Lots of people quote the old bromide, “All PR is good PR” but few people actually live it. Recently I had a friend tell me that not only did he believe this saying but he wanted to promote his brand on radio and TV as I’ve done. So after arranging some media training and making some phone calls to various network honcho friends, I was finally able to get my buddy on a few radio interviews.
At first he was terrified, then merely anxious, and now he’s done enough interviews that he’s getting a little lackadaisical about the whole thing. His visits to local studios have become so routine that he’s taken to calling the stations he’s been on by the call letters WNEL (W No one Ever Listens).
Yesterday he sent me this email about all the good PR he’s getting: “I will be on-air again tomorrow but no one cares. Think about the result of throwing a pebble in a raging river. Think about WNEL with even fewer listeners. Think about the proverbial tree falling in the empty forest and the effect it has on the planet Earth. I could go on but I would only depress myself further. Why do I bother to do this anymore?”
Isn’t it funny how quickly my friend’s viewpoint changed? When he first got on air he was almost shaking with excitement and nervousness and now his once-coveted appearances have become a dreaded drudgery and odious obligation.
Of course I have a little of experience here and can empathize a bit. Sometimes supposedly good PR appearances can feel like you’re just screaming into a chasm. Sometimes the echo of your own voice is the only thing you hear through your little headphones at the exact moment when you’re hungry to hear the cheering accolades of millions of adoring fans.
Sometimes being in the wrong place at the wrong time allows you to get all the kinks worked out so you’ll be ready for the good PR when you get to be in the right place at the right time. Sometimes that little extra bit of practice, screaming into the chasm as it were, shows you what to do — and more importantly NOT do — when your big break finally comes along.
Although those big breaks do seem to happen to others with alarming ease and frequency – think Justin Bieber being discovered on YouTube or Ava Gardner being discovered when her photo was spotted at a portrait studio – they are certainly anomalies. Most people who make it big become overnight successes only after 20 years of hard work and nose to the grindstone stick-to-it-ness.
Which is exactly what my friend is doing with his day in and day out appearances on WNEL, honing his skills while he gets the experience he needs to be ready for his big shot at good PR whenever it happens to appear. His on-air goal should not to reach a lot of people yet but to be prepared to paraphrase Norma in Sunset Boulevard and vamp, “All right, Mr. DeMille, I’m ready for my close-up” when his big opportunity finally shows its beautiful face.
My father used to remind me “when opportunity knocks you can’t say ‘come back later.’” Instead you have to use the downtime before your big chance, the calm before the storm, to make sure you’re as ready for your opportunity as you can be. Because sometimes opportunity knocks early, sometimes it knocks later, and maybe sometimes it doesn’t knock no matter how hard you prepare for it. But to have opportunity come knocking when you’re not yet ready to answer the door would be the most frustrating of all.
Victoria’s Secret UK showed a lineup of beautiful young women wearing their lingerie under the headline “The Perfect Body” and generated over 26,000 angry signatures. Protesters complained that the campaign “offensive and damaging to women.” The uproar was not enough to get Victoria’s Secret to apologize or scuttle the campaign but they did reissue the same ad with a new headline that read, “A Body For Every Body.”
Apparently Victoria’s Secret wants its naysayers to know that they were heard and the company responded appropriately. But in their rush to do as little as possible, Victoria’s Secret used the same picture and they continue to use similar pictures in all of their advertising and marketing. It’s ironic that Victoria’s Secret imposed their new headline, “A Body for Every Body” over a picture that only shows one type of body.
What I don’t understand is why the line The Perfect Body is damaging enough for people to protest but the Victoria’s Secret picture of 10 tall, thin, young, busty, beautiful women with long straight hair in their underwear is not. After all, if the problem with the headline is that it suggests that all women need to conform to a particular body type to be perfect and beautiful, then why doesn’t the photo cause the same uproar?
The bigger question is really who is the Victoria’s Secret advertising created to appeal to in the first place?
For years, advertising for men’s clothing was created to appeal to women because the reigning wisdom was that women bought 80% of men’s clothes for their husbands, sons, boyfriends, etc. While this purchase percentage has changed somewhat in the last few years, it’s still a fairly universal belief that women buy, or are responsible for motivating the purchase of, most menswear.
