Corporate media strategies adapted for SMEs

Public Relations wasn’t exactly what I expected. I wrote hundreds of press releases and countless advertorials. I loved it. Working late nights meeting CEOs of large financial corporate companies was informative and motivating. Watching the sun set over Johannesburg from the corner office in one of the high rises in the city is one of the most beautiful views I’ve seen.

I certainly wasn’t dressed like an executive. It was my silent protest against consumerism. I was the guy with his sleeves rolled up, drinking litres of coffee, scratching on a notepad and listening to everything.

Most executives in the financial services industry have no time for pleasantries – it’s all business. Get to the meeting, do the job and get out. But when they’re faced with a TV or Radio interview they suddenly become jittery.

I’ve watched the Financial Director of a large corporate sweat his way through a tough news interview because the journalist asked him a question he couldn’t answer. When he walked off the set, I thought he was going to collapse.

That’s the moment I realised the value of my job. You see, I wasn’t just there to write press releases, I was there to help these influential people prepare for tough interviews.

So today, I’ve pulled out excerpts from the executive media training material I developed. It’s easily adaptable and works in the small business world too.

Corporate media strategies for your small business

Maintaining the upper hand when speaking to the media requires a systematic and strategic approach. When delivering a speech to a group of your peers, you’re able to decide on the content you will put forward in your presentation.

Unfortunately, when you’re sitting in the hot seat and a journalist is asking difficult questions, your control over the situation hangs in the balance.

Understanding your target audience is one of the key requirements you need to consider when taking part in an interview. If you are called to a radio or television station to discuss a predetermined topic don’t be afraid to ask the following questions before arriving at the interview:

1. What topic will be discussed?
2. Who is the person conducting the Interview?
3. What are the audience demographics?
4. How long will the interview last?
5. Is the interview live or pre-recorded?
6. Is there a list of questions which could help you prepare for the interview?

These questions give you ample time to prepare for the interview. If you are prepared, you’re more confident and persuasive getting your message across to the public.

Obtaining knowledge from the champions of a certain division in your company will arm you with the information you need to prepare and maintain control. You will be able to shape your key message to suit your business requirements and even if you are blindsided with difficult questions you can use bridging tactics to direct your answer in the right direction. Let me know if you want to know more about bridging tactics.

Assessing the delivery of your message

Once your interview is done and the article is written, or the interview is broadcast on radio or television, you should find a team of honest individuals, whose opinion you trust, to critique the message delivered in the interview.

In the corporate world, this team consists of senior executives with the ability to provide constructive feedback by highlighting problem areas and suggesting improvements. In your small business, it could be a trusted friend, family member or an employee.

This team should also be able to double as your crises communication team in the unfortunate event of an internal crisis made public. The following checklist should be used to evaluate your performance and helps you identify areas of improvement.

Questions to assess your performance:

• Did I represent the company professionally?
• Was I appropriately dressed?
• Did I come across as confident and friendly?
• Did my body language show signs of nervousness, disinterest or irritation?
• Did I deliver the predetermined message accurately?
• What areas of improvement should I focus on?
• What did I excel in?

Hope you enjoyed the read... If you're struggling with a media appearance or any public speaking event. Pop me an email. I'm happy to help.

4 steps to develop a winning marketing strategy for your SME

As a small business owner you need to gain consumers trust by letting them know how your product or service can add value to their lives. Marketing for SMEs is much different than marketing in larger corporations.

In South Africa, approximately 91% of the formal business sector consists of SMEs. It contributes between 52% and 57% to our GDP. Owners underestimate the importance of aligning marketing strategies to the company’s business plan. As a result, many SMEs fail within the first year.

Four steps to get the most out of your marketing and advertising strategy

Step 1: Market research – The foundation of your strategy

Strategy is essential to the marketing process. Don’t try to guess your target market. Gain an understanding of your target audience and develop a marketing plan that aligns with your business goals. Call your competitors to find out what they’re offering, visit websites and do research.

