“How to Get Hundreds of
Thousands of Dollars of
Free Publicity for Your
Business”
I Want To Ask You A Question
How would it be if you could
predictably get hundreds of
thousands of dollars worth of
free publicity?
UNBELIEVABLE
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At the end of the next 90
minutes you are going to be
really excited about using
FREE PUBLICITY to
skyrocket your sales
and profits
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Today I’m Going to do 3
Things With You
1. I’m going to prove to you that getting free publicity
isn’t rocket science and there’s no reason why you
shouldn’t be using it to catapult your fame and
fortune.
2. I’m going to show you how myself and other
Rebellious Entrepreneurs use the power of FREE
publicity to boost sales and recognition.
3.
I’m going to show you, step by step, in the clearest
possible way I know, how to do it in your business
so you can uncover hidden profits fast, that you
never knew existed.
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“Rarely Revealed By
Me, The Most
Powerful Advertising
Format That Exists. “
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What Howard Ruff Said
Publisher of the Ruff Report – A financial newsletter with over 600,000
Subscribers that pay him $33 per year each. That’s over $20 Million.
“If I could teach my children only one skill
in this world. It would be the art of
marketing and promotion. Because with
this skill, they could be successful in any
business they tackle.”
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The Big Myth
• Who thinks they have a great product or
service?
• Who realises that if nobody knows about it, it’s
not going to help much, and it ain’t gonna help
them much either?
Exposure is the critical difference.
The RIGHT exposure even more critical.
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What’s the best thing advertising
wise that can happen to a
business person?
A reporter journalist arrives, interviews you and writes an article
that’s self serving to your business and publishes it.
• Ask them if they’d like to do a story on you, mostly
you’ll be disappointed. The problem is, it might happen
once or twice by accident, but that’s about all.
• Use it in every form of media!
• How do I know this format works best? I spent more
than $1 Million of my own money testing it personally.
• What you need is a consistent formula that you’re in
control of.
Because articles and information in all forms of media are viewed
22 times more than advertising
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Why Most People Don’t Use
FREE Publicity
1. You think you have to be a great writer when in
fact it’s about having a great formula
2. You think you need special contacts to get an
interview – TOTAL NONSENSE…I’ll show you
how
3. You’re led to believe it’s some kind of difficult,
advanced process
The truth is it’s simple to do once you know
how, and publicity has helped make me and
my clients wealthy and well known
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The Biggest Mistake Most
Business Owners Make
1. They spend their time and money on PAID
advertising and ignore FREE publicity
(balance)
2. They don’t realise that FREE publicity is not
only FREE, but is also more powerful than
paid advertising
This editorial format has 22 times higher
readership than standard advertising
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Why Publicity is More Powerful Than
the Other Advertising You Can Buy
REASON # 1 -
Because it’s cheaper
REASON # 2 -
Because it’s more powerful than
any other advertising you can buy
REASON # 3 -
Because it is more believable and
creates credibility (radio)
REASON # 4 -
It can make you a celebrity and lead
to fame and fortune
REASON # 5 -
It really is tons of fun to do!
