attention grabbing communications · • join/create linked in groups – post opinions, comments,...

Attention Grabbing Communications

If you keep doing what you’re doing, you’ll keep getting what you’re getting. TO GET KNOWN…ACT TO INFLUENCE!

Create impressions – Build a reputation – Gain clients

Copyright 2015, www.morganmarketingsolutions.com

Copyright 2015, www.morganmarketingsolutions.com

Sponsor

Acme

Consulting

John Doe

Ace Consultant

1234 Any Street

Any Town, USA

(123) 456-7890

Web Site Acme Newsletter

Association Directories

E-mail Letters

Referrals!

Direct Mail Free Offers

Memberships

White Papers

Case Stories

Articles

Speaking

Pamphlets

Letters to Editor

Tips &Checklists

Reprints

CDs & DVDs

Blogs

News Releases

Books

Twitter

Plaxo

Facebook

Join…Participate!

LINKED IN

Slideshare

Alliances

Bring joy!

Where’s your comfort zone? • Written communications?

– Articles, blogs, booklets, books, surveys, social media

• Public speaking?

• Someofeachie? - A.K.A. Italian Marketing

• Other methods?

• Are you willing & able to invest time in yourself?

Copyright 2015, www.morganmarketingsolutions.com

?

Why go public? • Feed your website

• Build credibility with content

• Media needs news stories – Feed the audience. Articles, surveys, forecasts

– Your website needs fresh content

• Organizations need interesting speakers – Attract & retain members.

Copyright 2015, www.morganmarketingsolutions.com

Case study • Real life success case from your past work

• Situation - problem - solution - results

• 250 to 600 words

• Client named or disguised

• Graph, table, or photo

• Include your contact info

• Send to prospects, in newsletters, presentations, proposals

• Cases required for CMC Certification!

Copyright 2015, www.morganmarketingsolutions.com

Letter to the editor

• Respond to recent article or story

• Reinforce, expand, or debate issue

• Thoughtful & civil tone

• 25-100 words

• Name & firm info included by editor

• Target segment readers

• No $ cost exposure (good or bad)

• FREE INK, if picked up

“It is a difference of opinion that makes horse races.” Mark Twain

Copyright 2015, www.morganmarketingsolutions.com

Newsletter/Blog • Printed & Mailed, or E-newsletter/blog

• Regular issues, repeat ‘touches’

• Keep items punchy

• 67%+ to be “non-commercial”

• Graphs, tables, stories (avoid being a bore)

• Focus on target segments & network

• Post on social media for extra mileage

• If interesting, passed along

Copyright 2015, www.morganmarketingsolutions.com

Article • Topic of current interest, survey, forecast

• 600 to 1,500+ words

• Target industry publications - Research the serving media - Build personal relationships

• Case-based, or “how to” with examples

• Solicited or unsolicited, Paid or unpaid

• Include by-line and contact info

Copyright 2015, www.morganmarketingsolutions.com

Internet post • Join/create Linked In groups – post opinions, comments, ‘likes’

• Demonstrate expertise and build credibility (focused)

• Internet = more ways to address your network often

•Target industry groups, area groups, alumni groups - Be active in key groups - Build personal relationships

• “Five reasons,” or “how to” create interest

• Post existing materials you own

• Experiment with Facebook, Twitter, Pinterest

Copyright 2015, www.morganmarketingsolutions.com

News release

–Newsworthy information or event

– Short, factual, one topic, one page

– 12 point type, double spaced

– Contact info & release date

– Short profile at end

– Format as news release

– Headline, sub-head, body, profile

– Photo, if possible

– Wide distribution, unsure pickup, but FREE!

“All I know is what I read in the papers.”

Will Rogers

Copyright 2015, www.morganmarketingsolutions.com

White papers

Learn from the mistakes of others. You won’t live long enough to make them all yourself.

•Topic of current interest? Survey? Interview?

• 1,200 to 3,000+ words typically

• Case-based or “how to,” “why”

• Graphs, charts, tables, top 5.

• Forecasts for new year, futuristic

• Unsolicited & Unpaid

• By-line and contact info

• Requested or downloaded by prospects

• Gain contact info

Write a book …maybe

• Ken Lizotte’s “thought leading” method

• Hot topic or basics?

• Collection of articles? Blog posts?

• Build credibility

• How to-based? Research based?

• Significant time investment

• National publisher?

• Print to order publisher? Createspace.com

• Electronic publishing via .pdf file?

“If we did all the things we are capable of doing, we would

literally astound ourselves.” Thomas Edison

Copyright 2015, www.morganmarketingsolutions.com

Public speaking

• Speaking to whom? - Target segments

-People who know each other

- Referral sources and influencers -Chambers of commerce, Rotary, IMC, AICPA

• Understand prospect’s issues - Talk to prospects, ask questions, survey - Read industry publications, contact editors, find hot topics - Become part of the industry (niche expert) - Develop ‘industry credentials’

Copyright 2015, www.morganmarketingsolutions.com

Be sincere, be brief, be seated!

Topics & titles

• Develop one or two topics & titles - Showcase your strengths

-Current topic with ‘zippy’ title -Basics that add value

• Build each presentation carefully - Do your research. Know your stuff! - Cover main points

Intro - Situation - Problem – Solution - Results - Action Provide proof (cases, stories, examples)

- Non-commercial presentation

Copyright 2015, www.morganmarketingsolutions.com

• The Tell Principle: Say what you will tell them

tell them

tell them what you told them and call for action

• Use examples and stories

• Demonstrate when possible Ketchup, Velcro chart, handouts, exercises

• Seek audience participation, responses

• Keep it light & joyful

• Avoid overtime, rambling

No speech is entirely bad if it’s short enough.

Copyright 2015, www.morganmarketingsolutions.com

Speaking resources

Don’t be guilty of ‘podium pollution!’

• National Speakers Assn. (NSA)

• Toastmasters International

• How to books (Amazon.com) Toastmasters Guide to Successful Speaking Jeff Slutsky & Michael Aun, Dearborn Financial Publishing, 1997

Speak and Grow Rich Dottie & Lilly Walters, Prentice Hall,(Updated & Revised edition)

10 Days to More Confident Public Speaking Lenny Laskowski & Princeton Language Institute, Warner Books, 2001

• Output from one effort acts as input for more! - Sell or give away...

-PowerPoint presentations

-Audio tapes, CD’s, DVD’s

-White papers & case studies

-Article reprints, tip sheets & checklists

• Offer on web site, when speaking, at meetings, in mailings…give stuff away!

Copyright 2015, www.morganmarketingsolutions.com

Other ideas • Written opportunities

Your stationery & business card (both sides) Proposal presentation & testimonial letters Association directory listings (silent salesperson) Brochure or pamphlet, social media activity Tips, checklists, other interesting items Thank you cards & note cards

• Other opportunities Memberships & Affiliations (e.g. IMC USA) Strategic alliances with other pros Audio & Video presentations where you star Sponsorships Trade show attendance Cold calling? Take a day off…it helps!

Copyright 2015, www.morganmarketingsolutions.com