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It All Started with a Flying Machine

As I celebrate 18 years of Garrett Public Relations, I’ve been thinking back to my very first client.

When I launched my business, I was in the Bay Area—one of THE places for entrepreneurs with great, if sometimes crazy, ideas.

As I was preparing to leave my day job to go full-time as a solopreneur, I was fortunate to be introduced to one of these entrepreneurs, an inventor. What had he invented? A flying machine. For real. It was called SoloTrek and was a vertical take-off and landing aircraft based on ducted fan technology. (The two-person model, the DuoTrek, resembled the flying car that’s been in the news this week.)

Continue reading It All Started with a Flying Machine

Forget the resolutions: 5 ways to get started on PR in 2017

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2017 is here. As the New Year begins, resolutions are being made. That includes resolutions for your small business.

But, what if you don’t believe in making resolutions? And even if you do, for some of us, they simply don’t work.

That’s OK. How about we just focus on getting it done this year? If you’ve been thinking about doing some public relations for your small business or startup, there are some simple ways to get the ball rolling.

Here are five ways you can make it happen for your small business when it comes to PR:

Continue reading Forget the resolutions: 5 ways to get started on PR in 2017

The quality of writing is on the decline – 7 tips to make you a better writer

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The quality of writing today is on the decline.

If you read any online publications or blogs, you’re probably noticing more and more errors (even in major ones). Why is this?

  • There’s more content—everyone is creating content. With the rise of content marketing, blogging, self-publishing and guest posting, the volume of content has increased dramatically. More than two million blog posts are published every day, while 72 percent of marketers are producing more content than they did the previous year[i].
  • There are fewer copy editors. There are about half as many copy editors today as 10 years ago. Copy editors have been sacrificed more than any other newsroom category[ii].
  • There’s a rush to get content out there. Some statistics claim that companies that don’t blog daily will be left behind. With that sort of a rush mentality, it’s no wonder there are more mistakes than ever in our writing today.

Whatever the reason for this decline in our writing, our standards are being lowered. This hurts our credibility as professionals. 81 percent of businesspeople in a recent survey agree that poorly written material wastes a lot of their time[iii]. It distracts the reader from the intended message. And, it just makes us look plain unprofessional.

Conversely, while the quality of writing may be decreasing, content marketing is seen as an increasingly vital part of a company’s marketing strategy. Content marketing costs 62 percent less than traditional marketing and generates about three times as many leads (Source: DemandMetric). It’s efficient, compelling and highly customizable, catering to virtually all businesses and industries[iv].

So, given all of this, what can we do to produce higher quality written content?

Here are seven tips to improve your writing:

1) The first draft doesn’t have to be perfect: Just get it down on paper…get the words out. You can go back to fine tune it later, but it’s important to get all the information out of your head and on the page first.

Some writers seem to be intimidated by the writing process. But truly, the first draft is just that—a draft. If you get the words down, you can always go back to edit them. Don’t be afraid to just start writing. Remember—you don’t have to show anyone your first draft—so who’s judging?

2) Write when the mood strikes you: I often see pieces advising writers to set aside a block of time each day to write. And yes, generally speaking, there are times of day that are better than others for most when it comes to writing in a focused manner.

But sometimes, an idea will just hit you—that’s the time to go with it. Run with that inspiration to achieve some of your best work. For example, I can tell you that writing a 500-word blog post is going to go a lot faster when you’re feeling inspired to write—versus when you’re forcing yourself to write.

3) Allow time for rewrites: I find that my best work is usually a product of having enough time. Sure, there are times when you just have to get it written and done. But, a much more effective process is allowing yourself a couple of days in which to write, walk away, and then come back to refine your work. You’ll be amazed at what you catch and can improve if you give it time to breathe.

4) Proofread your work: Of course, you need to proof your work. Many simple errors would be caught before publication if writers would simply review their work. A tip I use often—read your work aloud. This will help you catch errors you might otherwise glance over. (A side note: You may want to try this when no one else is listening…!)

5) Have someone else review your work: After you’ve proofed (and re-proofed!) your work, ask someone else to review it. A spellchecker is good, but it’s not the same as having another human review your work. This could be a colleague, or even a friend (or check a service like Fiverr to hire a copy editor at a reasonable rate). It’s just helpful to have another pair of eyes reviewing your work to catch the errors you (or spell check) may miss.

If you have no human to proof your work, you can try a tool like Hemingway App or Grammarly. There are even free versions of these tools, which help catch complex sentences and common errors.

