flair to his personality. And some of the people were in,

Rob Lange: 00:31:17

like, his publicist, his PR firm, were saying, Earl, you

Rob Lange: 00:31:20

gotta, you gotta pump it up. You gotta have a little pizzazz.

Rob Lange: 00:31:23

Yeah, and I was just the opposite. I'm like, Hey, this is

Rob Lange: 00:31:28

who you are. That's how you should and your message. People

Rob Lange: 00:31:32

are focusing on your message, not your flair. Where, when I

Rob Lange: 00:31:35

worked with Suze Orman, was just the opposite. She was a waitress

Rob Lange: 00:31:39

that was kind of spunky or sassy, kind of, you know, witty

Rob Lange: 00:31:45

and and when she decided she wanted to go into finances, all

Rob Lange: 00:31:49

of her regular customers at the diner that she worked at knew

Rob Lange: 00:31:52

about this. And long story short, one of her customers

Rob Lange: 00:31:56

said, I think she needed like, 50 grand or 20 grand to start.

Rob Lange: 00:32:00

He said, I will give you the money to go pursue this. But on

Rob Lange: 00:32:06

one condition, you don't let the guys bring you down, because it

Rob Lange: 00:32:10

was a real male dominated field back then. And secondly, you've

Rob Lange: 00:32:14

got to do it with the same Sass and spunk that you you work on

Rob Lange: 00:32:18

these, on these tables here, and that's why Suze Orman is has

Rob Lange: 00:32:22

always been a call it like you see it. She got in with Merrill

Rob Lange: 00:32:26

Lynch as her first job. Had a problem with Merrill Lynch

Rob Lange: 00:32:30

because they lost a lot of her money. So she sued Merrill and

Rob Lange: 00:32:33

she sued her own employer. I'm like, What a great story. But

Rob Lange: 00:32:37

anyway, she used the media, she used her Sass and her spunk, and

Rob Lange: 00:32:41

that's been her, her brand, ever since.

Sharon Galluzzo: 00:32:44

I think that what you just described with

Sharon Galluzzo: 00:32:47

both those people is the and it's the word we hear all the

Sharon Galluzzo: 00:32:51

time now, authenticity. And they had authenticity. They were who

Sharon Galluzzo: 00:32:54

they were, who they are in that moment, and that's what caught

Sharon Galluzzo: 00:33:00

the zeitgeist. That's what brought them in. That's why

Sharon Galluzzo: 00:33:02

people connected with them. That's why I remember Orville

Sharon Galluzzo: 00:33:05

Redenbacher. So be yourself. Be who you are. I think a lot of

Sharon Galluzzo: 00:33:12

times we want to be whenever we get into have a camera in front

Sharon Galluzzo: 00:33:17

of us or somebody something's important. If it's if it's

Sharon Galluzzo: 00:33:20

important, we often will change how we show up and what we're

Sharon Galluzzo: 00:33:25

doing, and that's actually the opposite. And a lot of times

Sharon Galluzzo: 00:33:29

that's nerves, or you're overthinking and that kind of

Sharon Galluzzo: 00:33:32

stuff. But anytime you can step into who you are, like on this

Sharon Galluzzo: 00:33:36

podcast, I don't do any editing. I am who I am. I show up as as

Sharon Galluzzo: 00:33:41

me. I'm loud, I'm I'm I talk fast. That's who I am. And can I

Sharon Galluzzo: 00:33:47

change it whenever I'm speaking in front of audiences and stuff?

Sharon Galluzzo: 00:33:51

Yes, this is my podcast. I'm showing up as me and and this

Sharon Galluzzo: 00:33:55

is, this is my the way I'm stepping forward into the world.

Sharon Galluzzo: 00:33:58

And I think that the most powerful way to do that is be

Sharon Galluzzo: 00:34:03

yourself. Because sometimes that thing that you don't like about

Sharon Galluzzo: 00:34:06

yourself or that you think is too much, or it's too right to

Sharon Galluzzo: 00:34:10

something too too little, too short, too tall, too loud,

Sharon Galluzzo: 00:34:13

whatever it is, a lot of times that's actually the thing that

Sharon Galluzzo: 00:34:17

people you'll get known for, because you don't sound like

Sharon Galluzzo: 00:34:20

everybody else, you don't look like everybody else. You are who

Sharon Galluzzo: 00:34:23

you are. So that's what I'm hearing from what you're saying.

