From OK to OMG: 5 Keys to Accelerate your Business

From Guest Blogger, Ann Convery:

Here is something I’ve seen over and
over again in entrepreneurs.

It’s the secret way so many of us
wait and hide from success.

Everyone hides from success a little differently, and the sad part is, we don’t even know it.

If you want to know why you might be hiding
from your own success, and how you’re doing it,
and how to STOP it. . .

Join me this Thursday at 2:00PST / 5:00 EST
for a powerful webinar:

The Doorway to Desire, Profits and Prospects.
http://www.doorwaytodesire.com/

You’ll discover 5 keys to take your business from OK to OMG!

I’m sharing what makes an “overnight”
success story, and how to accelerate
your business  fast, in ways you may not have heard of.

Join us for an astonishing peek at what you can achieve when you take your foot off that brake.

See you Thursday!

Today’s Story:

So.  Are you hiding from your own success?
Seems like a stupid question, doesn’t it.

It’s not.  If you are not enjoying the success you want, right now, you are actually keeping it away.

I’m sorry.  Don’t shoot the messenger.

Here are 5 ways people hide from being successful.

See if any of them ring a bell.

1.  “I really want to be in the spotlight… I think.” If you are ambivalent about being in the spotlight, you’ll never get there.

Many people are shy, or would feel too exposed out there in the limelight.  Or they want extreme success, but “only if it meets their conditions.”

Your success has conditions too.

Do they match up?  Think about it.

2. “I just need one more certification.” Women, especially, fall into this pit. You have everything you need, RIGHT NOW, to make a beyond 6-figure income. Don’t go back to school and put it off.

3.  “I’d love to be super-successful, but I don’t want to be like those other gurus.” Meaning, usually, you don’t want to market like crazy,  put yourself out there, up your game, change your business, and again, market like crazy.

4. “Can’t people just find me? My work stands for itself.”

Not today.  Not ever, in fact.

This means you don’t want to promote yourself, because it feels:

  • Sleazy
  • Cheesy
  • Info-mercially
  • “Just not you”

Borrow a trick from Oprah, Richard Branson, and all the super stars:

Find your professional image, and promote that, not the Inner You.

5.  “I don’t want to seem bossy and overbearing.”

This belief is downright dangerous.

Want to know why more people aren’t following you?

Because you’re not leading them.

You’re not out in front of your market, with a clear powerful message.

So they can’t follow you.

Because you’re not leading.

You’re too busy chasing clients.

And if you chase them, who’s more valuable?

They are.  And they know it.

Become a leader.

Give your peeps a good reason to follow you.

You don’t know this, but they’re waiting for you to pick up that torch.

Join me on Thursday for a powerful look at what you can do to break the “just OK” cycle and accelerate the success you really want.

It’s your turn.

Take it.

Copyright © Ann Convery 2013

Marketing & PR Checklist

Human hand checking the checklist boxesDevelop a quality, attractive website and keep it updated.

Create a blog.

Approach other blogs that are in your field.

Use the various social media platforms.  Engage with your audience.

Start a Youtube channel.

Shoot short visually interesting videos to share on the various social media platforms.

Offer giveaways

Hold contests.

Launch a targeted media relations campaign.

Do some type of daily marketing outreach to create a buzz around your designs and your brand and encourage others to spread the word.

Copyright © Anthony Mora 2013

PR TIPS: Working Your Media

Screen shot 2013-05-13 at 5.42.20 PMOnce you’ve landed some media coverage, whether it be print, TV or radio, make sure that you work it.

For example, let’s say you were featured in a newspaper story and – nothing happened.  No one called.  No offers came in.  No interest was generated, at least as far as you could tell.  To start, you don’t know what will eventually come from that one placement.  I’ve seen cases where months down the line some amazing opportunity arose because of one story.  But, for argument’s sake, let’s say nothing happened.   It’s still remarkably valuable.  You just need to work it.

Become the story’s distributor – and I mean distributor in the most basic sense –

  • Circulate your story
  • Feature it in all of your social media platforms.
  • Spread the word.
  • Mention the story in your biography and fact sheet, use it when pitching other stories.
  • Let other media outlets know that you were featured in the article.
  • Duplicate it and use it as a press sample.
  • Use quotes from the story in your mailers, newsletters, ads, and marketing.

I understand being temporarily depressed if you don’t get a decent response to a story, which is why it is so important to understand exactly how media placement works.  One story does not make for a PR campaign.  By understanding the process, you turn what appears to be a lost opportunity into a tremendous advantage.

