The Publishing Performance Show

Mitch Carson - Media Mastery: Crafting a One Sheet Media Pitch That Gets You Booked

• Teddy Smith • Episode 87

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Mitch Carson is a bestselling author, TV host for NBC in Las Vegas, and international speaker who specializes in helping people build their personal brands and increase their media exposure. With decades of experience in television and media, Mitch has mastered the art of getting authors and entrepreneurs featured on major platforms. He shares his expertise on creating compelling pitches, building credibility through strategic media appearances, and leveraging visibility to achieve greater success in business.


In this episode:

  • The importance of continuous marketing and "omnipresence"
  • Creating a professional one-sheet to secure media appearances
  • How to customize your pitch for different media outlets
  • Strategies for approaching major networks like BBC
  • Understanding editorial calendars and timely hooks
  • The value of matching testimonials to your target market
  • Case studies of successful clients who used media to grow their businesses
  • First steps for authors with no existing media presence
  • The crucial role of credibility in media bookings


Resources mentioned:

  • Get Interviewed Guaranteed program
  • Author Speaker Summit (February event)
  • LinkedIn as a primary platform for author visibility


Book Recommendations:

  • "Think and Grow Rich" by Napoleon Hill
  • "Atomic Habits" by James Clear


Connect with Mitch Carson:

  • Website: getinterviewedguaranteed.com/meet-with-mitch


Connect with Teddy Smith:



Support the show

[00:00:00] Teddy Smith: Hello everybody and welcome back to the Publishing Informant Show. I'm here today with Mitch Carson, who is a bestselling author. He's a TV host for NBC in Las Vegas, and he's also a international speaker. So thank you for joining the show, Mitch. 

[00:00:18] Mitch Carson: Great. Glad to be here, Teddy. 

[00:00:22] Teddy Smith: Well, let's give a quick bit.

[00:00:24] Teddy Smith: Let's start with your background. So in your, in your website you talk about being an expert in helping people to build their personal brands and social media exposure. So let's talk a bit about your backgrounds and how you got into that. 

[00:00:37] Mitch Carson: It started, I, I, I understand. Well, social media is just a different platform today.

[00:00:44] Mitch Carson: And it's been around for a while and I embrace it. Certainly embrace LinkedIn, embrace YouTube base, Facebook, and now Instagram, and who knows what's gonna happen with TikTok, we're we're sitting on our, our hands not knowing where that goes. The key is to do more than what your competition does. To be more exposed than your competition.

[00:01:06] Mitch Carson: I'll use a, a strategy from. I'll borrow from Italian racing. I got this from a James Bond movie years ago. Italian racers remove the rear view mirror. They're only looking at the road ahead of them. What do I have to do to stay? Number one, what's going on behind me is behind me. But keep your foot on the gas pedal.

[00:01:32] Mitch Carson: Keep pushing forward and you'll own the road. Is essentially the meaning of behind this. Stay with your gas all the way down, pedal to the metal, and focus on what's behind you. Don't look, I mean, don't look at what's behind you, because if you are the number one person and you continue to market yourself, you continue to expose yourself, you continue to use multi-channels in your marketing and your personal brand, you're omnipresent.

[00:02:05] Mitch Carson: Omnipresence takes effort, takes a plan. It's strategy. And I get this question a lot Teddy people say, okay, I've hired you as my publicist. I've now gone on television and multiple of the big name stations around the world. When do I stop publicizing? Uh, never. When do you stop brushing your teeth when you die Before that, it's a continued practice.

[00:02:35] Mitch Carson: Why? Because if you wanna own that number one spot and not have to install a rear view mirror, keep pushing forward, make it part of your effort. And it's the number one athlete, the number one person in Hollywood. He or she works at their craft. Ongoing. They don't stop. It isn't a destination. It's an experience.

[00:03:03] Mitch Carson: It is an ongoing effort. So I think it's important to to look at it that way. And when I embrace that mindset, I have always lived a good life. I have done well, whether you don't stop, because if you stop, you get rusty knees and you fall down. So you got push, push, push. 

[00:03:25] Teddy Smith: Yeah, I, and obviously your background is being in TV presenting as well, and that Yes.

[00:03:31] Teddy Smith: That obviously is one of the pinnacles in many peoples of, uh, minds of the sort of publicity they want to be getting. So could you give us a bit of background into your journey into becoming a TV presenter? 

[00:03:43] Mitch Carson: Yes. Well, what happened was in the nineties, I worked on sold products, other people's products on live television on a channel called Home Shopping Network.

[00:03:52] Mitch Carson: Here in the US I believe you have equivalent channels like that, which you're selling different products in the, over in the Europe. I know that they have it in different countries, and it was big. I had about 5 million viewers a day in households where there were. People, largely women at the, at that particular juncture sitting at home who bought a lot of home products.

