Even My Dogs Smell Like Christmas (but for all the wrong reasons)

I've compiled a list I've found vaguely interesting and very personally informative as I've been preparing for the holiday season. Perhaps you, too, will be intrigued. (Perhaps instead you will be alarmed. I understand completely. If you find you are more disturbed than amused, you should totally find a more relaxing blog with a more sensible writer.)

• We have 8 bins for Halloween decorations, but only 3 for Christmas decorations.
• One of those Halloween bins is labeled "GRAVEYARD" and is an enormous bin on a high shelf so I can't really access it. I'm just saying there may be an actual graveyard in my storage room and I have no way of knowing for sure. Ce la vie.
• One of those Christmas bins is so ridiculously enormous that I usually just grab the items I need and carry those upstairs individually. Did not get that memo to my husband, who hauled the giant bin upstairs and said "whatever is in that bin needs to be separated into two smaller, lighter bins" as he huffed and puffed and grabbed his back. His look of incredulity when I announced there are actual bricks in that bin (cute preschool-painted Christmas bricks) was totally worth the price of admission.
• At least one of our dogs has upgraded from treating the Christmas tree water as vitamin water and gulping it down with wild abandon to actually nibbling on the tree. We assume to freshen his breath. Or maybe for extra protein. We will be keeping the candy canes high up on the tree per the usual this year. Because what the world does not need this holiday season is two naughty Corgis jacked up on sugar.
• Speaking of naughty Corgis, remember that cute frame my niece procured as a cute little hostess gift (actually a "thanks for getting us a place at the beach" gift) back in the summer? She visited again in October and brought the above photographed fabulously-pine-scented soy candle, which if memory serves she procured at the Memphis Farmer's Market. She totally gets MVP in the gift-giving category, because it smells divine.
• I once bumped into Morris Day of Morris Day and the Time at a church. I was reminded of this when thumbing through old preschool Christmas program pictures of the girls. Yep, they went to preschool with Morris's child. And no, I did not go up to him and sing "Ohweeohweeoh!"  while performing the accompanying dance moves, though it was encouraged by one of my dearest friends from college. We were in church, people. It didn't seem appropriate, though it was wildly tempting. (Watch a video of Morris performing Jungle Love here, but serious dancing does not commence until the 3:30 mark.)
• When in need of a tacky Christmas sweater, I would totally rather sew lights onto an old sweater than go to Goodwill to purchase a tacky Christmas sweater. And did so. Evidence below.

XO --


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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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How to Get What You Want Out of Life

For those of you who visit the blog (versus reading the post in a reader or via email), you might have noticed my header says "Sharpen Your Pencils."

That's a little tip of my hat to a long-held belief that incrementally improving whatever it is you do ... writing, fundraising, creating, selling, teaching, mommying ... on a daily basis is one of the easiest ways to stay ahead of the pack. Better yet, it's a great reminder of why you love what you do...and if we're all put here to do something, might as well do it really, really well, right?

Today, I read this in the book A Writer's Coach by Jack Hart:

"A certain skill with the written word is essential to almost anybody's success in the modern world: the cop filing a report, the foundation director pitching a grant, the moonstruck kid emailing flirtatious notes to that smokin' sophomore in third-period algebra. Whether we get what we want out of life depends, more or less, on how well we use writing to accomplish it." 

Hart goes on to say many of us don't write as well as we might because we believe some nonsensical notion that "good writing is magic."

My goal is to dispel that myth. Because whether you loathe writing or love it, there's no sense in losing business, a grant, or that smokin' sophomore all because you aren't confident in your writing chops. Good writing isn't magic. It's adhering to a few relatively easy principles and using them to your advantage.

So sharpen your pencils ... it's time to write.

Independence Day from the Inbox

Does the sheer influx to your email inbox make you want to delete your account and assume a new identity? Maybe that of a 102-year-old lady from Bellville, Texas who hasn't a clue about email? (It's possible I was watching Willard Scott's birthday wishes as I wrote this post.)

