President-elect Barack Obama used sophisticated targeting techniques across 18 battleground states. Not only did he capitalize off his grass roots experience and superb volunteer efforts, Obama also used the Internet in ways no other candidate has before. He used Facebook, Twitter and other high tech methods to target one of his key audiences: the young, college educated population. Obama knew the key target audience he had to penetrate and he honed in on it with a laser like focus. He never deviated from that plan. That's the same type of focus you need as a business owner. Know who you are trying to target and then figure out the best way to get your message across. Having a clear cut marketing plan can make or break any business.
Wednesday, November 26, 2008
What business owners can learn from President -elect Obama-Part Two
Campaign Tip#2: Targeted Marketing
Wednesday, November 19, 2008
What small businesses can learn from Barack Obama
By now...the historic election of Barack Obama as the next President of the United States is old news. Television stations across the country have returned to their regular formats as the country braces for the next big story...The Inauguration.
In the meantime, however, the in-depth analysis of President-elect Obama's very successful campaign continues. How did a man who was virtually unknown as little as four years ago win the hearts of millions of Americans to become our Nation’s 44th President?
That’s a question that will be asked time and time again. The answers can provide valuable insight for small business owners...lessons that can pay off big. The proof was in the pudding and we all saw it happen on Election Day. Now, let’s see what it can do for you. For the the next several posts, I will point out three key Obama campaign strategies that can catapult your business to the next level. Now, let’s get started.
Lesson 1: Consistency: Throughout his two and a half years on the campaign trail...President-elect Obama stayed deliberate and consistent in his messaging. Two words he used over and over again were ‘hope’ and ‘change’. He never wavered from this message. Despite ridicule and opposition, Obama stayed on course. So much in fact, that Senator McCain also jumped on the ‘change’ bandwagon during the end of his campaign.
As a business owner, you too have to keep your master plan in the forefront of your mind. Be consistent, focused and repetitive. Don’t be afraid to repeat yourself, chances are you haven’t stated your message enough anyway. In sales calls, representatives have to repeat their core messages at least 7 times before it actually sinks in to the minds of their clients or customers. Consistency is key to getting your point across.
Stay tuned for Campaign Tip #2.
In the meantime, however, the in-depth analysis of President-elect Obama's very successful campaign continues. How did a man who was virtually unknown as little as four years ago win the hearts of millions of Americans to become our Nation’s 44th President?
That’s a question that will be asked time and time again. The answers can provide valuable insight for small business owners...lessons that can pay off big. The proof was in the pudding and we all saw it happen on Election Day. Now, let’s see what it can do for you. For the the next several posts, I will point out three key Obama campaign strategies that can catapult your business to the next level. Now, let’s get started.
Lesson 1: Consistency: Throughout his two and a half years on the campaign trail...President-elect Obama stayed deliberate and consistent in his messaging. Two words he used over and over again were ‘hope’ and ‘change’. He never wavered from this message. Despite ridicule and opposition, Obama stayed on course. So much in fact, that Senator McCain also jumped on the ‘change’ bandwagon during the end of his campaign.
As a business owner, you too have to keep your master plan in the forefront of your mind. Be consistent, focused and repetitive. Don’t be afraid to repeat yourself, chances are you haven’t stated your message enough anyway. In sales calls, representatives have to repeat their core messages at least 7 times before it actually sinks in to the minds of their clients or customers. Consistency is key to getting your point across.
Stay tuned for Campaign Tip #2.
Saturday, August 16, 2008
Trend=Newsworthy
One of the best ways to ensure that your business remains newsworthy is to watch for the latest trends. This is very simple to do. Turn on CNN, your local news, flip open the newspaper or turn on the radio…and keep your ears and eyes open. A trend is a following of some sort, an idea or habit that has suddenly become popular to the masses. For instance, as I watched my local NBC affiliate this morning, I tuned into a story on coupons. Yes…coupons. For the first time in almost 20 years, coupons are becoming popular again. It makes sense. In the midst of a recession, consumers have to be creative with ways to stretch their dollars. Coupons are the perfect solution.
Now, retailers are capitalizing off this popular trend by advertising DOUBLE and TRIPLE coupon specials. It’s working. Consumers are pouring in by the truckloads because they are lured into believing they are getting more by spending less. All this over COUPONS ! An old idea…that’s become NEW again and it’s turning into big bucks for business owners.