[00:04:17] Mitch Carson: This is pre-internet. Yep. The internet came into play after, now we buy a lot of products. Through e-commerce. This was pre e-commerce. This was television commerce. So when you would talk about any particular product, if I was talking about this headband, which would hold my glasses instead of it resting on my nose after I've had no surgery, I would say, look, this takes the pressure.

[00:04:41] Mitch Carson: Of your glasses on the cast of your nose. It's very simple. It's using an elastic band. I would talk about it and say, simple, easy, affordable, all the action words to get people to pull out their credit card and buy. It's about how do you surgically remove the credit card to the buying position, providing those numbers to to buy, and television was a great vehicle for that.

[00:05:09] Mitch Carson: It was a great place for me to learn how to sell very quickly, accountably and without sales, there is no business. It's everything. People say, well, I work in accounting. Good. You'd have nothing to count unless the sale took forward, took place. So television was the. Platform of choice still today has the highest credibility.

[00:05:34] Mitch Carson: Podcasting is great. You know, putting a product or service on Facebook can be great. You know, Amazon has a live component, so live selling is coming back around again via the internet. It's just, but the method is still the same. Features tell benefits, sell of a product or service. How do you save time?

[00:05:55] Mitch Carson: How do you make more money? How do you spend more time with your family? I mean, I'll bring up a, a current little example of that. We were about ready to start this interview and you got a call from your, from your daughter's school who said, time out, Mitch takes priority. I get it. You're family man and your kid people or focused on their biggest wants principally.

[00:06:20] Mitch Carson: Right out of the gate. So it's save time, make money, look after family, and if you can address those concerns regardless of the platform, you're connecting to people emotionally, in some cases spiritually, and you're targeting their values and what they're seeking. 

[00:06:38] Teddy Smith: That's great advice for authors, especially when they come to writes their listings and things like that on Amazon so they can make sure that people are really understanding the point of buying their book in the first place.

[00:06:49] Teddy Smith: But if we're thinking about the media being media ready and, yep. Trying to. Get yourself prepared to appear on things like podcasts or television. Yep. Obviously you've done a lot of work on that working with TV, and you know, you've got your own podcast as well. So what, where should people start? What are the first steps that people should take to build that personal brand and get media ready?

[00:07:10] Mitch Carson: Well, let's go. Let's talk about why you accepted me. Yep. Why you accepted me as a guest on your show. You wouldn't have taken me. Well, I had a picture without wearing a, a, a cast here. But there's a story to that. We can, in most cases, I'm not like this, but I sent you a clear headshot. I sent a clear listing of all my, uh, social media links.

[00:07:39] Mitch Carson: I sent a bio, I sent testimonials I sent. Everything for you to make a snap. A snap judgment. Hey, this is a credible guest. Before you do your research, everything is there on what is called a one sheet. Yep. It's a one sheet for somebody who is a guest. It is a one sheet for somebody who's a speaker, and it allows somebody and this very busy economy that we're in, which will only get busier to make a snap judgment, give them what they're looking for quickly.

[00:08:15] Mitch Carson: Without having to force them to work, because someone that's organized make sure your spelling is accurate, is correct, that you, you, the best you is presented, the best you is presented because people have many choices and. You made a decision to say yes to have me based on what I presented to you. So the one sheet is a starting point.

[00:08:41] Mitch Carson: Number two, I have a list of logos of television shows where I've been interviewed, and I'm also a host myself using NBC as my platform here in Las Vegas, Nevada National Broadcast Company. So it's NBC. I have all these logos furthering my credibility and positioning myself in your mind. Okay, this is a person I wanna interview.

[00:09:08] Mitch Carson: It's more likely he's going to be a competent guest based on the proof assets. And if you click on any of those links, you'll find my interviews. And so all of these proof, oh, he's on LinkedIn. Let me look at his LinkedIn profile. I have 16,000. Connections. Okay. Must be credible. We are taking away the risk.

[00:09:31] Mitch Carson: People buy what is called insurance. Same in your country. In any country. To transfer the risk. The risk of embarrassment, the risk of having a poor guest. The risk of wasting my time. And I've got all of these risk mitigators on my one sheet, you're gonna say yes, you're gonna send me an email, you're gonna send me a WhatsApp.

[00:09:52] Mitch Carson: Hey Mitch, let's talk. We've done that. I also looked at you beforehand thinking, oh, do I wanna be on this? Because the same as a guest, you wanna look at the host and determine whether this person's real. I, I know you've had stories. My, I had a story, Teddy, I must share with people. A podcast host interviewed me lying on his side.

