Sassy Media Guru

How to Systematize Your Marketing and P.R.

2010-01-20T08:43:00.000-08:00

The first step to getting your marketing and public relations efforts down to a science is systemitizing. This may sound complicated but it will change things for the better and it really just comes down to getting organized and establishing a couple of things once so you can just plug in later.

Here are some basic tips and steps you can take to streamline your marketing and P.R. efforts, which ultimately is the most important thing you must do in your business.

1. Identify which tools you will use- All marketing tools work. They just don't work for every business model. So based on the type of business you have determine what marketing tactics and tools you will need and establish those all at once so that they are ready to go each time you sit down to market your business.

2. Create templates- If newsletters, press releases and articles are part of your plan, create templates that you can just plug into later. This will take some time the first time around, but then you'll have half the process done down the line.

3. Schedule your marketing time- You need to set aside some marketing time each day. This may be the biggest challenge for business owners. Most will market on a whim and that's when frustration happens. Marketing should be part of your daily routine and whatever tools you identify as part of your plan, must be put into use each day for at least 4 hours a day. I know that sound excessive at first. But you will see how your business changes when you apply this.

4. Create Campaigns Ahead of Time- When you define what you want to promote ahead of time, you will use your allotted marketing time more wisely. So sit down with a calendar and weave your campaigns and promotions into it. By doing this you will never miss a special holiday or event. You will know exactly when and how to prepare for product and service launches and most importantly you will be in front of your potential client at all times.

5. Be consistent- This is the kicker. I've seen many people do all of the above but without consistency. As a business owner, consistency in your marketing and P.R. will determine how serious you are about your business. It will also determine how much of a result you will get.

If you tackle all of the above you will surely see results. Keep in mind that some of the things you schedule may not work out or you may have to tweak things from time to time. Being flexible is also part of the marketing process. If you see something isn't working, change it. When you systematize your marketing even making changes is easy because just like you plug in you can plug something out and replace it with something else.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Julissa Fernandez, a.k.a "The Sassy Media Guru" helps women with service based businesses create bold, and engaging publicity to attract better paying clients while working less and enjoying it all. Get her Free tips by visiting www.sassymediaguru.com

Do You Consider Money to Be Evil?

2009-12-18T11:17:00.000-08:00

I just got an email from a mentor of mine (Mike Dillard) and what he shared was so valuable that I just had to share with my community.

I am so sick of hearing people say that Money is the Root of all Evil.
Or the "I'm going to get rich by having a slew of ignorant people doing as I say." This happens to be the mentality of many people looking to get rich today. I've heard it more than once and it's quite repelling to me.

But here's an excerpt from Atlas Shrugged (1957), Ayn Rand’s masterwork and last novel—is the brilliant dramatization of her unique vision of existence and of man’s highest purpose and potential in life.

Nothing I have ever read or heard has ever addressed the issue of "Money Perceived as Evil", better than this book, especially this excerpt! This is so worth your time to read. And if you agree with it, share it. This is right on the Money!---No pun intended! :-)

============Page 410 - "Atlas Shrugged"===============
"Standing unnoticed on the edge of a group, Rearden heard a woman, who had large diamond earrings and a flabby, nervous face, ask tensely, "Senior d'Anconia, what do you think is going to happen to the world?""Just exactly what it deserves."
"Oh how cruel!"
Don't you believe in the operation of moral law, madame?" Francisco asked gravely.
"I do."
Rearden heard Bertram Scudder, outside the group, say to a girl who made some sound of indignation, "Don't let him distrub you. You know, money is the root of all evil - and he's the typical product of money."
Rearden did not think that Francisco could have heard it, but he saw Francisco turning to them with a gravely courteous smile.
“So you think that money is the root of all evil? Said Francisco d’ Anconia.
Have you ever asked what is the root of money? Money is a tool of exchange, which can’t exist unless there are goods produced and men able to produce them.
Money is the material shape of the principle that men who wish to deal with one another must deal by trade, and give value for value.
Money is not the tool of the moochers, who claim your product by tears, or of the looters, who take it from you by force. Money is made possible only by the men who produce. Is that what you consider evil?When you accept money in payment for your effort, you do so only on the conviction that you will exchange it for the product of the effort of others. It is not the moochers or the looters who give value to money. Not an ocean of tears nor all the guns in the world can transform those pieces of paper in your wallet into bread you will need to survive tomorrow.
Those pieces of paper, which should have been gold, are a token of honor – your claim upon the energy of the men who produce. Your wallet is your statement of hope that somewhere in the world around you there are men who will not default on that moral principle which is the root of money. Is that what you consider evil?
Have you ever looked for the root of production? Take a look at an electric generator and dare tell yourself that it was created by the muscular effort of unthinking brutes. Try to grow a seed of wheat without the knowledge left to you by men who had to discover it for the first time.
Try to obtain your food by means of nothing but physical motions and you’ll learn that man’s mind is the root of all the goods produced and of all the wealth that has ever existed on earth.
But you say that money is made by the strong at the expense of the weak? What strength do you mean? It is not the strength of guns or muscles. Wealth is the product of a man’s capacity to think. Then is money made by the man who invents a motor at the expense of those who did not invent it?Is money made by the intelligent at the expense of the fools? By the able at the expense of the incompetent? By the ambitious at the expense of the lazy? Money is made – before it can be looted or mooched – made by the effort of every honest man, each to the extent of his ability.
An honest man is the one who knows that he can’t consume more than he has produced.
To trade by means of money is the code of men of good will. Money rests on the axiom that every man is the owner of his mind and his effort. Money allows no power to prescribe the value of your effort except the voluntary choice of the man who is willing to trade you his effort in return. Money permits you to obtain for your goods and your labor that which they are worth to the men who buy them, but no more.
Money permits no deals except those to mutual benefit by the unforced judgment of the traders. Money demands of you the recognition that men must work for their own benefit, not for their own injury, for their gain, not their loss – the recognition that they are not beats of burden, born to carry the weight of your misery - that you must offer them values, not wounds - that the common bond among men is not the exchange of suffering, but the exchange of goods.
Money demands that you sell, not your weakness to men’s stupidity, but your talent to their reason; it demands that you buy, not the shoddiest they offer, but the best that your money can find.
And when men live by trade - with reason, not force, as their final arbiter- it is the best product that wins, the best performance, the man of best judgment and highest ability – and the degree of a man’s productiveness is the degree of his reward.
This is the code of existence whose tool and symbol is money. Is that what you consider evil? But money is only a tool. It will take you wherever you wish, but it will not replace you as the driver.
It will give you the means for satisfaction of your desires, but it will not provide you with desires. Money is the scourge of men who attempt to reverse the law of causality – the men who seek to replace the mind by seizing the products of the mind.
Money will not purchase happiness for the man who has no concept of what he wants: money will not give him a code of values, if he’s evaded the knowledge of what to value, and it will not provide him with a purpose, if he’s evaded the choice of what to seek. Money will not buy intelligence for the fool, or admiration for the coward, or respect for the incompetent.
The man who attempts to purchase the brains of his superiors to serve him, with his money replacing his judgment, ends up by becoming the victim of his inferiors.
The men of intelligence desert him, but the cheats and the frauds come flocking to him, drawn by a law which he has not discovered: that no man may be smaller than his money. Is this the reason why you call it evil?
Only the man who does not need it, is fit to inherit wealth – the man who would make his own fortune no matter where he started. If an heir is equal to his money, it serves him; if not, it destroys him. But you look on and you cry that money corrupted him.
Did it?
Or did he corrupt his money?
Do not envy a worthless heir; his wealth is not yours and you would have done no better with it. Do not think that it should have been distributed among you; loading the world with fifty parasites instead of one, would not bring back the dead virtue which was the fortune. Money is a living power that dies without its root. Money will not serve the mind that cannot match it. Is this the reason you call it evil?
Money is your means of survival. The verdict you pronounce upon the source of your livelihood is the verdict you pronounce upon your life.
If the source is corrupt, you have damned your own existence. Did you get your money by fraud? By pandering to men’s vices or men’s stupidity? By catering to fools, in the hope of getting more than your ability deserves? By lowering your standards? By doing work you despise for purchasers you scorn? If so, then your money will not give you a moment’s or a penny’s worth of joy.
Then all the things you buy will become, not a tribute to you, but a reproach; not an achievement, but a reminder of shame. Then you’ll scream that money is evil. Evil, because it would not pinch-hit for your self-respect? Evil, because it would not let you enjoy your depravity? Is this the root of your hatred of money?
Money will always remain an effect and refuse to replace you as the cause. Money is the product of virtue, but it will not give you virtue and it will not redeem your vices. Money will not give you the unearned, neither in matter nor in spirit. Is this the root of your hatred of money?
Or did you say that it’s the love of money that’s the root of all evil?
To love a thing is to know and love its nature. To love money is to know and love the fact that money is the creation of the best power within you, and your passkey to trade your effort for the effort of the best among men. It’s the person who would sell his soul for a nickel, who is the loudest in proclaiming his hatred of money – and he has good reason to hate it.
The lovers of money are willing to work for it. They know they are able to deserve it.
Let me give you a tip on a clue to men’s characters: the man who damns money has obtained it dishonorably; the man who respects it has earned it. Run for your life from any man who tells you that money is evil.
That sentence is the leper’s bell of an approaching looter. So long as men live together on earth and need means to deal with one another – their only substitute, if they abandon money, is the muzzle of a gun.
But money demands of you the highest virtues, if you wish to make it or keep it. Men who have no courage, pride, or self-esteem, men who have no moral sense of their right to their money and are not willing to defend it as they defend their life, men who apologize for being rich – will not remain rich for long.
They are the natural bait for the swarms of looters that stay under rocks for centuries, but come crawling out at the first smell of a man who begs to be forgiven for the guilt of owning wealth. They will hasten to relieve him of the guilt – and his life, as he deserves.
Then you will see the rise of the men of the double standard – the men who live by force, yet count on those who live by trade to create the value of their looted money – the men who are the hitchhikers of virtue. In a moral society, these are the criminals, and the statues are written to protect you against them.
But when a society establishes criminals-by-right and looters-by-law – men who use force to seize the wealth of disarmed victims – then money becomes its creator’ avenger. Such looters believe it safe to rob defenseless men, once they’ve passed a law to disarm them.
But their loot becomes the magnet for other looters, who get it from them as they got it. Then the race goes, not to the ablest at production, but to those most ruthless at brutality. When force is the standard, the murderer wins over the pickpocket. And then that society vanishes, in a spread of ruins and slaughter.

