Archive for public relations
What are you worth? The cost of branding you.
Posted by: | Comments“The cost of doing business” speaks for itself. You have to put money out to make money; feed the investment so that it grows becoming lucrative and prosperous. A fundamental basic that business leaders process regularly, right? Absolutely!
Why then do many business professionals treat themselves and their own career marketing tools with substandard expectations? As a career strategist and resume writer, pricing of services is one of the top #3 questions asked of clients. Certainly understandable and always welcome!
If you are willing to spend money on high end clothing, hair salon upkeep or high end handbags, perhaps you may want to redistribute where you are investing your hard earned dollars. Are you buying into someone else’s brand or are you taking care of your own?
While most professionals realize the time, complexity and strategic writing that goes into developing a solid and effective marketing tool, there are always a few folks who see their resumes as a typeset piece of paper tracking the basics of their work history asking, “Why does it cost so much”?
Top 5 Reasons Professionally Written Resumes Cost Money
You are paying for a customized marketing tool reflecting your most important commodity…YOU. Customized, one-on-one marketing takes time and a specialized set of skills from a writer who has the ability to dig deep into extracting your key skills and accomplishments.
- A behavioral based trained professional writer has a unique skill set in individualizing and interpreting your core competencies in writing. This takes credentialed training and years of practice which is more than just being a technical writer.
- Strategic writing and appropriately targeting a clients goal is factored into a professionally written resume. When I am asked to write a general resume, I educate potential clients that this is not a service that I offer. A general resume is as useful as trying to catch a variety of fish using one type of bait.
- Researching industry trends, verbiage and current job marketing opportunities takes time. Behind the scenes, a top notch resume writer is busy collaborating with industry peers, researching web sites and bringing forward new information to support the needs of the client.
- Credentials cost money. Most writers have a varied assortment of credentials, education and training to support their writing. For a writer who is continuing to learn, refine skills, seek out new credentials and advanced exposure to global assessment programs, know that the cost of doing business will be aligned according to skills being offered.
Lesson: Invest in your professional brand by having the appropriate tools. If you are going to drive a fancy car, wear high end heels or expensive jeans, become truly authentic and coveted by having a top notch resume in your tool kit.
Get over it! (…the fear of being your own boss, that is)
Posted by: | CommentsLately I’ve been experiencing higher than normal anxiety, the fear that maybe it won’t all work out and heavy reliance on emotional support from friends and family. The reason for acting this way, and being totally uncool, is that I have finally decided to follow my dream of being my own boss.
That’s right, after several years of working for others while wishing I was working for myself, I have taken the plunge into the entrepreneurial pool. At times a bit overwhelming (i.e. when creating my logo, designing my website, starting the business plan, etc. ) but at other times it is highly rewarding (i.e. when you sit down with a client and get some highly creative work done).
My business is fairly new but I remain optimistic. The key to staying positive when working for yourself is to plan, plan, plan! So I have some tips for how to stay organized and motivated, and therefore, not to be fearful of having your own business.
1) Plan your day from the night before. Write down all the important things that need to be done and do them one by one. Master the art of “mono-tasking”.
2) Mono-task! I heard about this new concept from an article from Forbes.com that a client of mine sent to me. The art of mono-tasking means to spend an allotted amount of time on one task at a time. What a concept! In a world where we are told to strut our multi-tasking abilities, mono-tasking tells us that it is okay to do one task at a time – you’ll get more quality work done! So put away your BlackBerry and stop checking your e-mail for the next hour, it’s time to mono-task!
3) Start your morning with a nice cup of coffee and read something motivational. Whether it’s an article from an entrepreneurial magazine re: a success story, an e-mail from a friend telling you how proud they are of you starting your own business, or if it’s just a motivational Tweet. Whatever it is, find it, read it and stay motivated!
4) Don’t be lazy. Wake up early and remember your goals and where you want to be in a year to five years from now. Work towards those goals each day.
5) Exercise and eat right. I kept reading about this and how important it is for your mind and body and didn’t really give it much thought until I started my business. It makes a huge difference when I eat right and have time to squeeze in a trip to the gym – you feel re-energized and motivated. So if you’re too tired to get to the gym, at the risk of sounding like a slogan for a famous sportswear company, just do it!
Until next week, stay motivated.
