Passion for Creative

Top Ten Qualities of Leaders

2011-02-09T01:05:00.000-08:00

I came across this top ten qualities of great leaders by Martin Haworth and thought it was worth sharing. It is worth noting that these qualities and characteristics are primarily attitudinal, demonstrating clearly that the right attitude can bring success.

Great leaders:

1. Are visionary
2. Communciate really well
3. Are 'people' people
4. Let go of the doing
5. Understand their business
6. Lead by example
7. Build rapport quickly
8. Have charisma
9. Are very determined
10. Are passionate

So, do you have the qualities of a great leader?

Interesting Stats from 2010

2011-01-17T07:13:00.000-08:00

Interesting stats from 2010 courtesy of Ron Immink of Pingdom

Examples include that there were 107 trillion emails sent, there are 1.88billion email users worldwide and there are 2 billion videos watched on You Tube every day!!

http://royal.pingdom.com/

Notworking !

2011-01-11T09:25:00.000-08:00

We're big advocates of networking here at Passion, we are always out and about pressing the flesh and meeting our peers, prospects, partners and clients. We came across this blog post today and decided to share it. Its a very interesting take on networking. Enjoy!

http://www.computerarts.co.uk/in_depth/features/master_the_art_of_mingling

New Year's Resolutions

2011-01-05T01:26:00.000-08:00

Things always seem brighter in the new year, we're all full of hope for a better more successful year and the natural thing is to make resolutions. I'd like to share some resolutions you can use for increasing your sales value in 2011:

- I will always keep my pipeline full, even when I'm busy with other projects
- I will contact and re-visit all my old clients over the year to make sure they're still happy with what I've sold them and to explore new opportunities
- I will take at least one action every single day to improve my sales, networking or personal skills
- I will manage my time effectively
- I will maintain a positive attitude and foster it in others
- I will help my customers to buy the best solution for their problems, their needs will always be put above my own

Hope there's something there that you find helpful!

Recent Work

2010-11-24T02:43:00.000-08:00

It's been a bit crazy at Passion HQ the last month or so. We've had some amazing projects to work on including the Waterford International Music Festival, the FAB Programme and loads more. Why not take a look see what we've been at and we'll be talking to you soon :-)

www.waterfordintlmusicfestival.com
www.facebook.com/fabprogramme
www.robertmullan.com
http://www.rwmtranslation.co.uk

Tiny Pocket Marketing-Back by Popular Demand

2010-10-12T04:52:00.000-07:00

Delighted to announce the return of Tiny Pocket Marketing on Thur 28th Oct from 9AM-1PM Details here

2010-09-08T05:08:00.000-07:00

“ Every morning in Africa a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning a lion wakes up. It knows it must outrun the slowest gazelle or it will starve to death. It doesn't matter whether you are a lion or a gazelle - when the sun comes up, you'd better be running. ”

Came across this quote from an unknown source today and thought it was mega-inspirational!

We Love Change

2010-09-03T08:05:00.000-07:00

A change is better than a rest or so they say, yet we as human beings tend to resist change. We like to do things the way we've always done them because it keeps us in our comfort zone. We've undergone quite a bit of change since we last posted.

First, we moved offices to the stunning surrounds of Carriganore. Big thumbs up from all the team as the building is buzzing, the location is lovely and the facilities are fantastic! The nature of our new location allows us to network with other businesses on a daily basis while offering ideal facilities for our upcoming training workshops and seminars. Change=good!

We have also moved onto facebook, we've decided to use it as another means of interacting with our customers and a platform for showcasing our work. Take a look here and if you like what you see please feel free to like the page! www.facebook.com/passionforcreative

Lastly, we've taken a look at our own marketing efforts and have spent some time re-directing our targets. It's vital that all businesses regularly examine their marketing strategy to ensure it's still working.

All in all, we love change! It keeps things fresh, ensures you're constantly learning and adapting and last but not least it maintains a healthy level of energy !

