Amy Mac

Summer Sunsets, Slumber Parties and Sanpellegrino

noreply@blogger.com (Amy Mac) — Fri, 17 May 2013 19:50:00 +0000

Doesn't a Sanpellegrino straight from the ice box sound like a delectable drink to get summer started? (Though not sure the word BLOOD in BOLD TYPE is a great marketing move. But obviously I work past that roadblock and drink it anyways.)

Please note on the slumber party snack tray, all food and beverage with precisely zero nutrition has been annihilated. The semi-healthy granola bars I tried to slip in? Returned to pantry undisturbed.

I know ... this looks just like every single sunset picture everyone has been posting lately. But it's just so pretty. And makes me think summer is finally here. Let's indulge.

Happy Weekend!

7 Rules for Kids on Instagram

noreply@blogger.com (Amy Mac) — Thu, 16 May 2013 15:56:00 +0000

I recently read a fantastic blog post written by a church youth group leader about Instagram. It's a very informative article with thoughtful advice on helping your kids guard against some prevalent pitfalls of the photo-sharing website. (Read the original post here. For a very brief overview of Instagram, read this post.)

I have two daughters. Both will be in middle school in August. Both have Instagram accounts, as do the vast majority of their friends. But just like I wouldn't set them loose to babysit colic-ridden infant twins in an unfamiliar city without some thorough instruction, I definitely wasn't going to set them loose on the internet armed with a camera and the ability to type without providing some guidance.

Some of these tips I offered from the get-go, some we learned the hard way, and some I developed from plain ol' observation. This is certainly not a definitive list, but it has given us a common understanding on what's okay and what's not when it comes to Instagram.

Here are our Middle School Rules for Instagram (and really any social media. For that matter, life in general):

Make your account private. Only allow people you know to follow you, and do not assume just because someone is your follower that they are your friend. In fact, assume any 14-year-old girl you don't personally know who asks to follow you is actually a 54-year-old balding man with a protruding gut who smells of rancid bacon grease and wants help finding his lost puppy. In other words, run away screaming and let an adult know if someone you don't know tries repeatedly to befriend you online.

Never put anything in writing between midnight and 6 a.m. Here’s the thing: when you’re in middle school, the hormones are raging, you suffer occasionally from advanced stages of paranoia (“Is she looking at my hair? She hates my hair. My hair is terrible. Everyone in school thinks I am a loser because of my hair. I am SHAVING OFF MY HAIR THE MINUTE I GET HOME.”), and when in a group you can justify nearly anything being a good idea — almost all of which will be terrible ideas. Throw in a little sleep deprivation and you have a recipe for disaster. Give yourself the opportunity to make more thoughtful decisions after a good night's rest. Turn off that phone.

Ask Yourself: Would I Do This In Person? For example, would you sit at the lunch table and say "OMG, Becky! The party Friday was the BEST! Everyone had an amazing time! All the cool kids were there, and that boy you have a crush on? Totally there! Sucks that you were the only girl not invited. Must have something to do with your hair." Probably not. Good manners aside, you don't want to hurt your friend's feelings. So why would you post pictures that will do just that? Just because you can't see or hear the hurt doesn't mean it doesn't exist. It does. Obviously every single person can't be invited to every single social gathering, but be sensitive to how your pictures impact other people.

No sending subliminal messages. Before you post a picture, ask yourself "what's my intention?" Because if you are posting a picture with the caption "I Love You, Kate! You know how to be a true friend. Unlike SOME people," this is called being passive aggressive. Big no no. This includes the "feeling left out" and similar posts where your intent is to get someone to say "what's wrong?" Post fun, silly pics all day long ... but don't drag 500 followers into your tussle with a friend or your personal moping session.

Will this photo be remembered at my high school graduation ... in a bad way? These photos of adorable, gorgeous, innocent middle school girls displaying their latest gymnastics technique in a most unflattering way? Or the ones with a girl performing a back dive while wearing a bikini that with the tiniest provocation will likely be located at the bottom of the pool -- without them in it? Terrible ideas. While not overtly or intentionally inappropriate, trust me when I say you must make sure your photos aren't going to earn you the nickname "butt-cheek girl" or worse. These are not names you want to be remembered by come senior year.

Follow the "Would I Do This In Front of My Mom?" rule. If you wouldn't do something in a room with your parents, your principal or your preacher (for example, use foul language), then don't do it online (like post a picture with the F-bomb superimposed on top of the picture.) Because guess what? We're watching. Incidentally, if you wouldn't say "I think it's awesome when my friend Sam drops the F-bomb" in front of that same parental crowd, don't like Sam's F-bomb photo. Because guess what? I can see what pictures you like, and ... have I ever told you about guilt by association? Because that applies here.

If you can't stand the heat, get out of the kitchen. I know this sounds harsh. But here's the thing: there are people who won't use great sensitivity on Instagram. Most of the time it's unintentional. Unfortunately, there are a few who will use it like a virtual weapon, trying to make themselves feel better by making others feel bad. We can't control what other people post, but we can control how we interact on Instagram. If it is going to bother you to see pictures of others doing things without you, stay off Instagram. Instagram is sorta like a prescription: the doctor prescribes a medicine because the benefits outweigh the nasty side-effects, and if the side-effects aren't worth the benefits you change course. Same with Instagram. If you find it's more upsetting than it is fun, it's time to take a break until you're feeling more secure.

Have my kids skirted some of these rules? Yep. How do I know? Because in order to have an account, they have to let me follow them. And I check up on them regularly, usually every day. It's not because I don't trust my kids -- I do trust them. But I also know it's a heck of a lot easier as a kid to follow the rules if you know there will be spot-checks, course corrections, and consequences for missteps. So I shamelessly stalk them online, and remind them with the occasional "Love that cute picture you posted today!" or by correcting their grammar in the comments section. Which is met with universal disdain, but sure does give me the giggles.