Do you wish to know whether that day is coming? Watch money.
Money is the barometer of a society’s virtue. When you see that trading is done, not by consent, but by compulsion – when you see that in order to produce, you need to obtain permission from men who produce nothing – when you see that money is flowing to those who deal, not in goods, but in favors – when you see that men get richer by graft and by pull than by work, and your laws don’t protect you against them, but protect them against you – when you see corruption being rewarded and honesty becoming a self-sacrifice – you may know that your society is doomed.
Money is so noble a medium that it does not compete with guns and it does not make terms with brutality. It will not permit a country to survive as half-property, half loot.
Whenever destroyers appear among men, they start by destroying money, for money is men’s protection and the base of a moral existence. Destroyers seize gold and leave it to its owners in a counterfeit pile of paper. This kills all objective standards and delivers men into the arbitrary power of an arbitrary setter of values. Gold was an objective value, an equivalent of wealth produced. Paper is a mortgage on wealth that does not exist, backed by a gun aimed at those who are expected to produce it.
Paper is a check drawn by legal looters upon an account which is not theirs: upon the virtue of the victims. Watch for the day when it bounces, marked: Account overdrawn.
When you have made evil the means of survival, do not expect men to remain good. Do not expect them to stay moral and lose their lives for the purpose of becoming the fodder of the immoral. Do not expect them to produce, when production is punished and looting rewarded. Do not ask, ‘who is destroying the world?’ You are.
You stand in the midst of the greatest achievements of the greatest productive civilization and you wonder why it’s crumbling around you, while you’re damning its life-blood – money.
You look upon money as the savages did before you, and you wonder why the jungle is creeping back to the edge of your cities. Throughout men’s history, money was always seized by looters of one brand or another, whose names changed, but whose method remained the same: to seize wealth by force and to keep the producers bound, demeaned, defamed, deprived of honor.
That phrase about the evil of money, which you mouth with such righteous recklessness, comes from a time when wealth was produced by the labor of slaves – slaves who repeated the motions once discovered by somebody’s mind and left unimproved for centuries.
So long as production was ruled by force, and wealth was obtained by conquest, there was little con conquer. Yet through all the centuries of stagnation and starvation, men exalted the looters, as aristocrats of the sword, as aristocrats of birth, as aristocrats of the bureau, and despised the producers, as slaves, as traders, as shopkeepers – as industrialists.
To the glory of mankind, there was, for the first and only time in history, a country of money – and I have no higher, more reverent tribute to pay to America, for this means: a country of reason, justice, freedom, production, achievement.
For the first time, man’s mind and money were set free, and there were no fortunes-by-conquest, but only fortunes-by-work, and instead of swordsmen and slaves, there appeared the real maker of wealth, the greatest worker, the highest type of human being – the self-made man – the American Industrialist.
Until you discover that money is the root of all good, you ask for your own destruction.
When money ceases to be the tool by which men deal with one another, then men become the tools of men. Blood, whips, and guns – or dollars.
Take your choice – there is no other – and your time is running out."
==Ayn Rand - "Atlas Shrugged" : Pg 410 –>==

What is Working Today

2009-11-13T16:02:00.000-08:00

These days, getting results from your marketing requires more than just implementing a tight strategy. You've got to be on top of your game and be on top of the details as well as go back to doing things you didn't have to do last year.

By now, you are most likely aware of the importance of being visible. Of plastering yourself all over the internet (owning your name online), and being known in your circle of influence as the go to person in your line of work. But once you have established that, the question becomes: "how do I monetize my mission?"

The key is always having a call to action, an offering, and options for different types of customers that all need your service but at different levels.

Here are some things to keep in mind today when looking to close business deals:

1. Landing Pages- While landing pages are super effective, most people have caught on to the purpose of them and know that by signing on, they will eventually be asked to purchase something. Gone are the days where a simple opt-in page do the job. What seems to be working today are mini sites with offers on each page. So think about different levels of service you can offer and make those openly available.

2. The Follow-Up- For a long time, email follow-ups did the job. Today, picking up the phone is key. Start capturing phone numbers on the opt-in forms and contacting your leads personally. People are tired of the hype and are more skeptical than ever. Calling them directly and aswering their pressing questions is imperative at this time.

3. 1-800 Numbers- Giving your potential clients and customers the ability to contact you is really important. Many online marketers don't do this, so using this tactic will give you an added value. People miss personal connections. If you can use traditional customer service without being pushy, you will be way ahead of the game in closing business deals.

4. Target Market Research- There's a phenomenon right now with online marketing. With so many displaced workers turning to the internet to make some extra money, competition is bigger than ever. Researching your target market and knowing exactly what they want, how they want it, how much they are willing to pay for it is more important than ever. This has always been an essential factor in marketing that many business owners tend to skim over. In today's market it is more important than ever.

5. Websites That Work- A year ago, Marketing Guru's were telling us that website design wasn't important and that what really mattered was good copy. Today, what industry leaders are saying is that good copy must be accompanied by great website design. So do keep that in mind. Confusing websites don't sell, so steer away from lots of widgets and gadgets and instead focus on having a welcoming site with world-class copy.

Don't be overwhelmed by the changes. Remember that change is constant. The tactics will always be changing and adapting to them smoothly is what will keep you in the game. Stay informed, test, test, test, but do get creative in your offerings so that you always have potential customers on your conveyor belt.

© 2009 Synergy Communications, Inc.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it:
Julissa Fernandez, "The Sassy Media Guru" helps females with service based businesses create bold, engaging and sassy publicity to attract high paying clients while working less and enjoying it all. Get MORE and Better Clients NOW with her *free* special report by visiting www.sassymediaguru.com or www.synergycommunication.net.

"Attraction Marketing vs. Old School Marketing"

2009-10-12T15:08:00.000-07:00

We are living in the entrepreneurship era. The current economy, though volatile, is what some experts are calling the perfect storm. By having nothing to lose, thousands of unemployed and displaced workers are deciding to start their own business. This is a good thing. The question is: Who will make it?

Now, history has shown that persistence and perseverance will get anyone what they want. But there are those who seem to make it with ease, while others make it with a struggle. Marketing will be the number one tool in mobilizing your business toward success. That is a fact. And while there are many marketing tactics to choose from there is something that has become increasingly apparent and the shift is happening.

There is a new paradigm in how businesses market themselves. It's known as Attraction Marketing. This is where business comes to you as a result of positioning and a compromise to service vs. Old School Marketing which is all about hype, fear, Ra-Ra!, brainwashing and let me get a sale out of you approach. Those days are over. You can still get business with old school marketing tactics, for sure. But you will not build long lasting customer relations and in the long run, the cost of this type of marketing is a high price to pay.

