In this high-authority episode, Dr. Richard Kaye, Member of Top Talent Agency, shares how he helps entrepreneurs accelerate their growth through publicity.

You will discover:

– How to stand out in a crowded market
– Why it’s not what you know, but it’s who knows you
– The right time to start a publicity campaign

Episode Transcript

Scott Ritzheimer

Hello, hello and welcome. Welcome once again to the secrets of the high demand coach podcast and I am here with yet another high demand coach and entrepreneur, the one the only Dr. Richard Kaye. He reminded me it is k like the letter of the alphabet. So Dr. Richard Kaye. I’m so excited to have you here a little bit about Dr. Richard is that he’s best known for working with entrepreneurs to help them to accelerate the growth of their businesses. He’s the creator of the renowned the secrets of empowering negotiation program has also presented workshops, programs and seminars in Australia, France, Japan, Russia, and right here in the good old US of A, he shared the stages with the likes of Lisa Nichols, Mark Victor Hansen, Jack have just totally forgotten his name. I had my notes, muted decade field, and and Les Brown, and was awarded a Lifetime Achievement Award by the top talent agency. And he’s here today to share with us some really profound insights into an area we’ve not talked a whole lot about on the show and this idea of publicity and PR and how we use that to accelerate the growth of our businesses. So Dr. Richard, I’m so excited to have you here. Welcome to the show.

Dr. Richard Kaye

Thanks. Thanks, Scott privilege to show up for you.

Scott Ritzheimer

Fantastic. Now before we dive in, and I’ve just got I’ve got a whole list of questions ready to fire your way. But before we get to any of that, I’d love to just add some color to this. Tell us a little bit about your story. How did it lead you to landing in the role that you’re serving in right now?

Dr. Richard Kaye

So when I retired from being an electronics engineer, and ultimately graduated from chiropractic college, I drove from New York to San Diego to start a practice. Scott, there were 300 chiropractors in town. Your smile says, How do you start? How do you grow any business? We’re all in crowded fields. I figured out publicity very early on in their career. I got myself invited to a morning the morning television talk show in San Diego, if any of you were in San Diego a couple of decades ago was called Sun up San Diego. Then I got myself invited back every month that that’s for about a year. That raises your visibility. And then I got an article in the San Diego Tribune notch up visibility. Then I got an article in the Los Angeles Times notch up Yeah, even more. And start here is the tipping point, ladies and gentlemen. You’ve all heard the expression. Scott, you’ve heard the expression. It’s not what you know, is who you know, you’ve heard that? Yes. Yeah. I want to add one more level. It’s who knows you. And what happened was I got a phone call from a producer of the ABC News in San Diego. The essence of her question to me was, who are you? We’re seeing your name. We’re hearing your name. What now I’ve got a 630 news segment about shortly after that same kind of phone call, this time from PBS. Who are you? See, that’s what you want people to say I know your name. When I got a PBS segment about me, Scott, I was no longer just another one of those chiropractors, I was at that time, the most visible chiropractor in town. That’s how you grow any business. Ladies and gentlemen, you stand out from the crowd, instead of just being another one. Well, little transition. I came across an organization some of you may have heard of named CEO space, I became vice president of that one day I was meditating. And while there’s a transition here, I was meditating, and was told, shut your practice and work with entrepreneurs. I said, really? Well, that’s how CEO space showed up in my life. The founder died, that organization kind of blew to the wind had dissipated. And now I work with an organization named top talent agency. What we do is we secure the publicity that you are seeking. And if you’re not seeking it, we’ll talk about why you want to be seeking it. So there you have, as Paul Harvey used to say, the rest of the story, at least the background.

Scott Ritzheimer

I love it. I love it. So let’s let’s talk about this a little bit.

Dr. Richard Kaye

Excuse me it wasn’t Paul Harvey was long before that it was Walter Cronkite.

Scott Ritzheimer

There it is. Okay yes! You say yes. Let’s talk about that a little bit. And because one of the things that I’ve seen some folks do is, is kind of wait for publicity until they feel like they’ve earned it in some way shape or form and then get frustrated when it just doesn’t come automatically. So there’s a couple of things that are wrong with that. Walk us through, when is the right time to start upping your publicity game? And and maybe what are some of the simple steps that folks can take to do that? I love that question.

