Sell the Sizzle Not the Steak with a Press Release

A press release is a no cost, high impact tool for getting free publicity. It can be used to make or break any company. The key is insure the press release is written as a “news worthy” article for reporters to pick up and publish it. If it smells even a little bit like an advertisement, visualize the reporter pressing the delete key. Focus on the story, while intertwining your company into it.

You do not have to be a company to have a press release published. Career professionals can write, submit and have a press release published about themselves. Just make sure you spin the press release into a “news worthy” story with you as a participant, eye witness etc..

Jeff Crilley’s Free PR Tip-Writing a Killer News Release

EBC is Your All Day Commercial

How many emails do you send or reply to on a daily basis … 5…10…20…30…50…more? Hold that thought . . .

In the advertising business an ad impression refers to how many pairs of eyeballs see a particular ad. So 1 impression equals 1 person (2 eyeballs) seeing the advertisement.

Back to the question of daily emails you send or reply to. If you reply to 3 emails and copy 2 people on each email, your email provides you with nine (9) impressions. Each email went to 3 people, multiplied by 3 separate emails = 9 people (18 eyeballs) who received your email. Now one (1) of those persons, who received your email, forwards it to 5 other people. With 3 emails, this totals 14 opportunities to make impressions for you to advertise your skills, services or products.

I have a friend named Karen Washington.  Every time she sends me an email, Karen’s email signature includes a quote “If we stand tall, it is because we stand on the shoulders of those that have gone before us. -Yoruba Proverb”. If I see, hear or read this quote anywhere, even in the original book it is written, I think of my friend, Karen. Her impression of who she is as a person and what she stands for is etched into my mind.

Your email signature should be embedded into EVERY email sent, as each email is your ongoing commercial. The potential for the impressions your make and eyeballs you reach, brings you exponentially closer to “Who Knows You?“. Out of sight, out of mind.

For more details on maximizing your EBC (electronic business card) commercial, Savvy Intrapreneur has an excellent article “Email; The Electronic Business Card

Outlook 2007 Demo: Share info with Electronic Business Cards by Demo Trainer

Microsoft Outlook Contacts – Tips and Tricks by Roy Bidisha

Relationship Marketing and Tigers

Wikipedia presents Relationship marketing as a form of marketing developed from direct response marketing campaigns conducted in the 1960’s and 1980’s which emphasizes customer retention and continual satisfaction rather than individual transactions and per-case customer resolution.

Relationship marketing differs from other forms of marketing in that it targets an audience with more directly suited information on products or services which suit retained customer’s interests, as opposed to direct or “Intrusion” marketing, which focuses upon acquisition of new clients by targeting majority demographics based upon prospective client lists. Read more . . .

Terry L. Brock talks about relationship marketing by referencing the success achieved by Google’s business model. Terry also mentions an excellent book read “Walking with Tigers” by Frank Furness, for enhancing relationship marketing approaches.

Google and Principles of Relationship Marketing by Terry L. Brock

Walking with Tigers – The Book by Frank Furness

High Impact Low Cost Public Relations Tool

Bar none, a blog is a phenomenal marketing and public relations tool.

Below are some excerpts from a couple of iTechSpeak articles.

Here is a practical application news item about Walmart getting cozy with bloggers “Wal-Mart Enlists Bloggers in P.R. Campaign” By MICHAEL BARBARO

Steve Rubel presents ongoing stories of blogging as a “prime time” public relations and marketing tool, which compliments a web site. Read more . . .

The “Blogs to Riches” article in the February 20, 2006 issue of New York Magazine mentioned AOL purchasing Peter Rojas’ blog Engadget for $25million.

The explanation of the long tail theory in the same Blogs to Riches” article is definitive proof of what the future holds. Read more . . .

Marketing through Blogs by Jeff Crilley

Managing Contacts is a Requirement for Success

As you meet people, managing your contacts is crucial to keeping up with developing relationships. As you watch this video, just replace the word “Fans” with clients and “music business” with your type of business. In the video below, Mike King provides some juicy pearls of information, which any professional can use to increase your “sphere of influence“. Managing our contacts also includes people in our sphere of influence. To highlight this, Daniel Sitter‘s excellent article “The Selling Strength of Influence” highlights this point.

Mike King, a veteran music marketing manager and managing editor of Artists House Music, discusses the importance of contact management — keeping a current list or database of the industry contacts you deal with as well as a fan mailing list — and how to leverage your contact lists to advance your career.
Managing Contact Information and Your Fan Base by Mike King

Bite Your Tongue! 10 Ways to Be a Better Communicator and an Effective Listener

By Joy Fisher-Sykes

  1. Recognize the difference between hearing and listening
    There is a very distinct difference between hearing and listening. Hearing is to merely perceive sound. Listening is the mindful, conscious act and desire to hear, comprehend, and response to others.

  1. Be willing to listen
    Begin with a commitment to listen – be open minded and consider other points of view. Listen regardless of whether you agree or disagree with what’s said. Resist the urge to jump to conclusions; be defensive or be argumentative with the speaker.

  1. Be attentive
    Stop what you’re doing and give the speaker your undivided attention. If it’s not a good time for you, defer the conversation. Ignore the desire to multi-task and selectively listen (only listening to bits and pieces of information). Remain in the moment for the duration of the conversation – don’t tune in and out or pretend to be listening when you’re really thinking about where to go on your next vacation.
    Read more . . .

How to Enhance Your Conversation Skills

Video Book Summary: “The Speed of Trust” by Stephen M. R. Covey

The SPEED of Trust: The One Thing that Changes Everything” by Stephen M. R. Covey

Here is a very objective and insightful review of this book, written by Helen Wang
. . . It turned out, reading The Speed of Trust tested my ability to trust. I was amazed at the author’s commending ability to make “trust,” a seemingly soft skill, something measurable and deliverable. In his 4 Cores of Credibility and the 13 Behaviors of Trust, Jr. Covey effectively lays out the detailed framework and road-maps to develop “trusted” leaders and organizations that improve the bottom lines. He has made strong cases with his innovative terms “trust dividends” and “trust taxes.” The “trust tips” provided in the book to increase trust are practical and useful. Read more . . .

Book Summary: “The Speed Of Trust” by Stephen M. R. Covey