Think Before You Talk

A couple weeks ago, a very smart client informed me that she had an opportunity to be interviewed on a local TV station.  “Help me out here,” she asked.  “What should I say?”

“You are very wise to ask that question,” I replied.  “Often when I see a businessperson interviewed, I know that he or she did not do any preparation.  That means the business didn’t maximize the opportunity.”

I have rarely seen people prepared for interviews.  The most they do is show up.  Rather than maximize the opportunity to communicate their message through the interview, they plan to stop by, answer some questions, and get done with the ordeal.  As I watch them I think, If they’d looked at the interview as an opportunity instead of an ordeal, they would have treated it much differently. 

Think about it.  You are more comfortable with a known situation than an unknown one, aren‘t you?  You view the unknown with less confidence.  That is why you may not view an interview as an opportunity; it is unknown, and you may not feel much confidence about its results.  The way to feel confident is to gain familiarity through preparation. 

How many times have you left an interview either with a reporter or an anchor on TV or radio, remembered an important point that you forgot to say, and thought, I wish I’d said that!  I suspect many businesspeople who are interviewed mentally kick themselves because they didn’t say something very important.  What you do to be certain you cover your most important point?

Think before you talk.

Follow these three steps in your thinking.  First, set objectives.  What is the reason  you are giving the interview or talking to a reporter?  What do you want to communicate?  Choose your most important point, the one you worry about forgetting.  Write it down.  Make it concise so it becomes a good quote or sound bite.  Review it several times.  Keep it with you if possible.  Burn it into your brain.  Establish it as your focal point.

Second, practice giving your interview.  Create the questions you expect to be asked.  Share these with the interviewer as well as the person who helps you practice.  Discover where you get tripped up and wander away from your focal point.  Correct yourself.  Find interesting words and phrases that will catch attention and intrigue the recipients of your message.

Third, realize that your interview time goes by quickly.  Prior to the interview a couple minutes may seem like an eternity to fill.  When you are in the process of giving the interview, however, the time flies.  Repeat your important point, intriguing words, and answers to questions over and over to yourself.  Make their response automatic. 

My client prepared.  When she was in the interview, that preparation saved her.  She presented her most important point in the intriguing way she had planned.  She proudly showed me a video of the interview and added, “I remembered to use that intriguing statement we discussed to pique their interest.” 

Remember you get out of your interview what you put into it.  Just winging it and talking off the cuff to the reporter or anchor will yield a great deal less than taking the time to think through your message, practice it, and be prepared to deliver it quickly.   

This week's marketing trivia challenge is What did you do to prepare for an interview?  E-mail me your answer.

How to Achieve Expert Status

I heard a local news story about strawberries promoted recently and said out loud, “I hope that story includes Govins‘ Meats and Berries.”

It did.

The reporter began in front of a field of healthy, green strawberry plants, announcing that the strawberries were ready.  Then he switched to John Govin describing this year’s crop.  “For a berry grower all the rain is great,“ John said.  “The rain we've had came hard, and then the sun came out.  That has made for great berries.”

Although the story followed John’s interview with one from another berry grower, the reporter ended the story back at Govins.  The reporter popped a Govins strawberry in his mouth and said, “Mmmm, delicious!”

Govins didn’t get this attention by accident.  John has spent years contacting the media, taking animals to the stations for appearances, and offering information for reporters’ stories.  One day he demonstrated a jam recipe live on TV.  His ending comment to that segment has stuck with me.  “If a guy like me can do this, anybody can do it.”

John has been helping reporters with story fodder for years.  Whether for spring lambing, summer strawberry season, or the fall corn maze, John provides content reporters can readily use.  He is easily accessible and gives interviews that enhance the report.  He is willing to go the extra mile with demonstrations, station appearances, and video at his farm. 

Through John’s flexibility, consistent attention to publicity, and availability, Govins have attained expert status with the local media.  That position assures Govins of being the first place reporters contact when they are doing a story, want a comment, or have a question involving any of the products or services Govins offer.  Having local reporters recognize you as an expert is one very important reason to send press releases and/or regularly contact your local media.

Achieving expert status does not happen after one press release or contact.  As John has demonstrated, expert status is attained through consistent, persistent contact.  I have found businesspeople who get discouraged when a press release does not generate a story.  I always advise them to keep sending the releases.  They establish your business in reporters’ minds as a resource and an expert.   

When did you send your last press release?  Send them regularly to achieve expert status.

This week's marketing trivia challenge is What business have you seen achieve expert status?  E-mail me your answer.

A Good Opportunity

The day after the birth of Kate and William’s baby this week, I saw a news story about Sproutlings, a children’s shop in Duluth, Minnesota.  The shop’s owner had assembled a gift basket that included a stuffed owl, a symbol of the area.  She was sending the congratulatory basket to the couple.  “I would be thrilled to see the baby with any of these items,” she confessed.