6) Follow style guidelines when applicable: Not sure if a number should be spelled out? Ever wonder if a word should be capitalized? Style guides to the rescue! If you’re in the news or PR fields, AP Style is generally preferred. The Chicago Manual of Style is the guide for authors, editors and publishers of books, periodicals and journals. A full explanation of both is here.

7) Look to the pros for more tips: Looking for more advice? I always recommend Ann Handley’s best-selling book, “Everybody Writes.” And, sites like MarketingProfs, Contently and Copyblogger are great sources to glean more writing tips and tricks.

Those are my best quick tips. What works for you when you write?

A closing thought: Did you know that 64% of B2B marketers outsource writing? (Source: TopRankBlog) So, if you need writing help, get in touch.

Looking for more writing and PR tips? Sign up for my free monthly newsletter by clicking here.

[i] http://neilpatel.com/2016/01/21/38-content-marketing-stats-that-every-marketer-needs-to-know/

[ii] http://www.poynter.org/2013/asne-survey-there-are-about-half-as-many-copy-editors-today-as-10-years-ago/203244/

[iii] https://hbr.org/2016/09/bad-writing-is-destroying-your-companys-productivity

The quality of writing is on the decline - but how can you improve your writing?

The quality of writing is on the decline – but how can you improve your writing?

[iv] http://contentmarketinginstitute.com/2016/08/content-marketing-stats/

 

6 Communication Lessons from the Presidential Debate

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Last night was the first of three presidential debates between Donald Trump and Hilary Clinton. Millions watched as the candidates went head to head on issues affecting our country. But, for those of us in the audience who communicate for a living, we were probably watching as much for the lessons in what to do—and NOT to do—as we were for anything else.

Here are six communication lessons we can learn from watching:

  • Preparation matters: It was clear to most of the viewing audience that one candidate seemed very prepared—while the other less so. When it comes to important events in our careers—big meetings, presentations, negotiations, speaking engagements—we can’t just “wing it.” Taking the time to prepare appropriately pays off when you can confidently deliver your message and handle tough questions.
  • Sometimes, it’s better to say less: We watched several times as Clinton let Trump hang himself by not saying anything. She could’ve intervened, but she waited—and let him go on. This was a strategic move on her part. The more he talked, the more missteps he made. She simply stood by and let it happen. This can apply in a meeting or negotiation, as well—even in written communications. Sometimes, saying less really is
  • Moderators need to moderate: Trump continually interrupted Hilary last night—AND he interrupted moderator Lester Holt. Of course, this is bad manners, but if professionals do this, they need to be reigned in. The moderator’s job is to help control the amount of time each person speaks and not allow anyone to step on others’ time. Holt is taking heat for allowing it to go on and not stepping in more assertively. It works the same way when you’re part of a panel at an industry conference, for example. This should be a lesson to anyone moderating—maintain control of the event.
  • Keep your cool under pressure: If we’re under pressure, sometimes, we crack. We saw this last night, as Trump continually lost his cool, baited by Clinton multiple times. We must remember that, no matter what happens, we need to keep our composure. Don’t let anyone throw you off your game. When Trump stuck to his game plan, he was able to make some solid points. Unfortunately, that was overshadowed by his inability to remain calm to cool-headedly answer questions and stick to messages he knows resonate.
  • Don’t interrupt: Communication 101—try not to interrupt when others are speaking. Yes, sometimes someone will go on and on—and then we may feel the need to try to get a word in edgewise. But, interrupting continually should not be our default mode of operation. It’s rude. Children do it—but they’re children. Professionals shouldn’t operate this way. Keep interruptions to a minimum, if you feel you must interrupt at all.
  • Every once in a while, smile: If you noticed last night, the only time Trump smiled was at the end of the debate, while Clinton smiled throughout. Smiling makes you more likable, more relatable. According to The Definitive Book of Body Language, if you smile at your audience, they’re more likely to feel a connection with you (even if the smile is forced). Struggle with remembering to smile? Put a reminder in your notes.

What communication lessons did you learn from watching last night’s debate?

7 Takeaways from Content Marketing World

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As I continue to come down from the “high” of attending Content Marketing World this past week, I’ve begun to process all the knowledge I drank in.

If you’re not familiar with Content Marketing World (#CMWorld, for short), it’s a conference put on by the Content Marketing Institute in Cleveland, led by the “godfather” of content marketing (and all-around nice guy), Joe Pulizzi (@joepulizzi). This year, it drew 3,500 attendees from all over the world, including attendees from 40 Fortune 100 companies. If you create or market content, trust me—it’s a BIG deal.

