Making It Rain…. Sales

I’ve been asked time and time again about sales and how to get more of them. Well, there is one sure-fire way to get sales but it is a practiced art and it shouldn’t be the only sales funnel you rely upon. So, what is the one way to actually improve sales?

Notes. Yes, take notes. If you don’t take notes, you likely won’t remember what’s said or what commitments you or the customer made to each other. Plus, when you take detailed notes during a cold call or an initial conversation, you can make your follow-up more personal, which will resonate with the customer and lead to better chances of closing a deal.

I have found that we often spend so much time selling ourselves and pitching our products and services that we fail to listen. We fail to take notes. We fail to solve the problem for the customer vs. selling the customer on solving the problem. Hint: The customer knows they have a problem. They don’t want to hear that you can solve it, they want you to understand how they feel and then have you understand their point of view. Once you can convey that you understand how they feel (again, through detailed follow-up via your notes), then you can ask for their business and start to really close deals and increase sales.

Until tomorrow,

Velma Trayham

Rules For DIY Publicity

I want to talk today, a bit more than usual, about DIY publicity. Contacting the press is tricky. You should follow AP standards but you shouldn’t cookie-cut pitches, advisories, etc. Remember, PR is about relationships- not press releases! This said, I have 3 tips for you when it comes to writing and sending emails to the media.

1. Your focus should be on the subject line. Press members are busy! They are pitched by people they do know and don’t know 100 times a day. Plus, they receive emails from peers, their boss, publicists responding to story requests, friends, family, SPAM… their email boxes are flooded. If the email header reads “press release” or “media advisory”… don’t bother sending it. You need a subject line that will stop traffic.

2. Don’t BS a reporter. They hate hype. They can spot hype a mile away. If you use any type of promotional verbs or nouns, they will not only NOT cover you- many will put you on blast via social media. Reporters like quick facts and credible resources.

3. Attach this. Reporters are not going to open an attachment. Forget it. If they’re interested, they will follow a link. Yes, you need to provide two links in your email. One that goes to the media advisory or press release with more information and one that goes to the online media kit.

Remember, you can mess up on AP style, you can pitch the wrong reporter (who will send it to the right reporter almost always), and you can accidentally toss in a spelling error or two- and still get your story covered. Journalists can forgive bad style if the story is good. But, if you’re not doing the basics right (see above), they will never even open the pitch.

Until tomorrow,

Velma Trayham

Your Image- Why It's SOOO Important

I was recently speaking with a friend about his business and he said that while business is slow, he loved the fact that he could wear jeans everywhere and anywhere. Well, just because you can be casual doesn’t mean you should be casual. Different situations mean there are different expectations. Knowing how to dress and when to dress is very important to the success of your business… even if you want to be casual.

According to research from Princeton University, people assess your competence, trustworthiness, and likeability in just a tenth of a second, solely based on the way you look. That is a fact! So, while you may like being casual, it could be something that works against you on a sub-conscious level. Thus if you want to be respected, casual may not be the way to go. In fact, flashy may not be the way to go either.

Whatever image we present is magnified by social-media services like LinkedIn. Chances are, your headshots are seen much more often now than a decade or two ago. Millennials, it seems, face the paradox of being the least formal generation yet the most conscious of style and personal branding. It can be confusing but be consistent.”

I suggest you change your profile photos every six months to grab attention, stay relative, and reflect where you are presently in business. If you can be comfortable yet professional and you need to make sure your photos and your content are consistent.  Ask yourself, “would you hire you?” If the answer is ‘no’ then there is a bigger problem below the image thing on social media.

Also, understand there is an underlining context to what is within your photo, including backgrounds and even the title of books that may be in the background. If you seemed more focused on you the brand, how can you be focused on clients? If you seem more focused on drinking, where are your clients? Know your clients and their expectations and then make sure your profile photos and social media images coincide with this brand expectation.

Until next time,

Velma Trayham

Why Being Busy Costs You Money

Recently I spoke with a woman who wanted to expand her business. We talked about her goals. Then we talked about what she had tried and what hasn’t worked. I found out she was barely making an effort to market herself online. This said, I offered her several recommendations to improve her visibility online and boost her autopilot moneymaker programs.

She  declined all of my recommendations. She cited that she was “too busy” with her current clients to implement my recommended ideas. I guess you can bring a horse to water but you can’t force it to either drink or make more of a profit!

