Welcome to the Baby Got booked Podcast . The show for authors, coaches, business owners and experts who are serious about getting free press. Get tips, strategies, and tools that WORK. So you can be saying Baby Got Booked too!
Become a Media Magnet: The Recipe
We typically book three types of guests on the show. We book producers or editors in the media who have a media platform and are looking for content and experts. We book people who have used the media to launch their brand or grow their business. The third type of person I like to bring on the show is somebody who helps us elevate our game and become a better story (because if you’re living a really great story that’s an excellent first step towards getting attention for it). My guest today, Zane Caplansky, fulfills all three of these requirements because he is a celebrity chef, he owns multiple businesses (all in the food industry), he’s an absolute media magnet extraordinaire and he has his own podcast. If you’re at all in the food industry or want to be in the food industry this is the guy whose show you want to get on.
The Globe and Mail article: There was a huge article in the Globe and Mail (Canada’s biggest English language newspaper). The headline was Caplansky’s Deli goes national with restaurants ‘built for Instagram’. Caplansky’s had re-branded their logo and he offered the Globe and Mail an exclusive on the new logo.
Exclusivity: Zane’s offer of exclusivity was attractive enough for the editor to say yes and assign a writer. This only works if you already have an established relationship with a particular editor. Exclusivity is a very sexy thing to the media.
Editing: Once it’s out of your mouth what they report is out of your control. It’s up to the journalist to decide what to print and how it’s going to go. It’s all in the editing. Editors and producers decide what story they want to tell. All you can do is put on your best performance and then leave it up to them to either be sympathetic and favorable or make you look like a jack ass.
Sound bytes: The best thing you can do to prepare for a situation like this is to have certain key sound bytes prepared. They’re not going to want to cut out the sexy bits. Make the bits you want to have come across the sexiest.
Know your audience, know your editor: You do this by consuming the product. You read the paper, you see the kind of stories they are telling and look for trends. What type of story do they keep telling? Then ask yourself how this applies to your business.
Franchising: Zane resisted the idea of franchising for years. His thinking was that running a restaurant is hard so running two would be twice as hard. Then he got an offer from an organization to open two franchise locations in the Pearson International Airport in Toronto. He said yes without really thinking through all the possible ways and reasons why it might not work. They became very successful in the most challenging environment possible and that convinced Zane they could grow. Think about how you stand out from the crowd. What do people gripe about? Zane went to the two most common gripes (overpriced, low quality food) and fixed them.
Podcast: Zane was invited to be on a radio show. Afterwards the producer called him and asked him to be on a discussion panel the following Thursday. He did and was invited back the next time and the next. Finally the producer told him to just keep coming until they told him to stop. That was two years ago and he’s still on the panel every Thursday. The other members of the panel were seasoned veterans of radio and he studied them to learn from them. One day he stuck his head in the program manager’s office and said “If I was going to pitch you on a food radio show what would I have to tell you?” and the manager said “That’s a good idea, let’s do it.” His podcast started six weeks later and is called “Let’s Eat with Zane Caplansky.”
Getting on Zane’s show: Being invited on the show has a lot to do with personality and topicality. Just sending an email saying “I’d love to come on your show” i
How to Stop Anxiety from Holding You Back
It’s much easier to tell a better story if you are living an amazing story. Tiisetso Maloma falls into that category because he is an entrepreneur many many times over. He’s worked in very diverse industries including but not limited to marketing and PR, photography, graphic design, web design, copy writing, public speaking, event organizing and a lot more. He is about to launch a brand new book which you can pre-order right now called The Anxious Entrepreneur: Anxiety Defeats Creativity and Creativity Defeats Anxiety. I’m excited about introducing him because I think anxiety is a big dark underbelly of entrepreneurship. We will talk about using creativity and story-telling techniques to defeat the anxiety that may be holding you back, maybe crippling your business or if your business is successful sucking a lot of the joy out of your life.
What most people don’t know about Tiisetso: Most people think because he is on Facebook a lot that is he very sociable. He is but he is also more of an introvert. He needs time to himself to read, write and do other things that interest him. A lot of entrepreneurs are like that. He’s interested in a lot of things. He’s always been the kind of person who’s dabbled in more than one venture. That alone can cause high anxiety because when you’re running more than one business the risk of failure is multiplied.
Where does anxiety come from? As soon as you involve yourself in a number of ventures that’s when the anxiety gates open up, so it’s a matter of keeping focus. This can mean anything from having Facebook and Twitter open while trying to write a blog post or trying to run two businesses at the same time. You don’t want to miss out on anything but you need to stay focused.