Books on publicity DON’T WORK because they’re
MISSING PART of the FORMULA
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Key Ways to Get FREE Publicity

Be controversial and get the ATTENTION of the
media and the public (terror, abortion, health
system, housing affordability)

Be on the lookout for OPPORTUNITY with current
news and events (football final)

SOLVE a problem or peoples problems and tell the
media how you do it (cellulite, wrinkles, make
money, fuel price)

Ask yourself what problem you can solve

List the problems you or your business solve
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Key Ways to Get FREE Publicity




Identify the next ‘PET ROCK’
‘MCG Sold by Sydney Man for $19.95’
Be Crazy! I mean in a negative sense
(David Hicks, Jack Van Tongan, Ben
Cousins, Assassin)
GIVE the journalist what they want
The AMAZING 3 Step Press
Release Formula
1. The PRESS RELEASE (media release)
opens the door
2. The BIOGRAPHY and FACT SHEET tells
who you are and qualifies you
3. The QUESTION and ANSWER SHEET is
the missing piece of the formula
All on plain old A4 white paper
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Step 1
Press Release
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Rules for Writing a PRESS RELEASE
Upper Left Hand Corner
Put The Release Date
- This is journalistic code to a
journalist
- Shows you know how to play the
game
- Tells the journalist exactly what to
do i.e. Fathers Day, After the
Election…
The journalist will immediately pay
attention to your press release as
opposed to all the others 16 of 65
Rules for Writing a PRESS RELEASE
Upper Right Hand Corner
Put Your Contact
Details
- First line should say
For Further Information Contact
- Second line should say
Name and Contact Details
The press release should be one
page only, black and white no
exceptions
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Rules for Writing a PRESS RELEASE
HEADLINE – 100% Most
Important Part of Your
Press Release
- It must force the reporter to keep
reading. “A Little Known Work Boot
Manufacturer Has Beaten the Odds…”
- Use headline formulas
“12 Ways to end Migraine Pain Almost
Immediately”
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“6 Ways Insomnia Sufferers can get
to Sleep Almost Immediately”
Rules for Writing a PRESS RELEASE
- Your headline must tell the whole
story in 2 or 3 sentences
- Quote yourself and put your
credentials in
- Always write in the ‘who cares’
style of writing
“Samantha Brown Takes Speed
Reading Lessons” Who Cares?
“Melbourne Cricket Ground Sold
by Sydney Man For $19.95”
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Rules for Writing a PRESS RELEASE
The Role of The First
Paragraph
-
Should Capture the reporters
attention and force them to read
further
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Rules for Writing a PRESS RELEASE
The Role of The
Bullet Points
-
Give short, sharp attention
grabbing features without
revealing the full story
-
Easy to read and should be
double spaced
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Rules for Writing a PRESS RELEASE
The Role of The
Final 2 Paragraphs
-
Is to give the reporter a great
reason to interview you or
write about you
-
To inform them that you’re
ready
-
To tell them how to schedule
an interview and get more
information from you including
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a biography and fact sheet
Rules for Writing a PRESS RELEASE
The Sign Off – 3 Hash
Symbols
###
-
Tells the reporter that’s the
end of your press release and
that you really know how to
play the game
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Step 2
Biography
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Rules for Writing a BIOGRAPHY
and a FACT SHEET
Top Left Hand Corner Should
Reveal Your Complete
Contact Details
Centered on the page should
say BIOGRAPHY and FACT
SHEET on the first line
followed by your name
25 of 65
Rules for Writing a BIOGRAPHY
and a FACT SHEET
The body copy of the Biography
and Fact Sheet should
contain as much credibility as
you can muster
Finally your call to action and
how to book an interview
with you
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Step 3
Q & A’s
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Rules for Writing Your Q & A’s
Your contact details at the top
right hand corner
Headline explains that you have a
list of questions for the reporter
Write a list of questions you’d like
the reporter to ask that you have
PRE-PREPARED answers to and a
suggested introduction
You must make the reporters job
EASY so they don’t have to do
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any work or think
How Do You Get Your MESSAGE OUT?
Right Exposure/Media
+
Right Message
+
Right Market Match
=
Competitive Advantage
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Media/Exposure + Message +
Market Match
The shocking truth reluctantly revealed is the
world’s best message is useless if it doesn’t
get seen and it falls on deaf ears
–
–
–
–
40% of your success is media
40% of your success is market
10% of your success is the offer
10% of your success is the copy
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SALES - $10,272.24
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SALES - $10,846.99
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SALES - $2,908.31
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SALES - $10,272.24
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SALES - $11,000.00
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SALES - $11,228.00
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SALES - $3,255.00
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SALES - $6,600.00
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$100,000’s of FREE Publicity
The big bonus here is that both Ric
and Dana not only got print media
exposure, BUT ALSO got prime time
TV and Radio exposure for FREE worth
$100,000’s of dollars
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I want to leave you with
information that’ll help you get
10’s of thousands if not 100’s
of thousands of dollars worth
of FREE PUBLICITY, enhance
your fame and fortune and
slash your advertising budget.
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MAL EMERY’S SECRETS TO GETTING $$$
MILLIONS OF DOLLARS WORTH OF
FREE PUBLICTY
“Publicity Power – The Inside Secrets to Getting Thousands of Dollars
worth of FREE Publicity For Your Business” covers absolutely
everything you could possibly ever need to know. Once you’ve managed to
catch the media’s attention, you need to know exactly what to do. And you’ll
discover….
