February 8, 2017
Article PR, Networking PR
If you are open to the idea of getting more visibility, you’ll find it everywhere — especially in your own backyard.
You may know that I run a hobby business called The Very Important Pup Hotel. It’s my ’empty nest’ project that brings happy vacationing pups to my home when their owners go on vacation. It’s a fun way to welcome wagging tails and happy paws into my life, now that my son is attending university.
Well, not long ago, one of my happy clients posted a favorable review about this service on a Facebook page for our neighborhood called NextDoor. Another neighbor saw the review, reached out, and asked if I could look after her French Bull Dog named ‘Frankie’ for a few days.
We met for a ‘meet and greet’ and decided to do business. While we were chatting, I asked her what she did for a living. She edits the Points Living Magazine that is distributed in the adjacent neighborhood to where we live. I asked for a copy, and she happened to have one in her car. In return, I shared a copy of my husband Steve’s recently released book, Ditch the Guesswork: Creating Reliable ROI for Time-Starved Investors.
Steve and I enjoyed looking after ‘Frankie’ over the weekend, and when the client returned from her trip, she said she loved Steve’s book, thought my business was a hoot, and asked if she could write a story about us for the magazine.
Within a few days, photos were taken and shared, answers to interview questions were provided, and the magazine layout was shared for our blessing. We managed to talk about all three of our businesses in the interview and inserts links in the text to make it easy for our neighbors to learn more about us. In a week or so, everyone in the neighborhood will receive a copy of the glossy magazine in their mailbox.
I can’t wait to see what happens next and hope this story about being open to opportunity can open your eyes to great ways to get more visible in your neighborhood so you can do more of what you love.
The magazine feature is below. Read it and grin!
July 29, 2014
Article PR, Business Success
It felt like a wake-up call the first time I heard the seminar leader say, “Casualness breeds Casualty.”
He was referring to how we treat our goals and the people on our team. When we don’t give them our intention and attention, they fizzle instead of sizzle.
I’ve never forgotten that phrase, but I still catch myself frequently trying to get a task done quickly rather than doing it well. And when it comes to running a business, it’s the difference between acting like an amateur and acting like a professional in your industry.
Going pro means no more casualness in the way you treat your goals, team, systems and deliverables.
Being a professional doesn’t mean suits, ties, formality, talking like a scholar or putting your authenticity on the back burner so you can look “appropriate.”
Professionals are people who take their hobby, sport or passion seriously. They’ve decided they no longer are satisfied with being an amateur. They want the challenge and fulfillment of fully living into their potential.
And when it comes to generating a FAT profit, you can’t really get there by thinking like an amateur. If your business is treated like a hobby, it will be reflected in your bank account and your level of fulfillment.
You may not be aware of the areas in your business where you’re “going through the motions” and not giving it the energy it needs to breed success.
Here’s an example of what can happen to your profits when you stop being casual and start putting some focus on the desired outcome …
- When I began writing my ezine in the late 1990s, I received several requests from colleagues to promote them to my email list. If I believed in what they were doing and knew that my audience would benefit from the information, I said, “yes.”
- But I never made any money! This went on for over a decade.
- I had no intention, emotional energy or strategy invested in promoting other people. I didn’t expect to make money, so I didn’t.
As soon as I put a little focus toward converting those ads into sales, they started trickling in. I began to get creative with my efforts and that trickle turned into a cascading waterfall of four-figure commission checks!
Plus I won prizes! Like 5 iPads, paid vacations, coaching time with top experts, and mastermind sessions with colleagues who made ten times more revenue than me. And I make life-long friends.
Breathe new life into the dead areas of your business by turning casualness into consciousness and you’ll have a lot more fun (not to mention profit!).
Jeanna Gabellini is a Master Business Coach who assists high achieving entrepreneurs and their teams to double (and even triple) their profits by leveraging intention, systems and fun. Grab her FREE audio on dialing in your biz here: http://masterpeacecoaching.com/freecd .
You can also learn more about the JV Leaderboard Secrets VIRTUAL Mastermind Jeanna and I are leading, starting August 14, at this link: www.JVLeaderboardSecrets.com.
January 2, 2014
Article PR, Media Savvy 101
This is a repeat of a prior blog post that seems timely to welcome and inspire a prosperous and rewarding 2014. Enjoy!
The 75th Anniversary Edition of the classic film “The Wizard of Oz” brings to mind parallels from this film to the demands of getting known and getting paid for expert status.
- Never underestimate the power of a really sassy pair of shoes to boost your confidence when pitching a story or doing anything that really matters in your life.
- Thing big about what you want to accomplish, and take one joyful step at a time as you make the journey.
- It takes brains, courage, and heart to make your message stand out.
- Collaborating with a quality team can make a world of difference when making your approach.
- If you want it, you have to be willing to put up with things that get in your way, like apples, flying monkeys, witches, and sleep-inducing poppies.
- Before you make your big pitch, put your best dress on and your best face forward.
- “Pay no attention to that man behind the curtain.” You have more power to make things happen in your business than you ever thought possible. You just have to look in your bag of tricks to find the right tools and resources to the get the mission accomplished. And you have to use them.