Customer Retention

2010-07-16T01:25:00.001-07:00

Love this blog post, it's a nice snapshot of how you can maximise your current customer base

http://blogs.bnet.com/smb/?p=1372&tag=nl.e713

Tiny Pocket Marketing

2010-07-02T09:59:00.000-07:00

We recently (Wed) held the first of our marketing workshop series, Tiny Pocket Marketing. We wanted to share some skills and techniques with owner-managers that would help them to stretch a small budget while building a strong business. We had great interest in the programme and were thrilled to work with a wide variety of businesses. The key to saving money on marketing is to understand your target market, your business and the benefits you offer to customers. You also need to have a strong vision of where you want to be. Once you understand these elements, you can employ a variety of free and low cost marketing techniques that will help you to market to your target.

Thanks to the success of our programme we plan on running a series of workshops starting in Sept. We'll be sharing our expertise in a variety of areas -- customer relationship management, marketing, branding, design, marketing management and strategic implementation. We will be developing our programmes for heads of marketing in large companies, owner-managers, sales and marketing staff, frontline staff, graphic designers and web designers. We're very excited about it and would love to hear any suggestions you might have for workshops.

End of the day it's all about knowing your customers, getting more of them and getting more value from the customers you have!!

Latest Work

2010-06-02T02:32:00.000-07:00

We've been busy bees lately developing strong effective online presence for a variety of clients and we've loved every minute of it!!

To see what we've done, take a look here www.passionforcreative.com/portfolio/mint.html

Making GREAT Elevator Pitches

2010-04-08T01:23:00.000-07:00

An elevator pitch should be more than a rushed summary of what you do. The invitation to describe our business in a few words can often mean we speak quickly and throw in as much information as possible! A good elevator pitch is memorable, snappy, instils excitement and acts as a conversation starter.

There's a simple formula for making great elevator pitches that I'd like to share with you today:

Step 1: Bin your old elevator pitch!

Step 2: Decide on an intriguing lead-in.

The lead-in is an opening statement that should draw the other person in. It should tell a relevant story to your prospect and it should be memorable. Make it salient by quantifying it. For example, "Small companies use our services to save an average of €300 per year on their insurance" or "Retailers take our sales training and report an average 10% increase in sales after taking the course"

Step 3: Be different!

Follow your lead-in with a strong differentiator. Make it very clear why your company stands out from the herd. Your differentiator should be credible, exciting, interesting and defendable. The best way to decide your differentiator is to make a list of what you do better/differently to the competition and choose the one (max 2) that is most important TO YOUR CUSTOMERS. Then summarise the difference in a snappy sentence.

Step 4: Turn it around

The next step is to figure out if the prospect might be interested and to get more information on their needs. Just ask a simple open-ended question like "How do you manage your insurance/accounts/marketing/etc at the moment?" or "How important is this area to your business?" or "What results are you getting in this area?"

Step 5: The call to action

Once you've established the prospect's needs (and assuming they have a need for your product/services) use that moment to ask for a meeting.

Step 6: Practice makes permanent

Practise your elevator pitch until it sounds completely natural. Remember you may be using it with an individual or a group so make sure it works for both!

We are the Champions!

2010-03-15T09:32:00.000-07:00

Major celebrations in Passion today. We won Marketing Service Provider of the Year in MII South East Marketing awards. We're very happy! Watch this space for a very special celebratory treat ... coming soon!

Building Referrals

2010-02-24T01:44:00.000-08:00

There is no doubt that referrals are a cost-effective and credible way to develop your business. There's a few things that you can do to ensure you're maximising your referral opportunities.

Firstly (please forgive me if I'm stating the obvious) you need to provide a great service so that your clients feel comfortable referring you. You should anticipate your client's needs and be proactive in providing your product/service. You should also do little things outside what's expected. For example, if you see an article or idea that might be of interest to your client send it on. Don't wait until you're getting your next order to think of your clients, try to see ways to help them all the time.

