Do you love networking? Event if you don’t, you won’t want to miss this super event. Join Laura from Bruce Public Relations and her colleagues from BNI Highland for informal networking at BNI Highland’s inaugural Expo on Thursday 9th March from 11am to 7pm at Eden Court in Inverness. The event is invitation-only so please drop us a line if you would like a formal invitation. #BNIExpoHighland
Unless you’ve been living under a rock for the past few years, you will have noticed that the popularity of video has grown exponentially.
From Facebook to YouTube, we are consuming more video content than ever before. And the business case for video is compelling: according to Hubspot, after watching a video, 64% of users are more likely to buy a product online.
2017: the year of video?
We’ve seen growing interest in video, but I believe 2017 will be the year that video really takes off across a range of social platforms. By taking a few simple steps, any business can capitalise on the potential that video offers to share your message far and wide.
The power of leverage
For small- and medium-sized businesses with small- to medium-sized marketing budgets, video offers a powerful tool to generate leverage in your promotional activity. Equipped with little more than a smartphone, you can create short videos to bring your website and social media channels to life, and reach potentially millions of viewers online.
What should you say?
One of the best uses of video is to help people to understand what you do, and how you do it. A “value proposition” is a tool to help potential customers understand the benefits you provide, the problems you solve, and why they should choose you over your competition. Your value proposition should be a top priority when developing video content, and it’s something we work with clients to develop before doing any marketing or promotional activity. Once you are clear on what makes your business unique, it is much simpler to communicate this and convince potential customers why they should buy from you. [More on this here.]
Educate clients online, and build rapport
Also, consider the questions you typically respond to from clients or customers. For professional services firms like solicitors, accountants and architects, a video can save time responding to queries about your fee structure or services you provide. Perhaps your video could spec out the path of a typical query, and take a potential client through the process so there are no surprises? One of your team could explain how your fees are structured, and which if any services or advice you provide free of charge. A video will save staff time, and also serve to educate your audience. Moreover, by using an actual member of your team, video can build rapport in a way an email will never do.
Use video to accomplish new tasks online
But your video doesn’t have to be about your products or services. I recently worked with a large accounting firm to develop a video to recruit graduates to become trainee accountants. Shared on their website and social media channels, the animated video truly engaged the target audience — outperforming all other recruitment tactics— and generated a talented pool of ideal candidates!
Get something down on paper first
While some people are talented improvisational speakers, don’t put undue pressure on yourself or your team. Start with a script, outlining your key message and some details you want to include. Scripting your video doesn’t have to be complicated, but preparing a script will ensure you communicate what you intend to. And keep it short. Hubspot notes that 5% of people will turn off a video after one minute, but this figure jumps to 60% by two minutes! And ‘word count’ will make it simple to see how much you’ve got before you start filming: between 120 and 140 words will take about one minute to speak.
The crucial ingredient: a call to action
Don’t forget to include a call to action. Make sure to give your viewers one clear action to take — invite them to visit your website, ring your office, download a PDF, or email an enquiry. And make it simple for them to take that next step, by including a link, an email address, or similar.
What are you waiting for? 🙂
Video can positively impact your business in a range of ways – from increasing sales and driving traffic to your website, to educating potential customers about your products or services. The sooner you start using video, the sooner you’ll experience the benefits.
If you want to use video, but are not sure how to start, drop me a line or ring me. I think every business could be using video, and I can help you make the most of it!
Laura Bruce, Bruce Public Relations Ltd. copyright 2017.
This article is based on my column in the January 2017 issue of Executive Magazine, a monthly publication of Scottish Provincial Press.
I use to say we were the most experienced PR firm in the north of Scotland. But I recently adjusted that. I now describe us as the most expensive PR firm in the north of Scotland.
When we first started up, we use to compete, loosely, on price. But the clients we got typically didn’t appreciate what we could do for them, and often, despite getting them great results [read: excellent media coverage, strategy insights, positioning wins] the next time they had something to announce they’d make us compete all over again.
Those aren’t the clients we want to work with. “Love them what love you” is our ethos now.
We are a PR firm, yes, but we are also stupendously creative business advisors, and talented copywriters, with experience and connections far and wide. We can put you in touch with someone halfway across the world you would never otherwise have encountered. We can develop a value proposition that will earn your business hundreds of thousands of pounds. We can craft the story of your business into the compelling tale it should be — something you simply don’t have the time or expertise to do.
We won’t compete on price. But the clients we have the pleasure of serving don’t complain about our fees. They are happy to pay them.
If you’d like to engage in something far more than a public relations exercise, give us a bell.
3pm Friday 11 November, 2016, Dubhlinn D71 Toastmasters Conference
Is your club struggling to build membership? Do you have a hard time getting visitors to come along? Do visitors come to your club, but not become members?
