You’re Going to Make Money This Year

moneyFrom guest blogger, Ann Convery: You’re Going to Make Money This Year

Want to make it easy?

For starters,

If your Brilliant Inner Coach is running your business…

Fire him or her! Now.

You could be running your business like an artist. That makes your income wobble.

This is the single biggest mistake brilliantly talented coaches and  trainers make every day that keeps them frustrated and struggling.

Hire your Inner CEO and begin to attract the steady business you crave.

I have personally watched brilliantly talented coaches discover their Inner CEO.

What happens? 6-figure incomes. 35-40 hour weeks.

I want you to hear my 5 surprising keys to bring in a flood of clients and customers, week after week…

So you never have to worry about where your next client is coming from — again.

Join me Thursday, January 30th, at 2:00 PST, / 4:00pm CST / 5:00pm EST

For a webinar called:

5 Keys to A Strong and Sexy Income

Sign up and save your seat here:
http://www.StrongNSexyIncome.com

Want the surprising secrets to a strong and sexy income?

Join us and discover:

  • 3 Keys to Let Your Inner CEO out of the Closet So Your Income Can Begin to Soar
  • Stop the #1 Mindset Mistake So You Can Build an Empire, Not a Practice
  • 3 Mind-Blowingly Simple Secrets to Get a Flood of New Prospects, Week after Week
  • The Khumbu Jump: How to Go from $250/Hr to $1K/Hr Without Choking
  • The Everest Effect – 2 Secrets That Will Show You the Straight Path to a 300k Business

Save your seat now.
http://www.StrongNSexyIncome.com

This call is free, so please feel free to bring a friend.

Get the keys that can cause a steady business explosion.

I’ve seen it happen again and again.

And now it’s time it happened to you.

See you on the call!

Copyright © Ann Convery 2014

If You Can’t Open, You Can’t Close — from Guest Blogger, Ann Convery

closedthesale11-20-13Dan was hurting for clients.

A terrific business consultant, Dan’s work impressed
people.

But too many of them “disappeared”
somewhere before or after the sales conversation.

Dan read books on closing, he took courses
on closing, he even practiced closing with his
wife until his wife told him “Enough already!”

Dan memorized the classic closes, such as the “Tie Down,” the “Ridiculous,” and the “Takeaway.”

But too many clients were still melting away.

What was wrong?

Dan wasn’t setting up the close.   At all.

Why?

Dan didn’t know that the sale begins at “Hello.”

If you can’t open, you can’t close –
as much and as often as you’d like.

When Dan met prospective clients, he’d say:

“I work with small business owners up to
$25Million to eliminate overwhelm, straighten out
their distribution and cash flow, and increase their business.”

His posts and articles were educational,
with no stories so prospects could relate.

Dan was talking all about himself and his service.

  1. Dan did not realize that his prospects didn’t care about Dan, they cared about what Dan could do for them.
  2. He was not monetizing his service for them, so they did not instantly “see” how much money he could make them.
  3. He was not showing them a huge Before-and-After gap that would impress them with his expertise.
  4. He was not putting his results into stories – the ultimate sales tool.
  5. Dan talked too much –thus shutting off any anticipation, curiosity, intrigue, and anxiety that maybe Dan had tricks up his sleeve his prospects didn’t know about.
  6. Dan did nothing to arouse feelings in his prospects, and feelings are the only way the Old Brain (the real buyer) will become interested, and the only way prospects will want “more.”

Dan was not creating desire, anticipation, and leaving his
audience hungry for more – which is the heart of superb sales.

The sale begins at “hello.”

Dan said, “I give a great service.  Why do I have to sell people?
Why can’t they just read my articles and testimonials?”

Because they’re too busy.
Because it’s a buyer’s market.
Because you have to seduce your buyer – from the word Go.

After we worked together, the light bulb went on.

Dan began to talk in the language his prospects wanted to hear.

He finally used stories:

“When I met Mark, he was working 12-hour days, struggling to
meet payroll, and too busy to grow.  Six months later he brought
in over two million, and took his family to Italy for 2 weeks.”

His clients began to feel their own pain in his stories.

And they began to see their salvation in his results.

Dan created a whole series of stories to use in order to heighten the
interest, curiosity, desire and anxiety for what he did.

He stopped taking too much.