Dr. Richard Kaye

And I say that because the answer is right now. When if you wait until you deserve it, or you have some Something incredible and and and and that you’re postponing your growth. Right now is the best time actually to do anything, Scott. There’s a whole conversation about time being flexible and all that stuff and not even existing. Ladies and gentlemen, if you want to grow your business, you’re in business that’s worthy of news that’s worthy of publicity. And you may have these self limiting beliefs, and then we’re going to make a distinction between PR and publicity. By the way, you may have the self limiting beliefs that Why does anyone want to know about me? Well, then go get a job. And, you know, go to the nothing wrong with it. But go to the post office, you know, lovely young man came over yesterday to repair a washing machine. He’s got a job. Is that noteworthy? Well, it may be. The thing is, people must know who you are. Otherwise, you’re going to complain, probably that my business isn’t growing? Well, how can you grow if no one knows about you? Yeah. So I want to make a quick distinction between PR, press release, and public relations and what publicity is publicity from the PR for the 50,000 foot view? Is you or you hire someone to send out faxes, emails, made phone calls, and then you pray to God? Someone says, hey, I want to cover this story. Does it work? Yeah, beautifully. Publicity, at least as the way we do at a top talent agency. We guarantee articles, we guarantee stage time, we guarantee television. So what would it do for you in your business? If you had an interview sitting in the NASDAQ studio in New York and times were just born to do for your business? Yeah, it raises your profile. And ladies and gentlemen, that’s the only thing that publicity does. I just facilitated a masterclass on profitable, powerful publicity yesterday, and a woman wrote in the chat, I’d rather have the publicity come to me organically. How’s that gonna happen? If nobody knows who you are? The obnoxious Part of me wanted to say, How’s that working for you? Right?

Scott Ritzheimer

Right?

Dr. Richard Kaye

You got to be proactive.

Scott Ritzheimer

It’s fascinating, because, you know, founders and CEOs, you know, the type of leaders listening to this are very proactive people in nature. But one of the things that happens is even very proactive, people will get stuck, right? They’ll have a mental block around something of a mindset thing around something. And one of the most common places that happened is the Kevin Costner if you build it, they will come right, if you are noteworthy people will work notes, or whatever that looks like. And, and so you’ve talked a little bit about why that doesn’t work. And you’ve talked about the flip side of it. Now, one of the things I want to dial into is another aspect of that is just shyness, right? We have this idea of entrepreneurs as being gregarious, outgoing people, but some of them are just more introverted. Some of them, you know, don’t like talking about themselves. And so, someone like that, how did they how can they think right about publicity.

Dr. Richard Kaye

We’ll we all have a story to tell. If you don’t tell your story, I revert to what I said in different words that no one knows about you. This shyness can actually be turned into leverage, good television or radio host. And Scott, I include you in that even from just a few moments who’ve spoken about can pull stuff out of someone. The fact that the gregarious ones, the ones who are all mean, who’s probably one of the most popular is Richard Branson, he’s out there. He’s a fun guy. People go to Necker Island, just to take pictures in hangout with the brilliance. I know people who’ve been there. Some of them are very shy when you begin to emerge from your shell. So one way to begin, the first step toward that is a book. Now, let’s, let’s put a book in perspective. I’m gonna give you an overview, Scott, there are three basic kinds of publishers, the big boys, the randoms, the Putnams. If they were to take you on, ladies and gentlemen, they own you. They own the copyright on the book for five years and you get maybe 2530 cents a copy and they ask you an important question. What’s your marketing budget? Oh, then there’s you and me Scott as an individual. We can go write our book, put it put it on Amazon KDP. Nobody reads it, because nobody knows about it. So and by the way, would you may want to make a guess how many new books are released every single day?

Scott Ritzheimer

I’ve actually I’ve had a I’ve had someone tell me and I’ve actually gotten several different numbers on it. But it’s all that I can tell you is that every time I hit the number, I’m staggered by it. So don’t tell us.

