Don’t Blend In: Stand Out at Networking Events and Conferences

Nine ways to be more memorable.

There are many attendees similar to yourself at a networking event or a conference. You share a profession or experience in a given industry.

Here’s how you can distinguish yourself from the others in the room and be the one your new contacts remember meeting in the days after the event.

Networking
1. Pre-event marketing. A week before the networking event, review the host organization’s website and identify the officers: President, Vice President, Program Chair and Membership Chair. These are the movers and shakers of the group. Send an email or LinkedIn invitation to introduce yourself and say you look forward to meeting them at the networking event. By doing so, you warm up the room when other first-timers walk in cold. Sample emails are available here.
2. Wear a distinctive article of clothing. For a woman, a colored blazer or scarf. For a man, a light gray jacket, green (not red nor blue) tie or colored pocket square. Why blend into the crowd with a standard navy suit?
3. Name tag. Bring your own name tag, ideally one with ample space to display your name (48 point font) and your line of business (36 point font). Many people are so eager to enter the networking room that they scribble their names illegibly on a self-sticking label. Or the host organization prints the pre-registered names in a small font that may require uncomfortably close scrutiny near a woman’s bosom. The name of your company is of little consequence, especially when it includes your own name. The people you are about to meet care what you can do for them, so make it easy for them to learn you are a photographer or app developer.
4. Business card. Compose your card so that your new connection will reflect on your previous conversation when it re-surfaces the following week. Cite your niche, skill or industry focus: branding and graphic design for nonprofits, for example.
5. Use the letter I, for Information, Introduction and Invitation. Your conversation will inevitably remind you of something or someone. Offer to send a newsletter on the topic or an article (information). Share the name of a person with an aligned interest or business (introduction). Invite them to accompany you at an upcoming event or attend your next webinar.
6. Take a group selfie photo. After the event, write a post on your LinkedIn or other social media account. Include the photo, naming the people in the group. Then email the photo to those folks, perhaps with a link to the post.

Conference
Follow all of the above, with these additions:
7. Giveaway. Have a small branded item that you can give to the new contact, beyond a business card. Not a pen, but something that references your professional experience. My four-panel business card with tips on interviews with reporters showcases my expertise in dealing with journalists. People keep it on their desks as a reminder of best practices.
8. Ask a question. Contact the speakers of greatest interest in advance and mention that you are eager to hear their presentation, especially a certain aspect. Ask them if there is a question they might like you to pose during the Q&A session. Usually, a speaker wishes to provide more color and detail, but time constraints preclude such discussion. Create that opportunity and you will establish a warm relationship with the speaker.
9. Summarize the breakout session. When the larger group is divided up to address a topic, volunteer to take notes. Later, when everyone reassembles, stand up with the mic, state your name and present the discussion of the small group to the attendees. Everyone will see you (in your distinctive clothing) and will pay attention to your remarks. Perhaps the attendees in other groups will seek you out for additional conversation.

This Month’s Tip

Don’t duck the opportunity to stand out after the event; follow up promptly, within 48 hours. Be sure to send whatever you promised to the people you met. Double up: schedule a second follow-up email a few weeks later, whether or not they respond to your initial note. Only add those contacts who accepted your invitation to keep in touch as subscribers to your newsletter.

You may also post on LinkedIn and your social media accounts about how you enjoyed meeting colleagues at the event and what you learned from attending the conference. A congratulatory note to the host and conference organizer is also thoughtful and may open the door to your speaking to the group at a future date.

Contact

When’s your next networking event or conference? Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Together, we’ll review these tips to get your ducks in a row and prepare for a memorable event. You’ll make a splash with the people you meet and they will remember you for a future conversation, and even collaboration.

Request these e-books, with sample emails and more:
Three Lessons to Improve Your Networking Success
How to Connect at Conferences

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Image credit: Bob Jenkin

Co-Present With Your Client at the Next Industry Conference

Speak about your shared success in a case study.

Conference organizers recruit panelists who address the issues that keep business owners and executives up at night.

They look for speakers who deliver their knowledge in accessible presentations, with takeaways that can be implemented easily.

Similarly, prospective clients want to learn that you understand their problem — and have solved it — before they consider hiring you.

Team up with a client for your next industry conference proposal. When you discuss a recent success, you address a timely issue in the sector and connect with attendees. As an industry insider, the client is an authority, from the conference organizer’s perspective, which grants you, the outsider, more credibility.

Plus, attendees will identify with their colleague as they struggle to resolve that same problem they now face.

Your role in providing the solution demonstrates that you have your finger on the pulse of what’s happening in the industry.

In the process of creating the presentation, you strengthen the relationship with your client. Additionally, you place them in the spotlight in front of their peers.

It’s a win-win for you both.

This Month’s Tip

Use the P A R I model for your presentation.

P represents the problem or present situation.

A stands for the advice you gave or action you took.

R is for the result, in the short term.

I refers to the impact over the longer term.

For example, a client wanted to attract more business from hotels (problem).

Together, we placed articles in hotel industry magazines about the success he had advising two well-known hotels (action); this advice led to the businesses saving thousands of dollars.

Hotel executives read the articles and contacted the company (result) to learn how they might similarly save money.

The company spoke with the prospects and landed multiple clients (impact).

Contact

Which client success might you discuss in your case study presentation? Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, let’s review recent successes of issues that plague the industry and invite a client to share their experience working with you.

Note: This is the second of two newsletters; the first discussed how to get noticed to speak at a conference.

See also: Speaking of Speaking, for best practices to deliver your remarks.

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Note: This newsletter was inspired by Howard Levy of Red Rooster Group , who presented a branding case study with his client, radio station WBGO, at a conference for nonprofit professionals.

Image credit: Powerful Panels

Get Noticed to Stand at the Conference Podium

You have to be in it to win it.

You attended an industry or professional association’s annual conference a few months ago.

Imagine yourself at the podium at next year’s event.

Speaking at a conference will introduce you to attendees who are potential clients and keep you top of mind with your referral sources.

You can even connect with reporters covering the conference and be seen as a source for news and commentary.

Are you prepared to tap the opportunities in the room?

Event planners look for speakers to address the outlook for industry trends.

Attendees are eager to learn how they might take advantage of those trends or prepare for the oncoming challenges.

Conference organizers recruit speakers from the people they know.

They don’t invite someone they never heard of.

Here are five ways that you can establish your authority, get your name in front of the conference organizers and be invited to appear at the next event:

  1. Be active in the host industry organization or bar association. Participate on a committee. Write for the newsletter. Lead a workshop.
  2. Publish articles in industry magazines on topics that are flying under the radar. Emphasize that these concerns will have short-term and long-term consequences. Point out that the companies that overlook these issues will be left behind.
  3. Be a guest on the podcasts that cover the sector.
  4. Promote your activities online to attract a wider audience.
  5. Network with the members of the group’s conference committee. Find ways to be helpful to the individuals and the committee as a whole.

Your goal is to become more visible to the group’s leaders as an industry observer or colleague. Having done that, you introduce yourself as a potential speaker on your preferred topic.

Separately, some conferences fill part of the program with exhibitors whose booth package includes a speaking opportunity. In that case, calculate how many clients you would need to land to recover your investment.

This Month’s Tip

What’s your BIG idea? Start with these key questions:

  • Which industry players are growing – and how?
  • Will consolidation continue, slow down or accelerate?
  • How are businesses coping with savvy consumers, who research everything online and with AI?
  • What are the new products in the pipeline and how will they achieve market share?
  • How are companies responding to technology issues, like data breaches and security?

Contact

It’s time you pictured yourself on the podium, sharing your outlook and insights. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, we’ll brainstorm steps to put you in front of the conference organizers and your name in the conference program.

Note: This is the first of two newsletters; the second will discuss assembling a conference panel with a client.

See also: Speaking of Speaking, for best practices to deliver your remarks.

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Image credit: Deshauna Barber-Echols and University of West Florida

Are You Speaking to Reporters On the Record or Off the Record?

Define the boundaries of the conversation BEFORE you start talking.

Reporters contact sources close to an event to get more details and peek behind the scene.

In developing their news story, they are guided by the four principles of the Society of Professional Journalists:

  • Seek truth and report it
  • Minimize harm
  • Act independently
  • Be accountable and transparent.

In most instances, reporters will identify their sources, as a way to confirm that what they write is true.

From your perspective, you usually wish to be quoted by name in the press. Nonetheless, there may be other times when you want to see some aspect of the situation mentioned in the news, yet you prefer to be anonymous.

Although I counsel clients to speak with reporters on the record, there are other gradations to media interviews. Keep in mind the reporter must agree, in advance, to talk with you on that basis.

Follow these guidelines, accordingly.

  1. On the Record: This is the standard media interview setting. Everything you say, plus whatever you communicate by email or text, is on the record. It may be quoted and attributed to you by name and your connection to the situation, for example, Barbara Sands, Vice President, Acme Corporation.
  2. On Background/Anonymous/Not for attribution: When the reporter agrees in advance, the information you discuss is available for publication. However, you, as a source who is directly connected to the situation, remain unnamed. You are cited generically as a person familiar with the matter or an executive/spokesperson at the organization. Many reporters will go on to find corroboration, either from another source on background or someone who is willing to be quoted.
  3. Off the Record: This approach works best when you wish to convey complex or intimate aspects important for the reporter to understand the bigger picture. Note that the details and your name are not to be made public. The reporter cannot share the information with any other source. However, they are now better equipped to find someone else who may be willing to speak on the record.

    Note: You cannot jump back and forth between these three approaches, unless the reporter agrees to abide by such a constraint.

  4. Embargo: You brief the reporter in advance of a certain date, granting them time to conduct more research and write their news story. The reporter agrees to hold the news story and not publish it before the stated date.

As you might expect, the reporting relationship works smoothly when both parties are in agreement in advance of their conversation.

This Month’s Tip

What about an exclusive? When you have news that you believe will set the world on fire, you may wish to offer an exclusive opportunity to a reporter. You contact the journalist in advance of a major announcement and offer them the chance to get ahead of their competitors. This gives the reporter ample time to develop a detailed news article. The best practice is to set a deadline for their response; this approach will free you to contact another reporter in the event of a turndown or non-reply.

Contact

When preparing for your next media interview, consider on which basis you will speak, if not completely on the record. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, we’ll consider when it may be appropriate for you to speak on background or go off the record.

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Improve Your LinkedIn Profile: Headline, Photo, About

Look closely at the space available and maximum character limits.

You’re on LinkedIn, but you probably are not making the most of your profile there, like an attorney in my network.

David told me how he uses LinkedIn before a trial:

“When I learn the name of my opposing counsel, I look at their profile to learn three things:

  • Who else do I know at the firm?
  • Who do we know in common?
  • Where did they go to law school?”

I replied, “David, it’s great that you use LinkedIn for competitive research. Tell me, do you think opposing counsel is looking at your LinkedIn profile the same way?”

He paused for a minute. Then he said, “You’re right. I never thought of it that way.”

Think: who are the people searching for you – or a professional similar to you – on LinkedIn?

They may be current clients, lapsed clients or referral sources who already know you.

There are many other people searching on LinkedIn for a professional with your skills. They may overlook you – and you may overlook them – when you are not paying attention to your Headline, Photo and About section, three essential components of your profile.

For example, these people already know your name and will type it in LinkedIn’s search bar to learn what you are doing currently:

  • Active and lapsed clients
  • Co-panelist
  • Professional association colleague
  • Networking contact

What about other professionals, who probably do not know your name; they search for someone with your background:

  • Conference organizer
  • Reporter
  • Editor
  • Podcast host
  • Potential employee
  • Student seeking summer internship
  • Start-up founder
  • Nonprofit executive with an empty board seat
  • Recruiter

Consider which of these target audiences you wish to attract and how best to convey your capabilities to them and to the AI search engines that are also scouring your profile.

Three Sections of Your LinkedIn Profile
People who view your profile scan three key sections, to the following degree:

Percentage of Time Spent Viewing a LinkedIn Profile

Section%
Headline18
Photo30
About52

Here’s how you can improve each of these sections, in alignment with the people who you want to find you among the many colleagues in your field.

Headline
LinkedIn automatically places the title of your current position in your headline. If yours says:

  • Partner
  • Founder
  • Owner

you are one of several thousand in your state on LinkedIn.

Do you really think someone is looking for a Founder when they need a marketing professional or accountant for their new business?

Consider the difference between:

  • Designer at Johnson Design
  • Branding, identity, graphic design and message professional for consumer goods, personal care, toiletries and cosmetic products. Logo, website and templates for social media, newsletter, stationery and packaging.

LinkedIn grants you 220 characters to describe your background. The branding professional’s headline above paints a detailed picture and, with 212 characters, could accommodate a bit more information about the industries they serve.

When composing your headline, think about the problem you solve for the reader, plus the benefit you bring, and incorporate their perspective. Keep in mind they may not use technical terms; use words that would be commonly employed in a search, for example:

  • Branding
  • Design
  • Marketing
  • Website
  • Specific industry

Do NOT cite your company’s name; it displays nearby. If someone already knows the name of your business, they would probably visit the company’s website.

In addition to its presence on your profile, your headline travels with your photo wherever you are present on LinkedIn. When you:

  • invite someone to connect with you
  • promote your upcoming workshop in a post
  • write a comment on another person’s post

your headline will appear.

Check your headline and confirm that it speaks the language of the person, and the AI bot, who you wish to find you in their search on LinkedIn.

Photo
Not displaying a photo reflects negatively.

About one-third of the time people scan your profile, they look at your photo. People check your picture before they meet you, in person or virtually.

After you’ve met, someone will look at it to confirm you are the person they remember talking with, not someone else with your name. (I’ve met another  Janet Falk; she lives in the same town as my sister.)

Are you proud of your photo?

If not, plan for a new one.

When your hair style or hair color changes, or for men, your beard or moustache changes, take a new photo. Keep it current and update it every three to five years.

About
Fifty-two percent of the time scanning your profile is focused on your About section.

With free real estate and 2,600 characters, it is astonishing how few professionals take advantage of this space to tout their background.

Don’t leave that section crying for more details.

Take the opportunity to promote your experience and client successes from the perspective of the reader.

Write it in the first person and write long. Don’t hold back because you think people won’t read the entire section. They will only stop reading when they lose interest.

Use this format:

  1. Mention an issue clients face and indicate you are able to solve it. You have 270-320 characters before LInkedIn inserts the text … more, that requires readers to click an embedded link to continue reading the section.
  2. Explain what you do.
  3. Show what motivates you as a professional who serves clients.
  4. Give a brief example of a client success story.
  5. Indicate specific industries or situations that you focus on.
  6. Close with a Call to Action; tell the reader how to contact you about their circumstances.

Here are examples: first, for a branding and design professional and second, for an accountant:

(Introduction)
Cosmetics companies consult me for branding, packaging and website for new products. Together, we review the competitive landscape and establish a niche for their offering. The two draft alternatives adhere to their existing language and color palate. Call me at 347-256-9141 to review your situation. (301)

(Explain what you do)
My branding and design practice works at the juncture of marketing, consumer attitudes, cosmetics, personal care and drug and safety regulation:

  • Creative response and deployment of resources
  • Personal attention and hands-on approach
  • Actionable recommendations

Clients contact me to:

  • Design a distinctive appearance for packaging, website and marketing materials
  • Maintain adherence to brand standards for related products
  • Keep pace with evolving consumer preferences

(Show what motivates you to serve clients as a professional)
Clients recognize I care passionately about the integrity of their products. I evaluate their current situation and seek avenues to highlight unique features and benefits, so their items will stand out in the crowded marketplace. By working closely with all the stakeholders and addressing their concerns, I can create an outstanding brand design and achieve a solution.

Now, for an accountant, here’s a brief example of a client success story:

A dentist noticed an increase in overtime pay to her staff. Upon closer examination, she figured out the bookkeeper was logging unauthorized extra hours and receiving additional pay. The bookkeeper had altered time-keeping records. Working closely with the dentist, I figured out how the records were doctored.

The next day, the bookkeeper overheard a conversation about personnel records between the dentist and the office manager. He resigned the following day, when he realized his fraud was discovered.

(Indicate specific situations or industries where you focus your practice)
My experience includes:

  • Medical, dental and veterinary practices
  • Day care centers
  • Home health care agencies

(Close with a Call to Action)
The sooner we speak, the sooner you will be at ease knowing that your books are balanced and you are in compliance with state and federal regulations regarding records and compensation for your employees. You will move forward with your business, without fixating on the stress of monitoring your monthly and annual financial records. Call 347-256-9141 for a free consultation.

Congratulations on your improved profile!

Now, plan to update other sections, such as experience, publications and projects, where you may list panel presentations and podcast appearances.

This Month’s Tip

Check your numbers on LinkedIn. Is your Headline descriptive of your business? Does it use the available 220 characters to the utmost? Does your About section provide a fulsome narrative in close to 2,600 characters?

Take the opportunity to compose a more detailed Headline and About section. They will increase the likelihood you will appear in a search by the potential clients, conference organizers and reporters looking for you, or a professional with your experience and industry focus.

Set a calendar reminder to review your profile once each quarter.

Contact

Whether they conduct a search on LinkedIn or pose a question to an AI search engine, people seek professionals with your credentials and background. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll compose your Headline and About section, plus count the characters, to improve your LinkedIn profile.

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Publish AI-Visible Authority on LinkedIn

Compose posts, articles and newsletters that deliver your ideas to the answer engines.

According to a recent report, LinkedIn is the most-cited domain for professional queries in AI search.

Further, “People can grow their reach and credibility just by showing up on LinkedIn. Answer Engines discover and attribute LinkedIn posts, articles and newsletters back to the people who created them, meaning your ideas, expertise and even your small business can be found through the strength of LinkedIn’s domain authority,” according to Davis McCain and Brandon Punturo at Profound (emphasis added).

How can you capitalize on AI’s reliance on LinkedIn’s discussions and heavy weighting of your content to build your visibility?

Obviously, by being more active on the platform via the three vehicles emphasized.

Before you place fingers to keyboard, or pen to paper, identify who is your target on LinkedIn. Colleagues in your industry or profession? Current, lapsed or potential clients? People who might refer clients to you?

Now consider the WII-FM, What’s In It For Me, for the folks in that category. Do they need your advice to keep pace with evolving best practices? Have you identified a trend that they might capitalize on? How can you help them Save Time, Save Money or Make MORE Money?

Based on this foundation of your target audience and their needs or concerns, develop your discussion in the appropriate LinkedIn format.

A Primer on Formats

In a LinkedIn post, the first 210 characters will display, followed by …more. You have a total of 3,000 characters. Posts are directed to the feeds of about 10% of your connections. Your comments on the posts of others also are directed to a small percentage of your contacts. The mysterious algorithm directs the distribution of posts and comments, based on the activity and interests of your connections.

Most articles are about 2,000 characters; they can be as long as 110,000 characters.

Newsletters are granted 125,000 characters and any LinkedIn member may subscribe. When a new issue is published, an email alert is sent to subscribers and an item appears in their Notifications tab. Note: even people who are not your connections may subscribe to your newsletter; that represents an opportunity for you to connect with them and expand your network.

Whenever you publish an article or newsletter on LinkedIn, you are automatically prompted to compose a post. This essentially is a teaser for the longer piece and drives traffic there.

Sample Posts

Here are some posts for your inspiration, whether you seek to promote your expertise via speaking engagements, publications, newsletters or other activities:

  • Announce that you are speaking — workshop, webinar, podcast — and list at least three takeaways attendees will master. Be sure to include the DAY, DATE, TIME and FEE. Sample 
  • After the program, review what was discussed. Sample
  • Repeat a question and your answer at the session where you spoke. Sample
  • Share an article you published; note whether reading it requires a subscription. Sample
  • Point to your latest LinkedIn newsletter or to a newsletter previously published on your website. Sample
  • Explain a best practice. Sample
  • Distribute a report or list of Do’s and Don’ts. Sample
  • Market your e-book, course or other merchandise for purchase. Sample

In each instance, you showcase your expertise and thoughts, harnessing LinkedIn’s formats of post, article and newsletter for AI’s discovery.

You can also be generous with your posts and promote the ideas of others.

This approach conveys that you have your finger on the pulse of what is most timely and relevant:

  • Share the insights you gleaned from a presentation. Sample
  • Summarize a colleague’s thoughtful article. Sample
  • Congratulate a contact on an award or honor. Sample
  • Link to an upcoming program. Sample
  • Introduce a colleague looking for a new position. Sample
  • Circulate the publication of your professional organization. Sample

Keep this list of 14 suggestions handy, as a catalyst to spark your next post, newsletter or article.

This Month’s Tip

Be sure to indicate the next step to be taken by readers of your post and subscribers of your newsletter:

  • email you
  • give you a call
  • book a virtual meeting
  • download a checklist
  • subscribe to your newsletter

Of course, you have provided the appropriate contact information or link, so they can perform this action.

Contact

Which aspects of your expertise and selected content are AI answer engines finding in your LinkedIn activity? If there is not much action there, or if your posts are not fresh, you will not be cited as often as your peers. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll review the 14 suggestions to develop your insights for posting and publication on LinkedIn so you will be found there.

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Image credit: Giselle Aguiar

Learn How to Earn (Media)

Earned media mentions are what AI looks for and cites.

What is AI Reading? asks a recent report by Muck Rack.

This comprehensive survey focused on citations from diverse online sources and analyzed how often AI cited mentions from the following:

Sources of Media Mentions Cited by AI

Source%
News Stories25
Industry Blogs25
Encyclopedic Sites14
Corporate Blogs12
Academic Research7
Government and Nonprofit Sources7
Press Releases6
Social edia Posts (by users, not corporate)4

In other words, earning the imprimatur of an external, objective online media source is highly valued by AI and accounts for 82% of referenced sources.

Note that the media presence that a business controls, namely corporate blogs and press releases, accounts for only 18% of the citations used by AI.

Accordingly, businesses should focus on being mentioned more often by external sources.

Here’s how you can earn some of those citations:

1. Be quoted by a reporter in a business magazine or industry newsletter.

2. Publish an article in an industry journal, professional association’s publication or industry blog.

Consider your target audience and their preferred media outlets, such as the metropolitan business magazine or the industry monthly.

Search the publication’s website for recent articles on related subjects to identify the appropriate reporters. Assemble a list and find their email addresses.

In addition, look for the publication’s policy on accepting contributions from external authors.

Follow this proven approach to landing earned media mentions in two ways:

Be a source for reporters

You may recall my catch phrase: Reporters call the people they know. They don’t call someone they never heard of.

If you want to be the person quoted in a news story, you have to introduce yourself to reporters, in a professional manner, as a market participant or an industry observer who offers insights on timely issues and trends.

Establish your authority by noting a recent achievement: you presented at a conference, you published on a related issue, you spoke on a podcast or you have some other credible status to address their audience.

You may wish to be known in a specific niche as a source for several related subjects, which you list as three to five bullet points.

For each one, focus on the interests of the reader. If only people knew what you see on the horizon, they would Save Time, Save Money or Make More Money.

Alternatively, highlight a single idea that needs to be addressed. Bonus points if it is time sensitive. Even better if it is flying just below the radar and no one else has mentioned it.

For example, perhaps debate is raging on proposed regulation of the industry. Maybe you and a client highlight best practices to improve operations. There’s an emerging trend that your peers need to follow.

Be sure to provide your email address and company’s website, plus office and cell phone numbers, so the reporter may easily contact you.

After sending the introductory email, follow these five tips and draft notes in preparation for an interview with the journalist. That conversation could take place later that week or months from the date you wrote them.

This sample Media Profile will help you get started.

Be the author of an article

As the author of an article or blog post, you have more control over the content of what may be published than in an interview for a news story written by a reporter.

State your thesis and develop a few bullet points about how your discussion of this subject will:

  • Amplify
  • Explore
  • Correct a myth
  • Show the consequences of
  • Recount a case study or lessons learned, perhaps co-authored with a client or referral source from that industry

Ask for the word count of the proposed contribution and the deadline, if any.

You may propose this article to several publications. If you are fortunate enough to have more than one accepted, the content of each article or blog post must differ from the other by 35%.

Here’s a sample letter I use to propose an article written by my clients.

This Month’s Tip

Here’s why you should propose and not write an article. Imagine you’ve drafted a discussion that is 600 words. You send it to Industry Monthly and the editor might reply: Great work. Please revise to our standard length of 500 words.

Perhaps the editor responds: Excellent idea. Can you also address topic A and please expand it to 750 words? 

Are you prepared to perform major surgery on this piece and revise it to fit the publication’s requirements? Probably not.

You won’t write the article twice when you ask for the word count in advance and adhere to that length.

Contact

What will AI find from you in the earned media category? Whether you see yourself quoted in a news story or composing an article, potential clients, lapsed clients, referral sources and industry colleagues need to hear your timely insights. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll brainstorm how you can step forward and earn more media mentions.

Once you have earned them, we’ll plan to multiply them across other platforms so they’ll be more widely seen. That will enhance your authority with AI and your target audiences

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Image credit: Demand Gen Report

Is Vacuum a Noun or a Verb, in Terms of AI?

It’s both. Learn why that matters.

Vacuum as a noun means a space entirely or partially devoid of matter. It also refers to a machine used for cleaning.

Vacuum as a verb refers to the act of using this machine to gather materials and particles.

Here’s how the word vacuum relates to your digital presence and Artificial Intelligence (AI).

“AI hates a vacuum. When Large Language Models encounter an information vacuum about you or your business, they often hallucinate outdated or negative narratives,” according to Steven Giovinco, Founder, Recover Reputation.

When AI is looking to vacuum up information about you, and it comes up short because of your limited digital presence, you are at a distinct disadvantage.

You may even be vulnerable to misinformation.

You must not stand in a vacuum online. Personal branding professionals and reputation management experts emphasize actively building your online presence and reinforcing it.

Your goal is to create and, to the extent possible, control the information about you that AI tools will locate and vacuum.

“AI systems scrape from a wide range of sources online. Much of their output simply rehashes existing writing,” explains Shannon Wilkinson, Founder and CEO, Reputation Communications.

This online writing consists of self-published materials, plus those distributed by third parties.

For example, your website probably displays:

    1. Biography and Credentials
    2. Case Studies
    3. Descriptions of Products and Services
    4. E-books and Reports
    5. List of Clients or industries served
    6. Newsletters and Blog posts
    7. Presentations
    8. Representative projects
    9. Self-written social media posts
    10. Videos

These are viewed as trustworthy by the AI tools.

As for content published by others, some examples are:

    1. Articles in Industry Publications
    2. News Stories Quoting Your Insight
    3. Podcast Appearances
    4. Speaking at Conferences
    5. Non-authored Social Media Posts
    6. Webinars
  • In terms of companies and individuals that are quoted in news stories, being named in The Wall Street Journal, among other top tier media, can be highly impactful in building brand awareness.However, “AI systems tend to select niche-appropriate outlets frequently when queried about specific industries,” per a report by Muck Rack, a database of reporters.

    Consider how you might be mentioned in the media, whether as a source in the local metropolitan business magazine or as the author of an article in a client’s industry newsletter or your professional membership association’s publication.

    Either would be highly valued by an AI tool and begin to fill the vacuum.

    Finally, as a reminder, your writing, speaking, online activity and quotes by reporters serve to confirm:

    • You are the professional the prospective client heard speak, read about or was referred to.
    • You have the skills, education and experience to help them solve their problem.
    • You have the trust of your clients and the respect of your peers.
  • Fill the online vacuum with materials that support The Confirmation Process.

This Month’s Tip

Conduct an experiment to see what AI vacuums up, similar to a Google search for yourself. Use this prompt and be sure to request the sources: Is YOUR NAME a trusted professional for YOUR LINE OF BUSINESS?

Review the response, the number of sources and whether they are self-published or by third parties. Next, develop an active content plan to publish on a monthly, quarterly or even weekly basis. You will then control more of the online references that AI will vacuum.

Contact

Based on your experiment, you may be overwhelmed with the opportunity to fill the online vacuum. Will you create videos or launch a newsletter? Will you reach out to reporters with your insights or publish articles? Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll develop materials to address the vacuum of your digital presence. We’ll give the AI tools more content to vacuum up.

See also: With AI, Your Website No Longer is the First Point of Contact with Prospective Clients and Your Content Ecosystem and AI.

Click here to read prior issues of this newsletter.

Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

Image credit: Vacmaster

Good and Ready vs. Good & Plenty

Consider the potential clients who never enter the marketing funnel.

You may recall the licorice-flavored candy Good & Plenty. Let’s put that phrase in a marketing context and give it a spin. Now it becomes Good and Ready.

Marketers refer to the marketing funnel, using the acronym AIDA.
Attention
Interest
Desire
Action

Once a company has caught a potential client’s attention, it provides information to the prospect in order to develop an interest in their services or products. This sparks a desire for same and leads to an action, namely purchase or hire.

Here is the problem with the marketing funnel.

It often focuses primarily on those who are already acquainted with the company and then become passive recipients of a periodic flow of information.

Let’s consider the prospective client in an active stance.

They recognize they have a problem or a poor situation and they seek a solution.

They ask among their contacts for assistance or a referral.

They look online for a similar case to learn of their options.

They do not enter the company-driven funnel.

This is where The Confirmation Processr brings a contrary approach to traditional marketing.

As a reminder, potential clients seek to confirm:

  1. You are the person they heard about, through a referral, article, webinar or podcast, when they already know your name (they may not know it).
  2. You have the skills, knowledge and experience to help them in their current situation.
  3. You have the trust of your clients and the respect of your peers.

This is why it is essential to create content and distribute it online. The potential client who requires a resource will find you in their Internet search and confirm you are the professional who can assist them.

In fact, “B2B buyers follow a consistent pattern when making purchase decisions. They spend 70% of their buying journey doing their own research before talking to vendors,” according to a report by marketing agency 6sense.

I’ve worked with clients who contacted me after viewing a recorded webinar or reading an article that was created more than a year before.

In other words, when they were Good and Ready.

This Month’s Tip

How will you be found by the potential buyers looking for someone like you? Be actively present on the Internet. Publish your insights and speak about them where your potential clients seek information. Possible outlets include:

  • Industry magazines and newsletters
  • LinkedIn posts
  • Conferences
  • Webinars
  • Podcasts

Additionally, develop materials that reside on your website, where they will be found by online search and AI tools:

  • Newsletters
  • Checklists
  • Videos

Contact

It’s time for you to promote your perspective on best practices and trends in your sector. Contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Let’s sweeten your online presence so you will be found when potential clients are Good and Ready.

Click here to read prior issues of this newsletter.

Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

Audit and Reinvigorate Your Marketing and Communication Resources

Apply the Confirmation Process to ensure greater impact. At the start of the New Year, an audit might help you address how to reinvigorate your Communications and Marketing activities in upcoming months. As you may recall, The Confirmation Process has three steps, from the user’s perspective. The person who lands on your website or LinkedIn profile seeks to confirm that you:
  1. are the same professional they heard about, read an article by or heard speak
  2. have the knowledge and skills to solve their problem
  3. have the trust of your clients and the respect of your colleagues.
In this audit of your Communications and Marketing resources, you may analyze how well they comply with the Confirmation Process and take steps to improve them. For example:
  • Does your photo convey warmth and accessibility?
  • Does your website provide clear discussions demonstrating that you know the ins and outs of the potential client’s specialization?
  • Do your testimonials reflect successful client projects?
  • Do your published articles and speaking engagements show your stature in the industry?
This audit, with a checklist of a baker’s dozen of resources, has links for guidance so you can confirm and refresh each item. Note, too, how often to update them: Twice Weekly LinkedIn posts Weekly Online references to your name and business Monthly Newsletter or Blog Quarterly Website LinkedIn Profile Email Signature Elevator Pitches (for those in your field and for others outside it) Media Profile (to introduce yourself to reporters) Press Release and Announcement Publish Article in an Industry Magazine Speak at a Workshop, Conference or Networking Group Annually Giveaway Directory Listings Now, after the prospect has read (or heard) any of these, can they easily contact you, by phone or email? Check to ensure those details are clearly visible (and audible) .

This Month’s Tip

Choose. Schedule. Multiply. Maintaining an active presence with all thirteen resources is undoubtedly time-consuming. Start with this reinvigoration and confirmation process. Then, Choose among the items and prioritize, based on your available time and budget, plus the success you recorded with each one. Having made that selection, periodically Schedule an update to ensure the materials are current. Finally, Multiply the content you develop. A panel presentation may become an article for an industry magazine. A summary of that publication is the basis of a social media post and a link to the article is displayed in your email signature. Voila! Four ways to deliver your insights.

Contact

Note how this audit yields resources that complement each other and extend your reach. When you need assistance to evaluate and reinvigorate your materials, contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, we’ll review your 13 to multiply your success in ’26. Click here to read prior issues of this newsletter. Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.
Image credit: Pioneer Institute  

Your Content Ecosystem and AI

Deliver insights to the AI search engines so you will be found online more often. Reputation management professionals have long focused on monitoring positive and negative mentions of companies and individuals online. AI search engines are also scanning the Internet for references. Even Google and Bing automatically produce AI generated summaries in their searches. Company websites are self-published, so AI looks for internal consistency to evaluate their credibility. Here are the elements of your content ecosystem that contribute to consistent messages to your visitors and to AI. Each is carefully formulated to highlight your areas of expertise, addressing specific issues in multiple formats:
  1. Biography and Credentials
  2. Case Studies
  3. Descriptions of Products and Services
  4. E-books and Reports
  5. List of Clients or industries served
  6. Newsletters and Blog posts
  7. Presentations
  8. Representative matters
  9. Self-written social media posts
  10. Videos
You exercise complete control over the topic and format for all of them. Frequent discussion of a specific subject signals your knowledge and background to AI search engines. The reward is you will be cited more often in searches conducted with AI when you regularly whet its appetite with relevant content. Note, however, the content distributed through external sources, while also addressing these topics, is treated as more trustworthy. That’s because, from an AI perspective, it is produced by third parties who verify your authority:
  1. Articles
  2. News Stories Quoting Your Insight
  3. Podcast Appearances
  4. Speaking at Conferences
  5. Non-authored Social Media Posts
  6. Webinars

The AI search engines corroborate and evaluate these discussions. For example, they use context to distinguish between self-posted social media mentions and those published by parties who are not affiliated with the same entity.