I get anywhere from 50 to 150 emails a day. Sometimes it's people hitting the "reply all" button much like children given $100 and a parent-free trip to a candy store -- that is, with wild and manic abandon. (Reply all people slay me. It's very likely that if one day I finally snap, it will be at someone who has written "I'll bring the Capri Suns" and sent it to 160 people. I apologize in advance to the bringer of the Capri Suns.)

But another email issue is one I brought down upon myself like the electronic plague. People will send me links and say "you will love this flash sale/writing/coffee/wine/purse-of-the-month website/newsletter/blog" and then I'd sign up and, 95 percent of the time, delete the emails before I even read them.

This seemed like an appropriate week to declare independence. Independence from a bunch of email that didn't enhance my life even one tiny bit, but did suck up a bunch of time better spent elsewhere. Not to mention the stress of staring down a kazillion emails in your to-do box, and the general sensation I could be missing something important (like a client request or writing assignment or notification I won a generous settlement from a lawsuit in which I wasn't even involved) among the emails from Gilt Group and Daily Candy.

So, I zipped through my list and kept only the subscriptions that I actually use -- a couple of sites that send me coupons for overpriced clothes for my fashion-conscious pre-teens, a few blogs that either make me laugh, give great advice, or tell me something I didn't already know. (Hopefully this blog falls into that category for you, otherwise I've just written the most terrifically self-defeating blog post ever.)

After several days of my new-found independence, I'm proud to be an American ... where at least I know I'm free ... Wait. Sorry. What I meant to say is I no longer try to drown my iPhone because I notice I have 47 new emails.

Join me in the land of unsubscribe, won't you? (Except from this blog. Do not unsubscribe from this blog, please. In fact, encourage all your friends to subscribe by emailing them this link. Then we can all join forces to find the "reply all" people and make them pay. Probably by singing patriotic songs to them.)

Back Up Your Files with Dropbox

Few things freak a writer out worse than a system crash. Particularly someone like me, whose upsetting penmanship mandates I type up everything and save it on my hard drive. So the last time I had computer difficulties, my Georgia Tech grad student/computer genius insisted I sign up for Dropbox. In short, it saves all your files, pictures, videos, whatever you want to the  Cloud, so all you need is an internet connection to access your files.


Which came in handy when my computer was infected with a virus a few weeks back. I'm telling you, Dropbox saved lives that week.


Go to this link today and sign up for Dropbox ... trust me, you'll be glad you did. 








PS: We went to St. Augustine, Florida this week for a little R & R. FYI, there's a lot of shells on the beach there. A whole, whole lot of shells. The pretty shells get crushed up and twirled in with the sand and then affix themselves to your skin and all your belongings. Tons of crunched up shells followed us home. Go away, shells .... go away.

Declaring Independence

If I were to give one piece of free business advice to anyone wanting to take their business to the next level, (or careers in the case of recent graduates and newly minted managers) it would be

Never let waiting on someone stall a project.

In  other words, declare a little professional independence. Take off the self-imposed handcuffs. I mean, you’re smart, you have good instincts, and you’re responsible. “Duh,” you think. But you might be surprised by the number of people who will quickly pass the buck on a project under the guise of “waiting on approval” when the fact is, most of the time they don’t really need input. Why?

I’m sure someone in the mental health profession could break this down beautifully, but as a reader of lots of psychology articles in places like Self magazine, having spent nearly my entire winter in one doctor’s office or another, and as an avid purveyor of Web MD, I am very comfortable offering the following psychological/medical assessment:

Failing to push a project forward independently means you need a little injection of professional confidence.  

Why the lack of moxie? Because we get a nervous we are going to really screw up. Like lose a client, get fired, or heaven forbid make someone not like us. And so, we wait around for an authority figure to give us the go-ahead, someone to nod in approval, anyone out there who will back us up if it turns out we’re wrong. I’m here to help you break this cycle of passing the buck. It’s an easy process.

