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She who tells the best story wins.

Look Out The Window: Write the Press Release First

Talk about a great way to look out the window! According to this article from Wired, the way to pitch an idea to Jeff Bezos at Amazon was to write a press release. (You only need to read the first three grafs of the Wired piece — the rest is about Amazon’s foray into cloud computing.)

What a brilliant idea this is. Not because press releases are so important (they aren’t, and sometimes aren’t even needed at all.) It’s that the exercise of writing the press release first is the epitome of looking out — rather than in — when evaluating a new idea. It forces you to answer the question: Is this interesting to anyone but us?

I’d love to try this.

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Filed under: Uncategorized

Look Out The Window

I believe one of the key roles that any marketing and communications professional needs to play is representing the view from outside the four walls of the company. I think people on the agency side fulfill this role rather naturally, but it’s also an crucial role for those of us on the client side.

What do I mean, exactly? My former colleague Leah Holzman had a great expression for this idea that I use to this day — you need to “look out the window.” If you only focus on what your business needs, you will have a much harder time moving your message into the marketplace. That’s because the people you need to leverage to spread the word — journalists, clients, conference organizers — don’t care about your business. They care about their audiences and their business objectives.

Some of this is about business empathy — the ability to think about the needs and wants of the people you interact with instead of only focusing on your own needs and wants. But it’s also about a few specific habits that can help you fulfill your role to look out the window:

1. Read a lot. You need to read as much as you can within your industry, but get beyond that, too. My regular media diet includes the NYT, the WSJ, the New Yorker, AVC, Feld Thoughts, and Seth Godin. I also pick stuff up from my Twitter, LinkedIn and Facebook feeds.

2. Share what you learn. Part of your role of “looking out the window” is to point out the view to others in your organization. When you see a story on a trend that is related to your business, but in a slightly off-beat way, send that around. I’m not talking about the really obvious stuff — people should pick that up on their own. But, for example, I recently shared two stories — one from Morning Edition and another from AdAge — about the Consumer Electronics Show (CES) as the new place where marketers learn about consumer trends. This isn’t directly related to our business — we sell email intelligence solutions to marketers. But it’s indirectly related and gives a sense of what some of our clients and prospects are thinking about.

3. GOOTO (Get Out Of The Office). If you spend all your time talking to people inside your organization it’s hard to figure out what matters to people outside your organization. If you are in PR you should have a natural role in speaking with media, a great source of outside information. But anyone in marketing should be talking to clients, prospects, partners and prominent people within your industry.

What your your tricks for “looking out the window”?

Filed under: Inspiration, Marketing

Why I have a “hooray” file and you need one too

There’s a lot of bad career advice in the world. But early in my career I read an article with this tip: Any time you get significant praise, drop it into a file marked “Hooray.” Then, when you have a bad day, pull out your hooray file and flip through it. It will remind you of all the great things you’ve done and all the great people you work with.

I’ve been doing this for well over a decade and it really works. Not only does it help life my mood on a tough day (and, as a PR pro I’m likely to have a lot of those) but it also comes in handy at performance review time.

Your hooray file can be paper or electronic — I actually have both. I have an email folder since most praise comes that way now, and then a paper folder for notes and such. I actually recently started putting some of the physical notes up on the wall over my desk. That’s been a real mood and confidence booster.

What are you waiting for? Start a hooray file today. You’ll be glad you did.

Filed under: Inspiration

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