This Month’s Tip

The more often your content appears, the more material AI search engines will locate and the more authoritative you become. Apply the content multiplication approach to the ten formats noted above. Consider how you can extract more juice from a newsletter, for example, by emailing it to a reporter as a suggestion for a news story. Perhaps the subject of a blog post becomes the jumping off point for a conference presentation. The AI search engine is a hungry beast, always seeking fresh material; feed it regularly.

Contact

What’s in your content ecosystem that merits another tasting? Contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, we’ll brainstorm ways to serve up your ideas to AI. See also: With AI, Your Website No Longer is the First Point of Contact with Prospective Clients. Click here to read prior issues of this newsletter. Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.
Image credit: Magnet  

But Who’s Counting?

Consider which numbers matter most for your business.

You know it’s important to periodically review your digital presence on multiple platforms.

Here’s my view on the value of the respective numbers yielded in each instance. Consider how your routine and your analysis compare.

Daily:
I check the Profile viewers of my LinkedIn profile and Messages. When the visitors or correspondents are new, I assess our potential alignment. When it appears favorable, I contact them and invite them to chat as a preliminary step to a connection. I ignore sales pitches and seemingly random visitors.

When these visitors are existing connections, I usually email them to learn what’s new and if there is some way I might help them.

The number of visitors and messages has little meaning, because some are irrelevant. What does matter is setting up a mutually productive conversation and cultivating a relationship.

I post every weekday on LinkedIn, reply to comments on my posts and comment on the posts of others among my contacts. Sometimes I search for posts by a contact’s name or by hashtag topic. Sometimes I simply review what LinkedIn has served up in my feed.

I do not pay much attention to the numbers of viewers, reactions and comments on my LinkedIn posts. Some posts get 200 views, and some get 20. A post reporting the highlights of a social media conference received 18,000 views. How many people then looked at my profile or website? I’ve no idea. The LinkedIn algorithm works in mysterious ways. I leave it to others to figure out how to game the system.

Weekly:
I search for my name and the name of my business online. I want to learn what others might say about me and if a recently recorded podcast has become available. It’s vital to monitor my online reputation and address any misinformation or negative critique.

The total number of online references is variable. As long as I find a few positive references, usually to my LinkedIn posts and newsletter, and no negative references, I am content.

Every Thursday I review my Marketing RBI for the ways I promoted my insights:

  • Networking
  • Speaking
  • Writing
  • Being active in the trade association of my target market
  • Posting online about these activities, plus other thoughts

This is the single number that I find most valuable. When I come up short in one of the five categories, I still have Friday to step up and swing for the fences.

Monthly:
After I distribute my monthly newsletter to about 1,000 subscribers, I check the open rate daily for a few days. When it’s at least 50%, that means I have a loyal readership, like you, which I appreciate.

I notice which people are new subscribers and consider how I came to their attention. If we met, I’m glad to learn our conversation prompted them to keep in touch with me.

As for the ones who unsubscribed, I read their names and then do not give them a second thought. Often, they rarely read the newsletter in the past; therefore, their departure actually improves my open rate.

Quarterly:
I update my LinkedIn profile and website content, to ensure they are current. My Public Relations and Marketing Communications practice has evolved over these 17 years. I want an accurate picture of my services displayed online.

When it comes to the traffic on my website, I barely look at it. My site is a library of resources, not a destination.

Lawline provides a quarterly statement of the viewers of my recorded webinars. It’s a thrill to see, for example, one is very popular; Why HER and Not ME? How YOU Can Be the Attorney Reporters Call was viewed 982 times between July and October 2025.

Because I do not have the contact information of the attorneys who watched the webinars, the number of viewers is not especially meaningful.

Ask yourself:
Are the numbers for your LinkedIn profile visitors, readers and commenters of your posts, newsletter subscribers and website visitors truly revealing insights to you? If so, how will those numbers guide your next step?


This Month’s Tip

My numbers don’t add up to much, do they? The true data point for me is asking people: where did you see my name online, when did you hear me speak or who referred you to me. You should pose the same questions to those who contact you for your services. Based on those answers, focus on that activity, regardless of its number.

Contact

Which numbers are you tracking? Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Together, we’ll review your marketing efforts to make sure your activities are the ones that count.

This discussion was inspired by Michael Katz, who advises, “decide what to pay attention to and to what degree … and what can be safely ignored.”

Image credit: Anders

A Political Campaign Principle and Your Marketing RBI

Reach out to the three types of constituents

Imagine you are a candidate for elected office. According to a political campaign strategist, there are three types of people among your constituents:

  • Those that are with you
  • Those that are agin’ you
  • Those that are sitting on the fence; they are not paying attention, or they have not yet made up their minds.

Now, let’s apply this principle to marketing activities.

Clearly, it’s vital to remain in close communication with those who are with you and know you well:

  • Current clients
  • Lapsed clients
  • Referral sources
  • Networking contacts

Conversely, it’s an expensive proposition, in terms of money, time and effort, to go after the group that is agin’ you and unlikely to be persuaded. Perhaps they already have a business relationship with a competitor, or they are disinclined to use your services.

As for the people on the sidelines, let’s consider how you might raise your profile and move them into the first camp.

Here is where the five ways of attracting business in your Marketing RBI come into play:

Networking:
Identify the groups where your prospective clients gather. Ask a connection to accompany you at one of their events, in person or online. Following that meeting, participate in the group’s social media conversations.

Ask a contact to introduce you to their colleague and arrange a Networking Squared conversation, a three-way meeting over coffee or via Zoom.

Speaking:
Team up with a client to give a presentation at their networking group, professional membership organization or industry association.

Introduce yourself (and an industry contact) to the podcast hosts whose programs address timely issues facing that sector.

Writing:
Invite a referral source or client to co-author an article for an industry publication. The subject might be a best practices checklist or a case study recounting a successful project. Show how you are addressing their concerns and resolving their problems.

Being active in the trade association of your target market:
You may be one of a few (or the only) professional with your background who is a member of the group. For example, as a writer, I edit a column in a membership organization’s monthly newsletter.

Promoting your activities online:
On your social media accounts, cite the names of others involved in your activities. These include people you met at a networking event, colleagues who collaborated on a workshop, podcast or article and speakers who presented at the trade association’s meeting.

When you fish where the fish are, you are more likely to land the big one.


This Month’s Tip

Introductions and collaborative presentations will build your credibility as a reliable resource, similar to a political candidate’s endorsements by elected officials. Your relationship with someone who the potential client (voter) trusts is a step forward in creating a new business opportunity.

Contact

It’s time you took your marketing campaign on the road and connected with the folks sitting on the fence about using your services. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, let’s brainstorm about reaching out to prospective clients, so you will be the candidate they choose.

Image credit: Oriental Trading

Speaking of Speaking

10 tips for a memorable presentation

You know how some people freeze when they anticipate a public speaking gig?

Not me.

I love standing in front of a group and sharing my insights and action steps. Whether I’m addressing colleagues, potential clients or students, I’m excited to guide them in mastering best practices.

Following are ten tips I’ve learned along the way, from speaking coaches and the School of Opportunity, formerly known as the School of Hard Knocks.

Before You Speak

  1. List the ideas and activities you want the audience to take with them when they return to their desks. When you start with the end, you’ll be able to delineate the intermediate steps of your presentation and see how to get there.
  2. Capture the audience’s attention from the get-go. Tell a short anecdote, ask a question or use a little-known statistic. Now they want to hear more and figure out how what you have described relates to their situation, whether business or personal.
  3. Your slides are an outline of key points. KISS. Your actual remarks will amplify, explore, bust a myth or show the consequences of the topic you highlight.



    4. During the Presentation

  4. Pace yourself. Scan the faces of the attendees. Slow down and recapitulate when their eyes wander around the room.
  5. Don’t pace. It’s fine to walk across the stage and connect with people on both sides of the room. When you reach the opposite side, stand and remain in place for a few minutes. Pacing is distracting.
  6. After you’ve summed up your remarks, have a colleague begin the Q&A with the question you gave them. Take the opportunity to go into more depth about a point you skimmed over in the presentation. Plus, you open the door to more questions and avoid the dreaded Q&A silence.



    7. After You Speak

  7. Thank the event organizer(s). Whether or not you want to be invited back, be gracious.
  8. Arrange for a handout, perhaps an excerpt of the slides, to be emailed to attendees. Help people practice on their own and even share your ideas with members of their professional and personal circles.
  9. Spread the word. Consider strengthening your relationship with a client or referral source by inviting them to co-present with you. Arrange to speak to their professional membership organization or industry association. That audience will be receptive to hearing from one of their own colleagues. You will enhance your contact’s stature and their participation will attract potential clients and referrers to you

    10. This Month’s Tip

    You worked hard to create and deliver that presentation. Now make it work for you.

  10. Plan in advance to share it across other platforms:
    • article
    • checklist
    • client alert
    • e-book
    • newsletter or blog
    • pitch to a reporter
    • podcast appearance
    • social media post
    • summary on your website
    • video or audio clip

Contact

Your speaking engagement is not one and done. When you book your next event, let’s talk about how you can prepare and promote your presentation. Contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, let’s get ready to step up to the microphone and then take your presentation to greater heights: on the road, online and into print.

Image credit: Sergio Santos

Do ALL Your Website’s Pages Tell Visitors What to Do Next?

Check each one to confirm there is a clear Call to Action.

Call to Action is the term marketers use for the suggestion that prompts the reader or viewer to take a specific action. Examples are Click to download this article or Call this number to book your appointment.

EVERY page of your website should have a Call to Action.

Here are the most frequently stated Calls to Action and the number of times they are cited on the 17 pages of my website, plus 183 newsletters:

NumberAction
16Contact me by phone or email, or book an appointment
7Book a workshop by completing this form
4Request this e-book by submitting your email address
4Subscribe to my newsletter by submitting your email address
2Read, watch or listen to this article, video or podcast
1Connect with me on LinkedIn
1Download a document
29Newsletters: See also a related newsletter
183Newsletters: Contact me by phone or email, or book an appointment

Note that every page indicates a concrete step that presumably delivers value to the visitor in the form of additional information, whether it’s text or arranging a presentation.

Additionally, each page, including the newsletters, invites the reader to reach out to me and provides a phone number, email address and a calendar link to do so (except, obviously, the Contact page).

Website visitors are sophisticated and know the proximate result when they click a link to download an article or they submit an email to request an e-book or subscribe to a newsletter.

They also appreciate learning that the company or professional is accessible to them in the manner they prefer to engage: by phone, email or a virtual appointment.

You make it easy for your visitors to review your insights and connect with you when your website indicates a succinct Call to Action.

This Month’s Tip

Check your website and confirm whether or not EVERY page indicates a particular action that will deliver value to visitors: an e-book, workshop, checklist or newsletter.

If it does, hooray!

If it does not, revise the text accordingly, so the reader will perform your suggested activity.


Contact

Your website is the virtual road to your business. Every page is an intersection where the reader must decide where to go next. Have you given the visitor clear directions? Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Together, let’s ensure every page of your website invites the reader to respond to your Call to Action.

Image credit: Bleeping World

“If You Build It, He (They) Will Come” (Field of Dreams)

“Maybe, maybe not.” (Janet Falk)

You have a new company, product or service. What’s your next step to tell the world about it?

Recently, I spoke with two founders who viewed their launches differently.

In the first instance, online research revealed there were no news stories about the company or its technology products. When I mentioned this observation to the founder, I was astounded by his response:

I thought if we built a good product, people would come.

In a previous role, this executive was familiar with contacting the media about news; yet, he took no steps to reach out to reporters for this new company.

Later that same day, I received an email inquiry from someone who had learned marketing tips from my long-ago podcast appearance. She asked for:

guidance in communications about her new legal services firm,

specifically, strategies she might quickly implement to market her practice.

Two new companies with diametrically opposed plans for communication activities to announce their services and grow their client base.

NEWS FLASH: Your new company, product or service will not attract customers by its mere existence and word of mouth.

Instead, you must actively publicize your business and promote the product or service.

Consider these eight tactics:

  • Lead workshops, perhaps with a client, to showcase the product and its stellar results.

  • Create an announcement and send it to the relevant industry, business and local media outlets to generate a news story.

  • Promote the announcement on the social media platforms where potential clients and referral sources may read about it.

  • Share the announcement with others in the networking groups where you are a member.

  • Compose case studies of client successes and post them on your website.

  • Invite a client to co-author an article for their industry media and promote it when it is published.

  • Solicit customer testimonials and LinkedIn recommendations.

  • Include a link to the description of the service or product in your email signature.

    • This Month’s Tip

    YOU are in the YOUR NAME business. If you do not invest in promoting your company and your services and products, who will? Not your employees and not your clients.

    Note that these tactics are nominally FREE. They require only your time. You can perform them yourself, or with the support of a communications professional.


    Contact

    The value of your service may speak for itself, but you must amplify it and direct its voice to the right audience. Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Together, let’s actively cheer for the new company, product and service you have built.

    See also Is Your Company’s Launch a Secret? and Best Communication Practices to Launch a Business

    Image credit: McKinley Owens

    How Often Do You Publish Your Newsletter?

    As often as your subscribers will read it.

    You may recall I’ve long recommended that businesses publish a newsletter on a monthly basis.

    If that is too onerous an effort, then it should be at least quarterly.

    I asked colleagues about the frequency of their newsletters and compiled their responses below. Admittedly, most of them are marketing professionals; because they are more comfortable with the content creation process, this may have skewed the answers to the more frequent side.

    Here’s how they arrived at their selected schedule and the focus of their practice:

    Deliver value and not be viewed as spam:
    Laurel Carpenter, monthly, brand voice copywriting
    Rachel Clar, twice monthly, empower BigLaw women
    Steve Fretzin, twice monthly, legal business development

    Designed to be visible to their readers:
    Ilise Benun, twice monthly, marketing for creative professionals
    Sue Horner, monthly, tips on writing, words, newsletters and more
    Sara Mears, monthly-ish, branding, marketing, presentation, and design
    Ivy Slater, weekly, leadership, personal growth, business strategy, sales, and internal engagement

    Subscriber preference:
    Guy Alvarez, weekly, AI’s transformation of legal practice, client relationships, and business development

    How often they read other newsletters:
    Jane Becker, twice monthly, stories of custom jewelry designs, high-value sales, exceptional estates, and appraisals

    Note that the most frequent answers relate to the appetite of their subscribers for communication that is perceived as relevant and not spam, plus the desire to be top of mind with their readers.

    Consider that developing newsletters for publication, alongside other professional activities, is an issue even for communications professionals, who arrived that their periodicity to:

    Manage their workload and their newsletter:
    Beth Granger , no set schedule, the power of community, conversation, and curiosity
    Ron Latz, weekly, actionable marketing insights 
    Howard Levy, twice monthly, harness the power of AI for nonprofit marketing and fundraising
    Matt Plavnick, monthly, legal marketing
    Erika Steinberg, quarterly, legal marketing
    Precious Williams, monthly, innovative sales and pitch tips

    As Ilise Benun noted, “(twice a month) is a lot of work, especially if you’re not a content machine, so I advise my clients to publish monthly at the most.”

    You are encouraged to take these two insights to heart when calibrating the frequency of your newsletter: meeting readers’ expectations and investing your own time.

    This Month’s Tip

    Newsletters are a balancing act, like much in life. Too frequent and your insights risk being ignored or deleted by busy subscribers. Too infrequent and you will fade into the background.

    Start with a monthly schedule. After a few issues, check your open rate, which should be 15%-25%, according to Mailjet, an email newsletter provider. Perhaps survey your readers. You can always ramp up or slow down and advise subscribers of this change of pace.

    Exception: when you skip an issue, due to a work deadline or personal emergency, do not apologize. Simply plow ahead, as if nothing happened. I guarantee no one noticed. If they did, thank them for their loyal readership.


    Contact

    It’s time for you to take the plunge into an email newsletter, or to evaluate the frequency of your current publication. Contact me at Janet@JanetLFalk.com>, book an appointment here or call me at 347.256.9141. Let’s find the balance between your time and your readers’ attention.

    See also Resources to Rev Up Your Newsletter (or Start One).

    Many thanks to my colleagues for their responses. Click on their names to view their newsletter or website.

    This discussion was sparked by a conversation about newsletter frequency with email newsletter publisher Charley Mann.

    Image credit: Edx Education

    Be a Media Source

    Reporters are always looking for sources. View requests and email your succinct answers to them to be quoted in the news.

    You may recall I’ve said Reporters call the people they know. They don’t call someone they’ve never heard of.

    When a reporter is stumped for a source, they often will seek someone who can answer their questions by posting a query on a website created for that purpose.

    The topic may be an issue for small businesses, or the history of lawn mowers.

    A few such sites offer the opportunity to register as an expert, meaning a knowledgeable authority.

    Note that some websites are FREE and others require membership or subscription fees.

    Most request your email as a subscriber or expert, so they may notify you of reporter requests. Others are repositories of requests and you must remember to check them daily or periodically.

    Be aware there is no guarantee you will be notified of topics in your specific area of business, or that the reporter will contact you.

    Finally, where the name of the publication is indicated (some queries are cloaked), check that it aligns with your target audience. For example, US News and World Report may or may not be relevant for your company.

    Here are 11 websites where reporters seek knowledgeable professionals. Click on the name to view the website and review it for more details to learn how it might relate to your business.

    Anewstip: Monthly fee to pitch reporters based on their own social media activity, as gathered in a proprietary database.

    Cision: Annual fee to research a proprietary media database, plus other services. Primarily used by Public Relations professionals.

    ExpertClick: Monthly membership fee includes press release distribution.

    HARO: FREE, several times daily list of assorted queries.

    Just Reach Out: Monthly subscription features easy response to queries.

    Muck Rack: Annual subscription to detailed database of reporters. Includes journalist queries, along with media monitoring and analytics. Primarily used by Public Relations professionals.

    PitchRate: FREE, register as an expert.

    PitchRate: Annual fee to receive queries and register as an expert.

    Qwoted: FREE, queries and registration as an expert. Premium annual subscription for priority notification of queries.

    SourceBottle: FREE, queries from global journalists, not only US.

    Source of Sources: FREE, three times daily list of assorted queries

    This Month’s Tip

    It is best to reply within one hour of receiving notification of a reporter’s request, regardless of any stated deadline. After that brief window, the reporter will likely have been deluged by emailed answers from Public Relations professionals and your competitors, leaving your thoughts buried in that flood of responses.

    Name,

    Your ____ (insert name of website where you saw the query) request for a source to comment on ____ (topic) prompted me to contact you.

    As a ___ (your profession), I have dealt with similar situations. Here are my thoughts:

    • Idea #1
      • Idea #2
        • Idea #3

          • Please feel free to contact me at ___ (phone) or reply to this email to arrange further discussion.

          Looking forward to working with you on this story.

          Regards.

          Signature block


          Contact

          You’ve got to be in it to win the lottery and the same applies to seeing your name and quote in the news. Contact me at Janet@JanetLFalk.com , book an appointment here or call me at 347.256.9141. Let’s review your draft of an expert profile and consider which reporter query websites might be appropriate for you.

    Pass It On

    Share business and press opportunities with your contacts.

    Imagine you get a message from a dormant LinkedIn contact asking for your input.

    She has launched a podcast and asks which topics in her industry you would like to hear about and whether you can recommend a guest to appear on the program.

    It’s been ages since you thought about her. Instead of being perturbed by this unexpected request, you say yes. Of course.

    In fact, you know someone who is a terrific speaker and has a non-traditional perspective on the industry that will complement the host’s view.

    That’s what happened when Marla Sofer contacted me about her podcast Knowing Me, Knowing You and asked if I knew any financial advisors she might feature.

    I immediately replied with the name, bio and LinkedIn profile of someone who fit the bill. Eve Ellis is a financial advisor who focuses on socially responsible and impact investments that align with investors’ values.

    Needless to say, they both appreciated the introduction and they have scheduled a conversation.

    Perhaps, like myself, you subscribe to several listservs and belong to multiple online groups where you and other members seek information and resources on almost every aspect of business operations daily. Sometimes, these requests are leads for new business:

    • Do you know an attorney who practices this type of law in this state?
    • What’s your feedback on using a certain software product?
    • A potential client needs assistance with this situation. Here’s how to contact them.

    There’s always a voice (or four) that chimes in with a name or an insight. The responses are freely given, with no expectation of payback.

    Not surprisingly, I have landed business from such requests. I have offered my experience with the product in question. I’ve also introduced colleagues whose skills align with the issue at hand — innumerable times.

    Everyone knows someone worth knowing, I’ve often said. When you come across an opportunity for someone to participate in a podcast, speak with a reporter, write an article or take on a new client, consider who in your circle might be the perfect fit and respond to the request.

    Pass it on is a win-win-win.

    The person who made the request gets a ready resource.

    The contact who is referred steps into the spotlight.

    You earn the gratitude of both parties.

    This Month’s Tip

    Be on the lookout for opportunities to connect contacts who are aligned. I subscribe to several services where journalists seek sources for comment. Naturally, my primary focus is an interview for one of my own clients.

    My secondary focus is an introduction for someone among my networking contacts. From issues in bookkeeping and DEI to homeschooling and tax, I’ve introduced colleagues to reporters, which has resulted in their being mentioned in news stories. I’ve also referred professionals in the art market to potential clients and helped a nonprofit recruit volunteers for an event 100 miles away from my office.

    Last month, a networking contact, with a sideline as a reporter, asked me if I knew anyone who could address succession planning for small business owners.

    Certainly. I introduced Ivy Slater, a business coach and CEO of Slater Success, to Susan Mangiero , a contributor to TheStreet.com.

    Be a connector.


    Contact

    Opportunities for connection abound. Before you discard a request as irrelevant for yourself, think of who among your many contacts might be the appropriate resource. Sharing the item opens the door to a re-connecting conversation, which is always worthwhile. Contact me at Janet@JanetLFalk.com , book an appointment here or call me at 347.256.9141. Let’s review your incoming requests and see how you may pass it on.

    See also Do the Right Thing.

    Image credit: Pass It On Community

    The Five Six W’s of LinkedIn Posts

    Why should the reader care about your brag?

    You’ve probably seen the humble braggart’s LinkedIn post often:

    I’m excited to speak at this event.
    I am thrilled to join COMPANY.

    What’s in it for the reader of this post?

    Sure, your close colleagues will congratulate you on your new job or the speaking gig.

    What does the casual reader, scrolling through posts, learn that may be helpful to them?

    Everyone listens to the world’s greatest radio station WII-FM, also known as What’s In It For Me. That self-congratulatory post does not tell them anything meaningful.

    Let’s revisit the five W’s of journalism, adding a SIXTH W for WHAT and WII-FM. Keep in mind the WHY as well:

    1. WHO is the audience you address
    2. WHAT do they care about
    3. WHEN, is this time sensitive
    4. WHERE are they looking for information
    5. WHY should they care

      Now, the addition:
    6. WHAT do you want them to do next

    Here are two generic posts, followed by gentle edits to improve them with an eye on the interest of the reader. The author must look beyond any self-congratulatory note to consider WHY the reader should care and WHAT action they are being prompted to take.

    Original: I am excited to speak at the NAME OF EVENT on DATE in CITY. It will be an amazing and informative conference. Register here.

    Revised: I am excited to speak at the NAME OF EVENT on DATE in CITY. My subject is TOPIC A, TOPIC B and how these issues will affect TOPIC C. Register here.

    Now that the reader has learned the subject of the program, they will think one of the following:

    • NAME is speaking on TOPIC B. I will sign up.
    • I don’t know NAME, but I am interested in TOPIC A. I will look at their profile or website and see whether it might be worthwhile for me to attend the event.
    • NAME is speaking, but I cannot go that day. I should invite them to speak at my organization.

    Original: I’m really excited to announce that I’ve joined COMPANY. The executive team are an extremely talented group and I look forward to working with them.

    Revised: I’m really excited to announce that I’ve joined COMPANY. As a Marketing Communications professional, I’ll ensure our promotional materials correspond to the local culture when entering new markets in Europe.

    Reader’s thought:

    • How interesting that COMPANY is expanding its presence in Europe! That may represent an opportunity for licensing their products and collaboration. I’ll invite NAME for a drink to celebrate and get an update.
    • Wow! Perhaps our European division can sell more widgets to COMPANY. I’ll contact NAME and congratulate them, so I can learn more.

    This Month’s Tip

    LinkedIn posts are about YOU, but that does not mean YOURSELF. They are about YOU, the reader. Focus on WHY someone should care and, having read what you wrote, WHAT you want them to do. Emphasize the takeaways and action steps suggested by the post. No one wants to listen to a braggart.


    Contact

    What are the WHAT and WHY of your latest LinkedIn posts? Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Let’s add that sixth W to your posts on LinkedIn and keep the reader in mind.

    See also WII-FM? Why Should a Dentist, Landlord or Supermarket Clerk Care About Your Nonprofit or Business?

    Image credit: Mohamed Hassan

    With AI, Your Website No Longer is the First Point of Contact with Prospective Clients

    Together: AI, your website and the “Confirmation Process.”

    Artificial Intelligence has your entire website in its pocket, plus nearly everything you’ve ever published online or discussed on a recorded webinar or podcast.

    Think of it as a giant buffet.

    When someone is looking for a service like yours, they may ask an AI tool to search the virtual Internet banquet for information and resources.

    Your hope is that the request for information about you will deliver a rich snippet or short summary.

    Your further wish is that it is meaty enough to pique the prospect’s interest.

    Let’s call this an appe-teaser.

    Tasty as it is, that paragraph is not sufficient to make an appointment to speak with you. It will not convince the person with purchasing authority or justify a buy decision to oneself. To get the full flavor, the potential buyer visits your website to learn more.

    As discussed in The Confirmation Process vs. the Buyer’s Journey, your website is key to confirm:

    • You are the person they heard about/saw/read about.
    • You are the professional they seek/need because you have the skills to solve their problem.
    • You have the respect of colleagues in your field and your clients.

    It’s been documented that B2B buyers in a complex sale actively engage with materials online, and do not passively receive a company’s communiqués.

    In fact, companies that capture an email address and nurture the relationship along the buyer’s journey are, in my view, shoving food down the prospect’s throat.

    Accordingly, potential clients may be loathe to submit an email address, fearing a deluge of promotional emails.

    What’s to be done?

    I recommend that you actively produce content on the appropriate platforms of interest to your potential clients, marketing your business and driving viewers to the website via external activity:

    • Being quoted in the news
    • Publishing articles
    • Appearing on podcasts
    • Giving workshops and webinars
    • Producing newsletters
    • Writing posts on industry blogs
    • Creating videos

    All these information-laden works are promoted on social media; they are linked to and housed on your website.

    Your website no longer is the first point of contact with prospective clients.

    Still, that does not diminish its essential role in the confirmation process and as the repository of all your content.

    Follow an omni-channel approach for your insights to be aggregated by AI tools and also be found by more prospects and referral sources.


    This Month’s Tip

    Play the content multiplication game.

    • A podcast guest appearance becomes an article
    • A newsletter becomes an e-book
    • A blog post becomes a video
    • A LinkedIn post becomes a webinar
    • And so on and so forth.

    To test the content multiplication approach, I asked Perplexity, an AI tool, the same question several times:

    Is Janet Falk a Public Relations professional for ____?

    I used different audiences: business owners, consultants, attorneys and nonprofits.

    Each time, Perplexity delivered a rich snippet with variations that corresponded to the multiple sources it tapped to compose the summary: articles, my website, my LinkedIn profile, podcast appearances and a directory profile.


    Contact

    What does AI serve up about you? Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Let’s review your website and digital presence to ensure you provide a full meal of content that confirms you are a master chef with a five-star buffet.

    This newsletter was inspired by a recent interview with marketer Jay Baer.

    What is Your -ism and Donation Update

    Contributions of frequent phrases from subscribers

    My December newsletter, Falk-isms, or Falk’s Frequent Phrases, prompted some subcribers to share their own -isms.

    I agreed to implement their advice in my business and invite you to do the same.

    But first, I announced to this newsletter’s subscribers, plus to contacts to whom I sent a holiday greeting card, that for every response I received, I would increase my holiday donation as an expression of gratitude.

    I am pleased to report there were more than 100 responses, and I have increased my planned donation to the SCORE Foundation, which provides advice to small business owners, like myself,

    Now, here are the subscriber-isms, in alphabetical order by author:

    Beth Granger, LinkedIn Expert and Advisor (who you should definitely follow)
    Reverse the situation. If you aren’t sure whether to say a certain thing or take a certain behavior, imagine someone said it to you or behaved that way to you. How would you react?

    Danielle Hughes, Chief Personality Officer and Copywriter
    Your message should do the vetting for you. I often tell my clients that when you put enough of your own personality into your bio or marketing, you inevitably attract the right people and repel the wrong people. This saves you countless hours of needing to verify prospects because only those who resonate with what you have to say will reach out.

    Howard Levy, Branding and Marketing Professional for Nonprofits
    What’s your big idea? Too often, nonprofit organizations get so caught up in managing the day-to-day of their marketing that they fail to lift their heads to see how they can truly get noticed. To make an impact, you need to be willing to take a chance on a big idea that will cut through the noise and wake up your audience. So, I ask, What’s your big idea?

    Sara Mears, Branding, Marketing and Design Professional
    Just Go There. It is a spin-off of Nike’s Just Do It (tongue-in-cheek ;-). I use it regarding networking and LIFE. Recent example: I hopped on a train and ventured over to Roosevelt Island to meet Janet [Falk] in person.

    Allison Muller, Toxicologist and Expert Witness
    The dose makes the poison. (That saying was created by the Swiss physician and chemist Paracelsus in a longer form). I find myself saying this a lot because people will be up in arms about a substance (i.e., drug, chemical) being harmful – and it very well may be. But, the quantity and that tipping point may be different for different people (especially regarding medications).

    Kimberly Rice, Marketing and Business Development Professional for Law Firms
    It is better to be interested than interesting. In building a robust network, you cannot learn about your networking partner if you:

    • speak too much about yourself
    • do not show interest in others and
    • do not ask open-ended questions to evoke ice breaker conversations.

    Eric Sarver, Employment and Business Law Attorney
    There are two types of clients in employment law matters: proactive or panicked. When a prospective client who is a business owner is facing employment law problems, some of them are not sure if they want to spend the money yet in hiring employment law counsel. Panicked is much more costly in terms of potential fines, penalties, damages, and legal fees, so I tell clients that I am glad when they approach me proactively.


    This Month’s Tip

    Be inspired to create an -ism. As noted by Fran Weissman, Procurement Operations and Global Supplier Relations professional, The only constant is change. My elementary schooler has recently learred this as Let go and move on.

    Wow. Even a child can create an -ism!

    Contact

    Let’s discover or write your -ism. Or tell me which of these -isms resonates with you, so that we might implement it in your business. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    Falk-isms or Falk’s Frequent Phrases

    Ideas often shared in consultations work both ways.

    You probably recount a few pet phrases to clients and prospects. These pearls of wisdom point to best practices honed over the years.

    Here are three Falk-isms, their back stories and their current use:

    Why HER and Not ME? was the subject line of an email I sent to Chief Marketing Officers of large law firms in 2009. It tapped into the competitive personalities of attorneys and the envy that men especially (and women) would feel when a female colleague with a similar background was quoted in a news article.

    I had lost my job as a Public Relations professional at an agency serving law firm clients a few weeks prior. I reached out to the law firm CMO’s to introduce myself as someone who could connect their attorneys to reporters. One fellow replied that mine was the best sales pitch [he] ever received. However, he didn’t have any work for me.

    This phrase subsequently made its way into my elevator pitch: “When you see someone in your line of business quoted in the news, do you think, “Why are they talking to HER and Not ME? I know all about that. And I’m much better looking.” (which inevitably draws a laugh).

    This question later became a presentation for continuing legal education that I developed with Patricia Werschulz, a patent attorney. I discussed the mechanics of contacting reporters, and she addressed the ethical issues of speaking to the press, in May 2016. Over the years, I have spoken to professional associations and other groups on this topic.

    I further shared these best practices as a guest on podcasts and adapted the material for presentations to women’s organizations.

    The topic remains a favorite with bar associations; one year it was the Lawline webinar most frequently viewed by attorneys in New Jersey.

    Today, I present it with the gender-neutral title Why That Executive and Not ME?

    Everyone knows someone worth knowing first saw print in my December 2014 newsletter under the presumptuous title Networking Towards the King. My approach to networking is to gather resources among the attendees at the event.

    Everyone in business has a problem and everyone has a solution to another’s problem. I aim to meet three people at a networking program; I endeavor to learn about the problems that professional faces and the solutions they bring to the marketplace. In the moment, or after the event, I reflect on who might be a good contact for them, either because the new connection is a problem-solver or they might welcome a solution to their issue.

    Here’s how this approach played out in real life. On a recreational hike, I met Scott Smalley, the Immediate Past President of the International Academy of Physician Associate Educators. The group focuses on promoting physician associate and PA analogue educational programs and achieving accreditation with medical and governmental organizations. A few days later, I spoke with Jennifer Flowers at a networking event. She “helps behavioral health, human service, and education organizations achieve accreditation.” It’s a rather niche practice – and a possible resource for Smalley. It was my pleasure to introduce the two by email.

    When connecting two professionals in my circles, I usually ask the person I spoke with last if they are interested in meeting one of my connections; accordingly, I invite them to send me a referral bio. I then email this paragraph about their background to my long-standing contact and ask about their interest in hearing from this individual. It’s always best to check with both parties, in case the two people are already acquainted.

