You Da Maven

I've had some HARO-wing moments in recent days. And the person responsible is Don Rosenberg.

(Okay, enough with the feeble attempt at melodramatic humor...)

What I'm talking about is a unique PR program that anybody can use and anybody can benefit from.

Welcome to the Winter Solstice edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

Don, of Instant Organic Garden fame -- http://www.instantorganicgarden.com/contact-us/don-rosenberg-charlotte-nc/ -- clued me in on something he's been using himself to help promote his business.

HARO stands for "Help A Reporter Out" -- http://www.helpareporter.com/

Having been a Journalism major, that name, and its purpose, resonates with me as I harken back to my campus newspaper writer/editor days. I also think it's just cool sounding.

It's a two-platformed program that bridges the distance between source and resource. On one side, reporters/writers/authors/bloggers/TV/radio (terrestrial and Internet) folk sign on to send out mass queries to online subscribers to help gather information for their respective articles, projects, media shows, et al.

On the other side, one can sign up and receive all these queries...and then determine if there's any fit for themself as the source for the query.

For example, if I sign on as someone writing a monthly newsletter -- ahem, such as I do -- and am looking for information on the role of caricature art in marketing as my next subject, I'll send out my query to that effect, in broadcast fashion, with a description of my subject and return contact info on myself.

If on the other hand, I sign up to be on the receiving side and I see this query, I may answer it in the hopes that the writer will want to quote me or whatever on my capabilities and thoughts as a caricature artist.

In Don's case, he's been sending out queries to gather information for a book he's writing. Acknowledgment to and identification of his selected sources will surely find their way into the pages of his tome.

Frankly, the way I've been using HARO is as a PR "tool" to let clients and colleagues know of possible opportunities for them to be interviewed through media outlets they might not have had access to otherwise.

If their response is accepted, that's good PR for them...good value-added from me.

I recommend signing up with HARO. It's free and it's kind of fun to see all of the intriguing subjects being covered out there in both the atmo- and blogospheres. Maybe you'll get to appear on the Tyra Banks show (one of the actual media outlets listed).

In the meantime, look for this cyber vehicle the first Tuesday of the New Year with a new "broadcast" of Not Your Usual Marketing Tips.

And Happy Holidays to you and yours.

Joel Kweskin

http://www.jdkmarketing.biz/

joel@jdkmarketing.biz

704.846.4835

Radio Free Charlotte

Don Crosby wants to introduce you to yourself.

And then appear on his radio show to talk about it.

He'll even grant you time to promote your business.

Sounds like a pretty good deal to me and for anyone looking to tout their business.

Welcome to the turkey month edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

Don, through the auspices of Global Behavior -- http://www.globalbehavior.com/ -- a licensing, consulting and training company, offers unique behavioral assessment tools which help businesses improve morale, identify accurate motivators, improve communications and save large amounts of loss profits by providing an accurate understanding of their people. His clients say it's right on the money.

"I apply this assessment tool," Don says, "which introduces people I've never met to themselves and to their families and our radio community. It's interesting, thought provoking talk radio. Perfect for anyone and everyone… business people or singles, couples, and families and simply for anyone who is interested in having a deeper understanding of themselves. It's safe and enjoyable."

What I like about Don's deal, frankly, is the gracious and generous opportunity he provides to not only have a little fun exploring our inner selves -- and let's face it, the better we understand ourselves, the better we can relate to others...including clients, colleagues and even family and friends -- but to also grab the mike and do a little self promoting.

Don's show is broadcast on Charlotte radio station WAVO, 1150 AM, Saturdays 12 noon to 1:00 PM. Go to www.soundbehavior.com and click on “Sign Up For the Show.” Based on a first come, first serve basis, potential guests will be emailed a "ProScan" behavioral survey that takes just a few minutes to complete. Once approved upon review, a date and time will be scheduled for an appearance on the show.

Hey, part of the marketing "mix" we promote to advance one's business...how often does one get the chance to state our case on radio? Check it out.

And, BTW -- in the texting parlance of my kids -- if you know of any corporate interest in Don's show, he tells me advertising sponsors are more than welcome.

In the meantime, look for us the first Tuesday of next month, when Not Your Usual Marketing Tips will once again be on the air. Or at least on your computer screen...
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Unabashed Plugs Dept.: Through the publicity efforts of JDK Marketing Communications Management, a couple of my clients made "the big time" recently.

