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Expertizing®: Position Yourself
as a Name Brand

In today’s world, positioning is everything.

A handful of experts dominate, out-consult, and out-sell everyone else.

Want to become known as the name-brand expert in your field, quoted by the national media on a daily basis? It’s easy—and anyone can learn how. In the past few months, Fern Reiss has been quoted in the New York Times, The Wall Street Journal, The Washington Post, The International Herald Tribune, Associated Press, United Press International, PBS, Voice of America, Glamour Magazine, Family Circle, Health, First for Women, Women's World, Redbook, Self, Newsday, Newsweek, and over 100 other publications (even the National Enquirer!). In this intensive workshop she’ll share the secrets that will propel you to expert status.

Learn how to:

  • Find out which media are interested in your topic
  • Be quoted by the national media on a daily basis
  • Get on the talk show circuit
  • Write a killer press release
  • Develop media relationships that result in continued coverage
  • Stage media events to get coverage in the news and lifestyle sections
  • Develop strategies to turn one-paragraph placement into full-page placement
  • Develop and publish a book to enhance your positioning
  • Syndicate a newspaper column
  • Be in demand as a national speaker
  • Brand your company—and yourself
  • Look like an expert
  • Map out your personal Expertizing plan

The Expertizing workshop also covers:

  • Expertizing yourself quickly
  • Expertizing an expert nobody: How to Expertize from scratch
  • Twenty 5-minute shortcuts to becoming a nationally-known executive
  • Expertizing for the doctor, lawyer, consultant, academic and entrepreneur
  • Expertizing your CEO: How staffers can position the company's CEO as an expert
  • Expertizing for the working mom: The unique opportunities to Expertize through work/life columns
  • Expertizing if you're downsized
  • Expertizing in an overcrowded arena

Fern Reiss is the author of Expertizing: Position Yourself as a Name Brand, The Publishing Game: Bestseller in 30 Days, The Publishing Game: Find an Agent in 30 Days, and The Publishing Game: Publish a Book in 30 Days. She speaks to corporate and professional gatherings and runs all-day workshops on Expertizing and publishing across the country.

The workshop fee of $2500 also includes:

  • The Expertizing Toolkit (a $695 value):
    • An audio CD overview of how and why Expertizing can work to position you as a name brand, and an action plan of what to do next.
    • A audio CD, Creating Soundbites, our proprietary guide to being quoted by the national media on a daily basis.
    • The 200+ page binder, Expertizing: Position Yourself as a Name Brand
    • The 12-month Expertizing Planner, with step-by-step guidance.
  • Breakfast, luncheon, and high tea at the Ritz Carlton

All 2006 workshops are full. The next available workshop is scheduled for:

  • Boston — Sunday, September 30, 2007, Ritz Carlton Hotel

Each Expertizing workshop is limited to six people to provide individualized coaching.

For more information on Expertizing, see the new Expertizing website,

The Expertizing® Forum

If you’ve always wanted to get national media attention for your business or organization—from The New York Times, Forbes Magazine, Inc. Magazine, Harvard Business Review, Time Magazine, CNN, People Magazine, USA Today and more—now’s your opportunity.  In the Expertizing® Publicity Forum, not only do top editors and journalists share their tips on pitching to their publications, but they'll entertain your e-mail pitch—and let you know exactly how to improve it to make it saleable to major publications. Appropriate for individuals, entrepreneurial startups, small or large businesses, and organizations. Participants have been publicized in:

  • The New York Times
  • Inc. Magazine
  • Time Magazine
  • Forbes Magazine
  • Bon Appetit
  • Parenting
  • USA Today

In addition, several participants found literary agents through the Forum and sold books to major publishers.

Each week, we'll introduce a top journalist, whom you'll then get the chance to pitch (via e-mail). Then you'll receive the journalist's feedback on your pitch—and on all of the other pitches submitted that week. If the journalist is interested in your pitch, you might end up in an article in that publication. Either way, the feedback will vastly improve the quality of your future pitches.

Here's what you'll receive as part of the Expertizing® Publicity Forum:

  • Background information on the journalist and publication
  • Valuable pitching tips and techniques to improve your approach to journalists
  • Live pitching (via e-mail) to a different journalist each week (interspersed with the occasional literary agent)
  • Direct feedback from the journalist on your specific pitch
  • The ability to read the entire forum's pitches—and the journalists' responses.  (You'll have the ability to include contact information, so that the other forum members can be in touch with you, or to keep your contact details private, as you prefer.)

There are conferences that offer this sort of pitching forum—for just one day—and they cost over $6000.  We're able to offer this unique opportunity to pitch major journalists every week for 5 months for just $2400.

To find out more, see our Expertizing® Forum information page.

The Expertizing Overview CD

The Expertizing Overview CD is a keynote address Fern gives at conferences and corporate gatherings, available to you as an audio CD. Listen to Fern's popular Expertizing overview on how to achieve fame for your expertise and position yourself as a name brand to the media and the public. $95  Order Now

“Fern Reiss is a P.R. legend.”

— Dan Janal, P.R. Leads

“Fern Reiss does for expertizing what Home Depot did for home improvement. Thanks, Fern, for demystifying the expertizing process.”

— Paige Arnof-Fenn, CEO, Mavens & Moguls

“What’s the point of being an expert if no one knows you? Spend a little time with Fern Reiss and the rest of the world will want to spend a lot of time with you. One tip from Fern + one hour a week = national publicity! Thanks, Fern!”

— Diane Danielson, author of
Table Talk: The Savvy Girl's Alternative to Networking

“You’d think being a pediatrician would make me the perfect expert for an article about boys and reading. But even my twenty-five years of experience working with kids didn’t compare to Fern Reiss’s 25 well-chosen words that landed the interview! But the good news is that the Expertizing workshop is a powerful antidote for worn-out words. I am landing many interviews with Fern Reiss’s sound advice! Fantastic!”

— Cathryn Tobin, MD, author of The Parent’s Problem Solver

“I have been using your Expertizing to answer journalists and boy, does it work! I've gotten lots of press for Thanks, Fern!”

— Jen Singer,

“I just wanted to tell you how much I enjoyed your presentation [on Expertizing] last week. It was really inspiring to hear you.” Thanks again for your terrific presentation!

— Kira Jacobs, EPA (Environmental Protection Agency)

“Thank you for your presentation to the SPC group [on Expertizing] last night. I took copious notes and came away with many 'ah hah' points. I enjoyed your relaxed style and ebullient expression. My book(s) are in the works and I feel better equipped to move forward.”

— John Konselman, Consultant/Trainer, Unleashed Potentials

“Thanks to Fern's incredible Expertizing tips, I got into Joyce Rosenberg's nationally syndicated AP business column on my first try.”

— Robin K. Blum,

“Fern Reiss gave the keynote address to publishers at the 2003 Small Press Book Fair on March 30 on the subject of "Expertizing™: Positioning Yourself as a Name Brand." Fern's comprehensive presentation was packed full of useful tips on how to become a recognized expert. This program was so popular, the audience was practically hanging from the rafters to find space to listen, and even when the seminar concluded, the audience was reluctant to leave. For the remainder of the Fair, people kept coming up to me to tell me how much they had enjoyed Fern's program.”

— Karin Taylor, Executive Director, Small Press Center,
New York City, NY

If you have questions about the Expertizing workshop, or if you'd like to find out how to bring the workshop into your corporate setting or conference, please email Alyza Harris at


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