How to start getting more media attention

"She was busy trying to sell a product, whereas the media was looking for stories." What a great distillation of why so many PR initiatives fail. Clipped from a post about PR strategies from the independent film industry, that one sentence encapsulates the most common tripwire that derails smallpreneurs from getting the press they know they deserve. In fact, thinking PR is selling is the single biggest block to media success for somewhere north of 90% of my coaching clients before we … [Read more...]

Delusionary Marketing: Learning from this week’s hot mess

Could there be a better cautionary marketing tale for any business with questionable sausage-making than Melania Trump? She just goes about her day, plagiarizing speeches, reinventing her past, and even pretending to be a legal immigrant as though she doesn't realize there's an internet. The unfolding narrative of Melania Trump is so ridiculous it almost feels like we're in one of those Ball Pits kids play in. It'd be easy to distract yourself for at least day with her hot mess—business … [Read more...]

[Distractology] Edition #2: Pokémon, of course

You've landed on Distractology, a scientifically assembled list of random things that will satisfy that nagging desire to get stuff done—on a summer Friday, when might really want to just take it easy. Obviously, this was the week of Pokémon GO. It went from launch to probably overtaking both Snapchat and Google Maps within a week. Inspired by an article about Pokémon and tourism, heading Police warnings, I downloaded the app and am ready to play it in Istanbul after I land there this … [Read more...]

How to Become a Folk Hero and why it matters to your marketing

the marketing superpower of wilhem tell

When I travel, I love reading the literature of wherever I am visiting. The art, food, buildings, dress of a place—you can learn a lot by experiencing it first hand. But only literature will help you begin to understand the undercurrent of ideas and beliefs that forged the culture. In Switzerland, I read the national folk story, Wilhem Tell—you know, the guy who shot an apple off his son's head with a bow and arrow. And even though I was trying like hell to not work but just sit on my … [Read more...]

How to Get Started in Marketing (without hiring a bunch of consultants)

When every cost comes out of your own pocket, you don't wonder if an expense or fee is fair or even small. Every penny seems significant—after all, it's your hard-earned money poured into building, making, and delivering the product. If this is you, most of that money was probably spent on the thing you care about: perfecting your craft. Which means most of it was probably gone before marketing and promotion even began. At that point, it doesn't even matter if the marketing agency or … [Read more...]