Free PR

The Power of Branded Clothing and Merchandise

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A powerful brand image is essential to any company. People won’t think to use your product or service if they don’t know your brand. Wearing your brand’s logo can do a lot for your company for a variety of reasons. Here’s why you want to do it!

The Power of Standing Out

Since everyone has to wear clothes, why not put them to work marketing your product or service? It’s an easy win for your company, and in some instances such as networking events and conferences corporate clothing will help you stand out in a sea of suits.

“The ‘rule of 7’ in marketing suggests that consumers must encounter 7 touchpoints with your brand before being persuaded to buy. Branded clothing is a great way to consistently put your message in front of your target audience.” – AB Print Group LTD

At conferences of up to 2000 people, there would be four of us in 1-800-GOT-JUNK? fleeces with huge logos on our backs. People thought there were at least twenty of us walking around because they saw our logos so often in the middle of all those suits.

The Power of Recognition

Every time I wear branded clothing, someone comments and asks me about my company. Even as far back as College Pro Painters, our painters wore shirts emblazoned with our logo so that while they were up on ladders people would see our brand.

“84% of consumers claim that promotional material boosts their own awareness about a certain brand.” – Norms Conference

Branded clothing also proves helpful when recruiting for new employees. One summer, I had my painters wear their painting shirts with huge logos on them to the university pub. I bribed them with free beer to do it. Needless to say, it helped me find new painters every time.

The Power of Perfect Placement

While building 1-800-GOT-JUNK?, I would place my branded jacket on the outside of chairs so that it would be seen while I was sitting down. On planes, I’d fold it in such a way that the logo stood out even when placed in overhead bins. I was relentlessly getting my name out to prospects.

“If you have well-designed branded apparel with an interesting logo or witty slogan, people will approach you about your company instead of you pitching to them. The more people see your name, the wider your impact and the more conversations about your company you can start.” – Kaye Smith

Not only is it useful to place your branded merchandise in visible places, but it also matters where that logo is placed on the merchandise itself. Massive logos on the back of a shirt work well for the employees of that company to wear at work, but if you’re doing the same for customer merchandise, it’s a lot less likely they’re going to wear clothing with such an imposing logo. Think about who the clothing is for and when you’d ideally want those people to wear it before designing the merchandise.

The Power of Variety

I put 1-800-GOT-JUNK?’s logo on everything. I even made license plates with the company’s name on it (as well as for another company I built).

“The most popular promotional products in terms of favorites listed by those who were surveyed were USB drives, pens, an electrical item, or a mug. […] When it comes to how long a promotional product is kept, mugs were reported to be kept longer than any other promotional item.” – Brandwatch

Having a variety of branded clothing and merchandise increasing the chance of more people sharing your brand with the world. Women are less likely to wear the men’s polo shirt you’ve made, while some people might prefer their regular clothes and would rather go for a mug instead. Having options means there is something for everyone. If people actually like the branded clothing they have, they’re far more likely to wear it.

Branded merchandise can be a powerful advertising tool for your company if you know what you’re doing. Make sure your logo is strong and your brand is clear!

If you have questions or would like more information, I’d be happy to help. Please send an email, and my team will get in touch with you!

Editor’s Note: This post was originally published in April 2010 and has been edited for accuracy and comprehensiveness. 

PR Is Not Part of Your Marketing Department!

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not-marketing

The popular misconception that PR should be considered a part of the marketing department is a big mistake. Public relations, in the way I’ve been doing it for 22 years, is a sales role and it needs to be treated accordingly.

It takes the mindset of a salesperson to excel at PR, wherein marketing & communication people are not wired the same as them.

When you think of PR as a part of sales, then the good ideas that you give to the content producers are freebies; which is a very popular sales tool.

 

3 Free PR Hacks

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When Ed Lee first started out in PR, he thought he’d “turn into a Machiavellian
manipulator over night, artfully maneuvering the media into submissive yet glowing articles about [his] clients.”

Then reality set in. Ed’s typical day now looks like this.

“Get in, monitor for one client, monitor for another client, report the results of the monitoring, read the newspapers and look for ways to get clients into the news cycle. Internal meetings. Do some writing, field requests for interviews/comment/bylined articles from journalists, spam the other journalists. Write more reports, more internal meetings and the most important part of any UK’s job, making tea.”