Make a list of the various ways you can utilize your media, on social media, in ads and newsletters, emails, etc.

Don’t let your failed expectations cloud your business sense.

Don’t waste opportunities due to short sightedness.

Be imaginative, inventive.

Think.

Be creative…

Copyright © Anthony Mora 2013

The Successful Interview Formula For Maximizing Your PR Outreach

today-lindstromThis is the last in a three part series on how to successfully handle a media interview.  If you’ve launched a public relations or media campaign, you want to take full advantage of it when an interview opportunity arises. which means, you want to be prepared.  If you study the tips and suggestions, you’ll find that most of them are useful in any type of conversation, speech or presentation.  They are basic communication skills, that most of us tend to forget.  Keep this media interview series somewhere you can refer to it.  I try to reread the points at least once a month.  Believe me they come in handy.

So, to continue…

13) If the interviewer takes the conversation into an area you’re not comfortable with, or tries to manipulate you into answering questions that you don’t want to answer, remember you have control over the situation.  Don’t be forced into saying something you don’t want to say.  Be polite, and stay on course.

14)  If a particular question throws you, or if you don’t want to answer a specific question, deflect it.  Acknowledge that it was asked, and then return to an area that you’re comfortable addressing.  You see and hear these types of responses every day around election time.  An example of an appropriate response would be: “I certainly understand why you’d ask that question, but what’s really important is…,” now return to your agenda.

15)  If you have three main points that you want to make and you are only able to mention one of them, don’t worry.  You’ll get ‘em next time.

16) Don’t recite a laundry list of information and sacrifice a good interview.  We’ve all had teachers who knew their subjects well, but bored the hell out of us.  That may work in school, because there’s a captive audience, but you have no such luxury.  You are there to interest as well as inform the audience.

17) Don’t be vague or use trade jargon.  Speak in easy-to-understand language.

18) Show the audience what you’re talking about.  Use a story or an account that illustrates a point, as opposed to just giving them vague ideas or theories.

19) Keep your information short, concise, and to the point.  Keep it clear, short, and easy to understand.

20) When trying to make a particular point, be assertive but not pushy.

21)  If it’s pertinent to your business, mention your location.  Although interviewers will often give your exact address over the air, many won’t.  That’s why, if one of your objectives is to attract clients or patients, always mention where your practice or business is located.  You don’t need to give the exact address.  That will sound like a commercial.  But you can make sure that the audience knows the general area where you’re located.  This may not be a huge concern if you’re appearing on a local TV program in a small town, but it becomes very important if you are being interviewed on a national show, or if you live in a large metropolis like Los Angeles or New York.   The viewers may love you, but if they can’t find you, you’re in trouble.  For example, if you own a health spa in the Palm Springs area, you can explain that, because your spa is located in Palm Springs, you have developed special treatments and products to combat the effects that the dry, desert heat can have on skin.  Make your location a part of your story.  Don’t simply blurt out your address, but weave your location into the conversation.

22) Relax.  Have fun.  You’ve worked hard for this – enjoy it.

Copyright © Anthony Mora 2013

“Neuromarketing on NBC Today Show.” Photo. Neuromarketing. 21 Oct 2013. 10 May 2013. <http://bit.ly/cMKbyL&gt;

Banish 4 Thoughts That Keep You Struggling – from guest blogger Ann Convery of Revenue Reflex

Hi,

Are you sick of “struggle mode”?

Do you know who’s keeping it in place?

Last night I was on a gorgeous horse farm in Ojai,
eating a piece of vegan chocolate cake.

OK, I ate two pieces.

And thinking about letting go of struggle.

I watched the sun disappear over the mountains and thought about why life and my business have changed so much in the last 12 months.

They changed because I changed.

My thoughts changed.

Here are some of the sabotaging thoughts my clients and I
demolished.

Because they hold you back.

And we got tired of waiting.

How about you?

4 Thoughts That Keep You in Struggle 

1. “The problem is..”  

This means you aren’t looking at possible solutions.
You’re focusing on the problem.

You may think:  “Of course I’m focusing on the problem!
How can I solve it?!”

By focusing on solutions.
The problem seems impossible. So side-step it.

What you focus on expands.
Think about it.
Successful people focus on solutions.
Start saying, “The best possible solution is…” instead.

(Full confession: This used to be one of my top phrases.
I got rid of it.