Your marketing plan should be specific. It must be complimented by a focused message which hits your target with pin-point accuracy. As a small business owner you can’t afford to miss the mark. 

Keep abreast of new developments in your industry and don’t lose sight of your business goals.

Tip: Keep your marketing plan simple and update it at least twice a year.

Step 2: Develop your brand – It could make or break your business

Whether you run a small guesthouse, sell souvenirs or work as a carpenter, your business should be easily identified by a trustworthy brand. Brand development isn’t an expensive privilege reserved for large corporations. While it might take some time, you can develop your unique brand inexpensively. 

Remember: Your brand determines how customers and consumers view your enterprise.

A successful brand is not created in one day. It requires creativity, science and commitment. You must believe in your business to develop a clear, specific and credible brand. Most importantly, your brand must stand out from the rest in the market. It should be easily recognisable, desirable and create interest to attract customers to your organisation.

Step 3: Establish your message – You have something to offer

Every business has something unique to offer to its clients. This unique selling point (USP) is one of the most exciting features of your business. Use the USP to create a message that summarises your enterprise for prospective clients.

Developing a strong marketing message will create awareness and drive customers to your business. If you have employees, make sure they understand and believe in your USP and marketing message.

Commitment, loyalty and positive attitudes are not only important among employees who are in direct contact with customers but at all levels of the company’s organisational ladder. This can be achieved through training, human resource development and recognition of employee contributions to the company.

Tip: Distinguish your message from competitors to position yourself as a unique, professional and trustworthy brand.

Remember: Your business has something special to offer to the market.

Differentiation could increase the number of inquiries you get. It also helps you land a larger percentage of the prospective clients.

Step 4: Choose your marketing vehicle – Target your audience

You’ve completed your market research, decided on your brand and your marketing message. Now it’s time to deliver your message to your target audience. It’s important to find the correct medium to relay your message. As an SME, you probably don’t have massive financial resources to dedicate to advertising and marketing your brand.

Advertising on television, radio and even the newspaper is very expensive and might not reach the audience you need to target. If you operate within a small community, find creative ways to engage your consumers directly.

Never underestimate the power of word of mouth advertising. If you employ people from your community, make sure that they speak about your business positively. Partner with them to spread the word about your business. This is the most cost-effective way to attract new business and create awareness of your product and services.

No matter what vehicle you use to market your business, it’s important to remember that commitment and loyalty to your brand can’t be bought. Your marketing strategy should enhance the positive attributes of your organisation and entice consumers to hand you money.

Just putting it out there... 

If youd like to find out how to master persuasive business writing techniques, click here... 

How to generate lucrative business ideas

Every successful business starts with a unique idea which is developed and implemented by a determined team of people. However, if you hang your business’s success on one idea, this could result in serious limitations and put the future of your business in jeopardy.

Finding innovative ideas should not be challenging, especially if you are able to establish a vast pool of ideas where you can draw inspiration from. The reality is, ideas are quite random and there is no set formula to creating the perfect idea. Much like a popular work of art or a good piece of music, an idea is only as good as an individual’s perception of it.

The famous painter, Vincent Van Gogh, created hundreds of artistic masterpieces during his lifetime. However, the sad reality is that he only sold one painting while he was alive and appreciation for his art was only realised after his death. This is proof that to have a successful business you must take advantage of the ideas you are having today and turn them into existent opportunities before it is too late.

Every successful entrepreneur will tell you that their business was built on an idea or a variety of ideas. However, the only similarity in their success story would be the vast difference in the origination of these ideas.

“Apple doesn’t make four billion semiconductors. Apple is only its ideas – which is only its people.” – Steve Jobs

To effectively create a strong source of ideas, use all the resources at your disposal. When looking for a new idea to market a product or service, draw on the experience and knowledge of trusted staff members, colleagues and friends. Not only will this provide you with a fresh perspective on your business, it could also help you identify key individuals who could help you bring the original idea into reality.

