Have you ever wondered what you can do to attract the attention of producers of TV show developers, book publishing companies, companies who have endorsement deals, and other big power players?
There are things you can do that will attract the attention of these important decision makers and to let them know that you’re the person they’re looking for.
Tune into this teleseminar…
In my work with hundreds of clients during my more than 25 years as a PR expert, I’ve been able to identify, and help clients put into place, the elements they need to attract high-level, lucrative deals.
On this 30-minute teleseminar, I share with you some of the strategies I’ve used to put clients and myself in a position to receive:
- TV show deals
- Book deals (one client had two of the top publishing companies fighting over her book deal)
- Video deals
- Endorsement deals (one client received $25,000 for 12 hours of work, and then more the next year)
- Speaker’s bureau representation
- And more
During this free teleseminar, I share with you some of the things you can start doing now to set yourself up to attract them, too.
I look forward to connecting with you on the call!
Elia Erickson Consulting
Communicating with Maturity
We hear so much about authenticity and transparency and accountability. All of these are felt by others through our communication. What it really comes down to is maturity.
Communicating with maturity is very simple. It includes taking responsibility for one’s actions and for the promises one makes, and communicating clearly when you cannot deliver on your promises due to extenuating circumstances.
Communicating with maturity is communicating with thoughtfulness and the knowledge that there are consequences that come when certain words are spoken.
Communicating with maturity results in fewer disagreements and less drama in life.
Communicating with maturity requires strength, clarity, and self-knowledge, and it is the most freeing way to communicate.
By Lisa Elia, creator of the 10-Day Communication Clean-up
Nine days into the new year and it seems that there are already millions of messages and offers and “shoulda’s, woulda’s, coulda’s” flying around. It’s easy to feel pulled in a lot of directions. You might even find yourself jumping from one strategy to another so quickly you never really accomplish any one goal. If you want to succeed, there are some steps that will help you to get out of the overwhelm spiral.
I wrote the article below, 5 Ways to Narrow Your Focus, Reduce Your Stress, and Grow Your Business, for business owners, but if you work for someone else and manage projects and sometimes feel overwhelmed, this information may be just what you need.
For those of you who are joining me for the Planning Intensive on January 17, we will go into much more detail with your individual plan, but this article can help you to start you thinking more strategically about how you spend your days until then.
Here’s the article.
5 Ways to Narrow Your Focus, Reduce Your Stress, and Grow Your Business
1. Identify your top one or two cash cows.
It can be tempting to want to create numerous income streams simultaneously, but if you feel stressed and overwhelmed, it may be a sign that you’re pursuing too many things at once. It’s generally better to launch one product or service (or product or service grouping) at a time, at least until you have a large team to help you.
Identify the top one or two products or services that you create with the greatest sense of joy and ease and that generate the greatest amount of net profit (remember to back out all of your expenses and a portion of your overhead).
If you have not identified these yet, greater exploration and test marketing ideas should be part of your planning process, which we will get to in step 4.
2. Go beyond your goals and clarify what you don’t want to do.
Quite often people focus only on the goals they want to achieve with little thought to what they don’t want to do. However, being crystal clear on what you don’t want to attract will help you more quickly eliminate tasks you don’t want to do and to turn down offers that will pull you off track.
To get very clear on what you don’t want to do, here are some activities:
Make a list of all the tasks you do in a day and put an “O” next to the ones you don’t like to do. Consider outsourcing those tasks, either to a staff member, a freelancer, or an independent contractor.
Think about the business models that you could pursue but that don’t appeal to you. For example, if you prefer to be around people, face-to-face, as much as possible, setting up a lot of online structures that would put you behind the computer for many hours a day probably won’t serve you well. Conversely, if you enjoy some alone time and like to work independently, crowding your schedule with lots of meetings probably won’t work well for you.
3. Identify the people you don’t want to serve.
Think about the types of customers or clients you don’t want to serve. This can sound negative, but it’s not meant to be. There are simply some people you may not serve as effectively as others or with whom working would be draining or overly challenging.
Now, you will have a list of tasks you don’t want to do, people you don’t want to work with, and business models you don’t want to pursue. This will help you significantly in making decisions about offers that come your way and which projects to abandon.