The Six Golden Rules of Publicity
Why publicity should always be an ongoing part of your business and how to make sure it is –
P10
How to link your story to a “timely” event and get publicity all year round – P13
How to link or “tie in” your publicity efforts with stories or topics that are already in the news – get
this one right and you’ll have the media constantly beating a path to your door – P10 – 13
Why publicity opportunities are literally endless and how to make sure you “cash in” – P10
How and why to hit the “easy” targets first and the benefits of doing so – P11
Why getting publicity is a lot easier than you might think – P10
Why you should know your goal before you ever start a media campaign – P11 – 12)
Much, much more…….
Six Angles For Attracting Publicity
Discover six easy to use “universal” angles or approaches you can use over and over
again in your publicity efforts – P14
How and why to coincide your publicity efforts with “timely” events – P16
How to use controversy wisely and attract sure fire media attention – P15
How to use the six angles or approaches to tailor your publicity efforts for particular media
outlets – P14
Why some media outlets will be interested in one angle or approach and not another – and
how to make sure you are using the correct approach – P14
The ever popular power of a “human interest” story – P15
Much, much more……
How The Media Works
What a producer does and how to approach a producer with your story – P21
A little known media “secret” and how to use this knowledge to your advantage - P18 – 19
What a PR firm does and why you’re so much better off to do it yourself – P22 – 23
Why no money changes hands and what this means for your story – P17
How to be the expert in your field, turn the tables and have the media chasing you – P24
Where the media find their stories and how to put your story into the picture – this one is sure to
surprise you – P19
How to send in your media release and target specific sections of the media – P19 - 20
What an editor does and how to approach an editor with your story – P20-21
Why your story has as good a chance as anyone else’s – P18-19
What happens once you get to know people working in the media? – P23-24
Much, much more besides……..
What Is A Media Release?
What does a media release look like? – learn the basic layout of media releases the world over –
P26-27
Why media releases are the “fuel” that drives the media engine – P25
Why your media release only requires basic, everyday, down to earth English – no Pulitzer Prize
winning writing required – P31 – 32
The two goals of your media release and how to achieve them – P26
Why publicity is not an exact science and how even the best laid plans can go astray – P40
What you should do before you send out your media release – and why this can be even more
important than your media release itself – P36 – 37
Getting the media to call you – and why it’s easier than you think – P26
How to “cash in” on stories already in the news – get this skill down and watch your publicity efforts
go “supernova” - P40
A real life media release from my vaults with illustrative comments and a step by step breakdown of
the release in question – P30 – 32
An easy to follow media release template with step by step details on each separate part of your
media release – P27 - 29
The one thing your media release should do to make sure the media calls you – P26
A perfect example of a timely media release – learn this skill and you’ll multiply your chances of
getting publicity by 1,000% or more – P39
What will and what won’t attract the media’s attention – P26
The importance of “background” pages and what to include in your background page – P32 – 34
Another real life example of a media release - P35
A new media release template – P37 – 38
Much, much more besides…….
Essential Media Resources
Why there has never, ever been an easier time to get publicity – P42
A list of amazing, low cost media resources that just about do all the work for you – if you can’t
see how these incredible tools will make your publicity campaigns as easy as “falling off a log”
than you’re just not trying – P43 – 47
Where to find up to date names and contact details of every single person working in the media,
for every single newspaper, magazine, TV or radio show here in Australia and even the rest of
the world – P43 – 47
How to target your media releases with pinpoint accuracy – send your release directly to those
journalists, publications or sections of the media that will be interested in your story, and no one
else – P47 – 48
Want to target food writers in Darwin? These amazing tools give you all the details you need.
Want to target farmers in outback Queensland? Target the very talkback radio shows they listen
to. Find out how - P43 – 47
Where to buy your media resources and how much they cost, as well as the advantages and
disadvantages of each particular resource – P43 – 47
Want to target Pay TV shows? Find out how – P45 – 46
Much, much more…….
