Carts & Horses: The Elevator Pitch

You've decided to undertake an exciting new venture - Congratulations!

Be it opening a new business, unveiling an app, kicking off a needed service or re-vamping a project that was developed some time ago, there are certain steps you probably followed to get your idea to the launching pad.

And there are a few steps you'll need to follow to successfully see it to fruition.

But, just like you wouldn't decide on your business structure after you've filed your taxes, there is an order to putting things together marketing-wise, too. For example, you wouldn't get business cards printed if you didn't yet have an address, phone number or email address, right?

You shouldn't sit down to have your website or promotional brochure crafted until your elevator pitch is together, either.

An elevator pitch is a quick sum-it-all-up blurb used to answer that "So what do you do?" question you are often asked at networking functions or business mixers. It very succinctly tells the basics of what you do/what your venture is about in about the time it would take you to ride from the hotel floor you meet Oprah on to the one you or she has to get off on to get to your/her function (hence the name).

It should be short and sweet but hit all the important aspects of what makes you and that thing you do unique.

What it's not: A slogan, catch phrase or tag line that is a part of your business name. Feel free to include that in your pitch, but don't let that be all you include.

Don't have an elevator pitch yet? Sit down with a pen and a piece of paper (or a stylus and smart device note pad) and write it out. List the basic things you do and describe a bit about how you do them. Keep it simple and light, leaving out the high-tech jargon, five-syllable words and anything else that would make it hard to remember. Because making it as memorable as possible is really the point.

Let's say you own a floor installation company. Your pitch could tell what kind of floors you install (laminate, hardwood, concrete work floors?), where you're located (in the heart of busy Boston or on the outskirts of a quiet, rural area?), and what makes it unique (work done in three hours or less, self-manufactured materials, number one retailer in the Northeast, etc.).

Tighten those words until you have one or two sentences with some specifics and just the right amount of detail. If it takes longer than a minute to get out smoothly, keep refining it. Practice saying it until it becomes effortless and flows smoothly so you can almost say it in your sleep. Then practice it some more on live people - like your family, friends, the mail carrier, and the cashier at your favorite sandwich shoppe. Once you've gotten it to where you want it to be, make sure everyone that represents you and your brand know that elevator pitch like they know their own name. Yes, it's that important.

Now go forth and prepare to put it on the "about us" section of your website, social media platforms and on the brochure that gives a bit of detail about your company and what services you offer. Then get in that elevator with confidence just in case the doors open and there's Oprah.

Me and My...Bio

Having worked with video production teams looking to interview people about their art, product, service or activity, we've discovered that one thing almost always holds true: In order to effectively help tell your story, some kind of background information on you, your company or your event will be needed.

The most preferred way of getting that info out is via a biography - or a bio for short.

A bio is a written history of a person's life. It doesn't necessarily have to contain everything that's happened since you drew your first breath, but it should contain the basic information of where you were born or grew up, how you began doing what you do, your influences and the like. Ideally, you want to write it in third person (SHE did such and such as opposed to I grew up...), and a quote from you that sort of encapsulates how you feel about your passion is a nice touch as well.

What your bio shouldn't do is create more questions than it answers - and if you start it by telling only when you created your business or when sold your first painting or theme song, it will do exactly that.

So begin at the beginning. Was it a parent, teacher, family friend or person on TV that first got you interested in your passion? Did you begin dancing, singing or performing in grade school or were you a late bloomer who started in high school or after? Did you have a dramatic career shift or was your path to where you are now a straight one? What was the turning point that made you decide that doing this was what you would do for the rest of your life?

In other words, tell the whole story. Sure, there will be nuances that will come out during your interview, but the person conducting the interview won't know the framework unless you give them an outline from which to draw. Inquiring minds want to know, they really do.

Don't forget to mention any collaborations, regular activities (like a weekly, monthly or annual event) and what is next on the horizon. Even if you don't, chances are that the last thing your interviewer will ask of you is exactly what's coming up next.

Artists who have had regular gallery appearances or performers who have been part of various productions might want to also list where their work has appeared or might have be seen. Rest assured: in a bio, you really can't give too much information about yourself.

