Speak up. Your predictions might be right, but don’t be concerned if they don’t work out. Twelve months from now, no one will hold you accountable, even if your ideas turn out to be off the mark. Instead, reporters will remember that you had a forecast, and they will re-connect to hear your perspective for the following year.
Consider these ways to share the news about your company, instead of issuing a press release:
Send an email announcement to your clients and referral sources, plus your many contacts
Add a pop-up window or prominent mention on your website
Insert attention-grabbing text in your email signature
Post the news on your individual and company social media accounts
Mention the update to members of your networking groups
Of course, you should also take these steps to support the press release you’re issuing.
Prepare an evergreen newsletter article. 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.
Janet Falk is an excellent guest speaker. Her presentation “How to Market Yourself as a Subject Matter Expert” was well received by my group of newbie and veteran Expert Witnesses. Some of my members remarked that Janet’s presentation was “Informative and full of actionable tips” and “I truly enjoyed it”. Janet has a wealth of […]
A directory listing, like an elevator pitch, offers a bare minimum of information. You have to engage in conversation to flesh out the details. To start the relationship with a fellow member, introduce yourself by email. Focus on YOU, the reader/member, and establish shared interests. Your goal is to have the next conversation.
Hold a pre-meeting meeting. Arrange to meet your guest for a coffee 30-minutes before the meeting. Use this time to re-connect and catch up on their latest news. Hear what their agenda for the meeting might be. Plan to work the room together and maximize the moment.
I have known Janet for several years and am a former client of hers. I engaged Janet to help with a meeting sponsorship and she advised me on the best one to get. She arranged swag and setting up a table, and attended to many of the details. She did a great job and it […]
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.
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.
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.
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.
Being contacted by a reporter is like the lottery; you have to be in it to win it. Use a Media Profile to introduce yourself to journalists as someone who has her finger on the pulse of the industry. Think of trends that you see looming on the horizon. Consider big picture ideas that will spark interest in your insights. Is there an upcoming deadline that companies must meet? Anticipate how this may impact businesses in a specific industry or local area. Your ideas should help an individual, business owner or an executive to Save Time, Save Money or Make More Money.
I didn’t fully realize the benefits of a monthly newsletter and feared that writing one would be too time consuming. Reading Janet Falk’s newsletter for several months finally persuaded me to give it a try. To my delight, my first newsletter paid off immediately when several lapsed clients were reminded of their goals and got […]
Try ALL FIVE strategies and then focus on the ones where you feel most comfortable. Networking may be your favorite and speaking may give your stomach butterflies. Or vice versa. The e-book gives examples of how you can take some practice swings and become more comfortable with the approaches you don’t ordinarily use.
Focus on the reader. Shift the focus of your content from I and WE to YOU. That helps the reader connect with you and hear you talking directly to them.
Promote the benefit of working with you in the first half of the sentence and then explain how you will get the job done in the second part or the following sentence.
Turn your presentation into an e-book. When you prepare a workshop on a subject, you will pull many ideas together. An e-book is a terrific way to share them.
Janet spoke at the fall conference of the National Employment Lawyers Association (NELA) New York chapter on the topic of working with the press, a discussion that I organized. Janet’s participation was enthusiastically received by this group of plaintiff-side employment lawyers, and several participants commented to me that the presentation was very helpful. Janet’s recommendations […]
Help the reader or audience achieve the outcome. Now that you’ve educated the reader, listener or attendee, in most cases, your goal is for the person to contact you for your product or service.
When you want someone to give you a call, send you an email, visit your website or download a report, you have to provide them with the essential mechanism to take that step.
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.
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.
[Janet Falk’s essay Your Daily Pie of Time is] a great way of making vivid the fact of opportunity cost and tradeoffs.
Janet is a highly experienced author and speaker with whom I’ve had the pleasure of working at my continuing legal education nonprofit. Janet has authored several articles aimed at providing readers with practical advice and guidance about marketing, networking, speaking, writing, leveraging social media, and connecting with reporters, among others. Her ability to dissect each […]
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.
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?
Tips to improve your recorded voicemail greeting:
State your name (and company) so the caller can confirm she reached the party she seeks.
Invite the caller to please leave a phone number and message. State that you will return the call as soon as possible.
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.
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.
Prepare in advance to share your contact details. You can easily copy and paste your name, email and phone in the Zoom chat, preferably in the middle of the networking session, when everyone has arrived and settled in.