Defeat anxiety with creativity: Anxiety defeats production. When you are anxious you can’t be creative, when you’re creative you’re not anxious. Chop away anxiety by getting creative. Getting creative could mean going for a walk, going for a run or indulging in something you enjoy like writing or playing music.
What if I have a deadline? That’s about energy. When you don’t sleep well you feel it in your body. Take care of yourself, make sure you sleep enough hours and exercise as well. This will help you in dealing with a stressful situation like a deadline.
Geeta said she doesn’t think she struggles with anxiety as much as most entrepreneurs do, but she used to. The reason she’s gotten a handle on it is because she’s put in certain habits that are non-negotiable and fitness is one of them. People say they don’t have time. Geeta doesn’t have time either; she’s pregnant, has a young child and runs two businesses. She makes time.
Dealing with nighttime anxiety: Start off with the priority tasks. If you do all the priority tasks before noon for example after that fewer things will affect you and anxiety won’t control you.
Also, get honest with yourself about your energy cycle. A lot of people ignore their energy cycle, we don’t pay attention to it, and we look to external signals. It’s a lot like letting your body tell you when you’re hungry or you’re full rather than just going by the clock.
• Tiisetso Maloma’s website is www.tiisetsomaloma.com
• You can try your first workout on www.liftsession.com for free using the promo code Geeta.
• I love hearing from you. I’m @lifewithgeeta on Twitter. If you want a peek into my personal life follow me on Instagram where my handle is Baby Got Booked. You can reach out to me via email or via my website contact form at geetanadkarni.com
• Write headlines no journalist can resist, with the 58-headline template pack
Be the Story TV Producers are Hungry For
want to introduce you to somebody who has actually been in a vomit
They are the simulators that allow you to simulate
weightlessness aboard an aircraft and
feel what astronauts actually experience in space. John
Getter is a licensed pilot and has flown the space shuttle
simulator and has more than 3 hours of weightlessness aboard a
special NASA aircraft (the vomit comet). He
is a former broadcast
journalist whosebroadcasts have been carried in 135 countries and he
supervised projects that flew in space. He does insights and
stories from working with hundreds of explorers including all who
walked on the moon or commanded a space
shuttle. He’s a professional speaker and
produces news coverage for major broadcast and cable networks
including Good Morning America. He consults with major corporations
industry and political leaders on effective communication skills,
media understanding and of course
Show and Good Morning America: Both of the programs aim at
primarily a female
audience but GMA more so. The first 15
to 30 minutes is hard news and the
interesting, fun features. The Today Show is more news
oriented and is a more serious program. When John does the news he
wants stories that people will talk about the next
Convention: There was a pizza convention in Las Vegas, where John
lives. A booker from Good Morning America called him and asked him
to go to the convention and find an interesting person they could
fly out and have on the show. When he went he found it was so huge
and so full of interesting characters they decided instead to send
a film crew out there. They ended up doing a video segment of the
convention and flying a guy out to New York to demonstrate with the
GMA hosts how to spin the pizza dough etc.
Getting on one of the programs: John’s story is
that he worked in the space program a long time and did a
lot of reporting on space travel. He lived in Washington D.C at the
time the Columbia Space Shuttle was lost. Fox News was scrambling
like everyone else to come up with people to talk about what might
have happened, what did happen, etc. John introduced himself to
them and they asked him to come on the program immediately. He had
something of value to give them.
When you give the audience something of value you give them
something that entertains, educates, informs, makes them laugh,
makes them feel smarter and is something they’re going to want to
bring up at the dinner table or a cocktail party. It gives them
something interesting to make them more
John’s story is a perfect example of something that Geeta drives
home which is that it answers the question “why now?” Geeta has
a YouTube video on this on the baby got
booked YouTube channel where she will walk you through how to
answer this question and what it means the way a producer asks
face on it: This means something folks can connect
with viscerally. It’s important to connect with
information that connects with the head, that’s the expert part.
But that which connects and is remembered is that which touches the
heart, the emotional side. Find a way to tell a story that touches
not just the head but the heart.
get your foot in the door: Be
clear, succinct, focused on what the audience is going to get and
try to do some research beforehand as to whether or not you should
be talking to someone like John or someone
else. It really doesn’t make his day when the phone rings
at 5:30 AM pacific time and it’s someone in New York trying to
pitch him something. Don’t pitch too much and too
• How to reach John: You can find
John through his website johngetter.com or through email
• If you’re interested in learning
how to write a bio in ten minutes or
How to Tell Your Hero's Journey
On today’s show I’ve brought on a story telling maestro. Park Howell has been a professional story teller for more than 30 years. He has helped firms achieve epic growth through the power of story to define their brand and connect with customers, all the things we’re going to teach you how to do today. He’s a professional speaker, a marketing consultant and a brand story strategist. He’s going to help us craft and tell a compelling story and then we’re going to hook those ideas together to show how you can leverage this for the media (that’s where I can bring some of my ideas to the table).
Joseph Campbell: Park was introduced to the work of Joseph Campbell through his son who was going to film school in Hollywood. Joseph Campbell is America’s foremost mythologist. His 17 step hero’s journey can be seen in the movies you love, the books you read and even the songs you listen to. If you really want to see it in action all you have to do is look at the very first Star Wars movie because George Lucas used Joseph Campbell’s blueprint to write that script. When Park started overlaying it in his advertising and marketing work he saw the same hero’s journey, the same story patterns materialize.
Ten Chapter Story Cycle (also available as an infographic on Park’s website businessofstory.com)
Chapter One: Backstory. Park also calls it “where in the world have you been?” This is stage setting to create context around the story. Park asks people to answer three questions: Where have you been? Where are you now? Where are you going?
Chapter Two: Who’s Your Hero? We want to know a little bit more about you the hero. Tell us your strengths and weaknesses. Everybody loves an underdog so when you’re telling your personal story tell us what you want, what you’re going after, how you think you’re uniquely equipped to get it and how you think you’re not equipped to get it and how you’re not even sure how you’re going to go about it.
Chapter Three: What’s at Stake?
Chapter Four: Your Call to Adventure. Hollywood calls this the “inciting incident”. Everyone has a moment in their life when their world turns upside down and they go from their ordinary world to a new extraordinary world.
Chapter Five: Villains, Fog and Crevasses. This is where the obstacles and antagonists show up. Villains are the people in our lives that try to thwart our progress. Some of them are literally villains that don’t want us to win, others are well meaning loved ones that are afraid and question what we’re doing. They are also the internal voices saying “Am I good enough? Can I really pull this off?” The fog is the blind spots you have moving forward and the crevasses are the gaps in what we’re telling ourselves and how we’re actually acting. Are we living the story that we believe we want to live?
Chapter Six: Enter the Mentor. We all have obstacles but we don’t go through them alone. We have a mentor, one or more people at our side to help guide us. They serve a powerful role because they guide us with their wisdom, experience and tools.
Chapter Seven: The Road of Trials.
Chapter Eight: Victory is at Hand. When did you have that first real big victory where you said “Yes, I’m on the right road. This is awesome.” How did you celebrate that victory?
Chapter Nine: The Moral of the Story. What is the truth in all of this?
Chapter Ten: To Be Continued. It’s a repeating cycle. You’ve gone through it once now you’re set up for this new revolution of your story cycle.
Contact Information: Park Howell can be found on Twitter @ParkHowell, on LinkedIn and at Business of Story on Facebook. His website is businessofstory.com
Geeta wants to know your thoughts on this episode. Reach out to her and tell her what you got out of this. She’s on Twitter @lifewithgeeta or you can reach out to
How to Write Your Brand's Story
Today’s guest is somebody who’s going to teach you how to talk about what you do in a way that makes people want to lean in and hear the rest as opposed to the elevator pitch that makes people say “oh, okay” and the conversation is over. Jenny Beres has run a successful freelance writing business for 10 years. She started with $75.00 in her bank account and quickly transformed it into a six figure freelance copywriting business. She helps brands tell their story in a compelling way and she also helps a lot of freelance writers or freelance social media people run a successful business. So it’s the skill of writing itself, what stories to tell, what stories to leave out and then on the other side of it the business aspect of running a freelance writing oriented business.
Compassion and inspiration: Whether you’re a business owner writing your own copy or you’re a copywriter on a team and you’ve been hired to capture someone else’s story you must write from a place of compassion and inspiration. Those are the two places that marketing copy must come from. You must speak to your audience, which essentially if you’re a business owner is maybe you five years ago before you found the solution to the problem that you were experiencing.
Vulnerability and oversharing: One of the main questions a customer asks is “Do you see me? Can you feel what I’m feeling?” so being vulnerable by saying “I’ve been you” (if you have) is a great place to start. You aren’t coming across as inauthentic but at the same time you aren’t oversharing. Make sure the story you’re telling is the story that’s related to your audience. Find the intersection where your story connects with your target audience. It’s very easy to get lost down that rabbit hole of sharing so much you turn your client green. There is a fine line between being vulnerable and oversharing and that intersection keeps you from crossing over it.
Questions Jenny asks her clients and recommends you ask yourself and discuss with someone you trust:
Why you? Why you specifically? This brings out a little bit more of the story and that’s usually where we get a few more details about where they intersect with their desired client.
What do you offer differently? What you offer is different even if it looks like the same product or a similar service. You do something differently; we all put our unique fingerprint on our business. Identify your unique fingerprint. Lead with that in your marketing message.
Is there anything that you’re currently struggling with? A business owners struggle is going to be different then a potential client’s but you can get into that emotional realm. While you want to maintain a level of professionalism it’s important for the client to tap into how they felt and use maybe how they’re currently feeling about their struggles to tell their story using more compassion and a more inspirational language
What was your catalyst? In story telling the great things always happen after the catalyst. The catalyst is what pushed you to make a choice to do something differently.
Who do you serve now? If you look at the first scene of a movie and you look at the last scene of the movie they’re usually photo negatives of each other. They’re usually telling the same story but the rebirth of that story. And the end of your brand’s story should be the rebirth of you. But you always want to include who it is that you’re serving. Who is it now that you’re reaching out to? Who are you paying it forward to? A brand’s story without including your audience simply is just you talking about yourself. You don’t want to isolate your audience from your brand’s story; you want to include them in your success.
When you make a mistake: If you feel like a joke didn’t land right or an email didn’t come across as intende
How to go from grit to great
Do you remember the Herbal Essences commercial where the woman in the shower is going “Yes! Yes!”? Well, I don’t have the woman in the shower (she’s a model) but I have with me the woman who wrote that ad campaign and made it famous. My guest today is Linda Kaplan Thaler and she is responsible for some of America’s most famous advertising campaigns including the Aflac duck quack and the yes, yes, yes Herbal Essences campaign. She has won 13 Clio awards (which is like the Oscar for advertising) and two were for best original music and lyrics. If you’ve ever heard “I don’t want to grow up, I’m a Toys R Us kid” and Kodak moments that is her. She runs a billion dollar advertising agency in New York City called Publicis Kaplan Thaler. Her latest book Grit to Great (co-written with Robin Koval, who is also the co-founder of the company the Kaplan Thaler Group) is a national best seller that teaches us how to be a better story (other books include The Power of Nice, Bang! Getting Your Message Heard in a Noisy World, and The Power of Small.) If there was ever somebody who could boil down a brand’s story and tell it in 30 seconds in a way that turns it into a cultural piece of shorthand this is the person who really gets how to do it.
The Grit factor: You don’t have to be born with unbelievable talent. 98% of really great people have, not the It factor, but the Grit factor. Anybody can develop grit; you don’t have to be born with it. That is what the book Grit to Great is about.
Most important factor: Linda and Robin couldn’t figure out why they were so successful and winning almost everything they were pitching. They knew it wasn’t because they were geniuses. Then they realized when they started doing post interviews with clients such as Wendy’s or Proctor and Gamble and would ask “why did you award this to us?” they would always get the same answer which was “Your work was great, everybody else’s work was great too but we didn’t think anybody could work harder than you did.”
Famous examples: They started looking at famous people who have done extraordinary things but were completely ordinary growing up. Colin Powell was a C- student in college until he discovered the ROTC and decided he wanted to devote his life to service in our country. Steven Spielberg was rejected from film school three times. Michael Jordan couldn’t even make his high school varsity basketball team. Walt Disney got fired from his first job because he lacked imagination. What did these people have? They weren’t brilliant, they weren’t particularly talented, they had the Grit factor.
G.R.I.T: Guts, Resilience, Initiative, Tenacity
Your 90 year old self: Jeff Bezos of Amazon tells a great story about how everybody told him he should stay at his comfortable Wall Street job instead of starting amazon.com. He had a conversation with his 90 year old self who said “Of course you’ve got to do this. Do you want to turn out being this age and never even tried something that you really really want to do? “Have a conversation with your 90 year old self (in the privacy of your own home of course) and you will know exactly what you should be doing.
Advice that took Linda out of the baby pool and into the ocean: Every time you do something for somebody you are throwing out a positive imprint or a seed. That seed will blossom and grow in ways you can’t even imagine. Do not expect anything when you do something nice for somebody. In some way, shape or form the universe is going to pay you back and it’s going to be unbelievable.
Grit Quiz: On Linda’s website grittogreat.com you can take the Grit Quiz to access your Grit level and to see where you have potential to develop it even more.
Grit to Great: You can buy the book on grittogreat.com or on Amazon or anywhere else there are books.
Customer ReviewsSee All
Fun and Amazingly Informative
Geeta has a natural curiosity and zest for life and business. A must hear program!