Be a Smart Messenger

My friend Elizabeth Marshall gets to work with some of the best minds in the business publishing world.  She’s arranged virtual book tours with luminaries such as Seth Godin, Guy Kawasaki, and Keith Ferrazzi, and as such, has played an instrumental role in crafting relevant messages for millions of readers. 

Elizabeth recently held a teleconference during which she shared some of her key strategies for creating and delivering an impactful message.  Because I feel that these are important whether you’re marketing yourself or a vacuum cleaner, I’ll share some of them here:

Tell your version of the story:  If you think about it, nothing is really new or novel.  What makes you uniquely qualified to delivery this message as opposed to another one?  Don’t be afraid to be boldly self-expressive.

Achieve your audience’s burning desire:  The entry point of your message should appeal to your audience’s most pressing need.  It has to compel people to open the door and listen to the rest of what you have to say.

Give it FEPS: A compelling message will offer the target Financial, Emotional, Physical, or Spiritual return on investment (ROI).

Provide real value:  After you bring them in, you have to demonstrate that you deserve their trust and attention by putting forth a high quality, high substance product. 

Be consistent:  Flash in the pan marketing has run its course.  The most effective promotional strategies are often used day in and day out (for example, writing a blog or doing speaking engagements) and always support the same central message.

Keep in mind that an effective message is the why, not the what.  I’ve failed to make this distinction in the past, for example telling potential readers that my work explores twenty-something workplace issues rather than the fact that my work keeps young professionals happily and gainfully employed during their twenty-something years.

Elizabeth is offering another free "spreading your message" call today at 5PM ET, so feel free to join and hear her wisdom for yourself!

Comments

[Frode H]

Hi.
Being able to tell a story is important when it comes to motivating and getting things done.
"Tell your version of the story" - This is true, it is hard to be totally original, but it is more in the way you tell it. Hollywood is good at doing so :) And you can also be a good storyteller, just make it a bit personal :)

Enjoy your blog.

[Alexandra Levit]

@Frode: Agreed, although sometimes it feels like Hollywood puts out things that tell the exact same story the exact same way, and you sit there and wonder, "who greenlighted that?"