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MEDIA MOTIVATORS Issues 31 - 35
ISSUE No. 31
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
Quotable Quote
"Does every single marketing effort you create encourage a learning
relationship with your customers?"
Seth Godin, Author of 'Permission Marketing: Turning strangers into
friends, and friends into customers'
TIP: Build long-term relationships with leads, prospects and
customers.
THE SEVEN DEADLY SINS OF WEB MARKETING
The Internet and email can be fantastic for business.
But misusing this new form of marketing, communication and business
development is very, very easy.
Too much hype, a reliance on jargon and just badly written messages
are all mistakes web marketing novices make.
So what are the Seven Deadly Sins to avoid when Internet or email
marketing? Here are some common traps:
1. Email is so easy! I've been told repeat business is the way to go,
so I will just keep on repeating and sending my email marketing ....
again ... and again ... and again ....
2. Email is so efficient! I've already spent thousands on my colour
brochures, getting that perfect design, I'll just turn my marketing
materials into a PDF document, attach it to the email and away we go.
3. Everyone has email! Everyone is online, so I will assume they
just want to hear from me. And if they don't want to hear from me, I
will make it as hard as possible for them to get off my email list
in the future. Once they have heard from me ... I assume they will
always want to hear from me.
4. Email is so much fun! I just want to tell the world about what I've
been up to, my views on issues, my social life, I just really want
to talk about ME. I don't care that I don't seek to understand other
people's problems so I can provide a solution, I just want to get
MY message out.
5. I can cut and paste. It's so easy to keep on recycling my old
material from previous electronic newsletters. I just don't have time
to write new and fresh content that is relevant.
6. Email is all I need. I can conquer the world from my PC. Being
online is the only strategy that works and I don't care about other
ways to market my products or services.
7. I can cut through the clutter. Everyone will want to read my email,
that's why I put all the good material in the middle and don't worry
about writing creative subject lines that grab people's attention and
encourage them to open the main body of the email.
Media NTK's (Need to Knows)
Cut and Paste: To cut and copy an object, graphic, audio or video from
one source (an original, copy, buffer or clipboard) to another source
(edited version or file).
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ISSUE No. 32
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
Quotable Quote
"Our prices are competitive, but our service is priceless"
John McNaught, Managing Director McNaught's Grain & Fertilizers
who shared this with me at the Australian Fertiliser Services
Association's Conference Dinner in Wagga Wagga. Thank you John.
TIP: Its that old saying - businesses are built on service.
TEN TIPS ON TALKING TO TV REPORTERS
So you have been able to get the media interested in your event, media
release or story.
Or you are managing an issue or crisis and they have rung requesting
an interview.
Do you go straight ahead, agree to an interview and go in cold?
Or do you spend some time preparing so you can make the most of the
media opportunity?
Here are 10 questions you should ask the TV reporter prior to agreeing
to be interviewed.
This will help you perform at your best and make the most of the media
opportunity.
So you've got the call, what questions do YOU ask the journalist?
1. Get the journalist to identify who they are. Establishing a rapport
with the person and knowing their name is vital. Write it down
somewhere so you can recall it easily and remember the name prior to
the interview. After the interview ask for a business card and add it
to your media contact file.
2. What TV station they are from? This will help put the interview in
context.
3. What program they reporting for?. Is it news, current affairs or a
lifestyle program? Again, this will help determine the style and
context of interview.
4. What is their deadline? The electronic media operates in a high
pressure environment where seconds make a huge difference. If you know
what the deadline is, you can get an understanding of the immediacy of
the story. This will provide direction on whether the story will be
broadcast on tonight's news or the call is just for background and
research with no immediate deadline.
5. Will it be recorded or live? Recorded interviews allow for editing.
Live interviews have added pressures because there's no room for
mistakes.
6. Will the interview be in the studio or in the field? Studios tend
to be very sterile, controlled and intimidating environments while a
field interview can provide context for the story. If you can control
the background visuals for the interview on your turf, with a company
logo or product, this will help maximise free branding and promotional
opportunities.
7. What is the news angle? Hearing what the story is directly from the
journalist will help provide direction and give you an opportunity to
prepare suitable answers.
8. Who else are they interviewing? Again, this will put the interview
in context and help provide background. This type of information is
vital when preparing a response or key messages.
9. Who is the target audience for the interview or program? The more
you understand who will be watching the interview the more targeted
your message can be to that audience.
10. What are the logistics - when, where and at what time will the
interview be conducted? Being organised, prepared and as stress free
as possible is essential for any TV interview. Allow plenty of time
and be organised so you can perform at your best.
Media NTK's (Need to Knows)
Open Ended Questions: Are used by the media to get the best possible
answer from interviews. They allow talent to answer the question in
detail and prevent short and in many cases unusable "yes" or
"no"
answers.
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ISSUE No. 33
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
Quotable Quote
"Shoot for the moon, even if you miss you'll land among the stars"
Quote at the end of an email from a staff member at the University of
Notre Dame
TIP: This reminded me of my father who always encouraged us to be the
best we could be.
