Attention Grabbing Communications · • Join/create Linked In groups – post opinions, comments, ‘likes’ • Demonstrate expertise and build credibility (focused) • Internet

Attention Grabbing Communications

If you keep doing what you’re doing, you’ll keep getting what you’re getting. TO GET KNOWN…ACT TO INFLUENCE!

Create impressions – Build a reputation – Gain clients

Copyright 2015, www.morganmarketingsolutions.com


Sponsor

Acme

Consulting

John Doe

Ace Consultant

1234 Any Street

Any Town, USA

(123) 456-7890

Web Site Acme Newsletter

Association Directories

E-mail Letters

Referrals!

Direct Mail Free Offers

Memberships

White Papers

Case Stories

Articles

Speaking

Pamphlets

Letters to Editor

Tips &Checklists

Reprints

CDs & DVDs

Blogs

News Releases

Books

Twitter

Plaxo

Facebook

Join…Participate!

LINKED IN

Slideshare

Alliances

Bring joy!

Where’s your comfort zone? • Written communications?

– Articles, blogs, booklets, books, surveys, social media

• Public speaking?

• Someofeachie? - A.K.A. Italian Marketing

• Other methods?

• Are you willing & able to invest time in yourself?


?

Why go public? • Feed your website

• Build credibility with content

• Media needs news stories – Feed the audience. Articles, surveys, forecasts

– Your website needs fresh content

• Organizations need interesting speakers – Attract & retain members.


Case study • Real life success case from your past work

• Situation - problem - solution - results

• 250 to 600 words

• Client named or disguised

• Graph, table, or photo

• Include your contact info

• Send to prospects, in newsletters, presentations, proposals

• Cases required for CMC Certification!


Letter to the editor

• Respond to recent article or story

• Reinforce, expand, or debate issue

• Thoughtful & civil tone

• 25-100 words

• Name & firm info included by editor

• Target segment readers

• No $ cost exposure (good or bad)

• FREE INK, if picked up

“It is a difference of opinion that makes horse races.” Mark Twain


Newsletter/Blog • Printed & Mailed, or E-newsletter/blog

• Regular issues, repeat ‘touches’

• Keep items punchy

• 67%+ to be “non-commercial”

• Graphs, tables, stories (avoid being a bore)

• Focus on target segments & network

• Post on social media for extra mileage

• If interesting, passed along


Article • Topic of current interest, survey, forecast

• 600 to 1,500+ words

• Target industry publications - Research the serving media - Build personal relationships

• Case-based, or “how to” with examples

• Solicited or unsolicited, Paid or unpaid

• Include by-line and contact info


Internet post • Join/create Linked In groups – post opinions, comments, ‘likes’

• Demonstrate expertise and build credibility (focused)

• Internet = more ways to address your network often

•Target industry groups, area groups, alumni groups - Be active in key groups - Build personal relationships

• “Five reasons,” or “how to” create interest

• Post existing materials you own

• Experiment with Facebook, Twitter, Pinterest


News release

–Newsworthy information or event

– Short, factual, one topic, one page

– 12 point type, double spaced

– Contact info & release date

– Short profile at end

– Format as news release

– Headline, sub-head, body, profile

– Photo, if possible

– Wide distribution, unsure pickup, but FREE!

“All I know is what I read in the papers.”

Will Rogers


White papers

Learn from the mistakes of others. You won’t live long enough to make them all yourself.

•Topic of current interest? Survey? Interview?

• 1,200 to 3,000+ words typically

• Case-based or “how to,” “why”

• Graphs, charts, tables, top 5.

• Forecasts for new year, futuristic

• Unsolicited & Unpaid

• By-line and contact info

• Requested or downloaded by prospects

• Gain contact info

Write a book …maybe

• Ken Lizotte’s “thought leading” method

• Hot topic or basics?

• Collection of articles? Blog posts?

• Build credibility

• How to-based? Research based?

• Significant time investment

• National publisher?

• Print to order publisher? Createspace.com

• Electronic publishing via .pdf file?

“If we did all the things we are capable of doing, we would

literally astound ourselves.” Thomas Edison


Public speaking

• Speaking to whom? - Target segments

-People who know each other

- Referral sources and influencers -Chambers of commerce, Rotary, IMC, AICPA

• Understand prospect’s issues - Talk to prospects, ask questions, survey - Read industry publications, contact editors, find hot topics - Become part of the industry (niche expert) - Develop ‘industry credentials’


Be sincere, be brief, be seated!

Topics & titles

• Develop one or two topics & titles - Showcase your strengths

-Current topic with ‘zippy’ title -Basics that add value

• Build each presentation carefully - Do your research. Know your stuff! - Cover main points

Intro - Situation - Problem – Solution - Results - Action Provide proof (cases, stories, examples)

- Non-commercial presentation


• The Tell Principle: Say what you will tell them

tell them

tell them what you told them and call for action

• Use examples and stories

• Demonstrate when possible Ketchup, Velcro chart, handouts, exercises

• Seek audience participation, responses

• Keep it light & joyful

• Avoid overtime, rambling

No speech is entirely bad if it’s short enough.


Speaking resources

Don’t be guilty of ‘podium pollution!’

• National Speakers Assn. (NSA)

• Toastmasters International

• How to books (Amazon.com) Toastmasters Guide to Successful Speaking Jeff Slutsky & Michael Aun, Dearborn Financial Publishing, 1997

Speak and Grow Rich Dottie & Lilly Walters, Prentice Hall,(Updated & Revised edition)

10 Days to More Confident Public Speaking Lenny Laskowski & Princeton Language Institute, Warner Books, 2001

• Output from one effort acts as input for more! - Sell or give away...

-PowerPoint presentations

-Audio tapes, CD’s, DVD’s

-White papers & case studies

-Article reprints, tip sheets & checklists

• Offer on web site, when speaking, at meetings, in mailings…give stuff away!


Other ideas • Written opportunities

Your stationery & business card (both sides) Proposal presentation & testimonial letters Association directory listings (silent salesperson) Brochure or pamphlet, social media activity Tips, checklists, other interesting items Thank you cards & note cards

• Other opportunities Memberships & Affiliations (e.g. IMC USA) Strategic alliances with other pros Audio & Video presentations where you star Sponsorships Trade show attendance Cold calling? Take a day off…it helps!


Documents

Attention Grabbing Communications · • Join/create Linked In groups – post opinions, comments, ‘likes’ • Demonstrate expertise and build credibility (focused) • Internet