Whitney Keyes, Author and Speaker

Test your brand IQ in 7 simple steps

Whitney Keyes — Thu, 15 Oct 2009 14:39:36 +0000

When was the last time you thought about your brand?

Here’s a quick way to test your brand IQ in just seven steps. Don’t worry, its not that hard and three of the steps involve watching funny commercials!

Step 1: Make a list of the attributes that come to mind when you think of American Express.

Step 2: Take a look at this old American Express commercial with Seinfeld and SuperMan.

Step 3: Now watch this more current AmEx commercial with Tina Fey.

Step 4: Based on your answers from step #1, which AmEX commercial better conveys that “corporate” brand?

Step 5: Now take a minute and make a list of the attributes that come to mind when you think of Jerry Seinfeld and what his personal brand represents?

Step 6: Now check out this Microsoft ad with Seinfeld and Bill Gates.

Step 7: Based on your answers from step #5, answer this question: which commercial, the AmEx one or the Microsoft one, better conveys Seinfeld’s “personal” brand?

How did you do?

Harvey Mackay says trying times are no time to quit trying

Whitney Keyes — Wed, 14 Oct 2009 16:59:55 +0000

One of Seattle’s top business management consultants to solo and small law firms, Ann M. Guinn, just sent this article to me. Although Ann is brilliant when it comes to helping attorneys increase profitability, her excellent advice is applicable to any business. The article excerpt comes from Harvey Mackay, author of the New York Times #1 bestseller Swim With The Sharks Without Being Eaten Alive, and named one of the top five speakers in the world by Toastmasters International.

Trying times are no time to quit trying

When the going gets tough, such as it is for so many right now, it’s time to make a trip to the zoo for inspiration. That’s where you’ll find my ingredients for success: a hide like a hippopotamus, the courage of a lion, the memory of an elephant, the perseverance of a beaver, the endurance of an Alaskan sled dog, the speed of a greyhound, the agility of a monkey and the stubbornness of a mule. One of those traits, perseverance, stands out during down times, when we are so often tempted to give up.

Marshall Field, the famed Chicago department store merchant, once offered a list of 12 reminders to those who would have happiness and success in life. Number two on the list was perseverance. In building a firm foundation for success, Forbes Scrapbook of Thoughts on the Business of Life listed 20 steps, including perseverance.

One of the greatest pleasures in life is doing what people say you can’t. When things seem bleakest, you have to carry on to succeed. Businessman H. Ross Perot said: “A lesson I’ve learned from the lives of great inventors … the most successful people in the world aren’t the brightest. They are the ones who persevere.” And finally, oil magnate John D. Rockefeller added: “I do not think there is any other quality so essential to success of any kind as the quality of perseverance. It overcomes almost everything, even nature.”

I’ll never forget watching The David Susskind Show years ago. He had three guests on who were self-made millionaires. These men, in their mid-thirties, had averaged being in a dozen different businesses before they hit it big. The line between failure and success is so fine that we scarcely know when we pass it; so fine that we are often on the line and do not know it. How many people have thrown up their hands at a time when a little more effort, a little more patience would have achieved success? In business, prospects may seem darkest when really they are about to turn. A little more perseverance, a little more effort, and what seemed a hopeless failure may turn into a glorious success.

There is no failure except in no longer trying. History abounds with tales of perseverance. Theodore Geisel died in 1991 at the age of 87. Before he died, he wrote 47 books that sold more than 100 million copies in 18 languages. What most people don’t know about Dr. Seuss is that he didn’t write his first book until he was 33 and it was rejected by 28 publishers before Vanguard Press picked it up.

The Italian sculptor Agostino d’Antonio worked diligently on a large piece of marble. Unable to produce his desired masterpiece, he lamented, “I can do nothing with it.” Other sculptors also worked this difficult piece of marble, but to no avail. Michelangelo discovered the stone and visualized the possibilities in it. His perseverance resulted in one of the world’s masterpieces–his statue of David.

Even the great Thomas Edison discouraged his friend, Henry Ford, from pursuing his fledgling idea of a motorcar. Convinced of the worthlessness of the idea, Edison invited Ford to come and work for him. Ford remained committed and tirelessly pursued his dream. Although his first attempt resulted in a vehicle without reverse gear, Henry Ford knew he could make it happen. And, of course, he did.