    Why YOU, Why NOW, Why Should Anyone Care? A reporter told me that her editors always wanted to know Why NOW? when she proposed writing a news story. I’ve subsequently expanded this single question to address the three questions that probably are swirling in a reporter’s mind when I pitch a story idea or a client as a source:

    • Why YOU? What makes you a reliable, authoritative and accessible source when there are many others like you with similar credentials and experience?
    • Why NOW? Why are you contacting the reporter today and not last week or last month? What has changed in the market or industry?
    • Why Should Anyone Care? How will your idea help another person, whether an individual, a business owner or a corporate executive?

    The repeated word Why and the use of three questions make this series memorable – and actionable.

    This Falk-ism is especially helpful when a prospective client thinks that news about their company belongs on the front page of The Wall Street Journal. The questions plot a roadmap to articulate the reasons why anyone (or a target audience) should listen to their insightful view, which helps me pitch the person to the media.


    This Month’s Tip

    You are in the YOU business, no one else is.After you find yourself sharing a repeated phrase, turn it back on yourself. Pause and see how you might implement the very idea and activity you recommended to someone else.

    I enjoy giving FREE advice; I GUARANTEE TWO IDEAS in every initial consultation. When the conversation ends, I put myself in the other party’s shoes and put that suggestion to work for me, as well.

    Contact

    Reply to this newsletter with your repeated phrase and I will:

    • Implement it in my business; and
    • Make a $5.00 donation to the SCORE Foundation, which provides advice to small business owners, like myself, as an expression of gratitude.

    If these Falk-isms and pearls of wisdom strike a chord with you, there’s plenty more of them. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, we’ll review my (and your) frequent phrases that are most relevant to your business..

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    Five Moments to Get in the News

    Timing is key.

    Appearing in a local, business or industry publication can attract the interest of potential cients, lapsed clients, referral sources and other contacts.

    A mention in the news underscores your authority as a provider of services and a keen observer of the scene. You describe your solutions for the perennial problems that an individual, a business owner or a corporate executive may encounter.

    Take note of these five moments, whether you create them yourself or you capitalize on an external event.

    From easiest to secure to more difficult, you can score a media mention:

    • Announcement
    • Media Profile
    • Pitch an issue and breaking news
    • Pitch an essay
    • Profile

    Announcement
    You have a new:

    • Executive hire
    • Office
    • Product or service
    • Report

    Draft a press release, keeping in mind the value that this new development brings to the target audience. (sample here) Then, distribute the announcement to media outlets of greatest interest to those in the industry or locale.

    For example, an executive hired by a global bank had a non-compete agreement with his former employer. A two-sentence paragraph in the Executive Changes column of The Wall Street Journal stated that he had joined the new company. His former clients, who read the newspaper, soon were calling him and spreading the work among their colleagues about his new position in asset management. Within days, his portfolio received more than $350 million in assets from the clients who followed him to the bank, all without him violating the terms of his non-compete agreement.

    You only get one chance to make a first impression with a new development like an executive hire, office, report, service or product; prepare to capture the spotlight.

    Media Profile
    Introduce yourself to reporters as a source for comment on industry trends and hot topics that are not being widely discussed. Follow these steps to draft the profile. Focus on the key questions: Why YOU and Why NOW. Identify the publications and reporters. Gather their email addresses, as described here.

    Trends do not change very often, making a media profile viable for three or four months; a press release announcement has a shelf life of one day.

    Pitch an Issue and Breaking News
    Focus on a single issue that is timely or jump on a hot news story. At the end of the calendar year, reporters seek forecasts of what lies ahead. I suggested a source on the outlook for biotech companies and the IPO markets; a reporter from The Wall Street Journal was thrilled to get the pitch and spoke to the executive that same day.

    Separately, the Boston Marathon Bombing trial generated extensive media coverage, with observations from local attorneys and law professors. Surprisingly, an attorney from Miami was quoted in a story when the verdict was announced. How did he get in the news? He likely contacted reporters covering the trial and indicated he was available for comment. He answered the questions of Why YOU, he was a former prosecutor who had tried terrorism cases, and Why NOW, the verdict was imminent.

    Keep an eye on the calendar and watch the news for breaking stories that may offer your next opportunity to opine as an authoritative source.

    Pitch an essay
    Write an opinion essay on a hot topic. Call attention to some aspect of a prominent issue that is not being discussed. Alternatively, offer a supporting or contrarian viewpoint. Devlin Horton, a personal injury attorney, observed that a proposed initiative by the state Department of Transportation would only partly address the issue of pedestrian safety. His opinion essay was published in the daily local newspaper of the town where his client was injured in an accident and pedestrian safety was at issue.

    Identify a subject aligned with your business and raise the flag as an advocate.

    Profile
    It’s the dream of every executive and company to be featured in an extensive profile in a key publication. Having a unique angle may help you stand out from the crowd. Wendy Samuelson, a matrimonial attorney, was profiled in a local lifestyle magazine about her law practice, as well as the fact that she and her husband vacation on tandem bicycle trips.

    Cite what truly differentiates your business or background to capture a reporter’s eye and ear.


    This Month’s Tip

    Reporters need story ideas and publications need opinion essays. Journalists won’t call you looking for a topic or an interview if they don’t know who you are and why anyone else should care about your insight. Find a subject that individuals, corporate executives or business owners need to better understand and put your name and idea under a reporter’s nose.

    Contact

    It’s time you stepped forward and told the industry or the community what’s important. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, we’ll explore which of these five scenarios is most appropriate for you and when it should be executed.

    See also: When Should You Issue a Press Release?

    Note: I placed or wrote the articles referenced, except the Samuelson profile.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    Update on the Marketing Rule of Seven Touches

    Be omnipresent on multiple platforms.

    Seven touches.

    That was the marketing rule for calculating how many interactions a company would, on average, pursue with a prospective client before snagging the sale.

    Consider that statistic was in the pre-internet era.

    Today, when people review many resources online, that number of touchpoints might be significantly higher.

    Buyers are more active before they initiate and consummate a purchase.

    According to Forrester Research, there might be as many as 27 interactions for B2B purchases.

    In fact, surveys indicate that buyers complete as much as 70% of their own research before the point of first contact with a seller .

    Which are the touchpoints where prospective customers get their information?

    • Attendance at webinars and conferences
    • Company websites
    • Corporate blogs and newsletters
    • Influencers and referrals
    • News articles
    • Podcasts
    • Reviews and testimonials by clients
    • Social media posts
    • Videos

    What does the increased number of touches mean for you as a provider of goods and services?

    Frankly, you must leverage the available platforms and media to ensure that potential clients are, indeed, learning all they can about you to finalize their buy decision and seal the deal.

    This multichannel approach meshes neatly with my description of The Confirmation Process.

    Potential clients want to confirm that:

    • YOU are the very individual they heard about, as shown by your photo and reference to the source that led them to you.
    • You have the EXPERIENCE and KNOWLEDGE to help them solve their problem, as demonstrated by descriptions of client successes.
    • You have the RESPECT of others in the sector, given your published articles, speaking engagements and mentions in news media.

    While this may appear to be a passive process, in fact, it is anything but for you as the seller. You must regularly add material, such as podcast appearances, newsletters and articles, so that you will frequently appear under the nose of the potential buyer with fresh content.

    This Month’s Tip

    You have considerable control over online references to your business, but you cannot predict precisely when and where an individual will seek out your information. Nor can you determine how long the buy-decision process will take.

    A multichannel approach works best by creating informative and evergreen content in diverse formats that directs the reader or viewer to the website, where complementary material is housed. The multichannel approach surrounds the potential client with reminders, which, effectively, point to you as the resource of choice.

    Contact

    Are potential clients engaging with you at multiple touchpoints? Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Let’s review your digital presence and activity regarding your current and potential channels. It’s time to make the seven (or more) touches more visible.

    Click here to read prior issues of this newsletter.

    Many subscribers to this monthly newsletter share its ideas with their contacts. Click here to subscribe and make sure you don’t miss the next issue.

    Think About Your About Section on LinkedIn

    Maximize the 2,600 characters to showcase your knowledge and client successes.

    Perhaps the most valuable area of your LinkedIn profile is the About section.

    When people visit your profile on LinkedIn, they spend 52% of their time there.

    Given the high visibility of this section, plus its ample room for a narrative of 2,600 characters, DO NOT leave that free space crying for more details.

    There are two segments of the About section:

    1. An introductory paragraph of 270-320 characters before a reader clicks see more.
    2. A detailed recitation of your knowledge, skills and client successes.

    Accordingly, use that space for the maximum benefit:

    • Write long.
    • Use bullet points.
    • Break the text into short paragraphs.

    The About section confirms you are ideally the person who will solve the reader’s problem.

    Promote your experience from their perspective: Audience, Problem, Benefit.

    • Explain what you do.
    • Show what motivates you as a professional to serve clients.
    • Give a brief example of a client success.
    • Indicate specific industries that you focus on.Close with a Call to Action.

    Begin with the short section that summarizes why clients work with you. Include a quick Call to Action, as in this example of a forensic accountant:

    Executives learn of fraud and financial malfeasance too late. They can only try to stop their losses. They must investigate the situation and implement new procedures to prevent a recurrence. That’s where Falk Forensic Services steps in. Call me at 347-256-9141 to review your fraud situation. see more

    Did these 292 characters pique your interest enough to want to click and see more?

    Now, having established the primary area of your services, explain what you do and for whom. Focus on the reader, who will identify with the situations and clients cited:

    Falk Forensic Services works at the juncture of accounting, business and law, providing:

    • Rapid response and deployment of resources
    • Personal attention and hands-on approach to client service
    • Actionable recommendations and assistance in implementation

    Clients in diverse industries contact me to:

    • Preserve enterprise value
    • Identify and manage risks arising from fraud, litigation and regulatory investigation
    • Assist in recovering assets

    Show what motivates you as a professional to serve clients:

    Clients recognize I care passionately about the health of their business, so I evaluate their financial strength and risks. By working closely with all the stakeholders and addressing their concerns, I can prevent and deter fraud and financial risks before they occur.

    Summarize a client success:

    For example, a veterinarian noticed an increase in overtime pay to her staff. Upon closer examination, she figured out the bookkeeper was logging unauthorized extra hours and receiving additional pay. The bookkeeper had altered time-keeping records.

    Working closely with the veterinarian, I figured out how the records were doctored. The next day, the bookkeeper overheard a conversation between the veterinarian and the office manager about personnel records. He resigned the following day when he realized his fraud was discovered.

    Indicate specific industries that you serve:

    My industry expertise includes:

    • Healthcare practices
    • Law firms
    • Retail
    • Transportation, among others

    Close with a Call to Action and contact information:

    The sooner we speak, the sooner you will be on the path to recover your lost assets, get back on track with policies that safeguard your business and forge ahead with your plans for growth, without fixating on your loss.

    Call 347-256-9141 for a free consultation.

    Use this example as a template to revise your About section.

    This Month’s Tip

    People will keep reading your About section until they lose interest. Fill the space with 2,600 characters. Why shortchange yourself with only a summary paragraph?

    Contact

    Write your About section about yourself, yet keep the reader in mind. Get the Three Steps for More Success on LinkedIn e-book (50 pages) here. Contact me at Janet@JanetLFalk.com, make an appointment here or call me at 347.256.9141. When it’s about your LinkedIn profile, let’s give ‘em something to talk about.


    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    • Rapid response and deployment of resources
    • Personal attention and hands-on approach to client service
    • Actionable recommendations and assistance in implementation

    Clients in diverse industries contact me to:

    • Preserve enterprise value
    • Identify and manage risks arising from fraud, litigation and regulatory investigation
    • Assist in recovering assets

    Show what motivates you as a professional to serve clients:

    Clients recognize I care passionately about the health of their business, so I evaluate their financial strength and risks. By working closely with all the stakeholders and addressing their concerns, I can prevent and deter fraud and financial risks before they occur.

    Summarize a client success:

    For example, a veterinarian noticed an increase in overtime pay to her staff. Upon closer examination, she figured out the bookkeeper was logging unauthorized extra hours and receiving additional pay. The bookkeeper had altered time-keeping records.

    Working closely with the veterinarian, I figured out how the records were doctored. The next day, the bookkeeper overheard a conversation between the veterinarian and the office manager about personnel records. He resigned the following day when he realized his fraud was discovered.

    Indicate specific industries that you serve:

    My industry expertise includes:

    • Healthcare practices
    • Law firms
    • Retail
    • Transportation, among others

    Close with a Call to Action and contact information:

    The sooner we speak, the sooner you will be on the path to recover your lost assets, get back on track with policies that safeguard your business and forge ahead with your plans for growth, without fixating on your loss.

    Call 347-256-9141 for a free consultation.

    Use this example as a template to revise your About section.

    This Month’s Tip

    People will keep reading your About section until they lose interest. Fill the space with 2,600 characters. Why shortchange yourself with only a summary paragraph?

    Contact

    Write your About section about yourself, yet keep the reader in mind. Get the Three Steps for More Success on LinkedIn e-book (50 pages) here. Contact me at Janet@JanetLFalk.com, make an appointment here or call me at 347.256.9141. When it’s about your LinkedIn profile, let’s give ‘em something to talk about.


    Click here to read prior issues of this newsletter.

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    Who is Your Target on LinkedIn?

    LinkedIn is about YOU.

    But it’s not about YOURSELF.

    David, a litigation attorney, discussed his approach to LinkedIn with me. “When I find out who my opposing counsel is, I look them up on LinkedIn. I like to see who else I might know at that same firm. I also check who our mutual acquaintances are. Plus, I want to know where they went to law school. That’s how I use LinkedIn.”

    “David, that’s an excellent use of LinkedIn: to conduct research on your opposing counsel,” I replied. “Tell me, do you think opposing counsel is looking at your profile the same way?”

    There was an awkward silence.

    Then David spoke, “I never thought about it like that. You’re right. Thank you.”

    LinkedIn is about YOU.

    But it’s not about yourself.

    It’s about the YOU on the other side of the computer screen who is looking at your profile.

    Your target is the YOU who has set certain criteria to search for a professional to help them solve a problem and who may not know your name.

    It is also the YOU who already does know your name.

    For David, it’s about opposing counsel.

    For yourself, the YOU of your target might be someone different.

    Consider these possibilities regarding WHO and WHY a YOU may be looking at your profile:

    • Potential client
    • Lapsed client
    • Referral source

    They probably want to verify whether you provide the service needed by themselves or someone they know.

    What about these people?

    • Conference organizer wants a panelist
    • Co-panelist asks you to repeat the session elsewhere
    • Podcast host seeks guests
    • Reporter needs a source for comment for a news story
    • Editor looks for an article for an industry publication

    These folks will proffer interesting opportunities for you to expound on an important issue and promote your company.

    Are you interested in serving on a board? Are you recruiting talent for your business?

    • Startup founder needs a board advisor
    • Nonprofit executive looks for a board member
    • Potential employee wants to join your company
    • MBA student seeks a summer associate position

    These individuals may not be a priority, but there’s no harm in talking with them.

    The following people, who already know you, are also searching for you on LinkedIn. You will have to ask them what they have in mind:

    • Classmate from your college
    • Colleague who serves with you on an association’s committee
    • Executive recruiter
    • General networking contact
    • Government administrator
    • Vendor
    •  

    Choose one (or more) from among these 18 categories and write their role(s) down.

    Now, read the headline of your LinkedIn profile aloud.

    Are its 220 characters speaking to the selected YOU on the other side of the computer screen?

    Edit accordingly.

    This Month’s Tip

    Why is your LInkedIn Headline so important? People look at your headline for 18% of the time they spend on your profile.

    That statistic is misleading. 

    Your headline (or its first 60 characters) is displayed with your photo wherever you are present on LinkedIn: invitations to connect, posts and articles, even comments! Review your headline in these places to ensure it speaks to the YOU that you have chosen as your target.

    Contact

    Let’s see how your headline aligns with the needs and pain points of the YOU(s) of greatest interest. Contact me at Janet@JanetLFalk.com, make an appointment here or call me at 347.256.9141. Together, we’ll read aloud your headline in this light to ensure it resonates with the appropriate YOU, whether they deploy certain criteria or your name to find your profile.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    10 Tips to Find Inspiration

    There’s always something to say.

    This compliment from colleague and thought leadership writer Wayne Pollock prompted me to think: Where do I find inspiration?

    Pollock wrote me: “You never cease to amaze me with your creativity when it comes to topics for articles and podcasts.”

    When the blank page intimidates you, look for inspiration in your recent experiences.

    Follow these 10 suggestions for a fresh idea. Here are the back stories and the resulting newsletters from the more than 150 issues I have published since January 2013:

    1. Absence of information
      To prepare for my first podcast appearance in 2018, I looked online for tips. Sadly, most of the information was for hosts, not guests. I applied the skills of preparing for a media interview to this new setting. I’ve now appeared on nearly 50 podcasts, which makes this advice golden.
      It’s Showtime! Seven Tips for a Podcast Guest

    2. Apply a best practice from an authority

      Take note of what a leader in the field does and put it into play. I corresponded about the frequency of newsletter publication with Ann Handley, a digital marketing and content expert and Wall Street Journal best-selling author. The issue was how to acknowledge, if at all, a lapse in issues.

      As for tracking your online presence, I gave step-by-step instructions on setting alerts on Google and Talkwalker. Then I asked Shannon Wilkinson, an expert witness on reputation management, how often professionals should conduct an online search for their name and company. Her answer: weekly.
      Mind the Gap (of Your Newsletter’s Publication) 
      Have You Googled Yourself Lately?

    3. Avoid common mistakes
      Everyone makes mistakes. Share best practices to save readers embarrassment, time and money in marketing activities and events.

      There were THREE networking and marketing events that I might have attended on September 19, 2018. That was also Yom Kippur, the holiest day of the Jewish year. Oops. Event organizers should review the calendar for major religious holidays and high-visibility televised events (Olympics, Oscars) when selecting dates, in order to secure a robust attendance.
      FIVE Email Marketing Mistakes to Avoid
      Check the Calendar Before Scheduling an Event

    4. Conversation with a colleague

      You take notes in meetings with clients, naturally. What about the casual conversations with your contacts? Get a second opinion about your latest insight.

      If you taught, explained or explored a thought in a discussion with one person, chances are others need to hear it as well.
      Take Your Idea for a Test Drive
      When Should You Issue a Press Release?

    5. Correct a poor practice
      Perhaps you cringe when you read something in print or online. How did the writer not catch that glaring error? When I know the author, I often send an email with the correct spelling, grammar usage or layout. If we are not acquainted, I ask if they are open to feedback. Upon confirmation, I send my advice. Invariably, the person is appreciative. Help others avoid a similar misstep.
      Is Your Client List Scannable?
      Can Readers Scan Your List of Services Page?
      How to Invite People and Get a Sell-Out Crowd at Your Next Event

    6. Excerpt from a presentation, webinar or podcast
      Deploy a content multiplication approach. Use a different platform to share your ideas with other contacts who did not attend the program or listen to the episode.
      What’s Up with Your Elevator Pitch?
      Four Ways to Find a Reporter’s Email Address

    7. Giveaway
      Create and distribute a checklist, tipsheet, quiz, e-book or list of Do’s and Don’t’s. This information-rich giveaway, with your branding, may be downloaded and subsequently shared with a supervisor, employee, client, family member or other contact in the person’s circle. Decide if you require an email address or not for future follow-up.
      Five Tips to Maximize a Media Interview
      My Anniversary. Your Gift

    8. Highlights and takeaways of a speaker’s remarks
      In-person events were rarely recorded prior to March 2020. Today, some hybrid and online events may be recorded, but may not be accessible to non-members or non-registrants. When permitted, distribute what you learned from the program to others in your circles, via a newsletter or a LinkedIn post.
      Your Annual Report is Not Dead
      Key Takeaways from the DEI Presentation at Women Owned Law

    9. Look at the calendar

      There’s a national holiday almost every month. If there’s nothing relevant in sight, check the National Day Calendar; for example, January 27 is National Chocolate Cake Day.

      During the December holiday season in 2020, I encouraged sending e-cards and making donations to nonprofit organizations impacted by the COVID pandemic in lieu of ordering and mailing printed greeting cards.
      Vote. Vote for Email and Not for Social Media
      Turn Your Holiday Card into a Gift

    10. Raise the bar on a practice taken for granted
      Keep the reader and the listener in mind in all your communications. Find a way that you can be memorable, while professionally conveying your services.
      Your Business Card is Your Paper Partner
      Improve Your Voicemail Greeting

    BONUS: Promote an upcoming event, presentation or podcast: Fill the room by alerting your contacts of your speaking engagement, whether in-person, virtual or hybrid.
    Lunch Hour Legal Marketing Podcast
    Two FREE Events: W 5/15 Arbitration and Th 5/16 Business Development, Baseball and Ethics

    This Month’s Tip

    Are you still looking for inspiration? Team up with a co-author, someone who has their finger on the pulse of what’s keeping industry executives up at night. Brainstorm a topic with a client or colleague and then take the lead in writing it up.

    Alternatively, pose a question or three to your contacts. Gather the prettiest pearls of their wisdom and string them together in a beautiful necklace of insights. That’s how I wrote 20 columns for The New York Law Journal and The New Jersey Law Journal.
    Team Up for a Win-Win
    Are You Too Busy to Write? Crowdsource Your Content

    Contact

    Has your well of ideas run dry? Contact me at Janet@JanetLFalk.com, make an appointment here or call me at 347.256.9141. Together, we’ll prime the pump for fresh inspiration and content.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    Image credit: Freepik

    Turn Your Google Alerts into Gold

    If you look long enough, you’ll find everything.

    You may recall I wrote about setting alerts on Google and Talkwalker to monitor your online presence.

    These alerts reach far beyond your own website to places where you may not be aware you have been cited.

    Some of these references may lead to new opportunities.

    in fact, I was thrilled to find citations of my name and podcast episodes where I was interviewed in TWO articles online. Both articles listed a number of podcasts and, for each show, named episodes that the author found noteworthy:

    8 Legal Podcasts to Help Grow Your Law Practice, listing a total of 16 episodes, referred to my conversation on Be That Lawyer with Steve Fretzin: Janet Falk: Public Relations 101 for Lawyers. 

    Another 16 individual episodes were cited in The 16 Best Legal Marketing Podcasts of 2024, including Janet Falk – How to Prepare for Your Next Meeting or Conference on The Legal Mastermind with Eric Bersano. 

    I capitalized on these mentions of my name as a two-fold opportunity. 

    First, I wrote a post on LinkedIn about each of the two articles. I congratulated the individual hosts of the various podcasts where I had spoken on this recognition.

    Next, I emailed the hosts of the podcasts on which I had not yet appeared. I congratulated them, too, plus I introduced myself as a potential guest.

    After all, I had a proven track record. I had appeared on 4 of the 8 in the first group and 8 of the 16 in the second. 

    This approach of using Google alerts to spark new opportunities is yielding results. Alay Yajnik, one  of the second set of podcast hosts, soon replied and invited me to record a program. The episode is Connecting at Conferences on the Lawyer Business Advantage.

    This Month’s Tip

    Follow these step-by-step instructions for creating online alerts on Google and Talkwalker. Include your:

    • Name
    • Company name
    • Website URL
    • Phone number

    Remember to check Yahoo, Bing and DuckDuckGo. Some yet-to-be-discovered references may appear there, as well. 

    Contact

    What will you find when you complement your alerts with a search for yourself on the Internet? No doubt there will be some mentions you overlooked, forgot about or simply were not aware existed and that may have eluded the alerts, too. Contact me at Janet@JanetLFalk.com, make an appointment here or call me at 347.256.9141. Let’s set up alerts, along with dates on your calendar for reminders to conduct additional searches, to track how you appear online.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    Image credit: Rubaitul Azad

    What’s Your Policy on Using Artificial Intelligence?

    Share it with readers to build trust.

    You’ve probably read articles and attended programs discussing the merits, limitations and ethics of using Artificial Intelligence (AI).

    How are YOU using AI?

    • Research topics for articles
    • Draft outlines for writing documents
    • Generate content for blog posts
    • Analyze mountains of data
    • Summarize lengthy reports
    • Create images

    Whatever your answer, have you disclosed that you are using AI?

    Do your employees know how they may (or may not) use AI?

    Why You Need an AI Policy

    People who read what you write or hear you speak may wonder about your use of AI.

    These days, they may assume, correctly or incorrectly, that you are using it.

    They may be surprised (or pleased) that you are not tapping AI in your operations and marketing.

    It’s time for you to draft a policy that aligns with your values.

    As a Public Relations and Marketing Communications professional, I focus on content creation. I evaluated the risks of using AI in my ideation and drafts. I addressed my values of Creativity, Authority and Authenticity. Finally, I developed my AI policy below.

    Before I share that, let’s take a step back to consider what your usage of AI may be and how it will be reflected in a policy statement.

    Maybe you will state that your ideas for content were inspired by AI.

    You might indicate that a first draft was created by AI, which you edited substantively.

    You may limit your use of AI and indicate accordingly.

    Perhaps you will provide a disclaimer that you do not use AI at all.

    In each case, the transparency of your AI usage generates trust with the reader.

    Falk Communications and Research Policy on Use of Artificial Intelligence
    All content produced by Janet Falk is original content. The exception is occasional use of Artificial Intelligence to generate titles for articles and headlines for press releases, which are substantially edited.

    Now that you are considering an AI policy, how will you disclose it?

    I’ve posted mine on my website’s home page.

    This Month’s Tip

    At a minimum, your AI policy should follow these guidelines, adapted from Skillsoft and Tronvig Group:

    • Comply with applicable laws
    • Ensure privacy and security of proprietary data
    • Eliminate bias and promote fairness
    • Set standards to confirm the accuracy of external references and citations
    • Monitor internal consistency, so content sounds like it was written by a person

    Contact

    Review your use of AI and take a public stand, so contacts will be informed and confirm their trust in you. Advise your employees accordingly, to ensure their use of AI adheres to your standards for the quality of their work product and processes.

    Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141 to review your use of AI and your declaration of your policy. Let’s proceed intelligently about your use of Artificial Intelligence.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Note: After I composed this newsletter in April 2024, I learned that a new Utah law mandates that when a business regulated by Utah’s Division of Consumer Protection uses generative AI to interact with consumers, and a consumer asks if the interaction is with AI, the business must “clearly and conspicuously” disclose the use of generative AI. The disclosure obligation is even more restrictive for those in regulated professions, such as health care. The law does not address the creative process.
    Image credit: CX Today

    Pitch Reporters with the Five W’s

    Focus on the reader of the news story.

    You know the five W’s of journalism:

    • Who
    • What
    • When
    • Where
    • Why

    There is an issue in business that you feel people need to know more about.

    Maybe you want people to speak with you and take action, because there is a looming deadline for potential clients, lapsed clients, referral sources or other contacts.

    Here’s how to introduce yourself to a reporter so that you will be a source for a news story on the subject.

    Start by using the five W’s as a framework for developing your pitch to a journalist.

    • Who do you want to read the news story? For example: Families of teenage students or toddlers. People with aging parents. Consultants in a specific industry. Residents in a certain neighborhood or town. Be as specific as possible about the characteristics or criteria of the target audience.
    • What idea will they read about? Think of their situation before they learned this information; compare it to after they hear about it and take the steps you recommend.
    • What will they do next with your idea? Will they want to speak with you to get more information? Will they be prompted to read a page on your website or download information there? Make it easy to connect with you by including your email address or phone number. Provide the link to access the material.
    • When: Is it time-sensitive? Is there a deadline to take action before a law or regulation goes into effect? Perhaps it is simply a best practice to attend to this issue sooner or eventually.
    • Where do they look for news? Perhaps it is the daily newspaper, the regional business magazine or the industry publication. Aim to put yourself and your insight there.
    • Why will they care? This is the most important question of all. Everyone listens to the world’s greatest radio station WII-FM (also known as What’s In It For Me). How will your idea help someone save time, save money or make more money?

    Once you have answers to the five W’s for your seed of an idea, you‘re ready to move forward and contact reporters.

    This Month’s Tip

    Use a pitch letter to initiate a conversation with a reporter.

    1. Indicate your familiarity with the reporter’s frequent news stories on topics aligned with your idea.
    2. Demonstrate your knowledge of the subject and cite a recent article, blog post, newsletter or speaking engagement to corroborate your status as an authoritative and reliable source.
    3. Pitch the story idea and underscore how readers will benefit from your insights.
    4. Include your contact information to facilitate follow-up with you.
    5. After a week or two, give the reporter a call or send a second email. Only use a shorter time frame when a deadline is imminent.

    Here’s the letter I often use to introduce my clients to journalists. Adapt it for your use in the first person.

    See also:
    Four Ways to Find a Reporter’s Email Address 
    Five Tips to Maximize a Media Phone Interview 

    Contact

    Let’s put the five W’s to work for you. Contact me to brainstorn some ideas for hot topics and news stories at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Let’s start gathering names and emails for your media list. Wait for a reporter to call you is not one of the five W’s.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Four Ways to Find a Reporter’s Email Address

    Email addresses are hiding in plain sight.

    You conducted your SWOT analysis and compared your appearances in news stories to your competitors.

    You’ve identified the local newspaper’s business reporters, the journalists at the regional business magazine and the writers at the industry publications that cover your client’s businesses.

    Here are four places to locate a reporter’s email address, so you can introduce yourself and your insights to these journalists.

    Check the reporter’s byline. In a print publication, there may be an email address after the reporter’s name or at the end of the article. In an article online, there may be a link to the reporter’s email address, which may open a pop-up window for easy correspondence.

    Review the masthead. A print magazine will list all the reporters and editors, with the specific beats or areas they cover. It usually includes their individual email addresses and sometimes their phone numbers. Some publications include the masthead on their websites.

    Look up their X (Twitter) account. Journalists may include their email address in their bio, so that tipsters can send them information privately, without broadcasting a source or idea for a news story to the X/Twitter universe.

    Search for a personal website. Some reporters aggregate their published news stories on their own website. There generally is a Contact page, with either a form or an email address.

    You can try contacting reporters via LinkedIn and Facebook, as a last resort. Note that many view this approach as intrusive and not respectful of professional and personal boundaries.

    There are several media databases that track reporters and publications: Cision, Meltwater, Muckrack and Propel, to name a few. Public Relations professionals like myself subscribe to these databases; they are far too expensive for occasional use.

    This Month’s Tip

    Assemble the names and email in a database or spreadsheet. Keep track of these details:

    • Outlet Name
    • First Name (useful for merge mail)
    • Last Name
    • Email address
    • Phone
    • Status of latest contact

    Contact

    Reporters are always looking for new sources, so take the initiative to introduce yourself via email. Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Let’s start gathering names and emails for your media list.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Use SWOT Analysis as a Platform for Media Outreach

    Conduct competitive research for inspiration, then fill in the gaps.

    Here’s a non-traditional use of the familiar SWOT analysis of: Strength, Weakness, Opportunity and Threat.

    Apply it to your media outreach.

    Look at your competitors and find when they have successfully garnered media attention.

    Then compare that activity to where you have had similar results generating news stories and reporter interest in your business.

    Start by conducting an online search for some competitors and take note of the topics in focus.

    Were these news stories about trends in the industry or views of the big picture? Are you prepared to address these issues and look in your crystal ball?

    Are the articles about client projects? Which success stories would you like to share as case studies to attract more business?

    Did your competitors describe best practices or lessons learned? Which tips and tricks would you offer?

    Next, assemble the names of the publications and the individual reporters.

    Do you subscribe to and read these news outlets so you can keep up with industry and local news? Do you follow the news stories, and social media accounts, of the journalists who mentioned your competitors?

    Gather the results of this analysis to develop your game plan. Take steps to address the gaps you identified so you will be the one reporters call.

    This Month’s Tip

    Are you on reporters’ lists of sources? Reporters call the people they know. Perhaps you have missed out on being included in some articles because they are not aware you are a potential source on those topics.

    Plan to introduce yourself to the relevant business and industry reporters at the local newspaper, city/regional business magazine and industry newsletter serving your target market. Use the sample Media Profile in this e-book. Next, you’ll learn how to find their email addresses.

    Ask clients if they are willing to be featured in case studies and examples of lessons learned. Focus on anecdotes of how you solved problems or increased sales and profits.

    Soon, you will be the one reporters call.

    Contact

    Now that you’ve identified the areas where you may have fallen short of your competitors, let’s step up to fill the gaps. Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Together, we’ll brainstorm topics, trends, case studies and best practices that will be newsworthy.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    This discussion was inspired by Kathleen Lessman’s blog post

    My Anniversary. Your Gift.

    Ten tips to maximize your anniversary celebration

    This month marks 15 years for me as a solo-preneur Public Relations and Marketing Communications professional.

    I celebrate this milestone with a gift to you, an e-book: 25 Tips to Prepare for Your Next Conference. Request a copy.

    Here’s my story. I hung up my single shingle in January 2009.

    You may recall it was a challenging time for a new business venture. It was the depths of the financial crisis. The Dow Jones Industrial Average had lost more than 50% of its value between May and December 2008. Corporate layoffs were an everyday occurrence.

    For these 15 years, it’s been my pleasure and an education to learn about your business.

    Together, we’ve connected with reporters, potential clients, networking contacts, vendors and referral sources.

    We’ve polished your website and LinkedIn profile, plus edited your articles, speeches, presentations and marketing materials.

    In appreciation of your support, your business and our warm relationship, I thank you for standing with me. I would not be here for 15 years without you.

    As for corporate anniversary celebrations:

    • I composed text for an industry trade association marking its 20th year; the booklet was distributed to the membership at a gala awards dinner.
    • I produced a 70th anniversary brochure for a family-owned business; plus, I wrote the speeches the company executives gave at the celebratory breakfast.

    Perhaps you will agree the people who care the most about an anniversary are the insiders: the founders, leaders, employees and members. Clients may notice to a lesser degree.

    When you mark your anniversary, keep your inner circle in focus at all times.

