Five in 24 - Five Things to Re-Brand & Sell More Stuff

For several years I've offered up a seminar on "Five in 24 - Five Things Any Business Can Do in Twenty-four Hours to Re-Brand and 5in24_LogoSell More Stuff".  It's been the most requested piece I do. Has it changed? You bet! Each time I go out, as I just did with the New York Press Association Annual Meeting, I refine it to match the needs of the audience I'm speaking to.

And, that is one of the Five Tips that is included in "Five in 24"

Know Your Consumer

It doesn't matter if you are selling a product or a service the basic metric of success is knowing your customer base. That's why, before I head out to do a presentation I adjust the guts of the seminar to match the needs of the people I'm speaking to.  For example the publishers and editors of the New York Press Association are struggling with new ways to connect to their readers outside of the printed product. 

To be sure the community based newspapers that are represented by the NYPA are doing pretty well. They are not daily papers but hyper-local papers that laser focus on their town, city, community. That they've got. But, what other things might they use to connect with their target audience?

Podcasting

Mobile Studio in Mobile 2019One of the new additions to "Five in 24" is Podcasting. I've been in that space for over ten years, long before it was considered cool and when it seemed like you were "talking to yourself". But today it's a thriving media option for busy people who may not have time to sit down and read. Want to check us out? Here is the Radio Blog for Insight on Business the News Hour

And so, I tailored my presentation to reflect that reality. Was it well received? Yes...and while the reviews are not in I'm confident that I was able to peel back the onion a bit and introduce them to the power of podcasting.  

The bottom line is you must know who your target customer is, where they hang out, how they buy what they buy. Once you've got that down all you need to do is create a story to move from "customer" to a lasting relationship.

Thanks for reading! 


No Homepage Traffic?

Not long ago we were asked to look at the website of a new client. The business is in the professional services sector. They were concerned Man Confused about their homepage traffic...which had declined over the past couple of years...and wanted a total new site and redesign. Yeah, they were...worried.

Now, they don't do e-commerce but they do a bunch with their business blog. (Clearly they had been listening over the years that business blogging is a great way to secure solid content and project a strong voice let alone be helpful in search engine optimization.) We knew...and they didn't...that visits to homepages continue to shrink and that happens because of a good reason...

So, we dug in to take a look and in the end made the professional recommendation that what they needed to do was stop worrying about their website and continue creating original content that drives people to their business.

Here is how it works: A consumer does not go looking for the XYZ Legal Services Company...unless they get a recommendation. It is more likely that a consumer is searching for something. Perhaps they are looking for "Business Succession Issues". They plug that into their search engine and get lots of places to go so they can learn more. And, because this client has written, several times, about that issue their legal blog came up on the first page of the search. And, because they used the right keywords and tags in their blog, the consumer was able to tell the company was in their metro area.

Today it's all about content and changing content at that. So, if your homepage is static don't expect much. However if your homepage content always changes...and if you are creating content on a regular basis it all adds up. 

Content, content, content. And today you've got more places to share that content than ever before.

Create valuable information that people can use and the rest will follow. 

Thanks for reading!


The Power of YouTube for Business

Sometimes we forget about the powerful search abilities that YouTube offers businesses. And, it doesn't have to be a complicated video with Karen McCullough YouTube Image Feb 2019lots of shots and edits.

So, what can you do?

Last month I did a phone interview for Insight on Business the News Hour with Karen McCullough, a professional public speaker based in Houston, Texas. And, yes we shared it for several weeks on various social media platforms from Twitter to LinkedIn. (It's what we do there.) 

Karen went the extra step and created a YouTube video of her audio interview complete with some neat artwork (see above). Then using the the correct keywords posted it on her YouTube Page. While at the same time promoting an upcoming speaking engagement.

Brilliant!

And, frankly, that got us to thinking about how we might do a better job on The Business News Hour when it comes to YouTube.

Here is that video/audio of her interview.

And, remember it's something you can do as well.

Go get 'em!


Feeling Time Starved?

It's a valid question and the answer is a resounding, "Yes"! We have so many demands on us that to give more than a few minutes to MPL Twelve Thirty consider a decision is tough. Time starvation is one of the reasons convenience rules. Consumers are more than happy to buy products at a corner convenience store and pay 20% more than wade across a parking lot and roam the aisles of a grocery store even if there is a "friendly smile" everywhere.

Consider online shopping and business.

