Be omnipresent on multiple platforms.

Seven touches.

That was the marketing rule for calculating how many interactions a company would, on average, pursue with a prospective client before snagging the sale.

Consider that statistic was in the pre-internet era.

Today, when people review many resources online, that number of touchpoints might be significantly higher.

Buyers are more active before they initiate and consummate a purchase.

According to Forrester Research, there might be as many as 27 interactions for B2B purchases.

In fact, surveys indicate that buyers complete as much as 70% of their own research before the point of first contact with a seller .

Which are the touchpoints where prospective customers get their information?

• Attendance at webinars and conferences
• Company websites
• Corporate blogs and newsletters
• Influencers and referrals
• News articles
• Podcasts
• Reviews and testimonials by clients
• Social media posts
• Videos

What does the increased number of touches mean for you as a provider of goods and services?

Frankly, you must leverage the available platforms and media to ensure that potential clients are, indeed, learning all they can about you to finalize their buy decision and seal the deal.

This multichannel approach meshes neatly with my description of The Confirmation Process.

Potential clients want to confirm that:

• YOU are the very individual they heard about, as shown by your photo and reference to the source that led them to you.
• You have the EXPERIENCE and KNOWLEDGE to help them solve their problem, as demonstrated by descriptions of client successes.
• You have the RESPECT of others in the sector, given your published articles, speaking engagements and mentions in news media.

While this may appear to be a passive process, in fact, it is anything but for you as the seller. You must regularly add material, such as podcast appearances, newsletters and articles, so that you will frequently appear under the nose of the potential buyer with fresh content.

This Month’s Tip

You have considerable control over online references to your business, but you cannot predict precisely when and where an individual will seek out your information. Nor can you determine how long the buy-decision process will take.

A multichannel approach works best by creating informative and evergreen content in diverse formats that directs the reader or viewer to the website, where complementary material is housed. The multichannel approach surrounds the potential client with reminders, which, effectively, point to you as the resource of choice.

Contact

Are potential clients engaging with you at multiple touchpoints? Contact me at Janet@JanetLFalk.com, book an appointment here or call me at 212.677.5770. Let’s review your digital presence and activity regarding your current and potential channels. It’s time to make the seven (or more) touches more visible.

Click here to read prior issues of this newsletter.

Many subscribers to this monthly newsletter share its ideas with their contacts. Click here to subscribe and make sure you don’t miss the next issue.

LinkedIn is about YOU.

But it’s not about YOURSELF.

David, a litigation attorney, discussed his approach to LinkedIn with me. “When I find out who my opposing counsel is, I look them up on LinkedIn. I like to see who else I might know at that same firm. I also check who our mutual acquaintances are. Plus, I want to know where they went to law school. That’s how I use LinkedIn.”

“David, that’s an excellent use of LinkedIn: to conduct research on your opposing counsel,” I replied. “Tell me, do you think opposing counsel is looking at your profile the same way?”

There was an awkward silence.

Then David spoke, “I never thought about it like that. You’re right. Thank you.”

LinkedIn is about YOU.

But it’s not about yourself.

It’s about the YOU on the other side of the computer screen who is looking at your profile.

Your target is the YOU who has set certain criteria to search for a professional to help them solve a problem and who may not know your name.

It is also the YOU who already does know your name.

For David, it’s about opposing counsel.

For yourself, the YOU of your target might be someone different.

Consider these possibilities regarding WHO and WHY a YOU may be looking at your profile:

• Potential client
• Lapsed client
• Referral source

They probably want to verify whether you provide the service needed by themselves or someone they know.

What about these people?

• Conference organizer wants a panelist
• Co-panelist asks you to repeat the session elsewhere
• Podcast host seeks guests
• Reporter needs a source for comment for a news story
• Editor looks for an article for an industry publication

These folks will proffer interesting opportunities for you to expound on an important issue and promote your company.

Are you interested in serving on a board? Are you recruiting talent for your business?

• Startup founder needs a board advisor
• Nonprofit executive looks for a board member
• Potential employee wants to join your company
• MBA student seeks a summer associate position

These individuals may not be a priority, but there’s no harm in talking with them.

The following people, who already know you, are also searching for you on LinkedIn. You will have to ask them what they have in mind:

• Classmate from your college
• Colleague who serves with you on an association’s committee
• Executive recruiter
• General networking contact
• Government administrator
• Vendor
•  

Choose one (or more) from among these 18 categories and write their role(s) down.

Now, read the headline of your LinkedIn profile aloud.

Are its 220 characters speaking to the selected YOU on the other side of the computer screen?

Edit accordingly.

This Month’s Tip

Why is your LInkedIn Headline so important? People look at your headline for 18% of the time they spend on your profile.

That statistic is misleading. 

Your headline (or its first 60 characters) is displayed with your photo wherever you are present on LinkedIn: invitations to connect, posts and articles, even comments! Review your headline in these places to ensure it speaks to the YOU that you have chosen as your target.

Contact

Let’s see how your headline aligns with the needs and pain points of the YOU(s) of greatest interest. Contact me at Janet@JanetLFalk.com, make an appointment here or call me at 212.677.5770. Together, we’ll read aloud your headline in this light to ensure it resonates with the appropriate YOU, whether they deploy certain criteria or your name to find your profile.

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There’s always something to say.

This compliment from colleague and thought leadership writer Wayne Pollock prompted me to think: Where do I find inspiration?

Pollock wrote me: “You never cease to amaze me with your creativity when it comes to topics for articles and podcasts.”

When the blank page intimidates you, look for inspiration in your recent experiences.

Follow these 10 suggestions for a fresh idea. Here are the back stories and the resulting newsletters from the more than 150 issues I have published since January 2013:

1. Absence of information
   To prepare for my first podcast appearance in 2018, I looked online for tips. Sadly, most of the information was for hosts, not guests. I applied the skills of preparing for a media interview to this new setting. I’ve now appeared on nearly 50 podcasts, which makes this advice golden.
   It’s Showtime! Seven Tips for a Podcast Guest

    

2. Apply a best practice from an authority
   

   Take note of what a leader in the field does and put it into play. I corresponded about the frequency of newsletter publication with Ann Handley, a digital marketing and content expert and Wall Street Journal best-selling author. The issue was how to acknowledge, if at all, a lapse in issues.

   As for tracking your online presence, I gave step-by-step instructions on setting alerts on Google and Talkwalker. Then I asked Shannon Wilkinson, an expert witness on reputation management, how often professionals should conduct an online search for their name and company. Her answer: weekly.
   Mind the Gap (of Your Newsletter’s Publication) 
   Have You Googled Yourself Lately?

3. Avoid common mistakes
   Everyone makes mistakes. Share best practices to save readers embarrassment, time and money in marketing activities and events.

   There were THREE networking and marketing events that I might have attended on September 19, 2018. That was also Yom Kippur, the holiest day of the Jewish year. Oops. Event organizers should review the calendar for major religious holidays and high-visibility televised events (Olympics, Oscars) when selecting dates, in order to secure a robust attendance.
   FIVE Email Marketing Mistakes to Avoid
   Check the Calendar Before Scheduling an Event

4. Conversation with a colleague
   

   You take notes in meetings with clients, naturally. What about the casual conversations with your contacts? Get a second opinion about your latest insight.

   If you taught, explained or explored a thought in a discussion with one person, chances are others need to hear it as well.
   Take Your Idea for a Test Drive
   When Should You Issue a Press Release?

5. Correct a poor practice
   Perhaps you cringe when you read something in print or online. How did the writer not catch that glaring error? When I know the author, I often send an email with the correct spelling, grammar usage or layout. If we are not acquainted, I ask if they are open to feedback. Upon confirmation, I send my advice. Invariably, the person is appreciative. Help others avoid a similar misstep.
   Is Your Client List Scannable?
   Can Readers Scan Your List of Services Page?
   How to Invite People and Get a Sell-Out Crowd at Your Next Event

    

6. Excerpt from a presentation, webinar or podcast
   Deploy a content multiplication approach. Use a different platform to share your ideas with other contacts who did not attend the program or listen to the episode.
   What’s Up with Your Elevator Pitch?
   Four Ways to Find a Reporter’s Email Address

    

7. Giveaway
   Create and distribute a checklist, tipsheet, quiz, e-book or list of Do’s and Don’t’s. This information-rich giveaway, with your branding, may be downloaded and subsequently shared with a supervisor, employee, client, family member or other contact in the person’s circle. Decide if you require an email address or not for future follow-up.
   Five Tips to Maximize a Media Interview
   My Anniversary. Your Gift.

