Another From The Mailbag post; Haven’t done one of these in awhile!

This one is from a respected attorney in Minnesota (hey, that’s where my Dad grew up!) looking to move from a successful practice into becoming a professional speaker.

Enjoy!

Rabbi Ginzberg,

I am a lawyer in Minnesota (land of the “Frozen Chosen”). I have been practicing . . . → Read More: From The Mailbag: How To Take Your Ideas on The Road]]>

Another From The Mailbag post; Haven’t done one of these in awhile!

This one is from a respected attorney in Minnesota (hey, that’s where my Dad grew up!) looking to move from a successful practice into becoming a professional speaker.

Enjoy!

Rabbi Ginzberg,

I am a lawyer in Minnesota (land of the “Frozen Chosen”). I have been practicing law for over 25 years and have had my own practice for 18 years.

I am interested in becoming a national speaker for lawyers. I have a breadth and depth of practice that has connected me to many different types of lawyers and the law. I have tried many cases and am in court very frequently. I have been told I am an engaging speaker.

I have researched and written an article about contract lawyers and co-counsel relationships and how they can expand your network and practice. I don’t believe that anyone has written about the issue in the way that I have. The ideas are very useful for solo and small practices.

How do I break into the national speaker scene and take my ideas on the road?

You ask an excellent question… You know where you want to go (many people do not!) and you want help getting there.

In this post I will try to distill many thousands of dollars worth of expensive business courses and advice into a few short sentences. Here is what you should do, in five simple steps:

1. Create a free seminar for attorneys in your local area (or, if you’d rather, a different area in which you have a network of connections or some familiarity.)

One of the ways you can do this quite easily on-the-cheap is to get a media sponsor- in essence, free advertising in exchange for having their name seen as the event sponsor.

This enables you to leverage your media sponsor to get valuable publicity as well as the “shimmer effect” of the sponsors’ prestige in the local marketplace to give credibility to your event.

2. Put on a stunning (meaning good information, not glitzy!) event. Inviting another presenter or two that are not your direct competition (even if you have to pay an expert, well likes personality to attend and speak!) will help your event be superb.

3. Have the event photographed videotaped, so you have something to show future audiences and for use of snippets thereof on social media sites. Photos are very helpful in your media kit, online, and for local media publicity.

4. Get testimonials from happy attendees. Video when possible, otherwise written. These are your magic keys to getting paid engagements.

5. Use LinkedIn or your network to connect with magazines and news media read and appreciated by your target audience (and think about this for a few minutes… it may not be the first lawyer rag that comes to mind.) and get your article published.

These five simple steps are an easy way to move your dream forward…  The best of luck!

Note:  Small Business Marketing Advice is available for a song, for next few days… until the website overhaul… take advantage or be left behind!

1) poll your audience. what do they want more information about specifically?

2) take the three of five most wanted ones and create an outline with each one as a master topic, and having three subtopics; one example, one tip, . . . → Read More: Save $1997 by reading this short blog post]]>

While recently researching more in-depth on media and PR, I became fascinated by the angle about religiously dressed persons such as myself and the getting of PR for their businesses.

Do clean-shaven, suit-and-tie businesspeople have an easier time getting PR for their business then . . . → Read More: How Visible Religious Dress Affects Your Chances of Generating PR…]]> Do Religious Dress Factor Hurt or Help a Companies Ability to Generate Publicity?

While recently researching more in-depth on media and PR, I became fascinated by the angle about religiously dressed persons such as myself and the getting of PR for their businesses.

Do clean-shaven, suit-and-tie businesspeople have an easier time getting PR for their business then visibly religious people?

(and I’m not talking about when someone with a black hat does something illegal or immoral and gets splashed all over the media to an extent which would never happen had the same exact crime been committed by another “ho-hum” American that did not prominently look like they were tied to a specific group…but let’s leave that alone for now.)