Moms and dads: do you allow your kids to have an Instagram account? What are your rules for your kids when it comes to Instagram?

Cause and Effect and Frankie Valli

noreply@blogger.com (Amy Mac) — Fri, 10 May 2013 16:02:00 +0000

That's me. With Frankie Valli. Unless you're my mom. Then that guy's just a pretender.

This is a lesson on cause and effect.

Last year, I saw Jersey Boys at the Fabulous Fox Theatre. For those unfamiliar, Jersey Boys is a Broadway musical about the career trajectory of Frankie Valli and the Four Seasons. The Fox is the historic theatre where Vivian Leigh and Clark Gable debuted a little film called Gone with the Wind, and is the best place ever to catch a show.

Cause: Quite on accident, my friend landed us front row tickets to the show.
Effect: We fell in love with Frankie Valli and Tommy, Nick and Bob. There was eye contact. There was smiling and winking. They were singing directly to us ... we were putty in their capable hands.

Cause: When it was time to go, we walked past the lovely hotel right across from the Fox to get to our car.
Effect: We bump smack into Frankie Valli and get our picture with him like a couple of fan girls. Bob was on his cell phone or we'd have made him hop in the picture, too. He wrote the song "We Wear Short Shorts," after all.

Cause: I email the photo to my mother, and call her excitedly to announce "I just got my picture made with FRANKIE VALLI!"
Effect: My mother laughs and says, "Honey, Frankie Valli is my age. This boy is not actually Frankie Valli."
Additional Effect: I am disappointed in my mother's deficit in the "willing suspension of disbelief" arena.

Cause: I download the Four Seasons Greatest Hits and insist we listen to the music without pause for the remainder of the summer.
Effect: My 11-year-old was singing "December 1963" gleefully and word-for-word as I took her to school a few days ago. You know the one, "Oh, what a night. Late December back in '63. What a very special time for me. As I remember, what a night."

I'm going to go out a limb and say not many kids her age know the words to Frankie Valli songs. Or Johnny Cash. Or Elvis, Nirvana or U2. Mine do. Here's the thing: as a youngster, I was surrounded by all different sorts of music. I learned the words to Chubby Checker and Johnny Cash songs riding around town with my Daddy. Riding to school or to Goldsmiths out in East Memphis with my mom added gems like Neil Diamond and Elvis and Willie to my repertoire.

Thanks to my brother, I am well-versed in ZZ Top. And my sisters and Bruce Springsteen. Oh, Bruce. I know all about your wife and kids in Baltimore, Jack. Then there are the show tunes from my dance days, the 80s music from my cool older cousins, and Dusty Springfield and the Box Tops and Rufus Thomas ... just because I grew up in Memphis with a healthy respect for Sun Studio, and Stax, and Beale Street.

It makes me happy to have an appreciation for great music that resonates across the generations. How else would my kids know the stories that their grandmother once met Elvis, or their grandfather would delight in torturing me by singing "Blueberry Hill" at top volume, or that I lost all respect for my gym coach when she disparaged Bruce Springsteen back in the mid-80s?

Cause: I encourage the enjoyment and appreciation of all sorts of music, but especially "oldies," with my kids.
Eventual effect: Seeing the look of total horror on my child's face when she realizes what the song "December 1963" she so gleefully sings is all about. For now, ignorance is bliss.

XO---

How to Handle a Downsizing on Your Resume

noreply@blogger.com (Amy Mac) — Wed, 08 May 2013 18:01:00 +0000

I've been contacted several times over the last few months by good, honest, hard-working professional folks who were downsized from their job. Then downsized again. And, for good measure, maybe one more time. Now they have a resume that looks like they can't hold a job down for more than a year ... and it isn't a reflection of anything other than the not-so-hot economy of these last few years.

The question is always the same: "How do I explain on my resume that I'm not job hopping, and that I don't have any performance issues?"

This can be tricky. It's paramount to be transparent about your job history and 100 percent honest about everything from dates to titles and responsibilities. But your resume is also the document where personal branding and smart positioning is paramount -- it could be the difference between getting the interview, or not.

Here are suggestions to consider for positioning downsizings on your resume:

List yourself as a short-term contractor. If you left on good terms, talk with your former employer and see if they would be comfortable with you adding some language to your position title as a contractor. Because contractors are often hired for a shorter amount of time for a specific project (then released when the project is complete), this makes the career move seem more strategic. Again, I stress the importance of discussing this with your former employer -- you do not want them to be caught off guard when called for a reference.

Create a consultancy. If you're out of work, immediately create a consultancy with you as the owner. You can list any pro-bono and volunteer work under this header to eliminate a layoff-related gap. Again, with permission, you could list short-term jobs under this header, too.

Address the Elephant. In some cases, you might consider very simply addressing the reason for the termination. For example, did you leave because the company was sold? You can say "left company after post-sale corporate reorganization."

Any good recruiter or human resources manager will do their research, which is why I stress not trying to be tricky on your resume. Most companies these days are more understanding about the gaps and/or quick job changes on resumes. Show them you are a valuable professional by creating a smart, strategic resume, including how you position every job experience -- no matter the time frame.

Source: entrepreneur.com on Pinterest

Master of the Mental Game

noreply@blogger.com (Amy Mac) — Thu, 02 May 2013 14:07:00 +0000

Everybody. Always. Never.

When one of my girls throws out these terms (as in "everyone thinks this" or "I always forget my math homework" or "I'll never be able to do this") I put on the proverbial brakes.

"Name every person who thinks this. I want names."

"Have you literally not turned in your math homework ever?"

"So there's never been a time when you completed something just as challenging?"

Inevitably, only one or two names (if that) can be presented as evidence. The online math grade proves homework has, in fact, been turned in to the teacher. And the "never" can be reframed as "I have before and I can again now."

I think it's an important skill for kids to have -- how to stop runaway, often untrue, thoughts buzzing through their heads. Y'all, it's like I'm a modern-day Confucius. Except without a beard, and younger and not as wise, but at least wise enough to make sure my eyebrows don't grow off the side of my head like facial-hair antennae.