But women’s wear is different. Not only don’t men buy very much of it for the women in their lives (not even sexy lingerie) to begin with, but most women don’t even dress for men; instead they dress for themselves and for other women.
Of course this practice is not solely limited to female shoppers. Regardless of whether Tommy Bahama men’s clothes are bought by men or women, it’s interesting to note that Andy Lucchesi, the model used in the ads for the past decade, can’t be much more than 40 but sports the hair color of someone almost half again as old. Tommy Bahama’s message, like the Victoria’s Secret message, is simple: You are younger, better looking, and in better shape than your age (or actual condition) would suggest and wearing our clothes will only enhance that feeling.
By the way, it’s not only clothing that uses this aspirational strategy. Few sports cars ever go faster than 70 MPH — but they could.
Few four-wheel drive sport utility vehicles ever go off road or actually do anything that an old-fashioned station wagon couldn’t do just as well – but they could.
Our Olympics-quality running shoes don’t help us run any faster, our state-of-the-art laptops don’t make our prose any more profound, our ceramic chef’s knives don’t cut our frozen pizzas any straighter, our Eric Clapton limited-edition vintage Fender Stratocaster electric guitar doesn’t make our blues riffs any deeper. But they could.
Instead, consumers use their purchases to confirm the aspirational dreams we all have.
The products – underwear, Hawaiian shirts, SUVs, whatever – don’t make us any better. But they could.Published on November 17th, 2014
My buddy’s name was misspelled on the invitations. His talk was scheduled in a room that wasn’t shown on the map. And his headshot wasn’t included in the program with the other speakers.
Needless to say, my friend was angry. He shot off a nasty email to the organizers and threatened to pull out of the event all together. But before he did anything rash my friend asked a brain trust of his friends for their opinion. When cooler heads gave the opportunity a once-over, everyone realized that pulling out of the event was not his best strategy.
Here’s some of the good advice from the email thread my friend received. I think you’ll find the input pretty universally relevant:
“Unless you’re a diva I would not back out. That would only disappoint the people who want to see you. This kind of crap is all part of the game, like bad PA systems, broken projectors, bad lighting, etc. We’re pros, so we find ways to make each opportunity work.”
“Hey, these things happen all the time. Incorrect lighting, bad introductions, being positioned right after the “we’re firing you all after this speech, so listen good, you hear?” kind of comments, etc. Play the cards you’re dealt. Make the most of the opportunity.”
“One way you could grab the bull by the horns would be to send out notices letting your fans know where you’ll be. Have a special gift for them like a free PDF or audio download. Print up some special business cards for that event clearly indicating where you will be, how people can reach you and how they can take advantage of the offer you’ll make that day only. In other words, make the opportunity something great despite what has already happened. This will take extra effort for you but could pay off in bigger ways than if everything had gone correctly from the beginning.”
“I think you’ve confused the purpose of networking events with selling books. C’mon, you’ve already sold what, over 3 million books? So if your appearance sells 24 or 240 (or even 2,400) of your books, it is statistically irrelevant.
The reason to speak at this event is because it’s prestigious and may get you in front of the single person who makes a difference. After all, you never know where your next opportunity will come from.
As the pioneering retailer, John Wanamaker famously said: “Half my advertising is wasted. Trouble is, I don’t know which half.”
“One of the requirements for success is being in 1) the right place at the right time. To do that, however, you have to be in 2) the right place at the wrong time, 3) the wrong place at the right time, and 4) the wrong place at the wrong time.
There are no guarantees except that your presentation will result in one of the four scenarios listed above. But if you never go, you’ll never know.Published on November 10th, 2014
Many people complain about the various forces keeping them from success. But it’s becoming more and more clear that the things that hold us back from success are not external factors but our own fears, insecurities, and concerns.
As Pogo the Possum said, “We have met the enemy and he is us.”
If you spend a lot of time reading the new gurus of prosperity and productivity you’ll be confronted with a lot of advice that tells you success will come when you decide to “Be The Best,” “Be Sensational” or “Be Unique.”
I’m here to tell you you’ve been lied to. You don’t have to be the best to achieve success. Fact is, the best of the best rarely make it to the top. They’re too concerned about being great to be good.
