What Stops You From Telling Your Story?

Last week I wrote a pitch for a guest blogging spot for a health/wellness-specific blog. My friend forwarded it to me because of my background and journey with yoga. My friends and family know that I'm Miss Yogini and that yoga is a part of who I am. The criteria of the pitch was to send a brief synopsis about your personal health and wellness story. I sat and thought about it for awhile. I've had a long journey with yoga; yoga has played an integral part in my life and goes beyond just "exercise" for me. I couldn't imagine NOT practicing yoga and meditation. 

As I wrote my pitch, I thought about the twists and turns my life has taken over the years, and how yoga has been the glue that has held me together. I don't think I would even be an entrepreneur if it hadn't been for the positive influence of yoga, and how it's helped me mind, body and soul. No matter how stressful or crazy my day or week has been, I simply return "to the mat" and know all is right in the world...or at least, in my world.

People don't like talking about themselves. I have worked with clients who were "phobic marketers" because they did not want to come across as braggarts. The ego is a funny thing and can be a double-edged sword. But without your ego, you couldn't get up in the morning, put on your clothes and walk outside that door (or sit at your desk, if you work from home!). However, the ego has a mind of its own, and can also turn someone into a narcissistic show-off (as I have seen in social networking groups).

How can you tell your story without coming across like a fake or a boring windbag? Where & how do you start?

We all walk different personal and professional paths. Our experiences make us stand out and set us apart from each other. However, don't let your ego or your insecurities get in the way of telling people your story. 

If are shy and not sure how to overcome your story-telling barriers, try these tips below. Even if it's merely passing along sage business advice that your grandpa once told you when you were younger, that's a step in the right direction...AND it's definitely part of YOUR personal story. 

Create content that resonates honestly with who you are, and what your brand, products and services represent.

Whether you are the manager of a high-end retail clothing store or write ebooks about dog breeding, find your authentic voice and stick with it. The best way to tell your story is through blogging. You don't have to be a Pulitzer Prize winner to write a blog that captures readers' attention. And don't copycat other people's blogging style. Find a style that fits well with your business climate, industry and  your personal voice. Before you start blogging, research other blogs in your industry/niche to get a "feel" for what's out there. Check out my blog editorial tips. 

Do people know HOW to find you? Where can they read your story? 

• Is your bio hidden on page 5 of your website? Do you even have a bio? 
• Are your press releases and articles included on your website? 
• Make sure you have a section on your website or blog (About or Media/Press Section) that organizes your content in one place. It makes it easier for people to quickly find you and to learn about your story. 

When was the last time you searched online for your name or company brand?

Enter your name or company name into Google. What comes up in the search engines? If you don't have ANY information listed about you or your brand, that's not a good sign.

Sign up for a Google Profile and always include a warm, engaging photo on your social media networks. You don't want someone else telling your story for you...tell your own story! Make it easy for people to find you via your picture and online profiles. You want to stand out in a good and positive way -- especially if you have a common name. 

How do you share your story with others online (or offline?) I'd love to know! 

 

 

 

 

 

 

 

Your Personal Brand - What's Your Story?

We all have a story to share. We check off credentials on our resumes, social media bios and give our elevator speeches at meetings. As a business owner, what's your personal brand and even more importantly, what's your story? Personal branding is basically the way you (the person) market yourself to the world. It's also been called "self-packaging." 

Look at the personal brand of Tiger Woods. He's one of the best examples of how a personal brand can go down the tubes quickly (especially when that personal brand is tainted in the public eye). I can't think of one person on this planet who doesn't know the name Tiger Woods. Tiger equals pro billion dollar successful golfer which then turned into Tiger Woods, cheating husband and target of all celebrity gossip columnists. Wheras the tabloid gossip around Tiger's infidelities has simmered down, his brand definitely took a hit (especially on his wallet).

Your personal brand is what and how other people perceive you - and it's unavoidable! The labels and perceptions (whether true or false) people associate with you become tied to your personal brand. That's why it's important to tell your story before someone else tells their "version" of your story.

What Does Your External Brand Look Like to the World?

Your external brand is the "image" you project to the world - whether online or offline. 

Let's say Mrs. Mary Jones is a stay-at-home mom who raised kids for 20 years and created her company and products/services to help other busy moms make their lives easier. This "image" is portrayed on her website via her bio, website copy/design, etc.

Then we have another website - Ms. Jane Smith Off the Street who also sells similar products. What's Jane Smith's story? What makes HER an expert when it comes to child-related products? Jane Smith doesn't have a bio on her website and I don't know anything about her. Given that information, I'm buying my products from Mrs. Mary Jones based on the story I read and based on her experiences and expertise as a mom. 

So...do you have a story? Are you sharing it with your customers and clients? How does everyone else "see" you and your company? What are their perceptions? Good? Bad? Indifferent?

 

 

 

 

 

 

Social Media & Publicity - 4 Press Release Alternatives

 

Peter Shankman, public relations guru who created HARO, has declared that the press release will be dead in 36 months.  According to former journalist Tom Foremski, a press release is created by a committee, edited by lawyers, and then sent out at great expense to reach the digital and physical trash bins of thousands of journalists.

Foremski goes on to say that press releases often start with a “tremendous amount of top-spin and pat-on-the-back phrases and meaningless quotes.” What’s the point of using a press release if it’s just an outdated piece of fluff?

So going back to what Peter Shankman predicted…is the press release really dead and should we ditch it altogether? With social media, it is not always mandatory to send out a press release. I still write and send out press releases for my clients, but it’s not the ONLY publicity tool I use in my “buzz-icist” arsenal.