    

8. Highlights and takeaways of a speaker’s remarks
   In-person events were rarely recorded prior to March 2020. Today, some hybrid and online events may be recorded, but may not be accessible to non-members or non-registrants. When permitted, distribute what you learned from the program to others in your circles, via a newsletter or a LinkedIn post.
   Your Annual Report is Not Dead
   Key Takeaways from the DEI Presentation at Women Owned Law

    

9. Look at the calendar
   

   There’s a national holiday almost every month. If there’s nothing relevant in sight, check the National Day Calendar; for example, January 27 is National Chocolate Cake Day.

   During the December holiday season in 2020, I encouraged sending e-cards and making donations to nonprofit organizations impacted by the COVID pandemic in lieu of ordering and mailing printed greeting cards.
   Vote. Vote for Email and Not for Social Media
   Turn Your Holiday Card into a Gift

10. Raise the bar on a practice taken for granted
    Keep the reader and the listener in mind in all your communications. Find a way that you can be memorable, while professionally conveying your services.
    Your Business Card is Your Paper Partner
    Improve Your Voicemail Greeting
    

BONUS: Promote an upcoming event, presentation or podcast: Fill the room by alerting your contacts of your speaking engagement, whether in-person, virtual or hybrid.
Lunch Hour Legal Marketing Podcast
Two FREE Events: W 5/15 Arbitration and Th 5/16 Business Development, Baseball and Ethics

This Month’s Tip

Are you still looking for inspiration? Team up with a co-author, someone who has their finger on the pulse of what’s keeping industry executives up at night. Brainstorm a topic with a client or colleague and then take the lead in writing it up.

Alternatively, pose a question or three to your contacts. Gather the prettiest pearls of their wisdom and string them together in a beautiful necklace of insights. That’s how I wrote 20 columns for The New York Law Journal and The New Jersey Law Journal.
Team Up for a Win-Win
Are You Too Busy to Write? Crowdsource Your Content

Contact

Has your well of ideas run dry? Contact me at Janet@JanetLFalk.com, make an appointment here or call me at 212.677.5770. Together, we’ll primethe pump for fresh inspiration and content.

Click here to read prior issues of this newsletter.

Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

Image credit: Freepik

If you look long enough, you’ll find everything.

You may recall I wrote about setting alerts on Google and Talkwalker to monitor your online presence.

These alerts reach far beyond your own website to places where you may not be aware you have been cited.

Some of these references may lead to new opportunities.

in fact, I was thrilled to find citations of my name and podcast episodes where I was interviewed in TWO articles online. Both articles listed a number of podcasts and, for each show, named episodes that the author found noteworthy:

8 Legal Podcasts to Help Grow Your Law Practice, listing a total of 16 episodes, referred to my conversation on Be That Lawyer with Steve Fretzin: Janet Falk: Public Relations 101 for Lawyers. 

Another 16 individual episodes were cited in The 16 Best Legal Marketing Podcasts of 2024, including Janet Falk – How to Prepare for Your Next Meeting or Conference on The Legal Mastermind with Eric Bersano. 

I capitalized on these mentions of my name as a two-fold opportunity. 

First, I wrote a post on LinkedIn about each of the two articles. I congratulated the individual hosts of the various podcasts where I had spoken on this recognition.

Next, I emailed the hosts of the podcasts on which I had not yet appeared. I congratulated them, too, plus I introduced myself as a potential guest.

After all, I had a proven track record. I had appeared on 4 of the 8 in the first group and 8 of the 16 in the second. 

This approach of using Google alerts to spark new opportunities is yielding results. Alay Yajnik, one  of the second set of podcast hosts, soon replied and invited me to record a program. The episode is Connecting at Conferences on the Lawyer Business Advantage.

This Month’s Tip

Follow these step-by-step instructions for creating online alerts on Google and Talkwalker. Include your:

• Name
• Company name
• Website URL
• Phone number

Remember to check Yahoo, Bing and DuckDuckGo. Some yet-to-be-discovered references may appear there, as well. 

Contact

What will you find when you complement your alerts with a search for yourself on the Internet? No doubt there will be some mentions you overlooked, forgot about or simply were not aware existed and that may have eluded the alerts, too. Contact me at Janet@JanetLFalk.com, make an appointment here or call me at 212.677.5770. Let’s set up alerts, along with dates on your calendar for reminders to conduct additional searches, to track how you appear online.

Click here to read prior issues of this newsletter.

Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

Image credit: Rubaitul Azad

 Turn your article into a newsletter, webinar and more.

You’ve been advised to re-purpose your content, so it will be seen by more potential contacts and enhance your standing as an authority.

If you are stymied about how to go about it, follow this example of content multiplication, where an article became:

• • a two-part newsletter
  • an expanded article
  • a webinar
  • an e-book
  • and a podcast guest appearance.

In anticipation of the annual symposium held by Women Owned Law, a national professional membership organization, I published an article in the group’s monthly newsletter. There were 22 tips geared to maximize attendance at the conference with detailed activities to pursue before, during and after the event.

Later, I developed these ideas as a two-part series for this monthly newsletter, which was distributed to nearly 1,000 subscribers.

One of them is an editor of PLI Chronicle, a monthly newsletter for attorneys, where I have published 20 articles. After she invited me to contribute the discussion to her publication, I expanded the list to 25 tips. This new two-part article series incorporated some ideas from readers of the newsletter.

Taking this theme a step further, and in view of the post-pandemic return to industry and professional conferences, I viewed the topic as a potential webinar. I contacted a director of programs at PLI, which produces online programs for attorneys, and where I had spoken in the past. She liked the proposed subject; to spice up the program, I invited a client to co-present with me.

Having shared these best practices for conference attendees in newsletters, articles and a webinar, I am now seeking guest appearances with more than 30 podcast hosts to whom I’ve spoken on media relations and marketing for business owners and attorneys. Their audiences may well appreciate these 25 tips to prepare for conferences, maximize their attendance and engage in follow-up activities.

This Month’s Tip

Circulate your nuggets of wisdom as widely as possible. The ideas you share in digital formats, like articles, email newsletters and e-books, are easily repurposed to other online platforms, such as blogs, and distributed via social media accounts. The 25 tips are now an e-book.

Don’t stop there. When you are comfortable speaking to groups, identify the organizations where your target market gathers and offer to present at their meetings. Perhaps you will include a client with whom attendees may identify and envision their own success while working with you.

Are you ready for your close-up? Film a video (less than five minutes long), as another way to share your thoughts, and post it on your website and social media accounts.

Contact

Your ideas deserve a wider audience. Your contacts need to be reminded of your successful approach to solving problems they may have. Together, let’s review your articles, newsletters and presentations with an eye to updating them. We’ll consider the most appropriate formats for re-distribution: print, online, in-person, audio or video. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 212.677.5770. It’s time to repurpose your insights and, perhaps, write your next e-book.

Click here to read prior issues of this newsletter.

Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue.

(This discussion has been lightly edited for updated content.)
Image credit: Cariboo Money Helper

Turn your contacts into agents who introduce you.

These two truisms are foundational to my marketing outreach:

1. Everybody knows someone worth knowing. You don’t know who stands in his or her circle until you ask (or check their connections on LinkedIn).
   
2. Make it easy to say YES. Make it hard to say NO.

Speaking to trade associations of your target market is a powerful way to attract new clients. I often advise attorneys and, therefore, I compiled a list of bar associations in New York state where I might speak. I looked on their respective websites to locate the appropriate contact for programs. In an email, I described my background, my interest in speaking to the group and a few topics.

For the most part, my email outreach was met by a deafening silence.

My next step implemented the first truism.

As you know, LinkedIn is the world’s largest database of professionals.

I identified individual officers of each bar association and reviewed their profiles on LinkedIn. Whenever I located a mutual contact, I wrote to the intermediary. I requested an introduction to the bar association’s officer using this model, following the second truism:

Morgan,

Your name came into view on LinkedIn as a colleague who knows NAME at the NAME Bar Association.

I often speak to bar associations; when I present with an attorney, the session is usually eligible for CLE.

I had contacted the association as a potential speaker. I did not receive a reply.
If you feel comfortable introducing me to NAME, using a note that I will provide, I would greatly appreciate it.

If they are not a close connection, and it would not be appropriate to contact them, I understand.

