Creating Your Virtual Speaking Roadmap with Jane Atkinson

Speaker Launcher

Join Jane as she takes you on a journey to build your custom step-by-step roadmap to take your virtual speaking program to the next level. The post Creating Your Virtual Speaking Roadmap with Jane Atkinson appeared first on Jane Atkinson.

2020 61

Make the product unique, not the packaging

Speak Schmeak

My hubby, a marketing manager and buyer for a specialty foods store, was visited by a vendor with a new product, a product that is similar to other products in its category, except for one thing: the size of the packaging, which is a good 1-2 inches taller than the other packaging in the category. Here's my husband's take on the issue: "Make the product unique, not the packaging."

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Spirituality Niche: Glut Market Demands Pragmatic Positioning/Packaging

Jane Genova: Speechwriter - Ghostwriter

This week, a marketing firm sent the specs for a copywriting assignment in what can be labeled the "spirituality" niche.   What players in the niche have to do is what all marketers of mature whatevers have to do: Position and package the services and products aligned with demand.   In bold type were the instructions, "No new-age, no platitudes about inner growth, journey, consciousness."

2014 43

STEM Is Everything - But Marketing Know-How Is What Positions & Packages the Everything

Jane Genova: Speechwriter - Ghostwriter

Success happens through marketing.   Among the musts are positioning and packaging your persona and presentation to fit with the audience. Yet, from the get-go, marketing, including self-promotion, is rarely taught. But marketing? The lack of that kind of specific training reflects the ambivalence in America about marketing. His classic thought piece is "Marketing and Its Discontents." Shark Tank. Y Combinator. Selling to Amazon.

2017 40

Language - Use of "Disappointment" Positions and Packages You as Sophisticated (understatement is in)

Jane Genova: Speechwriter - Ghostwriter

" It can damn whomever or whatever is discussed and, simultaneously, position and package the speaker as sophisticated. A blue-collar trucker who sometimes hires me for marketing communications for his wife's enterprises wasn't happy with the first draft of a mission statement. Although this is a visual era, words still function as public relations workhorses. One of those words is "disappointment."

2020 43

Make the product unique, not the packaging

Speak Schmeak

My hubby, a marketing manager and buyer for a specialty foods store, was visited by a vendor with a new product, a product that is similar to other products in its category, except for one thing: the size of the packaging, which is a good 1-2 inches taller than the other packaging in the category. Here's my husband's take on the issue: "Make the product unique, not the packaging."

Getting Executive Communications Assignments: Package, don't push

Jane Genova: Speechwriter - Ghostwriter

 And the reason it had occurred to me is that in the past three months I have been focused on how I package my marketing materials. I had decided to try creative comprehensive packaging because pushing had set me up for exploitation. Badly burned, I tried out putting together a package instead of the standard cover letter.  My package was all that I needed. 

Higher Education - Will Be Forced From Positioning & Packaging Itself as Luxury Brand to Returning to Public Service

Jane Genova: Speechwriter - Ghostwriter

Another shift that is needed and could happen is that academia ditch its chase after positioning and packaging itself as a luxury brand (hahaha, remember what has happened to lux brand Neiman Marcus ). In marketing timing is everything. Complimentary consultation on your marketing communications in COVID-19 time. Scott Galloway has been on the money in his predictions over and over again. Those include calling the collapse of WeWork. 

2020 43

Daily Mail - Dems Position/Package Hillary Loss As "Perfect Storm"

Jane Genova: Speechwriter - Ghostwriter

 Contact Jane Genova for complimentary consultation to get the competitive edge in your marketing communications (janegenova374@gmail.com). The Daily Mail reports that the Democrats are still at it. That is, they are justifying why it was a Hillary loss in Campaign 2016 versus a landslide win. Essentially, the explanation top Hillary aide, Karen Finney, provides on CNN was to leverage the platitude of the "Perfect Storm." " Here are the details.

Mail 43

PR Agencies - Beward How You Position/Packages Clients' Reward Programs

Jane Genova: Speechwriter - Ghostwriter

Rewards programs have become a standard marketing tactic. So important have they become that companies such as credit card providers will use them as a key competitive differential. They  They often are promoted more prominently than other features. And that's exactly why public relations firms come under scrutiny when a client's rewards program is slapped with a lawsuit, as with Staples.

Why Marketing Like Starbucks Will Destroy Your Business

Succeed Speaking

“ Do NOT do what big companies do with their marketing, but instead do what those companies did when they were small and wanted to grow rapidly.” ” That’s some brilliant, powerful advice from Eben Pagan’s new marketing report which you can download free here (affiliate link). When they first started, they had a tight, focused marketing campaign, based on a powerful “unique selling proposition.”

