Winding Up for the Pitch

Is your mouth watering at the mere thought of the sublime fragrance of succulent, sun-warmed peaches interwoven with brown sugar and a hint of fresh vanilla bean and freshly ground cinnamon? Ahhh .... yes? Are you concerned with whether the restaurant owner paid $1.84 or $2.03 per pound for those peaches? Yeah, didn't think so ...

Whenever I hear the phrase "I need to pick your brain" I think "BLOG POST!" Usually the brain picker has a very specific question related to their business or cause, but strip away the specifics and the principles are useable for darn near any communication ... whether you're looking for a job, pitching a product, or just writing a sternly worded letter to your homeowner's association.

A little background: one of my dear friends is launching her own business. Very exciting stuff. I can't share more due to national security restrictions (kidding, she's just still in prep mode), but it's a solid concept that she'll take out into the world very, very soon. So, said adorable friend comes to me with this query:

"How do we prep for the big pitch on a super-tight budget?" 

This can be tricky. When you're low on capital it's tempting to go cheap on marketing. But if your print or digital marketing comes off as "budget," your audience starts getting antsy. They start wondering if you've really thought this whole thing through, are you fly-by-night, do you go single-ply instead of double which is both cruel and wasteful, are you stirring up more questions than you are solutions ... not exactly a confidence building exercise for you or the audience.

Take the time to build thoughtful, compelling marketing messages and package them professionally -- whether in a letter, with a website, or with a gorgeous printed piece -- and you'll find your audience takes you far more seriously and is far more likely to do what you want ... whether that's buy something, agree to something, or give you a raise!

Here's my advice how to Land the Deal on a Shoestring Budget:

Adopt this mindset: you're not selling ... you're telling a story. In order to really connect with your audience, you must package your story in a way that lets them see themselves with a better life. I stumbled upon this video from a TED conference that sums up this concept so well that I want you to hop off my blog and go watch it ... but then you have to come right back. Watch at least to around the 5 minute mark (where he talks about how Apple creates their story by turning the message on its head,) but I encourage you to watch the whole thing (my favorite quote: "Martin Luther King did not give the 'I have a plan' speech. No, it was the 'I have a DREAM speech.')

Take care of the basics. Grab testimonials from your current customers and incorporate the best ones into your marketing materials. Start collecting statistics on everything: your sales, your customer satisfaction rate, your customer retention and loyalty ... whatever you are doing, you can collect stats on it. Why are testimonials and stats so important? Because people are more willing to try something if someone else has vetted it first and is happy with the results.

Get very solid on what makes you better than your competition. What are you doing differently -- and way better -- than your competitors? The question of "why should I go with you over them?" will come up, whether you're giving a presentation or someone's just reading your letter. Have a compelling answer.

Remember you have two audiences: the gatekeeper and the end user. So, let's say you're trying to convince the owner of a restaurant (gatekeeper/person who has buying power) to buy your brand of fresh peaches for their world-renowned peach cobbler. Yes, you need to address the owner about how your exquisite, farm-fresh peaches in plenty of time daily to prepare for the lunch crowd, and for three cents less than your competitor. Guess what? The folks tying on their napkins at lunch (end user) could care less that your peaches cost the restaurant less. Nope, they want some hot-from-the-oven peach cobbler that makes them feel a little shaky it's so good. You must appeal to both audiences to land the deal.

Flip your message on its head. Don't get so caught up in your awesomeness that you fail to tell your target audience how your product makes their life better. Talk about their needs first, then about how you fill that need.

Budget for an excellent marketing professional to help you craft your story. This is not a sales pitch. Hire me, hire another qualified professional, just hire someone to help you pull together your brand story professionally. I believe more businesses go up in smoke because they put more money into their systems or supplies and failed to invest in excellent marketing. Guess what? It doesn't matter how amazing your product is if no one knows about it. True story. Companies that see the value and invest in marketing are more successful. Hook up with a great marketer ... it's worth every penny.

There ya go. My brain dump for August 2014. Totally just saved you the cost of a Starbucks, but potentially created a craving for peach cobbler. I shall not apologize.