Busy is the worst excuse for not marketing yourself. You are basically saying “No” to money. Why? If you’re busier- you can hire more help to support yourself while still making a profit.  First, it takes money to make money. I can’t understand why someone would pay for me to review their past mistakes and then make profitable recommendations for their future only to say they are “too busy” to do anything about it.  This makes no sense and is a real waste of money.

You have the ability to make more money. This said, there is NO magic wand. I can provide insight, evidence and recommendations for your business, but if you don’t want to take the time to help it grow then it won’t. You need to make the time to invest in yourself in order to see results. No one can do this for you as a business owner.

All this said, are you using the busy excuse as a way to dodge being the best version of yourself?

Are you afraid of success?

Are you afraid of having to pay more for marketing and support staff because you will be making more money?

Ask yourself these questions today and really assess the answers.

Busy isn’t a valid excuse. People with major disabilities overcome significant odds each and every day and go on to do great things. They aren’t familiar with the phrases “can’t” or “busy”. They are in a constant “can do” mindset- and you should be too- unless, that is, you’re afraid of success and busy is your crutch to staying complacent.

You can always make time for more business and money. Period!

Velma Trayham of ThinkZILLA

Contacting The Media Via Email

Contacting the press is tricky. You should follow AP standards but you shouldn't cookie-cut pitches, advisories, etc. Remember, PR is about relationships- not press releases! This said, I have 3 tips for you when it comes to writing and sending emails to the media.

1.  Your focus should be on the subject line. Press members are busy! They are pitched by people they do know and don't know 100 times a day. Plus, they receive emails from peers, their boss, publicists responding to story requests, friends, family, SPAM... their email boxes are flooded. If the email header reads "press release" or "media advisory"... don't bother sending it. You need a subject line that will stop traffic.

2.  Don't BS a reporter. They hate hype. They can spot hype a mile away. If you use any type of promotional verbs or nouns, they will not only NOT cover you- many will put you on blast via social media. Reporters like quick facts and credible resources.

3. Attach this. Reporters are not going to open an attachment. Forget it. If they're interested, they will follow a link. Yes, you need to provide two links in your email. One that goes to the media advisory or press release with more information and one that goes to the online media kit. 

Remember, you can mess up on AP style, you can pitch the wrong reporter (who will send it to the right reporter almost always),  and you can accidentally toss in a spelling error or two- and still get your story covered. Journalists can forgive bad style if the story is good. But, if you're not doing the basics right (see above), they will never even open the pitch.

Until tomorrow,

Velma Trayham 

Holiday Cards... Are They Worth It?

There is a lost art within our business. Believe it or not, that art is writing! In the last few years I have noticed that people just don't send handwritten holiday cards to their peers or their clients anymore. Why? I think it is sad. A publicist has to rely on relationships to make their clients successful, yet we are too tired or too cheap to buy holiday cards and write a short, personal note.

I can't say how many times within the last two years that I have received an eCard. And while the thought does count, it just seems to impersonal. I know that little effort was put into the task and that it probably was an automated CRM cue that notified the sender that I was either due for a holiday card or a birthday message.

I understand tight budgets, but relationships are worth more than the two dollar card and fifty cent stamp. If you're on the fence about sending out actual holiday cards this year- please consider that a personalized card says something about your attention to detail and shows that you truly do care about the relationship. eCards, while easy to send, make people feel like a number more than communicating a feeling of appreciation.

We work in a business that is personal. Why not back up this sentiment with a personalized "Happy Holidays" note from yourself? It is something to think about this week.

Until tomorrow,

Velma Trayaham of ThinkZILLA

Ferguson- From A PR Perspective

I know this is a touchy subject. I was so hurt- on many levels- after watching the events in Ferguson unfold last night via CNN. The way the media, people, and police handled (or lack thereof) each milestone was crass. From a PR perspective, last night was a disaster!

So, what could have been done? Well, it depends on who one would be representing in the case of last night's events. From the police standpoint, their Public Communications Officer should have pushed a Standards Guide and contact guide via social media hours before any announcement was made. Business owners should have been provided with a separate line to report looting and security incidents to. Police officers should have been assigned to protect businesses too.

Michael Brown's family should have had a publicist to help their attorney enforce statements so the 4.5 minutes of silence could have- and should have- taken place. The attorney, while he did a good job, needed to have more of a PR voice with the  media to push his initiative.

CNN- oh boy. CNN knew better and should have practiced more responsible journalism, not just covering crime. They took the concept of "if it bleeds - it leads" to a whole new level last night and in the name of ratings- not justice.