Dr. Richard Kaye

Seven and a half thousand books every single day. How do you stand out in that crowd? There are 33 million books on Amazon. I’ll give you a story of a woman who is now my wife, she writes fairy tales, fantasies, so kids fall in love with themselves. And when someone is in love with themselves, they don’t go out and shoot up schools and shit like that. She spent over $200,000 trying to get her message her books out to the world. Couple of different publishers. Yeah, I know. She’s got less than a few than 100 books sold. She discovered our company. And then we met and got married. We don’t do that with a lot of clients. She is now the first three books in her series are all number one best selling books. She has won 12 awards, including writer of the year, author of The Year from the Los Angeles Tribune. She has been featured in USA Today, because of the contacts and connections and who knows us at top talent agency. We accomplish that with every single author that goes out there not best author of the year. But all we get people articles in USA Today the Washington DC chronicle Florida chronicle New York Magazine’s Sydney, Australia, magazines, London, magazines. What does that do for your credibility? Now, Scott, you don’t have to be that public to go out and do that. So the precedent question was, I’m shy, and I want to go out there, we’ll get your book out there. And yes, you will wind up getting interviews, and you will wind up coming out of your shell, and not, you know, be crazy in the limelight. But you want to share your message.

Scott Ritzheimer

Yeah. So one of the things I’d love to do is fast forward a little bit. Because we, at the end of the day, we also want to turn this into acceleration for our business. So walk us through what are some strategies once you’ve been in the room at NASDAQ, once you’ve had the article in USA Today? How do you take that and leverage that into business?

Dr. Richard Kaye

You answered the question. You’ve leveraged the hell out of it when you want. And I’m going to use this as an example. Ladies and gentlemen, Scott and I had a conversation before the show began, I met Scott on a place seeking guests to be on this program. And among other things I sent to Scott, why do people want to listen to me? Now, ladies and gentlemen, this is not about you. Don’t take this personally, no one cares what you do. We all care about only one thing. What’s that? What’s in it for me? Most people couldn’t care less about the intervening process. I’ll give you an example. You get on an airplane, you don’t care whether the engines or Rolls Royce Briggs and Stratton it, you don’t care, you want to know that plane is gonna get you to its destination. So the metaphor here is, I told Scott, what you as the viewers, the listeners to this program, we’re going to get out of any. So wow, this is good stuff. So I have created what is called a one sheet. And by the way, I’m going to give you a link to this as an example as a template. So that ladies and gentlemen, you can just use it. It’s the metaphor, top 10 reasons why people listen to Dr. Richard Kay. David Letterman popularized the top 10 list many, many years ago. So I created an eight and a half by 11, one sheet and so limited that I can turn this into a video. You want to be compelling. So you leverage what you’ve got. And people say, Oh, I choose you. That’s what it’s all about. Well, back to my story. As a chiropractor, was I the best in town? Well, I’d like to think I was the perception was that I was because I’m all over the news all over the press. That’s what you want people to see. That’s how you leverage this, Scott by letting people know, when you pitch a television program or radio program or podcast, the webinar is hey, here’s my credentials. That’s how you leverage this stuff.

Scott Ritzheimer

Yeah. Yeah, it’s fantastic. Fantastic. Now, as a question, I like to ask all my guests and it’s this. What is the biggest secret that you wish wasn’t a secret at all? What’s that one thing that you wish everybody watching or listening today knew?

Dr. Richard Kaye

That’s funny, because that’s what I just mentioned, recognizing that it’s not about you. We can all talk we’re all entrepreneurs, ladies and gentlemen, you can talk for four hours without taking your breath about what it is Should you do when you listen to someone like that psych ops should remember that when you’re doing the speaking, tell people what they’re going to get out of working with you. What when I talk to people about the work we do in publishing, I don’t tell them how we go stride, how we prove how we edit how we lay it out, you don’t hear you want to know, my gonna have a best selling book, am I gonna be able to get on stages? So when you speak through, you speak to the audience, or the listener. And by the way, this is in private, also even a private conversation. Tell them what they’re gonna get out of it. That’s, that’s the secret is most people will talk about themselves.