[00:10:16] Mitch Carson: With street cars in the back. He was in India on his side. No professional microphone, no headset, no nothing. He said, I'm a quality interviewer. I said, well, do you have a microphone? I said, I'm hearing the traffic outside your door and you're turned on your side and I'm only seeing half your face. And he said, well, look, I'm very good at what I do.

[00:10:39] Mitch Carson: Well, what he was after was picking my brain about media for his own clients there in India. Oh right, okay. And I thought, wow. So yeah, you and I didn't research his, his, his LinkedIn profile was fabricated. So you have to do your own checking. My point is. Check it out, see who you're interviewing with. So you don't, so you mitigate against wasting time.

[00:11:03] Teddy Smith: Yeah. The one sheet, this is quite an interesting thing to talk about because I've got, I've actually got yours in front of me so we can talk about the different elements that went through. So, and you know, especially for authors. Let's think about the things they would want to include on there. So obviously you've got your name, you've got like a, a top line about you, uh, talking about your job, what you, and then, uh, your previous history, obviously your social media links and your website.

[00:11:25] Teddy Smith: But some really interesting pits you have on there, which I think other authors could learn from is you've got. Ideas for episodes and also questions you're ready to answer. Now, when I looked at that, that made it super easy for me to read through it, and this is as a podcast host. Sure. I looked through it and I said, great.

[00:11:43] Teddy Smith: So Mitch can talk about how to get booked on major media, which is what we're talking about in this episode today, or how you can become an international speaker. Now, if I know I want to speak up those topics in my episode, I've already found the person I wanna speak to. So I think that one sheet is a really good bit of advice for people who want to get booked on these.

[00:12:01] Teddy Smith: Sort of shows because, you know, I used it myself to book you. 

[00:12:05] Mitch Carson: Well, it's, it's a snapshot representation. You know, the accountant has a balance sheet. When you look and, okay, what's the financial health of this, of this company I'm looking at, or this person, what's the health of this potential guest? Does he or she have all the boxes ticked appropriately?

[00:12:25] Mitch Carson: It's a way for you to quickly verify that I am who I claim to be. 

[00:12:30] Teddy Smith: Yeah. Now obviously I'm a relatively small media person with the podcast. Okay. But if you are trying to appear on something that was a bit more substantial, so maybe you wanted to appear on a, a TV show or uh, maybe even like a radio show or something like that, is there anything different you would do to try and approach that pitch?

[00:12:47] Teddy Smith: And how do you also, how do you even do that pitch in the first place? 

[00:12:52] Mitch Carson: This was geared towards a podcast. 

[00:12:54] Teddy Smith: Yeah, of course. That was a podcast specific one that we looked at. Yeah. This 

[00:12:57] Mitch Carson: is po. So I would say message to market match a key marketing lesson, and it's, if I wanted to target the media in China as an example, my testimonials would be all Chinese people.

[00:13:16] Mitch Carson: It wouldn't be Trump supporters from America. Do you understand? I, I'm, I'm already creating a rub. I'm talking a little bit of politics more for humor's sake, but you get the point. Yeah. Or I wouldn't show Africans from Uganda, boom, boom, boom. Trying to get into China. There's a mismatch. Keep it congruent.

[00:13:37] Mitch Carson: Keep your brand congruent. So I would slide out. Testimonials that I have, which I have international people in my testimonial proof component with others that are related to the market. So message to market match is key. Regardless of it being, if I'm here talking about basket weaving, that's a message to market mismatch for your audience.

[00:14:04] Mitch Carson: Teddy. Yeah. You, you talk to authors. I talk to authors, so we need to talk about books, but books are only a good, as good as their marketing. Yeah. They're only as good as their exposure. I mean, I think, uh, I don't know who I, the Oh yeah, it was Thomas. Not, not Thomas. Edison said, ideas and inventions are 1%.

[00:14:29] Mitch Carson: Inspiration, 99% perspiration. So you've got to do the work. In order to get your book sold, you've got to do the exposure in order to become the number one person in your category. Ideas are great. What do you implement? What have you done in an accomplished that could be verified? Verification is key. 

[00:14:50] Teddy Smith: Yeah.

[00:14:51] Teddy Smith: And is that more important when you're trying to appear on, you know, more major outlets, do you think of getting that? A hundred percent. When 

[00:14:57] Mitch Carson: you're to get booked, even here in the Las Vegas market, it's much more scrutinizing in New York or in London. If you want to get on the BBC as a, as a guest, they have people who verify and check before they turn the camera on.

