Tell Us A Story

As part of my work I do a lot of conferences, and meet a lot of people. One of the moments which stood out last year for me was listening to founder of Temple Spa, Liz Warom, tell the story of how she came to start the business. I'm not going to go into it here, but it was an inspiring tale of self-belief and pure determination and impressed the hell out of me. It made me think how important stories are - from getting people to bond with your brand, to attracting the attention of that Features Editor who thinks your story is so interesting it's worth carrying in the next Women In Business section.

There are big stories - we've all possibly heard of Richard Branson being chucked out of the car at the age of four so that he could find his way home. But there are also smaller stories - our own stories of how we decided we were no longer going to cow tow to that bullying boss any more and start our own business instead, or, for one recent client of mine, how she was determined to resist the lure of big money in a banking career and follow her dream and start her own jewellery business.

One exercise that could be very valuable is to take time out with a cuppa and think about your own story. How did you get here? And why? The bullying boss story is mine by the way, and I have found it to be a common one amongst business owners. And especially common in PR, I hate to say.

Are you following your dream? Was it a light-bulb moment? How did you come up with your business name? If you're in a partnership, what's their story? Is your story a triumph against odds, an ode to hard work - or an example of great luck? Who else might play a role in your story, for good or bad?

If you want to do this properly, write your story, in third person and consider adding it to your website, or using in your press material.

Go on, tell me a story...

Paula Gardner is a PR and media coach and the author of Get Noticed: How to Boost Your Small Business Profile in 30 days. For a free PR resource pack and ten day trial of our media request service follow the link...

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The 2010 Do Your Own PR January Sale

It's that time of year again, yes, the Do Your Own PR sale is now on. I've been doing this for the last three years, but for the first time I am discounting some courses 50% - completely unheard of before. Why so much? Well, I believe that now is the time, more than ever, that our businesses need PR. PR is one of the cheapest ways of reaching potential customers and clients ( especially if you do your own PR), and has the wonderful added bonus of third party endorsement. If the press say you are good then people sit up and take notice. It adds both visibility and credibility.

You can see the full range of courses here, or look below for those that suit you best. All courses include email feedback and suggestions from yours truly.

The 30 Day Ecourse

This was my very first ecourse, and is now the Do Your Own PR signature course. It takes you through planning, and implementing a PR campaign that will work for any business. All courses include interaction with me, and this one will give you my ideas on what you can do right now to get things moving. I will also look at your press release and give you feedback and suggestions on where to send it. The course also covers practical subjects such as how to talk to the press, do a radio interview, hold a press event or photo call. Usually, £199, this course is £99 in the sale.
Buy now

Build A Cult Newsletter Course

This is actually my favourite course, as I believe that having a regular newsletter is one of the most important things you can do to increase business. I get most of my business through my newsletters Get Noticed and Building The Buzz, and I know that many of my clients find their own mailing lists just as important.

This course is designed to get your newsletter up and running (with subscribers!) within a month, and covers both the creative and the practical side of writing newsletters. We'll talk about how to
sell your wares without being too pushy, what makes a good read, what makes a good writer, referrals and testimonial, pop-ups, giving it chance to evolve and how to get people to write your newsletter for you. And of course, how to build that database.
Usually, £99, this is £60 in the sale.
Buy now

Promote Your Business By Writing and Selling Articles
There are two ways of using article writing in PR. One is by using your articles as many places on the Internet as possible, the other is to write articles for publications - and perhaps even get your own column. This course covers how to do both, and even how to earn money from the latter!
Previously £145, the course is £75 in our sale.
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Write Copy That Makes People Buy

This course takes you through the principles of copywriting, whether it's for a web page or brochure. Be warned, this is not the hyped-up high pressure one-page sales approach, but more about finding the type of copy that suits you and your business long-term.
This course was £75, but is now £45 in the sale
Buy Now


Double Your Clients Through Networking

I've spent a lot of money and time getting networking right. And love it, or hate it, it's something most of us need to embrace in our businesses, whether it's face to face or online. This course takes you through overcoming barriers, essential tools (mental and practical), exercises for working out what works for you and your business, and how to build and manage your own network.
This was £40, now £25.
Buy Now


The Cold Calling Crash Course

This will get you over your fears and anxieties and really learn how to use cold calling to enhance your PR and marketing activities. It consists of a combination of a short sharp ecourse plus a practical telephone session with me.
This was £99, sale price £50
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And finally...

How to Write a Press Release

This does what it says on the tin. You'll finish the course with not only a press release, but a formula for producing a release over and over again. And, of course, ideas from me on where to send it.
This was £75, sale price £45
Buy Now


Hopefully, you'll find something there to enhance and really get your PR activities on full-speed in 2010!

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