As Sting sang, “To search for perfection is all very well, but to look for heaven is to live here in hell.” Truth is, you don’t have to be the best at what you do, you have to be the best at showing your prospects how you will make their lives better.
So what are you waiting for? Get up, get out, and show the world what you can do. And here’s the bonus: While you’re building your path to success, you’re also improving the skills you need to be successful.
As detrimental to success as trying to be the best is, it’s not the only obstacle in your path. The other myth that holds you back is the myth of uniqueness. That is, the never-ending search for a distinctive and wholly individual identity.
Everywhere you turn, people say that success requires you to be unique. “No two snowflakes are alike. No two fingerprints are similar. Be unique.” They say it with the back of the hand attitude that makes it sound simple and easy. But do you know what an exacting term uniqueness is? The dictionary defines the word as “being the only one.” So unless you place a modifier such as fairly in front of unique, the word is absolute with no room for variety or compromise. You can’t be a little unique any more than you can be a little excellent, a little perfect or a little pregnant. Unique is unconditional. You either are or you ain’t.
Think about how few successful people actually pass the strict dictionary definition of unique. We all balance on the shoulders of giants and even the most successful among us built their success on what came before.
Let me be as clear as I can — success does not require uniqueness, certainly not in the fingerprint or snowflake category. Instead, it requires that your audience can see and understand your authentic difference.
History is riddled with stories of unique characters who were ignored, shunned, and denied until some act of fate finally broke their ideas into the mainstream. Joan of Arc was burned at the stake. A penniless Van Gogh committed suicide. Jimi Hendrix died of a drug overdose. Even Steve Jobs, the businessman of the century, was fired by Apple before he made his stunning comeback. The evidence is clear that forging a unique and individual path is not the way to success or happiness.
The need to be unique is a presumptuous, egotistical myth. But it is not a key to success. Instead, create an authentic identity that tells the world NOT why you’re different but who you are. Position yourself through the eyes of your potential audience and watch how they relate to you. If your tribe feels that who you are makes them better, thinner, smarter, richer, happier or whatever, they’ll pay – and pay big – to be around you. Who’s accomplished that? Lots of people you know, including Oprah Winfrey and Ellen DeGeneres. You feel good watching them because they help you feel good about yourself.
In the end success comes down to Oscar Wilde’s great quote, “Be yourself. Everyone else is already taken.”Published on November 3rd, 2014
New mother Heidi Dobbs was busy teaching her pre-school children to read when she had a brainstorm — what’s the point of teaching kids the ABCs if it doesn’t actually help them read? Wouldn’t it be better to teach children the letters’ sounds instead? That way her kids could sing the sounds together and automatically read the word.
Example? Joey knows all his ABCs. Courtney doesn’t know her ABCs – but she knows her lettersounds. Both kids start kindergarten. The teacher asks Joey to read the word “ant.” He recites the letters “A…N…T.” The teacher asks Courtney to read the same word, and she says “aaaaa… nnnnn… ttttt — ant!”
Heidi developed her program and sent both her children and her nieces and nephews off to school already knowing how to read simple words and sentences.
Their teachers’ reactions?
Some of their teachers were thrilled. Some were nonplused. But most were surprised that kids who couldn’t identify their ABCs could actually read while the other students who knew the ABCs could not.
Despite this, none of the teachers were interested in using this system in their classrooms. After all, the ABCs and reading had been taught the same way for years. The teachers pointed out that the system wasn’t proven. It wasn’t accredited. And its inventor didn’t have “Dr.” before her name or a string of impressive initials after it. The fact that Heidi’s kids and her sister’s kids were the best readers in their classes didn’t seem to matter.
So Heidi did what so many red-blooded American inventors have done before her. She developed her system herself and offered it to exactly the people who would be most interested – the engaged and involved parents of preschool-aged children. Except instead of having to create books and games and work with printers and pay for inventory and rent storage space and pay for advertising and shipping, Heidi used Internet technology and created an app called Babyfonics Genius.
Five days after uploading her reading app to the Apple App Store, Babyfonics Genius was made available to the public and parents everywhere were given access to a whole new way of teaching their children to read.