XO ---

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When No One's Watching

Have you seen this Duracell commercial about Derrick Coleman, a fullback with the Seattle Seahawks? He's the first legally deaf player to be part of an NFL offense. Watch the commercial (this may be one of the finest advertisements I've ever seen -- well worth the watch) and you'll discover ultimately it's about perseverance. One of the best lines: "They told me it was over. But I've been deaf since I was three. So I didn't listen."

But the part that tugs my heartstrings is when he says "I was picked on, and picked last."

Doesn't that just make you want to go back in time and give a very stern talking-to to every child (and adult) who allowed their impatience, ignorance and fear to eclipse kindness, inclusion and love? (A category which, though I can't remember any specific incidents, I'm sure I squarely belong.) Since that sort of time-travel isn't possible (to my knowledge -- please advise if you've discovered otherwise), we will have to make do by teaching our children to look for people who stand out for not quite fitting in and make their day a little better.

This is a particularly tall order when you're in middle school, which I think we can all agree is the most ruthless time in one's academic career (if not life), when you're all braces and acne and social awkwardness and mood swings and hormones and whatnot. (On second thought, if you do know if time travel is possible, keep it to yourself. I'd hate to catch the wrong time-continuum train and wind up in 7th grade again.)

This is why when a teacher recognized my daughter for "going out of her way to be kind to a student who doesn't see a lot of kindness from others" I was happy for her. When I discovered this act was done when she had no idea anyone was watching, I was thrilled she'd already discovered one of the great secrets of life: being kind to others without expectation of recognition is balm for the soul.

Now before you get all "geez Amy Mac is so braggy about her kids," please allow me to assure you I have caught many an unkindness in progress and am certain there are many more that have been conducted under my finely tuned radar. Just yesterday I busted up a swiftly escalating verbal altercation over a missing pair of Uggs (I kid you not), where everything from stewardship of possessions to overall fashion sense was called (loudly) into question in a 10-second span of time. Kind it was not.

Here's the thing: we can teach our children acts that are kind. We can model for them what kindness looks like by being kind ourselves. We can correct them when they are unkind, give suggestions at times they can step in and be kind to another, and catch them when they are being kind and reward them richly with words of encouragement ... but we cannot enforce kindness when we aren't watching. That's all them, and it can't necessarily be taught.  Because in the end, the feeling you get when you have been kind is its own reward, and the feeling you get when you have been unkind is its own just punishment -- and each person has to figure that out for themselves.

Ultimately, the goal is to teach our children empathy for others, and that being observant and acting in situations where they can be kind is a fine habit to cultivate. That they can change someone's day with something as simple as a smile. That they can change someone's life with something as simple as a ride on a day when the bus pulls away without you.

That was the case when A.J. McCarron offered a ride to A.J. Starr, an Alabama football fan and student with cerebral palsy. If you've not watched the video, please do so right this instant, then show it to your kids when they get home from school. Say what you will about McCarron, about Alabama football (and I have said many an unkind thing about Alabama football), and about the ill-advised decision to bring Lane Kiffen back into the SEC Family (Kiffen strains my ability to be kind into very thin shreds) ... but McCarron was kind without expectation of recognition. He could have been done when they reached their destination, but he wasn't. McCarron knew deep down inside that at the end of the day, kindness toward someone who could really use some feels better than throwing the best winning touchdown of your life.

His act of kindness could almost make me pull for Alabama. Well, not quite. But I'll root for him in the NFL draft, and I'll definitely be rooting for Coleman and the Seahawks against the 49ers this weekend. I'll probably even buy some Duracell batteries next time I'm at the store.

Seems like the kind thing to do.


PS -- I think every child and adult should read the book Wonder by R.J. Palacio about a little boy with a facial deformity, and how friendship and kindness -- his and theirs -- make all the difference in his world. It's a shot of empathy we could all use.

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How to Stay Focused in a Presentation

Have you ever had a conversation with someone and walked away thinking "I'm so confused"?

Have you ever had an in-depth conversation with someone and walked away thinking "I totally get it"?

Whether you're giving a work presentation, talking with your doctor, or debating an issue with your spouse, anytime you're having an important conversation, you need two things so you can successfully fall into that "my audience totally gets it" camp:

Key messages and soundbites. What are these and why are they so important?

