Review: Red Hot Internet Publicity

By Joy A. Kennelly

As a professional marketing person myself, I always enjoy hearing others in my field speak to gain perspective on how much I know and don’t know among my peers. Also, what new tools I should apply to my current online marketing efforts.

I also enjoy learning from a variety of experts because I find you will learn something you can apply to whatever it is you’re working on regardless of the specific industry.

CEO, Author Marketing Experts, Penny C. Sansevieri‘s recent IWOSC seminar on websites and blogging for authors is a perfect example of this. I feel very confident in my blogging skills, but one of my goals in life is to publish a best seller and have it turned into a film which is why her track record of nine NY Times bestsellers was intriguing to me.

Plus, for the cost of the seminar, even if I didn’t learn anything new it was worth attending because I’ve known the IWOSC leaders for years and enjoy networking with other writers.

Turns out, hearing Penny speak was priceless. Everything I expected and more.

Now for those who missed her recent seminar, you too can gain her wisdom and knowledge simply for the cost of her book, Red Hot Internet Publicity, available at bookstores everywhere, or simply by clicking the link above.

The previous sales pitch is not one of her techniques. I’m just making fun at all the other “sign up now and listen to my webinar for free” hard sell marketers you find in the online world.

In stark contrast, Penny’s advice is relational, practical, easily applied tools with step-by-step instructions in certain instances, with numerous references she provides by other online marketing experts in the field she employs and/or knows personally.

I read a lot of books and this is the first one where I’ve turned down the corner of so many pages and underlined so many concepts to remember later. What I found especially helpful are all the links she provides liberally throughout the book.

Here’s one tip from the book to help you increase your search engine ranking and gauge your competitors as an example:

“Getting links to your site is one of the best things you can do for your search engine ranking, and the best place to get them is to find out who’s linking to your competition and then go after them as well.  If you’re imagining countless hours spent sifting through Web sites and linkbacks, here’s a neat little trick that will save you a lot of time. Go to your favorite search engine and type in – replacing the word competitor with the URL of the competitor you’re targeting. The search will pop back all the sites that link to them, it’s that easy!”

She offers many more Web site resources which is why I like owning the book vs. getting it from the library since I will definitely be using this as reference for any other websites I create. Just note, many links change with time and may not always work.

What I also really liked about Penny’s book is it starts at the very beginning of creating and marketing a website and walks you through every step involved. For example, creating goals of what you’re trying to accomplish with your website, researching your competition, branding your site, hiring a web designer AND a programmer to work together because one has skills the other doesn’t and vice versa, and much more.

Having personally worked with numerous clients over the years ranging from authors to artists to celebrities to large and small businesses, these steps are so crucial, yet often neglected.

What is in it for the person coming to your site and what are you trying to accomplish? How will you entice them to return? Is it easy to navigate? Is your site searchable by search engines?

And on and on.

Penny even explains the influence of color and its meaning and how people’s eyes scan websites to help you design your site better. When she spoke she used her old website as an example and then compared it to her current revised one she had built based on all the research she had done.

VAST improvement.

I know there are definitely things I’m going to work on in my current blogs and future web sites as a result of what she taught and had re-inforced by reading her book, Red Hot Internet Publicity.

Another tip I appreciated hearing and reading again was how important it is to “capture” reader’s emails to allow you to continue communicating with them even after they leave your site.

As many of you may know, a newsletter is an excellent tool to that end, but I also learned some additional suggestions which I hadn’t thought of before. However, you’re going to have to buy the book to learn them yourself.

I was especially interested in reading how she handles her media room for her clients since I’d heard another PR expert speak on this concept using Target’s media room as his example and wanted to compare since I’ve always encouraged clients to build one into their web sites.

Penny’s news room is much more comprehensive and easy to understand than my former UCLA teacher’s example of Target. It also validated my personal conviction that more than the media read what you offer in a media room to learn about the latest on your company or product.

Click the book link to review her media room for her client, The Go Giver, to see what we’re talking about.

Coming from the world of PR, I know this area is extremely important for journalists since many times when they’re writing a story they don’t have the time to wait on you to supply something they need.

If you don’t provide it in a timely fashion, they move on with a replacement and you lose the story coverage. Having this elaborate a media room is an excellent resource and almost guarantees your information will be used by the media.

(I wish I had her book when I was repping clients because the whole concept was a little beyond their comprehension and Red Hot Internet Publicity has such solid examples it would have made it easier for them buy into the concept. Target’s pressroom as an example just wasn’t within their reach.)

All of Penny’s online marketing tips apply to much more than just making a book a best seller which is why I believe this book, Red Hot Internet Publicity, is invaluable to anyone selling a product, service or themselves professionally on the Internet.

Granted, there are parts that only apply to authors, but in general I found it very global in it’s overall coverage of online marketing concepts and strategies. It’s also a quick and enjoyable read.

As a result, for those just entering the online marketing space, or those wanting to improve, or compare their current online marketing strategy and online presence, I would recommend reading this book. I’ve only touched on a few highlights and it’s packed with much more great information than I have time to go into here.

I’m planning to hear Penny Sansevieri speak again at another IWOSC seminar on January 25, 2010 when she will join a panel of author’s who are successfully incorporating social media and online marketing into their book’s PR & marketing campaigns.

I’ll let you know what I learn then too if you’re interested. Or feel free to join me since the public is welcome. Just tell ’em Joy sent you.

In the meantime, happy reading and learning.

  2 comments for “Review: Red Hot Internet Publicity

  1. January 19, 2010 at 10:31 am

    Joy, as you know, IWOSC endeavors to bring the best programs to our members and the public, and we are fortunate to have the wonderful Penny Sansevieri back this year.
    Thanks so much for mentioning IWOSC in your review of Penny’s seminar and her book. Great seeing you again, too, and finding out about this blog on blogging — it’s something many of us need, along with Penny’s book.
    Flo Selfman
    PR Consultant
    President, IWOSC

  2. January 19, 2010 at 3:21 pm

    Hi Flo, Thanks for commenting. Make sure to share this site with your fellow IWOSC members because they’re always open to business bloggers I believe.

    Thanks for all you do to support writers through IWOSC. I hope this blog helps bring you some new members and also helps people learn a few blogging best practices.

    Penny is phenomenal and if you pick up her book you will definitely learn what you need to know to be an expert online marketer. It was great seeing you last Saturday at this seminar. I’m excited to attend the next one!

    See you soon.


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