Sharon Galluzzo: 00:34:27

How do you what's your advice in when it comes to media?

Rob Lange: 00:34:30

Well, and there's another example of old media

Rob Lange: 00:34:32

versus new. In the old days, you had to fit that anchor, that

Rob Lange: 00:34:35

news person. You know that? Yeah, that stern framing of what

Rob Lange: 00:34:40

that was supposed to be. I will tell you as you I'm listening to

Rob Lange: 00:34:44

you talk and the things you're saying. It's It reminds me a lot

Rob Lange: 00:34:49

of Oprah. I did the Oprah show in her first first year, and she

Rob Lange: 00:34:56

took over. Most people don't know this the Oprah show. She.

Rob Lange: 00:35:00

She was, there was a morning show in Chicago called am

Rob Lange: 00:35:03

Chicago. The host left to go out west, and she took over that

Rob Lange: 00:35:07

hosting job. So it was actually she first started by hosting am

Rob Lange: 00:35:11

Chicago, but she was so authentically herself that

Rob Lange: 00:35:17

Chicago really just latched on to her. I mean, it was like, Oh

Rob Lange: 00:35:21

my gosh, this girl is real. She calls it as she sees it. She's

Rob Lange: 00:35:24

got the same mindset that we have, you know, she's not, like,

Rob Lange: 00:35:28

up here and everything else. And granted, she wasn't the Oprah

Rob Lange: 00:35:31

that we know yet. So I did her show, and I saw this from the

Rob Lange: 00:35:37

inside, not just in her, but in her whole operation. And if she

Rob Lange: 00:35:41

was shaking up the industry a little bit, it's like, Who is

Rob Lange: 00:35:45

this girl in Chicago? Well, then the whole thing took off. Then

Rob Lange: 00:35:49

the second time I was on Oprah, things had changed. The first

Rob Lange: 00:35:53

time was before the internet. I think was 85 somewhere back in

Rob Lange: 00:35:56

there. The second time the internet was out, Oprah was the

Rob Lange: 00:36:00

Oprah that we now know, still authentically herself, but with

Rob Lange: 00:36:05

more power now. So when you have authenticity and you gain some

Rob Lange: 00:36:08

credibility and power, oh my goodness, the world is your

Rob Lange: 00:36:11

oyster and but she was the same Oprah, and as I'm sitting there

Rob Lange: 00:36:17

talking to her like I'm talking to you on her show. It was just

Rob Lange: 00:36:22

a great fun conversation, and she got so excited, and she had

Rob Lange: 00:36:27

later said that that the episode of I was on was one of her

Rob Lange: 00:36:30

favorite ones because of some of the topics we talked about

Rob Lange: 00:36:32

stuff, but anyway, I get done. And then we hung around for a

Rob Lange: 00:36:38

few minutes, hugged and kissed, said goodbye, and you know, she

Rob Lange: 00:36:41

was great, because we had a great show. I was high because

Rob Lange: 00:36:44

it's like, I got to do Oprah again, you know? And she's huge

Rob Lange: 00:36:47

now, right? She's syndicated. But that's the thing I didn't

Rob Lange: 00:36:50

realize, in the power of the media again, is a few days

Rob Lange: 00:36:55

later, when it aired, I started getting all kinds. My phone was

Rob Lange: 00:36:59

ringing off the hook, mail, everything, because you don't

Rob Lange: 00:37:03

realize when you're talking like we are. Now that Oprah is seen

Rob Lange: 00:37:07

in 142 countries, 20 or 30 million people a day, and people

Rob Lange: 00:37:14

saw me as a guest, and they were wanting, again, your credibility

Rob Lange: 00:37:17

there, you know, taps into that of the show. If you make it in

Rob Lange: 00:37:20

Oprah's Favorite Things, or Oprah's book club. Oh, what a

Rob Lange: 00:37:23

boost that can be to it's like a comedian being on the old Johnny

Rob Lange: 00:37:26

Carson Show. Your life could change overnight, you know,

Rob Lange: 00:37:29

right? And mine did. I went, I went from a national business to

Rob Lange: 00:37:34

an international business because of Oprah in that that

Rob Lange: 00:37:37

one episode. So, but I think that's it being authentic to