- Most of the coverage you seek that can make a powerful difference in your business can be found in your own backyard right now.
- You don’t have to fly over the rainbow to get much of what you want.
- There is no place like home. That’s where you and most of your customers live, work, and play. Start at home.
- You can make a lot of magic happen if you just click your heels together and get to work.
- Click on the images below for two powerful ways to get started today to say “Bye-Bye Boring Bio” and start along your rewarding journey to Get Known and Get Paid. And, if you would rather work ONE ON ONE with me, check out the Blast Off Package. You can save $300 when you say YES by January 7, 2014 when you apply “BlastOff300” as your coupon code.
- Happy 2014, one and all.
June 29, 2012
Article PR, Local Publicity
A PR agent, a rabbi and a minister go into a bar…
That could be the start of a joke, but it is the start of this article on when and how to use humor in your publicity.
There is a time and a place for just about anything and humor can be a good tool to get attention from reporters and prospects.
You can put a pun in a headline on a press release, an article or a blog post. Many people consider puns to be the lowest form of humor, sort of the amoeba of jokes. But people who love words love puns. And reporters and bloggers are word people, so puns could work.
For example, a story about ice skating:
Have An Ice Day
One word of warning about puns: don’t overdo it. One pun in a headline a year is good enough. Two puns could be overkill.
Opening paragraphs of press releases, articles and blogs can also contain humor. You can set up a joke, for example:
What’s red and white and turns over like crazy?
Our new gizmo which will help busy professionals track their expenses better.
Okay, that might not rival Jay Leno, but you get the idea.
You can open with a short, humorous story or anecdote. A good example would be a story about a funny thing that happened to a person who uses your product.
Another winner is a story that has irony.
It should go without saying that humor should not be used in certain situations, like any kind of bad news such as deaths or natural disasters. There are no good jokes about Mt. St. Helens or the Japanese tsunami.
Avoid bad taste. Jokes about mass murders can be funny at the bar or between friends, but could offend others.
The best way to get a feel for using humor in publicity is to read newspapers, and magazines as well as publicity materials like press releases and articles so you can learn from the masters – and see what actually gets into print.
Remember to have several people read your attempt at humor before sending it to a reporter or publishing it. What you think is funny other people might think as lame, juvenile or offensive. But if they laugh, you very well might have a winner.
And everyone loves a good laugh – even reporters.
Dan Janal is one of the Founding Fathers of Internet Marketing and Publicity. He believes press releases are an art form – and he can make your message sing and dance to the front page of Google. Learn more by visiting this link.
January 22, 2012
Article PR, Media Savvy 101
When a query crossed my inbox about how to make elevator pitches better, I was an early bird with my reply. And my tips is among the ten showcased in this article.
When I review queries, here are questions I ask myself:
- Is the subject matter for the query RELEVANT TO MY EXPERTISE?
- Do I have something of value to add to the conversation?
- Would showing up in connection with this topic reflect well on my brand, reputation, and ways of being of service?
If my answers are YES, I jump in and offer my compelling, concise, and useful reply, along with a link to my bio/credentials and my contact information. I review exactly what the query is asking for, and I deliver as requested. Making it easy for the reporter to write a great story is always my priority. It’s a pretty good approach that pays ongoing and visible rewards. One good thing just about always leads to many others.
Have you replied to a media query lately to welcome great results? New clients? New ezine opt-ins? New speaking invitations? Follow up media interviews? Let me hear from you so we can inspire people around the globe to have some of the success you are having!
December 27, 2011
It’s almost a brand new year. Make yours the best it can be by standing out and sharing your stories in the media that matter most for your message. If you would like to receive my free ebook of 32 newspaper articles to unleash the power of publicity to your expert advantage, send me an email at email@example.com with “Free Ebook” in the subject line. I’ll send your gift to you personally. Enjoy the articles and act on what you learn to make magic happen every day in your business in 2012.
November 2, 2011
If you want to earn expert status, learning how is the first step. And here is some timely encouragement and an incentive to act now. You can enjoy 32 articles that will guide you to unleash the power of publicity to your expert advantage as my gift to you.
Here is How:
- Be among the first 100 people to post a comment to this blog post.
- All posts are due no later than Friday, November 18, 2011 at midnight or sooner if you want to be assured to receive this high value gift.
- State your name, your website or blog address, and your email address so I can send your gift by return email.
- Tell me how expert status can serve your growing business and why you are motivated to earn it now.
- Promise to share your gift with at least 10 people who can benefit from it and more if you are feeling super generous.
- And, to make this even more fun, I’ll draw one lucky winner to receive a VIP ticket to the Broadcast Your Brilliance – Monetize Your Message LIVE Event taking place on 12-2-11 at Seattle Design Center.
- Remember, the early bird catches the worm, so what are you waiting for? Post your comment now.
Ready. Set. Go!
October 18, 2011
Last week, I had a great conversation with Action Plan Marketing Founder Robert Middleton. He said he wanted to start writing articles to serve the right media and wanted to know if I had any suggestions. Knowing his expertise guiding professional service providers and management consultants to enroll high end clients, I immediately suggested he make a pitch to RainToday. This online newsletter reaches that audience with insightful articles to support their success. In fact, the media kit for RainToday says the site reaches 100,000 marketing and sales buyers .
