Sen Zé Puts Some
Awesome Spins On An Amazing
Event And Creates Breathtaking History!

And how true it is. For all great things start in one place - that space between our ears.

That's how we managed to land man on the moon brought him back. That's how we managed to land a spacecraft on Mars. And that's how a manned mission to Mars and back will become a reality in the future.

When the mind is intensely focused on doing something, it almost always succeeds.

Check out the following conversation I had with Shaun Tan, a Mentalist. A Mentalist is somebody who reads minds and does other mind-boggling stuff for your entertainment pleasure.

See how the mere act of thinking big made all the difference between being so-so or good, and being GREAT.

And learn a thing or two about marketing your own business at little or no cost and just a little mind power!

THE HISTORIC FIRST MEETING

Shaun:
"Hi Sen Zé! How're things with you?"

Sen Zé:
"I'm not too bad, Shaun. How about you?"

Shaun:
"Great! I'm actually in the middle of planning something big!"

Sen Zé:
"Oh? What is it?"

Shaun:
"Well, just between you and me - I'll be driving a car blindfolded on this stretch of road in a private housing estate in about 2 months."

Sen Zé:
"Uh? Why?"

Shaun:
"I'm a Mentalist, Sen Zé. And Mentalists have things like this up in their heads all the time, as a promotional activity for their careers. And I've just received an appeal letter from the National Council For The Blind for donations. So I thought, why not kill 2 birds with one stone? I'll be able to raise funds for the Blind, and promote myself as I intended to do anyway, at the same time. It's going to be fun, and it's going to be big."

Sen Zé:
"Yes, it sounds like fun. But hmmm...did you say 'big'?"

Shaun:
"Yes, Sen Zé. Don't you think so?"

Sen Zé:
"Well, maybe..."

Shaun:
"What? You don't think so?"

Sen Zé:
"Well, you can make it bigger!"

Shaun:
"You mean that's not big enough? I dare say that I'm one of the very few people in this world who can do that sort of thing."

Sen Zé:
"That's not what I mean, Shaun. I mean we can make your event much bigger than it's going to be, and in the process get more and better publicity for both you and the National Council for the Blind. Want to hear me out?"

Shaun:
"Sure."

Sen Zé:
"Okay, for a start, there are a few areas you can improve on. First off...how's your blindfold like?"

Shaun:
"It's that little thing you wear around your eyes when you want to shut the light out so that you can try to sleep, Sen Zé."

Sen Zé:
"Okay...but can you wear a hood on top of that, making a double blindfold?"

Shaun:
"Two blindfolds? I guess I can, it makes no difference. But why?"

Sen Zé:
"It just looks better and more dangerous - don't you think?"

Shaun:
"Well, come to think of it - yes...although I think it'll be hot with a hood over my head. But I supposed it'll only be for a few minutes...so I guess I'm okay with that."

Sen Zé:
"Good! Next up - your vehicle. You're driving a car in that neighbourhood?"

Shaun:
"Er...yes."

Sen Zé:
"Can you drive a truck instead, Shaun?"

Shaun:
"A truck? No, I don't have a licence to drive one of those monsters!"

Sen Zé:
"But you know what I'm getting at, don't you? Let's see...how about something bigger than a car, maybe not as big as a truck - let's say a jeep or a 4-wheel drive? It's certainly bigger than a car - how about that?"

Shaun:
"Yes, I can drive a 4-wheeler...I see...you're making this thing as big as it can go, huh?"

Sen Zé:
"You're catching on fast, Shaun. Now what's up next? Oh...the route."

Shaun:
"It's in this neighbourhood..."

Sen Zé:
"Can you drive the 4-wheeler, with a double blindfold, not in the neighbourhood, but right in the middle of the city?"

Shaun:
"In Kuala Lumpur, in the midst of the heavy traffic there? Are you crazy?"

