Archive for September, 2012

New Marketing Mantra: Assess, Delete and Respond

Thursday, September 27th, 2012

By Fauzia Burke

Imagine if you opened your inbox, and saw only one email. Imagine if you only got a new one when you answered the current one. Without knowing how many emails you have in total you would take the time and respond with great care. Now imagine you open your inbox and get 200 emails (like most of us). Your process would have to be different. You would have to quickly assess what gets deleted, what can wait, and which emails are top priority. You should approach your job in the same way. Look at everything that needs doing, then assess, delete and respond.

It seems to me that the days of over designing, over thinking, and over obsessing are over. If you are an artist or a teacher, the more thoughtful and obsessed you are about doing your job, the better you will be at it. But marketers (and we are all marketers today) have to understand that there is no time to focus on the wrong things. Being super diligent was good when the world moved slowly, but today being diligent slows you down, and can slow down the people around you. Instead:

Think ahead. Where do you want to see your business in three years? To avoid getting stuck on details that ultimately won’t matter, decide where you want to be in three years. Each day assess key priorities against busy work so you can stay on track. As leadership expert Stephen Covey once said, “The key isn’t to prioritize what’s on your schedule, but to schedule your priorities.” You can end up spinning your wheels if your day is consumed with little things and not on your most important objectives.

Make a decision. Sometimes procrastination or perfectionism can keep you stuck. Make a decision, any decision. It’s always better than no decision. Neglecting to make a decision for fear that you will make the wrong one will only ensure that you don’t make any progress. Any action is a step forward because even if it’s the wrong decision, you’ll learn something and that experience will give you information to move you in a better direction. Delete things that no longer work and make decisions to move forward on things that do.

Recognize team strengths. If you are working with a team, make sure you stay aligned with your core competencies and let other people lead with their core competencies. Respond to new challenges by delegating to the best qualified in your team. Let every member of your team work with their strengths and stay focused on your own areas of strength. When you try to control all the details or get into areas where other people should be leading, you can stall the progress of the entire team. If you don’t trust your team, you are working with the wrong people.

Work both jobs. Most of us are doing two jobs these days, the regular job and the start-up job. The regular job is anything we have been doing for years, and our start-up job is the job we will be doing in a few years. We all have to adapt to new ways of doing business to stay in business. There is a lot to learn, so be careful how you spend your time. There are some jobs where we can’t live with mistakes, brain surgery for one, but marketers have to live in a world where mistakes are made, and we need resilience and plans to recover from them.

When you keep your focus on what matters most, you will get more done in less time and you will be moving apace with our current fast world. So adopt a new marketing mantra: Assess, Delete and Respond.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a online publicity and marketing firm specializing in creating awareness for books and authors. For online publicity, book publishing and social media news, follow Fauzia on Twitter: @FauziaBurke. To talk with FSB and ask your book publicity questions, please join us on Facebook.

Wanna Be Successful? Make a Do-Not-Do List

Wednesday, September 26th, 2012
by Fauzia Burke

“Deciding what not to do is as important as deciding what to do.” — Steve Jobs

As women entrepreneurs, we often take on more than we can handle. Often the “to-do” lists from projects, family schedules, home, business, clients, staff, etc., can bury us. However, when I finally learned to make a Do-Not-Do list, I freed up my time and energy to focus on my most important priorities. Now anything that comes between me and my priorities goes on my Do-Not-Do List.

Don’t do the same old thing. Stop doing the same old thing if it isn’t working. Almost every small business owner says that they need to figure out how to accomplish more in a day, but then we keep on doing the same things every day. Last year I learned that the only way things would change is if I made some changes. I wrote a blog about Finding Balance in a 24/7 World and learned that multitasking is not a road to success. Instead, we need to have focus on one priority at a time.

Don’t check email every time it comes in. Decide you will check your email after 45 minutes of concentrated work on your priorities, or at certain times during the day. Block off a time to do focused work and let team members know so you can minimize interruptions. Don’t let email dictate your day. Set an agenda for your day and stay focused on what you need to accomplish.

Don’t Stress. Sometimes we create stress for ourselves by being disorganized. Most small business owners don’t want to take the time to get organized because there is always so much to do. But trust me, stress is a lot like worry, it doesn’t get us anywhere. Life is stressful enough without us creating more. One thing that has helped our whole family is having a shared electronic Burke Family calendar. My teenage daughters have iPhones as well as my husband and myself. Every family event is entered in the joint calendar so everyone has the same info with them at all times. It’s a simple step, and a lot less stress. You can try using Google calendar for this if you have older kids.