The same thing could happen to you. As a business owner…you have to remain ahead of the curve. You have to progressively pursue new ideas to grow your bottom line. Watching for the latest trends in the media is an easy an effective way to do this. You’ll raise the level of publicity of your business…by being newsworthy. And what’s even better…you’ll make some money doing it.
Now, retailers are capitalizing off this popular trend by advertising DOUBLE and TRIPLE coupon specials. It’s working. Consumers are pouring in by the truckloads because they are lured into believing they are getting more by spending less. All this over COUPONS ! An old idea…that’s become NEW again and it’s turning into big bucks for business owners.
The same thing could happen to you. As a business owner…you have to remain ahead of the curve. You have to progressively pursue new ideas to grow your bottom line. Watching for the latest trends in the media is an easy an effective way to do this. You’ll raise the level of publicity of your business…by being newsworthy. And what’s even better…you’ll make some money doing it.
Monday, July 21, 2008
Become an Expert
One way to publicize your business, product or service for free is to toot your own horn. You know the expression, the squeaky wheel always gets the oil. Well, the same is true about speaking out about your business. There are many ways you can do this.
- Write an article on line. EZineArticles is just one example of this. Showcase what you know about your business, something that no one else knows better than you. What is the one thing you can bring to the table that sets you apart from the masses? That is your niche.
- Start a blog. It's free, it's easy and it's a great way way to get the word about what you do best. But be brief and straight to the point. Remember to offer useful information.
- Write for your local newspaper, journal or newsletter. The subject of the article shouldn't be about you or your business. It should be about an issue or topic that affects your customers or business owners like you. It has be informative and have mass appeal. At the end of the article, the editor will give you a chance to write a byline that will give you some free publicity.
The best thing about establishing yourself as an expert on a particular topic is that it gives you instant credibility. People will start to listen to you. Then, they'll start to believe in you. People will support something they believe in, don't you? Good luck !
Wednesday, June 25, 2008
Recession-Proof Your Business
At a time of soaring gas prices and unemployment rates, everyone is trying to figure out how to do more with less. In this weak economy, you have to learn how to stretch the almighty dollar. Business owners know the importance of this more than anyone else.
One of the biggest ways entrepreneurs can recession proof their business is by reserving their cash flow. Now more than ever, business owners must find a way to limit their expenses. This may mean making some serious decisions. One of the biggest things that that can be impacted during lean economic times is the marketing and advertising budgets.
By now, you should know my answer to this dilemma. Advertising costs are major expenses small businesses should not have to absorb. Not when there are countless ways for them to raise their level of publicity for FREE.
If you own a business, now is the time you should be creating your EVERGREEN list of newsworthy story ideas for the sole purpose of generating some free publicity.
As a business owner, you understand the financial pressures and challenges of your customers. So make sure you get that message across in your publicity campaign. Come up with a snazzy sale that is better than your competitors. Raffle off a free gas card or a coupon good at your customer’s favorite supermarket. Then, do what all smart business owners do. Put together a smart publicity campaign around that great idea (or hire someone to do it for you). Contact your local media outlets with your creative and newsworthy story ideas. When it comes to saving your customers a few bucks, you can never go wrong. Remember, the foundation of any newsworthy story is “What’s in it for them?”. If you can answer that question, you will be way ahead of your competition in recession-proofing your business.
One of the biggest ways entrepreneurs can recession proof their business is by reserving their cash flow. Now more than ever, business owners must find a way to limit their expenses. This may mean making some serious decisions. One of the biggest things that that can be impacted during lean economic times is the marketing and advertising budgets.
By now, you should know my answer to this dilemma. Advertising costs are major expenses small businesses should not have to absorb. Not when there are countless ways for them to raise their level of publicity for FREE.
If you own a business, now is the time you should be creating your EVERGREEN list of newsworthy story ideas for the sole purpose of generating some free publicity.
As a business owner, you understand the financial pressures and challenges of your customers. So make sure you get that message across in your publicity campaign. Come up with a snazzy sale that is better than your competitors. Raffle off a free gas card or a coupon good at your customer’s favorite supermarket. Then, do what all smart business owners do. Put together a smart publicity campaign around that great idea (or hire someone to do it for you). Contact your local media outlets with your creative and newsworthy story ideas. When it comes to saving your customers a few bucks, you can never go wrong. Remember, the foundation of any newsworthy story is “What’s in it for them?”. If you can answer that question, you will be way ahead of your competition in recession-proofing your business.