Consider using these 4 press release alternatives:

#1 Blogger Briefing – If a social media release is the progression of press releases, then a blogger briefing is the “new” press conference. The concept is simple - when you have news to share, organize a conference call or video meeting with potentially interested bloggers

#2 Social Media Release – This is the most basic and obvious next step in the “evolution” of the press release. There has been hot debate whether social media releases really work, but they are obviously being used for a reason. Think of a social media release as an entirely “virtual” press kit - complete with links, videos, photos, and you can even integrate social media sites. If you are interested in creating social media releases, look into Pitchengine.

#3 Twitter “Chat” Tour – Twitter has an entire chat system with its own schedule filled with diverse topics. A “chat” tour involves making an appearance at different chats to promote news and your business/brand.

#4 Virtual Scavenger Hunt – Everyone has a website these days. An effective way of driving traffic to your site is by offering incentives. Hosting a virtual scavenger hunt on your site is a creative tool to drive visitors to your site. Virtual scavenger hunts also engage your target audience so they dive right into your site’s content.

I tend to agree with Peter Shankman that yes, the press release is on its way out. Social media is slowly replacing the press release with more effective, innovative publicity channels. There will always be the die-hard publicists who will stand by the traditional press release, but just remember you have more alternatives to choose from thanks to social media.

Need more online publicity ideas? Check out these inexpensive PR tools.

What’s the Tweet on the Street? How Twitter Spreads News Like Wild Fire

 

When was the last time you actually turned on your TV for late-breaking news? It’s probably been awhile. So it shouldn’t be surprising that Twitter blasts out breaking news hours before the news stations get wind of it.

Between popular celebrity tweets and winter storm updates, Twitter makes it very easy to find out what’s happening in the world – especially when it comes to groundbreaking news.

Most people seem to love Twitter or hate it, but even more people seem to be unaware of its vast publicity potential – especially if you have a newsworthy message you need to spread quickly (and you don’t have time to write and send a press release).

When a 7.8 earthquake struck China in 2008 - less than three months before the Olympic Games began - people updated on Twitter faster than the official news channels could keep up.

Some companies have already taken full advantage of Twitter’s publicity power. As I mentioned in a previous post, KFC awarded a $20,000 scholarship to high school student based on a SINGLE tweet. The chicken-chowing corporation generated newsworthy press for itself in mere seconds with their philanthropic venture.

At its longest, a tweet is 160 characters - just enough words to get your message across without rambling for days and accidentally mentioning your cat family. Less is more when it comes to Twitter, and sometimes that’s a good thing when it comes to promoting your company’s brand.

However, don’t be like the PR executive who publicly lambasted his client, FED EX, via Twitter. As a result, he lost FED EX as their client, and was fired for his insulting tweet. From a publicity standpoint, be very careful of what you tweet.  Twitter spreads news like wild fire, and you could be one tweet away from ruining your company’s reputation.

Even Heathrow Airport has jumped on the news bandwagon with their latest tweets - an effective way keep travelers updated on current storm conditions and closures. 

In 2006, the first post in Twitter history was “just setting up my twttr” by Jack Stone, one of Twitter’s co-founders. If you haven’t started using Twitter, you might want to reconsider. Maybe 2011 will be your time to shine in Twitter history.

Jack Stone may not have set the bar very high with his first Twitter post, but that doesn’t mean your first post can’t be memorable – and newsworthy!

KFC Scholarship - Finger Licking Good Press

 

If I were to say Twitter and philanthropy, you would immediately think of KFC, right? No? Well you should, because the Kentucky Fried Chicken (KFC) restaurant chain recently awarded a $20,000 scholarship to a high school student based on a single tweet.

Amanda Russell of Long Beach, Calif. won the scholarship with the following tweet: “Hey Colonel! Your scholarship's the secret ingredient missing from my recipe for success! Got the grades, drive, just need cash!”

KFC’s Colonel’s Scholars’ Program awards 50 to 60 scholarships every year, but this was their first year to use Twitter as the main application tool. And now that the idea is out there, I don’t think it will be long before other companies jump on board with similar social media strategies.

This scholarship is a great example of how businesses can use social media to show their best side. Remember that terribly unhealthy sandwich KFC launched earlier this year - the Double Down? I bet you forgot! Because until I mentioned it, you thought how generous KFC is to Amanda Russell and dozens of young students every year.

And it’s not just because they awarded the scholarship, they also timed it perfectly for the holidays. The yearly cost of college is approximately $7,000 (and that’s not including private school tuitions!) So during this season of giving, KFC brought joy and cheer to one more family – I’m sure Amanda’s parents are doing the happy dance.  It’s a feel-good story that we all love to read during the holiday season.

Twitter not only helped KFC generate good press, but it helped generate good press about their good press! People are retweeting this story like crazy - including myself.   Speaking of KFC, they know how to kill two social media birds with one stone. Too tired to cook during the busy holiday season? Well, it’s only a small leap for a hungry tweeter to suggest KFC chicken for dinner! Smart move, KFC.

The KFC scholarship tweet is a true testament to how companies – especially restaurants - can really make a big publicity splash via social media. This scholarship was not “openly” advertised, yet over 2,800 students knew about it and applied.  A “non-marketed” campaign like the KFC scholarship probably would have failed in years past before social media. But now social media marketing makes it possible for companies to quickly generate publicity and spread goodwill to the masses - ‘tis the season!