Monday 21 March 2011

Get into the Press: Deck the Halls with Story Ideas at Christmas and other times - Paul Johnstone

There are some times in the year August, and December up to New Year which can be painfully slow at newspapers, magazines.   

It’s the same with TV and radio stations because news is not happening as people who usually make the news are doing things other.

Take the talk show as an example, Talk show guests are in short supply. Reporters often find it difficult to track down the people they need to comment on a particular story. 


And because newspapers sell more ads in December, that means more news pages to fill.  Radio, TV Newspapers and on-line media are looking for guests.

Here are ways your publicity effort can capitalize on the holidays:

SO how do you exploit this gap in the market? · Tie your story idea to Christmas, Yom Kippur or New Year's.  Any Holiday time newspapers and media stations are on the look out for timely news or News In Brief (NIB’s)

· Write letters to the editor and opinion columns for publication during the weeks immediately before and after Christmas, when submissions usually drop off.

Call your local newspapers now to see what special sections they have planned during December. Your story idea might be a perfect fit. Pitch your idea immediately because these sections are sometimes done weeks in advance.

Stay alert for breaking news stories on which you can provide expert opinion, even if the topic doesn't have anything to do with the holidays. If a story breaks, call newspapers and TV stations and offer to comment.

Write or call magazine editors, who usually work six months ahead, with story ideas for late spring and early summer. Mark your calendar now to set aside some time before and after Christmas to pitch.



Catch up with you again soon!

  
Paul Johnstone is the founder of
The Paradigm Shakers
Providers of Thought Provoking Training
Delivered by Subject Matter Experts

©Paul Johnstone; The Paradigm Shakers
P.S I always appreciate feed back and comments
If you want to connect with me please join up on Face Book check it out at on.fb.me/hxqADZ Also you will find me on LinkedIn and it would be great if you joined me there http://linkd.in/hFlYP6


Thursday 17 March 2011

DO your prospects Trust You? by Paul Johnstone

In the world of sales, trust is king.

You can advertise, promote, tweet, post, blog and sell like Dale Carnegie on steroids, but if you haven't built trust with your potential customer, it’s truly a waste of good resources.
Researchers keep telling us why people buy from you.  Bu what I know from over 25 years in business is people buy from people.  Importantly they buy from people they know like and trust.

When you buy on-line which you are doing more and more often these days trust is a major factor.  We buy books from Amazon and we trust Amazon. But can you think back 10 years or se when they first started out?  They had to build trust before they could start doing business. We now buy almost anything on-line. From Books, music, groceries, DIY products, insurance even cars! But unless we trust the site we won’t buy from them.

Over the years I realised that one way to build trust is to educate people.  People need to know about you, your company and your products and services. Now there are several ways to do this. Blogging, Tweeting, PR, Advertising, word of mouth, appearing on Radio or TV shows etcetera.  What you are doing is building recognition in your prospects mind.

This is very important because, this recognition takes place in a non-sales atmosphere. As consumers we build up a picture of products and companies we buy from, both positive and negative.  A lot of the information we use for this comes from a non sales environment.

Remember when you are selling people hate being sold to but love to buy.  Your job is to make it easy for the consumer to take the next step and buy from you.  This is where trust is the key, to opening up that sale.

Giving people information is always a great way of building trust.  Give away ten top tips on whatever you are a specialist in.  This will encourage people to come back to your site again and again,  However you should try to update parts of your site regularly so prospects have something to come back to time after time till they buy.

However, one thing is for certain, without trust, your potential for sales are much thiner

Catch up with you again soon!

  
Paul Johnstone is the founder of
The Paradigm Shakers
Providers of Thought Provoking Training
Delivered by Subject Matter Experts

©Paul Johnstone; The Paradigm Shakers
P.S I always appreciate feed back and comments
If you want to connect with me please join up on Face Book check it out at on.fb.me/hxqADZ Also you will find me on LinkedIn and it would be great if you joined me there http://linkd.in/hFlYP6