Please let me know either way.

Thanks.

Looking forward to your reply.

Imagine you receive this email from a colleague. You are asked to copy and paste a note and email it to a LinkedIn connection.

You need only consider the strength of your bond with the contact before saying YES to the request.

When I first wrote to the President of a certain bar association, there was no response. I sent the above template to a LinkedIn connection requesting her assistance with an introduction. She agreed. A series of emails followed.

Success! I am presenting at the Injured Workers Bar Association’s spring conference.

This Month’s Tip

An introduction from a known source may make the difference in booking a speaking engagement. This outreach has four steps:

1. Assemble a list of trade associations and professional membership groups where you are likely to meet your target audience. Or compile a wish list of companies and organizations that are potential clients.
2. Locate the appropriate contact, President or Chair of the Program Committee, and email them regarding your interest in speaking on a few subjects to their group.
3. When the group’s officer does not respond, identify a mutual contact of any officer of the group and ask them to introduce you, following the template.
4. When this intermediary agrees to do so, send them a lightly revised version of your original correspondence with the organization so it may be copied and emailed to the group’s officer.
   
   Of course, you will follow up with a thank you to the mutual contact and arrange to chat with the organization’s leader to consider topics and dates.

Contact

When you want to get on the speaker’s circuit, let’s plan your outreach campaign. Organizations always need speakers to present on the hot topics and issues their members are encountering. They won’t invite you to present to the group if they don’t know who you are and no one has recommended you.. Contact me at  Janet@JanetLFalk.com, set an appointment here or call me at 212.677.5770. Let’s brainstorm topics, locate appropriate groups, identify their leaders and reach out to the people who might introduce you as a speaker. Speak up so you may take the podium and attract more clients.

If you’re shy about public speaking, find a colleague to present with you. Perhaps you will team up with me.

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Image credit: Convene  

Plan ahead to never miss an issue.

Face it. Your newsletter is not that important to your subscribers.

Yes, it’s important to have an email newsletter.

Yes, email has the highest ROI of marketing activities.

But if you think that your subscribers are waiting with bated breath for your next issue, well, I’ve got a bridge to sell you.

Do you think your readers will notice when you do not send a newsletter because you:

• went on business or vacation to Las Vegas?
• were overwhelmed by multiple deadlines?
• took care of a sick family member or pet?

Sorry, my friend. They were so busy running their own businesses (and lives) that your gap in newsletter publishing went completely unnoticed.

Do you wake up in the morning and think, “I haven’t heard from Janet Falk in the longest time. I better check out her newsletter.”?

Sadly, no one thinks that, not even my mother.

Does it matter whether a subscriber opens the newsletter first thing in the morning on Tuesday, or whenever your publication day is? No, only that it is opened. A gap will not be noticed.

Maybe the subscriber opens it while they catch their breath and check email between meetings in the course of a busy day or later in the week. Again, when someone is scrambling to keep up with their overflowing inbox, a gap will pass by.

Perhaps the subscriber is a friend who opens the email, just to boost your open rate, and immediately deletes it. (I admit I do this.) A newsletter gap will not register.

What if the subscriber has set a rule to file your newsletter in their Newsletter folder? This is probably Never-Never Land, where someday the subscriber will review their backlog. (Confession: my Newsletter folder currently has more than 12,000 emails with 709 unopened.) In this case, the subscriber will never perceive the gap.

In sum, it seems highly unlikely that a gap in newsletter publication will be noticed.

As important as open rates are, what’s more important is the next action the subscriber takes. Of course, your newsletter indicates they should:

• reply to the newsletter
• share the email
• click on the boldfaced link
• visit the website
• call the phone number provided
• make an appointment
• visit the office

You did include a call to action, right?

This Month’s Tip

Prepare an evergreen newsletter article. You have to engage in conversation to flesh out the details. To start the relationship with

An evergreen article is one that is always relevant and not tied to the calendar or a news event. It’s neither in step nor out of step. Knowing you have an article on the shelf will give you peace of mind when your plate is so full that your newsletter plops onto the floor.

Or, adjust the frequency of the newsletter if a missed issue occurs habitually, as suggested by Ann Handley, author on best practices in newsletter writing. Handley was pleasantly surprised to receive inquiries from subscribers when she recently skipped a newsletter, due to busy plans. She recommends don’t break the chain; but, when you do, explain it briefly and move on.

Contact

Mind the gap of your newsletter’s publication. (But you need not dwell on a missed issue.) You can avoid skipping issues by having evergreen content at the ready. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 212.677.5770. Together let’s brainstorm topics you will have in reserve so that you will not gape at the dreaded gap.

Click here to read prior issues of this newsletter.

Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

Thanks to Ilise Benun, Christina Hagopian and John Hinson for their insights and comments to my LinkedIn post on this topic. Like Handley, they advocate consistency to remain top of mind with subscribers.

Re-ignite the conversation.

Think of the people in Your Gold Mine of 5,000 Contacts

Categorize them in two ways:

First by the strength of your relationship: A – Strong, B – Medium and C – Weak.

Second, classify them by their ability to hire you as a consultant or buy your products or services: 1 is a decision-maker, 2 can influence the decision and 3 is lightly involved in the decision-making process.

Finally, go through the list and label each person using the two categories of ABC for warmth of relationship and 123 for hiring/buying decision or influence.

Focus on:

A-1 Strong relationship and able to hire you or buy from you
A-2 Solid contact who is able to influence a consulting project or purchase
B-1 Medium relationship who can contract with you or buy from you

Let’s set aside the B-2s, C’s and the 3’s for the moment.

Now that you have the subgroup of people with whom you have a strong or warm relationship and who may be able to work with you:

Step up to the phone and MAKE TWO CALLS A DAY.

This is NOT cold calling. You have a good relationship with these contacts.

Here’s some scripts to get started:

Hi, Pat. Your name came to mind when I heard/read about _____ . What do you think?

Hello, Sidney, Your article in ___ caught my eye. Did you know about ___?

Hi, Terry. I saw you posted on LinkedIn about _____. Tell me more about that.

Chat for a bit and ask your contact for one thing:
 An introduction to someone (specific) in their circle
 A time and date to get together for a longer conversation.

You can leave a voicemail; state you are in the office all afternoon and you would love to catch up.

Recite your phone number, which you have written out as words. For example, Two, One, Two (pause) Six, Seven, Seven (pause) Five, Seven, Seven, Zero.

Say your number slowly, so the person can actually write it down without listening to the message again.

This Month’s Tip

The best times to call may be at 9:55 am and 1:55 pm. Try calling just before the hour marker when your connection might have a few moments before going into a meeting. Your conversation may be brief enough to set up the next call.

Contact

Let’s categorize your contact list and identify the most viable names. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 212.677.5770. Together we’ll practice your pitch, so that it flows more naturally. You might even raise your phone game to more than two calls each day.

Click here to read prior issues of this newsletter.

Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

Adapted from David A. Fields, The Irresistible Consultant’s Guide to Winning Clients

Check your digital presence periodically.

When you search for yourself online on a regular basis, you will review what you have posted on social media and also monitor how others may refer to you (excluding reviews).

Many professionals create Google alerts for their names and the name of their company, which is a good start to monitoring your online presence. There’s more to establishing an effective alert system.

If you haven’t already set up FREE Google alerts, follow these instructions.

Go to Google.com/alerts.

Enter the word or phrase for which you will create an alert in the indicated space.

Click the arrow Show Options to set the parameters. Daily, Weekly or As it happens. I prefer daily.

Sources is best set as Automatic, to include social media.

For How many, select All results

Finally, indicate the email address where you prefer to get these notifications.

Click the blue button Create Alert. You have now set an alert.

Click on the alert you just created to view the alert results. Congratulations.

Now, raise the bar.

Add a variant of your name, perhaps Beth for Elizabeth. You can also use your middle initial.

Do you have a suffix, like Junior?

Do you cite your degree: MBA, JD, Ph.D. or Esq.? Add that as a new alert.

Create an alert for your company and also your website URL, of course.

Make alerts for your phone numbers: office and mobile.

Narrow the scope of your results by using the minus sign (-) to exclude others with a similar name. For example, there was a professor at Columbia University whose hyphenated name was Falk-Kessler, so my searches are -Kessler.

Add your profession or business: accountant, consultant, attorney.

Perhaps add your city.

Raise the bar again.

Follow these steps on the website Talkwalker, another FREE service. Many Public Relations professionals find Talkwalker gives more comprehensive social media results than Google.