Step 1: Ask yourself “What is the worst thing that could happen if I make a move without first seeking approval?” Become an expert at understanding where to draw that line. For example, if you make a mistake, is the CEO going to hear about it? That’s one we’ll put under the boss’s nose. But my guess is more than 80 percent of steps in a project you can move forward without serious repercussion if something does go wrong. And much of the time, your boss/client/whoever is going to be thrilled with your initiative.

Step 2: Get the project as far as you can without approval, then send your boss or client a note letting them know (in the nicest way possible) that you are at a standstill on the project until you hear back from them. I like to include deadlines that are attached to goals (Dear Client: Attached please find the news release regarding your Penguin Breeding Company. If you can send changes and/or approval by Tuesday, we’ll remain on schedule for distribution by Thursday. If you won’t be able to get to this by then, please let me know so I can rearrange our distribution schedule.)

Step 3: Look at the project and see what else you can complete while waiting to hear back. Then send progress notes as a gentle reminder you are awaiting word. (Dear Client: Am very excited about announcing to the world your new Penguin Breeding program. I’ve assembled the list of media outlets and contacts, and as soon as I get your approval on the news release, we are ready to roll.)

If you consistently ask yourself “how can I drive this project forward,” it keeps you from passing the buck and becoming one of the scads of folks who make a lot of racket, but accomplish nearly nothing. And a good manager or client can spot these folks from a million miles away.

So today, put your finger on your most important project and do whatever it takes to get it as far along the path as you can. Keep track of your progress and results — because nothing builds professional confidence like a job well-done.

Happy Independence Day!

Amy Mac

Disclaimer: No penguins were harmed, or for that matter, bred, during the writing of this article.

Fly Me to the Supermoon ... Or at Least Get My Files on the Cloud

After my recent bout with a dead computer and the freak-out which inevitably ensued as I tried to remember the last time I did a back-up of my computer files (Do I have that 10-page white paper I JUST FINISHED backed up? What about those cute pictures of the kids I took this weekend? Those 72 article ideas I've had over the years and am just waiting for the perfect publication to pitch?), I have some advice.

Back your stuff up. Today. Seriously, do not put this off until later - you will thank me. Do these two things:

Go to Dropbox and back up all your document files to The Cloud. You get a certain number of gigs for free, and if I can upload all my documents without a fee I am certain you can, too. It's completely secure, easy to sign up, and easy to access. In fact, it automatically backs up your files, so once you've signed up ... you don't have to think about it again.

Next, bounce over to Picasa, upload all your photos, and select the "sync to the web" option. You can mark your photos private, so that creepy neighbor can't see your pics from the kids' dance recital unless you invite him to do so. And I recommend you don't.

Now, go do those two things quick.

Don't you feel better already? Yeah, me too.

XO - Amy Mac

Music I Love

I’m always listening to music when I’m writing. Here’s what I’m listening to right now.

Pride (In the Name of Love) {Dierks Bentley}

I don’t usually like country music, and I’m not usually a fan of remakes. Something about Dierks Bentley’s cover of U2’s class Pride is nothing short of perfection.

Dog Days Are Over {Florence + The Machine}

I liked it before, then the Glee cast covered it … and it magically uploaded to my iPod. Now I love it.

Don’t Change {INXS} and Fall Down {Toad the Wet Sprocket}

Perennial faves. These songs remind me of coming home from college and going to the Poplar Lounge in Memphis to see local favorite singer Todd Snider.

Little Lion Man {Mumford & Sons}

A divine recipe of great lyrics and a moody melody that somehow remains upbeat. Is it an apology, or not? I’m not sure, but I really like it.

Where the Streets Have No Name – Live from Boston {U2}

My favorite song of all time.

What Part of Forever {Cee Lo Green}

Cee Lo. How could you not be fantastic with a name like Cee Lo? And to be able to pull off a song on The Twilight Saga: Eclipse soundtrack and be nominated for a Grammy for a song called F**K You – impressive.

