You’ve prepared and done your homework. You’re a natural in
front of the camera and a designated spokesperson, and you know your subject
inside and out.
All of which begs the question: Why should you worry and
sweat when a member of the media shoves a microphone under your chin and starts
pelting you with questions?
The interview is moving along smoothly. You’re feeling
confident and you’re articulate. You’re using all of the right buzzwords and
your colleagues are watching your interview on TV and congratulating your
shining moment from afar.
Then wham-bam-boom. The interviewer suddenly poses a
question that you want to really, really want to avoid answering. Anything but that question, your brain mutters.
In reality, this scenario happens quite a bit, and it’s all
too easy to falter when an interviewer lobs a question your way that you want
to evade. What to do?
It’s called bridging—and it works.
Rather than answering the question that you’re desperate to
avoid, you strategically pivot the interview to drive home your message.
In essence, you need a “bridge” to pull the conversation
back to the main points that you want to convey. It’s imperative that you stay
on track, remain poised and continue to deliver your key points to your captive
audience—despite the question.
By staying on topic, it allows you to control the
conversation and stick to your agenda.
The key to bridging successfully is always having a pipeline
of phrases and words stored away in your head that ensures that you can pivot
away from the ick-question and steer the interview back to the points that you
want to amplify.
If you need time to
think, give yourself a few seconds by initially responding with “That’s a great
question—one that I think about often,” and then provide a “bridge” statement
that can start with “What’s important to remember…” or “Let’s not forget…”
both of which are transitions that allow you to tailor your answer with
compelling information that effectively articulates your main points and speaks
to your audience. Just remember that everything is on the record and it’s crucial
to tell the truth.
And why’s it important to the success of your business?
There’s a better way to boost brand awareness that doesn’t
involve paid marketing, namely advancing your public relations efforts using
earned media management as part of your key messaging and storytelling
Earned media management is focusing on journalists,
influencers and consumers to promote your brand through word-of-mouth, news
coverage, shares on Facebook, retweets on Twitter, and website comments and
feedback. It’s publicity that’s created by a third party – and it’s free.
And while it’s not rocket science, engagement is key, as is
creating compelling, relevant and informative content for your brand – stories,
posts and tweets that are share-worthy.
And building online relationships with your core audience is
vital, as those are the people who will help you expand your reach.
Between 25 and 40 percent of website traffic and lead generation results from earned media, and consumers, journalists and influencers who share messaging on social networks can potentially reach thousands – even millions – of people.
of a product or products that you gravitate toward. Maybe you like Nikes better
than New Balance. Maybe a Dodge product means superior quality in automotive
Think of a product or products that you gravitate toward. Maybe you like Nikes better than New Balance. Maybe a Dodge product means superior quality in automotive craftsmanship.
Do you know why (and how) you draw the conclusions you do? Do you understand what made you choose your last purchase over competitors’
Branding helped you choose. Branding is why
“Band-Aid” brand is so recognizable (though there are plenty of other
adhesive bandages to choose from). There are too many soda options to list
here, but pretty much everyone on the planet knows what Coca Cola is, and their
sales continue to stay strong.
Branding your agency is critical. It does not have to cost a
lot of time or money, but it does require some thought and intention. Here’s a
bit on branding in 2019. No one writes the rules and none of the rules are
anchored in stone. But being mindful of what to consider when branding your
agency – which is the public’s perception of you – helps you hit the branding
There is nothing like a solid, well-built email list – one that actually has people and businesses you want to reach.
Though some consider email “old-school” in the face of social media and text messaging, beautifully built content within your enewsletters and even within simple emails, can reach your audiences in ways social media platforms might not.
To that end, you need email addresses. You also need to not engage in spam (using email addresses you’re not entitled to). Here’s a great bit on how businesses can legitimately and effectively gain new email addresses, thereby continually growing their audience reach.
If you’re like the vast majority of Americans, you probably created a few New Year’s Resolutions for 2019 a couple months ago. In addition to the standard exercise more, eat healthier and get organized, did your resolutions include
new business development?
you identified a few business-oriented resolutions or you’re just considering
ways to improve your business in 2019, we offer ideas to incorporate into your
daily professional practices.
Developing the Mindset. If you don’t have it
already, you need to develop a “business development” mindset.
a thorough understanding of how new business factors into your business’s
revenue and operations goals over the short-term and long-term.
you have that understanding, it’s much easier to develop a plan of where to
prospect for that new business.
Business Development Activities to do Now. Refer to our recent blog about business development activities you can incorporate right now as a quick and effective way to get started. 10 Business Development Activities.
Think Outside the Box. Brainstorm, create
diagrams, pictographs, charts or doodles—whatever it takes to get your
up with as many ideas as you can for where you can source new business. Then,
do deep dive research into each idea and prioritize them.
a solid plan to follow-through on your Top 3 ideas. Keep the additional ideas
in a safe place and refer to them after you’ve implemented the Top 3.
Stay Positive and
Face it – you’re going to run into some negativity while prospecting for new
business. For your plans to be successful, it’s imperative to keep a positive
mindset in the face of negativity.
every business development idea you have will be successful, and that’s okay.
Use the unsuccessful attempts as a learning activity to improve your efforts.
Don’t give up and keep developing creative new ways to locate news business for
additional note: Remember Alliant National is a great resource to advise and
educate independent agents on prospecting for new business.