Start by creating an account at Talkwalker.com.

Click on Create to set an alert.

Similar to the instructions outlined above, set the parameters for Result type (Everything); Language (All languages); How often (Once a day); How many (All results) and Your email (enter your email address).

Remember to create additional alerts on Talkwalker, similar to the ones you set on Google, for a broad view of digital references to you and your business.

As good as these alerts are, you still should check online periodically. According to Shannon Wilkinson of Reputation Communications. “Checking weekly is a good policy. Clearing your browser’s history first will ensure you are seeing a true picture (otherwise you might be seeing an out-of-date cache your browser has autosaved).”

This Month’s Tip

Google has nearly 90% of the online search market in the US, but it is not the only game in town. Look also at Yahoo, Bing and DuckDuckGo. Yes, there will be considerable overlap. You may, nevertheless, be surprised by what you turn up there.

Contact

Let’s find out what people are saying about you on the Internet. Contact me at Janet@JanetLFalk.com, set an appointment here or call me at 212.677.5770. Together we’ll create alerts and set calendar reminders, so you can easily track how you appear online.

Click here to read prior issues of this newsletter.

Click here to subscribe to this monthly newsletter and make sure you don’t miss the next issue. 

Broadcast on radio station WII-FM.

You probably receive dozens of emails that begin like this:

Hey Pat,
I hope you’re doing well.

My name is Morgan and I work for Megabucks Incorporated. We provide world-class services to companies like Name of Your Business.

What’s wrong with this email?

First, it presumes that you (the reader) care to have a personal relationship with someone you’ve never heard of.

Second, it focuses entirely on the seller and not on the potential buyer.

If you want to sell me something, you have to tell me:

1. How you got my name
2. How you learned something about my business
3. How you know I have a problem
4. How you can solve my problem because you have solved it before
5. Bonus points when you explain how you can make me look good to whoever matters to me (my boss, CEO, CFO or even myself).

I call this approach: The reader’s attention is yours to lose.

I’ve used this idea in outlining my view of newsletters; now let’s apply it to promotional emails.

Plus, let’s include the World’s Greatest Radio Station: WII-FM.

You know that station. It’s the one all your contacts and prospects listen to every day: What’s In It For Me.

To begin, every communication starts with one of the following four:

Congratulations
Thank you
You or Your.

You engage the reader’s attention by speaking directly to them.

If you have not previously communicated with the email recipient, start by indicating how you learned their name.

Your name came to my attention in a review of fellow members of the Name of Professional Membership Association.
Or
Your name was mentioned by our mutual contact, Parker Brown.

This reference builds trust by establishing that you have a shared interest; here, you both belong to the same organization, or you were referred by a colleague.

Now, demonstrate that you did more than create a merge mail. You actually visited their website or LinkedIn profile.

As a professional focused on _____ , you usually _________.

Introduce the problem that you observed in their industry, business or municipality:

Small business owners in Metropolis are finding it tough to follow the new ordinance that employers not ask job candidates about their prior compensation when interviewing potential hires. Doing so may expose you to liability for asking an illegal question or discrimination.

Explain how you can help:

You can learn how to avoid a potential lawsuit or fine by reviewing these guidelines of questions that are and are not permissible under the new ordinance. (link to a page on your website).

Clearly indicate the steps the reader should take next. If you want them to call you, email you, click on a link to download a resource, visit your website or book an appointment for a complimentary consultation, you must indicate the information or tools to do so.

Accordingly, provide five key things:

• your phone number
• your email address in a link with a pre-formatted subject line
• the link to the download without requiring an email address
• your website URL
• the link to your scheduling calendar.

Beware. If you throw the reader a me-first pitch about how great my product is, it’s likely to bounce right back to you.

The reader’s attention is yours to lose; accordingly, show you know something about them and give them a reason to keep reading and connect with you further.

This Month’s Tip

Confirm your emails speak to the reader. Read one of your recent emails to a potential client, or one you received. Highlight in red the words I, MY, WE, OUR. Then highlight in yellow the words YOU and YOUR.

When you are done, the email should display more yellow words than red. If not, take a stab at inverting some of those sentences to address the interest of the reader. Here’s an example.

Contact

Are they talking about your emails on radio station WII-FM? If not, contact me at Janet@JanetLFalk.com, set an appointment here or call me at 212.677.5770. Together we’ll focus on your reader. Once their attention is lost, you cannot get it back easily.

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Speak where your colleagues and competitors were featured.

What is reverse engineering and how can you use it to get more podcast interviews?

It means using deductive reasoning to grasp how an existing process accomplishes a task without performing the actual activity.

For many people, it means working backwards from the result to figure out how to get to the beginning.

For example, because I wanted to reach attorneys who listen to podcasts, I conducted an internet search for legal marketing shows. I looked for opportunities where I had not previously appeared.

When reviewing a few episodes of each one, some guests stood out because they were colleagues or names I recognized.

Now comes the step where you reverse engineer the process. Go to the website Owltail, which is a directory of podcast and episodes. Search for the name of a guest to generate a list of their appearances; Owltail includes a link to each show.

Here I made note of where those colleagues had spoken and gathered information about those shows.

On each of these newly discovered podcasts, I noticed whether someone had spoken about one of my preferred topics: media relations for attorneys.

In almost every case, it had not been discussed or it was addressed long-ago.

Bingo! Here was my opportunity. I contacted 24 podcast hosts and proposed I speak to their audience on the subject of how attorneys might introduce themselves to reporters.

The payoff came quickly. I recorded three podcasts in three days and continue to book more appearances. Plus, some of the hosts themselves have indicated an interest in my services.

This Month’s Tip

Podcast hosts are always looking for guests; accordingly, write an email to the host that shows why YOU would be a great resource to their audience.

1. Refer to your shared interest in the subject that is the focus of the podcast and mention that you have listened to previous episodes.
2. Cite one that is closely aligned with your proposed topic or name a colleague who appeared on the show.
3. Indicate how you will provide a fresh look at a specific subject.
4. Remember to state you will actively promote the episode to attract more listeners.

This approach will make you a highly attractive guest.

Contact

It’s time for you to step up to the mike and be on a podcast. Consider which shows are most relevant to your audience and conduct preliminary research. Then, contact me at Janet@JanetLFalk.com, set an appointment here or call me at 212.677.5770. Together we’ll reverse engineer the podcast universe and introduce you to hosts with a compelling pitch that will put you in the guest seat.

See also: How YOU Can Be a Podcast Guest and It’s Showtime! Prepare for a Podcast.

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Image credit: www.ongineering.com

 Take a stand: Printed card or E-Card

October is the time to plan for your holiday greeting card mailing.

It’s that time of year and you must make a choice: printed card, as you probably have done in years past, or e-card.

I am sticking with my annual e-card greeting; here’s why I hope you will join me.

Address: You already have the recipient’s email address. With contacts working from home or even undetermined remote locations, you may have to ask them outright for their mailing address to ensure the card is sent to the correct location. That might be an awkward conversation you’d rather avoid.

Share-ability: The person working away from their office will not post the card on their door, nor display it on their credenza, where other colleagues and visitors might see it. An e-card is easily forwarded to other team members.

Budget: The cost of an e-card is minimal to free. Find an appropriate photo or image on one of the many websites where photographers and artists make their work available for free. Compose some heartfelt greetings acknowledging your valued relationship with those on your list. You might even lightly commiserate that you’ve missed them and look forward to seeing them in person soon.

Assemble the image and holiday text in an email newsletter, compile the email addresses, and you’re good to go. Total out-of-pocket cost: $0. Only your time, or that of your staff.

Savings: Think of how you can better spend your time and money without:

• Directing a graphic designer or purchasing a card from a catalogue;
• Printing mailing labels;
• Stuffing the envelopes, applying the address labels, adding postage stamps and hauling the whole pile to the post office; and
• Bemoaning the waste of paper that has a shelf life of less than 30 days.

As a subscriber, you may recall I sent an e-card with a Holiday Haiku. This poem is consistent with my services as a writer who tackles the challenge of a 17-syllable verse with a change of mood and reference to nature.

Because no one sends a similar card, it attracts attention and prompts appreciative replies.

Those may be some of your objectives, too.

This Month’s Tip

Refer to the holiday season without specifying the observance of a specific faith. In America’s culturally diverse society, you can not assume that others celebrate the same holiday as you, whether Christmas, Chanukah, Kwanzaa or Diwali. Popular images include candles, which brighten the darkest months of the year and are prominent in each holiday. Photos of winter scenes are also appropriate.