There’s no publishing company, no middleman, no distributor, and no wholesaler. In other words, there’s no one to get between Heidi and the kids she wants to teach. Just a great new idea that’s helping parents everywhere.
FOX Business anchor Melissa Francis, herself a mother of small children, interviewed Heidi on her show Money with Melissa Francis, and parents who tuned in were immediately able to pull their phones out of their pockets and download Babyfonics Genius. But of course it didn’t stop there. Heidi repurposed the footage on YouTube and on her various social media feeds (Twitter, Facebook, LinkedIn, etc.) and gave even more parents the opportunity to learn about her innovation.
Soon more and more new students will show up at their schools knowing how to read but not knowing the names of the letters they’re reading and more and more teachers will be puzzled. At a parent-teacher night or at a PTA meeting maybe, they’ll ask a parent how come their child can already read and more folks will know about Heidi’s disruptive breakthrough. But none of it will have gone through the traditional channels.
But right now Babyfonics Genius is a disruptive little idea waiting to be discovered. Don’t say I didn’t warn you. And don’t hesitate to download it if you have little ones at home.Published on October 26th, 2014
The two guys sitting next to me on the plane disrupted my peace and quiet by chattering away like old friends. I couldn’t open up my laptop until we “reached a comfortable cruising altitude of 10,000 feet” so I was stuck listening to them even though I really didn’t want to.
Turns out the first guy was creating new video technology application and the second guy had been in the video rental and installation business for 30 years so they had a lot to talk about. Basically their conversational ping-pong went something like this:
Guy One: “We’re going to readjust the framitz on the whosie-whatser which will double our resolution. That will allow the gesungie to process twice as much data in half the time.”
Guy Two: “That’ll never work. I used to own 200 framiwitzers. We tried it every different way but it was a complete waste of time.”
Guy One: “Sure but that was because your framiwitzers were analog. Now that they’re digital we can push the compression of the schmutzer until they re-sync.”
Guy Two: “No way. Schmutzers are specifically designed to slow down the render rate. We tried to increase the compression but it never worked.”
Mercifully that was about the moment that I heard the little bell ding over the PA and was able to open my laptop and crank up some Led Zeppelin.
When I disrupted the music and pulled my headphones off a few hours later to go the bathroom the two of them were still at it. Guy One was explaining some new technological advancement he was testing and Guy Two was insisting that it he’d already tried it and that it would never work.
It finally dawned on me that Guy One was not from the video industry. Unlike his more experienced seatmate, he came to the business with fresh views and fresh ideas. He was bright-eyed and bushytailed and full of excitement about all the possibilities. On the other hand, Guy Two was an industry lifer who had seen and heard it all. He knew everything there was to know about each idea and knew for certain that none of it would ever work.
Mark Zuckerberg, the guy who created Facebook and disrupted social media forever, did not come from the college yearbook business or the communication business. Elon Musk, the brains behind Tesla, did not come from the auto industry. Pierre Omidyar, Ebay’s originator, did not come from the auction business.
Need more? Brian Chesky and Joe Gebbia, the designers of Airbnb, the online room rental service that as of spring 2014 booked more room nights than Hilton Hotels, had 10 million guests and 550,000 properties listed worldwide and a $10B valuation —making it worth more than industry players Wyndham and Hyatt, did not come from the hotel business. They were just two guys who wanted to rent out their San Francisco loft in order to help cover their rent.
Do you notice a pattern here?
Thanks to the ubiquitousness of the Internet and digital technology, we are seeing businesses disrupted where we never thought possible. Remember classified ads? CraigsList put an end to them. CDs and DVD? iTunes and Netflix drove them into the ground. Maps? MapQuest. Circuit City? Amazon. Pay phones? Cell phones.
The trend that shows no sign of abating is not just the elimination of legacy business models but that the slashing will continue to be done by people who come from outside the industries that they disrupt. Technology is ubiquitous, good ideas can come from anywhere, and those outside the industry don’t know what can’t be done because they’ve never done it before.
Back to my flight and the argument between Guy One and Guy Two? It’s still going on. Guy Two is disrupted toast. He just doesn’t know it yet.Published on October 20th, 2014
The more I write about how critical it is to discover and express both your authentic self and your customers’ deepest desires in your brand, the more questions I get. Many are about how one can discover the true self they should be promoting, or how to know exactly what their customers want. Clearly answers to both these questions require a lot more time than an email answer or even blog post offers. But the other frequent request is for a clear example of a brand that is congruent with both its own authentic self and the desires of its clients.