Today's new paradigm is about establishing relationships. It's about making a commitment to be of service. With attraction marketing there will always be a win-win situation and both you, the business and the customer will achieve success. With this new paradigm, the principles of success remain constant. For example, you need to be focused, goal oriented, persistent and determined. What changes is your approach. Where you come from. It becomes imperative to review your approach across the board. Because marketing encompasses many things; see how you are positioning yourself and your business in your copy writing, your website, your advertising, even your appearance. But most importantly, how are you establishing relationships?

There's a psychological approach to this new paradigm. And it all comes down to analyzing how people see you. Are you being saucy, hype-based and inauthentic? People can read this and it's a repellent. Or are you being of service, information-based and authentic? Via this approach, people feel cared for as opposed to "pitched" to.

Entrepreneurial and Sales leaders within different industries have proven how this new paradigm made a huge difference in their bottom line. People like Bob Proctor (Self-Development), Kandee G (Real Estate Sales), and Ali Brown (Marketing) have all given testimony about how business changed when they became of service rather than sales.

Ask yourself today: How can I be of service? How can my business help other people? Why is my product/service beneficial for someone and who is that ideal person? Once you have answered these questions market your business from this place and see how you start to attract business with the right people.

© 2009 Synergy Communications, Inc.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it:
Julissa Fernandez, "The Sassy Media Guru" helps females with service based businesses create bold, engaging and sassy publicity to attract high paying clients while working less and enjoying it all. Get MORE and Better Clients NOW with her *free* special report by visiting www.sassymediaguru.com or www.synergycommunication.net.

Why Every Business Needs An Online Marketing Strategy"

2009-09-18T11:31:00.000-07:00

The numbers are staggering. The Internet is replacing other media platforms and if you don't think so; check out these numbers:

According to Internetworldstats.com in June 2009 there were well over 1.65 billion Internet users in the world. Asia, Europe and North America are the top 3 Internet users followed by Latin America, Africa, Middle East and Australia.

Who's using it? In the U.S. alone, according to Pew Internet & American Life Project: 80% of Generation X (Internet users ages 33-44) buy products online, compared with 71% of Generation Y(Internet users ages 18-32). 38% of online teens buy products online, as do 56% of the Silent Generation (Internet users ages 64-72) and 47% of the GI Generation (Internet users age 73 and older).

Stick with me here. We've got the usage numbers. Now check out the trends:

Facebook has 200 Million Members.
YouTube visitors are viewing 13 Billion Videos a month.
LinkedIn has over 15 Million Business people networking.
Twitter is growing at over 40% a month.
Digg and Delicious are driving millions of visitors to websites every month.

Now, with these numbers, ask yourself: "might my target market be out there somewhere?" I would say Absolutely!

The beauty of attracting your target market via online marketing is that its extremely cost effective, you have the ability to target them by the many as opposed to 1 to 1, and if you do things right, you can position yourself as a leader in your industry in no time.

So no matter what business you are in, chances are your target market is searching for that information, product or service online. Find out where they are and show them the value of what you offer..

© 2009 Synergy Communications, Inc.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it:
Julissa Fernandez, "The Sassy Media Guru" helps females with service based businesses create bold, engaging and sassy publicity to attract high paying clients while working less and enjoying it all. Get MORE and Better Clients NOW with her *free* special report by visiting www.sassymediaguru.com or www.synergycommunication.net.

"Who Said You Can't Be Creative In Business?"

2009-09-04T12:03:00.000-07:00

Creativity is the engine that keeps us moving forward in our business. Some have thought that creativity should be left to artsy people and that it's not for everyone. That is a huge fallacy. Every time you think about new ways to generate more business, get known, offer a better service, you are being creative.

Creativity is best tapped into when we are inspired. When we love what we do and we are determined to be great at it. Then we start getting really creative.

Daniel Pink, author of "A Whole New Mind" says the era of "left brain" (logical and theoretical) dominance is giving way to a whole new world in which "right brain" (artistical and holistic) abilities will make a difference in who gets ahead and who falls behind. Now the argument of this book may be a stretch for some. But the concept of using the brain as a metaphor for understanding where we are headed is fascinating.

You are creative. And have always been and will always be. It's part of our human condition. But many of us have been taught to control our creativity and develop the more logical side of ourselves. That has created a generation of success for sure. But now we are being encouraged to consider blending in that logical side with some creativity. The results can be astounding because when you do that, you come from a place of authenticity. When you do that, you stand out. When you stand out you shine for being in your element.

Here are some ways to spark your creativity:

1. Make time to get creative. This can be different for many people. It may be a walk, meditation or your shower time. But create space for ideas to flow.

2. We all have moments where the creativity is just overflowing. Sometimes we call it insomnia, or anxiety. At these moments, take a notebook or some paper and write it all out. Jot down every idea that comes to mind no matter how crazy it may seem. You'd be surprised what come out of these notes.

3. Creativity is about being curious, observant and probing. Make a habit of always being willing to look at situations outside of the box and asking yourself: "what if I did this...?"

4. Don't get stuck on doing the same things all the time. Change up your routine, push yourself through your own boundaries. Amazing things start to come up when you realize you can do things differently.

Creativity will always be a part of you. Make good use of it and see how thinking differently can bring you life altering results in your business. Think about this:

If you aren't different and innovative and bringing a fresh perspective, why would someone do business with you instead of someone else?

© 2009 Synergy Communications, Inc.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it:
Julissa Fernandez, "The Sassy Media Guru" helps females with service based businesses create bold, engaging and sassy publicity to attract high paying clients while working less and enjoying it all. Get MORE and Better Clients NOW with her *free* special report by visiting www.sassymediaguru.com and www.synergycommunication.net

"Marketing When You Have No Budget "

2009-08-30T23:20:00.000-07:00

I see it time and time again. Businesses bankrupting themselves with expensive advertising and marketing schemes instead of using low-cost or no cost methods. It is possible. The catch here is that it will take some work. Seeing results depends on that.

Dan Kennedy, one of my favorite marketing experts in the country shares a story about a pair of cufflinks his father use to wear when he was a child that had raised gold letters that read: YCDBSOYA. The letters stand for:

You Can't Do Business Sitting On Your Ass

I love this, because it's not sugar coated. It's the truth. Many business owner think that by just having a product or offering a service they're good to go. The thought process usually goes a little like this: "I'll buy some leads and I'll be set. I'll advertise on the most popular publishings and I'll be set. I'll pay for a commercial and I'll be set. I'll get a really cool flashy website and everyone will be interested in my services!" They spend the money, see no results and then they are desperate and on the verge of failing and some do have to quit the business.

You can get big returns and see results without spending too much money, but it will take some work and it needs to be applied consistently over a period of time. Here are some ideas to get you started:

1. Use the Phone, Then Follow Up- when people call you make a habit of capturing all of their contact information and follow up either through mailings or an email newsletter.

2.Be a Shameless Self Promoter- Use every outgoing piece of paper, and every electronic document and email as a business promotion.

3.Spend some time online- promote your business by posting information in places where your target market hangs out.

4. Position yourself as an expert in your business and write articles related to that expertise.

5. Offer something for free. This hooks your potential client, and they'll feel like you've offered value before you've done business.

6. Visit your community businesses and residents personally. Introduce yourself, ask about their interests and make connections.

These tactics alone can represent results if you make them part of your marketing system. Then when you've built momentum, and cash starts flowing, then and only then should you invest in higher priced advertising.

© 2009 Synergy Communications, Inc.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it:

Julissa Fernandez, "The Sassy Media Guru" helps females with service based businesses create bold, engaging and sassy publicity to attract high paying clients while working less and enjoying it all. Get MORE and Better Clients NOW with her *free* special report by visiting www.sassymediaguru.com.

Using Social Networks To Market Your Business

2009-08-21T10:14:00.000-07:00

"Using Social Networks To Market Your Business"

I'm sure by now you've heard about social media sites like Facebook, Twitter, LinkedIn and Myspace. What business owners are still not fully grasping is how these networks can be of benefit to them in their business.

First, lets define what social networks are meant to be. If you go to google and type in Social Media Networks one of the top search results will be Wikipedia's definition of these:

Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction with technology, transforming broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

Marketing is all about getting people to know you, like you and trust you so that then they can buy from you. It's all about being magnetic.

People are tired of being sold to consistently. As a business, you want to consistently communicate the values you represent. Not the value of your product and services but the values about your brand that will generate interest, conversation and following. A practical way to apply this is to think about a couple of ways you can add value to a potential prospects life, without selling to them.