Don’t Avoid: We all have tasks or projects that we avoid because they seem overwhelming or we dread doing them. Most often it is because they require more time than we have. Sound familiar? I have found that avoiding something actually takes more mental and spiritual energy. Instead of avoiding, do your most important task first. When you dive into something big and make a dent, it will give you a sense of accomplishment and momentum you can use to get more done the rest of the day. If you have a big project you have been avoiding because you don’t know where to begin, break it down into smaller tasks that you can tackle piece by piece. Seeing smaller, doable goals is much easier to tackle than one massive project that overwhelms you.

Don’t be Busy: There’s a difference between being busy and being productive. Just because you are crossing a lot of little things off your to-do list doesn’t mean you are making any progress on your big priorities. I once worked with someone who would say, “I have so much to do that it took me all day to make my do-to list.” Then the next day he would say the same. It seemed to be that he was just spinning his wheels. We all do that sometimes. Think about your priorities, if something (or someone) is not in sync with your priorities, they must go. Don’t be busy, just to be busy.

There are always a lot of distractions in life. The only way to be successful is to make sure you aren’t tackling little things as a way of avoiding diving into priorities that could move your business, family and life forward. Make your Do-Not-Do List and see how things change for you.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For digital publicity and social media news, follow Fauzia on Twitter: @FauziaBurke.

September Resolutions

Thursday, September 20th, 2012

Every year September gives me a second start to the year. My kids go back to school and the summer fog lifts from my mind. It’s usually a great time for me to get some stuff done. So like my kids, I buy some school supplies: an inspiring journal, a new calendar and my favorite pens. Unlike January when the temperatures are almost the same as December and February, September actually feels like a shift as we transition from warm summer days to cool crisp autumn days (at least we do here on the East coast). This is one of the most productive months for me and I take full advantage of it by setting September resolutions.

Plenty of the year left. With almost four months left in the year, I still have time to finish the year strong. Even if I haven’t come close to finishing what I hoped to this year, I still have time. You can do the same. Identify the one project that is most important to you and make it your end of year focus.

Remember January. I revisit those projects I was so eager to start back in January but which have since collected dust. Whether you are big into setting resolutions or goals for a year, typically January is a mental reset for most of us. I usually write down goals at the start of the year, but in September I get a chance to review them, and evaluate them. If they are still important, I try to quickly realign myself and reconnect to that goal again.

I rethink busy work. For me, email and social media can sometimes be a stall tactic. I lose my train of thought and suddenly I’ve spent way too much time liking people’s pet photos. So September, is the time to get focused on big work rather than busy work. I set limits on the amount of time I allow myself to spend on email and social media.

Holidays are closer than you think. From Halloween to New Year’s Day, life is usually a blur of activities. So this month I think about the coming months and start making a plan so the holidays are less stressful and more blissful.

For me, this time of the year brings a sense of new beginnings. Not sure where it comes from, but I love it. It’s the reason it’s one of my favorite months of the year, and also my most productive.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For digital publicity and social media news, follow Fauzia on Twitter: @FauziaBurke.

Fake Reviews are Worse than Bad Ones

Thursday, September 13th, 2012

Recently I read an article published in the New York Times called, The Best Book Reviews Money Can Buy, by David Streitfeld, about authors who are paying for reviews in order to help promote and sell their books and increase their visibility. Instead of real reviews from real people, these paid for, all favorable reviews, are written by people who are just churning out reviews, and sometimes don’t even read the book they are reviewing.

Then another story broke about British crime writer RJ Ellory who wrote fake reviews of his own books. These stories made me wonder why authors would pay for reviews or plant fake reviews.

In my opinion, fake reviews and paying for compliments is not the route anyone should take. Yes, the book publishing market is competitive and positive reviews can drive sales, but taking the fast, easy and fake route is not going to build a long term brand.

I too was taken in by what I now believe were fake reviews. I usually buy books not based on the reviews on Amazon but by the recommendations of my colleagues, friends or social media community. But one night, I was looking for a book on a new topic and decided to look on Amazon. I downloaded a book with many great reviews, and began to read it right away. Within a few pages, I realized the book was just not good. It was not worth reading any more of it and I just felt cheated. I will never buy another book by this author, or follow him on Twitter or read his blogs. Nor will I trust the reviews on Amazon.