Save this contact information block as a DRAFT email to keep it handy. You’ll never worry that you typed so quickly you dropped a digit from your phone number.
We worked with Janet on a presentation that she gave to Women in Funds. Following the event, there was immediate feedback from at least half the people who attended – all of whom had glowing reviews. It was unanimously positive and people found it very helpful. We would love to do this event again with […]
#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.
Make a list of the many projects and tasks on your plate. Prioritize them by client score. That is, are they necessary for current clients? Will they attract future clients?
When you prioritize the activities from your Work Pie of Time, you will see which ones are the best use of your valuable time. Some can be handled by others and some may even be set aside, not to re-surface for a while. That’s okay. Not now does not mean never.
Create a giving appointment in your daily calendar. Research shows that keeping a gratitude journal for 15 minutes a day, three times a week, can enhance your feeling of happiness. By giving to others in your professional circles, you will give them a boost that supports their business, plus improve your own mood.
Consider how you can intentionally create more word of mouth by tapping into what is unexpected, memorable and sharable.
Consider the industries in which your clients operate along these lines. Look into your crystal ball for themes to share with reporters:
Trends, Competition, Consolidation, Regulation, Legislation, Litigation.
Email is the way. Whether the email newsletter is read that same day or at another time, the subscriber sees your name and mentally records the fact that you entered their In box. Now that it is more difficult to conduct business face to face and in person due to COVID, it is imperative that you remain top of mind among your connections. When relationships are reinforced by periodic email, it is more likely you will be remembered for a future contact or receive a positive response to your next phone call.
Send a holiday e-card to your many contacts. A simple text conveys greetings for the holiday season, plus the note that you have made a donation to Nonprofit Group in their name, in appreciation of your relationship.
Two can play the Marketing game better than one. After you team up, thank the client and celebrate. When you speak at an event or write an article, acknowledge the shared success. Post a summary as an update on LinkedIn, with a link to the article or the event announcement. You may also mention your article and presentation in your newsletter, again, thanking the client. When you attend the networking event or the trade association’s program, take photos that feature you and the client. Both of you can post the snapshots to your social media accounts.
Your profile may be complete according to LinkedIn’s checklist, yet underperform. Make the most of this free space.
1. LinkedIn automatically inserts the title of your current job in the Headline slot. You can change that easily. Does your headline describe the value you create for clients or the team? Does it use terms someone outside your profession would use? (Hint: No one seeks a Director.)
2. Is the length off the Headline close to the maximum of 220 characters? You can achieve this by using a mobile phone or tablet when you edit the headline.
3. Does your photo convey you are approachable?
4. Is your background default LinkedIn blue? Does it display information about your services, a cityscape or your company logo?
5. Have you received (and given) recommendations recently?
6. Do you display examples of your work, such as reports, videos and news articles, in the Feature section?
I am thrilled to recommend Janet Falk’s PR services for law firms. I recently retained Janet to work on some firm related PR initiatives. I drafted an article for publication. Janet was fantastic about editing it, making additional recommendations, and, once finalized, she was able to get the article placed with a reputable publication on […]
Run this checklist on your website. After you answer the questions about the home page, look at a few other pages and consider these issues:
1. Is there a sample of your expertise — a free downloadable white paper, tip sheet or quiz — upon submitting an email address?
2. Are the images relevant?
3. Do you invite visitors to contact you and display your phone number and email address on every page?
4. Is the latest issue of your newsletter available for review? Is it current? Is it easy for visitors to subscribe?
5. Does the website display well on mobile?
How often should you execute these marketing activities? Most businesses do not change dramatically in a short period of time. Schedule a date once every quarter to review each of the following, individually: Website, LinkedIn profile, Media Profile and an idea for an Article. Your Newsletter is probably published quarterly, as well.
Establish a system to add contacts to your Database on an ongoing basis. Plus, set dates to periodically reach out for a quick catch-up call or an invitation to attend a webinar or networking event together.
Schedule time to participate on Social Media at least three times a week, whether you post your own thoughts, share an article by another or comment on posts by your connections.
Whenever you create new material, such as a published article or newsletter, post it on your website, promote it on social media, incorporate a reference and link to your Email Signature and add it to your LinkedIn profile. (Links to your website and LinkedIn profile remain the same.)