Think about the concerns, worries or interests of your target market and generate conversations that address these issues.

Here are some additional tips when using social media for business:

1. Use a professional picture. Part of making connections is your image.

2. Don't spam. Again, people want value. If you connect and constantly bombard people
with sales and pitches and unwanted info, chances are you will lose them.

3. Steer away from posting offensive information and material and tell your friends and family to refrain from posting such material as well. (You can also use the privacy settings available to control this.)

4. Be authentic. Nothing is more magnetic than authenticity. While you generate valueable info, also share personal things that can be motivating and insightful. People will appreciate this.

5. Embed your social media links to your email signature.

6. Use it consistently. You should schedule in at least 1 hour of social networking per day. It's a time investment that will be totally worth it.

Here's one final tip. You can integrate some of your social networking accounts so you're feeding all of them through the use of only one. That will save you lots of time and help position you as a go to person, which ultimately is your goal if you are using these networks to market your business.

© 2009 Synergy Communications, Inc.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.julissafernandez.com and http://www.synergycommunication.net/

How to Get Free Media Coverage

2009-08-17T06:19:00.000-07:00

There is no question that media coverage will boost business for you. It's a proven way to put your business in the spotlight in a major way. A perfect example of marketing 1 to many, which if you know my teachings, you know is the ideal marketing model. Media coverage will also:

Raise your public profile.
Improve your credibility.
Establish your authority.
Generate new customers.
Make it easier to convert prospects to customers.

Getting your product or service in the media has it's process and that's where many small business owners get stuck. They don't know how and they don't have the budget to hire a public relations firm which can get pretty expensive.

The good news is that doing your own publicity is very doable. In fact, it's quite easy. You just have to know the steps, plug into it, and work it until you get the coverage you are looking for.

Here are the basic steps to getting free media coverage for your business:

1. Identify the media venues (print or broadcast) that your target audience is most likely to consume. For instance, if your product is for women you want to target programs and publications watched and read by women.

2. Contact the Producers and Editors of these identified venues. This is easier than ever. Every publication and program has a website with contact information. So look that up and ask for the key person you are looking for by department or segment and get that persons contact information so that you can start calling them and sending them information.

3. Send consistent press releases that are very catchy and even SEXY! I call press releases the necessary evil. Producers and editors get so many of these a day, that many get tossed. However, it's also what needs to be sent out consistently to create a buzz about your product or service. The key is making it so catchy and sexy that it's irresistible and provides valuable content to the producer. I use "sexy" because the media loves "sexy". So find creative ways to hook them by pitching your story with a "sexy" tip.

4. Position Your Business Virally- The best way to hook the media is by being everywhere. Today, that is extremely easy with all the tools available with the internet. So position your business on the social networks, write articles and publish them online, put up videos on Youtube, and blog away. When you contact producers with your press releases, if they go on to research you and find you all over the net, you are more likely to be considered.

5. Have a Media Kit (online version works!) Websites have become the new media kits. If you have a page with a picture of you and your product, great content, articles and credentials, then you are set to go. Having a conventional media kit (a package you send out) is still great to have but if you don't have a budget to get it done yet, your website can do the trick.

6. Be consistent. Like everything, getting on the media takes time. Working on your publicity everyday will get you the coverage eventually. And the best part is that once you get on, you have already established a relationship with key people who will continuously help you get more media coverage throughout your business.

If you want media coverage for your business do not fall into the trap of believing it can't be done without a publicist or agency. Believe it or not the media needs you. So come up with the value in your product, spin it into a story and start working the system.
See you on TV!

© 2009 Synergy Communications, Inc.

WANT TO USE THIS ARTICLE IN YOUR EZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.julissafernandez.com and http://www.synergycommunication.net/

"How to Design Your Authentic Business Brand"

2009-08-07T09:40:00.000-07:00

Branding is yet another necessary element to every business that is almost always overlooked by small business owners and solo-professionals. Most people believe branding is for big companies. But the truth is that even if you haven't consciously designed your brand, your business has an essence and you are putting that essence out there consistently. So why not do some identifying and analysis once to become clear about what you intend to project with your business. It can make a huge difference in the type of people you attract into your business and how the market reacts to you.

There's a new paradigm in marketing called "attraction marketing". The days of hype and hard selling, shouting, and pressure are over. A good brand design allows your business to target its market authentically. And now more than ever, people (the market appreciates that). Defining your brand allows you to steer your potential customers away from their "pre-conceived notions" (they are always incredulous), and makes emphasis on the importance of understanding your ideal customer, making you incredibly irresistible because you are coming from a place of authenticity. This type marketing is especially important for solo-professionals because "you" are the business.

When a business owner comes from a place other than just making a sale, customers are magnetically drawn to you. That is what designing an authentic brand is all about. It's defining your core values in a such a way that it will set you apart from your competitors. It's not just about portraying a pretty picture to the outside world it is about portraying the uniqueness and diversity that you possess. Once you have defined these values, they are what you use to guide your business.

Here are 6 Steps to designing your authentic business brand:

1. Begin with the end in mind. Know where you are going. In order to take the right steps toward success, you must have a clear vision of what your goals are. From here
you build up your brand.

2. Identify your unique qualities. Being authentic means knowing yourself and communicating that to the world. Forget about portraying something you are not in the hopes that you will be liked. It won't work. Instead, be bold and true to the characteristics that make you who you are. These qualities are what make up the essence of your brand.

3. Identify your target market. Knowing who your ideal market is allows you to craft your message from a place of understanding. If you understand your market, they will be attracted to you.

4. Package your brand. Once you know what you are all about and who you are all about, create your brand features. Prepare a brand statement and tag line that consistently tells people what you are all about and present it all with an image that is consistent with that. If you are about innovation and power and are packaged in a conventional and dull fashion, you are not being authentic.

5. Know that your brand is connected to everything you do. Your brand is your business personality. You can never set it aside. How you dress, project yourself, communicate, show up and what you carry with you says everything about your brand. Make sure there is consistency at all times.

6. Evaluate your progress. When you have positioned your brand and it has become recognized by your market, continually evaluate what is and isn't working for you. Successful businesses continually work on their brands so that it is of importance and value to its target market.

Remember that designing your brand is about setting the stage for how people consider you as opposed to someone else. And even if you don't care about branding yourself, your brand is already there. It's a part of you. So become aware of that. Identify the essence of all that is already there and let it be teh guide for all you do and create in your business.

The Value Factor and 3 Ways You Can Build Your Business With It

2009-07-09T08:56:00.001-07:00

People Want Value. In business the underlying element behind all decisions is "what am I getting out of this?" In building your business your ultimate goal is selling but before you get there you need to get people to trust you. The way to do that is by offering great value.

This applies all across the board. Your paid products and services have to be highly valuable in order to have repeat customers and great referrals but it is by offering value before the sale that you will establish a tremendous platform for future success. The Value Factor is what will make people trust you so much they can't wait to do business with you.

Here are 3 ways you can build your business with The Value Factor:

1. Information
Everyone needs information. It's the # 1 seller of all things. If you can offer people highly valuable information that will help them in any aspect of their lives, they will highly appreciate it, remember you for offering it, and bang! you've established a relationship. So find ways to offer your potential clients and anyone you meet great information before you get to selling them.

2. Referrals
Offer other business owners client referrals, or even product referrals and again, see how much they appreciate it. This will make them feel cared for. In business, it is the business community that lends a hand to eachother the most. Entrepreneurship can be a lonely place. Non business owners don't understand how we think as entrepreneurs. But we definitely understand eachother. So helping your fellow entrepreneurs can help open doors in your business. If we all think like this we can work miracles. Position yourself as a someone who can help others grow by going above and beyond your product and service.

3. A Free Consultation
Give your potential clients a taste of your service. If you have a product, give them a sample. This allows them and yourself to see if you're a good fit for eachother. But also you are giving them time, product and service before you sell them. This makes them feel cared for, appreciated and starts to establish trust. This is also your opportunity to shine and show them why they need you.

Remember, in business being of service is what will create ongoing business success. Find out what your market and community wants and offer them so much value you think you're offering too much. With time you will see how effective this is in building your business network.

© 2009 Synergy Communication, Inc

Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.julissafernandez.com and http://www.synergycommunication.net/

9 Tips for Successful Business Networking

2009-06-26T11:43:00.000-07:00

Networking is one of the most powerful free marketing and publicity tools available to business owners. It is a great opportunity to position yourself as an expert and start creating a buzz for your business. But effective networking requires some key habits you need to start putting into place if you want it to bring you results. Otherwise, you will be spending lots of time and energy.