Angie Lucas got some buzz for her new online "make your own" cupcakes business, on WBTV: http://www.wbtv.com/global/story.asp?s=11417050

And from The Business Journal a couple of weeks back -- Savannah Shaw, Etiquette and Protocol Consultant, was featured on their Entrepreneurs page.

http://charlotte.bizjournals.com/charlotte/stories/2009/10/19/smallb1.html

Joel Kweskin
http://www.jdkmarketing.biz
joel@jdkmarketing.biz
704.846.4835

Meet Up and Speak!

I gave a talk earlier today.

It was presented to the Charlotte Entrepreneurs Organization, one of a multitude of MeetUp groups across the area. Search results - Meetup.com MeetUp, if you're not already familiar with the concept, brings "affinity" or like-minded folks together in groups of mutual interest.

Welcome to the crisp, Fall-is-already-in-the-air edition of Not Your Usual Marketing tips from JDK Marketing Communications Management.

For example, the group I spoke to today comprises, as the name would imply, individuals in business for themselves seeking networking, educational and fraternal opportunities among primarily the self-employed.

This edition of NYUMT bridges two "disciplines" I wanted to address:

1. The merits of joining organizations to further your networking opportunities (especially those that cater to your own personal or professional interests). For instance, I belong to two MeetUp groups in addition to the Charlotte Entrepreneurs Organization -- the Jewish Community Business Circle of Charlotte, ostensibly for my marketing business; and the Charlotte Wedding and Event Planners Group, primarily for my caricature business. Click here: Caricatures By Joel

2. The merits of speaking before these, or any groups. Look, let's face it, the advent of first the Internet and now social networking has given us all a certain "entitlement" (in the good sense) that encourages self expression without the automatically perceived need to locate an "expert" outside the ranks. And/or one that necessitates paying a fee for that expertise.

Each one of us has something of value to share with others. My buddy and colleague Ira Bass, of IB Media -- Click here: Media planning and buying -- currently gives a terrific talk to various groups on LinkedIn. He's not hired by LinkedIn, nor is he some techno-geek. He does it of his own volition. He simply knows his stuff on the subject and relates better to his audience because he's just another "schlub" (I use the Yiddish term affectionately) like you or me. But in getting out there "on the stump," people get to know Ira for his "real" work...

While public speaking has been famously listed right up there with death as among the most feared of human experiences (my own list would include being forced to watch more than 30 seconds of "The View"), nevertheless the opportunity to speak should be embraced as another critical component of one's marketing mix.

My talk earlier today went well. (Thanks for asking...) I actually lifted a couple of previous NYUMT's; a legitimate way to "recycle" and refresh your marketing message is to take from one of your previous writings, newsletters, blogs, etc.

In the meantime, look for us the first Tuesday of next month for another soapbox-standing verbal oration from Not Your Usual Marketing Tips.

Please Release Me

In addition to writing brochures, ads, website content, video and broadcast scripts, we also write press releases. But often, it’s like pulling teeth to get the client to consider what topics are worthy of a release.

Welcome to the back-from-vacation edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

“What’s so exciting about what I do?” they’ll protest. To which I say, you’re either too modest or you’re too close to the situation. The old “can’t-see-the-forest-for-the-trees” syndrome.

Well, if you’re too close to your business that you can’t see what might be of interest to your customers and prospects alike, you can be forgiven. If it’s because you’re too modest, well…sorry, you can’t be forgiven.

You’re in business…to do business…and make business. Part of the equation therein is to make sure that you dispense with self-consciousness and learn to toot your own horn. (I’m talking to you, Young Lady…)

Joan Stewart is a nationally known maven on writing press releases -- http://www.publicityhound.com/ -- so along with some of her thoughts on the subject, I’ve added my own here to help push you out onto the publicity stage.

Here are 15 topics to help give you the impetus to consider that all-important part of your marketing mix. These 15 are by no means all the subjects available to you…but they’ll do as starters.

