I have become a huge Apprentice fan. Thursday evenings you’ll find me glued to the television, excited, focused and wondering who will be fired next. I’m willing to bet that many of my readers share that obsession.

Whenever I talk about Getting Past the Palace Guard, the secretaries, receptionists, assistants, voice mail, anyone and/or anything that blocks access, I’ve taken to pointing to Donald Trump. The question I ask: “If Donald Trump were to call your prospect and that prospect’s secretary were to say to him, ‘What is this in reference to?’ what do you think Donald Trump would say?”

This question always occasions much conversation. The general consensus of opinion, however, is that Donald Trump would probably say, “This is Donald Trump. Is she there?”

Another example: If Barbra Streisand calls Steven Spielberg at DreamWorks and Steven’s secretary says to her, “What is this in reference to?” here is what Barbara will not say: “I’m a singer and an actress and a producer and maybe you’ve seen some of my movies?” She would probably say, “This is Barbra Streisand. Is he there?”

I know that many of you will now say to me, “But Wendy, I’m not famous.” It doesn’t matter. I’m willing to bet that Donald Trump and Barbra Streisand would have said exactly the same thing 30 years ago before they were famous. I’m willing to bet that 30 years ago they had almost the same self-confidence, assurance and sense of entitlement that they have now. It was that self-confidence, assurance and sense of entitlement that helped them get to where they are now.

Let’s switch gears for a moment and talk about your prospects. What type of people are they? They are bosses. What does it mean to be a boss? How does a boss behave? First of all, bosses are decision-makers. That’s what we call them and that’s what they do. They are used to making decisions. They also have at least some authority to be able to implement their decisions. They give direction and expect the direction to be followed. More than likely, at least in their business persona, they have self-confidence and assurance. These are all traits that bosses or leaders share and these traits influence how a boss or a leader behaves.
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There’s a clear way around press release failure and it’s called the pitch. A lot like it sounds a pitch is a fast throw at busy editors about a possible story. If they want to find out more, then you send the press release.

That leads me to a huge pet peeve: Sending out press releases via e-mail to a list of editors. From my experience it’s never – ever – worked. I no longer try it and suggest you don’t either. It’s a waste of your time and all of the editors. Instead:

1. Focus on a handful of your “dream publications.” For me, I’d like to get into Fortune Small Business, Entrepreneur magazine and the Wall Street Journal. When picking your publications, think of your target audience. What do they read and why do they read it?

2. Pick the section you’d like to appear in. You never know, but chances are you won’t appear on the cover of the publication in your first attempt at placement, instead, focus on sidebars, resource listings and short news sections. Almost all print pubs have them. Look at it as the waiting room for bigger and better stories on the unique products and/or services you offer.

3. Find out who the editor is. Once you have your section, find out who’s in charge of it. You’ll need the person’s name, e-mail address and the most important element of successfully getting placed in the publication . . .

4. Learn what the editor needs. The number one thing you’ll need to know about the editors you’re targeting is the kind of information they want to publish in their sections. There are two ways to do that: You could ask, but then that could open up a can of worms if the editor doesn’t want to get calls – and most don’t. Or, you could compare a few back issues of the publication to find out what they’ve published in the past.
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In Napoleon Hill’s classic Think and Grow Rich, he tells a true story of a man named R. U. Darby and his uncle who were hit by the “gold fever” during the gold rush.

After having their first car of ore shipped to a smelter, they discovered they had hit one of the richest bodies of gold in Colorado. Excitedly, they continued digging, but the ore vein disappeared.

They kept digging in the hopes of finding the vein again, but when they didn’t get the results they were hoping for, they packed it in and sold off their machinery.

The man who bought the machinery realized random digging was not the best way to find the vein. He called in a mining engineer and had him make some calculations.

What contributed to the failure of Darby and his uncle was their lack of knowledge about “fault lines” and their neglect to consider alternatives. With his expert knowledge, the engineer was able to predict that the vein of gold could be found three feet from where the Darby’s quit digging, and that’s exactly where it was.

Millions of dollars worth of gold were pulled from the mine by the man who decided to not accept easy defeat, and to bring in someone else who had specialized knowledge he didn’t.

The lesson here is that success is often just beyond what seems to be your greatest obstacle. Welcome failure and use it as a measuring stick. When you’re defeated, look for the lesson. What do you need to change in your approach, your mindset, your environment?
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In “On Networking Groups – Part One”, I spoke briefly about the four types of networking groups. Now, let’s take a look at a category of networking groups.

One category that most people are familiar with is the Chamber Of Commerce. Chambers serve a long standing role in the business community. It is a role of development and support. A Chamber Of Commerce can offer business both small and large with networking opportunities, training programs, legislative assistance and a host of other benefits. A Chamber Of Commerce can be a local, statewide, national, or international organization with separate memberships for each. If you belong to an area Chamber of Commerce, you do not belong to a state or national Chamber. Each plays their own role in the business community.

Some Chambers of Commerce take more of a role in the community to influence policy while others might focus more on business development. Most of them however have a wealth of information for the member that goes unused by most.

For example, let’s say you have a business and you have a question about a city ordinance that relates to your business. Most often a Chamber of Commerce can provide you with the answer to your question. Each of them has a database of members that can often be accessed through some point. Usually computers are made available to members with databases that can be searched for information on other members.

When looking for networking opportunities within a Chamber Of Commerce, most people think only of leads groups or the common after hours. The reality is that any function hosted by a chamber of commerce holds opportunities for networking with other business owners and business leaders.

Chambers of Commerce generally have a yearly membership of several hundred dollars for an individual or company. There are various levels of membership that can be had. Most Chambers offer an executive level membership that includes exclusive meetings between a more elite level of business people. When looking for this type of prospect, you can often gain access to them by joining at this level. The problem you might have is actually paying for this level or attending the functions as they are provided.

I and many other experts on networking recommend anyone who networks to be a member of several groups. This should include a Chamber of Commerce. Keep this in mind when considering a Chamber of Commerce. If you are involved in your community in other business networking organizations like the Rotary Club, a local Merchant’s association, or smaller networking group, you might want to consider joining a Chamber of Commerce in another part of town. This will make you a part of that community as well and open the doors to increased prospects and opportunities.
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