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The Secret of PR - Self Publicity
How TO get free press
Can I Tell You A Story?
I was sitting on a bench in LA outside of my girlfriend's cafe that she used to manage gearing up to take a road trip to Philly, where we intended to move.  At the time, I was working (still am) as a freelance publicist with two clients, one was this interior design agency that represented manufacturers and interior designers, and the other were these two awesome dudes from Sony that created this interactive book.  Anyway, point is, that's how I was living.  Free as a bird to work from wherever, but not enough status to do as I pleased and not many clients to rest my head on.  It was always up and down, up and down.  

I was still not the famous publicist / writer that I wanted to be.  All I wanted was for EVERYONE to know my name.  Sounds narcissistic and idiotic, but the truth can't lie and I can't lie... That's REALLY what I wanted.  I was in Hollywood and all I wanted was to have what everyone else seemed to have.  I tried creating content that would skyrocket me to social media fame, I tried producing events that would make me known, I tried promoting my writing on Facebook, which DID work, but still I felt this incredible emptiness.  I had a girlfriend, a job, freedom to travel and STILL I was complaining.  Boo fucking hoo, right?  But how can you deny how you feel?

I felt uninspired, unimportant, confused whether I was doing the wrong thing with my life.  I was, all in all, depressed with moments of motivation only to revert back to this feeling of hopeless recognition. NOTHING SEEMED TO WORK!

I felt hopeless.

So what did I do?  I put on Tony Robbins and from that day forth, my ENTIRE life changed.  Not necessarily because of Tony Robbins, although I do love that fuckin guy, but it was because of the action I took RIGHT after I finished his audiobook. 

I devised a plan to do something wild.  Something that scared me.  Something that would get me to a place where NO ONE else had been.  I demanded to be the coolest person in the universe.  I demanded that I forever change my life and decided to do something crazy. In the end, it got me exactly where I needed to be in my career, where I needed to be personally and spiritually and  finally I achieved the status I always longed to have.

I finally didn't need hope, because I felt loved, important, interesting and inspired to keep going.

Today I am going to share with you exactly what I did that re-shaped my life:

- Physically
- Spiritually
- Emotionally
- Mentally
- And Financially

It's a pretty simple process that I used.  None of this has anything to do with luck. Creating a life worth living has a very formulaic script to it, and I've written it down for you to consume.

By going through the process I went through to get me where I am today, I promise you will feel motivated, inspired, physically energized, mentally clear... and finally, you'll have the press you want, the following you hoped to achieve and I PROMISE you will be closer to your financial goals.  I can't say you'll achieve them cause I'm not sure what exactly you've set your financial goals to be.

None of this is luck of the Irish... after all, I'm not Irish, I'm a Jewtalian... in fact, I even bought the domain, though I'm not sure what to do with it... Point is you don't need luck.  Anyone with heart can do this. It's not necessarily easy, but absolutely achievable and PROVEN to work and at the very LEAST, I can guarantee you that you'll no longer feel confused as to HOW to lead an interesting, fulfilling and more vibrant life. 

The question is, do you have that same burning desire that I had to get it done?  Because THAT... is all you need.
hi, i'm greg.
Yes, I drew all these cartoons
everyone needs fame in their industry
Once you're there, you can shine the spotlight on whatever you want. So if you wanna amplify your social media, then that's what you do. It's always good to have a focal point. So don't try to make your business #1 on google AND become a social media influencer AND drive 10X more web traffic... I mean, all of that will happen organically... but it's your FOCAL POINT that will reap the most benefit.  

You'll want to figure out exactly what result will work best for you and focus on that. If it's Instagram or Snapchat or YouTube or Facebook or Twitter or any other social platform, then that's what you focus on. If it's TV appearances and magazine features, then you focus on that! If it's SEO... well, you get the point.

It's THE ONLY promotional tool you'll ever need for yourself or your business. 
Anyway, it's a ton of fun when you get what you want.
Download the recipe below for free and let me know what you think.
My Rated-R Bio
How I Got Into This Racket

Well, it started when I realized that after being 'politely removed' from high school at the age of 14, spending the next 5 years in 2 rehabs, 1 wilderness program, running away from a bootcamp in North Georgia after 23 months, and spending 2 years of homelessness and beatnik hitchhiking, that the ONLY way for me to earn an income was performing on the street and keeping people entertained with all my many stories of childhood chaos. Turned out I was pretty good at it. 

That led to show business. 

I started promoting concerts, curating festivals, acting in plays, and producing theatre. That led to Alan. Alan had just retired from the William Morris Agency after more than twenty years, serving as COO, and decided to start a music management company. He and his partner offered me a job as their exclusive booking agent. I told them I had never done that before, they said they had faith I could learn, I said okay, they told me to come up with a name, I said a name? –and boom… Black Apple International, LLC was filed on April 17th of 2006. 

