Bye-Bye Boring Bio Book Review
December 14, 2010 by Mary Ellen · Leave a Comment
The most difficult piece of collateral you produce could be your bio. As my creative coach says, “The secret is to make yourself sound interesting and at the same time put your readers’ interests first.”
Storyteller and publicity expert Nancy Juetten puts it a different way: “Now more than ever, a client-attracting bio is an essential success tool.”
The updated, revised and expanded second edition of “Bye-Bye Boring Bio,” makes it simple for anyone to tell their story. (After all, as Nancy says, telling a compelling story is a must to get compensated for your expertise!)
Juetten makes quite a case (143 content-packed pages) for when one must stand out: in a 160-character Twitter description, on Facebook, from the speaker podium, in a local business directory and in dozens of other situations.
She trains readers to identify four S’s: stunning results, succinct stories sassy sound bites and social information.
In an easy-to-read format, Nancy discusses more aspects of bios than I suspected existed. She offers examples of bios that attract clients, produce speaking gigs and garner media interviews. Her tips and templates make it easy to insert your information and jump-start the process.
The fun exercises led me to practice presenting my information in two-sentence radio introductions, bio-boxes, speaker introductions, media profiles and more. I invited friends to critique my made-from-template bios. I ended up with dozens of new ideas, many of which I plan to use.
Would I recommend this book? Absolutely.
“Bye-Bye Boring Bio” offers resources, suggestions, questions, tips and more than 45 different bio examples. If writing is not your thing, this book is a find. If you’ve already got ideas, you’ll end up with even more as a result of your read. Best of all, if you buy the e-book from Nancy, you’ll get a variety of bonus items along with it. $47.00. In my book, it would be money well spent.
Disclosure: I met Nancy via phone after my blog post about bios generated a google alert for her. She later blogged about the chance meeting and invited me to review and become an affiliate for her book. I’ve not yet picked up the affiliate banner, but I have recommended the book to a number of people.
Transform Your Small Business With the Power of Branding
March 2, 2010 by Mary Ellen · Leave a Comment
Branding: the process of creating and living a brand’s message, according to soon-to-be-published Brand DNA: Uncover Your Organization’s Genetic Code for Competitive Advantage by Carol Chapman and Suzanne Tulien.
The authors, principals with The Brand Ascension Group, use Meg’s story to develop the premise of branding as an internal function encompassing the core message of a business.
Following a free webinar, “Cashing in on Branding,” Meg becomes a Brand Ascension client to better brand Ecologé, her line of natural/organic body-care products.
With the help of Carol and Suzanne, Meg develops her core brand, working through components like value, style, differentiators and standards. These are the four components of Brand DNA.
Throughout the book Carol and Suzanne make it clear that branding is an inside out process and they present it step-by-step. Even the terminology makes the distinction:
Marketing = the process of communicating and spreading your message. (External)
Branding = the process of defining the core perception of and actioning (through behaviors, systems and processes, and environment) your message. (Internal)
From Meg’s “magic story,” a structured way of getting employees on the same page, to her view of the value of an updated logo, Brand DNA is real. At one point Meg jumps to a conclusion when she sees a glimmer of a solution. We see the disconnect: Meg wants to spending money on an external message before she addresses the company’s internal response.
Brand DNA’s authors are certified trainers in accelerated adult-learning methodologies. It shows. We first see the exercises reflected through Meg’s eyes and we hear her commentary about employee reaction.
The interactive workbook presents a do-it-yourself option, and gives estimated times for each exercise segment. Most businesses could benefit from working through one or two of the activities. In addition, a “consultant’s corner” suggests further questions and actions for any business.
Believable. Authentic. Doable. Those words came to mind as I reviewed Brand DNA. A student of branding, I enjoyed the discussion.
As a presenter who addresses branding for small business, I found myself admiring the cohesiveness of Brand DNA for the local or regional brand on the grow. An acknowledgement of small business pressures provides a healthy dose of reality: working on your business while working in it is one such example.
Brand DNA is an easy, thought-provoking read. It can provide an in-depth, brand-transforming result. In “Afterward” the authors say:
“Remember that branding is a process, not an event, and that this level of consciousness around your brand should continue for the life of your organization, not just by you, the owner, but by all its stakeholders. Clearly articulating your Brand DNA will help streamline many other facets of the business (e.g., marketing, communications, employee hiring, partnering, business decisions, etc.). When you achieve this level, you will see your business thrive!”
Each chapter of the book supports the statement, “Branding starts from the inside out.” Whether you’re looking for a collection of brand terminology, or assessments and or collaborative exercises to address employee involvement in your brand, this book has something for you. Working on branding will indeed affect every other aspect of your business.
Small business owners serious about improving their branding can pre-order Brand DNA at the author’s discount.
(Disclosure: Suzanne Tulien contacted me through my blog and I agreed to review the book.)
Marketing Book for 2010 Entrepreneurs: When Growth Stalls
February 8, 2010 by Mary Ellen · Leave a Comment
“An entrepreneur is someone who can make progress in an ambiguous environment.” –Ries Robinson, chairman and CEO InLight Solutions
Author Steve McKee quoted Robinson in his book, “When Growth Stalls: How It Happens, Why You’re Stuck, and What to Do About It.” The book contains dozens of quotes and anecdotes from people who’ve been there, woven together from the perspective of a CEO confronting his own company’s stall.
Don’t be misled by McKee’s frank discussions about the big five problems: market tectronics, lack of consensus, loss of focus, loss of nerve, and marketing inconsistency. This isn’t just the story of an advertising agency derailed. When Growth Stalls offers research reflecting what happens when product- and service-oriented businesses confront real-life obstacles.
The second half of the book, McKee’s “What to do About it,” continues his meld of common sense advice, research-supported, real-life examples.
I find myself recommending When Growth Stalls with enthusiasm. What makes this business book likeable is the juxtaposition of cliché, commentary, questions and definition. Here are just a few of my favorites:
“Not my fault. Is my problem.” …McKee’s internal advice for dealing with trouble.
“The essence of strategy is choosing what not to do.”
On branding: Whatever good branding births, poor execution can kill. You can’t starve your brand. (The short-term gain of cutting the marketing budget is more than offset by the long-term problems it creates.)
On marketing:
- Effective marketing communications are 60% about likability: helping the buyer to like what you offer as well as who you are.
- The marketing equation: I choose X. I choose X is simply the way the world of buying and selling works.”
Definition: Fragflation – “As media grow more expensive and less efficient, it’s more difficult every day to seed any kind of identity in the marketplace.”
Question: Are you more opportunistic than strategic in your marketing?
Disclosure: I read “When Growth Stalls” because Steve McKee agreed to speak to MARKETLINK, a series I facilitate for WESST. I recommend When Growth Stalls because it’s relevant for entrepreneurs in an ambiguous environment.
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