This workshop will give you the tips and tricks you need to attract visitors to your club and convert them to members. Laura Bruce, President of Inverness Toastmasters, will share her story of how her club went from only 7 paid-up members in April 2015, to 27 members just 18 months later.
She will share her ACE Formula ™ — a suite of online and offline tools that she used as VP Membership to attract and engage visitors, and convert those visitors into Toastmasters. She will also share her expertise as founder of Bruce Public Relations to show how the humble media release can be a powerful tool to raise the profile of your club.
Who will benefit from this workshop?
Any one with a club that is struggling with low member numbers. Any club that attracts visitors but hasn’t been successful in converting them to members. Any club that is facing extinction.
Special relevance to: VPs Membership, VPs PR, Presidents, Area and Division Directors
Come along and learn how to put the ACE Formula ™ to work creating membership magic for your club!
For more information: http://www.dubhlinn2016.com/laura-bruce
If you would like a copy of the slides, click here.
The 10th anniversary of Bruce Public Relations wasn’t quite what I had expected. Principally because it landed smack dab in the middle of one of the most hectic periods we’ve had. There’s “hectic” harassed and stressed, and then there’s “hectic” huge sense of accomplishment and pride. I am delighted to say, this was the latter.
On 7th October, I made my stand-up comedy debut at Mad Hatters above the famous Hootenanny’s in Inverness, and the following week, on our actual anniversary, I gave my first TEDx talk, at TEDx Inverness at Eden Court. I don’t think I have been that busy since we celebrated the opening of the Welland Canal and christened a new ship for Canada Steamship Lines — on the same day!
I got an incredible kick out of the stand-up comedy, and was thrilled when I was not only rebooked for December, but approached by another venue! And the TEDx talk? Well, that was an incredibly poignant and moving occasion.
What these events and the anniversary have made me realise is that the things that use to seem insurmountable, can soon become quite manageable. But I also realised something else.
I was approached afterwards by two women, both of who had to chase after me as I raced out of Eden Court desperate to get a bite to eat. Each one told me that my talk, “When we procrastinate, we can’t be great”, had made them cry. I was incredibly moved, and humbled.
What a privilege it is, to have that opportunity, to make an impact on a stranger. I’ve since met other people who heard my talk, and have also been touched by their comments.
Which brings me round to say: you never know when you are going to make an impact on someone. You never know when the words you say off-handedly will touch them, so do your best to make that impact a positive one, an encouraging one, a hopeful one.
Facebook may all the rage, but is it the best fit for your particular business?
If you’re not sure if you should be using Facebook for business, we can help.
We can take you through a super-quick, 2-minute quiz so you’ll know once and for all if Facebook will truly help you build your business. . . or if you’re wasting your time, and money.
Click here to set up a free assessment. In just a few minutes, you’ll know whether the latest craze is a good investment for your business. . . or if you should be focusing your attention on a different platform. Don’t waste anymore time — contact us now!
Wouldn’t it be great to be able to explain to people what your business does in one sentence?
If you’ve struggled to describe what makes your business unique, then a “value proposition” may be the most important business tool you’ve never heard of.
But just because you’re not familiar with it, doesn’t mean you should ignore it. Whether you are considering launching a new enterprise, or if you have an established business, there are many reasons to develop a value proposition.
Here are three quick reasons why your business needs a value proposition.
- Your value proposition describes how you create value for your customers. It captures what you offer, and why.
- A good value proposition will distinguish you from your competition. It elegantly communicates your USP or “unique selling proposition”.
- Whether you provide a product or service, having a strong value proposition is key to winning customers. It helps them to understand why they should buy from you.
In this video, Laura Bruce takes a group through the basics of value proposition design
If you would like to explore how a value proposition will help your business communicate with its audiences, we can help. We offer a half-day value proposition development workshop. At the end of the session, you will leave with a value proposition that captures the value you create for your customers, and explains why they should buy from you.
It may be the best money you’ve ever invested in your business.
If you’re like me, you’re constantly on the lookout for tips and tricks to be as productive as possible. We’re eager to find hacks that will help us save time, Apps to automate common tasks — keen to squeeze more out of each minute.
But when was the last time you questioned whether you should be doing that particular task at all? That’s what hit me today, when I was invited by a connection on LinkedIn to meet for coffee.
According to his message, he’s met me a few times already. My reflex is to accept. And normally, I would go ahead and arrange to meet him.
But today, when I received his invitation, my immediate reaction was: “What will this meeting cost me?”
Agreeing to meet him — and with no explicit goal for the meeting — will probably eat up at least an hour and a half. Normally, being sociable and open to the prospect of developing business, I would have accepted his invitation.
But today is different.
Over the past few months, it’s clear I have become more reluctant to accept invitations, and keener to stay at my desk — generating revenue.