I could go on and on and on.... but I won't. We as a country need to practice how we deliver our messages and beliefs to one another in a more constructive manner.  Remember, it isn't what you say as much as how you say it. What happened last night speaks volumes but I'm not sure if the message was actually heard.

Until tomorrow,

Velma Trayham

Are You Ruining Your Own Image?

Here's the thing, you shouldn't mix business with pleasure. In the publicity world, this can be very hard to do.  You have to create relationships with people but you have to keep it professional. Does this mean you don't go out for drinks after an event with your co-managers from different marketing and event teams? No. Does this mean you get black-out drunk, make-out with the cute AR from a competing agency, and tell your client what's up via YouTube? Heck, no!

Publicity people can turn on you. I don't care how loyal you think they are. Making friends with other industry insiders isn't advised unless you know that person for at least five years! The same goes for any other industry peers. You need to maintain your professional edge all of the time with everyone, even when out in social situations.

I recently ran into a junior AR who was mortified when her drunken client rant from an industry night went on YouTube and then was sent directly to her client account. "But the video was on my personal FB page," was her explanation to me. Really? And she didn't think the guy from the competing company - the one who wants her client account- wouldn't swipe it off her personal page and pull this trick? Remember, not everyone is PRSA certified!

Always be friendly but professional when working- even at social "after work" events!

Until Monday (yes, there isn't a blog tomorrow- Happy Halloween),

Velma Trayham

Do Your PR Efforts Measure Up?

 I recently spoke about the benefits of measuring public relations  efforts. Many PR people are afraid to run a publicity report. Why? The PR report can help you gain better contracts, more money, and more respect within your industry. If you are afraid to run a metrics report then you know you are doing something wrong or under-serving your clients.

Here are a couple of ways to measure PR efforts for you “Do-It Yourself’ers” out there.

1.       Surveys - Ask relevant questions and tally results. Yes, survey results count as part of reporting. In fact, it is a major role if your client isn’t a B2B client.

2.       Scores - Create indices or scoring mechanisms to identify valuable outcomes and results, recognizing quantity (volume of media hits) and quality (scoring for content feature, prominence and mention).

3.       Correlations - Identify correlations between outputs, outcomes and business results. Track public relations events with lead generation (online, email, phone, events) and track public relations events with web traffic.

There are some online applications that can run your social media and clipping reports too, but you often have to pay for these. Yes, they are expensive.

Even if you have to create and keep reporting data in a spreadsheet, do it! Not sending clipping reports or reel reports- heck, any report, can shortchange both you and your client.

Until tomorrow,

Velma Trayham

PR- The "Trendy" Business

I heard a man state that owning a PR company was the next big thing for people who don't have any other career options. I looked at him in his eyes and laughed. This couldn't be further from the truth and showed just how ignorant he was!

A publicist has to wear many hats. Client counselor, media negotiator, sales agent when pitching, writer, designer, mediator.... the list goes on and on. The owner of a PR agency has to absorb even more responsibilities and wear even more hats! Us PR people have to work in many capacities. In fact, we do multiple jobs.

What he did say about PR being a "trendy" field to get in to was true. Many people think this job is easy. They think it will make them famous or a quick buck using an eBook as a venue.  I also know many female PR reps who are only in the business to meet celebrities (AKA next boyfriend) and that is really wrong, but it is true. There are a lot of celebrities out there who married their publicists because of this scenario combined with the amount of time traveling PR reps spend with their famous clientele.

While PR may be a "trendy" business to get into, only the strong and those who can deliver results survive. The rest, well they fade out like many celebrity marriages. They either can't maintain client happiness, can't product results, or simply can't stop promoting themselves vs. their clients.

Until tomorrow,

Coco the CEO

When It Is Over….

This week I’ve been asked about business partner relationships. I’ve spent the past couple of days dedicated to covering this topic on my blog.  As a result, I received a Tweet request on how to break up with a business partner. Well, first- you have to ensure you can legally do this. Then you have to consider if doing this will harm your company vs. if your feelings are simply hurt. If your feelings are hurt and letting go of the partner will harm the company, then this is a bad move to make. If your feelings are not hurt and keeping the partner on will harm the company, then this is the right move to make. Can you see where I am going with this?

Back to the point….. there are going to be times in life when people either grow apart of have a difference in vision when it comes to business. Below are my top three ways to let a partner go.

