Tuesday, September 18th at the new ROC location in Santa Monica
LA Master Event: “The Ask” Getting What You Want in Business
This panel is all about how to ask…for anything. The art of “the ask” is a nuanced dance between getting your own business needs met – from financing to favors – and allowing other people to benefit at the same time. The best “asks” are win-win, for you and for the giver. Come hear how these four business owners are asking for stuff every day, and getting it! We’ll talk about getting staff or vendors to work with you, raising capital, getting speakers to donate time to your events, finding a mentor, asking for free advice from busy people, the psychology of favors and the underused power of saying “thank you.” This, and so much more!
I got a note from someone this week wondering if SMARTY was for her – an established business owner – noting that the organization seems “geared for start-ups.” I had to laugh a little, knowing how many of you are veterans – pulling in hundreds of thousands (or in some cases, millions) a year, with books on best-seller lists, products in stores like Sephora, Barney’s and Wal-Mart, and client rosters that look like a Who’s Who of brands. We must not even measure success in dollars…let’s measure it in living by our own terms!
Maybe it’s because we interview so many successful people – and because we’re asking the questions, it might seem like we don’t know the answers ourselves? (Nope. We love case studies, though, and realize you’re never too successful to learn from someone else’s story.)
Maybe it’s because there’s a perception that if you “need community”, you must not be very good at what you do? (Oh, boy.)
We love our early stage business owners, and our goals for them are to help them build a solid foundation. But the real genius of SMARTY is how many diversified backgrounds thrive within this community. We’re all beginners at something. And, we’re all masters at something else.
Still not a Member?Join at the Big SMARTY Membership level before the end of 2011 and get a free BrainCircle session with me in January PLUS two free months of Membership!
A BrainCircle is a laser-focused two-hour session led by a small business expert and is designed to address six entrepreneurs in a small group setting. Each person brings a problem, and together, we find a solution. Partnership issues? Marketing questions? PR conundrum? Distribution dlilemma? These coaching sessions are fast, furious and effective.
Such great events and workshops coming up now through the end of the year and into 2012.
We rarely run Membership specials so now’s the time to join and get a little something extra.
Amy
Honestly, it’s not rocket science. If you want to get an editor’s attention then all you have to know is this: Editors print what their readers are interested in. It’s just that simple. So do some research on the print and online media outlets that attract your target market and then follow these tips.
The best releases have these qualities:
1. They focus on why the product, service, or event is significant now.
2. They clearly demonstrate why it is important to the readers.
3. They present clear, simple and timely information.
Press releases are always written in the third person; so think like a reporter and write accordingly. Stay away from marketing fluff and hype and make sure all your information is accurate and timely. You’ll start with the most newsworthy aspects and work backwards.
The Major Elements:
The headline: This is the first thing that an editor sees, and it must be persuasive. It should instantly draw in the reader with a compelling snapshot of what your release is about. Remember to include your company name in the headline.
The subhead: This goes below the headline, in italics, and emphasizes the most important angle in your release.
The lead sentence: The most important thing to emphasize right at the start is the significance of the news at hand–why should the reader care? Don’t make the editor work too hard to discover the news in your release. You want the editor to know up front that you understand the audience and have made your release relevant.
Demonstrate the benefits: Next, go into a couple of sentences to demonstrate and quantify the significance of the news.
Get a quote: Whenever possible include a quote. This could be from a third-party source or from one of your top executives or clients.
Provide the details: Provide additional details of the project, service or event. Be sure to embed links in the copy to your website to provide more detailed information.
About you: And finally, you want to end with a brief boilerplate paragraph that describes your company. Of course include your website. A reporter will typically go there first for more information about you.
Contact: Remember to include all contact information: name, phone and email.
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If you’d like more information, including sample press releases, building your media list, pitching to reporters, and optimizing your release to enhance search engine ranking, see the MY PR Tools Media Guide.
Feel free to give me a call at 310.546.2926 for a complimentary strategy session. I’ll be happy to show you how to take your business to the next level with affordable marketing strategies that hit the sweet spot with your target clients. And for more marketing and PR tips visit my blog.
What a stellar event we have coming up on Wednesday Nov. 9th – Landing and Negotiating TV Deals. The following blog post, by Peer to Peer leader and public speaking expert
Alexa Fischer, will show you how to be in the room….so you GET that deal. Take a look.
Want even MORE info on getting your expertise featured on TV – either through a show around you and your business or as an expert? Register here and now.