Read Ed’s typical day again. You’d be hard-pressed to see him do anything proactive other than making tea. Most businesses approach PR in the way that Ed describes—as a passive and reactive marketing endeavor. But the problem is that doesn’t work. The best PR is treated as a sales function rather than a marketing function—and the best PR people are great salespeople who are anything but passive. They live for the pitch.

Here are three easy steps to help you craft your PR sales pitches in order to greatly increase your percentage of landing great press coverage.

1. Know the angle

Everybody has an angle. Some just don’t know what it is. When it comes to pitching to reporters, it pays to know your angle so that the reporter can quickly and easily understand why your story is worth reporting on.

A great angle starts with two basic questions: “What is my story idea?” and “What will I pitch to the writer I’m about to contact?”

Potential angles could include story ideas related to:

• Your sales approach or strategy

• Your advertising and marketing methods

• The systems you use to run your business

• The importance of IT in running your business

• Your personal entrepreneur story

• Lessons from the edge when you almost lost your company

• Charity projects or efforts to give back to your community

• Stories about how you created your signature corporate culture

• Strategic alliances you’ve established

• Stories about specific employees

Any of those angles is a potential story.

When you read through newspapers and magazines from now on, be certain to read with two different lenses: one that reads for enjoyment, and one that identifies the angles that reporters and writers use to create stories. By engaging yourself in this way, you’ll start to see potential angles everywhere.

2. Know the audience

Every media outlet targets a different type of reader or viewer. When you’re pitching your stories to writers, keep their audience in mind and ask yourself these questions:

• Why will their audience care?

• Why will my story help their audience purchase the magazine or tell others about the show they watched?

Here are examples of well-known media outlets and the audiences each one targets.

Bloomberg typically covers financial information, and discusses publicly traded companies. If you’re pitching them, make sure you’re not a privately held company.

Oprah typically has emotional, heartrending stories. Don’t try to sell her producers anything but stories that fit this description.

Forbes typically covers bigger businesses like Apple and Starbucks. You might want to rethink trying to sell a reporter on covering your small business.

Inc. covers start-ups. If you have a small business, consider this the ideal medium to pitch stories to about why yours is unique. 
Even on a local level, different newspapers may lean further to the left or right in their coverage. Be aware of that before you pitch a story about your business to anyone who works at these publications.

3. Call the writer 

Every day, editors go to their offices and sit with a stack of press releases in front of them. Those press releases came in over the news wire, and guess what the editor does for the first two hours every day? Rejects almost all of those press releases. 
Given a choice, would you call the editor who says no all day or the writer who is just waiting for inspiration? You call the writer, of course!

Writers wake up every day, go to their offices, sit down at their desks, stare at their computers, and think, “What the hell am I going to write about today?”

That’s where you come in.

My most successful pitches to the media have come from using the good old telephone —not by sending an email. Reporters aren’t looking at their email. They’re trying to get inspired to write about something, and when the phone rings, they’ll answer it.

And that’s when all your work building your pitch and knowing the writer comes in handy. You’re ready to sell your story. And chances are, since the price is right, the writer is buying.

What to Say to Win Media Exposure

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43b

Which would you prefer, a PR team that proactively prepares and calls potential news sources to pitch stories, or one that hides behind a desk sending passive emails and writing releases for newswires?

Obviously, you’d want a proactive team member, but these are few and far between. Why? One word: fear.

One of the biggest obstacles to success in a PR is apathy that comes from anxiety.

The best PR takes a sales mentality, and a sales mentality means cold-calling and making pitches. Many PR professionals are more marketers than salespeople, and the idea of cold calling is terrifying. The good news is that the right preparation goes a long way towards overcoming fear—and towards creating a successful PR strategy.

And the one of the most important steps in preparing for a cold call is to have your script ready.

The PR sales script 


When contacting the media, I’ve found that a simple script works best to build confidence. Here’s an example of mine.

“Hi, my name is Cameron. Do you have a couple of minutes? I think I have a great story for you.”

The writer will say one of the following:

(a) “Sure. What have you got?” To which I’ll say: “Well, I have this cool story about this [fill in the blank]. Here are a couple of quick bullet points.” Then, being the salesperson that I am, I ask, “What do you think?” I then continue to ask questions, and listen.