Gloria {Van Morrison}

Was this song in the movie The Outsiders? Because that’s what I think of when I hear this song. Not that I remember much more than Rob Lowe and Patrick Swayze from that movie, but anywho….

Reptilia {The Strokes} The Calculation {Regina Spektor} Uprising {Muse}

These are just current favorites that defy description. Not really. It’s just getting late so you’ll just have to take my word for it without explanation.

Cooler Than Me {Mike Posner}

I just think this song is kind of funny. And my girls love to sing it, and I love to sing it with them.

Forget You {Glee Cast}

As mentioned before, Cee Lo Green has a version of this song not fit for little ears, so this Glee version does in a pinch.

A Little Less Conversation and Memphis Tennessee {Elvis Presley}

After Elvis died, my mom and dad had to put away the Elvis albums for a spell because I would burst into tears every time I heard them. Luckily listening to Elvis makes me nothing but happy these days, so I listen frequently. Long Live Elvis.

Do you like to listen to music when you're working? If so, what are some of your favorite artists?

The Greatest Snack Giveaway

Everyone has a favorite snack. You know, the one that makes your mouth water and calls your name if it’s in your pantry or fridge. One of my favorite snacks is salsa and chips. More specifically, Remember Alamo Salsa – which is home made by my friend and neighbor Jane. Jane hails from Texas, and I tell ya, those folks know how to whip up some tasty salsa. Combined with Hint of Lime Tostitos, Remember Alamo Salsa makes me happy.

Another favorite is Cambozola cheese with roasted garlic on baguette. All you do is cut off the top of a head of garlic, drizzle with olive oil, sprinkle with salt and pepper, wrap in foil and bake at 400 degrees for about an hour. Cut the baguette into slices, toast, and then spread the roasted garlic and Cambozola on top. Mmm-mmm.

What’s your favorite snack? Leave a comment, and you’ll be entered to win two free jars of salsa (one mild, one spicy), compliments of Remember Alamo Salsa! You have until April 23 to leave a comment. If you're the winner, I'll get them in the mail to you in time for Cinco de Mayo!

PS-You must leave a comment to be entered, but you get extra credit of you sign up for e-mail updates, too!

Going, Going, Gone

I’d like to meet the genius over at Mars, Inc., the company behind M & Ms, who came up with the idea to create holiday-themed colors on the scrumptious candies. Heart-shaped bowls of pink and red candies are an easy, inexpensive way to give a little love (so to speak) to a fun February day.

With St. Patrick’s Day, Easter, Spring Break and Memorial Day on the horizon, start thinking of ways to incorporate the holiday angle in your business. Do you have a product that would fit nicely into an Easter basket? Perhaps you have a new line of lush, colorful beach towels that would be perfect for the beach during Spring Break. If you’re a photographer who experiences a lull during March, run a “When Irish Eyes Are Smiling” special for families who book a session during the month of St. Paddy’s.

A holiday-themed marketing angle is a great way to boost sales. Hopefully yours has slightly more staying power than these M & Ms did at my house! XOXO – Amy Mac

I Heart Magazines (Especially Ones With Hearts on the Cover)

This being February, the month of love and whatnot, I thought I'd confess - I love, love, love magazines. Love them. Love the waterfall of colors jumping out from each page, love the way a funky font can set the tone for a whole story, love the inspiration from well-written editorial.



That giant stack you see above? Those are just the magazines in the family room by the fireplace ... there's another stack on my bedside table, yet another in a basket in the living room, and a couple in the front seat of the car to entertain me while waiting in the carpool line.

Magazines are also a wonderful spot to get a little inspiration for stories to pitch. It's like a little focus group, free of charge, about what your target audience is reading.

What's your favorite magazine for inspiration?

Just May Feel Like Singing Autumn Song

I love Autumn. Everything about it makes me happy– the smell of cinnamon and nutmeg, the nip in the air, the glorious colors of the changing leaves, fall festivals, carving pumpkins, red and gold mums placed carefully around the front porch and the back deck.