Sen Zé:
"Well, maybe...and that's the point! Wouldn't that be something for everybody to talk about? Especially when there are tons of vehicles plying Kuala Lumpur every single day?"

Shaun:
"I'm right. You ARE crazy! Oh-oh..now I'll need the police to give their permission."

Sen Zé:
"Yes, and hey, wouldn't that be even better? Because while you' re at it, why don't you involve them directly in your event somehow?"

Shaun:
"How?"

Sen Zé:
"Let's see...how about getting those Traffic Policemen to act as your outriders? Because in one stroke we will accomplish 2 things - you get additional mileage through the involvement of the police, and they can make sure that you don't hurt anybody by ensuring that the traffic don't get too near to you! At the same time, the sight of you, blindfolded, driving a 4-wheeler with the police surrounding you, would surely make a great event to watch!"

Shaun:
"Wow. I don't know how you can turn something great into something of this magnitude, Sen Zé! Thank you!"

Sen Zé:
"Wait, I'm not finished yet!"

Shaun:
"You're not?"

Sen Zé:
"Let's spice it up a little bit more. How about getting a celebrity involved - by getting him or her to be your passenger while you're driving the 4-wheeler double-blindfolded?"

Shaun:
"Why? Who?"

Sen Zé:
"Okay, the why - firstly, you get another shot of news when the celebrity is interviewed for his or her experience for sitting next to you! And secondly, even if you don't pull the crowd for your event, the celebrity's participation in something this "crazy" will ensure that at least some party will sit up and take notice!"

Shaun:
"Sen Zé- you're quite something."

Sen Zé:
"Now the who - do you know of any celebrity who might be interested to help you out?"

Shaun:
"Hmmm...maybe."

Sen Zé:
"Actually, it doesn't matter. With your reputation, you'll be able to find a celebrity in no time because your event also gives great mileage to him or her. It's mutually beneficial to the both of you!"

Shaun:
"Hey, you're right. Wow, there's quite some work for me to do."

Sen Zé:
"I'm not finished yet, Shaun. Let's tell a production house with a current news magazine program on TV about your feat and get one of their cameramen to sit in the back seat with you!"

Shaun:
"So that they can get an inside view of the entire event! Great!"

Sen Zé:
"Yes, and much more than that - the viewers at home can also see that the celebrity is not guiding you with the drive by giving you verbal instructions. It adds to your credibility."

Shaun:
"Yes, that's a good idea."

Sen Zé:
"And best of all, the event will be broadcasted on TV at a later date - giving you even more publicity long after the event is over!"

Shaun:
"Oh wow, Sen Zé. This is turning out better than I thought. And there will be absolutely no problems getting the TV production house I select to get involved because they need content - dramatic content - and it's not going to cost them anything!"

Sen Zé:
"You're absolutely right, Shaun. It's win-win all the way. If more than one production house were to get wind of this event of yours, they'll be fighting among themselves to cover it for you."

Shaun:
"Okay, I know you're not finished yet, Sen Zé."

Sen Zé:
"You bet I'm not. Let's take a look at your route in Kuala Lumpur. You need a spot to start your journey and a destination to head towards. Know of any landmarks in Kuala Lumpur that can lend some meanings to your drive, Shaun?"

Shaun:
"Well, let's see. Driving blindfolded on the busiest streets in Kuala Lumpur is a mark of human achievement. Let's check out some landmark signifying human achievement....okay, the Kuala Lumpur City Center Twin Towers, the tallest twin Towers in the world - now that's an example of human achievement. Maybe we'll start with that. Now let's take a 5km radius from the KLCC, which is neither too short a distance nor too long - and what do we have? Hmmm...Got it! The tallest flagpole in Asia - located at the Merdeka Square - next to the historic Sultan Abdul Samad buildings where Malaysia's independence is celebrated every year!"

Sen Zé:
"And the route is right in the heart of town! Exactly what we're looking for! Good job, Shaun!"