    Accordingly, here are ten suggestions for how to promote the news of your successes over the years, the knowledge you’ve gained and shared, plus the longevity of your business. Take note of the most appropriate recommendations:

    1. Pick a date. It can be the date your company incorporated, you launched your website or you signed your first client.
    2. Review your resources, both physical and digital. How will you incorporate a reference to the anniversary year and update your materials? A modified logo is often the simplest way to spruce up your existing materials with a tagline referring to the anniversary celebration. Add it to your company’s website and the email signature of employees.
    3. Compose a short history of the organization with milestone achievements: a new location, a new service, an expanded product line. Decide whether this history will be a brochure, e-book or video and contract with a professional to produce it.
    4. Incorporate visual elements. Assemble photos, perhaps a map of prior locations or areas served, and previous versions of your logo to add color to the narrative.
    5. Share the anniversary announcement in newsletters tailored to employees, clients and referral sources, expressing gratitude for their role in your success and longevity.
    6. Contact the media and offer your perspective on the state of the industry, from your launch date to today, and how the landscape has changed. Provide a forecast on what lies ahead. Add your strategy for the future and how your values will help you achieve it.
    7. Send a printed thank you card to employees, clients and referral sources to recognize their contributions to your success. Acknowledge key people with an individual card and perhaps a gift.
    8. As the budget permits, create a commemorative item, something useful and more unique than a T-shirt or pen.
    9. Make a charitable donation to a nonprofit group whose mission aligns with your industry. Endow a scholarship at a college or university, whether local or an alma mater of the founder.
    10. Host an event to acknowledge employees and clients. Consider a family day in the spring.

    This Month’s Tip

    Document the anniversary and spread the word. Take photos and create informal videos of the activities underway. For example, compare the new anniversary logo with the one in use and describe the process of designing it. All events should be captured; these photos and video can be shared on your company’s website and social media accounts.

    Contact

    Check the calendar. It’s never too soon to plan for your next anniversary or milestone.  Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 347.256.9141. Let’s set a date to discuss making your celebration memorable.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Image credit: OpenClipArt.org

    Tell Me About Your Highlight of the Year

    Ideas for cocktail conversation.

    Are you looking forward to the meetings and holiday parties scheduled in December?

    As you celebrate the close of a productive year, consider what you will talk about with your colleagues, clients, contacts and friends.

    Try this perennial question:

         What was the highlight of the year for you?

    If it is a business-related event, add this prompt to confirm your genuine interest in learning about them and a project they completed with a client:

    What is something you did for a client, that would not have happened, if you were not involved?

    In our culture, it often is unseemly to brag.

    Leaders and coaches say, “There is no ‘I‘ in team.”

    Turn that upside down.

    In order to better connect with someone, you give them this opportunity to brag and show off how they uniquely contributed to a client’s success.

    This approach yields valuable insights about this person:

      • What sort of clients do they work with
      • What kinds of problems do they solve
      • What types of solutions do they bring to the table

    Then, having heard their brief narrative, you may dig deeper.

    No matter what they’ve said, continue with:

    That sounds hard. How did you do that?

    This question opens the door for additional details and for you to get a fuller picture of their work, their industry, their clients and so on.

    What if it’s a social gathering?

    The highlight question works the same way. Here’s what your acquaintance might mention:

      • They achieved a personal or chronological milestone
      • They visited a distant place
      • They started or finished a pet project

    In this case, the follow-up question, How did you do that, may be inappropriate.

    Instead, perhaps focus on the emotion the person felt, their sense of accomplishment or the people with whom they shared the experience.

    There’s always a highlight, whether professional or personal.

    This Month’s Tip

    Be prepared when your contact likes the highlight question so much they repeat it back to you. Review your list of successful projects; select a few that are the most indicative of the clients you work with, the problems you solve and the skills you bring to these situations. Consider anecdotes and events of a more personal nature as well.

    Contact

    Plan ahead for your holiday cocktail chatter. Let’s brainstorm a few questions and your own responses. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Talking about a highlight with your contact can lead you both to celebrate the holiday season on a high note.

    Click here to read prior issues of this newsletter.

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    Make It a Double

    If one is good, two is better.

    Congratulations on your recent speaking engagement!

    It was terrific.

      • You were on a podcast.
      • You gave a webinar, perhaps with other speakers.
      • You conducted a workshop.
      • You presented at a conference or were a panelist.

    Don’t stop there. Make it a double.

    Here’s how the time you spent on research, writing and rehearsal will truly pay off: Find a new venue where you can repeat your performance.

    After your podcast appearance, look for other programs where you can talk about the same theme. Search the directories of the major podcast distributors: Apple, Google, Spotify, Stitcher and YouTube. Select general categories or specific areas of interest.

    You can also review these directories of podcasts:

    Conduct an online search for the Top 10 Podcasts in your industry.

    Finally, you can perform reverse engineering. Look for other speakers aligned with your subject and identify the podacasts where they appeared.

    When you have compiled a list of podcasts of interest, contact the hosts and introduce yourself as someone with valuable insights for their listeners. Your recent podcast appearance is a plus. Use the sample letter of How YOU Can Be a Podcast Guest in your outreach to podcast hosts.

    Webinars are easily duplicated. When there are multiple webinar providers serving your audience, reach out to each of them with your idea for a timely presentation. For example, providers in the accounting sector include CPA Academy and My CPE.

    Connect with the other panelists and propose a reprise of the topic with a different webinar host. Perhaps a webinar producer who previously presented one speaker will find your topic relevant and will schedule a program with the group.

    Take that workshop to a group where you are a member or might be a guest speaker:

      • a professional membership organization
      • an industry association
      • a local chamber of commerce
      • an incubator for start-up businesses.

    Conferences may be local, regional or national. If you spoke at a state conference, look to a national event. And vice versa.

    Host your own event for clients and referral sources, and perhaps even vendors. You will bring everyone up to date on trends and issues, plus they will appreciate networking with your contacts.

    Consider giving your repeat performance on a different platform. The webinar I presented on 25 Tips to Prepare for Your Next Conference has been the focus of four podcasts, plus a few more are on my calendar.

    Remember, it’s not one and done.

    This Month’s Tip

    Broaden your audience; two can speak together. Consider teaming up with a client, or referral source, to tap into the market of their peers. Podcast hosts, webinar producers and conference organizers will view your co-presenter as someone who has their finger on the pulse of what’s happening in their industry or their profession, giving you additional credibility as a speaker.

    Contact

    It’s time to double up on your speaking engagements. Let’s review your recent podcast appearances and presentations to see where you might book another. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Let’s make your latest speaking engagement a two-fer or even a three-fer.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    In memory of my mother, Sue Falk, who passed away July 30, 2023. She often bought two colors of the same blouse, because, If one is good, two is better.
    Image credit: Nearme Cafe

    How to Re-purpose and Multiply Your Content

     Turn your article into a newsletter, webinar and more.

    You’ve been advised to re-purpose and multiply your content, so it will be seen by more potential contacts and enhance your standing as an authority.

    If you are stymied about how to go about it, follow this example of content multiplication, where an article became:

      • a two-part newsletter
      • an expanded article
      • a webinar
      • an e-book
      • and a podcast guest appearance.

    In anticipation of the annual symposium held by Women Owned Law, a national professional membership organization, I published an article in the group’s monthly newsletter. There were 22 tips geared to maximize attendance at the conference with detailed activities to pursue before, during and after the event.

    Later, I developed these ideas as a two-part series for this monthly newsletter, which was distributed to nearly 1,000 subscribers.

    One of them is an editor of PLI Chronicle, a monthly newsletter for attorneys, where I have published 20 articles. After she invited me to contribute the discussion to her publication, I expanded the list to 25 tips. This new two-part article series incorporated some ideas from readers of the newsletter.

    Taking this theme a step further, and in view of the post-pandemic return to industry and professional conferences, I viewed the topic as a potential webinar. I contacted a director of programs at PLI, which produces online programs for attorneys, and where I had spoken in the past. She liked the proposed subject; to spice up the program, I invited a client to co-present with me.

    Having shared these best practices for conference attendees in newsletters, articles and a webinar, I am now seeking guest appearances with more than 30 podcast hosts to whom I’ve spoken on media relations and marketing for business owners and attorneys. Their audiences may well appreciate these 25 tips to prepare for conferences, maximize their attendance and engage in follow-up activities.

    This Month’s Tip

    Circulate your nuggets of wisdom as widely as possible. The ideas you share in digital formats, like articles, email newsletters and e-books, are easily multiplied to other online platforms, such as blogs, and distributed via social media accounts. The 25 tips are now an e-book.

    Don’t stop there. When you are comfortable speaking to groups, identify the organizations where your target market gathers and offer to present at their meetings. Perhaps you will include a client with whom attendees may identify and envision their own success while working with you.

    Are you ready for your close-up? Film a video (less than five minutes long), as another way to share your thoughts, and post it on your website and social media accounts.

    Contact

    Your ideas deserve a wider audience. Your contacts need to be reminded of your successful approach to solving problems they may have. Together, let’s review your articles, newsletters and presentations with an eye to updating them. We’ll consider the most appropriate formats for re-distribution: print, online, in-person, audio or video. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. It’s time to multiply your insights and, perhaps, write your next e-book.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)
    Image credit: Cariboo Money Helper

    The Confirmation Process vs. the Buyer’s Journey

     Your digital presence must confirm your professionalism.

    You’ve probably heard of the Buyer’s Journey, which has several stages:

    • Awareness: a buyer becomes aware of a problem
    • Consideration: a buyer defines their problem and considers options to solve it
    • Decision: a buyer evaluates these options and decides on the right provider to address the solution.

    When someone lands on your website or LinkedIn profile, you don’t know where they are in their buyer’s journey. Accordingly, your website’s content must address the visitor at each stage in their buying process.

    Let’s flip this journey around to give you the leading role. I call it the Confirmation Process.

    Its objective is to confirm for the buyer that she has located the appropriate resource.

    Through a yet-to-be-determined channel, a visitor comes to your website or LinkedIn profile, starting the journey or process:

    • Awareness: a buyer learns about you
    • Consideration: a buyer conducts research about you
    • Decision: a buyer contracts with you.

    A prospective client arrives at your website in several ways:

    1. They met you at an event, heard you speak on a panel or podcast, or read what you wrote in an article or newsletter
    2. They were referred to you by a mutual contact
    3. They searched on the internet for a professional like you.

    Now that they found you, they want to confirm:

    • You are the person they heard about/saw/read about
    • You are the professional they seek/need because you have the skills to solve their problem
    • You have the respect of colleagues in your field and your clients.

    Here’s how your website operates in the Confirmation Process:

    Are you the one they heard about?
    Yes. Your photo matches the image of the professional they met or saw speak. When the person talked with you at an event or attended your panel, they had an opportunity to connect with you. Perhaps you exchanged business cards.

    Speaker bios, podcast show notes and articles usually include a photo and the URL of the professional’s website, email address and/or phone number, precisely so that listeners and readers can contact the individual for further information.

    Are you the professional they seek/need and do you have the skills to solve their problem?
    Yes. State your services, cite your education, note your certifications and licenses. Your case studies of client successes, newsletters and articles are additional proof of your skills. List your clients by name, when permitted, or by industry.

    All these describe your background and demonstrate that you operate from a solid knowledge base, with proven experience to address the potential client’s particular situation, although you do not yet know what their problem may be.

    Do you have the respect of others in your field and your clients?
    Yes. Your workshops and podcast appearances show that others in the sector value your insights. Your testimonials prove you made your clients look good to whoever mattered to them: a partner, business owner, supervisor or investor.

    Congratulations! You’ve checked all the boxes of their confirmation search.

    This Month’s Tip

    Review your website and LinkedIn profile see how they correspond to the Confirmation Process with a current photo, lists of services and clients, plus publications, newsletters, workshops and case studies.

    Contact

    Show the world you are the professional who can solve a certain problem. Confirm you are the person you say you are. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Let’s compare your digital presence to the confirmation process. Together, we’ll help potential clients check the boxes of their confirmation search so they may connect with you to resolve their issue.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Thanks to Andrew Schulkind, digital strategist, for partial inspiration. He asked, “How aware of you [and] where in the buying process, or your sales funnel, is the person who’s just come to your website?”
    This discussion has been lightly edited for clarity.
    Image credit: kalhh (Pixabay)

    FIVE Email Marketing Mistakes to Avoid

    Sidestep these Don’ts and step ahead with these Do’s to grab and keep the reader’s attention.

    When you control the real estate, whether an email marketing campaign or a newsletter, the format and content should be perfect.

    You should also make it easy for readers to follow and absorb the ideas you present.

    You worked hard to compose these messages. Use this series of Don’ts and Do’s as a checklist to avoid mistakes and keep your readers engaged.

    These examples were inspired from emails I’ve recently received, followed by a recommended edit.

    1. Do not use reverse type. Use a dark color on a light background, not white type on a dark background.

    2. Do not use hard-to-read colors, like pale yellow, that don’t stand out. Select sharp and clear colors for your palette.

    Visit the Website

    Visit the Website

    3. Do not center text. Use left alignment. The reader’s eyes bounce around the page with centered text. Left alignment helps the reader know where the next line starts.

    “Left aligned text is easier to read than centered text for paragraphs. This is
    because when you center your text, the starting place of each line changes.
    This forces your users to work harder to find where each line begins to
    continue reading.”

    “Without a straight left edge, there is no consistent place where users can move their eyes when they complete each line.”
    (Source: UX Movement)

    4. Do not address the reader as, Hey Name. Always address the prospect as Name or Dear Name. When you want the reader’s attention, time and money, show respect by using formal discourse. The correspondent will let you know when they are prepared to be informal with you.

    5. Limit use of I and We. Use YOU and YOUR. The email is about the reader, not about the service provider.

    Hey Sam,
    My name is Pat and I am from Company.

    We offer an online payment system that provides an easy and secure way for clients to accept credit cards and e-checks from their clients. 

    Our company is specifically designed for business owners.

    My response:
    Who cares about your name and Company?
    How did you learn my name?
    What do you know about my business?
    Where is the reader (YOU) here?

    Sam,
    Your name came to my attention as a Public Relations professional with a small agency.

    Many small business owners like yourself find it easier to accept credit card payments and online payments instead of checks.

    With Company’s online services, you can easily set up accounts to receive payments from your clients in the way they wish to make them.

    BONUS: Always send a test email to your personal email account. Review it carefully, clicking on all the links.

    After you write, wait a day before sending your email newsletter or campaign, so you can give it a fresh, final look.

    This Month’s Tip

    Do not send the email before proofreading. Read aloud every sentence backwards from the period. That is, period the from backwards sentence every aloud Read.

    You will be surprised how often this technique helps you catch missteps. Remember, spell check will accept both trial and trail.

    Contact

    Have you been tripped up by mistakes like these in your email marketing? Let’s jump on a Zoom call and check your latest newsletter or next communiqué. Contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll step over these pitfalls and ensure you keep the reader on the straight path of your email’s message.

    See also Lose Excess Fat (Verbiage) in 2022 .

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    Image credit: Prodeep Ahmeed (Pixabay)


    Maximize Your Membership in an Association or Networking Group

    Develop relationships and increase your activity in the organization.

    You probably pay dues to at least one organization, whether a professional membership group (e.g., New York State Bar Association), industry association (e.g., 100 Women in Finance) or networking group (e.g., Business Networking International).

    Certainly, you hope to get clients and referrals from your participation in the group, and you may have landed a few of each.

    Consider that it’s not always the direct financial payoff that is the benefit of being a paid member.

    There are other intangibles that make your membership dues worthwhile. Keep these in mind when you renew your membership.

    Three steps to increase your participation in the group.

    1. Build your network: Make a point of connecting with other members. The membership directory may be online, so it’s easy to locate members who:

    • are in a business that overlaps or competes with yours
    • serve the same clients, but in a different capacity
    • have an office near yours or in a city where you travel
    • are alumnae/alumni of the same college or postgraduate school

    (See Find Golden Contacts in Your Association’s Directory)

    2. Hold one-on-one conversations: Getting to know individual members yields tremendous benefits. Not only do you learn more about each other’s business activities, you also establish a warmer footing for that next conversation or referral.

    More selfishly, you gain practice in explaining what you do and what makes you different from others in your sector. You sharpen your own listening skills and develop more probing questions to become better acquainted with someone outside your usual arena.

    3. Request an informal consultation: Have you ever needed a quick brainstorming session? Would you like another pair of eyes to review a short document? The larger your circle of contacts among the members, the more easily you can land the assistance you need. Reciprocate and show you are available for a similar request.

    How have my memberships worked out?

    Here’s the payoff from belonging to Women Owned Law, an association for women attorneys and women-owned businesses serving the legal sector; I joined in 2020:

    • I established relationships with attorneys who were sources when I wrote columns on Best Practices for the Solo Practice for The New Jersey Law Journal and The New York Law Journal. Their quotes, names, law firms and practice areas were prominently mentioned in my articles, with little effort on their part. This created considerable goodwill, and, in at least one case, greatly enhanced the visibility of a lawyer’s recently established practice to other attorneys. A win-win for both sides.
    • A member asked me to join a panel for a state bar association’s webinar.
    • I requested an informal consultation on a personal matter from another member. I have a Ph.D. in Spanish literature and speak, read and write with native fluency. Yet, before I submitted a brief personal narrative in Spanish for publication in a scholarly book, I asked Carmen Hiers, Managing Partner of Transforma Translation Services and a native Spanish speaker, to check what I had written.
    • I’ve presented five 60-minute webinars to the national organization over the years, plus another to a local chapter. These programs led to an invitation to speak to a state bar association.
    • I edit articles submitted to the member column in the monthly newsletter and I’ve contributed many as well. I later amplified one column as a two-part series for a legal industry newsletter.

    Plus, I landed FIVE clients from informal networking and value-added conversations with these new connections.

    Additionally, after serving as an active member on a committee of 100 Women in Finance for nine years, I was hired as a consultant to the organization, now entering my sixth year.

    This Month’s Tip

    Apply the Marketing RBI paradigm to your membership. As you may recall, two of the components are:

    • Speaking (Here’s the Pitch): Create opportunities where you can speak to the members, as a panelist or moderator, or on the association’s podcast.
    • Writing (Keeping the Box Score): Contribute to the organization’s newsletter or blog.

    When you implement these activities, remember this step:

    •  Extend Your Presence Online (Cover All the Bases): Promote your involvement and the group’s activities in your posts on LinkedIn and other social media platforms.

    You can see how these tactics have supported my business development. Try them yourself.

    Contact

    It only takes one client to cover the whole thing, namely your dues. But it’s not only about getting business. Your membership dues are an investment. It’s time they yielded a payoff in intangible returns beyond clients and referrals.  Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141.Together, let’s brainstorm how you might take advantage of networking, speaking, writing and other activities as you engage with fellow members of your professional and industry associations. 

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    Thanks to Nancy Mertzzel, President of Women Owned Law, whose conversation inspired this discussion.
    Image credit: New York State Bar Association.

    22 Tips for Attending a Conference (Part 2 of 2)

    How to maximize your conference follow-up.

    Congratulations on a successful conference, where you implemented some of my tips in advance or at the event.

    Click to request an e-book with 25 tips.

    You gained new insights into the industry that will help you grow your business.
    You had meaningful conversations with a few potential clients and referral sources.
    You re-connected with colleagues and friends.
    You gave away branded items from your company, plus you collected a healthy stack of business cards, along with some neat items from the exhibitors.

    Now it’s back to your desk and computer to follow up with the new contacts you made and send them the items and introductions you promised.

    After the Conference

    1. Assemble the business cards of those you met and review the notes you made on the back. Send each of these new connections an email, perhaps using the template below as a model. Include the article or newsletter you mentioned that may interest them, as promised.
    2. Connect with the attendees you met at breakfast and lunch. Take a look at their website/latest newsletter/recent article and comment on that. Suggest something related to your conversation or pose a question that invites a response.
    3. Write up your notes and key takeaways from the sessions as individual posts on LinkedIn, or other social media. Tag the speaker, for example: @PatWhite. If you gathered a lot of ideas, write a longer post or article that combines highlights of all the panels.
    4. Send each panelist an email including the link to your social media post. Note the steps you were inspired to take based on their remarks. Start a conversation by asking for their opinion or advice.
    5. Review the photos you took and send them to the people you met.
    6. Congratulate the conference organizers on a great event. Share some positive or constructive feedback on your experience.
    7. Go to LinkedIn and invite the contacts you made to connect with you there (or on another social media platform where you both are active).
    8. Set calendar reminders to follow-up with the new contacts of greatest interest. Add the names of the members in the directory who you identified as from your local area or as potential collaborators and referral sources.

    This Month’s Tip

    This email template is easily customized. Be inspired by the possible topics and slots to insert specific references to follow up with each person you met.

    Subject line: Great meeting you at Name of Conference

    Name,
    It was great to meet you at the Name of Coference and learn about your business focused on __.

    I visited your website and noticed __.

    Remembering our conversation about __, this (article, newsletter, podcast, video) discusses __and may be worthwhile. Do let me know what you think.

    You mentioned you are interested in __. If you are not already acquainted with my colleague (link to website), I’m happy to introduce you.

    If you’d like to keep in touch on a regular basis, please subscribe to my newsletter/blog here (link).

    Of course, I’m happy to receive yours as well.

    Shall we connect on LinkedIn? (link)

    Looking forward to continuing our conversation. Please let me know how I might be helpful to you.

    Regards.

    Signature block

    Contact

    Networking is all about the follow up; these tips will make it easy to re-connect when you return from the meeting. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141.Together we’ll draft a warm reminder of the conversations you had at the conference and build on these nascent relationships for the future. 

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    (This discussion has been lightly edited for updated content.)

    Image credit: Mattia Di Tommaso

    22 Tips for Attending a Conference (Part 1 of 2)

    How to maximize your conference attendance.

    Conference season is well underway. It’s exciting and energizing to gather with your peers. You’ll get updates on industry developments and network with colleagues, plus meet with clients and referral sources. You may also pick up some nifty swag from exhibitors.

    Prepare in advance to meet the people attending the sessions. Think also about how you will engage in conversation with them to cultivate a mutually beneficial relationship; your goal is to share information about the industry and also make referrals in a two-way process.

    Click to request an e-book with 25 tips.

    Before the Conference

    1. Consult the membership directory to identify the members who align with your business or are potential referral sources. Look also for members who are in your state. Email them casually to say you look forward to meeting them. Perhaps women will mention that they will wear a colored jacket (NOT black or navy), while men will sport a distinctive colored tie or pocket square. Mentioning your attire helps you stand out in the crowd, so your new contacts can easily find you.
    2. Have an ample supply of business cards .
    3. If you have a small branded giveaway item, bring plenty along. A pen with your company’s name is universally useful. I have a business-card-sized list of tips for a phone interview with a reporter, which includes my contact details and website URL, plus a QR code to subscribe to this newsletter.
    4. Place an auto-reply on your email stating that you are at a conference and will not be checking email until late in the day.
    5. Practice your elevator pitches: one for general audiences and another for specific target markets.
    6. Contact the panelists. Mention that you are very interested in their presentation. Offer to ask a question, perhaps on a related topic that they want to address, but may not be able to cover in their remarks.

    During the Conference

    1. Do not check email during the lull between sessions. Talk to the person next to you.
    2. Turn off your cell phone.
    3. At breakfast, sit with attendees you already know. Get the lowdown on what they’ve been up to since your last conversation.
    4. While listening to the speakers, take notes. Write two action-oriented steps you will take. Plan to contact the panelists by email in a few days with a congratulatory note, indicating your takeaways from their discussion.
    5. At lunch, sit with attendees you don’t know. It’s time to expand your network.
    6. As you chat with other attendees, write a note on their business cards about your conversation. For example, did you offer to make an introduction to a colleague or send an article? If they did not give you their business card, make a note on one of yours so you can contact them later.
    7. There probably will be a scheduled networking session. What’s your favorite question to learn about other people, the clients they work with or their personal interests? Maybe you will ask others what they have learned so far at the conference, plus which action steps they will take.
    8. Use your cellphone to take some selfie photographs with other attendees and snap shots of small groups.

      9. This Month’s Tip

      Have fun at the conference. You traveled quite a distance and paid for a hotel stay to attend this meeting. Follow some or all of these tips to make the most of this event — and the next one.

      Contact

      Get ready in advance of the next conference. Contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll assemble your business cards and giveaway item. We’ll peruse the directory, identify members of interest and contact colleagues to alert them that you are eager to speak with them at the conference.

      Click here to read prior issues of this newsletter.

      Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

      (This discussion has been lightly edited for updated content.)

    Beware the Risks of (Not) Talking to a Reporter

    Consider when and how to comment.

    Talking to reporters is a risky business.

    So is NOT talking to them.

    Let’s say a reporter calls you for comment on your business. Or maybe the journalist asks about a trend or best practice in the industry.

    Perhaps the reporter knows something about your company that you’re not ready to discuss – yet.

    Or they heard a rumor about your work with a former client who is now under investigation for fraud.

    Do you answer their questions in the moment?

    What happens if you check the caller ID and don’t pick up the phone? You receive a voice message. Will you duck returning the call later?

    Here’s what might happen:

    • You or your company might not be mentioned in the news story.
    • You or your business might be mentioned, but not referred to in a positive light.
    • You allow other parties and sources to shape the news story that may name you (or your former client).

    People will read Name (Spokesperson) from Company was not available for comment. You (or your former client) appear aloof, disinterested or, worst case scenario, guilty of whatever negative aspect is associated with the situation.

    Perhaps a reporter discovers a former employee has filed a lawsuit alleging discrimination. You decide to answer any and all questions with No Comment.

    Do you think the reporter will stop looking for a source?

    Hardly. You have effectively pushed the reporter out the door to find another person to comment on the situation.

    Imagine who the journalist will call:

    • A nosy neighbor
    • Another disgruntled (ex-)employee
    • An unhappy vendor

    Do you believe any of these folks see the situation similar to you and will respond favorably to the reporter?

    Not at all.

    Take the Call
    Now, what are the risks of speaking to a reporter:

    • Speaking without preparation of key points you wish to convey.
    • Being unaware of a newly developed situation. For example, the reporter has heard allegations of a payoff to secure an RFP from the state, but you do not know anything about it.
    • Being quoted inaccurately.

    Weigh these risks — and outcomes — when a reporter unexpectedly calls you for comment and you have to decide whether or not to respond to their call and what you might say.

    This Month’s Tip

    When a reporter calls you out of the blue, take the call and reschedule for a time when you are prepared to speak on the topic. The reporter is going to write the story, with or without you, so follow this script or a version that suits your style:

    I’d really like to talk with you, but I have someone in my office now. If you would please give me your name and number, I’ll call you back in a half hour. And, in case I need to gather information from someone else, please let me know exactly what you’d like to discuss, so that I can be more helpful to you.

    In this scenario, you team up with the reporter and make yourself available. Note, you have given yourself time to gather your thoughts, prepare some examples of your ideas and make them quotable.

    Plus, you have 30 minutes to check with someone else who may have more details about the situation. You may wish to consult your attorney for advice.

    Of course, you will follow up with the reporter, even if you have to dodge some questions because you don’t have enough information to respond in that moment. You probably may safely say that you are looking carefully at the situation; (you are in touch with your attorney) and you will re-connect with the reporter as more details become available.

    While this response may not be quotable, it tells the reporter you are attentive to their interest in the story and will remain accessible for future comment.

    Contact

    Don’t take an unnecessary risk when you get an unexpected call from the media. Contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll customize the above script so that you’ll lower the risk when speaking to a reporter.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    Image credit: PNGkit

    Use LinkedIn to Book Speaking Engagements

    Turn your contacts into agents who introduce you.

    These two truisms are foundational to my marketing outreach:

    1. Everybody knows someone worth knowing. You don’t know who stands in his or her circle until you ask (or check their connections on LinkedIn).
    2. Make it easy to say YES. Make it hard to say NO.

    Speaking to trade associations of your target market is a powerful way to attract new clients. I often advise attorneys and, therefore, I compiled a list of bar associations in New York state where I might speak. I looked on their respective websites to locate the appropriate contact for programs. In an email, I described my background, my interest in speaking to the group and a few topics.

    For the most part, my email outreach was met by a deafening silence.

    My next step implemented the first truism.

    As you know, LinkedIn is the world’s largest database of professionals.

    I identified individual officers of each bar association and reviewed their profiles on LinkedIn. Whenever I located a mutual contact, I wrote to the intermediary. I requested an introduction to the bar association’s officer using this model, following the second truism:

    Morgan,

    Your name came into view on LinkedIn as a colleague who knows NAME at the NAME Bar Association.

    I often speak to bar associations; when I present with an attorney, the session is usually eligible for CLE.

    I had contacted the association as a potential speaker. I did not receive a reply.
    If you feel comfortable introducing me to NAME, using a note that I will provide, I would greatly appreciate it.

    If they are not a close connection, and it would not be appropriate to contact them, I understand.

    Please let me know either way.

    Thanks.

    Looking forward to your reply.

    Imagine you receive this email from a colleague. You are asked to copy and paste a note and email it to a LinkedIn connection.

    You need only consider the strength of your bond with the contact before saying YES to the request.

    When I first wrote to the President of a certain bar association, there was no response. I sent the above template to a LinkedIn connection requesting her assistance with an introduction. She agreed. A series of emails followed.

    Success! I am presenting at the Injured Workers Bar Association’s spring conference.

    This Month’s Tip

    An introduction from a known source may make the difference in booking a speaking engagement. This outreach has four steps:

    1. Assemble a list of trade associations and professional membership groups where you are likely to meet your target audience. Or compile a wish list of companies and organizations that are potential clients.
    2. Locate the appropriate contact, President or Chair of the Program Committee, and email them regarding your interest in speaking on a few subjects to their group.
    3. When the group’s officer does not respond, identify a mutual contact of any officer of the group and ask them to introduce you, following the template.
    4. When this intermediary agrees to do so, send them a lightly revised version of your original correspondence with the organization so it may be copied and emailed to the group’s officer.

      Of course, you will follow up with a thank you to the mutual contact and arrange to chat with the organization’s leader to consider topics and dates.

    Contact

    When you want to get on the speaker’s circuit, let’s plan your outreach campaign. Organizations always need speakers to present on the hot topics and issues their members are encountering. They won’t invite you to present to the group if they don’t know who you are and no one has recommended you. Contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Let’s brainstorm topics, locate appropriate groups, identify their leaders and reach out to the people who might introduce you as a speaker. Speak up so you may take the podium and attract more clients.

    If you’re shy about public speaking, find a colleague to present with you. Perhaps you will team up with me.

    Click here to read prior issues of this newsletter.

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    Image credit: Convene  

    Five Tips to Maximize a Media Interview

    Keep your eye on your agenda.

    You’ve introduced yourself to a reporter and booked a date for the interview. (Or your public relations counsel has set it up.)

    Here’s an essential reminder:

    The reporter is not your friend.

    You say you once dated the reporter’s cousin. It doesn’t matter.

    You attended the same college or were members of the same fraternity or sorority. Who cares?

    Your agenda when speaking to the reporter is to forcefully and persuasively present your insights and key messages, representing yourself and your company as authentically and positively as possible.

    Your goal is for the journalist to discuss your ideas, and to do so in a favorable light.

    The reporter’s agenda is to explore the situation in a way that brings clarity and new information, or, perhaps, a fresh point of view, on a topic vital to their readers.

    They will explain why the audience should care about the subject and what they should do about it.

    Even though your agendas overlap to a degree, you cannot count on the reporter being receptive to your perspective.

    They may be neutral — or even antagonistic.

    Consequently, you should prepare for your interview, following these five tips.

    Keep these tips handy as a business size card or a tip sheet for an executive or an attorney.

    1. Make a list of THREE important points. Print it in 16 point type.
      This is probably a phone or Zoom interview. The reporter cannot see that you have a cheat sheet on your desk to help you remember the main points of what you want to say. The large font makes it easy for you to read your ideas.
    2. For each point, create memorable examples. Use the FOUR A’s to keep the reporter’s (and reader’s) interest:
      Analogy: Compare your idea to something common: This is like a revolving door. It goes around and around and never arrives anywhere.
      Anecdote: Briefly give an example of this insight from experience or project a probable outcome.
      Acronym: Give a twist to a familiar acronym; ASAP becomes As Soon As PROFITABLE. Or invent one of your own; state it and follow-up with an explanation. CCW means Clients Can’t Wait.
      Alliteration: Every word in a series or phrase starts with the same letter. See what I did with the Four A’s? Analogy, Anecdote, Acronym, Alliteration.
    3. Answer the difficult question as briefly as possible and stop talking.
      Move on to the next topic.
    4. When a reporter tries to put words in your mouth, close your lips and swallow.
      Don’t repeat the words of the question, especially when they are derogatory or inflammatory. Take a breath, then proceed with your answer.
    5. At the end of the interview, when the reporter asks if there is anything you wish to add, make sure you have covered your THREE messages.
      Perhaps you were not able to mention the second one on your list; grab the initiative and talk about it before you wrap up the interview.
      If you have already shared your three messages, restate them as a summary of the discussion.

    This Month’s Tip

    Do not ask for, nor expect to receive, a preview of the article or your quote. How do you like it when a coworker hovers over your shoulder while you compose a report? Instead, team up with the reporter. Perhaps you will say: I know we’ve covered a lot of ground in this conversation, some of which is rather technical. If you have any questions about what we’ve discussed, or would like to review anything with me, I’m happy to help.

    Better to ask when the article will be published, so that you can promote it on your social media accounts and include it in your newsletter. Reporters will be happy to learn you will drive your contacts to read it.

    Contact

    Be ready when you call a reporter for your interview. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Let’s practice with two scenarios, one amicable and one hostile. You’ll know how to get your points across when a (not-so) friendly reporter is on the line.

    Click here to read prior issues of this newsletter.