Writing An Attention Grabbing Headline
Real life media release headlines from my vaults along with the results they produced in the real
world – you will learn more from these few pages than 10 years of “hands on” experience –
P178 – 186
Tricks you can learn from advertising headlines and how to apply them to your media releases –
P159 – 161
Just the facts or intrigue? How to use the right headline for your business – P187 – 188)
Writing An Attention Grabbing Headline
The “Who Cares?” headline formula and how to apply it to all your headlines – P163 – 164
A list of powerful and intriguing words and phrases you can just plug straight in to your headlines
- P167 – 171
A list of words to arouse the senses and put real feeling into your headlines – P171 – 172
A list of the world’s 100 best advertising headlines – judged purely by results (money) and
nothing else – P173 - 178
Why it pays to be outrageous and intriguing – wallflowers and shrinking violets need not apply –
P161 – 162
How to choose what type of headline you will use – P187 – 188
Lessons you can learn from tabloid style newspapers – P163
The easy to follow 9 step formula to creating your own headline - P189 – 192
How to convert all the facts about you into “intriguing snippets” of information that the media can’t
resist – P165 – 167
Headline homework that will help you to create powerful media releases – P163 & 192 – 193
How to test your media release and what to do if your media release doesn’t work the first time
– the one part of your media release to change – P164 – 165
Many more headline ideas and suggestions than you can poke a stick at…..
What to wear on TV and more importantly what not to wear – discover the clothes you should
never wear on TV – P106 – 108
The questions you MUST ask the media before you ever agree to an interview – including a
sample conversation with a step by step critique of each and every question as well as the
reasons why you MUST ask each question – P93 – 103
How to make sure you are 100% prepared for the media – P71 – 72)
Questions you must ask before you appear on TV – P102 – 103
Writing An Attention Grabbing Headline continued…
Why you should always have a “cheat sheet” ready for each and every interview – (page 83)
What to expect when you are interviewed on the radio – (page 95 – 100 & 104)
Getting the media to pay for your accommodation and travel expenses – (89 – 91)
What to expect when you are interviewed by a print journalist – (page 101 – 102)
Your background page – why it’s so important, how to write your page and some real life
examples – (page 72 – 79)
What to expect when TV crews come to your business – (page 102)
Practicing exactly what you are going to say and getting it right on the “big day” – P83 – 85
What to expect when you go to the TV studio – (page 106 – 109)
How to plug your product or service in a low key manner – (page 109 – 112)
How to cope with the massive influx of calls and orders after you appear on TV Tips on getting the best out of your voice – (page 340)
What the media are looking for in an interview – and how to make sure you offer what they
want – P81 – 82
A low cost offer you can make to listeners or viewers to position your business as the experts in
your field – P85 – 87
How to come across as a media pro and get journalists on your side – P72 – 73
The very important difference between features and benefits, and why so many businesses get
this so badly wrong – P109 – 112
What to say if the host forgets to introduce you
How to answer questions in a way that makes your business sound good without giving the
“hard sell” – P109 – 112
When to say “No” to an interview – P88
Why radio interviews are the quickest and easiest way to get publicity – P100 – 101
When things go wrong and what to do about it – P251 – 257
Writing An Attention Grabbing Headline continued…
What to do if you encounter a rude or aggressive interviewer or host – P113 – 114 & 251
The simple things you can do to make your entire media experience pleasant and easy –
P71 – 72
How to schedule your interviews and make sure you don’t overlap – P82
The little things to watch out for when scheduling your media interviews – P93 – 97
Much, much more…….
What’s on the Live Recordings
Ad lib suggestions to various business owners in the audience as to how they might get
publicity – this section alone is worth more than the price of your entire package…..
The inside story of the “Grumpy old men” – how two old men generated 35,000 calls to
Channel 7’s switchboard and sold $1 million dollars worth of product in only 3 months – all as a
result of publicity
The important points I used to promote their story to the media – and the priceless lesson you
can learn from this…..
The nine magic words you want to hear – “We would love to do a story on you”
How I was able to get major publicity for a very quiet bookseller – learn from this and you’ll
always have the media dangling from your hook….
Why everyone has a story and how to go about finding it…..
How one young guy missed the boat and what you must learn from his example….
The difference between an ad and a story – what the media are looking for and how to make
sure you are providing it….
What’s on the Live Recordings
How to stand out among the 300 media releases a typical journalist will see every single day –
discover the one part of your media release that will grab their attention…..