(b) “Sorry, I’m on a deadline.” To which I’ll say: “Okay. I’ll call you tomorrow, or would the day after be better?” I’ll also take the opportunity to ask what the reporter is working on and listen to what he or she says. From there, I’ll suggest helpful options for achieving the writer’s goals. By doing this, I achieve my own at the same time. Finally, if possible, I also suggest ways I could share expert comments for the reporter’s current story.

(c) “No.” To which I’ll respond when the person hang ups on me: “Okay, so I’ll just go grab a cup of coffee, sit down, and call the next person on my list.” I’m one call closer to a yes!

Talk less, listen more

As the saying goes in sales, you have two ears and one mouth—use them in that ratio! The conversation should go something like this: you ask questions, you listen, you listen, you ask questions, you listen, and you listen some more.

Too many people show up and throw up. Don’t give the writer who answers the phone your entire story. Instead, quickly give the person your first little angle, and then ask, “What do you think?” The writer will give you an opinion right away, and then you’ll narrow or amend your angle a little bit more or hit the writer with your second angle, or your third angle—which ever fits better. Stay alert and focused on the task at hand.

Following up

Sometimes you’ll strike out and not be able to get a hold of someone. The good news is that since you’re on the phone you can leave a voice mail. If I have to leave a voice mail, I usually leave a message like this: “Hi Susan, this is Cameron Herold. Sorry I missed you, but I think I have a great story angle for you. I’ll give you a call about it tomorrow. If you have a chance before then, you can call my cell: YYY-XXX-CCCC.”

After connecting with a writer, or after a writer covers you, a follow-up email are fine for thanking him or her. That being said, a handwritten thank-you note to him or her, mailed (as in placed in an envelope with a stamp), is 100 percent better. No one sends thank- you cards to just say thanks anymore, and you should—you’ll stand out. Landing Free Publicity is as easy as picking up the phone.

 

Hiring a PR Person? 10 Must Have Qualities

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What has your PR team done for you lately?

At one point, my team generated more than 5,200 media hits for one company over a six-year period. That coverage included mentions on The Oprah Winfrey Show, Dr. Phil, The Big Idea with Donny Deutsch, CNN, CNBC, and in Fortune, the Wall Street Journal, New York Times, and virtually every other major newspaper and business periodical in the United States.

If you’re an entrepreneur, I’m sure that you’d love to build a team that does the same for your business. The question you’re probably asking is, “How?”

The first step is to find the right people. Here’s how.

Rule #1

My first rule of thumb: don’t hire anyone with a PR background.

Typically, people with traditional backgrounds in PR are writers (or they wanted to be), and they will want to write newswires and press releases all day. There’s nothing wrong with that, but what you want—and need—is someone who can deliver a persuasive sales pitch and follow up with everyone he or she contacts. It seems simple, but it’s not.

10 qualities of a great PR professionals46b

This list of skills and characteristics is what you’ll want your PR team leader and/or members to have:

1. They’ve got to love to sell. Candidates will need the ability to “get past the gatekeeper” in order to pitch. They should be able to raise and handle objections, track their own sales leads, and love to sell.

2. They have to be able to handle rejection. Can they handle rejection and realize that “four noes are halfway to a yes”?

3. They must be energetic team players. I like to hire junior-level salespeople, who are usually in their mid-twenties and enthusiastic.

4. They need to be able to listen. This involves the ability to understand what the reporter wants to write about and come up with another angle on the fly. It’s crucial that your PR person be able to make your stories fit.

5. They must be “glass half full” people. Find people who are optimistic so that their excitement and energy transfer to everyone they talk to, especially writers over the phone.

6. They need a great “phone voice.” A great phone voice is important, not least because writers need to understand your PR salesperson. If these new hires will be pitching your business to writers in different regions, look for a team of people with accents that match your market, or at least that have voices clear enough to appeal to people across a broad spectrum.

7. They need to know how to write. Your PR people won’t be writing press releases, but they will be doing tons of written follow-up. Some of the best stories I’ve ever landed were from quickly scribbling a handwritten note to the journalist. It cuts through the clutter.

8. They have to be tech-savvy. Since most of their resources will be online, PR salespeople will need to be skilled in the use of a computer and the Internet—which they’ll be using for research constantly.