As the largest provider of information and tools on B2B services marketing and sales, RainToday is an indispensable resource for marketers, business developers, and owners of small and medium-sized businesses looking to grow. RainToday.com, the Top Sales Resource Site of 2010, is the premier online source for insight, advice, and tools for growing professional services businesses. Marketers, rainmakers, and leaders in consulting, accounting, law, AEC, marketing, advertising and PR, training, financial, IT, and other professional services industries, turn to RainToday.com for research, tools, training programs, and recommendations to help them market and sell their services.
This is a perfect venue for Robert’s expertise to add value and bring him to the attention of the right people who can benefit from how he serves.
We talked about who to call and what to say. The, it must have been moments later before Robert was taking action. (The Action Plan Marketing Founder walks his own talk about Action!)
He found out the right person to approach by visiting the website. He made his pitch. He got to YES. He crafted an insightful article. His article is now posted to this influential site. The title is Follow-Up Phone Calls: Get More Sales Meetings Using This 5-Step Process.
The Lessons Robert is Modeling:
1) Know what you want.
2) Ask for insights to get there faster from someone who is “in the know.”
3) Take action on what you learn.
4) Get what you want.
It’s really not that hard.
What do you want? What actions will you take to get what you want?
Of course, if you need a little help to learn the “how,” you can engage with me. The Build Your Buzz Strategy Sessions I offer guide you to success faster without spinning your wheels, and that is a beautiful thing. Robert is benefiting as this article placement demonstrates. You will, too. The next session of the Broadcast Your Brilliance Webinar Series is gearing up to start again in January of 2012.
And, if you want to learn something new THIS WEEK, be sure to come to the Seattle W Hotel this Thursday, October 20 starting at 5:30 p.m. to hear me speak LIVE about how to pitch an article the media can’t resist. Here is the link to claim one of the last remaining 50 spaces. See you there.
June 27, 2011
Article PR, For Women Only
Cathy Alessandra debuted the premier issue of Today’s Entrepreneur Magazine today to much fanfare among the women entrepreneurs I know around the nation and beyond. And, because I network often and pay attention to visibility opportunities where my particular brand of storytelling can add value, I am fortunate to have one of my own articles featured within this important first issue. Here I speak my own truth about my journey of business reinvention which has certainly not been for the faint of heart, but well worth the journey.
Additional contributors include Catarina Rando, Jennifer Bourne, Jessica Eaves Matthews, Lisa Suttora, Kirin Christensen, Joy Chudacoff, Lisa Cole, Nancy Drew, Nancy Newcomber, and others on topics ranging from speaking with impact, branding, legal matters, health and beauty, sales success, nutrition and more.
Check out the publication, add your name to the subscriber list, and review the writer’s submission guidelines to make your own article submission for a future issue. Just visit the “Write for Us” tab on the site to learn the details.
You could earn a wide audience of new readers who will soon be learning about your particular brand of genius. Some of them may very well turn out to be your best new clients. And to Cathy Alessandra, congratulations. Today is a big day for you indeed. It’s not a small thing to launch a magazine. Soak it in and enjoy it.
July 1, 2010
On April 14, I gave a talk at thinkspace to guide the members of this co-working community to kick their boring bios to the curb and why they should. After the session, I connected with the owner of the space, Peter Chee, who told me that getting an article about his company placed within the pages of the Puget Sound Business Journal was on his priority list. His two-year business anniversary was coming up, and he wanted to make some noise!
In short order, we started working together to build his buzz. First, we crafted a custom story pitch to the commercial real estate reporter to suggest a “Growing Your Business” feature about the most powerful lessons Chee had learned during his first two years of business operations from which the readers could benefit. When she elected not to pursue this story because she had written about the company a year ago, we shifted our attention to earning a bylined article within the upcoming commercial real estate quarterly. Our ideas was to offer tips to guide solopreneurs and start ups among the readership in the finer points of finding the right fit approach to meeting their commercial real estate needs.
On Friday, June 25, Peter’s article ran within the pages of the Puget Sound Business Journal, reaching up to 100,000 upscale business decision makers who can benefit from his advice and the services he offers at thinkspace. If you are a subscriber, you can read the full article at this link. If you are not a subscriber, the article will be available for online viewing within 30 days.
Peter had a very specific media placement on his priority list. By prioritizing story pitch ideas and getting into action as a team, we were able to get his mission accomplished in short order. Now, buzz is building for thinkspace.
Now, the question is, how is buzz building for you and your business? And what are you planning to do about it today? Article placements within your local business journal can be very targeted ways to reach the right people with your expertise.
Visit this link and click on the “Newspaper” tab to see the editorial calendar for the for the Puget Sound Business Journal. Scan it to learn if a special section is coming up that can benefit from the contribution of your expertise. Then, make your pitch to the special section editor about four to six weeks prior to the scheduled publication date.
I am always happy to help, especially when quality results are just a few action steps away. Action is always the key.
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