When the couple left the hospital with the child, he was wrapped in a swaddling blanket that Sproutlings carried.  The store owner took note of that on her Facebook page. 

Her basket is likely one of a thousands that the couple is receiving, and the possibility of the baby is being seen with any of her items is a long shot.  However, sending the basket and telling the media was very smart marketing.  The store owner took advantage of a good opportunity to get her store’s name in the news by attaching it to a story that her target market was following.  The local news media loves local ties to national and international events, and that fact gave her a opening with the media.  Using the attention the story piqued to tie the swaddling blanket to her stock gave customers a reason to shop her store.

Her actions reminded me of all the attention given to National Ice Cream Day last Sunday.  That, too, was excellent marketing.  Who do you think set up National Ice Cream Day?  Ben and Jerry’s?  Some group, perhaps the International Ice Cream Association, got President Reagan to proclaim the third Sunday in July National Ice Cream Day back in 1984.  

You can declare your own day, too.  Several years ago, I sent out a release declaring June National Wood Tick Month in order to promote Larry Heagle’s Wood Tick Song.  Click here to read the release.  At least one newspaper printed the release in its entirely, and Larry was interviewed by DJs of several radio stations.  We offered a free copy of “Larry Heagle’s Twenty-five Ways to Destroy Wood Ticks” to further interest.  

To further the media’s interest this year, an ice cream personality test was released in conjunction with National Ice Cream Day.  Since we are always fascinated by what our actions say about us, a personality test gets our attention.  News media and talk shows reported and discussed what a love of a particular flavor of ice cream reflected about someone’s personality. 

Good Morning America spread National Ice Cream Day throughout the entire week and featured a different ice cream producer each day.  Monday Kelley Country Creamery ice cream from Fond du Lac, Wisconsin, was the focus.  The Kelley’s had a booth set up outside the studio with a listing of unique flavors.  A pre-recorded piece about Kelley’s was shown.  Family members were interviewed by GMA anchors and served them ice cream. 

How did Kelley’s get this attention?  Somebody from Kelley’s took the initiative to contact either a local station or GMA directly.  Local news stories get the attention of producers of national shows.  In order to get noticed by any media, business people have to make the effort.  They must initiate the contact and have a reason for doing so.      

Why weren’t more business people clamoring for the media’s attention in both these instances?  They don’t understand how to get publicity.  They don’t know that they need to make the contact.  They don’t follow through and do it. 

If you do understand, know what to do, and follow through, your business will likely get covered by the media.  Like Sproutlings and Kelley’s, you will take advantage of a good opportunity.  

This week's marketing trivia challenge is What media opportunities have you seen a business use? E-mail me your answer.             

The Season of Giving

Last week I heard about Macy’s Make a Wish campaign for the holiday season.  The spokesperson said, “We know that people like to write letters to Santa so this year  Macy’s will donate $1 to the Make a Wish Foundation for each letter Santa receives at Macy‘s.  Bring a letter written to Santa to any Macy’s store throughout the country and drop it in the Letters to Santa box.”

A couple days later I heard a story about a local restaurant which was donating an entire day’s revenue so that children who might not receive gifts would do so.  Yesterday I heard a follow-up story.  The reporter stated that the restaurant had donated its entire day’s sales, not the profits but the sales.  The amount was $6000.  Another $1000 was raised through donations from the day’s patrons.  That is a substantial contribution from both the patrons and the restaurant. 

These are excellent examples of cause marketing.  As the name implies, cause marketing connects a business with a cause.  The business attempts to help the cause, generally by raising funds, and, in doing so, the business receives positive publicity.  In this season of giving, opportunities for cause marketing abound.

Cause marketing offers a wonderful return for both the business and the cause.  Keep in mind that while cause marketing involves a charitable contribution it also is marketing.  That means the business must get something out of the effort.  The business must receive a positive communication about making the contribution.  If it does not, marketing was not involved.  The exercise was merely a contribution to a cause.     

If you are thinking of participating in cause marketing, here are three factors that will make your efforts successful.  First, layout a program that gets customers into your business.  Notice that Macy’s asked customers to drop off letters to Santa.  The retailer did not require a purchase to do so.  Likely, Macy’s has positioned the drop box at the back of the store so that customers will walk the length of the store to reach it.  This is done in hopes that some merchandise will attract customers’ attention on the way, and they will make a purchase. 

The local restaurant actually gave all the revenue from customers’ meals.  In order to participate, customers had to come to the restaurant and order something.  They had to buy.  The restaurant in essence gave away the costs and profits of the operation for that day, but the customers sampled the fare with their purchases.  Hopefully, that will prompt them to return. 

Second, send out a press release so that your business gets initial press on the project.  Let the public know before the event takes place or the promotion kicks off that it is happening.  This gives your business publicity and generates participation.  If you are putting time and effort into the cause, you want to maximize people knowing about it, don’t you?

Third, do a follow-up release so that the press can report what happened.  This promotes the cause, makes participants feel good, and gives your business additional positive exposure.  Skipping this important step will significantly reduce the impact of your cause marketing. 