For example, a take someone like myself. With a wide-brimmed felt hat and a dress code of “white shirt, black coat, black hat, no tie” ever day of the week… how does that affect my ability to get media coverage for my business ventures? So, being somewhat biased on the subject, I sent out a request to “Experts at large” in the field of marketing and small business owners to get their take. Here are some of the responses I got….

Andrew Lavin, from A. Lavin Communications, Wrote:

It should have no impact on publicity activities. First of all, in the secular media world, there is relatively little live contact in pitching stories, sending information and interviews.

Second, people respect religion, barring anti-Semites, and an editor is understanding of people’s religious observances. Once again, people bend over backwards not to offend.

This week, I will be working with a candy company at the Sweet N’ Snacks Show. If there are a number of orthodox executives milling around the booth, they will think it is kosher, and that makes it even better, if a bit more limited.

Internationally Acclaimed Author Dale Furtwengler Wrote:

Dear Issamar,

The publicity that we desire, that which is most memorable and provides the greatest impact for us, is the kind that focuses on what result others have gotten. People are intrigued by success stories, the more powerful the result you’ve helped someone else achieve the greater the public’s interest in you. After all it’s the result they want. When your story demonstrates your ability to help others achieve great things, then it doesn’t matter how you dress you’ll get the publicity you seek.

Assuming that your dress, religious affiliation or any other aspect of who you are is an obstacle makes it so. It’s this natural tendency that each of us has to internalize these concerns that makes them real.

When we shift our focus from ourselves to the good we do for others, those concerns evaporate. They have no substance other than what we’ve chosen to give them.

Mario Almonte, Managing Partner at Herman and Almonte PR Wrote:

A visible religion is an advantage in pitching the media – its uniqueness serves as an icebreaker that gets journalists to listen to what the person has to say.

I’m a PR strategist and social commentator who is frequently quoted in major publications nationwide speaking on political, social and pop culture issues. It’s important to note, however, that a visible religion only opens the door. The idea that is pitch will then succeed on its own merit.

In your case, you are adding “fuel” to the challenge of getting media attention by directly mentioning your religion in your business’ name.

In that sense, you also run the risk of creating a “one trick pony” mentality in the media, which will assume that everything you do will have a religious perspective.

You have the advantage of a unique name, but once you get the media’s attention, the only way you’ll keep it is if you consistently offer journalists ideas they can legitimately build articles around.

Expert writer and Photographer Becky Blanton wrote to me: (emphasis added- IG)

Dear Rabbi Ginzberg:

As a reporter for more than 22 years I’d say your chances of getting media attention are actually better than average given your faith, dress and lifestyle.

It’s especially better if you do several things:

One, assume that reporters DO want to talk to you.

Don’t automatically assume that your dress, religion, name etc. are what is keeping the media from not giving you the attention you want. 99 times out of 100 that is NOT the case at all!! Reporters are fascinated by things they don’t understand. I still want to do a story on how local dairy producers do kosher cheese for instance. There are Rabbis that inspect various food and dairy plants for ???? so they can approve the Kosher production of certain food items. This is fascinating to people who didn’t know that this was and is a consideration for many people.

Sending a press release to the local paper (as one business owner did to me) to tell me the Rabbi who inspected his dairy was coming and asked if Id be interested in the process of inspection etc. was smart! He knew Id see the story in that, but that his factory would be IN the story as well as the focus – getting him great coverage, but providing a story I could use as well. Reporters make decisions about news based on the STORY inherent in the business, not on other issues.

People like to complain that its their faith, dress, age, gender etc. but the truth is – in the reporters eyes you’re probably boring and selfish and too cheap to buy an ad.

So quit making it all about you and make it about the reporters needs to give readers news they’re willing to pay for.

Two, make yourself known and be helpful as a source about things NOT related to religion.