In my nearly 20 years (awesome, now I sound like I'm 97 years old) of working with clients on branding and public relations strategy, I've observed even the most polished professionals have a tendency to attempt to tell every single thing they know in one sitting. While they walk away feeling smart and like they really got bang for their buck, they've likely failed to do the most important thing:

Send the audience away with key ideas they can easily remember.

Key messages are the point of your meeting, presentation, letter or conversation -- the ideas you must convey to your audience. You are allowed three. More than three and you need to set up an additional appointment. Why? You're subjecting your audience to information overload AND you will lose your focus. So, commit to your three or fewer messages and jot those down.

Next, take the three key messages and distill a few words into soundbites. A soundbite is the essence of your key message, made irresistible to the audience. 

For example, if your key message is this:

As a family, it would be helpful if everyone could pitch in to clean the kitchen after dinner before moving on to other activities.

The soundbite is this:

No one has fun 'til the kitchen is done!

What if you are giving a presentation to a potential client? If your key messages are:

--You need someone who can implement strategy quickly, and we have experience in your industry.
--Our company has developed a system with a 98% success rate.
--Our streamlined system saves money.

The soundbite is this:

You need fast results. We have a plan and proven success. Let's get started. 

Present your key messages and soundbites then zip it (as explained here.) Redirect the conversation back to your messages and repeat your soundbites often -- you'll be surprised how effective this strategy is in business and in life.

Free PR/Branding/Writing/Social Media Advice -- Just Ask!

                     

Friends, I'm planning and plotting and writing the second edition of the Amy Mac PR Newsletter. (What's this? You know not of what I speak? Please click here for the last issue!)

Here's your opportunity to get a little publicity, branding, social media and writing advice for free. Send me your question by clicking here. It doesn't have to be limited to the above categories, either. If you have a question about working from home, running a small business, writing your resume, working with a printer, setting up a blog ... whatever, just send it along. You can also leave a question in the comments, if you prefer.

Be sure to give me your contact information (just an email address will do, though a first name and  your industry will allow me to be polite (hi, Mom!) and give you the best possible answer) in case I need to get in touch.

For the next issue, I'll need your questions by Monday, April 22. Make sure you're signed up for the newsletter by clicking here!

How to Convert Media Coverage Into Sales? Carpe Diem, Folks.

Two questions I'm frequently asked: how do I get more publicity, and once I do how do I convert the publicity to sales?

To answer the first question: be nimble.

The answer to the second: be nimble.

There's a tendency with publicity to become so busy creating newsworthy items, we are woefully unprepared for the opportunities that fall into our laps. The result being we are stuck in a conference room debating metrics or in back-to-back sales calls ... while a golden opportunity languishes, then disappears. We may make one sale, but we've let scores more slip away.

So how do we seize the day when it comes to a plum marketing opportunity? Like when a celebrity is photographed using your product, or a client demonstrates your product on a national news program, or you're quoted as an expert in the local paper? Here are 5 tricks to being ready to convert publicity into sales:

1. Look for opportunities. Read the paper, read blogs, watch the news and be a trend observer. You'll be surprised at how many possibilities to link your product with a leading news organization or personality lurk out there if you're just paying attention.

2. Have a template news release and email at the ready. If you're trying to write general company information for a news release or you're uploading client email addresses at the last minute, you're wasting precious time connecting with the story. Set up these essential building blocks now so when the time comes you simply drop in the relevant information and hit send.

3. Drop everything and PUSH. I know. You have a packed day. Meetings. Sales pitches. 175 emails to comb through. Figure out which of those things will be there tomorrow and reschedule. Go in early. Stay late. Do whatever it takes to capitalize on a real publicity opportunity. Trust me, this is your priority for the next 24 hours.

4. Hire help. If you don't know how to craft an eye-catching headline and news release, hire someone who does. Seriously. Anybody. Hire someone in direct competition with me for all I care but please, please don't squander an opportunity to build your loyal customer base because you didn't take the time to do it well.

5. Reuse and recycle. Post the information to your website, blog, your newsletter, all your social media, print it on pretty little postcards, make bumper stickers ... whatever floats your boat, but don't send a news release to the media and call it a day. Take the time to package your publicity success, then maximize your exposure through whatever channels possible.