And by all means, don't be afraid to toot your own horn. If your work appeared on the New York Times Best Seller list, you starred in a play or movie with a huge celebrity, an ensemble you danced in was choreographed by a big name in the business or your last EP was mentioned in Rolling Stone magazine, say so. It's hardly bragging if it's true, so...

Your bio is your time to polish your accomplishments and put them on display in all their spit-shined glory. Make sure it gleams by getting someone with strong writing skills to help you craft yours or by hiring a company like ours to put it together with you. Don't wait until you are asked to produce one to have it at the ready. Especially if you are a creative looking to show the world your stuff, your bio should be the one thing you always want to include with your work.

Need help getting started? Give us a call... 

Show and Tell

Folks looking to generate some buzz about their business or upcoming events often take to social media for a little assistance. Because the platforms can be relatively inexpensive to use, posting about an opening, new hours/menu or expanded services can be very effective and help get the word out about that thing you do without breaking the bank.

Sure, what you have to say is important, but so is how you say it. One of the best ways to get followers to do something - like head to your site, share the post, or "like" your page - is to ask them to do it. In advertising and marketing, it's referred to as a Call To Action (CTA). That "Join to our mailing list" slide-in on your website, the "Click the link in our bio for more information" line on Instagram and even the "Shop now for the best deals" link to your online store you tweeted are all perfect examples of CTAs.

Now imagine the slide-in, IG post or tweet loaded with exclamation points at the end of every line. Different feel, right?

That's because the second important part of the CTA is to make the client/customer feel good about doing what you've just asked them to do. In other words, that call has to make them feel connected to that action, usually because of the gained benefits - like inside tips, a chance to help those in need or information that's made especially for them.

It's really as simple as showing rather than telling. Think about it this way: Which would you more easily relate/respond to - A or B?

Call To Action "A"

Call To Action "B"

"A" is very, very common, but it's also simple and to the point. It's used as often as it is because it's effective and makes you want to sign up so you won't miss anything or feel left out. "B" on the other hand doesn't really get you to feel anything - other than hungry - because it demands, via its dramatic use of exclamation points, that you feel excited about the new catering feature without sharing what the benefit of that excitement will be or letting you know what's really in it for you.

In other words, if you need to use all-caps and lots of exclamation points to convey your message, you might want to think about reshaping it. You really shouldn't have to tell your audience to get excited - just excite them. Think of using more than one exclamation point as basically telling viewers what to feel instead of showing them how.

Generally speaking, if you can get viewers to feel something based on what they see (graphics) or what you say ("See how it works" and "Learn to be a better  _____" invoke curiosity, while "Get 15% off your first order" prompts a desire to not miss a good deal), the chances of them following through on that CTA usually go up.

Working effective CTAs into your social media and web pitches isn't always easy, but knowing what you're striving for can be a big chunk of the equation. You'll be surprised at how effective a few simple and well-placed words can actually be.

In the meantime, ditch the over-the-top punctuation and click here to see how other companies work their CTA magic. And if you need some assistance making your social media and website CTAs sing, let us know.

Why publicity isn't an exact science

Publicity/public relations isn't advertising, but they all have one thing in common:

They cannot guarantee that the folks you are trying to reach will actually be reached - it's just that simple.

The reasons why are complicated and varied, but a lot of it has to do with the idea that it can be harder to get attention for some things than it is for others.

For example, if you are a celebrity or public figure whose life is documented day-by-day via social platforms or traditional media, a sneeze could net coverage by every major news outlet in the world. But if you are a small or new organization, an up-and-coming artist or someone who leads a more covert existence, convincing the press to cover your grand-opening, concert or exhibit, can be a bit more difficult.

The truth is this: Media attention tends to garner more media attention. "Currency" - being seen a whole lot or everywhere - is one of the seven news values that help editors, producers and reporters determine if something is newsworthy. That being said, it stands to reason that the more media attention you already have, the more you'll get.

Yes, hiring someone to help you get your information out there - via a press release, eblast or the like - can help, but understand that it doesn't guarantee that the press will flock to cover what you have going on.