[00:15:11] Mitch Carson: You've gotta get cleared first. I mean, I'll use something home to you. BBC is a very prestigious. Network. One of the most prestigious in the world. I mean, one of, let's say the top five worldwide, you know, CNN being one and B, B, C being another, you know, there's all, you know, uh, A, B, C, Fox, all the others, but B, B, C I'll use for example.

[00:15:33] Mitch Carson: Yeah. Big. I've not been on B, B, C yet, yet. I would love to, I'm gonna make my effort to get, next time I go to the UK to speak, I want to get a B, B, C interview because I don't have one yet. Yep. Why do I want the BB, C. I've spoken in London at two different events at the O2 Arena. Big, big, big platform.

[00:15:53] Mitch Carson: Massive arena. Yeah. Yeah. Massive. 40,000 people. If I had a BB, C interview of somebody from the BBC with the beautiful James Bond accent interviewing me, and I played it during my presentation before I sold something. What do you think it would do to my results? Yeah. Do you think my conversions would be higher or lower?

[00:16:17] Mitch Carson: If I showed my expertise on the platform matching the market in the uk, it would be more effective than if I showed me being interviewed by CNN, which I have multiple times in the Philippines. There was a franchise of CNN and Manila. I've been interviewed there 16 times. What's gonna be more resonant with the British audience, BBC or CNN in the Philippines.

[00:16:46] Mitch Carson: Yeah, that's obvious. Yeah. Well, exactly. So I think it's important for people to understand that much like I used a generic one page to get on your podcast, even though it's a smaller platform, it matters to you, you know, your audience and what they're looking for. I need to take that into mind. And for any of the listeners, if I could share this from my experience being in media for several decades, I don't even want to say how many, I don't wanna say how old I'm, but it matters.

[00:17:16] Mitch Carson: So tweak your, I. Testimonials, tweak your media to match the market. 

[00:17:24] Teddy Smith: Yep. So if you were trying to say you did come over Sun, you were trying to appear on B, B, C, you wanna talk about your book as an author, what, what would be your approach? How, where would you start with that? 

[00:17:34] Mitch Carson: Oh, gosh, this is a good question.

[00:17:36] Mitch Carson: I, I'm gonna love answering this, and I, I have not been on the BBC yet. It's in, it's in my, it's on my wishlist and I will make it happen at, at some point in my life. It just hasn't been my market, but I would love to have it for ego reasons, bragging rights, and I've always. Admired the BBC reporters. If I wanted to get on there, you gotta go through.

[00:17:59] Mitch Carson: Typically, I'm gonna talk about American media and other media markets, but in the UK I doubt if it's any different. You gotta get screened. You must get screened through a booking agent or a booking professional. Let's just say that works under the producer. The producer is ultimately the decision maker, but the person who screens experts.

[00:18:21] Mitch Carson: So let's say, let's talk about you, Teddy. Yep. You've got how many bestselling books? Let me give you the, the suggested roadmap for you being a UK citizen who could absolutely leverage the. The B, B, C for your marketing. So you've got a genuine British accent. You're a British citizen. Wonderful. You've done all these podcasts, you've got x number of bestselling books, so we would package you up.

[00:18:48] Mitch Carson: You've been on, you've been a guest on uh, platforms. You're gonna be a guest on my author, speaker summit coming up in February. You are, you've got all of these press elements. It's called proof. It's on your one sheet. As featured here, all these logos, and you gotta have testimonials because remember, the job of the booking agent is not to get you booked.

[00:19:13] Mitch Carson: They are there to number one emotion. People overlook this, how am I not gonna get fired? Yeah, true. First is, how do I avoid getting fired? Yeah. Will this guy, will Teddy embarrass me if I get him interviewed by. Host Judy or Bob in the, you know, who's on, uh, the, the channel right now, whoever that interview or the field reporter is, how do I then not get that ugly look?

[00:19:45] Mitch Carson: And we know the look of the, the judgmental look down the nose of what were you thinking buddy to? Wow, Teddy was great. Good selection. Penelope, you pick the right guest to match the editorial calendar because there is an editorial calendar obviously during December. That's Christmas month or holidays month.

[00:20:09] Mitch Carson: Gotta be politically correct. February, you, you have Valentine's Day, don't you? The same as, okay. Same holiday. We we celebrate here in the States. Anything love related. Are you a love expert? Does Teddy have a spin on how to create a great family life, a loving wife after she says I do. So she doesn't say, I don't.

[00:20:35] Mitch Carson: And you may have a, a strategy to maintain a healthy, happy marriage that would be worthy of. In February, they're always looking for angles matching an editorial calendar. Now, the holidays in your country differ somewhat than ours. We have a lot that are universal. Like the Christmas season is Christmas season.

