Digg it UP - Business

How To Write Really Good Ads
All sales begin with some form of advertising. To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way. The credit for the success, or the blame for the failure of almost all ads, reverts back to the ad itself.Generally, the "ad writer" wants the prospect to do one of the following:Visit the store or website to see and judge the product for himself, or immediately reach for his credit card or write a check and send for the merchandise being advertised.Phone f

d, had no problem plonking ourselves down uninvited at her table. We consequently spent the entire evening with her, blatantly holding our tape recorders underneath her nose. Her personal publicist hovered discreetly at a distance, forbidding anyone else to join our table for the entire evening.

I had known mo

A New Branding Consciousness
Facebook, MySpace, Xanga, Friendster, Flickr and other social networks are creating a generation of self-branding experts who will see, hear and filter messages differently than ever before.Millions of young people are creating, maintaining and manipulating their personal brands everyday online. They decide which images to show, which friends to feature, which notes to post, which people to exclude and shape the ways others perceive them. In a perpetual digital high school environment where clicks rule and people are conscious of how, when and why the

In the late Seventies, it felt safe to roam around London streets late at night. Visiting American celebrities weren’t so regimentally guarded as they are now. They weren’t always flanked by burly bodyguards, or a retinue of anxious PR people forbidding journalists to ask them an impromptu question. When I used to be a freelance film journalist, it was easy to get interviews with celebrities. Nowadays, showbusiness is completely PR driven. If you are lucky to get more than ten minutes with a celebrity, their subservient publicist will be glued to their famous clients' side, making sure you stick to asking innnocuous questions. In those days, stars were more accessible. I once asked the actor Robin Williams for an interview in Tramp, the Jermyn Street nightclub and he granted me a breakfast session at the Savoy hotel, the following morning. In those days, journalists were allowed to enter the five star hotels by the main entrance and sit in the lobby with their camera crew, if they had one in tow. Nowadays, journalists are usually requested to use the tradesmen’s entrance.

When Raquel Welch was promoting her yoga book, ‘The Raquel Welch Total Beauty Book’ at the Hippodrome in the early Eighties, a gang of enthusiastic journalists, myself included, had no problem plonking ourselves down uninvited at her table. We consequently spent the entire evening with her, blatantly holding our tape recorders underneath her nose. Her personal publicist hovered discreetly at a distance, forbidding anyone else to join our table for the entire evening.

I had known mos

How To Know You're On A Winner
The catchword today for business is flexibility.With changes in suppliers, customers, and the processes connecting them altering almost daily (or so it seems) the future clearly belongs to the organisations which can adjust to change quickly and effectively.The good news for Call Centres is that, unlike more traditional sales organisations, the modern Call Centre has the equipment in place to measure this easily.Instead of doing a sales training course and then waiting some weeks or months before you can reasonably evaluate the effe

e a freelance film journalist, it was easy to get interviews with celebrities. Nowadays, showbusiness is completely PR driven. If you are lucky to get more than ten minutes with a celebrity, their subservient publicist will be glued to their famous clients' side, making sure you stick to asking innnocuous questions. In those days, stars were more accessible. I once asked the actor Robin Williams for an interview in Tramp, the Jermyn Street nightclub and he granted me a breakfast session at the Savoy hotel, the following morning. In those days, journalists were allowed to enter the five star hotels by the main entrance and sit in the lobby with their camera crew, if they had one in tow. Nowadays, journalists are usually requested to use the tradesmen’s entrance.

I had known mo

Maximising Your Communication When Replying to Emails
Answering emails has the same importance as answering telephone messages. Usually an email may more usefully be replied to with a phone call rather than another email (think about that)Emails need to be sorted into priorities;• “For your information” emails can be filed without answering.• “Requests for information and service” emails need to be addressed early, especially if from a customer (or manager).• General and personal communications can be responded to last.• Where someone has carried out a request which w

In those days, stars were more accessible. I once asked the actor Robin Williams for an interview in Tramp, the Jermyn Street nightclub and he granted me a breakfast session at the Savoy hotel, the following morning. In those days, journalists were allowed to enter the five star hotels by the main entrance and sit in the lobby with their camera crew, if they had one in tow. Nowadays, journalists are usually requested to use the tradesmen’s entrance.

I had known mo

Follow-Up: Diligence and Persistence Pay off
Follow up is a critical activity for maximizing your lead potential. Whenever you meet anyone you should immediately send a follow up letter, postcard, phone call – anything to keep your name in their mind.You go to meetings and business networking events to make contacts. The contacts you make might not be interested right away but if you do a good job of follow-up, when they are ready they know who to call. Good follow up activities include:Postcards Emails Phone Calls Letters Flyers Seminar invitesYou don

n the lobby with their camera crew, if they had one in tow. Nowadays, journalists are usually requested to use the tradesmen’s entrance.

I had known mo

Business Philosophy
Having been in business for myself for almost 20 years, I have found myself analysing the way I have progressed and developed both in business, and as a person, and the word that covers this best is philosophy. If your business is not doing well, then it may be worth taking a look at its philosophy.It may be stating the obvious, but how successful you and your business becomes, will rely on your (or the businesses) philosophy. I believe that people are in control of their own future, and can achieve what ever they want with honesty, integrity, dedica

I had known most of the showbiz publicists since my days as a press officer for Warner Bros. After I became a journalist, they always made sure I was at the top of their scheduled interview list, even if I was writing the article for a small circulation periodical. When I once interviewed the late Robert Altman at the Athenaeum, his PR left me alone with him for the entire day. I was one of the few journalists who interviewed Frank Zappa when he was once in town for a couple of days, because his PR lady who got me the gig was one of my tennis partners. But, if you ever let the publicists down, like not turning up for an interview, you were out. Once, I inadvertently upset a well-connected socialite after writing about her wedding reception at Mr Chow. Her powerful PR friends blacklisted me for a week, until they realised they needed me to write 'puff' pieces about their ‘A’ list clients.

I was friendly with the PR lady, who was looking after Cary Grant when he worked for Faberge, and consequently I was one of the chosen few who was granted a 'one to one' interview with the legendary actor. I used to smoke in those days, and before my interview, the PR lady told me I was not allowed to smoke in Mr Grant's presence. I got an even bigger shock after the PR left m

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Meriwether Lewis set the stage for the Corps of Discovery’s success before one single “employee” had been hired. From the outset Lewis and Clark engendered a communications culture that brought in the right prospects, then kept morale high and increased the productivity of those eventually hired.

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