4. Limit your initiatives or projects to grow your cash cows.
It’s easy to want to do everything to grow your business, but it doesn’t usually make sense to try to do it all at once unless you have the time to do it all well. For example, trying to learn more about social media, speaking on stages, advertising, publicity, and online marketing takes time, so if you’re trying to start all of these things at once, you’re probably going to become overwhelmed quickly. If you have some of these things going, you can decide what you want to do next.
Choose no more than three major initiatives that support the growth of your one or two top cash cows, and focus all your energy and resources on them for one quarter of the year.
You may decide to grow your social media following, find more points of distribution and connect with more referral sources, for example. If you run a small business, this might be enough to keep you very busy for one quarter of the year.
There is a reason large companies break down projects and assess their progress each quarter of the year: by breaking up the year into 90-day (give or take) increments, you can stay more focused on getting each project completed or launch to a point where it requires less maintenance, before beginning a new set of initiatives.
If you like to see plans laid out for further into the future than the current quarter of the year, create a plan for the entire year. Follow the same clear and focused process of focusing on building one or two aspects of your business per quarter with no more than 3 initiatives to support it. If bringing in immediate cash is not your greatest need, you might choose to focus one quarter’s initiatives on growing your presence as a speaker or launching a publicity campaign. Some projects and initiatives might take longer than one quarter, so you could extend your focus on them through an additional quarter or through the entire year.
5. Create a future file.
For those many ideas that may crowd your head and threaten to take you off track, create a file on your computer or in a physical folder or notebook where you write down ideas for other products, services or projects you want to consider revisiting in the future. Then, put a note in your calendar for a future date, to look at the idea(s) in the folder. Or, add a note in your business plan to revisit the idea when you do your quarterly review. Then, forget about it and get on with your current work.
Now that you have determined the initiatives on which you will focus for the current quarter, and you are clear on what you don’t want to do and the people with whom you don’t want to work, making decisions about new projects, new programs, trips or other offers should be much clearer and easier. Structure your days to protect your time so you can focus on tasks that will help you with your current initiatives.
In future articles, I will share information on how to structure your days for maximum effectiveness and my favorite resources for staying organized.
To your clear and smooth path to greater success!
As the year comes to a close, reflecting on the past year feels like a natural thing to do. Rather than focusing solely on the very visible, structured achievements on which we’re often evaluated, by ourselves or others, I’ve created a list of questions that will help you discover some of the most meaningful progress you’ve made over the last year.
1. What do I now know about myself that I didn’t know a year ago?
2. What did I learn about the important people in my life over the past year?
3. What understandings did I gain about the way I work best?
4. What did I discover about what brings me the greatest joy?
5. What new talents or abilities did I discover in myself that I can foster to bring me greater success and happiness?
6. What are the most valuable lessons I learned about the world or humanity, over the past year?
7. What are the goals that I achieved fully, and what led to their fulfillment?
8. What are the happy surprises that occurred?
9. What is the contribution that I made last year, to another person, a group of people or the world, that makes me most proud?
10. What are the behaviors and beliefs I can let go of because they are no longer true to the person I am today?
I wish for you the abundant feeling that comes with gratitude and acknowledgment for all that you are and all that you’ve done.
P.S. Join Lisa for a full-day intensive on January 17, in Los Angeles.
Get the details on our page: http://eliaerickson.com/intensive
Most people who are in business or who are experts, authors or entertainers, would love to be featured in, or on, major media outlets, not only so they can spread their messages to millions of people quickly, but because large media outlets have a trusted following. Being seen on Oprah or CNN, or being featured in Inc. or Bloomberg Businessweek, gives you instant credibility amongst their audiences. This “third-party endorsement” from the trusted editors, writers and producers at the media outlets goes a long way in building their audiences’ trust in you!
If you want to see your face on TV, or your products or words of wisdom in magazines, you know how to present your information the way the media wants to see it. The first place most media members go to check you out, is your website. Then, they will immediately look for an “online press room”.
An online press room is, in the eyes of the media, the place on your website where they will find what they need to know to determine whether or not they want to do a story on you or to interview you. It’s also the place they might go back to in order to produce an article or segment on you. They want all the information in one place and, preferably, to see the various components at a glance.
Journalists, bloggers and TV and radio producers are very busy, especially now that many of the media outlets have reduced their staff, so the more you can supply them with the information they need at the click of a mouse, the more they will want to work with you.
Following is a list of elements I recommend putting in your online press room. If you don’t have them all, just begin with the elements you do have and continue to add components as you develop them.