Have a press release written when:

· You’ve formed an alliance with another company or individual
· You or your business celebrates an anniversary
· You’re appearing at an event as a speaker, host, panelist, etc.
· You’re appointed to a Board or Committee of significance
· You or your business has received an award
· You’ve authored and published a printed or online e-book
· You’ve decided to begin a blog or e-zine
· You’ve offered a class or seminar, online or offline
· You’ve done charitable work, such as with Habitat for Humanity or the Humane Society
· You’re sponsoring a contest
· You‘ve been awarded a contract by a major or industry-significant new (or existing) client
· You’re having an Open House
· You have completed academic certification in your profession
· You offer a cogent opinion on a hot topic of the day, preferably germane to your industry
· You’re offering special discounts…or value-added features to your product/service

Press releases are relatively inexpensive (all you generally pay for is the professional writing of the piece…along with, perhaps, the time to research media destinations and send it out to them along with online press release portals). Unlike a paid-for advertisement, once a release is picked up and its information runs on the printed and online page, it lends further “legitimacy” and “newsworthy-ness” to the business.

Make sure to include them on your own website as well.

(And, of course, if you’d like to consider going ahead and producing a press release…we’re “write” here for you.)

See you the first Tuesday of next month for another not-publicity-shy version of Not Your Usual Marketing Tips.

Joel Kweskin

http://www.jdkmarketing.biz/

joel@jdkmarketing.biz

704.846.4835

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A Little Summer Reading

I’m reading a little book, aptly titled “The Power of Small.”(2009, Broadway Books, New York) It’s co-written by Linda Kaplan Thaler and Robin Koval, who preside over one of the nation’s leading ad agencies, the Kaplan Thaler Group. Among their accounts is Aflac. And among their signature creations is the Aflac duck.

Welcome to the mid-summer, smaller than usual Not Your Usual Marketing Tips from JDK Marketing Communications Management.

Parenthetically, Kaplan Thaler is one of the most recognized representatives of the ad industry. She is frequently on TV news and talk shows, opining on industry trends and events.

But although the book has been penned by a couple of real sharp marketing minds, the subject is really pretty universal and, as such, can be filtered through the lens of whatever profession you’re in.

Interestingly, as Thaler and Koval point out, their mantra is – unlike Richard Carlson’s “Don’t Sweat the Small Stuff” – hey, the small stuff does matter.

“Taking the time to give a compliment or being attuned to a colleague or customer’s subtle body cues are not inconsequential actions,” they posit. “They tell a story. They are the details that make or break a relationship, or crack the case…”

They then go on to illustrate through a series of anecdotes and stories (mostly true; they interviewed all kinds of folks, from building custodians to TV stars) how small acts of kindness, compassion or simple interest in another’s story or plight have led to significant advancements in one’s personal as well as business life.

“Did you double-check that presentation one last time, or hold the elevator for a stranger?” they ask. Disparate stuff, but it all flows together in almost cosmic fashion.

As for my own little story:

As a college sophomore, I attended a public dance at one of the local New York City universities. At one point, I noticed two girls standing side by side. I asked one of them to dance. We dated…for years. And then we got married. Wendy and that girlfriend of hers are still the oldest and best of friends.

Linda Kaplan Thaler.

Tune in again the first Tuesday of next month for another O. Henry ending to Not Your Usual Marketing Tips.

Joel Kweskin

http://www.jdkmarketing.biz/

joel@jdkmarketing.biz

704.846.4835

Facebook, LinkedIn, Plaxo

Cleaning Up The Mess

Every so often, we turn over this column to words of wisdom from friends, colleagues and clients as they additionally reveal a compelling back story on their own life.

Welcome to the July edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.

Before gaining fame as The DreamSpeaker,™ (“Helping you and your organization increase productivity, efficiency or profits 25% by pursuing that one thing which you can do better than anyone else…your unique purpose, your passion, your dream!”), Joe Murtagh sold insurance, and retirement and estate planning exclusively for business owners and, all the while, wanted to know what made them successful.

"No one in my family had ever been in business, so I started reading two best-selling business books each month,” Joe recounts.

"Soon I found myself assisting clients with their business planning issues as well as their insurance and financial services concerns. Shortly after, I started writing a bi-weekly column for the local Business Journal and before long found I had become a ‘consultant.’

“The Business Journal columns proved to be a great marketing tool and, over time, led to the creation of seven different training programs. Eventually, I was asked to do an International Keynote address that has led to a full-time career as a speaker, facilitator and trainer.

“For me, effective marketing starts with the ability to understand the ‘job’ that my client is trying to get done.

“What are the problems your customers are trying to solve or what are they doing now that could be done faster, easier, more conveniently or with less expense? Answer these questions for your customers and prospects and they will beat a path to your door.