2013 109

[Podcast] Marketing Strategies to Book More Business with Carolyn Crummey

Speaker Launcher

I think one thing anyone reading this article can agree on is that developing effective marketing strategies for your speaking business is essential for finding and securing new prospects and clients. So, let me ask you this: Do you have effective marketing strategies in place and are they doing what you want them to do? […]. The post [Podcast] Marketing Strategies to Book More Business with Carolyn Crummey appeared first on Jane Atkinson.

2017 46

Those Cover Letters: Packaging Yourself for Success in 2014

Jane Genova: Speechwriter - Ghostwriter

Cover letters are all about packaging yourself.  The goal of that packaging is to convince those hiring for jobs, contract assignments or services that you are  the best fit.  You have to do that  just the way the big-time marketers do at Pepsi-Cola and the NFL have been doing for decades.   Here's the marketing reality: Cover letters are not about presenting a laundry list of facts.   Packaging is an art, not a science.

2014 47

Good Handwriting - Still Marketable

Jane Genova: Speechwriter - Ghostwriter

that professional handwriting expert will "write out cards, postcards and send occasional packages for a major marketing campaign." They used to call it "nun's handwriting." " That was versus the scribble medical doctors were known for. Back before digital, there were hours set aside in the school week for us to practice penmanship. Yes, it was perceived as important. On our report cards at St.

2015 54

"Retirement" - Has That Been Story Line Positioned and Packaged by Financial Services Industry?

Jane Genova: Speechwriter - Ghostwriter

They come to coaching to figure out how to position and package themselves to become more marketable.  "Nearly half of Americans have less than $10,000 stashed away for retirement, according to a report by GoBankingRates."  "  - Jessica Dickler, CNBC, March 6, 2018. Here is the article. Of course, $10,000 won't go very far. So, financial experts project that what has been traditionally known as "retirement" has become a fantasy.

2018 40

Stimulus Optimism - Stocks Are Doing Fine, Labor Market Isn't

Jane Genova: Speechwriter - Ghostwriter

So, the stock market rejoices at any sign of financial aid from government to the people. As BusinessInsider reports, rumors about a federal stimulus package neutralized angst over escalating tensions with China. The implications of the recent stock market rally are profound.

2020 52

Writing - Not (highly) Marketable as Standalone Skill/Service

Jane Genova: Speechwriter - Ghostwriter

" Therefore, those who are savvy about how to position and package their skills/services have already rebranded. Currently they declare they are in space such as marketing communications or content management.    Those who are not astute about the dynamics of the labor market stay stuck playing in the writer sandbox. My recommendation is: Look to the market and keep looking at it since it will always mutate.   In marketing timing is everything.

2020 43

Writing - Positioning & packaging it in education as a tool, not career path

Jane Genova: Speechwriter - Ghostwriter

Several years ago I delivered a talk to writers on how opportunity lies in marketing communications. Therefore, in college, to motivate students to invest themselves in writing, the message should be positioned and packaged as: This is a critical tool. And it will save you a bundle to put together your own job-search marketing materials, ranging from a LinkedIn Profile to a cover letter.

2016 43

'Tis Season for Over-Communication - 5 Tips for Positioning/Packaging Expressions of Goodwill

Jane Genova: Speechwriter - Ghostwriter

Instead, we are preoccupied with our own marketing initiatives for 2017, If we need you, you will hear from us.  Contact Jane Genova for complimentary consultation to get the competitive edge in your marketing communications (janegenova374@gmail.com). Every businessperson knows the game: We are supposed to leverage the holiday season to get our brandname in front prospects and current clients and enhance organizational goodwill.

2016 43

Marketing & Its Discontents - Bob Dilenschneider's Thought Pieces Published on Holidays

Jane Genova: Speechwriter - Ghostwriter

Public relations player Bob Dilenschneider keeps using the same trusty tools for marketing his Manhattan boutique.  The interesting issue: How will he position and package what is to inspire us?   Among them is publishing thought pieces on holidays. They are meant to be inspirational, that is, lifting the spirit. The next holiday coming up is Labor Day. So, we can expect to hear from Dilenschneider again.

2020 40

Picking the High Hanging, High Value Fruit

Speaker Launcher

Most Recent Post Speaker Marketing Speaker Product Development product development speaker packagesWe always hear about picking the low hanging fruit. That is the business that is right in front of us. It might be a stack of business cards that you have not followed up on or leveraging your inner circle. Some of us can do a better job of picking that fruit and nurturing our […]. The post Picking the High Hanging, High Value Fruit appeared first on Jane Atkinson.