Monday, April 21, 2008
Public Relations or Advertising? (The Four C's)
Why should you choose public relations over advertising? What are the differences between the two? Well, since I am former journalist I am going to give you a fair and balanced answer to that question. The good points and the bad points. I like to call them the Four C’s.
First let’s start with the Cons:
Consistency:
Because you, the entrepreneur, pays for the ad space on that local tv or radio station, or in the local magazine, you can choose to run that ad over and over again, for as long as you can afford it. You can dictate the level of consistency you want.
But in pr, you generally get one shot to showcase that ground opening of your business or big event in the local media outlets. That is why you have to make that one shot count.
Control:
Again, since you will be shelling out the money to pay for advertising space, you can have the creative control over your content. You can dictate what is said, how it’s said and how often it’s said. However in pr, that control generally shifts over to the media organization and how they choose to showcase your business, product, service or idea. But a skilled pr specialist can make sure your view is heard or seen.
Now, the Pros:
Cost:
You, the business owner, pays for the ad space, which can be VERY EXPENSIVE. That cost goes up each time you choose to run that ad. For small businesses, that can really put a dent in the budget. But there is no cost for pr. That's why people call it free publicity. You can do this through news conferences, press releases, or more effectively a pr specialist who knows the buzz words that can get you the media exposure you’re looking for.
Credibility:
In advertising, consumers know when they are being sold a product or service. Phrases like BUY THIS, ACT NOW, CALL NOW, lets consumers know when they are getting a sales pitch. And in their eyes, this means the message they are seeing or hearing is biased or skewed. When a business or product is featured on the news, consumers view it differently. They become believers. They feel if a news producer or editor takes the time to invest in the business they’re seeing or hearing, it MUST be special. Therefore, your credibility isn’t compromised.
I hope that information helps. The bottom line is if used correctly and by the right person, public relations can be a very effective tool in getting publicity. That is why a skilled pr specialist, with a nose for the news, is imperative. You need someone who knows how to create the publicity you want, the publicity that will have the media and consumers knocking down your doors.
First let’s start with the Cons:
Consistency:
Because you, the entrepreneur, pays for the ad space on that local tv or radio station, or in the local magazine, you can choose to run that ad over and over again, for as long as you can afford it. You can dictate the level of consistency you want.
But in pr, you generally get one shot to showcase that ground opening of your business or big event in the local media outlets. That is why you have to make that one shot count.
Control:
Again, since you will be shelling out the money to pay for advertising space, you can have the creative control over your content. You can dictate what is said, how it’s said and how often it’s said. However in pr, that control generally shifts over to the media organization and how they choose to showcase your business, product, service or idea. But a skilled pr specialist can make sure your view is heard or seen.
Now, the Pros:
Cost:
You, the business owner, pays for the ad space, which can be VERY EXPENSIVE. That cost goes up each time you choose to run that ad. For small businesses, that can really put a dent in the budget. But there is no cost for pr. That's why people call it free publicity. You can do this through news conferences, press releases, or more effectively a pr specialist who knows the buzz words that can get you the media exposure you’re looking for.
Credibility:
In advertising, consumers know when they are being sold a product or service. Phrases like BUY THIS, ACT NOW, CALL NOW, lets consumers know when they are getting a sales pitch. And in their eyes, this means the message they are seeing or hearing is biased or skewed. When a business or product is featured on the news, consumers view it differently. They become believers. They feel if a news producer or editor takes the time to invest in the business they’re seeing or hearing, it MUST be special. Therefore, your credibility isn’t compromised.
I hope that information helps. The bottom line is if used correctly and by the right person, public relations can be a very effective tool in getting publicity. That is why a skilled pr specialist, with a nose for the news, is imperative. You need someone who knows how to create the publicity you want, the publicity that will have the media and consumers knocking down your doors.
Sunday, April 6, 2008
The Power of the Media
Earlier this week, I was listening to my favorite talk radio station while I was driving in my car. The subject was the incredible power the media has on the ongoing race for the United States President. The guest speaker discussed how Republican nominee John McCain has gotten off relatively easily, while Democratic nominees Barack Obama and Hillary Clinton continue to battle it out the war of the words. No matter what side of the political fence you fall on, there is no denying that the media has had a great impact on the race. In just a matter of hours, the media can have the public loving you….even hating you.