So yesterday when I needed a light jacket while playing tennis (on the first day of Sept. in Atlanta, trust me – that’s unusual) I realized it was time to pack away summer things and prepare to usher in the sights and smells of fall.

Which meant coming straight home and lighting every single summer-smelling candle that I own. Out with the “Bob’s Flower Shoppe” and in with the “Pumpkin Spice.” I spent much of my afternoon shouting out warnings – “Don’t get too close to that candle!”

I am a big believer in every season having its’ own distinct “environment.” I do not like to see bathing suit displays in January (unless of course I am packing for a tropical vacation.) Heart-shaped cookies in October take away from such confections in February. Christmas music in July is akin to wearing your clothes backwards – you can do it, but it just isn’t right.

So whether you create wonderful jewelry, concoct art-museum-quality pottery, or just endeavor to create a certain atmosphere in your home … now is the time to decide how to use the season to your advantage.

With college football kicking-off this weekend, Halloween around the corner, and Thanksgiving and Christmas just beyond … opportunities abound for small business owners. I’m thinking of using the “It’s a Treat to Work With You!” theme and sending an assortment of candies to potential and current clients.

The trick will be to package the treats and get them out the door before they are gobbled up by the turkeys at my house!

As we like to say south of the Mason-Dixon line … Happy Fall, Y’all!

Amy Mac, Published Author

Perhaps “published author” is a tiny stretch, as my at-home mom success story was simply included in Peter Bowerman’s recent reissue of his popular The Well-Fed Writer book (which updates and combines the content of both his original Well-Fed Writer titles). But nevertheless, right there on page 317 is my name in bright lights – shining like a huge Broadway sign. Okay, so it’s just my name in bold print but I am still extremely happy about this little turn of events.

It was Peter’s book that convinced me I should launch my business a few years back. Until then I was working under a few (wrong) assumptions:

First, I thought since I didn’t have the professional networks in Atlanta I did when we lived in Cincinnati and Memphis, it would be impossible to launch a successful business. (Sadly, the only networks I developed – or needed - in Wisconsin were ones with the LL Bean Extremely Heavy Winter Wear department). Turns out, I’d developed all the networks I needed through various activities, volunteer positions and friendships I’d cultivated.

Second, I was worried about the extra-large (about five year) gap in my resume. While it’s true being a mom can create a certain “foggy” feeling in the brain, I had not sustained an actual head injury - and had not lost all my writing and marketing knowledge. Fact is, if you are good at what you’re doing most people don’t really care if you’ve taken a break to facilitate nap schedules, potty train toddlers, and provide transportation to the park and the pediatrician (roughly in that order.)

Third, I was concerned about maintaining a professional façade when the reality was loud children, barking dogs, and frequent (yet amusing) household catastrophes. Turns out some well-designed business cards on thick card stock, wi-fi, and liberal use of the mute button took care of those concerns.

Really though, it was Peter’s book that put it all in perspective for me. Part business primer, part pep-talk, it was just the push I needed to start the business that I am still surprised I didn’t start sooner (because I really enjoy it that much! Really!)

So a question: what little things that are holding you back that really don’t amount to a hill of beans … and should they really be holding you back?

So, Peter – congratulations on your newest title, thanks for letting me be a small part of it – but mostly, thanks for reminding me (and lots of other commercial freelance writers) most of the obstacles are just in our head – and easily overcome .

The Key to Happiness

When we’re not at the pool, a favorite activity for the girls is arts and crafts – painting, designing, and coloring their worlds with dreams and goals and pleasant thoughts.

My nine-year-old is a budding writer, and her current mission is to develop a magazine. As you can see, she’s mocked up a cover with articles about pressing issues including “Geek or Not – Figure it Out,” “Are You Looking for a Popular Summer Sport?” and “Is Your Makeup All Right?” Ever the detailed entrepreneur, she’s held space for advertising, and will no doubt hit up relatives in the coming months to support her current endeavor with cold, hard cash. Maybe she’ll give me a job some day when she’s the editor of one of the big, fancy glossies in NYC.

