I’ve always had an affinity for rule breakers. Call them mavericks or misfits, people who obey the rules selectively, push boundaries where they can get away with it, and have the self confidence to chart their own course, deserve credit for oftentimes shaking up an industry for the better. Among others playing it safe, they’re the disruptors. Regular readers will know I … [Read more...]
Disruptive creativity: tourism campaigns with emotional vision
When I was in my final year of high school, I was hospitalized for a week with the sight in one eye threatened after an exercise band broke and impacted my eye, causing an internal bleed. I spent the entire time immobilized in bed with both eyes covered to limit movement while the doctors hoped the bleed would drain on its own and my sight would return. Fortunately it did, but … [Read more...]
How to create talk triggers that make your business memorable
A talk trigger is something about your business that is remarkable, repeatable, relevant and really simple. Whether strategic in nature or discovered through customers posting and talking online, talk triggers can vault you into a distinct category of your own, where competitors can’t touch you, and you spend far less on paid advertising then them. Sounds like a pretty good … [Read more...]
5 Steps to gaining authority through embedded media
Embedded media is where you publish or broadcast as an author using the reach of an established platform. To the reader, you appear to be contracted by the organization to provide content either regularly as a columnist, or on occasion as a contributor. You could also be a regular commentator on a radio or TV broadcast, or you might be contacted on occasion to comment as an … [Read more...]
Your killer media pitch
This week I promised to follow up on the “marketing with media” theme, and offer a template for your killer media pitch. If you want to review last weeks post on writing effective subject lines to get editors attention (frankly the key to ensuring your pitch actually gets opened) you can link to it HERE. Your killer pitch Hello _____ (insert producer/reporter name here) I … [Read more...]
