May 31, 2010
Marketing advice, copy-writing
3 Comments
Back in January, I posed the question to the blogosphere - ‘Why do you blog?’ as I wanted a client to start blogging. Everytime I talked with her, I discovered new levels to her fountain of knowledge. I thought she should share that knowledge with others.
Whenever I brought up the blogging topic, she always asked me the same question:
“But Denise, why should I blog? Why do you blog?“
I blog because I have ideas to share, to build credibility and to engage with the community around me. The very same reason that she should blog. 
So to get extra help to persuade her, I asked my fellow bloggers and got some great comments. You can catch the entire comments HERE so I’m paraphrasing.
Reasons to Blog
These are the main reasons that I saw when reading the comments of fellow bloggers. They are in no particular order of importance:
- Own my own little piece of the internet
- It’s a good way to force me to pursue my interest in writing
- Gain a superior understanding of the topics/subject when it’s written down
- For the joy of writing, learning and sharing
- Others may benefit from my articles
- Aid SEO
- Help establish me/my company as industry experts on a topic
- Share observations or thoughts on the way people/companies do things
- Recount a story from from recent travels
- Advise companies/people on things they could do differently that I’ve seen elsewhere
- Act as a FAQ site/repository of information
- Provide my thoughts on a range of business/technical topics which can be accessed reasonably accessible way.
- Another way to help others
So in summary, people blog to:
- Help others
- Get higher rankings on search engines
- Gain clarity in their own mind on a particular topic
- Make use of the instantness of the medium
A caveat - or indeed follow up question.
Most of the people that I spoke with said that they don’t blog regularly enough.
So, how much is regular enough?
May 19, 2010
General Marketing, Marketing advice
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I’ve been very quiet for a while and you know what? I think It’s time to get back to solving marketing issues for small businesses.
But instead of me assuming what your issues are, I thought why not ask you what your issues are.
You only need to turn on the radio or open up the newspaper to be (constantly) reminded that things have changed.
So I want to know:
- What is your biggest marketing challenge or issue at the moment?
- What are you struggling with?
- What would you like to do better?
- What would you like to know more about?
There are a myriad of issues in marketing, such as:
- Getting the strategy right
- Competitive analysis
- Market research
- Pricing
- Promotion
- Customer value
- Customer retention
- Promotion
- Direct marketing/selling
- PR
- Social media
- Writing of brochures/case-studies/leaflets/etc
- Printing of brochures/etc
- Website marketing
I could go on for days - but these are just a few ideas for you to think about.
So go on - take five minutes and tell me what your biggest marketing challenge is.
April 8, 2010
General Marketing, Marketing advice, Networking, strategic marketing
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Last Wednesday, I had the opportunity to hear Veronica Canning speak at a networking event and you know what, everytime I hear her, I learn something different.
She is engaging, entertaining and enthralling. I could listen to her all day, every day. On this speaking occasion, she shared with us her Personal Brand Success Programme which is a five step model.
Shoeism - Personal Brand Success Programme
This five step model makes sense - yet many of us don’t follow it as unfortunately common sense is not so common! The five points are Veronica’s five points - the sub-information is my personal take on Veronica’s words of wisdom.
1. Act Strategically
I’m a marketing consultant so I always tell my clients to think strategically. My constant advice is that marketing should not be done on an ad-hoc basis but should always be part of an overall plan.
Veronica applies this same logic to your brand - you as your brand should act strategically. Ask yourself before you do or say anything - “Does this help my personal brand?” If not…don’t do it!
2. Make your Message Match the Messenger
Be consistent with your brand. If you are a fun, quirky person, then don’t have a corporate banal brand. You are not representing yourself in the correct way.
3. Get Out of your Own Way
This was one of my favourite points. How many times do we get in our own way? Have you ever used phrases such as:
Go on - be honest. If you say any of these (and more!), then you are in your own way. Veronica is a big believer in this. We are our own worst enemy and as successful women (and men) that has to change to move forward.
4. Benchmark against the Best
Look at who is the best in your industry and benchmark yourself against them. Ask yourself what skills or talents do they have that you don’t? What can you learn from them?
If you benchmark yourself against the best, then you will find ways in which to improve yourself. And self improvement is a constant in today’s environment.
5. Fake It until you Make It
If you don’t have an office in Dublin 2 or 4, then meet in a Dublin 2 or 4 hotel. If you’re travelling somewhere, hire a porsche or jaguar. There are ways where you can fake it without breaking you or your bank. Once you have self-belief and the right skills, then fake things before you make it. Take control of your own destiny.
Again, this is my take on Veronica’s five step model. If you want help with your personal brand, contact Veronica directly - she will do an audit of your brand and work with you on a one to one basis.
The Shoeism Book
Veronica has recently written a book called Shoeisms: Working Woman’s Guide to Take Control and Be the Sassy, Successful Woman You Know You Can Be. The world has changed and finding your role in the world as a powerful woman just got more difficult. Shoeisms will enable you to think independently and to carve out your own destiny.