• Post the words “Media contact” followed by the name, email address and phone number of the person who will handle calls and inquiries from the media on your behalf. It’s okay if it’s you.
o Do not skip the phone number or email address here. Members of the media do not like to fill out online forms, and they frequently need to reach potential guests quickly. If they can’t call you, they may move on to someone who is more accessible.
• Include your biography and/or company backgrounder.
o If you are an expert, you might only have a biography. If you have a company that exists beyond yourself, you might also have a company backgrounder.
• Your video reel or videos of you speaking should be near the top of your press room page.
o If you have not yet been interviewed on TV, you can include other video of yourself speaking, to give the media an idea of how you come across. Be sure the quality is at least good and that you are talking about topics that are relevant to the way you are positioning yourself.
o For experts or people who want to do a lot of demonstrations in the media, include video segments of you providing tips or information or doing demonstrations. If you can make these segments downloadable for news producers to capture and include in news segments, you’ll have an even greater advantage over your competition.
o Be sure your video content is viewable on your website: don’t use links that will lead people away from your site and onto YouTube, Vimeo, or elsewhere. If your videos are hosted on YouTube or Vimeo, you can create a playlist and embed it onto your website. This would allow members of the media to watch several videos of you, within one small frame on your page. I use Vimeo Plus, so that I can have my videos on my site, without the Vimeo logo and without other people’s videos being shown following mine, as YouTube videos often do.
• An audio reel or links to audio interviews can also be included in your press room.
o If you have not yet been interviewed on the radio, but decide to include other audio recordings, such as those from teleseminars, only include top-quality content. You may want to edit it to capture only the best parts of each teleseminar.
• Post a list of topics you can discuss, and story or segment ideas.
o Conduct some research to determine what has already been covered extensively in the media, and then think of some topics that are compelling.
To get a sense of how to write your list of topics, look at covers of magazines and other print media, and pay attention to the way guests are announced on the TV and radio shows where you would like to be featured.
o One of the topics or segment ideas on your list may be the very reason a member of the media decides to create a TV segment or article featuring you.
• Include press releases, press clippings and articles you have authored in your online press room.
o Although there’s no rule about any of this, one way to include press clips is to post the covers of the media outlets where you have received coverage with hotlinks that lead to PDFs of each clipping. People generally want to read the articles themselves.
o If you include links to the media outlets’ sites, check them frequently: many media outlets regularly move content on their sites.
• Create interesting fact sheets for your press room.
o To increase your chances of gaining press coverage, include a fact sheet(s) in your press room that includes background information on topics related to your area of expertise, relevant facts and statistics from universities and research institutes, and professional associations. For example, if you are a fitness expert, include fact sheets with statistics on the number of people who are obese, how many pounds the average person gains during the holidays, the efficacy of certain types of exercise, and so on.
o Be sure to use reputable sources, such as top universities or institutions, for the data you include in your fact sheets, and be sure to credit all sources. It is good to include a link to the source of the information, so a member of the press who wants to quickly verify it can do so.
o The most preferred photo format by the media is jpeg, generally 300 DPI (dots per inch).
o The types of photos to include are headshots that could run with articles about you or your company, images of each of your products, and images of your staff and facility, if you have a larger company.
o If your work includes creating transformations of any kind, whether you transform environments or people, include before-and-after images in your downloadable photo gallery. Just make sure you have the right to publish all the photos you use.
• If you sell or create products, include product line sheets in your press room, in the form of downloadable PDFs.
• If you offer a variety of services, you may want to include a list of services that you provide, or simply post in your press room a link that opens your “services” page as a new window. You want this to open in a new window so you keep the members of the media in your press room.
• Authors should include a book one-sheet in their press rooms.
o This document usually contains a one- to two-paragraph description of your book with bullet points of main topics covered in the book, top reviews for the book, a photo of the book cover, a photo of yourself and a brief paragraph about you (approximately one or two paragraphs). Include the publishing information, ISBN number, price, publishing date and stores or sites where the book is available.
• Testimonials can be included in your online press room, but be sure to only include those that don’t sound too salesy.
o You can have a separate page containing testimonials from clients/customers or incorporate them into other documents within your press room. Or, you can include a link to the testimonials page, on your press room page.
Once you know exactly which elements you will include in your press room, give some thought and planning to the layout of the page.
Name your press room something obvious, like “Press Room” or “Media”. Include your press room page link in your main navigation bar on your website. Don’t make people search for it under “About Us” or elsewhere.