I know of a professional business that just purchased all of their officer equipment and furniture from Amazon.com. You read that correctly...all of it. And when they need paper or ink or whatever, they push a button and it is delivered to their door. Do they get to "touch" the products. Maybe but what they did do was research, online, and then made their purchase.

I've just given you two real world examples of how convenience seeks to play a role in time starvation.

Here is another one: Podcasting

Broadcast outlets are learning that people want news and information on the go and on their time. Rather than sit and wait for the specific time a broadcast is on consumers are consuming content when THEY are ready. That reality has led to a massive number of podcasts being created. Once again, playing into the reality of time starvation.

The podcast industry is still in it's early years. Our company has been in the space for at least ten years with Insight on Business the News Hour and we've watched the podcast effort continue to grow. Once again, people want good content delivered to them on their terms.

It makes sense and we believe it will only continue to grow. How about you?  Thoughts?


Podcasting Equipment

Over the past year I've had dozens of people ask me about helping them start a podcast. It's all the rage you know and I'm here to help. Mobile Studio in Mobile 2019 I've been doing Insight on Business the News Hour in one podcast form or another for about ten years. First as a video podcast and then when I transfered over to radio it became audio only. Today I do the newscast as a podcast, each day Monday - Friday. There is at least 10 minutes of business news and an interview that can go 15 to 22 minutes...sometimes two interviews.

The photo is my "mobile studio". I use two Audio-Technica AT8004L mics from B&H out of NYC.  Decided on these longer microphones because when interviewing people who are not used to doing broadcast interviews I've got to adjust them, often, closer to get good sound. There are two mic stands, two 6' mic cables and the recorder I use is a Zoom H4n Pro. I also use a Sony Pro headset to monitor the interviews. If something goes wrong it's easier to stop and re-do while on site rather than in post production. 

That's it and it all goes in a roller suitcase.

In my office I use a USB microphone that plugs directly into my computer. It is a Blue Microphone Yeti. I love it so much that I have three of them! It's a great company based in California...and love, love the sound.

In addition, if I'm caught without my recorder and mics I do have Voice Record on my iPhone. You can download from the iStore. The quality is really pretty good. I also carry with me a bluetooth lav mic that hooks up with my iPhone (Thank you Phil K. James!) to do promotional videos with my guests. That system is from Kimafun and runs about $50. Works great.  Here is a sample with Georgia VanGundy from the Iowa Business Council.

 

Great sound...yes?

Of course you need to take your WAV file, create an MP3, edit the work, put in music, commercials and more. I have used, for my post production Audacity. I've used this open source system for years and years and it works great. Best news is it is free. So...go get it.

Finally, you need a host. Someplace to actually PUT your podcast. I have used Podbean.com for years. It works slick, you can share to other podcast platforms like Stitcher, iTunes, PlayerFM, TuneIn Radio, Google Play by giving them the RSS Feed.

I'll share with you that all of this takes work...and some experience. Before launching our advertising, marketing and communications company I spent years in radio and television so I've got a bit of history and experience in those areas. It truly has helped and coming back to newscasting after being gone for several years is sort of like riding a bike.

Finally every newscast and interview is placed on our Radio Blog.  I've used Typepad for years. It's a habit I guess. Finally, each week I author an e-newsletter through My Emma to boost my advertisers and the content. 

So, that's about it.  I'd be happy to help you figure out some other things like original music for your podcast...HELLO James GOODLETT from Jam Good Productions!!! Or anything else you might need.  Check his work below.

Final word: Work.  I spend, roughly six hours a day doing interviews, travel, production, post-production and posting. And, that is every day. I get it. We do a daily newscast and you might be looking at doing a weekly podcast. Then, the time commitment goes way down. But till you've got to write, edit and create content that is worth listening to.

Now...you know everything! 

Good luck and THANK YOU Patrick Rynard for the boost to get me to write this!


Podcasting - The New HOT Thing

So, you want to start a podcast for your business...any business. You'll be joining a crowded field. In 2018 there were 170,000 new Podcastpodcasts started. That would be on top of the 110,000 podcasts started in 2017.

Yeah, it's the HOT new thing.

Want more? The number of episodes that went out last year numbered 575,000. That would tell us that not every podcast that started last year or the year before, or the year before that released a new episode. Why?

Folks find that it's hard work and getting your audience is not done instantly. It takes time. 