2015 40

Content Marketing - Facebook Changes Everything

Jane Genova: Speechwriter - Ghostwriter

Facebook, with its 109 billion active users , has changed marketing communications. How we in professional services position and package ourselves is also in play. Instead there must be the human being in the marketing message. Not your in-house marketing team or outside agency. Lawyers, whom I advise in their marketing, love evidence. And not just for consumer products companies.

2016 46

Thank You, Marketers, Politicos, and Other Concerned Players, For Not Sharing COVID-19 Messaging

Jane Genova: Speechwriter - Ghostwriter

And those elsewhere, such as on ABC News with David Muir, are positioned and packaged in a more engaging way.    In marketing timing is everything. Complimentary consultation on your marketing communications in COVID-19 time.

2020 52

Can't Find a Bicycle to Buy? - Try Nextdoor Listserv, Flea Markets, Craigslist

Jane Genova: Speechwriter - Ghostwriter

  For a two-wheeler I have been browsing at large flea markets such as Stormin' Norman's in Toledo. Exactly the right positioning and packaging for your messaging.

2020 56

Secretary Geithner - 7 Communications Lessons

Matt Eventoff

Click here to view the embedded video. Click here to view the embedded video. It is never a good week when one of the most highly regarded investors of all time, Warren Buffett, declares that the economy “has fallen off a cliff&# after previously stating that the financial crisis is an “economic Pearl Harbor.&#.

Your Content Marketing (including your books) - That's Not About You

Jane Genova: Speechwriter - Ghostwriter

Too much of content marketing is ineffective. One major reason for the miss is this: The content marketing, in tone, organization, and text/visuals, isn't created to engage prospects. The classic example of the wrong everything in content marketing is the book intended to both brand the author as an expert and to sell the whatever.  Is the package customized for each target, such as iGen or Baby Boomers?

2019 40

Content Marketing - Be Interactive (8 Musts)

Jane Genova: Speechwriter - Ghostwriter

The problem with much of content marketing is this: The focus is on providing polished content, not a sales pitch. Reality: Content marketing is, of course, about eventually closing the sale. Call to Actions (CATs) which are positioned and packaged as solutions. Typical The meme in content marketing has become: More is Better.

2016 50

Bob Dilenschneider's "Decisions" - Books No Longer Stand-Alone Marketing Platform

Jane Genova: Speechwriter - Ghostwriter

Publishing a book, as Bob Dilenschneider is doing (yet again), can be a powerful marketing tool. But, just like every other marketing strategy in a digital age, that has changed - profoundly.  Currently, the advice to ambitious professionals is: A book is useful as part of an integrated marketing campaign.  Otherwise, an effective and cost-efficient marketing strategy is the free substance-heavy e-book downloadable from a website. 

2019 43

The $8.27 Trillion GlobalTourism Industry - Game-Changer Needed in Marketing

Jane Genova: Speechwriter - Ghostwriter

Along with that could be discontinuing packages such as "15 Affordable Days in China." " The low end of the market will have to be replaced by segments which are prepared to pour money into the local economies. Venice and Barcelona are among the growing number of locations pushing back against the mass tourist industry.    All those visitors have been disrupting the natural rhythms of the cities. In some cases, the beauty has been marred.

2019 43

It's not the college major, it's the packaging, pitching

Jane Genova: Speechwriter - Ghostwriter

  What we are are what we package and pitch ourselves as.    Yes, OVER-50 is targeted at Baby Boomers but it's a career guide for all seasons, including those just starting to figure out how to get and enhance an edge in the labor market. Incidentally, that market is supposed to become a whole lot better, predict policy leaders Barry Bluestone and Mark Melnick. 

Businesses & Marketing - Learning (plenty) from Barbie's Ecosystem

Jane Genova: Speechwriter - Ghostwriter

So, businesses are experimenting with marketing approaches new to them. Many of them are hearing a lot about positioning and packaging their services as an "ecosystem." As Susan Baker details in her book "New Consumer Marketing: Managing a Living Demand System," there were and still are Barbie fan clubs, Barbie conventions, lines of merchandise such as Barbie logo clothing, and animated videos such as "Barbie in the Nutcracker."

2018 40

Hillary, Huma, Chelsea - The 3 Marketeers

Jane Genova: Speechwriter - Ghostwriter

Instead she will represent genius in marketing. That spotlight will include her fellow marketeers Huma Abedin and Chelsea Clinton.    And, dear Chelsea, her contribution to the marketing effort is her ability to deliver on-time. The 3 Marketeers could well be positioned and packaged as the new paradigm for closing any sale. If Hillary Clinton wins in November - especially if it's a landslide - her personal brand will do a 180.

2016 43

Generation Alpha - The New Money Game Will Shake Up Public Relations, Marketing et al.