With big, broad strokes, my seven-year-old has painted the keys to happiness, in no particular order: sunshine, smiles, peace, love, and chocolate ice cream cones with a cherry on top. After a long day at the pool, peace brought on like only sunshine and lots of time outdoors can bring, smiles, hugs and some soft-serve ice cream (minus the cherry, but we’re not too picky), I have to say she’s got it right. There ya go, I just saved you $25 on the latest, greatest self-help book. Remember, you read it here at the Amy Mac blog!

School's Out For Summer

Today is the last day of school before summer break for my girls. Boy, are we ready for some summer fun around here – sleeping in, endless days at the pool, annual visit to the beach, to Tennessee for visits to aunts and grandparents for a month (just kidding, Mim – a week at most).

The lazy days of summer require some interesting scheduling for the work-from-home mom. I’ll have a sitter come in a couple of days a week, schedule playdates when I have meetings, and I’ll be looking for some sort of water-protecting shield for my laptop so I can hit my deadlines while my kids are swimming practice laps in the pool preparing for their weekly meets.

I’m always ready for the change of scenery (and schedule) when summer vacation rolls around. I’m also ready to change back in August. In the meantime, have a safe, enjoyable, and preferably lazy Memorial Day weekend! I know that’s my plan.

Amy Mac

Glass Half Empty

You’ve probably seen the news about how a promotional photo taken of Air Force One with the Statue of Liberty in the background (and a fighter jet at the wing) has caused fury and backlash with politicians and New Yorkers, and has people all over the world scratching their heads wondering why someone didn’t think this little photo opportunity through a bit more thoroughly. If you’ve not seen the story, read about it here.

The gist: the promotional photo was a jumbo jet, with a fighter jet alongside, flying low – really low – near the NYC skyline – causing panic, with folks evacuating skyscrapers with Sept. 11 on their minds.

This snafu is now being described as “Felony Stupidity.” (Not to make light of the situation, but I totally plan to use that term in the future.)

Just last post I wrote about crisis communications, and how important it is to have a plan in place for “just in case.” Call it ESP (okay, sheer coincidence) but when you are developing any sort of publicity plan – and in that I’ll include photo shoots– you must look at it from all sides. Even when you’re pitching a positive story, put on your devil’s advocate hat and look at all the parts of the plan from all potential angles – good and bad.

It’s easy to get caught up in an exciting story, but not thinking of potential negative angles to any story is risky at best – and a negative international news story at worst.

Working Lunch

Most days around lunchtime you can find me hammering away on the keypad of my computer, lunch off to the right where I can nibble on my sandwich and (if I’m feeling particularly virtuous) salad and sip my diet Dr. Pepper between thoughts.

Today was a nice break from the daily grind – a working lunch with a client and friend. We met at a favorite lunch spot, moved a few important projects forward, and caught up with each over pasta and iced tea.

I love a good meal, great conversation, and crossing tasks off my to-do list all at once!

Sunday Evening Storms

Sunday evening, just as I was drifting off to sleep after an active, productive weekend, the tornado sirens began to blare – a funnel cloud was spotted on the ground one county over, and it was headed our way. Let me tell you, nothing gets the local weather forecasters in a lather quite like a funnel cloud, especially one late at night.

I’ve lived the path of the tornado-laden south long enough to have a solid evacuation plan not only for my family, but also for our neighbors across the street who don’t have basements in which to seek shelter. Seriously, I can have my entire family, dog included, safely in the basement in 90 seconds or less. My kids may have to seek counseling for post-traumatic stress syndrome after being snatched from their beds while still asleep and dumped into the basement bed with quick reassurances from mom and dad while listening to the blaring sirens, but hey, at least they’re safe.

It brings to mind the need for every business, large and small, to have a crisis plan in place. When I worked for a huge Fortune 500 conglomerate, we had written crisis communications plans in place for everything from who was the best media spokesperson for certain catastrophic events to what to do if there was an earthquake.

