Why writing a blog is not enough to build your profile

Why writing a blog is not enough to build your profile

Blogging is a great way to share your thoughts, ideas, knowledge and expertise with your target audience … especially in your voice. It is an informal way to connect your genius with those looking to tap into it. BUT … it is not enough to write a blog, upload it on your website and cross your fingers waiting for the hordes of readers to find you. SEO will certainly help. If you want to be the go-to person in your niche, you must share the love farther afield. Back in the old days – like three years ago – five to six touches were enough to close a sale, generate a lead, build trust and connection.  Now … it takes a lot more to build that trust. We are all so much more cynical about the intent behind people’s content, just waiting for them to pounce on us to sell something. How dare they be in business to sell something! (that is whole other blog). These days it is more like 20 touches.  People want to build a relationship with you.  If they do not know you exist, writing and posting your blog on your website won’t cut it. You have to get good at promotion (I call it PR … building powerful relationships). There are many apps and programs you can use to push your content out to more people – Buzzfeed, Outbrain, Coschedule.  Now more than ever, people want to connect with those they do business with (that’s the future of marketing – relationships). Pushing your content out using paid tools may seem less authentic in the...
{BUSINESS LESSONS} How The Worst Things Can Be The Best Thing

{BUSINESS LESSONS} How The Worst Things Can Be The Best Thing

Being called into the COO’s office to be told your job is gone was one of the worst days in my professional life. I have never lost a job EVER.  Has that ever happened to you? After being headhunted for my ‘dream job’ to be let go 12 months later was crushing. I thought it was the end of my world. That was three years ago. Life is now completely different. I am so grateful to my previous employer for taking my safety net away. It pushed me into this life. How’s that for a silver lining? As a lifelong employee, my head was filled with uncertainty – how would I survive without a regular income? My security was gone. My purpose seemed pointless. I spiralled into depression because so much of my being was tied up in what I did. It’s your stage As I slowly emerged from my self-imposed exile – locked in my home, living off my redundancy package, sulking and feeling sorry for myself – it dawned on me the worst thing can be the best thing. I seriously went from redundancy to rock star – on a stage of my making. Of course, hindsight is a wonderful thing. It’s easy to look back with rose coloured glasses and see what you want; to forget the despondency and the loss of identity. To brush aside the negative and focus on the positive (after all, life is meant to be sunshine and rainbows; you only need to look at Facebook to see how perfect everyone’s life is). But life is not sanitised and we need the...

{EXAMPLE} Creating a hero story

This is an example of a hero story.  It has all the elements to build a compelling and engaging story to capture the attention of the media, which it did. This story can also be turned in to a blog (see below). Media release Forest Lake resident and disability support worker Lisa Constantine has had some tough choices to make in her life … especially how she was going to live life after surviving an horrific car accident 20 years ago. Like all victors after adversity, Lisa chose to take the path of optimism, taking good from the bad. She is now focused on sharing the lessons she learnt through her recovery with others through her book A Simple Drive Home. “I wanted my story to not be one of ‘poor me’ or negativity. I really wanted to make sure what I had been through was more than something awful.” Lisa said. “My story is terrible. To leave home to go about my day and to be then be cut out of my car after a P plater crashed into me was not how I saw my life going. “I was newly married, we had built our new home and were talking about how many children we would have.” That all changed in an instant, snowballing into years of of rehab, physio and the breakdown of her marriage. Lisa said she knew is she wanted to move out of feeling sorry for herself, she had to change the way she looked at the accident. “I need to turn it into something positive,” she said. “So I started to write my story....
26 Ways To Find Good Stories In Your Business

26 Ways To Find Good Stories In Your Business

The ability to tell  stories is a valuable skill. However, not everyone has been gifted with this skill. Do not despair. If you can learn the elements of a good story, coupled with great story ideas and follow the formula to write a media release (that you can turn into a blog – just take out the quotes), then you too can master storytelling for PR purposes. The elements of a good story are the same whether you are writing a fiction book or content for your website. These are the five elements to a good story The Hero – The key player of your story. Rising Action – These are the small events that happen along the way leading to the climax. Climax – This is the big, finale event. The hero makes a decision in response to an action. Falling Action – This is the action after the climax. A Great Ending – Every story needs a conclusion. It includes the reflection of the hero about what he/she has learned from the events in the story. Get the edge on story angles Once you realise what makes a great story, you will be able to start identifying opportunities within your business, pretty soon you will not be able to stop creating content! To help you along, here are 26 different ‘angles’ (that’s what a journalist calls your story idea). Once you have come up with an angle, you then have to ‘pitch’ it to the media … we’ll cover that in Chapter 17. Seasonal story – leverage off a holiday or seasonal event (Christmas, Valentine’s Day, Mother’s...
{AWARDS} 5 Ways To Brag About An Award Win

{AWARDS} 5 Ways To Brag About An Award Win

It is business awards season. The perfect tool to use to get the ultimate in publicity. If used the right way, a business award win can provide ongoing promotion opportunities that won’t cost you a stack of money or time. The most obvious is media attention. Getting your story in the media certainly adds to your street cred – there is nothing more powerful than being featured by a journalist. Add to that a story about your winning (even being nominated) for an award – you have a double banger of third party credibility. But this is not the only way to tell people about your achievement. There is this wonderful tool called ‘leverage’. It is a powerful verb – to use (a quality or advantage) to obtain a desired effect or result: to exert power or influence on. To use the power of one point to influence people. The reasons leverage is so powerful is this: promoting and publishing your business is it’s not a one-off job. You have to keep doing stuff over and over, on an ongoing basis. • If you want to build a relationship with the media, you can’t stop at one media release. • If you want to connect with your target audience, you have to provide useful and helpful info on a regular basis. • If you want to establish your expertise and showcase your knowledge, you have to blog EVERY week about different topics. Bottom line is marketing and promoting your business is not as simple as we’d like it to be. Leverage means you can take one piece of content...
{ANTI-CHAT FEST} Your Job Is To Work On Your Business

{ANTI-CHAT FEST} Your Job Is To Work On Your Business

GET SHIT DONE RETREAT AUGUST 3 TO 5   BRISBANE Stop putting of stuff like blogging, social media content, media releases, updating web content, planning for business growth next few months. You can get a lot done in a two and a bit days … and I’d love to help you. There is not schedule. There is no structure except the one set by you.  I will be there to help you with ANY PR or marketing job you want to nail. So the rest of the year unfolds with more clients and more money in your bank account. I can help you with marketing strategy, social media content, ideas for blogs and stories, entering awards, writing grants, content that engages … anything to do with marketing and PR. I want to get stuff done too … that is why the price is stupid low. $600 for the two and a bit days (a place to lay your head, all your food – we’ll all dig in a cook together and help from a multi-international award winning journalist and PR chick). The retreat starts on Thursday afternoon where we will set our goal/s for the weekend, creating an action plan so we can leave knowing we have ticked those boxes. We will work til 9pm to make the most of our days together. Then we get to work on whatever it is you need to get done. Price is $600 – that includes accomodation, food (but we will all dig in to cook) and my guidance/help.  Not bad for three days of PR love. Retreat finishes up 11am on Saturday 5...