Next, you need to be brave enough to ask for referrals. If you are providing a great service you should have no hesitation in asking for referrals. Seize that moment when the client is happy with your work to ask for it. You should also try to make friends with your clients, socialise with them, meet them for a coffee, attend networking events with them, listen to them, take an interest. You'll never be able to anticipate your customers' needs if you don't understand them, to really understand them you need to get to know them.

Lastly, pass referrals your customers' way, to quote the BNI philosophy you need to 'give to gain'.

Strategic Planning

2010-01-25T04:36:00.000-08:00

January is a time when we start things-we start a weight loss plan, we kick off an exercise regime, we change our cars, etc. We also take time to take stock of the year past and to plan for the year ahead. This is even more important when it comes to business. Every business should have an annual plan as well as a long-term strategic plan.

As the ancient Chinese proverb says "vision without action is a dream, action without vision is a nightmare". Bearing this in mind, there are certain measures you can take to ensure that your planning is focused, action-oriented and worthwhile.

Firstly, the location of your planning meeting can impact on the quality of your planning, ideally you should try to have your meeting away from the distractions and disruptions of your workplace. Representatives from all areas of your business should be included in this meeting as everyone's input is important.

Prior to the meeting you should assess and analyse the marketplace, identifying any trends, industry developments, competitor activity and economic forecasts that will impact on your business. You should summarise these factors and their implications and share the information with your planning team to ensure your planning is responsive to market conditions.

Use SWOT (Strengths, Weaknesses, Opportunities, Threats) to clarify your position. Then you can start to set objectives for the year. Once you've set your business objectives, you are ready to start your action plan. Your action plan is a summary of key tasks/actions that need to be completed in order to achieve your overall objectives. The action plan should be timed and assigned to thsoe responsible.

Finally, you should set your evaluation criteria and plan for regular review of your progress. This step is hugely important.

My last word on this is to be sure to keep an open mind when planning. Allow for innovation and new ways of doing things, this means being open to new ideas from everyone - don't dismiss anything as impractical until you've tried it and measured the results. You might be surprised how much acceleration innovation can add to your planning-you might just get where you want to go sooner.

Passion on the Radio

2010-01-19T03:15:00.000-08:00

Tune into Mediascope on Dublin City FM at 1.30 every Tuesday between now and 16th March to hear our top tips for 2010. Today Jill gives an insightful interview.

Listen live here: http://dublincityfm.ie/programmes/special-interest/mediascope/

New website

2010-01-14T04:23:00.001-08:00

Our shiny new website is live! Take a look here www.passionforcreative.com

We're so excited to have this up and running-we've upgraded our look, feel and functionality to a whole new level. Major kudos to resident web genius and all round superstar of design Steve.

No time like January for a change !

Happy New Year

2010-01-07T02:14:00.000-08:00

Happy new year! Isn't this cold fresh weather like a breath of fresh air?

We spent some of the silly season thinking about how to make 2010 a success and we came up with the idea of our very own top 10 - a series of top 10 business tips for 2010.

We pooled our knowledge gained over years in business to create a free e-book filled with proven tips and advice. It's our way of saying thank you for your ongoing support and giving you some ideas for the year ahead.

http://issuu.com/passion_for_creative/docs/top_tips_2010

Here's to a successful 2010 !

Guerilla Marketing-What's all the fuss about?

2009-11-03T07:36:00.000-08:00

We often come across the question 'How do I do this guerilla marketing that I hear so much about?' and the answer often surprises people...because many businesses do conduct guerilla marketing, they just don't give it that title!

Guerilla Marketing is unconventional or non-traditional marketing used to get maximum results from minimal resources. Simply put, it is creative marketing on a shoestring. The only resources that you need to conduct guerilla marketing are imagination, time and energy.