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    (This discussion has been lightly edited for updated content.)
    Image credit: Pixabay

    Make Your News Story Idea a Birthday Gift

    With a topic, source and testimonial, the article writes itself.

    Reporters are always looking for subjects that will play well on the world-renowned radio station, WII-FM.

    You listen to it also: What’s In It For Me?

    Take the approach of identifying an issue or problem that you see among your clients.

    Develop your idea and find a third party to corroborate your solution.

    Or highlight a trend you observe in your industry or locale, plus a referral source who will confirm your insight.

    For example:

    A client bought out their partner and sought to re-name and re-brand the company to reflect the new ownership. You would discuss the key questions that commonly arise in this circumstance, along with the solution you created to address an unexpected wrinkle in the process.

    Ask your client Amy Anderson to contribute an anecdote of how you resolved the issues for her newly named company.

    Problem. Solution. Testimonial.

    It all comes together in a package, gift-wrapped and with a shiny ribbon. The reporter hardly has to perform any work to write up the story.

    This Month’s Tip

    Here are three questions to get you started. Which problem have you recently solved for a client? Which referral source would make a good partner to package a story idea? Which reporter at an industry newsletter or a local business magazine is likely to open your gift for a news article? Start brainstorming from any of these points of departure and see where you land.

    Contact

    Let’s assemble the elements of Problem/Solution/Testimonial or Trend/Insight/Confirmation for your birthday gift of an idea. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll wrap it all up, with a beautiful bow.

    Click here to read prior issues of this newsletter.

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    Image credit: Clker-Free-Vector-Images  

    What’s Your Forecast?

    Directory Pixabay notebook-g2d029f835_1280 Salome Maydron

    Step forward now to be quoted in industry year-end news stories.

    In December, reporters summarize the highlights of the past year and look ahead to the next 12 months.

    Take this opportunity to gaze into your crystal ball and see what might transpire in the year ahead.

    You know that reporters call the people they know; they don’t call someone they never heard of. Leaders in your industry will definitely be quoted in these articles.

    Here’s how you can become a reliable and authoritative source: email reporters with a few topics for potential discussion in their year-end and forecast news articles.

    Start by considering these potential topics:

    • Competition
    • Consolidation
    • Inflation and Pricing
    • New Entrants
    • New Products
    • Technology

    Let your imagination wander and add other ideas.

    Present these hot issues when you introduce yourself to reporters. You will be recognized as a source who has your finger on the pulse of the market, alert to the trends and concerns percolating in your sector.

    This Month’s Tip

    Speak up. Your predictions might be right, but don’t be concerned if they don’t work out. Twelve months from now, no one will hold you accountable, even if your ideas turn out to be off the mark. Instead, reporters will remember that you had a forecast, and they will re-connect to hear your perspective for the following year.

    Contact

    Will you be one of the people quoted in the year-end news story for your industry? Only if reporters know what your thoughts are. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together let’s give your crystal ball a good shake and see clearly into 2023.

    Click here to read prior issues of this newsletter.

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    Image credit: Nat Mara  

    When Should You Issue a Press Release?

    Directory Pixabay notebook-g2d029f835_1280 Salome Maydron

    Start spreading the news.

    You’ve got big plans:

    • You’re launching a business
    • You’re hiring a senior executive
    • You’re opening a new office or moving to a new location
    • You’re offering a new service or product

    When it’s time to share the news, should you issue a press release?

    Before you start composing your draft, take a moment to imagine the outcome.

    Which media outlet would definitely cover this news, because similar stories were published in the past?

    For example, the launch of a new law firm, the new location of a law firm or the hire of a partner is regularly announced in The New York Law Journal. The publication bundles a few similar items together, which are published on a rolling basis. The individual mentions are usually two or three sentences long.

    William Stock has opened his solo practice with appellate focus. Previously, he was an appellate attorney at Cheven, Keely & Hatzis. (NYLJ, June 25, 2018)

    On the other hand, a few years ago, a press release announcing a senior hire was picked up by The Wall Street Journal in its Executive Changes column. In a two-sentence paragraph, the article said that a major international bank had hired a managing director for its private equity group.

    That column no longer exists in the newspaper, sadly, so a new hire press release is unlikely to generate a similar mention. However, when the company is a household name, the press release will probably generate a stand-alone article of some depth.

    Accordingly, only send a press release if the publications you have in mind have regularly covered news like yours in the past.

    If not, you might be better served by distributing an announcement to your existing contacts.

    This Month’s Tip

    Consider these ways to share the news about your company, instead of issuing a press release:

    • Send an email announcement to your clients and referral sources, plus your many contacts
    • Add a pop-up window or prominent mention on your website
    • Insert attention-grabbing text in your email signature
    • Post the news on your individual and company social media accounts
    • Mention the update to members of your networking groups

    Of course, you should also take these steps to support the press release you’re issuing.

    Contact

    What’s the big news at your company? Whether it’s press release-worthy or something a bit less newsy, you can make a splash. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together let’s brainstorm ways to spark a newsflash about your company.

    Click here to read prior issues of this newsletter.

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    Thanks to David Zweighaft, whose question prompted this discussion. 

    Mind the Gap (of Your Newsletter’s Publication)

    Directory Pixabay notebook-g2d029f835_1280 Salome Maydron

    Plan ahead to never miss an issue.

    Face it. Your newsletter is not that important to your subscribers.

    Yes, it’s important to have an email newsletter.

    Yes, email has the highest ROI of marketing activities.

    But if you think that your subscribers are waiting with bated breath for your next issue, well, I’ve got a bridge to sell you.

    Do you think your readers will notice when you do not send a newsletter because you:

    • went on business or vacation to Las Vegas?
    • were overwhelmed by multiple deadlines?
    • took care of a sick family member or pet?

    Sorry, my friend. They were so busy running their own businesses (and lives) that your gap in newsletter publishing went completely unnoticed.

    Do you wake up in the morning and think, “I haven’t heard from Janet Falk in the longest time. I better check out her newsletter.”?

    Sadly, no one thinks that, not even my mother.

    Does it matter whether a subscriber opens the newsletter first thing in the morning on Tuesday, or whenever your publication day is? No, only that it is opened. A gap will not be noticed.

    Maybe the subscriber opens it while they catch their breath and check email between meetings in the course of a busy day or later in the week. Again, when someone is scrambling to keep up with their overflowing inbox, a gap will pass by.

    Perhaps the subscriber is a friend who opens the email, just to boost your open rate, and immediately deletes it. (I admit I do this.) A newsletter gap will not register.

    What if the subscriber has set a rule to file your newsletter in their Newsletter folder? This is probably Never-Never Land, where someday the subscriber will review their backlog. (Confession: my Newsletter folder currently has more than 12,000 emails with 709 unopened.) In this case, the subscriber will never perceive the gap.

    In sum, it seems highly unlikely that a gap in newsletter publication will be noticed.

    As important as open rates are, what’s more important is the next action the subscriber takes. Of course, your newsletter indicates they should:

    • reply to the newsletter
    • share the email
    • click on the boldfaced link
    • visit the website
    • call the phone number provided
    • make an appointment
    • visit the office

    You did include a call to action, right?

    This Month’s Tip

    Prepare an evergreen newsletter article. You have to engage in conversation to flesh out the details. To start the relationship with

    An evergreen article is one that is always relevant and not tied to the calendar or a news event. It’s neither in step nor out of step. Knowing you have an article on the shelf will give you peace of mind when your plate is so full that your newsletter plops onto the floor.

    Or, adjust the frequency of the newsletter if a missed issue occurs habitually, as suggested by Ann Handley, author on best practices in newsletter writing. Handley was pleasantly surprised to receive inquiries from subscribers when she recently skipped a newsletter, due to busy plans. She recommends don’t break the chain; but, when you do, explain it briefly and move on.

    Contact

    Mind the gap of your newsletter’s publication. (But you need not dwell on a missed issue.) You can avoid skipping issues by having evergreen content at the ready. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together let’s brainstorm topics you will have in reserve so that you will not gape at the dreaded gap.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    Thanks to Ilise Benun, Christina Hagopian and John Hinson for their insights and comments to my LinkedIn post on this topic. Like Handley, they advocate consistency to remain top of mind with subscribers.

    Find Golden Contacts in Your Association’s Directory

    Directory Pixabay notebook-g2d029f835_1280 Salome Maydron

    Peruse the listings for colleagues, consultants and referral sources.

    One of the benefits of a membership association is your listing in the organization’s directory.

    When you join the group, you are invited to fill out their standard form for your listing. which usually includes:

    • Name
    • Company name
    • Pre-set categories to describe your business
    • Mailing address
    • Email address
    • Phone number
    • Photo

    Now that you are inscribed, take a look around and learn more about the other members.

    You can search by profession or industry to identify consultants and vendors who work with similar or even mutual clients.

    Pick out names of possible collaborators.

    See which members might be potential referral sources.

    Look for members in your city (or an area you often visit) to meet for coffee or lunch.

    You may even locate someone you know and with whom you’ve lost touch over the years.

    Take the opportunity to introduce yourself to some members of the association. When they learn you are a new member, they probably will welcome you and may well be open to a conversation regarding their involvement in the organization to encourage your active participation.

    There’s a treasure trove of connections in the directory. Be selective. Do not contact every member; instead, search for those whose business interests most closely align with your own.

    This Month’s Tip

    A directory listing, like an elevator pitch, offers a bare minimum of information. You have to engage in conversation to flesh out the details. To start the relationship with a fellow member, introduce yourself by email. Focus on YOU, the reader/member, and establish shared interests. Your goal is to have the next conversation. For example:

    Pat,
    Your name came to my attention as a member of the Regional Association, which I recently joined.

    Your listing caught my eye, as a professional/business owner in the ____ industry, because I often work with ____/clients in my ____ business.

    As a new member of the organization, I am excited to get involved and meet other members.

    It would be great if we could chat and become better acquainted, so that I might learn more about your business.

    I’m also eager to hear how you think I might participate in the association’s activities, perhaps by contributing my ____ skills.

    Looking forward to your reply.

    Signature

    This approach works equally well when you are a long-time member of the association. Check your listing to ensure all the details are current. In your note to a fellow member, suggest a conversation to discuss their view of trends in the industry or profession, ask a quick question or propose a future program for the organization.

    Contact

    Take a closer look at the directory of an organization where you are a member. After confirming your listing’s details are correct, consider which fellow members fit the categories of possible collaborator or referral source. You may even plan to meet for lunch locally.

    Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll build a direct connection from the directory to a fellow member, who may, serendipitously, become a client. It worked for me.

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    Grab a Partner for the Next Event

    Woman introduces client at event

    Connect and double your meeting fun.

    Your networking groups, professional membership organizations and industry associations have resumed in-person meetings after a long hiatus of virtual events.

    You’re probably eager to attend events in person and see your colleagues.

    Use this tactic to raise the bar for a doubly productive meeting.

    Plan ahead and invite a guest to attend the program with you:

    • a new contact
    • a client
    • someone you’ve been meaning to connect with.

    Contact

    Let’s identify people in your circles or on your wish list who might appreciate an invitation to be your guest. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll plan ahead to make the next meeting doubly productive for you and your guest.

    Click here to read prior issues of this newsletter.

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    Make TWO Phone Calls EVERY Day

    Re-ignite the conversation.

    Think of the people in Your Gold Mine of 5,000 Contacts

    Categorize them in two ways:

    First by the strength of your relationship: A – Strong, B – Medium and C – Weak.

    Second, classify them by their ability to hire you as a consultant or buy your products or services: 1 is a decision-maker, 2 can influence the decision and 3 is lightly involved in the decision-making process.

    Finally, go through the list and label each person using the two categories of ABC for warmth of relationship and 123 for hiring/buying decision or influence.

    Focus on:

    A-1 Strong relationship and able to hire you or buy from you
    A-2 Solid contact who is able to influence a consulting project or purchase
    B-1 Medium relationship who can contract with you or buy from you

    Let’s set aside the B-2s, C’s and the 3’s for the moment.

    A-StrongB-MediumC-Weak
    1-Decision makerYESYESLater
    2-InfluencerYESLaterLater
    3-Lightly involvedLaterLaterLater

    Now that you have the subgroup of people with whom you have a strong or warm relationship and who may be able to work with you:

    Step up to the phone and MAKE TWO CALLS A DAY.

    This is NOT cold calling. You have a good relationship with these contacts.

    Here’s some scripts to get started:

    Hi, Pat. Your name came to mind when I heard/read about _____ . What do you think?

    Hello, Sidney, Your article in ___ caught my eye. Did you know about ___?

    Hi, Terry. I saw you posted on LinkedIn about _____. Tell me more about that.

    Chat for a bit and ask your contact for one thing:
     An introduction to someone (specific) in their circle
     A time and date to get together for a longer conversation.

    You can leave a voicemail; state you are in the office all afternoon and you would love to catch up.

    Recite your phone number, which you have written out as words. For example, Three, Four, Seven (pause) Two, Five, Six (pause) Nine, One, Four, One.

    Say your number slowly, so the person can actually write it down without listening to the message again.

    This Month’s Tip

    The best times to call may be at 9:55 am and 1:55 pm. Try calling just before the hour marker when your connection might have a few moments before going into a meeting. Your conversation may be brief enough to set up the next call.

    Contact

    Let’s categorize your contact list and identify the most viable names. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll practice your pitch, so that it flows more naturally. You might even raise your phone game to more than two calls each day.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    Adapted from David A. Fields, The Irresistible Consultant’s Guide to Winning Clients

    Have You Googled Yourself Lately?

    Check your digital presence periodically.

    When you search for yourself online on a regular basis, you will review what you have posted on social media and also monitor how others may refer to you (excluding reviews).

    Many professionals create Google alerts for their names and the name of their company, which is a good start to monitoring your online presence. There’s more to establishing an effective alert system.

    If you haven’t already set up FREE Google alerts, follow these instructions.

    Go to Google.com/alerts.

    Enter the word or phrase for which you will create an alert in the indicated space.

    Click the arrow Show Options to set the parameters. Daily, Weekly or As it happens. I prefer daily.

    Sources is best set as Automatic, to include social media.

    For How many, select All results

    Finally, indicate the email address where you prefer to get these notifications.

    Click the blue button Create Alert. You have now set an alert.

    Click on the alert you just created to view the alert results. Congratulations.

    Now, raise the bar.

    Add a variant of your name, perhaps Beth for Elizabeth. You can also use your middle initial.

    Do you have a suffix, like Junior?

    Do you cite your degree: MBA, JD, Ph.D. or Esq.? Add that as a new alert.

    Create an alert for your company and also your website URL, of course.

    Make alerts for your phone numbers: office and mobile.

    Narrow the scope of your results by using the minus sign (-) to exclude others with a similar name. For example, there was a professor at Columbia University whose hyphenated name was Falk-Kessler, so my searches are -Kessler.

    Add your profession or business: accountant, consultant, attorney.

    Perhaps add your city.

    Raise the bar again.

    Follow these steps on the website Talkwalker, another FREE service. Many Public Relations professionals find Talkwalker gives more comprehensive social media results than Google.

    Start by creating an account at Talkwalker.com.

    Click on Create to set an alert.

    Similar to the instructions outlined above, set the parameters for Result type (Everything); Language (All languages); How often (Once a day); How many (All results) and Your email (enter your email address).

    Remember to create additional alerts on Talkwalker, similar to the ones you set on Google, for a broad view of digital references to you and your business.

    As good as these alerts are, you still should check online periodically. According to Shannon Wilkinson of Reputation Communications. “Checking weekly is a good policy. Clearing your browser’s history first will ensure you are seeing a true picture (otherwise you might be seeing an out-of-date cache your browser has autosaved).”

    This Month’s Tip

    Google has nearly 90% of the online search market in the US, but it is not the only game in town. Look also at Yahoo, Bing and DuckDuckGo. Yes, there will be considerable overlap. You may, nevertheless, be surprised by what you turn up there.

    Contact

    Let’s find out what people are saying about you on the Internet. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll create alerts and set calendar reminders, so you can easily track how you appear online.

    Click here to read prior issues of this newsletter.

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    The Reader’s Attention is Yours to Lose

    Broadcast on radio station WII-FM.

    You probably receive dozens of emails that begin like this:

    Hey Pat,
    I hope you’re doing well.

    My name is Morgan and I work for Megabucks Incorporated. We provide world-class services to companies like Name of Your Business.

    What’s wrong with this email?

    First, it presumes that you (the reader) care to have a personal relationship with someone you’ve never heard of.

    Second, it focuses entirely on the seller and not on the potential buyer.

    If you want to sell me something, you have to tell me:

    1. How you got my name
    2. How you learned something about my business
    3. How you know I have a problem
    4. How you can solve my problem because you have solved it before
    5. Bonus points when you explain how you can make me look good to whoever matters to me (my boss, CEO, CFO or even myself).

    I call this approach: The reader’s attention is yours to lose.

    I’ve used this idea in outlining my view of newsletters; now let’s apply it to promotional emails.

    Plus, let’s include the World’s Greatest Radio Station: WII-FM.

    You know that station. It’s the one all your contacts and prospects listen to every day: What’s In It For Me.

    To begin, every communication starts with one of the following four:

    Congratulations
    Thank you
    You or Your.

    You engage the reader’s attention by speaking directly to them.

    If you have not previously communicated with the email recipient, start by indicating how you learned their name.

    Your name came to my attention in a review of fellow members of the Name of Professional Membership Association.
    Or
    Your name was mentioned by our mutual contact, Parker Brown.

    This reference builds trust by establishing that you have a shared interest; here, you both belong to the same organization, or you were referred by a colleague.

    Now, demonstrate that you did more than create a merge mail. You actually visited their website or LinkedIn profile.

    As a professional focused on _____ , you usually _________.

    Introduce the problem that you observed in their industry, business or municipality:

    Small business owners in Metropolis are finding it tough to follow the new ordinance that employers not ask job candidates about their prior compensation when interviewing potential hires. Doing so may expose you to liability for asking an illegal question or discrimination.

    Explain how you can help:

    You can learn how to avoid a potential lawsuit or fine by reviewing these guidelines of questions that are and are not permissible under the new ordinance. (link to a page on your website).

    Clearly indicate the steps the reader should take next. If you want them to call you, email you, click on a link to download a resource, visit your website or book an appointment for a complimentary consultation, you must indicate the information or tools to do so.

    Accordingly, provide five key things:

    • your phone number
    • your email address in a link with a pre-formatted subject line
    • the link to the download without requiring an email address
    • your website URL
    • the link to your scheduling calendar.

    Beware. If you throw the reader a me-first pitch about how great my product is, it’s likely to bounce right back to you.

    The reader’s attention is yours to lose; accordingly, show you know something about them and give them a reason to keep reading and connect with you further.

    This Month’s Tip

    Confirm your emails speak to the reader. Read one of your recent emails to a potential client, or one you received. Highlight in red the words I, MY, WE, OUR. Then highlight in yellow the words YOU and YOUR.

    When you are done, the email should display more yellow words than red. If not, take a stab at inverting some of those sentences to address the interest of the reader. Here’s an example.

    Contact

    Are they talking about your emails on radio station WII-FM? If not, contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll focus on your reader. Once their attention is lost, you cannot get it back easily.

    Click here to read prior issues of this newsletter.

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    Use Reverse Engineering to Book More Podcast Spots

    Speak where your colleagues and competitors were featured.

    What is reverse engineering and how can you use it to get more podcast interviews?

    It means using deductive reasoning to grasp how an existing process accomplishes a task without performing the actual activity.

    For many people, it means working backwards from the result to figure out how to get to the beginning.

    For example, because I wanted to reach attorneys who listen to podcasts, I conducted an internet search for legal marketing shows. I looked for opportunities where I had not previously appeared.

    When reviewing a few episodes of each one, some guests stood out because they were colleagues or names I recognized.

    Now comes the step where you reverse engineer the process. Search online for these individuals to learn where they appeared on other podcasts.

    You may also look for Top Podcasts About Your Area of Interest or Best Podcasts About Your Area of Expertise.

    Ask an AI tool to conduct either of these searches on your behalf. Be sure to: keep the prompt narrowly focused on the designated peers and your preferred subject, as well as restricting the request to podcasts that have guests.

    Here I made note of where those colleagues had spoken and gathered information about those shows.

    On each of these newly discovered podcasts, I noticed whether someone had spoken about one of my preferred topics: media relations for attorneys.

    In almost every case, it had not been discussed or it was addressed long-ago.

    Bingo! Here was my opportunity. I contacted 24 podcast hosts and proposed I speak to their audience on the subject of how attorneys might introduce themselves to reporters.

    The payoff came quickly. I recorded three podcasts in three days and continue to book more appearances. Plus, some of the hosts themselves have indicated an interest in my services.

    This Month’s Tip

    Podcast hosts are always looking for guests; accordingly, write an email to the host that shows why YOU would be a great resource to their audience.

    1. Refer to your shared interest in the subject that is the focus of the podcast and mention that you have listened to previous episodes.
    2. Cite one that is closely aligned with your proposed topic or name a colleague who appeared on the show.
    3. Indicate how you will provide a fresh look at a specific subject.
    4. Remember to state you will actively promote the episode to attract more listeners.

    This approach will make you a highly attractive guest.

    Contact

    It’s time for you to step up to the mike and be on a podcast. Consider which shows are most relevant to your audience and conduct preliminary research. Then, contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll reverse engineer the podcast universe and introduce you to hosts with a compelling pitch that will put you in the guest seat.

    See also: How YOU Can Be a Podcast Guest and It’s Showtime! Prepare for a Podcast.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    Note: When this post was published on April 1, 2022, it referred to a website, Owltail, that was a database of podcasts, hosts and guests. It no longer exists. The content has been lightly revised to address the use of AI.
    Image credit: www.ongineering.com

    Attn: Women (and Men) Who Want to Be Quoted in the News

    Proactively reach out to reporters.

    When you see someone quoted in the news, talking about aspects of your business, do you think,

    Why are they talking to HER and NOT ME?

    The answer is Reporters call the people they know; they don’t call someone they never heard of.

    How can YOU be the one reporters call?

    Simple. Introduce yourself to journalists as an authoritative, reliable AND accessible source who has insights that others in the industry or the local area need to hear.

    Recently, I’ve spoken to groups of women professionals and shared the following statistics from Bloomberg News, one of the top tier media outlets that actively seek women as sources. (Men, feel free to share this newsletter with your female colleagues.)

    Bloomberg maintains a database of women who are leaders in business and finance.

    In 2018, there were 500 women listed in the dataset.
    In 2020, there were 6,500 women in the database.

    In fact, the news organization has a New Voices initiative to identify top women and provide them with media training.

    Here’s the outcome of these efforts:

    • In 2018, their top news stories quoted women 2.3% of the time.
    • In 2020, 17% of the sources were women.

    On Bloomberg TV:

    • In 2018, women sources appeared 10% of the time.
    • In 2020, women were 27% of interviewees.

    It’s not only Bloomberg. The New York Times wants to publish more Letters to the Editor from women and The Financial Times is tracking when news stories quote too many men.

    Let’s see how you can contribute to this upward trend.

    This Month’s Tip

    Being contacted by a reporter is like the lottery; you have to be in it to win it. Use a Media Profile to introduce yourself to journalists as someone who has her finger on the pulse of the industry. Think of trends that you see looming on the horizon. Consider big picture ideas that will spark interest in your insights. Is there an upcoming deadline that companies must meet? Anticipate how this may impact businesses in a specific industry or local area. Your ideas should help an individual, business owner or an executive to Save Time, Save Money or Make More Money.

    Contact

    There’s a reporter who wants to talk to you, but she does not yet know who you are and which vital insights you will tell her readers and viewers. Start composing your Media Profile. Then contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll polish your calling card for the media so YOU will be the ONE reporters call. 

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

    NEW E-book: Create and Monitor Your Marketing RBI

    Play a winning game with these five ways to grow your business.

    You may recall I wrote about the five ways to attract business in June 2017. Your Marketing RBI (Runs Batted In) has these components:

    1. Networking
    2. Speaking
    3. Writing
    4. Participating in the trade association of your target market
    5. Extending your digital presence

    I’ve spoken on this aspect of Marketing in presentations to groups of accountants and attorneys, as well as on podcasts.

    More recently, I wrote a series of six articles for the PLI Chronicle Insights and Perspectives for the Legal Community, a monthly publication produced by the Practising Law Institute.

    Naturally, these ideas have evolved over time.

    I have now revised those articles and presentations, assembling them in an e-book of more than 50 pages.

    It’s chock-full of detailed instructions, examples and best practices that apply to professionals who are accountants, business owners and consultants, not only attorneys.

    Now, this guidance is offered to you and others in a general audience who might benefit from these strategies. The e-book is available for purchase for $9.99 via Venmo.

    Here’s the Table of Contents so you’ll see what you’ll learn.

    This Month’s Tip

    Try ALL FIVE strategies and then focus on the ones where you feel most comfortable. Networking may be your favorite and speaking may give your stomach butterflies. Or vice versa. The e-book gives examples of how you can take some practice swings and become more comfortable with the approaches you don’t ordinarily use.

    Contact

    It’s time you stepped up to the plate and took a swing for the fences. After you place your order and purchase the e-book on Venmo, contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll explore which of the five ways to grow your business will most improve your Marketing RBI. 

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Lose Excess Fat (Verbiage) in 2022

     Put your website on a customer-focused and active verb diet.

    Here’s a new way to look at the perennial new year’s resolution to lose weight and get more exercise.

    Energize your website.

    Trim the word count and make it easier for the reader to:

    • see you understand their problem or situation
    • scan your offerings
    • be directed to contact you.

      Follow these steps:

      1. Cut flowery adjectives and overly self-promotional adverbs.
      2. Use bullet points and numbered lists to make the content more scannable.
      3. Generate interest with active verbs.
      4. Divide sections with subheads in bold font.

      Take out your red pencil and start editing.

      This Month’s Tip

      Focus on the reader. Shift the focus of your content from I and WE to YOU. That helps the reader connect with you and hear you talking directly to them.

      Promote the benefit of working with you in the first half of the sentence and then explain how you will get the job done in the second part or the following sentence.

      Consider this customer-focused discussion:

      As a client, you will minimize operational costs by tapping our industry expertise and proprietary software. (16 words)

      Instead of self-promotion:

      We combine our expertise in the industry with a proprietary software system, in order to offer highly useful services for your company to effectively minimize operational costs. (27 words) 

      Contact

      Too many words can weigh your website down. Ask me to perform an edit in a Complimentary Strategic Communications Consultation. Let’s use a red pencil to cut away the fluffy adjectives. Then, enliven the content with active verbs, bullet points and numbered lists. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together we’ll shed that fatty verbiage and kick off 2022 with your re-energized website.

      See also: Your Less Than Perfect Website Costs You Business

      Click here to read prior issues of this newsletter.

      Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Work Up Your Workshop in a New Format

     Use video and writing to re-distribute your ideas.

    Congratulations on a terrific workshop presentation.

    Celebrate today. Get back to refining your content tomorrow.

    It’s not one and done.

    Here’s how you can re-purpose it in a new format; click on the blue text for more details:

    Capture highlights of the recorded session in segments of up to three minutes. Write a two-sentence overview for each clip. Post the text with the video clip on your website, LinkedIn, Facebook and X (Twitter).

    Record a voiceover of a few slides and post the mini discussion.

    Create a tip sheet of best practices, a quiz or a checklist with your contact information and branding. Save it as a PDF and offer it as a downloadable file on your website. Share it on social media platforms as well.

    Include the links to the video clips and tip sheet in your email signature . It’s your free space to promote yourself, so use it.

    Introduce yourself to the media as a source for comment on the hot topic or industry trend you discussed. Tell reporters at industry publications the best practices that will help others in that sector save time, save money or make more money.

    Partner with a client, referral source or a colleague in  a related field to broaden the perspective when pitching the media.

    Does the content lend itself to a case study? Use the P A R I approach to recount the issue. Describe the Problem or Present situation, Action that you took, Result in the short term and Impact over the long term.

    Contact podcast hosts , who are always looking for authoritative sources to comment on timely subjects.

    Exercise your creative spirit with an infographic.

    Write an article for your newsletter — and propose an article for the newsletter of an organization where you are a member.

    Do you have a blog? You know what to do.

    Here’s how I followed my own advice, after leading a workshop on best practices for LinkedIn. I wrote the e-book pictured above.

    This Month’s Tip

    Turn your presentation into an e-book. I had wanted to write an e-book about using LinkedIn for a while. When I prepared a workshop on the subject, I finally pulled my ideas together. Now you see the result. Here’s the link to get your copy. And yes, I would love to give the presentation to your group.

    Contact

    Look through your recent presentations for sleeping golden insights. Let’s consider which format is most appropriate to spread the word more widely. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Together we’ll give your workshop a workout and get it into shape for a new audience.

    See also: C O P E: How Writing Can Re-Broadcast Audio

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Start with the End

     It’s both logical and counterintuitive

    When people ask me about writing a press release, I suggest they start with the end. What do you want the news story to say?

    Here’s why:

    The reporter may be too busy to call and get more information. Therefore, make sure that any information you want to see in the resulting news article is included in the press release. Otherwise, it might not get into the story.

    Now, let’s apply Start with the end to other situations.

    Writing an article: It’s a well-scripted discussion that lets the reader know at the outset which topics will be reviewed and analyzed.

    Perhaps you have had the experience of writing a draft and, in the process, you veered off on another track. You continued to develop this new thought and now you’ve arrived at a conclusion you had not anticipated.

    You have two choices:

    1. You can go back to the introduction and revise it to make it follow the new train of thought; or
    2. You can keep the original idea and turn it into an additional article.

    Networking: Elise Holtzman suggests you prepare for a networking conversation by answering this key question: What do you want your new contact to say about you when the interaction is over?

    As a business coach for attorneys, Holtzman advises you compose your elevator pitch with an ear to capture the listener’s attention and succinctly cover key points about your business.

    I agree; ideally, the new connection will remember an element or two of your pitch and then pass your name on to someone else. That person may be a colleague, employee, supervisor, family member or even a casual acquaintance. But if there’s nothing memorable about you, there will not be a next conversation with a potential client or referral source.

    Speaking engagement or Podcast: Similarly, Diane DiResta counsels “At the end of the presentation, the audience will __. That answer is your outcome.” (2:18-2:32)

    DiResta is a speech communications coach; she advises once you have decided on your outcome, you build the points of your presentation around that outcome to achieve a focused discussion.

    This Month’s Tip

    Help the reader or audience achieve the outcome. Now that you’ve educated the reader, listener or attendee, in most cases, your goal is for the person to contact you for your product or service.

    When you want someone to give you a call, send you an email, visit your website or download a report, you have to provide them with the essential mechanism to take that step.

    • Include the phone and email address of the contact on the press release.
    • Indicate your website URL and email address in the author’s bio of your published article.
    • Exchange business cards at the networking event and invite the new contact to subscribe to your newsletter, when you have one.
    • Distribute a tip sheet or marketing literature with your contact details at the venue where you speak.
    • Mention your website and a free download in the podcast.

    Remember, that news story, the article you wrote, the business card and networking conversation, plus the giveaway and theme of your presentation are more likely to travel further when you make them engaging and easy to share.

    Contact

    Where will you start your elevator pitch, press release, article, presentation or speech? Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Together we’ll start at the end to find the appropriate beginning. 

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Choose Your Pandemic Holiday Card

     Take a stand: Printed card or E-Card

    October is the time to plan for your holiday greeting card mailing.

    It’s that time of year and you must make a choice: printed card, as you probably have done in years past, or e-card.

    I am sticking with my annual e-card greeting; here’s why I hope you will join me.

    Address: You already have the recipient’s email address. With contacts working from home or even undetermined remote locations, you may have to ask them outright for their mailing address to ensure the card is sent to the correct location. That might be an awkward conversation you’d rather avoid.

    Share-ability: The person working away from their office will not post the card on their door, nor display it on their credenza, where other colleagues and visitors might see it. An e-card is easily forwarded to other team members.

    Budget: The cost of an e-card is minimal to free. Find an appropriate photo or image on one of the many websites where photographers and artists make their work available for free. Compose some heartfelt greetings acknowledging your valued relationship with those on your list. You might even lightly commiserate that you’ve missed them and look forward to seeing them in person soon.

    Assemble the image and holiday text in an email newsletter, compile the email addresses, and you’re good to go. Total out-of-pocket cost: $0. Only your time, or that of your staff.

    Savings: Think of how you can better spend your time and money without:

    • Directing a graphic designer or purchasing a card from a catalogue;
    • Printing mailing labels;
    • Stuffing the envelopes, applying the address labels, adding postage stamps and hauling the whole pile to the post office; and
    • Bemoaning the waste of paper that has a shelf life of less than 30 days.

    As a subscriber, you may recall I sent an e-card with a Holiday Haiku. This poem is consistent with my services as a writer who tackles the challenge of a 17-syllable verse with a change of mood and reference to nature.

    Because no one sends a similar card, it attracts attention and prompts appreciative replies.

    Those may be some of your objectives, too.

    This Month’s Tip

    Refer to the holiday season without specifying the observance of a specific faith. In America’s culturally diverse society, you can not assume that others celebrate the same holiday as you, whether Christmas, Chanukah, Kwanzaa or Diwali. Popular images include candles, which brighten the darkest months of the year and are prominent in each holiday. Photos of winter scenes are also appropriate.

    Contact

    Especially now, due to the pandemic, everyone has missed close contact with the members of their circles. Re-connect with as many people as you can. A simple e-card will start the conversation.

    Let’s brainstorm some ideas for an image and a warm greeting that align with your business and will resonate with your connections. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Together we’ll greet your contacts, cheer the holiday season and celebrate the promise of the New Year. 

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Is Your Client List Scannable?

    Organized

     Show your industry expertise and make it easy to find familiar names.

    Your website displays a list of clients demonstrating your experience in a specific industry or situation.