Put the most important elements above the fold, including your “media contact” information, video of you, a photo of you, and at least a few sentences of your biography. For those who don’t know what “above the fold” means, it’s an expression that refers to a folded newspaper: the most important news was usually placed “above the fold”. On a web page, “above the fold” generally refers to whatever is visible before someone scrolls down.
One way to show many elements on your page, at a glance, is to post the first paragraph of text and then include a “read more” link that opens a page or document with the remainder of the content.
Before you make your press room live, be sure to use SpellCheck and have someone else review your press room to ensure that it doesn’t contain any mistakes. Many members of the media are writers with eagle eyes for errors: sometimes one typo could blow your credibility, in their eyes.
The more you present yourself and your offerings in a professional, organized, accessible manner, the more likely you will be to capture the attention of the media and to keep them coming back to you.
You can see my press room at www.eliaericksonconsulting.com/press-room
Good luck with your online press room!
If you want your press kit created for you, receive this service as a valuable bonus with my Strategy into Action Program, if you register by December 15. Get the details and register at http://strategyintoactionprogram.com
If you need more help, scroll down to see the resources available.
Elia Erickson Consulting
Click the player to hear a message from Lisa Elia, your host.
Have you wanted to get more publicity (or start getting publicity) in major media outlets?
Creating a powerful publicity plan now is one of the best ways to position yourself and your company for greater visibility.
I’m held a special free Publicity Training Teleseminar to help people get their publicity efforts going more strongly.
On the call, I’ll shared exactly what I did to get clients major media placements, like appearances on The Oprah Winfrey Show, CNN, ABC, CBS, NBC, and Entertainment Tonight, and interviews with the Wall Street Journal, Cosmopolitan, Redbook, USA Today and hundreds of other outlets.
I provided lots of great content that will help you to do the following:
Elia Erickson Consulting and Expert Media Training
You are experienced by others solely through your communication.
Most people have some areas of communication that can be cleaned up or refined.
There are often old communication patterns that get in the way of the lives we want to live now.
Most of us are in a constant state of improving, all our lives.
For these reasons, I created…
Learn more about it by clicking here.
Can a quick strategic plan be effective?
A very savvy, very busy woman emailed me asking this very question. We’ll call her Christy.
My answer to Christy’s question was, “It depends.”
A quick strategic plan that doesn’t provide a lot of detail, but provides a map to get you where you want to go, can be extremely effective for small businesses with just a few employees or team members, or for a solopreneur.
If you have a larger team, with people who will need to put some aspects of your plan into action without much further direction from you, you will need a very detailed plan.
In Christy’s case, after asking her a series of questions, I learned that she oversees the projects in her small consulting firm herself, and her team consists of some virtual assistants, to whom she assigns very specific tasks as she needs them done. She is also a very visual person who prefers to dive into a project and just get going, rather than planning out every detail.
For Christy, it doesn’t make sense for her to spend multiple hours on an extremely detailed plan. She can break down the fine details of each project as it arises.
What worked well for her was to create a map with beautiful photos that represent the major projects she will take on, and the milestones she wants to hit. We then went in and added dates to begin each project, and notes about additional software, assistance and resources she will need to complete each project.
In less than four hours, Christy had a clear plan that excites her and provides a direction for her to achieve success.
Would you like your own Strategic Planning/Vision Mapping Session with me?
1. You answer some questions so I can get a sense of how you work best.
2. I will design the format of our session or sessions.
3. We will meet for either one 4-hour or two 2-hour sessions (your choice), and we will work together to create your plan in the form that will work best for you. We can meet in person or via phone or video chat (your choice).
The investment for this program is $1,997.
I want to make sure I can help you before you register. To set up your complimentary consultation, call my office at 310-479-0217.
To your fabulous success!
Lisa Elia, Elia Erickson Consulting and Expert Media Training
Knowing yourself generally makes things easier, and it certainly makes planning your life and business easier.
Are you the kind of person who, like many highly successful people, likes to get things in place so they can enjoy the holidays, knowing they’re lining things up for the start of a great new year?
If you’re a wait-till-January person, reconsider putting off your planning for the new year until it’s already here. Most things need some ramp-up time, so use these last few weeks of the year to your advantage.
These are some things that many successful people do in the very last part of the year—meaning now. You can do them, too.