9. They should be social media savvy. They should love reading blogs and know how to use RSS and gather information from Twitter and other current social media platforms. The information they gather this way is crucial to keeping them current on trends and supplying them with ideas they can include in pitches to writers.

10. They need to be smart. The fact that this item is last doesn’t make it any less important than the others. The people you hire to do PR work need to be information agrregators and intelligent enough to draw connections within the vast expanse of information they collect. Their research must be accurate, appropriate, and timely.

 

What To Say To The Media To Land Stories

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47bWhat to Say to the Media

I’ve found that this simple script works best to land Free PR and I’ve used it since 1986:

Start with “Hi, my name is [Your Name].  Do you have a couple of minutes, I think I have a great story for you?”

 

The writer will say one of the following:

a)   “Sure. What have you got?”  – To which you say – “Well, I have this cool story about this  [Your Angle].  Here are a couple of quick bullet points.”  Then, like a salesperson, you ask: “What do you think?”. Continue to ask questions, and listen.

b)   “Sorry. I’m on a deadline” – to which you say – “OK, I’ll call you tomorrow or would the day after be better?”

c)    You also have the opportunity to ask what they’re working on and listen. When you’re trying to pitch your angle, ask them what stories they’re working on currently.  Suggest helpful options for achieving their goals, and you’ll be achieving your own at the same time.  Potentially suggest ways you could be an expert with comments for their current story.

As the saying goes, in sales, you have two ears and one mouth–use them in that ratio!  The conversation should go something like this: you ask questions, you listen, you listen, you ask questions, you listen, and you listen some more.

And then, remember this:   Don’t show up and throw up.  Don’t start giving them the entire story.  Instead, give them your quick little angle. It’s a seduction. Say, “What do you think?” after you’ve offered them a taste. They’ll give you their thoughts, and then you can narrow your angle a little bit from what they say, or switch to your second angle, or your third angle that fits better. If you are alert, you can turn an apprehensive writer into a zealous fan, just by listening.

Everyone asks me about email pitches.  Sorry, that’s not my gig.  I’m all about picking up the phone, so I’m not writing about how to email members of the media because everyone is doing that –this is like competing where there is no competitor!

There really isn’t much difference in terms of my approach for radio or blogs.  In fact, in speaking with many bloggers, it’s clear they’re getting frustrated with people spamming them by email with story ideas and they’d love a phone call too.

If I have to leave voice mail, I usually leave a message like this: “Hi Susan, sorry I missed you, but I think I have a great story angle for you.  I’ll give you a call tomorrow about it.  If you have a chance before then, you can call me at: 604-XXX-XXXX.”

Follow-up emails are fine for thanking the writers for their time.  Follow-up emails are perfect after a writer covers you, but a handwritten thank you note mailed (with a stamp) to them is far more memorable.  No one sends thank you cards to just say thanks anymore – and you should—you’ll stand out. This is how you’ll land tons of Free PR.

For more information on this topic, check out: Generating Free PR.

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Meetings Suck: Turning One Of The Most Loathed Elements Of Business Into One Of The Most Valuable

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We all know that meetings suck, right?

You hear it all the time. It’s the one thing that almost everyone in business can agree on.

Except it’s not actually true… 

Meetings don’t suck.

We just suck at running meetings.   

When done right, meetings not only work, they make people and companies better.

In Meetings Suck, world renowned business expert and growth guru Cameron Herold teaches you how to use focused, time effective meetings to help you and your company soar.

This book shows you immediately actionable, step-by-step systems that ensure that you and everyone in your organization improves your meetings, right away.

In the process, you’ll turn meetings that suck into meetings that work. 

In life, we always hear about people who’ve made huge decisions from their gut – without data.Today, I want you to make a decision, not only from your gut, but also from some data.  A decision that is only $12 per employee but will be priceless for your business.

Right now, your gut is telling you something is wrong with your company’s meetings.  You KNOW everyone complains about meetings.

People HATE going to them, they HATE running them, and they really have NO idea which meetings are truly necessary but they hold meetings simply because they think that is what they SHOULD do.

Even some of the smartest CEOs in the world complain about meetings – Elon Musk publicly told employees at Tesla & SpaceX to walk out of meetings if they weren’t being run properly.