    Think about the reader who arrives at your website and reviews the list.

    She wants to make sure you can solve her problem because you have worked with others in the same field or have managed a similar issue recently.

    Make it easy for the reader to confirm you are the professional she seeks.

    List your clients in a way that showcases your successes in the industry.

    Prove that you can satisfy that nagging need.

    For example, an accountant in a beach resort community highlights her small retail business clients; they serve the same market and experience the same seasonality of revenue:

    • amusement parks
    • hotels
    • restaurants
    • souvenir shops.

    In contrast, a graphic designer focuses on types of projects:

    • brochures
    • business cards and stationery
    • logos
    • website designs.

    Within each category, the accountant and designer cite the actual clients, in alphabetical order, so the reader can easily find a name that is familiar.

    Don’t simply assemble the entire list of names by alphabetical order or the chronological order in which you began working together.

    This Month’s Tip

    Take the reader by the hand and guide them through the list by using categories. Don’t make them scour the list in search of a name that aligns with their business or problem.

    Now, imagine you are a pediatric dentist looking for a marketing consultant to promote your newly opened practice. Two marketers post their client lists on their websites. Review these lists, alphabetical and categorized, and see which one appeals to you:

    Brown Heart InstituteNatural and Organic
    City Historical MuseumNatural Health Consultants
    City HotelNeighborhood News Magazine
    Dad’s Wine CellarOkinawa Sushi
    Dynamic Dance TroupeParent Monthly
    Eastern BreweryPediatric Center
    Kevin’s KitchenPierogis and Pasta
    Local Wine BarRobertson Resort
    Metropolitan MagazineState Film Festival
    Mountain InnTony’s Hideaway
    - - - - - - - - - - - - - - - - - - - -
    ARTS AND CULTUREHEALTH AND WELLNESS
    City Historical MuseumBrown Heart Institute
    Dynamic Dance TroupeNatural Health Consultant
    State Film FestivalPediatric Center
    BARLODGING
    Dad's Wine CellarCity Hotel
    Eastern Brewery Mountain Inn
    Local Wine Bar
    		Robertson Resort
    DININGTony’s Hideaway
    Kevin’s KitchenMEDIA
    Natural and Organic Metropolitan Magazine
    Okinawa SushiNeighborhood News Magazine
    Pierogis and PastaParent Monthly

    As a pediatric dentist, which marketing consultant displaying these clients has the experience you seek?

    I would contact the person with the categorized list. It shows she has worked in health and wellness, including children’s health, plus she is connected to a parent magazine.

    Sadly, that relevant experience is obscured by the bars, restaurants and hotels in the alphabetical list.

    Contact

    Which of the two examples does your client list resemble: alphabetical or categorized? When a reader scans your list for a certain industry or problem in their business, will they find it right away? Let’s review your client list and find the best way to display your experience. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Together we’ll re-organize the names or projects of your clients, making the list scannable for website visitors, and, perhaps, viewers of your LinkedIn profile. 

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    This discussion was prompted by the client list on the website of a networking contact. I wrote a LinkedIn post about it in January 2021, without naming the site. The website owner thanked me and promised to update it soon. Sadly, there is no change as of September 2021. Take note of that example.

    Make it Easy to Say YES. Make it Hard to Say NO.

     Don’t let the reader walk away without connecting or downloading a sample.

    Everyone has a business problem and you might represent the solution to their concern. That’s why you have:

    • a website
    • a LinkedIn profile for yourself and also for your company
    • a Facebook page for your company
    • an X (Twitter) account, Instagram, etc.

    You use the Internet platforms relevant to your target market so that you can be found.

    It’s a strange phenomenon. People will check your presence online to confirm that you are the professional that they heard about, regardless of how your name came to their attention.

    Even though they know that you (or someone you hired) wrote every word, the text somehow seems factual when viewed on the Internet. It doesn’t seem like marketing, although it is.

    Wherever and whenever you can, show you are the right person to take on an assignment.

    Deploy a more subtle form of self-promotion.

    Create and share materials that demonstrate YOU are the resource that you claim to be:

    • your newsletter
    • articles
    • samples and tip sheets
    • blog
    • speaking engagements
    • testimonials and recommendations
    • list of clients by industry

    This is where my refrain Make it Easy to Say YES. Make it Hard to Say NO comes into play.

    When a potential client sees that you have:

    • a newsletter, article, blog post or webinar about solving a problem similar to the one they face
    • a checklist they can share with a colleague, supervisor or family member
    • a former client in their local market or industry

    they will consider YOU as a potential resource to solve the issue.

    They will not leave your site or LinkedIn profile empty-handed, because they will have engaged with your materials and the proof of your success, on some level.

    They will be prompted to call you, send an email, sign up for your newsletter or download helpful information.

    On the other hand, when you don’t display these enticements, you effectively allow someone to set you aside and turn instead to the consultant or company that does provide such samples.

    This Month’s Tip

    How will the visitor to your website or LinkedIn profile confirm you are a trusted resource?

    • Make it easy to contact you by putting your phone number and a link to an email address on EVERY PAGE of your website, in addition to a Contact page. Simply place them in a colored border at the top of the page. Put them on your LinkedIn profile, Facebook page and other digital assets, too.
    • Display ALL your newsletters on your website, not only the current issue. (The person you met in July may find your March newsletter of interest.)
    • Create a downloadable tip sheet, with your contact information and logo. (You may choose to require an email address first.)
    • Save your published articles and guest blog posts as PDFs with the notation As previously published and the appropriate copyright. Assemble them in one place on your website for easy download.
    • Create a list of your appearances on podcasts and speaking engagements.

    Contact

    How quickly can someone say YES to YOU? Review this checklist to confirm your contact information is omnipresent on your website and other digital assets. Confirm that your newsletter, articles and tip sheets are clearly displayed and promoted. Contact me at Janet@JanetLFalk.com , book an appointment here or call me at 347.256.9141. Together we’ll make it easier to say YES to your services.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Image credit: Cleanpng

    Are You Stuck Inside the Four Walls of Your House?

     Question the status quo.

    Sometimes you — or your clients — live within the four walls of a house.

    You speak the same language and jargon.

    You see things the same way.

    You may not realize how people outside your house view what’s going on inside.

    That’s where communications professionals and consultants come in.

    We bring an outsider’s perspective and observe the situation in a new way.

    We translate what clients are saying and doing inside their house on behalf of people outside those four walls.

    We share it, focusing on the benefit to others.

    We tell the people inside the house what the folks outside it are thinking and saying.

    We open the doors and windows and bring in fresh air.

    Watch out for We’ve always done it this way thinking.

    A Halloween festival was held in late October each year. Children trick-or-treated door to door and received snacks. There were old fashioned games, like bobbing for apples in a barrel and nibbling apples suspended from tree branches on long strings.

    The fun of this event was threatened by its own success. In the excitement to participate, pre-school age children were being bumped and trampled by their older siblings.

    To promote visitor safety, I proposed the event be scheduled in two shifts. Children under age five would attend from 1:00 to 2:30 pm. School-age students would arrive at 4:00 pm. During the break, staff would re-stage the activities and replenish the food that had been consumed by the attendees.

    This approach was very successful. Not only was it safer for the smaller children, the two shifts generated even greater visitor attendance! That additional revenue more than covered the cost of the extra snacks and increased staff time.

    Look around your own house, or the house of your client, and ask Why have we always done it this way? Is this the best way?

    Consider inviting someone with a new or outsider’s perspective to peer into the house and share their observations.

    This Month’s Tip

    Are you doing things the way they have always been done? Take a closer look at the rationale for following the ways of the past using the five W’s:

    • Who said this is the way to do it? (Perhaps it was someone who’s long gone.)
    • What will happen if it’s done differently — or not at all?
    • When must a change be made? (Is there a deadline?)
    • Where can you gather support (buy-in or funding) to make a change?
    • Why will a new way be better?

    Contact

    Take a fresh look at what’s going on in your house. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Together we’ll open the doors and windows with a new perspective.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Image credit: Cleanpng

    Improve Your Voicemail Greeting

     Make it more responsive to callers.

    Now that you and others may be going back to the office, you can expect more calls at your workplace phone.

    It’s time to listen again to your voicemail greeting.

    We’ve been following voicemail prompts since 1984. There’s hardly a person alive today who has not heard a recorded voicemail greeting and does not know how to leave a message.

    “Hi, this is Griselda. Thank you for calling. Your call is very important to me. I’m sorry I’m not here to answer your call right now. I’m either on the phone or away from my desk.”

    Don’t spend the first precious 10 seconds of your recorded phone message by ingratiating yourself with the caller.

    Don’t create a delay for the caller and waste her time.

    Instead, cut to the chase and let her know how she can reach you, in case her call is urgent.

    She simply wants to connect with you, leave an important message and then get on with her day.

    People have been using voicemail for ages; they know perfectly well you are not answering the phone because:

    • you are on deadline
    • you are in a meeting or on another call
    • you are ducking robo-calls.

    Time is our most precious resource.

    Callers want to ask you a question and, if you are not immediately available, learn when you’ll be available to answer it. Make it easy for them with a recorded message that’s short and sweet.

    This Month’s Tip

    Try this approach to improve your recorded voicemail greeting:

    1. State your name (and company) so the caller can confirm she reached the party she seeks.
    2. Invite the caller to please leave a phone number and message. State that you will return the call as soon as possible.
    3. If this is your office landline, consider leaving your cell phone number — enunciated slowly and perhaps repeated — so the caller might text you or reach you at that number, in case it is an urgent matter.
    4. Here’s how you can say your cell phone number at a pace that others can follow. Write the number as words; mine is three-four-seven-two-five-six-nine-one-four-one.
    5. (Variation) When you are out of the office on travel or in a day-long meeting, you may not return the call promptly. Indicate that callers should expect a delay for your reply call and/or direct the call to a colleague and provide their number.

    Contact

    Have you listened to your voicemail greeting lately? Give yourself a call now (I’ll wait) and see how it measures up to the format suggested above. If you need help to create a caller-responsive message, contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Let’s write a script and re-record your voicemail greeting with the caller’s convenience in mind.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Image credit: PhotoDune

    Raise Your Virtual Networking Game

    Be active and show you are accessible.

    Networking has always been a vital component of your marketing.

    With a year’s experience of networking online under your belt, consider these FIVE best practices to strengthen your presence in virtual networking groups and improve your activity.

    1. Customize your virtual background. Use the space of your box to display information about your company and how to contact you. Many templates are available online at Canva.com and other sources.

      You can see the difference a custom background makes in the array below.


      In the top row, I’m in the second box; my contact information is displayed and legible to the attendees (although blurry in this photo). Only a few other people, like the woman in the fifth box, also have a custom background; see how her orange logo stands out.

      In the bottom row, the man in the third box put his company’s logo smack dab in the middle of the screen. Notice that his body completely obscures the logo until he shifts his position.

      Don’t miss this opportunity for promotion. Consider the virtual background to be a frame and position your company name and contact information accordingly.

    2. Be prepared when the large group disperses into breakout rooms. Everyone in the small group is looking at the other participants, wondering who’s in charge of the discussion.

      Step up to the plate and YOU take charge. State your name and your profession. Then say “I’m going to give my elevator pitch and put my contact information in the chat. Next, I will call on each of you in turn to do the same. Here we go.”

      After you and the others have participated in the round of introductions, ask a question that will invite responses from all the members. You can focus on a problem that you are facing in your business, or ask about something that is related to your services. For example, I usually pose a question about how people are promoting their business; that opens the door for me to share an aspect of my Public Relations and Marketing background.

    3. Craft an effective elevator pitch. It should be 30 seconds, which is 75-84 words. Summarize a skill or a recent client success. Mention your target client or referral source. Remind the audience to contact you.

    4. Use the chat to connect with others in the meeting. Send a private message to those you know and reach out to those you want to meet. Save the chat by clicking the three dots in the lower right corner in Zoom.

    5. Commit to attending more networking groups and being an active participant. Invite your clients and referral sources to the groups you attend and ask to be invited to their groups. You will all expand your circles of contacts.

    These five tips are designed to help you boost your participation and outreach in virtual networking events. For more ideas, please contact me and I will be glad to deliver a presentation to you and a group, a minimum of FIVE attendees, for a modest fee.

    This Month’s Tip

    Prepare in advance to share your contact details. You can easily copy and paste your name, email and phone in the Zoom chat, preferably in the middle of the networking session, when everyone has arrived and settled in. For example:

    Janet Falk
    Public Relations and Marketing Communications
    www.JanetLFalk.com
    Janet@JanetLFalk.com
    347.256.9141

    Save this contact information block as a DRAFT email to keep it handy. You’ll never worry that you typed so quickly you dropped a digit from your phone number.

    Contact

    Does your elevator pitch pack a punch? How does your virtual background display? Check in with me for a test drive over Zoom. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Let’s work together to make your virtual networking success a reality.

    Click here to read prior issues of this newsletter.

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    Don’t Scroll on LinkedIn. #Hashtag. Filter. Read.

     That way, you decide what you will review, not the algorithm.

    Perhaps you scroll through your LinkedIn feed by default.

    Many people simply allow the LinkedIn algorithm to select among the posts of the hundreds of people to whom they are connected.

    The algorithm chooses posts and organizes them in the order of what your connections:

    • have written
    • have shared
    • have commented on
    • have liked

    Some LinkedIn specialists, like Ed Han, encourage people to “be deliberate about your engagement. . . . This is how you train the algorithm.”

    I disagree with Han and take a hybrid approach to reading posts on LinkedIn. I scroll sometimes.

    Most often I actively search for certain topics by using hashtags.

    Here’s how to locate the posts of greatest value to YOU. Type keywords or hashtags into the search bar in the upper left corner, next to the blue in square, as outlined in red. Hit enter and on the next menu click Posts.

    Voila! A list of posts on your topic of choice. Additionally, you can use the option to Filter by 1st connections, Date posted and other criteria.

    For example, I am interested in email marketing, so I check on that topic periodically. I filter by 1st connections, so I can keep up with what my esteemed colleagues have to say on the subject.

    I now see their latest insights. I can share these ideas with my clients and implement these best practices in my own email newsletter.

    By actively seeking the content I prefer, I avoid being inundated with posts that are not especially relevant. It’s fine to learn about an upcoming legal conference or that a contact seeks a paralegal, but I usually have other things on my mind.

    I encourage you to follow my lead. Be proactive in the limited time you dedicate to reading posts on LinkedIn. Filter for the topics of greatest value to YOU.

    Remember, you can continue to scroll and wrestle with the algorithm to refine it. By sharing, commenting and liking posts by others, you will narrow the scope of your feed.

    This Month’s Tip

    #Hashtag. Filter. Read. These simple steps are the best way to select the most relevant posts. Another quick way is to click on the arrow in the upper right corner of your LinkedIn feed labeled Sort by. There are two options: Top and Recent. See which one works best for your interests.

    Contact

    Try this #Hashtag. Filter. Read approach. Let’s have a quick Zoom chat with a shared screen, and I will walk you through the process, so you can learn to strategically select LinkedIn posts that align with your interests. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Let’s get a higher return on the time you invest in reading on LinkedIn.

    Click here to read prior issues of this newsletter.

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    Your Daily Pie of Time

     How many slices will you cut and what are their sizes?

    Imagine all the activities you perform — daily and weekly — as slices of a pie.

    • Your job
    • Household maintenance
    • Socialize with family and friends
    • Religious worship
    • Exercise
    • Reading and other hobbies
    • Volunteer

    Look. Your pie is completely sliced up.

    Now, you decide that, to grow your business, you should take a class.

    But how? Your time is all fully allocated. Cutting another piece in the pie will make the other slices smaller.

    Here are your choices: skipping, tackling one more thing, dropping and outsourcing.

    1. You can skip the class. You’ve gotten this far without it, so you rationalize that you don’t really need it.
    2. You might tackle the class on top of everything else you have on your plate. That may not turn out so well. You’re already working at full capacity and you do want to learn the material. You have high standards for yourself.
    3. You could drop one activity, even though it’s good for your mental or physical health.
    4. You might outsource something. Hand it over to a person who knows how to do it better than you and probably charges a lower fee. For example, perhaps you hire someone to take care of the weekly laundry and housekeeping.

    You probably have ordered a meal or two for take out in recent months.

    Consider that is outsourcing your food preparation.

    By doing so, you did not shop, chop, cook or clean up the kitchen to make that delicious dinner.

    Do you feel inadequate that you outsourced your meal preparation?

    Not at all. You think you are smart. In fact, you applaud yourself for supporting local restaurants during an economic downturn.

    Now, consider your business as Your Work Pie of Time:

    • Executing client projects
    • Meeting with clients and staff
    • Keeping up with client industry trends
    • Professional development
    • Marketing your business
    • Networking with colleagues and referral sources
    • Mentoring employees

    Look, that work pie of time is fully sliced also.

    Consider which of the four approaches above – skipping, tackling one more thing, dropping or outsourcing – would be most helpful to manage the work pie of your time.

    This Month’s Tip

    Saying NO to one activity means saying YES to something else. Make a list of the many projects and tasks on your plate. Prioritize them by client score. That is, are they necessary for current clients? Will they attract future clients?

    When you prioritize the activities from your Work Pie of Time, you will see which ones are the best use of your valuable time. Some can be handled by others and some may even be set aside, not to re-surface for a while. That’s okay. Not now does not mean never.

    Contact

    Want to take some Marketing tasks off your plate? Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141 so you can help yourself to another slice from your Pie of Free Time.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Give and Take

     It’s better to give than receive.

    You may remember past discussions of your Marketing RBI, as well as how you can team up and support a client.

    Consider how these five activities create a framework for you to give, whether to clients, referral sources, colleagues or assorted contacts in your circles:

    • Networking: Identify two contacts whose professions are aligned or who share an interest. Before you introduce them, ask these connections for a three-sentence bio. Make sure they are not already acquainted and confirm their interest in a future chat. Share the bios and arrange a three-way video call. This will give your contacts an opportunity to expand their circles and you will catch up on their latest activities. You can encourage them to meet without your participation, of course.
    • Speaking: Team up with a client or a referral source to speak on a podcast or present a webinar. If you’ve recently appeared on a podcast, introduce the connection to the host, who is always looking for guests for the program.
    • Writing: Bring a case study to life in an article for a trade magazine. Propose a co-authored article to a client, colleague or referral source. You do most of the writing; having them as a co-author enhances your credibility to the editor of an industry newsletter.
    • Participating in the trade association of your target market: Promote the organization’s next activity by sharing the event announcement in your LinkedIn groups. Invite a connection to attend the program and arrange a follow-up conversation after the event. You can also share an article from the association’s newsletter as a post on your LinkedIn profile and other social media accounts.
    • Extending your presence online: Plan to post on LinkedIn twice a week. Write a LinkedIn recommendation for a colleague or vendor. Comment and share your contacts’ posts, so they’re visible to more people. Spread the word on Facebook and X (Twitter), if your connections are active there.

    Now that you’re prepared to give, what about the TAKE part of the equation?

    According to Wharton professor Adam Grant, it’s not about taking at all.

    Instead, it’s about RECEIVING or MATCHING.

    In other words, when someone gives to you in one of the ways outlined above, you graciously receive their offer. Later, perhaps, you create an opportunity to reciprocate. You match their gift and perform a service for them in return.

    This Month’s Tip

    Create a giving appointment in your daily calendar. Research shows that keeping a gratitude journal for 15 minutes a day, three times a week, can enhance your feeling of happiness. By giving to others in your professional circles, you will give them a boost that supports their business, plus improve your own mood.

    Contact

    It’s GIVE and Take, not TAKE and Give. There are many ways to give. Let’s look at your Marketing RBI and discuss the opportunities where you feel most comfortable giving to clients, colleagues and referral sources. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141 to get on the giving path.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Speak Up to Increase Your Word of Mouth Success

     You may recall I’ve written about word of mouth (WOM) as a source of business.

    That discussion focused on the randomness of passive WOM as a marketing strategy. (See Up with Referrals! Down with Word of Mouth.)

    In a conversation with David Leta of The Business Image, I recently learned that WOM can be intentionally exploited as well.

    What makes WOM powerful? Three qualities work singly or together:

    • Unexpected
    • Memorable
    • Sharable

    Unexpected is when someone you trust spontaneously tells you about a resource or shares an anecdote that relates to your present situation.

    Memorable is a way to hold onto an idea, name or item, such as a tagline.

    Shareable is a resource or a story that the listener could easily recall and pass on to another.

    Don’t wait for someone to mention you. Make it happen. Induce others to start talking about you or add your name to the conversation that is underway.

    Make yourself unique in an unexpected, memorable or sharable way.

    This Month’s Tip

    Consider how you can intentionally create more word of mouth.

    1. Unexpected: Be alert to opportunities to refer business to your contacts. One hand washes the other and soon that person may think of your practice or business.
    2. Memorable: Compose a tag line that creates impact. A visual image, such as a computer repair service’s We make house calls, suggests a tech will visit your home. Perhaps an acronym: ASAP can mean As Simple As Possible.
    3. Sharable: Have pithy anecdotes on the tip of your tongue that illustrate your services and the value you create for others.

    Contact

    Let’s give them something to talk about. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Together we’ll devise themes that you can disseminate to actively promote word of mouth about your business or practice.

    Click here to read prior issues of this newsletter.

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    Tell Reporters Your Predictions for Next Year

     

    What a year it’s been!

    Between the pandemic, climate change and elections, executives in many industries have been tossed on stormy seas and are struggling to right the ship.

    Now, reporters at the industry publications your clients read are seeking ideas for a year-end article.

    The focus is highlights of the year ending and predictions for the next year.

    Industry advisers, observers and attorneys will definitely be quoted in these news articles. Here’s how you can be one of them.

    This Month’s Tip

    Consider the industries in which your clients operate.

    Extrapolate from the obvious topics of the new administration and the pandemic to develop incisive themes with bottom-line consequences.

    Look at:
    • Trends
    • Competition 
    • Consolidation
    • New technology
    • Regulation
    • Legislation 
    • Litigation

    My e-book, How YOU Can Be the One Reporters Call, walks you through the process of introducing yourself to a reporter.

    Plus, the Appendix has questions you might answer to develop these themes.

    Contact

    Will you be the source quoted in the year-end news story? Only when reporters know who you are. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Together, we will gaze into your crystal ball and deliver a newsworthy forecast.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Vote. Vote for Email and NOT for Social Media

     Email has the highest ROI of all marketing activity. 

    If you do not already have an email newsletter, it is (past) time to launch it.

    Research reports that consumers prefer to hear from service providers, vendors and brands by email. 

    Email delivers to your subscribers 90% of the time; compare that success rate to Facebook posts, which are seen by only 2% of your friends and LinkedIn, where 9% of your connections see your posts. In other words, more than 90% of your contacts do NOT see what you post on social media, but they WILL read it on email.

    More than half of consumers (53%) check their email on their smartphone, making subscribers open to viewing your message, regardless of their location in the moment they receive it and read it.

    Accordingly, it’s vital to tailor the content of your newsletter and ensure that it displays well on a smartphone.

    If you DO have an email newsletter, here’s a list of best practices to review and see how yours compares.

    This Month’s Tip

    Email is the way. Whether the email newsletter is read that same day or at another time, the subscriber sees your name and mentally records the fact that you entered their In box. Now that it is more difficult to conduct business face to face and in person due to COVID, it is imperative that you remain top of mind among your connections. When relationships are reinforced by periodic email, it is more likely you will be remembered for a future contact or receive a positive response to your next phone call.

    Contact

    What is the status of your newsletter? Let’s review your strategy, content and format to make the most of your outreach. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Elect to capture the eyes and mind of your subscribers and move them to choose you as their next partner.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)
    Image credit: PhotoDune

    Turn Your Holiday Card into a Gift

     Transform your marketing budget as a donation. 

    Will you send a greeting card to clients, vendors and colleagues in December?

    This year, consider re-directing the money for the holiday card to a nonprofit organization that needs your support.

    • Pick one that aligns with your profession, perhaps an art museum for a graphic designer or a legal assistance group for an attorney.
    • Select a hospital in recognition of the tremendous efforts by its staff to care for COVID-19 patients, like my mother.
    • How about that park or botanical garden where you refreshed yourself in nature after a long day working from home?

    Any and all donations will be welcomed by the nonprofit group, which is struggling to meet increased demand for services with lower income.

    This Month’s Tip

    Send a holiday e-card to your many contacts. A simple text conveys greetings for the holiday season, plus the note that you have made a donation to Nonprofit Group in their name, in appreciation of your relationship.

    Contact

    You may recall that my seasonal greeting is a Holiday Haiku. It highlights my skill as a writer and was cited as distinctive. If you want your e-card to stand out, contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Together, we’ll find inspiration for a seventeen-syllable poem or other poetic greeting. 

    Click here to read prior issues of this newsletter.

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    Team Up to Improve Your Client’s Marketing RBI

     Here are FIVE ways you can help promote your client’s business for a win-win. 

    You may recall I’ve written about your Marketing RBI, which has five essential activities:

    1. Networking
    2. Speaking
    3. Writing
    4. Being active in the trade association of your target market
    5. Digital presence

    Consider how you might team up with a client in mutually beneficial ways when you perform these activities together:

    1. Networking: Invite a client to a networking group. Email her three-sentence bio to the members in advance, paving the way for more productive conversations.
    2. Speaking: Develop a joint presentation, perhaps a case study, to the client’s trade association or professional membership group. You put the client in the spotlight and make her look brilliant in front of her peers and competitors — who are your prospective customers. 
    3. Writing: Propose and co-author an article for a newsletter or publication in the client’s industry.
    4. Trade Association: Introduce the client to your trade association or another industry group. For example, a graphic designer might invite a copywriter to an event held by a local design organization, where she will meet other professionals who may be potential collaborators and referral sources.
    5. Digital presence: Write a recommendation for the client’s website and LinkedIn profile. Comment on his LinkedIn posts and share his other social media activity. 

    Strengthening the relationship with the client is the immediate outcome. Equally important is helping the client burnish her standing in the industry by speaking and writing to her peers, as well as expanding her circle of contacts.

    This Month’s Tip

    Thank the client and celebrate. When you speak at an event or write an article, acknowledge the shared success. Post a summary as an update on LinkedIn, with a link to the article or the event announcement. You may also mention your article and presentation in your newsletter, again, thanking the client. When you attend the networking event or the trade association’s program, take photos that feature you and the client. Both of you can post the snapshots to your social media accounts.

    Contact

    Two can play the Marketing game better than one. Which client would make the best partner for one (or more) of these five marketing tactics? Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141, Let’s pick a teammate and get on the scoreboard. 

    Click here to read prior issues of this newsletter.

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    Image credit: RBI Baseball Academy

    Make Your Less-Than-Perfect LinkedIn Profile Stand Out

    Default Blue LinkedIn Background Prohibited

    This is the default LinkedIn gray background. You can do better.

     Do more with this free real estate. 

    How can you stand out on LinkedIn, the world’s largest professional database, with more than 660 million members?

    Your potential clients and your referral sources are searching that universe for the person who can advise on a problem, so you must ensure:

    • you can easily be found by using appropriate keywords in your headline and profile 
    • you tick the boxes for their initial questions 
    • your profile narrative confirms you are the professional they heard about.

    You have full control of your LinkedIn profile’s space, so it should meet your own high standards.

    LinkedIn’s criteria for a complete profile are:

    1. Headline
    2. Photo
    3. Summary
    4. At least two jobs or positions
    5. Five or more skills
    6. Industry
    7. School or university
    8. Postal code indicating where you work
    9. At least 50 connections

    Your profile is undoubtedly complete on this basis. 

    Now, let’s put some meat on those nine bones.

    This Month’s Tip

    Your profile may be complete according to LinkedIn’s checklist, yet underperform. Make the most of this free space.

    1. LinkedIn automatically inserts the title of your current job in the Headline slot. You can change that easily. Does your headline describe the value you create for clients or the team? Does it use terms someone outside your profession would use? (Hint: No one seeks a Director or an attorney who is a Partner.)
    2. Is the length of the Headline close to the maximum of 220 characters? You can achieve this by using a mobile phone or tablet when you edit the headline.
    3. Does your photo convey you are approachable??
    4. Is your background the anonymous LinkedIn default ? Change it to Meet Me. Include additional information, such as your phone numbers, email address, company logo and website URL. Don’t use a cityscape that conveys nothing about you professionalism.
    5. Have you received (and given) recommendations recently?
    6. Do you display examples of your work, such as reports, videos and news articles, in the Feature section? 

    Contact

    Now. Polish your LinkedIn profile. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141 for your FREE 30-minute review. I guarantee TWO IDEAS. We’ll brainstorm to rewrite your profile and add other elements so it will attract attention and confirm YOU can solve the problem, whether legal, financial or marketing. 

    Request the e-book Three Steps for More Success on LinkedIn.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)

    Your Less Than Perfect Website Costs You Business

     There is no excuse when you control the space

    Imagine you are reviewing a contract before sending it to a client.

    Oops.

    Page 3 is missing.

    Looks like page 5 and page 6 are duplicates.

    There’s a coffee stain on the signature page.

    This contract is unacceptable.

    It should be perfect.

    Obviously, you would not send a client this coffee-stained contract.

    It’s the same with your website.

    When you control the space, your website should be perfect.

    Anything less conveys:

    • you are not professional
    • you are inattentive to clients
    • and you overlook details.

    These are relationship-killers.

    Conduct a Quick Review of Your Website
    Skim the home page in light of these questions:

    1. Does it speak to the reader mostly with YOU and YOUR or I and We?
    2. Are the paragraphs short?
    3. Is the content divided by subheads?
    4. Is it easy to scan, thanks to bold font?
    5. Are there bullet points and lists?

    If this initial review is not going well, then the website is less than perfect and could cost you business.

    When visitors cannot readily learn how you might help them, they leave the website.

    You can fix these issues easily enough and make a better first impression.

    Of course, you could ask someone, perhaps myself, to review your website in a FREE 30-minute consultation that guarantees TWO ideas.

    This Month’s Tip

    Run this checklist on your website. After you answer the questions about the home page, look at a few other pages and consider these issues:

    1. Is there a sample of your expertise — a free downloadable white paper, tip sheet or quiz — upon submitting an email address?
    2. Are the images relevant?
    3. Do you invite visitors to contact you and display your phone number and email address on every page?
    4. Is the latest issue of your newsletter available for review? Is it current? Is it easy for visitors to subscribe?
    5. Does the website display well on mobile?

    Contact

    Make a commitment to your primary digital asset — your website — so it is perfect, or at least nearly there. Address these 10 questions before you tackle the bigger issue of attention-grabbing and persuasive content. When it’s time for that step, I have the perfect solution. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141 for your FREE 30-minute review. I guarantee TWO IDEAS. Plus, I’ll ask one more question: Now that you have polished your website, how often should you review it?

    See also: Lose Excess Fat (Verbiage) in 2022

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Image credit: YA-Webdesign.com

    Take Marketing Off the Back Burner (10 in a series of 10)

     Your (Re-Opening) Activity List

    Even though you were working remotely, consider that you are re-opening your business, post-COVID-19 lockdown. What might be different (or the same) compared to a new business launch?

    In these unusual times, I hope that you, your family and your team forge ahead with new energy and inspiration as you resume business.

    During this period of uncertainty (June 2020), you may envision a new start for your business. Take a fresh look at how you may adapt your marketing activities for a post-COVID-19 environment.

    Revisit and revise.

    This is the tenth and last in a series of tips that help you to continue promoting your services. If your marketing activity sits on the back burner, like this tea kettle, move it to the front.

    A recent conversation with an attorney about to launch a solo practice prompted me to reflect on Best Communication Practices to Launch a Law Firm. 

    For many business owners and consultants, resuming operations post-pandemic lockdown may feel like a re-launch.

    Let’s look at the eight items on the launch list and see how they might be adjusted for an ongoing business that is re-opening after the lockdown:

    1. Website: If your website directed visitors to call an alternate number, perhaps your cellphone, update that reference. If you mentioned any change in operations due to the pandemic or lockdown, perhaps that you were working remotely, make that current or remove it, as appropriate.
    2. Database of contacts: Review and update contact information for your connections by adding their cellphone numbers, which may be how you have been communicating recently. 
    3. Announcement of your launch: Consider whether to send an email advising contacts that you have returned to your prior location.
    4. Social media presence: Commit to contributing more often on the social media platforms visited most often by your peers and referral sources by scheduling appointments several times a week.
    5. Press Release: Plan to (re)introduce yourself to reporters with a Media Profile and a forecast of how the post-COVID environment will change for a specific industry sector or demographic segment. (There is no need to tell the media you have resumed operations.)
    6. Networking groups: You probably participated in group Zoom discussions during the lockdown. Reach out to those contacts you’ve recently met and consider inviting them to one of your networking groups, which may be virtual, or ask to visit an organization where they are a member.
    7. Business cards: In lieu of a paper card, update your email signature to ensure it features links to your website, LinkedIn profile, newsletter, blog and your most recently published article.
    8. Article: As in the forecast of your (updated) Media Profile, suggest a topic for an article to the editor of an industry trade publication read by your target market, perhaps in collaboration with a client.  

    As a reminder, the previous topics in this series were:
    Rev Up Your Newsletter (or Start One) 
    Revisit Your Website
    Refresh Your LinkedIn Profile and Activity
    Time to Write That Article
    Tap Your Network (for informal business coaching)
    Speak on a Podcast and Promote Your Appearance
    Use Photos to Tell Your Story
    Team Up for a Win-Win (collaborate on a presentation or article)
    Networking Squared

    Each newsletter in the series includes links to resources that help you Take Marketing Off the Back Burner.

    Tips

    How often should you execute these marketing activities? Most businesses do not change dramatically in a short period of time. Schedule a date once every quarter to review each of the following, individually: Website, LinkedIn profile, Media Profile and an idea for an Article. Your Newsletter is probably published quarterly, as well.