I'm going to outline a few proven ideas that you could use as guerilla marketing tactics. Some are wacky, some are going to make you say "I do that already!" and some are plain common sense. The main message here is to get your name out there.

The key is to catch people off guard and get them talking.

1. Personalise Referrals

If you're passing on a referral / business card put your name on the back, that way it will be remembered that you made the referral plus you'll be associated with any positive outcomes.

2. Plant business cards

You'd be surprised how many (complementary or non-competitive) businesses will allow you to leave business cards for their clients to pick up. You can also plant cards in business books in the library in your specialist area or in information leaflets relevant to customers who might need your help or in hotel information books or doctor's waiting rooms or inflight magazines. Just use your imagination!

3. Write an e-book

Just about everyone in business could produce a book or at least a short guide in their expert area. Produce it as an e-book and make it freely available. This does two things- a) sets you up as an expert and b) gives people a useful resource that they will refer to and talk about.

4. The Airport Chauffeur

Dress up (or have a staff member) dress up as a chauffeur and wait at airport arrivals holding up a sign with your website/business details on it.

5. Event Sponsorship

Event sponsorship is a great way to get your name out there and have it associated with something bigger than you or your company. Another idea is to sponsor a lesser known band/theatre group to hold an event; you can help someone out and get a return through helping to promote an underfunded project in exchange for sole sponsorship rights.

6. Get Out and About

Have someone walk around with your business name emblazoned on their t-shirt/jacket. Or you could give away T-Shirts/Umbrellas/Jackets with a clever slogan on. You can be sure people will end up talking about it and where it came from.

7. Temporary Tattoos

Have a temporary tattoo of your logo/tagline/campaign message/website done in a prominent place (your neck, forearm, hand, face-you decide) when attending a networking event or trade fair. It will definitely get people talking!

Working at Networking

2009-11-03T07:29:00.000-08:00

We find that networking can be like marmite, people love it or they hate it! Either way, it is one of the most cost-effective ways of getting your name and your face known in the business community.

We're often asked if there are any secret tips to successful networking, the quick answer is that it's all about having good conversations, the longer answer below outlines some tips for making networking work for you.

It's not what you know but who you know that makes the difference.

Remember! It's about building relationships.

Be real and honest in your approach. It may sound like a cliche but be yourself.

Know what you want to get from it

Set yourself objectives before you attend the networking event. That could be to meet x amount of new people, to talk to particular people from a certain industry, to get a meeting, to learn more about somebody's business, the list goes on. The point is to have a plan because if you don' know what you're aiming at, you're at nothing.

Target

It is helpful to talk to competitors and people in your own industry, it's also helpful to attend events in target industries and to mix with people in complementary industries. Be selective and target events that can give you a return.

Get involved

Giving some of your time to a group can be both rewarding and beneficial to your business. It can help to raise your profile and to ensure you get a chance to contribute to the direction of the network.

Speak Up

Don't be afraid to contribute your opinion or advice. People will appreciate it and will remember you as the person who knows about your area, whatever that may be.

Have an elevator pitch

You should be able to clearly and simply explain what you do, how it benefits others and why it is the right solution for the people you're talking to.

Follow through

There is no point collecting business cards and leaving them to gather dust on your shelf. Follow up all contacts, remember it is about building relationships. Likewise if you're given a referral use it and be sure to thank the person who referred you.

Make the most of promising conversations

It is not realistic to expect to follow every networking contact with a meeting, but promising conversations should be followed at the very least by a chat over coffee.

A Word on Branding

2009-11-03T07:23:00.000-08:00

A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time researching, defining and building your brand. After all, your brand is the source of your promise to your customer. Your brand is the cornerstone of your marketing activity and you cannot afford to forget this!

There are a few guidelines you can follow to build a strong brand including:

Capture Your Essence; a strong brand clearly tells a story about who it is, what it values and where it fits in your customer's life. You must understand your brand's essence so that you can communicate it.