I hope to bring you a review of the book later in the month but all you sassy ladies are recommended to check it out - www.shoeisms.ie
October 19, 2009
General musings, Marketing advice
1 Comment
It’s never too early to plan. I couldn’t believe it when I looked at the calendar and realised that we only had 11 weeks left in 2009 (including this one!!).
Too often, us business-owners are so busy working in the business that we don’t focus enough on the business. Time has a funny way of flying by and suddenly, one week, one month, a half-year has flown by and we don’t even realise it.
As I set myself my own goal of working on my marketing plan for 2010, I thought it would be a good idea to share some key goals or initiatives that I’ll be looking at with other business-owners. We all have to plan, we all have to market and if I can help you market your business in a small way, then happy days. A rising tide raises all ships.
Countdown to 2010
Over the next ten weeks, you’ll get ideas, direct to your inbox, on a variety of marketing related topics that will all fit together for your overall marketing plan. Some of the topics include:
- Pricing - Stop under-valuing and start offering real value
- Promotion - Get the basics right for your 2010 campaigns
- Copy-writing - Engage with your audience to get results
- Social Marketing - Connect with social medium such as Facebook, Twitter, Linkedin
- Distribution - Deliver your product or service in the most effective manner
Many people’s eyes glaze over when I talk about strategic marketing or marketing planning, but if you break it down into bite-sized pieces, it’s easier to conquer. A journey is started by taking the first step.
How to Subscribe
So take the first step to planning your marketing for 2010, by subscribing to ‘Countdown to 2010‘.
Remember a rising tide raises all ships. If you work on your marketing plan prior to 2010 and are ready to get going on Monday, 4th January (allowing lots of time to recuperate from celebrating the old and new year!), then you’ll be in a great place for 2010.
If you haven’t subscribed yet, subscribe HERE. You’ll get your first email on Wednesday, 21st October and weekly thereafter.
Privacy note: Your data will not be shared.
October 14, 2009
Marketing advice, Public Relations
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Back in September, thanks to Krishna De, I got a ticket to a workshop run by Jill Lublin, the PR guru who “has put millions of dollars in free publicity in the hands of thousands of people just like” me!
Always one to learn more, I thought, at best, I’d learn something new and at worst, it would be an interesting evening. Well, it was very much both. Although I’ve done PR work for clients before, you can never know enough about the PR game. Jill certainly entertained while she teaching her PR tips.
When Jill came out, she reminded me so much of Ruby Wax - I hope she doesn’t mind me saying that but her quirkyness and energy had me and the audience enthralled.
One of the first things she said about publicity was:
“In advertising, you pay for it.
In PR, you pray for it.”
How apt can 12 words be!
She teaches that everything about publicity comes down to building credibility and visibility. Thereafter, the sales come, but it isn’t the premise of a press release or a photo shoot or PR stunt.
It’s quite a simple message and really applies to marketing as well as PR - you need a great story. Often it’s the simple ideas that make the most sense, isn’t it?
She likes to personalise stories and the best PR coverage she has gotten for her clients is not necessarily about their product or service or company. It’s the story behind the company and it’s founders.
Just as UK Dragons on Dragons Den love to hear the story behind the entrepreneur, JIll advises everyone to think about somthing that you haven’t talked about before.
She gave a wonderful example of a client of hers, based in the US that was importing food stuff from France. While interesting enough, it wasn’t exactly riveting. Jill had a discussion with her and got to know a bit more about this lady. The client shared that her daughter was a recovering teenage alcoholic. That then became the story behind the client. It opened up doors for her to share her experience about her daughter and coincidentally about her business.
She got coverage in Parenting magazines, Teenage magazines, Womens magazines as well as the business press. This came when she shared her coverage in other magazines.
Some people may not like this approach but it is a different approach than the standard press release advertising a product, competing for interest. You’re hitting journalists with heart and soul and helping build name recognition.
By the end of the evening, we were doing PR exercises that pushed us to think outside the box. I’ve still homework to do from it! I wonder if procrastination is an interesting topic for journalists?!!!
Three PR take-aways from my interpretation of JIll Lublins workshop:
1. Build crediblity and visibility through your publicity initiatives; sales come later
2. Think of something that you haven’t talked about before; Add it to your potential PR talking-points.
3. Share your publicity when you get it; it could lead to lots more.
Do you have anyother PR tips to share?
Extra Information:
Jill Lublin came to Dublin courtesy of Horizon Speakers. Sign up to their newsletter to find when other speakers are in town.
Jill Lublin is hosting a three-part webinar series starting October 22nd. Each part is scheduled two weeks apart from the previous one. (If you cannot make one session, you can roll forward into another webinar)
She is doing a special series for Ireland participants. Special webinar offer of 2 for the price of 1 @ 187euro. Info and bookings: Suzanne@horizonspeakers.com or 086 1221359/01 2463033.
June 22, 2009
General musings, Marketing advice
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As Oasis and Britney took to the stage last Saturday, I got to thinking about Slane 1995 when Oasis first played in Slane.
