January 2005
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January 2005 |
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But here’s a resolution that is easier to keep, because it is the beginning of a brushfire that can’t help but spread. It is a ball rolling down hill picking up speed as it goes. Let’s resolve to become a big fish in our own pond. Let’s become better promoters of our own work. Let’s commit to finding that unique “hook” and pushing it for all it’s worth. So many of the clients that I work with are incredibly talented, but the marketplace is largely unaware of their unique gifts. In most cases they simply have failed to adequately differentiate themselves in a highly competitive industry. It is said, with both speakers and authors, that content is 10% of the equation, with marketing making up the other 90%. I understand the point being made, but I disagree emphatically. Just as they say that love isn’t divisible (you love all your children 100%) I believe content, presentation and market awareness each deserve 100% of your attention. It is a three-legged stool that, together, ensure your success. The success of all three components are all directly affected by the primary differentiator – the hook. In this issue, I challenge you to find that hook and cast it far and wide. Let’s make this a pivotal year in your career. Let’s break out beyond what you’ve ever accomplished to date and make it the year that you truly break out. If I can be of assistance in helping you to ferret-out what is truly differentiated and newsworthy in your approach, please don’t hesitate to contact me. Here’s to a happy, healthy and successful New Year! -David
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So here’s a secret, that’s not so secret: The way to get on Oprah is to be so good at what you do; so differentiated from your competitors; so well identified as an expert in your unique category; and so well-established on the national level that Oprah FINDS YOU! Many professionals spend so much time wondering “How do I get the word out about my expertise, business or product, that they fail to ask the simple question: “Am I truly newsworthy?” What unique category have you created for yourself? What is your unique “mind-share?” John Gray didn’t tell the world that men and women approach relationships in a different way. We already knew that. John Gray said that Men are from Mars and Women are from Venus. That’s his concept. He owns it. When someone says “Amazon,” you think of books. When they speak of the Tour De France you think of Lance Armstrong. When they say “that Subway guy,” you think of Jarrod. What are you known for? What do you “own” in the public’s mind? What is your unique twist, or approach to solving some problem that people readily identify with you? Remember, you have to own it before you promote it, or your customers won’t remember you. I worked recently with a remarkable young man named Mike Domitrz (pronounced Domish). Some years back, Mike’s sister was tragically raped while Mike was away at college and it changed both of their lives forever. Mike now travels the country speaking on college campuses with an entertaining and thought-provoking program entitled: “Can I Kiss You?” His goal is to get people to look at dating differently and to obtain verbal consent before making physical contact. For the past year or two he has been known as the “Can I Kiss You?” guy. After attending one of my workshops at the National Speakers Association conference in Portland, Mike flew out to spend a Visibility Coaching day with me. To make a long story short, he began the day as the “Can I Kiss You?” guy. By the end of the day he was the Executive Director of the Date Safe Project. Their slogan – “Request Consent. Demand Respect.” His personal crusade can now be presented as a true national movement. Under the auspices of this “new” organization, Mike Domitrz can issue powerful reports and survey results to the news-media with a new-found credibility. After speaking at a college or university, Mike can work with interested students to form a local chapter of the Date Safe Project. Chapter leaders can go to his website and download an agenda for each months meeting, and buy products and other items to further assist them. (www.thedatesafeproject.org) By just tweaking his approach, his moniker and external presentation of the same core subject, he has taken his image from that of a lone crusader to the leader of a national movement. This brush fire has begun to spread. More importantly, his cause is now far more newsworthy and infinitely easier to pitch to the national press. So here’s your challenge: Craft an approach to your business that bears little resemblance to your competition. Devise and distinguish a mantra that is uniquely yours. Create a moniker that is descriptive, evocative, profound and unique. Then live up to it. You’ll be amazed how much more effective your publicity campaign can be when you become truly news-worthy.
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The Visibility Coach says: When you read business books, you not only know what you know, now you know what they know, and that knowledge gives you power! |
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Here’s what clients are saying about the Visibility Coach:
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David Avrin is known internationally as the Visibility Coach. Through entertaining Keynote Presentations, informative Breakout Sessions and one-on-one coaching, David Avrin helps professionals differentiate themselves in the competitive marketplace – becoming more newsworthy. Visit him at www.visibilitycoach.com Interested in learning more about the Visibility Coach? Click here! Interested in having David Avrin, The Visibility Coach,
For more information on a full day private coaching session
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In
Start the year off right by booking a day with David Avrin, The Visibility Coach. New clients who book a day during the months of January or February will receive a 30% discount of the regular full-day rate. Spend the entire day on your unique challenges and opportunities and leave with a new sense of purpose and direction. 