We've been in the podcast space for six years, long before it was popular. And, to make it all work you've got to have a compelling storyline, something worth talking about, professionally produced audio (and often video) and then the social media background to spread the message.

It takes...work.

But, in this "time-starved" world where nobody has time to sit in front of their radio and requires information on the go...podcasting makes a ton of sense. Just be prepared to spend time and money to get it done right.  

We've stuck with it and after six years Insight on Business the News Hour is rocking it....and we're grateful

It reminds me of the early days of blogging. It was hot and people started thousands of blogs and then, as time went on...they figured out it took lots of time, energy and talent to pull it off.

I'm not trying to dissuade you from moving forward...just want to help you understand what it takes.

Good luck...and if we can help....let us know.

 

 

 

 


The Video from 2014 - National Tractor Parts Dealer Association

I was going through some old notes this weekend preparing for a trip to Mobile, Alabama to cover the annual meeting and trade show for Video single our client the National Tractor Parts Dealer Association. During the search I ran into a promotional video I did for them four years ago along with an outtake from the first scene. 

At the time the association was struggling with getting people to attend their event so they asked us to do a number of things to push attendance levels which, by the way, worked. It's amazing what can happen when you put some thought into a multifaceted approach to solving a problem.

Anyway, I thought you might get a kick out of this one outtake that set up the beginning of the video. I've been doing this stuff for years and, for folks not in the business, it's enlightening to learn how much goes into just a few seconds of finished video. Equipment issues, forgetting the lines, tripping while walking.  So here is the outtake I found:

 

And then this is the finished product:

 

It was all shot with a single camera. The shoot took about two days and another day to edit. They had a very tight budget so it was a "one man effort" with some help from friends, Mariah, Tony and Georgie.  It was fun to do...and thought we would share. 


Public Speaking - Ramping Up 2019

If you don't mind a few moments of shameless self-promotion.... MWSB August 2014 Two WEB

2019 marks the tenth year that I've been in the world of professional speaking. While it's true that I've been teaching a number of subjects for 30+ years, it was a decade ago that I made the decision to offer my services to those businesses and associations that were seeking high quality, engaging information on a variety of topics.

So, what is it, besides clarity and motivation, that I can bring to your group? Here are several topics:

"Five in 24 - Five Things Any Business Can Do in 24 Hours or Less That Can Remanufacture your Brand and Allow you to Sell more Stuff" - While this is the most requested topic the content has changed as marketing has changed. Fast paced and full of fun facts and ideas for any business.

"Social Media Is...Not Free" - We all know what social media "is" but how to best leverage the various platforms to successfully impact consumers is the critical topic of discussion. And, just because it's "free" does not mean it really is.

"Media & Media Relations" - Gaining positive press, when you want it, is a science as well as an art. Far too often businesses spend valuable time and money writing news releases that get ignored. In this presentation I share the science behind pitching your business story and how to capture the attention of the targeted reporter. Business messages that can not be ignored. 

"Effective Communication Tools" - As a trained newscaster and journalist I have conducted thousands of interviews. To be effective in that craft you must be a master at using effective communication tools. Learn the tools of effective communication that can assist you in reaching your desired outcome.

One other thing: I not only show up for the presentation/seminar I'll also help you market the event through social media and a video geared to build participation at your event. And, each presentation is customized for the participants.

Thanks for reading...and let's connect.

 


The Wrong Messenger?

In my presentation "Five in 24" there is a section about the three reasons people are not buying what you are selling. Yes, there are only three.

One of those reasons is that you are using the wrong messenger to communicate with your customer. It may be that your core customer is Megaphone Vintage not in that communication channel or it might be that the channel is antiquated yet still around soaking money from the unsuspecting advertiser.

We see both of those issues all the time. A trendy new restaurant with a focus on young professionals advertising in a regional newspaper or a high-end jewelry store advertising on a cable channel where the viewers simply are not in their demographic.

So, how do you fix it. Better yet, how do you stop the outflow of marketing dollars that's not returning on your investment?