Rob Lange: 00:37:41

yourself. Yeah,

Sharon Galluzzo: 00:37:42

and just to jump in there, when you make

Sharon Galluzzo: 00:37:46

these steps, and you make these strides into becoming more

Sharon Galluzzo: 00:37:49

visible, you also have to think about, what is that impact on

Sharon Galluzzo: 00:37:52

your business? Because now, once you get this exposure, it's

Sharon Galluzzo: 00:37:56

going to improve your business. And you also need to make sure

Sharon Galluzzo: 00:37:58

that you're taking care of your structures, your systems, your

Sharon Galluzzo: 00:38:01

processes, to improve that. Because I've heard that there

Sharon Galluzzo: 00:38:04

are people that go on Shark Tank and they suddenly, they they

Sharon Galluzzo: 00:38:07

blow up, right? And the infrastructure within their

Sharon Galluzzo: 00:38:10

business can't withstand, withstand the popularity. They

Sharon Galluzzo: 00:38:13

can't keep up. So it just keep that in the back of your mind as

Sharon Galluzzo: 00:38:18

you're doing these things that you need to level up your

Sharon Galluzzo: 00:38:20

business side. Even as you're, you're getting more exposure and

Sharon Galluzzo: 00:38:24

doing all of these things, keep that as part of the process that

Sharon Galluzzo: 00:38:27

you're, that you're doing, so that you don't get to the place

Sharon Galluzzo: 00:38:30

where you can't fulfill orders or function or whatever too

Sharon Galluzzo: 00:38:35

much. So it's, it's a hand in hand kind of a business building

Sharon Galluzzo: 00:38:39

along with the media.

Rob Lange: 00:38:40

Yeah, well, and you make a good point there, because

Rob Lange: 00:38:43

Shark Tank is a great use of press and media to get exposure

Rob Lange: 00:38:47

for your business and, of course, funding. But, and I talk

Rob Lange: 00:38:51

about using press and media as a business tool, but press and

Rob Lange: 00:38:55

media is also used in non business ways. You don't it's

Rob Lange: 00:39:00

not just to promote your business. If you have a message,

Rob Lange: 00:39:03

a cause, a nonprofit. I don't know how many years ago, this

Rob Lange: 00:39:08

was maybe the 90s, but John Walsh started using the press

Rob Lange: 00:39:13

and media to help catch future fugitives on America's Most

Rob Lange: 00:39:16

Wanted he would profile them, put their pictures up there,

Rob Lange: 00:39:19

their stories, give a few pointers on them. And the

Rob Lange: 00:39:22

American public, which we're finding them, are turning people

Rob Lange: 00:39:25

in. Another thing I remember being part of is when Elizabeth

Rob Lange: 00:39:30

smart was missing. And whenever you watch like a Dateline of

Rob Lange: 00:39:36

2020, or 48 hours when somebody's missing, one of the

Rob Lange: 00:39:40

things they always say, if they talk to the investigators, is,

Rob Lange: 00:39:44

you got to keep it in the media. You got to keep it in front of

Rob Lange: 00:39:46

people. Don't let this story fade away, you know? And that

Rob Lange: 00:39:50

helps people volunteer to search, and it really kicks

Rob Lange: 00:39:53

things up. And if, if there's a person at fault, like a kidnap

Rob Lange: 00:39:56

or something, it really puts a lot of pressure on them. So

Rob Lange: 00:39:59

there's a lot of good. Uses for press and media other than just

Rob Lange: 00:40:02

business, but, and it's something that's, you know,

Rob Lange: 00:40:05

people like John and the sharks and everybody have found a great

Rob Lange: 00:40:07

way to utilize in entrepreneurship or in in trying

Rob Lange: 00:40:11

to apprehend fugitives, even Dog the Bounty Hunter brought a lot

Rob Lange: 00:40:15

of exposure to the world of bounty hunters. You know, a lot

Rob Lange: 00:40:20

of us have never incurred that and and try how he tracked him

Rob Lange: 00:40:24

down to a lot of people, whether you liked him or not. It was

Rob Lange: 00:40:26

just fascinating that, holy cow, that's how these guys think.