I sent Elon a message saying that wasn’t going to fix anything – the key is to fix the root of the problem – NOT continue to ignore why meetings suck.

A Meeting is – Any phone call, video call or occasion where 2 or more people meet to discuss or work-through office topics.

Most employees on average spend 1-2 hours per day in meetings.

And likely, none of those employees – front-line staff or leaders – have had any training on how to attend meetings or participate in them, LET ALONE How to RUN THEM.

Consider this…

If the Average employee spends just 1 Hour per day in meetings – that’s 1/8th of their time.

If the Average employee earns $50,000 per year.

And they’re spending 1/8th of their time in meetings, that means you’re paying $6,250 dollars per year for just ONE employee to attend meetings.

The reality is, employees spend 1/8th of their time – and 1/8th of your company’s payroll – doing something they have literally NO idea how to do.

The Reality is…

95% of employees are booking & leading meetings – and they have NEVER been trained on how to run them.

95% of employees have had NO training on how to show up and participate in the meetings they attend daily.

And 95% of employees and companies have no idea what meetings are even necessary to hold.

Meetings CAN be hugely effective – IF you know how to run them

Meetings don’t SUCK, we just SUCK at running meetings. 

Investing $15 per employee – to help ensure the $50,000 a year you spend on them is an obvious and easy choice.

This could be the most impactful $15 you’ll ever spend and will save the company’s money, time and resources instantly.

Buying a copy of Meetings Suck for 100% of your employees and having them read it this month will have a huge impact on your company’s success.

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Free PR: How To Get Chased By The Press Without Hiring A PR Firm

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Public relations has always been an essential part of doing business which is probably why you’re shelling out big money to an outside PR firm. But the truth is that you don’t need them. You already have all the necessary tools in-house to do as good a job as the so-called experts. 

Cameron Herold and Adrian Salamunovic have taught thousands of company execs how to exploit free media coverage and ditch these expensive, often ineffective outsiders. 

Cameron & Adrian have also built in-house PR teams, spent decades learning how to generate Free PR and how to leverage public relations to complement their sales and marketing strategy. 

In Free PR, you’ll learn how the media world operates while you gain invaluable insider knowledge and actionable advice on how to: 

  • Build your own in-house PR team
  • Provide effective interviews
  • Score great media coverage for free with just a few easy steps 

Landing public relations coverage for yourself and your company is a powerful tool to help elevate your personal brand. PR is easier to generate than marketing, PR is easier to leverage than marketing and PR is more cost effective than marketing. In other words, Public Relations is more critical than ever in growing your brand and your business. 

You’ve got more passion, commitment, a larger stake, and a deeper understanding of your business than any outside PR firm could ever have. So stop wasting money and take the reins yourself.  Learn the secrets to landing TONS of Free PR for your company.

What they’re saying:

“I think PR is the core for promoting any business. Public relations acquires customers! That’s what’s cool about this book.”

– Kevin O’Leary,  Shark on ABC’s Shark Tank

“The ultimate guidebook for those looking to get press, grow their brand, and get in front of the masses. Free PR is the roadmap you’ve been looking for.”

– Peter Shankman, Founder, Help a Reporter Out (HARO)

“Adrian and Cameron will show you the secrets of getting massive exposure for your business. This book is packed with actionable insights from two guys that actually know how to to do it.”

– Dan Martell,  Serial Entrepreneur & Investor (Intercom.io, Unbounce)

“I told Cameron to write the book on generating free PR. I’m excited to see that he’s finally sharing his secrets with the world. This is a must read for any entrepreneurial company and marketing team.”

– Verne Harnish, Founder of Entrepreneurs’ Organization (EO) and author of Scaling Up (Rockefeller Habits 2.0)

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Vivid Vision: A Remarkable Tool For Aligning Your Business Around a Shared Vision of the Future

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Many corporations have slick, flashy mission statements that ultimately do little to motivate employees and less to impress customers, investors, and partners. 

But there is a way to share your excitement for the future of your company in a clear, compelling, and powerful way and entrepreneur and business growth expert Cameron Herold can show you how. 

Vivid Vision is a revolutionary tool that will help owners, CEOs, and senior managers create inspirational, detailed, and actionable three-year mission statements for their companies. In this easy-to-follow guide, Herold walks organization leaders through the simple steps to creating their own Vivid Vision, from brainstorming to sharing the ideas to using the document to drive progress in the years to come. 

