Tag Archives: hire a publicist


Although forensic science has been shown to be effective in winning court cases, and it may help you to grow your business by scientifically gathering and examining information about potential clients, what’s likely to work just fine is good old-fashioned networking. In-person business networking, when done in a professional manner, is a tried and true method for finding new clients through referrals.

The reason is simple: people naturally want to work with people they trust. Once they know you, they begin to trust you. Start by putting yourself in a room with a diverse group of local businessmen and women who are potential sources for referral or may become clients. You can find professional networking groups on LinkedIn that are in your area. Then, all you have to do is “get up, dress up and show up” with a smile and your skillfully-honed elevator speech. Some professional networking groups don’t even charge dues. The opportunity is yours for the taking and perhaps the cost of breakfast.

About that all-important sixty-second elevator speech: Speak clearly and with a friendly tone. Be sure to answer the three big questions:
1. who are you
2. what do you do, and
3. what or who are you looking for
Be straight and to the point. Don’t use big words, industry jargon, or hard sell; and do remember to say how to contact you. If possible, develop and close with a succinct and memorable tag line that sums up how you provide a needed product or service and implies you’re good at what you do or that your product is valuable.

Of course, if your primary goal is rapid or phenomenal growth, you’ll probably want to try newer ways to connect with prospects and convert them to clients or customers. The argument for in-person networking does not exclude other efforts. However, the point is that you may be wasting time and money trying to capitalize on social media, digital marketing or even forensic science just because you think you should.

You need a strategy that is effective. The trick is to integrate what makes sense in your case and not just to jump in because it’s new. Understand the value of transparency and content. Why are they important to your brand? Is yours a B2C or a B2B company? Evaluate social media choices based on the answer. Should prospects be posting selfies on your Facebook page or learning about your company from a corporate video you posted?

Word-of-mouth advertising still works. It’s free and now goes by the name “engagement.” Publicity is still an effective tool when media exposure is sought professionally as appropriate. Direct mail, which can be highly targeted and combined with e-mail marketing, can be cost-effective in many cases. Social responsibility and charitable giving never go out of style.

Whatever your business, find the right consultants to help you navigate the maze. You don’t have to do everything, just the right things.

Nine Well Tips for Business Righting

(MUCH BETTER: Nine Good Tips for Business Writing)

Why nine?  Ten is overdone.

You are a businessman or businesswoman, probably an expert in your field.  It’s likely you would not have gotten where you are without first knowing the basic rules of grammar and how to put words on paper.  You know what makes writing good or bad, right?

Why then might you hire a freelance business writer?  Ask yourself whether you just want to blow bubbles or you want to blow bubbles with kittens inside them.

Tip #1:  Your press releases should follow an accepted journalistic style; and it also helps to learn what reporters and editors consider newsworthy so you don’t waste your time and theirs.

Writing is an essential part of all business communication.  It’s how you get your message across.  For example, if you’re starting a business in the Fort Lauderdale area, you may rely on publicity in local newspapers to help get the word out.  Do you know how to get someone to write about your business?  Do you need to hire a local free lance publicist?

Tip #2:  Strive for web content that does three things:  keeps visitors coming back, converts them into customers or clients and attracts search engines. 

If you have a website, or need a website, you need to know that content is king. Business writers and web content writers always write for the reader. But what is it about writing that persuades or engages visitors?  What does it mean to write in pictures?  Your web content should be educational and informative and at the same time colorful and interesting.

Tip #3For your blog, or for the one you don’t yet have, you’ll need copy that’s crafted for blogging and includes keywords that search engines more likely will find.

Do you know what gives words power and which words create more compelling copy?  Does your blog copy hold your reader’s attention? How personal should it be?  When should you add a “call to action?”  Time is money. Do you have time to keep your blog fresh?  Most writers will admit they find writing hard work but thoroughly enjoy having written! Ah, there’s the rub!

Tip #4:  Business writing, unlike creative writing, is best kept short

Since busy people more and more access Facebook, Twitter and e-mail from their small-screen cell phones, it’s important for your message to grab the reader and be concise so there’s less scrolling involved.  Put the key message upfront.  Don’t lead into it.

Do you know which words can safely be left out without risk of distorting your meaning? Example:  It isn’t necessary to use the word “that” after “say” or “think.” What’s the best way to present complex information?  When there’s a lot to say, condense it to three bullet points.  Paraphrase.  Summarize.  Use examples.  Pick one important statistic.  Don’t be boring.

Tip #5:   When creating copy for your e-marketing campaign, use words to motivate, but be credible; and avoid headlines that are spam triggers.

Don’t turn away your prospects with copy that isn’t believable.   I cut my teeth in the advertising industry where a word can make or break a product.  Words like “new” and “improved” were powerful in product advertising because research tipped off advertisers that consumers wanted better and better products.  Those two words could motivate a consumer to buy.  In today’s world, certain words can dump your message right into the spam can.

Tip #6: It’s always safer to choose the word you know.  Don’t take a chance on one that may not mean what you think it does.  When in doubt, rewrite the sentence.  And choose the one-syllable word.  

Much like football, communication requires a sender, a receiver and a message.  It also requires listening or reading.  Communication is not complete until the intended receiver is holding the ball. Fumbles with words – choosing the wrong one and using it incorrectly — can be costly and embarrassing to say the least.

Here’s a bit of advice.  I would advise you to be sure you know the meaning and proper use of common words like these:

  • Podium.  It’s the platform, not the lectern.
  • Disinterested.  It means neutral, unbiased.  Not interested?  No!
  • Peruse is a careful review, not a casual review.
  • Hone means to sharpen; home refers to pinpointing a target.
  • Nonplussed  means bewildered, not unimpressed
  • Discrete means separate unless you spell it “discreet,” in which case it means allowing for privacy.
  •  If it is complementary, it completes, unlike a compliment, which flatters.
  • To each “their” own is just wrong!  It’s to each his own.
  • That or which? – If the clause cannot be omitted without changing the meaning of the sentence, use “that.”  If the clause is parenthetical, use “which.”

Tip #7:  Ask someone to read what you’ve written to look for red flags before you hit “send.

My long-time favorite saying on communications is this:  “I know you believe you understand what you think I said, but I’m not sure you realize that what you heard is not what I meant.”

Perspective, tone and style contribute to your message. Do you bring the right perspective to the subject?  (Are you talkin’ ta me?)  Is the tone friendly, or not so much?   Writing style can be verbose, descriptive, detailed, terse, bold or flippant.  A word can be redundant, politically incorrect or convey bias.  Varying the pace or rhythm of the piece can help to hold readers.

Tip #8Try to stay on top of things.  (I know, right?) 

For example, Oxford Dictionaries Online has added a ton of new abbreviations related to the Web.  Did you get that memo?  Twittersphere and unfollow are words now.  Of course, a sheeple would never unfollow anyone.

Tip #9:  Allow me to hammer in the importance of proofreading – again and again — with fresh eyes and on a different day if possible.  Fact check! 

Whatever else it may be, business writing should always strive to be accurate and clear.  I’ve heard it said that writing is re-writing, which makes proofreading and editing vital to the process.  A writer’s first draft is rarely the best.  Don’t rely on spell check totally.  Spell check helps, but it won’t alert you if you’ve used “there” when you should have used “their” or “they’re.”

When it comes to shoes, although we may not know our Manolo Blahniks from our Christian Louboutins, we ought to do our best to spell the words right.

As Congressman Weiner recently learned, it’s not what you say, it’s how you type it.  A typo in a tweet address apparently turned a private photo message into a public one.

Words matter.  Make them work for you!