Rob Lange: 00:40:29

This is how they they talk to people, they get tips, they you

Rob Lange: 00:40:32

know, and they stake out the whole process. It's great use of

Rob Lange: 00:40:35

press at media. So I

Sharon Galluzzo: 00:40:37

agree with you absolutely. Um, Rob, talk to us

Sharon Galluzzo: 00:40:39

a little bit about, we've talked about the the media and press,

Sharon Galluzzo: 00:40:44

and we discussed, before we jumped on that that is just one

Sharon Galluzzo: 00:40:48

of the pillars that you utilize within your within your

Sharon Galluzzo: 00:40:51

framework. You just talk briefly about some of the others. A

Sharon Galluzzo: 00:40:55

little bit about what you do with all of that.

Rob Lange: 00:40:59

Yeah, I have my signature program is called the

Rob Lange: 00:41:01

expert entrepreneur, and that is for people like I said that like

Rob Lange: 00:41:05

the dry cleaner didn't want to be he didn't want to be Orville

Rob Lange: 00:41:08

Redenbacher. He just wanted to be a sustained and dominant

Rob Lange: 00:41:12

business in his marketplace, his local marketplace. Other people

Rob Lange: 00:41:15

do want national or international fame and

Rob Lange: 00:41:18

credibility, and the media can help you attain both of those

Rob Lange: 00:41:21

and everything in between. So I think when I started working

Rob Lange: 00:41:27

with these people that wanted to use press and media as their

Rob Lange: 00:41:30

platform for their expertise, this coincide very closely with

Rob Lange: 00:41:36

another media phenomena that happened at the time, which was

Rob Lange: 00:41:39

the infomercial. And two of the people that I knew from those

Rob Lange: 00:41:43

days, one of them was Carlton sheets, who'd had a real estate

Rob Lange: 00:41:47

investing course, and he was all over overnight and late night

Rob Lange: 00:41:51

TV. And another one was Susan powder, this fitness girl white,

Rob Lange: 00:41:56

spiked hair that kept yelling, stop the insanity. And Suzanne

Rob Lange: 00:42:01

summers and her thigh master, all of these people use the

Rob Lange: 00:42:04

media to promote their product make them a celebrity. And even

Rob Lange: 00:42:08

this goes back Jane Fonda and her her workout, and Richard

Rob Lange: 00:42:11

Simmons and his sweating to the oldies. I worked with Richard

Rob Lange: 00:42:14

and they used use this to establish their platform, their

Rob Lange: 00:42:18

credibility, and, of course, sell a lot of products. So I

Rob Lange: 00:42:22

think in working with those people, I determined that there

Rob Lange: 00:42:27

were 11 things that it takes to be a true expert. Today, a lot

Rob Lange: 00:42:31

of people just coined themselves the term of expert, or a coach

Rob Lange: 00:42:36

or whatever. But to be a true expert, it all came down to 11

Rob Lange: 00:42:40

points and of the 11 pillars that I have, one of them is

Rob Lange: 00:42:44

press and media. I feel like to be a true expert in your your

Rob Lange: 00:42:48

area. There's certain things you need. You need to be able to

Rob Lange: 00:42:51

speak. You should be a published author, whether it's a book or a

Rob Lange: 00:42:55

course. You You have to be able to teach, share and teach your

Rob Lange: 00:42:59

expertise with people. Usually you have to build a community.

