New Year Advice From My Dear Friend Marsha and WHY Video is ‘HOT’ in Marketing Yourself & Your Books…

Since we are starting a fresh New Year, I came across TWO exceptional articles from my friend and PR Expert, Marsha Friedman that shares two vital parts to marketing you, your books, and Brand! We can never have too much advice from a Public Relations firm that Marsha runs and is the founder of. Let’s make 2018 our “Year To Shine!”

“2018 Is Your Time To Shine!”


 by | Jan 3, 2018.| General MarketingPR Education


The start of a New Year is always a great time to focus on creating a “new you” – or at least an improved version of the old you.

Sometimes we do that through resolutions about dieting and exercise that, sadly, we don’t always keep. Sometimes we enter January vowing that in the next 12 months we will travel more, read more or spend more time with the family.

As you look ahead to all the possibilities that a New Year brings, let me suggest that if you’ve been letting your personal brand languish, 2018 can be your time to shine! It can be the year you rise from obscurity to fame – or at least to recognition as a voice of authority and go-to expert in your field. You just need to be willing and determined to make it happen!

You can bet that if you don’t, someone else – possibly a direct competitor – is going to step into the limelight that you neglected. They will be the ones polishing up their personal brands and, as a result, speaking with journalists, chatting with radio and TV show hosts, and linking to their media success stories on their websites.

Several years ago when I wrote my book Celebritize Yourself, personal branding hadn’t become quite as widespread as it is today. Certainly, some people – Zig Ziglar, Suze Orman and Bob Greene, just to name a few – had become extraordinarily successful at it, but at that time there weren’t always as many ways for people to promote themselves as there are now.

Most of the social media platforms that we have come to take for granted were either in their formative years or were dismissed as being irrelevant or unimportant. How quickly that changed! Now it’s so easy for anyone to create a Facebook, Twitter or other social media account and introduce themselves to the world.

Meanwhile, the old-school ways of promoting yourself via earned media in print, on radio and TV are still around, too. With so many opportunities out there, let me suggest just a few things you can do in 2018 to make this the year you take your personal brand to a new level:

  • Maintain a digital presence. Over just the last few years, I’ve seen more and more people who seem to – finally – get this. They understand the need for a website. They know the value of being featured in online publications and showing up in Google searches. They realize they need to be on Twitter, Facebook, LinkedIn, Instagram or other social media sites, spreading their message in the places where millions of people check in daily. Still, on occasion, I encounter people who have no digital presence or haven’t posted anything on their social media platforms in months or even years. But in this day and age, an active digital presence is a must!
  • Continue to build your credibility. You want to be viewed as someone who provides insight on what’s happening in your field, and who offers helpful tips and interesting observations to people who follow you on social media. You can do that through a blog and through your regular social media posts, as well as through any interviews you can land with the media. By building your credibility you will come to be seen as an authority on your topic.
  • Make sure you deliver your best work. If you promote your personal brand, but don’t deliver an excellent service or product, eventually it will catch up with you and all the work you put into creating your personal brand will be meaningless. On the other hand, when your work shows the caring you have for your clients, it reinforces that shine you worked so hard to achieve.

So make a vow that 2018 will be your year! Although it may seem a daunting task, this really can be the year you create a truly authentic personal brand that will positively sparkle by the time 2019 arrives.

That’s a resolution definitely worth keeping…Shine on!



Yes, this is me shining on!! Now to our next article!




Make Video An Integral Part of Your 2018 Marketing Plan!

“As many of you know, I love brainstorming with my team to distill ideas and tips that not only can be useful in working on behalf of our clients, but also to share with you in the PR Insider.”


This week my creative team and I were in the middle of just such a session when Jay York, our senior social media strategist, intrigued me with his thoughts about current trends in video marketing.

Let’s face it. With today’s technology, combined with the vast reach of social media, it’s easier than ever to create your own video segments that can become an integral part of your overall marketing strategy. You don’t even need a studio worthy of “Good Morning, America” or special effects that would make you the envy of George Lucas. In fact, the less formal the production is the better.