He began to “romance” his prospects, feeding them
tantalizing bits of information in conversations and emails
that aroused their interest to a fever pitch.

By the time the sales conversation came around, there
was no need to “close.”

It had already happened.

Dan increased his signing rate by 50% and he’s still
climbing.

And he no longer worries about the close.

Copyright © Anthony Mora Communications 2013

 

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

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

From Guest Blogger, Ann Convery: Want the Real Secrets of a Super Star? Ask Will Smith

FILM Smith 1Hi ,

Years ago, Will Smith was doing OK
as a rising TV star and movie actor.

But he was dead clear about his goal:
he wanted to be the biggest movie
star in the world.

So he and his manager studied
the 10 top-grossing movies of all time.

10 out of 10 had special effects.
9 out of 10 had special effects with creatures.
8 out of 10 had special effects with creatures and a love story.

They found the sweet spot in the market.

So they found a special effects script
with creatures and a love story.

Matthew Perry dropped out of
“Independence Day” at the last minute,
and Smith was in.

It was the highest grossing movie of 1996.

“Men in Black” didn’t do too badly either.

By age 44, Will Smith had accrued $4.4 Billion
in box office receipts.

What does this mean for you?

Will Smith’s success is no accident.
He studied the market and
made it happen.

Will Smith, and it might surprise you,
Elton John, Paul McCartney, and Mick Jagger
plotted their rise to the top.

If you want to go from where you are
to the top of your field, take this little test:

Have you actually studied your rise to the top?

Do you have a juicy, mouth-watering vision,
in living color, of what life will be like when you
get there?

Do you know what the sweet spot is
in your market?

Do you know what your market craves
and can’t get enough of?

Do you know what draws people to you and makes them
want you, you, you?

Do you know how to create that?

Think Will Smith. Bruce Willis. Tom Cruise.

Their star power is not an “accident of birth.”

Smith studied every actor, like Don Cheadle,
who came on “Fresh Prince” to learn the
secrets of what made them good.

Do you study the stars in your market
to see what makes them stand out?

Do you know how your market sees you now?

Do you know how to reposition
yourself for amazing success?

Do you have a mentor who can take
you there?

And by the way, you need that
juicy, mouth-watering vision from
the top right now.

Research proves that without a
crystal clear picture of your success,
you’ll never believe you can get there.

So you won’t have the motivation
to get going.

So you stay where you are.

Success is not fairy dust.

It’s more than hard work.

It’s a series of deliberate, planned, calculated,
shrewd moves.

If you answered “yes” to 8 out of
10 questions…

World – Stand back!

You’re on your way.

And..

There’s 1 spot left in the Private Accelerator
Program for entrepreneurs who are hell-bent
on reaching the top.

If this is you, and you’ve got butterflies
just thinking about it –
Good sign.

Send a quick email to annc@annconvery.com with “Ann, I’m interested” in the subject line.I
I’ll send you a one-page application so we can see if you’re a good fit for this high-octane ride.

Copyright © Ann Convery 2012

McMullen, Marion. “The Secret of Will Smith’s Success.” Photo. Coventry Telegraph12 Jun 2012. 27 Mar 2013. <http://blogs.coventrytelegraph.net/passtheremote/2012/06/the-secret-of-will-smiths-succ.html&gt;

Marketing Lies From Guest Blogger, Howie Jacobson

When you think about it, isn’t marketing usually a more or less blunt way of telling your prospect that they need to change?

That something about their life isn’t optimal, and you know what it is and how to fix it?

If you’re clever, and strategic, and smooth, you can hide that basic orientation under lots of fancy language and cool tactics.

You can give away white papers and webinars to build trust and inspire the need for reciprocity, rather than go for the hard sell.

You can empathize with their problem first, tell them that they deserve better second, and make an offer third.

But if your basic orientation is that they need to change – that they aren’t fine just the way they are – that attitude will leak into all your well-meaning marketing techniques.

I know this, because I’ve caught myself doing it for years.

Hiding my basic attitude of “I know better than you what you need” behind lots of generous words and gestures.

And people can feel it. Maybe you’ve felt it. From me. From other marketers. From your co-workers. Friends. Family members.

Hell, we all do it.