Rob Lange: 00:43:03

And of course, you need to utilize the press and media. And

Rob Lange: 00:43:07

although there are varying degrees local, national,

Rob Lange: 00:43:10

international, I believe that's a big part of all of this. And

Rob Lange: 00:43:15

in today's niche down world, if you were to do it the way that

Rob Lange: 00:43:20

the gurus tell you, you would need one one course and one

Rob Lange: 00:43:23

mentor to get for speaking, another one to be a published

Rob Lange: 00:43:26

author, another one to, you know, use webinars and online

Rob Lange: 00:43:34

media to build your list and lead generation and all that,

Rob Lange: 00:43:37

and then one for marketing, and then one for selling. And

Rob Lange: 00:43:40

there's, a there's just so many things that it's like, okay, if

Rob Lange: 00:43:43

you take each course and say, each course costs 3000 bucks and

Rob Lange: 00:43:47

it takes you three to six months to master you there's 100

Rob Lange: 00:43:51

different things you could use in your business, SEO, AdWords,

Rob Lange: 00:43:54

you know, website development, you I talked about this in my

Rob Lange: 00:43:58

course. It would take you, like, 100 years, and I don't know how

Rob Lange: 00:44:01

many hundreds of 1000s of dollars to try to get this, I

Rob Lange: 00:44:05

don't like niching down to single topic courses. So the

Rob Lange: 00:44:08

expert entrepreneur, since it was started, covered all 11

Rob Lange: 00:44:12

things. I've had people tell me it's like 11 courses in one and

Rob Lange: 00:44:15

press and media is one of those, and one of them that the people

Rob Lange: 00:44:19

experience the most success with because not everybody wants to

Rob Lange: 00:44:22

be an expert. They just want to boost for their business and get

Rob Lange: 00:44:25

their word out there. It's one of the things that it's

Rob Lange: 00:44:29

available two ways. It's available as a course where you

Rob Lange: 00:44:31

can take it and do it on your own, or if you want help, I've

Rob Lange: 00:44:34

got it available with three months coaching to kind of work

Rob Lange: 00:44:37

with you and guide you through those first few months, because

Rob Lange: 00:44:39

most people get their first media coverage with my system in

Rob Lange: 00:44:43

the first 3060, days, sometimes 90, if they're a slow mover, if

Rob Lange: 00:44:47

they're aggressive, it could be within 10 days, you know. And I

Rob Lange: 00:44:50

help them do that. And then there's a process that happens.

Rob Lange: 00:44:52

They get all excited, they've got their first media coverage.

Rob Lange: 00:44:55

Then after a few days of that, they start reflecting on it,

Rob Lange: 00:44:57

thinking, Oh, I forgot to say this, or I. I didn't do this

Rob Lange: 00:45:01

right, or I could have done this better, and then they kind of

Rob Lange: 00:45:04

start editing themselves, and that's part of the process to

Rob Lange: 00:45:07

becoming a better media guest. So, so I think that's the key.

Rob Lange: 00:45:11

Is ideally, if you want to be an expert, I think having all 11 of

Rob Lange: 00:45:16

these pillars in place and developed will be what you need

Rob Lange: 00:45:21

to do. One of them is putting all of these together into a

Rob Lange: 00:45:24

business operational system that works together. So many if you

Rob Lange: 00:45:29

get this guy's marketing course and this guy's website course

Rob Lange: 00:45:32

and this guy's Social Media course, they don't always sync.

Rob Lange: 00:45:35

They don't always play well together. And in my program, all

Rob Lange: 00:45:39

11 of them fit nicely into a business operational system. So

Rob Lange: 00:45:43

it's really a true business development system. And this is

Rob Lange: 00:45:46

what I started when I started working with the entertainers

Rob Lange: 00:45:49

and everybody to create the business behind their skills,

Rob Lange: 00:45:51

talents and abilities. And one of the interesting things that

Rob Lange: 00:45:55

happened is entertainers would try to adapt conventional

Rob Lange: 00:45:59

business to what they were doing, and it didn't work well.

Rob Lange: 00:46:03

And I believe that entertainers had a different set of rules,

Rob Lange: 00:46:06

business rules, than conventional business so that's

Rob Lange: 00:46:08

why I created my proprietary system for entertainers. And one

Rob Lange: 00:46:13

of the things I did not expect was as my entertainers referred

Rob Lange: 00:46:17

me to other people that were non entertainers, my methods, my

Rob Lange: 00:46:22

systems for this entertainment business work, famously for non

Rob Lange: 00:46:27

entertainer businesses. You know, regular, conventional

Rob Lange: 00:46:29

businesses didn't work the other way, but this way it worked

Rob Lange: 00:46:31

well. So that just opened me up to working with so many

Rob Lange: 00:46:34

different types of people, and that's kind of where I am today,

Rob Lange: 00:46:37

38 years later.

Sharon Galluzzo: 00:46:39

Awesome. Thank you so much. This has been so

Sharon Galluzzo: 00:46:42

much information and so entertaining. Thank you for

Sharon Galluzzo: 00:46:45

entertaining us and telling us those stories. I'm sure that you

Sharon Galluzzo: 00:46:51

have so many more. However, I know that you have a gift for

Sharon Galluzzo: 00:46:57

our listeners. Always want to know if you would please tell us

Sharon Galluzzo: 00:47:02

about that.