I’ve sat through a lot of networking meetings with well-meaning business people reciting their all-about-me elevator pitches. Mine was better than most, but with so low a bar, that still didn’t make it good. It just didn’t deliver any real value to the audience. Janet’s ideas helped me energize my pitch, sharpen its focus, and […]
What are good questions to get the conversational ball rolling in your Networking Squared meeting? The best questions are open-ended, permitting the respondent to share an example or anecdote that illustrates the point of discussion. Some favorites are:
1. How do you help others: Save Time, Save Money, Make More Money or Get More Joy out of Life? 2. What was the highlight of the past year (or quarter) in helping a client? 3. (In reply to a statement) That sounds hard. How do you do that?
Janet’s monthly newsletter is a treasure trove of business growth ideas. It is the only newsletter that I receive from clients and business partners that I even take the time to look at. It is a true reflection of the benefits that one gets from working with Janet. I highly recommend that anyone looking to […]
Who might you partner with on this case study/publication/speaking project? Start by reflecting on the work you most enjoyed or found most remunerative and where you wish to secure more engagements. Now, create a list of those previous clients who deemed your services and advice a resounding success. Add to it other professionals who collaborated in a key component of the project. Perhaps vendors who contributed substantively to the outcome might be valuable collaborators in this case study as well.
One of my business goals was to write an article for a leading nonprofit magazine read by prospective clients. I published my article thanks to Janet’s guidance, strategy, support, editorial skills and her gentle reminders to stay on track. She even taught me how to promote the published article. Thank you Janet!
If the viewer’s eye is drawn to photos, what happens when there are no people in the picture? The world’s most popular radio station is WII-FM, namely What’s In It For Me. If a visitor to your website do NOT see someone in a featured photo, how will she identify with the activity or solution that is discussed?
Janet gave a terrific workshop at my firm, to a group of women attorneys from various walks of the profession, on how best to position oneself as a resource for the press. At my request, she tailored her presentation to that audience, so that her comments and suggestions were specific and relevant; she was also […]
It’s easy to turn your audio into print by following the Marketing strategy of C O P E (Create Once, Publish Everywhere). Summarize the key points of the discussion in a numbered list. Place the write-up on your letterhead and add the link to the podcast. Publish these Highlights as a post and article on LinkedIn, plus on your website. This makes it easy for someone to scan the topics and decide that she wants to listen to your remarks for 28 minutes.
Janet has given engaging and extremely practical programs at NYCLA’s CLE Institute. Attendees learned techniques that they could implement to build their networks, as well as hands on training on how to get noticed and quoted by the media. She is a pleasure to work with and a true professional, who I highly recommend
It’s Give and Take, not Take and Give. Networking works best when you think about others and reach out to assist them. Accordingly, offer to be a resource to the people you know. Set aside time every day to make a phone call or two that will get a conversation started. Suggest an introduction to someone of potential mutual interest. Ask for some advice. Put the ball in play and see where it leads.
With Janet’s help, one of our cases received local and nationwide attention from print and internet news outlets, and even from television producers. We highly recommend Janet and believe her efforts have helped raise the firm’s profile.
Don’t write the article; instead write a letter that proposes the article. Otherwise, you risk writing something too long or too short, meaning you will effectively write it twice.
I’ve known Janet for over a decade. She posses a depth of experience in public relations and marketing and whenever we come into contact, I learn something new. So many consultants offer only boilerplate solutions to organizational challenges. Janet doesn’t. I spend a lot of time reading a variety blogs, social media posts, reports, etc. […]
Your LinkedIn presence has three components: profile, network and activity. For optimal results, focus on each one separately, in a sequence over a few days, following these recommendations.
Janet Falk is a great practical motivator: the term requires a definition. Some people are very good at setting you off in the right direction in your career, but they don’t know the mechanics of how to get there. Janet does both. When first I met her, I had been down-sized and had vague ideas […]
Review your website as if a first-time visitor. Make three tweaks that do NOT require a designer. Consider the resources to ensure your website confirms you are who you say you are.
If you’re an attorney looking for press coverage, Janet can show you the various tools that will help you to get ‘in’ with reporters and journalists. It’s a no brainer for private practitioners, regardless of the substantive area of law they handle. Trust her, she knows what she’s talking about.
Review the list of a presentation and resources to start your newsletter, at least quarterly. Your contacts are eager to hear from you.
Janet says “Reporters call the people they know; they don’t call someone they never heard of.” She introduced me to a reporter for an interview on employment law. After my quotes were published in an online article, another reporter from the same publication contacted me on a different employment issue. She quoted me twice in […]
Play to the audience of your elevator pitch. It’s helpful to have several versions that you can tailor when you are speaking to one person, a trio of workshop participants or a room of networking group members. Consider also whether the audience is from the same profession as yourself, are members of a target market or represent a random assortment of occupations. Adjust your remarks accordingly.