Contact

Especially now, due to the pandemic, everyone has missed close contact with the members of their circles. Re-connect with as many people as you can. A simple e-card will start the conversation.

Let’s brainstorm some ideas for an image and a warm greeting that align with your business and will resonate with your connections. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 212.677.5770. Together we’ll greet your contacts, cheer the holiday season and celebrate the promise of the New Year. 

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 Show your industry expertise and make it easy to find familiar names.

Your website displays a list of clients demonstrating your experience in a specific industry or situation.

Think about the reader who arrives at your website and reviews the list.

She wants to make sure you can solve her problem because you have worked with others in the same field or have managed a similar issue recently.

Make it easy for the reader to confirm you are the professional she seeks.

List your clients in a way that showcases your successes in the industry.

Prove that you can satisfy that nagging need.

For example, an accountant in a beach resort community highlights her small retail business clients; they serve the same market and experience the same seasonality of revenue:

• amusement parks
• hotels
• restaurants
• souvenir shops.

In contrast, a graphic designer focuses on types of projects:

• brochures
• business cards and stationery
• logos
• website designs.

Within each category, the accountant and designer cite the actual clients, in alphabetical order, so the reader can easily find a name that is familiar.

Don’t simply assemble the entire list of names by alphabetical order or the chronological order in which you began working together.

This Month’s Tip

Take the reader by the hand and guide them through the list by using categories. Don’t make them scour the list in search of a name that aligns with their business or problem.

Now, imagine you are a pediatric dentist looking for a marketing consultant to promote your newly opened practice. Two marketers post their client lists on their websites. Review these lists, alphabetical and categorized, and see which one appeals to you:

As a pediatric dentist, which marketing consultant displaying these clients has the experience you seek?

I would contact the person with the categorized list. It shows she has worked in health and wellness, including children’s health, plus she is connected to a parent magazine.

Sadly, that relevant experience is obscured by the bars, restaurants and hotels in the alphabetical list.

Contact

Which of the two examples does your client list resemble: alphabetical or categorized? When a reader scans your list for a certain industry or problem in their business, will they find it right away? Let’s review your client list and find the best way to display your experience. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 212.677.5770. Together we’ll re-organize the names or projects of your clients, making the list scannable for website visitors, and, perhaps, viewers of your LinkedIn profile. 

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This discussion was prompted by the client list on the website of a networking contact. I wrote a LinkedIn post about it in January 2021, without naming the site. The website owner thanked me and promised to update it soon. Sadly, there is no change as of September 2021. Take note of that example.

 Don’t let the reader walk away without connecting or downloading a sample.

Everyone has a business problem and you might represent the solution to their concern. That’s why you have:

• a website
• a LinkedIn profile for yourself and also for your company
• a Facebook page for your company
• an X (Twitter) account, Instagram, etc.

You use the Internet platforms relevant to your target market so that you can be found.

It’s a strange phenomenon. People will check your presence online to confirm that you are the professional that they heard about, regardless of how your name came to their attention.

Even though they know that you (or someone you hired) wrote every word, the text somehow seems factual when viewed on the Internet. It doesn’t seem like marketing, although it is.

Wherever and whenever you can, show you are the right person to take on an assignment.

Deploy a more subtle form of self-promotion.

Create and share materials that demonstrate YOU are the resource that you claim to be:

• your newsletter
• articles
• samples and tip sheets
• blog
• speaking engagements
• testimonials and recommendations
• list of clients by industry

This is where my refrain Make it Easy to Say YES. Make it Hard to Say NO comes into play.

When a potential client sees that you have:

• a newsletter, article, blog post or webinar about solving a problem similar to the one they face
• a checklist they can share with a colleague, supervisor or family member
• a former client in their local market or industry

they will consider YOU as a potential resource to solve the issue.

They will not leave your site or LinkedIn profile empty-handed, because they will have engaged with your materials and the proof of your success, on some level.

They will be prompted to call you, send an email, sign up for your newsletter or download helpful information.

On the other hand, when you don’t display these enticements, you effectively allow someone to set you aside and turn instead to the consultant or company that does provide such samples.

This Month’s Tip

How will the visitor to your website or LinkedIn profile confirm you are a trusted resource?

• Make it easy to contact you by putting your phone number and a link to an email address on EVERY PAGE of your website, in addition to a Contact page. Simply place them in a colored border at the top of the page. Put them on your LinkedIn profile, Facebook page and other digital assets, too.
• Display ALL your newsletters on your website, not only the current issue. (The person you met in July may find your March newsletter of interest.)
• Create a downloadable tip sheet, with your contact information and logo. (You may choose to require an email address first.)
• Save your published articles and guest blog posts as PDFs with the notation As previously published and the appropriate copyright. Assemble them in one place on your website for easy download.
• Create a list of your appearances on podcasts and speaking engagements.

Contact

How quickly can someone say YES to YOU? Review this checklist to confirm your contact information is omnipresent on your website and other digital assets. Confirm that your newsletter, articles and tip sheets are clearly displayed and promoted. Contact me at Janet@JanetLFalk.com , book an appointment here or call me at 212.677.5770. Together we’ll make it easier to say YES to your services.

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Image credit: Cleanpng

 Question the status quo.

Sometimes you — or your clients — live within the four walls of a house.

You speak the same language and jargon.

You see things the same way.

You may not realize how people outside your house view what’s going on inside.

That’s where communications professionals and consultants come in.

We bring an outsider’s perspective and observe the situation in a new way.

We translate what clients are saying and doing inside their house on behalf of people outside those four walls.

We share it, focusing on the benefit to others.

We tell the people inside the house what the folks outside it are thinking and saying.

We open the doors and windows and bring in fresh air.

Watch out for We’ve always done it this way thinking.

A Halloween festival was held in late October each year. Children trick-or-treated door to door and received snacks. There were old fashioned games, like bobbing for apples in a barrel and nibbling apples suspended from tree branches on long strings.

The fun of this event was threatened by its own success. In the excitement to participate, pre-school age children were being bumped and trampled by their older siblings.

To promote visitor safety, I proposed the event be scheduled in two shifts. Children under age five would attend from 1:00 to 2:30 pm. School-age students would arrive at 4:00 pm. During the break, staff would re-stage the activities and replenish the food that had been consumed by the attendees.

This approach was very successful. Not only was it safer for the smaller children, the two shifts generated even greater visitor attendance! That additional revenue more than covered the cost of the extra snacks and increased staff time.

Look around your own house, or the house of your client, and ask Why have we always done it this way? Is this the best way?

Consider inviting someone with a new or outsider’s perspective to peer into the house and share their observations.

This Month’s Tip

Are you doing things the way they have always been done? Take a closer look at the rationale for following the ways of the past using the five W’s:

• Who said this is the way to do it? (Perhaps it was someone who’s long gone.)
• What will happen if it’s done differently — or not at all?
• When must a change be made? (Is there a deadline?)
• Where can you gather support (buy-in or funding) to make a change?
• Why will a new way be better?

Contact

Take a fresh look at what’s going on in your house. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 212.677.5770. Together we’ll open the doors and windows with a new perspective.

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Image credit: Cleanpng

 Make it more responsive to callers.

Now that you and others may be going back to the office, you can expect more calls at your workplace phone.

It’s time to listen again to your voicemail greeting.

We’ve been following voicemail prompts since 1984. There’s hardly a person alive today who has not heard a recorded voicemail greeting and does not know how to leave a message.

“Hi, this is Griselda. Thank you for calling. Your call is very important to me. I’m sorry I’m not here to answer your call right now. I’m either on the phone or away from my desk.”

Don’t spend the first precious 10 seconds of your recorded phone message by ingratiating yourself with the caller.

Don’t create a delay for the caller and waste her time.

Instead, cut to the chase and let her know how she can reach you, in case her call is urgent.

She simply wants to connect with you, leave an important message and then get on with her day.

People have been using voicemail for ages; they know perfectly well you are not answering the phone because:

• you are on deadline
• you are in a meeting or on another call
• you are ducking robo-calls.

Time is our most precious resource.

Callers want to ask you a question and, if you are not immediately available, learn when you’ll be available to answer it. Make it easy for them with a recorded message that’s short and sweet.

