Category: marketing

How to seduce your ideal client

This episode of Business Jazz Podcast is (mainly) about :

How to do an elevator pitch to the CEO of your ‘ideal potential client’.
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Podcasting from Cork Ireland
Paul O’Mahony & Roger Overall talk about
how to be genuinely attractive in business today
(GAIBT).

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There is no perfect way. You need to find your best way.

There are some essentials & some desirables.

You must

  • find out how to get in touch with the person afterwards
  • ensure they know how to contact you (if they want to).

BusinessJazz-S4-E4-Cartoon-800px (3)

Give us an example of a successful elevator pitch you’ve done Paul

Paul’s elevator pitch story: 
to an advertising agency director.
Paul eavesdropped on a conversation during a coffee break at a conference in Dublin. (The person in the queue was a director of Arks “one of Ireland’s longest-established agencies, with billings of £21 million (€27 million) in 1999 – up from £6 million in 1996”.)

The Guinness stout account was once held by Arks for more than 20 years.

What Paul did led to a contract to provide services to the agency – presentation skills training courses for account managers & creatives.

Learning:
A queue for coffee’s a great place to take the first step – to make a “memorable splash“.

P&R speculate how Michael Lynch AV3 Media (for example) could make a ‘memorable splash’ – introducing AV3 Media to new potential clients.

PLEASE NOTE:
The topic of Elevator Pitches emerged as a surprise during this podcast. P&R don’t decide beforehand what they’re going to focus on.
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A ‘business development’ news story :
ShowandTell Communications is in a situation.
Another podcast team are
(1) in difficult  & (2) looking for advice

Asked for advice, S&T offered a solution. The solution involved offering to do some work (audio-editing) – for free.

Because S&T want to be seen as genuinely attractive 

Our No 1 aim at Business Jazz Podcast is to
(1) Be Useful to Show&Tell Communications (our parent company)
[and equally at the same time]
(2) Be Useful to other businesses

That’s why we offered a trial – one piece of work – valuable but not a huge service.

Why a Trial period is a good idea: 
A trial piece of work. The advantage to both parties – being able to stop without losing face – time to get to know each other & see whether both like working together.

In this case, it’s important to clarify the quality of the audio-editing needed – before quoting or agreeing a fee for the service.

You’ll hear lots of chat about editing audio – the tricky work involved in removing background sounds – how it can take a long time to remove sounds entirely.

[There’s short reference to sound of Theresa May coughing at Tory Party Conference.]
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Contact Paul & Roger on www.businessjazz.net
– if you’d like to follow up on anything on this podcast.

Please tell someone about this podcast

Values & Personality Make You Strong

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Podcasting from Cork Ireland,
for 29 minutes you’ll hear
Roger Overall & Paul O’Mahony
riff off each other,
playing  “Loving values make you strong”

Topic
Avoid working with the wrong people


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In Episode 14 of Season 3,
we help you get into bed with the right people.
We want you to become more genuinely attractive in business today

We discuss 

  • Bonuses for bankers (0:45)
  • Executives in prison (1:20)
  • Local bank managers (2:20)
  • Republic of Work (2:40)
  • Richie Boucher (3:20)
  • BusinessJazz in the boardroom (3:50)
  • Jonathan Amm & ChangeAgents Branding (5:00)
  • Fianna Fáil (5:30)
  • Guinness & Diageo & Craft beer (5:45)
  • Roman Catholic Church (6:20)

We also discuss ….

  • “What are our values?” (7:35)
  • List of values (8:20)
  • The ‘Grumpy’ Company, Snow White & Rudolf’s Reindeers (8:30)
  • “Arthur” – the film (9:18)
  • “Would you work for a company you don’t like?” (9:50)
  • Incompatible values
  • You can’t do your best work …(10:45)
  • Personality clicks (11:08)
  • “Can you do your best work if you don’t like the client?” (12:15)

And also …

  • “What if a client isn’t in your ideal sector?” (13:15)
  • FinTech business (14:01)
  • How & why Show&Tell Communications came to work with a financial company (14:15)
  • Aligning values
  • “I’ll never be financially independent.” (15:25)
  • “I like them, they’re nice people”
  • “You have a baggage-free perspective.”
  • Advantages of having been a journalist (16:30)
  • “Where will I find my ideal client?”
  • “We help people who want to do good – make the world a better place”.