So imagine my surprise last week while at tennis clinic my tennis coach's reaction when I made a statement about my game. I swear if you listened closely you could hear the sound of screeching brakes.

"Do you want to stay at this level forever, or do you want to advance?" he asked. "Then don't say 'I have never been able to hit that stroke.' Instead say 'I am currently having some difficulty with this stroke, and here's what I can do differently,' because if you say never, you'll be right, and you'll stay right where you are."

Then he fed me the ball a couple of times until I hit that stroke, thus dispelling the myth I really couldn't hit that particular ball. It may not be my finest or my favorite, but it is doable and has the potential to improve ... as long as I allow myself to believe it can and will improve.

Three things: first, it's easy to let little falsehoods slip in without even noticing. I hadn't caught that I was cursing myself with the "nevers." Second, my little people (who against all orders continue to grow taller and taller) will follow the example given to them. I need to guard against letting the "always, nevers, everybodys" into my life, too.

But most important is this: much of how you think determines how far you will go. If you think you can't, you can't. If you think I'll never, you won't. And if you worry about what everybody else thinks, you'll forget the most important person's opinion of you is your own.

Everyone knows that, right?

Three Secrets to a Winning "Call to Action"

noreply@blogger.com (Amy Mac) — Mon, 29 Apr 2013 16:19:00 +0000

Have you ever received an email, letter or even a beautifully designed brochure and thought "Um, what?"

The likely issue: the lack of a clear call to action. "Call to action" is marketing speak for convincing the audience to take a certain action immediately, but it is an essential component to most writing -- marketing or otherwise.

In order to develop a clear call to action:

Get focused. Before you write anything, determine what you really want ...

I want a raise of $10,000.

I want to set up a meeting to discuss a position on the board of directors.

I want my neighbor to stop letting her dog conduct its business in my yard without removing the evidence.

You'll be surprised how focused your communications become when you determine what you really want before putting pen to paper.

Collect evidence. You're more likely to get what you ask for if you show you have done your homework.

I doubled sales in the last year and recruited 25 new clients.

I've been active in the organization for 3 years, and my leadership skills can help further the organization.

I snapped a picture on my phone of your dog pooping in my yard.

Whether it is experience, statistics, results or information you have gathered, build their confidence in your abilities before you go in for the kill.

Say it like you mean it. That is, don't make your reader figure out what you want -- tell them.

I'd like to set up a meeting to discuss a salary increase this week. Please let me know your availability.

Please let me know how to apply for a position on the board by emailing me at susieq@abc123.com or calling me at 123.456.7891.

Please start picking up after your dog immediately, otherwise I'll start scooping it up myself ... and dumping it on your front porch. (Kidding. In general, I think it is ill-advised to start a dog-poop war with anyone.)

The secret to an excellent call of action? Tell the reader what you want and make it easy for them to make it happen. It's that simple.

Tell me: can you think of a recent example where a call to action worked for you? Or, better yet, on you?

Have a fabulous week!

How a Google Search Can Go So Very, Very Wrong

noreply@blogger.com (Amy Mac) — Mon, 22 Apr 2013 21:19:00 +0000

I consider myself a fairly savvy gal. At the very least, I'm sharp enough to conduct a thorough Google search to figure out anything I don't know, then speak authoritatively on the subject. Or maybe that's just being bossy. Whatever.

The search for medical symptoms is my favorite Google search. It has kept me from driving my children at warp speed to the pediatrician for life-threatening situations like a minor bump to the head or a hangnail. Other web searches might have convinced me I had a brain infection. I maintain we still can't eliminate the possibility.

In all seriousness, trusted medical sites are wonderful for symptom checking and probably keep scads of folks from getting something worse than they started with by sitting in a doctor's office with the really sick people.

It does, however, cause a bit of friction when I have diagnosed myself with something, only to discover from a medical professional I have something else entirely.

Take for example the time several years ago when I went to the doctor with a self-diagnosed ferocious spider bite and left with the shingles.

"I can't have the shingles, I am only 34 years old! This, my friend, is the result of a baseball-sized arachnid lacerating my face with its hairy fangs! No I didn't see the spider, it attacked me in my sleep!"

Sad to say, apparently some lucky folks can indeed get the shingles before they are 80.

Then there was the time a few years ago when I went with high blood pressure, only to discover my blood pressure was dandy, but I had a nodule on my thyroid which would require a biopsy.

"It seems my thyroid is fairly close to my jugular vein, so I am really not comfortable with a giant, knife-like needle being jammed into my neck. Here's a $20 bill, just diagnose me with high blood pressure per my original suggestion and we'll call it a day."

The doctor would not accept my bribe and insisted on a CT scan. Turned out I didn't have to have the biopsy that would have likely ended in my throat being slashed like the woefully trusting girl in a horror flick, but I have to regularly visit a specialist who not only draws blood every single time I see her, but also mainly treats patients who are 97 years old and use a walker, oxygen, or both. I always feel self-consciously over-mobilized when I'm at her office.

Last year I visited the ENT, who informed me I have a quite deviated septum, and had I ever broken my nose?

"If my nose was broken, it was probably by the giant spider that attacked me AND gave me the shingles. And, I couldn't have a deviated septum! My nose is very straight!"

Apparently the septum situation is why I can't do a sinus rinse without waterboarding myself.

Then just last week, I went to the doctor to get a refill on my apparently-not-high-blood-pressure medication, and asked for something a little more high-octane for my allergies, at least until the pollen decreases to a three-inch coating on my car.

"Seriously? No. No, I do NOT have a sinus infection. This is ALLERGIES. I have no FEVER. I feel FINE."

She insisted I take a prescription for an antibiotic, and thank heavens, because about 6 hours later .... well, perhaps I had a fever and maybe I wasn't feeling so fine anymore.

