Millenium Marketer

Just starting your own business or need a refresher on how to speak to the media? If you want to get your message across, don’t forget these three tips:
1) Craft a well-spun story that will inspire your targeted audience–offer anecdotes and examples that will encourage the audience to relate to you
2) Train yourself to read industry news and research the publications and have a solid idea about who you want to talk to.
3) Tailor your story to the needs of the blog or publication and the interests of the blogger or reporter

…and What Not to Do
Last week, I interviewed a very nice gentleman who was starting a fundraising company targeted at helping the Christian community do their fundraising. I should mention that he has a lot of optimism and drive to see his company through, but there were definite challenges in trying to get the story. Also, he is OK with the idea that I’m using this as a blog post.

First of all, it’s a challenging story to write because religion is a sensitive subject. I felt that with the right story, I could dance around the religion subject, to meet the needs of The Millennium Marketer, a corporate-targeted, social media-oriented, start-up mentality blog.

1) Don’t forget to read the publication that you are speaking to. In other words, make your ideas relevant.
Unfortunately, my friend with the Christian start-up company tied every message that he had to God. It sounded to me that Jesus is the CEO and he is the sub-CEO, but that is the message he was telling me. Every other word was, “I did this to follow God’s word…my motivation is God…my role model is God…my passion is church.” That is totally fine for a Christian blog or publication, but maybe that won’t work so well for other media outlets that you want to reach out to.

2) Don’t come unprepared. Practice makes perfect.
This goes back to the first point. This friend didn’t have quick answers for simple questions, such as what are your hobbies, what do you enjoy doing? You have to know yourself, your company, and be able to pull up all the history of your company on the spot. Lack of preparation is probably one of the reasons for the fall-back “God” answer.

3) Don’t forget what your message is and the reason why you want to get in front of the media.
At different times of the interview, this gentleman also mentioned his weaknesses, which wasn’t part of any question that I asked him. I didn’t have any choice but to record this information. He didn’t seem quite sure what the story was that he wanted to tell me.

There are many great Christians out there in the world, but many people have heard about the Bible, a thousand-year document, for many, many years.

Bottom line: If you want to inspire others, come up with an original story and message that will get people excited about you and the product that you are trying to sell.

I heard the oddest piece of advice yesterday in regards to office politics. The advice was: “Don’t worry about it.” It was an awfully simple thing to say but perhaps the most true.

There should be a large distinction between using tact in your business relationships and worrying too much about your reputation because the latter can create too much distance and perhaps mar the quality of those relationships. Too often, we think too much about the money at stake and this can create barriers in developing strong, authentic relationships that build for example, your customers’ loyalty to you and your brand.

The same goes for networks. If you’re at a networking event, it’s better to stay positive, exhibit confidence and show interest in both your specialty and shared interests with your counterparts. In other words, be your best self and don’t worry so much about what other people think.

I’ve been thinking a lot about this lately because when I was in Montréal, Quebec, people in general seemed to converse more naturally than we do in Silicon Valley. They are less distracted by Blackberrys and a glass of wine and good food is enough to inspire conversation. Again, I know I am generalizing, but what I’ve learned from Montrealites is that they don’t acknowledge you as a business contact or a social contact but simply they acknowledge you as a person and stay self aware of the subjects of conversation.

Before I start to lose focus on all this, it is food for thought. We have a lot to learn from a traditional culture that still values face-to-face communication and interaction. When things revolve around money and politics, the world gets to be quite odd. So maybe that is why art and humanities exist in the world–so we can remember we are human beings after all.

Here’s a perspective on Ocean’s Twelve that got me really excited. I’m not sure if the screenwriters meant to write it as an office culture and interpersonal dynamics sort of movie, but it’s a cool twist on a conventional action/thievery film. Some say that Ocean’s Twelve abides by the “Sequels usually suck” principle but I disagree.

Maybe it’s more obvious for anyone who has worked a full time office job. George Clooney and Brad Pitt did an awesome job of playing two company CEOs of a professional thievery consultancy but really the thievery could be a metaphor for any company since we’re all rooting for Ocean’s Twelve when we watch it. You’ve got all the aspects of business involved.

Barriers to Entry: Catherine Zeta-Jones is the talented detective Lahiri who wants to prevent Ocean’s Eleven from succeeding at their task
Competition: Thanks to the talented and arrogant young thief, Francois Toulour, Ocean’s Eleven can’t get to their objective without Toulour attempting to get at it first.
Partners: You’ve got your business partners, and in this case one guy who makes their holographic egg.
Stakeholders: Terry Benedict plays the sinister stakeholder who wants his money and fast, so he is as invested in Ocean’s Eleven’s success as much as they are although their motivations are different.
International relations: There’s international business travel, Shen as a rather talented business consultant, and the scene itself in Italy and France. Also, they know a ton of people, have a huge network and worry about their reputations so that they can continue working in the business.

Rookie/Entry-level thief:
My favorite one is the portrayal of Linus Caldwell, the rookie. He’s new to the game, wants to play a larger role, stammers when he begs Rusty Ryan for more responsibility. He’s got the skills, the motivation and a new-generation respect for morality. It’s so comforting to get to know Linus in Ocean’s Twelve, because I can relate to him and know that anyone in business is going to be embarrassed once in a while. I loved one of the beginning scenes where they meet Matsui for a job because it is so true: when you go to a business meeting for at least the first few times, everyone else might as well be speaking a different language. That changes, of course, once the rookie is acclimated to the industry language. The movie is awesome and great inspiration on how to run a good business, but mind you, Hollywood is the only place where they can use thievery as a metaphor for corporations.

I’ll post a few lines of the movie soon that really hint at the business culture slant of this film.

Newton’s law states that anything that is put into motion stays in motion (unless something else prevents it from being so).

I know, marketing is not physics but there is a word we use a lot in viral marketing called “momentum” which is supposed to keep the ball moving, as they say, on a product’s development and enhance the buyer’s desire to purchase your product over others.

For B2B marketers, this tends to be quite the challenge because business organizations, more than individuals, tend to prefer the products they already have over new products. It’s more complicated for IT managers to implement a new system and train people on how to use it than it is to stick with the status quo.

We often hear about products catching fire and gaining popularity. Some recent products of note is the iPhone and well, the ever pervasive Facebook where the inherent notion is getting your friends to join. Someone I spoke to today pointed out to me that it is indeed true with B2C products, but B2B has its own challenges.

I think that this is where PR can play a larger role to create so much credibility and reputation around a product that if your competitors are using the applications, then you better get on the bandwagon.

More on Enterprise applications and why this is a different market than B2C internet culture: Of COURSE enterprise software should be sexy