Before I explain, let me issue a prophylactic disclaimer. I’m neither condoning nor condemning O’Reilly’s politics in this blog. For the sake of illustrating the concept of true brand value I’ve gone out of my way to be as agnostic as possible. The point here is not the what, but the how.
Almost a year ago I was a guest on The O’Reilly Factor, coincidentally invited along with my friend and tech/social media genius Peter Shankman, as one of two marketing experts O’Reilly wanted to interview about ESPN’s decision not to run a Christmas-themed television commercial for a Catholic children’s hospital.
It was O’Reilly’s contention that ESPN’s refusal to run the spot was a clear example of what he called “America’s War on Christmas.” Click HERE to watch the interview.
If O’Reilly had actually permitted me to explain why ESPN had disallowed the commercial I would have told him about these three factors:
The funny thing is that O’Reilly, one of the highest paid personalities on television, knows these things better than I do. But explaining them doesn’t promote his brand nor engage his audience.
Bill has strategically built an aspirational brand by living the life his viewers wish they could live. Bill sells his brand to disaffected, formerly middle-class general market consumers who are angry that the life they lived is being eroded by rampant technology, increased minority rights, painful economic realities, and encroaching old age. And so O’Reilly brilliantly fabricates crises such as The War on Christmas to empathize with his audience while he first enrages and then placates them by manhandling his guests. Quite simply, O’Reilly beats up his mostly affluent, well dressed, educated, and/or minority guests because his audience wants to but can’t.
Simply remove O’Reilly’s signature rancor, and there’s a lot to learn and emulate from his brand, regardless of what you think of his politics, his practices or his policies.Published on October 12th, 2014
I travel almost every week, but in fact I’m not traveling this week and it’s kind of shocking. Last week I was in New York for client meetings and to do a Fox Business correspondent gig in the studio instead of remotely. The week before I was in Massachusetts because my daughter is entering her third year of college. Next week I’m in Las Vegas speaking at a brand management camp. But this week I’m in Miami the whole week.
Figuring out how to hack my travel with tips and techniques has become more than a hobby, it’s almost an obsession. In our wedding vows I added to the traditional “better or worse, sickness or health, richer or poorer, only carry-on luggage.” I didn’t really—but I threatened to.
I was on a flight once and the woman in front of me kept slamming herself against the seat to get it to go back. The reason the seat wouldn’t go back is because my knees were there. I didn’t have any legroom. She finally called the flight attendant and said, “My seat won’t go back.” And I said, “The reason your seat won’t go back is because my legs are there.” The flight attendant said to me, “Sir, you have to move so she can put her seat back.” And I said, “OK, where would you like me to put my legs? We can consider the overhead compartment. Other than that I don’t really know where they’re going to go.” I promptly bought a knee defender. That was years ago, but I’ve never had the nerve to use it. I take it only for emotional support.
If you lean forward and say, “Look I’m almost 6’5”. Would you mind not leaning back quite so far?” Most people are pretty nice about it. I’ll offer to buy them a drink. But sometimes—especially on European airlines—when the people lean back, I could do dental work on them. I don’t put my seat back more than just a little inch, just to take the angle off, unless I turn around and there’s a sleeping child curled up in the seat, because I know how aggravating that can be.
I only wear three colors: gray, blue, and black. That way everything I take matches everything else. I always take knit silk ties and pocket squares with me, too. If you change your ties and the tone of your pocket square, it looks like you’re wearing a different outfit every day. That’s all anyone notices if you’re well dressed anyways.
I play the harmonica, so I also take a few harmonicas when I travel. I have found people to play with on the subways of Paris, on the streets on London, and in small towns in Provence. It always gets me invited to places and dinners. It’s great. Now if I played the cello, admittedly, it wouldn’t be quite as easy. But with the harmonica it’s quite easy.
My travel hero is Jack Reacher, a fictional detective in a series of 18 books by author Lee Child. He travels with just an ATM card and a folding toothbrush. When his clothes get dirty he throws them away and he buys new ones. I dig his travel routine. That’s my dream. But I would add a harmonica.
