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Five Ways to Influence Perception

Yeah, I can't sleep. I wasn't tired when I laid down. Oh well. Messing around with the iPhone I found a TypePad blogging app. The app was easy to download, and so my amazing thumb is softly caressesing each shrinking word. The challenge is what to blog. 

I took most of last week off and kept the iPhone handy so as not to feel too much out of the loop. Most of my time was spent with my nuclear family and the extend(eads) on both my mother's and wife's sides. What was the great takeaway? Public relations only works if you achieve how you want to be perceived. 

Family is the master at spinning the truth. Doctors call it denial. Others call it protection or if put on someone else, projection. Though, whatever the label, and however it gets sliced, some believe that the truth really doesn't matter as long as the perception is believed to be true. Here's my top 5 ways to get across being perceived, as you want others to, truthfully. 

1) Have a story - no matter what age, people love being told stories. And, the more believable as it pertains to your shared experiences, the better. 

2) Say it with heart - stare off into the distance, shed a tear, say your story with heart. If you don't believe it no one else will. 

3) Be consistent - keep the story plain and simple (and short) and make sure it's the same one you're telling everyone else. 

4) Get others involved corroborate your story with others so factual events bring truth and meaning to your story. Ask others to contribute as that adds another notch of credibility for your story. 

5) Dont lie - if you lie it will come back to haunt you because a good story is told over and over and eventually someone will catch on. 

Perception is simply another way of viewing the same situation. Very few of us ever see anything in the same exact way. Colors are different, even sounds. But if you choose to share your way of thinking with another then they may come to perceive your way as their new way of thinking on any truth be told given subject.

Got Laid Off? Build Your Own Business. Yes, Yes You Can...

The Christian Science Monitor did a great piece on "Building Your Own Business" this January 09. In it Ron Scherer covered entrepreneurs recently "axed" and starting their own gigs. You wouldn't know it by watching the news, but more than 75 percent of the U.S. is small business owned and operated. I thought it would be helpful to highlight some new entrants to the small business market as well as give you, Joe Public, ideas on how you can start your own small business. Yes, yes you can!!!

Take Adam Metz, former Director of Social Web Strategy at the famed mid-size public relations firm LaunchSquad. He branched out on his own last Summer, and has since started the BrokeAss Gourmet blog with fellow popular scribes Gabi Moskowitz, Laith Hassan and others. While the blog hasn't "officially" launched yet, the party is set for this Thursday, February 5, to celebrate the launch of BrokeAss Gourmet, the food blog that will help you cook a special budget-friendly meal for that special someone. (They know you're broke so stop by, and they'll hook you up with a free beer and some well drinks - for the first 40 people). You can attend by visiting this link for the details: 

http://www.facebook.com/event.php?eid=59755829048&ref=ts

Another serial entrepreneur who never ceases to stop - and that's a good thing - is Shannon Pedder. Her sites Brand Creative, home to many hard to find promotional products, and Success Freedom Team United, a green initiative, were both inspired by her passion to help others. Success Freedom Team United, in particular, is for any business person who wants to collaborate on green projects.

What's it take to start a new business? "Two days," says Pedder. That's how long it took her to develop and launch Brand Creative, after being laid off from a like company. Today, she has many clients and, like most of us, is climbing up hill during this recession, though continues to remain upbeat, focused and confident that her business will continue to grow, and that she will benefit from the work, life balance. 

"How's it done?"

"Don't you work more hours when it's your business?" 

"Where do I start?" 

These are all questions that I have encountered over the past 8 years I have run my own public relations consultancy, Two Pins PR. Here's some ideas for you to chew on, if you want to start your own business.

1) Execute on Your Idea: Most wannabe entrepreneurs I meet are only "wannabe" because they're afraid to execute on their idea. Other people have done something similar things. Nothing is knew. There is a resource of information online. You can also learn from others, not steal, and build your own business. Nolo Press is full of resources that help small businesses get started.

2) Plan: It's plain and simple people, well, the idea is, not the planning, unless you're using a tool like Business Plan Pro from Palo Alto Software.

3) Share the Wealth: Bring others into your idea, and ask them to help you get it off of the ground, if as advisors or as consultants. I realize you may not have the resources to pay anyone from the get go, but you can offer them free product, or give them stock options in your business. Most folks I've met like Guy Kawasaki are just happy to help you find more information about your business sector.

