TRonMarketing

September 4, 2008

Building a Personal Brand with Blogs and Resumes

A Blog is the new resume and blogging for any marketer is essential.  Clients want to know how you think. They really do-  so now with that trade secret exposed and cast into the wind lets have a look at what makes up the essentials of a good Blog ( Next week: Facebook, LinkedIn–I am there just search for Tony Russell… then there are  ways  that I will show to launch your profile by  using   flickr, YouTube etc)

Remember:

  • The blog is the new resume.  And that’s not a joke.
  • Starting a personal/professional blog can be your social media resume and sandbox.
  • If you work at a large organization,  ask and they will tell- you’re going to need  some corporate blogging guidelines. There are tons.
  • Remember a Blog is all about the audience  so write content to elicit conversation, not act as the voice of the BIG GUY/WOMAN telling people what’s right and wrong.
  • Once again remember its a conversation- find a  writing voice and editorial style and  stick to it – its your brand.
  • Pick your platform wisely.  “Google juice” is what its all about so choose wisely you don’t want to run into a situation where you’re on one platform (e.g. Blogger) and want to switch to another (e.g. WordPress.
  • The best way to get your blog audience to grow  is to follow the people you want following you. So keep a bookmark folder of your favorites. Study them. They are successful for a reason
  • Make sure you back link to your favorites when you copy their ideas and be honest.
  • Know what’s on your audience’s minds and follow the news and the trends. To grab an audience always try to hook your editorial with the day’s headlines.
  • If you need advice please contact me. I will continue this post theme next week
  • Good luck in building your personal brand.
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March 24, 2008

Creating Desire and Consent

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I purchased a bag of coffee this morning which was festooned in seals and declarations of authenticity and assurance. The coffee was apparently pesticide free, organic- fair trade- and another sticker boldly declared the bag was recyclable. Talk about a winner.

All those “third party authorities” had pleaded the cause to buy that bag of coffee. I was convinced and I bought the coffee . Some smart marketer somewhere with a lineage that stretches back to Edward Louis Bernays and ultimately back to Freud was having a chuckle. They had done it again. Bernay’s favorite techniques for manipulating public opinion was the indirect use of “third party authorities” to plead his clients’ causes. “If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway,”

As we know marketing and public relations has a lot to thank Benays and Freud for. We work hard to craft desire and engineer consent. As Bernays pointed out “If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it? .” Bernays called his scientific technique to which all markets are deeply indebted – the “engineering of consent.”

Here is Bernays on “Propaganda and Public Relations”

 

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