Leadership and a Cup of Tea
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The next six weeks of winter are the challenging ones with the flu, colds, and general challenges for all of us until those first green shoots of spring brighten the day.
A vital question for all of us, and especially women in business who tend to be caretakers and pleasers is “What do you do to renew your spirit?” I’d love to hear responses that can give all of us some new ideas or even underline what we already know. Some I’ve asked say a long soak in a tub at night helps, others are runners and bikers, still others put on hot music, close the door and dance till they fall in a heap on the floor.
The New England Journal of Medicine found that those who engaged in social dancing at least several times a week had a 76 percent lower risk of dementia than those who did not. So, find a partner and get to it!
For me a cup of tea is a powerful stress reliever. A recent study in Britain had groups either drink water or tea and then were measured on stress related tests. Those who had a warm cup of tea were less prone to give in to anxiety than those who merely drank a glass of water.
The research indicated that drinking tea was less about the nutritional value and more about being part of a long standing ritual, thousands of years old. Interesting thought; I know when I take a cup of tea in my hands the first sip makes me feel calm and surprisingly content.
Years ago my husband and I were fortunate enough to travel to China with Zen Master Thich Nhat Hahn who was being permitted to bring his Buddhist teachings to the people in Beijing and various outer monasteries. One of the most endearing memories I harbor was sitting on the floor of the airport waiting for a flight between cities. We were all tired and the tendency was to be crabby and complain.
Instead, we all sat in small groups, all 180 of us and sipped tea. We cradled the cups like precious bowls, modeling the way this beautiful Zen Master sat; calm and still. The Vietnamese name for teacher is Thay, and that moment of having “Tea with Thay” is still comforting when the business of the day begins to overtake me.
Leadership is about being a model of behaving in ways that create cooperation and collaboration. Please share some of your best practices for reducing stress and renewing your spirit. We can all learn from each other while waiting for spring.
Finally Get on TV with the Right Pitch
Posted by: | CommentsIt’s 2010 – Stop Procrastinating and Kick Your PR Plans into High Gear this Year
Getting in TV is one of the best ways of generating publicity that increases your brand awareness, your creditability as an expert, get more clients, and increases sales.
Yet, it is not easy if you don’t know how to craft a pitch that is tailored perfectly to meet the needs of the show.
Many business owners make the mistake of drafting the same pitch to various TV shows; however, that’s a no-no because no two TV shows are the same. Each pitch has to be tailored to match what the TV producers are looking for.
Furthermore, a TV pitch letter is very different from a press release. A press release generally announces news or a story that is newsworthy and it is specific toward a field. Press releases are generally sent to print publications such as magazines, newspapers, and online publications.
To draft a pitch that brings results, follow these steps:
1. When drafting your pitch, don’t make it salesy. Make it informative and entertaining. Know the TV’s market. Tell the producers how you are going to be able to help their audience. Don’t bore them with how great you are. Watch a couple segments to see what type of topics are covered. Are they looking for health experts? Are they interested in interviewing financial professionals? Does the show only book celebrities?
2. Do research and find out the correct contact person. Log onto the show’s website to see if they suggest any tips for how you can get on the show. Some shows urge you to contact to a producer while others use booking agents. Make sure you get the correct spelling of the producer’s name too.
3. Keep your pitch informative and entertaining. Don’t oversell yourself and your brand. Keep it personal and friendly. Deliver your message clearly and concisely. Keep it to the point.
3. In order to get booked on TV, you need to have the right marketing materials. You need to stand out from the rest of the crowd. Tell the TV producers why they should book you for a segment over someone else. Make yourself valuable.
4. When drafting a pitch, you must have an interesting hook or angle. You have to capture the producers’ attention with whatever you are trying to sell. Consider why people should listen to you over someone else. What can you offer that someone else can’t offer?
5. Tie your pitch into something that is current from the news.
6. Keep each pitch to one page. If you are the President of a financial company and you are interested getting on Bloomberg TV, CNBC, or CNN, your pitch should include a description of your company’s growth strategy and financial performance over the last twelve months as well as your strategy for economic survival in 2009. If you are the owner of a women’s clothing line or the Editor in Chief of a woman’s fashion publication and you are interested in getting on The Early Show to discuss spring and summer fashion trends, tailor your pitch to meet the news of that specific audience – (educated, sophisticated, female oriented).