“In ‘Reinventing Your Business Model,’ in the December 2008 Harvard Business Review, the authors reveal what companies must do to capture game-changing marketing opportunities. A couple that comes to mind with my family:


“P&G with its Swiffer mops addressed a customer need in a dramatically better way. No more buckets, hot water, heavy mops and harsh cleaners. Now one simple lightweight disposable applicator on the end of a broom handle does the trick. ‘My hands are so soft these days and I owe it all to Swiffer.’


“Your customer wants to know that someone is thinking... and thinking about them. The best of marketing starts out by thinking about opportunities to satisfy real customers who need a job done.


“My wife used to joke about spending $15.95 in order to purchase a CD to get the one song she wanted. She would drive to the store, sort through the racks, find the artist she wanted, make sure her one song was part of the CD, pay at the check out and listen to it on her way home.


“Apple blew up that business model with its iPod and iTunes music store. Now for the same $15.95, my wife can get 16 songs from 16 different artists and play them instantly as she downloads them to her hand held device and inserts her ear buds anywhere she is…at home or in her car.


“Although we don’t live in India, auto manufacturer Tata Motors is serving a new customer base with its Nano, the $2,500 car aimed at Indian families who can't afford any other type of car. Luxury? No, but a huge step up from motor scooters that were the only other affordable option before the Nano.


“All sustainably successful marketing comes from finding a way to create value for customers by helping them clean up the mess that they currently are dealing with in order to get a job done. Any job a customer is doing creates a marketing opportunity for a better solution.”

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Joe Murtagh’s mantra is: Develop unstoppable power by connecting with your unique purpose and achieve it through a can-do attitude, empowered by acquiring the competencies necessary to succeed and implementing them through interdependent teams of like-minded people.


You can reach Joe at Joe@TheDreamSpeaker.com , log on at http://www.thedreamspeaker.com/ or call him at 1-800-239-0058.

And you can reach yours truly at the info noted below. In the meantime, join us again the first Tuesday of next month for another edition of Not Your Usual Marketing Tips.

Joel Kweskin
http://www.jdkmarketing.biz/
joel@jdkmarketing.biz
704.846.4835
Facebook, LinkedIn, Plaxo

Ol' Reliable

I’m in the middle of preparing a brochure for a client for what seems like about the 400th time. Not for the same client. But in my decades – yes, I now count my career in decades – of producing marketing materials, I’ve easily worked on hundreds of brochures. Let’s face it, aside from one’s website, the venerable, good-old-fashioned brochure still does yeoman duty representing the “face” of a company.



Welcome to another edition of Not Your Usual Marketing Tips from JDK Marketing Communications Management.



The role of the brochure has changed with the advent of the website. Prior to that shape-shifting, electric and electronic vehicle, brochures were the be-all and end-all, with most of what one wanted to describe about one’s company packed into its narrow (generally) tri-folded panels.



Now brochures of all sizes are generally seen as the “sizzle” (some brief, broad, brush strokes on a business) to the “steak”(the website which, given its virtually unlimited size, can pack within it all of a company’s nuts and bolts).



Still, there are some key elements to be considered in the making of a successful brochure. About.com offers this Checklist of materials that they suggest should go into “building” a brochure. And I concur. These points may seem obvious, but you’d be surprised how many of them are neglected (you included?):

• Name of Location, Business or Organization


• Address


• Phone Number


• Fax Number


• Email Address


• Web Page Address


• Headline that creates curiosity, states a major benefit, or otherwise entices the reader to open and read your brochure


• Headline that states the name of the Product, Project, or Described Process
• Subheads


• Short, easy to read blocks of text


• Lists, charts


• Key Benefits (2-3)


• Features


• Instructions, steps, parts (for a procedure, to assemble a product, etc.)


• Biography (of business owner, key members of organization, officers, etc.)


• Mission Statement


• History


• Logo


• Graphic Image(s) (including purely decorative elements)


• Photographs of product, place, people


• Diagram, flow chart


• Map


• Call to Action (What you want the reader to do: call, visit, fill out a form, etc.)

And now that you know what to put into your new, or even revamped, brochure, you also know whom to call to help you put it all together… ;)

Look for another, more-than-just-a-tri-fold, Not Your Usual Marketing Tips the first Tuesday of next month.

Joel Kweskin
http://www.jdkmarketing.biz/

LinkedIn, Plaxo, Facebook