Before you can start generating excellent business ideas, you should have an in-depth understanding of the market you intend to operate in and what you want to achieve in this market. To do this successfully, read market research papers, case studies and competitor movements.

“Research your idea. See if there's a demand. A lot of people have great ideas, but they don't know if there's a need for it. You also have to research your competition.” – Magic Johnson

Doing research this will give you a fair understanding of the state of the market and allow you to eliminate the failed efforts of others. Once you have the information required to make well balanced decisions, you are one step closer to mastering the art of generating a steady flow of good quality ideas. Creative thinking plays an important role in the idea generation process. However, to think creatively you need to inspire your mind by providing it with the knowledge required to make a decision.

Building a network of people that you can bounce ideas off or even source ideas from will definitely benefit your business prospects. If you decide to have a brainstorming session with trusted employees, share you research with them before the meeting so that they get an understanding of the knowledge required to generate new ideas.

During the brainstorming session try to encourage everyone to participate by maintaining strict control over the flow of ideas. People tend to speak over each other, eagerly trying to share their ideas. Encourage everyone to write down their ideas as and when they arise, especially if someone else is speaking. This will allow you to listen to each idea carefully and reduce any interruptions. Monitor the group closely, if they look tired or disinterested, take a break. Drained people generate worn-out ideas.

The old adage, there is no such thing as a bad idea, exists for a reason so discourage everyone from laughing or insulting the ideas emanating from the brainstorm. Limiting yourself to only having great ideas could result in the waning of your confidence levels but aiming to have many ideas will allow you to identify and pursue the best ones.

To identify the strongest ideas, ask your team to vote on five of the best ideas generated during the brainstorm. The idea with the most ‘yes’ answers to the following questions is usually the winner:

• Does this idea add value to the business?
• Would you wish that you thought of this first if you saw it elsewhere?
• Can we build on this idea?
• Will this challenge our competitors?
• Am I willing to invest time and money in this idea?

As with any creative process, practice makes perfect. To identify the strongest ideas, pay attention to the world around you. When having dinner at a restaurant try to find innovative ways to improve the service you receive. Of course, if you come across a lucrative business idea that you wish you thought of first, investigate it, find innovative ways to build on this idea and bring it to the market. 

This will get you into the habit of constantly thinking about new ways to improve your business.

It doesn’t matter where you get your ideas, write them all down in a reliable notebook and revisit them frequently with the aim of improving each one. This will help you separate the wheat from the chaff.  Many of the best ideas are often forgotten or replaced by less lucrative opportunities. Failure to record your ideas immediately could result in a missed opportunity which is left open for another entrepreneur to capitalise on. 

Just putting it out there... 

How technology can change what you mean to say...

If you're like me then you read thousands of words every day. Research reports, financial and business reports, press releases, articles, book excerpts, websites, blogs, emails and the odd video or two. 

I often spot errors that most people would glance over and never give a second thought. In fact, sometimes, I make these mistakes myself. So, I go back to my own training material to remind myself and others about the importance of reading and editing your own work. 

Here's a short excerpt from my Business Proposal and Tender Writing Course.

Technology and the fundamentals of spelling and grammar checkers

A spelling and grammar checking program is the double edged sword of the writing profession. The Microsoft Word Spelling and Grammar Checker is the most widely used and is excellent for helping you edit and proofread your writing.

However, many writers become totally dependent on this tool and totally ignore the limitations it has in producing grammatically correct copy. Use the spelling and grammar checkers wisely and always ask a colleague to proofread the entire document before sending it to the prospective client.

Every writer must understand what automated grammar checkers and spell checkers are able to provide in the way of assistance and improvement, but an understanding of its limitations is also vital. Spelling and grammar checkers should complement your writing, editing, revising and proofreading process. Not replace it!

Spelling the wrong word correctly

Spell check only works effectively when catching typos. These are words that are blatantly misspelled. A spell checker will not highlight instances where you have used the wrong word.

Spot the error: We have the tunic ability to identify and fox your mistakes.