    Establish a system to add contacts to your Database on an ongoing basis. Plus, set dates to periodically reach out for a quick catch-up call or an invitation to attend a webinar or networking event together. 

    Schedule time to participate on Social Media at least three times a week, whether you post your own thoughts, share an article by another or comment on posts by your connections.

    Whenever you create new material, such as a published article or newsletter, post it on your website, promote it on social media, incorporate a reference and link to your Email Signature and add it to your LinkedIn profile. (Links to your website and LinkedIn profile remain the same.)

    Contact

    It’s time to dive back into the Marketing pool post-COVID. Let’s brainstorm and work on ideas. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141 to get started. There’s no time like the present for your Marketing activity to move ahead swimmingly.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)
    Image Credit: Omar Rodriguez

    Take Marketing Off the Back Burner (9 in a series of 10)

     Networking Squared

    Raise your Networking to a higher power by leading a three-way conversation.

    In these unusual times, I hope that you, your family and your team remain focused on your goals.

    During this interim period of uncertainty (May 2020), you may seek opportunities for re-connecting with others as part of your business development.

    Tap into your network of contacts and locate those who might welcome a conversation with a potential collaborator or referral source.

    This is the ninth in a series of tips that help you to continue promoting your services. If your marketing activity sits on the back burner, like this tea kettle, move it to the front.

    You probably receive a substantial portion of your business from referrals.



    Referrals and Networking are the opposite sides of the same coin; why do many people say they dislike Networking?

    People refer those whom they know among their many contacts.

    How did they gather those contacts?

    Through networking!

    Consider your many connections in diverse circles and among allied professionals: Your Gold Mine of 5,000 Contacts.

    Plan to catch up with them, with a twist.

    Invite them to a call with someone with a similar business, a related target market or even a contact who enjoys the same pastime of swing dancing.

    You can raise your networking activity to a higher power by teaming up and having a three-way conversation, what I call Networking Squared.

    When your invitations are accepted by both parties, here’s what happens next:

    • The three of you chat in an online meeting or conference call;
    • The contacts introduce themselves and discover they have overlapping areas of mutual interest;
    • They swap war stories and compare notes on shared experiences;
    • They offer to send each other recent articles and newsletters;
    • They agree to keep in touch.

    Perhaps they find a way to collaborate on a project, article, podcast, webinar or be a guest author for the other’s newsletter or blog.

    That’s the power of Networking Squared!

    Indeed, that is how attorney Patricia Werschulz and marketer Sandra Holtzman have published two articles in The New York Law Journal. Plus, Werschulz has spoken at Holtzman’s class at the Fashion Institute of Technology.

    The following discussions will help you strengthen your network as you actively introduce contacts to each other.

    Up with Referrals! Down with Word-of-Mouth.
    Two Can Network Better Than One

    Here are all the resources on one sheet.

    Tips

    What are good questions to get the conversational ball rolling in your Networking Squared meeting? The best questions are open-ended, permitting the respondent to share an example or anecdote that illustrates the point of discussion. Some favorites are:


    • How do you help others: Save Time, Save Money, Make More Money or Get More Joy out of Life?
    • What was the highlight of the past year (or quarter) in helping a client?
    • (In reply to a statement) That sounds hard. How do you do that?

    Learn more about Problem and Solution Questions. You may also request an e-book with an innovative approach to networking.

    Here’s the list of the 10 articles in this series

    Contact

    Do you want to raise the power of your networking activity? Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141 to get started. Let’s review your contacts and see who might make good matches for a Networking Squared conversation.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)
    Image Credit: Omar Rodriguez

    Take Marketing Off the Back Burner (8 in a series of 10)

     Team Up for a Win-Win

    When you collaborate with a colleague in another profession or a client, you show that you speak the language of that target market.

    In these uncertain times, I hope that you, your family and your team continue to make progress.

    During this interim period of uncertainty (May 2020), you may seek opportunities for speaking and writing.

    Focus on those Marketing initiatives sitting on the back burner. Consider partnering with a colleague or a client for a webinar, podcast appearance or article. Plan to share your insights and speak directly to their peers, as part of your marketing outreach activities.

    This is the eighth in a series of tips that help you to continue promoting your services. If your marketing activity sits on the back burner, like this tea kettle, move it to the front.

    Collaborate with a client or a colleague for a win-win on all sides.

    Perhaps you worked with a client in the technology industry on a non-tech issue. Consider how you might describe the situation you faced: you analyzed the Problem (or Present status); you developed an Action plan and advised on its execution. You achieved short-term Results and monitored the longer term Impact of your efforts. 

    You are now prepared to write that experience up as a Case Study, following the P A R I format, working closely with the client.

    Others in that sector of tech, whether competitors or colleagues of your client, would likely benefit from both of your perspectives in developing a similar approach and results.

    If you want to attract more clients on that order, consider where they might look for a solution to that type of problem: a webinar, a podcast hosted by an industry insider or an article in a trade publication.

    Here are some of the anticipated outcomes:
    • The co-authorship or co-leader role of your collaborator grants you access to the industry-focused venue and gives you a higher degree of credibility from the perspective of the editor, webinar organizer or podcast host. 
    • In turn, the venue provides the audience.
    • You connect easily with the collaborator’s contacts in the sector, who recognize that you understand the language and landscape of their business
    • You strengthen your relationship with your client.
    • You secure a valuable article or appearance for her, granting her status as a thought leader.

    You can anticipate similar results when you partner with a colleague in another profession, perhaps an accountant, marketer or financial adviser. 

    The following discussions will help you assess projects completed with clients and colleagues to find appropriate examples for case studies, speaking and writing.

    Client + You @ Business Meeting = Speaking Success
    Client Success Becomes a Case Study and Article
    Why You Should Co-Lead a Workshop with a Colleague
    Your Co-Authored Article Reaches Influencers of Your Target Market

    Here are all the resources on one sheet.

    Tips

    Who might you partner with on this case study/publication/speaking project? Start by reflecting on the work you most enjoyed or found most remunerative and where you wish to secure more engagements. Now, create a list of those previous clients who deemed your services and advice a resounding success. Add to it other professionals who collaborated in a key component of the project. Perhaps vendors who contributed substantively to the outcome might be valuable collaborators in this case study as well.

    Here’s the list of the 10 articles in this series

    Contact

    Are you ready to write up a case study, and take it to an industry publication, webinar or podcast with a client or colleague as your partner? Contact me at Janet@JanetLFalk.com,set an appointment here or call me at 347.256.9141 to get started. Let’s consider some case study topics and go for the win-win.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)
    Image Credit: Omar Rodriguez

    Take Marketing Off the Back Burner (7 in a series of 10)

     Use Photos to Tell Your Story

    A picture captures the eye of the reader and enhances your words.

    In these tough times, I hope that you, your family and your team are focused on what matters.

    During this interim period of uncertainty (May 2020), you may revisit and re-purpose past projects.

    Focus on those Marketing initiatives sitting on the back burner. Use a photo to re-cast content and breathe new life into that material.



    This is the seventh in a series of tips that help you to continue promoting your services. If your marketing activity sits on the back burner, like this tea kettle, move it to the front.

    Almost every piece of content can be reconfigured in a new format (print, audio, video). In this new mode, and in its promotion, consider including a photograph for greater visual interest. 



    Knowing that viewers respond more strongly to photos on websites and brochures, find ways to incorporate snapshots. “Our brains process visuals faster, and we are more engaged when we see faces,” states a report from the Media Psychology Research Center.

    Who might be in the photo?
    you talk with a client or colleague
    a workshop participant speaks with you
    visitors to your location (who have signed a release form)
    a distinguished guest, among others.

    Keep a digital camera handy; you never know when the camera-ready moment will strike. Afterwards, follow-up and share the fleeting memory with those in the shot.

    Periodically, review the photos you have used in the past, to ensure they are still relevant and consistent with the messages you wish to convey.assess the photos currently in use, plus guide you to include others in the future.

    How Your Photo Can Attract 3,000 People

    Make the Most of Your Event Photos

    There may be an occasion when it is NOT appropriate to use a photo. As an attorney, for example, when your client is the plaintiff, it may not be in her best interest to have her face in the news. In that case, tell the reporters covering the news story, No Photos, Please.

    Here are all the resources on one sheet.

    Tips

    If the viewer’s eye is drawn to photos, what happens when there are no people in the picture? The world’s most popular radio station is WII-FM, namely What’s In It For Me. If a visitor to your website do NOT see someone in a featured photo, how will she identify with the activity or solution that is discussed?

    Compare the pairs of locations depicted here, some with people and others with no one, and then consider which place YOU might visit.

    Here’s the list of the 10 articles in this series

    Contact

    Is it time to refresh your photo collection? Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Let’s review your snapshots and consider adding more visuals to your content.

    Click here to read prior issues of this newsletter. Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.
    (This discussion has been lightly edited for updated content.)
    Image Credit: Omar Rodriguez

    Take Marketing Off the Back Burner (6 in a series of 10)

     Speak on a Podcast and Promote Your Appearance

    Introduce yourself as a resource, prepare your remarks and spread the word.

    In these unusual times, I hope that you, your family and your team are managing to achieve your goals.

    During this interim period of uncertainty (April 2020), you may re-assess projects that have stalled in the past.

    Focus on those Marketing initiatives sitting on the back burner. Speaking on a podcast may be an interesting venue to share your insights with your key audiences and referral sources.

    This is the sixth in a series of tips that help you to continue promoting your services.

    Podcasts are popular sources of information. In an informal setting the host will ask you for timely thoughts on issues, trends and recent client successes.

    Listeners will download the session at a time convenient to their schedule, meaning when they are most attentive.

    The host brings a ready-made audience to the program, which, when properly identified, aligns with your targets who are prospects or referral sources.

    The following discussions will help you develop a list of potential podcast programs, develop your potential talking points and promote the appearance, both before and after the recorded session.

    How YOU Can Be a Podcast Guest

    It’s Showtime! Prepare for a Podcast

    Speak at an Event AND Report

    Here are all the resources on one sheet.

    Tips

    It’s easy to turn your audio into print by following the Marketing strategy of C O P E (Create Once, Publish Everywhere). Summarize the key points of the discussion in a numbered list. Place the write-up on your letterhead and add the link to the podcast. Publish these Highlights as a post and article on LinkedIn, plus on your website. This makes it easy for someone to scan the topics and decide that she wants to listen to your remarks for 28 minutes.

    Here’s the list of the 10 articles in this series

    Contact

    What is the hot topic that you’d like to share with a podcast audience? Do you know which shows are the most appropriate? Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Let’s brainstorm for ideas and programs of interest.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)
    Image Credit: Omar Rodriguez

    Take Marketing Off the Back Burner (5 in a series of 10)

     Tap Your Network

    Take advantage of the wealth of knowledge among the contacts who already know you.

    In these times, I hope that you, your family and your team are moving ahead with new plans.

    During this interim period of uncertainty (April 2020), you may find there is more time for projects that have stalled in the past.

    Focus on those Marketing initiatives sitting on the back burner. Re-connecting with contacts in your network will strengthen your mutual ties and, perhaps, provide new insights and perspectives from colleagues in diverse sectors.

    This is the fifth in a series of tips that help you to continue promoting your services.

    You probably have 5,000 contacts in your circles:

    • Members of networking groups and professional membership organizations
    • Colleagues at current and prior employers
    • Professionals who were on the same side of a project or the other side of a deal
    • LinkedIn connections of recent and long-ago vintage
    • Vendors and consultants
    • People who attended college or graduate school with you
    • Plus that stack of business cards

    Here’s how to find them: Your Gold Mine of 5,000 Contacts.

    Consider which of these individuals you know best and re-connect with them. A phone call might brighten their work-from-home day; even a voice mail message will be a welcome pause.

    Invite them to a casual conversation; as you catch up, offer a mutual brainstorming session.

    Share experiences and insights that might spark ideas.

    In this informal exchange, you will both see things from another’s vantage point.

    Perhaps this conversation will open up a new possibility.

    It may unearth a potential client base or even an obstacle you had overlooked.

    The following discussions serve as a starting point for ways that you and those in your circles may collaborate and informally advise each other.

    Grasp the Hidden Power in Your Networking Group 

    Connect (and Re-Connect) with Members of Your Networking Groups

    Turn Your Networking Inside Out

    Networking Towards the King

    Here are all the resources on one sheet.

    Tips

    It’s Give and Take, not Take and Give. Networking works best when you think about others and reach out to assist them. Accordingly, offer to be a resource to the people you know. Set aside time every day to make a phone call or two that will get a conversation started. Suggest an introduction to someone of potential mutual interest. Ask for some advice. Put the ball in play and see where it leads.

    Here’s the list of the 10 articles in this series

    Contact

    Are you searching  for a reason to reach out to these contacts? It can be as simple as Your name came to mind in a review of LinkedIn connections and I thought to check in. Or, Your name came up in a conversation with someone looking for a ____ (profession). Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141.  Let’s peruse your list of contacts and start smiling and dialing.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)
    Image Credit: Omar Rodriguez

    Take Marketing Off the Back Burner (4 in a series of 10)

     Time to Write That Article

    Share your success in the places where prospects and referral sources look for insights.

    I hope that you, your family and your team are managing these times well.

    During this interim period of uncertainty (April 2020), you may find that your projects have stalled until a client or colleague responds to your most recent draft or email.

    As you await their feedback, take a look at those Marketing initiatives sitting on the back burner. If you’ve been meaning to write an article, now is the time to put your ideas on paper and move that project up to the front.

    This is the fourth in a series of tips that help you to continue promoting your services.

    Past performance may not be indicative of future results, but it sure does persuade people that you know what you’re talking about.

    One of the best ways to demonstrate your expertise is to write an article that explores work completed with a prior client, pointing to lessons learned and best practices.

    Another topic is forecasting developments in the year ahead. You might even outline the business impact of a new trend or regulation. These meaty subjects will demonstrate that you are forward-thinking and enhance your credibility. (Don’t worry; no one will check up months from now to see whether you were correct.) 

    Consider the magazines where your prospective clients, past customers and referral sources are looking for guidance and up-to-date information to SAVE TIME, SAVE MONEY and MAKE MORE MONEY.

    Those industry newsletters are where you want to publish your insightful perspective.

    These discussions will help you get started with ideas for content, once you have secured permission from the client:

    Are You Too Busy to Write? Then Crowdsource Your Content

    Client Success Becomes a Case Study and Article

    How are You the Opposite?

    Write Your Case Study with P A R I

    Your Co-Authored Article Reaches Influencers of Your Target Market

    Here are all the resources on one sheet.

     

    Tips

    Don’t write the article; instead write a letter that proposes the article. Let’s say you’ve penned a discussion that is 600 words. You send it to the editor of Marketing to Managers Monthly. The editor likes the article, but she only has room for 500 words. Or maybe the editor likes what you’ve submitted, and asks you to mention another topic, which will bring the word count to 750. In either case, you have to perform major surgery to bring the article into line with the publication’s requirements. Effectively, you write the article twice.

    There is a better way. Compose an email to the editor in advance, before preparing your draft. Describe the theme or topic of the article in three to five sentences, adding a few bullet points that develop the subject. Ask for the word count and send your note. When the editor responds, giving you the signal to go ahead, you will write the article to the prescribed length, as discussed here: Sample Letter to Propose an Article.

    Here’s the list of the 10 articles in this series.

    Contact

    Are you stumped for inspiration to get started? I love to brainstorm ideas for articles, plus I can identify the relevant industry magazine that would welcome your submission. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Let’s get your ideas and name in print, so others will see you as a solution to their problem.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)
    Image Credit: Omar Rodriguez

    Take Marketing Off the Back Burner (3 in a series of 10)

     Refresh Your LinkedIn Presence and Activity

    Now that networking activity has primarily moved online, present your digital self at your best.

    I hope that you, your family and your team are doing well.

    During this interim period of uncertainty (April 2020), when colleagues, contacts and prospects spend countless hours online, your digital presence commands even more attention.

    Updating your LinkedIn profile is probably one of those Marketing initiatives sitting on the back burner. Now is the time to refresh it and move that project up to the front.

    This is the third in a series of tips that help you to continue promoting your services.

    If you are not on LinkedIn, you are not in business.

    With more than 660 million members, LinkedIn is the world’s largest professional database.

    If it’s been a while since you gave your profile a critical once-over, take a closer look at it now. These suggestions will help you polish it and promote yourself more effectively.

    The next step is to review your connections; follow this guidance to expand and strengthen your network.

    Finally, make an effort to post value-added content, in the form of evergreen and timely information. Engage in discussions on LinkedIn and comment meaningfully on the posts of others.

    Tips

    Your LinkedIn presence has three components: profile, network and activity. For optimal results, focus on each one separately, in a sequence over a few days.

    Polish Your Profile

    What’s in Your LinkedIn Profile’s Background?

    Close-up of Your Digital Portrait

    Two Ways to Customize Your LinkedIn Profile

    Turn Your Client Testimonials into LinkedIn Recommendations

    Build Your Network

    Add a Note or Default Connection Request?

    Keep, Delete or Re-Connect On LinkedIn

    Teaching (Public Relations) Graduates to Professionally Use LinkedIn

    Don’t Feed the (Troll) Miner

    Be Active

    Three Ways to Improve Your LinkedIn Presence (video, three minutes)

    Write a LinkedIn Post that Stops the Scroll

    As You Like it, Please Say WHY

    Here are all the resources on one sheet

    Here’s the list of the 10 articles in this series

    Contact

    Are you pleased with the changes you’ve made? If you need a second opinion, contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Together, let’s power up your LinkedIn presence and activity.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)
    Image Credit: Omar Rodriguez

    Take Marketing Off the Back Burner (2 in a series of 10)

     Revisit Your Website

    Confirm you are the resource that others seek and back up your claims.

    I hope that you, your family and your team are well.

    During this interim period of uncertainty (March 2020), you may find you can only take projects to a certain point. Then, you may sit back until you receive feedback from a client or coworker.

    While you wait, take a look at those Marketing initiatives sitting on the back burner. Now is the time to revisit your website and move that project up to the front.

    This is the second in a series of tips that help you to continue promoting your services.

    You know how vital a website is to your business. Your online presence demonstrates your breadth of experience and services.

    If your website is not up-to-date, it’s almost as if you tell visitors, “We’re slow in keeping pace with today’s best practices.” That may undercut confidence in working with you.

    Three Website Tweaks That Do Not Require a Re-Design

    • Help visitors SCAN your page’s content. by using two-sentence paragraphs, plus bullet points and lists.
    • Post CASE STUDIES that exemplify your successes with other clients.
    • Email converts with a 3% click-through rate vs .5% click-through on X (Twitter).
    • Make it easy for visitors to contact you, by displaying your phone number and email address on every page.

    Tips

    Review your website as if you were a first-time visitor; then consider these suggestions:

    Is Your Website Up to Date?

    Make Your Five W’s Reader-Centered

    Your FREEBIE is Valuable to Your Prospects

    Are Your Website’s Images Consistent with Your Message?

    Post Your Newsletter on Your Website

    Here are all the resources on one sheet

    Here’s the     list of the 10 articles in this series.

    Contact

    Did you find it easy to implement these tweaks and suggestions? If you need assistance, Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 347.256.9141. Working together, we’ll ensure your website confirms you are who you say you are.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)
    Image Credit: Omar Rodriguez

    Take Marketing Off the Back Burner (1 in a series of 10)

     Rev Up Your Newsletter (or Start One)

    Stay top of mind, even when you are not meeting with contacts.

    I hope that you, your family and your team are well.

    During this interim period of uncertainty (March 2020), it’s important to keep in touch with clients, prospects, referral sources and contacts.

    Yes, they are working from home, isolated from colleagues and interrupted by family and pets.

    But, they can only complete so much work, when they are not getting responses from a client or coworker, or they are stymied by tedium.

    They actually would be glad to hear from you.

    That’s why, if you have put Marketing on the back burner, it’s time to move it up to the front.

    This is the first in a series of tips that help you to continue promoting your services.

    As you reach out to maintain connection, one of the best channels is an email newsletter that offers insights, case studies and resources, among other topics.

    Reading your newsletter will be a welcome break in the work routine.

    Why an Email Newsletter?

    • Email delivers as a communication tool. It has a larger reach; there are THREE times more email accounts than Facebook and Twitter combined.
    • Email delivers to the recipient 90% of the time;  whereas only 9% of your LinkedIn connections  and only 2% of Facebook fans see your posts.
    • Email converts with a 3% click-through rate vs .5% click-through on Twitter.
    • YOU control the distribution of email, not LinkedIn, Facebook or Twitter algorithms.

    Tips

    Here is a presentation , plus some discussions on the subject of an email newsletter, to help you get started.

    If you already have a newsletter, scrutinize it as if you were reading it for the first time.

    Vote for Email and NOT for Social Media

    Orient Your Newsletter

    Make Your Five W’s Reader-Centered

    Post Your Newsletter on Your Website

    Here are all the resources on one sheet.

    Here’s the list of the 10 articles in this series.

    Contact

    People are now spending more time reading email. Ready to start your email newsletter at least on a quarterly basis? Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. We’ll brainstorm together to create a format and content that will keep you top of mind among your contacts.

    Click here to read prior issues of this newsletter

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    (This discussion has been lightly edited for updated content.)
    Image credit: Omar Rodriguez

    What’s Up with Your Elevator Pitch

     Make your introduction more memorable

    When a networking group meets, every member takes a turn to introduce themselves with a 30-second to 60-second commercial about their business or service.

    Each speaker stands and delivers the proverbial elevator pitch to entice the attendees with: a snappy summary of their profession, a target market and a benefit of working with the individual. Guests do the same.

    Do you find it tedious when everyone around the networking circle says a version of name, profession and company?:

    Good morning. My name is Irene Jones and I am a professional ice cream stylist at International Food Stylists.

    Here’s why you should say goodbye to that repetitious format of name, rank and serial number.

    Public speaking coaches say for the first 15 seconds of a keynote speaker’s remarks, the audience is poised in anticipation.

    Attendees hungrily await the presenter’s words and their connection with the crowd.

    With that in mind, the first part of an elevator pitch should be equally engaging.

    Why waste those precious, high-attention seconds by deploying the same old formula?

    This is especially true when attendees are subjected to 20 or more pitches volleyed in succession, like cannon fodder.

    If you’re ready to make a switch, try my format.

    First, I pause briefly, and start with a narrative or question. (The pause puts everyone’s eyes on me; the anecdote is a different opener than most.)

    With the attendees’ attention is in high gear, I dazzle them with the benefit of the particular service I promote that day. I specify how I help an individual, business or corporation to SAVE TIME, SAVE MONEY or MAKE MORE MONEY.

    Then, I state my name, Janet Falk, and profession, Public Relations and Marketing Communications. (I only add my company name, Falk Communications and Research, if there is at least 45 seconds. It’s not that essential.)

    Up next is the call to action, for example: If being in the news will help you grow your business, let’s talk further. (Tell the audience what to do next.)

    Finally, I repeat my name, plus my tagline or market focus.

    It’s surprising how much you can say in 30 seconds, which is 75-84 words.

    This narrative-focused approach has often been selected as Best Elevator Pitch of the Day.

    Here’s how you can break the boring mold of My Name is, my profession is and my company is:

      • Many people don’t know a statistic that will startle your audience
      • What’s the opposite of twist something familiar
      • Have you ever heard of an obscure name, place or food

    Then, you connect the dots to your business or service, plus the value of working with you (and your team).

    Try this approach of narrative and benefit prior to reciting your name and profession.

    Practice before you go to a networking event, so the new format will feel more comfortable.

    Remember, you can reel off your elevator pitch almost anywhere. Before a session at an industry conference, speak to the person seated nearby. Chat with other attendees at a cocktail reception. You don’t need to be at a networking event to deliver your elevator pitch.

    As an example of what the narrative approach sounds like, plus being prepared to speak spontaneously, click on the link below for a video recorded at a workshop for attorneys organized by Lawline, Ethically Improve Your Networking Skills, which I co-presented with Stephanie Rodin.

    To set the scene, Rodin has just delivered her elevator pitch and explained its components to the audience. She turns to me and …  here is a two-minute video of my elevator pitch.

    This Month’s Tip

    Play to your audience. It’s helpful to have several versions of your elevator pitch that you can tailor when you are speaking to one person, a trio of workshop participants or a room of networking group members. Consider also whether the audience is from the same profession as yourself, are members of a target market or represent a random assortment of occupations. Adjust your remarks accordingly.

    Contact

    Ready to give your elevator pitch a lift? Contact me at 347.256.9141, set an appointment here or email me at Janet@JanetLFalk.com. We’ll brainstorm together to write an elevator pitch that zooms up to the C-suite.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Photo Credit: Kayla Berenson

    How YOU Can Be a Podcast Guest

     Step up to the microphone.

    You may recall the phrase Why HER and Not Me?, which I often cite in connection with being quoted in the news media.

    That same question applies to guests on podcasts as well.

    These digitally recorded audio sessions may be an appropriate platform for you to promote your services and products. Like industry publications, podcasts are focused on a defined audience that is eager for information about how to Save Time, Save Money and Make More Money in business.

    You don’t need to create your own show to jump on the podcast bandwagon. Instead, capitalize on the many podcasts that already serve your target market and offer to be a guest.

    Podcast hosts are always looking for professionals who can share valuable insights with their audience. Indeed, speaking on a podcast is similar to leading a workshop or a webinar, in terms of your preparation and presentation.

    In one week, recently, I recorded two sessions on legal marketing podcasts, plus I booked a date for another show.

    I had not met nor corresponded with these hosts previously. I simply introduced myself via email as a Public Relations professional whose experience advising lawyers would be of value to their listeners.

    Here’s the message I used to get the hosts’ attention, with some commentary:

    Name,
    Your podcast caught my eye (and ear) as a source of best practices in Marketing and Communications for attorneys.
    (Clearly state that you listened to prior podcast episodes.)

    As a Public Relations professional, I advise attorneys on using Media Relations, Marketing and Networking to grow their practice. Other goals include keeping in touch with contacts and referral sources, attracting employees to the firm and promoting pro bono and collaborative work.
    (Here’s why the podcaster should interview you.)

    Perhaps your audience would find my tips and perspective helpful.

    Sample topics are:

      • A complex idea that people need to know more about
      • A strategy that few are doing correctly
      • A tactic that will make you stand out among your peers

    I have previously spoken on these podcasts and at events serving the legal market:

      • Names of podcasts
      • Professional membership group
      • Local business networking group

    (With these hot topics and your proven experience as a speaker, who can turn you down as a guest? Even if you have not been on a podcast before.)

    Please let me know of your interest in having me as a guest on your podcast, which I will then promote on social media, in advance and after the broadcast.
    (You will share the episode with your audience and thereby grow the podcaster’s listener base.)

    Thanks.

    Janet Falk

    Now, imagine yourself in the podcast host’s seat. Every week (or two), you need to locate speakers whose background and insights will interest your listeners. Where will you find them?

    You receive an unsolicited email from someone who has experience in your field and appears to be an authoritative source. She mentions some scintillating topics that you have not covered recently, if at all. You review her website and deem her to be a potential guest.

    All that remains is to reply to the introductory email, schedule a preparatory call and set the date to record the podcast.

    Voila! Now that you are off on the adventure of being a podcast guest, you can use these tips: It’s Showtime! Prepare for a Podcast.

    This Month’s Tip

    Search online directories to find the podcasts most relevant to your target market. Start with these listings, as compiled by Ilise Benun of Marketing-Mentor.com:

    In addition, you might search the web for Ten Best Podcasts in (name of industry).

    Contact

    Ready to introduce yourself to the podcast world? Let’s consider timely topics that would be compelling to your target market and then discover where they might be listening for advice. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141 and we’ll develop a plan. Together, we’ll get you ready for prime time.

    See also Use Reverse Engineering to Book More Podcast Spots.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Photo credit: Michael Meyer

    Two Can Network Better Than One

     Inviting a contact, or attending as her guest, yields benefits for you both.

    My colleague, attorney Eric Sarver, has an innovative way to show client appreciation. He invites the client to attend a networking event as his guest and pays for the tickets. There, she or he will meet new contacts, enjoy the event and “we get to connect and bond in a different context.”

    Let’s explore this idea from two perspectives, starting with yourself as the host.

    If the event is organized by a group where you are a member, you probably are eager to introduce your client, perhaps Pamela, to the others. You already know them well and can make meaningful introductions:

    Pamela, this is George; you may remember I mentioned he is a digital marketer who advises medical professionals, like yourself. George, Pamela is a client and she has a urology practice.

    With this personal introduction, George and other group members will be especially interested in welcoming Pamela and engaging her in conversation.

    If the program host is an organization where neither you nor your guest is a member, you may still open the door to productive conversation. Your role is to initiate a friendly chat by introducing yourself and her in tandem. This will help put your guest at ease in a room where you (and she) know very few people.

    Of course, you gain in stature in Pamela’s eyes for facilitating the introductions in either setting.

    From the perspective of Pamela, the guest, there are even more benefits to having a guide at a networking event.

    Some members of your group, noticing a new face among the regulars, will be motivated to strike up a conversation with her. Now she will become the focus of another’s attention.

    Seeing a lively conversation underway may attract another attendee to approach you both and join in. Many people find it easier to walk up to a small group than to start talking to a person standing alone.

    Plus, at the event where you are both newcomers, Pamela can follow your technique and gain valuable practice introducing herself (and you) to others.

    Finally, when you and Pamela separate to work the room on your own, you will both be on the alert to possibly connect those you meet to each other, which increases the number of potential contacts.

    Accordingly, consider asking a client if there is an event she or he might like to attend, whether it is your own networking group or one that has caught her or his eye. The opportunity to build new connections with the attendees, while also solidifying your own relationship, is most attractive.

    This Month’s Tip

    These are among the most common networking groups. Consider letting your clients know about an upcoming program of possible interest, so you may attend together.

    1. Professional membership associations
    2. General business organizations
    3. Interest groups (e.g., women-owned, ethnic)
    4. Community service organizations

    Contact

    Have you thought about expanding your networking activities by inviting a guest or accompanying someone to their group? If you need help getting started, Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141 and we’ll develop a plan. Plus, I’m always ready to go to a networking event. I would be happy to invite you along or attend with you.

    If you’d like to strengthen your networking skills, invite me to lead a workshop for general audiences or tailor it to your group. I have co-taught a CLE webinar Ethically Improve Your Networking Skills for attorneys, as well.

    You may also read tips in this e-book: Three Lessons to Improve Your Networking Success.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Keep, Delete or Re-Connect on LinkedIn

    What constitutes a valuable LinkedIn connection?

    As you compile your holiday greeting card mailing list, you may see a name or two that you’re having difficulty placing. Do you recall the last time you spoke or emailed with her?

    If you connected with her on LinkedIn a while ago, take a moment to consider your relationship with that individual more closely, and then look at others in your network as well.

    Define a criteria to evaluate which LinkedIn connections are worth keeping, which contacts are subject to deletion and which names merit an impromptu note to re-connect. (See below for suggested texts.)

    I joined LinkedIn in 2004 and over the years have assembled many contacts, once totaling more than 3,300. Not surprisingly, the connection request was the start and end of the online conversation in hundreds of cases.

    Here’s the question: If that connection is not actively engaging on LinkedIn (with me or anyone else), then what is the individual doing there and how valuable is that relationship?

    Research shows that only 9% of your connections will see what you post on LinkedIn, which may be why I saw nothing from these contacts. (In fact, some did not even display the activity section on their profile!) Still, in all this time, something they posted or published should have caught my attention.

    As you know, the telephone works both ways; you make calls and you receive them.

    I might not have followed up with you, but you did not follow up with me, either.

    I say ENOUGH. It’s time to take action and clear away the deadwood so I can see the flowers (relationships) that really matter to me.

    KEEP, DELETE or RE-CONNECT

    As the year ends, I’m going through my 2,000-plus LinkedIn contacts and trimming the list.

    If I cannot remember the last time I communicated with that person or how we know each other, I check Contact info on that profile to see when we first connected. If that’s more than two years ago, I remove the connection. (In one case, we connected in 2009 with no subsequent activity.)

    Admit it; we both blew the opportunity to become better acquainted. Time to move on.

    How to Remove Connections in Stealth Mode
    If you wish to undertake a similar pruning, here’s how to surreptitiously conduct this clearing out process.

    1. Under the Me menu at the top of your profile, click on Settings & Privacy
    2. Scroll down to How others see your LinkedIn activity and Profile viewing options. It probably says Full profile. Click on Private mode so you become Anonymous LinkedIn Member. This way, when you view someone’s profile to evaluate the relationship, the person will not know you were looking at their profile. (There ARE people who regularly track those who view their LinkedIn profile and then contact the lookie-loos, in a polite way, that nonetheless has the scent of stalking.)
    3. Click on My Network at the top of your profile; in the left column, click on Connections.

    Now you are ready to delete connections, either one-by-one or by sorting them into categories.

    How to delete connections singly, from the list
    To the right of each name are the Message button and three dots. Click the dots to show Remove connection and click again. Poof! The contact is gone.

    How to sort contacts in order to delete by category
    If you find it too tedious or overwhelming to review your many connections on a one-by-one basis, you can sort them into groups. Click on Search with filters on the right side of the Connections box and click on All Filters at the top.

    This reveals categories, such as Locations, Current Companies and Industries, which narrows the number of connections with that criteria and makes the review process more manageable.

    For example, now that you have your dream job, perhaps you no longer need to keep in touch with many recruiters. Enter Staffing and Recruiting in the Industries box. Click the Apply button to filter, thereby displaying a group of, say, 23 names.

    Now, use your mouse to right click on the names of all the profiles you wish to view, so each one appears as a separate tab. After you peruse an individual profile, you may opt to disconnect. Click on the More… box and bring the cursor down to the seventh position: Remove Connection. Click that spot and the person is removed.

    Note: LinkedIn will NOT notify the person that you removed the connection.