So, I am officially willing to concede actual medical training may supercede my internet research. Which frankly makes me cranky.

Then I get a text from my sister asking what the doctor said during my visit.

Me: I wanted some sweet allergy meds, I ended up with a freaking sinus infection.

My sister: Are they going to cut out your uterus?

Me: I have checked Web MD and it definitely doesn't recommend a hysterectomy for a sinus infection."

I think this text conversation explains so much. And should make you thankful you aren't exposed more often to our texts.

Amy M. Dawson is a humor writer and public relations strategist who thinks it should be illegal for doctors to ever say "now that you're getting older ...". She blogs about work and life at amymacpr.blogspot.com.

Free PR/Branding/Writing/Social Media Advice -- Just Ask!

noreply@blogger.com (Amy Mac) — Fri, 19 Apr 2013 16:56:00 +0000

Friends, I'm planning and plotting and writing the second edition of the Amy Mac PR Newsletter. (What's this? You know not of what I speak? Please click here for the last issue!)

Here's your opportunity to get a little publicity, branding, social media and writing advice for free. Send me your question by clicking here. It doesn't have to be limited to the above categories, either. If you have a question about working from home, running a small business, writing your resume, working with a printer, setting up a blog ... whatever, just send it along. You can also leave a question in the comments, if you prefer.

Be sure to give me your contact information (just an email address will do, though a first name and your industry will allow me to be polite (hi, Mom!) and give you the best possible answer) in case I need to get in touch.

For the next issue, I'll need your questions by Monday, April 22. Make sure you're signed up for the newsletter by clicking here!

Slash the Trash: How to Persuade by Writing Less

noreply@blogger.com (Amy Mac) — Mon, 15 Apr 2013 16:35:00 +0000

This week, my girls are wrapping up a week of taking standardized tests. As I was helping my 7th grader brush up on Algebra (and yes, my head did nearly explode from the sudden onslaught of "x"s and "y"s, thanks for asking), I was reminded how much non-essential information test writers include in a question to see who can derive clarity in a choppy sea of nonsense. Then I realized -- how often do we write something just as convoluted?

The girls and I came up with strategies for taking the test ... which work nicely with writing, too. So, let's pretend you're writing your boss an email about potentially attending a fabulous conference in Palm Beach on the company's dime. How can you use test-taking strategies to write the perfect, persuasive email?

1. Underline the question. In other words, get clear about the answer you seek and stay focused on the goal. "I'd like to attend the Awesome People of the World conference in Palm Beach this fall."

2. Determine the pertinent information needed to answer the question. Are you multiplying? Looking for a percentage? Adding vertices? (What IS THIS? Who am I BECOMING? Why are we DISCUSSING ALGEBRA AND GEOMETRY?) For your email, you need dates, cost for conference and travel, amount of time you'll be out of the office. You also need to provide a sound argument as to why this conference is key to improving your organization, and why you're just the person to go.

3. Slash the trash. As I was demonstrating to my kids how the test writers throw in non-essential information to throw you off (I mean, who's this Josea and why is he measuring Himalayan salt?) my youngest interjected (as she so often does, bless us all) "my teachers' call that 'slash the trash.'" This is precisely why teachers should make way more money: their ability to distill a concept into a catchy rhyme. Your boss doesn't need to know how much you love to travel, that your Aunt Sally lives near Palm Beach, or that you bathe in Himalayan salts. Include only information that bolsters your cause ... and the image of you pruning in a tub of salty bathwater should never be branded in your superior's head.

4. Look at the answer for clues on working the problem. These are multiple choice tests, so I told the girls if you're confused, see if the answer will help you figure out how to work the problem. Think through how your superior might answer your request, then find a working solution to the problem. For example, do you suspect your boss will say "that's a very busy time for you to be out of the office"? Include your plan to remain available to your team and get work done during the conference.

Apply these test-taking strategies the next time you need to write a persuasive piece -- whether a conference pitch, a presentation or just an important email. You'll find the clear, concise writing speeds decisions along ... very often in your favor.

Tell me: Do you have any test-taking strategies to share? Have you ever used a test-taking strategy in your post-school life?

Source: via Maris on Pinterest

Life is Like a Box of Chocolates

noreply@blogger.com (Amy Mac) — Fri, 12 Apr 2013 17:11:00 +0000

For Spring Break, the littlest one and I went on a trip. I should mention the littlest one is almost as tall as me now. That makes my eyes feel itchy. I think it's the pollen.

We spent a few days in New Smyrna Beach, Florida, then up to St. Augustine, then on to Savannah. I've never been to Savannah before. At least not that I can remember. I'll probably get an email from my mom, a sibling or a cousin saying "yes, you've been to Savannah before. Remember? When we were there {insert comically unfortunate circumstance here.}"

Then I started thinking about it, and that is how we describe nearly everything in my family.

"Remember that trip to Texas? The one where Patti wanted to get a picture beside a cactus and got too close and was ALL shot up with prickles?"

"You remember the trip to Gatlinburg, Amy! That was the time your brother convinced you the optimal way to see if you could spit into the river was by sticking your head through the balcony bars and you got your head stuck?" Editor's Note: I was 3 years old at the time.

"See that house? That's the one where Scot punched himself in the eye with his knee when he stepped out of the car directly into a hole in the yard ... but only one leg went into the hole!"

"Mom, where's my pink shirt? You know, the one I was wearing that day when you jumped out at me right as I was coming out of the bathroom and I screamed and almost fainted?"

I just realized that, sadly, our recent trip to Nashville probably won't be remembered by our meeting with the Governor. No, it will more likely be remembered as the time my sisters locked me in the car, set off the alarm and ran away.