Rob Lange: 00:47:03

Yeah, you know, I, I find when I I'm exposed to

Rob Lange: 00:47:09

somebody for the first time and we talk about press and media,

Rob Lange: 00:47:14

we're just scratching the surface here. A lot of people

Rob Lange: 00:47:16

don't know what it is, or it's like, what is that? I never

Rob Lange: 00:47:19

thought of the press and media in that way. So as a free gift

Rob Lange: 00:47:22

for your audience, what I'd like to offer everyone is a special

Rob Lange: 00:47:25

gift, which is a report that I created called Getting Started

Rob Lange: 00:47:29

with press and media, free tips, strategies and more that you can

Rob Lange: 00:47:33

utilize. It shows you how to utilize the power of the press

Rob Lange: 00:47:36

and media in your business and to better familiarize you with

Rob Lange: 00:47:39

the benefits of press and media marketing and promotion today,

Rob Lange: 00:47:45

what we've talked about might have triggered some thoughts in

Rob Lange: 00:47:47

some people, and I think getting this report will kind of like, I

Rob Lange: 00:47:50

never thought of that. I didn't think of it that way. Or it gets

Rob Lange: 00:47:53

your like, you say, the mindset and the juices flowing about I

Rob Lange: 00:47:57

could use press and media this way. I never thought about that.

Rob Lange: 00:48:00

There's no reason that this company has to be the prominent

Rob Lange: 00:48:03

one. And everybody knows about in my market, I can rise above

Rob Lange: 00:48:06

that, and I can the media is great for positioning, business

Rob Lange: 00:48:10

positioning, and all of this is kind of covered in here, so it's

Rob Lange: 00:48:14

a great introduction and some insider tips if you want to try

Rob Lange: 00:48:17

this on your own, and if you want to work with me, it's got

Rob Lange: 00:48:20

information on how you can do that as well, and a couple of

Rob Lange: 00:48:23

different options there. So it's available at the expert

Rob Lange: 00:48:27

expert.com gotta put the the in there, and when you go to that

Rob Lange: 00:48:33

page, there's a big red badge on the right side that you can

Rob Lange: 00:48:36

request your free report, and it'll be in your inbox in no

Rob Lange: 00:48:39

time at all

Sharon Galluzzo: 00:48:40

awesome. So what we're going to do is we are

Sharon Galluzzo: 00:48:43

going to, actually, if you didn't write that down, we are

Sharon Galluzzo: 00:48:46

going to have put in our community the profit connectors

Sharon Galluzzo: 00:48:50

club. That's profit connectors dot c, l, u, B is the URL and

Sharon Galluzzo: 00:48:55

connectors, because you are the one connecting. So this profit

Sharon Galluzzo: 00:48:59

connectors dot club, and it's a free community. You just log in

Sharon Galluzzo: 00:49:04

and inside that community, we are going to put contact

Sharon Galluzzo: 00:49:07

information for Rob, his bio, His free gift and information

Sharon Galluzzo: 00:49:12

about this episode, as well as all of the other episodes that

Sharon Galluzzo: 00:49:16

we've published and all of those experts, gifts and contact

Sharon Galluzzo: 00:49:20

information, so that's where you can go to find all of the

Sharon Galluzzo: 00:49:23

information from all of the guests that we've had on our

Sharon Galluzzo: 00:49:27

podcast. And thank you, Rob, this has been a very

Sharon Galluzzo: 00:49:32

entertaining episode, and I thank you so much for being

Sharon Galluzzo: 00:49:36

here. Well,

Rob Lange: 00:49:37

thank you for having me, and keep up the good work of

Rob Lange: 00:49:39

what you're doing. A lot of times people don't take time out

Rob Lange: 00:49:42

to Pat somebody on the back, saying, Hey, you are doing

Rob Lange: 00:49:44

fantastic, and you are doing better than fantastic. I think

Rob Lange: 00:49:47

this is great. So thank you so much.

Sharon Galluzzo: 00:49:49

Thank you so much, Rob. Thank you all for

Sharon Galluzzo: 00:49:51

joining us here today. I encourage you to keep showing up

Sharon Galluzzo: 00:49:55

your future self will thank you, and remember it's your business.

Sharon Galluzzo: 00:50:00

Your impact, go, make it count. Thanks for being here. You.