Sell Yourself Without Selling Your Soul
Interview with Susan Harrow
Q. You say in the introduction of Sell Yourself without Selling Your
Soul that you intentionally left out war, sports and sales metaphors.
Why?
A. I wanted my words to reflect principles that embody deep inner
reflection, honesty, business smarts and artistic beauty. I believe that
by changing the way we speak, we change our patterns of thought, actions
and results. Our words carry our intentions. Thoughts lead to deeds.
Q. In what you call your "Wild
Biography" you mention that you were almost sold into slavery to a
Bedouin Sheik, and that the CIA tried to recruit you. Is that true?
A. Yes (fortunately I managed to narrowly escape both!). Doubtless
you, too, have some fascinating parts of your past that lead you to do
what you do today. I encourage you to discover what those are and to use
them to uniquely position yourself in the marketplace.
Q. In Sell Yourself without Selling Your Soul you've chosen everyone
from saints to pet detectives to illustrate sound publicity and marketing
strategies. Why such an unusual assortment of people?
A. To expand your creative outlook on what's possible. I've worked
with clients from many different and fascinating arenas from CEO's to
Jesuit Priests. What I've discovered is that it doesn't matter what you
do, or what business, product or cause you are promoting. What matters
is how you do it. Each of the examples I've used will show you how people
and companies forged their own unique path into publicity. You can learn
by example from these people who are fundamentally not so different than
you.
Q. You give us examples that range from celebrities to spiritual
masters. Who's your favorite?
A. Perhaps Gandhi best sums up my philosophy of publicity and marketing.
Famous for saying, "My life is my message," he was a true manifestation
of his teaching. He said, "Be the change you want to see in the world."
And he was. He walked his talk.
Q. What's the single most important idea you want readers to get
from your book?
A. Dare to be yourself. At first this seems simplistic and perhaps
even a bit ridiculous. But to be yourself takes a radical act of self-acceptance,
or small radical acts of self-acceptance on a daily basis. It takes practice
not to put on what Wilhelm Reich calls "character armor." I think we live
in a culture of self-hate. I've learned from working with hundreds of
clients that most of us don't like ourselves. For example, I often have
my clients do mock talk show interviews that I videotape. On first viewing
I'll turn off the sound and have them look at their body language and
facial expressions. Most react by spewing self hatred. One client shouted,
"Who does she think she is? She's lying! Her neck is ugly. Look at that
fake laugh!" This kind of self-denigration gets in the way of being 100%
focused on what you are here to do on this earth.
Q. You've compiled an extensive resource guide at the back of
your book and on your website to help readers carry out a publicity campaign.
Why did you create such an extensive list?
A. I wanted my readers to have a way to instantly implement all
the ideas in this book. You can read dozens of books on publicity, but
if you don't take action, you won't get results. I've carefully culled
people, organizations, services, and products from my own personal files
to save you that time and work. On my website I also have a FREE publicity
and marketing newsletter to help you stay on track. You can get it
here.
Q. In your book you say that there are three secrets to creating
a hot hook (or angle) that will guarantee media attention. What are they?
A. Well, I'll tell you one of them. I chose this one because it
will get you the quickest attention--but you must be ready for it. It is...to
create controversy. People love what they hate.
Terry Gross, host of the NPR program "Fresh Air," had a heated interview
with Gene Simmons, leader of the rock group "Kiss." The antagonism between
them was so strong you could almost hear heads bashing. The station got
over 5000 emails the next day responding to that interview! Any time you
can take a strong stand on an issue or topic you'll have people voicing
their opinions both for and against you. And strong emotion equals good
ratings, so producers and editors will love you for it. Good luck!
Q. Do you consider yourself a media darling?
A. Not at all. Actually, I've never had the desire to become a
public figure. I'm perfectly happy to curl up in a cozy chair, sip tea
with a cat on my lap musing about my next book, keynote speech, or how
to help a client. My agent tells me I shouldn't admit this, but it's true.
I'm a very bad student when it comes to taking my own advice. It's not
easy for me. But I'm doing it anyway and, guess what? It works.
I think it will be easier for you, because I've undertaken to address
all your possible resistances to attaining happiness, fame and fortune
(however you define them.) No matter what you have to give, the World
is waiting. It is my wish that you live your life by doing all that you
have come here to do. The Persian poet Rumi says, "Let the beauty we love
be what we do. There are hundreds of ways to kneel and kiss the ground."
I encourage you to write to me about your media calamities and successes
at: susan@publicitysecrets.com. |