This was reinforced by an interview I recently heard with Seth Godin: “I find I have a lot more time since I stopped watching television, and going to meetings.” What an eye-opener that was.
Is it just me, eager to stay put rather than take the opportunity to meet and deepen a recent connection, or are you also jealously guarding your time at your desk?
As a solo practitioner, if I am not generating revenue, nobody else is doing it for me. On days that I have meetings, I rarely get much done in the revenue generation front. And it’s not just the time I spend at the meeting, or the time it takes to travel to and from it.
For me, the biggest cost is the interruption. Getting into the flow of a new project, developing a good idea, outlining a kick-ass seminar or presentation — that is pure gold. To interrupt it to go for a coffee may cost you far more than you anticipate.
So, the next time you’re invited by a business connection to meet for coffee, ask yourself if you’re headed out for the most expensive coffee you’ve had his year.
Coco Chanel famously said, “That which is fashionable becomes unfashionable.”
When it comes to promoting your business, do you feel like you are always chasing the latest fashion? All that running’s not good for your looks, darling. Choose timeless elegance, instead. It will do as much for your public relations as it will your personal style. Why? Because while fashions may change, the principles of public relations endure.
Picture this: you’ve been invited to a party or a dinner. You have no idea what to wear. Most women will agree: when in doubt, choose the Little Black Dress. There’s something quietly reassuring about sticking with a classic. And so it is with public relations.
If you are hoping to generate publicity, the acronym ‘ELEGANT’ will guide you through some helpful reminders to ensure that your PR tactics are focussed. Follow these, and you’ll increase your chances of success. If you have news to share and are considering issuing a press release (or “media release”), the list below will help ensure you do the right things to generate the coverage you are hoping for.
Here are my 7 tips to ensure your PR is ELEGANT!
E – E is for “end”. In the words of Dr Steven Covey, “Start with the End in mind.”What is the goal of the publicity you are working to generate? Who to you hope to reach? What do you want them to know? Most of all, what do you hope they will do once they have read your news? Start with the big picture, and then work on the details.
L – L is for “leader”. Be a Leader in your field. Your words will carry far more import if you are perceived as an expert in your field. Remember, you don’t have to be the world authority on something to be an expert. You need only be the most prominent local authority. If you’re not the expert, find someone who is, and quote them in your media release.
E – E is for “evaluate”. Evaluate what will motivate your audience. Before you attempt to persuade, you should consider what your intended audience is likely to respond to. We recently announced a ‘good news’ story about a local business expanding. This type of story is something most business editors will welcome.
G – G is for “good”. What good are you doing? If you can communicate the benefit to potential customers, the local or wider community, this will help to ‘sell in’ your message. Are you creating jobs? Buying materials from local vendors? Training young people? Growing manufacturing capacity? Spell it out and it will sell the story.
A – A is for “articulate”. Articulate the benefits of your product or service. Spell out exactly what makes your product or service superior, unique, or unusual. Ideally, spell out all of these. In other words, if you’ve got it, flaunt it!
N – N is for “news”. What news value do you have? In other words, what makes your message newsworthy? If you don’t — or can’t — articulate this in your media release, you can bet an editor won’t be interested.
T – T is for “timing”. Think about what is going on in the world, including holidays, seasons, or recent news events. Time your media release to coincide with other events. If you can find a hook that ties your story to a bigger news theme, that will improve your chances of getting coverage.
I hope you find this guide useful. If you have news you would like to share with the world, we’d like to help you get the impact you hope for. With more than 20 years in media relations, you can count on us to help you craft a compelling message. Contact Bruce Public Relations on 01463 216226.
It’s awards nomination season, and Inverness Chamber of Commerce members will have received an email recently advising of the deadline, and the categories.
Here are 5 reasons you should definitely NOT put your business forward for the awards:
- You are delighted with your business and its turnover. Attracting more business would simply be a nuisance!
- You’re too busy to write an award nomination! Besides, you entered before and you weren’t even shortlisted! What’s the point?!
- Your team already knows you love them — why would you want to sing their praises by nominating your business for an award? They might get big heads!
- You don’t need any more promotion or publicity for your business. You’ve already gotten lots of coverage, and that led to more work! Stop that now!
- You don’t mind missing out on all the fun and excitement at the Awards luncheon. You hate that sort of thing. And frankly, you’d rather eat a sandwich at your desk on Friday, 30th September.
What? None of those apply to you and your business? Well, why didn’t you say so?!
Start working on your nomination now! The deadline for entries is the end of July, but that comes around a lot faster than you realise! If you need help with your entry, talk to us. If you are not sure if you should enter, talk to us. And if you really don’t want to leave your office on the day of the awards luncheon, let us know, and we’ll get some pizzas delivered from our favourite pizza joint to you and your team. 😉