4) Have Integrity and Work Hard: This goes without saying, I hope. But, I had to say it anyways. Successful business coach Steven Kiefel, who I would also recommend speaking with, starts with integrity and hard work, and nothing less to help many small businesses expand beyond their dreams. Without those two values, most businesses never get off of the ground, because the people behind them don't.

5) Market Your Business: A lot, actually too many, small businesses I meet with are taking my free class at the San Francisco Small Business Administration because they think that they can DIY when it comes to marketing and public relations. Though, rather than try to be a jack of all trades and master of none, it's better to leave the marketing of your business to the experts who have successfully marketed to many, like the folks at Precision. Buck and the gang have been pushing out promotions to the public for over 30 years.

And, most of all, believe in yourself, and others will too. Now, go start that new business!

5 Ways to Change Your Belief System

Your belief system has a great effect on how you run your business and how others perceive how it is run. Everything from the marketing to design of your business communicates your belief about the product or service, and people behind it. I'm not talking about exuding confidence or tossing around catchy, yet outdated, "we rock" terminology on a web site homepage. 

It's as simple as this: what do you believe?

A belief system can comprise of a religion, life stance, world view, philosophy, ideology, methodology, and so forth. It's that foundation you're standing on. What do you believe about it to be true? Is it real? Does it support you? Are you standing strong or waiting to fall. Those are your choices. 

Some may argue that to believe in what is not true is false. Yet, whose to say that our beliefs can be labeled as true or false. Is Coke "The Real Thing? Will Nike make you "Just Do It"? Those companies surely think so. Why can't you? Because the masses do? In your case, the masses don't, yet. However, you can convince the masses to believe in you and your product, service and people.

What does it take for you to create a belief system that people can believe in? Author Kurt Vonnegut wrote, "Be well. Always look on the bright side of life." My mother used to sing "Smile and the world smiles with you." Here are 5 ways you can change your belief system:

1) Let Go of Fear - Surrender to the invisible monster! There's nothing there, yet you're scared of it anyways. Face your demons. Write down what scares you and why it scares you, then you'll see what really scares you is that which you can NOT control.

2) Develop Optimism - Get an empty glass and fill it up half way with a great drink. There, your glass is no longer half empty. You filled it up, if at least half way. That's better than walking around with an empty glass. And, if you do, walk around with an empty glass, and watch others want to help you fill it up.

3) Change is Good - Ugh, how many times have you heard that? Depression like times exude creativity, opportunities and time to renew again. A forrest fire that is burned is set to grow again, even in greater size. Take advantage of the time and build something. Partner with your peers and help others help themselves, and they'll help you too.

4) Forgive, Don't Forget the Past - It's time to thank Mom and Dad for always being there, and move out of the house. You're still stuck in it mentally, if you can't get past it emotionally. Mom and Dad are gone. You're still here. You're a growing, living being. Being of a new generation, you have new opportunities Mom and Dad didn't have, and thus have a different belief system, even if some of what they taught you is still the same. Yes, you will turn into your parents. So, do something, before you're gone. Expand your horizons. Your kids will turn into you too.

5) Believe in God - Yep, you just have to. If not God, than some other kind of "Higher Power." Because life is mostly out of your control. You do your best everyday and, in many cases, can not control the outcome of your positive actions. Take action in praying to someone or something that helps you let go and surrender to what you can not control.

And, most importantly, believe that you are worthy of changing your belief system, and believe in yourself.

 

The Mother of Re-Invention

It was nineteen ninety something and I was drunk off of my arse. It couldn't be helped. I had just finished walking Marion Ross ("Mrs. C from 'Happy Days' fame) down the red carpet at the Golden Globes, and dinner was no longer being served. Miramax, Paramount or Disney - I honestly can not remember - generously realized I hadn't been fed, and got me a drink. Hollywood. 

A few whatever I was drinking later, the event ended, and I stood up, bumped into Jean Luc Picard, you know, the Captain of the Star Trek Enterprise, and Madonna. I shook Jean Luc's hand (Patrick Stewart) and nearly fell all over him, not drunk, just a huge fan. I spun around and stopped the "Material Girl" from leaving the building. 