Introduce yourself to the managing editor at your local paper. Call and arrange a time that is NOT around deadline time and see if you can have 5-10 minutes of their time to just say hello. Your goal is to get your face/name known. Ask about what their challenges are, what they need in terms of community news. Ask what kind of news they cover and what they look for. Give them your business card and tell them if they have any questions about ________ and then tell them what you can help them with – i.e.  your faith, your hobbies, your neighborhood etc. Expect a polite reply, but no gushing. They’ll hold onto your card just in case. Do not ask for anything, just let them know who you are and reassure them you’d be happy to comment on anything related to your faith, beliefs, opinions about _____________.

Three, get the business cards/numbers of all the reporters. If you see a fire, a bad accident (not a fender bender), etc. call them immediately and let them know. Newspapers depend on citizens to report things just as the police do. Be one of those people in the know about a lot of things. Don’t just call when its about you. Be generous with your tips.

Four, send press releases that have a story to them that benefits readers, not just the person in the press release.

For instance, a young woman I know kept sending press releases about her teaching a free class on resume writing. No one responded. I told her to write a press release on “10 job hunting tips for a bad economy.” And then – to mention she was teaching a class on more tips and how to write a resume. Ten minutes after she sent that press release she got a call from her local ABC affiliate and another call from another affiliate the next week. Reporters respond to pitches that help LOTS of people, not just the person submitting the release. She gave the paper information their readers could use and not just information that was an ad for her dressed up as a story.

Five, if you hear about ANY story idea, whether it involves or benefits you personally, call or better – email the reporter/editor and let them know.

You’ll know what they consider a story because you’ve asked them. This will show them you are active in the community and know people. Over time they will get to where they depend on you for story ideas and quotes and contacts. This is called “being a source.” Good place to be.

Six, never assume, never take for granted, never push for more personal coverage of you, your business etc. than you get. There are thousands of people wanting coverage and ethically reporters must not show favoritism. If you want to be in the paper every day, buy an ad.

Hope this helps. More people would get in the paper more frequently if they realized the paper is not there to promote them, but to serve the community and that things, news, events etc. that benefit the community are what they’re looking for.

Jean Fritz of KittyVista LLC wrote to me as follows:

Yours is an interesting question, and I’m not certain there is a definitive answer to it. I am not a publicist, but I do run a small business in a state in which there is a large population of Old Order Amish and Mennonites, many of whom also run businesses. In their case, they have leveraged their religious identity in their marketing endeavors. Indiana’s “Amish country” is a huge tourist attraction and the Amish have a reputation for fine craftsmanship, so many visitors come specifically to purchase furniture, quilts, ethnic foods (e.g. shoe fly pie), etc. In this case, “Amish” is almost a brand. Similarly, on the south side of Indianapolis there are several Sikh families who are involved in selling and servicing cars. People have been made uncomfortable upon meeting them initially, because their religious garb includes wearing a sheath containing a large dagger. Once the initial hesitancy is overcome, they have not had a problem doing business or maintaining their customer base. If religious affiliation is an integral part of a person’s identity, I think it’s counterproductive to try to “hide” this. There will be some people who are put off by this (these are the same people who become “offended” when they see a person minding their own business reading a Bible in a public park), and the prevalence of this attitude may vary from region to region. Overall, though, people seem to be more interested in what you can do for them; if your marketing message is strong, the details of your religious persuasion will be interesting but not necessarily a relevant factor in deciding whether or not to do business. Hope this helps you with your blog. I would be interested in reading your conclusions and would appreciate your forwarding a link once you are published.

Liora Farkovitz wrote:

I am responsible for strategic marketing and product development for several Jewish owned businesses in the US and Israel. My largest client at this time is Orthodox and their entire business schedule revolves around prayer and Jewish Holidays. They “walk the talk”.

Honestly? I have never had anyone be enthusiastic about a contribution and later back off of it. I think it has pretty much been an “equal opportunity” experience. If anything, my Jewish clients tend to self censor their publicity opportunities, and have an overly modest orientation sometimes makes it hard to get the word [out] about what they do. It’s my opinion that most people are respectful of differences and if the person is authentic, that how they dress as part of conducting their business is not that important. Our society is used to cultural differences.