“Forget it,” the experts advised Madame Curie. They agreed radium was a scientifically impossible idea. However, Madame Curie insisted, “I can make it happen.” Finally, as you read these accounts under the magnificent light of your environment, consider the plight of Benjamin Franklin. He was admonished to stop his foolish experiments with lightning. What an absurdity and waste of time! Why, nothing could outdo the fabulous oil lamp! Thank goodness Franklin knew he could make it happen. You too can make it happen!

Mackay’s Moral: Never give up: The mighty oak was once a little nut that held its ground. Check out Mackay’s site for free tips, insight, podcasts and more.

Want free tips, ideas and inspiration to take your business to the next level? Click here to subscribe to The Biz Bite from Whitney Keyes.

How to do a press kit right: Get Hitched, Give Hope

Whitney Keyes — Thu, 01 Oct 2009 23:24:30 +0000

Last week, I was invited to an impressive “thank you” event hosted by Barbie Hull and the rest of Seattle’s Get Hitched, Give Hope (GHGH) founders.

The Get Hitched, Give Hope crew came up with this event as a clever way to show their appreciation to the 26 vendors and 33 sponsors responsible for helping to raise $30,000 in a few hours at last year’s GHGH gala. The proceeds were donated to The Making Memories Foundation, a non-profit working hard to grant wishes, including memory-making events, for terminally ill breast cancer patients, while continuing to support, educate and increase resource awareness.

Businesses and individuals including The Sorrento Hotel, Jen’s Desserts, Judy from Tallant House, Michael Forte with Events with Integrity, Jenny Jimenez and Brenda Chovanak from The Making Memories Breast Cancer Foundation came together to help produce this elegant thank you night.

To a PR and media junkie like me, even more appealing than the Sorrento burger sliders and sweet fruit tartlets were the sleek, black-n-silver press kits.

Here’s a sneak peek on what was inside and free tips on how to do a press kit right.

1. Press release

2. List of sponsors

3. Bios of founders

4. Press clippings from last year

5. Disc containing photos from last year

6. Contact info – phone and email

7. Cover letter with list of contents, including a few juicy news ideas.

Tip: Save the media time. Always include some news ideas in your press kit. Here’s what the GHGH PR gals included in theirs:

“There are so many cool angles and things to write about when it comes to Get Hitched, Give Hope…if we were writers, here are a few stories we’d want to write:

A. The personal story of a bride who bid on – and won – an item at the event last year (we can put you in touch with one)

B. The incredible deals to be had at the event. last year brides saves 60% and more over retail prices on incredible wedding goods

C. The way donating services allows small businesses to give back.

From the event last year to the thank you dinner this year (including the press kit!), these Seattle entrepreneurs know how to put on a class act and authentically promote their businesses while raising a lot of money for a very important cause.

Don’t miss this year’s event on October 29, 2009, and help the GHGH crew raise even more money: $50,000. For more information and to buy tickets, visit the main Get Hitched, Give Hope site.

Free Small Business Fair from SBA

Whitney Keyes — Tue, 01 Sep 2009 22:18:34 +0000

Did you know the 2009 Washington Small Business Fair (BizFair) is just around the corner?

And guess what? It’s free!

If you’re thinking about launching a new business, growing a current one, or struggling to keep your doors open or website up – this day is for you. (And if you’re from out of town, check your local Small Business Administraion office for events near you.)

Over 500 people are expected to attend the event this year, being held at Renton Technical College on Saturday, September 12, 2009. Biz Fair has been an annual event for Washington’s Small Business Administration since 1997 and nearly 5,000 people have attended over the years.

The day is packed with about 40 seminars taught by savvy business experts and small business owners (including me).

You also get the chance to connect with 30 federal, state and local government agencies, as well as business and trade associations.

If you’re working hard to make your business a success, you won’t want to miss it. Here’s the scoop:

What: Washington Small Business Fair
When: Saturday, September 12, 2009
Where: Renton Technical College (Map & Directions)
Cost: Free!

More info: Visit the main BizFair website, email info@bizfair.org or call 206-220-5300

Want free tips, ideas and inspiration to take your business to the next level? Click here to subscribe to The Biz Bite from Whitney Keyes.

Social Media: Listen first, sell later

Whitney Keyes — Tue, 25 Aug 2009 19:46:09 +0000

I think too many people are focused on the “push” aspects of social media right now.

Creating blogs.
Producing videos.
Sending out tweets.
Updating Facebook pages.
Launching radio podcasts.