I took the subway to Brooklyn to have my first meeting with my first client. I walked in the door, they said hi, I said hello, they took out a map, I stared at the map, they pointed to all the countries they’d like to tour, my confidence grew shaky, they continued reciting absurd demands, my heart dripped another droplet of fear, they asked if I was sure I could do it… OF COOOUUURSSEEEEEEE I can do it, said I. I woke up the next morning at 5AM and googled “how to put a band on tour”. Three weeks later I had a $100K international tour booked and ready to go. Booyahh! 

I took it up a notch, bookings, shows, ideas, proposals, phone calls, sales pitches, I hired four employees and brought my roster up to forty bands. Things were going great but something was missing, I wasn’t happy. A wanderer by nature stuck in the weird world of Hollywood infidelity, I wasn’t sure what my next move was, but I knew continuing on that route didn’t sit right in the pit of my soul. Alongside showbiz I had dabbled in just about every business known to mankind, from slanging items on eBay to tending bar to flipping cars to door-to-door sales to marketing time shares to tea houses and coffee shops to making pizzas to delivering Indian food all the way over the rainbow to the mysterious underworld of the black market (of course that was years ago). 

Then one day my brother Keith, among the most fashionable in Manhattan, came home from his art college, SVA, with an idea for an advertising campaign for a medicinal marijuana dispensary (way to keep incognito Keith—Hi Mom). The campaign was only one of the many projects his demanding art professors assigned as homework, and like always, he poured his heart and soul into every stroke of the Adobe Illustrator pen. Finally, after having tried to outclass the five boroughs with his immaculate attire and casual perspective on life for so many years, he arrived at the ONLY brand that could persuade any hippie to burn their bandana and put on a suit… 

He arrived at Tweed. 

The medical marijuana dispensary was Tweed. The uniforms were Tweed. The grinders were Tweed. The merchandise was Tweed. Lastly, the custom-designed rolling papers were Tweed. 

It did not take long before we realized he had something special. Every person that came over his apartment in Kips Bay Manhattan raved about how amazing the concept was.

NICE! But what do we do with it? We were left with a logo and a whimsical idea.

Fast-forward one year later. I was working on a huge music festival, bigger than any of the festivals I had produced before, when it hit me: 


I began showing the Tweed logo and rolling paper prototype to a friend of mine explaining where the festival logo would be positioned and where all the info would be placed. That’s when everything came to a turn… My friend said to me… 

”you know, i don’t know about a festival, but if you wanna talk to someone about rolling papers, I know ######## #########. She’s a good friend of mine. Maybe I could put you in contact with her? She’s the CEO of ########### Rolling Papers.”  

“Hmm… well, what’s her email?” I courteously replied. 

The day finally arrived when I got in touch with ######## and learned of the substantial profit margins in the business of manufacturing, importing and selling rolling papers. It clicked. It all made sense. I called up my brother immediately and said, 


One month later… Keith and I sunk every dollar to our names into launching a brand of Tweed rolling papers ( It was not long before 35,000 Tweed booklets were on a cargo ship sailing across the Pacific to arrive in Long Beach, California. My original plan was to travel to music festivals all over the country selling them one by one out of my backpack while simultaneously filming a movie about it. 

That didn’t work, so I traveled from local head shop to local head shop selling them out of the trunk of my business partner’s car—that worked! The brand was built, our inventory was gone and I decided to move to Los Angeles to set up shop and continue our distribution. 

Life was crazy and I noticed I was drinking more and more and more and more. Then another epiphany! I was drinking wayyyyyy too much!  Maybe I should stop! So I went to a meeting, asked for help, admitted I was willing to do whatever it took to get my life back on track, found a sponsor, did the work and have not had a drink since.

Enter Black Apple part Deux. 

After producing a movie (The Black Moses), keeping the Tweed wheel spinning, getting a few more tattoos and promoting a brunch party in Hollywood, I was hired at a PR firm in Beverly Hills as a publicist. Did I say hired? I meant I was brought on board as an INTERN. A twenty-eight year-old INTERN!!! It was humbling, but I knew there was an education in that firm that could not be garnered in any school or on my own, so I stuck it out, learned the business and finally, re-branded Black Apple as a public relations company. 

And voila! Here I am years later and life has never been better. Los Angeles is (was) my home. Black Apple is my bed. Helping others are my PJs. 

But all the while I was thinkin, man… I should REALLY write a book... Which I did, and that intense desire to promote my book is how I came up with a proven method to create viral content... AND NOW I'M GONNA SHOW IT TO YOU!

People that dig my chili...
    "I worked closely with Greg Cayea several years ago in connection with a New York based comedy festival and sketch comedy group that he was managing at the time. He was always well organized, attentive to the needs of his clients and creative about both pursuing new opportunities and negotiating deals. I am happy to recommend him for a position in the entertainment and media businesses."
Alan Kannof, Former COO, William Morris Agency, Inc.
"My company had a brief foray into the artist management business. There were times when, if Greg hadn’t been there at our side every minute guiding us through those treacherous waters, we would surely have gotten lost at sea. Greg has a great attitude, a wealth of knowledge and is dedicated to his work."

Jonathan Flom, Former Senior Executive , HBO
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