Madonna wasn't shocked, very happy actually. She had just won a Golden Globe and previous to that, gave birth. Our eyes met, she said "Hi," and I said, "Congratulations." 

"Thanks," she replied. 

"For everything," I countered. 

Turning around, she gave me a big sister to brother like smile. 

I'll never forget the glow in her face, and how sobering that moment made me respect the marketing of Hollywood. Madonna didn't look anything like she does today, nor what she did years before. I'll add in that she was beautiful in person, more so than what I've thought of her in lights, and her sincerity rang through. 

But, what gave me pause, the most, was that she, once again, had re-invented herself. As the performer had no identity of her own, only that of the audience who she knew would want her. I've often wondered what she's really like. How could any star of that magnitude really know what she wants when people are always giving things to her, hoping that will become her flavor of the month?

And, in parallel, we have to raise a glass to her fans. Some have matured away from her music, while others have either grown with her or have gotten to know her. One person, even one Company, like Microsoft, has generations of fans. So, it's with no great surprise that Microsoft launched its Microsoft Online Services, and will not cannibalize its software business. The same way Madonna didn't cannibalize her fans.

There are a countless number of large technology companies and small ones to boot who have re-invented themselves, even yours truly, a number of times, to speak to market conditions. And, as these are extraordinary times, many I am finding are doing just that. Changing as the market is changing.

Now, there's a difference between a person or company which either becomes a chameleon just to fit into the "social media" space to get hip with the times vs. someone or a company which genuinely has a vested interest in what it can provide its fan base. Not to say that a person or company can not chameleon itself into an olive branch approach and grow beyond its current offering, but its current, and always "core" offering will never go away.

Madonna still makes great music. Whether she's the "Material Girl" or "Material Mom," her music has evolved, yet retained the same quality and charm, even if you don't like it today. Another good example, from the music world, is Van Morrison. He too has made great changes, and been a successor of changing times. 

I'm sure we could make a game of it, thinking of the many musicians, companies, people and more which have morphed over time, yet still retained their core. In the 80s PriceWaterhouse had a thriving entertainment practice in Los Angeles, yet ask anyone at the senior level, and I'm sure they would still tell you that their core offering, in the day, was accounting forensics.

I've also often heard tech executives fear change. Change is good. Change doesn't necessarily have to be a bad thing. It depends upon how change is planned. If it happens suddenly and there is no plan in place, then it can be harrowing, but also recoverable. I think the most important point, if any, in this post, is that to have re-invention or change, one must learn to let go.

Madonna let go of the fact that her old fans may not follow her new style, she had to. But, she relished in the fact that her new fans would. And, as loyal as her old fans have been, many have followed. It is with that kind of strength and focus, was she able to pull off such a planned victory both in the way she has released successful album after album, and gone on tour, even in her later years. 

I take off my hat to you Madonna, as the mother of re-invention, and hope one day that we may meet again.

Six Ways to Become Part of a Conversation

I fumbled around this afternoon curiously trying to find more people to “follow” on Twitter and found that many like Twitterati were posting about the same thing.  The topic didn’t matter.  They were all like people, of course, because I have interests they all share.  What mattered to me most was that it was obvious many were trying to Tweet about their news first.  They all wanted to be the conversation starter.  But, after that, unless someone, and others respond, there is no conversation at all.  Full disclaimer: I was looking to “follow” a bunch of reporters.  And, that makes the point.

 

Reporters are storytellers.  Marketers are story developers.  We want to create as well as become part of a conversation that lifts our brands.  Not everyone has a captive “subscribed to” audience like a reporter.  Marketers talk about starting a conversation, engaging in conversation, marketing with conversation, but so few if rarely any we encounter want to become a part of a conversation.

 

Prospective clients come to us with messaging documents in bold talking about being the “first,” “best,” and “only.”  Yet, category creation is hardly a science.  And, in fact, in the vast universe of business creation there are only a handful of Twitters, and other creative inventions launching a communications phenomenon. 