But Savannah. I shall remember it as the trip where Hadley and I visited a delightful little bookstore in an old, old house that smelled of cedar and lavender and leather and books, where we bought a couple of kids' classics and got a great dinner recommendation from the owner. I'll remember us saying "Life is like a box of chocolates, you never know what you're gonna get" a million times. I'll remember us walking through a centuries-old cemetery in the fog with a light rain falling and my child thinking it would be funny to jump out and attempt to scare me. She may remember me jumping out from behind every corner the remainder of the trip to get her back.

Mostly I think we'll both remember a fun trip, just the two of us, one and a half months before she walked through the doors of her elementary school for the very last time. How'd that happen?

Happy weekend y'all!

How to Convert Media Coverage Into Sales? Carpe Diem, Folks.

noreply@blogger.com (Amy Mac) — Mon, 08 Apr 2013 17:40:00 +0000

Two questions I'm frequently asked: how do I get more publicity, and once I do how do I convert the publicity to sales?

To answer the first question: be nimble.

The answer to the second: be nimble.

There's a tendency with publicity to become so busy creating newsworthy items, we are woefully unprepared for the opportunities that fall into our laps. The result being we are stuck in a conference room debating metrics or in back-to-back sales calls ... while a golden opportunity languishes, then disappears. We may make one sale, but we've let scores more slip away.

So how do we seize the day when it comes to a plum marketing opportunity? Like when a celebrity is photographed using your product, or a client demonstrates your product on a national news program, or you're quoted as an expert in the local paper? Here are 5 tricks to being ready to convert publicity into sales:

1. Look for opportunities. Read the paper, read blogs, watch the news and be a trend observer. You'll be surprised at how many possibilities to link your product with a leading news organization or personality lurk out there if you're just paying attention.

2. Have a template news release and email at the ready. If you're trying to write general company information for a news release or you're uploading client email addresses at the last minute, you're wasting precious time connecting with the story. Set up these essential building blocks now so when the time comes you simply drop in the relevant information and hit send.

3. Drop everything and PUSH. I know. You have a packed day. Meetings. Sales pitches. 175 emails to comb through. Figure out which of those things will be there tomorrow and reschedule. Go in early. Stay late. Do whatever it takes to capitalize on a real publicity opportunity. Trust me, this is your priority for the next 24 hours.

4. Hire help. If you don't know how to craft an eye-catching headline and news release, hire someone who does. Seriously. Anybody. Hire someone in direct competition with me for all I care but please, please don't squander an opportunity to build your loyal customer base because you didn't take the time to do it well.

5. Reuse and recycle. Post the information to your website, blog, your newsletter, all your social media, print it on pretty little postcards, make bumper stickers ... whatever floats your boat, but don't send a news release to the media and call it a day. Take the time to package your publicity success, then maximize your exposure through whatever channels possible.

If you consistently use these five steps of seizing publicity opportunities, the sales will follow. Why? Because positive media coverage is one of the best third-party endorsements you can get, even if they haven't specifically endorsed your product. Endorsements build credibility, credibility builds trust, trust builds loyalty, and having a loyal customer base singing your praises will increase your sales.
Amy M. Dawson is a PR & brand strategist, business writer, newspaper columnist and humor writer. She’s helped hundreds of professionals — from Fortune 500 CEOs to politicians and entrepreneurs— craft their brands. For more information, contact her at amy@amymacwrites.com.

Photo Source: 9gag.com via Judith on Pinterest

Meeting the Governor

noreply@blogger.com (Amy Mac) — Fri, 29 Mar 2013 15:02:00 +0000

Remember I told y'all I'd had the honor of meeting the Governor of the Great State of Tennessee, my beloved home state? Well, here's living proof that Governor Haslam and I took a brief break from our discussions to snap a photo. Just him and me, Abe looking over our shoulders, the Tennessee state flag in the background. A beautiful moment.

Okay, fine. It's possible other people were there, too. It's possible I'm related to them. Distantly. I was definitely the key to the meeting.

Arg. Okay. Maybe, just maybe, my brother had something to do with us meeting the governor. Maybe the thought hadn't even crossed our minds meeting Gov. Haslam was a possibility, and my brother rigged that up so we'd have an extra special time in Nashville.

Also, it's possible my sisters are somewhere in the real photo too. I know one of them is wearing pants instead of jeans. This may, or may not, be the actual photo:

And, I guess if we're confessing stuff here, I'd say to my brother: mission accomplished. And not just for us meeting the Governor, but for letting us have a peek at your day, and seeing you do such important work for a place we all love ... whether we're still living there or not.

Happy Easter!

The Secret to Traveling by Car with Kids (While Maintaining Your Sanity)

noreply@blogger.com (Amy Mac) — Mon, 25 Mar 2013 14:31:00 +0000

My husband and I once drove from Wisconsin to Atlanta with our children. One was 9 months old and the other not quite three at the time. I did not, though tempted, fling myself from a vehicle going 75 miles per hour down the interstate and am still married to the same man. And both the kids are still alive. Between that success and the fact we put a few thousand miles every year on the car making trips, I figure this qualifies me to throw out a few suggestions on making traveling with kids in the car a little easier. I can, as you see, rationalize darn near anything.

Before car rides of any significance (let's say greater than 2 hours), I prepare a little package for each kid. These packages are simple, quick to throw together, cost next-to-nothing and will provide hours of peaceful entertainment to your people in the backseat. It will also keep you from spending a small fortune on the dreadful options at the gas stations along the way and from injuring your rotator cuff while dispersing drinks and/or breaking up skirmishes.

First, I zip by Publix and grab a box of snacks (individually wrapped if I am low on time) like Goldfish, pretzels, Jif To Go, and fruit.
I'll buy some sort of special candy we don't typically eat like this or this and throw a few of those in, too.
I like to grab some note cards (you can get cute ones on super-sale at your local stationary store, Paper Affair has great stuff on their clearance table if you live in Atlanta, or just go with large index cards) and a few fun pencils so they can dash off a note or just draw.
If I'm feeling extra generous I might put in an iTunes gift card.
I throw in napkins, a wet wipe or two, and a sack for trash.
I put all of this in one giant Ziploc bag and tuck it in their car door or somewhere they can easily access it.