We focus on running & content marketing …

  • Roger wants to focus on the “running community” (18:45)
  • Jamil Coury (Run Steep Get High)
  • Aravaipa Running in Phoenix (19:30)
  • How he does content marketing:
  • (1) news show about ultra running : things going on in your sector via You Tube & podcasting
  • (2) Podcasting live on Instagram, Facebook & You Tube
  • (3) Daily vlog with tips – how you  can become a better (anything) (22:50)

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What you can do  [we offer you our best advice]

  • Connecting with your target audience brilliantly (24:30)
  • Use humour as a way to raise business issues
  • Three key questions to ask
    • How well do our values fit?
    • How well do our personalities click?
    • How do your knowledge & experience fit with the client?
    • Plus: the shocking answer The less you know about us, the better you’ll be for us

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Appeal
to our supporters :
Please tell one other person
about #BusinessJazzPodcast
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Let’s work together – fondly

Roger Overall
@rogeroverall Show&Tell Communications (+ Stierkater.com – running & cartoons)

Paul O’Mahony
@omaniblog BusinessJazz Services @bizjazzpodcast

Mark Cotton
@mcfontaine. Www.audiowrangler.co.uk
– for your audio requirements – Bletchley Park Podcast 

 

Truthful Useful Stories Make You Travel


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Podcasting from Cork Ireland,
for 35 minutes you’ll hear
Roger Overall & Paul O’Mahony
riff off each other,
playing “Go off trail – you’ll fail‘

Topic
A truthful story – A useful story


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In Episode 14 of Season 3,
we show you it’s vital
you don’t lose control of your story.
We want you to become more genuinely attractive in business today

In this podcast, you hear:

Erratum : Roger corrects a mistake he made in the heat of the moment

  • We’re ready to talk (1.28)
  • Personal Introductions (1.40)

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  • Business communications (5.10)

Is this an Anti-Apple rant” (7.10)

  • “Why would anyone stay with Apple?” (8.00)
  • Apple knows it has this reputation. (8.40)
  • Special Event in the life of Apple : Apple meets journalists – a rare occasion these days (8.50)
  • Remember those who don’t use Apple (10.00)

The point of the story: don’t let others tell your story.

  • If there’s a void, others will fill it (10.30)
  • You need to take control of the story – immediately (10.50)

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USA – Frozen Head State Park – Tennessee – the Barkley Marathons 2017 (11.05)

  • Trail-running not orienteering (12.55)
  • Twitter’s the best way to follow the race @KeithNunn (13.30)
  • The drop-out rate is “horrendous”. (14.45)
  • NB – John Kelly finished in 59:30:53
  • Gary Robbins from Canada
  • The 5th and Final Loop (16.00)
  • Where’s Garry? (17.40)
  • The first story that went out from Gary “Lazarus Lake” Cantrell :
    the “6 seconds late” story – exploded on Twitter (20.45)
  • The second story: “I did not complete“. (21.50)
  • Which story travels most?

Back to the practice of communications (23.50)

  • Putting the story right (24.00)
  • Correcting the message
  • The speed with which you put the story right (26.22)

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Our advice & the Challenge:
how to draw valuable lessons from Roger’s story?

(1) A concise, appealing, powerful & emotional story that’s easily understood will travel (27.50)

(2) Make sure your message is accurate

(3) Give people something they can use – express your message in a form that others can use

BIG issues we didn’t resolve:

“Truth is not the big issue – usability is.” (Paul)

“Be careful you don’t fall into the trap of telling the truth.” (Paul)

“If you’re going to put out a message, why not make it a true message.” (Roger)

“Make it useful & true.” (Roger)

“Which would you prefer, an interesting lie or a boring truth?” (Paul)

Appeal to our supporters :
Please tell one other person
about #BusinessJazzPodcast
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Contact us 

Roger Overall
@rogeroverall Show&Tell Communications
(+ Stierkater.com – running & cartoons)

Paul O’Mahony
@omaniblog BusinessJazz
Services
@bizjazzpodcast

Mark Cotton
@mcfontaine.
http://www.audiowrangler.co.uk
– for your audio requirements –
Bletchley Park Podcast 

 

Mizspellinz and How to Name Your Company

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Podcasting from Cork Ireland, for 35 minutes
you’ll hear Roger Overall & Paul O’Mahony
talking about name-calling

Topic
How should you name your company?