 

Rather than “re-invent the wheel” of conversation, why not join one?  Rather than throw something at the wall and hope it sticks, why not find like pitchers and join in the game?  The more people waving their hands will get more attention.  With that said, I’ve put together six ways in which you can become part of a conversation and get more attention:

 

1) Empathize with another – Misery loves company, and if you’ve found something in common with another person, it’s best to reach out – and hold emotional hands.  Rather than become sympathetic and drown yourself in their thoughts, you can empathetically open yourself up to understanding how they feel.

 

2) Contradict – Don’t fight, but argue.  Discover something about what the other person said, do your research, and come back into the ring.  Bring some clear, thoughtful (and non-abusive) language making the other person see that there are two sides to every coin.

 

3) Be relevant – Don’t just join any all conversation to be heard.  Make sure that your opinion or fact is relevant to the conversation at hand, and that it will further the conversation.

 

4) Offer help – Step outside of yourself, and think about how you can help another person further their argument, position or thoughts.  Make sure to provide commentary that’s tangible and readily available for anyone to use.

 

5) Give support – Different than being empathetic, give others the view that they are not one, but many who feel the same way they do.  Support could come in many forms, but keep it simple, even if to just give a shout out, becoming another step in the pyramid.

 

6) Provide insight from experience – If you’ve been there, be there for someone else.  Tell them about what you went through and how to make it.  It doesn’t hurt to share your experience, even if it didn’t had a better than stellar outcome.

 

In conclusion (I just had to write that), there’s really no need to start your own movement just for the sake of wanting to be heard, when others have been carrying the torch for you after all of these years.  Take the time to find out where the conversations are – and join one (or two)!

Even your dog has a blog

Even though your dog has a blog, I thought this would be a good time to re-start mine. Why? When tens of thousands of bloggers are blogging per day, why start a new banter, assuming people will want to chime in, link back and gosh knows what else? Well, there's a lot of blogs commenting on other blogs, posting news, giving away thoughts on how to do this and that, but few that are actually straight talking, not complaining, posts on the analysis of outside tech and non-tech influences which can gives ideas to the marketing and public relations of emerging technology businesses. Recently I sat down with a client who explained that he's the Barack Obama and his main competitor is the "incumbent," Hillary Clinton.

Barack Obama stands for change.

Hillary Clinton banks on experience.

And, our client, well, he's trying to think of how his company is differentiated from the market leader. Yeah, one could argue that Hillary is not the market leader, though she is better known, at least from her association with Bill Clinton, having been first lady to the 42nd President of the United States. Though, jumping back to our client's dilemma, does he really need one differentiated message to get himself into the House?

Both presidential candidates have different messages, yet are they really saying anything that will cause voters to cast their lines in one direction or another? That is to be determined. And, is either candidate's past successes enough to carry one or the other to the White House? I think not. Experience isn't necessarily the baseline for a Presidential nomination. So what really could take an incumbent off of his/her seat?

Maybe it's that "one issue" that hasn't been solidly addressed? Maybe it's a pledge of support from outside, third party advocates? Maybe it's just a matter of who gets more press in what major markets at what time. Timing is important, no doubt. And, unfortunately so, because people today, with the many choices, tend to be very fickle, but I digress.

What's really critical is that our client doesn't focus wholly on his opponent. I'm not a big sports fan, but have noticed on more than one occasion that when a football team is constantly on the defense, it's not because their winning. I've also noticed that when fellow colleagues are fighting every word, not listening, learning and strengthening their position, all focus is lost, and circular arguments set in.

I'm not suggesting that our client start waving his flag, hurriedly yelping for attention. That's not good either. But, rather, it's the series of a constant, evolving marketing of events which will lead his ultimate defeat of the giant. So where does he start? Like any good runner, at the beginning. But, not at the beginning of the race.

It is critical that he take the time to develop a message, stake in the ground, that he feels will resonate with his base, and that of his opponents. It's also important that he establish themes which will follow one another and build out his story speaking to the evolution of his business, as it relates to and fits within the market and what he ultimately wants to achieve. It's also necessary to be consistent across all vehicles of communication. Does any of this sound familiar to you? Why isn't this easy to do?

Just winning the popular vote won’t move you into the House (as Al Gore learned). It will take a strategy that knocks the other candidate out, presumes to know its competitor’s next move, and that skyrockets a candidate to the top of the heap. It will take a contender that is willing to take that big risk and, take a stand.