Jane Genova: Speechwriter - Ghostwriter

Why this and more should matter a whole lot to the public relations and marketing industries is because of this: The ways in which they interact with the world will shape the new money game globally. So, what might be some of the lessons for public relations and marketing?

2020 52

Content Marketing - It's all about selling

Jane Genova: Speechwriter - Ghostwriter

It's puzzling: More and more marketing communications firms are positioning and packaging themselves as "supporting brands." That is, the content marketing about Brand X's unique anti-aging cream sells more of Brand X. The line has blurred between marketing communications and public relations. " That phrase is appearing increasingly in help-wanted ads searching for talent.

2016 43

Marketing - Learning from Urban Machine Politics

Jane Genova: Speechwriter - Ghostwriter

So much of current marketing in professional services is frantic - and ineffective. I parachuted in with what I had found out was effective in positioning and packaging aging professionals. Help-wanted ads cry out for those with contacts in established media, track records in social media and the ability to be out there glad-handing. That may or may not bring in new business as well as reduce client churn. What has been effective from the get-go is this: Doing favors.

2017 40

Cryptocurrency - Marketing Communications Pros Know It's Here to Stay

Jane Genova: Speechwriter - Ghostwriter

The market is factoring out bitcoin's - and, by extension other cryptocurrencies' - volatility. Those of us doing marketing communications assignments positioning and packaging what goes by the shorthand "crypto," also know this financial innovation is here to stay. More pitches are being developed for Everyman to enter the bitcoin network. The recent volatility of equities has served crypto well.

2018 40

2+ Months Holiday Season - Marketers Shooting Themselves in the Foot

Jane Genova: Speechwriter - Ghostwriter

  It's almost as if the marketers throughout America have made a pact to create a 2+ months holiday season. Brand Christmas may be so overexposed that it will never recover its once-powerful positioning and packaging.    You owe yourself a complimentary consultation about your marketing and advocacy communications. On Facebook, during the third week of October, a woman posted:  Please let me enjoy Halloween. 

2017 40

Marketing - "Fun" Is Open Niche in The New Aging

Jane Genova: Speechwriter - Ghostwriter

Once ignored, those in over-50 demographic are being chased by marketers. Some might roll their eyes and declare that service or the associated products are just another not-needed created by The Great American Marketing Machine. " Companies, non-profits such as churches, and individual vendors can gain market share by positioning and packaging all products and services as being custom-made for the new aging and include fun. Marketers, listen up.

2018 40

Marketing Professional Services - Google Is Our Store Front

Jane Genova: Speechwriter - Ghostwriter

So far, its target market is small business but that could change. Positive results in new business development comes from how I position and package the services online. Traditional large and midsized law firms should join the small ones and solos in feeling threatened by the online, on-demand services of LegalZoom. It has managed to migrate from B2C to B2B.

2018 40

Rotten Tomatoes, et al. - Shutting Off Power of Traditional Marketing

Jane Genova: Speechwriter - Ghostwriter

Are we coming to the end of marketing, at least as we have known it? Reviewer Rotten Tomatoes, reports the LA Times , can kill off a film, no matter how much the makers have spent in marketing. The marketing has begun for her September 25th 9:00 A.M. Increasingly, the  trust is in peers , not the current Mad Men who struggle to position and package products and services. If there is a high-value coupon, I might heed some of the marketing.

2017 40

Bloodbath Expected in Stock Markets - Businesses Have to Re-Think Pricing Strategy

Jane Genova: Speechwriter - Ghostwriter

She will probably have plenty of company after the stock markets do their thing today. BusinessInsider reports: "US stocks set to tumble after soft data from China cast a somber mood on global markets on the first trading day of the New Year." " The BusinessInsider headline reads: "New Year, new stock market bloodbath …" The mindsets of many businesses as well as consumers have shifted to extreme apprehension. It is 6:29 A.M. New York Time.

2019 43

Content Marketing - Hey, where's the CTA (Call To Action)?

Jane Genova: Speechwriter - Ghostwriter

Yet, so much content market remains indirect. Classic is the content marketing in the public relations industry. Content marketing is about selling. The exception is those who can afford to position and package themselves as thought leaders. It's a dog fight out there for business. Lots of research and creativity are invested. But there is no CTA (Call To Action).

2016 43

The Marketing of Everything: America's Dirty Little Secret That Must Be Kept Under Wraps

Jane Genova: Speechwriter - Ghostwriter

His background in public relations reaches back to a time when the discipline was separate from marketing. How public relations agencies market themselves reflects on how they might be positioning and packaging their clients' marketing - and even hands-on sales. Those of us over-50 have to become aware of blind spots in our marketing. One goes all the way back to Harvard marketing professor Ted Levitt.

2019 40