Today, with budgets being tightened and news outlets being forced to do more with less due to smaller staffs, things that use to be guaranteed for coverage - community events, feel-good award ceremonies and dinners, parades - often aren't anymore, usually because the news outlet simply might not have the manpower to send someone over.

The last medium-sized daily newspaper I worked for had a staff of just five general news reporters, two sports reporters and one photographer covering all or part of five counties. Weekends had only one general reporter and one sports reporter on the clock - and only images left over from the week for local photos. The newsroom was literally like a ghost town after 5pm on Friday until 9am Monday.

So it may not be realistic to think that your publicist or PR specialist will be able rustle up a TV, a radio and a few print outlets to cover your event. It is his/her job to be the liaison between you and the press, and generate buzz - but even the best publicist can't guarantee coverage.

It's important to remember that with publicity, you pay for the amount of time, effort and consideration the publicist makes on your behalf, not necessarily for results. Sometimes, the fruits of your publicist's efforts won't even be realized until months after the initial campaign is complete. Think about that event video that was shot, edited and posted to your FB, Twitter and Vimeo pages. Not everyone will see it the day it was posted.

Although coverage guarantees aren't possible, you can help your publicity team a great deal by giving them as much lead-time for your event as possible. For example, monthly magazines work about two-to three months out (national magazines have lead times of at least three months). If your event is in January and you want to get it into an area monthly magazine, you need to have the information ready to send shortly after Halloween, no joke. Weekly and daily publications have shorter lead times, but a two-week window is the absolute minimum you can comfortably give and expect a news team, reporter, photographer or blogger to be able to cover it.

So, if the website the press release bounces everyone to for details about the event needs updating, don't wait until the day before the event to get the information up. Also, make sure the person you list as a "for more information" go-to lists a number they can actually be reached at on a weekend or late in the evening. There is nothing worse for a reporter or editor on deadline to call and get a voicemail when all they want is to double check the spelling of the keynote speaker's name.

Publicity and PR specialists can be miracle workers, pulling stuff together at the last minute and making things happen that otherwise seem humanly impossible. Some of that is par for the course, but most of that is the necessitated by poor planning by the folks looking for publicity. It is also the one thing that can surely be avoided.

Be kind to your publicity team - and one of the best ways to do that is to get them the information they need in a timely manner so they can help you garner the buzz you're looking for.

What Does "Social Media Management" Mean?

The one constant always heard about real estate is "location, location, location" - which really means that even the best business will have no business if the folks who need that business can't find it.

But how do you let potential clients know where you are?

Not all that long ago, the answer was advertising in your local daily newspaper. It reached a captive audience and was relatively easy on the budget.

Now that newspapers, regional magazines and other print publications are struggling to stay afloat (and they have raised their ad rates accordingly - which is if they still exist in your area at all), and the reach of web-based advertising can help you reach more people faster with less hassle and for less money, today, people are much more likely to use other methods to get their message of an upcoming event or new location. Now more than ever, that will most likely include social media.

Social media (which includes Facebook, Twitter, Instagram, Pinterest, Snapchat, Periscope, Vine and others) is easy to use, inexpensive and effective. That's why knowing how to use it - or knowing how to find someone who could help you use it effectively - is extremely important.

Basically, what Social Media Management entails is coordinating your social media platforms to present the same message, brand (image) or promotion to an interested audience of potential customers in a steady, consistent manner. It's truly modern-day advertising, hanging your "We're open!" sign and waving hello to anyone who happens by all in one.

Truthfully, the "social" part is the bit of the equation that is most important. Think of it as the virtual equivalent to a networking function. Just as you wouldn't stand in the corner munching on celery all by your lonesome an event, you've gotta actually engage to get the ball rolling online, too. Those business cards and brochures will not just hand themselves out.

On social media, that means responding to requests for information (in person, you'd hand out that business card), thanking folks for dropping by (shake some hands), and giving them opportunities to engage (ask them questions about what they do and how they do it). It takes work (you actually have to leave that comfy corner and chat people up) but it's do-able.

What too many do is set up a Facebook page or Twitter account for their venture, and never post from it or visit it more than a few times a month.

Yes, I get that it can take time to think of clever things to post and engage your audience, but that's really what it's all about.

