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Saturday, May 28, 2005


This week's featured woman entrepreneur is Dr. Letitia S. Wright, CEO, Wright Place T.V. (Pasadena, CA), a cable television show for women business owners.

about Dr. Wright & Wright Place T.V.
Wright Place began cable television broadcasting in 2000, and is currently in their 5th season with over 120 shows broadcast. They now broadcast to over 5 million homes on cable, satellite and by internet broadcast. Their viewing audience is comprised of women business owners, ages 25-55 years, with anything from a part-time, home-based business to women who own car dealerships. Wright Place T.V. brings information to women about how to improve their business and their lives.


Dr. Wright's Top 10 Tips


1. Remember media includes more than just newspapers, magazines, TV and radio.
It also includes, satellite radio, internet radio, podcasting and blogs. Each of these technologies must be pitched differently. A inside hint: get PR Web on RSS. You'll be able to find out what new shows are coming out. Then you can research them and pitch yourself as a guest.

2. When It Comes to Media Interviews, Scheduling is Important.
For traditional radio interviews, always try to get booked for Tuesday, Wednesday or Thursday. You'll be less likely to get bumped for a hot story and you tend to stick in the listeners minds more.

3. Send Out News Releases Often and Consistently.
I made it a habit long ago to constantly put out news releases, pitch articles to news papers and magazines and pitch myself for interviews. Now locally, I am seen as a source and it is not so difficult getting coverage.

4. Be Nice.
I know this sounds like a fluff piece of advice, but I am amazed at stories people tell me about how they told some producer off when they were bumped for a more important story like "The War." Or gave a reporter a piece of their mind because their story was not printed at all. Show producers and writers never forget a guest with bad behavior and they tell their friends who are reporters and producers. Once you have shown yourself to be difficult to work with, they will choose not to work with you. Personally, I have found that the "higher up" a person is, the nicer they are. Mark Victor Hansen, Robert Allen, Dottie Walters and Stedman Graham were the most gracious interviews I have ever had. Some guests who no one has ever heard of, were difficult and unpleasant to work with. And yes, I warn my friends.

5. Create a Marketing or a Publicity Joint Venture.
By partnering with a complimentary business or non-profit, you can share costs, promote each other's events, extend your brand and make a greater impact on your target demographic.

6. Share Information - Don't Sell - During Media Interviews.
Don't sell. If you do a good job which means being educational and interesting, television hosts will give you a chance to sell. You're also much more likely to be asked back.

7. Pay Attention to Competition.
Women say "What I do is so unique, no one can really take my customers because if they take them away then they were not really MY customers" or "I don't really have any competition." Get a grip! If you are doing a good job and making some money, someone out there is thinking they can do it better. I meet local producers trying to knock off what I do all the time. Be innovative. Use publicity to make sure your potential clients know you were the first to develop a particular thing and all others are just sad imitations.

8. Get a Mentor.
A mentor from afar is good but you need one you can call and talk to. Victoria Lowe, founder of Alert Staffing, a 100 million dollar company, recently told me in an interview that her mentors were women who worked in corporate situations because there were no entrepreneurs who could properly mentor her. Get a mentor who is doing better than you are so they can bring you to that level. Mentors shorten the trip to your goals.

9. Market As Far As You Can Afford.
Look at your budget and if it isn't large enough to reach everyone you want, pick a small section of your target market and try to capture them. If you want all the bald headed people in the county but only have the budget to market to one neighborhood - start there. Don't buy a tiny ad (because it is all you can afford) and be upset because it didn't bring generate new customers across the entire county.

10. Make Sure Your Publicity Fits the Media.
People frequently ask, why don't you do a father's day show or a story on a struggling father/single parent trying to take care of his kids. It simply doesn't fit with our target audience. KNOW who you are pitching and make sure it fits their viewers or readers. Don't pitch a quilting story to a NASCAR magazine.


Contact Information

Dr. Letitia Wright
CEO
Wright Place T.V.
www.wrightplacetv.com
909.635.2040

A big thanks to Dr. Wright for her wise words.


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ARCHIVED FEATURES
Click HERE to read previous 10 Tips for 10 Million Women features.

WISE WOMEN WAITING IN THE WINGS
June 4 - Ponn Sabra, Founder, Toledo Home-Business Moms Expo (Toledo, OH)
June 11 - Beth Polish, CEO, The Critical Junctures Group (NYC, NY)

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