Work at It; a strong brand is not a silent logo! Take action every day to strengthen and build your brand-brand building activity should be built into your daily schedule.

Be consistent; an inconsistent brand makes no sense. To anybody. Your brand needs to be consistent, from your website to your logo, from your advertising to your premises, from your staff to your packaging, your brand should look and feel the same. A brand's success is built on trust, confusion does not build trust. For example, if your brand is about exclusivity you will do yourself no favours stocking your wares in discount stores.

Deliver on Your Promise; whatever your brand promise, make sure that you deliver. No excuses, no exceptions.

Look forward; your brand should evolve with your customer, technology, the market and your business. You should do regular checks to ensure your brand is meeting customer needs and staying fresh. Your brand, like your business, needs to evolve and adapt. Watch for trends and changes.

Measure to Manage; you can't manage what you don't measure. Review your brand activity regularly to ensure that it is effective.

Making Direct Mail Work

2009-11-03T07:16:00.001-08:00

Poeple often question the effectiveness of direct mail, yet it can be a very effective form of marketing. In-fact, direct mail is one of the most cost-effective and impactful forms of marketing communication in existence.

Many people enjoy receiving relevant offers in the post. Recent research from Amarach and An Post demonstrates that when direct mail is relevant it triggers purchase in one in six consumers and furthermore, it is viewed by most recipients as useful.

The very first thing that you need to do is split your target audience into types:
1. Cold- Customers with whom you have never done business

2. Dormant-Customers with whom you have not done business in more than 3 years

3. Lapsed-Customers with whom you have not done business in 18-36 months

4. Active- Customers with whom you have done business in the last 18 months.

Each customer type will require a different style, tone and approach in your mailing.

The golden rules to a successful direct mail campaign are:

1. Your mailing must be relevant. If a mailing is not relevant it is viewed as junk mail and binned. This is annoying for your prospect and extremely wasteful for you-that's your money going in the bin! Therefore, it is absolutely imperative that you plan your campaign carefully, targeting your customer's needs and wants, using information on previous buying behaviour and taking note of current market/customer trends

2. Your mailing must be personal. Make your prospect feel special, use their name, refer to their needs, talk about what you can do for them. The word 'you' should feature regularly through your mailing. The less 'I' and 'we' the better-remember a mailing is telling your customer how you can make his/her life better or easier. It is not about you!

3. The package is important Getting a response to direct mail is all about catching the recipient's attention-use tailored envelopes, paper, bright colours, white space and strong imagery to capture the imagination and keep the reader's attention.

4. Keep it simple.Keep your copy simple and straightforward. Make it clear what you're offering and how it can help. Don't waffle or waste words blowing your own trumpet.

5. Make it easy. Make it easy for your prospect to take action. Ensure that your contact details are visible. If it is a promotion that you are running make the entry mechanism easy, include an entry form. If you need a response by post provide a stamped, addressed envelope.

6. Include an incentive. Make your offer irresistable with an incentive to take action. Put a timeline on your incentive to create a sense of urgency For example, 'call us before 31st December and receive a free hour's consultancy' or 'sign up to our website before 31st December and receive 10% off your next order'

7. Include a call to action. Your mailing should always include a call to action, be that an invitation to attend an open day or a phone number to call for further information, make it clear what you want your prospect to do.

8. Testimonials are evidence. Demonstrate to your customers that you have helped 'people like them' before with relevant testimonials.

9. Use a PS The 'PS' is often the most frequently read part of a letter so use this to your advantage. Make sure your PS is enticing

10. Test your mailing. You do not know if your mailing will work until you test it. While you may feel that you've written a winning letter your customers may not agree. Save time, effort and money by testing your mailings on a small sample group first. If the response is favourable implement your campaign, if not it's back to the drawing board. (Best find out before you send out 1,000 mailers)

11. Follow through. Don't leave your campaign at a loose end! Follow up your letters with calls to seal the deal!

Effective Telesales Techniques

2009-11-03T07:08:00.000-08:00

The phone can be an object of fear for many businesses. Our clients often tell us that they don't know where to start when it comes to telesales. Infact the word 'telesales' can send a shiver up the spine of the most seasoned business owner!