Well, you could ask a professional...somebody that is a trusted source of information. But, you can also do it yourself. Here are some ideas to get you pointed in the right direction:

  • Know Your Customer - Seems pretty simple but not every human out there is your target customer, unless you are selling a commodity. Then you've got other issues. So learn as much as you can about your current customer. What they like, don't like. What they are buying or not buying. This takes some time and some interaction but it can be done;
  • Understand Trends - The newest, hottest social media channel may not fit your current or future core customer. I've seen people spend loads of time and money chasing a trend only to, finally, learn it didn't work;
  • Watch & Read - What are other successful businesses doing that are in your space? What do your association magazines and communications say about how to best reach core customers?  Spend some time thinking, really thinking and learning more about how to market successfully;
  • Trust but Verify - Every media sales person who comes through your door has "the answer". But, remember, what works for one may not work for you. I once had a broadcast outlet tell me their audience was made up of thousands of people but when we went digging learned it was more like several hundred in our client's prime demographic.

Let me offer one other piece of advice, and this came from a conversation just this week. If you are a small business seeking to do business with another small business wouldn't it make sense to market in something that is directed toward small business owners?

Let's say you have an accounting firm or a office cleaning firm or a business law firm and your prime customer group is made up of other small businesses. What the heck are you doing in an advertising channel that is marketing to the masses? Doesn't make an ounce of sense.

It doesn't but, man, that sales person had a good story.

Thanks for reading...

 

 


Should I Start My Business Podcast?

I get this question from clients and non-clients every week. Businesses from start-ups to established corporations are often, just now, Insight-on-business-news-hour finding out about podcasting and thinking that it may be the perfect answer to an ever increasing number of media opportunities in which to connect with consumers.

The answer to the question is, as with most answers, it depends.

The number of podcasts that are now being done is stunning. Research from June of 2018 puts the number at 550,000 in more than 100 languages. That is a ton of competition but it also isn't a complete story. However, if you want to deep dive into the numbers like who listens, how often do they listen and more here is a link to PodcastInsights.com that we found to be enlightening. 

Bottom line is the people are there and they are consuming hours and hours of podcasts.  But, the question remains..."Should I start my business podcast?"

Linda  Harmon MPL Feb 2 2011I've been in this podcast/webcast world for nearly ten years. We started out in a closet at a local bar (no, really!). We put in a "studio" of sorts and I was one of 60 people doing a podcast/webcast from that location. We moved from there into a real studio and launched something called Webcast One Live. It was all years ahead of its time. 

Six years ago we launched Insight on Business the News Hour a daily business news broadcast/podcast that covers national, regional and some local business news plus long form business interviews that run between 15 and 20 minutes. So, yep, been there. Here are some considerations you've got to think about moving forward:

  • Do you really, really have something to say? - This is an important question because it's really about the long term. To simply launch a podcast and then, within two months you run out of material. Not such a great place to be.  So, be honest;
  • Do you have the talent to carry it off? - This is so critical. To just sit in front of a microphone and talk is a world away from having the talent to make it work. Talent goes to the ability to carry on the conversation, a voice that is listenable and the technical issues that go into creating a successful podcast;
  • Do you have the technology? - True you can get into podcasting pretty cheap and that's why it's attractive to some. But when you start adding up the costs and the knowledge it can get expensive. So, if you are willing to to make a commitment to and you don't mind learning and working...it can be done;
  • Do you have the time? - I do a daily business news podcast. It takes me roughly two hours to write the news another hour to record and edit and another hour to polish the finished product and start to share across multiple channels. But in our case we also do business interviews so there is another hour per interview. But if you're not doing that you can figure at least four hours a day. True you can do a weekly podcast and your time will be much, much shorter;
  • Do you know social media? - Yes, you can put your podcast up on one of many podcast platforms but how do you let people know that you exist. If there are over 550,000 podcasts out there how do you let folks know about yours?  Social media is key and you've got to not only understand it but be pretty darn good at the art of engagement;
  • Do you know how to measure and how to monetize? Measurement is sort of like the "wild west". We do track the number of downloads but some of the platforms we're on don't track them. Also, is this going to be a marketing expense or is there a plan in which you can make a little money and how do you do that?  Sponsorship? Pay to Play? If you are investing hours of your time how do you pay for it?
  • Do you have staff? - Yes, you can DIY your podcast but if you don't know how or lack the equipment and the ability to share the show you are going to have to count on hiring others. That, friends, can be really expensive and cost hundreds of dollars an episode. Who will line up guests, will you do remotes, what new items will you bring to the effort?  Us?  We find we are always evolving. 

Final thought. Podcasting is a bunch like blogging. I've known businesses and individuals that are all HOT on creating their blog for...maybe a year but then they don't see the value or the return on investment so they quit. It's taken us years to be financially secure with our format. 

Your thoughts?