So, what did I, as a writer and PR pro, take away from the event? Here, I share my top takeaways from the week:

  1. Slow down: This message seemed to come through time and again. If we’re doing too much, and not doing it well, maybe we need to do less—and do it better. It’s quality, not quantity, that matters. In our race to produce as much content as possible, something’s lost. So much of the content produced today isn’t as stellar as it could be. And, the number of typos seems to be growing, even in the work of high-level publications. Let’s slow down, take a breath and make sure what we’re writing is of a higher quality. Let’s make sure to make what we produce count. As social media and content marketing expert Ian Cleary (@iancleary) noted, “Don’t publish content just to publish – make it worthwhile.”
  2. Writing is a constant: Strong writing matters. Without great writing skills, our content suffers. That’s why, if we’re accomplished writers, we’ll always have a future in content creation. So, a focus on improving your writing skills will never go out of style.
  3. Better writing IS attainable: On the topic of writing, I was lucky enough to hear one of my favorites, best-selling author Ann Handley (@annhandley), present not once, but twice, at CMWorld. What I like about Ann is her practical advice on writing—it’s not magic. To get better at writing, guess what? You just have to write. Yes, there are some techniques and approaches Ann shares in her bestselling book, Everybody Writes, that are quite helpful (if you don’t own this book, you should). However, as she herself said in her session, “There is no magic feather” that will make you a better writer overnight.
  4. Strong opinions lead to more shares: Content marketing authority Andy Crestodina (@Crestodina) gave one of the most popular keynotes at CMWorld (no wonder he was the most highly rated speaker at the 2015 event). He talked about the power of strong opinions when creating content. What do you believe that most people would disagree with? What questions are people in your industry afraid to answer? Andy says if you take a stand and publish your strongest opinions, more followers will share your content.
  5. Social media involves more than just setting it—and forgetting it: Jonathan Crossfield (@kimota), content marketer and social media expert, talked about how history repeats itself—and there’s really little excuse for brands that could learn from others’ mistakes. Be thoughtful when planning social campaigns—don’t rush to push that campaign out there without first doing your research. Learn what not to do—and there are PLENTY of examples.
  6. Don’t forget the visuals: We know visuals are important. But HOW important? Research published by Hubspot says content with relevant images gets 94 percent more views than content without relevant images[i]. That’s 94 percent! So, find a designer or some tools (like Canva) to help you. There are also plenty of sources for royalty-free images like Unsplash and Pixabay, if you don’t have your own photos to use.
  7. Get buy-in: Content creation isn’t a solo activity. You really need buy-in from the top AND engagement to ensure the success of your content marketing efforts. If you struggle to get that buy-in, take small steps to win them over. As content strategist Deana Goldasich (@goldasich) said, “You have to walk before you can run.”

 

[i] http://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.00006ju6bu19m4dg8y3gk2ofxhfjg

 

Micropreneurs, Don’t Try to Do It ALL

I came across this piece on Forbes, Micropreneurs: Don’t Waste Your Time On These 7 Business Tasks,  and as a micropreneur, took a few minutes to check it out. After all, what small business couldn’t learn to be more efficient, right?

Like the author, I sometimes loathe paying for services, but there are times when it makes sense. For example, before I even started my business, I had lined up an accountant who specialized in working with SOHO (small office/home office) types. I had heard enough horror stories about others who’d failed to pay quarterly taxes or put aside enough money to cover year-end taxes to know that I didn’t want to find myself in that position!

Even so, I can see where #6 (writing) and #7 (marketing) might be tougher sells for the micropreneur. After all, his or her day-to-day business probably isn’t dependent upon either of these (don’t pay your taxes and you’re in trouble!). But, thinking of the many examples of poor writing or missed marketing opportunities I see on a daily basis, I wonder how much this is actually hurting many businesses…?

Let’s take writing. I’m sure many micropreneurs are thinking, “Eh, it doesn’t matter if I can spell or punctuate correctly, no one will notice.” But, they DO notice. And it makes you look unprofessional. Some folks just can’t string a coherent sentence together to save their lives. While they may be brilliant at what they do, they’re just not good writers. When that’s your reality, it doesn’t hurt to find someone who can write for you. Write your site copy, write a company description, or write other documents you may need. Or, if your writing just needs a little finessing, you can hire someone to proof your work and fine tune it by making minor adjustments. It shouldn’t be terribly expensive (if it is, you’re talking to the wrong person) and can truly help you polish your professional image and that of your business.

Then there’s marketing. Of course, there are many aspects to marketing. The truth is, if you try to tackle them all at once, you may go broke. One approach is to take a look at the marketing mix and choose a couple of areas you think would help your business most to focus on. Depending on your industry, there are marketing tactics that may be more helpful than others. For some, it’s paid search marketing. For others, social media promotion or SEO may be more effective. And let’s not forget PR. PR is applicable to any business that wants to raise its visibility and drive traffic and sales. While PR isn’t rocket science, I don’t know many micropreneurs who know much about it, which is when it can be really beneficial to hire an expert.