It's easy to confuse networking with socializing. The difference is networking is done for a business purpose. Socializing is done for fun. And while, I believe networking can be fun it should not be taken as an opportunity to trash yourself and become a party animal. It should also not be the place to hide behind tables and in corners.

Here are 9 tips to help you achieve successful business networking:

1. Go to events and groups where your target market is present.

There is no sense in going to events full of people not interested in your help.
Ask yourself before attending any networking event or group "does my target
market hang out here?" If the answer is no, skip it. If it's yes, be there consistently.
This should be considered before joining any paid organizations and chambers as well.
For example, I recently joined my local chamber of commerce. Before I signed up I did my
homework and found out that out of 600 members one third of them are in my target market.
That's 200 people I have access to and if we just consider 1% of them being my clients that's 20
potential clients. So was it worth joining my chamber? Yes!

2. Set an intention. Decide what you want to achieve at each event.

Before entering any event set an intention for what you want to achieve and
who you would like to meet. Being clear on this makes it a lot easier to attract
the circumstances you want and have people at the event help you as well. Don't
be afraid to know what you want and ask for it. You'd be amazed at what will come to you
when you put this into practice.

3. Be authentic.

There's nothing more repelling than an inauthentic person. Hype and arrogance can be detected a mile away. And part of networking is creating relationships and alliances. When you are not being authentic people catch the vibe and will not be interested in knowing more about you or helping you meet other people. Be yourself. This has a lot to do with believing in what you do and loving it. If you don't, chances are you will be perceived as trying to beat people over the head with a sell. That's not working so much these days. So definitely be yourself; be real.

4. Offer Value.

When you are networking it's easy to get really into "your story". But the truth is people really want to know what it is you offer that will help them solve their problems. So identify 3 really valuable things you can offer people that are free and offer it to them. Offer so much value that you think you may be offering too much. People appreciate this and this establishes relationships. This is part of creating ongoing relationships and not just one time sells. You want your clients to be with you forever and it starts with offering value to them before they become your clients.

5. Don't hard sell.

The days of the hard sell are over. People are tired of being sold to in a hyped-up, rushed manner. So avoid this at all costs when you are attending networking events. If you are at an event where you are given the opportunity to promote something, go back to offering value and offer something for free. I recently attended a networking event where I was asked by the organizers to promote my workshop to it's guests. Well, of course I jumped at it but I offered anyone who signed up for my workshop a free 1 hour coaching session with me. Do you think people were interested? Absolutely!

6. Listen.

Again, networking is about making connections with people. And you won't make valuable connections if you're yapping away the whole time about you, you, you. Listening is a very important part of communicating. And just like value, people appreciate being listened to. So make a habit of this and while in conversation with people always ask open ended questions where people are telling you more about them, making them feel your interest. There's an anonymous quote that says: "Listening is a magnetic and strange thing, a creative force. The friends who listen to us are the ones we move toward. When we are listened to, it creates us, makes us unfold and expand." Powerful truth!

7. Position yourself as the "Go To" person.

Take advantage of networking events to position yourself as a "go to" person in your field. You can do this by offering testimony of your results and offering people client referrals. The key is to be a valuable source for people. Make them feel like they need to have you as a contact. Be it for your services or anything else. They say every person you meet knows an average of 250 people. So you want to keep people coming to you because each person you have as a connection, represents another 250 people you can connect to.

8. Be very clear about your services and what you do.

Your elevator pitch is extremely important. It should be about 11 seconds long, catchy and memorable and tell people how you can help them. If it doesn't fit into that formula, you lose people.

9. Follow thru quickly.
Do you find yourself collecting business cards and throwing them in a drawer or on top of your desk? Then you are throwing business in a drawer. Make a habit of following through within 24 hours of meeting someone. And when you connect acknowledge something personal about them or something about the conversation you had with them the day before. This will make people feel special and more likely to keep connecting with you.

Making a habit out of all of these tips will surely make networking more effective even if you hate networking.

© 2009 Synergy Communications, Inc.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.sassymediaguru.com/ and http://www.synergycommunication.net/

How To Position Yourself As an Expert

2009-06-05T10:48:00.000-07:00

Positioning yourself as an expert is what will give you credibility. It will make your customers respect you and keep following you. However, many business owners shy away from claiming their spotlight as an expert because of fear.

Interestingly enough, when you ignore your fear and step up, you will be surprised at how much people will appreciate the information you have to offer as an expert in your field. Here are a few ways you can start claiming your spotlight:

1. Writing is Imperative
The number one way to position yourself as an expert is to write. Write about things that show you know your stuff. Offer tips, advice, and how to's. Using catchy headlines will grab your readers attention and breaking it down into easy steps will keep them wanting more. You may think writing isn't your thing. But trust me when I tell you, you won't be writing for a Pulitzer. You just want to get into the habit of giving your audience useful nuggets of information to establish trust. You can start with a blog or a monthly newsletter. But start now!

2. Toot Your Own Horn!
Own your expertise and tell the world about it. If you don't, who will?
Constantly telling your clients or potential customers about your skills and expertise is called self-promotion. When in business for yourself, you are responsible for moving up. There's no boss to recommend you or decide if you get a promotion. Now, that pressure is all on you. So don't be afraid to share your strategies and know how's. It will only help you and show confidence at the same time.

3. Get Personal
Now more than ever the amount of information available is downright overwhelming. What will keep customers coming to you is your personality, your stories. People love stories. Sharing your personal stories will make you more human and nothing beats the human connection. Remember, your story is what makes you unique. Let everyone in on that. Stories also establish credibility. When you tell someone how you did something in your own business or personal life, it show them you've been there, done that!

Here are some additional ways to position yourself as an expert:

Interview other experts.
Be interviewed by an expert.
Ask your clients for questions and answer them.
Read a book and write your opinion on it.
Bought an info product? Write a review on it.
Comment about things going on in the news that may be relevant to your industry.
Speak at workshops and seminars.

These are all ways that will surely catapult you into the spotlight as an expert in your field.

© 2009 Synergy Communications, Inc.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.sassymediaguru.com/ and http://www.synergycommunication.net/

10 Powerful Ways to Boost Business with Free Publicity

2009-05-22T11:53:00.000-07:00

I know many small business owners and solo professionals get baffled by the word publicity. Many think its not for them. But publicity is for everyone. Why? Because publicity is about creating a buzz about you and what you do.

There are many ways to do that, but here are 10 powerful ways to use free publicity tactics to generate the buzz:

1. Commit to Serving
Service is the key to success. Make the focus of your business the delivery of great service and clients will be engaged to pay you to resolve their challenges.

2. Lots of Value=Testimonials
Offering great service and results will automatically give you the authority to ask for testimonials and use them to celebrate the value you offer your clients.

3. Craft Your Message
Know exactly what it is your company offers and delivers, what sets you aside from the rest and deliver that message consistently. Make that message stand out in your verbal and nonverbal business communication. Be prepared to toot your own horn at all times!!

4. Create a Memorable Bio
Don’t be afraid of being fabulous and stating it. Declare your expertise and specialties in a likeable, respectable yet authentic way. This will serve you greatly in your business.

5. Deliver Newsworthiness
Make a habit of finding the newsworthiness of your activities, events and offerings and announce it thru a well written press release that hooks the media.

6. Deliver an Info-Healthy Ezine
Email newsletters position you as an expert and are a proven lead generation technique. This is also a way to increase the value you offer your customers.

7. Be Magnetic-Get Involved
Publicity is all about being in the spotlight. The best way to do that is to get involved. Be passionate about what you do and show it by getting involved in organizations, events and movements that prove you are a person of action.

8. Step out in a Big Way
Host webinars, teleseminars, workshops and seminars and share your expertise with clients, prospects and reporters. This is an instant business booster and delivers expert status to you and value to the audience.

9. Leverage the Different Types of Media
Its not just print and broadcast anymore. Promote yourself via social networking sites, craigslist, online video sites, blogs and internet radio show.

10. Write Regularly
Identify local, trade and national business media outlets where you can deliver informative articles. Blogging is also a great way to provide information and start owning your name on the web.

Remember, publicity is not a one shot deal.

Implement all these tactics consistently and over time you will enjoy the rewards of having all of these activities in synergy.

© 2009 Synergy Communications, Inc.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.sassymediaguru.com/ and http://www.synergycommunication.net/

Want to be on Oprah? You better have a Plan or Ask KFC

2009-05-07T17:39:00.000-07:00

For business owners who are anxious to be on Oprah, pay attention to what happened this week and prepare to get into gear, if you are serious about being on her show.