That’s why it’s imperative that you and your business use the media to your advantage.
That’s why it’s imperative that you and your business use the media to your advantage.
- Keep a list of newsworthy ideas about your product, service or idea handy at all times. Remember, follow a big current trend or tie in to a current event.
- Do your homework and respect journalists’ time. Make their job easy by including any and all details you think they may need to tell your story.
- Respect the timing of the news. Your newsworthy idea may not make the top of the six o'clock news. But it may be the perfect fit for a weekend feature.
Don’t under estimate the power of the media…your business will thank you!
Friday, March 28, 2008
What are you doing tomorrow?
Can you believe we are almost a quarter of the way through 2008?! Before you know it, we will be ringing in 2009! Time waits for no one, which is why YOU as a business owner MUST make the most of each and every day. The beauty about news is that you get a fresh opportunity to become NEWSWORTHY with each passing day. Yesterday’s news is old news, passé, BORING. NO ONE wants old, boring news.
So now with just a few days left of the first quarter of 2008, I have to ask you a question. Have your made your first quarter goals? What have you done to make your product, service or idea stand out from all the rest? Did you come up with a creative idea that led to free publicity on your local news station or in your local newspaper? Did you make your business matter to your customers? Because by now, you should know that people won’t support something they don’t believe in…something that doesn’t matter to them. If you didn’t reach your goals, how can you turn it around in the second quarter?
Che Brown is the President of Partners In Learning, a Washington DC based sales training and professional development firm (www.partnerslearning.com). Brown offers some great advice in this area. He says each day is an opportunity to get back on track. “You are only one day away from reaching your goals”, he says.
So, if you didn’t get a chance to put your business on the publicity map in the first quarter, you have three more quarters to make it happen. You don’t even have to wait until April 1st to begin. It can all start tomorrow. So.....what will you be doing?
So now with just a few days left of the first quarter of 2008, I have to ask you a question. Have your made your first quarter goals? What have you done to make your product, service or idea stand out from all the rest? Did you come up with a creative idea that led to free publicity on your local news station or in your local newspaper? Did you make your business matter to your customers? Because by now, you should know that people won’t support something they don’t believe in…something that doesn’t matter to them. If you didn’t reach your goals, how can you turn it around in the second quarter?
Che Brown is the President of Partners In Learning, a Washington DC based sales training and professional development firm (www.partnerslearning.com). Brown offers some great advice in this area. He says each day is an opportunity to get back on track. “You are only one day away from reaching your goals”, he says.
So, if you didn’t get a chance to put your business on the publicity map in the first quarter, you have three more quarters to make it happen. You don’t even have to wait until April 1st to begin. It can all start tomorrow. So.....what will you be doing?
Tuesday, March 18, 2008
Time for some Spring Cleaning!
Thursday, March 20th, marks the first day of spring. Hallelujah! I am so glad I will be finally able to pack away my bulky winter coats for at least another 9 months or so! Me and cold, wintry weather just don’t get along!
With springtime comes a whole new season of renewal and refreshing possibilities. This is the time of year when people start clearing out their homes, dusting off their furniture and rolling up their sleeves for that much needed spring-cleaning. Out with the old and in with the new!
That rule doesn’t just apply to homeowners, you know. If you own a business, you too could benefit from a little sprucing up. The arrival of springtime could mean spring-cleaning for businesses as well, a chance to breathe some fresh air into a stale PR plan. You can start by asking yourself the following questions:
(1) Is it time to blow the dust off your current pr strategy for your product, service or company? What’s working for you? More importantly, what’s not working?
(2) Are all the numbers and email addresses of your media contacts in your Rolodex up to date? Who should you add…who should you delete?
(3) How can you maximize your resources and fresh new ideas to secure yourself some free publicity?
A change of seasons could be the fresh start your business is looking for. Spring into the possibilities and seize the opportunity!
With springtime comes a whole new season of renewal and refreshing possibilities. This is the time of year when people start clearing out their homes, dusting off their furniture and rolling up their sleeves for that much needed spring-cleaning. Out with the old and in with the new!