If it's gonna be a really long car ride, I'll get them each a book, too. I hear this one's great. No matter how old you are, finding little surprise treats is always fun ... particularly if you're staring down a long day on the road.

What are you tricks for making car rides easier? We've got several car trips coming up soon, so I'm all ears. (I posted this query to my Facebook page, and there were lots of fabulous suggestions there, too. Read them here.)

Happy Trails!

You Really Can't Take Us Anywhere

noreply@blogger.com (Amy Mac) — Wed, 20 Mar 2013 17:23:00 +0000

(This is the back of The Hermitage, Home of President Andrew Jackson. I took pictures of the front,too, but it is awash with elderly tourists, so I chose this picture instead. Because I honestly have no idea how to edit people out of photos. And I just decided I don't ever care to learn how.)

Last week, my sisters and I planned an impromptu trip to Nashville, Tenn. We chose Nashville because (a) it was sort of halfway between Memphis and Atlanta and (b) there seemed an outside possibility we would run into Connie Britton while we were there.

Lots of fun and unexpected things happened on our trip. (Come to think of it, ALL of it was unexpected, including the trip itself. That's why they call it "impromptu.")

For example, one sister took an interstate exit ramp, in the dark, going about 70 miles per hour, resulting in (I am convinced) the car briefly obtaining liftoff, and in the sister in the backseat being unable to convince her now-firmly-locked seat belt to let her move one inch until the car was turned off.

Also, we got to meet the Governor of Tennessee while we were there. He was an incredibly nice man, who sat and chatted with us for a good long while, though I am certain he had much more pressing things to tend than graciously querying us about our children and such.

Right before we went to the State Capitol, we stopped by the home of Andrew Jackson. I read a very interesting biography about President Jackson several years ago. My take-away from said book was Jackson had a rather sad childhood, then grew up to be a crazy guy with a serious mean streak. Then I remembered reading this hysterical article last year, and read it aloud to my siblings to great delight. Read it here for perspective, then come right back. (The article does use some colorful language, so please use caution if you are easily offended. Everyone else be aware it will make you laugh out loud, so please prepare your excuses for your loud laughter when your kids ask to see what you're reading. Because the answer will need to be no.)

So anywho, one of the sisters realizes she can't wear jeans to meet the governor, so we have to make a stop at Target so she can fetch herself a pair of pants. Now, I am sure this area of town was pure rolling green hills and peaceful countryside back in Jackson's day, but modern-day this area looked good and sketchy to me. So, sister one springs out of the car, takes the keys with her, and LOCKS US IN THE CAR while she goes to fetch her pants.

Which would have been just fine if sister two had been satisfied to wait quietly for the other one to reappear. But no .... she waits just long enough to forget we are locked in the car to decide she has an emergency need for TOENAIL CLIPPERS (don't we all at high noon on a Tuesday?), flings open the door of the car, which ... wait for it .... sets off the car alarm. Then she proceeds to RUN AWAY FROM THE CAR. I swear if there had been a cop I would have pointed and screamed "She tried to CUT me!"

So there I am, trying to look confident and nonchalant while the car I am sitting in screeches in tandem with flashing its headlights.Top notch, folks.

You know those people, when you're loading your groceries and you're thinking, "um, why the hell isn't someone turning OFF that car alarm? It's been going off for 10 minutes???" Well, maybe they are just sitting in that car waiting for their sisters to come back. With pants and toenail clippers and keys. So stop judging. (Oh, who am I kidding. Judge away. It is super annoying.)

Anyways, I couldn't help but think Andrew Jackson would have gotten a chuckle that Americans these days have motorized vehicles that will sound an alarm if someone tries to get OUT of the car. Or that ties them down to said car if someone makes a swift turn. Of course, Jackson would have just clocked anyone who looked at him funny with his cane. But clearly I lack Jackson's moxie. And I don't have a cane. So.

But I think Jackson would totally been on board with us trying to find Connie Britton. Which we didn't. But at least we had neat nails and nice pants.

Taming the Social Media Beast: 5 Easy Steps to Social Media Success

noreply@blogger.com (Amy Mac) — Mon, 18 Mar 2013 15:17:00 +0000

(Hey, Google Reader/RSS Subscribers: Don't miss a post ... click here to continue to get Amy Mac blog posts ... because Reader goes away in a few months!)

Whether you are starting a tiny business from your basement or you're a brand manager for a major conglomerate, anyone responsible for getting the word out about a brand has a vague sense they should be using social media much, much better.

Thing is, social media is overwhelming. You could always be posting more, tweeting more, updating your Facebook status more. Then you get to thinking "Is anyone reading this stuff? Is this really making any sort of impact, or would my time be better spent on traditional marketing? Or maybe just having a margarita and catching up on The Good Wife?"

I am sad to say, from a professional marketing and branding perspective, an effective social media strategy is paramount for connecting with your audience, and thus, you'll need to pour out that margarita (it's 9 a.m., for heaven's sake) and get cracking. Good news is, it's easier than you think to devise a winning social media strategy. In fact, I've broken it down into 5 easy steps:

TOSS the elaborate plan. Many social media efforts fail before they get started because there's too much planning. Nail down what you want to accomplish, make sure it benefits your audience, then GO.

FOCUS your efforts where your audience is most engaged. This isn't an all-or-nothing endeavor. Pick one place to focus, whether it's a blog, Facebook, Twitter, LinkedIn, Instagram or whatever and focus your efforts.

STICK to a schedule. Determine how much time you realistically have to spend on social media, put it on your calendar, and stick to it 100% of the time. Period.

CREATE an ideas file. There's that little "I had writer's block" problem solved.

HIRE it out. Maybe social media just isn't your thing. Pay someone to do it for you. Investing in marketing is always a good investment, and a smart social media campaign will build your business.

See? Easy.