And once you arrive at your finished product, you can put your video on Youtube, share it on other social media sites such as Facebook and Twitter, and post a link to it from your website.

Frankly, you can get a lot of marketing mileage out of just one video – but you shouldn’t stop there because there are so many approaches you can take. You might create a series of short messages filled with insights into your area of expertise.

You might want to show your company culture with glimpses of team-building outings for example. It can show you’re a fun company to work with, or that you’re philosophically aligned and share commonalities with potential clients. These can be deciding factors when choosing a company to work with. At EMSI, we often use videos for those peeks inside the company, sharing them on Instagram!

So, with an assist from Jay, let me offer a few tips on what you should do to get started and get the most out of your video marketing this year:

  • Round up the equipment. This shouldn’t take long. After all, you won’t need the 124 cameras that ESPN reportedly used for the college national championship football game. One lone cell phone should serve your needs, although a tripod would be nice in case the person who does the taping lacks a steady hand. You’ll also want to decide on an appropriate setting. This simply could be your office or a backdrop of bookshelves. On occasion, you might even opt for an outdoors shot. Some of this will depend on the type of message you’re sending and just how serious – or light-hearted – your approach is.
  • Prepare your message. You don’t want to wing it, so know what you want to say and how you want to say it. In terms of length, although succinct is often better, Jay tells me the game has changed a little on that count. The typical recommendation used to be one to two minutes, but if you’re offering valuable information and are engaging, you can keep an audience interested longer than that, up to perhaps 12 minutes. And if you are making a speech or presentation before a group, don’t be reluctant to tape the whole thing – even if that means 30 minutes to an hour.
  • Keep it conversational. It’s best to look into the camera and speak as if you are having a conversation with a friend. The last thing you want to do is keep your head down and read in a monotone from a prepared text.
  • Consider going live. Now that you’re no longer jittery about a video (I’m going ahead and taking that leap here!) the next step is to consider going live. How? One opportunity is on Facebook, where there are advantages to a live video presentation. For one thing, Facebook gives precedence to live video so you will pop up at the top of your followers’ feeds. In addition, the live video will be interactive, so viewers can send you questions that you will see on your screen. You can respond immediately or use some of the questions as ideas for future video presentations.

A video is going to be more relevant in marketing in 2018 than ever before, which means you need to give serious consideration to incorporating it into your overall strategy.

Granted, not everyone enjoys going in front of a camera. I get that! But I also know the importance of video, so I’m going to suggest you overcome any camera fright and, if you haven’t already done so, take the video plunge! And yours in high definition!


About Marsha Friedman
Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports, and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity.




Social Media Still An Exceptional Place To Build Your Brand As An Author…

Hello, and Welcome Everyone!

Today my dear friend and PR expert, Marsha Friedman, CEO of EMSI Public Relations is our Guest and will be sharing why Social Media is still a great place to build your brand as an author. Engaging and interaction with your readers is also a vital part of building a following too!

So let’s see what Marsha has to say.


Why People Share On Social Media And Why That Matters To Brands

Every day people start their day by checking in on social media – and before too long the sharing of memes, posts, videos and cat pictures starts in earnest on Twitter, Facebook, Instagram and other platforms. What’s driving all that sharing?

Lots of things, probably, but to boil it down to its essence, people share on social media because they come across something that appeals to them and they think it will appeal to like-minded people. They share because they like the feedback they get from sharing. And they share just because it’s fun. So what does that mean to you and why does it matter to your brand? After all, you’re looking for results!

It all boils down to understanding how and why social media users behave the way they do. This information is valuable because if you understand the needs of your social media audience it will help you make decisions that influence those users to act in a way that benefits you or your brand. Let me share (there’s that word!) just a few key points about sharing on social media: 

  • They’re building their personal brand. Each time a user shares something on social media they are taking one more step in strengthening their personal brand. Yes, you may be surprised to hear that individuals have their own brands, but it’s true. Think about it, you may have some friends that focus on sharing pictures and updates about their fishing and boating hobby while others may focus on sharing humorous headlines, jokes, etc. While the former is presenting themselves as a fishing enthusiast, the latter is positioning themselves as a source of humor. Each of them has their own “personal brand,” which you come to expect on social media. If you’re a boating or fishing company, our first user would be valuable to you – and finding ways to encourage them to make you part of their personal brand through content would be imperative.