By focusing on mapping out how you see your company looking and feeling in every category of business, without getting bogged down by data and numbers or how it will happen, Vivid Vision creates a holistic road map to success that will get all of your teammates passionate about the big picture. 

Your company is your dream, one that you want to share with your staff, clients, and stakeholders. Vivid Vision is the tool you need to make that dream a reality.

miracle-morning

The Miracle Morning for
Entrepreneurs: Elevate Your SELF to
Elevate Your BUSINESS

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READY FOR EXPLOSIVE GROWTH AS AN ENTREPRENEUR AND ACCELERATED SUCCESS IN THE REST OF YOUR LIFE?

A step-by-step guide to enjoying the roller-coaster ride of growth — while getting the most out of life as an entrepreneur. A growth-focused approach: The book is divided into three sections, which cover planning for fast growth, building a company for fast growth, and leading for fast growth. Each topic the author covers — from creating a vision for the company’s future to learning how to generate free PR for a developing company — is squarely focused on the end goal: doubling the size of the entrepreneur’s company in three years or less. A down-to-earth action plan: Herold’s experienced-based advice never gets bogged down in generalities or theory. Instead, he offers a wealth of practical tips, including: How to design meetings for maximum efficiency; How to hire top-quality talent; How to grow in particularly tough markets; How to put together a board of advisors — even for a smaller company; How even the busy entrepreneur can achieve a work/life balance.

READY FOR EXPLOSIVE GROWTH AS AN ENTREPRENEUR AND ACCELERATED SUCCESS IN THE REST OF YOUR LIFE?

Hal Elrod’sThe Miracle Morning has helped redefine the mornings and the lives of millions of readers since 2012. Since then, careers have been launched, goals have been met, and dreams have been realized, all through the power of the Miracle Morning’s six Life S.A.V.E.R.S.

THESE SIX DAILY PRACTICES WILL FUEL YOUR EFFORTS TO CREATE AND SUSTAIN POSITIVE CHANGE IN YOUR LIFE.

Now The Miracle Morning for Entrepreneurs brings you these principles in a whole new light—alongside the Entrepreneurial Elevation Principles and the Entrepreneur’s Elevation Skills. These are essential skills that you need to create a successful business and personal life. Cameron Herold— Bestselling Author and a widely-respected expert on entrepreneurial mindset—brings his wisdom and insight to you using Hal Elrod’s powerful Miracle Morning framework.

DEVELOP A VISION FOR YOUR BUSINESS, AND BECOME THE INFLUENTIAL AND INSPIRING LEADER YOU WERE ALWAYS MEANT TO BE.

The principles and skills you’ll find in this book will help you to channel your passion and achieve balance in a remarkable new way. – Learn why mornings matter more than you think – Learn how to master your own self-leadership and accelerate your personal development – Learn how to manage your energy—physical, mental, and emotional – Learn how to implement Hal Elrod’s invaluable Life S.A.V.E.R.S. in your daily routine – And much more… You’re already an entrepreneur. Now discover how to take your success to the next level by first taking yourself to the next level. The Miracle Morning for Entrepreneurs is your roadmap to masterfully building an empire with a powerful vision, utilizing your areas of personal genius, with the right team at your side.

Start giving your business and your life the very best opportunities for success, right now.

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Double Double: How To Double Your Revenue And Profit In 3 Years Or Less​

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A step-by-step guide to enjoying the roller-coaster ride of growth — while getting the most out of life as an entrepreneur. A growth-focused approach: The book is divided into three sections, which cover planning for fast growth, building a company for fast growth, and leading for fast growth. Each topic the author covers — from creating a vision for the company’s future to learning how to generate free PR for a developing company — is squarely focused on the end goal: doubling the size of the entrepreneur’s company in three years or less. A down-to-earth action plan: Herold’s experienced-based advice never gets bogged down in generalities or theory. Instead, he offers a wealth of practical tips, including: How to design meetings for maximum efficiency; How to hire top-quality talent; How to grow in particularly tough markets; How to put together a board of advisors — even for a smaller company; How even the busy entrepreneur can achieve a work/life balance.