That rule doesn’t just apply to homeowners, you know. If you own a business, you too could benefit from a little sprucing up. The arrival of springtime could mean spring-cleaning for businesses as well, a chance to breathe some fresh air into a stale PR plan. You can start by asking yourself the following questions:
(1) Is it time to blow the dust off your current pr strategy for your product, service or company? What’s working for you? More importantly, what’s not working?
(2) Are all the numbers and email addresses of your media contacts in your Rolodex up to date? Who should you add…who should you delete?
(3) How can you maximize your resources and fresh new ideas to secure yourself some free publicity?
A change of seasons could be the fresh start your business is looking for. Spring into the possibilities and seize the opportunity!
Monday, March 10, 2008
What's Buzzing You
Sixty three thousand jobs were lost in the month of February. That's more than any other month in the past five years. If you were one of the lucky ones whose job was spared, chances are you know someone who wasn’t so lucky. Employers are rightsizing, downsizing, upsizing or just plain firing people all over the country. When there are no jobs, there is no spending. So in these tight times, how are businesses attracting customers?. Let’s face it, people just aren’t spending as much money as they used to. Just turn on the news tonight and see for yourself. The buzz words you’ll hear are: Recession, Downsizing, Cautious, Fearful, and Slowing Economy...just to name a few. The list could go on and on. But if you are a business owner looking to squeeze through these tight times, those same buzz words could be the basis of your publicity campaign. Remember, the key to successful public relations is to offer a useful solution to a problem, a problem many people can relate to. If you can find a way to build your company’s pr campaign around a cost saving measure, a way penny pinching consumers can purchase your products without blowing their budget, you can kill two birds with one stone. You’ll entice more customers to your business by offering cost saving solutions and you’ll be protecting (maybe even building) your bottom line. They key is to listen to the buzz words!6:47 pm est
Monday, February 11, 2008
If it bleeds....
It’s a common phrase used in the news industry: If it bleeds…it leads. Meaning that the more gory, tragic or devastating a story is, the more likely it will be at the top of any newscast. Seems pretty brutal, right? Why should someone’s tragedy be someone else’s leading news story? Although not all news stations follow this rule of thumb, there is some truth to that mantra. Whether you like it or not, sometimes it IS the bad news that makes the headlines. A tragic car accident that kills an entire family or that devastating house fire around the Christmas holiday always tugs at people’s heartstrings. That, of course evokes strong emotion, an important quality that makes any story newsworthy.
But a story doesn’t always have to be sad or involve some sort of conflict or controversy in order to be newsworthy, especially if it offers a solution or answer. That’s where you come in. As a business owner, can you offer your customers a solution to a problem or issue? The problem can be anything from high gas prices to high electricity bills. Do you offer a special price break or sale that beats out your competitors? How about a special drawing for a coupon or gift certificate to a local gas station or grocery store? Remember, in order to get publicity you have to first drum up the interest. The same thing that tunes viewers into the 6 o’clock newscast can also drive customers to your store. You just have to find that “leading story” to get their attention.
But a story doesn’t always have to be sad or involve some sort of conflict or controversy in order to be newsworthy, especially if it offers a solution or answer. That’s where you come in. As a business owner, can you offer your customers a solution to a problem or issue? The problem can be anything from high gas prices to high electricity bills. Do you offer a special price break or sale that beats out your competitors? How about a special drawing for a coupon or gift certificate to a local gas station or grocery store? Remember, in order to get publicity you have to first drum up the interest. The same thing that tunes viewers into the 6 o’clock newscast can also drive customers to your store. You just have to find that “leading story” to get their attention.
Thursday, January 31, 2008
What's Going On?
One great way to get publicity for your event, product or idea is to find a link to a national trend or current event. It’s very simple to do. Just tune into your favorite news/talk radio station or read your local newspaper. Right now, there is a plethora of pickings to choose from. From the primaries to the struggling economy and even the upcoming Super Bowl…there’s a variety of ways for you to tie in a relevant hook to your local business. But be careful…the key word here is relevant. Your hook has to be creative, believable and of course newsworthy. It can’t be a stretch…journalists won’t waste their time of they have to work too hard to find that link. That’s why it’s imperative for you to know what's going on in the world around you. Journalists live and breathe that reality each and every day. Producers build their newscasts around it. Think along those same lines…and you’ll soon be turning your hooks into dollars for your business.
Wednesday, January 23, 2008
What Moves You????
We are heading towards are recession. The Stock Market is down. Foreclosures are up.
