3 Key Takeaways from Taylor, Paul and Andy
Last week, we had the pleasure of listening to three great men in the marketing/journalism/PR world: Andy Karuza of BrandBuddee, Taylor Soper of Geekwire, and Paul Owen of Owen Media. Each shared unique perspectives on PR and building an online community. Here are 3 top takeaways from that discussion.
- Create a Story that has Value to the Reader
This primarily came from Taylor’s experience at Geekwire. If you want Geekwire, or like publications, to notice you, be interesting. Ensure that you have a story to tell. If you have an awesome new product to launch, that’s great, but unless you have a story to tell, don’t expect anyone to write about you. A product launch in itself is not a story, unless maybe you’re Apple. Find the magic and share that.
Additionally, be your own media. Make it easier for others to write about you by gathering the data they will need, add pictures of key people to your website and beginning writing about interesting
- Separate Influencers from Advocates
The idea of influencers and advocates can easily blend together and many use terms interchangeably; do not do this. When thinking of the difference between the two, think of the 12’s. The 12’s, if you are another planet, are what Seahawks fans are referred to as. The 12’s live and breathe Seahawks football and have become as big to the franchise as Beastmode, Russell and LOB. They have brought magic to Seattle and are the best product advocates you could imagine. Your product advocates are the ones who are closest to the product, that need it to survive and naturally tell their friends that they should have it too. This allows for incredibly genuine brand support, like the 12’s. Influencers on the other hand are paid and may sound unnatural when speaking of your brand.
- Focus on the Problem
To be clear, focus on the problem and how you solve it. With that being said, your product or brand does not do much unless there is a problem to solve. When thinking of a new product, first identify the problem that you seek to solve. You can create the craziest, coolest knickknack imaginable, but if it does not solve a problem for anyone, you don’t have a story and you won’t have a successful product.
Identifying the problem and focusing solely on the problem, not only shapes your story, but helps you narrow down who your target audience is and helps you create a persona of your ideal customer.