1. What is your business?
I am a certified hypnotherapist with a private practice in Santa Monica. The name of my business is Hypnoswitch. Using the power of hypnotic suggestion, I empower my clients to let go of limiting behaviors and beliefs so they can regain control of their lives. I work with clients of all ages, and especially enjoy working with kids and teens. My areas of expertise include: smoking cessation, compulsive overeating, stage fright, insomnia, test anxiety, performance enhancement (school and sports), fears/phobias and pain control.
2. Why did you launch this business?
Before I became a hypnotherapist, I was a courtroom litigator. I used to overeat as a way to relieve stress. Hypnosis helped me overcome my health challenges! It was so effective for me, I decided to switch careers and become a hypnotherapist so that I could help others overcome their challenges.
3. What gives you your greatest pleasure in your business? Seeing people make major life transformations, like the heavy smoker who quits smoking after just one session or the insecure 15-year old who is now starring in his high school play.
4. Where have you run into challenges in your business?
I’ve had some challenges with creating an online presence. It’s hard to find the time to devote to doing all that I should (blogging, tweeting, etc) in order to drive more business through the web. I’m hoping to be able to hire someone to help me with that part of my business.
5. What is a key resource that has helped you?
The website www.helpareporter.com has been really useful for PR Listings. Also, Amy Swift-Crosby has been an amazing resource. My personal coaching sessions with her were very useful.
Experiential Marketing: Help Your Clients Help Themselves
What is Experiential Marketing?
It’s simple, get your product or service in the hands (or maybe even face) of your consumer (the person or company who’s going to buy your product or service), so that they walk away talking about their EXPERIENCE, promoting you to their influential friends and colleagues.
How do you know what type of experience will reach your audience the most effectively?
Figure out what they like, where they hang out, what inspires them and do something for them that they like, where they hang out and that inspires them.
So how do you even do this?
Join me for a short informative 2 hour Peer to Peer Workshop on October 12, 2011 in Venice and I’ll show you the ropes of figuring out what you need to do for your own company or your client’s products so that people walk away talking, sharing and ultimately BUYING.
You will leave the workshop with:
1. An understanding of your product or company’s core values
2. How to determine what “consumer experience” is best for you or your client
3. An overview of what sponsors look for when sponsoring a marketing initiative
1.What is your business? I am the owner and photographer for The Suitcase Studio, offering a different take on the typical portrait session. I specialize in using interactive techniques to capture the unique personalities of the people involved. Think of my sessions as the experience, with the resulting photographs being the ultimate souvenir.
Over the years, I have found that the images people generally love of themselves are the ones where they are being 100% genuine. I create a comfortable space for this to happen, offering a more in-depth, emotional portrait experience where the focus is on capturing the real moments and connections between the people involved. Play is definitely a BIG part of my sessions, and very little posing is involved.
2. Why did you launch this business?
One of my main mantras in life is “I choose joy,” and my current job, though stable, certainly wasn’t joyful. Nearing thirty years old and bored out of my mind with my current position, I decided to take a leap of faith and follow my passion. Deciding to launch my own photography business was sort of a “lightbulb over the head” moment. I have always felt like I’ve seen things a bit differently than others, and have always kept my camera close at hand to capture those moments as they happen. My motto: It’s real life; it doesn’t have to be perfect to be beautiful.
3. What gives you your greatest pleasure in your business?
I love being able to witness a seemingly shy or hesitant person come to life during their portrait session, and revel in the joy in getting to see the REAL them. One of my favorite moments so far has been during a recent session; the husband had told me at the beginning that he was only there for his wife but by the end of the session he was the one who was tearfully thanking me for giving them this gift of time together. I know I’ve done my job well when I am in the middle of the editing process, and seeing one of the images brings happy tears to my eyes.
4. Where have you run into challenges in your business?
Here in sunny southern California, there are a LOT of photographers. It’s been (and still is) a struggle at times to differentiate myself from the others, create my niche and stick to it. When I first started, I was far too willing to take on any job that was remotely related to what I wanted to do. It took me a long time to learn the strength in saying “no” at times, so I am able to stay true to myself and my brand.
5. What is a key resource that has helped you and might also help other business owners? SMARTY has been an invaluable resource to me, not only for the incredible networking possibilities, but also in helping me work on my confidence in speaking to strangers and selling them on my ideas. Another big help for me has been Facebook, as most of my clients turn into friends, and my biggest source of new clients has been from word of mouth and social interaction.
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