 

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In Episode 11 of Season 3
we discuss:

  • Amazon Alexa
  • Case study : why Alexa appeals to one family (Bernie Goldbach family story) 1.20
  • How to  make a new product genuinely attractive today  (2:00)
  • Internet of things – increasing suspicions (2:20)
  • Need for positive stories
  • How Alexa can be another member of the family (3:00)
  • Never call your child Alexa (4:05)
  • What about people called Alexa?
  • What would Alexei Sayle do? (4:40)

Insight
What’s in a name? that which we call a rose
By any other name would smell as sweet;

  • Naming your product
  • Call it after a famous person?  (they’ll have to talk about it) (5:00)
  • “Richard” would  be a disaster

How do you make your product appealing?  (6:08)

  • Naming your product is very important
  • Recent blog post “How to start a business“
  • ‘How to steal reputation and other dirty tricks‘ appeals to our listeners  (6:50)

Funny unpronounceable names we discuss:

  • HOKA11 (running shoe manufacturers)  – ‘HOKA one one’
  • NIKE – Nikon – Adidas – Tomato – Schedule
  • Name your company
  • how to name it without getting into complications (9:00)
  • Do you need a confusing name or a clear one? (9:40)

Insight
‘The Company name is irrelevant‘

  • General rule
  • It’s crazy for a Startup to have a sexy obscure name  (10:30)
  • ‘Obliquity‘ (Book by John Kaye found on Roger’s bookshelf) won’t do
  • What Robert Scoble said to Paul  at Dublin WebSummit  (11:40)
  • Straplines are what matters (12:00)
  • Pronounce NGINX

Insight
If you want people to talk about you
have a name they can say

Roger’s Story:

  • How ‘Show & Tell Communications‘ was named (13:15)
  • ‘Republic of Work’ name + ambitions (14:00)
  • General rule:
    (1) When you name your business – have a name that explains what the business does (14:30)
    (2) If you have a good strapline, the name doesn’t matter much
  • A short pithy phrase not a boring one

Announcement 

‘BusinessJazz Services’ was born on BusinessJazz Podcast 
What BusinessJazz Services offers to clients (18:30)

 

  • Product name : what Amazon did
  • Back to Alexa: Is Alexa a female name?
  • McDonald’s

    Insight
    Be sure to have a big strap

 

  • What to do when you’re naming your product
  • Long term best way:
    (1)  Start with the brand
    (2) Think of the company name & product name later
    (3) Decide on your strapline before you name the company
    (4) Research Straplines others are using
  • More of Roger’s business story:
  • “How we got to ‘Show & Tell Communications'”
  • Children know the difference between ‘Show’ & ‘Tell’
  • Playfulness & Light
  • Apple was first called ‘Apple Computer, Inc’
  • IBM was ‘Computing – Tabulating – Recording Company (CTR)
  • Acronyms as names
  • Passing reference to the artist formerly known as Prince (TAFKAP)

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We offer you our best advice: 

1. After branding your business,  adopt a strapline

2. Don’t make us guess what you do

3.  Make your company & product  name pronounceable

4. Check out the cross-cultural associations

 

 

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Appeal to our supporters :

Please tell one other person

about #BusinessJazzPodcast

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We spoke fondly of

Amazon Alexa
Bernie Goldbach
Alexei Sayle
HOKA one one
NIKE
Nikon
Adidas
John Kaye (author of ‘Obliquity’)
Robert Scoble
NGINX
Show & Tell Communications
Republic of Work
Apple
IBM
Prince
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Let’s work together – fondly

@rogeroverall

@omaniblog +353872911982

@bizjazzpodcast

@mcfontaine. Www.audiowrangler.co.uk

Businessjazz.net

 