However, regardless of the size of your business or nature of your product or service, you need to be able to use the telephone as a sales tool. Whether it is a one-off call to get an appointment or a daily occurrence to drive your core sales efforts, everyone in business will at some point use the phone as a sales tool.

The following are some proven tips that will help you to make effective sales calls.

Easy Steps to Effective Telesales

Telesales is a process, there are proven techniques you can use to ensure that you make that sale over the phone. Bear in mind that you are wholly dependent on tone and language, which you must keep upbeat and positive. When you pick up the phone to call a prospect smile-they'll hear it in your voice!

Preparation, Preparation, Preparation

Always know what you want to achieve from the call-ask yourself 'what do I want them to do as a result of this call?' Allow for contingency, if you cannot achieve your primary objective, what would be a reasonable result? For example if your primary goal is to get an appointment, a secondary objective could be to get permission to send information and call again. Prepare questions for your call using your call objective. Ask yourself, "How can I persuade them to take this action as a result of asking questions, as opposed to talking?" Gather as much information about the company as possible before you call-know why it is a great idea to do business with you.

Pave the Way

Try not to make cold calls, approach with a letter and/or email beforehand to inform the buyer you're calling, you have a much better chance of talking to someone if they know why you're calling

Managing Gatekeepers

A gatekeeper is the PA/receptionist/assistant who screens calls that get through to your prospect. Treat these people as your customer-they have the power to help or hinder you. Ask them relevant questions-they can be an invaluable source of information and support.

Leaving Messages

If you have to leave a message with a gatekeeper or on voicemail make it sound like you have something fantastic to offer. "This is Margaret Durand from Passion and I am calling to tell you about X, Y, Z" is about as enticing as an invitation to walk barefoot through glass. It's clear I'm looking for something and there is little indication as what is in it for THE CUSTOMER. Think like the customer and leave a voicemail that will act as a hook to get them interested. Try to create excitment with messages such as "if you are interested in increasing your staff productivity, I have a great idea that you might be interested in" or "we came across something today and immediately thought of how it could help you, give us a call if you think you might be interested"

Opening the Call

Never ever launch into a sales pitch immediately over the phone, your prospect will switch off and will immediately be planning their escape, thinking of ways to make you shut up and go away! There are two things that you can do to avoid this: 1. You must answer, "What's in it for me?" for the listener, or they will immediately begin the getting-rid-of-you process. 2. You should make the customer feel special, you're not calling a group of people, you're calling them specifically because you have something they'll love

Effective Questioning

Get information before you give it. Don't rush into what you're offering. Ask one question at a time. After asking, be quiet. Resist the urge to jump in if they don't answer immediately. Don't be intimidated by silence. They're likely thinking about what they're going to say. After they've finished, count to two (silently, of course). This ensures they're done, plus they might continue with even better information.Always know where you'll go with answers regardless of the answer. Follow up their answers with related questions. Too often people work from a rigid list of questions, losing the opportunity to pick up on prospect statements which are just the tip of the iceberg of their real feelings. Keep asking questions until you're able to craft a customer-centred description of benefits, tailored precisely to what they're interested in.

The Sales Bit

Get feedback during your discussion of benefits: "Do you feel that would work for you?" "If we were to do X would that help you?" etc. Avoid the question, "Anything else?" when attempting to upsell. Instead, give them a suggestion, and help them answer. For example, after they agree to buy a product say, "Many of our customers who use X, also use Y" Closing is not the major event in a sales call. It's the natural, logical, validation of the professional sales process up to this point. But you still must ask. Commitment must be gained on every contact in order to move the process forward. If there is to be a follow-up contact, and information is to be sent or emailed, there must be commitment on behalf of the prospect regarding that material. When in doubt, ask. Ask for a decision! Get some movement. A "no" today is better than one six months and 15 more calls from now. Move them forward, or move on.