The opportunities that have appeared in my life in the last 12 months
are absolutely unbelievable. Now I look only for SOLUTIONS.

2. “The reason why…”

Everyone has their own pet set of excuses.
What are yours?

Do you know your “reasons” define your life?

If Laura Hillenbrand could write “Seabiscuit” while
she was so ill with chronic fatigue she could barely crawl to her desk…

If Steve Jobs could start a computer company out of his garage…

If Nelson Mandela could – you get the picture.

Find out what your pet reasons are for not having more of
what you want.

Then watch how you stop yourself
by believing in them.

positive3. “I know that.”

These are three of the most dangerous words in the English language.

Maggie was a highly gifted speaker and coach.

But she was miserable grinding out speech after speech with
nothing to show for it- no clients, no fees.

She whined for years about how she “hated” speeches.

Not only did Maggie know exactly how to speak and sell from
the stage, she actually taught it to others. Successfully.

But in her mind, she “knew that” already, and it wouldn’t work.
Besides, her meeting planners “didn’t allow her to sell.”

One day Maggie was hit upside the head by a tough-talking coach
who dared her to follow her own formula at her next speech.

(Guess who that was?)

Just to prove the coach wrong, Maggie threw out her old speech,
and followed every single speak to sell technique she knew.

She closed 40% of the room.

Whaddya know, it worked.

Maggie realized that she’d been spending years with her head up
her butt, so invested in knowing that it wouldn’t work
that she never gave it a try.

What do you positively absolutely KNOW won’t work?

Bet you’re wrong.

4. “Impossible.”

Ellen wanted a business, but she had no idea how to start.

She was highly talented in a number of fields, but Ellen wanted
the freedom of her own business.

“It’s impossible!  I don’t know how to sell,” she said.
“I don’t know the first thing about how to begin.”

Ellen stewed in this bewildering swamp for a year.
The she bought a $29 program about how to sell.

She wrote an ad.

She was so swamped with calls – about 30 a week – that
she hid from the phone.

So she took a course on selling, and found out how
to sign up clients. She had a full client load in a month.

But she still wanted the dream of free time.

So she invested in a coach.

Together they outlined a dream cash-flow business
which would bring her $60K a year to start, while
she worked for less than 15 hours a month.

When she wanted to double that income, she
could hire another part-timer.

Today she is writing 3 hours a day and
building a business that gives her the freedom she craves.

Nothing is impossible but the limits you set.

Do you have to see before you believe?

Or can you believe until you see it come true?

Copyright © Ann Convery 2013

The Art of Success

art of successAs an artist, you never know what is going to grab the media’s attention.  That’s why your best bet is to do the work you love and then tailor your marketing to fit your artwork.  I’m not a believer in trying to figure out what‘s going to entice the media, or coming up with the next big thing. Film companies and TV networks have tried that approach for years and you’ve seen what their track record is like.  Your job is to focus on your art, your creativity and on your strengths.  But that doesn’t mean you forget about the marketing aspect of your business, because art is a business.    And that needn’t be a bad thing.  It simply is.  Don’t resist it; use it to your advantage.

It all comes down to your perspective and how you approach this aspect of your career.  Remember creative marketing is an art.   Not to mention the fact that without marketing, most likely your art will be your avocation instead of your vocation.  But again don’t tailor your work towards your marketing, but tailor your marketing towards your art.

For example, our client, Brendan O’Connell, has been painting his Walmart series for going on eight years now.  This is not a series he’s worked on because he thought it would be a great marketing tool.  He painted the series because that’s what he was organically moved and inspired to paint.  He was following his calling.  Now the media has caught up.   His work has struck a chord.   He was featured on CBS Sunday.  Watch Brendan O’Connell (Walmart’s Warhol) CBS SundayHe’ll be coming out in People magazine; he was profiled in the New Yorker and was interviewed on the Colbert Report.

Brendan O’Connell on the Colbert Report!

The bottom line is he stay focused on his art first, but was prepared when media interest surfaced.  So, yes come up with a marketing plan and a direction, make that an integral part of your career gameplan, but don’t try to assume you know what’s going to interest the media and tailor your work in that way.  You’ll generally be wrong and you won’t be doing your work…

…Focus on your art, your unique vision and then tailor your marketing accordingly.  Be authentic, do your work and prepare for success.