Why your story is a “hidden treasure” in your business….
How to use the “human interest” angle…..
How to practice your “pitch” to the media
Using an event to promote your business and get publicity…..
Stacks of real life headline and story examples…..
Why publicity is only one tool among your marketing arsenal…..
Much, much more…….
The Money Making Power of Publicity
How Richard Branson uses outrageous stunts to gain publicity and how you can too
without needing his money…..
How an Aussie entrepreneur used publicity and how I got him to sell one of my products….
More suggestions on getting publicity for specific businesses such as a dressmaker….
Why the furore over Janet Jackson’s breast helped her album sales to go through the roof….
The story of a 70 year old female entrepreneur and how to apply this to your business….
How you can learn from NUDIE juice….
Examples of real life experts who have learned to tell their story and use the media to their
advantage….
The “girl in the red dress” – a $400,000 dollar story or publicity….
The Money Making Power of Publicity continued…
How Oprah’s generous act got her incredible publicity all over the world….
Why your story is just as good as anyone else’s….
How to get publicity for an old idea….
How to get publicity for a new product….
How to tie in your publicity efforts with a famous person or expert….
Why you should listen to talkback radio if you want to get publicity….
How to use lateral thinking to get yourself in the media spotlight…..
Much, much more…….
What about skills and tips like….
Improve your voice in 45 seconds a day – simple voice exercises that make getting though
loads of interviews without a single croak or a cough a breeze
The 5 step formula to interview success…
How to lose those nerves before your “big” interview….
Stacks of real life media interviews with step by step critiques and breakdowns – learn from
other successful business owners……
What the media likes and is looking for, and how to make sure you offer what they want…
A real life example of a media release headline and exactly why it worked – a step by step
breakdown of each and every point….
How ready are you for an interview?
Much, much more…….
Description of Goods
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“Publicity Power – The Inside Secrets to Getting Thousands of
Dollars worth of FREE Publicity For Your Business” - your step
by step, easy to follow 342 page manual complete with tab dividers
and an exhaustive index so you can find the information you need
at a glance
YES
YES
$1,497
“Your Fast Start Guide To Quickly And Easily Getting
Thousands And Thousands Of Dollars Worth Of Free
Publicity” – your step by step 99 page manual complete with
extensive index
YES
YES
$227
“Another Easy To Follow, Step By Step Approach You Can Use
To Get Free Publicity” – step by step 87 page manual jam packed
with easy to follow formulas, real life examples complete with
extensive index
YES
YES
$227
“How To Get Free Publicity And Get The Media To Say Those
Nine Magic Words…..” – this hard hitting DVD contains two
presentations, one live to a select group of Mal Emery “insiders”
and one in the boardroom.
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$127
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“How To Perform Like A Pro In Media Interviews” – this CD
gives you all the hints, tips and insider secrets you will ever need.
Perform like a ‘pro” in each and every interview. Jam packed with
real life examples and step by step breakdowns of how super
successful people use the media.
YES
YES
$97
One Media Release Critique Certificate - just like having your
own PR firm on retainer, simply cash in your certificate and you’ll
have me on hand to help you every step of the way. Get unbiased,
hard hitting and expert advice that can turn your media release
from a “maybe” to a sure fire winner
YES
YES
$500
One 1/2 Hour Phone Coaching Certificate - Let me pick out the
extra hidden gems in your story that you might overlook. This is the
one you want to use when you really need to fine tune your efforts,
to get your publicity machine running as smooth as silk. It’s just like
having me there with you, holding your hand each and every step
of the way……
YES
YES
$500
One Advertising and Marketing Critique Certificate – get one of
Australia’s top copywriters and consultants to go over every inch of
your marketing and advertising. You’ll get a written report with
suggestions detailing exactly what you need to do to crank up your
advertising and marketing into a money making machine.
YES
YES
$500
Description of Goods
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SILVER
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“The Inside Story of Exactly How An Australian ‘Media Frenzy’
Was Created” - this amazing manual reveals absolutely everything
behind an incredible ‘media frenzy” that created 35,000 calls to
Channel 7’s switchboard and resulted in more than a million dollars
in sales in just over 3 months.