(This post is a recap of an article from my newsletter. Read the full article "5 Easy Steps to Consistent Social Media Success" here. Sign up for the quarterly Amy Mac PR newsletter here.)

Photo Source: chicagonow.com via ROAR pro on Pinterest

Do It Anyway

noreply@blogger.com (Amy Mac) — Fri, 08 Mar 2013 18:02:00 +0000

Following are a list of excuses from my children for procrastinating or avoiding altogether doing required tasks (like homework and chores):

I am exhausted
I have too much homework
I have practice with my team
I am hungry
I have sustained an injury. Examples used: sunburn, bumped head, injured hip (not even kidding)
I have too much to do
I don't have all the supplies I need
My teacher shouldn't make us do this in the first place
Someone else has to do something before I can do my part
It's someone else's responsibility
I shouldn't have to do this at all
I hate having to do this
I have worked really hard this week and deserve to rest/hang out with my friends/sit around in my semi-squalor listening to music
I don't feel like it

To which my reply is:

"I'm sorry. I understand how frustrating it is to be (fill in with excuse) and still have responsibilities. Sometimes you have to ignore how you feel and do it anyway."

You can spend time planning, organizing, assembling the troops, clearing away potential obstacles, complaining about the situation, blaming other people ... and at the end of the day, you can probably find a million excuses to not do something that's important.

I find (and do my best to set a good example for my kids) that very often thinking and planning less and leaning in quickly DOING more very often changes how I was feeling in the first place.

So though I'd rather be doing things other than laundry, organizing my office and computer files, running loads of torturous errands and vacuuming up absolute masses of dog hair off various pieces of furniture ... today I'm going to remember for whom I'm doing the laundry, how much better I feel when my files and office are organized, how doing these errands today helps avoid emergencies down the road and that those darned dogs bring as much joy as they shed hair.

And I'll ignore the slight wine-induced headache and the lack of time and ...

Do It Anyway.

Happy Weekend Y'all!

*Thatcher maintains he sheds less than Watson. Excess of black dog hair says otherwise. Don't let his cute face above fool you.*

Smelly Plant, Smelly Plant, What Are They Feeding You?

noreply@blogger.com (Amy Mac) — Tue, 05 Mar 2013 20:03:00 +0000

So I decided to spiff up my office with a plant. Problem is, I am a known plant killer. It's so bad, whenever I purchase flowers or plants I think I can hear them saying "please, please .... don't take us to your house to die!" It's like a plant version of Silence of the Lambs. Which is obviously a whole other problem. Unless y'all hear plants accuse you of being a serial plant killer, too. Then I'd feel much better.

I found this plant (actually, I'd call it more of a potted shrub) and you don't have to water it. Ever. You occasionally are to spray it with a little water and that's it. I was so excited I didn't even hear this plant talking to me.

Though if it did, I wonder if it would have told me it stunk to high heaven. Because it does. It smells like a mixture of rotting dirt and hairspray and the 80s perm smell and pigs. And not just if you're right up on it ... the minute I hit the stairs to head down to the office I start gagging.

I hope this awful odor wears off. And soon. Otherwise I will take it as a sign I am not meant to overtax myself, and keeping my children and dogs alive should be my chief focus in caregiving.

I promise to be back soon with useful writing and marketing information for your business. In the meantime, I am going to spray that plant with some Trapp room spray in lieu of water. I may kill this plant yet.

XO---

My Frozen Foods Call Me Names

noreply@blogger.com (Amy Mac) — Wed, 27 Feb 2013 17:34:00 +0000

Is it just me, or is this the worst name for any product -- far let alone a baked good -- ever?

Maybe, just maybe, there are people out there who have never heard the term "muffin top" as defined here. Granted, it would be someone with no access to the internet, other people or their own eyes ... but they could exist.

Problem is, my children love these things. So now we have a stash in the freezer at all times. Which means every time I open the freezer door I get suspicious the frozen foods are calling me names.

I'm going to invent a product called "You Are Tiny and Look 20 Years Old!"

Won't matter what it is, it'll be a best seller.

Who's in?

How to Write a Professional Bio in 6 Steps

noreply@blogger.com (Amy Mac) — Mon, 25 Feb 2013 18:46:00 +0000

You finally received the coveted call: you landed the keynote speaking engagement, won the top industry award, or snagged an upcoming feature in the local newspaper. “Send over your bio and we’ll get started!”

Gulp. What bio?

A succinct, captivating bio (sometimes called executive profile) is a critical piece in the personal marketing toolkit, and yet the vast majority of professional bios are as interesting to read as a technical manual for a dental chair. That is, not at all.

So if a great bio can be the difference between someone attending your seminar, buying your book or reading your article, it’s essential to aim for a bio that piques — and holds — the reader’s interest, encouraging them to want to know you a little better, and ultimately become a loyal member of your audience.

The trick to hitting the sweet spot with a professional bio is being relatable in a compelling way. Over the years, I have crafted six rules for writing winning bios. Apply these to your bio, and you’ll be ready for that can’t-miss opportunity:

Remember your reader. This is your opportunity to tell your story in an engaging way. Don’t bore your readers by regurgitating your resume. Ask yourself: what captures your attention when you’re reading a bio? Is it big-name companies? High-profile awards? Leadership roles? Make a list of what you notice in bios, and see how you can use those items in your bio, too.

Eye-catching successes go first. I’ve had clients bury their most unique experiences at the end of their bio — things like leadership at NASA, experience as a contributor with USA Today, impressive industry awards and intriguing international assignments. Your bio isn’t the place to be shy about your accomplishments! Make it easy for your reader to respect your successes from the beginning.

Keep it brief. Resist the urge to add unnecessary information. Ask yourself “why should the reader care?” If you don’t have an excellent answer, save it for your resume. Too many bios go unread because they are too long.