Add it all up and this turns out to be a lot of work that needs to get done and every entrepreneur I talk to tells me they don’t have enough time to be doing all of this.

So don’t. For now.

One could argue that these new social media tools are part of a fad and not worth paying attention to or incorporating into your marketing mix.

I disagree.

I think services like Twitter are powerful communication tools that can be integrated with traditional marketing activities to promote business. If used correctly, they can even help you maximize your resources and save time.

Instead of focusing on creating and distributing your content and messages, try shifting your focus on finding and receiving content. Use these free tools to get a better sense about what your customers, partners, employees, industry experts, the media – and even competitors – have to say about your business.

Did you know:
*25 percent of search results for the world’s top 20 largest brands are links to consumer-generated content.
*78 percent of consumers trust peer recommendations.
*Only 14 percent trust ads.

Do you know what people are saying about you and your business right now?

Find out.

Start listening. And reading. And watching.

Here’s a compelling video produced by Erik Qualman, author of a new book called *Socialnomics, to get you motivated about the possibilities of social media. It’s packed full of data and statistics.

When you’re ready, join the conversation in the way that seems the most enjoyable and authentic for you and makes the most sense for your business.

And if that still doesn’t work, find someone to help you. View these tools as you would any other marketing communication you do for your business. It’s OK to use a graphic designer or publicist and it’s OK to use a guest blogger or ghost twitterer.

Thanks to my colleague over at Seattle University , D.J. Weidner, for sharing this video with me. Here’s a link to the main Seattle University Facebook page he manages.

Want free tips, ideas and inspiration to take your business to the next level? Click here to subscribe to The Biz Bite from Whitney Keyes.

How to do your own PR: Use good news idea

Whitney Keyes — Wed, 12 Aug 2009 02:22:09 +0000

As newspapers across the country continue to close, people still dream about getting their 15 minutes of fame. Having a business featured in a media story – especially a print publication – is a serious goal for many entrepreneurs.

Stacey Anderson is one of those people. Anderson is a professional organizer and wanted to promote her business, Organized Innovations, to the media.

After spending years working with everyone from compulsive hoarders and paper packrats to people diagnosed with Attention Deficit and Obsessive Compulsive Disorder, Anderson wrote a how-to book to help her clients conquer their clutter. She created a press release about the book, Get Organized: Get Revitalized, 80 Quick and Easy Tips to Get You Started, and sent it to the local media.

The next thing she knew, she was featured in a newspaper story along with a full-color photo.

Stacey Anderson helps conquer clutter. Photo by Chad Coleman/Bellevue Reporter

OK, OK. I happen to know the process was a little more complicated than that, but you can do it, too! These same steps Anderson used can help you land a story on National Public Radio and Oprah to the Wall Street Journal and Outside Magazine, as long as you focus on the news.

Here are the 15 steps Anderson did to find her local media spotlight:
1. Brainstormed news ideas about the business (Twitter-Style Tips Help Hoarders:
New How-To Book on Organization offers 80 Ways to Tackle Twitter Mindset)
2. Made a list of media to contact
3. Research media sites and specific names of reporters
4. Wrote first draft of press release
5. Got feedback from writer and PR consultant (AKA Whitney Keyes)
6. Revised and edited the press release
7. Pitched the press release with the news idea to the media (using email, online forms, etc.)
8. Heard back from Shauna Nuckles, a journalist for the Bellevue Reporter newspaper
9. Called Keyes again for quick consultation on how to best respond
10. Scheduled a phone interview with reporter
11. Prepped for the interview
12. Conducted the phone interview with her
13. Got contacted by the paper’s photographer, Chad Coleman; sent him logos, etc.
14. He needed a current, “on site” photo so asked a partner company if they would be willing to provide a location to stage a photo shoot
15. Met photographer at the store and did a photo session with him
16. Waited patiently to see if the article came out
17. Article finally posted online: Getting organized: Stacey Anderson can show you how to get a handle on your stuff
18. Got tons of calls from family and friends
19. Still waiting to see if the article will run in the print version of the paper
20. Still waiting to see if all of this PR work generates any new clients!!!

TIP: Help save our newspapers before they all go extinct! They have businesses to run and bills to pay, just like you. Consider paying for a subscription or an advertising campaign if it makes good sense for your business. Read their stories. Comment on the articles posted on their websites. Call and thank reporters for well-written articles. Let their editors know you truly enjoyed reading a specific story. If you want them to be around in the future to help your business, you need to support their goals, too.