This Month’s Tip

Try this approach to improve your recorded voicemail greeting:

1. State your name (and company) so the caller can confirm she reached the party she seeks.
2. Invite the caller to please leave a phone number and message. State that you will return the call as soon as possible.
3. If this is your office landline, consider leaving your cell phone number — enunciated slowly and perhaps repeated — so the caller might text you or reach you at that number, in case it is an urgent matter.
4. Here’s how you can say your cell phone number at a pace that others can follow. Write the number as words; mine is three-four-seven-two-five-six-nine-one-four-one.
5. (Variation) When you are out of the office on travel or in a day-long meeting, you may not return the call promptly. Indicate that callers should expect a delay for your reply call and/or direct the call to a colleague and provide their number.

Contact

Have you listened to your voicemail greeting lately? Give yourself a call now (I’ll wait) and see how it measures up to the format suggested above. If you need help to create a caller-responsive message, contact me at Janet@JanetLFalk.com , set an appointment here or call me at 212.677.5770. Let’s write a script and re-record your voicemail greeting with the caller’s convenience in mind.

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Image credit: PhotoDune

 That way, you decide what you will review, not the algorithm.

Perhaps you scroll through your LinkedIn feed by default.

Many people simply allow the LinkedIn algorithm to select among the posts of the hundreds of people to whom they are connected.

The algorithm chooses posts and organizes them in the order of what your connections:

• have written
• have shared
• have commented on
• have liked

Some LinkedIn specialists, like Ed Han, encourage people to “be deliberate about your engagement. . . . This is how you train the algorithm.”

I disagree with Han and take a hybrid approach to reading posts on LinkedIn. I scroll sometimes.

Most often I actively search for certain topics by using hashtags.

Here’s how to locate the posts of greatest value to YOU. Type keywords or hashtags into the search bar in the upper left corner, next to the blue in square, as outlined in red. Hit enter and on the next menu click Posts.

Voila! A list of posts on your topic of choice. Additionally, you can use the option to Filter by 1st connections, Date posted and other criteria.

For example, I am interested in email marketing, so I check on that topic periodically. I filter by 1st connections, so I can keep up with what my esteemed colleagues have to say on the subject.

I now see their latest insights. I can share these ideas with my clients and implement these best practices in my own email newsletter.

By actively seeking the content I prefer, I avoid being inundated with posts that are not especially relevant. It’s fine to learn about an upcoming legal conference or that a contact seeks a paralegal, but I usually have other things on my mind.

I encourage you to follow my lead. Be proactive in the limited time you dedicate to reading posts on LinkedIn. Filter for the topics of greatest value to YOU.

Remember, you can continue to scroll and wrestle with the algorithm to refine it. By sharing, commenting and liking posts by others, you will narrow the scope of your feed.

This Month’s Tip

#Hashtag. Filter. Read. These simple steps are the best way to select the most relevant posts. Another quick way is to click on the arrow in the upper right corner of your LinkedIn feed labeled Sort by. There are two options: Top and Recent. See which one works best for your interests.

Contact

Try this #Hashtag. Filter. Read approach. Let’s have a quick Zoom chat with a shared screen, and I will walk you through the process, so you can learn to strategically select LinkedIn posts that align with your interests. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 212.677.5770. Let’s get a higher return on the time you invest in reading on LinkedIn.

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 Step up to the microphone.

You may recall the phrase Why HER and Not Me?, which I often cite in connection with being quoted in the news media.

That same question applies to guests on podcasts as well.

These digitally recorded audio sessions may be an appropriate platform for you to promote your services and products. Like industry publications, podcasts are focused on a defined audience that is eager for information about how to Save Time, Save Money and Make More Money in business.

You don’t need to create your own show to jump on the podcast bandwagon. Instead, capitalize on the many podcasts that already serve your target market and offer to be a guest.

Podcast hosts are always looking for professionals who can share valuable insights with their audience. Indeed, speaking on a podcast is similar to leading a workshop or a webinar, in terms of your preparation and presentation.

In one week, recently, I recorded two sessions on legal marketing podcasts, plus I booked a date for another show.

I had not met nor corresponded with these hosts previously. I simply introduced myself via email as a Public Relations professional whose experience advising lawyers would be of value to their listeners.

Here’s the message I used to get the hosts’ attention, with some commentary:

Name,
Your podcast caught my eye (and ear) as a source of best practices in Marketing and Communications for attorneys.
(Clearly state that you listened to prior podcast episodes.)

As a Public Relations professional, I advise attorneys on using Media Relations, Marketing and Networking to grow their practice. Other goals include keeping in touch with contacts and referral sources, attracting employees to the firm and promoting pro bono and collaborative work.
(Here’s why the podcaster should interview you.)

Perhaps your audience would find my tips and perspective helpful.

Sample topics are:

• • A complex idea that people need to know more about
  • A strategy that few are doing correctly
  • A tactic that will make you stand out among your peers

I have previously spoken on these podcasts and at events serving the legal market:

• • Names of podcasts
  • Professional membership group
  • Local business networking group

(With these hot topics and your proven experience as a speaker, who can turn you down as a guest? Even if you have not been on a podcast before.)

Please let me know of your interest in having me as a guest on your podcast, which I will then promote on social media, in advance and after the broadcast.
(You will share the episode with your audience and thereby grow the podcaster’s listener base.)

Thanks.

Janet Falk

This Month’s Tip

Search online directories to find the podcasts most relevant to your target market. Start with these listings, as compiled by Ilise Benun of Marketing-Mentor.com:

• • Podbean.com
  • DigitalPodcast.com
  • ListenNotes.com
  • Podsearch.com
  • ThePodcastHost.com Best Podcasts Directory

In addition, you might search the web for Ten Best Podcasts in (name of industry).

Contact

Ready to introduce yourself to the podcast world? Let’s consider timely topics that would be compelling to your target market and then discover where they might be listening for advice. Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 212.677.5770 and we’ll develop a plan. Together, we’ll get you ready for prime time.

See also Use Reverse Engineering to Book More Podcast Spots.

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Photo credit: Michael Meyer

When you give a talk, plan in advance how to promote it before and afterwards

Let’s say you  spoke at a conference and had your photo taken at the podium.

You can then post the snapshot on your LinkedIn profile, so others can see your accomplishment. 

Build on your success with highlights of your remarks in a few short phrases. You may even link to an excerpt of the slide deck or a recording of the full discussion. For an example, click here.

Perhaps someone, who does not already know you, will want to learn more about you and your presentation. On LinkedIn, they can see your profile and read your articles. They can then visit your website and review your newsletters and publications.

Maybe she will be so dazzled by your provocative insights and dynamic approach she will invite you to speak to her group.

Or better yet, perhaps he will contact you to meet and discuss a project or interview you for a position at his organization.

As an event attendee, when you hear a thoughtful presentation, note the key points in your LinkedIn post. Then, offer your agreement or difference of opinion. Consider how you might implement those ideas.

If you shook hands with the presenter or posed in a group shot, share that photo and mention the content discussed.

On the other hand, a photo that says I spoke here or I met Famous Name delivers the same value as I drank coffee at my favorite café. It’s a non-event to your contacts.

In recent weeks, I have asked individuals who posted such event photos on LinkedIn to please share takeaways of their remarks or report what was discussed, so others may learn.

Most of those folks did not even reply to my comment. What? LinkedIn is a social media platform. Why did you mention the event and post a photo, if not to generate discussion and invite engagement and connection?

Here are four substantive responses to my inquiry with evaluations in italics:

• One fellow replied by sharing the recording of a practice session of his talk. This essentially duplicated the experience of attending the session. Terrific, especially because the event was in another country!
• One contact cited highlights in, literally, two words; then she referred to her “most recent article on LinkedIn.” OK. Better to provide a link to that article and make it instantly available.
• One woman replied that it was an internal meeting and content would not be shared. Apparently, the photo of eight panelists, plus caption naming two of the speakers, was designed to showcase the company’s diverse employees. How nice. Why should anyone outside that business care?
• One speaker’s post asked “Missed my presentation on topic?” and linked to his slide deck. Fantastic. His discussion was excellent and now many can grasp his insights.

You may recall I discussed a similar approach regarding the use of the Like feature on LinkedIn when commenting on posts by contacts. Those observations hold true for one’s own promotional activity on LinkedIn.

Consider how a post about your speaking engagement (or attendance at a meeting) may become more inviting and informative to your contacts by citing the content discussed.