Copyright © Anthony Mora 2013

Exposed: 4 Marketing Myths – Plus 3 Social Media Myths

marketing mythsThe trouble with marketing myths is that sometimes they are true, depending on the specific situation, but generally those rules that we fell are set in stone and hard and fast; don’t serve us well at all.  Then there are those myths that are completely erroneous.  For example

Doing Any Marketing Is Better Than Doing Nothing -.Wrong!  That’s like the old PR adage that all publicity is good publicity.  That’s nuts.  There are myriad examples of media coverage that was disastrous for a company or celebrity.  And when it comes to marketing, doing nothing at all is much better than doing very bad marketing.  Action for action’s sake can be useless or detrimental.  You need your marketing to be thought out.  You want it to be planned with your goals and objectives in mind

Marketing Is Strategic -  Sometimes.  Yes, strategic marketing can be important, but most of the time you’re not looking for strategic marketing, you’re looking for tactical marketing that is focused on specific objectives.

You Market By Selling – Again, wrong!  You’re objective isn’t to sell but to allow your customers and clients to buy.  It sounds like the same thing, but it’s not.  You want to create awareness, an emotional response and have an effective call to action.

I Don’t Need To Pay For Marketing; I Can Do It On My Own – Well you certainly can try and you can try to do surgery on yourself and your family as well, but I wouldn’t recommend it.

And continuing with marketing myths I recently came across some online marketing myths by Dan Zarrella, author of 6 Deadly Marketing Myths Busted.  I found the following myths to be on the mark:

Don’t Market on the Weekends – Fact: articles tend to be shared on Facebook far more on weekends than on weekdays

Social Media Is For Conversations, Not Broadcasting - Fact: There is no significant correlation between the number of comments a blog post received and the amount of traffic that blog post generated. In other words, conversation doesn’t necessarily drive traffic.

Myth: Don’t Call Yourself A “Guru.” -  Fact:  Looks like moniker guru works and drives more traffic.

So, when it comes to PR and marketing don’t just go by what you’ve heard or read.  Remember just because people believe something doesn’t make it true.  Do your homework.  Devise a marketing strategy for your own unique business and personality. And, yes, you do need to market.  That is definitely not a myth.

Copyright © Anthony Mora 2013

Why Placements In Small Media Outlets Can Be Gold

small media outletsNot long ago I had a conversation with a prospective client.  He was confused by some of the media I had suggested targeting for his campaign.  He wanted us to go big, fast.  As he explained, his story was hot, big; we should go directly to USA Today, People, CNN, and the New York Times.  This was a new filmmaker that no one has ever heard of, with a new film that is still in pre-production.  No producers or editors were knocking on his door, still, he was sure they would and he didn’t want to waste his time on smaller outlets.

I did my best to explain the process.  You build a groundswell, start to generate some media interest and go from there.  PR is a cumulative process.  It works, but it takes time to gain momentum.  I walked him through another client’s campaign where it began slowly and then picked up steam.  It began with a small newspaper article, followed by a local NPR story, a larger newspaper then picked it up, that lead to the New Yorker, which caught the eye of the Colbert Report, CBS then became interested.  We then pinched and landed a piece in People magazine.  It was a consistent build.  If we had started by pitching People, chances are they would have passed on the story.  I explained that those first smaller placements are not necessarily important in and of themselves (although they can be), but that they offer us ammunition to help land interviews and stories in larger media outlets.  He listened and nodded and said it made sense and that he understood.

Then after about an hour conversation he said it all made sense but insisted that he not be pitched to smaller outlets because they were beneath him and didn’t have the readership his story demanded.  I told him a story about another client we worked with a few years back.  We initially placed him in a very small regional media outlet.  I then used that story to pitch Oprah and our client’s second media appearance was on Oprah.   I was about to explain the entire process one more time and illustrate why the small media placements are important because they help us land bigger, more mainstream media outlets, but decided not to.  Instead, I thanked him for the meeting and suggested we both think about possible next steps.

His campaign would have never been successful, because he wouldn’t have allowed it to be.  His preconceived ideas of how the campaign should work all but guaranteed that it never would work.  He can teach all of us a powerful lesson.  Whatever endeavor you’re involved in, if you start with a set-in-stone view of how it has to unfold, I guarantee you you’ll stop it from unfolding organically.  You’ll be cheating yourself and will never know just how amazingly successful it could have been.