[00:21:03] Mitch Carson: That's gonna be in the uk, Germany, America, Austria, all the same. But you might have national holidays in your country. Uh, you just have to create to do a Google search, or I'm sure chat, GPT provide all the UK holidays based on for the ca for the year, it's gonna spit out here's what's January, here's what's February, march, all throughout the year.

[00:21:28] Mitch Carson: You then create what is a media hook angle around one of those holidays, and you either write a book, a report, or you have an article that you've written that was published in Entrepreneur Press or some other big publication where you are the visiting contributor expert. They're gonna wanna know about it.

[00:21:52] Mitch Carson: Now there are top, there are evergreen topics and there are trending topics. For example, going back two months ago in November, the worldwide topic, if you had a spin on it, would've been the American election because everything mattered. Before we had the election in America, was it gonna be Donald Trump or this Kamala Harris?

[00:22:17] Mitch Carson: So Donald Trump won, but anything related to that life changing election mattered. I. Same in your country. Who's gonna be the next pm? Who's, who's, what? Are they gonna vote? Are we gonna exit or enter the European Union? Is our currency, are we, are we, uh, gonna embrace the euro or do we stay with the pound sterling?

[00:22:41] Mitch Carson: All of these things matter. Those are trending topics that come and they go, they're up. They want quick coverage, and they go. Whereas if you talk about love, you could be invited back for next year. That's a every year in February, you might be, oh, we had Teddy last year. He was great. Let's have him on again.

[00:23:04] Mitch Carson: Maybe he's got an updated book or article. He's known as the UK love expert for families because it's more, Valentine's Day isn't just for your wife, it's the love of your daughter. It's the love of your kids. It's the love of your nephews, nieces. He wrote a book on this. The book, automatic Auto Magically positions somebody as an expert.

[00:23:27] Mitch Carson: Yeah, it's Most of the people I get on my show have been authors. Many have been bestselling authors, some have not, but I've been able to effectively position them and get them on different shows based on the media calendar. In America, we have something called Black History Month. Mm-hmm. Many of my clients, we have the term here called African American.

[00:23:57] Mitch Carson: I don't know if you call it British, British African or something, or, or not. Not relevant. Not really. No. You don't have that. You can, not everything is the same. Yeah. We have African American term, which is the politically correct way to refer to a person with melanated skin, but they, we celebrate during the month of Mar, I think it is March.

[00:24:18] Mitch Carson: I think it's March, March. Black History Month, and that's referring to black Americans who've made significant historical effects while being in the us or they have written a book and they're, they have melanated skin. All of my black clients, American black people, got coverage very easily during that month.

[00:24:45] Mitch Carson: And then there was another month of Black Women's History Month. So again, it repeated, could I get them on TV next year? Yes. All they have to do is write another book for me to get them booked and passed. The scrutiny and the screening of the booking agent is okay. I've got Twanda Young here, who was on last year.

[00:25:08] Mitch Carson: She's written a new book on her category. Oh yeah. She was great. Our viewers loved her. We got great reviews and feedback on here. She's in Easy peasy. Whereas if I brought in a new person with no one sheet, nothing hasn't written a book, oh, she wants, it's been her lifelong dream to get on tv. I'm not risking my job.

[00:25:29] Mitch Carson: Why would I risk my job on an unknown? Mitch, we love you. We know your guests are already media trained before the camera turns on. These are live segments you cannot screw up. God forbid I screw up here, we can record. But on live tv they must be media trained. Vetted trained, and training is the operative word to answer in sound bites.

[00:25:52] Mitch Carson: Be quick, be on point because an interview on television is two and a half minutes to four minutes. Typically expanded interviews are available for major celebrities. Like they're not gonna say time's up to somebody running for the Prime Minister position in the uk. Yeah. But for Teddy Smith, who's an up and coming expert, your interview time is gonna be two and a half minutes to four minutes.

[00:26:16] Mitch Carson: Let's wrap it. So you gotta be really on, on point. Yeah. Articles, if you've written articles for some of the online or offline publications. I know you have big newspapers in the uk. They still garner a lot of respect. They still garner great credibility. And if you have an article that you've written or articles plural, or you've been in magazine, you wanna include that because it's all about creating plumage.

[00:26:48] Mitch Carson: That attracts people to all of your feathers. Yeah. Beautiful color plumage, because if you are a, a peacock, how does the male peacock attract the female? By beautiful feathers. The male peacock is much prettier than the female, just the opposite in our, with our species, but with the peacock, it's the male, the female's kind of bland.

[00:27:15] Mitch Carson: But in order to attract her, he's gotta look his best. Yeah. And the person with the most beautiful feathers gets the best looking or gets the mate. 

