Relationship Marketing

Talking More

Garth Beyer

When I pick up the phone to pitch to journalists I don’t know… When I type up an email to send to a CEO I’ve never met… When I attempt to write a personal note on a LinkedIn invite to someone inspirational, but has no clue who I am… fear tends to creep up on me.

If you think cold calling is tough when selling, consider how tough it is to connect cold, to establish a relationship with someone who knows nothing about you.

Here’s what gets me through it.

Before I reach out to anyone I’ve never met, I remind myself the more people I talk to, the easier it will be to do, ask, and connect with people later down the line.

If you had to guess which scenario feels better, would you rather dial the number of a journalist who has never heard of you before or would you rather dial the number of a journalist who you’ve talked to before, if even once.

Or… would you rather send an email to someone saying “Hey, I’m friend’s with John Appleseed. He’s spoken highly of you. Would you have time to chat for a few minutes?” That’s certainly better than “Hey, would you have time to chat for a few minutes?”

The more people you talk to now, the more times you put yourself out there to warming a cold connection, the easier things will fall into place for you in the future.

The quickest way to dissipate the fear is to dive straight in it.

 

Stay Positive & Who Are You Connecting To?

Small Talk

Garth Beyer

It’s awkward for everyone…at first.

The folk you think it comes naturally for have simply made more rounds than you.

A good PR friend of mine stops at every person’s desk in the morning before he gets to work at his. It didn’t come easy for him to begin with. It was awkward, there wasn’t much to relate to each person with, and most days he just didn’t want to for a dozen reasons his lizard brain came up with.

Now each person is left with a smile as he leaves their desk to talk to the person.

Was it worth him to work through the awkwardness of small talk? Without a doubt.

People are more open with him, they trust him, they respond quicker to him, they take on tasks he asks because he’s established a relationship. There’s so much more you get out of small talk then knowing what Netflix show they binged on over the weekend.

 

Stay Positive & Are You Making The Rounds?

Match Making (Pitches, PR, And Relationship Principles)

Garth Beyer

Connection

I wish I could say I failed to research people before I met them and I lost out on an opportunity because of it, but it’s not true. I may have missed pieces of information about a person that, hindsight 20/20, I could have used in conversation with them (like telling Seth Godin I’ve seen a photo of his action figure riding a pink angry unicorn), but typically I’m able to bring up two points in every conversation.

1) Something they’ve done that I admire

2) Something of theirs that we can both connect on

These two points are essential to match making with journalists, PR teams and clients, as well as someone you’re going to have coffee with.

When you’re applying to an agency or any job, you do your research on the company: their history, their clients, their goals… anything and everything you can find online or in their brochures (are brochures still a thing?).

Why would you treat a journalist you’re pitching to, a client you want to do business with, a friend of a friend you’re meeting for the first time with any differently?

You don’t.

A journalist will be more likely to cover your story if you start by acknowledging a piece they have written (check box #1) and how you two both love the book she referenced in that story (check box #2).

Not only do you establish a connection with the person, you add credibility to yourself, you show you care because you wouldn’t take the time to research and prepare if you didn’t, and you build trust with that (now) special someone.

The twist is the two check box process works to your advantage in another unique way. It shows you whether or not you want to work and connect with this reporter, that agency, or this guy’s friend.

If they’ve created nothing remarkable and you can’t find a node to connect on, are they a person you want to be investing in?

 

Stay Positive & 7 Billion People In This World, You’ve Got The Right To Be Picky

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What The Successful Believe In

Garth Beyer

Keep On Keeping On

It’s only Tuesday and I’ve been reminded

1) relationships are everything. They build and attract new business. They provide insight you would have not received (or you would have learned the hard way) had you not made the connection. You will know if you’re on the right track in work and life based on the praise from those you’ve connected with. Nothing is more energizing than an hour spent turning a stranger into a friend or an hour spent with someone better than you.

2) you must have a definition of what’s good enough. Too often we work toward perfection and either never ship the product or we ship it too late. When it comes to logos at Aly Asylum, they have to pass the tattoo test. “Would you tattoo this logo on your arm?” If the answer is yes, then it’s good enough. Ship it.

3) ignore the naysayers. It’s on you to establish a mental and emotional filter, to allow and accept personal and helpful feedback while shutting out the negative, the criticism, the feedback many will call “constructive.” It helps to surround yourself with people who have a sort of forwardness to their personality. They act as a reflection of how something is, not how something should be or isn’t.

Now let’s get on with the week, develop some relationships, ship something daily, and shun the trolls.

 

Stay Positive & Keep On Keeping On

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