Shaun:
"Yes, except starting at the KLCC and ending at the flagpole is not as exciting as the reverse. Let's start at the flagpole and end at the KLCC Twin Towers! From the tallest single flagpole in Asia to the tallest twin buildings in the world! Yes, that's about right."

Sen Zé:
"You're doing fine, Shaun. Now when you end, you'll need to hold a Press Conference because you'll be inviting the media reporters to attend your event, so that they can interview you, right?"

Shaun:
"Right. And I'll need to spend some money booking a place for the conference. Now where shall I hold the Press Conference?"

Sen Zé:
"Why not hold it right at the KLCC itself, Shaun? There's a huge shopping mall within called "Suria" (which means the Sun), and I' ll bet there are empty spaces that you can use for about an hour or so! And the best thing is this - Suria will very likely sponsor that space and audio equipment you need for you because they'll also get a lot of mileage out of it, especially when it is for charitable purposes! In addition - check out the other symbolic meaning between the two. From the dark (the blindfolds) to the bright (Suria)!"

Shaun:
"Hey, that's right! And no money required for the Press Conference either! I'm liking this better and better!"

Sen Zé:
"Okay, here's an idea for a double climax to your event, Shaun. End your drive at the main entrance to KLCC, and saviour the applause. Then walk from the entrance with your double blindfolds on all the way to the place where the Press Conference is to be held. Once you've reached it, take your blindfolds off, and saviour another round of applause! Then conduct your Press Conference. Can you do that?"

Shaun:
"But of course..."

Sen Zé:
"Okay, now let's choose a date for the event."

Shaun:
"Hmmm...this is a dangerous event - so let's do it where the traffic flow is not at its highest as an additional safety precaution. Although I may have police outriders, they will have their hands full trying their best to ensure that I don't get involved in accidents. If I do knock into somebody, my whole career may be in jeopardy. So....Sunday morning would be the best time, although in Kuala Lumpur, the traffic never stops flowing, but I don't want to wait till everybody is on the streets before I start...so it'll be happening at 9am Sunday on January 24th 1999!"

Sen Zé:
"That gives you about 2 months to get the police's permission, practise your drive, get the celebrity, organise your Press Conference, etc."

Shaun:
"That's just about enough time."

Sen Zé:
"Okay, Shaun. Let's maximize your event some more."

Shaun:
"Huh? After all that, you have some more?"

Sen Zé:
"Well...let's create as much publicity as possible for the longest time possible."

Shaun:
"Please tell!"

Sen Zé:
"We can send out a Press Release 2 weeks before the event, telling them of your intention to drive blindfolded 2 weeks later and why you're doing it. You should get interviewed by the Press, TV and Radio because their audience will want to hear you talk about it for sure. You can bet that the media will build up the excitement for your event without you having to do anything more! We would have asked a TV Production house to cover your event - so that takes care of the 'After The Event' publicity. Now to get even more publicity, let's create a message for your drive so that you can talk about it both before and after the event."

Shaun:
"What sort of message? I'm raising funds for the Blind - it's a perfect fit for them."

Sen Zé:
"Right. But I'm thinking of an additional motivational message for another angle...okay - Malaysia is currently in a recession now, right? Why not say something like the drive being a symbolic drive to get Malaysians to work towards getting out of the recession, or something like that."

Shaun:
"Hmmm...okay, let see...how about this: The Blindfolds, not letting any light in, signifies the recession (being "dark"), the route with its twists and turns signifies the challenges Malaysians need to face to get out of the recession...the actual journey represents the efforts being expended under the tough circumstances, and the destination signifies triumph because if we're committed and motivated enough to ride through these bad times, we would surely emerge in one piece, stronger and better than ever."

Sen Zé:
"Yes! Now that's the story we want, in addition to raising funds for the Blind! It gives you a lot more to talk about when you're being interviewed or written about - the Media will love you for it!"

Shaun:
"Oh wow. We've gone quite far from where we started, didn't we?"