Tuesday 8 March 2011

Speaking is Important to your business


More and more these days we are told how important public speaking is to your business.  And the benefits you can get if you are better at it. And simple as it may sound there are some easy steps that can help you improve your public speaking skills.
It’s not a top ten it is in-fact just seven keys to unlock the door, and see how we could improve ourselves on each of the points. As always life lessons are very easy and simple to read, but acting on them everyday is the hard part. So much so, that often our first reaction is ‘is that it?’   But most of the time it is that simple! The difference is very few people will put them into action and follow it through.
It amazes me that so many people buy self help and self improvement books and never read them!  So here are the seven keys:
Key 1: Preparation is the key to your success.   The mantra ‘Know the subject’ - is important. To speak you need a command of your topic and to be able to understand your topic.  You don’t have to know everything about the topic before you speak, but enough to answer questions.  If using slides you should know what to say about them and also a little extra so that you are prepared for any eventuality! This will definitely breathe confidence into your presentation. Look stuff happens and things can go wrong during the presentation.  Knowing your stuff helps so if you get flustered you can still continue. Knowing your material is your best weapon against unforeseen circumstances.
Key 2: Understand the audience – this is the expectation part, which is one of the most important aspects in public speaking.  No two audiences are the same and the same humour and phrases will be received differently. Understanding your audience is the basis of designing the speech or presentation. This includes length too. Research suggests that you have the attention of the audience in the first 20 min and the last 20mins. This means if you make it boring in the first 20mins you are sure to lose the audience. Going on for too long or explaining things too much can be insulting at times, so the balance is very important.
Key 3: Rehearse well - “repetition is the mother of skill.” In order to be a good speaker, you need to speak, simple! Public speaking is like any other skill; it requires practice.  Each situation will be different and experience will make you a better speaker.
With the available technology today you can practice so easily, just hook up a digital camera to a TV and try speaking as in public. Or use a web cam it’s that simple.  If that does not do it for you use a mirror.  First it may be awkward as you don’t normally see yourself ‘live’ and it’s not quite the same image you see on a mirror. You will start seeing the good and the bad things you do which you have not realised. You always thought you had a good posture, or you didn’t wave your hands so much, or why do I close my eyes when I say some words?  Take a lesson from sport, as many sportsmen learn much about their mistakes while watching their own videos!
Key 4: Get familiar with the place – new or unfamiliar places makes most of us nervous, this is natural. Going to the hall or room ahead of time will allow you to visualize the room and prepare accordingly. If using A/V equipment, check out where it will be set up and find out if you need extension cords or other additional equipment to suit the room.
If you want to use any material make sure they are in place before you do the presentation. Small things like internet connections, sounds, whiteboard pens can ruin a presentation if you just overlook them or take them for granted.
Key 5: Tell a story – everyone loves a story. - People react well to stories, anecdotes, and real-world examples. You can always draw pull people in with a great story that illustrate your point.    Capturing your audience’s attention with a strong supporting narrative is a winner.  If you can leave the charts and graphs your audience will remember more of what you say, please no more death by power point!
You will benefit greatly if you practice your stories and work on your delivery. The world’s best speakers are also fabulous storytellers. Listen to great speakers as a part of your routine and learn from their pacing, inflection, and ability to deliver a great story. Most speakers will tell you that their signature stories, the ones that sound effortless, took countless hours of practice to perfect them.
Key 6: Build your presence – OK I hear how the heck do I do that?  Help people stay with you when you present and holding their attention is straightforward. Your strongest ally is to have a compelling presence from the platform.  Not shouting or demanding they listen to you, by simpler ways.  Use your strong, commanding voice and a confident, easy manner make a huge difference when presenting to a room full of people. I will share with you some great breathing tips in a blog later this month, so stay tuned!  You will be best served by actively engaging your audience even making a few mistakes than you are to be perfect but meek and boring.
Key 7: Enjoy the occasion – start with a smile because positive energy is infectious. If you are enjoying your time at the front of the room, the audience will want to go along with you. Enjoy the experience, have fun, and take pleasure in the fact that you are sharing something of value with those around you.
Note! And remember the audience wants you to succeed, if for no other reason that you are doing something they don’t want to do.
Finally, if you are serious about public speaking join a group like the Association Of Speakers Clubs  http://www.the-asc.org.uk/  where you are trained for public speaking I still go as often as I can. Check out the courses run by the Paradigm Shakers at http://tinyurl.com/6kbk9zw


Catch up with you again soon!

  
Paul Johnstone is the founder of
The Paradigm Shakers
Providers of Thought Provoking Training
Delivered by Subject Matter Experts

©Paul Johnstone; The Paradigm Shakers
P.S I always appreciate feed back and comments
If you want to connect with me please join up on Face Book check it out at on.fb.me/hxqADZ Also you will find me on LinkedIn and it would be great if you joined me there http://linkd.in/hFlYP6