This Month’s Tip

When you prepare to give a talk, remember to promote it before and after the event. Assemble a list of three to five takeaways. Recruit someone to take a photo, if there is no official photographer. As an attendee, plan to take notes AND photos.

Post the highlights of the event and a photo, with a substantive caption, on your LinkedIn profile and in relevant groups, plus on your Twitter account.

See also: COPE: Create Once, Publish Everywhere and Work Up Your Workshop in a New Format

Contact

Ready to get more mileage from your speaking engagement? Two goals are to put you on the road for another talk and to meet with prospects who were impressed by your remarks.  Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 212.677.5770 to learn how to share the wealth on social media.

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How? Subscribe, Share, Co-author, Ask and Introduce.

You probably are a member of several professional membership organizations and formal networking groups.

How do you interact with these colleagues on a one-on-one basis between meetings?

Start by connecting with each one on LinkedIn; also consider Facebook, X (Twitter), Instagram and other social media platforms, as appropriate.

Plus, remember the informal and virtual groups you’ve joined – the same approach applies.

Here are 11 ways to strengthen your ties to the members — individually and within the group:

1. Subscribe to (read and comment on) their newsletters – and invite them to subscribe to yours;
2. Notify them of potential clients seeking resources and services;
3. Share opportunities to submit articles for publication and speak to reporters;
4. Co-author an article in an industry publication;
5. Ask them about best practices that you can reference in an article, newsletter or LinkedIn essay; acknowledge their suggestions with links to their websites.
6. Comment meaningfully on their LinkedIn posts and articles;
7. Introduce them to other contacts who have an aligned interest;
8. Send an announcement of an event or webinar, article or podcast;
9. Schedule a get-acquainted chat or a periodic check-in phone call to consider how you might help each other;
10. Encourage them to host your workshop for their contacts to learn and network;
11. Invite them to attend your speaking engagements.

This Month’s Tip

Make a list of your professional membership organizations, networking groups, LinkedIn groups and other communities. Peruse the membership directory and cross-check those names in your LinkedIn network. If you are not yet connected, compose a connection request to introduce yourself, citing your mutual association. (Note: I am currently engaged in this outreach with a 90-member virtual group; about one-half have accepted my invitation.)

When you are already connected on LinkedIn, and it has been a while since your last interaction, get a meaningful conversation started using these prompts.

See also: Your Gold Mine of 5,000 Contacts, Grasp the Hidden Power of Your Networking Group and Everyone Knows Someone Worth Knowing.

Contact

Ready to create a stronger professional bond and extend your relationship with your in-person and virtual networks? Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 212.677.5770. Let’s develop a calendar to (re-)connect with your fellow networkers.

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Image credit: Christina Morillo

A giveaway delivers contact information to potential clients.

Are you looking for a way to get prospective clients interested in learning more about your services?

Many websites offer a FREE giveaway to engage with potential clients. These FREEBIES might be an informative Top 10 Tips, a checklist or a quiz, available in exchange for an email address (perhaps also a mailing address and phone number). The prospect is emailed a link to a document that may be downloaded from the website. Or there may be a link to a podcast recording or video.

The more your giveaway aligns with the needs of your target market, the more likely prospects will sign up to receive the FREEBIE.

The giveaway features insights or guidance, as well as your email address, phone number and website URL for subsequent contact, on an appropriate sheet bearing your logo and branded design.

You can add the contact’s information to your database, then plan for subsequent follow-up with a phone call or an invitation to an event. Or you may subscribe them to your email newsletter, because email is the most effective way to engage customers.

The marketing term of art for this giveaway is a lead magnet. Digital marketing professionals calculate that placing a lead magnet on a website may convert into leads up to 25% of all visitors who would otherwise abandon a website.

The most frequently offered giveaways are:

• Articles that explain how to do an activity
• Best practices to DO
• Best practices to NOT DO
• Calendar
• Top 10 Tips
• Worksheet

Where on your website might you place the offer of the giveaway? On the home page and on any other relevant pages. Or a pop-up that appears thirty seconds or longer after a prospect lands on the website. (The delay gives the visitor time to confirm that this is indeed the website and the resource she was seeking.)

There are standard web forms to request a giveaway that can easily be incorporated into your website. When setting them up, be sure to include a thank you to the prospect for requesting the material. Also, you may indicate the best way to keep in touch if there are questions regarding the content.

When you receive notification that someone has requested the giveaway, schedule a time to follow-up by email or phone in order to learn about the situation, need or problem of the prospective client.

This Month’s Tip

Your giveaway can keep on giving. Once prospects receive the link to the giveaway, or download the freebie, it is easy for them to share it with their colleagues and other contacts. This results in a wider distribution. Even if you may not know where the giveaway has been sent, by using a link shorten-er, you can track the number of subsequent clicks.

Contact

What inspiring ideas or tested tips might you share to get prospective clients interested in learning more about your services? Contact me at Janet@JanetLFalk.com , set an appointment here or call me at 212.677.5770. Let’s create your giveaway and give it a go.

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Image credit: ahsan

Maximize participation by paying attention to holidays.

You may recall I’ve advised that a story idea pitched to a reporter may become more timely by pegging it to a date on the calendar at least one month ahead. Some examples are:

• secular celebrations (Memorial Day, Boston Marathon);
• cyclical events (elections, Oscars);
• anniversaries (9/11, Hurricane Maria);
• and National Whatever Month.

Perhaps you noticed this list does not mention religious holidays; that was deliberate. Religious holidays may be fixed (December 25) or float according to lunar calculations, so it’s vital to check the calendar to avoid scheduling a gathering on such a day.

Accordingly, when planning an event, consider the opposite of the linking scenario; keep an eye on dates that might be detrimental to attendance.

In recent weeks, I was invited to three programs — a networking breakfast and two webinars – all on Wednesday, September 19. FYI, Yom Kippur, the holiest day of the year for Jews, was celebrated on that date in 2018.

As soon as I realized I was unable to participate in these gatherings, I contacted the organizer of each event and explained the overlap. I asked about re-scheduling the networking breakfast (which was five weeks later and had not yet been announced) and about receiving a recording of the webinars. The email also included a link to a Jewish calendar, so that the host might check it when planning another event.

Here are the replies:

From the host of the networking breakfast: “Thanks for the heads up — I will do my best to reschedule.”

From the Director of Sales & Events at the first webinar host: “Apologies for the oversight and thank you for pointing this out! We will certainly make note for future events. We are a diverse and inclusive company with absolutely no intention of shutting anyone out. The webinar will be recorded and the slides will be available to download later.”

From the Director of Marketing at the second webinar host: “[Company] tries their best to work around schedules including those of the presenters and staff, but we will be sure to keep all religious calendars in mind for future scheduling.”

These polite responses are appreciated and surely the scheduling conflict was inadvertent. Yet, it would have been so simple to check the calendar in advance to make sure the proposed date did not coincide with a religious holiday or other observance.

If there is an overlap with such a date, and the significance of a religious holiday is unfamiliar, the host should consult the appropriate clergy or someone knowledgeable to learn whether or not the holiday observance will interfere with a business event.

For example, many Christians worship in church on Ash Wednesday; this holy day is celebrated in February or March, according to the lunar calendar. After a holiday mass, these observers go to work as usual. Apparently, there is no conflict with holding a mid-morning, lunch, afternoon or evening program on that day.

In addition, it may be wise to note when corporate announcements by competitors are expected. No technology industry activities are held on a day when Apple plans to introduce a product, because all eyes are on that announcement event.

As a service to her clients, at the beginning of each year, Dottie Jeffries, a Public Relations colleague who is not Jewish, emails them a list of the dates of the principal Jewish holidays (Passover, Rosh Hashanah and Yom Kippur), as well as a few other days of religious observance. This helps her clients mark their calendars in advance and they are most appreciative of her reminder.

This Month’s Tip

Make it easy to find an available date on the calendar by blocking out federal and state holidays, plus days of religious observance. Here are links to religious calendars; adherents of these five religions account for 66% of the US population:

• • Buddhist
  • Christian
  • Hindu
  • Islamic
  • Jewish.

Contact

At what stage in planning an event should you check the calendar? As soon as possible, to ensure the maximum attendance. If you need help with scheduling, call me at 212.677.5770, set an appointment here or email me at Janet@JanetLFalk.com. Let’s not allow a conflict with a holiday rain on the parade of your successful event.

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This discussion has been lightly edited for evergreen content.

Be deliberate, not random, with contacts in your network.