If you consistently use these five steps of seizing publicity opportunities, the sales will follow. Why?  Because positive media coverage is one of the best third-party endorsements you can get, even if they haven't specifically endorsed your product. Endorsements build credibility, credibility builds trust, trust builds loyalty, and having a loyal customer base singing your praises will increase your sales.
Amy M. Dawson is a PR & brand strategist, business writer, newspaper columnist and humor writer. She’s helped hundreds of professionals — from Fortune 500 CEOs to politicians and entrepreneurs— craft their brands. For more information, contact her at amy@amymacwrites.com.

Photo Source: 9gag.com via Judith on Pinterest

Taming the Social Media Beast: 5 Easy Steps to Social Media Success

(Hey, Google Reader/RSS Subscribers: Don't miss a post ... click here to continue to get Amy Mac blog posts ... because Reader goes away in a few months!)

Whether you are starting a tiny business from your basement or you're a brand manager for a major conglomerate, anyone responsible for getting the word out about a brand has a vague sense they should be using social media much, much better.

Thing is, social media is overwhelming. You could always be posting more, tweeting more, updating your Facebook status more. Then you get to thinking "Is anyone reading this stuff? Is this really making any sort of impact, or would my time be better spent on traditional marketing? Or maybe just having a margarita and catching up on The Good Wife?"

I am sad to say, from a professional marketing and branding perspective, an effective social media strategy is paramount for connecting with your audience, and thus, you'll need to pour out that margarita (it's 9 a.m., for heaven's sake) and get cracking. Good news is, it's easier than you think to devise a winning social media strategy. In fact, I've broken it down into 5 easy steps:

TOSS the elaborate plan. Many social media efforts fail before they get started because there's too much planning. Nail down what you want to accomplish, make sure it benefits your audience, then GO.

FOCUS your efforts where your audience is most engaged. This isn't an all-or-nothing endeavor. Pick one place to focus, whether it's a blog, Facebook, Twitter, LinkedIn, Instagram or whatever and focus your efforts.

STICK to a schedule. Determine how much time you realistically have to spend on social media, put it on your calendar, and stick to it 100% of the time. Period.

CREATE an ideas file. There's that little "I had writer's block" problem solved.

HIRE it out. Maybe social media just isn't your thing. Pay someone to do it for you. Investing in marketing is always a good investment, and a smart social media campaign will build your business.

See? Easy.

(This post is a recap of an article from my newsletter. Read the full article "5 Easy Steps to Consistent Social Media Success" here. Sign up for the quarterly Amy Mac PR newsletter here.)

Photo Source: chicagonow.com via ROAR pro on Pinterest

My Frozen Foods Call Me Names

Is it just me, or is this the worst name for any product -- far let alone a baked good -- ever?

Maybe, just maybe, there are people out there who have never heard the term "muffin top" as defined here. Granted, it would be someone with no access to the internet, other people or their own eyes ... but they could exist.

Problem is, my children love these things. So now we have a stash in the freezer at all times. Which means every time I open the freezer door I get suspicious the frozen foods are calling me names.

I'm going to invent a product called "You Are Tiny and Look 20 Years Old!"

Won't matter what it is, it'll be a best seller.

Who's in?

How to Write a Professional Bio in 6 Steps

You finally received the coveted call: you landed the keynote speaking engagement, won the top industry award, or snagged an upcoming feature in the local newspaper. “Send over your bio and we’ll get started!”

Gulp. What bio?

A succinct, captivating bio (sometimes called executive profile) is a critical piece in the personal marketing toolkit, and yet the vast majority of professional bios are as interesting to read as a technical manual for a dental chair. That is, not at all.

So if a great bio can be the difference between someone attending your seminar, buying your book or reading your article, it’s essential to aim for a bio that piques — and holds — the reader’s interest, encouraging them to want to know you a little better, and ultimately become a loyal member of your audience.

The trick to hitting the sweet spot with a professional bio is being relatable in a compelling way. Over the years, I have crafted six rules for writing winning bios. Apply these to your bio, and you’ll be ready for that can’t-miss opportunity:

Remember your reader. This is your opportunity to tell your story in an engaging way. Don’t bore your readers by regurgitating your resume. Ask yourself: what captures your attention when you’re reading a bio? Is it big-name companies? High-profile awards? Leadership roles? Make a list of what you notice in bios, and see how you can use those items in your bio, too.