[00:27:24] Teddy Smith: Yeah. Absolutely. Gets the privilege. Have you got any good case studies for people that you've, or clients you've worked with where you've got them some sickly good media coverage where, you know, it was like directly the work you worked with them on that was Oh yes.

[00:27:37] Teddy Smith: You were able to account that? 

[00:27:39] Mitch Carson: Oh, absolutely. Got lots. And sometimes it works later. It's not always immediate. Sometimes the beauty of being on, on television or having an, an article written in a magazine, which has a longer shelf life than a newspaper, but there are times and books which you've written, which are evergreen because sometimes people buy books that are older and say, you know, this really matches what I'm looking for.

[00:28:07] Mitch Carson: So a particular case a year ago, a gal named came in and her. Book title was from Sell to C-E-O-C-E-L-L. She was a convict who had gone through the Federal penetration, federal Penitentiary and served four years for tax fraud, and she went to prison, got out, became a CEO, and now teaches other CEOs how to start their own businesses.

[00:28:36] Mitch Carson: She went through my program here in Las Vegas. Got her on four television stations, two radio shows, uh, and she used that as a ible asset to tap into the federal government of the US for a grant that granted her a million dollars to help recently released felons from prison start a business. She was a CEO.

[00:29:02] Mitch Carson: Of her own organization. She went from being a, an ex-con to now a flourishing CEO. She leveraged this media and the awarding party in the federal government chose her because she had media where others did not. The credibility and proof bestselling author plus media equals success. Yep. Bestselling author, not just an author, which is all is great.

[00:29:31] Mitch Carson: But it's great tur to be a bestselling author, plus television, plus radio, plus podcasts. You become the irrefutable person of choice versus most people don't take the time and energy to go the extra inch, to take the extra effort to work another half hour in the gym where people are quitting and, and scratching and watching tv.

[00:30:01] Mitch Carson: Do what's necessary to win. Work a little bit harder. Rip off the rear view mirror. Keep pushing your, your foot to the gas on, you know, on, on the accelerator. Keep pushing. So Don is one particular example. I have many like that. Uh, one lady, Jane M who's a. Kenyan American woman who has got a very big business today with weight loss for African women, African and African American women born in Kenya, now lives in the us.

[00:30:36] Mitch Carson: She went through my media program a year and a half ago. She went through four stations here in Las Vegas. She lives in Atlanta, Georgia. She then leveraged that to get interviewed on CNBC. Atlanta's a much bigger market. Then Las Vegas. Las Vegas is prestigious, but Atlanta in terms of eyeballs and exposure is by far bigger, about three times larger population wise.

[00:31:05] Mitch Carson: Uh, and she used that leverage to get, now she's been on TV all over the world. Yep. That's amazing. It starts the process. Get the snowball going. We talked about snow recently in the uk. You guys can make snowballs right now, but the snowball metaphorically start small. You roll it down the hill and it turns into a bigger snowball.

[00:31:25] Teddy Smith: Yeah. Then you can make a Santa. I made an amazing, uh, soman this weekend. It was really fun. Okay, now those, um, those two stories you're talking about, were quite obviously inspirational and those two, uh, authors, they've got quite a good backstory. You know, you've got a Ken, a Kenyan person who I'm guessing has come from quite.

[00:31:43] Teddy Smith: Relative hardships come to America, and that's quite an inspirational story. You've got a lady who went to jail and then afterwards has become a CEO, obviously a very inspirational story. Now, a lot of people listening to this might be thinking, okay, so they've got that backstory. That's an easy sell. If they're starting, just starting out, are there more accessible ways to maybe start building that visibility and credibility?

[00:32:05] Teddy Smith: I'm, I'm obviously thinking about social media and podcasts, but are there any good ones that you've thought of? Sure. Let, let's, 

[00:32:12] Mitch Carson: I, I, I'm gonna give myself a hard case study. Let's say somebody comes in, has no book, has no social media, nothing. Yeah. They start with a clean slate, so to speak. Yeah. How do you run a race by taking one step at a time?

[00:32:29] Mitch Carson: How do you finish a 10 K by running one K first? Then do getting 2K, three k all the way till where you can run a 10 k. You've gotta start somewhere. So I'll say the basics for an author, which is a lot of our market, our respective markets. Yeah. Once you get your book done, you're gonna need a book page, book landing page.

[00:32:50] Mitch Carson: I. You're gonna need a, a kick ass Amazon listing if you By by landing, by landing 

[00:32:57] Teddy Smith: page, you mean kind of like a mini website or, or a full website? Yeah. Mini page. Mini page 

[00:33:00] Mitch Carson: on your book to sell your books outside of Amazon. Yeah. Let's say somebody finds you through LinkedIn. Why send half the money? Or, or you know, most of the money to Amazon when And then control the client, get 'em to your own link to buy your book and ven your book.

