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Fern Reiss

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The Expertizing Extra #9
by Fern Reiss, CEO, and

Interested in achieving fame for your expertise and media attention for your business? Welcome to!

You can’t always get a full-page media story on your product or service, but tangential mentions can also be beneficial. And the side benefit of a peripheral mention is that there’ll be very little competition from others in your niche.

For example, on Friday I was quoted in a United Press International article. (For those of you unfamiliar with UPI, it’s a large syndication service, similar to Associated Press, that places its articles in hundreds of newspapers across the country. A single mention in one of the top syndication services can result in millions of readers being exposed to your offerings.)

The article was on the bankruptcy filings of Wonder Bread and Twinkies, and how the low-carb craze may have contributed. The other experts quoted were James Greco, Chief Executive of Bruegger’s Bagels, Scott Livengood, CEO of Krispy Kreme, and and Fred Pescatore, a physician and former medical director of the Atkins Center. But I was the first quote in the article—and I got a whole paragraph.

So how did I get into this piece populated by CEO bakery experts?

“America’s donut days are dead. It’s the ‘branding’ of carbs that’s killing sales,” I emailed the reporter. “America is past the days when doughy fluffy breads and fat-laden donuts are appealing; regular carbs are passé. From a branding standpoint, the market is ready for the ‘new carbs’—crunchy Italian baguettes, sexy seeded breadsticks, and vegetable-infused crackers. Wonder Bread’s days are over. But the marketer who is successfully able to introduce the new carbs is going to hit gold.”
Fern Reiss, CEO

I was the only marketer/branding expert quoted in the piece. Probably, I was the only one who contacted the reporter—because most marketers, unless they are responsible for marketing pastries and donuts, probably wouldn’t have seen this as the golden opportunity that I did.

So think outside your box, and see how you can apply your expertise to seemingly unrelated topics, and go after those tangential mentions. If you start seeing everything in the world as somehow ‘related’ to your product, you’ll start getting a lot more media attention.


Next issue: How to be quoted in any publication in America.


60-second commercial from office manager Alyza Harris:
Fern’s spring Expertizing workshops are filling up fast. If you’d like to learn more about how to achieve fame for your expertise and media attention for your business, sign up now.

San Francisco: April 13, Four Seasons Hotel
Boston: May 22, Ritz Carlton Hotel
New York: May 31, Ritz Carlton Hotel (Central Park)

The all-day Expertizing Workshop will teach you how to be quoted by the national press on a daily basis, using techniques that Fern has developed and used to get into over 100 publications this year, from The New York Times to The International Herald Tribune. Workshops include breakfast, lunch, and high tea, as well as the $695 Expertizing Toolkit, and are limited to 10 attendees. Don’t wait for your competitor to attend!

"This is by far the *best* workshop I've *ever* attended." Chioma Isiadinso, CEO (MBA Admissions Consulting)

“’Invaluable’” is how I would describe your Expertizing Workshop. This event was one of the best investments I’ve made in myself this year. I know my business will grow thanks to what I learned!” Julie Anna Alvarez,

“This is a workshop that sparks your creativity and encourages you to think outside the traditional boundaries in order to get your message out. I will recommend it to my colleagues.” Larry Hollon, CEO, United Methodist Communications

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