This past Tuesday, Oprah announced a 24 hour KFC meal promotion to the entire nation---not just her studio audience. It was the publicity moment KFC dreamed about. In an effort to promote their new grilled chicken product, they launched this very aggressive publicity campaign in non other than the Oprah show, offering the entire nation a free complete meal. Coupons were available on the Oprah website for 24 hours and if you tried getting coupons---like me---then you know everyone was jumping at that offer. It was impossible to download.

However, there were those who did get their coupon and now KFC's publicity dream moment has become a nightmare. Why? Well, reports across the country say many KFC's ran out of chicken and some outlets began to turn people away leaving some customers disgruntled.

Now, the KFC public relations team is working hard behind closed doors, planning some damage control.

This is an excellent example of what being on Oprah can represent for a business. If a company with the resources of KFC can fall into the trap of good publicity gone bad----so can a small business.

So what can you learn from this? Prepare, prepare, prepare!

I know Oprah is nirvana for publicity seekers. But, it's a big step. If you want it, be prepared to deal with what will come to you after an appearance on her show. Getting on takes preparation, but when the spotlights go off, that's when the real work will begin for you my fellow business person.

Before going on her show it's all about your packaging and having the right message. Oprah guests are for the most part beatifully branded and when the go on, they are sharp looking and their message is tight.

After being on her show, it's all about living up to that brand you presented.

Make sure you can do that or your publicity can go sour.

© 2009 Synergy Communications, Inc.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.sassymediaguru.com/ and http://www.synergycommunication.net/

Build Your Marketing Plan Around Publicity

2009-05-01T17:41:00.000-07:00

Marketing and publicity plans should not be separate activities. They go hand in hand.
When you put together your marketing plan there needs to be a publicity component included.

I call it the "baking powder". You may be wondering: "what the heck is she talking about?!?!?" Well, I love metaphors so I will use a baking metaphor for this.
Imagine you are going to bake a cake. You have all the ingredients for the cake and a recipe to follow. Right? Well in business, the cake is the "increase" in your business. It can be profit, leads, recognition, sales, etc. And we all want the cake, that's for sure!

Your marketing plan is the recipe for that cake and the baking powder is THE ingredient that will make your cake rise as opposed to staying flat and stubborn. You can bake a cake without the baking powder but if you know a little bit about baking, you know that will give you a flat cake. It may taste great, but it will sure be sad looking.

Apply this to your business. You can prepare your marketing plan, but if you don't use publicity as a way to make your business "rise" to the occasion, you will be stuck with a great plan, product or service that no one or very little people know about. Your business will seem flat and sad. Chances are you don't really want that. So why not prepare to have your cake and eat it too!

Planning both will also allow give you an advantage with time and budget. Penciling in publicity costs will allow you to stick to publicity approaches that fit your budget and goals. It will also allow you to schedule your campaign with enough time to roll out an effective one. Remember publicity has its process.

So your marketing plan is essential but if it doesn't include publicity it will fall flat.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.sassymediaguru.com/ and http://www.synergycommunication.net/

Using Conscious Publicity

2009-04-12T16:27:00.000-07:00

Lots of people cringe when they hear the word publicity. Yet, it is used by business people everyday. The question is: are they using conscious publicity?

I have realized through time that publicity seems like a big word for people in business. Many times a big word with many misconceptions that steer business people away from what I call conscious publicity, not realizing that they use many publicity tactics on a daily basis.

Publicity is about putting yourself and your business in the spotlight--any spotlight--and telling a specific audience the who, what and why of your service. As a business owner chances are you do this everyday. However, conscious publicity is about doing it effectively and with a plan. It is about implementing a publicity plan that is focused and with a purpose. In order to do that you need to realize that publicity is not a stranger to you and it is not far fetched.

Here's a simple way to see it. View publicity as a big umbrella that covers a bunch of different techniques and tactics. You will start implementing all the tactics under this umbrella as you need them. These tactics are what will position you as an expert in what you do. The grip that keeps that umbrella in balance is your MESSAGE. The secret to conscious publicity is honing in on your message and being consistent with it.

Think about what you are communicating about your business all the time. If its all over the place bring it all to one place. A place of value and service. Your message is about telling others what is the increase you offer, the value in it, and why it's different from everything else out there. Once you can develop that message and communicate it verbally and non verbally, then you will be practicing conscious publicity and it won't be such a foreign thing any longer.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.sassymediaguru.com/ and http://www.synergycommunication.net/

Identifying Target Market Crucial in Today's Economy

2009-03-26T08:47:00.000-07:00

It's what most people in business ignore. Identifying their target market.

It has always been a key factor in the marketing process but in today's tough economic market if businesses aren't laser targeting their ideal clients, they may be facing some serious trouble.
Assuming that everyone will be interested in your product and services is a deadly business mistake. Honing in on your ideal client will make attracting them much easier and if you are delivering quality then perhaps those outside your ideal market will venture into investing in you.

So how do you determine who your ideal client or customer is? It's actually very simple. Just answer a few questions that will help you describe that person. For example, don't just think "women". Which is what most people do. Instead, ask yourself: how old she is? What car does she drive? Is she married? Does she have kids? Is she in business for herself or does she work for someone else? How much does she make?

You will always be able to service people who fall out of this description but as a business owner you want to know exactly who you are reaching out to. By knowing this information you are most likely to get it.

Once you have identified your target market you want to find out what their needs are. This tends to be mistake number two. A wonderful idea is awesome. But if there isn't a need for it, then it's bust. One of the ways to determine what your target market needs is looking at your competition and other businesses that target your same market. What are they offering and how can you up that with value and fill in the missing links?

By asking yourself these fundamental questions and doing some research you can really avoid running around in circles later on trying to sell something to someone who isn't interested. That is particularly the case today, where people are thinking twice about where to put their money.

Once you have identified who your target market is and what their needs and wants are, then its all about the marketing. Your number one goal is to capture this market and keep them coming back to you.

© 2009 Synergy Communications, Inc.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.sassymediaguru.com/ and http://www.synergycommunication.net/

Social Networking- The New Publicity Technique Some Are Still Resisting

2009-03-11T15:19:00.000-07:00

If you haven't found out yet, the Public Relations world is changing and if you want to be on top of your game then I suggest you get on the bandwagon of new publicity techniques that are rocking the PR world.

Yes, mainstream PR is still booming. But now we have social networking becoming ever so popular and might I say very effective!

I attended a recent meeting at a specific South Florida Chamber of Commerce and was shocked to find out how resistant many business owners are to the use of these platforms such as Facebook, LinkedIN, Myspace, and Twitter to name the most popular.

In today’s economy it’s those who implement new ways of marketing themselves and their businesses that will make it thru the slump.

So I ask, why shy away from using these new emerging media networking platforms to promote yourself?

I've been hearing a lot of "I don't like to put myself out there" and "Oh, I'm not internet savvy" and "I'm a little intimidated by all this new stuff".

Well, I will say this: This is not a time to be afraid of any new emerging platforms that can increase your exposure and ultimately bring you more business. This is a time to learn and adapt to new ways of doing business. We're entering a new world and with that comes a new way to do business.

Social networking websites are changing the way people do business and this is only the beginning. So if you aren't already participating in some type of social networking I highly suggest you do so TODAY!

C'mon, don't be afraid. Take the first step to more spotlights on you!

© 2009 Synergy Communications, Inc.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.sassymediaguru.com/ and http://www.synergycommunication.net/

Publicity on the Internet Part 2

2009-03-11T13:49:00.000-07:00

Part 1 of this article showed you how the internet has great platforms to generate publicity for yourself and your business.

In this second part I will show you specific things you can do with each platform to start creating visibility for yourself.

Lets begin with Blogging. Anyone can have a blog. It is easy to manage, it's free and it's a sure way to start getting picked up by search engines. There are many blog services out there such as blogger.com (owned by google) and Wordpress. Open an account with any of these services and start writing about your topic. You can have a personal blog where you write about anything you want or you can have a blog about topics having to do with your specific market. The key here is to just start writing. And it doesn't have to be everyday but it should be consistent. The more you blog the more you will be picked up by the search engines.

Article Submissions- This is another fantastic way to generate publicity on the internet. It positions you as an expert, if you are interesting you can create a buzz, and it's a way to take people to your website. Again, just like blogs, there are tons of article submission websites. Some are free, others have a nominal fee. Submitting to these sites will also have you picked up by the search engines and therefore generate further visibility for yourself. Remember to have a signature that leads people to your site.

