Welcome
to
A-Train
B-sides...
You're receiving this -- the first edition of
A-Train B-sides -- because we've
talked before, either as clients, project partners, vendors, or maybe just
out on the town. We were the ones making marketing look easy.
For the last decade, we've helped clients in the non-profit, business and
public sectors with marketing, branding, strategy and public relations. We
thought it was time to create an e-newsletter that lets us share the
marketing love. It's about putting the "public" in publicity. What can we say,
we're givers.
In each monthly issue, we'll provide entertaining insight on marketing and
public relations concepts that you can apply in your own world. We'll
explore a new feature topic, marketing advice you can put to work, and a
timely assortment of networking events and tips for success.
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ever want to refer back to an older article but can't find your original
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We're passionate about the PR and marketing work we do, and we're pleased
to have the opportunity to offer you a glimpse into our office. If you have
feedback or questions you'd like us to discuss in a future issue,
drop us a
line.
All Aboard!
A-Train Marketing Communications
In The Know -
Because we can't keep all this knowledge to ourselves
Becoming a Storyteller
In most cases, self-promotion is so minor we don't event realize we are
selling ourselves: talking up your mad skills to a barista while getting
coffee, discussing your newest project at a dinner party, the way you
answer your phone, the font on your business cards, your handshake. But,
instead of just chit-chatting about how you made
NCBR's most recent list,
you might want to consider refining and defining your story a bit.
Reporters often learn the "5 Ws and an H" in J-school: The who, what, when,
where, why and how. Your story is the why and the how, and it's what gives
your company or organization individuality and personality. Less jargon-y
and more interesting than an elevator speech, your story is a tale of
overcoming the odds, tangible compassion or laugh-out-loud business
miracles; it's about adventures in foreign lands that inspired something
great back home or how irony, fait, luck or happenstance turned your empty
wallet into something lucrative.
It's the kind of stuff Hallmark cards are made of . well, in some cases.
If you recognize your story, can tell it naturally, and recognize what
makes your story sexy (that's flack-speak for interesting), it not only
attracts potential clients-your barista, the wine-guzzling dinner party
guests, the person on the other end of the phone-it can also grab the
attention of a reporter or editor of a local newspaper or magazine.
And what can be better than getting a stellar write-up in your local rag,
which happens to be sent out to thousands of people waiting to shower you
with money?
The 5 Ws and an H for storytellers - Ask yourself these questions to help
you focus your story:
- Who or what influenced, inspired and motivated you or your business/organization most?
- What's makes you or your business/organization relevant?
- What challenges, barriers have you overcome?
- Where do you hope to take your business/organization?
- Why have you been (or not been) successful?
- How did you get where you are today?
The Hook-Up -
Taking the work out of networking
Don't be That Guy
How to avoid over-compensating for your small network
We've all experienced "that guy" at networking events. You know, the guy
who walks into the room, makes a b-line to the bar, chugs his first beer,
and has seven more drinks in the next hour. Or the guy who gushes about his
recent yacht purchase, his booming stock portfolio and his ever-growing
relationship with the mayor. Or what about the lady who seems to think that
airing her dirty laundry is a good icebreaker.
We've all experienced "that guy" at networking events. You know, the guy
Let's face it: no one wants to be that guy. Networking shouldn't be about
trash-talking your co-workers, it's not a beer chugging contest and it's
not a place to brag about your financial status. It's a place to meet like-
minded professionals, make valuable business connections and create a
lasting, positive reputation-and have fun while you're doing it.
There may not be a purple pill for networking, but these tips are sure to
arouse your success at your next business event.
The User
Remember, quality over quantity
A woman introduces herself to you as the owner of a local house-painting
company and promptly asks if you need a new hue on your home. You tell her
that you actually rent an apartment, and just like that she ends the
conversation. With a quick "It was nice to meet you," she wanders off.
You're left wondering what you said to offend her.
The fact is, you didn't say anything wrong-you just had your first
encounter with
The User.
The User doesn't know how to make small talk about business, doesn't know
how to listen and simply skims the surface for potential clients, brushing
off those that don't fit the bill. Avoid being The User and create
connections with those people that you network with. Even if you only talk
to two or three people the entire night and make connections with all of
them, you've succeeded. A genuine interest in those few people and their
companies will ensure that they remember you and your business card.
The Braggart
Check your ego at the door
It's true, networking functions tend to focus on matters of business, but
that doesn't mean you need to boast about your finances. Keep topics casual
and don't take the conversation to the bank. If you find the conversation
migrating to matters of money rather than business, gently steer the topic
in a different direction.
Also, avoid useless namedropping. If you're talking with someone who you
think might know a potential business contact for you and can strengthen
your connection with that person, by all means, name drop. But for heaven's
sake, don't brag about your 8 a.m. meeting with Sonny Lubick.
The Rookie
Because some topics of conversation are only meant for Facebook
Keep the pillow talk for the bedroom. Don't drag your late-night escapades
onto the networking breakfast table. Basically, don't ever start a
conversation with, "Dude, I downed way too many shots of (insert liquor
here) the other night ."
Other common rookie mistakes: cursing and getting visibly drunk.
The Trash-Talker
Tell it to your Mom: No bad-mouthing at networking events
If you're having boss or coworker troubles, keep it to yourself. Dishing
your office drama only makes you look untrustworthy, unhappy and
unprofessional. Remember, the person you're networking with today could be
your boss tomorrow (though it's highly unlikely you'd ever get hired if
you're trash-talking your current boss or colleagues).
And even if your competition is nowhere to be seen at an after hours social
event, there's no need talk them down to other professionals. Focus your
energy on talking yourself up.
The Anti-Networker
If you don't want to network, don't come
We all have those days when the last thing you want to do is schmooze.
Sometimes it may be best to just call in anti-social to a networking event-
because you don't want to be confused for The Anti-Networker, the person
who parks themselves in a corner and makes no attempt to speak to anyone.
This person can also be found hiding amid groups of people, silently
smiling and nodding as everyone else socializes. They often utilize props
to distract others from their mute demeanor: munching on plates of
meatballs, reading, and re-reading brochures or business cards, fiddling
with their Blackberry or looking at artwork or nature photos like it was a
fieldtrip.
The best way to be the anti-anti-networker is to just jump in head first.
Be brave, listen attentively and promote the crap out of yourself.