1. Make sure you have a contract going into the relationship. When you have to break up- don’t get personal about things, get contractual about them.
2. Never say anything negative about the partner in public or in an email. Be as positive as possible – even if the other person is being negative. Remaining positive will help your mindset and other people will natural gravitate to your side of the matter.
3. Be willing to take a loss, after all- losing a partner is a loss. You will have to prepare yourself for a lot more bumps in the business road. This is going to be hard, but not impossible. You can continue on without a business partner. If someone is harming your company, or your brand, it is time to call it quits. Like any relationship, don’t stay involved with your business partner simply because it is hard to say ‘no’ to them or because you are scared to venture out on your own.

Until tomorrow,

COCO the CEO

Bad Publicity Can Be Beneficial

There is a saying that any press is good press. This isn’t true. Most of the time bad press has real consequences on a brand or business. Sure, you get a lot of media attention during the bad circumstances, but the attention doesn’t usually equate to dollar signs. In fact, most of the time this measurable type of press hurts your bottom line!

There are exceptions to every rule, and there are times when bad press can benefit you. Caution, these occurrences are very far and few in between.  If you find yourself, or your client, on the receiving end of bad press- here are some pointers to try and ensure you come out on the other side in a positive light and a profitable one, too!

First, address the media head on. Don’t wait to credential everyone. Simply pick up the phone for everyone who calls and answer emails as soon as they hit your InBox. Make sure you keep your story straight, too. Don’t tell one reporter one story and another reporter a different story. Tell the truth and own up to any mistakes you have made.

Focus on your corrective action. How are you going to fix the issue at hand? Write a media advisory about this and place it on all your social media websites (links too).  Don’t simply apologize or offer an explanation, offer action!

Finally, don’t attack the other party if there is one involved. If someone is accusing you of something that isn’t true, attacking the other party or calling their integrity into question can backfire. Simply state they have a right to their opinion but you have a right to tell your side of the story. Then, in a positive manner, tell your side of the story.

Until Monday,

Coco the CEO

The 2014 Go DJ Awards In Houston Broke Entertainment Records!

ThinkZILLA Marketing & PR clocks 54 media outlets for the first-ever Go DJ Houston Awards.

On Monday, July 21st the first-ever Go DJ Houston awards took place at Warehouse Live in downtown Houston, TX. The award show was produced  by CEO Craig Williams of the Go DJ Global Coalition , Velma Trayham ThinkZILLA Marketing & PR Group,  Orbit Did It Films and Afterwork Inc.  The event had over 54 media outlets covering the red carpet, local and national entertainers, and honored local business and media members. The Go DJ  awards brought in a record of approximately  $300k + in media value for the city, performers, sponsors and attendees. http://www.godjawards.com/ “We've already began early planning and strategic planning  for the 2015 Go DJ awards, Our promise is to uphold the integrity and elegance to ensure the event grows stronger each year.The event couldn't have run smoother and everyone had fun, which is what  our first priority was in showcasing  the top  local hip hop talent,” said Velma Trayham "Co Co The Ceo" (two-time author,Business Expert and  Chief Executive Officer of ThinkZILLA PR Group ). “Local businesses came together to support this event. I know it was a risk for them and we are truly honored to have had their backing. The event sold out, which gives us incentive to make next year’s event even bigger and brighter!” Houston’s own honorees include FOX 26 Reporter Isiah Carey and Mega-Pastor Keion Henderson of The Light-House Church, Attorney Carl Moore, James Prince founder of  "Rap a Lot , Kirko Bangs,Slim Thug ,Radio Personality-DJ JQue , Al Rucker "King Of Bonds "and many more.There were so many celebrities and VIP guest that walked the red carpet; Charlie Baltimore, King Keraun, JJ of 97.9 the Box, Tv Johnny, Mayoral Candidate Ben Hall, Kirko Bangz, Reality Stars from  Bad Girls Club , Miss Mykie , Slim Thug and many more all walked the red carpet and were “swarmed” with media coverage. "The Hip Hop Awards featured a Red Carpet, Valet, Formal Dress Attire, Live Performances, a fashion show by 'The Boutique", Food Service by Expensive Taste Catering  and more all while Honoring Houston’s Top. This star-studded event will certainly  put Houston back on the “map” with the level of success it has achieved. With Houston being the 4th Largest City in the United States and not recognized as an entertainment city; I know this event reinstated what the people of Houston already know when it comes to hip hop, entertainment and business- that our city is a talent pool to be reckoned with. I’m hopeful we obtain national sponsors and media coverage next year so the city of Houston can give LA and New York a run for their money when it comes to award shows,” finished Trayham.   The Go DJ Awards Houston was hosted by Ali Saddiq (HBO comedian), comedian Kiana Dancie, and  9X Grammy Producer Brian Michael Cox. The event wouldn't be possible without the assistance of sponsors, which included: Miptags,97.9 The Box ,  A Better Bail Bonds, Houston Hair Weaving Center, The Boutique, Expensive Taste Catering ,Brian Keith Productions, DSD1 and Indique Hair . A total of 37 awards were given at the first-ever Go DJ Awards in Houston. ThinkZILLA utilizes a multichannel approach within the company’s marketing/public relations model to create incredible multi-media opportunities and branding impact. A ZIP EPK with photos, awards list, sponsor biographies, and FAQs are available upon request or by emailingVelma@itsthinkzilla.com or calling 713-297-9122 To request an exclusive interview with Craig Williams  email PRTEAM@ITSTHINKZILLA.COM ****************************************************************CHECK OUT EXCLUSIVE COVERAGE FROM FOX 26 NEWS https://www.youtube.com/watch?v=zYZcvAlxlqI&feature=youtu.be *****