Back then, Oasis was the support act for REM. It was a great day at Slane - the sun shone while Oasis and REM rocked the Boyneside. Fast forward, 13 years later and Oasis are now the headline act.
Britney brought her Circus to the O2 but everyone went to see her - she’s the headline not the Circus.
So I got to thinking about headlines and how they make a huge impact on sales letters. In fact, it is often said that the headline is the most important part of a sales letter. So I’m posing a question to you, dear reader:
Are your sales letters bringing in the champagne or are they just toxic?
If you’re breaking out the bubbly, pour me a glass and I’ll be over. I want your success story.
If you’re not, then you might want to spend some thinking thinking about your sales letters and breaking them down into a number of areas:
1. Headline
2. Sub-heading
3. First paragraph
4. Concluding statement
Take a look at each of these four areas and change one at a time.
I’ll be looking at each of the four over the coming weeks, starting with headlines. So if you want to create a wonderwall of successful conversions, then start making changes. Don’t keep doing what you’ve always done. There will be no more ‘oops I did it again!’ moments if you follow my advice over the next couple of weeks.
May 6, 2009
General musings, Marketing advice
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Bank Holiday Monday saw me at the home office catching up on emails and planning & revising my own 90 Day Marketing Plan.
I was broken from my reverie of dollar signs (thanks to my own 90 Day Marketing Plan!!) to the shrill ring of the phone. The conversation went like this:
DF: Hello there (as I’m at home, I thought it was a friend/family calling)
Caller: Hello this is xx (didn’t catch) and I’m calling on behalf of Raymond xx (again didn’t catch) of Libertas, who is running for upcoming election. We’re calling to see if we can get your No. 1 vote.
Do we have your No. 1 vote?
DF: eh, no. I don’t know who I’m voting for yet so sorry, can’t commit to No. 1 votes just yet.
Caller: Oh okay then. Thank you.
That was the phone call.
I’ve since learned that it is Raymond O’Malley from Libertas who is running in the European Election. There is a big poster outside the local GAA pitch.
I think in terms of marketing, telephone marketing is a good strategy. Some people would have been at home on the bank holiday (given the weather was so bad) so chances are they had a high success rate of pick ups. Talk about shooting yourself in the foot.
Result from Phone Call
I have no political allegiance. Every time there is a vote, I always place my vote as it’s a democratic right. However, I’m still clueless about the Libertas party politics, Raymond’s background or personality. And quite frankly, this phone call wouldn’t encourage me. If their approach to telephone marketing is such as I experienced, then I would question their other approaches. I’m a marketer, I look and listen to all elements of marketing, perhaps more than others but if you’ve got a budget for marketing, then spend it wisely.
Alternative Phone Call
Who wrote the script for that call? Because I’ll tell you what - they need a copy-writer, script-writer and good marketer. If I was engaged by Libertas, I would have suggested the following:
Caller: Hello, I’m calling on behalf of the Liberatas party who are running in the upcoming election. Are you familar with them?
Voter: em no.
Caller: Well, they are running with three main policies - x, y, z. How does that sound to you?
Voter: May ask question, may nod or may disagree
Caller: Our website, if you’re on the internet is www.xyz.ie or our campaign team will be in your area shortly. Go up to them and ask them any questions if you have any more.
We are looking for No. 1 votes for the European Elections, not the local elections. Anyway, I don’t delay any longer. Thanks for taking the call and I hope you will vote for us.
Lessons from Alternative Phone Call:
1. Relationship is built up.
2. It isn’t a sales call.
3. You’re not being pushy - you’re just giving information, allowing the voter to make an informed choice
4. You’re differentiating yourself from other parties who are not calling
5. You’re giving information particular to their area (our team will be visiting your area soon)
I’ve mentioned another blog about cold calling. It isn’t rocket science and I know it’s the hardest thing in the world to do. But if you’re not selling anything other than information, then the caller would be more at ease.
Anyway, the irony is not lost on me that I am in someway promoting Libertas. However, i just wanted to write or be-moan how even companies that have big budget don’t know how to spend it wisely!!
April 28, 2009
General Marketing, Marketing advice, Networking
No Comments
Today I gave a marketing talk to members and friends of the Drogheda & District Chamber. It was meant to be 20 mins but I talked for 40 mins on
- How to network properly
- Turn your customers into advocates
- 5 quick tips to action today (or no later than tomorrow)
Over 50 people were in attendance and it was great to see so many people writing and taking notes. I have to make a note again on the food provided by Bru. As I was the main speaker, I didn’t want to eat too much or too little - can you imagine hearing a rumbling tummy when you’re concentrating on how to set marketing goals?!
What I ate was just right and from what I could tell, there were some people who went for seconds!!
I’ll talk a bit more over the next couple of days on the advice that I gave out today - the feedback I got was good so why not share it with others?
A word of thanks to Patricia, Karen, Marian, Sarah and Cathal for their idea, organisation and marketing of the event. All I had to do was turn up and deliver my talk!
More to come……