Sen Zé:
"Just one more thing, if you don't mind."

Shaun:
"Of course not. What's that?"

Sen Zé:
"How do you plan to raise funds for the Blind?"

Shaun:
"By getting the media to print the address and phone numbers of the National Council for the Blind and asking for all donations to be sent to them, when the event is published."

Sen Zé:
"And that's the obvious way. You want me to add an explosive twist to that?"

Shaun:
"Are you kidding? Shoot!"

Sen Zé:
"Why don't you hold a seminar, say 2 weeks after the event? The Drive can promote the seminar as the main way you're going to raise funds for the Blind. Of course, the usual way is still maintained as it is. Have the proceeds of the seminar go towards the National Council for the Blind. At the seminar, your audience will get to know you better, and you can tell your story in full. I know you're also a motivator, so you can motivate them at your seminar, and promote the Training side of your business as well! Your seminar can talk about human achievement and determination. So now you're a Mentalist, and you're expanding with some force into the motivation field as well, which is a highly lucrative one! And I can think of so many other spin-offs from this Drive that my head is really spinning right now!"

Shaun:
"Thanks, Sen Zé! That sounds perfect! I don't know what else to say!"

Sen Zé:
"One final thing - we need a label for your Event."

Shaun:
"How about..."The Blindfold Drive"?"

Sen Zé:
"You've read my mind! Short and simple. Perfect!"

Shaun:
""That's it!"

Sen Zé:
"Not quite…we've just turned something good into something truly newsworthy, one that no media could resist covering! It's time now to write a strong Press Release and send it to targeted media people, and follow up from there."

Shaun:
"You bet I will! Can you help me out with the Press Release, please?"

Sen Zé:
"Are you kidding me? This is history in the making, Shaun - and I'm glad to be a part of it all the way!"

THE SPECTACULAR END RESULT

Publicity:

1. Two weeks before The Blindfold Drive - 1st Press Release sent out followed by a phone call



• Coverage by a few major nationwide newspapers about 10 days before the event.








• Interviews by a TV and Radio station 1 week before the event.



• Value: Hundreds of thousands of dollars in Publicity, all free, and the event had yet to occur!
2. Four days before The Blindfold Drive - 2nd Press Release sent out followed by a phone call about 36 hours before the event:



• TV Station Producers and Press Editors re-checked the assignment schedule of their reporters to ensure they had somebody covering it.
3. On the day of The Blindfold Drive:



• Live interviews for TV Stations.










• Live crowd of supporters.








• Advertising Posters stuck to doors of the vehicle.








• Coverage by reporters of every major newspapers and TV Stations in the country.



• Footage of the Blindfold Drive aired on the afternoon and evening news that day, and repeated on one other TV station the following day with a longer version of the story.



• Value: Millions of dollars' worth of Publicity due to front-page coverage of many newspapers and prime-time exposure on TV. All free!
4. After The Blindfold Drive:



• Press and Media Conference immediately after the two blindfolds were removed.








• Full coverage of The Blindfold Drive in all major newspapers the following day.








• Interviews by TV and Radio Stations a few days after the event.



• Airing of a one-minute clip of the event by CNN, which was seen worldwide!



• Value: Millions of dollars' worth of publicity. All free!
  
  
• Seminar held 2 weeks later introduced Shaun to his audience, live!



• Shaun can walk into any TV or Radio station or newspaper offices to talk about his upcoming event now and in the future, years later even, if there is going to be another, and get *GUARANTEED* coverage!



• Value in building Shaun's Reputation as a Mentalist and Motivator: Priceless!

Here's an action photograph sequence of The Blindfold Drive:

First blindfold on. Asia's tallest flagpole is seen in the background.

A thick black hood goes over Shaun's head.

Shaun gets into the 4-wheel drive with model and actress, Angeline Tan.

The journey begins, with Police Outriders and supporters following behind.

Shaun's triumphant arrival at the base of the tallest twin towers in the world!