Copyright © Anthony Mora 2013

Creating Your Brand Through Effective PR

brandingAccording to Wikipedia, a brand is the “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers

In essence a brand is a concept.  It’s an idea or an image that the public, over time, connects with a product or service.  The identifying factor could be the name, the colors, the look, the slogan, the logo, or the design, but the overriding power of a brand lies in the concept.  The brand is a shortcut that tells a company’s story.  The power lies in the narrative that a logo, name or slogan both denotes and connotes.  A brand is effective when it is readily recognizable, when it is identified with a company or product. But a brand not only has to be recognizable, it needs to provoke a certain type of feeling or reaction.  The role of each brand is somewhat unique, some focus on trust and reliability, others focus on a hip or cool factor, still others focus on elegance and luxury.

what-s-the-value-in-a-brand-name--86ec9f7591You need to understand your product or company and your market before you can create a successful brand.  Once that’s defined, you want to focus on their needs and wants, and on offering them solutions to their particular problems and issues.  A successful brand will connect with your prospects, motivate your clients, and develop a loyal base.  A brand connects emotionally.  If there is not an emotional component, your brand won’t effectively connect with your market.

Because developing and creating the right brand is so important for a company’s success, we’ll often work with clients on the development of the brand, concept, style and narrative before moving forward on the PR outreach.

There are myriad ways to market your brand and establish it in the market.  But, the most effective is to utilize PR and media relations to establish your brand through the media.  By being featured on TV or in print you and your company attain the legitimacy and validation that comes from being featured as a news story.  In essence you become the news.  You can then use that media coverage in all of your other marketing strategies.  When it comes to creating a powerful brand always keep in mind the power and importance of an effective public relations outreach.

Copyright © Anthony Mora 2013

Swallow, Erica. “What’s the Value in a Brand Name.” Photo. Mashable. 5 Nov. 2010. 18 Mar 2013. <http://mashable.com/2010/11/05/value-of-brand-names/>

What Everyone Feels About Marketing… Is Wrong

Screen%20shot%202011-11-07%20at%2010.37.59%20AMEveryone feels that they shouldn’t have to market.

Everyone feels that their product or service should sell itself

Everyone feels that spending time on marketing is a waste of time that they could spend working on their business

Everyone feels that spending money on marketing is a waste of money that could be better spent elsewhere

And as all smart, successful business owners know, what everyone feels is dead wrong.

Marketing is a crucial part of a business’ growth.

Marketing is a business’ life blood.

Having a good product or service isn’t good enough

Offering value does not equal success

You need to build a bridge to your clients and/or customers and marketing and PR is that bridge.

Marketing and positioning are crucial.

Marketing can include word of mouth, advertising, PR, social media, email marketing, direct marketing,  etc.  You need to find what works for you.

But:

To succeed, you need to market.

Don‘t view marketing as an option, but as a necessity.

Embrace it.

Have fun with your public relations and marketing.

Shine a light on you and your business, so your clients can find you.

Turn your marketing into an art.

Copyright © Anthony Mora 2013

 

Preparing for the Media Interview: A Quick Drill

imagesSo the media responded to your first PR pitch.  They’re interested and you’ve landed that much sought after interview.  You’ve never been interviewed before.  You’ve never been media trained.  And you’re on tomorrow.

What now?

Don’t panic.

For starters, be you.

Do your homework.  Study the media.  Study the specific journalist who is going to interview you.

Don’t put on an act.  Make sure you stay true to who you are.  Don’t try and shift your personality for an interview.  For example, if you are basically shy and retiring, don’t try to come off like a rock star. That’s not going to work.

Your mission here is not to alter your personality, but to enhance it.

The main points to focus on are:  

Pick three main points that you want out there and practice weaving them into your answers.

Breath.  It sounds silly, but it’s not.

Sit erect, but let your body relax.

Keep your voice modulated.

Listen to the questions, don’t assume you know where the interviewer is going or try to anticipate the questions.

Give concise answers.  You don’t want to give a yes or no response, but you also don’t want to reply with a three page meandering monologue.

If you don’t know the answer to a question, it’s okay not to know something.

Also, if you don’t understand a question, it’s fine to ask the interviewer to rephrase it.  Don’t try and respond to a question you’re not sure about.

Have fun with it.

Enjoy the process.

Break a leg!

Copyright © Anthony Mora 2013

Fenn, Steve. “From left Whoopi Goldberg, Joy Behar, Sherri Shepherd, and Elizabeth Hasselbeck on the ABC Morning Show “The View” earlier this month.” Photo. 28 July 2007. 13 Mar 2013. <http://nyti.ms/HInNiz&gt;

Follow

Get every new post delivered to your Inbox.

Join 206 other followers

%d bloggers like this: