Monday Book Recommendation

I want to start recommending books that I have read and have found helpful in my continuing journey as an entrepreneur. Success doesn’t happen overnight and it doesn’t come easy. While everyone may have advice for you, the best thing I can say is to create your own path. You should learn from others but apply it to your own situation. Don’t copy others because then you’re simply repacking an existing idea.

All this said, my first Monday Book recommendation is called ‘The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Future’. I am in NO way affiliated with this book. I don’t know who wrote it nor do I have a relationship with anyone who worked on it. I simply love the content and feel that it can help so many of you, too. Here’s the link to buy it on Amazon: http://www.amazon.com/100-Startup-Reinvent-Living-Create/dp/0307951529/ref=sr_1_13?ie=UTF8&qid=1438646501&sr=8-13&keywords=business

It’s over 300 pages and there is a video trailer on the Amazon site for the book. I love this book because it doesn’t present a roadmap as to how you can get rich. Instead, it presents options to really look at yourself, what you want, and how to get yourself in the right mindset to get there… even if it is with only $100!

When you’re doing reading this book, please share your thoughts with me. I am eager to read what you liked and hated about this book.

Until next time,

Velma Trayham

Brag About Yourself, It’s OK!

I had someone ask me how they self-promote without looking sleazy. Here’s the thing… there is nothing wrong with self-promotion. People do it all the time. Lawyers run ads on TV, real estate agents run photo packs on billboards and at bus stops, and online businesses often utilize social media ads to get the word out about their products and services.

Bragging about yourself is part of the online business landscape that many people still need to improve upon. I understand being humble but business is a competitive sport. You have to speak up or you will be left out. One of the best ways to self-promote without feeling “sleazy” is to have your results work as your income advocate.

Find two or three clients who are willing to do a video on your behalf. Before and After photos work well, but often- today’s culture believes they are not real or photo shopped. A video ranks well on Google and YouTube, where photos do only OK. Plus, a video dispels any questions about your client testimony and its validity.

As we head into the rest of 2015, start promoting yourself and the good work you do.  Post client result videos and testimonials on  your social media accounts and your websites. Remember, branding is 98% visibility.

Until tomorrow,

Velma Trayham

PR Tools, Updated!

I was recently asked a question about what PR tools are worth having. Well, there are a lot of select from when it comes to publicity tools and apps. However, I will say that the follow three are "must haves" for newbies and seasoned PR professionals.

1. PitchRate. This free service connects journalists with topic experts – such as small business owners – for free media coverage. HARO is good, but PitchRate delivers results!

2. Zemanta. Basically, this is a blog service on steroids. The service will index your marketing content for multiple Content Ad formats. It saves you tons of time and is worth signing up for.

3. Aminstitute.com. This clever website helps you develop the perfect headline for your next release or ad campaign. Oh, it is free too! You want to write in AP style, but you want to capture emotion- this website tool helps you do both.

Velma Trayham

Peer Referrals …. Do They Really Work?

I recently had someone ask me if I get any ROI from attending marketing events or online symposiums. The truth is ‘Yes’ – I do. While I know many people don’t think marketing events or peer referrals truly work, the bottom line is to understand that referrals aren’t a “sure” thing. You still have to work to obtain the business.

Some people say, “Sure, refer me to your source” only to be nice. This is a lead that you will pitch and pitch and will never come through.

Other people say, “OK, make the introduction” only to see the cost of your services and run away- no matter how valued the relationship is. This lead was never secure to begin with.

Other people are thinkers. Other people are price comparers. And other people are actually interested. Like any type of business, referrals are simply inquires and you have to earn their business. Just because someone knows you and loves your services doesn’t mean the third party will buy on a handshake or virtual introduction.

So, how do you close a referral lead? Simple – just follow these 3 steps.

First, reward those who send you business. If the referring party has a financially vested interest, he or she will help to follow up and close the leads they do send over. Keep in mind, however, that only about 20% of all leads will actually close.

Second, offer a discounted or rewards program to those who have been referred to you. Even with praise and amazing ratings, an incentive-based offer to try your services for a limited time works better than sending over a large contract or long-term service obligation.

Finally, don’t be aggressive. Stop with the daily “follow up” phone calls, sales-ad emails (sent twice a week), and Facebook ‘Likes’. If a potential lead is annoyed with a pushy sales process right off of the bat, he or she will be skeptical of your services. I know it is hard- but be conservative with your follow up efforts.

Until next time,

Velma Trayham of ThinkZILLA

The Habits of Successful People

Are you mentally strong? Are you able to be successful? Much like your body has to be worked out to become strong, the brain does too. Many of the most celebrated CEOs and business leaders around the world are know for being "tough as nails", but this didn't happen overnight. In fact, most CEOs have to practice being mentally strong and work at being successful. 

Here are the top five habits of mentally strong people who are successful;

#1. They don't attend pitty parties. That's right, the mentally strong don't feel sorry for themselves when things don't happen as planned. They don't blame others or dwell on things, either. So, if you want to be great, brush off something that didn't work out and move on without holding a grudge.

#2. They refuse to be complacent, even when the money is good. Yes, complacent only means you will one day be outdated. Embrace change and learn new things daily.

#3. They refuse to please others. Mentally strong people have a job to do. Worrying about pleasing others or how others will react is a distraction that will cut off money and success. Don't worry about people, worry about the task at hand.

#4. Don't give up after a venture fails. Most of the known CEOs have had failures. But they're out there, spinning a new business and looking at other opportunities. If you let failure stop you, then you really do fail!

#5. Don't rely on the world for anything, including breaks. The world owes you nothing, regardless of how tough you had it as a kid or so on. If you know the world isn't going to give you a break, then you realize you have to try harder than everyone else to be successful.

Until tomorrow,

Velma Trayham

The PR Power Is In The Lesson!

Happy Almost Friday! Below are a few powerful PR lessons I've learned. I want to share them tonight so you have a few tools to help you better your ability to compete within business.

Here we go;

Before you create anything in business ask yourself these two questions: “What problem am I solving for my ideal client/how am I being of service?” and “how does this lead to making money?”

Brain storming is vital for success. When you release all of the ideas in your brain and get them down onto paper you can start to strategize and organize. You can put the pieces of the puzzle together and eliminate the ideas that don’t serve you.

Just because you CAN do something doesn’t mean you have to. You are great at many things but that doesn’t mean you have to do all of them at once. Take that one step further… just because you started out doing one thing and became known for that one thing doesn’t mean you have to continue to do it if it no longer thrills and excites you. Let it go.

Community is critical. There is nothing more comforting than sitting in a room with like-minded people who are taking a risk and opening up about their fears, insecurities and limiting beliefs. It’s not easy to speak your truth but once you release it, you can move past it.

Mentoring is invaluable. I truly believe that the fastest way to success is through mentoring. There are things experience can teach you through the lessons and insights shared by those who have been there and done that.

The only way to grow is to take risks. The surefire way to stay exactly where you are is to do exactly the same thing you are doing right now. It’s a choice. Choose wisely.

Until next time,

Velma Trayham

Not THAT Client! Heading off difficult clients....

There are two types of PR clients. Those who pay you to do your job, council when needed, and help promote growth. Then there are those clients who pay you to say their ideas are great, never challenge what isn't working, and sit and listen to them blab on about how great they are.....

The challenge in being kind lies with the second type of client. It is not your job to be kind to clients, although there is a way of saying certain things, but rather it is your responsibility to be honest and deliver the raw truth.  Clients can become very upset when you do this. They may even drop you for a while. Don't give in and be kind. Instead, restate what you said. Mean what you say and say what you mean.

I had one client who was a celebrity. She thought things were not moving fast enough for her in the campaign. We had many prior branding challenges to deal with. Things weren't going to move fast and I told her this when the contract was signed. Two weeks in, she started to call me every day and complain. I had no choice but to not be kind and be honest. She fired me. She fired the next PR firm and then the one thereafter. A year later, she tried to hire me again. I declined the contract.

You want to work with clients who are ready and willing to hear the truth and to do whatever it takes to build their brand and promote growth. You don't want to work with clients who expect you to be the 'yes' man or women. This said, below are my tips for delivering blunt, unkind PR advice.

1. Don't be sorry... be about shine. Don't ever apologize to a client if you have nothing to apologize for. They may want to hear 'sorry' but this isn't something they are entitled to hear.

2. Back up your words with facts and data. It's hard for clients to blow off your points if you can back them up.

3. Have an exit strategy. If you know a client isn't willing to change, figure out how you are going to exit the relationship within the contract's terms.

Until next time,

Velma Trayham

Budgets Are Tight, Vamp Your Relationships

Our relationships with the media come from a long line of pitching, meeting in person, bugging, sending over holiday cards, repeating this process without feeling rejected, and then repeating it again. It gets easier as time passes and you prove yourself as a publicist.  

This said, I wanted to share one key thought (or magic want maneuver) today when it comes to breaking the ice with a much sought after member of the press. If you can’t crack a relationship (or even a smile) from a press agent, implement the Tripe R method. This method consists of Respect (1), Reliability (2), and Response (3).  

First, you have to respect the demand on journalists today. Many people blog for free and get paid by ads or PPC campaigns- not media resources.  This said, budgets are tight and reporters have more responsibilities along with a skeleton staff due to cutbacks. Traditional media is competing with a heavy freelance community. If you call a reporter once during the day, leave it. Don’t call four or five times. Don’t send emails throughout the day. Don’t trample on their time. Be respected and also make sure what you’re pitching is included in their assignments category, otherwise you’re just being annoying.

Second, be reliable. This means not exaggerating facts or shoving hype when speaking with a reporter. If a member of the press can learn to trust you as a resource, you will have them knocking at your door- not the other way around. So remember, never lie to the media to get press attention. It will backfire.

Finally, be responsive. If you can’t respond to any member of the press within 5 minutes of the day or night (and anytime of the day or night) you can say goodbye to your client’s story / interview and the relationship with the reporter. Most members of the press work long hours and are usually up late finishing stories. They may send you an urgent email at 1am asking you to verify a fact. Do it. Be available at all times to the media as this is part of your job as a publicist.

Until tomorrow,

Velma Trayham of ThinkZILLA

Pitch Using Twitter

Most people don't understand the power of Twitter. Well, here is a secret- most of the big production television shows request pitches directly to the affiliated producer or reporter using Twitter media. Never heard of it? Well, check out this example; http://www.usatoday.com/reporters/

Now, here's how to pitch via Twitter when you find the right person;

1. Make sure your Twitter profile is complete and professional. Photos of you drinking with clients or partying with other publicists isn’t professional and should be kept to your own private accounts, not your company account.
2. Make sure that your Twitter feed is active with industry news and valuable information for your sector. Remember, members are the press are professional BS trackers. They will call you on not knowing your stuff or being too self-promotive.
3. Follow up with a phone call. If the press agent hasn’t responded to your Tweet pitch, make sure you plan a 3 day follow up via a phone call. If they still don’t respond, don’t bug him or her. Try again later and with a different angle.

Until tomorrow,

Velma Trayham

Branding & PR - A Few Ways to Attract Attention

If you need to call attention to yourself, or your company, there are some tips I'd like to share with you. First, you need to be your own brand. Don't let an interview, introduction, or any other opportunity go by without telling someone who you are, how you can help, and what your tag line is.

Next, your tag line should be a phrase that explains what you do and why you're better! For example, Burger Kind's is "Home of the Whopper". They sell Whoppers. They are the only company that sells Whoppers. Period.

Finally, don't stop selling - it's not shameless to plug yourself, as long as you do it honorably. If you meet a radio show host, talk yourself up but do so in a way that he or she would see how having you would benefit the audience- not yourself. Remember, you have to solve a problem for someone in order to present media value. Often, this problem solving comes in the way of providing expertise or industry insight.

Until tomorrow,

Velma Trayham of ThinkZILLA 

You Get More With Honey.....

Publicists don’t have a magic wand in their desk drawer. Their relationships with the media come from a long line of pitching, meeting in person, bugging, sending over holiday cards, repeating this process without feeling rejected, and then repeating it again. It gets easier as time passes and you prove yourself as a publicist, too.

This said, I wanted to share one key thought (or magic want maneuver) today when it comes to breaking the ice with a much sought after member of the press. If you can’t crack a relationship (or even a smile) from a press agent, implement the Tripe R method. This method consists of Respect (1), Reliability (2), and Response (3).

First, you have to respect the demand on journalists today. Many people blog for free and get paid by ads or PPC campaigns- not media resources.  This said, budgets are tight and reporters have more responsibilities along with a skeleton staff due to cutbacks. Traditional media is competing with a heavy freelance community. If you call a reporter once during the day, leave it. Don’t call four or five times. Don’t send emails throughout the day. Don’t trample on their time. Be respected and also make sure what you’re pitching is included in their assignments category, otherwise you’re just being annoying.

Second, be reliable. This means not exaggerating facts or shoving hype when speaking with a reporter. If a member of the press can learn to trust you as a resource, you will have them knocking at your door- not the other way around. So remember, never lie to the media to get press attention. It will backfire.

Finally, be responsive. If you can’t respond to any member of the press within 5 minutes of the day or night (and anytime of the day or night) you can say goodbye to your client’s story / interview and the relationship with the reporter. Most members of the press work long hours and are usually up late finishing stories. They may send you an urgent email at 1am asking you to verify a fact. Do it. Be available at all times to the media as this is part of your job as a publicist.

Until tomorrow,

Velma Trayham of ThinkZILLA

Branding Sins in PR

I am a branding expert.  My credentials speak for themselves. I was asked a question over the weekend by a peer in the public relations field. The question had to do with the theory that there is never a bad review or such a thing as negative press.  My peer wanted to know if there are, in fact, branding sins. Well, the answer is YES!

There is such a thing as negative press.  It will impact your media value and that is a bad, bad thing.   The first branding sin is constant change. Some of the biggest brands in the world change to keep up with trends and the times but they are subtle and not noticeable.  Constant major changes to your logo, your image, your website – these all look like acts of desperation within the media realm. Avoid these pitfalls if you can.

Another sin is a constant change in PR staff. I know many clients who don’t obtain immediate fame and are on to another “bigger and better” publicity firm every couple of months. Well, why wouldn’t they obtain traction and press? Not only are they going to obtain a reputation as difficult, but they are going to be seen as looking for someone to create fame on their behalf instead of earning it. No respectable PR firm wants a client like this.

Finally, the last branding sin I see far too often is the non-authentic brand.  For example, made pop stars don’t last because they are molded, not born.  People who portray their image through photos but can’t deliver on products or within interviews will never do a well-created brand justice. This is why it is a sin. Your brand should amplify what your product is or who you already are. If you are trying to be something you are not, and build a brand around it, you’re dead in the water. You may obtain a few pieces of press here and there but nothing that will sustain a career!

Until next time,

Velma Trayham

Top Ways You're Killing Time!

Ever feel as if there isn’t enough time in the day? You are not alone, especially if you own a company.  Well, there are some things we as people do daily that really lead to time crunches and task bottlenecks. I’ve listed them below to help you identify where you are wasting time and recover it to become more productive.

1.     Administrative work. If you are a business owner then this is your largest waste of time. Many business owners don’t want to relinquish control over these tasks. Why? You should waste an hour or more a day consolidating reports, reviewing specific documents, etc.  Your administrative team should do this for you.  You only need to review report synopsis, considering details as needed- not in general and all of the time.
2.     You place value on quick tasks. Don’t do this. You are wasting time. If you put off schedule appointments for simple haircuts, responding to short emails, etc. – then you are adding items to your task list and building pressure upon yourself that isn’t needed. If it takes under 2 minutes to do – do it immediately.
3.     Finally, don’t repeat things. If you have customers who ask you the same thing over and over again, or want you to send them the same document over and over again, put it on your website.  They can find these answers and documents on the website or your administrative team can help.

Until tomorrow,

Velma Trayham

Don't Kill Your Own PR

I was recently speaking with a client who had a terrible idea. I had to break the news and that is always hard. So, what was the idea? Sending gift bags to the local media. Not only is this a huge waste of money and time, it violates many ethical boundaries on the journalist’s end and the publicist’s end.  The intention was never to bribe the media with the gift bags, just get their attention. So, when does a gift turn into a bribe and a bad PR move? Well, anything over $25 dollars defines the line.

Yes, professionally, the IRS allows “gifts” to be under $25 if directly related to your specific industry. You can buy gifts for clients if the presents are under twenty-five dollars.  The PRSA seems to agree with the IRS. So, gift cards for coffee or lunch are ok, but expensive gift bags aren’t. Let’s say a journalist accepts the gift bag. Let’s say the journalist honestly likes your story- and covers it. Let’s say that a competitor finds this out. He or she can single handily ruin the reporter’s career, the media outlet’s brand and your reputation as a publicist. Now, was that media get worth it? Of course not!

So, on a Tuesday, ask yourself what your worst PR move has been and hopefully it doesn’t include well-intended bribes.  If so, don’t make this mistake again. Get your media obtained by actually earning it, not buying it.

Until tomorrow,

Velma Trayham

Create Better Client Relationships

You don't want to seem fake or phony when contacting clients who you haven't been in touch with for a while or who you no longer do business with. So, how do you create or re-establish valued relationships that could turn into long-term business? Easy, just use my 3 surefire tactics!

#1. Set up a Google alert. People tend to over complicate things. Every single time you pitch a potential client or do business with a client- setup a Google alert in his or her name and one in their company's name. The first thing you should do every single day is scan your Google alerts and then send an appropriate email or make a phone call on this subject. I would do this once a week. It avoids being generic and shows the customer you do care.

#2. Be a giver. I know so many people who refuse to spend actual money buying noteworthy gifts. Hey, they work. Why would you skimp on this? If I don't hear from a former client in over two months, I send them a $25 Starbucks gift-card. Yes, I do this every two months regardless if I hear from him or her. Why? Because in the long run, it works! Rewarding clients for doing business with you, beyond giving them a stress ball with your logo on it, is a proven ROI generator.

#3. Keep a secret note stash. Yes, if a client is talking to you about one thing and says, "Excuse me, my daughter Trish just called. Let me call you back," then excuse the call but write down that this client has a daughter named Trish. Next, schedule yourself to send your client something for Trish the following week.  Again, tie in the giver step.  If your client had a death in the family, send flowers. If your client mentions trying to lose weight, send something that compliments this goal. Be personal without being obvious. Remember, the devil is in the details.

Until tomorrow,

Velma Trayham 

Three Poor PR Practices

I'm asked all the time what a publicist shouldn't do. Well,here are my top 3 WORST PR Tactics of ALL TIME;

1.       Bait and Switching Accounts.  The owner of the PR firm- you know, the one with the experience- pitches a client account. After the client signs on the dotted line and deposits are paid- the client is assigned to a Junior AR who is fresh out of college with no contacts and no experience.

2.       Hitting the “viral campaign” market right out of the gate. I still don’t understand the thought process behind this.  You need to develop relationships with journalists before the public will ever care about your client. So, why do so many newbies spend time tossing Instagram memes and viral releases at consumers? Don’t they know these efforts are a waste of time and not the first item of business?

3.       Email is your only friend.  People don’t talk anymore- except for journalists. They make phone calls, so why do PR people rely upon email to pitch a reporter? If you’re sending blast emails to reporters, your client will be blackballed from coverage. Pick up the phone and develop or further your relationship with journalists.

Until tomorrow,

Velma Trayham 

Are You Posting Yet?

I ran into a woman the other day who said her brand was going nowhere. Hmm. I asked her, out of curiosity, why she thought this was.  She said there are too many PR people online and it seemed like white noise.  Well, that's true. There are a lot of PR people online.

However, PR people online isn't the problem. The problem, after speaking with this woman, was her posting. She wasn't posting anything news worthy on social media accounts to engage her industry peers. She was posting Selfies and Memes and the occasional press release. She wasn't reposting what her peers were writing or promoting.  We all know PR is a two-way street....

If you're going to have a social media account that is truly engaging, you have to engage other people. Don't push only your news... Comment on industry news and approach the PR people. We are all not the enemy. Competitive, yes! The enemy, no. We know relationships are important and are willing to engage.

If you're a publicist, you need to start posting and engaging with others. This is the best way to boost your reputation.

Until tomorrow,

Velma Trayham

Two Ways Facebook Can Work For You!

People tend to believe Facebook is all about branding and can't generate real business. NOT TRUE. If you use Facebook right, you can convert visibility to profitability. Here are my top two tips for doing this;

Here are my top four tricks for Facebook use in direct relation to business ROI and brand engagement;

1. Ask for input. This helps your demographic not only take ownership of your brand in a way, but it can help you from spending money where it doesn’t need to be spent! Whether you customers to vote on a new logo or product color, use their input to reasonably guide the direction of your next business decision.

2.  Be your own biggest fan. Facebook is where you want to promote yourself without limits. Be bold, talk yourself up, and post relevant information and graphics. Your customers will engage with you more often when you are confident about your services and products.

Until tomorrow,

Velma Trayham

PR Presentations... What Are You Missing

I love when I see all bells and whistles on a competitor's presentation. It helps me a lot! While anyone can hire a cheap graphic designer off of ODesk.com, not to many know about the psychology behind design and marketing. This, my friends, is very important when pitching potential clients.

A beautiful design doesn't mean anything in business. Sure, it is nice to have but decisions are made on cost vs. experience vs. if a client feels comfortable (or not) working with you. When competing companies only invest in a design that looks good, it leaves an opening for me to follow the presentation with "what are they missing" when talking to the client.

If you are pitching clients based on visuals only, know that you are making a major mistake! First, you have to make sure you have the right visuals- not just ones that you like. You have to align your thinking and presentations with the temperature of your potential client's current look and feel. Next, you have to use the AMA's set of psychologically invoking marketing concepts. Then you have to follow this with real references, solid numbers, milestones and guarantee, and a work plan. This is the part where many PR professionals fail - the numbers and the data.

This said, as we head into a week of Thanksliving, check your pitches and your presentations. Give thanks for the business you earned in the past and think about how you can polish up your presentations in the future!

Until tomorrow,

Velma Trayham of ThinkZILLA 

Velma Trayham's Top 3 Website App Picks

As a publicist, you will be expected to help rebrand the visual representations for your clients. Many clients do their own websites and have their vision in mind, not what clients are attracted to- or may even expect.  This is why I am listing my top 3 website development apps that will help both you and your client find common ground when developing a website.

1. NameMesh.  Your clients may want their names to be their domain. This is great if your clients are famous. If your clients aren't famous, this will kill their searchablity and SEO. So, if you have a new client who is a corporate speaker named Jill Ann Smith, setting up a a domain that is 'JillAnnSmith.com' or 'JillAnnSmithSpeaker.com' is going to kill the client's web presence. NameMesh can help you put in key terms and develop an SEO friendly domain name. In Jill's case, I would suggest 'topworldspeaker.com'.

2. Asana. I love this app because you can start using it for free! This is a task management app that works for both teams and for individuals, Asana not only allows you to stay connected with those who you are working with, but allows you to stay connected to the things you are working on. This is perfect for working on creative ideas together with your clients, and your design team, to develop a great website!

3. Bliss Control.  If your client has tons of social media accounts with misc. branding on each one, don't panic. Bliss Control allows you to update, delete, navigate through, and design all of your clients' social media accounts at once!

I hope these app suggestions truly helps you to design an amazing website for your clients.

Until Monday,

Velma "Coco the CEO" Trayham