Selling - The Art of Staying in Your Office

I recently watched an online presentation by Tony Robbins on how to be a better sales person. I’ve spoken about selling once before here on the blog. Sales is a vital aspect of every business regardless of what you sell (products or services) or what capacity you serve in a company.

Mr. Robbins said in order to be a better sales person you have to be present in the day-to-day activities of your job. This is so true! I know many sales men and women who spend their days at lunch with clients or on the golf course with clients. Sure, schmoozing with clients is often needed but your entire day, or at least the majority of it, should not be spend with one single client. You need to be in your office working on the next deal while closing the present one. Too much time outside the office depletes you of many opportunities.

Tony Robbins talked about being in the office simply for the purpose of being in the loop and showing that you are committed to selling. I understand his point, but there are many other benefits for being at the office. More leads, more time to answer incoming calls, more face-to-face with customers , more alliances made with other employees.

So, as we head into the final part of the week, identify where in your schedule you spend too much not at your desk and figure out a way to eliminate this.

Coco the CEO

Do You Waste Time?

Do you know how to NOT waste time? Really think about your answer first. In a culture of social media “pings” and feeling like everything has to be done NOW …. more of us actually waste time versus being productive.  

The Eisenhower Box method has been tested again and again. It is the best method to use when preventing time from being wasted while boosting productivity. So, what is the Eisenhower Box method?

Basically, this method states one should separate actions based on four possibilities. The possibilities are:

• Urgent and important (tasks you will do immediately).
• Important, but not urgent (tasks you will schedule to do later).
• Urgent, but not important (tasks you will delegate to someone else).
• Neither urgent nor important (tasks that you will eliminate).

If you look at every single item that comes across your desk, iPhone, tablet, etc. and apply one of these four possibilities to it – you will not waste time.  The Eisenhower Box method is all about assessing and addressing by making an immediate decision on every potential and actionable item.

For today, start apply this method and notice how much you get done and how quickly it gets done. I promise you the productivity in your life will go up and you still will have more time left at the end of the day.

Until tomorrow, 

Coco the CEO 

3 Ways to Obtain BIGGER Profits

We all want to make more money and have a bigger profit margin. On this Money Monday I want to talk about bringing in a better income. We may have the same goal, but not too many people know how to reach it. Here are three tricks to grow your profit margin.

First, don’t keep firing and hiring employees. Turnover costs more money than training or retraining an employee. It is actually more beneficial to invest in educating your current employees versus hiring and firing over and over again. Unless an employee committed and employment “sin”, try to work with him or her to help your own bottom line.

Don’t wanted 15% of your work week, which is the national average, on social media. You can delegate this work to an intern or a freelancer.  15% of your work week can be focused on seeking out and proposing new business leads versus working on social media. Writing blog posts and updating social media is important but a huge time water. Invest in someone else to do this for you so you can go after bigger business.

Finally, reward your customers. Find a way to give customers a reason to stay with you. Repeat business is important and easier to obtain than finding new business. If you have to give away a free Starbucks to a customer every month or pay for their business cards to be printed, do it. Do whatever it takes to keep old business- even if it comes to discounting a service or a product. In the end, you will make more money using this system.

Money is why we work.  If you are not making as much as you can each day then what is it that you are doing?

Until tomorrow,

Coco the CEO