Cheating people and lying to them is just not the way to build a career. The Internet has a long memory and links to negative stories may never go away. Living and breathing public relations every day, where we promote books, authors and brands, I am sometimes asked to write reviews for authors we work with because those authors know I already believe in their book. I wouldn’t take on a client if I didn’t believe in the quality and content of their book, so it may seem like a no brainer for me to write a review. It’s just verbalizing what I already believe, right? Not exactly. It’s a complete conflict of interest for me to cross that boundary and write a review for an author whose book we are hired to promote. I never do it. It would damage our credibility as a company. At FSB Associates, we help build our client’s reputation for the long run.

The pathway to success in book publishing is not found in the snake oil of fake reviews. Just because something can be done online, doesn’t mean it should be done. My advice to authors is to focus on your expertise and engage with readers authentically — it may seem like a slow build and it is but it is well worth the effort.

When you try to short cut your way to success with fabricated glowing reviews, it’s a breach of ethics with your readers and your brand. Your readers may find out and never will your personal brand be associated with authenticity or truth again. Don’t buy fake rave reviews, or Twitter followers, in the long run they do you a disservice by making you lose faith with fans, readers and potential readers.

The only thing fake reviews will do for your personal brand and book is ultimately erode it.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For digital publicity and social media news, follow Fauzia on Twitter: @FauziaBurke.

10 Skills to Thrive in PR Learned from Reality TV

Wednesday, September 5th, 2012

I have a confession to make. My guilty pleasure is reality competition shows like Project Runaway, Top Chef and Amazing Race. I know I am not alone because all these shows have seen years of success and ratings. Recently, I thought working in PR is a lot like being a candidate in a reality competition: same pressures, same deadlines, same high expectations. I also noticed that there are some common skills between the candidates who do well in these shows and the ones who are successful in PR.

Here’s my take on the skills you need to be successful in PR and reality TV:

1. Be open to new ideas — Be a constant student and be open to discovering new ways of doing things. PR is always evolving and you should be too.

2. Initiative — Do more than what was asked of you. Not only will your initiative be appreciated by colleagues and clients, you will be setting a leadership example for those around you.

3. Teamwork — If you are a team player, you probably have the right attitude. You can’t be a component of a team if your only focus is to grab the limelight for yourself. Instead, be a team player by talking less, listening more and encouraging each member of your team to play up their strengths.

4. Time management — If you are late to work, late to a meeting or late with a project, you are saying a few things about yourself that are unfavorable. For one, you are saying you aren’t personally accountable or reliable and that’s not good. Two, you are saying that you don’t respect someone else’s time, also not good. Meeting deadlines is ultimately an issue of respect and trust — two things that are essential in PR.

5. Respect for others — Respect other people’s thoughts, ideas, insights and feedback and they, in turn, will respect yours.

6. Humility – Humility makes you likable and that’s helpful in any work environment. Remember PR is like fashion, “one day you’re in and the next day you’re out.”

7. Resilience – Resilience is all about sailing through the highs and the lows with a clear head and the ability to learn quickly from missteps. PR is full of highs and lows and there is nothing you can do to control that, but you can develop an attitude of resilience to get through the rough days. A healthy dose of optimism doesn’t hurt either.

8. Organization – You can’t survive in PR if you are not organized. A good rule to follow is to plan your next day before the current day ends. Tackle big priorities early in the day. Write everything down — on your electronic calendar or in a planner. Stay on top of everything. Best way to deal with the stress of PR is to stay organized. Here’s a blog I wrote that might help too: PR is Stressful, But You Don’t Have to be a Stress Monster.

9. Hard work – You can’t be a stranger to hard work if you want to work in PR. Roll up your sleeves and dive in. View each day as a blank slate and work as hard as you can — even on the days you don’t feel like it.

10. Curiosity — A curious mind indicates that you have a healthy attitude and the ability to incorporate new ideas — even when they are not your own.

A select few reality TV Shows aren’t without merit, but don’t tell my husband or he’ll roll his eyes at you too. Next time you watch a reality competition show, notice the traits of the best candidates. They may be more helpful than you thought in predicting your success in PR.

© 2012 Fauzia Burke. All Rights Reserved.

Author Bio
Fauzia Burke is the Founder and President of FSB Associates, a digital publicity and marketing firm specializing in creating awareness for books and authors. For digital publicity and social media news, follow Fauzia on Twitter: @FauziaBurke.