True empathic witnessing – seeing and affirming another person without agenda or judgment – is as rare as October hurricanes in New Jersey. Oh wait, I need a new metaphor…

And when you think about it, if you really want someone to change, the best approach is to NOT want them to change. To accept and appreciate and celebrate them for who they are at this moment.

Because people make positive changes most often from a place of self-love, not self-loathing.

So my challenge to you – and to myself – is to use our power of empathic understanding not to manipulate and cajole, but to see and reflect a brave human soul still standing, whatever battle is raging.

To connect, to confirm, and to celebrate.

And then to invite our prospect to take a small step with us, as an equal partner, not damaged goods.

If you agree that it’s no fun being told you need to change, then this approach is simply the marketing version of The Golden Rule.

YES!!! Comments welcome!

Thanks for listening!

For more info, check out these spots:

askhowie.com/

annconvery.com/

anthonymora.com

Copyright © Howie Jacobson 2012

How to Figure out what Marketing Is Right For You

Mashable’s definition of Marketing is a great place to start thinking about your own company’s marketing mix:

How do you decide what marketing direction is the best for you?  That’s not necessarily an easy question to answer.  You need to know your company, your product or service, your target market and the direction you want your company to go.  Begin by writing out a marketing plan.  Initially have fun with it play with it, then start to hone it down.  Start with a list of questions and then fill in the answers.  But do it a few times and set it up so your answers can’t always be the same as the previous responses.  Look at your company and your business from a number of angles.

Do you need to:

  • drive sales?
  • find new clients?
  • build your brand?
  • reach a new target market?

PR and media relations can achieve a number of goals, but before launching a campaign, you need to define exactly what your specific goals are.  Once you have your marketing objective list, your next step is to review your marketing budget.  How much can you realistically spend to achieve your marketing goals?  Your budget is going to help define your approach.  If you have thousands that you can dedicate to marketing each month you have different options than if you have a couple of hundred or less to put towards your marketing efforts.

If you have a finite marketing budget, your first focus should be on establishing an online presence, by building an easy to read, informational website that speaks to your clients’ needs.  The Internet offers you a way to position yourself and your company online without breaking the bank, but simply having a presence on the Internet does not mean anyone is going to see it.  You need to drive visitors to your site.  This is when a social media outreach program, article marketing program and a blog can help.

But back to the PR question, although your budget will dictate how you’re going to implement your marketing campaign, your budget, or lack of it, does not need to stop you from utilizing media relations.  Draw up a campaign blueprint.  Then move forward.  Don’t waste valuable marketing time trying to figure out if you should launch a PR campaign, focus on how.  It is the one form of marketing that reaches your target market, offers you validation, credibility and establishes you as an expert in your field.  Define your needs, your objectives, your budget, the most appropriate approach and move forward.  The worst decision you can make is to do no marketing.  That’s a sure way to go nowhere fast.

Copyright © Anthony Mora 2012

Marketing. Mashable. Retrieved May 24, 2012. http://mashable.com/follow/topics/marketing/page/2/

Cold Calling in Reverse: A Unique Approach to Signing Clients & Selling Products

You know what it’s like, you have your list (which you’ve either put together on your own- spending a lot of your time, or you’ve purchased one, spending a lot of your money) and you’ve practiced your pitch.  Now it’s time to pick up the phone and start making the calls.  Off you go trolling for clients, hoping to turn a cold call into a warm prospect into a paying client or customer.  It’s not easy.  It’s actually one of the toughest parts of business.  Keeping the pipeline filled with warm prospects is never an easy task, and cold calling is only one approach.  What if there was a way to get prospective clients to call or email you?  A dream?  Nope, it’s possible.

Media relations is a unique form of marketing. Unlike advertising or direct marketing, with public relations you can’t pick and choose specific outlets and dates that your story or segment will run – that is the challenge of PR. Yet, on the other hand, when a news story does run on you or your business, you are positioned in a unique and powerful way. A feature in a magazine or newspaper or a segment on TV or radio positions you as an expert and positions your company or product as a news story. That type of coverage offers you validation and credibility that no amount of advertising can buy. With PR you reach your target market and build your brand via the media.