  • They gain personal satisfaction. Let’s face it As when your post about your daughter’s graduation gets 100 plus likes on Facebook, you get a big dose of personal satisfaction. That’s because these reactions are a reward and your mind sees it as exactly that. Those likes actually trigger a chemical reaction in the mind causing dopamine to be released. The “reward molecule” makes getting likes feel good, encouraging you to post more in an effort to obtain that same feeling again and again. Users know sharing interesting and valuable content gets them more likes, and that content has to come from somewhere. If you’re a brand, you can capitalize on this by ensuring that you’re sharing the best, most share-worthy stuff.


  • They’re building their audiences through sharing. When users are building their personal brand through the content they post and enjoying the euphoria that comes with it, they’re almost definitely going to try to grow their audiences. Just like brands, people also want to have more followers, more friends, etc., but for different reasons. These followers are gained through consistently posting content that represents their personal brand, on the right channels at the right time. Brands like Arby’s have done an excellent job of capitalizing on this desire of users, by sharing content that subtly appeals to many small niches, causing those individuals to them to help them reach more people, like Catherine’s Book Promotion Brand!


Getting into the minds of social media users is an important precedent for ensuring that your brand is doing all it can to attract and convert your target audience to grow your business.

Make sure you aren’t just looking at social media as an advertising avenue, but also a place to share valuable, appropriate, engaging and entertaining content that will get social media users to make you part of their personal brands and share it so they can get the responses from their peers they desire.

Your brand will benefit – and so will your followers who are the recipients (and sharers) of your interesting and relevant content!

Just thought I’d share that!

Marsha Friedman


About Marsha Friedman
Marsha Friedman launched EMS Incorporated in 1990. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports, and entertainment. She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity which includes many authors!



Pricing Your Books. Are You Over Pricing Authors? Are You Listing in The Correct Categories?

So my friends over on Book Marketing sure knows about pricing your books so that it helps you gain sales and reviews, not over price readers from not buying. We also need to make sure we are adding our books in the correct categories when we upload them on Amazon’s Create Space and KDP for kindle e-books.


Because your category placement also affects your Amazon rankings which can move every hour as does sales and book reviews. You can find a lot more about your listing categories and how rankings work here on Amazon Author Central


More about pricing:

Many self-published authors tend to price themselves out of sales.

This happens because:
1) You know how much time you spent to write the book, time or money spent on editing, time or money spent on the cover, time spent on learning to self-publish, plus the priceless view you have of your own work (rightfully so), all which combine to make you put a higher price tag on your book.
2) Self-published authors often aren’t making many sales, so they often price their book higher to earn more per sale since their sales are infrequent. We get that… but we’ve always been a proponent of the fact that you can sell more books with a lower price, and while you’ll earn less per book, you will make more in aggregate than you would with a higher price book. Plus, until you have more books to sell, it’s all about getting more readers so when you DO have more books, it’s much easier to sell them with a built-in reader base.

Now we have proof, with numbers directly from Amazon!

Amazon is usually pretty guarded with their stats. They don’t share much, but they recently shared some numbers regarding book sales at different price ranges.
Here is the quote relevant to book pricing:

“It’s also important to understand that e-books are highly price-elastic. This means that when the price goes up, customers buy much less. We’ve quantified the price elasticity of e-books from repeated measurements across many titles. For every copy an e-book would sell at $14.99, it would sell 1.74 copies if priced at $9.99. So, for example, if customers would buy 100,000 copies of a particular e-book at $14.99, then customers would buy 174,000 copies of that same e-book at $9.99. Total revenue at $14.99 would be $1,499,000. Total revenue at $9.99 is $1,738,000. The important thing to note here is that at the lower price, total revenue increases 16%. This is good for all the parties involved.”

This is directly from the largest marketplace in the world, who specializes in e-books. How much clearer can it get?

Sure, we would all love to sell at $14.99 or even $9.99, but that’s not the reality for the self-published author. But, you can still make good money selling at $0.99, $1.99, $2.99. Especially for the new author, with so much competition out there, you don’t want your price to be the reason people aren’t willing to give you and your books a shot.
Once you have a strong following of readers who love your books and want to buy more (you are building that mailing list right?), then, you can experiment with $3.99, $4.99, even $5.99. Many self-published authors are now able to command those prices, but they were not always able to sell their books for those prices. If you try to start at that price, for whatever reason, and you have very few reviews and hardly any fans, you’re going to continue to not sell many books, and you will earn less than you would with a lower price point.

Your goal is to reach as many readers as possible and to get them to want to buy every other book you come out with in the future. The bigger fan base you are able to build now, the easier it will be to sell books in the future with every new book you write.

Get people in the door with a lower price, build a readership, get them to fall in love with you and your books, THEN price your books higher.
Here’s to Selling More Books Authors!

“Cat Lyon’s Reading Den” by Author, Catherine Lyon  🙂

“5 On-Page SEO Tips” ~ Guest Article By Mike Dane of TruConversion

Hello and Welcome Friends,



We have a new guest article today by Mike Dane of TruConversion. He is going to teach us how to higher our SEO ranking for our websites and blogs. I enjoy having Mike as my featured guest as I, and everyone who visits learns so much from his topics and articles. We all can use more traffic and visitors to sites, right? So let’s get to it!


(Mike Dane PR Manager of TruConversion)

5 On-Page SEO Techniques That’ll Boost Your Rankings


Ranking his website on the first page of a search engine is every site owner’s dream. But it’s no child’s play, for sure. Lots of techniques need to be embraced. It should also include loads of hard work and proper planning.

‘When you have a website, all you want from it is regular traffic. And for that, your website needs to rank high on certain keywords. This is where search engine optimization (SEO) becomes relevant. Despite fears of SEO being dead, it is 
still very much alive and can help you do good business. All you need to do is make your website speak the search engine’s language. And once you do that with the help of effective SEO, you can see your website climb ranks in the search engine results.’


On-page SEO versus Off-page SEO


When it comes to optimizing your website for the search engine, you can have multiple options. You can either go for on-page or off-page SEO.

As the name suggests, on-page SEO involves all the tasks that you should perform on your website to make it rank high on the search engine results. Off-page SEO, on the other hand, refers to the activities that you have to do on websites other than your own to help your site garner a great rank on the search engine results.

While both are extremely important for the performance of a website, on-page SEO appears to be more popular and offers results within a shorter time. However, to get the best results, you have to embrace the right methods.

You can create 
an SEO checklist to ensure that the optimization of your website is done in a perfect manner. Some of the most important components to be included in the on-page SEO checklist include:

*Keywords in title, permalink, and first paragraph of the blog

Optimizing alt tag of an image with the keyword

Bold and italicized important keywords

Outbound link to relevant sites and inbound links to other articles on your own site

Inclusion of multimedia, such as video and images, along with text*



However, you’ll have to perform detailed SEO on the website for getting the best results. To start with, you will have to ensure that the content that you’re sharing on your website is unique. Remember, no duplicate content is allowed. So, if there’s any duplicate content anywhere on the website, it can have a negative impact on your website. So, you might find your site go down in the search engine result pages (SERPs). Moreover, the URLs should also not be duplicate. Otherwise, it might confuse the search engine bots and prevent your website from ranking high on the webpage.

So, where should you start? How can you perform the best on-page SEO?

Here’s a quick look at some of the most popular and result oriented on-page SEO techniques, which can help you take your site to the top of the search engine result pages within a short time.

*Focus on creating the title of the blog

Include various types of content

Ensure that the site is user-friendly

Check meta tags, meta keywords, and headlines

Perform internal linking in the blog*

Focus On The Blog Title

Planning to do on-page SEO for your website? Integrate a blog on the site. The blog posts play an extremely important role in ensuring that lots of visitors land on your website. But for this, you’ll have to ensure that they are properly optimized for the search engine.