Internet Radio- This one is my favorite. Anyone can have their own radio show these days. And this works just like a blog. You can create an account at BlogTalkRadio.com, for example, and start a radio show immediately. You do not need any special equipment. All you need is a computer , a phone and your expertise. Write up a good intro, outline a good show filled with valuable information, line up some guests to interview, and have an awesome show! Within minutes of finishing your show it is available for others to listen to and your profile at this platform is also picked up by search engines. Once again, generating visibility. Creating a buzz.

Social Networking- This platform is huge and only growing. This is the publicity tool of the future and is quickly becoming the new way to do business. There are a swarm of social networking sites out there. I will name a few of the most popular. Facebook, MySpace, LinkedIn, and Twitter are all free services that allow you to network with others in a virtual manner. Thru these sites you can post pictures, articles, link your blogs, post your website links and call people to action. If you aren't a member of at least one social network you are wasting valuable publicity time.

I know this can all sound a bit overwhelming at first. But these are all highly effective and FREE tools to start putting yourself and your business out in the spotlight. So start with one and slowly move to the next platform. But do it nonetheless. It works!

© 2009 Synergy Communications, Inc.
Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.sassymediaguru.com/ and http://www.synergycommunication.net/

Publicity on the Internet Part 1

2009-01-24T11:49:00.000-08:00

The internet has become the new media of preference to generate publicity and visability for you and your business.

By using it to generate a presence and create a name for yourself you are accessing the world and its current 1.4 billion internet users according to internetworldstats.com. That is one hell of a market to have access to 24 hours a day, from the comfort of your home, and you can access it immediately if you want to.

Another wonderful benefit of using the internet is that you put yourself out there through the different methods available and people find you. Traditional mediums such as TV, Radio and Print, take a bit more homework, time and targeting to land. While internet publicity requires that you target your market as well---all marketing methods require this---on the internet, platforms that provide you with the free publicity you want aren't industry targeted. They exist so that your target finds you.

So just what are these publicity providing platforms on the internet?

Blogs
Article Submission Sites
Internet Radio Shows
Social Networking Sites

Using these platforms is a sure way to position yourself as an expert in you niche, create more visability for yourself, generate leads, and ultimately more sales.

In my second part of this article I will let you in on specific things you can do within each platform so you can start generating internet publicity.

Stay tuned.

© 2009 Synergy Communications, LLC.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Business Communications Coach and Consultant. To learn more visit: http://www.sassymediaguru.com/ and http://www.synergycommunication.net/

Why Hire a Media Coach?

2009-01-18T14:36:00.000-08:00

Hard rolling executives, business owners and authors seem to be a bit reluctant about hiring a media coach. They believe that because they are so involved with their subject matters they can handle themeselves under any circumstances and media coaching is unnecessary.

That is until they are put before a camera, lights, a mic and a reporter. Most of the time, they will not know how to handle it. This is where media coaching comes to play. Everytime an executive goes on camera, his company's image is on the line. Everytime an author or business person goes on camera it's their product and service that is on the line. So preparing to look good, speak well, and handling what may be considered unwelcoming questions and situations is extremely important.

Here are 12 things Media Coaching will do for you:

1. It will help you become conversational.

2. It will help you condense everything you know to quick soundbites that everyone will understand.

3. It will help you answer questions effectively and quickly.

4. It will prepare you for touph questions.

5. It will prepare you for the specific media you will be addressing. TV, Radio, Telephone, Internet.

6. It will help you develop your image.

7. It will help you gain self confidence and reduce intimidation.

8. It will help you feel natural in an unnatural setting.

9. It will help you manage anxiety.

10. It will prepare you to know that in the Media nothing is ever 100% off the record.

11. It will show you the techniques to stay on track with your message.

12. It will help you control your body language.

I think you will agree that media coaching is very necessary if you admit to needing it.

Habits of Power Communicators

2009-01-03T20:28:00.000-08:00

We're told time and time again that if we want to be successful in something, we should look for a proven success model that fits our goals and copy it.

Modeling success is like following a baking recipe. If you put in all the right ingredients, and bake at the right temperature, you will get the perfect cake.

This applies to achieving effective, powerful, captivating communication.

If you want to captivate, motivate, lead, inspire, or sell by communicating effectively, model the pros and their habits.

Power Communicators have the following 3 habits in common:

1. They make eye contact.

2. They don't read off notes.

3. They prepare to be prepared.

4. The speak from the heart.

One of the best examples of this is former mayor of New York City, Rudolph Giuliani.

He gained the trust he wanted because he was in the habit of looking people in the eye whether it was a private, executive meeting or public, broadcasted event. Giuliani was known for purposely doing this because he knew there was much more to achieve by gaining the confidence of his constituents and staff. He was also known to prepare for a February budget meeting, the previous October. For months he would gather and study all necessary material so that when his moment came to ask, propose and sell a plan, he wouldn't have to do it by reading off his notes but by presenting his case in simple, well understood terms and always positioning himself as someone who was doing, asking and acting for the benefit of his city.

Other examples of Power Communicators include Bill Clinton, and the late Ronald Reagan.

Both faced difficult moments and situations, yet were able to leave a legacy of leadership by practicing the common habits of Powerful Communicators.

So if you are looking to make strides in your field start putting these habits into practice and you will see how life changing being a Power Communicator can be.

How To Become a Media Darling

2008-12-11T08:02:00.000-08:00

While "Media Darling" is a phrase used loosely to describe an attention adept, I like to describe a Media Darling as someone who is media savvy. A person who can make good use of all media platforms to benefit them in some way.

Sarah Palin, Michelle Obama, and Angelina Jolie have all been labeled media darlings but we all know how different their media experiences have been.

While Sarah Palin has a natural charisma about her, she could have really benefitted from some good Media Coaching. I am sure we will be seeing a huge change in her media exposure in the coming years.

Michelle Obama has played it really safe. She may not be as charismatic as Sarah Palin, but she's done a good job at exposing only the necessary facets of her life as a public figure. She has also leveraged the popularity of her husband and has almost always made her stance more about him than about her.

Now Angelina Jolie. This is a true Media Darling. Yes, she is a hounded celebrity. We have heard the good the bad and the ugly about this superstar. But think about Angelina back in the days in comparison to her persona today. She has gone from rebellious, bad girl to world humanitarian, mother of six! We keep getting the different spins on her personal life but we can't get enough of her and it's safe to say that most people love her or what she portrays. This isn't coincidence. She has used an effective publicity plan in her favor. She has polished her image. She has conveyed sincerity, consistency and charm in her media outings.

Outcome?

People love her.

What can you do today to become a real Media Darling?

Build a Publicity Plan- I know I constantly repeat this planning stuff. But it really is the most important part. Planning helps you do everything else you need to do to become a Media Darling. So come up with a timed plan. Six months, twelve months and stay on track. Determine your target media, come up with good pitches, sharpen those press releases.

Spin Yourself- By planning you can do this step really well. Work the calendar and weave yourself into evergreen stories that you can be featured in. Media outlets love these because when content is low this is what they reach for.

Extend your Reach- It's not only TV anymore. Media outlets today encompass broadcast and print, but now we have access to Social Media, Blogging, Podcasting, and Viral Video on the Internet. See which ones you can use to extend your reach.

Be Prepared- Part of being a Media Darling is knowing how to face the difficulty of exposure. That means, communication effectively, knowing what potential hard questions can be presented and how to handle them, and if something goes wrong, knowing what to do to repair the damage. This will make you a pro and no matter what happens the public will respect you for knowing how to face it.

Like all good things, becoming a real Media Darling takes preparation and defining. But once you set the course, it's all good for you and your business.

© 2008 Synergy Communications, LLC.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Media Coach and Media Consultant helping other women entrepreneurs become Media Darlings. To learn more visit: www.synergycommunication.net

What You Must Understand About Landing a TV Interview

2008-12-02T17:39:00.000-08:00

When I was a producer for a daily political talk show, I was hungry for content.

Believe it or not it is hard to fill a 1 hour show with "good" stuff.

To keep the show moving I would need dynamic topics and guests. Needless to say is the fact that I was bombarded with press releases and phone calls from potential guests pitching me topics they could talk about if only I'd let them come on the show. However, it was my job as a producer to really sort out the best content and the most media savvy people of the bunch. And when it came to ratings it meant also getting people on that would really put a bit of entertaining into the show.

Here's the part of the article you need to pay attention to:

The most important thing you need to keep in mind when seeking publicity for yourself is that you must be determined to get the publicity by creating your platform through an alotted time frame that will almost never be immediately.

I remember receiving press releases and having the P.R. person call me and asking me to have their client on the show the next day. Unless you are an FBI's most wanted who's ready to talk you will not get on immediately.