Eye-catching successes go first. I’ve had clients bury their most unique experiences at the end of their bio — things like leadership at NASA, experience as a contributor with USA Today, impressive industry awards and intriguing international assignments. Your bio isn’t the place to be shy about your accomplishments! Make it easy for your reader to respect your successes from the beginning.

Keep it brief. Resist the urge to add unnecessary information.  Ask yourself “why should the reader care?” If you don’t have an excellent answer, save it for your resume. Too many bios go unread because they are too long.

Spell out acronyms and delete phrases requiring interpretation. Nothing turns a reader into a scanner (or snoozer) more quickly than a jumble of letters which mean nothing to people outside your industry. Take the time to spell out any acronym on the first reference.  The same goes for some of those favorite “business-speak” phrases: instead of “constructive stimulus strategist” try “change agent” or even just “leader.” Fancy isn’t always better.

Share personal information sparingly. While bios can be a terrific opportunity to add a personal touch to your professional persona, there is a fine line between interesting and uncomfortably quirky. Stick with the facts (“She lives in Atlanta with her husband and two daughters, and enjoys playing tennis and volunteering at her children’s schools”), always avoiding divisive topics like politics unless they directly impact your career field.

Be willing to call in an expert. If, after applying all the tips you’ve learned in this article, your bio doesn’t have the “snap” you know it needs, hire a professional writer. Your bio is the first opportunity you have to make a favorable impression when connecting with your target audience. Invest in making yours a top-notch personal marketing centerpiece.

Preparing a compelling, succinct bio guarantees when someone asks for yours — and they will — you’ll remain focused on the end result (you know … that amazing award acceptance speech, the front-page article, the keynote address) instead of the smaller, but critically important details.  

Amy M. Dawson is a brand strategist, business writer, newspaper columnist and humor writer. She’s helped hundreds of professionals — from Fortune 500 CEOs to politicians and entrepreneurs— craft their personal brand through their bios. Sign up for her quarterly newsletter here and subscribe to her blog here.

News You Can Use

When someone finds out I'm a writer with a background in branding and publicity, lots of times they'll have a related question for me. Sometimes it's about how to get better rankings for their website on Google searches, sometimes it's how to improve their staff's writing skills, and sometimes it's how to give their resume a boost.

These are always smart, professional folks who know getting a little advice can be a cost-effective way of building their business or personal brand. So in 2013, I'm going to start gathering up the most commonly asked questions, formulating my very best tips and pointers, and sending out a quarterly newsletter. It's my tiny way of helping my favorite small business owners and folks building their personal brands with a free resource for their marketing needs.

The newsletter will differ from the Amy Mac blog in that it will focus entirely on publicity, marketing, branding and business writing tips. So, ya know ... no stories about the kids, dogs, the hubby, or me accidentally trying to destroy the earth. But genuinely relevant information nonetheless.

I'd love it if you'd sign up! You'll get four emails in 2013, chock full of information. (This is an entirely different list than the blog subscriber list, so even if you already follow the blog ... please sign up for this, too!)

I expect the first issue to be ready in the next week, so sign up on the email form below soon! (You can also find the link on the sidebar of the blog.)

Subscribe to the Amy Mac Quarterly Newsletter!

Done? There now, wasn't that easy?

Muchos gracias....see you soon!

PS -- Have something you'd like me to address in the newsletter? Leave a comment!

This is the Real Situation, and He Cannot Be Bought

This is Watson "The Real Situation" Dawson, and he will wear whatever he pleases, thank you very much.

So Abercrombie & Fitch, the store that stuns you into an olfactory stupor wherever you are in the mall by requiring their employees mop the floors with a bucket of their undiluted cologne, has requested that The Situation from MTV's Jersey Shore stop wearing their clothing as it misrepresents their brand. Basically, they think he's tacky.

This is exquisite in so many ways. According to A&F's "Brand Senses" department (seriously, I could not make that up) "this association is contrary to the aspirational nature of our brand."