A good way to get started is to follow other businesses or services that do what you do and see how and what they post to their followers. Do they ask questions? Show video of their new product lines? Invite followers to hit them up for more information?

Emulate that and try to do it better. Use platforms they don't use and corner the local or regional market. Offer specials to those who follow you on Twitter or Pinterest only, for example, and see what happens (nothing or something cool?). Nothing ventured, nothing gained.

But you have to venture to out of your comfort zone first. Remember, folks won't know you exist unless you let them know. So get ready to shout your location from the social media rafters.

If you need a hand, give us a call. We'd be happy to help.

Fix Up Your Website

What's worse than having a website that you haven't updated in a while?

Having a site that is hard to use, takes forever to load, has links to nowhere or makes finding contact information next to impossible, that's what.

Any of those things can cause folks searching for information on you or that thing you do to close the page and keep it moving.

According to a KISSmetricks Blog survey, the time it takes your website to load can greatly alter the user experience. Forty-seven percent of Internet surfers expect the URL they just clicked on to load in two seconds or less. Forty percent actually abandon a site that takes more than three seconds to load.

Basically, that means you've got a very tiny window to show 'em what you're working with.  If your site takes five seconds to load, a potential set of eyes that may have been interested in what you have to say just went onto something else.

We all love flashy pages that spin and glow when they pop up, right? That "WOW!" factor is a big thing. But the take-away here is that if that wow is causing your page to gurgle and stall, it may be costing you more views than it will ever gain.

But even if your site loads quickly, how does it help keep interest if the person at the end of the mouse can't find what s/he is looking for? If your page has 10 tabs or is very text-heavy, it might actually look like a cluttered mess that users deem too overwhelming or frustrating to use. Seriously - how easy is it to find the address to your location or your email information on your site? (Go check, I'll wait...)

Another thing that may spell trouble for your site is the ease of use of its mobile version. Late last year, Google announced that more than half of its searches are now done from mobile devices. Just imagine all the folks who can't see your beautifully laid-out web page because your site isn't optimized for smartphone or tablet use. Believe it or not happens all the time.

To really evaluate your site, log onto it from a computer other than one you normally use. Study the load time and see how long it takes the graphics, text and banners to become visible. Ask someone who's never been to your site to find a piece of information you consider important (like the links to your social media feeds or your SoundCloud page). Check it from an iPhone, a tablet and an Android device. If anything seems off, convoluted or messy, fix it as soon as you can.

Remember, you only get one shot to make a first impression. Make that shot the best one you can.

A Note to My Artistic Brethren

Dear Creative Person,

I know that to you, the art is the thing and you often feel the creative process is almost sacred, but you really need to know something: If you don't take time to let people know you are an artist who creates music, pastels, novels, short films or poetry, no one but your relatives will ever know you are an artist who creates.

Promotion is not a dirty word. If you do what you do to share it with folks, promotion will help those folks know about you.

Think about it: the most amazing novel, the most poignant of sculptures, the most ethereal of music can't be enjoyed if they sit in boxes in your garage or in the corner of your studio. Art is meant to be shared. Isn't that kind of the point?

Why is garnering attention from what you do on a creative level a bad thing? Even if it is a hobby and not your livelihood (and you never hope it to be), how is having people know about that creative thing you do necessarily a bad thing?

If you want to remain obscure and known for your work only when your estate publishes your manuscripts or gets your canvases curated after your death, then by all means, don't ever update your website, use social media to self-promote or follow other artists who do. Just keep complaining about how putting together a bio for an electronic press kit or tweeting a photo of you creating just takes too much daggone time.

But haven't you done that already? And how's that working for ya?

The definition of insanity, according to Albert Einstein, is doing the same thing over and over again but expecting different results. And he was a pretty astute guy.

Making art and letting the masses know about that art are not mutually exclusive. You can do both and still have time to create, have a life, sleep and do all the things "regular" people do.

If you owned a business selling widgets, wouldn't you advertise to let people in need of widgets know you're making he best daggone widgets around?

Why should your creative venture be any different?

Sincerely,
A Lover of All Things Creative