I have a collapsible down jacket that folds up into its own pocket. It’s essentially—when you smash it all down—the size of two pairs of socks. I take that no matter where I go because even if you’re going somewhere warm the airport is going to be freezing or the plane is going to be freezing. Even though I insist on traveling as light as possible, I even carry a down jacket if I’m going to the Caribbean or to Ibiza. It’s still jammed into my bag.
I always take button-down shirts because you can always wear them with a suit or you can wear them un-tucked with shorts. You can’t really do that with any other kind of shirt.
I am fastidious about packing. I use those little packing cubes and I organize everything. They love me at TSA when I get the random open bag inspection. They open it up and say, “Oh my god. I wish everybody packed like this.” Everything’s in a little pouch. Everything’s all nice and folded—all my cords and my cables. I’m a little psycho, as I said. But I’m OK with that! I accept myself for who I am. Travel is just so easy for me because I know exactly what I’m going to take at all times.
One of the things we’re responsible for is marketing Miami tourism. So all my suits have these little palm tree pins on them—every single one—so I’m never out of uniform. But I’ve noticed that TSA guys or hotel clerks, they always say, “Oh, I like your pin!” At which point I reach into my lapel, unhook it and give it to them. They love them. And I always get an upgrade. With hotels I get a nicer room or with rental cars I get a nicer car. Who knows what—you get something.
I really like Nooly, which is a weather app. It’s really cool because it tells you the weather in 5-minute increments. If I’m going for a run, for example, I don’t care what the weather is for the next eight hours. I care what the weather is now for the next 45 minutes. And it tells you. WeatherBug has a really cool feature called Spark that tells you if there’s lightning anywhere nearby.
The app that I love more than any other app—I use it for travel, but it can be used for everything else—is Evernote combined with a system that I’ve learned online called thesecretweapon.org, a series of 11 videos that show how to combine David Allen’s “Getting Things Done” (GTD) with Evernote as a master “to do” list to manage your inbox and your assignments and your travel and everything else. It is phenomenal. It runs my whole life. It’s a real pain in the neck at first but if you fight your way through it and get it set up, it becomes second nature. Like my email box, I have no emails in my email box. As I open one I transfer it to Evernote and tag it.
My dad passed away a few years ago and I took his briefcase and had it refurbished. I only use that bag and my suitcase. That’s nice, that I always have his bag with me. It’s a Tumi leather briefcase of some sort. It’s old. Now they have their own custom zippers and everything. It doesn’t even have those. But I sent it back to Tumi and they redid it. In fact the woman called me and said, “You want to spend $300 to redo this bag? You can probably get a new one for a little more.” I said, “Nope, that’s the one I want.” So they fixed it up. They put it on a new handle and some new straps and cleaned it up and it’s great.
I take a couple merino wool T-shirts because, believe it or not, they do not itch. They work in all temperatures and they don’t stink, so you can wear them more than once. We all like to wear cotton T-shirts but when you sweat in them they get heavy and wet—especially when you run—and you can’t dry them after washing, so you’ve got to find a replacement. Merino wool is unbelievable. At first I was completely skeptical. First of all, I live in Miami—I’m not from a wool-wearing state. I thought it would be itchy and uncomfortable and it’s not at all. You can wash it in the sink and it dries quickly.
I always take two pairs of ExOfficio travel underwear and I wash them in the sink every night. They don’t absorb moisture because they’re made of synthetic materials. But here’s the trick: You wring them out as best as you can by hand, then you take a big bath towel and lay it out on the floor—or on the bed if you’re a germophobe—and then you lay the clothes on them and roll it up like a burrito. It’s a layer of clothing, a layer of towel, a layer of clothing, a layer of towel. Then you lay this big roll on the ground and you jump on it, which transfers a lot of the water that’s left from the fabric into the towel. Then you unroll it and you hang the stuff up. It works. My wife laughs at me. My friends laugh at me. You laugh at me. It’s ok. I get it. It’s stupid. Here you have a guy who runs a company who’s traveling around washing his underwear in the sink and then jumping on it. I get it. It’s funny. But you know what? I don’t care because I’m obsessed and it works.Published on October 5th, 2014