Quite interesting from a company which produces shorts SO SHORT that when my daughters tried them on I had to assume an assault was underway. Seriously, when I have to ask "don't those HURT?," the shorts are too short. They also produce an entire line of clothing called "Perfect Butt." And padded bikini tops for seven-year-olds.

Hey A&F - my kids are right in your target demographic, but I'm wondering ... could you pay them to NOT wear your clothing?

Free Publicity Tip: How to Hitch Your Star to Today's Headlines

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Now, an explanation for why Prince William is on the Amy Mac blog ...

Whether you’re a small business owner, a blogger, a photographer or a corporate professional with a dream of opening a lovely antique boutique, it is imperative to develop a publicity plan to keep your name top-of-mind with your target audience.

And while occasionally posting a snappy promo on your Facebook status is a great supplemental publicity tactic, you must take the time to develop other avenues of getting the word out about your business.

An easy way to do this is what I like to call Bandwagon Publicity. That’s right, go ahead and hitch your star to somebody else’s news wagon. Why? Because this makes an editor’s job really easy – you’ve created a new angle to a story that’s proven itself newsworthy.

Here’s a perfect example: I follow the website Flashlight Worthy Books, which publishes lists of books readers compile and vouch that the book is good enough to keep you up at night. When Prince William and Kate announced their engagement, I knew the media would be saturated with news about their impending nuptials. So I created the list “Enlightening Reads for Today's British Invasion" and submitted it to FLW for publication.

Not only is the list currently on their website (and driving traffic back to my blog), but this list has legs – FLW plans to pitch it to a media outlet where they have a contact, and I can pitch it to a few where I have contacts. 

Everybody wins.

So take a look at what your favorite news outlets (mine are listed under Daily News Reel on the blog panel) are reporting. How can you tie your product or service into today’s headlines? Think about it, and we’ll talk more about creating an effective pitch soon.

'Til Thursday --Amy Mac

The Finisher (A Tip for Getting Things Done)

I am, by nature, a starter. I love concepting, strategizing and assessing big-picture goals. Give me a pen and notebook, and I can sketch out a multi-step plan to take over the world in 45 minutes or less.

Seriously, y’all should probably start hoping I will use my planning skills for good and not evil.

The problems start when it’s time to wrap a project. I snap my fingers and call for my assistant. Alas, no one appears. This is probably because I don’t actually have an assistant, unless you count my dog. He does not respond to snapping but will appear on cue for a dog treat.

So I hem, haw and procrastinate, and projects languish indefinitely, nested in my inbox like a snowdrift in Antarctica. That is -- eternally.

Obviously this calls for drastic measure. I needed a finisher, someone to push through the last couple of steps in a project that was complete all but for the fat lady singing. (Why does the lady have to be fat? I think I want my singing lady to be skinny, but I’d like her to bring me fattening snacks.)

Now, once a week The Finisher comes to my office. She’s amazing. She scans my to-do list, prioritizes the nearly-finished projects, and completes them with astonishing proficiency.

She knows she has only a few hours to knock out these projects, and it keeps her so very focused. Her job isn’t to concept a new branding campaign, her job is to edit the web site copy and send it to the client. She’s here to cross things off the list, not add to it.

Here’s a secret: I’m The Finisher.

I was forced to become The Finisher, and only slightly against my will. Because, you see, as much as I love concocting a new idea, I loathe in equal measure leaving tasks undone. Incompletes nibble at my conscience like squirrels on a carpet of acorns. They distract, leaving me feeling a bit frayed at the seams, and hemming things up is the only cure.

So I set aside one day a week and treat my task-oriented personality to a day of getting things done. I start with a plan, and refuse to be distracted. And while the creative process is one that delights, there is no comparison to the feeling of scratching a big to-do off one’s list.

Tell me, if you’re a starter, what are your tricks for balancing starting a project with completing it? If you’re a natural-born finisher, where do you draw inspiration to get a project started?

Starbucks' New Logo - Yes or No?

Starbucks Coffee unveiled a new logo today - what do you think?

I like the graphics, and understand removing the word coffee - the brand has become much more than just a cup of java - but think removing the Starbucks name is a mistake.

What do you think?