In this edition, I just wanted to quote from Maggie Dent of
Esteem
Plus in Albany, Western Australia who gave me permission to use this
fabulous piece about how important fathers are in all of our lives.
Sometimes
Sometimes on our journey through life
we meet people who leave footprints on our mind
- they challenge us to see things differently
and to question our personal reality.
Sometimes on our journey through life
we meet people who leave footprints on our heart
- they create a safe place for us
to open our hearts to feel loved and special.
Then sometimes on our journey through life
we meet people who leave footprints on our souls
- they share themselves with us so profoundly
that they touch the very essence of who we are
in that secret quiet place.
Your father has left gentle footprints on your mind,
your heart and your soul deeply and profoundly
- he has shaped the person you have become.
May you always remember the beauty of his love,
his wisdom and the sacred way he touched your life.
Thanks, Maggie for your piece. You can contact her at
http://www.esteemplus.com
My father made a major impact on people's lives and his life's work is
found at the National Library. Visit
http://www.nla.gov.au/ms/findaids/9304.html
Media NTK's (Need to Knows)
Decisive moment: Made famous by the French photographer Henri
Cartier-Bresson who had the uncanny knack of capturing the moment when
destiny appeared to be bringing highly photogenic elements together.
Can be applied to both video and traditional photography.
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ISSUE No. 34
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
"The worst thing you can do is wear egg, and I look good in yellow!"
Vicki Brown, Tambellup Telecentre and self-described 'Community
Optimist' who shared this with me at the WA Telecentre Conference at
the Vines. Thank you Vicki.
TIP: Always remain positive
THE SEVEN DEADLY SINS OF SELLING
What is Marketing?
Many organisations and businesses have a perception that marketing
means advertising and promotion of their product or service. They
believe being good at marketing is producing a colourful glossy
brochure and having an expensive advertisement in the local newspaper,
on the radio or on television.
In today's competitive and unregulated business environment, basic
marketing skills are vital to the future of running a successful
business.
Marketing helps provide a competitive advantage for many
businesses. If you believe marketing is just about selling or
promotions, you're only partly right. Marketing is much more.
"Marketing is what you do to ultimately get or keep a customer - it is
about positioning and having a process. Marketing is entering a new
paradigm, which means structuring every activity within your business
to meet the needs of your customer. It is about focusing every aspect
of your operation to include a marketing function. It is also about
understanding marketing strategies, the tools of marketing and the
language of marketing. (Source: How to Turn Your Big Marketing Idea
into a Competitive Advantage by Thomas Murrell
http://www.8mmedia.com/Marketing%20Manual.htm)
Ideas, creativity and the ability of turning these into practical
strategies will become the hallmark of successful businesses in the
new millennium. Leading organisations will tailor all of their
activities around these concepts to create a culture where ideas,
innovation and a can-do marketing attitude are fostered.
Successful companies take a marketing approach rather than selling.
The Seven Deadly Sins of Selling.
1. Selling rather than Marketing
Selling revolves around the acquisition of profit through volume of
sales. Marketing identifies the needs of the customers in order to
generate profits through satisfying their needs.
2. Not Believing in Yourself, Your Product or Your Service
You have to strongly believe in your product or service for it to
succeed. How many people give up on their idea because of fear of
failure, fear of rejection, fear of being different, fear of doing the
wrong thing or even fear of success?
3. Not Enough Resources
Many people tell me they don't have enough resources, for example
money, glossy brochures or a large enough marketing budget. I argue,
how many resources does it take to write an idea down on a piece of
paper and set some goals and strategies? In our very busy lives I'm
not arguing that you do more. I believe a solution is to cut something
out! If you watched 1 hour less of television a week that would give
you 52 hours! What could you achieve with this time?
4. Doesn't Meet a Market Need
This is a fundamental principle of marketing. It is imperative that
your product or service corresponds to your customers needs in order
to increase sales and maximise profits. NASA in the USA spent $1
million in research and development producing a ballpoint pen that
works in zero gravity. The Russians gave their cosmonauts pencils!
5. Failure to Network
This is a key principle in all business operations. Networking is a
vital skill to possess and any opportunity to network should be viewed
as a potential to gain new customers, turn leads into advocates and
increase repeat business for your products or services. Marketing is
also based on the 5th P - people. People form relationships and
relationships are built by networking.
6. Not building a Personal Brand
It is essential in today's cut-throat business environment that your
product or service stands out in the crowd. The most effective way to
achieve this is by building customer loyalty around the branding of
your names and symbols associated with your product or service. It is
the brand and the marketing processes around the brand that are the
assets of new companies in this information age. Dick Smith is a
master at building a multi-million dollar business around his personal
brand. How can you capitalise on your brand name?