Turn on CNN or any other news program this evening…and I guarantee you’ll hear those phrases at least once during the broadcast. Everyone knows consumer confidence is down all across the country…which means people just aren’t spending as much as they used to. So what is small business owner like you to do?
Don’t panic, there is hope. You have to give people a reason to make them want to give you their money. Let’s face it…that’s no easy task…especially in these tight times. But a great publicity campaign can at least get you started. Let’s think about this for a minute. What drives you to buy something? What Moves You? Outside of basic need…it’s usually emotion, right? You want look nice so you buy a dress for a nice party…or a nice tie for that meeting. You want to impress your friends with the latest technology …so you spring for that $400 cell phone. You want to feel pampered, so you schedule that facial or massage at your favorite spa. You get the idea.
So in order to entice that special customer to your local business, you need to spark some type of emotion. That’s the foundation of a successful public relations campaign. Does your business, product or idea give off a feeling of security, luxury or necessity? Identify that emotion and capitalize on it! Then watch the publicity machine go to work!
Turn on CNN or any other news program this evening…and I guarantee you’ll hear those phrases at least once during the broadcast. Everyone knows consumer confidence is down all across the country…which means people just aren’t spending as much as they used to. So what is small business owner like you to do?
Don’t panic, there is hope. You have to give people a reason to make them want to give you their money. Let’s face it…that’s no easy task…especially in these tight times. But a great publicity campaign can at least get you started. Let’s think about this for a minute. What drives you to buy something? What Moves You? Outside of basic need…it’s usually emotion, right? You want look nice so you buy a dress for a nice party…or a nice tie for that meeting. You want to impress your friends with the latest technology …so you spring for that $400 cell phone. You want to feel pampered, so you schedule that facial or massage at your favorite spa. You get the idea.
So in order to entice that special customer to your local business, you need to spark some type of emotion. That’s the foundation of a successful public relations campaign. Does your business, product or idea give off a feeling of security, luxury or necessity? Identify that emotion and capitalize on it! Then watch the publicity machine go to work!
Thursday, January 17, 2008
If At First You Don't Succeed....
Being a former journalist, I can't tell you how many times I used to get pitched a story idea, how many emails or phone calls I received, or how many press releases were left on my desk. If you are a business owner looking to get media attention, I don't have to tell you how easy it can be to get lost in the shuffle. Everyone has a pitch, a great idea or a wonderful invention. If you want to stand out from all the rest, you must be two words: CREATIVE AND PERSISTENT.
Don't send out a generic email message or press release with the title: Grand Opening or New Business. That will most certainly hit the trash can. Instead, think BIG. Explain what makes your Grand Opening so unique. Is it the first of its kind in the area ? Were there any extraordinary challenges you had to overcome to make the grand opening a reality? Think about it. The more creative you are, the more likely you'll get the media's attention.
Secondly, be persistent with your follow-ups. There is some truth to the squeaky wheel saying. But don't overdue it or be a pest. If you do, you will quickly become black-balled in the newsroom. You have to find that perfect balance between being aggressive and being assertive. If at first you don't succeed....well you know the rest! :)
Don't send out a generic email message or press release with the title: Grand Opening or New Business. That will most certainly hit the trash can. Instead, think BIG. Explain what makes your Grand Opening so unique. Is it the first of its kind in the area ? Were there any extraordinary challenges you had to overcome to make the grand opening a reality? Think about it. The more creative you are, the more likely you'll get the media's attention.
Secondly, be persistent with your follow-ups. There is some truth to the squeaky wheel saying. But don't overdue it or be a pest. If you do, you will quickly become black-balled in the newsroom. You have to find that perfect balance between being aggressive and being assertive. If at first you don't succeed....well you know the rest! :)
Saturday, January 12, 2008
Get a head start
Do you want to get a head start on your competition in the New Year? While your business counterparts are set to spend thousands of dollars in costly advertising campaigns, you can get yourself ready to spend NADA in free publicity this year. But in order for you to be a success, you have to do some legwork. The key to free publicity is knowing the media players in your local community or city. What is the contact information of all newspaper outlets, radio and television stations in your area? Who are the reporters there? Do you know what their special ‘beat’ is? How about their preferred method of being contacted, via phone or email? These are just some of the basic questions you should be asking yourself. Sounds like a lot of work, right? It may be...but trust me. Your bottom line with thank you by the end of this year !
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