Insight on Business News Hour with Michael Libbie - Can you believe the month is already half over! Pretty soon we'll be doing the "Yankee Doodle Pops" here in Des Moines. Then...Labor Day. Time is valuable so here's the deal. I'll give you an hour of research, and writing about tips for business marketing & advertising. You give me ten minutes to learn. Deal? Let's go!
Picking Carefully - A Client Story
Last week we were approached by a potential client to help them grow their business. Our first consideration was, "Can we seriously help them?". We didn't jump into the arrangement we're taking our time to learn more about them and their track record and find out what they really need...vs. what they think they need. That's one of the values of dealing with a professional advertising agency that honestly has their client at the center of the universe. Sorry for the commercial...but just in case you're out there wondering. We'll let you know if we pull the trigger.
The other day we were told a niche magazine company was looking at hiring a "Director of E-Marketing". We talked and the conversation centered on what was meant by "E-Marketing". "It's the whole package e-mail marketing, texting and that social media stuff like LinkedIn." I asked what standards they had or exactly what were they looking for. (We've helped other companies launch their social media efforts and thought we might be able to help.) The answer: "We're still trying to figure that out. But we're doing a conference in six months about how e-marketing can be helpful to business." I dunno either. Key here is KNOW what you're looking for. Know where your demographic tribe is located. Know how to reach out to them and what goals you have. Setting up a seminar on something you have little handle on...can be...
The Press Interview - Four Tips
I've been interviewing business people and politicians for years...never mind how long that really is. It's still part of our daily life. My goal has always been to allow the person being interviewed to tell their best story. Share pointed information that they believe is key to their message. In other words I don't do "Gotcha Interviews". Which leads me to Four Tips for Press Interviews:
- The Press is Not Your Friend - For the most part the person asking the questions isn't your chum. He/She is looking for a story. Since Watergate reporters have been seeking the next smoking gun. Trying for an inside angle. It's what excites the masses. Always remember...your mission is to tell YOUR story. Their mission is often to boost the passion. This doesn't mean they are bad people. They are doing their job. You do yours.
- Be Prepared- Nothing is worse than stammering around the issue. Know, full well what and how you want to respond. You are in control of the conversation if you are prepared. If you're not and you get a call to respond to a story...take the call and promise to get back to the reporter in a time-line. Then, get the facts.
- Be Informative & Interesting - I often wonder what reporters are thinking when they interview the "man or woman" on the street. It's often awful. Your fifteen seconds or thirty minutes on camera need to be engaging, interesting and informative.
- Know When to Shut Up- Don't labor over the issue, unless the reporter is trying to move the topic. Far too many times interview subjects just keep talking...and talking...and... Make your point, in a friendly, informative and interesting way. Don't loose the audience.
Marketing goods and services can be tough. Sometimes you just don't want to "do it". We understand and so does our friend Chris Brogan. I want you to take a moment and read what he has to say about spending a day...NOT MARKETING...but DOING CUSTOMER SERVICE. Then, think of your own business, product, service and make it so. Here's the link for "On Days Your Don't Feel Like Marketing". Good stuff...we'll wait.
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