If you decide to do cause marketing, follow these three steps.  Your business will receive positive publicity, and the cause will benefit, too.        

Wasted Advertising

Have you seen BP’s commercials about the oil spill? On one, a middle management guy says that he is from the Gulf area, he’s in charge of distributing the clean up funds, and he won’t rest until BP takes care of everyone who deserves to get money. On the other, a senior executive says that he was raised in the Gulf area and will see that everything is put back to where it was before the oil spill. Both commercials have a similar theme of the spokesperson being from the Gulf Coast and assuring the viewer that BP will make it right; he will see to it.

In addition to these commercials, desperate tourism businesses are airing commercials which invite vacationers to come there and play in the warm, white sand. Relax on the beautiful beaches. Enjoy the fresh, delicious seafood. Have fun at the Gulf Coast. I’ve seen these commercials a couple of times in the evening but not on a major network. I suspect the businesses don’t have much budget to air these; I’m surprised that they have any budget at all.

A week ago, I saw one of these commercials in the evening, and the first news story that I saw the next morning was of oil washing up in a new location on a Gulf Coast beach. One or two ads in the evening were easily trumped in the morning with one statement by a news reporter, “Oil is washing up on the Mississippi coast.”

Why is BP running these ads?

Beats me. I am totally perplexed. They appear to think that advertising will restore their good name. They seem to think that commercials will convince viewers that everything is all right in the Gulf. They are certain that if they just run these commercials with enough frequency that they will change Americans’ minds about the tragedy.

Evidently BP management or their marketing team missed the lesson on publicity versus advertising. Of the two, publicity is by far and away more credible, more noticed, and more trusted. When Americans see a report on the news about the oil spill, read an article in the paper, or talk to their friends and relatives about the situation, they internalize and remember what they saw, read, or discussed. That information forms the basis for their opinion on the subject. Their opinion determines if they even notice the commercials. If they do notice them, chances are that they dismiss them as more BP propaganda.

What the public knows that BP doesn’t is that you can’t trump publicity with advertising. It’s a waste of effort and money. Obviously, the desperate Gulf Coast businesses don’t know that, either. However I can understand their advertising. When you are desperate, you are willing to try anything.

I am sharing this with you today to reinforce to you that advertising cannot trump publicity. If your customers have formed an opinion due to news or word of mouth, advertising will not change their opinion. Advertising can maintain their opinion, but it cannot change it. Many businesses use advertising in an attempt to educate or convince customers. That is the wrong use for advertising. Advertising maintains; it does not initiate.

Are you using your advertising to maintain your position with customers?

How Not to Give an Interview

As I was pouring my morning coffee the other day, I caught part of an interview in the morning news. “Did I just hear what I think I heard?” I wondered.

Curious, I grabbed the remote and played the segment back.

“Why do you do this event?” the news anchor asked.

“To put our product out there. It’s a great advertising tool for us as builders.”

“What?!!” I thought. “That is the most uncustomer-focused reply that I have ever heard.”

The gentleman who was being interviewed was representing the area homebuilders in promoting their Parade of Homes. I’m certain that he did not volunteer to do this interview. Likely, he drew the short straw. Or, everyone else refused to do it, either because they were too busy or they had done it before. His unemotional tone of voice and unenthusiastic demeanor instantly proclaimed that he was only doing the interview because he had no choice.

I suspect that he won’t do it again, either. After all, he now can join the ranks of those who have done the interview before and avoid it next time.

His interview points to a very common problem with publicity: Who will give the interviews? When events get established, savvy promoters include on-air interviews in the media mix. They think that the best people to give these interviews ought to be the professionals who are involved in presenting the event. Logically, that works. That logic does not consider, however, that the skills needed to construct a home are not the same skills needed to give a good interview. In fact, these skills may have no intersection whatsoever, which this guy proved.

That does not make him bad; it makes him a bad choice to do the interview.

Whoever is being interviewed first and foremost needs to be excited about the event. He or she should be bursting with enthusiasm. Excitement and enthusiasm are catching and pique interest in viewers or listeners. This is much more important than being in a profession associated with the event.

Secondarily, the person should understand why the customer would benefit from attending the event. What’s in it for the customer to go? What will he or she learn? How will attending help the customer solve a problem?

Thirdly, the person being interviewed ought to come prepared with answers to questions. The questions should previously have been submitted to the interviewer, making that person’s job easier. These questions are a shared platform from which to conduct the interview. They highlight what is important to communicate in the interview. They require thought about how customers benefit from attending the event. Preparing the answers to these questions in advance and bringing that preparation along to the interview makes the interview effective, smooth, and easy for all concerned.

There’s an adage that 90% of life is showing up. That is not true for an interview. For an interview, 90% is preparation prior to showing up. That will enable the person being interviewed to conduct the interview from the customer’s point of view, not from the business’s point of view.

How do you conduct your interviews?