Janet had great insights on (media relations), a topic that’s foreign to a lot of lawyers. She kept our audience of solo attorneys and legal professionals completely engaged.
Search online directories to find the podcasts most relevant to your target market. Also, search for Ten Best Podcasts in (name of industry).
Janet promoted Staten Island Legal Services’ first fundraising luncheon in 2013 to The New York Law Journal. She was able to secure an article in advance of the event, which is very unusual, and that news story helped us sell more tickets. The NYLJ also came to the event and provided coverage of the luncheon […]
These are among the most common networking groups. Consider letting your clients know about an upcoming program of possible interest, so you may attend together.
1. Professional membership associations
2. General business organizations
3. Interest groups (e.g., women-owned, ethnic)
4. Community service organizations
“It’s not easy to get on the front page of The New York Law Journal, and it’s usually for something bad. Here, we are on the front page and it’s for doing good! Thank you, Janet.”
It’s never too late to re-start the conversation. Use these subject line prompts, or your own variation, making sure the question requires a response, not a yes/no answer:
1. Your name came up in conversation with ____ (Put the name in the body of the email, so the reader will open the note.) What are you working on now?
2. This article/podcast reminded me of our conversation about ____ (link). What do you think?
3. Remember this email? Please help me recall what happened next.
4. Your business card re-surfaced. What’s new?
5. Your name came to mind in a review of contacts. Let’s meet for coffee and catch up.
6. According to LinkedIn, you are now (at a new company) (in a new role). Congratulations! When shall we celebrate?
This is one of the few times in my career when the realization exceeded the anticipation. Even though Janet was highly recommended by several professionals in the Public Relations industry, this Southern gentleman was not excited about doing business with a New Yorker. I must confess she did an outstanding job for our company. Not […]
How often should you post and when is the best time? Daily posts are recommended. If you want to post more often, wait at least four hours before posting again. People post and publish articles at all times of the day. Research indicates the best times to post are Tuesday through Thursday, with activity peaking at noon and between 5:00 and 6:00 pm.
Janet graciously guest speaks in my NYU graduate class in Marketing. Her presentations are thoughtfully put together and demonstrate numerous points with clearly articulated case histories from different sectors. She presents a wealth of expertise and is very generous with her time and patient with student questions. Janet also speaks at my FastTrac New Venture […]
Janet Falk has such fabulous ideas in her newsletters. I save nearly every one.
Take a closer look at your own business card and see how it matches these criteria:
Your name, title and company name
Description of your profession/service
Ideal client or target market
Contact information: street address, phone number(s), email address and website
Tag line that amplifies your offer
Distinctive logo or visual element that is not overused, e.g., not the scales of justice for an attorney
White or light-colored back, so the recipient can write a note there
Font size of at least 8 point for legibility
Substantial card stock that is not paper thin
Plan your post-conference activity. Take selfie-photos with the attendees you meet and event hosts. Post the pictures individually on LinkedIn with the name (@New Contact) and refer to the idea you discussed. Email the photo (and perhaps the link to the post) to the person with a note about your great conversation, along with the article or contact you promised. Invite them to connect with you on LinkedIn. You’ve started an in-person conversation; keep up the momentum.
Janet gave a wonderful interactive presentation on Best Practices in Board Communication and Media Relations to nonprofit professionals at the Board Leadership Workshop for the Nonprofit Sector Resource Institute. It was outstanding and participants commented afterwards that they had learned a great deal from her. The fact that Janet prepared it on an extremely tight […]
Offer value to the crowdsourced participant. When inviting the attorneys to provide ideas for the law practice article, I explicitly stated that their name, law firm name and a brief phrase about their practice would be included in the article. Similarly, I indicated my newsletter would include a link to the websites of the LinkedIn coaches who gave permission to cite their remarks. This approach underscored the benefits to the attorneys and to the coaches.
Janet gave a presentation How YOU Can be the Attorney Reporters Call at the New York City Bar Association. It was absolutely fabulous.
Use several social media platforms, relevant to your target audiences, to promote the content of your email newsletter: LinkedIn, Twitter and Facebook, plus your email signature.