PHEW! It was quite something, wasn't it?

Participation:

1. Celebrity:

Angeline Tan (not related to Shaun Tan), the young, lovable and beautiful actress of a top-viewed local sitcom, was the celebrity passenger. "She's much better looking than the mayor", said Shaun, who didn't have too much difficulty in choosing a woman over a man.
2. Supporters:

More than a dozen cars followed the vehicle from behind, forming a long convoy of vehicles and creating a spectacle in the process.
3. Police Force:

Over 40 Traffic policemen were involved. 12 were given the tasks as outriders. The rest were stationed at the numerous traffic junctions along the route to hold up the traffic as the convoy went past.
4. Mitsubishi:

They provided the 4-wheel drive Pajero vehicle for Shaun to drive in.
5. Insurance Company:

Shaun was insured (fully sponsored) against any accident claims that may result from the event.
6. Crowd:

A huge crowd gathered at the starting and ending points of the journey. More people gathered at the sides of the route to watch it happen.
7. Suria KLCC:

They provided the space for the Press Conference.
8. Media:

They were all over the place, busy filming the event, conducting interviews before and after. "I felt like as if my whole life has changed since then!" said Shaun.

THE LESSON

Always think "Big".

See how the so-so can be made into the spectacular, even at the conceptual stage, with just a little brain power.

Now imagine if you don't do that. There will be no such thing as The Blindfold Drive.

Sure, some mentalist will be driving in a street in his neighbourhood with a blindfold over his eyes.

Ho-hum. Yawn.

;-)

THE YIN AND THE YANG

In case you don't know it already, Shaun Tan is my alter ego. The above is a conversation I had with myself (no, I'm not schizophrenic. You were thinking of Russell Crowe).

Shaun is the guy who dumbfounds you with the amazing mind skills, and I'm the guy who dumbfounds him with my one-of-a-kind marketing skills.

Either one of us on our own could not have created The Blindfold Drive the way it was.

FREE PUBLICITY

Free positive publicity resulting from a well-planned event and the properly drafted Press Release faxed over to the respective Producers/Editors has no equal in terms of the impact on your business. You can get millions of dollars' worth of publicity in return for a negligible investment in the form of paper, faxing costs and phone calls.

To be sure, most Press/Media events will not have quite the same spectacular impact as The Blindfold Drive. This event has everything going for it, and is one of the rare ones where everything can be linked together naturally and seamlessly.

However, once you know one 14-letter magic word - which is "newsworthiness" - you're able to increase your chances tremendously in securing the publicity that you're looking for. And you can do so without having to spend an arm and a leg in the process.

You may also not be able to make the front page of national newspapers or prime-time national TV. However you may be able to make the front page of your local newspapers, Radio Stations or cable TV. Which can be good enough for your purpose, in any case!

So, in a nutshell, this sort of publicity requires you to have the following:

1. You need something newsworthy; AND



2. You need to be able to write the Proper Press Release; AND



3. You need to have a database of media contacts for you to send your Press Release to.

All 3 are equally important. Spend all the time you need to ensure that you have all 3, and you'll be well on your way to wild Business success - as well as becoming a celebrity in the process!

If you run an Internet Business, that newsworthiness must tie in with your web site somehow - and your main objective is to get targeted traffic to it. I did another event earlier linking my web site to the event being shown live on TV - and got an immediate 3,000% jump in traffic in one day!

THE BASICS

The principles of getting free publicity are the same no matter what sort of business you run - so please learn up this aspect of promotion very well.

Click here for a quick tutorial on how you can create your own Press Release.

Nothing, not top search engine placements, e-zine advertising, and whatever other types of promotion activities you can think of, can beat free publicity obtained through the media. The CREDIBILITY you will gain from being featured in itself is priceless - you can indeed use newspaper clippings, photographs and audio and videotapes of your appearances again and again in your future promotions at no additional cost!

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