Here are some Tips you need to keep in mind when looking to land a TV interview:

1. Send your Press Releases with catchy, relative topic ideas on a consistent basis. This will allow the producer to be acquainted with you and what you can offer.

2. Call the Producer to build rapport. Don't be pushy, arrogant or critical of the show. This will not help you. Instead, introduce yourself, make note of the numerous Press Releases you have sent and offer to be available whenever needed.

3. Be prepared to offer something really good as far as content and delivery. If your content is blah, and you presence is blah, you can follow the best P.R. blueprint and you just wont make it on the show. Remember T.V. is a business and producers need to have ratings. So really set yourself apart from the many other experts who are trying to land that on-air time.

4. Don't bribe the producer. It's usually the least likely person to get the interview that will try to dazzle the producer with expensive gifts and V.I.P. invitations. Again, if your content is no good and you don't seem to be a charismatic, charming media darling; chances are the producers may keep your expensive gifts and you won't get the exposure you so badly want.

5. Do go the extra mile in making the Producers life a little easier. Pitch hard to resist topics, have any information about you, your products and services easily available to them. Provide them with quality pictures of yourself and your book if you have one. This is one less task they would have to produce.

Remember that landing a T.V. interview will take some time. So prepare your campaign with time and in the meantime sharpen your image and media performance to be your best once the spotlight is on you.

© 2008 Synergy Communications, LLC.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Media Coach and Media Consultant helping other women entrepreneurs become Media Darlings. To learn more visit: www.synergycommunication.net

You Can Write a Press Release-Yes Even You!

2008-12-01T15:35:00.000-08:00

One of the wonderful things about the Information Age that we are living in is that we have the abitlity to tell the world about ourselves, our business, and our services.

For those starting out in business or wanting to position themeselves as experts in their field, you don't have to hire someone to do that anymore. I mean, you can if you have the money to spend. That would certainly be the easiest way. But chances are you want to save that money for other things if you are just starting out.

The task of sitting down and writing out your press release may cause some anxiety and therefore cause you to set it aside and never do it.
But trust me, if you just take the time to get it done, it can generate a buzz for ya starting immediately after you post it.

So if you are starting out, here are some FREE sites that help you write and post your press releases. Some of these sites will even offer easy to follow templates, offer tips on what to include and what not to include. Be sure to follow the guidelines, however, so you don't find yourself revising it over and over again.

Here are a few sources to write and post your press releases for free:

www.clickpress.com
www.OpenPR.com
www.clickpress.com
www.PRNewsNow.com
www.PressBox.com
www.PressReleaseSpider.com
www.PressExposure.com
www.PRFree.com

Check them out, see which one works best for you, but they will all help you start getting the word out which is what you need if you're starting out.

So go on, stop procrastinating and start promoting. Self promoting!

© 2008 Synergy Communications, LLC.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Media Coach and Media Consultant helping other women entrepreneurs become Media Darlings. To learn more visit: www.synergycommunication.net

The Importance of Effective Communication in the Media

2008-11-20T17:48:00.000-08:00

Communication is something we just take for granted. I am tempted to say that it is a vital part of our existence but I will dare say that it is THE vital part of our existence.

We communicate all the time. Verbally, nonverbally, in person, in the media, through documents, via the internet, in our heads, with our families, with our neighbors, co-workers, customer service people, with God.

We are constantly sending out a message or receiving one.
But for the sake of keeping to MY topic, lets talk a little bit about the importance of effective communication when you are selling yourself through media.

Here are 3 things you must keep in mind when you get the "spotlight" opportunity:

Image- Do worry about how you look. This will be your opportunity to really put yourself out there and thousands of people will see you and make a judgement about you and it is safe to say that more than 50 percent of that judgement will be based on how you look. Unfair? Maybe, but really it's just how it is. Now by image I don't mean you need to fit a certain standard. No. You have to look sharp! Get a trendy haircut, go get a facial so that your face is glowing and on the day of the interview. Make sure your makeup is done properly. With colors and tones that suit you. Do you wear glasses? Are they boring and old fashion? Consider getting a more "trendy" pair. Women, get the eye brows and nails done. I once saw a woman on T.V. with chipped off nail polish talking about mortgages. It was distracting and hard to see her as the expert that she was when she looked so undone. So really polish yourself up and aim at looking your best on that interview.
Voice-One of the most important things I do as a Media Coach is teach people how to modulate their voice. Some people either speak in a very low voice or a very high voice. Some tend to start off just right and then die out towards the end of what they are saying. Learn to speak in a tone of voice that is consistent, clear, and leveled. And it may sound easy. But it takes practice. So start recording yourself and listening to how you sound. And we always hate our own voices so have someone critique it or hire a Media Coach to help you modulate that voice.
Talking Points-You'd think that if someone was trying to get on the media they'd know what they wanted to say. Well, think again. It is so taken for granted. Figure out what your main point is and come up with 4 or 5 key points that you can communicate in quick soundbites. When you are on-air you only have a couple of minutes if not seconds, depending on the type of media venue you are appearing on, to say what you have to say. So be prepared to condense all your knowledge into simple to understand points.

Remember that ultimately what you want is to gain the trust of the public. Would you trust a sloppy, unprepared, whisperer? Probably not. So go that extra mile and really pamper yourself to look and expose the sassy expert that you are!

© 2008 Synergy Communications, LLC.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Media Coach and Media Consultant helping other women entrepreneurs become Media Darlings. To learn more visit: www.synergycommunication.net

3 Steps to Get Your Business On T.V.

2008-11-20T17:46:00.001-08:00

When marketing your business any type of media presence can serve as a marketing tool you can use to position yourself as an expert, promote your products and services and ultimately get more sales.

While many business owners tend to ignore broadcast interviews as a marketing tool, those who choose to utilize it can really be ahead of the game. If you decide to use this wonderful, free marketing tool be sure to follow the following three steps:

1. Know your Media Market- When you decide to create a buzz for yourself by turning to the media, make sure you determine the right "media market" just as you would conduct market research to determine your prospective customer base. Knowing this will allow you to appear on broadcasts with a target audience interested in your business service or product. With more than 75 thousand media outlets in the U.S. and over 1 million reporters and producers to contact, you want to know which one's best serve you.

2. Write your Press Releases- Once you have picked your media outlets, write and edit your press releases so that they are attractive to these. A well written press release is key to attract attention to yourself. If this is not your forte, consider hiring someone to write it for you. Once these are written and properly formatted, send them out.

3. Follow up- Reporters, Editors and Producers are bombarded with press releases and story pitches all the time. So in addition to sending out consistent, effective press releases you should go the extra mile. That extra mile may mean picking up the phone and introducing yourself to a producer, sending a sample product to a reporter or having lunch with an editor. But do so in a way that isn't overbearing or aggressive. Consistent yet subtle follow up is the secret to landing on that sought after media spot.

Remember you are trying to get time On-Air and time is money. Landing an interview on T.V. to promote your business is an incredible accomplishment but there is a process to it. So follow the steps and see you on T.V. !

© 2008 Synergy Communications, LLC.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Media Coach and Media Consultant helping other women entrepreneurs become Media Darlings. To learn more visit: www.synergycommunication.net

What Small Business Owners Should Never Forget

2008-11-20T17:02:00.000-08:00

I've found in my life as an entrepreneur that many small business owners tend to forget about a powerful tool they all have access to when promoting their business, services or products. It's called THE MEDIA.

As a former Television Producer I remember how powerful THE MEDIA was for those who took advantage of it. The secret is using it in an effective way. Any form of Media exposure can be extremely effective in getting exposure, and ultimately generating more sales. It's probably one of the best ways to position yourself as an expert. However, I've also witnessed how it can be a complete disaster for you and your business if you do not prepare adequately and if your motives for appearing aren't in synergy with your ultimate goal, which we know that as a busines owner will always be to get more clients, more traffic to your website, more calls, more sales!

Small Business Owners need to know that they can get free publicity for their products and services. Appearing on some type of Media should be part of every small business' public relations and marketing plan. But notice I said "Plan". There is a process to getting booked, there is a process to making the experience profitable and beneficial for your business in the long run. There's a saying that goes than any publicity is good publicity. Not so when you need to generate sales and profit. Bad publicity and a failed business exposure can really slump sales and reputation for that matter!

So for business owners who haven't considered this form of P.R. and business exposure, put it on your list of things to accomplish. Do remember, however, to do it effectively.

© 2008 Synergy Communications, LLC.

Entrepreneur Julissa Fernandez a.k.a "The Sassy Media Guru" is a Media Coach and Media Consultant helping other women entrepreneurs become Media Darlings. To learn more visit: www.synergycommunication.net