Want free tips, ideas and inspiration to take your business to the next level? Click here to subscribe to The Biz Bite from Whitney Keyes.

Another print newspaper bites the dust, goes green online

Whitney Keyes — Tue, 04 Aug 2009 16:00:41 +0000

I just got a press release from the Bellevue Business Journal / Eastside Business Newspaper with this headline: Publisher Declares “Print is Dead” – Local Northwest Publications to Cease Printing, Put Focus Online, Offer Social Media and Event Services.

The evolution of the media, especially magazines and newspapers, continues to fascinate me. Everyone I know in business (yes, even the Twitter generation of people in their 20′s) still dreams of getting a story in a local or national print publication. It seems to come down to the fact that there is still something very tangible and magical about a news story written by an objective journalist or a press release personally selected by an editor or publisher.

Speaking of press releases, Joe Kennedy, longtime publisher of the two papers based in Bellevue, Washington and former Publisher of The Valley Business Journal in Temecula, California, declares in his that the print news industry is “dead” and instead of printing newspapers, he will be focusing time and resources on continuing to expand reach to readers online and through the use of social media.

“It’s no secret that the print news industry has been hurting for some time,” Kennedy said, “but with the amazing and exciting evolution of social media, it has become all but irrelevant. We have reached many, many more people online with our news sites than through the print papers for the past couple of years. It is about time that we focus all of our resources reaching the majority of readers online and where they want to be engaged.”

There is a major environmental issue as well. Kennedy believes that we are not far from a day when it becomes socially irresponsible to print anything – especially information that can easily be distributed online.

“As a member of the local GREEN community (he was one of the people who founded the most recent incarnation of Eastside GreenDrinks), every time we printed a new edition it was pure inner turmoil. Over time as our online numbers grew, it became increasingly evident that we were wasting valuable resources: newsprint, ink, and the fuel needed to deliver and distribute a less effective product. Killing off our print editions is not only the smart thing to do, but done as part of our social responsibility to be kind to our environment. ”

Kennedy has been using social media tools such as Twitter, FaceBook, LinkedIn and various blogs to reach people for some time now and will be continuing to build on these efforts for the benefit of his clients.

“With the newspapers, I could reach thousands of local people each month for the benefit of many, many local businesses and organizations. That was good, but through the use of our online news sites and social media tools, I can now reach tens of thousands targeted people every day for clients with specific needs and goals.”

Kennedy’s not so secret weapon may be the use of two social networks he’s created himself. Eastside Entrepreneurs has nearly 1,300 local members in less than 10 months and holds many events, most of which are business networking parties and mixers.

“Through Eastside Entrepreneurs, we’ve been able to help connect many, many local people and businesses. It’s so great to hear wonderful stories about our members connecting with each other both online and in person – helping each other, making needed introductions leading to increased business and productivity. I’m constantly hearing great affirmations that this type of social networking is working and extremely valuable to many people.”

A celebratory last newspaper burning party is being planned for readers, supporters, advertisers, and clients. If you would like to participate or receive an invitation, make sure you are a member of the Eastside Entrepreneurs online social network so you can get all related announcements. You can reach Kennedy at Joe@EastsideEntrepreneurs.com, @KennedyIAm on Twitter, or on FaceBook.

Want free tips, ideas and inspiration to take your business to the next level? Click here to subscribe to The Biz Bite from Whitney Keyes.

Suess puts the fun back in the business of chocolates

Whitney Keyes — Wed, 29 Jul 2009 15:42:23 +0000

I had lunch down in Madison the other day and on my way back to the car, I noticed something surprisingly sweet tucked in the far corner of the parking lot just East of Café Flora: a chocolate and pastry shop called Suess!

I popped in to check it out and ended up having a wonderful conversation about the business of chocolate with Denis Haupt, one of the founders.

I learned that in addition to hand making award-winning, German chocolates and pastries, Suess has found a unique way to bring back the fun in chocolate. Unlike other chocolate shops that position themselves as fancy schmantzy, adults-only boutiques, Haupt and his business partner, David Hua, specifically designed their business to be family-friendly and offer special treats like chocolate-making classes for children and adults. This aspect of their brand is well represented by the little German boy prominently features in their logo.

Suess co-founders: Dennis Haupt (left) with David Hua. Photo thanks to Brad Kevelin

Enough about business! Of course I couldn’t leave without buying a few truffles. I highly recommend the Caramel Sea Salt dark truffle!