Scott Ritzheimer

Yeah, it’s so good. And it’s so interesting how easy it is to slip back into it. Because we’ve given so much work to that process, you know, you, you you’ve you’ve done it other ways, and it hasn’t worked. And we want so badly for them to know why all those things matter. But it’s just like, the volume of content that we’re shoving on people when you’re right. They it’s not narcissism, it’s just reality. Right? We just want to know, is this going to move me toward Michael? Yes or no?

Dr. Richard Kaye

Scott, you’re absolutely right. That’s all we want to know. So what’s next for you? Where were you going in your adventure and working with entrepreneurs?

Scott Ritzheimer

Well, you beat me to it, because that’s my next question. So that’s exactly where we want to go. And, and I’d love to hear from you. What, what does that next stage look like for you? So as you’re looking at this, you’re not as a strategist for someone else, but a strategist for yourself? What’s the next stage of growth look like for you as a leader?

Dr. Richard Kaye

Getting more publicity. Why? Because the more people know about not me, but the work that I can deliver for them. More My business is gonna grow. We serve people from all over the world. And the more people who discover, and I just use me as a metaphor, but the company in general, this is why we do workshops, programs, master classes, so people can say, Hey, maybe I can use his services, are we for everybody. Now, none of us is for everybody. Know your niche. So we have refined our niche or niche is the entrepreneur who was seeking to grow their business. And by the way, ladies and gentlemen, if you’re an entrepreneur, you better be seeking to grow your business unless you’re pure energy neutral, and you don’t care. And you’re doing it, you know, as a passion, because that’s what you love to do. Most of us would like to generate more revenue and serve more people. So again, the short answer is, let more people know about what I do evidence being on your program that contributes.

Scott Ritzheimer

That’s fantastic. Yeah, that’s fantastic. Now, there’s some folks listening and you’d nailed ’em from the very beginning, right? You said, When do you need to start, for example, with the edges now, right right now. And so they’ve been sitting here and they’re just like, everything, you say, we’ve got to do this, we’ve got to do this. They want to, they want their business to grow. And they finally realized the piece that’s been missing, which has been this publicity piece that you’ve been talking about. So how can folks find more out about the work that you do? How can we get that one sheet and what was the next step?

Dr. Richard Kaye

The next step, so be proactive? Ladies and gentlemen, if you’re watching this, and you turn it off, and you go back to your email, it’s like, okay, he’s just spent a wonderful half hours. So it went in here, you’ve got to take the action steps. The link to that one sheet is richardkaye.com/toptenreasons lowercase, no punctuation if you don’t got it, why are you an engineer? Why are you an entrepreneur? richardkaye.com/toptenreasons. would love to be able to learn how I may serve you. URL for that is talkaboutpublicity.com. talkaboutpublicity.com all one word, take your right to my calendar. And let’s see how we can help you secure the publicity that you may not even notice available to.

Scott Ritzheimer

That’s fantastic. Well, Richard, thank you so much for being on the show. It’s just an honor and privilege to have you here as gold in this conversation. And I’m so excited to get the opportunity to share it and for those of you watching you’re listening, you know that your time and attention means the world to us. I hope you got as much out of this conversation as I know I did. And I cannot wait to see you next time. Take care.

Contact Dr. Richard Kaye

Dr. Richard Kaye is best known for working with entrepreneurs to help them accelerate the growth of their businesses. He is the creator of the renowned The Secrets of Empowering Negotiation program. Richard has presented workshops, programs, and seminars in Australia, France, Japan, Russia, and the United States. He has shared stages with Lisa Nichols, Mark Victor Hansen, T. Harv Eker, and Les Brown. The Top Talent Agency awarded Richard the Lifetime Achievement Award. He has served as a Non-Governmental Organization member of the United Nations and boards of directors of for-profit companies.

Want to learn more about Dr. Richard Kaye’s work at Top Talent Agency? Check out his website at talkaboutpublicity.com and grab a copy of his same one-page publicity sheet at https://richardkaye.com/toptenreasons/

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