A PR consultant can work with you in a variety of ways, mapping out an approach and carrying it out—or maybe just providing some coaching if you want to try to do it yourself. Sometimes, micropreneurs need help with PR on the writing side of things. Others may need more help with the media pitching. You can find help with this at a reasonable cost. There are consultants and freelancers who work with smaller businesses and understand their budgetary constraints.

So, I would add another item to the list of things micropreneurs shouldn’t waste time on—and that’s worrying about finding help that won’t break the bank. There are cost-effective alternatives out there if you look.

 

What Peter Shankman Has to Say About Ways that Every Small Business Can Improve

I was fortunate to see Peter Shankman speak live and in person Weds. night at a fabulous event honoring women in small business sponsored by the Women’s Small Business Accelerator here in Columbus.

Peter talked about simple ways to improve customer service (based on his new book, Nice Companies Finish First), such as just smiling at customers who enter your business—did you know this dramatically increases the likelihood that they’ll purchase something? This is so true…but sadly, not the norm. I have a pet peeve about walking into a store and having no one greet me or smile… yet it’s SO easy to do this…it should just be part of doing business. Unfortunately, it’s become the exception.

I was raised in a family business where we all took care of customers at our produce market. I always enjoyed interacting with people, so it was natural for me to smile and to try to provide them with good service. Beyond that, I think we watched our parents and how they interacted with customers and took cues from that. My dad was well known with his customers for his sense of humor. He was always good naturedly joking around with customers, and they loved it! You want visiting your place of business to be enjoyable for people. This makes it more likely that they’ll come back. It’s simply human nature.

Also, Peter talked about how many web sites have typos on the home page…another pet peeve of mine. As a writer, mistakes just jump out at me…but even if someone visits your site who isn’t as tuned in, they could still be turned off if typos are the first thing they see. Your site represents you… typos are LAZY! NO excuse! NONE! You don’t even have to hire a professional writer or proofreader (though it doesn’t hurt!)—just have a colleague or friend take a look. Something as vital as your home page would even warrant a few friends taking a look…

Standards are so low these days…why not rise above and try to put forth just that little bit of extra effort to make your business stand out from the crowd?

ImageCan you tell I’m passionate about this stuff?! And so is Peter, which is why he’s a rock star!

 

Everyone Could Use PR

In my work as a PR specialist, I often notice things perhaps others don’t.

For example, walking through a mall on my way to meet someone for a lunch appointment, I noticed a sign about an upcoming event that would appeal to parents in the area. I thought, “Hmmm, why haven’t I seen/read/heard about this before?” The event happened to be coming up that very weekend…and I’m just now seeing it. So how many others who’d be interested won’t see/read/hear about this before the weekend? This happens to me frequently, leaving me to wonder, “Why doesn’t everyone see the value of PR?”

There are many situations where I think a little PR could’ve helped an organization or event immensely. Here’s another example: I recently attended a local charitable event—a major undertaking to plan and prepare–that would’ve benefitted from better communications. Meaning that after folks signed up to participate, they should’ve heard regularly from the organizers. I signed up and received only one email confirmation. I never heard back before the event with any buzz-building messages or updates. Did it affect the turnout? Yes, unfortunately, the event suffered from a poor turnout, despite all the planning and preparation that went into it. Better communication would’ve yielded much better results and helped the organization reach its goals.

These are just a couple of examples of how better PR could help even the smallest of organizations. There are, in fact, many instances that take place in our day-to-day lives when I’m left wondering why someone didn’t do a better job of promoting this event/product/service? It’s plain to see that a lot of time and effort went into the initiative; why didn’t someone spend just a little more time getting the word out to the masses?

PR is getting the word out about your event, your service, your product, your customers, your new hires, and so on—it’s spreading the news about your company or organization. Oh, and here’s another key point: Other than the time it takes to create the message or content and contact those who publish the news (or self-publish it via social media channels and your site), PR is free. That’s right, FREE! If that doesn’t get your attention, than what will? Unlike paid advertising, you don’t pay for the space. PR also goes hand-in-hand with your marketing efforts, so that any content created can be tweaked and repurposed, meaning you don’t have to reinvent the wheel.

So, if you’re taking the time to plan an event, launch a new product or service, hire someone, or do something else newsworthy, why hide your light under a bushel? Get the word out—shout it from the rooftops if you have to!–but make sure to include PR in your planning efforts.