7. Trying too Hard Without a System
Without a well-designed and precisely researched marketing strategy,
you will not have a clear focus on what you are trying to achieve. It
is imperative that when establishing your marketing strategy that you
clearly define your plan, mission, and target markets needs, set
achievable goals and identify your organisations strengths to enable
working towards achieving the objectives you have set out. It is also
essential that you constantly evaluate and review your marketing
strategy to ensure that it is still on track with your original
strategy and to update it if it is required. A well maintained
database is a goldmine to any business generating leads, prospects and
repeat business. Efficient marketing systems are essential to any
successful venture.
Media NTK's (Need to Knows)
Mailing List: A list of e-mail addresses identified by a single name,
such as mail-list@mediamotivators.com.
When an e-mail message is sent
to the mailing list name, it is automatically forwarded to all the
addresses in the list. An essential part of any email marketing
strategy.
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ISSUE No. 35
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
"I told their stories again and again to every GE audience
at every
opportunity. For the next 20 years, I used that same story-telling technique
to get ideas transferred across the company. Slowly, people started
listening."
Jack Welch, CEO, General Electric, pg 104 in "Jack: What I've Learned
Leading a Great Company and Great People", 2001, Hodder Headline, London.
TIP: Use personal stories to make your speeches more powerful.
PS: Jack Welch's book is a great read for anyone interested in business
success. Available from bookstores for $35.00.
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THE TEN ESSENTIAL TIPS ON WRITING A POWERFUL AND PERSUASIVE
PRESENTATION
Have you ever had to give a speech?
Do you remember that feeling. A knot in the stomach, sweaty palms
and a panic attack!
Not a very pleasant experience. And yet, I'm sure your speech was a success
because 90 % of a typical audience want the speaker to succeed.
Yet according to the Book of Lists, speaking in public is one of our
greatest fears.
Much of this anxiety is due to a lack of confidence in writing and
preparing a speech rather than in the delivery.
Giving a presentation can be a great way to build your business, influence
public opinion or kick-start your career.
It is an excellent way to stand out from the crowd and make a real
difference in people's lives.
What are the secrets of writing a powerful and persuasive speech for
any occasion?
Here are 10 tips for turning a good speech into a great one!
1. Have a plan and set some objectives & outcomes.
There is nothing worse than not knowing what you want to achieve. Do you
want to educate the audience, inform, inspire, motivate or touch their
emotions. Before anything work out what you want to achieve.
2. Have a formal structure - beginning, middle and end.
Audiences love structure and the best speeches stick to this tried and true
rule. As they say: "tell them what you're going to say, tell them and then
tell them again".
3. Avoid having too much content.
Hands up those that are guilty of this sin. I know I am. I have lost count
the number of technical presentations given by CEO's, managers, scientists,
engineers, geologists and other professionals who have just put too much
content into their presentations. Far too much for an audience to absorb -
remember even the best audiences face information overload after 20 minutes.
How do you overcome the content crisis? See Tip # 8.
4. Define who your audience is and use the most appropriate communication
channels to reach them.
Analyse how your audience likes to take in information - do they like to be
visually stimulated or do they enjoy just sitting back and listening. Or do
they like to get involved to touch and feel in a kinaesthetic way. Work out
the best mix of visual, audio and kinaesthetic and use this in your
speechwriting.
5. Research your speech using a range of sources.
Be a keen observer of the trends your audience is likely to be interested in
and keep of file of interesting articles and information. If you are time
poor- a few quick questions when meeting an audience just prior to a speech,
such as "what are the issues facing your business/industry/association at
the moment?" can really help target your presentation and build rapport.
6. Use personal stories, examples and metaphors to make intangible concepts
tangible.
In many cases you are trying to sell ideas and concepts in a speech. These
are intangible and often difficult for the audience to grasp. Personal
stories, examples and metaphors make the invisible visible.
7. Have a strong opening and closing.
People remember the opening - first impressions count! The closing is
important as it should reinforce the key message you want the audience to go
away with in their head after they have heard the presentation. Ending with
a 'call to action' can be a powerful way to get your audience to act on your
message.
8. Add value and extra detail through a handout.
Here's a tip: if you want to provide detail - put it in a handout! You can
get far more content across in the written form than in a speech. Always
refer to this in your presentation but hand it out after your speech so the
audience is not distracted reading through it while you talk. There is
nothing more soul destroying for a presenter to see the audience leafing
through written notes rather than looking at you!
9. Use short words and plain English.
The short words are always the best words. Avoid jargon. Use active words
instead of passive. This has far more impact in the minds of your listeners.
10. Evaluate and review on a regular basis.
There's nothing more powerful than to hear back a speech you've written. If
you are writing a speech for someone else always try and hear the speech or
at least get some feedback. Recording and listening back to a presentation
is the fastest way to improve your skills.
Media NTK's (Need to Knows)
Signposting: A proven speechwriting technique to clearly
signal the
structure of your speech to the audience. Used effectively it provides a
'road-map' of where you will be going in your presentation. It is useful for
when you want to sound organised and knowledgeable and I find it
particularly useful when combined with 'mind-mapping' to plan out your
presentation. It is very effective when your speech has a high information
or 'head' content, such as in a business situation. It is not suitable
for all types of speeches and is inappropriate when spontaneity and emotion
('heart') are required.