[00:33:16] Mitch Carson: You can capture their email and market and sell more stuff to them. You know, so you gotta, I, I would start with, you know, the, the getting the book done and there, that's a whole nother topic, what you need inside the book, as you know. But there are ways to get them to contact you. LinkedIn is critical.

[00:33:34] Mitch Carson: YouTube is critical because if you are a, an author, in order to sell more books, you need to speak. You need to be interviewed on podcasts like this. Yeah. You need to be interviewed on multiple podcasts and if you wanna be on television or radio shows, you've gotta have the ability to speak and articulate your message and compel people to buy, to give them the opportunity.

[00:34:00] Mitch Carson: Well, how do you do that? Oh, where do you go to learn more information without your links? Okay. Start small. Start with LinkedIn. Start with a book page. Those two matter. Oh, from there, where else would I go? Maybe Instagram, depending on where your market exists. If you're my, my age, okay. Do I TikTok? No, I don't waste my time.

[00:34:26] Mitch Carson: I'm so tired of seeing girls shake their buddy. The bodies on Tick. I, you know, I scratched okay. It was cute a few times. That's not where I'm gonna create commerce. I'm gonna create commerce on LinkedIn. My number one platform, I'm gonna create commerce. People see me on Instagram reels, and I'm not shaking my butt.

[00:34:47] Mitch Carson: I'm talking about real value. I'm gonna create content for YouTube, real value that people could take away and then want to resonate with me. And then I offer a book, oh, here it is. You start there, you can also write an article on a trending topic for a local newspaper people overlook that still has great credibility, and then it's a leverageable asset to then get on television in your local market.

[00:35:18] Mitch Carson: Then you can go grand. Now in the US I live in Las Vegas, N-B-C-A-B-C-C-W. Fox all have local television here. There's the national that, for example, that would cover national events like the election, the debates that took place, that comes out of New York. Good luck getting interviewed in New York. Right out of the gate.

[00:35:45] Mitch Carson: You gotta ascend. Gotta have all the proof assets. Remember, the booking agent is there to save her job. She's got to make sure that she gets a paycheck next week. Condition number one. Number two, do you have the proof? So when she walks your package because you're about being packaged, your big plumage of feathers, are they verified?

[00:36:13] Mitch Carson: Can she legitimately walk your feathers into the producer and say, I've got Teddy Smith here. He's got a great software program that will, through ai, allow an author to get close to get much more exposure than ever thought possible using Amazon ads, and he's got proof of all of these authors around the world.

[00:36:39] Mitch Carson: He'd be a good expert for us to have on the show because people are writing more and more books. Kindle is a platform I'd recommend him and I verified all of his links. We should have him. And I saw him being interviewed. He doesn't have three eyes. He's got two. He's and he's one of us. He's a Brit. Do you understand?

[00:36:58] Mitch Carson: That's what goes on behind the scenes. I hear these conversations. They're there to cover, they're boxes to make sure that you're credible and then they present you. And then you might get the call, but you've gotta tick all the right boxes first. 

[00:37:16] Teddy Smith: Yeah, that's, I mean, that is really great advice. So I think the, the main takeaways from here is, you know, if you are thinking about trying to get more publicity, trying to get booked on podcasts or trying to get in TV shows, or even newspapers or other things like that, it's, I.

[00:37:30] Teddy Smith: Get that one sheet sorted out because that's what's really going to sell you to people. It gives booking agents and podcasters and anyone who's gonna book you a really compelling reason why they should get you on the show. And it's about being consistent with your output, making sure you are talking about the same message, you are trying to get into as many places that are relevant as possible, and really trying to get yourself out there as much as possible.

[00:37:52] Mitch Carson: And the testimonials match. The market. 

[00:37:55] Teddy Smith: Mm. Testimonials. Yeah. That's really important. And I'm guessing the testimonials should be from your most important people that you've spoken to. And I'll be asking you one after this. 

[00:38:03] Mitch Carson: Yeah. But get Teddy, it's, it's not just celebrities because that isn't necessarily what people can relate to.

[00:38:10] Mitch Carson: It could be a smaller person whose user service that they can relate to. If I had a testimonial from Sir Richard Branson, which I don't, I have, I shared the stage with him at the O2 Arena some years ago. I do have that, but who can relate to Sir Richard Branson? Very few people there. He's not in my universe.

[00:38:32] Mitch Carson: He's not in yours for the, you know, a billionaire. They, uh, they have their own billionaires club. Yeah. What if I have Teddy Smith entrepreneur, you know, uh, a British man with a growing software company. People can relate to that. You're a young guy. You got a family. You, you mentioned you have, you know, your daughter in school.