If you have a small business, you don’t need anything quite so large in scope. For example, my crisis plan is to back up my computer regularly and to keep important numbers on my cell (like those for a computer technician and a couple of writers if I need help hacking away at my workload.)

Take a minute today and think through what you’ll do if the worst happens. Then relax, because it probably won’t, but you’ll be relieved you’ve thought through things just in case. Jot down your plan and communicate it to your team. Even if your team is just your babysitter and your dog.

Spring Break, Brain Break

When I blog, I almost always start with a plan (who I am kidding - no matter what I am doing, I start with a plan - I am nothing if not Type A.) Something to say, something that will hopefully assist you faithful readers in whatever you are planning: starting a new business, developing a publicity plan, or just balancing your day between your first cup of coffee and tucking the last kiddo into bed.

Not today. I've got nothing - except these beautiful pictures taken in the Collierville, Tenn. Historic Town Square. The girls and I are here for their Spring Break, and instead of working a few hours a day while I have free and willing babysitters, I've taken the week off. We've been enjoying time with dear friends, visiting new babies, visiting local tourist destinations like Beale Street and the Peabody hotel in downtown Memphis, eating lots of yummy Southern food with our extended family.

So here's to taking a break, and coming back to the office refreshed and relaxed. By the way, if you've never been to Memphis, it's a great place to visit this time of year (and I'm not just saying that because my first post-college job was with the Memphis CVB.) Happy Spring!

You, Too.

I was in ninth grade when U2’s The Joshua Tree was released, and while they’d released a few albums before The Joshua Tree (and given a phenomenal performance for the Live Aid concert), this was the one that launched them into the stratosphere in the United States.

And here they are, not only still chugging along, but selling out huge arenas during every leg of their last concert tour. All over the world. I was lucky enough to see their last tour thanks to some kind friends with a corporate skybox at Phillips Arena and believe me, it was one amazing show (worth every penny I didn’t actually have to pay.) I’ll be happy to pay top-dollar for their upcoming tour to promote their new album No Line on the Horizon. Which begs the question –

How does U2 stay relevant after 30 years?

I have a couple of theories – and one of them is they use marketing to their utmost advantage. I think we could all take a page out of their book (or liner notes, so to speak):

If you’re launching a new product, be everywhere. Just last week, U2 played five nights in a row on the David Letterman Show, performed on Good Morning America, is playing a “secret” show in Boston March 11, and has been featured in countless magazines (Rolling Stone and People, to name a couple.) As of today, U2 is on track to have its seventh number one album on the Billboard 200 charts, and NLOTH debuted at number one on the London charts, where they launched a similar publicity blitz.

Be relevant – and attract new audiences. The Good Morning America appearance took place at Fordham University. I am sure a majority of the students at the concert weren’t even born when The Joshua Tree was released. U2’s live performance introduced a whole new audience (and age demographic) to their music, but they couldn’t have done that without making sure their music would connect with that age group. My guess is there’s not a kid at Fordham who hasn’t downloaded the album.

Get out of your comfort zone – U2 has been playing stadium-size concert venues for 20 years now, but even they still get a case of the nerves. Last week, Letterman had them read the Top 10 List for the evening, and a couple of the guys were visibly nervous. Interesting, isn’t it – play in front of 20,000 screaming fans? No problem. Read a list in front of a small studio audience? Not so much. They did a great job, and reinforced their reputation as genuinely nice guys.

Produce a great product, every single time – this is the key. If the band didn’t produce great music, they’d be on an episode of VH1’s One-Hit Wonders. Except for a couple of slips in the mid-to-late 90s, their albums are critic and fan favorites alike …. the music is great because U2 sets the bar high and exceeds expectations.

Ask yourself how you can borrow a few of these marketing ideas from one of the greatest bands in the world – and make your product or service stand out. You might not land on GMA or Dave, but even a small-time publicity blitz can pay big-time dividends.