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MEDIA MOTIVATORS Issues 16 - 20
ISSUE No. 16
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
"Minds are like parachutes - they only work when they're open" Unknown
TIP: Invest in yourself. Seek new knowledge and ways of doing things.
Harnessing the Power of the Internet - How to Market Yourself
on the
Web
Writing articles for online newsletters and websites can be a low
cost, effective and powerful way of marketing yourself to new clients.
Writing for the Web is quite different from writing for other formats.
For example readers tend to scan and read light rather than print.
If you want to make the most of the opportunities the Internet
provides, here are 12 tips on writing articles for the net:
1. Turn your knowledge into articles.
Take your unique experiences and ideas as an expert in your field and
turn them into at least 10 articles. Brainstorm 10 different topics
you could confidently speak or write about based on your hard won
knowledge.
2. Start with an informal outline of the main points.
The hardest thing about writing articles for the net is getting
started! Use a blank piece of paper and a mindmap to work out key
themes and points. Add detail later.
3. Research websites.
Look for websites or e-newsletters that are content hungry and will
publish articles by others. Target sites matching your target
audience.
4. Clarify the logistics.
Contact the editor and clarify the length, style and how much
promotional material you can use in your articles. Length will vary
from 200 to 2,000 words, with between 400 and 800 words being most
common.
5. Keep it short, keep it simple and keep it active.
Remember people don't read computer screens they scan them. Keep your
writing style simple and active. Use an active rather than passive
writing style. This all starts with the subject line. When a recipient
or scanner sees your subject line, you will have their attention for
about 2 seconds. Make every second count. After the heading use short
sentences and bullet points to keep concepts simple.
See our Media NTK's (Need to Knows) section below for a definition on
active versus passive writing.
6. Use a Dictaphone or voice recognition software.
If you are really busy, use a Dictaphone or other technology to get
your thoughts down. I have found this a great way to get articles
written during those times you are traditionally not very productive.
Use a virtual assistant or ghost writer to actually write the article.
Remember it is your ideas and experience readers want, they don't care
how the ideas get from your head onto the computer screen. Focus on
high value work.
7. Provide solid, practical advice.
Avoid waffle and useless, irrelevant information. Focus on practical
tips and ideas.
8. Personalise.
Use personal stories, metaphors or examples to highlight key points.
They make intangible ideas more real.
9. Customise.
Tailor your articles for key targets - for example engineers,
scientists or accountants.
10. Timing.
Timing is everything for news and e-newsletters are no different. Use
news events or seasonal angles to make your material more relevant.
For example we had great feedback from an article on goal setting in
January because this is a great month for planning the year ahead.
11. Be proactive.
Always spend time writing articles. It is money well spent and far
more credible than advertising.
12. Use links and a provide contact details.
Always provide a link back to your website and summary details on your
background and how people can contact you.
If you want to read good examples of articles I have written for
specialist websites visit www.nationalspeakers.asn.au,
click on the
library of experts section and search for articles under my name.
Want more information on writing articles?
See Media Motivators Issue No. 11 for writing articles for Trade Magazines.
Media NTK's (Need to Knows)
Active versus passive writing. Writing style dramatically affects a
persons comprehension of words and whether they act on that
information. Active writing is 'action' writing. An example of passive
writing is 'the hat was sat on by the cat'. Passive writing is more
subtle and not as powerful as active writing. Take our cat example and
a better more active way to describe the situation is 'the cat sat on
the hat'.
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ISSUE No. 17
IN THIS ISSUE
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
"We must make Australia smarter"
The Chairman of News Corporation, Rupert Murdoch
TIP: Invest in yourself by learning new skills.
Eight Characteristics of a Powerful Personal Brand
How many times have you been at a networking function and been lost
for words when asked "what do you do"?
We all have. But do you see this as a threat or an opportunity?
Developing a Personal Branding Statement or PBS can be a powerful way
to help market yourself to prospects, clients or potential employers.
Here are 8 characteristics of a strong personal brand:
1. WOW factor. It must be memorable with high recall. Hearing it makes
people say 'WOW that's interesting ...... tell me more'.
2. 10 words or less. The fewer words the more powerful it will be.
3. Focus on benefits. The statement should address the age old
marketing question 'What's in it for me', known as the WIIFM.
4. It should reflect your values, beliefs and personal mission
in
life.
5. Saying it should give the impression of confidence and
energy.
6. Use it as a 'Teaser'. Don't tell the whole story - think of the
analogy of a newspaper, radio or TV headline encouraging the target
audience to want to find out more.
7. Positioning. Marketing is all about positioning - use it to
position and differentiate yourself in the marketplace.
8. Be flexible. Slogans, brand names and themes change over time and
in different situations. Change it to fit your market, interests and
career aspirations.
Media NTK's (Need to Knows)
Attribution. Recognising the source of a comment or quote. Attribution
by journalists in the media is essential to give credibility to a
story. Also quotable quotes in media releases must be attributed to a
spokesperson.
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ISSUE No. 19
1. 8M's Quotable Quote
2. The Insiders Guide to the Media - Tips & Advice
3. Media NTK's (Need to Knows) - A Glossary of Terms
4. 8M's Coming Events
Quotable Quote
"Not only have we won for the third time, but this is the greatest
two-party preferred swing to an incumbent government since 1966."
Prime Minister John Howard in his victory speech after winning an
historic third term in the federal election.
TIP: Use facts to make your speech more memorable and have more
impact. The media are also more likely to use "grabs" or quotes from
your speech if there is something new and tangible to back up the
story.
You Can Increase Profits Without Hurting People - by Ian
Berry, APS*
Most of us have been affected directly or indirectly by some form of
organisational restructure, down sizing, or reengineering. In my
experience almost always these are just fancy words really for getting
rid of people. Do profits improve? It seems not in the majority of
cases.
I believe we can increase profits without hurting people. Here are 7
ways :-
1) Don’t hire people in the first place who don’t fit well designed
roles along a proven customer - supplier chain where everyone’s
performance is measured against how well they meet the needs,
expectations and desires of their customers (whoever gets their work
next).
2) CO-create with your staff a workplace environment where everyone is
supported and encouraged to be their best, magnificent self. Those
happy being miserable and mediocre will soon leave of their own
accord.
3) Balance effective leadership with efficient management. This
requires understanding and action that leadership is fundamentally
about people and management fundamentally about the systems that
support people to perform consistently at their personal and team
best.
4) Ensure your job descriptions show an equal balance between the
completion of tasks and the fulfilment of relationships.
5) Have in place 270º or 360º informal and formal feedback processes
that are meaningful, easy to administer, and celebrate failure as well
as success.
6) Allow your people ample opportunities to learn both on the job and
off it. Don’t promote cleverness, rather wisdom (applied learning).
Remember competent and committed people are usually confident but not
arrogant.
7) Be a brilliant communicator and help everyone to be one. In part
this means very strong control of how information is gathered and
shared.
Information overload kills people, effective communication inspires
them.
* Ian Berry is a leading expert in the field of balancing opposites,
including life and work, leadership and management, customers and
suppliers, service and sales, individuals and teams, male and female,
profit and people. More information on Ian at www.ianberry.au.com
or
call Ian direct on 0418 - 807 898.
Media NTK's (Need to Knows)
Anecdote - A short story, usually of a personal nature, used to
illustrate a general issue. Used in the media to heighten the
emotional aspect of an issue.
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