7. Media etiquette is just as important as the pitch. You should feel comfortable talking with an interviewer in front of the camera. You have to be able to deliver your lines concisely with a flare of your personality.
National TV exposure can bring in huge sales and increase your creditability three-fold.
Essentially, drafting a TV pitch is similar to an audition, the more things you have in place, the more likely the producer will say yes to book you on the show. When you get on TV, most people will view you as an expert, or better a celebrity.
If you need assistance drafting your TV pitch, send an email to km@marquet-communications.com.
Leadership Partnership and Business Possibilities
Posted by: | CommentsClearing out the old to make way for the new is a wonderful practice as we enter a new year. This time, as we graduate into a new decade, the teen years of the century, we have an amazing opportunity to find a better balance and create a different kind of partnership between men and women.
I believe that female leaders in the work world can lead the way in positive and exciting ways. It struck me, and with pride, I acknowledged our successes to date. While we have a rocky road ahead, any transformation worth its weight means twists and turns and boulders to be confronted. Yet, if we stay centered with our eyes on the goal of male/female partnership, we can and will change the world for the better.
Here is what happened as I dove into some dusty, old boxes. I found a journal, like really old. One my daughter wrote as a teenager. I did call and ask permission to read before I sent it to her in San Francisco. I remember learning my lesson about snooping a long time ago!
She is now married with two children. After balancing work and kids, she made the decision to close her business and be a stay-at-home mom till they were “launched”. That meant two years at home and I believe it was in part a reaction to the fact that I never stopped my career when she and her sister were little.
She is now ready to re-enter the work force and is keeping all options open. That means changes on the home front. I have watched as she and her husband have negotiated the unavoidable – the car pools, doctor’s visits, and yes, even folding the laundry. It will get more intense, and so what!
Now back to her journal. What struck me was the tone of her teen writing. I was surprised that there was so much of the old model from my own adolescence. There was still a quality of letting the male take the lead, of waiting for the phone to ring, of obsessing over the extra few pounds.
That was twenty plus years ago. I asked her what has changed. She seems much more willing to say her piece, to stand her ground. Here is what she said, “The great things you and your female colleagues did to stand up against “second class citizenship” for women both at home and at work really did rub off. I don’t worry about my daughter growing up with limited choices. I do also want her to see parents who talk about what is fair. That is what was missing from your generation”.
I agree. We are entering a time when one key is adaptation. New models of what it means to be a female and what it means to be a male are emerging. How are we going to create the dialogues that will lead to integrated ways of working and playing together? Can football and beer survive? Can frilly clothing and spa days survive?
The other side of adaptation is resistance. How many Dr. Laura’s will be needed to beat down the intended changes? How must the media rethink its role in selling the old stereotypes? We need some educated discussions about “Mad Men” and what we can learn from those days. What my daughter said is what the world needs now, enhanced discussions about fairness and partnership as we all walk the rocky, winding road of this teen decade.
4 Tips to Becoming a Superstar Self-Promoter
Posted by: | CommentsGuest post by Lisa Moren Bromma (learn more about Lisa at the end of this post)
Most people assume that professionals and business owners are all extroverts. That is simply not true. In my own mastermind group many of the business owners that I share ideas with are actually shy people by nature. Being naturally introverted can be a challenge in any profession, but a business owner or professional must face the public in order to promote themselves and their business, brand or company.
In order to grow a business, they must learn to overcome their natural shyness. Here are 4 tips that can help anyone become a master self-promoter!
- When speaking in public here are the two words you should live by. Be prepared. Off the cuff, on the fly, winging it or going with the flow are not strategies you should use!
- Position yourself as an expert with the written word versus the verbal communication. Whether it is by creating a blog, posting on social networking sites or submitting articles to web sites or publications, showcase your expertise through your writing!
- Host a business event. By hosting you will get the necessary PR as the mastermind behind the event without having to be onstage and that will automatically draw business contacts to you.
- Network. Develop a few easy conversation starters and let the others talk. Stick to neutral topics, avoiding politics or religion! Also consider bringing one of your more extroverted business associates with you. They can do the legwork of getting the conversation going while you watch and learn!
Finally, don’t forget to smile! People are naturally drawn to friendly faces!
About the Author
Lisa Moren Bromma has 30 years of investing experience; primarily in real estate and in the cash-flow industry and has taught over 1000 seminars on the subject. She is the author of the newly published How to Make Money in Alternative Investments