Staying Motivated

Anyone who has ever worked in telesales will tell you that you need to learn to love the word "no". Infact, statistics tell us you'll make 10 calls before you make a sale. This is why it is absolutely imperative that you keep your spirits up and motivation levels at full throttle. The following are some tips for self motivation:
-Remember, a decision of any type is better than shadow-chasing someone who will waste your time.
-Don't personalise a refusal.
-Celebrate your achievements-even if it's something as simple as playing your favourite song when you make a sale-do it!

Placing Press Releases

2009-11-03T06:59:00.000-08:00

Last time we spoke about writing the press release, now that you have it written how do you go about getting it placed in the press?

The first step is to get to know the media. Treat the media as you do your customers----as a valuable asset to your business. Introduce yourself, build a relationship and keep in touch. Include the media in special offers, mailings, events, etc. Find out how your media contacts prefer to be contacted. Pick up the phone or drop an email to let your contact know that you are sending in the release. Always include a brief cover note explaining what the release is about and why their readers will be interested. Essentially, treat the media as you do your customers, with respect and attention to their needs.

Use a strong photo- People buy people so make sure that you always include a good photo. A good photo is people-centred, be that of a local dignitary at your official launch or a smiling child having fun at your store or a staff member receiving an award. The wackier the photo the more likely it is to be used and seen.

Make yourself available. Include your contact details and be available to answer questions if the media need clarification or further information about your news.

Remember, the early bird catches the worm! Get your press release into the press well ahead of the deadline.

Finally, leverage its full potential. Send your press release to local radio stations as well as the press. If the story is newsworthy enough you may get the opportunity to broaden the reach of your message through radio coverage.

Writing a Compelling Press Release

2009-11-03T06:32:00.000-08:00

Writing is an art, some people have been gifted with the ability to create magic with words, some people are not so fortunate! A press release is a very distinct form of writing; it requires planning, thought and careful execution.

The following are some groundrules for writing press releases:

The first question you need to ask yourself is "Is your news newsworthy?"

A newsworthy story is current, relevant and demonstrates a contribution. Think about the audience and why they might like to hear your news, if it is really news you'll think of plenty! For example, if you've taken on new staff this is good news as it shows that your business is growing and you are creating employment.

A good press release answers all the 'W' questions Who, what, where, when and why. Provide the reader with useful information about your business, product, service or event.
Start strong.

Your headline and first paragraph should tell the story. The rest of your press release should provide the detail. You have a matter of seconds to grab your readers' attention so your opening needs to capture the reader's attention. Play on words, alliteration and active verbs can all be powerful tools for headlines.
Stick to the facts.

Tell the truth. Avoid fluff, embellishments and exaggerations. By all means use positive and exciting descriptions but be sure that you can stand over what you've written because you will harm your credibility if you do not live up to your own hype
Pick an angle.

Try to make your press release timely. Tie your news to current events or social issues if possible. Make sure that your story has a good news hook.
Use proper grammar and punctuation.

Proof read and proof read your release again, ensure that your grammar and punctuation is correct. Do not overuse punctuation such as !!!!! or ????? You can however use punctuation to emphasise a point. Eg: "Passion are all about people. The company ethos...." has more impact than "Passion are all about people, the company ethos..."
Use active, not passive, voice.

Verbs in the active voice bring your press release to life. Do not be afraid to use strong verbs.
Make each word count.

Use only enough words to tell your story. Avoid using unnecessary adjectives, flowery language, or redundant expressions. If you can tell your story with fewer words, do it. Wordiness distracts from your story. Keep it concise.
Beware of jargon.

Jargon only makes sense in your own industry so avoid it if at all possible. REMEMBER YOUR AUDIENCE
Ending.