How to start a new business

Podcasting from Cork Ireland, for 33 minutes you’ll hear
Roger Overall & Paul O’Mahony start a new business by accident

Topic

Stealing Other People’s Reputation and Other Dirty Tricks

 


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In Episode 9 of Season 3, we talk about how best to use your clients
to help you build your business

Mini Announcement:
We are going weekly

Here you hear us discuss

  • “Make assurance doubly sure” (Shakespeare)
  • Imperfect start
  • Introducing ourselves – Roger as molicules – Paul’s a Citizen of the Internet
  • Republic of Work is a brand new …  [list of features]
  • Three word strapline:  “START – BUILD – GROW”
  • Pay a royalty
  • Shall we make an episode on each of the three words
  • David & Goliath by Malcolm Gladwell
  • How do you go from being unknown to becoming a household name? 
  • Robert Scoble is in the building as keynote speaker for #Mavric2017
  • There’s a good chance Republic of Work will become known

Insight
When you’re unknown you may be tempted to cheat

We go on to discuss

  • Start with a BANG, make a big noise
  • Product placement  – Nespresso
  • Move in next to @GaryVee, Richard Branson, Mark Zuckerberg, Elon Musk
  • But – Is it genuine to use the reputation of another to build awareness of you?
  • You could be misconstrued
  • Your value-sets could be aligned
  • One product
  • Benefit other users
  • Trade off the name

Insight
We’re not into clever marketing

 

  • Risk of association : like ‘we’re close to the biggest polluter & child labour user
  • You might change them
  • Paul got outraged : he saw people putting a list of clients on their website – old clients, tiny work, borrowing their branding, sharp practice, deliberately misleading, like LinkedIn contacts
  • Paul’s never seen anyone write about this
  • How to use your list of clients in a genuinely attractive way – to gain trust & showcase your work
  • Imagine you’ve worked for Bank of Ireland
  • Make it clear
  • Potential investors would probe for details, do due diligence

    Cameo visit of Donal Cahalane (‘DC’ to all) CEO
    – gave us stickers from Republic of Work – hot off the press
    – his vision – his plans

  • What to do:
    (1) Put a description of the project on your website
    (2) Blog about the work and provide context for the work with each client
    (3) Get search engines to pick up  your stories
    (4) Tell other startup how you got the work and did it
    (5) Show prospective clients how you work
  • Think of your case studies as stories:
    Once upon a time,
    a long time before …
    and while…
    we used to think     …and
    The problems we were going to solve were …

Insight
Be ready for a new business idea to pop up

  • Breakthrough for Show And Tell Communications
  • The plan burst through ”
    (1) Let me interview & record you
    (2)     Transcribe the audio
    (3) Treat it as a mini-podcast
    (4) Show that ShowandTell Communications produce podcasts
  • A new business venture for BusinessJazz = audio stories for websites:  we’ll visit your company, we help you tell the story behind the business & how it works, you’ll show examples of the service you sell

    No alarm clock this week

  • Summary of this podcast outcome:
    (1) A new business venture for BusinessJazz Services
    (2) BJS got from Zero to One
    (3) Clarity about how to present work you’ve done – genuinely

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Appeal to our supporters :
Please tell one other person
about #BusinessJazzPodcast
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Our best advice:

(1) Make a noise when you first start  – use an amplifier

(2) Tell stories about jobs you’ve done – always put work in context

(3) Don’t be afraid of telling your own  origin story

(4) Hire “BusinessJazz Services” to create audio stories for your company

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We spoke fondly of

  • Republic of Work
  • Robert Scoble
  • David and Goliath
  • Enterprise Ireland
  • Logitech
  • MARVIC2017
  • Nespresso
  • Gary Vaynerchuk
  • Richard Branson
  • Mark Zuckerberg
  • Elon Musk
  • Bank of Ireland
  • LinkedIn
  • Donal Cahalane (the DC)
  • Microsoft
  • From Zero to One
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Let’s work together – fondly – contact us
@rogeroverall
@omaniblog
@bizjazzpodcast
Show & Tell Communications
BusinessJazz.net