The spell checker only confirms all of the words that are in the software dictionary, not whether you, the writer, have used them in the right place or even in the right order or context. Think about common mistakes when using ‘their’ and ‘there’. A spell-checker will not highlight where you might have used the wrong one. You would have to read your writing to notice this common mistake.

Spell checker’s consistent failure

Consistency plays a vital role in presenting prospective clients with a professionally written proposal. Spell checkers are particularly bad in consistency leaving the door open for different spellings of the same word within a sing document.

Spot the error: We need to complete the authorization process before we can process your payment. Kindly complete the authorisation document attached to this email.

A successful business needs strong writing skills to build sustainable relationships with clients. I can help you draft a range of professional, exciting and persuasive business communications including letters, emails, brochures and website copy. 

I hope this helped you... If you have any questions or would like to find out about other "language traps" we often fall for in business communication, just give me shout... 

Just putting it out there... 

Aiden Sookdin 

Pastorpreneurship – How much is your soul worth?

I first published this article on MoneyClub.co.za... 

There’s an important issue that I’d like to address with you today. It’s once again deeply personal and deeply controversial.

Every day, millions of desperate and destitute people walk through the doors of local churches praying for a miracle. They look to their pastors and priests for guidance. They praise and worship in massive, beautifully decorated churches with their hands outstretched waiting for an anointing from God. 

I’m sure you’ve heard pastors preach about prosperity; how by diligently tithing one tenth of your income every month God will rain down healing and blessings on you from above. The message is so powerful that the congregation is fired up ready to devote themselves completely to the glory of God. 

I have done thorough research on this. I’ve read every chapter in the Bible related to tithing and not once does Jesus, or even the Old Testament Law of Moses refer to tithing in the same way some pastors want you to pay it today.

What is a tithe according to prosperity teaching Pastorpreneurs?

According to world-renowned pastor, T.D. Jakes, “It’s a tenth of your gross income. A tithe is your opportunity to worship God through obedience by setting aside what is holy unto the Lord. This money is exclusively for God’s use. God takes what is His very seriously.”

Ironically, T.D. Jakes is worth $18 million. Where did he get that money? His congregation paid it in tithes and offering.

Who tells Jakes what to do with that money? God apparently does. Is there any way for you and I to confirm this? No.

I’ve only found three people in the Bible that tithed. The first was Abraham, second were the Israelites living under the Old Testament law and the third are the Pharisees.

I will gladly tithe the same way that these people from the Old Testament tithed and I encourage you to too!

The only three groups of people that tithed according to the Bible

 1.     Abraham tithed from the spoils of war – Not his income

 Despite Abraham having lots of gold and silver, Abraham only tithed once in his entire life. He did not tithe from his personal wealth but he tithed from the spoils of war. This means that any pastor demanding that you pay 10% of your income every month goes against the way Abraham tithed.

 Now, I can already hear you saying to me, “Jesus tells us to tithe.”

 Let me be clear… Jesus never gave the instruction to Christians to tithe. However, he commended the Pharisees for paying their tithe and even they didn’t do it the way you’re required to tithe today. 

 2.     The Pharisees – Tithing under the Old Testament law 

 The Pharisees never paid money to the church. Jesus commended the Pharisees for tithing their spices like mint, dill and cumin. He then went on to say that they neglected more important matters of the Old Testament law – Justice, mercy and faithfulness. He said, “You should have practiced the latter without neglecting the former.”

 3.     The Israelites – Livestock and Agriculture – No money exchanged hands

 The Old Testament commanded the tithing of agricultural products and livestock for farmers living at that time. Israelite farmers had to bring the 10^th portion of their crops and livestock to the Levites. This doesn’t mean they Israelites didn’t have money. They had money but paid NO tithe on it.

 Will you be cursed if you don’t pay your tithe?  

 At this point, I realise that preachers like Creflo Dollar, T. D. Jakes, Billy Graham and our local charismatic preachers will tell you that if you don’t tithe you’ll be cursed.