Now combine traditional public relations with a social media approach. The lines between traditional PR and social media are blurring.  Land a story in a traditional magazine or newspaper and chances are that media outlet will have an online presence.  With that one move you’re suddenly edging closer to the social media world.  All you need to do is tweet the link or post it on Facebook and there you go, a traditional media campaign has now melded with a social media campaign. On the other hand, an interesting social media campaign can grab the attention of a magazine, newspaper or TV show and a social media phenomenon can become a mainstream news story.  It’s a two way highway and one that if worked well, can be an amazingly effective approach.

Marketing-wise, social media is opening new worlds of possibilities.  By combining your social media strategy with a traditional PR campaign you can create a powerful two-pronged approach which results in more followers, more buzz, more customers and more business. Also social media is a great example of how people can create conversion through conversation. It is also an avenue that can be used to transform public relations into personal relationships in order to build and grow a brand and a business.

The best part of this blended approach to marketing is that instead of you making cold calls to interest prospects, suddenly the phone rings and emails show up from prospects wanting to talk to you.  That’s always a nice conversation.

Copyright © Anthony Mora 2012

The following is a guest blog by Ann Convery. Ann is offering an amazing free telecall tomorrow:

Don’t Talk About The Features Of Your Service — They Scare Away Your Prospects

By Ann Convery

So this is the deal…. let me tell you about Joanne. She’s one of the smartest people I know when it comes to grabbing people’s attention. She was a business strategist and a good copywriter, and she knew her stuff backwards and forwards. If she got into a private discussion with you she’d solve your problems like that. But when she got in front of a prospect, and there was a whiff of a sale in the air, (little laugh) she started babbling, and it was driving her nuts. She was watching people walk away. And she was at the point of abandoning her business, in fact her husband was pushing her to let it go, and find a job. And here=s how we turned it around for Joanne and this is the same thing that will turn it around for you.

Because Joanne was a great coach, she was a great teacher. And I know a lot of you are good teachers. And teachers tend to stay teach way before they should – like, talk about how great the features of their service or programs are to people they’ve just met.

And Joanne was scared of being salesy, so she retreated into her comfort zone, teaching. She’d say, I’m not only an MBA, I’m a certified NLP practitioner, so when I coach with people I’m able to get into what’s blocking them immediately, and remove the blocks so they go much faster. In fact we do that on the first session. And because I do laser-coaching on unconscious blocks, , my clients get a global vision of their business in the first session, blah blah blah blah blah blah… these are features.

Here Joanne was telling everyone she met how much she could give them, and there is nothing that turns off a prospect faster than features. And the biggest mistake people make is that they use adjectives to make their features sound really cool. Too many adjectives — can actually kill a sale. Joanne ended up several times in tears in the ladies’ room at networking events.

And she realized that all her emails were stuffed with features, which is why she had such a poor open rate. So we actually put a sign on her desk and in her purse that said “No Features.” The only thing she talked about was results. She said, “Clients come to me when their backs are against the wall. Like Tom. By the time he called me, they’d turned off his light bill and he hadn’t had a client in three months. 60 days later, he had 4 new clients, 6 good prospects, and his monthly income had gone from 0 to 16,000.”

She realized what most of us just don’t realize about features—and it sounds stupid, but they’re an addiction, and they’re dangerous. They’re so comfortable, especially for teachers. And they’re like a huge brick wall between you and the clients who really want to work with you. Why are they so dangerous? They’re dangerous because block feeling. 

When you talk about features, you’re asking your clients to think. And they do. But they don’t feel. And if your audience doesn’t feel, nothing happens. No sale happens, no signing happens. Nothing moves. And that’s why it’s so mysterious, that’s why it’s so painful, and that’s why you can’t put your finger on it. People keep asking you – “What do you do?” How do you do that?

And so you tell them. And it’s like handing chocolate to a chocoholic; the addiction kicks in.

“Ooooh, this feels so good, I’m talking about my best features. I’m talking about those degrees I worked so hard to get.” And they disappear. Your audience disappears. Features are such an innocent, tragic mistake that can keep you from thousands of dollars that are just outside your door, they’re waiting. And you’re turning them off.

And it doesn’t have to be that way. You don’t have to suffer and neither does your income. Just take the features out of your conversation, and out of most of your copy. And talk about your results instead.

