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MEDIA MOTIVATORS Issues 56 - 60
ISSUE No. 56
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTKs (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
"Insanity: Continuing to do the same thing while expecting
different
results."
Albert Einstein
TIP: Learn new skills and break old habits to move ahead.
HOW TO CLOSE A SPEECH and MOVE PEOPLE TO ACTION
Imagine you are three quarters of the way through a speech on which your
whole future depends.
Your opening has gone extremely well.
Most of the audience are engaged and mesmerised by your message.
The audience is a sea of wide clear eyes focused on you.
Many are nodding in agreement and interacting with you.
You are confident, relaxed and in control.
Things are going well.
Then it's time to wrap up.
Suddenly everything goes wrong!
You finish your sentence and then the Q & A session is hijacked by someone
grandstanding to make their OWN point.
Others ramble on and your presentation finishes on a whimper.
Does this sound familiar?
Along with the opening 2 minutes of a speech, the final part of a speech,
known as a 'closer' is equally important.
Research shows most people remember the closing remarks most.
Nick Morgan in his book 'Working the Room' believes 'the only reason to give
a speech is to change the world'.
He's right as the essence of speech making is to move people to action.
So how can you have a closer that moves people to action?
Firstly, avoid finishing with a Q & A session because you have no control
over the questions and there is a serious risk of it being hijacked or just
petering out.
Don't summarise either. Instead get the audience to do something.
Something you want them to do as a result of hearing your speech.
Give the audience a 'call to action'.
If this is unfamiliar territory for you, model your closer on those that
have worked in the past and become part of history.
Don't try and mimic others. Work out what techniques you find effective.
To help you get started here are my Top 5 'Closers' from US history and
culture that inspire others to take action.
1. JOHN F. KENNEDY, INAUGURAL ADDRESS.
"And so, my fellow Americans, ask not what your country can do for you -
ask
what you can do for your country."
2. MARTIN LUTHER KING, Jr. "I HAVE A DREAM" SPEECH.
"Free at last, free at last, thank God Almighty, we are free at last."
3. RICHARD NIXON, "AU REVOIR" SPEECH
"But the greatness comes and you are really tested, when you take some
knocks, some disappointments, when sadness comes, because only if you have
been in the deepest valley can you ever know how magnificent it
is to be on the highest mountain."
4. EDWARD KENNEDY, WITHDRAWAL SPEECH AT THE DEMOCRATIC CONVENTION.
"For me, a few hours ago, this campaign came to an end. For all those whose
cares have been our concern, the work goes on, the cause endures, the hope
still lives and the dream shall never die."
5. HOPPERS SPEECH TO HIS GRASSHOPPER SWARM IN THE DISNEY/PIXAR
CLASSIC "A BUG'S LIFE".
"You let one ant stand up to us - then they all might stand up. Those puny
little ants outnumber us a 100 to one. And if they ever figure that out,
they're goes our way of life. It's not about food, it's about keeping those
ants in line. That's why we're going back - does anyone want to stay? Let's
ride."
You may have other more memorable calls to action. If you do, why not email
me at mailto:tom@8mmedia.com
Want help writing and crafting your next speech?
Our "Powerful and Persuasive Speechwriting" - Half-Day seminars
our held regularly as both a public workshop and as 'in house' work.
Places are strictly limited. Book here now
http://www.8mmedia.com/Speechwriting%20Seminar.htm
Media NTKs (Need to Knows)
Call to Action: A final part of a speech, media release,
article or
advertising copy that motivates and inspires the audience to take action and
act on the information or words they have just read or heard.
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ISSUE No. 57
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTKs (Need to Knows) - A Glossary of Terms
Quotable Quote
"If you tell me, I will forget it; if you show me I may remember; if you
involve me, I will understand."
Motto for the UK Centre for Management Creativity
HOW TO GUARANTEE YOUR MEDIA RELEASE MAKES AN IMPACT
So you have spent hours and hours writing, shaping and crafting your media
message.
You've worked on setting your objectives, identifying your target audience
and working out how to reach them.
Then you've spent time building your case.
Working on the features, benefits and importantly evidence and proof that
will help get your media message across.
You've laboured over every word, Reading and re-reading it many times over.
Then you hastily write the title or headline and quickly send it out because
you've run out of time.
After all your efforts - not one single call from the media?
Why? A poorly written headline will fail to attract the
attention of a reporter, journalist or editor.
Let me give you an example.
"Triple Bottom-line Community Net Benefit Decision Time for Sustainable
Economic Development Decisions Needed Says Economist"
This is an actual headline on a media release from MacroPlan Australia
published in 'The Australian' Media Section on Nov 13, 2003.
Would you want to read more if you got this on your fax machine or email
inbox?
How can you write better headlines?
Here are my Top 10 Tips:
1. KEEP IT TO 1 LINE.
More than 1 line and you are likely to loose a busy journalist who would
receive hundreds of media releases a day.
2. KEEP IT TO LESS THAN 5 WORDS.
Remember with headlines, 'less is more'.
3. EDIT FOR BREVITY
You probably won't achieve points 1 and 2 on the first go. Rewrite and edit
every time.
4. DON'T TRY AND BE TOO SMART.
Writing headlines for the print medium is a real art form. Leave it to those
who make a living out of it - namely newspaper subeditors. Remember
newspaper headlines have to sell papers, your headline has to engage one
reader - a cynical journalist or editor with a 'so what, who cares'
attitude.