1. Get very clear on what worked and didn’t work during the past year or the past few years.
2. Gain clarity on your vision for the next year. Some people may want to create a vision for the next decade, so create your vision according to what inspires you and what doesn’t overwhelm you.
3. Decide specifically what you want to create for the next year. This could be a list of goals, but it may also include an entire directional shift.
4. Make a strategic plan (or success blueprint, or vision map, or whatever you want to call it) that suits you.
Let’s go back to number 4 — planning.
Some people think that planning is boring, but I believe it’s because they haven’t been doing it right, meaning, in a way that works for them.
Have you ever noticed how sometimes a project seems like a big, dull drag because you think you have to do all of the itty, bitty detailed tasks yourself? This is especially true if you’re a big-picture person.
Or, sometimes the vastness of a project can seem so overwhelming that you decide not to bother with it? This seems especially true with break-it-down-into-bite-sized-nuggets people.
Want the great news, or the fantastic news?
It doesn’t matter if you’re a big-picture or tiny-nugget person. You can have a strategic plan (or blueprint, or vision map, or 3-D diorama) that works for you.
…the process of creating your plan can actually be fun!
I know that might be difficult for some people to believe, especially if you’ve read through a snooze-worthy plan or two. I have to admit that I actually wrote some of those very dry plans, many years ago.
Now, it’s time for something new. What we all took for granted as the way it was done…is done!
As the beloved Nina Simone sang, “It’s a new day, it’s a new dawn…”
So, here a few things that the best new strategic plans take into account now—your answers to questions like:
1. How do you receive information in a way that gets it into your head and your heart? For example, do you prefer words, numbers, graphs, pretty pictures, or perhaps, a 3-D model?
2. Do you get antsy when you have to sit for too long?
3. How much can you wrap your head around at one time?
4. How do you define success?
5. What level of risk is comfortable for you?
6. Specifically, how do you want to spend the hours in most of your days over the next year?
7. Do you get bored when you have to focus on only one project or task, or do you prefer to focus deeply on one project at a time?
8. If you’re a service provider, do you like long-term projects or do you prefer delivering your service on a transaction basis?
9. How much time do you actually have for work? For example, you have family obligations that influence how you will plan your work time and travel?
10. What will bring you to your next level of development as a person?
I developed this list of questions and a much more exciting and energizing way to create plans than the way most people are used to doing it, because I’ve created strategic plans and business plans and promotional plans for more than 20 years. The “human” element was often left out of the old way of doing things.
To your smooth and soaring success!
True branding extends far beyond logos and the colors and fonts and design elements you use on your website, social media pages and products, although these are very important. People respond to a good brand in a visceral, emotional way.
Because evolved people don’t live by pictures alone, the “language of your brand” is just as important as the visual elements, and sometimes even more so. Yet, most people don’t give nearly as much thought to the language of their brand as they do the visual elements.
Most of the time, people will experience your brand solely through words. When people talk about you, your company, or your services or products, they will use words. (Although, I would love to see someone whip out a pen and draw a picture or perform an interpretive dance to describe a person or company.)
The words people choose to describe you will come partly from the experience they have had with you and partly from the very words you have said or written.
Any time you speak about yourself or your company, even in something as seemingly mundane as a quick phone call or a one-on-one meeting, you’re conveying your brand. Of course, when you speak from a stage or through social media or traditional media (e.g., TV, radio or print interviews), you’re transmitting your brand to masses of people simultaneously, but you can still do it in a way that feels personal.
The language of your brand goes far beyond having a good elevator pitch or introductory phrase that you and your team use when you meet people. It’s also much more than a list of descriptions that you or your staff read off of a page when explaining what you do.
What are the words, phrases and explanations that and your entire team use to convey your brand in every interaction, from the way your phone is answered and problems are handled, to the way you interact with people at functions when you think no one is watching, to the way you interact with your staff or your team members?
What are the words or phrases you will use that will stick in people’s heads and reach their hearts?
What is the language of your brand?
Want to have a Brand Lexicon created for you?
About Lisa Elia:
Lisa Elia is the founder and CEO of Elia Erickson Consulting and Expert Media Training. She provides free tips on communication, publicity, business and working with the media. She provides business strategy services, media training and presentation skills development, as well as PR coaching. For people who want to learn how to do their own publicity, she created the affordable program, Becoming Popular: How to Get Yourself Great Media Coverage. She also offers a private Strategy into Action Coaching Program.