Copyright © Ann Convery 2012

 
 

Crafting A Successful PR Pitch

The primary focus of a public relations campaign needs to be meeting the media’s needs.  If you don’t accomplish that, you’re missing the mark.  Meet the media’s needs and you’ll meet yours.  As I’ve stated in other articles, leading with statistics can be an effective approach.  Let’s say you’re a health care worker that deals with chronic pain.  Or you produce a supplement that helps relieve pain; you can lead with the fact that chronic pain affects approximately 25 percent of the U.S. population and three-fifths of adults 65 or older.  Find some studies and statistics that you can quote that illustrate that the story you’re pitching does indeed affect a large number of people.

Numbers and statistics help give a PR pitch gravitas.  Also never forget that the media is interested in their own type of statistics; they’re interested in the number of viewers, readers or listeners that will be interested in this story.  So the more you can assure them that this is a story that not only affects, but will also interest a large target market, the better your chances of landing a story.  Once you’ve used your statistics to narrow down your specific pitch, you can then take a reverse course and broaden your pitch.  For example if you use statistics to show how pain affects older Americans, after making that point, you can then add a sentence stating that this type of pain does not only strike seniors, but a wide range of people, from professional athletes and weekend jocks to those who suffer with fibromyalgia and arthritis, who deal with bouts of acute and chronic pain.

Use statistics to give your pitches credibility.  For example, if you’re pitching a story about complementary medicine, look online for stats regarding how popular alternative and complementary medicine has become.  Then, depending on the specific angle of the story you’re pitching, you can use those statistics to illustrate why your story idea is both important and timely.  Now use those statistics in your press releases and pitches.

After making a specific pitch, close with other topics and angles that you can address.  Include a short (very short) bio listing your expertise and qualifications and that you can also address such topics as (fill in the blank).  That way if your particular pitch doesn’t work for an editor or producer, they can see that there are other topics that you can address.

Using statistics, numbers and figures can help anchor a pitch and a story, but don’t rely on stats alone; the main part of your pitch needs to be compelling and newsworthy.  So, when launching a media relations campaign, keep the media’s needs in mind; first develop your pitch and then look for stats that help give your story idea credence.

Copyright © Anthony Mora 2011

Learning the PR Mindset

Launching and sustaining a public relations campaign is an ongoing process.  In the PR world, you are continually refining and modifying your approach, pitches, story ideas, and media lists.  If a basic pitch is working, you want to stay with it for a bit.  One mistake I’ve seen companies make is that they try to continually send out new pitches and releases simply for the sake of getting new information out to the media. This mindset of continually writing press releases that aren’t newsworthy in order to keep new information flowing, is a dangerous one.   Yes you want to offer the media new angles, pitches and media hooks, but you don’t want to send out new information unless it’s truly warranted.

Monitor how your media pitches and press releases are being received.  If a pitch you sent out six weeks ago is gaining traction and garnering media coverage, stay with that story.  Work it; develop it; use the media coverage you’re now landing to garner more media coverage.  Don’t shift your focus simply because your calendar says it’s time for a new media release.  Truth is that media relations is more of an art than a science (which drives most left brainers crazy).  If you try to simply set up a mechanical or statistical PR gameplan and allow that to dictate the campaign, you’re in trouble

As with the media itself an effective public relations campaign is fluid.  It is both proactive and reactive. If a national story breaks and you can tie your story to it, you need to be able to react, move quickly and change your approach.  If, on the other hand, a pitch is working and gaining traction, you want to stay with it, work it and keep it moving.  Media relations can be difficult for those who need to follow a specific course set-in-stone approach.  It is an ever changing, continually evolving practice.

Begin by creating a list of objectives that you want to achieve before launching a media relations campaign.  Now come up with a list of story angles and media pitches that you can use.   When it comes to PR brainstorming, your goal is to create a list of the most important story ideas including: new business concepts, the unique value you offer, important information you can give, and anecdotal stories.  Part of that process is to give some thought to how and why you can be presented as an expert in your overall field.

Initially you want to come up with your story ideas and media pitches, followed by your target media lists.  Create specific objectives, but allow the campaign the ability to shift and change course.  Developing an effective PR strategy is not unlike creating an effective sports gameplan.  You develop a strategy and draw up specific plays, but you also allow yourself the ability to act and react depending on what comes at you. There is an intuitive aspect to the PR process that has to allow for action and reaction.  You want to set up a specific target and gameplan, but you need to be able to shift and alter your plan as needed.

Copyright © Anthony Mora 2011

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