[00:38:52] Mitch Carson: That's much more relatable than somebody of the stature of Sir Richard Branson. Yep. So you, you can have that, but do it with caution. Yeah, because if I showed only celebrities as my testimonials, I, I wouldn't be relatable. 

[00:39:09] Teddy Smith: Yeah. No, that makes perfect sense. Well, I think this has been great. I mean, if people wanna get in touch with you, what, and you know, start working with you to get that media training, where's the best place they should to do that?

[00:39:19] Teddy Smith: I. 

[00:39:19] Mitch Carson: Www, you gotta use the Ws. Get interviewed guaranteed.com/meet with Mitch. I'm sure it'll be in the show notes, but lemme repeat it. Get interviewed guaranteed.com/meet with Mitch and there'll be some questions there to kind of clarify what you're looking for and we'll set up a chat. Yeah, we'll do a Zoom, 

[00:39:41] Teddy Smith: zoom, zoom.

[00:39:42] Teddy Smith: And what does that program look like? What, what can people expect to learn and what can they expect to need to put into it? Well, what 

[00:39:48] Mitch Carson: what we'll do is find out if I'm a fit for you to help you with your publicity. This is how I make my income. So yes, there is a charge. Total transparency. I don't do it for free.

[00:39:58] Mitch Carson: The interview is free with me. But if you wanna get television placement, radio placement. Uh, I guarantee it. That's why I have the URL get interviewed guaranteed on major networks. But we we're gonna have a discussion to see if you're ready for it, because not everybody's ready. If you've got no assets, no landing page, I'll say don't waste your money.

[00:40:20] Mitch Carson: Make, it's for people who are serious, who may have a book. You don't have to, but it certainly will help you better use those very, very viable outlets. To build your brand, build your income, and get a return on investment. 

[00:40:37] Teddy Smith: Brilliant. Well, it's been super helpful. I mean, I've learned loads from it and I've really enjoyed speaking to you about getting books on some, some major networks.

[00:40:44] Teddy Smith: I think I. That's one of the things I need to work on. I want to get onto more big podcasts and stuff. I wanna 

[00:40:49] Mitch Carson: see you on the BBCI. 

[00:40:52] Teddy Smith: I wanna come. I'll come, I'll swap, I'll help you on BBC and you can get me onto, uh, your Las Vegas show. Easy, easy. 

[00:40:59] Mitch Carson: That's guaranteed. You know, I, yeah, I, I know all the producers here.

[00:41:03] Mitch Carson: Easy, easy. Perfect. 

[00:41:05] Teddy Smith: Well, it's been great chatting to you, Mitch. Uh, and just before we go, we've got one final question, and that is, what's the one book you recommend that everyone should be reading? 

[00:41:13] Mitch Carson: I refer to a lot of classic, I mean, there are a lot of new books like Atomic Habits by James Clear, which I enjoyed reading.

[00:41:20] Mitch Carson: I mean, all there are, there are many that are current. I like to go to a classic by Napoleon Hill, think and Grow Rich. Mm-hmm. Yeah. And there are different principles that are applied and useful today, even though the book was written 120 years ago. It's about. What the millionaires were doing at the turn of the, in the century, the 19th century, uh, to build their, to build their business.

[00:41:45] Mitch Carson: What were those common thread characteristics? And the one I like to talk about is when you see an opportunity, and Napoleon Hill identified this, when you see an opportunity, do you take it? Dream about it or let it pass you by the successful people, and the characteristic is still the same today. Got a risk with the right opportunity for a reward, measured risk, but without taking a risk, you'll stay in the sea of sameness as everyone else.

[00:42:20] Mitch Carson: What can you do to jump out? Is it starting a podcast? Is it getting your one sheet done so you can be a guest on podcasts so you can tap in the audience of Teddy. So the book, Napoleon Hills Think And Grow Rich is a classic, which I refer to often in my presentations. I. Because it's about differentiation and taking a risk as one of the key principles.

[00:42:46] Mitch Carson: There are many, but that's the one I refer to. 

[00:42:49] Teddy Smith: Pretty good recommendation. One of the, one of the all time classics, and when you mentioned James Clear, I just always think how much money he must make every single January when people make New Year's resolutions. Oh gosh. Oh gosh. He's done. Well, smart guy.

[00:43:02] Teddy Smith: He's a smart guy. Well, great. It's been, thank thanks so much for coming on the show. It's been great chatting to you, Mitch, and we will speak again soon. You got it. Thanks, study. Thank you so much for tuning into the Publishing performance podcast. I really hope you found today's episode inspiring. I love chatting to authors, writers, and people in the publishing world.

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