You keep in touch with industry colleagues, current or former clients and business contacts, among others.

You’ve worked to establish and maintain relationships with all of them. They subscribe to your newsletter; they serve on a committee with you; you see them periodically at events. You even comment on their posts on LinkedIn and Twitter.

All to stay top of mind for that next referral.

For example, at Claudine’s suggestion, you met with Bernadette a few months ago. Bernie is on the board of a family-owned company. She mentioned your services to the other directors and the company has hired you.

Congratulations! Give yourself the credit you deserve. That is a referral from your network. That is not word-of-mouth.

Labeling that new business word-of-mouth degrades it, in my view. This new client did not materialize out of thin air on your doorstep in some random fashion. This project is not a gift from the universe.

You made a connection and you earned the project.

Trace the steps that led to this new assignment. Next, reinforce the process with an appropriate acknowledgment to the intermediate contact(s) who facilitated it. For example, I invite the referral source to lunch, so we may become better acquainted away from our phones. As for the referrer who lives in another city, a gift card to a well-known retailer is always welcome.

Now, during the slow summer season, take a closer look at your network and re-invigorate your connections, especially those who are potential referral sources.

First, combine all your contacts in one place. (See Your Gold Mine of 5,000 Contacts)

Then, classify them by priority, in terms of the strength of your relationship.

Set a calendar to daily call FIVE people by phone.

In that conversation of five or ten minutes, learn what is new in their world. Listen, without self-promotion or sales talk. After  you set a date to meet or resume your chat, you can check that name as complete and move on to the next person.

What do you say to these dormant contacts? Write a script: use these prompts to get started, then ask for a conversation of five or ten minutes to catch up.

• Your name came to mind in a review of contacts.
• Your business card re-surfaced.
• The news about _____ reminded me of you.
• Someone asked me about a _______ professional, so I thought of you.
• An article about _______ made me think of you.
• According to LinkedIn, you are now (at new company) (in new role). Congratulations!

Keep yourself visible and you will be the preferred source for that network contact and the many people in their network.

Consider: there is a new project that you could manage and someone is going to get it. Business does not go away; it goes to someone else who was top-of-mind. Be proactive and referrals, not word-of-mouth, will lead to your success.

This Month’s Tip

Best practice in leaving a phone number. When the contact is not available, leave a voice message according to a variation on your script. Be sure to mention that you are in the office today and tomorrow and you would love to hear from them. Write your phone number as words – two one two, six seven seven, five seven seven zero – and then slowly read it. This method will keep you from reciting the number faster than someone can write it down.

Contact

Ready to review your list of prime network contacts? Call me at 212.677.5770, set an appointment here or email Janet@JanetLFalk.com. Let’s polish your script, practice some calls and rev up your referrals.

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Word-of-mouth image courtesy of On-Hold Marketing.
Thanks to David A. Fields, whose latest book, The Irresistible Consultant’s Guide to Winning Clients, provided food for thought.

Lead a workshop at the office of your contacts.

Speaking engagements are a proven marketing strategy to get new clients. You may be invited to lead a session at a professional membership organization. You may also create your own event by recruiting a contact to host a meeting at their office and have that person invite their colleagues.

As an example, I advise attorneys with a solo practice or at a small law firm. Occasionally, they have a noteworthy case that merits news coverage, and they may use that strategy to put pressure on defense counsel. This is generally a short-term project; they do not need my services often enough to hire me on a retainer basis.

Solo attorneys are usually members of networking groups; perhaps Sandra handles Elder Law, Khadija focuses on Trusts and Estates and William has a Real Estate practice. They meet monthly and make it a point to refer business to each other.

Recently, I reached out to more than 50 attorneys with solo or small practices. I suggested that by having me lead a workshop How YOU Can Be the Attorney Reporters Call, they would accomplish three goals:

• learn the skills to introduce themselves to reporters and raise their profile in the media to attract more clients;
• enhance their leadership status among their peers by providing them with access to a resource like myself;
• have fun, as I offered to bring a cold six-pack of beer to the meeting.

Subsequently, I led a workshop on media relations for eight attorneys at which a lively discussion ensued. After the presentation, their feedback indicated how much they had learned from the session and that they would keep me in mind for future newsworthy cases.

This workshop or traveling classroom approach has helped me expand my network, which will continue to grow as these new contacts share my offer to lead future workshops with other colleagues.

This Month’s Tip

Look beyond the membership of a professional organization and the four walls of a classroom to teach a workshop. Develop an interactive session and offer it to your connections for their professional development and that of their peers. At this contact’s office, you’ll collect their colleagues’ cards and their appreciation.

Contact

Is it time for you to step to the front of the room? What topic would you prepare for a workshop attended by potential clients who might be willing to introduce you to their networking peers? Contact me at 212.677.5770, set an appointment here or email me at Janet@JanetLFalk.com. Let’s consider possible subjects and attendees.

See Back to School – As a Teacher and Do You Lead Workshops for FREE?

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Thanks to Chad Young for hosting the workshop.

Diverse perspectives of members yield strategies.

Networking. What could be new?

Your networking group is a source of direct referrals, of course, and some of its members may even become clients.

Through these contacts, you might land an introduction to a person connected to a company in your sights, following the maxim Everyone knows someone worth knowing (see Networking Towards the King)

Or you may do a good deed by connecting two contacts who might be helpful to each other as resources or referral sources. (see Turn Your Networking Inside Out)

Now, here’s the hidden power of organic or private networks often overlooked: that of the informal business coach.

Your network colleagues have heard your success stories over recent months or years. They see your dedication to your clients.

When you are stymied by a What should I do next scenario, consult the folks in your networking circle.

A dozen consultants of the Nonprofit Flight Plan, who advise nonprofit organizations on operational, marketing and financial issues, have, over the years, shared with me their insights and also suggested strategies.

Recently, a conversation touched on pricing for services. How does a consultant delicately — and forcefully — convey the value that is built into every interaction?

We focused on the understanding of a situation, the wisdom to make the appropriate recommendation and the capacity to follow through on the implementation. All these steps demonstrate the value of the consultant’s experience and the client relationship. This price tag cannot be calculated by the one-time fee for service or retainer.

This is an example of what makes the wisdom of a networking group priceless.

This Month’s Tip

Tap into your network for advice and your own brain-stretching. Networking meetings are not only about individuals and their presentations. It’s the collection of multi-disciplinary perspective each one brings to the table. Informally advising your colleague will help you exercise your brainstorming muscles, build trust among contacts and garner ideas to develop your own business.

Contact

Are you looking for invaluable advice? You may find it among your networking contacts. Let’s brainstorm who the best partners for you might be. You can reach me at 212.677.5770, set an appointment here or email me at Janet@JanetLFalk.com.

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See also: Everyone Knows Someone Worth Knowing

See the Who, What, When, Where, Why and How from an outside perspective.

When writing an article, an author or reporter traditionally thinks of the five W’s – Who, What When, Where and Why, plus How – as questions to be answered.

Here’s how that familiar paradigm looks when the reader is put at the center of the discussion:

Who: Who are you (as a business or nonprofit organization) that you are getting in touch with me? Do we have a prior relationship?

What: What should I pay attention to now? You may have interrupted my busy work day or my leisure time.

When and Where: Am I seeing this while at work, at night or on the weekend? Which vehicle did you use to contact me: newspaper, industry publication, email, enewsletter, LinkedIn, X (Twitter), Facebook?

Why: Why should I care about what you have to say? How will it help me to Save Time, Save Money, Make More Money, Save the World or Get More JOY Out of Life?

How: How shall I act upon this information? Will I call you, send an email, visit your website, sign a petition, make a purchase, attend an event or do something else? (Be sure to make that next step clear.) Is it easy for me to take this action? Did you indicate how I can contact you if I need more information?

Review your written message by responding to these questions and issues. Engage the reader from the get-go for a more successful response. It is not about me, the writer, business or nonprofit; make it about YOU, the reader.

This Month’s Tip

Look at the layout and design. How does the digital message display on desktop, laptop, tablet and phone? Does an image occupy so much of the page that the reader has to scroll to read the content? Is there sufficient white space to give the eye a rest? Make your piece visually appealing.

Contact

Ready to bring the reader’s 5 W’s and How into focus? Let’s sharpen your communication to direct the reader appropriately. Contact me at 212.677.5770, set an appointment here or email me at Janet@JanetLFalk.com.

See also Orient Your Newsletter.

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