Janet gave an excellent presentation to the Financial Executives Networking Group (FENG) not for profit special interest group on networking. Her approach focused on making connections with the leaders of organizations hosting networking events and was a refreshing change from the usual networking strategies. Janet is a very engaging speaker. I would recommend her to […]
Janet Falk was a wonderful guest lecturer at our Farmingdale State College Public Relations class. Janet shared a wealth of knowledge about a variety of public relations topics. Prior to the class, we discussed what had been taught already and she tailored her presentation to expand on their PR knowledge base. Janet covered a vast […]
How many LinkedIn recommendations are appropriate? A bevy of coaches responded to this question posed on LinkedIn and offered divergent views. The wisdom of the crowd is between five and 10, and keep adding to them. Note that only the two most recent ones are displayed and the oldest ones are unlikely to be viewed.
Four DON”Ts to improve your invitations: Do NOT say Please join us. Do NOT mention our distinguished panel of experts. After initially naming the sponsor of the event, do NOT promote that company. Do NOT use reverse type (light color on dark background), which is harder to read.
I highly recommend Janet Falk, a networking colleague who gives freely of her time to members of the group. When she noticed a reporter wanted a source to comment on first-time home buyers, she sent me the request, plus she suggested how to respond. I was contacted by the reporter and was thrilled to be […]
Promote the difference you made. Case studies are a familiar marketing tactic to develop trust with potential clients. Prospects read about your experience with a business similar to theirs and get a sense of how you might work with them. When you present the success you achieved with another company, you’re indicating that you: speak […]
Thank you, Janet Falk, for the smart, strategic information you provided on public relations and business communications. I now have excellent action steps to implement. I recommend Janet to all business owners who want to seriously improve their marketing materials and communications. Sign up for her newsletter, too. Janet is a total pro.
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.
I thank Janet Falk for taking on the task of communicating our efforts and fundraising to bring the historic Queensboro Bridge lamppost base to Roosevelt Island. She kept me on task for four years and was undeterred when I told her of another hurdle to surmount.
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.
Thanks so much for making this happen! Heather [Cabot of the TODAY Show] made YardShare sound very cool! Great job…loved the segment.
Your free 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.
… the NYLJ (New York Law Journal) reported on our recent move and developments in the practice. We couldn’t have made that happen without Janet.
When your co-presenter for a speaking engagement is a client, a referral source or a networking contact, you provide a more comprehensive view that also aligns with the participants. Plus, the interplay between two speakers –- when one asks the other a question, for example –- enlivens the session and keeps the attendees engaged.
Getting in the media is a great way for a small business to establish and grow its credibility, and generate interest in its products and services. Janet provided practical and easy to implement tips that any small business can follow. My NYC Small Business FastTrac students found these tips invaluable.
Prepare for your podcast interview by assembling a list of topics, illustrating them with examples and using visual imagery to spice up your language. After a series of points, circle back to summarize them. These tips will make your remarks more memorable.
Janet helped me achieve my dream as a pianist: to play in a concert at Carnegie Hall. First, she arranged for The New York Daily News and The New York Times to interview me about a benefit recital I gave at the Brooklyn Music School. […] I was asked to audition for [The New York […]
Make it easy to find an available date on the calendar by blocking out federal and state holidays, plus days of religious observance. The website www.calendarlabs.com displays religious calendars for 2018, so you can quickly confirm a date is holiday-free.
Janet did not know anything about our business and, very quickly, she totally understood it and she makes sure the reporters get it, too.
Instead of the default LinkedIn blue background, make it True Blue You. Get the LinkedIn background format for the DIY-er. Open a free account on Canva; there is a LinkedIn background template, plus there are formats for other social media platforms. Experiment with different text, fonts, colors and images. When you are ready, save the file; then have a design professional review and polish your work for viewing on a computer and on a tablet.
It was Janet’s wonderful press release that put us over the top and sold the story to The New York Times.
You keep in touch with industry colleagues, current or former clients and business contacts, among others. When one of them introduces you to someone, who becomes a new client, congratulate yourself. Give yourself the credit you deserve. That is a referral from your network. That is not word-of-mouth.
[Janet] secured announcements in The New York Times Weekend Calendar on multiple occasions; these generated increased attendance — and donations — at our walking tours and exhibitions. Sometimes, 85–90% of the attendees read about the program in the newspaper!
Look at the bigger picture from the perspective of a dentist, landlord and supermarket clerk. What is their desire or need in the community? For themselves? For their business? Which are the most pressing issues for them regarding time and money? Invite a dentist, landlord or clerk for a coffee chat, ask these questions and listen as you put yourself in her shoes.