    This KEEP, DELETE or RE-CONNECT process is a rather satisfying activity. You may be prompted to re-connect with some people with whom you had lost touch. You may even find it healing to know that by deleting a connection, you have severed an unhappy tie to the past.

    After you finish with the connections in that first category, consider selecting another industry, location or current company and repeat the process.

    When you end a session of deleting a number of connections, remember to go back to the Me menu and the Settings & Privacy page. Scroll down to How others see your LinkedIn activity and Profile viewing options. Click on Your name and headline, which will restore your page to Full profile.

    Hurray! Now, your LinkedIn connections are the people you want to stay in touch with.

    This Month’s Tip

    It’s never too late to re-start the conversation. Use these subject line prompts, or your own variation, making sure the question requires a response, not a yes/no answer:

    1. Your name came up in conversation with ____ (Put the name in the body of the email, so the reader will open the note.) What are you working on now?
    2. This article/podcast reminded me of our conversation about ____ (link). What do you think?
    3. Remember this email? Please help me recall what happened next.
    4. Your business card re-surfaced. What’s new?
    5. Your name came to mind in a review of contacts. Let’s meet for coffee and catch up.
    6. According to LinkedIn, you are now (at a new company) (in a new role). Congratulations! When shall we celebrate?

    Contact

    These many dormant connections might be blocking your view of individuals who truly meant something to you in the past year. When you send a holiday greeting or e-card to the clients, referral sources and contacts who are top of mind, you acknowledge the strength of that relationship. Periodically reviewing the names of your contacts will remind you of why you keep in touch with specific individuals and how you might be a resource to them.

    If you need assistance performing this process of sorting, keeping, deleting and re-connecting, please let me know how I can assist you. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Let’s use the garden shears to trim away those inactive contacts and allow your genuine connections to flower.

    See also: Your Gold Mine of 5,000 Contacts.

    Request the e-book Three Steps for More Success on LinkedIn

    Click here to read prior issues of this newsletter.

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    Image credit: Lafayette Library (CA)

    Write a LinkedIn Post that Stops the Scroll

    Know the parameters and work WITH the algorithm.

    Frequently writing posts on LinkedIn can help keep you top of mind with your connections.

    Posts may also attract interest from others who are focused on timely topics that are flagged with appropriate hashtags.

    Here’s how you can raise your game and write a better post, working with LinkedIn’s algorithms that determine how your posts are displayed and who sees them. 

    How Posts Appear on Your Profile

    Your activity on LinkedIn appears on your profile in four categories: all activity, articles, posts and documents.

    • All activity includes your posts and articles, plus comments and likes on the posts of others. It is less likely that someone who views your profile will click on this category to see everything you are doing on LinkedIn.
    • Articles are timeless and longer discussions; these will be discussed in a future newsletter.
    • Posts appear as a long scroll. Each is displayed as the first three lines of text or 210 characters, followed by . . . see more. An image may be included above the text. Posts remain visible for only 30 days, generally. Some may be available longer.
    • Documents is the location for posts that have PDFs attached to them; they may be older than 30 days.

    Why Write Posts 

    Ideally, posts share a time-sensitive thought that might be helpful to others. Many Communications professionals encourage social media activity that will provide value and educate, entertain, engage and inspire. For example, if you are leading a workshop, speaking to a group or attending an event, consider writing a post in advance that mentions the topics to be discussed. You might also summarize the program afterwards, reflecting on key takeaways. This post may prompt a reader to register for the event, drive traffic to your website or perhaps spark interest in your speaking to the viewer’s own organization.

    When you read an article or have a substantive discussion with a colleague, compose a paragraph that highlights what you learned and may be helpful to others. Add value by indicating how you will act upon that insight; don’t simply offer up the idea by throwing the proverbial spaghetti on the wall and seeing what sticks. 

    Finally, promote engagement by asking a question at the end so that readers may respond with their insights, reactions and anecdotes.

    Keeping in mind the LinkedIn algorithm will only display the first sentence, consider it a flashing red light that will attract the attention of readers. Compose it in a way that will make the viewer stop her scroll action and read your pithy thought.

    Parameters of a Post

    • 210 characters or three lines before the . . . see more cut-off and 1300 characters in total.
    • No formatting of text.
    • Ability to upload the following: photo (can include as many as nine), video or PDF of a document. Note that after this upload, you will not be able to add another item.
    • Link to a website or other content online; these appear below the text.
    • Seen only by members of your network in their feeds.
    • Use hashtags (#) suggested by LinkedIn based on content and prior post usage of hashtags.
    • Posts older than 30 days may not be visible.
    • Not indexed by Google.

    Make Your Post More Visible

    Only 9% of your contacts will see your post. Here’s how to improve its visibility:

    • When you name someone, place an @ before the person’s name. That will prompt LinkedIn to suggest a list of names so you may link to their profile. Clicking on the individual’s name will turn it bold AND cause an email notification to be sent to the person cited. (Caution: it may take multiple attempts to get the correct name to appear and occasionally it may not appear.) Note that many people do not appreciate being named, a la Facebook, as a tactic to attract their attention.
    • Add a #hashtag to make the post searchable by topic. Now it will be visible to individuals who are not in your network who use that hashtag to locate relevant posts. Use a maximum of three hashtags for best results.
    • Include a visual element. Posts are added throughout the day and scroll continuously. Your post in another person’s feed will soon be buried under dozens of posts by others. Images, photos and videos can make posts stand out in the stream, while people scan and scroll through the display in their feed. 

    What Happens Next

    A percentage of your connections will view your post. Additionally, if someone comments on it, or even likes it, then a percentage of her connections will also see it in their feeds.

    A percentage of connections of any person named in the post will also see it. 

    For example, each night, after attending a two-day conference where social media professionals spoke on best practices and trends, I prepared highlights of their remarks. I put the highlights on my letterhead and saved it as a PDF. I cited the speakers in a LinkedIn post and attached the document. Because every speaker named had thousands of connections on LinkedIn, the posts were displayed to numerous people and each was viewed at least 16,000 times. Did 16,000 people subsequently view my website or profile? Some, but not quite that many.

    This Month’s Tip

    How often should you post and when is the best time? Daily posts are recommended. If you want to post more often, wait at least four hours before posting again. People post and publish articles at all times of the day. Research indicates the best times to post are Tuesday through Thursday, with activity peaking at noon and between 5:00 and 6:00 pm. 

    As for activity on LinkedIn overall, many advise spending at least 15-30 minutes per day to search for posts by others using the hashtags of your preferred topics, plus reviewing posts in your feed. My advice is to comment on posts (and not like) in order to connect with the author, engage others among your (and the author’s) connections and add value to the discussion; see As You Like It, Please Say WHY.

    Contact

    Are you eager to engage with your network — and others — by posting on LinkedIn? Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 2347.256.9141. We’ll find topics for posts that will stop scrollers in their tracks and light up conversations with your LinkedIn connections.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Thanks to Joe Apfelbaum whose webinar provided insights on this topic, to Beth Granger for feedback on best practices on LinkedIn posts, and to Andy Foote, who offers this resource on character counts on LinkedIn. 
    Image credit: FreeDMVTest.org

    Your Business Card is Your Paper Partner

    Make sure your card will re-start the conversation after your recent meeting

    When you talk with another professional at an industry conference or networking event, you invariably exchange business cards. In that moment, you might peruse the new contact’s card thoughtfully and comment on the text, logo or service.

    Hours, days or weeks later, you again look at that card and decide how to proceed with this new connection.

    • What do you do when this second reading of the card does not remind you of that engaging conversation?
    • What if you no longer recall the person who gave it to you?

    Perhaps the card is responsible for this lapse in your recollection. Many business cards are not memorable, offering rather vague information about the individual and his business. You may need to look for the person on LinkedIn or visit the company website to refresh your memory.

    Now, put the shoe on the other foot.

    When you are not present, your business card is your paper partner.

    It represents YOU.

    That’s why it must clearly and succinctly convey:

    • who you are
    • what service(s) or product(s) you provide
    • who your preferred clients are

    When your card achieves these goals, it can easily re-ignite that initial conversation.

    Take a moment to review your stack of accumulated business cards — one by one — with this three-point checklist: the profession, service and target market of the person who gave it to you. Note the ones that meet the criteria and those that fall short.

    In some cases, the text on the business card may not distinguish the individual sufficiently. Perhaps the back of the card has no supplemental information or you did not make a notation (other than to send the person an article or a connection’s name). This gap puts you at a loss to remember the contact solely from his card.

    When I reviewed assorted business cards recently, one only gave the person’s name, phone number and email address. On the back was Surname Marketing, with a logo comprised of the letters S and M. No industry, no niche specialization.

    Does Surname Marketing provide digital marketing, branding or advertising? Does it focus on consumers, businesses or nonprofit organizations? The card does not answer these questions.

    Another new connection’s card provided her contact information, plus the street address and website. The back displayed Surname Company and below that Creative. But what was the profession? Documentary filmmaker, copywriter or graphic designer? 48 hours after receiving the card, I had forgotten, so I looked up the website.

    Actually, she is an interior designer. Sadly, the back of the card was black, so I could not have written a note to jog my memory later.

    Clearly, these two cards are not consistent with the professionalism of their owners. When the marketing consultant and creative interior designer add a few words about their services and target clients, their cards will become active paper partners and speak forcefully on their behalf.

    This Month’s Tip

    Take a closer look at your own card and see how it matches these criteria:

      1. Your name, title and company name
      2. Description of your profession/service
      3. Ideal client or target market
      4. Contact information: street address, phone number(s), email address and website
      5. Tag line that amplifies your offer
      6. Distinctive logo or visual element that is not overused, e.g., not the scales of justice for an attorney
      7. White or light-colored back, so the recipient can write a note there
      8. Font size of at least 8 point for legibility
      9. Substantial card stock that is not paper thin

    Review your business card against this checklist and adjust accordingly. When you have revised the card, ask others for feedback and then make any suggested edits. For production of your business card, turn to one of the many printing and stationery vendors online or you may visit a local office supply store to print the cards.

    Contact

    Does your business card talk to a new connection and concisely deliver information that will resonate after your first conversation? Let’s revisit your card and consider how it might make a more memorable impression. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141, so your paper partner will speak up for you loud and clear.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    How You Can Stand Out as a Conference Attendee

    Tips to maximize your presence and activity at a large group meeting.

    When you attend a conference held by an industry trade group or a professional membership association, you plan to learn the latest in your field, contribute to the discussion and be seen by your peers, among other activities.

    Follow these tactics so you will stand out from the crowd. Connect with the panelists, plus be noticed by other attendees and the conference organizers.

    • Identify the speakers who are of most interest. Contact each panelist at least one week in advance of the conference with an email about your mutual interest as it relates to their presentation. Perhaps ask a question, so that you begin the conversation before you walk into the conference session. At the event, briefly introduce yourself before the discussion starts, simply to put a face to the name, then take your seat. It’s easiest at this time, when there will be fewer people clamoring for the panelist’s attention.
    • Wear a distinctive jacket or tie. Women should wear a colored blazer or suit and avoid black and navy at all costs. Men might wear a light gray or camel sport jacket; it gives a professional appearance and also stands out in the sea of dark suits. Alternatively, men might wear a tie of a less ubiquitous color, such as green or orange. When you contact panelists (and perhaps attendees) in advance of the event, mention you will be wearing this article of clothing, making it easier for them to locate you in the crowd.

    I had notified several panelists, at a one-day meeting of 300 attendees, that I would wear a royal blue jacket. Four speakers scoured the ballroom during the lunch break and sought me out, so that we could have a conversation. One of them subsequently referred three clients.

    • Plan to ask a question. Take the microphone, stand up and introduce yourself with your name, and, if appropriate, your profession and the name of your company. Ask your question and remain standing while the speaker answers it. Now everyone in the room will know who you are. Plus, because you are wearing that distinctive jacket or tie, other attendees will be able to locate you and speak with you after the session to continue the discussion.
    • Volunteer to represent the breakout group. When attendees meet in small groups and then report back to the larger body, offer to summarize the discussion. As noted, take the mic, stand up and introduce yourself, before launching into your remarks. Most people in your group will shy away from this task, so confidently step up for your moment in the spotlight.

    In the above photo, I summarize a breakout group’s discussion at New York CFA Society’s Alpha Women Event, May 22, 2019. Note the colored jacket.

    • Post a summary of the sessions on LinkedIn so others may learn vital insights and the latest trends. You’ve taken notes of the speakers’ remarks, correct? Compile these highlights and takeaways within 24 hours. Write them up on your company letterhead, save the document as a PDF and attach it to your post. Add a snapshot of one panel for visual interest.

    After attending a two-day conference that featured top social media professionals, I wrote two posts on LinkedIn. Each discussion cited the speakers (e.g., @Speaker Name) and summarized that day’s highlights in an attached PDF. By mentioning the speakers’ names, the LinkedIn algorithm displayed the write-ups on their respective feeds; the posts were shown to many of their several thousand connections. Each of these two posts was viewed more than 16,000 times; people now associated my name with these experts and were prompted to view my LinkedIn profile.

    • Connect with the conference host. As the program ends, take a moment to congratulate the organizers on a fantastic event. Offer some feedback, both positive and negative, and exchange business cards. Perhaps you have an idea for a session for next year, whether or not you are a panelist.

    See also: Speak at an Event AND Report

    This Month’s Tip

    Take selfie-photos with the attendees you meet and event hosts. Post the pictures individually on LinkedIn with the name (@New Contact) and refer to the idea you discussed. Email the photo (and perhaps the link to the post) to the person with a note about your great conversation, along with the article or contact you promised. Invite them to connect with you on LinkedIn. You’ve started an in-person conversation; keep up the momentum.

    Contact

    Check your calendar for the next conference and consider which of these activities are most appropriate for you. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Let’s brainstorm so you will make a stand-out impression on the speakers, attendees and hosts at the upcoming event.

    Click here to read prior issues of this newsletter.

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    Are You Too Busy to Write? Then Crowdsource Your Content

    Ask contacts to provide insights and string those pearls of wisdom together.

    Crowdsourcing an article refers to the practice of soliciting and compiling insights from market leaders in a thoughtful discussion. The article usually includes a comprehensive overview that incorporates contrasting perspectives.

    This content creation strategy is a way for you to:

    • Share timely ideas;
    • Promote best practices;
    • Connect with industry professionals.

    WII-FM (What’s in It for ME?)

    As the author, you will ease your research burden, because most of the ideas are being provided by the participants. This thought-gathering expedites the writing process. In addition, you will:

    • Get an introduction to a new subject and take a brief deep dive into the material;
    • Build a stronger relationship with these sources;
    • Promote yourself as an authority and someone who is in the know.

    WII-FT (What’s in It for THEM?)
    The busy professionals you contact have the opportunity to contribute with limited effort on their part. What are their goals when they reply with some thoughts?

    • Their name and the name of their business are mentioned, perhaps in an industry publication read by clients, prospects and referral sources;
    • They are seen in the company of other experts and peers;
    • They retain control over the content, because their ideas are submitted by email, unlike an interview where their remarks are captured in notes and subject to error in transcription.

    Ask People You Know Well — or Virtually
    If you have a substantive question on best practices and are not sure who to ask or how to get started with crowdsourced content, you have two options. You may crowdsource from people you already know well and also from those with whom you have a passing acquaintance. Be sure your request is brief and the benefit to the respondent is clearly stated.

    Recently, I proposed a series of crowdsourced articles to The New York Law Journal on business issues of interest to attorneys with a solo practice. The first topic was selecting an office; options included home-based, subtenant, co-working space and office suite. Each category was to be explored in terms of its pluses and minuses: quiet solitude, camaraderie, location, networking, perks and expense, among other aspects.

    I recruited respondents among attorneys who are members of a networking group I attend. The lawyers contributed thoughtful replies to multiple facets of the subject. I carefully compared these answers as I wove them together; here is the resulting article.

    Subsequently, several contributors shared the article on their social media accounts. They also promoted the fact that they were quoted in a prestigious industry publication.

    You can crowdsource ideas from people you know, as well as those you know only virtually. Once, I posed a question on best practices for LinkedIn on my profile and also in a LinkedIn discussion group. I cited 10 LinkedIn coaches who I hoped would respond; each had corresponded with me in the past, but I had met only a few face to face.

    LinkedIn notified these coaches that I had mentioned their names. As active users of LinkedIn, they saw the value of answering my question. Their insights would be seen by their own connections, as well as mine and those of the other contributors, plus the members of the discussion group. Most of the LinkedIn coaches replied and their ideas offered contrasting views.

    Later, I individually thanked each commenter and also requested (and received) permission to cite their remarks in my monthly newsletter. I aggregated their answers and rounded out the discussion here.

    This Month’s Tip

    Offer value to the crowdsourced participant. When inviting the attorneys to provide ideas for the law practice article, I explicitly stated that their name, law firm name and a brief phrase about their practice would be included in the article. Similarly, I indicated my newsletter would include a link to the websites of the LinkedIn coaches who gave permission to cite their remarks. This approach underscored the benefits to the attorneys and to the coaches.

    Contact

    Do you have a question for your target audience that might spark a range of responses?  Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141.

    Click here to read prior issues of this newsletter.

    Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

    Image Credit: Forbes.com

    Post Your Newsletter on Your Website

    Embrace every opportunity to promote your insights.

    Imagine someone heard about your business or nonprofit organization yesterday. Naturally, they visited your website to learn more about you.

    As the reader scans the home page . . . Look! A popup window appears; it asks her to subscribe to your newsletter by entering her email address.

    The site visitor has only begun an acquaintance with you. How does she know she wants to receive your newsletter?

    Help her connect with you by posting your most recent newsletter issue on your website. When you feature it there, she will:

    • learn what is new at the company or organization;
    • gain insights into trends in your sector;
    • read about a client success story.

    Now she has a basis for deciding to subscribe.

    A potential subscriber who signs up in July may want to read the issues dating back to March, or perhaps even earlier, before submitting her email address to hear from you monthly.

    When your previous newsletters are not accessible on your website, you’re actually hiding content valuable to your site visitors.

    How does that gap promote your business and solicit new subscribers?

    Recently, I visited the website of a Public Relations professional; within a minute, I was invited to subscribe to her newsletter. Even though no issue was available for review, I signed up. I had read some informative articles she had published elsewhere and thought her newsletter would be worthwhile.

    Next, I emailed this colleague to ask why her newsletter was not on the website. Here is the reply:
    I don’t keep an archive, as the newsletter content is exclusive. If anyone can access it, I don’t know if there’d be an incentive to sign up.

    With all due respect, why does this writer think non-subscribers will remember to re-visit her website month after month?

    You may have noticed my approach is the complete antithesis of exclusive content:

    • all newsletters are posted on my website;
    • related content from previous newsletters is cross-referenced and linked;
    • teasers of the discussion are actively promoted on social media (see below);
    • a link to the newsletter section of the website makes it easy to read prior issues.

    For the other writer, only those who signed up for the newsletter at inception will be able to read the entire run of issues.

    This is an enormous missed opportunity for these reasons:

    • Posting your newsletters on your website, and making all that content accessible, will engage readers, clients, referral sources and collaborators more deeply.
    • Your newsletters court potential customers and induce them to subscribe.
    • Posting is easy to do and can even help boost SEO, with the addition of new content every month.

    Note also the opportunity to cite and link to the articles you have published in industry magazines, media outlets and elsewhere, as well as news stories where you are quoted.

    Don’t lock up your insights in a vault where only a select few will see them.

    Don’t scatter your thought leadership articles to the winds of chance.

    Turn your website into a library with ALL your published work.

    This Month’s Tip

    Use several social media platforms, relevant to your target audiences, to promote the content of your email newsletter, now that you have posted it on your company’s or nonprofit’s website:

    • put a one-sentence summary and a link to that page of the website as an update on your LinkedIn profile;
    • tweet a question, to which your newsletter is the answer, with its website link on X (Twitter) and re-post it multiple times;
    • ask that question in a LinkedIn discussion group and post the website link;
    • post a teaser with the link on your company or nonprofit’s Facebook and LinkedIn pages;
    • put the newsletter link on your website in your email signature.

    Helen may be a loyal subscriber, but that does not mean she reads every issue of every newsletter that arrives to her Inbox. Your subscribers’ attention waxes and wanes. By posting links to your newsletter on LinkedIn and other social media platforms, you give your current subscribers (and potential readers) two opportunities:

    • you increase the likelihood that they will encounter and read your timely ideas;
    • you make it easy for them to share your insights on those same platforms.

    Contact

    Ready to distribute your current newsletter to a wider audience? Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141, to post and promote your newsletter. Let’s open up the archive of all your writing so more people can read your terrific ideas.

    And, if you do not have a newsletter, let’s discuss why you should have one and how to launch it.

    Click here to read prior issues of this newsletter.

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    Image credit: Claudio Scott via Pixabay

    Turn Your Client Testimonials into LinkedIn Recommendations

    Why and how to share this social proof

    You probably have testimonials from clients describing your outstanding strategy, knowledge, execution, client service and other winning qualities.

    Testimonials are a category of social proof, namely, evidence from the peers of your intended audience that verifies some aspect of your expertise.

    Are these testimonials also displayed on your LinkedIn profile?

    Potential clients conducting an online search for a professional like yourself will probably find your LinkedIn profile ranked higher than your website. That’s because LinkedIn is a most trusted source for search engines and it is very difficult for a website to outrank it.

    Accordingly, make the most of this highly visible and FREE real estate by populating your LinkedIn profile with information that will answer a prospect’s most basic question: Can this person solve my problem? A testimonial or recommendation begins to address that concern.

    Recently, a branding professional and graphic designer asked me for feedback on her LinkedIn profile. She has a long career as the founder of her own firm and several household names are among her clients. Nevertheless, she had ONE LinkedIn recommendation. It was written in 2013, and it did not report on a recent professional project.

    When I asked her why there weren’t more recommendations, this 35-year veteran designer indicated that she wasn’t comfortable asking for them. How could that be?

    Here’s how to ask for a LinkedIn Recommendation. Go to the LinkedIn profile of the person who has given you a testimonial on your website (or would be likely to give you a recommendation). Click on the More . . . button and click Request a Recommendation. Or scroll down to the Recommendation section and click on Ask for a recommendation. Indicate the nature of your relationship: (NAME worked with you but at different companies; NAME was a client of yours, etc.). Indicate your position at the time. Now, compose your message, along these lines:

    Sydney, Your name came to mind thinking about the great work we accomplished together on the NAME OF PROJECT. It would be very helpful to me if you would write a recommendation for my LinkedIn profile, based on the testimonial you already gave for my website, which says this: Copy testimonial text. Please feel free to edit as appropriate. Thanks. I truly appreciate your support. Janet

    If you seek a recommendation from someone who has not yet given you a testimonial, why not request the recommendation — plus ask for the testimonial outright? Take a similar approach by providing a pre-written recommendation/testimonial on a silver platter:

    Terry, Your name came to mind thinking about the great work we accomplished together on the NAME OF PROJECT. It would be very helpful to me if you would write a client testimonial for my website and a recommendation for my LinkedIn profile. You might consider something like this: Janet Falk brought strategy, creativity and analytical skills to our brochure project. She gently reminded us of deadlines and kept her eye on the budget. The outstanding brochure was ready in time for the big meeting. I look forward to our next project. Please feel free to edit as appropriate. Thanks. I truly appreciate your support. Janet

    There are two possible outcomes: either Terry and Sydney reply by completing the recommendation form or the request is ignored/denied.

    So, how about yourself?

    Take a look at your LinkedIn recommendations. How many do you have? How recent are they?

    Now, rate the overall impression of your recommendations: Excellent, Satisfactory or Oops, I have not been paying attention.

    Make it easy to say YES and make it hard to say NO. The satisfied client who receives your pre-written recommendation text is very likely to take up your request, make a light edit, and send it back through the LinkedIn system. You can then ask for another edit or you can decide not to post it after all.

    It is up to you to post the recommendation, so consider whether you want to do so immediately upon receipt. Perhaps you will request a few every quarter and post them periodically, as suggested by Mark Galvin (who has 47 recommendations, as of May 31, 2019).

    Speaking of recommendations, have YOU given any recently to your vendors and clients?

    This Month’s Tip

    How many recommendations are appropriate? A bevy of LinkedIn coaches responded to this question posed on LinkedIn and offered divergent views. Andy Foote (14) advises two or three per role and do not overdo it. Petra Fisher (104) suggests two or three per year. Kevin Turner (149) said at least 10 and make sure they are dated less than three years ago. Brynne Tillman (176) noted that with a variety of recommendations she may select those that most closely align with the profession or industry of the potential client when submitting a proposal. Taken together, the wisdom of the crowd is between five and 10, and keep adding to them. Note that only the two most recent ones are displayed and the oldest ones are unlikely to be viewed. (Full disclosure: I have 36 recommendations.)

    Contact

    Ready to request a few recommendations?  Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141 to review a list of your satisfied clients and collaborators for potential testimonials. Let’s showcase the social proof of your capabilities and successes with LinkedIn recommendations that address your prospects’ needs.

    Request the e-book Three Steps for More Success on LinkedIn.

    Click here to read prior issues of this newsletter.

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    Image credit: Intero Advisory

    How to Invite People and Get a Sell-Out Crowd at Your Next Event

    Entice them with a value-added experience.

    Often an invitation says Please join us.

    That phrase makes me cringe.

    Who wants to go to an event where the host organization is begging for attendance?

    Here’s how to write an engaging invitation.

    1. Place the attendee at the center of the event. Use the words YOU and YOUR as often as possible. For example: You will learn proven tactics.
    2. Show how the event aligns with her agenda and interests.
    3. Create a sense of exclusivity, where the content offers up-to-the-minute industry and market information, a look behind the scenes or an insider’s view. This also suggests that the member will miss out on timely insights if she does not attend.
    4. Mention the opportunity to get close to a BIG NAME in the business.
    5. Use active, dynamic verbs: HEAR, LEARN, MASTER, UNDERSTAND.
    6. Make the event interactive with a Question and Answer segment. For example, “Share a what-if scenario about a friend’s company” or “Practice the tips presented in the workshop.” Plus networking with peers and connecting with colleagues, of course.
    7. Indicate the DAY of the week and the DATE to make it easy for guests to check their calendars; some attendees have scheduled obligations, such as a monthly meeting on the third Wednesday, and will be unable to attend.
    8. Keep the event title in the subject line short, between 60 and 65 characters, so it can easily be read on a mobile phone, which is where more than 60% of email is read.
    9. After you have a draft, go back and make the first sentence stronger to capture the reader’s attention and prompt the desire to learn more.
    10. Adhere to brand standards for the size of the font and its color, preferably black (dark) letters on a white (light) background.

    EXAMPLE: Consider this invitation to a lunch of the Legal Special Interest Group of a professional membership organization. Here’s the final version, and below it the initial draft.
    ————————————————————————————————————
    Event: Open Lunch for Legal Special Interest Group
    Break out of your chained-to-your-desk lunch routine. Members of the LSIG will informally discuss top legal and regulatory issues, plus current market developments. Bring a question or topic, share perspectives and tap into your peers’ collective knowledge. Network and take part in a lively discussion, the first in a series of open lunches.

    This event is free and places are limited, so please register promptly.
    ————————————————————————————————————
    Event: Legal Special Interest Group -Open Lunch
    Please join us for an informal open forum discussion and networking.

    Agenda:
    (1) Legal/Regulatory Update,
    (2) Current Developments and
    (3) Open discussion.

    This is the first of a series of Open Lunches the LSIG will be hosting this year. So come and join us for a bite to eat and enjoy a lively and interesting discussion. This event is free but places are limited.

              Which event would you attend?

    This Month’s Tip

    Four DON’Ts to improve your invitations:

    Do NOT say Please join us. Do not beg for attendance. A reference to US puts the reader outside the circle. In her mind, she is IN the circle. Do not alienate her.

    Do NOT mention our distinguished panel of experts. If they are not experts, why are they speaking at the front of the room? Attendees expect to meet the best in the business.

    After initially naming the sponsor of the event, do NOT promote that company. It is an organization’s event, not a sponsor’s event. The company is welcome to review the invitation for accuracy, not for approval.

    Do NOT use reverse type (light color on dark background), which is harder to read.

    Contact

    Ready to draft an invitation that will attract a sell-out crowd? Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141. Let’s discuss how putting the reader at the center of the invitation will put more attendees in the room.

    Click here to read prior issues of this newsletter.

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    Write Your Case Study with P A R I (Problem, Action, Result, Impact)

    Promote the difference you made.

    Case studies are a familiar marketing tactic to develop trust with potential clients. Prospects read about your experience with a business similar to theirs and get a sense of how you might work with them. When you present the success you achieved with another company, you’re indicating that you:

    • speak your prospect’s language;
    • understand the stated problem (and can anticipate related issues);
    • offer a strategy, tactic or solution that will take that pesky weight off their shoulders.

    The P A R I formula for writing a case study is a proven approach that transcends all business operations and industries. Follow this step-by-step series of questions to gather the components of your case study, and you’ll easily develop a persuasive narrative.

    Problem or Present situation:
    What was the situation before you arrived on the scene? What was the danger if the client did not take prompt action? What would not have happened if you were not involved? Sketch the essential elements of disorganization, slow and complicated processes, poor sales growth, underperforming staff, etc., so the prospective client will identify with the challenges the client and you were about to tackle together.

    Action you took or Advice you gave:
    What steps did you take to define, address and resolve the problem? Who needed to be persuaded to join the team? What was the budget? Include these details to enhance your credibility with prospective clients.

    Result:
    Thanks to your intervention, what was the immediate result? Did the phone ring off the hook when a news story appeared? Did web traffic increase, leading to more sales inquiries? Was a process streamlined when a bottleneck was eliminated? Numbers and percentages will concretely underscore the essential role you played.

    Impact:
    What was the longer-term impact of your role for the company? How did the changes you recommended help implement ripples across other operations? How is the success you achieved being sustained? Demonstrate that your role gave the client tools to maintain the improvements you engineered.

    Many professional resume editors recommend the P A R acronym to highlight career achievements. By adding the I for Impact, you underscore that your insights and efforts exerted a sustainable effect that the organization will perpetuate into the future.

    This Month’s Tip

    After you develop the case study and post it on your website, think of how you can promote the essence of the story in other venues. Perhaps you and the client can speak at an event or appear on a podcast. Consider writing an article for publication in a key industry magazine or your professional membership association’s newsletter. Share the write-up in relevant LinkedIn groups; ask a question about the problem you addressed and offer your case study as the best practice that resolves the issue. Create a video where you discuss the before, during and after of the situation. These are among the many ways to distribute your outstanding work.

    Contact

    Ready to draft your case study of a client success? Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141 to review the foundation of your P A R I approach. Let’s use it to make a case for your expertise.

    See also: Client Success Becomes a Case Study and Article

    Click here to read prior issues of this newsletter.

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    (This discussion has been lightly edited for updated content.)

    Speak at an Event AND Report

    When you give a talk, plan in advance how to promote it before and afterwards

    Let’s say you  spoke at a conference and had your photo taken at the podium.

    You can then post the snapshot on your LinkedIn profile, so others can see your accomplishment. 

    Build on your success with highlights of your remarks in a few short phrases. You may even link to an excerpt of the slide deck or a recording of the full discussion. For an example, click here.

    Perhaps someone, who does not already know you, will want to learn more about you and your presentation. On LinkedIn, they can see your profile and read your articles. They can then visit your website and review your newsletters and publications.

    Maybe she will be so dazzled by your provocative insights and dynamic approach she will invite you to speak to her group.

    Or better yet, perhaps he will contact you to meet and discuss a project or interview you for a position at his organization.

    As an event attendee, when you hear a thoughtful presentation, note the key points in your LinkedIn post. Then, offer your agreement or difference of opinion. Consider how you might implement those ideas.

    If you shook hands with the presenter or posed in a group shot, share that photo and mention the content discussed.

    On the other hand, a photo that says I spoke here or I met Famous Name delivers the same value as I drank coffee at my favorite café. It’s a non-event to your contacts.

    In recent weeks, I have asked individuals who posted such event photos on LinkedIn to please share takeaways of their remarks or report what was discussed, so others may learn.

    Most of those folks did not even reply to my comment. What? LinkedIn is a social media platform. Why did you mention the event and post a photo, if not to generate discussion and invite engagement and connection?

    Here are four substantive responses to my inquiry with evaluations in italics:

    • One fellow replied by sharing the recording of a practice session of his talk. This essentially duplicated the experience of attending the session. Terrific, especially because the event was in another country!
    • One contact cited highlights in, literally, two words; then she referred to her “most recent article on LinkedIn.” OK. Better to provide a link to that article and make it instantly available.
    • One woman replied that it was an internal meeting and content would not be shared. Apparently, the photo of eight panelists, plus caption naming two of the speakers, was designed to showcase the company’s diverse employees. How nice. Why should anyone outside that business care?
    • One speaker’s post asked “Missed my presentation on topic?” and linked to his slide deck. Fantastic. His discussion was excellent and now many can grasp his insights.

    You may recall I discussed a similar approach regarding the use of the Like feature on LinkedIn when commenting on posts by contacts. Those observations hold true for one’s own promotional activity on LinkedIn.

    Consider how a post about your speaking engagement (or attendance at a meeting) may become more inviting and informative to your contacts by citing the content discussed.

    This Month’s Tip

    When you prepare to give a talk, remember to promote it before and after the event. Assemble a list of three to five takeaways. Recruit someone to take a photo, if there is no official photographer. As an attendee, plan to take notes AND photos.

    Post the highlights of the event and a photo, with a substantive caption, on your LinkedIn profile and in relevant groups, plus on your Twitter account.

    See also: COPE: Create Once, Publish Everywhere and Work Up Your Workshop in a New Format

    Contact

    Ready to get more mileage from your speaking engagement? Two goals are to put you on the road for another talk and to meet with prospects who were impressed by your remarks.  Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 347.256.9141 to learn how to share the wealth on social media.

    Click here to read prior issues of this newsletter.

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