 Well, that is also a misrepresentation of the Bible teaching from the book of Malachi 3:10… It certainly speaks about a curse but let’s look at it in the right context. Malachi was a prophet speaking to Israelites about tithing under the old law of the Old Testament.

 ¹⁰ bring all the tithes into the storehouse, That there may be food in My house, And try Me now in this,” Says the Lord of hosts, “If I will not open for you the windows of heaven And pour out for you such blessing that there will not be room enough to receive it. ¹¹ “And I will rebuke the devourer for your sakes, So that he will not destroy the fruit of your ground,Nor shall the vine fail to bear fruit for you in the field,” Says the Lord of hosts;¹² And all nations will call you blessed, For you will be a delightful land,”Says the Lord of hosts. 

The point is, if you’re told that you will not be saved if you don’t pay your tithe, then your pastor or religious leader is using your soul as a bargaining chip. How much is your soul worth to a pastorpreneur?

 Well, to them it’s worth 10% of your monthly income.

 
So what did Jesus say about money and entering the Gates of Heaven? Turn your attention to Matthew 19:16-30

 ^“16 Just then a man came up to Jesus and asked, “Teacher, what good thing must I do to get eternal life?”

 ¹⁷ “Why do you ask me about what is good?” Jesus replied. “There is only One who is good. If you want to enter life, keep the commandments.”

 ¹⁸ “Which ones?” he inquired.Jesus replied, “‘You shall not murder, you shall not commit adultery, you shall not steal, you shall not give false testimony, ¹⁹ honor your father and mother, and love your neighbour as yourself.”

²⁰ “All these I have kept,” the young man said. “What do I still lack?”

 ²¹ Jesus answered, “If you want to be perfect, go, sell your possessions and give to the poor, and you will have treasure in heaven. Then come, follow me.”

 ²² When the young man heard this, he went away sad, because he had great wealth.

 ²³ Then Jesus said to his disciples, “Truly I tell you, it is hard for someone who is rich to enter the kingdom of heaven. ²⁴ Again I tell you, it is easier for a camel to go through the eye of a needle than for someone who is rich to enter the kingdom of God.”

 Based on this powerful statement from Jesus, how do you explain to these pastors that, due to the size of their inflated bank accounts, they will struggle to enter the Kingdom of God?

 ·         Joseph Prince – Net worth: $5 Million (Singapore)·         Chris Okotie – Net worth: $10 Million (Nigeria)·         Matthew Ashimolowo – Net worth: $10 Million (Nigeria)·         T.B. Joshua – Net worth: $15 Million (Nigeria)·         T. D. Jakes – Net worth: $18 Million (United States)·         Billy Graham – Net worth: $25 Million (United States)·         Creflo Dollar – Net worth: $27 Million (United States)·         Chris Oyakhilome – Net worth: $50 Million (Nigeria)·         David Oyedepo – Net worth: $150 Million (Nigeria)

 Question everything – It’s your right to know where your money is going!

 I’m not telling you to question your faith. I’m telling you to question the people that appear to be the leaders of your faith. 

Some of the richest churches in South Africa are full of devout followers that will do anything and everything their pastors tell them to do. Cast your mind back less than a year to the pastor who fed his congregation grass and made them drink petrol.

 The unscrupulous religious leaders will avoid your questions and tell you that God spoke to them. They’ll highlight how bad you are for questioning them. They will throw unsubstantiated Gospel quotes at you and fill you with the fear of God using scriptures out of context. 

Just like your politicians, they’ll fool you into believing that they have your best interests at heart. They will drive around in flashy cars, live in huge houses and fly private jets all around the world – all at your expense.

 Feel free to donate money to your church but make sure that you know where your money is going. If you don’t get a straight answer to your question, then consider your membership closely.

 I don’t mind if you don’t agree with me… In fact, unlike your pastors, I encourage that. So, if you have anything to add to this conversation, please send a respectfully written response to fast-track@fsp.co.za.

Aiden Sookdin 

AuthorThe Home Business Tycoon