How can you do that?

To start with, concentrate on the title of the blog post. It’s extremely important to include keywords in the title tag.
And these keywords should be placed towards the beginning of the title tag. However, you’ll have to ensure that no keyword is repeated in the title of the blog.

While writing a blog title, you might wonder what the right size for it should be. It’s wise to follow the best practices for title creation. You should keep the title within 65 characters, including the spaces, for the best performance.

Create Diversified Content

Yes, diversified content – that’s what your site needs if you are looking to perform on-page SEO to attract the attention of your visitors. Because that’s what the search engines want.

So, what is diversified content?


It refers to content, which is not limited to text. It should contain text as well as images and videos. Besides, it can also include graphs and graphics, audio, and other multimedia content. So, you should not keep the content of the site limited to chunks of text, but make them as attractive as possible to grab the attention of the readers.

The primary object is the make the website more engaging so that people spend more time there. This is going to reduce the bounce rate and help the SEO perspective of your website.

This is also going to help your site in another way. If you include several optimized images and videos, you can expect visitors from image search and video search results.

Make the Website User-Friendly
Who is your target audience of your website?

This is a question that you should always ask when you are designing your website. That’s because the target audience should be your focus while creating the website. Remember, the more user-friendly your website is, the better it is going to perform in terms of on-page SEO.

So, how can you improve the user experience for your website?

The best way is to ensure a better user experience is to focus on the navigation of your website. In addition to making the website attractive, you should also ensure that when a visitor lands on your website, he should be able to move from one page to another with ease. The visitor should also find a way out from any page of your website to the other pages. This will stop him from leaving the website after going through a page. Moreover, the internal linking will also take the visitor from one blog post to another, thus preventing him from leaving the site.

The keywords and meta tags of your blog post play an extremely important role in enhancing the on-page SEO of your website. The meta tags include the meta keywords as well as the meta description. You need to write a meta description, which summarizes your blog post. However, it should not excess 160 characters, including the spaces. These meta descriptions should be written in clear and comprehensible English, which should help to increase the number of clicks on the blog post. However, meta keywords are not preferred in every search engine. While quite a few of the search engine impose importance on these meta keywords, Google does not. This video expresses it.



The heading structure of the website should also follow a proper pattern, which is recognized by the search engines. The title of the page should be properly formatted with headings or H1 titles, sub-headings or H2 titles, and so on.

The heading structure of the website should also follow a proper pattern, which is recognized by the search engines. The title of the page should be properly formatted with headings or H1 titles, sub-headings or H2 titles, and so on.
Must Link Different Parts of the Site in the Blog.

If you are looking to perform the on-page SEO of your website, then it’s a must for you to concentrate on linking. When you are doing off-page SEO, you can link the content shared on your website’s blog on various other platforms. For example, you can share the links on social media platforms, in content shared on other blogs, and so on. This will increase the back links to your website. This, no doubt, is extremely important for your website’s SEO. But you should also be performing internal linking, which is an integral part of on-site SEO.

So, what is internal linking?

While performing on-page SEO, you’ll have to link the content with other write-ups already shared on your blog. While you are creating new content for your blog, you should check whether any part of the new write-up is similar to the ones, which have been already shared on the blog of your website. This will provide you with multiple benefits. Internal linking helps:
*to keep the visitor on the website for a longer time and reduce bounce rate.

to ease the navigation of your website.

to distribute page authority throughout the website.

to improve the indexing of the page by the search engine.*

So, the process of internal linking will help to make the readers go from one page of the site to another. This is going to reduce the bounce rate of the site significantly, which, in turn, will help the site to rank high on the search engine result pages.


Doing the SEO for your website is a must. However, it’s not as easy as it sounds. A lot of websites these days are not properly optimized for the search engines. And when it comes to on-page SEO, many of the websites do it quite wrong. But, at times, you don’t even need off-page SEO if you can perform its on-page counterparts in a proper way. Because it can help you get maximum traffic. And all you need to do for it is embrace these steps, which can help your website rank high in the results for the keyword searches.