I think the difference in attire is really symbolic of differences on other levels and as often as not are Jewish v. Jewish opinions and prejudices instead of Jewish v. Non-Jewish.

Personally, I find myself walking a fine line. I don’t particularly enjoy using the term “Rabbi” in business… especially since it puts me in a much harsher light then if I were to just call myself “Izzy” like when I was in my mortgage brokerage days.

But then again, I have dealings with businesspeople from around the world, and have definably found that while I don’t ask to be called Rabbi and in fact use the word sparingly myself, many of my clients see the word rabbi in many of the testimonials on my site… and giving advice to business owners is something that actually ties in quite nicely with what rabbis are supposed to do… help as many people as possible!

Leave your comment below… What Do You Think?

Not too long ago, a young man was driving along a peaceful, New England country road when he saw a sign that attracted his attention. The sign simply said: Talking dog for sale.

His curiosity aroused, he stopped and rang the doorbell. An elderly woman came to the door. He politely asked, “Do you really . . . → Read More: FOR SALE: TALKING DOG]]> The Talking Dog

Not too long ago, a young man was driving along a peaceful, New England country road when he saw a sign that attracted his attention. The sign simply said: Talking dog for sale.

His curiosity aroused, he stopped and rang the doorbell. An elderly woman came to the door. He politely asked, “Do you really have a talking dog for sale?”

“Yes, he’s out back. Just go around to the yard behind the house and take a look,” the woman responded.

The man walked to the backyard and saw a stately-looking older dog resting in the shade. Speaking right up, the man asked, “Are you the talking dog?”

The dog nodded.

The man, unbelieving that the dog could talk and expecting no reply, shouted, “OK then, tell me your story.”

The dog sat up, wagged his tail and began to talk, “You don’t have to shout. I’m old but not hard of hearing.

You want to know my story? Well, when I was just a young pup, I realized I had skills that were quite unusual. I thought about how to best use them and volunteered to work for the U.S. government. I was assigned to the CIA and, after training, went to work as an aide. It was somewhat like being a spy.

Since only my immediate supervisors knew that I could talk, when we were engaged in tough treaty negotiations, I would wander over to the other country’s side of the room, overhear their deliberations and report back. In this way many successful agreements, favorable to our point of view, were reached.

I craved more action, however, and the government agreed to my request. I was transferred to the military and went to battle. A dog can go where a human soldier cannot. I sneaked to the front lines, located enemy positions, and learned their battle plans. This was all hush, hush, of course. But I saved a lot of lives and won a bunch of medals.

One day I realized that I wasn’t getting any younger and asked to be sent home. I then worked as a guard dog at the mall. That’s where I met my current family. I married and fathered five cute pups – three girls and two boys, and now I’m retired.”

The man thanked the dog for sharing his story. He knew inside of him that he just had to have this dog. Just imagine having a dog, the proverbial man’s best friend, and be able to have deep conversations with him! No more lonely nights with no one to talk to. He wondered if he could possibly afford this wonderful creature.

Still shaking his head in amazement, he returned to the front porch of the house where the woman was relaxing on a rocking chair. Almost afraid of her answer, he asked her how much she wanted for the dog.

“I’ll take 10 for him,” she responded.

“Ten dollars for a talking dog! How come?” the man exclaimed in surprise.

The old woman retorted, “I’ll tell you why, sonny. That dog is such a big LIAR! He never did any of those things!”

Moral #1: In marketing, perception is reality.

Moral #2: Pricing is always about perceived value.

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From the Business Marketing Advice Mailbag:

Hi Issamar,

We’re a small start-up. We’ve created an award-winning new hands-on educational product for the K-12 science classroom. The (product) is highly effective and very well received by students, teachers, and parents. We’ve been blessed with a lot of raving fans!

. . . → Read More: How You Can Cost-Effectively Reach, Educate, and Sell More]]>

From the Business Marketing Advice Mailbag:

Hi Issamar,

We’re a small start-up. We’ve created an award-winning new hands-on educational product for the K-12 science classroom. The (product) is highly effective and very well received by students, teachers, and parents. We’ve been blessed with a lot of raving fans!