Your press release should end with a short paragraph (company boilerplate) that describes your company, products and service.
Read and re-read your release.

Always ask someone to proof read the release. That person is your sanity check. A good acid test is to have someone look at the release for 30 seconds, take it back and see if they can tell you what it was about.
Remember the photo is king!

A picture speaks a thousand words, ensure that you use a good photo with your news release. The more quirky the better!

Making a Press Ad Great

2009-11-03T06:21:00.000-08:00

We're often asked what makes a great press ad. It's a good question, the short answer is that there are no rules in advertising and a good ad makes its own rules. A great ad stands out, is memorable and encourages action.

How do we achieve this? Well, there are some guidelines you can follow:

A great ad is not an island! Your advertising campaign should be carefully planned, with due consideration of your overall strategy. Your ad should answer the question 'what results do we want from this campaign?'

Ringing a bell or offering a reward will catch the eye! Strong visuals, effective use of white space, clever copy and placing your ad where your target customers are most likely to see it all help an ad to stand out. You should answer the reader's questions for them, talk to them through relevant information and details. A good ad tells you something interesting that prompts you to read on.

Buying decisions are often led by the right brain, which is where we process emotions. A good ad will evoke the reader's emotions and create desire.

Your ad should tell the reader what to do next, whether that's to check your website, call into your store or phone your office. Your call to action should be compelling and should offer an incentive to take action. E.g. Call us today and save time, money and hassle

Finally, and most importantly, a good ad needs to be held accountable, constantly tested and measured. A trully great ad will clearly communicate its value through measured results-you can only manage what you measure!

What makes a good website?

2009-10-02T09:14:00.000-07:00

Our clients often ask us what makes a good website so this post will highlight some of the key points that you need to know when designing a website.

A website is available 24/7 to anyone in the market for your services or wishing to
learn more about your company. In this day and age, if you're in business you need a website, it's as simple as that.

A good website.......

Is a shop window to your business, displaying your product/service in an appealing way that will encourage customers to buy-essentially your website is online merchandising and should be built to showcase your product/service. It should be easy to find-this is where search engine optimisation and tools like google adwords are important For example, if you are a furniture removal company based in Waterford your site should come up when a person types in furniture removal, house move, removal, furniture, Waterford, etc

Like in life, first impressions count-your homepage needs to generate enough interest in your product/service for your customers to want to find out more. You have about 10 seconds from when someone clicks on your site for them to decide whether to stay or go-make it so they want to see more! Essentially this means that your site should excite your customers, draw them closer and then tell them more. Drip feed information, don't bombard your customers!

It's absolutely imperative that your site is easy to get around- people should be able to access the information they need easily and quickly. The information should be useful and relevant to users - know your customer and tailor your content to what they need, provide answers to frequently asked questions, recommend information they might find helpful, etc.

Talk to people as you would if they were standing in front of you, your content should be easy to read, using plain English and avoiding jargon. Make it easy to understand.
Finally, a good website will show you how many customers came to your site and how they found you-this is where tracking comes in and without it you're pretty much playing a guessing game- you can't manage what you don't measure.

The key message is that a good website is EASY for a customer to find, navigate, read and use.

We need good news and quick

2009-02-23T09:32:00.000-08:00

Everyone I talk to is having major problems with the constant bombardment of depressing news. How are business people expected to get up in the morning and keep this economy going.
Like so many people we are now turning off the news and not buying papers. If we all do the same then hopefully they will get the message and give us a balance view of what is really going on.

We are lucky we do get to meet a lot of businesses who are keeping positive and we pass on the positive news. I suggest we all do the same.

Get All Your Ducks in A Row

2009-02-11T03:06:00.000-08:00

We recently published a book:

"How to be Successful in Business… Get All your Ducks in a Row".

This book explains the benefits of branding, marketing, innovation and a multi channelled approach. You can download a copy of the eBook version of it here: www.getallyourducksinarow.com