5. KEEP TO THE ESSENCE OF WHAT THE STORY IS ABOUT.
The headline should summarise the story.
6. USE A BIGGER FONT SIZE THAN THE REST OF THE RELEASE.
Don't go smaller than size 12 for the main body of the text and use size 14
or 16 font or bigger for your headline or title.
7. USE THE SAME FONT STYLE AS YOUR TEXT.
Never change font styles in a release. Times New Roman is the most accepted
and professional.
8. USE BOLD TO MAKE IT STAND OUT.
9. CENTRE IT IN THE MIDDLE OF THE PAGE.
10. ALWAYS SPELL CHECK AND DOUBLE CHECK FOR TYPOS.
Nothing harms your credibility more than a typo in the headline!
Want to know more on writing news releases that get used by the media?
Our "Writing & Pitching Winning Media Releases" seminars are very
popular.
Places are strictly limited. Book here now
http://www.8mmedia.com/Writing%20Pitching%20Releases%20Seminar.htm
NEW - Listen and see what others say about this seminar
http://easylink.streamace.com/8media/media.wmv
Media NTKs (Need to Knows)
Autocutie: An attractive newsreader.
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ISSUE No. 58
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTKs (Need to Knows) - A Glossary of Terms
Quotable Quote
"Do what you can, with what you have, where you are."
Theodore Roosevelt
TIP: Make the most of life.
5 WAYS TO MAKE THIS YEAR END HOLIDAY YOUR MOST
RELAXING AND STRESS FREE BREAK OF THE YEAR.
For many people the end of a year is a time of increased stress.
Instead of relaxing and unwinding from a busy year, the pressures of buying
gifts, travelling or spending time with long lost relatives makes it a
difficult time.
In our household for example, my 4 year-old daughter's excitement levels
have been taken to new highs by performing in front of 800 people as a
'teddy bear' in her first ever ballet concert.
Loaded on top of this was her Kindergarten show, this time performing the
role of an 'angel' in a Nativity Play, and counting down the days to our
four-week trip to Tasmania.
Just yesterday, she woke at 5.15 am and started packing her bags to go. I
smiled when she told me she had packed 8 videos for the trip!
Now I'm really looking forward to our holiday and spending time at Freycinet
Lodge on the Island's east-coast, feeling the crunch of pristine white sand
under my feet at Wineglass Bay, watching the sun set over the pink granite
outcrops of 'The Hazards' and tasting the fresh salty tang of
locally grown pacific oysters.
But it won't be easy getting ready, packing and then travelling for 12 hours
with full luggage and 2 children under 5 years old.
Add to this the fact we're staying with relatives. So what is the solution?
Here are my Top 5 Ways to make End of Year Holidays a relaxing and stress
free time.
1. CLARIFY AND SHARE EXPECTATIONS.
Be aware of the extra pressure on families at this time of the year. Clarify
with family members what each individual wants from the break. For me, it
may be reading all those business books I didn't get time for during the
year. I know for my wife, it is getting extra help looking after the
children and spending time together as a family. How can both these needs be
met? Use these three questions to clarify the needs and wants of others at
this busy time. What do you want? What do you dread? What will put a smile
on your face?
2. PLAN, MONITOR AND BE REALISTIC ABOUT YOUR BUDGET.
Money issues can be a big source of conflict at the end of the year. It is
meant to be a time for gift giving and sharing but it can get out of hand.
Set a budget for gifts, entertainment and food. Stick to the budget and
monitor it regularly so you don't overspend.
3. DELEGATE RESPONSIBILITY AND SHARE TASKS.
You can't do everything all of the time. Many people strive for perfection
at the end of the year because of the many positive and festive images
portrayed by the media. Be realistic and work out what you can and can't
achieve. Ask for and get help. Be prepared to give up some control to share
the load.
4. COMMUNICATE YOUR FEELINGS.
The end of the year, and in Western cultures Christmas, is an emotional
time. Share your feelings of joy with others. If you're feeling stressed,
let others know how you feel and ask for support.
5. KEEP UP YOUR REGULAR ROUTINE.
Keep doing the things you have enjoyed doing during the year, like exercise
and eating well. Take time out for yourself and your family.
Thank you for your support during 2003 and have a safe and prosperous
Christmas and New Year.
As special gift to our 5,000 subscribers from 15 different countries,
please click here http://www.8mmedia.com/2004.pdf
.
This will help you achieve more in 2004. Please share with a friend.
Media NTKs (Need to Knows)
Product Placement: This advertising technique has been around since the
early radio and TV shows. They were called 'soaps' because they were funded
by soap companies. These days product placement is big business and US
estimates suggest the product placement industry in movies alone is worth
A$488 million a year. It has been taken to a new level with the current wave
of reality and talent quest shows such as Big Brother, Australian Idol and
The Block with TV executives seeking to expand advertising revenues beyond
the 13 minutes per hour allowed by regulators.
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ISSUE No. 59
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTKs (Need to Knows) - A Glossary of Terms
Quotable Quote
TIP:
Media NTK's (Need to Knows)
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ISSUE No. 60
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTKs (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
TIP:
Media NTK's (Need to Knows)
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