Spell out acronyms and delete phrases requiring interpretation. Nothing turns a reader into a scanner (or snoozer) more quickly than a jumble of letters which mean nothing to people outside your industry. Take the time to spell out any acronym on the first reference. The same goes for some of those favorite “business-speak” phrases: instead of “constructive stimulus strategist” try “change agent” or even just “leader.” Fancy isn’t always better.

Share personal information sparingly. While bios can be a terrific opportunity to add a personal touch to your professional persona, there is a fine line between interesting and uncomfortably quirky. Stick with the facts (“She lives in Atlanta with her husband and two daughters, and enjoys playing tennis and volunteering at her children’s schools”), always avoiding divisive topics like politics unless they directly impact your career field.

Be willing to call in an expert. If, after applying all the tips you’ve learned in this article, your bio doesn’t have the “snap” you know it needs, hire a professional writer. Your bio is the first opportunity you have to make a favorable impression when connecting with your target audience. Invest in making yours a top-notch personal marketing centerpiece.

Preparing a compelling, succinct bio guarantees when someone asks for yours — and they will — you’ll remain focused on the end result (you know … that amazing award acceptance speech, the front-page article, the keynote address) instead of the smaller, but critically important details.

Amy M. Dawson is a brand strategist, business writer, newspaper columnist and humor writer. She’s helped hundreds of professionals — from Fortune 500 CEOs to politicians and entrepreneurs— craft their personal brand through their bios. Sign up for her quarterly newsletter here and subscribe to her blog here.

The Secret to Editing a Newsletter

noreply@blogger.com (Amy Mac) — Thu, 21 Feb 2013 19:47:00 +0000

Whew-whee. I have been editing and writing and proofing and linking and designing and changing this newsletter non-stop today and I do believe it's almost finished. Sure do hope y'all like it. If you haven't signed up, you can still do that in time for the very first issue ... I'd be much obliged. Click here to sign up.

The secret to editing a newsletter? Hot pink felt-tip pens.

Now you know.

Owl Would You Like Some Coffee?

noreply@blogger.com (Amy Mac) — Tue, 19 Feb 2013 18:21:00 +0000

Ah, February. Sometimes you just wear me out with the rain, and the cold, and the way you trick the weather professionals into thinking it will be a sunny afternoon and then MWHAHAHAHA you twist your mustache and it stays wet and cold.

So today, instead of playing tennis as I'd planned, I'm stuck inside with my friend the owl, the host of a piping hot latte for moi.

Which in retrospect is probably a good thing, since I've been playing Carnival Cruise director (except without the electrical fire and raw sewage - watch a hilarious SNL skit here) since the kids were out of school for two days and I got essentially zero work done, but did manage to host multiple slumber parties and go to mall several times.

As much as I like to have a plan and stick to it, I must grudgingly admit most of the time I end up spending time exactly where I need to spend it most.

Yesterday, with my kids. Today, with my work. Tomorrow (hopefully), with my serve.

That is, if February will concede. Or at least pretend to be March.

XO--

That's Why You Shouldn't Believe Everything You See on Facebook

noreply@blogger.com (Amy Mac) — Thu, 14 Feb 2013 15:11:00 +0000

This morning at breakfast, my husband countered my announcement that Olympian Oscar Pistorius is in trouble with the law with an announcement that Waylon Jennings had died.

"That's weird. There was nothing on my news feed this morning. You'd think that would be there," I said.

"Well, it said 'RIP Waylon Jennings' and had a birth date and yesterday's date, so ..." he said.

"Don't people have any respect for old-school country music?" (I should point out that neither of us even listen to country music, but it's the principle.)

Then he started singing the theme song from the Dukes of Hazzard and we were all distracted by telling him to PLEASE STOP SINGING. Later I did an internet search and discovered Waylon Jennings DID die ... in 2002.

This shows how much we are paying attention. AND, it proves there are people out there so dedicated to Waylon they remember for ELEVEN YEARS the day he died. Which it's too bad Waylon's not still here, because I bet he would have totally loved Duck Dynasty.

RIP, Waylon.

Southern Storytellers

noreply@blogger.com (Amy Mac) — Fri, 01 Feb 2013 19:44:00 +0000

Southerners are hardwired to tell a good story. Sometimes they're funny, sometimes they are sad, sometimes nostalgic, sometimes cautionary ... but be forewarned, you can ask a Southerner about something as simple as the weather and you will get a full-blown novella in return.

Some of my favorite times are when Jake tells a story at dinner and the girls are literally breathless with laughter, tears rolling down their faces, sides stitching from the sheer exertion of happiness.

Let the record state, that in late January, 2013, the two girls pictured above, the ones who have placed all manner of restrictions on his behavior to reduce their chances of being embarrassed by said behavior, were absolutely begging the man to keep telling funny stories.

They stalled at the dinner table, content to be with one another, and with us, well past when the dishes were were washed and put away.

That, my friends, is the happiest story of all.

Happy Weekend!

Killing Me Softly

noreply@blogger.com (Amy Mac) — Tue, 29 Jan 2013 14:47:00 +0000

I posted this picture of my oldest daughter with Thatcher, a Corgi convinced his pitiful puppy eyes will convince her to turn over the bag of pretzels, yesterday on Instagram.

My sister posted this comment:

"Callie is killing me with her grown up-ness."

I know, it's killing me too. Especially when she says things like "In one and three-quarters years from yesterday I will be getting my driver's permit."

Ouch.

It's true what they say: "The days are long, but the years are short."

Sigh.

Duck Dynasty & Distractions

noreply@blogger.com (Amy Mac) — Thu, 24 Jan 2013 19:09:00 +0000

Anyone who has ever had children will confess to, in moments of desperation, plopping their toddler in front of Barney & Friends or some such other drivel so they can get TWO SECONDS, two freaking seconds, to get something done. Like, ya know, eat. Or get dressed. Or think straight.

The only thing that has changed is I now use candy and Duck Dynasty. Works well with both children and husbands.

Pulling together some fabulous stuff for this newsletter. Join me, won't ya?

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