I’ve been back to Suess two more times and here are some quick, top of mind tips for them as they continue to grow the business:

1. PR: Consider talking to Kirsten Graham, one of the top foodie publicists in town.
2. Partners: Northwest Enterprising Moms is a powerful, multi-talented group of movers and shakers. Get involved with them.

3. Customers: Play up the “fun” aspects of your brand, especially when it comes to your in-store experience. Retail stores have to work hard to create an inviting, memorable experience for their customers the minute they walk through the door. Experiment with music, décor, display, and even your greetings.

What impression do you need to make to get them to come back, sign up for classes and tell everyone they know how fabulous your truffles are and how fun it is to go to your store?

Want free tips, ideas and inspiration to take your business to the next level? Click here to subscribe to The Biz Bite from Whitney Keyes.

How to get a free publicity ride from another business

Whitney Keyes — Fri, 24 Jul 2009 21:53:16 +0000

Here’s a great example of how a business can take advantage of another business’ marketing messages, in a clever way, and score some of its own free publicity.

Did you hear the story yesterday about the owner of a South Carolina hair-replacement business that did this?

Dennis Murphy, in red, still wearing his toupee

Here’s the scoop:

1. A TV ad for the Time Machine ride at Freestyle Music Park shows the rollercoaster moving so fast, a man loses his hairpiece
2. Dennis Murphy, owner of a hair-replacement business, thought the ad put his toupee-wearing customers in a bad light
3. Murphy decided to challenge (in a playful way!) the park’s message
4. He and the park invited the Sun News of Myrtle Beach to cover the story
5. Murphy rode the rollercoaster to prove his toupees would stay
6. It did
7. The newspaper ran the story, featuring a color photograph of him at the end of the ride, with his toupee windswept, but still on his head
8. The story was so entertaining and unusual that media outlets across the country picked it up, along with the photo of Murphy
9. Murphy and his business got tons of “free publicity”

Tip: Media coverage doesn’t guarantee your business name or website will be included. After a quick scan of media coverage for this story, from MSNBC to the Associated press, I couldn’t find the actual name of Murphy’s business anywhere on the web. Focus on what would make an interesting story for readers and viewers. You’re aiming for a news story, not an ad.
Idea: What’s going on in your community that you can tie your business to in order to get some free exposure?

Want free tips, ideas and inspiration to take your business to the next level? Click here to subscribe to The Biz Bite from Whitney Keyes.

Publicity stunts work, when done well

Whitney Keyes — Tue, 21 Jul 2009 18:34:09 +0000

Yesterday, as part of their 40th anniversary of the Apollo moon walk, Florida’s Kennedy Space Center sent out this media alert about a MoonPie spectacle.

Here’s what it said:

40 inch MoonPie®
Date: July 20, 2009
Time: 2:00 p.m.
Location: Rocket Garden

On July 20, the 40th Anniversary of the famous first steps on the moon, the Visitor Complex will host one of the world’s largest MoonPies. The MoonPie will be available to the public to enjoy at 2:00 p.m. in the Rocket Garden. The MoonPie is 40 inches in diameter, six inches tall and weighs in at 55 pounds – a total of six pounds of chocolate and 14 pounds of marshmallow.

If you send this sort of announcement out before your event, here’s the type of media coverage you might get that can help promote it and draw a crowd:

Florida Today: MoonPie to mark landing date

Orlando Attractions Magazine: Join Apollo astronauts for 40th anniversary, and enjoy world’s largest MoonPie

I heard the story on National Pubic Radio this morning and here are just a few examples of the massive media coverage that resulted after the MoonPie debacle:

Times Free Press: MoonPie goes oversize for lunar landing
UPI: Giant MoonPie marks Apollo 11th’s 40th

Click Orlando: Lunar Landing Celebrated with MoonPie

Yes, it helps to have a globally recognized name like Kennedy Space Center, but don’t let that hold you back. If you plan your event well and do a good job promoting it, the crowds will come.

TIP: Curious about the history of these whopper events? Check out Publicity Stunt: Great staged events that made the news, by Candice Jacobson Fuhrman.

Want free tips, ideas and inspiration to take your business to the next level? Click here to subscribe to The Biz Bite from Whitney Keyes. Got a news tip to share or a story idea you want me to cover? Comment about it here or email me with “BizBite” in the subject line, along with a short bulleted list with the who, what, where, when, why and how!