But most school systems are in a financial shambles right now. So, we have developed some successful partnerships with local companies/organizations/utilities that buy the (product) (off-the-shelf and custom versions) and donate them to their “partner” schools. They’ve seen great results. This not only lets them wear the good corporate citizen halo by providing the school with much needed materials, but also benefits the company by improving the skills/knowledge of their future workforce.

It’s an exciting win-win but it’s not the sort of thing that is top of mind for most companies yet. Any suggestions on how we can cost-effectively reach, educate, and sell to more of these targets?

My Response:

Let’s try to analyze the information that I have gotten from you in your email.

1) You have a product that is a perfect fit for schools, and that has people excited about it.

2) The entity that you consider your ideal client is schools.

3) Since schools have, as of yet, not ponied up the cash to buy them, you have created an alternate way for schools to get it by partnering up with corporations to pay for the products that are then donated to schools.

First of All… Kudos on that approach!

By doing so, you have found alternate ways into your target market and are still getting paid to deliver the product.

Here are some of my thoughts and ideas you can work with:

• Once you are in a school, get good testimonials from the principal and school staff. (a good way to get this done properly is to provide them with a custom written testimonial template that they can use as is or modify as they feel comfortable– the more “work” you do for them, the easier time you will have getting the testimonials themselves.)
• Create an “as used in” page with a list of the many schools using the product… the social proof helps. Alot!
• Sending a targeted mailpiece (not email, the kind of mail that a guy in a blue shirt and a can of pepper spray delivers…) to area principals and educators, and then follow up with them.
• Depending on the way the books are used, you may find that you can give out the books to schools for free and only charge upon re-orders… your model seems like one that I could toy with for hours and come up with alternate forms of getting income from that you may not have realized.
• Getting a “Ford” or “Disney” sponsored book published nationwide… could you get 6 companies to pay you a fee to be on the cover of every single book nationwide for the year 2011?
• Consider public libraries, after school tutoring programs, and custom versions (Tutor Time branded version for a tutoring franchise, McDonald’s version for McDonald’s…)

And two more questions for you to ponder:

1) Do you know who your competition is? (There isn’t any is not the right answer, no matter what business you are in.) How are they getting business? What can you do/are you doing better then they are?

2) Who already has your target clients as a buying audience?

If every day you buy lunch at the same restaurant, and a new restaurant opens up across the street, you now have a problem.  You might be considering trying the new restaurant across the street, . . . → Read More: How to make it super easy for people to buy from you]]> Every time two people do business, one of them is taking a risk.  What does it mean?  Think about it this way.

If every day you buy lunch at the same restaurant, and a new restaurant opens up across the street, you now have a problem.  You might be considering trying the new restaurant across the street, but this is the problem.  You already know every time you go to this familiar restaurant, what you’re paying, and what you’re getting.  You feel it’s a worthy exchange.  You gave something, you received something, you made a deal, and you’re happy about what you paid or you wouldn’t have returned again and again.

Now this new restaurant that just opened across the street “calls to you.”  You go in there, pay money, buy lunch–but it doesn’t taste very good.  You just wasted your lunch hour.  The change was not worth the risk so you returned to the place you’ve always gone to, pick up your usual lunch, and go back to work.

But, if the new restaurant is a pizza place that says, “Come try our food.  If you don’t like it after the first bite, we’ll give you your money back.”  What happens?  A lot of people that wouldn’t have tried it say, “The pizza is about the same price.  I think I’ll try it.  What’s the worst that can happen?  I’ll just get my money back, and won’t be any worse for the wear, and I’ll try something new that maybe will be good or better than what I usually eat.”

This is called risk reversal–whenever you do business with somebody, if you can take any risk off them and put it on yourself, many more people will take you up on the offer.

How can you reduce the “risk” that your customer takes when doing business with you- and make them more comfortable doing it?