Category: INSIGHTS

Follow This 1 Rule of Marketing to Make Your Business Stand Out and Gain Respect

Which side are you on? What do you think?  In business, as in politics, having a clear point of view is one of the best ways to demonstrate authenticity from a branding standpoint.  Think about Patagonia, Ben & Jerry’s, or Toms Shoes. They’ve made their values crystal clear and it’s only increased their popularity.

Having an opinion can help your brand stick out from the pack, but authenticity can be good for your health as well.

Consider the polygraph test. The polygraph shows significant changes in physiological responses: a faster heart rate, higher blood pressure, and increased perspiration –the physical manifestations of stress. The truth may not set you free, but it help you feel better about yourself, your brand, and the times in which we live.

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Caution Required When Responding to Fake News

Recently I sat down with Wall Street Journal writer Ben DiPietro and answered questions about what steps a company needs to take to respond to fake news about their brand.

This image provided April 19, 2011 by the U.S. Federal Trade Commission shows a screen shot of a web site using a fake news site to promote acai berry weight-loss products.

Are there compliance/regulatory concerns companies need to be aware of when crafting a response to fake news?

Adele Cehrs, chief executive, Epic PR Group: “If a company provides credibility for the fake news story by responding to the claims as fact before checking the validity of the news, it could be held liable for any positive or negative implications that come from the piece related to the company’s stock price. Consult an attorney before releasing any statement to get ahead of the potential regulatory issues and stay out of trouble. If in fact the story is false or exaggerated the correspondence with your attorney can help you in the court of public opinion. Also, using a corporate social channel to state that the news source reporting the disinformation is ‘questionable’ will prompt your audience to further investigate the claims.”

Does the source of the fake story or social media post determine the type of response? Is there a difference in how a firm responds to a politician making false claims? Does the response change if fake stories are part of a more coordinated campaign?

“If it is a right-wing or left-wing news outlet with a clear agenda and slant, it may not be worth responding if you know the position you take will be taken out of context or manipulated. Retell the story in your own words with a corresponding media blitz on outlets that have a balanced approach to reporting. Have a public relations strategy ready to address follow-up questions and sensitivities that may arise.”

“Companies that may be challenged by politicians must understand if they respond too strongly they will possibly create a bipartisan relationship with their stakeholders, which may negatively impact brand perceptions. Companies that have a corporate social responsibility position in place tend to do better in these situations than their middle-ground counterparts because their audience will anticipate their response–and that will in turn create more loyalty. The strongest bond you can build with customers is shared values, especially related to politics. For many companies, 2017 might be the year that forces brands to create a clear line in the sand related to what they stand for and believe in.”

How to Make your Content the Center of Attention

As an entrepreneur getting your business in front of the right customers can be a challenge. One of the best ways to do this is to create engaging content that makes customers want to visit your website, read your content and eventually buy your product or service. But, your customers are lost in a blizzard of content. According to Word

Press, some 92,000 new articles are posted on the Internet every day.

Meanwhile, attention spans keep shrinking and distractions abound. So how can your business be the shiny object? How do you get more eyeballs, clicks, and engagement? Promote after you post.

The promotional strategy for content should be a mix of relationship building, tools and follow-up strategies. Read on for some simple ways to spread your words.

Read more: https://www.inc.com/adele-cehrs/how-to-make-your-content-center-of-attention-and-grow-your-business.html?cid=search

Pick Your Own Brain and Discover 5 Surprising Ways to Monetize Your Wisdom and Expertise

According to Gallup, one out of every five new businesses closes within its first five years. What’s worse, eight out of ten entrepreneurs shutter their business within the first 18 months. While these sobering statistics should not discourage you from living your entrepreneurial dream, the numbers make a good case for creating multiple revenue streams. It takes back up bucks to fund your back up plan.

Regular extra income can help you mitigate marketplace risk and protect yourself from being put out of business by an unforeseen industry disruptor. Ideally, your side gig, once you get it going, should be low maintenance.

Author and marketing maven Dorie Clark, who wrote the best-selling books Stand Out and, most recently, Entrepreneurial You, excels at building passive income streams. For her, the advantage is not just financial. Sidelines, Clark notes, can help you “move away from the treadmill of overwork and burnout.”

1. Monetize Your Mind

John Lee Dumas, executive officer of Entrepreneur on Fire, recommends starting your passive income ventures by answering three questions:

• Who do you want passive income from?

• What is valuable enough for them to pay money for?

• How can you create or offer that value?

To read more click here: https://www.inc.com/adele-cehrs/5-simple-ways-to-increase-your-revenue-a-must-read-for-entrepreneurs-who-need-more-financial-security.html

Should You Play Politics With Your Brand? Take a Lesson From Patagonia.

In these polarized times, most companies would rather court customers than controversy. Patagonia is different.

The outdoor clothing company is putting its money where its gear is, in a dramatic protest against President Trump’s plans to drastically reduce the size of two Utah National Monuments. With this move, Bear’s Ears will be reduced by 85 percent and Grand Staircase Escalante by 50 percent. This is the largest elimination of protected land in US history.

Rather than take out the obligatory full page ad in the New York Times, Patagonia made their statement right on the home page of their website. In stark white type on a black background, the home page simply says “The President Stole Your Land.” Click thr

ough to learn more and you discover opportunities to view videos about Bears Ears, tweet your displeasure directly to Trump, or sign up for email and text updates about efforts to protect public lands.

All this is but a prelude to a truly stunning move: Patagonia is filing a lawsuit challenging the legality of President Trump’s decision. While this just is one of a flurry of lawsuits contesting the government’s decision, it’s hard not to admire Patagonia’s boldness, regardless of where you stand on the politics of public land use.

Read more articles by Adele Cehrs click here: https://www.inc.com/adele-cehrs/the-1-thing-you-need-to-know-about-taking-on-white-house-lessons-from-patagonias-gutsy-brand-stunt.html?cid=search

The No-Cost Marketing Technique that Can Put Your Brand in the Spotlight

When the lights go out in Vegas, it’s big news–especially if the outage happens during the annual Consumer Electronics Show, with more than 180,000 attendees showcasing gadgets galore. Not the kind of event you can present unplugged, but for a smart entrepreneur, this kind of mishap is a great opportunity for a newsjacking.

Newsjacking is the art of injecting your ideas into a breaking news story to generate media coverage, get sales leads, and grow your business. Pioneered–and named–by author and online strategist David Meerman Scott, the practice is now so popular that it recently made the Oxford Dictionary.

Marketers attending the Electronics Show took a page from Scott’s book, Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage. They responded to the blackout with instant social media strategies that should inspire you to think fast–and act even faster.

“It’s exciting to me personally that so many marketers are quick off the mark when there is an opportunity for newsjacking like this,”  says Scott. But while the practice has taken hold, he feels many marketers are still too timid. “People think of Oreo’s You Can Dunk in the Dark Tweet that went viral when the Super Bowl’s lights went out,” says Scott. That example, Scott believes, is limiting because you’ve got a captive audience: Everyone is watching the Super Bowl.

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