PLUS: As an extra added bonus this manual also contains a
list of the “Hottest Media Contacts In The Country”. Get the
names and contact details of the producers behind major TV and
radio shows, newspapers, magazines and more…
NO
YES
$497
Two Extra Media Release Critique Certificates - just like having
your own PR firm on retainer, simply cash in your certificate and
you’ll have me on hand to help you every step of the way. Get
unbiased, hard hitting and expert advice that can turn your media
release from a “maybe” to a sure fire winner
NO
YES
$1,000
Two Extra Media Release Critique Certificates - just like having
your own PR firm on retainer, simply cash in your certificate and
you’ll have me on hand to help you every step of the way. Get
unbiased, hard hitting and expert advice that can turn your media
release from a “maybe” to a sure fire winner
NO
YES
$1,000
SILVER
Pack
GOLD
Pack
Separate
Purchase
Two Extra 1/2 Hour Phone Coaching Certificates - Let me pick
out the extra hidden gems in your story that you might overlook.
This is the one you want to use when you really need to fine tune
your efforts, to get your publicity machine running as smooth as
silk. It’s just like having me there with you, holding your hand each
and every step of the way……
NO
YES
$1,000
Two Extra Advertising and Marketing Critique Certificates – get
one of Australia’s top copywriters and consultants to go over every
inch of your marketing and advertising. You’ll get a written report
with suggestions detailing exactly what you need to do to crank up
your advertising and marketing into a money making machine.
NO
YES
$1,000
Mal Emery’s Midas Touch CD of the Month – Ask the experts 10
CD and DVD pack valued at $697 + the next 3 months recordings
with the experts FREE Valued at an additional $81. TOTAL
VALUE: $778
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$778
TOTAL VALUE:
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YOUR PRICE:
$897
$1,197
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$2,778
$19,253
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Description of Goods
TOTAL SAVINGS:
To Summarize…
• You get all the tools you need to successfully get 100’s of
1000’s of dollars worth of FREE Publicity
• You won’t have to hire anyone, you get the whole step by step
formula and manual that describes the complete system
• You get press release, bio and Q & A templates, scripts to
read for booking and being interviewed
• Complete media directory for the best contacts
• Media release critique certificates and ½ hour phone consult
certificates
• Finally, the “Quick Start Press Release Guide”
AMAZING Extra Special FREE Bonus if
You’re One of the First 19 to Order
• Free membership to COMPVICE Gold PR membership
value $397
• 2 National Press Release faxes to over 600+ outlets
valued at $300 each. (Valid for 6 months) Total value
$997.
• When the customer joints the Gold PR membership at
the low of cost $97 per month, which gives the
customer access to out Elite Media List and 1 Hours
group coaching phone call per month. Plus copy of
Media Success Newsletter $37 & Media Monthly CD
$67.
EXTRA SPECIAL FREE BONUSES IF
YOU ORDER ANYTHING TODAY
• Small Business Marketing Magic…101 Secrets to
a Six-Figure Income CD valued at $497
• 2 Free Tickets to the October 2007 Super
Conference in Sydney valued at $1,994
TOTAL FREE VALUE: $2,491
EXTRA SPECIAL FREE BONUSES IF
YOU ORDER ANYTHING TODAY
• Two hour break-through session with Mal (over
the phone) - if you’re one of the first…
• Payment plan option – 3 equal payments
TOTAL FREE VALUE: $2,000
Toyota Prius valued at $40,000+
Risk Is On Me, Iron Clad, No Weasel
Out, Outrageous Double Guarantee
 90 DAY UNCONDITIONAL
No Questions Asked Money Back Guarantee If
You’re Not Completely Satisfied.
 365, $10,000 DAY CONDITIONAL GUARANTEE
I Invite You to Use The Package For 365 Days and
If You Don’t Get At Least $10,000 Worth of FREE
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Ask For a Full Refund.
THANK YOU…
Committed to Multiplying Your Profits and
Guilty of Conspiracy to Create Capitalism
Mal Emery
Silent Killer Superconference, SYDNEY
Professional Speaking and Coaching Summit, SYDNEY
Silent Killer Superconference, Auckland, NZ
20th – 21st October 2007
22nd – 23rd October 2007
27th – 28th October 2007